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: 
  • Kotler P., Keller K., Koshy A. , Jha M.(2007) Marketing Management A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007.
  • Saxena R., (2008) Marketing Management, Fourth Edition, Tata McGraw Hill.

 

References: 
  • Govindarajan M. (2007) Marketing Management: Concepts, Cases, Challenges and Trend.   PHI Learning Private Ltd.
  • Mullins J., Orville C. Walker(2013) Marketing Management-A Strategic Decision-Making  Approach, Tata McGraw Hill, New York.
  • Bose C., (2010) Modern Marketing: Principles and Practice, PHI Learning Private Ltd.
  • Quinn M.  and Byron L.,(1999) Superior Customer Service: The Prompt approach to Success,   PHI Learning Pvt. Ltd.UK.
  • K. Panda,(2005) Marketing Strategies for emerging markets, Excel Books.

 

Academic Year: 
2022-23
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