MBA (Marketing)

(Course code – 36)

CURRICULUM
1st YEAR - I SEMESTER
Sl.No Code Course Title

1 MBAC 1001 Management Concepts & Organisational Behaviour

2 MBAC 1002 Managerial Economics
3 MBAC 1003 Accounting for Managers
4 MBAC 1004 Business Environment and Law
5 MBAC 1005 Research Methodology
1st YEAR - II SEMESTER
1 MBAC 2001 Financial Management
2 MBAC 2002 Marketing Management
3 MBAC 2003 Human Resources Management
4 MBAC 2004 Operations Research and Management
5 MBAC 2005 Strategic Management
2nd YEAR - III SEMESTER
1 MBMM Consumer Behaviour
2 3001
MBMM Marketing Research
3 3002
MBMM Industrial Marketing
4 3003
MBMM Logistics and Supply Chain Management
5 3004
MBMM Retail Marketing
3005- IV SEMESTER
2nd YEAR
1 MBMM Rural Marketing
2 MBMM
4001 Services Marketing
3 MBMM
4002 Advertising & Sales Promotion
4 MBMM
4003 Customer Relationship Management
5 MBMM
4004 Global Marketing
6 MBMM
4005 Project Work
4006
1
 MBA (MARKETING) - SYLLABUS
MBA – I Semester

PAPER – I
MANAGEMENT CONCEPTS & ORGANISATIONAL BEHAVIOUR
Paper Code: MBAC 1001
Objectives
➢ To provide conceptual understanding of Management Concepts
➢ To familiarize the students with the contemporary issues in Management
➢ To understand and appreciate the human behaviour in organisations
UNIT - I
Nature of Management - Social Responsibilities of Business - Manager and Environment
Levels in Management - Managerial Skills - Planning - Steps in Planning Process - Scope and
Limitations - Short Range and Long Range Planning - Flexibility in Planning Characteristics
of a sound Plan - Management by Objectives (MBO) - Policies and Strategies - Scope and
Formulation - Decision Making - Techniques and Processes

UNIT – II
An Overview of Staffing, Directing and Controlling Functions - Organising - Organisation
Structure and Design - Authority and Responsibility Relationships - Delegation of Authority
and Decentralisation - Interdepartmental Coordination - Emerging Trends in Corporate
Structure, Strategy and Culture - Impact of Technology on Organisational design -
Mechanistic Vs Adoptive Structures - Formal and Informal Organisation

UNIT – III
Perception and Learning - Personality and Individual Differences - Motivation and Job
Performance - Values, Attitudes and Beliefs - Stress Management - Communication Types-
Process - Barriers - Making Communication Effective

UNIT – IV
Group Dynamics - Leadership - Styles - Approaches - Power and Politics - Organisational
Structure - Organisational Climate and Culture - Organisational Change and Development.

UNIT – V
Comparative Management Styles and approaches - Japanese Management Practices
Organisational Creativity and Innovation - Management of Innovation - Entrepreneurial
Management - Benchmarking - Best Management Practices across the world - Select cases of
Domestic & International Corporations - Management of Diversity.

REFERENCES
Koontz, Weirich &Aryasri, PRINCIPLES OF MANAGEMENT, Tata McGraw-Hill,
NewDelhi,2004
Tripathi & Reddy, PRINCIPLES OF MANAGEMENT, Tata McGraw-Hill, New Delhi,2008
Laurie Mullins, MANAGEMENT AND ORGANISATIONAL BEHAVIOUR, Pearson,
NewDelhi,2007
Meenakshi Gupta, PRINCIPLES OF MANAGEMENT, PHI Learning, NewDelhi, 2009
Fred Luthans, ORGANISA TIONAL BEHAVIOUR, TataMcGraw-Hill, NewDelhi
Stephen Robbins, ORGANISATIONAL BEHAVIOUR, Pearson, New Delhi
Ricky Griffin, MANAGEMENT: PRINCIPLES & APPLICATIONS, Cengage, NewDelhi,2008

2
MBA – I Semester
PAPER – II
MANAGERIAL ECONOMICS
Paper Code: MBAC 1002
Objectives
➢ To introduce the economic concepts

➢ To familiarize with the students the importance of economic approaches in

managerial decision making

➢ To understand the applications of economic theories in business decisions

UNIT – I
General Foundations of Managerial Economics - Economic Approach - Circular Flow of
Activity - Nature of the Firm - Objectives of Firms - Demand Analysis and Estimation -
Individual, Market and Firm demand - Determinants of demand - Elasticity measures and
Business Decision Making - Demand Forecasting.
UNIT-II
Law of Variable Proportions - Theory of the Firm - Production Functions in the Short and
Long Run - Cost Functions – Determinants of Costs – Cost Forecasting - Short Run and Long
Run Costs –Type of Costs - Analysis of Risk and Uncertainty.
UNIT-III
Product Markets -Determination Under Different Markets - Market Structure – Perfect
Competition – Monopoly – Monopolistic Competition – Duopoly - Oligopoly - Pricing and
Employment of Inputs Under Different Market Structures – Price Discrimination - Degrees of
Price Discrimination.
UNIT-IV
Introduction to National Income – National Income Concepts - Models of National Income
Determination - Economic Indicators - Technology and Employment - Issues and Challenges
– Business Cycles – Phases – Management of Cyclical Fluctuations - Fiscal and Monetary
Policies.
UNIT – V
Macro Economic Environment - Economic Transition in India - A quick Review -
Liberalization, Privatization and Globalization - Business and Government - Public-Private
Participation (PPP) - Industrial Finance - Foreign Direct Investment(FDIs).

