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TAMIL NADU OPEN UNIVERSITY

SCHOOL OF MANAGEMENT STUDIES

BBA – (MARKETING MANAGEMENT) PROGRAMME

SYLLABUS

Course Code Course Title Credit

I YEAR

BFTM 11 Tamil 6

BFEG 11 English 6

BBAM 11 Principles of Management 6

BBAM 12 Financial & Management Accounting 8

BBAM 13 Business Communication 6

II YEAR

BBAM 21 Elements of Insurance 8

BBAM 22 Managerial Economics 6

BBAM 23 Marketing Management 6

BBAM 24 Personal Selling & Salesmanship 6

BBAM 25 Product Management 6

CCE Environmental Studies 6

III YEAR

BBAM 31 Sales & Distribution Management 6

BBAM 32 Advertising & Sales Promotion 6

BBAM 33 Services Marketing 6

BBAM 34 Retail Marketing 8

BBAM 35 Marketing Research 6


TAMILNADU OPEN UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

BBA (MARKETING MANAGEMENT) PROGRAMME

BBA (Marketing Management) would emphasize the study and creation of business

application to market products and services to meet the growing demand of

marketing personnel across the globe. This unique programme is offered through

distance mode with the following objectives :

To acclimatize the students about the environment of marketing and

consumer behaviour.

To Understand the dynamics and complexities in the field of marketing in the

emerging global context.

To acquire professional skills in using appropriate promotional techniques in

marketing products and services.

REGULATIONS

DURATION STREAM ELIGIBILITY AGE Min Max

Formal 10+2 or Equivalent -- 3 Years 8 Years

Non formal BPP from any open University or BPP of TNOU to be completed along with other courses.

Minimum

18 years 3 Years 8 Years

MEDIUM OF INSTRUCTION ENGLISH & TAMIL

Formal Non Formal ANNUAL PROGRAMME FEE Rs. 2000/- Rs.2500/-

SCHEME OF EVALUATION Continuous Assessment 25 Marks

Term End Examinations. 75 Marks

Total 100 Marks PASSING MINIMUM

A candidate who obtains not less than 26 marks out of 75 marks in each course in the Term

End Examination and 40% marks in the aggregate of both Term End Examination and


Continuous Assessment shall be declared to have passed.


CLASSIFICATION OF CANDIDATES Candidates who pass all the major subjects shall be classified as follows:

FIRST CLASS Candidates securing 60 percent and above of the marks in the aggregate

shall be placed in the First Class.

SECOND CLASS

Those who have obtained less than 60 percent but not less than 50

percent of the marks in the aggregate shall be placed in the Second

Class.

THIRD CLASS Those who obtain less than 50 percent but not less than 40 percent of the

marks in the aggregate shall be placed in the Third Class.

Candidates who have obtained not less than 75 marks in the aggregate shall be declared to

have passed with Distinction

PATTERN OF QUESTION PAPER

The pattern of the University Examinations Question Paper for all the courses will be

as follows:

For all theory papers the University Examinations is for 75 marks, with a break up

of 15 marks for Section A and 60 marks for Section B.

Details as follows.:

a) Section A shall consist of short answer questions (answer for each question not

to exceed one page), carrying five marks each. The candidates have to answer

any three out of five questions from Section-A.

b) Section B shall consist of Essay type questions/problems carrying fifteen marks each. The candidates have to answer any four out of seven questions from Section – B.


I YEAR


BBAM 11 PRINCIPLES OF MANAGEMENT

BLOCK I

Management – Features, functions – Management as an art, science, profession –

Evolution of management thoughts.

BLOCK II

Planning – Process, importance, nature and scope, types, steps in Planning.

Objectives, Policies, Procedures, Strategy.

Decision making – Types of decisions, difficulties in decision making – Management

by Objectives.

BLOCK III

Organising – Features, importance – Principles of organizations – types –

Organisation structure – Delegation – Span of control – Line and staff relationship –

Use of staff units and committees.

