PGP_II TRIM

FINAL VERSION: AUGUST ‘09

COURSE TITLE: ADVERTISING MANAGEMENT

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. MARKETING AND MARKETING COMMUNICATION (1 HR)

 with special focus on advertising

2. OVERVIEW OF ADVERTISING CAMPAIGN PLANNING (3 HRS)

 Situation analysis; setting up of advertising objectives; budget estimation; decisions about

media and vehicle choices; designing and production of message; actual delivery;
measurement of results; decision about future course of action.

3. SITUATION ANALYSIS (3 HRS)

 Knowledge about target audience(occupant profile, object of purchase, objective of purchase,

occasion of purchase, organization, and operation of buying activity), the category/ brand
usage status of the customer (non-category user, brand loyal, other brand loyal, or brand
switcher), information processing stage of the customer (aware, knowledgeable,
Comprehension),readiness to purchase stage(liking, preference, or purchase
intention),information need of the target audience (extended problem solving, limited
problem solving, routine behavior), involvement with purchase (low or high),and type of
decision making(informational versus transformational).

4. POSITIONING PLATFORM AND OBJECTIVES OF ADVERTISING (4 HRS)

 Current and desired perception; marketing objectives (trial purchase, repeat purchase,
increased usage, purchase orientation), advertising objectives (category need establishment,
brand awareness, brand attitude, brand purchase intention, and brand purchase facilitation),
and psychological processing objectives(attention, awareness, knowledge, comprehension,
conviction).

5. BUDGET SETTING (1 HR)

 Factors determining budget; steps involved; budget plan and execution.

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6. MEDIA STRATEGY (4 HRS)

 Setting up media objectives (reach, frequency, continuity), media and vehicles evaluation;
development and execution of media plan (media selection, vehicle selection, scheduling of
advertising); media buying and operations.

7. MESSAGE STRATEGY (1 HR)

 What to say (selection of attributes, benefits, motives and appeals), how to say (selection of
verbal and visual elements, execution style, source of delivery, arrangement of arguments).

8. MESSAGE DESIGN AND EXECUTION (1 HR)

 Production of message and ‘ready for media’ conversion; transmission of message for release.

9. MEASUREMENT OF RESULT (1 HR)

 Decision about yardstick of success of campaign; selection of appropriate tool for

measurement; actual measurement; decision about continuation, modification, or dropping of
advertisement.

10. ROLE OF ADVERTISING AGENCY IN ADVERTISING BUSINESS (1 HR)

 Structure and functioning of advertising agency; compensation; client-agency interface.

BASIC TEXTS

 Craft of copywriting (by) Walladeres

 Handbook of Advertising Art Production (by) Richard M. Schlemmer

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: BRAND MANAGEMENT

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

 BRAND MANAGEMENT: OVERVIEW (2 HRS)

 CUSTOMER BASED BRAND EQUITY (2 HRS)
 BRAND POSITIONING & BRAND ARCHITECTURE (4 HRS)
 BRAND ELEMENTS AS BUILDING BLOCKS FOR BRAND EQUITY (2 HRS)
 MARKETING PROGRAM TO BUILD EQUITY (3 HRS)
 SECONDARY BRAND ASSOCIATION AND BRAND EQUITY (2 HRS)
 DESIGNING AND IMPLEMENTING BRANDING STRATEGIES (2 HRS)
 BRAND EXTENSION & MULTIPLE BRANDS (3 HRS)

IMP: Details of each topic can be located in the respective text books

BASIC TEXTS

 Kevin Lane Keller: Strategic Brand Management (Pearson: 2008) chs. 1-7,11, and12.
 Jean – Noel Kapferer: Strategic Brand Management (Kogan Page: 2000): Chs. 1-10

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: CONSUMER BEHAVIOUR

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. FOUNDATIONS OF CONSUMER BEHAVIOR (2 HRS)

 Customer oriented Marketing

 Consumer Buying Behavior & Decision Making Models
- Influences on buying behavior
- Consumer buying and consumption process
- Consumer decision making models
 Researching the Consumer

2. PERSONAL FACTORS (2 HRS)

 Demographics: Age, gender, occupation, education

 Economic status and logic
 Needs and motivation
 Level of involvement and kind of decision making
 Psychographics: Personality, lifestyle and self concept