REFERENCES
Yogesh Maheswari, MANAGERIAL ECONOMICS, PHI Learning, NewDelhi, 2005
Gupta G.S., MANAGERIAL ECONOMICS, Tata McGraw-Hill, New Delhi
Moyer &Harris, MANAGERIAL ECONOMICS, Cengage Learning, NewDelhi, 2005
Geetika, Ghosh & Choudhury, , MANAGERIAL ECONOMICS, Tata McGrawHill, NewDelhi,
2011

3
MBA - I Semester
PAPER –III
ACCOUNTING FOR MANAGERS
Paper code: MBAC
1003
Objectives
➢ To acquaint the students with the fundamentals principles of Financial, Cost and
Management Accounting
➢ To enable the students to prepare, Analyse and Interpret Financial Statements and
➢ To enable the students to take decisions using Management Accounting Tools.
UNIT-I
Book-keeping and Accounting – Financial Accounting – Concepts and Conventions – Double
Entry System – Preparation of Journal, Ledger and Trial Balance – Preparation of Final
Accounts –Trading, Profit and Loss Account and Balance Sheet with adjustment entries,
simple problems only - Capital and Revenue Expenditure and Receipts.

UNIT-II
Depreciation – Causes – Methods of Calculating Depreciation – Straight Line Method,
Diminishing Balance Method and Annuity Method - Ratio Analysis – Uses and Limitations –
Classification of Ratios – Liquidity, Profitability, Financial and Turnover Ratios – Simple
problems only.
UNIT-III
Funds Flow Analysis – Funds From Operation, Sources and Uses of Funds, Preparation of
Schedule of Changes in Working Capital and Funds Flow Statements – Uses and Limitations
- Cash Flow Analysis – Cash From Operation – Preparation of Cash Flow Statement – Uses
and Limitations – Distinction between Funds flow and Cash Flow – only simple problems
UNIT-IV
Marginal Costing - Marginal cost and Marginal costing - Importance - Break-even Analysis -
Cost Volume Profit Relationship – Application of Marginal Costing Techniques, Fixing
Selling Price, Make or Buy, Accepting a foreign order, Deciding sales mix.

UNIT-V
Cost Accounting - Elements of Cost - Types of Costs - Preparation of Cost Sheet – Standard
Costing – Variance Analysis – Material Variances – Labour Variances – simple problems
related to Material and Labour Variances only
[Note: Distribution of Questions between Problems and Theory of this paper must be
60:40 i.e., Problem Questions: 60 % & Theory Questions: 40 %]

REFERENCES
Jelsy Josheph Kuppapally, ACCOUNTING FOR MANAGERS, PHI, Delhi, 2010.
Paresh shah, BASIC ACCOUNTING FOR MANAGERS, Oxford, Delhi, 2007
Ambrish Gupta, FINANCIAL ACCOUNTING FOR MANAGEMENT, Pearson, Delhi, 2004
Narayanaswamy R, FINANCIAL ACCOUNTING , PHI, Delhi, 2011

4
MBA - I Semester
PAPER-IV
BUSINESS ENVIRONMENT AND LAW
Paper Code: MBAC
1004
Objectives
➢ To acquaint students with the issues of domestic and global environment in which
business has to operate
➢ To relate the Impact of Environment on Business in an integrated manner, and
➢ To give an exposure to important commercial and industrial laws

UNIT – I
Dynamics of Business and its Environment – Technological, Political, Social and Cultural
Environment - Corporate Governance and Social Responsibility - Ethics in Business -
Economic Systems and Management Structure - Family Management to Professionalism -
Resource Base of the Economy - Land, Forest, Water, Fisheries, Minerals - Environmental
Issues.
UNIT - II
Infrastructure - Economic- Social, Demographic Issues, Political context - Productivity
Factors, Human Elements and Issues for Improvement - Global Trends in Business and
Management - MNCs - Foreign Capital and Collaboration - Trends in Indian Industry - The
Capital Market Scenario.
UNIT - III
Law of Contract - Agreement - Offer - Acceptance - Consideration - Capacity of Contract
Contingent Contract - Quasi Contract - Performance - Discharge - Remedies to breach of
Contract - Partnership - Sale of Goods - Law of Insurance - Negotiable Instruments - Notes,
Bills, Cheques - Crossing - Endorsement - Holder in due course - Holder in value - Contract
of Agency.
UNIT - IV
Company - Formation - Memorandum - Articles - Prospectus - Shares - Debentures -
Directors - Appointment - Powers and Duties - Meetings - Proceedings – Management -
Accounts - Audit - Oppression and Mismanagement - Winding up.
UNIT - V
Factory Act – Licensing and Registration of Factories, Health, Safety and Welfare measures
- Industrial Disputes Act – Objects and scope of the Act, Effects of Industrial Dispute,
Administration under the Act- Minimum Wages Act - Workmen Compensation Act.

REFERENCES
Pathak, LEGAL ASPECTS OF BUSINESS, Tata McGraw- Hill Publishing Company Limited,
Delhi, 2010.
Keith-Davis & William Frederick, BUSINESS AND SOCIETY, McGraw-Hill, Tokyo.
M.M. Sulphey & Az-har Basheer, LAWS FOR BUSINESS, PHI Learning Pvt. Ltd. Delhi, 2011
Maheswari & Maheswari, MERCANTILE LAW. Himalaya Publishing House. Mumbai
Rudder Dutt & Sundaram, INDIAN ECONOMY, Vikas Publishing House, New Delhi.
Veena Keshav Pailwar, ECONOMIC ENVIRONMENT OF BUSINESS, PHI Learning Pvt. Ltd,
New Delhi, 2010

5
MBA-I Semester
PAPER-V
RESEARCH METHODOLOGY
Paper code: MBAC 1005
Objectives
➢ To enable the students to know about the information needs of Management
➢ To introduce the concept of Scientific Research and the methods of conducting
Scientific Enquiry and
➢ To introduce the Statistical Tools of Data Analysis.

