Bbs Curriculum

7/29/2019 Bbs Curriculum

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Paper No: 503 - ELECTIVE PAPER F-1/M-1/H-1

Paper No 504 - ELECTIVE PAPER F-2/M-2/H-2

Paper No: 505 - COMPUTER PRACTICAL

Project Management ToolMPP Microsoft Project Planning (or any other equivalent package)( The objective is to

understand the student how to manage Projects effectively using MSP Professional, how to List

and Organize Tasks, how to Create and modify calendars, resource listing and assigningresources, how to baseline project, update progress information , the impact of scope, time, and

cost changes , Effective communication of updated Project information )

Introduction to Project and Project Management, Introduction to Microsoft Project Professional

2007, Defining Tasks, Defining Resources, Resource Assignment, Base lining, Updating

Progress Information, Formatting Project Details, Views and Reports, Customization, Interfacewith Other Office Applications, Working with Multiple Projects, Sharing Resources across

Projects

MS VISIO as a tool for Activity Diagram or any other equivalent

IBM Rational Rose or any other equivalent Introduction to Class (Package) - UML 1.5 having

9 diagrams, Forward engineering, Reverse engineering, Round Trip engineering, Visual

Modelling using Object Oriented Analysis and Design, Rational Unified Process (Advance

SDLC) - Roles, Responsibilities, Work Flows, Templates, Artifacts.

Business Intelligence Tools such as Informatics or any other equivalent - Designer , Workflow

manager, Advanced features, Cognos Architecture, Framework Manager , Metadata

Modelling, Package Development , Package Import & Export , Query Studio , Report Studio-Basics, Report Studio -Advanced

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Paper No: 601 - BUSINESS POLICY AND STRATEGY

Objective:

To equip students with the necessary inside into designing strategies for an organisation and

linking the organisations strategies with the changing environment.

Course contents:

Unit INature & importance of business policy & strategy: Introduction to the strategic management

process , Strategic Management & related concepts

Characteristics of corporate, business & functional level strategic management decisions.

Unit II

Companys mission statement, Need for a mission statement, criteria for evaluating a mission

statement- Goal, Process & Input formulation of the mission statement- Druckers PerformanceArea, Benniss Core Problem

Unit III

Environmental Analysis & Diagnosis:Analysis of companys external environment

Environmental impact on organisations policy and strategy, organisations dependence on theenvironment, analysis of remote environment, analysis of specific environment- Michael E.

Porters 5 Forces model, Analysis of internal; Importance of organisations capabilities,competitive advantage and core competence, Michael E. Porters Value Chain Analysis.

Unit IV

Formulation of competitive strategies, Perspectives to competition- industry, marketing &strategic group, competitive strategies- Miles & Snow adaptive strategies, Dereks Abbels,

business definition framework, Michael E. Porters generic competitive strategies, implementing

competitive strategies- offensive & defensive moves.

Unit V

Formulating Corporate Strategies, Introduction to strategies of growth, stability and renewal,

Types of growth strategies concentrated growth, product development, integration,diversification, international expansion (multi domestic approach, franchising, licensing and jointventures), Types of renewal strategies retrenchment and turnaround.

Unit VI

Strategic analysis & choice, Strategic gap analyses, portfolio analyses BCG, GE, productmarket evolution matrix, experience curve, directional policy matrix, life cycle portfolio matrix,

grand strategy selection matrix; Behavioural considerations affecting choice of strategy.

Unit VII

Implementing & operationalising strategic choice, Impact of structure, culture & leadership,

functional strategies & their link with business level strategies.

Unit VIII

Introduction to Strategic control & evaluation, Strategic surveillance, special alert control &premise control, implementing control, introduction to operational control.

Readings:

1. J.A. Pearce & R.B. Robinson : Strategic Management formulation implementation and

control, TMH

2. Arthur A. Thompson Jr. ,A.JStrickland III : Crafting and executing strategy,TMHJohn E. Gamble and Arun K.Jain

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Supplementary Readings

1. Gerry Johnson & Kevan Scholes, Exploring corporate strategies,PHI2. Upendra Kachru , Strategic Management, Excel books

3. Arthur A. Thompson Jr. and A.J.Strickland, Strategic Management Concepts and Cases :

4. Lawrence R. Jauch William F. Glueck, Business Policy and Strategic Management (McgrawHill Series in Management)

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Paper No: 602 - LEGAL ASPECTS OF INDIAN BUSINESS

Objective:

To gain knowledge of the branches of law whish relate to business transactions, certain corporatebodies and related matters. Also, to understand the applications of these laws to practical

commercial situations.

Course contents:The Indian Contract Act 1872

Unit 1

Definition of the term "Contract"- Sec 2(h) "agreement" Sec 1(1). When an agreement willbecome a contract. Essential features of a contract (sec 10). Kinds of contract- Based on:

validity, formation & performance.