3. INTERPERSONAL FACTORS (6 HRS)

 Culture, subculture and value system

 Social Group Influences
Social class

Reference groups and opinion leaders

Family and FLC

Role and status

 Interpersonal factors and symbolic consumption

4. ENVIRONMENTAL FACTORS (2 HRS)

 Product offerings and innovations

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 Time, place and other factors
 Public policy issues

5. INFORMATION RECEIPT, PROCESSING AND OUTCOMES (4 HRS)

 Stimulus, Exposure and Attention

 Encoding and decoding of message processing: Ability, opportunity and willingness to
process information
 Outcomes of Processing: Comprehension
- Perception
- Learning and comprehension
- Belief
- Attitude formation
- Memory and retrieval
- Habit formation
 Adoption and Diffusion of Innovation

6. PURCHASE, CONSUMPTION AND POST-PURCHASE BEHAVIOR (2 HRS)

 Problem recognition, types of problems and types of decisions

 Information search
 Evaluation of alternatives
 Choice making and purchase decision
 Consumption and post consumption behavior:
- Consumption and post consumption response

- Consumer care, satisfaction and loyalty

7. INDIAN CONSUMING CLASSES (2 HRS)

 Indian Market Demographics

- Economic groupings
- Regional clusters
- Age cohorts
- Gender divides
- Population density based segments
 Market Segmentation

BASIC TEXT

 Consumer Behaviour (by) Satish K. Batra & Shh Kazmi (Excel)

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: COMPANY LAW

COURSE DURATION: 1 hour per week for 10 weeks

COURSE CREDITS: 01

INDICATIVE LIST OF TOPICS

1. INTRODUCTION (1 HR)

Corporate veil; types of companies and associations, including illegal ones.

2. COMPANY FORMATION (4 HRS)

 Promoters and their legal position; pre incorporation contact; provisional contracts.
 Documents: Memorandum of association; articles of association; doctrine of constructive
notice and indoor management; prospects and book building.

3. SHARE CAPITAL AND SHARE HOLDERS (2 HRS)

 Share capital: Issue, allotment and forfeiture; demat; transmission; dividend and bonus
shares.
 Rights and duties of members and shareholders
 Meetings: convening and conduct of shareholders’ meetings.

4. MANAGEMENT OF THE COMPANY (1 HRS)

Directors: Qualification, appointment and disqualification: Legal provisions; powers and

duties; board meetings; removal of directors; other managerial personnel.

5. INVESTIGATIONS (1 HR)

Inquiries and investigations into matters pertaining to formation and functioning of a

company.

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FINAL VERSION: AUGUST ‘09
6. WINDING UP (1 HR)

Meeting, situations, modes and procedure for winding up of a company.

BASIC TEXTS

 Business Legislation for management (by) M.C Kuchhal & Deepa Prakash (Vikas: Latest
Edition)
 Legal Aspects of Business (by) Akhileshwar Pathak (TMH: Latest Edition)

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: FINANCIAL MANAGEMENT

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. NATURE AND SCOPE OF FINANCIAL MANAGEMENT (3 HRS)

 Meaning, nature and scope; finance functions; job of a finance manager; organization of
function.
 Financial goal of a business: profit v/s wealth maximization; implications; conflict of
goals among various stakeholders

1.1 CONCEPT OF TIME VALUE

 Concepts of discounting, compounding, present value, future value; methods of

estimation.

2. EQUITY VALUATION (6 HRS)

 Concepts of equity and its valuation

 Beta estimation and cost of equity

2.1 COST OF CAPITAL

 Dividend growth v/s CAPM

 WACC

3. CAPITAL BUDGETING & CASHFLOW INVESTMENT ANALYSIS (4 HRS)

 Investment decisions: nature; criteria for evaluation

 Methods of evaluation: NPV, IRR, PI, ARR; their relative superiority and shortcomings
 Cash flow v/s profit; components of cash flow
 Incremental approach for cash flow estimation
 Depreciation: concept; tax treatment of depreciation

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FINAL VERSION: AUGUST ‘09

4. OPERATING LEVERAGE AND CAPITAL STRUCTURE (3 HRS)

 Financial and combined leverage; impact of leverage on risk taking

 Planning an optimum capital structure: Capital structure determination theories; net
income approach; net operating income approach; Modigliani-Miller approach; designing
capital structure

5. WORKING CAPITAL MANAGEMENT (4 HRS)

 Concept and planning for working capital; financing of working capital; approaches
for determining the financing mix; management of inventory, receivables, and cash.