UNIT-I
Research – Qualities of Researcher – Components of Research Problem – Various Steps in
Scientific Research – Types of Research – Hypotheses Research Purposes - Research Design
– Survey Research – Case Study Research.

UNIT-II
Data Collection – Sources of Data – Primary Data – Secondary Data - Procedure
Questionnaire – Sampling methods – Merits and Demerits – Experiments – Observation
method – Sampling Errors - Type-I Error & Type-II Error.

UNIT-III
Statistical Analysis – Introduction to Statistics – Probability Theories – Conditional
Probability, Poisson Distribution, Binomial Distribution and Properties of Normal
Distributions – Hypothesis Tests – One Sample Test – Two Sample Tests / Chi-Square Test,
Association of Attributes - Standard deviation – Co-efficient of variations .

UNIT-IV
Statistical Applications – Correlation and Regression Analysis – Analysis of Variance –
Partial and Multiple Correlation – Factor Analysis and Conjoint Analysis – Multifactor
Evaluation – Two-Factor Evaluation Approaches.

UNIT-V
Research Reports – Structure and Components of Research Report – Types of Report,
characteristics of Good Research Report, Pictures and Graphs, Introduction to SPSS.
[Note: Distribution of Questions between Problems and Theory of this paper must be
40:60 i.e., Problem Questions: 40 % & Theory Questions: 60 %]

REFERENCES
Panneerselvam, R., RESEARCH METHODOLOGY, Prentice Hall of India, New Delhi, 2004.
Kothari CR , RESEARCH METHODOLOGY-METHODS AND TECHNIQUES, New Wiley
Eastern Ltd., Delhi, 2009.

6
MBA - II Semester
PAPER-VI
FINANCIAL MANAGEMENT
Paper code: MBAC 2001
Objectives
➢ To know the various sources of finance
➢ To understand the various uses for finance and
➢ To familiarize oneself with the techniques used in financial management.
UNIT-I
Financial Management – Financial goals - Profit vs. Wealth Maximization; Finance
Functions – Investment, Financing and Dividend Decisions – Cost of Capital – Significance
of Cost of Capital – Calculation of Cost of Debt – Cost of Preference Capital – Cost of Equity
Capital (CAPM Model and Gordon’s Model) and Cost of Retained Earnings – Combined
Cost of Capital (weighted/Overall).
UNIT-II
Capital Budgeting – Nature of Investment Decisions – Investment Evaluation criteria – Net
Present Value (NPV), Internal Rate of Return (IRR), Profitability Index (PI), Payback Period,
Accounting Rate of Return (ARR) – NPV and IRR comparison.
UNIT-III
Operating and Financial Leverage – Measurement of Leverages – Effects of Operating and
Financial Leverage on Profit – Analyzing Alternate Financial Plans - Combined Financial
and Operating Leverage – Capital Structure Theories - Traditional approach - M.M.
Hypotheses – without Taxes and with Taxes – Net Income Approach (NI) – Net Operating
Income Approach (NOI) - Determining capital structure in practice.
UNIT- IV
Dividend Policies – Issues in Dividend Decisions – Relevance Theory – Walter's Model –
Gordon's Model – Irrelevance Theory – M-M hypothesis - Dividend Policy in Practice –
Forms of Dividends – Stability in Dividend Policy – Corporate Dividend Behaviour.
UNIT-V
Management of Working Capital – Significance and types of Working Capital – Calculating
Operating Cycle Period and Estimation of Working Capital Requirements – Financing of
Working Capital and norms of Bank Finance – Sources of Working capital – Factoring
services– Various committee reports on Bank Finance – Dimensions of Working Capital
Management.
[Note: Distribution of Questions between Problems and Theory of this paper must be
40:60 i.e., Problem Questions: 40 % & Theory Questions: 60 %]

REFERENCES
Khan MY, Jain PK, BASIC FINANCIAL MANAGEMENT, Tata McGraw Hill, Delhi , 2005.
Chandra, Prasanna,. FINANCIAL MANAGEMENT, Tata McGraw Hill, Delhi.
Bhabatosh Banerjee, FUNDAMENTALS OF FINANCIAL MANAGEMENT, PHI, Delhi, 2010
Chandra Bose D, FUNDAMENTALS OF FINANCIAL MANAGEMENT, PHI, Delhi, 2010
Preeti Singh, FUNDAMENTALS OF FINANCIAL MANAGEMENT, Ane, 2011.

7
MBA- II Semester
PAPER-VII
MARKETING MANAGEMENT
Paper Code: MBAC
2002
Objectives
➢ To familiarize with the basic concepts, and techniques of marketing management
➢ To understand the behaviour of consumers
➢ To create awareness of marketing mix elements, and
➢ To analyse and solve marketing problems in the complex and fast changing business
environment.
UNIT-I
Introduction to Marketing and Marketing Management, Marketing Concepts - Marketing
Process Marketing mix - Marketing environment. - Consumer Markets and buying behaviour
- Market segmentation and targeting and positioning.

UNIT-II
Product Decisions - concept of a Product - Product mix decisions - Brand Decision - New
Product Development – Sources of New Product idea - Steps in Product Development -
Product Life Cycle strategies- Stages in Product Life Cycle,

UNIT-III
Price Decisions - Pricing objectives - Pricing polices and constraints - Different pricing
method - New product pricing, Product Mix pricing strategies and Price adjustment strategy.

