Syllabus Book Let Btach 2011-13

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Indira School of Business Studies

Syllabi

Postgraduate Diploma in Management

2011-2013

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 courses is Post Graduate Diploma in Management.

Objectives

The basic objectives of the PGDM are:

y 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.

y To develop managers and entrepreneurs in the field of management , who can serve as

engines of national and global economic growth and innovation

y To foster strategic alliance with industry for research and its application.

y To inculcate the ethical, social and moral values in which is basis of humane social order.

Eligibility

Candidates who possess a bachelors degree in any stream (3/4 Year) from any statutory university withatleast 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 are 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-semester examination

etc.

Specialization:

Students of PGDM are provided with three choices for their specialization, viz: Human Resource

Management, Marketing and Finance.



P REF A CE

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) is approved by All India Council for technical Education.



Subject : Organizational Behavior (OB)

Course : PGDM Semester -I Course Code : 101A Revised on : April 2011 Total Hrs : 30

_______________________________________________________________________

The objectives of this course are: To work with, in, or for organizations, and, very likely at some point,

to create own business enterprise and/or a service organization to help the community. To help

students understand how people and organizations function, based on the latest social science

research on work, workers, and organizations. To help students learn how to effectively manage

relationships with coworkers, managers, subordinates clients and customers to begin

acquainting students with the ever-growing body of evidence that will be available to them

throughout their career regarding effective organizations and management practice.To make

students literate, well-informed professional, able to make decisions that reflect best available

evidence regarding effective practice.

Core text book for Reading:

Stephen P. Robbins, Seema Sanghi, Essentials of Organizational Behavior, 8th edition.

(Pearson/Prentice Hall 2005)

Organizational Behavior by Fred Luthans

Reference book for Reading

Newstrom John W. - Organizational Behaviour: Human Behavour at Work (Tata Mc Graw Hill,

12th Edition)

Luthans Fred - Organizational Behaviour (Tata Mc Graw Hill)

Mc Shane L. Steven, Glinow Mary Ann Von & Sharma

Radha R. - Organizational Behaviour (Tata Mc Graw Hill, 3rd Edition) Ashwathapa: Organizational Behavior

Keith and Davis, Organizational Behavior

Stevan Mcshane, Organizational Behavior

R.S. Dwivedi, Human Relations and Organizational Behavior : Global Perspective

Anjali Ghanekar, Organizational Behavior

Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers

and assignments

Sr. No Topic

Unit 1 Intro and Scope

Intro & Scope

Characteristics



Models of Organizational Behavior

Contemporary OB

Unit 2 Perception & Attribution

Concept and Nature

Process, Importance

Perception Models

Unit 3 Attitude

Concept

Process and Importance

Attitude Measurement

Unit 4 Personality

Concept and Nature

Types and Theories of Personality

Shaping Personality

Job Satisfaction

Unit 5 Learning Organizations

Concept and Theories of Learning

Learning Process

Knowledge worker

Unit 6 Innovation and Creativity in Organization

Concept and need

significance

Unit 7 Leadership

Concept

Functions



Style and Theories of Leadership

Unit 8 Motivation

Concept and importance

Theories of Motivation

Process of Motivation

Techniques of Motivation

Unit 9 Group Dynamics and Team Building

Nature and type of Groups

Group Development

Group Functions

Team: Nature

Effective Teamwork

Unit 10 Conflict Management

Concept

Sources

Types

Classification of Conflict: Intra, Individual,

Interpersonal, Intergroup and

Organizational

Resolution of Conflict

Meaning and Types of Grievance

Process of Grievance Handling

Unit 11 Organizational culture and Multi-culturism

Understanding culture

Types of culture

Managing Cultural Diversity



Unit 12 Organizational Change Management

Concept and Nature

Forces responsible for Change

Resistance to change

Managing Resistance to Change

Subject: PRINCIPLE AND PRACTICES OF MANAGEMENT

Course: PGDM Sem - I Course Code: 101B Revised On: Apr 2011 Total Hrs:30

Objectives:The purpose of this foundation course is to acclimatize students coming from variousstreams 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.

Core Text Books:

1. Stoner, Freeman, Gilbert. Jr. Management (Prenlice Hall of India, 6th Edition)

Reference Books:

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

2. Essential of Management: Koontz & Wehrich

3. Management Concepts & Cases - Andrew Durbin

4. Principles of Management - Richard Daft

5. Personnel Management - C. B. Mamoria

6. Management: Principles & Application Ricky Griffin

7. Principles of Management - Ramachandra Aryasri

Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers and

assignments

Sr. No Topic Duration

Unit 1 Basic concepts of management: Definition Need and Scope,



Different schools of management thought Behavioural,

Scientific, Systems, and Contingency

Role of Manager in changing scenario

Unit 2 Contribution of Management Thinkers: Taylor, Fayol, Elton Mayo,

Max Weber, Other Indian Contributers

Unit 3 Planning: Concept, Nature, Importance, Steps, Limitations,

Management by objectives

Unit 4 Organizing: concept, nature, importance, principles, centralization,

decentralization, Organization structure-line and staff

authority, functional, product, matrix, geographical,

customer. New forms of organization-virtual. Organization

s network-types of network organizations/cluster-self-

organization systems. Organizing design for change and

innovation-designing principles for new forms of

organizations.

Unit 5 Coordination: Division of labour, Interdependence of units , Pooled

Interdependence, Sequential interdependence, Reciprocalinterdependence

Unit 6 Staffing: Concept, Nature, Importance, Steps. knowledge worker.

Overview of HR function: Recruitment and Selection, Performance

Management System

Unit 7 Directing: Concept, nature importance.



Subject : Accounting for Managers

Course: PGDM Semester -I Course Code: 102

Revised on: April 2011 Total Hrs: 40 hours _______________________________________________________________________

Objective:The course provides an insight to the various concepts of Financial and Cost Accounting used

in decision making in managerial areas. The subject also introduces the students with the

recent developments in the field of Accounting and Costing.


1. Financial Accounting P.C. Tulsian

2. Accounting for Management Dr. Jawaharlal

3. Accountancy S Kr Paul

4. Advanced Accountancy R.L Gupta Radhaswamy

5. Accountancy for CA-PE-I P.C. Tulsian

6. Cost Accounting Dr. SN Maheshwari

7. Cost Accounting Saxena Vashist

8. Principles and Practice of Cost Accounting Ashish Bhattacharya

3.Pedagogy:Class room lectures -Theory and Numerical, Practical Application,Workshop

Sr No Topic Duration

Unit 1 Introduction to Accounting and Accounting Concepts (4)

1.1

1.2

Introduction to Basic Terminology viz, Business, Profit, Reserve, Dividend,

Sources of funds, liabilities, Assets, Income, Expenditure,

Freight or carriage, Discount and other important terms

Meaning and significance of Accounting, Users of Accounting information.

1.5

1

1.5

Unit 2 Significant Accounting Policies, Concepts and Accounting Standards (3)

2.1 Accounting Principles and Concepts 1



2.2

2.3

Accounting Standards

Accounting Policies, GAAP, IFRS

1

1

Unit 3 Accounting Mechanics, Process and System (12)

3.1

3.2

3.3

Accounting Equation

Journal, Subsidiary books, Cash Book, Ledger, Trial Balance

Introduction to Company Final Accounts and Vertical Balance Sheet

2

5

5

Unit 4 Workshop on how to read a Balance Sheet (1)

4.1

4.2

Analysis of Balance Sheet of manufacturing company

Analysis of Balance Sheet of I.T. Company

0.5

0.5

Unit 5 Introduction to Cost Accounting (2)

5.1

5.2

5.3.

Basic Concepts, Meaning and Significance of Costing

Relationship with financial Accounting

Elements of Cost Material, Labor and Overhead

1

0.5

0.5

Unit 6 Accounting of Cost (4)

6.1

6.2

Accounting of cost components

Preparation of Cost Sheet

1

3

Unit 7 Inventory Management (3)

7.1

7.2

7.3

Meaning of inventory

Accounting of Stock-FIFO, LIFO,WACO, Reorder-Level

New Developments in inventory Management-JIT, ABC Analysis

1

1

1

Unit 8 Marginal Costing and Decision Making (4)

8.1. Marginal Costing- Features and importance, Break Even Analysis 2

8.2 Applications of marginal costing in decision making 2

Unit 9. Standard Costing and Budgetary Control (7)



9.1 Process of Standard Costing and Variance Analysis 1

9.2 Problems on Material and Labor 2

9.3 Meaning of Budget, Budgeting and Budgetary Control 1

9.4 Problems on Cash Budget and Flexible Budget 3

Unit 10 Introduction to costing in service sector (1)

Subject: - Statistical and Quantitative Techniques Course: PGDM Semester ± I Course Code: 103

Revised on: April 2011 Total Hrs: 40 hrs ___________________________________ _ ___________________________________

1. Objective:

This course is intended for understanding of and application of statistics to help and reduce level of

uncertainty in the process of decision making. 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. 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. To give students an appreciation of

current developments statistics will be taught on MS Excel.

2.Core and text books for Reading:

1. Srivastava T. N. and Rego Shailaja, Statistics for Management, Tata McGraw-Hill Publishing Co.

Ltd.

2. Vohra N. D., Quantitative Techniques in Management, Tata McGraw-Hill Publishing Co. Ltd

3. Tulsian P. C., Pandey Vishal, Quantitative Techniques: Theory & Problems, Pearson Education

India4. Statistical Methods - S.P.Gupta

5. Statistics for Management - Levin and Rubin

6. Bajpai Naval, Business Statistics - Pearson Education

7. Sharma, J K - Quantitative Techniques

8. Anderson, Sweeney, Williams Statistics of business and economics

9. Beri, G C Business statistics



3. Pedagogy:

Class room lecture & Problems

Tutorial for practice of problems

20 hours of classroom input given to the students on MS Excel.

Sr. No. Topic Duration

Unit 1 Linear Programming (10)

1.1

1.2

1.3

Assignment Problems all methods

Transportation Problems all methods

Linear Programming Problems Formulation. Graphical solution

3

4

3

Unit 2 Data Tables and Graphs (5)

2.1

2.2

Arranging data to convey meaning - Tables, Graphs and Frequency Distribution

using MS Excel

3

2

Unit 3 Measures of Central Tendency (5)

3.1

3.2

Measures of Central Tendency Arithmetic Mean, Median, Mode. WeightedMean, Geo Mean, Forecasting Techniques - Moving Average using MS Excel

3

2

Unit 4 Measures of Dispersion (4)

4.1

4.2

Measures of Dispersion Range, Quartile, Mean Deviation, Standard Deviation,

Coefficient of Variation using MS Excel

2

2

Unit 5 Correlation and Regression (6)

5.1

5.2

Correlation Karl Pearson coefficient & Rank correlation, Multiple Correlation.

Simple and Multiple Regression (Linear) Equation and prediction using MS

Excel

3

3

Unit 6 Probability (4)

6.1 Probability Concept, Bayes theorem. Probability Distributions - Binomial, 2



6.2 Poisson and Normal using MS Excel 2

Unit 7 Queuing Theory (2)

7.1 Single Server (M/M/I, Infinite, FIFO) 2

Unit 8 Games Theory (2)

8.1 2x2 zero sum game - Pure Strategy and Mixed Strategy 2

Unit 9 Decision Theory (2)

9.1 Decision making under risk (EMV criteria) and Decision making under uncertainty 2

Syllabus Template

Subject: Managerial Economics for Decision Making

Course: PGDM Semester ±I

Course Code: _104 Revised on: April 2011Total Hrs: 40 Hrs

1. Objectives :

a. To understand and appreciate the concepts of managerial economics in theory andpractice

b. To evaluate and apply the environment of business, economics & apply the concepts of

economics

c. To understand the working and apply the various laws/phenomenon in economics

d. To have an elementary knowledge of consumer behaviour and marketing concepts &

their interface with economics which help in decision making

e. To understand and apply the concept of economics in marketing strategy formulation &

implementation such as pricing, costs, production, demand analysis & forecasting

2.

Core text book : Managerial Economics Mithani/ Seth/ Ahuja/ Maheshwari/Samuelson &

Nordhaus/ Mankiw / Dornbusch & Fischer

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture

& Test.




Unit 1 Nature & Scope of Managerial Economics(M.E.) 02

1.1

1.2

Managerial Economics (M.E.) & economic theory, nature of managerial

decision, branches of economics micro, macro etc, static & dynamic

economics, firm & the role of profits, nature of profits, role & functions

of profits

Marginal & Incremental Analysis, Average Marginal relationship,

fundamental theory of resource allocation

1

1

Unit 2 Demand Analysis & Theory of Consumer Choice 06

2.1

2.2

Demand Function, Market Demand, Firm Demand, Derived Demand,

Demand Function & Demand Curve Relationship, Cardinal & Ordinal

Utility theory, Indifference Curve Analysis.

Elasticity of Demand &Supply, Types, Factors affecting elasticity of

Demand, Applications, Demand Estimation & Forecasting,

Mathematical Derivation

3

3

Unit 3 Theory of Production & Cost Analysis 08

3.1 Production Function, Law of Variable returns, Applications, Production

function with one & two variable inputs

Concepts of costs, nature of costs, & cost analysis, LRAC, SRAC,

02



3.2

3.3

Economies & Diseconomies

Breakeven Analysis Graphic Method, Algebraic Method, Price

discrimination, Cost plus pricing, Pricing of multiple products Numerical

Problems on BEP & pricing

02

02

Unit 4 Pricing & Output Determination Part A & B 08

4.1

4.2

4.4

Perfect & Imperfect Competition- Average Marginal relationship, Long

Run & Short run equilibrium- Mathematical & Graphical Analysis.

Pricing & Output determination - Perfect Competition

Monopoly, Monopolistic Competition, Types, Nature, Oligopoly, Kinky

Oligopoly.

Comparison Perfect Competition/Monopoly/Monopolistic,

Government policies towards monopoly & competition, Non Price

Competition, Selling Costs, Production Costs, Advertising expenditure

Numerical problems Perfect Competition & Monopoly

02

02

02



Unit 5 Capital Budgeting & Decision Making 04

5.1

5.2

Meaning & importance, Steps in capital budgeting (long term

investment analysis) NPV & IRR Method Comparison (NPV & IRR)

Cost of Capital, CAPM, Capital budgeting -Decision making under risk

Numerical Problems

02

02

Unit 6 Theories of Profits 02

Unit 7 Managerial Theories of Firm

01

Unit 8 Macro Economics for Management 06

8.1

8.2

8.3

8.4

Key Concepts, Terms & Definitions- GDP,GNP, NNP, Keynesian

Determination of National Income Keynes Two Sector Three & Four

Sector Model, the concept of multiplier & its types

Consumption & Investment function- Keynes theory of consumption,

Average & Marginal propensity to consume, Autonomous & Induced

investment

Inflation-Nature, Causes & its Types.

01

02

02

02



Subject: PRODUCTION AND OPERATION MANAGEMENT

Course: PGDM Semester ±ICourse Code: 105 Revised on: Apr. 2011Total Hrs: 36 Hrs

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.

Core Text Book:

1. Production & Operations Management ± Panneerselvam

Reference Books:

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

2. Production & Operations Management Chary

3. Production & Operations Management ± Nair

4. Production & Operations Management ± K. Ashwathappa and Shridhara Bha

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.


(Hrs)



Unit 1 Strategic aspects of Production and Operation Management 5

1.1 Global Competitiveness & Globalization Concepts of World Class

Manufacturing & its benefits

1

1.2 Concept of Toyota production system, Lean manufacturing, JIT and

KANBAN

2

1.3 History and development of Manufacturing Management: Contribution

of various pioneers beginning from Division of Labor to Quality

Revolution and Environmental significance- Henry Ford,

Deming, Crossby, Taguchi

2

Unit 2 Plant Location & Layout Decisions 4

2.1 Importance - Factors affecting location - Factory Building 1

2.2 Installation of facilities. 1

2.3 Types of Plant layout: Process layout, Product layout, Cellular

Manufacturing, Hybrid layout

2

Unit 3 Methods of Manufacturing 3

3.1 Continuous to Intermittent production. 1

3.2 Project (Turnkey) Jobbing, Batch Production, Flow / ContinuousProduction, Process Production- Characteristics of each

method.

2

Unit 4 Introduction to Production Planning & Control 7



4.1 Forecasting, Scheduling, Routing, Loading processes, Gantt Charts ,

Documentation, Production Work Order.

2

4.2 Inventory Management: Economic Ordering Quantity (EOQ), ABC

Analysis, MPS, MRP, ERP, JIT, Value Engineering (Numerical on

EOQ, ABC and MRP are expected).

4

4.3 Capacity planning 1

Unit 5 Introduction to PERT / CPM 4

5.1 Importance in Manufacturing Management, Network Development 2

5.2 Network Crashing (Numerical expected) 2

Unit 6 Maintenance Management 3

6.1 Importance and types of Maintenance 1

6.2 Maintenance Planning, Spare Parts Management 1

6.3 Total Productive Maintenance(TPM) 1

Unit 7 Quality Management 6

7.1 Cent percent Inspection, Sample Inspection, Operation Characteristics

Curves

2

7.2 Statistical Quality Control(SQC), Control Charts - X-R Charts, p-chart, np-

chart, c- chart (Numericals on control chart are expected).

3



7.3 TQM 1

Unit 8 Work Study 4

8.1 Objectives, Scope and Uses 1

8.2 Methods Study - Man Machine Charts - Work Measurement - Elements -

Performance Rating Allowances

2

8.3 Methods of Remuneration - Time Based and Efficiency Based - IncentiveSchemes - Individual

1

Subject: Basics of Marketing

Course: PGDM Semester: I,

Course Code: 106 Revised on: April 2011Total Hrs: 36 Hrs

Objectives :

i. To introduce the theory and concepts that comprises modern marketing.

ii. To evaluate the environment of marketing and develop a feasible marketing plan (process)

iii. To understand and apply the STP of marketing (segmentation, targeting, positioning)

iv. To have an elementary knowledge of consumer behavior and marketing research

Text books for Reading: 1) Principles of Marketing,13th

edition, PhilipKotler, Gary Armstrong)

2) Introduction to Marketing (Adrian Palmer)

3) Principles of Marketing (McDaniel, Lamb, Hair)



Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises,

article reviews & assessment tests.


Unit 1 Introduction to Marketing 8

1.1

1.2

1.3

1.4

Importance of marketing, definition of marketing, scope of

marketing, functions of marketing, marketing and its

relation to other business functions.

Key marketing terms and concepts- need, want, demand, exchange,

marketing myopia and marketing orientations, distinction

between selling and marketing.

Concepts of customer value, CDV, CPV, CLV, creating customer value,

satisfaction and delight.

Marketing Mix, 4Ps, 7Ps, 4Cs.

2

2

2

2

Unit 2 Marketing Environment 4

2.1

2.2

Companys Micro and Macro Environment and the changes

happening, Challenges due to environment changes.

Analyzing the environment- Porters 5 forces, PESTLE etc. Dealing

with competition. Identification and analysis of

competitors. Responding to the Marketing environment

2

2

Unit 3 Marketing Research 4

3.1

3.2

Definition, Marketing Research Process

Marketing Intelligence System, Components of Intelligence System,

Data Mining and Warehousing

2

2



Unit 4 Consumer Behavior 5

4.1

4.2

4.3

Introduction and importance, model of consumer behavior,

characteristics affecting consumer behavior.

Buyer decision behavior- consumer psychology. Buyer decision

process.

Adoption process, Domestic buyer behavior, industrial buyer

behavior,

2

2

1

Unit 5 Segmentation, Targeting & Positioning 6

5.1

5.2

5.3

Segmentation- Bases and process of segmentation, requirements for

effective segmentation, niche marketing, segmenting

consumer markets, segmenting business markets.

Targeting- Evaluating market segments, selecting target market

segments.

Positioning- Positioning maps, differentiation and positioning

strategy, communicating and delivering the chosen position

2

2

2

Unit 6 Demand Forecasting 2

6.1 Demand forecasting techniques methods based on judgements,

methods requiring quantitative data

1

Unit 7 Marketing Planning Process 7

7.1

7.2

7.3

Marketing analysis: Goal setting-Mission, vision, corporate objectives;

marketing audit, SWOT analysis.

Marketing strategy: marketing objectives and strategies, expected

outcomes.

Marketing control: Marketing budgets, planning and implementation

Marketing Plan-Nature, process and contents of a marketing plan

1

1

1



7.4 3

Subject: Legal Aspect of Business

Course: PGDM Semester -I Course Code: 107 A

Revised on: April 2011 Total Hours :30 Hrs _______________________________________________________________________

1. Objective:

The course will impart in students the ability to recognize legal and ethical issues when they arise and

the analytical tools necessary to evaluate possible conflicts.

2. Core text book for Reading:

1) N. D. Kapoor, Elements of mercantile Law, Sultan Chand and Company, India, 2006

2) Business & Company Law By- Pathak(For Caselet)

3. Pedagogy: Class Room Lecture & Case Discussion


Unit 1 The Contract Act, 1872 - Part I (4)

1.1 Nature and Classification of Contracts

Essential Elements of a valid contract

Offer and Acceptance

Consideration

2



1.2

Quasi-contracts

Void Contracts

Capacities of Parties.

Provisions relating to free consent.

Provision relating to performance and discharge of contract.

Breach of contract-Meaning and remedies.

2

Unit 2 The Contract Act, 1872 - Part II (7)

2.1

2.2

2.3

2.4

Contracts of Indemnity-Meaning, Nature-Right of Indemnity Holder

and Indemnifier.

Contracts of Guarantee Meaning, Nature and Features

Agency - Creation of Agency Agent and Principal

(Relationship/rights), Types of agency ,of Indemnity

Contracts of Guarantee

2

2

2

1

Unit 3 Sales of Goods Act, 1930 (9)



3.1

3.2

3.3

3.4

3.5

3.6

Contract for Sale of Goods Meaning Essentials of a

contract of sale

Sale of Goods and Agreement to sell sale and hire purchaseagreementProvisions relating to conditions and

Warranties.

Provisions relating to transfer of property or ownership

Right of Unpaid seller Remedial measures.

Provisions relating to Auction Sale


contract of sale

1

2

2

1

1

2

Unit 4 The Negotiable Instrument Act, 1881 (6)

4.1

4.2

4.3

4.4

Negotiable Instruments Meaning, Characteristics, Difference

between Cheques, Bill of Exchange & Promisory Notes.

Parties Holder and holder in due course.

Negotiation and Endorsements Types.

Dishonor of Negotiable Instrument Noting and Protest.

2

1

1

1



4.5 Dishonour of Cheques Sec (138) 1

Unit 5 The Companies Act, 1956 (5)

5.1

5.2

5.3

Company Definition, Meaning, Features and Types of Companies.

Incorporation of Company Memorandum of Association, Articles of

Association and Prospectus.

Share Capital Shareholder-Directors Company Meetings

1

2

2

Unit 6 The Consumer Protection Act, 1986 (10)

6.1

6.2

6.3

6.4

6.5

6.6

Introduction & Definitions

Unfair trade practices, Restrictive Trade Practices.

Consumer Protection Councils and Consumer Disputes Redressal

Agencies.

Consumer Protection Council Consumer Redressal Agencies

Composition & Jurisdiction of District Forums, State Commissions &National Commissions

Powers of District Forum, State Commissions & National Commissions

& Penalties

1

1

1

1

2

2



Case laws on the above aspects

2

Unit 7 The Information Technology Act, 2000 (3)

7.1

7.2

Introduction & Relevance In International Business

Brief overview on: - Digital Signature, Electronic Governance,

Electronic Records, Certifying Authorities

2

1

Unit 8 Intellectual Property Rights (4)

8.1

8.2


Brief overview on Patents, Copyrights & Trademark and its relevance

to international business

1

3

Unit 9 Overview on International Business Laws (6)

9.1

9.2

9.3

Introduction to International law

International Dispute Settlement mechanism

International Law on Arbitration

(FOR IB)

2

2

2

Unit 10 Right To Information Act (2)

10.1 Main Features of the Act 2



Subject: Economic Environment of Business

Course: PGDM Semester ±I Course Code: 107 BRevised on: June 2011 Total Hrs: 20 Hrs

4. Objectives :

a. To understand and appreciate the concept of economic environment in theory and practice

b. To have an elementary knowledge of economic environment by analyzing it

c. To understand and appreciate the concept of economic environment formulation and

implementation

5. Core text book for Reading: 1. Economic Environment S. K. Misra/V. K. Puri

6. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture & Test.


Unit 1 Introduction 2

1.1

1.2

Economic Environment of Business

Non-Economic Environment of Business

1

1

Unit 2 Inflation & Stagflation 7

2.1

2.2

2.3

2.4

2.5

2.6

Inflation defined/sources of inflation

Demand-Pull Inflation

Cost-Push Inflation

Demand pull and Cost push inflation interrelations

Relationship betweenUnemployment Rate and Inflation Rate and the

Phillips curve

Stagflation

1

1

1

1

2

1



Unit 3 Monetary and Fiscal Policies 2.5

3.1

3.2

3.3

3.4

3.5

Monetary & Fiscal Policy

Instruments of Monetary Policy

Some problems in Monetary Policy

Instruments of Fiscal Policy

Some problems in Fiscal Policy

0.5

0.5

0.5

0.5

0.5

Unit 4 Agriculture & Business 4.5

4.1

4.2

4.3

4.4

4.5

Role of Agriculture in Economic Development

Trends in Agricultural Production & Productivity

Businesses directly dependent on Agriculture : The Agro-Based industries

Dependence of New Agricultural Strategy on Business

Indian Agricultural Policy : An Overview

0.5

1

1

1

1

Unit 5 Commercial Banking in India 4

5.1

5.2

5.3

5.4

5.5

5.6

5.7

Nationalisation of Banks

Banking Structure in India

Expansion of Branches during the Post-Nationalisation Phase

Deposit Mobilisation

Bank Lending

Evaluation of Banking since Nationalisation

Banking Sector Reforms

0.5

0.5

0.5

0.5

0.5

0.5

1



Subject: IT Skills for Manager

Course: PGDM Semester ±I Course Code: 108-ARevised on: April 2011 Total Hrs: 20 Hrs

1. Objectives :

To equip the students with updated skills in IT for effective decision making and management.

2. Pedagogy: Class Room Lectures, Activities, Demos, Assignments & Test.


Unit 1 Introduction to IT 2

1.1

1.2

Importance and Scope of IT

Managerial perspective through IT

1

1

Unit 2 MS office 7

2.1

2.2

2.3

MS word

MS Excel

MS Power Point

2

3

2



Unit 3 ERP ( Enterprise Resource Planning) 6

3.1

3.2

3.3

3.4

Introduction

Application and Importance ERP

Selection and Customization in ERP

Demo of ERP

2

2

1

1

Unit 4 Internet 2

4.1

4.2

Effective usage of Internet

Search Engines

1

1

Unit 5 Business Computing 3

5.1 Use of IT tools in making and implementing business plans. 1



5.2 Functional usage of IT in various management streams 2

Subject: Managerial Skill Development

Course: PGDM Semester ±I Course Code: 108BRevised on: April 2011 Total Hrs: 45 Hrs

3. Objectives :

y To Understand The Importance Of Effective Communication In A Business Setting.

y To Understand And Utilize The Basic Forms (E-Mail, Memos, Letters, Informal And Formal

Reports, And Informal And Formal Presentations) That Are Used In Effective Business

Communication.

y To Reinforce And Further Develop Presentation Skills In Order To Deliver Professional

Presentations.

y To Work Effectively In A Team To Improve Communication Skills And To Prepare And Present

Group Projects.

y To Sensitize Students About Non Verbal & Cross Cultural Aspects Of Communication.

y To Build Confidence And To Install Competitiveness.

4. Core text book for Reading: Business Communication - Shirley Taylor.

Essentials of Business Communication Bovee & Thill.

5. Pedagogy: Interactive Class Room Lectures, Activities, Assignments, Work Shop

& Test.


Unit 1 Communication in Business 7

1.1 Introduction, Dimensions, Importance and Need. 2



1.2

1.3

1.4

Communication Network, Principles.

Types, Process, Levels, Channel.

Barriers in Communication.

1

2

2

Unit 2 Developing and delivering effective presentation 7

2.1

2.2

Planning, Writing &Completing Oral Presentation , Using Visual Aids effectively

Types of managerial speeches:

y Speech Of Introduction

y Speech Of Thanks

y Occasional Speech

y Theme Speech

3

2

Unit 3 Listening

4

3.1

3.2

3.3

Introduction, Types of Listening, Listening Process

Barriers to effecting listening

Advantages of listening, How to listen to your advantage

2

1

1

Unit 4 Non Verbal Communication 5



4.1

4.2

4.3

Types of non verbal communication, Ways of maximizing non

verbal skills

Para language, Proxemics, Chronemics, Kinesics

Cultural Implication of non verbal Communication.

2

2

1

Unit 5 Written Communication 7

5.1

5.2

5.3

Writing process, Planning, Organizing, Composing, Revising

Types and Formats of written communication

Direct messages, indirect messages, Reports, Resumes, Minutes

of meetings.

2

3

2

Unit 6 Group Communication Strategies 3

6.1

6.2

Meetings.

Group Discussions.

1

2

Unit 7 Intercultural Communication 4

7.1

7.2

7.3

Categorizing culture.

Improving intercultural sensitivity.

Developing effective intercultural communication skills.

1

1

2



Unit 8 Interviews 6

8.1

8.2

8.3

8.4

Understanding Interview process.

Types of Interviews.

Success in Job interviews.

Follow Up after interview.

2

2

2

2

Unit 9 Communications and Technology 2

9.1

9.2

Electronic communication technologies.

Software for business communication.

2

1

Subject: Project on cross-functional Integration

Course: PGDM Semester I

Course Code: 109 Revised on: 12/5/2011

Total Hrs: 40Hrs

Objectives:

a. To give students a comprehensive understanding of project and related cross functional integration in

the new economic scenario.



b. To show that project objective is for building knowledge of the entire chain of company covering

organization structure, financial performance, market capitalization, HR policies, marketing

strategies and many more.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments Book reviews & Test.`


Unit 1 6

a )

b)

c)

i) Executive summary

ii) Introduction

iii) Company history

iv) Understanding and analysis of the Vision/ Mission of the

company

v) Organization structure

vi) Financial performance

vii) Interpretation of the last three years of balance sheet

viii) Ownership structure

ix) Market Capitalization

2

2

2

Unit 2 5

a)

b)

i) Size in terms of no of employees and turnover

ii) Executive profiles

iii) HR policies and attrition rate

iv) Business Operations and Plant locations all over the world

v) Joint Ventures and Alliances (if any) in those locations

2

2



c)

vi) Business status (market Situation / Relative market Position)

vii) PEST analysis

viii) Industry overview and analysis (Porter's five forces model and competitor

analysis )

ix) SWOT analysis

x) STP

1

Unit 3

a)

b)

i) Marketing strategies

a. Product Strategies (Product Mix, PLC, NPD, Branding

etc)

b. Pricing Strategies

c. Place Strategies (channels and physical distribution)

d. Promotion Strategies (IMC)

i) CSR activities

ii) New Marketing Opportunities

3

2

1



Semester II

Subject : Financial Management

Course : PGDM Semester -II Course Code : 201 Revised on : April 2011 (2011-13 batch) Total Hrs : 40

_______________________________________________________________________

1.Objective :.