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: HUMAN RESOURCE SYSTEMS-II

COURSE DURATION: 1 hour per week for 10 weeks

COURSE CREDITS: 01

INDICATIVE LIST OF TOPICS

1. INDUSTRIAL RELATIONS (1 HR)

Objectives; requisites; nature; scope

2. INDUSTRIAL DISPUTES (1 HR)

Meaning and kinds; causes, machinery for prevention and settlement

3. COLLECTIVE BARGAINING (2 HRS)

Nature; prerequisites; techniques; processes; advantages and disadvantages

3.1 PARTICIPATIVE MANAGEMENT

Forms; levels; models; objectives; working

4. WORKER’S AND EMPLOYER’S ASSOCIATIONS (2 HRS)

Trade unions and employer’s organizations: forms, purpose; effectiveness

5. DISCIPLINE (1 HR)
Concept; importance; objectives and approaches; steps in disciplinary action

6. GRIEVANCE MANAGEMENT (2 HR)

Internal enquiry; charge sheet; grievance settlement: steps and principles

7. LABOR WELFARE AND SOCIAL SECURITY (1 HR)

Objectives; importance; forms

NOTE: Each topic must be covered in the specific context of Indian scenario. End term
examination will have questions based on industrial relations principles and practices
prevailing in India.
The students shall study the relevant legal provisions in the course of Industrial Law
.Hence a mere mention here would suffice.

BASIC TEXT

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FINAL VERSION: AUGUST ‘09
 Human Resource Management (by) John M Ivancevich (TMH: Latest Edition)

COURSE TITLE: INDUSTRIAL LAW

COURSE DURATION: 1 hour per week for 10 weeks

COURSE CREDITS: 01

INDICATIVE LIST OF TOPICS

1. INTRODUCTION (1 HR)

Objectives behind substantive and procedural labor laws; scope and emergence of socio

economic foundations.

2. LAWS RELATING TO WORKING CONDITIONS (2 HRS)

FACTORIES ACT, 1948: Objectives; definition of a factory; approval, licencing and

registration; regulations relating to health, safety, welfare, hazardous processes, working
hours, employment of special categories (children, women, etc) leave and wages; special
provisions; penalties and procedures for violatios; appeals allowed.

3. LAWS RELATING TO WAGES AND BONUS (3 HRS)

 Payment of Wages Act, 1936: Need and scope; various relevant definitions; Rules for
payment of wages; deductions from wages; maintenance of registers and records;
enforcement of the Act; inspectors; claims arising out of deductions or delays in
payment; appeals allowed.
 Minimum Wages Act, 1948: Need and scope; objectives; constitutional provisions; items
included; wage fixation and revision; enforcement; offences and penalties.
 Payment of Bonus Act, 1965.

4. LAWS RELATING TO INDUSTRIAL RELATIONS (4 HRS)

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FINAL VERSION: AUGUST ‘09
 Industrial Disputes Act: Need, scope and objective; relevant definitions; procedure for
settlement of disputes; various officials/ bodies for settlement/ conciliation; arbitration
mechanism and process, including awards and settlements; strikes and lockouts; Legal
provisions, Layotts and retrenchments; provisions relating to closure of a unit; unfair
labor practices and remedies available.
 Trade Union Act, 1926: Need for a union; role and functions; history of trade union
movement in India; laws relating to TC activities: definition, registration and rules
governing the functioning; rights and privileges of a registered TV, duties and liabilities;
dissolution and derecognition of a TV.
 Industrial Employment (Standing Orders) Act, 1946: objective, scope and applications;
relevant definitions; matters covered under standing orders; procedure for submission,
certification, registration, posting, duration and modification of standing orders;
enforcement; penalties and penalties and procedures.

