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DEVI AHILYA VISHWAVIDYALAYA, INDORE

PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE

MBA (Marketing Management)

CURRICULUM [NEW] AY2010-12

Semester Code List of Subjects

I MM 101 FUNDAMENTALS OF MANAGEMENT

MM 102 BUSINESS COMMUNICATION

MM 103 ORGANIZATIONAL BEHAVIOUR

MM 104 PRINCIPLES OF MARKETING MANAGEMENT

MM 105 ACCOUNTING FOR MARKETING MANAGERS

MM 106 INFORMATION TECHNOLOGY FOR MANAGERS

MM 107 STATISTICAL METHODS FOR BUSINESS DECISIONS

MM 108 RETAIL MANAGEMENT

MM 109 COMPREHENSIVE VIVA VOCE

II MM 201 HUMAN RESOURCE MANAGEMENT

MM 202 FINANCIAL MANAGEMENT

MM 203 OPERATIONS MANAGEMENT

MM 204 QUANTITATIVE TECHNIQUES

MM 205 E-BUSINESS FUNDAMENTALS

MM 206 MARKETING RESEARCH

MM 207 BUSINESS ETHICS AND MANAGEMENT BY VALUES

MM 208 CUSTOMER RELATIONSHIP MANAGEMENT


III MM 301 DEVELOPMENT AND MANAGEMENT OF INFORMATION SYSTEMS

MM 302 SUPPLY CHAIN MANAGEMENT

MM 303 MARKETING STRATEGIES

MM 304 CONSUMER BEHAVIOUR

MM 305 ADVERTISING, SALES PROMOTION AND PUBLIC RELATIONS

MM 306 SALES MANAGEMENT AND MERCHANDIZING

MM 307 FINANCIAL SERVICES

MM 308 ENTREPRENEURSHIP


IV MM 401 SERVICE MARKETING

MM 402 RURAL MARKETING

MM 403 INDUSTRIAL MARKETING

MM 404 INTERNATIONAL MARKETING

MM 405 DIRECT AND EVENT MARKETING

MM 406 PRODUCT AND BRAND MANAGEMENT

MM 407 ADVANCED IT TOOLS

MM 408 MAJOR RESEARCH PROJECT / MARKETING DECISIONS


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FIRST SEMESTER

MM-101 : FUNDAMENTALS OF MANAGEMENT

COURSE OBJECTIVE:

Objectives of this course are to help the students gain understanding of the functions and

responsibilities of the manager, provide them tools and techniques to be used in the performance

of managerial job, and enable them to analyze and understand the environment of the

organization.

EXAMINATION SCHEME:

The faculty member will award marks out of a maximum of 40 marks for the internal

performance of the student. The semester examination will be worth 60 marks. It will have two

sections A and B. Section A, worth 45 marks will consist of five theory questions, out of which

students will be required to attempt any three questions, and Section B will comprise of one or

more case(s), worth 15 marks.

COURSE CONTENTS:

1. Concept of Management: Functions and Responsibilities of Managers, Fayol's Principles

of Management, Management Thought; the Classical School, the Human Relations

School, Systems theory, Contingency Management, Developing Excellent Managers.

2. Planning: Nature and Purpose of Planning, the Planning Process, Principles of Planning,

Types of Planning, Advantages and Limitations of Planning.

3. Concept and Nature of Objectives: Types of Objectives, Importance of Objectives,

Setting objectives, Management by Objectives (MBO) Benefits and weaknesses of MBO.

4. Strategies and Policies: Concept of Corporate Strategy, formulation of Strategy, Types of

Strategies, the Strategic Planning Process, the TOWS Matrix, the Portfolio Matrix, Three

Generic Competitive strategies by Porter, Effective Implementation of Strategies, Types

of Policies, Principles of formulation of Policies, Decision Making Process, individual

Decision Making Models.

5. Organizing: Nature and Purpose of Organizing, Basis of Departmentation, Span of

Management, Determinants of Span of Management, Line and Staff Relationship, Line-

Staff Conflict, Bases of Delegation, Kinds of Delegation, Delegation and

Decentralization, Methods of Decentralization.

6. Controlling: Concept and Process of Control, Control Techniques, Human Aspects of

Control, Control as a feedback system, Feedforward Control, Preventive Control, Profit

and Loss Control, Control through Return on investment, the Use of Computer for

Controlling and Decision Making, the Challenges created by IT as a Control Tool.

TEXT READINGS:

1. Harold Koontz, O'Donnell and HeinzWeihrich (1992). Essentials of Management, New

Delhi, Tata McGraw Hill.

2. R. D. Agrawal (1995). Organization and Management, New Delhi, Tata McGraw Hill.

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SUGGESTED READINGS:

1. Harold Koontz, HeinzWeihrich (1994). Management: A Global Perspective, New Delhi,

McGraw Hill, 10th Edition.

2. Robert Krietner (1999). Management, Houghton Miffin Co., 7th Edition.

MM-102 : BUSINESS COMMUNICATION

COURSE OBJECTIVE:

The objectives of the course are to help the students acquire the basics of interpersonal

communication and public speaking, so as to improve his communication skills and ability to

understand others.