Unit II

Proposal or Offer -Definition [Sec 2)(a)] legal rules of a valid offer -offer & invitation to an

offer. Termination of offer. Acceptance - Definition [Sec 2(b)] Essential of a valid acceptance.

Mode of conveying acceptance (sec 7 & 8) Legal rule of a valid acceptance. Communication ofoffer acceptance and revocation (Sec 3, 4, 5, 6).

Unit IIIConsideration Definition [Sec 2(d)] - Essentials of a valid consideration -contribution to charity-

Exceptions to the rules no consideration no contract, Rules regarding consideration.[Sec 25,25(1), 25(2) & 25(3)]. Privity of Contract- Exceptions to the rules of privity.

Unit IV

Capacity to Contract Sec 10 & Sec 11- Laws relating to minor agreements- absolutely void.Doctrine of restitution Specific Relief Act 1963 (sec 33)- Status of Beneficial Contracts-

Contracts of Apprenticeship. Persons of unsound mind, Disqualifies persons- Sec 12.

Unit V

Free consent- Sec 14- Coercion (Sec 15)- Definition & Essential elements- Undue Influence (Sec

16) Definition- essential elements [16(1) 16(2) & 16(3)]. Fraud Sec (17)- Definition &

essential elements [17 (1), (2), (3), (4) & (5)]. Mere Silence is not fraud- When silence willamount to fraud. Misrepresentation (sec 18)- Definition & element [18(1) 18(2) & 18(3)]voidablity of the agreement -Sec 19-A and 19. The circumstances under which the right of

rescission is lost. Mistake- Definition of consent- Sec 13. Effect of mistake on a contract- Sec 20,

21 & 22. Mistake as to facts essential to the agreement (1). The Identity of the parties (2). Theidentity & nature of the subject matter (3). The nature and content of the promise. Legality of

objects or consideration- Sec 23 Heads of public policy.

Unit VI

Definition of void agreement Sec 2(g) & voidable agreement Sec 2(i). Agreement Sec 2(1).

Agreements declared to be void; Agreements of which consideration & objects are unlawful in

part (Sec 24); Agreements without consideration (Sec 25); Agreements in restraint of marriage

(Sec 26); Agreements in restraint of trade (Sec 27); Agreements in restraint of legal proceedings(Sec 28) ; Unmeaning agreement (Sec 29); Wagering agreement (sec 30); Agreement to do an

impossible act (Sec 56); Performance of contracts, Breach of contract.

Unit VII

Special Contracts -Contract of Indemnity- Definition (Sec 124) extent of liability (Sec 125).

Commencement of liability-Contract of guarantee (Sec 126) -essential features of a guarantee-

guarantee of a minors debt- extent of surety's liability- co- extension- surety's right to limit theliability- liability under continuing guarantee (Sec 129) Joint Debtors & Suretyship (Sec 132).

Discharge of surety from Liability.

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By revocation {Sec 130); By Death (Sec 131); By variance (Sec 133); Release or discharge of

principal debtors; Comparison extension of time and not to sue (Sec 135); By imposing surety'sremedy (Sec 139).

Unit VIII

Bailment- Sec 148- Definition- Bailment, Bailor & Bailee. Essential features: Delievery ofpossession- actual or constructive delievery (Sec 149); Delievery upon contract- non contractual

bailment; Conditional delievery; Grauture & Non Gratutions, Bailor, Duties of Bailee; Duty of

reasonable care. (Sec 151) ; Duty not to make unauthorized sue (154); Duty to return (Sec 160 &

165); Duty not to set up justertii (Sec 166 & 167); Duty to return increase (Sec 163).Finder of lost goods (Sec 168 & 169); Rights of Bailee: Right to compensate (Sec 164),Right to

necessary expenses or remuneration (Sec 158), Right of lien (Sec 170 & 171), Right to sue (Sec

180 & 181), Pledge -Sec 172- Pledge, Pawnee & Pawner defined essential features- Delievery ofPossession. In pursuance of a contract- rights of a pawnee , Right of retainer (Sec 173 & 174) s,

Right to extra ordinary expenses (Sec 175) , Right ofsale (Sec 176)- Pawner's right to redeem [f

(Sec 177).

Unit IX

Agency -Sec 182- Agent Principal defined- Essentials of agency-

Principal should be competent to contract, who may employ an agent (Sec 184) consideration notnecessary (Sec 185); Kinds of agent: Factor, Broker & Dealers, Creation of agency: by express

appointment. , by conduct or situation of parties. , by necessity. by subsequent ratification ofrelations of principal & agent, Duties of agent: Duty to execute mandate, Duty to follow

instructions or customs (Sec 211), Duty of reasonable case & skill (Sec 212) (h), Duty to avoidconflict of interest (Sec 215), Duty not to make secret profile (Sec 216), Duty to remit sums (Sec

218), Duty to maintain accounts. Duty not to delegate (Sec 190), Rights of agent:Right to

remunerate (Sec 219) effect of misconduct. (Sec 220), Right of retainer (Sec 217), Right of Lien(Sec 221), Right to indemnity (Sec 222 & 223), Right to compensation. (Sec 225). Sub agent

concept.

