jss science & technology university, mysuru...

JSS MAHAVIDYAPEETHA

JSS SCIENCE & TECHNOLOGY UNIVERSITY, MYSURU

JSS CENTRE FOR MANAGEMENT STUDIES(MBA),MYSURU

SCHEME I TO IV SEMESTER: 2017-2019

&

SYLLABUS I & IV SEMESTER: 2017-2019

JSS CENTRE FOR MANAGEMENT STUDIES

Scheme of Teaching and Examination for MBA

JSSCMS JSS Science and Technology University MBA 2017-19

Board of Studies May 2017 Syllabus

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JSS MAHAVIDYAPEETHA

JSS Centre for Management Studies

Scheme of Teaching and Examination for MBA

SEMESTER CREDITS

I

23

II

30

III

25

IV

22

TOTAL

100.0



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Sl/No Sub Code I Semester Tau

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Credits In

Hrs

Core- 1 MBA101 Foundations of Management 3

Core- 2 MBA102 Organization Behavior 3

Core- 3 MBA103 Quantitative Techniques-1 3

Core- 4 MBA104 Managerial Economics 3

Core- 5 MBA105 Financial Accounting, Reporting and Analysis 3

Core- 6 MBA106 Marketing Management 3

Core- 7 MBA107 Written Analysis and Communication 3

Laboratory-1 MBA1LB1 Computer Skills for Managers 2

Total Semester Credit 23

II Semester

Core- 8 MBA201 Management Accounting and Control Systems 4

Core- 9 MBA202 Financial Management 4

Core- 10 MBA203 Human Resource Management 3

Core- 11 MBA204 Operations Management 4

Core- 12 MBA205 Macro Economics for Managers 4

Core- 13 MBA206 Quantitative Techniques-2 4

Core- 14 MBA207 Business Ethics and Corporate Governance 3

Laboratory-2 MBA2LB2 SPSS Lab 2

Work Shop-1 MBA2WS1 Business Research Methodology - Work Shop 2




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III Semester

Core-14 MBA301 Project Planning, Appraisal and Management 4

Core-15 MBA302 Total Quality Management 4

Project MBA3PW Project Work 5

Electives

MBA3M/F/H1 Elective 1 3




MBA3M/F/H5 Elective 5




IV Semester Core-17 MBA401 Strategic Management 4

Core-18 MBA402 Services Management 4

Workshop-2 MBA4WS2 Entrepreneurship Development Program 2

Electives









Total Course Credit 100



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Contents I Semester .......................................................................................................... Error! Bookmark not defined.

Foundations of Management ..................................................................................................................... 7

Organizational Behavior.............................................................................................................................. 9

Quantitative Techniques - 1 ...................................................................................................................... 11

Managerial Economics .............................................................................................................................. 13

Financial Accounting – Reporting and Analysis ........................................................................................ 17

Marketing Management ........................................................................................................................... 19

Written Analysis and Communication ...................................................................................................... 21

Computer’s Skills for Managers ................................................................................................................ 23

II Semester ......................................................................................................... Error! Bookmark not defined.

Management Accounting and Control System......................................................................................... 31

Financial Management .............................................................................................................................. 33

Human Resource Management ................................................................................................................ 35

Operations Management .......................................................................................................................... 37

Macro Economics for Managers ............................................................................................................... 40

Quantitative Techniques – 2 ..................................................................................................................... 43

Business Ethics and Corporate Governance ............................................................................................. 45

Business Research Methodology – Workshop ......................................................................................... 47

SPSS Lab ..................................................................................................................................................... 49

III Semester Core Subjects................................................................................. Error! Bookmark not defined.

Project Planning, Appraisal and Management ......................................................................................... 51

Total Quality Management ....................................................................................................................... 53

Project Work .............................................................................................................................................. 55

III Semester Finance Elective ............................................................................ Error! Bookmark not defined.

Advanced Corporate Finance .................................................................................................................... 56

Mergers, Acquisitions and Corporate Restructuring................................................................................ 59

Merchant Banking and Financial Services ................................................................................................ 61

Investment Analysis .................................................................................................................................. 63

Derivatives ................................................................................................................................................. 65

Mutual Funds ............................................................................................................................................. 67



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III Semester Marketing Elective ........................................................................ Error! Bookmark not defined.

Consumer Behavior ................................................................................................................................... 70

Business Marketing ................................................................................................................................... 74

Personal Selling and Sales Management .................................................................................................. 77

Customer Relationship Management ....................................................................................................... 80

International Marketing ............................................................................................................................ 83

Marketing Engineering .............................................................................................................................. 85

Rural Marketing ......................................................................................................................................... 88

III Semester Human Resource Elective ............................................................. Error! Bookmark not defined.

Compensation Management .................................................................................................................... 91

Human Resource Development ................................................................................................................ 93

Organization Structure, Process and Design ............................................................................................ 95

Team Dynamics ......................................................................................................................................... 97

Industrial Relations and Labor Legislations .............................................................................................. 99

Organizational Learning and Knowledge Management ........................................................................ 101

IV Semester Core Subjects ................................................................................ Error! Bookmark not defined.

Strategic Management ............................................................................................................................ 103

Services Management ............................................................................................................................. 106

Entrepreneurship Development Workshop ........................................................................................... 109

IV Semester Finance Elective ............................................................................ Error! Bookmark not defined.

International Financial Management ..................................................................................................... 111

Tax Management........................................................................................... Error! Bookmark not defined.

Principles and Practice of Banking ................................................................ Error! Bookmark not defined.

Portfolio Management ............................................................................................................................ 117

Wealth Management .............................................................................................................................. 119

Risk and Insurance................................................................................................................................... 121

IV Semester Marketing Elective ........................................................................ Error! Bookmark not defined.

Channel and Logistics Management ....................................................................................................... 123

Integrated Marketing Communication ................................................................................................... 126

Product Management ............................................................................................................................. 128

Retail Management ................................................................................................................................. 131

Strategic Brand Management ................................................................................................................. 134

Social Marketing ...................................................................................................................................... 137



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Health Care Services ................................................................................................................................ 140

IV Semester Human Resource Elective ............................................................. Error! Bookmark not defined.

Performance Management and Competency Mapping......................................................................... 142

Organizational Change and Development .............................................................................................. 144

International Human Resource Management ........................................................................................ 146

Industrial Psychology .............................................................................................................................. 148

Strategic Human Resource Management ............................................................................................... 150

Leadership ..................................................................................................... Error! Bookmark not defined.



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Course Objectives:

1. To understand fundamental concepts and principles of management, including the basic roles,

skills, and functions of management

2. To gain knowledgeable of historical development, theoretical aspects and practice application of

managerial process;

3. To gain familiarity with interactions between the environment, technology, human resources, and

organizations for achieving high desired performance;

4. Be aware of the ethical dilemmas faced by managers and the social responsibilities of businesses.

NOTE:- The material covered is essential to you, regardless of your career objectives. In all likelihood, you

will either be a manager or work with one in any occupation you choose. In the final analysis, we are all

managers of our own lives and can benefit by studying to be better managers.

Module 1 : Management theory and practice 6 Hrs

Nature, purpose and functions; evolution of management thoughts; Mintzberg’s interpersonal,

informational and decisional roles; Management theories-scientific management and work of F.W Taylor,

administrative management and Fayol; Max Weber’s ideal bureaucracy ;the Hawthorne studies; Mc

Gregor’s Theory X and Y; and Systems approach, Contributions to Management thought-Peter F Ducker;

Levels of management; current trends in management.

Module 2 : Planning 6 Hrs

Nature; Types; Steps; Process; Objectives; MBO; Strategies; Policies; Planning premises; Decision making

under-certainty, uncertainty, risk ; Techniques that enhance quality in decision making; Search for

alternatives-Evaluation of alternatives- Selection of an alternative; Programmed and non-programmed

decisions –Modern approaches to decision making under uncertainty-Decision trees.

Nature Area Semester

Core General Management I

Subject Code:

MBA101

Subject Name:

Foundations of

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 3 : Organizing 6 Hrs

Nature of organizing and entrepreneuring - formal and informal organizations- Structure and

departmentation - line, line and staff, functional, divisional and matrix; span of control-decentralization-

delegation of authority - the art of delegation-Power and responsibility

Module 4 : Staffing 6 Hrs

Overview of all staffing functions; systems approach to human resource management

Module 5 : Leading 10 Hrs

Leader centered Approaches; Trait, Behavior ,Power focus; Follower centered approaches –self –

leadership, Leadership substitutes focus ; Interactive approaches- situational, empowerment, and

transformational leadership ;Women as leaders; Leaders of the future ; Likert’s four systems of

management- the managerial grid-Robert Blake and Jane Mouton Model - Committees – Nature of

committees-Reasons for using committees-Types-Merits and Demerits.

Module-6 : Controlling 8 Hrs

Process of control for diverse organizations; Setting standard for performance ; Measuring actual

performance; Responding to deviations; Designing quality and effectiveness into control systems; criteria

for effective control; Selecting the focal point of control; Managerial control philosophies-bureaucratic

control, organic control; Selecting a control style in today’s diverse and multinational organizations;

Impact of information technology on organizational control; Mechanisms for financial control-Financial

statement, Financial ratios; Ethical issues in a control of a diverse work force.

Module 7 : Social Responsibility and ethics 6 Hrs

Ethics in corporate world; Four faces of social responsibility; Strategies-reaction, Defense,

accommodation, Pro-action.

Recommended Books

MANAGEMENT –Challenges for tomorrow’s leaders-Pamela S. Lewis ; Stephen H.Good ; Patricia M.Fanc, 4th edition

MANAGEMENT- Stoner ,Freeman , Gilbert

MANAGEMENT Principles and guidelines –Duening ;Ivancevich

Jon L.Pierce & Donald G. Gardner with Dunham.2006 Management & Organizational Behavior –An Integrated Perspective.

Heinz Weihrich & Harold Koontz 2006 11Th edition Management – A Global Perspective



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Course Objectives:

Upon completion of the course, the students should be able to have better understanding about the:

1. The basic concepts and theories underlying individual behavior besides developing better insights into one’s own self and implications on the organizational behavior

2. Individual behavior in groups, dynamics of groups and team building besides developing a better

awareness of how they can be better facilitators for building effective teams as leaders themselves

Module 1: Introduction to Organizational Behavior 7 Hrs

Understanding Organizational Behavior (OB), Features of OB, Disciplines that contribute to the field of OB,

Challenges and opportunities for OB, Developing an OB model: An overview, the dependable variables,

independent variables, contingency OB model, learning about organizational behavior. The importance of

interpersonal skills, Complementing Intuition with Systematic Study.

Module 2: Foundations of individual behavior 4 Hrs

Ability: Intellectual ability, Physical ability, Biographical Characteristics: Age, gender, race, other

characteristics: tenure, and gender identity, learning: theories, Shaping: A Managerial Tool, Behavioral

Modification.

Module 3: Attitudes and Job Satisfaction 5 Hrs

Attitudes: The ABC Model, Attitude formation, Major Job attitudes, Job satisfaction: measuring job

satisfaction, causes of job satisfaction, the impact of satisfied and dissatisfied employees on the workplace,

Cognitive dissonance theory

Module 4: Personality and Values 7 Hrs

Personality: Factors that shape personality, The Myers – Briggs Type Indicator, The Big Five Personality

Model, and other personality traits relevant to OB, Application of personality theory in organizations;

Values: Importance of values, terminal versus instrumental values, generational values, Linking an


Core Human Resource Management I

Subject Code:

MBA102

Subject Name:

Organizational Behavior

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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individual’s personality and values to the workplace: Person – job fit, Person _ organization fit Global

implications.

Module 5: Perception and Individual decision making 6 Hrs

Perception: factors influencing perception; Perceptual Process, Person Perception: attribution theory,

frequently used shortcuts in judging others, specific application of shortcuts in organization, The link

between perception and individual decision making: Decision making in organizations; Influences on

decision making and organizational constraints; ethics in decision making.

Module 6: Motivation 8 Hrs

Early theories of motivation: Hierarchy of Needs Theory, Theory X and Theory Y, Two factors Theory,

McClelland’s Theory of Needs, Contemporary theories of Motivation: Cognitive evaluation theory, Goal

Setting Theory, Self-Efficacy Theory, Reinforcement Theory, Equity Theory, Expectancy Theory, from

concepts to Application, Motivating by Job design: The Job Characteristics Model; Employee Involvement;

using rewards to motivate employees.

Module 7: Foundations of Group behavior 6 Hrs

Defining and classifying groups; Stages of group development; Group properties: Roles, norms, status, size

and cohesiveness, Group decision making: Group versus individual; Group think and group shift; Group

decision making techniques, Understanding work teams, Differences between groups and teams; Types of

teams: Problem solving teams; Self-managed teams; Cross functional teams; Virtual teams; Creating

effective teams, Factors determining the success of a team; Team composition; Work design; Team

process, Turning individuals into team players.

Module 8: Power and Politics 5 Hrs

Power: Contrasting Leadership and Power; Bases of Power; Dependency; Power Tactics, Politics:

Organizational Politics; Reality of Politics; Causes and Consequences of Political Behavior; Managing

political behavior in organizations, The ethics of behaving politically; Global Implications.

Recommended text Book

1. Stephen P Robbins & Timothy A Judge; Organizational Behavior; Prentice- Hall Inc, Upper Saddle River, New Jersey; 13th Edition.

2. Organizational Behavior, Human Behavior at Work – John W. Newstrom, Keith Davis, TATA Mc GRAW-HILL, 11th Edition.

3. Behavior in Organizations – Jerald Greenberg, Robert A. Baron – 8th Edition 4. Michael Butler and Edward Rose – Introduction to Organizational Behavior – Jaico Publications



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Course Objectives:

1. Develop and refine decision-making skills by basing decision upon the outcome of statistical tests.

2. Determine and analyze the appropriate type of statistical problem solving techniques to business

situations.

3. Interpret the results of statistical tests to draw conclusion / decision.

4. Understand the reasoning/basis behind each statistical test.

5. Shall be able to manually solve selected problems.

Note to Students:

1. The problem are from the perspective of business/managerial application

2. Use of non-programmable scientifically calculators are allowed

3. The SEE paper comprises of theory and problems.

Module 1: Introduction 6 Hrs

Definition of Statistics – Importance and Scope of Statistics – Functions of Statistics - Statistical

Investigation - Limitations of Statistics. Distrust of Statistics. Descriptive Statists – Tabular & graphical

presentation–Statistical Data: Primary and Secondary data – Sources of Data – Types of Classification of

data - Frequency Distribution: Discrete or Ungrouped Frequency Distribution, Grouped Frequency

Distribution, Continuous Frequency Distribution. – Diagrammatic and Graphic Representation; Frequency

Polygon, Cumulative Frequency Curves or Ogives – Advantages and Limitations of Diagrams and Graphs.

Tabulation: - Types of Tables- Construction of one way and two way tables.

Module 2: Descriptive Statistics 6 Hrs

Numerical Measure: Measures of Location- the Weighted and working with Grouped Data-Measures of

Variability - Measures of Distribution shape- Relative Location and detecting outliers -Exploratory Data

Analysis


Core Operation Management I

Subject Code:

MBA103

Subject Name:

Quantitative Techniques - 1

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 3: Introduction to Probability 8 Hrs

Basic definition Events, Sample space and probabilities, Basic rules of probability, Conditional probability,

independence of Events, Combinatorial concepts, laws of total probability-Bay’s theory, Joint probability

table. Expectancy theory and problems.

Module 4: Discrete Probability distribution 6 Hrs

Random Variable -Discrete Probability Distributions -Expected Value and Variance -Binomial Probability

Distribution-Poisson Probability Distribution-. Continuous Probability Distribution Uniform Probability

Distribution - Normal Probability Distribution - Normal Approximation of Binomial Probabilities -

Exponential Probability Distribution.

Module 5: Correlation and Simple Linear Regression 6 Hrs

Correlation – concept, types, measures of correlations – Karl Pearson and Spearman’s correlation

coefficient- Simple Linear Regression Model-Least Squares Method-Coefficient of Determination-Model

Assumptions.

Module 6: Samples and Sampling 6 Hrs

The Associates of Sampling, Problem-Simple Random Sampling -Points Estimation-Introduction to

Sampling Distributions-Sampling Distribution of mean - Sampling Distribution of Proposition-Properties of

point estimators-Other Sampling Methods.

Module 7: Population and Sample Mean 4 Hrs

Known-Population mean: Unknown-Determining the sample size-Population Proportion.

Module 8: Hypothesis Testing 6 Hrs

Developing Null and Alternative Hypotheses -Type 1 and Type II Errors-Population Mean: Known standard

deviations, population mean: Unknown standard deviations - Population proportion - Hypothesis Testing

and Decision Making - Calculating the Probability OF Type II errors-Determining the Sample Size for

Hypothesis Test about a population mean.

Recommended Reading:

1. J.K.Sharma, Business Statistics, Pearson Education, Third, 2010. 2. Statistics for Management, Levin and Rubin 3. Fundamentals of Statistics, S. C. Gupta, Himalaya Publishing House, 7/e, 4. Aczel and Sounderpandian Complete Business Statistics 6/e, , Tata-McGraw Hill, 2006 5. Anderson, Sweeney, William, Statistics for Business and Economics”, Thomson Publishing, 9/e,

2007



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Course Objectives:

1. To enable the students to understand the basics of micro as well as macroeconomics;

2. To learn to employ economic concepts and logic for obtaining optimal decisions to business

problems;

3. To develop analytical skills through application of the concepts to the business decisions

4. To build sound foundation for the different streams of disciplines that the students will be

exposed during the course period

Note: There are some Aspects/elements in the syllabus which are “non-instructional” and the students

need to obtain the list of topics from the instructor. These topics/aspects are subjects to ‘Self-directed

Learning’ (Under the guidance of the instructor, if need be) The students have to make presentation on

these topics.

Module-1

Introduction to Economics: 7 Hrs

Micro economic analysis – Scarcity and choice – Trade Offs – Prices and Markets – Theories and Models –

Managerial Applications of Micro Economic Theory – Managerial Decision Making –Theory of the Firm -

Goals of Microeconomic policy: Efficiency and Equity – Managerial Economics and Economic Theory –

Maximizing the value of firm

Marginal Analysis for Optimal Decisions - Objective Function –Constrained and unconstrained optimization

– Optimal level of activity – Marginal Benefit and Marginal Cost

Module-2 9 Hrs

Market Equilibrium/Basics of Demand and supply


Core General Management I

Subject Code:

MBA104

Subject Name:

Managerial Economics

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Demand analysis: Concept of demand, different demand concepts-Determinants of demand change in

quantity demanded and change in demand-elasticity of demand and, measurement –Demand forecasting.

Supply Analysis: Concept of supply-Determinants of supply-Change in quantity supplied and change in

supply-elasticity of supply-market equilibrium and government intervention.

Short run Vs Long run Elasticity – Demand and Supply

The seller’s view: Total Revenues, Average Revenues, Marginal Revenues – Relationship between

Elasticity of demand, Price (AR), TR and MR Applications of the elasticity concepts

Module-3: 7 Hrs

Theory of Production Production Decision of a Firm – Technology of Production - Production function-laws of production

relating to short-run and long run- Production with a single variable input: TP,AP, MP – Profit

maximization and input choice – Two variable inputs: Production Isoquants - Marginal Rate of

Substitution and Elasticity of substitution – Expansion path and returns to scale

Production with two outputs – Economies of scope - Production Transformation Curves – Economies and

diseconomies of scope – the degree of economies of scope

Module-4: 12 Hrs

Cost of Production analysis

Measuring Cost – Economic Vs Accounting costs-opportunity cost – sunk cost – Fixed cost Vs variable cost

- Fixed cost Vs sunk cost – Marginal and Variable Cost – Four important decision pit falls

Cost in the Short Run – Determinants of short-run cost – shapes of the cost curves - Cost in the Long Run –

user cost of capital – cost-minimizing input choice – Isocost Line – choosing inputs – cost minimization

with varying output levels – Expansion path and Long run costs

Long Run Vs Short Run Cost curves – inflexibility of short run production – Long Run and Short Run

average cost curves – Long Run and Short Run Marginal cost curves – Returns to scale ,Economies and

Diseconomies of scale – relationship between Long Run and Short Run Cost



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Dynamic changes in costs – Learning Curve - Graphing the learning curves – learning Curve Vs economies

of scale

Module-5: 12 Hrs

Market structure and Managerial Decisions

Managerial Decisions in Competitive Markets - Characteristics of Perfect Competition – Demand

curve facing the firm – Profit maximization in the short run – shut down price - Profit maximization in the

Long run

Managerial Decisions with market power - Monopoly – characteristics – Determinants of market power –

Profit maximization under Monopoly; output and pricing decisions – short run profit maximization and

loss minimization under monopoly- Long run profit maximization under monopoly – Price Discrimination-

Social costs and benefits of monopoly – monopoly regulation

Managerial Decisions under Monopolistic Competition - characteristics – short run equilibrium – Long

run equilibrium – Excess capacity under monopolistic competition - Monopolistic competition and

Advertisement

Managerial Decisions under Oligopoly – Oligopoly –Features – Kinked Demand Curve - Price Leadership –

Cartels - Game Theory– Concepts ;Prisoner’s Dilemma, Nash Equilibrium – First Mover Advantage Vs

Second Mover Advantage – Pricing practices facilitating cooperation - Strategic Decision Making in

Oligopoly Markets

Module-6 6 Hrs

Pricing Practices

Pricing Rules –of thumb – Mark up pricing and Profit maximization –MR, MC, and Profit maximization -Two

part Pricing – Multiple Product Pricing – Transfer Pricing - Managerial Implications

Module-7 7 Hrs

Long Term Investment Decisions Concepts of Risk and Uncertainty – Demand for Risky Assets – Assets – Risky and Riskless Assets – Asset Returns – Tradeoffs between risk and return - Measuring risks with Probability Distributions – Dispersion of Probability Distributions - variance – standard deviation – co-efficient of variation – Manager’s utility function for profit – risk averse – risk loving – risk neutral - Managerial implications



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Model -8 4 Hrs

Decision under Uncertainty

Maximization of Expected utility – Different preferences towards risk - Reducing Risk – Diversification – Probability Matrix - Maximax Criterion - Maximin Criterion – Maximax Regret Criterion – Equal Probability criterion

Reference Books

1. Tho

mas ,Christopher R & S Maurice ,Charles ;Managerial Economics – Concepts and Applications

2. New

Delhi: Tata McGraw-Hill Irwin, 2008.

3. Hershey, Mark; Managerial Economics- An Integrative Approach Cengage Learning India Pvt. Ltd.,

Publications 2009

4. Maddala ,G S & Miller, Ellen; Micro Economics – Theory & Applications, Tata

McGraw Hill Publications

5. Dominick Salvatore; Managerial Economics, Oxford University Press

6. Mankiw, Gregory; Principles of Economics, Thomson South-Western

7. Pindyck &Rubinfeld ; Microeconomics, Pearson 5th edition

8. G. S. Gupta, Managerial Economics, Tata Mc Graw Hill Latest Edition

9. Dwivedi , Managerial Economics, Vikas Pub., House Pvt., Ltd., 2002

10. Das, Satya P, Micro Economics for Business, Sage Publishers, 2007

11. Mulhearn, Chris , Howard R Vane , Economics for business, James Eden , New York, Palgrave

,2011

12. W Bruce Allen, Managerial economics theory application and cases, Viva Books, New Delhi,2010



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Module 1: Basics of Accounting 4 Hrs

Accounting Conventions and Concepts, Accounting Principles, and Accounting disclosures, GAAP and Users

of Accounting. Introduction to IFRS.

Module 2: Basics accounting mechanics 10 Hrs

Capital vs. Revenue Expenditure, Journal – Ledgers – Cash books -- Trial Balance – Income statement –

Balance Sheet- (Students are required to understand the flow in recording transactions. Case studies

should be adopted as teaching methodology), Accounting Equation.

Module 3 6Hrs

Revenue recognition and measurement (As per Accounting Standard 9): Introduction- Recognition of

revenue in the course of ordinary activities of an enterprise; Inventory valuation (As per Accounting

Standard 2) Historic cost and market price valuation concepts (LIFO, FIFO and Weighted averages) -

Implications of changes in method of valuation of Inventory; Depreciation Accounting (As per Accounting

Standard 6): Accounting for depreciation and depreciation methods- straight line and WDV method.

Disposal of depreciable assets Implications of changes in method of depreciation.

Module 4: Exposure to reading income statements of companies and firms 6Hrs

Profit and loss related concepts – reporting methods (vertical and horizontal), Measuring Income,

Adjustment process, various heads in income statements, Evaluating incomes and expenses to measure

performances (Cost effectiveness – various cost component as a percent of sales).


Core Financial Management I

Subject Code:

MBA105

Subject Name:

Financial Accounting –

Reporting and Analysis

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5: Preparation and Presentation of Balance sheet of companies 6Hrs

Balance sheet related concepts – Reporting of Assets of liabilities under Companies Act – Auditors’ Report.

Common-size Financial Statement – Concept of Window dressing.

Module 6 : Analytical review of Financial Statements 6 Hrs

Profitability Statements - COGS, EBDIT, EBIT, Operating profit/loss, PBT, PAT; Ratio Analysis- An

Introduction- Measurement of Overall Performance of a Firm/companies – Profitability Ratios- GP, Ratio,

NP Ratio, P/E ratio, ROCE, RONW, EPS, DPS; Liquidity Ratios- Current ratio, Acid Test Ratio, Quick Ratio;

Turnover Ratio- Debtors Turnover, Creditors Turnover, Stock Turnover; Solvency, Ratios- Debt Equity

Ratio, Debt Service Coverage Ratio, Fixed Assets to Net worth; Uses of Ratios for Internal Management; An

Introduction to Financial Gearing-Effect of Financial Leverage and Spread;

Module 7: Fund Flow and Cash Flow Statements 6Hrs

Fund flow statement - Determining the sources and uses of working capital. Preparation of Cash Flow

Statement (as per AS-3);¨ Presentation of Cash Flow Statement; Operating, Activities; Investing Activities;

Financing Activities; Foreign Currency Cash Flows; and Analysis-¨; Accounting Standard on Cash Flow

Statement. Difference between Fund Flow and Cash Flow Statements.

Module 8: 4 Hrs

Accounts of Non trading organizations- receipts and payments account, Income and expenditure account,

balance sheet

Recommended Books

R. Narayanaswamy; Financial accounting a managerial perspective; PHI; 3rd Edition

S.K. Bhattacharyya and John Dearden; Accounting for Management text and cases; Vikas

publishing house

N. Ramachandran & Ram Kumar Kakani - Financial Accounting for Management-TMH Publications



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Course Objectives:

1. To induct marketing theory and concepts to what marketers do in "the real world”

2. To analyze how in a customer driven economy companies embrace and act profitably

3. Importance of attracting, retaining customers & measure outcome of marketing activity

Module 1: Defining Marketing & Value creation process 5hrs

Introduction to Marketing, offerings & marketing environment, to understand marketing as a process of

creating value, value delivery process,

Module 2: Market Demand 5hrs

Concept of Market Potential & Market Demand, Understand information goods in context of digital

market place, Introduction to Social Media Marketing and constituents.

Module 3: Understanding market place & Designing Customer Driven Marketing Process 7hrs

Consumer Markets and consumer buying behavior, Business Markets and business buying behavior,

choosing your customers through segmentation and targeting, Bases for market segmentation. Targeting

customers and positioning the products/services, creating Value Proposition.

Module 4: Product & Services 5hrs

Product/Services, New-Product/Service Development and strategies, Product Mix strategies, Product Life

Cycle, Product diffusion curve, Characteristics of Service & Service marketing.


