|
Post Graduate Diploma
in Sales & Marketing Management
under
Gauhati University (PGCS)
Duration
: 1 Yr. Total
Marks : 600
Eligibility : Graduate
|
|
Paper |
Subject |
Total Marks |
|
SMM 01 |
Principles of Management & Organizational Behaviour |
100 |
| SMM
02 |
International Marketingt |
100 |
| SMM
03 |
Marketing and Sales Management |
100 |
|
SMM 04 |
Promotion and Advertising Management |
100 |
|
SMM 05 |
Consumer Behaviour and Marketing Research |
100 |
|
SMM 06 |
Industrial and Service Marketing |
100 |
|
|
|
SMM 01 :
|
Principles of
Management & Organizational Behaviour
|
|
Chapter 1:
|
Evolution of Management &
Organization theory : Scientific Management School, Classical Organization
theory, Behavioural School, Management Science School, Systems Approach,
Contingency Approach.
|
|
Chapter 2:
|
Functions of a Manager : Planning,
Organizing, Coordinating & Controlling.
|
|
Chapter 3:
|
Motivation, Leadership,
Communication: Theories of Motivation, Theories of Leadership, Importance of
Communications, Communication Problems, Communication Effectiveness.
|
|
Chapter 4:
|
Individual Processes in
Organizations : Perception, Attitudes and Personality, Factors that affect
Attitudes and Personality, How they influence people.
|
|
Chapter 5:
|
Group Processes in Organizations :
Group, Group Formation, Group Effectiveness, Group Conflict.
|
|
Chapter 6:
|
Organization Design, Organization
Change and Organization Development.
|
|
Reference Books:
1. Management by James Stoner RE Freeman and
Gilbert D, Prentice Hall 6th Edition.
2. Organizational Behaviour by Stephen Robbins,
Prentice Hall
3. Organizational Behaviour by SS Khanka, S. Chand
& Co.
|
|
SMM 02 :
|
International
Marketing
|
|
Chapter 1:
|
International Marketing:
Importance, Growth and Benefit.
International Market place:
Size, Major Participants, International Corporations, Multinational Banks
and Insurers, Treading companies, Implication of International Marketing
Management. |
|
Chapter 2:
|
International Treading Framework,
GATT, Balance of Payment, IMF, Aid for development.
|
|
Chapter 3:
|
Opportunities in Developed
Countries: North America and Western Europe, Japan, Australia Middle
East and China.
|
|
Chapter 4:
|
International
Marketing Strategy: Strategy Formation, Method of entry, Ownership and
Contractual Agreement.
|
|
Chapter 5:
|
International Product
Policy: Product Positioning in foreign market, Product Standardization
and Adoption, Brands, Trademarks, Warranties service and Packaging. |
|
Chapter 6:
|
International Product
Promotion Policy: International Advertising Standardization,
International Sales force and their Management.
|
|
Chapter 7: |
Overseas Marketing
Channel policy and Physical distribution and its Management.
|
|
Chapter 8: |
International Product
Pricing Policy and Issues in International Marketing. Future of
International Marketing. |
|
Reference Books :
(1) Kripalani V K,
International Marketing
(2) Varshney R L and B Bhattacharya, International
marketing Management
|
|
SMM 03 :
|
Marketing and
Sales Management
|
|
Chapter 1:
|
Marketing Concept: Defining
Marketing, Core Marketing Concept, Production Concept, Product Concept,
Selling Concept, Marketing Concept and Marketing Mix Concept.
|
|
Chapter 2:
|
Manpower Planning & Concept,
Organization and Practices, Manpower Planning Techniques, Short Term and
Long term Planning.
|
|
Chapter 3:
|
Product Policy: Product and
service differentiation, Product concept, Product levels, Product Hierarchy,
Product classification, New Product Development Process, Product Life Cycle,
Product Adoption & Diffusion Process, Product Mix Decisions, Branding. |
|
Chapter 4:
|
Price Policy: Pricing
Objectives, Selecting Pricing Methods, Adapting Price to the market needs,
Price wars.
|
|
Chapter 5:
|
Promotion Policy: Need for
Promotion, Promotion Techniques.
|
|
Chapter 6:
|
Channel & Distribution Policy:
Channel Structure, Channel Decisions, Wholesaling, Retailing, Physical
distribution decisions, Transport moders available in India with its merits
and demerits. |
|
Chapter 7:
|
Sales Management: Selling
Function, Personnel Selling, Locating Prospects, Building Prospect list,
Pre-call Planning, Sales Approach, Customer needs analysis, Sales
Presentation, Handling Customer Objections, Closing Sales, Follow-up action,
Territory Management, Sales Ethics, Sales Forecasting, Recruitment Training
of Sales People, Compensation for Sales People, Evaluating sales force
performance.
