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The objective of this course is to develop an understanding of:
? The integrative role of all areas of management in business.
? The prescriptive and descriptive ideas of theorist¶s practitioners and researchers in the field.
? The principles of management and their relevance in business.
? The methods and techniques of strategic choice and strategic implementation over different industries
? Veasurement of performance in various business and effect of strategies
? ifference between traditional and contemporary business management



 

 
 

Concept of Planning, Evolution of Strategic Vanagement, Corporate Strategy, Patterns of Strategy
evelopment, Levels of Strategy, Competitive scope and value chain


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Vission, Vision and Business efinition, Environmental Threat and Opportunity Profile (ETOP), Industry
Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental analysis and
dealing with uncertainty, scenario analysis and SWOT Analysis.


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Traditional Approach -Strategic Alternatives, Various models like BCG, GE Nine Cell Vatrix, Hofer¶s Vodel,
Strickland¶s Grand Strategy Selection Vatrix, Basis of Choice; Vichael  Porter¶s Approach - Generic
competitive strategies, Cost advantage, differentiation, technology and competitive advantage, substitution,
competitor, complementary products and competitive advantage, strategic vision vs. strategic opportunism,
Coevolving and patching.


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Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of
offensive strategies.


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Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard ± Concepts and
applications in strategy implementation.

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? Azhar Kazmi, Business Policy and Strategic Vanagement, 2 nd Edition, Tata VcGraw Hill.
? Kaplan Robert & Norton avid P., 2001, Strategic Focused Organization, 1 st Ed., Harvard Business School
Press.
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? Pearce John A & Robinson R B, 1977, Strategic Vanagement: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & istributors.
? Aaker avid, Strategic Varket Vanagement, 8 th Ed., John Wiley and Sons
? Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
? Porter Vichael, Competitive Advantage: Creating and sustaining superior performance, Free press.
? Thomson & Strickland, Business Policy and Strategic Vanagement, 14th Ed., Tata Vc Graw Hill
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In this course, students will actively learn and practice job -related skills vital to becoming a successful manager
in contemporary organizations. Class sessions will consist of diverse exercises, self-assessments, role plays,
etc., which help students¶ evaluate and develop their skills. It will help the students to perform well at an
acceptable entry level in each skill area; and better interact with other students, faculty, alumni and industry
professionals.



 


 
 

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Business Service Performance Vanagement and Future Vanagers, managerial Competencies. Values for
managerial effectiveness and competencies in career development. Individual career goals and action plan.


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Industry scenario and identifying career opportunities. Key position competencies at entry level in different
industries and growth prospects. Career Recruitment / selection processes in various industries and
companies.


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iagnostic instruments. Steps in career evelopment, Career Counseling. Seeking, giving and receiving face-to-
face feedback. Strategies for improving managerial competencies. Opportunities and tactics for developing
managerial competencies.


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How to succeed in interviews, Vock interviews and Gs. Special focus areas. Career Clusters, Role of Ventor
in career development. Importance of Entrepreneurial and leaderrship skills in career development.


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Experience sharing of successful industry professionals, entrepreneurs, alumni and career specialists.

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? Kolb, Osland, & Rubin, 1995, Organizational Behaviour, Prentice Hall
? Greenhaus, Career Vanagement, 2004, Thompson Learning, India, New elhi


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There are certain phases of every Intern¶s professional development that cannot be effectively taught in the
academic environment. These facets can only be learned through direct, on-the-job experience working with
successful professionals and experts in the field. The internship programme can best be described as an attempt
to institutionalize efforts to bridge the gap between the professional world and the academic institutions. Entire
effort in internship is in terms of extending the program of education and evaluation beyond the classroom of a
university or institution. The educational process in the internship course seeks out and focuses attention on
many latent attributes, which do not surface in the normal class room situations. These attributes are intellectual
ability, professional judgment and decision making ability, inter-disciplinary approach, skills for data handling,
ability in written and oral presentation, sense of responsibility etc.

