ELMK401: Internet Marketing
Module I
A framework for internet marketing
Commercial beginnings of the Web – Internet Business models – marketing in a connected world –
Internet as a marketing platform: opportunities and challenges – critical success factors for internet
marketing – benefits of and barriers to Internet marketing – market opportunity analysis in the new
economy – delivering customer value
Module II
Strategic Internet marketing
Planning the internet strategy – Stages of Internet marketing – Segmenting the internet market, Niche
marketing strategies, On-line positioning and competitive analysis – Internet marketing scenarios –
pure-play, bricks-and-clicks, bricks-and-mortar
Module III
Internet market intelligence and user-behaviour
Internet demographics: On-line user behaviour and characteristics – navigation behaviour (click-o-
graphics) – Market research on the internet, Web tracking audits and demand forecasting Trends in
internet marketing – acquiring customers on the web – contextual marketing.
Module IV
Internet marketing mix
Product development: influence of interactivity and individualization – new product development
process – Brand building on the web – Designing on – line services – Customer interface design
issues
Pricing on the internet – the economics of pricing, pricing process, dynamic pricing and pricing
strategies
Internet as a distribution channel – disintermediation – the role of Internet intermediaries – Designing
channel systems – Managing distribution channels: Creating and Managing Online Partnerships:
Affiliate marketing Online advertising; models and types, On-line promotion: direct marketing, viral
marketing, developing campaigns, eCRM
Module V
Special Issues in Internet marketing
The design of the customer experience (Web design issues relevant to marketing) – managing e
Service encounters
Internet communities and marketing: the creation and transfer of value within communities
Legal, security and ethical issues in internet marketing
ELMK402: Customer Relationship Management
Module I: Introduction to CRM: The CRM Promise
Philosophy of CRM; Why CRM is critical to company’s survival and growth. Rationale and
Benefits of CRM; Types of CRM; Emerging issues and future trends of CRM.
Module II: Creating Customer Value through CRM
Customer Satisfaction: Pre-requisite to customer Relationship; Customer Value; Value Chain
Analysis; Customer Life time Value: Concept and Measurement ; Measuring Equity in
Customer Relationships; Role Of Service Quality In Creating Customer Value; Service And
Relationship Quality.
Module III: Relationship Marketing
Domain, Evolution and Growth of R.M.; Conceptual and theoretical foundations of R.M.;
Process ,Programs and strategies for RM; Extending the concept of Relationship to achieve
competitive advantage.
Module IV: Managing Customer Relationships
Managing Service Recovery and Complaint Handling; Customer Retention Strategy
Module V: Technology in CRM
Role of Technology in CRM; How Technology is helping in maintaining customer relationships;
Three W’s of Technology; Role of Data Mining and Data Warehousing in CRM; What Is the
Impact of Internet and E-Commerce Revolution on CRM- E-CRM?
Module VI: Organizing For CRM
Developing a CRM Roadmap; Eighth building blocks of CRM; Perils of CRM-CRM Roadblocks
Module VII: Applications of CRM
CRM in Services (Hospitality, Information Technology, Health-Care, Retail etc.); CRM in
Financial Services.
CRM in B 2 B Commerce. CRM in Pharmaceuticals.
ELMK403: Advertising & Brand Management
Module I
The Ad Business, the Agency, Role of Research, Positioning, Campaign Development,
Campaign Implementation.
Module II
Creating the Ad, Presentation, Media, Media Planning, Production Print, Production – other
Media.
Module III
Event Marketing – Surrogate Advertising etc. Sales Promotion – New Direction in Marketing,
New Product Launches, Concept Promotion Vs Existing Category Advertising.
Module IV
Evolving a Brand
Concept of branding, the challenges faced by brand managers, the value of a brand to customers
and the organization, Selection Criteria for Name, Symbol and Slogan, Creation of brand
personality and the approaches to develop brand personality scale, brand image sources, identity
and positioning, identity dimensions, core identity and extended identity of brands.
Module V
Brand Re-vitalization
Brand & Line Extensions, Marketing Mix for Brand Extensions, Co – Branding. Upward and
Downward stretching of brands.
Module VI
Managing the Brand Systems
The complexities of managing brand systems, including brand roles, brand hierarchy & branding
benefits. Brand Equity, Brand Awareness, Brand Loyalty, Brand Associations, Brand Promise,
Brand Recognition, Recall and Brand Equity. Brand Examination based on cost based and
customer based Examination methods.
ELMK404: Rural Marketing
Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing
concept of marketing, profiles of urban/ customers and differences in their characteristics.
Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels
of distribution and trade management.
Module III
Transportation and communication, advertising and sales promotion strategies for rural
marketing and characteristics of pricing in rural markets for different products and factors
influencing.
Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product
launch techniques for rural markets.
Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.
Module VI
Rural Market research and market information system and a glimpse of the future of rural
marketing.
