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PGDM IV semester
(2009-11 Batch)
MARKETING
Course Title: Product & Brand Management
Course Objective:
Today’s consumers are far more knowledge than their predecessor. They truly reflect the
knowledge era in which we live. Therefore, it must be understood clearly that the
customers deserve to know the truth on all counts. The paper on issues have been
especially written to drive home the critically of understanding the new paradigm that has
opened up these areas.
Project
There will be a group project required for this course, the details of which will be given later.
PEDAGOGY
The Paper incorporates effective pedagogy.
Lecture
Discussions
Case studies- a real world situation facing managers is presented for review, debate and
analysis results in discussions & differences of opinions.
Multimedia Presentations
Internet explorations
Experiential Exercise
Study Assignment
Mini Project
Group Presentations
Quizzes
Session 1: Product Concepts, Marketing Environment for Product & Brand Management
Session 2: Product Planning & PLC
Session 3: Marketing Mix Factors & Products
Session 4: Product Market Strategies for Leaders, Challengers, Followers.
Session 5: Case Study
Session 6: New Product Planning & Development
Session 7: Creative Spark
Session 8: Concept & Product Testing
Session 9: Discussion on product Ideas
Session 10: Competition and Brand
Session 11: Case Study
Session 12: Concept of Brand- The beginning, Brand Power, Anatomy of Brand
Session 13: Brand Evolution- Levels, Hierarchy.
Session 14: Brand positioning
Session 15: Case Study
Session 16: Brands & Consumers
Session 17: Brand Equity, Brand Image.
Session 18: Brands Over Time
Session 19: Product & Brand Failures
Session 20: Recapitulation/ Presentation
Reference Books:
1. Product Management by S.A Chunawala, Himalaya Publishing House.
2. Product & Brand Management by U.C Mathur, Excel Books.
3. Brand Management- Text & Cases by Harsh V Verma, Excel Books.
Advertising & Sales Promotion
Course Objective:
...consistently be at the right place, at the right time, with the right message...
This is course designed to assess the numerous communication alternatives em-ployed by
organizations today. Advertising, public relations, publicity, packaging and point-of-purchase
materials are included as well as an exploration of the role communication plays in a marketing
environment. The role of advertising and sales promotion in the marketing program is
thoroughly examined. Discussions center on the communication process and consumer decision-
making. Other topics covered include organization of advertising activities, determination of
objectives and budgets, creation of the message, selection of media, and evaluation and control
of the advertising and sales promotion efforts.
Project
There will be a group project required for this course, the details of which will be given later.
PEDAGOGY
The Paper incorporates effective pedagogy.
Lecture
Discussions
Case studies- a real world situation facing managers is presented for review, debate and
analysis results in discussions & differences of opinions.
Multimedia Presentations
Internet explorations
Experiential Exercise
Study Assignment
Mini Project
Group Presentations
Quizzes
Reference Books:
1. Advertising - An Introductory Text by S.A.Chunawalia (Himalaya Publishing House)
2. Advertising & Promotion - An Integrated Marketing Communications Perspective by
George E.Belch & Michael A.Belch (Tata McGraw-Hill) .
3. Advertising Management – Comncepts & Cases by MAhendra Mohan Tata Mcgraw Hill
Advertising Age online, the best trade newspaper on the business (adage.com)
Advertisement Avenue, for downloads of ads and commercials
(www.advertisementave.com)
Adbusters magazine, for criticisms of advertising and our consumer culture
(adbusters.org)
John W. Hartman Center for Sales, Advertising & Marketing History
(scriptorium.lib.duke.edu/hartman)
Advertising Education Foundation (www.aef.com)
Advertising critic Bob Garfield's commentaries (http://adage.com/garfieldtheblog)
HUMAN RESOURCE
Instructor : SD Joshi
Course Title : Industrial Psychology.
Objective: The main objective of this subject is to make the students get acquainted with
the practical guidelines and career in the field of industrial psychology. This subject is
basically designed to learn and understand the behavior of the employers and employees
and their positive and negative aspects of their job. This subject envisages on the
motivational part and proper understanding of Human Being so that productivity and
efficiency of the workers and company will rapidly increase.
