Course

Unit 1

Innovation and Entrepreneurship – Entrepreneurial Behaviour – Socio Economic Environment and Entrepreneur – Opportunity Analysis – Social Responsibility.

Unit 2

Environmental Analysis – Internal and External Analysis – Micro and Macro Analysis –SLEPT – PEST – Environmental Scanning – Models of Environmental Analysis – SWOT Analysis – Relating SW with OT – BCG Matrix – GE’s Spot Light Matrix – TOWS Matrix.

Unit 3

Strategic Planning – Models – Approaches – Strategic Intent and Stretch – Core Competence.

Unit 4

Marketing Research and Insights – Tools – Applications – Social Media Marketing – Marketing and Business Analytics.
Business Communication – Sales letters – Follow-up letters – Circular letters – Status enquiry
– Collection letters.
Marketing Communications – Advertising Strategy – Media Planning.

Unit 5

Supply Chain Management and Logistics – Quality Control.
Retailing – Formats and Theories – Theories of Retail Development – Retail Life Cycle – Understanding Retail Consumers – Relationship Marketing – Retail Pricing – Retail Management – Role of IT in Retail Management.

Course Objective:
To create an understanding of basic business development skills.

Course Outcomes:

Textbooks:

1. C B Gupta, S S Khanka – Entrepreneurship and Small Business Management – Sultan Chand
2. Vasanth Desai – Management of a small scale industry – Himalaya Publishing
3. Francis Cherunilam – Strategic Management – Himalaya Publishing
4. Kotler – Marketing Management – Pearson

Reference Books:

1. Vasanth Desai – Project Management – Himalaya Publishing
2. Bhatia, Batra – Entrepreneurship and Small Business Management – Deep and Deep
3. Rajeev Roy – Entrepreneurship – Oxford University Press