ANNEXURE-1 First Semester : Certificate in … First Semester : Certificate in Marketing Management & IT ... Departmentation; ... Human Resource Management-Text and Cases, 3/e (Ex

E:\CAMPUS DATA\2015\B.Voc Lucknow University Ordinance and Syllabus__25-8-2015\B. Voc. Ordinance-Marketing and IT.docx

ANNEXURE-1

First Semester : Certificate in Marketing Management & IT

1stYear : Diploma in Marketing Management & IT

First Semester:

Credit(s) SemesterExamination

InternalExamination Total

BVMIT 1.1Fundamentals of Business andManagement 5 70 30 100

BVMIT 1.2 Elements of Marketing Skills 5 70 30 100BVMIT 1.3 Accounting and Finance 5 70 30 100BVMIT 1.4 Business Communication Skills 5 70 30 100

BVMIT 1.5Fundamentals of Computers andInformation Technology 5 70 30 100

BVMIT 1.6Lab-Computers and InformationTechnology 5 70 30 100

Second Semester:

Credit(s)SemesterExamination


BVMIT 2.1 Internet & IT Services 5 70 30 100BVMIT 2.2 Human Resource Management 5 70 30 100BVMIT 2.3 Salesmanship 5 70 30 100BVMIT 2.4 Organizational Behaviour 5 70 30 100

BVMIT 2.5Sales and DistributionManagement 5 70 30 100

BVMIT 2.6 Survey Project 5 - - 100


2nd Year : Advanced Diploma in Marketing Management & IT

Third Semester :



BVMIT 3.1 Industrial Selling and Marketing 5 70 30 100BVMIT 3.2 Services Marketing 5 70 30 100

BVMIT 3.3Presentation and NegotiationSkills 5 70 30 100

BVMIT 3.4Management InformationSystems 5 70 30 100

BVMIT 3.5 Statistical Methods 5 70 30 100

BVMIT 3.6 Digital Marketing 5 70 30 100

Fourth Semester :



BVMIT 4.1 Consumer Behaviour 5 70 30 100

BVMIT 4.2Customer RelationshipManagement 5 70 30 100

BVMIT 4.3 Marketing Communications 5 70 30 100

BVMIT 4.4 Supply Chain Management 5 70 30 100

BVMIT 4.5 E-Business 5 70 30 100BVMIT 4.6 Research Project 5 - - 100


3rd Year : Bachelor of Vocation in Marketing Management & IT

Fifth Semester :



BVMIT 5.1 Marketing Research & IT 5 70 30 100

BVMIT 5.2 Rural Marketing 5 70 30 100

BVMIT 5.3Selling of Financial Productsand Services 5 70 30 100

BVMIT 5.4 E-Marketing 5 70 30 100

BVMIT 5.5 Managing Sales Force 5 70 30 100

BVMIT 5.6Corporate Internship cumViva-voce 5 - - 100

Sixth Semester :



BVMIT 6.1 Entrepreneurship 5 70 30 100BVMIT 6.2 Export Marketing 5 70 30 100

BVMIT 6.3 Event Marketing 5 70 30 100BVMIT 6.4 Strategic Management 5 70 30 100BVMIT 6.5 Retail Management 5 70 30 100BVMIT 6.6 Comprehensive Viva-Voce 5 100 100


BVMIT 1.1: FUNDAMENTALS OF BUSINESS AND MANAGEMENT

Unit I

Meaning, Nature and Importance of Business; A Glance on Business Environment-Economic,Socio-cultural, Political, and legal; Introduction to Business Organizations; Concept, featuresand Importance of Management; Management as a profession; Levels of Management; Role ofManagers; Managerial skills and competencies; Functional areas of Management.

Unit II

Concept of Planning, its type and steps; Goals, objectives, strategies; MBO; Concept ofForecasting and Decision-Making.

Unit III

Concept, meaning and nature of Organizing; Organization Structure; Formal vs InformalOrganisations; Departmentation; Span of Control; Authority and Responsibility; Line and StaffRelationships; Delegation and Decentralization; Importance of Coordinating, Staffing, Directingand Supervising.

Unit IV

Concept, nature and importance of leadership function; Leader vs Manager; Leadership Styles;Qualities of a good leader; Concept and Importance of Control; Types and Process ofControlling; Requisites for Effective Control Systems.

Recommended Texts:

1. Neeru Vashishtha : Principles of Management (Taxmann)2. Gupta, C. B. : Management (Sultan Chand)3. Rao, V. S. P. : Management (Excel Books)


BVMIT 1.2: ELEMENTS OF MARKETING SKILLS

Unit I

Meaning of Marketing and Marketing Management; Philosophies of Marketing; Core MarketingConcepts; Reasons for Changing Marketplace; Difference between Marketing and Selling;Marketing Management Tasks.

Unit II

Understanding Marketing Environment; Designing Marketing Plan; Segmentation, Targeting,and Positioning.

Unit III

Distinguishing aspects of Products & Services; Product Levels; Product Line and Mix; NewProduct Development Process; Product Life Cycle; Packaging; Consumer Adoption Process;Meaning of Marketing Channel; Functions of Channel Members; Skills for Handling ChannelMembers and Channel System.

Unit IV

Pricing Objectives; Factors influencing Pricing; Pricing Methods / Strategies; Promotional Mix;Advertising, Personal Selling, Sales Promotion, Publicity & Public Relations, Direct Marketing.