BASIC TEXTS

 Business Legislation for management (by) M.C Kuchhal & Deepa Prakash (Vikas: Latest
Edition)
 Legal Aspects of Business (by) Akhileshwar Pathak (TMH: Latest Edition)

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: MANAGERIAL ECONOMICS

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. INTRODUCTION (2 HRS)

 Economics And Managerial Decision Making

- Managerial decision making under perfect information, risky and uncertain
situations.
- Economics: Scope of economics; economics as a tool for decision making.
- Managerial Economics: Definition and scope; distinction between economics and
managerial eco.

2. CONSUMER DECISION MAKING (4 HRS)

 Demand Side Of The Market

- Factors influencing demand; managerial implications.
- Demand elasticities and lessons for a manager.
- Demand estimation and fore casting: Basic methods.
 Logic of Buying And Consumption
- Conventional explanation for consumer behavior: Review

- Attributes approach for explaining consumer choices

3. ECONOMICS OF SUPPLY AND PRODUCTION (4 HRS)

 Supply Side of The Market

- Factors determining after of a supplier.
- Supply elasticities and lessons for a manager.
 Production: Conceptual Framework
- Production concepts: review
- Cost concepts; their role in decision making; incrementation; engineering cost
curves.
- Economies and diseconomies in production and supply.

4. PRICING DECISIONS AND IMPLEMENTATION (8 HRS)

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FINAL VERSION: AUGUST ‘09
 Alternative Paradigms Of Decision Making By A Firm
- The neoclassical model of firm: revenue, equilibrium, and profit positions.
- Boumols’s sales revenue maximization model.
- Behavioral approach of Cyert and March.
- Marris’ model of managerial enterprise.
 Various Market Models And Market Power
- Market classification based on number of players and extent of competition;
contestable markets.
- Power of the marketer regarding price setting in each of the situations.
 Pricing Decisions And Implementations-1: Price Determination
- Pricing decisions when competitors would not react.
- Pricing under mutual dependence conditions
- Pricing for attaining long term objectives.
 Pricing Decisions And Implementation-2: Specific Models Of Pricing
- Situation of multiplant operations
- Cartelization
- Price discrimination
- Transfer pricing
 Pricing Decisions And Implementation-3: Decisions In Practice
- Pricing under uncertainty.
- Rule of thumb pricing.
- Mark up pricing.
- Product line pricing.
- Price as quality indicator.
- Pricing of product bundles
- Promotional pricing.
 Pricing Decisions And Implementation-4: New Product Pricing
- Setting the initial price.

- Adjusting price overtime

5. PRICING IN A REGULATORY FRAMEWORK (2 HRS)

 Market Failures And Price Regulations

- Market failures and need for regulation.
- Regulations and market structure, firm behavior etc.
- Price regulation

IMPORTANT NOTE
Treatment shall be nonmathematical and applications oriented. Teaching shall be case/real life
situations based.

COURSE TITLE: MACRO ECONOMICS

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FINAL VERSION: AUGUST ‘09

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. INTRODUCTION (1 HR)

 Definition & scope of macroeconomics

 Income and its measurement; their interpretation
 Circular flow of income, output, and spending
 NI and allied measures for India

2. INCOME DETERMINATION IN SHORT RUN: BASIC MODEL (2 HRS)

 Determinants of aggregate spending

 Equilibrium income
 Changes in income
 Concepts of inflation, unemployment, business cycle, multiplier, etc.

3. INCOME DETERMINATION IN A FOUR SECTOR MODEL (2 HRS)

 Introduction of govt. in income determination model

 Income determination in an open economy
 Changes in income in a four sector model
 Govt. and external sector in Indian economy

4. PRICE SETTING IN AD-AS FRAMEWORK (2 HRS)

 Aggregate demand, aggregate supply, and equilibrium

 Changes in income and price level

5. INCOME AND PRICES IN THE LONG RUN (2 HRS)

 Induced changes in input prices

 Aggregate demand shocks and their consequences on income
 Income in short run and long run
 Business cycle and fiscal operations

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 Fiscal policy in India and its implications for income determination & change

6. INSTITUTION OF MONEY IN A MODERN ECONOMY (1 HR)

 Definition, nature, role, and function of money

 Money and credit
 Banking system: A preliminary idea of credit creation

7. MONEY IN MACROECONOMICS (2 HRS)

 Demand for money: General and in India

 Supply of money: General and in India (monetary aggregated)
 Monetary forces and aggregate demand
 Macroeconomic cycles and aggregate shocks

