SEMESTER – IV MBA MARKETING MANAGEMENT4.1. Strategic Management : Indian Global Context - Shiji

4.2. Brand Management - MG4.3. Rural Marketing- USP4.4. Services Marketing- USP4.5. Marketing Research - RNSEMESTER – IV MBA FINANCE4.1. Strategic Management : Indian Global Context - Shiji

4.2. Strategic Cost Management – RN4.3. Derivatives Management - RN4.4. Project Management - SS4.5. Working Capital Management - SSSEMESTER – IV MBA HUMAN RESOURCE MANAGEMENT4.1. Strategic Management : Indian Global Context - Shiji

4.2. Organizational Development - SN4.3. Human Resource Development - SN4.4. Employee Relations and Welfare Measures - AI4.5. Strategic Human Resource Management - MG

MBA-IV SEMESTER

DETAILED COURSE STRUCTURE

4.1. STRATEGIC MANAGEMENT : INDIAN AND GLOBAL CONTEXT

Objectives : Students are expected to integrate their knowledge gained in various functional areas to make business decisions, from the general manager's point of view in the global and Indian context.

Teaching and Examination: Students are expected to keep abreast of the contemporary business practices by reading the business practices by reading the business magazines and management journals. Case studies, application project Seminars and group exercises will supplement the class lectures.

Unit ICorporate Strategic Planning - Mission - Vision of the firm - Development, maintenance and the role of leader - Hierarchal levels of planning - Strategic planning process. Strategic management Practice in India. Competitive advantage of Nations and its implication on Indian Business.

Unit II : Environment Analysis & Internal Analysis of Firm:General environment scanning, competitive & environment analysis - to identify opportunities & threat - Assessing internal environment through functional approach and value chain - identifying critical success factors - to identify the strength & weakness - SWOT audit - core competence - Stockholders' expectations, Scenario-planning - industry analysis.

Unit III : Strategy FormulationGeneric strategies - Grand strategies - Strategies of leading Indian companies - The role of diversification - limits - means and forms. Strategic management for small organizations, non-profit organizations and large multi product and multiple market organizations.

Unit IV : Tools of Strategy : Planning and evaluation :Competitive cost dynamics - experience curve - BCG approach - cash flow implication -IA-BS matrix - A.D.Littles Life-cycle approach to strategic planning - Business portfolio balancing - Assessment of economic contribution of strategy - Strategic funds programming.

Unit IV : Strategy implication & Control :Various approaches to implementation of strategy - Matching organisation structure with strategy - 7S model - Strategic control process - Du Pont's control model and other Quantitative and Qualitative tools - Balanced score card - M.Porter's approach for Globalisation - Future of Strategic Management.

References :1. Pearce & Robinson, Strategic Management, All Indian Travellors N D.2. A.C.Hax and NS, Strategic Management: An Integrative Perspective, Majifu, Prentice Hall.3. Michael Porter, Competitive strategies.4. John A Pearce II and Richard B Robinson, “Strategic Management: Formulation, Implementation and Control”,

9th Edition, TMH, 20075. Michael Porter, Competitive Advantage of Nations.6. Samul C. Certo and J.Paul Peter, Strategic Management, Second Edn. Concepts & Application, McGraw Hill.7. Gregory G.Dess and Alex Miller, Strategic Management, McGraw Hill.8. Gerry Johnson & Kevan scholes, Exploring Corporate Strategy: Text & Cases, Prentice Hall India.9. Jauch.L., Rajive Gupta & William.F.Glueck, Business Policy and Strategic Management, Frank Bros&Co.,

2003.10. Fred R.David, Strategic Management Concepts & Cases, Pearson, 2003.11. R.Srinivasan, Strategic Management, II edition, Prentice Hall of India, New Delhi.

SEMESTER – IV

MBA

(FINANCE)

4.2. STRATEGIC COST MANAGEMENT

Unit I : Costing - Purpose - Utility, Elements of Cost - Cost Sheet - Problems. Designing Cost Systems for Job and Process oriented manufacturing environments. Cost Reduction and Productivity : Cost Reduction value Analysis - Productivity - Value added concepts - Learning curves - quality circles.

