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TAMIL NADU OPEN UNIVERSITY

SCHOOL OF MANAGEMENT STUDIES


BBA (MARKETING MANAGEMENT) PROGRAMME

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

TAMILNADU OPEN UNIVERSITY


SCHOOL OF MANAGEMENT STUDIES
BBA (MARKETING MANAGEMENT) PROGRAMME

BBA (Marketing Management) would emphasize the study and creation of business application to market products and services marketing personnel across the globe. distance mode with the following objectives : To acclimatize the students about the environment of marketing consumer behaviour. To Understand the dynamics and complexities in the field of marketing in the emerging global context. To acquire professional skills in using appropriate promotional techniques in marketing products and services. REGULATIONS STREAM Formal Non formal ELIGIBILITY 10+2 or Equivalent BPP from any open University or BPP of TNOU to be completed along with other courses. AGE -DURATION Min Max 3 Years 8 Years and to meet the growing demand of This unique programme is offered through

Minimum 18 years

3 Years

8 Years

MEDIUM OF INSTRUCTION

ENGLISH & TAMIL Formal Rs. 2000/Non Formal Rs.2500/-

ANNUAL PROGRAMME FEE

SCHEME OF EVALUATION Continuous Assessment Term End Examinations. Total 25 Marks 75 Marks 100 Marks

PASSING MINIMUM A candidate who obtains not less than 26 marks out of 75 marks in each course in the Term End Examination and 40% marks in the aggregate of both Term End Examination and Continuous Assessment shall be declared to have passed

CLASSIFICATION OF CANDIDATES Candidates who pass all the major subjects shall be classified as follows: Candidates securing 60 percent and above of the marks in the aggregate shall be placed in the First Class. Those who have obtained less than 60 percent but not less than 50 percent of the marks in the aggregate shall be placed in the Second Class. Those who obtain less than 50 percent but not less than 40 percent of the marks in the aggregate shall be placed in the Third Class.

FIRST CLASS

SECOND CLASS

THIRD CLASS

Candidates who have obtained not less than 75 marks in the aggregate shall be declared to have passed with Distinction PATTERN OF QUESTION PAPER The pattern of the University Examinations Question Paper for all the courses will be as follows: For all theory papers the University Examinations is for 75 marks, with a break up of 15 marks for Section A and 60 marks for Section B. Details as follows.: a) Section A shall consist of short answer questions (answer for each question not to exceed one page), carrying five marks each. The candidates have to answer any three out of five questions from Section-A. b) Section B shall consist of Essay type questions/problems carrying fifteen marks each. The candidates have to answer any four out of seven questions from Section B.

I YEAR

BBAM 11
BLOCK I

PRINCIPLES OF MANAGEMENT

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

BBAM 12
BLOCK I

FINANCIAL AND MANAGEMENT ACCOUNTING

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

BBAM 13
BLOCK I

BUSINESS COMMUNICATION

Communication Meaning Objective and scope Methods of communication Types Barriers Principles of communication communication process.

BLOCK II Layout of a letter Business Inquiries and Replies Quotations Order Execution of orders Cancellation of orders Claims Adjustments and settlement of accounts Sales letters Circular letters.

BLOCK III Collection letters Application letters Import Export correspondence Bank Correspondence Insurance correspondence.

BLOCK IV Report writing Reports by Individual Committees Annual Report Press report Speeches Preparation of Agenda Minutes.

BLOCK V Internal communication: Short speeches Memo Circulars Notices Explanation to superiors Modern means of communication : Intercom - Telex - Fax Tele conferencing Internet E mail.

BOOKS RECOMMENDED Essentials of Business Communication Effective Business English & Correspondence Business Correspondence and Office Management Business Communication Effective Letters in Business Law R.C. Sharma, Krishnamohan Shurter R.S.N.Pillai & Bhagavathy Rajendra Paul & J.S. Korlahalli M.S. Ramesh & Patsan Shetty

II YEAR

BBAM 21
BLOCK I

ELEMENTS OF INSURANCE

Meaning and Definition of Insurance - Concept of Risk and uncertainty Classification of Risk Principles of Insurance Types of Insurance - Reinsurance Double Insurance. BLOCK II Life Insurance Features of Life Insurance Contract Proposal and Policy conditions Assignment and Nomination Classification of Policies Title and Claims Lapses and revivals Surrender value and loans on policies Role and functions of Life Insurance Corporation Life Insurance in Private Sector. BLOCK III General Insurance Different types of General Insurance- General Insurance Vs Life Insurance Fire Insurance Principles of Fire Insurance Fire Insurance Contract Types of Fire Policies Accidents and Motor Insurance Nature, disclosure, terms and conditions, claims and recovery; Third Party Insurance. BLOCK IV Meaning of Marine Insurance Principles of Marine insurance Types of Policies Marine Losses and Claims. BLOCK V Miscellaneous Insurance Crop Live stocks Burglary Economic Liberalisation and Recent developments of Insurance in India Role of Insurance Regulatory Development Authority.

