• Prof. Rajeev Kumar Shukla

Welcome to the course on Marketing Management. Marketing plays a crucial role in managing the exchange process between a firm and its customers. The course begins with an introduction to the fundamental concepts of marketing, including the marketing mix, strategy formulation, and the environmental factors that influence marketing decisions. A comprehensive understanding of consumer behavior is also emphasized, as it helps in crafting effective marketing strategies. In the second block, we focus on two essential components of the marketing mix: product and pricing decisions. This block covers product strategy, including decisions related to product mix, branding, and new product development, as well as the critical role of pricing in achieving competitive advantage. The third block explores distribution and promotion decisions, discussing methods of communication, advertising, personal selling, and the distribution process, all of which are vital for reaching the target market. Finally, the course concludes with a focus on emerging trends in marketing, such as services marketing, digital marketing, and other modern approaches influenced by technological advancements. This course offers a well-rounded understanding of marketing, with practical applications to help you become proficient in managing marketing strategies.

• Prof. Rajeev Kumar Shukla

Marketing as a function aimed at satisfying consumer needs and wants through the exchange process is a key to achieving organisational goals. In order to be able to satisfy consumer needs, you need to first define who your consumers are and what benefits they seek, when and how they buy the products and services being offered by you. Why do these consumers buy your brand and not that of the competitors? How do your consumers perceive your product or service to suit their needs? Do they feel satisfied or dissatisfied after having bought your product? And how are these feelings reflected in their subsequent behaviour as consumers? Seeking answers to all these questions and related issues forms the interesting field of Consumer Behaviour.Each and every person is a consumer. Based on both psychological and sociological perspectives, this course introduces the concepts of individual and organisational buyer behaviour, models of consumer behaviour, and marketing applications. In the context of the buying process, this course discusses both individual influences such as perception, learning, attitude, personality, self-concept, lifestyle, motivation, and involvement as well as group influences such as family, reference group, cultural, and sub-culture. The course is divided into four blocks and has 15 units in all. Activities and project assignments to aid application of the concepts of consumer behaviour have been specially added to facilitate learning.

• Prof. Ravikanthi Sampath Kumar

The first block of the Sales Management Course, in which, an attempt has been made to give you an over view of the Sales Management Functions. It also gives you an exposure to functions of Personal Selling and Sales Process.

The second block of the sales Management course is on “Selling Skills”. To all field sales staff, the most important aspect of their job is to sell. The skill required to do so are discussed in this block. In this block also is on ‘Communication Skills’, since most sales interactions are interpersonal interactions, basics of interpersonal interactions are taken as the foundation of sales communications. Further, in all interpersonal interactions we do communicate with body language and other non-verbal forms.

The Third block of the sales Management course is on Sales Force Management, effectively staffing the sales organization is crucial to successful sales management, since the quality of sales personnel is a determinant of the quality of the organization’s sales effort. Job Analysis, Recruitment and Selection of sales personnel is the first step in building an effective sales organization. Attracting and selecting good salespeople is only one aspect of the sales manager’s job. The staffing job is related to obtaining sales recruits with the capability of becoming good salespeople. Adequate compensations, motivation and evaluation of salespeople, contribute towards the satisfaction and development of sales person. Therefore, training motivation, performance evaluation and control of the sales force are the other important issues in the field of sales force management.

This Fourth block relates to specific operational aspects of the Sales Management function. Planning and controlling the sales effort occupies an important place in the activity spectrum of the sale management.

• Prof. Ravikanthi Sampath Kumar

Introduction to Product Management: Products form a tangible expression of all that an enterprise has to offer. It is one’s experience with the products of an enterprise that largely influences a consumer evaluation of business endeavour and affects his future patronage. Product management therefore becomes central and core to the marketing management function in the firm. Block 1 form the introductory block of this course on product and brand management and consists of 4 units. The first unit familiarizes you with the term product and its related concepts and the product planning activities in an organization. In the second unit you will be introduced to the concept of Product Life Cycle (PLC) its characteristics, objectives and strategies which helps you understand the role of PLC in product management decision making. The third unit gives you a fairly good idea to understand and appreciate the concept and logic behind product lines. The last unit focuses on the strategic importance of managing products continuously with a vision. Precisely, this unit focuses on the firm’s product portfolio its models for decision making.