In order to achieve these objectives, each student will maintain and submit a file (   #(6) and a report
(  #((
).

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The Internship File aims to encourage students to keep a personal record of their learning and achievements
throughout the Programme. It can be used as the basis for lifelong learning and for job applications. Y
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The File will assess the student¶s analytical skills and ability to present supportive evidence, whilst
demonstrating understanding of their organization, its needs and his/her own personal contribution to the
organization.

The File is essentially a comprehensive documentation of how one proceeds while working on the assignment
and should be regularly checked by the faculty guide/ supervisor, issues discussed with the students, doubts if
any clarified and signed as having done so. This will form the basis of 

  
 of the project.

The File will include ?


 
in the order described below.

1. #  * ! 7 An Internship Experience Report For (Your Name), name of internship organization,
name of the Supervisor/Guide and his/her designation, date started and completed, and number of credits
for which the report is submitted.
2. 
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7An outline of the contents of the file by topics and subtopics with the page number and
location of each section.
3. 
 
 ± Short, but should include how and why you obtained the internship experience position and
the relationship it has to your academic/professional and career goals.
4.  8
" ± Should include a brief summary/ executive summary of the   #(*
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 that
the student has worked on, an  "  
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 in which the student is working, a
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  ; of the student¶s management skills and how they have been developed through the
programme, the daily tasks performed, major projects contributed to, dates and hours spent on a task,
observations and feelings, meetings attended and their purposes, listing of tools and materials and their
suppliers, and photographs if possible of projects, buildings and co-workers.
5. (( ± Include pamphlets, forms, charts, brochures, technical and descriptive literature, graphs and
other information related to your Internship experience.

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The   #( (
 is the research report that the student has to prepare on the project assigned by the
organization. (Incase a student is not assigned a specific research project in the organization, he has to select any
one aspect of the organization and prepare a research report on it). The lay out of the report should be as per the
standard layout prescribed by the organization wherein the student undertakes the Internship. In case, there is no
layout prescribed by the organization the following components should be included in the report:

â? 

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The title page should contain Project Title; Student¶s Name; Programme; Year and Semester and Name of
the Faculty Guide.

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Acknowledgment to any advisory or financial assistance received in the course of work may be given. It is
incomplete without student¶s signature.
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A good"Abstract" should be straight to the point; not too descriptive but fully informative. First paragraph
should state what was accomplished with regard to the objectives. The abstract does not have to be an entire
summary of the project, but rather a concise summary of the scope and results of the project. It should not
exceed more than 1000 words.

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Titles and subtitles are to correspond exactly with those in the text.

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Here a brief introduction to the problem that is central to the project and an outline of the structure of the
rest of the report should be provided. The introduction should aim to catch the imagination of the reader, so
excessive details should be avoided.

â?      #

This section should aim at experimental designs, materials used (wherever applicable). Vethodology should
be mentioned in details including modifications undertaken, if any. It includes organization site(s), sample,
instruments used with its validation, procedures followed and precautions.

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Present results, discuss and compare these with those from other workers, etc. In writing this section,
emphasis should be laid on what has been performed and achieved in the course of the work, rather than
discuss in detail what is readily available in text books. Avoid abrupt changes in contents from section to
section and maintain a lucid flow throughout the thesis. An opening and closing paragraph in every chapter
could be included to aid in smooth flow.

Note that in writing the various secions, all figures and tables should as far as possible be next to the
associated text, in the same orientation as the main text, numbered, and given appropriate titles or captions.
All major equations should also be numbered and unless it is really necessary, do not write in ³point´ form.

While presenting the results, write at length about the the various statistical tools used in the data
interpretation. The result interpretation should be simple but full of data and statistical analysis. This data
interpretation should be in congruence with the written objectives and the inferences should be drawn on
data and not on impression. Avoid writing straight forward conclusion rather, it should lead to
generalization of data on the chosen sample.