Core Marketing I

Subject Code:

MBA106

Subject Name:

Marketing Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5: Pricing & Distribution Channel 8hrs

Pricing Considerations, approaches and pricing strategies, Pricing to Capture Value, identifying true

economic value a key role in pricing strategy & tactics. Retailing and wholesaling, distribution decisions,

channel alternatives, channel choice, channel design and channel management decisions, channel

conflicts.

Module 6: Marketing Communications & Branding 6hrs

Concept of communication mix, communication objectives, steps in developing effective communication,

Stages in designing message, response models, AIDA, Advertising Agency Decisions Sales Promotion, and

Direct Marketing, Event & Sponsorships & Personal Selling; branding.

Module 7: Designing Marketing Strategy & evaluation marketing performance 9hrs

Setting company objective and goals, designing a business portfolio, Intrinsic and extrinsic growth

opportunities, competitor Analysis, approach to competitive strategy, creating competitive advantage,

branding strategies. Marketing Audit, Return on marketing investment, low tech marketing maths: basic

calculations useful in marketing analysis, types of cost, margin calculations, break-even analysis, and price-

volume relationships, price and cost at levels of distribution & relative market share.

Module 8: Managing Customer Relationships 3hrs

Transactional marketing versus relationship marketing, characteristics of relationship, Customer life cycle

– attracting – retaining and growing customers, difference between customer retention and acquisition.

Recommended Books:

1. Marketing Management, 13th edition, 2009, Pearson, Kotler, Kevin Keller, Koshy, Jha

2. Principles of Marketing 13th edition, 2010, Pearson, Kotler, Armstrong, Agnihotri, Haque

3. Marketing Management 4th Edition, Rajan Saxena, Mc Graw-Hill Publication

4. Marketing Matrices, 2nd edition, Perason, Farris, Bendle, Pfeifer, Reibstein

5. Marketing Management , 4th edition, V.S.Ramaswamy Mammillan Publishers

6. Digital marketing: The essential guide to New Media and Digital Marketing, Kent Wertime, Ian

Fenwick, Wiley



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Course Objectives:

1. To acquaint students with comprehensive inputs for writing, formatting and transmitting business

documents.

2. To sensitize students with the basic principles, goals and issues critical successful business

communication.

To highlight the use of technology in business communication to achieve a competitive advantage.

Module 1: Introduction to the Writing Process 4 hrs

Basics of Business Writing – 3 x 3 Writing Process: Pre-writing, Writing and Revising; Pre- writing: Analyze

– Identifying your Purpose, Selecting the Best Channel; Anticipate – Profiling the Audience, Responding to

the Profile; Adapt – Spotlighting the Receiver Benefits, Cultivating the You View, Using Bias Free Language,

Expressing Yourself Positively, Being Courteous, Simplify your Language, Using Precise, Rigorous Words.

Module 2 8 hrs

Organizing And Writing Business Messages – Researching Data and Gathering Ideas: Formal Research

Methods, Informal Research and Idea Generation; Organizing Data – Listing and Outlining; Organizing

Ideas into Patterns – Direct Pattern for Receptive Audience, Indirect Pattern for Receptive Audience.

Module 3 8 hrs

Composing the First Draft – Creative Effective Sentences, Using Short Sentence, Emphasizing Important

Ideas, Using the Active Voice, Using Passive Voice Selectively, Avoiding Dangling and Misplaced Modifiers,

Paragraph Organization, Composing Sales Message, Developing News Releases; Negative Messages –

Developing Bad News Message, Refusing Routine Message, Declining Invitation, Managing Negative

Organization News.


Core General I

Subject Code:

MBA107

Subject Name:

Written Analysis and

Communication

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4 4 hrs

Revising Business Message – Revising Messages – Clear, Conversational and Concise; Revising for Vigor

and Directness; Revising for Readability; Proofreading; Evaluating the Product.

Module 5: Business Correspondence 8 hrs

Routine Letters and Goodwill Messages: Direct and Indirect Pattern, Types of Routine Letters - Request

Letters, Reply Letters, Recommendation Letter, Claims and Adjustment Letters, Complaint letters, Kinds of

Memos – Procedure and Information Memos, Request and Reply Memos, Confirmation Memos.

Module 6 4 hrs

Meeting – Preparing for Meeting: Purpose, Participants, Location, Agenda – Conducting: Time, Procedure,

Participation, Closure and Follow-up – Minutes of the Meeting - Using Groupware to Facilitate Meeting:

Videoconferencing and Teleconferencing, Email Meetings, Electronic Meetings.

Module 7: Employment Communication 6 hrs

Employment Communication – Preparing Resumes; Types of Resumes – Chronological, Functional and

Combination; Application Letters – AIDA Approach; Reference Request Letter; Job Inquiry Letter; Resume

Follow up Letter; Interview Follow Up Letter; Rejection Letter; Interviewing for Employment.

Module 8 6 hrs

Writing for the Web: Social networking sites – Blogs - Business forums; Technology- enabled

communication: Tools for Constructing, presenting, transmitting and collaborating messages.

Text Books:

1. Business Communication Process and Product, Mary Ellen Guffy, 3rd Edition, Thomson South

Western.

2. Business Communication Today – Bovee Thill Schatzman – Seventh Edition.

3. Business Communication – Connecting in a Digital World, Lesikar, Flately, Rentz, Lentz, Pande,13th

Edition, Mc Graw Hill.

4. Technical Communication, Raman Sharma, Oxford

5. The creative Writing , John Singleton and Mary Luckhurst, Mac Millan

6. Basic Business Communication-Skills for Empowering The Internet Generation, Lesikar,Flatley,

9th Edition, Tata Mc Graw Hill.

7. Business Communication- Concepts, Cases And Application, P D Chaturvedi and Chaturvedi,

Pearson Education



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Course Objective

In this course, students learn to create, navigate, and organize documents and use the help functions.

They learn to edit and manipulate text, view and format documents, and use MS-Office’s predefined

functions. Students accomplish the learning objectives for each Chapter through a series of hands‐on

tasks, for which they are given step‐by‐step instructions and desired result checkpoints. The tasks provide

ample opportunity for students to practice, apply, and develop the skills covered in the course. A practice

exercise and review questions are included at the end of each Chapter to measure progress and reinforce

the skills learned. There is also a lab exercise at the end of the course to provide further practice and

review to reinforce the topics learned throughout the course, and to help prepare students for the exam.

Part – 1:- Microsoft Excel

Lesson 1: Microsoft Excel 2007 Fundamentals

A. Exploring Microsoft Excel

I. Starting and Exiting the Application

II. Examining Microsoft Excel’s Interface

B. Creating Workbook Files

I. Opening and Closing Files

II. Creating and Saving a New Workbook

III. Creating a New Workbook from a Template

IV. Microsoft Excel File Types

V. Entering Data

VI. Entering Data into a Selected Range

C. Getting Help While You Work

I. Using Microsoft Excel’s Built In Help

Chapter 2: Viewing Navigating and Managing Worksheets and Workbooks

A. Viewing Worksheets

I. Displaying or Hiding Gridlines and Headers

II. Zooming the Display

III. Changing Views


Laboratory General I

Subject Code:

MBA1LB1

Subject Name:

Computer’s Skills for

Managers

Credit Distribution

L-0 T-0 P-3

CIE 100



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IV. Splitting a Window

V. Freezing and Unfreezing Panes

VI. Hiding Rows, Columns, and Sheets

VII. Viewing and Arranging Multiple Sheets

VIII. Saving a Workspace

IX. Saving a Custom View

B. Navigating Worksheets and Workbooks

I. Navigating in a Worksheet and Workbook

II. Workbook

III. Using Find

IV. Using Go To

V. Working with Multiple Workbooks

C. Managing Worksheets and Workbook Files

I. Managing Worksheets

II. Managing Workbook Files

Chapter 3: Editing Worksheets

A. Creating Basic Formulas

I. What is a Formula?

II. Creating a Basic Formula

III. Reference Data from other Worksheets

IV. Using Auto Calculate

B. Editing Text and Values

I. Editing and Replacing Cell Content

II. Using Undo, Redo, and Repeat

III. Using Smart Tags

C. Clearing, Moving, and Copying Cell Content

I. Clearing Cell Content

II. Moving Cell Content

III. Copying Cell Content

IV. Collecting and Pasting Multiple Items

V. Using the Paste Special Command

D. Modifying Worksheet Structure

I. Inserting and Deleting Cells

II. Merging and Splitting Cells

III. Inserting and Deleting Rows

IV. Inserting and Deleting Columns

V. Changing Row Height

VI. Changing Column Width

Chapter 4: Using Functions in Formulas

A. Understanding Functions

I. What is a Function?



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II. Structure of a Function

III. Categories of Functions

IV. Inserting Functions

B. Using Functions

I. The SUM Function

II. Using AutoSum

III. The SUMIF and SUMIFS Functions

C. Using Statistical Functions

I. What are Statistical Functions?

II. The AVERAGE function

III. The AVERAGEIF and AVERAGEIFS Functions

IV. The COUNT Function

V. The COUNTA Function

VI. The COUNTIF and COUNTIFS Functions

VII. The MAX Function

VIII. The MIN Function

IX. The MEDIAN Function

X. The MODE Function

D. Using Date and Time Functions

I. What are Date and Time Functions?

II. The DATE Function

III. The NOW Function

IV. The TIME Function

V. The DATEVALUE Function

Chapter 5: Formatting Worksheets

A. Formatting Cells and Cell Content

I. Formatting Cells

II. Formatting Text

III. Formatting Values

B. Formatting Worksheets

I. Using Themes to Format a Worksheet or Workbook

II. Changing Sheet Tab Colors

III. Changing Sheet Background

Chapter 6: Preparing and Printing Worksheets

A. Preparing Worksheets for Printing

I. Using the Spell Checker

II. Setting the Print Area

III. Adjusting Page Setup Options

B. Using Find and Replace

I. Using the Find and Replace Dialog Box

II. Finding and Replacing Cell Content



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III. Finding and Replacing Cell Formats

C. Previewing and Printing Worksheets

I. Using Print Preview

II. Using Page Break Preview

III. Using the Print Dialog Box

IV. Using Quick Print

V. Displaying and Printing Formulas

Part – 2:- Microsoft Word

Chapter 1: Microsoft Word Fundamentals

A. Exploring Microsoft Word

I. Starting and Exiting the Application

II. Examining Microsoft Word’s Interface

III. Understanding the Ribbon

B. Creating Documents

I. Saving a New Document

II. Opening Existing Documents

III. Microsoft Word Document File Formats

IV. Opening Microsoft Word 2007 Files with Older Versions of Microsoft Word

C. Entering Text

I. Understanding Word Wrap and Pagination

II. Inserting the Date and/or Time

III. Inserting Symbols and Special Characters

IV. Using Text Entry Shortcuts

V. Using Undo, Redo, and Repeat

VI. Using Smart Tags

D. Getting Help While You Work

I. Using Microsoft Word’s Built‐In Help

II. Using the Table of Contents

III. Searching

Chapter 2: Viewing Navigating and Managing Documents

A. Viewing a Document

I. Changing Views

II. Zooming the Display

III. Showing or Hiding the Ruler

IV. Splitting the Document Window

V. Working with Multiple Documents

B. Navigating in a Document

I. Basic Navigation Techniques

II. Using the Scroll Bars

III. Using Find

IV. Using Go To



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V. Using the Browse Buttons

VI. Using the Document Map

VII. Using Thumbnails

VIII. Using the Keyboard

C. Organizing a Document in Outline View

I. Working in Outline View

II. Expanding and Collapsing Headings

III. Promoting and Demoting Headings

IV. Reorganizing Content

D. Managing Documents

I. Organizing Documents Using File Folders

II. Modifying Document Properties

III. Using Auto Recover and Background Saves

IV. Creating Automatic Backups

Chapter 3: Editing and Formatting Text

A. Editing and Manipulating Text

I. Selecting Text

II. Selecting Text Using the Mouse

III. Selecting Text Using the Keyboard

IV. Inserting and Deleting Text

V. Moving and Copying Text

VI. Using the Office Clipboard

B. Formatting Characters and Paragraphs

I. Using Quick Styles

II. Changing Font, Size, Style, and Case

III. Changing Character Spacing

IV. Using Repeat Formatting and the Format Painter

V. Features

VI. Changing Paragraph Alignment and Spacing

VII. Options 3‐41

VIII. Formatting Quoted Material

IX. Using the Text Highlight Color Tool

X. Adding Borders and Shading

XI. Revealing Formatting

C. Working with Lists, Tabs, and Indents

I. Creating Effective Lists

II. Creating and Modifying Numbered Lists

III. Creating and Modifying Bulleted Lists

IV. Sorting List Items

V. Task C‐1: Creating and Sorting Bulleted Lists

VI. Setting and Clearing Tabs

VII. Setting and Clearing Indents



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VIII. Using the Click and Type Feature

D. Using Special Text Effects and Building Blocks

I. Using Superscript and Subscript

II. Using Hidden Text

III. Adding a Drop Cap

IV. Using Building Blocks

Chapter 4: Controlling Page and Text Layout

A. Controlling Page Options

I. Adding Page Numbers

II. Adding Line Numbers

III. Changing Margins

IV. Changing Orientation and Paper Size

V. Inserting a Cover Page and a Blank Page

VI. Adding Headers and Footers

VII. Adding a Watermark

VIII. Adding a Page Background and Color

B. Using Themes to Format a Document

I. Applying a Document Theme

II. Parts of a Theme

III. Customizing a Document Theme

IV. Restoring Template Themes

C. Controlling Text Flow

I. Inserting and Removing Page Breaks

II. Inserting and Removing Section Breaks

III. Adjusting Paragraph Options

IV. Breaks

D. Working With Columns

I. Creating Columns

II. Adjusting Column Width and Spacing

III. Adding a Line Between Columns

IV. Controlling Text Flow in Columns

Chapter 5: Working with Tables

A. Creating a Table

I. Identifying Parts of a Table

II. Inserting a Table Using the Table Menu

III. Inserting a Table Using the Insert Table Dialog Box

IV. Inserting a Table Using the Drawing Tool

V. Converting Text to a Table

VI. Converting a Table to Text

VII. Navigating in a Table

VIII. Entering Text in a Table



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IX. Selecting in a Table

B. Modifying a Table

I. Inserting, Deleting, and Moving Rows or Columns

II. Resizing Tables 5‐23

III. Changing Row Height and Column Width

IV. Merging and Splitting Cells

V. Splitting a Table

VI. Performing Calculations in a Table

VII. Sorting in a Table

C. Formatting a Table

I. Applying Quick Styles to a Table Using Quick Tables

II. Using Table Styles

III. Table Styles

IV. Aligning Text in Cells

V. Adding Borders

VI. Adding Shading and Patterns

VII. Repeating Table Headings

VIII. Controlling Page Breaks in a Table

Chapter 6: Finalizing and Printing a Document

A. Using the Proofing and Language Tools

I. Checking Spelling and Grammar

II. Using Word Count

III. Using the Translate Feature

IV. Setting the Language

V. Using the Dictionary and Thesaurus

VI. Using Automatic and Manual Hyphenation

B. Using Find and Replace

I. Finding and Replacing Text

II. Finding and Replacing Formats

III. Finding and Replacing Special Items

C. Using Hyperlinks and Cross‐References

I. Creating a Hyperlink

II. Modifying and Removing a Hyperlink

III. Referencing External Data

IV. Creating a Cross‐Reference

V. Modifying and Removing a Cross‐Reference

D. Previewing and Printing a Document

I. Using Print Preview

II. Using the Print Dialog Box

III. Printing Documents Without Opening Them

IV. Printing an Envelope

V. Printing a Labels



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Part – 3:- MS Power Point

Chapter 1: Introduction

a) Opening new Presentation

b) Different presentation templates

c) Setting backgrounds

d) Selecting presentation layouts

Chapter 2: Creating a presentation

a) Setting presentation style

b) Adding Text to the presentation

Chapter 3: Formatting a presentation

a) Adding style

b) Color, gradient fills

c) Arranging objects

d) Adding Header & Footer

e) Slide Background

f) Slide layout

Chapter 4: Adding Graphics to the presentation

a) Inserting pictures, movies, tables, etc into the presentation

b) Drawing Pictures using Draw

Chapter 5: Adding effects to the presentation

a) Setting Animation & transition effect

b) Adding audio and video

Chapter 6: Printing Handouts and Generating standalone presentation viewer



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Course Objectives:

The perspective of the subject is to understand the financial statements and what drives the performance.

How costs ultimately affect the performance and various ratios? Rather than problem solving approach-

application of cost concepts is recommended

Module 1: Management Control Systems 8 Hrs

Basic concepts, goals, and strategic key variables in management control systems. Management by

objectives. Management Control - Operational Control – Task Control. Concept of cost centers, profit

centers and investment centers. Cost units- classification of costs- cost analysis for management decision

making - Preparation of cost sheet

Module 2: Determinants of Product costing 8 Hrs

Determining product costs: cost elements for product costing-Material control and costing, labor costs –

Module 3: Product costing 8 Hrs

Accounting for overheads – Factory overheads principles of allocation and absorption - Administrative

overheads – selling and distribution overhead

Module 4: Costing methods 8 Hrs

Mechanics of ascertaining product costs under job order costing and process costing (Does not include

Equivalent production, by products).


Core Financial Management II

Subject Code:

MBA201

Subject Name:

Management Accounting

and Control System

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Module 5: Cost Analysis for planning control and decision Making 8 Hrs

Concept of Marginal (variable) costing. Comparison between variable costs and fixed costs, - advantage of

variable costing. Decisions involving alternative choices: cost analysis for decision making like

discontinuing a product, accepting a special order, make or buy, Sell or Process further, Product Mix

Module 6: Cost-volume – profit Analysis 8 Hrs

Cost-volume – profit (CVP): Profit planning- behavior of expenses in relation to volume- CVP model-

sensitivity analysis of CVP Model for changes in underlying parameters- assumptions of the CVP Model-

Utility of the Model in Management Decision Making.

Module 7: Budgeting and budgetary control 8 Hrs

Budgeting as a tool of management control - steps in budget preparation - Functional budget problems on

sales - production - material - Cash budget, Flexible budgets.

Module 8: Standard Costing 8 Hrs

Comparison with Budgetary control, analysis of variance – simple problems on material, labor and

overhead variance.

Recommended Books -

1. Charles T Horngren –Introduction to Mnagement Accounting - Pearson/PHI

2. P C Tulsian – Practical Costing- Vikas Publishers

3. Jawaharlal -Cost Accounting – TMH

4. Robert N Anthony & Vijay Govindrajan –Management Control system-(TMH)

5. Khan & Jain- Cost Accounting-(TMH)

6. Bhattacharya –Cost Accounting: Principles and Practice - PHI

7. Cost Accounting – M.N Arora – Vikas Publishers

8. P. Saravanavel-Management Control System- (HPH)



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Course Objectives:

1. To introduce the functions of finance management

2. To introduce the basic concepts which enable the financial decision making

Module 1: Introduction to finance function 7 Hrs

Financial Management – Introduction to finance, objectives of financial management – Firm Value and

equity value– profit maximization and wealth maximization. Changing role of finance managers.

Organization of finance function.

Agency model; problem and agency cost – Stockholders and Managers; bondholders and society -

Disciplining management through corporate governance - Sustainability model. Limits of corporate

finance. Introduction to Indian Financial System.

Module 2: Compounding and discounting principle 8 Hrs

Time value of money – Time Lines & notation, Future value of single cash flow & annuity, present

value of single cash flow, annuity& perpetuity, Capital recovery factor and loan amortization schedule.

Module 3 8 Hrs

Concepts of Risk and Return – Diversifiable and Non-Diversifiable risk - Risk & return of single asset,

risk and Return of a portfolio, Measurement of market risk for single asset and portfolio.

Module 4: Financing decision 8 Hrs

Sources of long term funds: Cost of capital – basic concepts. Cost of debenture capital, cost of

preferential capital, cost of term loans, cost of equity capital (Dividend discounting and CAPM model).

Cost of retained earnings. Determination of Weighted average cost of capital (WACC) and Marginal

cost of capital.


Core General Management II

Subject Code:

MBA202

Subject Name:

Financial Management

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Module 5: Investment decisions 10 Hrs

Basis of project cash flow estimation; hurdle rates for projects and firm. Estimating cash flow for new

project, Cash flows of replacement projects

Investment evaluation techniques – Net present value, Internal rate of return, Modified internal rate

of return, Profitability index, Payback period, discounted payback period, Accounting rate of return.

Module 6: Capital budgeting under uncertainty 7 Hrs

Basic of constructing a decision tree. Simple problem on EMV and Decision making.

Module 7: Working capital management 8 Hrs

Factors influencing working capital requirements. Current asset policy and current asset finance

policy. Determination of operating cycle and cash cycle. Estimation of working capital requirements of

a firm. (Does not include Cash and Inventory Management)

Module 8: Capital Structure 8 Hrs

Capital structure decisions – Overview of financing choices –The financing process; internal and

external financing - Planning the capital structure: EBIT and EPS analysis. ROI & ROE analysis. Capital

structure policy (No capital structure theories to be covered)

Dividend policy – Factors affecting the dividend policy - dividend policies- stable dividend, stable

playout.

Reference Books:

1. Prasannachandra; Financial Management Theory and Practice; Tata McGraw Hill; 7th Edition

2. I.M. Pandey – Financial Management (Vikas), 9/e,

3. Brigham & Houston – Fundamentals of Financial Management, Thomson Cengage Learning, 1/e,

4. M.Y. Khan & P.K. Jain – Financial Management (TMH), 5/e

5. Damodaran, Corporate Finance – John wiley & Co., 2/e, 2004

6. Vanhorne, Financial Management & Policy, Pearson / PHI, 11/e, 2002



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Course Objectives:

1. Managers recognize the need to tap into the skills and knowledge of their increasingly skilled and

knowledgeable employees if they are going to be successful. This raises the central question - how

do they do this? This question, in various forms, has been at the Centre of management thought.

2. The economy and the rise of the knowledge worker, simply highlights the importance for

organizations to address this question.

3. Human Resource Management, both as an academic discipline and as a professional practice, is

concerned with exploring the various dimensions of this question.

Module 1: Introduction to Managing Human Resource 5 Hrs

Nature and scope, features, functions, objectives, policies, procedures and Programs, practices, Line and

staff responsibility, Roles and Responsibilities of managers.

Module 2: HR Planning & Acquisition 10 Hrs

Human Resource Planning, Objectives, integration of strategic planning and HRP, benefits of HRP, factors

affecting HRP, process, problems of HRP, Job design, Need, Approaches, Options, Process, Job Description,

Job analysis process, benefits of job analysis. Recruitment - Objectives, Recruitment Policy – formulation,

responsibilities, Policy design, factors influencing policy, Recruitment Process in detail, their importance

and implications, Selection Process.

Module 3: Training and Development 6 Hrs

Need, Forms and types, Training need analysis, Delivery Methodology, Evaluation. Capacity Building.


Core Human Resource Management II

Subject Code:

MBA203

Subject Name:

Human Resource

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: Performance Appraisal and Management 5 Hrs

Purpose, objectives, appraisers and different methods of appraisal, Potential Appraisals, limitations and

problems of performance appraisal, Post Appraisal Analysis, 360 degree appraisal.

Module 5: Compensation & Benefits Administration 7 Hrs

Compensation Management: need for sound salary administration, factors affecting wages/ salary levels,

job evaluation, wage salary survey, salary structure, salary fixation, incentives, bonus concepts, ESOPs, pay

for performance, Benefits administration, employee welfare and working conditions-statutory and

voluntary measures.

Module 6 Career Planning & Development 5 Hrs

Career – Stages in career Planning and Career development – Process.

Module 7: Employee Separations, Downsizing & Outplacement 5 Hrs

Employee separation, types, costs of employee separation, benefits of employee separation, managing

early retirements, managing layoffs, outplacement goals and services

MODULE 8: HR Accounting, Records, Audit, Research and Information 5 Hrs

Human Resource accounting, HR Records, HR Audit– Objectives, Needs, Process. HR Information System

Recommended Books:

1. Essentials of Human Resource Management and Industrial Relations, Himalaya Publication - Subba

Rao –3rd Revised ,

2. Internal Audit – Roy Chowdhary Subject Title Human Resource Management

3. Human Resource Management, Principles & Practice – Aquinas, Vikas Publication,

4. Managing Human Resources - Wayne F Cascio, TATA McGRAW-HILL- 7th , , 10th Chapter

5. Managing Human Resource - Luis R. Gomez-Mejia – Fourth , , Pearson Publication, 6th Chapter



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Course Objectives:

1. Explain the strategic role of operations management and its competitive advantage.

2. Explain the relationships between the operations function and other functional areas of a business

Such as marketing, finance, and information systems and how they can work together to achieve

the business strategy.

3. Explain approaches to designing and improving processes.

4. Students will use relevant tools and techniques to solve operations management problems.

Note:- The course will cover both theory and numerical problems ( theory and numerical in the ratio of 40

: 60 ratio)

Module 1: Introduction to operations management 7 Hrs

Foundations to operations management: Principles of Production / operations Management. Operations

strategy, Systems perspective of operations management, decisions of OM, Functions/ Scope of OM,

Competition dimensions of OM, Different production systems, Product-process matrix, service-process

matrix, productivity, types, techniques to enhance productivity.

Module 2: Introduction and Break even analysis 9 Hrs

Break even analysis - Break even analysis in terms of physical units, sales value, and percentage of full

capacity. Break even for Multi Product situations, Capacity expansion decisions, Product add or drop

decisions, Make or Buy decisions, Equipment Selection decisions, Production process selection decisions,

Managerial uses of breakeven analysis, Limitations of Breakeven analysis.

Note: The module will cover both theory and numerical problems with emphasis on decision making for

competitive advantage.


Core Operation Management II

Subject Code:

MBA204

Subject Name:

Operations Management

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Module 3: Forecasting 10 Hrs

Forecasting as a planning tool, forecasting time horizon, short and long range forecasting, sources of data,

types of forecasting, qualitative forecasting techniques, quantitative forecasting models - Linear

regression, Moving average, weighted moving average, Exponential smoothing, Exponential smoothing

with trends, Measurement of errors, Monitoring and Controlling forecasting models.

Note: The module will cover both theory and numerical problems

Module 4 : Facility Planning 10 Hrs

Facilities location decisions, factors affecting facility location decisions and their relative importance for

different types of facilities, Facility location models, Facility layout planning: Layout and its objectives for

manufacturing operations, warehouse operations, service operations, and office operations., principles,

types of plant layouts – product layout, process layout, fixed position layout, cellular manufacturing

layouts, hybrid layouts, Factors influencing layout changes, Facilities utilities – lighting, ventilation, air

conditioning, noise control, sanitation, Materials handling - objectives, principles, types.

Note: The module will cover theory focusing on safety, psychological factors, and productivity.

Module 5: Employee Productivity 10 Hrs

Productivity and work study, Productivity and the standard of living, Productivity and the organization,

productivity, variables affecting labour productivity, work content and time, Work Study and related

working conditions and human factors, Method Study , Introduction to Method Study, Data collection,

recording, examining, and improving work, Material flow and material handling study, Worker flow study,

Worker area study, Work Measurement, Introduction to Work Measurement, Work sampling study, Time

study and setting standards, Numerical problems on productivity measurement, time study and work

standards

Module 6: Capacity Planning 10 Hrs

Concept and overview of aggregation, Demand and capacity options and strategies in production and

services, capacity and value, financial impact of capacity decisions, aggregate planning types and

procedure, capacity requirement planning, concepts of yields(productivity) and its impact on capacity;

Capacity requirement planning, Materials requirement planning, Planning hierarchies in operations,

aggregate planning, purpose, necessity and importance of aggregate planning, Managerial importance of

aggregate plans, alternatives for managing demand and supply, capacity augmentation strategies.