New Product Development and Implementation: Ideas come in all directions, but the ability to screen and gauge the most appropriate and viable ideas and developing them into technically and commercially feasible product is the essence of Second block. The first unit explains how the responsibility is assigned within a firm for undertaking development of new products. It discusses the organizational actions, and decisions that are taken to facilitate new product development. The second unit of this block takes you through the concept generation methods, evaluation of these concepts and concept testing to foresee the feasibility for Implementation. The third unit is the extension of the first unit wherein the concept will be converted into physical form and includes a wide range of activities commending from planning stage of physical development to testing of the product for acceptance and subsequent implementation. The last unit on product launch is the most vital and crucial. All the issues pertaining to the marketing mix, the marketing plan of the new product offering are vividly addressed for a successful full scale launch of the new product.

Similar to human beings, naming of products and service offerings is core to product policy decisions. Branding make’s an excellent tool for customer pull and aid in effective promotion of the product which forms the essence of third block. The rationale for branding a product the concept and relevance of branding and the framework associated with brand name selection is the core of the first unit. The second unit discusses the brand equity its components and the contribution to competitive advantage. Besides the various approaches of brand equity are explained and eventually the steps involved in developing strong brands. In the third unit despite of catchy and impressive brand names of products, a product may not appeal to the target groups unless they are rightly positioned. Therefore it is essential for marketers to be thoughtful, foresighted and professional in their approach and should resort to successful positioning strategies for product acceptance and adoption. The last unit of this block introduces to you the brand architecture and strategy creation. In addition it also focuses on the concept of brand extensions its need and the various types of brand extensions.

The fourth block is primarily devoted to brand equity and how the firm should manage and enhance its brand equity is the essence of this block. The first unit discusses the design and development of brand building programmes with a view to enhance the brand equity by employing integrated marketing communication to strengthen brand associations. The second unit focuses on the strategy development of how to build the brand globally. The various approaches to building global brands are touched upon. Besides the decision of choosing the right marketing strategies in a global context is also emphasized. The final unit is characterized by the need for brand equity measurement and the approaches involved in measuring and tracking brand equity position or status.

• Prof. Rajeev Kumar Shukla

The concept of "service" is quite broad and includes a wide range of services. A service business is one in which the buyer's perception of the value of the offering is mostly dependent on the services rendered to him rather than the products offered. Additionally, service quality is described as the delivery of excellent or superior service relative to customer expectations. The service sector has grown substantially in all the developed economies as well as in India. The reasons for growth in service industries include increasing affluence, more leisure time, greater life expectancy, increasing complexity of life, etc. As a result of the growth of the service sector, challenges affecting industries in this sector globally have received increased attention. The distinctive characteristics of services necessitate distinct marketing strategies for services. For the successful marketing of services, effective management of the four Ps—product, price, place, and promotion—is necessary but insufficient. This understanding led to the development of an expanded marketing mix that now includes the three additional Ps—people, physical evidence, and process. Interactive marketing, external marketing, and internal marketing must be successfully implemented for a service to be successful.

Digital transformation, and the widespread availability of new technologies, is rapidly changing the way customers and companies interact. Omni-channel customer service is a reality. Price comparison websites, peer review platforms, and social media have increased the knowledge of today's savvy consumers regarding the best offers or the most appropriate products and services for their needs. Increasing customer demand and rising competition are challenges for service businesses. Marketers need to have a distinct set of competencies in order to design, manage, and assess the processes and performance that make up the service offering. The course is divided into four blocks and has 14 units. Activities and project assignments to aid application of the concepts of marketing of services have been specially added to facilitate learning.

