Syllabus Booklet-PGDMM [2010-2012]

8/7/2019 Syllabus Booklet-PGDMM [2010-2012]

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Indira School of Business Studies

Syllabi

Postgraduate Diploma in Management - Marketing

2010-2012

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


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Introduction

The name of the course is Post Graduate Diploma in Management-Marketing

Objectives

The basic objectives of the PGDM-M courses 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. Itcomprises 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 is 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-sem examination etc.


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Syllabus Layout

Post Graduate Diploma in Management Marketing (PGDM-Mktg)

Academic Year 2010-2012

FIRST SEMESTER SECOND SEMESTERM101 PPM & Organizational Behavior

M102 Management AccountingM103 Managerial EconomicsM104 Statistics and Quantitative TechniquesM105 Legal Aspects of BusinessM106 Marketing Management

M107 Computer FundamentalsM108 Human Resource ManagementM109 Business Communication

M201 Financial ManagementM202 Production and Operations ManagementM203 Management Information SystemM204 Sales & Distribution ManagementM205 Market ResearchM206 Marketing of Services

M207 Innovation and EntrepreneurshipM208 Business Sustainability

M209 Consumer BehaviorTHIRD SEMESTER FOURTH SEMESTERM301 Management Control System

M302 Business Policy & Strategic ManagementM303 Summer Internship ProjectM304 Business to Business MarketingM305 Integrated Marketing CommunicationM306 Retail ManagementM307 Product & Brand ManagementM308 Logistics & Supply Chain Management

M401 International Business Mgmt

M402 Project Management

M403 Strategic Marketing

M404 International MarketingM405 Rural MarketingM406 Customer Relationship ManagementM407 Cases in Marketing


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P R E F A C E

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 withspecial emphasis towards the human side of enterprise.

The programme (PGDM-Mktg) is approved by All India Council for technical Education.

Director

Indira School of Business studies


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M101 - PRINCIPLES AND PRACTICES OF MANAGEMENT

(Half Credit course along with Organization Behavior )

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 technicalelement 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.

Topics:

1. Basic concepts of managementa. Definition Need and Scope

b. Different schools of management thought Behavioral, Scientific, Systems, and

Contingency2. Contribution of Management Thinkers

a. Hawthornes exp, F.W Taylor, Henry Fayol, Elton Mayo3. Management Skills, Roles, Functions

a. The management system, Managerial skills, Managerial roles4. Social Responsibility & Management Ethics

a. Ethics & Business

b. Meaning of social responsibility5. Planning

a. Definition, Nature & Importance of planning, Advantages &disadvantagesb. Types of plans

c. Planning Procedured. MBO

6. Decision-Making

a. Types of decisionsb. Decision making process

c. Individual & group decision making

d. Problems in decision making7. Organizing

a. Definition, Nature & importance of organizing

b. Principles of organization structure

c.

Organizational Structuresd. Delegation and Departmentalization

e. Authority & Responsibility, Span of control8. Staffing

a. Definitions- Concept, Nature, Importance

b. Human Resource Planning

9. Leading & Directinga. Concept, Nature, Importance

b. Leadership theories - Managerial grid


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c. Different styles of leadership

d. Leadership vs. Management.e. Motivation

10.Controllinga. Concept, Nature, Importance

b. Process of controlling

c. Scope of Controllingd. Control Techniques

11.Latest trends in managementa. Changing environment and its effects on Management

b. Concept of Knowledge worker.

Core Text Books:

1. Essential of Management: Koontz & Wehrich

2. Management: Principles & Application Ricky Griffin

Reference Books:

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

2. Management Concepts & Cases :- Andrew Durbin

3. Principles of Management :- Richard Daft4. Personnel Management :- C. B. Mamoria

M101 - ORANISATIONAL BEHAVIOUR

(Half credit course along with PPM)

Your work life will involve working with, in, or for organizations, and, very likely at some point, creating

your own business enterprise and/or a service organization to help your community. The purpose of thiscourse is to help you understand how people and organizations function, based on the latest social science

research on work, workers, and organizations.

Objectives:

y To help you learn how to effectively manage your relationships with coworkers, managers,

subordinates clients and customers to begin acquainting you with the ever-growing body of

evidence that will be available to you throughout your career regarding effective organizations

and management practice.

y So that you can ultimately become a literate, well-informed professional, able to make decisions

that reflect best available evidence regarding effective practice.

HIGHLIGHTS OF THECOURSE

y Organizational behavior: defining the field

y Historical perspective

y Methodological foundations of organizational behavior

y Personality development and attitudes


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y The cognitive basis of individual behavior

y Motivation: Theory and selected research

y Introduction to small group behavior

y Leadership behavior and effectiveness

y Inter-group analysis: Co-ordination and conflict

y The organization and the individual

y Environments, organizations and behavior

y Power relations in organizations

y Performance evaluation and organizational effectiveness

y Planned change and organizational development

Topics:

1. INTRO & SCOPE

a. Concept and Natureb. Characteristicsc. Conceptual Foundations and Importance

d. Models of Organizational Behaviore. Contemporary OB

2. ORGANIZATIONAL DESIGN

a. Organizational Structureb. Organizational Culture

c. Organization Change

d. Organizational Developmente. Innovation and Creativity in Organizations

3. PERCEPTION AND ATTRIBUTION

a. Concept and Natureb. Process, Importancec. Management and Behavioral Applications of Perception

4. ATTITUDE

a. Concept

b. Process and Importancec. Attitude Measurementd. Attitudes and Workforce Diversity

5. PERSONALITY

a. Concept and Natureb. Types and Theories of Personalityc. Shaping Personality

d. Attitude

e. Job Satisfaction

6. LEARNINGa. Concept and Theories of Learning

b. Learning Process


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7. LEADERSHIP

a. Conceptb. Function

c. Style and Theories of Leadership-Trait, Behavioral and Situational Theories.

8. DECISION MAKING

a. Nature and types of Decision Makingb. Models of Decision Making

9. MOTIVATION

a. Concept and importance

b. Theories of Motivationc. Process of Motivation

d. Techniques of Motivation

10. GROUP AND TEAM DYNAMICSa. Nature and type of Groups

b. Pitfalls of Group

c. Group Developmentd. Group Functions

e. Team: Nature

f. Effective Teamworkg. Group vs. Team

11. ORGANISATIONAL POWER AND POLITICSa. Concept

b. Sources of Power

c. Distinction between Powersd. Authority and Influence

e. Approaches to Powerf. Political Implications of Power: Dysfunctional Uses of Power

g. Emotional Intelligence in Contemporary Business Organization

12. ORGANISATIONALCHANGE MANAGEMENTa. Concept and Nature

b. Forces responsible for Change

c. Resistance to changed. Managing resistance to changee. Implementing Change

13. CONFLICTa. Concept

b. Sourcesc. Typesd. Functionality and Dysfunctionality of Conflict

e. Classification of Conflict: Intra, Individual, Interpersonal, Intergroup and Organizational

f. Resolution of Conflictg. Meaning and Types of Grievanceh. Process of Grievance Handling


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14. STRESSa. Understanding Stress and Its Consequences

b. Causes of Stressc. Managing Stress

BEHAVIORAL NORMS:

Individual Participation: You are expected to come prepared to ask questions that add to yourunderstanding of the course materials as well as that of your fellow students. You will be asked tocomplete some assignments that are not graded. If they are completed, you will be one step

further along on your personal journey toward enlightenment. What an incentive system!

Readings: You are expected to read all assigned readings and while doing so, you shouldcontinually ask yourself the following two questions:

o Do I understand the theory and/or principles of this material?o So what? What are its implications? How would I apply this as a manager?

You are asked to actively participate by raising these questions as well as others during our classtime.

All assigned readings should be completed prior to the class for which they are specified.

Readings will be briefly reviewed to check for understanding at the beginning of each class. Beprepared to answer questions regarding the readings and more importantly to ask them.

Core Text Books:

1. Stephen P. Robbins, Essentials of Organizational Behavior, 8th edition. (Pearson/PrenticeHall 2005)

2. Organizational Behavior by Fred Luthans

Reference Books:

1. Organizational Behavior Human Behavior at work by John W Newstrom and Keith Davis

2. Newstrom John W. - Organizational Behaviour: Human Behavour at Work (Tata Mc GrawHill, 12th Edition)

3. Luthans Fred - Organizational Behaviour (Tata Mc Graw Hill)4. Mc Shane L. Steven, Glinow Mary Ann Von & Sharma5. Radha R. - Organizational Behaviour (Tata Mc Graw Hill, 3rd Edition).

