Marketing Research
This course helps in understanding the nature and scope of marketing research in marketing management decisions. It showcases how to support marketing decisions with technical, research and managerial skills. It develops an appreciation for various concepts pertaining to research process and data analysis. It helps in comprehending the underlying patterns or relationships for a large number of variables. Finally, it helps in understanding the significance of preliminary data analysis and application of advanced analytical methods.
Consumer Behavior
This course covers various aspects of Consumer Behavior, such as the stages through Procurement Management, which a buyer travels before making a purchase, different factors like social, psychological, situational, commercial etc. influencing this decision. It highlights the impact on five important areas of decision making: target market, positioning, product design, pricing, advertising message, and distribution type and level. It will help in relating the important role played by CB in formulating marketing strategies and its role in Consumer satisfaction and retention.
Advertising and Sales Promotion
This course focuses on behavioral aspects of consumer and how to link the same with campaign planning and comprehend the influence of advertising and sales promotion in consumer decision making. It develops an understanding of global and Indian perspectives of advertising. It helps to find new and better ways beyond traditional media to communicate with the target audience. Finally, it helps to plan out a promotion which may help build short term sales without deteriorating long term image.
Sales and Distribution Management
This course helps in the understanding of the nature and scope of sales management in successful marketing management. It develops an appreciation for the available and various concepts pertaining to the sales process, hardcore activities in the field, and final delivery of sales targets and profits, within the crowded and competitive markets. It helps to comprehend the underlying needs for customer relationships and customer relations management (CRM). Finally, it helps in understanding the significance of distribution management and dealer relations in the market for success -- especially through their personal selling and sales promotion activities and support.
Services Marketing
This course helps in the understanding of the types of services, customer requirements and need of different marketing strategies. It describes unique aspects of services, and the challenges involved in marketing and managing services. It discusses key issues required in demand and capacity management, relationship management, service quality, and service recovery. Also, it assesses the peculiar differences between goods and services marketing and distinctive marketing.
Brand Management
The course on Brand Management is intended to develop an understanding of and competence in building and managing brands and their equities.