Syllabus for Ph.D.

Course Work [MARKETING]

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SALES AND SELLING MANAGEMENT
COURSE CODE: BAM 956
Objective: The objectives of this course is to provide an extensive picture with regards to theory
and practice of managing sales and to inculcate personal selling skills.

Unit I Sales Management and Organisation :

Objectives and sales management , sales executive as a coordinator , sales management and
control , sales organisation - it's purpose , setting up a sales organisation , types of sales
organisation . Nature, Scope and objectives of Sales Management; Determination of size of sales
force, Conducting sales training programs; Designing and Administering Compensation Plan;
Distribution Channels: Role of Marketing Channels, Factors affecting choice of Distribution;
Channel Structure; Channel Conflict and Co-ordination.

Unit II Personal Selling

Objectives and theories of personal selling , analysing market potential, sales potential and sales
forecasting method & evaluation , determining sales related marketing policies - product
policies, distribution policies & pricing policies .

Unit III Sales Operations

Sales budget , sales territories , sales Quata's , control of sales , sales meeting and sales contest,
organizing display , showroom and exihibitions.

Unit IV Salesmanship
Sales manager- Qualities and functions , types of salesman , prospecting , pre-approach &
approach , selling sequence , psychology of customers.

Unit V Sales force Management

Recruitment & selection , training , formulation & conduction of sales training programme,
motivation of sales personnel , compensation of sales personnel , evaluation and supervision of
sales personnel.

Research Papers based on the above syllabus to be discussed in the class.

Books for study and reference:

1. Still , Cundiff & Govani Sales management & Cases
2. McMurry & Arnold How to build a dynamic Sales Organisation
3. Pradhan , Jakate & Mali Elements of Salesmanship and Publicity
4. Anderson R Professional Sales Management
5. F.L. Lobo Successful Selling
Dalrymple, D J. ,Sales Management: Concepts and Cases. New York, John Wiley, 1989.
5. Still, R & Govoni ,Sales Management, Prentice Hall Inc., 1988.
6. Khanna, K.K. Physical Distribution Management, Himalaya Publishing House, New Delhi.
 POSITIONING & BRAND MANAGEMENT
COURSE CODE: BAM 957
Objectives: To equip the students with the various dimensions of product management such
asproduct-line decisions, product platform and product life cycle. To explore the various issues
related to Brand Management and to enhance the understanding and appreciation of this
important intangible strategic asset including brand associations, brand identity, brand
architecture, leveraging brand assets, brand portfolio management etc. To develop familiarity
and competence with the strategies and tactics involved in building, leveraging and defending
strong brands in different sectors.

Unit I
Introduction to Product & Brand Management, Emergence as a separate area of study, Product,
Product Levels, Product Hierarchy, Classification of Product, Product Management: Product
Concepts and Classification; Product Mix and Line Decisions;
Product Development Process; New Product Launches,

Unit II
Product Mix - A strategic choice. Product Mix decisions, Product Line decision - strategic
decision involving adding or pruning product lines.

Unit III
Concept of STP & strategies, Product Positioning, Developing Positioning Strategy, Elements of
Positioning, Positioning Methods, Communicating the Positioning Strategy.

Unit IV
Product Research - Importance, tools and analysis, Product Development & Testing, Product
Launch Decisions. .

