Application for Recognition of Open and Distance Learning ...

DEVI AHILYA VISHWAVIDYALAYA, INDORE

(Formerly University of Indore), NAAC A+ Grade State University of Madhya Pradesh

Application for Recognition of Open and

Distance Learning (ODL) and Online (OL)

Programs from 2020-21

(Academic session beginning January, 2021 and onwards)

DIRECTORATE OF DISTANCE EDUCATION

Khandwa Road, Indore

Index Page

S. No. Particular Page Number

1. Printed Copy of Application 1 - 68

HEI Authorities

2. Appointment Letter of Director 69 - 70

HEI Recognition

3. UGC Approval for 2(f) and 12(B) 71

UGC DEB Recognition

4. UGC DEB Approval 72 - 75

NAAC Details

5. NAAC Certificate 76

Territorial Jurisdiction

6. Territorial Jurisdiction as per Act 77

Additional Information

7. Statutory Bodies approval for Starting New Programs 78

Programme Project Reports (PPRs)

8. Approval of PPR for B.A., B.Com., M.A., M.B.A. and M.B.A. (EM) 79 - 83

9. PPR for Bachelor of Arts (B.A.) Plain 84 - 94

10. PPR for B.Com. Plain 95 - 105

11. PPR for Master of Arts (M.A.) in Economics 106 - 115

12. PPR for Master of Arts (M.A.) in Sociology 116 - 124

13. PPR for MBA (02 Years) Regular 125 - 138

14. PPR for MBA (02 Years) Energy Management 139 - 146

Self Learning Materials (SLMs)

15. Statutory Body approval for Self Learning Material for for B.A., B.Com., M.A., M.B.A. and M.B.A. (EM)

147 - 148

16. Sample SLM of Environmental Studies (B.A. and B.Com.) 149 - 165

17. Sample SLM of Micro Economics (B.Com.) 166 - 183

18. Sample SLM of Business Law (B.Com.) 184 - 197

19. Sample SLM of Digital Marketing (M.B.A.) 198 - 223

20. Sample SLM of Retail Marketing (M.B.A.) 224 - 248

21. Sample SLM of Wind Energy (M.B.A.-EM) 249 - 276

22. Details of Modules developed by the University for SWAYAM 277 - 279

E-Learning Material

23. E-learning Material for Financial Management (M.B.A.) 280

24. E-learning Material for Retail Marketing (M.B.A.) 281 - 282

25. E-learning Material for Marketing Management (M.B.A.) 283 - 285

26. E-learning Material for ह िंदी भाषा और नैतिक मूल्य-1/2/3

(B.A. and B.Com.)

286

27. E-learning Material for Environmental Studies (B.A. and B.Com.) 287

28. E-learning Material for Basics of Computer and IT (B.A. and B.Com.) 288

CIQA

29. Centre for Internal Quality Assurance 289

Compliance

30. Affidavit in prescribed format 290 - 293

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..

Devi Ahilya VishwavidyalayaHEI Profile & Administrative Information :

HEI Basic Information :

HEI Authorities

HEI Recognition

UGC DEB Recognition

Registration ID: HEI-P-U-0270 Name of the HEI: Devi Ahilya Vishwavidyalaya Institution Type: State

Year of Establishment: May 1964 Mode of Education:

Dual Mode

City: Indore District: Indore

Address_1: Devi Ahilya Vishwavidyalaya, RNT Marg, Address_2: Indore Pin Code: 452001

Email: [email protected] Telephone:

+91-731-2527532

Fax:

+91-731-2529540

State:

MADHYA PRADESH

Official Website of HEI:

https://www.dauniv.ac.in/

Official website for Open & Distance Learning:

http://www.dde.dauniv.ac.in/

Official website for Online Learning :

http://www.dde.dauniv.ac.in/

Vice Chancellor

Name of the Vice Chancellor: Dr. Renu Jain Vice Chancellor Email:

[email protected]

Vice Chancellor Mobile:

9425122844

Phone (Office):

0731-2529476

Phone (Residence):

0731-2529476

Highest Education Qualification: Ph.D. Experience: 40 Years

Registrar

Name of the Registrar: Dr Anil Sharma Registrar Email: [email protected] Registrar Mobile: 9425348050

Phone (Office): 0731-2527532 Phone (Residence): 0731-2527532 Highest Education Qualification: Ph.D. Experience: 30 Years

Director of Centre for Distance and Online Education (CDOE)

Name of Director of Centre for Distance and Online Education (CDOE) :

Dr. Pratosh Bansal

Email Id:

[email protected]

Mobile No: 9981643512

Highest Education Qualification: Ph.D. Date of Joining: 29-08-2020 Appointment Letter:

View

CIQA

Whether Center for Internal Quality Assurance (CIQA) is establised or not : Yes

Recognition status of the HEI as per UGC Act, 1956:

SECTION 2(f)

Is HEI also recognized under 12 B: Yes

Approval of Statutory Authority: Yes Copy of relevant page of act allowing HEI to offer the programme in Both :

View

Page 1 of 293.

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IGNOU Recognition

NAAC Details

NIRF Ranking

Ifapplicable Upload the supporting documents i.e. Recognition letters

Yes 2018-19

Letter No :-

15-2/2018 (DEB-I)

Date of UGC recognition letter:-

18-10-2018

Yes 2019-20

Leter No :-

15-2/2018 (DEB-I)

Date of UGC recognition letter:-

18-10-2018

Upload the supporting documents i.e. Recognition letters

2019-20 Leter No :- 15-2/2018 (DEB-I) Date of UGC recognition letter :- 18-10-2018

Are you recognized by UGC, DEB unde UGC(ODL) Regulations, 2017? *

Yes

View (/Uploads/Proposal/recognitionletters2018/HEI-P-U-0270/HEI-P-U-0270_recognitionletters2018_20201014101115.pdf)

View (/Uploads/Proposal/recognitionletters2019/HEI-P-U-0270/HEI-P-U-0270_recognitionletters2019_20201014101115.pdf)

Whether HEI is recognized by UGC, DEB under UGC (Online Courses or Programmes) Regulations, 2018? :-

Yes

View ()

Have you filled CIQA Report for academic year 2018-19? :-

Yes

When was SLM delivered to student for academic year 2019-20*

Month Year

Printing Material 8 2019

Audio-Video Material

Online Material

Compute based Material

From To Document

Whether HEI was recognised from IGNOU DEC/DEB Prior to UGC (ODL) Regulations, 2017 :-

No

Whether accredited by NAAC? :- Yes

Grade :- A+

Score :- 3.3

Validity of NAAC :- 25-11-2024

Upload NAAC Document :- View

Year of assessment of NAAC :- 2019

Whether valid for the academic period January 2021 and onwards :- Yes

Page 2 of 293.

http://deb.ugc.ac.in/Uploads/Proposal/recognitionletters2018/HEI-P-U-0270/HEI-P-U-0270_recognitionletters2018_20201014101115.pdf

http://deb.ugc.ac.in/Uploads/Proposal/recognitionletters2019/HEI-P-U-0270/HEI-P-U-0270_recognitionletters2019_20201014101115.pdf

http://deb.ugc.ac.in/Proposal/Preview/index

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Territorial Jurisdiction

Infrastructure

Activity Calendar

Year :-

Ranking :- null

Year :-

Ranking :-

Year :-

Ranking :-

Information regading Territorial Jurisdiction

Territorial Jurisdiction of HEI as per its Act :- Within District(s)

Mention District (s) :- Indore, Alirajpur, Barwani, Burhanpur, Dhar, Jhabua, Khargone and Khandwa (Total 8 - Indore Division)

Copy of Relevant Page to act: Upload :-View

Territorial Jurisdiction as per UGC (Open and Distance Learning Programmes and Online Programmes) Regulations, 2020 :- Within District(s)

Mention District (s) :- Indore, Alirajpur, Barwani, Burhanpur, Dhar, Jhabua, Khargone and Khandwa (Total 8 - Indore Division)

Total Build-up area for Open and Distance Learning activity - Minimum 15000 sq.ft. (carpet area):

Build-up Area TypeMinimum Built up arearequired as per Regulations

Built-Up Areaavailable(Carpet AreaSq. ft) Difference

Complianceor Not

Academic 7500 10384 2884 Yes

Administrative 1500 2040 540 Yes

Academic support such as Library, Reading Room, Computer Centre,Information and Communication technology labs, Video and Audio Labs etc.

4500 10720 6220 Yes

Amenities or other support facilities(Excluding toilets) 1500 2059 559 Yes

Total built-up area for ODL activities 15000 25203 10203 Yes

Academic Year Planner [Programmes under yearly system]:

Srno Name of the Activity

Tentative months schedule (specify months) during Year

From (Month) To (Month)

1 Admission Jul Aug

2 Assignment Submission (if any) Aug Aug

3 Evaluation of Assignment Sep Oct

4 Examination Jun Jun

5 Declaration of Result Jul Aug

6 Re–registration Jul Aug

7 Distribution of SLM Jul Aug

Page 3 of 293.

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Proposed Programmes



From (Month) To (Month)

8 Contact Programmes(counselling, Practicals,etc.) Jul May

Academic Year Planner [Programmes under Semester System]:



From (Month) To (Month) From (Month) To (Month)

1 Admission Jul Aug Jan Feb

2 Assignment Submission (if any) Sep Oct Mar Apr

3 Evaluation of Assignment Sep Oct Mar Apr

4 Examination Dec Dec Jun Jun

5 Declaration of Result Jan Feb Jul Aug

6 Re–registration Feb Mar Aug Sep

7 Distribution of SLM Jul Aug Jan Feb

8 Contact Programmes(counselling, Practicals,etc.) Jul Nov Jan May

Sr No :-1

Name of Programme :-Business Administration/Commerce/ Management/Finance - MBA - Marketing, Finance, HR

Programme to be offered in Both

Year 2020-21

Level PG

Academic Session January Onwards

Entry Qualification (as per the Specification of Degrees, 2014) Graduate in any discipline with minimum 45 % marks in aggregate(40% for reserved categories)for

Duration (as per the Specification of Degrees, 2014) 2

Name of the Department DIRECTORATE OF DISTANCE EDUCATION

Page No 2988

Serial No 35

Sr No :-2

Name of Programme :-Business Administration/Commerce/ Management/Finance - MASTER OF BUSINESS ADMINISTRATION - Energy Management


Year 2020-21

Level PG


Entry Qualification (as per the Specification of Degrees, 2014) Energy Management



Page No 35

Serial No 2980

Sr No :-3Page 4 of 293.

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Name of Programme :-Arts/Humanities/Social Sciences - B.COM. - General


Year 2020-21

Level UG


Entry Qualification (as per the Specification of Degrees, 2014) 10+2 with commerce or science



Page No 2988

Serial No 32

Sr No :-4

Name of Programme :-Arts/Humanities/Social Sciences - MASTER OF ARTS(M.A) - Economics


Year 2020-21

Level PG


Entry Qualification (as per the Specification of Degrees, 2014) Graduation or other equivalent examination on any stream in any Stream



Page No 2988

Serial No 19

Sr No :-5

Name of Programme :-Arts/Humanities/Social Sciences - MASTER OF ARTS(M.A) - Sociology


Year 2020-21

Level PG


Entry Qualification (as per the Specification of Degrees, 2014) Graduation or other equivalent examination on any stream in any Stream



Page No 2988

Serial No 19

Sr No :-6

Name of Programme :-Arts/Humanities/Social Sciences - BACHELOR OF ARTS (B.A.) - General

Page 5 of 293.

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Additional Information


Year 2020-21

Level UG


Entry Qualification (as per the Specification of Degrees, 2014) 10 + 2 or any other equivalent examination in any stream



Page No 2988

Serial No 18

Sr No :- 1

Name of Programme :- Arts/Humanities/Social Sciences - Bachelor of Arts (B.A.) - General

Year 2020-21

Academic system followed for proposed programme Yearly

Number of Credits 144

Whether Programme requires Practical or laboratory courses as a curricular requirement No

Date of Approval of Statutory Authority (s) (DD-MM-YYYY) of HEI 21-09-2020

Statutory bodies approval upload View

Whether Regulatory Authority approval is required No

Whether Proposed programme already being taught in Conventional/ODL mode with same nomenclature Yes

If Yes, number of years since when being taught in conventional mode 40

No. of Batch passed 38

Sr No :- 2

Name of Programme :- Arts/Humanities/Social Sciences - Master of Arts(M.A) - Sociology

Year 2020-21

Academic system followed for proposed programme Semester









Sr No :- 3

Name of Programme :- Arts/Humanities/Social Sciences - Master of Arts(M.A) - Economics

Page 6 of 293.

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Year 2020-21










Sr No :- 4

Name of Programme :- Arts/Humanities/Social Sciences - B.Com. - General

Year 2020-21

Academic system followed for proposed programme Yearly









Sr No :- 5

Name of Programme :- Business Administration/Commerce/ Management/Finance - MASTER OF BUSINESS ADMINISTRATION - Energy Management

Year 2020-21










Sr No :- 6

Name of Programme :- Business Administration/Commerce/ Management/Finance - MBA - Marketing, Finance, HR

Page 7 of 293.

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Course Details

Year 2020-21










Srno Year Name of Programme

Total Numberof Coursesin theProgramme Course Details

1 2020-21 BusinessAdministration/Commerce/Management/Finance - MBA -Marketing, Finance, HR

56 Course Name Covered Under Which Semester

Product and Brand Management 3

B 2 B Marketing 3

Retail Marketing 3

Sales and Distribution Management 3

Supply Chain Management 3

Financial Market Products & Services 3

Insurance and Bank Management 3

Financial Statement Analysis and Valuation 3

Investment Analysis and Portfolio Management 3

Behavioural Finance 3

Financial Risk and Derivatives 3

Training and Development 3

Performance Management 3

Industrial Relations and Labour Laws 3

Human Resource Development 3

Compensation and Reward Management 3

HR Planning and Audit 3

Management and Organization 1

Marketing Management 1

Business Maths 1

Business Communication 1

Quantitative Methods 1

Business Ethics and Management by Indian Values 1

Business Accounting 1

Managerial Economics 1

Financial Management 2Page 8 of 293.

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Course Name Covered Under Which Semester

Human Resource Management 2

Business Law 2

Research Methodology 2

Production & Operation Management 2

Data Analytics 2

Operations Management 2

IT for Managers 2

Entrepreneurship and New Ventures 3

Project Management 3

Strategic Management 4

Corporate Governance 4

Rural Marketing 4

Services Marketing 4

Integrated Marketing Communication 4

Direct and Event Marketing 4

Digital Marketing 4

Customer Relationship Management 4

Credit Management and Retail Banking 4

Taxation 4

International Finance 4

Social Banking and Microfinance 4

Commodity Derivatives Market 4

Corporate Valuation 4

Organizational Change and Development 4

Industrial and Social Psychology 4

Managerial Counseling 4

Human Resource and information System 4

Conflict and Negotiation 4

Knowledge Management 4

Consumer Behaviour 3

Page 9 of 293.

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2 2020-21 BusinessAdministration/Commerce/Management/Finance -MASTER OF BUSINESSADMINISTRATION - EnergyManagement


Marketing Management 2

Financial Management 2

Human Resource Management 2

Operation Management 2

Enterpreneurship and Small Business Management 2

Comprehensive Viva-Voce 2 2

Solar Energy 3

Biomass Energy 3

Renewable Energy Sources 3

Environmental Pollution & Control 3

Environmental Impact Assessment & Environmental Audit 3


Energy Auditing and Conservation 4

Green Building 4

Sustainable Development: Energy & Environment 4

Waste to Energy Conservation 4

Project Planning and Management 4


Management & Organizational Behaviour 1

Accounting for Managers 1

Business Environment 1

Strategic Management 1

Global Business Management 1

Comprehensive Viva – Voce 1 1

Page 10 of 293.

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3 2020-21 Arts/Humanities/SocialSciences - B.Com. - General


English Language-1 1

Entrepreunal Development 1

Financial Accounting 1

Business Maths 1

Business Law 1

Business Organisation and Communication. 1

Micro Economics 1

Macro Economics 1

िहंदी भाषा और नैितक मू�-2 2


Environmental Studies 2

Corporate Accounting 2

Cost Accounting 2

Principles of Statistics 2

Principles of Management 2

Indian Companies Act 2

Banking and Insurance 2



Basics of Computer and IT 3

Income Tax Law and Practice 3

Goods and Service Tax and Custom Duty 3

Auditing 3

Management Accounting 3

Public Finance 3

Financial Management 3

Principles of Marketing 3

International Marketing 3

Ecommerce and Marketing 3

Financial Market and Investment Management 3

Human resource Management and Industrial Relations 3

Organisational Theory and Behaviour 3


Page 11 of 293.

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4 2020-21 Arts/Humanities/SocialSciences - Master of Arts(M.A)- Economics


Advanced Economic Analysis- I 1

Macro Economics 1

Public Economics 1

Quantitative Techniques 1

Advanced Economic Analysis- II 2

Monetary Economics and Banking 2

Research Methods and Statistical Inference 2

International Economics 2

Economics of Development and Planning 3

India’s Foreign Trade and International Institutions 3

Environmental Economics 3

Econometrics 3

Labour Economics 3

Economics of Agriculture 3

Demography 3

Indian Economic Policy 4

Economics of Growth 4

Economics of Insurance 4

Mathematical Economics 4

Industrial Economics 4

Rural Development and Poverty 4

Gender economics 4

Project 4

Page 12 of 293.

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5 2020-21 Arts/Humanities/SocialSciences - Master of Arts(M.A)- Sociology


Classical Sociological Tradition – I 1

Methodology and Social Research 1

Rural Society in India - I 1

Urban Society in India - I 1

Classical Sociological Tradition – II 2

Methodology and Social Research 2

Rural Society in India - II 2

Urban Society in India - II 2

Theoretical Perspective in Sociology 3

Sociology of Kinship, Marriage and Family 3

Indian Society and Culture 3

Criminology 3

Sociology of Change and Development 4

Political Sociology 4

Social Demography 4

Industrial Sociology 4

Project 4

Page 13 of 293.

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Programme Compilance



6 2020-21 Arts/Humanities/SocialSciences - Bachelor of Arts(B.A.) - General




Entrepreunal Development 1

Basic Concept of Sociology 1

Indian Society 1

Basic Principles of Political Science 1

Indian Government & Politics 1

Micro Economics 1

Indian Economy 1

History of India & from earliest times to 1200 A.D. 1

Western World (Mid-15th century to 1870) 1



Environmental Studies 2

Social Processes and Change 2

Rural , Urban and Tribal Society 2

Representative Political Thinkers 2

Constitution of Major Countries 2

Macro Economics 2

Public Finance & International Economics 2

History of India ( 1200 to 1739A.D) 2

Main Currents of World History from 1871 to 2001 A.D. 2



Basics of Computer and IT 3

Sociological Thinkers 3

Methods of Social Research 3

Indian Foreign Policy 3

Public Administration 3

Development & Environment Economics 3

Statistics 3

History of India from 1740 to 1857 A.D 3

History of India from 1858 to 1950 A.D 3

Sr No :- 1


Page 14 of 293.

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Year 2020-21

Whether Compliance to following provision for the proposed programme under Both mode is ensured same as for conventional programme

Entry Level Qualifications Yes

Curriculum Yes

Teaching-Learning Scheme Yes

Pattern of Question Papers For End Semester Examination or Term End Examination Yes

Pass or Fail Criteria Yes

Whether proposed programme are being offered by the constituent colleges or Departments or Centre for Distance and Online Education Yes

Whether Choice Based Credit System (CBCS) is being followed for conventional mode No

Whether Choice Based Credit System (CBCS) will be followed for Both(ODL & OL) No

Whether total Programme fee includes all components as per UGC Norms Yes

Proposed Annual Fee (in Rs) 9000

Whether 75% attendance in Personal Contact Programme will be mandatory for the proposed programme under ODL mode. If Yes, specify in hours Yes || 324

Whether 75% attendance in all the activities of the Online programme prior to end semester examination or term-end examination No

Whether any component of the Programme is offered as MOOCs No

Sr No :- 2


Year 2020-21



Curriculum Yes












Sr No :- 3


Page 15 of 293.

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Year 2020-21



Curriculum Yes












Sr No :- 4


Year 2020-21



Curriculum Yes











Whether any component of the Programme is offered as MOOCs Yes

If yes, how much per cent. of the total course is being offered in a semester through the Online Learning courses/Massive open Online Courses 40

Sr No :- 5


Page 16 of 293.

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Mode of Evaluation

Year 2020-21



Curriculum Yes






Whether Choice Based Credit System (CBCS) will be followed for Both(ODL & OL) Yes







Sr No :- 6


Year 2020-21



Curriculum Yes





Whether Choice Based Credit System (CBCS) is being followed for conventional mode Yes

Whether Choice Based Credit System (CBCS) will be followed for Both(ODL & OL) Yes







Sr No :- 1


Page 17 of 293.

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Year 2020-21

Whether Weightages to continuous assessment and end semester examinations or term end examinations as per clause mentioned inRegulations

Yes

Examination Scheme Continuous and TermEnd

Percentage of Continuous Assessment(%) 20

Percentage of Term End Examination(%) 80

Pass or Fail Criteria 33

Pass/Fail Criteria (% Pass Marks) 33

Mode of Examination

Whether examination through Online(For ODL Programs) No

Examination Scheme Followed by HEI(For OL Programs) Pen-Paper

Sr No :- 2


Year 2020-21


Yes

Examination Scheme Continuous and End-Semester


Percentage of End-Semester(%) 60



Mode of Examination



Sr No :- 3


Year 2020-21


Yes






Mode of Examination



Sr No :- 4


Page 18 of 293.

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PPR (Programme Project Report)

Year 2020-21


Yes






Mode of Examination



Sr No :- 5


Year 2020-21


Yes

Examination Scheme Continuous and TermEnd


Percentage of Term End Examination(%) 80



Mode of Examination



Sr No :- 6


Year 2020-21


Yes






Mode of Examination



Srno Name of Progrm Other Details Page 19 of 293.

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Srno Name of Progrm Other Details

1 BusinessAdministration/Commerce/Management/Finance -MBA - Marketing, Finance,HR

Year 2020-21

Date of Approval of PPR 30-09-2020

Upload of PPR View

Upload Approval of PPR View

Expected outcome Learner will be able to: • Identify and develop skills & knowledge required by managementprofessionals in different functional areas such as Marketing, Finance, HR etc • Understandeconomic, environmental, political, legal, and regulatory contexts of global business practice •Understand, analyze, and apply ethics frameworks to corporate social responsibility andethical decision making • Assess environment and opportunities; align business activities anddevelop and implement strategic change in complex and uncertain conditions

Whether Programme ProjectReport (PPR) prepared for theProgramme and approved as perRegulation 13 and Annexure Vof UGC (ODL Programmes andOnline Programmes)Regulations, 2020

Yes

Whether HEI compliance to following provision for the Programme Project Report (PPR) as per Annexure V of UGC (ODLProgrammes and Online Programmes) Regulations, 2020:

Programme’s mission &objectives

Yes

Relevance of the program withHEI’s Mission and Goals

Yes

Nature of prospective targetgroup of learners

Yes

Instructional Design Yes

Procedure for admissions,curriculum transaction andevaluation

Yes

Requirement of the laboratorysupport and Library Resources

No

Cost estimate of the programmeand the provisions

Yes

Quality assurance mechanismand expected programmeoutcomes

Yes

Appropriateness of programmeto be conducted in Open andDistance Learning mode toacquire specific skills andcompetence

Yes

Page 20 of 293.

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2 Arts/Humanities/SocialSciences - B.Com. -General

Year 2020-21


Upload of PPR View


Expected outcome The B. Com.(Distance and Online Mode) will be able to : • Train accounting and commerceprofessionals with required skills and competencies in different functional areas. • Reducethe gap of employable graduates required by industry by expanding the program to remoteareas. • Contribute to enhancing gross enrolment ratio in higher education • Contributetowards the university’s vision of serving those cross section of society which are locatedparticularly in tribal districts of it’s jurisdiction.

Whether Programme ProjectReport (PPR) prepared for theProgramme and approved as perRegulation 13 and Annexure V ofUGC (ODL Programmes andOnline Programmes) Regulations,2020

Yes


Programme’s mission & objectives Yes

Relevance of the program withHEI’s Mission and Goals

Yes

Nature of prospective target groupof learners

Yes



Yes

Requirement of the laboratorysupport and Library Resources

Yes

Cost estimate of the programmeand the provisions

Yes

Quality assurance mechanism andexpected programme outcomes

Yes

Appropriateness of programme tobe conducted in Open andDistance Learning mode to acquirespecific skills and competence

Yes

Page 21 of 293.

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3 BusinessAdministration/Commerce/Management/Finance -MASTER OF BUSINESSADMINISTRATION -Energy Management

Year 2020-21


Upload of PPR View


Expected outcome Learner will be able to: Identify and develop skills & knowledge required by managementprofessionals in different functional areas such as Marketing, Finance, HR with Renewable EnergySources, Energy Efficiency, Energy and Environment Conservation or various types of private sector,Public sector and not-for-profit organizations. • Understand economic, environmental, political, legal,and regulatory contexts of global business practice • Understand, analyze, and apply ethicsframeworks to corporate social responsibility and ethical decision making • Assess environment andopportunities; align business activities and develop and implement strategic change in complex anduncertain conditions.

Whether ProgrammeProject Report (PPR)prepared for theProgramme and approvedas per Regulation 13 andAnnexure V of UGC (ODLProgrammes and OnlineProgrammes)Regulations, 2020

Yes


Programme’s mission &objectives

Yes

Relevance of the programwith HEI’s Mission andGoals

Yes

Nature of prospectivetarget group of learners

Yes



Yes

Requirement of thelaboratory support andLibrary Resources

Yes

Cost estimate of theprogramme and theprovisions

Yes

Quality assurancemechanism and expectedprogramme outcomes

Yes

Appropriateness ofprogramme to beconducted in Open andDistance Learning modeto acquire specific skillsand competence

Yes

Page 22 of 293.

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4 Arts/Humanities/SocialSciences - Master ofArts(M.A) - Economics

Year 2020-21


Upload of PPR View


Expected outcome Learner will be able to understand economic, political, fiscal and monetarycontexts of global economy. Learner will be able to distinguish and analyse theeconomic behaviour of individual especially consumers and producers, Learnerwill be able to comprehend, analyse, and apply the theoretical framework ofeconomics in real world applications.

Whether Programme Project Report (PPR)prepared for the Programme and approvedas per Regulation 13 and Annexure V ofUGC (ODL Programmes and OnlineProgrammes) Regulations, 2020

Yes



Relevance of the program with HEI’s Missionand Goals

Yes

Nature of prospective target group oflearners

Yes


Procedure for admissions, curriculumtransaction and evaluation

Yes

Requirement of the laboratory support andLibrary Resources

Yes

Cost estimate of the programme and theprovisions

Yes

Quality assurance mechanism and expectedprogramme outcomes

Yes

Appropriateness of programme to beconducted in Open and Distance Learningmode to acquire specific skills andcompetence

Yes

Page 23 of 293.

