INSTITUTE OF MARKETING & MANAGEMENT

Marketing Tower, B-11, Qutab Institutional Area, New Delhi – 110 016
Phone : 26520892-96, 26520900, 26960535 Fax : 26520897, 26520903 & 26529712
Website : www.immindia.com E-mail : immnd@nda.vsnl.net.in

2009-2011 PGDM BATCH

IMM-105(III): MARKETING SPECIALISATION

IMM – 105 (III): D - Rural Marketing

3rd SEMESTER WORKSHOP

WORKSHOP CONTENTS LEARNING OUTCOME

Participants should be able to:

1. Defining Rural India
2. Concept and Scope of Rural Marketing
 differentiate rural from urban
 understand what the Indian village scenario is
-its physical & social structure and economy
 trace the evolution of rural marketing in India to
the present times
 define rural marketing in current context

3. Rural Marketing Environment  observe the changes in demographic, physical,

4. Rural Market – Potential: Why
companies go Rural?
5. Strategies for Rural Market
economic, socio-cultural, political and
technological aspects to provide a holistic view
of the rural marketing environment
 visualize the constraints that the marketers have
to face while entering rural markets
 elucidate the reasons for growing interest in
rural markets
 examine the emerging trends in rural marketing
particularly the new strategies that have been
successfully adopted by several companies for
new product development, pricing, distribution
and communication

6. Innovation in Rural Markets  recognize that the only way to serve the rural
i. Case Stories of Successful Innovations market is to innovate
 make an assessment of how to innovate at the
rural market

7. Rural Marketing Research  undertake marketing research in rural India

WORKSHOP METHODOLOGY
It will use interactive, learner-centered methods with the belief that participants generally
assimilate only what they find useful and that they want to be able to apply their new knowledge
and skills.

• SELF-DIRECTED LEARNING - Learning to be initiated and directed by the learner which

places the responsibility for learning directly on the participants. The participants are
 required to read from the reference books and search and utilize the vast resources of the
Internet before coming to the workshop.
• INDIVIDUAL as well as GROUP WORK and PRESENTATION BY PARTICIPANTS DURING
THE SESSION
• FIELD BASED PROJECT WORK (Visit to Rural Areas) – Participants are required to visit any
rural area/ village on their own. They may choose any village adjoining Delhi NCR or
located in any other state which the participants have access to. The main objective of the
field work is to provide the students with the understanding of ground reality of rural
areas. With the help of personal observation, and collecting data from villagers, shop
keepers and especially the key people in an area such as village sarpanch/ pradhan,
participants are required to give only a very broad/ general picture of the area (NOT a
detailed survey). A broad discussion guidelines for interview may cover the following:
o Physical structure (include name of the village, panchayat, taluka/ district);
demographic and socio-economic aspects (village economy, farming/cropping
pattern, village population, no.of households, occupation, income group and
literacy level etc.)
o Education and health services and other basic amenities available
o Nature of the market in terms of size/ no. of shops/ weekly market and its location
and general impression about consumer (purchasing habits/ consumption of
FMCG etc.).

Note: This exercise has to be completed prior to the workshop. A report, no matter
how many pages, has to be submitted. Class presentation based on the field visit will
be held either individual or group wise consisting of not more than 5
students/participants during the workshop.

Text Book:

i. The Rural Marketing Book – Text & Practices

Pradeep Kashyap and Sidhartha Raut, Biztantra Publication, New Delhi (Rs.349/-)

.Ref:
ii. Rural Marketing – Text and Cases
C S G Krishnamacharyulu & Lalita Ramakrishnan, Pearson Education.
iii. The Fortune at the Bottom of the Pyramid
C. K. Prahalad, Pearson Education. (Rs.550/-)
iv. New Perspectives in Rural and Agricultural Marketing
Ramkishen Y, Jaico Publishing House. (Rs 250/-)
v. Rural Marketing – Targeting the Non-Urban Consumer
Sanal Kumar Velayudhan, Response Books – A Division of Sage Publication.
(Rs.260/-)
vi. Cases in Rural Marketing : An integrated Approach
C S G Krishnamacharyulu & Lalita Ramakrishnan, Pearson Education. (Rs.225/-)
vii. Census of India 2001
http://www.censusindia.net/ ; http://censusindia.gov.in/ ;

http://censusindia.gov.in/Data_Products/Library/Post_Enumeration_link/No_of_Vil
lages_link/no_villages.html
http://censusindia.gov.in/Data_Products/Library/Indian_perceptive_link/Census_Te
rms_link/censusterms.html
 INSTITUTE OF MARKETING & MANAGEMENT
Marketing Tower, B-11, Qutab Institutional Area, New Delhi – 110 016
Phone : 26520892-96, 26520900, 26960535 Fax : 26520897, 26520903 & 26529712
Website : www.immindia.com E-mail : immnd@nda.vsnl.net.in