Unit X

Sale of goods act 1930: Definition and essential of Sale (Sec 4), Bilateral Contract , Money

Consideration , Sale and contract of work on material Goods, Sale and an agreement to sell (Sec

4(3) & 4(4), formalities of sale (Sec 5), the price (Sec 9), conditions & warranties Sec 12(1),12(2), 12(3), 12(4), Implied conditions:Conditions as to title (Sec 14) , Sale by description (Sec15), Sale by description as well as by sample (Sec 15), Exceptions to the principal of Caveat

emptor (Sec 16), Fitness for buying purpose 16(1), Merchantable quality (Sec 16(2) - Meaning of

merchantable Quality , Conditions implied by trade usage (Sec 16(3) , Express items (Sec 16(4),Implied warranties: Quiet Possession [Sec 14(B)] , Free from encumbrances [Sec 14(e)] ,

Condition reduced to warranty (Sec 13), Waver by the buyer, Acceptance of goods by the buyer-

definition of acceptance (Sec 42) ; Exclusion of implied terms: (Sec 62) stipulation as to time(Sec 11) , Passing of Property- Significance of passing property- property passes when intended

to share (Sec 19). Sale of specific goods (Sec 20, 21 & 22), sale on approval (Sec 24), sale of

unascertained goods (Sec 18 & 23), Remedies for breach of contract, Sellers and Buyers Remedy

in a Contract of Sale: Auction Sale (Sec 64) - Principles relating to auction sale, Hire PurchaseAct, 1872, Hire Purchase Agreement (Sec 2(c) Contents of Agreements (Sec 4).

Unit XI

Negotiable instruments act- definition, features, and kinds, Promissory note, Bill of Exchangeand cheque.

Unit XII

The Companies Act 1956:Introduction to the definition of company- the salient features, the significance of memorandum,

articles, prospectus and company meetings. Brief Introduction to role played by Directors,

Auditors and Company Secretary.

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Readings:

1. Avtar Singh , Principle of Mercantile Law, 8thed, 2007, Eastern Book Company2. Gulshan & Kapoor, Business Law, 14th Ed, Paperback

3. Maheshwari & Maheshwari, Principle of Mercantile Law, National Publishing Trust

4. Rohini Aggarwal, Mercantile & Commercial Law , 1st Ed, June 2007, Taxmann5. M.C. Kucchal, Modern Indian Company Law, 3rd Ed, 25th Review, Shree Mahavir Book

Depot.

6. M.C.Kucchal, Business Law/Mercantile Law, 6th Ed, Vikas Pub.House (P) Ltd. (M)

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Paper No: 603 - ELECTIVE PAPER F-3/M-3/H-3

Paper No 604 - ELECTIVE PAPER F-4/M-4/H-4

Paper No 605 PROJECT SUBMISSION (FUNCTIONAL SPECIALISATION)

ELECTIVES PAPERS

OPTION I: FINANCE

Paper No: 504 - (F-2) : INTERNATIONAL FINANCE

Objectives:

To acquaint students with the complexities of international banking and finance & related

concepts.

Course Contents:Unit I

International Financial Environment: Overview, Foreign Exchange Market, Introduction to

inter-bank market and retail market. Spot market and forward market. Forward discount and

premium; cross rate; Determination of inter-bank rates, determination of value dates, retailcash rates and TT rates; Ex change Rate Determination: Interest rate parity,

purchasing power parity, international Fishers effect, uncovered interest rate arbitrage, carry

trade. Central bank intervention- revaluation and devaluation of currency, Open market

operations; Purchasing power effect.

Unit II

The International Monetary System: Breton Wood system; Exchange Rate Regimes, Euro

Market, International Banking, Concept and Developmen t of Universal banking; Syndicateloan; parallel loan. Euro currency market- Euro loan, Eurodollar loan, Euro deposits, Euro

dollar deposit; International Trade Financing: Documents required for export, letter of credit

and prepayment of LOC, buyers credit, sellers credit, pre and post shipment line of credit.Drafts, open account, counter trade. Bill discounting, factoring and forfeiting.

Unit III

Financial Derivatives: Forwards and Futures, Options and related terminology, Calculating

the pay off from options and diagrammatic representation. Option,pricing(Diagrammatic)- factors that influence put and cell prices. Some motivations for

buying and selling options; Simple combinations of underlying asset & options: Option

spreads: Bull spreads with puts and calls, straddle top and bottom, strip, Futures: Valuations,

rationale for trading-hedging, arbitrage etc.(No Derivations), Introduction to Swaps, Interestrate swaps, currency swaps, cross currency swaps.

