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SYLLABUS ONE YEAR...

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CURRICULUM FOR ONE YEAR (TWO SEMESTER) POST GRADUATE DIPLOMA COURSE IN

===================================== : MARKETING AND SALES MANAGEMENT : : Effective from Session : =====================================

==================== UNDER DEVELOPMENT ====================

==================== :Semester System : ====================

Prepared

By

================================= : Curriculum Development Cell : =================================

INSTITUTE OF RESEARCH DEVELOPMENT & TRAINING, U.P., KANPUR

APPROVED BY ================================= : BOARD OF TECHNICAL EDUCATION : : U.P. LUCKNOW, : :CORRECTED AS SYLLABUS COMMITTEE OF: : B.T.E. MEETING HELD ON 04.05.2017 =================================

0 Corrected and Approved By B.T.E. on Dated 04-05-2017

ONE YEAR(TWO SEMESTER)

STUDY AND EVALUATION SCHEME FO POST GRATUATE DIPLOMA COURSE IN MARKETING A

MANAGEMENT (Effective from session 200 -200 ) I SEMESTER ___________________________________________________________________________________________________ STUDY SCHEME | | SCHEME OF EXAMINATIO _________________________ | |__________________________________________________________ PERIOD PER WEEK | | T H E O R Y P R A C T _________________________ | S U B J E C T S |__________________________________________________________ Lect|Tut.|Field|Pra|Total | |Examination |Sessl |Total|Examination |Ses | |work |ct.| | |------------|Marks |Marks|------------|Mar | | | | | |Dur.| Marks | | |Dur.| Marks | ____|____|_____|___|______|_____________________________|__________________________________________ _ 5 3 8 1.1. Professional Communication 2.5 50 20 70 3 20 1 8 2 10 1.2. Principles of Management 2.5 100 40 140 8 2 10 1.3. Principles of Marketing 2.5 100 40 140 Management 8 2 10 1.4. Principles of sales 2.5 100 40 140 Management 2 5 7 1.5. Computer Fundamental & 2.5 50 20 70 3 60 3 Application ___________________________________________________________________________________________________ _ 31 6 8 45 400 160 560 80 4 ___________________________________________________________________________________________________ _ Discipli Total II SEMESTER 10 2 8 2 -

-

12 10

2.1. Marketing Legislation 2.2. Elective (Any one)

2.5 2.5

100 100

40 40

140 140

-

-

-

a.International Marketing b.Principles of Advertising Management c.Rural Marketing Mgt. - 14 14 2.3. Project Work(One Month) 60 Viva Voce 100 4 4 2.4. Personality Development 4 4 2.5 Environmental Education 2.5 50 & Disaster Management ___________________________________________________________________________________________________ _ 22 4 18 44 200 80 280 100 60 ___________________________________________________________________________________________________ _ Discipli Total 100% Carry Over of Total NOTE: (1) (2) (3) (4) (5)

Each period will be of 50 minutes duration. Each session will be of 16 weeks. Effective teaching will be at least 14 weeks. Remaining periods will be utilised for revision etc. Student has to undergo in a practi cal training in any industrial orginasiation for a period of 4 weeks to study any topic related to this course and prepare project report on which an external viva will be conducted. The topic of the study should be identified and decided by faculty member in consulation with particular organisation. (6) (*) It is compulsory to appear & to pass in examination, But marks will not be included for division and percentage of obtained marks.

1 Corrected and Approved By B.T.E. on Dated 04-05-2017

I

SALIENT FEATURES OF THE CURRICULUM Name of the course

: Post Graduate Diploma in Marketing & Sales Management

Intake

: 60 Students

Duration of the course

: 1 Year (Two Semester)

Pattern of the course

: Semester System

Input Qualifications

: Bachelor's Degree from a recognised University.

Mode of admission

: State Joint Entrance Examination

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II

LIST OF EXPERTS LIST OF EXPERTS (SEMESTER SYSTEM) List of experts who participated & contributed in the workshop for Semester System of curriculum in Post Graduate Diploma in Marketing and Sales Managementheld on 25 April 2015 at I. R. D. T., Kanpur.

1.

Shri L. B. Prasad H.O.D. (M.S.M)

Govt. Polytechnic, Barabanki

2.

Shri Tarun Bansal Professor

I.H.M Aliganj, Lucknow

3.

Dr. A. P. S. Bhadouria Professor

Five School of Business Kanpur

4.

Shri N. U. Siddiqu Guest Faculty

Govt. Poly., Kanpur

5.

Shri Autul Agarwal Guest Faculty

Govt. Poly., Kanpur

6.

