Master of Business Administration (MBA) LE (MARKETING)

NICE Technologies
In Bangalore

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Important information

  • Master
  • Bangalore
  • Duration:
    1 Year
Description

Important information
Venues

Where and when

Starts Location
On request
Bangalore
S.I.N. Complex,Hesarghatta., 560088, Karnataka, India
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Frequent Asked Questions

· Requirements

MBA Ist Year or PGDBM pass from any University

Course programme

GROUP - I
Marketing
Paper - I
Strategic Marketing
Unit - I. Sales and Marketing Management- Concepts and practices
Marketing its concepts linked with production Vs marketing, Linkage between
Strategic Planning and Marketing Strategy, the Total sales Target, the Maximum Net
Sales Realisation, Role of Marketing in overall performance of the organisation,
Customer Satisfaction, The seven C's and Four P's Value addition, customer
Driven or Customer Oriented Organisation, Value Management and Custormer
Satisfaction, Marketing in a Developing Economy, Marketing of services,
Unit - II. Sales and Marketing Management- Organisation and Organisation Structure
Organisation, Organisational Structure.
Market and Marketing Research
Market Research, Marketing Research, decision Making Vs Data/Information,
- Fundamentals of Marketing Research; Data Collection; Study, Analysis and
Research.
Unit - III. Product Management
Basic Concepts/Fundamentals of Product Management and Product Development,
Product Planning and Product Management Process/System, A Decision on
Product line, product Life Cycle- Flow chart, Brand Equity, Product Management
Vs. Existing Products, Introduction of New Products, Evaluation of Profitability
through Contribution Analysis for the Individual Product, Decision on Product
Rationalisation including Product Revamping, Product Range, Product-Mix
Extension, Elimination of a product.
Unit - IV. Sales Management Function
Important Aspects on Sales Management, Managing the Sales Force-issue and
Challenges, Team Management, Business Forecasting and Effective Planning,
Marketing Communication, Distribution Strategy,
Model Building and Models
Models - As a Tool of Decision Making, Steps Involved in Model Building, Delphi
Model, Economertric Model, Mathematical Programming, Sensitivity Analysis,
Characteristics of Sensitivity Analysis, Simulation Techniques, Product Life Cycle,
BCG Matrix
Unit - V Strategic Planning and Control
Reports/Review/Monitoring in sales and marketing, Strategic control in marketing
and Sales Activities, Management Information System in Sales and Marketing,
Princing Policy, Budget and Budgetary control in Sales, To manage change; Latest
Strategies in Sales and Marketing; To Manage the competition; World Class
Marketing and Strategies; Business Marketing Performance; ISO Quality Certification
Process; Role of Government in Promoting Exports in the Global Scenario;
Key Indicators of Business and Economic Growth; Corporate Values in management;
Performance Review; Mergers and Acquisitions; Technology and Marketing;
Analysis of Net Sales Realisation; Pricing Strategies; Challenges in Changing
Business Scenario.
..........................................................................................................................................
Paper - II
Sales and Distribution Management
Unit - I. Nature and Scope of Management, Sales Management, Personal Selling and
Salesmainship, Personal Selling Objective, Sales - Related Marketing policies
Unit - II. Personal Selling Strategy, The Job of a Sales Manager, Sales Organisation,
Personnel Management in the Selling Field
Unit - III. Recruiting Sales Personnel, Sales Training, Execution and Evaluation Sales
Training Programmes.
Unit - IV. Motivation and Morale of Sales Persons, Compensating Sales Persons, Management
of Sales Expenses, Sales Meeting and Sales Contents
Unit - V. Controlling Sales People - Evaluation and Supervision, Sales Budget, Sales
Quotas, Sales Territories, Sales Control and Cost Analysis.
..........................................................................................................................................
Paper - III
Sales Promotion
Unit - I. The Field of Advertising Management
The Advertiser, Facilitating Institutions, Perspectives on Advertising
Advertising Planning and Decision Making
Planning Framework, Marketing Strategy and Situation Analysis, The Marketing
Plan, The communication and Persuasion Process, The Advertising Plan,
Facilitating Agencies, Social, Legal and Global Factors
Unit - II Integrated Marketing Communications
The Role of Advertising within the Marketing Program, The Role of advertising within
the "Communication Mix", Direct or Database Marketing. Sales Promotions, Other
Actions-Oriented Communications, Public Relations, Integrating the Different
Elements
Setting Goals and Objectives
Function of Objectives, Behavioral Dynamics, Advertising Response Variables
