Indore Management Institute

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    Session PlanPGDM IV semester

    (2009-11 Batch)

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    MARKETING

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    Course Title: Product & Brand Management

    Instructor: Manu Priya Gaur

    Course Objective:

    Todays consumers are far more knowledge than their predecessor. They truly reflect theknowledge era in which we live. Therefore, it must be understood clearly that the

    customers deserve to know the truth on all counts. The paper on issues have been

    especially written to drive home the critically of understanding the new paradigm that has

    opened up these areas.

    ProjectThere will be a group project required for this course, the details of which will be given later.

    PEDAGOGYThe Paper incorporates effective pedagogy.

    Lecture Discussions Case studies- a real world situation facing managers is presented for review, debate and

    analysis results in discussions & differences of opinions.

    Multimedia Presentations Internet explorations Experiential Exercise Study Assignment Mini Project Group Presentations Quizzes

    Session 1: Product Concepts, Marketing Environment for Product & Brand Management

    Session 2: Product Planning & PLC

    Session 3: Marketing Mix Factors & Products

    Session 4: Product Market Strategies for Leaders, Challengers, Followers.

    Session 5: Case Study

    Session 6: New Product Planning & Development

    Session 7: Creative Spark

    Session 8: Concept & Product Testing

    Session 9: Discussion on product Ideas

    Session 10: Competition and BrandSession 11: Case Study

    Session 12: Concept of Brand- The beginning, Brand Power, Anatomy of Brand

    Session 13: Brand Evolution- Levels, Hierarchy.

    Session 14: Brand positioning

    Session 15: Case Study

    Session 16: Brands & Consumers

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    Session 17: Brand Equity, Brand Image.

    Session 18: Brands Over Time

    Session 19: Product & Brand Failures

    Session 20: Recapitulation/ Presentation

    Reference Books:

    1. Product Management by S.A Chunawala, Himalaya Publishing House.2. Product & Brand Management by U.C Mathur, Excel Books.3. Brand Management- Text & Cases by Harsh V Verma, Excel Books.

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    Advertising & Sales Promotion

    Instructor: Manu Priya Gaur

    Course Objective:...consistently be at the right place, at the right time, with the right message...This is course designed to assess the numerous communication alternatives em-ployed by

    organizations today. Advertising, public relations, publicity, packaging and point-of-purchasematerials are included as well as an exploration of the role communication plays in a marketing

    environment. The role of advertising and sales promotion in the marketing program is

    thoroughly examined. Discussions center on the communication process and consumer decision-making. Other topics covered include organization of advertising activities, determination of

    objectives and budgets, creation of the message, selection of media, and evaluation and control

    of the advertising and sales promotion efforts.

    ProjectThere will be a group project required for this course, the details of which will be given later.

    PEDAGOGYThe Paper incorporates effective pedagogy.

    Lecture Discussions Case studies- a real world situation facing managers is presented for review, debate and

    analysis results in discussions & differences of opinions.

    Multimedia Presentations Internet explorations Experiential Exercise Study Assignment Mini Project Group Presentations QuizzesSession 1: Introduction to AdvertisingDefinitions, History, Indian Advertising campaign, Implication Advertising.

    Session 2: Advertising As a Business/ As a CareerIts Purpose, Function, Concepts of Advertising Trinity, The Clients, The Advertising Agencies.

    Session 3: Economic & Social Implications of Advertising

    Session 4: Types & Forms of Advertising

    Session 5: Defining Advertising Objectives

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    Communication Objective, Sales & Advertising Objectives, DAGMAR Approach, Advertising

    Objective.

    Session 6: Advertising Budget

    Session 7: Fundamentals of Advertising Research

    Session 8: Campaign Planning & Creativity in Advertising

    Session 9: Media Selection, Planning, Scheduling & StrategyMedia Characteristics, Message design. Print Media, Electronic Media, Media of New

    Millennium- Internet, Outdoor & Transit Media.

    Session 10: Case Study

    Session 11: Message designing & Development

    Session 12: Advertising Appeals

    Session 13: Advertising Copy for Print & Broadcast Media.Session 14: Case StudyVicks Action 500, Emami, Liril Ad.

