PGP Handbook - Institute of Public Enterprise

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6. Shajahan, S. (2008) Services Marketing – Concepts, Practices & Cases from Indian Environment, Himalaya Publishing Company, Mumbai 7. Harrison, T. (2008) Financial Services Marketing, Pearson Education, New Delhi Journals 1. Journal of Marketing Research 2. Harvard Business Review 3. Business World 4. Business India 5. Brand Reporter 6. Pitch 7. Marketing Master Mind CONSUMER BEHAVIOUR & CRM Code: M2 Credits: 3 Unit I : Consumer Behaviour and Marketing Strategy: Introduction to Consumer Behavior : Origin and Strategic Application – The Consumer as an Individual : Motivation, Personality, Perception, Consumer Attitudes – Nature, Formation and Change. The Consumers in their Social & Cultural Settings : Groups, Reference Groups, The family, the influence of Culture on Consumer Behaviour. Unit II : Consumer Decision Process: Situational Influences – Problem Recognition – Information Search – Alternative Evaluation and Selection – Purchase and Post purchase Processes – Consumer Research Methods – Consumer Behaviour Audit – Organizational Buyer Behaviour. Unit III : Models of Consumer Behaviour: Diffusion of Innovations. Consumer Decision Making - Models of Consumer Behaviour – Schiffman and Kanuk Model, Nicosia Model, Howard – Sheth Model, Engel-Kollat-Blackwell Model. 66 • Institute of Public Enterprise – PGP Student Handbook Text Book(s) 1. Ramanuj Majumdar, “Consumer Behaviour – Insights from Indian Market”, PHI Learning Pvt Ltd, New Delhi, 2011. 2. Alok Kumar Rai, “Customer Relationship Management – Concepts & Cases”, PHI Learning Pvt Ltd, New Delhi, 2008. Suggested Readings 1. Rajeev Kumar, (2008) Consumer Behaviour, Himalaya Publishing House, Mumbai 2. Blackwel, Miniard & Engel, (2008) Consumer Behaviour, South Western Cengage Learning, New Delhi 3. Schiffman, L.G., & Kanuk, L.L. (2007) Consumer Behaviour, Pearson Prentice Hall, Pearson Education, LPE, New Delhi 4. Del I. Hawkins, Roger J. Best, Kenneth A. Coney & Amit Mookerjee, (2007) Consumer Behaviour, Tata McGraw-Hill, New Delhi 5. Suja R. Nair, (2007) Consumer Behaviour in Indian Perspective, Himalaya Publishing House, Mumbai 6. Satish K. Batra & Kazmi, S.H.H. (2004) Consumer Behaviour, Excel Books, New Delhi Journals 1. Journal of Marketing Research 2. Brand Reporter 3. Pitch 4. Harvard Business Review 5. Business World 6. Business India STRATEGIC MARKETING Code: M3 Credits: 3 Unit I : Introduction to Strategic Marketing, Concepts of Planning and Strategy. Strategic Analysis, Strategic Capability and Direction, Strategy Formulation. Market Strategies.
