UNIVERSITY OF PUNE FACULTY OF MANAGEMENT Revised Syllabus for the Masters Degree Course in Marketing Management (M.M.M.) M.M. M.

Part I From Academic Year 2008-2009 M. M. M. Part II From Academic Year 2009-2010

(1) Introduction 1. The name of the programme shall be Masters Degree Course in Marketing Management (M.M.M.) 2. The knowledge and skills required to plan, and manage marketing function, which has emerged as a special discipline is highly valued in all industry sectors including business, tourism and other services. The basic objective of the Masters Programme in Marketing Management (M.M.M.) is to provide to the country a steady stream of competent young men and women with the necessary knowledge, skills and foundations for acquiring a wide range of rewarding career into the rapidly expanding world of Marketing. 3. The Job Opportunities are: (a) Many graduates begin their career as junior executives and, after some experience, are promoted to senior levels. Others seek entrepreneurial roles in the Marketing world as independent consultants or professionals. Career opportunities exist in such areas as management, sales, technical writing, training, consulting, etc. (b) Application areas include National and International Marketing, Advertising, Market Research, Export and Import ,Training and Development. 4. Specific courses to be offered have been framed according to the needs of the marketing in the region in which the educational institution is located. 5. The M.M.M. program is a mix of marketing related and general business courses, which include the functional areas of Marketing Management like Industrial Marketing, Marketing Research, and Consumer Behaviour etc. The students are exposed to marketing development in the environment with special emphasis on management for small and medium enterprises. 6. The M.M.M. program will be a full time two years master’s degree course of Marketing Management. 7. The new curriculum would focus on imparting skills in addition to the knowledge to the students. 8. Ordinarily in each class, not more than 60 students will be admitted.

2 (II) Eligibility for Admission Graduates of any faculty from any statutory University shall be eligible for admission to the M.M.M. course. (III) Number of Lectures and Practicals: Lectures and Practicals should be conducted as per the scheme of lectures and practicals. Practical Training and Project Work: At the end of the second semester of study, a student will be examined in the “Project Work”. (a) Project work may be done individually or in groups in case of bigger projects. However, if project is done in groups, each student must be given a responsibility for a distinct topic and care should be taken to see that progress of individual topic is independent of others. (b) Students should take guidance from an internal guide and prepare a Project report on “Project Work” in 2 copies to be submitted to the Director of the Institute by 30th September of the academic year. Every student should also submit at least 3 typed copies of their project synopsis to the Institute. (c) The project should be of maximum 8,000 words. The annexure graphs, tables etc. shall not be considered for calculation of words. (d) The Project Synopsis should contain an Introduction to the project, which should clearly explain the project scope and reason for selecting the subject/ topic in detail. Also, objectives, methodology should be enclosed. (e) The Project Work should be of such a nature that it could prove useful or relevant from the marketing management angle. (f) The Project Work will be duly assessed by the internal guide of the subject and marks will be communicated by the Director to the University after receiving the seat numbers from the University along with the marks of the internal credit for theory and practical to be communicated for all other courses. (g) The project work will carry 100 marks, out of which 30 marks will be for internal assessment and 70 marks for external viva. The external viva shall be conducted by minimum two external examiners. (h) Project Work can be carried out in the Institute or outside with prior permission of the Institute


(V) Assessment: 1. The final total assessment of the candidates is made in terms of an Internal assessment and an external assessment for each course. a. For each paper, 30% marks will be based on internal assessment and 70% marks for semester end examination (external assessment), unless otherwise stated. b. The division of the 30% marks allotted to internal assessment of theory papers is on the basis of tutorial work and written test of 15 marks, seminars and presentations 10 marks and attendance 5 marks. c. The internal marks will be communicated to the University at the end of each semester, but before end of the semester examinations. These marks will be considered for the declaration of the results. (VI) Examination: Examinations shall be conducted at the end of each semester i.e. during December and in May.


(VII) Standard of Passing: (a) Every candidate must secure 40% marks in both internal as well as external examinations in each head of passing. (b) Reassessment of internal marks. In case of those students who have secured less than passing percentage of marks in internal i.e. less than 40%, the institute will administer a separate internal test, the result of which may be conveyed to the University as the revised Internal Marks. In case the result of the internal test as above, results in lower marks than the original figure of the marks will prevail. In short, the rule is higher of the two figures of the marks. However, the institute will not administer any internal test, for any subject for those candidates who have already scored 40% or more marks in the internal examination. (VIII) Backlog: Candidate can keep terms for any semester of M.M.M. irrespective of the number of subjects in which he / she has failed in the previous M.M.M. semester examinations. (IX) Class There shall be numerical marking for each question. At the time of declaration of the result, the marks obtained by the candidate are converted into classes as shown below: The class will be awarded on the basis of aggregate marks scored by the student (i.e. out of 2800), provided he/she has passed in both the internal and external examinations of all the subjects in M.M.M. Part I and Part II. CLASS = TOTAL MARKS First Class with Distinction First Class Higher Second Class Second Class Pass Class Fail

1960 and above 1680 to 1959 1540 to 1679 1400 to 1539 1120 to 1399 1398 and below

(XI) Medium of Instruction: The medium of Instruction will be English. (XII) Revision of Syllabus: As the Marketing field undergoes changes very fast, revision of the syllabus should be considered every 3 years. (XIII) Teaching and Practical Scheme: Minimum number of sessions for subjects of external evaluation per semester 40 hrs. Minimum number of sessions for subjects of internal assessment per semester 20 hrs. (Each session will be of 90 minutes or 1 ½ hrs.) COURSE STRUCTURE

4 Unit Course No. 101 102 103 104 105 106 107 108 201 202 203 204 205 206 207 208 301 302 303 304 305 306 307 308 401 402 403 404 405 406 407 408 Unit Course Name External / Internal Total Marks Semester – I Principles & Practices of Management Principles of Marketing Fundamentals of Management Accounting Managerial Economics Research Methodology Consumer Behaviour Business Communication Fundamentals of Information Technology Semester – II Services Marketing Retail Marketing Sales Management & Personal Selling Distribution Management & Logistics Market Research Relationship Marketing Indian Economic Environment Field Work + SPSS Semester – III International Marketing Laws related to Marketing Financial Services Marketing Marketing Communication Retail Operations Management Project Work Foreign Language Virtual Marketing Semester – IV Brand Management Strategic Marketing Export Documentation & Forex Management Direct Marketing Industrial Marketing Rural & Agricultural Marketing Entrepreneurship Development & Project Management Foreign Language 70/30 70/30 70/30 70/30 70/30 70/30 50(I) 50(I) 70/30 70/30 70/30 70/30 70/30 70/30 50(I) 50(I) 70/30 70/30 70/30 70/30 70/30 70/30 50(I) 50(I) 70/30 70/30 70/30 70/30 70/30 70/30 50(I) 50(I) Total Marks 100 100 100 100 100 100 50 50 100 100 100 100 100 100 50 50 100 100 100 100 100 100 50 50 100 100 100 100 100 100 50 50 2800 Note: “I” denotes Fully Internal Assessment .

