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Ê 

1. MARKETING AND MARKETING COMMUNICATION (1 HR)

 =
 spec  focus on er
s ng

½. OVERVIEW OF ADVERTISING CAMPAIGN PLANNING (3 HRS)

 S
u
on ns s; se

ng up of er
s ng objec
es; buge
es

on; ec s ons bou
e 
n e ce co ces; es gn ng n prouc
on of essge; c
u e er; esureen
of
resu
s; ec s on bou
fu
ure course of c
on.

‰. SITUATION ANALYSIS (3 HRS)

 £no=ege bou

rge
u ence(occupn
prof e, objec
of purcse, objec
e of purcse,
occs on of purcse, orgn 
on, n oper
on of bu ng c

),
e c
egor
brn usge
s

us of
e cus
oer (non-c
egor user, brn o, o
er brn o, or brn s=
cer),
nfor
on process ng s
ge of
e cus
oer (=re, kno=egebe, Copreens on),re ness

o purcse s
ge( k ng, preference, or purcse n
en
on), nfor
on nee of
e
rge

u ence (ex
ene probe so ng,  
e probe so ng, rou
ne be or), noeen

=
 purcse (o= or  g),n
pe of ec s on k ng( nfor
on ersus
rnsfor
on).

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

 Curren
n es re percep
on; rke
ng objec
es (
r  purcse, repe
purcse, ncrese
usge, purcse or en

on), er
s ng objec
es (c
egor nee es
b sen
, brn
=reness, brn 


ue, brn purcse n
en
on, n brn purcse fc 

on), n
pscoog c process ng objec
es(

en
on, =reness, kno=ege, copreens on,
con c
on).

. BUDGET SETTING (1 HR)

 ?c
ors e
er n ng buge
; s
eps noe; buge
pn n execu
on.

`
  
   `  
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´. MEDIA STRATEGY (4 HRS)

 Se

ng up e  objec
es (rec, frequenc, con
nu
), e  n e ces eu
on;
eeopen
n execu
on of e  pn (e  seec
on, e ce seec
on, sceu ng of
er
s ng); e  bu ng n oper
ons.

â. MESSAGE STRATEGY (1 HR)

 r

o s (seec
on of 

r bu
es, benef
s, o
es n ppes), o=
o s (seec
on of
erb n  su eeen
s, execu
on s
e, source of e er, rrngeen
of rguen
s).

ù. MESSAGE DESIGN AND EXECUTION (1 HR)

 crouc
on of essge n ¶re for e  coners on;
rns ss on of essge for reese.

O. MEASUREMENT OF RESULT (1 HR)

 `ec s on bou
rs
ck of success of cp gn; seec
on of ppropr 
e
oo for esureen
;
c
u esureen
; ec s on bou
con
nu
on, o f c
on, or ropp ng of er
seen
.

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

 S
ruc
ure n func
on ng of er
s ng genc; copens
on; c en
-genc n
erfce.

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Ê 

 oRAN` MANAGEMENT: OVERVIEr (2 HRS)

 CUSTOMER oASE` oRAN` EQUITY (2 HRS)
 oRAN` cOSITIONING & oRAN` ARCHITECTURE (4 HRS)
 oRAN` ELEMENTS AS oUIL`ING oLOC£S ?OR oRAN` EQUITY (2 HRS)
 MAR£ETING cROGRAM TO oUIL` EQUITY (3 HRS)
 SECON`ARY oRAN` ASSOCIATION AN` oRAN` EQUITY (2 HRS)
 `ESIGNING AN` IMcLEMENTING oRAN`ING STRATEGIES (2 HRS)
 oRAN` EXTENSION & MULTIcLE oRAN`S (3 HRS)

IMP: `e
 s of ec
op c cn be oc
e n
e respec
e
ex
books

BASIC TEXTS

 Kevin Lane Keller: S
r
eg c orn Mngeen
(cerson: 2008) cs. 1-7,11, n12.
 Jean ² Noel Kapferer: S
r
eg c orn Mngeen
(£ogn cge: 2000): Cs. 1-10


