Rani Durgavati Vishwavidyalaya Jabalpur

Faculty of Management

Course–Curriculum
MBA
(Marketing & Finance)

SYLLABUS & SCHEME OF

EXAMINATION

2YEARS FULL TIME PROGRAMME

MBA- 3rd SEMESTER
YEAR 2023-2024
 SYLLABUS AND SCHEME OF EXAMINATION FOR
MBA (M&F)- 2 YEAR (FULL TIME) III semester

There will be three compulsory papers (Two theory papers and One practical
paper) in this semester.In all a student has to appear for 9 papers (three
compulsory papers and six papers from two specializations i.e.three papers from
each specializations)
The Internal mark swill be calculated based on the following:
Internal Assessment Total Marks 30
Attendance- 10Marks
Test 10Marks
Seminars/Casesanalysis/Presentations: 10Marks
Schemefor MBA III Semester
PaperCo Papers Specialization INTERN SEMESTER
de ALASSESS -END
MENT EXAMINA
TION
Max. Min. Max. Min.
Marks Marks Marks Mark
s
MF-301 Entrepreneurship Management Compulsory 30 12 70 28

MF-302 Business Ethics and Compulsory 30 12 70 28

Corporate Governance

MF-303 Evaluation Of On-Site Training ProjectEvaluation-

Report And Viva Voce* Compulsory 60marks
Viva-voce-40marks
Max.Marks-100
Min.Marks-50
MF-304 International Financial Finance 30 12 70 28
Management
MF-305 Retail Banking Finance 30 12 70 28

MF- 306 Financial Services Marketing Finance 30 12 70 28

MF-307 Management of Financial Finance 30 12 70 28

Institutions and Services
The student will have to choose any three papers from the finance group
MF-308 Sales and Distribution Marketing 30 12 70 28
Management
MF-309 Consumer Behavior& Market Marketing 30 12 70 28
Research
MF-310 Advertising & Brand Marketing 30 12 70 28
Management
MF– 311 Customer Relationship Marketing 30 12 70 28
Management
The student will have to choose any three papers from the marketing group
 MF-301ENTREPRENEURSHIPMANAGEMENT
[Max. Marks:70] [Min.Marks:28]

CourseObjective: Togiveanoverviewofwhotheentrepreneursareand
whatcompetencesareneededtobecomeanEntrepreneur.Thecourseaimstoacquaintthestudentswithch
allenges ofstarting new ventures and enable then to investigate, understand and internalize the
process of settingupa business.

UNITI-TheEntrepreneurialDevelopmentPerspective
 Entrepreneur–meaning,evolution,importance,Qualities,nature,types,traits.
 Entrepreneurshipdevelopment-
itsimportance,roleofEntrepreneurship.Entrepreneurialenvironment,cultureandstagesinentrepreneurialp
rocess,changingdimensionsinentrepreneurship–Digitalentrepreneurship.
 EntrepreneurVs.Intrapreneur,EntrepreneurVs.Entrepreneurship,EntrepreneurVs.Manager

UNITII-FamilyBusinessDevelopment
 FamilyBusiness–meaning,characteristics,importance,typesandmodels.
 Growing and evolving family business – Complexity of family enterprise – Diversity of
successions:DifferentDreams andchallenges.

UNITIII-StartingtheVenture
 Generatingbusinessidea–sourcesofnewideas,methodsofgeneratingideas,opportunityrecognition.
 Feasibilitystudy–marketfeasibility,technical/
operationalfeasibility,financialfeasibility,environmentalscanning, competitor and industry analysis.
 Drawingbusinessplan-preparingprojectreport,presentingbusinessplantoinvestors.

UNITIV – Micro,SmallandMediumEnterprises
 Concept,roleandimportanceofMSME
 PoliciesgoverningSMEs-Steps insettingupasmallunit.
 SMEfunding-
Requirementsofcapital(fixedandworking),Factorsdeterminingcapitalrequirements,Impor
tanceoffixedandworkingcapital,SourcesoffinanceforSME’S.

UNITV– GovernmentInitiatives
 Role of Central Government and State Government in promoting Entrepreneurship - Introduction
tovariousincentives,subsidies and grants.
 Role of following agencies in the Entrepreneurship Development - District Industries Centers
(DIC),Small Industries Service Institute (SISI), NABARD, National Small Industries corporation and
otherrelevantinstitutions/organizations.
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignment andasked to present the same in the class for discussions, or seminars may be
arranged on current issuesrelated to the subject and marks be given on the basis of students
performance. (Cases or Seminars canbegivenon individual basisorongroupbasis.)

