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8/8/2019 IV Term Syllabus
1/24
INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
CORE SUBJECT
COURSE 22- MARKETING STRATEGIES
SUBJECT CODE MKT 500 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES : This course focuses on the development and implementation of strategies to deal with
the various aspects of marketing .
1 The concept of strategy in Marketing .2 Marketing Strategy and Decision Making Opportunity Analysis
3 Formulating Marketing Strategy
4 Customer Decision Making
5 Life cycle
6 Market Segmentation
7 Product Positioning
8 Market Response
9 Competitive Behavior
10 Management of Established Products and New Product Development .
11 The Marketing Plan12 Creating Strategic change in evolutionary markets
13 Evaluation and implementation of Strategy
Books Recommended :
1.Marketing Management & Strategy - Kotler & cox
2.Strategic Marketing - Cady & Buzzell
3.Advanced Marketing Strategy - Urban & Star
4.Strategic Market Planning - Hamper & baugh
5.Marketing Strategy - Walker Boyd, Mullins Larrede
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
CORE SUBJECTCOURSE 23- PROJECT MANAGEMENT
SUBJECT CODE FIN 690 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES : This course focuses on the Project Management Techniques and Financing Methods
.
UNIT I : Concept of Project Management Categories of Projects - Project Life cycle Phases Tools and
Techniques for project Management The project manager Roles and responsibilities of Project manager .
UNIT II : Establishing a project Technical Financial and operational Feasibility of Project Feasibility report
Defining scope Time cost and performance goals Project implementation schedule
UNIT III: Systems and Procedures for Project Implementation Working of systems -Design of systems Work
Breakdown structure Project execution plan Project Procedure Manual - Project control systems Planning
scheduling and Monitoring with PERT/CPM Project Diary .
UNIT IV : Project Direction Coordination and control Project Direction -Communication in a project Project
coordination Project control Performance control schedule control cost control.
UNIT V : Project Management performance Performance indicators Performance improvement Project
management environment .
UNIT VI: Project Financing -Sources of Terms Loans Types of term Loans Indian Financial Institutions and
their various Term Loan schemes .
UNIT VII : Term loan Application and Appraisal .
UNIT VIII : Documentation and Procedures for term Loans for Financial Institutions .
UNIT IX : Venture capital - concept and Dimensions of Venture capital Functions of venture capital Venture
capital in India Venture capital schemes Future of venture capital in India .
UNIT X : Shares and stock as sources of Long term Financing .
UNIT XI : Bonds and Debentures as sources of Long term Financing .
8/8/2019 IV Term Syllabus
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BOOKS RECOMMENDED :
1.Project Management - S. Choudary
2.Handbook of Project Financing - Jay Narayan Vyas
3.Projects : Preparation , Appraisal ,Budgeting & implementation - Prasanna Chandra
4.Project Evaluation & Management - M.K.Singh & A.Mahadevan
5.Project Financing Polices ,Procedures ,Practices with relevant
SEBI guidelines - H.P .Pahwa .
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
CORE SUBJECT
COURSE 24- FINANCIAL MANAGEMENT
SUBJECT CODE FIN 500 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COUSRE OBJECTIVES : Understanding advanced Financial policies ,Financial Planning and control methods
in corporate environment .
1. Nature of Financial Management Planning & Forecasting
2. Financial Analysis Sources and Application of Funds
3. Profit Planing.
4. Working capital management Management of Inventory -Receivables and cash
Capital structure cost of capital weighted average cost of capital EBIT -EPS analysis Indifference
point .Analysis of Leverage operating Financial and composite
6. Capital Project evaluation
7. Dividend Policy
8. Corporate Restructuring
9. Lease Financing
10 Tax Planning
Books Recommended :
1.Financial Management- theory and practice - Prasanna Chandra
2.Financial Management - I.M.Pandey
3.Financial Management - Jain and Khan
4.Financial Management - James Van Horne .
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
CORE SUBJECTCOURSE 25- BUSINESS POLICY & STRATEGIC MANAGEMENT
SUBJECT CODE 635 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES : To orient the students that business works in an environment of constant change and
to prepare them about the policies and strategies required for suitability responding to such changes for survival
,growth ,excellence and if possible create the change .