M102 - MANAGERIAL ACCOUNTING

Objectives:

The globalization process has changed the focus of business & industry all over the world. Customerssatisfaction is a driving force of all economic activities. This is possible only when an enterprise can

provide goods or services to the customers, of the best quality at the least price. There fore the CostManagement has now become the primary function. This Fundamental level course aims at developing anunderstanding of Financial & Cost Accounting techniques that could be utilized for decision making &

Control.

In the interest of clarity and cogency we shall follow one text book: All students are expected to diligentlyread it and develop the habit of using the library. From this habit will grow the need to consult other


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2. Cost Accounting (Sec. II) Jawahar Lal

M103 - MANAGERIALECONOMICS

Objectives:

The basic objective of this course is to understand the micro economic dimensions which are a must for

making good management decisions. With the advent of the LPG era, it has become imperative forcompanies not only to become customer oriented and understand market properly but also to becomeconscious of its own costs. This course is aimed at helping the student understand the multitude of

microeconomic dimensions associated with management decision making

Topics:

1. Introduction to Managerial Economicsa. Definition of ME

b. Scope of ME

c. Nature of ME2. Theory of Demand & Analysis of Demand

a. Law of Demand

b. Demand Functionc. Elasticity of Demand

d. Types of Demand

e. Demand Forecasting & Its Techniques3. Cost Concepts

a. Money Cost

b.

Real Costc. Opportunity Costd. Fixed Coste. Variable Cost

f. Total Cost

g. Average Fixed Costh. Average Variable Cost

i. Marginal Cost4. Theory of Production

a. Production Function

b. The Law of Variable Proportions

c. Returns to Scale

d.

Internal & External Economicse. Internal & External Dis- Economics

5. Pricing Policies/Methods

a. Cost-Plus Pricingb. Pioneer Pricing

c. Going Rate Pricingd. Customary Pricinge. Price Leadership

f. Non-Price Competition


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6. Theory of Markets-Pricing & Output Decisions

a. Perfect Competitionb. Monopoly

c. Monopolistic Competitiond. Oligopoly

7. Theories of Profit

a. Risk Theory of Profitb. Uncertainty Theory of Profitc. Innovation Theory of Profit

8. Economic Reforms

Core Text Book:

1. Managerial Economics- D.M. Mithani

Reference Books:

1. Managerial Economics - H.L. Ahuja

2. Managerial Economics- Varshney & Maheshwari3. Managerial Economics - Keat & Young

4. Managerial Economics - Petersen, Lewis & Jain.

5. Managerial Economics P.L MEHTA6. Managerial Economics- G.S GUPTA

M104 - STATISTICAL AND QUANTITATIVETECHNIQUES

Objective:

In the world of industry and business executive decisions are usually taken under conditions of

uncertainty. Understanding of and application of statistics helps us to reduce this level of uncertaintymaking the process of decision making more objective. The purpose of this foundation course is to

acclimatize students with statistical thinking to enhance understanding of how life works, allows controlover some societal issues, and help individuals make informed decisions when they graduate from ISBS.In the interest of clarity and cogency we shall follow only standard text books listed as Core Text Book.

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. From this habit will grow the need to

consult numerous other books on the subject. The roll out sheet accompanying this Syllabus will explain

how the course shall progress step by step.

Topics:

1.

Arranging data to convey meaninga. Tables, Graphs and Frequency Distribution

2. Measures of Central Tendencya. Arithmetic Mean, Median, Mode. Measures of Dispersion Range, Quartile

b. Mean Deviation, Standard Deviation, Coefficient of Variation.

3. Correlation

a. Karl Pearson coefficient & Rank correlationb. Partial & Multiple correlation. Simple and Multiple Regression (Linear) Equation and

prediction


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b. Contracts of Guarantee Meaning, Nature and Features Types of Guarantee

Provisions relating to various types of Guaranteec. Surety and Co-Surety Rights and Liabilities Discharge of Surety from his liability.

d. Agency - Agent and Principal Creation of Agency Ratification of Agency Classification of Agents Relationship between Principal, Agent, and Sub-agent

Agents Authority Revocation and Renunciation Rights, Duties and Liabilities of

Agent and Principal3. Sales of Goods Act, 1930

a. Contract fro Sale of Goods Meaning Sale of Goods and Agreement to sell Essentials of a contract of sale Formalities of a contract of sale and hire agreement.

b. Provisions relating to conditions and Warranties.

c. Provisions relating to transfer of property or ownership.d. Provisions relating to performance of contract of slae-Right of Unpaid seller

e. Remedial measures.f. Provisions relating to Auction Sale.

4. The Negotiable Instrument Act, 1881a. Negotiable Instruments Meaning, Characteristics, Types, Parties Holder and holder in

due course.

b. Negotiation and Types of Endorsements.c. Dishonor of Negotiable Instrument Noting and Protest.

5. The Companies Act, 1956

a. Company Definition, Meaning, Features and Types of Companies.b. Incorporation of Company Memorandum of Association, Articles of Association and

Prospectus.c. Share Capital Shareholder-Directors Company Meetings.

6. The Consumer Protection Act, 1986a. Definition of Consumer, Person, Goods, Service, Trader, Manufacture Meaning of

consumer Dispute, Complaint unfair trade practices, Restrictive Trade Practices.

b. Consumer Protection Councils and Consumer Disputes Redresser Agencies.7. The Information Technology Act, 2000

a. Digital Signatureb. Electronic Governance.

c. Electronic Records.d. Certifying Authorities.

8. Intellectual Property Rights

a. Introduction and Brief overview on Patents, Copyrights & Trademark

Core Text Book:

1. Business Laws & Company Law S S Gulshan, G K Kapoor

Reference Books:

2. Business Laws - N.D.Kapoor

3. Business Laws - Gulshan Kapoor

4. Legal Aspects of Business - S. D Geet

5. Business Laws - M.D.Mulla

6. Company Law - Avtar Singh

7. Business Regulatory Framework SN Maheshwari


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M106 - MARKETING MANAGEMENT

Objectives:

y To understand and appreciate the concept of marketing in theory and practice

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

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

y To have an elementary knowledge of consumer behaviour and marketing research

y To understand and appreciate the concept of marketing strategy formulation and implementation

Topics:

1. Introduction & Orientation (Revising BOM)a. Marketing Definition, Company orientations towards the market place

2.

STP Marketinga. Segmentation , Targeting and positioning

3. Developing the Marketing Mix: Marketing Mix

a. 4 Ps of marketing

b. 7 Ps of services marketingc. 4 Cs of marketing.

4. Product and Branding strategy

a. Product characteristics and classifications, Differentiation, Product and brad

relationships- Product Hierarchy, Product mix, ,PLC, New Product development,b. Brand, Branding decisions, Brand extensions , Co branding and ingredient brandingc. New-Product Development and Product Life-Cycle Strategies

5. Pricing Considerations, Approaches & Strategies

a.

Price, Pricing process, Pricing methods, Adapting the price, Initiating and responding toPrice changes

6. Designing and managing servicesa. Services, Characteristics of services and their marketing implications

b. Services marketing mix

7. Marketing Channels and Supply Management

a. Distribution strategy , Role of marketing channelsb. Intermediaries, Channel functions and flows, levels of channel, Channel design , channel

management, VMS, Channel conflict, E commence and channel decisions, Retailing

and whole selling types , functions8. Integrated Marketing Communication Strategy

a. Marketing communication - Role Communication mix, Setting communications mix,

Measuring communication resultsb. Advertising, Sales Promotion, and Public Relations, Developing and managingadvertising programme ,Deciding on media and measuring adv effectiveness, Sales

Promotion - objectives , major decisions

c. Promotion Vs advertising ,Personal Selling and Direct Marketing- Direct marketingbenefits and types, Sales force management - Designing and managing sales force

9. Business Buyer Behaviora. B2B Vs B2C, Participants to the buying process, Stages in Buying process

10.Total Marketing Effort


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a. The Integrated Marketing Plan, Implementation , evaluation and control

Core Text Book:

1. Marketing Management- Lamb & Hair

Reference Book:

1. Marketing Management P. Kotler

M107 - COMPUTER FUNDAMENTALS

Objectives:

Modern business includes high-speed computer, distributed data processing systems, modern word-processing systems, computer-aided design, and computer-aided manufacturing of products. Present day

managers must be prepared to evaluate and determine the appropriate allocation of resources for such

equipments. Furthermore, they must be able to make optimal use of the productive resources available tothem.

