Marketing Specialization

(ELECTIVE SUBJECTS)
MARKETING
CONSUMER BEHAVIOUR-19MBM01 (40 Hours)

Course Objectives:
At the end of the course it is expected that the students will be Proficient and
knowledgeable about the various disciplines contribution in understanding buyer
behavior in a holistic manner. Familiar with the advances in consumer research in
deciphering buyer motivation, and behaviour (pre-purchase, purchase and post
purchase), impact of social and cultural variables on consumption decisions equipped
with frameworks to analyze consumers behavior and use them in designing marketing
strategies and in enhancing the effectiveness of marketing programmers.
Learning Outcomes:
1. Students will understand the significance of consumer behavior in purchasing

process.
2. Students will explore the various components of consumer decision process.
3. Students will understand the role of culture and external influencing factors.
Module I Introduction (10 Hours)

What Is Consumer Behavior? Why Study Consumer Behavior? Evolution of Consumer
Behavior, How Do You Study Consumers? The Underlying Principles of Consumer
Behavior, Challenges for the Future. The role played by Digital media and Internet.
Module II Consumer Decision Process (10 Hours)

The Consumer Decision Process Model, Variables that Shape the Decision Process,
Types of Decision Process, Factors Influencing the Extent of Problem Solving Diagnosing
Consumer Behavior. Need Recognition, Search, Pre-Purchase Evaluation,. Quality and
satisfaction, Purchase Behavior in the E-Commerce Revolution, Consumer Resources:
What People Spend When They Purchase, Communicating with Consumers: Integrated
Marketing Communications, Post–purchase Processes, Measuring satisfaction and
value, Value/Satisfaction delivery process and programs. Retention of customers
through CRM.
8 Department of MBA
Module III Individual Determinants (10 Hours)
Self Concept, Needs & Brand Choice Need recognition process, gaps in self image and
ideal image, why certain attributes are used for evaluating brands, importance of
attributes and need strength, identifying need areas. VALS and grouping consumers.
Segmentation, targeting and positioning based on self and brand images. Consumer
Personality and Consumer Motivation, Need identification and classification
Module IV External Influences on Consumer Behaviour (10 Hours)

Family Influences on Buyer Behavior, Joint Decision making process, influences, roles of
different members, needs perceived and evaluation rules. Factors affecting the need
of the family, family life cycle stage and size. Social Class, Reference Groups, Cultural
Influences on Consumer Behaviour Impact of selling techniques on consumer behavior.
Impact of selling cost on production.
Homogeneity of needs in social class, product usage norms and evaluation rules within
class. Social Class stratification in India SEC, NCAER, BBDO, NRS, IRS classification of
society etc. Changes in Gender perspectives.
Cultural Influences on Consumer Behaviour

Understanding cultural and sub-cultural influences on individual, norms and their role,
customs, traditions and value system.
Consumer Beliefs, Feelings, Attitudes, and Intentions: Consumer Beliefs, Changing

consumer Attitudes. Opinion Formation, Opinion Change, How Businesses Shape
Consumers’ Opinions.
Text Book:
[1] Consumer Behavior By Roger D. Blackwell | Paul W. Miniard | James F. Engel |

Zillur Rahman.-Cengage
Reference Books:
[2] Consumer Behavior concepts and Applications By David L. Loudon & Albert J.
Della Bitta –McGraw Hill.
[3] Consumer Behaviour by Srabani Mukherjee, Cengage
9 Department of MBA
Digital and Social Media Marketing - 19MBM03 (40 Hours)
Course Objectives:
[1] This course will deliver industry background knowledge to navigate Internet
Marketing topics including online advertising, search, social media, and online
privacy.
[2] It will give a brief understanding to quantitatively and qualitatively evaluate an
experiment to measure the effectiveness of business decisions and online
advertising effectiveness in particular.
[3] Students will also gain knowledge to design and implement an experiment.
Learning Outcome
[1] Students will get firsthand knowledge about social media and their use.
[2] Impact of social media over marketing anf promoting the product can be
understood.
[3] Challenges to deal with digital media and marketing can be discussed and
techniques can be developed.
MODULE 1: (10 Hours)
Introduction to Digital Marketing: Key Concepts of Digital Marketing, Traditional vs.

