syllabus 4th trisem

PGP_ISBE-A_SS_ IV_SEMESTER_2010 – 12 RELEASE DATE: SEPTEMBER 2011

PROGRAMME STRUCTURE

S No Subject Credits1. Marketing Research 22. Production Management & TQM 23. Rural & Social Marketing 14. Retail Management 15. Business Ethics 16. Distribution Management 17. CRM 18. Business to Business Marketing 19. Digital Marketing 1

HR & PERSONNEL MANAGEMENT ELECTIVES1 Strategic HR 42 Work Psychology 43 Performance Management & Appraisal System 44 International HRM 2

FINACIAL MANAGEMENT ELECTIVES1 Mergers & Acquisitions 32 Strategic Corporate Finance 33 Derivatives, Options & Futures 34 Project Appraisal 26 Multinational Business Finance 3


MARKETING RESEARCH

COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKSCOURSE CREDIT: 02

1. MANAGEMENT INFORMATION FOR MARKETING DECISIONS (3 HRS) Information & its uses in marketing decisions: Types of decisions (strategic operational,

tactical); information to support the decision; data needed by marketing manager with their sources (sales records, budgets for sales and marketing, reports on performance of various business segments / product groups; sales forecasts; casting data; published MR reports; in house marketing research; commissioned MR; electronic data); questions needed to be answered before information system is designed; steps involved in preparing information system (select, record, examine, develop, implement, maintain); data, information, and intelligence; decision making and information/data.

Forecasting: Market forecasts data needed (sales, market, demographic, economic, quantitative); sales forecasts; preliminary idea about methods of forecasting.

Marketing I.S: Meaning; classification; planning systems; control systems; marketing research systems; scanning and external monitoring systems.

Marketing Research: Marketing research; market research; marketing research activities, buyer behavior, research in 4P’s; stages involved in M.R.

Data: Meaning; sources (internal and external) for marketing intelligence; databases and technology; types of data (hard-specific) soft unstructured.

Cost and Value of information: Cost; benefit; value.

2. FORECASTING (3 HRS) What and why of Forecasts: Meaning; need for forecasting accuracy in forecasting; types:

macro, meso, micro.

Time Frames: short, medium, and long term; forecasting market demand.

Forecasting and Marketing Decisions: Areas of forecasting; relevance for marketing.

Methods: Sensitivity analysis; expert opinion, trend extrapolation; trend correlation; econometric modeling; cross impact analysis; multiple scenario, demand/hazard forecasting; qualitative methods (expert opinion, jury method; decision tree) network planning and forecasting.

3. MARKET INTELLIGENCE (3 HRS) Marketing Information system: Meaning; value of good information; outline of marketing

I.S; various uses: monitoring of environment, determination of customer attitude; monitoring of competitive behavior; reduction in financial risk; coordination of marketing


and sales plan; target promotional activities; evaluation of alternative decisions; measurement of performance.(If the students have already studied this subsection, it may be skipped)

Competitor Analysis: Competitor intelligence; scope; identification of competitors; 5 forces model of Porter to understand competition within the industry; competitor strengths and weaknesses; data sources for competitor analysis; setting up a competitor intelligence system.

Benchmarking: Customer service audit; preparation of customer service index; accounting for customers.

4. CONDUCTING MARKETING RESEARCH (6 HRS) Application Areas: Marketing research; market research; segmentation and market

research; consumer market research; customer profiling; product research; price research; placement research; promotion researchAdvantages and limitations

Sampling: What is a sample; why use a sample; how to take it (random sampling, deductive reasoning, inductive reasoning; samples and population, characteristics of population); sampling process; analysis of collected information; errors to avoid.

Data Collection: Methods (survey, observation, experimentation, simulation); Interviews (meaning; types), projective techniques; group interviews; synetics, questionnaire (designing & administration); shopping mall surveys; observations; panel research; experimental research.

