Advanced Marketing Management

Program : MBA Classof : 2010 Sessions : 33

Credit : 3 CourseCode : SLMM613

Objective
It is to give the student of marketing an advanced perspective in theory and applications. This courseis expectedtomakethestudentslearntheadvancedperspectives withreferencetoselect practicesandtheory. The coursewillbeofferedasamodularcourseandinalargelyseminarformat REFERENCEBOOKS TheStrategyandTacticsofPricing:AGuideto GrowingMoreProfitably,4e MarketingManagement:Analysis,Planning, implementationandcontrol MarketingModels AUTHOR/PUBLICATION Nagle,ThomasT.&Hogan,Johne.(2006), PrenticeHall,UpperSaddleRiver,NJ PhilipKotler,PHI. Lilien,GaryL,PhilipKotler,andK.Sridhar Moorthy(1992),EnglewoodCliffs,NJ PrenticeHall. ShebyDHunt,RichardIrwin

FoundationsofMarketingTheory

JournalofMarketingSpecialissueofMarketingMetrics

DetailedSyllabus: Overviewofthecourse:Thecourseobjective,therationale,themodularnatureofthecourse,theneedto appreciatetheconceptuallinkages TheoriesofMarketing:Thenormativepositivedichotomy,Thepracticeandthetheoryrelationship,the artscienceviewsofmarketing.EvolutionofMarketingthrough. MarketingModels:Introductiontomodelingandmarketingmodels,Forecasting,Marketshare. Pricing: Costs understand (Period, process, product, job order etc.,) Theories of pricing, pricing under uncertainty,pricinginIndustrialMarkets,Pricingofservices,Pricingininternationalmarkets,Pricingin NGOs. Marketing implications of duties & Taxes: CST, Central Excise, MODVAT, ExportImport documentation. Contemporarymarketingplatforms:Marketingstrategiesforemergingruralmarketsandmatureurban markets. Marketing in an NGO for funding and for services consumption (To include contemporary marketingforRealEstate,BiotechetcasprojectdomainunderMarketingAudit) Permission Marketing: The concept of permission marketing, applications in the global and national context,theregulatoryframeworkthatenablesenforcementofpermissionmarketing.

OnlineMarketing:Marketingsolelyoninternet,onlinemarketingasacomplimentarytooltopromote, selldistributeetc. Negotiation skills: Recap on the concepts of negotiation, the applications of negotiation in internal decisions,withthecustomers,withbusinessassociatesandwiththetrade. Marketing Metrics: Measuring Marketing Productivity, Return on Investment Implications for PromotionalExpenditures,CustomerSatisfactionandShareholderValue,PIMS. Marketing Audit: Components of audit, audit procedures and methods. (Groups work & Individual presentation)Presentation. Markstrat:Briefoutline,MarketingStrategygamefollowedGroupwork&Individualpresentationby SuggestedScheduleofSessions Topics Overviewofthecourses Theoriesofmarketing MarketingModels Pricing Contemporarymarketingplatforms Permissionmarketing Onlinemarketing Negotiationskills MarketingMetrics Marketingaudit(asanassignmenttopicswithpresentations) Markstrat(includingonlineinteractionwithstudents) Total No.ofSessions 1 3 3 5 3 1 2 2 3 5 5 33