Author: Prerna Sharma

               Parveen Nagpal

SEVENTH REVISED EDITION

Author: Prerna Sharma

               Parveen Nagpal

               Sunita Saini

SIXTH REVISED EDITION 2024

Author: Prerna Sharma

               Parveen Nagpal

               Mitali Shelankar

THIRD REVISED EDITION 2023

Author: Prerna Sharma

               Parveen Nagpal

               Mitali Shelankar

SIXTH REVISED EDITION 2024

·       Strategic decisions: Nature of strategy, the marketing strategy interface, difference between marketing planning and strategic planning

·       Identifying the market: The five C framework-customer, company, collaborator, competitor, context

·        The 7 tactics of Marketing mix: Product, service, brand, price, incentives, communication and distribution

·       Business Model and Strategic Marketing Planning: Meaning, Role of Business models in marketing management, Strategies for developing a business models: top-down business model generation, bottom up business model generation, The G-STIC frame work for marketing planning: Goal-Strategy-Tactics-Implementation-control 2 Segmenting, Targeting, Positioning and Creation of Value in the context of Strategic Marketing:   ·       Segmentation: Essence of segmentation, Factors to be considered while segmenting, key segmenting principles- relevance, similarity, exclusivity

·       Identifying Target Customers: Factors to be considered while targeting, targeting strategies-One for all strategy, one for each strategy, Strategic Targeting criteria: target attractiveness, target compatibility

·       Essential strategic assets for target compatibility: business infrastructure, collaborator networks, human capital, intellectual property, strong brands, established customer base, synergistic offerings, access to scarce resources and capital.

·       Creating Customer Value through Positioning: Role of strategic positioning, strategic positioning options: The quality option, value option, the pioneer, a narrow product focus, target segment focus; strategies for creating superior customer value.

·       Creating Company Value: Understanding Company Value: Monetary, functional and psychological value; strategically managing profits–increasing sales revenue-through volume, optimizing price, lowering costs

·       Creating Collaborator Value: Meaning of collaborators, collaboration as business process, advantages and drawbacks of collaboration, levels of strategic collaboration: explicit, implicit; alternatives to collaboration: horizontal and vertical integration, managing collaborator relations; gaining collaborator power: offering differentiation; collaborator size, strategic importance, switching costs 3 Strategic Decisions in Product, Services and Branding:   ·       Managing Product and Services: factors affecting product and service decisions- performance, consistency, reliability, durability, compatibility, ease of use, technological design, degree of customization, physical aspects, style, packaging.

·       Managing New Products: Forecasting new product demand using Primary Data and secondary data: offering specific forecasting, forecasting by analogy, category based forecasting.

·       New product adoption: Understanding new product adoption, factors influencing diffusion of new offering, new product development process, managing risk in new products- market risk and technological risk, Moore’s Model of adoption of new technologies, managing product life cycle at various stages, extending Product lifecycle.

·       Managing Product Lines: Managing vertical, upscale, downscale, horizontal product-Line Extensions, Managing Product Line Cannibalization, Managing Product lines to gain and defend market position-The Fighting Brand Strategy, The sandwich strategy, The Good-better-best strategy

·       Brand Tactics: Brand: Meaning, brand identity, brand as value creation process brand hierarchy-Individual and umbrella branding, brand extension: vertical and horizontal, brand equity and brand power, measuring brand equity-cost based approach, market based approach and financial based approach. 4 Strategic Decisions in Pricing, Promotion and Distribution and Strategic Growth Management:   ·       Managing Price: Major approaches to strategic pricing-cost based pricing, competitive pricing, demand pricing; Price sensitivity: meaning, psychological pricing, Five psychological pricing effects: reference price effects, price quantity effects, price tier effects, price ending effects, product line effects; Understanding competitive pricing and price wars: factors affecting price wars, Approach for developing a strategic response to competitors price cut, Other pricing strategies-captive pricing, cross price elasticity, deceptive pricing, everyday low pricing, experience curve pricing, loss leader pricing, horizontal price fixing, price signalling.

·       Managing Promotions and incentives: Promotion mix strategy, Factors affecting strategic decisions in promotion mix, Promotion expenditure strategy, Methods to determine promotion expenditure-Breakdown Method, Buildup Method, Push and Pull promotions.

Managing incentives as a value creation process, Goals of using customer incentives, Monetary incentives for customers, Non monetary incentives for customers.

Collaborator incentives meaning, monetary incentives-slotting allowance, stocking allowance, cooperative advertising allowance, market development allowance, display allowance, spiffs

·       Managing distribution: Distribution as value creation process, distribution channel design process- Channel structure: Direct, indirect and hybrid channel; channel coordination- common ownership, contractual relationship, implicit channel coordination; channel type, channel coverage, channel exclusivity

·       Strategic Growth Management: Gaining market position: strategies to gain market position: steal share strategy, market growth strategy, market innovation strategy; Pioneering new markets: Meaning, Types of Pioneers: technology, product, business model, markets; benefits and drawbacks of being a Pioneer.

