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SEMESTER - III

1. STRATEGIC MANAGEMENT IN PHARMACEUTICAL - (PCC201): Objective: This course conveys the concept of strategy and its usefulness by exposing students to a variety of

organizational situations. It enables students to look at organizations in their totality and appreciates the

interrelationship among different functions. It will help students understand the strategy of organizations and

thereby enable them in making major decisions, formulating policies and participate in implementation of

corporate strategies.

Contents: Unit I (6 Sessions) Introduction: Strategic management (SM) , Business Policy (BP) and Business Plan; Basic concepts of SM; Impact of Globalisation and e-Com; Theories of organisational adaptation; Creating a learning organisation; Basic model of SM; Strategic decision making; Impact of Internet; Firm and its environment. Unit II (6 Sessions) Scanning the environment: Environmental scanning; Industry analysis; Competitive intelligence; Forecasting; Synthesis of external factors; ETOP Study. Internal scanning: Organisational analysis; resource-based approach; value chain analysis; Scanning functional resources; Strategic audit; Unit III (6 Sessions) Strategy formulation: Situational analysis: SWOT analysis, TOWS Matrix; Corporate strategy; Strategies for growth and diversification; Process of strategic planning; Stages of corporate development; Portfolio analysis; Corporate parenting; Functional strategy; Core competencies; Strategic choice. Unit IV (6 Sessions) Strategy implementation and control: Organising for action; Developing programmes, budgets and procedures; How strategy to be implemented? Strategy implementation through structure, values, and ideologies; McKinsey's 7s framework; Acquisition of resources and competence; Organization life cycle; Management & Control, Activity-based costing; Strategic Information Systems Unit V (6 Sessions) Other strategic issues: Strategic issues in managing technology and innovation; Strategic issues in entrepreneurial ventures and small businesses; Strategic issues in not-for-profit organisations SUGGESTED READINGS

1) Arthur, A, Thomson and Strickland, A. J., Strategic Management – Concept and Cases., Tata McGraw Hill, New Delhi. 2) Srinivasan R., Strategic Management – The Indian Context, PHI. 3) Pitts R A and Lei D- Strategic Management: Building and Sustaining Competitive Advantage (Vikas, 3

r

edition), 2003. 4) Thompson A and Strickland A J- Strategic Management: Concepts and Cases (Tata McGraw- Hill, 2002) 5) Wheelen T L and Hunger J D- Concepts in Strategic Management and Business Policy (Pearson Education, 2004) 6) White C- Strategic Management (Palgrave, 2004) 7) Beamish P- Asia-Pacific Cases in Strategic Management (Tata McGraw-Hill, 2000) 8) David F R- Strategic Management: Concepts and Cases (Pearson Education). 9) Dess G- Strategic Management: Creating competitive Advantage (Tata McGraw- Hill) — M. Hill

Internationa, N. York. 10) Hunger J D and Wheelen T L- Essentials of Strategic Management (Prentice-Hall, 3

rd edition)

11) Johnson and Scholes- Exploring Corporate Strategy: Text and Cases (Prentice-Hall). 12) Porter M- Competitive Strategy (Macmillan) 1998.

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2. PHARMACEUTICAL MANAGEMENT INFORMATION SYSTEM - (PCC202):

Objective: Information system is vital to the management, organisation, operation, and product of organization.

This course prepares the ground in fundamentals of what information systems are, how they affect the

organisation, and how they can make business more competitive and efficient. It helps in understanding and

learning the usage of information technology in day-to-day operation, in managing the business and providing

useful products and services to the customers.

