part course title - syllabus.b-u.ac.insyllabus.b-u.ac.in/syl_college/1112/u92.pdf · core vii...

BBA Evenet Management & PR - Syllabus 2011-12 0nwards - CPOP of 34

BHARATHIAR UNIVERSITY: COIMBATORE-641 046

B. B. A. In EVENT MANAGEMENT & PR (For the CPOP students admitted during the academic year 2011-12 & onwards)

SCHEME OF EXAMINATIONS – CBCS Pattern

Part

Study

Components

Course Title

Ins.

hrs

/Wee

k

Dur.

Hr

CIA

Mar

ks

Tota

l

Cre

dit

s

SEMESTER –I

I Language-I 6 3 25 75 100 4

II English-I 6 3 25 75 100 4

III Core I – Management Process 5 3 25 75 100 4

III Core II – Financial Accounting 5 3 25 75 100 4

III Allied Paper I – Mathematics for Management-I 6 3 25 75 100 4

IV Environmental Studies # 2 - - 50 50 2

SEMESTER –II

I Language-II 6 3 25 75 100 4

II English-II 6 3 25 75 100 4

III Core III – Organisational Behaviour 5 3 20 55 75 3

III Core IV – Economics for Executives 6 3 25 75 100 4

III Allied Paper II – Mathematics for Management-II 5 3 25 75 100 4

IV Value Education – Human Rights # 2 - - 50 50 2

SEMESTER –III

III Core V – Business Communication 5 3 20 55 75 3

III Core VI– Marketing Management 5 3 25 75 100 4

III Core VII – Introduction To Event Management & PR 5 3

25

75 100 4

III Core VIII - Event Management Planning 5 3 25 75 100 4

III Allied : III - Event Production Process 5 3 25 75 100 4

IV Skill Based Subject-I : Retail Environment 3 3 20 55 75 3

IV Non-Major Elective-I : Women’s Rights 2 - - 50 50 2

SEMESTER –IV

III Core IX - Human Resource Management 5 3 25 75 100 4

III Core X – Event Cost Accounting & Finance

Management 5 3

25

75 100 4

III Core XI – Event Marketing & Sponsorship 5 3 25 75 100 4

III Core XII –PC Software (Ms Office) – Theory 2 3 10 40 50 2

III Core XIII–PC Software (MsOffice ) – Practical 3 3 20 30 50 2

III Allied : IV – Special Events Events

– Wedding Planning & Live

5 3

25

75 100 4

IV Skill based Subject-2 : Consumer Behaviour 3 3 20 55 75 3

IV Non-major elective-II : General Awareness 2 -

50 50 2


SEMESTER –V

III Core XIV – Management Information System 5 3 25 75 100 4

III Core XV – Event Team & Crew Management 5 3 25 75 100 4

III Core XVI – Event Resource Management 5 3 25 75 100 4

III Core XVI – Brand Management 4 3 10 40 50 2

III Core XVII – Event Hospitality, Law & Permissions 4 3 20 30 50 2

III Elective –I : Special Events – Mice & Corporate Events 4 3 25 75 100 4

IV Skill based Subject –3 : Merchandising Management 3 3 20 55 75 3

SEMESTER –VI

III Core XVIII – Entrepreneurship and Project Management 6 3 25 75 100 4

III Core XIX - Public Relations 5 3 25 75 100 4

III Core XX – Advertising Management For Services

5 3 25 75 100 4

III Elective –II :Media Management 5 3 25 75 100 4

III Elective –III : Tourism Marketing 5 3 25 75 100 4

IV Skill based Subject –4 :Customer Relationship Management 4 3 20 55 75 3

V Extension Activities @Event Training’s - - - - 50 2

TOTAL - - - - 3500 140


SEMESTER - I

MANAGEMENT PROCESS

UNIT -I Business - meaning -business and profession, requirements of a successful business-

Organisation - meaning - importance of business organisation. Forms of business

Organisation-Sole traders, partnership, Joint Hindu family firm - Joint Stock

Companies - Cooperative Organisations - Public Utilities and Public Enterprises.

UNIT –II Nature and Scope of Management process – Definitio ns of Management –

Management: a science or an art? - Scientific Management - Managerial functions

and roles – The evolution of Management Theory.

UNIT –III Planning: meaning and purpose of planning - steps in planning - types of planning.

Objectives and Policies - Decision making: Process of Decision making - types of

Decisions.

UNIT -IV Organising: Types of organisation - Organisational structure - span of control - use of

staff units and committees. Delegation: Delegation and centralisation - Line and Staff

relationship. Staffing: Sources of recruitment - Selection process - training.

UNIT - V Directing: Nature and purpose of Directing. Controlling: Need for co-ordination -

meaning and importance of controls - control process - Budgetary and non-Budgetary

controls - Modern trends in Management Process - case studies.

REFERENCE BOOKS

1. Business Organisation - Bhushan Y.K. 2. Principles of Management – L.M. Prasad 3. Business Management – DinkarPagare 4. Principles of Business organisation and Management – P.N. REDDY


FINANCIAL ACCOUNTING

UNIT - I Basic Accounting concepts - Kinds of Accounts – Financial Accounting vs. Cost

Accounting - Financial Accounting vs. Management Accounting -Double Entry Book

Keeping – Rules of Double Entry System – Preparation of Journal and Ledger

Accounts- problems - Subsidiary books - cash book – types of cash book - problems -

purchase book - sales book - sales return and purchase return books.

UNIT - II Trial balance - Errors – types of errors - Recti fication of errors – problems - Bank

reconciliation statement – problems.

UNIT - III Manufacturing - Trading - Profit & Loss Account - Balance sheet. – Problems with

simple adjustments.

UNIT - IV Accounting for non-trading institutions-Income & Expenditure Account- Receipts

and Payment Accounts and Balance sheet - Accounting for depreciation – methods of

depreciation – problems (straight line method and written down value method only)

UNIT - V Preparation of accounts from incomplete records. (Theory and problems may be in the ratio of 20% and 80%respectively)

REFERENCE BOOKS

1. Grewal, T.S. : Double Entry Book Keeping

2. Jain and Narang : Advanced Accountancy 3. Shukla and Grewal : Advanced Accountancy 4. Gupta and Radhaswamy : Advanced Accountancy 5. Gupta R.L. : Advanced Accountancy


MATHEMATICS FOR MANAGEMENT- I

UNIT - I Sets and set operation - Venn Diagrams - Elements of Co-ordinate system. Matrices,

Fundamental ideas about matrices and their operational rules – Matrix multiplication

- Inversion of square matrices of not more than 3rd order- solving system of

simultaneous liner equations.

