Assam Institute of Management

PGDBM 2009-11 Batch, 1st Trimester

Subject: Principles of Marketing (MM1)

In this paper the students will learn the basic concepts of marketing. At the same time they will
get an opportunity to learn the practical aspects of marketing through case discussions and field
assignments. The emerging trends of marketing in the changing marketing environment,
consumer and industrial buying behaviour , relationship marketing and market segmentation
related aspects also will be discussed with the help of case based examples. Based on the
learning from this course the decision making aspects of marketing will be discussed further in
the marketing course in the 2nd Trimester.

Module Paper No. of sessions

Module 1 Defining marketing, core marketing concepts, marketing tasks 4

and marketing orientation, emerging trends in marketing.

Module 2 The marketing environment, identifying the major forces in the 4

environment- economic, social-cultural, natural, cultural,
technological, political and legal.

Module 3 Creating customer value, satisfaction and loyalty, maximizing 4

customer lifetime value customer databases and CRM.

Module 4 Analyzing consumer markets, factors influencing consumer 4

behaviour, the buying decision process, theories of consumer
decisions making.

Module 5 Analysing business markets, participants in the business buying 4

process, stages in the buying process.

Module 6 Identifying market segments and targets, levels of market 4

segmentations, bases for segmenting consumer markets and
business market, market targeting.
Total = 24

Evaluation : Class Participation = 10

Periodic Tests = 30
Assignments = 20
End Term Test = 40

Readings - The text book on Marketing Management by Kotler et al and

business magazines and dailies having the marketing coverage..
 Assam Institute of management
PGDBM Programme, 2008-2010 Batch, 4th Trimester
Subject: Sales Distribution and Retail Management

Rapid changes in communication and information technology, globalisation of business, increase

in competition and higher level of customer orientation have made sales, distribution and
retailing management more important than other. The role of the sales, distribution and retailing
function has been changing. Today, the managers are expected to manage multiple channels and
to coordinate sales, distribution and retailing functions. The main purpose of this course is to
fulfill the need of an integrated course on sales, distribution and retailing management.

Module Paper Session

Module 1 : Introduction to sales management, personal selling-preparation 8

and process, planning, sales forecasting and budgeting,
management of sales territories and quotas, organising and
staffing the sales force, training and motivating the sales force,
compensating, controlling the sales force.

Module 2 : Distribution management and marketing mix, marketing 8

channels, designing channel systems, channel management,
channel information, market logistics, international sales and
distribution management.

Module 3 : Introduction to retail, retail in India, theories of retail, 8

internationalization of retail understanding the retail consumer,
retail strategy, retail merchandising, retail pricing, private labels,
category management, managing retail, retail management
information system.

Suggested Books

1) Sales and Distribution Management by Krishna K Havaldar and Vasant M Cavale,

the McGraw Hills, 2009.
2) Retailing Management – Text & Cases by Swapna Pradhan, The McGraw Hills 2009.

Evaluation :

Class Participation = 10
Case, assignment project = 20
Periodic test = 30
End Term Test = 40
----------------
Total = 100