This course aims at:

y Familiarizing the students with the financial environment of business, especially the

y financial marketsy Imbibing knowledge about the decisions and decision variables involved in building the

y liability side of balance sheet of the firm

y Developing the analytical skills by associating the tools and techniques with the

y situation

y Developing skills for interpretation business information and application of financial

y theory in financing related decisions


1. Financial Management: Khan & Jain,Ravi M Kishore

2.Financial Management: I. M. Panday

3.Financial management-Tulsian S.Chand

3.Pedagogy: Class room lecture, article and Guest speaker and assignment




Unit 1 Overview of Finance Function 1hr

1.1

1.2

1.3

Finance Function Nature, scope,agency cost concept

Goals, Significance. Role of Modern Finance Manager

Shareholders Wealth Maximization v/s Profit Maximization

Unit 2 Financial Analysis 5 hrs

2.1

2.2

Various tools of financial management: Ratio analysis

Cash Flow Analysis

3 hrs

2 hrs

Unit 3 Valuation ( overview only not in detail ) 4 hrs

3.1

3.2

Valuation concepts Time value of money , future value , present value ,

Annuity Concept, Business Applications of Time Value of money

concept. Valuation of Financial Assets.

2 hrs

2 hrs

Unit 4 Long Term Sources of Finance 2 hrs

4.1 Different sources of finance Equity share capital , Preference share

capital , Debentures, Term loans

Lease finance , Hire Purchase & Venture Capital

1 hr



4.2 1 hr

Unit 5 Cost of Capital 4 hrs

5.1

5.2

Cost of Capital Meaning & Significance , Methods of calculating cost of

capital

( Equity, Preference shares Debentures, Long Term loans )

Weighted Average Cost of Capital

2 hrs

2 hrs

Unit 6 Capital Structure 4 hrs

6.1

6.2

Capital Structure - Meaning & Significance, factors of Optimum capital

structure

Various aspects of capital structure.

1 hrs

3 hrs

Unit 7 Leverage Analysis 2hrs

7.1 Leverage Analysis Meaning, Types, Effect 2hrs

Unit 8

Working Capital Management3 hrs

8.1 Working Capital Management - Meaning & Significance, factors of

Optimum

1 hr



8.2

Unit 9

Working capital, Working capital cycle, Estimation controlling & sources

of Working capital.

Capital Budgeting

2 hrs

5 hrs

9.1

9.2

Capital Budgeting- Meaning & Significance, Steps in Capital Budgeting,

Evaluation of Capital Expenditure Proposal, Cash flows in capital

Budgeting

1 hr

4 hrs

3 hrs

2 hrs

1 hr

Unit 10 New Concepts in Financial Management(5 hrs)

hrs10.1

10.2

Breif Overview Mergers , Takeovers ,Joint Ventures , Strategic Alliances

, Economic Value Added.

Capitalisation-under/Over capitalization concept



Subject: RESEARCH METHODOLOGY-

Subject Code: 202

Course : PGDM Semester -IITotal Hrs: 40 Hrs

_______________________________________________________________________

1. Objective: The objective of the course would be to give the students an understanding of research

methodology from both users (management) and doers (the researchers) perspective. They must be

able to perform well in practical aspect to the research execution project.

2. Core text book for Reading: C. R. Kothari

3.Pedagogy: Class room lecture and Project


Unit 1 Basic Review of Subject 1

Unit 2 Foundations of Research 3

Meaning, Objectives, Motivation, Utility, Research Process, Type of Research,

Research Methods and Methodology, Criteria for good research, Characteristics,

Defining Variable

Unit 3 Domain Project 2

Analysis of company according to format

Unit 4 Problem Identification & Formulation 2

Research Question - Steps in Research Problem - Importance - Hypothesis -

Qualities of a good Hypothesis - Null Hypothesis & Alternative Hypothesis Testing -

Logic & Importance

Unit 5 Research Design 3

Concept and Importance in Research - Features of a good research design -

Exploratory Research Design - concept, types and uses, Descriptive Research

Designs - concept, types and uses - Experimental Design: Causal relationships -



Concept of Independent & Dependent variables, Qualitative research -

Quantitative research

Unit 6 Report Writing 2

Layout of a Research Report

Unit 7 SIP Project: Analysis of Seniors SIP Project 2

Unit 8 Sampling 3

Concepts of Statistical Population, Sample, Sampling Frame, Sampling Error,

Sample Size, Non Response. Characteristics of a good sample. Probability Sample -

Simple Random Sample, Systematic Sample, Stratified Random Sample & Multi-

stage sampling. Non Probability Sample -Judgment, Convenience, Quota &

Snowballing methods. Determining size of the sample - Practical considerations in

sampling and sample size

Unit 9 SPSS: Basic Understanding of SPSS with Statistical formulas 3

Unit 10 Measurement 1

Concept of measurement- what is measured - Problems in measurement in

management research - Validity and Reliability. Levels of measurement - Nominal,

Ordinal, Interval, Ratio

Unit 11 Attitude Scaling Techniques 2

Concept of Scale - Rating Scales viz. Likert Scales, Semantic Differential Scales,

Constant Sum Scales, Graphic Rating Scales -Ranking Scales - Paired Comparison &

Forced Ranking.

Unit 12 Data Analysis 4

Data Preparation, Cross tabulations, Uni variate analysis (frequency tables, bar

charts, pie charts, percentages), hypothesis Testing :- ANNOVA, Chi-square test

Project Assignment & Team Project Research paper Discussion and analysis of

project on SPSS

4

Subject: Marketing Management

Course: PGDM Sem. II,

Course Code: 203 Revised on: April 2011Total Hrs. 36 Hrs



1. Objectives :

a. To understand and appreciate the concepts, philosophies, processes and techniques of

marketing management, in theory and practice.

b. To develop understanding of how the firm can benefit from creating and delivering

value to its customers and related stakeholders.

c. To develop skills in applying the analytical perspectives, decision tools, and concepts of

marketing in defining markets, segmentation, targeting and positioning and the use of

the 4Ps.

2. Core text book for Reading: Marketing Management 13 e- Philip Kotler

Marketing Management 2e-Czinkota,Kotabe

MarketingManagement- 4e- Ramaswamy and

Namakumari

3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned

exercises, article reviews & assessment tests.


Unit 1 Product & The Product Life Cycle 5

1.1

1.2

1.3

Product- Definition, characteristics, classifications, differentiation,product levels, product mix, product line.

Product personality, packaging, labeling, warranties, guarantees.

Product Life Cycle, PLC marketing strategies.

2

1

2

Unit 2 Developing New Market Offerings 5

2.1

2.2

New product and market development, Ansoffs growth Strategy,Product portfolio analysis- BCG Matrix, GE 9 Cell.

New Product Development process- Idea generation, idea screening,

concept development and testing, marketing strategy development,

product development, test marketing

2

2



2.3

Consumer adoption process-stages, factors.

1

Unit 3 Pricing Strategy 4

3.1

3.2

3.3

Price, pricing process, objectives, factors influencing pricing decision.

Pricing from revenue, cost, investment, and PBIT perspective.

Setting the price, new product pricing, product mix pricing strategies.

Pricing strategy with reference to the PLC.

Price adjustments, initiating and responding to price changes.

2

1

1

Unit 4 Channels and Distribution 3

4.1

4.2

4.3

Importance of channels, channel functions and flows, levels of channels.

Distribution. Supply chain management.

Channel design, channel management, VMS, channel conflict, e-

commerce, CPFR, 3PL.

Retailing - types, marketing decisions, private labels. Wholesaling-types,

trends.

1

1

1

Unit 5 Promotion 8

5.1

5.2

5.3

5.4

5.5

Marketing communications, concept and role in marketing, different

promotion mix. Tri component model, FCB.

Advertising: Developing advertising program, media planning and

measuring effectiveness.

Sales Promotion- objectives, tools, major decisions, promotion vs.

advertising

Personal Selling- Process, Managing sales force

Public relations, Direct Marketing, Events, Interactive and word-of

mouth marketing, impact of technology and internet on promotion.

1

2

1

2

2



Unit 6 Branding Strategy 4

6.1

6.2

Brand, Brand Equity, Brand Equity Models- BAV, Aaker, Brand

Resonance, Kapferer brand identity prism.

Building brand equity, brand elements, branding decisions, brand

extensions, brand portfolio, co-branding.

2

2

Unit 7 Designing and managing services 2

7.1

7.2

Nature, categories, characteristics of services, Marketing strategies.

Services differentiation, Brand strategies, Services marketing mix

1

1

Unit 8 Global Market Offerings 3

8.1

8.2

Competing globally- deciding to go global, deciding which markets to

enter, evaluating potential markets.

Entry strategy- how to enter, global marketing program, marketing

organization.

1

2

Unit 9 Total Marketing Effort 2

9.1 Developing an integrated marketing plan using STP, 4Ps and IMC. 2



Subject: Human Resource Management

Course: PGDM Semester -II Course Code: 204 Revised On: April 2011 Total Hrs: 32

_______________________________________________________________________

1. Objective:

This course addresses the human resource discipline as a key strategic function in successful

organizations. The course recognizes the dynamic relationship between strategy, people, technology,

and the processes that drive organizations. Key topic areas include: Staffing, Human Resource Planning,

Compensation, Performance Management & Training & Development. The course uses readings,

lectures, class discussions, and application activities. The application activities will help students apply

the concepts to their workplaces.

Course Objectives:

1. To learn the concepts and application of HRM.

2. To learn the tools and techniques of HRM.

3. To illustrate, using application based activities, how these concepts and techniques can be applied in

everyday managerial decision-making.


1. Human Resources Management- Aswathappa (6th Edition)

Reference Books:

1. Personnel Management ± C.B Mamoria & S V Gankar

2. Human Resources Management ± Mirza S Saiyadain3. Human Resources Management ± Garry Dessler (10th Edition)4. Human Resources Management ± L.M.Prasad5. Desouzo & Robbins.6. Michael Armstrong.7. Pravin Durai



3. Pedagogy:

1. Class Room Lectures, Case Study, Role Play, Assignment

S. No Topic Duration

Unit 1 The Introduction Of Human Resource Management 3 hrs

1.1

1.2

Features of the competitive business environment, Business

trends and HR Competencies, responses of firms to the new

competitive realities.

Responsibilities of the human resource manager,

competencies of the HR manager, role of line manager.

.

Unit 2 Job Analysis 3 hrs

2.1

2.2

2.3

2.4

2.5

Meaning, Importance, benefits and need for Job analysis,

relationsh

ips of job requirement with

HRM functions.

Procedure of JD, Methods of collecting job analysis

Information. Job descriptions.

Job Specifications.

Job analysis in a changing environment.

Unit 3 Human Resource Planning 3 hrs

3.1

3.2

Definition and Importance of HRP, Traditional and

contemporary approaches to workforce planning, talent

inventory,

Workforce forecast (external and internal workforce supply),



forecasting workforce demand

Unit 4 Employee Recruitment And Selection 4 hrs

4.1

4.2

4.3

4.4

4.5

Recruitment policies, sources of recruitment ± internal and

external recruitment sources, merits and demerits of internal

and external recruitment sources, diversity-oriented

recruitment.

Selection Process, Organizational consideration in selection

decision, sources of information about job candidates,

various employment tests.

Basic Features of Interviews, Types of Interviews,

Administering the Interview.

Designing and Conducting the Effective Interview.

How to Conduct and attend an Interview effectively H.R

Interview The Structured Situational Interview,

Unit 5 Training And Development 3 hrs

5.1

5.2

Orientation And Induction ± What do understand by

induction? Induction process.

Definition of training, TNA, training process, designing the

training program, implementing the training program,

evaluating the training program, different training methods.



5.3 Training Evaluation

Unit 6 Employee Career Management 2 hrs

6.1

6.2

6.3

What is career planning? Career planning process, How

important is career Planning, Whose responsible for planning

ones career?

Individual career planning Process, Organizational career

Planning process.

Succession Planning and its process

Unit 7 Employee Compensation & Benefits 2 hrs

7.1 Need, Objective, Scope, Policy related with Compensation,

Job Evaluation, The compensation structure and

Compensation survey.

Unit 8 Benefits and services

8.1 Employee benefits required by law, Employers methods for

containing healthcare costs, employee services for creating

work/life setting, benefits administration.

Assignment

Unit 9 Performance Appraisal 4 hrs

9.1 Concept and purpose of performance appraisal, developing

an effective appraisal program, methods of appraisingemployee performance.

Unit 10 Retirement And Separation 3 hrs

10.1 Exit Interview. VRS: Golden Handshake, Various types of

Retirement.

Assignment



Unit 11 Introduction to IR

11.1 Definition, Concept, Nature and scope of Industrial Relations. 2hrs

11.2 Importance and need of Industrial Relations.

Subject: Entrepreneurship and Project Management

Course: PGDM Semester ±II Course Code: 205

Revised on: April 2011Total Hrs: 38 Hrs

4. Objectives :

y Understanding the concepts of entrepreneur, entrepreneurship and theirdevelopment in all forms and shapes;

y Discussion of two major components of a new enterprise development namely,

The legal issues involved while setting up an enterprise and entrepreneurial financing;

y Understanding the programs designed and formulated by Central , State governments and

other important institution in entrepreneurship development.

y 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. The process of founding a startup.

5. Core text book for Reading Entrepreneurship: New Venture Creation David H. HoltEntrepreneurship Hisrich Peters

6. Pedagogy: Interactive Class Room Lectures, Guest Lecture, Assignments, & Test.


Unit 1 The Entrepreneurial Development Perspective 5

1.1 Concepts of Entrepreneurship Development

Evolution of the concept of Entrepreneur

1



1.2

1.3

1.4

Entrepreneur Vs. Intrapreneur, Entrepreneur Vs.

Entrepreneurship, Entrepreneur Vs. Manager

Attributes and Characteristics of a successful Entrepreneur

Role of Entrepreneur in Indian economy and developing

economies with reference to Self-Employment Development

Entrepreneurial Culture

Case Study on Entrepreneurial Culture

1

1

2

Unit 2 Legal Environment and Entrepreneurship 2

2.1

2.2

Basic Government Procedures to be complied with

Legal Issues (licensing, patents, contracts etc.)

1

1

Unit 3 Creating Entrepreneurial Venture

7

3.1

3.2

3.3

Entry strategies: New product, Franchising, Partial

Momentum, Sponsorship and Acquisition

Business Planning Process

Environmental Analysis Search and Scanning

Identifying problems and opportunities

1

1

2



3.4 Defining Business Idea

Case study on Opportunity identification and Venture

creation

1

2

Unit 4 Project Management 9

4.1

4.2

4.3

Technical, Financial, Marketing, Personnel and Management Feasibility

.

The Business Plan as an Entrepreneurial Tool

Business Plan Presentation

Estimating and Financing funds requirement Schemes offered by

various commercial banks and financial institutions like IDBI, ICICI, SIDBI,

SFCs ,PE and Venture Capital Funding

2

5

2

Unit 5 Entrepreneurship Development and Government 4

5.1 Role of Central Government and State Government in promotingEntrepreneurship Introduction to various incentives, subsidies and

grants

Role of following agencies in the Entrepreneurship Development

District Industries Centers (DIC), Small Industries Service Institute (SISI),

2



5.2 Entrepreneurship Development, Institute of India (EDII), National

Institute of Entrepreneurship & Small Business Development (NIESBUD),

National Entrepreneurship Development Board (NEDB)

2

Unit 6 Entrepreneurial Pitfall 6

6.1

6.2

6.3

Peter Druckers 4 entrepreneurial Pitfall

Causes , symptoms and consequences of a sick unit.

Measures for Business Sustainability

Sustaining Competitiveness

Maintaining Competitive Advantage

The Changing Role of the Entrepreneur : Mid Career Dilemmas

Harvesting Strategies versus Go for Growth

Case study on failed enterprise and Turn Around enterprise

1

2

3

Unit 7 Social Entrepreneurship 3

7.1

7.2

The Socio-Economic Context of Social Entrepreneurship

Defining Social Entrepreneurship

1

1



7.3 Learning from Real-Life Social Enterprises (Cases) 1

Unit 8 Rural Entrepreneurship 2

8.1

8.2

Introduction and scope of rural entrepreneurship

Learning from Real-Life Rural Enterprises (Cases)

1

1

Subject: Innovation and Sustainability

Course: PGDM Semester ±II

Course Code: 206 Revised on: April 2011Total Hrs: 40Hrs

Objectives:

a. The course emphasizes the importance of Innovation for Organization to compete and succeed in this

century. It exposes the students to the process of innovation, creation of innovative culture,development of Business Innovations and the new trends in Innovation.

b. To provide the students the knowledge and tools for a Green organization. It provides insights into

the Basics of Sustainability, the guidelines for implementing sustainability practices.



2. Core text books for Reading: Innovation Management by Dr.C.S.G.Krishnamacharyulu and

Dr.R.Lalitha.

The Sustainable MBA The Managers Guide to Green Business by Giselle Weybrecht.

Strategy for Sustainability: A Business Manifesto - Adam Werbach

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews &

Test.

Sr No Innovation Duration

Unit 1 Innovation Management 4

a )

b)

Innovation, Characteristics, Types, Evolution of Innovative Management.

Factors Influencing Innovation, Traits of Innovative Organisation.

2

2

Unit 2 Innovation Projects Management 4

a)

b)

Innovation and Entrepreneurship.

Research and Development, Approaches for Technology Development. The

Innovation Cycle.

2

2



Unit 3 Innovation Competencies Promotion. 5

a)

b)

c)

Importance of Managing Creative Employees.

Creativity Inducing Managers, Idea Generators.

Creative Individuals, Group Creativity, Training for Creativity.

2

1

2

Unit 4 Tools for Innovation 5

Thinking Processes, Intuition. 2

Creativity, Stages of Creativity 1

Individual Creativity Techniques, Group Creativity Techniques. 2

Unit 5 Managing Innovations 4

Product Innovation, Process Innovation, Innovation Diffusion. 2

Laws pertaining to Innovation- IPR, Patents, Trademarks, Copyrights. 2

Sustainability



Unit 6 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

3

Unit 7 Sustainabilitys Three Responsibilities

a. Environmental Responsibility

b. Social Responsibility

c. Economic Responsibility

d. Integrating Responsibilities

2

Unit 8 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

3

Unit 9 Engaging Stakeholders in Your Sustainability Program

a. Identifying stakeholders

b. Engaging stakeholders to determine their interest

c. Social license to operate

3

Unit 10 Developing Competency for Practicing Sustainability

a. Developing a sustainability body of knowledge

b. Developing sustainability skills

2



SUBJECT: SERVICES MANAGEMENT

Course: PGDM,


1. Objectives :

a. To understand the uniqueness of the services characteristics and its marketing

implications.

b. To understand the important factors in managing the service delivery process and theimplementation of services marketing.

2. Suggested Readings:a. Lovelock, Christopher, Wirtz, Jocken and Chatterjee, Jayanta; Services

Marketing-People, Technology, Strategy; Pearson Education; New Delhi.

c. Recognizing sustainability attributes

Unit 11 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

3

Unit 12 Tools for Greening Offices & Buildings.

Energy, Water, Paper Conservation. Waste and Recycling.

2



b. Zeithaml, Valarie A. & Bitner, Mary Jo; Services Marketing ± IntegratingCustomer Focus Across the Firm; Tata McGraw Hill; New Delhi.

c. Rao, K., RamaMohana; Services marketing; Pearson Education; New Delhi.

d. Hoffman & Bateson; Essentials of ServiceMarketing; Thomson Asia Ptc. Ltd.,

New Delhi.

e. Rampal,M.K. & Gupta, S.L.; Services marketing; Galgotia Publications; NewDelhi.

f. Shanker Ravi; Services Marketing ± The Indian Perspective; Excel Books, New

Delhi.




Unit 1 Introduction to services marketing 8

1.1

1.2

1.3

1.4

Nature, characteristics, and classification of services.

Role and importance of services marketing.

Consumer behaviour in service encounters, Customer interaction,

purchase process, needs and expectations of customers.

Positioning services in competitive markets, search for competitive

advantages, Market segmentation, positioning vis-a-vis competitors.

1

1

2

4

Unit 2 Services Marketing Mix 12

2.1

2.2

Services marketing mix- 7Ps of services marketing. Service Profit Chain

(SPC).

Services Product-Identifying and classifying supplementary services,

planning and branding service-products, new service development,

product service continuum, stand-alone service products, and service

products bundled with tangible products.

1

2



2.3

2.4

2.5

2.6

2.7

Pricing- Factors in services pricing, effective pricing objectives and

foundations for setting prices.

Distributing services; options for service delivery, place and time

decisions, delivery in cyberspace, and role of intermediaries.

Designing communication mix, branding and communication, personal

selling, advertising and sales promotion, role of relationship marketing.

People-key role, services marketing triangle, service encounter-moment

of truth, training and development, motivation and empowerment.

Physical Evidence-nature, importance of physical evidence. Tangibilizing

through physical evidence.

2

2

2

2

1

Unit 3 Service processes 5

3.1

3.2

3.3

Service Blueprint. Service as a process and system, different

process aspects.Strategies for managing inconsistency, service process redesign.

Balancing demand and capacity: fluctuations in demand, capacityconstrain, planning the service environment.

2

1

2

Unit 4 Managing relationship and building loyalty 10

4.1

4.2

4.3

Customer-firm relationship, analyzing and managing customer base

Customer management relationship system in services marketing

Customer feedback and service recovery; customer complaining

behaviour, principles and responses to effective service recovery. Service

quality and the gap model, measuring and improving service quality;

defining, measuring and improving service productivity.

2

2

2



4.4

4.5

Organizing for service leadership

Search for synergy in service management, creating a leading service

organization.2

2

Subject: Management Information System (MIS)

Course: PGDM Semester ±I1

Course Code: 208(A) Revised on: April 2011Total Hrs: 40 Hrs

1. Objectives :

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

approaches to MIS information as a strategic resource- use of information for competitive

advantages- MIS as an instrument for the organizational Change.

2. Core text book for Reading: MIS by W.S.Jawadekar,

MIS by Davis

MIS by James A OBrian

Reference Book: MIS by Lauden and Lauden

3. Pedagogy: Class Room Lectures, Demos, Case study, Assignments & Test.




Unit 1 Introduction To MIS 3

1.1

1.2

1.3

Management Information Systems Need, Purpose and Objectives

Contemporary Approaches to MIS Information as a strategic resource

Use of information for competitive advantage MIS as an instrument for

the organizational change

1

1

1

Unit 2 Information Management and Decision Making 4

2.1

2.2

Models of Decision Making Classical, Administrative and Herbert

Simons Models

Attributes of information and its relevance to Decision Making and Types

of information

3

1

Unit 3 Planning 4

3.1

3.2

3.3

Design and Implementation of MIS- IS Strategic Planning

MIS Design - Gross Design Concepts, Detail Design Concepts

MIS Implementation

1

1

1



3.4 Acquiring Information Systems: Contemporary Approaches 1

Unit 4 Information Technology 4

4.1

4.2

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

2

Unit 5 DBMS 3

5.1

5.2

Data Base Management System

Data warehousing and data mining.

1

2

Unit 6 Decision Support systems 3

6.1 Group Decision Support Systems Executive Information Systems

Executive Support Systems

1

1



6.2

6.3

Expert Systems and Knowledge Based Expert Systems

Artificial Intelligence.

1

Unit 7 System Analysis and Design 3

7.1

7.2

Systems Development Life Cycle

Alternative System Building Approaches:. Prototyping, Rapid

Development Tools CASE,. Tools Object Oriented Systems (Only

introduction to these tools & techniques).

2

1

Unit 8 Application of MIS 5

8.1 Applications of MIS in functional areas as well as in the service sector

should be covered with the help of minimum 5 case studies

5

Unit 9 Management Issues in MIS 5

9.1 Information Security and Control 2



9.2

9.3

Quality Assurance -Ethical and Social Dimensions

Intellectual Property Rights as related to IT Services / IT Products

2

1

Unit 10 6 6

10.1

10.2

The Emerging IT Trends

Electronic Data Interchange, Object Oriented Approach Networking

(Information System Highway), Extended Enterprise Systems ,Managing

International Information Systems

2

4

Subject: Business Environment & Analysis


Course Code: 209 B Revised on: June 2011Total Hrs: 20 Hrs

1. Objectives :

a. To understand and appreciate the concept of business environment in theory and

practice

b. To have an elementary knowledge of business environment by analyzing itc. To understand and appreciate the concept of business environment & analysis

formulation and implementation

2. Core text book for Reading: 1. Essentials of Business Environment K. Aswathappa





Unit 1 Introduction 3.5

1.1

1.2

1.3

1.4

1.5

1.6

Nature of Business

Scope of Business

Characteristics of Contemporary Business

Business Objectives

Critics of Business

What is Environment?

0.5

0.5

1

0.5

0.5

0.5

Unit 2 From Domestic Market to Global Markets 2.5

2.1

2.2

2.3

2.4

2.5

Historical Perspective

Investment Flows

Attracting Foreign Capital

Implications for Indian Industry

Destination India

0.5

0.5

0.5

0.5

0.5

Unit 3 From FERA to FEMA 4

3.1

3.2

3.3

3.4

3.5

3.6

3.7

Objectives of the Act

Provisions of the Act

Some Reflections on the Act

Do we need FERA?

Amendments of the Act

From FERA to FEMA

FEMA, 1999

0.5

0.5

0.5

0.5

0.5

0.5

1



Unit 4 Exit Policy 3

4.1

4.2

4.3

Arguments for Exit Policy

Arguments against Exit Policy

National Renewal Fund

1

1

1

Unit 5 Business Ethics 7

5.1

5.2

5.3

5.4

5.5

5.6

5.7

5.8

Nature of Ethics

Sources of Ethics

Why is Ethics important?

Are Businessmen Ethical?

Ethical Dilemmas

Managing Ethics

Corporate Culture and Ethical Climate

Improving Ethical Decision Making

0.5

1

1

0.5

1

1

1

1



SEMESTER III MARKETING SPECLISATION

Subject: Management Control System

Course: PGDM Semester ±IIICourse Code: 301A Revised on: April 2011Total Hrs: 40Hrs

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 withthe understanding the essentials to their application in resolving concrete situations in the fields of

Performance and Control.

2. Core text book for Reading: 1. Management Control system by Robert .N Anthony & Govindrajan

11th & 12th

edition.


Test.`


Unit 1 1.Introduction to management planning & Control system. 6

a ) Traditional Versus contemporary management practices in organization 2



b)

c)

Management control environment & effective organizational structure

for control.

Centralization versus decentralization Divisional Autonomy.

2

2

Unit 2 2.Integration of corporate level strategy to unit level: 6

a)

b)

c)

d)

Goal Congruence for Financial, operational & people control.

Internal control system- Balancing the four levers of control, systems, six

sources of tensions in control systems, opportunities infrastructure.

Role of financial controller :Financial auditor to financial manager to

influence

Case Study: Xerox Corporation

2

2

1

1

Unit 3

a)

b)

c)

Responsibility centers concept:

Revenue & expense centers

Discretionary expenses versus engineered expenses

Means to measure & control assets of responsibility center.

4

2

1

1

Unit 4 Profit center & Investment center : 5





Unit 8 Performance management of a strategic business unit using Balance

Score Card approach.

3

a)

b)

Designing & Measuring Financial & non financial factors influencing the

growth & performance of a strategic business unit

Performance based Management compensation.

.

2

1

Unit 9 Management planning & control system in service centric organization. 2

a)

b)

Building & Measuring managerial performance through shareholder value

creation & customer satisfaction

Measuring cost in long term perspective. Risk & reward policy.

1

1

Subject: e Marketing Management

Course: PGDM Mkt. Sem. III

Course Code -301 B M. Total Hrs: 30 Hrs.

Revised: April 2011

1. Objectives :

a. To understand and appreciate the concept of e marketing in theory and practice.

b. To understand the implications of the internet for marketing.

c. To understand some of the key new tactics and capabilities provided by the internet.d. To understand and appreciate the concept of e marketing strategy formulation and

implementation

2. Core text book for Reading: i. Online Marketing - Richard Gay, Alan

Charlesworth, Rita Esen



ii. Internet Marketing & e-Commerce by Ward

Hanson and Kirthi Kalyanam

iii. e-Marketing 4e Judy Strauss, Adel El-

Ansary, Raymond Frost




Unit 1 Introduction to e Marketing 3

1.1

1.2

Basic understanding of e marketing, e marketing definition, key e

marketing terms and concepts.

Online marketing environment in the modern economy, internet as a

global resource, digital convergence, digital benefits for marketing, ten

Cs for the internet marketing, patterns of internet usage, smart

networks.

1

2

Unit 2 Strategy & Planning for Internet Marketing 4

2.1

2.2

Electronic Strategy, e-business models & categories in the modern

economy- web business models, strategic options for the retailers,

partnerships and strategic alliances, online branding.

The e-marketing plan, creating e-marketing plan

2

2

Unit 3 The Web Site 4

3.1

3.2

3.3

The value of customer contact, website visit dynamics, usability,

credibility, persuasion.

Analysis of website, traffic building, web traffic plan.

Personalization and its approaches.

Commercial web presence, web site development, web site design, web

1

1

1



3.4 site content, design tips for increasing web sales. 1

Unit 4 Marketing Concepts and e Marketing 4

4.1

4.2

4.3

Online Marketing Research, stages in online marketing research.

Online consumer behavior, internet population expectations, internet

exchange process, technological, social, cultural, legal etc contexts.

Segmentation, how e marketers can use market segmentation to reach

online customers, internet specific differentiation strategies.

1

2

1

Unit 5 Online Product 2

5.1

5.2

Product- Creating customer value online, using attributes, branding,

support services, labeling to online products.

Customizing the product offering, e marketing enhanced product

development.

1

1

Unit 6 Pricing in the online world 1

6.1 Price- Pricing strategies for selling in the online world. 1

Unit 7 Distribution 1

7.1 Place- Effect of internet on distribution channel length, models used by

online channel players.

1

Unit 8 Online Promotion 8

8.1

8.2

8.3

Promotion- IMC and the internet.