self esteem. Organizing. • Contribution of Taylor. • Motivation and needs. Development of Management thought from antiquity to industrial revolution. 6. Controlling. QCs. • Influence of the group on individual and group decision making. • Dynamics of Group Behaviour. Tasks. • Contribution of Maslow. Team Building & Group Dynamics. Psychological Dimensions of Organizational Behaviour. Harold koontz . Organizational Behaviour . Development of management thought from industrial revolution/scientific management movement to electronic era and knowledge society of the 21st Century.S. Alderfer. • Mcgregor’s Theories X & Y. • Knowledge workers.Robins SP 9. 2.Keith Davis 8. The role of individual behaviour in organizations. Essentials of Management (Prentice Hall of India) . Dwivedi 11. Weber. TQM. Fayol.5 (101) PRINCIPLES AND PRACTICES OF MANAGEMENT 1. Herzberg.Peter F Drucker 4. Management (Prentice Hall of India) . Bernard and Elton Mayo. • Hawthorne Experiments. Foundations of Individual Behaviour. • Planning. • Communication and perceptions • Shaping of personality. self efficiency. Management-global perspective -Heinz Weirich. Massie 3. Staffing. Human Behaviour at Work (Tata McGraw Hill-7th Ed).Fred Luthans 7.Staw BM 10. • Corporate Social Responsibility. 4. Responsibility & Practice . Reference Books 1. Management.R.Peter F Drucker 5. 5.Koontz & O’Donnel 2. Leadership.Stoner. Coordinating. • Emergence of scientific management. • Japanese styles of management. Human Relations & Organizational Behaviour . Organizational Behaviour (McGraw Hill – 10th Ed) . • Linkages between Scientific Management & Human Relations Movement. 3. Principles of Management (McGraw Hill) . Overview of the process and components of management. • Concept of Top Management. Directing. • The self concept. Porter and Lawler theories of motivation. Classification of motives. • Working teams and team effectiveness.Joseph I. James AF 6. • Leadership Traits. The Practice of Management (Allied Publishers) .

Marketing Management Text And Cases in Indian Context-Dr.Ramaswamy ( 102 ) PRINCIPLES OF MARKETING 1. Marketing Special Indian Edition.Namakumari 4. Market Evaluation and Controls – Types. Marketing Mix – Four P’s – Its significance in the competitive environment – Product and Product Line – Product Mix – Product Life Cycle – Managing the product in Product Life Cycle 6.Stanton. Michael Levy 2.N.Philip Kotler .A. Marketing Management .Karunakaran 9. Marketing Environment– The changing marketing environment – Analyzing needs and trends in Macro Environment and Micro Environment 3. Marketing .Lilien & Kotler & Moorthy 7.. New Product Decision Process – Types of new products – Test Marketing of a new product. Case Studies in Marketing – Indian context .S. Direct Marketing and Online Marketing as promotion tools 7. Marketing Concepts – Approaches to Marketing –Core concepts of marketing Marketing Process – Functions of Marketing 2.A.Bovee and John Thill 6.Heinz Weihrich 7th Edition 14. Personal Selling. Principles of Management 3rd Edition P. Marketing Models . Sherlekar13th Edition 11. Product Management S. obstacles to marketing control – Marketing Audit – Marketing Ethics Books Recommended 1.Walker(Tata ) 3. Packaging – Purpose.P.K.Chunawala 12. Pricing –importance – methods – objectives –factors 8.Tripathi.Philip Kotler and Gary Armstrong 5.Dhruv Grewal.Ramaswamy and S. Types and New Trends in packaging 5.C. Marketing Management .6 12.Michael Etzel. Marketing Management Text and Cases-Biplab Bose 10. Marketing . Principles of Marketing 9th Edition . processes. Advertising. Essentials of Management-Harold Koontz. Market Segmentation – Bases for market segmentation of consumer goods.Srinivas 8. Principles of Management-T.V.R. Physical Distribution – Importance and role of distribution in marketing – Introduction to the various channels of distribution –Promotion Tools – Sales Promotion. industrial goods and services – Market Targeting and positioning strategies 4. Marketing Management -S.Reddy 13.

Mahesh Kulkarni 5. . Cost Unit– Preparation of Cost Sheet ( 8) 2. Types of elasticity. Expense. Introduction to Management Accounting – Horngreen and Sundlem 2.7 (103)FUNDAMENTALS OF MANAGEMENT ACCOUNTING 1. (8) . Cost.Bhar (104) MANAGERIAL ECONOMICS 1.Jawaharlal 9. storing. Applications of Marginal Costing in decision making – Key Factor considerations b. issuing including pricing of issues ( LIFO. Cost Accounting . FIFO. Managerial Economics and Microeconomics and Macroeconomics. Significance and uses of the elasticity. Apportionment and Absorption – Under Absorption and Over Absorption of Overheads (6) 4. Principles of Management Accounting – Manmohan & Goyal 3. Theory & Problems in Management & Cost Accounting . Demand function.K. Managerial Economics and decision making. Labour Cost and Sales Variance Books Recommended 1. Nature and Scope of Managerial Economics.Budgetary Control – Functional Budgets – Flexible Budgets Standard Costing – Materials Cost.Khan & Jain 8.Inamdar 4.Khan & Jain 7. Average method) -ABC Analysis –JIT (10) 3. Marginal Costing – Break Even Analysis. Cost and Management Accounting – S. Methods of demand estimation. Elasticity of supply. Overheads – Identifying the overheads with the cost center – Allocation. (10) 3. Cost Centre. Elementary study of the Managerial Decision Making Techniques – a. Cost Accounting . Meaning and significance of forecasting. Elasticity of demand. Definition.Khan & Jain 6. Significance and uses of the concept of elasticity. Measurement of elasticity. Methods of demand forecasting. Forecasting of an established product. Forecasting of a new product.M. Measurement of elasticity. Cost Accounting – Relationship with Financial Accounting -Cost Concept & Classification -Basic Terms: Revenue. Market Demand. Law of supply. Meaning and determinants of demand. Cost accounting -B. Materials Cost – Materials purchasing. Law of Demand. Management Accounting 3rd Ed. Production Function. (8) 2. receiving. Demand forecasting. Management Accounting – Dr. Law of Variable Proportions.

Paul and Gupta.Penetration Pricing. students are also supposed to attend about 15 tutorial sessions of 45 minutes each for assignments. (8) 5. Economies of scale. Accounting Costs and economic costs. Baumol's Sales Maximization Model. New Delhi. Hague. A study of Managerial Economics – D. L. Managerial Economics . Costs of production. Managerial Economics . Sultan Chand and Sons. 7. Salvatore.D. In addition to lectures. 2.Varshney and Maheshwari. Williamson's Theory of Managerial Discretion. Monopoly. New Delhi. Price Skimming. Sultan Chand and Sons. New Delhi.Price Leadership. New Delhi.Peterson and Lewis. T M H. Price Controls. Managerial Economics — D. T M H. Cost estimation. 3. 10.) Recommended Books : 1.(6) 8. Longmans. Managerial Economics – Reckie and Crooke 13. New Delhi 5. 4th Ed. New Delhi.Behavioural Theories of the Firm. Profit Forecasting. Gupta . Mehta.8 4. 6. 8. Short run and Long Run costs. S Chand & Co. (4) (Figures to the right indicate the number of lectures of 45 minutes each for the topic concerned. Marginal cost pricing. Alternative Theories of the Firm : Traditional Theory of Profit Maximization. Monopolistic competition. Managerial Economics .Mote.Gopalkrishna 11.Hauge 12. (8) 6. Price discrimination. oligopoly. USA. System of Dual Price. Cartels. Prentice Hall. discussions. – Craig Peterson . Managerial Economics . (4) 9. Measurement of Monopoly Power. Pricing under various markets including : Perfect Competition. presentations. 4. 9. etc. P. Methods of cost estimation and cost forecasting. Pricing strategies and Methods-Cost plus pricing. Problems and Cases. cyclical pricing. Models of Growth Maximization.Transfer pricing.Joel Dean.Analysis.G. Managerial Economics. C. S. Need for Government Intervention in Markets. Profit Policy: Break Even Analysis. Managerial Economics . Managerial Economics .(4) 7.H L Ahuja. Managerial Economics . Support Price. Managerial Economics – D. Cost reduction and cost control. New Delhi. Managerial Economics . Prentice Hall. Preventions and Control of Monopolies.C. Private costs and Social Costs. McGraw Hill.