BLOCK IV

Staffing – Sources of recruitment – Selection process – Training. Directing – Nature

and purpose – Communication process.

BLOCK V

Need for Coordination – Controlling – Importance and functions of control – Control

process – Budgetary and non- budgetary control.

BOOKS RECOMMENDED

Management Process - Rustom Davar

Principles of Management - L.M. Prasad

Business Management - Dinkar & Pagare

Essentials of Management - Koontz & O Donnell

Principles of Management - Sherlekar


BBAM 12 FINANCIAL AND MANAGEMENT ACCOUNTING BLOCK I

Financial Accounting – meaning –objectives - scope of financial accounting. Basic

Accounting concepts –

Double Entry Book-Keeping -Journal - Ledger and Subsidiary books – cash book-

purchase book –sales book- sales returns book - purchase returns book.

BLOCK II

Preparation of Trial Balance - Rectification of errors – Manufacturing - Trading –

Profit and loss account – Balance sheet

BLOCK III

Management accounting – Meaning and scope - Ratio analysis – Nature of analysis

– Classification of ratios – Liquidity, Profitability, Turnover and Capital structure ratio

– Interpretations

BLOCK IV

Fund flow analysis – Concept of funds – Schedule of changes in working capital -

Sources and Application of funds – Preparation of funds flow statements.

Cash flow analysis - Cash from operations – Cash flow statements.

BLOCK V

Marginal cost – Contribution – Cost-volume-Profit (CVP) relationship – Break-even

analysis.

Budget and budgetary control – advantages and limitations – Classification and

preparation of budgets.

BOOKS RECOMMENDED

Principles of Accounting - Finnery H.A. & Miller. H.E. Advanced Accounts - M.C. Shukla & T.S.Grewal Advanced Accountancy - Jain. S.P. & Narang. K.L. Management Accounting - S.N. Maheswari Management Accounting - R.K.Sharma & Sasi Gupta


BBAM 13 BUSINESS COMMUNICATION BLOCK I

Communication – Meaning – Objective and scope – Methods of communication –

Types – Barriers – Principles of communication – communication process.

BLOCK II Layout of a letter – Business Inquiries and Replies – Quotations – Order – Execution

of orders – Cancellation of orders – Claims – Adjustments and settlement of

accounts – Sales letters – Circular letters.

BLOCK III Collection letters – Application letters – Import Export correspondence – Bank

Correspondence – Insurance correspondence.

BLOCK IV Report writing – Reports by Individual – Committees – Annual Report – Press report

– Speeches – Preparation of Agenda – Minutes.

BLOCK V Internal communication: Short speeches – Memo – Circulars – Notices – Explanation

to superiors Modern means of communication : Intercom - Telex - Fax – Tele

conferencing – Internet – E mail.

BOOKS RECOMMENDED Essentials of Business Communication - Rajendra Paul & J.S. Korlahalli

Effective Business English & - M.S. Ramesh & Patsan Shetty

Correspondence

Business Correspondence and Office - R.S.N.Pillai & Bhagavathy

Management

Business Communication - R.C. Sharma, Krishnamohan

Effective Letters in Business Law - Shurter


II YEAR


BBAM 21 ELEMENTS OF INSURANCE

BLOCK – I

Meaning and Definition of Insurance - Concept of Risk and uncertainty –

Classification of Risk – Principles of Insurance – Types of Insurance - Reinsurance –

Double Insurance.

BLOCK – II

Life Insurance – Features of Life Insurance Contract – Proposal and Policy

conditions – Assignment and Nomination – Classification of Policies – Title and

Claims – Lapses and revivals – Surrender value and loans on policies – Role and

functions of Life Insurance Corporation – Life Insurance in Private Sector.

BLOCK – III

General Insurance – Different types of General Insurance- General Insurance Vs Life

Insurance – Fire Insurance – Principles of Fire Insurance – Fire Insurance Contract

– Types of Fire Policies – Accidents and Motor Insurance – Nature, disclosure, terms

and conditions, claims and recovery; Third Party Insurance.

