M.B.A marketing syllabus Pondicherry University

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Pondicherry University Directorate of Distance Education offered Master of Administration in Marketing is two years post graduate course.
The admissions are online and unlimited seats are provided to students who have all essential qualification.
You want to know the syllabus of MBA Marketing of Pondicherry University; so I am providing you below:-

Paper I - Management Processes Behaviour

UNIT – I

Nature of Management - Social Responsibilities of Business - Manager and Environment Levels in Management - Managerial Skills - Planning - Steps in Planning Process - Scope and Limitations - Short Range and Long Range Planning - Flexibility in Planning - Characteristics of a sound Plan - Management by Objectives (MBO) - Policies and Strategies - Scope and Formulation - Decision Making - Techniques and Processes.

UNIT-II

Organising - Organisation Structure and Design - Authority and Responsibility Relationships - Delegation of Authority and Decentralisation - Interdepartmental Coordination - Emerging Trends in Corporate Structure, Strategy and Culture - Impact of Technology on Organisational design - Mechanistic vs Adoptive Structures - Formal and Informal Organisation.

UNIT - III

Perception and Learning - Personality and Individual Differences - Motivation and Job Performance - Values, Attitudes and Beliefs - Stress Management - Communication Types-Process - Barriers - Making Communication Effective.

UNIT - IV

Group Dynamics - Leadership - Styles - Approaches - Power and Politics - Organisational Structure - Organisational Climate and Culture - Organisational Change and Development.

UNIT - V

Comparative Management Styles and approaches - Japanese Management Practices Organisational Creativity and Innovation - Management of Innovation - Entrepreneurial Management - Benchmarking - Best Management Practices across the world - Select cases of Domestic & International Corporations - Management of Diversity.


Paper II - Managerial Economics


UNIT – I

General Foundations of Managerial Economics - Economic approach, Circular flow of activity, Nature of the firm - Forms of organizations - Objectives of firms - Demand analysis and estimation - Individual, Market and Firm demand, Determinants of demand, Elasticity measures and business decision making, Demand forecasting - Theory of the firm - Production functions in the short and long run - Cost concepts - Short run and long run costs.

UNIT-II

Product Markets - Market Structure - Competitive market - Imperfect competition and barriers to entry - Pricing in different markets - Recourse Markets - Pricing and Employment of inputs under different market structures - Wages and wage differentials.

UNIT-III

Principles of Economic Decision-making - Capital Budgeting Techniques - Present Worth Method - Future worth Method - Annual equivalent Method - Rate of Return Method ¬Replacement Economy - Economic Life - Cost of Capital-Analysis of risk and uncertainty.

UNIT-IV

Introduction to National Income - Models of National Income Determination - Economic Indicators - Technology and Employment - Issues and Challenges; Business and Government.

UNIT - V

Inter-Sectoral Linkages: Macro Aggregates and Policy Interrelationships - Fiscal and Monetary Policies - Industrial Finance - Money Market, Capital market and Institutional Finance.

Paper III - Accounting for Managers

UNIT – I

Book-keeping and Accounting - Accounting - Branches of Accounting - Concept and Role of Financial Accounting and Management Accounting - International Accounting Standards. Financial Accounting - Concepts and Conventions - Double Entry System - Preparation of Journal, Ledger and Trial Balance - Preparation of Final Accounts: Trading, Profit and Loss Account and Balance Sheet - Groups interested in Accounting Information - Introduction to Tally Package.

UNIT-II

Capital and Revenue Expenditure and Receipts - Depreciation - Meaning - Causes ¬Methods of Calculating Depreciation: Straight Line Method, Diminishing Balance Method and Annuity Method.

UNIT -III

Financial statement analysis and interpretation - Types of Analysis - Objectives - Tools of Analysis - Ratio Analysis: Objectives, Uses and Limitations - Classification of Ratios: Liquidity, Profitability, Financial and Turnover Ratios - Funds Flow Analysis and Cash Flow Analysis: Sources and Uses of Funds, Preparation of Funds Flow statement, Uses and Limitations.

UNIT -IV

Breakeven Analysis - Cost Volume Profit Relationship - Applications of Marginal Costing Techniques: Fixing Selling Price, Make of Buy, Accepting a foreign order, Deciding sales mix.

UNIT - V

Cost Accounting - Concepts -Distinction between Costing and Cost Accounting - Elements of Cost - Preparation of Cost Sheet - Types of Costs.

