Human
Transcript of Human
Syllabus for Bachelor of Vocation (B.VOC) in Sales and Marketing Management
Total Credits : 180
SEMESTER I credits SEMESTER II credits
1.1 Fundamentals of
Management
5 2.1 Business Environment 5
1.2 Study of Human Skills 5 2.2 Effective Presentation Skills 5
1.3 Foundation Course-I 5 2.3 Foundation Course-II 5
1.4 Business
Communication-I
5 2.4 Business Communication-II 5
1.5 Business Statistics 5 2.5 Business Mathematics 5
1.6 Business Economics 5 2.6 Accounting for managerial
Decision
5
Total 30 Total 30
SEMESTER III credits SEMESTER IV credits
3.1 Consumer Behaviour 5 4.1 Customer Relationship Management 5
3.2 Marketing Management 5 4.2 Entrepreneurship Management 5
3.3 Strategic Management 5 4.3 Services Marketing 5
3.4 Business Law-I 5 4.4 Business Law-II 5
3.5 Advertising & Publicity
Management
5 4. 5 Personal Selling & Salesmanship 5
3.6 Information Technology in
Management-I
5 4.6 Information Technology in Management -
II
5
Total 30 Total 30
SEMESTER V credits SEMESTER VI credits
5.1 Business Ethics 5 6.1 Corporate Governance & Corporate Social
Responsibility
5
5.2 Logistics & Supply Chain
Management
5 6.2 International Marketing 5
5.3 Brand Management 5 6.3 Digital Marketing 5
5.4 Research Methodology 5 6.4 Rural Marketing 5
5.5 Event Marketing 5 6.5 Retail Marketing 5
5.6 Project Work-I 5 6.6 Project Work-II 5
Total 30 Total 30
SEM-I
1.1 Fundamentals of Management
Unit – I Introduction to Management:
Definition, Nature and Scope, Functions, Managerial Roles, Levels of Management,
Managerial Skills,; Evolution of Management- Classical Approach- Scientific and
Administrative Management; The Behavioral approach; The Quantitative approach; The
Systems Approach; Contingency Approach, IT Approach.
Unit – II Planning and Decision Making:
Meaning – Planning Process, Types of Plans, Management by Objectives; Development of
Business Strategy. Decision making and Problem Solving – Programmed and Non
Programmed Decisions, Steps in Problem Solving and Decision Making.
Unit – III Organization:
Principles of Organization: Organizational Design & Organizational Structures;
Departmentalization, Delegation; Empowerment, Centralization, Decentralization,
Recentralization.
Unit – IV Leadership, Motivation and controlling : Leadership, Leadership Styles;
Behavioral Leadership, Situational Leadership, Leadership Skills, Motivation – Types of
Motivation; Motivational Theories – Needs Hierarchy Theory, Two Factor Theory, Theory X
and Theory Y.Control, Types and Strategies for Control, Steps in Control Process, Budgetary
and Non- Budgetary Controls. Characteristics of Effective Controls
1.2 Study of Human Skills
Unit I-Understanding Human Nature
Individual Behaviour, individual differences, factors affecting individual differences,
Influence of environment, Personality and attitude-Determinants of personality, Personality
traits theory, Big five model, type A and B personalities, Concept of understanding self
through johari windows, Nature and components of attitude
Unit II- Thinking, learning and perceptions
Thinking skills, thinking styles and thinking hat, Managerial skills and development,
Learning characteristics Intelligence, type (IQ, EQ, SQ, at work place), Perception features
and factor influencing individual perception.
Unit III- Group Beaviour
Group Dynamics-Nature, types, group behaviour model (roles, norms, status, process,
structures)
Team effectiveness-nature, types of teams, ways of forming an effective team, setting goals.
Unit IV- Organisational Culture and Motivation
Characteristics of organizational culture, Types, functions and barriers of organizational
culture
Ways of creating and maintaining effective organization culture, Motivation at workplace:
Concept of motivation and theories of motivation in an organizational set
1.3 Foundation Course -I
Unit I-Agriculture in Indian Economy
The place of Agriculture in the National Economy-Progress of agriculture Under the Five
Year Plans-Present Position of Indian Agriculture : Looming Crisis-Green Revolution-
Concept of Food security -The Need and Scope for Land Reforms in a Developing Economy-
The Abolition of Intermediaries-Tenancy Reforms- Ceiling on Land Holdings- An appraisal
of Land Reforms-Institutional Structure of Rural Credit-Agricultural Marketing and
Warehousing-The Present State of Agricultural Marketing in India-Regulated Markets-Co-
operative Marketing-Government and Agricultural Marketing-Warehousing in India-Reforms
in Agriculture Marketing with Special Reference to Model APMC Act
Unit II-Industrial Pattern and the Plans
The Role of Industrialisation- The Pattern of Industrialisation-Industrial Pattern on the Eve of
Planning-Industrial Pattern and the Five-Year Plans-Review of Industrial Growth under
Planning-Structural Transformation-Pattern of Ownership of Industries-An Overview of -The
Iron and Steel Industry-The Cotton and Synthetic Textile Industry-The Jute Industry-The
Sugar Industry-The Cement Industry-The Paper Industry-Petrochemical Industry-Automobile
Industry
Unit III-Service Sector In Indian Economy
Growing Importance of Services Sector for India –An Overview of performance and
regulation with respect to -Telecom -Port Services -Distribution Services Shipping Services -
Other Transport Services -Construction, Engineering and related Services - Insurance
Services - Health Services – Accounting-Legal Services -Education Services -Tourism
Services -Printing and Publishing Services -Consultancy Services- Information Technology
(IT) Industry
Unit IV- Infrastrucutre in Indian Economy
Infrastructure-Hard Infrastructure-Transport Infrastructure-Energy Infrastructure-Water
management infrastructure-Communication Infrastructure-Solid waste management-Earth
monitoring and measuring networks-Soft Infrastructure-Governance Infrastructure-Economic
infrastructure-Social infrastructure-Critical Infrastructure-Urban infrastructure-Green
infrastructure- Importance of Infrastructure- Economic growth and development, Advantages
