a n n a m a la i u n iv ersity - audde.in

A N N A M A L A I U N IV E R S IT Y

D IR E C T O R A T E O F D IS T A N C E E D U C A T IO N

M .B .A ( M a r k e t in g M a n a g e m e n t )

R E G U L A T I O N S A N D S Y L L A B U S

C opyrigh t R ese rved

(F o r P riva te C ircu la t ion O n ly)

A N N A M A L A I U N IV E R S IT Y

D IR E C T O R A T E O F D IS T A N C E E D U C A T IO N

D ear S tud ent,

W e are fo rw ard ing the regu lations and sy llabus fo r the

M .B .A (M arke ting M anagem ent) . The sub je c ts that you have to s tud y and

the num ber o f le ssons/units in each sub je c t are m entioned in the sy llabus .

P lease com pare the lessons/units w ith sy llabus . In case yo u find any

d is c repancy p lease in fo rm the D ire c to r by nam e im m ed iate ly .

W ish you a ll success .

D IR E C T O R

1

M .B .A (M A R K E T IN G M A N A G E M E N T )

R ev ised R E G U L A T IO N S A N D S Y L L A B U S

R E G U L A T IO N S

O b je c tiv e s

T h e M aster o f B u sin ess A d m in istrat ion (M A R K E T IN G M A N A G E M E N T ) d egree

p rogram m e o f th e D irecto rate o f D istan ce E d u cat ion o f th e A n n am ala i U n ivers ity is

to equ ip p ract ic in g E xecu t ives an d M an agers w o rk in g in P r ivate / P u b lic S ecto r

U n d ertak in gs / B an k s / E d u cat ion a l In st itu t ion s / In d u str ies an d o th er s im ilar

o rgan isat ion s so as to en ab le th em to en r ich th eir m an ager ia l sk ills , d ec is ion -

m ak in g, an d to en h an ce th eir p rob lem so lv in g ab ility, th rou gh case stu d ies,

lectu res, ro le -p lays an d b u sin ess gam es w ith sp ecia l fo cu s on M ark et in g

M an agem en t.

T h e P ro g ra m m e o f S tu d y D u ra tio n

T h e d u rat ion o f th e p rogram m e is tw o years an d stu d en ts sh a ll com p lete th e

p rogram m e w ith in a p er iod o f 7 years from th e year o f ad m ission an d th e

p rogram m e w ill com p r ise th e su b jects given in regu lat ion s.

M e d iu m o f In s tru c tio n

E n glish w ill b e th e m ed iu m o f in stru ct ion fo r th e p rogram m e.

E lig ib ility fo r A d m is s io n

1 . A n y G rad u ation

2 . A p p licat ion s w h o h ave qu a lif ied th em selves in P .G . D ip lom as in M an agem en t

o f an y U n ivers ity / o r an y recogn ized in st itu te an d th ose w h o h ave w ork ed in

M an ager ia l / E xecu t ive/ S u p erviso ry cad re in a M an u factu r in g/ M ark et in g /

B an k in g / S erv ice o rgan isat ion s w ill b e given p referen ce.

A w a rd o f D e g re e

C an d id ates fo r th e M .B .A . M ark et in g D egree sh a ll b e re qu ired to p ass th e

exam in at ion h eld b y th e U n ivers ity a fter u n d ergo in g th e p rescr ib ed p rogram m e o f

stu d y th rou gh D istan ce E d u cat ion .

P e rs o n a l C o n ta c t P ro g ra m m e s (C o m p u ls o ry)

T w o P erson al C on tact P rogram m es o f fou r d ays each is arran ged at d if feren t

cen tres fo r th e b en efit o f th e stu d en ts. In th e f in a l year S p ecia l lectu res / C ase

S tu d ies / G rou p D iscu ssion s / R o le P lays / M an agem en t G am es / In B ask et

E xerc ises / B ra in S to rm in g session s w ill b e con d u cted . T each in g w ill b e th rou gh

stu d y m ater ia ls sen t to th e stu d en ts su p p lem en ted b y face to face con tact

p rogram m es, gu est lectu res an d au d io an d v id eo cassettes.

F IR S T YE A R

1 .1 P r in cip les O f M an agem en t

1 .2 M ark et in g M an agem en t

1 .3 F in an cia l M an agem en t

1 .4 O p erat ion s M an agem en t

1 .5 H u m an R esou rce M an agem e n t

1 .6 S tat ist ics fo r M an agers

1 .7 M an ager ia l com m u n icat ion

1 .8 A d vert is in g an d S a les P rom otion

2

S E C O N D YE A R

2 .1 P rod u ct an d S erv ices M ark et in g

2 .2 M ark et in g R esearch

2 .3 C on su m er B eh aviou r

2 .4 R u ra l M ark et in g

2 .5 S a les an d D istr ib u t ion M an agem e n t

2 .6 S trategic M an agem en t

2 .7 P ro ject w o rk an d v iva -voce (1 5 0 + 5 0 )

(o r )

2 .7 .1 E -C om m erce

2 .7 .2 B u sin ess R esearch M eth od s

S c h e m e o f E x a m in a tio n s

T h e to ta l m ark s fo r each cou rse is 1 0 0 . In lieu o f P ro ject w o rk an d V iva -Voce

stu d en ts can ap p ear fo r tw o th eo ry cou rses each 1 0 0 m ark s.

C ou rse D u ration

M ax . M ark s

W ritten

E x am in ation +

A ssign m en t

M in . M ark s fo r

a P ass

F irst Year

C ou rse 1 .1 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .2 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .3 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .4 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .5 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .6 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .7 3 h ou rs 7 5 + 2 5 5 0

C ou rse 1 .8 3 h ou rs 7 5 + 2 5 5 0

S econ d Year

C ou rse 2 .1 3 h ou rs 7 5 + 2 5 5 0

C ou rse 2 .2 3 h ou rs 7 5 + 2 5 5 0

C ou rse 2 .3 3 h ou rs 7 5 + 2 5 5 0

C ou rse 2 .4 3 h ou rs 7 5 + 2 5 5 0

C ou rse 2 .5 3 h ou rs 7 5 + 2 5 5 0

C ou rse 2 .6 3 h ou rs 7 5 + 2 5 5 0

C ou rse 2 .7 P ro ject w o rk an d v iva voce 1 5 0 + 5 0 1 0 0

C ou rse

2 .7 .1 T w o cou rses in lieu o f

p ro ject w o rk

1 0 0 5 0

2 .7 .2 1 0 0 5 0

P a s s in g M in im u m

A t th e en d o f each year o f stu d y, ca n d id ates sh a ll h ave to tak e th eir

exam in at ion in a ll th e cou rses th ey stu d ied d u r in g th at year .

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A can d id ate sh a ll b e d eclared to h ave p assed th e exam in at ion if h e/ sh e

ob ta in s n o t less th an 5 0 p er cen t o f m ark s in each cou rse. C an d id ates secu r in g less

th an p rescr ib ed p ass m in im u m sh all b e d eem ed to h ave fa iled in th e w r it ten

exam in at ion o f th at year .

H ow ever , h e/ sh e sh a ll b e requ ired to ap p ear aga in fo r th ose cou rses on ly in

w h ich h e/ sh e h as fa iled in o rd er to get a p ass in th e su b sequ en t exam in at ion .

A can d id ate w h o op ts fo r p ro ject w o rk sh a ll b e d eclared to h ave p assed in th e

P ro ject W ork an d V iva -voce E xam in at ion , if h e / sh e secu res an overa ll m in im u m o f

5 0 p er cen t (com b in in g b o th p ro ject w o rk an d th e V iva -Voce) ou t o f 2 0 0 m ark s.

A can d id ate w h o fa ils in th e p ro ject w o rk an d V iva -Voce exam in at ion m ay b e

p erm itted to resu b m it a p ro ject an d ap p ear fo r th e V iva -Voce fo r th e secon d t im e, if

so recom m en d ed b y th e exam in ers. N o C an d id ate sh a ll b e p erm itted to su b m it th e

p ro ject w o rk an d ap p ear fo r th e V iva -Voce m ore th an tw ice on ad d it ion a l fee

p aym en ts.

C la s s ific a tio n N o rm s

F irst C lass : C an d id ates secu r in g 6 0 % an d ab ove in aggregate in th e w h o le

exam in at ion sh a ll b e p laced in th e F irst c lass,

S econ d C lass : T h ose w h o ob ta in 5 0 % an d ab ove b u t less th an 6 0 % sh a ll b e

p laced in th e S econ d C lass,

C an d id ate w h o ob ta in 7 5 % in aggregate sh a ll b e d eem ed to h ave p assed th e

exam in at ion w ith d ist in ct ion , p rovid ed th ey p ass a ll exam in at ion s p rescr ib ed

fo r th e p rogram m e in th e F irst ap p earan ce itse lf .

F o r u n s u c c e s s fu l C a n d id a tes

C an d id ates w h o fa iled in an y cou rse in th e F irst year , w ill b e p erm itted to

p roceed to th e secon d year .

If a can d id ate fa ils in an y o f th e th eo ry cou rses h e / sh e sh a ll b e requ ired to

reap p ear fo r th at cou rse(s ) on ly.

R e v is e d S Y L L A B U S

C O U R S E 1 .1 : P R IN C IP L E S O F M A N A G E M E N T

O b je c tiv e

T o give a b road er u n d erstan d in g o f th e m an agem en t con cep ts an d tech n iqu es;

to k n ow ab ou t th e d evelop in g, execu t in g ta len ts o f th e m an agers.

U n it– I

T h e d evelop m en t o f m an agem en t th ou gh t -P re sc ien t if ic m an agem en t era –

h u m an re la t ion era – so c ia l sc ien ces era – m an agem en t sc ien ces era – con tr ib u t ion

o f F .W .T aylo r , H en r i Fayo l, E lton M ayo , M ary P ark er Fo llet , R en sis L ik er t ,

M cG rego r , H erb ert A . S im on , P eter F .D ru ck er – T ren d s an d C h allen ges o f

M an agem en t in G lob a l S cen ar io .

D efin it ion s o f ad m in istrat ion an d m an agem en t – B asic P r in cip les an d p rocess

o f m an agem en t.

P lan n in g – D ist in gu ish in g b etw een op erat ion a l an d strategic p lan n in g – typ es

o f p lan s – grou p in g o f var iou s typ es o f p lan s – S tep s in p lan n in g – M ak in g o f

E ffect ive P lan n in g.

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U n it– II

P o licy m ak in g: Im p ortan ce o f p o lic ies – T yp es o f p o lic ies – P r in cip les o f p o licy

m ak in g –P o licy fo rm u lat ion an d A d m in istrat ion – B asic areas o f P o licy m ak in g.

O rgan isat ion a l th eo ry – Fo rm al o rgan isat ion – In fo rm al o rgan isat ion – N ew

Fo rm s o f O rgan izat ion - V ir tu a l O rgan isat ion as N etw ork s – Id en t if ica t ion o f in fo rm al

grou p s – S ociogram – B en efits o f sou n d o rgan isat ion stru ctu re – O rgan izat ion a l

D esign s fo r C h an ge an d In n ovat ion .

D ep artm en tat ion – O rgan isat ion C h arts an d m an u als .

U n it– III

D efin it io n o f A u th o r ity - A u th o r ity – re la t ion sh ip – L in e au th o r ity – S ta ff

au th o r ity –L in e an d S ta ff C on flic t - L in e o rgan isat ion – L in e an d D ep artm en ta l lin e

o rgan isat ion – S ta ff re la t ion sh ip s – lin e an d sta ff o rgan isat ion – Fu n ct ion a l

o rgan isat ion – C om m ittee o r gan isat ion .

C om p on en ts o f au th o r ity – R at ion a l au th o r ity – T rad it ion a l au th o r ity –

C h ar ism atic au th o r ity – L im its o f au th o r ity – D elegat ion o f au th o r ity –

C en tra lisat ion an d D ecen tra lisat ion – S p an o f C on tro l.

S ta ff in g Fu n ct ion – N atu re an d p u rp ose o f sta f f in g – im p ortan ce o f sta ff in g –

C om p on en ts o f sta ff in g.

