AC 10/02/12 Item No. 4.33

SYLLABUS FOR THE S.Y.B.COM / B.A. 

PROGRAM : B.COM / B.A. 

COURSE : ADVERTISING (APPLIED COMPONENT) 

 

 

Semester Based Credit and Grading System 

w.e.f. the Academic year 2012 ‐ 2013 

   

UNIVERSITY OF MUMBAI

Syllabus for the M.Com. (Part-I) Program: M.Com

Course: Business Economics

(Credit Based Semester and Grading System with effect from the academic year 2012–2013)

M. Com. Part I: ECONOMICS OF GLOBAL TRADE AND FINANCE 

SYLLABUS FOR SEMESTERS I AND II 

Preamble: 

The syllabus of M. Com Part 1 is designed to acquaint the students with the various aspects of International  Trade,  Commercial  Policy  and  Global  Finance  as  well  as  recent  trends  and developments in international trade. 

Semester – I 

Module I: Commercial Policy: 

Tariff  and  Non‐tariff  barriers,  Miscellaneous  Protection  Techniques  –  Dumping,  Subsidies, Cartels and Commodity Agreements.                                                                                 (15 Lectures) 

Module II: Economics of Integration: 

Types  of  integration  (EU,  NAFTA,  APEC,  ASEAN,  and  SAARC):  Achievements  and  Future prospects, Regionalism Vs. Multilateralism                                                                        (15 Lectures) 

Module III: Trends in World Trade, WTO and Developing Countries: 

Recent Trends in Global Trade ‐ Contentious issues – Agriculture and Market Access, Trade and Environmental issues, Dispute Settlement Mechanism.                                                   (15 Lectures) 

 

Semester – II 

Module IV: Balance of Payments Adjustment: 

Foreign Trade Multiplier and Global Repercussions – BOP and Policy Mix: Role of Monetary and Fiscal Policy in BOP – Trade‐off between Internal and External Balance (Mundell and Flemming Model)                                                                                                                                        (15 Lectures) 

Module V: Foreign Exchange Market: 

Flexible  Exchange  Rate,  Currency  convertibility,  Significance  of  foreign  exchange  reserves, Exchange  risks, Global  linkage of  foreign exchange markets, Open  and Closed:  Interest Parity  Conditions  ‐  Euro  Currency  Markets  ,  Euro  Equity  and  Euro  Bonds  Markets  –  Nature  and Characteristics.                                                                                                                        (15 Lectures) 

Module VI: International Factor  Movements: 

Movement of labourbetween countries – Trends in Migration, International capital movements – Role and impact of foreign capital, Types and factors, Role of MNCs, Changing role of the IMF in the emerging international scenario.                                                                               (15 Lectures) 

References 

1. Changing Patterns of Global Trade, INTERNATIONAL MONETARY FUND: Prepared by the Strategy, Policy, and Review Department, 15, 2011. 

2. Doha and Beyond: The Future of the Multilateral Trading System Author: Mike Moore (Ed.)Publisher: Cambridge University Press, 2004. 

3. Economic Geography: The Integration of Regions and Nations Author: Pierre‐PhilippeCombes, Thierry Mayer, Jacques‐Francois ThissePublisher: Princeton University Press, 2008. 

4. EU Trade Strategies : Regionalism and Globalism Author: Vinod K. AggarwalPublisher: Palgrave Macmillan, 2004. 

5. Introduction to International Economics Author: Dominick Salvatore Publisher: John Wiley & Sons, 2011 

 6. International Economics: Theory and Policy (9th Edition) [Hardcover] Paul R. Krugman 

(Author), Maurice Obstfeld , Pearson Education, 2008.  

7. International Economics, Robert C. Foenstra& Alan M. Taylor, Wath Publishers, USA.  

8. Labour Movement: How Migration Regulates Labor Markets Author: HaraldBauder Publisher: Oxford University Press Inc, USA, 2006. 

9. Labour Movement: How Migration Regulates Labor Markets Author: HaraldBauder Publisher: Oxford University Press Inc, USA, 2006. 

 10. Macroeconomics 8/e [Hardcover] RudigerDornbusch(Author), Stanley Fischer(Author), 

Startz(Author), Richard Startz(Editor)  

11. Mithani&Jhingan, International Economics, S.Chand& Co. 

12. Peter Kenen: The International Economy, (4ed.) Cambridge University Press, 2000. 

13. Bo Sodersten, International Economics. 

  

Internal and External Semester Examination for Semester I and II.   

