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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 .
Principles of Management (McGraw Hill) . Harold koontz . James AF 6. Management. Tasks. Controlling. Weber. 3.Koontz & O’Donnel 2. Management (Prentice Hall of India) . Fayol.Fred Luthans 7. Organizational Behaviour (McGraw Hill – 10th Ed) . Directing.Staw BM 10. Dwivedi 11. Team Building & Group Dynamics.S. • Communication and perceptions • Shaping of personality. 6.Peter F Drucker 5. Development of management thought from industrial revolution/scientific management movement to electronic era and knowledge society of the 21st Century. 4. • Mcgregor’s Theories X & Y. TQM. self esteem.Joseph I. Coordinating. Reference Books 1. Overview of the process and components of management. • Planning. • Concept of Top Management. self efficiency. 2. Massie 3. • Corporate Social Responsibility. • Linkages between Scientific Management & Human Relations Movement. Bernard and Elton Mayo. Herzberg. • Contribution of Maslow. Essentials of Management (Prentice Hall of India) . The role of individual behaviour in organizations. Development of Management thought from antiquity to industrial revolution. QCs. Leadership.R. The Practice of Management (Allied Publishers) . • Motivation and needs. • Influence of the group on individual and group decision making. Foundations of Individual Behaviour. Porter and Lawler theories of motivation. • Dynamics of Group Behaviour. • Contribution of Taylor. • Knowledge workers. • Japanese styles of management. Responsibility & Practice . • Working teams and team effectiveness. Organizational Behaviour .Stoner. • Emergence of scientific management. Classification of motives. • Hawthorne Experiments. Organizing. Human Behaviour at Work (Tata McGraw Hill-7th Ed). Staffing. Management-global perspective -Heinz Weirich.5 (101) PRINCIPLES AND PRACTICES OF MANAGEMENT 1.Keith Davis 8. • Leadership Traits. • The self concept.Peter F Drucker 4. 5.Robins SP 9. Human Relations & Organizational Behaviour . Alderfer. Psychological Dimensions of Organizational Behaviour.
Michael Etzel.Heinz Weihrich 7th Edition 14.Bovee and John Thill 6. Essentials of Management-Harold Koontz.P. Marketing .Reddy 13. Principles of Management 3rd Edition P. Marketing Management Text And Cases in Indian Context-Dr. Marketing Concepts – Approaches to Marketing –Core concepts of marketing Marketing Process – Functions of Marketing 2.6 12. Physical Distribution – Importance and role of distribution in marketing – Introduction to the various channels of distribution –Promotion Tools – Sales Promotion. Principles of Management-T.S. Marketing Management . Marketing Special Indian Edition.V. Case Studies in Marketing – Indian context .Ramaswamy ( 102 ) PRINCIPLES OF MARKETING 1. Market Evaluation and Controls – Types. Market Segmentation – Bases for market segmentation of consumer goods.Chunawala 12.Philip Kotler and Gary Armstrong 5. obstacles to marketing control – Marketing Audit – Marketing Ethics Books Recommended 1. Marketing Environment– The changing marketing environment – Analyzing needs and trends in Macro Environment and Micro Environment 3. Sherlekar13th Edition 11.Namakumari 4. Direct Marketing and Online Marketing as promotion tools 7.N. Marketing .Tripathi.Lilien & Kotler & Moorthy 7. Marketing Management Text and Cases-Biplab Bose 10.Karunakaran 9. Michael Levy 2. processes.A. Advertising.Philip Kotler . Marketing Models . Product Management S. Marketing Management . Types and New Trends in packaging 5. New Product Decision Process – Types of new products – Test Marketing of a new product. Marketing Management -S. Personal Selling. Packaging – Purpose.A. industrial goods and services – Market Targeting and positioning strategies 4.K.Srinivas 8.Ramaswamy and S.C.Walker(Tata ) 3.Stanton. Pricing –importance – methods – objectives –factors 8. 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.R.. Principles of Marketing 9th Edition .Dhruv Grewal.
Nature and Scope of Managerial Economics. Forecasting of a new product. Law of Variable Proportions. Cost Accounting . Methods of demand estimation. FIFO. (10) 3. Cost.Jawaharlal 9. Demand forecasting. Significance and uses of the concept of elasticity. Market Demand. Managerial Economics and Microeconomics and Macroeconomics.K. Cost Accounting – Relationship with Financial Accounting -Cost Concept & Classification -Basic Terms: Revenue.M. Significance and uses of the elasticity. Materials Cost – Materials purchasing. Meaning and significance of forecasting. Demand function. issuing including pricing of issues ( LIFO. Expense.Khan & Jain 7. Cost Unit– Preparation of Cost Sheet ( 8) 2. Marginal Costing – Break Even Analysis. Cost Centre. Managerial Economics and decision making. Elasticity of supply.Khan & Jain 6. Law of Demand. Average method) -ABC Analysis –JIT (10) 3.7 (103)FUNDAMENTALS OF MANAGEMENT ACCOUNTING 1. Production Function. Cost accounting -B. Types of elasticity. Cost and Management Accounting – S. Cost Accounting .Budgetary Control – Functional Budgets – Flexible Budgets Standard Costing – Materials Cost. Apportionment and Absorption – Under Absorption and Over Absorption of Overheads (6) 4. Forecasting of an established product. receiving. Meaning and determinants of demand. Elasticity of demand. Elementary study of the Managerial Decision Making Techniques – a. Law of supply. Theory & Problems in Management & Cost Accounting . (8) 2. . Measurement of elasticity.Inamdar 4. Introduction to Management Accounting – Horngreen and Sundlem 2.Khan & Jain 8.Bhar (104) MANAGERIAL ECONOMICS 1. storing. Methods of demand forecasting. Principles of Management Accounting – Manmohan & Goyal 3. (8) . Applications of Marginal Costing in decision making – Key Factor considerations b. Measurement of elasticity. Management Accounting 3rd Ed. Mahesh Kulkarni 5. Labour Cost and Sales Variance Books Recommended 1. Management Accounting – Dr. Definition. Overheads – Identifying the overheads with the cost center – Allocation.