U n it– IV

T h e d irect ion fu n ct ion – L ead ersh ip styles an d fu n ct ion s. C om m u n icat ion –

T yp es an d fo rm s o f com m u n icat ion – P rocess o f com m u n icat ion – C om m u n icat ion

N etw ork – B arr iers to e f fect ive com m u n icat ion – S u ggest ion s to m ain ta in e f fect ive

com m u n icat ion .

U n it–V

D ecis ion M ak in g P rocess – C om m on sen se ap p roach – S c ien t if ic ap p roach -

O p erat ion s R esearch M eth od – R at ion a l, H u m an ist ic , P osit ive – p rocrast in at ive –

n egat ive an d in tegrat ive ap p roach es.

C o -o rd in at ion –N eed fo r C o -o rd in at ion –T yp es o f In terd ep en d en ce –C o-

o rd in at ion – P oo led , S equ en tia l an d rec ip roca l in terd ep en d en ce – P r in cip les o f

co -o rd in at ion – A p p roach es to ach iev in g e f fect ive co -o rd in at ion – p rob lem o f

co -o rd in at ion .

C on cep t o f C on tro l – Im p ortan ce o f C on tro l –A n in tegrated C on tro l S ystem .

U n it–V I

M an agem en t b y ob ject ives – H ierarch y o f ob ject ives/ Q u alita t ive an d

Q u an tita t ive ob ject ives – P rocess o f M B O – M an agem en t b y E xcep t ion .

S u p erv is ion – P osit ion o f a S u p erv iso r – Fu n ct ion an d Q u alit ie s o f a G ood

S u p erv iso r –E ssen t ia l requ irem en ts o f e f fect ive su p erv is ion – R en sis L ik er t stu d ies

o f su p erv iso r e f fect iven ess.

R o le o f C reat iv ity an d In n ovat ion in M an agem en t - S ocia l resp on sib ility o f

b u sin ess.

R e fe re n c e B o o k s

1 ) K oon tz an d O ’D on n ell, P r in cip les o f M an agem en t, M cG raw -H ill, 2 0 1 4 .

2 ) G u p ta , R .N ., P r in cip les o f M an agem en t, S . C h an d , C h en n ai, 2 0 1 0 .

5

3 ) T . R am asam y, P r in cip les o f M an agem en t, H im alaya P u b lish in g H ou se, 2 0 1 3 .

4 ) B h avesh A rv in d K u m ar L ak h an i, D r .K h u sh p at S . J a in , P ar in S h ah an d S w ati

M od i, P r in cip les o f M an agem en t, F irst E d it ion , H im alaya P u b lish in g H ou se,

2 0 1 1 .

5 ) M . G ovin d ara jan an d S . N atara jan , P r in cip les o f M an agem en t, P ren t ice H all o f

In d ia , 2 0 1 2 .

6 ) S am u el, C . C erto an d T erv is C erto , M od ern M an agem en t: C on cep ts an d S k ills ,

1 2 th E d it ion , P earso n P u b licat ion s, 2 0 1 2 .

7 ) R ob b in s, S .P ., Fu n d am en ta ls o f M an agem en t, P earson P u b licat ion s, 2 0 0 3 .

J o u rn a ls a n d M a g a z in e s

1 ) J ou rn al o f M an agem en t, S ou th ern M an agem en t A ssocia t ion .

2 ) In tern at ion a l J ou rn a l o f M an agem en t an d B u sin ess S tu d ies.

3 ) G lob a l J ou rn a l o f M an agem e n t an d B u sin ess S tu d ies (R esearch In d ia

P u b licat ion s).

4 ) In tern at ion a l J ou rn a l o f M an agem en t R eview s

W e b R e s o u rc e s

1 ) w w w .exed .h b s.ed u / p rogram s/ gm p

2 ) w w w .h b s.ed u / facu lty/ u n its/ gm / P ages/ d efau lt .asp x

3 ) w w w .a la .o rg/ ru sa/ sect ion s/ b rass/ .. ./ b estb u sin ess w eb sitesgen era l

4 ) w w w .iim ah d .ern et . in / p rogram m es/ p gp x .h tm l

5 ) w w w .stu d yat.u w a.ed u .au / careers/ gen era l-m an ager

C O U R S E 1 .2 : M A R K E T IN G M A N A G E M E N T

O b je c tiv e

T o fam iliar ize an d exp ose th e stu d en ts ab ou t th e en viron m en t o f m ark et ,

con su m er b eh aviou r an d to d evelop th e ab ility to d esi gn th e b est m ark et in g

stra tegy b y an a lyzin g th e facto rs in f lu en cin g th e p u rch ase d ecis ion .

U n it– I

M ark et in g – D efin it ion – Im p ortan ce – C on cep ts in M ark et in g, M ark et in g T ask s

(C on ven t ion a l & S t im u lat ion a l M ark et in g, M ain ten an ce M ark et in g, S yn ch ro

M ark et in g) M ark et in g C on cep ts – T rad it ion a l an d M od ern C on cep ts – M ark et in g

E n viron m en t, M ark et in g S trategies – K in d s o f M ark et in g S trategies – M ark et in g M ix

C on cep t – M ark et in g R esearch an d In fo rm ation – O b ject ives an d P rocess.

U n it– II

M ark et S egm en tat ion – B ases fo r S egm en tin g C on su m er an d in d u str ia l M ark et

– M ark et T arget in g an d P rod u ct P osit ion in g - C on su m er B eh aviou r – Facto rs

In f lu en cin g C on su m er B eh aviou r - S a les Fo recast in g – T ech n iqu es.

U n it– III

P rod u ct – M ean in g –C lassif ica t ion o f G ood s – P rod u ct P lan n in g - P rod u ct L ife

C ycle – N ew P rod u ct D evelop m en t – N ew P rod u ct A d op t ion P rocess - In n ovat ion –

P rod u ct O b so lescen ce – E lim in at ion – P rod u ct R ela ted S trategies – B ran d in g,

L ab elin g, T rad e M ark – P ack agin g – N ew T ren d s in P ack agin g - C op y R igh t P aten ts.

U n it– IV

P r ic in g - M ean in g an d O b ject ives - P r ic in g P o lic ies an d S trategies P r ic in g

M eth od s - D istr ib u t ion – S e lect ion o f ch an n el o f d istr ib u t ion – w h o lesa lers an d

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reta ilers – fu n ct ion s an d im p ortan ce – T ran sp o rt – ro le an d im p ortan ce in

d istr ib u t ion n etw ork - W areh ou sin g d ecis ion s - M an agem en t o f p h ysica l

d istr ib u t ion .

U n it–V

P rom otion – P rom otion M ix – P u rp ose o f P rom otion - P rom otion S trategy – S a les

P rom otion – A d ver t is in g –U ses o f A d ver t is in g – K in d s o f A d ver t is in g B u d get - S a les

M an agem en t - S a lesm an sh ip Q u alit ies – E ffect iven ess in S ellin g – S a les P rocess –

P u b lic ity – typ es - p u rp ose.

U n it–V I

C on su m er ism – p rob lem s o f con su m er p ro tect ion – D evelop m en ts in

C on su m er P ro tect ion in In d ia - G overn m en t an d M ark et in g – IS I, A G M A R K , P u b lic

D istr ib u t ion o f essen t ia l c om m od it ies – N eo M ark et in g T ren d s – e -M ark et in g – T e le-

m ark et in g – G reen M ark et in g – E ven t M ark et in g – V ira l M ark et in g – D irect

M ark et in g- E th ics in M ark et in g.


1 ) V .S . R am asw am y an d N am ak u m ar i, M ark et in g M an agem en t, M acM illan ,

2 0 0 2 .

2 ) P h ilip K o t ler , M ark et in g M an agem en t, P ren t ice H all o f In d ia , 2 0 1 1 .

3 ) R .S .N .P illa i an d S .K a la , M ark et in g M an agem en t, S .C h an d , C h en n ai, 2 0 1 0 .

4 ) R .S .N . P illa i, M od ern M ark et in g P r in cip les an d P ract ices, S .C h an d , C h en n ai,

2 0 0 9 .

5 ) D r. B . B a la ji, S erv ices M ark et in g an d M an agem e n t, S . C h an d , C h en n ai, 2 0 1 0 .


1 ) J ou rn al o f M ark et in g M an agem en t

2 ) G lob a l J ou rn a l o f M ark et in g M an agem en t an d R esearch .

3 ) J ou rn al o f M ark et in g an d M an agem en t

4 ) In tern at ion a l J ou rn a l o f M an agem en t an d M ark et in g

5 ) A sia P acif ic J ou rn a l o f F in an cia l M an agem en t an d M ark et in g R esearch .


1 ) w p s.p earson ed .co .u k / em a_u k _h e_k o t ler_eu rom m _1

2 ) w w w .m ark et in gtod ay.com

3 ) w w w .tan d fon lin e.com / toc/ r jm m 2 0

4 ) w w w .p earson h igh ered .com / k o t ler

5 ) w w w .m ark et in geye.com .au / m ark et in g.. ./ m ark et in g/ top -2 0 -m ark et in g-

w eb sites

6 ) w w w .asiam ark et in gm an agem en t .com

C O U R S E 1 .3 : F IN A N C IA L M A N A G E M E N T

O b je c tiv e s

T h e b asic a im o f th e cou rse is to d evelop an d acqu ain t th e stu d en ts w ith th e

var iou s con cep ts tech n iqu es, m eth od s o f p lan n in g, fo recast in g, ra is in g, e f fect ive

u t iliza t ion , ap p ra isa l an d to d evelop an d in crease th e d ecis ion m ak in g ab ility in th e

area o f f in an ce.

U n it– I

F in an ce Fu n ct ion s – N atu re A n d S cop e – E vo lu t ion O f F in an ce Fu n ct ion – Its

N ew R o le in T h e C on tem p orary S cen ar io – G oa ls O f F in an ce Fu n ct ion – M ax im is in g

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P ro fit Vs W ealth – C ost – R isk – R etu rn - T rad e O ff – C on cep t O f T im e Va lu e O f

M on ey – Fu tu re Va lu e A n d P resen t Va lu e A n d T h e B asic Va lu at ion M od el

U n it– II

S ou rces O f S h o rt T erm F in an cin g – T h e M an agem en t O f W ork in g C ap ita l –

M ean in g O f W ork in g C ap ita l – W ork in g C ap ita l D efin it ion – F in an cin g M ix – B asic

A p p roach es – H ed gin g A p p roach -A ggressive A p p roach – T h e C on servat ive A p p roach

–T rad e O ff B etw een T h e T w o – – M an agem en t O f C ash – Im p ortan ce O f C ash A n d

L iqu id ity- M o t ives Fo r H o ld in g C ash – O b ject ives O f C ash M an agem e n t-C ash

B alan ce D ecid in g Facto rs – C ash M an agem en t S trategies – D eterm in at ion O f C ash

C ycle – C ash T u rn over – M in im u m O p erat in g C ash – S tretch in g T h e A ccou n t

R eceivab les – C om b in ed O p erat ion O f M an agem en t S trategies - W ork in g C ap ita l

C on tro l – W ork in g C ap ita l G ap – B an k in g P o licy – R eceivab les M an agem en t –

O b ject ives – C ost B en efit C red it P o lic ies – C red it T erm s – C o llect ion P o lic ies –

In ven to ry M an agem en t - O b ject ives O f In ven to ry – In ven to ry M an agem en t

T ech n iqu es – C ost B en efit – O th er S h o rt T erm S ou rces O f F in an ce

U n it– III

S ou rces O f L on g T erm F in an ce – N atu re O f T erm F in an cin g – C om m on S tock –

P re ferred S tock – D eb t F in an cin g – S ecu red A n d U n secu red D eb ts – R ep u rch ase O f

S h ares – R igh t Issu e P roced u re – U n d erw r it in g S h ares – P r ic in g T h e R igh t Issu es –

D ilu t ion O f M ark et P r ice R igh ts – M ark et P r ice S h are – L ist in g – R is in g O f T h e T erm

L oan s A n d O th er S ou rces O f F in an ce – Issu e O f B on u s S h are A n d Its P roced u re

U n it– IV

D ivid en d P o licy D ecis ion – In tern a l F in an cin g – D iv id en d - R eta in ed E arn in gs –

R elevan ce A n d Ir re leva lan ce O f D iv id en d M M H yp o th esis – W alter ’s M od el -C ost O f

R eta in ed E arn in gs – D iv id en d P ract ices – Facto rs A ffect in g D iv id en d P o licy –

D iv id en d P ayou t R at io - S tock D iv id en d s A n d S tock S p lit

U n it–V

C ost O f C ap ita l A n d C ap ita l S tru ctu re – C ost O f S p ecif ic S ou rce O f C ap ita l –

C ost O f R eta in ed E arn in gs – M easu rem en t O f O vera ll C ost O f C om m on S tock – C ost

O f P referred S tock – C ap ita l S tru ctu re –T rad it ion a l A n d M od ern A p p roach –

L everages – T yp es-M easu rem en t O f L everages – E ffect O f P ro f it –A n alys in g

A ltern at ive F in an cin g P lan s - Va lu at ion O f S h ares – C on cep t O f C on cern Va lu e –

A sset A p p roach - Va lu at ion A p p roach

U n it–V I

M erger – A cqu is it ion A n d R estru ctu r in g - R eason s Fo r M erger -M ech an ics O f

M erger - C ost B en efit O f M erger - T erm s O f M erger - T ak e O ver –J o in t Ven tu re -

M an agin g A n d A cqu is it ion s - R estru ctu r in g -P o rt fo lio -F in an cia l M an agem en t O f

S ick U n its - D efin it ion s-C au ses-S ym p tom s-P red ict ion -R eview O f S ick U n its .

