RAJIV GANDHI PROUDYOGIKI VISHWAVIDYALAYA
MPY 301 PMRA : PHARMACEUTICAL MARKETING MANAGEMENT
Fundamental: Concepts of marketing and market, marketing mix, product, price, promotion, place. Product: product concept, product classification, new product development, product life cycle, product mix decision, branding, packaging, labeling decisions, service as a product, Price: Objective of pricing, pricing policies, pricing methods. Promotion: Advertising, sales promotion, personal selling, public relation, publicity and propaganda. Place: Marketing channels, vertical and horizontal integration, channel conflict management, distribution system and logistic management.
Marketing environment: marketing planning and control, segmenting (demographic and psychographic) targeting, positioning (STP), marketing research and forecasting, marketing information system value proposition.
Role of consumers: Consumer decision making process, factors influencing consumer decision making, special topics in marketing: green marketing, relationship marketing, societal marketing, guerrilla marketing, online marketing, mega marketing, database marketing.
Theories of consumer behavior: learning theory, psychoanalytic theory, gestalt, cognitive theory, psychological field, blackbox models, distributive approach, consumer decision: process approach, factors influencing consumer decision making, segmentation, psychographics & VALS; diffusion of innovations.
Individual determinants of behavior: personality, perception, attitude (attitudinal models), learning, motivation, group influence on consumer behavior-social class, social groups, opinion leaders. Culture, sub-culture, cultural relevance to marketing decisions, characteristics of culture, cultural values, cultural changes, cross cultural understandings. Family: role & structure, family life cycle, purchasing decisions, changing role of families.
Kotler Philip and Keller; Marketing Management, PHI, New Delhi.
Kotlet Philip, Kevin Keller, A. Koshy an M.Jha, Marketing Management in South Asian Perspective, Pearson Education, New Delhi.
Kerin, Hartley, Berkowtz and Rudelius, Marketing, TMH, New Delhi.
Etzel, Michael J, Marketing: Concepts and Cases, TMH, New Delhi.
Blackwell, Roger, Miniard, Paul & Engel, James; Consumer Behaviour; Thomson Learning; New Delhi.
Loudon, David L. & Dellabitta, Albert; Consumer Behaviour; Tata McGraw Hill; New Delhi
Schiffman, Leon G., & Kanuk, Leslie Lazar; Consumer Behaviour; Pearson Education; New Delhi.
Soloman, Michael R., Consumer Behaviour – Buying Having and Being; Pearson Education; New Delhi.
Nair, Suja R., Consumer Behaviour in Indian Perspective; Himalaya Publishing House, New Delhi.
RAJIV GANDHI PROUDHYOGIKI VISHWAVIDYALAYA
MPY 302 PMRA : INTEGRATED MARKETING COMMUNICATION
Marketing communication: functional areas of marketing communication; integrated marketing communication; types of advertising agencies; media partners and their role; compensating the advertising agencies; agency evaluation; brands-its meaning; creating and maintaining the brand; selecting desired brand position; developing brand identification; creating a brand image; creating and maintaining brand relationship with customers; brand-customer touch points; prospects and customers; AIDA model; think/fear/do models; brand decision making process; attitude formation and attitude change; brand likeability.
Campaign planning: IMC planning process; internal marketing; segmenting an targeting; types of segmentation; message and profitability targeting; digitization of brand information; customer database; building relationship through data management; developing creative message strategy; process of developing IMC message strategy; methods of getting creative ideas; brand-message execution; copywriting; writing for point and electronic media; print layout and design; executional and strategic consistency.
Media classification: media strength and weakness; wireless communication; e-mail marketing; website marketing; integrating online brand communication; media planning; consumer sales promotion; sales promotion tools; determining consumer sales promotion strength and limitations of sales promotion; trade promotion; trade promotion for new products and existing brands; trade promotion strategies; objectives of co-marketing communication.
Personal selling objectives and strategies: personal selling process; defining public relations; limitation of brand publicity; brand publicity tools; corporate image and reputation; mission and cause marketing; crisis communication; interactive and personal dimension of direct marketing; method of direct marketing; event marketing; trade shows and other participation events; sponsorships; strengths and customer service; objectives and strategies of customer service; social, economic and ethical issues in IMC; evaluation and measurement of brand messages measurement and evaluation methods.
Managing relationship and building loyalty: customer-firm relationship, analyzing and managing customer base; customer management relationship system in services marketing; customer feedback and service recovery; customer complaining behaviour, principles and responses to effective service recovery, service quality and the gap model, measuring and improving service quality, defining, measuring and improving service productivity; organizing for service leadership; search for synergy in service management, creating a leading service organization.
