T.Y.B.Com Preamble. Commerce V-Marketing Management

Transcription

1 T.Y.B.Com Preamble Under Autonomy, the college aims to develop curriculum that enables the learners to learn the needs of the market. The Commerce curriculum aims at overall enhancement of learning experience of the learners pursuing the Three Year Integrated Programme, Bachelor of Commerce. The evaluation of students progress will be based on internal assessment and semester end examination. Commerce V-Marketing Management Course Code Course Title No of lectures per week Credits UCCOM505M Commerce V 3 3 Marketing Management Modules No of Lectures 1 Introduction to Marketing 9 2 Marketing Mix- Product Decisions 9 3 Pricing & Promotion Decisions 9 4 Distribution Decisions 9 5 Project work 9 45 Objectives: 1. To create awareness among the learners regarding the importance of marketing and the challenges ahead in the competitive business world. 2. To develop marketing skills among the learners. Outcomes: 1. It is expected of the learners to gain insights in the field of marketing. 2. It is also expected that the learners hone marketing skills to meet the demands of industry. Module I Introduction to Marketing (No. of Lectures 9) 1. Marketing: Concept, Importance, Functions, Evolution of Marketing Concept, Strategic v/s Traditional Marketing, Marketing v/s Selling. 2. Consumer Behaviour: Concept, Factors Influencing, Consumer Buying Decision Process 3. Marketing Research & MIS: Concept, Process of Marketing Research, MIS Concept, Components 4. Marketing Strategy: Concept, Main Elements Segmenting, Targeting and Positioning 5. Market Segmentation: Concept, Bases of Market Segmentation, Case Studies

2 6. Marketing Targeting Concept, Patterns of Target Market Selection 7. Positioning Meaning, Strategies 8. CRM: Concept, Techniques, Case Studies. Module II Marketing Mix Product Decisions: (No. of Lectures 9) 1. Marketing Mix: Concept 2. Product Decision Areas 3. Product-Mix: Concept, Reasons for Product Mix 4. Product Life Cycle - Marketing Mix during Different Stages of PLC, Case Studies 5. Branding: Components, Brand Name Approaches 6. Brand Equity Elements 7. Brand Extension: Concept, Reasons, Case Studies 8. Product Packaging: Meaning, Essentials of a good package Module III Pricing and Promotion Decisions (No. of Lectures 9) 1. Pricing: Concept, Factors Influencing Pricing 2. Pricing Strategies, Case Studies 3. Price Fixing Using Pricing Methods Simple Calculations 4. Promotion: Concept, Objectives 5. Elements of Promotion-Mix 6. Integrated Marketing Communication: Concept, Process 7. Sales Promotion Tools, Case Studies Module IV Distribution Decisions (No. of Lectures 9) 1. Physical Distribution: Concept, Channels of Distribution. 2. Factors Influencing Selection of Channels of Distribution 3. Recent Trends in Distribution 4. Supply Chain Management 5. Rural Marketing: Concept, Prospects and Challenges, 6. Strategies for Effective Rural Marketing, Case Studies 7. E-Marketing: Forms

3 V. PROJECT /ASSIGNMENT PRESENTATIONS (No. of Lectures 9) Evaluation: 5 Marks - Class Participation 20 Marks - Project/Assignment 75 Marks - Semester End Examination with a focus on applied aspects. Reference Books: 1. Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham, and Mithileshwar Jha, Marketing Management: A South Asian Perspective, Pearson Education. 2. Lamb, Charles W.; Hair, Joseph F., and Carl McDaniel, Principles of Marketing, South Western Publishing, Ohio 3. Chhabra, T.N., Principles of Marketing, Sun India Publication. 4. McCarthy, E. Jerome., and William D. Perreault, Basic Marketing, Richard D. Irw 5. Majaro, Simon, The Essence of Marketing, Prentice Hall, New Delhi. 6. Zikmund, William G. and Michael D Amico, Marketing: Creating and Keeping Customers in an E-Commerce World, Thomson Learning. 7. Etzel, Michael J., Walker, Bruce J., Staton, William J., and Ajay Pandit, Marketing Concepts and Cases, Tata McGraw Hill (Special Indian Edition). 8. McCarthy, E. Jerome; Cannon, Joseph P., and William D. Perrault, Jr., Basic Marketing: A Managerial Approach, McGraw Hills.