Content: Unit I (3 Sessions) Introduction: MIS and information systems; Management support system and classifications. Unit II (6 Sessions) Role of MIS: Strategic advantage with MIS; Systems approach to problem solving; Business Process Reengineering (BPR); Internet worked enterprise in MIS: Internet, Intranet, Extranet; Enterprise communication and collaboration. Unit III (6 Sessions) Decision support systems: MIS support for decision making; Decision support systems; Tools of business support systems: what if analysis, sensitivity analysis, goal seek analysis, optimisation analysis, data mining for decision support. Unit IV (6 Sessions) Developing MIS systems: System Development Cycle; System Analysis; System Design (DFD and ER diagrams). Unit V (7 Sessions) Applications: Cross-functional MIS; ERP; CRM; SCM; Transaction processing; Artificial intelligent technologies in business: neural network, fuzzy logic, genetic algorithm, virtual reality; Executive Information System; Expert Support Systems; Security and Ethical challenges Unit VI (2 Sessions) Research Project: Each student will write a research paper on a specific Information System related issue of their choice. This paper may include the following: • Historic Development • Examination of Current Issues • Exploration of the Actual or Expected Impact on Employees, Industry or Government, Presentation of available Alternatives if Applicable • References SUGGESTED READINGS

1) Laudon K C and Laudon J P- Management Information Systems: Managing the Digital Firm (Prentice-Hall, 8 edition)

2) O'Brien J- Management Information System (Tata McGraw-Hill, 5 editions), Galgotia. 3) Oz E- Management Information System (Vikas, 3

r edition)

4) Jawedkar W S- Management Information System (Tata McGraw-Hill, 2nd edition) 2003. 5) Mudrick R G- An information system for modern management 2001, 3

r, Pearson.

6) Mahadeo Jaiswal, Management Information System (Oxford University Press)

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3. ANATOMY, PHYSIOLOGY AND PHARMACOLOGY - (PCC203)

Objective: The course is designed to orient students with different parts of human body, to facilitate linkage of

management aspects with pharmaceutical industry existence.

Content: Unit I (5 Sessions)

Cell Structure, Elementary Tissues of the body and Blood Composition, Digestive System & Vitamins.

Unit II (5 Sessions)

Function of heart, blood pressure and cardio vascular disorders.

Unit III (8 Sessions)

Nervous system and parts of brain, Structure and Function of Skeletal Muscle, Endocrine Glands, Hormones &

Physiology of Respiration, Urinary & Reproductive System. Structure and Function of different Organs of Body.

Unit IV (12 Sessions)

General Pharmacology, Pharmacology of peripheral nervous system, Autacoids, Drug acting on the

gastrointestinal tract, drugs acting on the hemopoiteic systems, chemotherapy.

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4. LEGAL ASPECTS OF PHARMACEUTICAL BUSINESS - (PCC204)

Objective: The course is designed to assist the students in understanding basic laws affecting the operations of a

pharmaceutical business enterprise.

Content: Unit I (5 Sessions)

The Indian Contract Act: Offer and Acceptance, Consideration, Free consent, Legality of object and consideration,

Performance and Discharge of contract, quasi contract, Contract of Guarantee, Bailment (rights and duties of

bailor and bailee), Agency (various modes of creating agency, rights and duties of agents and principal). Breach of

Contract and its Remedies.

Unit II (7 Sessions)

Sale of Goods Act: Sale and Agreement to sell, Conditions and Warrantees, Transfer of property, Finder of goods.

Performance of contract of sale, Rights of an unpaid seller. The Negotiable Instruments Act: Nature and Types,

Negotiation and Assignment. Holder-in-Due Course, Dishonour and Discharge of a Negotiable Instrument.

Unit III (6 Sessions)

Competition Act 2002: Definition, Prohibition and regulation of combinations, Duties, Powers and Functions of

Competition Commission, Penalties, unfair trade practices. Consumer Protection Act and Cyber Laws.

Unit IV (6 Sessions)

Salient Features of Companies, Classification and Formation of Companies, Memorandum and Articles of

Association, Doctrine of Indoor Management, Appointment of Directors, Meetings of Directors & Shareholders of

Companies.

Unit V (6 Sessions)

Intellectual Property Rights (IPR) and its impact on Pharmaceutical Industry. Patents Act and its impact on

Pharmaceutical Industry. Cotemporary issues related to Legal aspects of pharmaceuticals business.