UNIT-II Mathematics of Finance and series simple and compound interest - Arithmetic

progression - Geometric progression (Simple problems only).

UNIT-III Meaning and Definitions of Statistics - Scope and Limitations. Statistical enquiries -

Scope of the problem - Methods to be employed types of enquiries - Presentation of

data by Diagrammatic and Graphical Method - Formation of Frequency Distribution.

UNIT-IV Measures of Central tendency - Arithmetic Mean, Median, Mode, Geometric and

Harmonic mean, Measures of variation and standard, mean and quartile deviations -

Skew ness and Kurtoses Lorenx curve, Simple Correlation - Scatter diagram - Karl

Pearson’s Co-efficient of correlation – Rank correlation - Regression lines.

UNIT-V Analysis of Time Series: Methods of Measuring - Trend and Seasonal

variationsIndex number - Unweighted indices - Consumers price and cost of living

indices.

* Questions in theory and problems carry 30% and 70% marks respectively

REFERENCE BOOKS 1. Sundaresan and Jayaseelan - An Introduction to Business Mathematicsand

Statistical Methods 2. Gupta S.P. - Statistical Methods 3. Navaneethan P. - Business Mathematics 4. Statistics - R.S.N. Pillai, Mrs. Bhagavathi

5. P.R. Vittal - Business Mathematics and Statistics


SEMESTER – II

ORGANISATIONAL BEHAVIOUR

UNIT-I

Importance and scope of organisational psychology – Individual differences -

Intelligence tests - Measurement of intelligence Personality tests - nature, types

and uses

UNIT - II Perception - Factors affecting perception - Motivation - theories - financial and non-

financial motivation - techniques of motivation - Transactional Analysis - Brain

storming.

UNIT - III Job satisfaction - meaning - factors - theories - Management of job satisfaction -

Morale - importance - Employee attitude and behaviour and their significance to

employee productivity - job enrichment - job enlargement.

UNIT – IV Hawthorne Experiment - importance - Group Dynamics - Cohesiveness – Co-

operation - competition - conflict - Types of Conflict – Resolution of conflict -

Sociometry- Group norms - Role - Status – supervision style - Training for

supervisions.

UNIT - V

Leadership - types - theories – Trait, Manageri al Grid, Fiedder’s contingency -

Organisational Culture, Organisational change - organisational effectiveness –

organisational development - counselling and guidance - Importance of counsellor -

types of counselling - merits of counselling.

REFERENCE BOOKS

1. Keith Davis - Human Behaviour at Work

2. Ghos - Industrial Psychology

3. Fred Luthans - OrganisationalBehaviour

4. L.M. Prasad - OrganisationalBehaviour

5. Hippo - OrganisationalBehaviour


ECONOMICS FOR EXECUTIVES

UNIT - I Objectives of business firms - Profit Maximisation - Social responsibilities - Demand

analysis - Law of Demand - Elasticity of demand.

UNIT - II Production function - Factors of production - Laws of diminishing returns and Law of

variable proportions - Economics of Scale – Cost an d Revenue Curves - Break -

even- point analysis.

UNIT - III Market structure and prices - Pricing under perfect Competition - Pricing under

Monopoly - Price discrimination - Pricing under Monopolistic competition -

Oligopoly.

UNIT - IV Pricing under factors of production; wages - Marginal productivity theory - Interest -

Keyne's Liquidity preference theory – Theories of Profit - Dynamic theory of Profit -

Risk Theory - Uncertainty theory.

UNIT - V Government and Business - Performance of public enterprises in India - Price policy

in public utilities, Government measures to control Monopoly in India - MRTP Act.

REFERENCE BOOKS 1. Sankaran - Business Economics 2. Markar Et al - Business Economics 3. Sundaram K.P &Sundaram E - Business Economics


MATHEMATICS FOR MANAGEMENT- II

UNIT - I Introduction to Operations Research - Meaning - Scope – Models - Limitation. Linear

Programming - Formulation – Application in M anagement decision making

(Graphical method only)

UNIT - II Transportation (Non- degenerate only) - Assignment problems - Simple

Problems only

UNIT - III Game Theory:- Queuing theory - Graphical Solution – mx2 and 2xn type. Solving

game by Dominance property - fundamentals - Simple problems only. Replacement

problem – Replacement of equipment that detoriates gradually (value of money does

not change with time)

UNIT - IV CPM - Principles - Construction of Network for projects – Types of Floats – Slack-

crash programme.

UNIT -V PERT - Time scale analysis - critical path - probability of completion of project -

Advantages and Limitations.

Note: Theory and problem shall be distributed at 20% and 80% respectively.

REFERENCE BOOKS

1. KantiSwarup, Gupta R.K. - Operations Research

2. P.R. Vittal - Operations Research 3. Gupta S.P. - Statistical Methods.


SEMESTER – III

BUSINESS COMMUNICATION

UNIT-I Essential and Importance of Business Communication. Methods of

Communication –Types – Barriers.

UNIT – II Communication through letters – Layout of letters b usiness enquiries – Offers and

Quotations – Orders – Execution of Orders – Cancellation of Orders – Claims –

Adjustments and settlement of accounts – Letters of complaints – Collection letters –

Status enquiries – Bank correspondence – Tenders – Letter to the editor.

UNIT – III Correspondence of company secretary with share holders and directors – Agenda –

Minutes – Preparation.

UNIT – IV Communication through reports: Essentials – Importance – Contents - Reports by

individuals – Committees – Annual report – Applicat ion for appointment – reference

and appointment orders.

UNIT - V Internal communication: Short speeches – Memo – Cir superiors – Precise writing –

Communication media – Intercom, Telex and Telephone – Fax – Internet.

REFERENCE BOOKS

1. Rajendra Pal Korahill, ―Essentials of Business Communication‖, Sultan Ch and &

Sons,New Delhi, 2006. 2. Ramesh, MS, & C. C Pattanshetti, ―Business Communication‖, R.Chand&Co, New Delhi, 2003.

3. Rodriquez M V, ―Effective Business Communication Concept‖ Vikas Publishing Company ,2003.


MARKETING MANAGEMENT

UNIT - I

Definition of Marketing - Marketing Management- Marketing concept - meaning

Importance of marketing in developing countries - Functions of Marketing - Marketing

environment: various environmental factors affecting the marketing function.

