LESSON PLAN

COURSE RATIONALE:

The purpose of learning this course is to expose the students to the mindset of consumers and their buying behaviour. This subject helps them to psyche the consumers mind as to what motivates them to buy, and answer the questions like, who, what, when, how, how much, where and for whom. COURSE OBJECTIVES: After studying this course learners will be able to:

Develop the skills to Map the consumer’s mind set Know, how consumer behaviour models illustrate the buyer’s behaviour Distinguish between internal and external factors influencing buyer behaviour Explain the influence of motivation, perception, personality, attitude, learning an self image and Life styles Understand how family, reference group, socio-cultural and opinion leadership influences buying behaviour Explain buying decision process Expose to emerging issues in buying behaviour.

MB 13MM03 CONSUMER BEHAVIOUR L T P C 2 2 0 3

Unit Sessions TOPICS Input /Student Preparation

Process / Methodology

Outcome/ Learning of the

unit

Assessment Method

1 &2 Concepts of Marketing (Revision) R2 : Page 363 - 368

Discussion Basic Concepts (Segmentation, Brand Equity, Perception..)

I 3 4 & 5

6

Nature and Scope of Consumer Behavior Why Study Consumer Behaviour? Concepts and Dimension: Consumer Needs and Wants Consumer Psychographics Perception Consumer Segmentation Learning and consumer involvement in purchase Consumer Attitude Socio - cultural and Economic dimension of Consumer Behavior Case Discussion: Cadbury Dairy Milk Chocolates - Changes Consumer Perception

T1 : Page 7 -10 T2 : Page 3 -8 T1: Page 21-22 T1: Page 227 - 229 T1: Page 45 -47 T1: Page 9 -14 T1: Page 83 - 86 T1: Page 249 - 250

T1: Page 443 -447

R1: Page 293 -297

Discussion Reflection on the Student reading Discussion

Conceptual Skill Communication and Conceptual Skill Judgment and Decision Making

Quiz/ Cross Words

News Paper article assessment

Participation

7 Personaity & Psychological Influence on

II

8 9 10 11

Consumer behaviour: Personality , Neo Freudian Theory and Trait Theory, Brand Personality Psychographics - Roots of Psychographics, Psychographics Segmentation Typologies Consumer Motives: Nature and Roles of Motives, Motivational Strength, Needs versus Wants, Classification of Consumer Needs, Maslow's Hierarchy of Needs Perception of Consumer: Perception, Perception process, Exposure, Attention and Interpretation Learning of the Consumer: Learning , Behavioural Learning Theories and Cognitive Learning theory Attitude: Power of Attitude, ABC Model of Attitude, How do we form the attitude (Personality , Neo Freudian Theory and Trait Theory, Brand Personality - Self Image : Does Self Exist, Self Concept, Virtual Identity, and consumption and Self-Concept, Gender difference in Socialization Life Styles: Who we are, what we do, Lifestyles

T1: Page 213 -227 T1: Page 227 - 234 T2: Page 221 -327, T1: Page 116 - 127 T1: Page 45-47, 57-70 T1: Page 82- 85, 92-93 T1: Page 249 -253 T1: Page 164 -178 T1: Page 469 - 473

Introspection and Reflection of Learning Study on why Human behave differently in a situation - Followed by Discussion Reflection on the student reading Reflection on the Student reading Introspection and

Conceptual reasoning Debating and Communication Skill Application Skill Application Skill

Quiz, Draft a report on consumer behavior towards a product using all the concepts Participation

12

as Group Identities, Products are building blocks of Life style Case Discussion: Lux - The Beauty Soap ( Consumer Belief and attitude formation)

R1: Page 299 - 301

Reflection on the reading Discussion

Judgment and Decision Making

Participation

IV

13 14 15 16 17

Social Class: Social Class Structure, Components of Social class Status Symbol Influence of Family: Family – Decision making- Consumption – related roles, Socialization of family members Functions of Family Family Life Cycle Group Behaviour: Group - Classification of group, Group Properties Reference Group, Types of Reference Group, Influence of Reference groups Cultural Influence : Culture, Characteristics, Importance and