SUGGESTED READINGS

1. S.S.Gulson, Marcantile Law, Excel Books.

2. N.D. Kapoor – Business Law, Sultan Chand & Sons

3. M.C. Kuchhal - Business Law, Vikas Publishing House Pvt. Ltd

4. Bulchandani - Business Law for Management, Himalaya Publishing House

5. Palle Krishna Rao- WTO Text & Cases, PSG, Excel Books

6. Baindridge – Introduction to Computer Law – Pearson

7. A. Pathak - Legal Aspects of Business, Tata-McGraw Hill Co. Ltd

8. Pillai and Bhagabati- Business Law, S.Chand & Co.

9. Billai & Bagavathi, Business Law, S. Chand.

10. P.K. Goel, Business Law for Managers, Biztantra.

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5. PHARMACEUTICAL MULTINATIONAL MANAGEMENT - (PCC205):

Objective: The basic objective of this course is to acquaint the students with environmental, procedural,

institutiona1 and decisional aspects of Internationa1 Marketing.

Content: Unit I (4 Sessions) Growth of international business: Globalisation, its Effects, Benefits & Costs, Multinationals; Firm-specific and location-specific advantages, Role of MNC's in developing countries. Environment of international business: economic, political, legal and cultural environment, Scenario analysis & country-wide-risks of investments decisions. International Trade: Theories of International Trade- Absolute Advantage Theory, Comparative Cost Theory, Opportunity Cost Theory, Hecksher-Ohlin Theory, Vernon's Theory of International Product Life Cycle. Unit II (6 Sessions) International Marketing: Meaning, Nature and Importance; International Marketing Orientation: E.P.R.G. – Approach: An overview of the International Marketing Management Process; International Marketing Environment. International Market Segmentation and Positioning; Screening and Selection of Markets; International Market Entry Strategies: Exporting, licensing, Contract Manufacturing, Joint Venture M & A, Setting-up of Wholly Owned Subsidiaries Aboard, Strategic Alliances. International business Competitive strategies: Porter's model; Prahalad and Doz's strategy model. Unit III (6 Sessions) International Product and Pricing Strategies: Product Designing: Product Standardization Vs. Adaptation; Managing Product Line, New Product Development; Pricing for International Markets: Factors Affecting International Price Determination; Price Quotations and Terms of Sale. Managing International Distribution and Promotion: Distribution Channel Strategy – International Distribution Channels, their Roles and Functions; Selection and Management of Overseas Agents; International Distribution Logistics; Planning for Trade Fairs and Exhibitions; International Promotion Mix – Advertising and other Modes of Communication. Unit IV (6 Sessions) Balance of trade and balance of payments: Constituents of Capital Account and Current Account, Reasons and remedies for Adverse Balance of Payment. Convertibility of Capital Account. Foreign exchange; Theories of Foreign Exchange rate determination-Mint Parity Theory, Purchasing Power Parity Theory, Balance of Payment Theory, Interest Rate Parity Theory, Role of world bodies like World Bank, IMF, IBRD and WTO in International Trade, Critical issues in trade. Unit V (6 Sessions) India and World Trade, Import and Export Policy, Direction and Quantum of India’s Exports, Institutional Infrastructure for Export Promotion, Export Promotion Councils, Public Sector Trading Agencies, ECGC, Commodity Boards. Procedure and Documents-Registration of Exporters, Export Quotations, Production and Clearance of Goods for Exports, Shipping and Transportation, Insurance, Negotiation of Documents, Instruments of Payments-Open Account, Bills of Exchange, Letter of Credits-Export Finance. Unit VI (2 Sessions) Research Project: Each student will write a research paper on a specific International Business related issue of their choice. This paper may include the following: • Historic Development • Examination of Current Issues • Exploration of the Actual or Expected Impact on Employees, Business, Industry or Government, Presentation of available Alternatives if Applicable • References SUGGESTED READINGS

1. Onkvisit, Sak and Shaw, J.J-International Marketing: Analysis and Strategy (PHI). 2. Aswathappa- International Business (Tata McGraw-Hill, 2002) 3. Daniels- International Business (Pearson Education) 2004. 4. Paul J- International Business (Prentice-Hall, 2004) 5. Deresky H- International Business (PHI, 2003) 6. Hill C W- International Business (Tata McGraw-Hill,2002.) 7. Varma M L- International Trade (Vikas, 2003) 8. Taggart- The Essence of International Business (PHI) 9. Thakur, M., Burton & Gene, E- International Management (Tata McGraw Hill). 10. Hodgetts, R. and Luthens, F- International Management (McGraw Hill Inc 2003). 11. Deresky-International Management: Managing across boarders and culture (Pearson Education)s.

