Masters Degree in Business Administration Examination




НазваниеMasters Degree in Business Administration Examination
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Paper II: Brand Management

SECTION A

Unit I: Product Management - Basic concepts, Product management process, Product planning system, Product line decision.

Unit II: Product Portfolio - Portfolio concept, Logic for portfolio approach.

Unit III: Overview of the Brand Management Framework - What is a Brand? Why do Brands Matter? Can anything be branded? What are the strongest Brands? Branding challenges and opportunities, The Brand equity concept, Strategic Brand Management Process; Customer-Based Brand Equity Making a Brand Strong: Brand Knowledge; Building A strong Brand: The four steps of brand building, Brand-Building Implications.

Unit IV: The Value of Branding - Product positioning concept, Perceptual mapping, Brand Positioning and Values - Identifying and Establishing Brand Positioning, Positioning Guidelines, Defining and Establishing Brand Values, Internal Branding.

Unit V: Tools for Measuring the Sources and Consequences of Brand Equity - Developing a Brand Equity Measurement and Management System- The Brand Value Chain, Designing Brand Tracking Strategies, Establishing a Brand Equity Management System; Measuring Sources of Brand Equity- Qualitative Research Techniques, Quantitative Research Techniques; Measuring Outcomes of Brands Equity: Capturing Market Performance, Comparative Methods, Holistic Methods.

SECTION B

Unit VI: Building and Borrowing Brand Identity - Choosing Brand Elements to build brand equity-Criteria for choosing the brand elements, Options and Tactics for Brand Elements; Integrating Marketing Communications to Build Brand Equity-Information Processing Model of Communications, Overview of Marketing Communication Options, Developing Integrated Marketing Communications Programs; Leveraging Secondary Brand Knowledge to Build Brand Equity- Conceptualizing the Leveraging Process, Country of Origin and other Geographic Areas, Channels of distribution , Co- branding, ,Licensing, Celebrity endorsement, Sporting , Cultural, or Others Events, Third Party Sources.

Unit VII: Global Brand Expansion - Managing Brands over Geographic Boundaries and Market Segments- Rationale for Going International, Advantages of Global Marketing Programs, Disadvantages of Global Marketing Programs , Standardization Versus Customization, Global Brand Strategy , Building Global Customer- Based Brand Equity.

Fighting Generics And Private Labels, Brand Extensions - Designing and Implements Branding Strategies- The Brand Product Matrix ,Brand Hierarchy, Designing a Branding Strategy.

Unit VIII: Brand Architecture - Managing Brands over Time- Reinforcing Brands, Revitalizing Brands, Adjustments to the Brand Portfolio.

Unit IX: Branding Licensing - Introducing and Naming New Products and Brand Extensions-New Products and Brand Extensions, Advantage of Extensions, Disadvantages of Brand Extensions , Understanding How Consumers Evaluate Brand Extensions, Evaluating Brand Extension Opportunities.

Unit X: Closing Perspective - Strategic Brand Management Guidelines, What Makes a Strong Brand? Special Applications, Future Brand Priorities.


Suggested Readings:

  1. Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Second ed.).Keller, Kevin L. (2003), Upper Saddle River, NJ: Prentice Hall.

  2. Strategic Brand Management: Creating and Sustaining Brand Equity Long Term Kapferer, Jean-Noël (1997), (Second ed.), London: Kogan Page.

  3. The Brandgym: A Practical Workout for Boosting Brand and Business.Taylor, David (2003), Chichester, UK: John Wiley & Sons.

  4. Brand Positioning: Strategies for competitive Advantage by Sengupta, Tata McGraw-Hill

  5. Aaker D, Managing brand equity


Paper III: Retail Management

SECTION A

Unit I: Introduction to Retail Management - Retail & Retailing – definitions, Meaning of Retail Mix, Growth of Retail Industry, Factors responsible for changes in retailing, Challenges & Opportunities to Retail Industry.

Unit II: Store Retail Formats - Independent/ Stand alone outlet, Convenience Store, Supermarket, Discount Store, Off-price retailer, Department Store, Corporate chains, Consumer co-operatives, Shopping malls, Hypermarkets, Catalogue showroom, Franchising.

Unit III: Non-store Retail Formats - Multi-Level marketing, e-tailing, Tele-shopping, Automatic Vending Machines, Direct Mail Marketing.

Unit IV: Retail Planning - Retail Planning Process, Retail Finance, Location Selection Decision, Lay-out Planning.

Unit V: Studying Consumer Behaviour & Other Related Issues in Retailing -Understanding Consumer Behaviour, Cultural & Social Group influence on Consumer Purchase Behaviour, Consumerism & Ethics in Retailing.

SECTION B

Unit VI: Strategic Issues in Retailing - Development of Retail Brand, Implementation of CRM, Retail Pricing, Financial Implications of Retail Strategy, Retail Supply Chain.