Recommended Texts :

1. Kotler Philip : Marketing Management (Pearson)2. Stanton William J. : Fundamentals of Marketing (TMH)3. Kotler & Armstrong : Principles of Marketing (Pearson)4. Ramaswami&Namakumari :Marketing Management (Macmillan)5. Rampal& Gupta : Cases & Simulations in Marketing Management

(Galgotia)6. Philip Kotler : Marketing Management : A South Asian Perspective

(Pearson)


BVMIT 1.3: ACCOUNTING & FINANCE

Unit I

Accounting concepts, conventions and principles; Accounting Equation, Mechanics ofAccounting: Double entry system of accounting, journalizing of transactions; ledger posting andtrial balance, preparation of final accounts.

Unit II

Ratio Analysis- solvency ratios, profitability ratios, activity ratios, liquidity ratios, marketcapitalization ratios

Unit III

Meaning, preparation of Funds Flow Statement, preparation of Cash Flow Statement, differencebetween Cash Flow and Fund Flow.

Unit IV

Concept of Finance, scope and objectives of finance, Profit maximization vs. Wealthmaximization, Functions of Finance Manager in Modern Age; Capital Budgeting Decisions,Calculation of NPV and IRR, Concept of Opportunity Cost, Cost of Preference and Equitycapital.

Recommended Texts:

1. Maheshwari&Maheshwari : A text book of Accounting for Management (Vikas)2. Mukherjee : Financial Accounting for Management (TMH)3. Pandey I. M. : Financial Management (Vikas, 2004, 10th Ed.)4. Khan and Jain : Financial Management (Tata McGraw Hill, 3rd Ed.)


BVMIT 1.4: BUSINESS COMMUNICATION SKILLS

Unit I

Meaning, Nature, Objectives, and Process of Communication; Types of Communication;Principles of Effective Communication; Barriers to Effective Communication and Methods toOvercome Them; Impact of Technology on Communication.

Unit II

Layout of Business Letters, Principles of Effective Letter and E-mail Writing, Types of BusinessLetters, Enquiries and Replies, Complaint and Follow Up, Record Keeping of BusinessCorrespondence, Personal Correspondence.

Unit III

Commercial Terms Used in Business, Basics of Listening and Speaking Skills, Tele CallingSkills, Video and Satellite Conferencing Skills, Interview Skills, Group Discussion Skills,Principles of Effective Presentation Skills, Presenting Sales Performance in Meetings, MakingEffective Presentation about Products and Services to Customers.

Unit IV

Meetings, Memoranda, Notices, Circulars, Agenda and Minutes, Sales Reporting, DraftingPricing Proposals for Sanction from Concerned Authority; Conferences, Public Relations, PressReleases, Trade Letters, Letters of Enquiry, Drafting Quotations and Tender, PromotionalLeaflet and Fliers for Clients.

Recommended Texts:

1. Sinha, K.K. : Business Communication (Taxman)2. Lehman, Dufrene& Sinha : Business Communication(Cengage)3. Sengupta : Business & Managerial Communication (PHI)4. Bovee, Thil et al. : Business Communication Today (Pearson)


BVMIT 1.5: FUNDAMENTALS OF COMPUTERS AND INFORMATIONTECHNOLOGY

Unit I

Computers: History and classification; Organization of Computers; Memory: Primary,Secondary, Virtual and Cache; Input devices: Keyboard, Mouse, Joy Stick, Light Pen, TouchScreen, Voice Recognition Device, MICR, OCR, OMR, Barcode Reader, Webcam, Touch Pad,Smart Card etc.; Output devices:VDU, Printer, Plotter, Speaker, projector etc.; Information: Definition, Characteristics &Interpretation.

Unit II

Meaning of Software; Relationship between Hardware and Software; Types of Software: SystemSoftware, Application Software, Firmware; Functions of System Software; Type of SystemSoftware: Operating Systems, Language Translators, Utility Programs, CommunicationsSoftware; Application Software.

Unit III

Introduction to MS-Word and Mail Merge; MS- Excel Graphs, Statistical Formulae, DataAnalysis and Formula Implementation; MS-PowerPoint for Creating Effective presentations;MS Access - Creating Databases and Basic Queries.

Unit IV

Network Topologies: Bus, Ring, Star, Tree etc; Type of Computer Network: LAN, MAN WAN.Network Medium: Wired and Wireless; Network Protocols: TCP/IP, Http, Ftp, Telnetetc.Introduction to www, Internet and its H/W & S/W requirements, Protocols governing to theworld wide web, ISP, Web browsers, Web server, Domain names, DNS, Search engines,Electronic Mail, e-commerce, Basics of HTML and its tags.

Recommended Texts:

1. P.K.Sinha : Computer Fundamentals (BPB Publications)2. V.Rajaraman : Fundamentals of Computers (PHI)3. Turban/McLean : IT for Management4. D.S.Yadav : Fundamentals of Information Technology (New Age l)5. AGI : Microsoft Office (John Wiley & Sons)


BVMIT 2.1: INTERNET & IT SERVICES

Unit I

Evolution of the Internet and the Growth of the World Wide Web; Client-Server Model;Architecture of the Intranet/ Internet /Extranet; Search Engines; Email: email clients, server andgateways; SMTP, POP3, IMAP & Webmail; File transfer – FTP; Remote login – telnet; www;http and https; SSL, SET.

Unit II

E-Commerce, E-Banking, E-Shopping, E-Advertising and E-Governance; Virus and Worms;Types of Viruses; Anti-Virus; Firewall and Anti-Spyware Utilities.