UNIT - II

Buyer Behaviour - Buying motives - explanation of motivation – Market Segmentation

of different bases - Marketing strategy - Market Structure - Definition and types of channel

- Channel selection & problems.

UNIT - III The Product-Marketing characteristics -consumer goods-industrial goods- Production

policy - Product Life Cycle (PLC) - Product mix - modification & elimination - packing -

Developing new Products- strategies.

UNIT - IV

Pricing: Meaning to Buyer & Seller - pricing policies – Objective factors influencing

pricing decisions - Competitors action to price changes - multiproduct pricing. Physical

Distribution - Management of physical distribution - marketing risks.

UNIT - V

Branding Decisions: Brand-Brand Image, Brand Identity-Brand Personality -Positioning and leveraging the brands-Brands Equity.

REFERENCE BOOKS

1. Philip Kotler - Marketing Management

2. Rajan Nair - Marketing Management

3. Cundiff and Still - Fundamentals of modern marketing


INTRODUCTION TO EVENT MANAGEMENT & PR

UNIT – I

Why Event Management, Requirement of Event Manager, Analyzing the events, Scope of

the Event, Decision-makers, Technical Staff, Developing Record-Keeping Systems,

Establishing Policies & Procedures

UNIT – II

Preparing a Planning Schedule, Organizing Tasks, Assigning Responsibility, and

Communicating, Using the Schedule Properly, The Budget, Overall Planning tips,

Checklists, Expert Resources, Computer Software Required.

UNIT – III Who are the people on the Event, Locating People, Clarifying Roles, Developing content

Guidelines, Participant Tips, Reference Checks, Requirement Forms, Introduction, Fees &

Honorariums, Expense Reimbursement, Travel Arrangements, Worksheets.

UNIT – IV Types of Events, Roles & Responsibilities of Event Management in Different Events,

Scope of the Work, Approach towards Events

UNIT – V

Introduction to Public Relations – Concept, Nature, Importance, Steps, Limitations,

Objectives Media – Types of Media, Media relations, Media Management PR strategy and

planning – identifying right PR strategy, Brain Storming sessions, Event organization,

writing for PR

REFERENCE BOOKS

1. Event Management: A Blooming Industry and an Eventful Careerby Devesh

Kishore, Ganga Sagar Singh - Har-anand Publications Pvt. Ltd. -

2. Event Management by Swarup K. Goyal - Adhyayan Publisher - 2009

3. Event Management & Public Relations by Savita Mohan - Enkay Publishing House.

http://www.flipkart.com/author/ganga-sagar-singh


EVENT MANAGEMENT PLANNING

UNIT – I

Understand event- type of events, reason and need for events, role of event Management

Company. Introduction to planning – Meaning & Defining planning, Characteristics of

Good Planner, SWOT Analysis, Five W’s

UNIT – II

Understand Process – Meaning, Need, And Benefits of a Process, Steps for Creating

Process, Planning event – Determining the purpose of your event, Types of Events for

Your Business, What's the Goal of Your Event?, Understanding Your Event's Audience,

UNIT – III Events for Amping Up Marketing and Sales, Events to Start or Enhance Awareness,

Events to Increase Productivity, Crossover Events, Identifying the Scope and Size of the

Event, Social Versus Business Aspects, Outlining Your Needs, Set your Event Vision,

Assessment of information, Design objectives for your events.

UNIT -IV

Event Planning Process, Creation of Concept – Brain storming for concept, Creativity,

Budgeting of Event- The Budget's Purpose, Budget Line Items, Other Costs to Consider,

Angling for Income, Drafting a Budget, Activating a Budget, Keeping a Budget on Track,

The Master Plan Creation of Blue print, Event Calendar, Creation of Check list, Event

Flow, Time Frames and Dead Lines.

UNIT - V

Staffing and Vendors, Logistic and Staging, Breaking Down the Event, Outsourcing

Strategies, Working with Vendors, Negotiating Tactics, Accountability and Responsibility.

REFERENCE BOOKS 1. Start And Run Event planning business by Cindy lemaire Mardi foster-walker -

Self-Counsel Press, 01-Sep-2004, ISBN - 1551803674, 9781551803678

2. Start Your Own Event Planning Business 3/E: Your Step-by-Step Guide to Success

- Entrepreneur Press (Author), Cheryl Kimball (Author) - Publication Date: June

13, 2011

3. Event Planning Ethics and Etiquette - Publisher: John Wiley & Son, Publication


EVENT PRODUCTION PROCESS

UNIT – I

Producing a great show – phases of staging an Event, Pre Production Checklist, Event

Logestic – understand logstic, caterories of logestic, elementa of logestic system, event site

logestic, event shut Down Site Selection , Layout and design.

UNIT – II

Supply of Facilities – Audiovisuals, Purpose of visual presentation, Visual sources, 53 mm

slides, Overhead projectors, Pre – recorded videos, Live videos and IMAG, Computer

generated Signal Processing, Distribution Amplifiers, Scalers, Scan Converters, Switchers,

Projection Equipment, Slide Projectors, Overhead Projectors,

UNIT – III Visual Presenters, Video/Data Projectors, Display Equipment, Plain Screen, Monitors,

Video walls, LED Screens, Teleprompters, Other Unusual Surfaces, Multimedia

Presentations, Setting Goals and Content for the Show, Choosing Equipment and

Personnel, Putting it Together, Equipment Setup and Operation, Setup, Operation during

the Event, Risk and Safety.

UNIT – IV

Lightings – objectives of event lightings - visibility, relevance, composition, mood –

Quality of lights – Intensity, distribution, color, direction, movement – Lighting

Instruments – construction of luminaires, types and users of luminaires – event lighting

design – conceptual design, practical design, physical design Sound

UNIT - V

Audio Systems Acoustic Theory and Its Application to the Event Space What Is Sound?

