SYMBIOSIS COLLEGE OF ARTS & COMMERCE

(An Autonomous College Affiliated to University of Pune)

SYLLABUS

TYBCOM

2014-15

SUBJECT SEMESTER - V SEMESTER - VI

Advanced Accounting Paper 1 Advanced Accounting Paper 2
Accountancy
International Economics Contemporary Indian Economic Issues
Economics
and Policies
Income Tax Paper 1 Indirect Taxes Paper 2
BTA

M. Law Foundation Of Mercantile Law - I Allied Concepts In Mercantile Law - II

Choose any One Group of Specialization.

Methods and Techniques of Costing Strategic Cost Management Spl. Paper
Spl. Paper V VII
Cost Accounting
Techniques of Costing Spl. Paper Recent Trends in Cost Accounting Spl.
VI Paper VIII
Banking law and operations Spl. Banking trends and practice Spl. Paper
Paper V VII
Banking &
Inclusive Financial System Spl. International Financial System And
Financial Systems
Paper VI Emerging Financial Markets Spl. Paper
VIII
New Venture Creation Marketing And Human Resource
Management
Entrepreneurship
Financial Management For Strategic Enterprise Management
Entrepreneurship
Marketing An Indian Perspective
Marketing Advertising Management Spl. Paper VII
Spl. Paper V
Management
Marketing-A Global Perspective Spl.
Marketing of Services Spl. Paper VI
Paper VIII
 TYBCOM

SEMESTER VI

2014-15
 ADVANCED ACCOUNTING PAPER 2 SEM VI

Detailed syllabus

Unit Contents of the syllabus No. of

lectures

1. Consolidation of Final Accounts of Holding Company and 16

Subsidiary Companies (only one subsidiary)

1.1 Concept of Holding Company

1.2 Cost of control
1.3 Minority Interest
1.4 Capital Profit and Revenue Profit
1.5 Unrealised Profits
1.6 Treatment for Inter-company transactions
1.7 Purchase of shares in instalments
1.8 Consolidated Balance Sheet and Income Statement
1.9 Intercompany dividend
2. Amalgamation 16

2.1 Amalgamation in the nature of merger

2.2 Amalgamation in the nature of purchase
2.3 Calculation of Purchase Consideration
2.4 Methods of accounting for amalgamation
2.4.1 Pooling of interest method
2.4.2 Purchase method
2.4.3 Distinction between pooling of interest method
and purchase method
2.5 Inter-company investments
3. Accounting Standards AS- 7,11, 19,20 6

Theory and simple problemS

Introduction to IFRS
4. Introduction to Auditing 6

4.1 Introduction Nature, objects, advantages and limitations of

auditing
4.2 Company Auditor Qualifications, disqualifications,
appointment, removal, Rights, Duties, Liabilities
5. Analysis and Interpretation of Financial Data (Introduction 10
to Financial Management)

5.1 Meaning
5.2 Objectives and methods of financial analysis
5.3 Ratio Analysis
5.4 Objectives and nature of ratio analysis
5.5 Problems on Ratio Analysis
5.5.1 Return on Investment
 5.5.2 Profitability Ratios
5.5.2.1 Gross Profit Ratio
5.5.2.2 Net Profit Ratio
5.5.2.3 Operating Ratio
5.5.3 Turnover Ratios
5.5.3.1 Stock Turnover Ratio
5.5.3.2 Debtors Turnover Ratio
5.5.4 Liquidity Ratios
5.5.4.1 Current Ratio
5.5.4.2 Liquid Ratio
5.5.5 Solvency Ratios
5.5.5.1 Debt Equity Ratio
5.5.5.2 Proprietary Ratio
5.5.5.3 EPS Ratio
5.5.5.4 PE Ratio
Total number of lectures 54

