Details

CIL NON-EXE TO EXE MARKETING AND SALES SYLLABUS

1. General Marketing Management:

a) Marketing concept and its evolution.

b) STP Model ( Segmenting, Targeting, Positioning)

c) Consumer Behaviour

d) Product Management

e) Brand Management

f) Demand Forecasting

g) Strategic Management (BCG Matric, Ansoff’s Matrix, SWOT, etc.)

h) Business to Business Marketing

i) Digital Marketing.

2. Marketing of Coal:

a) Coal as a product

i. Origin

ii. Types of coal

iii. Composition and quality variants

iv. Indian coal Vs Imported Coal

v. Role of coal in India’s energy dynamics

b) CIL Brand - opportunities and threats

c) Demand and Supply of coal in India

d) Major coal consumers - Power & Non-Power

e) Modes of coal distribution

f) Role of Rail in coal transportation

g) New Coal Distribution Policy ( LoA/FSA regime, E-auction, etc,)

h) Fuel Supply Agreements (important provisions related to ACQ, Penalty/compensation, i. Weighing and loading, etc.)

i) SHAKTI Policy

j) NRS Linkage Auction Policy

k) E-auction of coal ( Single Window Mode Agnostic )

l) Coal import and export in the country

m) Pricing of coal in India - Dual pricing, Tax components, etc.

n) Major international coal indices

o) National Coal Index

p) Promotion of 'CIL' Brand - digital and physical.

3. Quality Management

a) Annual Grade declaration procedures

b) Role of Fixed Carbon, Ash, Volatile Matter & Moisture in Pricing of Coal

c) Determination of Equilibrated Ash, Moisture & GCV, also on Air-Dried bases

d) Calculation of various index for coking coal like coking index, LTGK, FSI, Micum Index & shatter index etc.

e) Ash Fusion temperature and effects on boiler

f) Cost of quality and its input on coal value & image on company

g) Coal sampling procedure and its analysis - Commercial Arrangement for determination of quality of Coal (UHV), determination of weighted average of total moisture and surface moisture.

h) Bomb Calorimeter, its function & determination of GCV on equilibrated basis