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6. PERSONALITY GROWTH LAB-I - (NCC201)

Objective: This is an extra-syllabic component of the MBA programme, central to the individual pursuing this

course for a future managerial position in the corporate world. This involves identification and re-identification of

a self in both space and time making allowances for the situational dynamics under the pressure of formal and

structural changes in society and Government from time to time. Hence, personality of an individual is not a mask

but an expressive face that changes contours and eye-focus, redefining the individual’s vision of reality. This

flexibility of response to his space time is reflected in the individuals’ choice of words, gestures, expressions and

particularly in the rhythm of his speech, action or/and writing, also in his inter personal relationship. Therefore the

module is seminal to a personality, which believes in goal-setting and accomplishment without any interference

from his private and personal space-time.

Content: Workshops on following aspects of Personality

� Mind Power & Mind Power Management

� Assertive Skills

� Positive Attitude

� Looking Your Best

� Time Management

� Public Speaking

� Interpersonal Effectiveness

� Resume & Interview Facing Skills

� Taking an Interview

� Panel discussion-monitored / anchored

� Group discussions with a leader or controlling authority

� Open forum-discussions

� Presentations at a Seminar / AGM etc.

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OPERATIONS ELECTIVES ====================================================================

7. MANUFACTURING PLANNING AND CONTROL- (POM201)

Objective: The Course aims at enhancing the understanding of operations function and techniques of planning,

scheduling and controlling applied in manufacturing activities of an organization.

Content: Unit I (5 Sessions) Manufacturing Systems: Characteristics of Job shops, Flow shops and continuous Manufacturing systems, Make-

to- Stock, Make-to-Order, Engineer-to-Order and Project Systems of Manufacturing. Choice of Manufacturing

Strategy: Centralized Vs. Distributed Manufacturing, Outsourcing, Agile Manufacturing, World Class

Manufacturing.

Unit II (5 Sessions) Manufacturing Planning: Manufacturing Planning and Control System and its Components: Demand

Management, Aggregate Planning, Master Production Scheduling, MRP, Shop Order and Purchase Order

Management Systems. Workflow and Information Flows in Manufacturing Planning and Control Systems.

Unit III (5 Sessions) Demand Management: Demand Forecasting: Moving average and Exponential smoothing method. Order Booking,

Order Management, Distribution Requirements Planning (DRP), Production Requirements Planning,

Fundamentals of Advanced Planning System.

Unit IV (8 Sessions) Materials Requirement Planning: Concept and logic of MRP-I and MRP II, Capacity Requirement Planning, Shop

Order and Purchase Order Generation, Material Reservation System, Available To Promise (ATP) System and

Order Management, Advantages and Limitations of MRP, Handling Uncertainties in MRP. Scheduling lot sizes:

Wagner-Within, Silver-Meal and Part Period Balancing. Just in Time (JIT) System: JIT Flow Control; Philosophy,

Kanban System, Advantages and Limitations of JIT.

Unit V (7 Sessions) Optimized Production Technology (OPT): Theory of Constraints: Goldratt’s 10 Principles, Managing

Bottlenecks, DBR Scheduling, Lot Streaming, Advantages and Limitations of OPT. Scheduling of Jobs:

Scheduling Vs. Sequencing of Jobs, Measures of Effectiveness, Gantt Chart, Horizontal and Vertical Scheduling,

Sequencing of Jobs in single, 2 and 3 machines in Series and in Parallel, Dynamic Job Shop Scheduling.

SUGGESTED READINGS

1. Vollmann, T.E., Berry, W.L and Whybark, D.C. “Manufacturing Planning and Control, for Supply Chain

Management” Tata McGraw Hill, 2005, 5th

Edition.