Sound Propagation and Its Relationship to the Event Space Uses of an Audio System,

Audio for Speech, Audio for Entertainment, Main Audio System Groups and Their

Components, Input Group, Signal Processing and Routing Group, Output Group

Signal Path and Equipment Locations in the Event Space, Signal Path, Equipment

Locations, Pre-Event Sound Check and System Operation during the Event, Pre Event

Sound Check, System Operation during the Event, Risk and Safety

REFERENCE BOOKS 1. Event Entertainment and Production - Author: Mark Sonder, CSEP - Publisher:

Wiley & Sons, Inc. - ISBN: 0-471-26306-0

2. Special Event Production - Doug Matthews - ISBN: 978-0-7506-8523-8

3. The Complete Guide to Successful Event Planning - Shannon Kilkenny

http://www.tatteredcover.com/search/apachesolr_search/?author_filter=Kilkenny%2C+Shannon


Skill Based Subject-1 : RETAIL ENVIRONMENT

UNIT I Retail: Meaning – Functions and special characteris tics of a Retailer – Reasons for

studying. Retailing – Marketing-Retailer Equation – Marketing concepts applied to

retailing – Retailing as a career – Trends in Retai ling.

UNIT II Retail Model and Theories of Retail Development – L ife cycle and phase in growth of

retail markets – Business models in retail – other Retail models.

UNIT II Strategic Planning in Retailing: Situation Analysis – Objectives – Need for identifying

consumer needs – Overall strategy, feedback and con trol – consumer decision-making

process.

UNIT IV Retail in India: Evolution and Size of retail in India – Drivers of retail change in India –

Foreign Direct Investment in retail – Challenges to retail developments in India.

UNIT V Global retail markets: Strategic planning process for global retailing – Challenges facing

global retailers – Challenges and Threats in global retailing – Factors affecting the

success of a global retailing strategy

REFERENCE BOOKS: SwapnaPradhan – Retailing Management – Text and Cases, Tata McGraw Hill – 2 nd edition, 2004 Barry Berman and Joel R Evans – Retailing Managemen t – A Strategic Approach, Prentice Hall of India, 8th Edition, 2002. James R. Ogden, Denise Ogden – Integrated, Retail M anagement – Biztantra 2005 Gibson

G Vedamani – Retail Management – Functional Principles and Prectice, Jaico Publishing

House, Second edition, 2004.


SEMESTER – IV

HUMAN RESOURCE MANAGEMENT

UNIT - I

Human Resource Management - meaning, nature, scope and objective – Functions of

Personnel Department - The Role of Personnel manager - Organisation of personnel

department - Personnel Policies and Procedures.

UNIT - II

Manpower planning - Job analysis - Job description - Job specification - Role analysis -

Recruitment and Selection - Training and Development.

UNIT - III Performance appraisal - Job evaluation and merit rating - Promotion - Transfer and

demotion - Human relations - approaches to good human relations - Reinforcements.

UNIT - IV Wages and Salary administration - Incentive system - Labour welfare and Social Security - Safety, health and Security - retirement benefits to employees.

UNIT - V Industrial relations - Trade unionism - Grievance handling – collective bargaining and

worker's participation in management.

REFERENCE BOOKS:

1. VSP. Rao - Human Resource Management

2. Tripathy - Personnel Management and Industrial Relations

3. Bhagoiwal - Personnel Management and Industrial Relation

4. Memoria - Personnel Management and Industrial Relations


EVENT COST ACCOUNTING & FINANCE MANAGEMENT

UNIT - I Introduction to Event Cost Accounting, Objectives and scope of Event Cost Accounting,

Event Cost centres and Cost units, Event Cost classification, Profit measurement, Decision

making and control, Elements of Costing system, Cost Ascertainment, Material Cost,

Employee Cost, Direct Expenses, Overheads, Making of a Cost Statement and Profit

Calculations.

UNIT - II

Event Costing - Fixed Cost & Variable Cost, Volume Profit Analysis, Break Even Point,

B.E.P. Analysis for Events, B.E.P. Analysis As Applied To Event Management And

Tactical Decisions.

UNIT - III

Budget And Events - Introduction, Making the Budget, do’s, don’ts, Contingency,

Monitoring the budget, Budget Review, Budget Control & Variance.

UNIT –IV Income Categories for an Event, Expenses, Venue, Outdoor Venues, Indoor venues,

Budget for Sets, Security, Sound & Lights, Generators, walkie talkie, Pyros, Advertising

PR, Print, Hoardings, Buses, Public Relations, Performers, Use Of Cost Centers In Event

Management, Event Management Fees, Percentage of the total event cost, flat fees,

package price.

UNIT – V Event Market Analysis, Technical Analysis, Financial Analysis, Key issues in Project

Analysis, Project Appraisal, financial appraisal, Application for financial assistance, Ratio

Analysis for Events, Means of Financing, Profitability & Cash Flow, Managing Cash Flow

In Events Significance, types of Expenses, Accounting Pattern, Evaluation.

REFERENCE BOOKS

1. Advanced Accountancy - R.L.Gupta and Radhaswamy

2. Management Accounting - Brown and Howard

3. Management Accounting - Khan and Jain

4. Management Accounting - S.N.Maheswari

5. Management Accounting - Antony and Recece

6. Management Accounting - J.Batty


EVENT MARKETING & SPONSORSHIP

UNIT – I

Introduction To Event Marketing - The Objectives Of Event Marketing, Advertising As A

Part Of Marketing. Brand Name, Product Design, Post-Self Support, Future Of Event

Marketing - Event Promotion, Tools Of Promotion, Advertising, Public Relations, Tips On

Writing A New ReleaseThe Promotion Schedule, Planning A Promotion Campaign For

An Event.

UNIT – II

Expectations And Goals Event Marketing An Added Dimension, Event and the Marketing

Communications Environment, Social Responsibility towards society, Setting objectives

to Direct Event sponsorship, Setting strategies and Tactics, Strategic considerations,

Dealing with Clutter, Understanding and controlling fees, Creating your own event.

UNIT – III

Marketing Of Events - The Need for Marketing, Consumer Expectations, Marketing Mix,

Four Ps, Elements, The Promotional mix, What should be the basis of Pricing, When

should the Payment be Made, How Should the Payment be Made, Promotion, Strategic

Decision, Marketing Objectives, The Promotional Mix, The Media Mix.

UNIT – IV

Future Of Event Marketing - Event Promotion, Tools of Promotion, Advertising, Public

Relations, Tips on writing a New Release, What is a Media kit, Direct Marketing, Word of

Mouth, Hospitality, Websites, The Promotion Schedule, Planning a Promotion Campaign

for an Event.

UNIT – V

Event Sponsorship Understand Sponsorship, Understand – Event Organizer, Event

Partners, Event Associates, Event Sponsor, Importance of sponsorship – for event

organizer, for sponsor, Type of Sponsorship, Making sponsorship database, making

sponsorship proposal, Closing a sponsorship, Research of sponsorship, Converting

sponsorship into partnership.