No matter what job you have or want, basic computer skills will make the difference between success andfailure. Some jobs require detailed knowledge of particular software; others require basic knowledge of

Microsoft Office. Either way, youll need basic computer skills. Even if your employer agrees to train youon the software they use, you still need basic computer training to firmly grasp the computer skills they

will teach you.

The curriculum in management science attempts to prepare MBA Freshers for the modern business

environment of the Y2K and beyond by exposing them to the most advanced concepts, methods, andapproaches to systems analysis and problem solving.

Topics:

1. INTRODUCTIONa. Review syllabus and course logistics.

b. Discuss the purpose of the class.c. Master and overview of computer science and information technologies.

d. Describe how computers are used in various sectors of our society.

e. Introduction, Evaluation, generation, Classification, Characteristics, Advantages &Limitations and Components of Computer system.

2. ANATOMY OF COMPUTERS

a. Functions and Components of a computer.

b.

Understand the information processing cycle.c. Discuss data manipulation and computer architecture.

d. List & identify common input, output &. Storage devices.e. Learn to communicate with peripheral devices.

3. NUMBER SYSTEMS & LOGIC CIRCUITS

a. Understand data representation: binary notations, number system, convert a numbers

base.b. Logic Gatesc. Logic circuits and Boolean expressions


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d. Combinational Circuit & design.

4. ALGORITHMS; FLOWCHARTING&DECISION TABLE; COMPUTER LANGUAGEa. Develop algorithms

b. Flowcharting & Decision Tablec. Understand programming concepts with pseudo code

d. Review programming languages

5. OPERATING SYSTEMa. Definition & functions of an operating system

b. Types & Componentsc. List the three ways the operating system manages the computers hardware

d. Name three types of utilities that enhance an operating systems capabilities.

6. DATA COMMUNICATION & NETWORKINGa. Basic elements of a communication system.

b. Communication protocols and their use in computer networks.c. Types of computer networks, network topologies.

d. Benefits of using network.e. Identify network hardware and linking devices.

7. WORD PROCESSING

a. Word Processors.b. Formatting Text and Paragraphs.

c. Working with Tables.

d. Mail Merge, Macro & Hyperlink.e. About all toolbars shortcut keys formatting editing header/footer, Mail

f. Merge Labels Tables of contents inserting objects Word Art Creating WebPages,Reports fax and email using Templates.

8. SPREADSHEET BASICa. MS EXCEL: Basic Operation of Spread Sheets.

b. Functions of all tool bars Financial, Mathematical, Statistical, Logical Functions using

function wizard.c. Drawing all types of Graphs (15 Types) Legends, customizing, and all chart options.

d. Conditional formatting goal seek all types of formulae filters-subtotal- Sortinge. Modifying the Worksheets Layout & Printing form worksheets.

9. BUSINESS PROJECT MANAGEMENT & PRESENTATION TOOLSa. MS PowerPoint: Basics of presentations.

b. Views slide designs layout background slide transition slide design custom

animation set up slide show.c. Enhanced features of Power point.

d. Making Handouts and Notes.

e. Printing in Power Point.f. Giving the Final Touch.

10.DATABASE MANAGEMENT SYSTEM

a. Understand data and file structures

b.

Work with database structuresc. Program using Structured Query Language (SQL)

d. Work with relational database models and relational operations.e. Microsoft Access: creating a database, Basic Queries.

11.INTERNET AND EMERGING TECHNOLOGIES

a. The Internet & The World Wide Web.b. E-mail & Other Internet Services.

c. Graphics & Multimedia.


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d. Information Technology for Management Working/Doing Business in the Online

World.12.COMPUTER AIDED TECHNIQUES

a. Tally Journal Entry, Ledger posting, Preparation of Balance Sheet.b. HTML Home page designing for each student using Microsoft Front Page.

c. Accounting Information System.

13.SECURITY MEASURESa. Protecting Your Privacy, Your Computer and Your Data.

b. Understanding the Need for Security Measures.c. Taking Protective Measures.

d. Cyber Laws & Information Technology Act.

Core Text Book:

1. P.K. Sinha, Priti Sinha (2007). Computer Fundamentals. BPB Publications.

Reference Books:

1. V. Rajaraman, (2004). Fundamentals of Computers. PHI.2. Turban, Rainer and Potter (2003). Introduction to information technology. John Wiley and

sons.

3. Ram, B. (2003). Computer Fundamentals. New Age Publications4. Introduction to computers by Peter Norton.

Internet Resources:

The following Internet resources may be of use to you in this paper. Please be aware that Web addresses

may change from time to time. Consult your instructor if you have questions about electronic resources.

1. http://www.pcquest.ciol.com

2. http://www.chip.in3. http://www.pcworld.com

4. http://www.pcmag.com

M108 - HUMAN RESOURCEMANAGEMENT

Objectives:

The syllabus is designed for management students interested in the conceptual background and contentthat is essential for understanding the relevant issues in human resource management (HRM). It

emphasizes a general management approach to HRM to meet the challenges which organizations face in

using their human resources effectively. Several old concepts are also provide to get a sound historical background to understand the new version of personnel management and industrial relations, that is,

HRM.

Topics:

1. Introduction of HRMa. Features of the competitive business environment,


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b. Business trends and HR Competencies, responses of firms to the new competitive

realities,c. Responsibilities of the human resource manager, competencies of the HR manager, role

of line manager.2. The financial impact of human resource management activities

a. Key requirement of Human resource metrics, behavioral costing, controllable and

uncontrollable costs, behavioral costing and employee attitudes, absenteeism cost,employee turnover costs, cost involved in training activities.

3. Job analysisa. Meaning, Importance, benefits and need for Job analysis, relationships of job

requirement with HRM functions,

b. Procedure of JD, Methods of collecting job analysis Information., Job descriptions., JobSpecifications, job analysis in a changing environment.

4. Human resource planninga. Definition and Importance of HRP

b. Traditional and contemporary approaches to workforce planning, talent inventory,workforce forecast (external and internal workforce supply), forecasting workforce

demand.

5. Recruitmenta. Marriotts recruitment principles

b. Recruitment policies, sources of recruitment internal and external recruitment

sources, merits and demerits of internal and external recruitment sourcesc. Diversity-oriented recruitment

6. Employees Selection and Testa. Selection Process

b. Organizational consideration in selection decisionc. Sources of information about job candidates, various employment tests.

7. Interviewing Candidates

a. Basic Features of Interviewsb. Types of Interviews, Administering the Interview, Designing and Conducting the

Effective Interviewc. The Structured Situational Interview, How to Conduct and attend an Interview

effectively ,H.R Interview8. Employees career management

a. What is career planning?, Career planning process, How important is career Planning,

Whose responsible for planning ones career?b. Individual career planning Process

c. Organizational career Planning process, Succession Planning and its process.

9. Employee workplace Training and Developmenta. What do understand by induction, induction, induction process,

b. Training: - Definition of training, conducting needs assessment, designing the training

program, implementing the training program, evaluating the training program, different

training methods.10.Performance Appraisal

a. Concept and purpose of performance appraisal, developing an effective appraisal program, methods of appraising employee performance, evaluating the teamperformance.

11.Managing compensation

a. Need, Objective, Scope, Policy related with compensation, Job evaluation systems,b. The compensation structure, Compensation survey, Components of pay Structure,

Overview of pay system mechanics, determining pay structure and levels.


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12.Pay-for-Performance, Incentive Rewards

a. Incentive plan linked with organization strategy, requirement of effective incentivesystems, merit-pay-system, and individual and team incentives, long term and short

term incentives.13.Employee benefits and services

a. Employee benefits required by law, Employers methods for containing healthcare

costs, employee services for creating work/life setting, benefits administration.14.Retirement and resignation

a. Exit Interview. VRS: Golden Handshake, Various types of Retirement.15.Industrial relation

a. Trade Unions Collective bargaining, principle of natural justice.

16.Safety and Healtha. The Occupational Safety and Health Act (OSHA) purpose and coverage, Voluntary and

non-voluntary benefits to be provided to organization.

Core Text Book:

1. Human Resources Management- Gary Dessler

Reference Books:

1. Personnel Management C.B Mamoria2. Human Resources Management Mirza & Zaiyadin

3. Managing Human Resources Wayne .F. Cascio4. Human Resources Management L.M.Prasad

M109 - BUSINESSCOMMUNICATIONS

Objectives:

Communication is the cradle activity of all the business. Today admirable communication is rated as one

of the most sought after eminence in business milieu Ability to communicate effectively and conciselyhas direct significance on the demeanor of an individual.

