MF-505 RURAL MARKETING (BBA 5TH)

Time: 3 Hrs

M.Marks:100

Theory:

Internal Assessments:

60

40

Note: The question paper covering the entire course shall be divided into three sections as
follows:Section-A
It will consist of 10 very short answer questions with answers to each question up to maximum
five lines in length. All questions shall be compulsory. Each question shall carry two marks; total
weightage of the section shall be 20 marks.
Section-B
It will consist of essay type questions with answers to each question up to maximum 7 pages in
length. Four questions shall set by the examiner from Part-I of the syllabus and the candidate
shall be required to attempt two. Each question shall carry ten marks; total weightage of the
section shall be 20 marks.
Section-C
It will consist of essay type questions with answers to each question up to maximum 7 pages in
length. Four questions shall set by the examiner from Part-II of the syllabus and the candidate
shall be required to attempt two. Each question shall carry ten marks; total weightage of the
section shall be 20 marks.
Course input:

Part- I

Nature and scope of rural marketing with special reference to India. Buying behaviour in rural
markets, Rural marketing information system, exploring the rural markets, Rural communication,
Rural large format retail stores.
Part- II
Study of rural markets with special reference to product strategy, pricing strategy, promotion
strategy and distribution strategy. Information technology for rural markets. Rural market
research.
Recommended books for main reading
1.
2.
3.
4.

Ballon, Ronald H., Business logistics management

Buxton, Graham, Effective Marketing logistics
Coyle, John J. & Edward J. Bardi, The management of Business logistics
Mossman, Frank H. & Newton Morton, Logistics of Distribution System

5. Schor, Jerry, Alexander, Milton & France, Logistics in marketing

6. Shankar, Ravi, Managing Distribution.
7. Sherlock, Jim, Principles of international physical distribution

MF-402 PRINCIPLES OF MARKETING MANAGEMENT(BBA 3RD)

Time: 3 Hrs
M.Marks:100
Theory: 60
Internal Assessment: 40
Note: The question paper covering the entire course shall be divided into three sections as
follows:Section-A
It will consist of 10 very short answer questions with answers to each question up to five lines in
length. All questions shall be compulsory. Each question shall carry two marks; total
weightageof the section shall be 20 marks.
Section-B
It will consist of essay type questions with answers to each question up to 7 pages in length. Four
questions shall set by the examiner from Part-I of the syllabus and the candidate shall be required
to attempt two. Each question shall carry ten marks; total weightage of the section shall be 20
marks.
Section-C
It will consist of essay type questions with answers to each question up to 7 pages in length. Four
questions shall set by the examiner from Part-II of the syllabus and the candidate shall be
required to attempt two. Each question shall carry ten marks; total weightage of the section shall
be 20 marks.
Course input:
Part- I
Marketing Concepts: Philosophies and functions, Modern Concept of Marketing, Importance of
Marketing with special reference to India, Meaning of Marketing Management . Marketing
Environment: Meaning and forces of marketing environment, Marketing Mix and its elements.
Market Segmentation; Meaning and basis of market segmentation. Consumer Behaviour:
meaning and importance, Buying process, factors influencing consumer behaviour. Marketing
Information System: Concept and components of a marketing information system. Marketing
Research: Meaning, features and scope of Marketing Research.
Part-II
Product Decisions: Branding and Packaging, decisions stages in New Product Development,
Product Life Cycle; Concept and stages. Pricing Decisions: Meaning of Product pricing,
objectives, Methods of pricing, Pricing policies. Channels of Distribution: Types of Marketing
Channels, Factors influencing channel choice. Promotion Mix: Personal Selling, Advertising
decisions, Sales Promotion. Laws affecting Marketing in India.

Reference:
1. Kotler, Philip
2. Stanton, William, J.
3. Neelamegham, S.
4. J.C. Gandhi

Marketing Management
Fundamentals of Marketing
Marketing in India
Marketing

PAPER: MC 305 : MARKETING MANAGEMENT (M.COM 3RD)

Lectures Delivered : 60
Time Allowed: 3 Hrs.