BOOKS RECOMMENDED M.N. Mishra G.S. Panda P. Periyasamy D.C. Srivastava & Shashank Srivastava Tripathy & Pal P.S. Palande R.S. Shah, M.L. Lunawat N.D. Kapoor Insurance Principles and Practices Principles and practices of Insurance Principles and Practices of Insurance Indian Insurance Industry Insurance Insurance in India Elements of Business Law

BBAM 22

MANAGERIAL ECONOMICS

BLOCK I Definition and Scope of Economics Role of Economics in business decisions Demand Analysis Law of diminishing marginal utility Law of Equimarginal utility Law of demand Price, Income and Cross Elasticity of demand. BLOCK II Factors of Production Law of diminishing returns Law of increasing returns Law of constant returns Least combination Economics of Scale. BLOCK III Supply Law of Supply - Supply determinants Elasticity of supply Cost and revenue curves, Money, real and opportunity costs Fixed and Variable costs Average and Marginal costs Average revenue and marginal revenue. Break even analysis Cost control and cost reduction. BLOCK IV Market Structure and prices Pricing under perfect competition Pricing under monopoly Comparison of perfect competition and monopoly Features of Monopolistic Competition Pricing under Monopolistic competition Oligopoly BLOCK V Government and business Industrial Policy Concepts of National Income Computation of National Income Gross Domestic product Use of National Income data Business cycle Phases Theories of Trade cycle.
BOOKS RECOMMENDED

Business Economics Managerial Economics Business Economics Modern Economic Theory Managerial Economics

Sankaran R.L. Varshney & K.L. Maheswari K.P.Sundaram, E. Sundaram Dewett Mofe, Paul & Gupta

BBAM 23

MARKETING MANAGEMENT

BLOCK I Nature and Scope of Marketing Concepts of Marketing Marketing Management Functions of Marketing Various Environmental Factors affecting Marketing Function. BLOCK II Buyer Behaviour Factors influencing Buyer Behaviour Buying Motives Stages of buying decision process. Market segmentation Need and basis of Segmentation Concept of Marketing Mix Marketing Strategy. BLOCK III Product Definition Classification Consumer Goods Industrial goods Product Life Cycle Product Mix Product Planning Branding Packaging Developing new Products. BLOCK IV Pricing Objectives Pricing Policies and Procedures Factors influencing pricing decisions New product pricing Psychological aspects in pricing. Physical distribution Channels of distribution Types of Channel Channel Policy Wholesalers, Retailers and Middle men and their functions. BLOCK V Promotion Advertising Personal Selling Sales Promotion Publicity. Sales forecasting and Marketing Information system.
BOOKS RECOMMENDED

Marketing Marketing Management Namakumari Marketing Management Principles of Marketing Modern Marketing Management

Rajan Nair V.S.Ramasamy Philip Kotler S.A. Sherlekhar Dawar & S.

BBAM 24
BLOCK I

PERSONAL SELLING AND SALESMANSHIP

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

Sales and Distribution Management - Dr.S.L. Gupta

BBAM 25
BLOCK I

PRODUCT MANAGEMENT

Product: Classification, Benefits Product Line Decisions Product Mix Decisions Product Modifications Product Elimination Role of Product Managers.

BLOCK II Product life cycle Positioning Usefulness, Elements, Methods & Product Positioning Developing Product Plans Product Policy - New Product Development. BLOCK III New Product Development process : Generation of Ideas Preliminary Screening Feasibility Testing Concept Development and Testing - Evaluation Development Test - Marketing Commercialization .

BLOCK IV Branding Selection of Brand Name Brand Image Brand equity Brand positioning Strategies Branding Challenges. BLOCK - V Packaging and Labeling Methods, Latest Trends in Packaging Future Trends in Product Management.