Unit IV

Currency Risk Management Foreign Exchange Risk Management: Types of Forex

Exposure-Strategies for Managing Transaction, Translation, Operating & Economic

Exposure; Political Risk-Analysis and Management; Interest Rate Exposure Management,Forward rate agreements (FRA). Interest rate caps , floors, collars.

Readings:

1. Maurice D. Levi : International Finance,2. Alan C. Shapiro : Multinational Financial Management, Wiley

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3. Apte PG: International Finance

4. Jaff Madura : International Corporate Finance, Cengage Learning

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Paper No: 603 - ( F-3) : FINANCIAL MARKETS AND SERVICES

Objective:

To provide a conceptual framework for analysis of debt instruments and familiarize students

with some aspects of Merchant Banking and Financial services.

Course Contents

Unit I

Money Market: Inter Bank call money market, Term Money; Retail & Wholesale; BSE, NSE:Instruments & Players, T Bill, dated Govt. securities, Commercial paper, certificate of deposit,

Role of RBI in regulation of money market.

Unit II

Basic Introduction to Primary & Secondary Market: Primary Market: New Issue Market, DIP

Guidelines, Eligibility conditions, Red herring prospectus, green shoe option, IPO grading, book

building, French option, dutch option, minimum subscription, pricing (band, floor), Settlement &Allotment, Escrow account, listing, Secondary Market: Stock market, trade operations &

settlement, margin requirement, types of margin, Indices NIFTY & SENSEX (meaning &

composition)

Unit III

Financial Services: Leasing & Hire Purchase: meaning, types, benefits of lease to lessor &lessee, methods of determining lease rental (stepped up, ballooned), difference between lease and

hire purchase, Factoring & forfeiting: Concept, distinction between factoring and forfeiting,benefits of factoring, impact of factoring on balance sheet, Venture capital: Main features,

venture capital process, difference between venture capital finance and conventional sources of

finance, disinvestment avenues, Housing finance: Concept, role of NHB, HFCs, differentschemes & limits of housing finance, risk associated with housing finance

Unit IV

Credit rating: process, evaluation of a company, benefits of credit rating to investors, reliance oncredit rating for investment decision, Securitization: Concept, origin, features, process, MBS,

ABS, risk associated with securitization, Merchant Banking: Introduction, evolution of merchant

banking, types of merchant bankers, activities undertaken by different types of merchantbankers, Merger & Acquisition: Concept of merger and takeovers, reasons for merger &acquisitions, Steps involved in merger and amalgamation, case study on mergers, demergers.

Insurance: types of insurance (life, non life), types of insurance policies.

Readings:

1. M Y Khan , Indian Financial System, Tata Mc Graw Hill

2. M Y Khan , Financial Services, Tata McGraw Hill3. H.R. Machiraju, Indian Financial System, Vikas Publishing House

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Paper No: 604 - (F-4): INCOME TAX AND PLANNING

Objective:

The objective of this course is to acquaint the students with the tax structure for individuals andcorporates and also its implications for planning.

Course Contents

Unit IIncome tax concepts: Previous Year, Assessment Year, Person, Assessee, Income (including

agricultural income), Gross Total Income, Total Taxable Income; Exempted Income for

individuals; Tax Evasion, Tax Avoidance, Tax Planning and Tax Management; ResidentialStatus (Individual and Company in detail) and their incidence of tax, Computation of Income

under the head Salary

Unit II

Computation of Income under the head House Property, Capital Gains

Unit III

Computation of Income under the head Profits and gains from Business or Profession, Incomefrom other sources.

Unit IVComputation of total income and tax liability of an individual; Set-off and carry-forward of

losses in case of individual and company; Deductions from gross total income as applicable to anindividual and companies; Minimum Alternative Tax

Reading

1. Singhania, V.K., Student Guide to Income Tax

2. Singhania, V.K., Direct Taxes: Law & Practice

3. Mehesh Chandra & Shukla, D.C., Income Tax Law & Practice4. Mehrotra, H.C. & Goyal, S.P., Income Tax Law & Accounts

5. Goyal, S.P., Direct Tax Planning

6. Ahuja & Gupta, Corporate Tax Planning & ManagementM

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OPTION II: MARKETING

Paper No: 503 - (M-1) CONSUMER BEHAVIOR

Objective:

The course of Consumer behaviour equips students with the basic knowledge about the issues

and dimensions of consumer behaviour and with the skill and ability to analyse consumerinformation and develop consumer behaviour oriented marketing strategies. It helps in

determining the variables that influences consumer purchase behaviour in the market place and

thus helps in designing marketing strategies and marketing mix of the products offering.

Course contents:

Unit I

Consumer Behavior: Nature, scope & application: Importance of consumer behavior in

marketing decisions, characteristics of consumer behavior, role of consumer research, consumerbehaviour- interdisciplinary approach.

