CM-01 PG Diploma in Marketing Management (PGDMM)

Centre for Distance Education & Open Learning (CDEOL), Assam University, Silchar. INDIA. CM-01 PG Diploma in Marketing Management (PGDMM) Course Coordinator: DR.BRAJESH KUMAR E-Mail: bpjc08@rediffmail.com Phone: Office: Library Science Building, AUS. Office Hours: 2-5 pm. PG Diploma in Marketing Management (PGDMM) 1

Overview This two-semester PG Diploma course in Marketing Management has been designed keeping in mind the growing demand among students and professionals for specialized courses in this emerging area within management studies. It provides a holistic view of the theoretical as well as practical aspects of Marketing Management. Objectives The PG Diploma programme is to familiarize students in the field of Marketing Management and to enhance awareness on its role in different sectors as well as to upgrade the skills and competencies of those who are working in media organizations without formal training. The other objectives of the course are: 1. To provide students with an insight into the concept and relevance of Marketing Management in today s world. 2. To train students in the theoretical and practical components of Marketing Mnagement 3. To familiarize students to the ethical dimensions of Marketing Mnagement. 4. To develop technical skills of students in different tools of Marketing Mnagement skills required to conceptualize, plan and execute events of various kinds. 5. To prepare well-trained Marketing Mnagement professionals to meet the challenges of a rapidly changing world maintaining the ethical mores and responsibility towards society. Eligibility Graduates in any discipline, with or without major/honoursfrom any Indian University or Universities from abroad with UGC recognition, and is an Indian national and above the age of 18 years can apply for the course. Evaluation The University will have a multi-tier system of evaluation of every paper, except the dissertation. 1. Continuous evaluation mainly through assignments that are tutor-marked, practical assignments and seminar/ workshops/extended contact programmes. (25 marks) 2. The term-end examinations. (75 marks) 3. Project work/dissertation. (100 marks) Draft Syllabus for PG Diploma in MarketingManagement (PGDMM) PG Diploma in Marketing Management (PGDMM) 2

Semester I Paper I: Principles of Management (PGDMM 01) 1. Management Concepts: Definitions, nature and scope of management; Management as science or art. Role of manager and his social responsibility; Evolution of management thought: Classical theory, Neo-classical theory (Human Relations approach), Behavioral approach, Contingency Theory, Systems approach: close system versus open system, sub systems. Planning: Fundamentals of planning, types of plans, objectives, policy and strategy and forecasting. Organizing and Decision Making: Nature and types of organization, concept and forms of organization structure, span of management, line and staff authority,, delegation, centralization and decentralization of authority, Process of delegation, steps for effective delegation, decentralization- meaning and importance, decision making process, Group Decision making,, creative problem solving etc. Coordination: Meaning and importance, causes of difficulty in coordination, Coordination as the essence of management, Techniques of an effective coordination. Control: Meaning and importance of control, relation between planning and control, process of control- setting objectives, establishing standards, measuring performance and corrections, Types of control- Feed forward control, PG Diploma in Marketing Management (PGDMM) 3

concurrent control, feed back control, MBO: (MBO): Concept, Process and Importance. Management by objectives 1.Koontz and O Donnell, Principles of Management: An Analysis of Management Functions, TMH. 2. C.B.Gupta, Management Concepts & Practices, Sultan Chand. 3. Franklin Terry, Principles of Management, AITBS Publishers and Distributors. 4. Shejwalkar, P.C, Principles and Practices of Management, Everest Publishing House. 5. Diwan, Parag, Management Principles and Practices, Excel Books. 6. Anderson, D. R., An Introduction to Mnagement Science, Thomson Publishing. 7. Agarwal, S.N., Changing Scenario in Mnagement, Rajat Publishing 8. Baporikar,N.,CaseMethod-Cases in Management, HimalayaPublishingHouse 9. Baporikar,N.,Emerging issues in Management, Excel Books 10. Batra,Mnagement Wisdom, Think INC Paper II: Principles of Marketing Management (PGDMM 02) Introduction to Marketing Management: Marketing concepts, nature and scope of marketing, role of marketing, Marketing environment and marketing management in changing context, marketing mix, New issues in marketing: retailing, brand management, E- marketing, Customer relationship marketing, green marketing, globalisation and consumerism. Marketing strategy: Market segmentation, Targeting and Positioning,.Marketing Research and MIS, Importance and determinants of consumer behavior, Buying decision process and industrial buying behaviour. Product Mix: Decisions and strategies, branding, brand Myopia, branding strategies, Product life cycle and new product development; pricing: objectives, methods and strategies. PG Diploma in Marketing Management (PGDMM) 4