BOOKSRECOMMENDED

Marketing Management Product Management in India Product Management Marketing and Product development Successful Product Management

- Philip Kotler - Ramanuj Majumdar - Lalvani - Dale Littler & Phillip Allen 1984 - Stephen Morse MIA Series 1994

III YEAR

BBAM 31
BLOCK I

SALES AND DISTRIBUTION MANAGEMENT

Evolution of Sales Management Nature, Role and Importance Sales Managers Duties and Responsibilities Functions of a Sales Manager - Managing the Sales Force Sales Organization Types. BLOCK II Need for Sales Force - Recruitment and Selection of Sales Force Selection Process Training of Salesman Importance of Training - Methods of Training. BLOCK III Compensation and Motivation of Sales Force Methods of Compensation Evaluation of Sales Force Performance Appraisal Sales Budget, Sales Quota & Sales Territory. BLOCK IV Meaning Scope and Importance Elements of Distribution Management Channel Objectives - functions - Selection of Channel Members. BLOCK V Distribution Channel - Meaning Types of Intermediaries : Wholesaler and Retailer Their Role & Importance - Types of Wholesalers - Kinds of Retailers . Other intermediaries : Brokers, Commission Agents, Dealers, Sole Selling Agents.

BOOKS RECOMMENDED

Sales and Distribution Management Sales and Distribution Management Sales Management Norman A.P. Govoni Sales Management Sales Management

Tapan K. Panda, Sunil Sahadev Dr. S.L. Gupta Richard R. Still, Edward W. Cundiff and S.A. Chunawalla Das Gupta

BBAM 32

ADVERTISING AND SALES PROMOTION

BLOCK I Advertising Meaning Objectives Benefits Role of Advertising Social effects of advertising. BLOCK II Advertising MEDIA Basic terms Role of Media Press TV Radio Newspaper Trade journals Magazines Outdoor advertising Advertising appeals Informational / Rational appeals Emotional appeals. BLOCK III Advertising Message Communication objectives General Specific Creative strategy Forms Promotion copy Classification Advertising layout Function Types Copy preparation and Testing , Typography Types Radio message Characteristics Types Television message Techniques Kinds BLOCK IV Sales promotion Objectives Importance Growth and Role of sales promotion Forms of sales promotion Consumer promotion Trade promotion, sales force promotion. BLOCK IV Sales promotion techniques - Demonstrations Trade Fairs and Exhibition Coupons Premiums Free offers Price offs Discounts Exchange offer Event marketing. Evaluation of results Coordinating sales promotion and Advertising.
BOOKS RECOMMENDED

Sales Promotion and Advertising Management Advertising Foundation of Advertising Theory and Practicing

M.N. Mishra Bolen J.H Chunnawala et al.,

BBAM 33

SERVICES MARKETING

BLOCKI
Services Meaning, Characteristics Difference between Services & Goods Reasons for the growth of services in the Modern Economy Marketing of services

BLOCKII
Services Market Segmentation - Role of Positioning and Differentiation in Services Marketing.

BLOCKIII
Services Marketing Mix The 7 Ps Product Price Place Promotion People Process Physical evidence

BLOCKIV
Service Delivery Designing & Delivering services. Service Quality Dimensions Quality Gaps Techniques to resolve the Gap.

BLOCKV
Customer retention and relationship marketing Transaction (vs) Relationship Marketing CRM strategies Emerging Trends in Services Marketing in India.
BOOKS RECOMMENDED

Services Marketing Services Marketing Services Marketing Services Marketing Services Marketing Service Marketing

- S.M. Jha - Zeithamal - Helen Woodruffe - Ravi Shanker - Adiran Payne - P.K.Sinha & S.C.Sahoo

BBAM 34
BLOCK I

RETAIL MARKETING

Definition and Scope of Retailing Growth of Retailing Industry Characteristics of Retailing Functions of Retailing Activities of Retailers Trends in Retail Retailers Importance of Retail Sector - Retailing Formats Classification of

Scenario at Global and Indian Context. BLOCK II Retail Marketing Developing & Managing the Retail Marketing Mix - Segmenting, Targeting Positioning Consumer Behavior in the Retail Context - Importance of Location Decision BLOCK III Merchandising Management Planning in Retailing Product Management Brand Management and Retailing. BLOCK IV Retail Pricing External influences on Retail Pricing Retail Pricing Objectives Consumer BLOCK V Retail Promotion Selection of Promotion Mix Advertising Media Selection Sales Promotion Personal Selling Publicity Relationship Marketing in Retailing. responsiveness to Prices. Retail Location Theories.

BOOKS RECOMMENDED

Retail Management Retail Management


(A Strategic Approach)

- Balaji Tuli Srivastava - Berman Evans Gibson G.Vedamani Newman and Cullen

Retail Management Retailing Environment & Operations

BBAM 35
BLOCK I

MARKETING RESEARCH

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

Marketing Research Marketing Research Marketing Research Principles of Marketing Modern Marketing Management

- D.D. Sharma - G.C. Beri - Philip Kotler - S.A. Sherlekhar - Dawar