Matching demand and capacity, demand chase aggregate planning, level production aggregate planning,

capacity planning and steps, Resource requirements planning system, material requirement planning,

objectives of MRP, elements of MRP, BOM, benefits of MRP, Capacity requirement planning and

strategies. Job shop scheduling n jobs on 1 machine, n jobs on 2 machines. Numerical problems on job

shop scheduling – Line Balancing theory – numerical problems on line balancing.



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Module 7: Materials Management 8 Hrs

Role of Materials Management- materials and profitability, Purchase functions, Procurement procedures

including bid systems, Vendor selection and development, Vendor rating,. Concepts of lead time, EOQ,

DDLT problems, purchaser functions, Inventory Management: Concepts of inventory, types, Classification,

selective inventory management, Inventory controlling techniques ABC VED, and FSN.

Reference Books

1. B. Mahadevan, Operations Management Theory and Practice, Pearson education, Second

impression 2007

2. William J. Stevenson Operations Management, 8th 2005.

3. Prof. K. Ashwathappa, K Sridhar Bhat, Production and Operations Management –Himalaya

Publications

4. Upendra kachru, Production and Operations Management, Text and cases, first, excel Books.

5. Byron J Finch Operations Now, , tata Mc Grawhill, 3rd , ,2008

6. Norman Gaither & Greg Fraizer, Operations Management, Thomson SouthWestern



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Course Objectives:

1. This MBA course in Macroeconomics is designed to provide students with a unified framework to

understand the functioning of the economy and also enable the students to analyze

macroeconomic issues such as growth, productivity, business cycles, inflation, money, interest

rates, monetary and fiscal policy, banking and financial crises.

2. The course is a mixture of macro theory and real-world applications to help the students to develop

analytical models that stress the microeconomic underpinnings of aggregate outcomes.


need to obtain the list of topics from the instructor. These topics/aspects are subjects to “Self-directed

Learning” (Under the guidance of the instructor, if need be) The students have to make presentation on

these topics.

Module1 8 Hrs Circular Flow of Income National Income Circular Flow of Income -Simple Equilibrium without Government Intervention –

Economy with Government Intervention - Three Sector Model; Equilibrium in an Economy with

Government Intervention - Four Sector Model Factors Affecting the Size of a Nation’s Income –

Approaches to Measure National Income - Measures of Aggregate Income - Difficulties in Measuring

National Income - The Uses of National Income Statistics.

Module 2 6 Hrs

Aggregate Demand –Aggregate Supply Model



Subject Code:

MBA205

Subject Name:

Macro Economics for

Managers

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Law of Supply and Demand - Basic of Aggregate Supply and Aggregate Demand (AS-AD)–Sticky prices and

their Macro economic consequences- Components of Aggregate Demand and Aggregate Supply – Factors

affecting the Aggregate Demand and Aggregate Supply – Long-run and short-run Aggregate Supply -

Keynesian Income Determination models: Two Sector, Three Sector and Four Sector – Multiplier Principle

Module 3

Inflation 5 Hrs

Inflation – Concept, Types of Inflation – Philips Curve - Expansionary and Contractionary Measures -

Economic and Social Cost of inflation Measures

Module 4 7 Hrs

Fiscal and Monetary Policy

Fiscal Policy: concept, objectives, constituents - Concepts of Deficit: Budget Deficit, Fiscal Deficit, Revenue

Deficit, Primary Deficit - Fiscal Policy and Economic Growth - India’s budgetary policy, Tax policy and

sources of revenue

Money and Monetary Policy

Money: Concept, Functions, Money Supply Process Monetary Policy: Concept, Objectives - Instruments of

Monetary Policy - Challenges for the Central Bank Monetary Policy in a globalized economy – Coordination

between Monetary Policy and Fiscal Policy

Module 5 4 Hrs

Business Cycles

Business Cycles – concept, features, phases - direction & timing of economic variables - Counter cyclical

policies

Macroeconomics in a Global Business Environment

Module 6 14 Hrs

Trade Theories

Theory of Comparative Advantage: Heckscher-Ohlin Theorem - New Trade Theory - Terms of Trade -

Commercial Policy: Free Trade and Protection

Balance of Payments

Trade in services –Global sourcing – Balance of Payments: concept and structure – Trade and BOP of India –

Balance of payment Deficit and Measures



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Module-7 6 Hrs

Economic Integration

Economic Integration: Concept and forms/levels – World Trade Organization Optimal Currency Area;

Globalization; Alter globalization; Economy in Transition; Emerging Economy - World Trade Organization:

objectives & functions – latest round of trade negotiations

Module 8 12 Hrs

Globalization and Challenges

Globalization – concept, trends in globalization – challenges of globalization - environment for foreign trade

and investment - exchange rate movements and their impact

Multinational Corporations

Definition and Meaning – Importance and dominance of MNCs – Code of conduct – MNCs in India –

Transfer of Technology – global competitiveness – indicators of competitiveness - competitive advantage of

nations – Technology and Global competitiveness.

Text Books

1. Paul Samuelson: Economics, Tata-Mcgraw-Hill edition, Tenth print 2008, (for Modules 1-7)

2. Abel, Bernanke and Croushore [ABC], “Macroeconomics,” Addison-Wesley, 7th Edition, 2010

3. S.K Misra and V.K.Puri Economic Environment of Business-, Himalaya publishing house, latest

editon)

4. William boyes and Michael Melvin Principles of Economics, , Indian Edition, Cengage Learning,

2003

5. Gregory Mankiw Macro Economics Worth Publishers, 6th edition 2009

6. Robert H Frank and Ben S Bernanke Principles of Economics Tata McGraw- Hill

7. O’ Sullivan et all Macro Economics – Principles, Applications and Tools Dorling Kindersky (India)

Pvt.ltd., (Pearson Education), New Delhi, 2012

8. Economic Survey, GOI Publications



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Course Objectives:

1. To provide a formal quantitative approach to problem solving;

2. To give an intuition for managerial situations where a quantitative approach is appropriate;

3. To introduce some widely used quantitative models;

4. Description of the linear programming model, decision theory, etc.;

Module 1: Statistical Inferences 15 Hrs

Statistical Inferences about means & proportions with two samples - Inferences about the difference

between two populations means when standard deviations known - Inferences about the difference

between two populations means when standard deviations unknown. Inferences about the difference

between two population means with matched samples - Inferences about the difference between two

population proportions. Inferences about population variance - Inferences about two population

variances, Chi test, ANOVA, one way & two way.

Module 2: Decision theory 7 Hrs

Decision theory – decision under uncertainty- Maxmin & Minmax, decision under Risk- Expected Value,

decision tree problems.

Module 3: Introduction to OR 10 Hrs

Applications, Shortcomings, Models, Methodology, LP Model formulation, solution to LP model by

graphical methods - Duality in linear programming.



Subject Code:

MBA206

Subject Name:

Quantitative Techniques – 2

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Module 4: Transportation and Assignment 14 Hrs

Transportation problem, General structure of transportation problem, methods of finding initial basic

feasible solution (NWCM,LCM & VAM), test for optimality (MODI Method), degeneracy (theory only),

Assignment problems, Introduction, General structure, problems on minimization & maximization

Module 5: Theory of Games 6 Hrs

Terminology; Two person zero sum game; Solution to games: Saddle point, dominance rule, Value of the

game, mixed strategy, Graphical method of solving a game – (2 x n) and (m x 2) games.

Module 6: Queuing Models 6 Hrs

Introduction; Characteristics of Queuing models, Models for Arrival and Service Times; Single Poisson

arrival with Exponential Service Rate; Applications of Queuing models.

Module 7: Simulation of Management Systems 6 Hrs

Terminology, Process of Simulation, Monte Carlo Method, Waiting Line Simulation Method, Inventory

Management Simulation, Marketing Management Simulation, Financial Management Simulation.

Recommended Books:

1. J.K. Sharma, “Operations Research”, McMillan India

2. N. D. Vohra, “ Quantitative Techniques in Management”, Tata McGraw Hill Publications, 3/e,

4th reprint 2007

3. S. D. Sharma, “Operations Research”, Kedar Nath and Ram Nath & Co. Ltd.

4. Gupta and Khanna, Quantitative Techniques for Decision Making, PHI Publication, 2005

5. Natarajan, Balasubramani, Tamilarasi, “Operations Research”, Pearson Education, 1/e, 2002

6. C. R. Kothari, “Quantitative Techniques”, Vikas Publishing House, 3/e, 2004

7. Terry Lucey, Quantitative Techniques, Thomson Learning, 6/e, 2004



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Module 1 8 Hrs

Over view of Ethics; Understanding ethics, Why ethics, Ethical values, myths and ambiguity, ethical codes

Module 2 4 Hrs

Managing Ethical Dilemma; Characteristics of ethical dilemma, ethical decision making, ethical reasoning,

characteristics of ethical dilemmas; the dilemma resolution process; ethical dilemmas in different business

areas finance, marketing HRM and international business.

Module 3 6 Hrs

Ethical Culture in Organization; Overview, Org Ethics Development System (OEDS), Organization culture,

Developing codes of Ethics and conduct, Ethical and value based leadership

Module 4 6 Hrs

Indian Ethos in Management; Basic principles, Indian approaches towards management , Role of scriptures

in understanding ethics, Indian wisdom

Module 5 12 Hrs

Ethical Principles in Business; Theories of Ethics, Absolutism verses Relativisim, Teleological approach, the

Deontological approach, , Koholberg’s six stages of moral development (CMD);

Module 6 12 Hrs



Subject Code:

MBA207

Subject Name:

Business Ethics and

Corporate Governance

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Corporate Governance; Issues, need of Corporate governance code, Code of corporate practices, Social

Responsibility of corporate, Corporate Social Reporting, Corporate Governance and the role of Board of

Directors, Corporate governance system worldwide, Corporate disclosure and Investor protection in India

Recommended Reading and Reference

Business Ethics, AC Fernando, Pearson

Business Ethics and Corporate Governance, S.K.Bhatia Deep and Deep Publications 2004

Ethical Practices in Business Case studies R.C.Shekar



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Course Objectives: At the end of the workshop, students are expected to

1. Understand the language of research

2. Develop abilities to understand the phenomena of management more thoroughly through the lens

of researcher

3. Develop abilities that help critical appraisal of managerial phenomena

4. Able to identify, understand and convert managerial problem into research problem

Workshop

Note: The idea of the workshop is not to teach through the content of the course but enable students

understand the reasoning behind different research paradigms, designs and methods and learn by doing

scaled down research projects using various methods and experience the process of complete cycle of

research starting from problem definition through design, data collection and analysis and reporting.

Evaluation:

Evaluation is done on the basis of both individual and group work, the description is as below

Group Work:

Projects: Submission and presentation

1. Qualitative Research

2. Survey Research

3. Experimental Research

Individual Evaluation:

1. Exercises

2. Tests on Conceptual Understanding


Workshop General Management II

Subject Code:

MBA2WS1

Subject Name:

Business Research

Methodology – Workshop

Credit Distribution

L-0 T-0 P-2

CIE 100



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3. Viva on the Projects done

Given the nature of how BRM workshop is conducted, absence in one class will automatically lead to non-

understanding of subsequent classes and such person becomes hindrance to the learning of rest of the

students. Therefore attendance on all Classes Compulsory, Absence without Permission on relevant

ground would lead to the grade of ‘not-pass’,

Readings:

Any research methodology book prescribed by the faculty and lecture notes

Indicative Workshop Outline

1. Foundations of Research: Language of Research: Terminologies, Types of Questions, Time in

Research, Types of Relationships, Variables, Hypotheses, Types of Data, Unit of Analysis, Two

Research Fallacies

2. Philosophy of Research: Structure of Research, Deduction & Induction, Positivism & Post-

Positivism, Ethics in Research

3. Conceptualizing: Problem Formulation, Concept Mapping

4. Sampling: External Validity, Sampling Terminology, Statistical Terms in Sampling, Probability

Sampling, Non- Probability Sampling

5. Measurement: Construct Validity- Measurement Validity Types, Idea of Construct Validity,

Convergent & Discriminant Validity, Threats to Construct Validity, Reliability Measurement Error,

Types of Reliability, Reliability & Validity, Levels of Measurement, Scaling: General Issues in

Scaling, Thurstone Scaling, Likert Scaling, Guttman Scaling

6. Research Design: Internal Validity, Introduction to Design, Types of Designs

7. Survey Research: Types of surveys, selecting the survey method, constructing the survey- Types of

questions, question content, response format, question wording, question placement.

8. Qualitative Research: The qualitative debate, measures, data, approaches, methods, validity

9. Analysis: Data preparation, descriptive statistics, Correlation, Inferential Statistics

10. Write-Up: Key elements, formatting



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Course Objectives:

Statistics in the social sciences involves the collection, analysis, interpretation, and presentation of data to

answer questions about the social world. The specific topics covered in this course include data

description, statistical inference, hypothesis testing, analysis of association and variance, an introduction

to regression analysis, and a basic understanding of computer-based statistical software. Students will

learn how statistics can help them to answer questions about the social world and enhance their ability to

think through problems.

Upon completing this course students will be able to:

1. Describe the structure and characteristics of statistical data;

2. Calculate and interpret measures of central tendency and variability in statistical data;

3. Assess the strength of association between sociological variables;

4. Determine whether observed statistical patterns and associations are generalizable to the larger

social world;

5. Achieve a basic understanding of statistical and database computer software;

6. Identify and carryout basic statistical analyses used in sociological inquiry;

7. Become a critical consumer who can assess the validity of the data, graphs, charts, and statistics.

8. Undertake basic exploratory data analysis and interpret the results

9. Carry out simple significance testing

10. Control the operation of SPSS and manage their files and output

11. Use SPSS syntax to automate routines.

Module 1

Introduction, Basics, Starting SPSS, Navigating, Data Editor, SPSS Viewer, Getting your data in Opening an

Excel file, Manually entering data, Opening an existing SPSS file, Saving your work

Module 2


Laboratory General II

Subject Code:

MBA2LB2

Subject Name:

SPSS Lab

Credit Distribution

L-0 T-0 P-2

CIE 100



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Cutting and pasting, Exporting, Describing data, Frequency distributions, Parametric vs. Non-parametric

statistics, Normality, Homogeneity of Variance,

Module 3

Frequency Distributions and Descriptive Statistics, Graphing, Z-Scores, T-Tests, ANOVA, Correlation and

Regression, Data Analysis, Analyzing Frequencies: Chi-square, Comparing two groups

Module 4

T-tests, Paired T-tests, comparing two groups – Non-parametric, Two independent groups: Mann-Whitney

U, Paired groups: Wilcoxon Signed Rank Test, Testing associations between continuous variables,

Correlation.

Module 5

Parametric: Pearson correlation coefficient, Nonparametric: Spearman's rho, Getting Started with SPSS,

Describing Data I, Describing Data II

Module 6

A First Look at Some Sociological Data, Exploring Relationships, Regression, More on Relationships, A First

Look at Experimental Design, Central Limit Theorem, Building Confidence In Confidence Intervals

Module 7

Concepts In Hypothesis Testing, Two Group Inference, Population Means, Comparing two Population

Means, Comparing Multiple, Groups – Parametric, One-Way Analysis of Variance (ANOVA), and Additional

Topics: Post-hoc tests (Multiple comparison test)



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Course Objectives:

1. The introduce the process of initiating, planning and selecting a project idea

2. To introduce the financial evaluation in appraising the project

3. Understanding project constraints and implementation of projects

Module 1: Project planning 4 Hrs

Planning & Analysis Overview: Phases of capital budgeting. Resource Allocation Framework: Key criteria

for allocation of resource. Generation and screening of project ideas

Module 2: Project Analysis 6 Hrs

market and demand analysis - Technical analysis – Environment analysis. (Environmental appraisal of

projects: types and dimensions of a project – meaning and scope of environment – Environment –

Environmental resources values – environmental impact assessment and environmental impact

statement).

Module 3: Financial estimates 8 Hrs

Financial Estimates and projections-Estimation of cost of project and means of financing – estimates of

sales and production – cost of production – working capital requirement and its financing – estimates of

working results – breakeven points – projected cash flow statement – projected balance sheet.

Module 4: Project cash flows 10 Hrs

Basic principles of measurement of cash flows – components of the cash flow streams – viewing a project

from different points of view – definition of cash flows by financial institutions and planning commission –

biases in cash flow estimation. Appraisal criteria: Net Present Value – benefit cost ratio – internal rate of

returns urgency – payback period – accounting rate of returns – investment appraisal.


Core Financial Management III

Subject Code:

MBA301

Subject Name:

Project Planning, Appraisal

and Management

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Module 5: Project Risk Analysis 10 Hrs

Simple estimation of risk – sensitivity analysis – scenario analysis – Monte Carlo simulation – decision tree

analysis, decision tree and real option – option to abandon – option to continue and option to extend –

selection of project – risk analysis in practice;

Module 6: Special decision situations 10 Hrs

Choice between mutually exclusive projects of unequal life – optimal timing decision – determination of

economic life – inter-relationships between investment and financing aspects – inflation and capital

budgeting

Module 7: Projects constraints 8 Hrs

Multiple projects and constraints: Constraints – methods of ranking – mathematical programming

approach – linear programming model – integer linear programming model – goal programming model.

Module 8: Project Implementation 8 Hrs

Project planning and control management – prerequisites for successful project implementation; Network

techniques for project management – development of project network – time estimation – determination

of critical path – scheduling when resources are limited – PERT and CPM models – Network cost system

(Only problems on resources allocation and resources leveling)

Reference Books:

1. Prasanna Chandra; Projects-Planning, Analysis, Selection, Financing, Implementation and Review ;

Tata McGraw Hill; 6th Edition

2. Narendra Singh – Project Management and Control – HPH , 2003

3. Nicholas – Project Management for Business and Technology: Principles and Practice – Pearson /

PHIGray & Larson – Project Management: The Managerial Proc



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Course Objectives:

Learning outcomes

At the end of the course students should: • know business excellence models and be able assess

organization’s performance making reference to their criteria; • know the principles of total quality

management and peculiarities of their implementation; • be able to use quality management methods

analyzing and solving problems of organization; • know prerequisites of evolution of total quality

management and significance of quality gurus’ works to the management of modern organizations

Module I (6 hours) Introduction to TQM,Meaning of the terms quality, quality control and quality

assurance, importance of quality, quality dimensions of products and services, quality and competitive

advantage, cost of quality, TQM, Evolution of TQM, Basic principles of TQM, TQM VS Traditional

management, advantages of TQM

Module II (10 Hours) Philosophical Framework to TQM Contribution of various gurus of TQM, Deming-

Deming’s chain reaction, Deming’s principles, deadly sins, PDCA cycle, Juran’s Quality triology, Juran’s

breakthrough sequence, Philips crosby- Quality is free, Taguchi’s Quality loss function, Ishikawa’s

contributions and Quality Circles.

Module III (8 Hours) Benchmarking Definition, reasons for benchmarking, types of benchmarking, process

of benchmarking what to benchmark, understanding current performance, planning, studying others,

using findings, Xerox model of benchmarking, Advantages and pitfalls of benchmarking Concept of Kaizen

and its applications


Core Operation Management III

Subject Code:

MBA302

Subject Name:

Total Quality Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module IV (8 Hours) Business Process Re-engineering(BPR) Introduction, Need for BPR, Implementing

BPR, Steps in BPR, Re-engineering Vs. TQM, BPR Vs. Kaizen, Re-engineering the structure, change

management and BPR, BPR and IT, Advantages and Limitations, Indian examples of BPR

Module V (8 Hours) Quality Management Systems(QMS) Introduction, meaning of QMS, ISO 9000,

Benefits of ISO, ISO 9000-2008 series, implementation of ISO 9000, Problems related to ISO 9000, QS

9000, Need for QS 9000, QS 9000 series Environmental Management System (Ems), ISO 14000 series,

Benefits of ISO 14000, Integrating ISO 9000 & 14000, SEI-CMM level 5,

Module VI (8 Hours) Quality Awards : Introduction, Need for Quality Awards, Deming Prize and its

features, MBNQA and its features, European quality award and its features, Golden peacock award, TQM

models. Module VII (8 Hours) Quality Control tools: Introduction, 7 tools of quality control (Old & New),

Poka-yoke, Quality Function Deployment.

Module VIII (8 Hours) Introduction to Six Sigma Historical developments, statistical framework for six

sigma, DPU and DPMO concepts, DMAIC methodology, Training for Six Sigma, Benefits of Six Sigma, Six

sigma and TQM.

Module VIII ( 8 Hours) Process management Concept of specification limits, statistical control limits, Process control and control charts for both

attributes and variable data. Operators role in quality assurance.

RECOMMENDED TEXT BOOKS:

1. Management and Control of Quality, James R. Evans, 8/e 2012, Cengage Learning

2. Total Quality Management, Dale.H. Besterfield, 3rd Edition, Pearson Education

3. Total Quality Management Text and Cases, G. Nagalingappa & Manjunath VS, Excel books.

4. Total Quality Management, Shridhar Bhat, Himalaya Publication



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The research project can serve many useful functions. The most important is that it helps the student to

think out the research project he/she is about to undertake and predict any difficulties that might arise.

Also, MBA project should attempt to pursue Work with existing theories and frameworks as one does not

have the time, resources, skills or credibility to invent completely new models and yet find something that

has the potential to be of ongoing use/interest.

A fairly standard structure that we have found helpful is below but is not restrictive

1. Executive Summary

2. Introduction

3. Literature and theoretical background

4. Research Hypotheses

5. Methodology

6. Results

7. Discussion

8. Recommendations

9. Conclusions

10. References

11. Appendices

It may not be obvious at the outset that these chapters’ sections in fact inter-link and build upon each

other to form a coherent argument.


Field Work Project III

Subject Code:

MBA3PW

Subject Name:

Project Work

Credit Distribution

L-0 T-0 P-6

CIE 50

Viva-Voce 50



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Course Objectives:

1. The understand the working capital financing and constituents of working capital management

2. To understand the hybrid sources of financing

3. Understanding project constraints and implementation of projects

Module 1: 8 hrs

Working capital management

Determination of level of current assets. Sources for financing working capital. Bank finance for working

capital. (No problems on estimation of working capital) .Working capital financing: Short term financing of

working capital, long term financing of working capital. Working capital leverages. Analysing the impact of

working capital changes on profitability

Receivables Management

Receivables, Credit management through credit policy variables, marginal analysis, Credit evaluation:

Numerical credit scoring and discriminate analysis. Control of accounts receivables, Factoring.

Module 2: 8 hrs

Cash Management

Forecasting cash flows– Cash budgets, long-term cash forecasting, monitoring collections and receivables,

optimal cash balances – Baumol model, Miller - Orr model & stone model. Strategies for managing surplus

fund

Inventory Management

Determinations of inventory control levels: ordering, reordering, danger level. EOQ model. Pricing of raw

material. Monitoring and control of inventories, ABC Analysis


Elective Financial Management III

Subject Code:

MBA3F1

Subject Name:

Advanced Corporate Finance

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 3: Capital structure decisions 6 hrs

Capital structure & market value of a firm. Leverages – Determination of operating leverage, financial

leverage and total leverage. Theories of capital structure – NI approach, NOI approach, Modigliani Miller

approach, traditional approach. Arbitrage process in capital structure

The Financing mix –Trade offs and theory – Optimal financing mix –operating income approach –Cost of

capital and value of the firm –Real time optimal financing mix. Choosing a finance mix- views of rating

agencies.

Module 4: Dividend policy 6 hrs

Theories of dividend policy: relevance and irrelevance dividend decision. Walter’s and Gordon’s model,

Modigliani and Miller approach. Dividend policies – stable dividend, stable payout and growth. Bonus

shares and stock split corporate dividend behavior. Legal and procedural aspects of dividends Corporate

Dividend Distribution Tax- empirical evidence of dividend policy.

Analyzing cash returned to the stockholders.- cash flow approach and comparable firm approach

Module 5: Understanding Financial Statements 7 hrs

Understanding the structure of financial statements – Asset mix of the business- asset measurement and

Valuation- Financing mix of liabilities and equities. Measuring earning and profitability. Accounting

measures of risk- Analysing real time statements

Module 6: Corporate Valuation 7 hrs

Adjusted book value approach, Stock and Debt approach, Direct Comparison Approach, Discounted cash

flow approach, Analyzing historical performance, estimating the cost of capital, forecasting the

performance. Calculating firm value and interpreting the results, DCF Approach- 2 stage and 3 stage

growth model, Free cash flow Equity valuation model, Economic Value Added (EVA) – concept,

components of EVA. Market Value Added (MVA)

Module 7: Intangible Asset companies 3 hrs

Financial management in intangible – intensive companies. Characteristics of intangibles, implications for

financial managements, Types and approaches to valuations of intangible assets

Module 8: Corporate financial modeling 3 hrs

Effect of inflation on ; Asset value, firm value, returns, Financial planning – Basis of financial planning, sales

forecast method, pro-forma P & L account method, pro-forma balance sheet method, determination of

External Financing Requirement (EFR).,



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Reference Books:

1. Prasannachandra; Financial Management Theory and Practice; Tata McGraw Hill; 7th Edition

2. M.Y. Khan & P.K. Jain – Financial Management, (TMH), 5/e, 2004

3. Ashwath Damodaran – Corporate Finance-Theory And Practice – John Wiley & Sons

4. I.M. Pandey – Financial Management (Vikas), 9/e, 2005

5. Brigham & Ehrhardt, Financial Management – Theory & Practice, Thomson Learning, 10/e – 2004

6. Ross, Westerfield & Jaffe, Corporate Finance– TMH – 7/e, 2005



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Course Objectives:

1. To understand the various restructuring exercises

2. To understand the financial implications of these changes

3. To understand the regulatory framework

Module 1 : Corporate restructuring 8 hrs

A) Restructuring - Different forms of restructuring. Expansion, contraction, Management structure

and ownership control changes.

B) Mergers - in the nature of acquisitions and amalgamations. types of merger – motives behind

mergers – operating, financial and managerial synergy of mergers – value creation in horizontal,

vertical and conglomerate mergers – internal and external change forces contributing to M & A

activities

joint ventures – sell off and spin off – divestitures – equity carve out – leveraged buy outs (LBO) –

management buy outs – master limited partnerships – employee stock ownership plans (ESOP)

Module 2 : Strategic perspective 6 hrs

M & A – A strategic perspective- industry life cycle and product life cycle analysis in M&A decision,

strategic approaches to M&A- SWOT analysis, BCG matrix, Porter’s Five forces model

MODULE 3 : Merger Theories 5hrs

Theoretical background of merger. Development of merger and restructuring concept. Efficiency theories

– valuation theories – behavioral theories.

MODULE 4 : Merger Process 3 hrs



Subject Code:

MBA3F2

Subject Name:

Mergers, Acquisitions and

Corporate Restructuring

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Dynamics of M&A process- identification of targets-negotiation-closing the deal. Five stage model –due

diligence (detailed discussion). Process of merger integration – organizational and human aspects –

managerial challenges of M & A

Module 5 : Valuation 8 hrs

Valuation approaches – discounted cash flow valuation – relative valuation – valuing operating and

financial synergy – valuing corporate control – valuing of LBO. Methods of financing mergers – cash offer,

share exchange ratio – mergers as a capital budgeting decision.