4 Commerce VI-Human Resource Management Course Code Course Title No of lectures per week Credits UCCOM606M Commerce VI 3 3 Human Resource Management Modules No of Lectures 1 Introduction to Human Resource Management 9 2 Human Resource Development 9 3 Leadership 9 4 Motivation 9 5 Project work 9 45 Objectives: 1. To appraise the learners regarding the different elements of HRM 2. To develop leadership skills amongst the learners. Outcome: 1. It is expected of the learners to develop holistic insights in human relations, 2. Learners are expected to develop the skills of leadership. Module I Introduction to HRM (No. of Lectures 9) 1. Human Resource Management: Concept, Significance, Functions 2. HRP Meaning, Steps 3. Job Analysis Meaning, Components 4. Job Design Meaning, Techniques 5. Recruitment Meaning, Sources 6. Selection Steps, Recruitment v/s Selection 7. Employment Tests and Interviews Types Module II Human Resource Development (No. of Lectures 9) 1. HRD Concept 2. Training & Development Concept, Techniques, Essentials of Sound Training Programme 3. Organisational Development Concept, Techniques, Organisational Change Causes and Measures to Overcome Resistance. 4. Career Development: Concept, Methods 5. Performance Appraisal: Concept, Techniques, Limitations

5 6. Promotion & Transfers: Concept, Factors Influencing Promotion and Transfers, Policies 7. Succession Planning: Concept, Process, Career Options in HRM Module III Leadership (No. of Lectures 9) 1. Leadership Concept and Importance. 2. Traits of Effective Leaders 3. Leadership Styles 4. Leadership Theories: Blake and Mouton Managerial Grid, Continuum of Leadership Behaviour, Transactional Leadership Theory, Transformational Leadership Theory, Hersey- Blanchard Model. 5. Emotional Quotient and Spiritual Quotient of Leadership Factors Influencing EQ & SQ 6. Crisis & Leadership: Steps by Leaders to Mitigate Crisis. 7. Case Studies Module IV Motivation (No. of Lectures 9} 1. Motivation: Concept and Importance 2. Process of Motivation 3. Factors Influencing Motivation 4. Theories of Motivation: Maslow s Need Hierarchy Theory, Theory X and Theory Y, William Ouchi s Theory Z. 5. Employee Retention: Concept, Techniques 6. Employee Morale: Concept, Causes of Low Employee Morale. Measures to Improve Morale. 7. Case Studies V. PROJECT /ASSIGNMENT PRESENTATIONS (No. of Lectures 9) Evaluation: 5 Marks - Class Participation 20 Marks - Project/Assignment 75 Marks - Semester End Examination with a focus on applied aspects.

6 Reference Books: 1. Mondy, A. W. and Noe, R. M., Human Resource Management, Pearson Education. 2. Decenzo, D.A. and Robbins, S. P., Fundamentals of Human Resource Management, Wiley, India. 3. Dessler, G. and Varkkey, B., Human Resource Management, Pearson Education, Delhi. 4. Chhabra, T.N., Human Resource Management, Dhanpat Rai & Co., Delhi. 5. Aswathappa, K., Human Resource Management, Tata McGraw-Hill, New Delhi. 6. French, W. L., Human Resource Management, Haughten Miffin, Boston. 7. Gupta, C.B., Human Resource Management, Sultan Chand & Sons, Delhi. 8. Rao, V. S. P., Human Resource Management: Text and Cases, Excel Books.

7 Export Marketing (Applied Component) - Semester V Course Code Course Title No of Lectures per week Credits UCEXM501M Export Marketing (Applied 3 3 Component) Modules No of Lectures 1 Introduction to Export Marketing 9 2 Global framework for export marketing 9 3 India s foreign trade policy 9 4 Promotional Measures and Institutions 9 5 Project work 9 Total 45 Objectives: 1. To create awareness of export marketing among the learners. 2. To develop export consciousness among the learners Outcomes: 1. It is expected that the learners hone their skills in the field of export marketing. 2. It is expected that the learners get career opportunities in export marketing Module I. Introduction to Export Marketing (No. of Lectures 9) 1. Concept of Export Marketing 2. Importance of Export Earnings to Business Firms and to the Nation, 3. Factors Influencing Export Marketing, Challenges/Problems for Exporters in India, 4. Composition of Merchandise Exports of India since Direction of India s Exports (Region Wise) since Composition of Services Exports since Export Pricing Quotations FOB, C&F, CIF. Simple Problems on FOB Pricing Module II Global Framework for Export Marketing (No. of Lectures 9) 1. Trade Barriers Types Distinction between Tariff and Non-Tariff Barriers 2. Major Economic Groupings of the World European Union, ASEAN, SAARC, NAFTA 3. Impact of Trading Blocs 4. World Trade Organisation Functions 5. Major Agreements of WTO TRIPs, TRIMs, GATS, Agreement on Agriculture 6. Need for Overseas Marketing Research 7. Foreign Markets Selection: Factors Influencing Selection of Foreign Markets