Unit III

Email, e-learning, Financial Services, Decision Support Systems, Inventory Management, etc.Introduction to ERP, Evolution of Enterprise Applications, Reasons for the growth of the ERPMarket, ERP Packages, Advantages and Problems of ERP Implementation, ERP and RelatedTechnologies.

Unit IV

ECRM – Meaning & Definition, Dimensions of ECRM, Nature of ECRM, Goals of ECRM,Advantages of ECRM.

Recommended Texts:

1. Balasubramaniyan : Essence of Customer Relationship Management (Learn TechPress)

2. Kaushik Mukerjee : CRM (PHI)3. Alexis Leon : Enterprise Resource Planning (Tata McGraw Hill)4. Godbole and Kahate : Web Technology (TMH)5. Raj Kamal : Internet and Web Technologies(TMH)


BVMIT 2.2: HUMAN RESOURCE MANAGEMENT

Unit I

Emergence of HRM; Traditional vs Modern HR; Modern HR Challenges; Qualities of a GoodHR Manager.

Unit II

Human Resource Planning – Meaning, Importance, Benefits, Process, Requisites andImpediments; Job Analysis; Job Description; Job Specification.

Unit III

Recruitment, Selection, Placement and Induction; Training and Development – Challenges andMethods; Training the Sales Force; Executive Development; Promotions and Transfers;Managing Careers, Career Stages, Succession Planning.

Unit IV

Performance Management– Need and Importance; Corporate Appraisal Methods; HRCompensation; Organisational Exit; Exit Interviews.

Recommended Texts:

1. Rao, V. S. P. :Human Resource Management-Text and Cases, 3/e (Excel)2. Snell, Bohlander, Vohra :HRM-A South Asian perspective (Cengage)3. Gupta, C. B. :Human Resource Management (Sultan)4. Sarma, A. M. :Personnel & Human Resource Management (HPH)


BVMIT 2.3: SALESMANSHIP

Unit I

Concept, Nature, Scope and Importance of Salesmanship; Functions of a Salesperson;Qualities of a good salesman – Physical traits, Mental traits, Social traits and character traits;Understanding buying motives of customers.

Unit II

Prospecting, Pre-approach, Approaching the customer, Collecting the information. Presentationand Demonstration of merchandise, Handling Obstacles & Objections, Closing the sale, Aftersales service, Building future sales, Effective Sales Dialogue, Using Web Resources to SupportSales Process.

Unit III

Purpose of Sales Organization, Setting up a Sales Organization, Basic Types of SalesOrganization Structures, Schemes for Dividing Line Authority in the Sales Organization.

Unit IV:

Types of Personal Selling Objectives, Analyzing Market Potential, Market Indexes, SalesPotential and Sales Forecasting, Sales Forecasting Methods, Evaluation of Forecasts.

Recommended Texts:

1. Still, Cundiff&Govani : Sales Management (Pearson)2. Anderson, Hair & Bush : Professional Sales Management(McGraw Hill)3. Sahu&Raut :Salesmanship and Sales Management (Vikas)


BVMIT 2.4: ORGANIZATIONAL BEHAVIOUR

Unit I

Concept and Determinants of OB; Developing an OB Model; Challenges and Opportunities forOB; Contributing disciplines to OB – Psychology, Social Psychology, Sociology, andAnthropology etc.

Unit II

Development of Personality, Personality Traits; Approaches to Learning, Reinforcements,Perception – Perceptual Process, Perceptual Organization, and Interpretation; Attitude..

Unit III

Theories of Motivation – Maslow’s hierarchy of Needs, Herzberg’s Motivation Hygiene Theory,McClelland Theory of Needs, Vroom’s Expectancy Theory, Equity Theory, Goal SettingTheory.

Unit IV

Transactional Analysis Johari Window; Power, Sources and Bases of Power, OrganizationalCulture.

Recommended Texts :

1. Robbins S : Organizational Behaviour (PHI)2. Luthans F : Organizational Behaviour (McGraw Hill N.Y.)3. Aswathapa K : Organizational Behaviour (Himalaya)4. Kavita Singh : Organizational Behaviour: Text and Cases (Pearson)


BVMIT 2.5: SALES AND DISTRIBUTION MANAGEMENT

Unit I

Buyer-Seller Dyads, Diversity of Personal Selling Situations, Theories of Selling, Contemporaryissues in selling (Relationship selling, Account Relationship Management, Sales Ethics), Roleand Importance of Distribution in Selling.

Unit II

Marketing Channel, Types of Intermediaries, Objective of Marketing Intermediaries, Function ofMarketing Channel, Contemporary Channel Scenario in India,

Unit III

Steps in Channel Design, Selecting, Motivating and Evaluating Channel Members, ChannelManagement, Vertical Marketing System, Horizontal Marketing Channel, Multi-ChannelMarketing System; Channel Conflict.

Unit IV

Physical Distribution : concept components and objectives, Modes of Transportation,Warehousing, Inventory Management, Impact of IT on Physical Distribution, Implication ofSupply chain Management in Physical Distribution, Developing and Implementing MerchandizeStrategies.

Recommended Texts :

1. Still, Cundiff&Govoni : Sales Management2. Matin Khan : Sales and Distribution Management3. Gupta : Sales and Distribution Management4. G. Raghuram : Logistics and Supply Chain Management


BVMIT 3.1: INDUSTRIAL SELLING AND MARKETING

Unit I

Nature and scope of Industrial Marketing; Difference between Consumer Markets and BusinessMarkets; Importance of Industrial Marketing; Buying Motives of Industrial Consumer; Factorsinfluencing Industrial Buying: Buying Roles; Industrial Buying Decision Process; The Buy GridModel.