Module 6 : Accounting for amalgamation 8 hrs

Pooling of interest method, purchase method – procedure laid down under the Companies Act of 1956

Module 7 : Defenses 5 hrs

Takeovers, types, hostile takeover approaches, take over defenses – financial defensive measures –

Coercive offers and defense – anti-takeover amendments – poison pill defense

Module 8 : Legal and regulatory frame work of M & A 5 hrs

Provisions of Company’s Act 1956, Indian Income Tax act 1961 – SEBI takeover code, Provisions of

Competition Act

Reference Books:

1. Fred Weston, Kwang S Chung, Susan E Hoag – Mergers, Restructuring And Corporate Control –

Pearson Education, 4/e

2. Mergers acquisitions and Business valuation – Ravindhar Vadapalli – Excel books, 1/e 2007

3. Ashwath Damodaran – Corporate Finance-Theory And Practice – John Wiley & Sons

4. Sudi Sudarsanam – Value Creation From Mergers And Acquisitions – Pearson Education, 1/e, 2003

5. Chandrashekar Krishna Murthy & Vishwanath. S.R, Merger Acquisitions & Corporate Restructuring

–– Sage Publication

6. Shiv Ramu – Corporate Growth Through Mergers And Acquisitions – Response Books

7. P Mohan Rao – Mergers And Acquisitions – Deep And Deep Publications

8. Machiraju – Mergers And Acquisitions – New Age Publishers



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Course Objectives:

1. Overview of financial services 2. Overview of various products 3. To understand the revenue generation

Module 1: Introduction to Merchant Banking 4 Hrs

Merchant banking: Origin, Services rendered by Merchant bankers, Functions of Lead managers, SEBI

Guidelines for Merchant bankers. Non-Banking Finance Companies: Functions, RBI Guidelines, Prudential

Norms. Differentiating between Banking, Merchant Banking and Investment Banking.

Module 2: Insurance Services 4 hrs

Need and importance Life and non life insurance- Players in life and non life insurance- Essentials of

insurance contracts- Risk appraisal and selection- Life and non life insurance products including unit linked

plans.

Module 3: Regulations 9 hrs

Merchant Banking- SEBI guidelines for merchant bankers – Issue Management – Equity issues – Rights

issues – Debenture issues – Book building – Private Placements – Pre & Post issues activities – Raising

capital from International markets: ADRs, GDRs, IDRs, ECB etc.

Module 4 : Lease and Hire purchase 13 hrs

Leasing: Concept, Steps in Leasing Transactions, Types of Lease, Legal frameworks, Advantages and

disadvantages of Leasing, Contents of a Lease Agreement, Matters on Depreciation and Tax, Problems in

leasing, Factors influencing Buy or Borrow or Lease Decision.

Hire Purchasing: Concepts and features, Hire Purchase Agreement, Comparison of Hire Purchase with

Credit sale, Installment sale and Leasing. Banks and Hire Purchase.



Subject Code:

MBA3F3

Subject Name:

Merchant Banking and

Financial Services

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5 : Credit rating 3 hrs

Definition and meaning, Process of credit rating of financial instruments, rating methodology, Rating

agencies, Rating symbols of different companies.

Module 6 : Securitization of debt 3 hrs

Meaning, Features, Special Purpose Vehicle, Types of securitisable assets, Benefits of Securitization, Issues

in Securitization, Pass through & Pay through Certificates.

Module 7 : Depository System 4 hrs

Objectives, activities, interacting systems, role of depositories and their services, Advantages of depository

system -NSDL and CDSL. Depository participants and their role- Stock Broking Services including SEBI

guidelines.

Module 8 : Money Market 5 hrs

Structure – Organized and Un-Organized Market, Call Money Market, Bills market, Market for Government

Securities., Money market Instruments: Treasury Bills, Repurchase Agreements / Reverse Repo,

Commercial bills, Commercial Papers, Certificate of Deposit.

The role of merchant banker in money market

Module 9 : Other Instruments / Services 3 hrs

Credit card – Bill discounting – Factoring – Forfeiting – Consumer finance – Reverse mortgage service –

Bridge Finance.

RECOMMENDED BOOKS:

1. Financial Markets and Services – Gordon & Natarajan, 7/e, Himalaya publishing, 2011.

2. Financial Services- Khan M.Y, 6/e, McGraw Hill, 2011.

3. Merchant Banking & Financial Services- Vij & Dhavan, 1/e, McGraw Hill, 2011.

4. Indian Financial System – Machiraju, 4/e, Vikas, 2010.

5. Gorden & Nataraju – Financial Services - HPH

6. Indian Financial System – Pathak - Pearson Education.

7. Merchant Banking Principles and Practice : H.R,Machiraju – New Age International

8. Financial Institutions and Markets L.M.Bhole – TMH, 5/e

9. Financial Markets & Institutions—S.G. Guruswamy—Thomson Learning

10. Merchant banking and financial services – N. Mohan – Excel books



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MODULE 1: Investment Concepts 6 hours

Introduction - Concepts of investment- Financial and non-financial forms of investment – Objectives of

financial investment, investment methods – Security and non-security forms of investment – Sources of

investment information- Investment Instruments

MODULE 2: Financial Markets and Exchanges 4 hours

Financial markets – primary and secondary markets – major players and instruments in secondary market -

Functioning of stock exchanges, trading and settlement procedures at NSE & BSE. Stock markets guidelines

on primary & secondary markets

MODULE 3: Equity Valuation 6 hours

Equity Valuation: Models -Valuation methods-dividend discount model, price earnings ratio, price book

value ratio, Price-sales ratio, free cash flow model-EVA & MVA, minority interest and discounts.

MODULE 4: Bond Valuation 8 hours

Bond valuation - Strategic role of bond, Bond terminology, types of bonds, value of bond, Bond yield

measures, bond price analysis, forecasting interest and determinants of interest rates, theories of interest

rates, analysis of deep discount bond, analysis of convertible bond , analysis of tax shelter fixed

investment avenues.

MODULE 5: Fundamental Analysis 4 hours



Subject Code:

MBA3F4

Subject Name:

Investment Analysis

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Fundamental analysis - Objective and believes of fundamental analysis, frame work of fundamental

analysis concepts of intrinsic value- Economic Analysis : Economic forecasting methods, Industry analysis

and Company analysis.

MODULE 6 : Technical Analysis 8 hours

Technical analysis - Concepts of Technical analysis, Dow chart, PFC, Bar chart, Contrary opinion theory -

Confidence index, RSA, RSI, Moving average, MACD, Japanese candle stocks.

MODULE 7: Market Efficiency 6 hours

Efficient market hypothesis - Concept of efficiency of stock markets, forms of efficient market hypothesis,

Empirical tests of efficient market hypothesis in Indian Market. Description of tests of efficient market

hypothesis.

MODULE 8: 6 hours

Investment & Tax planning for individual investors: Mathematics and statistics of personal finance;

personal financial condition and goals setting; human financial life cycle; personal income tax planning and

strategies; personal risk management (life, health, disability, and property insurance); debt and credit

management (loans, lines of credit, etc.); renting, buying and financing a home; building an investment

portfolio (types of investments and their risks and returns); and retirement planning.

Recommended & Reference Books:

1. Investment Analysis and Portfolio management – Prasanna Chandra – TMH - 2nd Edition, 2005,

3/e

2. Investments – Zvi Bodie, & Mohanty – TMH – 6th Edition, 2005

3. Investment Management – VK Bhalla ( S.Chand & Co)

4. Investment Analysis & Portfolio Management – Reilly – 8/e – Thamson / Cengage Learning.

5. Security Analysis & Portfolio Management – Fisher and Jordan , 6/e Pearson

6. Investment science – David G.Luenberger. Oxford.

7. Alexander, Sharpe, Bailley – Fundamentals of Investment – Pearson / PHI, 5/e, 2001

8. Portfolio Management – Barua, Verma and Raghunathan (TMH), 1/e, 2003

9. Portfolio Management –S. Kevin – Prentice Hall India.

10. Reilley & Brown – Investment Analysis & Portfolio Mgmt. – Thomson Learning, 7/e, 2004

11. Ranganathan & Madhumathi – Investment Analysis & Portfolio Mgmt. – Pearson

12. V A Avadhani – Securities Analysis & Portfolio Mgmt. – HPH

13. Punithavathy Pandian – Security Analysis & Portfolio Mgmt. – Vikas, 2/e, 2005



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Course Objectives:

1. To understand the concept of risk and risk management. 2. To provide basic understanding of risk management tools. 3. To develop strategies to manage risk.

Module 1: Introduction to Risk Management: 4 hrs

Meaning of risk - How is risk managed - Limitations of risk management - sources of risk - approaches to risk

management - process of risk management - techniques of risk management and risk management

guidelines.

Module 2: Introduction to Derivatives 4 hrs

Features - types - history - major markets dealing in derivatives - Financial derivatives management in India -

Regulations of financial derivatives in India.

Module 3: Forwards & Futures Markets 8 hrs

Pricing and trading mechanism - mechanics of futures market - types of futures - forward sources futures - functional

of futures market - Specifications of futures contract.

Module 4: Hedging Strategies 6 hrs

Hedging strategies using futures - determination of forward and futures prices - currency future - index and stock

futures - commodity futures (including forward marketing commission’s regulations for commodity derivative,

trading and settlements).

Module 5: Interest Rates 6 hrs



Subject Code:

MBA3F5

Subject Name:

Derivatives

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Types of rates - measuring Interest rates - zero rates - forward rates - Forward Rate Agreement (FRA) -

Interest rate futures - Day count conventions - interest rate derivatives.

Module 6: Option Basics 6 hrs

Option terminology - distinction between options and futures contracts - properties of options -

trading strategies involving options - hedging with options.

Module 7: Option Pricing Models 6 hrs

Determinates of option price - Basic model - Binomial option pricing model - Black and Sholes option

pricing model - Option Greeks.

Module 8: Swaps 4 hrs

Risk management using swaps: mechanics of interest rate swaps - valuation of interest rate swaps -

currency swaps - valuation of currency swaps.

Module 9: Value at Risk (VaR) 4 hrs

Measure - model building approach (variance - covariance approach) - quadric, stress testing and

back testing.

RECOMMENDED BOOKS –

John C.Hull, Options Futures & Other Derivatives, (Pearson Education), 6/e

Vohra & Bagri - Options & Futures- (TMH), 2/e

ADDITIONAL REFERENCE BOOKS –

1. Derivatives- Valuation & Risk Management-Dubofsky & Miller - (Oxford University Press), 2004/05

2. Risk Management & Insurance - Harrington & Niehaus - TMH, 2/e

3. Risk Management & Derivative - Shulz - Thomson / Cengage Learning.

4. Introduction to Derivatives and Risk Management - Chance - Thomson Learning, 6/e, 2004

5. Options & Futures -Edwards & Ma - (MacGraw Hill), 1/e

6. Derivatives & Financial Innovations - Bansal - TMH.



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Course Objectives:

1. Overview of Mutual Funds, Products, Industry, Regulators and Regulations. 2. On successfully completing the course, the student would be equipped to take up AMFI

exams.

Module 1: Introduction to Mutual Funds 4 Hours

Concept and structure of Mutual Funds - Role of R&T Agents, Custodians, Sponsorer, Trustee, AMC NFO

and Procedure for investing in NFO - Investors rights and obligations

Module 2: Mutual Fund Features 4 Hours

Concept of Open ended and Close ended funds - Concept of Entry Load and Exit Load - Expense Ratio -

Portfolio turnover - AUM - Analysis of cash level in portfolio

Module 3: Mutual Fund Products 5 Hours

Types of funds – equity, indexed, diversified, sectorial, etc. - Gold ETFs – Introduction, Market Making by

authorized participants, creation of units, portfolio deposit and cash – component - Equity Funds - Debt

Funds – features, concept of interest rate and credit risk, pricing of debt instruments - Hybrid Funds -

Liquid Funds - features, floating rate scheme and portfolio churning

Module 4: Mutual Fund Regulations 4 Hours

Role and objective of AMFI - Different types of plans – SIP, SWP, STP - Dividend payout and reinvestment

Module 5: Mutual Funds in perspective 2 Hours



Subject Code:

MBA3F6

Subject Name:

Mutual Funds

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Mutual Funds - PMS - Hedge Funds - VC Funds and PE Funds -

Module 6: Investments by Mutual Fund Schemes 2 Hours

Equity – Debt – Derivatives - Gold - Real Estate - International Investments

Module 7: Valuation of Investments by Mutual Fund Schemes 4 hours

Equity – Traded Securities - Non-Traded / Thinly Traded / Unlisted Securities - Warrants – Rights - Debt

Money market and debt securities with residual maturity of less than 91 days - Money market and debt

securities with residual maturity of more than 91 days - Provisioning for NPAs - Re-classification of NPAs -

Provisioning and re-classification in case of rescheduling – Gold - Real Estate

Module 8: Mutual Fund Accounting 4 hours

Accounting for Income, Gains and Losses from Investments - Accounting for expenses - Determining the

NAV - Accounting for Load - Distributable Reserves

Module 9: Novel Portfolio Structures in Mutual Funds Schemes 3 Hours

Index Funds - ETFs - Arbitrage Funds - MIPs – FMPs - Capital Protection oriented Schemes

Module 10: Quantitative Evaluation of Mutual Fund Schemes 4 Hours

Returns – XIRR, Dividend Reinvestment (CAGR), Compounding of Periodic Returns, Risk – Standard

Deviation, Beta, Weighted Average Maturity, Modified Duration, Risk Adjusted Returns – Sharpe Ratio,

Treynor Ratio, Jensen’s Alpha, M2, Sortino Ratio

Module 11: Cut-off Time Regulations and Time Stamping 1 Hour

Cut-off timing – Liquid Schemes and Plans: Subscriptions and Re-purchase - Other than Liquid Schemes

and Plans: Subscriptions and Re-purchase - Official Point of Acceptance (PoA) - Time Stamping

Requirements

Module 12: Investment in Mutual Funds through Exchanges 2 Hours

Listed Schemes - Exchange Traded Funds (ETFs) - Mutual Fund Service System (MFSS) – Subscription –

Physical Mode and Demat Mode - Redemption – Physical Mode and Demat Mode

Module 13: NRI Investment in Indian MF Schemes 2 Hours



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Investment by NRIs / PIOs – repatriation basis and non-repatriation basis - Investment by FIIs in Indian

MFs - Investment by Qualified Foreign Investors – Direct Route (Demat) - Indirect Route (Unit

Confirmation Receipts – UCR)

Module 14: Investment by Indians in International Mutual Fund Schemes 3 Hours

FDI and Portfolio Investment - Investing in International Mutual Fund Schemes – Need to understand the

international financial market - Need to understand the regulations regarding permissible investment -

Need to understand regulations regarding international taxation - Need to understand regulations

regarding repatriation - Foreign Exchange Risk - Transaction costs - Why International Diversification /

Invest Abroad? - International FoFs

Module 15: Mutual Fund Taxation 2 Hours

Mutual Funds Tax Provisions - Securities Transaction Tax (STT) - Capital Gains Tax - Dividend Distribution

Tax (DDT) - Tax Deducted at Source (TDS) / Withholding Tax - Compounding Wealth, Gross of Tax - Bank

Fixed Deposit - Mutual Funds - Dividend Payout and Growth Options - Double Indexation - Setting Off and

Carry Forward of Losses - Dividend Stripping

Module 16: Mandatory Documents 2 Hours

Scheme Information Document (SID) - Statement of Additional Information (SAI) - Key Information

Memorandum (KIM) - Scheme Account Statement and Consolidated Statement of Accounts - Fact Sheets

REFERENCE BOOKS: Study material would be provided



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Course Objectives:

1. Students understand individual psychological processes that consumers use to make

acquisition, consumption and disposition decision.

2. Students appreciate how external processes such as culture influence individual

psychological processes

3. Students to develop understanding of the analytical framework of consumer behavior and

its influence on key marketing decisions

Module 1: Understanding Consumer Behavior 4 hrs

The Domain of Consumer Behavior-Scope, processes, decisions, Feeling & Coping- benefits of

studying consumer behavior, Implications of consumer behavior on strategy, Target market

selection, positioning, product & services development, marketing communications, pricing

decisions, and distribution decisions. Developing Information about consumer behavior:

Reference to- Surveys, Focus groups, Interviews, storytelling, visual research, dairies, observation,

databases, panels and issues of consumer research-


Elective Marketing Management III

Subject Code:

MBA3M1

Subject Name:

Consumer Behavior

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 2: Motivation and Perception 8 hrs

Consumer Motivation and its effects- high effort behavior, high effort information processing and

decision, felt involvement, factors influencing motivation – personal relevance; self-concept;

values; needs; goals ;perceived risk and its marketing implications, attitudes and attitudinal

inconsistency, Exposure, Attention, and Perception Exposure, - Factors influencing

exposure, Selective exposure, measuring exposure , perception and its Marketing Implications

Module 3: Knowledge, Understanding and Attitude formation 8hrs

Knowledge content-schemas; types of schemas; images; associations; scripts; knowledge

structure; categories. Attitudes-Meaning, Importance, Characteristics, Attitude formation and

change, Foundations of attitude-Role of effort; Factors influencing cognitive based attitudes-

communication, Source and message-, Marketing implications of cognitive based attitudes.

Affective foundations of attitude, their influences, -attitude towards advertisement, predictive

ability of attitude, Attitudes and Emotion Based on Low Consumer Effort: High versus low effort

routes to persuasion, unconscious influences on attitudes,

Module 4: Memory and Retrieval 3hrs

Meaning, types – sensory memory, short term memory, long term memory, Memory

enhancement-chunking, rehearsal, re-circulation, elaboration- Retrieval-meaning, organization of

long term memory, semantic network, retrieval failures, retrieval errors, types of retrieval-explicit

memory, implicit memory, retrieval enhancement, factors affecting retrieval, stimulus-meaning,

linkages and influence on short term memory.

Module 5: Consumer Decision Making Process 8hrs

Problem Recognition and Information Search Ideal state vs. actual state, Internal Search-from

memory, engagement in internal search, External Search- Environment, Judgment and Decision

Making: High Effort Judgment process, Low Effort judgment process- Learning Choice Tactics-

Reinforcement, Punishment, repeat purchase, choice tactics, low effort thought based decision

making, buying on impulse and its marketing implications.



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Module 6: Post-Decision Processes 6hrs

Post-decision dissonance and regret, learning from consumer experience, factors influencing

learning from experience, formation of satisfaction dissatisfaction judgments- based on thoughts,

feelings-, and responses to dissatisfaction-complaints, responding to service recovery, responding

to negative word of mouth, Customer disposition, recycling

Module 7: The Consumer’s Culture: Consumer Diversity 6hrs

Consumer behavior – regional, ethic influence, differences in acquisition and consumption

behaviors, Psychographics, values, personality and lifestyles: introduction, value, influence on

values. Social class and household influences. Influence of marketing and non-marketing sources,

opinion leader, reference groups as sources of influence, types, informational and WOM

influence can affect consumer behavior and outcomes of behavior.

Module 8: Mental Accounting 5hrs

Mental Accounting – Meaning, Components of mental accounting analysis; assignment of

sources and uses of funds (activities) to specific accounts, Decision frames- Hedonic framing,

Mental accounting Decision Making- Transaction utility, opening and closing of accounts,

Advance purchase, sunk costs and payment depreciation, Payment decoupling-, Budgeting-

consumption categories, implications of violations of fungibility, self-control and gift giving,

wealth accounts, income accounting-, Choice bracketing



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Recommended Reading

1. Wayne D Hoyer, Deborah J Macinnis (2008), “ Consumer behavior” Cenage learning

2. Micheal R Solomon, (2010), Consumer Behaviour: Buying, having, and Being, Prentice Hall.

3. Leon g Schiffman, Leslie Lazar kanuk, Joseph Wisendlit, “Consumer Behaviour” Prentice

Hall

4. Lecture Notes



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Course Objectives:

To introduce the candidates to the nuances of industrial marketing and be able to differentiate with

consumer marketing.

Module 1: Nature of Industrial Marketing 6hrs

Nature, importance, demand, customer characteristics; industrial vis-à-vis consumer markets; product

classification and implications for customers and product types. Environmental factors; purchase

orientation

Module 2: Organizational Buying and Buyer Behavior 6hrs

Procurement - objectives, situations process and influences; (To be discussed alongside buy grid under

different buying situations and appropriate marketing strategies over buying situations, phases and buyer

center influences). Models for determining the composition of organization buying center; Melvin

R.Materson model, Webster and Wind model, Sheth model, Choffray and Lilien models of business buying

behavior, Product analysis for identifying information needs of key influencers.

Module 3: Buyer Seller Relationships 6hrs

Buyers’ perception of suppliers, Buyer – Seller relationships – need, types, objectives, strategies. Customer

Relationship Management – development, applications, customer life time value, benefits. Approaches to

influence business customers – integrated communication, sales presentations, factory visits,

negotiations, reciprocity, customer services, JIT, in situ vending. Overcoming buyer uncertainty, product –

service relationships. Vendor Selection and Vendor rating and qualifying process and methods.



Subject Code:

MBA3M2

Subject Name:

Business Marketing

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Psychological factors influencing individual decision analysis, Conflict and resolution in joint decision

making and marketing implications

Module 4: Strategic Planning and Marketing Research 5hrs

Strategic Planning in industrial markets, Process-visioning through evaluation of performance and

reallocation of resources, portfolio analysis and models, the industrial marketing planning process.,

Formulating, developing and implementing marketing strategies.Market potential assessment, market

share analysis, sales analysis, competitor analysis, benchmarking. Marker research design, analysis and

decision making – short term and long term. Standard classification – need and use. Assessing market

opportunities, consumer research viv-a-vis business research. Marketing research process, objectives,

information sources, surveys, product evaluation criteria, product champions, competitive intelligence –

benefits, strategies.

Module 5: Segmentation 5hrs

Need, basis, variables, requirements, process? Organizational characteristics, evaluation of potential

segments. Target marketing – differentiated and undifferentiated markets; their selection decisions.

Positioning, Branding – hierarchies, process, brand building, benefits.

Module 6: Product Planning 5hrs

Industrial Product Management, Industrial Product Life Cycle Analysis, Developing product Strategies for

Established Products, Product Revitalization Decisions, Systems Marketing, Professional Service

Marketing: Problems and Strategies; Strategic innovation and new product development, innovation and

competitiveness, the impact of technology, the diffusion of innovation, product development strategy,

organizing for effective product development, organizational alternatives for new product development,

the new product development process.

Module 7: Business Marketing Channels and Logistics 5hrs

Structure of business marketing channels, their motivation characteristics, qualification criteria, their

objectives; rules and responsibilities, selection decisions, Performance analysis. Issues to be addressed in

agreements with channels partners. Typical Logistical activities, major cost centers of market logistics,

transportation model and selection criteria.

Module 8: Price Determinants 5hrs



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Factors influencing pricing decisions, perceived relative value of competing offerings. Cost classification,

economics of scale and scope and their impact on pricing. Pricing methods, competitions reaction of

pricing. Announcements pricing along PlC; Pricing policies, commercial terms and conditions; competitive

bidding.

Module 9: Marketing Communication Planning 5hrs

Development of Industrial Sales force, selecting and recruiting industrial salespeople, developing

professional sales-people, areas of sales training, directing the sales force, effective use of sales

compensation, planning, organizing and controlling the selling function, Training Methods, Development

of Manuals, Methods of training need analysis and performance, managing advertising, sales promotion

and publicity strategy, industrial advertising media, the use of sales promotion and publicity in industrial

market, appropriating advertising funds, developing messing strategy, developing and evaluating the

media plan, the integrated promotion plan.

Recommended Books:

1. Krishna K Havaldar, Business Marketing, Tata McGraw Hill, Third Edition;

2. Robert R Reeder, Edward g Briety, Betty h Reeder, PHI, 2009 edition



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Course Objectives:

1. To enable students appreciate the processes of sales management in detail given the larger

organizational objectives and goals

2. To enable students understand tools and frameworks for managing the function of sales

management in the organization.

3. To enable students appreciate the linkages of sales management with other functional domains

and its implications thereon.

Module 1: Introduction to Sales Management 4hrs

Nature and Role of Selling, Objectives, linkages with marketing and other functional domains of

management, Environmental Changes Affecting Sales Management. Role and Responsibilities of a Sales

Manager: Nature, Responsibilities, Social, Ethical, and legal Responsibilities of Sales Personnel – reference

to Hiring, Training, Coaching, Motivating, Setting Targets and Tracking Performance, Organizing the Sales

Effort, Allocation of Scarce Resources-Role of a Sales Executive, Responsibilities, General Policies Sales,

Product, Distribution, Pricing and promotion

Module 2: Planning the Sales Efforts 6hrs

Strategic Planning, Tactical & Operational Planning, Sales Planning Process- Setting Objectives, Operations

to Meet, Organizing for Action, Implementing, Measuring Results against Standards, Re-evaluating and

Control. Identifying specific market opportunities and problems, Market Potential and Sales Forecasting:

Need, meaning, Importance, and process of assessing market potential, sales forecast- Breakdown and

Buildup Forecasting, Qualitative methods, Quantitative methods- Criteria for choosing forecasting

method.

Module 3: Design and Size of Sales Territory 5hrs



Subject Code:

MBA3M3

Subject Name:

Personal Selling and Sales

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Meaning, Importance Benefits of managing territory- market coverage, cost implications, customer

service, sales force evaluation- Criteria for territory design- potential, size, coverage, impediments-

Methods for designing territories- Buildup method, Breakdown method, Incremental method-, Procedures

for developing territories: objectives and criteria for territory formation, Bases for developing territories,

basic control units, salespeople’s workloads analysis, customer contact plan, Assigning sales personnel to

territories, evaluation and revision of sales territories Operating the territory management system -

Routing, Scheduling, Sales force structure- Product-based, Geographic-based, Customer-based,

Combination

Module 4: Sales Budgets and Sales Quotas 5hrs

Purpose, Principles, Benefits, Mechanism, Types of budgets- Sales budget- Selling-expense budget,

Administrative budget & Profit budget, Methods of budgeting for sales force-Affordability method,

Percentage of sales method, Competitive parity method, Objective-and-task method, Return oriented

method-, Flexibility in budgeting. Purpose, Importance, Types of sales quotas- volume quotas, Profit

quotas, Expense quotas, Activity quotas, Methods of setting sales quotas: Quota setting processes, using

forecasts and market potential, past experience, executive judgment, compensation, self-managed,

administering sales quotas- Minimizing acceptance problems, Managing and controlling people through

quotas-, Limitations of sales quotas

Module 5: Planning and Hiring Sales Personnel 5hrs

Determining specific requirements of the sales personnel, Sales personnel selection process: Sourcing the

candidates, Screening the candidates, Selection test, Background check, Personal interview, Letters of

recommendation, Physical examination, Making the employment offer

Module 6: Training and Motivating the Sales Force 6hrs

Purpose Importance, Benefits and Types of sales training- Induction training, Follow-up or refresher

training, Training by the manufacturer to the distributor's sales force, customers, technology-based

training methods, role playing, on-the-job training, Designing the training program- product knowledge,

market knowledge, attitude training, Implementing the training program, Evaluating training programs,

Reference to Motivational theories, Motivation and Productivity of the Sales Force, Effect of Personal

Characteristics on Sales Force Motivation: Competitor, Achiever, Ego-driven, Service-oriented, Sales

motivational mix, Motivating the Sales Personnel at Different Stages of their Career: Exploration stage,

Establishment stage, Maintenance stage, Disengagement stage

Module 7: Compensating Sales Personnel 4hrs

Balancing the needs of personnel, Managing effects of time, Characteristics of compensation plans:

Fairness, Flexibility, incentive and motivation, direction of efforts towards company objectives, Ease of

administration and comprehension, Types of compensation plans- Straight salary, Straight commission



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plans, Combination salary plans, Designing compensation plans, Implementing compensation plans, Sales

contests, Sales force expenses: Expense plans, Types of expense plans, Fringe benefits.