UNIT 1 : INTRODUCTION
Nature ,-special characteristics and scope - history and evolution-, mission & goals- objective setting - policies
types and classifications - significance of the subject.
UNIT 2 : BUSINESS AND SOCIETY
Business as a subsystem of society- social responsibility- social audit - business ethics - social responsibility of
Indian businessman.
UNIT 3 : BUSINESS AND ENVIRONMENT
Scanning business environment- internal appraisal or organizational appraisal- techniques for scanning external
environment- sources of data & techniques -impact of international environment on business.
UNIT 4 : FORMULATION OF STRATEGY
Different approaches to strategy formulation intuitive approach etc-, grand strategy alternatives stability -
growth - retrenchment etc., - external growth strategies.
UNIT 5: EVALUATION / CHOICE OF STRATEGY
Techniques of evaluation subjective and objective techniques implementation special considerations in
implementing policy- mbo mbe-, mckenzeys model , a brief discussion on functional policies production -
finance - hrm and marketing.
Books Recommended :
1.Business Policy & strategic management - Azhar Kazmi
2.Strategic Planning & management - P.K.Ghosh
3.Business Planning & Policy - Mammoria , Mammoria & Rao
4.Essence of strategic management - Bowman
5.Business policy & strategy - Cherunilam
6.Strategic management - Indian context -Srinivasan
7.Business policy & strategic management - David hunger
8.Strategic management theory-an integrated approach - Charles Hill
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
MARKETING ELECTIVE -1
SERVICES MARKETING
SUBJECT CODE MKT 690 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES:
This course discusses various marketing strategies which are used to market the services. Hotel Airlines,
Courier and Financial services are some important examples of such services
UNIT I :
Understanding services What are the services Growth in services services Vs Manufacturing firms
characteristics of services Intangibility variability services delivery process.
UNIT II
Classifying services for strategic marketing
UNIT III
Services Marketing Mix
UNIT IV
Sales Promotion and advertising of services
UNIT V
Services positioning
UNIT VI
Franchising and Distribution Strategies
UNIT VII
Customer contact approach to services
UNIT VIII
Organizational and other problems in services marketing
UNIT IX
Mastering service quality Managing gaps
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UNIT X
Marketing of selected special services Hotels , Airlines , Courier Financial services
`
BOOKS RECOMMENDED :
1.Marketing of services - Harsh V.Verma
2.Managing services - Christopher H.Lovelock
3.Service Marketing - Ravi Shankar
4.Service Marketing - C.Bhattacharjee
5.Essentials of services marketing - Douglas Hoffman & John Bateson.
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
MARKETING ELECTIVE - 2
FIELD SALES MANAGEMENT
SUBJECT CODE MKT 640 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES: This course aims at the management of sales personnel working in the field.
UNIT I :
Sales personnel categories, Planning and forecasting Sales Personnel requirements Selling Process.
UNIT II
Selection Recruitment Training and development of sales personnel Supervision staff and managerial
personnel Training of sales force Training of supervisory and managerial staff .
UNIT III
Management of Marketing Personnel Allocation of Personnel Territories Fixing Sales Targets Preparing
Travel Pro grammes Performance Appraisal of Field Staff .
UNIT IV
Compensation Schemes Salary Grades Prerequisites Commissions - Bonus Prices Awards etc Cost
Benefit Analysis of compensation schemes .
UNIT V
Organization of Sales Staff Functional and Divisional organization Factors Governing an effective
Organizational structure .
UNIT VI
An effective sales executive
UNIT VII
On line Sales Management and telemarketing .
BOOKS RECOMMENDED:
1.Sales Management - Still, Cundiff , Govant
2.Sales Management Concepts and Cases - Douglas .J. Darymple
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
MARKETING ELECTIVE - 3
PRODUCT MANAGEMENT
SUBJECT CODE MKT 670 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVE : This course aims at the product development strategies starting with identifying the
need of a new product.