Unit IIClassification of Industrial Products; Managing Industrial Product Line; Industrial Products:pricing across product life cycle.

Unit III

Channel decision for industrial products; Industrial purchasing system- Auction, Documentation,Bids, order placement, follow up, receipts.

Unit IV

Promotion for Industrial products – Sales appeal, Publicity & sponsorships, Trade shows,exhibits, Catalogs, Samples, promotional letters, Promotional novelties.

Recommended Texts :

1. Reeder & Reeder: Industrial Marketing (PHI)2. Hill, Cross : Industrial Marketing (AITBS)3. Gross, Banter : Industrial Marketing (AITBS)4. Govindrajan : Industrial Marketing (Vikas)5. Havaldar : Industrial Marketing (TMH)6. P K Ghosh : Industrial Marketing (Oxford)


BVMIT 3.2: SERVICES MARKETING

Unit I

Introduction to Services; characteristics of Services; Classification of Services; Differencebetween goods and services marketing; Reasons for growth of Service Sector; Role of Servicesin Economy.

Unit II

Determinants of Service Quality with core features; Customer Expectation of Services; Levels ofExpectation; zone of tolerance; Factors influencing customer satisfaction; SERVQUAL model ofcustomer satisfaction; Gaps model for improving service quality; Strategies for influencingcustomer perception.

Unit III

7Ps of Service Marketing Mix; Stages in New Service Development; Customer defined Servicestandards: Hard and Soft standards; Physical Evidence and the Servicescape; Managing ServiceDemand; Service promotion strategies; Pricing of Services.

Unit IV

Employee’s role in Service Delivery; Customer’s role in service delivery; Role of technology inService Delivery; Customer Service Recovery.

Recommended Texts :

1. Zeithaml :Services Marketing (Galertig)2. Rampal, Gupta :Services Marketing (Galertig)3. Shankar : Service Marketing – Indian Context (Excel Books)4. Lovelock :Services Marketing : People, Technology & Strategy (Addison Wesley)


BVMIT 3.3: PRESENTATION AND NEGOTIATION SKILLS

Unit I

Verbal and Non-verbal communication skills. Oral communication tool kit: Language,Paralanguage (tone, volume, pitch, voice inflection, articulation, tempo/pacing, fluency) Kinesics(Facial Expression, Posture, Gesture), Oculesics, Haptics, Proxemics, Chronemics, Appearanceand Artifacts.

Unit II

Guidelines for effective communication during sales presentation; Application of AIDAS theoryof selling in sales presentation, Writing Basic outline of presentation, Need discovery: throughinformation-gathering and probing questions), Creating humor.

Unit III

Effective sales demonstration, Action taken during sales demonstration; Dealing with questions,Encouraging discussion, Negotiation in Selling; Negotiation as process; Situational Factorsfavoring negotiation; Common types of buyers’ concerns.

Unit IV

Specific methods for negotiating buyers’ concern. General strategies for negotiating buyers’concern; How to deal with Price Concerns; Negotiation in customer complaints.

Recommended Texts :

1. Robbins S : Organizational Behaviour (PHI)2. Aswathapa K : Organizational Behaviour (Himalaya)3. Manning, Ahearne, Reece:Selling Today (Prentice Hall)4. Still, Cundiff, Govoni : Sales Management (PHI)


BVMIT 3.4: MANAGEMENT INFORMATION SYSTEMS

Unit I

Fundamentals of Information Systems, Types of Information Systems, Effectiveness andEfficiency Criteria in Information System, Information Systems in Business, Solving BusinessProblems with Information Systems.

Unit II

Definitionof Management Information System, MIS versus Data processing, MIS & DecisionSupport Systems, MIS & Information Resources Management, End user computing, Structure ofManagement Information System.

Unit III

Developing Business/IT Strategies; Planning Fundamentals; Implementing Changes; DevelopingBusiness/IT Solutions; Developing Business Systems; Implementing Business Systems; RealWorld Cases.

Unit IV

Internet & electronic commerce; Intranet, Extranet & Enterprise Solutions; Information Systemfor Business Operations; Information System for Managerial Decision Support; InformationSystem for Strategic Advantage. Enterprise &Global Management, Security & EthicalChallenges, Planning & Implementing Changes.

Recommended Texts :

1. O Brian : Management Information System(TMH)2. O Brian : Introduction to Information System(McGraw Hill)3. Jawedekar : Management Information Systems (TMH)4. Murdich : Information System for Modern Management(PHI)


BVMIT 3.5: STATISTICAL METHODS

Unit I

Nature and Scope of Statistics, Role of statistics in business; Arithmetic Mean, Median, Modeand their implications; Meaning of Dispersion and Applications of Standard Deviation;Skewness and Kurtosis

Unit II

Meaning, Significance and uses of Correlation and Regression Coefficient, Various methods ofcalculating Correlation Coefficient. Regression Analysis, Regression Equation as a predictingtool in Business.

Unit III

Concept of Time Series, Various methods, Trend Analysis and its business application, Conceptof Index Numbers and its importance in business Studies.

Unit IV

Concept of Probability and Applications of Binomial, Poisson and Normal Distribution.;Formulation of Hypothesis, Null hypothesis and Level of significance, Type-I and Type-II Error,Application of Student‘t’ Test, Chi-Square Test.