(6) 8. Managerial Economics . Cost estimation. Problems and Cases.) Recommended Books : 1. Profit Forecasting. New Delhi 5. New Delhi. Pricing strategies and Methods-Cost plus pricing. S Chand & Co. New Delhi. 2. Managerial Economics . 10. Managerial Economics.Gopalkrishna 11.(4) 7. Managerial Economics . discussions. Preventions and Control of Monopolies. presentations.Analysis. New Delhi. 4th Ed. Williamson's Theory of Managerial Discretion. Salvatore. Monopolistic competition. Managerial Economics – D. USA. Measurement of Monopoly Power. Managerial Economics . Short run and Long Run costs. Managerial Economics . C. S.Hauge 12. (8) 5. Need for Government Intervention in Markets. System of Dual Price. Sultan Chand and Sons.Peterson and Lewis. Private costs and Social Costs. 8.Varshney and Maheshwari.C. Support Price. cyclical pricing. oligopoly. – Craig Peterson . In addition to lectures. Accounting Costs and economic costs. Mehta. Alternative Theories of the Firm : Traditional Theory of Profit Maximization.Penetration Pricing. Pricing under various markets including : Perfect Competition. Prentice Hall. etc.Behavioural Theories of the Firm.H L Ahuja. New Delhi. Cost reduction and cost control. (4) (Figures to the right indicate the number of lectures of 45 minutes each for the topic concerned. P. 3. Gupta . Hague. New Delhi. L. Managerial Economics .Mote. (4) 9. Marginal cost pricing.8 4. Managerial Economics . Methods of cost estimation and cost forecasting. Paul and Gupta. Sultan Chand and Sons. Prentice Hall. 9. Managerial Economics . 7. New Delhi. Economies of scale. Managerial Economics — D. McGraw Hill. T M H. Cartels.G. Price discrimination. Managerial Economics – Reckie and Crooke 13. 4. Costs of production. A study of Managerial Economics – D. (8) 6. Monopoly.Price Leadership. Baumol's Sales Maximization Model. T M H.Transfer pricing.D. Price Controls. Models of Growth Maximization. Price Skimming.Joel Dean. Profit Policy: Break Even Analysis. students are also supposed to attend about 15 tutorial sessions of 45 minutes each for assignments. Longmans. 6.
advantages & disadvantages 11. Experimental method – Definition. Measurement in research – Possible sources of error in measurement. Graphics & diagrammatic . 8. Sampling Design Different types of sampling designed used for social research.Interview . Social research – Native scope importance & limitations .9 (105) RESEARCH METHODOLOGY 1. advantages & limitations. objectives. Schedule & questionnaire Meaning Types of schedule Evaluation of schedule. types of interviews.sources of secondary data. Advantages . layout of questionnaire. Scientific method – steps involved in a process of research.scale contraction techniques 9. Research Design • Criteria of a good research design • Types of research design 6. 13.Meaning& role. types. Tests of sound measurement.Types. Editing. and disadvantages . The process. Sources of data – Primary data . the process of interviews advantages & disadvantages of interviews.Processing & analysis of data procuring operations. tabulation. classification. construction of questionnaire. characteristic. Advantages and Disadvantages 14. coding. Observation – meaning & characteristics. Difficulties in experimental method.advantages & disadvantages-sources of primary data Secondary data – advantages & disadvantages. and steps involved. 10. essentials of a good questionnaire. 4. Sampling – Meaning . questionnaire – advantages & limitations. Importance & types of research 2. 3. parts & types of the table . functional areas of management. Process of formulating research problem • Defining problem • Hypothesis formation • Sources • Qualities of workable hypothesis • Importance of Hypothesis 5. 7. Concept of Research – objectives. Motivation . Interview – meaning & role. Scaling – Techniques used in social research – classification of scaling. Objectives . 12.
Personality and emotion Personality –meaning and nature – characteristics of personality. Kothari 4. Introduction to consumer behaviour –Definition of consumer behaviour applications of consumer behaviour -Consumer behaviour and marketing strategy behaviour. (6hrs) 7. Gupta & V. Pictographs. Group Dynamics and consumer reference groups. focus groups. Research Methodology Dr. Statistical Computing S.the adoption process – consumer innovativeness and personality traits. Polygon.C. Layout of report.VALS2 Stadford model (4. Report writing.5hrs) 5. Kapoor 3. personal interviews. Gupta 2.Howard Seth model-Nicosia model-Engel Blackwell model.R. Consumer segmentation-bases of segmentation-demographic. Consumer modeling-Economic model-psychoanalytical model – sociological model. Michael 5. Business statistics-Leonard J.P.types of groups relevant to consumer behaviour information –normative-identification-kind of influence-diffusion of innovation the diffusion process . Bar & pie charts. Influence of social class -Definition and meaning of social stratification-factors responsible for social stratification-characteristic features of social classes.meaning of perceptionperceptual process-factors responsible for perceptual distortion.5hrs) 4. LearningWeber’s law-Classical conditioning-operant conditioning-marketing implications. V. Statistical Maps 15. Mathematical Statistics S.5 hrs) 3.Components of learning process.5 hrs) 2.personality influences and consumer behaviour – . Research Methodology C. Essential qualities of research report Recommended Books: 1. Individual determinants-Perception-factors in perception.P.definition and meaning of group – reasons for formation of group.kazmier 6.stages in the development of personality.social influence on consumer behaviour ( 6hrs) 6.10 presentation of data types of diagrams – Histogram. (1. projective techniques (1. External influences-Culture-subculture-social class-family lifecycle stages and its Marketing implications. Use of computers in research. Steps. Complete Business statistics-Atzel (106) CONSUMER BEHAVIOUR 1.K. behavioural benefit (1. Consumer research-Primary and secondary methods-tools used-survey.
consumer delight. Motivation – needs . Consumer decision making process ( 3 hrs) (3 hrs) 11.Three main types of conflicts.affectbehavioural intention-attitude changing strategies. Consumer market demographics in India . 2004 9.Properties of motivation. 8/e 8.Attitude and behaviour. Best.concept – relationship between attitude and behaviour.Attitudes-definition beliefs. Cross cultural marketing – Robert Rugimbana and Sonny Nwankwo 12. Self concept. Leslie Lazar Kanuk – Pearson / PHI. Consumer behaviour -Schikkman Kanuk 2. 2004 7. ( 4.Gardial 5.11 Self concept -. Mittal – Thomson.dynamic characteristics of motivation – consumer imagery and perceived risk.Edited byS.Woodruff and S.Elaboration Likelihood model and celebrity endorsements (3hrs) 9. Competitive advantage through customer value Information – Customer value determination process .F. Customer Relationship Management – Peeru Ahmed & Sagadevan – Vikas Publishing 13. Conceptual Issues In Consumer Behaviour Indian Context – S Ramesh Kumar – Pearson.factors involved in attitude formation( 6hrs) 8. 9/e.Paul Peter . situational influences and lifestyle-overview 10. Customer Behaviour – A Managerial Perspective – Sheth. Consumer Behaviour . Consumption and post purchase behaviour: Consumer satisfaction concept. Coney – TMH.5 hrs) BOOKS RECOMMENDED 1. 10. Consumer Behaviour – Hawkins. Consumer Value Delivery Strategies.J.Measuring customer satisfaction. Consumer behaviour -Walker 4.goals. cognitive dissonance.Albert Della Bitta 6. Consumer Behaviour In Indian Perspective – Suja Nair – Himalaya Publishers.L. hard core behavioural perspective-social learning perspective-cognitive approach-biological approach-rational expectations psychoanalytical perspective-Maslow’s hierarchy of needs.Rao 3. Consumer behaviour -Davis Louden . 11. Consumer Value. Understanding your customer -R. Consumer Behaviour – Leon Schiffman.
