Indira School of Business Studies

Syllabi

Postgraduate Diploma in Management - Marketing

2010-2012

Office of the Director:

Indira School of Business Studies

89/2-A, New Mumbai-Pune Highway
Tathawde
Pune-411033
Maharashtra

Tel: 020-22932213/14/15, 66759400, 66759404

Fax: 020-22932217
Website: www.indiraisbs.ac.in
Introduction

The name of the course is “Post Graduate Diploma in Management-Marketing”

Objectives

The basic objectives of the PGDM-M courses are:

 To promote a learning environment that welcomes and honors men & women from diverse
cultures for involving themselves in intellectual inquisitiveness, explore knowledge dimensions
for future application in industry business and life.
 To develop managers and entrepreneurs in the field of management , who can serve as engines of
national and global economic growth and innovation
 To foster strategic alliance with industry for research and its application.
 To inculcate the ethical, social and moral values in which is basis of humane social order.

Eligibility

Candidates who possess a bachelor’s degree in any stream (3/4 Year) from any statutory university with
atleast 50% marks (45% in case of candidates belonging to SC/ST/OBC/VJ/NT of Maharashtra state
only)

Admission Process

Candidate has to appear in CEE, which is generally scheduled in the month of May every year. It
comprises of Written Test, followed by Essay Writing, Group Discussion & Personal Interview on the
same day. Those candidates, who have also appeared in CAT/XAT/MH-CET and scored 80 percentile &
above are exempted from appearing in Written Test.

Number of Lectures:

The number of lectures held per subject is 40. Each lecture session is constituted of 1 hr. The details of
the session by session coverage of topics is given in the accompanying Roll out sheets

Marks:

Marks are allotted on the basis of theoretical as well as practical subject knowledge. 60 marks are allotted
for final written examination. And 40 marks are allotted on the basis of internal evaluation of the
performance of the student in the subject throughout the semester, which comprises case studies,
presentation, field works, objective tests & Mid-sem examination etc.
 Syllabus Layout

Post Graduate Diploma in Management – Marketing (PGDM-Mktg)

Academic Year 2010-2012

FIRST SEMESTER SECOND SEMESTER

M101 PPM & Organizational Behavior M201 Financial Management
M102 Management Accounting M202 Production and Operations Management
M103 Managerial Economics M203 Management Information System
M104 Statistics and Quantitative Techniques M204 Sales & Distribution Management
M105 Legal Aspects of Business M205 Market Research
M106 Marketing Management M206 Marketing of Services
M107 Computer Fundamentals M207 Innovation and Entrepreneurship
M108 Human Resource Management M208 Business Sustainability
M109 Business Communication M209 Consumer Behavior
THIRD SEMESTER FOURTH SEMESTER
M301 Management Control System M401 International Business Mgmt
M302 Business Policy & Strategic Management M402 Project Management
M303 Summer Internship Project M403 Strategic Marketing
M304 Business to Business Marketing M404 International Marketing
M305 Integrated Marketing Communication M405 Rural Marketing
M306 Retail Management M406 Customer Relationship Management
M307 Product & Brand Management M407 Cases in Marketing
M308 Logistics & Supply Chain Management
 P R E FA C E

The Syllabus Book presents the broad objectives, structure, and contents of our two-year Postgraduate
Diploma. The syllabus is directional in scope and permits the much desirable flexibility to keep pace with
the ever-growing body of knowledge, experiments and explorations in management education with
special emphasis towards the human side of enterprise.

The programme (PGDM-Mktg) is approved by ‘All India Council for technical Education’.

Director
Indira School of Business studies
 M101 - PRINCIPLES AND PRACTICES OF MANAGEMENT

(Half Credit course along with Organization Behavior )

Objectives:

The purpose of this foundation course is to acclimatize students coming from various streams about the
basic nuances of management both as a science and as an art. The position taken is that whereas
management is a science of decision making it is the art of decision executing. There is a technical
element as well as a human element in management. This course sets out the general theme on which
students will understand both of these elements at length during the next three semesters.

Topics:

1. Basic concepts of management

a. Definition – Need and Scope
b. Different schools of management thought – Behavioral, Scientific, Systems, and
Contingency
2. Contribution of Management Thinkers
a. Hawthorne’s exp, F.W Taylor, Henry Fayol, Elton Mayo
3. Management Skills, Roles, Functions
a. The management system, Managerial skills, Managerial roles
4. Social Responsibility & Management Ethics
a. Ethics & Business
b. Meaning of social responsibility
5. Planning
a. Definition, Nature & Importance of planning, Advantages &disadvantages
b. Types of plans
c. Planning Procedure
d. MBO
6. Decision-Making
a. Types of decisions
b. Decision making process
c. Individual & group decision making
d. Problems in decision making
7. Organizing
a. Definition, Nature & importance of organizing
b. Principles of organization structure
c. Organizational Structures
d. Delegation and Departmentalization
e. Authority & Responsibility, Span of control
8. Staffing
a. Definitions- Concept, Nature, Importance
b. Human Resource Planning
9. Leading & Directing
a. Concept, Nature, Importance
b. Leadership theories - Managerial grid
 c. Different styles of leadership
d. Leadership vs. Management.
e. Motivation
10. Controlling
a. Concept, Nature, Importance
b. Process of controlling
c. Scope of Controlling
d. Control Techniques
11. Latest trends in management
a. Changing environment and its effects on Management
b. Concept of Knowledge worker.

Core Text Books:

1. Essential of Management: Koontz & Wehrich

2. Management: Principles & Application – Ricky Griffin

Reference Books:

1. Principles & Practices of Management :- L. M. Prasad

2. Management Concepts & Cases :- Andrew Durbin
3. Principles of Management :- Richard Daft
4. Personnel Management :- C. B. Mamoria

M101 - ORANISATIONAL BEHAVIOUR

(Half credit course along with PPM)

Your work life will involve working with, in, or for organizations, and, very likely at some point, creating
your own business enterprise and/or a service organization to help your community. The purpose of this
course is to help you understand how people and organizations function, based on the latest social science
research on work, workers, and organizations.

Objectives:

 To help you learn how to effectively manage your relationships with coworkers, managers,
subordinates clients and customers to begin acquainting you with the ever-growing body of
evidence that will be available to you throughout your career regarding effective organizations
and management practice.
 So that you can ultimately become a literate, well-informed professional, able to make decisions
that reflect best available evidence regarding effective practice.

HIGHLIGHTS OF THE COURSE

 Organizational behavior: defining the field

 Historical perspective
 Methodological foundations of organizational behavior
 Personality development and attitudes
  The cognitive basis of individual behavior
 Motivation: Theory and selected research
 Introduction to small group behavior
 Leadership behavior and effectiveness
 Inter-group analysis: Co-ordination and conflict
 The organization and the individual
 Environments, organizations and behavior
 Power relations in organizations
 Performance evaluation and organizational effectiveness
 Planned change and organizational development

Topics:

1. INTRO & SCOPE

a. Concept and Nature
b. Characteristics
c. Conceptual Foundations and Importance
d. Models of Organizational Behavior
e. Contemporary OB

2. ORGANIZATIONAL DESIGN
a. Organizational Structure
b. Organizational Culture
c. Organization Change
d. Organizational Development
e. Innovation and Creativity in Organizations

3. PERCEPTION AND ATTRIBUTION

a. Concept and Nature
b. Process, Importance
c. Management and Behavioral Applications of Perception

4. ATTITUDE
a. Concept
b. Process and Importance
c. Attitude Measurement
d. Attitudes and Workforce Diversity

5. PERSONALITY
a. Concept and Nature
b. Types and Theories of Personality
c. Shaping Personality
d. Attitude
e. Job Satisfaction

6. LEARNING
a. Concept and Theories of Learning
b. Learning Process
7. LEADERSHIP
a. Concept
b. Function
c. Style and Theories of Leadership-Trait, Behavioral and Situational Theories.

8. DECISION MAKING
a. Nature and types of Decision Making
b. Models of Decision Making

9. MOTIVATION
a. Concept and importance
b. Theories of Motivation
c. Process of Motivation
d. Techniques of Motivation

10. GROUP AND TEAM DYNAMICS

a. Nature and type of Groups
b. Pitfalls of Group
c. Group Development
d. Group Functions
e. Team: Nature
f. Effective Teamwork
g. Group vs. Team

11. ORGANISATIONAL POWER AND POLITICS

a. Concept
b. Sources of Power
c. Distinction between Powers
d. Authority and Influence
e. Approaches to Power
f. Political Implications of Power: Dysfunctional Uses of Power
g. Emotional Intelligence in Contemporary Business Organization

12. ORGANISATIONAL CHANGE MANAGEMENT

a. Concept and Nature
b. Forces responsible for Change
c. Resistance to change
d. Managing resistance to change
e. Implementing Change

13. CONFLICT
a. Concept
b. Sources
c. Types
d. Functionality and Dysfunctionality of Conflict
e. Classification of Conflict: Intra, Individual, Interpersonal, Intergroup and Organizational
f. Resolution of Conflict
g. Meaning and Types of Grievance
h. Process of Grievance Handling
14. STRESS
a. Understanding Stress and Its Consequences
b. Causes of Stress
c. Managing Stress
BEHAVIORAL NORMS:

 Individual Participation: You are expected to come prepared to ask questions that add to your
understanding of the course materials as well as that of your fellow students. You will be asked to
complete some assignments that are not graded. If they are completed, you will be one step
further along on your personal journey toward enlightenment. What an incentive system!
 Readings: You are expected to read all assigned readings and while doing so, you should
continually ask yourself the following two questions:
o Do I understand the theory and/or principles of this material?
o So what? What are its implications? How would I apply this as a manager?
 You are asked to actively participate by raising these questions as well as others during our class
time.
 All assigned readings should be completed prior to the class for which they are specified.
Readings will be briefly reviewed to check for understanding at the beginning of each class. Be
prepared to answer questions regarding the readings and more importantly to ask them.

Core Text Books:

1. Stephen P. Robbins, Essentials of Organizational Behavior, 8th edition. (Pearson/Prentice

Hall 2005)
2. Organizational Behavior by Fred Luthans

Reference Books:

1. Organizational Behavior – Human Behavior at work by John W Newstrom and Keith Davis
2. Newstrom John W. - Organizational Behaviour: Human Behavour at Work (Tata Mc Graw
Hill, 12th Edition)
3. Luthans Fred - Organizational Behaviour (Tata Mc Graw Hill)
4. Mc Shane L. Steven, Glinow Mary Ann Von & Sharma
5. Radha R. - Organizational Behaviour (Tata Mc Graw Hill, 3rd Edition).

M102 - MANAGERIAL ACCOUNTING

Objectives:

The globalization process has changed the focus of business & industry all over the world. Customer’s
satisfaction is a driving force of all economic activities. This is possible only when an enterprise can
provide goods or services to the customers, of the best quality at the least price. There fore the Cost
Management has now become the primary function. This Fundamental level course aims at developing an
understanding of Financial & Cost Accounting techniques that could be utilized for decision making &
Control.