E con om ic Va lu e A d d ed (E VA ) - C on cep t O f E VA - C a lcu lato ry E VA -

A d ju stm en ts Fo r C a lcu lat ion s O f E VA - S u p er io r ity O f E VA .


1 ) I M P an d ey, F in an cia l m an agem en t, 1 0 th E d it ion , V ik as P u b lish in g com p an y,

N ew D elh i 2 0 1 0 .

2 ) S .N M ah esw ar i, F in an cia l m an agem en t P r in cip les an d p ract ice , S u ltan an d

son s, N ew D elh i, 2 0 1 3 .

8

3 ) M .Y K h an an d P K J a in , F in an cia l M an agem en t, T ata M cG raw -H ill, N ew D elh i,

2 0 0 7 .

4 ) P rasan n a C h an d ra , F in an cia l M an agem en t, 6 th E d it ion , T ata M cG raw -H ill,

N ew D elh I, 2 0 1 4 .

5 ) R ajiv S r ivastava , A n il M ish ra , F in an cia l M an agem en t, O x fo rd U n ivers ity P ress,

N ew D elh i, 2 0 1 2 .

6 ) P .C .T u ls ian , C .A .B h arat T u ls ian , F in an cia l M an agem en t, S .C h an d

P u b licat ion s, 2 0 1 2 .

7 ) D r.V .R .P a lan ive lu , F in an cia l M an agem en t T h eo ry, P rob lem s an d S o l. S . C h an d ,

2 0 1 0 .

8 ) V .K .B h alla , In tern at ion a l F in an cia l M an agem en t T ex t A n d C ases, S . C h an d ,

2 0 1 4 .

9 ) G .S u d arsan a R ed d y, F in an cia l M an agem en t (P r in cip les an d P ract ice ), T h ird

E d it ion , H im alaya P u b lish in g H ou se ,2 0 1 4 .

1 0 ) D r.B .G . S atyap rasad an d D r .P .V . K u lk arn i, F in an cia l M an agem en t, 1 3 th

E d it ion , H im alaya P u b lish in g H ou se, 2 0 1 1 .

1 1 ) S h r i N aren d ra S in gh , A d van ced F in an cia l M an agem en t, S econ d E d it ion ,

H im alaya P u b lish in g H ou se, 2 0 1 1 .

1 2 ) J am es Van H orn e, F in an cia l M an agem en t an d P o licy, P ren t ice H all, 2 0 1 2 .

1 3 ) A rth u rJ .K eow n F in an cia l M an agem en t P r in cip les an d A p p licat ion s, P earson

E d u cat ion , 2 0 1 1 .

1 4 ) S h er id an J . T itm an , J oh n D . M art in , A r th u r J . K eow n F in an cia l M an agem en t:

P r in cip les an d A p p licat ion s (1 1 th E d it ion )P ren t ice H all, 2 0 1 0 .


1 ) J ou rn al o f B u sin ess M an agem en t

2 ) J ou rn al F in an cia l P lan n in g

3 ) In d ian J ou rn a l F in an cia l M an agem en t

4 ) T h e J ou rn a l o f F in an cia l M an agem en t

5 ) T h e J ou rn a l o f F in an cia l R isk


1 ) w w w .p h d in m an agem en t.o rg/ m an agem en t -resou rces

2 ) w w w .soas.ac.u k / lib rary/ su b jects/ fin an ce/ w eb -resou rces

3 ) ed u cat ion -p o rta l.com / .../ L ist_o f_Free_O n lin e_F in an cia l_M an agem en t

4 ) w p s.p earson ed .co .u k / em a_u k _h e_w ach ow icz_ fu n d fin m an _1 3

C O U R S E 1 .4 : O P E R A T IO N S M A N A G E M E N T

O b je c tiv e s

T h e cou rse a im s to exp la in th e con cep ts o f op erat ion s m an agem en t in an

o rgan izat ion an d exp ose to an a lyt ica l m eth od s. E xp osu re to m ater ia ls p lan n in g,

p u rch asin g an d p ro ject m an agem en t are a lso given to th e stu d en ts.

U n it– I

O p erat ion s M an agem en t con cep t, ob ject ives an d typ es –C h aracter ist ics o f

M od ern O p erat ion M an agem en t – d if feren ces b etw een serv ices an d G ood s –

O p erat ion S trategy – S trategic F it F ram ew ork – S u p p ly C h ain M an agem en t –

W areh ou sin g an d S u p p ly C h ain S tr ategies – S u p p ly C h ain D yn am ics.

9

U n it– II

P rod u ct d esign – facto rs, lega l, e th ica l an d en viron m en ta l issu es in p rod u ct

d esign – P rocess P lan n in g –select ion , stra tegy – p rocess stra tegy – M ak e o r B u y

d ecis ion s – Facility L ocat ion – in trod u ct ion – lo cat ion th eo r ies – s tep s in lo cat ion –

se lect ion - im p ortan ce o f lo cat ion facto rs – Facility L ayou t – m ean in g, d ef in it ion an d

scop e – typ es o f layou t serv ices.

U n it – III

O p erat ion s P lan n in g – R o le o f P rod u ct ion P lan n in g an d C on tro l in O p erat ion s

M an agem en t – M ain ten an ce – d ef in it ion - typ es o f m ain ten an ce – P lan n in g,

sch ed u lin g an d con tro l o f m ain ten an ce.

W ork stu d y – ob ject ives, p roced u res – M eth od S tu d y an d M o tion S tu d y - W ork

M easu rem en t an d P rod u ct iv ity.

U n it– IV

M ater ia ls M an agem en t – ob ject ives, p lan n in g, b u d ge t in g an d con tro l –

In ven to ry C on tro l – E con om ic O rd er Q u an tity – E con om ic B atch Q u an tity –A B C

an alys is – P roced u re fo r S tock C on tro l – M ater ia l H an d lin g – M ater ia l H an d lin g

E qu ip m en ts.

U n it–V

P u rch asin g - ob ject ives, fu n ct ion s, m eth od s – p o lic ies - Ven d or R at in g an d

Va lu e A n alys is – ro le o f p u rch ase m an ager – O ver V iew o f J IT – S to res M an agem en t

– n atu re, layou t o f sto res – S to ck Ver if ica t ion .

Q u ality C on tro l – Q u ality M ovem en t – con t in u ou s Im p rovem en t – to o ls – T Q M

con cep ts – S ix S igm a C on cep ts – IS O Q u ality C ert if ica t ion – Q u ality A ssu ran ce.

U n it–V I

P ro ject M an agem en t – S ch ed u lin g T ech n iqu es – P E R T an d C P M - S ch ed u lin g

W ork C en ters – n atu re an d im p ortan ce – p r io r ity ru les an d tech n iqu es – F low sh op

S ch ed u lin g – G an tt C h arts – p erson al sch ed u lin g in serv ice s – E R P – M ean in g an d

S cop e o f E R P – E R P im p lem en tat ion C ycle – R ecen t T ren d s in O p erat ion s

M an agem en t.


1 ) E verett E A d am & E b ert , P rod u ct ion & O p erat ion s M an agem en t, P H I

P u b licat ion fo r th ed it ion , 2 0 1 2 .

2 ) J osep h G M on k s, O p erat ion s M an agem en t (T h eo ry & P rob lem s), M cG raw H ill

In t . , 2 0 1 2 .

3 ) S .N . C h ary, P rod u ct ion an d O p erat ion s M an agem en t, T M H P u b licat ion s, 1 9 9 5 .

4 ) C h u n aw alla an d P at il, P rod u ct ion an d O p erat ion s M an agem en t, H im alaya ,

2 0 0 5 .

5 ) L ee J .K ra jew sk i an d L arry P . R itzm an , O p erat ion s M an agem en t: S trategy an d

A n alys is , 1 0 th ed it ion , A d ison W alley, 2 0 1 2 .

6 ) C h ase, A qu ilan o & J acob s, P rod u ct ion an d O p erat ion s M an agem en t, 1 2 th

ed it ion , T ata M cG raw H ill, 2 0 1 0 .

7 ) P .C .S h arm a, P rod u ct ion T ech n o logy (M an u factu r in g P rocess), S . C h an d ,

C h en n ai, 2 0 1 0 .

8 ) S .A . C h u n aw alla , B asics o f P rod u ct ion an d O p erat ion s M an agem en t, F irst

E d it ion , H im alaya P u b lish in g H ou se, 2 0 0 1 .

10


1 ) J ou rn als o f O p erat ion s M an agem en t

2 ) In tern at ion a l J ou rn a l o f A d van ced O p erat ion s M an agem en t.

3 ) In tern at ion a l J ou rn a l o f O p erat ion s an d P rod u ct ion M an agem en t.

4 ) J ou rn al o f P rod u ct ion R esearch an d M an agem en t

5 ) J ou rn al o f P rod u ct ion M an agem en t

6 ) J ou rn al o f P rod u ct ion an d O p erat ion s M an agem en t

7 ) In d ian J ou rn a l o f P rod u ct ion M an agem en t an d E n gin eer in g

8 ) In tern at ion a l o f O p erat ion s an d P rod u ct ion M an ag em en t

9 ) J ou rn al o f O p erat ion s M an agem en t


h ttp / / h om ep ages.st .m art in .ed u / fac.sta ff/ d stou t/M B A 6 3 1 / k eton e n o tes.h tm .

C O U R S E 1 .5 : H U M A N R E S O U R C E M A N A G E M E N T

O b je c tiv e

T h e ob ject ive o f th is su b ject is to teach th e b asic p r in cip les o f h u m an resou rce

m an agem en t, h ow an o rgan izat ion acqu ires, rew ard s, m o tivates, u ses, an d

m an ages its em p loyees e f fect ive ly. In ad d it ion , it p rovid es a lega l an d con cep tu a l

fram ew ork fo r m an agers, tech n iqu es fo r eva lu at in g p er fo rm an ce, stru ctu r in g team s,

coach in g an d m en to r in g p eop le in tod ay’s in creasin gly com p lex w ork p lace.

U n it– I

H u m an R esou rce M an agem en t: M ean in g – N atu re – S cop e – O b ject ives –

Im p ortan ce - H R M an d H R D – P rob lem s o f H R M .

Fu n ct ion s o f H R M – M an ager ia l Fu n ct ion s an d O p erat ive fu n ct ion s –

O rgan isat ion o f H R M D ep artm en t – Q u alit ies an d Q u alif ica t ion o f H R M an agers –

H R P o lic ies - E n viron m en ta l in f lu en ces o f H R M – H R M C h allen ges – H R M

S trategies .

