The Indispensatility of Marketing in Enterpreneurship Development

THE INDISPENSATILITY OF MARKETING IN ENTERPRENEURSHIP DEVELOPMENT Entrepreneurship Development and Small Scale Industries Course Objectives: To understand the basics of managing a business and create interest among students for starting their own business. Topics: Entrepreneur : Meaning of entrepreneur; Evolution of the concept; Functions of the entrepreneur; types of entrepreneur; concept of entrepreneurship-evolution of entrepreneurship; The entrepreneurial culture; stages in entrepreneurial process; Role of entrepreneurship in economic development. relation between entrepreneur, entrepreneurship, and enterprise. Entrepreneurial development :Entrepreneurial Development Models-a) Psychological Models b) Sociological Models, c) Integrated Models. Environmental and attitudinal factors influencing entrepreneurship. Creativity and Innovation: creativity, sources of new idea, ideas into opportunities. Innovation and entrepreneurship: profits and innovation, why innovate, what to innovate, who innovated. Corporate entrepreneurship-concepts, needs, strategies.

Corporate practices. Creating entrepreneurial venture: Meaning of business plan, environmental analysis –search and scanning . business plan process-marketing plan, production/operations plan, financial plan. Final project report with feasibility study. Entrepreneurship Development and Government : Role of Central Government and State Government in promoting Entrepreneurship – Introduction to various incentives, subsidies and grants – Export Oriented Units – Fiscal and Tax concessions available .

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Role of following agencies in the Entrepreneurship Development – District Industries Centers (DIC), Small Industries Service Institute (SISI), Entrepreneurship Development Institute of India (EDII), National Institute of Entrepreneurship & Small Business Development (NIESBUD), National Entrepreneurship Development Board (NEDB) Launching & Management of Small Business: Finance and Human Resource Mobilization Operations Planning – Market and Channel Selection – Growth Strategies – Product Launching. Monitoring and Evaluation of Business – Preventing Sickness and Rehabilitation of Business Units. Effective Management of small Business.

Family business: importance, types, history, responsibilities and rights of shareholders of a family business. Informal risk and capital venture capital: informal risk capital market, venture capital, nature an overview, venture capital process, locating venture capitalist, approaching venture capitalist. Managing growth using external parties, franchising, advantages, and limitations, acquisitions and mergers. Case studies of Successful Entrepreneurial Ventures, Failed Entrepreneurial Ventures and Turnaround Ventures References 1. Hisrich, ‘Entrepreneurship’, Tata McGraw Hill, New Delhi, 2001. . .P. Saravanavel, ‘Entrepreneurial Development’, Ess Pee kay Publishing House, Chennai -1997. 3. S. S. Khanka, ‘Entrepreneurial Development’, S. Chand and Company Limited, New Delhi, 2001. 4. Prasama Chandra, Projects – ‘Planning, Analysis, Selection, Implementation and Reviews’, Tata McGraw-Hill Publishing Company Limited 1996. 5. P. C. Jain (ed. ), ‘Handbook for New Entrepreneurs’, EDII, Oxford University Press, New Delhi, 1999. 6. Madhurima Lall ,shikha sahai, Entrepreneurship,Excel Books,2006. 7. Vasant Desai,Entrepreneurship-priciples and practices,7 th edition 2007,Thomson publications.

RURAL MARKETING Course Objectives: To develop understanding of the rural market in India, its typicality against the Urban Market and application of marketing concepts to rural marketing. Topics: Introduction: Definition, scope of rural marketing, concepts, components of rural markets, classification of rural markets, rural vs. urban markets ,Rural marketing environment: How it is different, occupation ,, income , location , expenditure pattern, literacy level, , infrastructure facilities, rural credit institutions, rural areas requirement, problems in rural marketing, rural demand

