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C-141 : SEMINAR IN BUSINESS POLICY COURSE OBJECTIVE: The present course is intended to provide the students an opportunity to apply their theoretical knowledge of concepts, principles, tools and mechanism of strategic management acquired in the preceding semester in the resolution of real life problems facing top management through case discussions. COURSE STRUCTURE This course will primarily be handled through discussion of real life cases. However, a few introductory lectures will be delivered. A. Lectures will be delivered on the following aspects: Concept, characteristics and dimensions of Business Policy. Functions of Business Policy. Inter-relationship among Business Policy. Management policy and corporate strategy. Constituents of Business Policy. Role and responsibilities of central management in formulation of Business Policy. Management of Strategic Change Corporate Strategy and Organizational Culture B. Real life cases will be discussed on all those aspects, which are related to policy Formulation and execution. PATTERN OF EXAMINATION : Marks 1. Theory Paper: The examination paper will consist of one objective type question containing ten True or False statements (carrying 20 marks), which are to be ticked with reasons in not more 70 than 50 words. One alternative set of question One case study 2. Sessionals: Class Test/Quizzes (average of 2 best out of 3) Write up, Presentation and Participation Total Marks REFERENCES: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Newman and Legal : Ronald Christanson & others: Donald F. Harvey : Malvin J. Sanford : Michael Porter : G. Hamel & C.K. Prahalad : William F. Glueck : R.M. Srivastava : Taylor and Macmillan : Mc Carthy : R.M. Srivastava : Strategy, Policy and Central Management Business Policy - Text and Cases Strategic Management & Business Policy Management Policy Competitive Advantage Competing for the Future Business Policy Management Policy and Strategic Management Business Policy Business Policy and Strategy Corporate Strategic Management
12. Elgainegegue : Designing Effective Organizations. C-142 : DISSERTATION C-143 : Viva Voce . T.
PATTERN OF EXAMINATION : Marks 1. Organizational patterns in marketing channels: Conventional Marketing channels. 2. Channel Communications and information system: Rudiments of channel communications. their relationships. Sales force as an information source in marketing channels. Recruiting and selecting sales personnel. The physical distribution concept. Vertical Marketing Systems. Voluntary and cooperative groups. The sales executive ± his/her functions and qualities. Towards electronic Marketing channels. Return on investment focus. In addition. Developing and conducting sales training programmes. Sessionals: Class Test/Quizzes (average of 2 best out of 3) Write up. Functions & Relations: Retailing and Wholesaling: Their definitions. structural dimensions. The need for channel leadership. Channel Management: Channel planning and choosing channel members. Theory Paper: The examination paper will consist of one objective type question containing ten True or False statements (carrying 20 marks). Motivating sales personnel. Franchise system. 1. Sales control and cost analysis. Marketing Channels¶ Structure.IV SEMESTER M-144 : SALES & DISTRIBUTION MANAGEMENT COURSE OBJECTIVE: The purpose of this paper is to deliberate the areas in which executives make decisions in developing a sound sales and distribution policy. Designing and administering compensation plans. there will be four alternate sets of questions. Retailor communication through sales displays: Assessing marketing channel performance. out of which one set will be long answer type. A total systems perspective. Determining the kind of sales personnel and size of sales force. Purpose of a sales organization. Channel flows and channel communication. Presentation and Participation 30 . which are to be ticked giving reasons in not more 70 than 50 words. Mechanisms for achieving coordination and cooperation. Other channel intermediaries. Effective conflict management. 2. DISTRIBUTION MANAGEMENT: ¬ ¬ ¬ ¬ ¬ ¬ ¬ Introduction: The significance of physical distribution. Implications for physical distribution management. Developing and managing sales evaluation programmes through territory and quota allocations.MBA . Channel communication strategy. COURSE STRUCTURE: SALES MANAGEMENT: Introduction: Concept and Definition of sales management. causes of channel conflict.
¬ Special Aspects of services Marketing: Not for profit services marketing. Accomplishment & Evaluation (5297). Anderson : Professional Sales Management (7221) 8. Govoni : Sales Management Decisions. Readings in Sales Management. Technological developments in services marketing. COURSE STRUCTURE: A. Shapiro : Sales Program Management (7124) 9. Benchmarking. The 6 P¶s of service marketing.Total Marks REFERENCE: 100 1. 5. Thomas F. Business Marketing: ¬ ¬ ¬ ¬ ¬ ¬ ¬ Introduction Business Buyer Behaviour Segmentation of Business Markets Product Decisions Business Pricing Distribution and Channel Relations Business Marketing Communication B Services Marketing: ¬ The service economy. Wotrube T. Hudson C. Bober B. Tourism marketing. Edward W. Ansary & Cougham : Marketing Channels 10. : Sales Management 3. Quality issues in marketing. Professional services marketing. Financial services marketing. : The Marketing Sales Operation 4. Benson P. Cundiff & Norman A. Charities marketing.D. PATTERN OF EXAMINATION : 1. The development of services marketing. Richard R. Developing quality standards and monitoring service quality. Service providers and manufacturer¶s service. International services marketing. Wotrube T. : Sales management. Leisure services marketing. 2.R. Stroh : Managing the Sales Function (7125) 7. & R.P. Oslen : Concepts & View-points (5298) 6. The importance of after-sales service in consumer and industrial markets. Dowing G. Classification of services.L. Theory Paper: Marks 70 . ¬ Service Marketing mix. Planning. ¬ Differentiation and Positioning in services Marketing. The internationalization of services. Strategies & Cases. Stern & Ansary : Marketing Channels ooOoo M-145 BUSINESS AND SERVICES MARKETING COURSE OBJECTIVE: The objective of this course is to lay a foundation for an understanding of the complex dimensions of Business and services marketing and to develop insights in to the emerging trends in these sectors. Still.R.