Internet advertising, mobile advertising.

Search marketing, search engine optimization, history of search engine,

revenue models for search engine positioning, pay per click search

engine advertising.

Marketing Public Relations- website, blog, community, online events.

Sales promotion offers, contests, games, coupons.

Direct marketing- email, permission marketing, viral marketing,

messaging.

2

2

2



8.4

Social and business networking.

Measuring internet marketing effectiveness-metrics and website

analytics.

2

Unit 9 Ethical and Legal issues 3

9.1

9.2

Piracy, privacy, self regulation, patents, trademarks, copyrights, licences.

Electronic contract formation & validation, electronic authentication &

electronic information security, E-Payment System

1

2

Subject: STRATEGIC MANAGEMENT & BUSINESS POLICY

Course: PGDM Semester ±III

Course Code: M302


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.

4. Objectives :

a. 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.



b. 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.

c. 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.

d. 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").

5. Core text book for Reading: Strategic Management & Business Policy , 3 rd edition by Azhar

Kazmi

Reference Books:

a. Strategic Management by Fred R David, 10th

edition

b. Strategic Management by Hill & Jones , 6th

edition

c. Strategic Management by P Subbarao

d. Strategic management by Lomash & Mishra

6. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture,

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

inputs:

y 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




Unit 1 Overview of Strategic Management & Business Policy 4

1.1

1.2

Elements in strategic management process, model of strategic

management process.

Strategic intent, vision, mission, goals and objectives.

Case study

1

1

2

Unit 2 Strategy Formulation 4

2.1

2.2

Environmental Appraisal , internal and external environment , SWOT

Analysis , Use of models like BCG, Mckinsey, Porters Model

Organizational appraisal, competencies, competitive advantage,

marketing capability, financial capability.

Case study

1

1

2

Unit 3 Corporate level Strategies 7

3.1

3.2

3.3

Concentration strategies, integration strategies ,diversification

strategies

Internationalization strategies , Porters model of competitive

advantage of nations

Cooperative strategies, mergers and acquisitions strategies,

Case study

1

1

1

4



Unit 4 Business level strategies 6

4.1

4.2

4.3

Cost leadership business strategy,

Differentiation business strategy ,

Focus business strategy

Case Study

1

1

1

3

Unit 5 Strategic Implementation 6

5.1

5.2

5.3

Structural implantations , types of organizational structures

Behavioral implementation ,corporate governance & business ethics ,

social responsibility

Functional and operational implementation , functional strategies

,financial plans and policies, marketing plans and policies ,operational

plans and policies personnel plans and policies

Case study

1

1

2

2

Unit 6 Strategic Evaluation and Control 3

6.1

6.2

Operational control

Techniques for strategic control

Case study

1

1

1

Subject : Sales ManagementCode: -304 M



Sem III. Revised in: April 2011

Total Hrs : 40

_______________________________________________________________________

1.Objective :

The course will provide a complete understanding of the sales and distribution management

functions. At the end of the course the students will be able to conceptualize the sales and

distribution strategy that needs to be adopted for any product category. It will also help them

understand the nuances of sales force planning and management. The course will also cover the

basics of international sales and distribution considering the fact that Indian companies are now

going global.

2.Core text book for reading:

Sales and DistributionManagement by Krishna Havaldar and Vasant Cavale

3.Pedagogy:

1) Class room lectures

2) Case studies

3) Movie with learning on Sales Management

4) Internal projects

Roll-out sheet for Sales and Distribution Management

Topic Sessions

1) Introduction to Sales 2- Definition of sales

- Need for intermediaries

- Types of sales channels

- Dynamics of sales channels

- Sales Process

2) Sales organization and sales force management 2

- Types of sales organization

- Selection of sales force

- Controlling ,motivating and leading sales force

- Sales territory management and assigning targets

3) Distribution Management 4

- Types of distribution channels

- Channel partners (selection and performance evaluation)

- Channel design

- Managing various channels



- Distribution models

- Linking ±sales and distribution management

- Managing alternate/non-traditional distribution channels

- Challenges of alternate distribution channels

- Distributor ROI calculation

4) Sales promotion policies 1

- Consumer promotions

- Trade schemes and incentives

- Ethics in salesmanship

5) Sales planning, forecasting and budgeting 2

- Role of marketing and sales

- Link between marketing and sales

- Basic terms in sales forecasting

- Factors influencing sales forecast

- Sales forecasting methods

- Sales budget and quotas

6) Channel conflict 1

- Meaning of channel conflict

- Reasons of channel conflict

- Conflict resolution

7) Selling to organised retail channel 1- Emergence and concept of organized retail and key accounts

- Importance, advantages and disadvantages of key accounts management

8) Channel Information system (CIS) 2

- What is CIS and definition

- Need for CIS

- Elements of CIS

- Advantages of maintaining CIS

9) Customer Profiling Matrix 110) Cross selling and Up-selling - Concept and Strategies 1

11) Value Added Selling- Concept 1

12) International Sales and Dist Mgt 3

- Opportunities for International trade

- Opening up of new markets



- Choosing the right market

- Entry strategies for international markets


- Pricing and payment terms

- Profile of international sales person

- Challenges in International Trade

- Market Intelligence and research

- Impact of illegal cross border trade and parallel imports

Total 21

Internal projects 8

Case studies and Caselets on various topics 7

Movie 4

Grand Total 40

Subject: Supply Chain Management

Course: PGDM Semester ±IIICourse Code: 308 Revised on: April 2011Total Hrs: 40 Hrs

Objectives:

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

Management in the new economic scenario.

b. To show that SCMs objective is for building efficient and cost effective system across the entire chaincovering raw materials Suppliers, Distributors, Manufacturers, Ware House Management and to the

Retailer.

2. Core text book for Reading: Logistics Management: The Supply Chain Imperative by Vinod. V. Sople.




Test.`


( Hrs)

Unit 1 Supply Chain Management

SCM an enabler for business, Benefits of SCM, Components of SCM.

2

Unit 2 Logistics 6

a )

b)

c)

Definition, objectives, scope & functions of logistics.

Paradigm shift in logistics, logistics concept, logistics solution, future of

logistics.

Customer service for competitiveness, customer service phases, service

attributes, value added logistics services. Case Study discussion.

2

2

2

Unit 3 Warehousing 5

a)

b)

c)

Warehousing -a logistics challenge, Warehousing functions, options.

Site selection, layout design, decision model, costing, strategies, virtualwarehouse, and warehouse charter.

Performance parameters, warehousing in India, Cold chain

infrastructure.

2

2



1

Unit 4 Material Storage and Handling Systems 4

a)

b)

c)

Unit load storage, storage principles, benefits of storage design, storage

methods.

Role of material handling logistics, Material handling guidelines.

Material handling equipment and systems

2

1

1

Unit 5 Inventory Management 5

a)

b)

Inventory-asset or liability, inventory functions, reasons for carrying

inventories.

Inventory related cost, inventory controls, and inventory policy

guidelines. Classifications of Inventory.

2

3

Unit 6 Transportation 4

a )

b)

Evolution of transportation system, transportation infrastructure,

freight management.

Transportation networks, Route planning, Containerization. Numerical

expected.

2

2

Unit 7 Logistical Packaging 3



a)

b)

Packaging, packaging as unitization, design considerations.

.

Packaging material, Packaging cost.

2

1

Unit 8 Concept of Supply Chain Management and its strategic significance. 3

a)

b)

Introduction, role in the organization - Intra and Inter organizational

supply chain. 3 PL / 4 PL concepts.

Supply Chain Models. Supply-Chain Operations Reference (SCOR)

2

1

Unit 9 Supply Chain Integration 4

a)

b)

c)

Introduction, push, pull & push-pull systems, demand driven strategies,

distribution strategies.

Vendor Managed Inventory. (VMI), Collaborative Planning, Forecasting

and Replenishment (CPFR), Bull Whip Effect.

Retailer -supplier partnership, distributor integration

2

1

1

Unit 10 Information technology in supply chain 2

Introduction, Information flow, Typical IT solutions. Characteristics of

Logistics Information system. ERP for SCM.

2

Unit 11 Managing the Global pipeline 2

The trend towards globalization in the supply chain, the challenge of

global logistics, organizing for global logistics.

2



Subject: Integrated Marketing Communications


Course Code: 306 Revised on: April 19, 2011Total Hrs: 40 Hrs

7. Objectives :

a. To provide an appreciation of the range of tools available for marketing

communications.

b. To provide an understanding of the basic principles of planning and

execution in Marketing Communications

c. To develop a managerial perspective and an informed decision-marking

ability for effective and efficient tackling of promotional situations.


Advertisement & Promotion-IMC perspective: - Belch & Belch

IMC by Smith & Taylor

8. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest

Lecture, Book reviews & Test.


Unit 1 IMC Concept 3

1.1

1.2

1.3

Introduction & Familiarization,

Definition of Promotion & Promotion Mix,

Tools of Promotion Mix

1

1



1

2

Unit 2 Participants of IMC 4

2.1

2.2

2.3

2.4

Factors contributing to importance of IMC

Participants in IMC management,

IMC Planning Process

Structure of Promotion Industry,

1

1

2

Unit 3 IMC Marketing Environment & Understanding the Consumer

Behavior

5

3.1

3.2

3.3

Understanding of Marketing Environment

Segmentation, Targeting and Positioning

Understanding the consumer buying behavior

1

2

2

Unit 4 IMC- communication Process 4

4.1

4.2

4.3

Understanding IMC communication Process

Understanding the Massage, Objective and budgeting for IMC

Response hierarchy models

1

1

2



Unit 5 IMC Strategies 4

5.1

5.2

Creative Strategy

Media Strategy

2

2

Unit 6 IMC Tool 9

6.1

6.2

6.3

6.4

6.5

6.6

6.7

Advertising

Sales Promotion

Public Relations & Corporate Advertising

Internet Advertising & E-commerce

Direct Marketing

Sponsorship & Point-of-purchase

Personal Selling & Sales Management

2

1

1

2

1

1

1

Unit 7 IMC International Perspective 2

Unit 8 Legal, Social & Ethical Aspects of IMC 2

8.1

Unit 9 Case Studies and Guest Session & Assignment 6

9.1

Syllabus Template



Subject: Retailing Management


Course Code: _307M Revised on: April¶10Total Hrs: 45 Hrs

1. Objectives :

a. To understand and appreciate the concept of retail marketing in theory and practice

b. To evaluate the environment of retail marketing and develop an understanding finer

aspects of retailing (process)

c. To understand and apply the concepts of STP of marketing (segmentation, targeting,

positioning) in retailing

d. To have an elementary knowledge of consumer behaviour and marketing research & its

application in research

e. To understand and appreciate the concept of marketing strategy formulation and

implementation in the field in retailing

2. Core text book for Reading: Retailing Management Suja Nair / G.Vedamani

3. Reference Book - : Retailing Management Levy, Weitz & Pandit;

Retailing Operations & Strategic Management Berman & Evans


Lecture, Book reviews, Documentaries on retail, Research reports & Test.


Unit 1 Introduction & Orientation - World of Retailing Management 5

1.1

1.2

1.3

Basic understanding of retailing definition, key terms and concepts, organised &

unorganized retail, Evolution of organised retail.

Retailing Environment & Trends - Global

Retailing Environment & Trends - Indian

1

1

1



Documentary ± Wal-Mart 2

Unit 2 Types of Retailers/Retail Formats/Online Retailers/Rural Retail -Part 1 3

2.1

2.2

Retail Formats; Non Store retailing; Rural retailing, linking retail

formats to retail strategy ± American & European context

Laws governing organised retail ± Indian & Global

2

1

Unit 3 Retail Store Management -: 3

3.1

3.2

Store Location, Store Layout, Store Design , Site Selection, Catchment Area,

Store AdministrationVisual Merchandising

2

1

Unit 4 Changing Consumer Dynamics & Retail Segmentation 7

4.1

4.2

4.3

4.4

Segmentation- Bases & Process of Segmentation, Targeting.

Competitive frame of reference, Consumer Demographics, Psychographics,

Economic, Lifestyle, Culture

Building Sustainable Competitive Advantage in Retailing

Special report ± NCAER classification of Indian consumer market

Case study ± Segmentation, Targeting, Positioning ±FutureGroup

2

2

1

2

Unit 5 Retail Strategy (I) 6

5.1

5.2

Merchandising Strategy -Planning, Systems, Sourcing Decisions, Vendor

Relations, Assortment Vs Depth, CategoryManagement, GMROI, Gross

Margin Path(High Inventory Turnover) Vs Net Profitability ( Low Inventory

turnover with high profit margin)

Case Study ± Wal-Mart Case study

3

3

Unit 6 Retail Strategy (II) 6

6.1

6.2

6.3

Strategic Advantage through CR M, Service Quality, Retail Information

Systems Management

Managing Supply Chain Management & Logistics - Agribusiness Case study ±

McDonalds Case Study

Warehousing - Selection, Material Handling, Transportation, Wholesaling-

Types, Trends.VMS & HMS

2

2

2

Unit 7 Designing Competitive Pricing Strategies in Retailing 03

7.1

7.2

Price, adapting the price, initiating and responding to price changes

Articles ± Pricing strategies toolkit± Harvard Business Review

01

02

Unit 8 Retail Communication Mix (Part A) -

Integrated Marketing Communication Strategy

04



8.1

8.2

8.3

8.48.5

Significance of IMC, Marketing communications mix/modes, developing

effective communications

Developing advertising programmed, deciding on media and measuring

effectiveness.

Sales Promotion- objectives, major decisions. Promotion vs. advertising

Personal Selling- sales force management.

Public relations, Direct Marketing, Events, Interactive and word-of mouthmarketing

1

1

1

11

Unit 9 Retail Communication Mix (Part B)

Developing the Marketing Mix & Branding Strategies in Retail

04

9.1

9.2

Brand ,Branding Decisions, Brand extensions, Brand portfolio, Co-branding,

Web based branding,

Services Brand Differentiation, Pure services retailing strategies, Servicesmarketing mix

2

2

Unit 10 Human Resource Management ± Retailing Sector 03

10.1

10.2

Training & Development, Career Planning, Job Design, Careers in Retailing.

Special Session & Film ± Cooperative Retailing ± ³ The Cooperative´ &

Amul Video & E ± Choupal (ITC)

02

01

Subject: International Business

Course: PGDM Semester ±IV

Course Code: 401 M Revised on: April, 30, 2011Total Hrs: 40 Hrs

7. Objectives :

a. To understand and appreciate the concept of International Marketing in theory and

practice.

b. To evaluate the environment of International Marketing and develop a feasible

marketing plan (process).

c. To understand and apply the STP of International Marketing (segmentation, targeting,

positioning).



d. To have an elementary knowledge of consumer behaviour and International Marketing

research.

e. To understand and appreciate the concept of International Marketing strategy

formulation and implementation.


(1) International Business -- Third Edition -- K Aswathappa (The McGraw-Hill

Publication).

(2) International Business, Environments & Operations -- 11th Edition : Daniels,

Radebaugh , Sullivan (Pearson Education)

(3) Text Books & Required Reading : International Business by Charles W.H. Hill;

Regular reading of the Economist Magazine, Economic Times, Financial Express.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest



Unit 1 Introduction and Orientation 5

1.1

1.2

1.3

Basic understanding of International Marketing, definition, key

international marketing terms and concepts, marketing orientations,

distinction between domestic and international marketing.

Concepts of customer value, creating customer value, satisfaction and

delight.

Nature of International Business. Ripple effects of globalization

management/jobs/wages/child labour/women/developing countries and

Marketing Plan.

Case study: Growth strategy of an automobile company

1

1

1

2



Unit 2 Multinational Corporations 4

2.1

2.2

The MNC Life Cycle theory and its unique significance in International

Trade and the arguments for & against MNCs.

The rise of Indian MNCs.

Case study:

1

1

2

Unit 3 Developing the Marketing Mix 6

3.1

3.2

3.3

Global Trade and its theories.

Product characteristics and classifications, product differentiation

Product hierarchy, product systems, product mixes, PLC, NPD, Product

Life Cycle marketing strategies

Case study: Kellogg's-Nutri Grain-Extending the Product Life Cycle

1

1

2

2

Unit 4 Foreign Direct Investment 7

4.1

4.2

Introduction to International Financial Management Balance of Trade

and Balance of Payment, Intl. Monetary Fund, Asian Development Bank

and World Bank, Financial Markets and Instruments Introduction toExport and Import Finance Methods of payment in Intl. Trade EXIM

policy.

Case study:

1

2

2

2

Unit 5 InternationalE

nvironment 2

5.1

5.2

Political, economic, legal, cultural and technological environment

(The PESTEL framework)

Adapting, managing and negotiating across cultures.

1

1




6.1

6.2



1

1

Unit 7 International Organizational Structure 5

7.1

7.2

7.3

Distribution strategy, Importance of channels, channel functions and

flows, levels of channels,

Channel design, channel management, channel conflict, e-commerce

World Trade Organization origin, history, various agreements and its

implications on India.

Case Study:

1

1

1

2

Unit 8 Integrated International Marketing Communication Strategy 7

8.1

8.2

8.3

8.5

Significance of Marketing communications mix/modes, developing


Developing advertising programmes, deciding on media and measuring

effectiveness.

Future of International Business.

Global Manufacturing

Materials Management

2

1

1

2

2



Unit 9 Social & Ethical Issues 2

9.1 Social Responsibility and Ethical issues in International Business 2

Subject: Consumer Behaviour


Course Code: 2011-PGDMM-402 Revised on: April 2011Total Hrs: 40 Hrs

1. Objectives :

a. To understand and the various factors affecting consumer behavior.

b. To understand the importance and relevance of consumer behavior for effective

marketing strategy and a successful marketing organization

2. Core text book for Reading: Consumer Behavior: Schiff man and Kanuk

Consumer Behavior: Blackwell, Miniard and

Engel

Consumer Behaviour: Soloman

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments & Test.


Unit 1 Introduction and Overview 4

1.1 Introduction, definition, what is Consumer Behaviour, why study

consumer behaviour, how to study consumer behaviour, the underlying

principles of CB.

Market analysis to market strategy, customer loyalty and retention

2



1.2 strategy, customer relationship management. 2

Unit 2 Consumer Decision Making Process 6

2.1

2.2

2.3

Consumer Decision Process- Model, stages, types.

Buying roles and variables that shape CDP. Determinants of buyer

behaviour and framework of buyer behaviour.

Information Gathering & Evaluation: Perceptual Mapping & Positioning

Consumer Expectations & Perceptions: Satisfaction & Value

2

2

2

Unit 3 Pre-purchase process 2

3.1 Need recognition, search and evaluation 2

Unit 4 Purchase Process 4

4.1

4.2

Fully planned, partially planned and unplanned purchase

Purchase process, components of purchase decision

2

2

Unit 5 Post Purchase Process 4

5.1

5.2

Post purchase behaviour, components. Consumption behaviour and

experience.

Post consumption evaluation, customer satisfaction, action and disposal.

Consumer delight. Cognitive Dissonance.

2

2

Unit 6 Individual (internal) determinants of CB 6

6.1

6.2

6.3

Demographics, psychographics, and personality

Perception, consumer motivation and knowledge

Beliefs, feelings, expectations, attitude. Learning and memory

2

2

2



Unit 7 Environment (external) determinants 6

7.1

7.2

Culture and sub-culture, values and norms

Social class, social stratification, family and household influences,

reference group, opinion leaders and social influences and personal

influences.

2

4

Unit 8 Influencing consumer behaviour-communications 6

8.1

8.2

8.3

Making customer contact-exposure, attention.

Shaping consumer opinion-opinion formation and change.

Helping consumers to remember-cognitive learning and retrieval.

2

2

2

Unit 9 Diffusion of innovation 2

9.1 Origin, concept, importance and applications. 2

Subject: Rural Marketing


Course Code:403M

Revised on: Apr 2011

Total Hrs: 30 Hrs

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

1. able to understand the present level of penetration of products and services in rural markets and

their potential.

2. familiar with the changing profile of the rural consumer and his consumption pattern

3.

exposed to the innovative marketing strategies and campaigns developed by Indian firms as well as MNCs for the Rural Markets.

4. comfortable in designing product, price, distribution and promotional strategies for different

classes of product targeted at Rural Consumers.

5. familiar with media vehicles used for rural advertising

Core text books for reading:



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

2. Rural Marketing - Geoff Lancaster

3. Agri-Business Marketing - Dr. S.W.Bhave

Pedagogy:

Class Room Lectures, Case study, Assignments, Guest Lecture, audio-visual clips

Syllabus portion/topic Session#

Rural Marketing : Introduction; Scope; Nature , Significance 2

Rural Vs Urban Marketing ; Attractiveness of Rural Markets 2

Rural Market Environment and The Structure of IndianMarket: Indian Economy and the rural Context ;Rural urban

disparities; 3

Rural Consumer Behaviour ,Changing Profile of the Rural

Consumer 1

STP Marketing in Rural Context 2

Product Strategies for rural Markets 1

Pricing strategies for the rural market 1

Promotion strategy for the rural markets 1

Need for specialized rural marketing agencies 1

Distribution Strategies for the rural markets 2

Agricultural Inputs Marketing and Marketing of Agricultural

Produce 2

Case Study, audio-video clips and field visit 12

Syllabus

Subject : Business to Business Marketing




Course Code: 404 M Revised on: April 2011Total Hrs: 40 Hrs

9. Objectives :

a. To understand and appreciate the concept of B2B marketing in theory and practice

b. To evaluate the environment of B2B marketing and develop a feasible marketing plan

(process)

c. To understand and apply the STP B2B of marketing (segmentation, targeting,

positioning)

d. To have an elementary knowledge of consumer behaviour and marketing research

e. To understand and appreciate the concept of B2B marketing strategy formulation and

implementation.

Core text book for Reading: CoreText Book:

1. Industrial marketing ± By Milind T. Phadtare

References Books:

1 Business Marketing Management: B 2 B - By Michael D Hutt & Thomas W. Speh2 IndustrialMarketing-ICFAI3 IndustrialMarketing : Text & Cases- ICFAI

4 IndustrialMarketing byMilind T. Daphtardar

5 IndustrialMarkering by Hill, Alexander & Cross6 IndustrialMarketing: Analysis, Planning & Control by Reeder, Briety Reeder

7 IndustrialMarketing by Krishna K. Havaldar

10. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture,

Book reviews & Test.

S N Topic Duration


1.1

1.2

Basic understanding of B2B marketing, environment and nature of

business marketing, distinction between B to C and B To B marketing.

Industrial products, types of customers in business marketing, unique

characteristics of commercial enterprises, government sector, the

institutional market.

2

2



Unit 2 Organizational buying behavior 4

2.1

2.2

2.3

2.4

Difference between consumer & organizational buying

Organizational buying process cycle

Purchase participants & Purchase situations

In suppliers & Out Supplier. Attributes considered for Purchase Decision

Making

1

1

1

1

Unit 3 Marketing Opportunities in B2B 3

3.1

3.2

3.3

Importance of Marketing Intelligence

Difference between consumer & Industrial marketing research

Marketing Research Process

1

1

1

Unit 4 Marketing Strategy in B2B (Market segmentation & Positioning ) 3

4.1

4.2

4.3

Need for business market segmentation, basis of segmenting business

markets

Effective segmentation & target marketing

Target market strategy & positing

1

1

1

Unit 5 Managing B2B products 4

5.1

5.2

5.3

5.4

Level of a B2B product, core competencies-the root of industrial

products.

Industrial product mix strategy and decisions

Concept of industrial product life cycle, strategy for new and existing

products

New B2B product development process

1

1

1

1



Unit 6 Pricing & Negotiations 3

6.1

6.2

6.3

Process of pricing, factor influencing pricing

Pricing approaches & Price adjustment

Pricing strategies for products, price attacks, competitive bidding

1

1

1

Unit 7 B2B Channels 4

7.1

7.2

7.3

Classification of business marketing channels, participants

Channel design, pre channel appointment decision making, selection &

evaluation of dealers

Channel Conflict, channel administration, power in marketing channels

2

1

1

Unit 8 Communication for industrial markets 7

8.1

8.2

8.3

Communication objectives, tasks, policies

Developing integrated communications programme, B2B advertising,

sales promotion, sales force promotion, publicity, on line promotion.

Personal selling, Sales Process, Organizing Sales Force, Size of sales force,

Manpower, compensation & Controlling the sales personnel.

2

3

2

Unit 9 Managing services for business markets 2

9.1 Marketing of industrial services, products to solutions, marketing mix of

service firms.

2

Unit10 Customer Relationship Management 2

10.1 Business markets, relationship marketing, managing buyer seller

relationship, customer relationship management

2

Unit11 Supply Chain Management 2

11.1 Concept of SCM, Logistics, B2B Logistical Management 2



Unit12 E-commerce in business markets 2

12.1 Role of e-commerce in B2B marketing 2

SUBJECT: PRODUCT AND BRAND MANAGEMENT (405)

Course: PGDM

Semester ± IV

Course Code: 405 M

Total Hrs: 40 Hrs

Revised on: April 2011

11. Objectives :a. The Study of this subject will help the students to gather knowledge about product

management and importance of managing a product.

b. To introduce the concept of branding and brand management with special emphasis on

developing brand equity.

c. The students will also learn how maintaining a brand will increase the long range profits

of an organization.


a. Product management - Donal R. Lehmann, Russel S. Winer

b.

Strategic Brand Management -K

evin LaneK

eller

c. Branding Concepts & Process - Debashish Pati

d. Successful Branding - Pran K Choudhary

e. Brand Positioning Strategies for Competitive Advantage -Subrato Sen Gupta

f. Strategic Brand Management -Caperer

g. Behind Powerful Brands - Jones

h. Managing Indian Brands -S. Ramesh Kumar



14. Note: Discuss one case study per unit in the class.




Unit 1 Introduction to product management 6

1. Defining the competitive set

2. Category attractiveness analysis

3. Competitor analysis

4. Customer analysis

5. Product strategy over the life-cycle

6. New product development & strategies

1

1

1

1

1

1

Unit 2 . Brand & Brand Management 8

1. Commodities Vs Brands

2. The role of brands

3. The brand equity concept

4. Brand Equity Models Brand Asset Valuation, Aaker Model,

BRANDZ,

5. Brand Resonance. Building Brand Equity, Brand Identity and

Brand image.

1

1

1

2

3

Unit 3 Choosing brand elements to build brand equity 10

1. Designing marketing programs to building brand equity

2. Integrating marketing communication to build brand equity

3. Information processing model of communication, marketing

communication options, leveraging secondary brand knowledge

to build brand equity

4. Conceptualizing the leveraging process, country of origin

5. Co-branding, licensing, celebrity endorsement, sporting, cultural

and other events

2

2

2

2

2

Unit 4 Developing a brand equity measurement and management system 8



1. Establishing brand equity management system

2. Measuring sources of brand equity-capturing customer mindset

3. Qualitative research techniques, quantitative research

techniques, measuring outcomes of brand equity, capturing

market performance.

2

3

3

Unit 5 Designing and implementing branding strategies 8

1. Brand-product matrix, brand hierarchy, brand transfer,

introducing and meaning new products and brand extensions

2. Managing brands over time

3. Managing brands over geographic boundaries and market

segments.

3

2

3

Subject: Customer Relationship Management

Course: PGDM (Mktg.) Semester ±IV

Course Code: 406 M Revised on: Apr. 2011Total Hrs: 36 Hrs

Objectives:

The objective of this course is to introduce students to the concepts and methods of

Customer Relationship Management (CR M). 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 CR M databases: data, technology and statistical techniques. Upon

completing this course, students should have a working knowledge of CR M and related databasemarketing 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 CR M database and develop your abilities

to build, modify, and implement CR M database.

4. Help you to learn what the tools and software is available for CR M 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

Core Text Book:

1. Customer relationship Management - Sheth, Parvatiyar, Shainesh

Reference Books:

1. The CRM handbook By Jill Dyche

2. CRM By Willium G Zikmund

3. CRM By Greenberg

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book

reviews & Test.




Unit 1 Changing nature of Marketing and customer services 6

1.1 Why Customer Relationship Management (CRM)? - Diminishing

customer loyalty, Reasons of diminishing customer loyalty

1

1.2 Customer Life Cycle 1

1.3 Need for Mass customization: Myth or Reality?

1.4 Characteristics of empowered customers 1

1.5 Emerging trends in marketing

1.6 Changing nature of customer service

1.7 Emergence of CRM: Introduction to the Concepts of Relationship

Marketing(RM), Customer Experience Management(CEM), Customer

Touch point Value (CTV), Customer Lifetime Value(CLV), Definition,

nature and concept of CRM

2

1.8 Case study: BPCL-Matching customer expectation 1

Unit 2 CRM overview and Basic Concepts 8

2.1 Concept of Relationship Marketing: J. N. Sheth Model, Peppers and

Rogers Model

2

2.2 Developing Relational Bonds with customer: Financial, Structural,

Customization

1

2.3 RFM Model 1

2.4 Customer Lifetime Value(CLV) calculation, Significance of CLV 2

2.5 Personalization 1



2.6 Case : TATA motors : Getting its CRM right 1

Unit 3 CRM Strategy 10

3.1 Customer Acquisition 1

3.2 Sales Force Automation(SFA) 2

3.3 Customer Interaction Management (CIM) 1

3.4 Campaign Management 1

3.5 Customer Service Management 1

3.6 Channel Optimization 1

3.7 Customer retention strategy 1

3.8 Customer Win-back strategy 1

3.9 Case study: ICICI bank Its CRM strategies 1

Unit 4 CRM Process 5

4.1 Planning for CRM: Elements in CRM planning, Preparing the CRM

business plan

1

4.2 Role of IT for CRM 1

4.3 Analytical CRM, Operational CRM, Collaborative CRM 1

4.4 Business Process Re-engineering (BPR) 1

4.5 Process Mapping and Process Blueprinting

4.6 Change Management 1

4.7 Case: AIRTEL-Managing Customer Relationships through the Sales Cycle

Unit 5 Tools for CRM 3

5.1 Decision Support System(DSS) 1

5.2 Data Mining and Data Warehousing 1

5.3 Business Intelligence 1

5.4 Assignment: Study various CRM tools available in the context of any one



company

Unit 6 CRM Implementation 2

6.1 Choosing the right implementation approach: Implementation of CRM

for what and where( SBU level, Corporate level)

1

6.2 Steps in CRM implementation

6.3 Expected benefits of CRM implementation

6.4 Case: Mahindra and Mahindra- Its CRM Initiatives 1

6.5 Case: Marriott-Focused on customers all the way

Unit 7 Guarding against CRM failures 2

7.1 Creating the right culture 1

7.2 Ensuring right CRM implementation

7.3 The 7 deadly sins in CRM

7.4 Assignment: Find a company that has failed in its CRM initiatives andprepare the reasons for its failure with recommendations for

improvement

1



HUMAN RESOURCE MANAGEMENT SPECILISATION



Course Code: 301A Revised on: April 2011Total Hrs: 40Hrs

Objectives:



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



11th & 12th

edition.