T1: Page 447 -454 T1: Page 462 - 465 T1: Page 382 - 392 T2: Page 223 - 231 T2: Page 198 - 206 T1: Page 406 - 409 T2: Page 84 -99

News Paper analysis Individual assignment to study on society, basic units, roles through student observation Reflection on learning Reflection on

Application Skill Communication Skill Critical Thinking Skill Conceptual

Identify the external factors that influenced the purchase decision of a family ( especially Student family)

18 19

relevance of Culture to Marketing, Cultural Values Nature of Sub-Cultures, Cross culture and Micro Culture Case Discussion: Dove Hair Care - Western Influence, Indian Values and Personality

T2: Page 127 - 130 R1: Page 321 - 327

Learning Discussion

Skill Judgment and Decision Making Skill

Participation

IV 20 & 21

22, 23 & 24 25

Traditional Models of Consumer: Microeconomic and Macroeconomic

Models Behavioural Economics

Contemporary Models:

The Nicosia Model, Howard Sheth Model, Engle-Blackwell-Miniard Model, Webster and Wind Model of

Organisational Buying Behaviour Case Discussion: Nescafe Instant Coffee ( Consumption Culture - Personal Factors in Choice Decisions)

T2: Page 599 - 613 R1: Page 225 - 242 R1: Page 311 - 316

Group Presentations Applying the Models to business situation Group Discussion

Analytical Skill Judgment and Decision Making

Written Test - open book Quiz Participation

V 26

Online and offline purchase decision Process How do consumer decide alternatives

T1 : Page 295 - 297, 301 - 304

T1: Page 317-315

Discussion on the changes in purchase and Why? How?

Technology Skill

Report on Emerging Technology (Open source)

27 & 28 29 30

Diffusion of Innovation: How do we decide to adopt an Innovation?, Behavioural Demands of Innovations, Prequisite for Successful Adoption, The Fashion System Managing Dissonance and Emerging Issues Case Discussion: Maruti 800 Passenger Car - Consumer Decision Making

T1 : Page 557- 561 R1: Page 317 - 321

Reflection on Learning Discussion

Creative Thinking Judgment and Decision Making

Participation

Delivery mode: The course is discussed through a combination of Lectures - Case studies- Presentations, Field visits- Discussions and

Debates - Assignments-Mini Projects-Experiential Learning through Internships

TEXT BOOKS (T): 1. Michael Solomon 'Consumer Behaviour', 9th Edition, PHI Learning Private Ltd 2. David L. Loudon and Albert J Della Bitta, 'Consumer Behavior', McGraw Hill, New Delhi 2010.

REFERENCES (R):

1. Ramanuja Majumdar, Consumer Behaviour, PHI Learning Private Ltd, India, 2010 2. Philip Kotler, Kevin Lane Keller, A Frame Work for Marketing Management - 4th Edition - Pearson, 2011 3. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behaviour, 10 Edition, Pearson Education, India, 2012. 4. Hawkins 'Consumer Behaviour- Building Marketing Strategy', 11th Edition, Tata McGraw Hill Pvt. Ltd. 2011.

Internal Mark: 50 Marks

Cycle Test : 10 Marks Surprise Test : 5 Marks Class Participation : 5 Marks Project : 15 Marks Model Exam : 15 Marks

Total : 50 Marks

LESSON PLAN

COURSE RATIONALE:

The purpose of learning this course is to equip the students with the skills of designing and implementing the marketing research programs across the spectrum of marketing function in order to introspect, perceive, plan & design methodologies, analyze and solve day to day problems of the organisation with regard to their marketing function. COURSE OBJECTIVES: After studying this course on Marketing Research the learners will be able to:

Develop a research plan for execution. Comprehend and apply effective marketing research techniques to solve day to day marketing problems. Develop and implement a marketing research program for providing solution to the managerial decision making function. Set up a professional methodology and analytical procedure to scientifically arrive at solutions for business queries. Learn the value of scientific research for problem solving and decision making.

Present the findings and results for managerial action to gain competitive advantage and stay ahead of competition.

