12th 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	OJT	Total Marks	Average
		Marks	Time (Hrs)	Marks	Time (Hrs)						Marks
1	ADVANCED RETAIL MARKETING	80	3	80	3	10	10	10	10	200	100
2	MARKET RESEARCH & FOREIGN TRADE	80	3	80	3	10	10	10	10	200	100
3	RURAL MARKETING & STOCK EXCHANGE	80	3	80	3	10	10	10	10	200	100

*OJT: ON THE JOB TRAINING

Paper I: Advanced Retail Marketing (H1) Theory

Topic No. 1: Health, Safety and Hygiene in Retailing        35

Meaning of Healthcare activities and Hygiene in Retail store.

Importance of safety and security

First aid, safety education, safety norms and its procedures

Safety equipments, safety rules and regulations. Measures taken in case of - fire, crime, riots, evaluation procedure.

Work ethics in Retail stores.

Topic No. 2: Customer Services in Retail Trade     25

Types of Customers, Buyer’s behaviour, customer Psychology, various types of buying motives and impact of buying motives.

Types of customer services in retail stores.

Experimental Selling and customer retention.

Customer relations in retail management.

Topic No. 3: Billing procedure and cash handling in Retailing          30

Basic steps and procedures in billing, example: service tax, sales tax, VAT, other duties etc.

Methods of handling cash receipts and payments.

Various methods of receiving payments from customer: through cheques, debit cards, credit cards, mobile and internet banking etc.

Topic No. 4: Supply Chain Management [SCM]    30

Importance of (SCM) Supply Chain Management.

Listing out the benefits of (SCM) Supply Chain Management in retailing

Advantages of SCM in retailing

Steps and process of (SCM) Supply Chain Management in retailing

Demand planning and forecasting

Source procurement

Production or assembly step

Distribution of goods/Services

After sales services

Sales return – detective or excess goods.

Practical

Topic No. 1: Health, Safety & Hygiene in Retailing 60

Yoga and physical Training, Pranayam, Dhyan, Suryanamaskara, Standing P.T. Sitting P.T.

Practice of First Aid

Maintenance of (FAK) First Aid Kit for handling accidental cases.

An Interview with Security personnel. (Precaution & Measures taken)

Study of Security equipment such as: Security camera (CCTV), Metal detector etc. Fire extinguisher, sand buckets etc.

Topic No. 2: Customer Services in Retail Trade     60

An interview with Retail salesman to acquaint students with types of customer observation by students:

Regarding customer’s services in Retail store

Study of various techniques

Used for customer relations in Retail trade.

Topic No. 3: Billing Procedure and Cash handling in Retailing.        60

Find out the stages or sequence for billing in Retail Store.

Computation of Sales Tax VAT & other taxes on various goods sold in Retail Stores.

Practice on contents of Dummy Bills for consumer goods such as garment, electronics, cosmetics etc.

Problems on Bank Reconciliation Statement.

Coding & decoding procedure for billing. Practicing on Swap machine to acquaint with net banking

Implement earn and learn scheme through college with various retail stores.

Topic No. 4: Supply Chain Management (SCM)    60

Arrange Interactive lectures on this Topic No. 4 and get feedback of students in brief report format

Visits to logistics centres and find out various components and get it in brief report format

Role playing games for (S.C.M) supply chain management stages.

Preparation of report on any one method of Inventory control

Paper II: Market Research & Foreign Trade (H2) Theory

Topic No. 1: Marketing Research         30

Meaning, importance, aims and limitations of Marketing Research: - Introduction, Definition, concept, importance, scope, aims and objectives limitations, advantages.

Classification of Marketing problems: - Industry elements and company elements

Areas of Marketing Research :- Market, Research, Product Research, Pricing Research, Sales Research, Advertising and promotion Research Distribution Research, Customer Research

Steps in Marketing Research or procedure of marketing Research:-

Crystallising the marketing problems.

Identifying the Research problems.

Determining the information needed and its relative sources.

Obtaining the relative facts and data.

Analysing and interpreting the facts with reference to the problems

Preparing research report – incorporating the findings.

Meaning, importance and need of MIS: - Types of data: -

Primary data, secondary data

Sources of data – Internal and External sources

Methods of collection of data –

Survey method –

Questionnaire

Need    and      importance     of         Questionnaire characteristics of         good questionnaire

Survey through mail

Telephonic survey

Panel Survey

Experimental method

Observation method

Analysis of collected data: - statistical computation methods, charts tables, percentages, averages etc

Test marketing Potential prospects

Topic No. 2: Demand Analysis     30

Demand: - Introduction, meaning and types

Forecasting demand

Manipulating demand

Elasticity of demand

Short term vs. long term demand

Factors affecting demand:-

Price

Population

Income

Satisfaction

Competition

Substitution

Advertising

Sales forecasting:-

Introduction, definition, concept and methods of sales forecasting

The Jury of executive opinion method

The sales force composite method

The user expectation method

Statistical & Quantitative method

The trend and regression method

Advantages and disadvantages of all above methods.

Types of sales forecasting

Short term forecasting

Long term forecasting Objectives of all above

Test marketing – objectives and findings – stimulation Games

Market segmentation

Introduction, objectives, definition, meaning, importance of market

Segmentation

Classification

Geographic, Demographic

Psychographic and behavioural

Topic No. 3: Buyer’s Behaviour   25

Buyer’s behaviour and classification of buying motives.

