INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B-11, Qutab Institutional Area, New Delhi 110 016
Phones : 26520892-96, 26962226, 26967541, 26967596
Fax : 26520897, 26520903
Website : www.immindia.com E-mail : info@immindia.com ; immnd@nda.vsnl.net.in

IMM-105 (III) A : SERVICES MARKETING

1. Introduction to the Module and Module Objectives
This course explores the importance of Services Marketing in todays scenario. This Module also
provides an in-depth appreciation and understanding of the unique challenges inherent in
creating, managing and delivering quality services. Customer behavior and expectations, which
are critical in crafting the service environment; would be emphasized in this Module.
Important service management issues will also be covered including the implications of
relationships, customer satisfaction, managing capacity, demand and other critical elements. The
concept of Service Recovery & Failures will be explained along with the significance of Service
Quality.

2. Introduction to the Tutor

3. Module Overview
Session

Topics

Session 1

Introduction about the Course

Session 2

Introduction to the Services

Session 3

Consumer Behavior & Expectation of Services

Session 4

Service Quality & Gap Analysis

Session 5

Service Failures & Recovery

Session 6

In - depth Analysis of Product Mix in Service Marketing

Session 7

In - depth Analysis of Price Mix in Service Marketing

Session 8

In - depth Analysis of Place Mix in Service Marketing

Session 9

Presentations

Session 10

In - depth Analysis of Promotion Mix in Service Marketing

Session 11

In - depth Analysis of Process Mix & Service Blueprinting

Session 12

In - depth Analysis of People Mix

Session 13

In - depth Analysis of Physical Environment

Session 14

Analysis of Differentiation Strategies of Positioning

Session 15

Focusing on Management of Demand in Service Industry

Session 16

Revision of the Syllabus

4. Module Readings
4.1 Text Book
Services Marketing: Integrating Customer Focus across the Firm by Valarie A Zeithaml, Mary Jo
Bitner, Dwayne D. Gremler, Ajay Pandit. McGraw-Hill.6e.
4.2 Reference Books
Services Marketing-Text & Cases by Rajendra Nargundkar , McGraw-Hill.
Services Marketing-The Indian Perspective by Ravi Shankar , Pearsons.
Services Marketing -People, Technology, Strategy ( Sixth Edition) by Christopher
Lovelock, Jochen Wirtz, Pearsons.

INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B-11, Qutab Institutional Area, New Delhi 110 016
Phones : 26520892-96, 26962226, 26967541, 26967596
Fax : 26520897, 26520903
Website : www.immindia.com E-mail : info@immindia.com ; immnd@nda.vsnl.net.in

IMM-105(III) B: INDUSTRIAL MARKETING

1. Introduction to the Module and Module Objective
This course is designed to explore the importance of Industrial Marketing in the current
scenario. The Industrial Marketing is growing in importance because of fast growth of
Industry Markets (B2B markets). The forces of globalization and technological changes have
opened up new opportunities as well as challenges to the industrial marketers who intend to
serve the needs of commercial enterprises, government organizations & institutions.
This module focuses on the needs & interests of the Indian along with a global perspective.
The important concepts of Industrial Marketing Environment, Segmentation, Targeting &
Positioning, Pricing strategies as well as various strategies for International Industrial
Marketing, are covered in this module, along with various case studies & Project work, to
give a practical knowledge to the students.

2. Introduction to the Tutor

3. Module Overview
Session

Topics

Session 1

Introduction to the Course

Session 2

Understanding Industrial Markets

Session 3

Focus on Industrial Buying Behavior: Concept & Models

Session 4

Analysis of Industrial Market Segmentation, Targeting & Positioning

Session 5

Analysis of nature of Industrial Products and Product Life Cycle of

Industrial Products

Session 6

Pricing of Industrial Products and Services

Session 7

Presentations and Discussions

Session 8

Analysis of Product Innovation(s) in Industrial Marketing

Session 9

Focus on strategies of New Product Development adopted in Industrial

Marketing

Session 10

Industrial Distribution Channels & Market Logistics.