Suggested Reference Books

1. Financial Accounting: By P. C. Tulsian (Tata Mc-Graw-Hill Publishing Co. Ltd., New Delhi)
2. Financial Accounting: By A. Mukherji & M. Hanif (Tata Mc-Graw-Hill Publishing Co. Ltd., New Delhi)
3. Financial Accounting: By S.N.Maheshwari & S.K.Maheshwari (Vikas Publishing House Pvt. Ltd.)
4. Advanced Accounts: By M.C.Shukla & S.P.Grewal (S.Chand & Co. Ltd., New Delhi)
5. Advanced Accountancy: By S.P.Jain & K.N.Narang (Kalyani Publishers, New Delhi)
6. Advanced Accountancy: By R.L.Gupta & M. Radhaswamy (Sultan Chand & Sons, New Delhi)

Suggested Journals

1. The Chartered Accountant: Monthly journal by Institute of Chartered Accountants of India

2. The Accounting World: ICFAI Hyderabad
Web sites
1. www.icai.org
2. www.icmai.in
3. www.icsi.edu
4. www.accountingcoach.com
5. www.fasb.org
6. www.ibsindia.org
 CONTEMPORARY INDIAN ECONOMIC ISSUES AND POLICIES SEM VI

Detailed syllabus

Number of
Unit Contents of the syllabus
Lectures

1 1.Title of the topic : Economic Reforms and Performance of Indian Economy

1.1 Internal and external reforms 06
1.2Globalisation and Indian Economy
2 2.Title of the topic : Current Concerns in Agriculture

2.1 Growth and Performance

2.2Food Security 08

2.3Agriculture Credit and Marketing

2.4Agriculture Pricing
3 3.Title of the topic : Current Issues in Industry

3.1 Productivity and Performance

3.2 Micro, Small and Medium Enterprises
08
3.3Public Sector Undertakings
3.4Competition Policy
3.5Ethics and Governance Issues
3.5Foreign Investment
4 4.Title of the topic : Overview and Significance of the Service Sector

4.1Telecom and Power

4.2 Hospitality 08

4.3Health Care Industry

5.Title of the topic:Issues and concerns of Infrastructure Development

5.1 Social Infrastructure

5. 5.2Rural Urban Imbalance in Infrastructure 08

5.3Issues and Policies in Financing infrastructure Development

6.Title of the topic. External Sector and Indian Economy

6.1 Composition and Direction of Foreign Trade

6. 6.2 Disequilibrium in Balance of Payments 10
6.3 Foreign Capital and MNCs in India
6.4 Trade Reforms in India
 7. Title of the Topic:An Overview of Macroeconomic policies
7. 7.1Role of monetary and fiscal policies in addressing various concerns of Indian 06
Economy

Total Number of Lectures 54

Suggested Reference Books

GhateChetan (2012)Oxford handbook of the Indian economyNew YorkOxford univ press.

Prakash B A (2012) Indian economy since 1991-2nded. N Delhi Pearson.
KapilaUma(2011) Indian Economy since Independence New Delhi Academic foundation
AgrawalMeenu(2011) Economic Recession, Globalization & The Indian Economy New Delhi,
New Century Publication .
Datt Gaurav,Mahajan Ashwini(2012) Indian Economy-64th ed. New Delhi S.Chand& Co.
Prasad Chandra Shekhar (2010)Indian Economy : A Performance Review - 1947-48 to 2010-11
New Delhi New Century Publication.
ByAgrawal A. N(2013).Indian Economy : Problems of Development & Development & Planning-
39 th ed.
Government of India, Economic Survey (latest)
Government of India, Five Year Plan (latest)
Government of India, Finance Commission Report (latest)

Suggested Journals:

CMIE Journal EIS

Economic and Political Weekly

The Economists

Business and Economy

Indian EconomicJournal

Indian EconomicReview

Indian Journal of Agricultural Economics

ArthaVijnana

Vikalpa

Yojana

Web sites :

indianplanningcommission.nic.in
indiabudget.nic.in
rural.nic.in
drd.nic.in
 INDIRECT TAXES PAPER 2 SEM VI

Detailed syllabus

Unit Contents of the syllabus Number of Lectures

Unit 1 Central Excise Act 18

1.1 Incidence of Excise Duty

1.2 Important definitions
1.3 Concept of Manufacture or production
1.4 Classification of Goods
1.5 Determination of Tariff Headings
1.6 Valuation of Goods (CENVAT rules)
1.7 Transaction Value and Assessable Value
1.8 Set off of input credit
1.9 Numerical Problems
Unit 2 Service Tax 16