Duncan, Tom; Principles of Advertising and IMC; Tata McGraw Hill, New Delhi.
Clow, Kenneth & Baack, Donald; Integrated Advertising, Promotion and Marketing Communication; Pearson Education, New Delhi.
Belch, George and Belch, Michael; Advertising and Promotion; Tata McGraw Hill, New Delhi.
Wells, William, Burnett, John ad Moriarty, Sandra; Advertising Principles and Practice;
Pearson Education; New Delhi.
Jethwaney, Jaishree and Jain, Shruti; Advertising Management; Oxford University Press; New Delhi.
.
RAJIV GANDHI PROUDHYOGIKI VISHWAVIDYALAYA
MPY 303 PMRA : INTERNATIONAL BUSINESS MANAGEMENT OF PHARMACEUTICAL PRODUCTS
International business - meaning and modes of International business; Globalization – concepts, characteristics and drivers; International business environment – cultural, economic, political and legal environment;
World Trade Organizations (WTO) – structure and overview of agreements; Regional economic groupings – meaning, levels and implications for International business; Foreign Direct Investments (FDI’s) – concepts, types, motives, impact of FDI, Foreign Direct Investment in India
Multinational Enterprises (MNEs) – features, types, factors affecting MNEs; Foreign market entry strategies and strategic alliances – basic entry decisions, entry modes selection, reasons and process of strategic alliance management.
Export-Import policy in India – salient features; International commercial terms (Incoterms); Import- Export documentation - Bill of Exchange, Marine Insurance policy, Invoices and other documents; Transport documents - Bill of lading, Airway Bill, Multimodal transport documents; Letter of Credit – meaning, types of letter of credit; Financing exports - preshipment credit, post- shipment finance; Financing imports; Export credit Insurance – standard and specific policies, guarantees.
The Indian Contract Act, 1872 – meaning and essentials of contract ; Offer and Acceptance; Capacity of the parties; Consideration; Free consent; Legality of object; Performance; Discharge and remedies for breach of contract. Sale of Goods Act, 1930 – relevant provisions.
Companies Act, 1956 – meaning, characteristics and types of companies; Formation of company; Meaning and contents of Memorandum of Association and Articles of Association; Company management and managerial remuneration; Company meetings and proceedings.
Sundram and Black: International business environment, Prentice Hall of India.
Charles WL Hill: International business, Tata Mc Graw Hill, New Delhi.
Arun Kumar Jain: Competing in the Global market place, Tata Mc Graw Hill New Delhi.
Francis Cherunilam; International business, Prentice Hall of India.
Sunil Gupta: International Marketing, Kalyani Publishers New Delhi.
RAJIV GANDHI PROUDHYOGIKI VISHWAVIDYALAYA
MPY 304 PMRA : SALES AND RETAIL MANAGEMENT OF PHARMACEUTICAL PRODUCTS
Sales Management – concept, objectives and functions; Integrating sales and marketing management; Personal Selling – concept and classification of sales jobs, buyer-seller dyads; personal selling process; Prescription, behavior and research;
Sales planning – importance, approaches and process of sales planning; Sales forecasting; Sales budgeting; Sales organization – purpose, principles and process of setting up a sales organization, sales organization structure, field sales organization, determining size of sales force; Determining sales territories and time management, designing and administration of different types of sales quotas;
Managing Sales force – Recruitment; Selection; Training; Compensation; Motivating and leading the sales force; Sales meetings and contents, Control process – Analysis of sales volume; marketing costs and profitability analysis; management of sales force expenses; evaluating sales force performance.
Retail management – concept, functions, importance and challenges in retail business ; theories of retailing ; classification of retail institutions on the basis – ownership, merchandise offered, store based and non- store based retailing ; strategic planning in retailing ; application of IT in retailing.
Concept of Strategy – defining strategy, characteristics and approaches to strategic decision- making; Strategic management process; Developing a strategic vision, mission and setting objectives; Strategy implementation – the challenges of change and organizational learning; Strategy and structural decisions; Behavioural issues in implementation; Operational decisions in implementation; Strategic evaluation and control – need, process and techniques.
Bhattacharya S.K and Venkataramia N: Managing business enterprises: strategies, structure and systems, Vikas Publishing House, New Delhi.
Ferrel Lucas and Luck: Marketing strategy, Dryden Press.
Sontakki C.N: Strategic Management, Kalyani Publishers, New Delhi.
Jauch and Glueck: Business policy and Strategic Management, Tata Mc Graw Hill, New Delhi.
Kazmi, Azhar: Business policy, Tata Mc Graw Hill Publishing Co.Ltd., New Delhi.
