Duration : One Year

Fees : Rs. 5,000/-

Timings : 6-00 p.m. to 8-00 p.m.

Eligibility : Gradu./Equiv.Diploma

The certificate course in Marketing Management is for those who are already working in Marketingand Sales fields as well as those who want to opt for this field. It emphasizes on advertising principles, Sales promotion and Market research as an area of work. Those interested in joining advertising, Sales and Marketing in business commerce and industry may find this course helpful.

GENERAL OUTLINE OF SYLLABUS :

SEMESTER I.

• Paper-I Marketing Principles and Practices (75 Marks)
• Paper-II Advertising Principles and Practices (75 Marks)
• Paper-III Sales Promotion and Sales Management (75 Marks)
• Paper-IV Business Economics and Business Law (75 Marks)

SEMESTER II

• Paper -I Market Research and Consumer Behaviour (75 Marks)
• Paper-II Advertising Management and Services Management (75 Marks)
• Paper -III Advance Marketing Theory (75 Marks)
• Paper-IV Submission of Report of Field Work (40 Marks)
• Viva Voce (35 Marks)

DETAILED SYLLABUS :

SEMESTER-I

Paper-I : Marketing Principles & Practices

(1) Introduction to Marketing :

— Evolution of Marketing Concepts
— Role of Marketing in a Developing Economy.

(2) The Marketing Environment :

— The major microenvironment factors and Marketing.
— The Marketing Scenario in India.

(3) Market Segmentation :

— Defining market segmentation;
— Meaning of product Differentiation,
— Basis for Market Segmentation.
— Benefit of Segmentation,
— Requirements for Market Segmentation.

(4) Product Concept :

— New product Development,
— Product positioning.
— Product-Life-Cycle and Strategies to be used during different stages of PLC.
— The Consumer Adoption Process.

(5) Product Pricing :

— Factors influencing pricing decisions,
— Pricing Strategies.
— Price Setting Methods in Practice.

(6) Distribution Channels :

— Factors influencing channel decisions.
— Types of Distribution channels,
— Control of Distribution Systems,
— Role of Middlemen.
— Promotion-Mix and Promotion Strategy,

— Role of Advertising in a Developing Economy.

(7) Marketing Control :

— Annual Plan Control,
— Profitability Control,
— Efficiency Control,
— Strategic Control.

(8) Marketing Planning and Strategy.

— International Marketing - An Introduction and Approach
— Impact of New Economic Policies on Domestic and International Marketing.

Paper-II : Advertising Principles & Practices

(1) Introduction to Advertising-Definition-Origin and Development-Terminology-Functions of
Advertising-Stimulating demand-other functions-Socio Economic functions-Relevance to Indian conditions.

(2) Advertising and Marketing Mix-Personal Selling Sales, Promotion-Publicity-Promotion mix.

(3) Classification of Advertising-Institutional Advertising as PR tool-Role of PR and Image building in Production promotion.

(4) Advertising Agency-Advertising Department -Structure and Difference. Agency/Client
Relationship. The criteria of selecting an Ad-agency.

(5) Creative Strategy-What is Creativity? Where does it start? Brief-Copywriter/Visualiser
Interaction-Basic inputs to trigger creative thinking-Elements of Good Advertising-Objective
AIDA Principle -Copy thinking-Copy structure-Copy style -Visualising-Relation to copy-Layout-Balance

(6) Media Planning-Selection Criteria, Different types of media-Their characteristics-Advantages and Disadvantages-Media Mix-Milline rate-ABC-NRF Listenership-Viewership-Point of purchase

(7) Budget-Importance-Function-Frequency Review-Methods of budget setting -factors to
remember in budget setting.

(8) Research-Role and methods.

Campaign planning-Strategies

— Analysis of Market Environment.
— Determination of Advertising objectives.
— Selection of Media.
— Creation of message-advertising budget.
— Co-ordination with other promotional methods.
— Evaluation of results.