Session Contents
No.
1-2 Industrial Psychology: - Nature, Scope, Importance, and Career in Industrial
Psychology.
3-4 Important Role of Industrial Psychologist in various industries.
5-6 Personality Tests Conducted By Industrial Psychologists mainly: MBTI
(Myers-Briggs Type Indicator), Type “A” and Type “B” personality test.
7-8 Test conducted in selection process: TAT ( Thematic Apperception Test),
Story Completion Test, Word Association Test, Verbal Projection Test,
Rorschach Test.
9-10 Understanding Employee : Role Playing Techniques and Conditional
Analysis Of Situational Environment (CASE)
11-12 Understanding of personal factors: age, abilities, interest, job satisfaction.
13-14 Occupational Psychology: work, Counseling and training.
15-16 The work methods: hours of work, nature of work, fatigue and boredom, rest
pauses.
17-18 The nature and scope of engineering psychology, its application to industry.
19-20 Emerging role of psychologists in various field e.g. Educational
Psychologist, Social Psychologist, Clinical Psychologist, Industrial
Psychologist.
Reference books:
1. Industrial Psychology: Dr. Kumar
2. Industrial Psychology: Thomas W, Harrell
3. Industrial Psychology: Chaube (HimalayaPublishing House. Delhi)
4. Organizational Behavior: S.P. Robbins
5. Social Psychology: Baron
6. Industrial Psychology PK Ghosh and MB Ghorpade
7. Industrial Psychology: MR Shaik
Course Title: Training and Development
Instructor: Prof. S. D. Joshi
Objective: The purpose of this course is to provide the student with information and insight in to
the Training and Development function in organizations. The Training and Development
function will be viewed from a systematic approach such that we will examine the entire cycle of
Training and Development from assessment of Training needs to the evaluation of training
program me, within the context of today’s organization and the global market.
Course activities will include Group discussion and individual and team problem solving
activities in addition to normal classroom activities.
6. Arbitrage & Futures Pricing futures & Arbitrage, Help of stock future to earn
risk free interest, Gain of stock future if Spot >Future (
Practicals)
7. Futures Practical’s of reverse calculation
8. Futures of Index Practical’s of Index
9. Futures Practical’s of Known Yield
10. Futures of Commodities Practical’s of Commodities
11. Futures Use of Future in Hedging- Practical’s
12. Futures Use of Index future to hedge market related risk & of its
perfection.
13. Margins Various Margins & its calculation
14. Corporate Actions Corporate Action Adjustment
15. Options What is option & its examples, Call Options & Put
Options, Exercise price or Strike Price, Option Premium,
European Option & American Option, Option in-the-
Money, At-the-Money & Out-of the Money
16. Options Hedging Strategies :- Long Stock, buy put option. Short
Stock/Have funds, Buy call Option. Speculation Strategies
:- 1. Bullish, buy calls or sell puts 2. Bearish, buy put or
sell call. 3. Anticipate Volatility, make straddle or strangle
17. Options 4. Anticipate bearish volatility, make strip 5. Anticipate
bullish volatility, make strap 6. Anticipate stability, make
butterfly spread, Condor, Calendar spread 7. Bullish,
Make Bull Spread 8. Bearish, Make Bear Spread
18 Options Pricing Options, Binomial pricing model, Black &
Scholes Model, Put-Call Parity
19. Swaps Interest rate swaps, Using swaps to transform liabilities &
Assets, Transforming a floating rate loan into a fixed rate
loan, Transforming a fixed rate asset in to a floating rate
asset, Absolute advantage argument for using swaps
20. Swaps Role of financial intermediary & warehousing, Currency
Swap
Recommended Books :
1. S.D. Bala , Snow-White Publication, Financial Management
2. A.N. Shridhar- Financial Management
Course Title: - Investment Analysis & Portfolio Management
Instructor: - Prof. A.K. Jain
Recommended Books :
1. Strategic Financial Management , S.D. Bala, Snow White Publication
2. Financial Management, A. N. Shridhar
INFORMATION
TECHNOLOGY
Course Title: Computer Networks and Internet for Businesses
COURSE OBJECTIVE:
The primary objective of the course is to familiarize the students with technologies like
networking and internet and to build skills in applying these technologies to various business
processes.
