Diploma in Business Management (Sales) - Department of Technical ...

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Diploma in Business Management (Sales) - Department of Technical ...

  1. 1. Ver 1.0 Confidential Page 1 of 37
  2. 2. 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.) Dated 23 July, 2007 rd Ver 1.0 Confidential Page 2 of 37
  3. 3. Table of Contents 1. DOCUMENT CONTROL..........................................................................................4 2. PROGRAMME OVERVIEW.....................................................................................5 2.1 Programme Rationale........................................................................5 2.2 Audience Entry and Exit Profiles .......................................................7 3. COMPETENCY PROFILE TO CURRICULUM AREA MAPPING...................................9 4. PROGRAMME SUMMARY....................................................................................12 5. DETAILED CURRICULUM DESIGN......................................................................13 5.1 Semester 1......................................................................................13 5.2 Semester 2......................................................................................19 5.3 Semester 3......................................................................................25 5.4 Semester 4 .....................................................................................31 6. ASSESSMENT METHODOLOGY...........................................................................37 Ver 1.0 Confidential Page 3 of 37
  4. 4. 1. DOCUMENT CONTROL Reference Code: 23-July-2007-CCD-Haryana Govt. Security Classification: Company Confidential Version: 1.00 Authorizer(s): Mr. Manoj Chawla/Mr Vibhas Kumar Issue date: 23-July-2007 Issuer’s Signature: Revision History: Version Revision Date Change Description Changed Approval Date Number Initials 1.00 - - - - Ver 1.0 Confidential Page 4 of 37
  5. 5. 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 Ver 1.0 Confidential Page 5 of 37
  6. 6. 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. Ver 1.0 Confidential Page 6 of 37
  7. 7. 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: Any Education Qualification: Passed 12th with scored marks 50% and above Proficiency in English: Average Minimum 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. Ver 1.0 Confidential Page 7 of 37
  8. 8.  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 Ver 1.0 Confidential Page 8 of 37
  9. 9. 3. COMPETENCY PROFILE TO CURRICULUM AREA MAPPING # Competency Curriculum Area/Subject 1.  Learn the basics of Principles of Management management.  List the expectations from a manager.  Identify the role of a leader. 2.  Identify effective Business Communication 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. 3.  List the various types of Sales Management and Promotion selling.  Identify the objectives of sales management.  Analyse the role of a sales force. 4.  Create marketing plans based Marketing for Managers 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. 5.  Define the product life cycle. Product Management  Discuss the steps in Product Planning.  List the basics of brand management. 6.  Identify the aims and Marketing Research 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.  Apply the market research process to gather information and analyse the market. Ver 1.0 Confidential Page 9 of 37
  10. 10. 7.  Define Consumer Behaviour Consumer behaviour and the factors that impact Fundamentals of Customer Service 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. 8.  Define the concepts of Marketing Strategy 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. 9.  Identify the management Organisational Behaviour 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 1  Articulate current laws and Business Laws 0. regulations that affect a sales and marketing manager’s decisions. 1  Analyse the impact of International Marketing 1. globalisation on customers, market and organisation and identify the international trade practices. 1  Apply the knowledge of Distribution Systems Management Ver 1.0 Confidential Page 10 of 37
  11. 11. distribution system to manage channel partners. 1  Apply the service marketing Marketing of Services 3. 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. 1  Apply principles of Management of Marketing Communication and 4. advertising, sales promotion Advertisement and direct marketing to create effective marketing promotion campaigns. 1  Identify the objectives of Rural Marketing 5. rural marketing.  Discuss the imperatives of rural marketing. 1  Define the role of corporate Social and Rural Marketing 6. social responsibility in marketing.  Identify the objectives of green marketing or environmental marketing.  Discuss the principles of environmental marketing. 1  Identify the application of Retail Management and Marketing 7. sales and marketing fundamentals in a retail business. 1  Apply business ethics and Business Ethics and Laws 8. values to all transactions. 1  Apply various accounting and Accounting and Finance for Marketing Managers 9. financial principles methods and processes while making marketing management decisions. 2  Apply the learning of the Project 0. course in an organisation. Ver 1.0 Confidential Page 11 of 37
  12. 12. 4. PROGRAMME SUMMARY 1. SEMESTER – 1 1.1. Principles of Management 1.2. Business Communication 1.3. Economic and Social Environment 1.4. Computer Applications in Management 1.5. Fundamentals of Customer Service 1.6. Organisational Behaviour 2. SEMESTER - 2 2.1. Consumer Behaviour 2.2. Sales Promotion and Management 2.3. Marketing for Managers 2.4. Product Management 2.5. Marketing of Services 2.6. Marketing Research 3. SEMESTER – 3 3.1. Management of Marketing Communication and Advertising 3.2. Rural, Social and Environmental Marketing 3.3. Business Laws 3.4. Marketing Strategies 3.5. Distribution Channel Management 4. Semester – 4 4.1. International Marketing 4.2. Business Ethics and Values 4.3. Retail Management & Marketing 4.4. Accounting and Finance for Marketing Managers 4.5. Project (Practical Training) Ver 1.0 Confidential Page 12 of 37