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ÊÊÊ 

Ê 

1. FOUNDATIONS OF CONSUMER BEHAVIOR (2 HRS)

 Cus
oer or en
e Mrke
ng

 Consuer ou ng oe or & `ec s on Mk ng Moes
* Infuences on bu ng be or
* Consuer bu ng n consup
on process
* Consuer ec s on k ng oes
 Reserc ng
e Consuer

½. PERSONAL FACTORS (2 HRS)

 `eogrp cs: Age, gener, occup
on, euc
on

 Econo c s

us n og c
 Nees n o

on
 Lee of noeen
n k n of ec s on k ng
 cscogrp cs: cerson
,  fes
e n sef concep

‰. INTERPERSONAL FACTORS (6 HRS)

 Cu
ure, subcu
ure n ue ss
e

 Soc  Group Infuences
Soc  css

Reference groups n op n on eers

?  n ?LC

Roe n s

us

 In
erperson fc
ors n sbo c consup
on

X. ENVIRONMENTAL FACTORS (2 HRS)

 crouc
offer ngs n nno
ons

`
  
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 T e, pce n o
er fc
ors
 cub c po c ssues

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

 S
uus, Exposure n A

en
on

 Enco ng n eco ng of essge process ng: Ab 
, oppor
un
 n =  ngness
o
process nfor
on
 Ou
coes of crocess ng: Copreens on
* cercep
on
* Lern ng n copreens on
* oe ef
* A


ue for
on
* Meor n re
r e
* Hb
for
on
 Aop
on n ` ffus on of Inno
on

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

 crobe recogn
on,
pes of probes n
pes of ec s ons

 Infor
on serc
 Eu
on of 
ern
es
 Co ce k ng n purcse ec s on
 Consup
on n pos
consup
on be or:
- Consup
on n pos
consup
on response

- Consuer cre, s
sfc
on n o


â. INDIAN CONSUMING CLASSES (2 HRS)

 In n Mrke
`eogrp cs

* Econo c group ngs
* Reg on cus
ers
* Age coor
s
* Gener   es
* copu
on ens
 bse segen
s
 Mrke
Segen

on

o


 Consuer oe our (b) S
s £. o
r & S £  (Exce)

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Ê 

1. INTRODUCTION (1 HR)

Corpor
e e ;
pes of copn es n ssoc 
ons, ncu ng eg ones.

½. COMPANY FORMATION (4 HRS)

 croo
ers n
e r eg pos
on; pre ncorpor
on con
c
; pro s on con
rc
s.
 `ocuen
s: Meornu of ssoc 
on; r
ces of ssoc 
on; oc
r ne of cons
ruc
e
no
ce n noor ngeen
; prospec
s n book bu  ng.

‰. SHARE CAPITAL AND SHARE HOLDERS (2 HRS)

 Sre cp
: Issue, o
en
n forfe
ure; e
;
rns ss on;   en n bonus
sres.
 R g
s n u
es of ebers n sreoers
 Mee
ngs: conen ng n conuc
of sreoers ee
ngs.

X. MANAGEMENT OF THE COMPANY (1 HRS)

` rec
ors: Qu f c
on, ppo n
en
n  squ f c
on: Leg pro s ons; po=ers n u
es;
bor ee
ngs; reo of  rec
ors; o
er nger  personne.

. INVESTIGATIONS (1 HR)

Inqu r es n nes
g
ons n
o 

ers per
 n ng
o for
on n func
on ng of  copn.

´. WINDING UP (1 HR)

`
  
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Mee
ng, s
u
ons, oes n proceure for = n ng up of  copn.

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Ê 

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

 Men ng, n
ure n scope; f nnce func
ons; job of  f nnce nger; orgn 
on of
func
on.
 ? nnc  go of  bus ness: prof

s =e
 x  
on; p c
ons; conf c
of gos
ong r ous s
keoers

1.1 CONCEcT O? TIME VALUE

 Concep
s of  scoun
ng, copoun ng, presen
ue, fu
ure ue; e
os of
es

on.