Shri G. N. Singh Assistant Professor

I.R.D.T., Kanpur

List of experts who participated & contributed in the workshop for Revision of curriculum in Post Graduate Diploma in Marketing and Sales Managementheld on 20-10-2016 at I. R. D. T., Kanpur. 1. 2. 3. 4. 5. 6. 7.

Shri L. B. Prasad H.O.D. (M.S.M) Dr. Sunil Shukla Director Dr. Deepak Sharma Assistant Professor Dr. A. P.S. Bhadauriya Professor Shri Q. A. Jama Lecturer(English) Smt. Farhat Jaha Siddqui Guest Lecturer Shri G. N. Singh Assistant Professor

Govt. Polytechnic, Barabanki Unnayan Foundation,Kanpur Dr. Gaur Hari Singhania Inst. of Mgt. & Research, Kanpur P.S.I.T.,Kanpur G. P., Kanpur G. P., Kanpur I.R.D.T., Kanpur

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III

NEED ANALYSIS The process of revision of curriculum is to be

carried

out from time to time in keeping with the changing needs the

job

market.

The revision of the curriculum

for

of

post

graduate diploma in Marketing and Sales Management was taken up

to

make the curriculum more logical and

taking into account the sophisticated

need

oriented

technological changes

involved in the promotion of sales and marketing techniques. The

field

competitive

of

marketing

market

is

the

soul

and fast changing

of

business.

techniques

marketing have further enhanced the importance of personnel. only

know

field

Marketing and sales personnel

the fundamentals of the

should

not

concerned

but also require specialised knowledge

in

different

fields. Due to this reason, one elective paper

been

enhance

introduced so that specialised training

may

of their interest and it is

results.

In

this way,

the

has be

It will also

the employment opportunities to diploma holders

field

better

marketing

of

imparted to students in the field of interest.

the

in

business

related also

The

used

The

likely

candidate

to

in

produce

undergoing

training in P.G. Diploma course in Marketing Management will be exposed to new techniques of the area and will be able to become a more effective decision maker.

4 Corrected and Approved By B.T.E. on Dated 04-05-2017

IV

PROFILE DEVELOPMENT To assess the manpower needs and job competencies, an

instrument

was

designed

organisations/industries. satisfactory. competencies

Therefore required

were

The the

and

sent

to

response job

discussed

various

was

not

opportunities

and

in

The

workshop.

persons

from industries, higher educational institutes

and

diploma

level

for

institutes/polytechnics

were

invited

interaction in the workshop and the framework of the was formulated.

The detailed contents were then

finialised

and the curriculum was sent for feedback to industry and

institutes

the

views

obtained

were

incorporated in the revised curriculum .

5 Corrected and Approved By B.T.E. on Dated 04-05-2017

course

people

analysed

and

V.

JOB OPPORTUNITIES-

1.

Marketing Product

2.

Marketing Services

3.

Public utility distribution system

4.

International Trade, Services and Hotels;Chemical and Pharmaceutical

5.

Airlines, Travel Agency and Tour Operator

6.

Marketing Research

7.

Advertising

8.

Public Relation

9.

Self Business

10.

Insurance They can employed in small and medium industry in above areas as :

-

Sales Executive/ Manager for manufacturing organisation relating to their discipline.

-

Sales officer/Sales manufacturing sector.

-

Sales Promotional offier/Manager promotional offier

-

Management Trainee

-

Marketing Research Executive

representative

in

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and

the

service

consumer

good

VI.

JOB COMPETENCIES After undergoing the programme the students are able to :

1.

Apply the principles of management in the field of marketing.

2.

Conduct study and explore market potentials, development and understanding customer and market.

3.

Understand procedures for import and export documentation.

4.

Identify and manage channels of distribution domestic and international marketing.

5.

Plan, Organize and manage advertising programme including satisfying and negotiation.

6.

Organize and undertake simple marketing research and surveys.

7.

Maintain public relations

8.

Understand and appreciate the role and importances of business environment-economic, legal, socal and political (National and International).

9.

Use computers and its software for data analysis and management, preparation of survey reports and creation of data bank of their customer and products using on line data.

10.

Communicate effectively on modern communication equipment such as fax, telephone, e-mail and network system.

11.

Develop desired value system and attitudes becoming successful marketing executive.

12.

Exhibit leadership personnel skills.

13.

Understand quality standards, TQM and documentation.

14.

Develop entrepreneurship skill and related competencies.

qualities,

team

marketing

spirit

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product

both and

for

sales market

required and

and

for

inter-

VII

ACTIVITY ANALYSIS

________________________________________________________________ Sl.No. Activity Knowledge ________________________________________________________________ 1.

Activities related with product and its development.

Planning,Management and its functional area--marketing.

2.

Activities related with the promotional aspects.

Principles of advertising, mangement. Basic knowledge of sales management, adequate knowledge of communication mix.

