O.D.M Computer & Mgt.

Education

SYLLABUS MBA-III SEM. ( MARKETING )

ADVERTISING MANAGEMENT MM- 307

Objectives
The aim of the paper is to acquaint the students with concepts, techniques and give experience in the
application of concepts for developing an effective advertising programme.

Course Contents
Role of advertising in the Marketing Process: Legal Ethical and Social Aspects of Advertising; process of
communication- Wilbur Schramm’s Model, Two step flow of communication, theory of Cognitive
Dissonance and clues for advertising Strategies: Stimulation of Primary and Selective Demand-
Objective setting and Market Positioning; Dagmar Approach- Determination of target audience; Building
of advertising Programme- Message, Headlines, copy, Log, Illustration, Appeal, Layout; Campaign
Planning; Media Planning; Budgeting; Evaluation- Rationale of Testing Opinion and Aptitude tests,
Recognition, Recall, Experimental Design; advertising organisation- selection Compensation and
appraisal of an agency; electronic Media Buying. Advertising campaign- advertising V/s Consumer
behaviour, sales promotion- Role of Creative Strategies; advertising- retail, National, cooperative,
Political, international, public service advertising.
Suggested Readings
1. Aaker,David A. Advertising Management 4th ed. New Delhi, Prentice hall of India 1985.
2. Beleh, geroger e and beleh, Michael A. introduction to advertising and promotion 3rd ed.
Chicago, Irwin, 1995
3. Borden, William H. Advertising, new york Wiley, 1981
4. Hard, Norman. The practice of Advertising. Oxford Butterwroth Heinemann, 1995.
5. Klepner, Otto. Advertising procedure. Englewood cliffs, New Jerssy, Prentice Hall inc. 1986.
6. Ogilvy, David. Ogilvy on Advertising London longman, 1983.
7. Sengupta, Suroto. Brand Positioning Strategies for competitive advantages New Delhi, Tata
MCGraw Hill 1990.

Note:- The examiner will set eight questions in all and the students would be required to attempt any
five questions. All questions will carry equal marks.

SALES MANAGEMENT MM- 308

Objectives
The purpose of this paper is to acquaint the students with the concepts which are helpful in developing
a sound sales and distribution policy and in organizing and managing sales force and marketing
channels.

Course Contents
Nature and scope of sales Management; setting and formulating personal selling objectives; recruiting
and selecting sales personnel; developing and conducting sales training programme; designing and
administering compensation plans; supervision of salesmen; motivating sales personnel; sales
meetings and sales contests; designing territories and allocating sales efforts; objectives and quotas for
sales personnel; developing and managing sales evaluation programme; sales cost and cost analysis.
Suggested Readings
1. Anderson, R. Professional sales mgt. Englewood cliffs, New Jersey, Prentice Hall 1992
2. Anderson, R. Professional personal selling; engelwood cliffs, New Jersey, Prentice Hall 1991
3. Buskirk, RH and Stanton, WJ mgt. Of sales force. Howewood illnois 1983
4. Dalrymple, DJ. Sale mgt. Concepts, and cases New York, Mc Graw Hill 1986
5. Stanton, William J etc. mgt. Of a sales force. Chcago, Irwin, 1995
6. Still RR sales mgt. Englewood cliffs, New Jersey, Prentice Hall 1988.
Note:- The examiner will set eight questions in all and the students would be required to attempt any
five questions. All questions will carry equal marks.
O.D.M Computer & Mgt. Education

CONSUMER BEHAVIOUR MM- 309

Objectives
The basic objective of this course is to develop an understanding about the consumer decision-making
process and its applications in marketing functions of firms.

Course contents
Introduction to consumer Behaviour, consumer behaviour and marketing strategy, consumer
involvement and decision making; information search process, evaluating criteria and decision rules;
consumer motivation, information processing and consumer perception; consumer attitudes and
attitude change; influence of personality and self concept on buying behaviour; psychographics and
lifestyle; reference group influence, diffusion of innovation and opinion leadership family; decision
making; industrial buying behaviour; models of consumer behaviour; consumer behaviour audit;
consumer behaviour studies in India.

Suggested Readings:
1. Assael, H. consumer behaviour and marketing action, ohio, south western, 1995.
2. Engle, JF. Etc. consumer behaviour Chicago Dryden press 1993.
3. Howard, John A etc. consumer behaviour in Marketing. Englewood cliffs, New Jersey, Prentice
Hall 1989.
4. Hawkins, D.I. etc consumer behaviour; Implications for marketing strategy. Texas business 1995.

5. Mowen, John C.Consumer Behaviour, New York Macmillan, 1993.

6. Schiffman, LG and Kanuk, LL. Consumer Behaviour, New Delhi, prentice hall of India
Note:- The examiner will set eight questions in all and the students would be required to attempt any
five questions. All questions will carry equal marks.

RURAL MARKETING MM- 310

Objectives
The objective of the course is to explore the students to the rural market environment and the
emerging challenges in the Globalisation of the economies.