½. EQUITY VALUATION (6 HRS)

 Concep
s of equ
 n
s u
on

 oe
 es

on n cos
of equ


2.1 COST O? CAcITAL

 `  en gro=
 
s CAcM
 rACC

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

 Ines
en
ec s ons: n
ure; cr
er  for eu
on

 Me
os of eu
on: NcV, IRR, cI, ARR;
e r re
e super or
 n sor
co ngs
 Cs fo= 
s prof
; coponen
s of cs fo=
 Increen
 pproc for cs fo= es

on
 `eprec 
on: concep
;
x
re
en
of eprec 
on

`
  
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X. OPERATING LEVERAGE AND CAPITAL STRUCTURE (3 HRS)

 ? nnc  n cob ne eerge; pc
of eerge on r sk
k ng

 cnn ng n op
u cp
 s
ruc
ure: Cp
 s
ruc
ure e
er n
on
eor es; ne
ncoe
pproc; ne
oper
ng ncoe pproc; Mo g n -M er pproc; es gn ng cp

s
ruc
ure

. WORKING CAPITAL MANAGEMENT (4 HRS)

 Concep
n pnn ng for =ork ng cp
; f nnc ng of =ork ng cp
; pproces for
e
er n ng
e f nnc ng  x; ngeen
of nen
or, rece bes, n cs.


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Ê 

1. INDUSTRIAL RELATIONS (1 HR)

Objec
es; requ s
es; n
ure; scope

½. INDUSTRIAL DISPUTES (1 HR)

Men ng n k ns; cuses, c ner for preen
on n se

een

‰. COLLECTIVE BARGAINING (2 HRS)

N
ure; prerequ s
es;
ecn ques; processes; n
ges n  sn
ges

3.1cARTICIcATIVE MANAGEMENT

?ors; ees; oes; objec
es; =ork ng

X. WORKER·S AND EMPLOYER·S ASSOCIATIONS (2 HRS)

Tre un ons n epoers orgn 
ons: fors, purpose; effec
eness

. DISCIPLINE (1 HR)
Concep
; por
nce; objec
es n pproces; s
eps n  sc p nr c
on

´. GRIEVANCE MANAGEMENT (2 HR)

In
ern enqu r; crge see
; gr ence se

een
: s
eps n pr nc pes

â. LABOR WELFARE AND SOCIAL SECURITY (1 HR)

Objec
es; por
nce; fors

NOTE: Ec
op c us
be coere n
e spec f c con
ex
of In n scenr o. En
er
ex n
on =  e ques
ons bse on nus
r  re
ons pr nc pes n prc
ces
pre  ng n In .
Te s
uen
s s s
u
e reen
eg pro s ons n
e course of Inus
r  L= .Hence
 ere en
on ere =ou suff ce.

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Ê 

1. INTRODUCTION (1 HR)

Objec
es be n subs
n
e n proceur bor =s; scope n eergence of soc o

econo c foun
ons.

½. LAWS RELATING TO WORKING CONDITIONS (2 HRS)

?ACTORIES ACT, 1948: Objec
es; ef n
on of  fc
or; ppro,  cenc ng n reg s
r
on;
regu
ons re
ng
o e
, sfe
, =efre,  rous processes, =ork ng ours,
epoen
of spec  c
egor es (c ren, =oen, e
c) ee n =ges; spec  pro s ons;
pen
es n proceures for  o
os; ppes o=e.

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

 cen
of rges Ac
, 1936: Nee n scope; r ous reen
ef n
ons; Rues for
pen
of =ges; euc
ons fro =ges;  n
ennce of reg s
ers n recors;
enforceen
of
e Ac
; nspec
ors; c s r s ng ou
of euc
ons or es n pen
;
ppes o=e.
 M n u rges Ac
, 1948: Nee n scope; objec
es; cons

u
on pro s ons;
es
ncue; =ge f x
on n re s on; enforceen
; offences n pen
es.
 cen
of oonus Ac
, 1965.