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5 Arts/Humanities/SocialSciences - Master ofArts(M.A) - Sociology

Year 2020-21


Upload of PPR View


Expected outcome Learner will be able to understand social, religious, culture, civilization andhistorical contexts of global society. Learner will be able to distinguish andanalyse the social behaviour of different people especially criminals, cybercriminals. Learner will be able to comprehend, analyse, and apply the theoreticalframework of sociology in real world applications.

Whether Programme Project Report (PPR)prepared for the Programme and approvedas per Regulation 13 and Annexure V ofUGC (ODL Programmes and OnlineProgrammes) Regulations, 2020

Yes



Relevance of the program with HEI’sMission and Goals

Yes

Nature of prospective target group oflearners

Yes


Procedure for admissions, curriculumtransaction and evaluation

Yes

Requirement of the laboratory support andLibrary Resources

Yes

Cost estimate of the programme and theprovisions

Yes


Yes

Appropriateness of programme to beconducted in Open and Distance Learningmode to acquire specific skills andcompetence

Yes

Page 24 of 293.

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SLM (Self Learning Material)


6 Arts/Humanities/SocialSciences - Bachelor ofArts (B.A.) - General

Year 2020-21


Upload of PPR View


Expected outcome Learner will be able to understand economic, environmental, political,social, and historical contexts of global society. Learner will be ableto comprehend, analyse, and apply the theoretical framework of socialsciences in real world applications.

Whether Programme Project Report (PPR) prepared forthe Programme and approved as per Regulation 13 andAnnexure V of UGC (ODL Programmes and OnlineProgrammes) Regulations, 2020

Yes



Relevance of the program with HEI’s Mission and Goals Yes

Nature of prospective target group of learners Yes


Procedure for admissions, curriculum transaction andevaluation

Yes

Requirement of the laboratory support and LibraryResources

Yes

Cost estimate of the programme and the provisions Yes


Yes

Appropriateness of programme to be conducted inOpen and Distance Learning mode to acquire specificskills and competence

Yes

Srno Name of Progrm Other Details AnnexureDetails of Developmentsof SLM

Page 25 of 293.

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1 Business Administration/Commerce/Management/Finance - MBA -Marketing, Finance, HR

Year 2020-21

Outline oftheSyllabus

Prepared. Please referPPR.

WhetherSLMapprovedbyStatutoryAuthority ofHEI

Yes

Statutorybodiesapprovalupload

View

When wasit prepared

22-09-2020

LastUpdated

22-09-2020

Name ofthe facultywhopreparedSLM

Dr Suresh Patidar

Designation Associate Professor

Department IIPS, DAVV

Referenceof SelfLearningMaterial

As per given in SampleSLMs

UploadSampleSLM (OnlyContentPages)

View

SLM Url http://www.dde.dauniv.ac.in/

Whether HEI adheres to thecompliance of provisionsmentioned in Annexure VI of UGC(ODL Programmes and OnlineProgrammes) Regulations, 2020:

Curriculum and Pedagogy:-Yes

Print Material :-Yes

Audio-Video Material :-Yes

Online Material:-Yes

Computer-based material:-Yes

Computer Disks:-Yes

Whether HEI adheres to thecompliance of provisionsmentioned in Annexure VII of UGC(ODL Programmes and OnlineProgrammes) Regulations, 2020:

Preparation of Learning Material:-Yes

Preparedness of Learning Material :-Yes

Preparedness of SLM as perAnnexure VII of UGC(ODLProgrammes and OnlineProgrammes) Regulations, 2020

1 Year:-Yes

2 Year:-Yes

3 Year:-Yes

Developmentof SLM

InHouseFaculty

Percentageof SLMdevelopedby In- HouseFaculty

100

Page 26 of 293.

/


2 Business Administration/Commerce/Management/Finance - MASTER OFBUSINESS ADMINISTRATION -Energy Management

Year 2020-21

Outline of theSyllabus


Whether SLMapproved byStatutoryAuthority of HEI

Yes

Statutory bodiesapproval upload

View

When was itprepared

22-09-2020

Last Updated 22-09-2020

Name of thefaculty whoprepared SLM

Dr R N Singh

Designation Professor

Department School of Energy &Environmental Studies

Reference ofSelf LearningMaterial

As per given inSample SLM

Upload SampleSLM (OnlyContent Pages)

View

SLM Url http://www.dauniv.ac.in







Computer Disks:-Yes





1 Year:-Yes

2 Year:-Yes

3 Year:-Yes

Developmentof SLM

InHouseFaculty


100

Page 27 of 293.

/


3 Arts/Humanities/Social Sciences -B.Com. - General

Year 2020-21




Yes


View

When wasit prepared

22-09-2020

LastUpdated

22-09-2020


Dr Suresh Patidar

Designation Associate Professor

Department IIPS


As given in Sample SLM


View








Computer Disks:-Yes





1 Year:-Yes

2 Year:-Yes

3 Year:-Yes

Developmentof SLM

InHouseFaculty


100

Page 28 of 293.

/


4 Arts/Humanities/Social Sciences -Master of Arts(M.A) - Economics

Year 2020-21




Yes


View

When wasit prepared

22-09-2020

LastUpdated

22-09-2020


Various

Designation NA

Department NA


As given in Sample SLM


View








Computer Disks:-Yes





1 Year:-Yes

2 Year:-Yes

3 Year:-Yes

Developmentof SLM

InHouseFaculty


100

Page 29 of 293.

/


5 Arts/Humanities/Social Sciences -Master of Arts(M.A) - Sociology

Year 2020-21




Yes


View

When wasit prepared

22-09-2020

LastUpdated

22-09-2020


Various

Designation NA

Department NA


As given in Sample SLMs


View








Computer Disks:-Yes





1 Year:-Yes

2 Year:-Yes

3 Year:-Yes

Developmentof SLM

InHouseFaculty


100

Page 30 of 293.

/

E-Learning Material


6 Arts/Humanities/Social Sciences -Bachelor of Arts (B.A.) - General

Year 2020-21




Yes


View

When wasit prepared

22-09-2020

LastUpdated

22-09-2020


Various

Designation NA

Department NA


As given in Sample SLMs


View








Computer Disks:-Yes





1 Year:-Yes

2 Year:-Yes

3 Year:-Yes

Developmentof SLM

InHouseFaculty


100

Srno Year Name of Programme Course Name

WhetherE-LMapprovedby thestatutoryauthorityof HEI


Status of e-content readinessin Four Quadrant Form of theCourses for each of theproposed Programmes

Preparednessof ELM as perAnnexure VII ofUGC(ODLProgrammesand OnlineProgrammes)Regulations,2020 Details ELM

Page 31 of 293.

/






1 2020-21

BusinessAdministration/Commerce/Management/Finance -MBA - Marketing, Finance,HR

FinancialManagement

No View

No. ofModule/units

Readyout oftotalmodules/units infourQuadrant

QuadI

5 5

QuadII

5 5

QuadIII

5 5

QuadIV

5 5

Preparednessof ELM(Semester 1):- Yes








Developmentof ELM

InHouseFaculty

Percentageof ELMdevelopedby In- HouseFaculty

100

Page 32 of 293.

/






2 2020-21


RetailMarketing

Yes View

No. ofModule/units


QuadI

10 10

QuadII

10 10

QuadIII

10 10

QuadIV

10 10









Developmentof ELM

InHouseFaculty


100

Page 33 of 293.

/






3 2020-21


MarketingManagement

Yes View

No. ofModule/units


QuadI

10 10

QuadII

10 10

QuadIII

10 10

QuadIV

10 10









Developmentof ELM

InHouseFaculty


100

Page 34 of 293.

/






4 2020-21

Arts/Humanities/SocialSciences - Bachelor ofArts (B.A.) - General

िहंदी भाषा औरनैितक मू�-1

Yes View

No. ofModule/units


QuadI

5 5

QuadII

5 5

QuadIII

5 5

QuadIV

5 5









Developmentof ELM

InHouseFaculty


100

Page 35 of 293.

/






5 2020-21



Yes View

No. ofModule/units


QuadI

5 5

QuadII

5 5

QuadIII

5 5

QuadIV

5 5









Developmentof ELM

InHouseFaculty


100

Page 36 of 293.

/






6 2020-21



Yes View

No. ofModule/units


QuadI

5 5

QuadII

5 5

QuadIII

5 5

QuadIV

5 5









Developmentof ELM

InHouseFaculty


100

Page 37 of 293.

/






7 2020-21


EnvironmentalStudies

Yes View

No. ofModule/units


QuadI

5 5

QuadII

5 5

QuadIII

5 5

QuadIV

5 5









Developmentof ELM

InHouseFaculty


100

Page 38 of 293.

/

Learning Management System (LMS)






8 2020-21


Basics ofComputer andIT

Yes View

No. ofModule/units


QuadI

10 10

QuadII

10 10

QuadIII

10 10

QuadIV

10 10









Developmentof ELM

InHouseFaculty


100

Counselling Process

Mode of Counselling :- Thorugh MOODLE as Provided by INFLINET

Brief describe the provision in LMS to be used by HEI :-

ILMS i.e. INFLIBNET Learning Management Service is a service offered by the Information and Library Network Centre (An IUC of UGC) to the institutions of higher educationacross the country. This service is being offered to all the Central, State and Deemed universities on request basis. Moodle is an open source learning management systemdesigned to provide seamless access to educators, administrators and learners with a single platform to create personalised learning environments. The software can bedownloaded and configured onto any computer system. The software comes with a lot of features and functions that are expected from any learning management system foroffering online courses.

Briefly write how the Learning Management System (LMS) will ensure the following: (provide a demo link, if available) :- http://14.139.13.86/ilms_davv/

Assessment mechanism Yes. Educators and learners can track progress and completion with an array of options for trackingindividual activities or resources and at course level.

Identified technological interface and interoperability Yes.

Learner’s Authentication Requirements Yes. Over 50 authentication and enrolment options to add and enroll to courses.

Learner Registration - through a web application Yes. Shall be done through www.mponline.gov.in. MP Govt Citizen Service Portal.

Active Engagement of the Learners along with Analytics for activeengagement of learners and Reporting

Yes. Educators and learners can track progress and completion with an array of options for trackingindividual activities or resources and at course level. Page 39 of 293.

/

Examination Centre

Regional Centre

Payment Gateway –using Digital Payment system Yes. Shall be done through www.mponline.gov.in. MP Govt Citizen Service Portal.

Tracking the delivery of a Course or programme Yes. Educators and learners can track progress and completion with an array of options for trackingindividual activities or resources and at course level.

Technical Know-how or Skills Requirements Yes.

Learning Platform

Learning Platform :- SWAYAM

Provide details for sample module/unit :-

Financial Accounting: The broad course content include introductory aspect (consisting of key concept / terms, definitions of key terms, need and necessity of financialaccounting), Introduction to conceptual part of double entry accounting process / accounting cycle, and a broad understanding of each stand of double entry accountingprocess including Journalizing, Ledger posting, Summarizing and preparation of final accounts.The course also discuss the treatment of various adjustments in course ofpreparation of final accounts. “Lecturing and demonstration” are the basic pedagogy adopted for this course.

URL :- https://onlinecourses.swayam2.ac.in/cec20_mg16/pre

Briefly write on ICT facilities available/ to be ready dedicated for the implementation of Online Courses :-

Devi Ahilya University established Information Technology Centre (I.T. Centre) in year 2000 with an objective to create world class ICT infrastructure to facilitate Networking,Internet Services and Solutions for fulfilling Teaching, Research and Governance Goals of the University. IT Centre successfully installed and commissioned its campus widenetwork in year 2000 covering all University Teaching Departments (UTDs) and sections. The university has about 5000 network connections and 9000+ users covering morethan twenty buildings across three campuses. University is providing Internet services to its students, faculty and staff on using 1 Gbps Internet lease line connectivity ofNational Knowledge Network (NKN). This connectivity along with developed IT infrastructure has been successfully used in conducting several online interactive workshopsheld under NMEICT. These workshops were remotely conducted by IIT Bombay and IIT Kharagpur in different engineering streams on various subjects. Virtual class room hasbeen created in IET (a university teaching department) for the same. University has EMRC (Educational Multimedia Research Centre). EMRC has state of the art professionalaudio and video studios exemplary in central India, equipped with industry standard Audio-Video recording facilities. Professional grade editing suites like Final Cut Pro WorkStation, facilitates students to generate industry standard productions. EMRC is involved in the process of e-content development, wherein, audio, video, graphics, animationand text are used to involve learners and make them a part of the exotic voyage of discovery, wonder and enquiry.

Srno

It iscertifiedthat alltheactivities.

Name ofCentre

Addressof Centre/ City/ PinCode/State

Briefly write on the methods and steps to be adopted forconduct of examination to ensure security, transparency &credibility of examination

WhetherExaminationcentre fulfills allthe requirementmentioned inAnnexure II

A) Proposed ExaminationCentre for term endexaminatino for ODLprogramme for UpcomingAcademic Years

1 Yes DirectorateofDistanceEducation

KhandwaRoad-Indore-452001-MadhyaPradesh

University Examination Processes are well established,transparent and secure. University has long history for smoothlyand securely holding examination for several lakhs studentsevery year. All Ordinances pertaining to the examination givesthe direction.

Yes1 Whether

examinationcentre is withinthe territorialjurisdiction of theHEI as perAnnexure IV ofODL Regulations

Yes

2 Whether theexaminationcentre is locatedas per clause 13(7) of Part IV ofRegulations

Yes

3 Provision ofCCTV Cameras

Yes

4 Provision of Bio-metricattendance

Yes

5 Provision ofVideo recording

Yes

Srno

Name ofRegionalCentre

Address ofRegionalCentre City

PinCode State

Name of theCoordinator/Counselor

Contact Details ofthe Coordinator/Counselor

Email Details ofthe Coordinator/Counselor

Qualification ofCoordinator/Counselor

No. of LSCscovered underRegional Centre

Page 40 of 293.

/

Learner Support Centre (LSC) details

Human Resources Information

Srno

Name ofRegionalCentre

Address ofRegionalCentre City

PinCode State

Name of theCoordinator/Counselor

Contact Details ofthe Coordinator/Counselor

Email Details ofthe Coordinator/Counselor

Qualification ofCoordinator/Counselor

No. of LSCscovered underRegional Centre

1 NA NA NA 000000 MadhyaPradesh

NA 0000000000 NA NA 0

Srno

Name ofCollege &Address City

PinCode State

Whether the College /institute is Private orGovt

Name ofAffiliatingUniversity / HEI

Name ofCo-ordinator

Contact Detailsof Co-ordinator Qualifications

No. ofCounsellors

1 NA , NA NA 000000 MadhyaPradesh

Government NA NA 000000000 Post-Graduate 1

Academic Staff for ODL Programmes

Type of Staff * No. of Staff Exclusively of ODL*

Head / Professor 1

Associate Professor 3

Assistant Professor 3

Academic Staff for OL Programmes No. of Staff Exclusively of OL*

Programme Coordinator 4

Course Coordinator 181

Course Mentor 181

Administrative Staff for ODL Programmes

Type of Staff * Total No. of Staff Exclusively for ODL

Deputy Registrar 0

Assistant Registrar 0

Section Officer 1

Assistants 1

Computer Operators 1

Class-IV / Mult Tasking Staff 2

Technical / Professional 0

NA 0

Administrative Staff for OL Programmes Total No. of Staff on Fulltime & Dedicated Basis for online education

Deputy Director 0

Assistant Director 0

Technical Manager (Production) 1

Technical Associate (Audio-Video Recording and Editing) 1

Technical Assistant (Audio-Video Editing) 1

Technical Manager (LMS and Data Management) 1Page 41 of 293.

/

Faculty Details for ODL

Administrative Staff for ODL Programmes

Type of Staff * Total No. of Staff Exclusively for ODL

Technical Assistant (LMS and Data Management) 1

Technical Manager (Admission, Examination and Result) 1

Technical Assistant (Admission, Examination and Result) 1

Examinar(s) 250

NA 0

Srno YearAcademicSession Name of Programmes Faculty

1 2020-21

January Business Administration/Commerce/Management/Finance - MBA - Marketing, Finance, HR

Name offaculty Designation Phone Email

YaminiKarmarkar

AssociateProfessor

9826022674 [email protected]

Geeta Nema AssociateProfessor


2 2020-21

January Arts/Humanities/Social Sciences - Master of Arts(M.A) -Sociology


Dr. KanhaiyaAhuja

Professor 9926020907 [email protected]

Dr. M. VasimKhan

AssistantProfessor


3 2020-21

January Business Administration/Commerce/Management/Finance - MASTER OF BUSINESSADMINISTRATION - Energy Management


RamnarayanSingh


RubinaChaudhary


4 2020-21

January Arts/Humanities/Social Sciences - B.Com. - General Name offaculty Designation Phone Email

Dr. SureshPatidar

AssociateProfessor


DR.SujataParwani

AssistantProfessor


5 2020-21

January Arts/Humanities/Social Sciences - Master of Arts(M.A) -Economics


Dr. KanhaiyaAhuja


Dr. M. VasimKhan

AssistantProfessor


Page 42 of 293.

/

Faculty Details for OL

Srno YearAcademicSession Name of Programmes Faculty

6 2020-21

January Arts/Humanities/Social Sciences - Bachelor of Arts(B.A.) - General


Dr. M. VasimKhan

AssistantProfessor

99267786+86 [email protected]

Dr. KanhaiyaAhuja


Programme Coordinator

Srno Year Name of ProgrammeName offaculty Designation Qualification Phone Email

1 2020-21

Arts/Humanities/Social Sciences - B.Com. - General Dr. SureshPatidar

AssociateProfessor

PhD 9826085209 [email protected]

2 2020-21

Arts/Humanities/Social Sciences - Master of Arts(M.A) -Economics

Dr. KanhaiyaAhuja

Professor PhD 9926020907 [email protected]

3 2020-21

Arts/Humanities/Social Sciences - Master of Arts(M.A) -Sociology

Dr. KanhaiyaAhuja


4 2020-21

Arts/Humanities/Social Sciences - Bachelor of Arts (B.A.) -General

Dr. M. VasimKhan

AssistantProfessor


5 2020-21

Business Administration/Commerce/ Management/Finance- MBA - Marketing, Finance, HR

YaminiKarmarkar

AssociateProfessor


6 2020-21

Business Administration/Commerce/ Management/Finance- MASTER OF BUSINESS ADMINISTRATION - EnergyManagement

RamnarayanSingh


Course Coordinator


1 2020-21


Course NameName offaculty Designation Qualification Phone Email

Product andBrandManagement

Dr.Geeta Nema AssociateProfessor


B 2 B Marketing Dr.PrernaKumar

AssistantProfessor


Retail Marketing SiddharthVajpayee

AssistantProfessor

Post-Graduate


Sales andDistributionManagement

Dr.Aroop Jain visitingfaculty


Supply ChainManagement

Sachet Anand visitingfaculty

Post-Graduate


Financial MarketProducts &Services

CA AkashMittal

visiting visiting 7509021349 [email protected]

Insurance andBankManagement

Dr.Shilpa Jain visitingfaculty


FinancialStatementAnalysis andValuation

CA HimanshuKam=nsal

VisitingFaculty

VisitingFaculty


Page 43 of 293.

/



InvestmentAnalysis andPortfolioManagement

Dr.YaminiKarmarkar

AssociateProfessor


BehaviouralFinance

Dr.MuskanKaramchandani

AssistantProfessor


Financial Riskand Derivatives

Dr.KapilSharma

AssociateProfessor


Training andDevelopment

Dr.VivekSharma

AssistantProfessor


PerformanceManagement

Dr.Shine David AssistantProfessor


IndustrialRelations andLabour Laws

Dr.Nisha BanoSiddiqi

AssistantProfessor


HumanResourceDevelopment

Dr.B.K.Tripathi Professor PhD 9827048326 [email protected]

Compensationand RewardManagement

Dr.ShikhaAgrawal

visitingfaculty


HR Planning andAudit

Dr.SangeetaJain


Managementand Organization

Dr.RichaMandovra

VisitingFaculty


MarketingManagement



Business Maths Dr.PankajChauhan

AssistantProfessor


BusinessCommunication

Dr.MonaDudhale

visitingfaculty


Business EthicsandManagement byIndian Values

Dr.YaminiKarmarkar

AssociateProfessor


BusinessAccounting

Dr.KapilSharma

AssociateProfessor


ManagerialEconomics

Dr.Avneet KaurNarang

VisitingFaculty


FinancialManagement

Dr.KapilSharma

AssociateProfessor


HumanResourceManagement

Dr.RichaMandovra

VisitingFaculty


Business Law Dr.SureshPatidar

AssociateProfessor


ResearchMethodology

Dr.VivekSharma

AssistantProfessor


Production &OperationManagement

Col. JitendraTiwari

visitingfaculty

Post-Graduate


Data Analytics Dr.PankajChauhan

AssistantProfessor


OperationsManagement

SachinAachaliya

VisitingFaculty

Post-Graduate


IT for Managers Dr.PiyushKedurkar

AssistantProfessor


Entrepreneurshipand NewVentures

Dr.YaminiKarmarkar

AssociateProfessor

PhD 9826022674 [email protected] 44 of 293.

/



ProjectManagement

CA SomendraSharma

visitingfaculty

visitingfaculty


StrategicManagement

Sachet Anand visitingfaculty

Post-Graduate


CorporateGovernance

Dr.Manoj Joshi visitingfaculty


Rural Marketing Dr.Aroop Jain visitingfaculty


ServicesMarketing



IntegratedMarketingCommunication

Dr.ShilpaBagdare

AssistantProfessor


Direct and EventMarketing

SiddharthVajpayee

AssistantProfessor

Post-Graduate


Digital Marketing Dr.HarendraChauhan

visitingfaculty


CustomerRelationshipManagement

Dr.NehaLakhotia Sarda

visitingfaculty


CreditManagementand RetailBanking

Dr.Shilpa Jain visitingfaculty


Taxation Dr.N.K.Totla AssociateProfessor


InternationalFinance

Dr.YaminiKarmarkar

AssociateProfessor


Social Bankingand Microfinance

Dr. AradhanaChouksey

visiting PhD 9425906731 [email protected]

CommodityDerivativesMarket

CA AkashMittal

VisitingFaculty

VisitingFaculty


CorporateValuation

CA HimanshuKansal

visitingfaculty

visitingfaculty


OrganizationalChange andDevelopment

Dr.SangeetaJain


Industrial andSocialPsychology

Dr.Shnie David AssistantProfessor


ManagerialCounseling

Dr.Nisha BanoSiddiqi

AssistantProfessor


HumanResource andinformationSystem

Dr.SantoshKumarChoubey

AssistantProfessor


Conflict andNegotiation

Dr.ShikhaAgrawal

visitingfaculty


KnowledgeManagement

Col Atul Mishra visitingfaculty

Post-Graduate


ConsumerBehaviour

Dr.Pooja Jain AssistantProfessor


Page 45 of 293.

/


2 2020-21

BusinessAdministration/Commerce/Management/Finance -MASTER OF BUSINESSADMINISTRATION -Energy Management


Management &OrganizationalBehaviour

RajeevShukla

VisitingFaculty


Accounting forManagers

Tushar KumarMandal

VisitingFaculty


Business Environment Tushar KumarMandal

VisitingFaculty


Strategic Management VinayakVishwakarma

VisitingFaculty


Global BusinessManagement

Monica Sainy VisitingFaculty


MarketingManagement

Ruchi Arya VisitingFaculty

Post-Graduate


Financial Management Manish Sitlani Reader PhD 9301616888 [email protected]

Human ResourceManagement

Tushar KumarMandal

VisitingFaculty


OperationManagement

Monica Sainy VisitingFaculty


Enterpreneurship andSmall BusinessManagement

VinayakVishwakarma

VisitingFaculty


Solar Energy DigvijaySingh

VisitingFaculty

Post-Graduate


Biomass Energy RamnarayanSingh


Renewable EnergySources

RamnarayanSingh


EnvironmentalPollution & Control

RubinaChaudhary


Environmental ImpactAssessment &Environmental Audit

RubinaChaudhary


Energy Auditing andConservation

KamtaPrasad Tiwari

VisitingFaculty

Post-Graduate


Green Building DigvijaySingh

VisitingFaculty

Post-Graduate


SustainableDevelopment: Energy& Environment

Jai Balwanshi VisitingFaculty


Waste to EnergyConservation

RubinaChaudhary


Project Planning andManagement

RamnarayanSingh


3 2020-21

Arts/Humanities/SocialSciences - B.Com. -General



Ms EktaGaikwad

VisitingFaculty

MPhill. 9009960092 [email protected]

EnglishLanguage-1

Dr. MonalisaKhatre

VisitingFaculty


EntrepreunalDevelopment

Dr MonaDudhale

VisitingFaculty


FinancialAccounting

Ms. PrarthnaJoshi

VisitingFaculty

Post-Graduate


Business Maths Dr. NareshDembla

AssistantProfessor


Page 46 of 293.

/



Business Law Dr. SureshPatidar

AssociateProfessor


BusinessOrganisation andCommunication.

Dr. MonalisaKhatre

VisitingFaculty


Micro Economics Dr. SujataParwani

AssistantProfessor


Macro Economics Mr. BurhanBhandari

VisitingFaculty

Post-Graduate



Ms EktaGaikwad

VisitingFaculty


EnglishLanguage-2

Dr. MonalisaKhatre

VisitingFaculty



Dr. GeetaNema

AssociateProfessor


CorporateAccounting

Ms. PrarthnaJoshi

VisitingFaculty

Post-Graduate


Cost Accounting Dr AjayChhabria

VisitingFaculty


Principles ofStatistics

Dr. NirmalaSawan

AssistantProfessor


Principles ofManagement

Dr. GeetaNema

AssociateProfessor


Indian CompaniesAct

Dr. SureshPatidar

AssociateProfessor


Banking andInsurance

CS UrvarshiShandilya

VisitingFaculty

VisitingFaculty



Ms EktaGaikwad

VisitingFaculty


EnglishLanguage-3

Dr. MonalisaKhatre

VisitingFaculty


Basics ofComputer and IT

Mr. RaviBunkar

VisitingFaculty

Post-Graduate


Income Tax Lawand Practice

Dr. SureshPatidar

AssociateProfessor


Goods andService Tax andCustom Duty

CA SomendraSharma

VisitingFaculty

VisitingFaculty

NA [email protected]

Auditing CS Shruti Jain VisitingFaculty

VisitingFaculty


ManagementAccounting

Dr AjayChhabria

VisitingFaculty


Public Finance Dr. SujataParwani

AssistantProfessor


FinancialManagement

Dr. MuskanKaramchndani

AssistantProfessor


Principles ofMarketing

Dr. GeetaNema

AssociateProfessor


InternationalMarketing

Dr. Pooja Jain AssistantProfessor


Ecommerce andMarketing

Dr. ShrutiMaheshwari

VisitingFaculty


Financial Marketand InvestmentManagement


AssistantProfessor


Page 47 of 293.

/



Human resourceManagement andIndustrialRelations

Dr. B.K.Tripathi


OrganisationalTheory andBehaviour

Priya Rathore VisitingFaculty

Post-Graduate


Page 48 of 293.