2. Mukhopadhyay, Production Planning & Control: Text & Cases, PHI.

3. Bedworth & Bailey, “Integrated production Control Systems – Management Analysis & Design”, Wiley.

4. Buffa & Miller, “Production Inventory Systems, Planning & Control”, Irwin

5. Silver, E.A., Pyke, D.R and Peterson, R., “Inventory Management, Production Planning and Scheduling”,

Wiley, 1997.

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8. SUPPLY CHAIN MANAGEMENT- (POM202) Objective: The course aims at acquainting the students with different components of a supply chain, their

structure and interactions, the strategies and tactics of managing it efficiently and effectively.

Content: Unit I (7 Sessions) Supply Chain Foundations: Supply Chain as a network of entities: Role and interactions between the entities.

Value Chain Focus of Supply Chain. Impact of Supply Chain Management on Sales, Cost, Profit, Profitability,

Balance Sheet, Profit and Loss Account, and Customer Accounts Profitability. Centralized and Decentralized

Supply Chains: their coordination and aligning business activities.

Unit II (8 Sessions) Customer Orientation: Customer Satisfaction oriented Supply Chain Management strategy, Customer

segmentation, Customer requirements analysis, Aligning supply chain to customer needs: Quick response

logistics, Vendor Managed Inventory, Cross docking, Packaging Innovations, Third Party Logistic and Service

concepts and applications. Procurement Logistics: Source Identification: Global Vs. Domestic Sourcing, Landed

Cost Computation, Vendor Rating, Contract Negotiation, Consolidation, Self Certified Vendor Management,

Individual component Vs. Module Purchases. Vendor Development and Vendor Relationship Management,

Vendor Performance Monitoring.

Unit III (8 Sessions) Manufacturing Logistics Management: Lean and Agile Manufacturing, Virtual Manufacturing, Just-in-Time

Manufacturing, Lead-time Components and their Compression, Lot Streaming. Distribution Management:

Distribution Channels: Structure and Operation, Distribution Cost Components, Pipe line Inventory and Response

Considerations, Hub and Spoke Models, Cross docking, Carrier Selection, Vendor Consolidation, Vehicle Loading

and Vehicle Routing Methods.

Unit IV (7 Sessions) Important Issues in SCM: Reverse Logistics, Green Logistics, Global Logistics, Competitive Cooperation, Bull-

Whip Effect and its Management. Technology Driven SCM: Information sharing amongst Channel Partners, Point

of Sales Information Sharing, Inventory and Production Information Sharing, Technology Partnership, Global

Positioning System and its uses, Managing Inventory in Transit. SUGGESTED READINGS

1. DKAgarwal-Text Book of Logistics and Supply Chain Management-Macmillan

2. Ballou,., “Business Logistics/ Supply Chain Management”, Pearson

3. Bowersox D, Closs D, and Mixby Copper, M., “Supply Chain Logistics Management”, McGraw Hill,

2002.

4. Simchi - Levi, Kaminsky, Simchi – Levi, “Designing & Managing the Supply Chain”, 2nd

Edition, Tata

McGraw Hill.

5. Bozarth-Introduction to operations and Supply Chain Management-Pearson

6. Bowersox, D.J., “Logistical Management”, McGraw Hill, 2000.

7. Ballou, Remald H., “Business Logistics Management”, PHI

8. Christopher Martin, “Logistics & Supply Chain Management: Strategies for Reducing Costs and

Improving Services”, Pitman Publications

9. Gartona and Watters “Supply Chain Management”, Mc Millan Press

10. Sunil Chopra, Peter Meindl, “Supply Chain Management, Strategy, Planning, and Operations”, 2nd

Edition,

Pearson.

11. Altekar: Supply Chain Management: Concepts & Cases, PHI.

12. Chopra & Meindl: Supply Chain Management: Strategy, Planning & Operation, PHI.

13. Mohanty & Deshmukh, Supply Chain Management, Biztantra.

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9. QUALITY MANAGEMENT – (POM203)

Objective: This course aims at exposing the students to various facets of quality, its relevance to business and its

management.

Content: Unit I (8 Sessions) Quality: Concept and its relevance to business competitiveness, Product design, Services, Profitability and Cost.