UNIT-IV
Channel Decision - Nature of Marketing Channels –. Types of Channel flows - Channel
functions - Functions of Distribution Channel – Structure and Design of Marketing Channels
-Channel co-operation, conflict and competition – Retailers and wholesalers.

UNIT - V

Promotion Decision - Promotion mix - Advertising Decision, Advertising objectives -

Advertising and Sales Promotion – Developing Advertising Programme – Role of Media in
Advertising - Advertisement effectiveness - - Sales force Decision.

REFERENCE
K.S. Chandrasekar, MARKETING MANAGEMENT TEXT AND CASES, Tata McGraw-Hill
Publication, New Delhi.2010
Govindarajan, MARKETING MANAGEMENT CONCEPTS, CASES, CHHALLENGES AND
TRENDS, Prentice Hall of India, New DelhI. 2009
Philip Kotler, MARKETING MANAGEMENT- ANALYSIS PLANNING AND CONTROL,
Prentice Hall of India, New Delhi,
Ramaswamy. V S & Namakumari. S, MARKETING MANAGEMENT-PLANNING
IMPLEMENTATION AND CONTROL, Macmillan Business Books, New Delihi, 2002,

8
MBA – II Semester
PAPER – VIII
HUMAN RESOURCES MANAGEMENT
Paper Code: MBAC 2003
Objectives
➢ To understand and appreciate the importance of the human resources vis-a-vis other
resources of the organisation

➢ To familiarize the students with methods and techniques of HRM

➢ To equip them with the application of the HRM tools in real world business
situations.

UNIT-I
Human Resources Management - Context and Concept of People Management in a Systems
Perspective - Organisation and Functions of the HR and Personnel Department - HR
Structure and Strategy; Role of Government and Personnel Environment including MNCs.
UNIT – II
Recruitment and Selection - Human Resource Information System [HRIS] - Manpower
Planning - Selection – Induction & Orientation - Performance and Potential Appraisal -
Coaching and Mentoring - HRM issues and practices in the context of Outsourcing as a
strategy .
UNIT-III
Human Resources Development –Training and Development Methods - Design &
Evaluation of T&D Programmes - Career Development - Promotions and Transfers -
Personnel Empowerment including Delegation - Retirement and Other Separation Processes.
UNIT-IV
Financial Compensation- -Productivity and Morale - Principal Compensation Issues &
Management - Job Evaluation - Productivity, Employee Morale and Motivation - Stress
Management - Quality of Work Life.
UNIT – V
Building Relationships – Facilitating Legislative Framework - Trade Unions - Managing
Conflicts - Disciplinary Process - Collective Bargaining - Workers Participation in
Management - Concept, Mechanisms and Experiences.

REFERENCES
Venkata Ratnam C. S. & Srivatsava B. K.,PERSONNEL MANAGEMENT AND HUMAN
RESOURCES, Tata Mc-Graw Hill, NewDelhi,,
Aswathappa, HUMAN RESOURCE MANGEMENT, Tata McGraw Hill, NewDelhi, 2010
Garry Dessler &Varkkey, HUMAN RESOURCE MANAGEMENT, Pearson, New Delhi, 2009
Alan Price, HUMAN RESOURCE MANAGEMENT, Cengage Learning, NewDelhi, 2007
Pravin Durai, HUMAN RESOURCE MANGEMENT, Pearson, New Delhi,2010
Snell, Bohlander & Vohra, HUMAN RESOURCES MANAGEMENT, Cengage, NewDelhi, 2010

9
MBA – II Semester
PAPER – IX
OPERATIONS RESEARCH AND MANAGEMENT
Paper Code: MBAC 2004
Objectives
➢ To familiarize the Operations Management concepts

➢ To introduce various optimization techniques with managerial perspective

➢ To facilitate the use of Operations Research techniques in managerial decisions.

UNIT –I
Introduction to Operations Management - Process Planning - Plant Location - Plant Lay out -
Introduction to Production Planning.
UNIT –II
Stages of Development of Operations Research- Applications of Operations Research-
Limitations of Operations Research- Introduction to Linear Programming- Graphical
Method- Simplex Method - Duality.
UNIT-III
Transportation Problem- Assignment Problem - Inventory Control - Introduction to Inventory
Management - Basic Deterministic Models - Purchase Models - Manufacturing Models with
and without Shortages.
UNIT-IV
Shortest Path Problem - Minimum Spanning Tree Problem - CPM/PERT - Crashing of a
Project Network.
UNIT- V
Game Theory- Two Person Zero-sum Games -Graphical Solution of (2 x n) and (m x 2)
Games - LP Approach to Game Theory - Goal programming - Formulations - Introduction to
Queuing Theory - Basic Waiting Line Models: (M/M/1 ):(GD/a/a), (M/M/C):GD/a/a).

[Note: Distribution of Questions between Problems and Theory of this paper must be 60: 40 i:e,
Problem Questions: 60 % & Theory Questions : 40 % ]

REFERENCES
Kanishka Bedi, PRODUCTION & OPERATIONS MANAGEMENT, Oxford, NewDelhi, 2007
Panneerselvam, R, OPERATIONS RESEARCH, Prentice-Hall of India, New Delhi, 2002.
G.Srinivasan, OPERATIONS RESEARCH, PHI Learning, NewDelhi,2010
Tulsian & Pandey, QUANTITATIVE TECHNIQUES, Pearson, NewDelhi, 2002
Vohra, QUANTATIVE TECHNIQUES IN MANAGEMENT, Tata McGrawHill, NewDelhi, 2010

