INSTITUTE OF PUBLIC ENTERPRISE

POST GRADUATE DIPLOMA IN MANAGEMENT- RETAIL & MARKETING

IV Semester
Course Curriculum

2013 - 2015

IV Semester

Code
401
402
403
404

Subject
Contemporary Issues in Retail Marketing
Retail Strategy
Rural Marketing
Digital Marketing
Comprehensive Viva Voce
Total

Credits
3
3
3
3
2
14

Coordinator PGDM-RM

RETAIL STRATEGY
Code:402

Credits:3

Unit I:
Perspectives on Retailing: Retailing today, Global Retailing, E-tailing and
price competition, Customer Behavior Model, Population trends, Social
trends, Economic Trends.
Unit II:
Retail Competition: Competitive marketplace, Market structure, Demand side
of retailing, Non-price Decisions, Types of Competition: Intra type and Inter
type, Divertive competition, non store retailing, new store formats.
Unit III:
Retail Strategic Planning: Retail mission, Market performance objectives,
financial performance objectives, societal objectives, Personal objectives.
Text Book(s)
1. Introduction to Retailing, 7th edition by Lusch, Dunne, Carver by
Cengage Publication.
Suggested Reading
1.
2.
3.
4.

Michael Levy, Barton Weitz: Retailing Management, 5th Edition, Tata

McGraw-Hill publication.
Retail Management Second Edition-Chetan Bajaj, Rajnish Tuli,
Nidhi Varma Srivastava- OXFORD publication 2010
Retail Management: A Strategic Approach, 9th Edition, by Barry
Berman and Joel Evans, Prentice Hall 2004.
Retailing Management Text & Cases, 3rd Edition by Swapna Pradhan,
Tata McGraw-Hill.
Journals/Magazines
Indian Journal of Marketing
Journal of Marketing Research
Images Retail
Progressive Grocer

RURAL MARKETING

Code:403
Unit I

Credits:3

Rural marketing, Definition, Scenario, Rural consumer behaviour,

Market segmentation, product and pricing, Distribution, Rural marketing
strategies, marketing of consumer durables.

Unit II

Marketing of agricultural inputs such as seeds, fertilizers, pesticides, farm

machinery and equipment, livestock feed etc.

Unit III

Production, procurement, processing, and marketing of output such as

agriculture (includes crops, livestock, fisheries, forestry, agro forestry,
horticulture, dairying). Traditional marketing of farm products, defects in
agricultural marketing, grading, storing and processing, external trade in
agricultural products.
Agro processing, rural banking, water management and rural energy.

Recommended Text Book

Sanal Kumar Velayudhan (2007), Rural Marketing-Targeting the Non-urban
Consumer, Sage Publications, New Delhi.
Suggested Text Books
1. Krishnamoorthy, R (2008), Introduction to Rural marketing, Himalaya
Publishing House, Mumbai.
2. Badi, R V and Badi N V (2007), Rural marketing, Himalaya Publishing
House, Mumbai.
3. Balram Dogra, Karminder Ghuman (2008), Rural marketing - concepts
and practices,. Tata McGraw-Hill Publishing Company Ltd., New Delhi.
4. Krishnamacharyulu, C S G, Lalitha Ramakrishnan (2002), Rural marketing
Text and cases, Pearson Education (Singapore) Pvt. Ltd, Delhi.
5. Pradeep Kashyap, Siddhartha Raut (2006), The rural marketing Text and
Practices, Himal Impressions, New Delhi.
6. Habeeb-ur-Rahman, K S (2004), Rural marketing in India, Himalaya
Publishing House,Mumbai.
Journals:
1. Indian Journal of Marketing
2. Journal of Rural Development
3. Brand Reporter

404 - Digital Marketing

Code:403

Credits:3

Unit -1
Internet and its infant development, Creating commercial Internet, Online marketing
environment in the modern economy, internet relationships, web business models, Online
marketing mix, Online Marketing plan. Ten Cs for Internet Marketers, Moors Law and
Digital Costs.
Unit 2
Comparison of e-Marketing with traditional marketing, Web site Development Design
Control. Introduction to Digital Marketing - Basic Description SEM, SEO, SEA, SMM,
SMO, SMA, PPC. Search Engine Basics - Major Search Engines- Web Ranking.
Search Engine Marketing:
Introduction Search engine definition and forms revenue models for search engine
positioning How Search Engines Work Search engine optimization(SEO) Pay-Per-Click
(PPC) Search engine advertising- SEO Essential Tools - Google Adwords.
Unit - 3
Social Media Marketing:
Introduction to Social Media - Social Media Optimization (SMO)- Advantages over other
forms of Online Marketing - Social Media Strategy. Social Media Marketing (SMM) - Social
Media Advertising(SMA).
Online communication tools - Email Marketing - Affiliate Marketing - Content Marketing Mobile Marketing - Web Analytics - Software CRM Tools - e-Business Risks and Legal
Issues Management.
Text Book:
1. Online Marketing a customer led approach By Richard Gay From Oxford 2012
Reference Books:
2. Social Media Marketing By Barker From Cengage Learning 2013
3. Principles of Internet Marketing By Hanson, Ward From South Western College Pubs,
2000
4. Internet Marketing and e-Commerce By Hanson, Ward From South Western college
Publications 2007
5. Principles of Internet Marketing By Ardlow From Thomson Learning 2001
6. Internet Marketing Strategy By Chaffey From Prentice Hall 2006
7. B-to-B Internet Marketing By Silverstein, Barry From Maximum Press 2001
8. E-Marketing Strategy By Philips, Paul From Text and Cases
9. Frontiers of e-Commerce By Kalakota Ravi