diploma in business management (sales) - department of technical

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CURRICULUM DESIGN DOCUMENT

for

Diploma in Business Management (Sales and Marketing)

Submitted to

The Department of Technical Education, Haryana Government

Submitted by,The NIS Academy

(A division of NIS SPARTA Ltd.)

Dated23rd July, 2007

Table of Contents

1. DOCUMENT CONTROL..................................................................................3

2. PROGRAMME OVERVIEW............................................................4

2.1 Programme Rationale................................................................................4

2.2 Audience Entry and Exit Profiles................................................................6

3. COMPETENCY PROFILE TO CURRICULUM AREA MAPPING..............8

4. PROGRAMME SUMMARY...........................................................11

5. DETAILED CURRICULUM DESIGN................................................12

5.1 Semester 1.............................................................................................12

5.2 Semester 2.............................................................................................18

5.3 Semester 3.............................................................................................24

5.4 Semester 4.............................................................................................30

6. ASSESSMENT METHODOLOGY...................................................................35


1. DOCUMENT CONTROL

Reference Code: 23-July-2007-CCD-Haryana Govt.Security Classification: Company ConfidentialVersion: 1.00

Authorizer(s): Mr. Manoj Chawla/Mr Vibhas KumarIssue date: 23-July-2007

Issuer’s Signature:

Revision History:

Version Number

Revision Date Change Description Changed Initials

Approval Date

1.00 - - - -


2. PROGRAMME OVERVIEW

2.1 Programme Rationale

With the advent of new technologies and the opening up of the economy, more than 100,000 sales and marketing related jobs are generated every year. Liberalisation and globalisation have brought in more competition. For most organisations, the only differentiator today is their customer-related policies and customer service. This new regime has created a completely new segment. Over 50,000 sales, marketing and customer service related jobs are created per year.

In keeping with the demands of the market particularly in terms of speed, NIS recommends a specialisation course in Sales and Marketing. The course combines the Knowledge, Skills and Attitude driven by Market Realities to help an individual on the threshold of career, to launch successfully. The programme aims to provide:

Practical knowledge on business and inter-disciplinary areas of management.

Professional knowledge and skills to the students who are in the process of building their career path in the areas of Sales & Marketing and Customer Service.

2.1.1 Name of the Programme: Diploma in Business Management (Sales and Marketing)

2.1.2 Duration of the Programme: 2 years (4, semesters, 16 months)

Programme Scope

The Diploma Course with specialisation in Sales and Marketing is spread over 2 years across 4 semesters. The duration of this course is 2304 hours with each semester containing 576 hours of training. The last semester will comprise a major project that will commence at the end of third semester and continue into the fourth semester. It will be evaluated at the end of 2-years along with a written examination and viva-voce conducted by the respective Polytechnics. The distribution of hours and weightage is indicated below.

Hours Weightage (in percentage)

SEMESTER ONE 576 25

SEMESTER TWO 576 25

SEMESTER THREE 576 25

SEMESTER FOUR 576 25

TOTAL 2304 100

2.1.4 Highlights of the Programme


o Industry Inputs: Visits to workplace and guest sessions by the experts in the industry have been built into the curriculum to give students first-hand experience of the industry environment and to develop their knowledge of on-ground requirements from a sales and marketing professional.

o Case studies: Case studies replicate actual business situations and are taught so that students may work together to make difficult decisions under typical management conditions, including a lack of complete information, complex trade-off situations, and time pressure.

o Internship: Practical exposure is an integral part of any technical/vocational course. The internship not only gives a very practical opportunity to the students to test their aptitude in their particular areas of interest before they choose their area of concentration but also gives insights in to the practical world.

o Project Work: Project work is targeted at providing students a chance to gain hands on experience which enables them to test their theoretical understanding in a practical work scenario.


2.2 Audience Entry and Exit Profiles

2.2.1 Entry Profile of the Target Group

The Audience profile for which this course has been designed is as follows:

Age: 18+Gender: AnyEducation Qualification: Passed 12th with scored marks 50% and aboveProficiency in English: AverageMinimum Criteria:

Class 12 pass Basic understanding of English

2.2.2 Exit Competency Profile for Diploma Holders

By the end of this programme, the students will be able to:

Learn the basics of management. List the expectations from a manager. Identify the role of a leader. Identify effective communication skills and grooming to attain success in sales,

marketing and client servicing calls. Develop powerful resume and handle interviews successfully. Exhibit the appropriate preparation and behavioural skills in a client interaction. List the various types of selling. Identify the objectives of sales management. Analyse the role of a sales force. Create marketing plans based on market analysis and competition analysis. Apply the marketing process learning to strategise for the 7P’s of marketing. Discuss the concepts and strategy of pricing. Apply the market research process to gather information and analyse the market. List the basics of brand management. Define Product Planning. Identify the aims and objectives of marketing research. Define primary and secondary sources of data collection. Discuss the concepts and types of research design. Define Consumer Behaviour and the factors that impact consumer behaviour. Build and maintain long-term relationship with the customers. Apply the knowledge of various factors in consumer behaviour for a successful sales

interaction by customising the sales or service communication to the buyer after understanding the factors that appeal to the buyer.