5. PROCESSING AND ANALYSING DATA (6 HRS) Purpose Editing

o Field Editingo Central Editing

Coding & interpreting Datao Coding ruleso Code-Book Constructiono Coding Closed Questionso Coding Open Questionso “Don’t Know” Responses

Data Analysis Approacho Frequency tables, Bar charts, Pie chartso Histogramso Stem & Leaf Displayso Box plotso Transformation

Cross Tabulation


Non-parametric Measures of Associationo Measures for Nominal Datao Measures for Ordinal Data

Multivariate Analysiso Selecting the right multi-variate techniqueo Dependency Techniqueso Multiple Techniqueso Discriminate Analysiso MANOVAo Factor Analysiso Cluster Analysiso Conjoint Analysis

Determinant Analysis

6. RESEARCH REPORTS & PRESENTATION (2 HRS) Reporting research findings Findings, conclusions, and recommendations. Preparation of written reports and oral presentations Interpreting research reports

7. COMMISSIONING MARKET INTELLIGENCE (1HR) Engaging an external agency for research: why? How to select an external MR agency Briefing and dealing with the agency.

REQUIRED READING NARESH MALHOTRA: Marketing Research: an Applied Orientation (Pearson)


PRODUCTION MANAGEMENT & TQM

COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKSCOURSE CREDITS: 2

SECTION – A: PRODUCTION (AND OPERATIONS) MANAGEMENT(2/3 RD WEIGHTAGE)

1. MANAGING OPERATIONS (2 HRS) Nature and scope of production/operation management Relationship with other functional areas Standardisation and simplification Reliability and redundancy Value engineering Ergonomic considerations Product (and service) design for differentiation

2. PROCESS DESIGNING (5 HRS) Types of production systems and layouts Capacity requirements planning Facilities, location and influencing factors; evaluation of alternatives JIT, FMS, and Group Technology

3. PRODUCTIVITY AND WORK STUDY (5 HRS) Method study: Basic procedure, charts, diagram Work measurement & Time study Work sampling, learning curve, production standards Aggregate production planning; heuristic methods

4. PROCESS CONTROL (4 HRS) Inventory management: Basic concepts; selective inventory control models; ordering

systems. Material requirement planning; operations scheduling: Meaning, dynamic and static

scheduling Process control and acceptance sampling Maintenance: facilities; TPM

SECTION – B: TOTAL QUALITY MANAGEMENT(1/3RD WEIGHTAGE)

5. NATURE AND SCOPE (4 HRS) Introduction to total quality Framework for organizational quality Statistical quality control

6. TOTAL QUALITY AND BUSINESS ORGANIZATION (4 HRS)


Quality in customer supplier relationships Designing organizations for quality Designing, controlling, and improving organizational processes Tools and techniques for total quality Quality management systems

REQUIRED READINGS: UPENDRA KACHRU: Production & Operations Management Text and Cases (Excel

Books: 2007 Edition) JAMES R. EVANS: Total Quality (Cengage: 2005): Chs. 1,2,4,5,6, and7 S.N. CHARY: Production and operations management (TMH)

RURAL AND SOCIAL MARKETING


COURSE DURATION: 1 HR PER WEEK FOR 12 WEEKSCOURSE CREDIT: 01

SECTION – A: RURAL MARKETING

1. INTRODUCTION (1 HR) Definition; myths and realities of rural markets Characteristics of rural customer: Demographic and economic profile Rural market environment, including infrastructure Rural marketing and the 4 P’s: Problem areas Challenges of rural marketing

2. RURAL CONSUMER (1 HR) Rural market research Consumer behavior STP approach

3. STRATEGIES (4 HRS) Product strategies Pricing strategies Promotional strategies Placement strategies Innovations in rural marketing Future of rural marketing in India.

SECTION – B: SOCIAL MARKETING

4. BASIC ORIENTATION TO SOCIAL MARKETING (1 HR) Meaning & scope Planning process for social marketing Success formulae in social marketing field

5. ENVIRONMENT FOR SOCIAL MARKETING (1 HR) Researching for social marketing Mapping the internal and external environment Target audience and its readiness

6. STRATEGIES FOR SOCIAL MARKETING (4 HRS) Setting objectives and goals Desired positioning Creating a product platform Monetary and non-monetary incentives and disincentives Making access convenient and pleasant Developing the place strategy Promotional strategy


REQUIRED READINGS PRADEEP KASHYAP & S. RAUT: The Rural Marketing Book (Biztantra) PHILIP KOTLER & NANCY R. LEE: Social Marketing: Influencing Behaviors For

Good (Sage Publications )

RETAIL MANAGEMENT


http://www.flipkart.com/author/nancy-r-lee/


1. BASICS OF RETAILING (2 HRS) Definition, scope, and importance; organized vs. unorganized retailing; retail competition Retail life cycle Emerging trends in retailing Retail formats; retailing formats in India Retailing scenario in India Evaluation criteria / ratios for retail effort