In the interest of clarity and cogency we shall follow one text book: All students are expected to diligently
read it and develop the habit of using the library. From this habit will grow the need to consult other
books on the subject. The roll out sheet accompanying this Syllabus will explain how the course shall
progress step by step.

Topics:

1. Basic Terms
a. Business, Profit, Reserve , Dividends, Sources of Funds, Liabilities of Company, Assets of Company, Type of
Expenditures, Freight or Carriage , Discount , Other important terms
2. Basic Concepts
a. Form of Business Organization, Meaning ofAccountancy , Significance ofAccounting
b. Users of accounting information ,Accounting Principles or Concepts
c. Accounting Standards (A.S.) , Accounting Policies , GenerallyAcceptedAccounting Principles (G.A.A.P.),IFRS
d. Methods of accounting , Accounting Equation
3. Mechanics Of Accounting
a. Accounting Equation , Journal , Subsidiary Books , Format of subsidiary Books , Cash Book , LedgerAccounts ,
Trial Balance
b. Final Accounts of Companies ( By Vertical Balance Sheet Format )
4. CostAccounting
a. Basic Concepts & Terms- Meaning & Significance of costing
b. Relationship with FinancialAccounting - Elements of Cost - Preparation of Cost Sheet.
5. Accounting Of Cost Components (Materials ,Employees & Overheads)
6. Material Cost
a. Meaning, meaning of inventory
b. Material stock control-FIFO, WACO, Inventory levels, JIT,ABC analysis
7. Marginal Costing
a. Features of marginal costing, Break EvenAnalysis
b. Applications of Marginal Costing in decision making
8. Standard Costing
a. Process, Variance analysis, Problem solving
9. Budgetary Control
a. Meaning of budget, budgeting & budgetary control
b. Problem solving.

Note - Problems would be covered on the following topics

1. Cost Sheet preparation

2. Inventory Levels - Reorder, Minimum & Maximum level. ABC analysis, EOQ.
3. Simple problems on concepts of Marginal Costing and Applications of Marginal Costing.
4. Simple Problems on Materials Cost, Labor Cost & Sales Variances.
5. Flexible Budgets Purchase budget, Sales budget.

Core Text Books:

1. Management Accounting: Satish Inamdar

2. Financial Management : I.M.Pandey

Reference Books:

1. Financial Accounting (Sec.I) – Tulsian

 2. Cost Accounting (Sec. II) – Jawahar Lal

M103 - MANAGERIALECONOMICS

Objectives:

The basic objective of this course is to understand the micro economic dimensions which are a must for
making good management decisions. With the advent of the LPG era, it has become imperative for
companies not only to become customer oriented and understand market properly but also to become
conscious of its own costs. This course is aimed at helping the student understand the multitude of
microeconomic dimensions associated with management decision making

Topics:

1. Introduction to Managerial Economics

a. Definition of ME
b. Scope of ME
c. Nature of ME
2. Theory of Demand & Analysis of Demand
a. Law of Demand
b. Demand Function
c. Elasticity of Demand
d. Types of Demand
e. Demand Forecasting & Its Techniques
3. Cost Concepts
a. Money Cost
b. Real Cost
c. Opportunity Cost
d. Fixed Cost
e. Variable Cost
f. Total Cost
g. Average Fixed Cost
h. Average Variable Cost
i. Marginal Cost
4. Theory of Production
a. Production Function
b. The Law of Variable Proportions
c. Returns to Scale
d. Internal & External Economics
e. Internal & External Dis- Economics
5. Pricing Policies/Methods
a. Cost-Plus Pricing
b. Pioneer Pricing
c. Going Rate Pricing
d. Customary Pricing
e. Price Leadership
f. Non-Price Competition
 6. Theory of Markets-Pricing & Output Decisions
a. Perfect Competition
b. Monopoly
c. Monopolistic Competition
d. Oligopoly
7. Theories of Profit
a. Risk Theory of Profit
b. Uncertainty Theory of Profit
c. Innovation Theory of Profit
8. Economic Reforms

Core Text Book:

1. Managerial Economics- D.M. Mithani

Reference Books:

1. Managerial Economics - H.L. Ahuja

2. Managerial Economics- Varshney & Maheshwari
3. Managerial Economics - Keat & Young
4. Managerial Economics - Petersen, Lewis & Jain.
5. Managerial Economics – P.L MEHTA
6. Managerial Economics- G.S GUPTA

M104 - STATISTICALAND QUANTITATIVE TECHNIQUES

Objective:

In the world of industry and business executive decisions are usually taken under conditions of
uncertainty. Understanding of and application of statistics helps us to reduce this level of uncertainty
making the process of decision making more objective. The purpose of this foundation course is to
acclimatize students with statistical thinking to enhance understanding of how life works, allows control
over some societal issues, and help individuals make informed decisions when they graduate from ISBS.
In the interest of clarity and cogency we shall follow only standard text books listed as Core Text Book.
All students are expected to diligently apply necessary theory and methods of carrying out various
techniques and analysis and develop the habit of using the library. From this habit will grow the need to
consult numerous other books on the subject. The roll out sheet accompanying this Syllabus will explain
how the course shall progress step by step.

Topics:

1. Arranging data to convey meaning

a. Tables, Graphs and Frequency Distribution
2. Measures of Central Tendency
a. Arithmetic Mean, Median, Mode. Measures of Dispersion – Range, Quartile
b. Mean Deviation, Standard Deviation, Coefficient of Variation.
3. Correlation
a. Karl Pearson coefficient & Rank correlation
b. Partial & Multiple correlation. Simple and Multiple Regression (Linear) – Equation and
prediction
 4. Probability
a. Concept, Bayes’ theorem. Probability Distributions - Binomial, Poisson and Normal
5. Linear Programming
a. Formulation. Graphical solution, Transportation & Assignment Problems – all methods
6. Queuing Theory
a. Single Server ( M/M/I , Infinite, FIFO)
7. Simulation techniques
a. Monte Carlo Simulation
8. Games Theory
a. 2x2 zero sum game with dominance
b. Pure Strategy and Mixed Strategy
9. Decision Theory
a. Decision making under risk (EMV criteria) and Decision making under uncertainty

Core Text Books:

1. Srivastava T. N. and Rego Shailaja

2. Statistics for Management
3. Tata McGraw-Hill Publishing Co. Ltd., New Delhi, 2008.

Reference Books:

1. Vohra N. D., Quantitative Techniques in Management, Tata McGraw-Hill Publishing Co. Ltd.,
New Delhi, 3rd Edition, 2007.
2. Tulsian P. C., Pandey Vishal, Quantitative Techniques: Theory & Problems, Pearson Education
India, 1st Edition.
3. Statistical Methods - S.P.Gupta
4. Statistics for Management - Levin and Rubin

M105 - LEGALASPECTS OFBUSINESS

Objectives:

Business Organizations are expected to behave legally and ethically. Ignorance of law is not an excuse
and therefore it is very important for managers to understand the legal dimension of business operations.
This course is aimed at orienting the students towards various aspects of law of the land relevant to
business and covers a gamut of acts pertinent to Indian Business context.

Topics:

1. The Contract Act, 1872 - Part I

a. Nature and Classification of Contracts- Essential Elements of a valid contract.
b. Offer and Acceptance-Consideration-Valid Consideration-Capacities of Parties.
c. Provisions relating to free consent, valid agreement.
d. Provision relating to performance and discharge of contract.
e. Breach of contract-Meaning and remedies.
f. Contingent Contracts, Quasi-contracts.
2. The Contract Act, 1872 - Part II
a. Contracts of Indemnity-Meaning, Nature-Right of Indemnity Holder and Indemnifier
 b. Contracts of Guarantee – Meaning, Nature and Features – Types of Guarantee –
Provisions relating to various types of Guarantee
c. Surety and Co-Surety – Rights and Liabilities – Discharge of Surety from his liability.
d. Agency - Agent and Principal – Creation of Agency – Ratification of Agency –
Classification of Agents – Relationship between Principal, Agent, and Sub-agent –
Agent’s Authority – Revocation and Renunciation – Rights, Duties and Liabilities of
Agent and Principal
3. Sales of Goods Act, 1930
a. Contract fro Sale of Goods – Meaning – Sale of Goods and Agreement to sell –
Essentials of a contract of sale – Formalities of a contract of sale and hire agreement.
b. Provisions relating to conditions and Warranties.
c. Provisions relating to transfer of property or ownership.
d. Provisions relating to performance of contract of slae-Right of Unpaid seller
e. Remedial measures.
f. Provisions relating to Auction Sale.
4. The Negotiable Instrument Act, 1881
a. Negotiable Instruments – Meaning, Characteristics, Types, Parties – Holder and holder in
due course.
b. Negotiation and Types of Endorsements.
c. Dishonor of Negotiable Instrument – Noting and Protest.
5. The Companies Act, 1956
a. Company – Definition, Meaning, Features and Types of Companies.
b. Incorporation of Company – Memorandum of Association, Articles of Association and
Prospectus.
c. Share Capital –Shareholder-Directors – Company Meetings.
6. The Consumer Protection Act, 1986
a. Definition of Consumer, Person, Goods, Service, Trader, Manufacture – Meaning of
consumer Dispute, Complaint – unfair trade practices, Restrictive Trade Practices.
b. Consumer Protection Councils and Consumer Disputes Redresser Agencies.
7. The Information Technology Act, 2000
a. Digital Signature
b. Electronic Governance.
c. Electronic Records.
d. Certifying Authorities.
8. Intellectual Property Rights
a. Introduction and Brief overview on Patents, Copyrights & Trademark

Core Text Book:

1. Business Laws & Company Law – S S Gulshan, G K Kapoor

Reference Books:

2. Business Laws - N.D.Kapoor

3. Business Laws - Gulshan Kapoor
4. Legal Aspects of Business - S. D Geet
5. Business Laws - M.D.Mulla
6. Company Law - Avtar Singh
7. Business Regulatory Framework – SN Maheshwari
 M106 - MARKETING MANAGEMENT

Objectives:

 To understand and appreciate the concept of marketing in theory and practice

 To evaluate the environment of marketing and develop a feasible marketing plan (process)
 To understand and apply the STP of marketing (segmentation, targeting, positioning)
 To have an elementary knowledge of consumer behaviour and marketing research
 To understand and appreciate the concept of marketing strategy formulation and implementation

Topics:

1. Introduction & Orientation (Revising BOM)

a. Marketing Definition, Company orientations towards the market place
2. STP Marketing
a. Segmentation , Targeting and positioning
3. Developing the Marketing Mix: Marketing Mix
a. 4 Ps of marketing
b. 7 Ps of services marketing
c. 4 Cs of marketing.
4. Product and Branding strategy
a. Product characteristics and classifications, Differentiation, Product and brad
relationships- Product Hierarchy, Product mix, ,PLC, New Product development,
b. Brand, Branding decisions, Brand extensions , Co branding and ingredient branding
c. New-Product Development and Product Life-Cycle Strategies
5. Pricing Considerations, Approaches & Strategies
a. Price, Pricing process, Pricing methods, Adapting the price, Initiating and responding to
Price changes
6. Designing and managing services
a. Services, Characteristics of services and their marketing implications
b. Services marketing mix
7. Marketing Channels and Supply Management
a. Distribution strategy , Role of marketing channels
b. Intermediaries, Channel functions and flows, levels of channel, Channel design , channel
management, VMS, Channel conflict, E commence and channel decisions, Retailing
and whole selling types , functions
8. Integrated Marketing Communication Strategy
a. Marketing communication - Role Communication mix, Setting communications mix,
Measuring communication results
b. Advertising, Sales Promotion, and Public Relations, Developing and managing
advertising programme ,Deciding on media and measuring adv effectiveness, Sales
Promotion - objectives , major decisions
c. Promotion Vs advertising ,Personal Selling and Direct Marketing- Direct marketing
benefits and types, Sales force management - Designing and managing sales force
9. Business Buyer Behavior
a. B2B Vs B2C, Participants to the buying process, Stages in Buying process
10. Total Marketing Effort
 a. The Integrated Marketing Plan, Implementation , evaluation and control

Core Text Book:

1. Marketing Management- Lamb & Hair

Reference Book:

1. Marketing Management – P. Kotler

M107 - COMPUTER FUNDAMENTALS

Objectives:

Modern business includes high-speed computer, distributed data processing systems, modern word-
processing systems, computer-aided design, and computer-aided manufacturing of products. Present day
managers must be prepared to evaluate and determine the appropriate allocation of resources for such
equipments. Furthermore, they must be able to make optimal use of the productive resources available to
them.

No matter what job you have or want, basic computer skills will make the difference between success and
failure. Some jobs require detailed knowledge of particular software; others require basic knowledge of
Microsoft Office. Either way, you’ll need basic computer skills. Even if your employer agrees to train you
on the software they use, you still need basic computer training to firmly grasp the computer skills they
will teach you.

The curriculum in management science attempts to prepare MBA Fresher’s for the modern business
environment of the Y2K and beyond by exposing them to the most advanced concepts, methods, and
approaches to systems analysis and problem solving.

Topics:

1. INTRODUCTION
a. Review syllabus and course logistics.
b. Discuss the purpose of the class.
c. Master and overview of computer science and information technologies.
d. Describe how computers are used in various sectors of our society.
e. Introduction, Evaluation, generation, Classification, Characteristics, Advantages &
Limitations and Components of Computer system.
2. ANATOMY OF COMPUTERS
a. Functions and Components of a computer.
b. Understand the information processing cycle.
c. Discuss data manipulation and computer architecture.
d. List & identify common input, output &. Storage devices.
e. Learn to communicate with peripheral devices.
3. NUMBER SYSTEMS & LOGIC CIRCUITS
a. Understand data representation: binary notations, number system, convert a number’s
base.
b. Logic Gates
c. Logic circuits and Boolean expressions
 d. Combinational Circuit & design.
4. ALGORITHMS; FLOWCHARTING&DECISION TABLE; COMPUTER LANGUAGE
a. Develop algorithms
b. Flowcharting & Decision Table
c. Understand programming concepts with pseudo code
d. Review programming languages
5. OPERATING SYSTEM
a. Definition & functions of an operating system
b. Types & Components
c. List the three ways the operating system manages the computer’s hardware
d. Name three types of utilities that enhance an operating system’s capabilities.
6. DATA COMMUNICATION & NETWORKING
a. Basic elements of a communication system.
b. Communication protocols and their use in computer networks.
c. Types of computer networks, network topologies.
d. Benefits of using network.
e. Identify network hardware and linking devices.
7. WORD PROCESSING
a. Word Processors.
b. Formatting Text and Paragraphs.
c. Working with Tables.
d. Mail Merge, Macro & Hyperlink.
e. About all toolbars – shortcut keys – formatting – editing header/footer, Mail
f. Merge – Labels – Tables of contents – inserting objects – Word Art – Creating WebPages,
Reports fax and email using Templates.
8. SPREADSHEET BASIC
a. MS EXCEL: Basic Operation of Spread Sheets.
b. Functions of all tool bars – Financial, Mathematical, Statistical, Logical Functions using
function wizard.
c. Drawing all types of Graphs (15 Types) Legends, customizing, and all chart options.
d. Conditional formatting – goal seek – all types of formulae – filters-subtotal- Sorting
e. Modifying the Worksheets Layout & Printing form worksheets.
9. BUSINESS PROJECT MANAGEMENT & PRESENTATION TOOLS
a. MS PowerPoint: Basics of presentations.
b. Views – slide designs – layout background – slide transition – slide design – custom
animation – set up slide show.
c. Enhanced features of Power point.
d. Making Handouts and Notes.
e. Printing in Power Point.
f. Giving the Final Touch.
10. DATABASE MANAGEMENT SYSTEM
a. Understand data and file structures
b. Work with database structures
c. Program using Structured Query Language (SQL)
d. Work with relational database models and relational operations.
e. Microsoft Access: creating a database, Basic Queries.
11. INTERNET AND EMERGING TECHNOLOGIES

a. The Internet & The World Wide Web.

b. E-mail & Other Internet Services.
c. Graphics & Multimedia.
 d. Information Technology for Management – Working/Doing Business in the Online
World.
12. COMPUTER AIDED TECHNIQUES
a. Tally – Journal Entry, Ledger posting, Preparation of Balance Sheet.
b. HTML – Home page designing for each student using Microsoft Front Page.
c. Accounting Information System.
13. SECURITY MEASURES
a. Protecting Your Privacy, Your Computer and Your Data.
b. Understanding the Need for Security Measures.
c. Taking Protective Measures.
d. Cyber Laws & Information Technology Act.

Core Text Book:

1. P.K. Sinha, Priti Sinha (2007). Computer Fundamentals. BPB Publications.

Reference Books:

1. V. Rajaraman, (2004). Fundamentals of Computers. PHI.

2. Turban, Rainer and Potter (2003). Introduction to information technology. John Wiley and
sons.
3. Ram, B. (2003). Computer Fundamentals. New Age Publications
4. Introduction to computers by Peter Norton.

Internet Resources:

The following Internet resources may be of use to you in this paper. Please be aware that Web addresses
may change from time to time. Consult your instructor if you have questions about electronic resources.

1. http://www.pcquest.ciol.com
2. http://www.chip.in
3. http://www.pcworld.com
4. http://www.pcmag.com

M108 - HUMAN RESOURCE MANAGEMENT

Objectives:

The syllabus is designed for management students interested in the conceptual background and content
that is essential for understanding the relevant issues in human resource management (HRM). It
emphasizes a general management approach to HRM to meet the challenges which organizations face in
using their human resources effectively. Several old concepts are also provide to get a sound historical
background to understand the new version of personnel management and industrial relations, that is,
HRM.

Topics:

1. Introduction of HRM
a. Features of the competitive business environment,
 b. Business trends and HR Competencies, responses of firms to the new competitive
realities,
c. Responsibilities of the human resource manager, competencies of the HR manager, role
of line manager.
2. The financial impact of human resource management activities
a. Key requirement of Human resource metrics, behavioral costing, controllable and
uncontrollable costs, behavioral costing and employee attitudes, absenteeism cost,
employee turnover costs, cost involved in training activities.
3. Job analysis
a. Meaning, Importance, benefits and need for Job analysis, relationships of job
requirement with HRM functions,
b. Procedure of JD, Methods of collecting job analysis Information., Job descriptions., Job
Specifications, job analysis in a changing environment.
4. Human resource planning
a. Definition and Importance of HRP
b. Traditional and contemporary approaches to workforce planning, talent inventory,
workforce forecast (external and internal workforce supply), forecasting workforce
demand.
5. Recruitment
a. Marriott’s recruitment principles
b. Recruitment policies, sources of recruitment – internal and external recruitment
sources, merits and demerits of internal and external recruitment sources
c. Diversity-oriented recruitment
6. Employees Selection and Test
a. Selection Process
b. Organizational consideration in selection decision
c. Sources of information about job candidates, various employment tests.
7. Interviewing Candidates
a. Basic Features of Interviews
b. Types of Interviews, Administering the Interview, Designing and Conducting the
Effective Interview
c. The Structured Situational Interview, How to Conduct and attend an Interview
effectively ,H.R Interview
8. Employees career management
a. What is career planning?, Career planning process, How important is career Planning,
Whose responsible for planning ones career?
b. Individual career planning Process
c. Organizational career Planning process, Succession Planning and its process.
9. Employee workplace Training and Development
a. What do understand by induction, induction, induction process,
b. Training: - Definition of training, conducting needs assessment, designing the training
program, implementing the training program, evaluating the training program, different
training methods.
10. Performance Appraisal
a. Concept and purpose of performance appraisal, developing an effective appraisal
program, methods of appraising employee performance, evaluating the team
performance.
11. Managing compensation
a. Need, Objective, Scope, Policy related with compensation, Job evaluation systems,
b. The compensation structure, Compensation survey, Components of pay Structure,
Overview of pay system mechanics, determining pay structure and levels.
 12. Pay-for-Performance, Incentive Rewards
a. Incentive plan linked with organization strategy, requirement of effective incentive
systems, merit-pay-system, and individual and team incentives, long term and short
term incentives.
13. Employee benefits and services
a. Employee benefits required by law, Employers methods for containing healthcare
costs, employee services for creating work/life setting, benefits administration.
14. Retirement and resignation
a. Exit Interview. VRS: Golden Handshake, Various types of Retirement.
15. Industrial relation
a. Trade Unions Collective bargaining, principle of natural justice.
16. Safety and Health
a. The Occupational Safety and Health Act (OSHA) purpose and coverage, Voluntary and
non-voluntary benefits to be provided to organization.

Core Text Book:

1. Human Resources Management- Gary Dessler

Reference Books:

1. Personnel Management – C.B Mamoria

2. Human Resources Management – Mirza & Zaiyadin
3. Managing Human Resources – Wayne .F. Cascio
4. Human Resources Management – L.M.Prasad

M109 - BUSINESS COMMUNICATIONS

Objectives:

Communication is the cradle activity of all the business. Today admirable communication is rated as one
of the most sought after eminence in business milieu Ability to communicate effectively and concisely
has direct significance on the demeanor of an individual.

This course is premeditated to give students an introduction to various implication of communication in

business, its basic concept and theories. It will endow the student’s with generous opportunity to improve
their communiqué skills and gain knowledge.

Students will complete the course with a bigger perceptive of the impact of technology and the need of
effective communication skills to achieve perfection.