RAJIV GANDHI PROUDYOGIKI VISHWAVIDYALAYA
MPY 301 PMRA : PHARMACEUTICAL MARKETING MANAGEMENT
Fundamental: Concepts of marketing and market, marketing mix, product, price, promotion, place. Product: product concept, product classification, new product development, product life cycle, product mix decision, branding, packaging, labeling decisions, service as a product, Price: Objective of pricing, pricing policies, pricing methods. Promotion: Advertising, sales promotion, personal selling, public relation, publicity and propaganda. Place: Marketing channels, vertical and horizontal integration, channel conflict management, distribution system and logistic management.
Marketing environment: marketing planning and control, segmenting (demographic and psychographic) targeting, positioning (STP), marketing research and forecasting, marketing information system value proposition.
Role of consumers: Consumer decision making process, factors influencing consumer decision making, special topics in marketing: green marketing, relationship marketing, societal marketing, guerrilla marketing, online marketing, mega marketing, database marketing.
Theories of consumer behavior: learning theory, psychoanalytic theory, gestalt, cognitive theory, psychological field, blackbox models, distributive approach, consumer decision: process approach, factors influencing consumer decision making, segmentation, psychographics & VALS; diffusion of innovations.
Individual determinants of behavior: personality, perception, attitude (attitudinal models), learning, motivation, group influence on consumer behavior-social class, social groups, opinion leaders. Culture, sub-culture, cultural relevance to marketing decisions, characteristics of culture, cultural values, cultural changes, cross cultural understandings. Family: role & structure, family life cycle, purchasing decisions, changing role of families.
Kotler Philip and Keller; Marketing Management, PHI, New Delhi.
Kotlet Philip, Kevin Keller, A. Koshy an M.Jha, Marketing Management in South Asian Perspective, Pearson Education, New Delhi.
Kerin, Hartley, Berkowtz and Rudelius, Marketing, TMH, New Delhi.
Etzel, Michael J, Marketing: Concepts and Cases, TMH, New Delhi.
Blackwell, Roger, Miniard, Paul & Engel, James; Consumer Behaviour; Thomson Learning; New Delhi.
Loudon, David L. & Dellabitta, Albert; Consumer Behaviour; Tata McGraw Hill; New Delhi
Schiffman, Leon G., & Kanuk, Leslie Lazar; Consumer Behaviour; Pearson Education; New Delhi.
Soloman, Michael R., Consumer Behaviour – Buying Having and Being; Pearson Education; New Delhi.
Nair, Suja R., Consumer Behaviour in Indian Perspective; Himalaya Publishing House, New Delhi.
RAJIV GANDHI PROUDHYOGIKI VISHWAVIDYALAYA
MPY 302 PMRA : INTEGRATED MARKETING COMMUNICATION
Marketing communication: functional areas of marketing communication; integrated marketing communication; types of advertising agencies; media partners and their role; compensating the advertising agencies; agency evaluation; brands-its meaning; creating and maintaining the brand; selecting desired brand position; developing brand identification; creating a brand image; creating and maintaining brand relationship with customers; brand-customer touch points; prospects and customers; AIDA model; think/fear/do models; brand decision making process; attitude formation and attitude change; brand likeability.
Campaign planning: IMC planning process; internal marketing; segmenting an targeting; types of segmentation; message and profitability targeting; digitization of brand information; customer database; building relationship through data management; developing creative message strategy; process of developing IMC message strategy; methods of getting creative ideas; brand-message execution; copywriting; writing for point and electronic media; print layout and design; executional and strategic consistency.
Media classification: media strength and weakness; wireless communication; e-mail marketing; website marketing; integrating online brand communication; media planning; consumer sales promotion; sales promotion tools; determining consumer sales promotion strength and limitations of sales promotion; trade promotion; trade promotion for new products and existing brands; trade promotion strategies; objectives of co-marketing communication.
Personal selling objectives and strategies: personal selling process; defining public relations; limitation of brand publicity; brand publicity tools; corporate image and reputation; mission and cause marketing; crisis communication; interactive and personal dimension of direct marketing; method of direct marketing; event marketing; trade shows and other participation events; sponsorships; strengths and customer service; objectives and strategies of customer service; social, economic and ethical issues in IMC; evaluation and measurement of brand messages measurement and evaluation methods.
Managing relationship and building loyalty: customer-firm relationship, analyzing and managing customer base; customer management relationship system in services marketing; customer feedback and service recovery; customer complaining behaviour, principles and responses to effective service recovery, service quality and the gap model, measuring and improving service quality, defining, measuring and improving service productivity; organizing for service leadership; search for synergy in service management, creating a leading service organization.
