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IMN502:MARKETING MANAGEMENT-II
Module-IFundamentals of Product and Brand Management:
Meaning of product, Goods & Services Continuum, Classification of consumer products and industrial products - Product Mix: Length, Width, Depth and Consistency- New Product Development & Product Life Cycle : New Product Development Process: Idea Generation to commercialization- Product Life Cycle: Concept & Characteristics of Product Life Cycle. Relevance of PLC and Strategies across stages of the PLC.
Branding: Introduction to Branding, Product vs. Brand, Meaning of a brand, brand equity & brand elements. Packaging & Labeling : Meaning & role of Packaging & Labeling, Five year Integrated MBA Syllabus for admission batch 2016-17
Module-II Pricing Basics:
Meaning, Importance and factors influencing pricing decisions. Setting the price: Setting pricing objectives, Determining demand, Estimating costs, Analyzing competitors’ pricing, Selecting pricing method, pricing approaches
Module-III Distribution and Channel Management
The Role of Marketing Channels: Channel functions & flows, channel levels. Channel Design Decisions: Analyzing customers’ desired service output levels, establishing objectives & constraints, Identifying & evaluating major channel alternatives, Channel conflicts and resolution (Overview only) Channel Options: Introduction to Wholesaling, Retailing, Franchising, Direct marketing, ECommerce Marketing Practices.
Module-IV Basics of Promotion:
The role of marketing communications in marketing effort, Communication Mix Elements : Introduction to Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing, Concept of Integrated Marketing Communications (IMC)