1. Introducing to product management
2. New product development strategies
3. Proactive new product development process
4. Market definition and entry strategy
5. Idea generation
6. Concept testing
7. Perceptual Mapping Identification of Strategic Benefits
8. Customer Needs and Perceptual Mapping Methods and procedures
9. Conjoint analysis Principles and advantages.10. Strategic Product positioning and customer preferences
11. Benefit segmentation and product positioning
12. Estimating sales potential
13. Advertising and product testing
14. Pre test market Forecasting
15. Test Marketing
16. Launching the product
17. Managing through life cycle.
Books Recommended :
1.Design and Marketing of New products - Urban and Hauser
2.Managing New products - Thomas D. Kuczmarski
3.Managing new product development - Robert J .Dolin.
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
MARKETING ELECTIVE - 4
INTEGRATED MARKETING COMMUNICATION
SUBJECT CODE MKT 610 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES :
This course deals with the various methods of communication to reach to the ultimate consumer and the
effectiveness of these methods.
UNIT I
Advertising Origin Function Types of advertising Purpose of advertising campaigns- Advertising Scene in
India .
UNIT II
Role of advertising in the marketing mis Differences with personal selling Publicity Public relations Sales
Promotion and Direct Response .
UNIT III
Advertising agency structure functions selection Accreditation requirements .
UNIT IV
Advertising decision models consumer profile study .
UNIT V
Campaign development Strategy Positing Message structure and development Techniques in print and
television campaign evaluation.
UNIT VI
Printing Methods and Paper stock selection.
UNIT VII
Media Strategy-Plan-Execution Quantitative models
UNIT VIII
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Budget Methods-Quantitative models.
UNIT IX :
Pre- Post advertising research
UNIT X
Business to business advertising Functions Purposes Differences with consumer advertising .
UNIT XI
Publicity
UNIT XII
Public relations Functions Programmes -Purposes Corporate advertising and Promotion Programmes.
UNIT XIII
Response methods- Functions-Data base testing
UNIT XIV
Laws Governing advertising
UNIT XV
Industry association Consumer forums
UNIT XVI
Sales promotion Functions Types Purpose
UNIT XVII
Merchandising Function Types Purpose
UNIT XVIII
Specialized advertising campaign
a. Rural
b. Retail
c. financial
d.Issues ( Advocacy advertising )
BOOKS RECOMMENDED :
1.Advertising Procedure - Otto Klepner
2.Advertising - Maurice Mandell
3.Advertising Principles ,Problems & cases - Dirksen , Kroeger & Nicosia.
4.Advertising and Promotion - George Belch & Micheal Blech
5.Integrated Advertising
Promotions and Marketing - Kenneth Clow and Donald Black.
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
FINANCE ELECTIVE - 1
MONEY AND CAPITAL MARKETS
SUBJECT CODE FIN 620 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES:
The objective of the course is to make the students aware of the functioning of the national and international
money market and stock market, various players in these markets, instruments etc. This course does not go into
the details of evaluation and analysis of various instruments and their issue procedure etc.
UNIT I National and international capital markets and flow of funds.
UNIT II Primary and secondary market instruments
UNIT III Derivatives market
UNIT IV National and international Money markets instruments.
UNIT V Stock market in India
UNIT VI International stock markets
UNIT VII Government securities market
UNIT VIII Venture capital Financing
UNIT IX Regulatory framework of the capital markets
UNIT X Capital market intermediaries and their regulations
UNIT XI Terminology of money & capital markets
UNIT XII Recent developments in money and capital markets
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Books Recommended:
1.Economics of money , Banking & financial markets - F.S.Mishkin
2.Capital market , Institution & Instruments - Fabozzl & Modighani
3.Investment & securities markets in India - V.A. Avadhni
4.OTC Exchange of India capital market - Nipun S.Mehta
5.Profile of Indian capital market - V.Vinayyakam
6.Stock Market - Praten Cliff
7.Financial Markets & The Economy - C.N. Henming
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
FINANCE ELECTIVE - 2
MERCHANT BANKING
SUBJECT CODE FIN 630 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES:
The focus of the course is on the role and activities of merchant bankers in the financial systems and various
financial services.
UNIT I - Concept of Merchant banking Functions of a merchant banker Role of merchant bankers
Merchant banking in India SEBI guidelines to regulate the working of merchant banking.