This course is premeditated to give students an introduction to various implication of communication inbusiness, its basic concept and theories. It will endow the students with generous opportunity to improve

their communiqu skills and gain knowledge.

Students will complete the course with a bigger perceptive of the impact of technology and the need ofeffective communication skills to achieve perfection.

Topics:

1. Communication in Businessa. Introduction, Dimensions, Importance and need

b. Communication network, Technology

2. Dimensions of Business Communication

a. Principles, Types, Process, Levels, Channel, Barrier3. Psychology of business communication

a. Introduction, Principles of communication psychology


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4. Communication Intercultural

a. Categorising cultureb. Improving intercultural sensitivity

c. Developing effective intercultural communication skills5. Communications and Technology

a. Electronic communication technologies

b. Software for business communication6. Verbal

a. Group Communication Strategiesb. Introduction, Factors Influencing, Participation and leadership, Negotiations, Conflict

management

7. Developing and delivering effective presentationa. Planning, Writing &Completing Oral Presentation , Using Visual Aids effectively

8. Interviewsa. Understanding Interview process, Types of Interviews, Success in Job interviews, Follow

Up after interview9. Listening

a. Introduction, Types of Listening, Listening Process, Barriers to effecting listening,

Advantages of listening, How to listen to your advantage10.Public Speaking

11.Non Verbal Communication

a. Types of non verbal communication, Ways of maximizing non verbal skills, Paralanguage, Proxemics, Chronemics, Kinesics, Cultural Implication of non verbal

Communication12.Written Communication

a. Writing processb. Planning, Organizing, Composing, Revising

c. Types and Formats of written communication

d. Direct messages, indirect messages, Reports, Resumes, Minutes of meetings

Core Text Book:

1. Business Communication Today: Boveo Thill Schatzman

Reference Books:

1. Business Communication: Homi Pradhan

2. Business Communication: Lesikar Flatley

M201 - FINANCIAL MANAGEMENT

Objectives:

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


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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

Topics:

1. Overview of Finance Functiona. Finance Function Nature, scope & Goals, significance. Role of Modern Finance

Manager

2. Financial Analysis

a. Various tools of financial management: Ratio analysis, Cash flow statement

3. Valuation (overview only not in detaila. Valuation concepts Time value of money, future value , present value , Annuity

b. Concept, Business Applications of Time Value of money concept. Valuation of Financial

Assets.4. Long Term Sources of Finance

a. Different sources of finance Equity share capital, Preference share capital

b. Debentures, Term loans, Lease finance, Hire Purchase & Venture Capital.5. Cost of Capital

a. Cost of Capital Meaning & Significance, Methods of calculating cost of capital (Equity,

Preference shares Debentures, Long Term loans ) & Weighted Average Cost of Capital

6. Capital Structurea. Capital Structure - Meaning & Significance, factors of Optimum capital structure various

aspects of capital structure.

7. Leverage Analysisa. Leverage Analysis Meaning, Types , Effect

8. Working Capital Management

a. Working Capital Management - Meaning & Significance, factors of Optimum Workingcapital, Working capital cycle , Estimation controlling & sources of Working capital.

9. Capital Budgetinga. Capital Budgeting- Meaning & Significance, Steps in Capital Budgeting,

b. Evaluation of Capital Expenditure Proposal, Cash flows in capital Budgeting10.New Concepts in Financial Management

a. Brief Overview Mergers, Takeovers, Joint Ventures, Strategic Alliances,

b. Economic Value Added.

Core Text Book:

1. Financial Management: Ravi Kishore

Reference Books:

1. Financial Management: Prasanna Chandra

2. Financial Management:: I.M.Pandey

3. Financial Management:: Tulsian


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M202 - PRODUCTION AND OPERATION MANAGEMENT

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 andservices organizations.

Topics:

1. Strategic aspects of production and operation managementa. Global Competitiveness & Globalization Concepts of world class manufacturing & its

benefits Concept of Toyota production system andb. Lean manufacturing.

2. History and development of Manufacturing Management

a. Contribution of various pioneers beginning from Division of Labor to QualityRevolution and Environmental.

3. Methods of Manufacturinga. Continuous to intermittent production. Project (Turnkey) Jobbing, Batch Production,

Flow / Continuous Production, Process Production - Characteristics of each method.4. Plant Location

a. Importance - Factors affecting location - Factory Building5. Plant Layout decisions

a. Installation of facilities.6. Introduction to Production Planning & Control

a. Material control. Inventory control. Scheduling, Routing, Loading process. Gantt ChartsDocumentation

b. Production Work Order. MRP to ERP

7. Introduction to PERT / CPM

a. Importance in Manufacturing Managementb. Network Crashing.

8. Maintenance Managementa. Importance and types of maintenance

b. Maintenance Planningc. Spare Parts Management

d. Equipment Replacement problem

9. Inspectiona. Cent percent Inspection, Sample Inspection, Operation Characteristics Curves, Statistical

Quality Control

b. Control Charts - X-R Charts. TQM, TPM10.Work Study

a. Objectives, Scope and Usesb. Methods Study - Man Machine Charts - Work Measurement - Elements - Performance

Rating Allowancesc. Methods of Remuneration - Time Based and Efficiency Based - Incentive Schemes -

Individual

Core Text Book:


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

Reference Books:

1. Production & Operations Management Chary2. Production & Operations Management Nair

3. Production & Operations Management Panneerselvam

M203 - MANAGEMENT INFORMATION SYSTEM

Objectives:

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

to MIS information as a strategic resources- use of information for competitive advantages- MIS as an

instrument for the organizational Change.

Information management and decision making- models of decision making-classical, administrative and

Herbert Simons model- attributes of information and its relevance to decision making- types ofinformation.

Topics:

1. Information Technology

a. 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. Data Base Management System

a. Data warehousing and data mining.

3. Systems Analysis and Design

a. Systems Development Life Cycle Alternative4. System Building Approaches

a. Prototypingb. Rapid Development Tools CASE

c. Tools Object Oriented Systems (Only introduction to these tools & techniques).

Core Text Book:

1. MIS by W.S.Jawadekar, MIS by Davis , Olson

Reference Book:

1. Information Systems by Lauden and Lauden

M204 SALES & DISTRIBUTION MANAGEMENT

Objectives:


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y To provide an understanding of the concepts, attitudes, techniques and approaches required for

effective decision making in the areas of Sales and Distribution.

y To pay special emphasis on the practicing managers problems and dilemmas.

y To develop skills critical for generating, evaluating and selecting sales and distribution strategies.

Module 1:- Sales Management

Topics:

1 Introduction to Sales Management

a. Sales Management, Personal Selling, Salesmanship, Theories of Sellingb. Setting Sales objectivesc. Sales related marketing policies.

2 Sales Organization

a. Personal Selling strategy, Organizing the sales effort- effective sales executiveb. A typical sales organization, sales- department relations

3 Managing the Sales Force

a. Recruitment, Selecting, Training, Motivating Sales force, Evaluating & Controlling Sales force

4 Controlling the Sales Forcea Controlling the Sales effort- Sales forecasting, Sales Budget & Cost Analysis

b Sales Territory Management & assigning Targets

Module 2:- Distribution Management

Topics:

1 Understanding Channel Intermediaries

a Introduction b Understanding Distribution Managementc Need for Channel Intermediaries

2 Channel Designing & Multi Channel Marketing

a.

Channel Design Factorb. Channel Design & Planning Processc. Selecting Channel Partners

d. Channel Design Comparison Factors

e. Channel Design Implementationf. Multi Channel Marketing

3 Managing Marketing Channels


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a. Channel Management

b. Use of Channel Powerc. Channel Conflict

d. Principles of channel Managemente. Channel Policies

4 Channel Information System

a. Why an information system?b. Elements of a Channel Information System

c. Channel Performance Evaluation

5 International Sales and Distribution Management

a. Introductionb. The Nature of International Marketsc. Selling in International Marketsd. Distribution

Core Text Book:

1. Sales Management: Still, Cundiff & Norman

Reference Books:

1. Sales & Distribution Management: Krishna Havaldar & Vasant Cavale

M205 - MARKET RESEARCH

Objectives:

The objective of the course would be to give the students an understanding of marketing research fromboth users (management) and doers (the researchers) perspective.