U n it– II

H u m an R esou rce P lan n in g, R ecru itm en t an d S elect ion : H u m an R esou rce

P lan n in g – M ean in g – N eed an d Im p ortan ce – O b ject ives – P rob lem s – P rocess –

R ecru itm en t: - M ean in g – Facto rs In f lu en cin g R ecru itm en t – R ecru itm en t P o licy –

P rob lem s in R ecru itm en t – S ou rces o f R ecru itm en t.

S e lect ion – M ean in g – O b ject ives – Im p ortan ce – S e lect ion P o licy – S tep s in

S elect ion P rocess. T ests - T yp es – U ses. In terv iew – T yp es – L im ita t ion s - G u id elin es

fo r E ffect ive in terv iew – P lacem en t.

U n it– III

J ob A n alys is an d E va lu at ion : J ob A n alys is – M ean in g o f J ob an d J ob A n alys is

– P u rp ose – U ses – C on ten ts – S tep s in J ob A n alys is – T ech n iqu es o f J ob A n alys is –

J ob D escr ip t ion - J ob S p ecif ica t ion .

J ob E va lu at ion : M ean in g – O b ject ives – P roced u re – U ses – L im ita t ion s – J ob

E va lu at ion M eth od s : R an k in g M eth od , G rad in g M eth od , P o in t S ystem , Facto r

C om p ar ison M eth od , M ark et P r ic in g M eth od , J ob P r ic in g M eth od s – E ssen t ia ls o f

J ob E va lu at ion . J ob D esign – M ean in g – A p p roach es to D esign in g J ob s – G u id elin es

fo r J ob D esign in g – T ech n iqu es fo r D esign in g J ob s: S im p lif ica t ion , J ob

E n largem en t, J ob R o tat ion an d J ob E n r ich m en t.

11

U n it– IV

H u m an R esou rce D evelop m en t: M ean in g – E d u cat ion - T ra in in g - D evelop m en t

- T ra in in g Vs D evelop m en t – T ra in in g: N eed an d Im p ortan ce – O b ject ives – T yp es –

In p u ts to T ra in in g – T ra in in g N eed s A ssessm en t – O rgan isat ion o f T ra in in g

P rogram m es – S tep s in T ra in in g P rogram m e – E va lu at ion o f T ra in in g P rogram m es -

T ech n iqu es o f T ra in in g an d D evelop m en t: O n – th e–J ob T ra in in g M eth od s - O ff-th e–

J ob T ra in in g M eth od s – M an agem en t D evelop m en t P rogram m es – E ssen t ia ls o f

M an agem en t D evelop m en t P rogram m es - T ra in in g an d D evelop m en t in In d ia -

T ra in in g In st itu tes – G overn m en t P o licy.

U n it–V

T ran sfer , P rom otion , D isc ip lin e an d C om p en sat ion : T ran sfer – O b ject ives –

T ran sfer P o licy – T yp es o f T ran sfer - P rom otion – P u rp ose – P rom otion p o licy –

T yp es o f P rom otion - D em otion . D isc ip lin e – M ean in g – P os it ive an d N egat ive

A sp ects o f D isc ip lin e – C au ses o f In d isc ip lin e - D isc ip lin ary P roced u re –

M ain ta in in g D isc ip lin e. C om p en sat ion : O b ject ives o f C om p en sat ion Fu n ct ion s –

P r in cip les – Facto rs In f lu en cin g W age an d S a lary A d m in istrat ion – E xecu t ive

C om p en sat ion P lan s. B en efits an d E m p loyee S erv ices – F r in ge B en efits – C overage

o f F r in ge B en efits – E m p loyee S erv ices. K n ow led ge creat ion an d M an agem en t –

V ir tu a l O rgan izat ion – E m ergin g H R T ren d

U n it–V I

P er fo rm an ce A p p ra isa l : P er fo rm an ce A p p ra isa l – M ean in g – N eed an d

Im p ortan ce – O b ject ives – P rob lem s in P er fo rm an ce A p p ra isa l - Facto rs In f lu en cin g

P er fo rm an ce A p p ra isa l – T ech n iqu es o f P er fo rm an ce A p p ra isa l : T rad it ion a l

T ech n iqu es – M od ern T ech n iqu es.

Q u ality o f W ork in g L ife : M ean in g – Issu es in Q u ality o f W ork in g L ife –

M easu r in g Q u ality o f W ork in g L ife – O b stacles to Q u ality o f W ork in g L ife

P rogram m es – Q u ality C irc les – T ech n iqu es – E ffect ive Q u ality C irc les –

E m p ow er in g E m p loyees.

D evelop m en t in H R M : e -H R M – H R ou tsou rcin g – e-H R A ct iv it ies - e-

R ecru itm en t – e-S elect ion – e -T ra in in g – e-P er fo rm an ce M an agem en t – 3 6 0 o an d

7 2 0 o P er fo rm an ce A p p ra isa l – e-C om p en sat ion – D ata E n velop M eth od s.


1 ) A sh w ath ap p h . K , H u m an R esou rce M an agem en t, T ata M cG raw -H ill, N ew

D elh i, 2 0 1 3 .

2 ) G u p ta C .B , H u m an R esou rce M an a gem en t, S u ltan C h au d an d S on s, N ew

D elh i, 2 0 0 9 .

3 ) F lip p o , E .B ., P erson n el M an agem en t, M cG raw H ill, K ogah u sh a, 1 9 8 0 .

4 ) M em oria , C .B ., P erson n el M an agem en t, H im alaya P u b lish in g H ou se, 2 0 0 3 .

5 ) S .S K h an k a, H u m an R esou rce M an agem en t, S . C h an d , C h en n ai, 2 0 0 9 .

6 ) P .N . S u b ram an i an d G . R a jen d ra , H u m an R esou rce M an agem en t an d

In d u str ia l R ela t ion , F irst E d it ion , H im alaya P u b lish in g H ou se, 2 0 0 1 .

7 ) D r.P .S u b b a R ao , H u m an R esou rce M an agem en t in th e N ew M illen n iu m ,


8 ) D r.P .K .S . M en on , H u m an R esou rce M a n agem en t an d O rgan izat ion a l

B eh aviou r , F irst E d it ion , H im alaya P u b lish in g H ou se, 2 0 0 5 .

12


1 ) H u m an R esou rce M an agem en t J ou rn a l

2 ) In tern at ion a l J ou rn a l o f H u m an R esou rce S tu d ies

3 ) K alan iya J ou rn a l o f H u m an R esou rce M an agem en t

4 ) J ou rn al o f H u m an R esou rces M an agem en t R esearch

5 ) S ou th A sian J ou rn a l o f H u m an R esou rce M an agem en t.


1 ) h r .b lr .com

2 ) w w w .h u m an resou rces .o rg

3 ) w w w .h rm gu id e.n et

4 ) w w w .h u m an resou rces iq .com

5 ) w w w .h u m an resou rcem an agem en t .co .u k

6 ) w w w .h rm asia .com

C O U R S E 1 .6 : S T A T IS T IC S F O R M A N A G E R S

O b je c tiv e

T h rou gh th is cou rse stu d en ts w ill learn var iou s con cep ts, ca lcu lat ion s an a lys is

an d ap p licat ion s o f sta t ist ica l m eth od s o f b u sin ess ap p licat ion s.

U n it– I

S T A T IS T IC S - In trod u ct ion - O rgin - S u b d iv is ion -u ses- P rob ab ility - B asic

d ef in it ion s an d ru les fo r p rob ab ility, con d it ion a l p rob ab ility, in d ep en d en t o f even ts,

B aye ’s T h eo rem , ran d om var iab les, P rob ab ility d istr ib u t ion s: B in om ia l, P o isson ,

an d N orm al D istr ib u t ion s.

M easu re o f C en tra l T en d en cy, M easu re o f D isp ers ion .

U n it– II

S A M P L IN G D IS T R IB U T IO N A N D E S T IM A T IO N - In trod u ct ion to sam p lin g

d istr ib u t ion s, sam p lin g tech n iqu es, ap p licat ion o f cen tra l lim it th eo rem .

E st im ation : P o in t an d In terva l est im ates fo r p op u lat ion p aram eters o f large sam p le

an d sm all sam p les, d eterm in in g th e sam p le s ize .

U n it– III

T E S T IN G O F H YP O T H E S IS - H yp o th esis test in g: on e sam p le an d tw o sam p les

tests fo r m ean s an d p rop o rt ion s o f large sam p les (z -test ), on e sam p le an d tw o

sam p le tests fo r m ean s o f sm all sam p les (t -test ), F -test fo r tw o sam p le, stan d ard

d evia t ion s, A N O VA .

U n it– IV

N O N -P A R A M E T R IC M E T H O D S - S ign test fo r p a ired d ata . R an k su m test :

M an n –W h itn ey U test an d K ru sk a l W allis test - O n e sam p le ru n test , C h i-squ are

tests fo r in d ep en d en ce o f a ttr ib u tes an d good n ess o f f it .

U n it–V

C O R R E L A T IO N , R E G R E S S IO N A N D T IM E S E R IE S A N A L YS IS - C o rre la t ion

an a lys is , S im p le L in ear R egression , M u lt ip le R egression . T im e ser ies an a lys is :

Var ia t ion s in t im e ser ies , tren d an a lys is , cyc lica l var ia t ion s, season al var ia t ion s an d

ir regu lar var ia t ion s.

U n it–V I

T H E O R Y O N L Y , – Facto r A n alys is , C lu ster A n alys is , D iscr im in ate A n alys is ,

S tru ctu ra l E qu at ion M od elin g - R o le o f S tat ist ics S o ftw are in B u sin ess D ecis ion .

13


1 ) A garw al B .L ., B asic S tat ist ics , W illey E astern , N ew D elh i 2 nd , 1 9 8 8 .

2 ) S .P . G u p ta , S tat ist ica l M eth od s, S u ltan C h an d & C o ., 1 9 7 6 .

3 ) F .E .C rox ton & D .J . C ow d en , P ract ica l B u sin ess S tat ist ics , P ren t ice H all In c,

1 9 6 0 .

4 ) C .R ad h ak r ish n a R ao , L in ear S tat ist ica l In feren ce an d its ap p licat ion s, W iley

E astern L im ited , 2 0 0 1 .

5 ) P avi L . M eyer , In trod u cto ry P rob ab ility & S tat ist ica l A p p licat ion , A d d i son

W esley, U S A , 1 9 9 7 .

6 ) D r P .N .A ro ra , S . A ro ra , S tat ist ics fo r M an agem en t, S .C h an d & C om p an y L td ,

N ew D elh i, 2 0 0 8 .

J o u rn a l a n d M a g a z in e s

1 ) S tat ist ica l J ou rn a l.

2 ) T h e In d ian J ou rn a l o f S tat ist ics .

3 ) J ou rn al o f S tat ist ics E d u cat ion .

4 ) In tern at ion a l J ou rn a l o f S tat ist ics an d S ystem s.


1 ) h ttp :/ / w w w .slid esh are.n et/ tk ja in b k n / ad van ced -b u sin ess-m ath em atics -an d -

stat ist ics -fo r -en trep ren eu rs

2 ) h ttp :/ / w w w .stra igh ter lin e.com / lan d in g/ on lin e -b u sin ess-stat ist ics -v id eo -

tu to r ia ls/

3 ) h ttp :/ / on lin estatb ook .com /

C O U R S E 1 .7 : M A N A G E R IA L C O M M U N IC A T IO N

O b je c tiv e

T h e m ajo r ob ject ives o f th is cou rse are to p rovid e com m u n icat ion sk ills in

gen era l an d m an ager ia l com m u n icat ion th eo ret ica l p ersp ect ives in p art icu lar .

S tu d en ts w ill learn var iou s con cep ts an d p ract ices o f m an ager ia l com m u n icat ion .

U n it– I

O b ject ives o f C om m u n icat ion - C om m u n icat ion P rocess - M ed ia o f

C om m u n icat ion - P r in cip les o f C om m u n icat ion - C om m u n icat ion in O rgan izat ion a l

S ett in gs - B arr iers to C om m u n icat ion - G u id elin es to O vercom e B arr iers –

S trategies to en h an ce m an ager ia l C om m u n icat ion .