Unit II : Total Cost Management - Managing Process Cost - Managing Production Costs - Managing Delivery Costs - Managing Structural Cost. Target Costing - cost as a source of competitive advantage - Life cycle costing.

Unit III : Activity Based Costing - Drawbacks of conventional costing - Methodology of ABC - Merits, Demerits, suitability of ABC - Implementation of ABC. Management Control Systems - evaluating Management Control Systems - Engineered, discretionary and committed costs - responsibility centers - Evaluation of the performance of different responsibility centers - Problems.

Unit IV: Linear Programming and Regression Analysis - Implications of Linear Programming for cost accountants - Guidelines for Regression Analysis - Applications of Regression Analysis in Cost functions.

Unit V: Strategic Control systems - Quality, time and cost as competitive weapons. Decentralization and Transfer Pricing - Organization structure and decentralization - Choices about responsibility centers - Market based and cost based transfer prices - Multi national transfer pricing.

References:1. Strategic Cost Management - Vijay Govindarajan2. Management Accounting – Antony3. Management Accounting: Text, Problem and Cases – Khan and Jain, 4th Edition, TMH,

20074. Management Accounting - Batty5. Cost Accounting - Horngern

4.3. DERIVATIVES MANAGEMENT

Unit 1: Introduction Derivatives – Definition – Types – Forward Contracts – Futures Contracts – Options – Swaps – Differences between Cash and Future Markets – Types of Traders – OTC and Exchange Traded Securities – Types of Settlement – Uses and Advantages of Derivatives – Risks in Derivatives

Unit II: Futures Contract Specifications of Futures Contract - Margin Requirements – Marking to Market – Hedging using Futures – Types of Futures Contracts – Securities, Stock Index Futures, Currencies and Commodities – Delivery Options – Relationship between Future Prices, Forward Prices and Future Spot Prices.

Unit III: Options Definition – Exchange Traded Options, OTC Options – Specifications of Options – Call and put Options – American and European Options – Intrinsic Value and Time Value of Options – Option payoff options on Securities, Stock Indices, Currencies and Futures – Options pricing models – Differences between future and Option contracts.

Unit IV: Swaps Definition of SWAP – Interest Rate SWAP – Currency SWAP – Role of Financial Intermediary – Warehousing – Valuation of Interest rate SWAPs and Currency SWAPs Bonds and FRNs – Credit Risk.

Unit V: Derivatives In India Evolution of Derivatives Market in India – Regulations - Framework – Exchange Trading in Derivatives – Commodity Futures – Contract Terminology and Specifications for Stock Options and Index Options in NSE – Contract Terminology and specifications for stock futures and Index futures in NSE – Contract Terminology and Specifications for Interest Rate Derivatives.

Text Books:

1. John.C.Hull, 'Options, Futures and other Derivative Securities', Prentice Hall India Pvt., Ltd.,2. Keith Redhead, 'Financial Derivatives – An Introduction to Futures, Forwards, Options and SWAPs',– Prentice Hall India Pvt., Ltd.,3. P.Vijaya Bhaskar and B.Mahapatra, 'Derivatives simplified – An Introduction to Risk Management', Response Books, Sage Publication Pvt., Ltd4. David Dubofsky – 'Option and Financial Futures – Valuation and Uses' –McGraw Hill International Edition.

4.4. PROJECT MANAGEMENT

Unit IProject planning: capital expenditure – significance – phases – resource allocation frame work – generation and screening of project ideas

Unit IIProject Analysis – Market and Demand analysis – Technical Analysis – Financial Analysis

Unit IIIAnalysis of project risk – Social cost – benefit analysis – Project implementation – project planning and control

Unit IVNet work Techniques for project Management – PERT and CPM

Unit VProject review – performance evaluation – abandonment analysis- Behavioural issues – Evaluating the capital budgeting system

BOOKS :

1. Prassana Chandra, Projects, planning, Analysis, Selection, Fifth edition, Tata McGraw Hill

2. Choudhury, Project Management , Tata Mc Graw Hill3. Joy, Total Project Management, Macmillan

4.5. WORKING CAPITAL MANAGEMENT

UNIT IWorking capital concepts – components of current assets and current liabilities – working capital policies – factors determining working capital requirements – forecasting the working capital requirements – operating cycle time analysis