Nature and Importance of Distribution Channels: Channel management, selection, motivation, co-operation and conflict management, intensity of distribution, vertical marketing system. Promotional Decisions: Promotion mix- advertising, sales promotion, personal selling and publicity; direct marketing; 1. Kotler, Philip, Marketing Management- Analysis, planning and control, PHI. 2. Saxena, Rajan, Marketing Management, TMH. 3. Stanton William J. and Charles Futnell, Fundamentals of Marketing, TMH. 4. Ramaswamy, V.S. and Namakumari S., Marketing Management, Macmillan India Ltd. 5. Kotler& Keller, Marketing Management, 13th Edition, PHI. 6 Armstrong G.,.Marketing San Introduction, Pearson Education 7. Batra, R., Advertising Mnagement, PHI 8. Kumar, B.A., Marketing Management, Vayu Publishing 9. Basotia,S., Marketing Management, ABD Publishing 10. Batata, G.S., Management Idea In Action, Think INC Paper III: Business Economics (PGDMM 03) Fundamentals of Business Economics: Meaning, nature, scope and role in decision making, Economics and Managerial Economics, Role of the managerial economist, Basic economic concepts such as opportunity cost, marginal analysis, time perspective principle, discounting principle, equi-managerial principle and economic rationality principle. Theory of Consumer Behaviour: Cardinal approach to consumer equilibrium, measurement of utility, the law of diminishing marginal utility, the law of equi-marginal utility, The ordinal utility approach: indifference curve theory, income effect, price effect, substitution effect. Theory of Demand Law of demand, factors determining demand, changes in demand, role of demand in price theory and business decisions, Elasticity of demand-meaning and factors PG Diploma in Marketing Management (PGDMM) 5

determining elasticity of demand, types and measurement, demand forecasting, meaning and methods. Theory of cost and supply: Production Analysis, Law of Variable Proportions, Law of Returns to Scale, Isoquant, Expansion Path & Cost and Cost Curves.Deriving supply crve from a set of cost curves. The Theory of Pricing: Meaning of value and price, relation between TR, AR and MR under different market forms, The break-even analysis: Meaning and condition of equilibrium of the firm under monopoly, oligopoly and perfect competion market condition,pricing strategy 1. Chaturvedi DD, Business Economics (Text & Cases), Galgotia Publications, New Delhi. 2. Peterson and Craig, Managerial Economics, PHI. 3. Varshney, Managerial Economics, Sultan Chand Publications. 4. Koutsoyiannis, A Modern Microeconomics, Macmillan Press Ltd, New Delhi. 5. Mithani DM, Managerial Economics, Himalaya Publishing House, New Delhi. 6.Allen,B., Managarial Economics, Wiley & sons 7. Atmanand, Mnagerial Economics, Excel Books 8. Ahja, H.L., Modern Economics, 9. Adhikari, M., Business Economics, Excel Books 10.Dwiwedi, D.N., Managerial Economics, VikashPblishing Pvt. Ltd PG Diploma in Marketing Management (PGDMM) 6

