PUNJAB TECHNICAL UNIVERSITY

ADVERTISING AND SALES MANAGEMENT (MB 904)

MB 903
Max. Marks: 100
Internal Assessment: 40
External Assessment: 60

Unit I
Advertising: Definition, Nature, Scope, Objectives, Types,
Social and Economic
Aspect of Advertising,
relationship with product life cycle.
Advertising as a communication Process: Concept of Integrated Marketing
communication, AIDA Model, Laivdge– Stenier Model of communication.
Advertising Campaign: Types, Planning and Managing Advertising campaign,
Advertising strategies.
Advertising Budget: Budget process, Administering the budget.

Unit II
Media: Types, Media Planning process, Media Selection, and Multi-Media
Strategies.
Copywriting: Guidelines for copywriting, Copywriting for print, Audio, TV and
outdoor media.
Advertising layout: Components and its position.
Evaluation of Advertisements: Measuring advertising effectiveness.
Advertising Agencies: Structure, Functions and Client Relationship, Laws and
ethics of advertising in India.

Unit III
Sales Management: Objectives, Selling process, Personal Selling objectives,
Determining Sales related marketing Policies.
Sales organization structures: Types of sales organization structure, Relationship
of sales department with other departments, Distributive network relations.

Unit IV
Sales Force Management: Recruiting and selecting sales personnel, Training
sales force Motivating Sales Personnel, Compensating Sales Personnel, Managing
expenses of sales personnel, Staff meeting and Sales Contests.
Controlling the Sales Force: Sales Budget, Sales Quotas, Sales Territories, Sales
control and cost analysis.

Books Recommended
1. Cundiff; Govoni & Still, Sales Management, Prentice Hall India.
2. Mark W. Johnston & Greg W. Marshall, Sales Force Management , Tata
McGraw-Hill New Delhi.
3. S.A. Chunawalla, Foundation of Advertisement Theory and Practices,
Himalaya Publishing House, Mumbai.
4. B.S. Rathor, Advertising Management, Himalaya Publishing House, New Delhi.

PUNJAB TECHNICAL UNIVERSITY

MANAGEMENT OF FINANCIAL SERVICES (MB 924)
Max. Marks: 100
External Assessement : 60
Internal Assessment : 40
Unit - I
Financial Services - Meaning, types and their importance.
Securities Trading - Online Vs Offline Trading, Demat and Remat.
Depository - Introduction, Concept, depository participants, functioning of
depository systems, process of switching over to depository systems, benefits,
depository systems in India, SEBI regulation.
Unit - II
Mutual funds and AMCs - concept, origin and growth of mutual funds,
Constitution & management of MFs - Sponsors, Trustees, AMCs, and custodians.
Clasification of mutual fund schemes, advantages and disadvantages in mutual
fund schemes, NAV and pricing of mutual fund units. State of mutual funds in
India.
Insurance Services- Introduction, Principles of insurance, Types of Insurance.
Life Insurance Products- Traditional and ULIPs.
Credit rating - the concept and objective of credit rating, various credit rating
agencies in India and International credit rating agencies, factors affecting credit
rating & procedural aspects.
Unit - III
Leasing - concept and development of leasing, business, difference between
leasing & hire purchase, types of leasing business, advantages to lessor and
lessee.
Merchant Banking - Origin and development of merchant banking in India
scope, organisational aspects and importance of merchant bankers. Latest
guidelines of SEBI w.r.t Merchant bankers.
Venture capital - concepts and characteristics of venture capital, venture capital
in India, guidelines for venture capital.
Unit - IV
Call money market, Treasury bill market, Commercial Bill market, Market for
CPs and CDs, Discount market and market for financial guarantees.
Factoring - Development of factoring types & importance, procedural aspects in
factoring, financial aspects, prospects of factoring in India.
Plastic Money - Concept and different forms of plastic money - credit and debit
cards, pros and cons. Credit process followed by credit card organisations.
Factors affecting utilisation of plastic money in India.
Recommended Text Books:
S.No Author Title Publisher
1. E.Gordon & K. Natarajan Financial Markets & Services Himalaya
2. Lalit K.Bansal Merchant banking & Financial Services Unistar Books
Suggested Readings:
S.No Author Title Publisher
1. S Gurusamy Financial services & system Thomson
2. Nalini P T Financial Instruments and services PHI
3. M Y Khan Financial Services Tata McGraw-
Hill
4. L M Bhole Financial Institutions & Markets Tata McGraw-
Hill
5. Lalit K. Bansal Merchant Banking & Financial Services Unistar Books
6. Gordon & Natarajan Financial Markets & Services Himalaya