Internal Examination: Project Work. Topics will be based on the syllabus. (Total 40 Marks)  

20 Marks for the Documentation 

10 Marks for Presentation 

10 Marks Viva. 

External Examination: Question Paper Pattern for Semesters I and II. (Total Marks 60)   There will be  four questions  in all. All  the questions are COMPULSORY and will have  internal choice.The question paper will be of 60 marks and 2 hours duration.  Q1. Module I (Total marks 14)  Q1 - A OR B Attempt any one. (In case of sub questions 7 marks each.)  Q2. Module II (Total marks 14)  A OR B Attempt any one. (In case of sub questions 7 marks each.)  Q3. Module III (Total marks 14)  A OR B Attempt any one. (In case of sub questions 7 marks each.)  Q4. Write explanatory notes – Attempt Any Two: (Total -18 marks)    Three explanatory notes: A , B and C (One on each module – 9 marks each).  

  

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AC 29/4/13 Item no. 4.107

  

 

University of Mumbai

NAAC ACCREDITED

SYLLABUS FOR Sem – I & II

Program- M.COM Course- STRATEGIC MANAGEMENT - I & II (Compulsory Course)

Credit Based Semester and Grading System

w.e.f. the Academic year 2013 - 2014   

2

Credit Based Semester and Grading System w.e.f the Academic year 2013-14

M.com (SEM- I) Compulsory Course I

Strategic Management - I

Course Objectives 1. To introduce the subject of Strategic Management to the students and make them understand

its process, and levels. To help students identify and link Strategy formulation and

implementation with environmental analysis

2. To provide information pertaining to business, corporate and global reforms taking place

globally and familiarizing the students to new formats of the market

3. To acquaint the students with knowledge of disaster management to handle critical situations

through practical application of strategies of control and prevention

4. To outline and illustrate how the market for corporate strategy and control is related to

corporate governance and help students relate their knowledge of India context to emerging

trends of the global world

5. To develop learning and analytical skill of the students to solve business cases and provide

Strategic solutions

3

SEMESTER- I Module: I - Introduction to Strategic Management

(10 Lectures)

1. Define Strategy, Strategic Management Process

2. Levels of Strategies- Corporate, Business and Operational level, Types of Strategies-

Functional Strategies, H. R Strategy, Marketing strategy, Financial Strategy, Operational

Strategy

3. Benefits and Risks of Strategic Management

4. Formulation of Strategy and Strategic Implementation

5. Business Environment, Components of Environment, Environmental Scanning, Analysis

of Strategies and Choice of Strategy

Module: II – Business, Corporate and Global Strategies: Practices and Issues

(15 Lectures)

1. Introduction to Corporate Restructuring, Need for corporate restructuring and forms of

corporate restructuring

2. Evaluation of Strategic Alternatives, Types of Strategic Alternatives like Portfolio

Analysis and its techniques, SWOT Analysis, Profit Impact of Market Strategy (PIMS)

3. Strategic Change, Corporate Renewal, Internal and External causes of Organizational

failures

4. Culture of Organization, Management of Strategies and Cultures

5. Strategies for Foreign Direct Investment and International Trade in India

Module: III – New Emerging Strategies in Information Communication Technology (ICT)

(15 Lectures)

1. Concept of Outsourcing, Strategic Reasons of growing Outsourcing in India

2. Meaning of Management Information system (MIS), Strategic MIS, Characteristics of

Strategic MIS System and Barriers to Successful Development of Strategic MIS System

3. Business firms using Information Technology for creating Strategic Advantages –

Reengineering Business Processes, Virtual Company Strategies, knowledge creating

Company

4. Emerging Strategies in Telecommunication Sector

4

M.com (SEM- II) Compulsory Course II

Strategic Management - II

SEMESTER- II Module: I - Disaster Management: The Development Perspective, Concerns and

Strategies (15 Lectures)

1. Disaster Management Strategies in Global Context

2. Strategic ways of managing disasters at the National, State, District levels in India

3. Challenges of Disaster Management and Governance in India

4. Economic Losses due to disasters- Issues and Strategies

5. Strategies for preventing disasters and Preparedness Measures

6. Strategies to cope with Disasters

Module: II– Strategic Alliances, Corporate Strategy and Corporate Governance (15 Lectures)