3. Process of formulating research problem • Defining problem • Hypothesis formation • Sources • Qualities of workable hypothesis • Importance of Hypothesis 5. Measurement in research – Possible sources of error in measurement. classification. Sources of data – Primary data .Meaning& role. advantages & limitations. 7. and steps involved.sources of secondary data. functional areas of management. types. coding. Difficulties in experimental method. 12. essentials of a good questionnaire.Types. and disadvantages . questionnaire – advantages & limitations. layout of questionnaire. Observation – meaning & characteristics. 10. parts & types of the table . Research Design • Criteria of a good research design • Types of research design 6. Schedule & questionnaire Meaning Types of schedule Evaluation of schedule. Scaling – Techniques used in social research – classification of scaling. Sampling Design Different types of sampling designed used for social research. Graphics & diagrammatic .scale contraction techniques 9. 8. types of interviews. Advantages and Disadvantages 14. objectives. Tests of sound measurement.9 (105) RESEARCH METHODOLOGY 1. Motivation . 4. Scientific method – steps involved in a process of research. the process of interviews advantages & disadvantages of interviews. Interview – meaning & role. Editing. 13. Importance & types of research 2. Objectives . characteristic. advantages & disadvantages 11.Interview .advantages & disadvantages-sources of primary data Secondary data – advantages & disadvantages. construction of questionnaire. The process. Experimental method – Definition. Sampling – Meaning . Social research – Native scope importance & limitations . Concept of Research – objectives. Advantages .Processing & analysis of data procuring operations. tabulation.

Statistical Maps 15. Pictographs. Michael 5. focus groups. Bar & pie charts. V. Consumer segmentation-bases of segmentation-demographic. Introduction to consumer behaviour –Definition of consumer behaviour applications of consumer behaviour -Consumer behaviour and marketing strategy behaviour. Consumer modeling-Economic model-psychoanalytical model – sociological model. Report writing. Kothari 4. projective techniques (1.stages in the development of personality.5 hrs) 2. Essential qualities of research report Recommended Books: 1. behavioural benefit (1.C. Personality and emotion Personality –meaning and nature – characteristics of personality.VALS2 Stadford model (4. Individual determinants-Perception-factors in perception.5hrs) 4. Kapoor 3. Consumer research-Primary and secondary methods-tools used-survey. Gupta 2. personal interviews.P. Mathematical Statistics S. Complete Business statistics-Atzel (106) CONSUMER BEHAVIOUR 1.K.10 presentation of data types of diagrams – Histogram.definition and meaning of group – reasons for formation of group. Group Dynamics and consumer reference groups. Business statistics-Leonard J.personality influences and consumer behaviour – .P. Steps.types of groups relevant to consumer behaviour information –normative-identification-kind of influence-diffusion of innovation the diffusion process . Influence of social class -Definition and meaning of social stratification-factors responsible for social stratification-characteristic features of social classes. Research Methodology influence on consumer behaviour ( 6hrs) 6.Howard Seth model-Nicosia model-Engel Blackwell model.R. LearningWeber’s law-Classical conditioning-operant conditioning-marketing implications. Use of computers in research. Layout of report. Statistical Computing S. Research Methodology C.kazmier 6. External influences-Culture-subculture-social class-family lifecycle stages and its Marketing implications.5 hrs) 3.Components of learning process.meaning of perceptionperceptual process-factors responsible for perceptual distortion. Gupta & V. (1.the adoption process – consumer innovativeness and personality traits. (6hrs) 7. Polygon.5hrs) 5.

Self concept. Cross cultural marketing – Robert Rugimbana and Sonny Nwankwo 12. Best.Three main types of conflicts. Understanding your customer -R. situational influences and lifestyle-overview 10. Coney – TMH.Gardial 5.Attitude and behaviour.goals. 10. 8/e 8.Rao 3. Consumer Behaviour – Hawkins.factors involved in attitude formation( 6hrs) 8.Woodruff and S.5 hrs) BOOKS RECOMMENDED 1.concept – relationship between attitude and behaviour.affectbehavioural intention-attitude changing strategies. Motivation – needs . Consumer Behaviour In Indian Perspective – Suja Nair – Himalaya Publishers. Consumer Value. Customer Behaviour – A Managerial Perspective – Sheth.Paul Peter . ( 4. Consumer behaviour -Schikkman Kanuk 2. Consumer market demographics in India . Consumer behaviour -Davis Louden . Leslie Lazar Kanuk – Pearson / PHI.Measuring customer satisfaction. Mittal – Thomson.Edited byS. Competitive advantage through customer value Information – Customer value determination process .F. hard core behavioural perspective-social learning perspective-cognitive approach-biological approach-rational expectations psychoanalytical perspective-Maslow’s hierarchy of needs.J.Attitudes-definition beliefs. 9/e.L. consumer delight.dynamic characteristics of motivation – consumer imagery and perceived risk.Albert Della Bitta 6. Consumer Behaviour – Leon Schiffman. 11. Consumer Behaviour . Consumer Value Delivery Strategies. cognitive dissonance.11 Self concept -. 2004 9.Elaboration Likelihood model and celebrity endorsements (3hrs) 9. 2004 7.Properties of motivation. Consumer decision making process ( 3 hrs) (3 hrs) 11. Consumption and post purchase behaviour: Consumer satisfaction concept. Customer Relationship Management – Peeru Ahmed & Sagadevan – Vikas Publishing 13. Conceptual Issues In Consumer Behaviour Indian Context – S Ramesh Kumar – Pearson. Consumer behaviour -Walker 4.

i. iv. 3. 6. Communication Skills i. Audio and visual aids. v. Proposals. ii. Internet. iv. Business Communication – by Urmila Rai & S. Interview techniques. iii. Oral Presentation. Dressing for Work iii. 5. Use of Charts. Meaning and Importance of Communication.M.R. Lesikar's Basic Business Communication . Types of Meetings. Business Communication and Report Writing . iii. Essential requirements of a meeting. Essentials of Business Communication . 2. Minutes of a meeting. Mohan 5. iii. Barriers in Communication. Modern method of Communication i.R.C.Pal and Kolahalli 4. formal or Grapevine/informal communication. downward and interactive communication in organizations. 4. Different parts of a Report and Report Writing. Business Etiquettes i. Rai .Lesikar 6. Teleconferencing. Business Meetings. Effective listening skills. Business Conversation v.e. iv.Sharma. ii.12 (107)BUSINESS COMMUNICATION 1. Introduction to Communication i. Written Presentation. Written Communications in Business Organisations i. Writing notices for a meeting. Business Communication . ii. Graphs etc. Layout of a Business letter and different types of letters and letter writing ii. Negotiating with Customers vii.Balasubramanyam 3. interpersonal communication. iii. Writing e-mails and memos.Sharma 2. Managing Appointments vi. Business Correspondence and Report Writing . ii. Initiating Interactions ii. Enhancing Communication Using Non-verbal Cues iv.M. Entertaining Customers Books Recommended 1. iii. Types of Communication: Verbal communication (written and oral) and nonverbal communication (kinesis or body language and paralanguage). Communication networks i. Forms of Communication: Upward. iv.

