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