Marketing and Personal selling — DU B. Voc – Banking Operations Previous Year Question Papers

Approaches to Security Analysis – Fundamental Analysis, Technical Analysis, and Efficient Market Hypothesis (EMH). Fundamental Analysis – EIC Framework, Economic Analysis, Industry Analysis, and Company Analysis. Technical Analysis – Basic Tenets of Technical Analysis, Tool of Technical Analysis – Charts, and Technical Indicators, Limitations of Technical Analysis. Difference between Fundamental Analysis and Technical Analysis. Efficient Market Theory (EMH) – Concept, Forms of Market Efficiency, Weak Form Hypothesis, Semi Strong Form, and Strong Form of Market Efficiency. Implications of EMH. Unit—IV: Fundamentals of Valuation and Portfolio Analysis (12 Hours) Valuation of Equity Shares – Peculiar features of Equity Shares, Dividend Discount Model, Earning Multiplier or Price-Earnings (P/E) Model, and Capital Asset Pricing Model (CAPM). Valuation of Fixed Income Securities – Bond Fundamentals, Types of Bonds, Bond Valuation. Portfolio Analysis – Portfolio Management Process, Portfolio Analysis – Markowitz Model, Portfolio Risk, Portfolio Return. Essential/recommended readings 1. 2. Tripathi, V. Security Analysis and Portfolio Management. Taxmann Publications. Chandra, P. Investment Analysis and Portfolio Management. McGraw Hill Education. Suggestive readings 1. 2. Rustagi, R.P. Investment Management. Sultan Chand Publications. Reilly, F. K. & Brown, K. C. Analysis of Investments and Management of Portfolios. DISCIPLINE SPECIFIC ELECTIVE COURSE – 8 MARKETING & PERSONAL SELLING CREDIT DISTRIBUTION, ELIGIBILITY AND PRE-REQUISITES OF THE COURSE Course title & Credits Credit distribution of the Code course criteria requisite of Lecture Tutorial Practical/ the course 4 3 1 0 NIL NIL Learning Objectives: The objective of this course is to provide basic knowledge of concepts, principles, tools and techniques of marketing and to familiarize the students with the fundamentals of personal selling and the selling process. Learning outcomes: By studying this course, the students will be able to: An in-depth understanding of various elements of marketing mix for effective functioning of an organization. Learning some of the tools and techniques of marketing with focus on Indian experiences, approaches and cases. Unit 1: Introduction (12 hours) Marketing: Definition, nature, scope & importance, Evolution of Marketing Concept, Marketing Mix, Marketing Environment: Internal, External (Micro & Macro Environment), Understanding of Consumer Behavior, Purchase decision Process and influences, Marketing management process- a strategic perspective, Market Segmentation, Targeting and Positioning (STP): Segmentation Concept, Importance and Bases, Targeting Concept, Importance and Bases; Market Selection, Brand Positioning concept, importance and bases; Repositioning Concept. Unit 2: Marketing Mix: Price & Product (9 hours) Product: Meaning, Importance, Product Mix, Product Classification, New Product development,