of connectivity, Enhancing production and distribution, Attracting FDI and domestic
investment, improving living Standards etc-The Present State of Infrastructure in India-Roads
and Railways-Electricity-Irrigation-Airports and sea ports-Education Infrastructure-Health
Infrastructure-Infrastructure development programmes in India – the Golden Quadrilateral,
National Highway Development Programme, Industrial Corridors, Manufacturing hubs,
Sethusamudram project, J&K railway project, weather forecast and disaster management,
television and broadcasting, telecommunication
1.4 Business Communication-I
Unit I-Business Communication an Introduction
Basic Principles of Communication: Introduction, Understanding Communication, the
Communication Process, Barriers to Communication, the Importance of Communication in
the Workplace
Unit II- Channels of Communication
Introduction, Types of Communication, Classification of Communication Channels
Unit III- The Nature of Business Communication
Introduction, Types of Business Communication, Communication Network in Organizations,
Unit IV-Listening
Introduction to Listening, Barriers to Listening, Strategies for Effective Listening, Listening
in a Business Context Developing Oral Business Communication Skills Introduction,
Advantages of Oral Communication, Oral Business Presentations
1.5 Business Statistics
Units 1- Introduction to Statistics
Introduction: Functions/Scope, Importance, Limitations, Data: Relevance of Data(Current
Scenario), Type of data(Primary & Secondary), Primary(Census vs Samples, Method of
Collection (In Brief), Secondary(Merits, Limitations, Sources) Presentation Of Data:
Classification – Frequency Distribution – Discrete & Continuous, Tabulation,
Graph(Frequency, Bar Diagram, Pie Chart, Histogram, Ogives)
Units 2 -Measures Of Central Tendencies and Measures of Dispersion
Mean(A.M, Weighted, Combined),Median(Calculation and graphical using Ogives),
Mode(Calculation and Graphical using Histogram) Measures of Dispersion Measures Of
Dispersion: Range with C.R(Co-Efficient Of Range), Quartiles & Quartile deviation with CQ
(Co-Efficient Of Quartile), Mean Deviation from mean with CMD (Co-Efficient Of Mean
Deviation), Standard deviation with CV(Co-Efficient Of Variance)
Units 3- Correlation , Regression and Time series
Co-Relation: Karl Pearson, Rank Co-Relation, Linear Regression: Least Square Method,
Time Series: Least Square Method, Moving Average Method, Determination of Season .
Units 4- Probability and Decision Theory
Probability: Concept of Sample space, Concept of Event, Definition of Probability, Addition
& Multiplication laws of Probability, Conditional Probability, Expectation & Variance,
Concept of Probability Distribution(Only Concept),Decision Theory: Acts, State of Nature
Events, Pay offs, Opportunity loss, Decision Making under Certainty,Decision Making under
Uncertainty, Non-Probability: Maximax, Maximin, Minimax, Regret, Laplace
&Hurwicz),Probabilitistics (Decision Making under risk):EMV, EOL, EVPI, Decision Tree
1.6 Business Economics
Unit 1- Introduction to Economics
Scope and Importance of Business Economics, Basic Cost Concepts, Basics of market
Demand, Market supply and equilibrium price, shifts in the demand and supply curves
and equilibrium
Unit 2- Demand Analysis
Meaning, types and measurement of elasticity of Demand (Price,Income
etc.)Relationship Between elasticity of demand and revenue concepts, Demand
Forecasting, Methods of demand forecasting
Unit 3-Supply and Cost of production
Law of Variable Proportions, Production function with two variable inputs- isoquants, ridge
lines and least cost combination of inputs- Long run production function and Laws of Returns
to Scale expansion path, Economies and diseconomies of Scale, Accounting cost and
economic cost, implicit and explicit cost, fixed and variable cost - total, average and marginal
cost - Cost Output Relationship in the Short Run and Long Run
Unit 4- Market Structure and Competition
Short run and long run equilibrium of a competitive firm and of industry - monopoly - short
run and long- run equilibrium of a firm under Monopoly, Monopolistic competition,
Equilibrium of a firm under monopolistic competition, debate over role of advertising,
Oligopolistic markets- key attributes of oligopoly, Collusive and non collusive oligopoly
market - Price rigidity, Cartels and price leadership models
SEM II
2.1 Business Environment
Unit I- Introduction to Business Environment
Business-Meaning, Definition, Nature & Scope, Types of Business Organizations Business
Environment- Meaning, Characteristics, Scope and Significance, Components of Business
Environment , Micro and Macro Environment-Definition, Differentiation, Internal
Environment- Value system, Mission, Objectives, Company Image, Brand Equity External
Environment- Firm, customers, suppliers, distributors, Competitors, Society, Introduction to
Macro Components: Demographic, Natural, Political, Social, Cultural, Economic,
Technological, International and Legal)
Unit II- Political and Legal Environment
Political Institutions: Legislature, Executive, Judiciary, Role of government in Business,
Legal framework in India. Economic Environment-economic system and economic policies.
Concept of Capitalism, Socialism and Mixed Economy, Impact of business on Private sector,
Public sector and Joint sector
Unit III-Social and Technological Environment
Social Environment: Nature, Impact of foreign culture on Business, Traditional Values and
its Impact, Social Audit, Technological environment-Features, impact of technology on
Business
Competitive Environment: Meaning, Competitive Strategies
Unit IV- International Environment
Objective, Functions of GATT and WTO, Pros and Cons of WTO, MNCs- Definition,
meaning, merits, demerits, MNCs in India, Foreign Direct Investment Meaning, FDI concepts
and functions, Need for FDI in developing countries, Factors influencing FDI, Challenges
faced by International Business and Investment Opportunities for Indian Industry.