/


4 2020-21

Arts/Humanities/SocialSciences - Master ofArts(M.A) - Economics


Advanced EconomicAnalysis- I

Dr. VishakhaKutumbale

AssistantProfessor


Macro Economics Dr. M. VasimKhan

AssistantProfessor


Public Economics Dr. GyanPrakash


QuantitativeTechniques

Dr. KanhaiyaAhuja


Advanced EconomicAnalysis- II

Dr.AakankshaSinghi

AssistantProfessor


Monetary Economicsand Banking


AssistantProfessor


Research Methods andStatistical Inference

Dr. M. VasimKhan

AssistantProfessor


InternationalEconomics

Dr. KanhaiyaAhuja


Economics ofDevelopment andPlanning

Dr. NehaGupta

AssistantProfessor


India’s Foreign Tradeand InternationalInstitutions

Dr. M. VasimKhan

AssistantProfessor


EnvironmentalEconomics

Dr. GyanPrakash

AssistantProfessor


Econometrics Dr. VishakhaKutumbale

AssistantProfessor


Labour Economics Dr. SakharamMujalde

AssistantProfessor


Economics ofAgriculture

Dr. M. VasimKhan

AssistantProfessor


Demography Suvi Jain AssistantProfessor

Post-Graduate


Indian Economic Policy Dr. RekhaAcharya


Economics of Growth Dr. NehaGupta

AssistantProfessor


Economics ofInsurance

Dr. EktaRokade

AssistantProfessor


MathematicalEconomics


AssistantProfessor


Industrial Economics Dr. SakharamMujalde

AssistantProfessor


Rural Developmentand Poverty

Dr. NehaGupta

AssistantProfessor


Gender economics Dr. AkankshaSinghi

AssistantProfessor


Project Dr. KanhaiyaAhuja


Page 49 of 293.

/


5 2020-21

Arts/Humanities/SocialSciences - Master ofArts(M.A) - Sociology


Classical SociologicalTradition – I

Dr. NishaModi

AssociateProfessor


Methodology and SocialResearch

Dr. M. VasimKhan

AssistantProfessor


Rural Society in India - I RANJANADHAWAN

AssistantProfessor


Urban Society in India - I SARIKADIXIT

AssistantProfessor


Classical SociologicalTradition – II

Dr. NishaModi

AssociateProfessor


Methodology and SocialResearch

Dr. M. VasimKhan

AssistantProfessor


Rural Society in India - II RANJANADHAWAN

AssistantProfessor


Urban Society in India -II

SARIKADIXIT

AssistantProfessor


Theoretical Perspectivein Sociology

DR VARSHAPATEL

AssistantProfessor


Sociology of Kinship,Marriage and Family

Dr. NishaModi

AssociateProfessor


Indian Society andCulture

RANJANADHAWAN

AssistantProfessor


Criminology SARIKADIXIT

AssistantProfessor


Sociology of Changeand Development

Dr. NishaModi

AssociateProfessor


Political Sociology SARIKADIXIT

AssistantProfessor


Social Demography RANJANADHAWAN

AssistantProfessor


Industrial Sociology DR VARSHAPATEL

AssistantProfessor


Project Dr. KanhaiyaAhuja


6 2020-21



िहंदी भाषा और नैितक मू�-1 SourabhGupta

AssistantProfessor

Post-Graduate


English Language-1 SaritaSharma

AssistantProfessor

Post-Graduate


Entrepreunal Development Girish Gupta AssistantProfessor

Post-Graduate


Basic Concept ofSociology

Dr. NishaModi

AssociateProfessor


Indian Society SARIKADIXIT

AssistantProfessor


Basic Principles of PoliticalScience

Dr. TriptiJoshi

AssociateProfessor


Indian Government &Politics

DR N.K.OJHA

AssistantProfessor


Micro Economics Dr. M. VasimKhan

AssistantProfessor


Indian Economy Dr. RekhaAcharya


Page 50 of 293.

/



History of India & fromearliest times to 1200 A.D.

DR J. C.UPADHYAY

AssistantProfessor


Western World (Mid-15thcentury to 1870)

Dr. NamitaKatju

AssociateProfessor



AssistantProfessor

Post-Graduate



AssistantProfessor

Post-Graduate


Environmental Studies Dr. NehaGupta

AssistantProfessor


Social Processes andChange

Dr. NishaModi

AssociateProfessor


Rural , Urban and TribalSociety

DR VARSHAPATEL

AssistantProfessor


Representative PoliticalThinkers

Dr. TriptiJoshi

AssociateProfessor


Constitution of MajorCountries

DR N.K.OJHA

AssistantProfessor


Macro Economics Dr. NehaGupta

AssistantProfessor


Public Finance &International Economics

Dr. GyanPrakash

AssistantProfessor


History of India ( 1200 to1739A.D)

Dr. NamitaKatju

AssociateProfessor


Main Currents of WorldHistory from 1871 to 2001A.D.

DR J. C.UPADHYAY

AssistantProfessor



AssistantProfessor

Post-Graduate



AssistantProfessor

Post-Graduate


Basics of Computer and IT SourabhGupta

AssistantProfessor

Post-Graduate


Sociological Thinkers Dr. NishaModi

AssociateProfessor


Methods of SocialResearch

Dr. M. VasimKhan

AssistantProfessor


Indian Foreign Policy Dr. TriptiJoshi

AssistantProfessor


Public Administration Dr. LavinaSingh

AssistantProfessor


Development &Environment Economics

Dr. GyanPrakash


Statistics Dr. KanhaiyaAhuja


History of India from 1740to 1857 A.D

Dr. NamitaKatju

AssociateProfessor


History of India from 1858to 1950 A.D

DR J. C.UPADHYAY

AssistantProfessor


Course Mentor

Srno Year Name of Programme Name of Course faculty DetailsPage 51 of 293.

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Srno Year Name of Programme Name of Course faculty Details

1 2020-21


AdvancedEconomicAnalysis- I

Name of faculty Designation Qualification Phone Email

Dr. M. Vasim Khan Assistant Professor PhD 9926778686 [email protected]

2 2020-21


MacroEconomics


Dr. Neha Gupta Assistant Professor PhD 9009091321 [email protected]

3 2020-21


PublicEconomics


Dr. Gyan Prakash Professor PhD 942580908 [email protected]

4 2020-21


QuantitativeTechniques


Dr. Kanhaiya Ahuja Professor PhD 9926020907 [email protected]

5 2020-21


AdvancedEconomicAnalysis- II


Dr. AakankshaSinghi

AssistantProfessor


6 2020-21


MonetaryEconomics andBanking



AssistantProfessor


7 2020-21


ResearchMethods andStatisticalInference



8 2020-21


InternationalEconomics


Dr. KanhaiyaAhuja

AssistantProfessor


9 2020-21


Economics ofDevelopmentand Planning



10 2020-21


India’s ForeignTrade andInternationalInstitutions



11 2020-21


EnvironmentalEconomics


Dr. Gyan Prakash Assistant Professor PhD 942580908 [email protected]

12 2020-21


Econometrics Name of faculty Designation Qualification Phone Email


AssistantProfessor


13 2020-21


LabourEconomics


Dr. SakharamMujalde

AssistantProfessor


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14 2020-21


Economics ofAgriculture



15 2020-21


Demography Name of faculty Designation Qualification Phone Email

Suvi Jain Assistant Professor PhD 9424863002 [email protected]

16 2020-21


Indian EconomicPolicy


Dr. Rekha Acharya Professor PhD 9424002073 [email protected]

17 2020-21


Economics ofGrowth

Name offaculty Designation Qualification Phone Email

Dr. JyotiSharma

Assistant Professor PhD 9826049595 [email protected]

18 2020-21


Economics ofInsurance


Dr. Ekta Rokade Assistant Professor PhD 9300061114 [email protected]

19 2020-21


MathematicalEconomics



20 2020-21


IndustrialEconomics


Dr. SakharamMujalde

AssistantProfessor


21 2020-21


RuralDevelopmentand Poverty



22 2020-21


Gendereconomics


Dr. AkankshaSinghi

AssistantProfessor


23 2020-21


Project Name of faculty Designation Qualification Phone Email


24 2020-21


Solar Energy Name offaculty Designation Qualification Phone Email

Digvijay Singh AssistantProfessor

Post-Graduate


25 2020-21


Biomass Energy Name of faculty Designation Qualification Phone Email

Ramnarayan Singh Professor PhD 9893660149 [email protected]

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RenewableEnergy Sources



27 2020-21


EnvironmentalPollution &Control


Rubina Chaudhary Professor PhD 9826617141 [email protected]

28 2020-21


EnvironmentalImpactAssessment &EnvironmentalAudit



29 2020-21


Energy AuditingandConservation


Kamta PrasadTiwari

AssistantProfessor

Post-Graduate


30 2020-21


Green Building Name offaculty Designation Qualification Phone Email

Digvijay Singh AssistantProfessor

Post-Graduate


31 2020-21


SustainableDevelopment:Energy &Environment


Jai Balwanshi Assistant Professor PhD 9399157754 [email protected]

32 2020-21


Waste to EnergyConservation



33 2020-21


Project PlanningandManagement



34 2020-21


Management &OrganizationalBehaviour


Rajeev Shukla Professor PhD 9425094611 [email protected]

35 2020-21


Accounting forManagers


Tushar Kumar Madal Professor PhD 9910822667 [email protected]

36 2020-21


BusinessEnvironment


Tushar Kumar Mandal Professor PhD 9910822667 [email protected]

37 2020-21


StrategicManagement


VinayakVishwakarma

AssistantProfessor


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Global BusinessManagement


Monica Sainy Associate Professor PhD 8319127960 [email protected]

39 2020-21


MarketingManagement


Ruchi Arya Assistant Professor Post-Graduate 9827743248 [email protected]

40 2020-21


FinancialManagement


Manish Sitlani Assistant Professor PhD 9301616888 [email protected]

41 2020-21




Tushar Kumar Mandal Professor PhD 9910822667 [email protected]

42 2020-21


OperationManagement


Monica Sainy Associate Professor PhD 8319127960 [email protected]

43 2020-21


Enterpreneurshipand SmallBusinessManagement


VinayakVishwakarma

AssistantProfessor


44 2020-21




Ms EktaGaikwad

AssistantProfessor


45 2020-21




Ms EktaGaikwad

AssistantProfessor


46 2020-21




Ms EktaGaikwad

AssistantProfessor


47 2020-21


EnglishLanguage-1


Dr. MonalisaKhatre

AssistantProfessor


48 2020-21


EnglishLanguage-2


Dr. MonalisaKhatre

AssistantProfessor


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Dr MonaDudhale

AssistantProfessor


50 2020-21


FinancialAccounting


Ms. PrarthnaJoshi

AssistantProfessor

Post-Graduate


51 2020-21


Business Maths Name of faculty Designation Qualification Phone Email

Dr. NareshDembla

AssistantProfessor

Post-Graduate


52 2020-21


Business Law Name of faculty Designation Qualification Phone Email

Dr. Suresh Patidar Associate Professor PhD 9826085209 [email protected]

53 2020-21


BusinessOrganisation andCommunication.


Dr. MonalisaKhatre

AssistantProfessor


54 2020-21


Micro Economics Name offaculty Designation Qualification Phone Email

Dr. SujataParwani

AssistantProfessor


55 2020-21


MacroEconomics


Mr. BurhanBhandari

AssistantProfessor

Post-Graduate


56 2020-21




Dr. Geeta Nema Associate Professor PhD 6267101545 [email protected]

57 2020-21


CorporateAccounting


Ms. PrarthnaJoshi

AssistantProfessor

Post-Graduate


58 2020-21


Cost Accounting Name of faculty Designation Qualification Phone Email

Dr Ajay Chhabria Assistant Professor PhD 9977246642 [email protected]

59 2020-21


Principles ofStatistics


Dr. Nirmala Sawan Assistant Professor PhD 9893294986 [email protected]

60 2020-21


Principles ofManagement



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IndianCompanies Act



62 2020-21


Banking andInsurance


CS UrvarshiShandilya

AssistantProfessor

Post-Graduate


63 2020-21




Mr. Ravi Bunkar Assistant Professor Post-Graduate 8817111087 [email protected]

64 2020-21


Income Tax Lawand Practice



65 2020-21


Goods andService Tax andCustom Duty


CA Somendra Sharma Assistant Professor Post-Graduate NA [email protected]

66 2020-21


Auditing Name of faculty Designation Qualification Phone Email

CS Shruti Jain Assistant Professor Post-Graduate 9425056055 [email protected]

67 2020-21


ManagementAccounting


Dr Ajay Chhabria Assistant Professor PhD 9977246642 [email protected]

68 2020-21


Public Finance Name offaculty Designation Qualification Phone Email

Dr. SujataParwani

AssistantProfessor


69 2020-21


FinancialManagement



AssistantProfessor


70 2020-21


Principles ofMarketing



71 2020-21


InternationalMarketing


Dr. Pooja Jain Assistant Professor PhD 9827060602 [email protected]

72 2020-21


Ecommerce andMarketing


Dr. Shruti Maheshwari Assistant Professor PhD 9977461199 [email protected]

73 2020-21


Financial Marketand InvestmentManagement



AssistantProfessor


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74 2020-21


Human resourceManagementand IndustrialRelations


Dr. B.K. Tripathi Professor PhD 9827021518 [email protected]

75 2020-21


OrganisationalTheory andBehaviour


Priya Rathore Assistant Professor Post-Graduate 7869125959 [email protected]

76 2020-21




Sourabh Gupta Assistant Professor Post-Graduate 7387077107 [email protected]

77 2020-21


EnglishLanguage-1


Sarita Sharma Assistant Professor Post-Graduate 9926778686 [email protected]

78 2020-21




Girish Gupta Assistant Professor Post-Graduate 9926778686 [email protected]

79 2020-21


Basic Concept ofSociology


Dr. Nisha Modi Associate Professor PhD 7999886311 [email protected]

80 2020-21


Indian Society Name of faculty Designation Qualification Phone Email

SARIKA DIXIT Assistant Professor PhD 9926303470 [email protected]

81 2020-21


Micro Economics Name of faculty Designation Qualification Phone Email


82 2020-21


Indian Economy Name of faculty Designation Qualification Phone Email

Dr. Rekha Acharya Professor PhD 9424002073 [email protected]

83 2020-21


History of India &from earliesttimes to 1200A.D.


DR J. C.UPADHYAY

AssistantProfessor


84 2020-21


Western World(Mid-15thcentury to 1870)


Dr. Namita Katju Associate Professor PhD 9826324500 [email protected]

85 2020-21


IndianGovernment &Politics


Dr. Tripti Joshi Associate Professor PhD 9424865632 [email protected]

86 2020-21


Basic Principlesof PoliticalScience


DR N.K. OJHA Assistant Professor PhD 9826951459 [email protected]

87 2020-21





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EnglishLanguage-2



89 2020-21





90 2020-21


Social Processesand Change



91 2020-21


Rural , Urbanand TribalSociety


DR VARSHA PATEL Assistant Professor PhD 8319631401 [email protected]

92 2020-21


RepresentativePolitical Thinkers



93 2020-21


Constitution ofMajor Countries


DR N.K. OJHA Assistant Professor PhD 9826951459 [email protected]

94 2020-21


MacroEconomics



95 2020-21


Public Finance &InternationalEconomics



96 2020-21


History of India (1200 to1739A.D)



97 2020-21


Main Currents ofWorld Historyfrom 1871 to2001 A.D.


DR J. C.UPADHYAY

AssistantProfessor


98 2020-21





99 2020-21


EnglishLanguage-3



100 2020-21





101 2020-21


SociologicalThinkers



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Methods ofSocial Research



103 2020-21


Indian ForeignPolicy



104 2020-21


PublicAdministration


Dr. Lavina Singh Assistant Professor PhD 9792000360 [email protected]

105 2020-21


History of Indiafrom 1740 to1857 A.D



106 2020-21


History of Indiafrom 1858 to1950 A.D


DR J. C.UPADHYAY

AssistantProfessor


107 2020-21


Development &EnvironmentEconomics



108 2020-21


Statistics Name of faculty Designation Qualification Phone Email


109 2020-21


Financial MarketProducts &Services


CA Akash Mittal Assistant Professor Post-Graduate 7509021349 [email protected]

110 2020-21


CommodityDerivativesMarket


CA Akash Mittal Assistant Professor Post-Graduate 7509021349 [email protected]

111 2020-21


FinancialStatementAnalysis andValuation


CA HimanshuKansal

AssistantProfessor

Post-Graduate 9302128111 [email protected]

112 2020-21


CorporateValuation


CA Himanshu Kansal Assistant Professor Post-Graduate 9302128111 [email protected]

113 2020-21


ProjectManagement


CA SomendraSharma

AssistantProfessor

Post-Graduate


114 2020-21


KnowledgeManagement


Col Atul Mishra AssistantProfessor

Post-Graduate


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115 2020-21


HR Planning andAudit


Dr.Sangeeta Jain Professor PhD 9425062474 [email protected]

116 2020-21


Compensationand RewardManagement


Dr.Shikha Agrawal Assistant Professor PhD 9926013399 [email protected]

117 2020-21


Conflict andNegotiation


Dr.Shikha Agrawal Assistant Professor PhD 9926013399 [email protected]

118 2020-21


Social Bankingand Microfinance


Dr.AradhanaChouksey

AssistantProfessor


119 2020-21


Sales andDistributionManagement


Dr.Aroop Jain Assistant Professor PhD 9425317943 [email protected]

120 2020-21


Rural Marketing Name of faculty Designation Qualification Phone Email

Dr.Aroop Jain Assistant Professor PhD 9425317943 [email protected]

121 2020-21


HumanResourceDevelopment


Dr.B.K.Tripathi Professor PhD 9827048326 [email protected]

122 2020-21


Product andBrandManagement


Dr.Geeta Nema Associate Professor PhD 9826852490 [email protected]

123 2020-21


ServicesMarketing



124 2020-21


Digital Marketing Name of faculty Designation Qualification Phone Email

Dr.HarendraChauhan

AssistantProfessor


125 2020-21


Financial Riskand Derivatives


Dr.Kapil Sharma Associate Professor PhD 9425074052 [email protected]

126 2020-21


CorporateGovernance


Dr.Manoj Joshi Assistant Professor PhD 8821025737 [email protected]

127 2020-21


BehaviouralFinance


Dr.MuskanKaramchandani

AssistantProfessor


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Taxation Name of faculty Designation Qualification Phone Email

Dr.N.K.Totla Associate Professor PhD 9826507017 [email protected]

129 2020-21


IndustrialRelations andLabour Laws


Dr.Nisha Bano Siddiqi Assistant Professor PhD 9893894622 [email protected]

130 2020-21


ManagerialCounseling


Dr.Nisha Bano Siddiqi Assistant Professor PhD 9893894622 [email protected]

131 2020-21


CustomerRelationshipManagement


Dr.Neha LakhotiaSarda

AssistantProfessor


132 2020-21


ConsumerBehaviour


Dr.Pooja Jain Assistant Professor PhD 9827060602 [email protected]

133 2020-21


B 2 B Marketing Name of faculty Designation Qualification Phone Email

Dr.Prerna Kumar Assistant Professor PhD 9425081726 [email protected]

134 2020-21


HumanResource andinformationSystem


Dr.Santosh KumarCHoubey

AssistantProfessor


135 2020-21


IntegratedMarketingCommunication


Dr.Shilpa Bagdare Assistant Professor PhD 9425076873 [email protected]

136 2020-21


Insurance andBankManagement


Dr.Shilpa Jain Assistant Professor PhD 9827648353 [email protected]

137 2020-21


CreditManagementand RetailBanking


Dr.Shilpa Jain Assistant Professor PhD 9827648353 [email protected]

138 2020-21


Industrial andSocialPsychology


Dr.ShineDavid Assistant Professor PhD 9425057181 [email protected]

139 2020-21


PerformanceManagement


Dr.Shine David Assistant Professor PhD 9425057181 [email protected]

140 2020-21


Training andDevelopment


Dr.Vivek Sharma Assistant Professor PhD 8770653876 [email protected]

141 2020-21


OrganizationalChange andDevelopment


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Entrepreneurshipand NewVentures


Dr.Yamini Karmarkar Associate Professor PhD 9826022674 [email protected]

143 2020-21


InvestmentAnalysis andPortfolioManagement



144 2020-21


InternationalFinance



145 2020-21


Supply ChainManagement


Sachet Anand Assistant Professor Post-Graduate 9425055117 [email protected]

146 2020-21


StrategicManagement


Sachet Anand Assistant Professor Post-Graduate 9425055117 [email protected]

147 2020-21


Retail Marketing Name offaculty Designation Qualification Phone Email

SiddharthVajpayee

AssistantProfessor

Post-Graduate


148 2020-21


Direct and EventMarketing


SiddharthVajpayi

AssistantProfessor

Post-Graduate


149 2020-21


Managementand Organization


Dr.Richa Mandowra Assistant Professor PhD 9826088009 [email protected]

150 2020-21


MarketingManagement



151 2020-21


Business Maths Name of faculty Designation Qualification Phone Email

Dr.PankajChouhan

AssistantProfessor


152 2020-21


BusinessCommunication


Dr.MonaDudhale

AssistantProfessor


153 2020-21


QuantitativeMethods


Dr.Vivek Vyas Assistant Professor PhD 9826417560 [email protected]

154 2020-21


Business EthicsandManagement byIndian Values



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155 2020-21


BusinessAccounting



156 2020-21


ManagerialEconomics


Dr.Avnit Kaur AssistantProfessor


157 2020-21


FinancialManagement



158 2020-21




Dr.Richa Mandowra Assistant Professor PhD 9826088009 [email protected]

159 2020-21


Business Law Name of faculty Designation Qualification Phone Email

Dr.Suresh Patidar Associate Professor PhD 9826085209 [email protected]

160 2020-21


ResearchMethodology


Dr.Vivek Sharma Assistant Professor PhD 8770653876 [email protected]

161 2020-21


Production &OperationManagement


Col JitendraTiwari

AssistantProfessor

Post-Graduate


162 2020-21


Data Analytics Name of faculty Designation Qualification Phone Email

Dr.PankajChauhan

AssistantProfessor


163 2020-21


OperationsManagement


SachinAanchaliya

AssistantProfessor

Post-Graduate


164 2020-21


IT for Managers Name of faculty Designation Qualification Phone Email

Dr.PiyushKendurkar

AssistantProfessor


165 2020-21


ClassicalSociologicalTradition – I



166 2020-21


Methodology andSocial Research



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167 2020-21


Rural Society inIndia - I


RANJANADHAWAN

AssistantProfessor


168 2020-21


Urban Society inIndia - I



169 2020-21


ClassicalSociologicalTradition – II


Dr. Nisha Modi Assistant Professor PhD 7999886311 [email protected]

170 2020-21


Methodology andSocial Research


Dr. M. VasimKhan

AssociateProfessor


171 2020-21


Rural Society inIndia - II


RANJANADHAWAN

AssociateProfessor


172 2020-21


Urban Society inIndia - II


SARIKA DIXIT Associate Professor PhD 9926303470 [email protected]

173 2020-21


TheoreticalPerspective inSociology



174 2020-21


Sociology ofKinship,Marriage andFamily


Dr. Nisha Modi Assistant Professor PhD 7999886311 [email protected]

175 2020-21


Indian Societyand Culture


RANJANADHAWAN

AssistantProfessor


176 2020-21


Criminology Name of faculty Designation Qualification Phone Email


177 2020-21


Sociology ofChange andDevelopment



178 2020-21


PoliticalSociology



179 2020-21


SocialDemography


RANJANADHAWAN

AssistantProfessor


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Computerization / Digitization Status

Status of a Court case(s)

Help Desk

Compliance


180 2020-21


IndustrialSociology



181 2020-21


Project Name of faculty Designation Qualification Phone Email

Dr. KanhaiyaAhuja

AssociateProfessor


Srno Activities Yes / No

1 Student registration / Admission Yes

2 Administration Yes

3 Finance Yes

4 Academic activities Yes

5 Student Support System Yes

6 Continuous Evaluation Yes

7 Online Support Yes

Srno W.P.No Court / Jurisdiction Status as on date

1 NA NA NA

Help Desk Address:

Directorate of Distance Education, Devi Ahilya Vishwavidyalaya, TakshashilaCampus, Khandwa Road, Indore (M.P.),India Pin- 452 001

Name of ContactPerson:

ASHOK WANKHEDE

Designation: LDC University

Phone No: 2479288 Email:

[email protected]

Contact hours for Help Desk:

11AM TO 5.3OPM ON ALLWORKING DAYS

Compliance to specific provisions of UGC (ODL Programmes and Online Programmes) Regulations, 2020

The HEI undertakes to ensure all the provisions of the regulation and few specific provisions adherence to the following:

Learner Support Centre defined under these regulations will not be the Learner Support Centre for more than two Higher Educational Institutions at a time to offerprogrammes in Open and Distance Learning mode:-

NA

Learner Support Centre will not be set up under a franchisee agreement in any case. :- NA Page 66 of 293.

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Submission

Academic and instructional facilities at its Learner Support Centres for Open and Distance Learning mode, and information resources for online delivery ofprogrammes meet all the conditions of UGC (Open and Distance Learning Programmes and Online Programmes) Regulations, 2020 and guidelines issued fromtime to time. :-

Yes

Intake capacity under Open and Distance Learning mode for a programme under science discipline to be offered by HEI shall not be more than three times of theapproved intake in conventional mode (in case of Dual Mode). :-

NA

Learning enrolment under science discipline will commensurate with the capacity of the Learner Support Centres (for Open and Distance Learning only) to providelab facilities to the admitted learners (for Open University). :-

NA

Private University established under a State Act will be eligible to offer programmes under Open and Distance Learning mode through its Head Quarters. :- NA

Academic and administrative staff has appointed as per University Grants Commission (Minimum Qualifications for Appointment of Teachers and other AcademicStaff in the Universities and Colleges and other Measures for the Maintenance of Standards in Higher Education) Regulation, 2018. :-

Yes

Academic Staff mentioned in application are exclusively appointed for the proposed programmes. :- Yes

Examination Centres meet all the guidelines laid under Annexure II of UGC (Open and Distance Learning Programmes and Online Programmes) Regulations,2020.

Upload Affidavit as per the prescribed format :- View

It is hereby declared and affirmed that the Higher Educational Institution shall adheres to all the provisionsmentioned under the UGC (Open and Distance Learning Programmes and Online Programmes) Regulations,2020 including following Annexures

Centre for Internal Quality Assurance (CIQA) in Annexure I

Conduct of Examination and Minimum Standards for Examination Centres in Annexure II

Territorial Jurisdiction and Regulating Provisions for Different Types of Higher Educational Institutions in Annexure III (For ODL Programmes)

Human Resource and Infrastructural Requirements in Annexure-IV

Guidelines on Programme Project Report (PPR) in Annexure-V

Quality Assurance Guidelines of Learning Material in Multiple Media and Curriculum and Pedagogy in Annexure-VI

Guidelines on Self-Learning Material and E-Learning Material in Annexure-VII

Learner Support Centres in Annexure-VIII

Assessment Criteria for Offering Online Programmes through Non-SWAYAM Learning

Learning Platform in Annexure-IX (For ONLINE Programmes)

Grievance Redress Mechanism in Annexure-X

Further undertakes to ensure that the HEI shall display on its website a joint declaration by authorized signatories, Registrar and Director of Centre for InternalQuality Assurance, authenticating the documents uploaded on its website, in compliance of regulation 9 of UGC (Open and Distance Learning Programmes andOnline Programmes) Regulations, 2020.