Topics:

1. Communication in Business
a. Introduction, Dimensions, Importance and need
b. Communication network, Technology
2. Dimensions of Business Communication
a. Principles, Types, Process, Levels, Channel, Barrier
3. Psychology of business communication
a. Introduction, Principles of communication psychology
 4. Communication Intercultural
a. Categorising culture
b. Improving intercultural sensitivity
c. Developing effective intercultural communication skills
5. Communications and Technology
a. Electronic communication technologies
b. Software for business communication
6. Verbal
a. Group Communication Strategies
b. Introduction, Factors Influencing, Participation and leadership, Negotiations, Conflict
management
7. Developing and delivering effective presentation
a. Planning, Writing &Completing Oral Presentation , Using Visual Aids effectively
8. Interviews
a. Understanding Interview process, Types of Interviews, Success in Job interviews, Follow
Up after interview
9. Listening
a. Introduction, Types of Listening, Listening Process, Barriers to effecting listening,
Advantages of listening, How to listen to your advantage
10. Public Speaking
11. Non Verbal Communication
a. Types of non verbal communication, Ways of maximizing non verbal skills, Para
language, Proxemics, Chronemics, Kinesics, Cultural Implication of non verbal
Communication
12. Written Communication
a. Writing process
b. Planning, Organizing, Composing, Revising
c. Types and Formats of written communication
d. Direct messages, indirect messages, Reports, Resumes, Minutes of meetings

Core Text Book:

1. Business Communication Today: Boveo Thill Schatzman

Reference Books:

1. Business Communication: Homi Pradhan

2. Business Communication: Lesikar Flatley

M201 - FINANCIAL MANAGEMENT

Objectives:

This course aims at:

 Familiarizing the students with the financial environment of business, especially the
 financial markets
 Imbibing knowledge about the decisions and decision variables involved in building the
 liability side of balance sheet of the firm
  Developing the analytical skills by associating the tools and techniques with the
 situation
 Developing skills for interpretation business information and application of financial
 theory in financing related decisions

Topics:

1. Overview of Finance Function

a. Finance Function – Nature, scope & Goals, significance. Role of Modern Finance
Manager
2. Financial Analysis
a. Various tools of financial management: Ratio analysis, Cash flow statement
3. Valuation (overview only not in detail
a. Valuation concepts – Time value of money, future value , present value , Annuity
b. Concept, Business Applications of Time Value of money concept. Valuation of Financial
Assets.
4. Long Term Sources of Finance
a. Different sources of finance – Equity share capital, Preference share capital
b. Debentures, Term loans, Lease finance, Hire Purchase & Venture Capital.
5. Cost of Capital
a. Cost of Capital – Meaning & Significance, Methods of calculating cost of capital (Equity,
Preference shares Debentures, Long Term loans ) & Weighted Average Cost of Capital
6. Capital Structure
a. Capital Structure - Meaning & Significance, factors of Optimum capital structure various
aspects of capital structure.
7. Leverage Analysis
a. Leverage Analysis – Meaning, Types , Effect
8. Working Capital Management
a. Working Capital Management - Meaning & Significance, factors of Optimum Working
capital, Working capital cycle , Estimation controlling & sources of Working capital.
9. Capital Budgeting
a. Capital Budgeting- Meaning & Significance, Steps in Capital Budgeting,
b. Evaluation of Capital Expenditure Proposal, Cash flows in capital Budgeting
10. New Concepts in Financial Management
a. Brief Overview – Mergers, Takeovers, Joint Ventures, Strategic Alliances,
b. Economic Value Added.

Core Text Book:

1. Financial Management: Ravi Kishore

Reference Books:

1. Financial Management: Prasanna Chandra

2. Financial Management:: I.M.Pandey
3. Financial Management:: Tulsian
 M202 - PRODUCTION AND OPERATION MANAGEMENT

Objectives:

To get acquainted with the basic aspects of Production Management. The course attempts to discuss
various important planning, organizing and controlling aspects of Operations Management. Through text
and case studies, this course prepares for a study of different operational issues in manufacturing and
services organizations.

Topics:

1. Strategic aspects of production and operation management

a. Global Competitiveness & Globalization Concepts of world class manufacturing & its
benefits Concept of Toyota production system and
b. Lean manufacturing.
2. History and development of Manufacturing Management
a. Contribution of various pioneers beginning from Division of Labor to Quality
Revolution and Environmental.
3. Methods of Manufacturing
a. Continuous to intermittent production. Project (Turnkey) Jobbing, Batch Production,
Flow / Continuous Production, Process Production - Characteristics of each method.
4. Plant Location
a. Importance - Factors affecting location - Factory Building
5. Plant Layout decisions
a. Installation of facilities.
6. Introduction to Production Planning & Control
a. Material control. Inventory control. Scheduling, Routing, Loading process. Gantt Charts
Documentation
b. Production Work Order. MRP to ERP
7. Introduction to PERT / CPM
a. Importance in Manufacturing Management
b. Network Crashing.
8. Maintenance Management
a. Importance and types of maintenance
b. Maintenance Planning
c. Spare Parts Management
d. Equipment Replacement problem
9. Inspection
a. Cent percent Inspection, Sample Inspection, Operation Characteristics Curves, Statistical
Quality Control
b. Control Charts - X-R Charts. TQM, TPM
10. Work Study
a. Objectives, Scope and Uses
b. Methods Study - Man Machine Charts - Work Measurement - Elements - Performance
Rating – Allowances
c. Methods of Remuneration - Time Based and Efficiency Based - Incentive Schemes -
Individual

Core Text Book:

 1. Manufacturing & Technology Management - L.C.Jhamb

Reference Books:

1. Production & Operations Management – Chary

2. Production & Operations Management – Nair

3. Production & Operations Management – Panneerselvam

M203 - MANAGEMENT INFORMATION SYSTEM

Objectives:

Introduction to management information system-need, purpose and objectives – contemporary approaches

to MIS information as a strategic resources- use of information for competitive advantages- MIS as an
instrument for the organizational Change.

Information management and decision making- models of decision making-classical, administrative and
Herbert Simon’s model- attributes of information and its relevance to decision making- types of
information.

Topics:

1. Information Technology
a. Definition, IT capabilities and their organizational impact- telecommunications and their
network- types and topologies of networks- IT enabled services such as Call Centers,
geographical information systems etc.
2. Data Base Management System
a. Data warehousing and data mining.
3. Systems Analysis and Design
a. Systems Development Life Cycle Alternative
4. System Building Approaches
a. Prototyping
b. Rapid Development Tools – CASE
c. Tools – Object Oriented Systems (Only introduction to these tools & techniques).

Core Text Book:

1. MIS by W.S.Jawadekar, MIS by Davis , Olson

Reference Book:

1. Information Systems by Lauden and Lauden

M204 SALES & DISTRIBUTION MANAGEMENT

Objectives:
  To provide an understanding of the concepts, attitudes, techniques and approaches required for
effective decision making in the areas of Sales and Distribution.
 To pay special emphasis on the practicing manager’s problems and dilemmas.
 To develop skills critical for generating, evaluating and selecting sales and distribution strategies.

Module 1:- Sales Management

Topics:

1 Introduction to Sales Management

a. Sales Management, Personal Selling, Salesmanship, Theories of Selling

b. Setting Sales objectives
c. Sales related marketing policies.

2 Sales Organization

a. Personal Selling strategy, Organizing the sales effort- effective sales executive
b. A typical sales organization, sales- department relations

3 Managing the Sales Force

a. Recruitment, Selecting, Training, Motivating Sales force, Evaluating & Controlling Sales force

4 Controlling the Sales Force

a Controlling the Sales effort- Sales forecasting, Sales Budget & Cost Analysis
b Sales Territory Management & assigning Targets

Module 2:- Distribution Management

Topics:

1 Understanding Channel Intermediaries

a Introduction
b Understanding Distribution Management
c Need for Channel Intermediaries

2 Channel Designing & Multi Channel Marketing

a. Channel Design Factor

b. Channel Design & Planning Process
c. Selecting Channel Partners
d. Channel Design Comparison Factors
e. Channel Design Implementation
f. Multi Channel Marketing

3 Managing Marketing Channels

 a. Channel Management
b. Use of Channel Power
c. Channel Conflict
d. Principles of channel Management
e. Channel Policies

4 Channel Information System

a. Why an information system?

b. Elements of a Channel Information System
c. Channel Performance Evaluation

5 International Sales and Distribution Management

a. Introduction
b. The Nature of International Markets
c. Selling in International Markets
d. Distribution

Core Text Book:

1. Sales Management: Still, Cundiff & Norman

Reference Books:

1. Sales & Distribution Management: Krishna Havaldar & Vasant Cavale

M205 - MARKET RESEARCH

Objectives:

The objective of the course would be to give the students an understanding of marketing research from
both user’s (management) and doer’s (the researchers) perspective.

Topics:

1. Introduction to Marketing Research:

a. Introduction, Role of Marketing Research, When to do Marketing Research, Limitations,
b. Ethical Considerations, Emerging Issues- Marketing Research in the Internet Era,
c. Online Research, Data Warehousing and Data Mining
2. Marketing Intelligence, MIS, MDSS, Value of Information
a. Details of marketing Intelligence, MIS, MDSS and Value of Information
3. The Marketing Research Process
a. Details of the Marketing Research Process
4. Research Methods and Design
a. Exploratory, Descriptive and Causal Research, Sources of Experimental Errors
5. Data Collection
a. Secondary data ,Primary data ,Source of data
6. Questionnaire Design
 a. Designing Questionnaire for market Research, Scales of measurement, Types of
Questions
7. Sampling Methods
a. Basic Terminology in Sampling, Sample Size calculation, Sampling Techniques,
Sampling Errors
8. Data processing
a. Editing, Coding, Tabulation, Computer Processing
9. Data Analysis
a. -Measures of central tendency,Dispersion and Statistical Estimation
b. Measures of Central Tendency, Measures of Dispersion, Univarite analysis
10. Hypothesis Testing
a. Concept of Hypothesis, Hypothesis Testing
11. Bivariate Analysis
a. Chi-Square, Correlation, Regression Analysis, ANOVA
12. Multivariate Analysis – I
a. Multiple Regression, Discriminant analysis
13. Multivariate Analysis – II
a. Factor Analysis, Cluster Analysis, Multidimensional Scaling, Conjoint Analysis,
14. Interpretation and Report Writing
a. Interpretation, Report Writing, Preparation of the Report, Evaluation of the Research
Report

Core Text Books:

1. C.R. Kothari - Research Methodology, New age Publication

2. Market Research - Anderson

Reference Books:

1. Business Research Methods - Donald Cooper & Pamela Schindler, TMGH, 9th edition.
2. Business Research Methods - Alan Bryman & Emma Bell, Oxford University Press.
3. Dr. B. D. Kulkarni, Research Methodology, Everest Publishing House, Pune
4. Research Methodology - Ranjit Kumar, Pearson

M206 - MARKETING OF SERVICES

Objectives:

Planning and implementing the marketing strategy for service products requires a different sort of
approach, which is different from the traditional goods marketing. The objective of this course is to
acquaint the students to the uniqueness of the services characteristics and its marketing implications. The
intent of the course is to discuss measure and analyze several facets in the area of services marketing
essential for the success of a service sector firm.

