MARKETING

CODES

SUBJECT TITLE
INTERNAL
MARKS
EXTERNAL
MARKS
CREDIT
UNITS
Lecture Tutorial Practical
MBT 506 Rural Marketing 40 60 4 4 0 0
MBT 507 Marketing Research 40 60 4 4 0 0
MBT 508 Retail Management 40 60 4 4 0 0
MBT 526 Services Marketing and Social Media 40 60 4 4 0 0
MBT 527 Advertising and Sales Management 40 60 4 4 0 0
MBT 528 Consumer Behaviour 40 60 4 4 0 0


















MBT 506 RURAL MARKETING
Maximum Marks: 100 External Marks: 60
Internal Marks: 40
Credit Units: 4



Objectives: The course outlines different concepts and basic practices in the area of
rural marketing. Besides, it also discusses in detail the challenges and opportunities in the
field of rural marketing

UNIT-1
20 Hours
Introduction to Rural Management: Importance, market size and physical structure of
rural society, corporate interest in rural market, classification of rural products and rural
market, socio-economic reforms, use of durable and non-durables by Indian rural folk
(10hrs)
Marketing of Consumer Durables: Rural communication-challenges and strategies, types
of rural communication
(10 hrs)
UNIT-2
22 Hours
Rural Consumers in India: Geographical spread and differentiation, behaviour of rural
consumers, rural market segmentation, occupational segmentation, sociological
segmentation, Thomson rule of market index, lin-quest and mica rating, targeting, selection
of segments
(11 hrs)
Product pricing and promotion strategies
(11 hrs)
UNIT-3
22 Hours
Marketing of Agricultural Products: Agricultural inputs and their types, government
efforts, challenges, marketing the rural non-farm products, marketing network, social
structure of rural society
(6 hrs)
Marketing Agencies and Institutions: Various types of distribution channels in rural
marketing, introduction to rural financing, sources of finance, requisites of a good finance
system
(6 hrs)
National Level Credit Agency: NABARD, functions of NABARD, schemes and patterns of
NABARD
(10 hrs)


L T P
4 0 0

Total Hours: 64



Recommended Textbooks:
1. Warren M, Financial Management for Farmers and Rural Managers, Blackwell
Publishing
2. Prag P A, Rural Diversification, EG Books
3. Thorner Daniel and Morner Alice, Land and Labour in India, Asia Publishing House
4. Deu S. Mahendra and Basu K.S., Economic and Social Development, Academic
Foundation
5. Gopalaswamy T.P., Rural Marketing Environment, Problems and Strategies, Vikas,
1st Ed.


NOTE FOR THE PAPER SETTER

The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2
questions from each unit. All questions carry equal marks.







MBT 507 MARKETING RESEARCH

Maximum Marks: 100 External Marks: 60
Internal Marks: 40
Credit Units: 4



Objectives: The purpose of this course is to enable students learn marketing
research and tools and techniques of marketing research. More precisely, it intends to
inculcate the analytical abilities and research skills among the students.

UNIT-1
20 Hours
Marketing Research: Meaning and importance stages in the marketing research process,
scope of marketing research function, problem formulation
(4 hrs)
Research Design: Meaning and importance, concept of causality, basis of classification of
various types of research designs, exploratory, descriptive, quasi experimental and
experimental research design
(6 hrs)
Market Segmentation Product Research: New product development process, test
marketing
(10 hrs)
UNIT-2
22 Hours
Data Collection: Types and sources of secondary data, basic methods of collecting data
tabulation, analysis and interpretation of data.
(11 hrs)
Questionnaire Planning and Executing Advertising Research: Media research, copy
testing, brand positioning, motivation research
(11 hrs)

UNIT-3
22 Hours
Application of Marketing Research: Market segmentation, product research, price
research, distribution research, advertising research, sales promotion research, marketing
research report

(11 hrs)
Analysis of Marketing Research: Sales analysis, market potential analysis, sales
forecasting
(11 hrs)
L T P
4 0 0
Total Hours: 64





Recommended Textbooks:

1. Naresh Malhotra, Marketing Research: Applied Orientation 5th Pearson
2. Boyd, Westfall & Stasch, Marketing Research, 8th AITBS
3. Zikmund, Marketing Research, Cengage Learning, New Delhi.
4. Luck & Rubin , Marketing Research, 7th Prentice Hall India
5. Churchill, Marketing Research, Cengage Learning, New Delhi.



NOTE FOR THE PAPER SETTER

The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2
questions from each unit. All questions carry equal marks.



