BLOCK – IV

Meaning of Marine Insurance – Principles of Marine insurance – Types of Policies –

Marine Losses and Claims.

BLOCK – V

Miscellaneous Insurance – Crop – Live stocks – Burglary – Economic Liberalisation

and Recent developments of Insurance in India – Role of Insurance Regulatory

Development Authority.

BOOKS RECOMMENDED

M.N. Mishra - Insurance Principles and Practices G.S. Panda - Principles and practices of Insurance P. Periyasamy - Principles and Practices of Insurance D.C. Srivastava & - Indian Insurance Industry Shashank Srivastava Tripathy & Pal - Insurance P.S. Palande - Insurance in India R.S. Shah, M.L. Lunawat N.D. Kapoor - Elements of Business Law


BBAM 22 MANAGERIAL ECONOMICS BLOCK I Definition and Scope of Economics – Role of Economics in business decisions –

Demand Analysis – Law of diminishing marginal utility – Law of Equimarginal utility –

Law of demand – Price, Income and Cross Elasticity of demand.

BLOCK II Factors of Production – Law of diminishing returns – Law of increasing returns – Law

of constant returns – Least combination – Economics of Scale.

BLOCK III Supply – Law of Supply - Supply determinants – Elasticity of supply – Cost and

revenue curves, Money, real and opportunity costs – Fixed and Variable costs –

Average and Marginal costs – Average revenue and marginal revenue. – Break even

analysis – Cost control and cost reduction.

BLOCK IV Market Structure and prices – Pricing under perfect competition – Pricing under monopoly – Comparison of perfect competition and monopoly – Features of Monopolistic Competition – Pricing under Monopolistic competition – Oligopoly

BLOCK V Government and business – Industrial Policy – Concepts of National Income – Computation of National Income – Gross Domestic product – Use of National Income data – Business cycle – Phases – Theories of Trade cycle. BOOKS RECOMMENDED

Business Economics - Sankaran

Managerial Economics - R.L. Varshney & K.L. Maheswari

Business Economics - K.P.Sundaram, E. Sundaram

Modern Economic Theory - Dewett

Managerial Economics - Mofe, Paul & Gupta


BBAM 23 MARKETING MANAGEMENT

BLOCK I

Nature and Scope of Marketing – Concepts of Marketing – Marketing Management –

Functions of Marketing – Various Environmental Factors affecting Marketing

Function.

BLOCK II

Buyer Behaviour – Factors influencing Buyer Behaviour – Buying Motives – Stages

of buying decision process.

Market segmentation – Need and basis of Segmentation – Concept of Marketing Mix

– Marketing Strategy.

BLOCK III

Product – Definition – Classification – Consumer Goods – Industrial goods – Product

Life Cycle – Product Mix – Product Planning – Branding – Packaging – Developing

new Products.

BLOCK IV

Pricing – Objectives – Pricing Policies and Procedures – Factors influencing pricing

decisions – New product pricing – Psychological aspects in pricing.

Physical distribution – Channels of distribution – Types of Channel – Channel Policy

– Wholesalers, Retailers and Middle men and their functions.

BLOCK V

Promotion – Advertising – Personal Selling – Sales Promotion – Publicity. Sales

forecasting and Marketing Information system.

BOOKS RECOMMENDED

Marketing - Rajan Nair

Marketing Management - V.S.Ramasamy & S.

Namakumari

Marketing Management - Philip Kotler

Principles of Marketing - S.A. Sherlekhar

Modern Marketing Management - Dawar


BBAM 24 PERSONAL SELLING AND SALESMANSHIP

BLOCK I

Personal Selling : Objective – Nature and Scope – Theories of Personal Selling –

AIDAS Theory – Right set of circumstances Theory – Buying formula theory –

Advertising & Personal Selling – Differences

BLOCK II

Steps in Personal Selling: Prospecting - Pre-approach – Approach – Presentation

and demonstration – Handling Objectives – Closing – Follow up

BLOCK III

Duties and Responsibilities of Sales Personnel – Functions – Attributes and

characteristics of effective sales staff.

