Syllabus (COMMERCE)

Course Type: MAJ-11

Semester: 7

Course Code: BCOMMAJ11T

Course Title: Marketing Management and Human Recourse Management

(L-P-Tu): 5-0-1

Credit: 6

Practical/Theory: Theory

Course Objective: The subject aims to help the students: 1. To gain a comprehensive understanding of the principles and techniques of marketing and human resource management. 2. To develop skills in analysing and interpreting consumer behaviour and employee motivation. 3. To become proficient in creating effective marketing strategies and human resource policies. 4. To understand the impact of marketing on organizational performance and its ability to influence key business decisions. 5. To identify core organizational objectives and the roles of different groups in the organization.

Learning Outcome: The outcomes of studying marketing and human resource management are numerous. Most importantly, students will learn how to apply marketing strategies and tactics to increase revenue and grow the business while understanding the importance of employee engagement, motivation, and engagement in ensuring success. This combination of knowledge and skills will enable students to lead better, manage, and develop teams while optimizing resources to reach organizational goals. Additionally, students will acquire valuable communication, organization, and project management skills that will benefit almost any field.

Subject: Marketing Management and Human Recourse Management

Module I: Marketing Management

Unit1: Introduction (Lectures: 10)

Concept of Marketing: Concept, Customer’s Need and Satisfaction, Marketing Environment,

Unit 2: Buyer Behaviour (Lectures:15 )

Factors influencing Individual Buying Behaviour; Buying Decision Process for New Products; Market Segmentation.

Unit 3: Marketing Mix and Pricing Strategies (Lectures: 10)

Developing the Market Mix: Concept of Marketing Mix of Product and Service; Product Mix Decisions; New Product Development Process, Product Life Cycle; Price; Factors to consider when setting Price; Pricing Strategies.

Module II: Human Resource Management

Unit 4: Introduction: (Lectures:15 )

Human Resource Management-challenges- responses –objectives - Models, job analysis and design; Job enrichment and Job enlargement - HR planning - recruitment - selection

Unit 5: Development and Evaluation: (Lectures:10 )

Procurement and Development Functions: Job Analysis, Job description, job specification, recruitment, selection, placement and induction and socialization, Training & development. Types and method, job change – career planning, promotion, demotion, transfer, separations.

Unit 6: Compensation and Protection: (Lectures:10 )

Job evaluation – Merit rating – Methods of wages payment, incentives and compensation – Types, advantages, perquisites. Wages system in India.

Reading References:

Bose, Biplab S., Marketing Management, Himalaya Publishing House.

Bose, Chandra, Modern Marketing: Principles and Practice, PHI Learning.

Chhabra, T.N. & Grover, S.K., Marketing Management, Dhanpat Rai & Company, New Delhi.

Datta, D. & Datta, M., Marketing Management, Vrindha Publications.

Gupta, C.B. & Nair, N.R., Marketing Management, Sultan Chand & Sons.

Jain, Subash C. & Haley, George T., Marketing: Planning and Strategy, Cengage Learning.

Kapil, Case Studies in Marketing, Pearson Education.

Kapoor, D.C., Marketing and Sales Management, S. Chand & Co.

Venkata Ratnam C. S. & Srivatsava B. K.,PERSONNEL MANAGEMENT AND HUMAN RESOURCES, Tata Mc-Graw Hill, NewDelhi,,

Aswathappa, HUMAN RESOURCE MANGEMENT, Tata McGraw Hill, NewDelhi,

Garry Dessler &Varkkey, HUMAN RESOURCE MANAGEMENT, Pearson, New Delhi,

Alan Price, HUMAN RESOURCE MANAGEMENT, Cengage Learning, NewDelhi,

Pravin Durai, HUMAN RESOURCE MANGEMENT, Pearson, New Delhi,

Snell, Bohlander & Vohra, HUMAN RESOURCES MANAGEMENT, Cengage, NewDelhi,