MBT 508 RETAIL MANAGEMENT

Maximum Marks: 100 External Marks: 60
Internal Marks: 40
Credit Units: 4



Objective: The course has been designed to enable students to understand retail
practices; global dynamism of retail sector, synergies created by integration of retail
concepts and practices besides sharpening the managerial capabilities of students.

UNIT-1
20 Hours
Overview: Introduction to retailing, concept, nature, scope, functions, building and
sustaining relationships, retail organization structure, retail management process types of
retail outlets, market structure and control, planning and development
(10 hrs)
Forms of Retailing: Retail institutions by ownership, retail institutions by store-based
strategy mix, non store-based and other forms of nontraditional retailing
(10 hrs)

UNIT-2
22 Hours
Managing Retail Mix: Targeting customers and gathering information, communicating
with customers, market/competitors, promotional strategies, choosing a store location,
trading-area analysis, site selection, store design layout and display
(11 hrs)
Managing Retail Business: Retail organizations and HRM, operations management,
financial and operational dimensions, managing retail services, service characteristics,
branding, perception of service quality, sales force management
(11 hrs)
UNIT-3
22 Hours
Delivering the Product: Retail information systems, merchandise management and
pricing, merchandise plan, merchandise buying and handling, people in retailing
(11 hrs)
International Retailing: Internationalization and globalization, shopping at world stores,
internationalization process, culture, business and international management

(11 hrs)
Total Hours: 64


L T P
4 0 0
Recommended Textbooks:

1. Berman B and Evans J R, Retail Management, Pearson Education, 2002.
2. Michael Levy M and Weitz B W, Retailing Management, Tata McGraw-Hill, 2004.
3. Newman A J and Cullen P, Retailing: Environment and Operations, Vikas Publication,
2002.
4. Varley R and Rafiq M, Principles of Retail Management, Palgrave, 2004.
5. Lamba, The Art of Retailing, Tata McGraw-Hill, 2001.


NOTE FOR THE PAPER SETTER
The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2
questions from each unit. All questions carry equal marks.














MBT 526 SERVICES MARKETING AND SOCIAL MEDIA

Maximum Marks: 100 External Marks: 60
Internal Marks: 40
Credit Units: 4



Objectives: Primarily, the course objective is to make students familiar with
growing importance of Services Marketing and to introduce the benefits, types and scope of
services; and to understand the steps involved.

UNIT-1
20 Hours
Concept of Services: Services classification, service characteristics, service development
and design, differentiation between goods and services
(5 hrs)
Knowledge of Growth of Services in Indian Market: Banking and financial service,
hospitality and IT services, telecom and upcoming service industries
(5 hrs)
Service Quality: Developing competence to ensure service quality through Integrated
Quality Gaps Model, strategies or prescriptions for closing the gaps, SERVQUAL
(5hrs)
Marketing in Service: An overview of the role of marketing in services sector, service
marketing mix, new service development process, physical evidence and services capes
service marketing triangle

(5 hrs)
UNIT-2
22 Hours

Service Delivery Management: Demand and capacity management, waiting line
strategies, delivering and performing services through employees, role of intermediaries in
service industry, types of service channel and channel selection
(8 hrs)
Consumer Behavior and CRM: Consumer decision making process, role played by
different constituents, service failure, service recovery strategies, service mapping and
service blueprint, customer loyalty
(8 hrs)
Segmentation: Service differentiation, positioning and pricing of services and various
approaches and strategies, integrated services marketing communication
(6 hrs)



L T P
4 0 0
UNIT-3
22 Hours

General Overview of the Social Media: Social media, its evolution and the importance of
social media to business
(11 hrs)
Social Media Marketing Campaigns: Foundation of viral/word-of-mouth marketing,
components of a comprehensive, well-integrated social media strategy, pros and cons of
relying on word-of-mouth and buzz
(11 hrs)


Total Hours: 64




Recommended Textbooks:

1. Zeithmal A Valarie and Bitner Mary, Services Marketing, Tata McGraw Hill,
New Delhi.
Lovelock, Christopher H. Services Marketing, Pearson Education, New Delhi
2. P.k. Sinha & S.C. Sahoo , Services marketing Text & Readings, Himalya Publishing
House
3. Helen Woodruff, Services marketing, Macmillan India ltd.
4. Services Marketing, by Zeithaml, Bitner, and Gremler



NOTE FOR THE PAPER SETTER

The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2
questions from each unit. All questions carry equal marks.