Topics:

1. Introduction to Marketing Research:

a. Introduction, Role of Marketing Research, When to do Marketing Research, Limitations,b. Ethical Considerations, Emerging Issues- Marketing Research in the Internet Era,

c. Online Research, Data Warehousing and Data Mining

2. Marketing Intelligence, MIS, MDSS, Value of Informationa. Details of marketing Intelligence, MIS, MDSS and Value of Information

3. The Marketing Research Processa. Details of the Marketing Research Process

4. Research Methods and Designa. Exploratory, Descriptive and Causal Research, Sources of Experimental Errors

5. Data Collectiona. Secondary data ,Primary data ,Source of data

6. Questionnaire Design


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a. Designing Questionnaire for market Research, Scales of measurement, Types of

Questions7. Sampling Methods

a. Basic Terminology in Sampling, Sample Size calculation, Sampling Techniques,Sampling Errors

8. Data processing

a. Editing, Coding, Tabulation, Computer Processing9. Data Analysis

a. -Measures of central tendency,Dispersion and Statistical Estimationb. Measures of Central Tendency, Measures of Dispersion, Univarite analysis

10.Hypothesis Testing

a. Concept of Hypothesis, Hypothesis Testing11.Bivariate Analysis

a. Chi-Square, Correlation, Regression Analysis, ANOVA12.Multivariate Analysis I

a. Multiple Regression, Discriminant analysis13.Multivariate Analysis II

a. Factor Analysis, Cluster Analysis, Multidimensional Scaling, Conjoint Analysis,

14.Interpretation and Report Writinga. Interpretation, Report Writing, Preparation of the Report, Evaluation of the Research

Report

Core Text Books:

1. C.R. Kothari - Research Methodology, New age Publication

2. Market Research - Anderson

Reference Books:

1. Business Research Methods - Donald Cooper & Pamela Schindler, TMGH, 9th edition.2. Business Research Methods - Alan Bryman & Emma Bell, Oxford University Press.

3. Dr. B. D. Kulkarni, Research Methodology, Everest Publishing House, Pune

4. Research Methodology - Ranjit Kumar, Pearson

M206 - MARKETING OF SERVICES

Objectives:

Planning and implementing the marketing strategy for service products requires a different sort of

approach, which is different from the traditional goods marketing. The objective of this course is toacquaint the students to the uniqueness of the services characteristics and its marketing implications. The

intent of the course is to discuss measure and analyze several facets in the area of services marketing

essential for the success of a service sector firm.

Topics:

1. Foundation of services marketing


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a. Introduction - The services concept

2. Service Industrya. Contribution & Nature of Services

3. Characteristics of Services, Classification of Services4. Goods v/s Services Marketing, Goods & Services Continuum

5. Services Marketing Triangle

a. Introduction to 7Ps of Services Marketing Consumer Behavior6. Consumer Purchase Behavior

a. Evaluation of Service Alternatives, Customer Expectations7. Customer Perceptions, Customer Satisfaction, Post Purchase Evaluation by customers

8. Levels of Customer Expectations, Role of Culture in Services

9. SERVQUAL Analysis & GAPS Model of Service Quality, Moments of Truth, Service10.Services Marketing Mix

11.Segmentation, Targeting & Positioning Strategies12.Understanding the 7P's of Services Marketing

13.Service Product & Process14.New Service Development, Service Redesign, Service Blueprint

15.Place & Promotion in Services Marketing

16.Integrated Services Marketing Communication17.Pricing of Services

18.Cost Based, Competition Based & Demand Based

19.Yield Management in Services20.Role of People in Services Marketing

21.Introduction, The Service Provider Employee, The Service Recipient Customer22.Physical Evidence of Service

23.Nature of Physical Evidence, Role of Services cape24.Service Recovery, Complaint Handling, Service Guarantees

25.Closing The Gaps of Service

26.Service Tax Provisions In India27.Introduction, Origins of Service Tax, Services under Tax Net, Obligations of a service provider,

penalties levied under the service tax act.

Core Text Book:

1. Marketing of Services: - Mr. Apte

Reference Books:

1. Services Marketing - Valarie Zeithml & Bitner2. Services Marketing- Ravi Shankar Services Marketing : People, Technology & Strategy -

Christopher Lovelock

3. Services Marketing- G D Apte

M207 INNOVATION AND ENTREPRENEURSHIP

Objectives:

The major emphasis of the course will be on creating a learning system through which management

students can acquaint themselves with the special challenges of starting new ventures and introducingnew product and service ideas. This will involve working together to investigate, understand andinternalize the process of founding a startup. Bootstrap and guerilla tactics to gather resources - the


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technology, team, finance and market - to give birth to entrepreneurial businesses will be discussed. The

course is designed primarily for those who at some point of their career want to start their own ventures,or run their own family businesses. But it is equally useful to those who plan to work in or with new

ventures either as venture capitalists, consultants to new firms or in new business development units oflarger corporate.

Strategic innovation can be defined as the fundamental re-conceptualization of business models, and the

reshaping of existing markets by breaking the rules of the game and changing the nature of competition.As the pattern of global economic growth has changed since 1970s with the rapid development of hightechnology, knowledge has become as important as other factors of production. Today, the informationage takes over from the industrial age particularly in developed economies, and companies are required to

concentrate on differentiation activities rather than traditional and standardized strategies, which force

them to improve efficiency in order to match or beat their rivals. The domination of competitive benchmarking and quality management strictly focusing on customer demands leads to a trap of

competition solely based on incremental improvements in cost and quality, preventing the development ofsectors whereas competing companies offer similar products. In fact, todays changing global conditions

require companies to exhibit fundamentally new ideas and strategies based on the integration of R&Dwith other business activities. Therefore, the importance of innovation on competitiveness is getting even

more recognized to create new business models with new value chain architecture, new markets, as well

as to increase value for both the customer and the companies, and consequently, strategic approach toinnovation is essential to achieve dramatic value improvements for customers and high growth for

companies. Strategic innovation management concentrates on the entire business model and added value

creation as a whole far beyond focusing simply on technology improvement, new product development ornetworks on the basis of traditional outsourcing. This course dwells on how to enhance business model

innovation, how innovation can be managed to gain sustainable competitive advantage by creatingmeasurable added value, and how to arrange the indispensable contemporary management style and

organization structure to reinforce the process of strategic innovation management.

Module1:-Entrepreneurship

Topics:

1. The Entrepreneurial Development Perspectivea. Concepts of Entrepreneurship Development

b. Evolution of the concept of Entrepreneur

c. Entrepernar Vs. Intrapreneur, Entrepernar Vs. Entrepreneurship, Entrepreneur Vs.Manager

d. Attributes and Characteristics of a successful Entrepreneur

e. Role of Entrepreneur in Indian economy and developing economies with reference toSelf-Employment Development

f. Entrepreneurial Culture

2. Creating Entrepreneurial Venture

a.

Business Planning Processb. Environmental Analysis Search and Scanning

c. Identifying problems and opportunitiesd. Defining Business Ideae. Basic Government Procedures to be complied with

3. Project Management

a. Technical, Financial, Marketing, Personnel and Management Feasibilityb. Estimating and Financing funds requirement Schemes offered by various commercial

banks and financial institutions like IDBI, ICICI, SIDBI, SFC Venture Capital Funding


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4. Entrepreneurship Development & Government]

a. Role of Central Government and State Government in promotingb. Entrepreneurship Introduction to various incentives, subsidies and grants

c. Export Oriented Units Fiscal and Tax concessions availabled. Role of following agencies in the Entrepreneurship Development

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

f. Entrepreneurship Development, Institute of India (EDII), National Institute ofEntrepreneurship & Small Business Development

i. (NIESBUD), National Entrepreneurship Development Board (NEDB)5. Why do Entrepreneurs fail The FOUR Entrepreneurial Pitfalls (Peter Drucker)

6. Women Entrepreneurs

a. Reasons for Low / No Women Entrepreneursb. Role, Problems and Prospects

Module 2: Innovations

1: STRATEGIES AND CONCEPTS OF INNOVATION

a. Why Innovate?

b. Whatto innovate?

c. How to innovate?d. Who Innovates?

e. Key issues in Innovation Managementf. Innovation as a Management Process

2: TAKING A STRATEGIC APPROACH

a. Developing a framework for an Innovation Strategyb. Competitive environment

c. Technological Trajectoriesd. Integration for strategic learning

e. Creating strategic alliances

3: BUILDING EFFECTIVE IMPLEMENTATION MECHANISM

a. Managing the Internal Processes

b. Creating and learning through Corporate Ventures

4:CREATING AND SUSTAINING THE INNOVATIVE ORGANIZATION

a.