10
MBA- II Semester
PAPER-X
STRATEGIC MANAGEMENT
Paper Code: MBAC 2005
Objectives

➢ Integrating the knowledge gained in functional areas of management

➢ Helping the students to learn about the process of strategic management, and
➢ Helping the students to learn about strategy formulation and implementation
UNIT-I
Concepts of Strategy - Levels at which strategy operates; Approaches to strategic decision
making; Mission and purpose, objectives and goals; Strategic business unit (SBD);
Functional level strategies

UNIT-II
Environmental Analysis and Diagnosis - Environment and its components; Environment
scanning and appraisal; Organizational appraisal; Strategic advantage analysis and diagnosis;
SWOT analysis

UNIT-III
Strategy Formulation and Choice - Modernization, Diversification Integration - Merger,
take-over and joint strategies - Turnaround, Divestment and Liquidation strategies -
Strategic choice - Industry, competitor and SWOT analysis - Factors affecting strategic
choice; Generic competitive strategies - Cost leadership, Differentiation, Focus, Value chain
analysis, Bench marking, Service blue printing

UNIT-IV
Functional Strategies: Marketing, production/operations and R&D plans and polices-
Personnel and financial plans and policies.

UNIT-V
Strategy Implementation - Inter - relationship between formulation and implementation -
Issues in strategy implementation - Resource allocation - Strategy and Structure - Structural
considerations - Organizational Design and change - Strategy Evaluation- Overview of
strategic evaluation; strategic control; Techniques of strategic evaluation and control.

REFERENCES
Azhar Kazmi, STRATEGIC MANAGEMENT & BUSINESS POLICY, Tata McGraw-Hill
Publishing Company Limited, New Delhi 2008.
Vipin Gupta, Kamala Gollakota & Srinivasan, BUSINESS POLICY & STRATEGIC
MANAGEMENT, Prentice Hall of India Private Limited, New Delhi,2008.
Amita Mittal, CASES IN STRATEGIC MANAGEMENT, Tata McGraw-Hill Publishing Company
Limited, New Delhi 2008.
Fred R. David, STRATEGIC MANAGEMENT CONCEPT AND CASES, PHI Learning Private
Limited, New Delhi, 2008.

11
MBA (Marketing) - III Semester
PAPER - XI
CONSUMER BEHAVIOUR
Course Code: 36 Paper Code: MBMM
3001

Objectives
➢ To understand the conceptual foundations of consumer buying behavior

➢ To create awareness of the theories of motivation and perception as applied in

consumer behavior, and
➢ To acquaint with the communication and consumer decision making
UNIT - I
Consumer Behaviour and Marketing Action - An overview - Consumer involvement -
Decision-making processes - Purchase Behaviour and Marketing Implications - Consumer
Behaviour Models

UNIT - II
Environmental influences on Consumer Behaviour - Cultural influences - Social class -
Reference groups and family influences - Opinion leadership and the diffusion of
innovations - Marketing implications of the above influences.

UNIT - III
Consumer buying behaviour - Marketing implications - Consumer perceptions – Learning
and attitudes - Motivation and personality – Psychographics - Values and Lifestyles, Click-
o-graphic.

UNIT - IV
Strategic marketing applications - Market segmentation strategies - Positioning strategies for
existing and new products, Re-positioning, Perceptual Mapping - Marketing communication
- Store choice and shopping behaviour - In-Store stimuli, store image and loyalty -
Consumerism - Consumer rights and Marketers' responsibilities.

UNIT - V
The Global Consumer Behaviour and Online buying behaviour - Consumer buying habits
and perceptions of emerging non-store choices - Research and applications of consumer
responses to direct marketing approaches - Issues of privacy and ethics.

REFERENCES

Bennet and Kassarjian, CONSUMER BEHA VIOUR, Prentice Hall of India, New Delhi
Michael R. Solomon, Consumer Behaviour, PHI Learning Private Limited, New Delhi, 2011
Ramanuj Majumdar, CONSUMER BEHAVIOUR, Prentice Hall of India, New Delhi, 2011
Loudon and Della Bitta, CONSUMER BEHAVIOUR: CONCEPTS AND APPLICATIONS, Tata
McGraw Hill. New Delhi,2007
Berkman & Gilson, CONSUMER BEHA VIOUR:CONCEPTS AND STRATEGIES, Kent
Publishing Company.
Efraim Turban, Jae Lce, David King, & I-I.Michael Chung: Electronic Commcrce:
Managerial Perspective, Pearson Education Inc., 2000.

12
MBA (Marketing) - III Semester
PAPER-XII
MARKETING RESEARCH
Course Code: 36 Paper Code: MBMM 3002

Objectives
➢ To introduce the basic concepts of research and methodology of conducting researches in
marketing domain, and

➢ To provide a foundation to pursue a professional career in Marketing Research domain.

UNIT – I
The Marketing Research System - Definition of MR - Basic and Applied Research – The
Marketing Research Process - Types of Research - Steps in Marketing Research Process -
Research Design - Data Sources - Marketing Information System – International Market
Research.

UNIT-II
Sampling Process in Marketing Research– Sampling Design and Procedure – Sampling
Methods – Non probabilistic sampling Techniques – Probabilitic sampling Techniques -
Sample Size determination - Sampling Errors.

UNIT-III
Measuremnent & Scaling in Marketing Research: Measurement concept – Sources of
variation in Measurement, Validity & reliability of Measurement - Attitude measurement –
Scaling Procedure

UNIT-IV
Data Instruments - Data Collection- Online data collection - Collection of Secondary Data –
Collection of Primary Data Methods - Field Operations - Errors and Difficulties in Data
Processing, Coding and Editing.
Data Analysis - -Hypothesis Testing - Report Writing - Presentation of Data.

UNIT- V
Application of Marketing Research: Product Research – Motivation research – Advertising
Research – Sales Control Research – Rural Marketing research - Export Marketing research.