PUNJAB TECHNICAL UNIVERSITY

SERVICES MARKETING (MB-906)

Unit I
Introduction to Services,
Growth of service sector economy,
Service Characteristics,
Service Classification,
Service Marketing Mix.
Consumer Behaviour in Services: Customer Expectation of Service, Customer
Perceptions of Service.

Unit II
Building Customer Relationships.
Service recovery and recovery strategies
Service development and design: Challenges of service design, types of new
services , New service development process.
Physical evidence and the Servicescapes

Unit III
Delivering and performing service through Employees, Intermediaries and
Customer Participation.
Managing Demand and Capacity, Waiting Line Strategies
Integrated Services Marketing Communications and Services marketing triangle.

Unit IV
Pricing of services: Pricing approaches, Pricing Strategies
Service Quality: Integrated gaps model of service quality.
Prescriptions for closing quality gaps.
Recommended Text Books
Sr. Author Books Publisher
1. Zeithmal A Valarie and Bitner Mary, Services Marketing, Tata McGraw Hill,
New Delhi.
2. Lovelock, Christopher H. Services Marketing , Pearson Education ,
New Delhi

PROJECT MANAGEMENT & ENTERPRENEURSHIP

Max. Marks: 100
External Assessment: 60
Internal Assessment: 40

UNIT – I
Entrepreneur: definition, characteristics and skills.
Generating and screening of business ideas.
Govt. support to entrepreneurs,
Entering/buying and Exit/selling a business,
Entrepreneurial finance: venture capital.
Family business: Opportunities,
and problems of small business in India.

UNIT – II
Project: Definition and characteristics. Demand analysis and technical analysis. Environment
Impact Analysis, Managerial Appraisal.

UNIT – III
Estimating project cost, Sources of finance, Preparation of projected financial statements: Cash
Flow Statement, Income Statement and Balance Sheet. Project Investment Criteria.

UNIT – IV
Risk analysis: Management risk, market risk, technical risk.
Introduction to social benefit cost analysis, UNIDO and LM approach.
Implementation: Project planning and control, project organization. Review and audit of Project
cost and implementation time.
Reference Books:
1. Roy, Rajeev; Entrepreneurship; Oxford University Press.
2. Chandra, Prasanna ; Projects: Planning, Analysis Selection, Financing, Implemntation
and Review; Tata McGraw Hill.
PUNJAB TECHNICAL UNIVERSITY
MANAGEMENT OF FINANCIAL SERVICES (MB 924)
Max. Marks: 100
External Assessement : 60
Internal Assessment : 40

Unit - I
Financial Services - Meaning, types and their importance.
Securities Trading - Online Vs Offline Trading, Demat and Remat.
Depository - Introduction, Concept, depository participants, functioning of
depository systems, process of switching over to depository systems, benefits,
depository systems in India, SEBI regulation.

Unit - II
Mutual funds and AMCs - concept, origin and growth of mutual funds,
Constitution & management of MFs - Sponsors, Trustees, AMCs, and custodians.
Clasification of mutual fund schemes, advantages and disadvantages in mutual
fund schemes, NAV and pricing of mutual fund units. State of mutual funds in
India.
Insurance Services- Introduction, Principles of insurance, Types of Insurance.
Life Insurance Products- Traditional and ULIPs.
Credit rating - the concept and objective of credit rating, various credit rating
agencies in India and International credit rating agencies, factors affecting credit
rating & procedural aspects.