2009-2011 PGDM BATCH

IMM-105(III) : MARKETING SPECIALISATION

IMM – 105 (III): C - PRODUCT & BRAND MANAGEMENT

3rd SEMESTER WORKSHOP

1. Product Management
- Definitions of product, Product types, Product line, Product Mix, Product Management Process

2. Branding
- What is a brand, brand architecture, benefits, Essence, promise, personality, image, Identity

3. Market segmentation and positioning

- Product Market Analysis, Parameters, definition, focus, aids, marketing plan, B2B

4. New product Development

- Form, name appearance, value, Logo, colour, graphics

5. Pricing and Distribution strategies

- Objectives, analysis, practices, perception, , selecting a channel, alternative channels

6. Strategic Brand building

- Agency, TV, print, Radio, Successful approaches, Bad practices

7. Non Traditional Marketing Techniques

- Persuasive Techniques, Customer Retention, Small Businesses, Budgets

8. Direct Marketing
- Persuasive Techniques, Customer Retention, Small Businesses, PR

9. Brand Building on the Internet / Website

- Objectives, Advantages, Effectiveness, Comparison with Brick & Mortar world, banners, email
blasts, newsletters

10. Brand Extension and Strategies

- Benefits, Risks, Global, Branding, Country parameters

11. Measuring and interpreting Brand performance

-Decision Making, Pitfalls

12. Strategic Product Management

- Entry strategies, Defensive strategies, Assessing and responding to new competition.

PEDAGOGY
• Class Discussions and submissions

• Case study

• Presentations
 • Tests / Exams

BOOKS
Core : Product Management In India, 3rd edition – Ramanuj Majumdar (PHI)
Reference: Strategic Brand Management, 3rd edition – Kevin Lane Keller
Brand Positioning by Subroto Sengupta
Brand Management by Brad Van Auken
Branding Concepts – Debashish Pati
 INSTITUTE OF MARKETING & MANAGEMENT
Marketing Tower, B-11, Qutab Institutional Area, New Delhi – 110 016
Phone : 26520892-96, 26520900, 26960535 Fax : 26520897, 26520903 & 26529712
Website : www.immindia.com E-mail : immnd@nda.vsnl.net.in