  13. 13. 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 organisation o Organisation structure and process o Managerial communication planning process o Controlling delegations and interdepartmental coordination  Decisions making o Decision-making models o Decision-making techniques and process o 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 Ver 1.0 Confidential Page 13 of 37
  14. 14. 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 communication o 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 Ver 1.0 Confidential Page 14 of 37
  15. 15. 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 environment o National economy o Globalisation and liberalisation of Indian economy and its impact on business and trade o Trends in major industrial sectors  Agriculture  Industrial  Banking and financial services  Infrastructure, power, transport, communication & information technology  Tourism and travel  Business environment- Haryana o Historical background of Haryana. o Natural resources o Agriculture o Banking/financial services/insurance sectors in Haryana o Industry and natural resources o Infrastructure, power, transport, communication, and information technology o Human Resources Development in Haryana o 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. Ver 1.0 Confidential Page 15 of 37
  16. 16. 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 Word o Microsoft Excel o 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 Ver 1.0 Confidential Page 16 of 37
  17. 17. 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 Ver 1.0 Confidential Page 17 of 37
  18. 18. 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 Suggested Instructional Methodology 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 Ver 1.0 Confidential Page 18 of 37
  19. 19. 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 Suggested Instructional Methodology 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 Ver 1.0 Confidential Page 19 of 37
  20. 20. 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. Suggested Instructional Methodology 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 Ver 1.0 Confidential Page 20 of 37
  21. 21. 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 Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 21 of 37
  22. 22. 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 Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 22 of 37
  23. 23. 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 pricing o Place and promotion o People, physical evidence and process  Managing quality in services  Customer retention and loyalty  Sectoral applications o Financial services o Tourism and hospitality services o Health services o Educational services o Telecommunication services o Product support services Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 23 of 37
  24. 24. 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 writing o Principles of tabular presentation o Principles of graphic presentation Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 24 of 37
  25. 25. 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  Introduction o Meaning, importance and objectives of advertising. o Advertising and the marketing – mix  Scope of advertising o Functions of advertising o How adverting works?  Various forms of advertising o Retail advertising o Business –to – Business (B2B) advertising o Financial advertising o Public – service advertising o Corporate/Institutional advertising  Advertising and society o Impact of advertising on different segments of society o Important laws governing advertising  Advertising budget  Different methods of setting the advertising budget  Media strategy planning and buying o The media scene in India o Media planning process o Arrangement for release, verification, billing etc.  Advertising Agency o Functions of an Advertising Agency (AA) o Agency-Client-Media relationship Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 25 of 37
  26. 26.  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 Ver 1.0 Confidential Page 26 of 37
  27. 27. 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  Introduction o Rural marketing in India o Understanding rural environment o Understanding rural consumer o Managing the promotion. o Accessing the rural markets • Participants in the rural distribution process. • Infrastructure and dynamics of distribution.  Social and environmental marketing o Need and aims of social and environmental marketing o Understanding the social/environmental product o Corporate social responsibility o Marketing mix for the social product • Cause marketing: Effecting a change through social marketing • Non-profit marketing and branding Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 27 of 37
  28. 28. 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. Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 28 of 37
  29. 29. 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, framework o Tasks of strategic management o 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 Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 29 of 37
  30. 30. 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 Retailing o Merchandising o Franchising o E-distribution channels  Channel conflict and its management  Managing distribution sales team  Distribution logistics Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 30 of 37
  31. 31. 5.4 Semester 4 4.1 International Marketing Module Rationale In 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 environment o Major world markets and their characteristics o 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  Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 31 of 37
  32. 32. 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 Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 32 of 37
  33. 33. Ver 1.0 Confidential Page 33 of 37
  34. 34. 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 Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 34 of 37
  35. 35. 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 Suggested Instructional Methodology Practical application of the knowledge gained in this module will be further enhanced by:  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 Ver 1.0 Confidential Page 35 of 37
  36. 36. 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 Ver 1.0 Confidential Page 36 of 37
  37. 37. 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. Ver 1.0 Confidential Page 37 of 37

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