Title: Brand Management

Subject Code: C12 Work load: 2 hours per week Evaluation :

Contact Hours: 30 Hrs Credit Points: 2 Continuous Internal Assessment 25 marks Semester End Examination -- 25 marks

Objective: The chief purpose of this course is to provide a comprehensive understanding of brands, brand equity, and strategic brand management. An important goal of this course is to current thinking and developments on these topics.

Pedagogy

:Lectures, Assignments, Projects, and Seminars

MODULE 1 Branding perspectives, branding challenges and opportunities, the brand equity concept, strategic brand management process, Identifying and establishing brand positioning and values, customer based brand equity, steps of brand building, brand building implications, brand positioning and values, positioning guidelines, defining and establishing brand values MODULE 2 Planning and implementing brand marketing programs, choosing brand elements to build brand equity, options and tactics for brand elements, designing marketing programs to build brand equity, product strategy, pricing strategy, channel strategy, Integrating marketing communications, to build brand equity, leveraging secondary brand knowledge to build brand equity, MODULE 3 Measuring and interpreting brand performance, developing a brand equity measurement and management system, the brand value chain, designing brand tracking studies, measuring sources of brand equity, measuring outcomes of brand equity MODULE 4 Growing and sustaining brand equity, designing and implementing branding strategies, introducing and naming new product and brand extensions, managing brands over time, managing brands over geographical boundaries, market segments.

Text book: Strategic brand management- Kevin Keller- Pearson Education Reference: Brand management The Indian Context Y L R Moorthi Vikas Publication nd Product Management by Donald R Lehmann and Russel S Winner 2 Edition Irwin/McGraw Hill

Title Subject Code: C13 Work load: 2 hours per week Evaluation:

: Rural Marketing Contact Hours: 30 Hrs Credit Points: 2

Continuous Internal Assessment 25 marks Semester End Examination -- 25 marks

Objective: The primary focus of this course will be to analyze Rural Markets, and models. This course will also provide an understanding of Rural Markets and its role in the Economic and Social development. Pedagogy : Lectures, Assignments, Projects, and Seminars

MODULE 1: Indian Rural Market Environment Introduction, Population, Occupations, Income Generation, Rural Urban Disparities, Infrastructure, Development Programmes, Reforms etc., MODULE 2: Rural Marketing Definition, concept, scope, nature, etc., Size and Nature of Indian Rural Markets Rural Demand & Rural Market Index Problems in Rural Marketing. MODULE 3: Consumer Behavior Buying Characteristics, Decision Process, Behavior and Evaluation, Segmenting the Rural MarketTargeting and Positioning, Product Strategy-Significance, concepts and product mix decisions, Pricing Strategy -Objectives, Policies and Strategies, Promotion Strategies Advertising, Sales Promotion, Communication in Rural Marketing Language and Culture MODULE 4: Distribution Strategies for rural Marketing and channels of distribution Marketing strategies for specialized rural market oriented commodities Marketing of Agriculture Products Marketing of Agriculture Machinery and other agricultural inputs like fertilizers pesticides, seeds, feeds and other equipment MODULE 5: Products of cottage and village industries. Role of Co-operative, Govt., financial institutions, public sector undertaking, regulated markets and public distribution systems Reference RM, TPG --- Rural Marketing, Environment problems and strategies by T P Gopalswamy, Wheeler publishing, New Delhi. RM,CSGK & LR ---- Rural Marketing, text and cases by CSG Krishnamacharulu and Lalitha Ramkrishnan, 2002, Pearson Education Asia. RM , SV ----Rural Marketing, targeting the non-urban consumer by Sunil Kumar Velayudhan, Response Books.