Unit - III
Leasing - concept and development of leasing, business, difference between
leasing & hire purchase, types of leasing business, advantages to lessor and
lessee.
Merchant Banking - Origin and development of merchant banking in India
scope, organisational aspects and importance of merchant bankers. Latest
guidelines of SEBI w.r.t Merchant bankers.
Venture capital - concepts and characteristics of venture capital, venture capital
in India, guidelines for venture capital.

Unit - IV
Call money market, Treasury bill market, Commercial Bill market, Market for
CPs and CDs, Discount market and market for financial guarantees.
Factoring - Development of factoring types & importance, procedural aspects in
factoring, financial aspects, prospects of factoring in India.
Plastic Money - Concept and different forms of plastic money - credit and debit
cards, pros and cons. Credit process followed by credit card organisations.
Factors affecting utilisation of plastic money in India.

Recommended Text Books:

S.No Author Title Publisher
1. E.Gordon & K. Natarajan Financial Markets & Services Himalaya
2. Lalit K.Bansal Merchant banking & Financial Services Unistar Books
Suggested Readings:
S.No Author Title Publisher
1. S Gurusamy Financial services & system Thomson
2. Nalini P T Financial Instruments and services PHI
3. M Y Khan Financial Services Tata McGraw-Hill
4. L M Bhole Financial Institutions & Markets Tata McGraw-Hill
5. Lalit K. Bansal Merchant Banking & Financial Services Unistar Books
6. Gordon & Natarajan Financial Markets & Services Himalaya

PUNJAB TECHNICAL UNIVERSITY

STRATEGIC MANAGEMENT (MB 401)
Max. Marks: 100
Internal Assessment: 40
External Assessment: 60
Unit I
Definition, nature, scope, and importance of strategy;
and strategic management (Business policy).
Strategic decision-making. Process of strategic management and levels at
which strategy operates.
Role of strategists.
Defining strategic intent: Vision, Mission, Business definition, Goals and
Objectives.
Environmental Appraisal—Concept of environment, components of
environment (Economic, legal, social, political and technological).
Environmental scanning techniques- ETOP, QUEST and SWOT (TOWS)
PEST.
Unit II
Internal Appraisal – The internal environment, organizational capabilities in
various functional areas and Strategic Advantage Profile. Methods and
techniques used for organizational appraisal (Value chain analysis,
Financial
And non financial analysis, historical analysis, Industry standards and
Benchmarking, Balanced scorecard and key factor rating). Identification of
Critical Success Factors (CSF).
UNIT III
Corporate level strategies-- Stability, Expansion, Retrenchment and
Combination strategies. Corporate restructuring. Concept of Synergy.
Business level strategies—Porter’s framework of competitive strategies;
Conditions, risks and benefits of Cost leadership, Differentiation and Focus
strategies. Location and timing tactics. Concept, Importance, Building and
use of Core Competence.
Strategic Analysis and choice—Corporate level analysis (BCG, GE Nine-cell,
Hofer’s product market evolution and Shell Directional policy Matrix).
Industry level analysis; Porters’s five forces model. Qualitative factors in
strategic choice.
Unit IV
Strategy implementation: Resource allocation, Projects and Procedural issues.
Organistion structure and systems in strategy implementation. Leadership
and corporate culture, Values, Ethics and Social responsibility. Operational
and derived functional plans to implement strategy. Integration of functional
plans.
Strategic control and operational Control. Organizational systems and
Techniques of strategic evaluation.
Recommended Text Books
S.No Author Title Edition Publisher
1. Kazmi Business Policy &
Strategic Management
2nd Tata
McGraw Hill
2. Thomson &
Strickland
Strategic Management:
Concept & Cases
12th Tata
McGraw Hill
Reference Books
S.No Author Title Edition Publisher
1. Ghemawat Strategy & The Business
Landscape
1st Pearson
Education
2. Ghoshal,
Piramal &
Budhiraja
World Class in India 1st Penguin
3. Wheelen &
Hungee
Strategic Management &
Business Policy
6th Addison-
Wesley
4. Johnson &
Scholes
Exploring Corporate
Strategy
4th Prentice Hall
India
5. Jauch &
Glueck
Business Policy &
Strategic Management
5th Tata
McGraw Hill
6. Pearce &
Robinson
Strategic Management 3rd AITBS