MBA (Elective-Marketing)

Advertising Management
Subject Code:MBA162B
Credit :(3 L)

Objectives:
To understand the process of marketing communications.Tounderstand and integrate marketing
communications theory and concepts with all elements of the promotional mix. To acquaint
students with approaches and methods to develop, execute and evaluate advertising campaigns.
Unit I:
Concept and definition of advertisement  – Social, Economic and Legal Implications of
Advertisements – setting advertisement objectives – Ad. Agencies – selection and remuneration
– advertisement campaign.
Unit II:
The promotional mix; segmentation, Targetting and positioning and their role in promotion.
Promotional objectives, determination, types and approaches, DAGMAR approach, problems in
setting objectives; Advertising budget, establishment and allocation, budgeting approaches
Unit III:
Message development – different types of advertisements – layout – design appeal –copy
structure  – advertisement production. Media Research – testing validity and reliability of ads –
measuring impact of advertisements. Advertisement copy, Its components and types; The
importance of creativity in advertising, creative strategy and process, implementation and
evaluation
Unit IV:
Media Planning, Establishing Media objectives, Media strategies, Media mix, Reach Vs.
Frequency, Creative aspects, budget considerations, Evaluation of Broadcast media, Print media,
Support media, Internet and interactive media etc.; computers in Media planning.
Unit V:
Measuring the effectiveness of the promotional program, Advertising Research, Market testing,
Testing via internet, Pre testing, Post testing, Laboratory Tests, Field tests, PACT (Positioning
Advertising Copy Testing)

Course outcome
At the end of the course the students will be able to:

CO1: Identify and respond to clients' advertising and marketing communications objectives by
applying principles of marketing and communications.

CO2: Develop an advertising plan and present and defend it persuasively.Contribute to

evaluating the effectiveness of advertising and marketing communications initiatives.

CO3: Collaborate in the development of advertising and marketing communications material, in

compliance with industry standards and business practices.
CO4: To gain knowledge about Valuation and measurement of advertising and sales promotion
effectiveness, Company organization for advertising: sales manager and Sales Promotion
Manager

MAPPING COURSE OUTCOMES LEADING TO THE ACHIEVEMENT OF

PROGRAM OUTCOMES AND PROGRAM SPECIFIC OUTCOMES:

Course Outcome Program Outcome

CO Po1 P02 Po3 P04 Po5 Po6 Po7

CO1 H H L

CO2 H L M H L

CO3 H M

CO4 M M

H = Highly Related; M = Medium L = Low

Suggested Readings:
1. Kenneth Clow. Donald Baack, “Integrated Advertisements, Promotion and Marketing
communication”, Prentice Hall of India, New Delhi, 2003.

2. S.H.H.Kazmi, Satish K Batra, “Advertising & Sales Promotion”, Excel Books, New Delhi,
2001.

3. George  E Belch, Michel A Belch, “Advertising & Promotion”, McGraw Hill, Singapore,

1998.

4. Belch M A and Belch G E- Advertising and Promotion – An Integrated

Marketing Communication Perspective (Tata McGraw-Hill) 2003. 6th ed
 MBA (Elective-Marketing)
Retail management
Subject Code:MBA461B
Credit:(3 L)

Objectives:
To introduce the student to the field of retailing management and enable them to understand the
problems and issues faced by retailers and develop winning strategies for retailing business.

UNIT–I:
An overview of marketing function, Role of retailers  – Retail industry of India Prospective
analysis  – Retail environment  – Socio economic and Technological influences on retailing  –
Government Policy relating to Retailers.
UNIT–II:
Types of retail institutions – Structural analysis and operational details of each type Nature of
Competition in retail industry  – Emerging trend in retailing  – Demographic, economic and
psychographic trends of target market.
UNIT–III:
Sales force identification – Essential features of retail Service Providers –Investment Decisions
– Financial aspects  – budgeting  – An overview of theoretical aspects of retail accounting.
Physical distribution and inventory Management – Supply chain and logistic management for
retailing – Retail Management Information Systems.
UNIT–IV:
Customer behaviour and Customer Relationship Management in retail environment   – Product
Choice  – Sourcing  – Display and Space Management  –Pricing for retailing  – Objectives and
Policies  –Advertisement and Sales Promotion for retailing.

