HR General Subjects

MARKETING RESEARCH

 

COURSE DURATION: 2 HRS PER WEEK FOR 10 WEEKS

COURSE CREDITS: 2

 

1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION (1 HR)

• Marketing research: Meaning, need, and scope
• Information and decision making
• Marketing information system
• Decision support systems
• Research process and research design

 

2. RESEARCH DATA (1 HR)

• Internal and external sources of research data
• Commercial surveys, audits, panels, and experimentations
• Customer and competitor intelligence

 

3. MEASUREMENT TECHNIQUES IN M.R. (3 HRS)

• The concept, scales, and components of measurement
• Questionnaire design
• Qualitative design. Attitude scales

 

4. SPECIFIC M.R. TECHNIQUES (6 HRS)

• Interviews
• Mailed questionnaires
• Group discussions
• Focus groups
• Motivation/psychological research
• Shopping mall tests
• Web based research

 

5. SALES FORECASTING (2 HRS)

• Importance of sales forecasting and its role in marketing research
• Consequences of incorrect forecasting
• Quantitative & qualitative aspects of forecasting

 

6. SAMPLING & DATA ANALYSIS (1 HR)

• Sampling process
• Sample size determination
• Univariate and multivariate hypothesis tests
• Measures of association

 

7. FINANCIAL TOOLS, ANALYSIS, AND MARKETING INSIGHTS (3 HRS)

• Managerial accounting and its role in organizational decision making
• Cost/Profit volume analysis
• Responsibility accounting
• Standard cost and variance analysis
• Ratios for control
• Financial implications of marketing decisions including cash flows, profitability, and risk

 

8. RESEARCH IN MARKETING MIX (2 HRS)

• Product research testing
• Price research
• Distribution research
• Advertising and communication research

 

9. MARKETING RESEARCH REPORTS (1 HR)

• Preparing written research reports and oral presentations
• Reading and interpreting research reports.

 

BASIC TEXT

• Marketing Research An Applied Orientation (by) Naresh Malhotra (Pearson)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TQM AND PRODUCTION MANAGEMENT

 

COURSE DURATION: 2 HRS PER WEEK FOR 10 WEEKS

COURSE CREDITS: 2

 

SECTION A: TOTAL QUALITY MANAGEMENT

 

1. INTRODUCTION (2 HRS)

• Meaning of quality – orientation to customer satisfaction
• Scope of TQM
• Basics and Imperatives of TQM

• Cost of quality and its relevance to TQM
• Concept of Kaizen and continuous improvement

 

2. STATISTICAL QUALITY CONTROL (3 HRS)

• Concept of SQC
• Acceptance sampling and inspection plans
• Statistical process control
• Process capability studies

 

3. PEOPLES ISSUES IN TQM (2 HRS)

• Leadership issues
• Total employee involvement
• 5 S concept
• Quality circles

 

4. QUALITY MANAGEMENT SYSTEMS (2 HRS)

• Quality audits
• Lead assessment & ISO - 9000

 

5. QUALITY GURUS AND LEARNINGS FROM THEM (1 HR)

• Issues on quality by Demming, Crosby, Taguchi, Juran, and other experts

 

SECTION – B: PRODUCTION (AND OPERATIONS) MANAGEMENT

 

1. MANAGING OPERATIONS (2 HRS)

• Nature and scope of production/operation management
• Relationship with other functional areas
• Standardisation and simplification
• Reliability and redundancy
• Value engineering
• Ergonomic considerations
• Product (and service) design for differentiation 

 

 

2. PROCESS DESIGNING (3 HRS)

• Types of production systems and layouts
• Capacity requirements planning
• Facilities, location and influencing factors; evaluation of alternatives
• JIT, FMS, and Group Technology

 

3. PRODUCTIVITY AND WORK STUDY (2 HRS)

• Method study: Basic procedure, charts, diagram
• Work measurement & Time study
• Work sampling, learning curve, production standards
• Aggregate production planning; heuristic methods

 

4. PROCESS CONTROL (3 HRS)

• Inventory management: Basic concepts; selective inventory control models; ordering systems; material requirement planning; operations scheduling: Meaning; dynamic and static scheduling; design rules
• Quality control; variables and attributes
• Process control and acceptance sampling
• Maintenance: Facilities; total productive maintenance

 

BASIC TEXTS

• Total Quality Management (by) Besterfield (Pearson)
• Production & Operations Management (by) S. N. Chary (TMH)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

RURAL AND SOCIAL MARKETING

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDIT: 1

 

SECTION – A: RURAL MARKETING

 

1. INTRODUCTION (2 HRS)

• Definition; myths and realities of rural markets
• Characteristics of rural customer
• Rural market environment, including infrastructure
• Rural marketing and the 4 P’s: Problem areas
• Challenges of rural marketing

 

2. STRATEGIES (3 HRS)

• Rural market segmentation and targeting; rural marketing research
• Product strategies
• Pricing strategies
• Promotional strategies
• Placement strategies
• Marketing of rural and cottage industry products
• Future of rural marketing in India.