Identify different types of customers and their habits and behaviours and identify how to handle them.

Research the market, consumer attitudes and competitors. Define the concepts of Managing Demand, Capacity and Pricing Approaches. Identify the role of marketing strategy in an organisation. Learn how to use a range of strategic planning tools. Develop a strategy to secure competitive advantage. Identify the management concept of an organisation. Define an organisation, the purpose of an organisation and the inter-organisational

dynamics.


Discuss group dynamics and benefits and limitations of group-decision making in an organisation.

Identify various motivational theories and their applications in the HR practices of organisations.

Articulate current laws and regulations that affect sales and marketing manager’s decisions.

Analyse the impact of globalisation on customers, market and organisation and identify the international trade practices.

Apply the knowledge of distribution system to manage channel partners. Identify various service industries, their processes and the skills required by these

industries. Apply the service marketing principles to create effective delivery of services. Analyse the Growth of Service Sector Economy. Apply principles of advertising, sales promotion and direct marketing to create

effective marketing promotion campaigns. Identify the objectives of rural marketing. Discuss the imperatives of rural marketing. Define the role of corporate social responsibility in marketing. Identify the objectives of green marketing or environmental marketing. Discuss the principles of environmental marketing. Identify the application of sales and marketing fundamentals in a retail business. Apply business ethics and values to all transactions. Apply various accounting and financial principles methods and processes while

making marketing management decisions. Apply the learning of the course in an organisation.

2.2.3 Target Opportunities

The scope for careers in sales and marketing field is immense and with a steady growth in economy, the number of professionals that various industries can accommodate will be huge. There are many reasons why students may join a sales and marketing career but the key reasons are the applicability of this field in almost every industry and therefore the number of jobs grow with the growth in the various industries. At a personal level, students can diversify into applications areas and industries that match their interest.

The various jobs/profiles that the students can assume within various industries, upon the completion of the course will be:

Customer Service Associates Marketing Executive Sales Executive Management trainee


3. COMPETENCY PROFILE TO CURRICULUM AREA MAPPING

# Competency Curriculum Area/Subject1. Learn the basics of

management. List the expectations from

a manager. Identify the role of a

leader.

Principles of Management

2. Identify effective communication skills and grooming to attain success in sales, marketing and client servicing calls.

Develop powerful resume and handle interviews successfully.

Exhibit the appropriate preparation and behavioural skills in a client interaction.

Business Communication

3. List the various types of selling.

Identify the objectives of sales management.

Analyse the role of a sales force.

Sales Management and Promotion

4. Create marketing plans based on market analysis and competition analysis.

Apply the marketing process learning to strategise for the 7P’s of marketing.

Discuss the concepts and strategy of pricing.

Marketing for Managers

5. Define the product life cycle.

Discuss the steps in Product Planning.

List the basics of brand management.

Product Management

6. Identify the aims and objectives of marketing research.

Define primary and secondary sources of data collection.

Discuss the concepts and types of research design.

Research the market, consumer attitudes and competitors.

Marketing Research


Apply the market research process to gather information and analyse the market.

7. Define Consumer Behaviour and the factors that impact consumer behaviour.

Build and maintain long-term relationship with the customers.

Apply the knowledge of various factors in consumer behaviour for a successful sales interaction by customising the sales or service communication to the buyer after understanding the factors that appeal to the buyer.

Identify different types of customers and their habits and behaviours and identify how to handle them.

Consumer behaviourFundamentals of Customer Service

8. Define the concepts of Managing Demand, Capacity and Pricing Approaches.

Identify the role of marketing strategy in an organisation.

Learn how to use a range of strategic planning tools.

Develop a strategy to secure competitive advantage.

Marketing Strategy

9. Identify the management concept of an organisation.

Define an organisation, the purpose of an organisation and the inter-organisational dynamics.

Discuss group dynamics and benefits and limitations of group-decision making in an organisation.

Identify various motivational theories and their applications in the HR practices of organisations

Organisational Behaviour

10. Articulate current laws and regulations that affect a

Business Laws


sales and marketing manager’s decisions.

11. Analyse the impact of globalisation on customers, market and organisation and identify the international trade practices.

International Marketing

12. Apply the knowledge of distribution system to manage channel partners.

Distribution Systems Management

13. Apply the service marketing principles to create effective delivery of services.

Analyse the Growth of Service Sector Economy.

Identify various service industries, their processes and the skills required by these industries.

Marketing of Services

14. Apply principles of advertising, sales promotion and direct marketing to create effective marketing promotion campaigns.

Management of Marketing Communication and Advertisement

15. Identify the objectives of rural marketing.

Discuss the imperatives of rural marketing.

Rural Marketing

16. Define the role of corporate social responsibility in marketing.

Identify the objectives of green marketing or environmental marketing.

Discuss the principles of environmental marketing.

