SCHOOL OF MANAGEMENT STUDIES

Transcription

1 TAMIL NADU OPEN UNIVERSITY SCHOOL OF MANAGEMENT STUDIES BBA (MARKETING MANAGEMENT) PROGRAMME SYLLABUS Course Code Course Title Credit I YEAR BFTM 11 Tamil 6 BFEG 11 English 6 BBAM 11 Principles of Management 6 BBAM 12 Financial & Management Accounting 8 BBAM 13 Business Communication 6 II YEAR BBAM 21 Elements of Insurance 8 BBAM 22 Managerial Economics 6 BBAM 23 Marketing Management 6 BBAM 24 Personal Selling & Salesmanship 6 BBAM 25 Product Management 6 CCE Environmental Studies 6 III YEAR BBAM 31 Sales & Distribution Management 6 BBAM 32 Advertising & Sales Promotion 6 BBAM 33 Services Marketing 6 BBAM 34 Retail Marketing 8 BBAM 35 Marketing Research 6

2 TAMILNADU OPEN UNIVERSITY SCHOOL OF MANAGEMENT STUDIES BBA (MARKETING MANAGEMENT) PROGRAMME BBA (Marketing Management) would emphasize the study and creation of business application to market products and services to meet the growing demand of marketing personnel across the globe. This unique programme is offered through distance mode with the following objectives : To acclimatize the students about the environment of marketing and consumer behaviour. To Understand the dynamics and complexities in the field of marketing in the emerging global context. To acquire professional skills in using appropriate promotional techniques in marketing products and services. REGULATIONS DURATION STREAM ELIGIBILITY AGE Min Max Formal 10+2 or Equivalent -- 3 Years 8 Years Non formal BPP from any open University or BPP of TNOU to be completed along with other courses. Minimum 18 years 3 Years 8 Years MEDIUM OF INSTRUCTION ENGLISH & TAMIL ANNUAL PROGRAMME FEE Formal Rs. 2000/- Non Formal Rs.2500/- SCHEME OF EVALUATION Continuous Assessment 25 Marks Term End Examinations. 75 Marks Total 100 Marks PASSING MINIMUM A candidate who obtains not less than 26 marks out of 75 marks in each course in the Term End Examination and 40% marks in the aggregate of both Term End Examination and Continuous Assessment shall be declared to have passed.

3 CLASSIFICATION OF CANDIDATES Candidates who pass all the major subjects shall be classified as follows: FIRST CLASS SECOND CLASS THIRD CLASS Candidates securing 60 percent and above of the marks in the aggregate shall be placed in the First Class. Those who have obtained less than 60 percent but not less than 50 percent of the marks in the aggregate shall be placed in the Second Class. Those who obtain less than 50 percent but not less than 40 percent of the marks in the aggregate shall be placed in the Third Class. Candidates who have obtained not less than 75 marks in the aggregate shall be declared to have passed with Distinction PATTERN OF QUESTION PAPER The pattern of the University Examinations Question Paper for all the courses will be as follows: For all theory papers the University Examinations is for 75 marks, with a break up of 15 marks for Section A and 60 marks for Section B. Details as follows.: a) Section A shall consist of short answer questions (answer for each question not to exceed one page), carrying five marks each. The candidates have to answer any three out of five questions from Section-A. b) Section B shall consist of Essay type questions/problems carrying fifteen marks each. The candidates have to answer any four out of seven questions from Section B.

4 I YEAR

5 BBAM 11 PRINCIPLES OF MANAGEMENT Management Features, functions Management as an art, science, profession Evolution of management thoughts. I Planning Process, importance, nature and scope, types, steps in Planning. Objectives, Policies, Procedures, Strategy. Decision making Types of decisions, difficulties in decision making Management by Objectives. II Organising Features, importance Principles of organizations types Organisation structure Delegation Span of control Line and staff relationship Use of staff units and committees. Staffing Sources of recruitment Selection process Training. Directing Nature and purpose Communication process. BLOCK V Need for Coordination Controlling Importance and functions of control Control process Budgetary and non- budgetary control. Management Process - Rustom Davar Principles of Management - L.M. Prasad Business Management - Dinkar & Pagare Essentials of Management - Koontz & O Donnell Principles of Management - Sherlekar