Lesikar 6. Interview techniques. Business Communication . Essentials of Business Communication . Effective listening skills. downward and interactive communication in organizations. ii. iv. Negotiating with Customers vii. Written Presentation. Graphs etc. Business Meetings. 6. Business Communication and Report Writing . Communication networks i.C. Essential requirements of a meeting. Different parts of a Report and Report Writing. Business Correspondence and Report Writing .Sharma 2. Business Conversation v.R. Dressing for Work iii.Balasubramanyam 3. iv. Initiating Interactions ii.12 (107)BUSINESS COMMUNICATION 1. v. iii. Barriers in Communication. i. iii. Writing notices for a meeting. ii. Introduction to Communication i. interpersonal communication. Types of Meetings.e.R. Use of Charts. Types of Communication: Verbal communication (written and oral) and nonverbal communication (kinesis or body language and paralanguage). Lesikar's Basic Business Communication . Teleconferencing. Meaning and Importance of Communication.Sharma. iv. ii. Entertaining Customers Books Recommended 1. Rai . iv.M. Audio and visual aids. Oral Presentation. 4. 5. Business Communication – by Urmila Rai & S. Managing Appointments vi. formal or Grapevine/informal communication. Internet. 2. Mohan 5. Forms of Communication: Upward. Layout of a Business letter and different types of letters and letter writing ii. Communication Skills i.Pal and Kolahalli 4. ii. Business Etiquettes i. Modern method of Communication i. Enhancing Communication Using Non-verbal Cues iv. iii. Proposals.M. iii. Minutes of a meeting. Written Communications in Business Organisations i. 3. iii. Writing e-mails and memos.
. Introduction to world wide web –Internet operations-Online marketingAdvantages and disadvantages-Problems in online transactions -Indian Scenario Reference Books. Fundamentals of Information Technology: V. Types: Single user and Multi user-DOS and Windows Operating system-How to use operating systems 4. Networking-Concept. Excel. General overview of these and latest application software 3. 1. Tannenbaum 6. Software and Hardware-Differences –Types of Software-Various application software : Word.French 3. Paint brush. Power point. Introduction to Networks: A. Rajaraman 2. Advantages. Introduction to computer science: ITL Solution series 5. Computer Studies : C.The objective of this subject is to give basic idea to the students about the following areas. 1. Introduction to operating system: Milan Milen Kovic 4.13 (108) FUNDAMENTALS OF INFORMATION TECHNOLOGY This paper is for internal evaluation. Introduction to Computers – Peter Norton.Input and output devices 2. Operating systems-Function. 5. Introduction to computers-Basic parts-hardware parts and its functions. Disadvantages.
7.Four I’s of services . Service Delivery Process – Service Blueprints – Service Mapping – Managing Employees for service orientation 6. (7 Ps of Services Marketing) 5. Services Marketing: Integrating Customer Focus Across the Firm .Handling complaints effectively .Service Industry –Nature of Services. Distribution Strategies for Services – Challenges in Distribution of Services 7. Services Market Segmentation – Positioning and Differentiation of Services 4. Customer Satisfaction & Service Quality in Service Marketing – Service Encounter -Role of HR & Internal Marketing . 12 Steps to success through service – Barrier Hopsor & Mike Scallig. Characteristics of Services. Cases to be incorporated in the Question Paper for 20 marks. Services Marketing – S M Jha 10. Inseparability and Inventory 3. Issues in Marketing of services – Extended Services Marketing Mix: Going Beyond the 4 Ps.Mary Jo Bitner . Classification of Services – Importance of Services Marketing . Strategic Services Management – Boyle 6. Cases-A minimum of 5 cases encompassing the above topics to be analyzed and discussed in the class. Essence of Services Marketing – Payne Adrian 2. e services – online Consumer Behaviour – Self service technologies 10. Foundation of services marketing – Introduction . Inconsistency. Personal Selling – Advertising and Sales Promotion in Service Industry 8. Marketing of Social Services of Non Profit Organizations.Zeithaml.The Growth in Services – Global & Indian Scenarios 2.Monitoring and Measuring customer satisfaction –SERVQUAL & GAP model . Distinctive Characteristics of Services . Services Marketing – Ravi Shanker 5. Books Recommended 1. Strategic Planning for Public Service and non profit organizations-Pergamon.A.14 SEMESTER II (201) SERVICES MARKETING 1.Services Marketing-Valarie. Technology & Strategy . Excellence in Services – Balachandram 9. 8.Service Failure – Recovery 9. Services Marketing : People.The services concept.Valarie A Zeithaml 3.Intangibility.Christopher Lovelock 4.
Retail Strategies – Differentiation strategies – Growth strategies – Expansion Strategies – Pricing strategies. Retail Management – Gibson Vedamani 4. Steward 10. Retail Management – Ron Hasty & James Reardon 8.buying behaviour – Segmentation – positioning 3.Electronic data exchange – bar coding – RFID – Electronic payment systems.Store layout – Types of layouts – Factors affecting store layout – Retailing image mix – Store Façade 6. Retailing Management – Swapna Pradhan 2. Retail Marketing Management – David Gilbert 7. Retail Communication mix – Sales promotion – Advertising . Retail Management – W. Cases/ Case lets to be incorporated in Question Paper Books Recommended 1. Retail Management – Analysis. Retail Marketing mix . Role of IT in retailing . Planning & Control – David Walters . Retail Location – Factors affecting retail location decision – Site selection – Factors affecting site selection – Steps in selecting site – Location based retail strategies 5.J.Retail consumer buying behaviour – types – factors influencing . The Art of Retailing – A. 8.Public relation – Personal Selling – Steps in planning retail communication 7. Store design – Interiors & exteriors . Retail organization structure – Major functional areas – careers in retailing 4. Retailing – Definition & Importance – Indian vs Global Scenario – Types of Retailing – Store Retailing – Non Store Retailing – Types of retail formats – Franchising in retailing 2.15 (202) RETAIL MARKETING 1. Retail Marketing Management – Swapna Pradhan 3. Channel Management & Retail Management – Meenal Dhotre 6. Lamba 9. Retail Management – Levy & Weitz 5.