Paper IV - Business Environment and Law

UNIT – I

Dynamics of Business and its Environment - Corporate Governance and social Responsibility - Ethics in Business - A Discussion - Economic Systems and Management Structure - Family Management to Professionalism - Economic Transition in India: Privatisation, Globalisation and Competition - Resource Base of the Economy - Land, Forest, Water, Fisheries, Minerals - Economic and Business Development and Environmental Issues.

UNIT - II
Infrastructure - Economic: Energy, Power, Transport, Communication, - Social: Education, Science and Technology; Demographic Issues - Political: Constitution, Electoral Issues, Democracy - Productivity Factors, Human Elements and Issues for Improvement - Total Quality - Management Issues - Global Trends in Business and Management; International Relations - MNCs - Foreign Capital and Collaboration - Trends in Indian Industry - The Capital Market Scenario - Future Perspective of Indian Industry and Management; Emerging Geo Political Dimensions of Business Environment.

UNIT - III
Law of Contract - Agreement - Offer - Acceptance - Consideration - Capacity of Contract - Contingent Contract - Quasi Contract - Performance - Discharge - Remedies to breach of Contract - Partnership - Sale of Goods - Law of Insurance - Negotiable Instruments - Notes, Bills, Cheques - Crossing - Endorsement - Holder in due course - Holder in value - Contract of Agency.

UNIT - IV
Company - Formation - Memorandum - Articles - Prospectus - Shares - Debentures - Directors - Appointment - Powers and Duties - Meetings - Proceedings - Management - Accounts - Audit - Appression and Mismanagement - Winding up.

UNIT - V
Factory Act - Industrial Disputes Act - Minimum Wages Act - Workmen Compensation Act.

Paper V - Research Methodology

UNIT – I

INTRODUCTION : Definition of Research, Qualities of Researcher, Components of Research Problem, Various Steps in Scientific Research, Types of Research; Hypotheses Research Purposes - Research Design - Survey Research - Case Study Research.

UNIT-II

DATA COLLECTION: - Sources of Data: Primary Data, Secondary Data; Procedure Questionnaire - Sampling Merits and Demerits - Experiments - Kinds - Procedure; Control Observation - Merits - Demerits - Kinds - Procedure - Sampling Errors - Type-I Error - Type-II Error.

UNIT-III

STATISTICAL ANALYSIS: Introduction to Statistics - Probability Theories - Conditional Probability, Poisson Distribution, Binomial Distribution and Properties of Normal Distributions, Point and Interval Estimates of Means and Proportions; Hypothesis Tests, One Sample Test - Two Sample Tests / Chi-Square Test, Association of Attributes - t-Test - Standard deviation - Co-efficient of variations - Index Number, Time Series Analysis, Decision Tree.

UNIT -IV

STATISTICAL APPLICATIONS: Correlation and Regression Analysis - Analysis of Variance, Completely Randomized Design, Randomized Complete Block Design, Latin Square Design - Partial and Multiple Correlation - Discriminate Analysis - Cluster Analysis - Factor Analysis and Conjoint Analysis - Multifactor Evaluation, Two-factor Evaluation Approaches.

UNIT - V

RESEARCH REPORTS: Structure and Components of Research Report, Types of Report, Good Research Report, Pictures and Graphs, Introduction to SPSS.

Paper VI - Financial Management

UNIT – I

Financial Management: Meaning, nature and scope of finance; Financial goal - profit vs. wealth maximization; Finance functions - investment, financing and dividend decisions.

UNIT II

Capital Budgeting: Nature of investment decisions; Investment evaluation criteria - net present value, internal rate of return, profitability index, payback period, accounting rate of return: NPV and IRR comparison; Capital rationing; Risk analysis in capital budgeting. Cost of Capital: Meaning and significance of cost of capital: Calculation of cost of debt, preference capital, equity capital and retained earnings; Combined cost of capital (weighted); Cost of equity and CAPM;

UNIT III

Operating and Financial Leverage: Measurement of leverages; Effects of operating and financial leverage on profit; analyzing alternate financial plans; Combined financial and operating leverage. Capital Structure Theories: Traditional and M.M. Hypotheses - without taxes and with taxes; Determining capital structure in practice.

UNIT IV

Dividend Policies: Issues in dividend decisions, Walter's model. Gordon's model. M-M hypothesis. dividend and uncertainty, relevance of dividend; dividend policy in practice; Forms of dividends; stability in dividend policy; Corporate dividend behaviour.

UNIT V

Management of working Capital: Meaning, significance and types of working capital: Calculating operating cycle period and estimation of working capital requirements; Financing of working capital and norms of bank finance; Sources of working capital: Factoring services; Various committee reports on bank finance; Dimensions of working capital management.