Results and its discussion should be supporting/contradicting with the previous research work in the given
area. Usually one should not use more than two researches in either case of supporing or contradicting the
present case of research.

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A conclusion should be the final section in which the outcome of the work is mentioned briefly.
Check that your work answers the following questions:
? id the research project meet its aims (check back to introduction for stated aims)?
? What are the main findings of the research?
? Are there any recommendations?
? o you have any conclusion on the research process itself?

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This should bring out further prospects for the study either thrown open by the present work or with the
purpose of making it more comprehensive.

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The Appendices contain material which is of interest to the reader but not an integral part of the thesis and
any problem that have arisen that may be useful to document for future reference.

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References should include papers, books etc. referred to in the body of the report. These should be written
in the alphabetical order of the author's surname. The titles of journals preferably should not be abbreviated;
if they are, abbreviations must comply with an internationally recognised system.

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6
   # 
Voravuthikunchai SP, Lortheeranuwat A, Ninrprom T, Popaya W, Pongpaichit S, Supawita T. (2002)
Antibacterial activity of Thai medicinal plants against enterohaemorrhagic Escherichia coli O157: H7. Clin
Microbiol Infect, o(suppl 1): 116±117.
6


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Kowalski,V.(1976) Transduction of effectiveness in hizobium meliloti. SYVBIOTIC NITROGEN
FIXATION PLANTS (editor P.S. Nutman IBP), 7: 63 -67

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? A4 size Paper
? Font: Arial (10 points) or Times New Roman (12 points)
? Line spacing: 1.5
? Top and bottom margins: 1 inch/ 2.5 cm; left and right margins: 1.25 inches/ 3 cm

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Continuous Evaluation by faculty guide 15%
Continuous evaluation by CRC 15%
Feedback from industry guide 35%
Report, Presentation & Viva Voce 35%

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µActions speak louder than words.¶ Every business communicator needs to understand the nuances of µbody
language and voice.¶ This course is designed to enable the young Amitian to decipher the relevance of Kinesics,
Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and
speeches.



 


 
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Principles of non- verbal communication
Kinesics
Proxemics
Paralanguage and visible code


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Pronunciation drills (Neutralizing regional pulls)
Conversational English
Guidelines to an effective presentation


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1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.

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? Business Communication, Raman ± Prakash, Oxford
? Business Communication for Vanagers: An Advanced Approach, Penrose, Thomson
? Business Communication, Krizan, Thomson
? Understanding Human Communication,9/e, Adler R Oxford
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This course aims to enable students to:
Understand the concept and building of teams
Vanage conflict and stress within team
Facilitate better team management and organizational effectiveness through universal human values.



 


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Team esign Features: team vs. group
Effective Team Vission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles


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Patterns of Interaction in a Team
Sociometry: Vethod of studying attractions and repulsions in groups
Construction of sociogram for studying interpersonal relations in a Team


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Types and evelopment of Team Building
Stages of team growth
Team performance curve
Profiling your Team: Internal & External ynamics
Team Strategies for organizational vision
Team communication


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Leadership styles in organizations
Self Authorized team leadership
Causes of team conflict
Conflict management strategies
Stress and Coping in teams


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Vanagement by values
Pragmatic spirituality in life and organization
Building global teams through universal human values
Learning based on project work on Scriptures like Ramayana, Vahabharata, Gita etc.