8. Planning for major customers and sales Budget.16 ( 203 ) SALES MANAGEMENT & PERSONAL SELLING 1. Types of calls.Definition. Improving Sales Productivity Personal Selling: Basics. Objectives. Developing the Sales Force for Industrial Customers and Consumer products : .prospecting. diagnosis and corrective actions. Sales Management Handbook – Forsyth Ptrick 3. Value added selling Books Recommended 1. International Marketing – Robert Reed…….Recruiting.Richard Rstill Edward W.Sales Meetings. Sales leads. Selection and Training of Sales force: Procedures and criteria extensively used as selection tools for recruiting and testing sales ability. Strategies for selling-Gerald A. D. ( Monetary compensation. incentive programs as motivators. Sales Management : Definition and meaning. .Michaelson 10. Sales Management with Personal Selling Salesmanship (204) DISTRIBUTION MANAGEMENT AND LOGISTICS 1. Value added selling-Tom Reilly 11. Sales Management – Thomos 7. Non-Monetary compensation – fine tuning of compensation package. Cundiff 6. Industrial Marketing – Hichard M. Salesmanship-definition. their structure. Physical distribution . Sales Managers Functions and responsibilities. . Motivation and Job Satisfaction – M.Areas of sales Training : Company Specific Knowledge.Motivating the Sales Team : Motivation Programs . effective selling techniques. Performance measurement. Sales Research. Pestonjee 5. Sales Forecasting. Sales presentations. Importance – participants in physical distribution process 2. Marketing Channels – Definition & Importance . 3. Evaluating Sales Force Performance and Controlling Sales activities ( Sales Records and Reporting Systems ). Sales Management .. Professional Sales Management – Anderson. Sales Planning and control: Goal setting. Hill 9. 2. role of relationship marketing in personal selling. and Customer education. Sales Contests. Sales Organization : Need for Sales Organizations.Different forms of channels Functions of Marketing Channels . Sales Forecasting methods. tools for personal selling. Building a Winning Sales Team – Gini Graham & Scott 2. resistance selling process and skills for effective salesmanship. Hair and Bush 4. product knowledge Industry and Market Trend Knowledge. Specific Characteristics of a successful salesman. Sales Compensation. Supervising.
Sampling. Research in Advertising Decisions.Channel Conflicts & Techniques to resolve channel conflicts Cases/ Case lets to be incorporated in Question Paper Books Recommended 1. Consumer Panels. Rating & Ranking Scales. Scope. National readership survey. Telephonic Interview. Ratio. Gupta 4. Vertical. Personal Interview. Scaling techniques like Nominal. Likert. Methods of Collection Primary Data – Observation. Retail Store Audit. Sales And Distribution Management Text And Cases-Krishna K. Industrial Goods & Services – Integrated Marketing Channels – Horizontal.Havaldar.Performance appraisal of Channel Members –. Channel Management . Test Marketing. Ordinal. 4. Distribution Management – S. Marketing Management – Philip Kotler 7. Supply Chain Management – concept – significance – components – Order processing – Material Handling – Transportation – Warehousing – Inventory Management – Reverse Logistics 5. Thill 6. . Questionnaire design and drafting. Importance & Limitations of Market Research. Unconventional channels . L. & Non Govt. Objectives. Eliton 3. Marketing Audit. Multi channel marketing Systems . Channel Management & Retail Management – Meenal Dhotre 5. Nature. Focus Group Interviews. Secondary data – Advantages & Limitations.International Marketing Channels 4. Internet Interviewing. Introduction to Market Research Types of Research – Basic & Applied. 2.Channels for Consumer goods. Perceptual Map. Probability and Non Probability Sampling. Marketing – Bovee. Mail. Sources.Cavale ( 205 )MARKET RESEARCH 1. Semantic Differential. Sampling methods.Sample Design. 3.Functions of Wholesaler – Wholesaler Marketing Decisions – Trends in Wholesaling 6.17 3. Vasant M. Interval. Data Base Marketing. Primary Data – Advantages & Limitations.Channel Selection Process & criteria . Sales and Distribution Management – S. Wholesaling – Importance & Types . Questionnaire & Scaling Techniques. Channel Management –Stern – El Ansary 2. Sources – Govt. Sources and collection of Marketing Data. Market Research Techniques.
relationship marketing and marketing strategy 5. Relationship Marketing-S. Business research Methods-Donald R. Handbook of Relationship Marketing-Jagdish Sheth.18 5. Marketing Research by Ramanuj Majumdar 2. focus group interviews. Data collection methods. Leading Through Relationship Marketing-Richard Batterley 3.Jagdish Seth. Donald Tull. Market research-G. Relationship marketing and distribution channels. Marketing Research by Mishra 3. 5. Relationship marketing in Mass markets. questionnaire construction. test marketing. Marketing Research-Rajendra Nargundkar(Tata Mc) 7.G Shainesh .Atul Parvatiyar 2. Conceptual foundation of Relationship Marketing. Reference Books 1. 6. One project for consumer durables and one for non durables to be discussed. 6. Illustrations/cases to be discussed for following topics of above mentioned chapters. 6. Role of Information Technology in building. Relationship marketing in Consumer markets 3. Marketing Research by MV Kulkarni 4. maintaining and enhancing relationships 7.Shajahan 4. Steps in formulating Market Research Projects. sample design.Atul Parvatiyar. Research for Marketing Decisions by Paul Green.C. evolution of relationship marketing. Marketing Research by DM Sarawte. 8. Setting up & Implementation of Marketing Research Project. Customer relationship Management . Customer profitability design and analysis Books for reference: 1. internet interviewing. scaling techniques. Relationship marketing of Services Vs.Beri (206 )RELATIONSHIP MARKETING 1.Cooper. its significance in Indian context 2. Buyer seller relationships. 4.