2.2 Effective Presentation Skills
Unit I-Presentation Skills
Principles of Effective Presentation, Effective Use of OHP, Transparencies, How to make
power point presentation
Unit II- Interview Techniques
Interviews:Group Discussion Preparing for an Interview,Meetings-Need and Importance of
Meetings, Group Dynamics Role of the Chairperson, Role of the Participants, Drafting of
Notice, Agenda and Resolutions Conference-Meaning and Importance of Conference
Organizing a Conference Modern Methods- Video and Tele – Conferencing
Unit III- Business Correspondence
Trade Letters-Order, Credit and Status Enquiry, Collection, Letters of Inquiry, Letters of
Complaints, Claims, Adjustments Sales Letters, promotional leaflets and fliers Consumer
Grievance Letters, Letters under Right to Information (RTI) Act
Unit IV- Writing Skills
Reports-Parts, Types, Feasibility Reports, Investigative Reports, Summarisation-
Identification of main and supporting/sub points Presenting these in a cohesive manner
2.3 Foundation Course- II
Unit I-Indian Financial System : Commercial Banking SystemIndian Financial System :
An Overview- Indigenous Bankers- Progress of Banking in India since 1969-Profitability of
Banks in India-Narasimham Committee (1991) on the Banking System in India- Reform of
the Banking Sector -Present Status of Banking System
Unit II-Money and Capital Markets in IndiaThe composition of the Indian Money
Market- Features and Defects of the Indian Money Market- The Reform of the Indian Money
Market -Composition of the Indian Capital Market-Development Financial Institutions
(DFIs)-Non-Banking Finance Companies (NBFCs)- Mutual Funds- Venture Capital Funds-
Other Financial Intermediaries- Stock Exchange in India-Sebi and Capital Market Reforms
Unit II- India Currency System
Indian Currency System Today-Sources of Broad Money (M3) : Factors Affecting Money
Supply in India-The New Monetary and Liquidity Aggregates-Reserve Money and Money
Multiplier-External Value of the Rupee-India's Foreign Exchange Reserves-Convertibility of
the Rupee : Current and Capital Account-Foreign Exchange Management Act (FEMA)-The
Prevention of Money Laundering Act, 2002
Unit IV- India’s Foreign Trade
The Uruguay Round of Negotiations-8th Round of GATT-Uruguay Round of Final Act and
its Implications for India- Impact of WTO on various aspects of Indian economy- WTO,
Subsidies and Agriculture-Foreign Trade Since Independence-Composition of India's Foreign
Trade- Direction of India's Foreign Trade-concept of India’s Balance of Payments-India's
Trade Policy- Highlights of FTP 2009An Analysis of Trends in Exports and Imports
2.4 Business Communication-II
Unit I-Written Communication
Guidelines for Written Business Communication: Introduction, General Principles of
Writing, Principles of Business Writing
Unit II- Internal Business Communication
Guidelines for Meetings -Introduction, Types of Meetings, Before the Meeting,
During the Meeting, After the Meeting, and Common Mistakes made at Meetings
Unit III-Electronic Media and Shareholder Communication
Introduction, Meaning of Intranet, Communicating through Email, Communication
with Shareholders
Unit IV- External Business Communication
Writing Business Letters: Introduction, Principles of Business Letter Writing, Types
of Business Letters, Format for Business Letters
2.5 Business Mathematics
Unit 1-Ratio, Proportion and Percentage
Ratio- Definition, Continued Ratio, Inverse Ratio, Proportion, Continued Proportion, Direct
Proportion, Inverse Proportion, Variation, Inverse Variation, Joint Variation, Percentage:
Meaning and Computations of Percentages.
Unit 2 - Profit And Loss
Terms and Formulae, Trade discount, Cash discount, Problems involving cost price, Selling
Price, Trade discount and Cash Discount, Introduction to Commission and brokerage,
Problems on Commission and brokerage.
Unit 3-Financial Mathematics
Simple and compound interest, Concept of present value and future value, Equated Monthly
Installments (EMI) reducing balance & Flat Interest rate of interest, Annuities : Types of
Annuities, Shares and Dividends : Concept of Shares, Stock exchange, Face Value, Market
Value, Dividend, Equity Shares, Preferential Shares, Bonus Shares, Examples.
Unit 4-Matrices And Determinants (upto order 3 only ) Definition of a Matrix, Types of
Matrices, Algebra of Matrices, Determinants, Ad joint of a Matrix, Inverse of a Matrix via
adjoint method and pivotal reduction method.
Unit 4- Market Structure and Competition
Short run and long run equilibrium of a competitive firm and of industry - monopoly - short
run and long- run equilibrium of a firm under Monopoly, Monopolistic competition,
Equilibrium of a firm under monopolistic competition, debate over role of advertising,
Oligopolistic markets- key attributes of oligopoly, Collusive and non collusive oligopoly
market - Price rigidity, Cartels and price leadership models
2.6 Accounting for Managerial Decisions
Unit- I Accounting for Management - Nature and scope, Role of Management Accountant,
Differences in the financial accounting. Strategic Management. Accounting - Major
competitive forces influencing business strategy. Factors affecting strategic Decision making
. Strategic management Accounting and Competitive Position .
Unit -II Activity based Costing - Kaplan & Cooper's approach to ABC - How to develop
ABC system , How ABC system supports corporate strategy . Analysis of Financial
Statements Ratio Analysis - Profitability , Turnover and Solvency Ratios , Funds Flow and
cash flow analysis.
Unit -III Marginal Costing- Concept and its practical applications in Managerial decisions .
BEP analysis , P/V Ratio and their applications in solutions to business problems , Life Cycle
Costing
Unit-IV Budgeting and Budgeting Control - Flexible Budget and cash Budget , Capital
Budgeting - Pay Back Method , NPV,IRR and ARR techniques and their practical
applications in decision making process.