REFERENCE BOOKS

1. The Event Marketing Handbook – Saget Allison – 2006

2. Event Marketing - The Wiley Event Management Series - Leonard H. Hoyle

3. Event Marketing and Event Promotion Ideas - Eugene Loj

http://www.eugeneloj.com/


PC SOFTWARE (MS OFFICE) - Theory

UNIT-I Windows 2000- working with windows – moving format ion within windows arranging

Icons- Saving Window settings. MS Office Basics – Creating document – entering text-

Selecting text- giving instructions- Using tool bars- Menu commands-Keyboards

shortcuts- Saving files- Opening documents – Manipulating Windows – simple Editing-

Printing Files.

UNIT-II Word Basics – Using Auto text – Using Auto Correct Word editing technique-finding and

replacing text – Checking spelling – us ing templates- formatting – Formatting with styles

creating tables.

UNIT-III Excel Basics- entering data- Selecting Ranges- Editing entries – formatting entries- Simple

Calculation- naming cells and Ranges- Data display- printing worksheets –copying entries

between workbooks – Moving sheets between workbook-deleting sheets- Creating graphs.

UNIT-IV Power Point basics- Working in outline view- using a design template- Merging

presentations in Slider sorter view applying templates – Adding graphs- adding

organization Charts.

UNIT-V Access Basics- Creating a table- entering and adding records- Changing a structure-

working with records – Creating forms – establishable relationship using queries to extract

information.

REFERENCE BOOKS 1. Office 2000 Complete Reference by stepherL.Nelson. 2. PC Software for window made simplex by R.K Taxali – Tata McGraw Hill

Publishers Pvt. Ltd., 3. Quick Course in Micro soft Office Joyce Cox, Polly urban –Galgottia Publications. 4. PC Software for Office- Automation by T.Karthikeyan and Dr. C. Muthu-

Sultan Chand and Company.


PC Software (MS Office) PROGRAMMING LABORATORY

List of Practical’s MS-Word

1. Type the text, check spelling and grammar bullets and numbering list items,

align the text to left, right justify and centre. 2. Prepare a job application letter enclosing your Bio-Data 3. Perform Mail Merger Operation and Preparing labels. 4. Prepare the document in newspaper column layout.

MS – EXCEL 5. Worksheet Using Formulas. 6. Working Manipulation for electricity bill preparation. 7. Drawing graphs to illustrate class performance

8. An excel worksheet contains monthly sales details of five companies.

MS ACCESS

9. Simple commands perform sorting on name, place and pin code of students

database and address printing using label format. 10. Pay rolls processing and prepare report 11. Inventory control. 12. Screen designing for data entry.

MS POWER POINT 13. Prepare a PowerPoint presentation with at least three slides for department

Inaugural function. 14. Draw an organization chart with minimum three hierarchical levels. 15. Design an advertisement campaign with minimum three slides. 16. Insert an excel chart into a power point slide.


SPECIAL EVENTS – WEDDING PLANNING & LIVE EVENTS

UNIT – I About Wedding Industry, Why Wedding Planner Required, Job Responsibilities of

Wedding Planner, Skills required for wedding planner, Career as wedding Planner.

Wedding arrangements, budgeting.

UNIT – II Understanding Rituals and Customer, Understanding Wedding Flow, Creating Blue Print,

Designing Wedding Plan, Understanding entertainment requirements, Celebrity

management in wedding, Wedding work flow, Points to note down, Date & Time of

Wedding ceremonies, Venue address and venue no’s,

UNIT – III

Cost of Travelling, different modes of travelling, catering services checklist for wedding,

wedding checklist, creating paperwork according to wedding, Crew requirement for

wedding, crew work distribution, briefing of crew members, setting goals for crew heads,

execution of the wedding flow, final inspection of according to process.

UNIT – IV

About Live Events, Live entertainment Show Industry, Understanding the requirement of

live shows, Planning Live Show, Job Responsibilities of Live Show Planner.

UNIT – V

Live Show arrangements, budgeting, live Show Flow, Creating Blue Print, Designing Live

Show Plan, Understanding technical requirements, Celebrity management in Live Show.

REFERENCE BOOKS

1. Wedding Planning For Dummies, Second Edition by Marcy Blum

2. The Everything Wedding Organizer: Checklists, Charts, And Worksheets for

Planning the Perfect Day! (Everything: Weddings) by Shelly Hagen

3. The Ultimate Wedding Planner & Organizer by Alex Lluch

4. A Comprehensive Indian Wedding Planner - Sarbjit K. Gill (Author)

5. Professional Event Coordination (Wiley Desktop Editions) - Julia Rutherford

Silvers (Author)


Skill Based Subject-2 : CONSUMER BEHAVIOUR

UNIT-I

Introduction - Consumer Behaviour - definition - scope of consumer behaviour —

Discipline of consumer behavior - Customer Value Satisfaction — Retention —

Marketing ethics.

UNIT –II

Consumer research — Paradigms — The process of consumer research - consumer

motivation — dynamics — types — measurement of motives — consumer perception

UNIT – III

Consumer Learning — Behavioural learning theories — Measures of consumer learning

— Consumer attitude — formation — Strategies for attitude change

UNIT – IV

Social class Consumer Behaviour — Life style Profiles of consumer classes — Cross

Cultural Customers Behaviour Strategies.

UNIT-V

Consumer Decision Making — Opinion Leadership Dynamics - Types of consumer

decision making — A Model of Consumer Decision Making

REFERENCE BOOKS Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Behaviour, Prentice — Hall of

India, Sixth Edition, 1998. Paul Green Berg-Customer Relationship Management -Tata McGrawHill , 2002 Barry Berman and Joel R Evans — Retail Management — A Strategic Approach-

Prentice Hall of India, Tenth Edition, 2006

Gibson GVedamani — Retail Management — Functional Principles and Practice, Jaico

Publishing House, Second Edition, 2004


SEMESTER – V

MANAGEMENT INFORMATION SYSTEM UNIT I

Introduction to Information Systems - definition - features - steps in implementation of

MIS - need for information-information system for decision making- MIS as competitive

advantages – MIS structures.

UNIT II

MIS - Strategic information system - MIS support for planning - organising - controlling -

MIS for specific functions - personnel, finance, marketing inventory production Data Base

Management System Models - hierarchical -network - relatioanl - modular.