Unit VII: Merchandise Management - Merchandise Mix, Category Management, the concept of SKU, Assortment Planning Process, Vendor Management & Buying System.

Unit VIII: Store Management - Store Operations Management, Store Design- Interiors & Exteriors, Customer Services, Store Profitability, Retail Display, Visual Merchandising, Floor Management.

Unit IX: Retail Promotion - Planning Retail Promotions, Store Events & Sales Promotion, Retail Advertising.

Unit X: Technology in Retailing - Applications of IT in retailing, Coding Systems, RFID- Retail Applications.


Suggested Readings:

  1. Retail Management – Suja Nair, Himalaya Publishing House.

  2. Retail Marketing Management – David Gilbert – Pearson Education.

  3. Retailing Management – Levi Weitz- Tata McGraw Hill Publication

  4. Retailing Management by Bajaj –Published by Oxford.

  5. Retailing Management – Text & Cases – Swapna Pradhan - Tata McGraw Hill Publication


Paper IV: Rural Marketing

SECTION A

Unit I: Introduction to Rural Marketing - Meaning, Scope, definition & importance, Rural versus urban mindsets, Growth of rural markets, Basic differences between rural, semi urban and urban markets.

Unit II: Rural Market Research & Profile of Rural Consumer - Research, Location for Conducting Research, Classification of Rural Consumer based on economic Status, Profile of Rural Consumer, Rural Consumer Behaviour.

Unit III: Rural Market Segmentation - Basis of Market Segmentation, Multi-Attribute Segmentation.

Unit IV: Classification of Markets - Regulated Market, Defects/Problems of Regulated Market, Role of Regulated Markets on Marketing of Agricultural Produce, Significance of Regulated Markets to Agriculturists.

Unit V: Rural Communications - Rural Communication, Role of Media in Rural Markets, Conventional Media, the Main Problems in Rural Communication.

SECTION B

Unit VI: Rural Marketing Strategies - Product Strategies, Pricing Strategies, Distribution Strategies, Production Strategies, Methods of Sale, Hatha System, Private Negotiations, Quotations on Samples, Dara and Moghum Sale Methods, Open Auction Method.

Unit VII: Sales Force Management For Rural Marketing & Marketing Agencies - Managing the Sales Force, Sales Force Management in Rural Marketing, Prevalence of Beoparis and Arahatias (Rural Mandi’s, APMC’s, etc.).

Unit VIII: Role of Government in the Development of Agricultural Marketing - Government Intervention in Marketing System, Role of agencies like, Council of State Agricultural Marketing Boards, (COSAMB), State Trading, Cooperative Marketing, Types of Cooperative Marketing Societies, Cooperative Processing, National Agricultural Co-operative Marketing Federation (NAFED), National Co-operative Development Corporation (NCDC), Public Distribution system (PDS), Food corporation of India, Directorate of Marketing and Inspection (DMI), National Institute of Agricultural Marketing (NIAM), Self help Groups (SHG’s).

Unit IX: Agricultural Credit and Crop Insurance - Agricultural Credit Policy, Institutional Agreements for Agricultural Credit, Crop Insurance, Agricultural Insurance.

Unit X: Role of IT in Rural Marketing - Infrastructure, Importance & Scope, Modern techniques for rural distribution. Case Study of ITC’s “e-choupal” Initiative


Suggested Readings

  1. Rural marketing – Rajagopal

  2. New perspectives on rural marketing – Ramkishen Y

  3. Rural Marketing in India – K S Habeeb Rahman (Himalaya Publishing)

  4. Rural Marketing in India by R. V. Bedi, (Himalaya Publishing)

  5. Integrated Rural Development – R. C. Arora (S. Chand & Co.)


Paper V: Marketing Of Services

SECTION A

Unit I: Concept of services - What is services, Reasons for the growth of service economy, Goods Vs Services, Competitive trend in new millennium, Future of service sector.

Unit II: Service - Nature & characteristics and strategies, Characteristics of services, Intangibility,

Inseparability, Variability, Perishability, Heterogeneity, Ownership, Marketing Mix and strategies in Service Marketing, Product decisions, pricing strategies, Promotion of services, Placing or Distribution methods of services, People Physical Evidence, Process, Service vision & Strategies: Includes Advertisements, Branding, Packaging of Services.

Unit III: Service Quality - Impact of service Quality, Approaches to service Quality, Ten original dimensions of Service Quality, How to improve service Quality, Service quality information systems, Benchmarking and certification.

Unit IV: Service Consumer Behavior/Customer Retention & Relationship Marketing - CB-Services, Facts & Importance of CB in services, Evolution of Relationship Marketing, Enhancement of Internal & External relationships, Customer Retention (Operations, Delivery System).

