Post Graduate Diploma in Business Management

Course Content

3. Marketing Management:

The subject helps students to understand the evolution of marketing organizations and issues that confront the management in designing a customer focused organization. Introduces students to pricing strategies and tactics. It also exposes students to various marketing instruments used for planning and
product management.

• This interesting part of the course begins with the comprehending the scope of marketing, a view of the marketing tasks and the decisions that a marketer has to take. We cover marketing concepts and tolls and analyze how businesses and with them marketing is changing.

• We understand the important concepts of customer value and satisfaction, the value chain and networks and the significance of attracting and retaining customers. Students are made to understand the marketing process and its steps and we look at marketing planning in modern times.

• The next part covers the components of a Modern Marketing Information System, Marketing Decision Support System and Forecasting and Demand Measurement. The marketing environment is taken into consideration and students understand how managers should identify and respond to major macroeconomic forces.

• Then we look into consumer behaviour and the factors influencing behaviour, the buying decision process and its stages. We also look into organizational buying separately to explain the business buying process to the students along with a look at institutional and government markets.

• Students also learn to identify competitors and analyze them; they understand the procedure for designing the competitive intelligence system and strategies. We also look into the levels and patterns of market segmentation and the evaluation of market segments.

• The next stage looks into Product Life Cycle Marketing Strategies, we also understand the Differentiation Tolls delve into the stages of market evolution. The development of new markets, generation and screening of ideas, product development and customization and market testing are some of the concepts dealt with in this section. We also look into the options of new markets with relation to the global market and the decision-making program with relation to global markets for the marketing of products.

• The next step is a look at the product and the product Mix, the decisions related to the product Line, decisions related to the brand strategy and positioning and the packaging and labeling of the product. We also cover marketing strategies for service firms including the management of support services, which is a growing phenomenon in modern times. We also look into the pricing strategy in relation to the market environment and the dynamic nature of this process by adapting to the external market environment.

• We now take the students a step further to understand marketing channels and the channel management decisions and dynamics for vertical, horizontal and multi channel marketing systems. Also covered is the area of retailing, wholesaling and market logistics in addition to the important aspect of the effective communication process and the decisions related to the marketing communication mix.

• Students also learn about the exciting arena of advertising and sales promotions wherein we take the help of case studies to make it more interesting for the students. We cover the developing and managing of an advertising program, the selection of media and public relations. Further the designing and management of a sales force is explained the benefits and growth in direct selling is discussed.

• Finally, the importance and long term benefits of electronic commerce which is the biz word of today is explored and the changes in the markets in the twenty first century and its implications on marketing management is covered to give the students a practical view of the markets today and a look at the trends in company organizations. As it is important for the students to realize that we live in changing times and technology brings about change in the markets that no one can afford to ignore, thus preparing them to take on the challenges that a 21^st century marketing manger would have to undertake.

Supplied Text to the students: Marketing Management by Philip Kotler

4. Financial Accounting:

The subject helps students to acquire a sound understanding of the study of accounting, keeping in mind the requirements of managers that would have to secure such an understanding prior to understanding complex International financial instruments and going on to the study of financial management.

• The Meaning and Objectives of Accounting are laid out as a beginning for the students to create a foundation before looking into the accounting principles and standards (we use India as a base for the accounting standards).

• The following topics are covered to provide our students the basic foundation for them to be able to become competent at financial management, since with out the understanding of basic accounting it is difficult for the students to adapt to the same.

• Accounting Concept of Income and its Computation

• Understanding Revenue and Expenses

• Accounting Equation

• Journalizing, Posting and Balancing

• Understanding Subsidiary Books - Cash Book, Purchase and Sale Books

• Bank Reconciliation Statement

• Trial Balance, Errors and the rectification of these errors

• Financial Statements

• Trading & Manufacturing Accounts

• Profit & Loss Account

• Balance Sheet

• Depreciation, Reserves and Provisions

• Valuation of Inventory

• We cover issues relating to accounting for Joint Venture and take a look at the instruments of Bills of Exchange and Promissory Notes. Accounting for non-profit organizations is also covered.

• To give the students a better foundation we also cover the accounting procedures for Partnership firms and provide an overall understanding of the accounting applications in practicality to instill in the students the basis of accounting procedures, as this foundation will go a long way in assisting our students in their further study of financial management.

Supplied Text to the students: Fundamentals of Accounting by A Mukherjee & M Hanif