U n it– II

T yp es o f C om m u n icat ion - In terp erson al C om m u n icat ion - M an agem en t o f

In terp erson al C om m u n icat ion - M od els fo r u n d erstan d in g In terp erson al

R ela t ion sh ip - G atew ay to E ffect ive In terp erson al C om m u n icat ion – C r it ica l

T h in k in g an d C om m u n icat ion S k ill – T ip s on G ood C om m u n icat ion S k ill.

U n it– III

G rou p C om m u n icat ion an d P er fo rm an ce - R ela t ion sh ip o f L ead ersh ip

B eh aviou r w ith C om m u n icat ion - Fo rm al O rgan izat ion a l C om m u n icat ion -

M an agem en t an d C om m u n icat ion P rob lem s o f th e O rgan izat i on - In fo rm al

C om m u n icat ion S ystem s as C om m en tato rs - E x tern a l an d In tern a l S ystem M ix an d

A p p roach es to O rgan izat ion a l C om m u n icat ion - M an agin g O rgan izat ion a l

C om m u n icat ion .

U n it– IV

O ral C om m u n icat ion - D esign in g an d D evelop in g O ra l P resen tat ion - O ra l

P resen tat ion p rocesses - S p eech an d C h aracter ist ics o f G ood S p eech - S p eech at

14

C om m ittees an d C on feren ces - V isu a l C om m u n icat ion - V isu a l A id s in O ra l

P resen tat ion .

U n it–V

W ritten C om m u n icat ion - W r it in g P rocesses - B u sin ess L etters – M em os - E –

M ail – A gen d a - T ech n o logica l a id s to C om m u n icat ion – M ob ile – In tern et – B log –

VO IP (Vo ice O ver In tern et P ro toco l) – IM (In stan t M essen ger )/ C h at A p p let – C A L L

(C om p u ter A ssisted L an gu age L earn in g) – T E L L (T ech n o logy E n h an ced L an gu age

L earn in g) – P od C ast in g - V id eo C on feren ce.

U n it–V I

R ep ort W r it in g - B u sin ess an d A cad em ic R ep o rt W r it in g – M eth od o logy –

P roced u re – B ib lio grap h y - W ork s C ited an d W ork s C on su lted .


1 ) C .S .T ejp a l S h eth , B u sin ess E th ics an d C om m u n icat ion , S . C h an d , C h en n ai,

2 0 0 8 .

2 ) D r. G ajan an M alv iya an d P ro f. R .N . S h u k la , C om m u n icat ion S k ills , S . C h an d ,

C h en n ai, 2 0 1 0 .

3 ) C ou rt lan d L . B ovee an d J oh n V .T h ill, B u sin ess C om m u n icat ion T od ay,

M cG raw -H ill, In c., N ew D elh i, 2 0 0 8 .

4 ) D r.C .S .G . K r ish n am ach aryu lu an d D r .L a lith a R am ak r ish n an , B u sin ess

C om m u n icat ion , S econ d E d it ion , H im alaya P u b lish in g H ou se, 2 0 1 3 .

5 ) U rm ila R an i an d S .M .R ai, B u sin ess C om m u n icat ion , F ifth E d it ion , H im alaya

P u b lish in g H ou se, 2 0 1 0 .


1 ) J ou rn al o f B u sin ess C om m u n icat ion

2 ) In tern at ion a l J ou rn a l o f B u sin ess C om m u n icat ion .

3 ) B u sin ess C om m u n icat ion Q u arter ly

4 ) In tern at ion a l J ou rn a l o f M ark et in g an d B u sin ess C om m u n icat ion

5 ) C om m u n icat ion J ou rn a l o f B u sin ess.

6 ) J ou rn al o f B u sin ess an d T ech n ica l C om m u n icat ion .


1 ) w w w .b u sin esscom m u n icat ion .o rg

2 ) en .w ik ib ook s.o rg/ w ik i/ .. .an d . . ./ B u sin ess_C om m u n icat ion s

3 ) w w w .m ite l.com

4 ) w p s.p earson ed .co .u k / em a_ge_b ovee_b ct_1 0

5 ) b igp ictu recom m u n icat ion .com

C O U R S E 1 .8 : A D V E R T IS IN G A N D S A L E S P R O M O T IO N S

O b je c tiv e

T o u n d erstan d th e d yn am ics o f ad ver t is in g an d to learn th e con cep ts an d

strategies fo r crea t in g a su ccessfu l ad ver t isem en t.

U n it– I

A d vert is in g – con cep ts, ob ject ives – ro le o f ad ver t is in g in m od ern in vo lv in g

b u sin ess – econ om ic asp ects o f ad ver t is in g - eth ics in ad ver t is in g- ad ver t is in g in

ch ild ren –ad vert is in g an d cu ltu ra l va lu es – ad ver t is in g stan d ers cou n cil o f In d ia .

A ID A m od el, h ierarch y e f fect m od el - in n ovat ion ad op t ion m od el, in fo rm ation

p rocessin g m od el - D A G M A R P h ilo sop h y – u n iqu e se llin g p rop osit ion .

15

U n it– II

T yp es o f ad s - ad ver t is in g ap p ea ls : H u m or, s lice o f life , test im on ia ls ,

d em on strat ion s, p rob lem s, p rob lem so lu t ion , ta lk in g h ead s, ch aracters , n ew s,

em o tion s,- p ersu asion m atr ix - r isk s o f u sin g ce leb r ity - A d vert is in g b ased on

d em an d in flu en ce leve l- A d ver t isem en t b ased on au d ien ce - A d vert isem en t b ased on

t im in g resp on se - ad ver t is in g b ased on geograp h ic coverage.

U n it– III

T yp es o f m ed ia : p r in t , b road cast , ou td oo r , tran sit - in tern et an d o th er m ed ia -

M ed ia p lan -m ed ia m ix - m ed ia sch ed u lin g- ad ver t is in g b u d get - m eth od s o f

d eterm in in g ad ver t is in g b u d get -com p u ters in m ed ia p lan n in g.

U n it– IV

C reat ive p rocess: creat ive stra tegy eva lu at ion - cop y w r it in g- layou t-

c lass if ica t ion - sto ry b oard - ad ver t isem en t eva lu at ion : p re -test in g - con cep t test in g,

th em e test in g - cop y test in g, cop y research - p ost test in g- ad ver t is in g agen cies -

typ es – fu n ct io n s – se lect in g an agen cy- c lien t agen cy re la t ion sh ip - agen cy

com p en sat ion .

U n it–V

S ales p rom otion - ob ject ives- p rom otion a l m ix - con su m er o r ien ted sa les

p rom otion tech n iqu es: sam p lin g, cou p on in g, p rem iu m s, con tests , sw eep stak es,

re fu n d s an d reb ates, b on u s p ack s, p r ice - o f f d ea ls , even t m ark et in g.

U n it–V I

T rad e o r ien ted sa les p rom otion -: trad e a llow an ces – d isp lay aesth et ics – typ es

o f d isp lays - m an agin g d isp lays - p o in t o f p u rch ase m ater ia ls - trad e sh ow s –

coop erat ive ad ver t is in g- sa les fo rce p rom otion : sa les fo rce con test - eva lu at ion o f

sa les p rom otion - coo rd in at in g sa les p rom otion an d ad ver t isem en t.


1 ) R ath o re, A d ver t is in g M an agem en t, H im alaya P u b lish in g H ou se, 1 9 8 4 .

2 ) S h er lek ar , M ark et in g M an agem en t, H im alaya P u b lish in g H ou se, 1 9 8 6 .

3 ) W illiam A ren s, C on tem p orary A d vert is in g, M cG raw H ill (In tern at ion a l

E d it ion ), 2 0 1 2 .

4 ) J oh n R . R ossiter , A d ver t is in g C om m u n icat ion , T ata M eG raw H ill, 1 9 9 8 .

5 ) A ak er , D avid A etc . ad ver t is in g m an agem en t 4 th E d . N ew D elh i, P ren t ice H all

o f In d ia , 1 9 8 5

6 ) B eleh , G eo rge E an d B eleh , M ich ael A In trod u ct ion to A d vert is in g an d

P rom otion 3 rd ed . C h icaago , Irw in 1 9 9 5

7 ) B ord en , W illiam H . A d vert is in g N ew Yo rk , J oh n W iley, 1 9 8 1

8 ) H ard , N o rm an T h e P ract ice o f A d ver t is in g O x fo rd , B u tterw orth H ein em an n ,

1 9 9 5

9 ) K lep p n er , O tto A d vert is in g P roced u re E n glew ood C lif fs N ew J ersey, P ren t ice

H all In c.,1 9 8 6

1 0 ) G ilvy, D avid , O gilvy on A d vert is in g, L on d on , L on gm an , 1 9 8 3

1 1 ) S en gu p ta , S u b ro to , B ran d P osit ion in g, S trategies fo r C om p et it ive A d van tages,

N ew D elh i,T ata M cG raw H ill,1 9 9 0


1 ) In tern at ion a l jou rn a l o f m ark et in g stu d ies.

2 ) In d ian jou rn a l o f m ark et in g.

16

3 ) In tern at ion a l jou rn a l o f in tern et m ark et in g an d ad ver t is in g.

4 ) J ou rn al o f ad ver t is in g.


1 ) w w w .m ark et in g tod ay.com

2 ) w w w .b u sin ess d ict ion ary .com

3 ) w w w .w isegeek .com

4 ) w w w .scr ib id .com

5 ) w w w .in d ian jou rn a l o f m ark et in g.com

6 ) w w w .econ om ic jou rn a ls .com

S E C O N D Y E A R

C O U R S E 2 .1 : P R O D U C T A N D S E R V IC E S M A R K E T IN G

O b je c tiv e

T h is cou rse a im s to teach m ark et in g sk ills to th e stu d en ts on p rod u ct an d

serv ices. S tu d en ts w ill learn var iou s p ersp ect ives o f p rod u c t an d serv ice m ark et in g

th rou gh con cep ts an d case im p licat ion s.

U n it– I

P rod u ct – D efin it ion – C lassif ica t ion – P rod u ct M ix – P rod u ct M ix S trategies –

P rod u ct P osit ion in g – P rod u ct D ivers if ica t ion . N ew P rod u ct – M ean in g – N ew

P rod u ct D evelop m en t P rocess –P rod u ct L ife C ycle – S tages – P rod u ct L ife C ycle

S trategies – S u ccess an d Fa ilu re o f N ew P rod u cts.

U n it– II

B ran d in g – D efin it ion – B ran d N am e – B ran d M ark Vs T rad e M ark – B ran d

E qu ity – B ran d L oya lty –B ran d E x ten sion S trategies – C h aracter ist ics o f a G ood

B ran d – Fam ily B ran d Vs In d iv id u a l B ran d - R ecen t D evelop m en t in B ran d

M an agem en t – T rad e M ark - L ogo .

U n it– III

P ack agin g – D efin it ion an d Im p ortan ce – P ack agin g S trategies – P ack agin g an d

L ab ellin g – U ses o f P ack agin g – D evelop m en ts in P ack agin g – M u lt ip le P ack agin g -

P rod u ct O b so lescen ce – S tyle an d Fash ion – Fash ion C ycle .

U n it– IV

S ervices M ark et in g – O r igin an d G row th – C lassif ica t ion o f S erv ices – 7 P ’s o f

S ervice M ark eting – S erv ice Q u ality D im en sion – G A P M od el – S erv ices M ark et in g M ix .

U n it–V

B an k in g – C u stom er S erv ice – M ark et in g S trategies fo r B an k in g S erv ices – N ew

T ren d s in B an k in g S erv ices – E d u cat ion a l S erv ices – P u b lic U t ility S erv ices.

T ou r ism M ark et in g – T ou r ism P r ic in g - T ou r ism P rom otion – T ou r ism an d

G overn m en t A d m in istrat ive S ystem s

T ravel M an agem en t – N eed fo r T ravel M an agem en t - P roced u re o f T ravel

M an agem en t an d its M eth od s - N ew T ren d s in T ravel M an agem en t.

U n it–V I

H osp ita l S erv ices – S u p p ort ive S erv ices – C on su m er ism an d H osp ita l S erv ices

– M ark et in g o f H ea lth S erv ices an d S trategies – P rom otion S trategies in H osp ita l

care S erv ices,

H o te l In d u stry – H o te l In d u stry Vs. T ou r ism In d u stry – S u p p ort in g S erv ices,

A ccom m od ation M an agem en t – L icen ses – P rob lem s an d P rosp ects o f H o te l

17

In d u stry – H o te l M ark et in g – M ean in g an d C on cep t o f H o te l M ar k et in g – N ew

T ren d s in H o te l M ark et in g.