• Prof. Rajeev Kumar Shukla

You may agree that it is essential to understand what consumers want, how they select options, and what sources of information and influence they rely on for making purchase decisions. Technological innovations such as the internet, online marketing, social media, and the rising popularity of mobile devices and apps have given consumers the power to generate their own information. These occurrences have impacted the market in numerous ways. The complexities of the market have multiplied, and market decisions are becoming more and more challenging as a result of the market's growing complexity. The pace of change today is so rapid that old information is not as helpful in making decisions. This is where marketing research comes into play. It provides information to help in improved decision-making. Marketing research is the function that provides the marketer with the necessary information about the consumer, competitor, and other stakeholders. In the process, an organisation can discover new market prospects, assess and track marketing initiatives, and generally improve its marketing strategy to better suit the needs of the customer. Thus, marketing research acts as the link between the consumer and the marketer.

• Prof. Ravikanthi Sampath Kumar

Integrated Marketing Communication. This course is structured into four blocks, each with a specific focus. All the four are focused on conceptual and expositions in line with the needs of modern marketing communication methods for businesses. The special feature of this block is that you are also introduced to the Era of Digital Marketing, which has revolutionized the way marketing is conducted by businesses across nations with the speed of light swift, volatile and seamless in their operations. Apart from describing the role and importance of marketing communications the unit takes you through the historical perspective of IMC. All the methods/elements of IMC are being discussed and highlighted for the purpose of integration as a strategic tool for businesses adopt. In Unit-1 we made a conscious attempt to refrain discussing the following methods of IMC i.e. Sales Promotion, Direct Marketing and Public Relations as these three methods are discussed exhaustively as standalone units in this course as Unit-7 Unit-8 and Unit-9 respectively. Unit 2 Digital Era: Integration of Communication, the onset of new digital technologies in place and their constant evolving into better updated versions has paved way for people to use these digital technologies more frequently, and marketing needs to happen where people are. With a wide variety of the digital tools which are available both for the marketers as well as the customers to connect and keep pace with the rapidly changing marketing king environment both domestically and globally. Each of these digital marketing tools is discussed with their merits and their intrinsic caveats.

Every advertising campaign essentially needs to be planned systematically, organised and execute strategically keeping in view the nature of the products and the target audience for ‘the purpose of effective positioning. This Second Block encompasses four units. Unit 3 deals with the basic steps in planning for advertising campaign with focus on various types of advertising campaigns that marketers can use. It also emphasizes the strategic considerations in advertising campaigns to be considered. Unit 4 the focus here is the role and importance of creativity in advertising campaign the various themes that can be used which will help you understand the importance of creative considerations in the design and development of advertising campaign Unit 5 stresses the strategic importance of the types of media to be used to accomplish the advertising objectives and goals. Details of media planning and the various types of media and their characteristics had been touched upon. For example, good media plan may not give the desired results if the scheduling is not proper. Unit 6 The last unit is one of the Key units of this block which enables the ad manager to measure the effectiveness of an advertisement by applying various tools and techniques in measuring the same.

In this block an attempt has been made to systematically take you through the various communication mix elements and how each of these methods play a pivotal role in the integrating the communication strategy. Unit 7 gives an overview of the various tools and techniques available to the marketers for effectively managing their sales promotion effort. It vividly discusses the various consumer as well as trade promotions and the recent trends in this area. Unit 8 it takes you to the fast emerging and highly result oriented direct marketing strategy and its related issues. The factors responsible for its growth and the associated merits and demerits have been dealt with. Unit 9 helps you understand the significance of publicity and public relations as an integral part of total integrated marketing communication. It also covers the role and relevance of these promotional elements and their effectiveness in the total scheme of IMC. Unit 10 in today’s business environment companies cannot do away without integrating Digital Marketing in their IMC plans and strategies. It is essential to look into the need and the cost benefit analysis of using digital marketing as a tool for marketing communication thus budget considerations assumes the importance of this unit.

