St. Joseph s College of Commerce. (Autonomous)

Transcription

1 St. Joseph s College of Commerce (Autonomous) Lesson plan Even Semester M : Marketing Management Prepared by: Dr Lily David

2 Objectives of the subject: To familiarize the student with basic concepts of and 4p s with special emphasis on upcoming trends in the market.. To nurture the capacity to translate ideas and concepts into materials. To try one s hand at the art of in the context of pricing, positioning and promoting products and services at an auction event. Module wise lesson plan Unit/ Session/ hours (time required) Topics for student Preparation (input) Procedure (process) Learning outcome (output) Assessment Module 1: Introduction and environment Marketing: definition, scope and importance of, Functions of Understanding the market place and Consumer needs, offers Marketing concepts, the Growth of not For profit. Marketing environment: meaning, analyzing the needs & trends In the micro & macro environment Marketing mix The Elements of mix, monitoring and responding to Environmental change using swot analysis. Types of market Tele, e Marketing Service,, examples To understand and importance functions and basics of a market. through group presentations

3 Module 2: Market Segments and Consumer Behavior Analysis Module 3: Product Strategy and Price Strategy Rural Market Segmentation Bases for segmenting consumer markets Approaches to segmentation Target Product positioning Factors influencing buyer Behavior Buying Decision Process. Market targeting strategies Positioning Undifferentiated Concentrated. Product differentiation Product life cycle strategies and life cycle Extension ns New product development process Product mix Product line Analysis Line modernization Branding Building an identity Brand equity Brand name decision Brand building tools Repositioning Packaging and labelling. Pricing objectives and importance Factors influencing price Pricing Methods/Strategies Product mix pricing To familiarize the students with the different segments in the market To understand the essentials of pricing, branding and its strategies. through on the spot quiz through group presentations

4 Module 4: Promotion Strategy Price wars and reaction to price challenges. Elements of Promotion Mix Sales Promotion Tools to consumers and dealers meaning, nature and functions; limitations. Sales promotion schemes sample coupon price off premium plan consumer contests and sweep stakes POP displays demonstration trade fairs and exhibitions Role and importance of Advertising Advertising Advertising: functions of advertising; advertising media; different types of media relative merits and demerits Agency, Personal selling and sales force management.. To understand the various methods of promotion and what advertising stands for in a market place. through on the spot quiz Module 5: Distribution Strategy Marketing channel system Traditional and modern Factors affecting choice of channel retail formats supermarkets, hyper markets, chain stores, department stores, discount stores, To familiarize the students with the various channels of distribution through mcq s

5 Module 6: Recent Trends in Marketing margin free markets, electronic retailing. Upcoming trends in Retail Management. E Business using the Internet domains B2C, B2B, C2C, C2B Placing ads and promotion online Use of blogs as a promotion tool Tele Retailing Niche Marketing Kiosk Catalog Relationship and contextual (concepts only) To understand the most recent trends in through Group Presentation v Unit wise lesson plan Sl Unit & objectives no. 1. Introduction and Marketing Environment To understand and importance functions and basics of a market. definition, scope and importance of, Functions of Understanding the market place and Consumer needs, No. of Teaching hours methodology 16 Lecture using ppts, and s Group Presentations

6 offers Marketing concepts, the Growth of not For profit Marketing environment: meaning, analyzing the needs & trends In the micro & macro environment 3 Lecture & Marketing mix 3 Lecture & The Elements of mix, monitoring and responding to Environmental change Types of market Tele, e Marketing Service, Rural Revision and doubts 1 Discussion 2. Market Segments and Consumer Behavior Analysis To familiarize the students with the different segments in the market 10 Lecture using ppts, and s Market Segmentation Group Presentations Bases for segmenting consumer markets Approaches to segmentation Target Product positioning Factors influencing buyer Behavior Buying Decision Process Market targeting strategies Positioning

7 Undifferentiated Concentrated. Revision and Doubts 3. Product Strategy and Price Strategy: To understand the essentials of pricing, branding and its strategies. 16 Lecture using ppts, and s Introduction- Product differentiation Product mix On the spot quiz Product life cycle strategies and life cycle Extension New product development process Product line Analysis & Line modernization Branding Building an identity Brand equity Brand name decision Brand building tools Repositioning Packaging and labelling Pricing objectives and importance Factors influencing price Pricing Methods/Strategies Product mix pricing Price wars and reaction to price challenges Revision 1 Discussion 4. Promotion Strategy: To understand the various methods of promotion and 8 Lecture using ppts, and s Group Presentations

8 what advertising stands for in a market place. Elements of Promotion Mix Sales Promotion Tools to consumers and dealers meaning, nature and functions; limitations Sales promotion schemes Sample, coupon, price off premium plan, consumer contests and sweep stakes POP displays Demonstration trade fairs and exhibitions Role and importance of Advertising, functions of advertising; advertising media and its types Relative merits and demerits Agency, Personal selling and sales force management. 5. Distribution Strategy To familiarize the students with the various channels of distribution Marketing channel system Traditional and modern Factors affecting choice of channel Retail formats supermarkets, hyper markets, chain stores, department stores, discount stores, margin free markets, electronic retailing. Upcoming trends in Retail Management. 6. Module 6: Recent Trends in To understand the most recent trends in E Business using the Internet domains B2C, B2B, C2C, C2B 4 Lecture using ppts, and s 6 Lecture using ppts, and s On the spot quiz Group Presentations

9 Placing ads and promotion online Use of blogs as a promotion tool Tele Retailing Niche Marketing Kiosk marketin Catalog Relationship and contextual (concepts only) Revision and Summary 1 Probable CIA Dates: Right through the semester CIA Method: CIA 1: Divide the class in groups of seven to eight students and right through the semester topics are given, for which the group will prepare and present in the class. They are marked on 10. Six to seven such assignments are given right through the semester. At the end the average is recorded as the marks of individual group members. CIA 2: On the spot quiz Nature of handouts: Full length notes on topics in the syllabus Syllabus First Midterm test: First 3 units