Rural Consumer behaviour: Consumer buying behaviour models, Factors affecting Consumer Behaviour, Social factors, Technological Factors, Economic Factors, Political Factors, Characteristics of Rural consumer- Age and Stages of the Life cycle, Occupation and Income, Economic circumstances, Lifestyle, Personality and Brand Belief, Rise of Consumerism, Consumer Buying Process, Opinion Leadership Process

Rural Marketing Strategies: Segmenting, Targeting and Positioning, Product Strategy :Introduction, Marketing Mix Challenges, Product concepts classification-Five Levels Products, Classification of Products, Rural Product Categories, New Product Development :Consumer Adoption Process, Product life cycle, Product Mix, , Branding ,Brand Loyalty Vs Stickiness Fake Brands- The Fakes Market, Strategy to counter fakes Distribution Strategy: Accessing Rural Markets, Coverage Status in Rural Markets, Channels of Distribution, Wholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last Mile Distribution, Haats/ Shandies, Public Distribution System, Co-operative Societies Behaviour of the Channel, Prevalent Rural Distribution Models- Emerging Distribution Models-Corporate –SHG Linkage, Satellite Distribution, Syndicated Distribution, ITC’s Distribution Model, Petrol pumps and Extension counters, Barefoot agents, Agricultural agents, Agricultural input dealers, Other channels, Ideal distribution model for Rural Communication strategy: Challenges in Rural Communication, A view of Communication Process, Developing Effective- Profiling the Target Audience, Determining communication objectives, designing the message, selecting the ommunication channels, deciding the promotion mix, Creating advertisement for rural audiences rural media- Mass media, Non- Conventional Media, Personalized media, Rural Media: The importance of the two-step flow of communication Media Future of Rural Marketing: Introduction, Focused Marketing Strategies, Research, Glamorize Rural Marketing, Public-Private Partnership, E-Rural Marketing Advertising and Brand Management Course Objectives: To acquire knowledge on dynamics of advertisement and develop understanding the concept and importance of branding for a product and an organization. Topics: Introduction to Advertising: Definition Nature role of advertising in modern business world Advertising & marketing mix- advertising objectives-benefits-economic aspects-ethics in advertising

Advertising Business: The Ad manager, agency Ad Plan, Organization of Ad agency-basic principles, public relations, Advertising Budget: Methods of Ad budgeting administering the budget Media Overview: Media plan, Media cost & Availability, matching media & market geographical selectivity, Media strategy Media mix, Media scheduling, Advertising design: Advertising appeals, Advertising copy visualization & layout writing, Ad copy in print broadcasting commercials copy writing for outdoor & transit media. Brand Management: Definition & concept, brand image & imagery, Brand benefits and brand value, Brand Association ,Brand personality & personification brand identity, brand positioning, Brand Building: Consumer products, consumer durables, services, Rural commodities, corporate brand building, Retail branding

Brand leveraging: Brand equity, brand extensions, brand repositioning, Brand Valuation, Brand Success, Strategic success, product success, brand association and creating a brand niche Brand Strategies Design & implementation of brand strategies, Global Branding, Global brands, global brand planning system, global brand leadership, cross country synergy References: 1. Shimp, Advertising and Promotion: An IMC Approach, Cengage Learning, 2007 2. O’ Guinn, Advertising and Integrated Brand Promotion, Cengage Learning, 2006 3. Williams. F. Arens”, Contemporary Advertising, TMH, 2006. 4. “Batra, Myers and Aaker”, Advertising Management, 5th edition, PHI, 2007. 5. “Larry. D. Kelley and Donald. W. Jugenheimer”, Advertising Media Planning: A Brand Management Approach, PHI, 2007. 1. S. A. Chunawalla, “Brand Management”, Himalaya Publications, 7”U. C.