Session Contents
No.
3-4 Concepts of data transmission channel, half duplex transmission, moderns, client
server computing,
wireless networks
17-18 Privacy and ethical issues in networked economy; Social and economic issues in
Reference Books:
3. Miller, Data and Network Communication, Vikas Publishing House, New Delhi.
5. Hagg., Baltzan & Philips, Business Driven Technology, TMH, New Delhi.
6. Comer, E. Douglas, Computer Networks and Internet, Pearson Education, New Delhi.
Course Title : Introduction to DBMS and RDBMS
Course Objectives
Databases are present in every sector of commercial, academics and virtual world. These systems
are required as the backbone of any information system, web based system, resource planning,
research activities and many other activities. The knowledge can be discover within databases by
applying data mining tools which can lead organizations to achieve the competitive advantage.
This course is an attempt to provide you with the basic information about DBMS and RDBMS
and their development. This course also provides the basic conceptual background necessary to
design and develop simple database system. The major objectives of the course are to:
Draw ER diagrams;
Introduction to Advances Data base concepts like Data Mining, OLAP etc.
Sessions Contents
classification of DBMS
RDBMS,
principles, OLAP
Edition.
Reference books:-
1. International marketing, by sak onkvisit and john j. Shaw, EEE publication.
2. International marketing by Justin Paul.
3. International marketing by S. yuvraj, Vrinda publications.
4. International marketing by R. shrinivasan, PHI India.
Course Title: - International Business Enviourment
Instructor: - Prof. Mazahir saifee
Reference books:-
1. International business, EEE publication, sanjay mishra and P.K. Yadav.
2. International business, Mcgraw hill publication, Charles W L hill and arun K jain.
3. International business enviourment by anant k. sundaram and J. stewart black.
4. International business by justin paul.
The College aims to help students achieve high standards of academic work and social
behavior. We expect you to be mature in your approach and to take a large measure of
personal responsibility for your work and progress. You should feel responsible for the
welfare of all and should play a positive part in the efficient running and development of
the College. For our part, we will honor our professional commitments and do our utmost
to guide and support you, provide worthwhile educational opportunities for you and
maximize your chances of success. In return, we expect you to abide by this Code of
Conduct.
1) Timings: It is mandatory for all the students to maintain the time discipline as
per the time table provided.
a) 3 Late comings will be penalized for 1 mark deduction in internals.
b) No student would be allowed to enter the class room if faculty has already
entered in the class room; no further clarifications would be entertained
for the same.
2) Punctuality: Each student is required to keep punctuality in the academic
submissions, project submissions, Presentations, Assignments. Unpunctuality would
not be entertained in any case.
5) Public Behavior: Students are strictly to follow the decorum of public behavior
and avoid the use of abusive language and indecent manners in all their
interactions. Anybody flouting the Norms of Conduct is liable to be expelled from
the college.
6) Dress Code: Each student has to follow the dress code as informed prior. Strict
action will be taken against the offender.
9) Respect for the college property: It is mandatory for all the students to keep well
maintained and appointed the college property. Any rupture or breakage of the
college property will have to beard by that student(s) only else will be adjusted from
caution money.
12) Loitering in corridor / in front of the main gate and in the auditorium during the
college hours is strictly prohibited.
13) The students should spend their spare time in reading room.
14) The student should read the notice board daily in order to be informed of
important information and directions.
15) To avail the library facilities, the students should obey the rules of the library
and should not tear the pages from the books and magazines.
16) The students are requested not to enter the Director room, staff room, office and
the computer lab without permission.
DISCIPLINAREY MEASURES
Acts of misbehavior, misconduct, indiscipline or violation of the Rules of Discipline
mentioned above are liable for one or more punishments as stated below:
For non compliance of any code of conduct the decision of Management will be final.
No further dealing would be permissible. All Rules & Regulations stated herein are
subject to change without notice.