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Course Title: : Fashion Marketing Strategies Course Level: PG Credit Units: L Course Code: 2 T 1 P/S SW/F W - - TOTAL CREDIT UNITS 3 Course Objectives: The students get an opportunity to learn the components and construction of a strategic marketing plan, and they will gain considerable experience in the analysis of complex marketing decisions. Pre-requisites: The students should have understanding of the basic principles and concepts of marketing. Course Contents/Syllabus: Module I Strategy Formulation Descriptors/Topics Strategy Formulation – Vision, Mission, Objectives and Goals of business and their relationship with Strategic Marketing Management. Considerations for formulation of marketing strategies for all components of Product, Price Promotion and Distribution Module II Strategic Marketing Management Descriptors/Topics Strategic Marketing Management – Objectives & concept of Strategic Marketing Management-Strategy Definition. Nature of Industrial Marketing: Industrial Marketing Vs. Consumer Marketing Relational approach to Industrial Marketing. Module III Strategy Implementation Descriptors/Topics BCG Matrix, GE 9 Cell Model as basic foundation of Strategic Marketing, McKinsey’s 7s framework for analyzing and improving organizational effectiveness. Marketing Strategy Implementation – Integration of Marketing Strategies and their application to different business sectors – FMCG, Industrial, & Services. Weightage (%) 15 20 20 Module IV Constraints in marketing strategy implementation Descriptors/Topics Constraints in marketing strategy implementation. Fashion Product Life Cycle –Industrial Product Mix determinants viz. technology – competition – operating capacity – shift in location of customers – government controls – changes in level of business activity.Channel Structure for Industrial Products – Geographical, size, operating characteristics – manufacturers’ and sales agents – Brokers - Channel Logistics Module V Pricing Descriptors/Topics Pricing for Fashion Products – Pricing Objectives - Price Decision Analysis – Breakeven analysis – net pricing – discount pricing – trade discounts – geographic pricing – factory pricing – freight allowance pricing – Terms of Sale – Outright purchase – Hire-purchase – Leasing. Purchasing systems – Auctions-Documentation – bids – order placement – follow up – receipt and inspection. 20 Module VI Promotion Descriptors/Topics Promotion – Stimulating primary demand – Sales appeal – Publicity & sponsorships – Trade shows – exhibits – Catalogs – Samples – promotional letters. Marketing Strategy Case Studies 10 15 Student Learning Outcomes: Appreciate the importance of mission and vision statements, Ability to use basic models of strategy formulation in understanding the strategies formulated by various companies and their relative positioning.. Analyse the various pricing strategies used by the company Determine the models of growth and expansion used in the industry. Pedagogy for Course Delivery: The class will be taught using theory and Lectures. Secondary research based projects and market surveys would be used to provide industry specific inputs. Case studies would be an important part of the teaching for building an understanding of the strategies used by various companies. Lab/ Practicals details, if applicable:NA List of Experiments: Assessment/ Examination Scheme: Theory L/T (%) Lab/Practical/Studio (%) End Term Examination 100% Theory Assessment (L&T): Theory Continuous Assessment/Internal Assessment End Term Examination Components (Drop down) CT P A - Weightage (%) 15 10 5 70 Lab/ Practical/ Studio Assessment: Continuous Assessment/Internal Assessment Components (Drop down Weightage (%) Text & Reading: Porter Michael: Competitive Advantage Porter Michael: Competitive Strategies Hill, Alexander, Cross, Industrial Marketing Reeder, Brierty, Reeder, Industrial Marketing – Analysis, Planning and Control Kotler Phillip , Marketing Management: Analysis, Planning & Control Kazmi,Azar Business Policy & Strategic Management Nigel F. Piercy, Strategic Marketing David W. Cravens TMH Ed. - Boyd Walker, Mullins Larrech, Marketing Strategy, Additional Reading Any other Study Material: Slides Compiled Notes from internet End Term Examination