Topics:

1. Foundation of services marketing

 a. Introduction - The services concept
2. Service Industry
a. Contribution & Nature of Services
3. Characteristics of Services, Classification of Services
4. Goods v/s Services Marketing, Goods & Services Continuum
5. Services Marketing Triangle
a. Introduction to 7Ps of Services Marketing Consumer Behavior
6. Consumer Purchase Behavior
a. Evaluation of Service Alternatives, Customer Expectations
7. Customer Perceptions, Customer Satisfaction, Post Purchase Evaluation by customers
8. Levels of Customer Expectations, Role of Culture in Services
9. SERVQUAL Analysis & GAPS Model of Service Quality, Moments of Truth, Service
10. Services Marketing Mix
11. Segmentation, Targeting & Positioning Strategies
12. Understanding the 7P's of Services Marketing
13. Service Product & Process
14. New Service Development, Service Redesign, Service Blueprint
15. Place & Promotion in Services Marketing
16. Integrated Services Marketing Communication
17. Pricing of Services
18. Cost Based, Competition Based & Demand Based
19. Yield Management in Services
20. Role of People in Services Marketing
21. Introduction, The Service Provider Employee, The Service Recipient Customer
22. Physical Evidence of Service
23. Nature of Physical Evidence, Role of Services cape
24. Service Recovery, Complaint Handling, Service Guarantees
25. Closing The Gaps of Service
26. Service Tax Provisions In India
27. Introduction, Origins of Service Tax, Services under Tax Net, Obligations of a service provider,
penalties levied under the service tax act.

Core Text Book:

1. Marketing of Services: - Mr. Apte

Reference Books:

1. Services Marketing - Valarie Zeithml & Bitner

2. Services Marketing- Ravi Shankar Services Marketing : People, Technology & Strategy -
Christopher Lovelock
3. Services Marketing- G D Apte

M207 – INNOVATION AND ENTREPRENEURSHIP

Objectives:

The major emphasis of the course will be on creating a learning system through which management
students can acquaint themselves with the special challenges of starting new ventures and introducing
new product and service ideas. This will involve working together to investigate, understand and
internalize the process of founding a startup. Bootstrap and guerilla tactics to gather resources - the
technology, team, finance and market - to give birth to entrepreneurial businesses will be discussed. The
course is designed primarily for those who at some point of their career want to start their own ventures,
or run their own family businesses. But it is equally useful to those who plan to work in or with new
ventures either as venture capitalists, consultants to new firms or in new business development units of
larger corporate.
Strategic innovation can be defined as the fundamental re-conceptualization of business models, and the
reshaping of existing markets by breaking the rules of the game and changing the nature of competition.
As the pattern of global economic growth has changed since 1970s with the rapid development of high
technology, knowledge has become as important as other factors of production. Today, the information
age takes over from the industrial age particularly in developed economies, and companies are required to
concentrate on “differentiation” activities rather than traditional and standardized strategies, which force
them to improve efficiency in order to match or beat their rivals. The domination of competitive
benchmarking and quality management strictly focusing on customer demands leads to a trap of
competition solely based on incremental improvements in cost and quality, preventing the development of
sectors whereas competing companies offer similar products. In fact, today’s changing global conditions
require companies to exhibit “fundamentally” new ideas and strategies based on the integration of R&D
with other business activities. Therefore, the importance of innovation on competitiveness is getting even
more recognized to create new business models with new value chain architecture, new markets, as well
as to increase value for both the customer and the companies, and consequently, “strategic approach to
innovation” is essential to achieve dramatic value improvements for customers and high growth for
companies. Strategic innovation management concentrates on the entire business model and added value
creation as a whole far beyond focusing simply on technology improvement, new product development or
networks on the basis of traditional outsourcing. This course dwells on how to enhance business model
innovation, how innovation can be managed to gain sustainable competitive advantage by creating
measurable added value, and how to arrange the indispensable contemporary management style and
organization structure to reinforce the process of strategic innovation management.

Module1:-Entrepreneurship
Topics:

1. The Entrepreneurial Development Perspective

a. Concepts of Entrepreneurship Development
b. Evolution of the concept of Entrepreneur
c. Entrepernar Vs. Intrapreneur, Entrepernar Vs. Entrepreneurship, Entrepreneur Vs.
Manager
d. Attributes and Characteristics of a successful Entrepreneur
e. Role of Entrepreneur in Indian economy and developing economies with reference to
Self-Employment Development
f. Entrepreneurial Culture
2. Creating Entrepreneurial Venture
a. Business Planning Process
b. Environmental Analysis – Search and Scanning
c. Identifying problems and opportunities
d. Defining Business Idea
e. Basic Government Procedures to be complied with
3. Project Management
a. Technical, Financial, Marketing, Personnel and Management Feasibility
b. Estimating and Financing funds requirement – Schemes offered by various commercial
banks and financial institutions like IDBI, ICICI, SIDBI, SFC Venture Capital Funding
 4. Entrepreneurship Development & Government]
a. Role of Central Government and State Government in promoting
b. Entrepreneurship – Introduction to various incentives, subsidies and grants
c. Export Oriented Units – Fiscal and Tax concessions available
d. Role of following agencies in the Entrepreneurship Development
e. District Industries Centers (DIC), Small Industries Service Institute (SISI)
f. Entrepreneurship Development, Institute of India (EDII), National Institute of
Entrepreneurship & Small Business Development
i. (NIESBUD), National Entrepreneurship Development Board (NEDB)
5. Why do Entrepreneurs fail – The FOUR Entrepreneurial Pitfalls (Peter Drucker)
6. Women Entrepreneurs
a. Reasons for Low / No Women Entrepreneurs
b. Role, Problems and Prospects

Module 2: Innovations

1: STRATEGIES AND CONCEPTS OF INNOVATION

a. Why Innovate?
b. What to innovate?
c. How to innovate?
d. Who Innovates?
e. Key issues in Innovation Management
f. Innovation as a Management Process

2: TAKING A STRATEGIC APPROACH

a. Developing a framework for an Innovation Strategy

b. Competitive environment
c. Technological Trajectories
d. Integration for strategic learning
e. Creating strategic alliances

3: BUILDING EFFECTIVE IMPLEMENTATION MECHANISM

a. Managing the Internal Processes

b. Creating and learning through Corporate Ventures

4: CREATING AND SUSTAINING THE INNOVATIVE ORGANIZATION

a. Building the innovative organization

b. Creating innovative new firms
c. Assessing and improving Innovation Management Performance

Core Text Books:

1. Dynamics of Entrepreneurship Development – Vasant Desai

2. Concepts in Entrepreneurships – Monk Ellen
3. Entrepreneurship – Hisrich, Peters
Reference Books:

1. Entrepreneurship in the New Millenium - Kuratko & Hodgetts

2. Entrepreneurship: New Venture Creation – David H. Holt
3. Entrepreneurship Development – Dr. P. C. Shejwalkar
4. The Culture of Entrepreneurship – Brigitte Berger
5. Project Management – K. Nagarajan
6. Thought Leaders – Shrinivas Pandit
7. Entrepreneurship, 3rd Ed. – Steven Brandt
8. Business Gurus Speak – S.N.Chary
9. The Entrepreneurial Connection – Gurmit Narula

M208 BUSINESS SUSTAINABILITY

Objectives:-

 Learn about the nexus between the local business, the local government and the citizens in the
community
 Focus on making sustainability operational at the local level
 Develop skills using your sustainability knowledge by actually participating in the
 development of a sustainability management system for a virtual business
 Experience the need to address stakeholder interests while balancing between the three
responsibilities involved in sustainability (economic, environmental, social)
 Develop competencies that will enable you to contribute to a sustainability management system
 See how perspectives on sustainability vary across the globe with the participation of our distance
learners
 Identify the reasons that have prevented organizations from making significant progress in their
own sustainability programs.

Topics:

1 Introduction – What is Sustainability?

a. Introduction to the course
b. Introduction to the case method approach
c. Introduction to the topic
d. “Five Basics” of sustainability

2 Taking a Positive View of a Sustainable Future

a. Proper visioning of sustainability
b. Acting locally at nexus with local government and citizens
c. Working with leading indicators and employee involvement

3 Creating a Sustainability Footprint and Tool Box

a. Process mapping and resource productivity
b. Business processes and social responsibility
c. Creating a sustainability footprint
 d. Incorporating life cycle inventory in footprint

4 Systems Approach to Sustainability

a. Problem solving and decision-making tools
b. Process information on case
c. Community information for Cambridge, Massachusetts, USA
d. Students assigned to cohort groups

5 Sustainability’s Three Responsibilities

a. Environmental Responsibility
b. Social Responsibility
c. Economic Responsibility
d. Integrating Responsibilities

6 Engaging Stakeholders in Your Sustainability Program

a. Identifying stakeholders
b. Engaging stakeholders to determine their ‘interest’
c. Social ‘license to operate’

7 Operational zing Sustainability Strategy

a. Top-down sustainability strategy
b. Bottom-up operationalization of this strategy
c. Plan-Do-Check-Act
d. Role of a management system

8 Planning for Sustainability

a. Legal and other requirements – evaluate compliance
b. Sustainability footprint and operational risk
c. Objectives, targets and sustainability program

9 Implementing a Sustainability Program

a. Resources, roles, responsibilities and authority
b. Competence, training and awareness
c. Emergency preparedness and response – continuity planning
d. Other implementing requirements

10 Checking and Improving a Sustainability Management System

a. Measuring and monitoring results – lagging indicators
b. Scoring the leading indicators
c. Corrective actions – Preventive actions
d. Auditing and management review

11 Reporting on Sustainability Results

a. Transparency and accountability
b. Socially responsibility investment and other rating systems
c. Fundamentals of non-financial reporting
d. Cohort groups create a brief sustainability report for the case

12 Driving Innovation with Sustainability

a. Continual improvement and innovation
b. Does sustainability drive innovation?
 c. Innovation and financial improvement

13 Developing Competency for Practicing Sustainability

a. Developing a sustainability ‘body of knowledge’
b. Developing sustainability skills
c. Recognizing sustainability attributes

Core Text Book:

1. Strategy for Sustainability: A Business Manifesto - Adam Werbach

Reference Books:

1. The Business Guide to Sustainability: Practical Strategies and Tools for Organizations - Darcy
Hitchcock, Marsha Willard.
2. Corporate Social Responsibility – Subhabrata B Banerjee.
3. Corporate Global Citizenship – Noel M Tichy.
4. Peace Through Commerce – Oliver F Williams
5. Global Corporate Social Responsibility of Business

M209- CONSUMER BEHAVIOUR

Objectives:

At the end of the course it is expected that the students will be proficient and knowledgeable about the
various disciplines contribution in understanding buyer behavior in a holistic manner. Familiar with the
advances in consumer research in deciphering buyer motivation, and behavior (pre-purchase, purchase
and post purchase), impact of social and cultural variables on consumption decisions. Equipped with
frameworks to analyze consumer’s behavior and use them in designing marketing strategies and in
enhancing the effectiveness of marketing programmes

Topics:

1. Introduction and scope of the subject

2. Mktg concept, model of CB
a. Importance of understanding CB from the mktg concept point of view
3. Methodology of consumer research
a. Basic outline of the process
4. Process of market segmentation
5. Psychological characteristics of consumer
6. Motivation- basic concepts and their applications to mktg
7. Personality - basic concepts and their applications to mktg
8. Perception - basic concepts and their applications to mktg
9. Learning - basic concepts and their applications to mktg
10. Attitudes - basic concepts and their applications to mktg
11. Comm process and CB – understanding the decision making process
12. Social class, cultural groups - basic concepts and their applications to mktg
13. Intro to MR and MR process – basic concepts and applications
14. Rsch approaches and instruments
 15. Report preparation and presentation

Core Text Books:

1. Consumer Behaviour: Schiffman and Kanuk (Pearson)

2. Marketing Research - An Applied orientation : Naresh K Malhotra (PHI)

Reference Book:

1. Consumer Behavior – Suja R. Nair

M301 MANAGEMENT CONTROL SYSTEM

Objectives:

The course seeks to develop skills related to Performance Measurement and Management
Control by taking a highly practical approach.
Accordingly, it aims to provide students not only with a mastery of techniques and tools but also
with the understanding the essentials to their application in resolving concrete situations in the
fields of Performance and Control.