Computer Studies : C. Introduction to world wide web –Internet operations-Online marketingAdvantages and disadvantages-Problems in online transactions -Indian Scenario Reference Books. Introduction to computers-Basic parts-hardware parts and its functions.French 3. 5. Power point. Software and Hardware-Differences –Types of Software-Various application software : Word. Disadvantages. Fundamentals of Information Technology: V. Networking-Concept. 1. Advantages. Introduction to Computers – Peter Norton. Excel. Tannenbaum 6.The objective of this subject is to give basic idea to the students about the following areas. . General overview of these and latest application software 3. Operating systems-Function. Introduction to Networks: A.Input and output devices 2. Rajaraman 2. Introduction to operating system: Milan Milen Kovic 4.13 (108) FUNDAMENTALS OF INFORMATION TECHNOLOGY This paper is for internal evaluation. Introduction to computer science: ITL Solution series 5. 1. Paint brush. Types: Single user and Multi user-DOS and Windows Operating system-How to use operating systems 4.

Customer Satisfaction & Service Quality in Service Marketing – Service Encounter -Role of HR & Internal Marketing . 7. Personal Selling – Advertising and Sales Promotion in Service Industry 8. e services – online Consumer Behaviour – Self service technologies 10. Inseparability and Inventory 3. Classification of Services – Importance of Services Marketing .A. Issues in Marketing of services – Extended Services Marketing Mix: Going Beyond the 4 Ps. Excellence in Services – Balachandram 9. 12 Steps to success through service – Barrier Hopsor & Mike Scallig. Services Marketing : People. Strategic Planning for Public Service and non profit organizations-Pergamon.Handling complaints effectively . Cases to be incorporated in the Question Paper for 20 marks.Service Industry –Nature of Services.The services concept. Services Market Segmentation – Positioning and Differentiation of Services 4.Intangibility. Cases-A minimum of 5 cases encompassing the above topics to be analyzed and discussed in the class. Services Marketing – Ravi Shanker 5. Books Recommended 1.Four I’s of services . Inconsistency. Distribution Strategies for Services – Challenges in Distribution of Services 7.Zeithaml. Technology & Strategy .The Growth in Services – Global & Indian Scenarios 2. Strategic Services Management – Boyle 6.Valarie A Zeithaml 3.Mary Jo Bitner . (7 Ps of Services Marketing) 5. Services Marketing: Integrating Customer Focus Across the Firm . Services Marketing – S M Jha 10.Services Marketing-Valarie. Foundation of services marketing – Introduction .Service Failure – Recovery 9.Monitoring and Measuring customer satisfaction –SERVQUAL & GAP model .Christopher Lovelock 4. Characteristics of Services. Distinctive Characteristics of Services . 8. Service Delivery Process – Service Blueprints – Service Mapping – Managing Employees for service orientation 6. Marketing of Social Services of Non Profit Organizations. Essence of Services Marketing – Payne Adrian 2.14 SEMESTER II (201) SERVICES MARKETING 1.

Retail organization structure – Major functional areas – careers in retailing 4. Retail Marketing Management – Swapna Pradhan 3.J. Retail Management – Levy & Weitz 5.Store layout – Types of layouts – Factors affecting store layout – Retailing image mix – Store Façade 6. Cases/ Case lets to be incorporated in Question Paper Books Recommended 1. Retail Location – Factors affecting retail location decision – Site selection – Factors affecting site selection – Steps in selecting site – Location based retail strategies 5. Retailing – Definition & Importance – Indian vs Global Scenario – Types of Retailing – Store Retailing – Non Store Retailing – Types of retail formats – Franchising in retailing 2. 8. Retail Management – Gibson Vedamani 4. Lamba 9. The Art of Retailing – A.Electronic data exchange – bar coding – RFID – Electronic payment systems. Channel Management & Retail Management – Meenal Dhotre 6. Planning & Control – David Walters . Retailing Management – Swapna Pradhan 2. Retail Strategies – Differentiation strategies – Growth strategies – Expansion Strategies – Pricing strategies.15 (202) RETAIL MARKETING 1.Public relation – Personal Selling – Steps in planning retail communication 7. Store design – Interiors & exteriors . Retail Communication mix – Sales promotion – Advertising . Retail Marketing Management – David Gilbert 7. Role of IT in retailing . Steward 10.buying behaviour – Segmentation – positioning 3. Retail Management – W.Retail consumer buying behaviour – types – factors influencing . Retail Marketing mix . Retail Management – Analysis. Retail Management – Ron Hasty & James Reardon 8.

Value added selling Books Recommended 1. Sales Managers Functions and responsibilities. Sales Research. Sales Compensation. Physical distribution . Non-Monetary compensation – fine tuning of compensation package. Performance measurement. Types of calls. ( Monetary compensation. Sales presentations. Professional Sales Management – Anderson. 3. . Selection and Training of Sales force: Procedures and criteria extensively used as selection tools for recruiting and testing sales ability. and Customer education. Motivation and Job Satisfaction – M. resistance selling process and skills for effective salesmanship. Improving Sales Productivity Personal Selling: Basics. role of relationship marketing in personal selling. Value added selling-Tom Reilly 11. Sales leads. D. Sales Management : Definition and meaning. Sales Contests. Building a Winning Sales Team – Gini Graham & Scott 2. Salesmanship-definition. Cundiff 6.. Developing the Sales Force for Industrial Customers and Consumer products : . Marketing Channels – Definition & Importance . Evaluating Sales Force Performance and Controlling Sales activities ( Sales Records and Reporting Systems ). Pestonjee 5. Sales Organization : Need for Sales Organizations.Sales Meetings. tools for personal selling.Motivating the Sales Team : Motivation Programs . Sales Management – Thomos 7. Sales Management Handbook – Forsyth Ptrick 3.16 ( 203 ) SALES MANAGEMENT & PERSONAL SELLING 1.Areas of sales Training : Company Specific Knowledge. Strategies for selling-Gerald A. . Objectives. Sales Planning and control: Goal setting. Sales Forecasting.prospecting. 8.Definition. Sales Management . Importance – participants in physical distribution process 2. Sales Management with Personal Selling Salesmanship (204) DISTRIBUTION MANAGEMENT AND LOGISTICS 1.Michaelson 10. effective selling techniques. Hill 9. incentive programs as motivators. Sales Forecasting methods. Industrial Marketing – Hichard M. Supervising. Specific Characteristics of a successful salesman. Planning for major customers and sales Budget. their structure. 2. diagnosis and corrective actions.Different forms of channels Functions of Marketing Channels . International Marketing – Robert Reed……. product knowledge Industry and Market Trend Knowledge.Recruiting.Richard Rstill Edward W. Hair and Bush 4.