Meaning, Definition & importance of Buyer’s behaviour

Factors affecting buyer’s behaviour –

External B) Internal

External

Individual Income

Family Income

Expectations

Credit facilities

Govt. Policies

Sociological factors

Cultural factors

Internal

Personal factors

Psychological factors

Perception

Attitude

Motivation

Learning

Personality

Primary or initial buying motives and secondary buying motives. Emotional, buying motives, rational buying motives.

Topic No. 4: Foreign Trade            35

Foreign Trade:-

Introduction, meaning, definition, importance, advantages and disadvantages Problems in foreign Trade

Trade Agreements

Present trends in foreign trade – Import, Export

International marketing

Agencies helping in International marketing

Import Trade: Meaning, need, nature and importance, Role of Indent house Import licensing and Quota

Import trade procedure

Export Trade: Meaning, importance, need of export trade. Export trade procedure

Agencies participating in Export trade. Documents used in Export Trade

FOR/ FOW [Free on Road / Rail/ Free on Wagon]

FOB [Free on Board]

FAS [Free Along with the Ship]

C & F [Cost and Freight]

C. I. F [Cost, Insurance and Freight]

Bill of Lading

Practical

Topic No. 1: Marketing Research         60

Prepare questionnaire for any one consumer product

Undertake survey work for any one P (Product, place, promotion, price, people)

Obtain a survey Report and prepare your opinion on it.

Topic No. 2: Demand Analysis     60

Prepare a report on demand estimate for consumer product such as dairy product, vegetables, beverages, bakery product etc in your locality / street

Interview with a retailer to know demand fluctuation and prepare statistical data to understand the 5 cases of fluctuation in demand

Prepare a report for sales forecasting of a retail store.

Topic No. 3: Buyer Behaviour      60

Prepare a questionnaire for knowing buying habits, brand loyalty and price consciousness of products, Such as - mobiles, cosmetics laptop, car etc.

Conduct a small survey on above

Prepare a report on above information.

Prepare a report on buying motives expressed through T.V. advertisement for a same product by different company’s brands, such as - tooth paste, bath soap, mobile sim cards, water purifier, face cream etc.

Topic No. 4: Foreign Trade            60

Browse and find out information through website of agencies helping international market

Write an Interview Report based on difficulties in foreign trade by interviewing foreign trader (Agri goods, manufactured goods etc)

Preparation of documents used in Foreign Trade & collect various types of specimen

Visit Report based on a visit given to foreign trader.

Paper III: Rural Marketing & Stock Exchange (H3) Theory

Topic No. 1: Rural Marketing    25

Meaning of rural marketing, Nature, scope & importance of rural marketing, Classification of rural market - Organised & Unorganised, Functions of rural marketing e.g. trading, packing, storage, branding, processing, financing,

Co-operative marketing – meaning, definition, objective, advantages, Limitations

Agency involved in Co-operative marketing.

Topic No. 2: Agricultural Marketing          25

1) Meaning, Introduction, definition of Agricultural marketing, Structure & types of agricultural, marketing, various marketing agencies. Agricultural pricing policy, Distinguish between Regulated marketing & co-operative marketing, Marketing of agricultural Produce, crops Beverage tea- coffee, cash crops, Agro based product etc.

Topic No. 3: Stock Exchange        40

History, meaning, definition of stock Exchange.

Listing of Securities - Meaning, Procedure, Stock Exchange market in India NSE, BSE, SEBI,

Topic No. 4: Financial Markets    30

Financial Markets & Money Market – Meaning, Definition and functions of financial market

Money Market – Meaning, Definition, Importance, characteristics, Instruments of money market.

Capital Markets – Meaning, Definition, Importance, characteristics, Instruments of capital market. Distinguish between Money Market & Capital Market, Primary Market & Secondary Market.

Practical

Topic No. 1: Rural Marketing    50

Report writing based on visit to wholesaler, retailer’ co-operative stores, khadi bhandar and village markets

Arrange an activity for actual purchase and sale of agri products in rural area and prepare a report thereon

Prepare a report based on an interview with wholesaler, retailer and market committee member

Topic No. 2: Agricultural Marketing          50

Prepare a Report based on a visit given to a co-operative marketing store and societies

Prepare a report based on a visit given to a regulated market

Observe & prepare a report on activities of agricultural produce market.

Prepare a visit Report based on a visit to cold storage and kharedi vikri sangh

Prepare a visit Report based on a visit given to rural based business engaged in agriculture produce such as dairy, fruits, flowers, vegetables etc.

Collect data from agro information centre regarding information provided to the beneficiaries in a particular week

Topic No. 3: Stock Exchange        70

Prepare an Interview Report based on an interview arranged with a share broker regarding listing of securities e.g. Motilal Oswal, Sherkhan, Anand Rathi etc.

Select any three industries sector and choose at least five companies. study & record the trend of shares e.g. Cement, IT, Banking, Automobiles and Textiles  etc.

Prepare a dummy DMAT pass book with imaginary entries. (Minimum 25)

Collect ten (IPO) Initial Public Offer forms and fill in with imaginary information therein.

Watch business T.V channels and prepare a summary on knowledge obtained by observer

Topic No. 4: Financial Marketing 70

Conduct an interview with financial analysi & get the knowledge of money market and capital market and summarise it in a Report form

Prepare a precise report on interview with a financial consultant related to the turnover of capital market in a particular week.

Prepare dummy papers (format) used in transacting capital market and exercise on it.