http://www.graceacademy.in TAMIL NADU OPEN UNIVERSITY SCHOOL OF MANAGEMENT STUDIES BBA – (MARKETING MANAGEMENT) PROGRAMME SYLLABUS Course Code Course Title Credit I YEAR BFTM 11 Tamil 6 BFEG 11 English 6 BBAM 11 Principles of Management 6 BBAM 12 Financial & Management Accounting 8 BBAM 13 Business Communication 6 II YEAR BBAM 21 Elements of Insurance 8 BBAM 22 Managerial Economics 6 BBAM 23 Marketing Management 6 BBAM 24 Personal Selling & Salesmanship 6 BBAM 25 Product Management 6 CCE Environmental Studies 6 III YEAR BBAM 31 Sales & Distribution Management 6 BBAM 32 Advertising & Sales Promotion 6 BBAM 33 Services Marketing 6 BBAM 34 Retail Marketing 8 BBAM 35 Marketing Research 6
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TAMIL NADU OPEN UNIVERSITY
SCHOOL OF MANAGEMENT STUDIES
BBA – (MARKETING MANAGEMENT) PROGRAMME
SYLLABUS
Course Code Course Title Credit
I YEAR
BFTM 11 Tamil 6
BFEG 11 English 6
BBAM 11 Principles of Management 6
BBAM 12 Financial & Management Accounting 8
BBAM 13 Business Communication 6
II YEAR
BBAM 21 Elements of Insurance 8
BBAM 22 Managerial Economics 6
BBAM 23 Marketing Management 6
BBAM 24 Personal Selling & Salesmanship 6
BBAM 25 Product Management 6
CCE Environmental Studies 6
III YEAR
BBAM 31 Sales & Distribution Management 6
BBAM 32 Advertising & Sales Promotion 6
BBAM 33 Services Marketing 6
BBAM 34 Retail Marketing 8
BBAM 35 Marketing Research 6
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TAMILNADU OPEN UNIVERSITY SCHOOL OF MANAGEMENT STUDIES
BBA (MARKETING MANAGEMENT) PROGRAMME
BBA (Marketing Management) would emphasize the study and creation of business
application to market products and services to meet the growing demand of
marketing personnel across the globe. This unique programme is offered through
distance mode with the following objectives :
To acclimatize the students about the environment of marketing and
consumer behaviour.
To Understand the dynamics and complexities in the field of marketing in the
emerging global context.
To acquire professional skills in using appropriate promotional techniques in
marketing products and services.
REGULATIONS
DURATION STREAM ELIGIBILITY AGE Min Max
Formal 10+2 or Equivalent -- 3 Years 8 Years
Non formal BPP from any open University or BPP of TNOU to be completed along with other courses.
Minimum
18 years 3 Years 8 Years
MEDIUM OF INSTRUCTION ENGLISH & TAMIL
Formal Non Formal ANNUAL PROGRAMME FEE Rs. 2000/- Rs.2500/-
SCHEME OF EVALUATION Continuous Assessment 25 Marks
Term End Examinations. 75 Marks
Total 100 Marks PASSING MINIMUM
A candidate who obtains not less than 26 marks out of 75 marks in each course in the Term
End Examination and 40% marks in the aggregate of both Term End Examination and
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Continuous Assessment shall be declared to have passed.
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CLASSIFICATION OF CANDIDATES Candidates who pass all the major subjects shall be classified as follows:
FIRST CLASS Candidates securing 60 percent and above of the marks in the aggregate
shall be placed in the First Class.
SECOND CLASS
Those who have obtained less than 60 percent but not less than 50
percent of the marks in the aggregate shall be placed in the Second
Class.
THIRD CLASS Those who obtain less than 50 percent but not less than 40 percent of the
marks in the aggregate shall be placed in the Third Class.
Candidates who have obtained not less than 75 marks in the aggregate shall be declared to
have passed with Distinction
PATTERN OF QUESTION PAPER
The pattern of the University Examinations Question Paper for all the courses will be
as follows:
For all theory papers the University Examinations is for 75 marks, with a break up
of 15 marks for Section A and 60 marks for Section B.