Unit II : Product Strategies: Product Mix Strategies, Product strategies for different stages of PLC, Branding Strategies, Product Positioning and Differentiation Strategies. Pricing, Distribution, Promotion Strategies. Portfolio Management. Unit III : Marketing Strategies for Market Leader, Challenger, Follower and Nicher. Preparation of Strategic Marketing Plan and Case studies. Text Book(s) 1. O.C. Ferrel and M. D. Hartline, “Strategic Marketing”, Cengage Learning, Latest Edition. Suggested Readings 1. Majumdar, R. (2001), “Product Management in India”, Prentice Hall of India Pvt. Ltd., New Delhi 2. Jain, Subhash C. (2000), “Marketing – Planning & Strategy”, Thomson Learning 3. Chunawalla, S.A. (2000), “Product Management”, Himalaya Publishing House, Mumbai 4. Bishop, B. (2000), “Strategic Marketing for the Digital Age”, Excel Books, New Delhi 5. Kotler, Philip (1998), “Marketing Management : Analysis, Planning, Implementation and Control”, Prentice Hall, India (P) Ltd., New Delhi 6. Handcombe, R. (1998), “Product Management Handbook”, John Wiley & Sons 7. Yadav, P.K. (1995), “Marketing Strategies”, Anamika Publishers & Distributors, Delhi 8. Moore, L. W., and Pessemier, E.A. (1993), “ Product Planning & Management – Designing & Delivering Value”, McGraw-Hill Inc, New Delhi 9. Pessemier, E.A. (1982), “Product Management : Strategy and Organization”, John Wiley & Sons, New York Journals 1. Brand Reporter 2. Pitch 3. Harvard Business Review 4. Business India 5. Business Today 6. Business Today SALES, DISTRIBUTION & RETAIL MANAGEMENT Code: M4 Credits: 3 Unit I : Principles and Concepts of Selling: Introduction to Selling – difference between Marketing and Selling – The Strategic/Consultative Selling Model – Developing various Strategies of Selling – The Selling Process – Prospecting, Pre approach, Approach, Presentation, Objection Handling, Closing the Sale, Follow-up and Follow-through in Sales, Career in Sales. Unit II : Managing the Sales Force: Introduction to Salesmanship – Qualities of the effective Sales Executive, Salesmanship, Organization of Sales Department. Sales Force Management, Recruitment, Selection, Training, Motivation, Compensation, Evaluation of sales persons. Controlling the Sales Effort, Sales Budget, Sales Quota, Sales Territories, Sales Control & Cost Analysis. Unit III : Distribution and Retail Management: Distribution Management and Marketing Mix, Marketing Channels, Market Logistics, Channel Institutions – Retailing, the Global Retailing, Retailing in India, Types of Retailers, Retail Strategies, Franchising. Text Book(s) 1. Krishna K Havaldar, Vasant M Cavale, “Sales and Distribution Management - Text and Cases”, Tata McGraw Hill. Institute of Public Enterprise – PGP Student Handbook • 67
Page 3 and 4:
Management education is transformin
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Library The Institute’s Library h
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Class Schedule The classes will be
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contains the syllabus. The syllabus
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Post-Graduate Diploma in Management
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Post-Graduate Diploma in Management
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competitive advantage through creat
Page 17 and 18: Post-Graduate Diploma in Management
Page 19 and 20: Operations Electives O1 Supply Chai
Page 21 and 22: Semester-III Code Subject Credits 3
Page 23 and 24: Term - 5: Project - 2 - Major Proje
Page 25 and 26: FINANCIAL, COST AND MANAGEMENT ACCO
Page 27 and 28: QUANTITATIVE TECHNIQUES FOR MANAGEM
Page 29 and 30: 3. Marketing Mastermind 4. Brand Re
Page 31 and 32: with Parliament and its Committees
Page 33 and 34: tures of Group Insurance / Super An
Page 35 and 36: ments for international trade, docu
Page 37 and 38: Scope of Production / Operation. Ma
Page 39 and 40: Text Book(s) 1. Naresh Malhotra,
Page 41 and 42: 8. “Economic Survey” (recent ye
Page 43 and 44: 8. Julian Roche, (2005) Corporate G
Page 45 and 46: Text Book(s) 1. Sethi, J., & Bhatia
Page 47 and 48: Personal Selling, Careers in Sales,
Page 49 and 50: (iii) Stock Exchanges - Functions-T
Page 51 and 52: Power sector, Road, Rail, Air and P
Page 53 and 54: membered, Harvard Business School P
Page 55 and 56: of hazardous micro organisms, Genet
Page 57 and 58: equity shares. (Including Problems)
Page 59 and 60: Text Book(s) 1. Jeff Madura, “Per
Page 61 and 62: safety, welfare, working hours, ann
Page 63 and 64: for Organization Improvement. Prent
Page 65 and 66: Competitive advantage through techn
Page 67: Unit II : Data Warehouse Implementa
Page 71 and 72: 11. H.Igor Ansoff (1965/1987), “
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Page 75 and 76: 4. Henning, C.N., W Piggot and W.H
Page 77 and 78: Journals 1. Journal of Supply Chain
Page 79 and 80: Globalization - Theoretical Explana
Page 81 and 82: Mean-Variance Analysis. Computation
Page 83 and 84: ewards and risks. Investment perspe
Page 85 and 86: Committee, Investor servicing and i
Page 87 and 88: tain the prior permission of the Di
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