Digital Marketing, The Opportunity of Digital Marketing, Characteristics of Digital
Marketing, Implications of Digital Marketing, Market ,Role of Internet; Current trends,
Info-graphics, implications for business & society; Emergence of digital marketing as a
tool; Drivers of the new marketing environment; Digital marketing strategy; P.O.E.M.
framework, Digital landscape.
Internet Marketing and Digital Marketing Mix: Internet Marketing, opportunities and
challenges; Digital marketing framework; Digital Marketing mix, Impact of digital
12 Department of MBA
channels on IMC; Digital marketing plan, Digital marketing models. Search Engine
Advertising, Display marketing .
Social Media Marketing: Introduction to social media platforms, penetration &

characteristics; Building a successful social media marketing strategy: Facebook
Marketing, Linkedin Marketing, Twitter Marketing, Instagram and Snapchat, Mobile
Marketing & E-mail Marketing.
Trends in Digital Advertising: Introduction and need for SEO, How to use internet &
search engines; search engine and its working pattern, On-page and off-page
optimization, SEO Tactics. Introduction to SEM ,
Web Analytics:- Google Analytics & Google AdWords; data collection for web
analytics, multichannel attribution, Universal analytics.
Text Book
[1] Digital Marketing , Seema Gupta, Mc-Graw Hill

[2] Fundamentals of Digital Marketing , Puneet Singh Bhatia, Pearson
Reference Books:
[1] Marketing 4.0: – Moving from Traditional to Digital, Philip Kotler, Wiley
[2] Social Media Marketing: A Strategic Approach , Melissa S. Barker |Donald I.
Barker |Nicholas F.
[3] Bormann | Debra Zahay | Mary Lou Roberts , Cengage
[4] Digital Social Media Marketing, Prof. Nitin C.Kamat, Mr.Chinmay NitinK amat ,
Himalaya Publishing House Pvt. Ltd.
SERVICES MARKETING- 19MBM05 (40 Hours)
Course Objectives:
This course aims to help participants appreciate the ever increasing significance of
services in the economies worldwide and specifically, in the marketers’ scheme of
things. Creating and marketing value in today’s increasingly service and knowledge-
intensive economy requires an understanding of the powerful design and packaging of
‘intangible’ benefits and products, high-quality service operations and customer
information management processes, motivated and competent front-line employees,
a loyal and profitable customer base, and the development and implementation of a
coherent service strategy to transform these assets into improved business
performance..
Learning Outcomes:
1. The Students will understand the challenges of Marketing Services and relevance
of Marketing mix of 7ps.
2. To make the students analyze the difficulties of service position, core and
supplementary products.
3. To make students understand significance of Services processes, how to balance
supply and demand for the physical capacity.
4. The students will analyze how to build loyal employees for service quality and
pricing.
Module -1 - Understanding services products, consumers and Markets:
(10 Hours)
Introduction, services in the modern economy, Classification of services, marketing
services Vs. Physical services, services as a system. Positioning services in a competitive.
Module -2 - Service Products: (8 Hours)
`Developing Services products-core and supplementary, Distribution through physical
and digital channels, Setting Prices and revenue management, Service promotion and
educating customers.
Module-3 - Managing Customer Interface: (10 Hours)

Designing and managing services processes, Balancing demand and supply/capacity,
Service environment-services cape, managing service people for competitive
advantage.
Module – 4 Customer Relationship Management (12 Hours)

Managing relationship and building service loyalty, handling of customer complaints
and service recovery, Improving service quality-SERVQUAL-service productivity,
Achieving Service Leadership position.
Text Book:
[1] Christopher Lovelock, Jochen Wirtz & Jayant Chattarjee: Services Marketing
People, Technology, Strategy, Eight Edition, Pearson Education.
Reference Book:
[2] Valarie A.Zeithaml & Mary Jo-Bitner: Services Marketing-Integrating Customer

Focus Across the Firm, TMH.

Marketing Specialization

Uploaded by

Copyright:

Available Formats

Marketing Specialization

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Specialization

Uploaded by

Copyright:

Available Formats

(ELECTIVE SUBJECTS)

CONSUMER BEHAVIOUR-19MBM01 (40 Hours)

1. Students will understand the significance of consumer behavior in purchasing

Module I Introduction (10 Hours)

Module II Consumer Decision Process (10 Hours)

Module IV External Influences on Consumer Behaviour (10 Hours)

Cultural Influences on Consumer Behaviour

Consumer Beliefs, Feelings, Attitudes, and Intentions: Consumer Beliefs, Changing

[1] Consumer Behavior By Roger D. Blackwell | Paul W. Miniard | James F. Engel |

MODULE 1: (10 Hours)

Introduction to Digital Marketing: Key Concepts of Digital Marketing, Traditional vs.

MODULE 2: (10 Hours)

MODULE 3: (10 Hours)

Social Media Marketing: Introduction to social media platforms, penetration &

MODULE 4: (10 Hours)

[1] Digital Marketing , Seema Gupta, Mc-Graw Hill

Module -1 - Understanding services products, consumers and Markets:

Module-3 - Managing Customer Interface: (10 Hours)

Module – 4 Customer Relationship Management (12 Hours)

[2] Valarie A.Zeithaml & Mary Jo-Bitner: Services Marketing-Integrating Customer

You might also like