REFERENCEBOOKS
 Entrepreneurship:NewVenture Creation -DavidH.Holt
 Entrepreneurship - HisrichPeters
 TheCultureofEntrepreneurship -BrigitteBerger
 DynamicsofEntrepreneurshipDevelopment -VasantDesai
 EntrepreneurshipDevelopment -Dr.P.C.Shejwalkar
 ThoughtLeaders -ShrinivasPandit
 Entrepreneurship -StevenBrandt
 BusinessGurusSpeak -S. N. Chary
 TheEntrepreneurialConnection -GurmitNarula
 MF302BUSINESS
ETHICSANDCORPORATEGOVERNANC
E
[Max. Marks:70] [Min.Marks:28]

Course Objective: This course has been designed to create a mindset of value system among
thestudents who are the future managers. To help the students appreciate the essential
complementarilybetween'VALUES'and'SKILLS'toensuresustainedhappinessandprosperitywhich
arethecoreaspirationsof allhumanbeings.

UNITIIntroductiontoBusiness Ethics
 Introduction,definitions,need,importanceforBusinessethics;factorsaffectingbusinessethics;
 ImportanceofEthics&Moral standards;Ethics& Moral DecisionMaking,ethicalPrinciples
inBusiness.
 Businesstheories:NormativeTheories,GandhianApproach,Friedman’sEconomictheory,Kant’sDeo
ntologicaltheory,Mill&Bentham’sUtilitarianismtheory.

UNITII IndianEthos&values
 Need,purpose&relevanceofIndianEthos.
 MeaningandNatureofvalues;Holistic viewof lifeandits value,Valuesimpact
inBusiness.IndianValueSystem-Teachings fromscriptures andtraditions.

UNITIII Workplace Ethics

 Introduction,Needs,benefits,Principles,DevelopmentofPersonalEthics,EmployeeAttitudeandEthics
,Employee Etiquettes.
 WorkplaceEthicsforEmployees-Ethicalbehaviorinworkplace-
Professionalism;Formulating&implementingprofessionalethics codeandProfessional ethos.

UNITIV CorporateGovernance
 Introduction,systemsofcorporategovernance,OECDprinciples,IndianmodelofCorporateGover
nance,Whistle blowing and itscodes.
 EthicalIssuesrelatedtoAdvertisements,Finance,Investment,TechnologyandEthicalDilemma.,Socia
lResponsibilityof Corporate.

UNITVCorporateGovernance&CSR
 Impactof globalizationonIndiancorporate andsocialculture,Advantages
anddisadvantagesofMNC’stotheHost Country,Corporate Governanceand ethical responsibility.
 CorporateSocialResponsibility -Introduction,Advantages,ScopeforCSRinIndia,stepstoattainCSR
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignment andasked to present the same in the class for discussions, or seminars may be
arranged on current issuesrelated to the subject and marks be given on the basis of students
performance. (Cases or Seminars canbegivenon individual basisorongroupbasis.)

REFERENCEBOOKS
 Foundationsofmanagerialwork –ChakrabortyS.K
 ContributionfromIndianthoughts- –Himalyapublication
 BusinessEthics –AndrewCrane andDirkMatten,OxfordPress
 BusinessEthics: APhilosophicalReader -Thomas I.White
 BusinessEthics -A.V.RAO(excelbooks)
 SocialResponsibilityofBusinessEnterprises, -Sarkar, C.R.,NewCenturyPublication
 BusinessEthics-ConceptsandCases -Velasquez,
 Ethics inManagement -Sherlekar,S. A.,HimalayaPublishingHouse
 CorporateGovernance&BusinessEthics – U. C.Mathur,MacmillanIndiaLtd
 MF303EVALUATION
OFONSITETRAININGREPORTANDVIVAVOCE
[MaximumMarks100] [MinimumMarks50]

Note- Every student shall be required to undergo a practical training in an organization for 4 to
6weeks, at the end of the Second Semester Examination but before the commencement of the
ThirdSemester course. Student will have to submit THREE copies (soft copy in CD) of the
Project Report basedon the training with an attendance certificate from the organization, at least
one month before thecommencementoftermendexamination.

