Programme

PGDM(Mktg)

Faculty e-mail id

Kuldip.kawatra@gmail.com

Trimester/Sem
ester

Trimester VI

Faculty Contact
number

9870400220

Faculty

Kuldip
Kawatra

Students Contact
hours

Any time on phone/mail or by

appointment

Course

Marketing
Finance

Total sessions 6 of 3
hours each.

Credit-Full/Half

50 marks

1
2
3

Course Objectives: To familiarize course students with applications of key concepts in

Finance that help take better marketing decisions.
Course content / Coverage (brief)

: As outlined in the syllabus

General Description of Pedagogy

: The course would be covered as a process of
learning. It will be participative, and discussion oriented. Case studies, assignments
and exercises would aid the process of learning.

4 Student learning outcomes from the course: At the end of the course, the participants
would have learnt to integrate their knowledge of finance with marketing decision
making.
5 Session Details
Session No.
1, 2

: Flow of the Course would be roughly as follows:

Topics to be covered
Suggested readings
Marketing and Finance
Marketing management
Interface. Working
B K Chatterjee. Chapter
capital management.
6
Exercises
Financial ratio analysis.

3,4

Account receivables
management. Theory
and exercises

Chap 29. Working capital

control
in
marketing
operations

5,6

Understanding costs.
Marketing costs analysis
Product profitability
analysis. Exercises

Chapter 8 Basic cost

concept
Chapter
15.
Cost
analysis in marketing
decisions.
Chap. 27. Product line
profitability analysis.

7,8

Regional Sales analysis.

Case. Product, market
pruning

Chap. 18 Product pruning

decisions

Problems in performance
assessment

9, 10

Sales force performance

evaluation.
11, 12

Chaps.
20,21,22,23
Marketing performance
evaluations

Concept of M ROI.
Applications of M ROI
concept. Case.
Budgeting.

Chapter 6, financial ratio

analysis.

Pricing. Special issues in

export pricing.

Chapter 11.
Budgets.

Marketing

Chap 17

6 Required text & course materials :

1 Marketing Management: a financial emphasis by Dr. B K Chatterjee
2 Strategic Control of Marketing Finance by David Haigh
3 Financial aspects of Marketing by Keith Ward
7) Assessment Criteria Indicative:
Component

Weight

Attendance

5/25

Case studies

20/25

Description
Class participation,
exercises, assignments
Real life case studies.
Individual submission

Exams (Mid-term + EndTerm)

End term exam for 25

marks

Mr. Kuldip Kawatra is an Independent Market Strategy consultant, practicing since 1997. Started
his practice
after 20 years of corporate experience, starting as management trainee and concluding as CEO.
He has been to Michigan Technological University, USA, for a 2 week interactive program.
He has been teaching for more than 20 years. He started teaching after his masters at JBIMS.
He is a past President and a Fellow of the Institute of Management Consultants of India, which
offers certification programs in Management Consultancy Practice. This is valid in over 45
countries where IMCI is interconnected through
ICMCI, an international affiliation body.