Module 8: Leading and Evaluating Sales Force Performance 6hrs

Reference to Elements of sales analysis, Steps, Variations and Problems in sales analysis, Sales audit:

Marketing cost analysis: Types of costs, Procedure for cost analysis, Marketing audit: Procedure for a

marketing audit, Components of a marketing audit, Profitability analysis: Break-even analysis, Capital

budgeting tools, Principles of analysis: Iceberg principle, Cross-classifications, Determinants - Internal

Factors, External Factors- Information Sources for Evaluation, Criteria for the Evaluation, Establishing

Performance Standards, Methods of Sales Force Evaluation-Essays, Rating Scales, Forced Choice Method,

Ranking

Module 9: Personal Selling 6hrs

Personal selling and its fit in the promotional mix, Characteristics of personal selling, Roles of Personal

Selling, the evolution of personal selling, Advantages, Importance of Personal Selling, Difference Between

Selling and Marketing, sales channels, trends in personal selling, Forms of personal selling, Personal Selling

Approaches, The Sales Process

Recommended Reading

1. Sales Management–Charles M Futrell - Thomson Learning -6th edition

2. Sales & Distribution Management–Tapan Panda ,oxford

3. Management of Sales Force–Rosann Spiro - TMH

4. ABC’s of Relationship Selling Through Service –Charles M Futrell

5. Personal Selling-Building Customer Relationship –Rolph E. Anderson, Alan J. Dubinskt

6. Fundamentals of Selling –Charles M Futrell

7. Selling and Sales Management –David Jobber and Geoff Lancaster–7th edition

8. Customer Relationship Management – Jagdish N Sheth and AtulParvatiyar

9. Cracking the Sales Management Code – Jason Jordan Michelle Vazzana



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MODULE 1 7.5 hrs

Relationship Marketing Background: Changing market dynamics, traditional marketing theory drawbacks,

relationship marketing theories, criticisms of relationship marketing, key principles.

MODULE 2 3 Hours

Nature of Relationships: Understanding customer relationships, meeting customer requirements, trust,

commitment and belonging, business networks, the personal touch, suitability of relationship marketing.

MODULE 3 7.5 hrs

Customer Retention, Loyalty and Involvement: Value of customer retention, winning new customer,

customer satisfaction and retention linkage, customer care and quality, managing customer retention and

defection, Understanding Loyalty, ladder of loyalty, categorizing customer loyalty, loyalty schemes,

customer as a member, involving the customer at an emotional level. Loyalty as a basis of segmentation.

MODULE 4 6 hrs

Customer and Customer Value: Customer type’s vs relationship styles, types of relationships, customer

value, value co-creation, customer lifetime value, customer value management. Managing Customer

relationship: Relationship in pre industrial, industrial, service economy and knowledge economy, key

principles, customer experience management



Subject Code:

MBA3M4

Subject Name:

Customer Relationship

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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MODULE 5 6 hrs

Customer Relationship Management (CRM): Definition, Evolution and scope, levels of CRM, types of

CRM, Information technology and CRM, using information and knowledge of customers, data protection,

implementation issues.

MODULE 6 6 hrs

External Relationships: Stake holders, relationship with governments, authorities, lenders and financial

bodies, pressure groups and publics, mass media, alliance/partner relationships. Supplier Relations: supply

networks, supply chain and distribution channels

MODULE 7 6 hrs

Internal Relationships: The concept of internal customer, influence on external customer, managing

internal marketing relationships, leadership for CRM

Module 8 6 hrs

CRM Measurement: Attitudinal and behavioral loyalty, CRM Metrics, Approaches in KPI, Measures to align

(balance score card), measures to motivate, customer score card, customer centered composite index,

customer value index, application of metrics.



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1. Relationship Marketing , by Mark Godson, Indian Edition Oxford University Press.

2. Customer Relationship Management, Concepts and Applicationn Alok Kumar, Sinha and

Sharma, Biztantra.

3. Customer Relationship Management: A Strategic Perspective By G Shainesh, Jagdish N Sheth;

Macmillan Publishers India Ltd.

4. Customer Relationship Management: Concepts and Technologies; Author: - Francis Buttle, 2nd

Editions, Routledge, Taylor and Francis Group.



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Course Objectives:

1. To understand the concept and techniques of International Marketing

2. To develop strategies for entering into international markets and managing overseas operations.

Module 1: Concept of International Marketing 6 Hrs Challenges and opportunities in International Marketing International market orientation, Trade

institutions WTO/IMF/ADB and Theories of international trade – Country based and firm based theories.

Major regional Blocks and trade barriers. Evolution of global marketing, EPRG concept, Self Reference

Criterion, Culture, Customs and Values how they differ, studying Hofstede model,

Module 2: International Marketing Strategy and implementation 8 Hrs

What makes a company go international? Global Segmentation and positioning, Competitive analysis,

implementation of strategies through organization structure and controls (Bureaucratic and Cultural

controls), need of market research and methods to understand target country

Module 3: Export marketing Mix and Global marketing mix 8 Hrs

Export Marketing Mix – Factors affecting product adaption, characteristics and attributes in international

markets, Export pricing Terms of payment, Forfaiting and factoring, Dumping and different types of

dumping, Communication coordination and negotiation, distribution culture , intermediaries - selection

and agreements, Gray market and its effects.

Global Mix – Understanding the process for Global product launch, , Global brand strategy decisions, E

commerce and Global services strategy, Logistics decision and Reverse logistics, Global pricing using

demand factors and market competition, to understand counter trade, transfer pricing, Global promotion

Module 4: Market entry and expansion strategies 8 Hrs



Subject Code:

MBA3M5

Subject Name:

International Marketing

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Strategic planning process, Screening and selection of markets; International -Exporting licensing contract

manufacturing, joint venture, setting -up of wholly owned subsidiaries aboard with benefits and

drawbacks, implementation and control of these entry strategies

Module 5: Export Documentation & Finance 9 Hrs Trade practices, procedures and documentation of international trade. Characteristic features of EXIM

documents; Introduction to arranging Finance for Exports Pre-shipment Finance, Post-shipment finance,

EXIM finance.

Module 6: Export Payment Terms & operations 9 Hrs Main features of payment terms-Advance payment; open account, Documentary collection –DP and DA

process and operation; Letter of credit and (banks) parties involved; Process of opening and advising LC,

Types of LC; Selection and management of overseas agents; brokers.

Recommended book to Students:

1. International Marketing, Michael R Czinkota, IikkaRonkainen, Cengage Learning 2. International Marketing 15th Edition by Philip Cateora , Mary Gilly, John Graham 3. International Marketing Strategy (5th Edition) 5th Edition by Frank Bradley

http://www.amazon.com/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=Philip+Cateora&search-alias=books&text=Philip+Cateora&sort=relevancerank

http://www.amazon.com/s/ref=dp_byline_sr_book_2?ie=UTF8&field-author=Mary+Gilly&search-alias=books&text=Mary+Gilly&sort=relevancerank

http://www.amazon.com/s/ref=dp_byline_sr_book_3?ie=UTF8&field-author=John+Graham&search-alias=books&text=John+Graham&sort=relevancerank



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Course Objectives

This course deals with concepts, methods, and applications of decision modeling to address marketing

issues such as segmentation, new product design and development, advertising, sales force and

promotion planning, and pricing. Unlike most marketing courses that focus on conceptual material, this

course will provide skills to translate conceptual understanding into specific operational plans--a skill in

increasing demand in organizations today. Specifically, the course objectives are to:

1. Help student understand how analytical techniques and computer models can enhance decision-

making by converting data and information to insights and decisions.

2. Help student learn to view marketing phenomena and processes in ways that are amenable to

decision modeling.

3. Expose student to a number of examples of the successful use of marketing engineering.

4. Provide a tool kit that will enable student to apply marketing engineering to real marketing

decision problems.

The pedagogic philosophy in this course embraces two main principles: learning by doing and end user is

modeling. Each concept that is cover has a software implementation and a problem or case whose

resolution can be enhanced through use of the software. The course will be of particular value to students

planning careers in marketing and management consulting. The course is designed for students with some

background in quantitative methods as well as some exposure to basic marketing concepts.

Module 1: Introduction 6 Hrs

Marketing Engineering: From Mental Models to Decision Models; Marketing Decision Models

Characteristics of decision models; Verbal, graphical, and mathematical models; Descriptive and

normative decision models; Benefits of Using Decision Models.

Module 2: Tools for Marketing Engineering: Market Response Models 6 Hrs



Subject Code:

MBA3M6

Subject Name:

Marketing Engineering

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Response Models, Types of Response Models; Some Simple Market Response Models;

Multiple Marketing-Mix Elements: Interactions; Dynamic Effects; Market-Share Models and Competitive

Effects; Response at the Individual Customer Level; Shared Experience and Qualitative Models; Choosing,

Evaluating and Benefiting From a Marketing Response Model.

Module3: Segmentation and Targeting 6 Hrs

The Segmentation Process; Defining segmentation; Segmentation theory and practice; The STP approach

Segmenting markets; Describing market segments; Evaluating segment attractiveness; Selecting target

segments and allocating resources to segments; Finding targeted customers; Defining a Market;

Segmentation Research: Designing and Collecting Data; Developing the measurement instrument;

Selecting the sample; Selecting and aggregating respondents; Segmentation Methods: Using factor

analysis to reduce the data; Forming segments by cluster analysis: Measures of association; Clustering

methods; Interpreting segmentation study results; Behavior-Based Segmentation: Cross-Classification,

Regression and Choice Models; Cross-classification analysis, Regression analysis; Choice-based

segmentation; Customer Heterogeneity in Choice Models; Implementing the STP Process

Module4: Positioning 6 Hrs

Differentiation and Positioning: Definition; Positioning Strategy; Positioning Using Perceptual Maps

Applications of Perceptual Maps; Perceptual Mapping Techniques; Attribute-based methods; Similarity-

based methods for perceptual mapping; Joint-Space Maps: Overview; Simple joint-space maps; External

analysis

Module 5: Strategic Market analysis: Conceptual Framework and tools 4 Hrs

Strategic Marketing Decision Making: Market Demand and Trend Analysis; Judgmental methods

Market and product analysis; Time-series methods; Causal methods; What method to choose; The Product

Life Cycle; Cost Dynamics: Scale and Experience Effects

Module 6: Models for Strategic Marketing Decision Making 4 Hrs

Market Entry and Exit Decisions; Shared Experience Models: The PIMS Approach; Product Portfolio

Models; The Boston Consulting Group (BCG) approach; The GE/McKinsey approach; Financial models

Analytical Hierarchy Process; Competition

Module7: New Product Decisions 4 Hrs

Introduction; New Product decision Models: Models for identifying opportunities; Models for product

design; Models for new product forecasting and testing; Conjoint Analysis for Product Design; Conjoint

analysis procedure; Other enhancements to the basic conjoint model; Contexts best suited for conjoint

analysis; Forecasting the sales of New Products: Overview of the Bass model; Technical description of the



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Bass model; Extensions of the basic Bass model; Pretest Market Forecasting: Overview of the ASSESSOR

model; The preference model; Trial-repeat model; The validity and value of the ASSESSOR model

Module 8: Advertising and Communication Decisions 4 Hrs

The Bewildering Nature of Advertising; Advertising Effects: Response, Media and Copy; Advertising

response phenomena; Frequency phenomena; Copy effect; Advertising Budget Decisions; Media

Decisions; Advertising Copy Development and decisions; Copy effectiveness; Estimating the creative

quality of ads; Advertising design

Module 9: Salesforce and Channel decision 4 Hrs

Introduction to Salesforce Models: Sales-response models for representing effects of sales activities

Salesforce management decisions; Salesforce Sizing and Allocation; Intuitive methods; Market-response

methods (the Syntex model);Extending the Syntex Model: Reallocator; Sales Territory Design; The

GEOLINE model for territory design; Salesforce Compensation ; Using conjoint analysis to design a bonus

plan (the MSZ) model; Improving the Efficiency and Effectiveness of Sales Calls; The CALLPLAN model;

Marketing Channel Decisions; The gravity model

Module 10: Price and Sales Promotion Decisions 4 Hrs

Pricing Decisions: The Classical Economics Approach, Pricing in Practice: Orientation to Cost, Demand, or

competition , Cost-oriented pricing; Demand-oriented pricing; Competition oriented pricing , Interactive

Pricing: Reference Price and Price Negotiations; Price Discrimination , Understanding price discrimination

Geographic price discrimination; Temporal price discrimination; Nonlinear pricing or quantity discounts

Other forms of price discrimination , Pricing Product Lines , Sales Promotions: Types and Effects,

Objectives of promotions; Characteristics of promotions, Aggregate Models to Analyze Promotional

Effects; Analyzing Individuals' Responses to Promotions,

Course Book

Faculty Handouts

1. Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Revised Second

Edition; Authors:Gary L. Lilien and ArvindRangaswamy; Publisher: Pearson Education

http://www.mktgeng.com/intro_mebook.cfm

http://www.mktgeng.com/intro_mebook.cfm

http://www.mktgeng.com/about/biogary.cfm

http://www.mktgeng.com/about/bioarvind.cfm



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Objectives

Rural markets are gaining importance in emerging economies. A large number of businesses are involved

in the marketing of various products in the rural areas of India and elsewhere. The main objective of this

program is to develop a strong foundation of applied knowledge, concepts, approaches and analytical-

skills in the participants for successful marketing of products and services to rural consumers and users

and to explore the students to the Rural Marketing environment so that they can understand consumer's

and marketing characteristics of the same for understanding and contributing to the emerging challenges

in the upcoming global economic scenario.

Module 1: 6 Hrs.

The Call of Rural India: Rural India: A promising Market Place; Defining Rural Markets; Understanding

Rural Consumers; Products; Rural Distribution; Rural Communication; Developing Rural Markets Through

Information Technology; Large-Format Retail Stores; Rural Markets: The Way Ahead.

Module 2: 6 Hrs.

Rural Marketing Environment: Defining Rural India; Evolution of Rural Marketing; Defining Rural

Marketing; Rural Market Structure; Constitution of Rural Markets; Size & Nature of Rural Market;

Marketing Management In Non-Profit Sectors.

Module 3: 5 Hrs.

The Rural Economy-A Reality Check: The Economic Scenario In Rural India; The Development Exercise-The

Five Year Plans; The Transition of Rural Economy And Structure; Rural Occupation Pattern And

Employment Structure; Incomes And Consumption; The Rural Infrastructure; Government Policies And The

Rural Face of Reforms.



Subject Code:

MBA3M

Subject Name:

Rural Marketing

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: 6 Hrs.

Rural Consumer Behavior: Consumer Buying Behavior Models; Factors Affecting Consumer Behavior;

Characteristics of Rural Consumer; Consumer Buying Process; Opinion Leadership Process; Diffusion of

Innovation; Brand Loyalty.

Module 5: 6 Hrs.

Rural Market Research: Planning the Rural Research; Primary Data Collection; Field Procedures and Rural

Realities; The Rural Research Business. Targeting, Segmenting and Positioning: Segmentation; Degrees of

Segmentation; Basic of Segmentation and Approaches to Rural Segmentation; Targeting; Positioning.

Module 6: 6 Hrs.

Product Strategy: Marketing Mix Challenges; Product Concepts and Classification; Rural Product

Categories; New Product Development; Product Mix; Rural Packaging; Branding In Rural India; Fake

Brands; Structure of Competition In Rural India. Pricing Strategy: Internal and External Influence; Pricing

Objectives and Strategies; Market-Entry Strategies.

Module 7: 6 Hrs.

Distribution Strategy: Accessing Rural Markets-Coverage Status In Rural Markets; Channels of

Distribution; Evolution of Rural Distribution Systems; Behavior of The Channel; Distribution of Fake

Products; Emerging and Ideal Distribution Models for Rural Market.

Module 8: 6 Hrs.

Communication Strategy: Challenges and Developing Effective Rural Communication; Creating

Advertisement for Rural Audiences; Rural Media; Influence of Consumer Behavior on Communication

Strategies.

Module 9: 1.5 Hrs.

Innovation In Rural Markets: Role of Innovation In Rural Markets; Importance of ICT In Rural Distribution;

ICT Initiatives In Rural Markets; Emergence of Organized Retailing. Financial Services: Need for Credit;

Consumer Finance for Durables; Sources of Credit; Innovative Credit Delivery Systems; Financial Products

In Rural.



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Module 10: 1.5 Hrs.

The Future of Rural Marketing: Focused Marketing Strategies; Rural Vertical.

Recommended Reading

1. Rural Marketing, 2nd Edition by Pradeep Kashyap, with a Foreword by Jagdish N. Sheth; Pearson

Education Publication

2. Rural Marketing by R. V. Badi & N. V. Badi; Himalaya Publishing House

3. Rural Marketing - Environment, Problems and Strategies, 3rd Edition by T.P. Gopalaswamy; Vikas

Publishing House

4. Rural Marketing - Text and Cases, 2nd Edition by C. S. G. Krishnamacharyulu & Lalitha

Ramakrishnan; Pearson Education Publication

5. Understanding Rural Marketing by Rajagopal

6. Agriculture problems in India by Mamoria, C.B. & Badri Vishal

7. Integrated Rural Development by Arora, R.C.

8. Managing Rural Business by Rajgopal



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Course Objectives:

The course designed will appraise the students regarding

1. The new trends in compensation,

2. The benefits available to employees

3. The law governing the payment of wages and bonus.

Module 1: Introduction to Compensation and Benefits: (5 Hours)

Meaning and Significance, purpose, components, types. Piece rated, time rated and skills based

approaches. Daily, weekly and monthly payments. Characteristics of best compensation plans. Fixed pay

and variable pay, Understanding the terminologies- compensation, benefit, salary, pay, basic pay, wage,

allowance, incentive, commission, reward, recognition, perquisite, fringe benefit, , subsistence allowance,

reimbursement, consolidated pay, stipend, service charges, pay scales, severance pay, terminal benefit,

bonus, joining bonus, retention bonus, relocation pay, increment, and stagnation increment. Workers

compensation, managerial compensation and executive compensation.

Module 2: Economic theories of wages: (5 Hours)

Importance of economic theories in the understanding of compensation and benefits, the evolution of just

wage doctrine of Thomas Aquinas, subsistence wage theory of Adam Smith and David Ricardo, wage fund

theory of John Stuart Mill and Nassau Senior, marginal productivity theory of Alfred Marshal and John

Bates Clark, bargaining theory by Arthur Cecil Pigou, residual claimant theory by Francis .A. Walker,

surplus value theory by Carl Marx, and other theories.

Module 3: Principles of compensation determination: (6 Hours)

Meaning and Significance compensation principles. Equity (internal and external), bargaining ability of

employee unions and individual employees, statutory requirements, ability to pay, worth of the job,

demand-supply conditions in job market. Job evaluation and salary survey


Elective Human Resource Management III

Subject Code:

MBA3H1

Subject Name:

Compensation Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: Cost to Company (CTC) Method: (8 Hours)

Meaning and significance, advantages and limitations, CTC, Gross salary and Net salary. Components of

CTC Monthly, quarterly, annual and one time components. Advance components and deferred

components. Attendance linked components, seniority linked components, and performance linked

components. Paid leave and holidays, conveyance, leave travel concession, food coupons, housing,

Benefits, perquisites and statutory components.

Module 5: Benefits and incentives: (6 Hours)

Meaning, significance and characteristics, basis for benefits payment, statutory benefits- employees state

insurance, provident fund, gratuity, unemployment benefits, and skills up gradation benefits, pension,

employees’ compensation and Maternity benefit, non-statutory benefits- insurance against injury, illness,

disability, fatal accident and death. Meaning and significance of incentives, basis for incentives payment,

purpose and types- regular, periodical and occasional incentives, cash incentives and incentives as fringe

benefits. Stock options.

Module 6: Executive compensation: (6 Hours)

Meaning and significance of executive compensation, unique features of executive compensation, fixed

components and variable components, perquisites and benefits basis for determining executive

compensation, statutory upper limit on executive compensation as per Companies Act 1956, stock

options, joining bonus, retention bonus and severance pay.

Module 7: Law Relating to compensation: (6 Hours)

Payment of wages Act 1936, Minimum wages Act 1948, Payment of Bonus Act 1965, and Equal

Remuneration Act1976.

Module 8: Taxation on salary and benefits: (6 Hours)

Meaning and significance of taxation on salary, Professional tax of state government on salaries people,

income tax of99central government on salaries people. Components of salary and benefits which are

exempted from payment of tax. Approaches to create salary structures to minimize the tax liability.

Procedure for deduction and remittance of taxes. Responsibilities of employer and employee in complying

with taxation law.

RECOMMENDED BOOKS:

1. Compensation- Milkovich G. T, Newman J .M, &VenkataRatnam C. S,McGrawhill Irwin,2009.

2. Compensation Management - Deb Tapomoy, Excel Books, 2009.

3. Employee Reward - Michael Armstrong, Universities Press, 2007.



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Course Objectives:

1. To emphasize the importance of training in improving the core competencies and expertise of the

individuals and organization to have an edge over their competitors.

2. To understand the broadening role of training and development.

3. To provide both conceptual and practical value for developing training programs that meets

strategically and tactical needs.

Preamble

The Evolution of HRD- Relationship between HRM & HRD - Roles of HRD Professionals - Challenges to

Organizations and to HRD

Module 1 6 hrs

Training Process model - Training Need Assessment – Framework for Conducting Training Need Analysis-

Cause and outcomes of Need Assessment – Participants in Need Assessment – Methods used in Need

Assessment - Approaches to TNA

Module 2 6 hrs

Designing Effective HRD Programs: Defining the Objectives – Make Versus Buy Decision – Selecting the

Trainer – Train the Trainer Program –Transfer of Training - Preparing the Lesson Plan – Selecting Training

Methods and Media – Preparing Training Materials – Scheduling the HRD Program.

Module 3 8 hrs

Implementation HRD Programs: Learning Pyramid - Training Delivery Methods – On the Job Training,

Classroom Training Approaches, Self Paced/Computer Based Training– Issues concerning Training Program

Implementation - Dry Run, Pilot Program.

Module 4 8 hrs

Evaluation of HRD Programs – Reasons for Evaluating Training –Framework of Evaluation Criteria –

Kirkpatrick’s Four Level Framework , Comprehensive Model of Training Criteria – Measures to determine



Subject Code:

MBA3H2

Subject Name:

Human Resource

Development

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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outcomes – Evaluations Practices – Evaluation of Training Costs – Cost/Benefit Evaluation, Cost-

effectiveness Evaluation – Training Instruments/Tests.

Module 5 6 hrs

Employee Development: Approaches to Employee Development - Formal Education, Assessment Centers,

Benchmarks, Performance Appraisal, Job Experiences – Job Enlargement, Job Rotation, Job Enrichment,

Transfers, Promotions and Downward Moves, Temporary Assignments, Projects and Volunteer Work;

Interpersonal relationships- Mentoring, Coaching; The Development Planning Process; E- learning &

Employee Development.

Module 6 3 hrs

Employee Engagement – Degree of employee engagement – Gallop’s Model; Mercer Model – Drivers of

Engagement – Driving engagement in organizations – Measurement of employee engagement.

Module 7 4 hrs

Career Management - Importance – Career Management’s influence on Career Motivation – Components

of Career Motivation; Traditional career v/s Protean Career; Career Development Model; Career

Management System - Self assessment, Reality check, Goal setting, Action planning; Role of employees,

Managers, HR Managers and Company in Career management; Challenges in Career Management – Dual

Career Paths, Plateauing, Skill Obsolescence, Coping with Career Breaks, Balancing Work and Life, Coping

with Job Loss, Dealing with Older Workers, Pre – Retirement and Retirement.

Module 8 7 hrs

Employee Counseling and Wellness Services – Employee Counseling as an HRD Activity – Employee

Counseling Programs – Employee Assistance Programs – Stress Management Interventions – Employee

Wellness Programs (EWPs) – Health Promotion Programs – Issues in Employee Counseling.

Recommended Books:

1. Human Resource Development – Werner and Desimone, Cengage Learning

2. Effective Training - P. Nick Blanchard & James .w. Thacker, Pearson Education, Second Edition

3. Training and Development – Raymond A Noe McGraw Hill

4. Training and Development- Concepts and Practices – S K Bhatia – Deep and Deep Publications Pvt

Ltd.



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Course Objectives:

1. To understand organization theory in the context of geographical and cultural environment

2. To introduce to the students, the practice and theory of organization with some of its

complexities. this will include understanding organizational goals, various designs and

structures available for different organizational contexts ,culture and process like decision

making, communication and politics

3. The main objective of the course is to build a perspective organizational design including recent

advancement and link them with various relevant theoretical streams

Module 1: Organization 6 hrs

Nature and scope– overview of various components and structure – evolution of organization theory –

organizational theories – images of organization

Module 2: Organizational Effectiveness 5 hrs

Definition – importance and approaches to organizational effectiveness – the goal attainment approach –

the systems approach – the strategic approach – constituencies approach – the competing values

approach.

Module 3: Organizational Processes 5 hrs

Organizational work flow processes / business processes – process re-engineering – work flow as the basis

for organizational design

Module 4: Organizational Design 10 hrs



Subject Code:

MBA3H3

Subject Name:

Organization Structure,

Process and Design

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Determinants of organizational design – components of organizational design – complexity – formulization

– centralization – types of organizational structures – technological determinants of organizational design

––Organizational strategy and structure –technology and organizational structure strategy– strategic

choices – strategic failures

Module 5: Inter-Organizational Relationships 8hrs

Organizational ecosystems; the changing role of management; inter-organizational framework; resource

dependence; resource strategies; power strategies; collaborative networks; international origins;

population ecology; institutionalism

Module 6 6 hrs

Organizational decision making and strategy formulation: Organizational decisions and approaches

Module 7: Managing Organizational Culture 4 hrs

The essence of organizational culture – definition –strong and weak cultures – organizational culture and

strategy – when cultures collide – human face of mergers and acquisitions -culture and organizational

effectiveness

Module 8: Managing Organizational Evolution 4hrs

Growth and decline of organizations –– globalization and competition – customer and quality – managing

growth and decline –cultural and structural adjustments

Recommended Reading

1. Organization Theory – Mary Jo Hatch – Oxford Publication, 2005

2. Organization Theory – Richard Hall – Pearson/PHI, 7/e, 1999

3. Designing Organizations – Philip Sadler – Kogan Page India Ltd

4. Organization Behavior – Concepts, Controversies And Applications – Stephen Robbins –

Pearson/PHI, 11/e

5. Organizations: Structure, Processes And Outcomes - Richard Hall – Pearson/PHI

6. Organization Theory And Behavior – R A Sharma – TMH, 2003

7. Managing Radical Change – SumantraGhoshal, Gita Piramal – Viking Penguin India, 2004

8. Re-Engineering The Organizations – Jeffery N Lowenthal – TMH, 2002

9. Corporate Restructuring: Strategies And Implications – Aima – Excel Books

10. Reengineering The Corporation – Michael Hammer And James Champy

11. Fourth Eye – Excellence Through Creativity – Pradip N K Khandwalla – Wheeler Publishers



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Course Objectives:

1. To gain insight on theories of team development and dynamics

2. To understand the inter-team issues

3. To explore the importance of communication in teams

4. To understand the role individuals take, and also the membership issues in the team

Module 1 7 hrs

Individual vs. group vs team, nature of groups, group development stages, understanding teams,

differentiating groups and teams, characteristics of a team, roles of team members, managing virtual

teams, team work: team building and development. The team building process: what, why, how;

beginning the team building processes; facilitating the team – building processes; fostering team

creativity, basic and advanced skills of team leaders, team building for work teams, building high

performance teams, managing groups and teams.

Module 2 6 hrs

Roles in Teams: Groupthink, team building in the globalization era, team building- major issues facing

teams, team building interventions. Team effectiveness: types of teams, determinants of team

performance, facilitating team building, determinants of team effectiveness.

Module 3 6 Hrs

Interpersonal Trust: Openness, confidentiality, blind spot and unknown part of personality. Self-disclosure,

seeking feedback, self-reflection and practicing new behaviors. Discovering facets of interpersonal trust

through Johari Window.



