83
84
PLO1 PLO2 PLO3 PLO4 PLO5 PLO6
CLO1 2 2 2 3 1 2
CLO2 3 2 2 2
CLO3 1 3 2 3 1 2
CLO4 2 2 1 3 2
Mapping Course Learning Outcomes (CLOs) with the Teaching-Learning & Assessment Strategy:
CLOs Teaching-Learning Strategy Assessment Strategy
CLO1 Presentation/Open Discussion/Debate/Written assignment/Group work/Individual work
Test
CLO2 Lecture/Exercise Test/Class Performance
CLO3 Class Performance Test/Assignment
CLO4 Viva-Voce, Analysis of academic texts, cases, and examples Test
Course Code: MKT 6102 Course Title: Integrated Marketing Communications Credits: 3.00
Rationale of the Course:
Integrated Marketing Communications is an extremely important part of the marketing mix, as no-one will rush to buy your product if they do not know about it! It is therefore vital to effectively and efficiently communicate your message about your product, service and/or idea to the marketplace. The role of integrated marketing communications in marketing management from both theoretical and practical perspectives is the core of the course.
Course Content:
Integrated Marketing Communication: Communication and IMC Programs, the Communication Process, Barriers to Communication, Integrated Marketing Communication.
Corporate Image and Brand Management: Components of Corporate Image, Role of Corporate Image, Branding, Brand Equity, Brand Extensions, Co-Branding, Private Branding, Branding Management Process
Business to Business Buyer Behavior: Business Customer, Business Buying Centers& Factors, Business Sales, Business to Business Buying Process.
Promotional Opportunity Analysis: IMC Plan, Communication Market Analysis, IMC Objectives, IMC Budget, Prepare Promotional Strategies, Market Segmentation, Business, GIMC Programs.
Advertising Design: Message Strategies, Cognitive Strategies, Affecting Strategies, Brand Strategies, Exceptional Frameworks, Model of Creating and Advertisement, Advertisement Effectiveness.
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Advertising Media Selection: Media Strategy, Media Planning, Media Selection, Media Mix, Media selection in business to business markets.
Personal Selling, Database Marketing and Customer Relationship Management: Personal Selling Service, Telemarketing, Retail Sales Presentations, Database Marketing Steps, Methods of Direct Marketing, Permissions Marketing, Customer Relationship Marketing Steps.
Mapping of Course Learning Outcomes (CLOs) with the Program Learning Outcomes (PLOs):
CLO1 Develop knowledge about different types of promotional tools and methodologies CLO2 Analyze and evaluate the fast-changing environment of advertising and promotion
CLO3 Develop positive communication skills by extending the marketing communication approaches CLO4 Draw a managerial framework for integrated marketing communications.
PLO1 PLO2 PLO3 PLO4 PLO5 PLO6
CLO1 2 2 2 2 2
CLO2 3 2 3 2
CLO3 2 3 3 2 3
CLO4 2 2 1 1 2
Mapping Course Learning Outcomes (CLOs) with the Teaching-Learning & Assessment Strategy:
CLOs Teaching-Learning Strategy Assessment Strategy
CLO1 Presentation/Open Discussion/Debate/Written assignment/Group work/Individual work
Test
CLO2 Lecture/Exercise Test/Class Performance
CLO3 Class Performance Test/Assignment
CLO4 Viva-Voce, Analysis of academic texts, cases, and examples Test
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Course Code: MKT 6103 Course Title: Business Marketing Credits: 3.00
Rationale of the Course:
This course moves progressively through individual, group, organizational level of behavior drawing on concepts and practices from the field of business marketing. It enhances the ability to communicate and work effectively with others, core skills of leadership. It helps to strengthen people management skills so anyone can be a successful leader.
Course Content:
Introduction to Business Marketing. The Importance of Business Marketing– How Business Marketing is Unique– Business Markets– The Entire System. The Character of Business Marketing. The Magic of Markets– Beyond Market Coordination– Developing Relationships– A Model of Relationship Development– Safeguarding Relationships– Relationships in Larger Networks. The Purchasing Function.
The Importance of Purchasing– Purchasing Philosophy– Supplier Evaluation– Trends in Purchasing–
Purchasing in Government– Ethics in Purchasing.
Organizational Buyer Behavior. Theories in Use– People Make the Decisions– Reward-Measurement Theory– Behavior Choice Theory– Role Theory– Buying Determinants Theory.
Market Opportunities. Current and Potential Customers. Finding Opportunities–Market Segmentation–
Segment Criteria Market Assessment Tools.
Marketing Strategy. Why a Strategy? Elements of Business Strategy– Developing Strategy–
Understanding Competitive Pressures– Strategic Implications of the Five Competitive Forces– The Organizational Context for Competing– Organizational Learning and Memory.
Weaving Marketing into the Fabric of the Firm. The Fabric of the Firm– Market-Oriented Companies–
Partnerships in Marketing– Marketing Orientation and Organizational Learning– The Learning Market- Oriented Individual.
Developing and Managing Products: What Do Customers Want? What is a Product? – Augmenting to Exceed Expectations– Managing Products– New Product Development– Success or Failure? Harvesting a Product.
Business Marketing Channels: Partnerships for Customer Service. What is the Marketing Channel? Types of Channel Intermediaries– Marketing Channel Design– Channel management: The Politics of Distribution– Relationship Forms in Channels.
Integrating Marketing Communications. Customer Relationship Management– The Customer Relationship Management Process– Integrated Marketing Communications Strategy– Budgeting for Communications.
Communicating with the Market: Advertising, Public Relations, and Trade Shows. Advertising to Business– Public Relations– Trade Show Marketing.