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Viva based on personal journal
Assessment of Behavioural change as a result of training
Exit Level Rating by Self and Observer
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? Organizational Behaviour, avis, K.
? Hoover, Judhith . Effective Small Group and Team Communication, 2002,Harcourt College Publishers
? LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New elhi
? ick, Vc Cann & Vargerison, Charles: Team Vanagement, 1992 Edition, Viva books
? J William Pfeiffer (ed.) Theories and Vodels in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer &
Company
? Smither Robert .; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers
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To furnish linguistic tools
? to talk about work and problems related to work
? to perform simple communicative tasks (explaining a set back, asking for a postponement of appointment, give
instructions, place orders, reserve)
? to master the current social communication skills
? oral (dialogue, telephone conversation)
? Written (e-mails, reply to messages)



 
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1.? manger au restaurant, comprendre un menu, commander
2.? engager une conversation téléphonique
3.? parler de sa formation, de son expérience, de ses compétences
4.? Raconter des événements passes
5.? consulter sa boite e-mails, répondre aux messages
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1.? identifier un problème, demander des précisions
2.? expliquer un contretemps, déplacer un rendez-vous
3.? demander de l¶aide (par téléphone, par e-mail)
4.? donner des instructions
5.? expliquer un problème, suggérer une solution


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1.? futur proche, articles partitifs, un peu de, beaucoup de, une bouteille de, un
morceau de«
2.? pronoms CO, venir de + infinitif, verbes appeler (au présent)
3.? passé composé avec avoir, affirmatif et interrogatif, savoir et connaître
4.? passé composé avec être, accord du participe passé, négation
5.? pronoms COI, être en train de
6.? ne«rien, ne«personne, ne«plus, ne«pas encore, qu¶est-ce que/ qu¶est-ce qui/qui
est-ce que/qui est-ce qui
7.? passé composé des verbes pronominaux
8.? si/quand+présent, ne«plus, ne «pas encore
9.? impératif présent (2) place du pronom et verbes pronominaux
10.? trop/pas assez, verbe devoir au conditionnel présent

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? le livre à suivre: Français.Com (ébutant)

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In the fast changing, dynamic marketing environment of 21st century, the role of salesperson has changed from
being seller of products and service to a solution provider. Today, sales manager are looked upon as corporate
team leaders who are able to manage sales across multiple channel formats. They are expected to coordinate
sales and distribution functions in order to achieve the goals of their organizations.

This advanced sales management program is meant to acquaint the aspiring sales managers with theories,
concepts, techniques and practices related to sales in this era of higher customer orientation of businesses.

? To introduce students to the concepts and theories of Advanced sales Vanagement


? To develop an understanding of important selling skills such as Negotiation and Problem Solving..
? To help understand the various facets of the role of a sales manager.



 


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Evolution of Sales Vanagement to modern day, Nature and importance of Sales Vanagement, Emerging trends
in Sales Vanagement, Selling Situations and Selling Skills, Negotiation & Problem Solving


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Strategic Planning for Sales, Forecasting Varketing emand, Forecasting Approaches, Buying Situations and
the Sales Process


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Sales Territories ±size & design, Sales Quota ±Type, Vethod & Problem


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Size of the Salesforce, Planning the Recruitment, Selection of a Salesperson


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 Vanaging the Sales Training Process, Votivating the Salesforce, Compensating the Salesforce, Controlling &
Evaluating the Salesforce


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Integrating Sales with Other functions of Vanagement, The Ten Commandments of Effective selling, Vaking
and Retaining Customers for Lifetime, Latest emerging trends and practices to be discussed.




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? Sales Vanagement By Tanner , Honeycutt, Erffmeyer , Pearson Education

 
?
? Sales Vanagement-E Cundiff and N Govini 5 th Edition. Prentice Hall of India.
? Sales and istribution Vanagement- Tapan Panda and Sunil Sahadev, Oxford, 2007
? Smart Selling, Christopher Power.
? What makes a good salesman, avid Vayer and H V Greenberg.
? Vanagement of Sales force, Stanton, Bursnick and Spiro
? Sales and istribution Vanagement-KK Havaldar and VV Cavale,2008. T V Hill

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To familiarize students with advertising concepts and strategies, the met hods and tools used. Enabling them to
develop advertising strategies and plans and to develop the judgment parameters required in product
management, to evaluate advertising.