Subject Code:

MBA3H4

Subject Name:

Team Dynamics

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4 6 Hrs

Interpersonal relations and personal growth: Interpersonal needs for openness, inclusion and control.

Discovering the interpersonal orientation through FIRO-B.

Module 5 6 hrs

Team dynamics: Emotional intelligence of teams, likeability of teams, friendship among team members,

exceptionally talented team members, cross-functional teams, multicultural teams, fast learning teams,

self-organizing teams, complex teams, far flung virtual teams, isolated teams, transplanted teams, team

meetings, strategy off-site meetings, monitoring after-action review, mistrust in top management team,

turning around a team.

Module 6 6 hrs

Effective communication and organization, neuro- linguistic programming for team-building, interpersonal

communication, communication skills for effective teamwork, enhancing employee morale for team

building, effective managerial decision making.

Module 7 5 hrs

Negotiation skills and strategies for team building; conflict among employees, intergroup conflict, conflict

in teams, institutionalized conflict resolution, alternative dispute resolution, conflict resolution techniques

for effective team-building, competitive vs collaborative behavior, developing collaboration.

Module 8 6 hrs

Experiential learning methodologies - T- group sensitivity training, encounter groups, appreciative enquiry.

Recommended Books:

1. Leadership and team building – Uday Kumar Haldar

2. Team development and leadership – DrRatan Reddy

3. Organizational Behavior – Arun Kumar and M Meenakshi

4. Organizational Behavior – Stephen P Robbins



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Course Objectives:

1. The course presents the conceptual basis of Industrial Relations as an academic discipline that

involves the theory of human relations, legal foundations and the tripartite relationship

among the investors, the workers/Employees and the government to render a useful

understanding of the components and means of sustaining Industrial peace anchored on

harmonious Employee-Management relations.

2. This course orients the students with the concepts of employee-employer relationships and the

practices in the industry that enables the students to understand better the concepts of

industrial relations.

3. The course prepares the students to grasp and apply the principles of IR and develop an

awareness of the significance of industrial peace

4. The students will be able to become familiar with the major statutes and regulations pertaining to

employment practices in the Indian Workforce

INDUSTRIAL RELATIONS

Module 1: Industrial Relations in India 3 hrs

An overview – Need, Objectives and principle of legal environment. Importance and objectives of

Industrial Relations, Main approaches to IR. ILO and its influence on Legal Enactments in India. Concept of

Collective Bargaining.

Module 2: Grievance procedure and Discipline management 4 hrs

Grievance forms, approaches to grievance machinery, Grievance procedures, model grievance procedure.

Discipline – Judicial approach to discipline, Domestic enquiries, Disciplinary procedures, approaches to

manage discipline in Industry.



Subject Code:

MBA3H5

Subject Name:

Industrial Relations and

Labor Legislations

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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0

Module 3: Industrial Conflicts 3 hrs

Nature of conflicts and its manifestations causes and types of Industrial conflicts, prevention of Industrial

conflicts, and settlement of Industrial conflicts.

LABOR LEGISLATIONS

Module 4: Laws on Working Conditions 7 hrs

The Factories Act, 1948, Shops and Establishment Act

Module 5: Industrial relations laws 10 hrs

Industrial Disputes Act, 1947, Trade unions Act,1926, Industrial Employment (Standing Orders) Act, 1946

Module 6: Wages and Labor Laws 7 hrs

Minimum Wages Act, 1948, Payment of Wages Act, 1936, Payment of Bonus Act, 1965

Module 7: Laws for Labor Welfare 8 hrs

The Workmen’s Compensation Act, 1923, The Employees’ State Insurance Act, 1948, The Maternity

Benefit Act, 1961,

Module 8: Social Security 6 hrs

The Employee’s Provident Fund and Miscellaneous Provision Act, 1952, The Payment of Gratuity Act, 1972

Recommended Books:

1. R S Davar – Personnel Management and Industrial Relations, Vikas Publishing House, Mumbai, 10/e, 2005

2. Myers, A Charles and Karnnappan S – Industrial Relations in India, Asia Publication House, Mumbai.

3. Dale Yoder and Paul D, Standohar – Personnel Management and Industrial Relations, Prentice Hall of India, EEE/Pearson Education Allan Cowling and Philip James – The Essence of Personnel Management and Industrial Relations, Prentice Hall of India, EEE/Pearson Education

4. Essentials of Human Resource Management and Industrial Relations - Subba Rao – 3rd Revised Edition

5. Dynamics of Industrial Relations – Mamoria&Mamoria 6. Human Resource Management, Principles & Practice – Aquinas, Vikas Publication 7. Elements of Mercantile Law - N. D Kapoor 8. Labor Industrial Laws – Dr. V. G. Goswami , Eighth Edition



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1

MODULE 1 7.5 hrs

Introduction to Learning Organization – importance of learning in organization, meaning, Pre-conditions

for creating a learning organization- Learning Organization Model: Policy learning- Operational learning -

Strategic learning; Typology of Learning – Dynamics of Organizational Learning

MODULE 2 3 Hours

Forgetting and Unlearning – Typology of Forgetting – Barriers to Unlearning – Facilitation of Unlearning

MODULE 3 7.5 hrs

Developing Personal mastery: Spirit, Mastery and Proficiency, resistance, personal vision, holding creative

tension, the power of powerlessness, commitment to truth, using sub consciousness, seeing the

connectedness to the world, compassion, commitment to the whole, and fostering personal mastery in an

organization

MODULE 4 6 hrs

Appreciating Mental Models: the new world view, the disease of hierarchy, reflective practice, espoused

theory versus theory in use, balancing advocacy and inquiry, linkages with personal mastery.

MODULE 5 6 hrs

Building a Shared Vision: meaning, importance, encouraging personal vision, from personal vision to

shared vision, enrollment, attitudes towards vision, sustaining vision, linkages with personal mastery and

mental models

MODULE 6 6 hrs

Enabling Learning in Teams: potential wisdom of teams, dialogue and discussion, handling conflict and

defensive routines, learning to practice linkages with shared vision personal mastery and mental models



Subject Code:

MBA3H6

Subject Name:

Organizational Learning and

Knowledge Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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2

MODULE 7 6 hrs

Understanding Data, Information and Knowledge - Types of Knowledge - Knowledge Management Myths –

Knowledge Management System Life Cycle, Knowledge Creation– Nonaka’s Model of Knowledge Creation

and Transformation – Knowledge Architecture: People Core - The Technical core; Knowledge Capture

Techniques

MODULE 8 6.0 hrs

Knowledge Transfer & Sharing – Knowledge Transfer – The Knowing – Doing Gap – Pre-requisites for

Transfer – Transfer methods, Problem of knowledge transfer - Transfer Strategies – Inhibitors of

Knowledge Transfer – Types of Knowledge Transfer, The Share or Hoard Dilemma in Knowledge Sharing

Recommended Books:

1. The Learning organization-Bob Garratt

2. The fifth Discipline-Peter.M.Senge

3. Knowledge Management – SudhirWarrier – Vikas 2003

4. Knowledge Management – Elias M Award, Hussain M Ghazini – Pearson Education 2004

5. Knowledge Management in Organizations – Donald Hislop – Oxford University Press



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3

Course Objectives:

1. Strategy Management is intended to help students think strategically about business environment

and introduce the student to dynamics in industry and managing those changes through

effective strategic activities.

2. Upon completion of the course, students should have an integrated understanding of business

and the strategic management process and be able to apply this knowledge.

3. The students will develop advanced analytical skills through comprehensive cases—to be able to

identify central issues and lead discussions in the class room

Module 1

Strategic Management and Strategic Competitiveness 5 Hrs

Strategy making process, Understand above average returns as a measure to determine that firm has

competitive advantage, benefits of strategy management, Component of strategic management model.

Module 2

Strategic Direction 6 Hrs

Understand strategic management process business definition & Organization values that build mission

statement. Describe strategic vision, mission, goals, long term objectives, short term objectives and

discuss their value to the strategic management process.

Module 3

Situation Analysis Part I - The Internal Environment 9 Hrs

Resource based strategy, Identify the strength and weakness by analyzing the internal environment.

Understand the concept of Value and discuss its importance. Define capabilities and discuss how they are


Core General Management IV

Subject Code:

MBA401

Subject Name:

Strategic Management

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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4

developed. Match Core competencies with resources and capabilities. Use value chain to identify and

evaluate resources and capabilities. Discuss importance of preventing core competencies from becoming

core rigidities.

Module 4

Situation Analysis Part II - The External Environment 12 Hrs

Explain the importance of a firms’ external environment that helps identify opportunities and threats.

Describe the general environment and the industry environment. Understand the competitive landscape.

Porters five competitive forces and explain how the five forces shape competition within an industry and

limits profitability. Understand the different methods to carry out competitor Analysis, sources of

potential competition and mobility barriers within strategic groups. Business firms opportunities, threats

constraints, economic considerations, technological considerations. Competitive behavior of firms in

Industry leading to competitive dynamics, Offensive and defensive strategies that lead to competitive

dynamics, First, and late movers and advantages and disadvantages, Model of competitive rivalry,

Conditions for undertaking competitive actions & drivers of competitive behavior, outcomes of

competitive dynamics.

Module 5

Strategy Formulation Part I - Business Level Strategies 9Hrs

Development of concepts for competitive positioning, Cost leadership/ Differentiation/Focus/Broad

differentiation strategies & how firms strive to achieve with benefits and drawbacks of each generic

strategy. If strategies were generic then how and why does each firm within industry pursue varying

strategies. Strategies in High Technology Industry. Value creation frontier -a desire for firm to be different

and competitive.

Module 6

Strategy Formulation Part II - Corporate Level Strategies 12 Hrs

Establishing a competency agenda, Pursuing growth through concentration strategies by market

penetration their risks and benefits. Growth through product or market development, Horizontal and

Vertical Integration strategies. Key drivers for company to diversify. Understand differences in related

diversification & unrelated diversification. Competing in foreign markets, various modes of entry benefits

and drawbacks, Entry through new startups, Strategic alliances & acquisition. Global Strategies, key drivers

for changes in the global strategies.

Module 7

Strategy Formulation Part III -Strategies to fit Industry and company situations 5 Hrs

Environmental fit & Resource fit, Industry attractiveness factors, and how attractiveness translated into

numbers. Options for a Corporate level managers when considering opportunities in emerging, growth,

matured, declining and hostile markets.



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5

Module 8

Strategy Implementation 6 Hrs

Organizational design, structures and controls. Importance of integrating strategy implementation and

strategy formulation. Organizational structures used to implement different business level strategies.

Organizational structures used to implement different corporate level strategy. How corporate culture

promotes implementation of strategy, types of control systems

Textbooks

1. Strategy and the Business Landscape – Pankaj Ghemawat

2. Strategic Management – Competitiveness and Globalization: Michael A. Hitt, Duane Ireland, Robert E. Hokinson , : South Western, Thomson Learning

3. Competitive Advantage, Michael E. Porter, South Western, Thomson Learning

4. Crafting and Executing Strategy, Arthur Thmpson, A.J.Strickland, Arun Jain, Mc Grawhill 5. Strategic Management An Integrated Approach 7th Charles W. L. Hill & Gareth R. Jones & Joan

Penner-Hahn – Biztantra

6. Strategic Management – A dynamic Perspective, Mason Carpenter, Prashant Salwan, Perason



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Course Objectives:

1. Appreciate the intricacies and complexities of domain of services

2. Understand the complex process of social exchange in the light of past and future relationship

paradigm

3. Develop abilities to understand and map socio psychological processes in services and take

decisions in the light of relationship paradigm

4. Understand and Develop strategic and tactical plans for the purpose of creation, maintenance and

dissolution of relationships.

5. Understand and appreciate the integrated view of different functional domains for developing

service leadership.

Module 1: Introduction to Services Management Frameworks for Understanding Services 4.5 hrs

Nature of Services, Macroeconomic Trends and Opportunities, Distinctive Marketing Challenges Posed by

Services, Categorization of Services

Module 2: Frame work for Understanding customer Perceptions 6 hrs

Service encounters and Process Flows, perceived service quality, satisfaction and perceived value,

Introduction to the Gaps Model of Service Quality, Customer Expectations of Satisfaction and Quality,

Customer Perceptions of Satisfaction and Quality

Module 3: Managing and Understanding the Service Experience 6 hrs

The Three-Stage Model of Consumer Behavior Applied to select Services- Mobile, Transportation,

Restaurant, Healthcare, education etc., in terms of behavior and expectations, The Service Delivery

System, Theatre as a Metaphor for Service Delivery, Role and Script Theories Applied to Services


Core Marketing Management IV

Subject Code:

MBA402

Subject Name:

Services Management

Credit Distribution

L-4 T-0 P-0

CIE 50

SEE 50



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Module 4: The Service Offer- Understanding and Closing Gap 1 4.5 hrs

Customer Research, Key Steps in Service Planning, Core and Supplementary Services, The Flower of

Service—Adding Value via Supplementary Services, Branding of Services, Designing the Service Enterprise:

New Service Development, Technology in Services, Service Quality, Process Improvement (DEA

supplement), Segmentation Targeting and Positioning of Services in Competitive Markets.

Module 5: Understanding and Closing Gap 3 4.5 hrs

Role of customers and employees- boundary spanners, support staff in delivering services. Managing

People for Service Advantage: Importance of Service Personnel, Conflicts in Boundary—spanning Roles

and Implications of Role Stress, The Cycles of Failure, Mediocrity, and Success, Selection, Training, and

Motivation of Service Staff, Service Leadership and Service Culture

Module 6: Designing Customer Service Processes 6 hrs

Understanding and Closing Gap 2: Service Standards, Development, and Design, Blueprinting as a Basic

Tool for Understanding and Managing Service, Processes, Service Process Redesign, Increasing Customer

Participation

Module 7: Designing the Service Environment 10 hrs

The Services cape Model, Dimensions of Service Environments, Engineering Customer Service Experiences,

Service Facility Location, Supporting Facility, Managing Capacity and Demand, Managing Waiting Lines,

Service Supply Relationships, Managing Projects, Quantitative Models for Service Management, Balancing

Demand and Capacity, Minimizing Perceptions of Waiting Time. Capacity Planning and Queuing Models

(Computer Simulation), Forecasting Demand for Services (Normal vs. Poison Distribution), Managing

Facilitating Goods

Module 8: Pricing Services and Revenue Management 6 hrs

Objectives and Foundation for Setting Prices, Cost-based, Value-based, and Competition-based Pricing,

Revenue Management, Ethical Concerns and Perceived Fairness of Pricing Policies

Module 9: Designing the Communications Mix for Services 6 hrs

Understanding and Closing Gap 4, Communication Strategies for Services, Branding and Communications

Module 10: Managing Customer Loyalty and Organizing for Service Leadership 10.5 hrs



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Relationship Marketing: Service Switching, Retention, the Economics of Customer Retention, Managing

the Customer Pyramid, the Wheel of Loyalty, Loyalty Programs, Customer Churn Diagnostics and

Retention, CRM Strategies, Customer Feedback and Service Recovery: Consumer Complaining Behavior,

Principles of Effective Service Recovery Systems, the Power of Service Guarantees, Organizational Learning

Through Effective Customer Feedback Systems; The Service Profit Chain, Integrating Marketing,

Operations, and Human Resources, Four Levels of Service Performance, Service Leadership, Culture, and

Climate, the Financial and Economic Effects of Service

Text Books

1. Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler (2000),’ Services Marketing-

Integrating Customer Focus Across the Firm’ Second, , McGraw- Hill/Irwin.

2. Christop*her H Lovelock, Jochen Wirtz (2010), “Services Marketing: People, Technology,

Strategy” Prentice Hall, 2010-626 Pages.



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Course Objectives:

1. To inspire students to look into entrepreneurship as a career.

2. To enable students experience the feel of being an entrepreneur

3. To enable students experience the nitty-gritties of developing the business plan

4. To enable students appreciate the inter-connections among various concepts and functions

Workshop

Note: The idea of the workshop is not to teach through the content of the course but enable students

develop a business plan based on the understanding of all the core, functional and elective courses

previously completed. In other words students individually through guided instructions ideate,

conceptualize and prepare a business plan.

Evaluation:

4. Business Plan Submission and presentation

Given the nature of how ED workshop is conducted, absence in one class will automatically lead to non-

understanding of subsequent classes and such person becomes hindrance to the learning of rest of the

students. Therefore attendance on all Classes Compulsory, Absence without Permission on relevant

ground would lead to the grade of ‘not-pass’,

Readings:

Any book on Entrepreneurship prescribed by the faculty and lecture notes


Field Work General Management IV

Subject Code:

MBA4WS2

Subject Name:

Entrepreneurship

Development Workshop

Credit Distribution

L-0 T-0 P-2

CIE 50

Viva-Voce 50



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Indicative Workshop Outline Generation of Business idea Activities to identify the business idea, various sources identification, screening the idea and short listing. Selecting an idea Market Analysis Understanding the market and economy, in particular for the Product / Service / Ideas; Tapping primary and secondary data sources to estimate the demand, market size. Competition, demand forecasting, pricing Product Realization Input – Process – Output; Understanding the production facilities requirements, Services blue print in case of services. Plant- machinery – Raw material and other resources estimation Human Resource Requirements Man power planning, skill sets, job description cost of the HR Financial Analysis Types of Companies, Franchises, Partnership, Pros and Cons; Cost of project –Means of Finance, Estimates of revenue and expenses- Depreciation and amortization schedules- cash flow estimates – projected profit and loss account- projected cash flow statement – projected balance sheet, Calculation of NPV, IRR, Breakeven point Summarizing & Reporting Commenting on the key parameters, explaining the challenges of the project and handling the same.

Final word on the business idea.



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Course Objectives:

1. To understand the concept of international financial management

2. To understand how to manage the risk associated with the international exposure

3. To build financial skills as managers to capitalize on their international business opportunities in

changing international conditions that impact the opportunities and risk


need to obtain the list of topics from the instructor. These topics/aspects are subjects to “Self-directed

Learning” (Under the guidance of the instructor, if need be). The students have to make presentation on

these topics.

Module 1: International financial Environment ` 4 hrs

Importance, rewards and risk of international finance- Goals of MNC – Exposure to international risk-

International Monetary system- Multilateral financial institution-Government influence on exchange rate.

Module 2: International flow of funds 6 hrs

Balance of payments(determination of current account, capital account and ORA)-International Trade

flows-International Capital Flows-Agencies that facilitate International flows – Equilibrium, disequilibrium

and adjustment of Balance of payment and Trade deficits – J Curve Effect.

Module 3: International Financial Markets 6 hrs

Foreign exchange markets-foreign exchange trading-Cash and Spot exchange markets-foreign exchange

rates and quotation- forward markets-Exchange rate Behavior-Cross Rates-Foreign exchange market

participants-arbitrage profit in foreign exchange markets, Swift Mechanism.


Elective Financial Management IV

Subject Code:

MBA4F1

Subject Name:

International Financial

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: Forecasting foreign Exchange rate 6 hrs

International Parity Relationship: interest rate parity, purchasing power parity and fisher effects

Forecasting exchange rates.

Module 5: Foreign exchange risk Management 6 hrs

Forward market- Futures Market- options Market

Module 6: Foreign Exchange exposure and Management 8 hrs

Management of Transaction exposure- Management of Translation exposure- Management of Economic

exposure

Module 7: Interest rate risk and Currency swaps 7 hrs

Introduction - Importance of Interest rate risk - Measurement of Interest rate risk- Management of

interest rate risk- Covering of risk in the future market- options market. Types of swaps- currency Swaps-

Interest rate Swap.

Module 8: International Capital Budgeting 5 hrs

Concept, Problems associated, Evaluation of a project, Factors affecting International Capital Budgeting -

Risk Evaluation - Impact on Value.

Recommended and Reference Books:

1. Eun and Resnick – International Finance Management ---(Tata McGraw Hill), 4/e

2. Jeff Madura International Finance Management ---(Thomson), 7/e, 2004

3. P.G. Apte-International Finance Management- ( Tata McGraw Hill), 5/e

4. V. Sharan – International Finance Management- PHI 3/e

5. Madhu Vij- Multinational Financial Management – Excel

6. Jain, Periyad, and Yadav – International Finance Management ---(Mc Millan)

7. S P Srinivasan and Dr B Janakiram - International Finance Management ---(Biztantra Wiley

Dreamtech, 2005).



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Course Objectives:

1. To understand the tax structure in India 2. To know the computational procedures 3. To understand the implications of the same

Module 1: Basic concepts 4 Hrs

Assessment year, previous year, person, assesse, Income, charges on income, gross total income, capital

and revenue receipts, residential status, receipt and accrual of income, connotation of income deemed to

accrue or arise in India, incidence of tax, Tax Planning, Tax Evasion, Tax Management.

Module 2: Introduction to Heads of income & Income from Salary 10 Hrs

Explanation under various heads of income, Income from Salary (Basic Problems)

Module 3: Income from House Property 6 Hrs

House property, Income from House Property (Basic Problems)

Module 4: Profits or Gains from Business or Profession 12 Hrs

Income under the head profit and gains of business or professions and its computation- basis- method of

accounting- scheme of business deductions/ allowance- deemed profits- maintenance of books,

Depreciation (Both Theory and Problems) special provisions relating to 44AD, 44AE and 44AF.Problems on

computation of income from business/ profession. Computation of taxable income of a firm and partners.



Subject Code:

MBA4F2

Subject Name:

Tax Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5: Capital gains 6 Hrs

Income under capital gain, basis of charge, transfer of capital asset, inclusion and exclusion from capital

asset, capital gain, computation, theory and problems, slump sale, Exemptions, capital gain in special

cases, Securities Transaction Tax(88E)

Module 6: Other Sources 3 Hrs

Income from other sources (Basic Problems),

Module 7: Computations 4 Hrs

Clubbing provisions, implications of unexplained debits and credits, Setoff and carry forward of losses.

Deductions: Permissible deductions –under Ch. VI-A 80C, 80CCC, 80D, 80DD, 80DDB, 80E, 80U, Sec 10A,

10B, 10BA.

Module 8: Indirect Taxes 3 Hrs

Introduction to various Indirect taxes (theory only) Central sales tax, VAT (Only basic Concept). GST,

Central excise and custom acts- Concept of CenVAT- customs- Basic definition.

Reference Books

1. Text Books: Lal and Vashisht, Direct Tax, Pearson latest edition.

2. Vinod Singhania- Students Guide to Income Tax – Taxman Publications, latest edition

3. V S Datey – Indirect Taxes – Taxman Publications Latest edition



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Module 1: Introduction to Banking system and structure in India 6hrs Development of Banking in India- Structure of Banking Industry, Organization of Banking Industry, Role and functions of RBI, Competition in banking industry, Functions of Banks in an Economy, Bank Failures and its implications, Growth in banking Module 2: Risks in Banking 6hrs Interest Rate risk , Credit Risk, Treasury Risk, Operational Risk, Market Risk , Risk management in Banks. Module 3: Management of Bank Capital 8hrs Need for Regulation, Banking Risks and Regulations, Basel Recommendations, Capital Adequacy Compliance, Basel Framework for Capital Adequacy, Capital Adequacy of Banks in India Module 4: Regulatory Framework of Banks 6hrs Need for Disclosure Requirements- Disclosure of capital adequacy – Asset quality – investments , Negotiable Instruments Act, AML Guidelines, Banking Ombudsman Module 5: Issues in Bank Management 6hrs Bank Marketing, HR Challenge, Bank Audit mechanism, Bank mergers, Banking in International Environment, Innovation in Banking, Financial Inclusion Module 6: Special Services of banks 4hrs Issue Management Services, Corporate Advisory services, Fund based and Non Fund based services, Third

Party products- Mutual Funds, Banc assurance

Module 7: Evaluating Bank Performance 8hrs Performance Analysis, Financial Statement analysis, Branch Performance Analysis, Profitability efficiency model, Rating of banks, CAMELS Approach, Corporate Governance in Banks Module 8: Technology in Banking 4hrs ATMs- Internet banking – Mobile banking- Core banking solutions – Debit, Credit cards- RTGS-NEFT



Subject Code:

MBA4F3

Subject Name:

Principles and Practices of

Banking

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Unique Products in Some banks -Case studies RECOMMENDED BOOKS: 1. Sunderaram and Varshney. “Banking Theory, Law and practice” Sultan Chand and Sons, New Delhi.

2. Koch W, Timothy, and S. Scott. “Bank Management” Thomson, New Delhi

3. IIBF. “Principles of Banking” Macmillan, New Delhi

4. Bhaskaran, R. “An Introduction to Fund and Investment Management in Banks” Bankers Institute of Rural development, Lucknow.

5. Mithani and Gordon. “Banking and Financial Systems”, Himalaya Publishing House, Mumbai.

6. Prasad K, Nirmala, J Chandradas. “Banking and Financial System” Himalaya Publishing House, Mumbai.



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MODULE 1: Portfolio 4 hours

Introduction to Portfolio Management: Models for Portfolio theory, Asset allocation decisions.

MODULE 2: Portfolio models 8 hours

Markowitz diversification models of measuring market risk. A comparative analysis of Models. Sharp’s

single index model - determination of corner portfolio - international diversification.

MODULE 3: Asset pricing theories 6 hours

Asset pricing theories – CAPM and Arbitrage pricing theories.

MODULE 4: Strategies 8 hours

Portfolio revision - active, passive strategies and formula plan.

MODULE 5: Portfolio performance 10 hours

Measuring and evaluating portfolio performance - Measures of return – Sharp’s measures - Types

measure-Jensen’s differential return approach. Fama portfolio decomposition - performance evaluation of

portfolio manager.

MODULE 6: Bond Portfolio Management 6 hours

Fixed income portfolio management – Bond Risk management tools- types of risks, duration,

immunization, convexity, term structure of interest rates, yield spread analysis.



Subject Code:

MBA4F4

Subject Name:

Portfolio Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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MODULE 7: Active Portfolio management 6 hours

The Lure of Active Portfolio management – Objectives – Market Timing and Security Selection - Treynor

Black Model Portfolio Construction.

Recommended and Reference Books:

1. Investment Analysis and Portfolio management – Prasanna Chandra – TMH - 2nd Edition, 2005,

3/e

2. Investments – Zvi Bodie, and Mohanty – TMH – 6th Edition, 2005

3. Investment Management – VK Bhalla ( S.Chand and Co)

4. Investment Analysis and Portfolio Management – Reilly – 8/e – Thamson / Cengage Learning.

5. Security Analysis and Portfolio Management – Fisher and Jordan , 6/e Pearson

6. Alexander, Sharpe, Bailley – Fundamentals of Investment – Pearson / PHI, 5/e, 2001

7. Portfolio Management – Barua, Verma and Raghunathan (TMH), 1/e, 2003

8. Portfolio Management –S. Kevin – Prentice Hall India.

9. Reilley and Brown – Investment Analysis and Portfolio Mgmt. – Thomson Learning, 7/e, 2004

10. V A Avadhani – Securities Analysis and Portfolio Mgmt. – HPH



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Course Objectives:

1. Appreciate asset classes in terms of risk and return 2. Chalk out financial planning in different contexts and building portfolios.

Module 1: Basics of Investing and Financial Instruments 4 hours

Basics of Investing – Evolution of Investment Practices – Investment Objectives – Financial Markets – Time

Value of Money.