(9) (i) Current trends in advertising-brand equity-Perception Mapping-Ethics Organisations
concerned with advertising trade-INS-AAA of India. Advertising Standards Council.

Paper- III : Sales Promotion and Sales Management

Section : I : Sales Promotion

(1) Importance of sales promotion. Creating environment for facilitating consumer decision.
Consumer sales promotion-glossary of selected incentive merchandising terms such a
sampling group, tree mini samples, consumer contest, self- liquidating premiums etc.

(2) Trade sales promotion T-types of dealer promotion schemes, discounts, and bonus incentives window/Desk, top displays aids and contests.

(3) Sales force promotion-incentives, objectives, contest.

(4) Planning and execution of promotional project Budgeting, Monitoring and Review.

(5) Sales promotion for industrial products, merchandising and display, sales ads, deals aids.

(6) Sales promotion evaluation criteria, sales performance evaluation criteria.

Section : II : Sales Management

(1) Role of selling in planned economy, selling as a career. Acquiring skills and developing new qualities for sales personnel to improve growth chances.

(2) Tips and suggestions to improve personal ability , skills for salesmen, product knowledge, planned selling system.

(3) Practical suggestions to help improve day to day field working customer psychology, buying motives, trade relations, effective distribution net-work.

(4) Selection and training of sales force, Intent techniques in training.

(5) Motivation and Comparative plans. Sales Planning (Forecasting) methods, budgets, Project implementation Review technique.

Paper-IV : Business Economics and Business Law

Section : I : Business Economics

(1) Central Problems of Economic Society :

Three Problems of an Economy :
— The Law of Scarcity,
— Production Possibility Curve,
— Solution of basic problems.

(2) Demand Analysis:

(i) Law of Demand:
— Meaning of Demand.
— Determinants of Demand,
— Exception to the Law of Demand.

(ii) Elasticity of Demand :
— Meaning,
— Price Elasticity of Demand,
— Cross Elasticity of Demand,
— Income Elasticity of Demand,
— Advertisement Elasticity of Demand.

(iii) Demand Forecasting:
— Basic concepts and tools of Analysis for Demand forecasting,
— Demand Forecasting for new products, enlisting products and consumer products.

(3) Cost Analysis :
— Role of Cost in Business Decision Making.
— The various cost concepts relevant for Business
— Decisions and Corporate Planning.

(4) Pricing Decisions under different Marketing Structures :
— Price Output decisions under perfect competition
— Price Output decisions under Monopoly.
— Price Output decisions under Imperfect Competition.
— Pricing of Joint Products and price Discrimination.

(5) Cost Benefit Analysis :
— Meaning of Costs and Benefits (Social/Private),
— Valuation of Costs and Benefits,
— Prevalent constraints in measuring costs and benefits.

(6)
— Role of Monetary and Fiscal Policies in Business Decisions.
— National Income and Economic Progress.

Section -II : Business Law

— Contract Act 1872
— Sections 1 to 16
— Sections 17 to 75
— Law of Agency

(i) Definition of Agency-Creation of agency and termination.

(ii) Rights and duties and other miscellaneous topics Sales of Goods Act. 1930.

— Partnership Act , 1932
— Companies Act, 1956

Formation of companies,

— Management of Shares, Capital, Members, etc. winding up
— Restrictive Trade Practices
— 1973 -Consumerism/History-Law The Consumer Protection Act, 1986.
— Weights & Measurements Act
— Law of Insurance

SEMESTER- II

Paper-I : Market Research & Consumer Behaviour

Section -I : Marketing Research

(1) Marketing Research

— Definition
— Historical development of the subject
— Trends in marketing research
— Basic concepts & methods of marketing research

(2) Introduction to statistical methods

(3) Techniques of Marketing Research :

