Course Code: MBAHU 20301 Credit Units: 03

MANAGEMENT IN ACTION – SOCIAL, ECONOMIC ANDETHICAL ISSUES

Course Code: MBAGM 20401 Credit Units: 04

Course Objective:The course aims at bringing the students closer to reality by developing their understanding of the professional prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid discontinuous change in business environment. Integrative in approach, this course aims at developing not theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change and internal desire of management for stability.

Course Contents:

Module I: Introduction Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of Management Consultancy, Skills-set required for Management Consultants. Consulting and performance counseling.

Module II: The Process of Management Consulting Consulting Proposals. Identification and Definition of Problem, Fact-Finding Leading to Solution Development and Implementation, Developing Strategic and Tactical Plans and Subcontracting, Pricing of Consultancy, Acquiring and Developing Talents for Consulting.

Module III: In-house Management versus Management Outsourced Why a Sense of Skepticism and Unease Towards Management Consultants. Cost versus Value of Advice, Separating Consulting Success from Consulting, Disaster. Some Revealing Situations.

Module IV: Cross Cultural Management Systems and Processes Types of organizational culture, Strength of organizational culture, Function of organizational culture, Importance of culture to the organization, Cultural Models, Cross- Cultural Perspectives, Geert Hofstede and Cross- Cultural Issues

Module V: Economic and Social Issues in Management Adaptation to Changing Environment in General and Economic Environment in Particular, Economic Growth and Change Areas, Emerging Opportunities in Various Sectors including Social Sector, Management Practice and Cultural Issues, The global Political Situation, The Global Competitive Environment and the internal scene in India, War Game.

Module VI: Ethical Issues in ManagementRelationship among Various Stakeholders, Reasons for Conflict of Interests Among Stakeholders, Corporate Governance and Ethics. Why Unethical Decisions Leading to Conflicts are Taken, Power and Politics, Initiatives on Corporate Governance by the Governments.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: Lt. Gen. Ahluwalia J.S., Editor, 1997, Total Quality Management, Tata McGraw Hill India. Bareus S.W. &Wilkinson J.W., 1994, Management Consulting Services, McGraw Hill, 2nd Edition.

References: Cadbury, Sir Adrian, “Ethical Managers Make Their Own rules”. Harvard Business Review, 65, September

/ October 1987. Cogner, Jay A, David Finegold and Edward E Lawler III, January-February 1998, ‘appraising Boardroom

Performance. Harvard Business Review. Drucker, Peter F. Dutton 1992, “Managing the Future: The 1990s and Beyond”. Kumar Mangalam Birla Committee Report on Corporate Governance – “Legislation alone is not enough”,

“activating adult committees”. “Shareholder – friendly steps” - The Hindu, October 10, 1999. Parekh, Deepak S, August 1999, “The Real Meaning of Corporate Governance”. Indian Management.

Paine, Lynn Sharp, March – April 1994, “Managing Organizational Integrity”. Harvard Business Review. Salmon W.J. January-February 1993, “Crises Prevention’s; How to Gear up Your Board”. Harvard

Business Review, pp 68-75. Sodarn, Dr. Kailash, October 1999,“Transparency in Corporate Governance”, Indian Management Vol. 38,

No.10. Cadbury, Sir Adrian, “The Company Chairman”, Director Books, Simon Schuster International Group

1990. Crosby, Philips. 1990, Let us talk Quality, Penguin Publications. Davenport S. Kimberly & Others. 1996 Focused Quality, John Wily Sons Inc. Eccles, R.G. and Crane, D.B. 1995, Doing Deals: Investment Banks at Work, McGraw Hill International.

BUSINESS COMMUNICATION - IV

Course Code: MBABS 20401 Credit Units: 01

Course Objective: The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and offers cultural communication challenges. This course is designed to inculcate transcultural communication skills among the young Amitians.

Course Contents:

Module I: Importance of Culture in Communication Principles of effective cross cultural communicationDeveloping Communication Competence

Module II: Barriers to effective communicationSender, Receiver and Situation related barriersMeasures to overcome the barriersListening skills

Module III: Cross cultural communicationCharacteristics of cultureSocial differencesContextual differencesNonverbal differencesEthnocentrism

Note: 1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly. Text & References: Business Communication, Raman – Prakash, Oxford Business Communication for Managers: An Advanced Approach, Penrose, Thomson Understanding Human Communication,9/e, Adler R Oxford

BEHAVIOURAL SCIENCE - IV(PERSONAL AND PROFESSIONAL EXCELLENCE)