Unit V
Branding, Need for Branding, Brand & related concepts: Brand Equity, Brand Life Cycle, Brand
Positioning & Repositioning, Branding decisions, Family vs. individual Branding, Multiple
branding, brand extension, Branding in specific sectors like Industrial, retail, service, e-branding.
Concept and importance of Branding; Basic branding concepts: brand awareness, brand
personality, brand image, brand identity, brand loyalty, brand equity; Major Branding Decisions:
Brand Positioning and Re-launch: Brand building and communication. Brand Equity.
Research Papers based on the above syllabus to be discussed in the class.
Books for study and reference:
1. Product Management: Ramanujam
2. Product Management: Chunawalla
3. Product Management: Lehmann DR; Russel S Winner
4. Brand Management: Y L R Moorthi
5. Brand Positioning: Subratu Sen Gupta
1. Aaker, David A. etc., Advertising Management, 4th edition , PHI, 1985
2. Belch, George E. and Belch, Michael A.; Advertising and promotion, Tata McGraw Hill,
New Delhi
3. Ogilvy David, Ogilvy on Advertising, London, Longman.
4. Jones, John Philip, What’s in a brand, Tata McGraw Hill, New Delhi
5. Chunawalla, S.A., Advertising, Sales and Promotion Management, Himalaya Publishing
House, Mumbai.
6. Mohan, Manendra; Advertising Management, Tata McGraw Hill, New Delhi
7. Sandage and Fry burger, Advertising Management
6. Lehman, Donald R. and Winer, Russel S., Product Management, Tata McGraw Hill, 3rd
edition, 2002.
 CONSUMER BEHAVIOUR AND MARKETING COMMUNICATION
COURSE CODE: BAM 958
Objective: The basic objective of this course is to develop an understanding about the consumer
decision making process and its applications in marketing function of firms. To become familiar with the
advances in consumer research in deciphering buyer motivation, and behaviour (pre-purchase, purchase
and post purchase), impact of social and cultural variables on consumption decisions equipped with
frameworks to analyse consumers behaviour and use them in designing marketing strategies and in
enhancing the effectiveness of marketing programmes
Unit I Introduction to Consumer Behaviour (CB): Nature and Importance of CB, application
of CB in Marketing , Consumer Research process. Introduction to Consumer Behavior; Scope &
applications of Consumer Research. Demographics, Psychographics & Lifestyle; Influence of
Society, Culture, Subculture and social class; Cross-Cultural Consumer Behavior; Consumer
Perception; Consumer Learning; Consumer Attitudes & Beliefs: Models of Consumer Behavior.
Unit II Individual Determinants of CB
Perception: process, Consumer Imagery, perceived risk, Learning: principles, theories
Personality: nature, theories, self concept, psychographic and life style, Attitude: Structural
model of attitude, attitude formation & change Motivation: needs/motives & goals, dynamic
nature of motivation, Arousal of motives, theories
Unit III Group Determinants of CB
Reference group influence: types of consumer relevant groups, factors affecting group influence,
application of reference group concept. Family: functions of family, family decision making,
family life cycle(FLC), Opinion Leadership and Personal influence, Diffusion of Innovation:
Adoption process., Diffusion process.
Unit IV Environmental Influences on CB
Social class, Life style Profile of Social class, application to CB, Culture: characteristics, cross
cultural understanding.
Unit V Consumer Decision making Process
Determinants of Buyer Behaviour and Framework of Buyer Behaviour, Overview of the Stages
in the choice process, factors affecting each stage, and Need recognition, Information Gathering
& Evaluation: Perceptual Mapping & Positioning: Value perception, Information Search,
Defining criterion for choice, mapping perceptions and value perceptions of consumers.
Evaluation rules used by consumers. Mapping attributes, comparison of brands, positioning
options, product and promotions related strategies. Perceived value components, generating
attribute lists, mapping methods. Consumer Expectations & Perceptions: Satisfaction & Value.
Post–purchase Processes, Measuring satisfaction and value, Value/Satisfaction delivery process
and programs. Satisfaction and retention. Quality and satisfaction. Cultural Influences on
Consumer Behaviour, Understanding cultural and sub-cultural influences on individual, norms
and their role, customs, traditions and value system.
Unit V Consumer Research
Various methods and techniques of consumer research, reliability and validity, generalization.
New Developments in the field of Consumer Research.
Unit VI Integrated Marketing Communications
The Role of IMC in Marketing, Reasons for Growing Importance of IMC, Direct Marketing;
Sales and Trade Promotion; The Internet and Interactive Media; Personal Selling; Evaluating the
Ethical Aspects of IMC.
communicating value, Designing and Managing Integrated Marketing Communications,
Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations,
Managing Personal Communications: Direct and Interactive Marketing and Personal Selling.
Research Papers based on the above syllabus to be discussed in the class.
Books for study and reference:
1. 1.Loudan, David L and Bitta, A.J. Della Consumer Behaviour
2. Schiffman LG and Kanuk LL Consumer Behaviour
3. Nair, Suja R, Consumer Behaviour in Indian Perspective
4. Bennet and Kasarjian Consumer Behaviour
 5. Mowen, John Consumer Behaviour
6. Schiffman, L.G. and Kanuk, L.L., Consumer Behaviour, New Delhi, PHI.
7. Kenneth E. Clow and Donald Baack (2004); Integrated Advertising, Promotion and
Marketing Communications; PHI Ltd., New Delhi
8. Loudon & Loudon; Consumer Behavior; TMH; New Delhi

