University of madras [Established under the Act of Incorporation XXVII of 1857 – Madras University Act 1923]



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UNIT - III

Facilitating function – Grading and Standardization - Branding, packaging and labeling – Marketing information system - Marketing research – Marketing risk - Marketing finance.



UNIT - IV

Product – New product – Product planning and development – Product Life Cycle - Marketing of manufactured goods – Manufactured consumer goods – Manufactured industrial goods – Their classification – Characteristics and channels of distribution.



UNIT - V

Marketing of agricultural products - Regulated and organized market – Co-operative marketing bodies.



Paper : 3 MARKETING - II




UNIT - I

Consumer and marketing – Consumer movement – Consumerism – Consumer co-operatives and Consumer councils.



UNIT - II

Price – Pricing objectives and price determination – Basic methods of setting prices – Pricing strategies and policies – Pricing strategy of new products.



UNIT - III

Marketing structure – Wholesalers and retailers – Basic wholesaler distribution structure – Functions and services of wholesalers – Retail distribution – Basic retail structure - Large, Medium and Small scale retail institutions – Super markets – Departmental and chin stores.



UNIT - IV

Promotional programme - Promotional mix - Advertising and other sales promotion efforts – Social and economic effects of advertising – Planning and knowledge of advertisements – Advertising media and agencies - Advertising budget.



UNIT - V

Personal selling – Salesmanship – nature and functions of salesman – Recruitment and training of salesman – Advertisement and salesmanship - Sales force management – Evaluation of salesmanship - Sales organization and selling methods.


Study Material :

1. Ramaswamy & Ramakumari - Marketing Management

2. Nag - Marketing Strategy

3. Converse, Huegym, Mitchell - Elements of Marketing

4. Mamoria & Joshi - Principles and practice of

Marketing in India

5. Moore, Joshi & Khusro - Indian Food grain Marketing

6. Saxena & Nigam - A study of Marketing in India

7. J.C. Sinha - Principles of marketing and

Salesmanship

8. Tousely, Clark & Clark - Principles of Marketing

9. William J. Stanton - Fundamentals of Marketing



Paper : 4 BUSINESS ETHICS AND VALUES







UNIT - I

Role and importance of Business Ethics and Values in Business - Definition of Business Ethics - Impact on business policy and business strategy – Role of CEO - Impact on the business culture


UNIT - II

Types of Ethical issues - Bribes – Coercion – Deception – Theft – Unfair Discrimination



UNIT - III

Ethics Internal - Hiring employees – Promotions – Discipline – Wages – Job Description – Exploitation of employees - Ethics External – Consumers - Fair Prices – False Claim Advertisements



UNIT - IV

Ethics External – Environment protection - Natural – Physical – Society – Relationship of Values and Ethics - Indian Ethos – Impact on the performance



UNIT - V

Social Responsibilities of Business towards Share holders - Employees – Customers – Dealer - Vendors – government – Social Audit


Study Material :

1. Mamoria & Mamoria - Business Policy

2. William H. Shaw - Business Ethics

3. David J. Fritzche - Business Ethics

4. Peter Madsen & Jay M. Shafritz – Essentials of Business Ethics

Paper : 5 FINANCIAL MARKETS







UNIT - I

Structure of Indian Capital market – Primary market – Secondary market - Financial institutions – basic infrastructure - Types of Financial markets - Non banking financial companies – new financial institutions – Mutual funds – Venture capital – Credit rating agencies



UNIT - II

Working of Stock exchanges - Bombay stock exchange – national stock exchange – OTCEI - Types of issue – Debt instruments – Short term – Innovative instruments – Derivatives – Global Depository Receipts – Intermediaries – SEBI regulations



UNIT - III

Regulatory environment in India - Securities market regulation – Capital issues control Act 1947 - Securities Contracts Regulation Act 1956 – SEBI Act, 1992 - Regulation of OTCEI - National Depositories ordinance



UNIT - IV

Indian Financial system – Capital formation – Hindrances – need for Financial intermediaries - Direct versus Indirect finance – Evolution of Indian Financial System



UNIT - V

Mutual funds – concept and nature – Types of schemes – Asset management companies - SEBI guidelines on mutual funds – Investment pattern and performance of mutual funds


Study Material :

1. Khan, M.Y. - Indian Financial systems theory and practice

2. Srivasthava, R.M. - Management of Indian Financial Institutions

3. Avadhani, V.A. - Investment and securities markets in India

4. Srinivasan, N.P. &

Saravanavel, P - Development banking in India and abroad

5. Devi Singh - Economics of Exchange Rate Management

Paper : 6 MANAGERIAL ECONOMICS







UNIT - I

Nature and scope of managerial economics - Role and responsibilities of Managerial economists – Demand Analysis – Elasticity of demand - Demand Forecasting : meaning and methods.



UNIT - II

Cost Analysis - Cost-output relationship - Cost control – Cost reduction – Production function



UNIT - III

Market structures – Price and output determination under perfect competition, Monopoly, Monopolistic Competition



UNIT - IV

Pricing methods – pricing of new product – Price regulation – Profit and profit Management – Profit planning and Profit forecasting – Break-even analysis.





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