MBNM651

PRODUCT MANAGEMENT

L 2

T 0

P 0

C 2

S.NO 1. 2. 3. 4. .5. 6. 7. 8. 9. 9. 10. 11. 12 13 14 15 16

TOPIC Introduction-Expectation from the student what they want to learn from this course. Recap of product strategy-Toyota case. If they dont read and come ,let them read in the class QUIZ Marketing planning process, Category analysis Competitor analysis Customer analysis Market potential and sales forecast Management of energy bar-PLC Positioning: ambassador torchlight-Case Product mix: Apex tyres case New product-concepts household products Ltd-C-case Test Marketing Household products-D CRM QUIZ Financial analysis Marketing metrics QUIZ

PAGENO R1(317-341) R2(372-467) R1(324)

HOURS 2 2 2 1 1 1 1 2 2 2 2 2 2 2 2 2 2 30

T(26-95) T(97-129) T(139-175) T(187-217) To be circulated R4(214-222) R4(182-213) T(257-280) R4(175-181) R4(453-464) T(414-472) T(441-459) T(464-470) Total Hours

REFERENCES: 1.T-Product Management, Donald R.Lehmann,Rusell S.Winer, fourth edition,Tata Mc GrawHill,2009 2. R1-Marketing Management,Philip Kotler,Kevin LaneKeller,13th edition,PHI,2009

Prepared by

Approved by

G.Kumar Co-ordinator

Mrs. Premalatha Head-Marketing

Dr.Jayshree suresh Dean/MBA

MBNM653

CONSUMER BEHAVIOUR

L 2

T 0

P 0

C 2

SESSION NO. TOPIC Hour UNIT -1 1 Consumer Behavior and Marketing Strategy, Nature and scope of Consumer Behavior 2 Market Segmentation 3 4 5 6 Learning nature, characteristics and types Learning theories-information processing and Involvement Brand loyalty, Brand equity & Leverage Perception-process, interpretation and marketing strategy, Elements, Perceptual organization and defense, consumer imagery, perceived risk & how to handle the risk UNIT 2 Nature, Strategies, theories and their relevance, Motivational Research Personality-Psycho-Analytical, Neo-Freudian and Social Approaches to Personality Understanding Consumer Diversity, Brand Personality, Role and Brand Personification Self Image, Vanity and Consumer Behavior Attitude Formation &Formation Change-Sources of learning & Influence on attitude formation Strategies on Attitude Change, Relationship between behavior & attitude UNIT 3 Life Style Profiles, Influences, Self Concept Social Class- Identification and CB application on Various Social Classes Family-Decision making- consumption-related roles Groups-types, celebrities, family, socialization of family members, Functions of Family, Family Life Cycle Influence of Reference groups- Friendship and workgroup, Culture- Nature, Characteristics, Measurement,

BOOK / PAGE NO T1 , 1 Page 7 - 10 T1 , 1 Page 11 - 13 T1 : 3 Page : 90 T1 : 3 Page 91-108 T1 : 9 Page 351-355 T1 : 2 Page 50-80

7 8 9 10 11 12

T1 , 4 Page 128 155 T1 , 6 Page 216 225 T1 : 6 Page : 226-252 T1 : 5 Page 168-181 T1 : 7 Page 254-284 T1 : 8 Page 286-317 T1: Pages- 229- 248 & 170-171 T1: Pages- 488- 510 T1: Pages- 451-472 T1:Pages- 404- 436 T1 :Pages- 451-472 T1:Pages- 404-436 T1:Pages-578- 600

13 14 15 16

17 18

Sub-cultures, cross culture UNIT 4 Opinion leadership - Process, Dynamics , motivation Profile of opinion leadership Opinion leadership need, Measurement and Corporate strategy of Opinion leadership, Models and role relationship Opinion leadership and firms marketing strategy, Innovation, Characteristics and Types Profile of consumer innovator, Diffusion of innovation, Adoption process UNIT 5 Personal influence Consumer decision making process: reutilized response, limited and extensive problem solving behavior, different buying situations Models of consumer decision making Relationship marketing Online buyer behaviour Consumer protection movements, consumerism, laws on consumer rights

T1:Pages- 516-539 T1:Pages- 608- 647 T1- 429-430 T1- 431-433

19 20 & 21

22 &23 24

T1- 431-432 T1-622-627

25 26

T1-170-208 T1-324-355& R1

27 28 29 30

Notes Notes Notes Notes

Reference Books: T1: Consumer Behaviour- buying, having, and being, 8th Edition, Michael R.Solomon, PHI Learning Private Limited. New Delhi. R1: Schiffman.L.G. & Kanak.L.L., Consumer Behaviour, Pearson