Social and Rural Marketing

17. Identify the application of sales and marketing fundamentals in a retail business.

Retail Management and Marketing

18. Apply business ethics and values to all transactions.

Business Ethics and Laws

19. Apply various accounting and financial principles methods and processes while making marketing management decisions.

Accounting and Finance for Marketing Managers

20. Apply the learning of the course in an organisation.

Project


4. PROGRAMME SUMMARY

1. SEMESTER – 1 1.1. Principles of Management1.2. Business Communication1.3. Economic and Social Environment1.4. Computer Applications in Management1.5. Fundamentals of Customer Service1.6. Organisational Behaviour

2. SEMESTER - 2 2.1. Consumer Behaviour 2.2. Sales Promotion and Management 2.3. Marketing for Managers2.4. Product Management2.5. Marketing of Services2.6. Marketing Research

3. SEMESTER – 3 3.1. Management of Marketing Communication and Advertising3.2. Rural, Social and Environmental Marketing3.3. Business Laws3.4. Marketing Strategies3.5. Distribution Channel Management

4. Semester – 4 4.1. International Marketing4.2. Business Ethics and Values4.3. Retail Management & Marketing4.4. Accounting and Finance for Marketing Managers4.5. Project (Practical Training)


5. DETAILED CURRICULUM DESIGN

5.1 Semester 1

1.1 Principles of Management

Module Rationale

This module will help lay the foundation for a successful manager. It includes the fundamentals of management, the basic steps involved in management and the role and of a manager in a business set up. It will also help students understand their role as a leader and the essentials of leading and managing people.

Detailed Contents

Management and its process of evolution Internal and external business environment Role of a manager Planning Organising

o Types of organisationo Organisation structure and processo Managerial communication planning processo Controlling delegations and interdepartmental coordination

Decisions making o Decision-making modelso Decision-making techniques and processo Management by objectives

Directing – staffing, motivation, leadership Controlling

Instructional Methodology Used

Field visit to study qualities, general functions and duties of managers and leaders followed by group presentation.

Internet research on management yesterday and today

Group work presentation on human needs and motivation

Recommended Books:

Management, Stephen P. Robbins Principles of Management -- © 1999 by Certo Fundamentals of Management, © 2001, Stephen P. Robbins Bateman: Management – Tata Mcgraw Hill Aswahhappa, K., Essentials of Business Environment, Himalaya


1.2 Business Communication

Module Rationale

This module will help the students understand the communication process and differentiate among the various types of communication and different levels of communication. They will develop written and oral communication skills. In addition, they will learn to write business communication, present to a group of people and develop group discussions skills.

Detailed Contents

Nature of communication Forms of communication Written communication Interdepartmental communication Reporting to management Oral communication Communication in organisation Group discussion Common errors in business writing Modern office communication

Instructional Methodology

Students will be learning practical business communication through:

Communication workshops on:o Channels of communicationo Common errors in business writing

Role plays on verbal and non-verbal communication Games on barriers in communication Workshops on actual business writing using e-mails and paper-driven

correspondence

Recommended Books:

Basic Business Communication: Robert Mc Archer , Ruth Pearson Amos Prentice, Hall Inc.

Effective Business Communication: Murhy Excellence in Business Communication: Thill Handbook of Business Correspondence by: Frailey Business English & communication: Cleark Business communication: Pradhan & Thakur Business communication: Balsubramanium M Business Communication: Rayadu


1.3 Economic & Social Environment

Module rationale

In this module, students will learn about the socio-political environment of India and how it impacts the business. They will also learn about the opportunities that have been generated as a result of globalisation and liberalisation of Indian economy. The module will help them understand the benefits and challenges of operating a business in the global Indian market.

Detailed Contents

The Indian business and social environmento National economyo Globalisation and liberalisation of Indian economy and its impact on business

and tradeo Trends in major industrial sectors

Agriculture Industrial Banking and financial services Infrastructure, power, transport, communication & information

technology Tourism and travel

Business environment- Haryanao Historical background of Haryana.o Natural resourceso Agricultureo Banking/financial services/insurance sectors in Haryanao Industry and natural resourceso Infrastructure, power, transport, communication, and information technologyo Human Resources Development in Haryanao E-Commerce environment in India.o Current economic policy and effect of liberalisation and globalisation on

businesses

Suggested Instructional Methodology

Lectures Industry visits Short Internet-based research projects on the state of Indian Economy, various

industrial sectors and potential for growth in various sectors in Haryana

Recommended Books

Indian Economy Today: Changing Contours/Baidya Nath Prasad Singh. New Delhi, Deep and Deep

Three decodes of Haryana: R.S.P Gupta Ess pee Publication, Chandigarh The Punjab: An overview by R.S.P Gupta Ess Pee Publication, Chandigarh.


1.4 Computer Applications in Management

Module Rationale

In this module, students will learn about the basics of computers and computer networks and their use in the business environment. They will specifically learn about the Internet and an intranet, management information systems and their use and basic working and the role and importance of ERP in modern organisations.