UNIT III

Computer Hardware - Description of electronic computers – CPU operations -

Classification of computers - main - mini - workstations - micro computers - Super

computers - personal computers. Computer Software - types of software - data

representation in computers - Introduction to client-server.

UNIT IV

Input devices - mouse - touch screens - MICR - OCR - keyboard - pen based Input - digital

scanners - voice input devices - sensors. Output devices - impact printers - non-impact

printers - video display terminals - plotters - voice output devices. Secondary storage

devices - magnetic disk, floppy, magnetic tape, optical disk storage - CDROM

UNIT V Telecommunication revolution - Introduction to Email, internet, intranet and

teleconferencing, www architecture, Introduction to E-Commerce, models B_B, B_C, and

EDI, EDI applications in business, electronic payment cash, smart cards, and credit cards.

REFERENCE BOOKS Management Information System - Murdick and Ross Management Information System- A contemporary perspective - Kenneth Laudon Management Information System - Gordon B Davis

Management Information System - James O brien

Computer applications in business - Subramanian K


EVENT TEAM & CREW MANAGEMENT

UNIT – I Research, The Event Management Process, Selecting the Appropriate Pre-Event

Research Method, Effective Presenting Your Pre-event Research Findings, The Five

W’s, How to produce consistently effective events, The SWOT analysis.

UNIT – II

The Nature of Teams, A Brief History of Team Building, Management Commitment,

Key Benefits of Teams, Key Drawbacks, Types of Teams, Organizational policy-making

Teams, Task Force or cross-Functional Teams, Department Improvement Teams,

Quality Circles, Self-Directed Work Teams, The Basics of Team Functioning: Forming a

Team,

UNIT – III

Selecting the Cause, Reach a Consensus with your committee, The Event should Fit the

Art show or auction, cocktail lecture, craft workshop, how to seminar, community

garage sale, sports event, Home or garden tour, Decorate shows houses, The Size Of

Your Organization, Community standards and Expectations,

UNIT – IV Forming The Event Team - The core group should comprise the following positions,

Committees for Each Chairperson, Event chairperson, The Chair Should also, Event

Checklist, Recheck before Event, Charity Liaison Chair, your first order of business is

to, Public Relations Chair, Mailing List Chair, Donation/Sponsors Chair, Telephone

Solicitation Chair, Decorating Chair.

UNIT – V

Plan, For a year- long Campaign or Major Event Mnth1, Mnth2, Mnth3, Mnth4, Mnth5,

Mnth6, One week before the Event, Day of The Event, Within 2 weeks After the Event,

Midsize Event, Six to Eight Weeks Before the Event, Four Week before THE Event,

One week before the Event, Day of the Event, Four Week before The Event, Sample

Responsibility/ Status Report, Three weeks before the Event, One week before The

Event, Day of the Event

REFERENCE BOOKS 1. The Secrets of Successful Team Management - Michael A. West (Author)

2. Successful Team Management [Paperback] - Nicky Hayes (Author)

3. Crew Resource Management, Second Edition by Barbara G. Kanki, Robert L.

Helmreich and Jose Anca


EVENT RESOURCE MANAGEMENT

UNIT – I Entertainment- Defining Entertainment, Form in Entertainment, Reasons for

Entertainment, Content in Entertainment, Staging Entertainment, Number of Performers

or Acts, Scheduling and Timing, Using the Event Space, Building the Show, Beginnings,

Endings, and Segues

UNIT - II

Working with Performers – Mindset, Creature Comforts, Unique Preparations and

Performance Needs, Communications, The Special Case: Celebrities, Risk and Safety

UNIT – III Décor - Design Theory, Elements of Design, Principles of Design, Categories of décor,

Backdrops, Themed Sets, Props, Fabrics and Soft Goods, Banners and Signs, Tension

Fabric Structures, People and Other Creatures As Decor, Floral Décor, Inflatables, Other

Unique Décor, Setup Considerations for Décor - Prior to the Event and At the Event.

UNIT – IV Tenting - Why Use a Tent for a Special Event? - Types and Styles of Tents, Pole Tent,

Pipe Frame-Supported Tent, Box-Beam, Frame-Supported (Clear span) Tent, Tensile

Tent or Structure, Inflatable Tent, Fabrics, Determining the Correct Tent Size, Tent

Accessories and Options, Tops, Sidewalls, Gutters, Doors, Lighting, Liners, Flooring,

Heating, Ventilation, and Air Conditioning, Branding and Marketing, Setup

Considerations - Site and Site Survey, Weather and Time of Day, Installation, Tent

Technology Today and in the Future - Size and Shape, Modularity and Portability,

Cross-Cultural Influences, Materials Technology, Risk and Safety.

UNIT - V

Miscellaneous Technical Resources - Electrical Power, Determining Electrical Service

Requirements, Electrical Distribution, Portable Power, Electrical Safety Considerations,

Rigging and Trussing - Overview, Rigging Equipment, Safety, Other Temporary

Structures – Scaffolding, Bleachers, Fencing and Barriers, Sanitary Facilities.

REFERENCE BOOKS 1. Event Entertainment and Production - Author: Mark Sonder, CSEP - Publisher:

Wiley & Sons, Inc. - ISBN: 0-471-26306-0

2. Special Event Production - Doug Matthews - ISBN: 978-0-7506-8523-8

3. The Complete Guide to Successful Event Planning - Shannon Kilkenny

4. Human Resource Management for Events - Lynn Van der Wagen (Author)

http://www.tatteredcover.com/search/apachesolr_search/?author_filter=Kilkenny%2C+Shannon


BRAND MANAGEMENT

UNIT – I Concept of a brand – Evolution, perspectives, anatomy, types of brand names, brand

name associations,.

UNIT – II Brand positioning – Basic concepts – alternatives – risks – Brands & consumers –

Strategies for positioning the brand for competitive advantage

UNIT – III Brand Image, image dimensions, brand associations & image, Brand identity –

perspectives, levels, and prisms.

UNIT – IV Leveraging Brands – Brand extensions, extendibility, merits & demerits, Line

extensions, line trap Brand Portfolio Management.

UNIT – V Brand valuation – Methods of valuation, implications for buying & selling brands.

REFERENCE BOOKS 1. Kevin Lane Keller, Strategic Brand Management, PHI/Pearson, New Delhi.