. ND.) 3. Analyzing Consumer and Organisational Buyers: Types of buyer behaviour. Guide to strategic price planning. It introduces the students to the approaches and problems of marketing decision-making. Analyzing product markets. The Marketing concept. Cherunilam Francis : Business Marketing (2001. The course will be largely conducted through discussions of topics and various cases. Himalaya Publishing House. Payne Adrian : The Essence of Services Marketing (1996. Briety EG & Reader BH : Industrial Marketing.R. The basis of segmentation. Organisational buyer behaviour. Branding strategy. Product strategy. Price Strategy: Strategic role of price. ND. 2.strategic challenge.) 7. Sessionals: Class Test/Quizzes (average of 2 best out of 3) Write up. Marketing Situation Analysis: Defining and analyzing markets. there will be four alternate sets of questions.The examination paper will consist of one objective type question containing ten True or False statements (carrying 20 marks). Reeder R. Influence on consumer buyers. Product Strategy: Strategic role of product decisions.) 5. Banting. Steps n selecting a Market. Mumbai) 9. Selection of a price strategy. The strategic marketing plan. Berry L & Parasuraman. Ravi Shankar : Services Marketing 6.) 4. Goss. A : Marketing Services (1991. Macmillan India Ltd. Forecasting.. Strategic alternatives. Targeting Strategy. PHl. Distribution functions. Distribution Strategy: Strategic role of distribution. Meredith & Ford : Business Marketing 2. PHI Pvt. In addition. Tom Peter : Marketing Hospitality oo0oo M-146 : SEMINAR IN MARKETING MANAGEMENT Course Objective: This course is designed as an advance course in marketing. which are to be ticked giving reasons in not more than 50 words. Selecting a channel strategy. Marketing Program Positioning Strategy: Setting marketing objectives. Ltd. Analysis Planning & Control (1997. Product Life Cycle Analysis. Market Target Strategy: Market Targeting Options. Influence on organisational buying. out of which one set will be long answer type. Palmer A : Principles of Services Marketing (1994 Mc Graw-Hill. Choosing a positioning strategy. Strategic Marketing Planning. It is concerned with how to identify the key issues and important factors in selecting and developing a marketing strategy. Presentation and Participation Total Marks 30 100 REFERENCES: 1. COURSE STRUCTURE: ¬ ¬ ¬ ¬ ¬ ¬ ¬ ¬ Strategic Marketing: Marketing . Philip Kotter : Marketing Management ( Millennium Edition. Macmillan Inc. Buyer decision making. The Free Press. Hellen Woodruffe : Services Marketing (1997.) 10. PHI) 8. Defining product-markets. New product planning.
Budgeting and Mix strategies. Parson : Marketing Management (Text & Cases) 7. James D. & M.J. Advertising Strategy. David W.. Dairymph & Leonard J. : Managerial Marketing 11. Cravens : Strategic Marketing 2. Marks PATTERN OF EXAMINATION : 1. Neelamegham S. Philip Kotler & Keith K. Boyd H. Richardson : Reading in Marketing. Developing a personal selling strategy.E. which are to be ticked with reasons in not more than 50 words.H. Promotion components. Runyon : The Practical of Marketing 3. Cateora P.R. One alternative set of question. Kellye E.¬ Promotion and Advertising Strategies: The communication process. John A. 14.W. 4. Theory Paper: The examination paper will consist of one objective type question containing ten True or False statements (carrying 20 marks). Enis : Marketing Principles : (The Management Process) 6. Promotion Strategy. One case study 2. 9. 15. Scott & Martin R. Ben M. Strategic & Administrative) 13.C. Howard : Marketing Management (Operating. Subhash C. Crovens : Reading and Cases in Marketing Management. Kenneth E. & W. Hausen : Marketing (Text & Cases) 10. 12. Lazer : Managerial Marketing (Perspective & View-points) 8. Rewoldt S. Concept & Cases). & L. Harry L. Presentation and Participation Total Marks REFERENCES: 1. Sessionals: Class Test/Quizzes (average of 2 best out of 3) Write up.J. Kapoor : Readings in Marketing Management. : Marketing Management & the Indian Economy 16. ooOoo 70 30 100 . 5. Mehta : Marketing (Environment.W. Douglas J. Cux : Readings in Marketing Management. & D. Warshan : Introduction to Marketing Management : Text & Cases. Kuhlmeijer H. Burns A. Gordon Wills : Exploration in Marketing Management. Jr.
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