Detailed Contents

Microsoft Office Applications o Microsoft Wordo Microsoft Excelo Microsoft PPT

Computer systems and databases Information Technology Communication LAN WORLD WIDE WEB Internet and Intranet Information requirements in an organisation Introduction to MIS Computer applications for MIS in Organisation Enterprise Resource Planning (ERP) E-Business Evolution

Suggested instructional methodology

The whole course will be done using hands on experience on computers.

Recommended Books

Curtin, Foley, Sen & Marin : Informtion Technology, Tata McGraw Hill Saxena : A first Course in Computers, Vikas Leon & Leon : Internet for Everyone, Leon Press & Vikas Leon & Leon : Fundamentals of Information Technology Leon Press & Vikas Alter : Information Systems - Management Perspective, Pearson Murdick, Ross & Claggett : Information Systems for Modern Management, Prentice

Hall India Kanter : Managing with Information, Prentice Hall India Davis & Olson : Management Information Systems, McGraw Hill


1.5 Fundamentals of Customer Service

Module Rationale

This module will help students understand the critical need for service orientation in the current business scenario. It begins with explaining who customers are and why do businesses need to understand what they want. They will learn about the basics of building customer relationship and the ways of doing so. For example, they will understand the need for empathising with the consumer so that they can understand customer interaction better. In addition, the module will explain the various styles of communicating with the customers and situations when each style would need to be applied.

Detailed Contents

Focus on Customers: Understanding the customers, understanding customer service, service triangle, benefits of exceptional customer service, customer delight, first impressions, perception vs. reality

Scanning environmental and cultural influences: Environmental and cultural influences on customer behaviour

Building customer relationship: Why do people do business with you, Ways to address human needs, building relationships through valuing the customer, building rapport, emotional bank account, the Value Equation

Empathy and Ownership: What is empathy, empathy vs. sympathy, how to empathise, benefits of empathy, the pitfalls, what is ownership, how does one convey ownership, problem solving, customer interaction cycle

Communication styles: Three main styles. (aggressive, passive and assertive), disagreement process, selective agreement, benefits of assertive communication

Suggested instructional methodology

Case studies on importance of understanding the customers and meeting their demands

Internet-based research project on customer behaviour Lectures and theory classes

Recommended Books

Peeru Mohammed: Customer Relationship Management Grover S K: Marketing: A Strategic Orientation P. Kotler: Marketing Management R. Saxena: Marketing Management Stanton: Marketing Management


1.6 Organisational Behaviour

Module Rationale

In this module, the students will learn about the meaning of an organisation, the purpose of an organisation and the inter-organisational dynamics. They will learn about group dynamics and benefits and limitations of group-decision making in an organisation.

Detailed Contents

Focus and purpose: Understanding organisational behaviour, definition and importance of organisational behaviour, nature, scope, framework, models of organisational behaviour, understanding people and organisation

Individual behaviour: Personality and its influence on organisational behaviour. Characteristics of personality , causes of human behaviour, decision making process, organisational behaviour and its significance

Motivation and its elements: Theories of motivation and their applications Attitude and its measurement: Attitude, methods to measure attitude, problems

in attitude measurement Organisational Theory: Theories of organisation, structure of organisation,

concept, principles and types of departments Organisational Development: Environment and culture, impact of merger on an

organisation’s culture, organisational diagnostics Group Dynamics: Understanding groups, phases of group development, group

cohesion, groups in organisation, group decision making techniques, communication Power Dynamics: Leadership meaning, importance, styles, theories; sources of

power, power centres, power and politics Intra-Organisational Dynamics: Organisation climate, culture, organisational

development, organisational effectiveness, and organisational development intention, organisation change


Practical application of the knowledge gained in this module will be further enhanced by Field Visit on:

o Making a field visit template incorporating all aspects involved in a managers role

o Meeting two managers from different organisations for field study Analysing reports and functions listed by managers involving their attitudes,

personality and behaviour Group work and presentation and role plays on general functions and duties of

managers involving their attitudes, personality and behaviour

Recommended Books

Management of Organisational Behavior , Leading Human Resources , 2001 Paul Hersey

Luthen Fred - Organisational Behavior-Mc.Graw Hill Saiyadan. Organisation Behavior McShane: Organisation Behavior


5.2 Semester 2

2.1 Consumer Behaviour

By the end of this module, the students would have identified the various factors that affect consumer behaviour. They would be able to apply the knowledge of various factors that impact consumer behaviour for a successful sales interaction, by customising the sales or service communication to the buyer after understanding the factors that appeal to the buyer.

Detailed Contents

Difference between customer and consumer Introduction to consumer behaviour Consumer decision making process Maslow’s Hierarchy Models of consumer behaviour – Open System EKB model, Conflict model Consumer need and motivation, dynamics of motivation process Factors affecting consumer behaviour— social, cultural, personal Consumer perception Nature of consumer attitudes, components of attitudes; their formation and change,

attitudes model to understand and predict behaviour Understanding reference groups and their influence, family – role of children and

women in decision marking. family life cycle


Practical application of the knowledge gained in this module will be further enhanced by: Lectures and theory classes Case studies on consumer behaviour Group Work and presentation and role plays to analyse the consumer decision

making process while buying a particular product and the factors that affected the decision.