Paper VII - Marketing Management

UNIT – I

Introduction to Marketing and Marketing Management, Marketing Concepts - Strategic, Management and Marketing Process - Marketing environment - Consumer Markets and buying behaviour - Market segmentation and targeting and positioning marketing mix.

UNIT-II

Product decisions - concept of a product - Product mix decisions - Brand decision - New product development strategies - Product life cycle strategies

UNIT-III

Price Decisions - Pricing objectives - Pricing polices and constraints - Different pricing method product line pricing and new product pricing.

UNIT-IV

Channel decision - Nature of Marketing channels - Types of Channel flows - Channel functions - Channel co-operation, conflict and competition - Direct Marketing -Telemarketing - Internet shopping.

UNIT - V

Promotion Decision - Promotion mix - Advertising Decision, advertising objective - advertising campaign - advertisement effectiveness sales promotion & publicity - Sales force decision.

Paper VIII - Human Resource Management

UNIT – I

INTRODUCTION TO Human Resource Management: Context and Concept of People Management in a Systems Perspective - Organisation and Functions of the HR and Personnel Department - HR Structure and Strategy; Role of Government and Personnel Environment including that of MNCs

UNIT - II
HR PLANNING AND SELECTION: Human Resource Information System [HRIS], Manpower Planning - Selection System including Induction - Performance and Potential Appraisal; Coaching and Mentoring; HRM issues and practices in the context of Outsourcing as a strategy and MNCs

UNIT-III
PERSONNEL DEVELOPMENT AND RETIREMENT: Training and Development - Methods, Design & Evaluation of T & D Programmes; Career Development - Promotions and Transfers - Personnel Empowerment including Delegation - Retirement and Other Separation Processes.

UNIT-IV
FINANCIAL COMPENSATION, PRODUCTIVITY AND MORALE: Principal Compensation Issues & Management - Job Evaluation - Productivity, Employee Morale and Motivation; Stress Management and Quality of Work Life.

UNIT - V
BUILDING RELATIONSHIPS & FACILITATING LEGISLATIVE FRAMEWORK: Trade Unions - Managing Conflicts - Disciplinary Process - Collective Bargaining - Workers and Managerial Decision Making - Concept, Mechanics and Experience.

Paper IX - Quantitative Techniques for Managers

UNIT – I

Stages of Development of Operations Research, Applications of Operations Research, Limitations of Operations Research, Introduction to Linear Programming, Graphical Method, Simplex Method and Duality.

UNIT -II
Transportation Problem, Assignment Problem, Inventory Control - Introduction to Inventory Management, Basic Deterministic Models, Purchase Models, Manufacturing Models without Shortages and with Shortages, Inventory Model with discrete demand distribution.

UNIT-III
Shortest Path Problem, Minimum Spanning Tree Problem, CPM/PERT, Crashing of a Project Network.

UNIT-IV
Game Theory: Two Person Zero-sum Games, Graphical Solution of (2 x n) and (m x 2) Games, LP Approach to Game Theory - Goal programming - Formulations.

UNIT - V
Introduction to Queuing Theory, Basic Waiting Line Models: (M/M/1 )GD/a/a), (M/M/C):GD/a/a) - Introduction to queuing system simulation - Introduction to Basic Replacement Analysis: Economic Life of an Asset, Selection of - Best Replacement Alternative.

Paper X - Strategic Management

UNIT – I

Concepts of Strategy: Defining strategy, levels at which strategy operates; Approaches to strategic decision making; Mission and purpose, objectives and goals; Strategic business UNIT (SBD); Functional level strategies

UNIT-II

Environmental Analysis and Diagnosis: Concept of environment and its components; Environment scanning and appraisal; Organizational appraisal; Strategic advantage analysis and diagnosis; SWOT analysis

UNIT-III

Strategy Formulation and Choice of alternatives: Strategies - modernization, diversification integration; Merger, take-over and joint strategies; Turnaround, divestment and liquidation strategies; Process of strategic choice - industry, competitor and SWOT analysis; factors affecting strategic choice; Generic competitive strategies - cost leadership, differentiation, focus, value chain analysis, bench marking, service blue printing

UNIT -IV

Functional Strategies: Marketing, production/operations and R&D plans and polices- Personnel and financial plans and policies.

UNIT - V

Strategy Implementation: Inter - relationship between formulation and implementation; Issues in strategy implementation; Resource allocation - Strategy and Structure: structural considerations, structures for strategies; Organizational design and change - Strategy Evaluation: Overview of strategic evaluation; strategic control; Techniques of strategic evaluation and control.

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