2.1 Definitions
2.2 Chargeability of Service Tax
2.3 Valuation of Taxable Services
2.4 Negative list of services w.e.f. 1st July, 2012
2.5 Registration under Service Tax
2.6 Payment of Service Tax
2.7 Modes of tax payment
2.8 Procedure for filing Service Tax Returns
2.9 Numerical Problems
Unit 3 Maharashtra Value Added Tax 16

3.1 Definitions
3.2 Concept of VAT
3.3 Provisions regarding registration under MVAT
3.4 Incidence of Tax and Tax Liability
3.5 Rate of Tax of goods specified under different schedules
3.6 Payment of Tax
3.7 Deduction of Tax at Source
3.8 Audit under MVAT Act
3.9 Filing of VAT Returns
3.10 Numerical Problems
Unit 4 Central Sales Tax 04

2.1 Inter-state Sales and intra-state sales

4.2 Applicability of CST
4.3 Procedure and Forms required to be obtained for availing concessional
rate of CST

List of recommended books

Students handbook to Income Tax, Service Tax and CENVAT by CA T. Manoharan
Indirect Taxes Law and Practice by Dr. V.S.Datey
Taxmanns Indirect Tax Laws
 ALLIED CONCEPTS IN MERCANTILE LAW II SEM VI

Detailed syllabus

Unit Contents of the syllabus Number

of
Lectures

1 THE NEGOTIABLE INSTRUMENTS ACT, 1881 12

1. Meaning concept of negotiable instrument (n.i.) types features

presumptions with respect to n.i.
2. Promissory note definition parties essential requirements
3. Bill of exchange definition parties essential requirements
4. Cheque definition parties essential requirements crossing of
cheques
5. Payable to Order payable to Bearer Negotiation and Endorsement
types of endorsements
6. Holder and holder in due course privileges of holder in due course
7. Presentment of n.i. Dishonourment of n.i. Notice of dishonour
8. Dishonour of cheques legal remedy under section 138
9. Important Case laws under section 138
2 CONSUMER PROTECTION ACT, 1986 12

1. Objectives importance features of the Act

2. Definitions and meaning of consumer consumer dispute
complainant
3. Meaning of complaint unfair trade practices restrictive trade
practices
4. Defective goods and deficiency in services meaning
5. Consumer Protection Councils District Consumer Protection
Council State Consumer Protection Council National Consumer
Protection Council
6. Consumer Disputes Redressal Mechanism District Forum State
Consumer Protection Commission National Consumer Protection
Commission.
3 INTRODUCTION TO INTELLECTUAL PROPERTY RIGHTS 12

1. Meaning importance origin and history of IPR

2. WIPO objectives functions of WIPO organs of WIPO
3. TRIP agreement importance historical background - objectives
4. Meaning, scope, subject-matter, term, rights of various IPR holder
with respect to following IPRs
5. Concept of : Patent Trademark Industrial Design Copyright
Geographical Indications Traditional knowledge.
4 INTRODUCTION TO CYBER LAWS 10
 1. Development of e-commerce advantages disadvantages
significance
2. Genesis of cyber-crimes History and evolution different kinds of
cyber-crimes prevention of cyber-crimes present laws
3. Information Technology Act, 2000 aims objectives scope
history significance of IT Act
4. E-Record Attribution of E-record Dispatch and Receipt of E-
record Electronic Governance
5. Digital Signature Electronic signature Certificate significance
6. Legal issues in Cyber contracts
7. Cyber Regulation Appellate Tribunal
8. Offences Penalties Adjudication
5 INTRODUCTION TO CONCEPT OF STAMP DUTY 08

1. Importance of stamp duty

2. Meaning of an Instrument
3. Instrument chargeable with duty Person liable to pay
4. When stamp duty is payable Modes of payment
5. Consequences of not paying proper stamp duty
6. Adjudication of stamp duty payable
TOTAL 54