The HEI hereby declare that the information given above and in the enclosed documents is true, correct and nothing material has been concealed therein. TheHigher Educational Institution shall be solely responsible for any legal issues arising out of non-compliance of UGC (Open and Distance Learning Programmes andOnline Programmes) Regulations, 2020.

The HEI understand that in case information provided is found to be contrary to the fact, it would entail not only withdrawal of permission/recognition for such ODLcourses but also for other courses offered by the institutions, on regular and conventional mode

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https://www.dauniv.ac.in/public/frontassets/rules/Adhiniyam1973EnglishPart4.pdf Note: 03 New Districts came into existence after this implementation of this Act. Barwani - 1998 from Tehsils of Khargone Alirajpur - 2008 From Tehsils of Jhabua Burhanpur - 2003 From Tehsils of Khandwa

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PROGRAM PROJECT REPORT (PPR)

for

Bachelor of Arts (B.A.) 3 Years



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for

Bachelor of Commerce (B.Com.) 3 Years



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for

Master of Arts (M.A.) – Economics, 2 Years



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for

Master of Arts (M.A.) – Sociology, 2 Years



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University is in the process of develop own SLM. Content Design Committee has been identified. Work

shall be started soon and will be in line with the Annexure VI and VII of UGC Regulation 2020.

University has its own Printing Press and EMRC (Educational Multimedia Research Centre).

EMRC has state of the art professional audio and video studios exemplary in central India, equipped

with industry standard Audio-Video recording facilities. Professional grade editing suites like Final Cut

Pro Work Station, facilitates students to generate industry standard productions. EMRC is involved in

the process of e-content development, wherein, audio, video, graphics, animation and text are used

to involve learners and make them a part of the exotic voyage of discovery, wonder and enquiry.

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Approval of the Content Design Committee is attached here.

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Self-Learning Material



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B.Sc./B.Com./B.A. – 1st Semester (ODL), 3 Year Degree Program


(Sample Copy)

Subject

Environmental Studies

Unit- I

The Multidisciplinary Nature of Environment

Topic

The Multidisciplinary Nature of Environment: Definition, Scope and

Importance

2020

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UNIT- I

The Multidisciplinary Nature of

Environment

TOPIC

The Multidisciplinary Nature of

Environment: Definition, Scope and

Importance

Page 151 of 293.

Content

1.1 Learning outcomes:

1.2 Introduction

1.3 Scope and Importance

1.4 Multidisciplinary Nature of Environment

1.5 Awareness about the environment

a. Article 48A

b. Article 51A

1.6 At world level the following programs have been started by men

1.7 Program regarding Environmental Awareness at the level of

Governmental and Non- Governmental Organizations

1.8 Summary

1.9 Glossary

1.10 FAQs

1.11 Self Assessment Test

1.12 Assignments

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1.1 Learning Outcomes

After going through this Module the student will be able: -

• To define the term Environment and to find out its importance in the

life of various organisms including Human beings.

• To give an idea regarding the scope and multidisciplinary approach of

the Environment.

• To develop awareness regarding environment and efforts made in

this direction till today.

1.2 Introduction:

Every organism is the outcome of two factors: Heredity and Environment.

Heredity is contributed by the parents' while Environment is the

contribution of Nature. The importance of Environmental studies was felt in

1970, due to the origin of Pollution problems. It was also realized that Public

awareness is necessary regarding the protection of Environment that is why

the UGC introduced Environment as a subject not only for the Students of

Science, but also for the students of Arts and Commerce throughout India.

Out of 9 planets around the Sun, the Earth is the only planet where life exists.

All organisms along with Earth and Atmosphere form Biosphere.

Environment is the base for the origin and evolution of Life. Dinosaurs which

dominated the Earth in Mesozoic Era (6 Million years back) were fossilized

due to unfavorable Environment.

The word Environment has two parts: Environ= surroundings; ment = result

of. It means everything that surrounds an organism. Thus, Environment is

the sum total of living and non-living components, influences and events

surrounding an Organism. According to Tansley, sum total of all effective

factors in which an organism lives is, Environment.

The moment we utter the word Environment, we feel the presence of Soil,

water, mountains, ponds, deserts, etc. We are also reminded of Climatic

factors like temperatures, Humidity, Rainfall etc. Thus, Environment means

the summation of Living (Biotic); Non-living (Abiotic) factors on an organism.

Page 153 of 293.

1.3 Scope and Importance:

The scope of Environment is very wide. It includes the study of Atmosphere,

troposphere and Hydrosphere. Innumerable microbes which are not visible

to us are also a part of Environment. Judicious Utilization of natural

resources like Soil, water and minerals is also a part of Environment. To avoid

destruction in the name of development is also a part of study of the

Environment. Natural hazards such as Volcanoes and Earthquake disturb the

balance of Nature. Multi disciplinary natured Environmental studies are

connected with several other subjects.

1.4 Multidisciplinary Nature of Environment:

Green plants are the primary producers. They produce food by using Carbon

dioxide and Water. Sunlight is source of energy. Every green leaf is a solar

cooker. The process of food manufacture is called Photosynthesis. Oxygen is

produced which is vital for all organisms. The food produced by the green

plants not only supports the plants, but also the animals. All animals are

consumers. The green plants are the basis of the entire living world; hence

study of botany is connected with the environment.

Animals are an important component of the Environment. They can be

carnivorous or Herbivorous. The balance of Animals in Biosphere is

important for the overall balance of the Environment. Man is a omnivorous

animal and presently, is considered to be the most dangerous, he has

disturbed the balance of Environment. Man cuts the Forests, converts them

to Agricultural land, and thereafter, Agricultural land to residential colonies.

Multistoried buildings are concrete jungles which are replacing the Natural

jungles. It is due to the mistake of man that foreign weeds like Carrot weed

have entered from Mexico. Thus study of Environment is connected with

Human Activities also.

Chemical structure of Soil, water and gases in air, Acid rains, Ozone layers'

depletion, and study of Green House gases is studied under chemistry. This

study is also connected with Environment issues.

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Light, heat, radioactivity and noise pollution are covered in the discipline of

Physics. They also affect the Environment.

Minerals are obtained from the Earth by digging very deep. Digging results

in Earthquake, which disturbs the Environment. Hence, Geology and

Environment are also inter -disciplinary.

Latitude, longitude, height from Mean Sea level affects the vegetation as

well as animals, and ultimately the Environment. Thus, Geography and

Environment are also inter related.

Man is becoming the enemy of Environment. To protect the Environment,

legislative measures are to be implemented, so law studies get connected to

the Environment.

1.5 Awareness about the environment:

It is needless to say that the very existence of the man depends upon the

balance of Environment industrialization and economic problem have taken

place at the cost of degradation of Environment. Poverty, population and

pollution are the common problem faced by developing countries like India.

Pure air and pure water are luxury for big cities. One has to pay a high price

of these kids of nature. It was there to realize by the world to create an

awareness regarding the Environment. UNO organized a conference on

Environment at stockhome on 5th June, 1972. Smt. Indira Gandhi, the then

prime minister of India considered poverty as the biggest pollutant of

Environmental balance.

In the memory of this conference 5th June is observed as the World

Environment Day every Year. On this day Radio, News papers and Television

focus their attention on Environmental problems. Bhopal gas tragedy due to

leakage of MIC (Methyl Iso- Cynate) from union carbide resulted the death

of 2500 people and about 1 lacks suffering today from chest problems and

the eye problems. Justice Krishna Iyer called this tragedy “BHOPOSIMA” on

the lines of the atomic bomb explosion in Hirosima. This is the biggest air

pollution tragedy of the world. In 1986 an explosion took place in the

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nuclear power plant in Chernobyl in Russia, about one million people were

affected and this power plant was closed down.

Water of several rivers is polluted due to factory waste. Water of hand

pumps contains arsenic and furiods beyond the standards and limits. It has

toxic effects. It is therefore necessary to create awareness about the

Environmental in common man. Govt. of India started ministry of

Environment and also passed forest act in 1972. Govt. of Madhya Pradesh

implemented the forest act in 1974. The parliament has added articles 48A

and 51Ain the constitution.

A. Article 48A: It is the duty of the State Government to protect and

improve the Environment. The Govt. has to protect the forest and the

wildlife.

B. Article 51A: it is the responsibility of every Indian citizen to protect the

natural Environment, which Includes forest, lakes, rivers and wildlife.

Every Indian Citizen should have Compassion for living creature.

1.6 At world level the following programs have been started by men:

1. International biological Program

2. “Man and biosphere program” started in 1970 by UNESCO.

3. Stockholm conference from 5th to 16th June 1972.

4. International Geo-sphere Biological Program (1986).

5. Earth Summit – Reode jenerio (Brazil) 1992

6. World Conference on Natural Disaster, Yokohame, Japan 1996

7. Kyoto Protocol - Kyoto, Japan – 1997

8. World Conference on sustainable development in Johannesburg,

South Affrica, 2001

9. The World Conference on Global Warming, Bali (Indonesia), 2007

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1.7 Program regarding Environmental Awareness at the level of

Governmental and Non- Governmental Organizations:

1. Animal welfare fortnight form 14th January.

2. World Forest Day - 21 January

3. World Environment Day – 5th June

4. World Animal Day – 3rd October

5. World Habitat Day – 4TH October

6. World Wildlife Week from Monday of the first week of October.

7. The World Conservation Day - 3rd December.

Started by the then minister honorable K.M. Munshi in India from 1950. In

the month of July and February, plantation is done by the Forest

department.

Started by Shri Chandi Prasad Bhatt of Tehri Garhwal (Uttaranchal) from

1973 onwards this was followed by Shri Sunderlal Bahuguna of Gopeshwar

in Chamli District of Uttaranchal. Whenever any contractor of Govt. agency

tries to fall trees, village people hug the trees to save them.

On the lines of Chipko Movement, Shri Pandurang Hegde has started Appiko

Movement in South. It is due to this movement that the Silent Valley of

Kerela could be saved from the destruction of Natural vegetation.

This program was started in Gujarat in 1974. Its aim is to establish

connection between Society and Plantation.

• It will not be out of the way to mention a Chinese saying: If you are

planning for one year, grow a rice plant,

• If you are planning for ten years, grow a tree, but

• If you are planning for hundred years, then create awareness in Man.

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1.8 Summary

Environment means everything living as well as non-living, which surrounds

man. Ancient human being was more close to the environment. As

civilization advanced, man started disturbing the environment due to his

selfish attitude. Industrialization, urbanization and pollution have badly

disturbed the natural environment.

Poverty, pollution and population explosion are the burning problems of all

developing countries like India, China, Sri Lanka and countries of Africa.

Environment is a multi-disciplinary subject, having roots in Botany, zoology,

Chemistry, Physics, Geography, Geology and Law, while the fruits are

protection of nature, including the human being.

Efforts to create awareness regarding the environments started in 1972,

when a World Conference was held at Stockholm. Later on several more

conferences have been organized at different places. Kyoto Protocol and

Montreal Protocol have been signed by several countries to reduce the

emission of green house gases (Kyoto Protocol – 1997) and to protect the

ozone layer (Montreal Protocol 1987).

Let us hope that various efforts regarding awareness may go a long way to

protect the environment and add to the well being of man.

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1.9 GLOSSARY

Environment : Surrounding Objects.

Heredity : Transmission of Parental Character.

Pollution : Act of making Dirty.

Planet : Heavenly body revolving around the Sun.

Biosphere : Earth atmosphere along with living plants and

animals.

Dinosuars : Huge animals of Reptile group whichever fossilised.

Hurricane : Violent Stream.

Photosynthesis : The process of manufacture of food by green

plants.

Vital : Living.

Herbivore : Animals which feed upon vegetation.

Carnivore : Flesh eating animals.

Omnivores : Which can eat vegetation as well as flesh.

Acid rain : Raining of Acidic water.

Degradation : Reduction in the quality.

Nuclear Power Plant : Power house in which Electricity is obtained from

Radioactive U 235.

Compassion : Feeling of Pity.

Protocol : Treaty.

Hug : Cling to.

Sustainable : Balanced.

Silent Valley : Natural forest of Kerala which became silent due to

the plight of singing birds as the trees were cut.

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1.10 FAQs

Qus: Out of nine planets around sun, on which planet the life exists?

Ans: Earth.

Qus: Define environment?

Ans: Sumtotal of biotic and abiotic components, influences and events

surrounding an organism is called environment.

Qus: What is the scope of environment?

Ans: It deals with the study of atmosphere, visible and invisible organisms,

natural resources as well as natural hazards.

Qus: How study of atmosphere is of multidisciplinary in nature?

Ans: Environmental studies involve the study of botany, zoology, physics,

chemistry, geology and even law.

Qus: What are three burning problems of developing countries?

Ans: a. population

b. poverty

c. pollution

Qus: List two aspects connected with the evolution of an organism?

Ans: a. heredity

b. environment

Qus: What is biosphere?

Ans: Plants, atmosphere and animals of earth make biosphere.

Qus: Which era is called as the age of dinosaurs?

Ans: Mesozoic.

Qus: List three important components of environment?

Ans: 1. biotic 2. abiotic 3. climatic factors.

Qus: Name 5 natural resources.

Ans: 1. soil 2. water 3. minerals 4. wildlife 5. forest

Qus: List 6 natural hazards.

Ans: 1. earth quacks 2. floods 3. tsunami 4. volcanoes 5. drought 6. slogans

Qus: How environmental studies are multidisciplinary?

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Ans: Environmental studies involve the basic knowledge of botany zoology

chemistry physics geology and even law.

Qus: What is the name for multi story buildings as for environmental

studies?

Ans: Cement concrete jungles.

Qus: List 3 burning problems of world which are disturbing the balance of

environment.

Ans: 1. global warming 2. ozone layer depletion 3. acid rains

Qus: At which place the first conference on environment was held?

Ans: At Stockholm on 5th June 1972.

Qus: What was the cause of Bhopal gas tragedy?

Ans: Leakage of MIC (methyl isocyanate) gas from union carbide factory.

Qus: What was the cause of chernobyl disaster?

Ans: Explosion in nuclear power plant.

Qus: When was forest act passed in India?

Ans: 1972

Qus: When was first Earth Summit organized?

Ans: In 1992 at Reo de Jenerio (Brazil).

Qus: Which programme was started by UNESCO regarding the protection

of environment?

Ans: M.A.B ( man and Biosphere) in 1970.

Qus: What was the aim of Kycto protocol?

Ans: To reduce the emission of green house gases.

Qus: What was the aim of the world conference organised at

Johannesburg in 2001?

Ans: sustainable development.

Qus: Where was world conference on global warming held?

Ans: At Bali (indonesia) in 2007.

Qus: Which date is observed as world environment day?

Ans: 5th june every year.

Qus: Who started van mahotsava?

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Ans: Honourable minister shri K.M. Munshi.

Qus: Who launched chipko movement in india?

Ans: Shri chandi prasad bhatt followed by shri sunderlal bahuguna.

Qus: Who has launched appiko movement in south india?

Ans: Shri pandurang hegde.

Qus: Where is silent valley situated?

Ans: In kerala.

Qus: When was social forestry programme started in india?

Ans: In 1974.

Qus: Which state in india is leading in social forestry programme?

Ans: Gujrat.

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1. Every organism is an outcome of: a. heredity b. environment c. both a and b d. none of the above

Ans. c

2. The following planet has life: a. earth b. venus c. jupiter d. Saturn

Ans. a

3. Environment has following components: a. Biotic b. abiotic c. climatic factors d. all

Ans. d

4. The following is popularly known as the age of dinosaurs: a. paleozoic b. mesozoic c. coenozoic d. none of the above

Ans. b

5. Natural hazards include a. earth quakes b. floods c. forest fires d. all

Ans. d 6. The following are natural resources:

a. soil b. water c. minerals d. all the above

Ans. d

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7. The following are climatic factors: a. Humidity b. rainfall c. temperature d. all

Ans. d 8. Environmental studies are connected with:

a. botany b. zoology c. geography d. all

Ans. d 9. The most dangerous animal for environment is:

a. tiger b. poisonous snake c. elephant d. man

Ans. d 10. World environment day is observed on:

a. 5th June b. 6th June c. 1st December d. 1st January

Ans. d 11. Bhopal gas tragedy occurred on:

a. 3rd Dec, 1984 b. 3rd Dec, 1986 c. 3rd Dec, 1990 d. 3rd Dec, 1994

Ans. a 12. The cause of Bhopal gas tragedy was:

a. methyl isocyanide gas b. methyl isocyanate gas c. carbon dioxide gas d. sulphur dioxide

Ans. b

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1.12 ASSIGNMENTS

a. The Students be taken to some forest, lake and mortuaries areas to

convey them the idea of Environment.

b. They should also be shown oxygen bubbles coming out in lake or pond

where green plants are present. This conveys the idea of

photosynthesis.

c. They may be told that the food habits of all other animals are fixed

that means they are either herbivores or carnivores but may be

omnivore and most dangerous in ecosystem.

d. The students may be taken satellite townships near Indore where

agricultural lands have been converted to skyscrapers or cement

concrete jungles.

e. The students may be shown luxuriant growth of carrot weed near

domestic areas as well as agricultural fields. This weed has been

introduced in India from Mexico due to carelessness of man and has

become nuisance for man himself.

f. The students may be also acquainted with the multidisciplinary

approach of environment because at is connected with Botany,

Zoology, Chemistry, Geology and physics.

g. Through photographs of Shri Chandi Prasad bhatta, Shri sundarlal

Bahuguna they can be given the idea of “Chipko” movement.

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B.Com. (ODL), 3 Year Degree Program


(Sample Copy)

Subject

Micro Economics

Unit- I

Introduction of Micro Economics

2020

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Unit- I

Introduction of Micro Economics

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Content

1.1 Objectives

1.2 Introduction

a. Microeconomics

b. Macroeconomics

1.3 Meaning of Micro Economics

1.4 Definition of Micro Economics

1.5 Basic Concepts of Micro Economics

a. Theory of Demand

b. Theory of Supply

c. Theory of Pricing

1.6 Methods of scientific study

a. Deduction

b. Induction

1.7 Deductive Method of Economic Analysis

1.8 Advantages of Deductive Method of Economic Analysis

a. Deductive method is exceedingly simple.

b. Deductive method obviates the necessity of

experimentation.

c. The deductive method results in accuracy and exactness

in generalization,

1.9 Disadvantages of Deductive Method of Economic Analysis

1.10 Inductive Method of Economic Analysis

1.11 Advantages of Inductive Method of Economic Analysis

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1.12 Disadvantages of Inductive Method of Economic Analysis

1.13 Importance of Micro Economics

a. Price Determination

b. Business Decision Making

c. It serves as a basis for prediction

d. Business and Production planning

e. To understand the working of the economy

f. Helpful in the efficient employment of resources

g. Helps in International Trade

h. Basis of welfare economics

i. Helpful in understanding the consequences of taxation

j. Tool for evaluating economic policies

k. Construction and use of models

1.14 Limitations of Micro Economics

a. Wrong conclusions

b. Static

c. Unrealistic assumptions

d. Limited scope

e. Ignores the role of the government

1.15 Conclusion

1.16 References and text books

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1.1 Objectives:

Objective of this course is to acquaint the students with the concept of

micro economics. After studying the topic, students will be able to learn

some theoretical concepts, scientific method of economic analysis:

deductive and inductive methods, importance, limitations and essential

tool and techniques of economic analysis used in micro economics.

1.2 Introduction

Economics is a social science concerned with the production, distribution,

and consumption of goods and services. It studies how individuals,

businesses, governments, and nations make choices about how to allocate

resources. Economics deals with production and exchange efficiency and

defines models as well as assumptions to understand how to create

rewards and policies that will maximize satisfaction. Economics at its core

is the study of people. It explains the cause of human behavior, reactions

and human decisions when faced with difficulty of resource allocation.

Resources are limited and human needs are unlimited. Economics as a

discipline combines politics, sociology, psychology and history to deal with

the problem of allocation of scarce resources to satisfy the wants to gain

maximum satisfaction.

Micro- economics and Macro- economics are the two major branches of

modern economic theory. The prefixes “micro and macro” have been

derived from the Greek words Mikros and Makros which mean “small and

large” respectively.

a. Microeconomics is the study of the particular economic variables and

their interactions, and particular economic quantities and their

determination. It focuses on how individual consumers and firm make

decisions; these individuals can be a single person, a household, a

business/organization or a government agency. Microeconomics tries to

explain they respond to changes in price and why they demand what they

do at particular price levels. Microeconomics tries to explain how and why

different goods are valued differently, how individuals make financial

decisions, and how individuals best trade, coordinate and cooperate with

one another. Microeconomics' topics range from the dynamics of supply

and demand to the efficiency and costs associated with producing goods

and services; they also include how labor is divided and allocated,

uncertainty, risk, and strategic game theory.

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b. Macroeconomics means economies in the large. It is primarily

concerned with the behavior of the whole economic system in totality. It

studies the relationship between broad economic aggregates such as total

production, total employment, overall prices, the rate of change in price,

the rate of economic growth, the rate of savings and investment, etc. thus,

macroeconomics studies he aggregates of quantities rather than individual

quantities. Macroeconomics national income and output, general price

level, balance of payments, foreign trade, government fiscal and monetary

policy, unemployment rates, the level of inflation and interest rates, the

growth of total production output as reflected by changes in the Gross

Domestic Product (GDP), and business cycles that result in expansions,

booms, recessions, and depressions.

1.3 Meaning of Micro Economics

Micro means a small part. Micro economics, thus, deals with the analysis

of the behavior of the individual economic units or variables, such as an

individual consumer or producer or the price of a particular commodity,

etc. Micro economics is the study of particular firm, particular households,

individual prices, wages, incomes, individual industries, particular

commodities. Micro economics basically deals with individual decision

making and the problem of resource allocation. Micro economic theory is

often called the ‘price theory’ or ‘value theory’ because it is primarily

concerned with determination of relative prices of different goods.

1.4 Definition of Micro Economics:

Various Economist have defined the term micro economics in different

words. Some of definitions are as follows:

According to Watson "Micro economics is the theory of the small, of the

behavior of the consumers, producers and markets.”

In the words of Shapiro, " Micro economics deals with small parts of the

economy.”

According to Ieftwitch, “Micro economics is concerned with the

economic activities of economic units as consumers, resource owners

and business firms."

According to Boulding, " Micro economics is the study of particular firm,

particular household, individual price, wage, income, industry and

particular commodity."

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from the above definitions, microeconomics can be defined as study of

individual behavior as consumers, producers their interactions through

markets which helps in effective utilization and distribution of resources.

Microeconomics describes the pricing of products and money, causes of

different prices to different people, how can provide more or less benefit

to producers, consumers and others, and how individuals best coordinate

and cooperate. Microeconomics deals with prices and production in single

markets and the interaction between different markets but leaves the

study of economy-wide aggregates to macroeconomics.

Microeconomics is the study of what is likely to happen (tendencies) when

individuals make choices in response to changes in incentives, prices,

resources, and/or methods of production. Individual actors are often

grouped into microeconomic subgroups, such as buyers, sellers, and

business owners. These groups create the supply and demand for

resources, using money and interest rates as a pricing mechanism for

coordination.

1.5 Basic Concepts of Micro Economics

Microeconomics includes majorly following concepts:

a. Theory of Demand: This Theory is based on the economic principle

related to the demand of consumer for goods and their relative prices

in the market. Demand is based upon the utility of the product offered

which forms the basis of demand curve depicting amount of goods a

consumer desire at the respective price. Demand curve is downward

sloping curve indicating an inverse relation between Price of the

product and its quantity demanded.

b. Theory of Supply: Supply is the quantity of goods a producer is willing

to sell in the market at a given price. This theory states that increase in

price of the goods makes supplier wishes to supply more goods in the

market. The supply curve thus derived is a upward sloping curve which

indicates a direct relation between quantity supplied and price of the

goods.

c. Theory of Pricing: The theory of price is an economic theory that states

that the price for any specific good or service is based on the

relationship between its supply and demand. Prices are determined by

the supply curve and demand curve crossing at an equilibrium point.

This theory also studies various market forms and price determination

in these forms of market.

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Other Concepts include

• Theory of utility

• Keynesian Theory

• Theory of Elasticity

• Game Theory

Activity 1

Based on what you have read so far, define micro economics and explain

different theories.

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1.6 Methods of scientific study:

There are two methods of reasoning in theoretical economics. They are

deductive and inductive methods. As a matter of fact, deduction and

induction are the two forms of logic that help to establish the truth. The

usual methods of scientific studies — deduction and induction, are

available to the economist. Both methods come from science, viz., Logic.

The deductive method involves reasoning from a few fundamental pro-

positions, the truth of which is assumed. The inductive method involves

collection of facts, drawing conclusions from them and testing the

conclusions by other facts.

Deduction and Induction:

a. Deduction:

i. Starts from the general and moves to the particular.

ii. Begins with general assumptions and moves to particular

conclusions.

iii. Develops a theory, and then examines the facts to see if they follow

the theory.

Example:

Let there be 360 degrees in circle – (A general assumption)

There are four right angles in circle – (A logical argument)

Therefore, this right angle has 90 degrees – (A particular conclusion)

Induction:

i. Starts from the particular and moves to the general.

ii. Begins with particular observations and moves to general

explanations.

iii. Collects observations, then develops a theory to fit the facts.

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Example:

This apple falls to the ground. (A particular observation)

All apples fall to the ground. (More observations)

All objects attract each other. (A general explanation)

Economics can be a very deductive subject, and economists are used to

constructing complicated ‘models’ of human behavior which begin with a

number of assumptions. However, economics is also an empirical subject,

using inductive methods to explain observed facts.

Thus, the downward sloping demand curve, for example, can be deduced

from general assumptions about how people try to maximize their

satisfaction from the purchase of goods and services. On the other hand,

demand curves can be built up empirically, that is by observing actual

customers reacting to market price changes, and when market

researchers, census-takers and opinion pollsters collect necessary

information, the data can be used inductively to make economic

predictions.

In practice it can be very difficult to say where deduction ends and

induction begins. Economists need to use both deduction and induction in

their work.

1.7 Deductive Method of Economic Analysis

Deductive method is known as the analytical abstract a priori method.

Here we start with certain formal data and assumptions. Then by logical

reasoning we arrive at certain conclusions. We start with undisputed

fundamental facts and after adding some assumptions we build up a

theory. For instance, it is assumed that businessmen aim at maximum

profit. It follows from this that businessmen buy the materials in the

cheapest market and sell it in the dearest market.

In Deductive method of Economic Analysis, we proceed from the general

to the particular. This is also known as a hypothetical method for some of

the assumptions may not correspond to actual facts, but very near actual

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facts which may be used as premise for starting, reasoning and drawing

conclusions. In economics we start with very simple premises and work up

gradually or more and more complex hypotheses.

1.8 Advantages of Deductive Method of Economic Analysis

Deductive method has the following ‘merits’

a. Deductive method is exceedingly simple. For example, the law that the

utility derived by an individual from a commodity goes on diminishing with

every successive addition is a self-evident truth from which we may draw

many logical conclusions, viz., larger the stock of money, the lower shall be

the utility of money; rich persons have lesser marginal utility of money

than the poor people; so taxes should not be levied on proportional basis.

