Post Graduate Diploma in Agricultural Marketing Management Ist Semester 1. Marketing Management. 2. General Agriculture 3. Business Economics 4. Agricultural Economics 5. Advertising and Sales Management 6. Workshop on executive communication. 7 Software lab ( Ms office) II semester 1. Agricultural marketing and International Trade 2. Management of logistics 3. Consumer behavior 4. Marketing Research with special reference to agriculture 5 Seminar 6 Project Report 7 Viva-voce COMMON INSTRUCTIONS FOR ALL THEORY PAPERS. INSTRUCTINS FOR THE PAPER- SETTER The external paper will carry 75 marks and would be of three hours duration. The question paper will be divided into three groups. i.e. A,B and C. From section A /unit1 and section B/unit 2 there will be descriptive type questions of 60% marks from whole syllabus and in section C/unit 3 there will be short type questions of 40% marks from whole syllabus and each question will carry 2 marks. Internal marks 25

First Semester Paper-I

Marketing Management

Section A Introduction to marketing, changing nature of marketing in a globalized economy Planning marketing mix, market segmentation, marketing research and its applications. Sales forecasting. Product decisions and strategies, product life cycle, new product development, Section B product line decisions, branding decisions, packaging decisions. Pricing policies and practices. Marketing of services- conceptual framework.. Services Marketing - basic issues, designing services marketing strategy. Scope and size of international markets, conceptual and institutional framework of international marketing. Rural Marketing.

Paper- 2

General Agriculture

Section A Crops. 1. Agriculture scenario in Punjab, area under cultivation of kharif and rabi crops with special reference to wheat (Tritium), rice (Oryza) maize (Zeamays), Sugarcane (Sachharum), and Sugar beet. 1.1 Improved varictics of above crops. 2 Brief Knowledge about cultivation of following : 2.1 Cereals : Wheat. rice and maize 2.2 Oil seeds : Saron (Brassica), Toria(Brassica), Groundnut ( Arachys), Sunflower 2.3 Pulscs : Gram, Soya Bean(Glycinc) 2.4 Fibre crops : Cotton (Gossypium) Sun hemp (Crotolaria) Floriculture : 1. Importance and scope of floriculture. cultivation of Dahlia. Gladioli. Tagetes (marigold, Rosa) Tulips. 2. Brief knowledge about ornamental trees. Shrubs. Hedges etc. Section B 1.2 Horticulture : Acreage production and distribution of following fruits in Punjab : Mango, Citrus, Guava, Grape, Papaya, Litchi Vegetables : 1. Scope and importance of vegetables growing in Punjab. 1.1 Importance of kitchen gradens. Brief idea about cultivation of Solanum (potato), Allium (onion), and tuber crops. 1.2 Diagnosisof insect/pestsdiscases on the basis of symptoms in the following plants : Sugarcane, wheat, rice, cotton. 1.3 Preparation of culture media. Brief idea about transgenic plants, biopiracy of plant wealth.

Business Economics

Section A Economics-introduction. Nature and scope of Economics. Utility Analysis Concept of Utility, marginal and total utility, Law of Diminishing Marginal Utility, Law of EquiMarginal Utility. Demand Analysis Law of Demand, Elasticity of Demand and methods of measuring elasticity, Demand Forecasting methods and Importance. Indifference curve Analysis Definition. Properties. Price line, Price Substitution and income effect, derivation of demand curve from indifference curve, Comparison with utility analysis. Section B Revealed Preference Theory Meaning and Importance. Superior over indifference curve Analysis . Cost Theory Types of cost, short and long period cost functions. Market conditions. : Price determination under perfect and imperfect competition. Pricing of factors of production. Agricultural Price policy with special reference to India. Price stabilization measures and policies.

Agricultural Economic Section A Nature and Scope of Agricultural Economics. Factors affecting agricultural development: technological, institutional and general. Interdependence between agriculture and industry. Concept of production function : input-output and product relationship in farm production. Growth and productivity trends in Indian agriculture with special reference to Punjab. Agrarian reforms and their role in economic development. Section B Systems of farming, farm size and productivity relationship in Indian agriculture with special reference to Punjab New agriculture strategy and Green revolution : problems and prospectus. Problem of agricultural laborers and small farmers. Agricultural credit. Rural unemployment, magnitude and special employment generating schemes. Agricultural taxation

Advertising and Sales Management Section A Marketing communication in marketing, marketing communication process, Advertising Planning and execution. Message design and development, media selection. Planning and scheduling, measuring advertising effectiveness. The regulation of advertising- what is deceptive advertising. Advertising ethics. Advertisement budget. Sales and distribution management – scope and interdependence. Personal Selling and the Sales Process. Section B Selling Skills- Interpersonal Skills. Negotiation Skills and Communication Skills. Sales ethics. Sales Force Management – Sales job analysis, recruitment and selection, training the sales force, motivation, compensating and controlling the sales force. Sales PlanningForecasting and Budgeting, Monitoring and Performance appraisal.