Suggested Readings/References:
1. N.D.Kapoor Elements of Mercantile Law Sultan Chand & Sons.
2. Avtar Singh Elements of Mercantile Law Eastern Book Co.,Lucknow.
3. M.C.Kuchhal Mercantile Law Vikas Publishing House Pvt. Ltd. New Delhi.
4. P.C.Tulsian Business Law Tata McGraw Hill Publishing Co.Ltd. New Delhi.
5. Khergamwala The Negotiable Instruments Act N.M.Tripathi publications.
6. Avtar Singh Consumer Protection Act Eastern Book Co. Lucknow.
7. K.D.Raju Intellectual Property Law New Era Law Publications, Delhi.
8. E.T.Lokganathan Intellectual Property Rights New Century Publications, New Delhi.
9. Krishna Kumar Cyber Laws, Intellectual Property & E-commerce Security Dominant Publishers &
Distributors, New Delhi.
10. M.K.Saxena Information Technology Law
11. Dr.R.K.Chaubey An introduction to Cyber-crime and Cyber Law Kamal Law House
12. Justice Yatindra Singh Cyber Law Universal Law Publishing Co.
13. Adv.Sunil Dighe The Maharashtra Stamp Act Snow White Publications pvt. ltd. Mumbai
14. G.M.Divekar The Maharashtra Stamp Act Hind Law Publications, Pune.

Other References : Bare Acts, Websites, Journals, Articles, Reports.

 STRATEGIC COST MANAGEMENT SPL. PAPER VII SEM VI

Detailed Syllabus

Unit Contents of Syllabus No of Lectures

1 1 Introduction 12
1.1 Trends and Changes in Business
Environment
1.2 Strategic Management (including Porters
competitive strategies)
1.3 Traditional Cost Management and Long-
Term Firm's Success
2 2 Strategic Cost Management 12

2.1 Concept, Objective , Suggested framework

2.2 Linking Cost Management to Strategies

2.3 Objects (Product, Process, Resources)

3 3 Techniques for Strategic Cost Management 30

3.1 Activity Based Costing

3.2 Target Costing

3.3 Life Cycle Costing

3.4 Benchmarking

3.5 Kaizan

3.6 Six Sigma

Total number of lectures 54

Recommended Books

1.Management and Cost Accounting by Alnoor Bhimani, Charles Horngren, Srikant, M. Datar and George
Foster

2.Management and Cost Accounting by Colin Drury

3.Advanced management Accounting by Robert S. Kaplan , Anthony A. Atkinson

4.Cost Accounting by Jawaharlal

5.Cost Accounting by BK Bhar

 RECENT TRENDS IN COST ACCOUNTING SPL. PAPER VIII SEM VI

Detailed Syllabus

Unit Contents of Syllabus No of

Lectures

1 Introduction 4

2 TQM 5

3 Theory of Constraints 5

4 Through put Costing 6

5 Value Chain Costing 6

6 Balanced Scorecard 6

7 Back flush costing 6

8 Transfer pricing 6

9 Case Studies 10

Total number of lectures 54

Recommended Books

1.Management and Cost Accounting by Alnoor Bhimani, Charles Horngren, Srikant, M. Datar and George
Foster

2.Management and Cost Accounting by Colin Drury

3.Advanced management Accounting by Robert S. Kaplan , Anthony A. Atkinson

4.Cost Accounting by Jawaharlal

5.Cost Accounting by BK Bhar

 BANKING TRENDS AND PRACTICE SPL. PAPER VII SEM VI

Detailed syllabus

Number
Unit Contents of the syllabus of
Lectures

1. 1.Title of the topic : Trends and Challenges in Banking

1.1 Indian Banking in Global Context

1.2 New banking Licenses for Private Sector Banks 14
1.3 Competition for Talent
1.4 Human Resource Management
1.5 Social responsibility
2. 2.Title of the topic : Marketing of Banking Services Products

3.1Meaning, Importance and Functions

3.2Marketing of Services 08
3.3Product Research & Development
3.4Test Marketing of Bank Products - Product Life Cycle
3. 3.Title of the topic : Banker Customer Relationship

3.1Relationship-Debtor and Creditor

3.2Banks Rights and Obligations
3.3 Right of Set Off 12

3.4 Obligation to Maintain Secrecy of Account Information

3.5 Disclosure Permitted as per Banking Practice
3.6Code of Banks Commitment to customers
4.Title of the topic:Types of Securities