|
|
Reference Books:
1. Marketing Management by Philip Kotler, 8th Edition, PHI.
2. Sales Management by Vaswas Das Gupta, PHI.
3. Selling - Principles & Practices by Fredrick Russel, Frank Beach and Richad
Brskirk, McGraw Hill.
|
|
SM M
04 :
|
Promotion and Advertising
Management
|
|
Chapter 1:
|
Introduction to the field of
Advertising Management: The Advertiser, Perspectives on Advertisement,
Planning Framework for Adverting Planning and Decision Making, Market
Structure Analysis, Communication. |
|
Chapter 2:
|
Setting Advertising Objective:
Importance of Advertising Objectives, DAGMAR, Contributions of DAGMAR,
Challenges to DAGMAR, DAGMAR Model2, Positioning Strategies for Image and
Competitive Position, Determining the Position Strategy. |
|
Chapter 3:
|
The Advertising Communication
Process: A Model of the Advertising Communication System, Perception
Process, The Persuasion Matrix, Source Factors, Message Factors, Cognitive
Consistency, Conflict and Attitude Change, Low Involvement, Learning and
Consumer Information Processing. |
|
Chapter 4:
|
Copy Decisions: Copy
Alternatives and Creative Styles, Creative Approaches and Styles, The
Creation and Production Process, Rational for Copy testing, Selection Copy
Test. |
|
Chapter 5:
|
Media Decision and Strategy:
The Importance of Media Strategy, Parameters of the Media Plan, The
Concept of Primary and Secondary Media, Concept of Effective Frequency in
Media scheduling, The Purchase Cycle, Estimation of minimum effective
frequency, Geographic Advertising Research and Evaluation. |
|
Chapter 6:
|
The Social and Economic Effects
of Advertising: Structuring of the Issues in Advertising, Nature and
Content of Advertising, Effect of Value and Life Styles, Economic Effect of
Advertising, Advertising Competition. |
|
Reference Books:
(1) James S Norris: Advertising - Prentice Hall, India, New Delhi.
(2) C. H. Sardag, Vernon Pryburger, Kim Rotzoll: Advertising Theory and
Practice: All India Travellers Book Seller, Delhi - 51.
(3) Rossiter & Percy: Advertising and Promotion Management - McGraw Hill.
(4) A.R. Fatihi: The Language of Advertising and T.V. Commercial - Prentice
Hall of India Pvt Ltd. Delhi - 1.
|
|
SMM 05 :
|
Consumer
Behaviour and Marketing Research
|
|
Chapter 1:
|
An Introduction to
Consumer Behaviour:
Consumer
Behaviour as a Marketing Discipline, Consumer Behaviour Principles in
Strategic Marketing Buying Decision Process, Need Recognition, Information
Search , Evaluation alternatives, Purchase Decision, Past Purchase Behaviour,
Consumer Behaviour Models. |
|
Chapter 2:
|
Cultural Social Factors of
Consumer Behaviour:
Buyers Black box, Cultural Factors, Culture, Sub -
Culture, Social Class, Social Factors, Reference Groups, Family, Rules and
Statuses. |
|
Chapter 3:
|
Personal and Psychological
Factors of Consumer Behaviour: Personal Factors, Age and Life Cycle
Stage, Occupation, Economic Circumstances, Life Style, Personality and Self
Concept, Psychological Factors, Motivation, Perception, Learning, Attitude. |
|
Chapter 4:
|
Diffusion of Innovations:
The diffusion Process, Innovation, Product Characteristics that Influence
diffuses, Channels of Communication, The adoption Process, Stages,
Limitations, Innovation decision Process, Profile of the Consumer
Innovators. |
|
Chapter 5:
|
Introduction to Marketing
Research:
Conceptual Framework, Nature, Scope and Importance of
Marketing Research, Marketing Research Vs Marketing Research, Marketing
Research Process. |
|
Chapter 6:
|
Sampling Techniques:
Methods of Sampling, Probability Sampling, Random, Stratified, Cluster,
Systematic, Non-Probability Sampling Convenience, Quota, Judgment, Sampling
Errors.
Collection, Analysis and
Interpretation of Data: Data Collection Methods, Questionnaire and
Interview schedule, Primary and Secondary Data, Data Processing, Data
Analysis, Statistical Tools for Marketing Research, Chi-square analysis,
Correlation, Regression, Data Interpretation, Report Writing, Application of
Marking Research, Product Research, Advertising Research, Motivation
Research. |
|
Reference Books:
(1)
Schiffman and Lazer: Consumer Behaviour.
