1. Understanding the basics of Markets and
Marketing
2. Understanding Finance
(a) Definition of markets and marketing ā with
examples from consumer goods, consumer
services.
(a) Elementary understanding of Generally
Accepted Accounting Principles (GAAP).
GAAP to be explained - Entity concept,
duality concept, matching concept, money-
measurement concept, going concern concept.
A clear understanding of markets (wherever a
buy and sell takes place is a market);
examples of non-traditional markets such as
catalogues, direct sales, tele-markets, etc.
Definition and stages of marketing. Types of
markets.
(b) Principles of Financial accounting and
reporting ā receipt and payment account,
income and expenditure account; balance
sheet.
(b) Product and Service
Meaning, features and uses of receipt and
payment account, income and expenditure
account and differences.
Meaning and difference between a product
and a service (with examples); features and
types of products and services.
Concept of balance sheet - Meaning features
and uses.
(c) Banking - functions of the Central Bank and
Commercial banks, types of accounts and
banking transactions.
(c) Understanding 4 āPāsā Product, Price, Place
and Promotion.
Elements of Marketing Mix, stages of Product
life-cycle, pricing strategies such as
skimming, penetration, parity, cost plus, place
ā types of distribution channels, promotional
strategies, concept of advertising, direct
selling, publicity.
Functions of the Central Bank and
Commercial banks and differences between
the two.; types of bank deposit accounts
(Savings, Current, Recurring, Fixed Account)
and differences; requirement for an account
holder for operating a bank account - Pass
book, cheque book, Pay-in slip book;
Advantages of bank account, advantages and
disadvantages of cheques; When can a bank
refuse payment of a cheque; Automated Teller
Machine (ATM);difference between Cheque
and Bank draft.
(d) Advertising and brand promotion.
Definition,
features,
advantages,
disadvantages and types of advertising. Media
used for advertising: meaning and examples
only; Meaning and advantages of sales
promotion; definition of brand,
d) Fundamental concept of Cost (direct, variable
etc.).
Classification of cost according to nature
(direct and indirect), behaviour (variable,
fixed and semi-fixed).
3. Understanding Human Resources
Resource in a commercial
(a) Human
organization.
Features, role and functions of Human
Resource Management in any organization.
(b) Commonly used methods of recruitment,
selection and training.
Definition, sources (internal and external)
and methods (direct and indirect) of
recruitment; their advantages and
disadvantages.
Selection meaning, methods of Selection;
types of Interviews;
Meaning and importance of training; types of
training and methods of training (meaning
only): On the job (Coaching, under study,
Assistant to, Job rotation, Committee
membership and Apprenticeship) and Off the
job (Internship, Vestibule, Case Study, Role
playing, Lectures, and Sensitivity training).
(d) Fundamental concept of Cost (direct, variable
etc.).
Classification of cost according to nature
(direct and indirect), behaviour (variable,
fixed and semi-fixed).
3. Understanding Human Resources
Resource in a commercial
(a) Human
organization.
Features, role and functions of Human
Resource Management in any organization.
(b) Commonly used methods of recruitment,
selection and training.
Definition, sources (internal and external)
and methods (direct and indirect) of
recruitment; their advantages and
disadvantages.
Selection meaning, methods of Selection;
types of Interviews;
Meaning and importance of training; types of
training and methods of training (meaning
only): On the job (Coaching, under study,
Assistant to, Job rotation, Committee
membership and Apprenticeship) and Off the
job (Internship, Vestibule, Case Study, Role
playing, Lectures, and Sensitivity training)
4. Development of Public Relations
(a) Meaning, nature, scope of Public Relations.
Self-explanatory.
(b) Elements of public relations - human
relations, empathy, persuasion and dialogue.
Meaning of each of the above.
(c) History of public relations and present status.
Self-explanatory.
(d) Ethics in public relations.
Growing role of ethics in business and public
relations.
(e) Issues of the Environment
(i) Destruction of ecosystem due to
industrialization, dwelling of business
units, transport, tourism and mining
(ii) Excessive consumption of minerals, raw
materials and
other
non-renewable
resources.
A brief understanding with examples.
(iii) Energy crisis: Urban and rural sectors.
Renewable and non-renewable energy:
greenhouse effect, global warming and
acid rain.
Energy crisis: Urban and rural sectors.
Renewable and non-renewable energy:
Meaning, differences and examples;
meaning and causes of greenhouse effect;
global warming and threats of global
warming; acid rain and its impact.
(iv) Environmental values and ethics.
Fundamental duties and value education.
Use of cloth bags, organic manure, clean
surroundings, respect for other people's
things, developing an ethical
environmental consciousness e.g.
refusing use of polybags, styrofoam
containers, etc.; reusing: plastic and
glass containers; recycling: e.g. paper -
this will reduce demand on wood and save
trees.
-
(ii) Excessive consumption of minerals, raw
materials and
other
non-renewable
resources.
A brief understanding with examples.
(iii) Energy crisis: Urban and rural sectors.
Renewable and non-renewable energy:
greenhouse effect, global warming and
acid rain.
Energy crisis: Urban and rural sectors.
Renewable and non-renewable energy:
Meaning, differences and examples;
meaning and causes of greenhouse effect;
global warming and threats of global
warming; acid rain and its impact.
(iv) Environmental values and ethics.
Fundamental duties and value education.
Use of cloth bags, organic manure, clean
surroundings, respect for other people's
things, developing an ethical
environmental consciousness e.g.
refusing use of polybags, styrofoam
containers, etc.; reusing: plastic and
glass containers; recycling: e.g. paper -
this will reduce demand on wood and save
trees.