Recommended Texts:

1. S P Gupta : Statistical Methods (Sultan Chand)2. Shenoy and Pant : Statistical Methods (Macmillan)3. Bhardwaj : Business Statistics (Excel)4. KiranPrakashan: Pearson Guide to Quantitative Aptitude (Pearson)


BVMIT 3.6: DIGITAL MARKETING

Unit I

Concept of Digital Marketing; Importance of Going Digital; the Grehan’s 4Ps of DigitalMarketing; the changing landscape of marketing due to digital

Unit IITools for customer Persuasion; Tools for effectively distributing the products; E-retailing, 3DPrinting; Pay What you Want; Price Comparison tools.

Unit III

Online Advertising; Online PR; Social Media and Consumer Engagement: Different forms ofsocial media, rules of engagement; Email-Marketing: Do’s and Don’ts; Mobile marketing;Advergaming; Google Adwords (introduction)

Unit IV

New technologies in Digital marketing: Blogs, Micro-blogs, Video-sharing, Social Networks,Social bookmarking, Wikis, Podcasts, Forums, Widgets; Search Engine Optimization(introduction); Online Revenue Generation: Online sales revenue, Affiliate marketingcommissions, subscriptions, pay-per-click, etc.

Recommended Books:

1. Ryan, Jones : Understanding Digital Marketing (Kogan Page)2. Trengov, Malczyk, Beneke : Internet Marketing (GetSmarter)3. Loudon and Loudon : Management Information Systems (Pearson)4. Annmarie, Joanna : Quickwin Digital Marketing (Prentice Hall India)5. Mullen : Email Marketing (Wiley India)6. Perry Marshall : The Ultimate guide to Google AdWords (Entrepreneur

Press)


BVMIT 4.1: CONSUMER BEHAVIOUR

Unit I

Consumer behaviour: Concept, Scope, Importance; Approaches to study consumer behaviour;Applications of Consumer Behaviour; Organizational Buying Behavior

Unit II

Consumer Motivation; Consumer personality; Consumer perception; Consumer learning;Consumer attitude; Reference groups; Family influences; Social class; Culture; OpinionLeadership.

Unit III

Levels of consumer decision-making; Models of Consumer decision-making: Economic Model,Nicosia model, Howard-Sheth model, Engel-Kollat-Blackwell model of Consumer DecisionProcess.

Unit IV

Changing pattern of Indian Consumption behavior; Drivers of Change; Mall culture of younggeneration consumers; New Consumption Patterns; Socio-cultural factors affecting consumerbehaviour; Rural vs. urban consumer behavior.

Recommended Texts :

1. Schiffman&Kanuk : Consumer Behavior (Pearson)2. Hawkins, Best & Coney : Consumer Behavior (TMH)3. Batra&Kazmi : Consumer Behavior an Indian Perspective4.Suja Nair : Consumer Behavior & Marketing Research (HPH)5. RamanujMajumdar :Consumer Behaviour – Insights from Indian Market (PHI)6. Hoyer :Consumer Behaviour (Cengage)


BVMIT 4.2: CUSTOMER RELATIONSHIP MANAGEMENT

Unit I

Concept of CRM; Reasons for the growing importance of CRM; Customer Acquisition toCustomer Loyalty; Relationship Marketing; Types of CRM Programmes; Customer Loyalty.

Unit II

Customer Profiling; Strategies for Key Customers; Campaign Management; Personalization;Cross-selling and Up-selling; Sheth & Parvatiyar CRM Process framework.

Unit III

Economics of CRM : Customer Lifetime Value (CLV), Measuring Customer RelationshipEquity, Customer Acquisition costs; Building Customer centricity; Enhancing Customer Value;CRM and Customer satisfaction

Unit IV

The Customer Lifecycle; Role of CRM in pre-purchase, purchase, usage, and re-purchase stages;Role of CRM in winning-back lost customers; Sales Force Automation; RelationshipManagement strategies; Implementing CRM; eCRM.

Recommended Texts :

1. Mukherjee :Customer Relationship Management – A Strategic Approach (PHI)2. Sheth :CRM – Emerging concepts (McGraw Hill Ed)3. Dyche : Customer Relationship Management (Pearson)4. Chaturvedi :CRM – An Indian Perspective (Excel Books)5. Alok Kumar :Customer Relationship Management (Bizantra)6. Bhasin :Customer Relationship Management (Dreamtech Press)


BVMIT 4.3: MARKETING COMMUNICATIONS

Unit I

Nature & Importance of Marketing Communications, Promotion-mix, Integration of MarketingCommunications, Models of Persuasive Communication.

Unit II

Concept of Advertising; Ad Layout – Stages and Principles; Ad Copy : Formats andVisualization ; Development of Messages ; Appeals & Selling Propositions ; Creative Strategy;Cultural impact on ad creativity.

Unit III

Ad Campaign Planning ; Objective Setting (DAGMAR) ; Ad Appropriation ; Nature and Typesof Media: Merits and Demerits; Media Planning & Strategy; Media Selection; Ad Routing &Scheduling; Measuring Effectiveness.

Unit IV

Personal Selling; Publicity: Concept and Importance; Public Relations: Concept and Tools;Concept of Direct Marketing; Sales Promotion: Concept and Tools; Use of Internet in IMC.

RecommendedTexts:

1. Belch and Belch : Advertising and Promotion (TMH)2. Kotler Philip : Marketing Management (Pearson)3. Aaker, Batra Rajeev & Myers:Advertising Management (PHI)4. Tom Duncan : Principles of Advertising & IMC (TMH)5. Chunawalla&Sethia : Foundations of Advertising (HPH)6. Manendra Mohan : Advertising (TMH)


BVMIT 4.4: SUPPLY CHAIN MANAGEMENT

Unit I

Basic Concept & Philosophy of Supply Chain Management, Essential features, Key issues inSCM, Benefits of SCM, Role of Computer / IT in Supply Chain Management, CRM Vs SCM.