Approved By

Prepared by

Mrs. Premalatha Head-Marketing

Dr.Jayshree Suresh Dean/MBA

Mrs. S.Sujatha Subject Coordinator

MBNM652

CUSTOMER RELATIONSHIP MANAGEMENT

L 2

T 0

P 0

C 2

Unit 1

Syllabus content

Hours

Page no: Pg.1-46

The concept of customer relationship 6 management Introduction-explosion of CRM in marketing and IT-enables of growth of CRMcriticality of customer relationshipsAdoption and implementation of CRMconceptual foundations of CRMbuilding customer relationship and economics of CRM CRM Applications in consumer and Business Markets CRM in service industries-Banking, Insurance, telecom, Hospitality, Healthcare, Airline s etc., CRM in B2B markets. Technological Tools for CRM Components of eCRM solutions-Data War Housing-Data mining-campaign management-salesforce automationCustomer Service and Support-Role of interactive Technologies-Product offerings in the CRM Market SpaceContact Centres for CRM CRM IMPLEMENATATION Defining a CRM StrategyImplementation road map-Developing a relationship orientation-customer centric marketing and processes-Building organizational capabilities through Internal Marketing-Issues in Implementing a Technology solution for CRM. Operational issues in implementing CRM Process view of CRM - learning from customer defection - customer retention plans evaluating retention programmes 6

Pg.63-92

B2-Pg.61-99 B2-Pg.95-99

Pg.93-120 Pg.393-410 Pg.443-461

Pg.63-91 Pg.93-120

B2-Pg.168-184 B2-Pg.255-287

Recommended Books B1. FRANCIS BUTTLE, CRM-Butterworth-Heineman, Oxford, 2009 B2.G.Shainesh and Jagdish N.Seth, CRM, McMillan, 2006 Prepared by M.Chitra Course Co-ordinator Mrs. Premalatha Head-Marketing Approved by Dr. JayshreeSuresh Dean

MBNM654

RETAIL MANAGEMENT

L 2

T 0

P 0

C 2

S.No. 1 2 3

Topics Introduction to the world of retailing Understand the issues and operations in retailing Retailing role, retail industry and economic characteristics Role of service and functions, activities, structure and nature trends in retail formats, retail strategy, changing the face of retailing, drivers of success Changing structure of retailing and theories of structural change in retailing Classification of retail units, variety of merchandise mix, method of customer interaction Emergence of organized Retailing - Modern Retail Formats In India Retailing In Rural India - Retail Strategy Specific To Specific Product Categories Challenges In Retail Business In India Importance Of Location Decision Levels Of Location Decision And Its Determining Factors-Types Of Retail Location-Trading Area Site Selection Analysis-Retail Location Theories Merchandising Introduction-Components of Merchandising Management-DimensionsBudget plan Negotiation - Ordering -Ethical issues in buying merchandise Pricing strategies in Merchandising Merchandise management-Aim-TurnoverInventory-Stock valuation Case study - Amul Enters pizza market Introduction Atmospherics Store space management Introduction-External influences on retail pricing strategy-Factors affecting the pricing decision

Hours 2 2 1

Reference books T:1 - 34 B1:1 - 10 T:1 - 13

2 1

T:14 - 45 R1: 55 - 60

5 6

T: 60 - 99

T:119 - 197

T: 295 - 340

9 10 11 12 13 14 15

1 1 1 1 1 1 1

T: 352 - 357 T: 274, 275, 280, 281, 283 T: 291 - 293 T: 309, 310, 320, 321, 324 T:357 T: 402 435 T:127 - 139, T: 435 - 450 T: 461 - 468, T: 290

16

17 18

Retail pricing objectives Pricing Strategies-Setting Retail prices - Case study

1 2

T: 471 475 T: 471 - 494, T: 291 - 292, 297 305, T: 494 - 502, T: 293 296 T: 515, 518-531, 541 - 565, T: 351 T: 573-577 T: 577 581 T: 581 616

19 20 21 22

Selection of promotion mix, Advertising , media selection, sales promotion, personal selling, Publicity Relationship marketing in retailing, Evolution of relationship & marketing Relationship marketing strategies in retailing Relationship marketing in the organization vs. un-organized retail sector Total

2 1 1 1 30 rs

Reference Books: T: Chetan Bajaj, Rajnish Tuli, Nidhi V Srivastava, Retail Management, Oxford University Press, 2005 R1: Barry Berman, Joel R.Evans Retail management, a strategic Approach 8th edition, Pearson Education Asia Prepared By Approved By

Dr. A.R. Krishnan Course Coordinator

Mr. Premalatha Head-Marketing

Dr. JAYSHREE SURESH Dean-MBA