Havaldar. Internet Interviewing. Marketing Management – Philip Kotler 7. Likert. Market Research Techniques. 3. Consumer Panels. Sources – Govt. Marketing Audit. Rating & Ranking Scales. Sampling.Channels for Consumer goods. Vasant M.Channel Conflicts & Techniques to resolve channel conflicts Cases/ Case lets to be incorporated in Question Paper Books Recommended 1. Industrial Goods & Services – Integrated Marketing Channels – Horizontal. Introduction to Market Research Types of Research – Basic & Applied. Questionnaire & Scaling Techniques. Scope. L. Sources and collection of Marketing Data. Semantic Differential. Supply Chain Management – concept – significance – components – Order processing – Material Handling – Transportation – Warehousing – Inventory Management – Reverse Logistics 5. Multi channel marketing Systems . Thill 6. Scaling techniques like Nominal. Sources. Data Base Marketing. Objectives. Personal Interview. Marketing – Bovee. Wholesaling – Importance & Types . Focus Group Interviews. Sampling methods.17 3. Sales And Distribution Management Text And Cases-Krishna K. 2. Retail Store Audit. Channel Management & Retail Management – Meenal Dhotre 5. Channel Management .International Marketing Channels 4. Ratio.Sample Design. Mail.Functions of Wholesaler – Wholesaler Marketing Decisions – Trends in Wholesaling 6. & Non Govt.Cavale ( 205 )MARKET RESEARCH 1. Perceptual Map.Channel Selection Process & criteria . Primary Data – Advantages & Limitations. Probability and Non Probability Sampling. Methods of Collection Primary Data – Observation. 4. Telephonic Interview. Unconventional channels . National readership survey. Importance & Limitations of Market Research. Gupta 4. Eliton 3.Performance appraisal of Channel Members –. Ordinal. Nature. Questionnaire design and drafting. Test Marketing. Vertical. Sales and Distribution Management – S. Interval. Distribution Management – S. Channel Management –Stern – El Ansary 2. Research in Advertising Decisions. Secondary data – Advantages & Limitations. .

Business research Methods-Donald R. Customer relationship Management . Relationship marketing in Mass markets.18 5. 6. Market research-G.Cooper. focus group interviews. Customer profitability design and analysis Books for reference: 1. Setting up & Implementation of Marketing Research Project.G Shainesh . relationship marketing and marketing strategy 5. 4. Steps in formulating Market Research Projects. questionnaire construction. One project for consumer durables and one for non durables to be discussed. Relationship marketing of Services Vs. Conceptual foundation of Relationship Marketing. 6. Leading Through Relationship Marketing-Richard Batterley 3.Shajahan 4. 8.C. Relationship marketing and distribution channels. Role of Information Technology in building. Research for Marketing Decisions by Paul Green.Atul Parvatiyar. evolution of relationship marketing. test marketing. Donald Tull. Relationship Marketing-S. scaling techniques. Marketing Research-Rajendra Nargundkar(Tata Mc) 7. Marketing Research by Mishra 3. Illustrations/cases to be discussed for following topics of above mentioned chapters. internet interviewing.Atul Parvatiyar 2. sample design. Marketing Research by DM Sarawte. Data collection methods. 6. 5. Relationship marketing in Consumer markets 3. maintaining and enhancing relationships 7.Beri (206 )RELATIONSHIP MARKETING 1. Marketing Research by MV Kulkarni 4. Handbook of Relationship Marketing-Jagdish Sheth.Jagdish Seth. Reference Books 1. Marketing Research by Ramanuj Majumdar 2. its significance in Indian context 2. Buyer seller relationships.

unemployment. Latest references and events can be studied from journals and periodicals like Business India. Mumbai 3. New Delhi. 4. poverty. Functions and working of institutions operating in money market and capital market in India. Evaluation of the approach to the 11th five year plan of India. Indian Economy by Dutt and Sundharam. Mini Tab for data analysis and representation.Achievements and Failures of Planning. The respected faculties are expected to conduct Viva on the field study conducted. Himalaya Publishing House. One can also refer to Economic Survey. sickness of Industries. Economic Environment of Business by M. Evaluation of Industrial Policy of India after 1991. Foreign Trade Policy of India. The students should use statistical packages like SPSS . Secondary and Tertiary Sectors. 5. Himalaya Publishing House. S Chand & Co. . SEZ. Economic Times etc. 3. New Delhi. 2. Business Today. black money. liberalization and march towards globalization. Economic Environment of Business by Misra and Puri. Business World.19 (207) INDIAN ECONOMIC ENVIRONMENT 1. ( 208 ) FIELD WORK + SPSS The students are expected to take an on field assignment in the field of Marketing and submit the project report accordingly. Planning in India . 7. Analysis of current problems like . Policy of disinvestment. Critical assessment of the policy of privatization. Sultan Chand & Sons. 5. Scope and appraisal of economic reforms in India. Changing sectoral pattern of the Indian Economy. Mumbai 4. Inflation. published annually by Government of India. 6. Adhikary. Indian Economy by Misra and Puri. New Delhi 2. Structure of the Indian Economy : Primary. Economic Legislations : a) MRTP b) FERA and FEMA c) Consumer Protection Act d) Competition Bill Recommended Books : 1.

Push V/s Pull Strategies for International Markets 9. Need for Environmental analysis. Basic product strategies Global product designing-factors involved 6. Legal and statutory framework. Objectives of International Marketing Challenges and opportunities in International Marketing Underlying forces of International Marketing.20 SEMESTER III ( 301 )INTERNATIONAL MARKETING 1. Brief introduction to physical channels of distribution for International Markets. Global Marketing Management by Warren Keegan 3. Country Risk Analysis 3.Local Marketing and Global ManagementJohny K. Difficulties in designing International Distribution channels 8. Minimum 5 case studies encompassing above listed topics to be solved in the classroom. Research Process of International Marketing. Global Advertising –Issues and challenges. Foreign Market Entry strategies. International Marketing Management by Subhash Jain 5. Global Marketing Research and information System. Research Significance of Desk Research(Secondary Data) in International Marketing Research 4. Global Marketing Environment—Economic Environment. Concept of International Marketing and its scope. Decisions and factors influencing these decisions Uniform pricing V/s Market by market pricing 7. Socio cultural Environment. Challenges in International Marketing. International Business Environment-Francis Cherunilam 7. International marketing-Cateora Graham(Tata ) 6.. One case study to be put as a compulsory question in the final written examination Books Recommended for International Marketing 1. International Marketing by Cateora 2. Global Marketing Strategies by Jeannet 4. Merits & demerits of standardized global advertising theme. Motives behind going International 2.Johanson . their merits and demerits 5. Global Marketing-Foreign Entry. MNE and lifecycle of its products. International Pricing.

penalties (Sections 101 to 108) 4. Sujan and Haish Sujan 2. Caveat emptor and its exceptions. Consumer Protection Act. 1930 : Definition of Sale. Consumer. Bill of Exchange.21 (302) LAWS RELATED TO MARKETING 1. Rights of an unpaid seller 3. Marketing and the laws M. 1872 : Sections . 1986 Definitions of Complainant. Business and Economics Laws H. implications for marketing 8. duties and responsibilities of Principal and agent 2. Value Added Tax : Fundamental provisions. State Commission . Mercantile Law N.Sections 13 to 22 Termination of contract by performance and by legal tender or attempted performance Termination of contract by breach and its remedies Contract of agency. Promissory Note. effects of Registration ( Sections 3 to 17. Labeling and packaging. Trade and Merchandise Marks Act T. K. vets and measures Books Recommended 1. Saharay 3. Penalties in case of dishonor of certain cheques for insufficiency of funds (Sections. 18 to 26. National Commission 5. Distinction between Sale and agreement to sale Distinction between condition and warranty Doctrine of ‘Nemo dat quad Non habet’. Rights of True owner. patents and trademark. Jitendra Kumar Mitra . R.1999 : Procedure for registration of a Trade Mark. 28 to 32) Offences. 138 to 142) 7. Crossing of cheques. Indian Contract Act. Commercial and Industrial Law Arun Kumar Sen. Negotiable Instruments Act. Complaint. C. Consumer dispute Provisions regarding District Forum. Legal provisions related to the following: Copyright. Sale of Goods Act. Information Technology Act. food and drug adultration. Kapoor 4. A. D. Shukla 6. Goods. Elements of Mercantile Law M. Trade Marks Act . Shriniwas 5.1 to 10 Ingredients of a valid contract Free consent . 1881.2000 6.

