Undergraduate Certificate  in Business Management

Course Content

1. Marketing Management:

This subject stresses on the decision-making aspects of marketing. It discusses the relationship between marketing and economic developments. Various structural design and organizational problems of the marketing department are analyzed and also the role and techniques of planning and control of
marketing operations.

• The course introduces marketing and approaches to the study of marketing to the students and its relation with economic development to help students comprehend the importance of their correlation.

• The Indian market is taken as case study for students to be able to relate to a real market and its environment, to understand marketing opportunities and to the dimensions of a market.

• Consumers and their Importance is brought to light as well as the behavioural patterns of consumers and the explanation of such behaviour is discussed to shed light on the importance of consumers and their behavior.

• Marketing research and its aspects and techniques are discussed along with the scope and limitations of the same. Once again to be able to explain the basis in better light a case study is taken into account so that students are able to relate to a visible aspect of this research.

• Product planning and life cycle is explained along with branding strategies for products for students to get a broad view of the corporate marketing scenario as well as product positioning and planned obsolescence.

• The all-important role of pricing, its theory and practice and the role of the government in relation to pricing. We again use the case in point for India and the public policy in the country to elucidate the role played by the government.

• The term advertising is analyzed and its significance is discussed to communicate the role that advertising plays in the overall concept of marketing. Examples of real life advertising are used to communicate the relevance and importance of advertising.

• The next step in the process being that of distribution and its channels is highlighted. The classification of distribution channels and intermediaries and the factors that lead to the choice of one over the other are discussed to the overall aspects of channel management in addition to the objectives and role of physical distribution and its management.

• Finally the marketing organization is discussed along with the planning of marketing and forecasts for sales. Case in point with India is also taken to explain the prevailing marketing legislations in an economy to complete the picture.

2. Business Organization & Management:

The subject offers balanced treatment of Business Organization concepts and principles of Business Management.

• Business and its activities together with its functions, motives and objectives install the base of this course for students to get acquainted with the subject.

• The Environment surrounding a business as well as factors directly related to the same including the economic and social environment; the legal and ethical environment as well as the demographic and geographical environment is discussed to establish a broader view and extend the mental horizon of the student.

• Social responsibilities and obligations of business management, the profit objectives and the challenges of a business enterprise in relation to a changing socio-economic order are discussed.

• The Organization theory and its structure along with the various approaches towards the same are explained to provide a view of the principles, significance and effectiveness of an organization together with the requirements of a dynamic organizational structure and the various structural forms of an organization.

• Students are educated about the different forms of Business Undertakings from Sole Proprietorship and Partnerships to Joint Stock Companies and Co-operatives; Small Scale Industries to Public Sector Enterprises as well as Multinational Corporations.

• Management and its principles are explained to understand the process and limitations of management. Also touched here is the evolution of management thought to where the different schools of thought related to management theory and practice are looked into.

• The various functions of Business Management are discussed:

• Planning & Strategies

• Decision Making

• Delegation and Decentralization

• Departmentalization

• Communication & Supervision

• Co-ordination & Managerial Control

• Leadership & Motivation

• Marketing, Financial & Personnel functions are also discussed (although this is covered as separate subjects under the course as well, due to their obvious importance)

• Finally we complete this sector of the course with a brief on Production and Materials Management.