SEM III
3.1 Consumer Behaviour
Unit I: Introduction to consumer Behaviour
Consumer Behaviour - Definition - Nature - Scope - need for CB -Factors affecting consumer
Behaviour-Consumer involvement and decision making-Models of decision making
Unit II: Consumer Buying Behaviour and Buying process
Buying behavior - Concepts - importance - elements involved in buying process - Factors influencing
buying process -Economic and legal factor -Social factors - Psychological factors - Behavioral
factors.
Perception and consumer behavior-Introduction, meaning, nature, Importance and limitation of
perception.
Unit III: Consumer behaviour and decision making models
Consumer decisions - consumer as decision makers- types of consumer decisions - consumer decision
making process - problem recognition – information search - alternative evaluation and selection -
Consumer decision making models - Economic model -Psychoanalytic model - Sociological model -
Howard & Sheth model - Consumer Decision making
Unit: IV : Consumer Behaviour and Market Segmentation
Consumer behaviour and market segmentation - Market segmentation - meaning - definition - bases
of market segmentation - requirements of good market segmentation - market segmentation strategies-
Post purchase behaviour and market regulation - Defining post purchase behavior -consumer’s post
purchase dissonance - satisfaction - dissatisfaction - consumer complaint behavior loyalty
3.2 Marketing Management
Unit I: Introduction to Marketing
Definition & Characteristics of marketing -Functions of Marketing - Importance -Core concepts of
marketing - Concept of Marketing Myopia. Selling versus marketing.
UNIT II: Marketing Mix, MIS and Market Segmentation
Marketing Mix-4 P’s of Marketing Mix-MIS-Market segmentation : Definition, Need & Benefits.
Bases for market segmentation of consumer goods, industrial goods and services. Segment, Niche &
Local Marketing, Effective segmentation criteria.
UNIT III: Marketing Mix Decisions: Product and Price Decisions
Product-Meaning, Product decisions Price-Pricing strategies, Types of pricing, factors Influencing
pricing decisions
UNIT IV: Marketing Mix Decisions: Place and Promotion Decisions
Place -Meaning, Product decisions Promotion-Meaning- Promotional strategies.
3.3 Strategic Management
Unit-1 Strategic management
Strategy-Meaning, Definition,Strategic Management-Meaning, Definition, Significance, Need for
strategic thinking in business,Concept and importance of Strategic Business Units(SBU’s),Strategic
Intent – Mission, Vision, Goals, Objective, Plans,Strategies for developing a marketing plan.
Unit-2 Strategy Formulation
Corporate Level Strategy (Stability, Growth, Retrenchment, Integration and
Internationalization),Business Level Strategy (Cost Leadership, Differentiation, Focus),Functional
Level Strategy (R & D, HR, Finance, Marketing, Production),Market and environmental
analysis,Strategic planning for marketing mix - product strategy, price strategy, promotion strategy,
place strategy,Strategic Market Planning- Offensive Strategies, Defensive Strategies
Unit-3 Strategic Implementation
Strategy making and implementation for Guerilla marketing, Network marketing, Green marketing,
B2B marketing,Strategic Analysis, VRIO Analysis, BCG Matrix, GE 9 Cell, Porter 5 Forces, 7S
Frame Work,Implementation: Meaning, Steps and implementation at Project, Process, Structural,
Behavioral, Functional level.
Unit-4 Strategic Evaluation & Control
Strategic Evaluation & Control – Meaning, Steps of Evaluation & Techniques of Control,Recent
trends in Marketing and its Strategies,Planning, organizing, and monitoring of marketing
strategies,Customer Lifetime Value- Meaning, Need and Strategies
3.4 Business Law-I
UNI I :Indian Contract Act, 1872
Essentials of Contract, Agreement and Contract ,Offer and Acceptance, Consideration
Capacity to Contract, ,Free Consent, Void Agreements
UNI II: Special Contracts
Contract of Indemnity and Guarantee, Contract of Bailment and Pledge, Contract of Agency
UNIT III: Sale of Goods Act, 1930
Concepts ,Sale and Agreement to sell, Formation of contract of sale, Conditions and
warranties, Implied conditions and warranties, Rights of an unpaid seller
UNIT IV: Negotiable Instrument Act, 1881
Introduction to Negotiable Instrument, Characteristics, Promissory Notes, Bill of Exchange,
Cheque, Dishonor of Cheque, Holder in Due Course, Noting, Protest, Maturity of an
Instrument
3.5 Advertising and Publicity Management
Unit I:Introduction to Advertising:
Definition of Advertising, History of Advertising, Roles of Advertising, Functions of Advertising,
Key Players in Advertising, Types of Advertising, Steps in Development of Advertisement.