6 BBAM 12 FINANCIAL AND MANAGEMENT ACCOUNTING Financial Accounting meaning objectives - scope of financial accounting. Basic Accounting concepts Double Entry Book-Keeping -Journal - Ledger and Subsidiary books cash bookpurchase book sales book- sales returns book - purchase returns book. I Preparation of Trial Balance - Rectification of errors Manufacturing - Trading Profit and loss account Balance sheet II Management accounting Meaning and scope - Ratio analysis Nature of analysis Classification of ratios Liquidity, Profitability, Turnover and Capital structure ratio Interpretations Fund flow analysis Concept of funds Schedule of changes in working capital - Sources and Application of funds Preparation of funds flow statements. Cash flow analysis - Cash from operations Cash flow statements. BLOCK V Marginal cost Contribution Cost-volume-Profit (CVP) relationship Break-even analysis. Budget and budgetary control advantages and limitations Classification and preparation of budgets. Principles of Accounting - Finnery H.A. & Miller. H.E. Advanced Accounts - M.C. Shukla & T.S.Grewal Advanced Accountancy - Jain. S.P. & Narang. K.L. Management Accounting - S.N. Maheswari Management Accounting - R.K.Sharma & Sasi Gupta

7 BBAM 13 BUSINESS COMMUNICATION Communication Meaning Objective and scope Methods of communication Types Barriers Principles of communication communication process. I Layout of a letter Business Inquiries and Replies Quotations Order Execution of orders Cancellation of orders Claims Adjustments and settlement of accounts Sales letters Circular letters. II Collection letters Application letters Import Export correspondence Bank Correspondence Insurance correspondence. Report writing Reports by Individual Committees Annual Report Press report Speeches Preparation of Agenda Minutes. BLOCK V Internal communication: Short speeches Memo Circulars Notices Explanation to superiors Modern means of communication : Intercom - Telex - Fax Tele conferencing Internet E mail. Essentials of Business Communication - Rajendra Paul & J.S. Korlahalli Effective Business English & - M.S. Ramesh & Patsan Shetty Correspondence Business Correspondence and Office - R.S.N.Pillai & Bhagavathy Management Business Communication - R.C. Sharma, Krishnamohan Effective Letters in Business Law - Shurter

8 II YEAR

9 BBAM 21 ELEMENTS OF INSURANCE BLOCK I Meaning and Definition of Insurance - Concept of Risk and uncertainty Classification of Risk Principles of Insurance Types of Insurance - Reinsurance Double Insurance. BLOCK II Life Insurance Features of Life Insurance Contract Proposal and Policy conditions Assignment and Nomination Classification of Policies Title and Claims Lapses and revivals Surrender value and loans on policies Role and functions of Life Insurance Corporation Life Insurance in Private Sector. BLOCK III General Insurance Different types of General Insurance- General Insurance Vs Life Insurance Fire Insurance Principles of Fire Insurance Fire Insurance Contract Types of Fire Policies Accidents and Motor Insurance Nature, disclosure, terms and conditions, claims and recovery; Third Party Insurance. BLOCK IV Meaning of Marine Insurance Principles of Marine insurance Types of Policies Marine Losses and Claims. BLOCK V Miscellaneous Insurance Crop Live stocks Burglary Economic Liberalisation and Recent developments of Insurance in India Role of Insurance Regulatory Development Authority. M.N. Mishra - Insurance Principles and Practices G.S. Panda - Principles and practices of Insurance P. Periyasamy - Principles and Practices of Insurance D.C. Srivastava & - Indian Insurance Industry Shashank Srivastava Tripathy & Pal - Insurance P.S. Palande - Insurance in India R.S. Shah, M.L. Lunawat N.D. Kapoor - Elements of Business Law

10 BBAM 22 MANAGERIAL ECONOMICS Definition and Scope of Economics Role of Economics in business decisions Demand Analysis Law of diminishing marginal utility Law of Equimarginal utility Law of demand Price, Income and Cross Elasticity of demand. I Factors of Production Law of diminishing returns Law of increasing returns Law of constant returns Least combination Economics of Scale. II Supply Law of Supply - Supply determinants Elasticity of supply Cost and revenue curves, Money, real and opportunity costs Fixed and Variable costs Average and Marginal costs Average revenue and marginal revenue. Break even analysis Cost control and cost reduction. Market Structure and prices Pricing under perfect competition Pricing under monopoly Comparison of perfect competition and monopoly Features of Monopolistic Competition Pricing under Monopolistic competition Oligopoly BLOCK V Government and business Industrial Policy Concepts of National Income Computation of National Income Gross Domestic product Use of National Income data Business cycle Phases Theories of Trade cycle. Business Economics - Sankaran Managerial Economics - R.L. Varshney & K.L. Maheswari Business Economics - K.P.Sundaram, E. Sundaram Modern Economic Theory - Dewett Managerial Economics - Mofe, Paul & Gupta