Economic Environment of Business by M. Himalaya Publishing House. Evaluation of the approach to the 11th five year plan of India. Changing sectoral pattern of the Indian Economy. 5. Functions and working of institutions operating in money market and capital market in India. Policy of disinvestment. 5. New Delhi. Secondary and Tertiary Sectors. Business Today. 6. .19 (207) INDIAN ECONOMIC ENVIRONMENT 1. Foreign Trade Policy of India. Mini Tab for data analysis and representation. Structure of the Indian Economy : Primary. Sultan Chand & Sons. Inflation. One can also refer to Economic Survey. Business World. Analysis of current problems like . 4. Evaluation of Industrial Policy of India after 1991. S Chand & Co. 7. 2. SEZ. Latest references and events can be studied from journals and periodicals like Business India. sickness of Industries. 3. New Delhi 2. The students should use statistical packages like SPSS . Indian Economy by Dutt and Sundharam. Himalaya Publishing House. Economic Legislations : a) MRTP b) FERA and FEMA c) Consumer Protection Act d) Competition Bill Recommended Books : 1. Adhikary. Indian Economy by Misra and Puri. Economic Times etc. Critical assessment of the policy of privatization. New Delhi. Planning in India . ( 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. published annually by Government of India. Scope and appraisal of economic reforms in India.Achievements and Failures of Planning. poverty. liberalization and march towards globalization. Mumbai 3.unemployment. Mumbai 4. Economic Environment of Business by Misra and Puri. black money. The respected faculties are expected to conduct Viva on the field study conducted.
International Marketing by Cateora 2. Objectives of International Marketing Challenges and opportunities in International Marketing Underlying forces of International Marketing. their merits and demerits 5. Global Marketing Strategies by Jeannet 4. International Marketing Management by Subhash Jain 5. Socio cultural Environment.. International Business Environment-Francis Cherunilam 7. Challenges in International Marketing. Country Risk Analysis 3.Johanson . Brief introduction to physical channels of distribution for International Markets. Basic product strategies Global product designing-factors involved 6. Legal and statutory framework. One case study to be put as a compulsory question in the final written examination Books Recommended for International Marketing 1. International marketing-Cateora Graham(Tata ) 6. Foreign Market Entry strategies.20 SEMESTER III ( 301 )INTERNATIONAL MARKETING 1. Difficulties in designing International Distribution channels 8. Research Significance of Desk Research(Secondary Data) in International Marketing Research 4. Research Process of International Marketing. Decisions and factors influencing these decisions Uniform pricing V/s Market by market pricing 7. Merits & demerits of standardized global advertising theme. Global Marketing Environment—Economic Environment. Concept of International Marketing and its scope. International Pricing. Motives behind going International 2. MNE and lifecycle of its products. Global Advertising –Issues and challenges. Global Marketing-Foreign Entry. Global Marketing Research and information System. Push V/s Pull Strategies for International Markets 9.Local Marketing and Global ManagementJohny K. Need for Environmental analysis. Global Marketing Management by Warren Keegan 3. Minimum 5 case studies encompassing above listed topics to be solved in the classroom.
Sujan and Haish Sujan 2. State Commission . Caveat emptor and its exceptions. Consumer Protection Act.1999 : Procedure for registration of a Trade Mark. Promissory Note. 28 to 32) Offences. Rights of True owner. effects of Registration ( Sections 3 to 17. Saharay 3. Value Added Tax : Fundamental provisions. Goods. Mercantile Law N. Commercial and Industrial Law Arun Kumar Sen. Bill of Exchange. Jitendra Kumar Mitra . K. food and drug adultration. R. Business and Economics Laws H. 138 to 142) 7. Negotiable Instruments Act. Indian Contract Act. Shriniwas 5. duties and responsibilities of Principal and agent 2. Rights of an unpaid seller 3. Consumer. Labeling and packaging. implications for marketing 8. 18 to 26. patents and trademark. Elements of Mercantile Law M. Distinction between Sale and agreement to sale Distinction between condition and warranty Doctrine of ‘Nemo dat quad Non habet’. D. 1986 Definitions of Complainant. vets and measures Books Recommended 1. Legal provisions related to the following: Copyright. Shukla 6. Sale of Goods Act.1 to 10 Ingredients of a valid contract Free consent . C. A.2000 6. 1872 : Sections .21 (302) LAWS RELATED TO MARKETING 1. Consumer dispute Provisions regarding District Forum. Complaint. Kapoor 4. Trade Marks Act . Information Technology Act. Marketing and the laws M. National Commission 5. 1930 : Definition of Sale.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. Penalties in case of dishonor of certain cheques for insufficiency of funds (Sections. 1881. Trade and Merchandise Marks Act T. penalties (Sections 101 to 108) 4. Crossing of cheques.
Factors influencing Advertising Budget. Financial planning process.the value of IMC plans. Management of financial services. Financial services-MY Khan-(TaTa) (304) MARKETING COMMUNICATION 1. Retail bank products-Meaning of banking business. introduction to Various bank products Selling bank products . Credit cards. understanding the financial products 2. 5. Mutual funds Vs.Media Types and Media mix. Integrated Marketing Communication. custodian. Books for Reference: 1.introduction to IRDA.Functions of advertising. Insurance-Meaning.Impact of technology on bank marketing. Introduction to the role and responsibility of Asset management company.Concept of Copy. Overview of various financial services in India 3. Risk management –Strategy to cover risk .22 ( 303 ) FINANCIAL SERVICES MARKETING 1. 5. Debt funds and types of Debt schemes.Types and Techniques of Sales Promotion 4. 4.Avdhani 3. Advertising. Types of equity funds/Growth funds. and the process- Relationship between Study of Consumer’s Behaviour and IMC Plan 3. Advertising Appropriation.concept of cross selling . Marketing Financial services-Mary Ann Pezzullo 2. 2.Concept MarketingCommunication Mix . Mutual funds-Meaning. Advertising Media.Objectives and Perspective: AIDA & DAGMAR. Introduction to housing finance. history and current market scenario –Indian and global. Creativity in Advertising. Other investments. Types of mutual funds. Fund Structure. sales distribution channels. 6.Copy Writing and Copy Research.Message: Design and Evaluation 7. Marketing of Financial services:V. Registrars.various types of insurance.Merchant banking. Theme and Appeal. advantages . Venture Capital Funds .Classification of advertising.Media Selection. Sales promotion. concept of hybrid funds. Planning and Strategy 6.A.Methods of Advertising Budgeting .Relationship between Sales promotion and advertising.