2. Kapferer, Strategic Brand Management, Kogan Page, New Delhi.

3. Harsh Varma, Brand Management, Excell Books, New Delhi.

4. Majumdar, Product Management in India, PHI.

5. Sengupta, Brand Positioning, Tata McGraw Hill.

6. Rameshkumar, Managing Indian Brands, Vikas. 7.


EVENT HOSPITALITY, LAW & PERMISSIONS

UNIT - I The World of Hospitality -The Travel and Tourism Industry in Perspective Catering As

An Event Management Tool, A Temporal Art, Location, Equipment, Utilities, Time

Constraints, Service Styles, and Event Service Styles & When to Use Them, Logistical

Considerations, Logistics laws for Effective Catered Events.

UNIT - II

Catering Ideas, The living Buffet, The Human Buffet Table, Old Black Magic, Dessert

Parade, Incredible Edible Centerpiece, ice –cold logo, selecting the best caterer, Catering

Coordination.

UNIT - III

Introduction To Law & Contract Act - The Indian Contract Act, Acceptance,

Consideration, Essentials of a Valid contract, Free Consent, coercion, undue influence,

fraud, misrepresentation, mistake. Tax Tips In Events - important point with reference to

income from business, salaries, income tax slabs.

UNIT - IV

Shops And Establishment Act - Important terms, apprentice, child, commercial

establishment, Establishment, registration of establishments.Sevice Tax For Event

Management Services And Related Services - Basic concepts, Meaning of Client,

Advertising, Valuation of Taxable Services, Scope of Taxable Service.

UNIT - V Permissions required for holding an event, general details, police permission, traffic

police, ambulance, fire brigade, municipal corporation, Indian Performing Rights

Society (IPRS) 208, Phonographic Performing License (PPL) Entertainment Tax,

Permissions for Open Ground Events, auditorium show, some events attract

entertainment tax, some don’t, general, the be Acts of all these laws can be obtained

from.

REFERENCE BOOKS

1. Event Studies - Theory, Research and Policy for Planned Events, 2nd Edition

By Donald Getz.

2. Event Correlation: What You Need to Know for It Operations

Managementby Michael Johnson.

3. Hospitality Management: An Introduction 2nd Edition Tim Knowles ISBN13:

9780582312715

http://www.pearsoned.co.uk/bookshop/Results.asp?iCurPage=1&Type=1&Author=Tim+Knowles&Download=1&SearchTerm=Tim+Knowles


SPECIAL EVENTS – MICE & CORPORATE EVENTS

UNIT – I Special events – what are special events? Reasons for special events? Categories of

special events, The players in special events, Tips for producing special events.

UNIT – II

MICE – Meaning, Industry, Important statistics, India as MICE Destination, MICE

Services, Types of MICE Services India offers

UNIT – III

Exhibition Management –Exhibitions Industry, requirement of exhibitions, Job

Responsibilities of exhibition organizer, exhibition arrangements, exhibition budgeting,

Understanding exhibition Customer, Understanding exhibition Flow, exhibition safety,

Creating Blue Print, Designing exhibition Plan, Understanding entertainment

requirements, Celebrity management in exhibition.

UNIT – IV

Conference Management – About conference management Industry, Planning

conference, Job Responsibilities of conference management company, congruence

arrangements, budgeting, Live Show Flow, Creating Blue Print, Designing conference

Plan, Understanding technical requirements.

UNIT – V

Corporate Events – Corporate Events, planning corporate event, Job Responsibilities of

corporate event organizer, arrangements, budgeting, Understanding Customer,

Understanding Flow, safety, Creating Blue Print, Designing Plan, Understanding

entertainment requirements, Celebrity management in corporate events, Understanding

need of entertainment in corporate events.

REFERENCE BOOKS

1. Festival and Special Event Management - by Johnny Allen, William

O'toole, Robert Harris

2. Event Management: A Professional and Developmental Approach by Dimitri

Tassiopoulos

3. Planning & Managing a Corporate Event. by Karen Lindsey - by Karen Lindsey

4. Meetings, Expositions, Events & Conventions - 3rd Edition - George Fenich -

Mar 2011 - ISBN13: 9780132719919


SKILL BASED SUBJECT –3 : MERCHANDISING MANAGEMENT

UNIT-I

Merchandising — meaning — concept — factor affecting merchandising function —

merchandise manager functions — merchandise mix — components of merchandise

management — merchandise strategies

UNIT –II

Merchandise Planning — steps involved — merchandise control — assortment planning

— merchandising stages

UNIT – III

Merchandise buying — types — sources of supply — identifying and contracting -

evaluating sources- branding strategies — category management

UNIT –IV

Merchandise performance — retail pricing — merchandise allocation — analyzing

merchandise performance — methods.

UNIT-V

Visual Merchandising — types of display — display planning — methods of display —

Ww4iyand interior display — space management — planning lay out

Reference Books:

Chetan Bajaj and Ranjith — Retail Management Oxford University Press, Second

Edition, 2005

Gillespie Hecht and Lebowitz — Retail Business Management t, McGraw Hill Book

Company, Third Edition, 2002

James ROgden, Denise T.Ogden - Integrated Retail Management, Wiley Pvt Ltd, 2005

Gibson GVedamani — Retail Management — Functional Principles and Practice, Jaico

Publishing House, Second Edition, 2004


SEMESTER –VI

ENTREPRENEURSHIP AND PROJECT MANAGEMENT UNIT I

Meaning of Entrepreneurship - characteristics, functions and types of entrepreneurship -

Intrapreneur - Role of entrepreneurship in economic development.

UNIT II

Factors affecting entrepreneur growth - economic – non-economic. Entrepreneurship

developmentprogrammes - need - objectives – course contents - phases - evaluation.

Institutional support to entrepreneurs.

UNIT III

Project Management: Meaning of project - concepts - categories - project life cycle

phases - characteristics of a project – project man ager - role and responsibilities of

project manager.

UNIT IV

Project identification - selection - project formulation – contents of a project report -

planning commission guidelines for formulating a project - specimen of a project report.

UNIT V

Source of finance for a project - Institutional finance supporting projects project

evaluation - objectives - types - methods.

REFERENCE BOOKS

1. Entrepreneurial Development: S.S.Khanka 2. Entrepreneurial Development: C.B.Gupta& N.P. Srinivasan 3. Project Management : S.Choudhury

4. Project Management : Denis Lock


ADVERTISING MANAGEMENT FOR SERVICE

UNIT –I Concept and definition of advertisement – social, economic and legal implications of advertisements –setting advertisement objectives .

UNIT- II Ad. Agencies – Selection and the remuneration – Advertisement – campaign –

Function of Ad. Agencies – types of Ad Agencies.