Duncan, Tom; Principles of Advertising and IMC; Tata McGraw Hill, New Delhi.
Clow, Kenneth & Baack, Donald; Integrated Advertising, Promotion and Marketing Communication; Pearson Education, New Delhi.
Belch, George and Belch, Michael; Advertising and Promotion; Tata McGraw Hill, New Delhi.
Wells, William, Burnett, John ad Moriarty, Sandra; Advertising Principles and Practice;
Pearson Education; New Delhi.
Jethwaney, Jaishree and Jain, Shruti; Advertising Management; Oxford University Press; New Delhi.
.
RAJIV GANDHI PROUDHYOGIKI VISHWAVIDYALAYA
MPY 303 PMRA : INTERNATIONAL BUSINESS MANAGEMENT OF PHARMACEUTICAL PRODUCTS
International business - meaning and modes of International business; Globalization – concepts, characteristics and drivers; International business environment – cultural, economic, political and legal environment;
World Trade Organizations (WTO) – structure and overview of agreements; Regional economic groupings – meaning, levels and implications for International business; Foreign Direct Investments (FDI’s) – concepts, types, motives, impact of FDI, Foreign Direct Investment in India
Multinational Enterprises (MNEs) – features, types, factors affecting MNEs; Foreign market entry strategies and strategic alliances – basic entry decisions, entry modes selection, reasons and process of strategic alliance management.
Export-Import policy in India – salient features; International commercial terms (Incoterms); Import- Export documentation - Bill of Exchange, Marine Insurance policy, Invoices and other documents; Transport documents - Bill of lading, Airway Bill, Multimodal transport documents; Letter of Credit – meaning, types of letter of credit; Financing exports - preshipment credit, post- shipment finance; Financing imports; Export credit Insurance – standard and specific policies, guarantees.
The Indian Contract Act, 1872 – meaning and essentials of contract ; Offer and Acceptance; Capacity of the parties; Consideration; Free consent; Legality of object; Performance; Discharge and remedies for breach of contract. Sale of Goods Act, 1930 – relevant provisions.
Companies Act, 1956 – meaning, characteristics and types of companies; Formation of company; Meaning and contents of Memorandum of Association and Articles of Association; Company management and managerial remuneration; Company meetings and proceedings.
Sundram and Black: International business environment, Prentice Hall of India.
Charles WL Hill: International business, Tata Mc Graw Hill, New Delhi.
Arun Kumar Jain: Competing in the Global market place, Tata Mc Graw Hill New Delhi.
Francis Cherunilam; International business, Prentice Hall of India.
Sunil Gupta: International Marketing, Kalyani Publishers New Delhi.
RAJIV GANDHI PROUDHYOGIKI VISHWAVIDYALAYA
MPY 304 PMRA : SALES AND RETAIL MANAGEMENT OF PHARMACEUTICAL PRODUCTS
Sales Management – concept, objectives and functions; Integrating sales and marketing management; Personal Selling – concept and classification of sales jobs, buyer-seller dyads; personal selling process; Prescription, behavior and research;
Sales planning – importance, approaches and process of sales planning; Sales forecasting; Sales budgeting; Sales organization – purpose, principles and process of setting up a sales organization, sales organization structure, field sales organization, determining size of sales force; Determining sales territories and time management, designing and administration of different types of sales quotas;
Managing Sales force – Recruitment; Selection; Training; Compensation; Motivating and leading the sales force; Sales meetings and contents, Control process – Analysis of sales volume; marketing costs and profitability analysis; management of sales force expenses; evaluating sales force performance.
Retail management – concept, functions, importance and challenges in retail business ; theories of retailing ; classification of retail institutions on the basis – ownership, merchandise offered, store based and non- store based retailing ; strategic planning in retailing ; application of IT in retailing.
Concept of Strategy – defining strategy, characteristics and approaches to strategic decision- making; Strategic management process; Developing a strategic vision, mission and setting objectives; Strategy implementation – the challenges of change and organizational learning; Strategy and structural decisions; Behavioural issues in implementation; Operational decisions in implementation; Strategic evaluation and control – need, process and techniques.
Bhattacharya S.K and Venkataramia N: Managing business enterprises: strategies, structure and systems, Vikas Publishing House, New Delhi.
Ferrel Lucas and Luck: Marketing strategy, Dryden Press.
Sontakki C.N: Strategic Management, Kalyani Publishers, New Delhi.
Jauch and Glueck: Business policy and Strategic Management, Tata Mc Graw Hill, New Delhi.
Kazmi, Azhar: Business policy, Tata Mc Graw Hill Publishing Co.Ltd., New Delhi.