Unit II: Integrated Marketing Communication:
Integrated Marketing Communication, Evolution of Integrated Marketing Communication, Role of
IMC and Tools for IMC, The IMC Planning
Unit III: Advertising Design
Appeals, Message Strategies & Executional Framework: Advertising Design, Advertising Theory,
Types of Advertising Appeals, Structure of an Advertisement, Message Strategies, Cognitive
strategies, Executional Strategies, Creating an Advertising, Advertising Effectiveness
Unit IV: Public Relation and Publicity
Meaning of Public Relations, Difference between public relations and advertising , Role of Public
Relations, Process of Public Relations, Advantages and Disadvantages of Public Relations, Publicity,
Advantages and Disadvantages of Publicity
3.6 Information Technology-I
Unit I-Introduction to Computers
Introduction, Characteristics of Computers, Block diagram of computer, Types of computers
and features, Mini Computers, Micro Computers, Mainframe Computers, Super Computers
Types of Programming Languages, Machine Languages, Assembly Languages, High Level
Languages, Types of Memory (Primary And Secondary),RAM,ROM, PROM, EPROM,
Secondary Storage Devices ( FD, CD, HD, Pen drive ) Devices, Scanners, Digitizers, Plotters
LCD, Plasma Display, Printers, Number Systems, Introduction to Binary, Octal, Hexadecimal
system, Conversion, Simple Addition, Subtraction, Multiplication, Division
Unit II- Networking Basics
Meaning and Advantages of Networking, Different types of networks( LAN, MAN, WAN)
Networking Devices (Modem, Hub, Switches, Bridges, Router, Gateways), Intranet,
Extranet, Virtual private networks ,Concept of Internet and its features
Unit III-Introduction to Data base and Data warehouse
Introduction to DBMS, Need for using DBMS., Advantages and disadvantages of DBMS,
Concepts of tables, records, attributes, keys, integrity constraints, schema architecture, data
independence, Data Warehousing,Concepts of Data warehousing (meaning), Importance of
data warehouse for an organization,Characteristics of Data warehouses, Functions of Data
warehouses,Data warehouse architecture,Business use of data warehouses,Concept of Data
Mining, Business Applications of Data warehousing and Data mining
Unit IV-Office Automation using MS Office
Learn Word, Creating/Saving of Document, Editing and Formatting Features Designing a
title page, Preparing Index, Use of Smart Art, Cross Reference, Bookmark and Hyperlink.
Mail Merge Feature, Spreadsheet application (e.g. MS-Excel/openoffice.org),Creating/Saving
and editing spreadsheets Drawing charts. Using Basic Functions: text, math & trig, statistical,
date & time, database, financial, logical Using Advanced Functions : Use of
VLookup/HLookup Data analysis – sorting data, filtering data (AutoFilter , Advanced Filter),
data validation, what-if analysis (using data tables/scenarios), creating sub-totals and grand
totals, pivot table/chart, goal seek/solver
SEM IV
4.1 Customer Relationship Management
Unit - I :CRM concepts
Acquiring customers, - Customer loyalty and optimizing customer ,relationships - CRM
defined - success factors, the three levels of Service/ Sales Profiling - Service Level
Agreements (SLAs), creating and managing effective SLAs.
Unit - II : CRM in Marketing
One-to-one Relationship Marketing - Cross Selling & Up Selling - Customer Retention,
Behaviour Prediction - Customer Profitability & Value Modeling, - Channel Optimization -
Event-based marketing. - CRM and Customer Service - The Call Centre, Call Scripting -
Customer Satisfaction Measurement.
Unit - III :Sales Force Automation
Sales Process, Activity, Contact- Lead and Knowledge
Management - Field Force Automation. - CRM links in e-Business - E-Commerce and
Customer Relationships on the Internet - Enterprise Resource Planning (ERP), - Supply
Chain Management (SCM), - Supplier Relationship Management (SRM), - Partner
relationship Management (PRM).
Unit - IV :Analytical CRM
Managing and sharing customer data - Customer information, databases - Ethics and
legalities of data use - Data Warehousing and Data Mining concepts - Data analysis - Market
Basket Analysis (MBA), Click stream Analysis, Personalization and Collaborative Filtering.
4.2 Entrepreneurial management
Unit 1:Entrepreneurship Culture and Development
Entrepreneurship – Concept, Factors affecting growth of Entrepreneurship, Types of
Entrepreneurs, History of Entrepreneurship Development, Entrepreneurial culture- Elements
of culture, Steps to change Entrepreneurial culture, Role of Culture on Entrepreneurship
Development,Entrepreneurial Theories- Schumpeter Dynamic Entrepreneurship Innovation
Theory, Theory of High Achievement by McClelland.
Unit 2: Project Management
Project –Concept and classification of project, Project Cycle,Project Management-Concept,
Phases, Essential skills for Project Management,Project formulation- Stages of project
formulation, Project design and network analysis-concept and network analysis techniques:
PERT,CPM,CCM,GERT
Unit 3: Entrepreneurial Venture
Entrepreneurial Venture and Financial Analysis- Concept, Tools of Financial Analysis,
Sources of Development Finance, Entrepreneurial Environment- Significance, Challenges of
Entrepreneurship in India, Social Entrepreneurship- Role of Social Entrepreneurship in
India, Women Entrepreneurs- Special Government Schemes for women entrepreneurs in
India and Challenges of Women Entrepreneurs.
Unit 4: Incentives for Promotion and Development of Entrepreneurship in India
Assistance and Incentives – Need, Types of assistance and incentives- fiscal, financial,
promotional, marketing and organizational, Institutions of entrepreneurship promotion and
development-The National Institute for Entrepreneurship and Small Business Development,
District Industry Centre(DIC), National Alliance of Young entrepreneurs, NPSD- National
policy for skill development and entrepreneurship 2015.
4.3 Services Marketing
Unit 1: Introduction to Services
Services-Introduction and meaning of Services,unique characteristics, difference between
services and tangible products,Service sector-classification of services, growth of service
sectors and service industries,Recent Trends in service sector-Market research and Service
development cycle, Opportunities and Challenges in service sector, Recent trends in service
sector
Unit 2:Services Marketing
Services marketing-Introduction, concept and meaning of service marketing, Evolution of
services marketing, Need and growth-Myths encountered in services, Need for service
marketing, Growth in service marketing,Service segmentation –Concept and Need for
Service Segmentation, Bases of Segmentation of Services, Need for Targeting and
Positioning of Services.
Unit 3:Services Marketing Mix
Services Marketing Mix-Introduction , 7 p’s of Service Marketing, Service Gaps Framework
Service Quality Perceived Service Quality, Determinants of Service Quality, Models of
Service Marketing-Gaps model, Kano’s model.Integrated Services Marketing-Concept and
Features, Integrated Services Marketing Mix.