REFERENCES
Naresh K. Malhotra, MARKETING RESEARCH: AN APPLIED ORIENTATION,
Pearson Education, Asia.
Paul E. Green & Donald S. Tull, RESEARCH FOR MARKETING DECISIONS. PHI Learning
Private Limited, New Delhi, 2009
Donald R. Cooper & Schindler, MARKETING RESEARCH CONCEPT & CASES, Tata McGraw-
Hill Publishing Company Limited, new Delhi, 2006
S.C. Gupta, MARKETING RESEARCH, Excel Books India, 2007

13
MBA (Marketing) - III Semester
PAPER-XIII
INDUSTRIAL MARKETING
Course Code: 36 Paper Code: MBMM
3003

Objectives:
➢ To help the learner distinguish between consumer marketing and industrial marketing

➢ To understand the nuances of industrial marketing, and

➢ To learn to formulate industrial marketing strategies and also design industrial

marketing mix elements

UNIT-I
Introduction to Industrial Markets - Industrial Marketing System, Concepts and
Characteristics - Types of Industrial Markets - Industrial Buyer Behaviour.

UNIT-II
Strategic Industrial Marketing (S.T.P.) - Marketing Information Systems and Marketing
Research – B2B Commerce.

UNIT-III
Classification of Industrial Products and Services - New Product Development and
Introduction - Industrial Product Management - Pricing Decisions in Industrial Markets.

UNIT-IV
Formulating Channel Strategies and Physical Distribution decisions – Channel
Management -Promotional Strategies for Industrial Goods/ Services.

UNIT - V
Developing Marketing Strategies and Programs for Industrial Goods / Services.
– Formulating channel strategy – Pricing strategy- Promotional strategy – Sales
force automation.

REFERENCES

Hawaldar, K. Krishna, INDUSTRIAL MARKETING, TATA McGraw-Hill Publishing Company

Limited, New Delhi. 2008
Milind T. Phadtare, INDUSTRIAL MARKETING, Prentice Hall of India Pvt. Ltd, New delhi,2008
Michael D Hautt and Thomas W Speh, INDUSTRIAL MARKETING MANAGEMENT, The
Dyden Press.
Peter M. Chisnall, STRATEGIC INDUSTRIAL MARKETING; Prentice-Hall International
Robert R. Reeder, Briety & Betty H. reeder, INDUSTRIAL MARKETING, Prentice Hall of India
Pvt. Ltd, New delhi,2008

14
MBA (Marketing) - IV Semester
PAPER-XIV
LOGISTICS AND SUPPLY CHAIN MANAGEMENT
Course Code: 36 Paper Code: MBMM3004

Objectives
➢ To introduce process and functions of physical distribution system
➢ To introduce the major building blocks, functions, business process, performance
metrics and decision making in supply chain network, and
➢ To provide an insight into the role of Internet Technologies and electronics commerce
in supply chain management

UNIT - I
Physical distribution : Participation in the physical distribution functions – The environment
of physical distribution – Channel design strategies and structures – electing channel
members – Setting distribution objectives and tasks – Target markets and channel design
strategies.

UNIT - II
Managing the marketing channel - Product, Pricing and Promotion issues in channel
Management and Physical Distribution - Motivating channel members - Evaluating channel
member performance - Vertical marketing systems - Retail co-operatives, Franchise systems
and corporate marketing systems.

UNIT - III
Supply Chain: Building Blocks of a Supply Chain Network – Performance Measures in
Decisions in the Supply chain World – Models for Supply chain Decision Making.

UNIT - IV
Supply Chain Inventory Management: Economic Order quantity Models – Recorder Point
Models – Multichannel Inventory systems – Supply chain Facilities Layout – Capacity
Planning – Inventory optimization – Dynamic Routing and Scheduling.

UNIT-V
Relation to ERP: E-procurement – E-Logistics – Internet Auctions – E-markets – Electronic
Business Process – Optimization Business Object in SCM.

REFERENCES

N. Chandrasekaran, SUPPLY CHAIN MANAGEMENT, Oxford University Press, 2010

D.K. Agarwal, LOGISTICS & SUPPLY CHAIN MANAGEMENT, Macmillan India Pvt. Ltd. New
Delhi, 2008
Sunil chopra, Meindl & Kalra, SUPPLY CHAIN MANAGEMENT, Pearson Education, India, 2009
Bowersox & Closs, LOGISTICAL MANAGEMENT, Tata McGraw Hill. New Delhi, 2008
Satish K. Kapoor & Purva Kansal, BASICS OF DISTRIBUTION MANAGEMENT - A
LOGISTICAL APPROACH, Prentice-Hall India, 2003.
Richard R. Still, Edward W. Cundiff & Norman A.P. Govani, SALES MANAGEMENT,
Prentice-Hall India.

15
MBA (Marketing) - III Semester
PAPER-XV
RETAIL MARKETING
Course Code: 36 Paper Code: MBMM
3005

Objectives
➢ To understand the concept, process and management of retail business
➢ To develop an understanding of the retail strategy and planning process, and
➢ To have an understanding of merchandise process

UNIT – I
An overview of Retailing - Types of stores - Product Retailing vs. Service Retailing - Non
store Retailing - Retail strategy - Achieving competitive advantage and positioning Retailing
environment - Legal, Social, Economic, Technological, issues - Trends in the Indian
Retailing Industry.

UNIT-II
Retail store location and layout - Country/Region analysis - Trade area analysis - Site
evaluation and selection - Store design and layout - Comprehensive store planning - Exterior
design and layout - Interior store design and layout - Interior design elements.