 

SECTION – B: SOCIAL MARKETING

 

1. FOUNDATION OF SOCIAL MARKETING (2 HRS)

• Meaning, nature, and scope; need for social marketing
• Conceptual framework of social marketing
• Challenges involved in social marketing

 

2. STRATEGIES AND APPLICATIONS (3 HRS)

• Segmentation and target market selection
• Marketing strategy and 4P’s
• Not for profit organizations (including Govt.) in social marketing
• Social marketing in the areas of health (Hygiene, family planning, AIDS prevention), financial decisions (small savings, retirement planning, investor education), and political system (voting). 

 

BASIC TEXTS

• The Rural Marketing Book (by) Pradeep Kashyap & S. Raut (Biztantra)
• Social Marketing (by) Philip Kotler (Prentice Hall)

If the book is not available then

·         Social Marketing (by) S. M. Jha (Himalaya)

OR

·         Introduction to Social Marketing (by) G.B. Mukherjee (India Research Press)

RETAIL MANAGEMENT

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDIT: 1

 

1. BASICS OF RETAILING (2 HRS)

• Definition, scope, and importance; organized vs. unorganized retailing; retail competition
• Retail life cycle
• Emerging trends in retailing
• Retail formats; retailing formats in India
• Retailing scenario in India
• Evaluation criteria / ratios for retail effort

 

2. RETAIL PLANNING (3 HRS)

• Information gathering and strategic planning; operation management
• Retail financial strategy
• Target market selection and retail location
• Store design and layout
• Visual merchandising and display

 

3. RETAIL MARKETING & MERCHANDISING (2 HRS)

• Merchandise planning, buying and handling
• Pricing, promotional, and communication MIX
• Customer service; gaps model; CRM

 

4. RETAIL MANAGEMENT INFORMATION SYSTEMS (2 HRS)

• Role of Technology in retailing
• MIS: Meaning and scope in retail
• Retail audits

 

5. NEW RETAILING FORMATS (1 HR)

• Direct selling
• Online retailing

 

BASIC TEXTS

• Retail Management (by) Gibson G. Vedamani (Jaico Publication)
• Economic Times Intelligence Group CDs on Retailing
• Indian Retail Yearbook (by) Images Retailing

 

 

 

 

 

 

BUSINESS ETHICS

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDIT: 1

 

1. INTRODUCTION (1 HR)

• Business functioning and ethical dilemmas in management
• Unethical behaviour and conduct at individual, group, and corporate level

 

2. INDIVIDUAL ETHICS (2 HRS)

• Ethics in corporate strategy
• Ethical dilemmas and value clarification for future managers

 

3. GROUP ETHICS (2 HRS)

• Ethical attitudes of Indian managers
• Managers facing unethical management

 

4. CORPORATE ETHICS (2 HRS)

• Ethics and company philosophies
• Corporate social responsibility

 

5. APPLICATIONS (3 HRS)

• Ethics in marketing research and marketing strategy
• Ethics in finance: Tax planning; financial disclosures
• Ethics in information technology and systems usage
• Ethics and human resources management
• Environmental ethics

 

BASIC TEXTS

• Business Ethics: Concepts and Cases (by) Manuel G. Velasquez (Pearson: Latest Edn)
• Business Ethics (by) P. S. Bajaj & Raj Aggrawal (Biztantra)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

DISTRIBUTION MANAGEMENT

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDIT: 1

 

1. DISTRIBUTION PLANNING AND CONTROL (4 HRS)

• Role and function of intermediaries; their selection and motivation
• Distribution analysis, control, and management
• Channel dynamics: VMS, HMS, multichannel marketing system
• Channel conflict and their management

 