UNIT II - Public issues management of public issues Pricing and marketing of public issues rights issue
and Private placements.
UNIT III - Debit Instruments
UNIT IV - Capital underwriting in India
UNIT V - An overview of Financial services industry and trends in the Financial services field strategic and
organizational consideration in developing new financial service products .
UNIT VI - Credit rating services
UNIT VII - Factoring services
UNIT VIII - Insurance services .
UNIT IX - Custodial services
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UNIT X - Corporate advisory services
UNIT XI - Recent developments in Merchant banking and financial services.
Books Recommended:
1.Financial services in India - M.A .Kohok
2.Merchant banking - J.N.Dhankar
3.Essentials of Business Finance - R.M. Srivastava
4.Merchant Banking and Financial services - Dr .S.Guruswamy .
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9. Stock market indicators
10. Fundamental analysis- Economy industry company Qualitative & quantitative analysis
11. Technical analysis traditional analysis and modern analysis
Efficient market theory
12. Equity research Sources of financial information -industry analysis company analysis .
Books Recommended :
1.Security analysis and Portfolio management - Donald E.Fischer & Ronald J .Jordan
2.Investment management - V.K.Bhalla
3.Security analysis and Portfolio management - Sudhindra Bhatt
4.Security analysis and portfolio management - Dr. Punithavathy Pandian
8/8/2019 IV Term Syllabus
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
FINANCE ELECTIVE - 4
MULTINATIONAL CORPORATE FINANCE
SUBJECT CODE FIN 670 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES : This course focuses on financial planning ,decision making and risk management in a
multinational corporation.
UNIT I : The multinational firm goals and constraints development of a multinational firm An overview of
finance function in international operations
UNIT II : The international financial and Monetary system Exchange rate mechanisms and Forex dealings .
UNIT III : Foreign exchange market .
UNIT IV : Factors affecting exchange rate and forecasting exchange rates .
UNIT V : Forex Derivatives swaps futures and options .
UNIT VI : Management of Forex risk Managing economic exposures Managing Transactions exposure
Managing Translation exposure .
UNIT VII : Exchange Dealings and currency position.
UNIT VIII : Working capital management in a multinational firm .
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UNIT IX : Capital budgeting in Multinational firm .
UNIT X : Cost of capital and Financial structure of a Multinational firm .
UNIT XI : Recent developments and issues in MNF .
Books Recommended :
1.International Financial Management - Alan .C, Sharpio
2.International Finance - Maurice d.Levy
3.International Finance - Adrian Buckley
4.International Financial Management - Jeff Madura
INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
HR ELECTIVE - 1
TRAINING AND DEVELOPMENT
SUBJECT CODE HRM 610 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES :
To understand the systematic approach to training and development
To enable the students to conduct assessment of the training needs, design and implement training and
development
To evaluate the effectiveness of training and development interventions.
UNIT I:
Training and Development An overview of Organizational Context
UNIT II:
Organization Strategy, HR Strategy, and its linkage with Training Strategy, Systematic
Approach to training and development
UNIT III:
Principal of Learning, Transfer of Learning, Training Needs, Identification and Assessment (TNA)
UNIT IV:
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Designing Training Modules, Training Methods, Management of Training and Development logistics
UNIT V:
Evaluation of Training effectiveness, Learning Organizations, Current and Emerging trends in training and
development.
Books Recommended:
1. American Society for Training and Development (ASTD)
2.Hand Book of Training and Development - Saha
INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
HR ELECTIVEM - 2
ADVANCED HUMAN RESOURCES MANAGEMENT
SUBJECT CODE HRM 630 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVE: To impart advanced and latest inputs regarding utilization of human resources in
modern organizations for students opted for HR specification.
Unit 1 NATURE AND SCOPE
Introduction Evolution of Human Resource Development as a management philosophy Scope and
importance Personnel management vs Human Resources Development Human resources system
designing, HRD Policies, Competencies required for HRD Functions, Future of HRD, Assessing specialized
HRD needs of different types of Oganisations.
