Tirpude Institute Of Management Education

To equip students with basic concepts and practices of modern marketing and provide a basis for understanding different marketing processes, analyzing opportunities, buyer behavior, and selecting target markets.

Chapter 1 Introduction: Marketing - Definition of Marketing Management - Marketing Concepts - Evolution of Marketing – Marketing Mix, Marketing Challenges for the 21st Century.

Chapter 2 Marketing Environment

Micro Environment: The Company – Suppliers - Intermediaries - Customers - Competitors, Public.

Macro Environment: Demographic, Economic, Natural, Government Intervention in Natural Resource Management – Political Environment - Cultural Environment.

Global Environment: WTO- Basis for International Trade and Multi-national Investment - Operating in more than one national environment: Challenges Involved - Differences in Micro and Macro Environment: Bridging the International Gap.

Chapter 3 Consumer Markets and Buyer Behavior: A Buyer Behavior Perspective – Characteristics Affecting Consumer Behavior – Consumer Buying Roles - Types of Buying Decision Behavior - The Buyer Decision Process – The Buyer Decision Process for New Products, Industrial Markets: Special Characteristics of Industrial markets, Importance of selling for an Industrial marketer, business buying behavior,

Chapter 4 Segmenting & Targeting: Levels of Segmentation - Patterns of Segmentation - Procedures for Market Segmentation - Requirements of Effective Segmentation - Market Targeting - Evaluation & Selecting Target Markets, focusing and niching- Mass customization.

Positioning: Competitive Differentiation -Concept of Positioning - Positioning as Strategy - Communicating your Positioning Strategy. Positioning by usage, by user, by product benefit, etc.

Chapter 5 Building Customer Satisfaction: Through Quality, Service and Value - Defining Customer Value and Satisfaction - Delivering Customer Value and Satisfaction - Retaining Customers- CRM

Chapter 6 Product Decisions: Product Classifications - Individual Product Decision - Product –mix Decisions -Product-line Decisions

Chapter 7Developing New Products: New product development processes - Challenges in developing new products - consumer adoption process for new products.

Chapter 8 Life Cycle Strategies: Product Life-cycle - Stages in PLC - Brand Life Cycle – Marketing Strategy

Chapter 9 Marketing of Services: Basic Concepts and Issues - Nature and Characteristics of Service - Marketing Strategies for Service Firms - International Services Marketing - Person, Place and Idea Marketing. strategies throughout PLC.

Chapter 10 Distribution and Channel Decisions: Nature of Distribution Channels - Channel Design and Modification Decisions - Physical Distribution and Distribution Cost Analysis, Channels – The Middlemen - The Wholesaler - Retailing – Evolution, Types of Retailing- Telemarketing, retailing- - The Supplier Market - The Multichannel System - The Supermarket - Mail-order - Transportation - Warehousing – Inventory Management.

The following are list of documents required to be submitted during the time of admission:
1. Original mark sheets of 10th, 12th and graduation (all years).
2. Original TC (Transfer Certificate) of the last institution attended.
3. MS CET valid score card
4. Allotment letter given by DTE.
5. Eligibility and Migration Certificate in case of other University.

• Marketing Management: Analysis, Planning, Implementation and Control, 11e Millennium Edition) Philip Kotler - Prentice-Hall, India
• Marketing Management Planning, Implementation and Control: The Indian Context V S Rama swamy and S Nama kumari - Mac Milan India Limited
• Basics of Marketing Etzel, M., Walker, B., Stanton, W Publisher: McGraw-Hill

Objective

To build the foundation in finance which will be useful for advance studies in finance and to provide the overview of corporate finance for financial analysis and decision making.

Chapter 1: Introduction to Financial Management:  Objectives - Functions and Scope - Evolution - Interface of Financial Management with Other Functional Areas - Environment of Corporate Finance.

Chapter 2:Overview of Financial Markets: Financial Markets - Functions and Classifications of Financial Markets - Money Market – Forex Market - Government Securities Market - Capital Market - Derivatives Market - International Capital Markets – Participants.

Chapter 3:Sources of Long-Term Finance: Equity Capital and Preference Capital – Debenture Capital - Term Loans and Deferred Credit - Government Subsidies - Sales Tax - Sales Tax Deferments And Exemptions - Leasing and Hire-Purchase - New Instruments.

Chapter 4: Raising Long-term Finance: Venture Capital, Initial Public Offering,  Rights Issue, Secondary issues by existing listed companies, Preferential allotment, Private placement, Term Loans, Public Deposits, DebenturesIntroduction to Risk and Return: Risk and Return Concepts - Risk in a Portfolio Context - Relationship Between Risk and Return –CAPM and Dividend Capitalization Model.

Chapter 5: Time Value of Money: Introduction - Types of Cash flows - Future Value of a Single Cash Flow, Multiple Flows and Annuity – Present Value of A Single Cash Flow, Multiple Flows and Annuity, Growing Annuity, Perpetuity and Growing Perpetuity.

Chapter 6: Valuation of Securities: Concept Of Valuation - Bond Valuation - Equity Valuation: Dividend Capitalization Approach and Ratio Approach -Valuation of Warrants and Convertibles.

Chapter 7: Cost of Capital: Concept and Importance – Cost of debenture - Term loans - Equity capital and retained earnings - Calculation of Weighted Average Cost of Capital - Weighted Marginal Cost of Capital Schedule.

Chapter 8: Basics of Capital Expenditure Decisions: The Process of Capital Budgeting - Basic Principles in Estimating Cost and Benefits of Investments - Appraisal Criteria: Discounted and Non- Discounted Methods (Pay -Back Period - Average rate of return - Net Present Value - Benefit Cost Ratio - Internal Rate of Return)

Chapter 9: Analysis of Project Cash Flows: Cash Flow Estimation - Identifying the Relevant Cash Flows - Cash Flow Analysis - Replacement, Cash Flow Estimation Bias - Evaluating Projects with Unequal Life - Adjusting Cash Flow for Inflation.

Chapter 10:Risk Analysis and Optimal Capital Expenditure Decision: Introduction to project risk - Stand-Alone Risk -  Sensitivity – Scenario and Decision Tree Approach - The Impact of Abandonment on NPV and Stand-Alone Risk -Risk Adjusted Discount Rate versus Certainty Equivalents - Incorporating Risk and Capital Structure into Capital Expenditure Decisions - Optimal Capital Expenditure - Capital

PGDM program is an autonomous program approved by AICTE (All India Council of Technical Education).This program is not affiliated to any University and the degree is awarded by the institution.

The sanctioned intake in the current academic year (as approved by AICTE) for the first year of PGDM program is 60.