2. DISTRIBUTION SYSTEM AND LOGISTICS (6 HRS)

• Physical distribution system: Various decision areas
• Modes of transport in India; their characteristics
• Logistics management: Meaning; functional areas of logistics; logistics integration for customer satisfaction
• Distribution costs management and customer service
• Supply chain management
• Integration of sales and distribution strategies

 

BASIC TEXT

• Sales and Distribution Management (by) P. Venugopal

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

CUSTOMER RELATIONSHIP MANAGEMENT

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDIT: 1

 

1. INTRODUCTION TO CRM (1 HR)

• Concept of satisfaction, dissatisfaction, and delight
• Starting point: Customer needs identification; meeting the needs; exceeding expectations: transactional marketing to relational marketing

 

2. UNDERSTANDING AND DEFINING THE INTERNAL CUSTOMER (2 HRS)

• The triangle of marketing: internal, external, and interactive marketing
• Internal customer philosophy: Understanding internal customer needs, teamwork, and employee care
• Involvement of employees in serving the external customer better

 

3. CUSTOMER ACQUISITION, MAINTENANCE, AND ENHANCEMENT (2 

    HRS)

• Understanding changing customer needs, behaviour, and expectations
• Provision of service in a competitive environment
• Permission marketing and CRM
• Retention management strategies
• Attrition management

 

4. CUSTOMER RELATIONSHIP MANAGEMENT PROCESS (2 HRS)

• Technology as enabler
• Data warehousing and data mining
• E – CRM solutions

 

5. BUILDING AND DELIVERING A CRM PROGRAM (3 HRS)

• Setting up of CRM program objectives
• Estimation of resource needs, including finances
• Program delivery logistics: call centre, internet, web, etc.

 

BASIC TEXTS

• Relationship Marketing (by) S. Shajahan (TMH)
• Customer Relationship Management (by) G. Shainesh & Jagdish N. Sheth (Macmillan)

 

 

 

 

 

 

 

INDUSTRIAL MARKETING

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDIT: 1

 

1. B2B MARKETING: OVERVIEW (2 HRS)

• Nature and scope of B2B marketing
• Basics of industrial marketing

 

2. UNDERSTANDING CUSTOMER & ITS ENVIRONMENT (2 HRS)

• Organisational buying behaviour
• Organising for the buying function
• Managing buyer seller relationship
• Researching the business markets

 

3. ORGANISING THE MARKETING FUNCTION (5 HRS)

• Market segmentation strategy
• Product decisions for industrial products
• Management of new industrial products
• Pricing strategy for new products
• Pricing strategy in a competitive environment
• Communication for industrial markets
• Industrial products distribution
• Commercial aspects of industrial marketing
• Industrial selling

 

4. SPECIFIC MARKETING PROGRAMS (1 HR)

·         Marketing of projects

·         Marketing of industrial services

 

Note: As is evident the focus here is on Industrial Marketing and not really on B2B Marketing as widely understand. This is on purpose, given the fact that it is a 1 credit course.  

 

BASIC TEXT

• Industrial Marketing (by) P. K. Ghosh (OUP)

 

 

 

 

 

 

 

 

 

MANAGEMENT AND INFORMATION TECHNOLOGY

 

COURSE DURATION: 1 HR PER WEEK FOR 10 WEEKS

COURSE CREDITS: 1

 

SECTION – A: ENTERPRISE RESOURCE PLANNING

 

1. INTRODUCTION (1 HR)

• Concept and description of ERP
• Implementation of ERP
• Problems faced in implementation

 

2. ERP MODULES (2 HRS)

• ERP and material management, order processing, sales and distribution, HR, Finance

 

3. ERP AND RETAIL VERTICAL (2 HRS)

• ERP and bar coding, RFID
• Inventory management
• Supply chain management
• Customer relationship management

 

SECTION – B: DATABASE MANAGEMENT SYSTEM

 

1. WHAT AND WHY OF DATABASE (1 HR)

• Corporate data base and data basics
• Categories of data usage

 

2. DATABASE SOFTWARE (1 HR)

• Types of database language
• Database management systems

 

3. DATA MANAGEMENT THROUGH SPSS (3 HRS)

• Overview of SPSS
• Data entry, organizing, and modification in SPSS
• Summarizing data
• Displaying data
• Data manipulation

 

BASIC TEXTS

• Enterprise Resource Planning (by) Alexis Leon (TMH)
• Database System Concept (by) Silberschatz Korth Sudarshan
• SPSS 11.0 Guide to Data Analysis (by) Marija. J. Norusis