Introduction to Industrial Buying BehaviorMarket Segmentation: VALS 2 segmentation profile.

Unit II

Consumer Needs & Motivation: Characteristics of motivation, arousal of motives, theories of

needs & motivation: Maslows hierarchy of needs, McLellands APA theory, Murrays list of

Psychogenic needs, Baytons classification of motives, self concept & its importance, types ofinvolvement.

Personality & Consumer Behaviour: Importance of personality, theories of personality- Freudian

theory, Jungian theory, Neo-Freudian theory, Trait theory : Theory of self images; Role of selfconsciousness.

Consumer Perception: Concept of absolute threshold limit, differential threshold limit &

subliminal perception: Perceptual Process: selection, organisation & interpretation.Learning & Consumer Involvement: Importance of learning on consumer behaviour, learningtheories: classical conditioning, instrumental conditioning, cognitive learning & involvement

theory.

Consumer Attitudes: Formation of attitudes, functions performed by attitudes, models ofattitudes: Tri-component model, multi-attribute model, attitude towards advertisement model:

attribution theory.

Unit III

Group Dynamics & consumer reference groups: Different types of reference groups, factors

affecting reference group influence, reference group influence on products & brands, application

of reference groups.

Family & Consumer Behaviour: Consumer socialisation process, consumer roles within a family,purchase influences and role played by children, family life cycle.

Social Class & Consumer behaviour: Determinants of social class, measuring & characteristics

of social class.Culture & Consumer Behaviour: Characteristics of culture, core values held by society & their

influence on consumer behaviour, introduction to sub-cultural & cross-cultural influences.

Opinion Leadership Process: Characteristics & needs of opinion leaders & opinion receivers,interpersonal flow of communication.

Unit IV

Diffusion of Innovation: Definition of innovation, product characteristics influencing diffusion,resistance to innovation, adoption process.

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Consumer Decision making process: Process- problem recognition, pre-purchase search

influences, information evaluation, purchase decision (compensatory decision rule, conjunctivedecision, rule, Lexicographic rule, affect referral, disjunctive rule), post-purchase evaluation.;

Situational Influences

; Models of Consumer Decision making: Nicosia model, Howard-Sheth model, Howard- Shethfamily decision making model, Engel, Kollat & Blackwell model, Sheth Newman gross model of

consumer values.

NOTE: Cases & application to marketing will be taught with respect to each topic.

Readings

1. Leon G.Schiffman & Leslie L.Kanuk: Consumer Behaviour, Prentice Hall Publication, 9th Ed2. Engel, Blackwell & Miniard : Consumer Behaviour, Thryden Press International

Supplementary Reading

1. Hawkins Best Coney (Aug2000). Consumer Behaviour Building Marketing

Strategy, McGraw Hill 8th International Edition.

2. Foxall, Gordon R., Goldsmith, Ronald E., Brown, Stephen. (1998) Consumer Psychology for Marketing. : Second Edition Thompson Business Press.

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Paper No: 504 - (M-2): PERSONAL SELLING & SALES FORCE MANAGEMENT

Objectives

To familiarize the students with the concepts of sales management and to equip them with the

various tools required to be a success in the various techniques essential for sales staffmanagement. To help them differentiate the nuances of personal, organizational and personal

selling.

Course Contents

Unit I

Introduction to Personal Selling; functions of a sales person, qualities of an effective SalesPerson; Personal Selling situations.

Unit II

Theories of Selling: AIDAS, Right Set of circumstances, Buying formula theory.

Unit III

The Selling Process: Preapproach acquiring product knowledge, acquiring competition and

market knowledge, Identifying and qualifying prospects sources of prospecting, conditions forqualification, Opening a sale methods of approaching, Sales presentation presentation

strategies and methods, Sales demonstration planning effective demonstration, use of salestools, Handling objection types of objections, determining hidden objections, strategies for

handling objections, Closing a sale trial close, closing techniques, Post sales follow up.

Unit IV

Introduction to sales force management: Objectives of Sales management, Role of a sales

manager; Managing Sales force Recruitment, Selection, Training, Compensation andevaluation of sales force; Sales Territory Coverages: Sales Territory Concept, Reasons for

establishing sales territories, procedures for selling up sales territories.

Readings:

1. Still, Cundiff & Govani Sales Management, 5th Edition. Prentice Hall of India

2. Charles Futrell Fundamentals of Selling.3. Ingram, Avila, Schwepker Sales Management.4. Hair, Anderson & Mehta Sales Management.

5. Anderson Professional Sales Management.

6. Professional Selling A trust based approach, Ingram, Laforge, Avita: Harcourt CollegePublications.

7. Smart Selling, Christopher Power.

8. What makes a good salesman, David Mayer and H M Greenberg.9. Management of Sales force, Stanton, Bursnick and Spiro.

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Paper No: 603 - (M-3): ADVERTISING AND BRAND MANAGEMENT

Objective:

To equip the students with the nature, purpose & complex constructions in the planning and

execution of a successful advertising program. The course will expose student to issues in brandmanagement, faced by firms operating in competitive markets.