UNIT IICash management – rationale for cash – cash budgeting – methods of collecting cash – establishing minimum cash balance – cash management models – strategies for managing marketable securities – receivables management – credit terms – credit analysis – studying the impact of credit policy changes – monitoring receivables management

UNIT IIIInventory management – types of inventory – inventory cost – determining inventory levels – overview of an inventory management system – management of trade credit – cost of open account trade credit – managing other payables and accruals – cost of trade credit involving discounts.

UNIT IVControl of working capital – ratios used in control in working capital – use of fund flow analysis and cash flow analysis in working capital control

UNIT VWorking capital financing – different approaches – bills discounting – Commercial paper – inter corporate deposits – certificate of deposit – factoring

BOOKS REFERENCE:1. Working capital, lisle R Howard, Madonalds Evans Ltd, 19712. Working capital management, D.R, Metha, Englewood Cliffs N J, Prentice Hall incur, 19743. Guide to Working Capital Management, Keith V Smith, Mc Graw Hill book Co, New Delhi, 19794. Books on Financial Management.

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SEMESTER – IV

MBA (MARKETING MANAGEMENT)

4.2. BRAND MANAGEMENT

Unit – IConcept of a brand – Evolution, perspectives, anatomy, types of brand names, brand name associations, Brands Vs Products, Advantages of Brands to consumers & firms. Brand elements: Components & choosing brand elements, Branding challenges & opportunities.

Unit – IIBrand positioning – Basic concepts – alternatives – risks – Brands & consumers –Strategies for positioning the brand for competitive advantage – Points of parity – Points of difference - Buying decision perspectives on consumer behaviour, Building a strong brand – Method & implications.

Unit – IIIBrand Image, image dimensions, brand associations & image, Brand identity – perspectives, levels, and prisms. Managing Brand image – stages – functional, symbolic & experiential brands. Brand Equity – Sources of Equity. Brand Equity models, Brand audits. Brand Loyalty & cult brands.

Unit – IVLeveraging Brands – Brand extensions, extendibility, merits & demerits, Line extensions, line trap – Co-branding & Licensing Brands. Reinforcing and Revitalisation of Brands – need, methods, Brand Architecture – product, line, range, umbrella & source endorsed brands. Brand Portfolio Management.

Unit – VBrand valuation – Methods of valuation, implications for buying & selling brands.

Applications – Branding industrial products, services and Retailers – Building Brands online.Indianisation of Foreign brands & taking Indian brands global – issues & challenges.

Reference:1. Kevin Lane Keller, Strategic Brand Management, PHI/Pearson, New Delhi.2. Kapferer, Strategic Brand Management, Kogan Page, New Delhi.3. Harsh Varma, Brand Management, Excell Books, New Delhi.4. Majumdar, Product Management in India, PHI.5. Sengupta, Brand Positioning, Tata McGraw Hill.6. Rameshkumar, Managing Indian Brands, Vikas.7. Chandrasekar, Product Management, Himalaya.

4.3. RURAL MARKETING

Unit I Rural Economy-Policy interventions, reforms Diagnosis challenges to Indian Marketer.

Unit - IIRural Marketing - introduction, nature and attractiveness, rural vs urban Marketing.

Unit - III Selecting and Attracting markets - introduction Segmentation – Concept, degree,

guidelines and bases, Targeting and Positioning.

Unit - IV Product Strategy - Introduction, Classification, Significance, Scope. Product Mix,

Competitive product strategies. Pricing strategy – Introduction, Concepts, Significance, Objectives policy.

Unit - V Promotion Strategy - introduction, exploring, Target audience, Designing, Comparison

Distribution strategy -introduction, channels old, new, pragmatic, approaches covering strategy.

References :1. Krishnamacharyalu & Lalitha, Rural Marketing, Pearson Education, 2002.2. Ramkishen, New Perspectives on Rural Marketing, Jaico Books, 2002.3. Gopalaswamy, Rural Marketing, Wheeler Publishing.