(Note: IS/LM model is NOT in course)

8. BALANCE OF PAYMENTS AND EXCHANGE RATES (2 HRS)

 Balance of payments: Concept; Indian BOP

 Foreign exchange: Market; determination
 Foreign exchange markets and systems in India

9. MACROECONOMIC POLICY IN AN OPEN ECONOMY (2 HRS)

 Meaning of an open economy and openness

 Macro policy in a world with perfect capital mobility
 Implications of an open economy; Indian case

10. MACROEONOMIC ISSUES: INFLATION (1 HR)

 Inflation in the macro model

 The Philips curve
 The Lucas AS function
 Inflation in India

11. UNEMPLOYMENT (1 HR)

 Meaning, types, and characteristics of unemployment

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 Unemployment in India: Nature. Causes, and consequences
 Cyclical and structural unemployments
 Policies to reduce unemployment

12. INTERNATIONAL TRADE (2 HRS)

 Basis of trade
 Trade theories for the nations
 Trade theories at the firm level
 Gains from trade

BASIC TEXT

 Lipsey and Chrystal: Economics (11th – Indian Edition): Chs. 15-25 (OUP)
 Ministry of Finance: Economic Survey (Latest Edition): All Chapters (OUP)

V. IMPORTANT NOTES:

 All the case studies given in Lipsey & Chrystal are in course.
 The questions in examination will be application (of macroeconomics concepts) based.

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: MANAGEMENT INFORMATION SYSTEM &

KNOWLEDGE MANAGEMENT

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

SECTION-A: MANAGEMENT INFORMATION SYSTEM

1. CONCEPT, ROLE AND COMPONENTS OF MIS (4 HRS)

 Concept of information system and information flow; role and importance of information
systems in management process; strategic role of I.T. in M.I.S ; information systems for
competitive advantage
 Components of MIS: Design and maintenance of M.I.S and Decision support systems
;development and implementation of MIS :systems analysis and design ;alternative
application developments, financing issues (basic idea)
 BPR: Concept; role of I.T. for BPR
 ERP: Meaning; importance; applications; enterprise management systems (basic idea
Only)

2. INFORMATION SYSTEM: THE HARDWARE & THE SOFTWARE (2 HRS)

 Computer: Machine, types and components

 Hardware standards; acquisition of hardware :selection criteria and other considerations

2.1 INFORMATION SYSTEM: THE SOFTWARE

 Programming :Meaning, types; programming languages

 Systems and application soft wares
 Processing of information

3. DBMS (2 HRS)

 Data hierarchy: field, record, file, database; models and main components of DBMS ;
RDBMS; processing through DBMS

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4. APPLICATIONS OF MIS (2 HRS)

 Applications in functional areas: Manufacturing, production, materials, personnel,

finance, marketing, etc.

SECTION-B: KNOWLEDGE MANAGEMENT

5. BASICS OF KNOWLEDGE MANAGEMENT (2 HRS)

 Concept: Data, information and knowledge; knowledge types; knowledge cycle; benefits

6. KNOWLEDGE MANAGEMENT: STRATEGIC DIMENSIONS (2 HRS)

 Knowledge value proposition; capturing knowledge ;using knowledge ;leveraging

knowledge ;capital for competitive advantage
 Creation and codification of knowledge; architecture of knowledge systems

7. KNOWLEDGE MANAGEMENT AND TECHNOLOGY SUPPORT (4 HRS)

 Role of I T in knowledge management

 Data capturing, mining and warehousing; processing and sharing of knowledge using I T

8. LEARNING ORGANISATIONS (2 HRS)

 Concept of a learning organization and relevance of KM

Note: The paper will be taught with the help of Indian case studies using KM successfully, both
from manufacturing and service sector.