Course Contents :

Unit I

Advertising, need & importance: Definition & growth of modern advertising, advertising & the

marketing mix, types & classification of advertisement, advertising spiral; Social & economicaspects of advertising; Marketing communication models: AIDA, hierarchy of effect, innovation

adoption model, action first model, quick decision model; Planning framework of promotional

strategy

Unit II

How advertising works: Exposure, salience, familiarity, low involvement, central route &

peripheral route & cognitive learning; Positioning strategies; Associating feelings with a brand;Developing brand personality; Creating copy strategies: Rational & emotional approaches,

selection of an endorser, creative strategy & style- brand image, execution, USP, common touch& entertainment, message design strategy, format & formulae for presentation of appeals (slice

of life, testimonials, etc.), different types of copy; Art & layout of an advertisement: Principles ofdesign, layout stages, difference in designing of television, audio & print advertisement

Unit III

Media planning & scheduling: Introduction to broadcast & non -broadcast media; Budgetingdecision rule: percentage of sales method, objective to task method, competitive parity, & all you

can afford; Key factors influencing media planning; Media decisions: media class, media

vehicle & media option; Scheduling: flighting, pulsing, & continuous

Unit IV

Management of sales promotion: Importance & need for sales promotion, planning for consumer

schemes & contests, different types of consumer schemes, planning for sales force contestsUnit V

Introduction to brands and brand management, Concept of a brand, brand evolution, branding

challenges and opportUnities, Strategic brand management process.

Unit VI

Identifying and establishing brand positioning and values; Brand building, brand positioning and

values brand repositioning.

Unit VII

Designing and implementing brand strategies; Brand extension. Brand hierarchy Kapfrer. Brand

equity, brand personality, brand image, managing brands overtime.

Integrating advertising and brand management

Note: Applied cases would be taken up in class.

Readings:

1. Aaker, Myers & Batra : Advertising Management , Prentice Hall, 5th Ed

2. David Aaker , Building strong brands

Supplementary Reading

1. Wells,Moriarity & Burnett : Advertising Principles & practices , Prentice Hall, 7th Ed

2. Kleppners Advertising Procedure : W.Ronald Lane, kane Whitehill king and J. ThomasRussell, Pearson Education, 16 ed.

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3. George E.Belch & Michael A. Balch : Advertising and Promotion, TMH

4. 4. S.H.H Kazmi and Satish K.Batra : Advertising and sales promotion, Excel books5. Understanding Brands, Cowley. D

6. Strategic Brand Management, Jean Noel Kampferer

7. Brand Leadership, David Aaker8. Advertising Wright, Winter, Ziegler

9. Advertising David Ogilvy, Trout and Ries

10. Advertising Theory & Practice Sandage, Fryburger, Ratroll

11. Strategic Brand Management, Creating and Sustaining Brand Equity Long term, SecondEdition, Kogan Page, Second Edition ,2001

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Paper No: 604 - (M-4): RETAIL MANAGEMENT

Objective:The primary objective of the course is to have students develop marketing competencies

in retailing and retail consulting. The course is designed to prepare students for positions

in the retail sector or positions in the retail divisions of consulting companies. Besideslearning more about retailing and retail consulting, the course is designed to foster the

development of the students critical and creative thinking skills.

Course Contents

Unit I: Introduction to retailing

Definition, Characteristics, Evolution of Retailing in India, Retailing in India, Emerging

Trends in Retailing, Factors Behind the change of Indian Retail Industry.

Unit II: Retail Formats

Retail Sales by ownership, On the basis of Merchandise offered, non-store Based retail

mix & Non traditional selling.

Unit III: Store Planning,Design & Layout; STORE PLANNING: Location Planning and its importance, Store

design and the retailing image mix, Effective Retail Space Management, Floor SpaceManagement.

Unit IV: Retail Marketing

Advertising & Sales Promotion, Retail Mktg. Strategies, Store Positioning, Retail

Marketing. Mix, CRM, Advertising in Retailing, Types of Retail Sales Promotion.

Unit V: Retail Merchandising

Buying function, Markups & Markdown in merchandise management, shrinkage in Retail

merchandise management.

Unit VI: Merchandise Pricing

Concept of Merchandise Pricing, Pricing Options, Pricing Strategies, Pricing Objectives,

Types of Pricing.

Unit VII: Retail Operation

Elements/Components of Retail Store Operation, Store Administration, Store Manager

Responsibilities, Inventory Management, Management of Receipts, Customer Service.,Retail Staffing Process Job Analysis, Description, Specification, Management of Retail

Outlet/Store, Store Maintenance, Store Security.