Unit V: International Marketing of Services - Elements of Global Transnational, International Branding & Advertising, Industry Globalization drivers, Problems connected to Marketing, 10-P models of Global Strategies Management.

SECTION B

Unit VI: Elements of customer services and identifying them - Marketing challenges in services business; Classification of services; End user, Profit orientation, Services tangibility, People based services, Expertise.

Unit VII: Rural Marketing - Rural India as an untapped market, Characteristics of rural marketing (Large in size, Scattered, Seasonal, Irregular demand, Backwardness, Low exposure to modern world etc.) Product mix for rural market – Marketing of manufactured consumer goods as well agricultural inputs in rural market; Pricing strategy according to economic backwardness & other influences in rural areas; Physical distribution & problem of poor infrastructure

Unit VIII: Marketing of Services - Marketing of Insurance & Banking Services, Concepts of Insurance & Banking Services , Marketing mix of Insurance & banking services, Insurance & bank marketing in Indian perspective, Marketing of Hotel & Tourism Services, Concept of Hotel & Tourism Services; Market mix of Hotel & Tourism services, Hotel & Tourism marketing in Indian perspective; Marketing of Transport and Consultancy Marketing- Introduction, Concept, Users, Consumer Profile, Marketing Mix elements for marketing of Transport and Consultancy Marketing.

Unit IX: Role of IT in Services- Introduction to ITES (Captive / Third Party BPO’s and KPO’s) and CRM (e-CRM, CRM in Banking and Financial Services)

Unit X: Legal issues- Taxation


Suggested Readings

  1. Services management & Marketing – D.Balajee -S.Chand and company

  2. Services Marketing by Govind Apte Jha –Publisher: Oxford university Press.

  3. Services Marketing by S.M.Jha –Publisher Himalaya Publishing Company.

  4. Services Marketing integrating customer Focus acrbyoss the firm by Valarie A. Zeithaml –Publisher: McGraw Hill.

  5. Marketing Management:-S V Ramaswamy & S Namkumari - Macmillan India Ltd.


Paper VI: Sales and Distribution Management

SECTION A

Unit I: Nature and scope of sales management- Nature of personal selling, Role of the sales force, setting and formulating personal selling objectives, Sales forecasting methods.

Unit II: Designing sales force strategy and structure- Recruiting and selecting sales personnel, determining the kind of salespeople, determining size of the sales force; Training salespeople: Developing and conducting sales training programmes, Defining training objectives, deciding training content, selecting training method.

Unit III: Compensating salespeople- Designing and administrating compensation plans, Types of compensation plans and requirements of a good compensation plan; Motivating salespeople: Meaning, Need gratification and motivation, Interdependence and motivation, Motivation and leadership.

Unit IV: Supervising and evaluating salespeople- Setting standards of performance, Quantitative and qualitative performance criteria, Controlling salespeople through supervision.

Sales meetings: Planning and staging sales meetings, National, regional, local sales meetings.

Sales contests: Specific objectives, Contest prizes contest duration, Promotion, Objections to sales contests.

Unit V: Designing territories- Sales territory concept, Revising sales territories procedures for setting up or revising sales territories, Assignment of sales personnel to territories; Sales quotas: Objectives of sales quotas, Types of quotas and quota-setting procedures, administering the quota system.

SECTION B

Unit VI: Sales control and cost analysis- Sales audit, Sales analysis, Marketing cost analysis, Purpose and techniques.

Unit VII: Sales organization- Purpose, Setting up a sales organization, Basic types of sales organization structure ; Sales department relations- Coordination of personal selling with other marketing activities, Sales and advertising, sales and marketing information, sales and service, sales and physical distribution.

Unit VIII: Channel management and channel strategy- Determination of channel objectives, Determining coverage and support requirements, Distribution logistics.

Unit IX: Warehousing- Types of warehouses, Factors affecting warehousing choice, Inventory decisions, Transportation decisions, types, Legal issues.

Unit X: Distribution planning, costs and control- Functions of intermediaries (wholesaler & retailers), Selection and motivation of intermediaries, Need, criterion and establishing objectives for intermediaries; Control issues- Major cost centres in distribution, Establishing standards for control, Controlling channel members and tools for control; Cases and recent articles and reports should be discussed in the class.


Suggested Readings

  1. Principles of Marketing- Kotler, P & Armstron G, Prentice Hall Inc.

  2. Sales Management- Chunawalls, S A, Himalaya Publishing House

  3. Physical Distribution Management- Kulkarni, M V, Everest Publishing House

  4. Marketing Management – V S Ramaswami & S Namkumari, Macmillan India Ltd

  5. Sales & Distribution Management by Krishna K Harvadkar -publisher: McGraw Hill.


GROUP B: FINANCIAL MANAGEMENT

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