UNIT SESSION TOPICS Student Learning/Process Measurement

MB 13MM13 Marketing Research L T P C

2 2 0 3

Preparation/Input /Output/ Feedback

I

1 2

3 4

Revision-Marketing Introduction-The Role of Marketing Research- The Marketing Research Process, Problem Formulation. The Human Side of Marketing Research: Organizational and Ethical Issues.

Core basic concepts of Marketing, Contemporary issues R1(2hrs) Research-Types of Research- Marketing Research-Contemporary issues on Market Research B1-pg23-39(3hrs) Overview of Marketing process-problem identification-Research questions B1-pg41-51(3hrs) Scope and Importance of Marketing Research In the Organizations. Ethical Practices B1-pg52-63(2hrs)

Marketing-concepts, mix, Fundamentals, social media marketing Functions and Role of marketing research in real world Designing Research questions by Formulating Research problem Significance of Marketing Research- Ethical Values

Objective pattern- Conceptual skill Group Discussions- Comprehensive skill Exercises focusing on writing Research problems and questions- Analytical skill Designing Marketing Research Proposal -Investigative skill

5

Case study-1

Research practices B1-Pg62(2hrs)

Research applications

Case method -Decision making skill

II 6-7 8 9

Designing Research Studies- Qualitative Research- Secondary Data Research in a Digital Age Research practice Analyzing - Survey Research- Observation-Conducting Marketing Experiments.

Research Design Types of Research design and their applications –Types of Data collection B1-pg81-95(4hrs) Exercise 4.4 B1-pg89- (2hrs) Hypothesis Sampling ,Sampling techniques, Sampling control, Validity, test markets B1-pg99-147(4hrs)

Research Design-Sampling-Data coding-Secondary data collection-Review of Literatures Application Of Observation Techniques Differentiate types of sampling design and its application

MCQs -Communicative skill Research Exercise Deductive skill Questionnaire Preparation -Communicative skill

III 10

Data collection forms and methods

Primary and secondary data-

Sources of Data collection

Research pracice7.2 -Analytical skill

11 12 13 14

Questionnaire Design. Attitude measurement-comparative scaling techniques Case study- 2 Attitude measurement for Non comparable scaling

Internal and External source B1-pg161-184(2hrs) Types of questionnaire Pilot survey B1-pg186-209(2hrs) Different scales of measurement-scaling techniques B1-pg219-231(3hrs)

Market research approach

B1 Pg255 (2hrs)

Graphic rating, semantic , staple and likert, errors of measurement-validity, reliability

B1-pg233-266(3hrs)

Questionnaire design Attitude, measurement, scales Research Applications Types of non-comparable scales, validity, reliability

Questionnaire Preparation -Exploratory skill Application and problems -Problem solving skill Case method -Decision making skill Types of scales, error measurement Inductive skill

IV 15

16 17

Sampling Procedures-

. Sample size determination Research practice

Census, Sample ,Types of sampling ,Process in selecting sampling B1-pg266-288(3hrs) Estimation of sample size-population-universe B1-pg289-303(3hrs) Statistical samples and target markets B1-pg300-301(2hrs).

Sampling process, sampling frame ,types of sampling Cross classification Statistical estimations

Quiz -conceptual skill Aptitude test-comprehensive skill Research exercise

V 18 19

Analysis And Reporting- Basic Data Analysis Testingfor Differences between Groups and for RelationshipsAmong Variables

Communicating

Data analysis-type of data, variables, hypothesis testing B1-pg351-372(3hrs) Two independent samples-association tests-analytical tools B1-pg373-435(4hrs) Interpreting results,

Level of measurement, basic statistical analysis Fundamentals on Inferential statistics

Data analysis

Application oriented problems

20

Research Results

Research report preparation B1-pg345-358(5hrs)

Presentation skills Mini research report

Delivery mode: The course is discussed through a combination of Lectures - Case Studies- Presentations, Industry visits, Field visits- Discussions and Debates - Assignments-Mini Projects-Experiential Learning through Internships. TEXT BOOK:

B1. Churchill, Lacobucci & Israel,'Marketing Research-A South Asian Perspective'Cengage Learning,India edition,2010. R1 .Philip Kotler Kevin Keller, ‘Marketing management’Pearson-Fifth Edition 2012

REFERENCES:

1. G.C. Beri, 'Marketing Research', Tata McGraw-Hill Education. 2. Churchill, Lacobucci & Israel,'Marketing Research-A South Asian Perspective'Cengage Learning,India edition,2010. 3. Harper W. Boyd Jr, Ralph Westfall, Stanley F. Stasch, Richard D. Irwin Inc.,'Marketing Research – text and cases',All India Traveller Book

Seller. 4. Raymond Kent, 'Marketing Research – Measurement, Method and application', International Thomson Business Press. 5. William G. Zikmund, Barry J. Babin, 'Essentials of Marketing Research, International Edition, 5e, Cengage Learning 6. William G. Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griffin, 'Business Research Methods, International Edition, 9e, Cengage Learning

METHOD OF EVALUATION:

Cycle Test -10 Marks

Surprise Test-5 Marks

Class Participation- 5 Marks

Mini Project- 15Marks

Model exam-15 Marks

LESSON PLAN

COURSE RATIONALE:

The purpose of learning this course is to expose the students on the importance of relationship marketing in the face of intense competition and information clutter from the businesses. This course lays the foundation for an in-depth understanding of how relationship marketing aids in sustaining the market share . COURSE OBJECTIVES: After studying this course on Relationship Marketing the learner will be able to:

Know the foundation of relationship marketing Learn the role of Relationship Marketing in the consumer market Understand the buyer- seller relationship Understand the dynamics of relationship in mass markets Decipher the role of Information technology in RM Undertake profitability analysis. Develop skills to aid and sustain market share through Relationship Marketing.

MB 13MM09 RELATIONSHIP MARKETING L T P C 2 2 0 3

S.No Session UNIT Topic Student Preparation/Input Process-Delivery Learning/Output/Skill Measurement-Feedback 1 1-3 Review Marketing Concepts Update all concepts and

Models in Marketing (REFER,TEXT -'A framework for Marketing management'-Philip Kotler &Kevin lane Keller)

Discussion &QA Session

Conceptual Skill

Test/Feedback

2 4-10 I 1. Conceptual foundation of Relationship marketing. 2.Relationship Marketing in Indian context

T3-Pg3-119 Refer T2 for concepts in relationship marketing. Each student to study a units industry practices in any sector and submit report .

Discussion & QA Session Report Submission /Presentation

Conceptual Skill Awareness of Industry Practices Communication Skill

Quiz Evaluation of Report/Feedback

3 11-16 II 1.Relationship Marketing of Services 2.Relationship marketing in Consumer markets 3.Buyer Seller Relationships

T3,Pg149-170 Case 1:Relationship Marketing Thinking helps Turnaround SASI(Pg30-32,T2) T3,Pg171-207 Case 2:The beauty of neighbourhood networks(Pg38-40) T3-pg245-270

Quiz on concepts Case Analysis/ Discussion Case Analysis/ Discussion Q/A Session

Conceptual Skill Analytical Skill Application skill Decision Making Skill Elucidating skill Communication Skill

Evaluate Participation / Case Analysis/Discussion Test in unit I & II/Feedback on performance and Scope for improvement

4 17-23 III 1. Relationship marketing in Mass markets 2.Relationship marketing and Marketing Strategy

T3-Pg 327-427 Case 3:U Switch tackles customer Inertia(Pg103-104,T2) T3-Pg 481-523 Case4:Customer loyalty at Heinz(Pg131-132,T2)

Quiz on concepts Case Analysis/ Discussion Case Analysis/ Discussion Q/A Session

Conceptual Skill Analytical Skill Application skill Decision Making Skill Elucidating skill Communication Skill

Evaluate Participation / Case Analysis/Discussion Test in unit III/Feedback on performance and Scope for improvement

S.No Session UNIT Topic Student Preparation/Input Process-Delivery Learning/Output/Skill Measurement-Feedback

5 24-26 IV 1.Relationship Marketing and Distribution Channels

T3-Pg209-270 Case5:Supplier relationships at Dell(Pg237-239)

Quiz on concepts Case Analysis/ Discussion Q/A Session

Conceptual Skill Analytical Skill Application skill Decision Making Skill Elucidating skill Communication Skill