1 ) R am an u j M aju n d ar , P rod u ct M an agem en t in In d ia , P ren t ice H all o f In d ia ,

2 0 0 7 .

2 ) S u b ro to S en gu p ta , B ran d P osit ion in g S trategies fo r C om p et it ive A d van tage,

T ata M cG raw H ill, 2 0 0 5 .

3 ) C h ar les M er le C raw fo rd , C . A n th on y D i B en ed etto , N ew P rod u ct M an agem en t,


4 ) A d r ian P a lm er , C ath y C o le , S erv ices M ark et in g: P r in cip les an d P ract ice ,

P ren t ice H all,1 9 9 5 .

5 ) H arsh Verm a, S erv ice M ark et in g, G lob a l B u sin ess P ress, 2 0 1 2 .

6 ) P ragat i M oh an ty, H o te l In d u stry an d T ou r ism in In d ia , A sh ish P u b lish in g

H ou se, N ew D elh i, 2 0 0 8 .

7 ) A .K . B h at ia , T ou r ism D evelop m en t, S ter lin g P u b lish ers (P ) L td ., B an ga lo re,

2 0 0 2 .

8 ) Valer ic Zeith am l, S erv ices M ark et in g, T ata M cG raw H ill, 2 0 0 8 .

9 ) A n an d an , P rod u ct M an agem en t, T ata M cG raw H ill, 2 0 0 9 .

1 0 ) Vasan th i an d R agu , S erv ices M ark et in g, H im alaya P u b lish ers, 2 0 0 5 .

1 1 ) S .S h ajah an , S erv ices M ark et in g, H im alaya P u b lish ers, 2 0 0 5 .


1 ) J ou rn al o f M ark et in g In fo rm ation

2 ) J ou rn al o f P rod u ct an d B ran d In fo rm ation

3 ) In d ian J ou rn a l o f M ark et in g


1 ) w w w .m ark et in g9 1 .com

2 ) w w w .eh ow .com

3 ) w w w .m ark et in g.com

4 ) w w w .m ark et in g teach er .com

C O U R S E 2 .2 : M A R K E T IN G R E S E A R C H

O b je c tiv e s

T o d eterm in e th e d im en sion s o f th e m ark et in g p rob lem s, fac ilita te eva lu at ion

o f th e a ltern at ive so lu t ion s o f d if feren t p rob lem s an d h elp in th e se lect ion o f a r igh t

cou rse o f act ion , cu rren t m ark et in g p rob lem s an d op p o rtu n it ies fo r su itab le fo llow -

u p act ion s.

U n it– I

M ark et in g R esearch – D efin it ion – Im p ortan ce – A d van tages an d L im itat ion s.

T h e R esearch P rocess – P rob lem Id en t if ica t ion – D esign o f R esearch – T yp es o f

D esign – S am p lin g P rocess an d S elect ion – S am p le T yp es – S am p le s ize an d

sam p lin g erro rs.

U n it– II

D ata C o llect ion – M eth od s o f D ata C o llect ion – T oo ls o f D ata C o llect ion ,

Q u est ion n aire an d In terv iew sch ed u le – K in d s o f D ata – A tt itu d e M easu rem en t an d

S ca lin g T ech n iqu e.

18

U n it– III

D ata A n alys is – Fu n d am en ta ls o f D ata A n alys is - H yp o th esis T est in g: B asic

C on cep ts an d T ests o f A ssocia t ion s – S tat ist ica l T oo ls fo r A n alys is .

U n it– IV

In terp retat ion an d R ep o rt w r it in g – R ep o rt w r it in g – S tep s in w r it in g rep o rt –

L ayou ts o f rep o rt – T yp es o f rep o rts – p r in cip les o f rep o rt w r it in g.

U n it–V

T rad it ion a l (P rod u ct, A d ver t is in g, M o t ivat ion , P rom otion , D istr ib u t ion , S a les

C on tro l) an d C on tem p orary ( B ran d E qu ity, C u stom er S at is fact io n , T o ta l Q u ality

M an agem en t) ap p licat ion s o f M ark et in g R esearch .

U n it–V I

E m ergin g A p p licat ion s o f M ark et in g R esearch – D atab ase M ark et in g –

R ela t ion sh ip M ark et in g –R o le o f M ark et in g R esearch A gen cies – U se o f In tern et in

M ark et in g R esearch – E th ica l C on sid erat ion in M ark et in g R esearch .


1 ) R am asam y, V .S an d N am ak u m ar i, M ark et in g M an agem en t, M acM illion , 1 9 8 3 .

2 ) R am asam y, V .S an d N am ak u m ar i, M ark et in g M an agem en t, T ata M cG raw H ill,

2 0 0 2 .

3 ) B er i, G .C . M ark et in g R esearch , M cG raw H ill, 2 0 0 3 .

4 ) S h arm a, D .D . M ark et in g R esearch , S u ltan C h an d an d S on s, 1 9 9 7 .

5 ) M eth a, S .C . In d ian C on su m er , T ata M cG raw H ill, 1 9 7 2 .

6 ) W illiam D illon , E ssen t ia ls o f M ark et in g R esearch , T ata M cG raw H ill, 1 9 9 2 .

7 ) R ajen d ra N argu n d k ar M ark et in g R esearch 3 rd ed it ion T ata M cG raw H ill,

2 0 0 8 .


1 ) J ou rn al o f M ark et in g R esearch

2 ) In tern at ion a l J ou rn a l o f M an agem en t M ark et in g R esearch (ijm m r)

3 ) In tern at ion a l J ou rn a l o f R esearch in M ark et in g

4 ) J ou rn al o f M an agem en t an d M ark et in g R esearch

5 ) A sian J ou rn a l o f M an agem en t R esearch


1 ) w w w .m ark et resaeearch .com

2 ) w w w .m ark et research w or ld .com

C O U R S E 2 .3 : C O N S U M E R B E H A V IO U R

O b je c tiv e s

T h is cou rse in trod u ces p art ic ip an ts to th e b asics o f con su m er b eh aviou r ,

w h ich is seen as a v ita l com p on en t in ad ver t is in g an d m ark et in g. T h is cou rse w ill

teach th e stu d en ts ab ou t th e in tern a l an d ex tern a l facto rs th at in f l u en ce th e

b eh aviou r o f con su m ers. In f lu en ces su ch as p ercep t ion , learn in g, p erson ality,

lifestyle , fam ily an d socia l c lass are exam in ed , w ith a v iew to sen sit ise stu d en ts to

th e in terp lay o f p sych o logica l fo rces.

U n it– I

C on su m er b eh aviou r - M ean in g, S cop e, Im p ortan ce an d In ter -d isc ip lin ary

n atu re - P rob lem s in B u yers b eh aviou r stu d y.

19

U n it– II

B u yer b eh aviou r M od els - B u yin g M o tives - B u yin g H ab its an d B u yin g p rocess.

C on su m er research p rocess -qu an tita t ive an d qu alita t ive research .

U n it– III

Facto rs in f lu en cin g con su m er b eh aviou r - C u ltu ra l, S ocia l, P erson al an d

P sych o logica l - P rod u ct p ercep t ion - L earn in g, A tt itu d e, P erson ality, N ew P rod u ct

P u rch ase, R ep eat P u rch ase, C on su m er S p at ia l B eh aviou r .

U n it– IV

C on su m p tion A n alys is -P rod u ct U sage R ates -E xp en d itu re P attern an d H ow ard -

S h eth M od el o f B u yer B eh aviou r . O rgan izat ion a l b eh aviou r o f B u yer . D if fu sion o f

in n ovat ion s-P rocess o f d if fu sion an d ad op t ion .

U n it–V

In d iv id u a l in f lu en ce on C on su m er B eh aviou r - P ercep t ion - C on su m er

M o tivat ion an d In vo lvem en t -A tt itu d es an d A tt itu d e C h an ge.

U n it–V I

T h e B u yin g P rocess -P rob lem s R ecogn it ion an d In fo rm ation S earch -

In fo rm ation P rocessin g - A ltern at ive E va lu at ion -P u rch ase P rocess - P ost P u rch ase.

R u ra l con su m er b eh a viou r . e -con su m er b eh aviou r .


1 ) R od ger D .B lack w ell, J am es F . en gel an d P au l.W M in iard C on su m er B eh avio r

C en gage L earn in g, 2 0 1 2

2 ) L ou d on ,d avid C on su m er B eh avio r : C on cep ts an d A p p licat ion s, T ata M cG raw

H ill, 2 0 0 1 .

3 ) D el I H aw k in s D avid L M o th erb au g h an d A m iit M ook er jee , C on su m er

B eh aviou r : b u ild in g m ark et in g stra tegy, T ata M cG raw H ill, 2 0 1 0 .

4 ) P au l P eter an d J erry, C o lsen C on su m er B eh aviou r an d m ark et in g stra tegy


5 ) L eon S ch ffm an an d L eslie lazar K an u k , C on su m er B eh aviou r P earsn

ed u cat ion , 2 0 0 5 .

6 ) D .D S h arm a m ark et in g research su ltan C h an d & S on s N ew D elh i, 2 0 0 1 .


1 ) J ou rn al o f C on su m er R esearch

2 ) T h e jou rn a l o f C on su m er B eh aviou r

3 ) J ou rn al o f C on su m er B eh aviou r an d P sych o logy


1 ) w w w .scr ib d .com

2 ) w w w .research w or ld .com

3 ) w w w .icm rin d ia .com

C O U R S E 2 .4 : R U R A L M A R K E T IN G

O b je c tiv e s

T o u n d erstan d th e d if feren ces an d s im ilar it ies b etw een u rb an an d ru ra l In d ian

m ark ets . T o d evelop an d d evice th e m ark et in g stra tegies th at is u n iqu e to ru ra l

In d ia .

20

U n it– I

R u ra l M ark et in g: N atu re, D efin it ion , S cop e, Im p ortan ce, ch a llen ges an d

op p o rtu n it ies in In d ia .

Facto rs in f lu en cin g ru ra l m ark et in g: soc io cu ltu ra l facto rs, p op u lat ion

occu p at ion , literacy leve l, lan d d istr ib u t ion an d u se d evelop m en t p rogram m e

in frastru ctu re, com m u n ic at ion m ed ia , cred it ava ilab ility, lo ca l requ irem en ts. R u ra l

m ark ets : s ize an d stru ctu re, segm en tat ion o f In d ian ru ra l m ark ets .

R u ra l an d u rb an m ark et : a com p arat ive an a lys is .

U n it– II

R u ra l m ark ets – A n overv iew u n d erstan d in g ru ra l en viron m en t, ru ra l

d eve lop m en t an d m an agem en t o f d evelop m en t in st itu tes A ccessin g ru ra l m ark ets

p h ysica l in frastru ctu re, in st itu t ion s D yn am ics o f d istr ib u t ion p rocess p art ic ip at ion

in ru ra l d evelop m en ts p rocess, T yp es o f in term ed iar ies , B eh aviou r D im en sion s,

p h ysica l d istr ib u t io n p rocess.

U n it– III

P rod u ct – p r ice – d istr ib u t ion strategies - p rod u ct red esign - m od if ica t ion n eed s

M ark et in g o f agr icu ltu ra l p roced u res an d ru ra l an d co ttage in d u stry p rod u ct

m ark et in g o f agr icu ltu ra l p roced u re – regu lated m ark ets - fo rm ation o f coop erat ive

o rgan izat ion s – con tract fo rm in g – agr icu ltu ra l exp o rts zon e (A E Z ) – m ark et in g ru ra l

/ co ttage in d u str ies – ar t isan p rod u cts.