Credit cards. 5.introduction to IRDA.Methods of Advertising Budgeting . 2. understanding the financial products 2.Avdhani 3. Types of equity funds/Growth funds. Venture Capital Funds . Theme and Appeal.Copy Writing and Copy Research.Merchant banking. Risk management –Strategy to cover risk . Registrars.Types and Techniques of Sales Promotion 4. concept of hybrid funds.Factors influencing Advertising Budget.concept of cross selling . Advertising Appropriation.A. Retail bank products-Meaning of banking business.the value of IMC plans.Relationship between Sales promotion and advertising. advantages . Planning and Strategy 6. Insurance-Meaning.Media Selection. Mutual funds Vs. Introduction to the role and responsibility of Asset management company. Creativity in Advertising.Concept MarketingCommunication Mix . Marketing Financial services-Mary Ann Pezzullo 2.Media Types and Media mix.Message: Design and Evaluation 7. Management of financial services.Classification of advertising. Integrated Marketing Communication. introduction to Various bank products Selling bank products . Fund Structure. 5. history and current market scenario –Indian and global.Functions of advertising. Other investments.22 ( 303 ) FINANCIAL SERVICES MARKETING 1. custodian. Financial services-MY Khan-(TaTa) (304) MARKETING COMMUNICATION 1.Concept of Copy. Types of mutual funds. Mutual funds-Meaning. Debt funds and types of Debt schemes. Introduction to housing finance.various types of insurance.Objectives and Perspective: AIDA & DAGMAR. Sales promotion. Advertising Media. Overview of various financial services in India 3. 4.Impact of technology on bank marketing. Books for Reference: 1. Advertising. sales distribution channels. and the process- Relationship between Study of Consumer’s Behaviour and IMC Plan 3. 6. Financial planning process. Marketing of Financial services:V.

Batra.Chunawalla and Sethia 3.Agency-client relationship 9. CRM in retailing – process – planning and implementing loyalty programs. Myers & Aaker 5. Advertising and Promotion.George Belch and Michael Belch 8. Emphasis on Case Studies on Marketing Communication Mix designed by various organizations. Merchandising – Definition – Steps in merchandise planning – Merchandise hierarchy – Range planning – Buying process – Vendor development – Evaluating merchandise performance 3.Ad agency. Media Planning. Store administration – Floor space management – Planogram – Managing store inventories – Quick response inventory Planning – Managing displays – Cashiering process – Managing in store promotions and events 5. Advertising Business. Advertising and Promotion: S.Movies and Documentaries 10.N. Carrying out Research Activities on Media Types. Retail supply management – Definition & Scope – Integrated supply chain planning 2.A. 6.23 8.A. Promotion and Marketing CommunicationBy Clow Baack 2. Types of agency.Personal SellingOnline Marketing. Advertising Management. Foundations of Advertising: S. Advertising Management. Other Marketing Communication Media. Visit to various Advertising Agencies and understanding flow of Advertising Process. Sales Promotion: M. Managing retail loss and inventory shrinkage – Shop lifting – Employee theft.Chunawala (305) RETAIL OPERATIONS MANAGEMENT 1. Recommended Books: 1.Functions and Selecting an Ad Agency. Advertising Sales and Promotion Management-S.A.Event management.Mishra 7.Chunawalla 6. Cases/ Case lets to be incorporated in Question Paper . Moral and Ethical Issues in Advertising. Social Implications of Advertising.Public Relations.Manendra Mohan 4. Category management – definition & components – process – manufacturer’s brands Vs private label brands. 4. Integrated Advertising. Media Mix.

integration. word-on-line. Retail Management – Gibson Vedamani 4. 5. 4. Email surveys 6. PR. ( 308 ) VIRTUAL MARKETING 1. Retail Marketing Management – David Gilbert 7. dis-intermediation. Internet communities. 3. different commercial models. Role of the Internet: technological development. measurement. 2. Retail Management – Levy & Weitz 5.24 Books Recommended 1. Business to Business: Intranets. web surveys. Hoffman’s Many-to-Many model. Planning & Control – David Walters (306) PROJECT WORK The students should submit the Project Report based upon the Summer training done by him. and Extranets. and procurement. French . The Art of Retailing – A. Japanese . Chinese . The institute should arrange for Project Viva and Presentation. Internet branding and loyalty. Steward 10. diverse roles of websites. online shopping. The course syllabus should have contents like Basic reading . cybermediaries. Internet promotion: advertising: types. recruitment. how the Internet is changing consumer behaviour. Spanish ) offered at the Institute. Retail Management – Analysis. Channel Management & Retail Management – Meenal Dhotre 6. It should also give contents upon the Business scenario in specific region and culture of that country. effectiveness. direct marketing. . development of ecommerce. Internet market research: secondary research. exchanges. Internet strategy: virtual value chain. 7. communication. writing of language.J. Retail Marketing Management – Swapna Pradhan 3. Internet retailing: reducing role of location. Retail Management – Ron Hasty & James Reardon 8. Retailing Management – Swapna Pradhan 2. Consumer behaviour: flow theory. Retail Management – W. ( 307 ) FOREIGN LANGUAGE The students are expected to learn any one of the foreign languages ( like German. online focus groups. Lamba 9. affiliation marketing. MEGS.

John Wiley & Sons. (1999) Principles of Internet Marketing.25 8. Hanson. 2nd ed. 7. (1999) Futurize your Enterprise. Chaffey. (1999) World Wide Web Marketing. Ellis-Chadwick (2000) Internet Marketing. best practice. McKinsey. Prentice Hall. K. Mayer. Website design: website design guidelines. Straus. PDA. SMS. W. mobile Internet. Schullo. Zimmerman. J. 2. 5. Dryden. Hagel. (1999) Marketing on the Internet. International Thomson Publishing 4. interactive appliances. . eSterne. (1999) Net Worth. and Frost R. J. (2000) Electronic Marketing. Johnston. groupware. 6. Suggested Books: 1. Convergence and future development: interactive TV. D. J.Wiley. building traffic. J and Singer M. Prentice Hall. 3. Siebel. Reedy.

Sales forecasting.M 6. Competitor analysis.Pati.What is a Product. The brand equity concept. Product Mix.Methods of estimating market and sales potential. Jean-Noel 4. Retailer and distributors.Kapfere. Brand Management Financial Perspectives. Debashish 2.What is a Brand.Product Personality. 2.Product Differentiation and Positioning strategies 4.Product Vs Brands. Brand extension and brand transfer.Developing Product Strategy.Managing brand over time.Subrato Sengupta 3. New product development.Changes affecting product management. Customer analysis.26 SEMESTER IV (401) BRAND MANAGEMENT 1. Naveen 5.Brand Development: Extension. Brand Positioning Strategies for Competitive Advantage. 5. Brand Positioning & Brand Building. 3. measuring sources of brand equity and consumer mindset. Product Management. B. People and organization. Total Brand Management: An Introduction. Goods and services. Brand challenges and opportunities. planning for involvement in international market. Brand portfolios and market segmentation. Types of Products. Brand Management. Design of manufacture. Rejuvenation. Market Potential & Sales Forecasting. celebrity endorsement.Brand knowledge. The New Strategic Brand Management.Steps of brand building.Chaturvedi. Brand Management Perspectives and Practices. Product strategy over the lifecycle. Co-branding. Re launch. Setting objectives & alternatives. Identity and image. Branding strategy.Brand hierarchy. 6. .What is a Product. Brand Leveraging & Brand Performance. 7.Factors influencing design of the product. Defining and establishing brand values.Forecasting target market potential and sales. Branding Concepts. Designing & Sustaining Branding Strategies.Ray.Establishing a brand equity management system. Product Development.Das.Product Line. 8. CASES/CASELETS TO BE INCORPORATED IN QUESTION PAPER Recommended Books: 1. Identifying and establishing brand positioning.