Concept and meaning of Inventory; Need of holding inventories; Types of inventories – Directand Indirect inventories; Inventory decisions; Costs of holding inventories; Valuation ofinventories – Average Cost Method, Base Stock Method, FIFO method and LIFO method.

Unit II

Concept of inventory management; Objectives of inventory management; Benefits of inventorymanagement; Characteristics of an inventory system; Need for inventory control; Inventorycontrol techniques – ABC Analysis, Basic EOQ model, VED Analysis.

Unit III

Supply chain management v/s logistics; Role of logistics in supply chain, objective and functionsof logistics; Logistics outsourcing – its benefits; Third Party and Fourth Party logistics; Reverseand Global logistics; Role of IT in Logistics; E-procurement; Warehousing management.

Unit IV

Centralized and decentralized purchasing, Functions of purchase department and purchasepolicies, Use of mathematical models for vendor rating and evaluation, Single vendor concept.

Recommended Texts:

1. D.Chandra Bose : Inventory Management (PHI)2. Raghuram&Rangaraj : Logistics and SCM (McMillan)3. B.S. Sahay : SCM in Global Competitiveness (McMillan)4. Ballou & Srivastava : Business Logistics / Supply Chain Management (Pearson)5. Vinod V. Sople : Logistics Management(Pearson)


BVMIT 4.5: E-BUSINESS

Unit I

Electronic means of Business, E-business and regular business, Electronic Commerce vsElectronic Business, E-Business categories, Benefits & Limitations of E-business, E- Businessmodels, Value Chains in Electronic Commerce, Web Based Tools for ElectronicBusiness.Electronic Data Interchange (EDI), EDI Components & its Communication Processes.

Unit II

Security Overview, Threats associated with Electronic Business, Types of frauds in ElectronicBusiness, Introduction to Encryption, Symmetric and Asymmetric Encryption techniques, PublicKey & Private Key, Digital Signatures & Digital Certificates, Security Protocols such asHTTPS, SSL, SET, Firewalls & its types, Virtual Private Networks, Public Key Infrastructure(PKI) for Security.

Unit III

Introduction to e-Money, Electronic Payment System & Its types, Use of Smart Cards, StoredValue cards and Electronic Payment Systems, B2B Electronic payments, Infrastructure Issuesin EPS, Electronic Fund Transfer.

Unit IV

Resources required for building an E-Business based website, Business Models & RevenueModels over Internet, E-Governance, Introduction to M-Commerce, E-CRM, E-Supply ChainManagement, ERP Packages, e-Procurements, Handling ethical issues in e-business

Recommended Texts:

1. Kalakota, Robinson : E-Business (Pearson)2. Kulkarni : E-Business (Oxford)3. Bhaskar Bharat : Electronic Commerce-Technologies and &Applications

(TMH)4. Christopher, J. & Clerk : Global E-Commerce (University Press)


BVMIT 5.1: MARKETING RESEARCH & IT

Unit I

Introduction to Marketing Research; Types of Marketing Research; Role of Marketing Researchin Marketing decision-making; Steps in Marketing Research process; Ethical issues in MarketingResearch process.

Unit II

Problem definition; Research designs; Types of Data; Data Collection Methods; ScalingTechniques, Sampling Techniques.

Unit III

Correlation and Regression techniques; Discriminant Analysis; Factor Analysis (concept only);Cluster analysis; Conjoint analysis; Analysis of Variances ANOVA (Concepts only).

Unit IV

Marketing Intelligence Systems; Role of IT in Market Scanning, Identifying market segments,Developing New Products, Test Marketing, Advertising Research, understanding consumerbehavior and development of feedback systems.

Recommended Texts :

1. Naresh K. Malhotra :Marketing Research (PHI)2. Aaker, Kumar, Day :Marketing Research (Wiley)3. Luck & Rubin :Marketing Research (PHI)4. Crawford : Marketing Research and Information Systems (FAO)


BVMIT 5.2: RURAL MARKETING

Unit I

Concept of Rural Marketing; Rural Market Environment; Characteristics of Rural Markets;Profile of Rural Demand; Growth and Development of Rural Market; Urban vs. Rural marketing,Constraints in Rural Marketing.

Unit II

Rural Consumer Behaviour – Buyer Characteristics, Decision Process, and Behaviour Patterns,Evaluation Procedure, Brand Loyality, Innovation Adoption; Changing Pattern of RuralDemand; Opinion Leaders.

Unit III

Need for Rural Market Segmentation; Bases for Market Segmentation; Thompson Rural MarketIndex; Targeting; Selection of Segments; Rural Positioning.

Unit IV

Product Strategy for Rural Markets, Product Mix and Product Item Decisions.; PricingStrategies; Distribution Strategies; Promotion Strategies; Information System for RuralMarketing.

Recommended Texts :

1. Krishnamoorthy : Introduction to Rural Marketing (HPH)2. Badi and Badi : Rural Marketing (HPH)3. Krishnamacharyulu& Ramakrishna : Rural Marketing (Pearson Education)4. Velayudhan : Rural Marketing (Response Books)


BVMIT 5.3: SELLING OF FINANCIAL PRODUCTS AND SERVICES

Unit I

Management of financial services, Understanding the financial products, Overview of variousfinancial services in India, Non-Banking Finance Companies (NBFCs) – Classification ofActivities of NBFCs- Fund Based Activities – Fee Based Activities – Concepts, Growth andTrends of Fee Based and Fund Based activities, Credit Rating Agencies in India.