11 BBAM 23 MARKETING MANAGEMENT Nature and Scope of Marketing Concepts of Marketing Marketing Management Functions of Marketing Various Environmental Factors affecting Marketing Function. I Buyer Behaviour Factors influencing Buyer Behaviour Buying Motives Stages of buying decision process. Market segmentation Need and basis of Segmentation Concept of Marketing Mix Marketing Strategy. II Product Definition Classification Consumer Goods Industrial goods Product Life Cycle Product Mix Product Planning Branding Packaging Developing new Products. Pricing Objectives Pricing Policies and Procedures Factors influencing pricing decisions New product pricing Psychological aspects in pricing. Physical distribution Channels of distribution Types of Channel Channel Policy Wholesalers, Retailers and Middle men and their functions. BLOCK V Promotion Advertising Personal Selling Sales Promotion Publicity. Sales forecasting and Marketing Information system. Marketing - Rajan Nair Marketing Management - V.S.Ramasamy & S. Namakumari Marketing Management - Philip Kotler Principles of Marketing - S.A. Sherlekhar Modern Marketing Management - Dawar

12 BBAM 24 PERSONAL SELLING AND SALESMANSHIP Personal Selling : Objective Nature and Scope Theories of Personal Selling AIDAS Theory Right set of circumstances Theory Buying formula theory Advertising & Personal Selling Differences I Steps in Personal Selling: Prospecting - Pre-approach Approach Presentation and demonstration Handling Objectives Closing Follow up II Duties and Responsibilities of Sales Personnel Functions Attributes and characteristics of effective sales staff. Reporting Handling daily sales task sales manual Travel plan preparations Preparations of periodic reports sales meetings. BLOCK V Selling as a Career Advantages and Disadvantages Career Opportunities. An Introduction to Marketing - Dr. B.Varadharajan and Dr.D. Amarchand Marketing Management - Philip Kotler Sales and Distribution Management - Dr.S.L. Gupta

13 BBAM 25 PRODUCT MANAGEMENT Product: Classification, Benefits Product Line Decisions Product Mix Decisions Product Modifications Product Elimination Role of Product Managers. I Product life cycle Positioning Usefulness, Elements, Methods & Product Positioning Developing Product Plans Product Policy - New Product Development. II New Product Development process : Generation of Ideas Preliminary Screening Feasibility Testing Concept Development and Testing - Evaluation Development Test - Marketing Commercialization. Branding Selection of Brand Name Brand Image Brand equity Brand positioning Strategies Branding Challenges. BLOCK - V Packaging and Labeling Methods, Latest Trends in Packaging Future Trends in Product Management. Marketing Management - Philip Kotler Product Management in India - Ramanuj Majumdar Product Management - Lalvani Marketing and Product development - Dale Littler & Phillip Allen 1984 Successful Product Management - Stephen Morse MIA Series 1994

14 III YEAR

15 BBAM 31 SALES AND DISTRIBUTION MANAGEMENT Evolution of Sales Management Nature, Role and Importance Sales Manager s Duties and Responsibilities Functions of a Sales Manager - Managing the Sales Force Sales Organization Types. I Need for Sales Force - Recruitment and Selection of Sales Force Selection Process Training of Salesman Importance of Training - Methods of Training. II Compensation and Motivation of Sales Force Methods of Compensation Evaluation of Sales Force Performance Appraisal Sales Budget, Sales Quota & Sales Territory. Meaning Scope and Importance Elements of Distribution Management Channel Objectives - functions - Selection of Channel Members. BLOCK V Distribution Channel - Meaning Types of Intermediaries : Wholesaler and Retailer Their Role & Importance - Types of Wholesalers - Kinds of Retailers. Other intermediaries : Brokers, Commission Agents, Dealers, Sole Selling Agents. Sales and Distribution Management - Tapan K. Panda, Sunil Sahadev Sales and Distribution Management - Dr. S.L. Gupta Sales Management - Richard R. Still, Edward W. - Cundiff and Norman A.P. Govoni Sales Management - S.A. Chunawalla Sales Management - Das Gupta