Mathur”, Brand Management Text & Cases, Macmillan, 2006. 8. “Keller Kevin Lane”, Strategic Brand Management-Building, Measuring and Managing, Brand Equity, 2nd edition, PHI, 2007. International Financial Management Course Objectives: To provide knowledge on global financial markets, instruments and various strategies of hedging in international market, provide basic knowledge on international economics, international trade, financing foreign trade and various intricacies connected therewith. Topics: International Financial Management: Global Economy, International Financial Flows, Significance of managing international fund, Issues involved in international finance.

International Monetary System: Balance of Payments, International Monetary System, An Overview of International Financial Markets , IMF, World Bank, Formation of Trading Blocks OPEC, European Community (EC), The North America Free Trade Agreement (NAFTA) UNCTAD ,GATT, Subsequent WTO Developments, TRIPS, TRIMS,GATS Financial Markets : FII, FDI, GDR, ADR, , International Bond Market, Choice of International Funding, Legal Framework in India, Growth of FDI in India vis a vis China International Trade Theories: Theory of Absolute Advantage – Theory of Comparative Advantage – Heckscher-Ohlin Model – Imitation-Gap Theory – International Product Life Cycle Theory. , Parity condition in International Market: Purchasing Power Parity, Covered Interest Parity, Real Interest Parity, Parity Conditions and Managerial Implications.

Foreign Exchange Rate Mechanism: Intricacies of foreign exchange market, Spot and Foreign Exchange Rates, Quotation and Market Rules, Convertibility of rupee and its implications, Factors affecting exchange rates, Forex forecasting- Time series forecasting models Foreign Exchange Risk Management: Conceptual Overview, Nature of Exposure(Economic, Translation, Transaction) , Hedging and Speculation, Derivatives and Exposure Management- Currency Forwards, Futures, options, swaps, interest risk management. EXIM Policy: Historical Perspective-Objectives – Highlights of the Current Policy – Imports – Classification-Import Licenses -Exports – Export Promotion Capital Goods Scheme (EPCG) – Other Guidelines. Financial Risk Management Course Objectives: To familiarize the students with risk, derivatives and related tools. To make them aware innovations in the financial market, its mechanism and drawbacks. Topics: Introduction to Risk Management: Meaning of Risk, Uncertainty and Risk, Sources of risk, Types of risk, Implications of various risks for firm & Management, Risk Return Trade off.

Risk Management Process : Evolution of risk management, Approaches to risk management, Risk Management process, Derivatives and its mechanics, Tools : Hedging, forwards, and futures, options and swaps and Hybrids; Clearing House, Accounting and Reporting Forward Exchange Contracts: Concept, Features, regulations, calculation of forward rates, and execution of forward contracts. Futures: The fundamentals of futures contract; Overview, Types of futures, Mechanics of future trading, Major characteristics, Exchange organization, Trading process, Price quotations, Hedging and Speculation with Commodity futures, Interest rate futures, Currency futures and Stock Index futures. Optimal hedge ratio, Pricing of Index Futures Contracts, Stock Index Arbitrage,

Options: Overview, Generic options, factors affecting option prices, Types of options; Interest rate options, Currency options and Trading strategies, Option pricing models, Options on futures contracts and Exotic options; Investment Strategies, Covered Call Writing, Protective Put, Straddles and Strangles, Spreads, Risk Associated with Options Other Derivatives: Swaps: Swap terminology and structures of standard coupon and currency swaps, Types of swaps, Mechanics of swap transactions, Application of swaps Weather Derivatives, Hybrid derivatives. Organizational Development Course Objectives: This paper will equip the students to act as facilitators in organization for Change and Development. Topics:

Foundations of Organizational Development: Conceptual frame work of OD, History of OD, First order and second order Change, Values, assumptions and believes in OD, characteristics of OD, Participation and Empowerment, Teams and teamwork, Parallel learning structures, A normative-re-educative strategy of changing, Applied behavioral science, Action research. Managing the OD Process: Components of OD Process, Diagnosis, Action & Program Management; Diagnosis: Diagnosing the System , its subunits and Processes, Diagnosis using the Six-box Organizational Model, Third Wave Consulting: The Action Component: nature of OD intervention, analyzing discrepancies: The Program Management Component: Phases of OD Programs, model for managing change, creating parallel learning structures.