Unit VIII: Future Of Retailing

Retailing Through Internet., Career opportUnities in Retail., Road ahead in India.

Readings

1. Cullen & Newman Retailing Environment & Operans.2. Berman & Evarv Retail Management.

Supplementary Reading :

1. Bajaj, Tuli & Srivastava , Retail Management- Oxford University Publications

2. Ogden & Ogden Integrated Retail Management, Biztantra Publications

3. Gibson G Vedamani , Retail Management: Functional principles & practices, Jaico

Publishing House

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OPTION III: HUMAN RESOURCE MANAGEMENT

Paper No: 503 - (H-1) TRAINING & MANAGEMENT DEVELOPMENT

Objective:To familiarize the students with the concept and practice of training and development in

the modern organizational setting.

Course contents:

Unit I

Organization vision & plans, assessment of training needs, setting training objectives,designing training programmes, Spiral model of training.

Unit II

Tasks of the training function: Building support, overall training capacity, developing

materials, strategic planning, networking, Designing training programmes, training cycle,qualities of trainers.

Unit III

Training methods: On the job training, job instruction training, apprenticeship, coaching,

job rotation, syndicate method, knowledge based methods, lecture, conferences,

programmed learning, simulation methods, case study, vestibule training, laboratory

training, in-basket exercise, experiential methods, sensitivity training.

Unit IV

Management Development Programme Methods:-Understudy, Coaching, Action

Learning, Role Play, Management Games, Seminars, University related programmes,special projects, behavioural modelling, job rotation, case study, multiple management,

sensitivity training. Post training: Input overload, unrealistic goals, linkage failure.

Training impact on individuals and organizations: Training Evaluation-Evaluating-Programmes, Participants. Objectives and worthwhileness of training.

Unit V

Organisational Development(OD): Definition, Foundations of OD , Managing the OD

Process, Action Research and OD. OD Interventions: Overview of OD Interventions,

Team Interventions, Inter-group and Third-Party Peacemaking Interventions.

Comprehensive OD Interventions, Structural Interventions and the Applicability of OD,Training Experiences.

Unit VI

Issues in Consultant Client Relationships, System Ramifications, Power/Politics in OD.

Case Study will be inter-topic.

Readings:

1. Wendell French, Cecil Bell, Organisation Development, Behavioral Science

Interventions for Organisation Improvement ,6th Edition

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2. Donald Brown, Donald Harvey, Experiential Approach to Organisation

Development

3. Rolf Lynton & Udai Pareek Training & Development, Prentice Hall4. S.K. Bhatia, Training & Development, Deep & Deep Publishers

5. M.W. Warsen , Training for results, Addison Wesley, Massachusetts

6. Robert L.Craig, Training & Development, McGraw Hill, New York7. John Kenney, Reid A. Margret, Manpower Training & Development of

Personnel Management

Supplementary Readings:

1. Process Consultation Revisited, Building the Helping Relationship (Prentice Hall

Organisational Development Series) ,Edgar Schein

2. Organisational Change and Development ,Bob Hamlin, Jane Keep, Ken Ash3. Organisational Dynamics,Diagnosis and Intervention (Prentice Hall

Organisational Development Series) ,John Kotter

4. Organisational Development,A Process of Learning and Changing (Prentice Hall

Organisational Development Series) ,2nd Edition , W. Burke5. Managing the Developing Organisation Bernard Lievegord

6. Dynamics and Intervention Seth AllCorn7. Managing Change: Philip Sadler

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Paper No: 504 (H-2) PERFORMANCE AND COMPENSATION MANAGEMENT

SYSTEMS

Objective: To familiarize students about concepts of performance and compensationmanagement and how to use them to face the challenges of attracting, retaining and

motivating employees to high performance.

Course contents:

Unit I

Introduction- Concept, Philosophy, History from performance appraisal to performance

development. Contemporary PMS.

Unit II

4 dimensions of PMS, Performance Planning, Feedback and coaching, performance

appraisal outcome and reward. Performance Planning, Goal Sheet, Goal Alignment,

Coaching and mentoring processes. Alignment with organizational goals. PerformanceCounselling-Planning for new cycle, Strategic PMS, International Aspects of PMS.

Unit III

Incentives for production employees, Modern trends in compensation-from wage and

salary to cost to company concept, compensation surveys, managers & executives.

Incentives for other professionals: Developing effective incentive plans. Supplementary

pay benefits, insurance benefits, retirement benefits, employee services benefits &Incentive practices in industry.

Unit IV

Wages in India: Minimum wage, fair wage and living wage. Methods of state regulationof wages. wage differentials & national wage policy Regulating payment of wages, wage

boards, Pay commissions, dearness allowances, linking wages with productivity,.

Unit V

Special compensation situations: International compensation system, managing

variations, culture Strategic-Market Mindset, Expatriate Pay- skill based, Competency

Based, Team Compensation. Individual and group incentives.