EXAMINATION SCHEME:




students will be required to attempt three questions. Section B will comprise one or more case(s)

worth 15 marks.

COURSE CONTENTS:

1. Introduction: Defining Communication, Process of Communication, Communication Model,

Objectives of Communication, Principles of Effective Communication, Importance of

Business Communication, and Importance of Feedback.

2. Factors Affecting Communication: Perception and Reality, Physical, Mechanical and

Psychological Barriers to Communication, Effective Listening- Types and Essentials of

effective listening.

3. Channels, Types and Forms of Communication: Verbal, Non-verbal, Formal, Informal,

Internal, External and Communication Networks.

4. Designing for Effective Communication: Understanding the Composition Process, Defining

the Purpose, Analyzing the Audience, Establishing the main idea, Selecting the Appropriate

Channel and Medium, Transactional Analysis.

5. Fundamentals of Business Writing: Adaptation and Selection of Words, Construction of clear

Sentences and Paragraphs, Writing for Effect, Basic Patterns of Business Letters, Directness

in Good News and Neutral Situations, Indirectness in Bad News and Persuasive Messages,

Dealing with Print and Electronic Media.

6. Employment Messages: Writing Résumé's: Controlling the Format and Style, Tailoring the

Contents, Choosing the Best Organizational Plan, Writing the Perfect Resume. Application

Letters: Writing the Opening Paragraph, Summarizing the Key Selling Points, Writing the

Closing Paragraph.

7. Reports and Proposals: Using Reports and Proposals as Business Tools, Completing and

Writing Reports and Proposals.

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TEXT READINGS:

1. William V. Ruch (1991). Business Communication, Maxwell Macmillan, New York.

2. Lani Arredono (1994). The McGraw-Hill 36-Hour Course: Business Presentation,

McGraw-Hill, New York.

3. Bill Scott (1995). The Skills of Communication, Jaico, Bombay.

4. Ronald E. Dulek and John S. Fielden (1990). Principles of Business Communication,

McMillan, New York.

MM-103: ORGANIZATIONAL BEHAVIOUR

COURSE OBJECTIVE:

Objective of this course is to help students to understand human Behaviour in organizations so

that they improve their managerial effectiveness.

EXAMINATION SCHEME:




students will be required to attempt three questions. Section B will comprise one or more case(s)

worth 15 marks.

COURSE CONTENTS:

1. Foundations of Individual and Organizational Behaviour: OB Models, Personality-

Determinants and Attributes, Values, Job Attitudes, Learning and Learning Theories,

Perception – Meaning, Process, Factors affecting Perception and Cognitive Dissonance

theory, Hawthorne Studies

2. Motivation: Needs, Contents and Processes; Maslow's Hierarchy of Needs, Herzberg's Two

Factor theory, ERG theory, Vroom's Expectancy theory, Reinforcement theory and

Behaviour Modification.

3. Foundations of Group Behaviour: Defining and Classifying Groups, Group Structure and

Processes, Process of Group formation, Group Decision Making, Group v/s Team, Team

Effectiveness, and Decision Making.

4. Leadership: Trait theories, Behavioral theories-- Ohio State Studies, Michigan Studies, and

Managerial Grid. Contingency theories-- Fiedler's Model, Hersey and Blanchard's Situational

theory, Leader-Member Exchange theory, Path Goal theory, Charismatic Leadership.

5. Conflict: Intra-individual Conflict, Interpersonal Conflict, Intergroup Conflict,

Organizational Conflict, Transitions in Conflict Thought, Functional versus Dysfunctional

Conflict, Conflict Process, Conflict Management Techniques.

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6. Organizational Change and Stress Management: forces of Change, Resistance to Change,

and Lewin's Three-Step Model, Stress Management-Potential Sources, Consequences and

Coping Strategies for Stress.

7. Quality of work life (QWL) – Concept, Benefits and difficulties of QWL, Strategies for

improving QWL.

8. Organizational Culture: Definition, Uniform Cultures, Relevance of Culture, Creating and

Sustaining Culture, How Employees Learn Culture.

TEXT READINGS:

1. Stephen P. Robbins (2000). Organizational Behaviour: Concepts, Controversies, and

Applications, New Delhi, Prentice Hall, 9th Edition.

2. Fred Luthans (1998). Organizational Behaviour, New York, McGraw Hill, 8th Edition.

3. Bill Scott (1995). The Skills of Communications, Jaico Publications, Bombay.

4. John W. Newstrom and Keith Davis (1993). Organizational Behaviour: Human

Behaviour at Work, New Delhi, Tata McGraw Hill.

SUGGESTED READINGS:

1. Upinder Dhar and Santosh Dhar (2002). Case Method in Management Education: Text

and Illustrations, Excel, New Delhi.

MM-104 : PRINCIPLES OF MARKETING MANAGEMENT

COURSE OBJECTIVE:

The objectives of this course are to provide the students exposure to modern marketing concepts,

tools, and techniques, and help them develop abilities and skills required for the performance of

marketing functions.