ProjectReportEvaluation 60Marks(ByExternal andInternal

ExaminerJointly)ProjectReportBasedViva-Voce40 Marks(ByExternalandInternal

ExaminerJointly)

ExternalEvaluation –60 Marks(50%minimum)

Vivavoce – 40Marks(50%
 MF 304INTERNATIONALFINANCIALMANAGEMENT

[Max.Marks:70] [ Min. Marks:28]

Course Objective: The main objective of this course is to familiarize the students with the
internationalfinancialenvironmentandthespecialdecisionvariablesunderlyingthedischargeoffinancef
unctioninamultinationalcorporation.
Unit I
Introduction to International Finance & its Fundamentals, Growing importance of international
finance.Evolution of the International Monetary System - bimetallism, Classical Gold Standard,
its strengths andweaknesses, Bretton Woods System, Flexible Exchange Rate regime, Fixed
versus floating exchange ratesystems,SpecialDrawing Rights.

UNIT– II
Balance of Payments - current account, capital account, official reserve account, forex reserves -
costsandbenefits.CurrentAccountdeficit,balanceoftradeandtheirimplicationsonexchangerates.Fore
ign

Global Financial Markets:- Domestic and Offshore markets and Euro Market, Euro Currency
Markets.Exchange rate quotations, direct and indirect rates, factors affecting exchange rate,
determinants ofdemandfor and supply ofcurrency.

UNIT-III
The Foreign Exchange Market: Structure, Types of Transactions & settlements. Spot market,
direct
andindirectexchangequotations,bidaskspread,crossexchangerates,Forwards,Futures,SwapandOpti
onsmarket.Conceptof hedging,speculationandarbitrage.

Interest Rate Parity, covered and uncovered interest arbitrage, Purchasing Power Parity -
absolute andrelative,FisherEffect andInternationalFisher Effect.

UNIT–IV
Foreign Exchange Exposure: managing transaction, translation and economic exposure,
Techniques forcoveringtheforeignexchange risk- Internal andexternal techniquesofrisk.

International financial market instruments – International Equities – ADR and GDR – Foreign
Bond andeuro-bond-Short-term andmediumterm instruments.

UNIT–V
Foreign Investment Decision : Capital Budgeting Techniques - Project IRR, NPV and pay-back
period.Project Investment Decisions: FDI investments- Decision process and Strategies, FDI Via
Mergers, andAcquisitions(M&A):Rational anddifficulties.International Jointventures.
ExportandImportsFinancialtools:LetterofCredit,BillsofLading, BillsofExchange.
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

GuidelinesforCaseanalysis/presentations:-Studentsshouldbegivencasestudiesasassignment and asked to

present the same in the class for discussions, or seminars may bearranged on current issues related to the
subject and marks be given on the basis of studentsperformance.
(CasesorSeminarscanbegivenonindividualbasisorongroupbasis.)

REFERENCE BOOKS
 InternationalFinancialManagement –RodriguezRM,
 FinancialManagement –SNMaheshwari
 MultinationalFinancialmanagement –AlanC.Shapiro
 InternationalFinancialManagement –DavidB.Zenoff,J.Zwiek
 InternationalFinancialManagement –P.G.Apte
 InternationalFinancial –BuckleyAdrian
 MultinationalFinancialManagement --MadhuVij(Excel Books)
 InternationalBusiness --BediN.V.(VrindaPub.)
 InternationalBusiness --Prabhakarrao(Kalyani)
 MF-305- RETAIL BANKING
Course Objective: To enable the students familiarizing with operational aspects of retail banking
products and developing suitable strategies to broaden the retail client base.

Learning Outcomes- Students will gain knowledge on the following topics

1. Understanding of Banking system and operations
2. Concepts and importance of retail in banking
3. Familiarizing with strategies and trends of retail banking

Unit-I
Concept of Retail Banking-Distinction between Retail and Corporate/Wholesale Banking; Retail Products
Overview:Customer requirements, products development process, Liabilities and Assets Products, Approval
process for retail loans, credit scoring.