BLOCK IV

Reporting – Handling daily sales task – sales manual – Travel plan preparations –

Preparations of periodic reports – sales meetings.

BLOCK V

Selling as a Career – Advantages and Disadvantages – Career Opportunities.

BOOKS RECOMMENDED An Introduction to Marketing - Dr. B.Varadharajan and Dr.D. Amarchand


Sales and Distribution Management - Dr.S.L. Gupta


BBAM 25 PRODUCT MANAGEMENT

BLOCK I Product: Classification, Benefits – Product Line Decisions – Product Mix Decisions –

Product Modifications – Product Elimination – Role of Product Managers.

BLOCK II

Product life cycle – Positioning – Usefulness, Elements, Methods & Product Positioning

Developing Product Plans – Product Policy - New Product Development.

BLOCK III New Product Development process : Generation of Ideas – Preliminary Screening –

Feasibility Testing – Concept Development and Testing - Evaluation – Development –

Test - Marketing – Commercialization .

BLOCK IV Branding – Selection of Brand Name – Brand Image – Brand equity – Brand

positioning Strategies –Branding Challenges.

BLOCK - V Packaging and Labeling – Methods, Latest Trends in Packaging – Future Trends in

Product Management. BOOKS RECOMMENDED


Product Management in India - Ramanuj Majumdar

Product Management - Lalvani

Marketing and Product development - Dale Littler & Phillip Allen 1984

Successful Product Management - Stephen Morse MIA Series 1994


III YEAR


BBAM 31 SALES AND DISTRIBUTION MANAGEMENT

BLOCK I

Evolution of Sales Management – Nature, Role and Importance – Sales Manager’s

Duties and Responsibilities – Functions of a Sales Manager - Managing the Sales

Force – Sales Organization – Types.

BLOCK II

Need for Sales Force - Recruitment and Selection of Sales Force – Selection

Process – Training of Salesman – Importance of Training - Methods of Training.

BLOCK III

Compensation and Motivation of Sales Force – Methods of Compensation –

Evaluation of Sales Force – Performance Appraisal – Sales Budget, Sales Quota &

Sales Territory.

BLOCK IV

Meaning Scope and Importance – Elements of Distribution Management – Channel

Objectives - functions - Selection of Channel Members.

BLOCK V

Distribution Channel - Meaning – Types of Intermediaries : Wholesaler and Retailer

– Their Role & Importance - Types of Wholesalers - Kinds of Retailers . Other

intermediaries : Brokers, Commission Agents, Dealers, Sole Selling Agents.

BOOKS RECOMMENDED

Sales and Distribution Management - Tapan K. Panda, Sunil Sahadev Sales and Distribution Management - Dr. S.L. Gupta Sales Management - Richard R. Still, Edward W. - Cundiff and Norman A.P. Govoni Sales Management - S.A. Chunawalla Sales Management - Das Gupta


BBAM 32 ADVERTISING AND SALES PROMOTION

BLOCK I

Advertising – Meaning – Objectives – Benefits – Role of Advertising – Social effects

of advertising.

BLOCK II

Advertising MEDIA – Basic terms – Role of Media – Press – TV – Radio –

Newspaper – Trade journals – Magazines – Outdoor advertising – Advertising

appeals – Informational / Rational appeals – Emotional appeals.

BLOCK III

Advertising Message – Communication objectives – General – Specific – Creative

strategy – Forms – Promotion copy – Classification – Advertising layout – Function –

Types – Copy preparation and Testing , Typography – Types – Radio message –

Characteristics – Types – Television message – Techniques – Kinds

BLOCK IV

Sales promotion – Objectives – Importance – Growth and Role of sales promotion –

Forms of sales promotion – Consumer promotion – Trade promotion, sales force

promotion.