Other Marketing Communication Media. Recommended Books: 1.A. 6. Cases/ Case lets to be incorporated in Question Paper . Advertising Management. Carrying out Research Activities on Media Types. Advertising and Promotion: S. Promotion and Marketing CommunicationBy Clow Baack 2. Sales Promotion: M.Batra.A.Personal SellingOnline Marketing.Functions and Selecting an Ad Agency.A. Managing retail loss and inventory shrinkage – Shop lifting – Employee theft.Chunawala (305) RETAIL OPERATIONS MANAGEMENT 1. Media Planning.Manendra Mohan 4.Ad agency.N.Event management. Advertising Sales and Promotion Management-S. Category management – definition & components – process – manufacturer’s brands Vs private label brands. Advertising Business. Media Mix. Types of agency. Retail supply management – Definition & Scope – Integrated supply chain planning 2. Visit to various Advertising Agencies and understanding flow of Advertising Process. Advertising Management.Chunawalla 6.Movies and Documentaries 10.Agency-client relationship 9. CRM in retailing – process – planning and implementing loyalty programs. Moral and Ethical Issues in Advertising.Chunawalla and Sethia 3. Social Implications of Advertising. Advertising and Promotion. Integrated Advertising.Mishra 7. Myers & Aaker 5.Public Relations.George Belch and Michael Belch 8. Merchandising – Definition – Steps in merchandise planning – Merchandise hierarchy – Range planning – Buying process – Vendor development – Evaluating merchandise performance 3. Emphasis on Case Studies on Marketing Communication Mix designed by various organizations. 4. Foundations of Advertising: S.23 8. Store administration – Floor space management – Planogram – Managing store inventories – Quick response inventory Planning – Managing displays – Cashiering process – Managing in store promotions and events 5.
writing of language. Internet promotion: advertising: types. Chinese . 5. communication. direct marketing. PR.J. Retail Marketing Management – Swapna Pradhan 3. The course syllabus should have contents like Basic reading . French . Consumer behaviour: flow theory. effectiveness. integration. 3. different commercial models. Retail Management – Levy & Weitz 5. Retailing Management – Swapna Pradhan 2. how the Internet is changing consumer behaviour. and procurement. The institute should arrange for Project Viva and Presentation. Spanish ) offered at the Institute. diverse roles of websites. web surveys. It should also give contents upon the Business scenario in specific region and culture of that country. Planning & Control – David Walters (306) PROJECT WORK The students should submit the Project Report based upon the Summer training done by him. cybermediaries. 7. Japanese . Lamba 9. Business to Business: Intranets. online shopping. Steward 10. 2. development of ecommerce. The Art of Retailing – A. Channel Management & Retail Management – Meenal Dhotre 6. Retail Marketing Management – David Gilbert 7. ( 308 ) VIRTUAL MARKETING 1. Internet retailing: reducing role of location. recruitment. MEGS. Role of the Internet: technological development. Internet market research: secondary research. measurement. 4. Retail Management – W. affiliation marketing. . Internet communities. Retail Management – Ron Hasty & James Reardon 8.24 Books Recommended 1. Internet strategy: virtual value chain. Retail Management – Gibson Vedamani 4. Retail Management – Analysis. and Extranets. Email surveys 6. Internet branding and loyalty. Hoffman’s Many-to-Many model. ( 307 ) FOREIGN LANGUAGE The students are expected to learn any one of the foreign languages ( like German. word-on-line. dis-intermediation. online focus groups. exchanges.
eSterne. International Thomson Publishing 4. Prentice Hall. Dryden. (1999) Net Worth. K.25 8. Prentice Hall. Mayer.Wiley. Hagel. SMS. Website design: website design guidelines. Hanson. interactive appliances. (1999) Marketing on the Internet. J and Singer M. Chaffey. J. 7. 2. PDA. 6. Siebel. McKinsey. mobile Internet. and Frost R. (1999) World Wide Web Marketing. 5. best practice. Convergence and future development: interactive TV. Suggested Books: 1. Ellis-Chadwick (2000) Internet Marketing. (1999) Futurize your Enterprise. 3. groupware. 2nd ed. Reedy. D. (2000) Electronic Marketing. J. Zimmerman. Johnston. building traffic. Straus. J. . (1999) Principles of Internet Marketing. John Wiley & Sons. W. Schullo.
26 SEMESTER IV (401) BRAND MANAGEMENT 1. People and organization.Kapfere. Setting objectives & alternatives. Brand Management Financial Perspectives. Jean-Noel 4. Design of manufacture.Steps of brand building. Market Potential & Sales Forecasting. Types of Products.Product Vs Brands. Defining and establishing brand values.Product Personality.Methods of estimating market and sales potential. . New product development. Product Development. Branding Concepts. The brand equity concept.Pati. Brand Management. Naveen 5.Chaturvedi.Brand Development: Extension. B. 3.Changes affecting product management. 5.What is a Product.Forecasting target market potential and sales.Managing brand over time.Product Differentiation and Positioning strategies 4. Product Mix.Brand hierarchy. 2.Product Line. Goods and services. Designing & Sustaining Branding Strategies.What is a Product. Rejuvenation. Identifying and establishing brand positioning.Establishing a brand equity management system. Sales forecasting.Ray. 7. Product Management. Product strategy over the lifecycle.What is a Brand. Brand Positioning Strategies for Competitive Advantage. Brand challenges and opportunities. Competitor analysis.M 6. Retailer and distributors. Debashish 2. Co-branding. 8. 6. planning for involvement in international market. Identity and image. Re launch. Brand Management Perspectives and Practices. Brand Positioning & Brand Building. Brand Leveraging & Brand Performance. Total Brand Management: An Introduction.Das. measuring sources of brand equity and consumer mindset. The New Strategic Brand Management. Brand portfolios and market segmentation. CASES/CASELETS TO BE INCORPORATED IN QUESTION PAPER Recommended Books: 1.Developing Product Strategy. Brand extension and brand transfer.Factors influencing design of the product.Subrato Sengupta 3. Customer analysis. Branding strategy.Brand knowledge. celebrity endorsement.