Unit-II
Important Retail asset products: Home loans, Auto/vehicle loans,Personal loans, Educational loans -Study of
these products in terms of Eligibility, Purpose, Amounts, Margin, Security, Disbursement, Moratorium,
Prepayment issues, Repayments/Collection;Credit/Debit Cards-Eligibility, Purpose,
Amounts,Margin,Security, Process of using the cards, Billing Cycle, Credit Points; Other
products/Remittances/Funds Transfer

Unit-III
Retail Strategies:Tie-up with institutions for retail loans;Delivery Channels-Branch, Extension counters,
ATMs, POS, Internet Banking,M-Banking; Selling process in retail Products Customer Relationship
Management-Role and impact of customer relationship management, stages in CRM process; Technology for
retail banking

Unit-IV
Trends in Retailing-New products like insurance, Demat services, online/phone banking, property services,
investment advisory/wealth management, Reverse Mortgage-Growth of e-banking, Cross selling opportunities

Unit-V:
Recovery of Retail Loans-Defaults, Rescheduling, recovery process-SARAFAESI Act, DRT Act, use of Lok
Adalat forum, Recovery Agents-RBI guidelines

Suggested Readings:
1. Agarwal, O.P., Fundamentals of Retail Banking, Himalaya Publishing House, Mumbai.
2. Jha, SM, Banking Marketing, Himalaya Publishing House, Mumbai
3. Khan, MY, Indian Financial System, ;Tata McGraw Hill Publishing Company Ltd., New Delhi
4. Uppal;, RK,& Bishnupriya N, Modern Banking in India, New Century Publications, New Delhi
5. Uppal, RK, Banking Services and IT, New Century Publications, New Delhi
6. Guruswamy,S., Banking in the New Millenium, New Century Publications, New Delhi
7. Indian Institute of Banking & Finance, Retail Banking, Mumbai
 MF – 306 Financial Services Marketing

[Max.Marks:70] [Min.Marks:28]
Course Objective: To understand different types of financial products, financial services and marketing
aspects related to the same. Understanding marketing mix and marketing strategies for financial
services/products and promotional strategies used for financial services.

Learning Outcomes: Student will gain knowledge on the following topics:

1. Students will be able to understand marketing environment and theoretical background related to
marketing of financial products and services
2. Appreciate the different marketing strategies used by the financial institutions and their marketing
mix.
3. Gain knowledge about the different promotional strategies used by the financial institutions. about the
ethical issues in service marketing and how banks do market of their products and services
UNIT –I
 Financial Services: Concepts, Types of Financial Services, Regulatory Framework of Financial
Services in India. Types of Financial Markets in India An Overview;
 Marketing of Financial Services- A Conceptual Framework

UNIT –II
 Marketing Mix of Financial Services, Development Strategies of Financial Products
 Analyzing Marketing Strategies Adopted by PSU and Private Banks & Other Financial Service
Providers, Ethical Issues in Marketing of Financial Services.

Unit – III
 Branding in Financial Services Sector: Target Marketing & Customer Retention, Significance
of Financial Brands, Targeting and Positioning Strategies
 Impact of Branding on Customer Perception towards Financial Service Providers, Creation of
a Financial Brand.

Unit- IV
 Marketing Strategy of New Financial Products, Corporate Financial Markets. Future Outlook.
 The Role and Functions of Marketing Research in Financial Institutions- The Research
Methodology- Evaluating Marketing Research Programmes- Applications of Marketing
Research in Financial Institutions.

Unit V
 Credit Rating: Meaning, Functions and Benefits. Credit Rating Agencies in India- CRISIL, ICRA
and CARE Global Credit Rating Agencies- Moody’s and Standard & Poor’sMajor Factors
Considered While Determining the Rating Profile of a Security.
 Credit Rating- Regulatory Framework in India, Credit Rating for Debentures and IPO Grading,
Limitations of Rating
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignmentand may be asked to present the same in the class for discussions, or seminars may
be arranged oncurrentissuesrelated tothesubject andmarksbe givenonthebasisof
studentsperformance.(CasesorSeminarscan begiven on individual basis or ongroup basis.

REFERENCEBOOKS

Marketing Of Financial Services Puneet More, Suvidha Chaplo

Marketing Of Financial Services Dr. Dhanjay Bapat

Marketing Of Financial Services V A Avadhani

Financial Markets and Services Dr. N. Saranya Devi

Financial Markets & Services Dr. L. Natarajan

Financial Markets and Services K.Natrajan E.Gordon

 MF 307Managementof FinancialInstitutionsandServices
[Max. Marks:70] [ Min.Marks:28]

Course Objective – The present course aims at familiarizing the participants with objectives,
strategies,policiesandpracticesofmajor financialinstitutions inIndia and variousfinancialservices.