Paper IV: Marketing Research Methodology (PGDMM 04) Introduction: Meaning, scope and types of marketing research : exploratory, descriptive and experimental,researchmethodology:meaningandcomponentsformulation of objectives of research, research process and preparation of research designs: ; sample size decision; Sources of data-primary or secondary, limitations of secondary data; methods of collection of primary data: sampling versus census method, types of sampling, designing a questionnaire, methods of collecting data; arrangement, tabulation and presentation of data, editing and coding of data. Measurement and Scaling Techniques: Concept, types, rating scales and ranking scales, scale construction techniques, multi-dimensional scaling. Analysis of Data: Selection and application of suitable statistical techniques, analysis and interpretation of collected data, computer programmes for data analysis 4. Estimation and Testing of Hypothesis: parametric and non parametric tests on large and small samples, Error I and Error II, level of significance, test of significance, acceptance and rejection regions, test of significance involving large/small samples, Z, t, F and Chi-Square Tests. Spearman s rank test, krushkelwalis test.multivariate analysis: Factor analysis, Regression analysis, Cluster analysis, Correspondence analysis and Conjoint analysis. Interpretation and Report Writing: Types of research reports; steps in report writing process, kiss approach (keep it short and simple); Typing the report, bibliography, preparing footnotes. 1. Richard I. Levin and David S. Rubin, Statistics for Management, PHI. 2.H.K.Srivastava, Quantitative Techniques for Managerial Decisions, New Age International. 3.R.P.Hooda, Statistics for Business and Economics, Macmillan India Ltd. 4.Bannet Roger, Management Research, ILO 1983. 5.Fowler Floyd J. Jr., Survey Methods-Second Edition, Sage Publication. PG Diploma in Marketing Management (PGDMM) 7

6.Kothari,C.R, Research Methodology-Methods and Tecniques,Wiley Eastern Limited, New Delhi 7. Benzamin,F., Introdction to Factor Analysis, Princeton,N.J., D.VanNostrand 8. 7.Nair,S.R,MarketingResearch,Himalaya Publishing House,New Delhi 9.Robin,B.J.,The Effective USEof Market Research, Kogan Page LTD, London 10..David,L.j.&Ronald,R.S., Marketing Research,PHI, New Delhi Semester II Paper V: Theory & Principles of Consumer Behaviour (PGDMM 05) Introduction to Consumer Behaviour: Role & importance, consumer behaviour and marketing strategy;, consumer involvement and decision making, information search process, evaluative criteria and decision rules, determinants of consumer behaviour. Consumer Motivation: Rational versus emotional motives, need hierarchy, consumer perception, consumer attitude and attitude change, influence of self concept and personality on buying behaviour, Consumer learning, motivation cues, response and reinforcement, behavioral learning and cognitive learning theory. External Determinants of Consumer Behavior: Influence of culture and subculture psychographics and life style, social class; reference groups and family influences Opinion Leadership: Process and motivation behind opinion leadership, diffusion and adoption process of innovations, profile of consumer innovators.consumer decision making process, routine response, limited and extensive problem solving behaviour. Consumer Decision Making Models: Howard Sheth, Engell, Kollat Blackwell and Nicosia model, Consumer behaviour audit, Industrial buying behavior, Relationship marketing. PG Diploma in Marketing Management (PGDMM) 8