Product Design: Customer Requirements Assessment, Quality Function Deployment, House of Quality, Offline

Design of Parameters and Specifications: Taguchi Method, Production Design, Online and Offline testing.

Unit II (7 Sessions) Statistical Quality Control: Principles of Control Charts: Control Charts for attributes and variables, Acceptance

Sampling Techniques, Seven basic tools of quality.

Unit III (7 Sessions) Total Quality Management: Juran’s and Deming’s Principles, Small group activities : Quality Circle, Suggestion

Scheme, Continuous Improvement, Project Team approach, Total Productive Maintenance, Design and monitoring

of small group activities.

Unit IV (8 Sessions) Quality Systems: ISO Systems, ISO Certification Schemes, Preparing an Organization for ISO Certification,

Baldridge, Deming, Tata Excellence and JIPM Award Systems, Role of Consultants.

SUGGESTED READINGS

1. Frank M, Gryna, Richard C. H. Chua, Joseph A. Defeo, “Juran’s Quality Planning & Analysis for

Enterprise Quality”, 5th

Edition, Tata McGraw Hill.

2. S.Nigama, Total Quality Management, Excel Books.

3. Dale H. Besterfield, Carol Besterfield-Michna, Glen H. Besterfield, Mary Besterfield-Sacre, “Total Quality

Management”, 3rd

Ed. Pearson.

4. Pete Pande and Larry Holpp, “What is Six Sigma?”, Tata McGraw Hill.

5. Gittow, H, Openheim A and Oppenheim R., “Quality Management”, McGraw Hill, 2004.

6. Zaidi, A., “SPC: Concepts, Methodologies and Tools”, Pearson.

7. Kanishka Bedi, “Quality Management”, Oxford.

8. Montgomery, D.C, “Introduction to Statistical Quality Control”, John Wiley and Sons, 1996.

9. Mukherjee, Total Quality Management, PHI.

10. B.Wakhlu, Total Quality, S. Chand.

11. Martin K Starr, Production & Operation Management, Biztantra.

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MARKETING ELECTIVES ====================================================================

7. SALES AND DISTRIBUTION MANAGEMENT - (PMM202)

Objective: Objective of this course is to acquaint the students with the concepts, tools and techniques of sales and

distribution management in Indian context. It will also expose the students with the current practices in the field.

Content: Unit I (7 Sessions) Personal Selling & Marketing Strategy: Sales Management. Personal Selling and Salesmanship, Setting Personal Selling Objectives and Formulating Personal Selling Strategies. Organizing the Sales Effort: The Effective Sales Executive. The Sales Organization, Sales Department Relationship. Distributive Network Relationship. Unit II (8 Sessions) Sales Force Management: Personnel Management in Selling Field. Recruiting and Selecting Sales Personnel.

Planning Executing and Evaluating Sales Training Programme. Motivating and Compensating Sales Personnel.

Managing Expenses of Sales Personnel. Sales Meeting and Contests. Controlling Sales Personnel - Evaluating and

Supervising. Controlling the Sales Efforts: The Sales Budgets. Quotas. Sales Territories. Sales Control and Cost

Analysis. Unit III (7 Sessions) Marketing Channel - Context: Marketing Channel - Structure and Function, Analytical Framework for Channel

Design and Implementation. Channel Design: Demand. Supply and Competition: Segmentation for Marketing

Channel Design: Service Outputs. Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis,

Channel Structure and Membership Issues. Gap Analysis. Vertical Integration: Owing the Channel. Unit IV (8 Sessions) Channel Implementation and Performance Measurement: Channel Power, Conflict Management, Implementing

Channel Decisions, Legal Issues in Distribution Management. Channel Institutions: Retailing, Wholesaling,

Logistics and Supply Management, Franchising, Non-Store Retailing and Electronic Channels. Contemporary

issues in sales and distribution management.