This begins with establishing objectives, for both individuals and sectors, followed by definition
of core aspects to Management Information Systems and their contribution to decision making
processes. Further the objective is to understand control system.
A control system may be defined in at least two ways:
1) A system for establishing objectives, measuring and evaluating performance, and taking action
to improve performance and as
2) A system of “controls,” or performance measures, to assure that resources are used effectively in
accomplishing organizational objectives.

Topics:

1 Introduction to management planning & Control system.

a. Traditional Versus contemporary management practices in organization
b. Management control environment & effective organizational structur For control.

c Centralization versus decentralization – Divisional Autonomy.

2 Integration of corporate level strategy to unit level:

a. Goal Congruence for Financial, operational & people control.
b. Internal control system.
c. Role of financial controller :Financial auditor to financial manager to influence
Decision.
d. Case Study: Xerox Corporation

3 Responsibility centers concept:

a. Revenue & expense centers
 b. Discretionary expenses versus engineered expenses.
c. Means to measure & control assets of responsibility center.

4 Profit center & Investment center :

a. Business unit as a profit center: Its merit & demerit.
b. Measuring profitability of profit center.
c. Allocation of charges & accounting of profit in profit center.
d. Case Study

5 Objective & Principles of transfer pricing within business units.

a. Methods of transfer pricing.
b. Administration & issues related to transfer price in domestic & international business.
c. Budgeting approach & budget control .Problems & limitation of budgeting
d. Case study: Birch paper Company.

6 Measuring & Controlling Assets employed.

a. Evaluating economic performance of a business unit.
b. EVA versus ROI approach.
c. Implementation of EVA in BU.
d. Additional consideration for evaluating managers.

7 Analyzing Financial performance reports for control

a. Relevant cost consideration & approach for managerial decision making
Activity based costing, calculating variances & variation in practice.

8 Performance management of a strategic business unit using Balance

Score Card approach.
a. Designing & Measuring Financial & non financial factors influencing the growth &
performance of a strategic business unit.
b. Performance based Management compensation.

9 Management planning & control system in service centric organization.

a. Building & Measuring managerial performance through shareholder value creation &
customer satisfaction.
b. Measuring cost in long term perspective. Risk & reward policy.

Core Text Book:

1. Management Control system by Robert .N Anthony & Govindrajan 11th & 12 th edition.

Reference Books:

1. Management Control System – J.A. Maciariello & Calvin J. Kirby

2. Management Control System Kenneth .A. Pearson
3. Introduction to Management Accounting by Charles Honngren

M302 BUSINESS POLICY & STRATEGIC MANAGEMENT

Business policy & Strategic Management is the capstone experience for students in. The course
requires students to integrate knowledge from prior coursework in functional business areas to
analyze current business strategies and performance and to develop and plan implementable
future strategies and policies.
This course pulls together knowledge of the various functions of business (e.g., accounting,
finance, marketing, operations management, etc.) in a manner consistent with a general
management. This course will make extensive use of the case study method using actual business
situations.

Objectives:

Our primary goals for this course are:

1. To provide students with an integrative, general management view of the organization

involving the analysis of organizational goals, resources, structure, etc., and the
relationship of these attributes to the organization's industry and general environments.

2. To provide students with knowledge of strategic management concepts, tools, and

techniques and to apply these to analysis and strategy formulation using actual business
cases.

3. To provide students with the experience of working as a member of a team to identify

business opportunities, solve business problems, and craft implementable strategic plans.

4. To develop critical thinking and analytical skills in the development of business solutions
to problems and opportunities under conditions of considerable ambiguity (i.e., the "real
world").

Topics:

1. The planning process:-

a. Definitions of planning, strategy, policy, setting of objectives, SMART formula
b. Vision, mission, goals, targets and quota setting
c. strategic management process

2. Strategic analysis:-
a. SWOT, use of different models like BCG, McKinsey, GE, Porter's and others
3. Strategic alternatives:-
a. Generic growth strategies, Ansoff Model,  SBU concept
b. Sstrategies on mergers & acquisitions, strategies on turnaround management
c. Global strategies, competitive strategies, use of Competitive Intelligence.
4. Functional strategies on marketing, finance, HR and others
5. Organization for strategic control. management control system
6. Corporate governance and business ethics.

In addition to covering the above topics through lectures, the students will be given the following inputs:
 

 Case studies (Close to 10 case studies will be discussed in the class)

The students will have to analyze the annual reports of a company in groups and submit a Business Plan
for next 5 years

Core Text Book:

Business Policy & Strategic Management by Azhar Kazmi

Reference Books:

1. BPSM by Lomash & Mishra

2. BPSM by P. Subbarao
3. BPSM text & cases by M.V.Kulkarni

M304 BUSINESS TO BUSINESS MARKETING (B2B)

Objectives:

To prepare for a career in Business to Business Marketing

*To expose the students to a variety of product-market situations in the Indian
Context
*To share the development in the area of Relationship Marketing (RM)
*To share the concepts and frameworks which may be more relevant in industrial?
marketing situations
*To develop skills to formulate implementable marketing strategies

Topics:

1 The Environment & Nature Of Business Marketing

  a. Introduction: What is Business marketing? Consumer V/S Business Marketing
b. Types of Customers in Business Mktg, Types of Industrial Goods,
Types of Business Market Demand

2 The Business Market: Perspectives of the Organizational Buyer

a. Unique characteristics of Commercial Enterprises, Government Sector,
  b. The Institutional Market, Goals of Purchasing Function,
  c. Levels of Procurement Development

3 Organizational Buying Behaviour

  a. Organizational Buying Process, Forces Shaping Organizational Buying Behaviour

4 Customer Relationship Management

a. Strategies for Business Markets, Relationship Marketing: Nature & Classification,
b. Managing Buyer Seller Relationship, Customer relationship Management

5 Segmenting the Business Market

a. Business market Segmentation Requirements & Benefits,
 b. Basis of segmenting Business Markets

6 Managing Products for Business Markets

a. Core Competencies: The root of industrial products, Product Quality & Policy,
b. Planning Industrial Product Strategy

7 Managing New Industrial Product Development

a. Industrial Product life cycle & Strategies for New & Existing products,
b. New Product Development Process

8 Managing Services for Business Markets

a. Marketing of Industrial Services, Products to Solution,
b. Marketing Mix of Service Firms

9 Managing Business Marketing Channels

a. What is Business Marketing Channel, Who are the participants,
b. Channel design & administration

10 E-Commerce in Business Market

a. The strategic Role of E-Commerce

11 Supply Chain Management

a. The concept of SCM, Competitive advantage & Application, Role of Logistics,
b. B 2 B Logistical Management

12 Pricing Strategy for Business Market

a. Process of Pricing, Price Attacks & Competitive Bidding

13 Business Communication: Advertising & Sales Promotion

a. Role of Advertising, Developing Integrated Communication Program,
b. Managing B2B Advertising & Measuring Effectiveness, Role of Trade Shows

14 Business Marketing Communications: Personal Selling

a. Role of Personal Selling, Organizational Buying Behaviour & Personal Selling,
b. Sales Force Organization & Management, Account Management Process

Core Text Book:

1. Industrial marketing- By Krishna K Havaldar

References Books:

1. Business Marketing Management: B 2 B - By Michael D Hutt & Thomas W. Speh

2. Industrial Marketing-ICFAI
3. Industrial Marketing : Text & Cases- ICFAI
4. Industrial Marketing by Milind T. Daphtardar
5. Industrial Markering by Hill, Alexander & Cross
6. Industrial Marketing: Analysis, Planning & Control by Reeder, Briety Reeder
 M305M INTEGRATED MARKETING COMMUNICATION

Objectives:
 To provide an appreciation of the range of tools available for marketing
Communications.
 To provide an understanding of the basic principles of planning and execution
in Marketing Communications.
 To develop a managerial perspective and an informed decision-marking ability
for effective and efficient tackling of promotional situations.

Topics:

1 IMC Concept
a. Introduction & Familiarization,
b. Definition of Promotion & Promotion Mix,
c. Tools of Promotion Mix

2 Participants of IMC
a. Factors contributing to importance of IMC
b. Participants in IMC management,
c. IMC Planning Process
d. Structure of Promotion Industry,

3 IMC – Marketing Environment & Understanding the Consumer Behavior

a. Understanding of Marketing Environment
b. Segmentation, Targeting and Positioning
c. Understanding the consumer buying behavior

4 IMC- communication Process

a. Understanding IMC communication Process
b. Understanding the Massage, Objective and budgeting for IMC

5 IMC Strategies
a. Creative Strategy
b. Media Strategy

6 IMC Tool
a. Advertising
b. Sales Promotion
c. Public Relations & Corporate Advertising
d. Internet Advertising & E-commerce
e. Direct Marketing
f. Sponsorship & Point-of-purchase
g. Personal Selling & Sales Management.

7 IMC –International Perspective

8 Legal, Social & Ethical Aspects of IMC

Core Text Book:

1. IMC by Smith & Taylor

Reference Book:

1. Integrated Market Communication by 1) Yeshin Toni & 2) Bharti S. Gopal

M306 RETAIL MANAGEMENT

Objectives:

To identify and understand the significance of retailing in the current business Environment
*To develop guidelines to build a retailing business
*To identify the competition in the market and develop strategies for retailing
business accordingly
* To identify significant characteristics of the end consumer, understand its
significance for the retailing business and develop strategies accordingly
*To identify the paradigm shifts in retailing business with increasing scope of
technology / e-business and develop strategies accordingly.

