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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