BLOCK IV

Sales promotion techniques - Demonstrations – Trade Fairs and Exhibition –

Coupons – Premiums – Free offers – Price offs – Discounts – Exchange offer –

Event marketing. Evaluation of results –Coordinating sales promotion and

Advertising.

BOOKS RECOMMENDED

Sales Promotion and Advertising

Management

- M.N. Mishra

Advertising - Bolen J.H

Foundation of Advertising Theory and

Practicing

- Chunnawala et al.,


BBAM 33 SERVICES MARKETING

BLOCK I

Services – Meaning, Characteristics – Difference between Services & Goods –

Reasons for the growth of services in the Modern Economy – Marketing of services

BLOCK II

Services Market Segmentation - Role of Positioning and Differentiation in Services

Marketing.

BLOCK III

Services Marketing Mix – The 7 Ps – Product – Price – Place – Promotion – People –

Process – Physical evidence

BLOCK IV

Service Delivery – Designing & Delivering services. Service Quality Dimensions –

Quality Gaps – Techniques to resolve the Gap.

BLOCK V

Customer retention and relationship marketing – Transaction (vs) Relationship

Marketing

CRM strategies – Emerging Trends in Services Marketing in India.

BOOKS RECOMMENDED

Services Marketing - S.M. Jha

Services Marketing - Zeithamal

Services Marketing - Helen Woodruffe

Services Marketing - Ravi Shanker

Services Marketing - Adiran Payne

Service Marketing - P.K.Sinha & S.C.Sahoo


BBAM 34 RETAIL MARKETING

BLOCK I

Definition and Scope of Retailing – Growth of Retailing Industry – Characteristics of

Retailing Functions of Retailing – Activities of Retailers – Trends in Retail

Formats – Classification of Retailers – Importance of Retail Sector - Retailing

Scenario at Global and Indian Context.

BLOCK II Retail Marketing – Developing & Managing the Retail Marketing Mix - Segmenting,

Targeting Positioning – Consumer Behavior in the Retail Context - Importance of

Location Decision – Retail Location Theories.

BLOCK III Merchandising Management Planning in Retailing – Product Management – Brand

Management and Retailing.

BLOCK IV Retail Pricing – External influences on Retail Pricing – Retail Pricing Objectives –

Consumer responsiveness to Prices.

BLOCK V Retail Promotion – Selection of Promotion Mix Advertising – Media Selection Sales

Promotion Personal Selling – Publicity – Relationship Marketing in Retailing.

BOOKS RECOMMENDED

Retail Management - Balaji Tuli Srivastava

Retail Management - Berman Evans (A Strategic Approach)

Retail Management - Gibson G.Vedamani

Retailing Environment & Operations - Newman and Cullen


BBAM 35 MARKETING RESEARCH

BLOCK I Introduction to Marketing Research – Nature, scope Importance – Role of Marketing Research in Management Information system and Decision support System – Marketing research process.

BLOCK II Research Design – Types – Exploratory design – Experimental design – Descriptive

design- Data Collection, methods, Tools – Observation, Questionnaire, Interview

schedules – secondary data – primary data – sampling techniques – sample size,

probability sampling and non-probability sampling – Advantage and disadvantages.

BLOCK III

Data processing – Editing, coding and tabulation – computer processing – Univariate,

bivariate and multivariate analysis (concept only) – Interpretation and report writing .

BLOCK IV Product Research - New product Development process – Test Marketing – Uses of

Test Marketing – selection of Test markets – Market Research – methods for

measuring market potential.

BLOCK V Advertising Research – Copy testing- Methods – pretests and post tests – Media

Selection – Media Audience- Media model – Sales Analysis – product, customer,

Territory.

BOOKS RECOMMENDED

Marketing Research - D.D. Sharma

Marketing Research - G.C. Beri

Marketing Research - Philip Kotler

Principles of Marketing - S.A. Sherlekhar

Modern Marketing Management - Dawar

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