UNITI
Financial System and Markets: Constituents and functioning; RBI – Role and functions.
Regulation ofmoney and credit, Monetary and fiscal policies, Techniques of regulation and rates;
Overview of ForeignExchange Market, Financial Sector Reforms in India, Overview of
Financial Services: nature, scope andimportance.

Unit II
Banking Industry in India, constituents, banking sector reforms, determination of commercial
interestrates: fixed and floating, Management of capital funds- capital adequacy norms, Liquidity
Management,AssetLiabilityManagement-Gapanalysis,ManagementofNon-
performingassets,Strategiesformakingcommercialbanksviable.

UnitIII
Securitisation : concept, nature, scope and their implications. Securitization of Auto loans and
housingloans, Securitisation in India. DFIs in India - IDBI, ICICI, IFCI, NABARD, RRBs, State
Level Institutions ;NBFCs - Their status, types, working and strategies for commercial viability ;
Insurance organisations -Theirstatus, types,working andstrategiesforcommercialviability.

UnitIV
Leasing and Hire Purchase: Industry. Size and scope. Parties involved, Evaluation of Lease
transaction,Types of lease and their implications, Hire purchase and lease - differences and
implications for
thebusiness.Otherfinancialservices:Factoring,Forfeiting,DiscountingandReDiscountingOfBills,C
onsumerCredit andPlasticMoney–concept,workingandusesof each.

Unit V
Concept,Types,Significance of MutualFunds, NAV,Evolution
&GrowthofMutualFunds,RoleofRegistrar,Underwriter according toSEBIguidelines.
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignment andasked to present the same in the class for discussions, or seminars may be
arranged on current issuesrelated to the subject and marks be given on the basis of students
performance. (Cases or Seminars canbegivenon individual basisorongroupbasis.)

REFERENCEBOOKS
 FinancialMarkets andServices -Gordon&Natrajan;HimalayaPublishing.
 ManagementofIndianFinancialInstitutions - Srivastava,HimalayaPublishing
 InvestmentManagement –PreetiSingh
 Global CapitalMarket –JoshiP.R.[TataMc GrawHill]
 FundmanagementinIndia –Thomas [TataMcG.Hill]
 IndianCapitalMarket –Trends&DimensiShasshiKant&Arumugam
 IndianFinancialsystem –Machiraju
 MerchantBanking – JC Verma(BharatLaw House)
 MerchantBanking –NidhiPrakashan
 LeaseFinancing Theory& Practice –Dr.BBrahmaiah(HimalayaPublishingHouse)
 FinancingofHirePurchase –JC Verma(BharatLawHouse

MF 308 SALES&DISTRIBUTIONMANAGEMENT
[Max. Marks:70] [Min.Marks:28]

CourseObjective-The objectivesofthiscourseistoprovide an extensive

picturewithregardstotheoryandpracticeofmanagingsales andtoinculcatepersonal selling skills

UNITIIntroductiontoSalesManagement
 Conceptofsalesmanagement:Thenatureandroleofsalesmanagement,Objectivesofsalesmanagement,
Theories of selling, sales executive as a coordinator, Relations of sales
managementwithothermarketingactivities.

UNITIISalesandMarketingPlanning
 Concept of Sales and marketing planning. The place of selling in marketing plan. Relationship
selling.Personal selling objective. Diversity of personal selling situations Process of personal selling.
Sales -Relatedmarketing policies,Product policies,Distributionpolicies,Pricing policies.

UNITIIISalesHRM
 Personalmanagement.Recruitmentandselectionofsalespersonnel.Trainingprogrammes,ConceptandEva
luation,Compensation.
 Salesmeeting.Differenttypeofsalesorganization.Thedevelopmentofpersonalsellingskills.

UNITIVSales Operation
 Sales control:- sales budget, Evaluation and supervision. Sales quotas, Management of territories.The
sales analysis, Sales audit system, Sales resistance, Psychology of customer, Field sales control –
Sales reporting system which includes weekly, monthly, quarterly reports and interpretation of
thedataforfutureactionplans,salesanalysisandmarketingcostanalysis,salesaudit,managingoutstanding.

UNIT– VSalesDistribution
 SalesForecasting,SalesEnvironment,Saleschannel,Salespromotion,SellingandReselling.Telephoneselli
ngandInternetSelling.SellingserviceandSalesresponsibilities.ImportanceofDistribution and Logistics
Management in relation to Sales Management. Understanding lead timeanddeliveryschedule.
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignment andasked to present the same in the class for discussions, or seminars may be
arranged on current issuesrelated to the subject and marks be given on the basis of students
performance. (Cases or Seminars canbegivenon individual basisorongroupbasis.)