2. RETAIL PLANNING (3 HRS) Information gathering and strategic planning; operation management Retail financial strategy Target market selection and retail location Store design and layout Visual merchandising and display

3. RETAIL MARKETING & MERCHANDISING (4 HRS) Merchandise planning, buying and handling Pricing, promotional, and communication MIX Customer service; gaps model; CRM

4. RETAIL MANAGEMENT INFORMATION SYSTEMS (2 HRS) Role of Technology in retailing MIS: Meaning and scope in retail Retail audits

5. NEW RETAILING FORMATS (1 HR) Direct selling Online retailing

REQUIRED READINGS LEVY & WEITZ: Retailing Management (TMH: Latest Edition) ET CDs on Retailing IMAGES YEAR BOOK ON RETAILING 2010/1

DISTRIBUTION MANAGEMENT


1. DISTRIBUTION PLANNING AND CONTROL (4 HRS) Role and function of intermediaries; their selection and motivation Distribution analysis, control, and management Channel dynamics: VMS, HMS, multichannel marketing system Channel conflict and their management


2. DISTRIBUTION SYSTEM AND LOGISTICS (6 HRS) Physical distribution system: Various decision areas Modes of transport in India; their characteristics Logistics management: Meaning; functional areas of logistics; logistics integration for

customer satisfaction Distribution costs management and customer service Supply chain management

3. INTEGRATION OF SALES AND DISTRIBUTION STRATEGIES (2 HRS) Customer Orientation and the sales management Customer orientation and distribution management Alignment of two types of strategies

REQUIRED READINGS: COUGHLAN, ANDERSON, STERN, AND EL-ANSARY: Marketing channels (PHI:

Latest edition). Relevant chapters For Indian perspective also read:

- S.L.GUPTA: Sales and Distribution Management (Excel)- P.VENUGOPAL: Sales and Distribution Management (Response)

CUSTOMER RELATIONSHIP MANAGEMENT


1. INTRODUCTION TO CRM (1 HR) Concept of satisfaction, dissatisfaction, and delight Starting point: Customer needs identification; meeting the needs; exceeding expectations:

transactional marketing to relational marketing


2. UNDERSTANDING AND DEFINING THE INTERNAL CUSTOMER (2 HRS) The triangle of marketing: internal, external, and interactive marketing Internal customer philosophy: Understanding internal customer needs, teamwork, and

employee care Involvement of employees in serving the external customer better

3. CUSTOMER ACQUISITION, MAINTENANCE, AND ENHANCEMENT (3 HRS)

Understanding changing customer needs, behaviour, and expectations Provision of service in a competitive environment Permission marketing and CRM Retention management strategies Attrition management

4. CUSTOMER RELATIONSHIP MANAGEMENT PROCESS (2 HRS) Technology as enabler Data warehousing and data mining E – CRM solutions

5. BUILDING AND DELIVERING A CRM PROGRAM (4 HRS) Setting up of CRM program objectives Estimation of resource needs, including finances Program delivery logistics: call centre, internet, web, etc.

REQUIRED READINGS: S. SHAJAHAN: Relationship Marketing (TMH) G. SHAINESH & JAGDISH N. SHETH: Customer Relationship Management

(Macmillan)

BUSINESS TO BUSINESS (B2B) MARKETING


1. B2B MARKETING: OVERVIEW (1 HR) Nature and scope of B2B marketing Basics of industrial marketing Difference between consumer marketing and industrial marketing

2. UNDERSTANDING CUSTOMER & ITS ENVIRONMENT (3 HRS)


Organisational buying behaviour Organising for the buying function Managing buyer seller relationship Researching the industrial markets

3. ORGANISING THE MARKETING FUNCTION (8 HRS) Market segmentation strategy Product decisions for industrial products Management of new industrial products Pricing strategy for new products Pricing strategy in a competitive environment Communication for industrial markets Industrial products distribution Commercial aspects of industrial marketing Industrial selling

REQUIRED READING P. K. GHOSH: Industrial Marketing (OUP): Relevant chapters only.