Course Contents
Nature, characteristics and the potential of rural markets in India, social-cultural, economic & other
environmental factors affecting rural marketing. Attitudes and behaviour of the rural consumers and
farmers; marketing of consumer durables and nondurable goods and services in the rural markets with
special reference to product planning, media planning, planning of distribution channels and organizing
personal selling in rural markets in India. Marketing of agricultural inputs with special reference to
fertilizers, seeds and tractors; Organisaiton and functions of agricultural marketing in India.
Classification of agricultural products with particular reference to seasonality and perishability.
Marketing structure and performance. Processing facilities for different agricultural products. Role of
warehousing: determination of agricultural prices and marketing margins. Roles of agricultural price
commission. Role of central and state governments. Institutions and organisations in agricultural
marketing. Unique features of commodity markets in india. Problems of agricultural marketing; nature,
scope and role of co-operative marketing in India.

Sugggested Readings”
1. Arora, RC, Integrated rural development, 1979, scharnd, New Delhi.
2. Desao, Vasat. Rural Development. 1988, Himalaya Bombay.
3. Mishar, SN. Politics and society in rural India. 1980 fre press, new York.
4. Porter, Michael E. competitive strategy. 1980. free press, new york.
5. Rudra, Ashok. Indian Agricultural Economics. Myths and realities. 1982. Allied New Delhi.
6. Stalk, George, Competing Against time. 1990 free press, New Delhi.
O.D.M Computer & Mgt. Education

Note:- The examiner will set eight questions in all and the students would be required to attempt any
five questions. All questions will carry equal marks.

Old Question Papers (Marketing)

Advertising Management MM-307
Q. 1 Define Advertising Management and discuss the role of advertising in marketing
process.
Q. 2 Elaborate the process of communication. Also discuss Wilbur Schramm’s Model.
Q. 3 Write a detailed note on DAGMAR approach used in advertising.
Q. 4 What is meant by an advertising appeal ? On what is it based ? What are qualities
recommended for an effective advertising appeal ?
Q. 5 Define layout and discuss different types of layout. Write the major guides to develop
an effective layout.
Q. 6 Write a detailed note on advertising budgeting.
Q. 7 Discuss in detail the importance of evaluation of advertisements. Also write important
methods of testing advertisement effectives.
Q. 8 Write short notes on any two of the following :- (a) Electronic Media Buying (b)
Appraisal of an ad agency (c) Evaluating advertising effectiveness (d) Ethical
issues in advertising (e) Sales promotion methods directed at trade (f) Political
Advertising (g) Campaign Planning.
Sales Management MM-308
Q. 1 How do they sales objective affect the designing of a sale strategy ? What are various
sales methods? Explain with suitable examples.
Q. 2 Discuss the changing role of Personal Setting. Outline objectives and importance of
each step in selling process.
Q. 3 Why is it difficult to evaluate sales training in the area of sales skill and personal
attitude ? What methods can companies use to evaluate sales training programs ?
Q. 4 What are the links between motivation, evaluation and compensation ? Briefly discuss
the alternative modes of sales force compensation.
Q. 5 Why do firms establish sales territories ? Identify the factors you would keep in mind for
deciding sales territories as an industrial product company like Compton Greaves.
Q. 6 Explain the changing role of sales meetings and sales contests. In the light of this
statement state the significance of sales meetings and sales contexts.
Q. 7 Enumerate the objectives of sales control and discuss the various techniques of sales
control.
Q. 8 Write short notes on the following :- (a) Major input and output standards of sales
evaluation (b) Role of sales management in marketing function.

Consumer Behaviour MM-309

Q. 1 Discuss the meaning and concept of Consumer Behaviour and its importance in
decisions carry equal marks.
Q. 2 Define Consumer Involvement. How does consumer inclement change with different
types of products?
Q. 3 Discuss the process of Consumer Decision Making in detail.
Q. 4 How can personality form the basis for market segmentation ?
Q. 5 “Marketers cannot satisfy consumer without understanding the motives of consumer.”
Discuss the statement.
Q. 6 What is Attitude ? How can Marketing change consumers attitude to get a favourable
response from them ? Write giving suitable examples.
Q. 7 Define the following : (a) Perception (b) Self concept (c) Opinion Leader
(d) Need (e) Information Search.
Q. 8 Write detailed notes on the following : (a) Consumer Reference Group (b)
Role of family in Decision-making.
Rural Marketing MM-310
Q. 1 Define rural marketing. Is there any difference between rural and urban when it comes
to marketing ? Elaborate your answer with suitable examples.
Q. 2 If you wish to launch a TV in rural market of Haryana, how will you proceed?
O.D.M Computer & Mgt. Education

Q. 3 Suppose you have designed a toothpaste for rural market. Among the top national
brands, how will you communicate to the rural consumers so as to convince them t65o
buy your brand.
Q. 4 What is agricultural marketing ? What problems do you see in this context in India ?
Q. 5 Elaborate the marketing activities of fertilizers in India.
Q. 6 Co-operate marketing is gaining strength day by day in the field of agriculture.
Comment.
Q. 7 Describe in detail the role and functions of warehousing in India.
Q. 8 How agricultural commodities prices are set ? What is the role of price communication in
this regard ?