U n it– IV

R o le o f f in an cia l in st itu t ion ’s in ru ra l m ark et in g

A gr icu ltu ra l cred it s itu at ion – typ es o f cred it ru ra l cred it in st itu t ion – N A B A R D

- C om m ercia l b an k s - sta te coop erat ive b an k s (S C B ) – s ta te coop erat ive agr icu ltu ra l

an d ru ra l d evelop m en t b an k s (S C A R D P )- region a l ru ra l b an k s (R R B ) – lo ca l area

b an k s – f low o f in st itu t ion a l cred it to agr icu ltu re - k issan cred it card sch em e –

im p act o f ru ra l m ark ets .

U n it–V

T h e fu tu re o f ru ra l m ark et in g: fo cu sed m ark et in g stra tegies , m ark et research ,

con su m er f in an ce, ru ra l ver t ica l reta il an d it m od els , p u b lic -p r ivate p artn ersh ip , E -

ru ra l m ark et in g ro le o f govern m en t an d N G O s in ru ra l m ar k et in g.

U n it–V I

U n d erstan d in g agr icu ltu re m ark ets , n atu re an d scop e, ob ject ives o f agr icu ltu re

m ark et in g ch a llen ges in agr icu ltu re in m ark et in g agr icu ltu re an d its econ om ic

im p ortan ce, agr icu ltu ra l p roced u res an d th eir m ark ets .


1 ) C G S . K r ish n am ach aryu lu , R u ra l M ark et in g, P earson ed u cat ion , 2 0 1 2 .

2 ) B ad i R .V an d B ad i N .V R u ra l M ark et in g, H im alaya P u b lish in g H ou se M u m b ai,

2 0 1 0 .

3 ) G op alasam y , R u ra l M ark et in g in In d ia V ik as P u b lish in g H ou se, 2 0 0 9 .

4 ) P rad eep K ash yap an d S id d h arth a R an t T h e R u ra l M ark et in g T ex t B ook ,

P eareson E d u cat ion , 2 0 0 8 .


1 ) J ou rn al o f M ark et in g

2 ) J ou rn a l o f B u sin ess M an agem en t & S ocia l S cien ces R esearch (J B M & S S R )

21

3 ) T h e In tern at ion a l J ou rn a l o f R u ra l M an agem en t (IJ R M )

4 ) In tern at ion a l J ou rn a l o f M an agem en t (IJ M )

5 ) A sia P acif ic J ou rn a l o f M ark et in g & M an agem en t

6 ) S ou th A sian J ou rn a l o f M ark et in g & M an agem en t R esearch


1 ) w w w .ru ra lm ark et in gso lu t ion s.com

2 ) w w w .rm ai. in

3 ) w w w .ru ra lye llow .in

4 ) w w w .ru ra lm ark et in gn ew s.com

5 ) w w w .research an d m ark ets.com

6 ) ru ra lb azar .n ic . in

C O U R S E 2 .5 : S A L E S A N D D IS T R IB U T IO N M A N A G E M E N T

O b je c tiv e

T h e p u rp ose o f th is cou rse is to acqu ain t th e stu d en t w ith th e con cep ts w h ich

are h elp fu l in d evelop in g a sou n d sa les an d d istr ib u t ion p o licy an d in o rgan izin g

an d m an agin g sa les fo rce an d m ark et in g ch an n els .

U n it– I

Im p ortan ce o f sa les m an agem en t – typ es o f S ellin g – se llin g an d M ark et in g –

S a les O b ject ives – Fu n ct ion s o f S a les M an agem en t – D u ties an d R esp on sib ilit ies o f

S a les M an ager - se llin g p rocess.

S a lesm an sh ip – A r t , S c ien ce an d P ro fess ion , T yp es o f S a lesm an sh ip –

A d van tages an d L im itat ion s o f S a lesm an sh ip – Q u alit ies o f G ood S a lesm an .

U n it– II

S ales P lan n in g, S a les P o licy – S a les O rgan izat ion , sa les fo recast in g m eth od s -

D esign in g S a les T err ito r ies – F ix in g S a les Q u o ta . T yp es o f qu o tas.

S tru ctu r in g an d m an agin g sa les fo rce –con tro llin g an d m o tivat in g sa les fo rce -

R ecru itm en t an d S elect ion o f S a les fo r Fo rce – T h e N eed fo r S a les Fo rce – S e lect ion

p rocess.

T ra in in g o f S a lesm an – Im p ortan ce – O b ject ives – M eth od s o f T ra in in g –

S u p erv is in g S a lesm an – E xecu t ive S a les T ra in in g P rogram m e.

U n it– III

A p p ra is in g S a lesm an ’s P er fo rm an ce – M eth od s o f A p p ra isa l – In d ices o f

S alesm an ’s P er fo rm an ce – C om p en sat ion o f S a les Fo rce – P r in cip les o f

C om p en sat in g S a lesm an – M eth od s o f C om p en sat ion – A d d it ion a l C om p en sat ion

S ch em es.

U n it– IV

P h ysica l D istr ib u t ion : M ean in g, D istr ib u t ion M ix , R o le o f D istr ib u t ion in

M ark et in g.

T h e C h an n el o f D istr ib u t ion – Im p ortan ce – S e lect ion o f R igh t C h an n el – T yp es

o f C h an n els – C h an n els fo r P er ish ab le an d n on p er ish ab le D u rab le G ood s –

C h an n el fo r A gr icu ltu ra l an d In d u str ia l G ood s – M an agin g D ea ler N etw ork .

U n it–V

D istr ib u t ion E n viron m en t: C om p et ito rs , In ten sive an d E x ten sive D istr ib u t ion :

F ran ch ise S ellin g, P u b lic D istr ib u t ion – S p ecia l Featu res. D escr ip t ion o f

In term ed iar ies – R o le an d Im p ortan ce – M erch an t M id d lem en Vs A gen t M id d lem en .

22

U n it–V I

In trod u ct ion to R eta il: R eta il in In d ia – R eta il M ark et in g S trategy – R eta il S to re

fo rm ats – B asics o f R eta il M erch an d is in g P rocu rem en t – R eta il P r ic in g an d

eva lu at in g m erch an d ise p er fo rm an ce – R eta il S to re O p erat ion s – M an agin g R eta il

B u sin ess – R eta il O rgan isat ion an d O p erat ion s M an agem en t – M an agin g R eta il

S erv ices.


1 ) R ich ard R . S t ill an d E d w ard W . C u n d if f – S a les M an agem en t, P ren t ice H all,

1 9 5 8 .

2 ) E u gen e M . J oh n son – S a les M an agem en t, T ata M cG ra w H ill,1 9 9 3 .

3 ) G ilb er t A . C h u rch ill – S a les Fo rce M an agem en t, T ata M cG raw H ill, 2 0 0 0 .

4 ) V .S . R am asam y, M ark et in g M an agem en t, M acm illan , 2 0 0 9 .

5 ) R .S .N P illa i an d B h agavath y M od ern M ark et in g S .C h an d & S on s, 2 0 0 1

6 ) K rish n a k .H ava ld h ar sa les an d D istr ib u t ion m an agem en t T ata M cG raw H ill,

2 0 0 6 .

J o u rn a ls a n d M a g a z in e

1 ) In tern at ion a l jou rn a l o f sa les reta ilin g an d m ark et in g

2 ) J ou rn al o f R eta ilin g


1 ) w w w .sa lesan d m ark et in g.com

2 ) w w w .in d ian jou rn a lo fm ark et in g.com

3 ) w w w .freem b a.in

4 ) w w w .au th o rstream .com

C O U R S E 2 .6 : S T R A T E G IC M A N A G E M E N T

O b je c tiv e s

T h e cou rse a im s to d evelop th e d ecis ion m ak in g ab ility o f th e stu d en t in th e

tu rb u len t en viron m en t. T o en h an ce th e aw aren ess leve l o f stu d en ts in b u sin ess -

en viron m en t an d fo rm u lat ion o f b u sin ess ' p lan s an d strategies in th e rea l w o r l d

s itu at ion .

U n it– I

C orp o rate S trategic p lan n in g: M iss ion – V is ion o f th e f irm -D if feren ce b etw een

op erat ion a l an d strategic p lan n in g -C h aracter ist ics o f stra tegic p lan n in g - step s

in vo lved in a stra tegic p lan .

S trategic M an agem en t - E vo lu t ion - N atu re an d Im p ortan ce o f M an agem en t -

re la t ion sh ip b etw een strategic m an agem en t an d m an agem en t -S trategic d ecis ion

m ak in g.

U n it– II

S trategy fo rm u lat ion - stra tegy fo rm u lat ion p rocess - d eterm in in g strategic

th ru st-strategic assessm en t -strategic op t ion s -co rp o rate leve l-b u sin ess leve l

stra tegies -glob a l stra tegies -cu stom izat ion Vs S tan d ard izat ion -strategic a llian ces -

stab ility stra tegies -exp an sion strategies -retren ch m en t stra tegies -com b in at ion

strategies -ta ilo r in g stra tegies -fo cused segm en t stra tegies -b u ild ing strategic f lex ib ility.

23

U n it– III

C om p etit ive an a lys is - Id en t ifyin g com p et ito rs -com p et ito rs stren gth an d

w eak n esses-cu stom er an a lyses - segm en tat ion - cu stom er m o tivat ion s.

M ark et an a lys is -s ize-grow th -p ro fitab ility an a lys is -k ey su ccess facto rs -r isk

E n viron m en ta l an a lys is -G lob a l en viron m en t -D im en sion s-Fo recast in g

en viron m en ta l tren d s an d even ts -u n certa in ty.

S cen ar io an a lys is -Id en t ifyin g, D evelop in g, E st im atin g scen ar io -R egret an a lys is .

P E S T an a lys is -In d u stry an a lys is -com p et it ive stra tegy-com p et it ion in glob a l

in d u str ies -a ltern at ives.

U n it– IV

B u sin ess p o rt fo lio an a lys is -B C G m atr ix - G E B u sin ess S creen -H o fer an d

S ch en d el's M atr ix -M ck in sey system -S P A C E M atr ix -D irect ion a l p o licy m atr ix - D u

P on t ’s con tro l m od el- B a lan ced sco re card .

S h areh o ld er va lu e an a lys is -f in an ce p er fo rm an ce-p er fo rm an ce m easu rem en t -

d eterm in an ts o f stra tegic op t ion s -A n alys is to stra tegy.

U n it–V

M erger - H o r izon ta l m erger - Ver t ica l m erger - con glom erate m erger – P rod u ct

ex ten sion - M ark et ex ten sion - P u re con glom erate ex ten sion - A cqu is it ion - jo in t

Ven tu re.

C on cep t o f P rod u ct D ivers if ica t ion - C lassif ica t ion o f d ivers if ica t ion - S in gle

p rod u ct d ivers if ica t ion - M u lt ip le p rod u ct d ivers if ica t ion - C on cen tr ic d ivers if ica t ion -

H o r izon ta l d ivers if ica t ion - C on glom erate d ivers if ica t ion - M ark et p en etrat ion M ark et

d evelop m en t - p rod u ct d evelop m en t - D ivers if ica t ion in se lected In d ian In d u str ies -

C ase stu d y o f som e In d ian in d u str ies – S trategic con gru en ce – R esou rce au d it .

U n it–V I

C ore com p eten ce – Id en t ifyin g, E stab lish in g, B u ild in g, D ep loyin g, P ro tect in g

an d D efen d in g co re com p eten ce

C om p et it ive A d van tage – G lob a l com p et it ive ad van tage – S u sta in ab le

com p et it ive ad van tage – B ases o f com p et it ive ad van tage – P osit ion in g com p et it ive

ad van tage – C om p et it ive in te lligen ce system – Va lu e ch a in A n alys is .


1 ) P earce an d R ob in son , S trategic M an agem en t (Fo rm u lat ion , Im p lem en tat ion

an d C on tro l), S ix th E d it ion , Irw in / M cG raw -H ill (A d iv is ion o f th e M cG raw -H ill

C om p an ies ), 1 9 9 7 .

2 ) J oh n A . P arn ell, S trategic M an agem en t (T h eo ry an d P ract ice ), B iztan tra

P u b licat ion s, N ew D elh i, 2 0 0 9 .

3 ) N .S . G u p ta , B u sin ess P o licy an d S trategic M an agem en t, F irst E d it ion ,


4 ) D r.Fran cis C h eru n ilam , B u sin ess P o licy an d S trategic M an agem en t – T ex t

an d C ases, T h ird E d it ion , H im alaya P u b lish in g H ou se, 2 0 1 0 .