Building the innovative organizationb. Creating innovative new firms

c. Assessing and improving Innovation Management Performance

Core Text Books:

1. Dynamics of Entrepreneurship Development Vasant Desai2. Concepts in Entrepreneurships Monk Ellen3. Entrepreneurship Hisrich, Peters


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Reference Books:

1. Entrepreneurship in the New Millenium - Kuratko & Hodgetts

2. Entrepreneurship: New Venture Creation David H. Holt

3. Entrepreneurship Development Dr. P. C. Shejwalkar4. The Culture of Entrepreneurship Brigitte Berger5. Project Management K. Nagarajan6. Thought Leaders Shrinivas Pandit

7. Entrepreneurship, 3rd Ed. Steven Brandt

8. Business Gurus Speak S.N.Chary9. The Entrepreneurial Connection Gurmit Narula

M208 BUSINESS SUSTAINABILITY

Objectives:-

y Learn about the nexus between the local business, the local government and the citizens in the

communityy Focus on making sustainability operational at the local level

y Develop skills using your sustainability knowledge by actually participating in they development of a sustainability management system for a virtual business

y Experience the need to address stakeholder interests while balancing between the threeresponsibilities involved in sustainability (economic, environmental, social)

y Develop competencies that will enable you to contribute to a sustainability management system

y See how perspectives on sustainability vary across the globe with the participation of our distancelearners

y Identify the reasons that have prevented organizations from making significant progress in theirown sustainability programs.

Topics:

1 Introduction What is Sustainability?a. Introduction to the course

b. Introduction to the case method approach

c. Introduction to the topicd. Five Basics of sustainability

2 Taking a Positive View of a Sustainable Future

a. Proper visioning of sustainabilityb. Acting locally at nexus with local government and citizensc. Working with leading indicators and employee involvement

3 Creating a Sustainability Footprint and Tool Box

a. Process mapping and resource productivity

b. Business processes and social responsibilityc. Creating a sustainability footprintd. Incorporating life cycle inventory in footprint


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4 Systems Approach to Sustainabilitya. Problem solving and decision-making tools

b. Process information on casec. Community information for Cambridge, Massachusetts, USA

d. Students assigned to cohort groups

5 Sustainabilitys Three Responsibilities

a. Environmental Responsibilityb. Social Responsibility

c. Economic Responsibility

d. Integrating Responsibilities

6 Engaging Stakeholders in Your Sustainability Program

a. Identifying stakeholders

b. Engaging stakeholders to determine their interestc. Social license to operate

7 Operational zing Sustainability Strategya. Top-down sustainability strategy

b. Bottom-up operationalization of this strategy

c. Plan-Do-Check-Actd. Role of a management system

8 Planning for Sustainability

a. Legal and other requirements evaluate complianceb. Sustainability footprint and operational risk

c. Objectives, targets and sustainability program

9 Implementing a Sustainability Program

a. Resources, roles, responsibilities and authorityb. Competence, training and awareness

c. Emergency preparedness and response continuity planningd. Other implementing requirements

10 Checking and Improving a Sustainability Management Systema. Measuring and monitoring results lagging indicators

b. Scoring the leading indicators

c. Corrective actions Preventive actionsd. Auditing and management review

11 Reporting on Sustainability Results

a. Transparency and accountabilityb. Socially responsibility investment and other rating systemsc. Fundamentals of non-financial reportingd. Cohortgroups create a brief sustainability report for the case

12 Driving Innovation with Sustainability

a. Continual improvement and innovationb. Does sustainability drive innovation?c. Innovation and financial improvement


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13 Developing Competency for Practicing Sustainabilitya. Developing a sustainability body of knowledge

b. Developing sustainability skillsc. Recognizing sustainability attributes

Core Text Book:

1. Strategy for Sustainability: A Business Manifesto - Adam Werbach

Reference Books:

1. The Business Guide to Sustainability: Practical Strategies and Tools for Organizations - Darcy

Hitchcock, Marsha Willard.2. Corporate Social Responsibility Subhabrata B Banerjee.

3. Corporate Global Citizenship Noel M Tichy.

4. Peace Through Commerce Oliver F Williams5. Global Corporate Social Responsibility of Business

M209- CONSUMER BEHAVIOUR

Objectives:

At the end of the course it is expected that the students will be proficient and knowledgeable about thevarious disciplines contribution in understanding buyer behavior in a holistic manner. Familiar with the

advances in consumer research in deciphering buyer motivation, and behavior (pre-purchase, purchase

and post purchase), impact of social and cultural variables on consumption decisions. Equipped withframeworks to analyze consumers behavior and use them in designing marketing strategies and in

enhancing the effectiveness of marketing programmes

Topics:

1. Introduction and scope of the subject

2. Mktg concept, model of CBa. Importance of understanding CB from the mktg concept point of view

3. Methodology of consumer research

a. Basic outline of the process4. Process of market segmentation5. Psychological characteristics of consumer

6. Motivation- basic concepts and their applications to mktg

7.

Personality - basic concepts and their applications to mktg8. Perception - basic concepts and their applications to mktg

9. Learning - basic concepts and their applications to mktg10.Attitudes - basic concepts and their applications to mktg11.Comm process and CB understanding the decision making process

12.Social class, cultural groups - basic concepts and their applications to mktg

13.Intro to MR and MR process basic concepts and applications14.Rsch approaches and instruments15. Report preparation and presentation


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Core Text Books:

1. Consumer Behaviour: Schiffman and Kanuk (Pearson)2. Marketing Research - An Applied orientation : Naresh K Malhotra (PHI)

Reference Book:

1. Consumer Behavior Suja R. Nair

M301 MANAGEMENT CONTROL SYSTEM

Objectives:

The course seeks to develop skills related to Performance Measurement and ManagementControl by taking a highly practical approach.

Accordingly, it aims to provide students not only with a mastery of techniques and tools but alsowith the understanding the essentials to their application in resolving concrete situations in the

fields of Performance and Control.

This begins with establishing objectives, for both individuals and sectors, followed by definitionof core aspects to Management Information Systems and their contribution to decision making

processes. Further the objective is to understand control system.A control system may be defined in at least two ways:

1) A system for establishing objectives, measuring and evaluating performance, and taking actionto improve performance and as

2) A system of controls, or performance measures, to assure that resources are used effectively in

accomplishing organizational objectives.

Topics:

1 Introduction to management planning & Control system.a. Traditional Versus contemporary management practices in organization

b. Management control environment & effective organizational structur For control.c Centralization versus decentralization Divisional Autonomy.

2 Integration of corporate level strategy to unit level:

a. Goal Congruence for Financial, operational & people control.

b.

Internal control system.c. Role of financial controller :Financial auditor to financial manager to influenceDecision.

d. Case Study: Xerox Corporation

3 Responsibility centers concept:

a. Revenue & expense centersb. Discretionary expenses versus engineered expenses.c. Means to measure & control assets of responsibility center.


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

b. Measuring profitability of profit center.c. Allocation of charges & accounting of profit in profit center.

d. Case Study

5 Objective & Principles of transfer pricing within business units.a. Methods of transfer pricing.

b. Administration & issues related to transfer price in domestic & international business.

c. Budgeting approach & budget control .Problems & limitation of budgeting

d. Case study: Birch paper Company.

6 Measuring & Controlling Assets employed.a. Evaluating economic performance of a business unit.

b. EVA versus ROI approach.c. Implementation of EVA in BU.

d. Additional consideration for evaluating managers.

7 Analyzing Financial performance reports for control

a. Relevant cost consideration & approach for managerial decision making

Activity based costing, calculating variances & variation in practice.

8 Performance management of a strategic business unit using BalanceScore Card approach.

a. Designing & Measuring Financial & non financial factors influencing the growth &performance of a strategic business unit.

b. Performance based Management compensation.

9 Management planning & control system in service centric organization.a. Building & Measuring managerial performance through shareholder value creation &

customer satisfaction.b.Measuring cost in long term perspective. Risk & reward policy.

Core Text Book:

1. Management Control system by Robert .N Anthony & Govindrajan 11th & 12th

edition.