 


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Advertising defined ± Nature, Scope, Types & Limitations of Advertising.
Role of advertising in Varketing Vix.
Advertising as industry.
Advertising agencies ± Client Agency relationships


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Setting Advertising objectives, Sales as an advertising objectives, AGVAR Approach.
Setting advertising budgets ± Vethods and factors, advertising and positioning.
Process of developing Ad Campaign.


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Creative Strategy, Vessage designing ± Style, Tone, Theme & Appeal.
eveloping story board and finalizing message structure, format, content.
Vedia strategy ± Factors of Vedia, types & levels of media planning. Process of Vedia planning.


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Pretest ± Types of various Pretest Vethods.
Post-test ± Various Tools & Applications.


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Concepts, Nature, Benefits and Limitation of Sales Promotion.
Types of sales Promotion Tools ± ealer Promotion , Consumer promotion and sales incentives.
eveloping Sales Promotion Campaign.


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Integrating the concepts with other functions of Vanagement
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

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?
? avid Aaker, Advertising Vanagement, Vyers and Batra

 
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? Vagazines, A&V, Brand Equity, Business World
? Wright, Winter, Ziegler, Advertising
? avid Ogilvy, Trout and Ries, Advertising
? Sandage, Fryburger, Ratroll, Advertising Theory & Practice
? SL Gupta, Advertising & Sales promotion, S Chand Publication.
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To understand how marketing for industrial good is different from the traditional marketing. To be aware of the
success stories and failures in Industrial Varketing.



 


 
Environment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer
marketing, organizational buying process and organizational buying behaviour, commercial and institutional
buying, Bidding, tendering, channel behaviour, industrial establishment. OEV and impact on pricing policies.


 
The strategic perspective in industrial marketing, the GE matrix, Vichael Porter¶s generic options theory,
economies of scale Vs economies of scope. Case iscussion.


 
Buyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions,
organizational buying environment, individual Vs group decision making and buying center influences.
Assessing the market reach, fragmented markets and their implications.


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Industrial marketing communications, advertising, publicity, sales promotion possibilities, the role of
exhibitions and domestic and international contacts, the marketing intelligence, role of VIS and SS and
evaluating the marketing strategies and performances.

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?
? V. Hill, Ralph S Alexander and James C Cross, Industrial Varketing by Richard.

 
?
? Vichael  Hutt and Thomas W Speh, Industrial Varketing Vanagement: A strategic view of business
markets
? Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
? Vagazines- Advertising and Varketing, Business World, Business India.

 



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Ever after the postindustrial era, services have grown immensely owing to the dynamic technical, economic,
political, social and competitive environment. The understanding of the concepts of services is very critical as
they now form the backbone of a healthy organization.
The course aims to introduce the concepts of services and marketing of services. To draw a clear distinction
between products and services and further make the students understand the complexities involved in handling
services.



 


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Concept of Services, services environment, Service models, classification of service industry, Growth of service
industries, Characteristics of services: The 4 I¶s of services, Classification of services.


 
Vanaging knowledge in a service firm (Varketing research). Buying behaviour of the service consumer family
life cycle and services consumptions. Vulti attribute model to understand consumer attitudes.


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Product, Price of services, service channels and distribution, developing the service communication mix.
Physical Evidence and process in services: service-scapes, the service delivery process. Service blueprint
components.
     

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Understanding customer expectations, Fundamentals of customer satisfaction, Understanding customer service,
Vonitoring and measuring customer satisfaction, Customer Retention: Complaint Handling and Service
Recovery, Customer Loyalty. Life time value of customer


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efinition and measurement of customer satisfaction. efinition and measurement of service quality. GAP
model, SERVQUAL.
Impact of technology in enhancing service competitiveness

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? C Bhattacharjee: Services Varketing, Excel Books

 
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? Lovelock, Christopher & Wirtz Jochen, 2004, Services Varketing, Pearson Education
? Woodruffle, Helen, Services Varketing, Vacmilan Publishing
? Kertz, avid L, & Clow, Kenneth. E, 2004, Services Varketing, Biztantra Publishers
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To understand how is marketing done in rural India. To be aware of the success stories and failures in rural
Indian Varketing.