Marketing strategies for IT and ITES industries. GE 9 Cell Model as basic foundation of Strategic Marketing. Strategy Formulation – Vision. Considerations for formulation of marketing strategies for all components of Product. Objectives and Goals of business and their relationship with Strategic Marketing Management. Marketing Strategy Case Studies . Strategic Marketing Management – Objectives & concept of Strategic Marketing Management . Process & Physical Evidence) for different business sectors. Recommended Books: 1. Brand Strategies in FMCG markets. 2. Strategic Marketing analysis – SWOT Analysis. Promotion and Distribution. Mullins Larrech 5. McKinsey’s 7s framework for analyzing and improving organizational effectiveness.Rural and export marketing strategies. Planned or unplanned strategy withdrawals / obsolescence. Marketing Strategy. Business Policy & Strategic Management – Azar Kazmi 3. . 4. Specific strategy initiatives – New product development and introduction strategies. Case Studies in Strategic Marketing Management: 6. Planning & Control: . Strategic Marketing-David W. BCG Matrix.Nigel f.(One contemporary case study to be incorporated in the question paper) One case study on each of the strategy initiatives (Product.Boyd Walker. Marketing Strategy Implementation – Integration of Marketing Strategies and their application to different business sectors – FMCG.Piercy 4. & Services. Price.Cravens . Industrial. 5. Marketing Management: Analysis. TMH Ed. Marketing Strategy Evaluation – Marketing Audits & their scope – Measurement of Marketing Performance and its feedback to next year’s Marketing strategy formulation. Contingency / alternative strategic planning. Price. Constraints in marketing strategy implementation. GAP Analysis – Competitive Analysis – Porter’s 5 forces Model of competition. . 7. 6. Mission.Strategy Definition 3. For contemporary case studies students should refer to the periodicals and journals.27 (402) STRATEGIC MARKETING 1.Phillip Kotlar 2. Promotion and Distribution as well as People.

Essentials of Export Marketing by S.28 ( 403 ) EXPORT DOCUMENTATION & FOREX MANAGEMENT 1. Types of LC 5. consular invoice.Rathore.Rathore 7. Chunnawals 5. Export-what. Letter of credit (LC). International Trade and Export Management-Francis Cherunilam . 6.J. sending overseas samples. customs invoice.where and how’ by Parasram 6. certificate of shipment. antiquity certificate. appointing overseas agent 3. Books Recommended for Export Procedures and documentation 1. Advantages and disadvantages of Exporting as a Market Entry strategy 2. Facilities and incentives relating to exports. Insuring goods against marine risks. Registration of exporters. External commercial borrowings (ECB). semi government and autonomous organizations for exporters. Exim bank finance. bill of exchange. Arranging Finance for Exports Pre-shipment Finance. Institutional support from Government.S. Preliminaries for starting exports. 4. Post-shipment finance. Financial and fiscal incentives provided by government and foreign exchange facilities provided by RBI and EXIM Bank 8. weight note. Preparing Documents for Exports Document for declaration of goods under Foreign Exchange Regulations Documents for transportation of goods Documents for custom’s clearance of goods Other Documents like commercial invoice. shipping advice etc. certified invoice.A. Foreign Exchange and Risk Management by C. manufacturers certificate.Jeevanandam-Sultan Chand Publications 3.S. Understanding Foreign Exchange rates and protection against their adverse movement 7. International Marketing by S. Nabhi’s ‘How to Export’Nabhi Publications 2. packing list. Export Marketing by Francis Cherrunilam 4.

data warehousing. customer acquisition. data sources. The key principles of targeting.Trade fares f) Catalogue Marketing g) Direct Mail h) Company showrooms. different types.factory outlets-own distribution. inserts and door-to-door .Direct response methods. Direct mailing.formats. . Direct Marketing & Interactive Marketing: Direct marketing. SMS) . Technology that enables Direct & Interactive Marketing: Core marketing technology components. Data-driven marketing planning – Introduction to CRM and e-CRM.Interactive TV.kiosk marketing (3) 6. Integrating Direct Marketing Media: The role of brands and personalized marketing communications .Automatic vending machines. Direct marketing vs.the advance in digital marketing . software. limitations – variants of Direct Marketing. campaign management applications.Concept. its value and management. privacy . Data Protection and Privacy-self-regulation and codes of practice (2) Note: Cases/ Caselets to be discussed in the class & incorporated in Question Paper * Numbers in brackets indicate number of sessions of 60 minutes each. Real-time data collection for the website. growth & benefits.Building brands through response and optimizing integrated communications – Differences between direct marketing media and non-direct media.Data fusion – marketing research and the customer database -Setting up a customer database . fax.Media channels in a multi media age . email.structure.29 (404)DIRECT MARKETING 1. duplications. function.Consumer and Business Mailing Lists. phone.lists.Catalysts of change in modern marketing – From distance selling to interactive marketing.Unique characteristics of addressable media (direct mail. interaction. customer interaction and contact centre applications. marketing thru. costs. Customer data. mobile and SMS .Home shopping/ teleshoping networkCreating Direct Mail Advertising . Direct marketing in real-time – interactive marketing. The Impact of Databases .Press. business intelligence appliances. (4) 4. control and continuity.Main tasks – lead generation.Online web advertising and email/permission marketing (3) 7. costs and response.Increasing use of Web-based retailing (4) 3. development and retention. (4) 5. Traditional Methods of Direct Marketing: a) Telemarketing b) Multi Level Marketing (MLM) c) Personal Selling d) Automatic Vending Machines e) Exhibition . sales force automation. processors. Channels (3) 2. Technology mediated marketing channels .

Consumer Marketing Relational approach to Industrial Marketing.The Nature of Industrial Demand & Industrial Customer 2. The Organizational Buying Decision Process 5. Promotion for Industrial products – Supporting salesman – Motivating distributors – Stimulating primary demand – Sales appeal – Publicity & sponsorships – Trade shows – exhibits – Catalogs – Samples – promotional letters – Promotional novelties Note: Cases/ Caselets to be discussed in the class & incorporated in Question Paper .30 Books Recommended: 1. Standardized and Non-standardized parts. Raw and Processed Materials.Assemblies. Purchasing systems – Auctions-Documentation – bids – order placement – follow up – receipt and inspection 9. Accessory Equipment. Organizational Influences on Buying Behaviour: Buying Roles. Operating Supplies. Industrial services 3. Component Parts and Sub. operating characteristics – manufacturers’ and sales agents – Brokers . Nature of Industrial Marketing: Industrial Marketing Vs. Factors influencing Organizational Buying: Buying Roles. Types of Industrial Products: Major Equipment.Price Decision Analysis – Breakeven analysis – net pricing – discount pricing – trade discounts – eographic pricing – factory pricing – freight allowance pricing – Terms of Sale – Outright purchase – Hire-purchase – Leasing 8. Channel Structure for Industrial Products – Geographical. Industrial Product Decisions: Industrial 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 6. Environmental & organizational Influences 4. Organizational Buying Decision Process. The Buy Grid Model. Hillstrom's Database Marketing by Kevin Hillstrom 3. Successful Direct Marketing Methods-Bob Stone and Ron Jacobs. size.Channel Logistics 7. 2. Pricing for Industrial Products – Pricing Objectives . The Engaged Customer-The New Rules of Internet Direct Marketing by Hans Peter Brondmo (405) INDUSTRIAL MARKETING 1.