Internet based Research project on various models of consumer behaviour

Recommended Books

Case Studies In Consumer Behaviour - 30 Cases, ICFAI University Press Marketing Management, Phillip Kotler Consumer Behaviour. S Ramesh, Pearson Education Marketing Management Eleventh Edit., Philip Kotler, Prentice Hall


2.2 Sales Promotion and Management

Module Rationale

In this module, students will define a sales organisation. They will also understand the elements of sales promotion and sales management. They will understand the paradigm shift in the role of a sales professional in the new emerging markets taken over by marketing concepts. They will also understand where sales and marketing function unite and their relation with the business mission and values. In the end, they will understand the essentials of organising a sales force and its role.

Detailed Contents

Sales promotion, meaning, activities, objectives & strategy. o Establishing the promotional objectives, promotional mix, personal selling and

its importance.o Essentials of sales promotion: point of purchase, displays, coupons, premiums,

sampling, contests, sweep stages, consumer deals, advertising, trade shows and exhibitions.

Nature and importance of sales management Sales manager, function and qualities. Salesmanship in a changing environment: buyer-seller dyads, diversity of personal-

selling situations, Theories of selling, AIDA, right set of circumstances, buying formula, behavioural equation, prospecting - steps in prospecting, sales resistance, closing sales

Sales force organisation: nature of sales organisation. Pertinent concepts in organisation theory. good organisation; recruiting and selecting personnel: nature of the sales jobs, ethical and social responsibility of sales executives.


Practical application of the knowledge gained in this module will be further enhanced by:

Lectures and theory classes Filed visits to identify various types of sales promotions and their essentials. Role-plays for various steps in the sales process. Developing and presenting a sales promotion strategy for a hypothetical product by

students

Recommended Books

Sales Management: Decisions, Strategies, and Cases, Richard R. Still, Edward W. Cundiff, Norman A. P. Govoni, Prentice Hall

Management of the Sales Force, William J.Stanton & Richard Buskrik, R.D. Irwin, Chicago

Promotional Management, Govani Norman Robert Eng,Printice Hall, New Delhi. Advertising and Sales Promotion Strategy, Gerard J. Tellis, Amazon Positioning: The Battle for Your Mind, Al Ries


2.3 Marketing for Managers

Module Rationale

In this module, students will understand the marketing process and learn about the basics of marketing. They will know about segmentation, targeting and positioning, the basic marketing mix and the extended mix, and the scope and nature of market strategy design. They will also understand the importance of research and testing in market strategy design.

Detailed Contents

Marketing- meaning, objectives, function & role Marketing environment: external and internal Marketing mix- concept and elements Marketing planning & organisation

o Segmentation, Targeting and Positioning: The STP approach, bases of segmentation used by marketers, effective segmentation principles, risks and benefits involved in different targeting strategies

o Differentiation and positioning: Steps in the value hierarchy, meaningful and non-meaningful differentiation, basis (and their elements) of differentiation, positioning and its relation to the concept of differentiation, positioning traps.

o Market strategy design: Organisational mission and vision, mechanics of portfolio models and their shortcomings, strategy formulation and marketing, role of the marketing plan in strategy implementation. Deciding the marketing mix

o Market testing: Scope of marketing research, research objectives, research approaches and research instruments at the disposal of the marketer, analytical tools used by marketers

Distribution channels The extended marketing mix: People, processes and physical evidence



Lectures and theory classes Case studies form the industry

Recommended Books

Principles of Marketing, Philip Kotler, Prentice Hall Marketing, C.B Mamoria, Kitab Mahal, Allahabad Marketing Management, S.A Sherlekar, Himalaya Publishing House Basic Marketing Management, S.H.H. Kazhi & Satish K. Batra, Excel Books, New Delhi Modern Marketing Management, R.S Dervar, Universal Book Store


2.4 Product Management

Module Rationale

In this module, students will learn about the concepts of product management, such as pricing, brand creation and management, and product planning. They will also learn about the product lifecycle.

Detailed Contents

Components of product planning and marketing Product life cycle Introduction of new product and withdrawal of product Product planning as per segmentation of market Product pricing and control Product differentiation: Consumer perception and competition Brand imaging creation After sales services



Lectures and theory classes Case studies form the industry Role plays on consumer perception and competition

Recommended Books

Product Management in India, 2nd ed., Majumdar, Prentice Hall Principles of Marketing, Philip Kotler, Prentice Hall Managing And Marketing Technology, Ford David, Thomson LE The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, Prentice Hall


2.5 Marketing of Services

Module Rationale

In this module, students will learn about the growing importance of service in the current market scenario and how service becomes a crucial differentiator, when customer’s time is a premium. The students will also learn about the growth in the service sector and benefits of customer relationship management.