4.1 General Principles of Secured Advances

4. 4.2 Advances against Fixed Deposit Receipts 10

4.3 Advances against Government Securities

4.4 Advances against Corporate Securities
5.Title of the topic: Lending Policies and Management of Non Performing
Assets(NPAs)
5. 5.1 Classification of Loans , Loan Appraisal and Lending Policies 10
5.2 Factors contributing to NPAs
5.3 Early Warning Signals
 5.4Management of NPAs
5.5 Recent Measures
Total Number of Lectures 54

Suggested Reference Books:

1. MuranjanS.K,Modern Banking in India .

2. Banking Theory and Practice, Reddy &Appanniah.
3. Natarajan&Gordon(2002)Banking Theory and Practice.
4. VarshneyP.N.Banking Law and Practice .
5. GomezClifford (2011)Banking and Finance - Theory, Law and Practice.
6. GuptaS. N,The Banking Law in Theory and Practice (In 3 Vol).
7. PandeyM C ,Kumar Subodh(2005)Banking Trends and Practices.
8. Modern Banking Managementby Dr S C Bihari , Dr S K Baral
9. Mohan.S ,Elangovan.R ,Financial Services.
10. MuraleedharanD(2013)Modern Banking Theory and Practice,PHI Learning pvt limited
11. JoshiVasant C., JoshiVinayV.Managing Indian Banks the Challenges Ahead.
12. MishraSukhvinder (2012)BankingLaw and Practice,S.Chand and Company Ltd.
Suggested Journals:

Reserve Bank Of India - Bulletin

Reserve Bank Of India - Occasional Papers
Economic and Political weekly

TheIndian Banker-Monthly Publication by Indian Banks Association

Web sites :

www.rbi.org.in

indiabudget.nic.in

iba.org.in
 INTERNATIONAL FINANCIAL SYSTEM AND EMERGING FINANCIAL MARKETS
SPL. PAPER VIII SEM VI

Detailed syllabus

Unit Contents of the syllabus Number of

Lectures

Unit 1 Title Of The Topic: Introduction to the international 10

financial System

1.1 Key International Financial Institutions and their Role in

International Finance.

i) IMF

ii) World Bank

iii) ADB

iv) IFC

v)EBRD

1.2 Role of International Financial Institutions in International

Financial Stability.

Unit 2 2. Title Of The Topic: International Financial Markets and 12

Instruments

2.1 International Money Market Instruments

2.2 International Capital Market Instruments

2.3Eurocurrency Markets

2.4 International Securities Markets and Instruments-Bonds,

Securities, GDR,ADR, EDR, IDR

2.5 Integration of Financial Markets.

Unit 3 3. Title Of The Topic: Emerging Markets and economies 12

3.1 Introduction to Emerging Markets and economies

3.2 Classification of Emerging Markets

3.3 Review and impact of recurring currency debt and banking

crisis on emerging markets.

3.4 Role of IMF and other Financial Institutions in Emerging

 Markets and Global Governance

Unit 4 4. Title Of The Topic: Foreign Institutional Investors 12

4.1 Balance of Payments and Capital Flows

4.Meaning and forms of FIIS

4.3 Factors determining size and composition of capital flows to

emerging markets

4.4 Impact and consequences of FII flows

Unit 5 5.Title Of The Topic: International Currency Crisis 8

5.1 Case Studies of Currency crisis in Latin America, South East

Asia,Russia,Mexico

Suggested Readings/References:
Apte .P.G.(2008) International Financial Management .TataMcGraw Hill,New Delhi
Maurice D.Levi (2012) International Finance. Tata McGraw Hill
Macroeconomics of Emerging Markets, Peter Montiel, Cambridge University PressISBN: 978-0521733045

Kevin .S (2009) Fundamentals of International Financial Management PHI Learning Pvt Ltd, New Delhi

Eun.S.Choel & Resnick Bruce.G (2004) International Financial Management, Tata McGraw Hill ,New
Delhi.

Bhalla V.K.(200) International Financial Management-Text and Cases, Amol Publishers Pvt Ltd.