Course Code: MBABS 20402 Credit Units: 01

Course Objective:This course aims at imparting an understanding of:Build and leverage your professional reputation Maintain focus in pressure situations Make a balanced choice between professional and personal commitments

Course Contents:

Module I: Individual, Society and NationIndividual Differences and Dimensions of PersonalitySocialization ProcessRelating to the Nation: Values, Culture, ReligionSense of pride and PatriotismManaging Diversity

Module II: Components of Excellence Personal Excellence: Identifying long-term choices and goals Uncovering the talent, strength & styleAnalyzing choke points in your personal processes by analysis in area of placements, events, seminars, conference, extracurricular activities, projects etc.Developing professional power: Goal-setting, time management, handling criticism, interruptions and time wasters

Module III: Career Planning Knowing one’s Interest and AptitudeIdentifying available ResourcesSetting goals to maintain focus: Developing Positive attributes in personalitySelf-reliance and Employability skills

Module IV: Stress Management for Healthy Living Meaning and Nature of StressStages of stressCauses and Consequences of stress: Personal, Organizational and EnvironmentalPersonal Styles and strategies of coping

Module V: Professional Success Building independence & interdependenceReducing resistance to changeContinued reflection (Placements, events, seminars, conferences, projects extracurricular Activities etc.)

Module VI: End-of-Semester Appraisal Viva based on personal journalAssessment of Behavioral change as a result of trainingExit Level Rating by Self and Observer

Text & References:

J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer & Company

Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers

Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi. Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi

GERMAN - IV

Course Code: MBAGR 20401 Credit Units: 02

Course Objective: To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany.Introduction to Advanced Grammar Language and Professional Jargon

Course Contents:

Module I: Present perfect tensePresent perfect tense, usage and applicabilityUsage of this tense to indicate near pastUniversal applicability of this tense in German

Module II: Letter writingTo acquaint the students with the form of writing informal letters.

Module III: Interchanging prepositionsUsage of prepositions with both accusative and dative casesUsage of verbs fixed with prepositionsEmphasizing on the action and position factor

Module IV: Past tense Introduction to simple past tenseLearning the verb forms in past tenseMaking a list of all verbs in the past tense and the participle forms

Module V: Reading a Fairy TaleComprehension and narration RotkäppchenFroschprinzessinDie Fremdsprache

Module VI: Genitive caseGenitive case – Explain the concept of possession in genitive Mentioning the structure of weak nouns

Module VII: Genitive prepositions Discuss the genitive propositions and their usage: (während, wegen, statt, trotz)

Module VIII: Picture DescriptionFirstly recognize the persons or things in the picture and identify the situation depicted in the picture;Secondly answer questions of general meaning in context to the picture and also talk about the personal experiences which come to your mind upon seeing the picture.

Examination Scheme:

Components CT-1 CT-2 H-1 + V-1 EEIWeightage (%) 15 15 10 60

Text & References:

Wolfgang Hieber, Lernziel Deutsch Hans-Heinrich Wangler, Sprachkurs Deutsch Schulz Griesbach , Deutsche Sprachlehre für Ausländer P.L Aneja , Deutsch Interessant- 1, 2 & 3 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1,2 Braun, Nieder, Schmöe, Deutsch als Fremdsprache 1A, Grundkurs

DISSERTATION

Course Code: MBADI 20460 Credit Units: 09

Course Objective:Dissertation provides an opportunity to the students to demonstrate the ability to devise, to show the application of skills of data collection, critical analysis and concept synthesis necessary for formation of defensible conclusions. It also provides a platform to demonstrate ability to draw appropriate conclusions argued from the evidence presented and also a forum to demonstrate the skills of structuring and present a balanced informed, complete, clear and concise written argument.

Examination Scheme:

Contents & Layout of the Report 30

Conceptual Framework 10

Objectives & Methodology 15

Implications & Conclusions 15

Viva/ Presentations 30

TOTAL 100

ADVERTISING AND SALES PROMOTION

Course Code: MBAMK 20401 Credit Units: 03

Course Objective:At the outset, students will learn the Fundamentals of Advertising & its Strategies. They will learn how to use Advertising as a tool to Create Awareness, Position the Product, and make an impact in the Consumers’ Minds. Students will also learn how effectively they can do Media Planning & Media Scheduling and handle different Media.

Course Contents:

Module I: Introduction to Advertising, AdvertisingEthics, Regulations, & Social Responsibility, Advertising & Marketing Process.

