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  • International Conference on Sustainable Marketing Strategies - Issues and Challenges

    Department of Management Studies Manonmaniam Sundaranar University

    Technical Co-Sponsor

  • Proceedings of International Conference on Sustainable Marketing Strategies - Issues and Challenges

    Copyright 2012 by Bonfring

    All rights reserved. Authorized reprint of the edition published by Bonfring. No part of this book may be reproduced in

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    ISBN 978-93-82338-15-4


    292/2, 5th

    Street Extension, Gandhipuram,

    Coimbatore-641 012.

    Tamilnadu, India.



  • i

    About Manonmaniam Sundaranar University (MSU)

    Manonmaniam Sundaranar University (MSU), named after the famous Tamil Scholar Professor P. Sundaram

    Pillai, was established on 7 September, 1990 to cater to the long felt needs of the people of the three southern most

    districts of Tamil Nadu namely Tirunelveli, Tuticorin and Kanyakumari. The University has under its jurisdiction 61

    affiliated colleges, 5 Mano Colleges and 1 Constituent College, with 65,000 students on rolls. These colleges, amongst

    which three are over 100 years old (St. Johns College, M.D.T. Hindu College, Sarah Tucker College, the oldest womens

    college in the state), have contributed decisively to the cause of higher education of this region

    There are 24 academic departments in the University. Sri Paramakalyani Centre for Environmental Sciences

    functioning at Alwarkurichi is an illustrious example of University-Industry collaboration while the Centre for Marine

    Science and Technology at Rajakkamangalam is breaking new ground in Coastal Area Studies. All the University

    departments are receiving research projects from several funding agencies in India, Europe, USA, Japan and UNO. The

    University Library has rich collection of books and journals on a wide range of subjects. The courses offered by the

    University have been designed keeping in mind the changing times and the emerging needs of the region. The University

    offers post-graduate, M.Phil. and Ph.D. programmes (part time and full time). MSU is the first to offer Choice-Based Credit

    System. The Universitys National Service Scheme and Youth Welfare Department provide opportunities for the students

    to develop their overall personality.

    The University Grants Commission, New Delhi, an apex higher education body of the Union Government, has

    accorded its approval for getting financial assistance since 29 March 1994. The University has been reaccredited by

    National Assessment and Accreditation Council of India with B. The University Act authorizes the functioning of

    Directorate of Distance and Continuing Education outside the university jurisdiction and the courses offered through this

    mode are recognized by the Distance Education Council of India. The concept of community colleges, being experimented

    under the aegis of a special wing, offer diploma courses of one year duration to those interested in entrepreneurial

    enterprises and the Extension Learning Programme run by this wing also offers diploma and certificate courses on skill


  • iii

    About Department of Management Studies (DoMS)

    The Department of Management Studies of the Manonmaniam Sundaranar University (DOMS-MSU) commenced

    its services to the student community at the dawn of the 21st century (2001) to cater to the long felt need for a

    Professional course in Management Studies in this southern tip of the country which marches towards growth and

    stability. Situated in a serene environment, this department housed in a sprawling Si. Pa. Aditanar Centenary building is

    proud of having blessed with an experienced Faculty and excellent infrastructure.

    The department is equipped with a computer lab connected with Internet through VSAT, a library stacked with

    the latest books on the various functions of Management. The students are provided with a good learning environment

    through these facilities in addition to the well ventilated and spacious classrooms. This department takes all steps to

    provide the students a pragmatic fusion of theory and practice by the constant Industry Institute Interaction through

    regular Industrial visits and Experience sharing by eminent Industrialists in our air conditioned seminar hall. The

    Department of Management Studies (DoMS) family is proud of its proactive activities in almost all Academic Endeavors.

    The well recognized and acclaimed management program (MBA) of this University is a Two year Four

    Semester course with a unique Choice Based Credit System designed to provide the attitude to learn to learn, the

    knowledge about various functions of Management and the skills of a professional manager. This is achieved through six

    courses in each semester in the classroom and two projects in Industry to have a hand on experience in managing various

    resources of an organization. Various electives in all functional areas of management are offered to the students in order

    to facilitate their choice of a right career. Also other courses offered by the departments are MBA (Finance), MBA

    (Shipping & Logistics), M.Phil (Full Time) and PhD (Full Time and Part Time).

    Our Admission policy is very transparent. We take up the TANCET scores (Conducted by Anna University,

    Chennai) and give a weightage of 80 percent in the selection process. This forms the objective part of it. Moreover, the

    academic performance of the candidate is not neglected either. We have fixed 50 percent marks in the qualifying degree

    as the minimum marks and to ensure social inclusiveness, it is 35 percent for SC and ST candidates. The other 20 percent

    marks are equally divided between Group Discussion and Personal Interview. We also follow the Tamilnadu

    Governments reservation policy.

  • v

    2012 Bonfring


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