·       Defending market position: Strategies to defend market position- ignoring competitors’ action, repositioning the existing offer- repositioning to increase value for current customers, repositioning to attract new customers.   ]]> https://zedex.co.in/vipulp/product/finance-for-hr-professionals-and-compensation-management/ Tue, 17 Jun 2025 14:54:31 +0000 https://zedex.co.in/vipulp/?post_type=product&p=15689 TYBMS -- SEMESTER - V

Author: Prerna Sharma

               Parveen Nagpal

               Himanshu Lapashia

SEVENTH REVISED EDITION

(1)     Introduction:    

• Introduction To Wealth Management: Meaning of WM, Scope of WM, Components of WM, Process of WM, WM Needs and Expectation of Clients, Code of Ethics for Wealth Manager.
• Personal Financial Statement Analysis: Financial Literacy, Financial Goals and Planning, Cash Flow Analysis, Building Financial Plans, Life Cycle Management.
• Economic Environment Analysis: Interest Rate, Yield Curves, Real Return, Key Indicators-Leading, Lagging, Concurrent.

(2)     Insurance Planning and Investment Planning:

• Insurance Planning: Meaning, Basic Principles of Insurance, Functions and Characteristics of Insurance, Rights and Responsibilities of Insurer and Insured, Types of life Insurance Policies, Types of General Insurance Policies, Health Insurance – Mediclaim – Calculation of Human Life Value – Belth Method/CPT.
• Investment Planning: Types of Investment Risk, Risk Profiling of Investors and Asset Allocation (Life Cycle Model), Asset Allocation Strategies (Strategic, Tactical, Life-Cycle based), Goal-based Financial Planning, Active and Passive Investment Strategies.

(3)     Financial Mathematics / Tax and Estate Planning:    

• Financial Mathematics: Calculation of Returns (CAGR, Post-tax Returns etc.), Total Assets, Net Worth Calculations, Financial Ratios.
• Tax and Estate Planning: Tax Planning Concepts, Assessment Year, Financial Year, Income Tax Slabs, TDS, Advance Tax, LTCG, STCG, Carry Forward and Set-off, Estate Planning Concepts – Types of Will – Requirements of a Valid Will– Trust – Deductions – Exemptions.

(4)     Retirement Planning / Income Streams and Tax Savings Schemes:

• Retirement Planning: Understanding of different Salary Components, Introduction to Retirement Planning, Purpose and Need, Life Cycle Planning, Financial Objectives in Retirement Planning, Wealth Creation (Factors and Principles), Retirement (Evaluation and Planning), Pre and Post-Retirement Strategies – Tax Treatment.
• Income Streams and Tax Savings Schemes: Pension Schemes, Annuities- Types of Annuities, Various Income Tax Savings Schemes.

(1)     Introduction to Commodities and Derivatives Market:     

• Introduction to Commodities Market: Meaning, History and Origin, Types of Commodities Traded, Structure of Commodities Market in India, Participants in Commodities Market, Trading in Commodities in India (Cash and Derivative Segment), Commodity Exchanges in India and Abroad, Reasons for Investing in Commodities.
• Introduction to Derivatives Market: Meaning, History and Origin, Elements of a Derivative Contract, Factors Driving Growth of Derivatives Market, Types of Derivatives, Types of Underlying Assets, Participants in Derivatives Market, Advantages and Disadvantages of Trading in Derivatives Market, Current Volumes of Derivative Trade in India, Difference between Forwards and Futures.

(2)     Futures and Hedging:   

• Futures: Futures Contract Specification, Terminologies, Concept of Convergence, Relationship between Futures Price and Expected Spot Price, Basis and Basis Risk, Pricing of Futures Contract, Cost of Carry Model.
• Hedging: Speculation and Arbitrage using Futures, Long Hedge – Short Hedge, Cash and Carry Arbitrage, Reverse Cash and Carry Arbitrage, Payoff Charts and Diagrams for Futures Contract, Perfect and Imperfect Hedge.

(3)     Options and Option Pricing Models: 

• Options: Options Contract Specifications, Terminologies, Call Option, Put Option, Difference between Futures and Options, Trading of Options, Valuation of Options Contract, Factors affecting Option Premium, Payoff Charts and Diagrams for Options Contract, Basic Understanding of Option Strategies.
• Options Pricing Models: Binomial Option Pricing Model, Black – Scholes Option Pricing Model.

(4)     Trading, Clearing and Settlement In Derivatives Market and Types of Risk:

• Trading, Clearing and Settlement In Derivatives Market: Meaning and Concept, SEBI Guidelines, Trading Mechanism – Types of Orders, Clearing Mechanism – NSCCL – its Objectives and Functions, Settlement Mechanism – Types of Settlement.
• Types of Risk: Value at Risk, Methods of Calculating VaR, Risk Management Measures, Types of Margins, SPAN Margin.