Module 2: Asset Allocation Concepts 5 hours

Definition and Purpose of Asset Allocation - Cyclical Asset Performance - Opportunities of Investments and

Definition - Asset Allocation Charts - Explained Thru 5 Indicative Scenarios - Insights on Asset Allocation -

Charts and Annexure - Assignments - Objective Type Questions

Module 3: Introduction and Concepts of Financial Planning 6 hours

Introduction to financial planning - bane and opportunities - Financial literacy / investment literacy -

Importance of investment planning - Definition and concepts of financial planning - Inflation related

aspects and steps to overcome declining purchasing power of money preparation to commence financial

planning

Module 4: Customer profiling 8 hours

Client profiling aspects and pre-planning questions - Customer categorization based on

risk/returns/horizon of investing - Goal based investing - Asset allocation and rebalancing based on age -

Various investing opportunities – Fixed income / equity stocks and mutual funds/gold/insurance (life and

general) - Life stages based investing and advising - Early retirement plans - Pre-closure possibilities of

various loans - From an agent to broker to advisor – The concepts of need-based advising / customer

management and leading the customer to his objectives - Financial planning in India – A debate -

Advantages and shortcomings - Charts and Annexures / Assignments / Case studies Indicative questions.



Subject Code:

MBA4F5

Subject Name:

Wealth Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5: Wealth Management 9 hours

Concepts of wealth - various wealth management services - important components of wealth

management - Customer profiling / defining objectives / lifestyle needs / nomination / philanthropy /gifts

/ taxation - Process of wealth management - Steps to manage wealth - In-depth defining of steps to

manage wealth - Scaling of a customer (increasing investable surplus) - Restructuring and rebalancing of

portfolios - Wealth management in India – a new fad or is it real - Advantages and shortcomings -

Assignments - Case studies - Indicative questions

Module 6: Stocks Portfolio Construction 6 hours

Stocks Portfolios – Purpose Of A Portfolio - Constructing A Portfolio – How To Begin – Important Sectors Of

Capital Market - Benchmark Indices - How To Pick Sectors and Stocks - Historical Sectoral Performance

Chart - Ideal Portfolio Management - Customer Categorization Based On Risk and Returns - Portfolio

Constructing Procedures - Model Portfolios – Conservative, Semi Aggressive and Aggressive - Managing

and Monitoring A Stocks Portfolio

Module 7: Mutual Funds Portfolio Construction 5 hours

Mutual Funds Portfolios – Purpose Of A Portfolio - Defining Various MF Themes - MF Scheme Classification

Chart - Portfolio Construction Concepts - Model Portfolios – Conservative, Semi Aggressive and Aggressive

- Managing A MF Portfolio - Advantages Of A Portfolio - Assignments

Module 8: Concepts of Relationship Management 5 hours

Definition and Learning Five KYs – Know Your Customer, Know Your Company, Know Your Competitor,

Know Your Product and Know Yourself With Real Life Examples - Examples Of Different Types Of

Customers / Habitual, Crafty and Winner Type Of Customers

Reference Books:

1. Balaji Rao. Financial Markets and Investment Instruments, Student edition.

2. John C. Hull. Risk Management and Financial Institutions, Wiley India Pvt Ltd, 3rd edition, 2012

3. Bharati V. Pathak. The Financial System : Markets, Institutions and Services, Pearson, 3rd edition,

2010

4. Frederic S. Mishkin, Stanley G. Eakins. Financial Markets and Institutions, Pearson, 6th edition,

2011



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Course Objectives:

1. Overview of Insurance, Products, Industry, Regulators and Regulations. 2. On successfully completing the course, the student would be equipped to take up IRDA exam.

Module 1: Introduction to Insurance 8 Hours

Definition of Insurance - Concept of Insurance / How insurance works - Insurance Act, 1938 - Insurance

Regulatory and Development Authority (IRDA) - Insurance Advertisements an Disclosure Regulation 2000

- Protection of Policy Holders Interest Regulations, 20002 - Third Party Administrators (TPA)

Module 2: Fundamentals of Risk Management 4 Hours

Definition of Risk - Classification of Risks - Definition of Risk Management - Stages of Risk Management

Module 3: Insurance Contract, Terminology, Elements and Principles 8 Hours

Contract Terminology - Elements of a Valid Contract – Offer and Acceptance Consideration, Capacity, Legal

Purpose - Distinguishing Characteristic of Insurance Contracts - Common clause and section an insurance

contract

Module 4: General Insurance 8 Hours

Classification – Life Insurance and Non-Life Insurance - Non-Life Insurance classification - Property

Insurance, Personal Insurance, and Liability Insurance - Types of Proper Insurance - Fire Insurance, Marine

Insurance, Various type of Engineering Insurance - Contractor's All Risks (CAR) Insurance -Marine cargo

insurance - Features of motor insurance - Burglary insurance - Money insurance



Subject Code:

MBA4F6

Subject Name:

Risk and Insurance

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5: Personal and Liability Insurance 8 Hours

Personal Insurance - Mediclaim Policies - Group Mediclaim Policy - Personal Accident Insurance (PA)

Liability Insurance - Employers Liability Insurance - Public Liability Insurance -Professional Indemnity

Insurance - Product Liability Insurance

Module 6: Financial Planning and Life Insurance 4 Hours

Financial Planning - Ratios as a tool for financial planning - Definition of life insurance - Law of large

numbers - Principles of insurance and life insurance.

Module 7: Types of Life Insurance Policies 6 Hours

Term insurance - Types of term insurance - Whole Life Insurance - Endowment Policy - Children’s Policy

Annuities - Group Insurance - Industrial Life Assurance - Life Insurance Premium and Tax Benefits

Module 8: Insurance Intermediaries 2 Hours

Introduction - Individual agent - Corporate agent - Code of conduct - Broking regulations - Indian

Insurance Market.



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Course Objectives:

1. To enable students develop an understanding of the frameworks and language related to

enhance’ customer accessibility’.

2. To enable students the tools and framework of managing accessibility given the business, strategy

and goals.

Module 1: Marketing Channels, Structure and Functions 3hrs

Channel Design: Demand, Supply, and Competition Segmentation, Positioning, Targeting, Establish New

Channels or Refine Existing Channels, Channel Implementation: Identifying Power Sources, Identifying

Channel Conflicts, Goal of Channel Coordination

Module 2: Segmentation for Marketing Channel Design and Service Outputs 6hrs

End-User Channel Preferences, Service Outputs, Trends in End-User Preferences, Segmenting the Market

by Service Output Demands, Meeting Service Output Demands, the Role of Service Output Demand

Analysis in Marketing Channel Design, the Service Output Demands Template: A Tool for Analysis-, Supply

Side Channel Analysis & Channel Flows and Efficiency Analysis- Channel Flows Defined, Describing the

Current Channel with the Efficiency Template, Using Channel Flow Concepts to Design a Zero-Based

Channel, Matching Normative and Actual Profit Shares: The Equity Principle, The Efficiency Template: A

Tool for Analysis.

Module 3: Channel Structure and Membership Issues 4hrs

Who Should Be in the Channel?, How Many Channel Members Should There Be at a Given Level of the

Channel?, A Single Channel or Dual Distribution?, Optimal Channel Structure as an Element of the Zero-

Based Channel Strategy, Gap Analysis: Sources and Types of Channel Gaps, Closing Channel Gaps, Pulling

It Together: The Gap Analysis Techniques’- Vertical Integration- Owning the Channel, Costs and Benefits

of Vertical Integration in Marketing Channels, Deciding When to Vertically Integrate Forward: An

Economic Framework, Vertical Integration Forward When Competition Is Low, Vertical Integration to Cope

with Environmental Uncertainty, Vertical Integration to Reduce Performance Ambiguity-


Elective Marketing Management IV

Subject Code:

MBA4M1

Subject Name:

Channel and Logistics

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: Channel Implementation and Performance Measurement 4hrs

Channel Power: Getting It, Using It, Keeping It: Nature of Power, Power as the Mirror Image of

Dependence, Five Sources of Power, Balance of Power, Managing Conflict to Increase Channel

Coordination- Assessing the Degree and Nature of Channel Conflict, The Consequences of Conflict, Major

Sources of Conflict in Marketing Channels, Clash of Marketing Domains, Fueling Conflict, Conflict

Resolution Strategies: How They Drive Conflict and Shape Channel Performance-

Module 5: Channel Implementation Issues: Distribution Intensity, Vertical Restraints 5hrs

Coverage versus Assortment: Framing the Decisions of Upstream and Downstream Channel Members,

Striking a Deal: How Much Selectivity to Trade Away, Bargaining for Influence over Channel Members.

Back to the Basics: Cutting Costs and Raising Sales, Stimulating the Benefits of Selectivity While

Maintaining Intensive Coverage, Vertical Restraints: Is This Anticompetitive Behavior?

Module 6: Strategic Alliances 5Hrs

Their Nature and the Motives for Creating Them, Building Commitment by Creating Mutual Vulnerability,

Building Commitment by the Management of Daily Interactions, Moving a Transaction Through Stages of

Development to Reach Alliance Status, Putting It All Together: What It Takes and When It Pays to Create a

Marketing Channel Alliance Legal Constraints on Marketing Channel Policies: Market Coverage Policies,

Customer Coverage Policies, Pricing Policies, Product Line Policies, Selection and Termination Policies,

Ownership Policies

Module 7: Introduction to Logistics Management 3hrs

Scope, Role in the Economy, Organization, Key Logistics Activities, The Concept of Total Cost, Logistics

Activities & Logistics Costs Relationship, Logistics and Corporate Profit Performance – the Strategic Profit

Model, Logistics versus Supply Chain Management, Channel Structure, Supply Chain Network Structure,

Supply Chain Business Processes, Business Process Chains, Components of SCM, Supply Chain Design,

Supply Chain Design Considerations, Supply Chain Performance Measurement, Implementing Integrated

Supply Chain Management

Module 8: Logistics & Customer Service interface 4hrs

Methods of Establishing a Customer Service Strategy, Developing and Reporting Customer Service

Standards, Impediments to an Effective Customer Service Strategy, Improving Customer Service

Performance, and Global Customer Service Issues, Order Processing and Information Systems: Customer

Order Cycle, Integrating Order Processing and the Company’s Logistics Management Information System,

Using Logistics Information Systems to Support Time-Base Competition, Financial Considerations,

Procurement: Purchasing Activities, Just-in-Time Purchasing, Purchasing Research and Planning,



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Purchasing Cost Management, Measurement and Evaluation of Purchasing Performance, Strategic

Sourcing, E-Procurement, Managing Supplier Relationships

Module 9: Managing Materials Flow 4hrs

Scope of Materials Management Activities, Forecasting, Administration and Control of Materials Flow,

Logistics/Manufacturing Interface Financial Impact of Inventory- Inventory Strategy and Financial

implication, Basic Inventory Concepts, Basic Inventory Management, Symptoms of Poor Inventory

Management, Improving Inventory Management, Impact of and Inventory Reduction on Corporate Profit

Performance, Inventory Carrying Costs, The Impact of Inventory Turnover on Inventory Carrying Costs,

Inventory Carrying Costs within the Supply Chain

Module 10: Transportation & Warehousing 5hrs

Transportation Carrier Characteristics, Transportation Regulation and Deregulation, Global Aspects of

Transportation, Decision Strategies in Transportation, Traffic and Transportation Management,

Technology Issues, The Transportation Audit, Transportation Productivity, Warehousing Operations, Public

Versus Private Warehousing, International Dimensions of Warehousing, Warehouse Productivity, Financial

Dimensions of Warehousing, Materials Handling Equipment, Warehousing in a Just-in-Time (JIT)

Environment, Packaging, Computer Technology, Information, and Warehouse Management

Module 11: Organizing for Effective Logistics 5hrs

Importance, Logistics Organizational Structures, Decision-Making Strategies in Organizing for Logistics,

Financial Control of Logistics Performance, Logistics on Customer and Product Profitability, Limitations of

Current Profitability Reports, Measuring and Selling the Value of Logistics, Key Value Metrics, Shareholder

Value Method, How Logistics Affects EVA, Selling the Value Advantage The Strategic Logistics Plan,

Strategic Planning, Corporate Planning and Developing a Strategic Logistics Plan

Recommended Reading

1. Sales & Distribution Management -Tapan Panda -oxford

2. Marketing Channels -Louis W Stren, Adel I ER – Ansary, Anne T Coughlan -Publisher-PHI

3. Marketing Channel ManagementPeople, Product, Programs & Market - Russell W. McCalley

4. Fundamentals of logistic management - M Lambert, James R Stock, M Eliram - Publisher - MCGraw Hill

Publishing



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Course Objectives:

1. Plan message delivery and content to target market

2. Understand the key marketing communication elements

3. Apply IMC concepts and tools to a variety of market place situations

Note to Students:

Case studies, articles and assignments will be given to students from time to time and students are

expected to come prepared with the necessary reading and submissions.

Module 1 Role of IMC in marketing process 4Hrs

Why IMC instead of Advertising and the importance of consistency in message, Economic and Social

effects of Advertising, Communication process, steps involved in developing IMC program, Effectiveness of

marketing communications. Advertising: Purpose, Role, Functions, Advertising Vs Marketing mix, IMC

appeal in various stages of PLC

Module 2 Response to message 6 Hrs

Understanding the internal psychological process how people process the information presented in

advertising messages through an Advertising framework, Response hierarchy models – a perspective,

what traditional response models fails to address, Alternative response hierarchies, Understand the

importance of Elaborate Likelihood model bring about attitudinal change

Module 3 Structure of Advertising Agency 4 hrs

Participants in an IMC process, Agency relationships and compensations, Type of agencies & Services

offered by various agencies, Criteria for selecting the agencies, problems that arise during compensation

the mediation. Regulatory bodies governing, advertising Regulations & controls in India.



Subject Code:

MBA4M2

Subject Name:

Integrated Marketing

Communication

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4 Advertising objectives and Budgeting 4 hrs

Importance of Budgeting, Share of voice versus Share of Market approach, DAGMAR and how to

determine goals, various budgeting methods used Affordable Method, per unit Method, Percentage

Method, Competitive parity and Task objective Method and allocation of budget across various vehicles.

Module 5 Media planning & Media strategy 8Hrs

Developing Media plan, Indentifying, Demographic, Psychographic, and Geo-demographic Targets, Socio

Economic Classification in Indian context, Translate Marketing objective to communication objective, Role

of media planner, understand marketing and promotion process model. Media buys – Reach Frequency,

GRP and TVR, how purchase of media slots differ across TV, Radio, Print, OHH and Online, media

scheduling and media tactics, advertising spends allocation across categories geography and time. Factors

influencing the choice of Media and their investment decision

Module 6 Developing media content 8Hrs

Traits of a creative mind, elements of creative strategies, preparing an effective advertising Copy:

Elements of a Print advertisement: Headlines illustration, body copy, slogan, logo, seal, and role of color.

Advertising appeals, Elements of Broadcast copy (TV & Radio).

Module 7 Monitoring, Evaluation and control 6Hrs

Measurement in advertising, various methods used for evaluation, concept and copy testing, Pre-testing,

Post testing.

Module 8 High to Low control message delivery 2Hrs

Advertising, Sales Promotion & Direct Marketing: Features, Functions, and Advantages/Disadvantages. Co-

operative advertising, Public relation: -Meaning, Objectives, tools & strategies, Publicity: Goals &

Objectives

Module 9 Unconventional and digital tools 4Hrs

Event management: Purpose of organizing an event, concept of pricing and promotion in events, Industrial

advertising B2B Communication, International Communication in digital age, different advertisement on

display, mobile, email and social, online advertising advantages and disadvantages, measuring and

targeting internet audience, Global environment in advertising

Recommended Reading

1. IMC Perspectives: Belch and Belch

2. Advertising management Rajeev Batra, John G Myers &Aaker

3. Advertising ‘An IMC Perspective’ - S.N.Murthy/U.Bhojanna - Excel Books, 2007.

4. Advertising & Integrated Brand Promotion, O’Guinn, Allen, Semenik, 4/e, Thomson, 2007

5. Integrated Advertising, Promotion, and Marketing Communications, Clow, Baack, 3/e, Pearson

Education, 2007



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Course Objectives:

As products, pricing and distribution increasingly become commodities, the new competitive arena is

brand value, which creates long-term profitable brand relationships. Building brand equity involves

managing brands within the context of other brands, as well as managing brands over multiple categories,

over time, and across multiple market segments.

The purpose of the Product and Brand Management class is to give you a fundamental understanding of

how to build, measure, and manage a brand.

Module 1: Introduction to Product Management and Marketing Planning 5Hrs

Marketing Organization, Product-Focused Organizations, Market-Focused Organizations, Functionally -

Focused Organizations; The role of the sales force; Marketing Organization Implications of Global

Marketing; Product Management; Changes affecting Product management; Changes in Marketing

Organization; Definition and Objectives of Plans, Frequent Mistakes in the Planning Process; The planning

process, approaches to planning, steps in the planning process; Components of the Marketing Plan,

Situation analysis, Marketing Objectives/strategy, supporting marketing programs.

Module 2: Defining the Competitive Set and Category Attractiveness Analysis 5Hrs

Levels of market competition, Definitions, Overlapping market segments, the impact of Meta-mediaries,

product strategy implications; Methods for determining competitors, managerial judgment, customer-

based implications; Competitor selection; Enterprise Competition; Aggregate Market Factors, Category

Size, Market growth, PLC, sales Cyclicity, Seasonality, Profits ; category Factors, threat of New Entrants,

Bargaining Power of buyers, bargaining power of suppliers, category rivalry; Environmental Analysis,

Technological, Political, Economic, Regulatory and Social Factors.



Subject Code:

MBA4M3

Subject Name:

Product Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module3: Customer Analysis and Competitor Analysis 5Hrs

Know about customers; Segmentation, Desirable criteria for segments, methods for market segmentation;

Source of Information; Creating a product features matrix; assessing competitors’ current objective and

strategies; marketing strategy, comparing value chain, marketing mix, how to assess competitors’

strategies, technology strategy; differential advantage analysis; assessing a competitors’ will; predicting

future strategies

Module 4: Market Potential, Sales Forecasting and Product Strategy 5Hrs

Market potential; methods of estimating market and sales potential; sales forecasting, judgment-based

method, customer-based method, sales extrapolation method, Model-based method, Using and

developing Regression Models for Forecasting, Recognizing uncertainty, nonlinear relations, share

forecasts, forecasting Really new product; Elements of Product strategy; Setting objectives; Selection of

strategic alternatives; Positioning: Choice of Customer Targets, Competitor Targets and the core strategy;

managing brand equity; relation to customer strategy; product strategy over the Life Cycle

Module 5: New Products 5Hrs

Product Modification; Line Extensions; Getting Ideas for new product; testing slightly new product,

concept testing, Product testing, Market testing, Quasi-Market tests; Forecasting; Brand Extensions; Really

New Products

Module 6: Pricing Decisions 5Hrs

The role of marketing strategy in pricing; measuring perceived value and price, measuring customer value,

calculating value-in-use, pricing experiments, using price thresholds, dollarmetric scales, using the

perceived value; Psychological aspects of price; competition and pricing; deciding how much of the Value-

cost Gap to capture: Pricing Objectives; Other Factors affecting price; some specific pricing tactics

Module7: Advertising Decisions and Promotions 5Hrs

The target audience; setting advertising objectives, customer-focused objectives, exposure-orientated

objectives, objectives specificity; setting advertising budgets; evaluating Ad copy: Laboratory-Based

Measures; Real-world measures; media selection; evaluating advertising effects; Promotion objectives;

Promotion Budgets; final customer promotions; trade promotions; evaluating customer promotion;

finding about promotion effects; test markets; evaluating trade promotions; the retailer’s perspective



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Module 8: Channel Management and Customer-Based Marketing 6 Hrs

Channel selection, Direct versus indirect channels; Indirect channels, Representative, wholesalers, retailer,

channel member as value-added intermediaries, hybrid channel; monitoring profitability by channel;

Direct Channel; the direct marketing process and methods. CRM: The economics of loyalty, acquisition

cost, base profit, revenue growth, operating costs, referral, price premium; framework for CRM; creating

and analyzing the database; customer selection; customer targeting; relationship marketing problems;

mass customization

Module 9: Marketing Metrics and Financial Analysis 7Hrs

Framework of marketing metrics, need to be measured, customer-based metrics, product-market metrics,

financial metrics, marketing mix metrics; Sales analysis; profitability analysis; strategic framework for

control; capital budgeting

Recommended Books:

1. Product Management - Donal R. Lehmann, Russel S. Winer 4th Edition TataMaGrawHill

2. Marketing Management - Philip Kotler



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Course Objectives:

1. To introduce the basic retailing management concepts.

2. Empowering students with the most modern techniques and practices of retailing, as seen and

experienced around the globe.

3. Nurturing competent retail manager with interpersonal and communication skills relevant for

retail industry.

4. To provide exposure in marketing, technical and practical skills to be applied in actual work

environment.

5. Imparting theoretical and practical knowledge to ensure understanding of the dynamics of

modern organized retail trade

Note to Students:

This course provides the student with a comprehensive view of retailing, an analysis of the retail

environment and exposure to issues and developments in the industry. Retailing is changing today, and

the successful business will know how to identify, adapt, and plan with these changes.

The course is divided into four (4) sections:

• Retailing Environment

• Retailing Strategy

• Merchandise Management

• Store Management

Module 1: Introduction to Retailing, Retailing Strategy 4hrs

Retail: Meaning – Functions and special characteristics of a Retailer –Trends in Retailing. Types of retailers,

Market area analysis – market areas and trade areas, Factors affecting attractiveness of the market



Subject Code:

MBA4M4

Subject Name:

Retail Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 2: Product Decisions in Retail 4hrs

Role of Product Management in Retail Business, Product Selection Process, Reviewing the existing product

range, Product performance review, Identifying new products and their suppliers. Product deletion

decisions.

Module 3: Retail Procurement 6hrs

Buying in retail, Elements of buying and buying process, Coordinating buying with store management

activities, Buying strategies and buying methods, Ethical and legal issues in buying ,Buying Systems and

Category based buying, Computer Assisted Ordering (CAO), Increasing role of IT in retail buying, Buying of

fashion merchandize, Staple merchandize purchasing system, Factors affecting buying decisions in retail

Merchandize budget plan, Monthly sales percentage distribution to season (for seasonal

products)Monthly sales and Monthly reductions, Inventory costs and Inventory to sales ratio (at the

beginning and end of the month). Open-to-buy, Transportation costs

Module 4: Merchandise Management 6hrs

Introduction to merchandize and merchandizing management, Components of merchandize management

– Analysis, Planning, Acquisition, Handling & control, Merchandize Mix and Merchandize Line,

Merchandize Classification, Merchandize Planning, Merchandize budgeting, Sales projection in retail

environment, Overview of inventory management and its significance in retail merchandize management,

Inventory planning for retail outlets

Module 5: Retail Site Location and Store Layout, Design, and Visual Merchandising 6hrs

Types of location, location and Retail strategy, Legal considerations, Evaluation of locations, evaluating a

site, Trade area Characteristics, estimating potential sales, Negotiating lease; Store design, Space

Management, visual merchandising, Store Management- Human resource Management- Recruitment,

Selection, Motivation, Evaluation, Compensation, Controlling of the store employees.

Module 6: Retail Market Strategy and Financial Strategy 5hrs

Building a Sustainable Competitive Advantage, growth strategies, Retail Planning Process, Overview of

Strategic Profit Model, setting and measuring Performance Objectives, Assessing Performance.

Module 7: Pricing in Retail 6hrs

Pricing in Retail-Price Mix in retail, Complex price mix of retail Industry, Managing Pricing in retail, Role of

IT in pricing, Components of price mix in retail, Pricing Strategies and practices, Rationale behind the

pricing strategies and their suitability, Setting the price- Setting the objectives of pricing, Identifying the



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major Price setting determinants, Choosing a pricing strategy; Choosing a pricing method – demand

oriented, customer oriented, competition oriented, Factors affecting prices- Rebates, Different types of

discounts, Coupons, Margins, Different types of Costs, Markups and Markdowns. Retail credit –

availability, norms and practices and impact of retail credit on pricing

Module 8: E Retailing and Global Markets 6hrs

The World of E- tailing, Importance and advantages, Practice and trends in e-retailing, Tangible and

intangible product categories, Branding on the Web, Nature of branding on the web, Role of interactivity

and trust in building brand on the web e- retail mix in branding, E-store design- Purpose and scope of e-

store design, Navigability, Interactivity, Design enhancement through web atmospherics, Multi-channel

success and future of e-retailing; Strategic planning process for global retailing – Challenges facing global

retailers – Challenges and Threats in global retailing – Factors affecting the success of a global retailing

Recommended Books:

1. Micheal Levy , Barton A Weitz ,Ajay Pandit , Retailing Management Tata MacGraw Hill, Special Indian

Edition; Micheal Levy ,Retailing Management Tata MacGraw Hill, 5th Edition.

2. Barry Berman , Joel R Evans, Retail Management – A Strategic Approach, Pearson, 9th Edition

3. Special Indian Edition Micheal Levy ,Retailing Management Tata MacGraw Hill, 5th Edition

4. Swapna Pradhan – Retailing Management – Text and Cases, Tata McGraw Hill – 2nd edition, 2004

5. James R. Ogden, Denise Ogden – Integrated, Retail Management – Biztantra 2005 Annex.55.K -BBM

(Retail) - 2007-08 - SDE Page 4 of 14

6. Gibson G Vedamani – Retail Management – Functional Principles and Prectice, Jaico Publishing House,

Second edition



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Course Objectives:

As products, pricing and distribution increasingly become commodities, the new competitive

arena is brand value, which creates long-term profitable brand relationships.

1. Building brand equity involves managing brands within the context of other brands, as

well as managing brands over multiple categories, over time, and across multiple market

segments.

2. The purpose of the Product and Brand Management class is to give you a fundamental

understanding of how to build, measure, and manage a brand.

Module 1: Brands and Brand Management 6Hrs

Brand: to consumer and marketer, Brands versus Products, Strongest Brands, Branding

Challenges and Opportunities, Strategic Brand Management Process, Identifying and Establishing

Brand Positioning- Basic Concepts, Target Market, Nature of Competition, Points of Parity and

Points of Difference; Positioning Guidelines, Defining and Communicating the Competitive, Frame

of Reference, Choosing Points of Difference, Establishing Points of Parity and Points of Difference,

Sustaining Brand Equity



Subject Code:

MBA4M5

Subject Name:

Strategic Brand

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 2: Customer-Based Brand Equity 8 Hrs

The Brand Equity Concept; Customer-Based Brand Equity, Brand Equity as a Bridge; Making a

Brand Strong: Brand Knowledge; Sources of Brand Equity, Brand Awareness, Brand Image;

Building a Strong Brand. Defining and Establishing Brand Mantras, Core Brand Associations, Brand

Mantras; Internal Branding; Brand Audits, Brand Inventory, Brand Exploratory

Module 3: Choosing Brand Elements , leveraging secondary association to Build Brand Equity

8 Hrs

Leveraging Secondary Brand Associations: Conceptualizing the leveraging Process, Creation of

New Brand Associations, Effects on Existing Brand Knowledge; Company; Country of Origin and

Other Geographic Areas; Channels of Distribution; Co-Branding, Ingredient Branding; licensing;

Celebrity Endorsement, Potential Problems; Sporting, Cultural, or Other Events; Third-Party

Sources

Module 4 : Designing Marketing Programs 8 Hrs

New Perspectives on Marketing, Integrating Marketing Programs and Activities, Personalizing

Marketing, Reconciling the New Marketing Approaches; Product Strategy, Perceived Quality and

Value, Relationship Marketing; Pricing Strategy, Consumer Price Perceptions, Setting Prices to

Build Brand Equity; Channel Strategy, Channel Design, Indirect Channels, Direct Channels, Web

Strategies; Criteria for Choosing Brand Elements, Memorability, Meaningfulness, Transferability,

Adaptability, Protectability; Options and Tactics for Brand Elements, Brand Names, URLs, Logos

and Symbols, Characters, Slogans, Jingles, Packaging, Putting It All Together

Module 5: Developing a Brand Equity Management System, Capturing Customer Mind-Set and

Capturing Market Performance 8 Hrs

The New Accountability; the Brand Value Chain, Value Stages, Implications; Designing Brand

Tracking Studies, Establishing a Brand Equity Management System, Brand Equity Charter, Brand

Equity Report, Brand Equity Responsibilities; Qualitative and quantitative Research Techniques,

Brand Personality and Values, Brand portfolio, Brand Awareness, Brand Image, Brand Responses,

Brand Relationships; Comprehensive Models of Consumer-Based Brand Equity, Brand Dynamics;

Measuring Outcomes of Brand Equity: Comparative Methods, Holistic Methods,



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Module 7: Designing and Implementing Branding Strategies 6 Hrs

Brand Architecture, The Brand-Product Matrix, Brand Hierarchy, Building Equity at Different

Hierarchy Levels, Designing a Branding Strategy, Developing a Brand Architecture, Using Cause

Marketing to Build Brand Equity, Advantages of Cause Marketing, Designing Cause Marketing

Programs, Green Marketing; Introducing and Naming New Products and Brand Extensions:

Evaluate Brand Extensions.