Details as follows.:
a) Section A shall consist of short answer questions (answer for each question not
to exceed one page), carrying five marks each. The candidates have to answer
any three out of five questions from Section-A.
b) Section B shall consist of Essay type questions/problems carrying fifteen marks each. The candidates have to answer any four out of seven questions from Section – B.
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I YEAR
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BBAM 11 PRINCIPLES OF MANAGEMENT
BLOCK I
Management – Features, functions – Management as an art, science, profession –
Evolution of management thoughts.
BLOCK II
Planning – Process, importance, nature and scope, types, steps in Planning.
Objectives, Policies, Procedures, Strategy.
Decision making – Types of decisions, difficulties in decision making – Management
and Recent developments of Insurance in India – Role of Insurance Regulatory
Development Authority.
BOOKS RECOMMENDED
M.N. Mishra - Insurance Principles and Practices G.S. Panda - Principles and practices of Insurance P. Periyasamy - Principles and Practices of Insurance D.C. Srivastava & - Indian Insurance Industry Shashank Srivastava Tripathy & Pal - Insurance P.S. Palande - Insurance in India R.S. Shah, M.L. Lunawat N.D. Kapoor - Elements of Business Law
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BBAM 22 MANAGERIAL ECONOMICS BLOCK I Definition and Scope of Economics – Role of Economics in business decisions –
Demand Analysis – Law of diminishing marginal utility – Law of Equimarginal utility –
Law of demand – Price, Income and Cross Elasticity of demand.
BLOCK II Factors of Production – Law of diminishing returns – Law of increasing returns – Law
of constant returns – Least combination – Economics of Scale.
BLOCK III Supply – Law of Supply - Supply determinants – Elasticity of supply – Cost and
revenue curves, Money, real and opportunity costs – Fixed and Variable costs –
Average and Marginal costs – Average revenue and marginal revenue. – Break even
analysis – Cost control and cost reduction.
BLOCK IV Market Structure and prices – Pricing under perfect competition – Pricing under monopoly – Comparison of perfect competition and monopoly – Features of Monopolistic Competition – Pricing under Monopolistic competition – Oligopoly
BLOCK V Government and business – Industrial Policy – Concepts of National Income – Computation of National Income – Gross Domestic product – Use of National Income data – Business cycle – Phases – Theories of Trade cycle. BOOKS RECOMMENDED
Developing Product Plans – Product Policy - New Product Development.
BLOCK III New Product Development process : Generation of Ideas – Preliminary Screening –
Feasibility Testing – Concept Development and Testing - Evaluation – Development –
Test - Marketing – Commercialization .
BLOCK IV Branding – Selection of Brand Name – Brand Image – Brand equity – Brand
positioning Strategies –Branding Challenges.
BLOCK - V Packaging and Labeling – Methods, Latest Trends in Packaging – Future Trends in
Product Management. BOOKS RECOMMENDED
Marketing Management - Philip Kotler
Product Management in India - Ramanuj Majumdar
Product Management - Lalvani
Marketing and Product development - Dale Littler & Phillip Allen 1984
Successful Product Management - Stephen Morse MIA Series 1994
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III YEAR
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BBAM 31 SALES AND DISTRIBUTION MANAGEMENT
BLOCK I
Evolution of Sales Management – Nature, Role and Importance – Sales Manager’s
Duties and Responsibilities – Functions of a Sales Manager - Managing the Sales
Force – Sales Organization – Types.
BLOCK II
Need for Sales Force - Recruitment and Selection of Sales Force – Selection
Process – Training of Salesman – Importance of Training - Methods of Training.
BLOCK III
Compensation and Motivation of Sales Force – Methods of Compensation –
Evaluation of Sales Force – Performance Appraisal – Sales Budget, Sales Quota &
Sales Territory.
BLOCK IV
Meaning Scope and Importance – Elements of Distribution Management – Channel
Objectives - functions - Selection of Channel Members.