OD Interventions: An Overview: A definition of OD interventions – A brief word about the nature of OD interventions – The major families of OD interventions – Some classification schemata for OD interventions Human process interventions: (individual, group and inter-group human relations): Individual based: coaching, counseling, training, behavioral modeling, delegating, leading, morale boosting, mentoring, motivation, etc. , Group based: conflict management, dialoging, group facilitation, group learning, self-directed work teams, large scale interventions, team building, and virtual teams. Inter-group based: Organization mirroring : third party peacemaking interventions, partnering Techno structural (Structures, technologies, positions etc. ) & Strategic interventions: Techno structural: Balanced scorecard; business process reengineering; downsizing and outsourcing; Personal, Interpersonal and Group Process Interventions: Employee Empowerment – Sensitivity Training Laboratories – The Johari Window Model – Transactional Analysis – Behavior Modeling – Life and Career Planning Interventions – Stress Management Interventions. INTERNATIONAL HUMAN RESOURCES MANAGEMENT Course Objectives: Create understanding among the students on the challenge of Human Resources Management in the global industrial scenario. Develop knowledge base and preparedness to work in multinational companies. Topics: Introduction : IHRM vs.

Domestic HRM, Managing HR activities in International Organizations- HR Planning, recruitment and selection, Training and Development, Performance Management, Remuneration, Repatriation and Employees Relation, Socio Political, Economic Systems, US, UK, Japan and India- a comparative analysis. ’ International Recruitment and Selection: Approaches- Ethnocentric, Polycentric, Geocentric, Regiocentric Selection: Factors in Expatriate Selection- Technical Ability, Cross Cultural Suitability, Family Requirements, MNE Requirements. HR Information System: Meaning, Need, Advantage and Use, Designing of HRIS, Computerized HRIS, Limitation HRIS, Computerized Skill Inventories, Global Talent Search Managing HR in Virtual Organization: Meaning, Types of Virtual Organizations, Difference between traditional and virtual organizations, Advantages and Disadvantages, Features of Virtual Organizations, Managing HR in Virtual Organizations.

Globalisation and HRM: Impact of globalization on employment, HR Development, Wage and Benefits, Trade Unions, Collective Bargaining, Participative Management and Quality Circles, Ethical Issues in HR, Changing Environment in HRM, Internal and External Factors, Internal Factors- Human Resources of Country, Changing Demands of Employers, Employees Organisation, External Factors – Change in Technology, Legal and Government, Customer Social Factors, Economic and Political Factors and Talent Management TQM and HR Management: Principles of TQM, Methods of Total Quality Management, HRM & TQM, HR strategy to TQM. References: . Efraim Turban et al. , ‘Electronic Commerce – A managerial perspective’, Pearson Education Asia, 2002. . Kalakota et al, ‘Frontiers of Electronic Commerce’, Addison Wesley, 2001. .

Greenstein Firsman, ‘Electronic Commerce’, Tata McGraw Hill, 1999. . C. S. V. Murthy – E-commerce-HPH . Nabil Adam et al, ‘Electronic Commerce – Technical, Business and Legal Issues’. Prentice Hall. 1998. . C. S. Rayudu – E Commerce, E Business-HPH . C. Jeevananandam, Foreign Exchange . Dorfman. S. Mark, Introduction to Risk Management and Insurance , Prentice Hall India . Gupta S. L. , Financial Derivatives, PHI . Emmett J. Vaughan, Therese M. Vaughan, Essentials of Risk Management and Insurance, Wiley . Dubofsky, David A Miller, Thomas, Derivatives: Valuation and Risk Management, Oxford University Press . J. C. Hull , Sankarshan Basu, Options. Futures and other Derivatives, Pearson

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