4.4. SERVICES MARKETING

Unit I: Services Marketing -meaning - nature of services - Types and importance - Relationship marketing - Mission, strategy, elements of design, marketing plan market segmentation.

Unit II: Marketing mix decisions:- unique features of developing, pricing, promoting and distributing services - Positioning and differentiations strategies, quality of service industries - Achievement and maintenance, customer support service-

Unit III: Marketing of hospitality:- Perspectives of Tourism, Hotel and Travel services - Airlines, Railway, Passenger and Goods Transport - Leissure services.

Unit IV : Marketing of Financial services :- Concept - Features of Banking, Insurance, Lease, Mutual Fund, Factoring, Portfolio and financial intermediary services.

Unit V: Marketing of Non-Profit Organisations :- Services offered by charities - Educational service - miscellaneous services - Power and Telecommunication.

References :1. Services Marketing - S.M.Jha - Himalaya Publishing Company 1998, Mumbai.2. Services Marketing - Indian experiences - Ravishankar - South Asia Publication 1998,

Delhi.3. Services Marketing: Integrating Customer Focus across the Firm – Valarie A Zeitnamd

and Mary Jo Bitmer, 3rd Edition, TMH, 2003.4. Services Marketing - Text & Readings - P.K. Sinha & S.C.Sahoo - Himalaya, Mumbai.5. Essence of Services Marketing - Adrian Pyne - Prentice Hall of India, New Delhi.6. Services Marketing - Lovelock - Prentice Hall7. Services Marketing - Jeithaml - I.S.E.8. Services Marketing - Gousalves - Prentice Hall9. Services Marketing - Principles & Practice - Palmer, Prentice Hall.10. Services Marketing - Woodruffe - McMillan.11. Ravi Shankar, Services Marketing, Excel, 2000.

4.5. MARKETING RESEARCH

Unit – I Introduction and Basic Concepts of Marketing Research: Nature and Scope of Marketing Research-Limitations-marketing information system-Marketing Decision support system-Typical Applications of marketing Research-Concept research-Product Research pricing research and Advertising Research-Ethical Considerations in marketing research Emerging issues-Marketing Research in Internet Era.

Unit – IIThe Marketing Research process an overview: Information need-Defining the objectives- Research Design- Exploratory, Descriptive and casual Designing. Research Methodology, Techniques-Specialized techniques-plan for sampling-field work analysis and presentation.

Unit – IIIResearch methods and design: Sources of secondary data-Disadvantages of secondary data-Exploratory and conclusive Research- major qualitative techniques-Dept interview-Focus group-projective techniques-validity of research – Experiment and test marketing.

Unit – IVDesigning questionnaires for market Research-Types of Quessinating -purpose and sequencing of questionnaires. Based and leading questionnaires –scales of measurement

Consumer Research : Nature and importance of consumer attitudes – motivation Research and measuring consumer satisfaction.

Unit – VAnalysis and presentation of data- Data processing-Analysis and Estimation-Editing-Coding-Tahilation-Computer processing-Data-Measurement of central tendency measurement of dispersion-Univariate analysis-Testing Hypothis -Bivariate analysis-Multivariate analysis-Interpretation and Report Unsiting.

Reference Book : -

1. Marketing Research Test and Cases Rajendra Nargurdkar, The McGraw Hill Company.2. Marketing Research G.C. Beri The McGraw Companies.3. Market Research Concept and Cases Danold R. Cooper . Schinder

Marketing Research Boyd west fall and S. Trash all India Traveller Book seller.

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SEMESTER – IV

MBA (HUMAN RESOURCE MANAGEMENT)

4.2. ORGANISATION DEVELOPMENT

Unit 1

Introduction to organizational development – concept, nature, scope – Historical Perspective of OD – Operational components of OD – diagnostic, action research components.

Unit 2Action research – as a process, as an approach, process maintenance components. O D Interventions – an overview, frame work of OD interventions.

Unit 3

OD interventions – types, individual interventions, applications and scope, the process of implementation. Dyad and triad interventions, team interventions – inter group interventions.

