PRINCIPLES OF MANAGEMENT UNIT I Management importance concepts - nature functions- management and administration thoughts modern management approaches

oaches MBO merits and demerits. UNIT II Planning nature and importance forms strategic and tactical types of plans steps in planning decision making types of decisions decision making process rationality in decision making. UNIT III Organization process of organization organization structure departmentalization span of management delegation authority, responsibility accountability decentralization. UNIT IV Directing principles elements motivation maslow, herzberg, vroom models communication process forms barriers overcoming barriers. UNIT V Leadership theories styles managerial grid. Co-ordination meaning need types. Control controlling need for control control process control techniques. Suggested Reading: L.M. Prasad Sultan Chand & Sons. T.M. Ramasamy Himalaya Publishing House. P.C. Tripathi, P.N. Reddy Tata McGraw Hill Publishing House.

ADVERTISING AND SALES PROMOTION UNIT I: Advertising An Introduction Origin and Development Definition and Classification Planning Framework Organizing Framework the Advertiser and the Advertising Agency interface. Strategic Advertising Decisions Setting Advertising Objectives The Budget Decision Preparing the Product and Media Brief. UNIT II: Copy Decisions Visualization of Ad Layout Elements of Ad Copy and Creation Principles of verbal versus visual thinkers, Styles and Stages in advertising copy creation Copy (Pre-) Testing methods and measurements. UNIT III: Media Decisions Media Planning and Selection Concepts of Reach, Frequency, Continuity, and Selectivity Measures of Media Cost Efficiency Media (Readership / Viewership) Research. The Internet as an Advertising Medium: Tracking Website visits, page views, hits, and click-stream analysis, permission marketing and privacy, ethical concerns. UNIT IV: Measuring Effectiveness Measuring Advertising Effectiveness Control of Advertising by practitioners, media and the market Advertising in the International Market-place Advertising and Principles of Integrated Marketing Communication and Image Building. UNIT V: Sales Promotion Rationale, Types Consumer and Trade Promotions Sales Promotion Strategies and Practices, Cross Promotions, Surrogate Selling, Bait and Switch advertising issues. BRAND EQUITY Concepts and Criteria, Building, Measuring and Managing Brand Equity, Linking Advertising and sales promotion to achieve brand-standing Leveraging Brand Values for business and nonbusiness contexts.
REFERENCES:

1. 2. 3. 4. 5.

Shimp, Advertising and Promotion: An IMC Approach, Cengage Learning, 2007 O Guinn, Advertising and Integrated Brand Promotion, Cengage Learning, 2006 Williams. F. Arens, Contemporary Advertising, TMH, 2006. Batra, Myers and Aaker, Adwertising Management , 5th edition, PHI, 2007. Larry.D.Kelley and Donald.W.Jugenheimer, Advertising Media Planning: A Brand Management Approach, PHI, 2007. 6. William Wells, John Burnett and Sandra Moriarty, Advertising: Principles and Practice, 6th edition, PHI, 2007. 7. Wright, Winter & Zeigler: ADVERTISING, Tata McGraw Hill.

BRAND MANAGEMENT UNIT I: Introduction to the Brand Brand- definition & concept, brand image & imagery, Brand benefits and brand value Brand Association Brand personality & personification, brand identity, brand positioning UNIT II: Brand Building Consumer products, consumer durables, services, Rural commodities, corporate brand building, Retail branding UNIT III: Brand leveraging Brand equity, brand extensions, brand repositioning, Brand Valuation Brand Success Strategic success, product success, brand association and creating a brand niche UNIT IV: Brand Strategies Design & implementation of brand strategies UNIT V: Global Branding Global brands, global brand planning system, global brand leadership, cross country synergy
SUGGESTED READINGS:

1. U.C.Mathur, Brand Management Text & Cases, Macmillan, 2006. 2. Keller Kevin Lane, Strategic Brand Management-Building, Measuring and Managing, Brand Equity, 2nd edition, PHI, 2007.

PERFORMANCE MANAGEMENT UNIT I: Performance Management Introduction, Role of performance in organization, Dimensions, Role of appraisals in Performance Management, Performance management process, Relevance of objectives in organizations, Organizational & individual performance, Process Performance management & human resources management UNIT II: Performance planning & Analysis Performance planning, Performance analysis, KPAs, Components of Performance planning, Objectives of performance analysis, Process of Performance analysis UNIT III: Performance review & discussion Significance of review, Process of performance review, Performance rating, Performance appraisal factors, Methods & errors, Reducing raters bias, Performance review discussions, Objectives, Requisites, Process, Role of mentoring, Coaching in performance review discussions UNIT IV: Implementing Performance Management System Operationalizing change, Implementing process, Factors affecting implementation, Pitfalls in implementation Experiences in performance management Traditional practices, Recent approaches, Case studies in performance management in select organization UNIT V: Appraisal Systems Introduction, purpose of Appraisal, Pros & Cons of Appraising, Methods of Appraising, Who can Appraise, Appraisals & HR Decisions Reward systems, legal, issues and team performance management. Reward systems & legal issues, Managing team performance
REFERENCES:

1. 2. 3. 4. 5.

Prem Chadha, Performance Management, Macmillan, 2008. T.V.Rao, Performance Management & Appraisal Systems, ResponseBooks,2007. Herman Aguinis, Performance Management, Pearson education, 2008. Peter Ward, 360 Degree Feedback, Jaico publishing house,2006. Dewakar Goel,Performance Appraisal & Compenstion Management, Prentice Hall of India, 2008. 6. B.D.Singh, Compenstion & Reward Management, Excel Books, 2007. 7. R.K.Sahu, Performance Management System, Excel Books , 2007. 8. Srinivas . R. Kandula, Performance Management, PHI, 2006. 9. Edited by Frances NEale, Hand book of Performance Management, Jaico Publishing, 2008. 10. Micjael Armstrong & Angela Baron, Performance Management, Jaico Publishing, 2007. 11. Cardy, Performance Management Concepts, Skills & Exercises, PHI, 2007.