If taxes are levied proportionately, the sacrifice of the poor will be larger

than the rich. This is against the Canon of equity, etc. Thus, the principle of

progressive taxation is derived from the law of diminishing utility through

deductive reasoning.

b. Deductive method obviates the necessity of experimentation.

Economics being a social science, experimentation may not be available as

in the case of physics or chemistry. So, the next best alternative to

experiment is deductive reasoning. According to Boulding this method of

deductive reasoning is the method of intellectual experiment.

c. The deductive method results in accuracy and exactness in

generalization, because of logical reasoning. The method gives a very high

standard of precision in abstract economic reasoning.

1.9 Disadvantages of Deductive Method of Economic Analysis

Deductive method has its drawbacks also:

1. Deduction is based mainly on assumptions which are perfectly valid. If

assumptions are wrong, generalizations made on the basis of wrong

assumptions will be imperfect and invalid. All economic laws are based

on too many assumptions where there are more scope for committing

errors through wrong hypotheses.

2. In deduction there is too much of abstraction and economists by

means of their intellectual exercises produce only “intellectual toys”

having little connection with reality.

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3. Deductive generalizations started on wrong premises will be

dangerous when such generalization claims universal validity. Then

such faulty generalizations are made use of in framing government

policies, the results would be nothing but disastrous. For example, J.B.

Say, claimed universal validity for his ‘Law of Markets’ in which he

maintained that supply creates its own demand and there will not be

over-production in the market. But this celebrated ‘Law of Market’ was

torn to pieces when critics proved that Say’s Law was wrong and

overproduction would be possible.

1.10 Inductive Method of Economic Analysis:

In this method, economists proceed from a practical angle to problems of

science to reduce the gulf between theory and practice. Induction is done

by two forms, viz. experimentation and statistical form. Facts are collected

first, arranged and conclusions are drawn. Then these general conclusions

are further verified with reference to actual facts.

The inductive method is generally associated with the statistical form of

inductions. The statistical approach has a larger field in economic

investigations than the method of experimentation. Further, the method

of statistical induction is indispensable for the formulation of economic

policy. Malthus presented his famous theory of population only after

studying the facts of population in various countries; He then used

statistics to support his theory. Similarly, Engel, the German statistician

employed inductive method and used statistics to formulate his law of

consumption.

1.11 Advantages of Inductive Method of Economic Analysis:

Inductive method has the following merits:

1. It is highly practical add realistic as it describes things as they are.

2. It is helpful in verifying the conclusions of the deductive method.

3. Economic laws under this method are not universal but valid only

under certain conditions.

1.12 Disadvantages of Inductive Method of Economic Analysis:

Inductive method has the following limitations:

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1. When the investigators lack a balanced judgement there is the risk of

drawing hurried conclusions based on inadequate and irrelevant facts

and data.

2. Collection of facts in the inductive process is a highly complex and

complicated job warranting extraordinary understanding to alienate

economic from non-economic factors.

3. Mere induction alone will not deliver goods unless it is supplemented

by means of deductive reasoning. Without deduction, the inductive

method would result in producing only a mass of unrelated and

unconnected facts.

Activity 2

Based on what you have read so far, differentiate deductive and

inductive methods of economic analysis.

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1.13 Importance of Micro Economics:

Micro economics is a branch of economics which is concerned with the

analysis of the behaviour of an individual economic unit or variable. Micro

economics plays a vital role in the study of modern economic theory. It is

important in the following ways as described below:

a. Price Determination: It explain how prices of individual commodities

are determined and how rewards of factors of productions are

determined and distributed.

b. Business Decision Making: Micro economic theory help businessman

to determine their price policy, maximum level of output and

achievement of maximum productivity from factors combination.

c. It serves as a basis for prediction: micro economic theory is useful to

make conditional predictions. Demand forecasting, for instance, based

on micro-economic principles of demand.

d. Business and Production planning: Micro economic policy helps in

preparing and planning of business policy, expansion of business and

making investment decisions to achieve maximum output and

productivity.

e. To understand the working of the economy: It helps us in

understanding the working of a free enterprise economy. It gives us an

idea about how major economic decisions are taken in a market

economy.

f. Helpful in the efficient employment of resources: It suggests

economizing, that is how efficiently the scarce available resources can

be utilized in production process in an economy.

g. Helps in International Trade: Micro economics is used to explain gains

from internal trade, external trade, foreign exchange, balance of

payment, disequilibrium and in the determination of exchange rate.

h. Basis of welfare economics: The entire structure of micro economics

has been built on the basis of price theory which is an important

constituent of micro economics. It suggests the conditions of efficiency

and explains how it can be achieved. It helps in improving the standard

of living of population.

i. Helpful in understanding the consequences of taxation: Imposition of

tax leads to reallocation of resources from one place to another. Micro

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economics explains how imposition of different types of direct and

indirect taxes lead to attainment of social welfare.

j. Tool for evaluating economic policies: It helps the states and central

government to frame economic policies like price policy, taxation

policy etc. It also explains the condition of efficiency in production and

consumption.

k. Construction and use of models: Micro economics construct and uses

simple models in order to understand the actual economic

phenomenon. It uses abstract models to explain the economic

phenomenon.

1.14 Limitations of Micro Economics:

Microeconomics is the branch of economics that deals with the study of

how individual households and firms make decisions and how they interact

in markets. Microeconomics studies principles, problems, and policies

concerning the optimum allocation of resources with maximum

satisfaction. Microeconomics plays a very important role in the study of

economic theory. Besides its importance it has certain limitations which

are as follows:

a. Wrong conclusions: According to the viewpoint of macroeconomics,

the conclusions drawn from the study of microeconomics in many

cases are not valid.

b. Static: Mostly static analysis is used in the study of microeconomics. In

macroeconomics, many economic variables are assumed to be

constant which makes it unrealistic.

c. Unrealistic assumptions: The microeconomic analysis is based on

many unrealistic assumptions like the existence of full employment

and perfect competition in the economy which is not found in real life.

d. Limited scope: Microeconomics has limited scope as it cannot study

many important economic policies and problems like fiscal policy,

monetary policy, inflation, unemployment, etc. which are very

important in the economy.

e. Ignores the role of the government: As microeconomic theories

believe in the existence of a free enterprise system assume the

existence of a free enterprise system in where market forces are

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assumed to play their role freely but there are certain rules and

regulations of the government that are to be followed in the daily

economic activities.

Activity 3

Based on what you have read so far, summarize importance and

limitations of micro economics.

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1.15 Conclusion:

Microeconomics is an important method of economic analysis; it is an

elegant method of problem solving. Despite its uses, microeconomic

analysis is not free from certain limitations. It is also concluded that the

methods of scientific studies reveals that neither deduction nor induction

is helpful in scientific enquiry. In reality, both methods are related to each

other because of some facts. They are two forms of logic that are

complementary and co-relative and help establish the truth.

1.16 Suggested readings

a. Prem J. Bhutani, Principals of Micro Economics, Taxmann’s

Publications

b. Dr. D.M. Mithani, Micro Economics, Himalaya Publishing House

c. D.N. Dwivedi, Micro Economics Theory and Application

d. M.L. Jhingan, Micro Economics Theory, Vrinda Publications (P) Ltd.

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Page 184 of 293.


B.Com. (ODL), 3 Year Degree Program


(Sample Copy)

Subject

Business Law

Unit- I

Indian Contract Act, 1872

2020

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Unit- I

Indian Contract Act, 1872

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Content

1.1 Objectives

1.2 Introduction

1.3 Meaning of Law

1.4 Types of Law

a. Constitutional Law

b. Civil Law

c. Criminal Law

d. Mercantile Law or Business Law

1.5 Sources of Business Law

a. Customs

b. Precedent

c. Statute

d. Contract Law

1.6 Meaning of Contract

1.7 Agreement

1.8 Formation of a Valid Contract

1.9 Essential of a Valid Contract

a. Offer and acceptance:

b. Intention of creating a legal relationship:

c. Consideration-

d. Lawful Consideration:

e. Parties must be competent to contract:

f. Free consent by the parties

g. Not expressly declared void agreements-

h. Certain Formalities-

1.10 Conclusion

1.11 Key Points

1.12 Test your knowledge

1.13 Self Test Questions


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1.1 Objectives

After studying the topic, students will be able to learn:

• Meaning of law

• Sources of law

• Types of law

• Term of contract

• Term of agreement

• Essentials of a valid contract

1.2 Introduction

Every civilized society follows the certain set of rules, regulations. We

cannot imagine a society without the existence of a formal regulatory

framework. A regulatory system consists of variety of laws, a system to

create a law and enforce it. We can say that law is an instrument for

regulation of the society.

1.3 Meaning of Law

In our day to language we refer the law as rules and regulations framed by

the government. But in formal way we can say that Law is a system of rules

which evolves and develop in a society for the people that are to be

followed and enforced by the government. If anyone is violating the law

the state will come in picture and will take action in the matter and ensure

that people will follow the same and will not repeat this in future.

The emergence of law in the society is a gradual process which keeps pace

with the gradual need of the society and changing civilizational

perceptions of the times. At any point of time the law of land shows the

accumulated wisdom acquired by the society by working of social and

political institutions of the past.

1.4 Types of Law

Branches of law can be categorized in following way:

a. Constitutional Law

In this branch of law political system, governing of society and regulation

of different organs of state includes which defines as well confines the

powers and jurisdiction of such organs. In India, constitution of India is the

major source of constitutional law.

b. Civil Law

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In this branch of law relationship of members of society is being regulated.

Members of society may be in the bilateral or multilateral relationship with

other members of society for the reasons like: marriage, employment,

business etc. This relationship may give the rise of dispute between the

members of society; civil law protects the rights of the members against

each other. Civil Procedure Code is the example of civil law.

c. Criminal Law

In criminal law crimes and offences defined, also the process by which a

guilty can be punished. The Indian Penal Code and Criminal Procedure

Code are the best examples.

d. Mercantile Law or Business Law

Basically the business law is the branch of civil law but now days in light of

complexity of business we can say that this branch is also going into the

criminal law. So business law in itself includes the civil as well as criminal

law perspectives, hence business law is studied as a separate branch.

Indian Companies Act is one of such example of business law.

Activity 1

Based on what you have read so far, explain meaning of law and its

categories.

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1.5 Sources of Business Law

As the sources of law are there same sources of laws are for the business

law, which can be classified as follows:

a. Customs

In the law custom is the best source of law, there are many traditions in

business law also having the binding force and it termed as law. For

example in any partnership if nothing is decided in the partnership

agreement that what will be the rate of interest in case of a partner gives

loan to the firm and vice versa. In such a situation 6% rate of interest will

be paid. This 6% is a customary rate which evolved by following the years

and now it is having binding force of law.

b. Precedent

Many pronouncements by the courts is also a source of law by which

business law can be enriched like in any other law court judgements are

the good source of law in business law as well.

c. Statute

Most of the business legislations are enacted by the legislature and they

are the main source of business law. In light of business environment of

today enacting legislation by legislature is highly recommended, because

in any dispute these can handle the matter very well so this is another or

we should say enacted legislature have less difference of opinion in

interpretation.

d. Contract Law

The law of contracts regulate the behaviour of persons who make the

contract, in case of any conflict arise between the parties that can be

resolved in amicable manner. For this, we need to study the law of contract

that is Indian Contract Act, 1872.

1.6 Meaning of Contract

In the common usage of day to day life, we are using the term contract and

agreement interchangeably but in the eyes of law there is a difference

between these two terms.

The term contract has been defined by various authors in the following

manner: "A contract is an agreement creating and defining obligations

between the parties". - - Salmond "

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A contract is an agreement enforceable at law, made between two or more

persons, by whom rights are acquired by one or more to acts or

forbearances on the part of the other or others". –Anson

"Every agreement and promise enforceable at law is a contract". -Sir

Fredrick Pollock

Section 2 (h) of the Indian contract Act 1872 defines “ An agreement

enforceable by law is a contract.”

As per this definition there are two parts: it must be an agreement and

shall be enforceable by law means that agreement must have binding force

of law. In case of any dispute between the parties they can go to the court

and seek the remedies.

1.7 Agreement

According to sec.2 (e), every promise or set of promises forming

consideration for each other. An agreement occurs when two minds meet

upon a common purpose. They mean the same thing in the same sense at

the same time. The meeting of the minds is called consensus-ad-idem, i.e.,

consent to the matter.

Binding force of law or obligation- An obligation is the legal duty to do or

abstain from doing what one has promised to do or abstain from doing. A

contractual obligation arises from a bargain between the parties to the

agreement who are called the promisor and the promisee.

Example- A makes an agreement with B to sell goods for Rs. 5000.

This is a contract because in this agreement there is a binding force of law

in case if a refuses to sell the goods to B then B can go to court for enforcing

of his right.

As per this definition every contract is an agreement but every agreement

is not a contract. There are some agreements which cannot be enforced

legally or we can say these agreements are not having binding force of law.

Personal and social agreements are best example of such agreements,

personal and social agreements cannot be enforced.

Example- G invites H to dinner. He makes all preparations; H fails to turn

up for dinner and all preparations made by G go into the waste, since there

was no intentions of both the friend to create a legal relationship so now

G cannot proceed this agreement to court against H because the

arrangement made between them is not a contract. So again we can

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conclude that every contract is an agreement but every agreement is not

a contract.

Activity 2

Based on what you have read so far, define the term contract and

agreement.

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1.8 Formation of a Valid Contract

As per above discussion we can say that for a valid contract following is a

must:

Contract= Agreement + Enforceability by Law

Agreement means what we describe above that every promise or set of

promises forming consideration for each other is an agreement.

Promise- as per section 2 (b) A proposals, when accepted, becomes a

promise.

1.9 Essential of a Valid Contract

Section 10 of the Indian Contract Act, 1872 describes the essentials of a

valid contract which are as follows:

a. Offer & acceptance.

b. Intention to create legal relationship.

c. Consideration.

d. Free consent.

e. Legality of object.

f. Possibility of performance. & Writing & registration

g. Not expressly declared void agreements

h. Certain formalities

In detail, we can discuss the above points in following manner:

a. Offer and acceptance: Offer and acceptance is a must for contract this

is the first requirement, and it should be lawful. The term 'lawful '

means that, in relation to this, the offer and acceptance must meet the

requirements of the contract act. The offer or proposal is defined

under section-2(a) of the Contract Act. Section-2(b) of the Act provides

that when an offer is accepted then it becomes a promise.

In famous case of Lalman Shukla v Gauri Dutt (1913) Mere knowledge

of the contract does not constitute acceptance, it must be expressed

as was held in this case.

b. Intention of creating a legal relationship: Parties must be serious to

establish the legal relationship. There must be a clear intention among

the parties that the agreement should be attached by legal

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consequences and create a legal obligation. In other words we can say

that parties are ready to enter contract and if in any case promise is

not fulfilled should approach the court of law, e.g. social or domestic

agreements between spouses or friends, which cannot be enforced in

a court of law would not constitute contract. Legal relationship will

come in picture when a party is refusing to fulfil the promise if it is not

social kind of relationship then they can go to court.

c. Consideration- Another essential of a valid contract is presence of

consideration for the promise made in the agreement. Doctrine of

consideration is something in return means a person who is making a

promise must do that in return of something that is consideration for

promise.

d. Lawful Consideration: In another landmark judgement of Currie v.

Misa (1875) Justice Lush defined consideration, “A valuable

Consideration in the sense of law may consist either in some Rights,

Interest, Profit or Benefit accruing to one party or some forbearance

detriment, loss or responsibility given, suffered or undertaken by the

other”. Consideration means ' something in return ' which means that

the parties have to accrue in some form, whether it be profit, rights,

interest, etc. or agree to have some form of beneficial "consideration.

Section-25 states that any contract without consideration is void as it

is considered the essence of a contract. However under section-23

there are certain considerations that would be unlawful as:

• They are forbidden by law.

• It is of such a nature that, if permitted, it would defeat the

provisions of any law, or is fraudulent.

• It involves or implies injury to the person or property of another.

• The Court regards it as immoral or opposed to public policy.

• If even one of these conditions is fulfilled, it will further render the

agreement illegal.

e. Parties must be competent to contract: Competency of the party or

capacity to contract is another feature of a valid contract without the

capacity of party a contract will be void. Parties must be competent to

enter the contract. Section 11 of “the act” states the criteria of parties

who are competent to contract:

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• The parties must attain the age of majority i.e. 18 years. An

agreement with a person who is a minor, will be considered void

ab intio (Mohri Bibi v Dharmodas Ghose, 1903)

• The person must be of sound mind i.e. not an insane person.

• He/she should be disqualified from the law to engage in a contract.

f. Free consent by the parties: Not only consent but free consent is

necessary that means parties must have to give their consent freely, in

other words parties entering into a contract shall enter with their free

will and their decision of engaging should not be influenced by any

external factors. Section-14 of the Indian contract Act 1872 deals with

free consent and provide certain factors, if so found, would deem a

contract invalid. These factors are-

• Coercion: Committing any act forbidden by the Indian Penal Code

or unlawful detain of property, or threatening to commit these

acts.

• Undue influence: The use of one party’s dominant position to hold

an unfair advantage over other party.

• Fraud: When a party makes presentation of the terms of contract

with the intention to cause damage to the other party, it amounts

to Fraud.

• Misrepresentation: False representation of facts

• Mistake: While engaging in a contract, there should not be any

mistake (either of fact or law) from both or either of the parties.

g. Not expressly declared void agreements- Further, for a contract to be

valid in the eyes of law , it shouldn’t be expressly declared void for

example agreement without consideration(Section-25), agreement in

restraint of marriage(Section-26), agreement in restraint of

trade(Section-27), agreements in restraint judicial

proceedings(Section-28), an agreement by way wager(Section-30) etc.

h. Certain Formalities- The Indian Contract Act is not specifying any

type of formalities that must have to be completed for a valid contract,

so a written or oral contract can be a legal one but if any other law is

specifying any formality that must have to be completed with under the

Registration Act 1908 and or Companies Act etc. If the contracts are

related with the same.

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Activity 3

Based on what you have read so far, explain essential of a valid contract.

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1.10 Conclusion

Above is the just an introduction to the Indian Contract Act and essentials

of a valid contract along with basic concept of law, for details of the

provisions of forming a valid contract we need to study the detailed

provisions of the Act which we will study in coming topics.

1.11 Key Points

• An agreement enforceable by law is a contract. It creates legal

obligations between the parties.

• Every promise and every set of promises forming consideration for

each other is an agreement.

1.12 Test your knowledge

• A invites B to go out for dinner together, B accepts offer. A hires taxi

but B does not turn up. A has to give the driver some compensation

can A recover from B?

• X offers to donate some money to hospital. The hospital accepts the

offer. Can it recover the amount from X?

1.13 Self Test Questions

1. Define contract. Explain the essentials of a valid contract.

2. Comment on the following statements.

a. "All contracts are agreement but all agreements are not

contracts."

b. "The law of contract is not the whole law of agreements nor is it

the whole law of obligations."


• Modern Business Law by S.K. Agrawal, 2006, Galgotia Publication

• Business Law by P.C. Tulsian 3e, Mcgraw Hill Publications

• Mercantile Law by S.S. Gulshan 2e, Excel Books Publications

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Page 198 of 293.


M.B.A. (ODL), 2 Year Degree Program


(Sample Copy)

Subject

Digital Marketing

Unit- I

Introduction to Marketing

2020

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UNIT- I

Introduction to Marketing

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Content


1.2 Introduction to marketing and customer value

1.3 Value Creation, communication, delivery and exchange

1.4 Segmentation

1.5 Target Marketing

1.6 Positioning

1.7 Marketing Mix

1.8 Glossary

1.9 FAQs


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After going through this Module the student will be able to: -

• Identify impact of digital space and digital marketing in reaching out to

customers.

• Find out the opportunities for marketers on digital platform.

• Use digital media for the creation of products and services.

• Differentiate factors that influence the consumer

• How and What are the different elements that make the consumer so

unique?

1.2 Introduction to marketing and customer value

During the course of this module, we'll be discussing different techniques,

elements, some amount of theory in some examples from the real world

about how digital space and digital marketing has made a huge difference in

how we reach out to customers today. But before I start off with this whole

course, I would like to start off with a small definition of what marketing is,

because it is important for us to understand what marketing is before we

delve into details of how it is done in the digital space. So I like to start off all

my courses with this one central question. What is marketing? And it's very

interesting. I get a large number of different answers for this one question.

Some of my students think marketing is about advertising.

Like most of you, you would feel that it is about creating a lot of attentive,

lot of interesting advertisements so that you can entice customers to see

and be interested in your products. Some other students feel that

advertising is all about having a really motivated sales force. It is about

making sure that there are people who are going to now sell your product

and try to convince other customers to buy your product. There are other

students who feel that advertising and sales is of course there, but marketing

is more importantly about understanding the needs of customers and then

providing solutions to these needs, which can satisfy these customers. Now

marketing is all of these, but marketing is a little bit beyond what all of these

things are. So marketing has a formal definition like any other discipline. Page 202 of 293.

Marketing is the activities, set of institutions and processes that are involved

in the creation, communication, delivery and exchange of offerings which

have value for customers, clients, partners, and the society at large.

Now, I understand that it might be a little confusing definition at first. I'll try

to break this definition down. Central to this entire definition of what

marketing is, is the concept of value. Now, this again is a question that is a

follow through to the question which I started off with, as to what marketing

is? Value, what do you understand value is? Value is central to all marketing

decisions and all marketplace decisions.

Now, the definition of, or the conceptual understanding of what value is.

Value is basically the net sum of all benefits and costs that a customer has to

incur in order to have that offering.

Now, what do I mean by benefits and costs? There are different benefits that

the customer gets by the consumption of a product. Say for example, you

might be having a mobile phone with you right now. The mobile phone gives

you a set of benefits. The first and most important benefit that you get from

a mobile phone is the fact that you can communicate with your friends, your

family members, and other people in your workspace and your colleges, and

in other places that you go to. So communication is one benefit that you get.

Mobile phones today have other benefits as well. Say for example, you have

benefits such as watching, being able to watch a movie when you're sitting

on the

train, being able to play a game when you are not finding sleep, being able

to find any sorts of entertainment at any point of time. This is again a benefit

that the product gives you. There are other services that come alongside a

mobile phone. Say for example, if your mobile phone fails to work one day,

you have a service station where you can go to and give the mobile phone.

It can be repaired very easily. So there are services that are provided to you

as benefits and on top of all of that, there is a certain image that you get as

somebody who's able to access and use a certain mobile phone. Say for Page 203 of 293.

example, if you are one of those people who is carrying a new generation,

extremely flashy, extremely costly and premium mobile phone, your friends

will look up to you and say that you are somebody who can afford such a

phone. So it gives you a certain esteem benefit. So there are different

benefits that you can avail from the consumption of a product. There are of

course product benefits, there are service benefits, and there are image

benefits. So if you add up all of these benefits, you get the net sum of all the

benefits that you get from the product.

Now in order to have all of these benefits, you also need to incur certain

costs. What are the costs that you have to incur? Of course the first and most

obvious cost that you have to incur is the cost that you have to pay in order

to buy that device or buy the mobile phone as the example we were talking

about. So this is basically the monetary cost that is involved. Now apart from

the monetary costs, there are other costs that you need to incur as well. Say

for example, you don't have a shop or a place nearby your house where you

get the mobile phone, so you have to travel, say a hundred kilometers to get

access to such a device. Then there is travel cost that is involved. You don't

know which mobile phone is the most appropriate for you. You might have

to search for all the mobile phones that are out there. You might have to find

out the different features and the different specifications of each of these

devices before you go about and buy this phone. So there is a cost that you

have to incur with respect to the time that you spend in searching for

information on that phone. There are also other costs that are involved. Say

for example, you are letting go of certain other benefits that you could have

had by spending money on this phone. So all of these costs can also be added

up, like we added up all the benefits and if you take the difference between

all the benefits that you get and all the costs you had to incur in order to get

these benefits, you get what is essentially called as value.

So benefits minus cost is what value is, and value is very central to all

consumption decisions that we make and that is necessarily why we have

this very famous quote, a very famous term that we use “value for money”.

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there in the market that gives us the maximum value for the amount of

money that we're giving. So value like I defined to you is central to what

marketing is.

Now we take this value and we do four things with this value. The first of

these things is creation of this value. Now you would have understood by

definition that to create value you basically have to define the benefits that

the customer gets. And you also have to define the costs that the customer

has to incur.

1.3 Value Creation, communication, delivery and exchange

In order to create value, you have to create a product. Say for example, we

are talking still of the example of the mobile phone. You might have to create

a mobile phone that customers can buy. Now, creation of this mobile phone

will incur all kinds of technology that goes into the mobile phone, the camera

that goes into the mobile phone, the battery specifications that go into the

mobile phone, the android

versus IOS versus other operating systems that are going to be used by the

phone, the kind of services, the kind of warranty, all of these elements that

are part of the offering that you're making. You have to create all of these

things. You will also have to put a price tag to this mobile phone or you will

have to put a price tag to the offering that you're giving to the market.

Thereby you are creating this value.

Many companies use internal resources to create this value. There might be

research and development teams. There might be engineers who work in

mobile phone companies who are creating value for customers. There might

be expertise that is outsourced at times. So in many ways, marketers are

involved in creating this value. Now, when you're creating value, one

important aspect that you have to always remember is that this value should

be important for customers, who you are expecting to buy this product, and

if this value has to be worthy enough for customers to buy it, then you

basically have to ensure that the value that you create is in line with what Page 205 of 293.

the customers expect. So that is where marketers are involved in

understanding what are the needs and demands of customers. We will come

to all of these concepts in the due course of this course.

So that is about creation of value. Now, once you have created value, it is

not just important for you to have created value and then just keep this value

within the organization. You have to take this value out there to the

customer and communicate this value to the customer. There are different

vehicles that we use to communicate all of this value to customers. One

important element that we use and something that you all would be very

familiar with, is advertising. There are a lot of advertisements out there.

Same example, mobile phones, you might have seen that there are a lot of

advertisements about mobile phones, some mobile phones advertise the

fact that they have a great practical life. Some other mobile phones advertise

the fact that they have extremely great camera quality. Some other mobile

phones talk about the fact that they are durable and sturdy. So any of these

value concepts or any of these elements of value that you have defined, you

can take to the customer and communicate to the customer. So creation is

the first element of what you do with this value. Communication is the next

one.

The third element is delivery. Once you have created value in the format of

a product or a service or an offering, you have to then communicate all of

this value so that customers are aware of it. Once the customer becomes

aware of the value that you're offering, the customer might be interested to

come and acquire all of this value from you. The customer might be

expecting to buy this mobile phone from certain places. You have to ensure

that there is a certain mechanism in place that will enable the customer to

buy it from you. So you might have seen there are phones which are

available on the online space. There are other phones which are available in

electronic stores, nearby your house. There are also a lot of big department

stores which carry mobile devices. So the marketer has to ensure that the

delivery of all of this value is also planned properly. The place where the

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customer can come and buy this value from you is also to be defined

properly. So that is where delivery of value happens.

