MODERN DAY MARKETING

MANAGEMENT

Reference Books

1. Rural Marketing – second edition – Pradeep Kashyap (Pearson)

2. Rural Marketing – Alok Satsangi ( Balaji offset press)
3. Marketing – Asian edition, 2013 – Paul Baines, Chris Fill oxford university press
Course Outline: Module/Session/Topic/Reading

Session Chapter Topics Pedagogy Readings

Capturing Customer Value

Lecture with
Customer Database
Industry
Customer satisfaction
1&2 Capturing examples Chapter 1 of
Retention strategies
Customer Value Case study – Text Book
Customer Life time value
Customer Relationship
Management
Competitor Analysis
SWOT
Competitor profiling
Lecture with
Future Threats
Industry Competitive
Competitive Strategies
examples strategy by
Creating (Michael E Porter )
Michael E
3&4 Competitive Balancing customer and
Porter
Advantage competitor orientations
Chapter 2 of
Customer oriented company
text book
Competitor oriented
company
Market oriented company

Marketing Analytics
Identifying Marketing info
needs
Customer Database
Develop MIS
Marketing research Lecture with
Marketing Chapter 4 of
5,6 & 7 overview Industry
Analytics Text Book
Use of marketing examples
Information for forecasting
Online research

Social CRM
Social media
Branded communities
marketing Lecture with
Viral Marketing
Digital Marketing Industry Chapter 17 of
8&9 Mobile Platforms
E commerce examples Text Book
B2B
Direct Marketing
B2C
Online Marketing
C2C
 E Payment
E Security
Direct marketing
Online Marketing
Buying process
Buying situations
B2B Marketing & Lecture with
10, 11 & Govt & Institutional Markets Chapter 6 of
Business Buyer Industry
12, 13 E Procurement Text Book
behavior examples
Role of E – Hubs
Business Buyer behaviour
Lecture with
Global Environment Industry
Global Marketing decisions examples
Chapter 19 of
,14 & Export Case
Global Marketing Text Book
15, 16, 17 Joint venture
Licensing
FDI

Lecture with
Rural Economy
Industry
Rural Consumer Behavior Rural
examples and
Rural Marketing Research Marketing by
18, 19 & case study
Rural Marketing Distribution in Rural Rural Pradeep
20 Cases
communication Kashyap
Marketing in small towns
Future of Rural Marketing
Marketing of
Charitable trusts
Cases Chapter 17
Welfare societies
Social not for Marketing
19 & 20 Church/ Temple/ Religious
profit Marketing Asian edition
associations
Paul Baines
Not for profit organizations
Non profit marketing issues
Consumer protection
Environmentalism
Ethics in Societal Marketing
Lecture with
Marketing Morally difficult situations
Industry
21,22&23 Sustainable Sustainable Marketing Chapter 20
examples
Marketing Reduce reuse recycle
CSR Social responsibility

How to prepare Lecture with

Executive Summary Industry
24, 25 Developing
Marketing situation examples & Appendix 1
&26 Marketing Plan
Competitor Analysis Group Project
Budgets work
 Controls
Pricing
Performance measure
Artificial intelligence
iOT Lecture with Chapter 19
Automation/ Robotics Industry Marketing
27& 28 Marketing Trends
RFID examples Asian edition
Big Data in CRM Paul Baines
Cloud network
Speaker from Industry in
Lecture by
29 & 30 Guest lecture the area of Marketing
guest speaker
specialization
Total