Session 11

Managing the Personal Selling functions

Session 12

Industrial Marketing Communication 1: Advertising & Publicity

Session 13

Industrial Marketing Communication 2: Sales Promotion & Direct

Marketing

Session 14

Planning, Implementation and Control in Industrial Marketing

Session 15

International Industrial Marketing

Session 16

Revision of the Syllabus

4. Module Readings
4.1 Text Book
Business Marketing by Krishna. K. Havaldar Tata McGraw Hill Publishing Co, New Delhi, 3e.
4.2 Reference Books
Industrial Marketing by P.K. Ghosh, Oxford University Press, New Delhi.
Industrial Marketing by Hill, Alexander & Cross A.I.T.B.S. Publishers, New Delhi.
Industrial Marketing by Fransis Cherunilam, Himalaya Publishing House, Delhi.

INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B-11, Qutab Institutional Area, New Delhi 110 016
Phones: 26520892-96, 26962226, 26967541, 26967596
Fax : 26520897, 26520903
Website: www.immindia.com E-mail: info@immindia.com ; immnd@nda.vsnl.net.in

IMM-105 (III) C: PRODUCT & BRAND MANAGEMENT

1. Introduction to the Module and Module Objective
The aim of this course is to provide students with the knowledge and practical skills in Brand
and Product Management, creating portfolio of brands and products. The course theoretically and
practically prepares for projecting brands, analyzing competitive product groups and planning of
marketing activities focused on creating and positioning the brand on the market.
This course considers the theories and concepts of products/services and brands and the
implications on the marketing managers. The course considers how companies introduce and
manage product portfolios and individual brands so as to meet the needs of consumers and the
strategic goals of the organization. It provides students with insights into the management of
products/services throughout their life cycles, including new product development, and the use of
branding strategies through a consideration of the relevant literature and real-life examples in a
variety of sectors. Moreover, the course encompasses analytical tools and practices, which help
students to gain a better understanding of the management of the product/service offering and the
challenges facing marketers in the present business climate.

2. Introduction to the Tutor

3. Module Overview
Session

Topics

Session 1
Session 2
Session 3
Session 4
Session 5
Session 6
Session 7
Session 8
Session 9

Introduction to Product Management

Introduction to Branding
Market segmentation and Targets
New Product Development
Pricing and Distribution strategies
Customer Based Brand Equity
Building Brand Equity
Developing a Brand Equity Measurement and Management System
Discussion & Presentation

Session 10
Session 11
Session 12
Session 13
Session 14
Session 15
Session 16

Designing and Implementing Brand Strategy

Brand Building on the Internet / Website
Brand Extension and Strategies
Measuring and Interpreting Brand performance
Managing Brand over Time
Managing brand over Geographical Boundaries & Market Segments
Review & Revision

4. Module Readings
4.1 Text Book
Strategic Brand Management, 3rd edition Kevin Lane Keller (PHI).
Product Management In India, 3rd edition Ramanuj Majumdar (PHI).
4.2 Reference Books

Marketing Management by Philip Kotler and Kevin Lane Keller, Prentice Hall of
India (PHI) 12th Ed.
Managing Indian Brands by S Ramesh Kumar, Vikas Publishing House.

INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B-11, Qutab Institutional Area, New Delhi 110 016
Phones : 26520892-96, 26962226, 26967541, 26967596
Fax : 26520897, 26520903
Website : www.immindia.com E-mail : info@immindia.com ; immnd@nda.vsnl.net.in

IMM-105(III) D: RURAL MARKETING

1. Introduction to the Module and Module Objective
The two main aims of this course are to provide the students with a good understanding of
rural markets and rural marketing.