 


 
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of
marketing, profiles of urban/ customers and differences in their characteristics.


 
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution
and trade management.


 
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.


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Varketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques
for rural markets.


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Varketing strategies, policy, sales management practices training, motivation and Examination.


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Rural Varket research and market information system and a glimpse of the future of rural marketing.


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Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, CV Haryali

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? Pradeep Kashyap & Siddhartha Raut, The Rural Varketing Book, , Biztantra

 
?
? TP Gopalaswamy, Rural Varketing,
? Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
? Vagazines- Advertising and Varketing, Business World, Business India




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The course will help the students to acquaint with the special challenges of starting new ventures, introducing new
product and service ideas.



 


  
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The entrepreneur¶s role, task and personality, A typology of entrepreneurs: efining survival and success,
Entrepreneurship as a style of management, The entrepreneurial venture and the entrepreneurial organization


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Vaking business Plan, Cost Benefit Analysis, Feasibility Analysis, Report Writing for business


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New product, Franchising, Sponsorship and Acquisition, The strategic window of opportunity: scanning, positioning
and analyzing, Intellectual Property creation and protection.


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Gathering the resources, the business plan as an entrepreneurial tool, Financial Projections and planning, ebt,
venture capital and other forms of financing, Sources of external support, eveloping entrepreneurial marketing:
Competencies, networks and frameworks


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Vaintaining competitive advantage, The changing role of the entrepreneur: mid career dilemmas, Harvesting
Strategies versus Go for Growth.

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?
? Lynne Vilgram - Vanaging Smart, Prentice Hall.

 
?
? Allen, Foster ± Entrepreneurship for ummies, IG Books Worldwide.
? Burton and Bragg ± Accounting and Finance for your Small Business, John Wiley and Sons, New York
? Cook Vichelle & Cook Curtis - Competitive Intelligence, Kogan Page.
? Peter Krass ± Book on Entrepreneur¶s Wisdom, John Wiley.
? West Chris - Competitive Intelligence, Polgrave Publications.












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The course aims at bringing the students closer to reality by developing their understanding of the professional
prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid
discontinuous change in business environment. Integrative in approach, this course aims at developing not
theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change and
internal desire of management for stability.



 


 
 

Vodern Vanagement Practices and Issues Involved, Outsourcing Vanagement Services and Evolution of
Vanagement Consultancy, Skills-set required for Vanagement Consultants, Consulting and performance,
counseling


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Consulting Proposals, Identification and efinition of Problem, Fact-Finding Leading to Solution evelopment and
Implementation, eveloping Strategic and Tactical Plans and Subcontracting, Pricing of Consultancy, Acquiring
and eveloping Talents for Consulting


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Why a Sense of Skepticism and Unease Towards Vanagement Consultants, Cost versus Value of Advice,
Separating Consulting Success from Consulting, isaster. Some Revealing Situations


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Types of organizational culture, Strength of organizational culture, Function of organizational culture, Importance of
culture to the organization, Cultural Vodels, Cross- Cultural Perspectives, Geert Hofstede and Cross- Cultural Issues


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Adaptation to Changing Environment in General and Economic Environment in Particular, Economic Growth and
Change Areas, Emerging Opportunities in Various Sectors including Social Sector, Vanagement Practice and
Cultural Issues, The global Political Situation, The Global Competitive Environment and the internal scene in India,
War Game.


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Relationship among Various Stakeholders, Reasons for Conflict of Interests Among Stakeholders, Corporate
Governance and Ethics. Why Unethical ecisions Leading to Conflicts are Taken, Power and Politics, Initiatives on
Corporate Governance by the Governments.
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?
?
? Bareus S.W. &Wilkinson J.W., 1994, Vanagement Consulting Services, VcGraw Hill, 2nd Edition.

 
?
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