RETAIL MANAGEMENT
COURSE CODE: BAM 959

Objectives: To introduce the basic concepts of retail management and the latest developments in
retailing in the Indian context. To provide a strategic perspective of the retailing industry and to
introduce to the framework of Retail mix and each of its elements.
Unit I Introduction to Retailing
Retailing in India, significance of retail industry, marketing retail equations, new role of retailers,
Indian retail scenario and its future prospects.
Unit II Retail Formats and Theories
Theories of retail development, concept of retail life cycle, classification of retail stores, the role
of franchising in retail, Unorganized and organized retailing Retailing Structure and Different
Formats: Super Market, Specialty Store, Departmental Store, etc., Understanding the Retail
Consumers. The factors influencing retail shopper, consumer decision making process, changes
in the Indian consumer, the use of market research as a tool for understanding markets and
consumers.
Store Locations: the importance of store locations, types of locations, steps involving in choosing
a location, trade areas and their evaluation, how to evaluate a retail location, retail Store
Location, Design and Layout Decision.
Unit III Retail Merchandising
The concept of merchandising, the evolution of merchandising function in retail, merchandising
Buying: the process of merchandising buying, the procedure for selecting vendors and building
partnerships, the concept of own brand and manufacturers’ brand, the concept of category
management
Unit IV Retail Communication
The concept of retail marketing mix, STP, the role of POP in retail branding, servicing the Retail
Customer, concept of customer service, gaps in customer service, methods and tools available for
encouraging loyalty, role of retail sales person, selling process.
Unit V Retail Store Operations
Retail store design & visual merchandising: relationship between store image and store design,
components of exterior and interior, consideration for selecting layout, visual merchandising in
retail.
Research Papers based on the above syllabus to be discussed in the class.
Books for study and reference:
1. Levy Michael & Weitz Bartcn W.; Retailing Management; Tata McGraw Hill. New
Delhi.
2. Newman A.J. and Cullen P - Retailing : Environment and Operations (Vikas, 1st Ed.)
3. Berman B and Evans J.R - Retail Management (Pearson Education, 9th Ed.)
4. Michael Levi M and Weitz BW - Retailing Management (Tata McGraw Hill, 5th Ed.)
5. Dunne Patrick M., Lusch Robert F. and Griffith David A - Retailing (Cengage
Learning, 4th Ed.)
6. Cox Roger and Brittain Paul - Retailing: An Introduction (Pearson Education, 5th
Ed.)
7. Newman and Cullen - Retailing (Cengage Learning, 1st Ed.)
8. Vedmani G. Gibson - Retail Management - Functional Principles & Practice (Jaico
Publications, 1st Ed.)
 MARKETING CONCEPTS
COURSE CODE: BAM 960
Objective: The objective of this course is to prepare students to read and understand the
literatures and stimulate new research interests in the field of marketing. To develop an
understanding of the underlying concepts, strategies and issues involved in the Marketing of
products and services.
Unit I Marketing – Basics
Present day importance of marketing in national and global context; Consumer Behaviour –
Decision Makint Perspectives, Improving the judgment process, Models of consumer behaviour;
Marketing Information System – Marketing Research System and Marketing Decision Support
System.
UNIT II Research Methods in Marketing
Quantitative and Qualitative Research in Marketing, Attitude Measurement and Scaling
Techniques, Product Research, Test Marketing, Advertising Research, Media Research,
Motivation Research.
UNIT III Strategic Marketing
Customer, Competitor and Environmental Analysis; SWOT Analysis, BCG Framework model,
Porter’s Model, GE Model, McKinsey Model, Market Leader, Challenger, Follower and Nicher
Strategies; Market Entry/Exit Decision; Marketing Mix Strategies; Sustaining Competitive
Advantage and Core Competence.
UNIT IV Logistics and Supply Chain Management
Retail Merchandising – Retailers’ Marketing Mix, Product Merchandising and Display, Vendor
Relations, Pricing and Mark Downs, e-retailing, Customer Relationship Management –
Customer Life Time Value Customer Acquisition Development and Retention, Brand and
Customer Equity.
UNIT V Entrepreneurial Marketing
New Venture Initiation, Low budget or no budget Market Research, Alternatives to high cost
advertising. Multinational Marketing – Overseas Market Research, Legal Dimensions of
Multinational Marketing, New Techniques, Social Impact of Marketing – Social Impact
Analysis.
Research Papers based on the above syllabus to be discussed in the class.
Books for study and reference:
1. J. Zeithaml, V A and Bitner, M J. Services Marketing; 3rd edition; McGraw Hill, New
Delhi; 2002.
2. Hoffman & Bateson; Essentials of Service Marketing; Thomson Learning; Mumbai.
3. Kotler, P., Marketing Management; Analysis, Planning, Implementation and Control,
New Delhi,
4. MacMillan
5. Schiffman, L.G. and Kanuk, L.L., Consumer Behaviour, New Delhi, PHI.
6. Belch, G.E. & Belch, M.A., Introduction to Advertising and Promotion, Chicago, Irwin.
7. Porter, M.E., Competitive Advantage : Creating, Sustaining Superior Performance, New
York, Free Press.
8. Keegan, W., Global Marketing Management, Englewood Cliffs, New Jersey, PHI.
9. Levy, M & Barton, A.W., Retailing Management, Irwin, London.
10. Shankar, Ravi, Service Marketing, Excel, 2002.
11. Dalrymple, D J.,Sales Management: Concepts and Cases. New York, John Wiley, 1989.
12. Still, R & Govoni ,Sales Management, Prentice Hall Inc., 1988.
13. Khanna, K.K. Physical Distribution Management, Himalaya Publishing House, New
Delhi.
14. Belch, George E and Belch, Michael A. Introduction to Advertising and Promotion. 3rd
ed. Chicago; Irwin, 2002.
15. Berman. Bell & Evans, Joel R.; Retail Management; A Strategic Approach; PHI/Pearson
Education; New Delhi.
16. Kenneth E. Clow and Donald Baack (2004); Integrated Advertising, Promotion and
Marketing Communications; PHI Ltd., New Delhi
17. Levy Michael & Weitz Bartcn W.; Retailing Management; Tata McGraw Hill. New
Delhi.
18. Loudon & Loudon; Consumer Behavior; TMH; New Delhi
19. Lehman, Donald R. and Winer, Russel S., Product Management, Tata McGraw Hill, 3rd
edition, 2002.
20. Ramaswamy, V. S. and Narnakumari: Marketing Management – Planning Control,
MacMillan, New Delhi
21. Enis, B. M.: Marketing Classic – A Selection of Influential Articles, McGraw Hill, New
York
22. Marketing Management – Kotler, keller, koshi & Jha, PHI.
23. Marketing Management – Evan & Berman, Cengage Publication
BAM 961 Business Valuation 3(3-0-0)