    Session 15: Advertising Art- Layout for Advertising

    Session 16: Evaluation of Advertising Effectiveness

    Session 17: Sales Promotion Introduction & Tactics

    Session 18: Important Issues in Sales Promotion

    Session 19: Presentation of Developed Advertisements

    Session 20: Recapitulation/ Presentation

    Reference Books:1. Advertising - An Introductory Text by S.A.Chunawalia (Himalaya Publishing House)2. Advertising & Promotion - An Integrated Marketing Communications Perspective by

    George E.Belch & Michael A.Belch (Tata McGraw-Hill) .

    3. Advertising ManagementComncepts & Cases by MAhendra Mohan Tata Mcgraw HillWeb sites of suggested reading or periodic review:

    Advertising Age online, the best trade newspaper on the business (adage.com) Advertisement Avenue, for downloads of ads and commercials

    (www.advertisementave.com)

    Adbusters magazine, for criticisms of advertising and our consumer culture(adbusters.org)

    John W. Hartman Center for Sales, Advertising & Marketing History(scriptorium.lib.duke.edu/hartman )

    Advertising Education Foundation (www.aef.com) Advertising critic Bob Garfield's commentaries (http://adage.com/garfieldtheblog )

    http://adage.com/http://adage.com/http://adage.com/http://www.advertisementave.com/http://www.advertisementave.com/http://www.advertisementave.com/http://adbusters.org/http://adbusters.org/http://adbusters.org/http://scriptorium.lib.duke.edu/hartman/http://scriptorium.lib.duke.edu/hartman/http://scriptorium.lib.duke.edu/hartman/http://www.aef.com/http://www.aef.com/http://www.aef.com/http://adage.com/garfieldthebloghttp://adage.com/garfieldthebloghttp://adage.com/garfieldthebloghttp://adage.com/garfieldthebloghttp://www.aef.com/http://scriptorium.lib.duke.edu/hartman/http://adbusters.org/http://www.advertisementave.com/http://adage.com/
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    HUMAN RESOURCE

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    Instructor : SD Joshi

    Course Title : Industrial Psychology.

    Objective: The main objective of this subject is to make the students get acquainted with

    the practical guidelines and career in the field of industrial psychology. This subject is

    basically designed to learn and understand the behavior of the employers and employeesand their positive and negative aspects of their job. This subject envisages on the

    motivational part and proper understanding of Human Being so that productivity and

    efficiency of the workers and company will rapidly increase.

    Session

    No.

    Contents

    1-2 Industrial Psychology: - Nature, Scope, Importance, and Career in Industrial

    Psychology.

    3-4 Important Role of Industrial Psychologist in various industries.

    5-6 Personality Tests Conducted By Industrial Psychologists mainly: MBTI(Myers-Briggs Type Indicator), Type A and Type B personality test.

    7-8 Test conducted in selection process: TAT ( Thematic Apperception Test),

    Story Completion Test, Word Association Test, Verbal Projection Test,Rorschach Test.

    9-10 Understanding Employee : Role Playing Techniques and ConditionalAnalysis Of Situational Environment (CASE)

    11-12 Understanding of personal factors: age, abilities, interest, job satisfaction.

    13-14 Occupational Psychology: work, Counseling and training.

    15-16 The work methods: hours of work, nature of work, fatigue and boredom, rest

    pauses.

    17-18 The nature and scope of engineering psychology, its application to industry.

    19-20 Emerging role of psychologists in various field e.g. Educational

    Psychologist, Social Psychologist, Clinical Psychologist, IndustrialPsychologist.

    Reference books:

    1. Industrial Psychology: Dr. Kumar

    2. Industrial Psychology: Thomas W, Harrell

    3. Industrial Psychology: Chaube (HimalayaPublishing House. Delhi)

    4. Organizational Behavior: S.P. Robbins

    5. Social Psychology: Baron

    6. Industrial Psychology PK Ghosh and MB Ghorpade

    7. Industrial Psychology: MR Shaik

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    Course Title: Training and Development

    Instructor: Prof. S. D. Joshi

    Objective: The purpose of this course is to provide the student with information and insight in to

    the Training and Development function in organizations. The Training and Development

    function will be viewed from a systematic approach such that we will examine the entire cycle ofTraining and Development from assessment of Training needs to the evaluation of training

    program me, within the context of todays organization and the global market.

    Course activities will include Group discussi