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



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UNIT - I

Women Entrepreneurs – Definition – Problems of women entrepreneurs – Opportunities of women entrepreneurs – Future of women entrepreneurs – Rural entrepreneurship - Definition – Problems – Remedies – Marketing – Future of rural entrepreneurs


UNIT - II






Management - Business analysis – Evaluation of Marketing - Forecasting techniques – Market structure – Classification of goods and services – Inventory Management


UNIT – III






Financial analysis – Break-even analysis – Sources of finance – Financial institutions – Problems and remedies – Role of commercial banks.


UNIT - IV






Entrepreneurial Development programmes in India – EDP Cell – District Industries Centre – KVIC – DRPA - TRYSEM – JRY – SISI – SIDCO


UNIT - V






Entrepreneurial development in Tamil Nadu – State Financial corporation - SIPCOT – ITCOT – SIDCO - Industrial policy and entrepreneur development


Study Material :

1. Bhattacharya, H - Entrepreneurial Development

2. Gupta, C.B. & Srinivasan, N. P - Entrepreneurship Development

in India


3. Jayashree Suresh - Entrepreneurial Development

4. Kuldeep Mathus, A.P. - Entrepreneurship Development

under TRYSEM

5. Misra, P.N. - Development Bank and new

entrepreneurship in India.

6. Rao, S.K. - Entrepreneurial Development in

India

7. Saravanavel - Entrepreneurial development



8. Tandon, B.C. - Environment and Entrepreneur

9. Cassion Mark - The Entrepreneur

10. Heggade D Odeyar - Women and economic development

11. Shirty Dev - Women’s Occupational Mobility

12. Taut P Richard

and Dorisl Taut - Entrepreneurship in India’s small

scale industries

Paper : 7 MARKETING - I



UNIT - I






Nature, scope and significance of marketing – Evolution of marketing – Basic concepts of marketing - Different types of markets - Modern marketing - Marketing environment


UNIT - II






Functions of marketing – function of exchange – Function of physical distribution – Storage and warehousing – Transportation – Different modes of transport – Roadways, railways, waterways and airways – Choice of transport.


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 : 8 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








  1. 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



04. B.A. DEGREE COURSE IN DEFENCE AND STRATEGIC STUDIES

SYLLABUS

FIRST SEMESTER

PAPER – 1 STRATEGIC STUDY OF INDIA

Unit 1: Introduction : (a) Explanation of terms : Bharat, Hindustan, India (b) Salient features of freedom struggle (c) Geo-Strategic location, size, borders.

Unit 2: Physiographic Features : (a) Himalayas, Indo-Gangetic Plain and Deccan Plateau (b) Ethnic & Linguistic Composition.

Unit 3: System of Governance: (a) Salient Features of Indian

Constitution (a) National Flag, National Anthem & National Institutions.

Unit 4: Power Resources: (a) Agricultural (b) Industrial (c) Natural.

Unit 5: Military Potential: (a) Defence Industries (b) Institutions of DRDO.

PAPER – II


FUNDAMENTALS OF WAR AND PEACE

Unit 1 : Introduction (a) Nomenclature - understanding of terms Military Science, Military studies, War studies, Peace studies, Conflict studies.

Defence studies and Defence & Strategic studies (b) Relevance & Significance.

Unit 2: (a) Basic Concepts: war, Grand Strategy, Strategy, Tactics,

Compaign, Battles, Operations, Defence & Security (b)

Categorization of War: Civil war, Limited war, Chemical and

Biological war, Nuclear war, Guerrilla war, Insurgency and

Low Intensity Conflicts.

Unit 3: Causes and Principles of War.

Unit 4: Understanding of Peace: (a) Meaning, Definition & Forms of Peace (b) Role of Peace Education and Peace Movements (c) Concepts of

Peaceful Co-existence & Zone of Peace.

Unit 5: Mechanics of War & Peace. (a) Amicable Settlement of International

Disputes (b) International Law & Peace: Peace Treaties, International Court of Justice (c) Concepts of Peace Making, Peacekeeping & Peace Building.

SECOND SEMESTER

PAPER III
ART OF WARFARE IN INDIA (Upto 1947)

Unit :1 Warfare in Ancient India: (a) Military System in Vedic, Puranic and Epic ages (b) Alexander’s Invasion of India (c) Rise of Mauryan Empire and its military system (d) Kautilya’s philosophy of war and peace.

Unit :2 Warfare in Medieval India: (a) Arab Conquest of Sind (Battle of Rawar) (b) Ghazni’s invasions(Battle of Somnath) (c) Md.Ghori’s Conquest of India (Battle of Terrain I & II) (d) Foundation of Mughal Empire in India (Battle of Panipat I & II)

Unit :3 Military system of South India (Medieval Period) : (a) Rise of

Pallavas and their Military system (b) Chola Imperialism and military system (C) Conquests of Pandya emperors and their military system.

Unit 4: Revival of Hindu Monarchy: (a) Shivaji as a great guerrilla leader (b) Military system of Marathas (c) Rise of Sikhism (d) Military system of Maharaja Ranjit Singh.

Unit 5: Coming of the Europeans: (a) British Conquest of Bengal (b) Anglo- Mysore Wars (c) Rise of Presidency Armies (d) First War of Independence 1857(Causes and Consequences)

PAPER – IV
WORLD MILITARY HISTORY

Unit 1 : Military system in Ancient Greece: (a) Greek Military Organization, (b) Greeco-Persian War (Battle of Marathon, Salamis), (c) Rise of Alexander’s Empire(Battle of Isus, Arbela)

Unit 2 : Military System in Ancient Rome : (a) Roman Military organization, (b) Rome- Carthage Conflict (Battle of Canne, Zama) (c) Julius Caesar’s Military Campaigns.

Unit 3: Military System in Medieval Empire: (a) Military Reforms of

Gustavus Adolphus (b) French Revolution – Causes and Consequences (c) Napoleon’s art of war (Battle of Trafalgar and Waterloo).

Unit 4: World War I : (a) Causes (b) Trench and Mobile Warfare, Use

of Gas (c) Role of Naval & Air Powr (d) Military lessons.

Unit 5: World War II: (a) Causes (b) Blitzkrieg Tactics, (C) Role of Air

Power and Naval Power (d) Military Lessons.

05. B.A. DEGREE COURSE IN ECONOMICS
I SEMESTER
Core Paper 1 : INDIAN ECONOMIC DEVELOPMENT – I




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