Detailed Contents

Imperatives of service marketing Services marketing mix

o Product and pricingo Place and promotiono People, physical evidence and process

Managing quality in services Customer retention and loyalty Sectoral applications

o Financial serviceso Tourism and hospitality serviceso Health serviceso Educational serviceso Telecommunication serviceso Product support services



Lectures and theory classes Internet-based research project for students on services marketing mix Industry visit to understand various sectoral applications

Recommended Books

Principles of Marketing, Philip Kotler, Prentice Hall Services Marketing, Christopher H. Lovelock Select Selling—Strategies to Win Customers by Defining the Ultimate Target Profile

and Discovering What They Really Want, Daly & O’Dea Service-Dominant Logic of Marketing, The, Lusch & Vargo (Eds.) Services Marketing—The Indian Context, Srinivasan


2.6 Marketing Research

Module Rationale

In this module, students will learn about the basic concepts of marketing research and design. They identify the important of marketing research in marketing strategy design and define various types of design models. They will also learn about the tools and techniques of research design.

Detailed Contents

Marketing research concepts & design Need of marketing research Research design and its types Data collection – sampling, attitude management & scaling Sources of data collection Primary and secondary data collection systems Developing & testing questionnaires Estimation of demand potential Data process and analysis Presentation of research findings and follow through:

o Principles of report writingo Principles of tabular presentationo Principles of graphic presentation



Lectures and theory classes Project on collecting data and presenting the research findings

Recommended Books

Marketing Research, Boyd and Westfail Principles of Marketing, Philip Kotler, Prentice Hall Modern Marketing Research, S. G. Patel, Himalaya Publishing House Marketing Research and knowledge development, John G. Myers, Prentice Hall Marketing Research, G. C. Beri, Tata McGraw Hill Marketing Research, F.E Brown, Addison Welsley


5.3 Semester 3

3.1 Management of Marketing Communication and Advertising

Module Rationale

In this module, students will learn about the objectives of advertising and how it helps to promote brands. They will also learn about the various forms of advertisements and role of advertisements in influencing customer perceptions. Finally, students will understand how advertising agencies and media help to implement promotion plans.

Detailed Contents

Introductiono Meaning, importance and objectives of advertising.o Advertising and the marketing – mix

Scope of advertising o Functions of advertisingo How adverting works?

Various forms of advertising o Retail advertisingo Business –to – Business (B2B) advertisingo Financial advertisingo Public – service advertisingo Corporate/Institutional advertising

Advertising and societyo Impact of advertising on different segments of societyo Important laws governing advertising

Advertising budget Different methods of setting the advertising budget Media strategy planning and buying

o The media scene in Indiao Media planning processo Arrangement for release, verification, billing etc.

Advertising Agency o Functions of an Advertising Agency (AA)o Agency-Client-Media relationship



Lectures and theory classes Case studies on various strategies used by organisation Field visit to an advertising agency to understand how advertisements are created.

Recommended Books

Advertising, Jaishri M. Jethwaney, Phoenix Publishing House Advertising Management Concepts and Cases, Manendra Mohan, Tata McGraw Hill Advertising new concepts S. S. Kaptan, Sarup & Sons Advertising Media Planning—A Brand Management Approach, Kelley & Jugenheimer,

Prentice Hall


Advertising: Planning and Implementation, Sharma & Singh, Prentice Hall Advertising, Promotion and New Media, Stafford & Faber (Eds.), Prentice Hall Advertising—Principles and Practice, 6th ed., Wells, Burnett & Moriarty, Prentice Hall Advertising Management, 5th ed., Batra, Myers & Aaker, Prentice Hall


3.2 Rural, Social and Environmental Marketing

Module Rationale

This module discusses rural marketing as a separate and specialised area. It explains the imperatives of rural marketing as different from the popular marketing concepts and helps students develop and understanding of the rural markets for creating better marketing strategies suited for the rural India.

This module thereafter discusses social and environmental marketing as tools for “behaviour change”. The module will cover topics in non-profit branding, social and environmental marketing strategy and objectives, and CSR (corporate social responsibility). The subject matter of the module will be both conceptual and decision-oriented.

Detailed Contents

Introductiono Rural marketing in Indiao Understanding rural environmento Understanding rural consumero Managing the promotion.o Accessing the rural markets

Participants in the rural distribution process. Infrastructure and dynamics of distribution.

Social and environmental marketingo Need and aims of social and environmental marketingo Understanding the social/environmental producto Corporate social responsibilityo Marketing mix for the social product

Cause marketing: Effecting a change through social marketing Non-profit marketing and branding



Lectures and theory classes Various project reports available on the Internet about rural marketing

Recommended Books

A Text Book On Rural Marketing, Minouti Kamat and R Krishnamoorthy, Oscar Publications The Rural Marketing Book, Kashyap, Pradeep , Raut, Siddhartha, by F10, Dreamtech Press Social Marketing, Phillip Kottler and Eduardo L. Roberto, Simon and Schuster Inc. Environmental Marketing, Michael J. Polonsky (Editor), Alma T. Mintu-Wimsatt

(Editor), Haworth Press


3.3 Business Laws

Module Rationale

Business laws and trade laws have always played an important role in developing trade and business transactions. With the advent of market globalization and electronic commerce, not only trade laws and international trade laws are playing greater roles but complete new areas are being developed particularly as it relates to intellectual property rights and dispute settlements. In this module, students will learn about the key Business, Trade and Consumer laws that impact marketing managers.