Test.`



a )

b)

c)

Traditional Versus contemporary management practices in organization


for control.

2

2

2





a)

b)

c)

d)





influence


2

2

1

1

Unit 3

a)

b)

c)





4

2

1

1


a)

b)

c)

d)

Business unit as a profit center: Its merit & demerit.

Measuring profitability of profit center.

Allocation of charges & accounting of profit in profit center.

Case Study

1

2

1

1



Unit 5 Objective & Principles of transfer pricing within business units. 7

a)

b)

c)

d)

Methods of transfer pricing..

Administration & issues related to transfer price in domestic &

international business.

Budgeting approach & budget control .Problems & limitation of budgeting

Case study: Birch paper Company.

1

2

3

1

Unit 6 Measuring & Controlling Assets employed. 4

a )

b)

Evaluating economic performance of a business unit.

External audit, internal controls, internal audit, role of financial

controllers, multiple roles

. EVA versus ROI approach

Implementation of EVA in BU.

Additional consideration for evaluating managers.

2

2

Unit 7 Analyzing Financial performance reports for control 3

a) Relevant cost consideration & approach for managerial decision making.

Activity based costing, calculating variances & variation in practice.

3



3

a) Designing & Measuring Financial & non financial factors influencing the


2





3. Personnel Management by C.B. Mamoria

3. Pedagogy: Class room lecture, topic specific assignments and reading articles.


Unit 1 Introduction of the Personnel Administration (2)

1.1

1.2

Definition, Nature, Objectives & principles of Personnel Administration.

Components of HR Manual

(1)

(1)

Unit 2 Personnel Policies (suggested changes in bold) (3)

2.1

2.2

2.3

Aims and Objectives, Definition and scope of Personnel Policies.

Need of Personnel Policies, Types of Personnel Policies

Policy formation Mechanism, Contents of Personnel File

Background Verification Process & proposed action by HR for

deviation in BV from candidate.

1

1

1

Unit 3 Personnel Audit (2)

3.1

3.2

Unit - 4

Scope and nature of Personnel audit, Various records needed in each

and every HR activities.

Records of Full and Final Settlement,

Employee Communication

1.5

0.5

(3)



4.1 Importance of all the various forms of letter and circulars (1)

4.2 Drafting of various types of communications like Notices, Circulars,

Interview call letter, Appointment orders, Promotion letter,

Appreciation letter, Transfer orders, Suspension Order, Relieving letter

(assignment based)

(2)

Unit 5 Wage and Salary administration (3)

5.1 Laws related with wage and salary

Nature and purpose of sound wage, Factors influencing wages and

salary,

(1)

5.2 Wage administration rules, theories of wages, systems of wage

payment. Lay off and retrenchment compensation etc

(1)

5.3 Statutory Returns like Profession tax, TDS, 16-A form, PF withdrawal

form no 19, Form No 10 or 10C, PF transfer form.

(1)

6.0 Disciplinary Procedure (4)

6.1 Principles of Natural Justice and Domestic Enquiry, Minor and major

offences and punishment by law

(1)

6.2

Factors contributing to offences (Dismissal, Discharge, Discharge

Simplifiers Suspension , Demotion, With-Holding of Increments, Fine

And Warning.

(1.5)

6.3 Drafting of Show Cause Notice (Memo, Charge Sheet, Warning letter,

Letter of Termination and Letter of Dismissal of Services etc)

(1.5)



7.0 Bonus system (rules and regulations), Calculation of bonus, gratuity

superannuation Compensation etc

(1)

8.0 Challenges for modern Personnel Manager (2)

9.0 Guidelines for students for drafting HR Manual (2)

a) Training & Development

b) Employee Engagement

c) Recruitment and Selection



Course Code: 302 H



to analyze current business strategies and performance and to develop and plan implementable futurestrategies and policies. This course pulls together knowledge of the various functions of business (e.g.,


management. This course will make extensive use of the case study method using actual business

situations.

7. Objectives :

e. 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 theseattributes to the organization's industry and general environments.

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




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


h. To develop critical thinking and analytical skills in the development of business solutions to



Kazmi

Reference Books:


edition


edition

c. Strategic Management by P Subbaraod. Strategic management by Lomash & Mishra



inputs:



Business






1.1

1.2


management process.


Case study

1

1

2


2.1

2.2





Case study

1

1

2


3.1

3.2

3.3


strategies




Case study

1

1

1

4


4.1 Cost leadership business strategy, 1



4.2

4.3



Case Study

1

1

3


5.1

5.2

5.3







Case study

1

1

2

2


6.1

6.2

Operational control


Case study

1

1

1

SUBJECT: TRAINING AND DEVELOPMENT



Course: PGDM Semester ±III Revised in: April

2011

Course Code: (304H) Total Hrs: 36

OBJECTIVES:

The course is about the training and employee development in organizations. As the field of training and

development is changing, there is a need for trainers to reorient their thinking from the comfort and

structure of the classroom to the more ambiguous consulting area. Trainers now need to have

considerable expertise in job and task analysis, as learning specialists, facilitators, communication

experts, and professionals with a broad perspective of the human dimensions of human performance in

organizations.

The training industry is undergoing a significant shift from training, as the solution to employee

performance problems to looking for cheaper, more effective alternatives to training. The goal of this

course is to develop an understanding of the skills, abilities, and practical elements of employee

development and performance improvement in organizations. After the completion of the course,

students will be able to:

Differentiate Between Training And Development And Recognize The Role These Activities Play

In Human Resource Management.

Understand Principles Of Adult Learning.

Design Training Programs With Clear Goals And Specific Learning Outcomes And Utilize Variety

Of Training Methodologies.

Understand And Explain The Importance Of Training Evaluation.

Understand The Changing Face And Current Trends In Training And Development Scenario.

CORE TEXT BOOK: Employee Training and Development: Raymond.A.Noe, Tata McGraw Hill

(4th

Edition).

REFERENCE BOOKS:

Human Resource Development, T.V.Rao, Sage India.Pvt.Ltd.

y Effective Training Systems, Strategies and Practices, P. Nick Blanchard, James W. Thacker,

Pearson Education (3rd

Edition).

PEDAGOGY:1. Interactive Class Room Lectures. Assignments. Guest Lectures.



S. NO. TOPIC DURATION

(IN HRS)

Unit 1 HUMAN RESOURCE DEVELOPMENT 4

1.1

1.2

1.3

HRD - Definition, Scope and Objectives, Importance, HRD Sub Systems.

HRD and Strategy Development.

Elements of Good HRD, OCTAPACE Culture.

2

1

1

Unit 2 TRAINING AND DEVELOPMENT 4

2.1

2.2

2.3

2.4

Training And Development - Definition And Importance.

Skills Of An Effective Trainer, Role Of Trainers, Training Styles.

Opportunities and Challenges for Training.

Adult Training.

1

1

1

1

Unit 3 TRAINING NEEDS ANALYSIS 7

3.1

3.2

3.3

3.4

Training Needs Analysis - Importance, Mechanisms.

Organization Analysis, Operational Analysis, Individual Analysis.

Setting Training Objectives.

Competency Mapping.

1

2

1

3

Unit 4 TRAINING METHODOLOGIES AND TRANSFER OF LEARNING 6

4.1

4.2

Training Methods And Techniques.

Transfer of Learning.

4

2

Unit 5 EVALUATIONS OF TRAINING 6



Subject : Executive Compensation and Incentive Management

Course : PGDM Semester -III Course Code : 305 H

Revised on : April 2011 Total Hrs : 35

_______________________________________________________________________

1.Objective : This course is designed to promote understand in issues related to compensation incorporate sector and impart skills in designing, analysis and restructure compensation

management system, policies and strategies.

Core text books for Reading:

1. Compensation: Milkovich and Newman

2. Compensation in the era of Knowledge workers: Richard I Henderson

5.1

5.2

5.3

Evaluations Of Training - Importance, Need, Method.

Skills Matrix.

Cost Benefit Analysis Of Training Programs, Overview of Return on

Investment (ROI).

3

1

2

Unit 6 EMERGING TRENDS IN TRAINING AND DEVELOPMENT 4

6.1

6.2

6.3

Emerging Trends In Training And Development.

Technology In Training: CBT, Multimedia Training, E-Learning / Online

Learning,

Distance Learning.

1

2

1

Unit 7 ASSIGNMENT BASED 5

7.1 Assignment Based On The Design And Development Of A Training Program



3. Strategic Compensation: Joseph J Martocchio

4. Human Resource Management: V S P Rao

5. Personnel Management: C.B.Mamoria

Pedagogy: Class room lecture, article and Guest speaker and assignment

Sr.No TOPIC DURATION

Unit 1 Introduction of Compensation 2

Definition of Compensation, Evolution of compensation, need and importance

of compensation, components of compensation, types of compensation.

Unit 2 Compensation Policies and Objectives 2

Objectives of Compensation management, Principles of wages and salary

administration, the elements of wage administration and factors influencing

Compensations levels.

Unit 3 Strategic Pay Policies 2

Compensation and Organization Strategy, Lifestyle and compensation Factors

that influence Companies competitive strategies and compensation Practices .

Unit 4 Compensation Management Process 2

Various compensation and payroll process available, Compensation outsourcing,

why outsource the compensation system and significance of compensation

outsourcing

Unit 5 The Pay Model: 2

Polices Of Pay Model, Internal Alignment, External Competitiveness, and Pay

Techniques.

Unit 6 Evaluation leading to Compensation and incentives 1



6.1 Internal Alignment: Definition, What shapes internal structure, the internal pay

structure, best available verses best fit.

6.2 Job analysis importance of job analysis, procedure of job analysis, data

collection methods, Job description and specification.

8

6.3 Job evaluation: Defining Job evaluation, content, value and external Market

Links Methods of Job evaluation and Person based structures.

6.4 External Alignment: Job evaluation, External competitiveness and its definition,

Market rate analysis, wage surveys, interpreting survey results, designing pay

levels. Critical Pay Survey Problems, Sources of third Party Data and using third

party surveys.

Unit 7 The Structure of Pay 4

Grade and pay structure, Competency based pay, Broad Branding,Performance based pay/merit based pay, Individual pay and Team pay plans,

use of skill-knowledge and competency

Unit 8 Individual Pay System 3

Role of Performance appraisal in compensation system, common errors in

appraising performance , strategies for better understanding and measuring Job

performance,

Unit 9 Reward systems: 3

The reward system, Compensation system, Compensation Dimensions, Non

compensation dimension, Motivational aspects and reward systems, Incentives

and Rewards, Long Term and short term incentive systems, Financial and Non

Financial incentives, Benefits and Perks,

Unit 10 Compensation of Special Groups and Executive Compensation 2

Who are special groups Principles and processes for setting executive

compensation, and compensation strategy for the special group, Compensation

for sales force, Compensating the flexible workforce, Contingent employees

Unit 11 Expariate compensation 2

Recognizing variations, social contract, Culture & Pay, Comparing systems,

Expatriate Pay and Strategic Choices in Global Compensation

Unit 13 Benefits and Services: 2



Employee benefits, employee services, funding benefits through a VEBS,

Flexible compensation (cafeteria plan), Costing benefits.

Unit 14 Pay delivery administration: 2

The budget process, administration of pay managing labor cost, Control salary

level, Inherent controls, and Administration issues.

Sub: Human Resource Information System, Human Resource Accounting and Audit

Course : PGDM Semester -III Course Code : 306 HRevised on : April 2011

Total Hrs : 35

_______________________________________________________________________ Human Resource Infor mation System

1. Objective:

With the advent of this technology, comes a need for its use in the human resources function, which this

course particularly focuses on.

In particular, the course aims to:

a) Create awareness in upcoming managers, of different types of information systems in an

organization so as to enable the use of computer resources efficiently, for effective decision

making.

b) Understand various Management Information Systems operating in an organization particularly

in the Human Resources Management functional area and explain its relationship with the

various other activities of the organization.

c) Understand how Human Resources Information Systems are bought/developed and

implemented for various levels in an organization.

d) Explore the use of some common Information Systems development tools.

2. Pedagogy:

2. Class Room Lectures

3. Online Modules

4. Discussion



5. Presentations

6. Workshop

Sr. No Topic: Human Resource Information System Duration

Unit 1 The Introduction Of Human Resource Information System 3 hrs

1.1

1.2

Meaning, Definitions, Evolution

HRIS Need Analysis, Advantages & Disadvantages of HRIS

Unit 2 HRIS Life Cycle 2 hrs

2.1 HR responsibility in each phase of HRIS development

Unit 3 Pre implementation stage of HRIS 3 hrs

3.1

3.2

3.3

3.4

HRIS Planning

HRIS Expectation

Productivity Through HRIS

Getting Management Support for HRIS

Unit 4 HRIS modules 4 hrs

4.1

4.2

Recruitment

Induction

Training

PerformanceManagement

Compensation and Benefits Payroll

LeaveManagement



4.3

4.4

4.5

4.6

Unit 5 Implementation of HRIS 2 hrs

Unit 6 The Future of HRIS 1 hrs

Human Resource Accounting and Audit

1. Objective:

On completion of this course, student should understand the importance of HRA practices in

organizations. They should know how to implement HRA models and ways in which HRA impacts the

Strategic Decision Making of an organization.

Also, student should know the methods and reporting format of HR Audit.

2. Pedagogy:

1. Class Room Lectures

2. Discussion

3. Presentations

4. Workshop

5. Live company projects

3. Core Text:

Human Resource Accounting: advances in concepts, methods and applications Eric Flamholtz



4. Reference Book:

1. Human Resource Accounting R. K. Patra

2. Human Resource Accounting - R.K. Gupta

3. HRD Audit - TV Rao

4. Human Resource Planning and Audit Arun Sekhri

Sr. No Topic : Human Resource Accounting Duration

Unit 1 1. Introduction

2. Concept, Definition, Need, Importance

3. Measuring HR costs

2 hrs

Unit 2 1. 1st, 2

nand 3

r Generation accounting system for HR costs

2. Monetary and Non-monetary methods of HRA

3. Models of HRA ± Flamholtz, Jaggi & Lau, Lev &

Schwartz model

5 hrs

Unit 3 1. HRA impact on other HR activities

2. Calculating HRA

3. Integrating HRA in financial Statements4. HRA usage on Strategic DecisionMaking

3 hrs

Unit 4 1. BHEL Case Study

2. Infosys Case Study

2 hrs

Sr. No Topic: Human Resource Audit Duration

Unit 1 Human Resource 1) ConceptAudit 2) Nature

3) Need4) Purpose5) Basis

2 hrs

Unit 2 Benefits, Scope and Types 2 hrs

Unit 3 Approaches to HR Audit 2 hrs



Unit 4 Methods of HR Audit 2 hrs

Unit 5 HR Score Card, Preparing Audit Report 4 hrs

Subject : Industrial relation and related Laws

Course : PGDM Semester -III Course Code : 307 A H


Objectives: This introductory course will place emphasis on the practical application of

required to manage either in unionized workplaces or in workplaces that might be faced with

a certification application. Lectures, readings, simulations, and assignments will serve to

acquaint the student with the structure and functioning of the Indian industrial relations

system, basic employment law concepts, the union certification process, negotiation and

administration of collective agreements strikes and dispute resolution, and Indian industrial

relations.

Core text book for Reading: Industrial Relations by Deodhar Punekar

Pedagogy: Class Room Lectures, Case study, Assignments,


Unit 1 Industrial Relations: 4

1.1

1.2

Definition, Concept, Nature and scope of Industrial Relations.

Importance and need of Industrial Relations.

1

1



1.3

1.4

Development of healthy Labour Management Relations

The various approaches to Industrial Relations.

1

1

Unit 2 Industrial Conflicts and Dispute: 5

2.1

2.2

2.3

2.4

Definition.

Causes of Industrial Disputes/Conflicts.

Difference between Individual Disputes and Collective Disputes.

Ways for resolving Industrial Disputes/Conflicts.

1

2

1

1

Unit 3 Industrial relation Machinary 8

3.1

3.2

3.3

3.4

3.5

3.5.1

3.6

3.7

3.8

Negotiations and Collective Bargaining.

Conciliation and Mediation.

Voluntary Arbitration and Adjudication.

Constitution and functions of Works Committees and Joint Committees.

Grievance procedure.

Grievance handling machinery.

Counselling.

Code of discipline in Industry.

Workers participation in management.

1

1

1

1

1

1

1

1

1

Unit 4 Industrial Disputes Act, 1947 6



4.1

4.1.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

Objects and application

Important definitions

Machinery provided under the Act for investigation and settlement of

Industrial Disputes.

Notice of Change under Section 9A.

Powers of Labour Court/Industrial Tribunal under Section 11A

Voluntary Arbitration under Section 10A

Settlement, Award, Duration, Binding nature and Penalty for breach of

Settlement or Award.

Provisions of Section 17B

Strikes and Lockouts legal and illegal strikes, Justified and Unjustified

strikes and lockouts.

Lay-off and retrenchment, closure and transfer of undertakings.

Distinction between Section 33(1) and Section 33(2) of the Act.

Provisions of Section 33 of the Act.

Provisions of Section 33A of the Act.

How to handle Go-slow, Strike, Violence, Lockout etc.

0.5

0.5

0.5

0.5

0.5

0.5

0.5

0.5

0.5

1.5

0.5

Unit 5 Industrial Employment (Standing Orders) Act, 1946 6

5.1

5.2

5.3

5.4

5.5

5.6

Application of the Act.

Important Definitions.

Matters on which the Standing Orders are to be framed.

Procedure for certification and Modification of Standing Orders.

Provisions relating to Appeals.

Misconducts under the Standing Orders.

1

0.5

0.5

0.5

0.5

0.5



5.6.1

5.6.2

5.7

5.8

Punishments under the Standing Orders.

How to conduct a Domestic Enquiry?

Principles of Natural Justice.

Drafting of Warning letters, Show cause notice, Charge-sheet, Suspension

Pending Enquiry letters and Dismissal letters.

0.5

0.5

0.5

1

Unit 6 Recommendations of the National Commission on Labour 1969 and

2002;

2

Syllabus Template

Subject: Labour Law I

Course: PGDM Semester -III Course Code: 307 B H

Revised on: April 2011 Total Hrs. : 50

_______________________________________________________________________

1. Objective:

1) The course will focus on substantive legal issues, it is intended for non-law students and will be

largely overview in nature.

2) It is intended to prepare students to identify and address labour relations law issues that they

may encounter in the field

3) To equip the students with comprehensive knowledge and practical skill to interpret the labour

laws in the right perspective with a special reference to the provision to the constitution of India

which are having direct and indirect relevancy to the labour laws.


3) Industrial Law P L Malik

4) Industrial & Labour Laws S P Jain



5) Bare Acts



Unit 1 Payment of Wages Act, 1936. (6)

1.1

1.2

1.3

Objective of the Act, Fixation of Wage Periods Time of Payment of Wages

Deductions which may be made from wages

Maintenance of Registers and Records and Powers of Authority under

the Act

2

2

2

Unit 2 Payment of Bonus Act. 1965. (9)

2.1

2.2

2.3

Objectives of the Act, Computation of Gross Profit and Available Surplus,

Eligibility and Disqualification for Bonus, Payment of Minimum and

Maximum Bonus

Calculation of Bonus with respect to certain employees Proportionate

deduction in bonus in certain case, Computation of number of working

days

Set on and Set off of allocable surplus, Special provisions with

respect to certain establishments, Deduction of certain amounts from

bonus payable

3

2

3



2.4

Time limit for payment of bonus, Registers and Records.

1

Unit 3 Payment of Gratuity Act, 1972 (6)

3.1

3.2

3.3

Definitions, Continuous Service, Controlling authority, Payment

of gratuity, Compulsory Insurance

Power to exempt, Nomination, Determination of the amount of

gratuity

Inspectors, Powers of Inspectors, Recovery of gratuity

Penalties, Exemption of employer from liability in certain cases

2

2

2

Unit 4 Factories Act, 1948 (11)

4.1

4.2

4.3

4.4

4.5

Important definitions, like, Factory, Manufacturing Process, Occupier,

Workers, Reportable Accident

Health , Safety & Welfare

Provisions relating to Hazardous Processes, Working Hours of Adults,

Employment of Young Persons

Annual Leave with Wages

Inspectors, Returns, Punishments & Penalties

2

4

2

2

1



Unit 5 Contract Labour (Regulation and Abolition) Act, 1970 (8)

5.1

5.2

5.3

5.4

Objective of the Act, Important Definitions, like, Contractor, Contract

Labour, Workman, Principal Employer and Establishment

Powers of Appropriate Government To prohibit employment of contract

labour

Registration and License, Welfare

Liability of Principal Employer

2

2

2

2

Unit 6 Employees' Provident Fund and Misc. Provisions Act, 1952 (6)

6.1

6.2

6.3

Objective, Definition of Employee, Applicability, Exemption

Contribution, Employees Pension Scheme

Employees Deposit Linked Scheme, Penalties, Withdrawals permissible

under the Act

2

2

2

Unit 7 Bombay Shops and Establishments Act, 1948 (9)

7.1

7.2

Object of the Act , Definition Commercial Establishment, Shops, Hotels,Restaurant

Registration of Establishment

2

3



7.3

7.4

Working Hours, Interval of Rest and Spread over, Holiday, Opening &

Closing Time, Employment of Children and Young Persons

Leave with Wages, Notice of Discharge and Dismissal & Maintenance of

Registers and Punishments

2

2

SEMESTER 4



Course Code: Revised on: April, 30, 2011Total Hrs: 40 Hrs

8. Objectives :


practice.




positioning).


research.





Publication).











1.1

1.2

1.3





delight.



Marketing Plan.


1

1

1

2


2.1

2.2




Case study:

1

1

2


3.1

3.2



1

1



3.3 Product hierarchy, product systems, product mixes, PLC, NPD, Product



2

2


4.1

4.2



and World Bank, Financial Markets and Instruments Introduction to

Export and Import Finance Methods of payment in Intl. Trade EXIM

policy.

Case study:

1

2

2

2

Unit 5 International Environment 2

5.1

5.2




1

1


6.1

6.2



1

1


7.1

7.2





1

1



7.3


Case Study: 1

2


8.1

8.2

8.3

8.5




effectiveness.




2

1

1

2

2





Subject : Performance Management

Course : PGDM Semester -IV Course Code : 402 HRevised on : April 2011 Total Hrs : 30

_______________________________________________________________________

1.Objective : In a world market where individuals, teams and organizations have to thrive on the cutting

edge of competition, performance management (planning, methods, measurement, information

analysis and systems implementation) become crucial to bringing about all round development. This

task falls to the lot of the HR expert and in this course students will be facilitated in becoming skilled

enough to handle performance management issues when they enter the world of industry and business.

The following are the main heads under which this knowledge on the subject will be imparted.


1. Performance Management , Herman Aquinis Pearson Education

2.Perfornance Management and Appraisal systems T.V.Rao

3.Performance Management By Prem Chadha

4.Performance Management Concepts, Skills and Exercise By Robert L Cardy

5. Performance Management by Michal Armstrong and Angela Baron

3.Pedagogy: Class room lecture, Cases, article


Unit 1 Introduction Of Performance management system 5

1.1 Definition of performance Management, the performance management

contribution, dangers of poorly implemented PM systems

1.2 Aims and role of PM Systems, characteristics of an ideal PM systems,

performance management process,

1.3 Performance management and strategic planning.



Unit 2 Performance appraisal system implementation: 6

2.1 Aligning PA with other HR function, Defining performance, determinants of

performance, performance dimensions, approaches to measuring

performance,

2.2 Diagnosing the causes of poor performance, differentiating task from

contextual performance, choosing a performance measurement approach.

2.3 Measuring results and behaviors, gathering performance information,

implementing performance management system.

Unit 3 Conducting Staff Appraisals 4

3.1 Introduction, need, skills required, the role of the appraiser, appraisal

methods, raters errors, data collection, conducting an appraisal interview,

follow up & validation, present thoughts & future directions.

3.2 Why Performance Appraisal Fails. Halo Effect. , Appraisal communication.

Unit 4 Performance management & employee development: 5

4.1 Personal Development plans, 360 degree feed back as a developmental tool,

MBO, competency mapping and other tools

4.2 performance management & reward systems: performance linkedremuneration system, performance linked planning and promotion policy.

Unit 5 Performance Consulting: 4

5.1 Concept, the need for performance consulting, role of the performance

consulting,

5.2 Designing and using performance relationship maps, contracting for

performance consulting services

5.3 Organizing performance improvement department. Counselling for better

performance,

5.4 Feedback mechanism in organization. Performance Coaching



Subject : ORGANISATION DEVELOPMENT

Course : PGDM Semester -IV Course Code : 403H


1. COURSE OBJECTIVE:

This course is designed to provide in depth understanding of behavioral interventions and enable the

students to apply these intervention for building individual, team, system, systems and process related

competencies and helping organizational to achieve peak performance and become self sustaining. The

course also helps to understand various challenges the OD Function faces while executing theoperational plans in fast changing dynamic business environment. The purpose of this course is to learn

to plan and implement change at the individual, group and organizational level. The course is designed

to help the students develop aspotential change agents and OD professionals. After completing this

course you should:

be able to understand the theory and practice relating to the processes of organisation

development and change.

develop insight and competence in diagnostic and intervention processes and skills for

initiating and facilitating change in organisations.

gain necessary self-insight, skills and techniques to become effective change agents and

internal OD consultants.

2. Suggested Readings:

y An experiential approach to OD ByDonald Brown & Donald Harvey

y Cummings, Thomas G. and Christopher G. Worley, Organisation Development and

Change, Thomson Learning.

y Ramnarayan S., T.V. Rao and Kuldeep Singh, Organisation Development Interventions

and Strategies, response Books, New Delhi.

y French, Wendell L. and Lecil H. Bell, Organisation Development, PHI, New Delhi

y Chowdhury, Subir, Organisation 21C, Pearson Education.

y Dr. AnjaliGhanekar, Essentials of Organisational Development, Everest Publication.



3.Pedagogy:

y Class room lecture / Discussion

y Case study Discussion

y Workshop with Assignment

y Industry Visit

Syllabus


1

Introduction to Organisational Change & Organisational

Development

Organisational Change - Meaning, Nature, Types of change. Thetheories of planned change.

Organisational Development - Meaning, Characteristics , Evolution of

OD (Kurt Lewin, Robert Tanenbaum, McGregor, Herbert Shepard,

Robert Blake) Goals and Values of OD 2

2

Understanding the OD process - Model Of Change, Six Box Model.

Stage One- Need for Change,

Stage Two - Entry and Contract of the Consultant, Role of the OD

counsultant (Internal & External) Styles of OD Practitioners , Skills

and Activities of the OD Practitioner ,The Client - Consultant

Relationship, Stage Three - The Diagnostic Phase,

Stage Four - Action Plans, Strategies and Techniques - Intervention

Process ( Based on who the client is and how ready he is for the OD

interventions),

Stage Five - Self Renewal, Monitor and Stabilize.2

3

The Diagnostic Process - Meaning of Diagnosis Data collection

process, Data Analysis, Diagnostic Models, i.e. Analytical Model,

Emergent Group Behaviour Model, MAnagement PRactitioner

Model, Sociotechnical Systems Model, Cause Maps and Social

Network Analysis model, Force Feild Analysis model, Thing to be

considered wile making diagnosis 3

4

Over coming Resistance to Change - Life cycle of resistance to

change, Leading Change, The change Model, Driving Forces towards

Acceptance of a Change Program, Restraining forces Blocking the

Implementation of a Change Program, Strategies to lessen resistance 2



5

Process Intervention Skills - Meaning, Group Process (

Communications, Member Roles and Functions, Probblem - Solving

and Decision Making, Group Norms and Growth, Leadership and

Authority), Types of Process Interventions ( Clarifying and

Summarizing , Synthesizing and Generalizing, Probing and

Questioning, Listening,, Reflecting Feelings, Providing Support andCounseling, Modeling, Setting the agenda, Feedback Observations,

Structural Suggestions.), Results of Process Interventions.3

6

OD Intervention Strategies - Organisational Change, Basic Strategies

to Change, Integration of Change Strategies, Stream Analysis,

Selecting an OD intervention, Major OD intervention Techniques 2

7

Employee Empowerment - What is Employee Empowerment, Need

for Employee Empowerment, Laboratory Learning - Objectives, Uses

in OD programs, Results of Laboratory Learning. 2

8

Interpersonal Interventions - Johari Window Model, Transactional

Analysis, Career Life Planning Interventions, Stress ManagementInterventions, 2

9

Team Development Interventions - Need for Team Development,

Purpose of Team Development, The Team Development Process,

Outdoor Experiential Laboratory Traning, Role Negotiation and Role

Analysis. 3

10

Intergroup Development Interventions - Collaboration and Conflict,

Intergroup Operating Problems, Cooperation versus Competition,

Managing Conflict. 2

11

Developing Success In Organisations - System Wide Interventions,

Survey Research and Feedback, Learning Organisations,Reengineering, The Grid OD Program, The Third Wave Organisation 2

12

The Challenge and Furture for Organisations - Organisations of the

future, Monitor and Stabilaze Action Pograms ( Stabilisation of

Change, Evaluation of OD programs, Termintion of Pactitioner -

Client relationship, Developing a self Renewak Capacity, Conditions

for success fo OD Efforts) 3

13Emerging Issues and Values, Future Trends in Organisation

Development. 2

Subject : Strategic and International Human Resource Management

Course : PGDM Semester - IV Course Code : 404 H

Revised on : Jan 2011 Total Hrs : 20



1.Objective : The course is designed to provide linkages of Business Strategy to HR Strategies Policies&

Systems. It is designed to equip the student with the tools & techniques essential as a strategic

contribution of HRM to organizational success. The course is aimed at creating a practical understanding

about the interaction of an organizations strategy with human resource management function to create

sustained competitive advantage. This course will focus on issues on how HR function can create an

alignment with business strategy and contributes to business performance

2. Core text book for Reading: 1) Strategic HRM By Jeffry Mellon 2) International HRM By Dowling 3)

International HRM Tony Edwards, Chris Rees 4)Strategic HRM Michael Armstrong

3. Pedagogy: Class room lecture and reading article.


Unit 1 An investment perspective of HRM (3)

1.1

1.2

1.3

1.4

Adopting an investment perspectives

Valuing of assets

Understanding and measuring human capital

Factors influencing an investment oriented organization

Unit 2 Challenges in SHRM (2)

2.1

2.2

Globalization and SHRM

Workforce demographic, change and diversity

1

1

Unit 3 Strategic management and strategic HRM (3)

3.1 Process of strategic management 1



3.2

3.3

3.4

3.5

3.6

Corporate, business and functional strategies

Strategic HRM and traditional HRM

HR Role

Barriers to outcome of strategic HRM

HR Value Proposition

.5

0.5

0.5

0.5

Unit 4 International Human Resource management (3)

4.1

4.2

Definition nature and scope of IHRM

Comparison between Domestic HRM and International HRM

1.5

1.5

Unit 5 Assessing culture in International HRM (2)

5.1 Cross Culture issues in International HRM 1

5.2 Cross Cultural and Diversity 1

Unit 6 International HR Planning and deployment strategy (2)

6.1 International Recruitment: Selecting International Employees and

Selecting Global Managers

1

6.2 Causes of Expatriate assignments failure. 1

Unit 7 The expatriate problems (Culture , country& Social specific) (2)



7.1 Managing Global and diverse Workforce 1

7.2 International trends in Employee Relations and talent engagement 1

Unit 8 Performance appraisal in the context of International HRM (2)

8.1 Performance A ppraisal from Global standard perspective, Country specific

norms in Performance Evaluation

2

Unit 9 International compensation (2)

9.1 International Compensation Policies, Factors affecting Int. Comp Policies

2

Subject: Labour Law II

Course: PGDM Semester -IV Course Code: 405HRevised on: April 2011 Total Hrs. : 44

_______________________________________________________________________

1. Objective:

4) The course will focus on substantive legal issues, it is intended for non-law students and will be

largely overview in nature.

