11th Marketing and retail management syllabus

MARKETING AND RETAIL MANAGEMENT (H1, H2, H3) 

SCHEME OF EXAMINATION

Paper	Title of the Paper	Theory		Practical		Term work	Project work	Visits	Oral	Total Marks	Average
		Marks	Time (Hrs)	Marks	Time (Hrs)						Marks
1	MARKETING AND SALESMANSHIP	80	3	80	3	10	10	10	10	200	100
2	RETAIL MARKETING SERVICES	80	3	80	3	10	10	10	10	200	100
3	RETAIL MARKETING	80	3	80	3	10	10	10	10	200	100

Paper I: Marketing & Salesmanship (H1)

Theory

Topic No. 1: Salesmanship: Introduction 30

1) Definition, Meaning & Importance of Salesmanship, Fundamental of selling.

Duties, Responsibilities & Qualities of Salesman, Sales Management,

Organization structure, Sales Quotas & Sales territories.

Topic No. 2: Marketing 30

1) Market, Marketing, Marketing Management, Concept of a) Marketing

programme b) Marketing expenses budget c) Consumer goods & Industrial

Goods.

Topic No. 3: Marketing Mix 30

1) Concept of Marketing Mix & Product Mix, Pricing Policies, Channels of

Distribution, Wholesaler & Retailers.

Topic No. 4: Advertising 30

1) Meaning & Definition of Advertisement, Importance of advertising, Media of

Advertising, Advertising & Publicity, Advertising Agency & its functions &

importance. social media of advertising.

Practical

Topic No. 1: Salesmanship 80

1) Application for the post of Salesman

2) Interview with different type of salesman (Any 5)

3) Report writing –

Daily, Weekly – Monthly (Any 5)

4) Undertake a programme for door to door selling for any consumer product and

prepare a brief report.

Topic No. 2: Marketing 80

1) Preparation of an organization chart of a marketing department of an imaginary

company.

2) Prepare a budget for marketing expenses.

3) Interview with direct marketer, mobile marketer

4) Prepare a list of skills required for tele-marketing on the basis of observation.

201

Topic No. 3: Marketing Mix 40

1) Prepare a study report based on 4 P’s (Product, Price, Place and Promotion)

consumer products or luxuries product.

2) Collect the information of various brands and analyze it.

Topic No. 4: Advertising 40

1) Prepare an advertisement for launching a product (Automotive Electronic,

Construction material, fast foods, Cosmetics and Jewelry)

2) Prepare a comparative advertisement study report, based on a comparison of two

similar type of product of any category.

3) Prepare an advertisement layout for a particular product in two ways

a) Print b) Audio Visual

4) Prepare a study report based on the observation of a particular product by

observing the contents of:

a) Print advertisement and

b) Audio Visual advertisement

5) Prepare a study report based on a visit given to an Advertising Agency.

Paper II: Retail Marketing Services (H2)

Theory

Topic No. 1: Customer Service Orientation 25

1) Meaning, definition, importance of customer, types of customer, customer’s

objections and its handling.

2) Customer’s Psychology:

Customer’s rejection in various types of consumer goods, meaning of customer

psychology & its importance

3) Consumerism:

Consumer protection act, meaning and definitions of important concepts.

Topic No. 2: Banking and Insurance 30

1) Banking

A) Meaning, functions, KYC norms, E Banking, Tele mobile banking, ATM

Services credit and debit cards. Types of loans and advances. NEFT, RTGS

B) Central Bank, Meaning, definition, functions, credit control tools, C.R.R and

SLR. & Types of Banks.

2) Insurance

A) Introduction, meaning, definition, importance, Life Insurance and general

insurance – procedure for settlement of insurance claims.

202

Topic No. 3: Retail Trade logistics Services 30

1) Transportation –

Meaning, importance, Types: Rail, Road, Air, Water, Merits and demerits of each

type, various documents used in transportation.