X. LAWS RELATING TO INDUSTRIAL RELATIONS (4 HRS)

`
  
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 Inus
r  ` spu
es Ac
: Nee, scope n objec
e; reen
ef n
ons; proceure for
se

een
of  spu
es; r ous off c s
bo es for se

een

conc  
on; rb
r
on
ecn s n process, ncu ng =rs n se

een
s; s
r kes n ockou
s; Leg
pro s ons, Lo

s n re
rencen
s; pro s ons re
ng
o cosure of  un
; unf r bor
prc
ces n ree es  be.
 Tre Un on Ac
, 1926: Nee for  un on; roe n func
ons;  s
or of
re un on
oeen
n In ; =s re
ng
o TC c

es: ef n
on, reg s
r
on n rues goern ng

e func
on ng; r g
s n pr  eges of  reg s
ere TV, u
es n  b 
es;  ssou
on n
erecogn
on of  TV.
 Inus
r  Epoen
(S
n ng Orers) Ac
, 1946: objec
e, scope n pp c
ons;
reen
ef n
ons; 

ers coere uner s
n ng orers; proceure for sub ss on,
cer
f c
on, reg s
r
on, pos
ng, ur
on n o f c
on of s
n ng orers;
enforceen
; pen
es n pen
es n proceures.

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1. INTRODUCTION (2 HRS)

 Economics And Managerial Decision Making

* Mnger  ec s on k ng uner perfec
nfor
on, r sk n uncer
 n
s
u
ons.
* Econo cs: Scope of econo cs; econo cs s 
oo for ec s on k ng.
* Mnger  Econo cs: `ef n
on n scope;  s
nc
on be
=een econo cs n
nger  eco.

½. CONSUMER DECISION MAKING (4 HRS)

 Demand Side Of The Market

* ?c
ors nfuenc ng en; nger  p c
ons.
* `en es
c
es n essons for  nger.
* `en es

on n fore cs
ng: os c e
os.
 Logic of Buying And Consumption
- Conen
on expn
on for consuer be or: Re e=

- A

r bu
es pproc for exp n ng consuer co ces

‰. ECONOMICS OF SUPPLY AND PRODUCTION (4 HRS)

 Supply Side of The Market

* ?c
ors e
er n ng f
er of  supp er.
* Supp es
c
es n essons for  nger.
 Production: Conceptual Framework
* crouc
on concep
s: re e=
* Cos
concep
s;
e r roe n ec s on k ng; ncreen

on; eng neer ng cos

cures.
* Econo es n  secono es n prouc
on n supp.

X. PRICING DECISIONS AND IMPLEMENTATION (8 HRS)

`
  
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 Alternative Paradigms Of Decision Making By A Firm
* Te neocss c oe of f r: reenue, equ  br u, n prof
pos
ons.
* oouoss ses reenue x  
on oe.
* oe or pproc of Cer
n Mrc.
* Mrr s oe of nger  en
erpr se.
 Various Market Models And Market Power
* Mrke
css f c
on bse on nuber of pers n ex
en
of cope

on;
con
es
be rke
s.
* co=er of
e rke
er regr ng pr ce se

ng n ec of
e s
u
ons.
 Pricing Decisions And Implementations-1: Price Determination
* cr c ng ec s ons =en cope

ors =ou no
rec
.
* cr c ng uner u
u epenence con
ons
* cr c ng for 

 n ng ong
er objec
es.
 Pricing Decisions And Implementation-½: Specific Models Of Pricing
* S
u
on of u
pn
oper
ons
* Cr
e 
on
* cr ce  scr  n
on
* Trnsfer pr c ng
 Pricing Decisions And Implementation-‰: Decisions In Practice
* cr c ng uner uncer
 n
.
* Rue of
ub pr c ng.
* Mrk up pr c ng.
* crouc
 ne pr c ng.
* cr ce s qu
 n c
or.
* cr c ng of prouc
bunes
* croo
on pr c ng.
 Pricing Decisions And Implementation-X: New Product Pricing
- Se

ng
e n
 pr ce.

- Ajus
ng pr ce oer
e

. PRICING IN A REGULATORY FRAMEWORK (2 HRS)

 Market Failures And Price Regulations

* Mrke
f ures n nee for regu
on.
* Regu
ons n rke
s
ruc
ure, f r be or e
c.
* cr ce regu
on

IMPORTANT NOTE
Tre
en
s be non
e
c n pp c
ons or en
e. Tec ng s be cse
re  fe
s
u
ons bse.