Unit I
Principles and techniques of valuation, Asset valuation bases, Earnings valuation, Cash
flow valuation bases, other valuation bases, efficient market hypothesis, Impact of
changing capital structure on the market value of the company Priorities of different
stakeholders in terms of business valuation.

Unit II
Concept of Mergers, Nature of Acquisitions, Procedures, Valuation of Mergers and
Acquisitions

Unit III
Valuation of Assets and Liabilities -Forms of intellectual property and methods of
valuation, Valuation of fixed assets, Valuation of inventories

Unit IV
Valuation of investments -Valuation of shares, Dividend growth valuation models, MM
theory, Valuation of options, Valuation of intangibles -Human resource accounting,
Valuation of goodwill, patents and copyrights, Valuation of brands.

Suggested Readings:

1) Sarig, O.H., &, Benninga, S.Z. (1997). Corporate Finance: A Valuation

Approach, Irwin McGraw, New York.
2) Corrado, C.J. (2000). Fundamentals of Investment Valuation and Management,
McGraw Hill, New York
3) Sridharan, N.R., &, Pandian, A.(1992). Guide to Takeovers and Mergers,
Wadhwa and Company, Nagpur, M.P.
4) Damodarai, M. (2002). Investment Valuation- Tools and Techniques for
Determining the Value of any Asset, John Wiley & Sons Inc, New York.