WORK PSYCHOLOGY


1. PSYCHOLOGICAL PROCESSES IN WORK CONTEXT (4 HRS) Framework of work psychology; methodology to understand it Biological basis of human behaviour at work


Development, learning, perception, cognition, motivation, attitude formation, and action Attraction and application Aggression and conflict at workplace Working in groups

2. PERSONALITY IN WORK CONTEXT (4 HRS) Personality: Meaning; dimensions; psychodynamic, behaviouristic, dimensional,

humanistic / phenomenological and cognitive perspective Psychopathology Work adjustment

3. INDUSTRIAL PSYCHOLOGICAL RESEARCH (4 HRS) Industrial Psychology: Foundations; research methods involved Descriptive statistics: Central tendencies, dispersions, correlation, regression,

distributions Inferential statistics: Sampling distribution and hypothesis testing Practical application of statistical tools for conducting psychological research

4. ORGANIZATIONAL PSYCHOLOGY (4 HRS) Individual as the focus of organizational working Group behaviour Organizational processes and dynamics

5. ENVIRONMENTAL PSYCHOLOGY (4 HRS) Environmental perception, cognition, and attitudes Environmental stressors; relevance of territorial, private, and personal space to

environmental behaviour

6. PSYCHOLOGICAL ADJUSTMENTS IN THE WORK CONTEXT (4 HRS) Work and psychological well being Work life balance and its work psychology implications Work maladjustment & psychological adjustments Work dysfunctions and other work related & organizational adjustments problems Strategies to manage and promote organizational and employee well being; individual

methods to promote the psychological health in workplace

7. WORKPLACE DIVERSITY (4 HRS) The diversity mosaic: Meaning and sources National culture and functioning of organization Role of an individual in diversity Prerequisites for the effective functioning of a diverse force Promotion of diversity to enhance organizational performance Management of diversity to preserve performance

8. INDUSTRIAL PSYCHOLOGY TESTING AND ASSESSMENT (8 HRS) Psychological testing: Meaning, scope, and effectiveness


Principles involved: Norms and meaning of test scores, reliability, validity, and item analysis

Ability testing: Individual tests; tests for special populations; group testing Personality testing: Self assessment personality inventories; measurement of interests and

attitudes; projection techniques Application of testing; ethical and social considerations involved

9. PERSONNEL PSYCHOLOGY (8 HRS) Criteria: Standards for decision making, job analysis, job evaluation Predictors: Psychological tests and inventories, interviews, assessment centres, etc. Personnel decision: A model of personnel decisions, recruitment, selection, placement,

training and development (see the note below as well)

10. INDIVIDUAL DIFFERENCES AND WORK PERFORMANCE (4 HRS) Demographic, personality, and cultural factors contributing to individual differences Individual differences in the work context Individual difference in goal striving, work motivation, and work satisfaction Individual differences and decision making behaviours Individual differences and organizational withdrawls

Important: Ideally topics like Learning, career management, group dynamics, etc. are also covered under work psychology. But these find a suitable coverage elsewhere in our credit courses. Hence their exclusion here.

REQUIRED READINGS SCHULTZ: Psychology and Work Today (Pearson) MATTHEWMAN, ROSE, AND HETHERINGTON: Work Psychology: An

Introduction to Human Behaviour in the workplace (OUP: 2009)

PERFORMANCE MANAGEMENT & APPRAISAL SYSTEM


1. INTRODUCTION TO PERFORMANCE APPRAISAL (4 HRS) Performance appraisal: Meaning, purpose, and scope Pros, Cons and reputation of performance appraisal Legal aspects of performance appraisal systems Performance coaching and performance appraisal

H. R & PERSONNEL MANAGEMENTELECTIVE


2. PERFORMANCE PLANNING (4 HRS) Performance planning: Definition Performance planning and manager’s as well as employee’s responsibilities The performance –planning meeting Results versus behaviours Determining key job responsibilities Goal setting & goal statement; SMART objectives Performance management system: Definition and workforce processes, viz., career

planning, compensation management, and separation planning

3. PERFORMANCE EXECUTION (4 HRS) Performance execution: Meaning, and scope Performance execution & managerial and employee responsibilities Performance tracking Performance enhancement: Motivators

4. PERFORMANCE ASSESSMENT (8 HRS) Role of performance assessment; responsibilities of employee, manager, and top

management Performance assessment: Ensuring reliability and validity Performance appraisal: Self, 3600 , web based Evaluating the appraisals Avoidances of biases in appraisal process Rating scales and rating errors Extenuating circumstances Appraisal reports