BASIC TEXTS

 Knowledge Management (by) Avadh Ghaziri (Person Education)

 Management Information System (by) Laudon and Laudon (Pearson Education)
 MIS – A Managers View (by) Mary Summer & Robert Schultheis (TMH: Latest Edition)

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COURSE TITLE: OB & HRD

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

SECTION-A: ORGANISATION BEHAVIOUR

1. LEARNING (3 HRS)

 Meaning and significance; process of learning: behavioristic, cognitive, social

learning, theories and principles of learning ; behavioral management for
achievement of organizational goals

2. DYNAMICS OF ORGANISATIONAL BEHAVIOUR-1: LEADERSHIP (2 HRS)

 Definition; traits; behavior vs. traits, leadership skills; theories of leadership;

contingency approaches to leadership

3. DYNAMICS OF ORGANISATIONAL BEHAVIOUR-2: EMPOWERMENT AND

PARTICIPATION (2 HRS)

 Concepts; participation: process, advantages, prerequisites for successful

participation
 Programme for participation: consultative management; suggestions programme;
committees; industrial democracy
 Limitations of participation

4. DYNAMICS OF ORGANISATIONAL BEHAVIOUR -3: CONFLICT

MANAGEMENT (2 HRS)

 Meaning sources; conflict management and prevention

 Negotiation: Basic; complete process; issues like biases; personality traits; cultural
differences.

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SECTION –B: HUMAN RESOURCES DEVELOPMENT

5. ROLE ANALYSIS (2 HRS)

 Meaning of task, job, position, role and work; match between role and man :selection
procedure and assessment centre approach

6. SOCIALISATION (2 HRS)

 Objectives; methods; mentoring

7. DEVELOPMENT OF ROLES (2 HRS)

 Performance and potential appraisal: Objective; components ;process

8. COUNSELLING AND FEEDBACK (3 HRS)

 Objectives; review of individuals and groups; effective counseling: conditions and

process

9. ADVANCEMENT AND DEVELOPMENT OF HUMAN RESOURCES (2 HRS)

 Career planning and development; training programme; job enrichment; role efficacy

BASIC TEXT

 Behaviour in Organizations (by) Jerald Greenberg & Robert Baron (Pearson:

Education: 2009)

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FINAL VERSION: AUGUST ‘09

COURSE TITLE: OPERATIONS RESEARCH&DECISION MODELS

COURSE DURATION: 3 hours per week for 10 weeks

COURSE CREDITS: 03

INDICATIVE LIST OF TOPICS

1. OPERATIONS RESEARCH (1 HR)

 Meaning and scope

 Relevance of O.R. techniques for solving business problems

2. DYNAMIC PROGRAMMING (3 HRS)

 Deterministic dynamic programming

 Selected applications of dynamic programming

3. INTEGER PROGRAMMING (3 HRS)

 Cutting plane algorithm

 Integer programming model

4. INVENTORY MODELS (3 HRS)

 Deterministic models
 Economic order quantity
 Permissible strategies

5. SUPERVISING MODELS (SEQUENCING) (3 HRS)

 Simple case of two machines and their allocation through graphical techniques

6. REPLACEMENT MODEL (2 HRS)

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7. DECISION THEORY (3 HRS)

 Decision making and the parameters involved, including probabilistic situations

 Decision making under certainty, risk and uncertainty; criteria for decision making under
each
 Expected monetary value as an aid to decision making
 Decision tree and its managerial application

8. GAME THEORY (3 HRS)

 Business games and strategies adopted by players

 Game matrix
 Pure strategies and saddle point
 Mixed strategies
 Dominance theory and linear programming as tools for determining outcomes
 Application of game theory for pricing advertising and similar managerial decisions

9. ASSIGNMENT PROBLEM (2 HRS)

 Job opportunity cost and its resolution

 Applications of assignment models for solving business issues

10. TRANSPORTATION PROBLEM (2 HRS)

 Transportation problems and their solutions using LCM, NWCM, Vogel’s method
 Transportation problem and optimum solutions through stepping stone method and
modified distribution method
 Special cases of demand/supply inequality, degeneracy, etc.

11. CRITICAL PATH METHOD AND PROGRAM EVALUATION AND REVIEW

TECHNIQUES (5 HRS)

 Monitoring and control of time and project cost using critical path ;float of
 activities(total, free and independent float);estimation of time of completion/duration of
project
 Variance analysis for estimating probability of project completion in scheduled time
 Midcourse correction and crashing of duration of activities ;arresting delays; optimal
time cost trade off
 Resource and manpower allocation and leveling to match the required schedules of
project.