1. Meaning of Strategic Alliances, Types and Structure

2. Problems in Indian Strategic Alliances

3. Meaning of Corporate Strategy, Corporate Level Strategies- Mergers and Acquisitions,

Takeovers, Joint Ventures, Diversification, Turnaround, Liquidation

4. Relationship Between International Strategy and Corporate strategies

5. Corporate Governance Principles and Practices in India

6. Corporate Governance Practices around the World

Module: III - Emerging Trends in Global Business Environment

(10 Lectures)

1. Strategies for growing green economies

2. Strategies for Governing Public Private Participation of Business Sector in India

3. Meaning of Corporate Social Responsibility (CSR), Strategies of linking CSR with Profit

and Sustainability for obtaining business benefits

4. Strategies for Environmental Accounting and Auditing

5

Case Preparation and Analysis Applying the Semester II Modules I, II and III of Strategic management techniques and

applications, cases can be illustrated and more detailed comprehension and analysis of the

cases can be done by the students with the guidance of the subject teacher. The cases can be

further represented by recommendations and suggestions by the students so that the

students are exposed to creative analysis, critical thinking, accurate observations and

developing learning skills.

Question Paper pattern I - Semester End Examination

Marks: 60 Duration: 2 hours Note: 1. All Questions are Compulsory 2. Figures to the right indicate marks

Q.1 Compulsory Question. (No internal Option). Including Module I, II and III (20 marks)

Q.2 Answer Any Two from the Following (Out of Three Modules) (20 marks)

Q.3 Answer Any Two from the Following (Out of Three Modules) (20 marks)

II - Semester End Examination

Marks: 60 Duration: 2 hours Note: 1. All Questions are Compulsory 2. Figures to the right indicate marks

Q.1 Compulsory Question. (No internal Option). Including Module I, II and III (20 marks)

Q.2 Answer Any Two from the Following (Out of Three Questions) (20 marks)

Q.3 Answer Any Two from the Following (Out of Three Questions) (20 marks)

Note: Question No.3 in Semester II Exam will include sub question on case study as