Unit 4:Service Design and Service Delivery
Service Delivery-Introduction ,Service Delivery Process, Employee Role in Service
Delivery.Service Employee Criteria-Importance and Emotional approach, Role of service
provider, Intermediaries involved in service process and service delivery,Challenges-
Challenges to service design, New Service Development and Innovations.
4.4 Business Law II
Unit I :Indian Companies Act, 2013
Nature of Company, Incorporation of Company ,Memorandum of Association, Articles of
Association,Prospectus,Directors,C orporate Social Responsibility
Unit II:Indian Partnership Act, 1932 and Limited Liability Partnership Act,2008
Partnership - Concept, Essentials, Types of Partners and Partnership, Registration of
Partnership, Limited Liability Partnership Act, 2008,Concept, Characteristics, Advantages
and Disadvantages, Procedure of incorporation, Mutual rights and duties of partners,
Difference between LLP and Partnership, Difference between Company and LLP
Unit III:Intellectual Property Rights
Nature and Definition of IPR,Patent- concept, patentable and non patentable criteria,
Copyright – concept of author and authorized acts, Duration of Copyright, original work and
fair use, rights of copyright holder, infringement of copyright,Trademark- Concept, function,
types, infringement and Passing off,Geographical Indication- concept
Unit IV: Consumer Protection Act, 1986, Competition Act, 2002
Objects and reasons of Consumer Protection, Definitions- Consumer, Consumer Dispute,
Complaint, Complainant, Service, Deficiency in Service, Goods, Defects in Goods, Unfair
Trade Practice,Consumer Disputes Redressal Mechanism – District forum, State
Commission, National Commission,Competition Act, 2002,Objects, reasons and advantages
of Competition Act,Anti-Competition Agreements, Abuse of Dominant position,Competition
Commission of India
4.5 Personal Selling And Salesmanship
Unit I: Concept of Personal Selling
Nature and Characteristics and Importance of Personal Selling, Door to door selling, Nature
& Characteristics of Personal selling ,Strength and weakness,Role of Personal Selling ,in
Marketing, Professionalising Salesmanship, Situations where Personal Selling is more
effective than Advertising
Cost of Advertising Vs Cost of Personal Selling
Unit II: Current Tends in Personal Selling
AIDA model of selling , Selling situations, Types of sales person, Buyer seller Dyad
,Diversity of Personal Selling, AIDA theory In selling, Peddlers ,Professional sales person
,Peddler VS professional sales person, Industrial sales person
Unit III: Organisational Consumer Behaviour
Types of Market –Consumer and industrial markets , Characteristics and implications for
selling function :Difference between organisation and consumer behavior, Organisation buyer
behavior, Factor affecting organization buyer behaviour
Unit IV: Salesmanship
Background Knowledge essential to sales person- Knowledge of products, Company and
competition , Different stages of personal selling process
Qualities of successful sales person with particular reference to consumer services ,Personal
selling skills, Personal development- Goal Setting,
Positive mental attitude , Effective Communication Art of persuasion,Time Management
4.6 Information Technology-II
Unit I- Introduction to IT Support in Management
Information Technology concepts,Concept of Data, Information and Knowledge,Concept of
Database,Introduction to Information Systems and its major components,Types and Levels of
Information systems, Main types of IT Support systems Computer based Information
Systems (CBIS),Types of CBIS,Office Automation System(OAS),Transaction Processing
System(TPS),Management Information System(MIS),Decision Support Systems
(DSS),Executive Information System(EIS),Knowledge based system,Expert system
Unit II-Emergence of E-commerce and M-Commerce
Concept of E-commerce and M-Commerce,Business models of e-commerce: models based
on transaction party (B2B, B2C,B2G, C2B, C2C, E-Governance), Models based on revenue
models,Bricks and Clicks business model in E-Business, Electronic Data Interchange
,Payment System in E-commerce,Security , Privacy and legal issues in E-commerce.
Unit III- Digital Marketing
Introduction to Digital marketing , Advantages and Limitations,Various activities of Digital
marketing, Search Engine Optimization,Search Engine Marketing,Content Marketing &
Content Influencer Marketing,Campaign Marketing,Email Marketing,Display Advertising,
Blog Marketing,Viral Marketing, Podcasts & Vodcasts, Digital Marketing on various Social
Media platforms,Online Advertisement, Online Marketing Research, Online PR,Latest
developments and Strategies in Digital Marketing.
Unit IV-Office Automation using MS Office
Presentation Software,Creating a presentation with minimum 20 slides with a script ,
Presenting in different views, Inserting Pictures, Videos, Creating animation effects on them
, Slide Transitions, Timed Presentations, Rehearsal of presentation, Use of Outlook
,Configuring Outlook, Creating and Managing profile in outlook, Sending and Receiving
Emails through outlook, emailing the merged documents.
SEM V
5.1 Business Ethics
UNIT 1: Ethics
Introduction to Ethics and Business Ethics, Ethics Concept of Ethics, Evolution of Ethics,
Nature of Ethics – Personal, Professional, Managerial , Importance of Ethics, Objectives,
Scope, Types – Transactional, Participatory and Recognition
UNIT 2: Business Ethics
Business Ethics Meaning, Objectives, Purpose and Scope of Business Ethics Towards
Society and Stakeholders, Role of Government in Ensuring Business Ethics , Principles of
Business Ethics, 3 Cs of Business Ethics – Compliance, Contribution and Consequences,
Myths about Business Ethics ,Ethical Performance in Businesses in India
Unit 3: Ethics in Marketing and Advertising
Ethical issues in Marketing Mix, Unethical Marketing Practices in India, Ethical Dilemmas
in Marketing, Ethics in Advertising and Types of Unethical Advertisements, Ethical Issues in
International Business Practices
Unit 4: Ethics in Finance & Human Resource Management
Scope of Ethics in Financial Services, Ethics of a Financial Manager – Legal Issues,
Balancing Act and Whistle Blower, Ethics in Taxation, Corporate Crime - White Collar
Crime and Organised Crime, Major Corporate Scams in India, Importance of Workplace
Ethics, Guidelines to Promote Workplace Ethics, Importance of Employee Code of Conduct,
Ethical Leadership
5.2 Logistics and Supply Chain Management
Unit 1 : Distribution Management
Introduction, Indian Distribution Scenario at Present,Vertical Marketing System,
Horizontal and Multi-Channel Marketing Systems, Understanding Distribution of
services.