Module II: Advertising Planning & StrategyThe Consumer Audience, Account Planning, How Advertising Works, Advertising Planning & Strategy

Module IIIMedia Planning, Scheduling, & Buying; Print, Broadcast & Interactive Online Media

Module IVCreativity in Advertising, Copy Writing, Design & Production

Module V: Integrated Marketing CommunicationSales Promotion, Public Relations, Retail & Business to Business Advertising, Direct Marketing

Module VIEvent Marketing, Surrogate Advertising, New Product Launches, Campaign Strategies

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: Well, Burnett, & Moriarty, Advertising Principles and Practice

References: Magazines, A&M, Brand Equity, Business World Wright, Winter, Ziegler, Advertising David Ogilvy, Trout and Ries, Advertising, Sandage, Fryburger, Ratroll , Advertising Theory & Practice

CUSTOMER RELATIONSHIP MANAGEMENT

Course Code: MBAMK 20402 Credit Units: 03

Course Objective:Customer Relationship Management (CRM) is a comprehensive Business Strategy. CRM helps Organizations organize its activities around the customers. CRM strategies are not meant for service organizations only, it transcends almost in all business categories. In the present business paradigm, customers have taken the central stage and all business houses are centering on customers. Today we are into a new paradigm of Customer-Centric Management. Basic premise of survival for any organization is to centre on Customer.

Course Contents:

Module I: Conceptual Foundation of CRMEvolution of CRM, Benefits of CRM, Schools of thought on CRM, Different Definitions of CRM

Module II: CRM: The Strategic ImperativesExplosion of CRM both in Service and in IT, Enablers for growth of CRM, Why Business Should adopt CRM. Implementing CRM.

Module III: Building Customer RelationshipRelationship Building is a Process; Zero Customer Defections. CRM Framework

Module IV: Economics of Customer Relationship ManagementMarket Share Vs. Share of Market, Lifetime Value of the Customers, Activity based Costing for CRM

Module VCustomer Loyalty, Customer Retention Strategies, & Win back & Acquisition Strategies, Measuring Customer Satisfaction & Loyalty.

Module VICRM in Service Sectors; CRM in B2C Markets & B2B Markets

Module VII: The CRM Road MapDefining a CRM Strategy, CRM Implementation Road Map, Developing Relationship Orientation, Customer-Centric Marketing & Processes, Building Organizational Capabilities through Internal Marketing, Issues in Implementing a Technology Solution for CRM.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: G Shainesh & Jagdish N Sheth , Customer Relationship Management-A Strategic Approach Zikmund, McLEOD, Gilbert, Customer Relationship Management

References: John and Natalie L. Petouhoff, 2001,Prentice Hall Gosney JW, 2001, Customer relationship Essential, Prentice Hall India Ronald S, 2001, Accelerating Customer Relationships, Swift, PHI Gureja, Gopal E, 1997, Creating Customer Value, Tata-McGraw Hill JN Sheth, Atul Parvatiyar ,G.Shainesh, 2001, Customer Relationship Management, Tata McGraw Hill Brown, Stanley A 2001, Customer Relationship Management, John Wiley& Sons Gardial,Woodruff, 2001, Latest Approaches to understanding Customer Values & Satisfaction, Infinity

Book Anderson, Kristin , 2002, Customer Relationship Management, Tata McGraw-Hill Payne, Adrian, Woburn-Butterworth-Heinemann 1996, Relationship Marketing

INDUSTRIAL MARKETING

Course Code: MBAMK 20403 Credit Units: 03

Course Objective: To understand how marketing for industrial good is different from the traditional marketing and marketing in rural India. To be aware of the success stories and failures in rural Indian Marketing.

Course Contents:

Module IEnvironment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer marketing, organizational buying behaviour process and organizational buying behaviour, commercial and institutional buying, Bidding, tendering, channel behaviour, industrial establishment. OEM and impact on pricing policies.

Module IIThe strategic perspective in industrial marketing, the GE matrix, Michael Porter’s generic options theory, economies of scale Vs economies of scope and case discussion of Schulman plastics.

Module IIIBuyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions, organizational buying environment, individual Vs group decision making and buying center influences. Assessing the market reach, fragmented markets and their implications and industrial pricing the services component.

Module IVIndustrial marketing communications, advertising, publicity, sales promotion possibilities, the role of exhibitions and domestic and international contacts, the marketing intelligence, role of MIS and DSS functions and evaluating the marketing strategies and performances.

Module VMarketing strategies, policy, sales management practices training, motivation and Examination.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: Michael D Hutt and Thomas W Speh, Industrial Marketing Management: A strategic view of business

markets.

