Consumer Behavior
This course covers various aspects of Consumer Behavior, such as the stages through Procurement Management, which a buyer travels before making a purchase, different factors like social, psychological, situational, commercial etc. influencing this decision. It highlights the impact on five important areas of decision making: target market, positioning, product design, pricing, advertising message, and distribution type and level. It will help in relating the important role played by CB in formulating marketing strategies and its role in Consumer satisfaction and retention.
Advertising and Sales Promotion
This course focuses on behavioral aspects of consumer and how to link the same with campaign planning and comprehend the influence of advertising and sales promotion in consumer decision making. It develops an understanding of global and Indian perspectives of advertising. It helps to find new and better ways beyond traditional media to communicate with the target audience. Finally, it helps to plan out a promotion which may help build short term sales without deteriorating long term image.
Product Management
In current times where doing businesses has become highly dynamic and robust, we have entered into a time and age where project times are getting reduced and product differentiations getting diluted, where consumer loyalty is almost passé and research agencies are overworking on researching on the research tools to be used to do correct analysis, all business oriented professionals need be up to date on the contextual familiarity of the concepts from which Product Management stems as a philosophy.
To provide a platform for a holistic view of the product management function, with an objective of creating value and building customer satisfaction. The course, also aims at enriching the students about product portfolio with an objective of building interdisciplinary approach to understanding marketing function.
Marketing Research
This course helps in understanding the nature and scope of marketing research in marketing management decisions. It showcases how to support marketing decisions with technical, research and managerial skills. It develops an appreciation for various concepts pertaining to research process and data analysis. It helps in comprehending the underlying patterns or relationships for a large number of variables. Finally, it helps in understanding the significance of preliminary data analysis and application of advanced analytical methods.
International Business
To be updated soon.
Brand Management
The course on Brand Management is intended to develop an understanding of and competence in building and managing brands and their equities.
Sales and Distribution Management
This course helps in the understanding of the nature and scope of sales management in successful marketing management. It develops an appreciation for the available and various concepts pertaining to the sales process, hardcore activities in the field, and final delivery of sales targets and profits, within the crowded and competitive markets. It helps to comprehend the underlying needs for customer relationships and customer relations management (CRM). Finally, it helps in understanding the significance of distribution management and dealer relations in the market for success -- especially through their personal selling and sales promotion activities and support.
Services Marketing
This course helps in the understanding of the types of services, customer requirements and need of different marketing strategies. It describes unique aspects of services, and the challenges involved in marketing and managing services. It discusses key issues required in demand and capacity management, relationship management, service quality, and service recovery. Also, it assesses the peculiar differences between goods and services marketing and distinctive marketing.
Pricing Management
This course is designed to teach students how to price goods and services by providing a framework for understanding pricing strategies and tactics.
Retail Management
This course helps students to understand the basic concepts of retail marketing. It will help the student to grasp the changes occurring in the environment as well as fine tune the importance. It will hone the retail market strategy, location analysis, and decision making as well as financial strategy. It will equip them with managing the retail store as well as the layout to ensure customer service backed by logistics.
Customer Relations Management
The aims of this course are to understand the significance of customer relationship management in contemporary business circumstances, to understand the process, tools and use of technology in managing customer relationships, to understand the role of customer relationship management in sales and marketing functions, to study the customer life cycle and life-time value and to develop an understanding of customer data, various metrics and concept of customer loyalty.
B2B Marketing
The objectives of this course are to appreciate and understand the unique role of B2B Marketing, to learn about the similarities & differences with B2C Marketing, to learn about the critical success factors in B2B Marketing: internal & external and to understand the business customers and their buying behavior.