5) It is intended to prepare students to identify and address labour relations law issues that they

may encounter in the field6) To equip the students with comprehensive knowledge and practical skill to interpret the labour

laws in the right perspective with a special reference to the provision to the constitution of India

which are having direct and indirect relevancy to the labour laws.




6) Industrial Law P L Malik

7) Industrial & Labour Laws S P Jain

8) Bare Acts



Unit 1 Employees' State Insurance Act, 1948. (9)

1.1

1.2

1.3

Contributions

Administrative arrangements

Benefits

Sickness Benefit, Maternity Benefit, Disablement Benefit,

Dependants Benefit, Medical Benefit, Funeral Benefit, Rajiv Gandhi

Rojgar Shramik Yojana Prescribed Specification for Entitlement, Sec 45

(A) Powers of ESI Courts

Administration of Disablement Benefit

Provision of Medical Treatment by State Government

Penalties

3

4

2

Unit 2 Employees Compensation Act, 1923. (8)

2.1

2.2

Objectives of the Act, Definitions, Employers liability under the Act.

Amount of compensation.

Compensation to be paid when due and penalty for default, Distribution

of compensation, Notice and claim

3

3



2.3

Returns as to compensation, Registration of agreements, Appeals and

Recovery.2

Unit 3 Maternity Benefit Act, 1961 (6)

3.1

3.2

3.3

Application of the Act, Definitions, Employment of or work by woman

prohibited during certain period, Right to payment of Maternity Benefit.

Payment of Medical Bonus, Leave for miscarriage, etc. Tubectomy

operation, illness arising out of pregnancy, delivery, nursing breaks.

Appointment of Inspectors, powers and duties of inspectors, forfeiture

of Maternity Benefits, Registers to be maintained, penalties.

2

2

2

Unit 4 Equal Remuneration Act, 1976 (2)

4.1 Definitions, Complaints and claims under the Act. Inspectors, Penalties. 2

Unit 5 Minimum Wages Act, 1948 (7)

5.1

5.2

5.3

Interpretation, fixing of minimum rates of wages, Procedure for fixing

and revising minimum rates of wages.

Advisory Board, Central Advisory Board, Composition of committees.

Overtime, Minimum rates of wages for piece work, Maintenance of registers and records, Inspectors, Claims.

Penalties for undisbursed amounts due to employees, penalties for

certain offences, offences by companies, exemption of employer from

liability in certain cases,

2

2

2



5.4 1

Unit 6 Trade Unions Act, 1926. (6)

6,1

6.2

6.3

Definitions, Appointment of Registrars, powers and duties of Registrars,

Application for registration of Union under the Act.

Content of rules of Trade unions, documents to be submitted to

Registrar, Registration of Union, Cancellation of registration of Union.

Rights and Liabilities of Unions, general fund and political fund,

dissolution and amalgamation of unions, Returns.

2

2

2

Unit 7 Maharashtra Recognition of Trade Unions & prevention of Unfair Labour

Practices Act, 1971

(6)

7.1

7.2

7.3

Definitions, Authorities under the Act, Provisions relating to recognition

of unions, cancellation of recognition.

Rights and obligations of recognized Unions, Unfair labour practices

under Schedule II, III and IV of the Act.

Complaints under the Act, Powers of the Labour and Industrial Courts

under the Act, Illegal strikes and lockouts under the Act.

2

2

2

BUILDING LEARNING ORGANISATIONSCourse: PGDM Semester -IV Course Code:406 H

Revised on: April 2011 Total Hrs. : 44

Objectives



To develop a comprehensive framework to understand knowledge as a strategic edge in

turbulent environment. To gain insight into the organizational learning processes, how they can be fostered and

enhanced.

To appreciate the learning techniques necessary to facilitate building corporatecompetency and knowledge-base.

Topics

Emerging Business Realities

Creating a learning cultureMinimizing resistance to change

Why Organizations Need to LearnOrganizational Learning: A Capabilities-Based View

Learning Tools and TechniquesSystems Thinking

Benchmarking and Process MappingKnowledge-based Competition

Knowledge-Creation and Acquisition Processes

Measuring Learning: The Intellectual Capital

Architechting a Learning OrganizationPeople CapabilityMaturityModel

Books to be referred:

1. KnowledgeManagement by Ganesh Natrajan2. People CapabilityMaturityModel by Bill Curtis

3. People CapabilityMaturityModel by Nandyal

SYLLABUS



Subject : HRM in Practice

Course :PGDM Semester -IV Course Code : 407H

Revised on : May 2011

_______________________________________________________________________

The objectives: This course examines the effective management of human resources of organizations.

Human resource management (HRM) is focused on people at work and over the years a variety of

management policies, practices, and decisions have been tried to ensure that employees can achieve

the organization's objectives - HRM in Practice will expose students to that body of knowledge.

Important HRM activities include analyzing jobs and writing job descriptions, recruiting and hiring

employees, providing training, motivating and monitoring job performance, determining pay and

benefits, ensuring safety and health, and complying with employment-related laws and regulations.

Managing these activities successfully is necessary for an organization to fulfill its purpose. With this in

mind, the course is designed to give a practical insight to the students majoring in HRM which will helpthem to develop critical and logical thinking abilities towards this discipline.

Pedagogy: Seminar, Workshop, Case Study, Article Discussion, Project

S. No. Topic

Unit 1 Personnel Management

Case/Article

Unit 2 Training & Development

Guest Speaker/Seminar

Unit 3 Compensation and Benefits

Workshop

Unit 4 HRIS and Audit

Case/Article

Unit 5 Industrial Relations

Case Study

Unit 6 Labor Law



Case Study

Unit 7 Performance Management System

Guest Speaker/article

Unit 8 Strategic Human Resource Management

Article

Unit 9 Learning Organization

Mini project

FINANCE SPECILISATION



Course Code: 301A F Revised on: April 2011Total Hrs: 40Hrs

Objectives:







11th & 12th

edition.


Test.`





a )

b)

c)



for control.


2

2

2


a)

b)

c)

d)





influence


2

2

1

1

Unit 3

a)

b)



4

2

1



c)



1


a)

b)

c)

d)




Case Study

1

2

1

1


a)

b)

c)

d)






1

2

3

1


a )

b)





2

2








3



3

a)

b)




.

2

1


a)

b)

Building & Measuring managerial performance through shareholder value



1

1

Subject :- Banking and Financial Institution

Course: PGDM Finance Semester - III Course Code: 301 B


1. Objective:

This course is intended as an introductory course on the wide spectrum of financial institutions and their

services. To provide a birds eye view, a perspective understanding of the Indian banking system and its

operations, understanding of the principles, planning and processes of Bank Management including



concepts covering, institutions and instruments, and to give students an appreciation of current

developments and events in this area.

2.Core text book for Reading: 1. Indian Financial System- H.R. Machiraju

2. Financial Institutions & Markets- L.M. Bhole

3. Indian Financial System- M. Y. Khan

3. Pedagogy:

Class room lecture & Case study

Bank Visit - operations


Unit 1 Developments of banking system since 1991 (4)

1.1

1.2

1.3

1.4

1.5

Developments since 1991-Recent Trends-Role of Financial Intermediaries in a

financial system-Various financial intermediaries-

Introduction to banking system

Types of bank

Instruments

Terms like NPAs

1

1

1

1

Unit 2 Study of various interest rates (3)

2.1

2.2

2.3

Study of various interest rates-

Short Term-Emergence of Repose rate as the benchmarks

rate in the short term-Floating and fixed rates of interest-LIBOR, MIBOR and

MIBID

1

1

1



Unit 3 RBI- (4)

3.1

3.2

3.3

3.4

Role played by RBI as a regulator

Salient features of status governed by them

Monetary Policy, Fiscal Policy,

Union (Government) Budget and its Implications

1

1

1

1

Unit 4 Commercial Banking (5)

4.1

4.2

4.3

4.4

4.5

4.6

Commercial Banking-Management of assets and liabilities

Effect of RBI policies on the operations commercial banks

Recent reforms in Banking sector

Recovery of debts-Calculation of EMIs Emerging trends in banking like e

payments, mobile banking, credit banking ,core banking solution, Online

Banking, NEFT, RTGS, ATM, Debit and Credit cards., KYC norms, Ancillary services

Collection of bills, Cheques, clearing house operations

1

1

1

1

1

Unit 5 Non-Banking Financial Companies (2)

5.1

5.2

5.3

Functions of NBFCs

Types

RBI Guidelines for NBFCs

1

1

Unit 6 Pricing (2)

6.1 Pricing of products and services in financial service sector. 2





Course Code: 302 H






management. This course will make extensive use of the case study method using actual businesssituations.

10. Objectives :

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



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


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


l. To develop critical thinking and analytical skills in the development of business solutions to



Kazmi

Reference Books:


edition


edition







inputs:



Business




1.1

1.2


management process.


Case study

1

1

2


2.1 Environmental Appraisal , internal and external environment , SWOT 1



2.2




Case study

1

2


3.1

3.2

3.3


strategies




Case study

1

1

1

4


4.1

4.2

4.3




Case Study

1

1

1

3


5.1

5.2



1

1



5.3





Case study

2

2


6.1

6.2

Operational control


Case study

1

1

1

Subject: Security Analysis And Portfolio Management

Course : PGDM Semester -III Course Code : 304 F Revised on : April2011 Total Hrs : 40

_______________________________________________________________________

1.Objective :

At the end of the course it is expected that the students will be Proficient and knowledgeable about the

various disciplines contribution in understanding capital market in a holistic manner. Familiar with the

financial strategies and functioning of the stock market which enhancing the effectiveness of financial

programme by creating portfolios.

2.Core text book for Reading:

1 . Investment Analysis and Portfolio management Prasanna Chandra

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

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

4.Security Analysis & Portfolio Management, S.Bhat, Excel Books



5.Portfolio Management Kevin Prentice Hall India.

3.Pedagogy:


Industry Visit


Unit 1 y Economic reform process 2

Indian Economy, World Economy & Economic Reform Process

Developed Markets and Emerging Markets

Unit 2 y Structure of Capital Markets ± Analysis of Financial Instruments

(Capital Market Instruments )

Index Composition ± SENSEX & NIFTY / Other Sectoral Indices

3

Unit3

y Fundamental Analysis

Extraction and Interpretation of Financial Data

Company & Product Information / Growth Patterns & Business Analysis,

Debt to Equity Ratio

4

Unit4 y Equity Valuation

Relative Valuation / P/E Ratio and Different Interpretations

y Equity Valuation

P/E Ratio in Depth Analysis

4

Unit5 Reading of Statistical Data in Capital Market & Interpretations / Index

Valuation1



Unit 6y Sector Analysis & Sector Valuation ± Part ± I

Categorization / Relation of financial data with different sectors

y Sector Analysis & Sector Valuation ± Part II

Macroeconomics factors involved in the sectors / Method of Forecast

4

2

Unit7 y Investment / Risk & Return

The Investment environment - Meaning of Risk / Elements of Risk /

Systematic Risk / Interest Rate Risk / Market Risk / Purchasing Power Risk

/ Business Risk / Unsystematic Risk / Financial Risk / Measurement of Risk

4

Unit 8 y Portfolio Theory

Expected Return of Portfolio / Risk & Diversification /

Selection of Optimal Portfolio

2

Unit9y Equilibrium in Capital Market

Security Market Line / Capital Market Line / Efficient Market Frontier /

C APM

4

Unit 10 y Debt Market

Fundamental Features of Debt Instruments / Indian Debt Market

Profile / Central Govt. Securities : BONDS / Central Govt. Securities: T-Bills / Call Money Market / B

Valuations

2

Unit11 y Derivatives

y Introduction to Equity Derivatives

Concept & definition / Forward Market / Futures & Options

3

Unit 12 Introduction to Commodity Markets 2



Unit13

Unit14

Macroeconomics

Introduction to Macroeconomics

Linkages & Interpretations

Introduction to Technical Analysis

Dow Theory / Support & Resistance / Types of Charts /

Indicators / Oscillators

Random Walk Theory, Efficient market Hypothesis

1

3

Subject: CORPORATE RESTRUCTURING

Course: PGDM Semester -III Course Code: 305 F


1. Objective:

The course provides an insight to the various concepts of corporate restructuring. The course provides

an in-depth understanding of all aspects of law and practical issues relating to corporate restructuring.


1. Mergers, Acquisitions and Corporate Restructuring

Chandrashekar, Krishnamurthy&Vishwanath



2. Mergers, Acquisitions and Corporate Restructuring

Prasad C. Godbole

3.Pedagogy:Class room lectures

Guest Session

Presentations

Cases


Unit 1 Corporate Restructuring (5)

1.1 Definition of Corporate Restructuring

Main forms of Corporate Restructuring viz.

1. Merger

2. Consolidation

3. Acquisition

4. Divestiture

5. De-merger

6. Carve -out

7. Joint Venture

8. Reduction of Capital

9. Buy-back of Securities

1

4

Unit 2 Mergers and Acquisition as a Growth Strategy (3)

2.1

2.2

Ansoff's Product Market Matrix

Classes of Growth Opportunities and M&A viz, intesive growth,

integrative growth and diversification growth.

1

1



1

Unit 3 Motives and synergies of Mergers and Acquisition:

Friedrich Trautwein's Merger Motive Model

Monopoly Theory Effeciency Theory

Valuation Theory Raider Theory

Empire Building Theory

(5)

Unit 4 Take Over and Defence Tactics (4)

4.1

4.2

4.3

4.4

Friendly takeover vs. hostile takeover

Takeover tactics

Successful Takeover Tactics in India

Defence Tactics

1

1

1

1

Unit 5 Intents of Target Companies (2)

5.1

5.2

Motives of Target Companies

Typical Characteristics of Takeover Candidates

1

1

Unit 6 Legal Aspects of Mergers and Acquisition (5)

6.1

6.2

6.3

6.4

Important provisions of Companies Act,1956

Important Provisions of SEBI (Buyback of Securities) Regulations, 1998

Important Provisions of SEBI ( Substantial Acquisition of Shares and

Takeovers) Regulations, 1997

SEBI (Delisting of Securities) guidelines 2003

Clauses 40A and 40B of the listing Agreement

1

1

1

1



6.5 1

Unit 7 Accounting and Taxation Aspects (4)

7.1

7.2

Accounting for Amalgamation and Demergers

Tax Aspects of Amalgamation and Demergers.

2

2

Unit 8 Funding of Acquisitions (2)

8.1.

8.2

Methods of Effecting Payment of Consideration

Sources of Funds

2

2

Unit 9. Valuation of Target Companies (7)

9.1

9.2

9.3

9.4

9.5

Concept of Value of a Company

Methods of Enterprise and Equity Valuation

Introduction of Dividend Discount Model

Enterprise DCF Model

Issues in Valuation of Target Company

1

2

1

2

1

Unit 10. Leveraged Buyout and Going Private (2)

10.1 Leveraged Buyout and Going Private 1

10.2 Management Buyout 1

Unit 11 Case Studies (3)

Subject: Direct Taxation

Course: PGDM Semester - III Course Code: 306 F Revised on: April 2011 Total Hrs: 40

_______________________________________________________________________



1. Objective :

The course provides an insight to the direct tax laws in India. The course will help the students to

understand the intricacies of taxes and its different aspects.

2. Core text book for Reading: 1. Direct Taxation Vinod Singhania

2. Direct Taxation Ahuja

3. Pedagogy:

Class room lecture & Case laws


Unit 1 Basic Concepts and Tax Rates 1

Unit 2 Residential Status 1

a) Resident

b) Resident-Not Ordinary residentc) Non-Resident

Unit 3 Agricultural Income and exempted Income 1

a) Basics

b) Taxing Agricultural income

c) Agricultural Income and Business Income

d) Exempted Incomes

Unit 4 Income from Salary 6

a) Basics

b) Gratuity

c) Leave encashment





e) Other sourcesUnit 9 Clubbing of Income 4

a) Basics

b) Remuneration to spouse from a concern in whichthe assessee has substantial interest

c) Income from asset transferred to spouse

d) Assets transferred to AOP (Association of persons)

or other person for the benefit of spouse

e) Income from asset transferred to sons wife

f) Transfer to AOP or other person for the benefit of

sons wife

g) Income of minor child

Exceptions

Unit

10

Set off, or Carry Forward and Set off of Losses 1

Unit

11

Deductions under Chapter VIA and Relief 1

Unit

12

Tax deducted and Collected at source 1

Unit

13 Returns of Income and PAN-

Unit

14

Advance tax and Interest -

Total 40

SEMESTER 4



Course Code: 401 F Revised on: April, 30, 2011Total Hrs: 40 Hrs



9. Objectives :


practice.




positioning).


research.




(3) International Business -- Third Edition -- K Aswathappa (The McGraw-HillPublication).









1.1

1.2





delight.


1

1



1.3


Marketing Plan.


1

2


2.1

2.2




Case study:

1

1

2


3.1

3.2

3.3






1

1

2

2


4.1

4.2





policy.

Case study:

1

2

2



2


5.1

5.2




1

1


6.1

6.2



1

1


7.1

7.2

7.3






Case Study:

1

1

1

2


8.1

8.2

8.3




effectiveness.


2

1

1



8.5


Materials Management 2

2



Subject: - International Finance

Course: PGDM Finance Semester - IV Course Code: 402


1. Objective: This course is intended

y To introduce the environment of international finance and its implications on international

business.

y To analyze the nature and functioning of foreign exchange markets, determination of exchange

rates and interest rates and their forecasting.

y To define and measure foreign exchange risks and to identify risk management Strategies. To

explore the sources of long term finance and design financial strategies and to integrate the global

developments with the changing business environment in India.

2.Core text book for Reading: 1. International Finance- A.V. Rajwade2. International Finance- P.G. Apte

3. International Finance ± V. K. Sharan4. International Finance- Shapior

3. Pedagogy:





Unit 1 Overview of International business and Finance (6)

1.1

1.2

1.3

Nature, scope and significance of International finance.

Use of IT in international finance.

Balance of Trade, Balance of Payment, Current account transactions, Capital

account transactions, Reserves, Convertibility

1

2

1

2

Unit 2 Forex Markets (15)

2.1

2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

Definition of foreign currency and foreign transactions- trade and nontrade.

Forex Markets- Exposure Management

Currency Forwards - Currency Options -Currency Futures- Currency Swaps

Parity conditions in International Finance

Purchasing Power Parity - Covered Interest Parity -Real Interest Parity

Parity Conditions and Managerial Implications

Role of participants of Forex market.

Exchange Rate determination- Mathematical models.

Impact of Euro currency, Chinese Yuan, Japanese Yen and US Dollar.

Emerging importance of Indian rupee.

1

2

1

2

2

2

1

2

1

1

Unit 3 Regulatory Framework of international finance (5)

3.1

3.2

Indian perspective-FEMA, Role of RBI, rupee convertibility, EOU/STPI,.

International perspective-federal bank, European Central Bank, ICC guidelines

1

2



3.3 2

Unit 4 Sources of international finance (9)

4.1

4.2

4.3

4.4

4.5

4.6

Trade settlement methods.

Export Finance.

Buyers credit and suppliers credit.

International receivables and cash management.

ECB, FCCB, ADR, GDR, FDI.

Syndication

1

2

1

2

1

2

Unit 5 Forex Risk Management (3)

5.1

5.2

Risk definition and measurement.

Hedging tools and techniques- internal and external.

2

1

Unit 6 International Accounting Standards on foreign transactions (3)

Subject : Wealth Management

Certificate Course : PGDM Semester IV Course Code : 403A:Revised on:April 2011 Total Hrs : 20 1.Objective :

To have an overview about the evolution of Retail Banking , the various liability and asset retail

products, NRI services, Demat services, types and features of mutual funds and need for insurance and

various types of insurance products.

2.Core text book for Reading: 1.AMFI Handbook on Mutual Funds

2. Insurance & Risk Management

by Rejda

3. Text books of Insurance Institute of India



3.Pedagogy:


Industry Visit


Unit 1 Bank Deposits & Fixed Income Securities (3)

1.1

1.2

1.3

Role of banks as financial intermediaries.

Demand Deposits-Current Accounts & Saving Bank Accounts.

Term Deposits-FD,RD,2-in-1 Accounts

Fixed Income Securities- Bonds, Post Office Deposits

1

1

1

Unit 2 Demat Services (1.5)

2.1 Depositories, Depository Participants(DPs),Procedure for opening demat

accounts, transfer, transmission and pledging of shares

1.5

Unit 3 Mutual Fund Products (7)

3.1

3.2

3.3

3.4

3.5

3.6

3.7

Introduction to MFs,Brief history of MF industry in India

Structure of MFs

Types of MFs, incl. ULIPS

Options in MFs

Systematic Investment Planning

New Fund Offers

Taxation

1

1

1

1

1

1

1

Unit 4 Insurance (4.5)



4.1

4.2

4.3

4.4

Principles of Insurance, History of Indian Insurance Industry

Types of Insurance, Types of Life Insurance Products

General Insurance, Premium and Bonus

Insurance Documents & Claims

1

1

1.5

1

1

Unit 5 Retail loan products (2)

5.1

5.2

Features of Retail Loans, Retail Lending Cycle

Types of Retail Loans- Home loans, Auto Loans, Personal Loans

1

1

Unit 6 NRI Services (2)

6.1

6.2

Introduction to Non Resident Indians

Accounts Maintained by NRIs

1

1

Subject : Risk Management

Course : PGDM Semester -IV Course Code : 403 B Revised on : Dec 2010

Total Hrs : 40

_______________________________________________________________________

1.Objective :

At the end of the course it is expected that the students will be proficient and knowledgeable about the

various disciplines contribution in understanding risk management in a holistic manner. Familiar with



the techniques and functioning of the risk management which enhancing the effectiveness of money

market and banking institutions.

2.Core text book for Reading:1.Foreign Exchange & Risk Management -

C.Jeevanandam

2.Risk Management Insurance & Derivatives -

G.Kotreshwar

3.Pedagogy:



Unit 1 Introduction to Risk Management (24)

1.1

1.2

1.3

1.4

Identifying types of risks

Management of Translation

Transaction and economic Exposure

Quantifying Risk and Hedging techniques

2

2

3

3



1.5

1.6

1.7

1.8

Internal and External Techniques viz. Netting, Matching, Leading and

Lagging

Short term borrowing

Pricing in Foreign Currency

Assets Liability Management.

Case study of AMC

4

3

3

4

Unit 2 Instruments of External techniques of Risk Management (9)

2.1

2.2

2.3

2.4

Forwards & Futures

Swaps

Forwards Rate Agreement

Selecting Currency of Invoice

2

3

2

2

Unit 3 Misc. (7)



3.1

3.2

ECB,FPI,NRI

EXIM Bank / IMF / World Bank

3

4

Subject: Corporate Taxation

Course: PGDM Semester - IV 2011-13 Batch Course Code:404

Revised on: April 2011 Total Hrs: 40

_______________________________________________________________________

2. Objective :

To ensure that candidates can understand the different aspects of Indirect

taxation and its applications at Corporate level


Indirect Taxes- Law & Practices- V.S. DateyIndirect Taxes- Ravi Kishore

3. Pedagogy:

Class room lecture & Case laws


Unit 1 Central Excise 12

a. Nature and Contemporary Legislation for the same.

b. Liability for the central excise.

c. Definitions.

i. Goods,

ii. Manufacture,

iii. Excisable goods.

d. Job workers.

e. Classification of Goods.



b. f. Determination of Tariff Headings

g. Valuation of Goods

h. Transaction Value

i. Administrative Structure of Excise Departments

J. Various Procedures:-

Legislation, Self Removable under Invoice, Manner and Payment

of Duty

and letter of Undertaking, Show Cause Notice, Adjudication,

Interest,

Penalty, Confiscation, Seizure, Duty Payment under protest,

Refunds,

Appeals, Excise Audit, Concessions for SSI Units.

Unit 2 Service Tax 12

a. Extent.

b. Commencement and Application.

c. Definitions

d. Charge of Service Tax

e. Valuation of Taxable Services for Service Tax

f. Valuation of Taxable Services for Changing Tax.

g. Payment of Service Tax.

h. Registration

i. Furnishing of Returns

Unit 3 Value Added Tax (VAT) 12

a. Definitioni. Agriculture

ii. Business

iii. Capital asset

iv. Dealer

v. Non-resident dealer

vi. Goods

vii. Place of business

viii. Purchase price

ix. Sale price

x. Resale

xi. Turnover of purchase and turnover of sales.b. Incidence of Tax

i. Tax liability

ii. Rate of tax on goods specified in schedule.

c. Registration

Registration procedure

Fresh registration



Information to be furnished regarding change of business

Declaration of name of manager and PAN

d. Returns

Returns and self assessments

Audit of registered dealer.

e. Payment of Tax

Deduction of tax at source

Payment of tax

Adjustment of any payment

Special provisions regarding liability to pay tax in certain

cases

Liability of firms and partners

f. Tax audit under VAT

Imposition and rate of VAT

Acquisition of goods from member states

Importation of goods from outside member states

Goods subject to a warehousing regime

g. Determination of value

h. Payment of VAT taxable persons

i. Relief, Exemptions and Repayments

j. Administration, Collection, Enforcement (provisions)

k. Assessment of VAT and other payments due

l. Change in rates of VAT and disclosure of information

m. Appeals etc.

Unit 4 Introduction to Custom Duty 4

Total 40

Subject: DERIVATIVES (NCFM Module)


Course Code: 405 AF* Revised on: June 2011Total Hrs: 20 Hrs



Objective: To understand the differences in Forward, Futures & Options and to understand

the types of traders as well as Long and Short position.

1. Core text book for Reading: 1. NCFM Study Material

2. Options, Futures & Other Derivatives John C Hull

3. Pedagogy: Class Room Lectures & Test.


Unit 1 Introduction to Derivatives 2

Unit 2 Market Index 3

Unit 3 Introduction to Futures & Options 3

Unit 4 Applications of Futures & Options 3

Unit 5 Trading 3

Unit 6 Clearing and Settlement 3

Unit 7 Regulatory Framework 3

Subject: COMMODITIES MARKET

Course : PGDM Semester -IV Course Code : 405B Revised on : 2011-13 Total Hrs : 20



_______________________________________________________________________

1.Objective :

At the end of the course it is expected that the students will be Proficient and knowledgeable about the

various disciplines contribution in understanding Derivatives Commodities market in a holistic manner.

Familiar with the financial strategies and functioning of the stock market which enhancing the

effectiveness of financial programme by creating portfolios.


1 . Investment Analysis and Portfolio management Prasanna Chandra

2.Investments Zvi Bodie, &Mohanty TMH 6th Edition, 20053.Investment Management VK Bhalla ( S.Chand & Co)

4.Security Analysis & Portfolio Management, S.Bhat, Excel Books

5.Portfolio Management Kevin Prentice Hall India.

3.Pedagogy:


Industry Visit


Unit 1 About Forward Market Commission

Introduction & Overview / Organization, Functions & Duties /

Economic benefits of Futures Trading

Commodity Exchanges in India

1



Unit 2 MCX ± Multi Commodity Exchange Ltd.

NCDEX ± National Commodity &DerivativesExchange Ltd.

Overview & Features ± Average trading volume

1

Unit3

World¶s Major Commodity Exchanges & their major products

1

Unit4 Fundamental Analysis of Commodity Markets

Types of commodities &Explanations

Energy Futures / Bullion Futures / Metal Futures / Agro Commodities Futures

2

Unit5Commodity Futures --- Trading & Settlements

Warehousing

2

Unit 6 Commodity Options

Use of CommodityFutures & Options for Hedging Strategies.

4

Unit7 Regulatory Framework ± Forward Market Commission & Regional

CommodityExchanges1

Unit 8 Corporatization & Demutualization of Regional Commodity Exchanges 4



Unit9

Detailed Product Profile for Commodities

2

Unit 10 Energy Futures / 1

Unit11 Macro-economic impacts on the price fluctuations of commodities 1

Subject : Financial Applications in Marketing

Course : PGDM Semester -IV Course Code : 406 A Revised on : Dec 2010 Total Hrs : 20

_______________________________________________________________________

1.Objective : The objective is to give exposure to the students to field work & link the theoretical

knowledge to the practical environment.

2.Pedagogy:

Market research related Projects(any 1)


1. Analyze the business of generic drugs of different companies 3 weeks



2. Design Business Model & Revenue Model of stationery shop 3weeks

3. Analyze the Investment pattern of a common man 3 weeks

4. Problems involved in savings & investments of n individual 3 weeks

Subject: CAPITAL MARKET (NCFM Module)


Course Code: 406 B* Revised on: June 2011Total Hrs: 20 Hrs

Objective: To understand the basic/fundamental concepts and working of securities

market.

1. Core text book for Reading: 1. NCFM Study Material

2. Pedagogy: Class Room Lectures & Test.


Unit 1 AN OVERVIEW OF THE INDIAN SECURITIES MARKET 2

Unit 2 TRADING MEMBERSHIP 3

Unit 3 TRADING 4

Unit 4 CLEARING, SETTLEMENT AND RISK MANAGEMENT 4

Unit 5 LEGAL FRAMEWORK 3

Unit 6 FUNDAMENTAL VALUATION CONCEPTS 4



Subject: - FINANCIAL MODELING USING EXCEL

Course: PGDM Finance Semester - IV Course Code: 407


1. Objective: This course is intended to teach

Modeling techniques for accurate financial forecasting are used in many areas of finance, such as

derivatives, valuation, project evaluation, deal structuring, portfolio management and the like. In the

course, the participants will learn the model building skills required to build powerful models in financewith the help of excel. There are many features of model building that are common irrespective of the

final model that one intends to build. In the course we will also emphasize on the different model

building skills that one should have irrespective of the final use that one is going to make of it.