Topics:

1 Introduction to world of Retailing Management

2 Retailing Environment & Trends – Global
a. Global Trends
b. Indian Trends
c. Types of Retailers/Retail Formats/Online Retailers/Rural Retail
3 Retail Store Management -:
a. Store Location, Store Layout, Store Design, Site Selection
b. Visual Merchandising
4 Changing Consumer Dynamics & Retail Segmentation

5 Retail Strategy (I)

a. Building Sustainable Competitive Advantage in Retailing
b. Merchandising Strategy -Planning, Systems, Sourcing Decisions, Vendor
Relations
6 Retail Strategy (II)
a. Strategic Advantage through Customer Relationship Management & Service Quality
b. Information Systems Management- Wal-Mart Case
c. Managing Supply Chain Management & Logistics - Agribusiness & McDonalds Case
d. Global Retailing & Logistics (II) - Global Marketing

7 Designing Competitive Pricing Strategies in Retailing

8 Retail Communication Mix & in store Communications/Promotions
9 Warehousing - Selection, Material Handling, Transportation
10 Human Resource Management - Training & Development, Career Planning, Job Design

Core text Book:

1. Retail Management - Levy & Weitz

Reference Books:

1. Retail Management - Berman & Evans

2. Retail Management- Gilbert
3. Retail Management - Sapna Pradhan
4. Marketing Management - Phillip Kotler
5. Strategic Brand Management – Keller

M307- PRODUCT AND BRAND MANAGEMENT

Objectives:

The Study of this subject will help the students to gather knowledge about product management and
importance of managing a product. The subject also gives an introduction of brand management and the
role of brands in increasing the image of the products. The students will also learn how maintaining a
brand will increase the long range profits of an organization.

Topics:

1. Product Management an Overview -

a Introduction - Product – Key Concepts - Benefits of superior Quality
b. Product Life Cycle and Marketing Strategies
c Stages in the Product Life Cycle - Marketing Strategies throughout the PLC

2 New Product Development and the Techniques of Idea Generation and Screening
a Idea Generation - Sources of Idea Generation - Idea Generating Techniques
b. Idea Screening Concept
c. Development and Testing - Test Marketing -
d. Launching and Tracking New Product Programmes

3 Product Line Decisions

a. Product Line Analysis,
b. Product line Length,
c. Line Modernization,
d. Line Featuring, and Line Pruning

4 Introduction to Brand Management

a. Brand versus Product - Importance of Brands
b. Branding Challenges and Opportunities
c. Strategic Brand Management Process

6. Customer Based Brand Equity

a. Making a Brand Strong: Brand Knowledge - Sources of Brand Equity
b. Building a strong brand – Brand Building Implications
7. Brand Identity
a. Brand Identity: a necessary concept -- Identity and image –
b. The six facets of identity - Sources of identity - Analyzing a brand’s potential –
c. Brand Personality - Brand Associations

8. Brand Architecture and Brand Portfolios –

a. Branding Strategies - Choosing the appropriate branding strategy - Product names:
autonomy or affiliation –
b Retailer Branding Strategies - Brand portfolios and market segmentation –
c Multi-brand strategies - The case of industrial brands –
d Global portfolio logic - Distributors’ own-brand portfolios

9 Corporate Branding –
a Choosing Brand Elements for Building Brand Equity
b. Criteria for Choosing Brand Elements - Options and tactics for Brand Elements

10. Leveraging Secondary Brand Knowledge to build Brand Equity

a. Conceptualizing the Leveraging Process – Company - Country of origin and other
geographical Areas -
b. Impact of Channels of distribution - Co-branding, Licensing - Celebrity Endorsement
Sporting , Cultural or Other Events - Third-Party Sources

11. Measurement of Brand Equity –

a. Qualitative Research Techniques - Quantitative Research Techniques -
b. Financial Evaluation and accounting for Brands

Core Text Book:

1. Strategic Brand Management – Kevin Lane Keller

Reference Books:

1. Strategic Brand Management – Jean-Noel Kapferer

2. Marketing Management – Philip Kotler
3. Advanced Brand Management – Paul Temporal
4. Brand Management- Chunawalla.

M308 LOGISTICS AND SUPPLY CHAIN MANAGEMENT

In today’s business environment, the creation of customer value is a key driver of competitive
advantage. At the enterprise level, the design of the value chain is intimately linked with the
management of a supply chain. An effective supply chain must be configured to deliver customer
value while also maintaining crucial cost advantages. To minimize system-wide costs, firms
increasingly rely on new tools for modeling the full supply chain to integrate the firm’s logistics
and operations.

This course introduces students to the concept of value-driven supply chains and its integration
with manufacturing and process operations.
The course first focuses on the fundamental principles underlying supply chains, using insights
from both operations management and logistics. It briefly discusses the likely impacts from
higher environmental standards, technology changes and other global trends that can be expected
in the future.

Objectives:

To give students a comprehensive understanding of supply chain management and related

logistics Management in the new economic scenario. Also to show that SCM’s objective is to be
building efficient and cost effective system across the entire systems covering raw materials
Suppliers, Distributors, Manufacturers, Ware House Management and to the retailer.

Topics:

1. Logistics
a. Definition, objectives, scope & functions of logistics
b. Paradigm shift in logistics, logistics concept, logistics solution, future of logistics
c. Customer service for competitiveness, customer service phases, service attributes, value added
logistics services.

2. Warehousing
a. Warehousing -a logistics challenge, Warehousing functions, options
b. Site selection, layout design, decision model, costing, strategies, virtual warehouse, and
warehouse charter
c. Performance parameters, warehousing in India, Cold chain infrastructure.

3. Material Handling Systems,

a. Role of material handling logistics, Material handling guidelines
b. Material handling equipment and systems.

4. Material Storage Systems

a. Unit load storage, storage principles, benefits of storage design, storage methods.

5. Inventory Management
a. Inventory-asset or liability, inventory functions, reasons for carrying inventories
b. Inventory related cost, inventory controls, and inventory policy guidelines.

6. Transportation
a. Evolution of transportation system, transportation infrastructure, freight management
b. Transportation networks, Route planning, Containerization.

7. Logistical Packaging
a. Packaging, packaging as unitization, design considerations
b. Packaging material, Packaging cost.

8. Concept of Supply Chain Management and its strategic

a. Introduction, role in the organization - Intra and Inter organizational supply chain.
9. Supply Chain Integration
a. Introduction, push, pull & push-pull systems, demand driven strategies, distribution strategies.

10. Strategic Alliances in Supply Chain

a. Introduction, framework for strategic alliances, third party logistics
b. Retailer -supplier partnership, distributor integration.

11. Information technology in supply chain

a. Introduction, Typical IT solutions.

12. Managing the Global pipeline

a. The trend towards globalization in the supply chain, the challenge of global logistics,
organizing for global logistics.

Core Text Book:

1. Logistics Management: The Supply Chain Imperative by V. V. Sople .

Reference Books:

1. Logistics and supply chain management - Martin Chrostopher.

2. Supply Chain Management- R.P.Mohanty and S.G.Deshmukh.
3. Designing & Managing the Supply Chain - Levi & Kaminsky.
4. Supply Chain Management - B.S. Sahay.

M401 - INTERNATIONAL BUSINESS MANAGEMENT

This course introduces students to the world of international business and management
by studying cultural influences, government, and business structures in our global
economy. Students also learn about trade relations, international finance and legal and
labor agreements. Also covered, are topics on information needs, production systems,
marketing and promotion.

Objectives:

    By taking this course, students should be able to:

 In general, provide a theoretical and practical basis for conducting effective global
communication;
 In general, examine the role of managing cultural synergy within the global business
environment with emphasis on organizational and interpersonal communication and
negotiation skills, and, more specifically;
 Develop an understanding of cultures and subcultures and the role they play in
communicating and negotiating effectively in a global business environment;
 Increase understanding of universal systems as they relate to communicating and
negotiating in a global setting;
  Examine contrasting cultural values and their impact on the international
communication and negotiating process,;
 Evaluate verbal thought patterns and nonverbal cues as they relate to conducting
business abroad or in a multicultural domestic environment;
 Increase communication and negotiation effectiveness across cultures by examining
language diversities, verbal dueling, high and low content language, and conversation
taboos;
 Sharpen interpersonal and group communication skills as they relate to conducting
world business;

Topics:

1 Globalization & factors affecting/driving/influencing globalization

2 The need & significance of environmental analysis & scanning in international trade also known as
the PESTEL framework

3 The W.T.O. – origins, history, various agreements, & its implications on India

4 Laws governing international trade & specific areas of concern in international trade with reference
to the same

5 Trade & Economic theories governing foundations & basis of international trade – Classical &
Modern theories

6 Types of trade barriers -: Tariff & Nontariff barriers

7 Types of trade blocs

8 Balance of Payments concept

9 International Financial System - The Bretton Woods Twins & UNCTAD with special emphasis on
their functioning & regulating the Post World War – II international trade

10 Market Entry Strategies & its significance in International Business

11 The MNC Life Cycle theory & its unique significance in International Trade & the arguments for &
against MNC’s

12 “EXIM POLICY 04-09” – its features & its role in augmenting India’s trade competitiveness

Core Text Book:

1. International Business Management: - Francis Cherunilam

Reference Book:-

1. International Business Management: - Charles Hill & Arun Jain

 M402 - PROJECT MANAGEMENT

Objectives:

The course has been designed to create an awareness of the need for systematic management of projects.
This application-oriented course provides the skill in executing various projects, starting from project
identification till project termination.

Topics:

1 System approach to PM. Defining project goals

a. Generation and Screening of project idea ( Brain storming )
b. Market demand and situational analysis ( Controllable & uncontrollable
factors)
2 Project proposal
a. Technical Feasibility analysis
b. Financial Feasibility analysis
c. Operational Feasibility Analysis of project
d. Risk analysis at various stages

3 Creating Cross functional project team

a. Define accountability & responsibility matrix.
b. Define escalation levels. Resource allocation.

4 Creating project schedules

a. WBS, Schedule charts, Defining critical mile stones.
b. Network scheduling

5 Project control & reporting

a. Cost, time & Quality control
b. Control process , Setting variance limits , Performance Index
c. Monitoring. Project review meeting , follow up on MOM
d. Closing the contract , Project summary & learning
e. Project documentation and handover
f. Responsibility termination.

Core Text Book:

1. Project management for Business and Technology Principles & Practice

II edn , John M. Nicolas

Reference Books:

1. Projects: Planning analysis, & selection Sixth Edn Prasanna Chandra

2. Project management in new product development
Bruce T Barkley

3. Chandra Prasanna.: Project Preparation, Appraisal, Budgeting and

Implementation. 3rd ed., New Delhi, Westville, 1995.

