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JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, KALKAJI

PGDM SYLLABUS
BATCH (2010-2012) TRIMESTER VI MARKETING SPECIALIZATION

EM 6101 Strategic Marketing Credits: 3 Lectures: 30

Objective: The aim is to familiarize the students in analyzing the strengths and weaknesses of the markets, customers and build a competitive edge over other players in the markets Contents Unit I: Market led Strategic Management Strategic Marketing Planning Marketing Strategy Process Establishing the Core Strategy Creation of Competitive Position Competitive Market Analysis The Changing Market Environment (New) Framework for macro-environment analysis Changes in Marketing Infrastructure and Practices New Strategies for Changing Environments
Industry Analysis 6

No. of Lectures 6

Unit II:

Unit III:

Unit IV: Unit V:

The five forces model of Industry competition SPACE Analysis The Competitive Advantage Matrix Understanding of Marketing R resources Customer and Competitive Analysis Identifying Current and Future Competitive Positions Segmentation and positioning principles Principles of competitive positioning Segmentation and positioning research Selecting target markets Competitive Positioning Strategies Creating Sustainable Competitive Advantage Offensive and defensive competitive strategies Competing through strategic alliances and networks Competing through superior service and customer relationships Competing through innovation and new product development Competing through e-Marketing (New) Implementation through internal marketing 6 6

Marketing strategies for the twenty-first century


Suggested Readings: Text Books 1. Hooley G J, Saunder JA and Piercy N F: Assessing Advantage, Prentice Hall, 3rd Edition, 2004. 2. Kotler P and Armsstrong G: Principles of Marketing, 7th Edition, 2006. The list of cases and specific reference including recent articles and research studies will be notified by the faculty at the commencement of the course.

Evaluation Criteria

Final Exam Mid Term Assignments Attendance & Class Participation

= = = =

60% 20% 10% 10% 100%

EM 6102 Brand Management Credits: 3


Objectives: More and more firms of all types have come to the realization that one of the most valuable assets they have is the brand names associated with their products or services. Despite this recognition, very little attention has been paid to the subject in management, especially in PGDM programs. Strategic Brand Management is an advance PGDM elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions and ; 3) to provide a forum for students to apply these principles at the consumer level that will improve managerial decision-making with respect to brands. One aim of the course is to make these concepts relevant for any type of organization (Public or private, large or small, etc.).

Lectures: 30

Contents: Unit I: Unit II: Unit III: Introduction to Brand Management Course Structure and Content History of Branding Why do brands matter? Overview of Brand Equity Examples of Strong Brands Brand Management Process Creating Mental Maps Brand Building Blocks Brand Positioning Criteria Brand Positioning Criteria Brand Element Guidelines and examples Building Brand Equity Perceived Quality Value Pricing Blending Push and Pull Strategies Integrated Marketing Communications Leveraging Secondary Associations

No. of Lectures 4

Unit IV: Unit V: Unit VI:

Measuring Brand Equity Indirect and Direct Measures of Brand Equity Qualitative, Exploratory Research Quantitative, Tracking Research Experimental Approaches Industry Measurement Models Financial Measures of Brand Equity Brand Equity Measurement System Managing Brand Equity 1 Corporate Branding Strategy Brand Hierarchy Brand Portfolios Line Extensions Category Extensions Managing Brand Equity 2 Reinforcing Brands Revitalizing Brands Global Branding Strategies

Suggested Books: 1. Aakers David: Managing Brand Equity, Free Press, 2nd Edition, 1991. 2. Aakers David: Building Strong Brands, Free Press, 1st Edition, 1996. 3. Kapferer Jean Noel: Strategic Brand Management, Kogan Page, 1st Edition, 2000. 4. Moorthi Y L R: Brand Management, Vikas Publishing, 4th Edition, 1999.

Evaluation Criteria

Final Exam Mid Term Assignments Attendance & Class Participation

= = = =

60% 20% 10% 10% 100%

EM 6104 International Marketing Credits: 3 Lectures: 30

Course aims and objectives: This course aims introducing students at marketing concepts & techniques in an international context. It is designed to enable students to acquire expertise in developing marketing strategies for entering in an international market and evaluate strategic options in the implementation of international marketing programmes. Contents Unit I: Unit II: Introduction Importance of International Marketing How is it different from domestic marketing International Marketing Concept Drivers of International Expansion The International Marketing Environment 4 No. of Lectures 2

Protectionism & Liberalization


The economic Environment Political environment Legal environment Social / Cultural environment Competitive environment Factors influencing buyer behaviour Overseas Marketing Understanding Customers Buying Behaviour in different countries Using marketing research to identify opportunities Similarities and differences International Constraints & Barriers Tariff and Non Tariff 3

Unit III:


Unit IV:

Market Entry Strategies Factors influencing choice of entry mode Indirect Exporting, Direct Exporting Foreign Manufacturing Strategies with and without direct investment Choosing among alternatives and identifying foreign market potential

Unit V:

International Product Development Strategy New Product success or failure The new product planning & development process The international PLC concept Product Standardization & Adaptation Branding strategies and packaging decisions

Unit VI: Unit VII: Unit VIII:

Pricing for International Markets Strategic nature of export pricing Pricing objectives Factors affecting pricing decisions Various pricing strategies Feasibility of marginal cost pricing International Distribution & Logistics

Foreign market channel management Channel members expectations and performance Trends in distribution structures and theory The strategic & tactical use of distribution to gain competitive advantage Logistics of physical distribution management Promoting goods in International Markets Definitions of International Marketing Communications Unified And Diversified Advertising Strategies Barriers to International Communications Standardization Vs Customization of Promotion Efforts 3

Unit IX:

International Market Strategies Formulating a Marketing Plan Evaluating and controlling International marketing strategy

Suggested Readings: 1. Cateora Philip and Graham John: International Marketing, McGraw Hill, 2009. 2. Terpstra Varn and Sarathy Ravi: International Marketing, 8th Edition, Harcourt Asia. 3. Onkvisit Sak and Shaw John J: International Marketing Analysis & Strategy, 3 rd Edition, PHI Publication.

4. Keegan Warren J: Global Marketing Management, PHI Publisher, 1997. 5. Lascu Dana-Nicoleta: International Marketing, Bizantra, 2002. 6. Jain Subhash C: International Marketing 6th Edition, South Western, 2000. 7. Varshney R L and Bhattacharya B: International Marketing Management An Indian Perspective, S.C. & Sons. A supplementary list of books, journals and articles, on-line materials, cases and reports may be released by the Seminar In-charge at the time of launching of the course.

The list of cases and specific reference including recent articles and research studies will be notified by the faculty at the commencement of the course.

Evaluation Criteria

Final Exam

60%
20% 10% 10% 100%

Mid Term = Assignments = Attendance & Class Participation =