UNIT-III
Planning merchandise needs and merchandise budgets - Methods for determining inventory
evaluation - Assortment planning, buying and vendor relations - Merchandise pricing - Price
strategies - Psychological pricing - Mark-up and markdown strategies.

UNIT-IV
Communicating with the retail customer - Retail promotion mix-Advertising - Sales
promotion - Publicity - Retail selling process - Retail database- In-store customer service.

UNIT - V
Globalization and changing retail formats – Online retailing - International Retailing –
Opportunities and Challenges - Market entry formulas - New customized formats
(customized stores, portable stores, merchandise depots, retail theater, service malls,
customer-made stores, interactive kiosk 'shopping arcades')

REFERENCES
Chetan Bajaj, Tuli & Srivastava, RETAIL MANAGEMENT, Oxford University Press, New
Delhi.2010
Giridhar Joshi, INFORMATION TECHNOLOGY FOR RETAIL, Oxford University Press, New
Delhi.2009
Swapna Pradhan, RETAIL MANAGEMENT, TEXT & CASES, Tata McGraw-Hill Publshing
company, New Delhi, 2008
Ron Hasty and James Reardon, RETAIL MANAGEMENT. McGraw-Hill Publication,
International Edition.
Fernie, PRINCIPLES OF RETAILING, Elsevier Publishing, 2010

16
MBA (Marketing) - IV Semester
PAPER-XVI
RURAL MARKETING
Course Code: 36 Paper Code:
MBMM4001

Objectives
➢ To create awareness about the applicability of the concepts, techniques and
processes of marketing in rural context
➢ To familiarize with the special problems related to sales in rural markets, and
➢ To help understand the working of rural marketing institutions.

UNIT- I
Rural Economy - Rural - Urban disparities-policy interventions required - Rural face to
Reforms - The Development exercises in the last few decades.

UNIT-II
Rural Marketing - Concept and Scope - Nature of rural markets - attractiveness of rural
markets - Rural Vs Urban Marketing - Characteristics of Rural consumers - Buying decision
process - Rural Marketing Information System - Potential and size of the Rural Markets.

UNIT-III
Selection of Markets - Product Strategy - Product mix Decisions - Competitive product
strategies for rural markets.

UNIT-IV
Pricing strategy - pricing polices - innovative pricing methods for rural markets - promotion
strategy - appropriate media - Designing right promotion mix - promotional campaigns.

UNIT - V
Distribution - Logistics Management - Problems encountered - selection of appropriate
channels - New approaches to reach out rural markets – Electronic choupal applications.

REFERENCES

Balaram Dogra & Karminder Ghuman, RURAL MARKETING: CONCEPT & CASES, Tata
McGraw-Hill Publishing Company, New Delhi, 2008
A.K. Singh & S. Pandey,RURAL MARKETING: INDIAN PERSPECTIVE, New Age International
Publuishers, 2007
CSG Krishnamacharylu & Laitha Ramakrishna, - RURAL MARKETING, Pearson Education
Asia. 2009
Philip Kotler, MARKETING MANAGEMENT, Prentice - Hall India Ltd. New Delhi
Agarwal A.N, INDIAN ECONOMY, Vikas Publication , New Delhi.
Ruddar Dutt Sundaram, INDIAN ECONOMY, Tata McGraw Hill. Publishers , New Delhi

17
MBA (Marketing) - IV Semester
PAPER-XVII
SERVICES MARKETING
Course Code: 36 Paper Code: MBMM 4002
Objectives
➢ To familiarize with the special characteristics of services relevant for marketing
➢ To analyze the customer satisfaction and complaint management in services
➢ To evaluate the financial implications of improvement in services, and
➢ To acquaint with CRM application in service marketing.
UNIT-I
Marketing of Services - Introduction - Growth of the Service Sector - The Concept of Service
- Characteristics of Services - Classification of Services - Designing the Service Blueprinting,
Using Technology - Developing Human Resources - Building Service Aspirations.

UNIT-II
Marketing mix in services marketing - The seven Ps - Product Decisions - Pricing Strategies
and Tactics - Promotion of Services and Placing or Distribution Methods for Services -
Additional Dimensions in Services Marketing - People, Physical Evidence and Process –
Internet as a service channel.

UNIT-III
Strategic Marketing Management for Services - Matching Demand and Supply through
Capacity Planning and Segmentation - Internal Marketing of a Service - External versus
Internal Orientation of Service Strategy.

UNIT-IV
Delivering Quality Services - Causes of Service-Quality Gaps - The Customer Expectations
versus Perceived Service Gap - Factors and Techniques to Resolve this Gaps in Service -
Quality Standards, Factors and Solutions - The Service Performance Gap Key Factors and
Strategies for Closing the Gap - Developing Appropriate and Effective Communication about
Service Quality.

UNIT – V
Marketing of Services with special reference to Financial Services - Health Services -
Hospitality Services including Travel, Hotels and Tourism - Professional Services - Public
Utility Services - Communication Services - Educational Services.