Unit II

Meaning, Advantages, various types of insurance, Process of Conversion of Cold Call to FinalSale, Introduction to IRDA – Objective & its function.

Unit III

Meaning, History & Current Market Scenario – Indian & Global, Types of Mutual Funds, DebtFunds & Types of Schemes, Types of Equity Funds/Growth Funds, Concept of Hybrid Funds,Factors to be considered before pitching the mutual fund products to investors.

Unit IV

Meaning of Banking Business, Introduction to various bank products & its selling,Cross Selling Concept, Impact of Technology on Banking Marketing.

Reference Texts:1. Khan M.Y. : Financial Services(Tata Mc Graw Hill)2. Kohak M. A. : Financial Services in India(Digvijay Publication)3. I. M. Pandey : Venture Capital – The Indian Experience (Prentice Hall India)4. J. K. Dietrich : Financial Services and Financial Institutions(Prentice Hall India)5. V. A. Avadhani : Financial Services and Markets(Himalaya Publishing House)6. P. K. Sahoo : Financial Services and Markets (Himalaya Publishing House)7. B. L. Mathur : Changing Profile of Financial Services(Bookman Associates)8. Dr. J. C. Verma : Credit Rating(Bharat Publication)


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BVMIT 5.4 : E-MARKETING

Unit I

Adding Online Power to Marketing Mix; New Paradigms of Online Marketing; MarketingOpportunities on the Internet; Web Business Models.

Unit II

Online Marketing to Individuals; Online Consumer Behaviour; Demographic Profile of WebUsers; Interactive Advertising and its Effectiveness; Building Online Communities; Marketingresearch Online; Customer Service and Support Online; Competitive research Online; MeasuringResults from Online Marketing.

Unit III

Concept of Internet Time and Its Business Implications; New Product Development on the Net;Brand Building on the Net; Building Web Traffic; Building Relationship with Online Customers.

Unit IV

Pricing on the Internet; E-tailing; Legal Issues for Marketers; B2B Exchanges and their BusinessPotential; Recent Advances in E-marketing.

Recommended Texts :

1. Brannstein and Levine :Deep Branding on the Internet ( Pearson Education)2. Hanson :Principles of Internet Marketing(South Western)3. Kalakota, Robinson : E-Business (Pearson)4. Kulkarni : E-Business (Oxford)


BVMIT 5.5: MANAGING SALES FORCE

Unit I

Objectives and Importance of Sales Force, Impact of Environmental Factors on Sales Force;Activities involved in Sales Force Management, Sales Job Analysis, Description andSpecifications.

Unit II

Organization for Recruitment and Selection, Sources of Sales Force Recruits, The RecruitingEffort, Pre-interview Screening and Preliminary Interview, Formal Application Form, Interview,Psychological Tests, Credit Checks and References, Physical Examination.

Unit III

Defining Training Aims, Deciding Training Content, Selecting Training Methods, Organizationfor Sales Training, Evaluating Sales Training Programs.

Unit IV

Importance of Motivation, Motivational Theories; Motivational Techniques- Monetary and NonMonetary; Compensating Sales Personnel; Managing Expenses of Sales Personnel; SalesMeeting; Sales Contests; Sales Budget, Sales Quotas, Sales Territories, Sales Control and CostAnalysis, Sales Reporting.

Recommended Texts :

1. Spiro, Stanton & Rich : Management of a Sales Force (Tata McGraw Hill)2. Still, Cundiff&Govani : Sales Management (Pearson)3. Anderson, Hair & Bush : Professional Sales Management (McGraw Hill)


BVMIT 6.1: ENTREPRENEURSHIP

Unit I

Meaning, Definition and concept of Enterprise and Entrepreneurship, Characteristics and Skillsof Entrepreneurship, Factors affecting Entrepreneurship, Issues and Challenges beforeEntrepreneurs, Institutional Support to Entrepreneurship.

Unit II

Women Entrepreneurship, Social Entrepreneurship, Rural &Agri Entrepreneurship, FamilyBusiness Entrepreneurship, Service Entrepreneurship, Tourism & Hospitality Entrepreneurship,Essentials to Avoid Unsuccessful Entrepreneurship

Unit III

Marketing, Export ,Human Resource Management , Supply Chain Management , Finance &Account

Unit IV

Forms of Business Ownership, Issues in selecting forms of ownership, Environmental &feasibility Analysis, Identifying problems and opportunities, Defining Business Idea, PlanningBusiness Process, Steps in Business Establishment, Project Report Preparation

Recommended Texts:

1. Hisrich Robert D. & Peters Michael P : Entrepreneurship (Deep & Deep)2. Badi R. V., Badi N.V : Entrepreneurship (Vrinda)3. Desai, Vasant : Dynamics of Entrepreneurial Development &

Management (HPH)4. Khanka S. S. : Entrepreneurial Development (S. Chand)5. C.B. Gupta & N. P. Srinivasan : Entrepreneurial Development (Sultan Chand)6. Desai, Vasant : Project Management (HPH)7. Sontakki : Project Management (HPH)


BVMIT 6.2: EXPORT MARKETING

Unit I

Introduction to Export Marketing, Importance of Exports for a Nation and a Firm , Differencebetween Domestic Marketing and Export Marketing ,Motivations for Export Marketing , Presentproblems faced by Indian Exporters , Reasons for India’s poor share in World Trade, Tariffs andNon-tariff barriers in International trade.