IMC: The One-to-One Media. Direct Marketing– Lists– One-to-One Marketing Programs– World-class Marketing on the WWW.
Sales and Sales Management. The Nature of Professional Selling– Sales’ Role in the Organization– Sales Strategies and Customer Relationships– Organization the Sales Force– Directing the Sales Force–
Evaluating Performance.
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Pricing and Negotiating for Value. The Principles and Principles of Price– Cutting to the Quick: The Scissors Factors of Price– The Nature of Competitive Markets– issues in Price Management– A Pricing System.
Evaluating Marketing Efforts. The Importance of Evaluating Marketing Efforts– Control Systems– Tools of Control– Using Control Systems.
Customer Retention and Maximization. Conquest and After marketing– The Nature of a Customer–
Retention Probability and Customer Value– Customer Relationship Management– Building Relationships– Building Relationships– Running Relationships– Strengthening Good Relationships.
Mapping of Course Learning Outcomes (CLOs) with the Program Learning Outcomes (PLOs):
CLO1 Understand the basic principles, theories, concepts and dynamics of business marketing
CLO2 Apply these principles and tools in case analysis and to practical business decision-making situations.
CLO3 Integrate the concepts/techniques learned through application in the preparation of a comprehensive marketing plan.
CLO4 Appreciate and learn more about business marketing as a career.
PLO1 PLO2 PLO3 PLO4 PLO5 PLO6
CLO1 2 2 2 2
CLO2 3 2 3 1 1
CLO3 1 3 2 2 2
CLO4 2 2 1 3 2
Mapping Course Learning Outcomes (CLOs) with the Teaching-Learning & Assessment Strategy:
CLOs Teaching-Learning Strategy Assessment Strategy
CLO1 Presentation/Open Discussion/Debate/Written assignment/Group work/Individual work
Test
CLO2 Lecture/Exercise Test/Class Performance
CLO3 Class Performance Test/Assignment
CLO4 Viva-Voce, Analysis of academic texts, cases, and examples Test
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Course Code: MKT 6104 Course Title: Sales Management Credits: 3.00
Rationale of the Course:
This course deals with many interrelated topics, including product management, retail marketing and retail strategy. It deals with the relationship between products, consumers and the various places where product exchange takes place. Sellers have to ensure that their operations are set up to provide a smooth flow of goods to the paces and at the times the buying public wants, all the while ensuring the right goods are made available and that the business is competitive - this Course covers all of these areas and more, teaching retail managers what to do and how to do it with operational effectiveness and efficiency.
Course Content:
Personal Selling Basics: The Role of Personal Selling- Attitude Toward Selling-Benefits of Selling- Selling Links the Company to Its Customers-Selling Offers an Attractive Carrier-Learning to Sell; The Job of Personal Selling: Traits and Tasks-The Professional Salesperson-Characteristics Obligation of Salespeople-Duties and Tasks Differ.
Special Types of Selling: Selling to Organizational Buyers-Features of Buying and Selling-Nature of Organizational Buyers-Value Analysis-Securing and Opening Organizational Sales Interviews-Selling to a Group.
Selling to Ultimate Consumers: Duties of Retail Salespeople, Sales Personality, Information Needed by Retail Salespeople, steps in Retail Selling, Post-Sale Behavior, Building Sound Customer Relationships, The Problem of Returned Goods, Techniques of Self-Management.
Knowledge about Product, Price and Distribution: Company Background-the Industry-Company Features, Product Knowledge-Product Research-Terms of Sale-Product Attributes-Company Support of the Product-Distribution System-Wholesales-Retailers- Salespeople and the Distribution System-The Salesperson’s Roles.
Propelling Activities: Prospecting for Customers-Techniques for Prospecting-Buying Influences-Need and Use of Prospect Information-Types of Prospect Information-Sources-Prospect Information Interns of groups and entire territory.
The Selling Process: Securing and Opening the Sales Interview-Securing an Interview- The Approach- Selling is Solving Buyer’s Problems-The First Moment of the Interview Common First Call Difficulties.
The Advantage-Proof-Action Technique-Mechanics of Delivering the Presentation-Difficulties in Sales Presentation-Selling Against Strong Competition
Basic Selling Responsibilities: Building Sound Customer Relationships-Importance and Scheduling Calls-Building Repeat Business-Increasing Volume of Accounts-Inactive Accounts-Securing Customer Support-Influencing Customer’s Merchandising Policies-Meeting with Customers-Dealing with Customer Complaints-Cancellation and Returned Goods-Regaining Lost Customers-Handling Credit and Collection Problems-Building goodwill.
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Mapping of Course Learning Outcomes (CLOs) with the Program Learning Outcomes (PLOs):
CLO1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships
CLO2 Understand the six major sales force management steps
CLO3 Distinguish between transaction-oriented marketing and relationship marketing CLO4 Have a good understanding of personal selling process
CLO5 Be able to identify the ways through which campaigns are developed and implemented.
PLO1 PLO2 PLO3 PLO4 PLO5 PLO6
CLO1 2 2 2 2 2
CLO2 3 2 3 1 3
CLO3 1 3 2 2 3
CLO4 2 2 1 3 2
CLO5 1 3 2 3 2
Mapping Course Learning Outcomes (CLOs) with the Teaching-Learning & Assessment Strategy:
CLOs Teaching-Learning Strategy Assessment Strategy
CLO1 Presentation/Open Discussion/Debate/Written assignment/Group work/Individual work
Test
CLO2 Lecture/Exercise Test/Class Performance
CLO3 Class Performance Test/Assignment
CLO4 Viva-Voce, Analysis of academic texts, cases, and examples Test
90