1. Schiffman L.G. and Kanuk, L.L, Consumer Behaviour, PHI. 2. Engle, Jf.etc, Consumer Behaviour, Chicago Dryden Press. 3. Mowen, John C.C, Consumer Behaviour, New York McMillan. 4. Hawkins D.I. etc. Consumer Behaviour: Implications for marketing Strategies, Texas, Business 5. Dr. S.L.Gupta, Sumitra Pal, Consumer Behaviour An Indian Prespective Text & Cases, Sultan Chand & Sons. 6. Khan,M, New Age International Publishers (P) Limited, New Delhi 7.Batra, S.K., ConsmerBehabiour: Text & Cases, Excel Books 8.Batterley, R., Leading Through Relationship Marketing, Tata McGraw Hill. 9. Bender, P., Secrets of Power Marketing, Macmillan India Ltd 10.Hennery,A., ConsmerBehabiour and Marketing Action,Assian Books Pvt Ltd. Paper VI: Sales & Distribution Management (PGDMM 06) Introduction to Sales Management: Sales management function scope and importance, personal selling process and approaches; Evolving face of personal selling, sales organization structure, sales forecasting, sales territory design. Sales Force Management: Sales force job analysis and description, recruiting and selecting sales personnel, training sales personnel, motivating the sales force, sales force compensation, evaluating sales performance, ethical and legal issues in sales management. Distribution Planning and Control: Role and function of intermediaries, selection and motivation of intermediaries, distribution analysis, control and management, channel dynamics Vertical marketing systems, Horizontal marketing systems, Multi-channel marketing systems, Channel conflict and management. Distribution System and Logistics: Physical distribution system Decision areas, Different Modes of Transport in India, their characteristics; Logistics: Introduction: functional areas, logistics integration for customer satisfaction PG Diploma in Marketing Management (PGDMM) 9

Distribution costs and control : customer service and supply chain management (SCM), Integration of sales and distribution strategy. 1. Geoffrey Lancaster & David Jobber, Selling and Sales Management, Macmillan India Limited. 2. Anderson, R., Joseph Hair, Jr., Alan Bush, Professional Sales Management, PHI. 3. Buskirk, R.H. and Stanton, W.J., Management of sales force, TMH. 4. Peter Thomson, Sell Your way to the Top, Excel Books 5. Richard D.Irwin. Dalry D.J., Sales Management: Concept and Cases, John Wiley. 6.Gpta, S.L.., Sales and Distribtion Management, Excel Books 7.Dutta, B.,.., Sales and Distribtion Management, I.K. International Pblishing House Ltd 8.Panda, K.T.&Shahadev, S., Sales & Distribution Mnagement, Oxford University Press, New Delhi 9.Ramchandran S.L.., Ramann C.V., Distribution and Sales Management, Allied Publishers 10.Dent, J., Distribution Channels, Kogan Page Paper VII: Retail Management (PGDMM 07) Introduction to Retailing: Definition, importance and scope of retailing, retail formats, retail scenario in India. Retail Planning: Information gathering in retailing, retail strategic planning and operation management, retail financial strategy, target market selection and retail location, store design and layout, visual merchandising and displays. Retail Merchandise: Introduction, evolution of merchandising, functions of merchandise manager, merchandise planning process, buying and handling, merchandise pricing. Retail Functional Management: Human resources management, customer service, GAPs Model, customer relationship management; retail management information systems, retail audits Managing Retailing Marketing Mix : PG Diploma in Marketing Management (PGDMM) 10

The retail marketing mix- Product, place, price, promotion, Retail Communication mix, Promotional strategy, supply chain management. 1. D. Gilbert, Retail Marketing Management, PHI. 2. Vedamani, G. Gibson, Retail Management: Functional Principles & Practices, Jaico Publishers. 3. Lucas, Bush & Gresham, Retailing, All India Publishers. 4. Berman & Evans, Retail Management: PHI. 5. Newman, Andrew J & Cullen, Peter, Retailing: Environment & Operations, Vikas Publishers. 6.Berman, B., Retail Management: Strategic Approach, PHI 7. Ghoshal, G., Retail Mnagement, JBA Books 8.Singh, H., Retail Management: Global Perspectives, JBA Books 9.Madaan, K.V.S., Fndamentals of Retailing, TMH 10. Akerhurst,G.& Alexander, N., Retail Marketing, Taylor & Francis Paper VIII: Project Study (PGDMM 08) This will be own time-work under the guidance of a faculty. Each student is to work on a marketing problem independently and submit a written report as per prescribed schedule and the format. The project study shall comprise collection of data with reference to selected problem, data analysis & presentation, and drawing inferences using appropriate statistical tools. Project study is to be well-researched document consistent with theoretical concepts backed by data, which can be defended by the student. It has to be original work done by the student. PG Diploma in Marketing Management (PGDMM) 11