EXAMINATION SCHEME:



sections, A and B. Section A, worth 45 marks, will consist of five questions, out of which

students will be required to attempt three questions, Section B will comprise of one or more

cases/problems, worth 15 marks.

COURSE CONTENTS:

1. Marketing Concepts: Customer Value and Satisfaction, Customers Delight,

Conceptualizing Tasks and Philosophies of Marketing Management, Value chain,

scanning the Marketing Environment.

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2. Market Segmentation, Targeting, Positioning: Market segmentations, levels of market

segmentations, patterns, procedures, requirement for effective segmentation, evaluating

the market segments, selecting the market segments, tool for competitive differentiation,

developing a positioning strategy.

4. Product Decision: Objectives, Product classification, Product-Mix, Product life cycle

strategies, equity, challenges, repositioning branding, introduction and factors

contributing the growth of packaging, introduction of labeling.

5. Pricing Decision: Factors affecting price, pricing methods and strategies.

6. Distribution Decisions: Importance and Functions of Distribution Channel,

Considerations in Distribution Channel Decisions, Distribution Channel Members.

7. Promotion Decisions: A view of Communication Process, developing effective

communication, Promotion-Mix elements.

9. Emerging Trends in Marketing: An introduction to Internet Marketing, Multi level

Marketing, and Introduction of CRM & EVENT marketing.

TEXT READINGS:

1. Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha (2009). Marketing

Management - A South Asian Perspective, New Delhi: Pearson Education India,

Thirteenth Edition.

2. Willam J. Stanton, Michael J. Etzel and Bruce J. Welker (1995). Fundamentals of

Marketing Management, New York: Mc Graw Hill, 10th Edition.

3. Philip Kotler (1998). Marketing Management, Planning Analysis and Control, New

Delhi, Prentice Hall of India, 9th Edition.

SUGGESTED READINGS:

1. William L. Pride and O.C. Ferrell (1993). Marketing Concepts and Strategies, Boston:

Houghton Mifflin Co., 8th Edition.

MM 105: ACCOUNTING FOR MARKETING MANAGERS

COURSE OBJECTIVE:

Objectives of this course are to acquaint the students with basic concepts of Financial

Accounting, Cost Accounting and their use in Decision Making.

EXAMINATION SCHEME:


performance of the student. The Semester Examination will be worth 60 marks. It will have two

Section, A and B. Section A, worth 24 marks will comprise of four theory questions out of which

a student will be required to attempt any two questions. Section B worth 36 marks will contain

five practical/numerical problem(s) and / or Case(s) out of which a student will be required to

attempt any three questions. The questions should be more related on decision making.

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COURSE CONTENTS:

1. Introduction to Accounting: Meaning of Accounting, Concepts, Conventions, Concept of

Double Entry System of Accounting, Rules for Debit and Credit Entries, Types of Accounts,

Journalizing the Transactions, Posting Entries in Ledger Accounts, Triple Column Cash

Book, Preparation of Trial Balance.

2. Preparation of Final Accounts: Differentiation Between Capital and Revenue Expenditure

and Receipt, Trading Account, Profit and Loss Account, Balance Sheet, Adjustment Entries

3. Depreciation: Concept of Depreciation, WDV and SLM Methods, Retrospective Effect.

4. Introduction to Cost Accounting: Nature, Role, Scope, Concept of Cost Centers and Cost

Units, Classification of Cost by Nature and Behaviors, Concept of Cost Centre and Cost

Unit, Understanding Difference Between Cost Reduction and Control, Concept of Cost

Statement or Cost Sheet, Total Cost Management.

5. Service Costing: Concept and Nature of Service Costing, Transport Costing, Power House

Costing, Canteen Costing.

6. Budgeting: Concept of Budgeting Control, Objective and Functions of Budgeting, Fixed and

Flexible Budgeting, Types of Budget; Production Budget, Total Operating Budget and its

Constituents, Cost of Goods Sold Budget, Administrative Expenses Budget, Sales Budget,

Selling Expenses Budget, Cash Budget, Zero Based Budget.

7. Cost Analysis for Decision Making: Make or Buy Decisions, Accept or Reject Decisions,

Sell or Process Further Decision, Replace or Retain Decision, Operate or Shutdown

Decision.

8. Recent Developments: Understanding concept and importance of (IA) Inflation Accounting

and (HRA) Human Resources Accounting. Concept of Responsibility Centre, Measures of

Non Financial Performance, Product Life Cycle Costing. Introduction to Accounting

Software such as Tally.

TEXT READINGS:

1. Dr. Jawaharlal, “Accounting for Manager”, Himalaya Publishing House, Fifth

Revised Edition, 2009

2. O.S.Gupta, P.Kothari, “Accounting for Managers”, Frank Bros. & Co., II Edition,

2005.

3. S. N. Maheshwari, “Accounting for Management”, Vikas Publishing House, New

Delhi: III Edition, 2008.

4. M. N. Arora, “Cost Accounting, Principles and Practice”, Vikas Publications, New

Delhi: X Edition 2008.