Unit II

Identifying Foreign Markets – Factors for Selecting Foreign Markets ,Product PlanningStrategies for Exports , New Product Development Process , International Product Life Cycle,Export Pricing ,Methods of entry in Foreign Markets ,Channels of Distribution in ExportMarkets, Product Promotion in Export Markets

Unit III

Aligned Documentation System, Commercial Invoice, Shipping Bill, Certificate of Origin,Consular Invoice, Mate’s Receipt, Bill of Lading, GR Form , Import Documents, TransportDocuments , Bill to Entry, Certificate of Inspection , Certificate of Measurements ,FreightDeclaration.

Unit IV

Steps in Export Procedure, Export Contract, Forward Cover, Export Finance, Excise Clearance,Pre-shipment Inspection, Marine Insurance, Role of Clearing and Forwarding Agents, Shippingand Customs Formalities, Customs EDI System , Negotiation of Documents , Realization ofExports Proceeds.

Recommended Texts:

1. Balagopal : Export Marketing (HPH)2. Nabhi Publications : Export Documentation and Procedures3. Kapoor : Export Management(Vikas Publishing)4. Varshney& Bhattacharya : International Marketing Management (S. Chand & Sons)


BVMIT 6.3: EVENT MARKETING

Unit I

Definition of Events, Event Management, 5 C’s of Events; Size of Events; Types of Events; TheEvent team; Events as a Marketing Tool; Key Elements of Events; Code of Ethics.

Unit II

Developing the Concept of Event, Analysis of Concept;Designing the Event; Logistics Planning;Keys to Success; SWOT Analysis.

Unit III

Aims of Event, Developing a Mission, Establish Objectives, Preparing Event Proposal, Stagingand Staffing.

Unit IV

Nature of Event Marketing, Process of Event Marketing, The Marketing Mix, Sponsorship;Promotion- Image/Branding, Advertising, Publicity, Public relations, Managing team, GroupDevelopment, Managing Meeting, Budget, Break-Even Point, Security, Crowd Management,Incident Reporting, Monitoring and Evaluation of Event Performance.

Recommended Texts:

1. Wagen& Carlos :Event Management (Pearson)2. Shone &Parry : Successful Event Management (Cengage Learning)3. Goldblatt, J. :Special Events: Twenty-First Century Global Event Management.

(Wiley Publication)4. Allen, J. et. Al :Festival and Special Event Management (Wiley Publication)5. Gaur &Saggere : Event Marketing and Management (Vikas)


BVMIT 6.4: STRATEGIC MANAGEMENT

Unit I

Concept of Strategy; Schools of strategic process; Vision, Mission, Objectives and Goals, Long-range, Medium-range and Short-range planning; Strategic Levels; Fundamental model ofstrategic management.

Unit II

Environmental Analysis (PESTLE, Porter’s Diamond, Structural Analysis, Life Cycle Model,Strategic Group Analysis); Strategic alternatives; Value Chain Analysis, Portfolio Analyses.

Unit III

Generic Strategies (Cost based leadership, Differentiation, Focus); Bowman’s Strategic Clock; AFramework for Competitor Analysis (Competitors’ Response Profile); Strategic Options;Evaluation and Selection (Suitability, Feasibility and Acceptability).

Unit IV

Organisational structure and design as a part of strategy; Strategic Control (Premise control,Implementation Control, Strategic Surveillance and Special Alert control); Managing Strategicchange.

Recommended Texts:

1. Kazmi : Business Policy and Strategic Management(TMH)2. Pierce, Robinson : Strategic Management (McGraw Hill)3. Thompson : Strategic Management (TMH)4. Porter : Competitive Strategy (Free Press)


BVMIT 6.5: RETAIL MANAGEMENT

Unit I

Concept of Retailing; Retailer’s Role in the Distribution Channel; Functions Performed byRetailers; Types of Retailer; Nonstore Retail Format; Retailing Formats; Factors affectingRetailing in India, Benefits of Organised Retailing, Retailing Opportunities in India.

Unit II

Importance of Location to Retailer; Choosing Retail Store Location; Factors Determining theLocation of Store; Location Costs; Types of Retail Location; Retailing Store Front Alternatives;Trading Area Analysis; Estimating demand for a new location; Layout, Principles of storelayout; Types of layout.

Unit III

Operations Blueprint; Store Format; Size and Space Allocation; Personnel Utilization; StoreMaintenance; Energy Management and Renovations; Inventory Management; Store Security;Insurance; Supply Chain and Logistics in Retail Operations; Significance of Retail Image;Atmospherics; Handling Customer Complaints; Service Delivery; Planning a Retail PromotionalStrategy.

Unit IV

Responsibilities at the Store Level; Human Resource Management; Receiving Merchandise;Displaying Merchandise; Protecting Merchandise; Controlling Shrinkage; Identity; HandlingRejections; Customer Services; Administrative Functions; Verification of Physical Stock;Evaluating Store Performance; Retail Selling; Computerization, Financial OperationsManagement.

Recommended Texts :

1. Barry Berman, Joel R. Evans : Retail Management A Strategic Approach( Pearson Education)

2. Levy, Weitz : Retail Management (McGraw Hill)3. A. J. Lamba : The Art of Retailing (Tata McGraw Hill)4. Gibson G. Vedamani : Retail Management (Jaico Publishers)5. Bajaj, Tuli, and Srivastav : Retail Management (Oxford)6. Strauss, El- Dusary, Frost : E Marketing ( Pearson)