Shapiro ,Allen .C (1995) Multinational Financial Management Prentice Hall of India Pvt Ltd, New Delhi.

Montiel Peter() Macroeconomics of Emerging Markets, Cambridge University PressISBN: 978-0521733045

Khanna Tarun & Paplepu Krishna (2010) Winning in Emerging Markets: A Road map for Strategy and
Execution. Harvard Business School Press .

Kharas Homi Lombardi Domenicio (2012) The Group of 20 : Origins,Prospects Challenges For Global
Govrnance.Brookings Institute

Krugman Paul.R.(2003) International Economic Theory and Policy Pearson Education

Mattoo Aaditya,Stern M.Roberts (2005) India and the WTO

Other References: Websites,Journals, Working Papers,World Bank Reports

 MARKETING AND HUMAN RESOURCE MANAGEMENT - SPL. PAPER VII SEM VI

Detailed syllabus

Number of
Unit Contents of the syllabus
Lectures

1 Title of the topic : Marketing Concepts

1.1 Meaning, functions and scope of marketing

1.2 Marketing Mix 12
1.3 Product managements-types, product mix, packaging concept
1.4 Product price concept-cost plus, variable price policy,base price and
discount
1.5 .Market research
2 Title of the topic :Marketing Strategyfor new ventures
2.1 Market segmentation
2.2.Target market selection
2.3 Strategic approaches to segmentation 15
2.4 Branding concept and strategies
2.5 Packaging strategies
2.6 Pricing strategies
2.7 Sales promotion techniques
3 Title of the topic : Human resource management for new ventures

3.1 Function of HRM

3.2 HR planning and recruitment and selection 10

3.3 Performance appraisal

3.4 salary administration

4 Title of the topic :Legal aspects for new venture creation-

4.1 Introduction to Factories act(health, safety, welfare) and its importance

10
4.2 Importance of Industrial dispute act,

4.3 Importance to Payment of wages act

5 Cases in Marketing and Human Resource Management 07

Total Number of Lectures 54

Suggested Reference Books

1. Marketing Management -: Philip Kotler, Kevin Lane Keller

2. Principles of Marketing -: Philip Kotler, Gary Armstrong
3. Marketing Management -: Ramaswamy and Namakumari
4. Marketing Management -: Rajan Saxena.
5. Marketing Management -: Debraj Datta, Mahua Datta.
6. Handbook of Marketing Management -: Biplab Bhose.

Suggested Journals

1. Journal of Marketing

2. Journal of Marketing Research .

3. Journal of Consumer Research

4. Journal of Advertising

5. Journal of Retailing

6. Industrial Marketing Management

7. Journal of International Marketing

 STRATEGIC ENTERPRISE MANAGMENT - SPL. PAPER VII SEM VII

Detailed syllabus

Number of
Unit Contents of the syllabus
Lectures

1 Title of the topic : Role and Problems of small scale enterprise

1.1. Role of small scale enterprises in economic development 12
1.2 Problems and success resolutions of small scale industries
1.3 succession planning
2 Title of the topic : Organisation life cycle
2.1 Stages in growth of enterprise ( organization life cycle) 14
2.2 Changing entrepreneurial role
2.3 Applicability of the industrial acts
3 Title of the topic : Growth strategies
3.1 Strategic management- meaning and process
3.2 Types of strategies 12
3.3 Models of competitive advantage- Porters five forces model and Value
Chain model.
3.4 Zoning requirements
4 Title of the topic : Enterprise formats
4.Sole proprietorship and partnership
4.2 Corporation- Limited liability company and joint venture 14
4.3 Franchising
4.4 Acquiring business
4.4 E-Commerce and the enterprise
Total Number of Lectures 54

Suggested Reference Books

1. Entrepreneurship Development Small Business Enterprises Poornima Chrantimath Pearson

Publication
2. Entrepreneur Development New Venture Creation Satish Taneja and S.L Gupta Galgotia
Publication
3. Entrepreneurship-New Venture Creation , David Holt Prentice Hall of India
4. Entrepreneurship Management; Dr.Aruna Kaulgad; Thomson Publication
5. Essentials of Entrepreneurship and small business Management; Thomas Zimmerer and
Norman S; Pearson Publication
6. Strategic Management and Business Policy, Azar Kazmi
Web sites :