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SUGGESTED READINGS:

1. S.P. Iyangar, “Cost Accounting”, Sultan Chand & Sons, VIII Edition 1998.

2. R.P.Rastogi, “Graded Problems and Solutions in Financial Management”,

Galgotia Publication, New Delhi, 5th Edition 2000.

MM-106: INFORMATION TECHNOLOGY FOR MANAGERS

COURSE OBJECTIVE:

The objective of this course is to help students to understand the basics of Information

Technology, Computer Hardware, Software, Applications, Databases, Internet and related issues.

Special emphasis shall be laid on helping the students to acquire high degree of proficiency in

GUI-based applications in various functional areas of management.

EXAMINATION SCHEME (External 40 + Practical 20 + Internal 40):


performance of the student. A panel of internal and external examiners will conduct the viva-

voce examination at the end of the semester and award marks to the student out of a maximum of

20 marks. The semester examination carrying 40 marks will have eight questions out of which

students will be required to attempt any five questions.

COURSE CONTENTS:

1. Fundamental of Computer System: History of computers, Generations of computers,

Architecture of computers and types of computers. Computer Hardware: Input, Output,

Processing, Storage and Networking devices with their working principals. Software:

System and Application Software. Computer Languages: Levels/ Generation of

Languages and their Features. Compilers, Interpreters and Assemblers.

2. Number System: Introduction to Number System, Decimal, Binary, Octal, Hexadecimal,

their inter conversions, arithmetic and uses in computer system.

3. Operating Systems: Introduction, types and functions. DOS: External and Internal

Commands and Features. WINDOWS: Basic Operations, Utilities and Features. UNIX:

Introduction, Features and Basic Commands (like: pwd, cp, cd, rm, mv, ls, cat, mkdir, ch

mod, rmdir, who, who am i, banner, date, kill).

4. Application Software (MS-Office)

MS Word: Word Basics, Formatting Text and Documents, Working with Headers,

Footers and Footnotes, Tabs, Tables and Sorting, Working with Graphics, Templates,

Wizards and Sample Documents, Introduction to Mail Merge and Macros.

MS Excel: Excel Basics, Rearranging Worksheets, Excel Formatting Tips and

Techniques, Introduction to Functions, Excel's Chart Features, Working with Graphics,

Using Worksheet as Databases, Automating "what-if" Projects.

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MS PowerPoint: PowerPoint Basics, Creating Presentation, Working with Text Graphics,

pictures, audio and video in Power Point.

5. Database Management System: Concepts of Data and Information, Introduction and

Purpose of DBMS, Database Languages, Database Administrator, Database Users, MS

Access: Database Creation, Screen/Form Design, Report Generation Using Wizard.

6. Internet: Concepts and Services, Hardware and Software Requirements, Type of Internet

Connections, Advantages and Disadvantages of Internet, Modems, World Wide Web, E-

mail, Chat, Browsers, Search Engines. Overview of Intranets and Extranets.

7. Computer Virus, Trojan Horse and Worms and their Prevention

TEXT READINGS:

1. Lucas, Henry C., Information Technology for Management, New Delhi, Tata McGraw-

Hill, 2008.

2. Suresh K. Basandra, Computers Today, New Delhi, Galgotia Publications Pvt. Ltd.,

Updated Ed., 2004. 3. P.K. Sinha, Computer Fundamentals, New Delhi, BPB Publications, Fourth Ed., 2007.

4. Annettema Stultz, Learn DOS In A Day, New Delhi, BPB Publications, 1994.

5. Laurie Ulrich, Teach Yourself Microsoft Office 2000 in 21 days, New Delhi, Techmedia,

1999.

6. Christian Crumlish, ABCs of the Internet, New Delhi, BPB Publications, Second Eds.,

1998.

7. Das, Sumitabha, Unix Concepts and Applications, New Delhi, Tata McGraw Hill Pub.

Co. Ltd., Fourth Ed., 2006.

8. Abraham S. H.F. Korth, S. Sudarshan. Data Base System Concepts, New York, Mc Graw

Hill Inc., 1997.

SUGGESTED READINGS:

1. Behl, Ramesh, Information Technology for Management, New Delhi, Tata McGraw-Hill,

2009.

2. S. Jaiswal, Information Technology Today, New Delhi, Galgotia Publications Pvt. Ltd.,

2001.

3. Alexis Leon and Mathews Leon, Fundamentals of Information Technology, New Delhi,

Vikas Publishing House Pvt. Ltd., 1999.

4. Deepak Bharihoke, Fundamentals of Information Technology, New Delhi, Excel Books,

2000.

5. Ron Mansfield, The Compact guide to Microsoft office, New Delhi, BPB Publications,

1999.

6. David Garrett. Intranets Unleashed, New Delhi, Techmedia,1998.

7. Muneesh Kumar, Business Information Systems, New Delhi, Vikas Publishing House

Pvt. Ltd., 1999.

8. Gini Courter, and Annette Marquis, Microsoft Office 2000 No Experience Required,

New Delhi, BPB Publications, 1999.