UNIT 2: The Basics of Supply Chain Management
Introduction, Definition of Supply Chain Management, Evolution of the Concept of
Supply Chain Management, Key Drivers of Supply Chain Management, Typology of
Supply Chains, Cycle View of Supply Chain, Problems in SCM and Suggested Solutions
UNIT 3: Procurement and Inventory Management
Introduction, Supply Chain Operations: Procurement Cycle, Inventory Management,
Inventory Costs, Types of Inventory Models, Inventory Control Systems, Tools of
Inventory Management.
UNIT 4: Logistics Management
Introduction, Definition of Logistics and Logistics Management, Types of Logistic
Activities, Importance of Logistics Management, Integrated Logistics and its Support,
Determinants of Designing Logistical System, Transportation, Warehousing, Packaging
5.3 Brand Management
Unit I: Introduction to Branding
Basics of Branding: Importance of branding; Basic branding concepts -Brand personality, brand
image, brand identity, brand equity and brand loyalty; Product vs. corporate branding: Major branding
decisions.
Unit II-Brand Creation and Development:
Identifying and selecting brand name; Building brand personality; Brand extension; Enhancing brand
image through sponsorship and event management; Building brands through Internet. Brand Building
in Different Sectors- Customers, industrial, retail and service brands.
Unit III: Dimensions of Branding
Brand vision, Brand Ambassador, Brand as a personality, Brand as a trading asset , Brand extension,
Brand Positioning
Unit IV: Developing International Brands
Branding impact on buyers, Brand loyalty, Developing International Brands: Local, foreign and
global brands; Pre-requisites and process; Country-of-origin effects and global branding; Building
Indian brands for global markets.
5.4 Research Methodology in Marketing
Unit I - Marketing Research Dynamics
Introduction, Meaning of Research, Research Characteristics, Various Types of Research ,
Marketing Research and its Management, Nature and Scope of Marketing Research ,
Marketing Research in the 21st Century (Indian Scenario), Marketing Research: Value and
Cost of Information
Unit II - Planning the Research Process
Introduction, Research Process: An Overview, Formulation of a Problem, Hypothesis -
Qualities of a good Hypothesis ,Research Methods, Research Design, Data Collection
Methods, Sample Design, Data Collection, Analysis and Interpretation, Report Writing,
Components of Research Proposal, Components of Research Paper
Unit III - Data Interpretation and Report Writing
Introduction, Data Interpretation, Research Report, Modus Operandi of Writing a Market
Research Report, Structure of the Report, Components of a Report, Style and Layout of a
Report, Revising and Finalizing the Research Report, Quality Research Report,
Responsibilities of a Market Research Report Writer, Presenting the Report.
Unit IV – Applications and Trends in Marketing Research-
Part I- Introduction, Consumer Market Research, Business-to-Business Market Research,
Product Research, Pricing Research, Motivational Research, Distribution Research.
Part II- Introduction, Advertising Research, Media research, Sales Analysis and Forecasting,
Data Mining.
Recent Trends in Marketing Research- Introduction, Marketing Information System and
Research, Online Marketing Research, Recent Trends in Marketing Research, Research in
Lifestyle Retail, Marketing Research and Social Marketing, Rural Marketing Research,
Trends in Services Marketing Research, Brand Equity Research, International Marketing and
Branding Research.
5.5 Event Marketing
Unit 1 : Introduction to Events
Definition and Meaning of Event Marketing ; The Evolution of Event Marketing, Advantages of
Event Marketing ,5 C’s of Events- Conceptualization, costing, canvassing, customization, carrying-
out, Event Designing, Reach Interaction-Interaction Points, Direct Interaction, Indirect Interaction,
Interaction Catalysts or Enablers,Importance of Events as a Marketing Communication Tool,The
Varied Marketing Needs Addressed by Events: Brand Building, Focus on Target Market,
implementation of Marketing Plan, Marketing Research, Relationship Building,Concept of Event
Creativity, Key Elements of Events: Event Infrastructure, Customer Groups, Clients, Event
Organizers, Venue, Media
Unit 2: Segmenting, Targeting and Positioning of Events and Concept of Product in Events
Concept of Market in Events; Segmentation and targeting of the Market for events; Positioning of
events,Concept of Product in Events: Benefit Levels, Core, generic, expected, augmented,Categories
of Events: Competitive Events, Artistic Expression, Cultural Celebrations, Exhibition Events,
Charitable Events, Special Business Events, Retail Events,Event Variations- Time Frame Based,
Concept Based, Artist Based, Client, Industry Based
Unit 3: Concept of Pricing and Promotion in Events
Risk Rating, Setting Pricing Objectives, Understanding local legislations and tax laws, Feedback
about events from the market, skills required for negotiating the best price, validation against pricing
objectives, pricing decisions, Event Charges: Percentage of the total Event Cost, Flat Fee, Package
Price, Hourly Rate,Networking Components: Print Media, Radio, Television, Internet, Outdoor
Media, Direct Marketing, Sales Promotion, Public Relations and Merchandising,Event Sponsorship:
Concept of Sponsorship, Sponsorship in a communication context, Synergy between sponsor and
Event, Identifying Potential sponsors, Impact Measurement, types of Event Sponsorship.