The various strategies that firms should seriously consider the changing paradigm shifts in media and media buying practices, the legal and ethical issues that are prevalent to be adhered to ensure that the IMC plans and strategies are in line with the guidelines and framework. Lastly, it is of prime concern of the business to consider and foresee the consequences of the IMC strategies and its effect on the people and society at large. Unit 11 the types of media and the emergence new media which are available for the advertisers are the crux of this unit. Media buying procedures and their importance has been discussed with suitable illustration. Unit 12 emphasizes the need for legal aspects in marketing communication and the importance of ethical issues that are involved in IMC are to be followed and adhered diligently in the communication mix strategies so as to avoid any kind of criticism from the people and society at large. Unit 13 Customer is the king, indeed! Any message or visual that depicts distasteful in its communication will not only invite criticism by a few affected people but it may flare up for a movement at local, regional, national and may be at the global level based on the seriousness of the issue and its impact. Thus this unit focuses on the legal and ethical aspects of IMC. Unit 14 No business can use one single method of communication to reach their target customer/market. It is important that the firm should clearly identify pick and choose the methods to employ and integrate them in a way that each of these methods would work in isolation as well as collectively for better scope, reach, coverage and effectiveness. Hence, strategies for integrating IMC elements are indispensable for companies to embark upon.

• Prof. Rajeev Kumar Shukla

Rural markets in India have significant importance, primarily because the majority of our population is based in rural India. One can easily understand that rural India's market potential is enormous given that more than 60 percent of the population lives in approximately 6,50,000 villages. Improvements in infrastructure, increased information technology usage, the widespread use of smartphones, informed rural customers, and, most importantly, a more progressive and reform-focused rural environment have all contributed to changes in the rural market environment during the past few decades. To understand rural India and its markets, it is important to explore them through a variety of perspectives instead of a single one. With people from different socioeconomic classes, a variety of housing styles, and agriculture as the main line of work, rural India is a very diverse place. Alternative occupations that are not agricultural in nature are also on the rise, as is the use of digital and smart phones, and self-help groups are a visible entity in rural India. You will learn about some of these aspects of rural marketing in this course as we explore the vastness and heterogeneity of rural India's markets. This will help you gain a better understanding of this fascinating course.

• Prof. Ravikanthi Sampath Kumar

Retailing includes all activities involved in selling of goods and services to consumers for their personal, family or household use. Historically, the retail sector in India was highly fragmented yet, with passage of time the sector has evolved and emerged as one of the key contributors to the Indian economy. If you look at the retail sector in developed countries was also fragmented at the beginning of the last century, but thanks to the emergence of major retail chains like Wal Marts, Sears and McDonalds led to rapid growth of organised retail and growing consolidation of the sector in the developed countries. Today, in India we see a rise in income levels, a sharp increase in the number of working women in India’ s urban centers have made goods and services more attainable and enticing to large section of the country’s population. Concomitantly, trade liberalization and more sophisticated manufacturing techniques create goods that are less expensive and of a higher quality are being flooded in the marketplace there by facilitating conditions, which are favorable and conducive for the consistent growth of organised retail in India. However, the Indian retail scenario is much different from its western counterpart. Since Indian cities including the metros are still congested and a large· part of the population is still concentrated in rural and semi urban areas. Besides the Indian houses/households are smaller and are not accustomed to by bulk on weekends. Thus, the Indian retail scene is very different from that prevailing in the developed countries. As organised retail grows, western retail formats are being modified and new formats suitable to Indian conditions are being adopted. In spite of visible organized retail growing rapidly. Yet a large part of Indian retail is still likely to be unorganized . Besides all this, the Indian retail sector is on the growth phase of the sector’s life cycle thereby making it a sunrise industry contributing amply to Indian economy This block includes 3 units. Unit 1: Covers a spectrum of issues ranging from what retailing is all about to the trends and emerging challenges in the Indian context. The rural retail scene and emergence of retail formats, the existence of online retailers are being touched upon Unit 2: The various concepts of retailing is the core of this unit. The changing pattern of consumer behavior is discussed. The classification of retailers the evolution of malls and other aspects such as merchandising , SCM, store location and layout are part of this unit. Unit 3: Is fully devoted to the entire gamut of regulatory bodies their frameworks, the ethical and security issues and the allied which are essential to commence in staring retail business.