optional

6

References

1. Strategic Management, A Dynamic Perspective -Concepts and Cases – Mason A.

Carpenter, Wm. Gerard Sanders, Prashant Salwan, Published by Dorling Kindersley

(India) Pvt Ltd, Licensees of Pearson Education in south Asia

2. Strategic Management and Competitive Advantage-Concepts- Jay B. Barney, William S.

Hesterly, Published by PHI Learning Private Limited, New Delhi

3. Globalization, Liberalization and Strategic Management - V. P. Michael

4. Business Policy and Strategic Management – Sukul Lomash and P.K Mishra, Vikas

Publishing House Pvt Ltd, New Delhi

5. Strategic Management – Fred R. David, Published by Prentice Hall International

6. Business Policy and Strategic Management – Dr Azhar Kazmi, Published by Tata

McGraw Hill Publications

7. Strategic Management- Bern Banerjee

8. Business Policy and Strategic Management- Jauch Lawrence R & William Glueck

Published by Tata McGraw Hill

9. Strategic Management- Thomas L. Wheelers & J David Hunger Addison, Wesley

publishers

10. Strategic Management – A Multi Perspective Approach, Edited by Mark Jenkins &

Veroruque Ambrosini Palgrave

11. Strategic Management: Competitiveness & Globalisation- Michael Hilt and R. Duane

Ireland, Robert E. Hoskisson South, Published by Western Thomson Learning

12. Strategic Management- John A. Pearce II & Richard b. Robinson Jr. A.I.T.B.S, Delhi

13. Business Policy and Strategy- Concepts & Readings – Daniel McCarthy, Robert

Minichiello, Joseph Curran, Published by All India Traveller Bookseller

14. Public Enterprise Management and Privatisation – Laxmi Narain Published by S.Chand

& Company Ltd, New Delhi

15. Business Organisation – Rajendra P. Maheshwari, J.P. Mahajan, Published by

International Book House Pvt Ltd

16. Disaster Management Strategies- A Global Perspective- Deolankar Vivek, Published by

Commonwealth Publishers, New Delhi

17. Disasters and Development- Cuny Fred C, Published by Oxford University Press, Oxford

7

18. At Risks Natural Hazards, People’s Vulnerability and Disasters- Wisner Ben P. Blaikie,

T Cannon and I.davis, Published by Wiltshire Routledge

19. Mergers, Acquisitions and Corporate Restructuring – Strategies and Practices- Rabi

Narayan Kar, Published by International Book House Pvt Ltd, Mumbai

20. Working Class Movement in India in the Wake of Globalisation Edited by Jose George,

Manoj Kumar, Dharmendra Ojha, Published by Manohar Publishers & Distributors, New

Delhi

21. Labour Market and Institution in India- Shuji Uchikawa, Published by Manohar

Publishers & Distributors, New Delhi

22. Globalisation, Labour Market & Inequality- Muzumdar and Sarkar

23. Industrial Relations – Arun Monappa, Published by Tata McGraw Hill Publishing Co,

New Delhi

24. Industrial Relations in India Edited by E A Ramaswamy, Published by Macmillian Co of

India Ltd, Mumbai

25. Trade in Early India- Edited by Ranabir Chakravarti, Oxford in India Readings

26. Corporate Social Responsibility in India: A study of Management Attitudes, C. Gopala

Krishna, Mittal Publications, New Delhi

27. Corporate Excellence through Corporate Governance, Contemporary Practices and

Prognosis, Backgrounds Papers, Presentations and Proceedings - Edited by Dr. P.

Asthana, Published By ICSI-Centre for Corporate Research and Training, Navi

Mumbai

28. Corporate Excellence - Manu Agarwal, Kalpaz Publications, Delhi

29. The Mechanisms of Governance - Oliver E. Williamson , Oxford University Press, New

York

30. Emerging Multinationals: The rise of New Multinational Companies from emerging

economies – Pricewaterhouse Coopers.

31. International Business, Charles Hill

32. Foreign Direct Investment in India – Policies, conditions and process by Niti Bhasin,

New Century Publication, 2012

33. Foreign Direct Investment- Global Financial Crisis by A. Rais Ahmed, New Century

Publication, 2013

8

34. Crisis Management Challenges And Responses By Prof Mukesh Bhatia, Regal

Publication, New Delhi

35. Strategic Management- Awareness and Change, John. L. Thompson, Internal Thomson

Business Press

36. Gaining and Sustaining Competitive Advantage, Jay B. barney, Eastern economy Edition,

PHI Learning Pvt Ltd, New Delhi

37. Strategic Management by Prof N.H. Mullick, Enkay Publishing House New Delhi

38. Public Sector Perspective, by Dr M.Veerappa Moily

39. The Impact of Private sector participation in Infrastructure- Lights, shadows and the

Road ahead by Andres, Luis, Guasch, luis, J. Thomas, Haven & Foster, World Bank,

Washington

40. Corporate Sector and Public Relations Today, Jacksons MK, Cambridge, London

41. E-business A Management Perspective- Jonathan Reynolds, Indian Edition, Oxford

University Press

42. Quality of Service in Telecom Sector : Users Perception- Assessment- Chalam G.V,

ICFAI University Journal of Management Economics, Vol.34, Issue 2, pages 77-93

43. Modeling and Navigation of Large Information Space: A Semantic Based Approach-

Ram. S. Shankaranarayanan G, 1999

44. Management Information System – An Insight by Hitesh Gupta, International Book

House Pvt Ltd Publication, Mumbai

AC 27/6/2013 Item no. 4.35 REVISED SEMESTERISED SYLLABUS M.COM PART I BUSINESS MANAGEMENT PAPER I 2013-2014 HUMAN RESOURCE MANAGEMENT Learning outcomes:

1) Understand the value and importance of human resources in an organization

2) Appreciate the need for a dedicated department to manage human resources

3) Analyse the ways and means of hiring and appraising human resources

4) Apply information technology in HRM SEMESTER - I MODULE I Introduction to Human Resources Management

a) HRM –Meaning, Importance and Evolution b) Context of HRM practices-Environmental influences c) HRM department as an integral part of organizations- d) Objectives of HRM department e) HRM in global setting

MODULE II Human Resource Planning

a) Role of HRP- Factors affecting HRP b) Steps in HRP c) Information Management in HRP-Importance of Human Resource Information