-
(ii) Excessive consumption of minerals, raw
materials and
other
non-renewable
resources.
A brief understanding with examples.
(iii) Energy crisis: Urban and rural sectors.
Renewable and non-renewable energy:
greenhouse effect, global warming and
acid rain.
Energy crisis: Urban and rural sectors.
Renewable and non-renewable energy:
Meaning, differences and examples;
meaning and causes of greenhouse effect;
global warming and threats of global
warming; acid rain and its impact.
(iv) Environmental values and ethics.
Fundamental duties and value education.
Use of cloth bags, organic manure, clean
surroundings, respect for other people's
things, developing an ethical
environmental consciousness e.g.
refusing use of polybags, styrofoam
containers, etc.; reusing: plastic and
glass containers; recycling: e.g. paper -
this will reduce demand on wood and save
trees.
v) Consumer Education
Meaning of Consumer Education;
Understanding the importance of
educating consumers of their rights;
Types of consumer rights; making correct
choices while buying different items; food
adulteration and its harmful effects.
(vi) Effects of pollution on environment,
human, health.
Bhopal Gas Tragedy; Chernobyl
Disaster.
(f) Community participation and contribution of
public awareness programmes.
Community participation and public
awareness programmes for ecological
restoration and conservation like the Chipko
Andolan (Movement).
(v) Consumer Education
Meaning of Consumer Education;
Understanding the importance of
educating consumers of their rights;
Types of consumer rights; making correct
choices while buying different items; food
adulteration and its harmful effects.
(vi) Effects of pollution on environment,
human, health.
Bhopal Gas Tragedy; Chernobyl
Disaster.
(f) Community participation and contribution of
public awareness programmes.
Community participation and public
awareness programmes for ecological
restoration and conservation like the Chipko
Andolan (Movement).
INTERNAL ASSESSMENT
A minimum of four assignments to be completed
during the year, as assigned by the teacher.
Suggested list of assignments
1. Design a marketing plan for the launch of a new
soap in the price range of Rs.15-20.
2. Make a report on the new forms of markets and
marketing such as tele-markets (marketing
through
phones), home-shopping (catalogues
like Burlington's,
etc.), Direct Marketing
(example Eureka-Forbes). What according to you
is their relevance in future and why?
3. Study the marketing strategies of a service sector
company such as a courier service and a
production company such as a pen manufacturer.
Explain the differences and similarities in both the
strategies. What do you think is the reason for
these differences?
4. Study the product life cycle (PLC). Using Add-gel
pens, explain in which part of the PLC they are
giving valid justification.
5. Study five different advertisements in any one
media (print, television, audio) of the FMCG (fast
moving consumer goods) such as Coke, Pepsi,
Lux, Surf, Tide, etc. and explain their positive and
negative points.
6. Study the annual report (balance sheet and profit
and loss account) of any company and comment
on its financial health.
7. Study the working of the commercial banks in
India by studying the working of the branch office
of any Public sector commercial bank such as
Canara bank, SBI, Bank of Baroda, etc.
Ā
INTERNAL ASSESSMENT IN COMMERCIAL APPLICATIONS - PROPOSED GUIDELINES FOR MARKING WITH GRADES
CriteriaPlanningOrganisationObservationUnderstandingPresentationMarks
Grade IThe candidate
chooses the right
model. The
collection of
information and
relevant data is very
appropriate.The candidate does
comprehensive reference
work. Shows ability to
analyze and assemble the
material collected.The candidate can make
excellent deductions
from the data collected.
The deductions thus
made are recorded very
appropriately.The candidate shows
remarkable ability to
comprehend the complexities
of various commercial
functions. Can analyze the
data and construct a suitable
model.Methodical, precise
and clarity of
expression. Neat and
tidy presentation.
Optimum utilization
of skills.4 marks
for each
criterion
Grade IIThe candidate
chooses a suitable
model. The
information and data
collected is
appropriate.The candidate does
sufficient reference work.
Requires guidance to
analyze and assemble the
material collected.The candidate makes
adequate deductions
from data collected. Is
able to record the same
with clarity.The candidate displays the
ability to understand but
cannot fully correlate it with
practical applications.Work - neat and tidy.
Presented clearly and
methodically.
Techniques
appropriate.3 marks
for each
criterion
Grade IIIThe candidate
selects an
appropriate model
but the information
and data collected is
inadequate.The candidate displays
limited reference work.
Poor ability to analyze
and assemble the material
collected.The candidate makes
deductions with help and
guidance. Recording is
appropriate.The candidate shows limited
capacity to grasp the
intricacies of various
commercial functions.Standard presentation
of work but
disorganised in
places. Writing
untidy in places.
Reasonably clear.2 marks
for each
criterion
Grade IVThe candidate
requires guidance to
select a model and
gather relevant
information
pertaining to it.The candidate has done
very little reference work
and is unable to organise
the material collected.The candidate has
minimum ability to
analyze the data
collected.The candidate is able to
understand the complexities
of various commercial issues
with guidance.Sequence of work
acceptable. Not very
neat. Presentation
poor.1 mark
for each
criterion
Grade VThe candidate is
unable to select a
model or gather
relevant information
pertaining to it.The candidate is unable
to do any reference work
at all. Information
collected is too meagre to
do any meaningful
assignment.The candidate is unable
to analyze the data
collected or make any
observations.The candidate is unable to
understand the complexities
of various commercial issues
even with guidance.Data presented is
untidy and
disorganised. Effort
and initiative lacking.0 mark
for each
criterion
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