M403 - STRATEGIC MARKETING

Objectives:

Being a capstone course of the Marketing Module, some of the key objectives of this course are:
 To help students sharpen their analytical abilities in integrating strategic marketing decision in a
comprehensive manner.
 To become familiar with the concepts and framework in marketing strategy, strategic market
planning, competition analysis and in creating competitive advantage.
 To relate marketing in the context of the whole organization with special emphasis on strategic
management.

Topics:

1. Overview of Marketing Strategy - Relationship with Corporate Vision, Mission and Objectives.
Market-led strategic management. (2)
2. Strategic Marketing analysis – Identification of attractive markets, Industry/ business analysis and
sustaining competitive advantage. (2)
3. Segmentation, Targeting and positioning principles - The process of market definition -
Determining alternative market or segment attractiveness – Making market and segment choices -
Alternative targeting strategies - Principles of competitive positioning - Communicating the competitive
position (4)
4. Product & Industry Life Cycle - Marketing strategy formulation across PLC stages, Marketing
strategy formulation for – emerging markets, growth markets, mature, declining, fragmented markets for
products (goods and services) (4)
5. New product development and introduction strategies - Speeding new product development -
Organizing for new product development - Planned innovation -Planned or unplanned strategy
withdrawals / obsolescence (4)
6. Offensive and defensive competitive strategies - Build strategies - Hold strategies - Market nicer
strategies - Harvesting strategies - Divestment/deletion (4)
7. Competing through superior service and customer relationships - The three ‘S’s of customer
service - Providing superior service - Measuring and monitoring customer satisfaction (4)
8. Competing through e-Marketing - The impact of e-Marketing on marketing Strategy (2)
9. Integration of Marketing Strategies - Application to different business sectors –FMCG, Industrial, &
Services. Constraints in marketing strategy implementation. Periodical assessment. (4)

Core Text Book:

1. Marketing Strategy - Boyd Walker, Mullins Larrech, TMGH

Reference Books:

1. Strategic Marketing Management - David Aaker

 2. Principles of Marketing - Philip Kotler, Gary Armstrong
3. For contemporary case studies students should refer to the periodicals and journals.

M404 - INTERNATIONAL MARKETING

Objectives:

The course participants will become more familiar with the nature and practices of international
marketing. They should feel equally confident to beable to distinguish international marketing mechanics
from the domestic marketing models and approaches.
*They would be far more equipped to design and participate in designing an
international marketing strategy.
* The spin-off benefits to the participants should be to develop in them a right
attitude, inject enthusiasm and hone their interactive ability as they address
the issues and challenges of operating in the international markets.

Topics:

1 Introduction to Global Marketing Management

2 Global Marketing Environment - PESTEL Framework
3 Market Entry Strategies -I
4 Market Entry Strategies - II
5 Global Marketing Research (I) - Planning, Implementation & Control
6 Global Marketing Research (II) - Role of IT
7 Global Marketing Program (I) - Overview of STP
8 Global Marketing Program (II) - Managing the Marketing Mix
9 Significance of PLC in International Marketing (I)
10 Designing Competitive Marketing Strategy & Stages of PLC (II)
11 Branding Strategies in International Marketing Context (I) - Products
12 Branding Strategies in International Marketing Context (II) - Services
13 Integrated Marketing Communications & Advertising in Global Marketing
14 SalesManagement,Direct Marketing, Online Virtual Marketing Programs
15 Managing Marketing Channels & Logistics (I) - Global Marketing
16 Global Retailing & Logistics (II) - Global Marketing
17 Designing Competitive Pricing Strategies in International Marketing

Core Text Book:

1. International Marketing - Dipak Jain

Reference Books:

1. International Marketing - Sak Onkvisit

2. International Marketing - Stanley Paliwoda
3. International Marketing - Warren Keegan
4. Marketing Management - Phillip Kotler
5. Strategic Brand Management - Keller
6. Advertising Management - Batra,Aaker,Myers
 M405 - RURAL MARKETING

Objectives:

At the end of the course it is expected that the students will be

* Able to understand the present level of penetration of products and services in Rural Markets
and its potential. Familiar with the changing profile of the rural consumer and at its
consumption pattern.
* Exposed to the innovative marketing strategies developed by Indian firms as well as MNCs for
the Rural Markets.
* Comfortable in designing product, price, distribution and promotional strategies for different
classes of product targeted at Rural Consumers

Topics:

1 Rural Marketing: Introduction; Scope; Nature, Significance,

2 Rural Vs Urban Marketing; Attractiveness of Rural Markets,
3 Rural Market Environment and the Structure of Indian Market:
a. Indian Economy and the rural Context; Rural urban Disparities;
b. The development exercise; Rural Urban disparities; Policy interventions;
c. Rural India in the in the new age
4 Rural Consumer Behavior, Changing Profile of the Rural Consumer
5 Marketing Information system and MR for Rural Markets
6 STP Marketing in Rural Context
7 Product Strategies for rural Markets
8 Pricing strategies for the rural market
9 Promotion strategy for the rural markets
10 Distribution Strategies for rural Markets
11 Agricultural Inputs Marketing and Marketing of Agricultural Produce
12 Rural Marketing and Corporate Social Responsibility
13 Study of the initiatives:
a. ITC e-Chaupal
b. HLL Project Shakti

Core Text Book:

1. Rural Marketing Text and Cases: CSG Krishnamacharyulu & Lalitha Ramakrishnan

Reference Text Books:

1. Rural Marketing - Geoff Lancaster

2. Agri-Business Marketing - Dr. S.W.Bhave
 M406 - CUSTOMER RELATIONSHIP MANAGEMENT

Objectives:

The objective of this course is to introduce students to the concepts and methods of
customer relationship management (CRM). The course will have a hands-on,
methodological orientation. The goal is to put students in contact with real world
applications and databases. Students will explore three key building blocks of CRM
databases: data, technology and statistical techniques. Upon completing this course,
students should have a working knowledge of CRM and related database marketing
techniques, and an appreciation of their potential and limitations.
Specific course objectives are to:
1. Help you understand how analytical techniques and computer models can enhance
decision
making by converting data and information into insights and decisions.
2. Help you learn to view marketing phenomena and processes in ways that are
amenable to
decision making.
3. Expose you to a number of examples of the successful use of CRM database and
develop
your abilities to build, modify, and implement CRM database.
4. Help you to learn what the tools and software are available for CRM and what they
can do
as well as what they cannot do.
5. Help you to plan your future careers in marketing and management consulting.

The general objects of the learning practices used in this course are to introduce,
reinforce and
assess your transferable skills in:
• Critical thinking
• Information handling
• Case study analysis

Topics:

1 Changing nature of Marketing and customer services

a. Re look at marketing methods
b. Characteristics of empowered customers
c. Emerging trends in marketing
d. Changing nature of customer service
e. Emergence of CRM
f. Case study: BPCL matching customer expectation

2) CRM overview and basic concept

a. Definition, nature and concept
b. Identifying and deciding Key customers
 c. Strategies for key customers
d. Segmentation
e. Campaign management
f. Personalization
g. Operational; and analytical CRM
h. Case : TATA motors : Getting its CRM right
i. Assignment: Choose any bank and explain how they are focusing on
j. Key customers
k. (b) Strategies for key customers

3 CRM in marketing
a. Product to customer
b. CRM Marketing initiatives
c. Case : Eddie Bauer

4 Building CRM:
a. Customer accusation
b. Input for accusation
c. Requisites for effective accusation
d. Attention on adoption process
e. Customer interaction management
f. Routes to CIM

5 Economies of Building CRM

a. Customer Lifetime Value
b. Measuring the equity in customer relationship
c. Customer acquisition cost
d. Referrals
e. Benefits of hoosing the right customers
f. Case: Shoppers stop :building profitable customer relationship
g. Assignment: Choose any company from any sector and find out the customer referral
programmes used by them

6 Customer Value and Satisfaction: Precursors to successful CRM

a. Customer value
b. Enhancing customer value
c. Customer satisfaction and CRM
d. Delighting the customer
e. Measuring Relationship at risk
f. Effect on customer loyalty
g. Case : Fair and Lovely: Offering higher customer value and satisfaction
h. Assignment: Choose any product or service and suggest what can be done to ensure better
customer satisfaction
7) Customer retention strategy
a. Evolution of Relationship marketing program
b. CRM for retaining customers
c. Problem identification management

8) Win back And Acquisition Strategy

a. Identify and recon tact who is about to terminate
b. Acquisition
9) Sales Force Automation:
a. SFA cradle of CRM
b. Tasks for SFA
c. Understanding resistance to SFA
d. Automated customer service system
e. call centers
f. Characters tics of service providers
g. Case : Hewlett and Packard

10 Planning For CRM

a. Building Customer Centricity
b. Setting CRM objectives
c. Data requirement
d. Planning desired output
e. Elements in CRM planning
f. Issues in CRM planning
g. Defining the CRM success
h. Preparing the CRM business plan
i. Understanding the business process
j. Case: Verizon
k. Case: TITAN :Taking the first step in CRM

11 CRM Strategy
a. Strategic orientation of CRM
b. Extending the concept of relationship
c. The technology orientation
d. A strategic framework for CRM
e. Planning for success
f. Change management
g. Case study: ICICI bank Its CRM strategies

12 CRM Process
a. Objective of CRM process
b. CRM business transformation

13 CRM Implementation
a. Preparing for CRM Implementation
b. Dimensions of CRM Implementation
c. Technology in implementation
d. Steps
e. Expected benefits
f. Choosing the right implementation approach
g. CRM implementation : Best Practice
h. Case: Mahindra and Mahindra Its CRM initiatives

14 CRM Tools
a. Steps in preparing IT system for CRm
b. Using IT system for better CRM
c. Issues for consideration in CRm tool selection
 d. Tools for CRM
e. Assignment: Study various CRM tools available in context of any one company

15 Guarding against CRM failures

a. Creating the right culture
b. Ensuring right CRM implementation
c. The 7 deadly sins in CRM
d. Assignment: Find a company that has failed in its CRm initiatives and prepair the reasons for
its failure with recommendations for improvement

16 CRM in Practice
a. CRM in Manufacturing
b. CRM in Insurance
c. CRM in Airlines
d. CRM in Hotels
e. CRM in Telecom

17 Cases on CRM sites

a. www.circuitcity.com
b. www.marsh.net
c. www.amazon.com
d. www.gap.com

Core Text Book:

1. The CRM handbook By Jill Dyche

Reference Books:

1. CRM By Willium G Zikmund

2. CRM By Greenberg

M407 – CASES IN MARKETING

Objectives:

The following case studies extend the approaches illustrated in decision support systems to directly
address multiple objectives in Marketing. The aim of these case studies is to illustrate new approaches to
marketing management by combining tools and objectives that have traditionally supported single sector
management. In these cases, the focus is more on advancing approaches than arriving at "answers". The
Objective, to assist organizations in managing the vast quantities of unstructured information that drive
their businesses.