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SECTION-A: MANAGEMENT INFORMATION SYSTEM

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

 Concep
of nfor
on ss
e n nfor
on fo=; roe n por
nce of nfor
on
ss
es n ngeen
process; s
r
eg c roe of I.T. n M.I.S ; nfor
on ss
es for
cope

e n
ge
 Coponen
s of MIS: `es gn n  n
ennce of M.I.S n `ec s on suppor
ss
es
;eeopen
n peen

on of MIS :ss
es ns s n es gn ;
ern
e
pp c
on eeopen
s, f nnc ng ssues (bs c e)
 ocR: Concep
; roe of I.T. for ocR
 ERc: Men ng; por
nce; pp c
ons; en
erpr se ngeen
ss
es (bs c e On)

½. INFORMATION SYSTEM: THE HARDWARE & THE SOFTWARE (2 HRS)

 Copu
er: Mc ne,
pes n coponen
s

 Hr=re s
nrs; cqu s
on of r=re :seec
on cr
er  n o
er cons er
ons

2.1 IN?ORMATION SYSTEM: THE SO?TrARE

 crogr ng :Men ng,
pes; progr ng nguges

 Ss
es n pp c
on sof
=res
 crocess ng of nfor
on

‰. DBMS (2 HRS)

 `
  errc: f e, recor, f e, 
bse; oes n  n coponen
s of `oMS ;
R`oMS; process ng
roug `oMS

`
  
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X. APPLICATIONS OF MIS (2 HRS)

 App c
ons n func
on res: Mnufc
ur ng, prouc
on, 
er s, personne, f nnce,
rke
ng, e
c.

SECTION-B: KNOWLEDGE MANAGEMENT

. BASICS OF KNOWLEDGE MANAGEMENT (2 HRS)

 Concep
: `
, nfor
on n kno=ege; kno=ege
pes; kno=ege cce; benef
s

´. KNOWLEDGE MANAGEMENT: STRATEGIC DIMENSIONS (2 HRS)

 £no=ege ue propos
on; cp
ur ng kno=ege ;us ng kno=ege ;eerg ng kno=ege
;cp
 for cope

e n
ge
 Cre
on n co f c
on of kno=ege; rc
ec
ure of kno=ege ss
es

â. KNOWLEDGE MANAGEMENT AND TECHNOLOGY SUPPORT (4 HRS)

 Roe of I T n kno=ege ngeen

 `
 cp
ur ng,  n ng n =reous ng; process ng n sr ng of kno=ege us ng I T

ù. LEARNING ORGANISATIONS (2 HRS)

 Concep
of  ern ng orgn 
on n reence of £M

Note: Te pper =  be
ug
=

e ep of In n cse s
u es us ng £M successfu, bo

fro nufc
ur ng n ser ce sec
or.

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SECTION-A: ORGANISATION BEHAVIOUR

1. LEARNING (3 HRS)

 Men ng n s gn f cnce; process of ern ng: be or s
c, cogn
e, soc  ern ng,

eor es n pr nc pes of ern ng ; be or ngeen
for c eeen
of
orgn 
on gos

½. DYNAMICS OF ORGANISATIONAL BEHAVIOUR-1: LEADERSHIP (2 HRS)

 `ef n
on;
r
s; be or s.
r
s, eers p sk s;
eor es of eers p; con
ngenc
pproces
o eers p

‰. DYNAMICS OF ORGANISATIONAL BEHAVIOUR-½: EMPOWERMENT AND

PARTICIPATION (2 HRS)

 Concep
s; pr
c p
on: process, n
ges, prerequ s
es for successfu pr
c p
on
 crogre for pr
c p
on: consu

e ngeen
; sugges
ons progre;
co

ees; nus
r  eocrc
 L 

ons of pr
c p
on

X. DYNAMICS OF ORGANISATIONAL BEHAVIOUR -‰: CONFLICT

MANAGEMENT (2 HRS)

 Men ng sources; conf c
ngeen
n preen
on

 Nego

on: os c; cope
e process; ssues  ke b ses; person

r
s; cu
ur
 fferences.