SOFTWARE LAB (MS OFFICE & HTML) Section – I (MS WORD AND POWER POINT) Word basics. Page set-up. Formatting Techniques, Working with fonts, Symbols, inserting tables. Using formulas in tables, converting text to table and vice-versa, using words drawing features. Mail merging, printing documents, Introduction to Power Point. (MS-EXCEL) Managing Work books, Worksheets, using formulas and function; formatting worksheets. Printing worksheets, working with graphic objects and charts, working with excel databases. Analyzing data using pivot tables. Performing what if analysis, issuing scenario manager, basic introduction to macros. Section - II (HTML) Managing and executing HTML. Documents. Formatting and aligning text, tags, attributes and values. Adding units. Linking. pales. Working with images, fonts, creating tables, working with Frames and building forms.

Agricultural Marketing and International Trade

Section A Marketing System- Types of marketing, functions of intermediaries, Marketing Practices in Primary and secondary and terminal market, Regulated markets, co-operative marketing. Marketing costs and margins, Marketing Finance. Marketing Structure of Major agricultural commodities, food grains: Wheat, Rice, and Maize. Cash Crops; Cotton, Oil Seeds, Vegetables and Fruits, Milk, Meat and Poultry products. Introduction to modern online commodities trading exchanges in India. Channels of Marketing and Price Spread. Marketing of agricultural inputs, Fertilizers, Pesticides etc Marketing of Agricultural Machinery, Section B State Intervention in Agricultural Marketing, Role of Various agencies (FCI, Punjab Agro, MARKEED, State Department, and Cotton Corporation) and its impact on market efficiency. Section C The Concept and importance of inter-regional and international trade ; emerging scenario of international trade in agricultural commodities ; classical and modern theories of international trade; concept of terms of trade and balance of payments,. WTO and Indian agriculture with special reference to Punjab .

Management of Logistics Section A Nature and Scope of logistics. Defining physical distribution and understanding its activity centers. Use and implication of effective distribution f agriculture input and out put, relationship with marketing. Need to co-ordinate sales with distribution efforts. Management of channel in agricultural input and output industry. Modern Information system for distribution. Distribution system design and administration. Transportation and Physical distribution – Modes of transports and their role in distributing agriculture produce. Modes of transports and their relative advantages and disadvantages.

Section B Evaluation of transports decisions. Freight rate structure and road transportation, Sea &Air cargo tariffs structure. Insurance and claim procedure in different modes of transportations. Packaging decisions. Introduction to Stores and Warehousing, Types of Stores and warehouses, Oraganization of stores and warehousing. Functions performed by stores and warehouses. Various Issues in Material management, Documents in store management, receiving and dispatching of material, Concepts of EOQ, Safety stock. Safety n stores and warehouses. Role of some state level warehousing agencies.

Consumer Behavior Section A Consumer Behavior – Nature. Scope and application. Consumer behavior and life style marketing, organizational buying behavior. Individual influences on buying decisionsperceptions, motivation. Attitude and learning. Determinants of consumer behavior. Group influences on consumer buying behavior reference group influence & group dynamics, family buying influences, cultural and subcultural influences. Section B Role of Consumer Protection Act 1986 in India. The buying process – problem recognition & information search behaviors, information processing, alternative evaluation, purchase process & post purchase behavior. Prominent models of buyer behavior-carly models, Howard Sheth Model, recent developments in modeling buyer behavior.

Marketing Research with special reference to agriculture Section A Marketing Research meaning, Nature and importance, Research Process, Research Design. Techniques of Data Collection. Questionnaire Design and Development. Sampling Design, Sampling, defining universe, sample size, probability and nonprobability sampling methods. Sampling and non-sampling errors. Convenient and judgment sampling; stratified, simple random sampling; quota area and cluster sampling, systematic sample staging Qualitative techniques of data collection. Classification and Tabulation of Data, Measures of Central tendency, dispersion. Section B Correlation Simple and Partial. Time series analysis. The measurement process. Attitudes measurement general methods – Scaling Techniques. Likert, Paired comparison and semantic differential scales. Application of Marketing research –product research. brand positioning research, advertising research- media and copy research, sales control research. distribution research. Report writing and presentation. Rural government and administration. Rural development programmes– Planning and Implementation.