9. David Garrett. Intranets Unleashed, New Delhi, Techmedia,1998

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MM 107 : STATISTICAL METHODS FOR BUSINESS DECESIONS

COURSE OBJECTIVE:

The objectives of the course are to equip the students with the mathematical and statistical

techniques and their application to business problems. The emphasis will be on the concepts and

application rather than derivations.

EXAMINATION SCHEME:


performance of the student. The Semester Examination will be worth 60 marks. Cinsisting of two

section A and B. Section A, worth 24 marks, will consist of three theory questions out of which

student will be required to attempt any two questions. Section B, worth 36 marks will have five

numerical/ practical problems out of which a student will be required to attempt any three

questions.

COURSE CONTENTS:

1. Introduction to Statistics: Meaning and Definition of Statistics, Scope and Limitations of

Statistics, Role of Statistics in Management Decisions, Introduction to Measurement of

Central Tendency and Variations.

2. Probability Theory and Probability Distributions: Concepts, additive, multiplicative,

conditional probability rules, Baye's Theorem, Binomial, Poisson and Normal

distributions- their characteristics and applications.

3. Time Series: Time Series and its Components, Analysis, Models of Time Series, Methods

of Studying Components of Time Series: Measurement of trend (moving average,

exponential smoothing and least squares method), Measurement of seasonal variations

(simple average, trend, and moving average method) Measurement of cyclic variations

(residual method).

4. Correlation & Regression: Correlation (Karl Pearson's and Spearman's Coefficient),

Methods of computing simple correlation and regression.

5. Testing of Hypothesis: Hypothesis testing and statistical influence (Introduction to

methodology and Types of errors) introduction to sample tests for univariate and

bivariate analysis using normal distribution, f-test, t-test, z-test and chi square test.

TEXT READINGS:

1. J.K. Sharma, Mathematics for Management and Computer Applications, New Delhi,

Galgotia Publication.

2. R. K. Ghosh and S. Saha (1999). Business mathematics and statistics, Calcutta, New

Central Book Agency 9th Edition.

3. S. Saha (2000). Business Mathematics and Quantitative Techniques, Calcutta, Central

Book Agency.

4. Richard I. Levin and D.S. Rubin (2000). Statistics for Management, New Delhi: Prentice

Hall of India.

5. S. P. Gupta (2001). Statistical Methods, New Delhi, Sultan Chand and Sons.

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SUGGESTED READINGS:

1. J. N. Kapur and H. C. Saxena (2001). Mathematical Statistics, New Delhi, Sultan Chand

and Company Ltd., 20th ed.

2. D. C. Sancheti and V. K. Kapoor (2001). Statistics: Theory, Methods and Applications,

New Delhi: Sultan Chand and Sons.

3. D.N. Elhance, Veena Elhance and B. M. Aggrawal (1996). Fundamentals of Statistics,

Allahabad: Kitab Mahal.

MM 108: RETAIL MANAGEMENT

COURSE OBJECTIVE:

The Objective of the course is to provide the students exposure to Retail Management Concepts

to help them develop skills and abilities required to manage Retail Outlet.

EXAMINATION SCHEME:


performance of the student. The semester examination will be worth 60 marks. It will have four

sections A, B, C and D. Section A will be of 20 Marks having 5 questions (short answer type)

worth 4 marks each, Section B will be of 10 Marks having 5 questions (objective type) worth 2

marks each, Section C will be of 15 Marks having 2 questions (Essay type) worth 7.5 marks each

and Section D will be of 15 Marks having One or more cases (open ended or closed ended).

COURSE CONTENTS:

1. Introduction to Retail Management: Meaning of Retail and Retailing, Types of

Retailers, Retailing scenario in India.

2. Retail Market Strategy and Consumerism: Meaning of Retail Market Strategy,

Specifics for Gaining Sustainable Competitive Advantage, Standalone Stores – The

Oldest Retail Format, Standalone Stores – The Oldest Retail Format, Rural Retailing, The

Strategic Retail Planning Process, Shopping Trends in Indian Retail Market.

3. Planning and Merchandise Management for Retail Outlets: Meaning of Merchandise

Management, Categorizing the Buying Process, Setting Objectives for Merchandising

Plan, Sales Forecasting for Retailing, Determining the Assortment Planning Process,

Buying Systems, Open-to-Buy System.

4. Location Selection and Strategies for Retail Outlets: Factors Influencing Retailer’s

Choice of Location, Types of Location Site and Retail, Retail Location Strategies,

Factors Affecting the Location of Retail Outlet, Retail Location Research and

Techniques, Retail Organization Designs and Structures.

5. Marketing Management and Related Issues in Retailing: Meaning of Retail

Marketing, Store Design and Layout, Role of Pricing in Retail Market, Factors Affecting

Retail Pricing, Pricing Strategies and Approaches, Importance of Promotion in Retailing,

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Forms of Retail Promotion and Communicating with Customers, Factors Affecting

Choice of Communication Methods, Campaign Management.