3.

Awareness to marketing information systems and the role of computers in modern business.

Marketing information systems and computers.

4.

Activities related to market research.

Marketing research. (Information Collection & Analysis)

5.

Activities related to export.

Export procedures.

6.

Activities related to marketing legislation.

Marketing legislation.

7.

Activities related to consumer.

Consumer psychology and behaviour.

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VIII

COURSE OBJECTIVES-

1.

Plan, schedule, organise, direct, control men and product for sale/marketing.

2.

Knowledge of sales procedure, selection of best alternatives within limits.

3.

Assist developmental activities related to marketing/sales.

4.

Knowldege of marketing/sales management.

5.

Abilty to study market trends.

6.

Ability to establish and run one's own enterprise.

7.

Knowledge of consumer behaviour and marketing.

8.

Knowledge of legislation related to marketing.

9.

Knowledge of the dynamics of export procedures.

its

and

implications

international

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co-ordinate

markets

in

and

IX

DERIVING CURRICULUM AREAS FROM COURSE OBJECTIVES

________________________________________________________________ Sl.No. Course Objectives Specialised Areas ________________________________________________________________ 1.

Plan, schedule, organise, direct, control and coordinate men and product for sale/marketing.

Planning, organisation and management.

2.

Knowledge of sales procedure, selection of best alternatives within limits.

Principle of marketing.

3.

Assist developmental activities related to marketing/sales.

Principles of advertising, management and its applications.

4.

Knowledge of marketing and sales management.

Principles of sales management

5.

Ability to study market trends.

Marketing research methods and marketing information systems.

6.

Ability to establish and run one's own enterprise.

Knowledge of all the above topics; entrepreneurship, project work.

7.

Knowledge of consumer behaviour and its implications in marketing.

Consumer behaviour and its psychology.

8.

Knowledge of legislations related to marketing.

Knowledge of rules & regulations applicable in marketing.

9.

Knowledge of the dynamics of international markets and export procedure.

Knowldege of sales procedures for export.

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I Semester 1.1 [

Common

to

PROFESSIONAL COMMUNICATION

All Engineering/Non Engineering Courses] L T 5 -

P 3

Rationale: Communication forms an important activity of diploma holder. It is essential that he/she should be in a position to communicate in writing and orally with superiors,equals and subordinates. This subject aims at providing working knowledge of languages like Hindi and English so as to train the students in the art of communication. It is suggested that maximum attention should be given in developing Communication abilities in the students while imparting instructions by giving maximum emphasis on practice. ________________________________________________________________ Sr.No. Units Coverage time L T P ________________________________________________________________ 1.

Introduction to communication methods meaning,channels & media written and verbal.

5

-

-

2.

Development of comprehension of English 10 & Hindi through study of text material& language exercises.

-

-

3.

Development of expression through A. Letters(English & Hindi) B. Report writing (English) Note making and minutes writing

10 10

-

-

10

-

-

10

-

-

4. 5.

Paragraph writing, Essey writing, Proposal writing Composition

6. Remecial Grammer & Vocabulary Building 15 ----------------------------------------------------------------70 42 _______________________________________________________________

1.

PART I : COMMUNICATION IN ENGLISH (40 Ma

1.1

Concept of communication, importance of ef communication, types of communucation, formal, in verbal and nonverbal, spoken and written. Techniq communication, Listening, reading, writting and sp Barriers in communication, Modern tools of communi Fax, e-mail, Telephone, telegram, etc.

1.2

Technical communication Vs. General Communicat Development of comprehension and knowledge of through the study of text material and language ex based on the prescribed text book of English.

1.3

Development of expression through: 11 Corrected and Approved By B.T.E. on Dated 04-05-2017

1.3.1 Paragraph writing, Essay writing, Proposal writ 1.3.2 Business and personal correspondence (Letters) Kinds of letters:Official, demi-offical, unofficial , for reply reply, quotation, tender and order giving l Application for a job, Resume. 1.3.3 Report writing and Note making and minutes writ 1.4

Functional Grammer : Study of sentences and parts of (word class), Preposition, Verb, Articles, Abbreviati

1.5

Vocabulary Building Idioms and Phrases.

word

substi

1.6

Composition on narrative, descriptive, argumentative, discussion and factual topics.

imagi

2.

: Homophones, One

PART II :

COMMUNICATION IN HINDI (10 Ma

2.1 Development of comprehension and knowledge of Hindi through rapid reading and language exercises bas prescribed text material developed by IRDT. 2.2

Development of expression through ; Letter writing in Hindi: Kinds of letters:Official, demi-offical, unofficial , reply, quotation, tender and order Application for a job, Press release writing.

for reply giving l in Hindi,

Note: Paper should be in two parts, par...