Unit 4: Trends and Challenges in Event Marketing
Event marketing, Virtual Events, Societal Event Marketing, Green Event, Cause Related Event
Marketing, Sports Event Marketing, Safety and Security of Event ,Event Crisis Management, Event
Industry in India and Career in Event Marketing
5.6 Project Work -I
SEM-VI
6.1 Corporate Governance and Corporate Social Responsibility
UNIT 1: Corporate Governance (CG)
Concept, History of Corporate Governance in India, Need for Corporate Governance ,
Significance of Ethics in Corporate Governance, Principles of Corporate Governance,
Benefits of Good Governance, Issues in Corporate Governance
UNIT 2: Theories of Corporate Governance
Theories- Agency Theory, Shareholder Theory, Stakeholder Theory and Stewardship
Theory, Corporate Governance in India, Emerging Trends in Corporate Governance, Models
of Corporate Governance, Insider Trading, Role of SEBI in Ensuring Corporate Governance,
Cadbury Committee Report, Clause 49
UNIT 3: Corporate Social Responsibility (CSR)
Corporate Social Responsibility (CSR) , Meaning of CSR, Evolution of CSR, Types of
Social Responsibility , Aspects of CSR- Responsibility, Accountability, Sustainability and
Social Contract, Need for CSR ,
UNIT 4: Current Trends in CSR
CSR Principles and Strategies , Issues in CSR, Social Accounting ,Tata Group’s CSR Rating
Framework, Sachar Committee Report on CSR, ,Recent Guidelines in CSR , Society’s
Changing Expectations of Business With Respect to Globalisation, Future of CSR
6.2 International Marketing
Unit 1: Introduction to International Marketing
Introduction, Scope of International Marketing, International Marketing vs. Domestic
Marketing, Principles of International Marketing, Customer value and the value equation,
Competitive or differential advantage, Management Orientations, MNCs and TNCs, Benefits
of international marketing.
Unit 2 : International Market Entry Strategies
Introduction, Different Entry Modes and Market Entry Strategies, joint Ventures, Strategic
Alliances, Direct Investment, Manufacturing and Franchising.
Unit III: Foreign Markets and Export Marketing Process
Introduction, choosing appropriate mode of operations, Issues Related to Exports, processing
an Export Order, Entering into export contract, Export Pricing and Costing, Export-Import
(EXIM) Policy, 2014-2019
Unit IV: Legal and Ethical Issues in International Marketing
Introduction, Nature of International Business Disputes and Proposed Action, Legal
Concepts Relating to International Business, International Dispute Settlement Machinery,
ethical Consideration in International Marketing and Marketing Communications.
6.3 Digital Marketing
Unit I: Introduction to digital marketing
Introduction, Features, Importance, Functions ,Advantages and Limitations
Unit II: Activities of Digital Marketing
Search Engine Optimization, Email Marketing, Blog Marketing, Display Marketing
Unit III:E-Business and Applications
Meaning, Different phases of launching E-Business, Electronic Data Interchange (EDI), Benefits of
EDI
Unit IV: Security and Privacy Issues
Unethical practices related to E-Business, Cyber Act, Electronic payment systems, issues relating
privacy and security in E-Business.
6.4 Rural Marketing
Unit I -Rural Marketing
Nature, Definition, Scope, Importance, Challenges and opportunities in India. Factors
influencing Rural Marketing: Socio
-cultural factors, population, occupation, literacy level, land distribution & use, development
programmes, infrastructure, communication media, credit availability, local requirements.
Rural Market: Size & structure, Segmentation of Indian rural market. Rural and Urban
Market: A Comparative Analysis
Unit II-Rural Marketing Research
Rural Consumer Behaviour, Market research (with special reference to seeds,fertilizers, farm
equipments, new techniques, agricultural output & other services.)
Product and Service Marketing in Rural India: Rural Marketing Mix: Product Planning,New
Product Development for Rural Markets, Brand Management in Rural Market and
communication media & message, distribution channels,: Rural Retail Channel
Management
Unit III: e-Rural Marketing
e-Choupal Model of ITC, IT for Sustainable Rural Development and E-Governance in rural
market Corporate Sector in Agri-business: Cultivation, Processing & Retailing
Organized Rural Retailing
Unit IV: Social Marketing
Corporate Social Responsibility and Rural Marketing ,Consumer Education: Consumer
Education and consumer movement in rural India.Role of government in Rural
Marketing.Role of NGOs in Rural Marketing
.
6.5 Retail Marketing
Unit 1- Introduction to Retailing
Introduction, Meaning of Retailing, Economic Significance of Retailing, Retailing
Management Decision Process, Product Retailing vs. Service Retailing, Types of Retailers,
Retailing Environment, Indian vs. Global Scenario, Retail Marketing Environment-
Introduction, Understanding the Environment, Elements in a Retail Marketing Environment,
Environmental Issues
Unit 2- Store Location and Layout & Retail Merchandising
Introduction, Types of Retail Stores Location, Factors Affecting Retail Location Decisions,
Country/Region Analysis, Trade Area Analysis, Site Evaluation, Site Selection, Location
Based Retail Strategies
Introduction, Understanding Merchandising Management, Activities of a Merchandiser,
Retail Merchandising Management Process
Unit 3-International Retailing
Introduction, Stages in Retail Global Evolution, Reasons for Going Global, Benefits of
Going Global, Other Opportunities and Benefits of Going Global, Market Entry Methods
Unit 4-Rural Retailing
Introduction, an Overview of the Indian Rural Market, Role of Rural retailing in India,
Challenges in Indian Rural Market, Periodic Markets (Shanties/Haats/ Jathras), Rural retail
Players in India, Rural Retail Strategies, Future of Rural retailing
6.6 Project Work -II
Note: At the end of Semester Vth and VIth students have to submit Prepare and submit
a Project on any of the abovementioned subject covered in Semester I to Semester VI