(2) Phillip Kotler: Marketing Management
(3) Ramaswamy and Majumdar: Marketing Research.
(4) Dr. DD Sarma: Marketing Research.
|
|
SMM 06 :
|
Industrial and Service
Marketing
|
|
Chapter 1:
|
Industrial Marking: An Oreview,
Introduction to Industrila Marketing, Industrial Marketing System and
Concepts, Industrial Buyer Behaviour, Characteristics, Movies, Purchasing
Systems. |
|
Chapter 2:
|
Identifying Market Opportunities: Market
Opportunities, Types of Markets, Demand in Industrial Markets,
Classification of Industrial Products and Services, Product Line, Planning,
New Product Develoment and Introduction, Product Positioning, Pricing
Decisions. |
|
Chapter 3:
|
Formulation of Channel Strategies and
Development of Marketing Strategies: Formulating channel strategies and
physical distribution dicisions, Promotion, Personal Selling, Publicity,
Industrial Marketing Communications, Importance given to
differentpromotional tools in Industrial marketing and Consumer Marketing,
Developing Marketing Strategies for Industrial Products/Services. |
|
Chapter 4:
|
Understanding Services Marketing:
Introduction, Growth in Services and its Importance, Differences in Goods
and Services and its Importance, Characteristics of Services, Challenges in
Marketing Services, Nature and Classification of Services, Service Quality,
Gap Model, Consumer Perception and Expectation, Consumer Behaviour,
Understanding Customers through Marketing Research, Building Customer
Relationship, Segmentation and Retention Strategies. |
|
Chapter 5:
|
The Marketing, Mix in Services: Product
in Services, Service design and Positioning, New Service Development,
Pricing Approaches, Promotion, Role of Advertising, Personal Selling and
Other Communications, Place, Service Location and Channel, People in
Service, Process and Physical Evidence. |
|
Chapter 6:
|
Marketing Challenges and Effort:
Managing Demand and Supply, Strategies for matching Demand and Supply,
Service Recovery, Marketing Effort in some Services Sectors, Airlines,
Hotels, Banks, Hospitals, Travel & Tourism. |
|
Reference Books:
(1) Richard M. Hill,
Ralph S. Alexander and James S. Cross: Industrial Marketing, Traveler books
Seller Publisher S Distributors.
(2) Corey: Industrial Marketing, PHI Publication.
(3) Mary J Bitner and Valerie Zeithaml: Service Marketing, Tata McGraw
Hill.
(4) Revisankar: Service Marketing.
|
|
Examination and
Evaluation System
(1) There will be one
final examination, at the end of each academic year.
(2) A Candidate for
the Examination shall be examined as per syllabi where each written full paper
shall be of 3 (three) hours duration.
(a) Each paper
shall carry 100 marks. The minimum marks required for passing the examination
is 35% in each paper individually and 40% in aggregate to be certified.
(b) A failed
student is eligible to appear in a maximum of 2 back papers in the final
examination provided,
(i) The student
clears minimum 4 papers securing 40% marks aggregate i.e. total of 160 out
of 400
(ii) The
candidate clears 5 papers securing 40% marks in aggregate i.e. total of 200
out of 500.
(c) A student who could not appear or failed
in the examination will be allowed to clear the same in the following
academic year's examination.
(d) A student will
be allowed to clear the final year's examination in maximum of three
consecutive chances.
(3)
A candidate will be awarded P.G.
Diploma in appropriate management stream on passing the final examination. Final
results will be worked out by adding up total marks secured in all the papers.
Those candidates who secures 40% or more but less than 60% in aggregate will be
declared as having passed the examination in Second class and those securing 60%
or above will be declared as having passed in the First Class.
|
|
Testimonials
Required for Admission
1. Filled up admission form (available in College Campus)
2. 4 copies of recent passport size photographs signed by the candidate on back
side
3. Attested copy of the HSLC certificate / admit card or any certificate for
verification of the date-of-birth.
4. Attested copies of degree Mark sheets
5. Attested copy of the G.U Registration Certificate (for the Graduates of G.U
only)
|
|
Prospectus and Application form can
be purchased by paying Rs. 150/- by person or Rs. 200/- by post in the
form of DD in favour of "GEA National College", payable at Guwahati
|
|
|
|
Special Features of 'GEA National
College'
1. Well researched
Course material
2. Regular Classes,
6 days in a week
3. Regular Internet
Facility
4. Well equipped
Library
5. State of the art
Infrastructure
6. Placement
assistance to all successful students
7. Separate hostel
accommodation for boys and girls
8. Visiting
Faculties time to time
9. Special
personality development and Spoken English workshops for all students
10. Special batches
for working professionals
|
***********************
|
|
Welcome to