16 BBAM 32 ADVERTISING AND SALES PROMOTION Advertising Meaning Objectives Benefits Role of Advertising Social effects of advertising. I Advertising MEDIA Basic terms Role of Media Press TV Radio Newspaper Trade journals Magazines Outdoor advertising Advertising appeals Informational / Rational appeals Emotional appeals. II Advertising Message Communication objectives General Specific Creative strategy Forms Promotion copy Classification Advertising layout Function Types Copy preparation and Testing, Typography Types Radio message Characteristics Types Television message Techniques Kinds Sales promotion Objectives Importance Growth and Role of sales promotion Forms of sales promotion Consumer promotion Trade promotion, sales force promotion. Sales promotion techniques - Demonstrations Trade Fairs and Exhibition Coupons Premiums Free offers Price offs Discounts Exchange offer Event marketing. Evaluation of results Coordinating sales promotion and Advertising. Sales Promotion and Advertising - M.N. Mishra Management Advertising - Bolen J.H Foundation of Advertising Theory and Practicing - Chunnawala et al.,

17 BBAM 33 SERVICES MARKETING Services Meaning, Characteristics Difference between Services & Goods Reasons for the growth of services in the Modern Economy Marketing of services I Services Market Segmentation - Role of Positioning and Differentiation in Services Marketing. II Services Marketing Mix The 7 Ps Product Price Place Promotion People Process Physical evidence Service Delivery Designing & Delivering services. Service Quality Dimensions Quality Gaps Techniques to resolve the Gap. BLOCK V Customer retention and relationship marketing Transaction (vs) Relationship Marketing CRM strategies Emerging Trends in Services Marketing in India. Services Marketing Services Marketing Services Marketing Services Marketing Services Marketing Service Marketing - S.M. Jha - Zeithamal - Helen Woodruffe - Ravi Shanker - Adiran Payne - P.K.Sinha & S.C.Sahoo

18 BBAM 34 RETAIL MARKETING Definition and Scope of Retailing Growth of Retailing Industry Characteristics of Retailing Functions of Retailing Activities of Retailers Trends in Retail Formats Classification of Retailers Importance of Retail Sector - Retailing Scenario at Global and Indian Context. I Retail Marketing Developing & Managing the Retail Marketing Mix - Segmenting, Targeting Positioning Consumer Behavior in the Retail Context - Importance of Location Decision Retail Location Theories. II Merchandising Management Planning in Retailing Product Management Brand Management and Retailing. Retail Pricing External influences on Retail Pricing Retail Pricing Objectives Consumer responsiveness to Prices. BLOCK V Retail Promotion Selection of Promotion Mix Advertising Media Selection Sales Promotion Personal Selling Publicity Relationship Marketing in Retailing. Retail Management - Balaji Tuli Srivastava Retail Management (A Strategic Approach) - Berman Evans Retail Management - Gibson G.Vedamani Retailing Environment & Operations - Newman and Cullen

19 BBAM 35 MARKETING RESEARCH Introduction to Marketing Research Nature, scope Importance Role of Marketing Research in Management Information system and Decision support System Marketing research process. I Research Design Types Exploratory design Experimental design Descriptive design- Data Collection, methods, Tools Observation, Questionnaire, Interview schedules secondary data primary data sampling techniques sample size, probability sampling and non-probability sampling Advantage and disadvantages. II Data processing Editing, coding and tabulation computer processing Univariate, bivariate and multivariate analysis (concept only) Interpretation and report writing. Product Research - New product Development process Test Marketing Uses of Test Marketing selection of Test markets Market Research methods for measuring market potential. BLOCK V Advertising Research Copy testing- Methods pretests and post tests Media Selection Media Audience- Media model Sales Analysis product, customer, Territory. Marketing Research Marketing Research Marketing Research Principles of Marketing Modern Marketing Management - D.D. Sharma - G.C. Beri - Philip Kotler - S.A. Sherlekhar - Dawar

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