Evaluate Participation / Case Analysis/Discussion Test in unit I & II/Feedback on performance and Scope for improvement

6 27-30 V 1.Role of Information Technology in building, Maintaining & enhancing relationships 2.Customer Profitability, Design & Analysis

T3-Pg525-563 Case6:Roy Hankinson Ltd(Pg350-352) T3-Pg565-586 Case7:Could a relationship approach have saved NCPM?(Pg328-330)

Quiz on concepts Case Analysis/ Discussion Q/A Session

Conceptual Skill Analytical Skill Application skill Decision Making Skill Elucidating skill Communication Skill

Evaluate Participation / Case Analysis/Discussion Test in unit I &

II/Feedback on performance and Scope for improvement

7 31-40 Mini Project Presentations Industry Practices relating to Relationship Marketing

Review/Discussion Conceptual Skill Analytical Skill Application skill Decision Making Skill Elucidating skill Communication Skill

Evaluate Project Report/Presentation Feedback on Projects

8 40-50 Review/Tests/Quiz/Debates/ Guest lectures

Refer T1,T2.T3 Test/Quiz/Debates/ Guest lectures

Conceptual Skill Application skill Decision Making Skill Elucidating skill Communication Skill

Evaluate Test/Quiz/Debates

REFERENCES T1.Biswas, 'Relationship Marketing: concepts,theories and Cases', PHI Learning Private Limited, 2011 T2.Mark Godson ,'Relationship Marketing' , Oxford University Press, 2009. T3.Jagdish Sheth,Atul Parvatiyar, 'Handbook of Relationship Marketing'- Sage Publishing,2000 T4.Jagdish Sheth,Atul Parvatiyar, G Shainesh 'Customer relationship Management' -, Tata McGraw Hill 2001. T5.Steve Baron, Tony Conway, and Gary Warnaby,'Relationship Marketing- A consumer Experience Approach', Sage Publishers, 2010 INTERNAL ASSESSMENT:

1. Cycle Test – 10 Marks 2. Surprise Test – 5 Marks 3. Class Participation - 5Marks 4. Mini Project - 15 Marks 5. Model Exam – 15 Marks

------------

Total 50 Marks

-----------

LESSON PLAN COURSE RATIONALE: A sale is the act of selling a product or service in return for money or other compensation. Signaling completion of the prospective stage, it is the beginning of an engagement between customer and vendor or the extension of that engagement. Sales management is one of the key components that every business which relies on sales must practice. Sales management is the training and management of a sales staff, and the tracking and reporting of the company's sales. It is important to a business because if the principles of sales management are practiced correctly, it can increase your company's sales.

MB13MM05 SALES MANAGEMENT L T P C 2 0 0 2

Session Topics

Student Prepara

tion / Input

Process-Delivery

Learning / Output /Skill

Measurement / Feedback

1-6 Evolution of the Sales Department, Sales Management- Definition, Objectives of sales management Types of Personal Selling objectives Case Study -1 (Handouts to be provided to students)

B1: pg 1-5 (Handouts or PPT to be given in advance) B1: pg 36 B1: pg 95-100

Open Discussion Open discussion

Discussion/Case study analysis

Concepts learning Industrial View Flow of income New Markets

Concept learning

Delegation Defining Goals Capability of sales

force Conceptual skill Analytical skill Application skill Decision Making skill Elucidating skill Communication skill

participation participation new ideas, participation.

7-12 Market Potential, Sales potential , Sales Forecast Analyzing Market Potential Market Indexes , Sales Forecasting Methods

B1: pg 38-41 B1: pg 41- 54

Field Group Activity Second Activity

Application skill Decision making skill Team building skill Conceptual skill Application skill Analytical skill

report and Viva. report and Viva.

Determining Sales-Related Marketing Policies.

B1: pg 58-76

Field work within the campus to sell any product of their choice.

Analytical skill Leadership skill Intellectual skill Team building skills

Viva.