REFERENCEBOOKS
 SalesManagementdecision& cases –Still,Cundift
 Howto builddynamicsalesorganisation –Mury&Arnold
 Salesmanship&Publicity –RSDavar
 Elementsofsalesmanship&publicity –Pradhass
 Salesdistributionmanagement –FLLobo
 SalesanddistributionManagement --S.L.Gupta(ExcelBoks)
 MF 309ADVERTISINGANDBRANDMANAGEMENT
[Max. Marks:70] [Min.Marks:28]

CourseObjective:-
Theaimofthepaperistoacquaintthestudentswithconcepts,techniquesandgiveexperienceinthe
applicationofconceptsfordevelopinganeffectiveadvertisingprogramme.

UNIT-IGeneralunderstandingaboutadvertising.
 Advertising-Nature,scope&classification.
 RoleofadvertisinginIndianeconomicandsocialdevelopment
 Ethicsand truthin Indianadvertising.

UNIT-IIAdvertisementConcept&strategy
 MarketingcommunicationProgramme.
 AdvertisingPlanning:-ObjectivesandBudget.
 Advertisingresearchasasupporting tool.
 Developmentofconcept,selectionoftheconcept.
 Selectionoftheadvertisingmessage.
 Buildinganadvertisingcopy.
 Factorsrelatedwith copy strategy.

UNITIIICampaignmanagement
 Campaignplanningprocess.
 MediaPlanning:-TargetandMediaResearch,Mediaobjectives,Mediamixselectionand
SchedulingandBudgeting.
 MediaBuying:-MediaTactics,Monitoring.
 EvaluationofMediaPlanning.
 MediaStrategy:-
DeliveringonObjectives,TargetaudiencestrategiesandMediaVehicleselection,Allocationofmedia
budget.
 Advertisingeffectiveness.
 Comparativestudy withdifferentpromotionmix.
 DigitalAdvertisingcampaignplan
 Socialsitecampaignplan

UNIT–IVAdvertisingagency
 Advertisingagency:-ManagementandSurvival.
 Reorganizingagency.
 Globalstandardsofagencyfunctioning.

UNIT- VBranding –CoreIssues.

 Brandequity(briefdescription),Brandbuildingexercise:-Concept,StrategyandCulture.
 BrandpersonalityandPositioning.
 Brandlife cycle,
 Brandidentity.
 Brandingforcommodities
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignment andasked to present the same in the class for discussions, or seminars may be
arranged on current issuesrelated to the subject and marks be given on the basis of students
performance. (Cases or Seminars canbegivenon individual basisorongroupbasis.)

REFERENCEBOOKS
 AdvertisingManagement AAKER
 AdvertisingManagement Chunnawalla
 BrandPositioning S.Sengupta
 ProductManagement Majumdar
 AdvertisingManagement M.Mohan
 AdvertisingAndSalesPromotion Kazmi& Batra(Excell)
 BrandManagement Harish V.verma(Excell)
 MF 310CONSUMERBEHAVIOURANDMARKETRESEARCH
[Max. Marks:70] [Min.Marks:28]

CourseObjective:Thebasicobjectiveofthiscourseis
todevelopanunderstandingabouttheconsumerdecisionmakingprocess anditsapplications inmarketing
functionoffirms.

UNITIIntroduction
 Study ofconsumerBehavior–RoleofConsumerResearch.
 Needsystem.Consumermotivation.
 Personality,DynamicsofPerception.

UNITIIComponentsofconsumerbehaviour
 ConsumerasanIndividual:Involvementandmotivation,knowledgeandvalues.
 Nature, roleofmotiveandclassifyingmotive
 Personality,learningandcharacteristicsandclassificationoflearning.
 Characteristics,functionsandsourcesofattitudes,attitudetheoryandmodels.

UNITIIIConsumerCulture
 EnvironmentalInfluencesonConsumerBehavior:Cultural,Social,Personal,Family
andsituationalinfluences,opinion leadership andlife stylemarketing.
 Characteristicsofculture,culturalunderstanding,natureofsocialclass,Socialclassandconsumerbehaviour.
GreenMarketing Consumer behaviour
 Natureandsignificanceofpersonalinfluence,marketingImplicationsofpersonalinfluencesignificanceoffa
milyin Consumer behaviourandfamily life cycle.
 Opinionleadershipforms.