Unit 2 INDUCTION AND CAREER MANAGEMENT
Human Resource planning scheme for large organisations Managerial Approach and important steps
involved - Initiating the new employee into the Organization Detailed Induction Programme Career Planning
and Development, Succession Planning Executive Grooming, Mentoring. Quality of Work Life (QWL),
Preconditions to QWL, How to Improve QWL.
Unit - 3 DEVELOPMENT INITIATIVES
Setting up and maintaining an effective Training and Development department - Self Development and
Management Development Managerial issues, Various Techniques of Training & Development suitable to
advanced Applications, Management Development.
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Unit -4 APPRAISAL AND COUNSELLING
Performance Assessment and Performance Management-Basic Concepts - Attrition and Talent retention -
Vocational & Performance counseling and interpersonal Feedback Developing
dynamic relationship through effective counseling
Unit-5 HR DYNAMICS:
Management of Change, resistance to Change, Techniques to overcome, HR Records and Audit, Typical Audit
procedure for large Organisations, Organization Culture and HRD Interface, and Loyalty towards
Organisations, Identification with Organisations interests
Books Recommended :
1.Designing and Managing Human .Resources Systems, - Pareek udai & Rao
3.Performance Appraisal: Theory and Practice - Rao T.V,
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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
HR ELECTIVE - 3
ORGANISATIONAL DEVELOPMENT
SUBJECT CODE HRM 690 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES :To study the theory and importance of OD . To study the importance of OD
interventions and its key consideration and issues .
UNIT I : An introduction to OD
UNIT II : Theory and management of OD .
UNIT III : OD interventions
a. An overview
b. Team interventions
c. Inter group and third party peacemaking interventions
comprehensive OD interventions
e. Structural interventions and the applicability of OD
UNIT IV : Key considerations and issues
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Books Recommended :
1.Organizational development - French & Bell
2.Organizational development - Fench,Bell & Zawaseki
INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103
TERM IV
HR ELECTIVE - 4
INDUSTRIAL & LABOUR LAWS
SUBJECT CODE HRM 620 INTERNAL
50 MARKS
EXTERNAL
50 MARKS
TOTAL
100 MARKS
COURSE OBJECTIVES : To provide a comprehensive package of inputs of important pieces of Labor Laws toenable the students gain working Knowledge in the practical field of Labor Legislation and connected authorities
.
Unit 1
Legal Administration and Court practices. Industrial Employment (Standing Orders) Act, 1946: Objects,
Concepts and Nature of Standing Orders Provisions regarding certification and operation of standing orders
Contract Labor(Abolition & Regulation ) Act, The Shops and Commercial Establishments Act.
Unit 2
Factories Act, 1948: Objects, definitions, Provisions relating to - Health, Safety, Welfare, working hours and
leave, Women and Young Persons, Special Provisions on Hazardous Factories.
Apprentices Act,1961- Nature of Apprenticeship Contract, Duties and obligations of the Employer and
apprentice, Powers of the Apprentice Advisor, Allotment of Apprentices to Designated Trades.
Unit 3
Employees State Insurance Act, 1948: Objects, The Employees State Insurance Corporation and Types of
Benefits, Rules regarding Contributions , Rules regarding Benefits Standing committee and medical benefit
council provisions relating to contributions Offences and penalties Miscellaneous provisions. Trade Union
Act, 1926: Objects Registration of trade unions Rights and liabilities of registered trade unions Registered
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and Recognized Union Procedure
Unit 4
Industrial Disputes Act, 1947: Objects Industrial Dispute and Individual Dispute Authorities for settlement of
Industrial Disputes Reference to Industrial Disputes Procedure Powers and duties of authorities Strike
Lock-out Lay-off Retrenchment Unfair Labor Practices.
Payment of Wages Act, 1936: Objects Provision relating to responsibility for payment of wages Authorized
deductions, limits to deductions
UNIT--5
Payment of Gratuity Act, 1972: Payment of Bonus Act, 1965 Computation of available surplus & allocable
surplus, Accounting year, deduction from bonus payable set on and set off provisions
Books Recommended :
Industrial Laws. - Kapoor .N.D.
Industrial Laws - Shukla.M.C
Relevant Bare Acts
Industrial Laws - Batra & Kalra