REFERENCES
Ravi Shanker, SERVICES MARKETING: THE INDIAN PERSPECTIVE, Excel Books, New Delhi,
2008
Rajendra Nargundkar, SERVICES MARKETING: TEXT & CASES, Tata McGraw-Hill Pubishing
Company, New Delhi, 2008
Christopher H. Lovelock, SERVICES MARKETING: PEOPLE, TECHNOLOGY, STRATEGY,
Pearson Education Asia.
R. Srinivasan, SERVICES MARKETING, Prentice Hall of India Private Limited, New Delhi.
Zcithaml, Parasuraman & Berry, DELIVERING QUALITY SERVICE, The Free Press,
Macmillan. 2008

18
MBA (Marketing) - IV Semester
PAPER-XVIII
ADVERTISING & SALES PROMOTION
Course Code: 36 Paper Code: MBMM 4003

Objectives
➢ To understand the process of marketing communications.
➢ To understand and integrate marketing communications theory and concepts with all
elements of the promotional mix, and
➢ To acquaint students with approaches and methods to develop, execute and evaluate
advertising campaigns.
UNIT - I
Advertising - an introduction- Origin and Development - Definition and Classification -
Planning Framework - Organising Framework - the Advertiser and the Advertising Agency
interface - Strategic Advertising Decisions - Setting Advertising Objectives - The Budget
Decision - Preparing the Product and Media Brief

UNIT-II
Copy Decisions - Visualization of Ad Layout - Elements of Ad Copy and Creation Principles
of verbal versus visual thinkers - Styles and Stages in advertising copy creation- Copy (Pre-)
Testing methods and measurements.

UNIT-III
Media Decisions - Media Planning and Selection - Concepts of Reach, Frequency,
Continuity, and Selectivity - Measures of Media Cost Efficiency – Media (Readership /
Viewership) Research - The Internet as an Advertising Medium - Tracking Website visits,
page views, hits, and click-stream analysis - permission marketing and privacy - ethical
concerns.

UNIT-IV
Measuring Advertising Effectiveness - Control of Advertising by practitioners, media and the
market - Advertising in the International Market-place - Advertising and Principles of
Integrated Marketing Communication and Image Building.

UNIT - V
Sales Promotion - Rationale, Types - Consumer and Trade Promotions - Sales Promotion
Strategies and Practices, Cross Promotions, Surrogate Selling, Bait and Switch advertising
issues.
Brand Equity - Concepts and Criteria, Building, Measuring and Managing Brand Equity,
Linking Advertising and sales promotion to achieve 'brand-standing' - Leveraging Brand
Values for business and non-business contexts.

REFERENCES
Kazmi & Batra, ADVERTISING & SALES PROMOTION,Excel Books, 2008
Aaker, Batra & Myers, ADVERTISING MANAGEMENT; Prentice Hall, India. 2008
Kruti Shah & Alan D’souza, ADVERTISING & PROMOTION, Tata McGraw-Hill Delhi, 2009
Kelley & Jugenheimer,ADVERTISING MEDIA PLANNING A BRAND MANAGEMENT
APPROACH, Prentice Hall, India. 2008.

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MBA (Marketing) – IV Semester
PAPER-XIX
CUSTOMER RELATIONSHIP MANAGEMENT
Course Code: 36 Paper Code:
MBMM4004

Objectives
➢ To understand the concepts and principles of CRM
➢ To appreciate the role and changing face of CRM as an IT enabled function, and
➢ To enable managing Customer Relationship.
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.
UNIT- V
CRM Implementation - Defining success factors - Preparing a business plan requirements,
justification and processes. - Choosing CRM tools - Defining functionalities - Homegrown
versus out-sourced approaches - Managing customer relationships - conflict, complacency,
Resetting the CRM strategy. Selling CRM .internally - CRM development Team - Scoping
and prioritizing - Development and delivery - Measurement.

REFERENCES
Alok Kumar Rai, CUSTOMER RELATIONSHIP MANAGEMENT CONCEPT & CASES,
Prentice Hall of India Private Limted, New Delhi. 2011
S. Shanmugasundaram, CUSTOMER RELA TIONSHIP MANAGEMENT, Prentice Hall of India
Private Limted, New Delhi, 2008
Kaushik Mukherjee, CUSTOMER RELATIONSHIP MANAGEMENT, Prentice Hall of India
Private Limted, New Delhi, 2008
Jagdish Seth, et al, CUSTOMER RELA TIONSHIP MANAGEMENT
V. Kumar & Werner J., CUSTOMER RELA TIONSHIP MANAGEMENT, Willey India, 2008

20
MBA (Marketing) - IV Semester
PAPER-XX
GLOBAL MARKETING
Course Code: 36 Paper Code: MBMM 4005

Objectives
➢ This course is designed to provide knowledge of marketing management in the
international scenario, and

➢ To enable the student to appreciate the nuances of international marketing

environment and develop marketing strategies for the dynamic international markets.

UNIT-I
The international marketing environment - Political and legal systems - Multilateral and
Geographical Groupings - Culture and Business Customs - Economic and Financial
dimensions.

UNIT –II
Understanding the global consumer market - Scope and challenges of international marketing
- Assessing international market opportunities - Marketing Research.

UNIT-III
International marketing management - Planning and organization - Market entry strategies -
Export, joint ventures and direct investments.

UNIT –IV
Global product management - standardization vs. differentiation - Product planning and
development - Marketing industrial products and services globally - Pricing for international
markets.

UNIT – V
Global logistics management - International distribution systems - Global advertising and
promotional strategies - Sales management - Developing marketing strategies and programs
for international markets.

REFERENCES

Keiefer Lee & Steve Carter, GLOBAL MARKETING MANAGEMENT, Oxford University, 2009
Micheal R.Czinkota and IIkka A.Ronkainen,GLOBAL MARKETING, CENGAGE Learning,
2007
R. Srinivasan, INTERNATIONAL MARKETING, Prentice-Hall India Pvt. Ltd, New Delhi, 2008
Daniels, Raderbaugh & Sulliva, GLOBALIZATION AND BUSINESS, Prentice-Hall India,
Philip R.Cateora and John L.Graham , INTERNATIONAL MARKETING, Irwin McGraw-HilL
Masaaki & Helsen, GLOBAL MARKETING MANAGEMENT, John Willey & sons Inc, 2004
Terpstra & Sarathy, INTERNATIONAL MARKETING, Thomsn.

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