13-18 Nature of Sales Management Positions , Functions of the Sales Executive ,Qualities of Effective Sales Executives. Relations with Top Management, Relations with Managers of other Marketing Activities , Compensation Patterns for Sales Executives Purposes of

B1: pg 171-176 B1: pg 177-196

Role play conducted by Visiting a sales organization and speak to manager and learn about financial rewards and motivational aspects. Debate

Intellectual skill Communication skill Application skill Application skills Leadership skill Interpersonal skill Listening skill

questionnaire and choice of role. quality of points delivery and participation.

Sales Organization, Setting up a Sales Organization, Basic types of Sales Organizational Structures. Field organization of the sales department, Schemes for dividing Line Authority in the Sales Organization. Personnel Management in the Selling Field: Sales Force Management, Job Analysis, Job Description. Organization for Recruiting and Selection, The Pre-recruiting Reservoir, Sources of Sales Force Recruits, The Recruiting Effort. Selecting Sales Personnel. Case study -2 (Handouts to be provided to

B1: pg 197-204 B1: pg 288-300 B1: pg 301-311 B1: pg 313-339 B1:pg240-243

Lecture Discussion Presentation Presentation

Listening skill Man power planning skills Recruiting skills Concept learning

Pre-Recruiting Reservoir

Various sources of recruiting Concept learning

Interviews Application forms etc

Conceptual skill Analytical skill Application skill Decision Making skill Elucidating skill Communication skill

test/quiz. Test/Discussion/Quiz Test/Quiz. Test/Quiz. new ideas, participation.

students)

Case study analysis and discussion

19-24 Training , Motivation And Compensation Of Sales Force : Building Sales Training Programs , Defining Training Aims ,Deciding Training Content , Selecting Training Methods . Organization for Sales Training, Evaluating Sales Training Programs. Motivation, Motivational Help from Management. Requirements of a Good

B1: pg 341-353 B1:pg 355-365 B1:pg 366-380 B1:pg

Student Presentation on Legislation needs, organizational needs, job or functional needs, or individual needs Presentation Student Presentation on theories of

Presentation skills Communication skills Stage presence Communication Skills Presenting Skills Communication Skills Presenting Skills Communication Skills

PPT Report Collection Test/Quiz Viva and Report Submission Viva and Report Submission

Sales Compensation Plan ,Devising a Sales Compensation Plan ,Types of Compensation Plans - Fringe Benefits. Case Study- 3 (Handouts to be provided to students)

383-397 B1:pg 459-60

motivation. Student Presentation Discussion and Case analysis

Presenting Skills Analytical skills, Stage presence Decision making Skills

New ideas, Participation

25-30 The Sales Budget: Purpose of the Sales Budget, Form and Content, Budgetary Procedure. Quotas: Objectives in using Quotas , Types of Quotas and Quota-Setting Procedures . Sales Territories: Sales Territory Concept Reasons for Establishing Sales Territories –

B1: pg 525-535 B1:pg 536-554 B1:pg 555-575

Mini Project (Group activity) Mini Project (Group activity) Mini Project (Group

Conceptual skill Analytical skill Application skill Decision Making skill Elucidating skill Conceptual skill Analytical skill Application skill Decision Making skill Elucidating skill

Report Submission Report Submission Report Submission

REFERENCE BOOKS:

1.Richard R. Still, Edward W.Cundiff & Norman A.P.Govoni; “Sales Management “

Prentice – Hall of India , 5th Edition.

2. Robert.J.Calvin (2004) “Sales Management”,2nd edition, Mc-Grawhill Publications.

Procedures for Setting up Sales Territories – Routing and Scheduling Sales Personnel.(6) Sales control and cost analysis Case Study-4 (Handouts to be provided to students)

B1: pg 576-586 B1: pg 588-589

activity) Mini Project (Group activity) Discussion

Conceptual skill Analytical skill Application skill Decision Making skill Elucidating skill

Report Submission New ideas and participation

31-40 Revision test and Decentralized test

T1 reference

Written Test and Viva

Preparation for final Exam

41-50 Guidelines for Mini Project/ Submission/Viva

Project Submission

Internal Marks

METHOD OF EVALUATION:

Cycle Test- 10 Marks

Surprise Test- 5 Marks

Class Participation- 5 Marks (It is the average of all “n” activities in which each activity is given out of 5)

Mini Project- 15 Marks

Model Exam- 15 Marks