References: Richard M. Hill, Ralph S Alexander and James C Cross, Industrial Marketing. Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity. Magazines- Advertising and Marketing, Business World, Business India.

RETAIL AND MALL MANAGEMENT

Course Code: MBAMK 20404 Credit Units: 03

Course 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.  The course can also benefit students interested in starting their own consulting firm. Students taking the course will develop a fundamental understanding of retailing and come away with a fundamental appreciation of the problems, constraints, and opportunities faced by retailers.  Simultaneously, students taking the course will develop a fundamental understanding of retail consulting.   This includes developing an understanding of the challenges and opportunities faced by professionals and companies in this sector of the consulting industry. Besides learning more about retailing and retail consulting, the course is designed to foster the development of the student’s critical and creative thinking skills. 

Course Contents:

Module IDefine Retailing, Retail Scenario (Globally and in India), Growth of Retail Business / Outlets in India. Key Drivers of Retailing in India, Evolution of Retailing through the Four Gears, Organized Retailing in India, Retail Formats and their Characteristics viz. Location, space / layout, merchandise, Customer profile etc.Formats: Super market, Specialty Store, Departmental Store, The Plaza, The Mall, The emporium, The Bazaar, Stop-Over, Single Size Denomination, Kiosk

Module II: Store Planning, Design and Layout; Store PlanningLocation Planning- High-Street Location, Destination/Free Standing Location, Shopping Centre/mall Location, Location Mapping, Location Parameters,-Site Selection; Store Design and the Retailing Image Mix: (employees, merchandise, fixtures, sound, odour, visual, type, density etc.), The Space mix: (Single goods, convenience goods, impulse purchase Merchandise), The Effective Retail Space Management: (Store Layout: the circulation path)

Module III: Store OperationsPOS (Point of Sale) / Cash Process, Customer Service and Accommodation, Retail Selling Process, Retail Floor and Shelf Management, Retail Accounting and Cash Management

Module IV: Information ManagementRetail Technology and Retail Automation, POS and Back-end Technologies, Merchandise Management Cycle, Merchandising and Buying and their effect on ROI, Marketing: Build Store Brand, Positioning for Differentiation, Retail Advertising, Sales Promotion, Direct Marketing CRM, etc.Warehousing and SCM: Vendor Management, Electronic Data Interchange, Warehouse Management, GRN, Inter-Transfer Note (ITN), Transportation, Value Chain; Visual Merchandising and Displays: Planning the Visual Merchandising Theme and Creating Displays, Arranging Props and Displays, Arranging Display Fixtures and Lighting, Setting up Stores before Opening, Working with Floor Plans and Store Requirements, Training Personnel on Sales floor to create Displays, Organizing merchandising units such as Racks and Shelving Strategic Store Planning and Project: (Store location assessment, design and layout, Construction and fit-up), Administration and Facilities, The Human Resource Factor, Some examples of Retail Stores viz. ARCUS, ANSAL PLAZA, LIFE-STYLE, SHOPPERS' STOP etc., Visit to some reputed Retail Stores/Outlets in around Delhi.

Module VDefining Shopping Mall, How Shopping Mall differs from other Retail Formats in characteristics such as Location, Space / Layout, Merchandise, Customer Profile, Niche conveniences Shopping Centre / Mall Location: Existing mall traffic, Clean environment, Designated parking area, Medium to high rental cost (Examples: DLF Mall in Delhi, Spencer Plaza in Chennai, Crossroads in Mumbai);Strengths and Weaknesses of the Mall Format; Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits, Busking Licences, Outdoor dining permits, Peaceful assembly / rally, Vehicle access permits; Characteristics of typical Neighborhood, Community, and Regional types of U.S., Planned Shopping Centers/ Malls, Entertainment as Customer Value in Malls

Module VILessons from the experience of Crossroads in India: Define the target audience clearly, Be mindful of shopping basket, Plan the lay-out smartly, Setting the lease rental appropriately, Sensitive mall management, Cater to the

internal customer, Quasi- Mall - Is this the right format for India?, Stories of some great malls world-wide viz. DDF, Wal-Mart, etc., Visit to DLF Mall and City Center.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: Berman & Evans, Retail Management, PHI

References: R Vedamani & Gibbson, Retail Management, Jaico publications Patrick M & Robert, Retailing, Thompson press, James & Ron Hasty, Retail, Tata Mc-Graw Thomson , Malcom , Retail Marketing. Images Retail magazine

SALES MANAGEMENTCourse Code: MBAMK 20405 Credit Units: 03

Course Objective: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 staff management. To help them differentiate the nuances of personal, organizational and retail selling.