2009-2011 PGDM BATCH

IMM-105(III) : MARKETING SPECIALISATION

IMM – 105 (III): B - Industrial Marketing

3rd SEMESTER WORKSHOP

Workshop Schedule

Seminar modules Presented By Reference_______________

TOPIC- NO.
One Presentation by faculty
1. Introduction to industrial marketing TB-I, CH-I
2. Understanding Industrial Market RB-I, CH-I
3. Post liberalisation Industry scenario
---------------------------------------------------------------------------------------------------------------
Two Presented by team no- IMM –I
3 & 4. Industrial buying and buyer behavior TB-I, CH-3 P-34
Case Metal products India Ltd Page No. 322 TB
----------------------------------------------------------------------------------------------------------------
Three Presented by team no- IMM-II
5. Industrial Market segmentation, Target
Marketing and positioning TB-1, CH-6, P-92
Case Star Engineering Co. Ltd. – Page No. 325 TB
----------------------------------------------------------------------------------------------------------------
Four Presented by Team No. III
6. Nature of industrial products and products &
product life Cycle TB-1, CH-7, P-115
Case Star Material Handling Co. Ltd. Page No. 327 TB
----------------------------------------------------------------------------------------------------------------
Five Presented by team no IV
7. Product Innovation and new product development TB-1, CH-7, P-115
Case Precision steel tube Ltd. Page No. 330 TB
---------------------------------------------------------------------------------------------------------------
Six Presented by team no V
8. Pricing of industrial products and services TB-1, CH-11, P-229
Case Telecom Co. Page No. 333TB
----------------------------------------------------------------------------------------------------------------
Seven presented by team no. VI
9. Industrial distribution channel and
 market logistics TB-1, CH-8, P-154
Case Plastic Technologies (India) Ltd. Page No. 337 TB
----------------------------------------------------------------------------------------------------------------
Eight Presented by team no. VII
10. Role of personal Seling in Industrial marketing TB-1, CH-9, P-181
Case Alfa networks page no. 346 TB
----------------------------------------------------------------------------------------------------------------
Nine Presented by team no. VIII
11. Industrial communication, Advertising, Sales
Promotion, & Direct Marketing TB-1, CH-10, P-209
Case ROBO KNON- Page No. 351, TB
----------------------------------------------------------------------------------------------------------------
Ten Presented by team No. IX
12. Strategic Planning, Implementation and control
in industrial marketing TB-1, CH-12, P-256
Case Shah and Co – New training package for sales personnel Page no. 355
----------------------------------------------------------------------------------------------------------------
Eleven Presented by team no X
13. Industrial customer satisfaction, loyalty
and retention TB-1, CH-4, P-52
Case Electrical Equipment Ltd. Page no. 350 TB
----------------------------------------------------------------------------------------------------------------
Twelve Presented by team no XI
14. Business to business marketing and E-Commerce TB-1, CH-13, P-285
Case Aluminum Ltd. page no. 362 TB
----------------------------------------------------------------------------------------------------------------

Text Book: Industrial Marketing by Krishna K. Hawaldar.

Tata McGraw Hill Publishing Co. New Delhi

Reference Books:

1. Industrial Marketing by P.K. Ghosh.

Oxford University Press, New Delhi

2. Industrial Marketing by Hill, Alexender and Cross

A.I.T.B.S. Publishers, New Delhi
 INSTITUTE OF MARKETING & MANAGEMENT
Marketing Tower, B-11, Qutab Institutional Area, New Delhi – 110 016
Phone : 26520892-96, 26520900, 26960535 Fax : 26520897, 26520903 & 26529712
Website : www.immindia.com E-mail : immnd@nda.vsnl.net.in

2009-2011 PGDM BATCH

IMM-105(III): MARKETING SPECIALISATION

IMM-105 (III) – A - SERVICES MARKETING WORKSHOP

3rd SEMESTER WORKSHOP

Outline of Sessions
Services aspects of listed industries will be the workshop focus for each session:

1. Tourism Services
2. Airline Services
3. Travel Services
4. Logistic Services
5. Media & Broadcasting Services
6. Telecommunication & IT Services
7. Hospitality Services
8. Health Services
9. Training & Education
10. Insurance
11. Banking
12. Factoring & Mutual Fund
13. Consultancy Services
In addition, the following theoretical concepts will also be covered in the Workshops:
1. Services Phenomena
2. Service Characteristics and Marketing Implications
3. Knowledge of Buyers
4. Traditional Mix
5. Extended Mix
6. Differentiation Strategies
7. Demand Management & Productivity
8. Quality
9. Gap Model of Services
10. Services – Strategies & Cases
TEXT BOOK
Title Author Publisher
SERVICES MARKETING Christopher Lovelock Pearson
People, Technology, Strategy Jochen Wirtz
( Sixth Edition) Jayanta Chatterjee Prentice Hall
REFERENCE BOOKS
SERVICES MARKETING , Ravi Shankar Excel Books
The Indian Perspective
SERVICES MARKETING Mary Jo Bitner McGraw-Hill
Integrating Customer Focus across the Firm Valarie A. Zeithaml
SERVICES MARKETING Text & Cases Rajendra Nargundkar McGraw-Hill
SERVICES MARKETING K Rama Mohan Rao Pearson
ESSENTIALS OF SERVICES MARKETING K. Douglas Hoffman Thomson
John E.G. Bateson
 COURSE OUTLINE OF WORKSHOPS

WORK SHOP 1
Services Phenomena
a) Understanding Service Markets: Products & Customers Lovelock & Wirtz& Chatterjee
Ch 1
Introduction to Services Marketing Ravi Shanker
Ch 1
Ziethaml & Bitner
Ch 1
Presentation/ Strategies & Case : TOURISM Services