By the end of the course the participants should be better able to:

y Understand the basic and advanced features of excel

y Understand how to build models in excel to suit ones purpose

y Building models in different areas of finance including investments, corporate finance and

derivatives

y

Identifying and controlling the key sensitivities with advanced spreadsheet simulationy Understand how risk can be built into the model to enhance decision making process

2.Core text book for Reading: 1. MS office 2007 by walkenbach, Tyson

3. Pedagogy:

Class room lecture & Excel


Unit 1 Understanding the Basic Features of Excel (5)

1.1 Introduction to Modeling 3



1.2 Introduction to Excel 2

Unit 2 Understanding Advanced Features of Excel (10)

2.1

2.2

2.3

2.4

2.5

Database Functions in Excel

Creating Charts

Using Forms and Control Toolbox

Understanding Finance Functions present in Excel

Creating Dynamic Models

2

2

2

2

2

Unit 3 Sensitivity Analysis using Excel (4)

3.1

3.2

Scenario Manager

Other Sensitivity Analysis Features and Goal Seek

2

2

Unit 4 Excel in Finance (10)

4.1

4.2

4.3

4.4

4.5

4.6

Forecasting Financial Statements using Excel

Analyzing Financial Statements by using Spreadsheet Model Excel

Financial analysis for corporate Finance

Determining Project Viability

Risk Analysis in Project Appraisal

Simulation in Project Appraisal

2

2

2

2

1

1

Unit 5 Excel in Valuation (4)

5.1

5.2

5.3

Determination of Value Drivers

DCF Valuation

Risk Analysis in Valuation

2

1

1

Unit 6 Excel in Portfolio Theory (4)

6.1 Determining Efficient Portfolio 1



6.2

6.3

6.4

Creating Dynamic Portfolios

Portfolio Insurance

Fixed Income Portfolio Management using Excel

1

1

1

Unit 7 Excel in Derivatives (3)

7.1

7.2

7.3

Black and Scholes Model in Excel

Greeks in Excel

Real Options Valuation

1

1

1

POST GRADUATE DIPLOMA IN MARKETING MANAGEMENT BATCH 2011- 13

Semester I

2011-PGDMM-101Organizational Behavior and Principles of

Management

2011-PGDMM-102 A* Accounting for managers

2011-PGDMM-102 B* HRM for Marketing Managers

2011-PGDMM-103 Statistics and Quantitative Techniques

2011-PGDMM-104 Managerial Economics2011-PGDMM-105 Production and Operations Management

2011-PGDMM-106 Basics of Marketing

2011-PGDMM-107 A* Legal Aspects of Business

2011-PGDMM-107 B * Economic Environment of Business

2011-PGDMM-108 A* IT skills for Managers

2011-PGDMM-108 B * Communication Skills for Managers



2011-PGDMM-109 Term Project on cross-functional integration

Semester II

2011-PGDMM-201 A* Financial Management for Marketing Managers

2011-PGDMM-201 B* e Marketing

2011-PGDMM-202 Marketing Research

2011-PGDMM-203 Marketing Management

2011-PGDMM-204 Marketing in Practice

2011-PGDMM-205 Entrepreneurship and Project management

2011-PGDMM-206 Innovation and Sustainability

2011-PGDMM-207 Services Management

2011-PGDMM-208 A* Management Information System

2011-PGDMM-208 B* Sectoral Analysis in Indian Economy

2011-PGDMM-209 A* Selling and Negotiation Skills

2011-PGDMM-209 B* Business Environment and Analysis

Semester III

2011-PGDMM-301 A * Management Control System

2011-PGDMM-301 B * Marketing Decision Models

2011-PGDMM-302 Business policy and strategic Management

2011-PGDMM-303 SIP Project

2011-PGDMM-304 M Sales Management

2011-PGDMM-305 M Supply Chain Management

2011-PGDMM-306 M Integrated Marketing Communication

2011-PGDMM-307 M Retail Management

Semester IV

2011-PGDMM-401 International Business

2011-PGDMM-402 Consumer Behavior

2011-PGDMM-403 Rural Marketing

2011-PGDMM-404 B2B Marketing

2011-PGDMM-405 Product and Brand management

2011-PGDMM-406 Customer Relationship Management

2011-PGDMM-407 International marketing

* Hal f Credit Subj ect

SEMESTER 1



Subject : Organizational Behavior (OB)

Course : PGDM Semester -I Course Code : 101A Revised on : April 2011 Total Hrs : 30

_______________________________________________________________________

The goals/objectives of this course are:

y To work with, in, or for organizations, and, very likely at some point, to create own business

enterprise and/or a service organization to help the community.

y To help students understand how people and organizations function, based on the latest social

science research on work, workers, and organizations.

y To help students learn how to effectively manage relationships with coworkers, managers,subordinates clients and customers to begin acquainting students with the ever-growing body of

evidence that will be available to them throughout their career regarding effective organizations

and management practice.

y To make students literate, well-informed professional, able to make decisions that reflect best

available evidence regarding effective practice.

y


Stephen P. Robbins, Seema Sanghi, Essentials of Organizational Behavior, 8th edition.

(Pearson/Prentice Hall 2005)

Organizational Behavior by Fred Luthans

Reference book for Reading

Newstrom John W. - Organizational Behaviour: Human Behavour at Work (Tata Mc Graw Hill,

12th Edition)

Luthans Fred - Organizational Behaviour (Tata Mc Graw Hill)

Mc Shane L. Steven, Glinow Mary Ann Von & Sharma

Radha R. - Organizational Behaviour (Tata Mc Graw Hill, 3rd Edition)

Ashwathapa: Organizational Behavior

Keith and Davis, Organizational Behavior

Stevan Mcshane, Organizational Behavior R.S. Dwivedi, Human Relations and Organizational Behavior : Global Perspective

Anjali Ghanekar, Organizational Behavior

3.Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest

speakers and assignments Environments, organizations and behavior



Power relations in organizations

Performance evaluation and organizational effectiveness

Planned change and organizational development

Sr. No Topic **Weightage

(on scale of 5)

Duration

Unit 1 Intro and Scope 3 2 sessions

Intro & Scope

Characteristics

Models of Organizational Behavior

Contemporary OB

Unit 2 Perception & Attribution 4 3 sessions

Concept and Nature

Process, Importance

Perception Models

Unit 3 Attitude 3 2 sessions

Concept

Process and Importance

Attitude Measurement

Unit 4 Personality 3 2 sessions

Concept and Nature

Types and Theories of Personality

Shaping Personality

Job Satisfaction

Unit 5 Learning Organizations 3 2 sessions

Concept and Theories of Learning



Learning Process

Knowledge worker

Unit 6 Innovation and Creativity in Organization 3 2 sessions

Concept and need

significance

Unit 7 Leadership 4 3 sessions

Concept

Functions

Style and Theories of Leadership

Unit 8 Motivation 4 3 sessions

Concept and importance

Theories of Motivation

Process of Motivation

Techniques of Motivation

Unit 9 Group Dynamics and Team Building 4 3 sessions

Nature and type of Groups

Group Development

Group Functions

Team: Nature

Effective Teamwork

Unit 10 Conflict Management 3 3 sessions

Concept

Sources

Types

Classification of Conflict: Intra, Individual,



Interpersonal, Intergroup and Organizational

Resolution of Conflict

Meaning and Types of Grievance

Process of Grievance Handling

Unit 11 Organizational culture and Multi-culturism 3 3 sessions

Understanding culture

Types of culture

Managing Cultural Diversity

Unit 12 Organizational Change Management 3 2 Sessions

Concept and Nature

Forces responsible for Change

Resistance to change

Managing Resistance to Change

Syllabus Template

Subject: PRINCIPLE AND PRACTICES OF MANAGEMENT

Course: PGDM Sem - I Course Code: 101B Revised On: Apr 2011 Total Hrs:30

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.



Core Text Books:

2. Stoner, Freeman, Gilbert. Jr. Management (Prenlice Hall of India, 6th Edition)

Reference Books:

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

9. Essential of Management: Koontz & Wehrich

10. Management Concepts & Cases - Andrew Durbin

11. Principles of Management - Richard Daft

12. Personnel Management - C. B. Mamoria

13. Management: Principles & Application Ricky Griffin

14. Principles of Management - Ramachandra Aryasri

Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers and

assignments


Unit 1 Basic concepts of management: Definition Need and Scope,

Different schools of management thought Behavioural, Scientific,

Systems, and Contingency

Role of Manager in changing scenario

Unit 2 Contribution of Management Thinkers: Taylor, Fayol, Elton Mayo,

Max Weber, Other Indian Contributers

Unit 3 Planning: Concept, Nature, Importance, Steps, Limitations,

Management by objectives



Unit 4 Organizing: concept, nature, importance, principles, centralization,

decentralization, Organization structure-line and staff authority,

functional, product, matrix, geographical, customer. New forms of

organization-virtual. Organization s network-types of network

organizations/cluster-self-organization systems. Organizing design

for change and innovation-designing principles for new forms of

organizations.

Unit 5 Coordination: Division of labour, Interdependence of units , Pooled

Interdependence, Sequential interdependence, Reciprocal

interdependence

Unit 6 Staffing: Concept, Nature, Importance, Steps. knowledge worker.

Overview of HR function: Recruitment and Selection, Performance

Management System

Unit 7 Directing: Concept, nature importance.

Unit 8 Decision making: Types of decisions. Problems in decision-making.-

Concept, nature, importance & process. Creative Problem Solving

Subject : Accounting for Managers

Course: PGDM Semester -I Course Code: 102 A


1. Objective:



The course provides an insight to the various concepts of Financial and Cost Accounting used in decision

making in managerial areas. The subject also introduces the students with the recent developments in

the field of Accounting and Costing.


1. Financial Accounting P.C. Tulsian

2. Accounting for Management Dr. Jawaharlal

3. Accountancy S Kr Paul

4. Advanced Accountancy R.L Gupta Radhaswamy

5. Accountancy for CA-PE-I P.C. Tulsian

6. Cost Accounting Dr. SN Maheshwari

7. Cost Accounting Saxena Vashist

8. Principles and Practice of Cost Accounting Ashish Bhattacharya

3.Pedagogy:

Class room lectures -Theory and Numerical

Practical Application

Workshop


Unit 1 Introduction to Accounting and Accounting Concepts (4)

1.1 Introduction to Basic Terminology viz, Business, Profit, Reserve, Dividend,

Sources of funds, liabilities, Assets, Income, Expenditure, Freight or

carriage, Discount and other important terms

1.5



1.2

Meaning and significance of Accounting, Users of Accounting information.

1

1.5

Unit 2 Significant Accounting Policies, Concepts and Accounting Standards (3)

2.1

2.2

2.3

Accounting Principles and Concepts

Accounting Standards

Accounting Policies, GAAP, IFRS

1

1

1

Unit 3 Accounting Mechanics, Process and System (12)

3.1

3.2

3.3

Accounting Equation

Journal, Subsidiary books, Cash Book, Ledger, Trial Balance

Introduction to Company Final Accounts and Vertical Balance Sheet

2

5

5

Unit 4 Workshop on how to read a Balance Sheet (1)

4.1

4.2

Analysis of Balance Sheet of manufacturing company

Analysis of Balance Sheet of I.T. Company

0.5

0.5

Unit 5 Introduction to Cost Accounting (2)

5.1

5.2

5.3.

Basic Concepts, Meaning and Significance of Costing

Relationship with financial Accounting

Elements of Cost Material, Labor and Overhead

1

0.5

0.5

Unit 6 Accounting of Cost (4)

6.1

6.2

Accounting of cost components

Preparation of Cost Sheet

1

3

Unit 7 Inventory Management (3)

7.1

7.2

Meaning of inventory

Accounting of Stock-FIFO, LIFO,WACO, Reorder-Level

1

1



7.3 New Developments in inventory Management-JIT, ABC Analysis 1

Unit 8 Marginal Costing and Decision Making (4)

8.1. Marginal Costing- Features and importance, Break Even Analysis 2

8.2 Applications of marginal costing in decision making 2

Unit 9. Standard Costing and Budgetary Control (7)

9.1 Process of Standard Costing and Variance Analysis 1

9.2 Problems on Material and Labor 2

9.3 Meaning of Budget, Budgeting and Budgetary Control 1

9.4 Problems on Cash Budget and Flexible Budget 3

Unit 10 Introduction to costing in service sector (1)

Subject: HRM for Marketing

Course: PGDM Semester -II Course Code: 102 B Revised On: April 2011 Total Hrs: 32

_______________________________________________________________________

1. Objective:

This course addresses the human resource discipline as a key strategic function in successfulorganizations. The course recognizes the dynamic relationship between strategy, people, technology,

and the processes that drive organizations. Key topic areas include: Staffing, Human Resource Planning,

Compensation, Performance Management & Training & Development. The course uses readings,

lectures, class discussions, and application activities. The application activities will help students apply

the concepts to their workplaces.

Course Objectives:

1. To learn the concepts and application of HRM.

2. To learn the tools and techniques of HRM.

3. To illustrate, using application based activities, how these concepts and techniques can be applied in

everyday managerial decision-making.




2. Human Resources Management- Aswathappa (6th Edition)

Reference Books:

8. Personnel Management ± C.B Mamoria & S V Gankar 9. Human Resources Management ± Mirza S Saiyadain10. Human Resources Management ± Garry Dessler (10th Edition)11. Human Resources Management ± L.M.Prasad12. Desouzo & Robbins.13. Michael Armstrong.14. Pravin Durai

3. Pedagogy:

7. Class Room Lectures, Case Study, Role Play, Assignment

S. No Topic Duration

Unit 1 The Introduction Of Human Resource Management 3 hrs

1.1

1.2

Features of the competitive business environment, Business

trends and HR Competencies, responses of firms to the newcompetitive realities.

Responsibilities of the human resource manager,

competencies of the HR manager, role of line manager.



.

Unit 2 Job Analysis 3 hrs

2.1

2.2

2.3

2.4

2.5

Meaning, Importance, benefits and need for Job analysis,

relationships of job requirement with HRM functions.

Procedure of JD, Methods of collecting job analysis

Information. Job descriptions.

Job Specifications.

Job analysis in a changing environment.

Unit 3 Human Resource Planning 3 hrs

3.1

3.2

Definition and Importance of HRP, Traditional and

contemporary approaches to workforce planning, talent

inventory,

Workforce forecast (external and internal workforce supply),

forecasting workforce demand

Unit 4 Employee Recruitment And Selection 4 hrs

4.1

4.2

4.3

Recruitment policies, sources of recruitment ± internal and

external recruitment sources, merits and demerits of internal

and external recruitment sources, diversity-oriented

recruitment.

Selection Process, Organizational consideration in selection

decision, sources of information about job candidates,

various employment tests.

Basic Features of Interviews, Types of Interviews,

Administering the Interview.



4.4

4.5

Designing and Conducting the Effective Interview.

How to Conduct and attend an Interview effectively H.RInterview The Structured Situational Interview,

Unit 5 Training And Development 3 hrs

5.1

5.2

5.3

Orientation And Induction ± What do understand by

induction? Induction process.

Definition of training, TNA, training process, designing the

training program, implementing the training program,

evaluating the training program, different training methods.

Training Evaluation

Unit 6 Employee Career Management 2 hrs

6.1

6.2

6.3

What is career planning? Career planning process, How

important is career Planning, Whose responsible for planning

ones career?

Individual career planning Process, Organizational career Planning process.

Succession Planning and its process



Unit 7 Employee Compensation & Benefits 2 hrs

7.1 Need, Objective, Scope, Policy related with Compensation,

Job Evaluation, The compensation structure and

Compensation survey.

Unit 8 Benefits and services

8.1 Employee benefits required by law, Employers methods for

containing healthcare costs, employee services for creating

work/life setting, benefits administration.

Assignment

Unit 9 Performance Appraisal 4 hrs

9.1 Concept and purpose of performance appraisal, developing

an effective appraisal program, methods of appraising

employee performance.

Unit 10 Retirement And Separation 3 hrs

10.1 Exit Interview. VRS: Golden Handshake, Various types of

Retirement.

Assignment

Subject: - Statistical and Quantitative Techniques Course: PGDM Semester ± I Course Code: 103


1. Objective:

This course is intended for understanding of and application of statistics to help and reduce level of

uncertainty in the process of decision making. 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. All

students are expected to diligently apply necessary theory and methods of carrying out varioustechniques and analysis and develop the habit of using the library. To give students an appreciation of

current developments statistics will be taught on MS Excel.

2.Core and text books for Reading:



1. Srivastava T. N. and Rego Shailaja, Statistics for Management, Tata McGraw-Hill Publishing Co.

Ltd.

2. Vohra N. D., Quantitative Techniques in Management, Tata McGraw-Hill Publishing Co. Ltd

3. Tulsian P. C., Pandey Vishal, Quantitative Techniques: Theory & Problems, Pearson Education

India4. Statistical Methods - S.P.Gupta

5. Statistics for Management - Levin and Rubin

6. Bajpai Naval, Business Statistics - Pearson Education

7. Sharma, J K - Quantitative Techniques

8. Anderson, Sweeney, Williams Statistics of business and economics

9. Beri, G C Business statistics

3. Pedagogy:

Class room lecture & Problems

Tutorial for practice of problems

20 hours of classroom input given to the students on MS Excel.


Unit 1 Linear Programming (10)

1.1

1.2

1.3

Assignment Problems all methods

Transportation Problems all methods

Linear Programming Problems Formulation. Graphical solution

3

4

3

Unit 2 Data Tables and Graphs (5)

2.1

2.2

Arranging data to convey meaning - Tables, Graphs and Frequency Distribution

using MS Excel

3

2

Unit 3 Measures of Central Tendency (5)

3.1

3.2

Measures of Central Tendency Arithmetic Mean, Median, Mode. Weighted

Mean, Geo Mean, Forecasting Techniques - Moving Average using MS Excel

3

2

Unit 4 Measures of Dispersion (4)



4.1

4.2

Measures of Dispersion Range, Quartile, Mean Deviation, Standard Deviation,

Coefficient of Variation using MS Excel

2

2

Unit 5 Correlation and Regression (6)

5.1

5.2

Correlation Karl Pearson coefficient & Rank correlation, Multiple Correlation.

Simple and Multiple Regression (Linear) Equation and prediction using MS

Excel

3

3

Unit 6 Probability (4)

6.1

6.2

Probability Concept, Bayes theorem. Probability Distributions - Binomial,

Poisson and Normal using MS Excel

2

2

Unit 7 Queuing Theory (2)

7.1 Single Server (M/M/I, Infinite, FIFO) 2

Unit 8 Games Theory (2)

8.1 2x2 zero sum game - Pure Strategy and Mixed Strategy 2

Unit 9 Decision Theory (2)

9.1 Decision making under risk (EMV criteria) and Decision making under uncertainty 2

Subject: Managerial Economics for Decision Making


Course Code: _104 Revised on: April 2011Total Hrs: 40 Hrs

1. Objectives :a. To understand and appreciate the concepts of managerial economics in theory and

practice

b. To evaluate and apply the environment of business, economics & apply the concepts of

economics

c. To understand the working and apply the various laws/phenomenon in economics

d. To have an elementary knowledge of consumer behaviour and marketing concepts &

their interface with economics which help in decision making



e. To understand and apply the concept of economics in marketing strategy formulation &

implementation such as pricing, costs, production, demand analysis & forecasting

2. Core text book : Managerial Economics Mithani/ Seth/ Ahuja/ Maheshwari/Samuelson &

Nordhaus/ Mankiw / Dornbusch & Fischer

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture

& Test.


Unit 1 Nature & Scope of Managerial Economics(M.E.) 02

1.1

1.2

Managerial Economics (M.E.) & economic theory, nature of managerial

decision, branches of economics micro, macro etc, static & dynamic

economics, firm & the role of profits, nature of profits, role & functions

of profits

Marginal & Incremental Analysis, Average Marginal relationship,

fundamental theory of resource allocation

1

1

Unit 2 Demand Analysis & Theory of Consumer Choice 06

2.1

2.2

Demand Function, Market Demand, Firm Demand, Derived Demand,

Demand Function & Demand Curve Relationship, Cardinal & Ordinal

Utility theory, Indifference Curve Analysis.

Elasticity of Demand &Supply, Types, Factors affecting elasticity of

Demand, Applications, Demand Estimation & Forecasting,

Mathematical Derivation

3

3



Unit 3 Theory of Production & Cost Analysis 08

3.1

3.2

3.3

Production Function, Law of Variable returns, Applications, Production

function with one & two variable inputs

Concepts of costs, nature of costs, & cost analysis, LRAC, SRAC,

Economies & Diseconomies

Breakeven Analysis Graphic Method, Algebraic Method, Price

discrimination, Cost plus pricing, Pricing of multiple products Numerical

Problems on BEP & pricing

02

02

02

Unit 4 Pricing & Output Determination Part A & B 08

4.1 Perfect & Imperfect Competition- Average Marginal relationship, Long

Run & Short run equilibrium- Mathematical & Graphical Analysis.

Pricing & Output determination - Perfect Competition

Monopoly, Monopolistic Competition, Types, Nature, Oligopoly, Kinky

Oligopoly.

Comparison Perfect Competition/Monopoly/Monopolistic,

Government policies towards monopoly & competition, Non Price

02

02



4.2

4.4

Competition, Selling Costs, Production Costs, Advertising expenditure

Numerical problems Perfect Competition & Monopoly

02

Unit 5 Capital Budgeting & Decision Making 04

5.1

5.2

Meaning & importance, Steps in capital budgeting (long term

investment analysis) NPV & IRR Method Comparison (NPV & IRR)

Cost of Capital, CAPM, Capital budgeting -Decision making under risk

Numerical Problems

02

02

Unit 6 Theories of Profits 02

Unit 7 Managerial Theories of Firm

01

Unit 8 Macro Economics for Management 06



8.1

8.2

8.3

8.4

Key Concepts, Terms & Definitions- GDP,GNP, NNP, Keynesian

Determination of National Income Keynes Two Sector Three & Four

Sector Model, the concept of multiplier & its types

Consumption & Investment function- Keynes theory of consumption,

Average & Marginal propensity to consume, Autonomous & Induced

investment

Inflation-Nature, Causes & its Types.

01

02

02

02

Subject: PRODUCTION AND OPERATION MANAGEMENT


Course Code: 105 Revised on: Apr. 2011Total Hrs: 36 Hrs

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.



Core Text Book:

2. Production & Operations Management ± Panneerselvam

Reference Books:

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

5. Production & Operations Management Chary

6. Production & Operations Management ± Nair 7. Production & Operations Management ± K. Ashwathappa and Shridhara Bha

8.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book

reviews & Test.


(Hrs)

Unit 1 Strategic aspects of Production and Operation Management 5

1.1 Global Competitiveness & Globalization Concepts of World Class

Manufacturing & its benefits

1

1.2 Concept of Toyota production system, Lean manufacturing, JIT and

KANBAN

2

1.3 History and development of Manufacturing Management: Contribution

of various pioneers beginning from Division of Labor to Quality

Revolution and Environmental significance- Henry Ford, Deming,

Crossby, Taguchi

2

Unit 2 Plant Location & Layout Decisions 4



2.1 Importance - Factors affecting location - Factory Building 1

2.2 Installation of facilities. 1

2.3 Types of Plant layout: Process layout, Product layout, Cellular

Manufacturing, Hybrid layout

2

Unit 3 Methods of Manufacturing 3

3.1 Continuous to Intermittent production. 1

3.2 Project (Turnkey) Jobbing, Batch Production, Flow / Continuous

Production, Process Production- Characteristics of each method.

2

Unit 4 Introduction to Production Planning & Control 7

4.1 Forecasting, Scheduling, Routing, Loading processes, Gantt Charts ,

Documentation, Production Work Order.

2

4.2 Inventory Management: Economic Ordering Quantity (EOQ), ABC

Analysis, MPS, MRP, ERP, JIT, Value Engineering (Numerical on EOQ, ABC

and MRP are expected).

4

4.3 Capacity planning 1

Unit 5 Introduction to PERT / CPM 4

5.1 Importance in Manufacturing Management, Network Development 2

5.2 Network Crashing (Numerical expected) 2

Unit 6 Maintenance Management 3



6.1 Importance and types of Maintenance 1

6.2 Maintenance Planning, Spare Parts Management 1

6.3 Total Productive Maintenance(TPM) 1

Unit 7 Quality Management 6

7.1 Cent percent Inspection, Sample Inspection, Operation Characteristics

Curves

2

7.2 Statistical Quality Control(SQC), Control Charts - X-R Charts, p-chart, np-

chart, c- chart (Numericals on control chart are expected).

3

7.3 TQM 1

Unit 8 Work Study 4

8.1 Objectives, Scope and Uses 1

8.2 Methods Study - Man Machine Charts - Work Measurement - Elements -

Performance Rating Allowances

2

8.3 Methods of Remuneration - Time Based and Efficiency Based - Incentive

Schemes - Individual

1



Subject: Basics of Marketing

Course: PGDMM Semester: I,

Course Code: 106 Revised on: April 2011Total Hrs: 36 Hrs

Objectives :

v. To introduce the theory and concepts that comprises modern marketing.

vi. To evaluate the environment of marketing and develop a feasible marketing plan (process)

vii. To understand and apply the STP of marketing (segmentation, targeting, positioning)

viii. To have an elementary knowledge of consumer behavior and marketing research

Text books for Reading: 1) Principles of Marketing,13th

edition, Philip

Kotler, Gary Armstrong)

2) Introduction to Marketing (Adrian Palmer)

3) Principles of Marketing (McDaniel, Lamb, Hair)

Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises,

article reviews & assessment tests.


Unit 1 Introduction to Marketing 8

1.1

1.2

1.3

1.4

Importance of marketing, definition of marketing, scope of

marketing, functions of marketing, marketing and its

relation to other business functions.

Key marketing terms and concepts- need, want, demand, exchange,

marketing myopia and marketing orientations, distinction

between selling and marketing.

Concepts of customer value, CDV, CPV, CLV, creating customer value,


Marketing Mix, 4Ps, 7Ps, 4Cs.

2

2

2

2



Unit 2 Marketing Environment 4

2.1

2.2

Companys Micro and Macro Environment and the changes

happening, Challenges due to environment changes.

Analyzing the environment- Porters 5 forces, PESTLE etc. Dealing

with competition. Identification and analysis of

competitors. Responding to the Marketing environment

2

2

Unit 3 Marketing Research 4

3.1

3.2

Definition, Marketing Research Process

Marketing Intelligence System, Components of Intelligence System,

Data Mining and Warehousing

2

2

Unit 4 Consumer Behavior 5

4.1

4.2

4.3

Introduction and importance, model of consumer behavior,

characteristics affecting consumer behavior.

Buyer decision behavior- consumer psychology. Buyer decision

process.

Adoption process, Domestic buyer behavior, industrial buyerbehavior,

2

2

1

Unit 5 Segmentation, Targeting & Positioning 6

5.1

5.2

5.3

Segmentation- Bases and process of segmentation, requirements for

effective segmentation, niche marketing, segmenting

consumer markets, segmenting business markets.

Targeting- Evaluating market segments, selecting target market

segments.

Positioning- Positioning maps, differentiation and positioning

strategy, communicating and delivering the chosen position

2

2

2



Unit 6 Demand Forecasting 2

6.1 Demand forecasting techniques methods based on judgements,

methods requiring quantitative data

1

Unit 7 Marketing Planning Process 7

7.1

7.2

7.3

7.4

Marketing analysis: Goal setting-Mission, vision, corporate objectives;

marketing audit, SWOT analysis.

Marketing strategy: marketing objectives and strategies, expected

outcomes.

Marketing control: Marketing budgets, planning and implementation

Marketing Plan-Nature, process and contents of a marketing plan

1

1

1

3

Subject: Legal Aspect of Business

Course: PGDMM Semester -I Course Code: 107 ARevised on: April 2011 Total Hours :30 Hrs _______________________________________________________________________

1. Objective:

The course will impart in students the ability to recognize legal and ethical issues when they arise and

the analytical tools necessary to evaluate possible conflicts.


9) N. D. Kapoor, Elements of mercantile Law, Sultan Chand and Company, India, 2006

10) Business & Company Law By- Pathak(For Caselet)





Unit 1 The Contract Act, 1872 - Part I (4)

1.1

1.2

Nature and Classification of Contracts

Essential Elements of a valid contract

Offer and Acceptance

Consideration

Quasi-contracts

Void Contracts

Capacities of Parties.

Provisions relating to free consent.

Provision relating to performance and discharge of contract.

Breach of contract-Meaning and remedies.

2

2

Unit 2 The Contract Act, 1872 - Part II (7)

2.1

2.2

2.3

Contracts of Indemnity-Meaning, Nature-Right of Indemnity Holder

and Indemnifier.

Contracts of Guarantee Meaning, Nature and Features

Agency - Creation of Agency Agent and Principal

(Relationship/rights), Types of agency ,of Indemnity

Contracts of Guarantee

2

2

2



2.4 1

Unit 3 Sales of Goods Act, 1930 (9)

3.1

3.2

3.3

3.4

3.5

3.6


contract of sale

Sale of Goods and Agreement to sell sale and hire purchaseagreementProvisions relating to conditions and

Warranties.

Provisions relating to transfer of property or ownership

Right of Unpaid seller Remedial measures.

Provisions relating to Auction Sale


contract of sale

1

2

2

1

1

2

Unit 4 The Negotiable Instrument Act, 1881 (6)

4.1 Negotiable Instruments Meaning, Characteristics, Difference

between Cheques, Bill of Exchange & Promisory Notes.

2



4.2

4.3

4.4

4.5

Parties Holder and holder in due course.

Negotiation and Endorsements Types.

Dishonor of Negotiable Instrument Noting and Protest.

Dishonour of Cheques Sec (138)

1

1

1

1

Unit 5 The Companies Act, 1956 (5)

5.1

5.2

5.3

Company Definition, Meaning, Features and Types of Companies.

Incorporation of Company Memorandum of Association, Articles of

Association and Prospectus.

Share Capital Shareholder-Directors Company Meetings

1

2

2

Unit 6 The Consumer Protection Act, 1986 (10)

6.1

6.2

6.3


Unfair trade practices, Restrictive Trade Practices.

Consumer Protection Councils and Consumer Disputes Redressal

Agencies.