Intervening between Advertising and Action, Specifying the Target Segment, The
DAGMAR Approach
Segmentation and Positioning
Segmentation Strategy, Positioning Strategies, Determining the Positioning
Strategy, Making the Positioning Strategy,
Unit - III. Message Strategy
Attention and Comprehension
Attention, From Attention to Recall, Attention versus Comprehension, Interpretation
and Comprehension
Understanding Benefit - Based Attitudes
Attitude Levels and Components, Means - Ends and Laddering Analysis, Identify
Important Attributes or Benefits, Using Multiattribute Attitude Models, Segmentation
Using Attitude Structure.
Unit - IV. Associating Feeling with the Brand
Modeling the Feeling Response to Advertising Transformational Advertising :
Transforming the use experience, What Affects the Intensity of Feelings, Attitude
toward the advertisement, The role of classical conditioning.
Brand Equity, Image, and Personality
Brand Equity, Brand personality associations, Why are brand personality
associations Important, When are brand personality associations more important?
Implementing a Brand Personality Strategy.
Group Influence and word-of mouth advertising
The concept of reference groups, Nature of reference group influences on brand
choice, Factors influencing the Degree of Group Influence, informational Influence:
word-of mouth, Normative Influence.
Unit - V. Advertising regulation
History of Federal regulation of advertising. Determining Deception using advertis
ing research, remedies, competitor lawsuits, Self-regulation Advertising and Society
A structuring of the issues, Nature and content of advertising, Effects on
values and lifestyles, Economic effects of advertising, Advertising and Competition,
remedies.
Global Marketing and Advertising.
The Globalization of Markets, Global production and marketing : The argument for
Globalization, Persisting Cultural Difference : The Argument for localization, Crossnational
difference in culture and consumer behavior, global consumer segments,
Global branding and positioning, Global advertising, Message strategy, Message
tactics, Media strategy, Media tractics, Organizing for global advertising.
..........................................................................................................................................
Paper - IV
Marketing of Services
Unit - I. Services in Our Society
Services,The Service Sector of Our Economy, Theories Explaining the
Growth of Services.
The Nature of Services and Service Encounters
Introduction, General Concept of a Productive System, Characteristics of Service,
The service Organization as a System, Service Encounters.
Unit - II. The Focus of Service Management
Customers and their Needs, Consumer behavior and a consumer decis sion
model : External Influences, Internal Influences, Attitudes and Needs, Consumer
Decision- Making Process. Unique Aspects of Service Purchases : Different
Criteria, Different Sources of Information, Brand Switching and Repeat Purchase
Behaviour, Risk Perception.
Globalization of Service Management in the International arena
International Trade in Services : General Increase in Demand for services,
Increase in International Trade of goods. Common Customer Needs, Global
Customers, Global Channels, Global Economics of Scale, Favorable Logistics,
Advances in Technology, Government Policies and Regulations, Transferable
Competitive Advantage
Global Environment for Service Businesses, Forms of Globalization : International
Trade, Foreign Direct Investment Alliances, Trends in Service Globalization
Unit - III. Service Strategy and Competitiveness
Value : Brief Historical Background on value, Definition of Value, A model of
Service value, Strategy : Definition of strategy, Why an organization needs
strategy, understanding the Competitive Environment, generic Competitive Strategies,
Formulating a Competitive Service Strategy : Basic Elements of the strategic
Service Vision, Integrative Elements of the strategic Service Vision.
Unit - IV. Positioning and Marketing of Services
Integration of Marketing and Operations, Differences in Goods and Services
Marketing : Tangibility, Organizational Features, Ownership, Use and Consumption,
Scope of Marketing Activities, The Consumer's Role, Marketing Mix : Product
(Service), Price, Place, Physical Evidence, Participants
Unit - V. Managing Demand and Supply in Services
Matching Demand and Supply in Such a challenge in Services, Managing Demand
: Understanding Customers and Their needs, Studying the nature and pattern of
Demand, Strategies for Influencing Demand, Strategies for Influencing Demand,
Yield Management, Management Science Techniques, Management of Demand
in Waiting, Managing Supply : Capacity, Components of Capacity, Strate
gies for Management of supply.
........................................................................................................................................

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