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Mcom Syllabus-6-8

This document outlines the course structure and content for 5 marketing management courses for M.Com students: 1. The first course covers introduction to marketing concepts, the marketing environment, consumer behavior, segmentation, targeting, positioning, and the marketing mix. 2. The second course addresses product decisions including development, life cycles, and mixes as well as branding. 3. The third course focuses on price objectives, policies, methods, and strategies. 4. The fourth course examines distribution channels, types, functions, and direct marketing approaches. 5. The fifth course covers promotion mix, advertising, sales promotion, and sales force decisions.

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Ram Yadav
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24 views

Mcom Syllabus-6-8

This document outlines the course structure and content for 5 marketing management courses for M.Com students: 1. The first course covers introduction to marketing concepts, the marketing environment, consumer behavior, segmentation, targeting, positioning, and the marketing mix. 2. The second course addresses product decisions including development, life cycles, and mixes as well as branding. 3. The third course focuses on price objectives, policies, methods, and strategies. 4. The fourth course examines distribution channels, types, functions, and direct marketing approaches. 5. The fifth course covers promotion mix, advertising, sales promotion, and sales force decisions.

Uploaded by

Ram Yadav
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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M.

Com - 1st Year PAPER CODE: MCOM 1003

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

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

UNIT-III

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

UNIT-IV

Channel decision - Nature of Marketing channels - Types of Channel flows - Channel


functions - Channel co-operation, conflict and competition - Direct Marketing
¬Telemarketing - Internet shopping.

UNIT - V

Promotion Decision - Promotion mix - Advertising Decision, advertising objective


¬advertising campaign - advertisement effectiveness sales promotion & publicity - Sales
force decision.

REFERENCES

Chandrasekar K.S., MARKETING MANAGEMENT TEXT AND CASES, Tata McGraw-


Hill Publication, New Delhi, 2010
Govindarajan, MARKETING MANAGEMENT CONCEPTS, CASES, CHALLENGES
AND TRENDS, Prentice Hall of India, New DelhI. 2009
Philip Kotler, MARKETING MANAGEMENT- ANALYSIS PLANNING AND
CONTROL, Prentice Hall of India, New Delhi,
Ramaswamy. V S & Namakumari. S, MARKETING MANAGEMENT-PLANNING
IMPLEMENTATION AND CONTROL, Macmillan Business Books, New Delihi, 2002,
M.Com - 1st Year PAPER CODE: MCOM 1004

PAPER IV FINANCIAL MANAGEMENT


UNIT I
Financial Management: Meaning - Nature and Scope of Finance - Financial Goal - Profit vs.
Wealth Maximization; Finance Functions - Investment, Financing and Dividend decisions.

UNIT II
Capital Budgeting: Nature of Investment Decisions; Investment Evaluation Criteria - Net
Present Value, Internal Rate of Return, Profitability Index, Payback Period, Accounting Rate
of Return: NPV and IRR comparison; Capital Rationing; Risk Analysis in Capital Budgeting.
Cost of Capital: Meaning and significance of Cost of Capital - Calculation of Cost of Debt,
Preference Capital, Equity Capital and Retained Earnings - Combined Cost of Capital
(weighted); Cost of
Equity and CAPM;

UNIT III
Operating and Financial Leverage: Measurement of leverages; Effects of Operating and
Financial Leverage on Profit; Analyzing Alternate Financial Plans; Combined Financial and
Operating Leverage. Capital Structure Theories: Traditional and M.M. Hypotheses - without
taxes and with taxes; Determining capital structure in practice.

UNIT IV
Dividend Policies: Issues in Dividend Decisions - Walter's model - Gordon's model - M-M
hypothesis - Dividend and Uncertainty - Relevance of Dividend - Dividend Policy in Practice;
Forms of Dividends - Stability in Dividend Policy - Corporate Dividend Behaviour.

UNIT V
Management of working Capital: Meaning, significance and types of Working Capital -
Calculating Operating Cycle Period and Estimation of Working Capital Requirements -
Financing of Working Capital and Norms of Bank Finance - Sources of Working Capital -
Factoring services; various committee Reports on Bank Finance - Dimensions of Working
Capital Management.

Note: Question Paper Shall covers 60% Theory and 40% Problems

REFERENCES:
Khan MY, Jain PK, BASIC FINANCIAL MANAGEMENT, Tata McGraw Hill, Delhi , 2005.
Chandra, Prasanna,. FINANCIAL MANAGEMENT, Tata McGraw Hill, Delhi.
Bhabatosh Banerjee, FUNDAMENTALS OF FINANCIAL MANAGEMENT, PHI, Delhi, 2010
Chandra Bose D, FUNDAMENTALS OF FINANCIAL MANAGEMENT, PHI, Delhi, 2010
Preeti Singh, FUNDAMENTALS OF FINANCIAL MANAGEMENT, Ane, 2011.
M.Com - 1st Year PAPER CODE: MCOM 1005

PAPER V ENTREPRENEURSHIP MANAGEMENT

UNIT-I
Entrepreneurship Definition, Role and expectations Entrepreneurial styles and types
Characteristics of the Entrepreneur Functions of an Entrepreneur Promotion of
Entrepreneurship Role of Socio-Cultural, Economic and Political Environment Growth of
Entrepreneurship in Pre and Post independence era Constraints for the Growth of
Entrepreneurial Culture.

UNIT-II
Entrepreneurial Motivation Theories - Entrepreneurial Competencies Developing
Competencies Role of Entrepreneur. Development Programs Assistance Programme for
Small Scale Units Institutional Framework Role of SSI Sector in the Economy SSI Units
Failure, Causes and Preventive Measures Turnaround Strategies.

UNIT-III
Identification of Business Opportunity Preparation of Feasibility Report Financial and
Technical Evaluation Project Formulation Common Errors in Project Formulation
Specimen Project Report Ownership Structures Proprietorship, Partnership, Company, Co-
operative, Franchise.

UNIT-IV
Corporate Entrepreneurship (Intrapreneurship) Concepts Need Strategies - Corporate
Practices Select Cases Dynamics of Competition Plans for Survival and Growth.

UNIT-V
Women Entrepreneurship Need Growth of women Entrepreneurship Problems faced by
Women Entrepreneurs Development of women Entrepreneurship Entrepreneurship in
Informal Sector Rural Entrepreneurship Entrepreneurship in Sectors like Agriculture,
Tourism, health case, Transport and allied services.

REFERENCES
Clifford M.Baumback & Joseph R.Mancuso, ENTREPRENEURSHIP AND VENTURE
MANAGEMENT, Prentice Hall
Gifford Pinchot, INTRAPRENEURING, Harper & Row
Ram K.Vepa, HOW TO SUCCEED IN SMALL SCALE INDUSTRY, Vikas
Richard M.Hodgets, EFFECTIVE SMALL BUSINESS MANAGEMENT, Academic Press
Dan Steinhoff & John F.Burgess, SMALL BUSINESS MANAGEMENT FUNDATMENTALS,
McGraw Hill

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