Unit 4Comprehensive interventions – structural interventions, interpersonal interventions.

Unit 5O D – implementation and assessment, conditions for failure or success of OD efforts, Impact of OD in organizations, Consultant – client relations- issues and facts. Future of OD, SOME Indian experiences in the field of OD.

Text Books:1. Wendell L French and Cecil Bell, Jr, Organisational Development, PHI, 9th Edition, 2007.2. Thomas G Cummings and Christopher G Wory, Organisational Development and Change, 7th edition, South Western, 2001.

4.3. HUMAN RESOURCE DEVELOPMENT

UNIT I

Introduction to the field of HRD – HRD trends and challenges – HRD Mechanisms and process, HRD in societies and social sectors.

UNIT IIGood HR practices – Elements of Good HRD, HRD strategies – HRD styles and culture, HRD structure.

UNIT IIIHRD system, HRD competencies, making HRD effective – using instruments & Behavior simulation for HRD. Methodology of HRD audit – HRD scorecard – HRD audit as OD intervention.

UNIT IVHRD – OD interface, HRD implementing Strategies – HRD experiences in India – Emerging trends & perspective

UNIT VHRD & organizational Culture, learning Organization and knowledge management, leadership & change.

Text Books:1. David Meggisam, Panl Banfield, Jennifer Joy Mathews, Human Resource Development,

Crest publishing House 6th edition, 20012. T.V. Rao & K.K.Varma, Khandelwas, Abraham – Alternative approaches & Strategies of

Human Resource Development Rawat Publication, 4th edition, 2002.3 T.V. Rao HRD audit, Sage publication, 4th edition, 19994 P.C.Tripathi Human Resource Development, Sultan Chand Publication, 19th edition 2005.

4.4. EMPLOYEE RELATIONS AND WELFARE MEASURES

UNIT I

Industrial relation – concepts – Objectives and approaches – Industrial Relations – factors for good IR – causes for industrial dispute – Machinery for prevention and settlement of Industrial dispute.

UNIT IITrade Union – Trade Union movement in India, Collective bargaining – Features purpose and process. Grievance handling and redressal measures.

UNIT IIIBuilding effective IR – VRS & pink slips – Quality of work life – methods of to improve QWL – Managing absenteeism. Philosophy of Labour welfare – concept – definition, scope – aims and necessity, principles – Historical development of labour welfare.

UNIT IVLabour inspection systems – development of factory inspection – The directorate of Industrial safety and health – statutory welfare provisions and voluntary welfare measures. Industrial Hygiene – Importance – occupational health services – Hygiene education – occupational hazards – occupational diseases – Industrial hygiene department – statutory provisions – Recommendations of NCL.

UNIT VSocial Welfare of special categories of Labour – female labour – child labour- Handicapped and disabled – contract labour – Inter state Migrant workmen – causal & manual labour bonded labour – SC/ST and other backward classes

Textbooks:

1. B.D. Singh – Industrial Relations – Emerging Paradigms, Excel books, 1st edition 20042. C.B.Memoria & S.V. Gankar, Dynamics of Industrial Relations, Himalaya Publishing

House, 22nd edition, 2002.3. Prof.S.C.Srivastava, Industrial Relations & Labour Welfare, Waily Publications, 4th

edition, 2003.

4.5. STRATEGIC HUMAN RESOURCE MANAGEMENT

Unit 1

Introduction to SHRM – concepts and process. Formulating and implementation of HRM strategies. HR specialists as strategic partners, changing circumstances in the industrial environment.

Unit 2Key business issues – role of HR, role of directors. Strategies for improving organizational effectiveness – Strategies for organizational transformation.

Unit 3Transformation through leadership – transformation programme. Role of HR in organizational transformation.

Unit 4Change process – change models. Strategies for developing the employment relationship. Performance management strategy – process of performance management.

Unit 5SHRM in practice – National and International practices.

Textbooks:

1. Michael Armstrong, Strategic Human Resource Management, Koga Paye, 2nd edition, 2000.2. Srinivas. R. Kandula, Strategic Human Resource Development – PHI, 2002

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