UNIT –III Media plan type and choice criteria – reach and frequency of advertisements – cost of

advertisements related to service- media strategy and scheduling.

UNIT –IV Message development – different types of advertisements –layout – design appeal –

copy structure – advertisement production – print – Radio – T.V and web

advertisements – advantages & Limitations.

UNIT –V Media research – selection – testing validity and reliability of ads – measuring

impact of advertisement – advertises effectiveness.

REFERENCE BOOKS 1. Kenneth Clow. Donald Back – ―Integrated Advertisements, Promotion and

marketing communication‖, -Prentice hall of India 2. S.H.H kazmi, satish K Batra – ―Advertising &Sales Promotion – Excel Books 3. Advertising, sales & Promotion management – S.A. Chunawalla – Himalaya

Publithig House.


PUBLIC RELATIONS (PR)

UNIT – I Purpose & Philosophy Of Public Relations, What Public Relations Is, Objectives Of

Public Relations, The Primary Purpose Of Public Relations, Hostility, Prejudice, Apathy,

Ignorance, Emergence Of Public Relations, Public Relations Today, Public Relations

And Propaganda, Defining Objectives And Planning A Programme.

UNIT – II

Four Steps Public Relations Process, Defining PR Problems, Planning And

Programming, Taking Action And Communicating, Evaluating The Program, Elements

Of Public Relations, Human Relations, Empathy, Persuasion, Dialogue, Objectives Of

Public Relations.

UNIT – III

Public Relations As A Profession, Overview, Profession, Codes Of Professional

Conduct, Functions Of Public Relations Department, Policy, Publicity, Product

Publicity, Relations With The Government, Community Relations, Shareholders

Relations, Promotion Programmes, Donations, Employee Publications, Guest Relations,

Establishment Of Relations With The Public, The Need For Public Relations, Scope Of

Public Relations, Professional Code-Public Relations.

UNIT - IV

Ethics And Challenges Of Public Relations, International Public Relations Association

(Ipra) Code Of Conduct, The European Code Of Professional Conduct, All About

Marketing, Advertising, Functions Of Advertising, Pr As A Component Of

Communication And Strategies, Strategic Management, Theories Of Communication,

Mass Communication Theory And Research. Functional Approach To Mass

Communication Theory, Human Action Approach.

UNIT -V

Models Of Communication, Communication Models, The Advantages Of Models,

Limitations Of Models, Classical Communication Models, Transmission Model And Its

Criticism, Report Writing, Copyright And Other Legal Issues.

REFERENCE BOOKS 1. ―Advertising and Promotion‖ – Geroge E- Belch & Michael. A. Belch- Tate McGraw-

Hill – Sixth Edition.

2.― Advertising and Promotion‖ – Kruti shah and Alan D’souza Tata McGraw -Hill

3. ―Principles of Advertising and IMC‖ – Tom Duncan-Tata McGraw-Hill-Second

Edition.


MEDIA MANAGEMENT

UNIT – I

Introduction – Media Business-Media Classification- Mass Media –Niche Media-

Addressable Media and Interactive Media-Media-Intrusiveness.

UNIT – II

Print-Media-Newspaper-Principles of Newspaper Business-Classified Ads, Display Ad’s

Display Ad’s – Coverage and Audience Measurement-Sales and Pricing-magazines

Directories.

UNIT – III

Broad cast Media-Radio-Television-out of Home Media-our door Advertising-Cinema

and Video-Non-Traditional Media.

UNIT – IV

An overview of Media planning-problems of media planning –Developing media plan-

Market Analysis and Target- Interactive and Digital Media.

UNIT – V

Establishing media objectives-Developing and Implementing –Evaluation and Follow

up-Computers in Media Planning- Characteristics of Media.

REFERENCE BOOKS 1. ―Principles of Advertising and IMC‖ – Tom Duncan-Tata McGraw-Hill-Second

Edition.

2. ―Advertising and Promotion‖ – an IMC Perspective – Kruti shah and Alan D’souza-

Tata McGraw –Hill.

3. ― Mehra‖- Newspaper Management.

4. ― Rucker and Williams‖- Newspaper Organization and Management.


eka TOURISM MARKETING

UNIT- I : Basic concepts of Tourism services- Tourism marketing- meaning – componentsof

Tourism product – Users of Tourism services – Behavioural profile of users- Thrust areas

of Tourism.

UNIT- II : Product planning and Development – market segmentation for Tourism – Bases - Growth

of Tourism services in India. – Problems and prospects of tourism services.

UNIT- III: Marketing Information system for Tourism – Tourist organization – marketing mix –

product mix- formulation of marketing mix for the Tourist organization.

UNIT –IV: Tourism product- Features- Designing a package Tour-Brand Decisionslaunching new

product.

UNIT- V Promotion mix for Tourism product - price mix – place mix – channel distribution- people

– Travel Agents- guides- channel distribution - people- Travel agents- Guides- Airline

services- Travel Service- Seven Cs of Travel Service Marketing-(Marketing Challenges

for services) – Railway Services Marketing – Factors influencing passenger fares and

freight rates.

REFERENCE BOOKS 1. Services Marketing- S.M. Jha – Himalaya Publishing House. 2. Services Marketing – Ravishankar – Excel Books.


Skill Based Subject-4 :CUSTOMER RELATIONSHIP MANAGEMENT

UNIT – I Overview of Relationship marketing – Basis of building relationship – Types

of relationship marketing – customer life cycle

UNIT – II CRM – Overview and evolution of the concept – CRM and Relationship marketing

– CRM strategy – importance of customer divisibility in CRM

UNIT – III Sales Force Automation – contact management – concept – Enterprise Marketing Management – core beliefs – CRM in India

UNIT – IV Value Chain – concept – Integration Business Management – Benchmarks and Metrics

– culture change – alignment with customer eco system – Vendor selection

UNIT – V Database Marketing – Prospect database – Data warehouse and Data Mining – analysis

of customer relationship technologies – Best practices in marketing Technology –

Indian scenario.

REFERENCE BOOKS:

S. Shajahan – Relationship Marketing – McGrawHill ,

1997 Paul Green Berg – CRM – Tata McGraw Hill, 2002 Philip Kotler, Marketing Management, Prentice Hall, 2005 Barry Berman and Joel R Evans – Retail Management – A Strategic Approach-

Prentice Hall of India, Tenth Edition, 2006

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