6. Store Loyalty Management and Visual Merchandising: Types of Customers, Meaning

of Customer Loyalty, Variables Influencing Store Loyalty, Building Loyalty Through

Advocating Certain Essential Factors, Helping Customers in Their Planned/Unplanned

and Impulse Buying Decisions, Motives for Shopping and within the Store Factors, Store

Loyalty Model, Influencing Customer Behaviour Through Visual Merchandising, Value

Added Through Private Labels.

7. Common Woes in Retailing: Focus on Safety/Security at Retail Outlets, Handling of

Inventory Shrinkages, Measures to Reduce Shoplifting, Importance of Data Security,

Retail Security-Indian Scenario, Parking Space Problems at Retail Centers.

8. Mall Management: Meaning of ‘Franchising’, Franchise Market, Franchising in India,

Growth Potential, Trends for Indian Franchising, Mall Management, Factors or

Parameters Affecting the Success of Malls, Size and Few Well known Malls.

TEXT READINGS:

1. Suja Nair (2006). Retail Management, Mumbai: Himalaya Publishing House.

2. Ogenyi Omar (1999). Retail Marketing, London: FT Pitman Publishing.

SUGGESTED READINGS:

1. Barry Berman and Joel R. Evans (2002). Retail Management: A Strategic Approach,

New Delhi: Pearson Education.

2. M. V. Kulkarni (2005). Retail Marketing Management, Pune: Everest Publishing House.

3. Dunne Lusch, Retail Management, Cengage Learning India Pvt. Ltd., New Delhi, 2002.

4. A Shiva Kumar, Retail Marketing, Excel Books, New Delhi, 2007.

MM 109 : COMPREHENSIVE VIVA VOCE

COURSE OBJECTIVE:

The objective of this paper is to judge the knowledge gained by the student over the course of the

first semester.

EXAMINATION SCHEME:

During the last month of the semester, a comprehensive viva voce will be held, where overall

performance of students will be evaluated. The marks obtained by students will be out of 100.

COURSE CONTENTS:

ALL SUBJECTS AT THE FIRST SEMESTER

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SECOND SEMESTER

MM-201 : HUMAN RESOURCE MANAGEMENT

COURSE OBJECTIVE:

The objectives of this course are to help the students develop an understanding of the dimensions

of the management of human resources, with particular reference to HRM policies and practices

in India. Attention will also be paid to help them develop their communication and decision

making skills through case discussions, role-plays etc.

EXAMINATION SCHEME:


performance of the student. The Semester examination will be worth 60 marks. It will have two

sections, A and B. Section A, worth 45 marks, will contain five theory questions out of which

students will be required to attempt three questions. Section B will comprise of one or more

cases, worth 15 marks.

COURSE CONTENTS:

1. The Field of HRM: An Overview, Concept and Functions, Personnel to HRM, ASTD

HRM Model.

2. Acquisition of Human Resources: Objectives, Policies and Process of Human Resource

Planning, Human Resource Planning in Evolving Small and Entrepreneurial

Organization, Job Analysis, Job Description, Job Specification, Job Design (Nature of

Job Design, Job Characteristics, Reengineering Jobs, Using Teams in Jobs ,Advantages

and Disadvantages of Team Jobs, Consequences of Job Design), Recruitment,, Promotion

and Transfer.

3. The Human Resource Organization : Structure of Human Resource Management, Role

and Responsibilities of the Human Resource Selection, induction, Placement Department

(Administrative, Operational and Strategic Role of HR).

4. Human Resource Policies: formulation and Essentials of Sound HR Policies.

5. Development of Human Resources: Training and Development, Evaluation of Training

and Performance Appraisal (Appraising individual and Team Performance), introduction

to Career and Succession Planning.

6. Maintenance of Human Resources: Job Evaluation, Designing and Administering the

Wage and Salary Structure, Wage Systems, Grievance Handling Procedure.

7. Separation Processes: Turnover, Retirement, Layoff, Retrenchment and Discharge, VRS

(Mechanism of VRS, VRS in Public Sector and Private Sector), Rehabilitation of Surplus

Employees.

8. Emerging Trends and Challenges in HRM: Economic & Technological Change, Work

force Availability and Quality, Enhancing Organizational Performance, Expanding

Human Capital, Ethics and HRM, HR Management Competencies and Careers -

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Knowledge of Business Organizations and Organization Culture, influence and Change

Management, Specific HR Knowledge and Expertise.

TEXT READINGS:

1. Michael Armstrong (2001). A Handbook of Human Resource Practice, London, Kogan

Page, 8th Edition.

2. David S. Decenzo and Stephen P. Robbins (1988). Personnel/Human Resource

Management, New Delhi, Prentice Hall, 3rd Edition.

3. Robert L. Mathis and John H. Jackson (1995). Human Resource Management, 9th Edn.,

South Western College Publishing.

SUGGESTED READINGS:

1. William B. Werther Jr. and Keith Davis (1993). Human Resources and Personnel

Management, Singapore, McGraw Hill, 4th Edition.