Price. 4. Planned or unplanned strategy withdrawals / obsolescence. . Business Policy & Strategic Management – Azar Kazmi 3. Promotion and Distribution. Promotion and Distribution as well as People. Marketing strategies for IT and ITES industries. Recommended Books: 1. Marketing Strategy. Objectives and Goals of business and their relationship with Strategic Marketing Management. Contingency / alternative strategic planning.Rural and export marketing strategies. 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. Process & Physical Evidence) for different business sectors. 2. Mission.(One contemporary case study to be incorporated in the question paper) One case study on each of the strategy initiatives (Product. 5. For contemporary case studies students should refer to the periodicals and journals. . Strategic Marketing-David W.Strategy Definition 3. GE 9 Cell Model as basic foundation of Strategic Marketing. Considerations for formulation of marketing strategies for all components of Product.Phillip Kotlar 2. 7. Specific strategy initiatives – New product development and introduction strategies. & Services. 6. GAP Analysis – Competitive Analysis – Porter’s 5 forces Model of competition.Nigel f. Price. Case Studies in Strategic Marketing Management: 6. Mullins Larrech 5. BCG Matrix.Cravens . Strategic Marketing Management – Objectives & concept of Strategic Marketing Management .Piercy 4. Planning & Control: . Strategy Formulation – Vision. Marketing Strategy Evaluation – Marketing Audits & their scope – Measurement of Marketing Performance and its feedback to next year’s Marketing strategy formulation. Brand Strategies in FMCG markets. Constraints in marketing strategy implementation. TMH Ed. Strategic Marketing analysis – SWOT Analysis. Marketing Strategy Case Studies . Industrial.27 (402) STRATEGIC MARKETING 1. Marketing Management: Analysis.Boyd Walker.
Financial and fiscal incentives provided by government and foreign exchange facilities provided by RBI and EXIM Bank 8. 4. Foreign Exchange and Risk Management by C. Essentials of Export Marketing by S.Jeevanandam-Sultan Chand Publications 3. Advantages and disadvantages of Exporting as a Market Entry strategy 2. Preliminaries for starting exports. certificate of shipment. semi government and autonomous organizations for exporters. External commercial borrowings (ECB).S. Books Recommended for Export Procedures and documentation 1. certified invoice. Post-shipment finance. 6. consular invoice. shipping advice etc. International Marketing by S.A.Rathore 7. Institutional support from Government. bill of exchange. sending overseas samples. packing list.Rathore. Export-what. weight note. Insuring goods against marine risks.J. appointing overseas agent 3. International Trade and Export Management-Francis Cherunilam . Types of LC 5. Chunnawals 5.S. customs invoice. Export Marketing by Francis Cherrunilam 4. 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. manufacturers certificate. Understanding Foreign Exchange rates and protection against their adverse movement 7.where and how’ by Parasram 6. Facilities and incentives relating to exports. Letter of credit (LC). Arranging Finance for Exports Pre-shipment Finance. Nabhi’s ‘How to Export’Nabhi Publications 2.28 ( 403 ) EXPORT DOCUMENTATION & FOREX MANAGEMENT 1. antiquity certificate. Registration of exporters. Exim bank finance.
Channels (3) 2. mobile and SMS .kiosk marketing (3) 6. costs and response. limitations – variants of Direct Marketing. function.Concept. Integrating Direct Marketing Media: The role of brands and personalized marketing communications .formats. Real-time data collection for the website. its value and management. processors. data sources. growth & benefits. Direct Marketing & Interactive Marketing: Direct marketing. business intelligence appliances. Customer data. Direct marketing in real-time – interactive marketing.Media channels in a multi media age . (4) 5.Unique characteristics of addressable media (direct mail. sales force automation. interaction.Online web advertising and email/permission marketing (3) 7. Data-driven marketing planning – Introduction to CRM and e-CRM. inserts and door-to-door . email. fax. 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.Press. .the advance in digital marketing . (4) 4. Direct mailing. data warehousing.Catalysts of change in modern marketing – From distance selling to interactive marketing. phone. campaign management applications.Interactive TV.Consumer and Business Mailing Lists.29 (404)DIRECT MARKETING 1. SMS) .structure. The key principles of targeting. customer acquisition. Technology mediated marketing channels . development and retention. customer interaction and contact centre applications.Building brands through response and optimizing integrated communications – Differences between direct marketing media and non-direct media. software. Technology that enables Direct & Interactive Marketing: Core marketing technology components. Direct marketing vs.lists.Data fusion – marketing research and the customer database -Setting up a customer database . duplications.Trade fares f) Catalogue Marketing g) Direct Mail h) Company showrooms.factory outlets-own distribution. different types. The Impact of Databases .Automatic vending machines.Direct response methods. costs.Home shopping/ teleshoping networkCreating Direct Mail Advertising .Increasing use of Web-based retailing (4) 3. privacy . Traditional Methods of Direct Marketing: a) Telemarketing b) Multi Level Marketing (MLM) c) Personal Selling d) Automatic Vending Machines e) Exhibition .Main tasks – lead generation. marketing thru. control and continuity.
30 Books Recommended: 1. Nature of Industrial Marketing: Industrial Marketing Vs. Types of Industrial Products: Major Equipment. operating characteristics – manufacturers’ and sales agents – Brokers .Assemblies. Consumer Marketing Relational approach to Industrial Marketing. Factors influencing Organizational Buying: Buying Roles. Standardized and Non-standardized parts. technology – competition – operating capacity – shift in location of customers – government controls – changes in level of business activity 6. Accessory Equipment. Organizational Buying Decision Process. The Buy Grid Model.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. Hillstrom's Database Marketing by Kevin Hillstrom 3. Successful Direct Marketing Methods-Bob Stone and Ron Jacobs. Pricing for Industrial Products – Pricing Objectives . Industrial Product Decisions: Industrial Product Life Cycle –Industrial Product Mix determinants viz. 2. The Organizational Buying Decision Process 5. Environmental & organizational Influences 4. Raw and Processed Materials. Operating Supplies. Industrial services 3. 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 . Channel Structure for Industrial Products – Geographical.The Nature of Industrial Demand & Industrial Customer 2. Organizational Influences on Buying Behaviour: Buying Roles. Component Parts and Sub. size. The Engaged Customer-The New Rules of Internet Direct Marketing by Hans Peter Brondmo (405) INDUSTRIAL MARKETING 1.Channel Logistics 7. Purchasing systems – Auctions-Documentation – bids – order placement – follow up – receipt and inspection 9.