Detailed Contents

Companies Act, 1956 to Amendment Act 2006 Competition Act, 2002 Contract Act 1872 Sales of Guds Act 1930 Basic features of Law of Partnership Basic concepts of Law of Negotiable Instruments Main features of Information Technology Act, 2000 Consumer protection Act.



Lectures and theory classes Case studies to understand business level and corporate strategy Project for students to develop marketing strategy for a new product

Recommended Books

Commercial and Industrial Law, Chawla Garg, Kalyan Publishers


3.4 Marketing Strategies

Module Rationale

The development of an appropriate marketing strategy and the creation of a robust planning process lie at the heart of a successful business. Sometimes, marketing is viewed as being the implementation of a range of tactical initiatives, but those companies that truly understand the discipline use it to drive their business growth. This module will help students acquire a structured approach to developing their knowledge and skills in the area of marketing strategy. It will help students understand the need for strategy and its importance. Thereafter, it will help them understand how marketing strategy links with business strategy. They learn more specifically about planning a marketing strategy in a following module in the next semester.

Detailed Contents

Concept of strategy, process, frameworko Tasks of strategic managemento Defining a company strategy – Vision, mission, goals

Strategic analysis Defining a business level strategy Defining a corporate strategy Role of ethics and values in strategy Implementation and control of strategy Evaluation of strategy Marketing strategy: Alignment with business and corporate strategies



Lectures and theory classes Case studies to understand business level and corporate strategy. Project for students to develop marketing strategy for a new product.

Recommended Books

Business Strategy in a Semi-global Economy, Mourdoukoutas, Prentice Hall Direct Marketing: Strategy, Planning, Execution, by Edward L. Nash, Prentice Hall Strategic Marketing Problems, Cases and Comments, 11th Edition, Roger Kerin,

Robert Peterson, Pearson India Marketing Strategies, A Contemporary Approach, 2nd Edition, Ashok Ranchhod, Calin

Gurau, Pearson Indian


3.5 Distribution Channel Management

Module Rationale

By the end of this module, the students will be able to apply the knowledge of distribution system to manage channel partners. Consumer products and services go through various channels of distribution before they reach the destination of end customer. This module analyses the various systems of distribution as well as the relationship factors that need to be addressed to ensure smooth distribution.

Detailed Contents

Channels of distribution systems Members of a channel and their roles Distribution systems

o Retailingo Merchandisingo Franchisingo E-distribution channels

Channel conflict and its management Managing distribution sales team Distribution logistics



Lectures and theory classes Internet-based research project on various distribution systems Case studies on channel conflict and its management

Recommended Books

Sales and Distribution Management Textbook, ICFAI Basics of Distribution Management—A Logistical Approach, Kapoor & Kansal E-Marketing, 4th ed., Strauss, El Ansary & Frost The Manager's Guide to Distribution Channels, by Linda Gorchels, Edward J. Marien, Chuck West


5.4 Semester 4

4.1 International Marketing

Module RationaleIn this module, students will learn about the imperatives of operating in a global market. Marketing strategies for an emerging market can vary based on the market’s specific environment. They will get to understand the environments in various global markets and identify entry strategies of key players in the new and emerging markets of the world.

Detailed Contents

Differences in global environmento Major world markets and their characteristicso Studying the new Indian market from global perspective

Global marketplace: Drivers of globalisation, global firms, components of business environment, elements of SWOT analysis

International trade system: Tariff, quota, embargo, exchange controls and non-tariff trade barriers, World Trade Organisation, and environments that make a country attractive to foreign firms for entry

Environment of global markets: Economics trend that affect global markets, culture and its implications on global markets, political and legal influences on global markets, environmental regulations related to global markets

Marketing in emerging markets: Choice of emerging markets, identification of which markets to enter and when, factors related to marketing in the emerging markets

Global competition: Global presence and global competitive advantage, hyper competition, factors of hyper competition

Entry strategies: Unique international marketing challenges, objectives of market entry. Choice of market entry mode, low intensity modes of entry, cultural, political, legal, and economic conditions affect market entry strategies, making marketing mix decisions for international markets, developing marketing plans for non-Indian environments



Internet-based research project Case studies of global companies to understand their strategies

Recommended Books

Global Marketing Management, 7th ed., Keegan, Prentice Hall Globalization and Business, Daniels, Radebaugh & Sullivan, Prentice Hall International Marketing, 2nd ed., Srinivasan, , Prentice Hall International Marketing, 2nd ed., Fayerweather, , Prentice Hall International Marketing : Analysis and Strategy, 3rd ed., Onkvisit & Shaw , Prentice

Hall International Marketing Research, Kumar, Prentice Hall


4.2 Business Ethics and Values

Module Rationale

In this module, students will learn about the importance of ethics and values in business and understand how ethics and values add value to relationships with both vendor and customer.