Course Contents:

Module IIntroduction to Sales Management, Historical Review, Professionalism in sales, Contribution of selling to social development, different types of sales jobs. Discussion of sales careers and qualifications and skills required for success.

Module IIRole of the Sales Manager, Measuring effectiveness and success of the manager. Recruitment, selection and training. Motivation and retention of sales staff. Sales force compensation, tools for sales supervision and control, Examination and appraisal of sales staff. Understanding and mastery of two way communications. Communication and its role in professional selling Role plays.

Module IIITools and techniques of sales forecasting, sales territorialization, sales quotas, budgeting and costing, monitoring sales expenses, Sales promotion Strategies, Types and techniques of sales promotion

Module IVAdaptive selling, sales presentation, approaching the customer and gaining the commitment of the customer. Role play.

Module VThe sales process- planning prospecting, planning the initial sales call, approaching the prospect and initiation of discussing, negotiation and closing Case study and role play. Developing and expanding the customer relationship through CRM and use of technology (database marketing), encouraging critical encounters.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: Stanton, Bursnick and Spiro. Management of Sales force

References: E Cundiff and N Govini, Sales Management- 5th Edition. Prentice Hall of India Ingram, Laforge, Avita, Professional Selling A trust based approach, Harcourt College Publications. Christopher Power, Smart Selling. David Mayer and H M Greenberg, What makes a good salesman.

SERVICE OPERATIONS MANAGEMENT

Course Code: MBAOM 20404 Credit Units: 03

Course Objective:The objective of the course is to understand the growing significance and impact of services on the growth and economy and the scientific ways to run the operations so as to optimize the business and brand returns.

Course Contents:

Module I: Service as StrategyConcepts and understanding, Brand significance and impact on businesses Nature of services and service products, customer centric operations and building services for competitive advantage.

Module II: Building and Development of Service SystemsStandard and branded services, Technology impact, Design and development of service products and delivery systems. Human Resource in Services

Module III: Operating Service Systems Managing Demand and supply of services, Speed and quality of services, Total Quality Systems, Tools and techniques for total quality and continuous improvements, Management and controls, Productivity and performance measurements

Module IV: Service Business Model Service Business model understanding and significance. Service Value chain Outsourcing and its management, Service business and delivery network, connectivity and brand value creation through outsourced network

Module V: Building Customer LoyaltyUnderstanding and significance of customer loyalty. Creating loyal customers through services , Loyalty tracking, Customizing services, segmenting services, taking services to the doorsteps of customers.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

Text: Gengiz Hakserver, Barry Rendes, RobertRussel & Robert Murdich , Service Management & Operations

References: Rust, Zahorik & Keiningham, Service Marketing Kenneth E. Clow & David L. Kurtz, Service Marketing

WORLD CLASS MANUFACTURING AND TECHNOLOGY

Course Code: MBAOM 20405 Credit Units: 03

Course Objective: The objective is to familiarize the students with WCM practices and their importance to enhance competitiveness in international markets. The aim is to develop understanding about the practical aspects of selection of process technology, management of technological resources and to make the students familiar with the changes required in the operational technology with rapidly changing environment.

Course Contents:

Module I: WCM Introduction and ModelsThe evolution of WCM; First principles of WCM; Hall’s framework of Value added Engineering; Schonbergers’ framework of WCM; Gunn’s model of WCM; Maskells’ model of WCM Module II: Practices and Systems for WCMInformation Management Tools: Kanban; Bar Code; Materials Processing Tools: Flexible Manufacturing Systems; Lean Production, Poka Yoke; Rapid Prototyping; Customer Interface; Supplier Interface; Quality in WCM – Deming’s Approach; Shingo’s Approach; Knowledge Management

Module III: WCM in PracticeReal corporate world examples & exposure of WCM practices

Module IV: Product & Technology ManagementMarket research, brand strategy and market entry, new product development and market support, Managing product development teams, Management of research & development, Strategic alliances and intellectual property; Competition and Technology, Concurrent Engineering, Dimensions of technology; Technology Strategy, Back office v/s Front office technology, Technology for manufacturing units, types of technology; Degree of Automation, Process of adoption & integration of technology; degree of integration; Feedback systems, control systems, Reliability, Technology comparison, tools of technology control, Replacement of obsolete technology.

Examination Scheme:

Components P-1 C-1 CT-1 EEWeightage (%) 10 10 20 60

Text & References:

No specific Text and References are given but various articles and Books like Toyota Production Systems, The Goal, Nuts, will be used as references.