Readings:

1. Milkovich & Newman , Compensation, 9th Edition

2. T.J.Bergman , Compensation Decision Making, 4th Ed3. National commission on labour, report, Labour Law Reviews Govt. of India.

4. Harvard Business review on compensation :

5. Rober E. Sibson, Compensation, 5th Ed6. Richard Henderson , Compensation management in a knowledge, 7th Ed, based world.

7. T.N.Chhabra & Savitha Rastogi Compensation management, 2007

8. Gary Dessler , Human Resource Management(2007)

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21/23

Paper No: 603 - (H-3) INDUSTRIAL RELATIONS AND LABOUR

LEGISLATION

Objective:

The course emphasizes the various issues of management of industrial relations and laws

in modern business environment in the Indian context.

Course contents:

Unit I

Concept & importance of industrial relations: Approaches of IR System model,

Pluristic approach, Webers social action approach. Trade Unions: Structure, functions

and issues in India. Strikes: Causes and Types, Trade Union Act. Employersorganisations in India: Functions of employers association, structure of employers

organizations, lockouts.

Unit II

Workers participation in management: Objectives of workers participation, modes ofparticipation & their functions, works committee, joint management council, shop

council, joint council, Grievance Procedure, Suggestion Schemes.

Unit III

Collective bargaining: Importance of collective bargaining, procedure of collective

bargaining, essentials of successful collective bargaining, problems of collectivebargaining in India, types of bargaining.

Unit IV

Discipline: Positive, negative discipline, disciplinary procedure, Absenteeism, Turnover,Dismissal and Discharge.

Unit V

Social security legislation in India. Payment of Gratuity Act, Payment of Bonus Act,Maternity Benefit, Workmens Compensation Act, Provident Fund Act, Employee State

Insurance Act.

Unit VI

Factories Act, Industrial Disputes Act, Standing orders.

Readings:

1. Dwivedi, Industrial Relations, Galgotia Publishing, 2000

2. T.N. Chhabra & Suri, Industrial Relations, Dhanpat Rai, 2000

3. PRN Sinha, Indu, Industrial Relations, Trade Unions & LaborBala Sinha, Seema Shekhar, Legislation,2006

4. Suba Rao, Human Resource Management

5. S.C. Srivastava, Industrial Relation of Labour Laws6. Analytical handbook of Labour Laws, PHD

7. Chamber of Commerce and Industry Industrial Law

8. N.D. Kapoor , Elements of Industrial Law

9. C.S.Venkatraman , Unusual Collective Agreements

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22/23

Paper No: 604 - (H-4) INTERNATIONAL HUMAN RESOURCEMANAGEMENT

Objective:To explore the concepts and technique of the essential elements of International Human Resource

Management and to enable the students to recognize its critical issues. Also to update and let the

understand the concept and to apply them in international complex business environment. The

course specifically aims to recognize, understand and appreciate HR concerns in the present

scenario.

Course Contents

Unit I

Introduction: International Human Resource Management : Managing people in aninternational context. Hofsteds Approach. Concept, Approaches, Linking HR to

international expansion strategies; Recruitment and selection of international managers,

concept, criteria for recruitment and selection, sources, advantages and disadvantages ofemploying PCNs, TCNs, HCNs; Comparative HRM: Flexibility and worklife balance.

Unit IIManaging diversity in International working: Diversity Management programme,affirmative action plans, Surbanes Oxlay Act. Sexual Harassment at workplace;

International training and management development: Emerging trends in training for

competitive advantage: Cross Cultural training.

Unit III

Factors associates with individual performance and appraisal; Criteria used for

performance. Appraisal. of international employees; Performance Mgt. for International

employees; Creating High performance work system: Fundamentals, implementation(Balance Score Card) and outcomes; International Compensation: Objectives,

components and approaches, going rate approach, Balance Sheet Approach.

Unit IVRepatriation: Process, challenges, designing a repatriation programme; Managing

expatriates and causes of expatriate failure; Cross border merger and acquisition: HR

perspective.

Unit V

International Industrial Relations; Labour Unions & International Labour Relations ; The

response of labour unions to multinationals

Readings:1. Tony Edwards and Chris Rees, International HRM-Globalisation and National System

2. and MNC Pearson Education (IInd Edition)

3. Nilanjan Sengupta and International Human Resource Management-4. 3. Mousami S. Bhattacharya, Excel Books (Ist Edition 2007)5. Peter J. Dowing and International HRM-Managing people in a

6. Denice E. Welch Multinational context (IVth edition)7. 6.K. Aswathappa and International HRM-Text and Cases

8. Sadhna Dash, Tata McGraw Hill (IInd edition)9. Chris Brewster and International HRM-University Press

10.Peter I. Dowling, Denice E. International HRM-Excel Books

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