Role of Agriculture in Economic Development of India –Role of Government in Agricultural Development (4) 6. Industrial Marketing – Hawaldar (406) Rural and Agricultural Marketing 1. Functions – Reasons for slow progress of cooperative sector (4) 8. History. Industrial Marketing – P K Ghosh 4. Cold Chains. Advantages & Limitations of Organized retailing in Agri Inputs and Outputs (2) 9. Numbers in brackets indicate number of sessions of 60 minutes each.Dr. Agriculture Marketing –Definition. Cross 2. HUL Shakti (4) 4. Industrial Marketing – Analysis. Agricultural Marketing in India – S. Planning and Control – Reeder. Agribusiness –Emerging Branches. Recommended Books – 1. Scope. Innovative Distribution Channels like ITC E-choupal.Non Conventional forms of Agribusiness – Export potential for farm products -Supporting Services (4) 7. Cases/ Caselets to be incorporated in Question Paper 2. Rural marketing – Features. Differences in Agricultural and Consumer Marketing. Scope and Limitations (4) 2. Industrial Marketing – Hill. Reeder 3.e. Brierty. Segmentation in rural marketing – Classification of products and services in Rural marketing – Marketing Mix for rural products (4) 3. Organized procurement & warehousing (2) Note: 1. Agribusiness Management in India –Text & Cases . Concept and Objectives.31 Books Recommended: 1. Cooperative Marketing –Concept. Recruitment of Human Resources in Agri marketing and new trends in Agri Marketing (2) 10. Significance. S Acharya and N L Agarwal -Oxford & IBH Publishing Co Pvt Ltd Calcutta 2. Alexander. SCM In Agri Business i. Godrej Adhar. Subhash Bhave . Constraints in Agricultural marketing (4) 5.

Finance. invention. Entrepreneur.Total Lectures: 40 of 1. as it would include every aspect of the business like Finance. b. Traits Attributes and characteristics. creativity. Manager. 2) Creating Entrepreneurial Venture 1. Organizing etc. Entrepreneurship Development Cycle 1. Theories of Entrepreneurship: i. Entrepreneurship. The syllabus: 1) The Entrepreneurship development Perspective. Scheduling and The subject would hone the skill and spirit of entrepreneurship among the talented youth that would be of immense utility for them to take up challenges in their career as well as in personal life.32 (407 ) Entrepreneurship Development & Project Management [Marks: 80 . 2. innovation. Development of product / idea. Objectives. 4. Critical risk contingencies of the proposal. Students would understand and appreciate the contribution of the entrepreneurs. Responsibilities.Roles. Organisation & Management. .2. and interact with them. Marketing. entrepreneurship as a career. Logistics. Career opportunities d. Theory of High Achievement by McClelland iii. Theory of Profit by Knight v. X-Efficiency Theory by Leibenstein iv. Role of Entrepreneurs in Indian economy and in employment generation g. Theory of Social change by Everett Hagen c. Entrepreneurial culture with special reference to Intrapreneurship / Corporate Entrepreneurship. each] Objectives of the paper: 1. Business Idea. Opportunities through change. Factors affecting Entrepreneurship Development: Social. The paper would help to understand ‘management’ in a holistic manner. H R.1. Ownership. Marketing. Market Analysis. those who build the economy . a. Innovation Theory by Schumpeter & Imitating Entrepreneur Theory of Hoselitz ii. Economical.00 Hr. Political. Business Planning Process Elements of Business Plan. Personal f. 3. The student could check out their ‘entrepreneurial attitudes’ that they can exploit as ‘intrapreneurs’ or as ‘entrepreneurs’ at the appropriate time in their life as the opportunity would arise. skills of successful Entrepreneur e. observe. Concepts of Entrepreneurship Development Definition of Entrepreneur. Intrapreneur / Corporate Entrepreneur – comparative study . in connection with each other.

Michael P. Kurt A. N. SFCs.1 Reasons for Low/No Women Entrepreneurs 4. authorities of financial institutions. SIDBI. Role of Central Government and State Government in promoting Entrepreneurship with various incentives. Dale Meyer.Gupta. Peters. Role of the following agencies in the Entrepreneurship Development 1.2. Financial schemes offered by various financial institutions like Commercial Banks. – with special reference to ‘Export oriented units’ 2.P.Shrinivasan .1. Entrepreneurship: Education. Problems. Venture Capitalist 4) Entrepreneurship Development and Government 2.2. Nirjar Entrepreneurship As Strategy – G.Gupta Entrepreneurship: Strategies and Resources – Marc J. Michael P. Dr. grants etc. turnaround ventures should be discussed in the class. Drucker • Entrepreneurship and Small Business Management – Siropolis • Entrepreneurship Development in India – Dr. A. Research and Practice – A.3.33 3) Project Management 3. IDBI. EDII – Entrepreneurship Development Institute of India 4. ICICI. SISI – Small Industries Services Institute 3. Heppard Entrepreneurship Development and Project Management – Dr. Prospects and means to improve their prospects. Hisrich. ------------------------------------------------------------------------------------------------------Note: i.Chhikara • Innovation and Entrepreneurship – Peter F. DIC – District Industrial Center 2. Holt Entrepreneurship Development New Venture Creation – Satish Taneja. Exercises / activities should be conducted on ‘generating business ideas’ and ‘Identifying problems and opportunities’ iii.L. Dilip M. Sahay. NEDB – National Entrepreneurship Development Board 5) 6) Why do Entrepreneurs Fail – elaboration on solutions for the problems.2 Role. subsidies. Hisrich. failed. S. Venture Capital Funding. Shepherd Entrepreneurship – Robert D. Dollinger Entrepreneurship – Robert D. ii. Women Entrepreneurs 4. Marketing Personnel and Management feasibility Reports 3. Technical. NIESBUD – National Institute of Entrepreneurship and Small Business Development 5.B.S. 3. Peters.1. Dean A. Interactive sessions with Entrepreneurs. Government officials should be organized Changes Suggested: Books Recommended: • • • • • • • • • • Dynamics of Entrepreneurship Development – Vasant Desai. Entrepreneurship: New Venture Creation – David H. Sahay. M. C. Sarwate New Vistas of Entrepreneurship: Challenges & Opportunities – A. Financial. Case studies of Entrepreneurs – successful.

7. 5. The Entrepreneurship development Perspective Creating Entrepreneurial Venture Project Management Entrepreneurship Development and Government Why do Entrepreneurs Fail – elaboration on solutions for the problems.Kuratko Intrapreneurship: Gifford Pinchot III Lead like an Entrepreneur – Neal Thornberry You Too Can Become an Entrepreneur – Nalinaksha Mutsuddi Make The Move: Demystifying Entrepreneurship – Ishan Gupta. 6.34 • • • • • • • • • • • • Entrepreneurship: The Social Science View – Richard Swedberg The Culture of Entrepreneurship – Brigitte Berger. Nagarajan. 2. C. Rajat Khare Suggested Schedule for Marks Topic Periods Marks Weightage 20 15 15 15 15 1. Shejwalkar The Entrepreneurial Connection . 4.Morris.Gurmeet Naroola Thought Leaders – Steven Brandt. P. 8.Dr. Corporate Entrepreneurship – Vijay Sathe Corporate Entrepreneurship: Entrepreneurial Development Inside Organisations – Michael H. Donald F. Project management – K. 3. Entrepreneurship Development . Women Entrepreneurs Exercises / activities Total 8 6 6 6 3 3 8 40 80 .

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