FASHION MARKETING (ELECTIVE)

Paper Code: 
FSD 144 M
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To introduce researchers to the elements of marketing analysis: marketing environment analysis, customer analysis.
  • To familiarize researchers to the generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
  • To impart knowledge of merchandising in the apparel industry.

 

 

12.00
Unit I: 
UNIT I

Marketing Management: An Introduction                                       

  • Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing.
  • Core Marketing Concepts, Marketing Philosophies.
  • Marketing-Mix Strategy, Marketing Environment Analysis, Marketing Management Tasks, Developing Marketing Strategies and Plans.
  • Consumer Behavior Influences and Buying Decision Process.

 

 

12.00
Unit II: 
UNIT II

Marketing Segmentation, Targeting and Positioning Strategy        

  • Marketing Research Process, Importance and Application.
  • Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting.
  • Developing and Communicating Positioning Strategy

 

 

 

12.00
Unit III: 
UNIT III

Product Planning, Branding and Pricing Strategies                           

  • Product Life-Cycle Marketing Strategies, Product Characteristics and Classifications.
  • Concept of Product-Mix, Product-Line Decisions
  • Branding, Brand Management, Brand Equity, Packaging and Labelling.
  • New Product Development Process.

 

 

12.00
Unit IV: 
UNIT IV

Managing Integrated Marketing Communications and Distribution Channels                                                                                                  

·   Introduction to Integrated Marketing Communications, Advertising, Sales-Promotion, Public Relations and Personal Selling.

Role of Marketing Channels, Channel-Design Decisions, Channel- Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation

12.00
Unit V: 
UNIT V

Developing Competitive Marketing Strategy and Managing the Marketing Effort                                                                                                          

  • Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers.
  • Marketing Organization, Control of Marketing Operations, Objectives, Benefits and Techniques.
  • Customer Relationship Management.

 

 

Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha : Marketing
  • Management (Twelfth Edition), A South Asian Perspective; Pearson Education
  • (Singapore) Pvt. Ltd. 2007.
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.

 

References: 
  • Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd

edition, PHI Learning Private Ltd.

  • John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A

Strategic Decision-Making Approach, Tata McGraw Hill, 2010

  • Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private

Ltd., 2010

  • Quinn & Byron, Superior Customer Service: The Prompt approach to Success, PHI

Learning Pvt. Ltd.

  • Greg W. Marshall, Mark W. Johnson, Marketing Management, Tata McGraw Hill.
  • Kevin Lane Keller: Strategic Brand Management; Pearson Education.
  • David A.Aaker: Building Strong Brands; The Free Press.
  • S. Ramesh Kumar: Managing Indian Brands, Vikas Publishing House.
  • Rajiv Lal, John A. Quelch, V. Kasturi Rangan, Marketing Management Text and

Cases, Tata McGraw-Hill, Special Indian Edition.

  • William D Perreault, E Jeromme Mc Carthy, Basic Marketing, 15/e, A Global

Marketing, Tata McGraw Hill, Special Indian Edition.

  • Arun Kumar, N Meenakshi, Marketing Management, Vikas Publishing House Pvt. Ltd., 2006.
  • Rajendra Nargundkar, Tapan K. Panda, Marketing Strategies for emerging markets,

Excel Books, 2005.

 

 

Academic Year: 
2020-21
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