SECTION ²B: HUMAN RESOURCES DEVELOPMENT

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. ROLE ANALYSIS (2 HRS)

 Men ng of
sk, job, pos
on, roe n =ork; 
c be
=een roe n n :seec
on
proceure n ssessen
cen
re pproc

´. SOCIALISATION (2 HRS)

 Objec
es; e
os; en
or ng

â. DEVELOPMENT OF ROLES (2 HRS)

 cerfornce n po
en
 ppr s: Objec
e; coponen
s ;process

ù. COUNSELLING AND FEEDBACK (3 HRS)

 Objec
es; re e= of n  us n groups; effec
e counse ng: con
ons n
process

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

 Creer pnn ng n eeopen
;
r n ng progre; job enr cen
; roe eff cc

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1. OPERATIONS RESEARCH (1 HR)

 Men ng n scope

 Reence of O.R.
ecn ques for so ng bus ness probes

½. DYNAMIC PROGRAMMING (3 HRS)

 `e
er n s
c n c progr ng

 Seec
e pp c
ons of n c progr ng

‰. INTEGER PROGRAMMING (3 HRS)

 Cu

ng pne gor


 In
eger progr ng oe

X. INVENTORY MODELS (3 HRS)

 `e
er n s
c oes
 Econo c orer qun


 cer ss be s
r
eg es

. SUPERVISING MODELS (SEQUENCING) (3 HRS)

 S pe cse of
=o c nes n
e r oc
on
roug grp c
ecn ques

´. REPLACEMENT MODEL (2 HRS)

â. DECISION THEORY (3 HRS)

`
  
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 `ec s on k ng n
e pre
ers noe, ncu ng probb  s
c s
u
ons
 `ec s on k ng uner cer
 n
, r sk n uncer
 n
; cr
er  for ec s on k ng uner
ec
 Expec
e one
r ue s n  
o ec s on k ng
 `ec s on
ree n
s nger  pp c
on

ù. GAME THEORY (3 HRS)

 ous ness ges n s
r
eg es op
e b pers

 Ge 
r x
 cure s
r
eg es n se po n

 M xe s
r
eg es
 `o nnce
eor n  ner progr ng s
oos for e
er n ng ou
coes
 App c
on of ge
eor for pr c ng er
s ng n s  r nger  ec s ons

O. ASSIGNMENT PROBLEM (2 HRS)

 †ob oppor
un
 cos
n
s resou
on

 App c
ons of ss gnen
oes for so ng bus ness ssues

10. TRANSPORTATION PROBLEM (2 HRS)

 Trnspor

on probes n
e r sou
ons us ng LCM, NrCM, Voges e
o
 Trnspor

on probe n op
u sou
ons
roug s
epp ng s
one e
o n
o f e  s
r bu
on e
o
 Spec  cses of en
supp nequ
, egenerc, e
c.

11. CRITICAL PATH METHOD AND PROGRAM EVALUATION AND REVIEW

TECHNIQUES (5 HRS)

 Mon
or ng n con
ro of
e n projec
cos
us ng cr
c p
 ;fo
of
 c

es(
o
, free n nepenen
fo
);es

on of
e of cope
on
ur
on of
projec

 Vr nce ns s for es

ng probb 
 of projec
cope
on n sceue
e
 M course correc
on n crs ng of ur
on of c

es ;rres
ng es; op

e
cos

re off
 Resource n npo=er oc
on n ee ng
o 
c
e requ re sceues of projec
.

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1. OVERVIEW OF SALES MANAGEMENT (4 HRS)

 Mrke
ng n ses: Men ng n  nkges; se ng, sesns p n person se ng :
Copr son n con
rs
s; 
s bou
se ng ;crc
er s
cs of  ses job
 Se ng
eor es; buer-seer s

1.1 cERSONAL SELLING

 Tpes of se ng jobs (eeopen
,  n
ennce); ses force objec
es

 Ses force s
r
eg es: Mrke
ccess; ccoun
re
ons p
 Teor es of person se ng
 Approces
o person se ng: s
uus response pproc, nee s
sfc
on pproc,
probe s
u
on pproc
 crocess of person se ng :crospec
ng , prepproc ,pproc, presen

on ,n ng
objec
es
res s
nce, cose, pos
ses foo= up

½. PLANNING THE SALES EFFORT -1: SALES PLANNING (4 HRS)