1

1

1



6.4

6.5

6.6

Consumer Protection Council Consumer Redressal Agencies

Composition & Jurisdiction of District Forums, State Commissions &

National Commissions

Powers of District Forum, State Commissions & National Commissions

& Penalties

Case laws on the above aspects

1

2

2

2

Unit 7 The Information Technology Act, 2000 (3)

7.1

7.2

Introduction & Relevance In International Business

Brief overview on: - Digital Signature, Electronic Governance,

Electronic Records, Certifying Authorities

2

1

Unit 8 Intellectual Property Rights (4)

8.1

8.2


Brief overview on Patents, Copyrights & Trademark and its relevance

to international business

1

3

Unit 9 Overview on International Business Laws (6)

9.1

9.2

Introduction to International law

International Dispute Settlement mechanism

2

2



9.3 International Law on Arbitration

(FOR IB)

2

Unit 10 Right To Information Act (2)

10.1 Main Features of the Act 2

Subject: Economic Environment of Business

Course: PGDMM Semester ±I Course Code: 107 B

Revised on: June 2011 Total Hrs: 20 Hrs

4. Objectives :

a. To understand and appreciate the concept of economic environment in theory and practice

b. To have an elementary knowledge of economic environment by analyzing it

c. To understand and appreciate the concept of economic environment formulation and

implementation

5. Core text book for Reading: 1. Economic Environment S. K. Misra/V. K. Puri



Unit 1 Introduction 2

1.1

1.2

Economic Environment of Business

Non-Economic Environment of Business

1

1

Unit 2 Inflation & Stagflation 7



2.1

2.2

2.3

2.4

2.5

2.6

Inflation defined/sources of inflation

Demand-Pull Inflation

Cost-Push Inflation

Demand pull and Cost push inflation interrelations

Relationship betweenUnemployment Rate and Inflation Rate and the

Phillips curve

Stagflation

1

1

1

1

2

1

Unit 3 Monetary and Fiscal Policies 2.5

3.1

3.2

3.3

3.4

3.5

Monetary & Fiscal Policy

Instruments of Monetary Policy

Some problems in Monetary Policy

Instruments of Fiscal Policy

Some problems in Fiscal Policy

0.5

0.5

0.5

0.5

0.5

Unit 4 Agriculture & Business 4.5

4.1

4.2

4.3

4.4

4.5

Role of Agriculture in Economic Development

Trends in Agricultural Production & Productivity

Businesses directly dependent on Agriculture : The Agro-Based industries

Dependence of New Agricultural Strategy on Business

Indian Agricultural Policy : An Overview

0.5

1

1

1

1

Unit 5 Commercial Banking in India 4



5.1

5.2

5.3

5.4

5.5

5.6

5.7

Nationalisation of Banks

Banking Structure in India

Expansion of Branches during the Post-Nationalisation Phase

Deposit Mobilisation

Bank Lending

Evaluation of Banking since Nationalisation

Banking Sector Reforms

0.5

0.5

0.5

0.5

0.5

0.5

1

Subject: IT Skills for Manager

Course: PGDMM Semester ±I Course Code: 108-A

Revised on: April 2011 Total Hrs: 20 Hrs

6. Objectives :

To equip the students with updated skills in IT for effective decision making and management.

7. Pedagogy: Class Room Lectures, Activities,D

emos, Assignments & Test.


Unit 1 Introduction to IT 2

1.1

1.2

Importance and Scope of IT

Managerial perspective through IT

1

1

Unit 2 MS office 7



2.1

2.2

2.3

MS word

MS Excel

MS Power Point

2

3

2

Unit 3 ERP ( Enterprise Resource Planning) 6

3.1

3.2

3.3

3.4

Introduction

Application and Importance ERP

Selection and Customization in ERP

Demo of ERP

2

2

1

1

Unit 4 Internet 2

4.1

4.2

Effective usage of Internet

Search Engines

1

1



Unit 5 Business Computing 3

5.1

5.2

Use of IT tools in making and implementing business plans.

Functional usage of IT in various management streams

1

2

Subject: Managerial Skill Development

Course: PGDMM Semester ±I Course Code: 108B

Revised on: April 2011 Total Hrs: 45 Hrs

8. Objectives :

y To Understand The Importance Of Effective Communication In A Business Setting.

y To Understand And Utilize The Basic Forms (E-Mail, Memos, Letters, Informal And Formal

Reports, And Informal And Formal Presentations) That Are Used In Effective Business

Communication.

y To Reinforce And Further Develop Presentation Skills In Order To Deliver Professional

Presentations.

y To Work Effectively In A Team To Improve Communication Skills And To Prepare And Present

Group Projects.

y To Sensitize Students About Non Verbal & Cross Cultural Aspects Of Communication.

y To Build Confidence And To Install Competitiveness.

9. Core text book for Reading: Business Communication - Shirley Taylor.

Essentials of Business Communication Bovee & Thill.



10. Pedagogy: Interactive Class Room Lectures, Activities, Assignments, Work Shop

& Test.


Unit 1 Communication in Business 7

1.1

1.2

1.3

1.4

Introduction, Dimensions, Importance and Need.

Communication Network, Principles.

Types, Process, Levels, Channel.

Barriers in Communication.

2

1

2

2

Unit 2 Developing and delivering effective presentation 7

2.1

2.2

Planning, Writing &Completing Oral Presentation , Using Visual

Aids effectively

Types of managerial speeches:

y Speech Of Introduction

y Speech Of Thanks

y Occasional Speech

y Theme Speech

3

2



Unit 3 Listening

4

3.1

3.2

3.3

Introduction, Types of Listening, Listening Process

Barriers to effecting listening

Advantages of listening, How to listen to your advantage

2

1

1

Unit 4 Non Verbal Communication 5

4.1

4.2

4.3

Types of non verbal communication, Ways of maximizing non

verbal skills

Para language, Proxemics, Chronemics, Kinesics

Cultural Implication of non verbal Communication.

2

2

1

Unit 5 Written Communication 7

5.1

5.2

5.3

Writing process, Planning, Organizing, Composing, Revising

Types and Formats of written communication

Direct messages, indirect messages, Reports, Resumes, Minutes

of meetings.

2

3

2

Unit 6 Group Communication Strategies 3

6.1

6.2

Meetings.

Group Discussions.

1

2

Unit 7 Intercultural Communication 4



7.1

7.2

7.3

Categorizing culture.

Improving intercultural sensitivity.

Developing effective intercultural communication skills.

1

1

2

Unit 8 Interviews 6

8.1

8.2

8.3

8.4

Understanding Interview process.

Types of Interviews.

Success in Job interviews.

Follow Up after interview.

2

2

2

2

Unit 9 Communications and Technology 2

9.1

9.2

Electronic communication technologies.

Software for business communication.

2

1



Subject: Project on cross-functional Integration

Course: PGDMM Semester I

Course Code: 109 Revised on: 12/5/2011

Total Hrs: 40Hrs

Objectives:

a. To give students a comprehensive understanding of project and related cross functional integration in

the new economic scenario.

b. To show that project objective is for building knowledge of the entire chain of company covering

organization structure, financial performance, market capitalization, HR policies, marketing

strategies and many more.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments Book reviews & Test.`


Unit 1 6

a )

b)

c)

i) Executive summary

ii) Introduction

iii) Company history

iv) Understanding and analysis of the Vision/ Mission of the

company

v) Organization structure

vi) Financial performance

vii) Interpretation of the last three years of balance sheet

viii) Ownership structure

2

2

2



ix) Market Capitalization

Unit 2 5

a)

b)

c)

i) Size in terms of no of employees and turnover

ii) Executive profiles

iii) HR policies and attrition rate

iv) Business Operations and Plant locations all over the world

v) Joint Ventures and Alliances (if any) in those locations

vi) Business status (market Situation / Relative market Position)

vii) PEST analysis

viii) Industry overview and analysis (Porter's five forces model and competitor

analysis )

ix) SWOT analysis

x) STP

2

2

1

Unit 3

a)

b)

i) Marketing strategies

a. Product Strategies (Product Mix, PLC, NPD, Branding

etc)

b. Pricing Strategies

c. Place Strategies (channels and physical distribution)

d. Promotion Strategies (IMC)

i) CSR activities

ii) New Marketing Opportunities

3

2

1

SEMESTER II



Subject : Financial Management for Marketing

Course : PGDM Semester -II Course Code : 201 A Revised on : April 2011 (2011-13 batch) Total Hrs : 20

_______________________________________________________________________

1.Objective :.

This course aims at:

y Familiarizing the students with the financial environment of business, especially the

y financial markets

y Imbibing knowledge about the decisions and decision variables involved in building the

y liability side of balance sheet of the firm

y Developing the analytical skills by associating the tools and techniques with they situation

y Developing skills for interpretation business information and application of financial

y theory in financing related decisions


1. Financial Management: Khan & Jain,Ravi M Kishore

2.Financial Management: I. M. Panday

3.Financial management-Tulsian S.Chand

3.Pedagogy: Class room lecture, article and Guest speaker and assignmentSr No Topic Duration

Unit 1 Overview of Finance Function 1hr

1.1 Finance Function Nature, scope,agency cost concept



1.2

1.3

Goals, Significance. Role of Modern Finance Manager

Shareholders Wealth Maximization v/s Profit Maximization

Unit 2 Financial Analysis 4 hrs

2.1

2.2

Various tools of financial management: Ratio analysis

Cash Flow Analysis

2 hrs

2 hrs

Unit 3 Valuation ( overview only not in detail ) 2 hrs

3.1

3.2

Valuation concepts Time value of money , future value , present value ,

Annuity Concept, Business Applications of Time Value of money

concept. Valuation of Financial Assets.

1 hr

1 hr

Unit 4 Long Term Sources of Finance 1 hr

4.1

4.2

Different sources of finance Equity share capital , Preference share

capital , Debentures, Term loans

Lease finance , Hire Purchase & Venture Capital

1 hr

Unit 5 Cost of Capital 2 hrs

5.1 Cost of Capital Meaning & Significance , Methods of calculating cost of

capital

( Equity, Preference shares Debentures, Long Term loans )

1 hr

1 hr



5.2 Weighted Average Cost of Capital

Unit 6 Capital Structure 2 hrs

6.1

6.2

Capital Structure - Meaning & Significance, factors of Optimum capital

structure

Various aspects of capital structure.

1 hr

1 hr

Unit 7 Leverage Analysis 2hrs

7.1 Leverage Analysis Meaning, Types, Effect 2hrs

Unit 8 Working Capital Management 2 hrs

8.1

8.2

Unit 9

Working Capital Management - Meaning & Significance, factors of

Optimum

Working capital, Working capital cycle, Estimation controlling & sources

of Working capital.

Capital Budgeting

1 hr

1 hr

3 hrs



9.1

9.2

Capital Budgeting- Meaning & Significance, Steps in Capital Budgeting,

Evaluation of Capital Expenditure Proposal, Cash flows in capital

Budgeting

1.5 hr

1.5 hrs

1 hr

1 hr

Unit 10 New Concepts in Financial Management(5 hrs)

Subject: e Marketing Management

Course: PGDMM Sem. II,

Course Code: PGDMM-201 B, Total Hrs: 30 Hrs.

Revised: April 2011

1. Objectives :

a. To understand and appreciate the concept of e marketing in theory and practice.b. To understand the implications of the internet for marketing.

c. To understand some of the key new tactics and capabilities provided by the internet.

d. To understand and appreciate the concept of e marketing strategy formulation and

implementation

2. Core text book for Reading: i. Online Marketing - Richard Gay, Alan



Charlesworth, Rita Esen

ii. Internet Marketing & e-Commerce by Ward

Hanson and Kirthi Kalyanam

iii. e-Marketing 4e Judy Strauss, Adel El-

Ansary, Raymond Frost




Unit 1 Introduction to e Marketing 3

1.1

1.2

Basic understanding of e marketing, e marketing definition, key e

marketing terms and concepts.

Online marketing environment in the modern economy, internet as a

global resource, digital convergence, digital benefits for marketing, ten

Cs for the internet marketing, patterns of internet usage, smart

networks.

1

2

Unit 2 Strategy & Planning for Internet Marketing 4

2.1

2.2

Electronic Strategy, e-business models & categories in the modern

economy- web business models, strategic options for the retailers,

partnerships and strategic alliances, online branding.

The e-marketing plan, creating e-marketing plan

2

2

Unit 3 The Web Site 4

3.1

3.2

The value of customer contact, website visit dynamics, usability,

credibility, persuasion.

Analysis of website, traffic building, web traffic plan.

1

1



3.3

3.4

Personalization and its approaches.

Commercial web presence, web site development, web site design, web

site content, design tips for increasing web sales.

1

1

Unit 4 Marketing Concepts and e Marketing 4

4.1

4.2

4.3

Online Marketing Research, stages in online marketing research.

Online consumer behavior, internet population expectations, internet

exchange process, technological, social, cultural, legal etc contexts.

Segmentation, how e marketers can use market segmentation to reach

online customers, internet specific differentiation strategies.

1

2

1

Unit 5 Online Product 2

5.1

5.2

Product- Creating customer value online, using attributes, branding,

support services, labeling to online products.

Customizing the product offering, e marketing enhanced product

development.

1

1

Unit 6 Pricing in the online world 1

6.1 Price- Pricing strategies for selling in the online world. 1

Unit 7 Distribution 1

7.1 Place- Effect of internet on distribution channel length, models used by

online channel players.

1

Unit 8 Online Promotion 8

8.1

8.2

8.3

Promotion- IMC and the internet.

Internet advertising, mobile advertising.

Search marketing, search engine optimization, history of search engine,

revenue models for search engine positioning, pay per click search

engine advertising.

Marketing Public Relations- website, blog, community, online events.

Sales promotion offers, contests, games, coupons.

2

2

2



8.4

Direct marketing- email, permission marketing, viral marketing,

messaging.

Social and business networking.

Measuring internet marketing effectiveness-metrics and website

analytics.

2

Unit 9 Ethical and Legal issues 3

9.1

9.2

Piracy, privacy, self regulation, patents, trademarks, copyrights, licences.

Electronic contract formation & validation, electronic authentication &

electronic information security, E-Payment System

1

2

Subject : Marketing Research

Course : PGDMM Semester -II Course Code : 202

Revised on : 04/05/2011 Total Hrs : (42)

_______________________________________________________________________

1.Objective :

The course provides insight into Marketing Research that is comprehensive, and practical and provides a

balanced coverage of both qualitative and quantitative material. It provides the scope to undergo

applied research by giving insights into the research process. An understanding of SPSS along with a live

project will give the students expertise to undergo quantitative research practically.

2.Core text book for Reading: 1.Marketing Research by G.C.Beri

3.Pedagogy:

y Class room lecture & Case study

y Inhouse and Field Projects

y SPSS Understading and Training




(hrs)

Unit 1 Introduction to Marketing Research (5)

1.1

1.2

1.3

1.4

1.5

Introduction to Marketing Research

Applications , Careers , Emerging issues in Marketing Research

MR In India, Growth in India and MR Agencies

Concept of Marketing Intelligence and MIS

Concept of MDSS, Value of Information

1

1

1

1

1

Unit 2 Marketing Research Process (4)

2.1

2.2

The Marketing Research Process, Steps Involved in MR Process

Research Methods and Design

2

2

Unit 3 Data Analysis (8)

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

Measures of central tendency,

Dispersion and Statistical Estimation

Hypothesis Testing

t-test, Z-test

Bivariate Analysis

Chi-square

Correlation, Regression

ANOVA

1

1

1

1

1

1

1

1



Unit 4 Introduction to Multivariate Analysis I (3)

4.1

4.2

Multiple Regression

Discriminant Analysis Concept

1

1

1

Unit 5 Introduction to Multivariate Analysis II (3)

4.3

4.4

4.5

Factor Analysis

Multidimensional Scaling Concept

Cluster Analysis Concept

1

1

1

Unit 6 Report Writing (2)

6.1 Interpretation and Report Writing 2

Unit 7 SPSS (4)

7.1

7.2

7.3

Introduction to SPSS

Data feeding using SPSS

Analysis using SPSS

1

1

2

Unit 8 Applications (6)

8.1

8.2

8.3

8.4

8.5

8.6

8.7

Segmentation and positioning

New Product Development

Pricing Research

Media Research

Strategy Formulation

Brand Value

Selling The idea of MR

1

1

1

1

1

1



Unit 9 Project Works (7)

9.1

9.2

9.3

Evaluation of Internal Project Reports

Live Project

Generic Company Specific Project

2

4

1

Subject: Marketing Management

Course: PGDMM Sem. II

Course Code: PGDMM-203, Revised on: April 2011Total Hrs. 36 Hrs

1. Objectives :

a. To understand and appreciate the concepts, philosophies, processes and techniques of

marketing management, in theory and practice.

b. To develop understanding of how the firm can benefit from creating and delivering

value to its customers and related stakeholders.

c. To develop skills in applying the analytical perspectives, decision tools, and concepts of

marketing in defining markets, segmentation, targeting and positioning and the use of

the 4Ps.

2. Core text book for Reading: Marketing Management 13 e- Philip Kotler

Marketing Management 2e-Czinkota,Kotabe

MarketingManagement- 4e- Ramaswamy and

Namakumari




Unit 1 Product & The Product Life Cycle 5



1.1

1.2

1.3

Product- Definition, characteristics, classifications, differentiation,

product levels, product mix, product line.

Product personality, packaging, labeling, warranties, guarantees.

Product Life Cycle, PLC marketing strategies.

2

1

2

Unit 2 Developing New Market Offerings 5

2.1

2.2

2.3

New product and market development, Ansoffs growth Strategy,

Product portfolio analysis- BCG Matrix, GE 9 Cell.

New Product Development process- Idea generation, idea screening,

concept development and testing, marketing strategy development,

product development, test marketing

Consumer adoption process-stages, factors.

2

2

1

Unit 3 Pricing Strategy 4

3.1

3.2

3.3

Price, pricing process, objectives, factors influencing pricing decision.

Pricing from revenue, cost, investment, and PBIT perspective.

Setting the price, new product pricing, product mix pricing strategies.Pricing strategy with reference to the PLC.

Price adjustments, initiating and responding to price changes.

2

1

1

Unit 4 Channels and Distribution 3

4.1

4.2

4.3

Importance of channels, channel functions and flows, levels of channels.

Distribution. Supply chain management.


commerce, CPFR, 3PL.


trends.

1

1

1



Unit 5 Promotion 8

5.1

5.2

5.3

5.4

5.5

Marketing communications, concept and role in marketing, different

promotion mix. Tri component model, FCB.

Advertising: Developing advertising program, media planning and

measuring effectiveness.

Sales Promotion- objectives, tools, major decisions, promotion vs.

advertising

Personal Selling- Process, Managing sales force

Public relations, Direct Marketing, Events, Interactive and word-of

mouth marketing, impact of technology and internet on promotion.

1

2

1

2

2

Unit 6 Branding Strategy 4

6.1

6.2

Brand, Brand Equity, Brand Equity Models- BAV, Aaker, Brand

Resonance, Kapferer brand identity prism.

Building brand equity, brand elements, branding decisions, brand

extensions, brand portfolio, co-branding.

2

2


7.1

7.2



1

1

Unit 8 Global Market Offerings 3

8.1

8.2

Competing globally- deciding to go global, deciding which markets to

enter, evaluating potential markets.

Entry strategy- how to enter, global marketing program, marketing

organization.

1

2



Unit 9 Total Marketing Effort 2

9.1 Developing an integrated marketing plan using STP, 4Ps and IMC. 2

Subject: Entrepreneurship and Project Management

Course: PGDMM Semester ±II Course Code: 205


15. Objectives :

y Understanding the concepts of entrepreneur, entrepreneurship and their

development in all forms and shapes;

y Discussion of two major components of a new enterprise development namely,

The legal issues involved while setting up an enterprise and entrepreneurial financing;

y Understanding the programs designed and formulated by Central , State governments and

other important institution in entrepreneurship development.

y 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. The process of founding a startup.

16. Core text book for Reading Entrepreneurship: New Venture Creation David H. Holt

Entrepreneurship Hisrich Peters

17. Pedagogy: Interactive Class Room Lectures, Guest Lecture, Assignments, & Test.


Unit 1 The Entrepreneurial Development Perspective 5



1.1

1.2

1.3

1.4

Concepts of Entrepreneurship Development

Evolution of the concept of Entrepreneur

Entrepreneur Vs. Intrapreneur, Entrepreneur Vs.

Entrepreneurship, Entrepreneur Vs. Manager

Attributes and Characteristics of a successful Entrepreneur

Role of Entrepreneur in Indian economy and developing

economies with reference to Self-Employment Development

Entrepreneurial Culture

Case Study on Entrepreneurial Culture

1

1

1

2

Unit 2 Legal Environment and Entrepreneurship 2

2.1

2.2

Basic Government Procedures to be complied with

Legal Issues (licensing, patents, contracts etc.)

1

1

Unit 3 Creating Entrepreneurial Venture

7

3.1

3.2

Entry strategies: New product, Franchising, Partial

Momentum, Sponsorship and Acquisition

Business Planning Process

1

1



3.3

3.4

Environmental Analysis Search and Scanning

Identifying problems and opportunities

Defining Business Idea

Case study on Opportunity identification and Venture

creation

2

1

2

Unit 4 Project Management 9

4.1

4.2

4.3

Technical, Financial, Marketing, Personnel and Management Feasibility

.

The Business Plan as an Entrepreneurial Tool

Business Plan Presentation

Estimating and Financing funds requirement Schemes offered by

various commercial banks and financial institutions like IDBI, ICICI, SIDBI,

SFCs ,PE and Venture Capital Funding

2

5

2

Unit 5 Entrepreneurship Development and Government 4

5.1 Role of Central Government and State Government in promoting

Entrepreneurship Introduction to various incentives, subsidies and

grants

2



5.2

Role of following agencies in the Entrepreneurship Development

District Industries Centers (DIC), Small Industries Service Institute (SISI),

Entrepreneurship Development, Institute of India (EDII), National

Institute of Entrepreneurship & Small Business Development (NIESBUD),National Entrepreneurship Development Board (NEDB)

2

Unit 6 Entrepreneurial Pitfall 6

6.1

6.2

6.3

Peter Druckers 4 entrepreneurial Pitfall

Causes , symptoms and consequences of a sick unit.

Measures for Business Sustainability

Sustaining Competitiveness

Maintaining Competitive Advantage

The Changing Role of the Entrepreneur : Mid Career Dilemmas

Harvesting Strategies versus Go for Growth

Case study on failed enterprise and Turn Around enterprise

1

2

3

Unit 7 Social Entrepreneurship 3



7.1

7.2

7.3

The Socio-Economic Context of Social Entrepreneurship

Defining Social Entrepreneurship

Learning from Real-Life Social Enterprises (Cases)

1

1

1

Unit 8 Rural Entrepreneurship 2

8.1

8.2

Introduction and scope of rural entrepreneurship

Learning from Real-Life Rural Enterprises (Cases)

1

1

Subject: Innovation and Sustainability

Course: PGDMM Semester ±II

Course Code: 206 Revised on: April 2011Total Hrs: 40Hrs

Objectives:

a. The course emphasizes the importance of Innovation for Organization to compete and succeed in this

century. It exposes the students to the process of innovation, creation of innovative culture,

development of Business Innovations and the new trends in Innovation.



b. To provide the students the knowledge and tools for a Green organization. It provides insights into

the Basics of Sustainability, the guidelines for implementing sustainability practices.

2. Core text books for Reading: Innovation Management by Dr.C.S.G.Krishnamacharyulu and

Dr.R.Lalitha.

The Sustainable MBA The Managers Guide to Green Business by Giselle Weybrecht.

Strategy for Sustainability: A Business Manifesto - Adam Werbach


Test.

Sr No Innovation Duration

Unit 1 Innovation Management 4

a )

b)

Innovation, Characteristics, Types, Evolution of Innovative Management.

Factors Influencing Innovation, Traits of Innovative Organisation.

2

2

Unit 2 Innovation Projects Management 4

a)

b)

Innovation and Entrepreneurship.

Research and Development, Approaches for Technology Development. The

2

2



Innovation Cycle.

Unit 3 Innovation Competencies Promotion. 5

a)

b)

c)

Importance of Managing Creative Employees.

Creativity Inducing Managers, Idea Generators.

Creative Individuals, Group Creativity, Training for Creativity.

2

1

2

Unit 4 Tools for Innovation 5

Thinking Processes, Intuition. 2

Creativity, Stages of Creativity 1

Individual Creativity Techniques, Group Creativity Techniques. 2

Unit 5 Managing Innovations 4

Product Innovation, Process Innovation, Innovation Diffusion. 2

Laws pertaining to Innovation- IPR, Patents, Trademarks, Copyrights. 2

Sustainability



Unit 6 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

3

Unit 7 Sustainabilitys Three Responsibilities

a. Environmental Responsibility

b. Social Responsibility

c. Economic Responsibility

d. Integrating Responsibilities

2

Unit 8 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

3

Unit 9 Engaging Stakeholders in Your Sustainability Program

a. Identifying stakeholders

b. Engaging stakeholders to determine their interest

c. Social license to operate

3

Unit 10 Developing Competency for Practicing Sustainability

a. Developing a sustainability body of knowledge

b. Developing sustainability skills

2



SUBJECT: SERVICES MANAGEMENT

Course: PGDM,


4. Objectives :

a. To understand the uniqueness of the services characteristics and its marketing

implications.

b. To understand the important factors in managing the service delivery process and the

implementation of services marketing.

5. Suggested Readings:a. Lovelock, Christopher, Wirtz, Jocken and Chatterjee, Jayanta; Services

Marketing-People, Technology, Strategy; Pearson Education; New Delhi.

b. Zeithaml, Valarie A. & Bitner, Mary Jo; Services Marketing ± Integrating

Customer Focus Across the Firm; Tata McGraw Hill; New Delhi.

c. Rao, K., RamaMohana; Services marketing; Pearson Education; New Delhi.

c. Recognizing sustainability attributes

Unit 11 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

3

Unit 12 Tools for Greening Offices & Buildings.

Energy, Water, Paper Conservation. Waste and Recycling.

2



d. Hoffman & Bateson; Essentials of ServiceMarketing; Thomson Asia Ptc. Ltd., New Delhi.

e. Rampal,M.K. & Gupta, S.L.; Services marketing; Galgotia Publications; NewDelhi.

f. Shanker Ravi; Services Marketing ± The Indian Perspective; Excel Books, New

Delhi.




Unit 1 Introduction to services marketing 8

1.1

1.2

1.3

1.4

Nature, characteristics, and classification of services.

Role and importance of services marketing.

Consumer behaviour in service encounters, Customer interaction,

purchase process, needs and expectations of customers.

Positioning services in competitive markets, search for competitive

advantages, Market segmentation, positioning vis-a-vis competitors.

1

1

2

4

Unit 2 Services Marketing Mix 12

2.1

2.2

Services marketing mix- 7Ps of services marketing. Service Profit Chain

(SPC).

Services Product-Identifying and classifying supplementary services,

planning and branding service-products, new service development,product service continuum, stand-alone service products, and service

products bundled with tangible products.

Pricing- Factors in services pricing, effective pricing objectives and

foundations for setting prices.

Distributing services; options for service delivery, place and time

1

2



2.3

2.4

2.5

2.6

2.7

decisions, delivery in cyberspace, and role of intermediaries.

Designing communication mix, branding and communication, personal

selling, advertising and sales promotion, role of relationship marketing.

People-key role, services marketing triangle, service encounter-moment

of truth, training and development, motivation and empowerment.

Physical Evidence-nature, importance of physical evidence. Tangibilizing

through physical evidence.

2

2

2

2

1

Unit 3 Service processes 5

3.1

3.2

3.3

Service Blueprint. Service as a process and system, different

process aspects.Strategies for managing inconsistency, service process redesign.

Balancing demand and capacity: fluctuations in demand, capacityconstrain, planning the service environment.

2

1

2

Unit 4 Managing relationship and building loyalty 10

4.1

4.2

4.3

Customer-firm relationship, analyzing and managing customer base

Customer management relationship system in services marketing

Customer feedback and service recovery; customer complaining

behaviour, principles and responses to effective service recovery. Service

quality and the gap model, measuring and improving service quality;

defining, measuring and improving service productivity.

Organizing for service leadership

2

2

2



4.4

4.5

Search for synergy in service management, creating a leading service

organization.2

2

Subject: Management Information System (MIS)

Course: PGDM Semester ±I1

Course Code: 208(A) Revised on: April 2011Total Hrs: 40 Hrs

13. Objectives :

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

approaches to MIS information as a strategic resource- use of information for competitive

advantages- MIS as an instrument for the organizational Change.

14. Core text book for Reading: MIS by W.S.Jawadekar,

MIS by Davis

MIS by James A OBrian

Reference Book: MIS by Lauden and Lauden

15. Pedagogy: Class Room Lectures, Demos, Case study, Assignments & Test.




Unit 1 Introduction To MIS 3

1.1

1.2

1.3

Management Information Systems Need, Purpose and Objectives

Contemporary Approaches to MIS Information as a strategic resource

Use of information for competitive advantage MIS as an instrument for

the organizational change

1

1

1

Unit 2 Information Management and Decision Making 4

2.1

2.2

Models of Decision Making Classical, Administrative and Herbert

Simons Models

Attributes of information and its relevance to Decision Making and Types

of information

3

1

Unit 3 Planning 4

3.1

3.2

3.3

3.4

Design and Implementation of MIS- IS Strategic Planning

MIS Design - Gross Design Concepts, Detail Design Concepts

MIS Implementation

Acquiring Information Systems: Contemporary Approaches

1

1

1

1



Unit 4 Information Technology 4

4.1

4.2

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

2

Unit 5 DBMS 3

5.1

5.2

Data Base Management System

Data warehousing and data mining.

1

2

Unit 6 Decision Support systems 3

6.1

6.2

Group Decision Support Systems Executive Information Systems

Executive Support Systems

Expert Systems and Knowledge Based Expert Systems

1

1



6.3 Artificial Intelligence.

1

Unit 7 System Analysis and Design 3

7.1

7.2

Systems Development Life Cycle

Alternative System Building Approaches:. Prototyping, Rapid

Development Tools CASE,. Tools Object Oriented Systems (Only

introduction to these tools & techniques).