5 ) R . N an ju n d aiah an d S . R am esh , S trategic P lan n in g an d B u sin ess P o licy,


6 ) D r.P . S u b b a R ao , B u sin ess P o licy an d S trategic M an agem en t, 9 th E d it ion ,


7 ) K . A sw ath ap p a an d G . S u d arsan a R ed d y, B u sin ess E n viron m en t fo r S trategic

M an agem en t, S econ d E d it ion , H im alaya P u b lish in g H ou se, 2 0 1 1 .

24

8 ) K azm i A zar , B u sin ess P o licy an d S trategic M an agem en t, 2 nd E d it ion , T ata

M cG raw H ill, 2 0 1 1 .

9 ) V .S .P . R ao , S trategic M an agem en t, F irst E d it ion , E xcel B ook s, N ew D elh i,

2 0 1 2 .


1 ) S trategic M an agem en t J ou rn a l

2 ) In tern at ion a l J ou rn a l o f S trategic M an agem en t

3 ) In tern at ion a l S trategic M an agem en t J ou rn a l

4 ) J ou rn al o f T ech n o logy A n alys is an d S trategic M an agem en t.

5 ) G lob a l S trategy J ou rn a l.


1 ) w p s.p ren h all.com / b p _w h eele n _sm b p _1 0

2 ) w w w .p earson h igh ered .com / .../ S trategic -M an agem en t .. .B u sin ess-P o licy

3 ) b u sin ess .gw u .ed u / sm p p

4 ) w w w .am azon .com / ...S trategic -M an agem en t -B u sin ess-P o licy

5 ) w w w .slid esh are.n et/ .. ./ b u sin ess-p o licy-strategic -m an agem en t-fo r -m b a

2 .7 : P R O J E C T W O R K A N D V IV A V O C E (O R ) C O U R S E 2 .7 .1 : E -C O M M E R C E

O b je c tiv e s

T h is su b ject is d esign ed to p rovid e an overv iew o f E -C om m erce m od els ,

ap p licat ion s, d ecis ion s an d issu es. T yp ica l top ics in clu d e E -C om m erce B u sin ess

an d reven u e m od els , E -C om m erce stra tegies an d m ark et in g con cep ts, s p ecif ic

ap p licat ion s. A lso th is su b ject w ill b en efit stu d en ts in terested in w o rk in g in an E -

C om m erce en viron m en t, star t in g th eir ow n E -C om m erce b u sin ess o r eva lu at in g E -

C om m erce act iv it ies .

U n it– I

A n in trod u ct ion to E lectron ic C om m erce – D efin it ion - M ain act iv it ies E -

C om m erce - G oa ls o f E -C om m erce - T ech n ica l C om p on en ts o f E -C om m erce -

Fu n ct ion s o f E -C om m erce - A d van tages an d d isad van tages o f E -C om m erce - S cop e

o f E -C om m erce - E lectron ic C om m erce an d E lectron ic B u sin ess.

U n it– II

E lectron ic com m erce tech n o logy - In tern et tech n o logy In frastru ctu re -

E lectron ic p u b lish in g -E lectron ic com m erce top o logies - D ecid in g on th e en terp r ise

m id d lew are – C h oosin g th e r igh t en terp r ise ap p licat ion - B u ild in g th e E -B u sin ess

ap p licat ion - A vo id in g lega l issu es.

U n it – III

W eb strategy: A ttract in g an d reta in in g v is ito rs -T yp es o f a ttracto rs -

A ttract iven ess facto rs S u sta in ab le a ttract iven ess -S trategies fo r a ttracto rs -

M ark et in g stra tegies on th e w eb : In tern et m ark et in g tech n o logies –C om m u n icat in g

w ith D if feren t M ark et S egm en ts – C u stom er B eh avio r – A d ver t is in g on th e W eb – E -

M ail M ark et in g – C reat in g an d M ain ta in in g B ran d s on th e W eb – S earch E n gin e

P osit ion in g – P rom otin g E -B u sin ess.

U n it– IV

S earch E n gin es an d P o rta ls : S earch in g th e In tern et – Fu tu re o f S earch in g –

In te lligen t n etw ork agen ts – p o r ta l s ites . S h op p in g an d O p erat ion a l R esou rce

M an agem en t so lu t ion s: on lin e sh op p in g – sh op p in g so lu t ion s – im p licat ion s o f th e

n ew econ om y – E lectron ic so ftw are d istr ib u t ion – con figu rat ion too ls – O p erat ion a l

resou rce m an agem en t.

25

U n it–V

P rom otion : In tegrated W eb com m u n icat ion s: - In tern et tech n o logy fo r

su p p ort in g m ark et in g - In tegrated In tern et M ark et in g - P rom otion & p u rch ase:

M easu r in g e f fect iven ess - T h e In tern et an d th e W or ld W id e W eb - A n e lectron ic

trad e sh ow an d a v ir tu a l f lea m ark et - T h e ro le o f th e W eb in th e m ark et in g

com m u n icat ion m ix - W eb m ark et in g com m u n icat ion - con cep tu a l fram ew ork .

U n it–V I

D istr ib u t ion - d istr ib u t ion strategy - tech n o logy to d istr ib u t ion - T h e In tern et

d istr ib u t ion m atr ix - T h e e f fects o f tech n o logy on d istr ib u t ion ch an n els - lon g-term

effects – S erv ice : W h at m ak es serv ices d if feren t? – C yb erserv ice – P r ic in g: W eb

p r ic in g an d th e d yn am ics o f m ark ets - F la tten in g th e p yram id an d n arrow in g th e

scop e o f m ark et in g - M igrat in g u p th e p yram id an d m ore e f fect ive m ark et in g


1 ) R avi K a lak o ta , M arcia R ob in son , E -C om m erce, A d d ison – W esley, 2 0 0 1 .

2 ) D an ie l A m or , T h e E -B u sin ess E vo lu t ion , P ren t ice H all, 2 0 0 1 .

3 ) B aja j, K .K , E -C om m erce-th e cu tt in g ed ge o f b u sin ess, 2 0 1 4 .

4 ) R ich ard T . W atson , P ierre B erth on , L eylan d F . P it t , an d G eo rge M . Z in k h an

“E lectron ic C om m erce: T h e S trategic P ersp ect ive” T h e G lob a l T ex t P ro ject is

fu n d ed b y th e J acob s Fou n d at ion , Zu r ich , S w itzer lan d , 2 0 0 9 .

5 ) J ou rn als an d M agazin es

6 ) In tern at ion a l jou rn a l o f E lectron ic C om m erce.

7 ) J ou rn al o f E lectro n ic C om m erce research .

8 ) E lectron ic C om m erce research an d A p p licat ion s.


1 ) h ttp :/ / w w w .tru .ca/ d istan ce/ cou rses/ b b u s4 4 5 1 .h tm l

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3 ) h ttp :/ / is4 3 5 ecom m erce.w ord p ress.com / cou rse -d escr ip t ion /

4 ) h ttp :/ / w w w .gsm .p k u .ed u .cn / resou rce/ u p load files/ d ocs/ 2 0 1 3 0 1 0 9 / 2 0 1 3 0 1 0

9 1 0 3 1 5 3 5 0 9 8 .p d f

5 ) h ttp :/ / w w w.asb .u n sw .ed u .au /sch oo ls/C ou rseou tlin es/ IN FS 26 8 5 % 2 0S u p p orti

n g% 2 0 B u sin ess% 2 0 O p erat ion s% 2 0 S 1 2 0 0 5 .p d f

C O U R S E 2 .7 .2 : B U S IN E S S R E S E A R C H M E T H O D S

O b je c tiv e

T o equ ip th e stu d en ts w ith th e b asic u n d erstan d in g o f th e research

m eth od o logy an d p rovid e an in sigh t in to th e ap p licat ion o f m od ern an a lyt ica l too ls

an d tech n iqu es fo r th e p u rp ose o f m an agem en t d ecis ion m ak in g.

U n it– I

R esearch – M ean in g – T yp es – N atu re an d sco p e o f research – P rob lem

Fo rm u lat ion – S tatem en t - R esearch O b ject ive – Va lu e an d C ost o f In fo rm ation –

D ecis ion T h eo ry – U ses o f research - R esearch p rocess – R esearch d esign –

E xp lo rato ry – D escr ip t ive – E xp er im en ta l R esearch .

U n it– II

In terva l est im ates – C on fid en ce In terva l - E st im ation o f P op u lat ion p aram eters

– In terva l est im ates o f m ean s an d p rop o rt ion s – A n a lys is – H yp o th esis test in g – C h i-

squ are test – t test – F test .

26

U n it– III

M eth od s o f d ata co llect ion – O b servat ion an d S u rvey m eth od s – F ie ld w o rk

p lan – A d m in istrat ion o f su rveys – T ra in in g o f f ie ld in vest igato rs – S am p lin g

m eth od s – S am p le s ize d eterm in at ion .

U n it– IV

S ou rce o f D ata – P r im ary – S econ d ary d ata – Q u est ion n aire D esign –T yp es o f

sca les - A tt itu d e m easu rem en t tech n iqu es – S e lect ion o f S tat ist ica l tech n iqu es –

C o rre la t ion – R egression – T im e S er ies A n alys is .

U n it–V

U se o f S P S S an d O th er sta t ist ica l so ftw are – T ab u lat ion o f d ata – A n a lys is o f

d ata – A N O VA – D iscr im in an t A n alys is – Facto r an a lys is – C on jo in t an a lys is –

M u lt id im en sion a l S ca lin g – C lu ster A n alys is .

U n it–V I

R esearch A p p licat ion s – R ep o rt p rep arat ion s –Form at- T yp es-C om p on en ts –

E ssen t ia ls o f good rep o rt – L an gu ages – T ab les – P ictu res an d G rap h s, B ib lio grap h y

- A n n exu re.

R e fe re n c e s B o o k s

1 ) G u p ta S : R esearch M eth od o logy an d S tat is t ica l T ech n iqu es, N ew D elh i, D eep &

D eep P u b licat ion (P ) L td ., 2 0 0 2

2 ) T h ak u r d .: R esearch M eth od o logy in S ocia l S cien ce, N ew D elh i, D eep & D eep

P u b licat ion s (P ) L td ., 1 9 9 8 .

3 ) T r ip ath i P .C .: A T ex tb ook o f R esearch M eth od o logy, N ew D elh i, S u ltan C h an d

& S on s, 2 0 0 2 .

4 ) D avid M . B o je : N arrat ive M eth od s fo r O rgan isat ion a l an d C om m u n icat ion

R esearch , N ew D elh i, S age P u b licat ion , 2 0 0 1 .

5 ) R . D iv ived i: R esearch M eth od s in B eh aviou r S cien ce, N ew D elh i, M acm illan

In d ia L td ., 2 0 0 1 .

6 ) L evin & R u b in : S tat ist ics fo r M an agem en t, N ew D elh i, P ren t ice H all o f In d ia ,

2 0 0 2 .


1 ) J ou rn al o f B u sin ess R esearch .

2 ) J ou rn als : R esearch in B u sin ess an d M an agem en t.

3 ) In tern at ion a l jou rn a l o f B u sin ess In n ovat ion an d R esearch .

4 ) In tern at ion a l jou rn a l o f M an agem en t S cien ces an d B u sin ess R e search .

5 ) T h e E lectron ic J ou rn a l o f B u sin ess R esearch M eth od .


1 ) h ttp :/ / m an agem en th elp .o rg/ bu sin essresearch / ind ex .htm ?P H P S E SS ID =5 d 4 61

7 9 6 f9 5 ec6 3 7 1 0 0 f7 f2 1 2 eb 8 b 5 3 5

2 ) h ttp :/ / w w w .ftvs .cu n i.cz/ h en d l/ m etod o logie/ in trod u ct ion -to -research -

m eth od s.p d f

3 ) h ttp :/ / sm allb u sin ess.ch ron .com / typ es -b u sin ess-research -m eth od s-

5 7 5 8 2 .h tm l

4 ) h ttp :/ / w w w .sb s.strath .ac.u k / research ers.

a n n a m a la i u n iv ersity - audde.in

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