BLOCK V
Distribution Channel - Meaning – Types of Intermediaries : Wholesaler and Retailer
– Their Role & Importance - Types of Wholesalers - Kinds of Retailers . Other
intermediaries : Brokers, Commission Agents, Dealers, Sole Selling Agents.
BOOKS RECOMMENDED
Sales and Distribution Management - Tapan K. Panda, Sunil Sahadev Sales and Distribution Management - Dr. S.L. Gupta Sales Management - Richard R. Still, Edward W. - Cundiff and Norman A.P. Govoni Sales Management - S.A. Chunawalla Sales Management - Das Gupta
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BBAM 32 ADVERTISING AND SALES PROMOTION
BLOCK I
Advertising – Meaning – Objectives – Benefits – Role of Advertising – Social effects
of advertising.
BLOCK II
Advertising MEDIA – Basic terms – Role of Media – Press – TV – Radio –
Reasons for the growth of services in the Modern Economy – Marketing of services
BLOCK II
Services Market Segmentation - Role of Positioning and Differentiation in Services
Marketing.
BLOCK III
Services Marketing Mix – The 7 Ps – Product – Price – Place – Promotion – People –
Process – Physical evidence
BLOCK IV
Service Delivery – Designing & Delivering services. Service Quality Dimensions –
Quality Gaps – Techniques to resolve the Gap.
BLOCK V
Customer retention and relationship marketing – Transaction (vs) Relationship
Marketing
CRM strategies – Emerging Trends in Services Marketing in India.
BOOKS RECOMMENDED
Services Marketing - S.M. Jha
Services Marketing - Zeithamal
Services Marketing - Helen Woodruffe
Services Marketing - Ravi Shanker
Services Marketing - Adiran Payne
Service Marketing - P.K.Sinha & S.C.Sahoo
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BBAM 34 RETAIL MARKETING
BLOCK I
Definition and Scope of Retailing – Growth of Retailing Industry – Characteristics of
Retailing Functions of Retailing – Activities of Retailers – Trends in Retail
Formats – Classification of Retailers – Importance of Retail Sector - Retailing
Scenario at Global and Indian Context.
BLOCK II Retail Marketing – Developing & Managing the Retail Marketing Mix - Segmenting,
Targeting Positioning – Consumer Behavior in the Retail Context - Importance of
Location Decision – Retail Location Theories.
BLOCK III Merchandising Management Planning in Retailing – Product Management – Brand
Management and Retailing.
BLOCK IV Retail Pricing – External influences on Retail Pricing – Retail Pricing Objectives –
Consumer responsiveness to Prices.
BLOCK V Retail Promotion – Selection of Promotion Mix Advertising – Media Selection Sales
Promotion Personal Selling – Publicity – Relationship Marketing in Retailing.
BOOKS RECOMMENDED
Retail Management - Balaji Tuli Srivastava
Retail Management - Berman Evans (A Strategic Approach)
Retail Management - Gibson G.Vedamani
Retailing Environment & Operations - Newman and Cullen
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BBAM 35 MARKETING RESEARCH
BLOCK I Introduction to Marketing Research – Nature, scope Importance – Role of Marketing Research in Management Information system and Decision support System – Marketing research process.
BLOCK II Research Design – Types – Exploratory design – Experimental design – Descriptive
design- Data Collection, methods, Tools – Observation, Questionnaire, Interview
schedules – secondary data – primary data – sampling techniques – sample size,
probability sampling and non-probability sampling – Advantage and disadvantages.
BLOCK III
Data processing – Editing, coding and tabulation – computer processing – Univariate,
bivariate and multivariate analysis (concept only) – Interpretation and report writing .
BLOCK IV Product Research - New product Development process – Test Marketing – Uses of
Test Marketing – selection of Test markets – Market Research – methods for
measuring market potential.
BLOCK V Advertising Research – Copy testing- Methods – pretests and post tests – Media
Selection – Media Audience- Media model – Sales Analysis – product, customer,