2

1

Unit 8 Application of MIS 5

8.1 Applications of MIS in functional areas as well as in the service sector

should be covered with the help of minimum 5 case studies

5

Unit 9 Management Issues in MIS 5

9.1 Information Security and Control 2



9.2

9.3

Quality Assurance -Ethical and Social Dimensions

Intellectual Property Rights as related to IT Services / IT Products

2

1

Unit 10 6 6

10.1

10.2

The Emerging IT Trends

Electronic Data Interchange, Object Oriented Approach Networking

(Information System Highway), Extended Enterprise Systems ,Managing

International Information Systems

2

4

Subject: Business Environment & Analysis


Course Code: 209 B Revised on: June 2011Total Hrs: 20 Hrs

4. Objectives :

a. To understand and appreciate the concept of business environment in theory and

practice

b. To have an elementary knowledge of business environment by analyzing it

c. To understand and appreciate the concept of business environment & analysis

formulation and implementation

5. Core text book for Reading: 1. Essentials of Business Environment K. Aswathappa





Unit 1 Introduction 3.5

1.1

1.2

1.3

1.4

1.5

1.6

Nature of Business

Scope of Business

Characteristics of Contemporary Business

Business Objectives

Critics of Business

What is Environment?

0.5

0.5

1

0.5

0.5

0.5

Unit 2 From Domestic Market to Global Markets 2.5

2.1

2.2

2.3

2.4

2.5

Historical Perspective

Investment Flows

Attracting Foreign Capital

Implications for Indian Industry

Destination India

0.5

0.5

0.5

0.5

0.5

Unit 3 From FERA to FEMA 4

3.1

3.2

3.3

3.4

3.5

3.6

3.7

Objectives of the Act

Provisions of the Act

Some Reflections on the Act

Do we need FERA?

Amendments of the Act

From FERA to FEMA

FEMA, 1999

0.5

0.5

0.5

0.5

0.5

0.5

1

Unit 4 Exit Policy 3



4.1

4.2

4.3

Arguments for Exit Policy

Arguments against Exit Policy

National Renewal Fund

1

1

1

Unit 5 Business Ethics 7

5.1

5.2

5.3

5.4

5.5

5.6

5.7

5.8

Nature of Ethics

Sources of Ethics

Why is Ethics important?

Are Businessmen Ethical?

Ethical Dilemmas

Managing Ethics

Corporate Culture and Ethical Climate

Improving Ethical Decision Making

0.5

1

1

0.5

1

1

1

1

SEMESTER III



Course Code: 301A Revised on: April 2011Total Hrs: 40Hrs

Objectives:









11th & 12th

edition.


Test.`



a )

b)

c)



for control.


2

2

2


a)

b)





2

2



c)

d)

influence


1

1

Unit 3

a)

b)

c)





4

2

1

1


a)

b)

c)

d)




Case Study

1

2

1

1


a)

b)




1

2



c)

d)



3

1


a )

b)







2

2




3



3

a)

b)




.

2

1


a) Building & Measuring managerial performance through shareholder value



1



b) 1

SUBJECT: Marketing Decision Models

Course: PGDMM Sem. III

Course Code: 2011-PGDMM-301 B, Revised on: April 2011Total Hrs. 40 Hrs.

1. Objectives :a. To provide better tools for analyzing marketing decision problems.

b. To help the students understand marketing problems more clearly through useful

frameworks and by analyzing them quantitatively.

c. To provide tools to formulate long term marketing strategy with sound analytical

judgements.

2. Suggested Readings:a. MarketingModels, by Lilien, Kotler, and Moorthy, Prentice-Hall, 1992.

b. Marketing Engineering, by Lilien and Rangaswamy, 2e, 2006.



S No Topic Duration

Unit I Response Modeling 3

1.1

1.2

Introduction, decision support models, theoretical modeling.

Aggregate market response models, dynamic effects, modeling demand

at different levels.

1

2

Unit 2 Consumer Behaviour Models 4



2.1

2.2

2.3

Stages of consumer choice-5 stage model.

Stochastic models

Process oriented models of consumer choice process.

1

2

1

Unit 3 Organizational Buying Models 3

3.1

3.2

Organizational behaviour models- Sheth,Webster Wind, Choffray Lilien

models.

Bargaining Models

2

1

Unit 4 Pricing Decisions 4

4.1

4.2

Microeconomic view, developing demand and cost information for

pricing decisions.

Model extensions, setting price in practice.

2

2

Unit 5 Product Decisions 4

5.1

5.2

5.3

5.4

The theory of product strategy

Decision models for product design

Adoption process for new products

Aggregate diffusion models, repeat purchase models

1

1

1

1

Unit 6 Advertising Decisions 4

6.1

6.2

6.3

Effects, objective setting and budgeting

Message and copy decisions

Media selection and scheduling

2

1

1

Unit 7 Promotion Decision 4



7.1

7.2

Sales Promotion-Types and effects.

Promotional models.

2

2

Unit 8 Sales Force Decisions 4

8.1

8.2

Personal Selling models.

Modeling sales force problems.

2

2

Unit 9 Distribution Decisions 4

9.1

9.2

Distribution problem, distribution strategy.

Distribution location, distribution logistics.

2

2

Unit 10 Strategy Decisions 2

10.1 Marketing planning and strategy decisions 2

Unit 11 Decision Support and Implementation 4

11.1

11.2

Decision support systems, intelligent marketing systems.

Successful implementation for marketing models.

2

2



Course Code: 302 MM







accounting, finance, marketing, operations management, etc.) in a manner consistent with a generalmanagement. This course will make extensive use of the case study method using actual business

situations.

16. Objectives :

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



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


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


p. To develop critical thinking and analytical skills in the development of business solutions to



Kazmi

Reference Books:


edition


edition







inputs:



Business




1.1

1.2


management process.


Case study

1

1

2


2.1

2.2





Case study

1

1



2


3.1

3.2

3.3


strategies




Case study

1

1

1

4


4.1

4.2

4.3




Case Study

1

1

1

3


5.1

5.2

5.3







1

1

2



Case study

2


6.1

6.2

Operational control


Case study

1

1

1

Subject : Sales Management

Code: 2011-PGDMM-304 M, SEMESTER III

Revised in: April 2011

Total Hrs : 40

_______________________________________________________________________

1.Objective :

The course will provide a complete understanding of the sales and distribution management

functions. At the end of the course the students will be able to conceptualize the sales and

distribution strategy that needs to be adopted for any product category. It will also help them

understand the nuances of sales force planning and management. The course will also cover the

basics of international sales and distribution considering the fact that Indian companies are now

going global.

2.Core text book for reading:

Sales and DistributionManagement by Krishna Havaldar and Vasant Cavale

3.Pedagogy:5) Class room lectures

6) Case studies

7) Movie with learning on Sales Management

8) Internal projects

Roll-out sheet for Sales and Distribution Management

Topic Sessions

1) Introduction to Sales 2

- Definition of sales

- Need for intermediaries



- Types of sales channels

- Dynamics of sales channels

- Sales Process

2) Sales organization and sales force management 2

- Types of sales organization

- Selection of sales force

- Controlling ,motivating and leading sales force

- Sales territory management and assigning targets

3) Distribution Management 4


- Channel partners (selection and performance evaluation)

- Channel design

- Managing various channels

- Distribution models

- Linking ±sales and distribution management

- Managing alternate/non-traditional distribution channels

- Challenges of alternate distribution channels

- Distributor ROI calculation

4) Sales promotion policies 1

- Consumer promotions

- Trade schemes and incentives

- Ethics in salesmanship

5) Sales planning, forecasting and budgeting 2

- Role of marketing and sales

- Link between marketing and sales

- Basic terms in sales forecasting

- Factors influencing sales forecast

- Sales forecasting methods

- Sales budget and quotas

6) Channel conflict 1

- Meaning of channel conflict- Reasons of channel conflict

- Conflict resolution

7) Selling to organised retail channel 1

- Emergence and concept of organized retail and key accounts

- Importance, advantages and disadvantages of key accounts management



8) Channel Information system (CIS) 2

- What is CIS and definition

- Need for CIS

- Elements of CIS

- Advantages of maintaining CIS

9) Customer Profiling Matrix 1

10) Cross selling and Up-selling - Concept and Strategies 1

11) Value Added Selling- Concept 1

12) International Sales and Dist Mgt 3

- Opportunities for International trade

- Opening up of new markets

- Choosing the right market

- Entry strategies for international markets


- Pricing and payment terms

- Profile of international sales person

- Challenges in International Trade

- Market Intelligence and research

- Impact of illegal cross border trade and parallel imports

Total 21

Internal projects 8

Case studies and Caselets on various topics 7

Movie 4

Grand Total 40

Subject: Integrated Marketing Communications


Course Code: 306M Revised on: 2011Total Hrs: 40 Hrs



7. Objectives :

b. To provide an appreciation of the range of tools available for marketing

communications.

b. To provide an understanding of the basic principles of planning and

execution in Marketing Communications

c. To develop a managerial perspective and an informed decision-marking

ability for effective and efficient tackling of promotional situations.


Advertisement & Promotion-IMC perspective: - Belch & Belch

IMC by Smith & Taylor




Unit 1 IMC Concept 3

1.1

1.2

1.3

Introduction & Familiarization,

Definition of Promotion & Promotion Mix,

Tools of Promotion Mix

1

1

1

2



Unit 2 Participants of IMC 4

2.1

2.2

2.3

2.4

Factors contributing to importance of IMC

Participants in IMC management,

IMC Planning Process

Structure of Promotion Industry,

1

1

2

Unit 3 IMC Marketing Environment & Understanding the Consumer

Behavior

5

3.1

3.2

3.3

Understanding of Marketing Environment

Segmentation, Targeting and Positioning

Understanding the consumer buying behavior

1

2

2

Unit 4 IMC- communication Process 4

4.1

4.2

4.3

Understanding IMC communication Process

Understanding the Massage, Objective and budgeting for IMC

Response hierarchy models

1

1

2

Unit 5 IMC Strategies 4

5.1

5.2

Creative Strategy

Media Strategy

2

2



Unit 6 IMC Tool 9

6.1

6.2

6.3

6.4

6.5

6.6

6.7

Advertising

Sales Promotion

Public Relations & Corporate Advertising

Internet Advertising & E-commerce

Direct Marketing

Sponsorship & Point-of-purchase

Personal Selling & Sales Management

2

1

1

2

1

1

1

Unit 7 IMC International Perspective 2

Unit 8 Legal, Social & Ethical Aspects of IMC 2

8.1

Unit 9 Case Studies and Guest Session & Assignment 6

9.1

Subject: Retail Management

Course: PGDMM Semester ±III

Course Code: 307MM Revised on: April¶10Total Hrs: 45 Hrs

1. Objectives :

a. To understand and appreciate the concept of retail marketing in theory and practice

b. To evaluate the environment of retail marketing and develop an understanding finer

aspects of retailing (process)

c. To understand and apply the concepts of STP of marketing (segmentation, targeting,

positioning) in retailing



d. To have an elementary knowledge of consumer behaviour and marketing research & its

application in research


implementation in the field in retailing

2. Core text book for Reading: Retailing Management Suja Nair / G.Vedamani

3. Reference Book - : Retailing Management Levy, Weitz & Pandit;

Retailing Operations & Strategic Management Berman & Evans


Lecture, Book reviews, Documentaries on retail, Research reports & Test.


Unit 1 Introduction & Orientation - World of Retailing Management 5

1.1

1.2

1.3

Basic understanding of retailing definition, key terms and concepts, organised &unorganized retail, Evolution of organised retail.

Retailing Environment & Trends - Global

Retailing Environment & Trends - Indian

Documentary ± Wal-Mart

1

1

1

2

Unit 2 Types of Retailers/Retail Formats/Online Retailers/Rural Retail -Part 1 3

2.1

2.2

Retail Formats; Non Store retailing; Rural retailing, linking retail

formats to retail strategy ± American & European context

Laws governing organised retail ± Indian & Global

2

1

Unit 3 Retail Store Management -: 3

3.1

3.2

Store Location, Store Layout, Store Design , Site Selection, Catchment Area,

Store AdministrationVisual Merchandising

2

1

Unit 4 Changing Consumer Dynamics & Retail Segmentation 7



4.1

4.2

4.3

4.4

Segmentation- Bases & Process of Segmentation, Targeting.

Competitive frame of reference, Consumer Demographics, Psychographics,

Economic, Lifestyle, Culture

Building Sustainable Competitive Advantage in Retailing

Special report ± NCAER classification of Indian consumer market

Case study ± Segmentation, Targeting, Positioning ±FutureGroup

2

2

1

2

Unit 5 Retail Strategy (I) 6

5.1

5.2

Merchandising Strategy -Planning, Systems, Sourcing Decisions, Vendor

Relations, Assortment Vs Depth, CategoryManagement, GMROI, Gross

Margin Path(High Inventory Turnover) Vs Net Profitability ( Low Inventory

turnover with high profit margin)

Case Study ± Wal-Mart Case study

3

3

Unit 6 Retail Strategy (II) 6

6.1

6.2

6.3

Strategic Advantage through CR M, Service Quality, Retail Information

Systems Management

Managing Supply Chain Management & Logistics - Agribusiness Case study ±

McDonalds Case Study

Warehousing - Selection, Material Handling, Transportation, Wholesaling-

Types, Trends.VMS & HMS

2

2

2

Unit 7 Designing Competitive Pricing Strategies in Retailing 03

7.1

7.2

Price, adapting the price, initiating and responding to price changes

Articles ± Pricing strategies toolkit± Harvard Business Review

01

02

Unit 8 Retail Communication Mix (Part A) -

Integrated Marketing Communication Strategy

04

8.1

8.2

8.3

8.48.5

Significance of IMC, Marketing communications mix/modes, developing


Developing advertising programmed, deciding on media and measuring

effectiveness.

Sales Promotion- objectives, major decisions. Promotion vs. advertising

Personal Selling- sales force management.

Public relations, Direct Marketing, Events, Interactive and word-of mouthmarketing

1

1

1

11

Unit 9 Retail Communication Mix (Part B)Developing the Marketing Mix & Branding Strategies in Retail

04



9.1

9.2

Brand ,Branding Decisions, Brand extensions, Brand portfolio, Co-branding,

Web based branding,

Services Brand Differentiation, Pure services retailing strategies, Services

marketing mix

2

2

Unit 10 Human Resource Management ± Retailing Sector 03

10.1

10.2

Training & Development, Career Planning, Job Design, Careers in Retailing.

Special Session & Film ± Cooperative Retailing ± ³ The Cooperative´ &

Amul Video & E ± Choupal (ITC)

02

01

Semester IV



Course Code: 401 MM Revised on: April, 30, 2011Total Hrs: 40 Hrs

9. Objectives :


practice.b. To evaluate the environment of International Marketing and develop a feasible



positioning).


research.







Publication).









1.1

1.2

1.3

Basic understanding of International Marketing, definition, keyinternational marketing terms and concepts, marketing orientations,



delight.



Marketing Plan.


1

1

1

2




2.1

2.2




Case study:

1

1

2


3.1

3.2

3.3






1

1

2

2


4.1

4.2





policy.

Case study:

1

2

2

2


5.1

5.2




1

1




6.1

6.2



1

1


7.1

7.2

7.3






Case Study:

1

1

1

2


8.1

8.2

8.3

8.5




effectiveness.




2

1

1

2

2





Subject: Consumer Behaviour


Course Code: 2011-PGDMM-402 Revised on: April 2011Total Hrs: 40 Hrs

1. Objectives :

a. To understand and the various factors affecting consumer behavior.

b. To understand the importance and relevance of consumer behavior for effective

marketing strategy and a successful marketing organization

2. Core text book for Reading: Consumer Behavior: Schiff man and Kanuk

Consumer Behavior: Blackwell, Miniard and

Engel

Consumer Behaviour: Soloman

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments & Test.


Unit 1 Introduction and Overview 4

1.1

1.2

Introduction, definition, what is Consumer Behaviour, why study

consumer behaviour, how to study consumer behaviour, the underlying

principles of CB.

Market analysis to market strategy, customer loyalty and retentionstrategy, customer relationship management.

2

2

Unit 2 Consumer Decision Making Process 6



2.1

2.2

2.3

Consumer Decision Process- Model, stages, types.

Buying roles and variables that shape CDP. Determinants of buyer

behaviour and framework of buyer behaviour.

Information Gathering & Evaluation: Perceptual Mapping & Positioning

Consumer Expectations & Perceptions: Satisfaction & Value

2

2

2

Unit 3 Pre-purchase process 2

3.1 Need recognition, search and evaluation 2

Unit 4 Purchase Process 4

4.1

4.2

Fully planned, partially planned and unplanned purchase

Purchase process, components of purchase decision

2

2

Unit 5 Post Purchase Process 4

5.1

5.2

Post purchase behaviour, components. Consumption behaviour and

experience.

Post consumption evaluation, customer satisfaction, action and disposal.

Consumer delight. Cognitive Dissonance.

2

2

Unit 6 Individual (internal) determinants of CB 6

6.1

6.2

6.3

Demographics, psychographics, and personality

Perception, consumer motivation and knowledge

Beliefs, feelings, expectations, attitude. Learning and memory

2

2

2

Unit 7 Environment (external) determinants 6

7.1

7.2

Culture and sub-culture, values and norms

Social class, social stratification, family and household influences,

reference group, opinion leaders and social influences and personal

influences.

2

4

Unit 8 Influencing consumer behaviour-communications 6



8.1

8.2

8.3

Making customer contact-exposure, attention.

Shaping consumer opinion-opinion formation and change.

Helping consumers to remember-cognitive learning and retrieval.

2

2

2

Unit 9 Diffusion of innovation 2

9.1 Origin, concept, importance and applications. 2

Subject: Rural Marketing


Course Code: PGDMM 403

Revised on: Apr 2011

Total Hrs: 30 Hrs

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

1. able to understand the present level of penetration of products and services in rural markets and

their potential.

2. familiar with the changing profile of the rural consumer and his consumption pattern

3. exposed to the innovative marketing strategies and campaigns developed by Indian firms as well

as MNCs for the Rural Markets.4. comfortable in designing product, price, distribution and promotional strategies for different

classes of product targeted at Rural Consumers.

5. familiar with media vehicles used for rural advertising

Core text books for reading:

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

2. Rural Marketing - Geoff Lancaster

3. Agri-Business Marketing - Dr. S.W.Bhave

Pedagogy:Class Room Lectures, Case study, Assignments, Guest Lecture, audio-visual clips



Syllabus portion/topic Session#

Rural Marketing : Introduction; Scope; Nature , Significance 2

Rural Vs Urban Marketing ; Attractiveness of Rural Markets 2

Rural Market Environment and The Structure of IndianMarket: Indian Economy and the rural Context ;Rural urban

disparities; 3

Rural Consumer Behaviour ,Changing Profile of the Rural

Consumer 1

STP Marketing in Rural Context 2

Product Strategies for rural Markets 1

Pricing strategies for the rural market 1

Promotion strategy for the rural markets 1

Need for specialized rural marketing agencies 1

Distribution Strategies for the rural markets 2

Agricultural Inputs Marketing and Marketing of Agricultural

Produce 2

Case Study, audio-video clips and field visit 12

Subject : Business to Business Marketing


Course Code: 404 MM Revised on: April 2011Total Hrs: 40 Hrs

10. Objectives :

a. To understand and appreciate the concept of B2B marketing in theory and practice

b. To evaluate the environment of B2B marketing and develop a feasible marketing plan(process)

c. To understand and apply the STP B2B of marketing (segmentation, targeting,

positioning)

d. To have an elementary knowledge of consumer behaviour and marketing research

e. To understand and appreciate the concept of B2B marketing strategy formulation and

implementation.



Core text book for Reading: CoreText Book:

1. Industrial marketing ± By Milind T. Phadtare

References Books:

8 Business Marketing Management: B 2 B - By Michael D Hutt & Thomas W. Speh9 IndustrialMarketing-ICFAI10 IndustrialMarketing : Text & Cases- ICFAI11 IndustrialMarketing byMilind T. Daphtardar

12 IndustrialMarkering by Hill, Alexander & Cross

13 IndustrialMarketing: Analysis, Planning & Control by Reeder, Briety Reeder 14 IndustrialMarketing by Krishna K. Havaldar

11. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture,

Book reviews & Test.

S N Topic Duration


1.1

1.2

Basic understanding of B2B marketing, environment and nature of

business marketing, distinction between B to C and B To B marketing.

Industrial products, types of customers in business marketing, unique

characteristics of commercial enterprises, government sector, the

institutional market.

2

2

Unit 2 Organizational buying behavior 4

2.1

2.2

2.3

2.4

Difference between consumer & organizational buying

Organizational buying process cycle

Purchase participants & Purchase situations

In suppliers & Out Supplier. Attributes considered for Purchase Decision

Making

1

1

1

1

Unit 3 Marketing Opportunities in B2B 3

3.1 Importance of Marketing Intelligence 1



3.2

3.3

Difference between consumer & Industrial marketing research

Marketing Research Process

1

1

Unit 4 Marketing Strategy in B2B (Market segmentation & Positioning ) 3

4.1

4.2

4.3

Need for business market segmentation, basis of segmenting business

markets

Effective segmentation & target marketing

Target market strategy & positing

1

1

1

Unit 5 Managing B2B products 4

5.1

5.2

5.3

5.4

Level of a B2B product, core competencies-the root of industrial

products.

Industrial product mix strategy and decisions

Concept of industrial product life cycle, strategy for new and existing

products

New B2B product development process

1

1

1

1

Unit 6 Pricing & Negotiations 3

6.1

6.2

6.3

Process of pricing, factor influencing pricing

Pricing approaches & Price adjustment

Pricing strategies for products, price attacks, competitive bidding

1

1

1

Unit 7 B2B Channels 4

7.1

7.2

Classification of business marketing channels, participants

Channel design, pre channel appointment decision making, selection &

evaluation of dealers

2

1



7.3 Channel Conflict, channel administration, power in marketing channels 1

Unit 8 Communication for industrial markets 7

8.1

8.2

8.3

Communication objectives, tasks, policies

Developing integrated communications programme, B2B advertising,

sales promotion, sales force promotion, publicity, on line promotion.

Personal selling, Sales Process, Organizing Sales Force, Size of sales force,

Manpower, compensation & Controlling the sales personnel.

2

3

2

Unit 9 Managing services for business markets 2

9.1 Marketing of industrial services, products to solutions, marketing mix of

service firms.

2

Unit10 Customer Relationship Management 2

10.1 Business markets, relationship marketing, managing buyer seller

relationship, customer relationship management

2

Unit11 Supply Chain Management 2

11.1 Concept of SCM, Logistics, B2B Logistical Management 2

Unit12 E-commerce in business markets 2

12.1 Role of e-commerce in B2B marketing 2

SUBJECT: PRODUCT AND BRAND MANAGEMENT (405)

Course: PGDMM

Semester ± IV

Course Code: 405

Total Hrs: 40 Hrs

Revised on: April 2011



12. Objectives :

a. The Study of this subject will help the students to gather knowledge about product

management and importance of managing a product.

b. To introduce the concept of branding and brand management with special emphasis on

developing brand equity.

c. The students will also learn how maintaining a brand will increase the long range profits

of an organization.


a. Product management - Donal R. Lehmann, Russel S. Winer

b. Strategic Brand Management - Kevin Lane Keller

c. Branding Concepts & Process - Debashish Pati

d. Successful Branding - Pran K Choudhary

e. Brand Positioning Strategies for Competitive Advantage -Subrato Sen Gupta

f. Strategic Brand Management -Caperer

g. Behind Powerful Brands - Jones

h. Managing Indian Brands -S. Ramesh Kumar



15. Note: Discuss one case study per unit in the class.


Unit 1 Introduction to product management 6

7. Defining the competitive set

8. Category attractiveness analysis

9. Competitor analysis

10. Customer analysis

11. Product strategy over the life-cycle

12. New product development & strategies

1

1

1

1

1

1



Unit 2 . Brand & Brand Management 8

6. Commodities Vs Brands

7. The role of brands

8. The brand equity concept

9. Brand Equity Models Brand Asset Valuation, Aaker Model,

BRANDZ,

10. Brand Resonance. Building Brand Equity, Brand Identity and

Brand image.

1

1

1

2

3

Unit 3 Choosing brand elements to build brand equity 10

6. Designing marketing programs to building brand equity

7. Integrating marketing communication to build brand equity

8. Information processing model of communication, marketing

communication options, leveraging secondary brand knowledge

to build brand equity

9. Conceptualizing the leveraging process, country of origin

10. Co-branding, licensing, celebrity endorsement, sporting, cultural

and other events

2

2

2

2

2

Unit 4 Developing a brand equity measurement and management system 8

4. Establishing brand equity management system

5. Measuring sources of brand equity-capturing customer mindset

6. Qualitative research techniques, quantitative research

techniques, measuring outcomes of brand equity, capturing

market performance.

2

3

3

Unit 5 Designing and implementing branding strategies 8

4. Brand-product matrix, brand hierarchy, brand transfer,

introducing and meaning new products and brand extensions

5. Managing brands over time

6. Managing brands over geographic boundaries and market

segments.

3



2

3

Subject: Customer Relationship Management

Course: PGDM (Mktg.) Semester ±IV

Course Code: 406 Revised on: Apr. 2011Total Hrs: 36 Hrs

Objectives:

The objective of this course is to introduce students to the concepts and methods of

Customer Relationship Management (CR M). 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 CR M databases: data, technology and statistical techniques. Upon

completing this course, students should have a working knowledge of CR M 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 CR M database and develop your abilities

to build, modify, and implement CR M database.

4. Help you to learn what the tools and software is available for CR M 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

Core Text Book:

2. Customer relationship Management - Sheth, Parvatiyar, Shainesh

Reference Books:

4. The CRM handbook By Jill Dyche

5. CRM By Willium G Zikmund

6. CRM By Greenberg

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.


Unit 1 Changing nature of Marketing and customer services 6

1.1 Why Customer Relationship Management (CRM)? - Diminishing

customer loyalty, Reasons of diminishing customer loyalty

1

1.2 Customer Life Cycle 1

1.3 Need for Mass customization: Myth or Reality?



1.4 Characteristics of empowered customers 1

1.5 Emerging trends in marketing

1.6 Changing nature of customer service

1.7 Emergence of CRM: Introduction to the Concepts of Relationship

Marketing(RM), Customer Experience Management(CEM), Customer

Touch point Value (CTV), Customer Lifetime Value(CLV), Definition,

nature and concept of CRM

2

1.8 Case study: BPCL-Matching customer expectation 1

Unit 2 CRM overview and Basic Concepts 8

2.1 Concept of Relationship Marketing: J. N. Sheth Model, Peppers and

Rogers Model

2

2.2 Developing Relational Bonds with customer: Financial, Structural,

Customization

1

2.3 RFM Model 1

2.4 Customer Lifetime Value(CLV) calculation, Significance of CLV 2

2.5 Personalization 1

2.6 Case : TATA motors : Getting its CRM right 1

Unit 3 CRM Strategy 10

3.1 Customer Acquisition 1

3.2 Sales Force Automation(SFA) 2

3.3 Customer Interaction Management (CIM) 1

3.4 Campaign Management 1

3.5 Customer Service Management 1

3.6 Channel Optimization 1



3.7 Customer retention strategy 1

3.8 Customer Win-back strategy 1

3.9 Case study: ICICI bank Its CRM strategies 1

Unit 4 CRM Process 5

4.1 Planning for CRM: Elements in CRM planning, Preparing the CRM

business plan

1

4.2 Role of IT for CRM 1

4.3 Analytical CRM, Operational CRM, Collaborative CRM 1

4.4 Business Process Re-engineering (BPR) 1

4.5 Process Mapping and Process Blueprinting

4.6 Change Management 1

4.7 Case: AIRTEL-Managing Customer Relationships through the Sales Cycle

Unit 5 Tools for CRM 3

5.1 Decision Support System(DSS) 1

5.2 Data Mining and Data Warehousing 1

5.3 Business Intelligence 1

5.4 Assignment: Study various CRM tools available in the context of any one

company

Unit 6 CRM Implementation 2

6.1 Choosing the right implementation approach: Implementation of CRM

for what and where( SBU level, Corporate level)

1

6.2 Steps in CRM implementation

6.3 Expected benefits of CRM implementation

6.4 Case: Mahindra and Mahindra- Its CRM Initiatives 1



6.5 Case: Marriott-Focused on customers all the way

Unit 7 Guarding against CRM failures 2

7.1 Creating the right culture 1

7.2 Ensuring right CRM implementation

7.3 The 7 deadly sins in CRM

7.4 Assignment: Find a company that has failed in its CRM initiatives and

prepare the reasons for its failure with recommendations for

improvement

1

Subject: International Marketing Management

Course: PGDMM Sem. IV,

Course Code: 2011-PGDMM-407 Revised on: Jan 2010Total Hrs: 40 Hrs

1. Objectives :

a. To understand and appreciate the concept of International Marketing (I.M.). in theory

and practice

b. To evaluate the environment of International Marketing(I.M.) and develop a feasible

marketing plan (process)

c. To understand and apply the STP in International Marketing (I.M) (segmentation,

targeting, positioning)

d. To have an elementary knowledge of consumer behaviour and marketing research in

International Marketing(I.M)


implementation in International Marketing(I.M.)

2. Core text book for Reading: International Marketing Management Warren Keegan/Dipak

Jain/G.Cateora






Unit 1 Introduction and Orientation International Marketing 5

1.1

1.2

1.3

Basic understanding of international marketing (I.M), marketing

definition, key marketing terms and concepts, marketing orientations,

distinction between sales and marketing.

Concepts of customer value, CPV, CLV, creating customer value,


Strategic Planning Process, growth strategies-BCG, GE, Ansoff. Marketing

Plan

Case study: Growth strategy of an auto mobile company

1

1

1

2

Unit 2 Segmentation, Targeting & Positioning International Marketing 4

2.1

2.2

Segmentation- Bases and Process of segmentation. Targeting.

Competitive frame of reference, POD and POP, differentiation strategies

Case study: Trust toothpaste

1

1

2

Unit 3 Developing the Marketing Mix - International Marketing 6

3.1

3.2

3.3

4Ps, 7Ps, 4Cs of marketing





1

1

2

2

Unit 4 Branding Strategy- International Marketing 7



4.1

4.2

Brand, Brand Equity, Brand Equity Models- AAKER, Brand Resonance,

Brand Elements

Branding decisions, brand extensions, brand portfolio, co-branding

Book review: Al Ries and Jack Trout's 22 IMMUTABLE LAWS OF

BRANDING

Case study:

Kellogg's-Rebranding a Corporate Image

1

2

2

2

Unit 5 Pricing Strategy- International Marketing 2

5.1

5.2

Price, pricing process, setting the price.

Adapting the price, initiating and responding to price changes

1

1

Unit 6 Designing and managing services- International Marketing 2

6.1

6.2



1

1

Unit 7 Place Strategy- International Marketing 5

7.1

7.2

7.3




commerce


trends.

Case Study: Footwear India Limited

1

1

1

2

Unit 8 Integrated Marketing Communication Strategy 7







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