Module 8: Managing Brands over Time, Geographic Boundaries and Market Segments

4 Hrs

Reinforcing Brands, Maintaining Brand Consistency, Protecting Sources of Brand Equity,

Revitalizing and reinforcing Brands, Expanding to global markets, Standardization versus

Customization, Global Brand Strategy, Global Customer-Based Brand Equity, Global Brand

Positioning; Building Global Customer-Based Brand Equity.

Recommended Reading

1. Strategic Brand Management, Building Measuring & Managing, Brand Equity – 2nd Ed Phi

/ Pearson Education – Kevin Lane Keller

2. Marketing Management - Philip Kotler

3. Successful Branding - Pran K Choudhary

4. Brand Positioning Strategies for Competitive Advantage -SubratoSen Gupta

5. Strategic Brand Management -Caperer

6. Behind Powerful Brands - Jones

7. Managing Indian Brands -S. Ramesh Kumar



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Course Objectives:

1. In social marketing, the goal is to improve a condition of public health or safety.

2. In using persuasion and the media to affect social change, those in the public health and

prevention fields have entered a new era.

3. We need to pay attention to a communication objective, identify a target audience, design a

compelling message, find support for it and look for success indicators.

Module 1: Social Marketing 6 Hr

Social Marketing, Concept Originate, Social Marketing Differ From Commercial Marketing and Nonprofit

Marketing, Public Sector Marketing, and Cause Promotions, Unique Value Proposition of Social Marketing,

Benefit from Social Marketing, and Impact of Social Marketing on Consumer, Corporate, Role of Social

Marketer's in Influencing Consumer, Upstream Factors and Midstream Audiences of Social Marketing.

Module 2: Strategic Marketing Planning Process and Situation Analysis 10 Hr

Marketing Planning: Process-and Influences, Steps to Developing a Social Marketing Plan, Sequential

Planning Process Important, Marketing Research Fit in the Planning Process, Tips for Success of Social

Marketing; Major Research Terminology, Steps in Developing a Research Plan, Research "That Won't

Break the Bank", Describe the Background, Purpose, and Focus of Your Plan, and, Conduct a Situation

Analysis

Module 3: Segmenting, Evaluating, and Selecting Target Audiences for Social Marketing 6 Hr

Select Target Audiences, Steps Involved in Selecting Target Audiences, Variables Used to Segment

Markets, Criteria for Evaluating Segments, Target Audiences Selection



Subject Code:

MBA4M6

Subject Name:

Social Marketing

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: Setting Behavior Objectives and Goals 6 Hr

Set Objectives and Target Goals, Behavior Objectives, Knowledge and Belief Objectives, Target Goals,

Objectives and Target Goals Are Only a Draft at This Step, Objectives and Target Goals Will Be Used for

Campaign Evaluation

Module 5: Crafting a Desired Positioning and Creating a Product Platform 3 Hr

Positioning Defined, Develop a Positioning Statement, Behavior-Focused Positioning, Barriers-Focused

Positioning, Benefits-Focused Positioning, Competition-Focused Positioning, Repositioning, Relationship

between Positioning and Branding, Product: The First "P", Develop the Social Marketing Product Platform,

Branding

Module 6: Price: Determining Monetary and Nonmonetary Incentives and Disincentives, Making Access

Convenient and Pleasant 3 Hr

Price: The Second "P", Determine Monetary and Nonmonetary Incentives and Disincentives, Setting Prices

for Tangible Objects and Services, Ethical Considerations Related to Pricing Strategies, Place: The Third "P",

Step 7: Develop the Place Strategy, Managing Distribution Channels

Module 7: Promotion: Deciding on Messages, Messengers, Creative Strategiesand Selecting

Communication Channels 4 Hr

Promotion: The Fourth "P", A Word About the Creative Brief, Message Strategy, Messenger Strategy,

Creative Strategy, Pretesting, Selecting Communication Channels, Traditional Media Channels,

Nontraditional and New Media Channels, Factors Guiding Communication Channel Decisions, Ethical

Considerations When Deciding on Messages, Messengers, Creative Strategies, and Selecting

Communication Channels

Module 8: Developing a Plan for Monitoring and Evaluation 3 Hr

Plan for Monitoring and Evaluation, What, How and When Will You Measure?, How Much Will It Cost?,

Ethical Considerations in Evaluation Planning

Module 9: Establishing Budgets, Finding Fundingand Creating an Implementation Plan and Sustaining

Behavior 3 Hr

Establish Budgets and Find Funding Sources, Determining Budgets, Justifying the Budget, Finding Sources

for Additional Funding, Appealing to Funders, Revising Your Plan, Ethical Considerations When Establishing

Funding, Complete an Implementation Plan, Phasing, Sustainability, Sharing and Selling Your Plan.



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Module 10: Identifying Barriers, Benefits, the Competition, and Influential Others 4 Hr

Identify Target Audience Barriers, Benefits, the Competition, and Influential Others, Collection of

Information about Target Audience, Develop Your Strategy, Potential Revision of Target Audiences,

Objectives, and Goals

Reference:

1. Andreasen, Alan R. ed. Ethics in Social Marketing

2. Donovan, Rob. Principles and practice of social marketing : an international perspective

3. French, Jeff, ed. Social marketing and public health : theory and practice

4. Goldberg, Marvin, et al. Social Marketing : Theoretical and Practical Perspectives

5. Kotler, Philip. Social Marketing: Strategies for Changing Public Behavior

6. SOCIAL MARKETING – Influencing Behaviors for Good – 4th Ed; Author: - Nancy R. Lee, Philip

Kotler

7. The SAGE Handbook of Social Marketing, Gerard Hastings, Kathryn Angus, Carol Bryant

8. Weinreich, Nedra Kline. Hands-on Social Marketing: A Step-by-Step Guide



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Course Objectives:

1. To understand fundamental concepts and principles of health care management, including the

basic roles, skills, and functions of Health care management.

2. To gain familiarity with interactions between the environment, technology, human resources, and

organizations for achieving high desired performance;

3. Be aware of the ethical dilemmas faced by managers and the functions of different functional

services.

4. To familiarize the learner with the basic and advanced concepts of Health Care Management

Module 1: Introduction – Health Care Services– Evolution of Health Care Systems in India & Abroad –

Evolution of Present Health Care Services in India. Health’s three persistent issues - access, cost and

quality. The roles of patients, physicians, hospitals, insurers, and pharmaceutical companies. Current

national health care policy initiatives and the interests of class members. Healthcare customer

segmentation, targeting and positioning. 6 Hrs

Module 2: Health Care Services: Comparative Health Care Systems: Focusing on financing,

reimbursement, delivery systems and adoption of new technologies for the products offered. Relative

roles of private sector and public sector insurance and providers, and the effect of system design on

cost, quality, efficiency and equity of medical services. 6 Hrs

Module 3: Law Related to Medical & Health Care Services– Consumer Protection Act, 1986, Right To

Information Act, 2002 , principles and practical applications of the laws that affect the operational

decisions of health care providers, development of markets for health care products and services the

social and ethical issues encountered in trying to balance the interests, needs and rights of individual

citizens against those of society.(1) health care management (antitrust law, and regulation of the drug

and medical device industry) or (2) selected issues of patients' rights (e.g. abortion, treatment of

terminal patients, etc.) 10 Hrs



Subject Code:

MBA4M7

Subject Name:

Health Care Services

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: Clinical Issues in Health Care Services -Doctors, Patients and Managers in Modern Society:

Development of Attitude & Motivation among Hospital Service Providers – Awareness of Health

Insurance – Role of Hospital Administrator. Analyze the patient, the doctor, and manager in light of

the patient-doctor interaction, the turbulent health care marketplace, expensive new technologies,

resource allocation, and ethics. 8 Hrs

Module 5: Planning and Designing functional Services- Executive suite, professional service unit,

financial management unit, Hospital information system, Human resource management, Public

relations department, marketing. 6 Hrs

Module 6: Pricing Products and Services – factors considered while setting prices, general pricing

approaches, pricing strategies, pricing considerations, price changes. 5 Hrs

Module 7: Health Services Delivery: A Managerial Economic Approach: The economics of direct-to-

consumer advertising and its effect on drug safety, defining and improving medical performance in

hospitals, specialization and investment in physical and human capital, and shifting of services

between inpatient and outpatient settings and its effect on health care costs and quality.

The nature of competition in home health care, public versus private provision of emergency medical

services. 4 Hrs

Module 8: Health Policy: Health Care Reform and the Future of the Health System: challenges facing

the health care system. Disciplines of health economics, health and social policy, law and political

science to elucidate key principles. 3 Hrs



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Course Objectives:

1. To sensitize the students to the importance & measurement of individual performance at work

2. Introduce to the different performance measurement & feedback approaches.

Module 1 8 hrs

Introduction: Definition of Performance Management, the Performance Management Contribution,

Dangers of Poorly Implemented PM Systems, Aims and Role of PM Systems, Characteristics of An Ideal PM

Systems, Performance Management Process, Performance Management and Strategic Planning.

Module 2: Performance Appraisal System Implementation 8 hrs

Defining Performance, Determinants of Performance, Performance Dimensions, Approaches to Measuring

Performance, Diagnosing The Causes of Poor Performance, Differentiating Task from Contextual

Performance, Choosing a Performance Measurement Approach. Measuring Results and Behaviors,

Gathering Performance Information, Implementing Performance Management System. Conducting

Appraisals: Skills Required, The Role of The Appraiser, Job Description and Job Specification, Appraisal

Methods, Raters Errors, Data Collection, Conducting An Appraisal Interview, Follow Up and Validation,

Module 3: Performance Management and Employee Development 5 hrs

Personal Development Plans, 360 Degree Feed Back as a Developmental Tool, Performance Management

and Reward Systems; Performance Linked Remuneration System, Performance Linked Career Planning and

Promotion Policy.

Module 4: Measuring Performance 5 hrs

Why to measure performance? Measuring performance: What to measure?; Criteria for performance

measure; Classification of measures; measuring organizational performance; The perspectives of the


Elective Human Resource Management IV

Subject Code:

MBA4H1

Subject Name:

Performance Management

and Competency Mapping

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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balance score card; EFQM Model; Outcome metrics – Economic Value Added (EVA); other economic

measures.

Competency Mapping

Module 5: Competency Method in Human Resource Management 5 hrs

Features of Competency Methods, Historical Development, Definitions, Approaches to Mapping and Case

Studies in Competency Mapping.

Module 6: Competency Mapping Procedures and Steps 6 hrs

Business Strategies, Performance Criteria, Criteria Sampling, Tools for Data Collection, Data Analysis,

Validating the Competency Models, Short Cut Method, Mapping Future Jobs and Single Incumbent Jobs,

Using Competency Profiles in HRDecisions.

Module 7: Methods of Data Collection for Mapping 6 hrs

Observation, Repertory Grid, Critical Incidence Technique, Expert Panels, Surveys, Automated Expert

System, Job Task Analysis, Behavioral Event Interview.

Module 8: Developing Competency Models from Raw Data 5 hrs

Data Recording, Analyzing The Data, Content Analysis of Verbal Expression, Validating the Competency

Models.

Recommended Books:

1. Herman Aguinis ; Performance Management; Pearson ; Second Edition

2. Varsha Dixit; Performance Management; Vrinda Publications ; Second Edition

3. Competency Based HRM, Ganesh Shermon, TMH, 1st Edition, 2004.

4. A handbook of Competency mapping - SeemaSangvi, Response Books, 2004.



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Course Objectives:

1. To learn the applied behavioral science discipline to improve organizations and the people

through the use of theory and practice of planned change.

2. To understand the strategies available for managers and help people and organizations to cope,

adapt, survive and prosper.

3. To understand the human side of organizations and find ways to increase the effectiveness of

individuals, teams and organization’s human and social processes.

Module 1: Organizational Change and OD 6 hrs

Dynamics of planned change, models and theories of planned change, Force field analysis, Types of

organizational change, triggers for change, factors leading to resistance to change, objectives and

strategies for implementing organizational change, Introduction of OD interventions to implement

organizational change initiatives.

Module 2: Conceptual Framework of OD 5 hrs

Overview of the field of OD, History of OD – Laboratory Training Stem - Survey Research and Feedback

Stem – Action Research Stem – Sociotechnical and Socio clinical Stem, Second Generation OD, Values,

Assumptions and Beliefs in OD.

Module 3: An overview of OD interventions 5 hrs

Classification of OD interventions, Managing Process of OD – System Diagnosis – Action/Intervention –

Evaluation – New Action, Steps in OD Program, Diagnostic tools and their appropriate usage in the

diagnostic process - Weisbord’s (Six Box) model for organizational diagnosis, Third - Wave Consulting, OD

Cube.



Subject Code:

MBA4H2

Subject Name:

Organizational Change and

Development

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 4: OD interventions 8 hrs

Team building Interventions – Teams and Work groups – The Formal Group Diagnostic Meeting – The

Formal Group Team Building Meetings – Process Consultation Interventions - A gestalt approach to team

building. Inter-group Team building Interventions - Third-party peacemaking interventions - Organization

Mirror interventions – Partnering. Training Based OD Interventions - Applied behavioral science, T-Group -

Behavioral modeling - Life and career planning - Coaching and mentoring - Instrumented training.

Module 5: OCTAPACE Model of climate survey. 8 hrs

Comprehensive OD Intervention – Beckhard’s Confrontation Meeting – Stream Analysis - Survey Feedback,

Systems 1 – 4T - Grid organization development – Schein’s Cultural Analysis – Trans organizational

Development. Structural Interventions – Sociotechnical Systems, Self – Managed Teams – Work Re-design

– MBO and Appraisal – Quality Circles – Quality of Work Life Projects – Parallel Learning Structures – TQM

– Reengineering – The Self Design Strategy – Large Scale Systems Change and Organizational

Transformation.

Module 6: Power and Politics in OD 6 hrs

The Role of Power and Politics in OD – Operating in Political Environment – Acquiring and Using Power

Skills – Power Base and Power Strategy Connection – Model of Power and Influence.

Module 7: Issues in Client Consultant Relationship 6 hrs

Entry and Contracting - Defining the Client System - The Trust Issue - The Nature of Consultant Expertise -

Diagnosis and Appropriate Interventions - Depth of Intervention - The Dependency issue and Termination

the Relationship - Ethical standards in OD

Module 8: The Future and OD 4 hrs

The changing environment - Fundamental strengths of OD - OD’s future – Leadership and Values –

Knowledge about OD – OD Training – Interdisciplinary Nature of OD – Diffusion of Technique – Integrative

Practice – Mergers, Acquisitions and Alliances.

Recommended books:

1. Wendell L French, Cecil H & Bell Jr. – Organizational Development – Behavioral Science

Interventions for Organization improvement (6e) – Pearson Education Asia, 1999

2. Cummings & Worley Organizational Development & Change – Thomson Learning, 7/e, 2002

3. S Ramnarayan, T V Rao &Kuldeep Singh – Organization Development – Interventions & strategies

– Response Books, 2003

4. Richard Bechard – Organizational Development: Strategies & Models – Addison Wesley Publishing.



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Course Objectives:

1. To explore the concepts and technique of the essential elements of International Human Resource

Management

2. To enable the students to recognize its critical issues. Also to update and let the students

understand the concept and to apply them in international complex business environment.

Module 1: Introduction to IHRM 5 hrs

Definition, reasons for going global, Approaches to IHRM, Difference between IHRM and Domestic HRM,

Reasons for emergence of IHRM, Models of IHRM-Matching model, Harvard Model, Contextual Model, 5P

Model European Model, Models of SHRM in Multinational Companies, Internationalization of HRM: Socio-

cultural context, Organizational dynamics and IHRM: Role of culture in International HRM, Culture and

employee management issues, Organizational Processes in IHRM, Linking HR to International expansion

strategies, The Challenges of International Human Resource Management.

Module 2: Strategies for International Growth 5 hrs

Exploiting global integration-The logic of global integration, differentiation, Mastering expatriation,

beyond the traditional expatriate model, the limits of global integration. Becoming locally responsive: The

roots of responsiveness, understanding diversity, responding to diversity, challenges of localization.

Managing alliances and joint ventures- meaning, need, different kinds of alliances, planning and

negotiating alliances, implementing alliances, supporting alliance learning, the evolving role of alliances.

Module 3: Recruitment, Selection and staffing in International context 7hrs

International Managers- parent country nationals, third country nationals, host country nationals,

advantages and disadvantages of different selection methods, different approaches to multinational



Subject Code:

MBA4H3

Subject Name:

International Human

Resource Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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staffing decisions, recruitment methods using head-hunters, cross-national advertising, e-recruitment;

Selection criteria and techniques, use of selection tests, interviews for international selection,

international staffing issues.

Module 4: Performance Management 7 hrs

A conceptual background, Constraints in goal attainment, performance management cycle, models,

performance and appraisal in IHRM appraisal of expatriate, third and host country employees, issues and

challenges in international performance management, country specific performance management

practices.

Module 5: Training and development in international context 7 hrs

Context Backdrop of international training, Current scenario in international training and development,

training & development of international staff, types of expatriate training, HCN training, Career

Development, repatriate training, developing international staff and multinational teams, knowledge

transfer in multinational companies.

Module 6: International Compensation 6 hrs

Forms of compensation and factors that influence compensation policy, key components of international

compensation, Approaches to international compensation, compensation practices across the countries,

social security systems across the countries, global compensation: emerging issues.

Module 7: International Labour Relations 6 hrs

Key issues, response of labour unions to MNCs. HRM practices in different countries- Japan, USA, UK,

Turkey, Middle East, India and China.

Module 8: HRM practices in different countries 5 hrs

Japan, USA, UK, Turkey, Middle East, India and China.

Recommended Books:

1. International Human Resource Management - Monir H. Tayeb, Oxford University Press, 2005.

2. International Human Resource Management - Peter J. Dowling, Denice E. Welch, Cengage

Learning



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Course Objectives:

To sensitize how psychological theories can be applied in organizational settings to improve individual,

team, and organizational performance.

On successful completion of the modules, students should be able to:

1. Gain knowledge about principles of Industrial psychology

2. Understand the relationship between proper application of organizational psychology principles

and individuals, teams, and organizational performance

Preamble

Introduction: Nature of Organizational Psychology, Sub- Fields and Scope, Hurdles in the way of

Organizational Psychology, Basic Concepts, Organizational Psychology in the Indian context.

Module 1: Work Groups& Teams 8 hrs

Groups at Work, Individual Performance in Groups, Developmental stages and their implications for group

work, Team Development Stages, Team Work and Psychological Attributes, Personnel selection for teams,

Self-concept and Personality type of members for effective team work, Developing Successful Teams.

Module 2: Organizational Attitudes and Behavior 9 hrs

Development of positive Psychological capital at workplace, Organizational Citizenship Behavior, The

Psychological Contract, Individual Responses to Downsizing, Psychology of Mergers and Acquisitions,

Antisocial Behavior in the Workplace.



Subject Code:

MBA4H4

Subject Name:

Industrial Psychology

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 3: Emotions & Stress at work 7 hrs

Emotions & Mood in the Organization, Emotions-Mood-Job Performance, Managing Emotions in times of

trauma, Emotional Dissonance & Labor. Stress, Extreme Products of Stress, Job Related & Individual

Personality Causes of Stress, Stress and Job Performance, Effects of stress, Stress Vulnerability, Theories

and models in stress, Approaches to Stress Management

Module 4: Emotional Labor 4 hrs

Emotions at workplace - Managing Emotions at Workplace – Emotional Intelligence: Emotional Display

Rules - Surface Acting, Deep Acting: Emotional Regulation - Behavioral display rules, Cognitive display rule,

Physiological display rules: Process Model of Emotional Labor Theory: Implications of Emotional Labor for

Managers.

Module 5: Employee Counseling 5 hrs

Employee Performance Counseling, Counseling Process, Manager’s counseling Role, and Techniques of

Counseling, Changing Employee Behavior through Counseling, Organizational Situations with a focus on

Performance Counseling.

Module 6: Morale & Monotony 5 hrs

Morale – Worker’s involvement & Commitment to work, Measurement, Factors affecting, External

Correlates, Attempts to improve Morale. Human Engineering - Principles of Human Performance,

Organizational Fatigue and its effects on Human Performance.Boredom & Monotony – Countering the

effects, Environmental Factors Affecting Human Performance

Module 7: Psychology & Absenteeism 6 hrs

Absenteeism – The Implications of Positive Psychological Capital on Employee Absenteeism – Voluntary &

Involuntary absenteeism, Models of employee absenteeism, Causes, effects, approaches to address

related issues.

Module 8: Interpersonal Relationships 4 hrs

The Dynamics of Interpersonal Relationships, Pro-social Behavior, Cooperation, Conflict, Managing

Organizational and Individual Conflict, Deviant Organizational Behavior

Recommended Books:

1. Behavior in Organizations – Jerald Greenberg, Robert A. Baron – 8th Edition, 8th Chapter

2. Industrial Psychology – P.K. Ghosh, M.B. Ghorpade – Himalaya Publication, 3rd Edition, 9th&

13thChapter

3. Organizational Behavior, Human Behavior at Work – John W. Newstrom, Keith Davis, TATA

McGRAW-HILL, 11th Edition, 15th Chapter

4. Psychology Applied to Work – Paul M Muchinsky – 6th Edition



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Course Objectives:

1. To understand Human Resource Management from a systemic and strategic perspective. 2. To delineate the concepts and characteristics of SHRM, its relationship with business strategies of

the organization, its several models with their effects on Core HR functions.

Module 1: 6 hrs

Introduction to Strategic HRM, need and importance; Introduction to business and corporate strategies;

Integrating HR strategies with business strategies; Developing HR plans and policies

Module 2: 5 hrs

Human Resource Environment; Technology and structure; Workforce diversity; Demographic changes

Temporary and contract labour; Global environment; Global competition; Global sourcing of labour; WTO

and labour standards

Module 3: 7 hrs

RECRUITMENT AND RETENTION STRATEGIES; Online recruitment; Employee referrals; Recruitment

process outsourcing; Head hunting; Executive education; Flexi timing; Telecommuting; Quality of work life;

Work - life balance; Employee empowerment; Employee involvement; Autonomous work teams

Module 4: 7 hrs

TRAINING AND DEVELOPMENT STRATEGIES: Creating a learning organization; Competency mapping;

Multi-Skilling; Succession planning; Cross cultural training



Subject Code:

MBA4H5

Subject Name:

Strategic Human Resource

Management

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Module 5: 6 hrs

PERFORMANCE MANAGEMENT STRATEGIES: Defining key result areas (KRA); Result based performance;

Linking performance to pay; Merit based promotions

Module 6: 6 hrs

REWARD AND COMPENSATION STRATEGIES : Performance based pay; Skill based pay; Team based pay;

Broad banding; Profit sharing; Executive Compensation; Variable pay

Module 7: 5 hrs

RETRENCHMENT STRATEGIES: Downsizing; Voluntary retirement schemes (VRS); HR outsourcing; Early

retirement plans; Project based employment

Module 8: 6 hrs

HUMAN ASPECTS OF STRATEGY IMPLEMENTATION: Behavioral issues in strategy implementation;

Matching culture with strategy; Human side of mergers and acquisitions; Leadership, power and politics;

Employee morale; Personal values and business ethics

Recommended Books:

1. Strategic HRM – Jeffery Mello, Thompson publication, New Delhi

2 .Strategic HRM – Charles Greer, Pearson education Asia, New Delhi

3 .Strategic HRM - Michael Armstrong, Kogan page, London

4 .Strategic HRM – Agarwal, Oxford university press, New Delhi

5. Human resource management – Garry Dessler, PHI, New Delhi



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Course Objectives:

1. Understand the concept of leadership, styles and theories.

2. Development of leadership skills and conceive the leadership potential in them-selves.

3. Application of leadership concepts through critical thinking.

Course Outcome:

1. Ability to know the different indicators used to assess leadership effectiveness. 2. Understand the concept of leadership and be able to explain how individuals can grow as leaders. 3. Apply the concept of leadership to values and ethical boundaries and know how leaders will

respond under pressure when challenged. 4. Analyze and develop appropriate solutions to organizational problems using leadership

approaches. 5. Assess the main ideas relating to strategic leadership and their impact on creating a high-

performing organization. 6. Propose a desired outcome with an accurate assessment of actual performance and hold others

responsible for predetermined outcomes.

Chapter 1: 5Hrs

Introduction to leadership – Leadership Effectiveness, Impact of Leadership on Organizational

Performance, Leadership Roles, a framework and levels of conceptualization of Leadership.

Chapter 2: 8Hrs

Leadership Approaches – Trait approach, Behavioral approach, Individualized Leadership, Contingency

approach: Fielder’s Contingency Model, Hersey Blanchard’s Situational Theory, Path-Goal Theory, The

Vroom-Jago Contingency Model and Substitutes for Leadership.


Elective Human Resource IV

Subject Code:

MBA4H6

Subject Name:

Leadership

Credit Distribution

L-3 T-0 P-0

CIE 50

SEE 50



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Chapter 3: 8Hrs

Personal Side of Leadership – The Leader as an Individual: Personality and Leadership Styles, Leadership

Mind and Heart: Leader capacity versus Competence, Developing leaders mind, Leading with Heart and

Mind, Leading with love Versus Leading with Fear, Courage and Moral Leadership: acting like a moral

leader, Leadership control versus service.

Chapter 4: 5Hrs

Followership: the role of followers, developing personal potential, sources of follower power, strategies

for managing up.

Chapter 5: 6Hrs

The leader as relationship builder – Motivation and Empowerment, Leadership Communication,

Developing leadership diversity.

Chapter 6: 5Hrs

Strategic Leadership – The Domain of Strategic Leadership, The Nature of the Vision, What Vision Does,

Common Themes of Vision, Requirements for an effective Vision, Mission, Framing a Noble Purpose,

Develop Strategies, Strategy Formulation and Implementation.

Chapter 7: 3Hrs

Leader’s Competencies – Leader’s key competencies: Intellectual, Future building, Management,

Relationship, Personal. Leader’s prime competencies: Time Management, integrity, predictive

management, proactive leadership for true breakthrough performance, assertiveness, the courage to be

different, innovation.

Chapter 8: 8Hrs

Contemporary issues in leadership – Authentic leadership, ethics and trust in leadership, challenges to the

leadership.

REFERENCES:

1. The Leadership Experience, Richard L Daft, Cengage Learning, 2nd Edition, 2002 2. Effective Leadership- Lussier/ Achus, Third edition, Thomson South Western 3. Leadership-Research findings, Practice, and skills, Andrew J Durbrin, Fourth edition, Biztantra,

2007 4. Leadership in Organizations, Gary Yukl, Pearson Education, 6th Edition 5. Strategic Leadership – R K Sahu, Himalaya Publications