MBT 527 ADVERTISING AND SALES MANAGEMENT

Maximum Marks: 100 External Marks: 60
Internal Marks: 40
Credit Units: 4


Objectives: The course intends to expose students to the principles and practices of
advertising and sales promotion and develop the conceptual abilities in this functional area
of marketing. Not only this, it also attempts to develop the skills of the students, which will
help them to prepare effectively for a career in the advertising and sales promotion
function of any company.
UNIT-1
20 Hours
An Introduction to Integrated Marketing Communications: Process of marketing
communication, definition and scope of advertising management, determination of target
audience, advertising and consumer, behaviour, setting advertising objectives, DAGMAR,
determining advertising budgets, advertising, strategy and planning, creative strategy
development and implementation.
(10 hrs)
Consumer Behaviour and Advertising: Cognitive psychology, social and cultural
influence on consumer behaviour, learning theory, product and brand image,
communication process / communication models
(10 hrs)
UNIT-2
22 Hours
Copy and Creativity Theories : USP and brand image, pre-writing considerations and
advertising appeal, headlines, body copy, slogan copy for audio medium, copy for TV, layout
creation and techniques for obtaining readership
(11 hrs)
Advertising Budget: Subjective methods, fixed guideline methods, objective and task
method

(11 hrs)
UNIT-3
22 Hours
Public Relations: Publicity and corporate advertising, unconventional promotional media,
print media, broadcast media, out of home media, developing the media plan , internet and
interactive media, promotion objectives and budget determination, measuring IMC
performance
(11 hrs)
L T P
4 0 0
Consumer Perception: Concept and elements of perception, consumer imagery, perceived
risk, the legal and ethical environment of promotions, international advertising and
promotion
(11 hrs)
Total Hours: 64hrs




Recommended Textbook
1. Kruti Shah, Alan DSouza, Advertising & Promotions, Tata Mac Graw Hill
2. Belch and Belch., Advertising and Promotion, Tata Mac Graw Hill
3. Cundiff, Govoni & Still, Sales Management, Prentice Hall India


NOTE FOR THE PAPER SETTER

The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2
questions from each unit. All questions carry equal marks.









MBT 528 CONSUMER BEHAVIOUR

Maximum Marks: 100 External Marks: 60
Internal Marks: 40
Credit Units: 4



Objectives: After completing this course, the students will have a sound knowledge of
theories of consumer behaviour. This will help them to identify the psychology of the
existing as well as the potential customers which will be immensely helpful in chalking out
the strategies to retain the existing customers and to attract the potential customers.

UNIT-1
20 Hours
Introduction to Consumer Behavior (CB): Nature and importance of CB, application of
CB in marketing, consumer research process
(6 hrs)
Individual Determinants of CB: Perception process, consumer imagery, perceived risk
Learning: Principles, theories, personality, nature, theories, self concept, psychographic
and life style attitude, structural model of attitude, attitude formation and change
(4 hrs)
Motivation: Needs/motives and goals, dynamic nature of motivation, arousal of motives,
theories
(10 hrs)
UNIT-2
22 Hours
Group Determinants of CB: Reference group influence, types of consumer relevant
groups, factors affecting group influence, application of reference group concept
(11 hrs)
Family and Decision Making: Functions of family, family decision making, family life cycle
(FLC), opinion leadership and personal influence, diffusion of innovation, adoption process,
diffusion process
(11 hrs)
UNIT-3
22 Hours
Environmental Influences on CB: Social class, life style profile of social class, application
to CB, culture, characteristics, cross cultural understanding
(11 hrs)
Consumer Decision Making Process: Problem recognition, information search process
and evaluation, purchasing process, post purchase behaviour, models of CB-Nicosia,
Howard and Sheath
(11 hrs)

L T P
4 0 0

Total Hours: 64


Recommended Textbook:
1. Schiffman, L.G. and Kanuk, Consumer Behavior, Prentice Hall
2. Loudon, D. and Bitta, Consumer Behavior, Tata Mc Graw Hill
3. Rajeev Kumar, Consumer Behavior, Himalaya Publishing

NOTE FOR THE PAPER SETTER
The syllabus has been divided into three units. Paper setter will set 3 questions from each unit
and 1 compulsory question spread over the whole syllabus consisting of 5 short answer
questions. Compulsory question will be placed at number one. Candidate shall be required to
attempt 6 questions in all including compulsory question and selecting not more than 2
questions from each unit. All questions carry equal marks.