2. Arun Monappa and Mirza S. Saiyadain (1995) Personnel Management, New Delhi, Tata

McGraw Hill.

3. P Subba Rao (2000). Essentials of Human Resource Management and industrial

Relations: Text, Cases and Games, Mumbai, Himalaya.

4. Biswajeet Patanayak (2001). Human Resource Management, New Delhi, Prentice Hall

India.

5. Holloway J. Ed. (1996). Performance Measurement and Evaluations, New Delhi, Sage

Publications.

6. Guy V. & Mattock J. (1993). The New international Manager, London, Kogan Press.

MM 202: FINANCIAL MANAGEMENT

COURSE OBJECTIVE:

The objectives of this course is to provide are to help the students learn the concepts, tools and

skills of financial analysis, financial management, and application in the efficient marketing as

well as conduct of business.

EXAMINATION SCHEME:



Section, A and B. Section A, worth 24 marks will comprise of four theory questions out of which

a student will be required to attempt any two questions. Section B worth 36 marks will contain

five practical/numerical problems and / or Cases out of which a student will be required to

attempt any three questions. The questions should be more related on decision making.

COURSE CONTENTS:

1. Introduction: Concept, Nature, Scope, and Objective of Financial Management, Finance

Functions, Sources of Finance.

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2. Ratio Analysis: Liquidity, Activity, Profitability and Leverage Ratios. Interpretation of

ratios.

3. Break Even Analysis: Concept of Break Even Analysis, Contribution Analysis and Segment

Contribution and Their use in Profit Planning.

4. Leverage Analysis: Operating Financial and Combined Leverages. Management Usages of

These Leverages.

5. Cost of Capital: Concept of Capital Structure, Cost of Debt, Cost of preference Share

Capital, Cost of Equity Share Capital, Weighted Average Cost of Capital.

6. Capital Budgeting: Time value of money, Non Discounted Cash Flow Methods; Pay Back

Method, Average Rate of Return, Discounted Cash Flow Methods; Net Present Value

Method, Internal Rate of Return Method, Discounted Pay Back Method, Profitability Index.

7. Working Capital: Concept, Need and Determinants, Cash Management, Receivable

Management.

TEXT READINGS:

1. Brigham & Ehrhardt, ‘Financial Management’, Cengage Learning, 2009

2. I.M.Pandey, “Financial Management”, New Delhi: Vikas Publication House, 9th Ed.,

2005.

3. M.Y.Khan & P.K.Jain, “Financial Management”, Delhi: Tata Mc Graw Hill, 5TH

Edition 2008.

4. Sharma & Gupta, “Financial Management”, Kalyani Publication, 4th

Edu, 2003

SUGGESTED READINGS:

1. Prasanna Chandra, “Financial Management”, New Delhi: Tata Mc Graw Hill, 7th

Edu,

2008

2. R.P.Rastogi, “Graded Problems and Solutions in Financial Management”, Galgotia

Publication, New Delhi, 5th Edition 2000.

3. Ravi M Kishore, “Financial Management”, Taxmann, 6th Edu, 2008.

16

MM 203: OPERATIONS MANAGEMENT

COURSE OBJECTIVE:

The objective of this course is to help the students understand the concepts of production

function, inventory control, quality control, purchasing and materials management, and

application of technical models and techniques for solving production problems.

EXAMINATION SCHEME:



Sections, A and B. Section A, worth 24 marks, will consist of four theory questions out of which

student will be required to attempt any two questions. Section B, worth 36 marks will have five

numerical problem(s)/practical problem(s)/Case(s) out of which a student will be required to

attempt any three questions.

COURSE CONTENTS:

1. Introduction to Production and Operations Management: Nature of Production /

Operations Management, Production Function and Its Environment, Functions of

Production/Operations Manager, Organization of Production Function.

2. Facilities Planning: Product Selection and Design, Service Design, Process and

Technology Selection, Location of Manufacturing / Service Facility, Layout of

Manufacturing/Service Facility, Layout Design

3. Resources Requirement Planning: Capacity Planning, Machines and Labour Planning

(Computations of Number of Machines and Number of Workers) and Learning Curve

Application. Production Planning and Control: Aggregate Production Planning, Materials

Requirement Planning – I,II and III.

4. Operations Scheduling and Production Activity Control for Mass Manufacturing.

(Assembly line Balancing Using Priority Rules - Rank Positional Weight, Longest

Activity Duration and Largest Number of Successors), Batch Processing

(Sequencing Using Run - out Time) and Job Shop - n-Jobs on Single Machine (Using

EDD, SPT, FCFS, ST, CR), n-Jobs on Two/Three Machines (Johnson's Rule), 2-Jobs on

m-Machines (Graphical Method - Aker's Algorithm)

5. Quality Control: Quality Control Function, Acceptance Sampling (Single Sampling,

Double Sampling and Multiple Sampling), Statistical Process Control, Operating

Characteristics Curve and Its Applications (for Attributes and Variables), Application of

Control Charts (C-chart, P-chart, X and R charts), Quality Circles, Quality

Improvements, Introduction to Six Sigma Quality Concept and Its Role in Quality

Management, Preventive and Breakdown Maintenance.