And the last element is exchange of value. There are a lot of things that you

give to the customer. We defined creation of value, communication of value

and delivery of value, but there are a lot of valuable things that the customer

has for you as well. One of the most important things that you derive from

the customer is money. As exchange for the products and services that you

offer to the customer, you have to get back money that is worthwhile for the

benefits that you provide. So there is exchange, involved there. There are a

lot of informational resources that the customer has. For example, do

customers really like your product? Do customers actually feel that your

mobile phone is worthy enough to suggest everything that it

claims to have is really met? So you need to have a lot of feedback generated

from customers.

You need to understand how the customer feels about your product as

compared to a competitor’s product. So a lot of market research is also

involved where you get back a lot of value from customers. So creation,

communication, delivery and exchange of value is what we are going to

define first and this essentially is what marketing is all about. So when we

talk about advertising, it comes into communication of value. When we talk

about sales, it comes into delivery of value. When we talk about

understanding the needs of the customers and fulfilling them, it comes into

creation of value. So every different aspect that you see is somewhere or the

other related to this definition of what marketing is and then we not really

do this for customers like you and me. There is marketing that happens in

organizations that are involved in a business to business domain.

So that is where we call about marketing for clients. There are a lot of places

where you have partners who are involved in business activities. So that is

where marketing gets involved into helping or providing value for partners.

There are also a lot of organizations which do a lot of societal activities, a lot

of NGOs out there, a lot of companies that are really involved in making the Page 207 of 293.

world a better place, who also use a lot of marketing techniques. So that is

why the definition of marketing essentially talks about the set of activities,

institutions and processes that are involved in the creation, communication,

delivery and exchange of offerings which have value for customers, clients,

partners, and the society at large. So this essentially is what marketing is. We

will delve into details of each of these concepts and we'll see how each of

these concepts is relevant in the digital space in the next module to come.

Okay, so now that we have understood the definition of marketing, we also

have understood the concept of value, we will move further with other

concepts that are relevant. The first and most important of these things is to

understand how you're going to operationalize your marketing strategy for

customers, and the most important thing here is to understand what the

customer is looking for. So we defined three broad things in order to explain

what customers look for. The first of these elements is the concept of need.

Then we'll discuss what wants are and thirdly, we'll discuss what is the

demand, because all of these three terms are very closely linked with one

another, but they have different meanings when it comes to the

understanding and operationalization of what marketing is.

So, a need is what the customer has as a basic requirement. Say for example,

the customer can have both physiological and psychological needs. Hunger

for example, is a very basic need. Without food you cannot survive, so when

you feel hungry, we call that to be a very basic need, thirst or any other needs

that are basically required for your survival are what we understand as

needs. Now many a times the customer knows that needs can be fulfilled by

different things. Say for example, you can fulfill the need for hunger by

eating Dosa, by eating a hamburger, by eating pizza, or by eating something

even more expensive. Now, each of these things that the customer knows

can satisfy that basic need of hunger is what a want is. So, when the

customer can identify an offering that can satisfy basic need, it becomes a

want. Not all wants can be satisfied or fulfilled by customers. There might be

customers who want a burger, but can only afford a Dosa.

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There might be customers who want to eat at a five star restaurant but can

only eat at a normal roadside vendor. So when the want is also accompanied

by an ability to pay for that offering, we call it to be a demand. So, needs are

your basic necessities. Wants are the offerings that are available which you

can direct or you can understand as being able to fulfill these needs, and

demands are when these wants are also accompanied by an ability that the

customer has, to pay for them.

1.4 Segmentation

Now, once we have understood needs, wants and demands, we need to

understand one other thing that is very relevant to how marketing operates

and that is you have very limited resources. Any company, for example, has

limited amount of money to advertise, has limited people in the sales force

and has limited partners to reach out to the market. So it becomes very

essential for marketers to identify the right set of customers for whom they

should create value, communicate value, exchange and deliver value. So to

do this, we use the concept of segmentation, targeting and positioning.

What is segmentation? You would have heard this term very frequently.

What is segmentation? Now if you take, for example, any market out there,

the market consists of a large number of people. We generally called

markets to be heterogeneous in nature. When you have a large number of

people, say for example, people who are using mobile phones, there are a

large number of people out there. There are consumers who are interested

in buying mobile phones, which are cheaper. There are consumers who are

interested in buying mobile phones which can be used for playing very

sophisticated games, there are consumers who might be interested in

having mobile phones that have great cameras, there are other customers

who are interested in buying mobile phones that have longer battery life.

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So if you take for example, any product or any service or any offering, the

consumers or the market in general is very large. It is heterogeneous. To

satisfy the needs of all customers out there, it becomes very difficult for

organizations. Think about the case of building a mobile phone that is the

best for all customers. It might be a very difficult activity. One, you might

not be able to achieve excellence in all different things that you do and even

if you are able to achieve excellence in all different things, your product

might be extremely expensive, because of which the customer cannot buy

it. So it becomes extremely important for you to divide this heterogeneous

market down into smaller, homogeneous groups for whom you can create

products, for whom you can have campaigns that can target them, for

whom you can basically reach out to the customer by having a retail channel

or having a delivery channel. So the act of dividing the entire market down

into smaller, homogeneous groups is what is essentially called as

segmentation.

Segmentation can be done by different means. One of the most commonly

used methods of doing segmentation is at a geographic level. A geographic

segmentation is where you basically break down the market into different

regions on a geographical map. Say for example, if we're talking about India,

food habits in the northern part of India and the southern part of India are

diverse. People like certain foods in the northern part of India, people like

certain other foods in the southern part of India. So you can have different

offerings for different parts of the country depending on the kind of food

habits that they have. Such kind of segmentation is called as geographic

segmentation.

Another way of which segmentation happens is based on demographics.

Demographics can include anything from age, income, gender, lifecycle

stage, all of these different things. Say for example, if you take offerings out

there, for example, mobile phones. There might be mobile phones that are

offered to customers who are in a certain age group. For younger people,

you will have mobile phones that are more worthy of playing games, which

might be more entertaining, which might have greater battery life. For a

little older people, you might have phones which are loaded with features

which can be used in a professional space. For people who are elderly,

people who have difficulty to see and use a touch-screen, you might have

mobile phones with large buttons which can be easily used by these people.

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So this is a segmentation that has happened based on age. Similarly, you

might have offerings which are for really wealthy and really rich class of

people. You might have other offerings for people in the middle class. There

are people who don't earn as much. You will have offerings even for them.

So segmentation can even happen with respect to the income group of

people.

There are different people who are in different lifecycle stages, for example,

somebody who has just married versus somebody who is thinking about

getting married. There are different types of consumption that these two

people might think. For people who have just recently had a child versus

people who are still in college, there might be different ways in which these

two set of people are consuming products. So based on age, gender,

income, lifecycle stage, and other parameters that you can see on the

screen, there might be a demographic segmentation that might happen. So

geographic segmentation and demographic segmentation are very obvious,

very easy to understand.

The third basis by which segmentation can happen is based on how people

think, how people believe that the world should be, how people's attitudes

are about different things and different objects. So this is known as

psychographic segmentation. Say for example, if you are somebody who is

an adventure-lover, say for example, if you're somebody who believes in

the idea of using green things versus somebody who is only interested in

saving a lot of money; these are basic elements of personality of these

people. So segmentation of the market can also be done based on the ways

in which people behave, the ways in which people have attitude, depending

on the different things that they see in the world. So this is basically

psychographic segmentation, which is the third way in which segmentation

can happen.

And the last way in with segmentation can happen is based on behaviors

that people show in the marketplace. Say for example, if you are a frequent

flyer, you get greater benefits from the airline because your behavior is in

such a way that you consume air tickets and consume air travel much more

than other people. So you might get extra miles for your travel. You might

get freebies for your travel. You might not have to wait in long queues. You

might get privileged checking counters, etc. based on the behavior that you

show and depict in the marketplace. There might be other consumers who Page 211 of 293.

might be heavy users, say for example, if you consume internet as part of

your mobile package, and if you are a heavy internet user, the service

provider will give you a package that is suited for you because you are a

heavy user. So based on your behavior, based on the kind of consumption

that you do, you can be also segregated into different sets of people. So that

is the last basis by which segmentation can happen.

So geographic, demographic, psychographic, and behavioral are the four

ways in which you can do segmentation. But by doing segmentation in

either of each of any of these ways, you basically are trying to break down

a very complex and heterogeneous marketplace into smaller homogenous

groups. And by breaking them down into smaller homogenous groups, you

are now able to reach out to one or a few of these groups and make

products and services and offerings that will be most appropriate for one or

a few of these groups, rather than having a product that doesn't necessarily

be good enough for any of these set of people. So that is why we do

segmentation.

1.5 Target Marketing

The next activity that we do is to identify one or a few of these groups,

where in you can go and try to offer your products and try to make revenue

from these groups.

Targeting is where you identify which of these segments is going to be the

key or the central segment where you're going to offer your products. So

you have to basically look for five different things when you're trying to do

targeting. The first of these things is that the segment should be

measurable. The second is where it should be substantial. The third is where

it should be accessible. The fourth is where it should be differentiable. And

the last is where it should be actionable. Now I'll talk about each of these

different things.

Now think about the case where the entire heterogeneous market was

divided into smaller homogeneous groups, which we call segments. The

segments should be measurable. When I say the segment should be

measurable, you should be able to measure key factors that are relevant to

you in each of these segments. Say for example, the number of customers

who are there in each of these segments, the total number of competitors

that are there in these segments, all of these different elements should be

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measurable.

The second element is that the segment should be substantial. When you

are thinking about entering a certain segment and trying to offer your

products to one certain segment, you should be able to get revenues or get

money from that segment, which is going to be enough for sustaining the

costs of your business. It should also be able to provide you profits. It should

also be able to give you growth potential in the future. So the segment

should be substantial in itself.

The segment should be accessible. The segment should not be something

that is very difficult to reach out to. It should not be very difficult for you to

get into that segment. You should be able to access the segment and that

is where we say that targeting should be done in a way that you are looking

into segments which are accessible.

The fourth element and the most important of all of these elements

according to me, is that the segment that you choose should be

differentiable. There are going to be a set of competitors that you will have

to compete against in the marketplace for the offerings which you are

providing to the customer. Say for example, if you go back to the example

of a mobile phone, there are going to be a set of competitors out there.

Now, the segment that you choose should be in such a way that you are

able to differentiate your product as opposed to your competitors.

And the last one is where your segment should be actionable. When I say

actionable, there are these elements of a marketing mix that we generally

use in order to create a marketing strategy. You should be able to create a

difference from everybody else by using the marketing mix elements that

you are employing. So the product, the price, the place, and the promotion

should be giving you a different result as compared to another segment. So

that is where we call about the fact that targeting should be in such a way

that it is actionable.

Each of these elements together will define the target group that you are

going decide. So we started off with segmentation. We took the whole

market, broke itdown into different smaller groups. We looked into each of

these groups as to what are the key factors that are relevant to us. What

kind of potential growth do we have? Do we have enough scope to

differentiate ourselves? Do we have an ability to access these segments and

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are these segments actionable? All of these elements are looked into, to

identify one or a few of these groups that we call as target groups. This is

what essentially targeting is. Now, once you have done segmentation, you

have gotten down to a set of groups which are most appropriate to you, the

next element is called positioning.

1.6 Positioning

What is positioning? Positioning is where you're trying to create a position

for yourself and the position that you create is not in the marketplace but

in the customer's mind because it is important for us to understand that the

customer is a person who thinks, who understands reality, who has a

worldview of how his needs are, his requirements are, what are the

different products out there? What are the key attributes of each of these

products? How is product A different from product B? How is mobile phone

A different from mobile B? And for the marketer, it is important that we

create an image in the customer's mind. That is what we try to do by doing

positioning. And to do positioning, we have a set of vehicles that we can

use. Say for example, you can use advertising, sales promotion, retail

presence etc. Your product itself can be used for positioning, but the key

here is to understand that you are trying to differentiate yourself from the

other players in the market. Now, differentiation can be done based on the

product that you offer. It can be done based on the image that you offer. It

can be done based on the people who work for you. It can be done based

on where your product is available. It can also be done with respect to the

price that you offer.

Now to do differentiation, you have to identify what are the specific points

of differentiation which are going to make your product different from the

other products that are out there. Say for example, if you're a mobile phone

company that is pioneering mobile phones, which have exceptionally great

battery life. We live in an age where most mobile phones have a life of say,

at max one day or two days. Now, think about yourself as a company which

has come out with a mobile phone that has a battery life of a week. This

becomes a point of differentiation as compared to other people in the

marketplace. Now, when you position yourself as somebody who's the

leader with respect to battery life, you are able to create a different image.

Every customer who now thinks about your product knows that you're

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You can think about creating an image for durability of the product. You can

think about creating an image for service that you're offering. You can think

about any of these elements and identify a point of differentiation. Once

you have identified a point of differentiation, you have to create the

marketing mix elements, which is the product, the price, the place, and the

promotion, which coincide with these points of differentiation that you

have created.

Now, let me also tell you that we are not always trying to be very different

from the competition. There are some elements which also have to be very

closely associated with the competition. These are generally known as the

points of parity, where in you're creating a lot of features in your products

or offerings which are closely associated with other competitors in that

certain category.

We know how a mobile phone looks. If you're going to drastically change

the styling of the phone, say for example, today you have a phone which

basically is a flat phone, which has a touch-screen display, which is not very

thick, which is basically a rectangle shape. Now think about the case where

I'm giving you a phone that is a very bulky cylinder. Now, customer doesn't

associate it with the regular phones that he sees in the market. So your

product has to be different from your competitor to differentiate it, but at

the same time there are a lot of features and a lot of characteristics which

customers associate with a certain category of products. So you have to also

be close to these category products or these points of parity.

1.7 Marketing Mix

Now, once you have identified which segment we enter into, once you have

done your targeting properly, once you have created a position in the

customer's mind, then you can actually get to the market with the

marketing mix elements, which are the four Ps which we'll discuss next.

Okay, so the four Ps of marketing like you would have all heard about or the

marketing mix, is what we'll discuss next. So these four Ps are essentially

what we try to, strategize and what we try to change in the marketplace.

These include the product, the price, the place, and the promotion.

What is the product? The product is basically the offering that you give to

the customer. It can be something that is a pure good. It can be something

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Say for example, in the case of a mobile phone, the product is the mobile

phone. It is also associated with a set of services that go alongside. Say for

example, the after sales service that you get, the warranty that you get, etc.

So that is what the product is all about.

Now the product is associated with a certain cost that you have to incur.

That is what the price is. A mobile phone can be 20,000 rupees worth. The

mobile phone can be worth 50,000 rupees. These two elements are

extremely important because many times the customer starts comparing

these two elements. The customer starts comparing the product, the

features of the product with the price that the customer has to pay. So the

product and the price are very critical in the success of any product.

The third of these elements is the place or the third P is what place is. Now,

place is where the customer can actually come and purchase the product.

Remember, we discussed about the electronic store near to your house or

the department store where you can buy a mobile phone from? That is

essentially what the place is. So which is the place in the market where you

can go and buy this product. So that is where we talk about place.

And the last of these is promotion. Promotion is where you're trying to

make sure that the customer is aware of your product, the customer is

motivated and the customer has a good reason to come and buy your

product. So it could be advertising, it could be sales promotion, etc.

So, all of these four elements, is what we have in our hands to play around

with and make sure that we can generate as much revenue from the market

as possible. Now, the reason why we dealt into detail of what marketing is,

what value concept is, what segmentation, targeting, positioning is, and

what the four Ps are, is because we want to introduce all of these concepts

to be similar to what we see in the digital space. Say for example, marketing

in the digital space and in the traditional space is more or less the same.

You're still creating, communicating, delivering, and exchanging value for

customers in the digital space. If you think about an e-commerce company,

it is delivering and exchanging value to customers. If you think about a

company that is a pure play retailer, it is delivering value to the customers.

If you think about a company that is interested in creating entertainment

for you, like the YouTube channels that you see, they are creating value for

you. If you talk about different types of social media and digital media

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promotions that we do, you're communicating your products to the

customer or communicating value to the customer. So the definition of

marketing still holds in the digital space. If you think about segmentation,

targeting and positioning, we still have to do a lot of segmentation in the

digital space. Although in the traditional space, segmentation is a difficult

activity to do because you don't have data for customers.

In the digital space, segmentation becomes very easy. Say for example, you

would have seen a lot of search engine advertising. You would have seen

that every time you go to the search engine and type for some specific set

of information, you'll see a lot of product advertisements or a lot of links

which are sponsored, that popup. When you go to social media, when you

go to Facebook, you would have seen that a lot of advertisements about

products which you are looking for at an e- commerce platform and then

purchased, are popped up to you. These are all ways in which the value is

communicated to you. Now the way by which the marketer reaches out to

you is based on either your geography, either the demographics that you

have; your age, gender, income, etc. or the kinds of browsing behavior that

you display.

So even in the digital space there is a very strong presence of segmentation.

There's a very strong presence of targeting that is a very critical method by

which the products are positioned in your mind. Say for example, you might

see certain advertisements where products are displayed in certain

fashions. You might see that the product is doing certain social campaigns

so that they create an image of being socially aware. All of these elements

are done in a way to position the product and create an image of the

product in your mind. You would have also seen that in the digital space you

have the four Ps operationalized very effectively. The product; it could be a

traditional product, it could be a product that is completely digital. It could

be a product like a mobile phone, it could be something that is similar to a

YouTube channel that gives you a lot of really rich content. So the product

holds in the digital space. Price; you have traditional channels where you

are paying a certain price, you have subscription based models or a

premium model or other business models that are operational in the digital

space.

The place that you get the product from in the traditional space was

predominantly retail or direct selling where you went to the store and Page 217 of 293.

bought products for you. You went to the hospital to get a service or you

went to a bank to get certain financial services or you had direct selling

where people came to your house and sold the product to you. With the

emergence of the digital space today, you have a new business model that

operates. Say for example, you have e-commerce sites where you can buy

the product. The product comes to your house. It is shipped to your house.

You have other services and other offerings that are also delivered to you

from the digital space.

You have the last P, which is promotion, which has significantly changed,

which will be a major impact or a major area that we'll discuss. Say for

example, how has promotion changed? Traditional advertising is not as

relevant as it was earlier. You have digital and social media that is picking

up, so all the different elements of the definition of marketing, the concept

of value, segmentation, targeting, positioning, and the marketing mix

elements, all of them are still relevant in the digital space. And in the course

of the remaining sessions in this program, we will be discussing about each

of them in detail. So a basic understanding of what marketing is, what value

is, what segmentation, targeting and positioning is, and what the marketing

mix elements are, is what the first session is offering to you. So we'll come

back in the next session and discuss in detail about consumer behavior and

what relevant theories are important for us to understand in how

consumers behave in the digital space.

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1.8 GLOSSARY

1. Marketing: It is the activities, set of institutions and processes that are

involved in the creation, communication, delivery and exchange of

offerings which have value for customers, clients, partners, and the

society at large.

2. Value: While buying a product or a service, if you take the difference

between all the benefits that you get and all the costs you had to incur

in order to get these benefits, you get what is essentially called as

value.

3. Advertising: Advertising is a marketing communication that employs

an openly sponsored, non-personal message to promote or sell a

product, service or idea.

4. Need: A need is what the customer has as a basic requirement.

5. Want: When the customer can identify an offering that can satisfy

basic need, it becomes a want.

6. Demand: When the want is also accompanied by an ability to pay for

that offering, we call it to be a demand.

7. Heterogeneous market: A large market in which distinctive and

different customer needs can be identified and which can then be

used as a basis for segmentation.

8. Homogeneous market: When we divide a heterogeneous market

down into smaller, homogeneous groups for whom we can create

products and have campaigns that can target them, it becomes a

homogeneous market.

9. Segmentation: The act of dividing the entire market down into

smaller, homogeneous groups is what is essentially called as

segmentation.

10. Targeting: It is the process in which we identify which segments are

going to be the key or the central segment where we are going to

offer our products.

11. Points of parity: Sometimes you have to create certain features in

your products or offerings which are closely associated with other

competitors in that certain category. Such features are called points

of parity.

12. Product: It is basically the offering that you give to the customer. It

can be something that is a pure good. It can be something that is a

pure service. It can be something that is a combination of the two.

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1.9 FAQs 1. What is marketing? Ans. Marketing is the activities, set of institutions and processes that are involved in the creation, communication, delivery and exchange of offerings which have value for customers, clients, partners, and the society at large. 2. How is value created? Ans. In order to create value, you have to create a product. Say for example, we are talking still of the example of the mobile phone. You might have to create a mobile phone that customers can buy. Now, creation of this mobile phone will incur all kinds of technology that goes into the mobile phone, the camera that goes into the mobile phone, the battery specifications that go into the mobile phone, the android versus IOS versus other operating systems that are going to be used by the phone, the kind of services, the kind of warranty, all of these elements that are part of the offering that you're making. You have to create all of these things. You will also have to put a price tag to this mobile phone or you will have to put a price tag to the offering that you're giving to the market. Thereby you are creating this value. 3. What is the difference between needs, wants and demands? Ans. A need is what the customer has as a basic requirement. Say for example, the customer can have both physiological and psychological needs. Hunger for example, is a need, is a very basic need. Without food you cannot survive, so when you feel hungry, we call that to be a very basic need, thirst or any other needs that are basically required for your survival are what we understand as needs. Now many a times the customer knows that needs can be fulfilled by different things. Say for example, you can fulfill the need for hunger by eating dosa, by eating a hamburger, by eating pizza, or by eating something even more expensive. Now, each of these things that the customer knows can satisfy that basic need of hunger is what a want is. So, when the customer can identify an offering that can satisfy basic need, it becomes a want. Not all wants can be satisfied or fulfilled by customers. There might be customers who want a burger, but can only afford a Dosa. There might be customers who want to eat at a five star restaurant but can only eat at a normal roadside vendor. So when the want is also accompanied by an ability to pay for that offering, we call it to be a demand. So, needs are your basic necessities. Wants are the offerings that are available which you can direct or you can understand as being able to fulfill these needs, and demands are when these wants are also accompanied by an ability that the customer has, to pay for them.

4. What is segmentation? Ans. The consumers or the market in general is very large. It is

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heterogeneous. To satisfy the needs of all customers out there, it becomes very difficult for organizations. Think about the case of building a mobile phone that is the best for all customers. It might be a very difficult activity. One, you might not be able to achieve excellence in all different things that you do and even if you are able to achieve excellence in all different things, your product might be extremely expensive, because of which the customer cannot buy it. So it becomes extremely important for you to divide this heterogeneous market down into smaller, homogeneous groups for whom you can create products, for whom you can have campaigns that can target them, for whom you can basically reach out to the customer by having a retail channel or having a delivery channel. So the act of dividing the entire market down into smaller, homogeneous groups is what is essentially called as segmentation.

5. What is geographic segmentation? Ans. A geographic segmentation is where you basically break down the market into different regions on a geographical map. Say for example, we're talking in India, food habits in the northern part of India and the southern part of India are diverse. People like certain foods in the northern part of India, people like certain other foods in the southern part of India. So you can have different offerings for different parts of the country depending on the kind of food habits that they have. Such kind of segmentation is called as geographic segmentation.

6. What is demographic segmentation? Ans. Segmentation can also be done based on how people think, how people believe that the world should be, how people's attitudes are about different things and different objects. So this is known as psychographic segmentation. Say for example, if you are somebody who is an adventure-lover, say for example, if you're somebody who believes in the idea of using green things versus somebody who is only interested in saving a lot of money; these are basic elements of personality of these people. So segmentation of the market can also be done based on the ways in which people behave, the ways in which people have attitude, depending on the different things that they see in the world. So this is basically psychographic segmentation.

7. What is positioning? Ans. Positioning is where you're trying to create a position for yourself and the position that you create is not in the marketplace but in the customer's mind because it is important for us to understand that the customer is a person who thinks, who understands reality, who has a worldview of how his needs are, his requirements are, what are the different products out there? What are the key attributes of each of these products? How is product A different from product B? How is mobile phone A different from mobile B? And for the marketer, it is important

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that we create an image in the customer's mind. That is what we try to do by doing positioning.

8. What is marketing mix? Ans. The marketing mix is the mixture of four marketing elements or the fourP’s that we try to strategize and change in the marketplace. These include the product, the price, the place, and the promotion.

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Identify the best answer from the options given to the question, or complete the blank space. 1 Marketing is the activities, set of institutions and processes that are

involved in the , communication, and exchange of offerings which have value for customers, clients, partners, and the society at large a. Creation, Delivery b. Making, Pricing c. Selling, Advertising d. Using, Servicing

Ans: a

2 ________ is basically the net sum of all benefits and costs that a customer has to incur in order to have an offering. a. Product b. Value c. Offering d. Market

Ans: b

3 The process of dividing heterogeneous markets to smaller homogenous groups is called . a. Marketing Research b. Targeting c. Positioning d. Segmentation

Ans: d 4 Which among the following was not discussed as an element of the

marketing mix? a. Price b. Place c. Positioning d. Product

Ans: c 5 Marketers do segmentation based on demographic profiles of

customers. Which among the following are not attributes used for demographic segmentation? a. Place of residence b. Income c. Age d. Gender

Ans: a

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M.B.A. (ODL), 2 Year Degree Program


(Sample Copy)

Subject

Retail Marketing

Unit- I

Introduction to Retail Marketing

2020

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UNIT- I

Introduction to Retail Marketing

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Content


1.2 Introduction

1.3 Understanding retail marketing

1.4 Importance of retail marketing

1.5 Retailer

1.6 Different important aspects of retailing

1.7 Online retail versus offline retail

1.8 Glossary

1.9 FAQs


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After going through this Module the student will be able to: -

• Understand the impact of retail space and retail marketing in

reaching out to customers.

• Explore the opportunities for marketers.

• Recognize the use of digital media for the creation of products and

services.

• Differentiate factors that influence the consumer.

• Distinguish the different elements that make the consumer for

retailers

1.2 Introduction

In this session we are going to start off with introducing what retail is and

why retail management is essential.

You would have gone to retail stores very often and you would have seen

that the retail stores offer a lot of services. They offer the availability of

products and a lot of other things that you can consume and have

ownership at that very instance. Now consider for example, if I am a FMCG

manufacturer who is involved in the manufacturing of let's say for

example, soaps. And if I am in the business of manufacturing soaps, I

require having a presence in the market to ensure that I can reach to as

many consumers as possible and make sure that my soap is available to

these consumers when they're trying to buy these products. But unless I

have a third party or a third person or an organization that helps me in

achieving this objective of reaching to the masses, it might be physically

impossible or it might be infeasible for me to actually have the presence

in the market as I would desire. Say for example, if you're considering a

nation like India and if I as a soap manufacturer, let's assume that I have

my plants in Delhi and Mumbai. If I have to make sure that the soap is

available to all different States and to all different consumers in all of these

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states, it might be infeasible for me to do it on my own. So that is why I try

to establish different channels. And at the end of this channel where the

consumer comes and purchases these products and services is what is

essentially what we call as retailing.

1.3 Understanding retail marketing

So we will discuss retailing in detail during the entire duration of this

course. But to define retailing, retailing is a set of activities that add value

to the products and services sold to consumers for their personal or family

use. Retailing encompasses the business activities involved in selling goods

and services for the consumption of an individual personally, for their

family or for the household use. So we are not essentially going to talk a

lot about B2B related activities because there is a different channel by

which B2B products and services are sold to consumers. But in the case of

retailing, we'll specifically talk about products and services that are sold

for the personal use, for family use or for household activities. It includes

every different kind of products that you would see. Most frequently we'll

be discussing about groceries, FMCG, etc, but even restaurants, movies,

automotives, banking and a lot of these activities are part of retailing.