WORK SHOP 2
Services Phenomena Contd.
b) Customer Behaviour in Service Encounters Lovelock & Wirtz& Chatterjee
Ch 2
Customer Expectation & Perception of Services Ziethaml & Bitner
Ch 2, 3
c) Role of Services in Economy Ravi Shanker
Ch 2
Ziethaml & Bitner
Ch 2
Presentation/ Strategies & Case : AIRLINE Services

WORK SHOP 3
The Consumers Behaviour & Expectation of Services
a) Consumer Behaviour in Service Encounters Lovelock & Wirtz& Chatterjee
Ch 2
Consumer Behaviour in Services Ziethaml & Bitner
Ch 2
Knowledge of Buyers Ravi Shanker
Ch 4
b) Customer Expectation of Services Ziethaml & Bitner
Ch 3
Presentation/ Strategies & Case : TRAVEL Services

WORK SHOP 4
Traditional Mix
Product
a) Developing Service Concepts Lovelock & Wirtz& Chatterjee
Ch 3
Creating the Service Product Ravi Shanker
Ch 5
Service Development & Design Ziethaml & Bitner
Ch 8
Presentation/ Strategies & Case : LOGISTICS SERVICES Services

WORK SHOP 5
Promotion
b) Educating Customers & promoting Value Propositions Lovelock & Wirtz& Chatterjee
Ch 6
Integrated Marketing Communication Ziethaml & Bitner
Ch 8
Communication Ravi Shanker
Ch 5
Presentation/ Strategies & Case : MEDIA & BROADCASTING Services
 WORK SHOP 6
Traditional Mix contd.
Price
c) Exploring Business Models : Pricing & Revenue Mgmt Lovelock & Wirtz& Chatterjee
Ch 5
Pricing of Services Ziethaml & Bitner
Ch16
Price & Revenue Ravi Shanker
Ch 5
Distribution
d) Distribution Services through Physical & Electronic Channels Lovelock & Wirtz& Chatterjee
Ch 4
Delivering Services thro Intermediaries & Electronic Channels Ziethaml & Bitner
Ch13
Distribution Ravi Shanker
Ch 5
Presentation/ Strategies & Case TELECOMMUNICATION / IT Services

WORK SHOP 7
Extended Mix
Process
a) Designing & Managing Service Processes Lovelock & Wirtz & Chatterjee
Ch 8
Service Development & Design Ziethaml & Bitner
Ch 8
Extended Mix Ravi Shanker
Ch 6
Physical Environment
b) Crafting the Service Environment Lovelock & Wirtz& Chatterjee
Ch10
Physical Evidence & Servicescape Ziethaml & Bitner
Ch10
Extended Mix Ravi Shanker
Ch 6
Presentation/ Strategies & Case HOSPITALITY Services

WORK SHOP 8
People:
c) Managing people for Service Advantage Lovelock & Wirtz& Chatterjee
Ch11
Employees Role in Service Delivery Ziethaml & Bitner
Ch11
Extended Mix Ravi Shanker
Ch 6
Presentation/ Strategies & Case :HEALTH Services

WORK SHOP 9

TEST on SERVICES MARKETING

WORK SHOP 10
Differentiation Strategies and Quality
a) Positioning Services in a Competitive Environment Lovelock & Wirtz& Chatterjee
Ch 7
Differentiation Ravi Shanker
Ch 7
 b) Managing Relationships & Building Quality Lovelock & Wirtz& Chatterjee
Ch12
Building Customer Relationships Ziethaml & Bitner
Ch 6
Service Quality Ravi Shanker
Ch 9
Presentation/ Strategies & Case : TRAINING & EDUCATION Services

WORK SHOP 11

Demand Management & Productivity

Balancing Demand & Productive Capacity Lovelock & Wirtz& Chatterjee
Ch 9
Demand Management & Productivity Ravi Shanker
Ch 8
Managing Demand & Capacity Ziethaml & Bitner
Ch14
Presentation/ Strategies & Case :INSURANCE / :BANKING Services

WORK SHOP 12
Quality
Understanding Customer Expectation thro M R Ziethaml & Bitner
Ch 5
Customer Feedback & Service Recovery Lovelock & Wirtz& Chatterjee
Ch13
Integrated GAP Model of Service Quality Ziethaml & Bitner
Ch18
Presentation/ Strategies & Case : FACTORING & MUTUAL FUND Services