2) Warehouse -

Meaning, Importance, types, functions of warehousing, grading, standardization,

packing and packaging

3) Delivery services -

Meaning, Importance and procedure

4) Inventory control -

Meaning, importance, general procedure of inventory taking.

Topic No. 4: Element of Book Keeping 35

1) Book Keeping Introduction

Meaning, definition, objectives, importance and classification of accounts

2) Double entry Book-Keeping system.

Information about: Journal, ledger, subsidiary books, cash book, trial balance,

final accounts.

Practical

Topic No. 1: Customer Service Orientation 40

1) Visit to:

a) Trade fair

b) Exhibitions

c) Departmental stores

d) Super Market etc

And write a brief report, based on visit

2) Conduct an interview with various types of customers for importance of window

display and prepare a summary in brief

3) Collect information about four cases of consumer court result (From lodging

complain-up to result)

4) Prepare a study report in brief on various buying motives for five product

suggested by teachers / Instructor

Topic No. 2: Banking & Insurance 60

1) Collect specimen and fill it with imaginary information on following:-

a. Loan application (general)

b. Application for C.C.

c. Application for O.D.

d. Application for gold loan

e. Application for Car loan

f. Loan application for housing

203

2) Prepare a synopsis on guest lecture conducted by teachers / Instructor (Guest –

Bank Official)

3) Fill in up an Insurance proposal form

a. Life Insurance

b. Mediclaim insurance

c. General insurance

4) Comparative study of a specific plan of two different insurance companies.

Such as: -

Children plan

Pension Plan

Mediclaim plan etc

5) Study of documents used in settlements of Insurance.

Topic No. 3: Retail Logistics Services 60

1) Collect Lorry receipts and railway receipt in photo copy format. Prepare format

and fill in up imaginary entries.

2) Write a report on visit to a warehouse.

a) Interview with movers & packers to identify functions, packaging material &

delivery

b) Study of functions performed by courier service agencies / pizza Hut etc.

Topic No. 4: Element of Book- Keeping 80

1) Record imaginary 200 entries of a company with the help of Tally software

2) Maintain Dummy books of accounts of a retail shop (Minimum 200 entries)

Paper III: Retail Marketing (H3)

Theory

Topic No. 1: Retail Marketing 30

1) Meaning, definition and importance of retail marketing, classification and

organization structure in retail. Difficulties of rural retailing.

Topic No. 2: Product Management and Merchandising 30

1) Introduction, definition of product, meaning and definition of product

management, product mix, stock shrinking, merchandising meaning & methods.

Topic No. 3: Retail Pricing & Promotion 30

1) Introduction, meaning, importance of pricing and importance of promotion in

retailing.

2) Communication in retailing. Types and barriers of communication

204

Topic No. 4: Non-store Retailing 30

1) Introduction – Meaning of retailing – advantages and disadvantages of eretailing.

2) Logistics and Tele marketing

Concept, technology, e-tendering

Practical

Topic No. 1: Retail Marketing 70

1) A study in brief about display of various goods kept / arranged in: Departmental

stores

Super Markets

Exhibition

2) Visit and prepare a workflow chart of floor management of a departmental store.

Topic No. 2: Product Management and Merchandising 70

1) Differentiate and prepare a report on

Display & marketing of existing / regular product

Newly introduced product

2) Identify slow moving and fast moving products and prepare a list by visiting a

retail grocery shop.

3) Study & prepare a brief report on various technologies used in retail stores: -

i)EDI ii) RFID iii) SAP iv) ERP v) EFT vi) Bar Coding

Topic No. 3: Retail Pricing & Promotion 50

1) Conduct interviews with a retailer to identify following pricing strategy:

a. Market plus pricing

b. Competitive pricing

c. Discount pricing

d. Off season pricing

e. Skim the cream pricing

f. Market penetration pricing

2) Write minutes based on group discussion on promotion & selling of a product in

brief.

Topic No. 4: Non-store Retailing 50

1) Write an essay on tele-marketing through TV Channels.

a. List out channels

b. List out products

c. List out websites

d. Procedure of payment