UNITIVConsumerDecisionMaking
 ConsumerDecisionProcesses
 ConsumerDecisionrules.

Postpurchaseprocesses:Framework,dissonance,satisfaction/dissatisfaction.
 ConsumerBehaviorModels:NicosiaModel,HowardshethModel,Engel-
BlackwellandMiniardModel,Sheth FamilyDecisionMaking Model.
 CRM:ConceptofCRM,CRMasanindicatorofConsumerBehavior,ConsumerRoles,MarketValuesandCR
M. Introduction todigitalconsumer behavior.

UNITVMarketingResearchPlanning
 ResearchPlan,ResearchDesign
 ManagementUsesofMarket Research
 DifferenceBetweenMarketingandMarketingResearch
 DataCollectionMethods.SamplePlanningProcess
 ModelofMarketResearchforDecisionsCoding ofData, SignificanceTesting,
 Analysis andInterpretationofData
 Salesresearchformat
 ProductResearchformat
 IntroductiontoBigdataanalytics
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as
assignment andasked to present the same in the class for discussions, or seminars may be
arranged on current issuesrelated to the subject and marks be given on the basis of students
performance. (Cases or Seminars canbegivenon individual basisorongroupbasis.)

REFERENCEBOOKS
 ConsumerBehavior- –Schiffman
 Marketingresearch –Biod
 MarketingManagement –GCBeri
 MarketingManagement –SangeetaAgarwal
 ConsumerBehavior --Kazmi& Batra(Excell)
 ConceptualIssuesinConsumerBehaviorIndianContest - S RameshKumarPearson
 ConsumerBehavior -Louden,Delebeta
 ConsumerBehavior:MarketingStrategy Behavior -J.Paul Peter&JerryC.Olson
 ConsumerBehavior - John. C.Mowen
 MarketResearch - G.C.Beri,PearsonEducation
 MarketResearch,Concept& Cases -Cooper& Schindler,TataMcGraw
Hill
 MarketResearchLearning -Churchill& Iacobucci,Thomson
 MarketResearch -Boyd, Westfall&Stasch,AITBS
 CRM - Alok Rai
 MF 311- Customer Relationship Management
[Max. Marks: 70] [Min. Marks: 28]

Course Objective: The objective of this course is to introduce customer centric operations,
process and implications of CRM.

UNIT - I
Introduction: Evolution of CRM, Customer satisfaction, Customer loyalty, Customer experience,
Relationship Marketing, Significance and benefits of CRM to different business organizations
and customers.

UNIT - II
Concepts of CRM: Concept of Customer Lifecycle, Lifecycle stages, Customer Lifecycle
Management, Customer Lifetime Value assessment, Customer – Product profitability analysis.

UNIT – III
CRM Process: Systems approach to CRM, CRM Process, Objectives, Customer segmentation,
Customer database, Strategy formulation, Infrastructure development, Designing system, Core
processes, Developing people, Customer retention, Recovering lost customers, Terminating
relationships.

UNIT- IV Database Management: Information management for customer acquisition, retention,

attrition and defection, data warehousing, data mining CRM Technology: Hardware, Software,
Web portals, Call Centres, IT enabled business solutions.

UNIT – V Customer Loyalty: Developing, Implementing and Evaluating Loyalty Programs.

Measuring CRM Effectiveness: CRM Metrics – Financial and nonfinancial measures.
 InternalAssessment TotalMarks 30
 Attendance 10Marks
 Test 10Marks
 Seminars/Casesanalysis/Presentations: 10Marks

Guidelines for Case analysis / presentations:- Students should be given case studies as assignmentand
may be asked to present the same in the class for discussions, or seminars may be arranged
oncurrentissuesrelated tothesubject andmarksbe givenonthebasisof studentsperformance.
(CasesorSeminarscan begiven on individual basis or ongroup basis

References:
1. Customer Relationship Management Sheth, J.N., Parvatiyar, A. and Shainesh, G TMH.
2. Customer Relationship Management: A Data based Approach Kumar, V. and Reinartz,
Werner J. New Delhi.
3. Customer Relationship Management – A strategic perspective, Macmillan India Ltd G
Shainesh, Jagdish N Sheth,
4. Customer Relationship Management – Concepts and Cases Rai, Alok K, , PHI, New
Delhi.
5. Customer Relationship Management: A Strategic Approach to Marketing Mukerjee,
Kaushik PHI, New Delhi.