UNIT V

International Retailing- Introduction, Stages in Retail Global Evolution, Reasons for Going

Global, Benefits of Going Global, Market Entry Methods
 E-Tailing- Introduction, E-tailing, Role of Technology in Satisfying Market Demand,
Technology in Retail Marketing Decisions, Structure and Developments in E-tailing, Factors
Influences the Growth of E-Tailing,  Advantages & Disadvantages of E-Tailing,

Course out comes-

CO1 The role and relevance of retail Management
CO2 Types and trends of retailing •
C03The difference between the organized and unorganized retail sector
C04 The role and importance of international retailing , Retail pricing strategies • Retail
segmentation and relationship marketing

CO Po1 P02 Po3 P04 Po5 Po6 Po7

CO1 H H H H

CO2 L M L

CO3 M

CO4 M H

Reference Books:
1.P.K.Sinha,andD.P.Uniyal,ManagingRetailing,OUP,New Delhi,2012
2.Bajaj,Tuli,andSrivastava,Retail Management,OUP,New Delhi,2010
 MBA (Elective-Marketing)
Rural Marketing
Subject Code:MBA166B

Credit: (3 L)

UNIT I
Introduction to Indian Rural Marketing: Definition, scope of rural marketing, concepts,
classification of rural markets, rural vs. urban markets. Rural marketing environment:
Population, occupation pattern, income generation, location of rural population, expenditure
pattern, literacy level, land distribution, land use pattern, irrigation, development programs,
infrastructure facilities, rural credit institutions, rural retail outlets.

UNIT II

Rural Consumer behaviour: Factors affecting Consumer Behaviour, Social factors,

Technological Factors, Economic Factors, Political Factors, Characteristics of Rural consumer-
Age and Stages of the Life cycle, Occupation and Income, Economic circumstances, Lifestyle,
Personality and Brand Belief,

UNIT III

Rural Marketing of FMCG’s: Indian FMCG industry, characteristics of Indian FMCG sector,
Challenges in the FMCG industry, Rural Marketing of FMCG’s, Rural Marketing of Consumer
durables: Issues related to consumer durables in the rural market, Rural Marketing of Consumer
durables, marketing of financial services: Marketing objectives and approaches

UNIT IV

Innovation in Rural Markets, Significance of innovation in rural markets, The intervention of IT

in Rural Markets, The emergence of Organised retailing in Rural India, Key Drivers of
Organised Retail, Cases in organized retail, Operative Models adopted by Indian Companies.

Unit V

Future of Rural Marketing, Changing Role of Rural Sector in India;

Rural Income and Demand, Marketing of Agricultural products, improvement measures taken by
the Government Initiatives by Co-operative and Private Sector, Rural Female Empowerment,
Suggested Readings
1. Rama Bijapurkar (2007), We are Like That Only, the logic of Consumer India,
Penguin Books
2. Prahalad C.K (2008), Fortune at the Bottom of the Pyramid, PearsonPublication
3. R V Badi, N V Badi, Rural Marketing, 2008, Himalaya Publishing House.
4. U C Mathur, Rural marketing, Text and Cases, 2008, excel books
5. CSG Krishnamacharyulu, Lalitha Ramakrishnan, Cases in Rural marketing, An
Integrated Approach, 2006, Pearson Publication

COURCE OUTCOME:

C01 gain insight into the socio-economic structure of rural India o

CO2 understand the prospects and problems of rural development in India

C03 would understanding on the Rural Marketing with special reference to Indian context

C04 would develop skills required tor planning of Rural Products.

CO Po1 P02 Po3 P04 Po5 Po6 Po7

CO1 H H H H

CO2 L M L

CO3 M

CO4 M H