Now, where is retailing coming into the picture or where is retailing in the

entire aspects of marketing that we discussed in the previous class. We

had discussed that marketing is a set of activities, institutions and

processes which are involved in the creation, communication, delivery and

exchange of offerings which have value for customers, clients,

stakeholders, and the society at large. Now remember we had discussed

what each of these elements mean, what creation of value is, what

communication of value is, what delivery of value is, and what exchange

of value is.

Retailing is the activity that is predominantly involved in the delivery of

value for customers. This is where a valuable product or a valuable service

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that a manufacturer has made, say for example, in the case of soaps that

I just mentioned to you, the soap that I have created has certain value that

it provides to customers because it has certain benefits with respect to

how it can be used for hygienic purposes, how it can give you a healthy

lifestyle, etc. So there are some benefits that are there in the soap. There's

a cost attached to the soap. So how this value is created is part of the

creation of value concept. How this value is communicated through

advertising, sales promotion, other channels is what communication of

value is. How is this value or in other terms, the soap actually given to the

customer and made available to the customer is what we discuss in the

delivery part of value and exchange was exchange of a lot of other things.

So, delivery of value is where we talk about the retailing aspects of things

and in another format, you would have seen that we discussed about the

four P's of marketing, which include the product, the price, the place and

the promotion. The product is the actual tangible, intangible elements of

the offering that is given to you. The price is how much you have to

sacrifice in order to receive the product or receive that value in the

product. The place is where we talk about the exchange happening or that

is a marketplace from where the customer can procure or have ownership

or have that product or services consumed, is where we talk about

retailing. And of course promotion is all the other communication

techniques that we'll discuss in other courses. Not particularly in this

course. We'll talk about organizations that are involved in the activity

called retailing.

1.4 Importance of retail marketing

Now, why is it that the retailers are so important and why is that retailing

is such a critical part. Think about the example that I just gave you. In case

we are considering that I am a manufacturer of soap. In order for me to

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reach to the entire length and breadth of this country and to make sure

that the product is available to every different customer who's looking for

the product. It might be a rural customer who wants to get the product

from a Kirana store nearby to his house or it could be an urban customer

who wants to go to one of the organized retail channels and buy the soap.

There needs to be a channel mechanism that is put in place. By a channel,

I mean a set of intermediaries who work together so that goods can be

taken from the manufacturer all the way to the consumer. So, like you can

see in the picture here, you might find that the products are manufactured

at the manufacturer level and once products are manufactured at the

manufacturer level, it is not possible for the manufacturer, most of the

times FMCG companies, etc to directly take it to all the different

consumers who might be in crores. So hence there need to be a set of

intermediaries who come into the picture. You might have wholesalers,

you might have distributors, you might have cash and carry operators, you

might have a lot of these different intermediaries, all of whom I'm calling

as channel. I'll discuss about different channels in one of the subsequent

sessions. But there is going to be a channel and towards the end of this

channel, the last mile of this distribution is taken care of by the retailer.

1.5 Retailer

The retailer is the store or the organized mall that you go to and buy this

product and it is from the retailer that the consumer gets this product or

purchases this product. So retailing is an essential activity because

retailing is what ensures that manufacturers have the reach in the market.

Manufacturers are able to share the roles and responsibilities with other

members in the channel. Say for example, manufacturer can focus on

production and focus on creating more valuable goods and services for the

consumers while all the other activities including distribution and

including warehousing and including ensuring that the product is available

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in really nice stores, in the shelves of really nice stores is all taken care of

by other people who have expertise in such activities and not necessarily

something that the manufacturer has to think about. So reach in the

market, sharing roles and responsibilities and also sometimes by having

an extremely good channel mechanism and having a really good retail

partner ensures that manufacturers can now let go of a little bit of risk

involved in ensuring that the products are available to consumers.

Otherwise they would have to invest heavily in ensuring that they have

the kind of retail presence, they have the kind of staff that is required to

run all these retail

stores, they have to have the entire logistics system in place, etc. So

retailing in itself is a very critical activity when it comes to marketing. And

that is why this course will introduce to you all different aspects of

retailing.

1.6 Different important aspects of retailing

In this session, we'll talk about why retailing is important, what are the

different aspects of retailing which are worth consideration etc. In the

subsequent sessions, we are going to discuss about the retail situation in

India, retail consumer behavior in specific, we will go into different aspects

that are important when it comes to creating a retail strategy per se, and

we'll see what kind of case studies are available, which can give you some

insights on how to manage a retail store. So at the end of it, you will not

just get the idea of how a retail store is managed, but you'll get the idea

of what happens in the backend with respect to planning, with respect to

merchandising, with respect to visual merchandising, with respect to

managing people in the store, etc. So a lot of these things will be covered

in the duration of this course.

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Having discussed what retailing is, now we'll try to identify why studying

retailing is so critical when you're a marketing student. And why retailing

has such great importance in the times that we live today. One of the

major reasons why retailing is to be studied and studied well is because of

the changing demographics. In a country like India, you would have seen

that today consumers have a lot of purchasing power. Consumers are

looking to consume more and more of products, which they were not

doing in the earlier years. Consumers have higher income levels today.

Consumers are much more employable. Consumers are getting influenced

by a lot of international products. And a lot of globalization is coming in.

Because of all of these changing demographics, consumers are demanding

more from the manufacturer and consumers are expecting that they need

to get all of these products at the end of their fingertips. So that is one

reason why we need to have a very critical understanding as to what

retailing is and how you can effectively function in the world of retail.

The second most important thing is that many a times we would find that

retailing is a business which is considered to be easy to enter into. Many

times you would find that many of the business operations start off at the

retailing level rather than starting off at the manufacturing level because

it seems like it is something that is easy to enter, but unless you are

capable of understanding how the retail operations are to be taken care

of, this ease of entry might actually become a disadvantage for you rather

than an advantage.

The entire retail space in India is extremely fragmented. Yet you might find

that many of these retailers who are available in India are in very small

scale operations. You have organized retail that is coming in with large

chain stores that are trying to dominate the entire market, but almost 85%

plus of the entire retail stores in India are still the small independently

owned retail stores. And the entire decision making involved in the retail

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store is extremely complex. The complex decision making in itself makes

it an important area where scientific decision-making methods have to be

brought in. Say for example, you are in a fairly big retail store. Say for

example, one of the Reliance Fresh or one of the big bazaars, etc. There

might be somewhere between 10,000 to 20,000 different SKUs that are

available in the store at any given point of time. Now, SKU is a stock

keeping unit. This is the smallest unit at which you can identify a product

or service. If you're taking, for example, one brand of biscuit and one size

of packaging that will be in itself classified as an SKU. So if you have 10,000

to 20,000 different units of SKUs that are available, think about the

complexity in ensuring that all of these products are available in the store,

all of these products are arranged properly in the shelves and all of these

products are replenished

whenever consumers are consuming it and the products get out of stock.

So, these complex decisions make it very important that retailing has to

be studied in great detail.

The next thing is many times when it comes to groceries or FMCG retail,

the per-unit margin that the retailer gets is often not very substantial. So

because of this low per unit margin in case you have to have profitable

business, you have to have scientific methods that are employed to make

sure that you can have large volumes of products which are highly in

demand are sold. And because of such high volumes that you are able to

convert, you might have substantially good revenues that are coming to

you. So hence because of the low per unit margin, it becomes extremely

critical that we understand what we are doing.

The customer's preferences are changing. You understand how internet

retail and how organized retail is coming to dominate the entire market.

Even in internet retail and organized retail, you'll find that there is more

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and more fragmentation that is happening rather than just having one big

department store that is catering to a large number of different product

categories. You have niches that are coming in, you have very specialized

retailers that are now operating wherein your target audiences is reducing

in numbers. But the value that you offer to the customer is increasing. So

there is always going to be a tradeoff between how many customers

you're serving and how much value you are serving for each of these

customers. So hence, again, for that requirement, it's important that you

study retailing in detail.

The next element is of course of technology. With the emergence of

internet, with the emergence of computational technology, how mobile

phones are being used in the retail space, how artificial intelligence, virtual

reality and a lot of such technology is being used in the retail space. The

entire retail landscape is changing. You would have heard about terms like

omni- channels, etc, which are now the buzzwords in most of the retail

operations around the world because of the fact that technology is an

enabler that helps you do all of these things.

The next element is because many parts of the country still have very

limited access when it comes to retailers. Say for example, when you go

outside the metros, tier one, tier two cities, and when you go to the rural

parts of the country, which is a large segment of our population, retailers

still are not present in huge numbers and it is not always possible for

manufacturers to get to retailers and provide the kind of products and

services that they expect to sell to these people. So again, inadequate

access is another reason why retailing and studying retailing is

exceptionally important. And more products in the market and high

competition from a lot of different retailers, is again a reason. So because

of all of these reasons and because of the entire context changing very

rapidly, it is important that we understand retail and understand the

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theories and techniques behind retailing so that we can manage our retail

stores and we can design our retail experience much more efficiently.

Now, we had discussed what retailing is, we discussed why studying

retailing is important. We will briefly cover a lot of these things which I'll

come to in detail in subsequent courses.

Now since we are in India, we also need to have an understanding of how

retail operations exist and how retail operations are present in India. If you

look into all types of retailing in India, you will find that retailing in India

can be classified into different types of formats. One of the most

frequently found formats would be the Kirana store format or in the South

India you would generally call them as Mulligan Curry format. So these are

the types of stores which are small stores which don’t carry a lot of

different product variety and assortment but are available at a convenient

location when it comes to the customer and such stores are often

associated with a very strong relationship when it comes to consumers

and the storekeeper and many times the storekeeper or one or two

people who are working for the store keeper are the people who are

managing the entire operations of the store.

Again, the store has its own advantages but then there is an organized

retail format that is also picking up very rapidly in India. If you look into

the percentage of consumers who go to organized retail as compared to

Kirana stores, you might find that 80 to 85% of the market is still

dominated by small mom and pop shops, which are also known as Kirana

stores. Again, this is when it comes to the general merchandise and the

fast moving consumer goods category. When it comes to other products,

you'll find that there is a huge boom when it comes to luxury retail in India.

You would find that a lot of global luxury brands are coming into India now.

To take a few examples, even you might have experienced recently that

the world famous apparel brands like H&M, Zara, Forever 21 etc, have had

their presence in India for some time now. And a lot of customers,

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especially customers in the urban sector are moving towards this kind of

a very specialized luxury kind of a format and finding a lot of value there.

Although the traditional apparel sector and the traditional clothing

markets which are also present in most cities are also growing because of

the number of consumers who are trying to consume more with the

amount of savings and the amount of incomes that they're having. So in

all of these sectors you will find that the retail landscape in India is

completely changing and the retail landscape is changing in such a way

that the retail is projected to grow at an exponentially high level.

1.7 Online retail versus offline retail

When it comes to online retail versus offline retail, you'll also find that

there's a huge change that is happening. Online retail, until a few years

ago, was not so great or not so big in India because there were a lot of

problems that consumers had. There was a lot of resistance to accepting

the online channel. People had a lot of credibility issues with the kind of

products that were sold in India or sold on the online channel in India.

People had a lot of problem with using a non-cash based payment

methods on the online platform. People had a lot of problem with not

having the right kind of haptic response that they expected from the

product. Say, for example, when you're buying textile from an online

store, you are not able to touch and feel the cloth and understand the

quality of the cloth, which is one important element when you are going

to a textile shop or an apparel store and buying clothes. So hence, such

kinds of limitations used to exist in the online space. But today you might

have seen that the penetration of online retail is subsequently or

substantially increasing when it comes to the Indian consumers.

There have been a lot of mechanisms, a lot of methods that have been put

in place by a lot of online retailers to eliminate the challenges that they

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had earlier. Say for example, people who were not able to use credit card

or debit card facilities earlier have now the option of using cash on delivery

or paying cash on delivery format. People who are not able to analyze

whether the product that is being sold on an online channel is going to be

an original product or a counterfeit product, today they have the

opportunity to have credible reviews that are available on online

platforms where they can read the review and understand whether the

product is an original product or a counterfeit product according to the

previous consumer experiences. For people who had problems with

having long delivery times that are required for a lot of products to be

delivered to your household, today you are finding that more and more

companies are providing you same day delivery, one day delivery, two day

delivery, etc., making sure that the product is

available to you without a large amount of time being wasted in

shipments, etc. And with respect to haptic response, now a lot of

companies or a lot of e-commerce platforms are trying to bring in a lot of

videos. A lot of reviews are brought in. Say for example, when you go to

Amazon or when you go to Flipkart, you have the ability of reading through

the experience of a lot of other consumers and thereby understanding

what the product is like and how the product would perform, thereby

reducing a little bit of the uncertainty that you would have when you're

thinking about the product’s haptic responses. So because of all of these

things, gradually the Indian consumer is moving away from, I wouldn't say

completely away from the online format, but consumers are moving

gradually towards the online format because online format gives the

consumer a lot of advantages as compared to the traditional retail store.

You have the ability to shop anytime of the day. You don't have to be

available in the store at the time that the store is operating. So you can

shop 24x7. You have the ability of saving something in the cart and then

making a decision later on. So you can keep pondering on the decision and

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then identify whether or not to buy the product later on. You have

information available on the website very easily, which can be compared

with other products, so rather than just going to the store and not being

able to identify which of the products you want, today you are able to

compare products on the online platform and see which product is better

as compared to the other product. And also you have the ability or you are

given the opportunity to have a reduced price because of the fact that

online channels are not necessarily warehousing a lot of products or are

not necessarily paying a lot of rent when it comes to retail space. So

because of all of these things, the Indian retail landscape is in a very

dynamic place right now.

You are seeing that new and new formats are coming in. You're seeing that

the online versus offline struggle or the tussle is now very dynamic and a

lot of online companies are trying to grab a share of the offline market. A

lot of offline companies are defending with strategies wherein they're

trying to match the price of products in the offline and the online space. A

lot of companies are now getting into the omni-channel space wherein

they're trying to nullify the effect of online channels. You'd also find that

a lot of Kirana stores which initially had been threatened by the organized

retail are still dominantly present in the neighborhoods where they had

been because of the loyalty and because of the kind of patronage that they

get from a lot of consumers who live in the neighborhood.

Of course the kind of products that Kirana stores used to sell 10 years ago

versus the kind of products that they sell today have undergone some

amount of transformation, but still they are in business and many of them

are doing quite well and many of them are now growing to get out of that

traditional Kirana store business and getting into a small department store

kind of business. So, all of these are things that are happening in the Indian

retail space.

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When you go out next time into the retail environment, try to connect

with what I'm talking about and try to experience how the retail landscape

in India is evolving. So, new trends are emerging in the retail scene in India,

like I mentioned to you about the rise of internet as a very dominant

channel by which many companies and many retailers are now reaching

out to the consumers. Traditionally you would have seen that when the

internet retail channels started off, they started off with a lot of products

like movies and books, etc, which were easily identifiable by consumers

and then can be shipped to consumers without having a lot of problem in

the logistic operations of it. But as companies have moved on, they have

now gotten to a lot of different product categories that are fulfilled by the

online channel or by the internet channel. Today, you'll find that almost

all different product categories are available in the internet

channel or the online channel. It includes everything right from the FMCG

categories to everything about durables to mobile phones, to washing

machines to internets. And today you can even order or book your car

from the internet channel as well. Also you would find that traditionally,

there was only a series of packaged goods that were available in the online

channel. But today you will also find that a lot of companies that are now

trying to create a niche with respect to green produce and how green

produces are transferred to the online channel. Companies like Grofers,

companies like Big Basket, etc, who are dominating the space, are able to

provide customers with a lot of opportunities when it comes to buying

fruits and vegetables and dairy products, etc, from the online channel. So,

online retail is one of the biggest advancements that have happened in

the retail space in India in the current decade. And this would be one of

the most important aspects in the future as well.

Another thing that is happening is with the emergence of internet and

with the availability of applications on the app stores and on the iOS

platform, you have a lot of banks and a lot of service providers today who

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are getting into the internet retail application. So no longer do you have

the requirement of going to the bank to do your basic banking activities,

but a lot of retail banking activities have now moved away from the

physical branch into an online platform. Generally, it is on a website or it

is on a mobile application, which again is a reason why a lot of banks are

able to service many more customers as compared to a few years earlier.

There is always a conflict or a tussle between the online and the offline

channels. Say for example, you might find that a mobile phone, which is

available in the online channel for 10,000 rupees is available in the

traditional channel at say 12,000 or 12,500 rupees. Now this creates a

conflict between these two channels. The conflict here is that many times

consumers would want to buy the product only from the internet channel

and not from the physical channel, but because the product is available in

the physical channel, I might find the product nearby to my house. I'll go

to the store and I'll use the product and I'll try to see the features. I'll try

to touch and feel the product. I'll see whether the weight of the product

is as I expected, etc, and hence I might consume a lot of time of the store

and the store manager or the salesperson in the store, but I'll not buy the

product from the store. I'll rather go to the internet platform or the online

platform and buy it from there because I get a discount or I get a cheaper

rate for this product in the online channel. Now this specific phenomenon

is known as show-rooming and similarly there is a phenomenon called

web-rooming which is when you go online and try to look at the product

and the online channel but not buy it there and buy it in the physical

channel.

Now, both of these are problems that many of the retailers and many of

the manufacturers were facing because now you have one channel or one

format which is gaining at the expense of the other four formats. If for

example, your traditional retailers channel is giving all the information and

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giving all the pre-purchase information to the customer while the

customer never buys it from that store but always goes to the online

channel to buy it from there because of the price advantage. When such

situations happen there is going to be a lot of conflict, a lot of inefficiency

and a lot of damage that it can do to both of these channels, which is not

something that many of the manufacturers and many of the retailers

want. So that is why there is this growing phenomenon of Omni-channel

retailing that is getting predominance.

In Omni channel retailing, you're trying to seamlessly integrate both of

these channels so that now consumers can go to either of these channels

or can use both of these channels simultaneously, but the manufacturer

and the retailer are not losing much by having such things. We'll come into

details of Omni channel retailing in one of the subsequent sessions.

There is a lot of technology that is again, coming in apart from the internet

alone. The internet of things is making the retail environment

exceptionally great. You have a lot of artificial intelligence that is coming

in today. You have a virtual reality that is coming in today. Say for example,

if you want to buy a spectacle online, you might find that there are ways

by which you can upload a picture of yours and see how that product is

going to look on your face.

You can try on different clothes without actually going into the trial room

in a retail space because now you have virtual reality wherein you can

change clothes on a screen or in front of you in the store. So, all of these

technologies are coming in and making the store experience much better

for the customer. You also have a lot of these technologies that are coming

in the backend of the store operations. Say for example, today, most of

the products you find will have RFID tags. Now by having RFID tags, one, it

is better for inventory management and for merchandise management.

Two, it is very easy for retail stores to ensure that shoplifting and such

kinds of problems are eliminated. So such kind of technology is also

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coming into the retail scene, making it much more interesting. So these

are a few of the introductory aspects that I wanted to bring to you in this

session. In the subsequent sessions, we are going to discuss each of these

things and much more in quite a lot of details so that you can get a

complete and holistic idea of what retail has to offer and what you should

do when you are in a retail role.

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1.8 GLOSSARY

1. Retailer: The store or the organized mall that you go to and buy a

product from.

2. SKU (Stock Keeping Unit): The smallest unit at which you can identify a

product or service.

3. Artificial intelligence: The theory and development of computer

systems able to perform tasks normally requiring human intelligence,

such as visual perception, speech recognition, decision-making, and

translation between languages.

4. Virtual reality: An artificial environment that is created with software

and presented to the user in such a way that the user suspends belief

and accepts it as a real environment. On a computer, virtual reality is

primarily experienced through two of the five senses: sight and sound.

5. Haptic response: The use of touch to communicate with users.

6. FMCG: Fast Moving Consumer goods refer to items that are

purchased and consumed frequently by consumers. These are non

durable items, which have relatively low prices.

7. RFID tags: A type of tracking system that uses smart barcodes in order

to identify items. RFID is short for “radio frequency identification,”

and as such, RFID tags utilize radio frequency technology. These radio

waves transmit data from the tag to a reader, which then transmits

the information to an RFID computer program. RFID tags are

frequently used for merchandise, but they can also be used to track

vehicles, pets, and even patients with Alzheimer’s disease. An RFID

tag may also be called an RFID chip.

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1.9 FAQs

1. What is retailing?

Ans. Retailing is a set of activities that add value to the products and

services sold to consumers for their personal or family use. Retailing

encompasses the business activities involved in selling goods and services

for the consumption of an individual personally, for their family or for the

household use.

2. What is marketing?

Ans. Marketing is a set of activities, institutions and processes which are

involved in the creation, communication, delivery and exchange of

offerings which have value for customers, clients, stakeholders, and the

society at large.

3. What are the four P's of marketing?

Ans. The four P's of marketing, include the product, the price, the place

and the promotion. The product is the actual tangible, intangible

elements of the offering that is given to you. The price is how much you

have to sacrifice in order to receive the product or receive that value in

the product. The place is where we talk about the exchange happening or

that is a marketplace from where the customer can procure or have

ownership or have that product or services consumed. And promotion is

all the other communication techniques through which the consumer

gets to know about the product.

4. Why are consumers moving gradually towards the online format of

retailing?

Ans. Consumers are moving gradually towards the online format because

online format gives the consumer a lot of advantages as compared to the

traditional retail store. You have the ability to shop anytime of the day.

You don't have to be available in the store at the time that the store is

operating. So you can shop 24x7. You have the ability of saving something

in the cart and then making a decision later on. So you can keep

pondering on the decision and then identify whether or not to buy the

product later on. You have information available on the website very

easily, which can be compared with other products, so rather than just

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going to the store and not being able to identify which of the products

you want, today you are able to compare products on the online platform

and see which product is better as compared to the other product. And

also you have the ability or you are given the opportunity to have a

reduced price because of the fact that online channels are not necessarily

warehousing a lot of products or are not necessarily paying a lot of rent

when it comes to retail space.

5. How is online retail one of the biggest advancements that have

happened in the retail space in India in the current decade?

Ans. Traditionally, you would have seen that when the internet retail

channels started off, they started off with a lot of products like movies and

books, etc, which were easily identifiable by consumers and then can be

shipped to consumers without having a lot of problem in the logistic

operations of it. But as companies have moved on, they have now gotten

to a lot of different product categories that are fulfilled by the online

channel or by the internet channel. Today, you'll find that almost all

different product categories are available in the internet channel or the

online channel. It includes everything right from the FMCG categories to

everything about durables to mobile phones, to washing machines to

internets. And today you can even order or book your car from the

internet channel as well. Also you would find that traditionally, there was

only a series of packaged goods that were available in the online channel.

But today you will also find that a lot of companies that are now trying to

create a niche with respect to green produce and how green produces are

transferred to the online channel. Companies like Grofers, companies like

Big Basket, etc, who are dominating the space, are able to provide

customers with a lot of opportunities when it comes to buying fruits and

vegetables and dairy products, etc, from the online channel. So, online

retail is one of the biggest advancements that have happened in the retail

space in India in the current decade.

6. What is web-rooming?

Ans. Web-rooming refers to a shopping process that starts with online

browsing and then leads to buying in-store. This type of shopping allows

customers to touch, feel and test products before purchasing.

Page 246 of 293.

Web-rooming works best with products such as appliances (58% of

purchases in this category), electronics (54%) and apparel (49%). Generally,

there are no shipping costs associated with these purchases and consumers

receive their product immediately.

7. What is show-rooming?

Ans. Show-rooming refers to a shopping process that begins with in-store

browsing and then leads to an online purchase. This type of shopping allows

for customers to find cheaper prices and better deals with exclusive-to-

online promotions.

Show-rooming works best with products such as entertainment (55% of

purchases in this category), electronics (52%) and toys/games (50%).

Consumers who opt for show-rooming enjoy the convenience of receiving

their purchases at home, and generally are able to choose from a wider

selection with greater availability when shopping online.

8. What is Omni-channel retailing?

Ans. Omni-channel marketing creates a seamless customer experience

across all channels. This marketing strategy takes digital interactions, such

as social media and e-commerce purchases, and integrates them with

interpersonal interactions. These in-person interactions include in- store

staff for B2C brands as well as sales and customer success managers for

B2B brands. Omni-channel marketing requires all departments to work

together.

9. What is the importance of RFID tags?

Ans. By having RFID tags, one, it is better for inventory management and

for merchandise management. Two, it is very easy for retail stores to

ensure that shoplifting and such kinds of problems are eliminated.

Page 247 of 293.


1) When the marketer focuses on making whatever products are easy to produce and then trying to sell them, that marketer has a; a) Production orientation b) Product orientation c) Marketing orientation d) Selling orientation

Ans: A 2) When customer expectations regarding product quality, service

quality and value based price are met or exceeded then it leads to- a) Customer satisfaction b) Planning excellence c) Customer value d) Customer dissatisfaction

Ans: A 3) The aim of marketing concept is-

a) To earn profit b) To increase sales c) Customer satisfaction d) NONE OF THE ABOVE

Ans: C 4) Pricing technique which considers pricing for customers living in

different locations around world is classified as- a) Cyclical pricing b) Demographical pricing c) Geographical pricing d) Cost pricing

Ans: C 5) Broad pricing strategies for new products are-

a) Market skimming prices b) Market penetration pricing c) Product line pricing d) Both a and b

Ans: D

Page 248 of 293.






Page 249 of 293.


M.B.A. (EM) (ODL), 2 Year Degree Program


(Sample Copy)

Subject

Wind Energy

Unit- I

Introduction of Wind Energy

2020

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Unit- I

Introduction of Wind Energy

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Content


1.2 Wind Recourses

1.3 Wind Potential

1.4 State wise Wind Power Potential in India

1.5 Nature of Wind:

1.6 Turbulence Wind:

1.7 Extreme Wind Speed:

1.8 Wind-speed Prediction and Forecasting

1.9 Techniques for wind resource assessment:

1.10 The Daily Wind Cycle

1.11 Wind Speed Prediction:

1.12 Topographic Effect on Wind:

a. Roughness:

b. Orography:

c. Obstacles:

d. Height:

1.13 Wind Resource Assessment:

1.14 How wind speeds vary with height?

1.15 Wind Energy Scenario in India & World

1.16 Basic principle of wind energy Conservation

1.17 Characteristics of wind Power

1.18 Site Selection for Wind Power

1.19 Advantages and Disadvantages of Wind Energy


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• The unit is aimed at helping you to know Scenario of Wind energy

in globally as well in India.

• After going through this unit you should be able to: analyze the

Potential of Wind Energy in Indian state and its contribution

towards the power requirement of the country.

• Unit also help to know the limitation of the technology and able to

take proper decision that at what conditions wind energy should

be installed for power generation.

1.2 Wind Recourses

Air in motion is called wind. It is generated due to contrast in temperature

cause pressure difference. Energy drive from wind velocity is wind energy.

It can be used as a potential source of energy, which could be obtained

with the help of wind mill.