5. PERFORMANCE REVIEW (6 HRS) Tools and techniques for review Roles of employee and manager in review process Process of review; cares to be taken Tricky situations during review Closure of review process

6. THE PERFORMANCE APPRAISAL (6 HRS) Determination of core competencies & job analysis before appraisal Designing of appraisal format and form Ratings and weightage of various yardstick Interpretation of scores Methods of Appraisal: Straight ranking, paired comparison, critical incident, behaviorally

anchored rating scale, MBO Reasons for failure of performance appraisal

7. THE PERFORMANCE APPRAISAL PROCESS (6 HRS) Designing and establishment of process


Stakeholder expectations Management training requirements for performance appraisals Maintaining and monitoring the appraisal system Inter-and intra-rater reliability

8. BUILDING PERFORMANCE EXCELLENCE (6 HRS) Factors leading to excellence in work Creating development plans that work for the employees Management and employee responsibilities in development Using the job as part of the development process Problem employees Identifying gaps between desired and actual performance Getting a buy in to change Documenting change discussions Attitude and attendance problems

9. PERFORMANCE COUNSELING (4 HRS) Objectives of counseling Conditions for effective counseling Sequential process of performance counseling Making counseling effective

REQUIRED READING T V RAO: Performance management and Appraisal Systems (Response) HERMAN AGUINIS: Performance Management (Pearson Education) 2007 TV RAO & OTHERS: 360 Degree Feedback and Assessment, Vol-I,II, and III (Excel)

INTERNATIONAL HUMAN RESOURCE MANAGEMENT


1. INTRODUCTION TO IHRM (3 HRS) Meaning and scope; reasons for going global Difference between domestic HRM and IHRM Forces of change and global work environment Organizational dynamics and IHRM: Role of culture in international HRM, culture and

employee management issues, organization processes in IHRM, linking HR to international operations

H. R & PERSONNEL MANAGEMENTELECTIVE


Challenges of IHRM International HRIS

2. THE ORGANIZATIONAL CONTEXT (2 HRS) Introduction; path to global status Control mechanism in an organization: Formal (reporting, structure, etc) and informal

(culture, etc) Mode of operation of a firm in international context

3. IHRM: RECRUITMENT, SELECTION, AND TRANSFERS (4 HRS) Issues in staff selection Staffing and international allocation of human resources Approaches to staffing: Ethnocentrism, polycentrism, geocentrism, regiocentrism Transfer to staff for international business activities: International assignments Expatriates and their roles Role of non – expatriates Corporate HR Recruitment, selection, and staffing in international context: International managers

(parent country nationals, host country nationals, third country nationals); recruitment methods and selection criteria and techniques for international workforce.

Selection criteria Issue of female expatriates Performance of expatriates: Influencing factors

4. TRAINING AND DEVELOPMENT (2 HRS) Scope of T&D in IHRM Role of expatriate training Components of effective pre departure training programs Effective of pre departure training Development of staff through international assignments

5. COMPENSATION (3 HRS) International compensation: Forms, factors influencing, compensation practices, social

security systems. Objectives of international compensation Key components of an international compensation program Approaches to international compensation Global compensation: Emerging issues

6. RE-ENTRY AND CAREER ISSUES (2 HRS) The repatriation process Individual reaction to re-entry Multinational responses Designing a repatriation program


7. GLOBAL HR ISSUES (3 HRS) HRM in the host country context Standardization and adaptation of work practices Retaining, developing, and retrenching staff HR implications of language standardization Monitoring the HR practices of host country subcontractors

8. PERFORMANCE MANAGEMENT (3 HRS) Introduction: Performance appraisal and management Multinational performance management Performance management of international employees, expatriates, third, and host country

employees Performance appraisal of international employees Appraisal of host country nationals (HCN) employees Issues and challenges in international performance management

9. NEW DEVELOPMENTS & IHRM (2 HRS) HR and global organizational capability HR and business process outsourcing Managing HR from a distance

REQUIRED READINGS: PETER J. DOWLING & DANICE E. WELCH: International HRM (Cengage

Learning)OR

BREWSTER, SPARROW & VERNON: International HRM (Mc Graw Hill: 2007)

syllabus 4th trisem

Documents

host country

customer relationship

total quality

distribution

market research

performance

retailing

rural marketing