Rural marketing – Features. Agribusiness –Emerging Branches.Dr. Agribusiness Management in India –Text & Cases . Scope. Cases/ Caselets to be incorporated in Question Paper 2. Cross 2. Godrej Adhar. Scope and Limitations (4) 2. Industrial Marketing – Hill. Alexander.31 Books Recommended: 1. Role of Agriculture in Economic Development of India –Role of Government in Agricultural Development (4) 6. Reeder 3. Cooperative Marketing –Concept. Industrial Marketing – Hawaldar (406) Rural and Agricultural Marketing 1. Differences in Agricultural and Consumer Marketing. S Acharya and N L Agarwal -Oxford & IBH Publishing Co Pvt Ltd Calcutta 2. Functions – Reasons for slow progress of cooperative sector (4) 8. Recommended Books – 1. Numbers in brackets indicate number of sessions of 60 minutes each. History. Innovative Distribution Channels like ITC E-choupal.Non Conventional forms of Agribusiness – Export potential for farm products -Supporting Services (4) 7. Constraints in Agricultural marketing (4) 5. Significance.e. Concept and Objectives. Cold Chains. Agriculture Marketing –Definition. Subhash Bhave . HUL Shakti (4) 4. Planning and Control – Reeder. Organized procurement & warehousing (2) Note: 1. Segmentation in rural marketing – Classification of products and services in Rural marketing – Marketing Mix for rural products (4) 3. Industrial Marketing – Analysis. Industrial Marketing – P K Ghosh 4. Brierty. Advantages & Limitations of Organized retailing in Agri Inputs and Outputs (2) 9. Agricultural Marketing in India – S. SCM In Agri Business i. Recruitment of Human Resources in Agri marketing and new trends in Agri Marketing (2) 10.
innovation. Innovation Theory by Schumpeter & Imitating Entrepreneur Theory of Hoselitz ii. observe. Traits Attributes and characteristics. Scheduling and milestones. 2. Organisation & Management. X-Efficiency Theory by Leibenstein iv. and interact with them.Total Lectures: 40 of 1. Theory of Social change by Everett Hagen c.32 (407 ) Entrepreneurship Development & Project Management [Marks: 80 . Organizing etc. The paper would help to understand ‘management’ in a holistic manner. Economical. creativity. skills of successful Entrepreneur e. 3. Marketing. as it would include every aspect of the business like Finance. H R. invention. Critical risk contingencies of the proposal. Market Analysis. Logistics. Entrepreneurship. Opportunities through change.00 Hr. each] Objectives of the paper: 1. 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. those who build the economy . Theories of Entrepreneurship: i. Students would understand and appreciate the contribution of the entrepreneurs. Entrepreneurship Development Cycle 1.2. Personal f. Manager. Factors affecting Entrepreneurship Development: Social. Theory of High Achievement by McClelland iii. b. The syllabus: 1) The Entrepreneurship development Perspective. Entrepreneurial culture with special reference to Intrapreneurship / Corporate Entrepreneurship. Development of product / idea.Roles. Concepts of Entrepreneurship Development Definition of Entrepreneur. 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. Marketing. Intrapreneur / Corporate Entrepreneur – comparative study . 4. entrepreneurship as a career. Political. in connection with each other. a. Responsibilities. Business Idea. Ownership. Entrepreneur. Business Planning Process Elements of Business Plan. 2) Creating Entrepreneurial Venture 1. .1.meet. Career opportunities d. Finance. Objectives. Theory of Profit by Knight v. Role of Entrepreneurs in Indian economy and in employment generation g.
SISI – Small Industries Services Institute 3. authorities of financial institutions.1. Role of Central Government and State Government in promoting Entrepreneurship with various incentives.33 3) Project Management 3.Shrinivasan . Hisrich. DIC – District Industrial Center 2. Sahay. Dollinger Entrepreneurship – Robert D.L. Kurt A.1. Entrepreneurship: Education. Venture Capitalist 4) Entrepreneurship Development and Government 2.S. S. turnaround ventures should be discussed in the class. ICICI.1 Reasons for Low/No Women Entrepreneurs 4. Drucker • Entrepreneurship and Small Business Management – Siropolis • Entrepreneurship Development in India – Dr. Financial. EDII – Entrepreneurship Development Institute of India 4. SFCs. A. Entrepreneurship: New Venture Creation – David H. Prospects and means to improve their prospects. Dean A. Michael P. Technical. Role of the following agencies in the Entrepreneurship Development 1. Dilip M. N. Women Entrepreneurs 4. Government officials should be organized Changes Suggested: Books Recommended: • • • • • • • • • • Dynamics of Entrepreneurship Development – Vasant Desai.2 Role. – with special reference to ‘Export oriented units’ 2. Research and Practice – A.3. Exercises / activities should be conducted on ‘generating business ideas’ and ‘Identifying problems and opportunities’ iii. Problems.Gupta Entrepreneurship: Strategies and Resources – Marc J. Hisrich. Michael P. Peters. grants etc.Chhikara • Innovation and Entrepreneurship – Peter F. Interactive sessions with Entrepreneurs.2. Sahay. Peters. Nirjar Entrepreneurship As Strategy – G. ------------------------------------------------------------------------------------------------------Note: i. Marketing Personnel and Management feasibility Reports 3. SIDBI. Case studies of Entrepreneurs – successful. ii. IDBI.P. C.Gupta. NIESBUD – National Institute of Entrepreneurship and Small Business Development 5. Sarwate New Vistas of Entrepreneurship: Challenges & Opportunities – A. Dale Meyer.B. Venture Capital Funding. subsidies. M. Holt Entrepreneurship Development New Venture Creation – Satish Taneja. 3. Financial schemes offered by various financial institutions like Commercial Banks. Shepherd Entrepreneurship – Robert D.2. failed. Dr. NEDB – National Entrepreneurship Development Board 5) 6) Why do Entrepreneurs Fail – elaboration on solutions for the problems. Heppard Entrepreneurship Development and Project Management – Dr.
6. Corporate Entrepreneurship – Vijay Sathe Corporate Entrepreneurship: Entrepreneurial Development Inside Organisations – Michael H. Women Entrepreneurs Exercises / activities Total 8 6 6 6 3 3 8 40 80 . 4. 8.34 • • • • • • • • • • • • Entrepreneurship: The Social Science View – Richard Swedberg The Culture of Entrepreneurship – Brigitte Berger. The Entrepreneurship development Perspective Creating Entrepreneurial Venture Project Management Entrepreneurship Development and Government Why do Entrepreneurs Fail – elaboration on solutions for the problems. 7. Rajat Khare Suggested Schedule for Marks Topic Periods Marks Weightage 20 15 15 15 15 1.Dr.Morris. 3. Donald F. P.Gurmeet Naroola Thought Leaders – Steven Brandt. Project management – K. Shejwalkar The Entrepreneurial Connection . C. 5.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. Entrepreneurship Development . 2. Nagarajan.
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