8 Module III. India s Foreign Trade Policy (No. of Lectures 9) 1. Foreign Trade Policy (FTP) Highlights 2. Implications of FTP Role of DGFT 4. Negative List of Exports 5. Deemed Exports 6. Special Benefits for Status Holders, EHTP/BTP/STP, IIAs, EOUs, SEZ, and AEZs 7. Towns of Excellence Module IV. Promotional Measures and Institutions (No. of Lectures 9) 1. Financial Incentives and Assistances to Exporters (in brief) 2. Concept of EPCG Scheme 3. Marketing Development Assistance. Market Access Initiative 4. ASIDE Scheme 5. Institutional Assistance for Promotion of Exports FIEO, EPCs/Commodity Boards, ITPO, FICCI, Chambers of Commerce, FICCI. 6. Institutional Assistance for Training IIFT, IIP 7. Financial Institutional Support _ SIDBI, EXIM Bank, ECGC V. PROJECT/ASSIGNMENT PRESENTATIONS (No. of Lectures 9) Evaluation: 5 Marks - Class Participation 20 Marks - Project/Assignment 75 Marks - Semester End Examination with Evaluation a focus on applied aspects. Reference Books: 1. B.S.Rathor, I S Rathor, Export Marketing, Himalaya Publication House, Paras Ram, Export What, Where, How, Anupam Publication, Vibha Mathur, Export Policy, New Century Publication, Chapter 5 to 6, Page Justin Paul, International Marketing, Tata McGraw, Hill, 2 nd Edition, Chapter 9 to 12.

9 Entrepreneurship Management (Applied Component) Semester VI Course Code Course Title No of Lectures per week Credits UCESM602M Applied Component 3 3 Entrepreneurship Management Modules No of Lectures 1 Basics of Entrepreneurship 9 2 Setting up and Entrepreneurial Venture 9 3 Financial Aspects of Entrepreneurial Venture 9 4 Marketing Aspects of Entrepreneurial Ventures 9 5 Project work 9 45 Objective: To develop entrepreneurship skills among the learners. Outcome: The learners are expected to set up ventures. Module I- Basics of Entrepreneurship (No. of Lectures 9) 1. Concept, Definitions of Entrepreneurship, Entrepreneur 2. 1mportance of Entrepreneurship 3. Theories of Entrepreneurship- Innovation Theories-Joseph Schumpeter, Theory of High Achievement-David McClelland, Theory of Social Change-Everett Hagen, Biological Theory of Entrepreneurship 4. Traits of Effective Entrepreneur 5. Functions of Entrepreneur 6. Concept of Intrapreneur 7. Distinguish between Entrepreneur & Intrapreneur 8. Case Studies on Successful Entrepreneurs: Azim Premji, Bill Gates, Carlos Slim, Dhirubhai Ambani,, JRD Tata Module II- Setting up an Entrepreneurial Venture (No. of Lectures 9) 1. Business Idea- Techniques of Generating Ideas 2. Project Selection (Steps-Project Report-Feasibility Study) 3. Business Plan (Specimen) 4. Business Life Cycle 5. Product Life Cycle) 6. Case Studies

10 Module III- Financial Aspects of Entrepreneurial Venture (No. of Lectures 9) 1. Fixed Capital Factors, Sources 2. Working Capital-Factors and Sources 3. Management of Fixed Capital and Working Capital 4. Procedure to Obtain Bank Loans 5. New Trends in Entrepreneurship Funding- Crowd Funding, Venture Capital, Angel Investor, Peer-to-Peer Lending 6. Financial Incentives from Government 7. Case Studies Module IV-Marketing Aspects of Entrepreneurial Ventures (No. of Lectures 9) 1. Marketing Mix for Entrepreneurial Venture 2. Pricing Decisions. 3. Recent Trends in Distribution, Horizontal Marketing System, Third Party Delivery Channel, Multichannel Marketing, Multi-level Marketing, Vertical Marketing System 4. Promotional Tools 5. Strategies for Advertising- Influencer Strategy, Participatory Strategy, Show-N- Tell Strategy, Product Display & Demonstration Strategy, 6. CRM-Techniques 7. Case Studies V. PROJECT/ASSIGNMENT PRESENTATIONS (No. of Lectures 9) Evaluation: 5 Marks - Class Participation 20 Marks - Project/Assignment 75 Marks - Semester End Examination with Evaluation a focus on applied aspects. Reference Books: 1. Hisrich, Robert D., Entrepreneurship, 8 th ed., McGraw Hill India, New Delhi. 2. Coulter Mary, Entrepreneurship in Action, 2 nd ed., PHI Learning, New Delhi. 3. Angadi, V.B, Cheema H., Entrepreneurship,Growth and Economic Integration-a Linkage, Himalaya Publication House, Mumbai. 4. Hisrich R. D.,Effective Entrepreneurship Management,2017, Springer 5. Richter. N, Entrepreneurial Innovation and Leadership,Springer. 6. Davidsson P., researching Entrepreneurship, 2016, Springer.

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