TEXT BOOK
Title Author Publisher
SERVICES MARKETING Christopher Lovelock Pearson
People, Technology, Strategy Jochen Wirtz
( Sixth Edition) Jayanta Chatterjee Prentice Hall
REFERENCE BOOKS
SERVICES MARKETING , Ravi Shankar Excel Books
The Indian Perspective
SERVICES MARKETING Mary Jo Bitner McGraw-Hill
Integrating Customer Focus across the Firm Valarie A. Zeithaml
SERVICES MARKETING Text & Cases Rajendra Nargundkar McGraw-Hill
SERVICES MARKETING K Rama Mohan Rao Pearson
ESSENTIALS OF SERVICES MARKETING K. Douglas Hoffman Thomson
John E.G. Bateson
CASE STUDIES IN MARKETING R Srinivasan
CASE STUDIES SOLUTIONS H Kaushal
CONTEMPORARY INDIAN CASES IN MARKETING Mukesh Pandey
MARKETING MANAGEMENT TEXT& CASES Rajagopal
 INSTITUTE OF MARKETING & MANAGEMENT
Marketing Tower, B-11, Qutab Institutional Area, New Delhi – 110 016
Phone : 26520892-96, 26520900, 26960535 Fax : 26520897, 26520903 & 26529712
Website : www.immindia.com E-mail : immnd@nda.vsnl.net.in

2009-2011 PGDM BATCH

IMM-105(III) : MARKETING SPECIALISATION

IMM-105(III) E : RETAIL CHAIN MANAGEMENT

3rd SEMESTER WORKSHOP

SESSION* LEARNING TOPICS

NUMBER OBJECTIVES
1 Introduction to Definition and Importance. Evolution of organized
Retailing. retailing. Important business characteristics of Retail
business. Popular organized retail formats,
2 Retailing in Overview, Traditional retail formats in India,
India. Emergence of organized retail formats in India, Factors
affecting Retailing in India.
3 Retail strategy Retailing concept and strategy, Formulating a
& sustainable competitive advantage. Implementation of a
Retail Planning retail strategy.
Process Types of ownership in retailing, Factors to be considered
for Retail Planning, Wheel of Retailing, Scrambled
merchandising.
4 Human Importance of HR in Retailing, Centralized and
Resource Decentralized operations – advantages and
Management disadvantages, HR policy and procedures.
in Retailing.
Retail locations Types of retail locations -Shopping centres, Shopping
malls etc. Location and site evaluation.
5 Retail Store Responsibilities at the store level. Managing store
Operations employees, Customer service, Store maintenance
activates, Energy management, Reducing shrinkages.

6 Atmospherics Role of atmospherics in retail strategy, Key components

and retail space of retail atmospherics, Store layout – Store design.
management Merchandising presentation / Visual merchandising
techniques. Store space management techniques.

7&8 1. Buying & Definition, Scope and Objective of Merchandising

Merchandisin Management , Centralized and decentralized buying,
g Merchandise planning, Execution of merchandising plan
Management – Sourcing, Types of vendor, Vendor selection /
2. Vendor negotiation/ evaluation& monitoring
management Retailer supplier relationship development, ECR
(Efficient consumer Response) system,

9. Inventory Category management, Inventory management in

management in retailing, ECR / QR approach, VMI, Inventory valuation
Retailing methods in retailing.
10. Retail Pricing Pricing Strategy – Everyday Low Price (EDLP),
High/Low Pricing, Steps for Accurate Pricing,
Additional Pricing Practices.
11. Promotion of Promoting the Merchandise – Budget, Sales promotions,
Merchandise Publicity. Retail Advertising.

12. Information Information systems in Retailing, Advantages and

Technology limitations of computerization, Database management in
in Retailing retailing
Software features, Hardware components - POS
machines, Bar-coding, Main computer system.
Use of ERP and CRM, Electronic Commerce.
NOTE: Each session will be of 2 Hrs.

TEXT BOOK: Retail Management – A strategic approach, - Barry Berman, Joel R. Evans. –
Pearson Education.

REFERENCE BOOKS: 1. Retailing Management - Michael Levy, Barton A Weitz. – Tata

McGraw – Hill.
2. Retail Management - Pradhan Swapna - Tata McGraw Hill.
3. Supply chain Management for Retailing – Rajesh Ray – Tata McGraw
Hill Education Private Ltd.