BASIC TEXT

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FINAL VERSION: AUGUST ‘09
 Operations Research (by) J. K. Sharma (Macmillan)

COURSE TITLE: SALES MANAGEMENT

COURSE DURATION: 2 hours per week for 10 weeks

COURSE CREDITS: 02

INDICATIVE LIST OF TOPICS

1. OVERVIEW OF SALES MANAGEMENT (4 HRS)

 Marketing and sales: Meaning and linkages; selling, salesmanship and personal selling :
Comparison and contrasts; myths about selling ;characteristics of a sales job
 Selling theories; buyer-seller dyads

1.1 PERSONAL SELLING

 Types of selling jobs (development, maintenance); sales force objectives

 Sales force strategies: Market access; account relationship
 Theories of personal selling
 Approaches to personal selling: stimulus response approach, need satisfaction approach,
problem situation approach
 Process of personal selling :Prospecting , preapproach ,approach, presentation ,handling
objectives/resistance, close, post sales follow up

2. PLANNING THE SALES EFFORT -1: SALES PLANNING (4 HRS)

 Need for planning; sales manager as planner

 Sales planning process: Selling objectives, determining operations to meet objectives ,
organizing for action, implementing ,measurement of results ,reevaluating and control
 Unsuccessful sales planning and reasons thereof (viz, absence of proper planning ,lack of
systematic communication ,absence of sales force involvement ..)

2.1 PLANNING THE SALES EFFORT - 2: SALES BUDGET

 Purpose, benefits, and principles of setting sales budget

 Various types of sales budgets :sales, expenses, administrative ,profit budgets
 Methods of budgeting for sales force
 Requirements for successful budgeting
 Developing a sales budget ,from situation analysis till actual preparation

Department of Academics, IIPM New Delhi

 PGP_II TRIM
FINAL VERSION: AUGUST ‘09

3. PLANNING THE SALES EFFORT - 3 : SALES POTENTIAL AND FORECAST (4

HRS)

 Market potential and assessment: importance ,need and analysis of potential

 Sales forecasts: Significance, qualitative methods , quantitative methods
 Selection of a forecast method for accuracy and effectiveness
 Difficulties associated with forecasting

3.1 PLANNING THE SALES EFFORT - 4: SALES QUOTA

 Purpose and importance ;characteristics of a good sales quota

 Types of sales quota
 Methods of setting sales quota
 Administering sales quota

3.2 PLANNING THE SALES EFFORT - 4: SALES AND COST ANALYSIS

 Sales controls: Objectives; process and difficulties

 Sales analysis: Steps, problems in analysis, sales audits
 Cost analysis :Types ;procedure
 Marketing audit: Meaning; procedure; components

4. ORGANISING AND DIRECTING THE SALES EFFORT -1: HIRING AND

TRAINING (4 HRS)

 Recruitment: Setting requirements; selection process (upto making offer)

 Sales training :Importance; types :initial ,follow up
 Kinds: Manufacturer to distributor’s sales force ;manufacturer to customer
 Sales training: Designing a program ;implementation; evaluation

4.1 ORGANISING AND DIRECTING - 2: TIME AND TERRITORY

MANAGEMENT

 Importance of time management

 Territory management :Importance; criteria for territory design ;methods for design ;
 procedure for developing territories ; assigning sales force
 Operating territory management :Routing ;scheduling

4.2 ORGANISING AND DIRECTING - 3: COMPENSATING

 Compensation plans and their purpose ;characteristics ;types

Department of Academics, IIPM New Delhi

 PGP_II TRIM
FINAL VERSION: AUGUST ‘09
 Designing of compensation plan
 Implementation of plan

5. ORGANISING AND DIRECTING - 4: MOTIVATING (4 HRS)

 Concept and theories of motivation ;link between motivation and productivity

 Motivating the sales force at different stages of their career ,right upto disengagement
stage

5.1 ORGANISING AND DIRECTING - 5: LEADING

 Leadership: Characteristics of an effective sales team leader

 Leadership styles
 Skills needed foe effective leadership

5.2 CONTROLLING THE EFFORT: EVALUATION

 Performance and its determinants

 Performance evaluation :Why, who, when, how to evaluate
 Monitoring and reviewing performance

BASIC TEXTS

 Sales & Distribution Management (by) S L Gupta (Excel: Latest Edition)

 Sales Management (by) R. Venugopal (Response Books: Latest Edition)

Department of Academics, IIPM New Delhi