Data Collections

— Sampling methods
— Questionnaire design
— Interviewing & field controls
— Trade Research
— Panel Research
— Omnibus Surveys
— Mail order Surveys
— Media Research
— (Print T.V. Outdoor, Radio & Cinema)
— Experimental Design

(4) Data Analysis

— Coding, editing & processing
— Statistics & significance testing
— Multivariate analysis
— Marketing Information System

(5) Selected Applications of Marketing Research

Section II :

(1) Consumer Behaviour :

— Introduction
— Application of Consumer Behaviour to marketing

(2) Consumer Needs and Motivation:

— What is motivation
— Motivational Research

(3) Personality and Consumer Behaviour:

— Nature of personality
— Theories of personality

(4) Learning and Consumer Involvement:

— Theories of learning
— Braud loyalty

(5) Communication and Consumer Behaviour:

— structure and process of Communication
— Barriers to Communication

(6) Consumer Decision Making:

— Four views of consumer decision making
.— Model of consumer decision making.

Paper II : Advertising Management & Services Management

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Section - I Advertising Management

(1) What is Advertising :

— Meaning and Concept,
— Impact of advertising,
— Advertising as a tool of Marketing,
— Need and importance of advertising
— Advertising as subordinate function of public relations/Information, persuasion, efforts
to integrate attitudes and actions.

(2) Publicity Advertising :

— Institutional advertising.
— Product advertising and institutional advertising in achieving sellers share of the Market.
— Role of institutional advertising in pre selling shares/in collection of funds.
— Co-ordination of Advertising with overall P.R. Programme.

(3) Advertising Agencies :

— The Role and functions of an Advertising Agency Competitive environment and client
expectation.
— Structure and functions
— Account servicing department
— Planning department,
— Creative department,
— Media department,
— Production department
Other related functions of an advertising agency :
— Market research,
— Public Relations,
— Sales Promotion,
— Advertising Campaigns.
— Steps in campaign planning.

(4) Advertising Media:

— Broadcast Media,
— Television,
— Video Advertising,
— Position Media,
— Posters,
— Media Research,
— Media Mix,
— Media Planning,
— Creativity in advertising.

Section - II : Marketing Services Management

(1) Introduction

— Meaning and role of services.
— Features of services.
— Nature & Classification of services.
— Services V/S Consumer Products.
— Services V/S Industrial Products.
— Limitations of Services

(2) Marketing strategies for Service firms.

— Marketing Mix Strategies for Services.
— Environmental Dynamics of marketing of Services in India

(3) Problems of Marketing of services in India.

— Services Management & Marketing,
— Marketing of Services-Its planning & position ,
— Advertisement of services, services marketing as an upcoming area in Marketing &
Advertising.

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Paper-III : Advance Marketing Theory

(1) Building Customer satisfaction through quality, service, value

— Defining customer value & satisfaction.
— Delivering Customer Value & Satisfaction.
— Retaining customers.
— Customer profitability.
— Total Quality Marketing.

(2) Analysing Business Markets (BM) and Business Buying Behaviour

— The Business Market.
— Business Manager
— Buying Decisions and Participants in Business Marketing

(3) Direct Marketing (DM)

— Nature, Growth and Advantages of DM.
— The development of Integrated DM.
— Developing a Data-based Marketing System.
— Major decisions in DM.

(4) Global Marketing (GM)

— Concept, Role of GM in business operation.
— Environmental and cultural dynamics of GMs.
— Global marketing strategies.
— Marketing logistics.
— Global marketing Research.

(5) Computer Applications in Marketing Management

— Advantages conferred by computers.
— Marketing subsystems can be computerised to advantage.
— Standard software can largely take care of the job.
— Organizing the Marketing outfit for computerisation.

Paper IV : Field Work on Marketing Theme of an Industry

Term Paper :

An assignment on selected topics on any of the specified aspect of Marketing based on field work experience at the end of the course will have to be completed by the student. After the completion of main examination and submission of the report, viva-voce shall be held.