System d) Job Analysis-Process-Tools and Techniques e) Psychological and Behavioural Issues in HRP

MODULE III Recruitment and Selection

a) Purpose, Importance and Sources of Recruitment-Factors governing recruitment process

b) Tools of selection and Selection Process c) Inducting and Placing the new recruits d) Role of recruitment agencies

M0DULE IV Appraising and Managing Performance a) Introduction-definition, objectives, need and importance of

Performance Appraisal b) Process of Performance Appraisal c) Traditional and Modern Techniques of Performance Appraisal-

d) Limitations of Performance Appraisal e) Ethical aspects in Performance Appraisal

Recommended books : 1. Management of Human Resource (A Behavioural approach to personnel) by Darovedo R.S. / Oxford and IBH Publishing Co., New Delhi – 1952. 2. Personnel Management (Management of Human Resources) by Dr. C.B. Mamoria/Himalaya Publishing House, Bombay – 1980 3. Designing and Managing Human Resource Systems by Udai Pareek and T. Vnkateswara Rao / Oxford and IBH Publishing Co. New Delhi – 1981 4. Managing Human Resources, Productivity, Quality of work life, profits by Wayne F Cascio / McGraw Hill International Editions – 1986 5. Dynamic Personnel Adminsitration – Management of Human Resources by M. N. Rudrabosava Raj / Himalaya Publishing House, Bombay – 1979 6. Personnel – the human problems of Management George Strauss, Leonard R Sayles / Prentice Hall of India Pvt. Ltd. – New Delhi – 1985 7. What is needed to perform the personnel function successfully (Personnel and Human Resources Administration) 8. Resource Development by Richard D Irwin, U.B. Singh / Rawat Publications, New Delhi – 1992. 9. Personnel / Human Resource Management by Terry L Leap and Michael D Crino / acmillan Publishing Co.- New York, 1990 10. Hand book of Human Resource Management by Nadley Leonard, John Wileys and Sons – 1984. 11. Human Resource Development – The Recent Experience by Sievera 12. Readings in Human Resource Development by T V Rao 13. Recent Experience in HRD by T V. Rao and D Perera 14. Training for Development by Perera and Linton

Question Paper Pattern 

Q 1 Answer any two out of three (Module/Para I) 15 marks Q 2 Answer any two out of three (Module/Para II) 15 marks Q 3 Answer any two out of three (Module/Para III) 15 marks Q 4 Answer any two out of three (Module/Para IV) 15 marks

REVISED SEMESTERISED SYLLABUS M.COM PART I BUSINESS MANAGEMENT PAPER I 2013-2014 HUMAN RESOURCE MANAGEMENT Learning outcomes:

1) Understand the value and importance of human resources development

2) Appreciate the need for a succession planning 3) Organize various employee centered programmes and measures 4) Become innovative in managing human resources

SEMESTER – II MODULE I Training and Development

a. Training-need, objectives and importance of training, b. Need and importance of Management Development Programme, c. Designing an Effective Training and Development Programme, d. Evaluation of the Effectiveness of Training Programmes, e. Challenges before a Trainer,

f. Self Development Mechanism, Knowledge Enrichment and Career Advancement

MODULE II Succession Planning :

a) Need for Succession planning with special reference to family oriented enterprises and professionally managed organizations

b) Culture as a factor in Succession Planning c) Problems and Issues in Succession Planning at different levels in

organisations d) Grievance Procedure and Resolving Disputes

MODULE III Health and Safety Aspects of HRM :

a) Organisational commitment towards safety and health of human resource b) Safety measures and safety programmes c) Ensuring mental and physical health d) Stress and its impact on job performance-managing stress at work e) Employee welfare as organizational mission

MODULE IV Recent trends in Human Resources Management

a) ‘Work –Life balance’ as an important component of HRM b) Corporate Social Responsibility and HRM c) HRM issues related to BPO-KPO-Organizational Restructuring d) Innovative Employee Incentive Schemes in Global Scenario