2. Introduction to the Tutor

Name: Dr. Robert K. Das-Pattanayak
Email id: daspattanayak_robert@yahoo.com

3. Module Overview
Session
Session 1
Session 2
Session 3

Topics
Defining Rural India
Concept and Scope of Rural Marketing
Rural Marketing Environment

Session 4
Session 5
Session 6
Session 7
Session 8
Session 9
Session 10
Session 11
Session 12
Session 13
Session 14

Rural Consumer Behaviour

Characteristics of Rural Consumers
Rural Market Potential: Why Companies go Rural?
Strategies for Rural Market: Segmenting, Targeting & Positioning
Product Strategy
New Product Development, Branding in Rural India & Fake Brands
Presentations
Pricing Strategies
Distribution Strategy
Communication Strategy
Innovation in Rural Markets

Session 15
Session 16

(Case Stories of Successful Innovations)

Rural Marketing Research
The Future of Rural Marketing & Revision

4. Module Readings

4.1 Text Book

Book: Rural Marketing, 2/e; Author: Pradeep Kashyap; Publisher: Pearson Education.
4.2 Reference Books

Book: Rural Marketing Text and Cases; Author: C S G Krishnamacharyulu &

Lalita Ramakrishnan; Publisher: Pearson Education.
Book: The Fortune at the Bottom of the Pyramid; Author: C. K. Prahalad;
Publisher: Pearson Education.
Book: New Perspectives in Rural and Agricultural Marketing; Author: Ramkishen
Y; Publisher: Jaico Publishing House.
Book: Rural Marketing Targeting the Non-Urban Consumer; Author: Sanal
Kumar Velayudhan; Publisher: Response Books A Division of Sage Publication.
Book: Cases in Rural Marketing: An integrated Approach; Author: C S G
Krishnamacharyulu & Lalita Ramakrishnan; Publisher: Pearson Education.

INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B-11, Qutab Institutional Area, New Delhi 110 016
Phones: 26520892-96, 26962226, 26967541, 26967596
Fax: 26520897, 26520903
Website: www.immindia.com E-mail: info@immindia.com ; immnd@nda.vsnl.net.in

IMM-105 (III)E : RETAIL CHAIN MANAGEMENT

1. Introduction to Module and Module Objective
This course is designed for the Marketing Students. Retail may be seen as part of Marketing
activity and also as an independent activity. The course focuses on all the aspects of Retailing
with the main focus on Retailing in India. This cover what is the retail scenario in India, how it
has evolved to present form and its various concepts, make the introductory session of the
module.
As the course is for marketing students, special emphasis is given to the activities related to
marketing like Atmospherics, Retail Pricing, Retail Consumer Behavior and Retail Promotions
and IMC strategies. Importance is also given to other inevitable parts of Retail Management like
Buying & Merchandising, Management of Vendors, Retail Organization Theories and
importance of Counter Salesmen. Modern Retailing makes use of Information Technology and
the future of any type of Retailing depends on it. So, the last part of the module is dedicated to
Information Technology in Retailing.

2. Introduction to the Tutor

3. Module Overview
Session

Topics

Session 1

Retailing in India

Session 2

Learning Megamalls Operations

Session 3

Atmospherics and Retail Space Management

Session 4

Buying and Merchandising

Session 5

Management of Vendor

Session 6

Retail Pricing

Session 7

Presentations & Discussions

Session 8

Understanding Retail Organisation Theories

Session 9

Learning Retail Consumer Behaviour

Session 10

Importance of Counter Salesmen

Session 11

Location Analysis & Decision

Session 12

Retail Promotions & IMC Strategies

Session 13

Information Technology in Retailing

Session 14

Managing Retail Chains and Franchising

Session 15

International Retailing

Session 16

Review & Revision

4. Module Readings
Text Book
Pradhan Swapna, Retailing Management (Text & Cases: 3rd Edition)- Tata McGraw Hill.
Reference Books
Levy Michael, Weitz Barton, Retailing Management Tata McGraw hill.
Berman Barry, Evans Joel, Retail Management- Pearson Education Asia.
Bajaj Chetan, Tuli Rajnish & Srivastava Nidhi, Retail Management- Oxford University
Press.