Advanced Marketing Management

Syllabus

6T2– Advanced Marketing Management

Unit-1:

Sales Management: Evolution of Sales Function, Objectives of Sales Management Positions, Functions of Sales Executives, Relation with Other Executives, Salesmanship: Theories of Personal Selling, Types of Sales Executives, Qualities of Sales Executives, Prospecting, Pre-approach and Post-approach, Organising Display, Showroom & Exhibition.

Unit-2:

Distribution Network Management: Product Distribution Channel & Types of Marketing Channels, Factors Affecting the Choice of Channel, Types of Middleman and their Characteristics, Wholesale and Retail, Supply Chain Management (SCM) and Introduction to Supply Chain Management, Various types of Warehousing and Transportation Facilities.

Unit-3:

Service Quality: Impact of Service Quality, Approaches to Service Quality, Ten Original Dimensions of Service Quality, How to Improve Service Quality, Service Quality Information Systems, Benchmarking and Certification. Marketing Challenges in Services Business; Classification of Services; End User, Profit Orientation, Services Tangibility, People Based Services, Expertise. Role of IT in Service Industry.

Unit-4:

Customer Retention & Relationship Marketing: CB-Services, Facts & Importance of CB in Services, Evolution of Relationship Marketing, Enhancement of Internal & External Relationships, Customer Retention (Operations, Delivery System). Various Types of Services Offered to Customers – Hotel, Hospital, Transport, Insurance, Banking and Education.