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SEMESTER III
SPECIALISATION MARKETING
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MS-118 PRODUCT & SALES MANAGEMENT
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Product concept - classification, portioning, policies, strategies,
segmentation,
product development product mix, product life style, branding, packaging,
Product
introduction, failure analysis, Test Marketing.
Sales Management - Nature and scope, sale plan Forecast, Budgets,
territories,
sales displays, Sale organization structure - sale managers, Supervisors,
Salesmen -
Recruitment and training, Selection of sales personnel need and methods of
training.
Reporting by sales personnel Remuneration and motivation of sales personnel.
Distribution channel-factors influencing channel choice, Types
of distribution
channel logistics, planning case studies & control.
MS-119 ADVERTISING & SALES PROMOTION
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1. Advertising definition, unprolific, nature scope. Types of advertising
- Advertising
based on document and influence lend, institutional and product advertising
industrial
advertising , trade advertising etc. Sponsorship arrangements. Extents
geographical
coverage.
2. Advertisement copy - Attributes of a good copy, structure of an
advertisement
copy, Designing individual advertisements. Copy testing - pretest and post
tests.
3. Social and economic aspects of advertising criticism of advertisement.
Ethics
and truth in advertisement. Regulation & control of advertisement.
4. Media planing - Media strategy, Different Media. Advertising
agency.
Functions of advertisement agency. Agency compensation. Advertisement
budgets.
Retail and cooperative advertisement.
5. Sales promotion - definition, types of sales promotion, consumer sales
promotion, trade sale promotion, Limitation of sales promotion.
MS-120 CONSUMER BEHAVIOUR AND MARKET RESEARCH
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Factors of buyer behavior. Models of buyer behavior perception,
learning, personality, self-concept. Consumer decision making. Attitudes,
needs. Attitude change strategic. Demographics. Psychographics. Diffusion -
environmental. cultural,
social. Reference group influences, family decision making. Communication,
Opinion, leaders, Situational determinants of consumer behavior.
Motivational research
techniques.
Marketing research - Introduction, Process of market research.
Problem
identification, Definition. Research design, sources of information, Data
collection
methods, Sample plan method, size, questionnaire design, Data analysis.
Report
writing. Types of market research.
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