Brand Management

Introduction to Brand Management
a) Introduction to Brand Management:
 Meaning of Brand, Branding, Brand Management, Importance of Branding to
Consumers, Firms, Brands v/s Products, Scope of Branding, Branding
Challenges and Opportunities, Strategic Brand Management Process, Customer
Based Brand Equity model (CBBE), Sources of Brand Equity, Steps of Brand
Building including Brand Building Blocks, Brand Positioning: Meaning,
Importance, Basis

Planning and Implementing Brand Marketing Programs
a) Planning and Implementing Brand Marketing Programs:
 Brand Elements: Meaning, Criteria for choosing Brand Elements, Types of
Brand Elements
 Integrating Marketing Programs and Activities
 Personalising Marketing: Experiential Marketing, One to One Marketing,
Permission Marketing
 Product Strategy: Perceived Quality and Relationship Marketing
 Pricing Strategy: Setting Prices to Build Brand Equity
 Channel Strategy: Direct, Indirect Channels
 Promotion Strategy: Developing Integrated Marketing Communication
Programs
 Leveraging Secondary Brand Associations to Build Brand Equity: Companies,
Countries, Channel of Distribution, Co-branding, Characters, Events.

Measuring and Interpreting Brand Performance
a) The Brand Value Chain
b) Measuring Sources of Brand Equity:
 Qualitative Research Techniques: Projective Techniques: Completion,
Comparison, Brand Personality and Values: The Big Five, Free Association
 Quantitative Research Techniques: Brand Awareness: Recognition, Recall,
Brand Image, Brand Responses
c) Young and Rubicam’s Brand Asset Valuator
d) Measuring Outcomes of Brand Equity
 Comparative Methods: Brand based Comparative Approaches, Marketing
Based Comparative Approaches, Conjoint Analysis
 Holistic Methods: Residual Approaches, Valuation Approaches: Historical
Perspectives and Interbrand’s Brand Valuation Methodology

Growing and Sustaining Brand Equity
a) Designing & Implementing Branding Strategies:
 Brand Architecture: Meaning of Brand Architecture, The Brand-Product Matri,
Breadth of a Branding Strategy, Depth of a Branding Strategy
 Brand Hierarchy: Meaning of Brand Hierarchy, Building Equity at Different
Hierarchy Levels
 Cause Marketing to Build Brand Equity: Meaning of Cause Marketing,
Advantages, Green Marketing
b) Brand Extensions:
 Meaning, Advantages, Disadvantages, Brand Extension and Brand Equity
c) Managing Brands over Time:
 Reinforcing Brands, Revatilising Brands
d) Building Global Customer Based Brand Equity

Unit - 1 Introduction to Non-profit Organization
a) Non-profit organization: Meaning of Non-Profit Organization, Features of non-profit
organization, Characteristics of Non Profit marketing, Stakeholders in non-profit
organization, Types of non-profit organization: Charities, newly emerging social
enterprise sector, public sector, political parties and campaign organizations,
classification of non-profit organizations, Social need: concept, social need as a basis for
developing sustainable business model for a non-profit organization.
b) Fundraising: meaning, common techniques to solicit funds, fund raising loyalty
ladder, marketing and communication for fundraising

Unit - 2 Segmenting Targeting Positioning, Product mix & Pricing mix in Non-profit organizations
a) Segmentation, Targeting & Positioning of non-profit organizations: Strategic
Marketing for Non-Profit Organization, Steps in Strategic Marketing of non-profit
organization, Market Segmentation, Targeting & Positioning in non-profit organization
b) Product mix & Pricing mix in non-profit organization: Budgeting, cost effective
marketing mix, Cost Management, Product or offer in non-profit organization, level of
offer in non-profit organization, Pricing Objectives in non-profit organizations, Pricing
Strategies in non-profit organizations

Unit - 3 Promotion mix, Place mix of non-profit organizations & advocacy of non-profit organizations
a) Promotion Mix: Promotion of non-profit Organizations: Marketing Communication
Strategies, Integrated Marketing Communication in nonprofit organizations, Image &
reputation, Marketing Communication process, Marketing communication process,
Role of Audience, message and vehicle in non-profit organization communication.
Significance of place in non-profit organizations, Challenges for non-profit
organizations in rural areas.
b) Advocacy & Fund Raising in non-profit organization: Meaning, steps in building
support for advocacy, advocacy tactics: lobbying, Coalition Building, outreach to
media, educating policy makers on issues, educating public on policy issue, building
relationship with policy maker. Distinctive characteristics of advocacy groups, Steps
in crafting an advocacy plan, steps in engaging policy makers for lobbying, advocacy
v/s lobbying, Evaluating advocacy.
Fund Raising: meaning, Principles of fundraising, Fund raising cycle, The fund raising
pyramid and donor life cycle.

Unit - 4 Corporate Social Responsibility, innovations & Ethics in non-profit organizations
a) Corporate social responsibility: CSR, Importance of CSR, history and evolution of CSR,
Policy framework for CSR in India, Section 135 of Companies Act 2013, Role of CSR
committee on Boards
Code of Ethics in non-profit organization, hierarchy of ethical values in non-profit
organization, careers in CSR.
b) Trends and Innovations: Current trends, innovations and opportunities in CSR,
Influence of non-profit organizations and their impact on corporate CSR, Challenges
faced by non-profit organizations in India.
c) Non-Governmental Organization (NGO): Meaning of Non-Government Organization
(NGO), Difference between Voluntary Organization & NGO, Steps of Voluntarism, Types
of NGO: advocacy of chosen cause, Small or Grassroot NGO, Mother NGO, National
NGO, corporate NGO, Global NGO’s

Unit - 1 Retail Management- An overview
a) Retail Management:
 Introduction and Meaning, Significance, Factors Influencing Retail
Management, Scope of Retail Management
b) Retail Formats:
 Concept of Organized Retailing: Factors Responsible for the Growth of
Organized Retail in India, Multichannel Retailing: Meaning and Types, E-tailing:
Meaning, Advantages and Limitations
c) Emerging Trends in Retailing
 Impact of Globalization on Retailing
 I.T in Retail: Importance, Advantages and Limitations, Applications of I.T. in
Retail: EDI, Bar Coding, RFID Tags, Electronic Surveillance, Electronic Shelf
Labels
 FDI in Retailing: Meaning, Need for FDI in Indian Retail Scenario
 Franchising: Meaning, Types, Advantages and Limitations, Franchising in India
 Green Retailing
 Airport Retailing

Unit - 2 Retail Consumer and Retail Strategy
a) Retail Consumer/Shopper:
 Meaning of Retail Shopper, Factors Influencing Retail Shoppers, Changing
Profile of Retail Shoppers, Market Research as a Tool for Understanding Retail
Markets and Shoppers
b) CRM in Retail:
 Meaning, Objectives
 Customer Retention Approaches: Frequent Shopper Programme, Special
Customer Services, Personalization, Community
c) Retail Strategy:
 Meaning, Steps in Developing Retail Strategy, Retail Value Chain
d) Store Location Selection:
• Meaning, Types of Retail Locations, Factors Influencing Store Location
e) HRM in Retail:
 Meaning, Significance, Functions
 Organization Structure in Retail: Meaning, Factors Influencing Designing
Organization Structure, Organization Structure for Small Stores/Single
Stores/Independent Retailers and Retail Store Chain/Department Store

Unit - 3 Merchandise Management and Pricing
a) Merchandise Management
 Concept, Types of Merchandise, Principles of Merchandising, Merchandise
Planning- Meaning and Process, Merchandise Category – Meaning, Importance,

Components, Role of Category Captain, Merchandise Procurement/Sourcing-
Meaning, Process, Sources for Merchandise

b) Buying Function:
 Meaning, Buying Cycle, Factors Affecting Buying Functions, Functions of Buying
for Different Types of Organizations Young and Rubicam’s Brand Asset
Valuator- Independent Store, Retail Chain, Non-store Retailer
c) Concept of Lifestyle Merchandising
d) Private Label
 Meaning, Need and Importance, Private Labels in India
e) Retail Pricing
 Meaning, Considerations in Setting Retail Pricing
 Pricing Strategies:
High/ Low Pricing: Meaning, Benefits, Everyday Low Pricing: Meaning, Benefits,
Market Skimming, Market Penetration, Leader Pricing, Odd Pricing, Single
Pricing, Multiple Pricing, Anchor Pricing
 Variable Pricing and Price Discrimination- Meaning
Types:
 Individualized Variable Pricing/First Degree Price

 Self-Selected Variable Pricing/ Second Degree Price Discrimination-
Clearance and Promotional Markdowns, Coupons, Price Bundling, Multiple –

Unit Pricing
 Variable Pricing by Market Segment/ Third Degree Price Discrimination

Unit - 4 Managing and Sustaining Retail
a) Retail Store Operations:
 Meaning, Responsibilities of Store Manager, The 5 S’s of Retail Operations
(Systems, Standards, Stock, Space, Staff)
b) Store Design and Layout:
 Store Design- Meaning, Objectives, Principles, Elements of Exterior and Interior
Store Design, Store Atmospherics and Aesthetics
 Store Layout- Meaning, Types: Grid, Racetrack, Free Form
 Signage and Graphics: Meaning, Significance, Concept of Digital Signage
 Feature Areas: Meaning, Types: Windows, Entrances, Freestanding Displays,
End Caps, Promotional Aisles, Walls, Dressing Rooms, Cash Wraps
c) Visual Merchandising and Display:
 Visual Merchandising- Meaning, Significance, Tools Used for Visual
Merchandising
 The Concept of Planogram
 Display- Meaning, Methods of Display, Errors in Creating Display
d) Mall Management
 Meaning and Components: Positioning, Zoning, Promotion and Marketing,
Facility Management, Finance Management
e) Legal and Ethical Aspects of Retailing
 Licenses/Permissions Required to Start Retail Store in India
 Ethical Issues in Retailing
Career Options in Retailing

1 Introduction to Operations Research and Linear Programming
a) Introduction To Operations Research
 Operations Research - Definition, Characteristics of OR, OR Techniques, Areas
of Application, Limitations of OR.
b) Linear Programming Problems: Introduction and Formulation
 Introduction to Linear Programming
 Applications of LP
 Components of LP
 Requirements for Formulation of LP Problem
 Assumptions Underlying Linear Programming
 Steps in Solving LP Problems
 LPP Formulation (Decision Variables, Objective Function, Constraints, Non
Negativity Constraints)
c) Linear Programming Problems: Graphical Method
 Maximization & Minimization Type Problems. (Max. Z & Min. Z)
 Two Decision Variables and Maximum Three Constraints Problem
 Constraints can be “less than or equal to”, “greater than or equal to” or a
combination of both the types i.e. mixed constraints.
 Concepts: Feasible Region of Solution, Unbounded Solution, Redundant
Constraint, Infeasible Solution, Alternative Optima.
d) Linear Programming Problems: Simplex Method
 Only Maximization Type Problems. (Only Max. Z). No Minimization problems.
(No Min. Z) Numericals on Degeneracy in Maximization Simplex Problems.
 Two or Three Decision Variables and Maximum Three Constraints Problem. (Up
to Maximum Two Iterations)
 All Constraints to be “less than or equal to” Constraints. (“Greater than or
Equal to” Constraints not included.)
 Concepts : Slack Variables, Surplus Variables, Artificial Variables, Duality,
Product Mix and Profit, Feasible and Infeasible Solution, Unique or Alternate
Optimal Solution, Degeneracy, Non Degenerate, Shadow Prices of Resources,
Scarce and Abundant Resources, Utilized and Unutilized Capacity of Resources,
Percentage Utilization of Resources, Decision for Introduction of a New
Product.

2 Assignment and Transportation Models
a) Assignment Problem – Hungarian Method
 Maximization & Minimization Type Problems.
 Balanced and Unbalanced Problems.
 Prohibited Assignment Problems, Unique or Multiple Optimal Solutions.
 Simple Formulation of Assignment Problems.
 Maximum 5 x 5 Matrix. Up to Maximum Two Iterations after Row and Column
Minimization.
Note:
1. Travelling Salesman Assignment Problem is not included.
b) Transportation Problems
 Maximization & Minimization Type Problems.
 Balanced and Unbalanced problems.
 Prohibited Transportation Problems, Unique or Multiple Optimal Solutions.
 Simple Formulation of Transportation Problems.
 Initial Feasible Solution (IFS) by:
a. North West Corner Rule (NWCR)
b. Least Cost Method (LCM)
c. Vogel’s Approximation Method (VAM)
 Maximum 5 x 5 Transportation Matrix.
 Finding Optimal Solution by Modified Distribution (MODI) Method. (u, v and ∆)
 Maximum Two Iterations (i.e. Maximum Two Loops) after IFS.

3 Network Analysis
a) Critical Path Method (CPM)
 Concepts: Activity, Event, Network Diagram, Merge Event, Burst Event,
Concurrent and Burst Activity,
 Construction of a Network Diagram. Node Relationship and Precedence
Relationship.
 Principles of Constructing Network Diagram.
 Use of Dummy Activity
 Numerical Consisting of Maximum Ten ( 10) Activities.
 Critical Path, Sub-critical Path, Critical and Non-critical Activities, Project
Completion Time.
 Forward Pass and Backward Pass Methods.
 Calculation of EST, EFT, LST, LFT, Head Event Slack, Tail Event Slack, Total Float,
Free Float, Independent Float and Interfering Float
b) Project Crashing
 Meaning of Project Crashing.
 Concepts: Normal Time, Normal Cost, Crash Time, Crash Cost of Activities.
Cost Slope of an Activity.
 Costs involved in Project Crashing: Numericals with Direct, Indirect, Penalty,
crash cost and Total Costs.
 Time – Cost Trade off in Project Crashing.
 Optimal (Minimum) Project Cost and Optimal Project Completion Time.
 Process of Project Crashing.
 Numerical Consisting of Maximum Ten (10) Activities.
 Numerical based on Maximum Four (04) Iterations of Crashing
c) Program Evaluation and Review Technique (PERT)
 Three Time Estimates of PERT: Optimistic Time (a), Most Likely Time (m) and
Pessimistic Time (b).
 Expected Time (te) of an Activity Using Three Time Estimates.
 Difference between CPM and PERT.
 Numerical Consisting of Maximum Ten (10) Activities.
 Construction of PERT Network using tevalues of all Activities.
 Mean (Expected) Project Completion Time.
 Standard Deviation and Variance of Activities.
 Project Variance and Project Standard Deviation.
 ‘Prob. Z’ Formula.
 Standard Normal Probability Table. Calculation of Probability from the
Probability Table using ‘Z’ Value and Simple Questions related to PERT
Technique.
 Meaning, Objectives, Importance, Scope, RORO/LASH

4 Job Sequencing and Theory of Games
a) Job Sequencing Problem
 Processing Maximum 9 Jobs through Two Machines only.
 Processing Maximum 6 Jobs through Three Machines only.
 Calculations of Idle Time, Elapsed Time etc.
b) Theory of Games
 Introduction
 Terminology of Game Theory: Players, Strategies, Play, Payoff, Payoff matrix,
Maximin, Maximax, Saddle Point.
 Types of Games.
 Numericals based on:
 Two Person Zero Sum Games including strictly determinable and Fair Game
- Pure Strategy Games (Saddle Point available). Principles of Dominance
method.