 Nee for pnn ng; ses nger s pnner

 Ses pnn ng process: Se ng objec
es, e
er n ng oper
ons
o ee
objec
es ,
orgn ng for c
on, peen
ng ,esureen
of resu
s ,reeu
ng n con
ro
 Unsuccessfu ses pnn ng n resons
ereof ( , bsence of proper pnn ng ,ck of
ss
e
c coun c
on ,bsence of ses force noeen
..)

2.1 cLANNING THE SALES E??ORT - 2: SALES oU`GET

 curpose, benef
s, n pr nc pes of se

ng ses buge

 Vr ous
pes of ses buge
s :ses, expenses,  n s
r
e ,prof
buge
s
 Me
os of buge
ng for ses force
 Requ reen
s for successfu buge
ng
 `eeop ng  ses buge
,fro s
u
on ns s
 c
u prepr
on

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‰. PLANNING THE SALES EFFORT - ‰ : SALES POTENTIAL AND FORECAST (4
HRS)

 Mrke
po
en
 n ssessen
: por
nce ,nee n ns s of po
en


 Ses forecs
s: S gn f cnce, qu

e e
os , qun


e e
os
 Seec
on of  forecs
e
o for ccurc n effec
eness
 ` ff cu
es ssoc 
e =
 forecs
ng

3.1 cLANNING THE SALES E??ORT - 4: SALES QUOTA

 curpose n por
nce ;crc
er s
cs of  goo ses quo


 Tpes of ses quo

 Me
os of se

ng ses quo

 A n s
er ng ses quo


3.2 cLANNING THE SALES E??ORT - 4: SALES AN` COST ANALYSIS

 Ses con
ros: Objec
es; process n  ff cu
es

 Ses ns s: S
eps, probes n ns s, ses u
s
 Cos
ns s :Tpes ;proceure
 Mrke
ng u
: Men ng; proceure; coponen
s

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

TRAINING (4 HRS)

 Recru
en
: Se

ng requ reen
s; seec
on process (up
o k ng offer)
 Ses
r n ng :Ipor
nce;
pes : n
 ,foo= up
 £ ns: Mnufc
urer
o  s
r bu
ors ses force ;nufc
urer
o cus
oer
 Ses
r n ng: `es gn ng  progr ; peen

on; eu
on

4.1 ORGANISING AN` `IRECTING - 2: TIME AN` TERRITORY

MANAGEMENT

 Ipor
nce of
e ngeen

 Terr
or ngeen
:Ipor
nce; cr
er  for
err
or es gn ;e
os for es gn ;
 proceure for eeop ng
err
or es ; ss gn ng ses force
 Oper
ng
err
or ngeen
:Rou
ng ;sceu ng

4.2 ORGANISING AN` `IRECTING - 3: COMcENSATING

 Copens
on pns n
e r purpose ;crc
er s
cs ;
pes

 `es gn ng of copens
on pn

`
  
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 Ipeen

on of pn

. ORGANISING AND DIRECTING - X: MOTIVATING (4 HRS)

 Concep
n
eor es of o

on ; nk be
=een o

on n prouc


 Mo

ng
e ses force 
 fferen
s
ges of
e r creer ,r g
up
o  senggeen
s
ge

5.1 ORGANISING AN` `IRECTING - 5: LEA`ING

 Leers p: Crc
er s
cs of n effec
e ses
e eer

 Leers p s
es
 Sk s neee foe effec
e eers p

5.2 CONTROLLING THE E??ORT: EVALUATION

 cerfornce n
s e
er nn
s

 cerfornce eu
on :r, =o, =en, o=
o eu
e
 Mon
or ng n re e= ng perfornce

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 Ses & ` s
r bu
on Mngeen
(b) S L Gup
 (Exce: L
es
E
on)
 Ses Mngeen
(b) R. Venugop (Response oooks: L
es
E
on)

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