Reference Books:

1. Management Control System J.A. Maciariello & Calvin J. Kirby2. Management Control System Kenneth .A. Pearson

3. Introduction to Management Accounting by Charles Honngren

M302 BUSINESS POLICY & STRATEGICMANAGEMENT


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Business policy &Strategic Management is the capstone experience for students in. The courserequires students to integrate knowledge from prior coursework in functional business areas to

analyze current business strategies and performance and to develop and plan implementablefuture 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 generalmanagement. This course will make extensive use of the case study method using actual businesssituations.

Objectives:

Our primary goals for this course are:

1. To provide students with an integrative, general management view of the organizationinvolving the analysis of organizational goals, resources, structure, etc., and the

relationship of these attributes to the organization's industry and general environments.

2. To provide students with knowledge of strategic management concepts, tools, andtechniques and to apply these to analysis and strategy formulation using actual business

cases.

3. To provide students with the experience of working as a member of a team to identifybusiness opportunities, solve business problems, and craft implementable strategic plans.

4. 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 "realworld").

Topics:

1. The planning process:-a. Definitions of planning, strategy, policy, setting of objectives, SMART formula

b. Vision, mission, goals, targets and quota settingc. strategic management process

2. Strategic analysis:-a. SWOT, use of different models like BCG, McKinsey, GE, Porter's and others

3. Strategic alternatives:-a. Generic growth strategies, Ansoff Model, SBU concept

b. Sstrategies on mergers & acquisitions, strategies on turnaround managementc. Global strategies, competitive strategies, use of Competitive Intelligence.

4. Functional strategies on marketing, finance, HR and others5. Organization for strategic control. management control system6. Corporate governance and business ethics.In addition to covering the above topics through lectures, the students will be given the following inputs:


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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

Core Text Book:

Business Policy & Strategic Management by Azhar Kazmi

Reference Books:

1. BPSM by Lomash & Mishra2. BPSM by P. Subbarao

3. BPSM text & cases by M.V.Kulkarni

M304 BUSINESS TO BUSINESS MARKETING (B2B)

Objectives:

To prepare for a career in Business to Business Marketing*To expose the students to a variety of product-market situations in the Indian

Context*To share the development in the area of Relationship Marketing (RM)

*To share the concepts and frameworks which may be more relevant in industrial?marketing situations

*To develop skills to formulate implementable marketing strategies

Topics:

1 The Environment & Nature Of Business Marketing

a. Introduction: What is Business marketing? Consumer V/S Business Marketing b. Types of Customers in Business Mktg, Types of Industrial Goods,

Types of Business Market Demand

2 The Business Market: Perspectives of the Organizational Buyera. Unique characteristics of Commercial Enterprises, Government Sector,

b. The Institutional Market, Goals of Purchasing Function,c. Levels of Procurement Development

3 Organizational Buying Behaviour

a. Organizational Buying Process, Forces Shaping Organizational Buying Behaviour

4 Customer Relationship Managementa. Strategies for Business Markets, Relationship Marketing: Nature & Classification,

b. Managing Buyer Seller Relationship, Customer relationship Management

5 Segmenting the Business Market

a. Business market Segmentation Requirements & Benefits,b. Basis of segmenting Business Markets

6 Managing Products for Business Markets


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a. Core Competencies: The root of industrial products, Product Quality & Policy,

b. Planning Industrial Product Strategy

7 Managing New Industrial Product Development

a. Industrial Product life cycle & Strategies for New & Existing products,

b. New Product Development Process

8 Managing Services for Business Markets

a. Marketing of Industrial Services, Products to Solution,b. Marketing Mix of Service Firms

9 Managing Business Marketing Channelsa. What is Business Marketing Channel, Who are the participants,

b. Channel design & administration

10 E-Commerce in Business Marketa. The strategic Role of E-Commerce

11 Supply Chain Managementa. The concept of SCM, Competitive advantage & Application, Role of Logistics,

b. B 2 B Logistical Management

12 Pricing Strategy for Business Market

a. Process of Pricing, Price Attacks & Competitive Bidding

13 Business Communication: Advertising & Sales Promotion

a. Role of Advertising, Developing Integrated Communication Program,

b. Managing B2B Advertising & Measuring Effectiveness, Role of Trade Shows

14 Business Marketing Communications: Personal Sellinga. Role of Personal Selling, Organizational Buying Behaviour & Personal Selling,

b. Sales Force Organization & Management, Account Management Process

Core Text Book:

1. Industrial marketing- By Krishna K Havaldar

References Books:

1. Business Marketing Management: B 2 B - By Michael D Hutt & Thomas W. Speh

2. Industrial Marketing-ICFAI3. Industrial Marketing : Text & Cases- ICFAI

4. Industrial Marketing by Milind T. Daphtardar

5. Industrial Markering by Hill, Alexander & Cross

6. Industrial Marketing: Analysis, Planning & Control by Reeder, Briety Reeder


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M305M INTEGRATED MARKETING COMMUNICATION

Objectives:

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

Communications.

To provide an understanding of the basic principles of planning and execution

in Marketing Communications.

To develop a managerial perspective and an informed decision-marking ability

for effective and efficient tackling of promotional situations.

Topics:

1 IMCConcepta. Introduction & Familiarization,

b. Definition of Promotion & Promotion Mix,c. Tools of Promotion Mix

2 Participants of IMCa. Factors contributing to importance of IMC

b. Participants in IMC management,

c. IMC Planning Processd. Structure of Promotion Industry,

3 IMC Marketing Environment & Understanding the Consumer Behaviora. Understanding of Marketing Environment

b. Segmentation, Targeting and Positioning

c. Understanding the consumer buying behavior

4 IMC- communication Processa. Understanding IMC communication Process

b. Understanding the Massage, Objective and budgeting for IMC

5 IMC Strategiesa. Creative Strategy

b. Media Strategy

6 IMC Toola. Advertising

b. Sales Promotion

c.

Public Relations & Corporate Advertisingd. Internet Advertising & E-commerce

e. Direct Marketingf. Sponsorship & Point-of-purchase

g. Personal Selling & Sales Management.

7 IMC International Perspective

8 Legal, Social & Ethical Aspects of IMC


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Core Text Book:

1. IMC by Smith & Taylor

Reference Book:

1. Integrated Market Communication by 1) Yeshin Toni & 2) Bharti S. Gopal

M306 RETAIL MANAGEMENT

Objectives:

To identify and understand the significance of retailing in the current business Environment

*To develop guidelines to build a retailing business

*To identify the competition in the market and develop strategies for retailingbusiness accordingly

* To identify significant characteristics of the end consumer, understand its

significance for the retailing business and develop strategies accordingly*To identify the paradigm shifts in retailing business with increasing scope of

technology / e-business and develop strategies accordingly.

Topics:

1 Introduction to world of Retailing Management

2 Retailing Environment & Trends Globala. Global Trends

b. Indian Trendsc. Types of Retailers/Retail Formats/Online Retailers/Rural Retail

3 Retail Store Management -:a. Store Location, Store Layout, Store Design, Site Selection

b. Visual Merchandising

4 Changing Consumer Dynamics & Retail Segmentation

5 Retail Strategy (I)

a. Building Sustainable Competitive Advantage in Retailing b. Merchandising Strategy -Planning, Systems, Sourcing Decisions, Vendor

Relations

6 Retail Strategy (II)

a. Strategic Advantage through Customer Relationship Management & Service Quality b. Information Systems Management- Wal-Mart Case

c. Managing Supply Chain Management & Logistics - Agribusiness & McDonalds Cased. Global Retailing & Logistics (II) - Global Marketing

7 Designing Competitive Pricing Strategies in Retailing

8 Retail Communication Mix & in store Communications/Promotions

9 Warehousing - Selection, Material Handling, Transportation

10 Human Resource Management - Training & Development,Career Planning, Job Design


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Core text Book:

1. Retail Management - Levy & Weitz

Reference Books:

1. Retail Management - Berman & Evans2. Retail Management- Gilbert3. Retail Management - Sapna Pradhan

4. Marketing Management - Phillip Kotler

5. Strategic Brand Management KellerM307- PRODUCT AND BRAND MANAGEMENT

Objectives:

The Study of this subject will help the students to gather knowledge about product management and

importance of managing a product. The subject also gives an introduction of brand management and therole of brands in increasing the image of the products. The students will also learn how maintaining a

brand will increase the long range profits of an organization.