One of the basic principles of wind is that the air in the atmosphere flows

from high - pressure zone to low- pressure zone or from low- temperature

zone to high- temperature zone. Such a circulation of wind is called the

wind system. Surface winds are a result of uneven heating of the earth’s

surface by solar radiation. The solar radiation absorbed by the earth’s

surface varies with latitude – it is maximum at the equator and minimum

at the poles. This creates pressure gradient in the atmosphere and

resulting pressure gradient force cause air movement from high - pressure

zone to low- pressure zone. Earth’s rotation, its surface characteristics,

seasons, continents, ocean and mountains also effect fairly on surface

wind.

1.3 Wind Potential

In order for a wind energy system to be feasible there must be an adequate

wind supply. A wind energy system usually requires an average annual

wind speed of at least 15 km/h (4.17m/sec). Table 1 represents a guideline

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of different wind speeds and their potential in producing electricity.

However due to continuous progress in technology, a small capacity wind

energy system could be operated even the wind speed is 2.5 m/sec.

Table1: Suitable wind velocity for Wind Power Generation

Sr. No. Average wind Speed, km/h Suitability

1 Up to 15 (4.17m/sec). No good

2 Up to 18 Poor

3 Up to 22 Moderate

4 Up to 25 Good

5 Up to 29 Excellent

Wind is simply air in motion. It is caused by the uneven heating of the Earth's surface by the sun (Fig.1). Because the Earth's surface is made of very different types of land and water, it absorbs the sun's heat at different rates. One example of this uneven heating can be found in the daily wind cycle.

Fig. 1: Generation of wind

1.4 State wise Wind Power Potential in India

Potential of Wind energy varied from state to state. Apart from it also varied from height of installation of wind mill (Table 2).

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Table 1A: Wind energy Potential at 50 & 80m height of wind mill installation

Sr. States / UTs Indicative Installable Potential (MW)

@50m @ 80 m @100 m @120 m

1 Andaman & Nicobar 2 365 8 -

2 Andhra Pradesh 5394 14497 44229 74900

3 Arunachal Pradesh* 201 236 -

4 Assam* 53 112 -

5 Bihar - 144 -

6 Chhattisgarh* 23 314 77

7 Daman & Diu - 4 -

8 Gujarat 10609 35071 84431 142560

9 Goa - - 1

10 Haryana - 93 -

11 Himachal Pradesh* 20 64 -

12 Jharkhand - 91 -

13 Jammu & Kashmir * 5311 5685 -

14 Karnataka 8591 13593 55857 124150

15 Kerala 790 837 1700

16 Lakshadweep 16 16 8

17 Madhya Pradesh 920 2931 10484 15400

18 Maharashtra 5439 5961 45394 98210

19 Manipur* 7 56 -

20 Meghalaya * 44 82 -

21 Nagaland * 3 16 -

22 Odisha 910 1384 3093

23 Puducherry - 120 153

24 Rajasthan 5005 5050 18770 127750

25 Sikkim * 98 98 -

26 Tamil Nadu 5374 14152 33800 68750

27 Telangana - - 4244

28 Uttarakhand * 161 534 -

29 Uttar Pradesh * 137 1260 -

30 West Bengal* 22 22 2

Total 49,130 1,02,788 3,02,251 695500#

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Although up to 120 m height, Indian has potential to install about

695500MW Power plant based on wind energy, however limitation of

technology, installation cost, and due to Government policy so for (as on

31.12.2019) India has able to installed only 37505.175MW Wind Power

plant (Table 3). Due to favorable policy towards Renewable Energy (RE)

taken by Indian Government in terms of soft loan and subsidy, numbers of

private investors are attracted in RE based power plant installation. Fairly

good impact has been observed.

Table 3: State Wise Wind Power installed as on 31.12.2019

There are about 31 different models of wind turbines are being

manufactured by more than 15 different companies in India, through (i)

joint ventures under licensed production (ii) subsidiaries of foreign

companies, and (iii) Indian companies with their own technology. The unit

size of machines has gone up to 3.00 MW. Annual production capacity of

wind turbines in the country is about 8,000 to 10,000 MW.

Page 256 of 293.

Activity 1

Based on what you have read so far, Discuss Indicative Installable

Potential of all states in India in MW.

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1.5 Nature of Wind:

Wind energy is a plentiful, renewable, alternative energy source to fossil

fuels that does not produce greenhouse gases. Wind energy is the

harnessing of the natural wind flow created by the uneven heating of the

earth's atmosphere by the sun, the earth's rotation, and surface

irregularities in the earth. The uneven heating of the atmosphere causes

atmospheric pressure differences and responsible for wind generation.

When a difference in atmospheric pressure exists, air moves from the

higher to the lower pressure area, resulting in winds of various speeds. On

a rotating planet, air will also be deflected by the Coriolis Effect, except

exactly on the equator. Coriolis Effect is an effect whereby a mass moving

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in a rotating system experiences a force (the Coriolis force) acting

perpendicular to the direction of motion and to the axis of rotation. On the

earth, the effect tends to deflect moving objects to the right in the

northern hemisphere and to the left in the southern and is important in

the formation of cyclonic weather systems.

1.6 Turbulence Wind: It refers to fluctuations in wind speed typically less

than about 10 min. Turbulence is one of the most unpredictable weather

phenomena. It is an irregular motion of the air resulting from eddies and

vertical currents. It may be as insignificant as a few annoying bumps or

severe enough to momentarily throw an airplane out of control or to cause

structural damage. Turbulence is associated with fronts, wind shear,

thunderstorms, etc.

The degree turbulence is determined by the nature of the initiating agency

and by the degree of stability of the air. Depending upon the degree of

stability of the air, it can be classified as light, moderate and severe or

extreme turbulence wind.

Light turbulence momentarily causes slight changes in altitude and/or

attitude or a slight bumpiness. Occupants of the airplane may feel a slight

strain against their seat belts.

Moderate turbulence is similar to light turbulence but somewhat more

intense. There is, however, no loss of control of the airplane. Occupants

will feel a definite strain against their seat belts and unsecured objects will

be dislodged.

Severe turbulence causes large and abrupt changes in altitude and/or

attitude and, usually, large variations in indicated airspeed. The airplane

may momentarily be out of control. Occupants of the airplane will be

forced violently against their seat belts.

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In extreme turbulence, the airplane is tossed violently about and is

impossible to control. It may cause structural damage.

1.7 Extreme Wind Speed: Extreme wind speeds caused by severe weather

conditions such as tornadoes, hurricanes/typhoons, and winter gales, etc.

The extreme wind speeds or gusts can generate excessive loads on

wind turbine components, leading to damage or failure of turbine

components. Though the control system of modern wind turbines is designed

to turn the rotor-blade assembly out-of-wind (feathered position) but at

times due to malfunction or loss of grid connection may damage the turbine

components.

1.8 Wind-speed Prediction and Forecasting

Due to variable nature of the wind resource, the ability to forecast wind

speed is some time necessary. Broadly it could be classified into two

categories.

1) Predicting short-term turbulent variations over a time-scale of seconds

to minutes ahead, this may be useful for assisting with the operational

control of wind turbines or wind farms.

2) Longer-term forecasts over periods of a few hours or days, which may

be useful for planning the deployment of other power stations on the

network. Short-term forecasts necessarily rely on statistical techniques for

extrapolating the recent past, whereas the longer-term forecasts can make

use of meteorological methods. A combination of meteorological and

statistical forecasts can give very useful predictions of wind farm power

output.

1.9 Techniques for wind resource assessment:

There are three basic steps to identify and characterize the wind resource

in a given region. In general, they are prospecting, validation and

optimization. In prospecting, the identification of potential windy sites

within a fairly large region, in the range of several square kilometers areas

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would be considered. Generally this is carried out by meteorologists who

depend on various sources of information such as topographical maps (in

India, Survey of India map), climatologically data from meteorological

stations (e.g. India Meteorological Department), and satellite imageries,

etc. A site visit also will be conducted at this stage and a representative

location for wind measurement would be identified.

Validation process involves a more detailed level of investigation like wind

measurements and data analysis. The most imperative and final step is

micro survey and micro-sitting. The main objective of this step is to

quantify the small scale variability of the wind resource over the region of

interest. In micro survey, a small region in and around a wind monitoring

station (generally 10 km radius) will be taken as a reference station for

horizontal and vertical assessment. Finally, micro-sitting is carried out to

position the wind turbines on a given area of land to maximize the overall

energy output of the wind farm. In complex terrain, micro-sitting may

involve two or more measurements, as a single site wind data cannot give

good results. There are several industry standard Software in the market

for resource modeling over a small region (micro survey) and later for

micro-sitting. Wind Atlas Analysis Application Programme (WAsP), Resoft

Wind Farm, Wind PRO and GH Wind Farmer are some of the models

available in the market. As the mathematical equations used in these

models are linearised, there are some limitations in using these models in

all atmospheric and topographic conditions. Even if these models have

some limitations, they can give good results if ‘handled’ circumspectly.

1.10 The Daily Wind Cycle

During the day, the air above the land heats up more quickly than the air

over water. The warm air over the land expands and rises, and the heavier,

cooler air rushes in to take its place, creating wind. At night, the winds are

reversed because the air cools more rapidly over land than over water. In

the same way, the atmospheric winds that circle the earth are created

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because the land near the Earth's equator is heated more by the sun than

the land near the North and South Poles

Wind speed varies throughout the Country. It also varies from season to

season. In Rajasthan, the wind blows more from April through October

than it does in the winter. This is because of the extreme heating of the

Desert during the summer months. The hot air over the desert rises, and

the cooler, denser air above the Pacific Ocean rushes to take its place. In a

state like Montana, on the other hand, the wind blows more during the

winter.

1.11 Wind Speed Prediction: Wind energy is one of the most economical

methods of electrical power generation. Wind power plants require

continuous and appropriate wind speed for sufficient power generation.

For the reliability and quality of the power system, it is required to develop

highly accurate wind speed prediction methods. For the future’s optimum

grid operations short term wind speed prediction is critical and a

challenging problem. The prediction problem can be considered as in three

categories such as; Immediate Short Term, Short Term and Long Term

based on the time horizon. In order to solve this problem, different

methods have been implemented in the last decades, such as regression

based methods, ANN models, Markov chains, support vector regression,

spatio-temporal models, and recently, applications of hybrid ANNs models

with statistical or other intelligent, approaches have received attentions.

1.12 Topographic Effect on Wind:

Topography Effect can be divided into 3 categories:

• Roughness

• Orography

• Obstacles

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a. Roughness: Collective effect of the terrain surface & its roughness

elements leading to an overall retardation of the wind near the ground it

is referred as roughness of terrain. A rough to smooth change will lead to

the speed up of the wind throughout the profile (Table 4). A high

roughness class of 3 to 4 refers to landscapes with many trees and

buildings, while a sea surface is in roughness class 0. Concrete runways in

airports are in roughness class 0.5. The same applies to the flat, open

landscape to the left which has been grazed by sheep.

b. Orography: It refers to the description of the height variations of the

terrain with reference to a common datum such as the mean sea level.

Table 4: Roughness classes and the associated roughness lengths

SN. Roughness Class (RC)

Roughness Length (Z0),m

Energy Index,%

Landscape

1 0 0.0002 100 Water surface

2 0.5 0.0024 73 Complete open Terrain with a smooth surface, such as concrete runways in airport, mowed grass.

3 1.0 0.03 52 Open agricultural area without fence and hedgerows and very Scattered buildings. Only softly rounded hill.

4 1.5 0.055 45 Agricultural Land with some house and 8 m tall sheltering hedgerows within a distance of about 1250 m.

5 2.0 0.1 39 Agricultural Land with some house and 8 m tall sheltering hedgerows within a distance of about 500 m.

6 2.5 0.2 31 Agricultural Land with many houses, shrubs and plants, or 8 m tall sheltering hedgerows within a distance of about 250 m.

7 3.0 0.4 24 Village, small towns, Agricultural Land with many or tall sheltering hedgerows, forest and very rough an uneven terrain

8 3.5 0.8 18 Larger cities with tall buildings

9 4.0 1.6 13 Very Large cities with tall buildings and sky scrapers.

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c. Obstacles: The proximity of buildings and large belts of trees also

complicates the flow at a turbine (Fig.2). The obstacles block the flow of

air and induce turbulence. Avoiding sitting turbine too close to large

obstacles is best answer. If this is not possible careful monitoring of the

turbulence and the choice of as large a tower as possible are the next best

step.

Fig. 2: Behavior of Wind with respect to medium

Wind speed reduction was observed, if Air flows from porous to

nonporous medium (building) (Fig.2), due to upwind and downwind of

obstruction (Fig.3), due to shelter (Fig.4). About 16-20% generation loss

was noted in case of the obstacles.

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Fig.3: Reduction of air speed due to upwind and downwind of obstruction

Fig.4: Reduction of air speed due to shelter

d. Height: Wind speed also varies with the height. Wind speed at ground

level is zero and increases steadily with height up to the upper

troposphere. The change of wind speed with height is known as wind shear

or profile (Fig.5). Roughness length is really the distance above ground

level where the wind speed theoretically should be zero. Because of low

surface roughness water surface, wind speeds do not increase as much

with height above sea level as they do on land.

A higher slant results in a greater pressure gradient between the warm and

cold air and thus stronger wind. A second reason for the wind speed

increasing with height, especially near the ground, is due to surface

friction. The density of the air is highest at the surface and decreases

with height.

Fig. 5: Effect of height on Wind speed

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Activity 2

Based on what you have read so far, Discuss topographic effect on wind.

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Page 265 of 293.

1.13 Wind Resource Assessment:

There are three basic steps to identify and characterize the wind resource

in a given region. In general, they are prospecting, validation and

optimization. In prospecting, the identification of potential windy sites

within a fairly large region, in the range of several square kilometers areas

would be considered. Generally this is carried out by meteorologists who

depend on various sources of information such as topographical maps (in

India, Survey of India map), climatologically data from meteorological

stations (e.g. India Meteorological Department), and satellite imageries,

etc. A site visit also will be conducted at this stage and a representative

location for wind measurement would be identified.

Validation process involves a more detailed level of investigation like wind

measurements and data analysis. The most imperative and final step is

micro survey and micro-sitting. The main objective of this step is to

quantify the small scale variability of the wind resource over the region of

interest. In micro survey, a small region in and around a wind monitoring

station (generally 10 km radius) will be taken as a reference station for

horizontal and vertical assessment. Finally, micro-sitting is carried out to

position the wind turbines on a given area of land to maximize the overall

energy output of the wind farm. In complex terrain, micro-sitting may

involve two or more measurements, as a single site wind data cannot give

good results. There are several industry standard Software in the market

for resource modeling over a small region (micro survey) and later for

micro-sitting. Wind Atlas Analysis Application Programme (WAsP), Resoft

Wind Farm, Wind PRO and GH Wind Farmer are some of the models

available in the market. As the mathematical equations used in these

models are linearised, there are some limitations in using these models in

all atmospheric and topographic conditions. Even if these models have

some limitations, they can give good results if ‘handled’ circumspectly.

Page 266 of 293.

1.14 How wind speeds vary with height?

Generally speaking the higher up in the atmosphere, from the surface to

the upper troposphere, the greater the wind speed will be. This trend has

a couple of explanations. First, the air higher up in the atmosphere gets

thinner (that is, less dense). Because wind is less dense at higher altitudes,

the same force driving wind will push the air more easily at those higher

altitudes than it would at lower, denser airs. As such, the higher up you go

the higher speed of the wind. Additionally, the closer to the ground you

are the more impediments to wind speed. At ground level, the friction

from trees, buildings, etc. (in addition to the friction of the earth itself) will

slow the wind. But as you get higher up in altitudes, there will be less

stopping the wind before they hit what they end up hitting (mountains,

you, wind turbines, whatever that might be).

Lastly, “convection currents caused by the exchange of warm and cold air

flow upward along the windward sides of mountain slopes, creating strong

eddy currents near the peaks”. The record for directly measured surface

wind speeds actually occurred on Mount Washington in New Hampshire

at 231 miles per hour.

This trend between high altitudes and higher wind speeds is why effective

wind turbines for renewable energy will be built as high as they reasonably

can, with offshore wind turbines having the advantage over onshore wind

energy that they can and are built to greater heights and are able to take

advantage of the greater wind speeds at these greater altitudes.

1.15 Wind Energy Scenario in India & World

India stands 4th in the World in terms of installed wind power capacity of

51360.88MW as on 28th Feb 2017, contributes to around 56.76% of the

grid-connected renewable energy power in the country. The wind energy

market is continuing to grow steadily in India along with the rest of the

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http://www.theweatherprediction.com/habyhints3/749/

http://www.theweatherprediction.com/habyhints3/749/

https://sciencing.com/elevation-affect-weather-4630.html



https://www.nytimes.com/2008/06/10/science/10qna.html

https://www.nytimes.com/2008/06/10/science/10qna.html

world. India is now one of the global manufacturing hubs for wind turbines

with about 23 large wind turbine manufacturers, capacity ranging from

225 kW to 2500 kW and several small wind turbine manufacturers

producing capacity ranging from 300 W to 50 kW. Due to downfall in per

unit installed capacity of wind mill (Fig.6), by June 2020 cumulative

installed capacity reached up to 37829.55MW (Fig.7), although potential

of wind power in India 302251 MW.

Fig.6: Variation in per unit installed capacity of wind energy with respect

to time

Fig. 7: India State wise wind energy installed capacity

Page 268 of 293.

Same way globally Wind power installed capacity reaches to 650.8 GW

(Fig.8)

Fig. 8: Global wind energy installed capacity

Wind power installed capacity also varied from place to place (Fig.9). For

example if Wind power is being installed at offshore, then foundation and

installation cost would be more compared to onshore installation.

However, in general turbine cost (which convert Kinetic energy of wind

into mechanical energy) irrespective of place is playing major roll (Fig.10).

Fig.9: Break down of the installed capital cost for Onshore & Offshore Wind

Mill

Page 269 of 293.

Fig. 10: Break down of the installed capital cost for Wind Mill

1.16 Basic principle of wind energy Conservation

The wind mill works on the principle of converting Kinetic energy of

the wind to mechanical energy. We know that power is equal

to energy per unit time. The energy available is the kinetic energy of

the wind. The kinetic energy of any particle is equal to one half its mass

times the square of its velocity. Wind energy power varied with rotor

diameter of the wind mill and wind Speed (Fig.11). Small deviation in wind

speed, drastically effects on wind power generations.

Fig.11: Power variations correspond to combined effect of rotor dia. and

wind Speed

Page 270 of 293.

1.17 Characteristics of wind Power

Wind has two important characteristics—direction and speed. The

direction of wind can be gauged using an instrument called the wind vane.

It is also called a weather vane. One of the main characteristics of wind is

its high temporal variations. Wind speeds can double or triple within

seconds, meaning power increased 8 or 27 times (Fig.12). Turbulence

intensity increases with obstacles such as buildings, tress or Steep

Mountain tops.

Fig. 12: Relation between wind Speed and Wind power generation

1.18 Site Selection for Wind Power

There are 5 key characteristics of a good wind power site:

• A high average wind speed. Typically the site would be on top of a hill

or in a wide open space with no obstructions nearby.

• Sufficient separation from noise-sensitive neighbors. Modern wind

turbines are remarkably quiet, but even so there are very stringent

maximum noise levels that have to be met to obtain planning consent.

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The minimum separation varies depending on the turbine size, but as

a rough guide the following should ensure no problems:

• Good grid connection. All of the wind turbines that we supply require

a suitable three-phase electrical supply to connect to. As a rough guide

you will need an 11 kV transformer or substation that is roughly double

the rated power output of the wind turbine you are considering, or an

11 kV three-phase power line passing close to the wind turbine site

that can have a new transformer / substation connected to it.

• The larger multi-MW turbines could grid connect to 33 kV power lines,

though generally it is too expensive for sub-1MW wind turbine projects

to connect at such a high voltage.

• Good site access. Wind turbines are large and heavy, so the access

roads and tracks to the site need to be capable of taking oversize loads

with no weak bridges, excessively tight corners or steep gradients.

Obviously as the proposed turbine gets larger, the size of the

constituent parts that has to be delivered get larger and the access

requirements more stringent. The smaller Endurance 55 kW turbine is

delivered on standard articulated lorries, but all of the others come on

special oversize trailers.

• No special environmental or landscape designations. A lot of the older

objections to wind turbines due to bird strikes have now been shown

to be unfounded, but even so it would be good practice to not install a

wind turbine(s) in an area that had special bird designations. Peat bog

is also generally a no-go area for wind turbines. Wind turbines are very

visible within the landscape, so sites with landscape designations such

as National Parks or Areas of Outstanding Natural Beauty (AONB) will

have more difficulty obtaining planning consent, though it is still

possible to get planning consent in AONBs.

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1.19 Advantages and Disadvantages of Wind Energy

Advantages

One of the greatest advantages of Wind Energy is that it is ample.

Secondly, wind energy is renewable. Some other advantages of Wind

Energy are that it is widely distributed, cheap, and also reducing toxic gas

emissions. Wind Energy is also advantageous over traditional methods of

creating energy, in the sense that it is getting cheaper and cheaper to

produce wind energy. Wind Energy may soon be the cheapest way to

produce energy on a large scale.

The cost of producing wind energy has come down by at least eighty

percent since the eighties. Along with economy, Wind Energy is also said

to diminish the greenhouse effect.

Also, wind energy generates no pollution. Wind Energy is also a more

permanent type of energy. The wind will exist till the time the sun exists,

which is roughly another four billion years. Theoretically, if all the wind

power available to humankind is harnessed, there can be ten times of

energy we use, readily available.

One other advantage of wind energy that it is readily available around the

globe, and therefore there would be no need of dependence for energy

for any country. Wind energy may be the answer to the globe's question

of energy in the face of the rising petroleum and gas prices.

Disadvantages

However, there are some disadvantages for wind energy, which may put a

dampener in its popularity. Though the cost of creating wind energy is

going down, even today a large number of turbines have to be built to

generate a proper amount of wind energy. Though wind power is non-

Page 273 of 293.

polluting, the turbines may create a lot of noise, which indirectly

contributes to noise pollution.

Wind can never be predicted. Even the most advanced machinery may

come out a cropper while predicting weather and wind conditions. Since

wind energy will require knowledge of the weather and wind conditions

on long term basis, it may be a bit impractical. Therefore, in areas where a

large amount of wind energy is needed, one cannot depend completely on

wind.

Many potential wind farms, places where wind energy can be produced on

a large scale, are far away from places for which wind energy is best suited.

Therefore, the economical nature of wind energy may take a beating in

terms of costs of new substations and transmission lines.

Wind Energy is non-dispatchable. This may also put a spanner in depending

upon wind power as a primary energy supplier. Wind energy depends upon

the wind in an area and therefore is a variable source of energy. The

amount of wind supplied to a place and the amount of energy produced

from it will depend on various factors like wind speeds and the turbine

characteristics. Some critics also wonder whether wind energy can be used

in areas of high demand.

• The main disadvantage regarding wind power is down to the winds

unreliability factor. In many areas, the winds strength is too low to

support a wind turbine or wind farm, and this is where the use of solar

power or geothermal power could be great alternatives.

• Wind turbines generally produce allot less electricity than the average

fossil fuelled power station, requiring multiple wind turbines to be built

in order to make an impact.

• Wind turbine construction can be very expensive and costly to

surrounding wildlife during the build process.

Page 274 of 293.

• The noise pollution from commercial wind turbines is sometimes

similar to a small jet engine. This is fine if you live miles away, where

you will hardly notice the noise, but what if you live within a few

hundred meters of a turbine? This is a major disadvantage.

• Protests and/or petitions usually confront any proposed wind farm

development. People feel the countryside should be left intact for

everyone to enjoy it's beauty

Activity 3

Based on what you have read so far, Discuss advantages and disadvantages

of wind energy.

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Page 275 of 293.


• Ümmühan Baúaran Filik and Tansu Filik (2017) “Wind Speed

Prediction Using Artificial Neural Networks Based on Multiple Local

Measurements in Eskisehir”, Energy Procedia 107 ( 2017 ) pp:264 –

269.

• Tony Burton, David Sharpe, Nick Jenkins and Ervin Bossanyi (2001)

“Wind Energy Handbook, Published by JOHN WILEY & SONS, LTD

Baffins Lane, Chichester, West Sussex, PO19 1UD, England.

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List of the Modules Developed

for

SWAYAM



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E-CONTENT COURSEWARE PRODUCTION UNDER NME-ICT

COMPLETION CERTIFICATE

1 Name of UG Subject I BA Vocationat Studres _F|NANC|AL _

2. Coufse duration : Ol (Semester)

3. Total number of papers covered : 01 (One)

4 Nurnber of e-content Modules developed : 27

5 Year,ryears of Production : 2013 _ 2016

It is cedified that a total (numbers) _27 e-content modules have been develoDedan uc subject (Name of the subject) B.A. vocationar studies - FTNANCTAL AccouNTrNG tocovef lhe subject as per UGC model course curricula. The modules developed meet all therequirement of cEc e-content temprate At the e-content modures have been thoroughry previewedat the centre by the preview Committee and tt is stated that the analysis of the programme isthoroughry done in terms of formuratron of data, conceptuar crarity, coffecrness or narated content,i accuracy of text content, maps, graphics, slides and ovefall analysis of macro ano mrcro structureof the programme

rt is arso certified that the finar content submitted to cEc is originar content deveroped by the MediaCentre and the content is free from any Intellectuat property Right (lpR) and Copyright lssues. Ani

ons is from oDen license.

Name of the Director : Dr. AKHILESH SINGH

Media Centre : E.M.R.C. Indore (M.p.)

Dated:27.10,20,t6

Name of the Media centre: EDUCATIoNAL MULTIII4EDIA RESEARCH CENTREDEVI AHILYAVISHWAVIDYALAYA, INDORE (M.P.)

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E.CONTENT COURSEWARE PRODUCTION UNDER NME.ICT

COMPLETION CERTIFICATE

i. Name of UG Subject B A Vocational Studies - Computer Hardware &Network Administration

03 (Three Semestef)

03 (Three)

89

2013 - 2016

4.

5.

2.

3

Course duration

Total number of Papers covered

Number of e-content Modules developed

Yearl/ears of Production

It is certified that a total (numbers)_89 e-content modules have been developedin UG subject (Name of the sublect) B.A Vocational Studies - Computer Hardware & NetworkAdministration to covef the subject as per UGC model course curricula The modules developedmeet all the requirement of CEC e-content template. All the e-content modules have been

thoroughly previewed at the centre by the preview Committee and it is stated that the analysis ofthe pfogramme is thoroughiy done in terms of formulation of data, conceptual clarity, correctness ofnarrated conlent, accuracy of text content, maps, graphics, slides and overall analysts of macro and

micro skucture of the programme

It is also ceriified that the final content submitted to CEC is orig,nat content devetoped by the t\,,tedia

Centre and the content is free from any lnteltectual property Right (lpR) and Copyright lssues Any

content taken from Third Party/Creative Commons is from open license

Signature:

Name of the Director : Df. AKHILESH SINGH

Media Centre : E.M.R.C. Indore (M,P.)

Dated:27.10.2016

Name of the Media Centre: EDUcAfIoNAL MULTII\,IEoIA RESEARCH cENTREDEV| AHILYA VtSHWAV|DYALAYA, TNDORE (ir.p.)

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