The role of planning function assumes paramount importance in every business. Proper and meticulous planning of all the activities that the firm needs to consider in view of accomplishing the goals of growth and development should be looked in a holistic approach with a long-term perspective. The focus of this block is primarily on the systematic planning process of various activities falling under the purview of the different functional areas of retail business. And the range of retail formats both store and non-store based on various criteria.. This block has four units. Unit 4: Focuses the strategic relevance of strategic planning process in retail business. The steps in planning process and the influencing areas determining the strategic planning process has been explained. Strategy development, diagnostic and performance audit are also covered. Unit 5: Understanding the wheel of retailing theory and the phases involved m the metamorphosis of a basic format culminating to most covet retail format. Besides the various stages of retail life cycle has discussed and the theory of natural selection is touched upon. Unit 6: The key focus of this unit lies in the ownership structures of retail organizations which are classified as independent single/mom and pop store/ the kirana’s, the corporate chains the leased departments, consumer cooperatives and a host of other formats are discussed with their characteristics /features along with their merits and caveats. Unit 7: This unit is an extension of Unit-6 where in the focus is on store and nonstore based retail formats. The various types of these formats operating in the Indian context their characteristics /features specific to each of them are commented upon

The core of retail business is the exchange process, i.e., buying from one and selling to the other. You would also agree that this is the basic marketing funda and nothing new. Yet it’s very important for the retailer to devise the most appropriate and relevant retail mix strategy for achieving his core objectives of growth and development. The retail mix strategy so developed should have enough scope for flexibility and innovation to incorporate the changing needs and preference of the end customers. This block includes 5 units. Unit 8: Choosing the right location for retail business is the focus of this unit. All aspects pertaining to location decisions and influencing factors are explained at length. Types of retail locations and techniques for location assessment are also discussed for better understanding. Unit 9: Merchandise is central to any retail business. Therefore, the retail product mix strategy as well as planning for merchandise and deciding on the merchandise mix towards customer pull is the focus of this unit. Unit 10: In view of fierce competition in retail business the only solace and influencing factor that determines sales volumes is by adopting the right price, price as perceived by the customer and not by the seller. You guessed it right! The focus of this unit is on pricing strategy and the relevant do’s and don’ts are explained. Unit 11: The more you tell, the more you sell. That’s precisely the crux of this unit where the retailer needs to adapt an IMC with a view to attract new as well as repeat customers to his store. Unit 12: A successful retail business is one which allocates enough resources for attractive and conducive shopping experience and ambience thereby attracting a huge clientele on a continuous basis is the emphasis of this unit

Having decided the type and category of retail business to embark upon the next step would be the modus operandi of the new retail business. Retail operations thus forms the crux to the overall retail business to be successful in a competitive scenario. All these operations mutually supplement and complement each other to accomplish the retail objectives of performance and profitability. This block includes 4 units. Unit 13: Operations pertaining to store design, store atmospherics including the interior and exterior features are discussed at length in the light of customer pull to the retail outlet. The store space management and its technicalities have been commented for optimal utilization of the premise. In addition the importance of visual merchandising has been mentioned. Unit 14: Success of a retail store primarily lies on the kind of merchandise and more specifically the sourcing decisions and the steps involved in the sourcing process is crucial. Establishing and managing the vendors is another key area of concern which has been dealt holistically. Unit 15: Any business small or big, domestic or global irrespective of the size and nature it has to run and operate by people and processes which is the core of this unit. This unit stresses the need for people and processes and their role and relevance for consistent growth and development Unit 16: Every product/service is conceived, developed and targeted at a specific customer segment enabling them to derive value for money and help them make repeat purchase of the firms offering. Precisely, we conclude this last unit of the course with Customer Relationship Management (CRM).