SUGGESTED READINGS

1. Still, R. R. & Cundiff, E. W., Govoni, N. A. P., Sales Management, Prentice Hall of India.

2. Coughlan A.T., Anderson E., Stern L.W and Ansary A.E., Marketing Channels, Pearson Education. 3. Donaldson B- Sales Management: Theory and Practice (Palgrave, 1998) 4. Sahu P K and Raut K C- Salesmanship and Sales Management (Vikas, 3

rd edition)

5. Spiro- Sales Management (Tata McGraw-Hill) 6. Davar R S- Salesmanship and Publicity (Vikas, 16

th edition)

7. Rama Mohana Raok Services Marketing (Pearson Education)

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8. INDUSTRIAL MARKETING - (PMM201)

Objective: The basic objective of this course is to lay a foundation for an understanding of the complex

dimensions of the pharmaceutical industrial marketing.

Content: Unit I (5 Sessions) Industrial Marketing: Nature and Scope of Industrial Marketing; Difference between Industrial Marketing and

Consumer Marketing, Nature of Demand in Industrial Markets.

Unit II (10 Sessions) Industrial Buyer Behaviour; Industrial Purchasing; Marketing Research and Market Information Systems;

Segmentation of Industrial Markets; Technology and the Industrial Markets, Product Decisions and Strategies;

Industrial Services; Industrial Pricing.

Unit III (9 Sessions) Distribution and Channel Relationships; Logistics Management; Industrial Marketing Communication; Sales

Force Management; Industrial Marketing Strategy, Planning and Implementation.

Unit IV (6 Sessions) Research Project: Each student will prepare a project report on marketing strategy adopted by pharmaceutical or medical equipment manufacturer and sellers. The strategy will address 4P of marketing.

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9. CONSUMER BEHAVIOUR - (PMM203)

Objective: The basic objective of this course is developing an understanding about the consumer decision-

making process and its application in marketing function of firms.

Content: Unit I (8 Sessions) Nature and scope of consumer behavior, the application of consumer behavior principles to strategic marketing.,

Consumer Decision Making: four views of consumer decision making- Economic man, Cognitive man,

Emotional man, Passive man Consumer Decision process, Factors influencing consumer decision making process,

Comprehensive models of consumer decision making: Nicosia Model, Howard-Sheth model, Engel-Kollat-

Blackwell model Sheth’s Family decision making model. Unit II (8 Sessions) Individual determinants of behavior: Personality, Perception, Attitudes (Structural models of attitudes: Tri-

component attitude model, multi attribute model, the measurement of attitudes-scaling techniques and projective

techniques), learning and motivation. Unit III (7 Sessions) Group influence (the influence of Culture & sub culture, Characteristics of Culture, The measurement of culture),

Social Class: The measurement of social class, reference group and family, Family life Cycle (FLC), Lifestyle

profiles of the social class(AIO & VALS), Consumer Psychographics: Constructing a psychographic inventory,

application of psychographic analysis, Opinion Leadership Process : Measurement of opinion leadership. Unit IV (7 Sessions) Consumer Research, Diffusion of Innovations: The diffusion process, the adoption process, A profile of the

consumer innovator. Consumer Behavior Applications for Profit and Not - For - Profit organization.

SUGGESTED READINGS:

1. Leon G. Schiffman & Leslie Lazar Kanuk: Consumer Behavior, Pearson PHI.

2. Batra & Kazmi, Consumer Behavior, Excel Books.

3. Hawkins, Best & Concy, Consumer Behaviour, Tata McGraw Hill.

4. Peter. D. Bennett Harold H. Kassarjian: Consumer Behaviour (PHI).

5. Srivastava, Khandoi, Consumer Behaviour, Galgotia publications.

6. M.S.Raju & Dominique. Xardel, Consumer Behaviour, Vikas Publications.

7. Loudon & Della Bitta, Consumer Behavior, Tata McGraw Hill,

8. Soloman, Consumer Behaviour: Buying, Having and Being, Pearson / PHI.

9. Kardes, F.R. Consumer Behaviour and managerial Decision making, Pearson

10. Nair – Consumer Behaviour and Marketing Research , Himalaya.

11. H.Assael, Consumer Behavior, Biztantra.

12. Jain & Bhatt, Consumer Behaviour, S. Chand.

13. Alok,Sinha & Sharma, Customer Relationship Management, Biztantra.