Syllabus of Paper 2 

Total marks: 100.
Number of questions: 100.
Negative marking: There is no negative marking.

Syllabus of Marketing & Sales

1. General Marketing and Management:
Marketing concept and its evolution
Marketing Mix
STP Model (Segmenting, Targeting, Positioning)
Consumer Behaviour
Product & Brand Management
Demand Forecasting
General pricing strategies:
Price Decisions
Pricing objectives
Pricing policies and constraints
Different pricing methods
New product pricing
Product mix pricing strategies
Price adjustment strategy
Strategic Management (Concept of strategy: BCG Matrix, Ansoff’s Matrix, SWOT, etc.)
Channel Decision:
Nature of Marketing Channel
Type of channel flows
Channel functions
Functions of distribution channel
Structure and design of marketing channels
Channel co-operation, conflict, and competition
Retailers and wholesalers
Promotion Decision:
Promotion mix
Advertising Decision
Advertising objectives
Advertising and Sales Promotion
Developing Advertising Programme
Role of Media in Advertising
Advertisement effectiveness
Sales force decision
Business to Business/Industrial Marketing
Digital Marketing

2. Product and Brand Management:
Product concept
Product line: length, breadth, width
Product life cycle
New Product Development
Brand Concept
Brand extension strategies
Brand equity models
Brand Positioning

3. Consumer Behaviour:
Consumer Behavior Model
Environmental influences on consumer Behavior:
Culture influences
Social Class
Reference groups and family influences
Opinion leadership and the diffusion of innovations
Marketing implications of the above influences
Consumer buying behavior
Marketing implications
Consumer perceptions
Learning and attitudes
Motivation and personality
Psychographics
Value and Lifestyles

4. Industrial Marketing:
Industrial Marketing System: Concepts and Characteristics
Types of Industrial Markets
Industrial Buyer Behavior
Strategic Industrial Marketing (S.T.P.)
Marketing Information System and Marketing Research
B2B Commerce
Classification of Industrial Products and services
New Product Development and Introduction
Industrial Product Management
Pricing Decision in Industrial Markets
Formulating Channel Strategies and Physical Distribution decisions
Channel Management
Promotional Strategies for Industrial Goods/Services
Developing Marketing Strategies and Programs for Industrial Goods/Services
Formulating channel strategies, Pricing Strategy, Promotional strategy, Sales force automation

5. Service Marketing:
Marketing of Services: Introduction, Growth of the Service Sector
The Concept of the service
Characteristics of services
Classification of services
Designing the service Blueprinting
Using Technology
Developing Human Resources
Building Service Aspirations
Marketing mix in services marketing:
The Seven Ps
Product Decisions
Pricing Strategies and Tactics
Promotion of services
Placing or distribution methods for services
Additional dimensions in services marketing:
People
Physical Evidence
Process
Internet as a service channel
Strategic Marketing Management for Services:
Matching Demand and Supply through Capacity Planning and Segmentation
Internal Marketing of a service
External versus Internal Orientation of Services Strategy
Delivering Quality Services:
Causes of Service Quality Gaps
The Customer Expectations versus Perceived Services Gap
Factors and techniques to resolve this gap in service
Quality standards, factors and solutions
The service performance gap key factors and strategies for closing the gap
Developing appropriate and effective communication about service quality

6. Customer Relationship Management (CRM):
CRM Concept:
Acquiring customers
Customer loyalty and optimizing customer relationship
CRM defined success factors
The three service/Sales Profiling levels
Services level agreements (SLAs)
Creating and managing effective SLAs
CRM in Marketing:
One to one relationship Marketing
Cross Selling & Up Selling
Customer retention
Behavior Prediction
Customer Profitability & Value Modeling
Channel Optimization
Event-based marketing
CRM and customer service:
The Call Centre
Call Scripting
Customer Satisfaction Measurement
Sales Force Automation:
Sales Process
Activity
Contact-Lead and Knowledge Management
Field Force Automation
CRM links in E-Business
E-commerce and Customer Relationships on the Internet
Enterprise Resources Planning (ERP)
Supply Chain Management (SCM)
Supplier Relationship Management (SRM)
Partner Relationship Management (PRM)

7. Digital Marketing:
Journey from Traditional Marketing to Digital Marketing
Digital Marketing Metrics and Channels
Customer Centricity
Social Media Marketing
Search Engine Optimization (SEO)
Content Marketing

8. Marketing of Coal:
Coal as a product:
Origin
Types of Coal
Composition and Quality variants
Indian Coal Vs imported Coal
Role of Coal in India’s energy dynamics
CIL, Its role as the largest supplier of domestic coal
Demand and supply of coal in India
Major coal consumers: Power and Non-Power
Modes of Coal distribution
Role of Rail in coal transportation
Coal import and export in the country
Pricing of coal in India
Carbon Footprints and Clean Energy

9. Coal India Limited:
Organizational Structure
Role of CIL in the country’s energy dynamics
Physical performance
Financial performance
Adoption of new technology by CIL