Recommended books : 1. Management of Human Resource (A Behavioural approach to personnel) by Darovedo R.S. / Oxford and IBH Publishing Co., New Delhi – 1952. 2. Personnel Management (Management of Human Resources) by Dr. C.B. Mamoria/Himalaya Publishing House, Bombay – 1980 3. Designing and Managing Human Resource Systems by Udai Pareek and T. Vnkateswara Rao / Oxford and IBH Publishing Co. New Delhi – 1981 4. Managing Human Resources, Productivity, Quality of work life, profits by Wayne F Cascio / McGraw Hill International Editions – 1986 5. Dynamic Personnel Adminsitration – Management of Human Resources by M. N. Rudrabosava Raj / Himalaya Publishing House, Bombay – 1979 6. Personnel – the human problems of Management George Strauss, Leonard R Sayles / Prentice Hall of India Pvt. Ltd. – New Delhi – 1985 7. What is needed to perform the personnel function successfully (Personnel and Human Resources Administration) 8. Resource Development by Richard D Irwin, U.B. Singh / Rawat Publications, New Delhi – 1992. 9. Personnel / Human Resource Management by Terry L Leap and Michael D Crino / acmillan Publishing Co.- New York, 1990 10. Hand book of Human Resource Management by Nadley Leonard, John Wileys and Sons – 1984. 11. Human Resource Development – The Recent Experience by Sievera 12. Readings in Human Resource Development by T V Rao 13. Recent Experience in HRD by T V. Rao and D Perera 14. Training for Development by Perera and Linton

Question Paper Pattern 

Q 1 Answer any two out of three (Module/Para I) 15 marks Q 2 Answer any two out of three (Module/Para II) 15 marks Q 3 Answer any two out of three (Module/Para III) 15 marks Q 4 Answer any two out of three (Module/Para IV) 15 marks  

AC 7/6/2013 Item no. 4.34

University of Mumbai

M.Com Part I

Revised Syllabus of Business Management Group-Paper II

Marketing Strategies and Plans

(w.e.f. Academic Year 2013-14)

Semester I

Learning outcomes:

1) Understand the meaning and importance of strategic marketing and planning

2) Appreciate the need for understanding the marketing environment and analyze how the environmental factors impact the marketing practices and performance of organizations

3) Understanding the need and importance of creating value for customers

4) Gain insights into the impact of competition, how companies deal with competition and brand related concepts

Module I: Understanding Strategic Marketing and Planning

a) Marketing Strategy- Definition, significance and conditions for the success of a Marketing Strategy

b) Three strategy levels (Corporate/business/functional level strategies) c) Steps in developing marketing strategies and plans d) Contents of a marketing plan

Module II: Marketing Environment Analysis

a) Understanding Marketing Environment, macro trend analysis (demographic, socio-cultural, technological, regulatory and natural environment) and internal micro analysis

b) Assessing industry attractiveness with Porter’s five forces model c) Components of modern MIS d) Marketing research-meaning and process

Module III: Connecting with Customers

a) Creating Customer value, Satisfaction and Loyalty, Customer Perceived Value (CPV), Customer Life Time Value, Total Customer Satisfaction and measuring customer satisfaction

b) Steps in customer value analysis c) Ways of increasing value of the customer base d) Process of attracting and retaining customers e) Marketing activities for building loyalty f) Customer Relationship Management-Meaning, benefits and challenges

Module IV: Dealing with Competition and Building Strong Brands

a) Competitive forces, process of identifying and analyzing competitors b) Strategies of market leaders, challengers, followers and nichers c) Brands and branding: Definition, role of brands, brand loyalty, brand preference d) Brand Equity-meaning and importance e) Brand elements-meaning and criteria for choosing brand elements

Recommended Books

1. Philip Kotler, Kevin lane Keller, Abraham Koshy and Mithileshwar Jha (2009). Marketing Management-A South Asian Perspective: Thirteenth Edition. New Delhi: Pearson Education

2. V.S. Ramaswami and S Namakumari (2009).Marketing Management-Global Perspective Indian Context: Fourth Edition. New Delhi: Macmillan India

3. Rajan Saxena (2010). Marketing Management: Fourth Edition. New Delhi: Tata McGraw-Hill

4. H. Peeru Mohamed & A. Sagadevan (2007). Customer Relationship Management: A Step-by-Step Approach. New Delhi: Vikas Publishing House

5. R. Ramachandran (2010). Customer Relationship Management. New Delhi: Serials Publications

6. William Stanton, Etzel Michael J, Walker Bruce and Stanton William (2004). Marketing: Thirteenth Edition. New Delhi: Tata McGraw-Hill