1. www.csmweb.com
 ADVERTISING MANAGEMENT SPL. PAPER VII SEM VI

Detailed syllabus

Number of
Unit Contents of the syllabus
Lectures

1 Title of the topic : Fundamentals of Advertising

1.1 Conceptual framework, Nature, Scope, and Function of Advertising,

Role of Advertising in Modern Business 14
1.2 Advertising-Objectives, Types, Benefits and Limitation
1.3 Economic and Social Aspects of Advertising
1.4 Process of Advertising-strategies and Factors
1.5
2 Title of the topic : Appeals and Approaches in Advertising

2.1 Introduction-Different Appeals and their Significance

2.2 Advertising Message, Direct and Indirect Appeal. 13
2.3 Relationship between Advertising Appeal and Buying Motive,
2.4 Positive and Negative Emotional Approaches

3 Title of the topic : Advertising Media and Advertising Agency

3.1 Classification and Characteristics of Different Media-Comparative

Study of Advertising Media.
3.2 Selection of Media-Factors affecting Selection of Media, Media Mix-
Geographical Selectivity-Media Scheduling-Advertising. 13
3.3 Evolution and History of Advertising Agency, Factors involved in
Agency selection
3.4 Audience Segmentation and Media, Corporate Advertisement-
Corporate Advertising in India

4 Title of the topic : Advertising and Indian culture

4.1 Impact of culture on advertising

4.2 Impact of advertising on culture (role in bringing about cultural
changes)

4.3 Making advertising culture specific, role of local flavor 14

4.4 Cross and multi-cultural advertising, cross cultural segmentation,

Social benefits of advertising ,Impact of advertising on attitudes,

behavior, norms, perceptions and lifestyle

Total Number of Lectures 54

 Suggested Reference Books

1) Marketing Management,11thth Edition, Philip Kotler, Published by-Prentice Hall of India Private
Lmt, New Delhi
2) Marketing Management-Global Perspective -Indian Context, 4th Edition-2010V.S. Ramaswamy &
S. Namakumari, , Macmillan Publishers India LMT, New Delhi
3) Advertising Management ,Oxford University Press ,By Jaishri Jethwaney and Shruti Jain
4) Advertising Mangement ,By Rajeev Batra, John Myers and Davis Aaket ,Published by Prentice
Hall of India Private Limited,New Delhi
5) Ogilvy on Advertising,by David Ogilvy
6) Advertising Management,concept and cases.By Manendra Mohan
 MARKETING-A GLOBAL PERSPECTIVE SPL. PAPER VIII SEM VI

Detailed syllabus

Number of
Unit Contents of the syllabus
Lectures

1 Title of the topic : The Global Market place

1.1 Global Marketing Today
1.2 Looking at the Global Marketing Environment 14
1.3 Deciding whether to go global
1.4 Deciding which Markets to Enter, Deciding how to enter the market
2 Title of the topic : From Globalization to Glocalization

2.1 Overview on the concept of Globalization, Impact of Globalization on

the world economy
14
2.2 Companies going Global, Impact of Global brands on the consumers
2.3 Glocalization: Companies moving towards Glocalization
2.4 Case Studies on various companies adopting Glocalization strategy
for going local.
3 Title of the topic : Impact of culture on Global Marketing

3.1 Meaning of cultural differences, Importance of studying cultural

differences in marketing 14
3.2 Cultural differences and global marketing
3.3 Designing 4 ps for a Global brand
3.4 Consumer behavior and Culture: The Global consumer culture
4 Title of the topic : The New Global Scene

4.1 Contemporary Global Economy

12
4.2 The rise of China and India
4.3 American MNC Brands Get Negative Publicity
4.4 The IT Sweep and the spread of e-commerce/Online Marketing
Total Number of Lectures 54

Suggested Reference Books

1. Global Marketing Management ,Warren J. Keegan, published by Prentice Hall of india

Limited
2. International Marketing, By Philip R Cateora, John L Graham and Prashant Salwan, Published
by TATA McGrw Hill
3. Marketing across Cultures, by Fons Trompenaars and Peter Woolliams