Internal Assessment:

30 Marks

External Assessment: 70 Marks

Credit

INSTRUCTIONS FOR PAPER SETTER/EXAMINERS

The question paper will consist of three sections. Section A and B (Consist of unit I and
II of the syllabus, respectively) will have four questions each from respective units and
candidates are required to attempt two questions each from section A and B. Each question in
section A and B shall carry 10 marks. Section C will consist of 12 short answer type questions
covering entire syllabus and the candidates are required to attempt any ten questions. Each
question in section C will carry 3 marks.
UNIT-I
Marketing : Meaning, importance, scope and various concepts, Tasks of Marketing
Manager under different demand situations, Marketing environment.
Consumer Behaviour: Meaning, importance, major factors influencing buyer behaviour;
Identifying market segments and selecting target markets.
Product Decisions : Concept of a product, classification of products, major products
decisions, product line and product mix; Branding ; Packaging and labelling; Product life cyclestrategic implications; New product development and consumer adoption process.
Pricing Decisions : Factors affecting price determination; Pricing policies and strategies;
Discounts and rebates.
UNIT-II
Physical Distribution Decisions: Nature, functions and types of distribution channels,
Channel management decisions, retailing and wholesaling.
Promotion Decisions: Communication process; Promotion Mix : advertising, personal
selling, sales promotion. Publicity and public relations; Determining advertising budget; copy
designing and its testing; Media selection; Advertising effectiveness: Promotion tools and
techniques; various steps in selling; Training, Supervising, Motivating the salesforce. Managing
Direct and Online Marketing.
Marketing Organisation and Control. Marketing of services : Concept, characteristics and
problems; Green marketing. Marketing Research: Meaning, importance, scope and process.

304 Marketing Research (MBA 3RD)

Course Overview
The basic objective of the subject is to find out the solutions of number of questions, that
need to be answered and the number of decisions, that need to be made with respect to the choice
of techniques to be used to solve a research problem.
Course Syllabus
Group I:
Nature, Scope and Concept of Marketing Research, Marketing Research Process, Marketing
Research and MIS, Marketing Decision Support Systems, Problem Analysis and Identification of
MR Objectives, Sources of Information: Primary and Secondary Data, Research Designs and
their applications: Exploratory, Descriptive and Causal Research. Sampling Decisions: Basics,
Methods/Techniques and Determination of Sample Size.
Measurement Process: Measurement in Marketing, Difficulties in Measurement, Concepts of
Validity and Reliability, Attitude Measurement: Importance of Attitude in Marketing, Nature of
Attitudes and their Measurement, Attitude Scaling Procedures, Thurston Scale, Likert Scale,
Paired Comparison Scale, Semantic Differential Scale and Multi-Dimensional Scale (MDS) and
Their Applications.
Group II:
Multivariate Analysis: Factor Analysis, Discriminant Analysis, Cluster Analysis and Conjoint
Analysis. Report Writing and Presentations, Use of Statistical Package for Social Sciences
(SPSS) in Marketing Research, Applications of Marketing Research: Demand Measurement and
Forecasting, Product Research, Advertising Research, Distribution Research, Sales Control
Research, Pricing Research, Motivation Research.
Recommended Texts
Iacabucci, Marketing Research, Thomson Publications, Mumbai, 2006.
Kinner, T.C. and Taylor, J.R., Marketing Research: An Applied Approach, McGraw-Hill, New
York, 5th Edition, 1995.

Green, Tull and Album, Research for Marketing Decision, Prentice-Hall of India, New Delhi, 7th
Edition.

Instructions
The external paper will carry 50 marks and would be of three hours duration. The question paper
will be divided into three groups, i.e., I, II, III. The question paper will consist of four questions
each in group I and II. Each question in these groups carries 10 marks. Candidates will be
required to attempt four questions in all from section I and II selecting not more than two
questions from each of these group. The III group shall be a case study of 10 marks and shall be
compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks