SUBJECT ELECTIVE (SE - IL) COURSES: Specialization – Marketing Management (MKT)
SEMESTER - II
Maximum 2 courses to be selected from the following list in Semester II
Integrated Marketing Communications:
This subject elective course targets on describing the IMC mix and the IMC planning process. Understanding the role of integrated marketing communications in building brand identity, brand equity, and customer franchise. Applying a marketing communications mix to achieve the communications and behavioural objectives of the IMC campaign plan. Analysing and critically evaluate the communications effects and results of an IMC campaign to determine its success for a variety of brands. Designing a sales promotion campaign and CHOOSE the avenues for Public Relations, Publicity and Corporate Advertising for a consumer and a business-to-business product. DEVELOP an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign for a variety of brands.
Product & Brand Management:
This subject elective course targets at defining the key concepts and describing the elements of a product strategy. Explaining the process and methods of brand management, including how to establish brand identity and build brand equity. Identifying the Brand Marketing Strategies for Leaders, Challengers, Followers and Niche Strategies for real life consumer, business products and services operating in various markets and in the digital space. Examining the key brand concepts by articulating the context of and the rationale of application for real life consumer, business products and services operating in various markets and in the digital space. Formulating effective branding strategies for real life consumer, business products and services operating in various markets and in the digital space. Collecting brand audit data using appropriate tools and proposing the strategic recommendations for Reinforcing / Revitalizing / Rejuvenating failed Brands for real life consumer, business products and services in various markets and in the digital space.
Personal Selling Lab:
This subject elective course targets at listing the key terms in selling and describing the qualities of Winning Sales Professionals. Understanding the theories and concepts that are central to personal selling. Applying the interpersonal and team skills necessary in successful relationship selling. Analysing the use of various sales techniques needed to achieve a profitable sale in a real world scenario for a real world product/ service / eproduct / e-service. Developing a customer plan that identifies all elements of personal selling, essential to creating successful sales in a real world scenario for a real world product/ service / e-product / e-service. Creating a sales presentation for a real world product/ service / e-product / eservice and for variety of selling situations.
Digital Marketing – I:
This subject elective course targets at defining the various concepts of Digital Marketing. Understanding the role of Facebook, Google Ad words, YouTube and Email in digital marketing. Make use of Facebook, Google Ad words, YouTube and Email for carrying out digital marketing of real life products. Illustrating the use of Facebook, Google Ad words, YouTube and Email in various contexts of Digital Marketing. Designing digital media campaign using appropriate mix of Facebook, Google Ad words, YouTube and Email. Creating appropriate content for Facebook, Google Ad words, YouTube and Email campaigns.
Marketing of Financial Services – I:
This subject elective course targets at knowing the key terminology of Financial Services. Understanding the various types of financial products and services. Developing FAQs for each kind of financial products and services from an investment advisor’s perspective. Compare and contrast the various types of financial products and services and illustrating their benefits and limitations. Evaluating the financial products and services from an investment perspective for various kinds of investors. Collecting the application forms for all kinds of investments and discussing each of them.
Marketing of Luxury Products:
This subject elective course targets at describing the key concepts and principles of luxury brand management and marketing. Describing the unique consumer behavior in the context of luxury products. Identifying potential new luxury products and how they relate to a variety of markets, including emerging markets & India. Compare and contrast the luxury products, brands and industry with routine products, brands and industry. Assess internal and external factors impacting the luxury markets, nationally, internationally and globally. Formulate marketing strategy for contemporary luxury products and brand.