7. Philip Kotler (2002). Framework for Marketing Management. New Delhi: Pearson Education

8. Michael Porter (1985) Competitive Advantage: Creating and Sustaining Superior Performance. New york: Free Press

9. Fred R. David. Strategic Management: Concept and Cases New Delhi: Prentice Hall

10. Azhar Kazmi (2008). Strategic management and Business Policy: Third Edition. New Delhi: Tata McGraw-Hill

11. Francis Cherunilam (2010). Business Policy and Strategic management: Third Edition. Mumbai: Himalaya Publishing House

Question Paper Pattern for M.Com Part I-Semester I

Total Marks: 60

Duration: 2 Hours 

Q 1 Answer any two out of three (Module I) 15 marks Q 2 Answer any two out of three (Module II) 15 marks Q 3 Answer any two out of three (Module III) 15 marks Q 4 Answer any two out of three (Module IV) 15 marks

Semester II

Learning outcomes:

1) Understand the strategies adopted for managing products through the life cycle and the basics of new product development and adoption

2) Gain insights into how companies price their products. Understand types and role of marketing intermediaries and the basics of logistics

3) Understand the process of marketing communications and management of Integrated Marketing Communication

4) Understand the recent trends in marketing and appreciate the need for and types of marketing control

Module I: Product Strategies and New Market Offerings

a) Designing product strategies and managing through the life cycle b) New product development process c) Factors contributing to new product development d) Challenges in new product development e) Consumer adoption process

Module II: Pricing and Marketing Intermediaries

a) Pricing strategies b) Steps in setting the price c) Initiating price cuts and price increases-reasons and impact on competitors’ pricing and

buyers d) Retailing-meaning and types of retailers e) Wholesaling-meaning and functions of wholesalers f) Logistics-meaning and market-logistics decisions (order processing, warehousing,

inventory and transportation)

Module III: Marketing Communication and Integrated Marketing Communication (IMC)

Marketing communication-Meaning and the process of developing effective marketing communications

a) Integrated Marketing Communication-meaning and managing the IMC process

b) Managing communication and promotion tools-the recent trends and tools used in advertising, PR, sales promotion, personal selling and direct marketing

Module IV: Managing Marketing for the Long Run and Marketing Control

a) Recent trends in marketing practices: use of technology in marketing, socially responsible marketing, new consumer capabilities and company capabilities

b) Steps involved in creating a market and customer focused company c) Organising the marketing department d) Types of marketing control

Recommended Books

1. Philip Kotler, Kevin lane Keller, Abraham Koshy and Mithileshwar Jha (2009). Marketing Management-A South Asian Perspective: Thirteenth Edition. New Delhi: Pearson Education

2. V.S. Ramaswami and S Namakumari (2009).Marketing Management-Global Perspective Indian Context: Fourth Edition. New Delhi: Macmillan India

3. Rajan Saxena (2010). Marketing Management: Fourth Edition. New Delhi: Tata McGraw-Hill

4. Blakeman Robyn (2010). Integrated marketing Communication Creative Strategy from Idea to Implementation. New Delhi: Pinnacle

5. William Stanton, Etzel Michael J, Walker Bruce & Stanton William (2004). Marketing: Thirteenth Edition. New Delhi: Tata McGraw-Hill

6. Philip Kotler (2002). Framework for Marketing Management. New Delhi: Pearson Education

7. Michael Porter (1985) Competitive Advantage: Creating & Sustaining Superior Performance. New York: Free Press

8. Fred R. David. Strategic Management: Concept & Cases New Delhi: Prentice Hall

9. Azhar Kazmi (2008). Strategic management & Business Policy: Third Edition. New Delhi: Tata McGraw-Hill

10. Francis Cherunilam (2010). Business Policy and Strategic management: Third Edition. Mumbai: Himalaya Publishing House

Question Paper Pattern for M.Com Part I-Semester II

Total Marks: 60

Duration: 2 Hours

Q 1 Answer any two out of three (Module I) 15 marks

Q 2 Answer any two out of three (Module II) 15 marks

Q 3 Answer any two out of three (Module III) 15 marks

Q 4 Answer any two out of three (Module IV) 15 marks