Detailed Contents

Introduction to values and business ethics: Values and the types of values, relationship between values and behaviour, attitudes and values, value systems for managers, ‘ethics’ and various forms of ethics, ethical norms relating to business ethics

Display of values: Concept of value, display of values by business enterprises, social responsibility and social responsiveness, main features of social responsibility of business, social responsibility of business towards different groups of society.

Importance of business ethics : Ethics in business, objections of bringing ethics into business, ethical guidelines for managers, application of business ethics in the case of MNC’s., technology and business ethics

Role of values and ethics in building an organisation: Corporate social responsibility, social responsibility of business and business ethics, Three different kinds of enquiry into business ethics, comparative business ethics in developed and underdeveloped countries, the rational organisation, employees’ obligations to the firm vis-à-vis the firm’s duties towards their employees, importance of the political organisation.

Individual values and organisational values: Basic characteristics of individual values, factors responsible for individual values formation, types of individual values, relationship between individual values and behaviour, organisational values and the economic goals to be achieved, arguments for and against the social responsibility of business, controversial issues involved in defining organisational values.

Aligning individual and organisational values: Relationship between individual values and organisational values, corporate values, institutionalisation of organisational values and HRD climate



Lectures and theory classes Case studies on business ethics Role plays to identify the importance of values and ethics in building an organisation

Recommended Books:

Business Ethics—New Challenges for Business Schools and Corporate Leaders, Peterson & Ferrell (Eds.), Prentice Hall

Business Ethics—Concepts and Cases, 6th ed., Velasquez, Prentice Hall Marketing: A Strategic Orientation, S K Grover S K Marketing Management, P. Kotler Marketing Management, R. Saxena Marketing Management, Stanton


4.3 Retail Management & Marketing

Module Rationale

This module helps students understand marketing for organised retail industry as a specialised area of interest. With organised retail industry gaining impetus through FDI and positive government policies, this module will helps students readily tap into the newfound opportunities.

Detailed Contents

Retailing: Its evolution and history Formats of retailing Challenges and drivers of retailing Retail selling and promotional activities Packaging and small unit selling Credit selling Facilities on bulk selling Marketing mix for a retail business Management of new and small retail enterprises



Lectures and theory classes Internet-based research project on formats of retailing Industry visit to a retail store to understand its working

Recommended Books

Retailing, George H. Lucas Jr., Robert P. Bush, Larry G. Gresham All India Publishers & Distributors, Chennai- 600 004.

Retailing Management, Swapna Pradhan, Tata Mc Graw Hill Retail Management: A Strategic Approach, Barry Berman- Joel R. Evans Prentice Hall


4.4 Accounting and Finance for Marketing Managers

Module Rationale

This module is designed to create a greater degree of financial literacy on the part of marketers and to show accountants how to apply their craft in a marketing context. It systematically deals with the planning and control of marketing activities highlighting the roles of accounting and finance.

Detailed Contents

Commission-based selling Salary incentives Appraisal methods Direct target achievement related incentives Budgeting and budgetary control Accounting records of sales and expenses Construction and analysis of profit and loss account and business Fund flow and cash flow statement Classifying costs and cost-volume-profit analysis



Lectures and theory classes Internet-based research project for students on various appraisal methods Project to create a cash flow statement

Recommended Books

Marketing Finance Turning Marketing Strategies into Shareholder Value, Keith Ward Accounting for Marketing (Advanced Management Accounting & Finance) by Richard

M. S. Wilson Financial Accounting, Jain and Narang, An Introduction to Accountancy, S.N. Maheshwari Fundamentals of Accounting, Mukherjee & Hanif


4.5 Project Submission/Practical Training

A candidate is required to undergo internship at a prominent Institute / Industry / Bank / Insurance Co. / Advertisement agency etc. for period of three months.

During training they will prepare a project report on any one of the topic of the syllabus (convening 1st to 3rd Semester) which is related to the internship.

At the end them will be comprehensive viva voce on the subject on the project

Recommended Areas

Customer behaviour – Impact of environmental forces in the current market scenario Analysis of one product category and its marketing strategy Sales and marketing operations of an organisation Organisational structure, functions and systems Analysis of sales and marketing campaign of a company for is key account


6. ASSESSMENT METHODOLOGY

The programme will basically have two kinds of assessments:

Formative Assessment: This will be used to assess the participant’s performance during course and is effective only in the short term. It is useful for the participant in terms of checking on his/ her own progress; and is useful for the evaluator as basis on which to decide whether there is a need to adjust curriculum delivery. Formative assessment need not necessarily involve results being formally recorded. These will be conducted at the end of semesters and cumulatively added to the mark obtained from summative assessment.

Summative Assessment: This will be recorded and systematically designed to give formal feedback of the participant’s progression.

Assessment Criteria

In every semester, there is a semester-end exam. All exams are application-oriented and have both objective and subjective type question papers to test the analytical ability of the student.

Every exam is divided into two parts. The objective questions are based on the few initial chapters and subjective are mainly based on the balance chapters.

During the fourth semester, each student is required to submit a project report on any of the topics from the list given by the Polytechnic after synopsis approval. There is an oral exam along with the project before submission.


diploma in business management (sales) - department of technical

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