Topics:

1. Product Management an Overview -

a Introduction - Product Key Concepts - Benefits of superior Quality

b. Product Life Cycle and Marketing Strategies

c Stages in the Product Life Cycle - Marketing Strategies throughout the PLC

2 New Product Development and the Techniques of Idea Generation and Screening

a Idea Generation - Sources of Idea Generation - Idea Generating Techniques b. Idea Screening Concept

c. Development and Testing - Test Marketing -

d. Launching and Tracking New Product Programmes

3 Product Line Decisions

a. Product Line Analysis,

b. Product line Length,c. Line Modernization,d. Line Featuring, and Line Pruning

4 Introduction to Brand Management

a.

Brand versus Product - Importance of Brandsb. Branding Challenges and Opportunitiesc. Strategic Brand Management Process

6. Customer Based Brand Equity

a. Making a Brand Strong: Brand Knowledge - Sources of Brand Equity b. Building a strong brand Brand Building Implications

7. Brand Identity


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a. Brand Identity: a necessary concept -- Identity and image

b. The six facets of identity - Sources of identity - Analyzing a brands potential c. Brand Personality - Brand Associations

8. Brand Architecture and Brand Portfolios a. Branding Strategies - Choosing the appropriate branding strategy - Product names:

autonomy or affiliation b Retailer Branding Strategies - Brand portfolios and market segmentation c Multi-brand strategies - The case of industrial brands d Global portfolio logic - Distributors own-brand portfolios

9 Corporate Branding a Choosing Brand Elements for Building Brand Equity

b. Criteria for Choosing Brand Elements - Options and tactics for Brand Elements

10. Leveraging Secondary Brand Knowledge to build Brand Equitya. Conceptualizing the Leveraging Process Company - Country of origin and other

geographical Areas -

b. Impact of Channels of distribution - Co-branding, Licensing - Celebrity EndorsementSporting , Cultural or Other Events - Third-Party Sources

11. Measurement of Brand Equity a. Qualitative Research Techniques - Quantitative Research Techniques -b. Financial Evaluation and accounting for Brands

Core Text Book:

1. Strategic Brand Management Kevin Lane Keller

Reference Books:

1. Strategic Brand Management Jean-Noel Kapferer2. Marketing Management Philip Kotler3. Advanced Brand Management Paul Temporal

4. Brand Management- Chunawalla.

M308 LOGISTICS AND SUPPLY CHAIN MANAGEMENT

In todays business environment, the creation of customer value is a key driver of competitive

advantage. At the enterprise level, the design of the value chain is intimately linked with themanagement of a supply chain. An effective supply chain must be configured to deliver customer

value while also maintaining crucial cost advantages. To minimize system-wide costs, firmsincreasingly rely on new tools for modeling the full supply chain to integrate the firms logistics

and operations.

This course introduces students to the concept of value-driven supply chains and its integrationwith manufacturing and process operations.

The course first focuses on the fundamental principles underlying supply chains, using insights


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from both operations management and logistics. It briefly discusses the likely impacts fromhigher environmental standards, technology changes and other global trends that can be expected

in the future.

Objectives:

To give students a comprehensive understanding of supply chain management and relatedlogistics Management in the new economic scenario. Also to show that SCMs objective is to be

building efficient and cost effective system across the entire systems covering raw materialsSuppliers, Distributors, Manufacturers, Ware House Management and to the retailer.

Topics:

1. Logisticsa. Definition, objectives, scope & functions of logistics

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

c. Customer service for competitiveness, customer service phases, service attributes, value addedlogistics services.

2. Warehousinga. Warehousing -a logistics challenge, Warehousing functions, options

b. Site selection, layout design, decision model, costing, strategies, virtual warehouse, and

warehouse charterc. Performance parameters, warehousing in India, Cold chain infrastructure.

3. Material Handling Systems,a. Role of material handling logistics, Material handling guidelines

b. Material handling equipment and systems.

4. Material Storage Systemsa. Unit load storage, storage principles, benefits of storage design, storage methods.

5. Inventory Managementa. Inventory-asset or liability, inventory functions, reasons for carrying inventories

b. Inventory related cost, inventory controls, and inventory policy guidelines.

6. Transportationa. Evolution of transportation system, transportation infrastructure, freight management

b. Transportation networks, Route planning, Containerization.

7. Logistical Packaginga. Packaging, packaging as unitization, design considerations

b. Packaging material, Packaging cost.

8. Concept of Supply Chain Management and its strategica. Introduction, role in the organization - Intra and Inter organizational supply chain.

9. Supply Chain Integrationa. Introduction, push, pull & push-pull systems, demand driven strategies, distribution strategies.


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10. Strategic Alliances in Supply Chaina. Introduction, framework for strategic alliances, third party logistics

b. Retailer -supplier partnership, distributor integration.

11. Information technology in supply chain

a. Introduction, Typical IT solutions.

12. Managing the Global pipelinea. The trend towards globalization in the supply chain, the challenge of global logistics,

organizing for global logistics.

Core Text Book:

1. Logistics Management: The Supply Chain Imperative by V. V. Sople .

Reference Books:

1. Logistics and supply chain management - Martin Chrostopher.

2. Supply Chain Management- R.P.Mohanty and S.G.Deshmukh.

3. Designing & Managing the Supply Chain - Levi & Kaminsky.4. Supply Chain Management - B.S. Sahay.

M401 - INTERNATIONAL BUSINESS MANAGEMENT

This course introduces students to the world of international business and management bystudying cultural influences, government, and business structures in our global economy.

Students also learn about trade relations, international finance and legal and labor agreements.Also covered, are topics on information needs, production systems, marketing and promotion.

Objectives:

By taking this course, students should be able to:y In general, provide a theoretical and practical basis for conducting effective global

communication;

y In general, examine the role of managing cultural synergy within the global business environment

with emphasis on organizational and interpersonal communication and negotiation skills, and,

more specifically;

y Develop an understanding of cultures and subcultures and the role they play in communicating

and negotiating effectively in a global business environment;y Increase understanding of universal systems as they relate to communicating and negotiating in a

global setting;

y Examine contrasting cultural values and their impact on the international communication andnegotiating process,;

y Evaluate verbal thought patterns and nonverbal cues as they relate to conducting business abroad

or in a multicultural domestic environment;


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M402 - PROJECT MANAGEMENT

Objectives:

The course has been designed to create an awareness of the need for systematic management of projects.

This application-oriented course provides the skill in executing various projects, starting from project

identification till project termination.

Topics:

1 System approach to PM. Defining project goalsa. Generation and Screening of project idea ( Brain storming )

b. Market demand and situational analysis ( Controllable & uncontrollable

factors)

2 Project proposala. Technical Feasibility analysis

b. Financial Feasibility analysis

c. Operational Feasibility Analysis of project

d. Risk analysis at various stages

3 Creating Cross functional project teama. Define accountability & responsibility matrix.

b. Define escalation levels. Resource allocation.

4 Creating project schedulesa. WBS, Schedule charts, Defining critical mile stones.

b. Network scheduling

5 Project control & reportinga. Cost, time & Quality control

b. Control process , Setting variance limits , Performance Indexc. Monitoring. Project review meeting , follow up on MOM

d. Closing the contract , Project summary & learninge. Project documentation and handoverf. Responsibility termination.

Core Text Book:

1. Project management for Business and Technology Principles & PracticeII edn , John M. Nicolas

Reference Books:

1. Projects: Planning analysis, & selection Sixth Edn Prasanna Chandra

2. Project management in new product developmentBruce T Barkley

3. Chandra Prasanna.: Project Preparation, Appraisal, Budgeting andImplementation. 3rd ed., New Delhi, Westville, 1995.


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M403 - STRATEGIC MARKETING

Objectives:

Being a capstone course of the Marketing Module, some of the key objectives of this course are:

y To help students sharpen their analytical abilities in integrating strategic marketing decision in a

comprehensive manner.y To become familiar with the concepts and framework in marketing strategy, strategic market

planning, competition analysis and in creating competitive advantage.

y To relate marketing in the context of the whole organization with special emphasis on strategic

management.

Topics:

1. Overview of Marketing Strategy - Relationship with Corporate Vision, Mission and Objectives.Market-led strategic management. (2)

2. Strategic Marketing analysis Identification of attractive markets, Industry/ business analysis andsustaining competitive advantage. (2)

3. Segmentation, Targeting and positioning principles - The process of market definition -Determining alternative market or segment attractiveness Making market and segment choices -

Alternative targeting strategies - Principles of competitive positioning - Communicating the competitiveposition (4)4. Product &

Syllabus Booklet-PGDMM [2010-2012]

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Transcript of Syllabus Booklet-PGDMM [2010-2012]