6. Materials Management: Management in Relation to Materials: Meaning, Definition,

Areas, Objectives, Importance, Role of Materials Manager, Integrated Materials

Management, Materials Planning, Materials Identification, Codification and

Standardization

7. Purchasing Management: Organization, Principles, Procedures and Systems, Sourcing:

Factors Affecting Selection of Sources, Vendor Evaluation Methods, Negotiation and

17

Buyer-Seller Relations, Inventory: Importance and Scope, Selective Inventory Control,

Cost Concept in Inventory, Types of Inventory Problems, Inventory Control Models,

Economic Order Quantity

TEXT READINGS:

1. R. Paneerselvam. Production and Operations Management, New Delhi, Prentice Hall of

India Publications, 2000.

2. S.N.Chary, Cases and Problems in Production and Operations Management, New Delhi,

Tata McGraw Hill Publications, 5th Edition, 2000.

3. Joseph G. Monks, Operations Management, New York, McGraw Hill Publications, 1996.

4. Donald W. Dobler, Lamer Lee Jr. and David N. Burt, Purchasing and Materials

Management, New Delhi, Tata Mc Graw Hill, 4th Edition, 1994.

SUGGESTED READINGS:

1. James R. Evans, David R. Anderson, Dennis J. Sweeney and Thomas A. Williams,

Applied Production and Operations Management, New York, West Publishing Company,

first Edition, 1985.

2. Elwood S. Buffa and Rakesh K. Sarin, Modern Production, Operations Management,

Singapore, John Wiley and Sons, 8th Edition, 1994.

3. Everett E. Adam Jr. and R.J. Ebert, Production and Operations Management, New Delhi,

Prentice Hall of India Publications, 2000.

4. P.Gopalkrishnan and M. Sundaresan, Materials Management: Integrated Approach, New

Delhi, Prentice Hall of India, 1996.

5. Richard B Chase and Nicholas J. Aquilano, Production and Operations Management:

Manufacturing and Services, Chicago, Irwin, 1996.

MM-204 : QUANTITATIVE TECHNIQUE

COURSE OBJECTIVE:

The objectives of this course are to help the students acquire quantitative tools, and use these

tools for the analysis and solution of business problems. The emphasis will be on the concepts

and application rather than derivations.

EXAMINATION SCHEME:


performance of the student. The Semester examination will be worth 60 marks. It will have two

Sections, A and B. Section A, worth 24 marks, will consist of three theory questions out of

which student will be required to attempt any two questions. Section B, worth 36 marks will

have five numerical/ practical problems out of which a student will be required to attempt any

three questions.

COURSE CONTENTS:

18

1. Quantitative Techniques and Operations Research: Meaning, Scope of Quantitative

Techniques and Operations Research in Management, Advantages and Limitations of

Quantitative Techniques.

2. Linear Programming: Meaning of Linear programming, General Mathematical

formulation of LPP, Graphical Analysis, Simplex Method, Two-phase method, Big-M

Method, Duality and post optimality analysis Advantage and limitations of LPP.

3. (a) Transportation Model: Mathematical Formulation, Initial Basic Feasible Solution,

Vogel's Approximation Method, Optimization (Minimization and Maximization)

using Modified Distribution Method and Stepping Stone Method.

(b) Assignment Problem: Assignment Model as a particular case of transportation

model, formulation of assignment problems, Solution of assignment problems

using Hungarian Method (Minimization and Maximization, Route Allocation).

4. Replacement Models: Introduction, Scope in Management, Single Equipment

Replacement Model and Group Replacement

5. Game Theory: Introduction to Games, Maximin and Minimax Principles, Pure and Mixed

Strategies, Solutions of Games using -Algebric and Graphical Methods, Game Theory

and Linear Programming.

6. Markov Chain Analysis: Computation of sequential probability of states for different

periods, steady state probability of states and application of Markov Chain.

8. Simulation: Introduction to simulation, Monte Carlo Technique and its applications.

TEXT READINGS:

1. S. D. Sharma (2002). Operations Research, Meerut: Kedar Nath Ram Nath and Co., 8th

Edition.

2. N. D. Vohra (2000). Quantitative Techniques, New Delhi: Tata McGraw Hill

Publications, 15th Edition.

3. Hamdy A. Taha (1996). Operations Research: An Introduction, New Delhi: Prentice Hall

of India Pvt. Ltd.

4. Haruly M. Wagner (1996). Principles of Operations Research with application to

managerials decisions, New Delhi: Prentice Hall of India Pvt. Ltd, 2nd Edition.

5. V. K. Kapoor (2001). Problems and Solutions in Operations Research, New Delhi: Sultan

Chand and Sons.

MM 205: E-BUSINESS FUNDAMENTALS

COURSE OBJECTIVE:

The objective of this course is to help students to understand the basics of Electronic Business,

Electronic Commerce and related issues.

EXAMINATION SCHEME (External 60 + Internal 40):


performance of the student. The semester examination carrying 60 marks will have eight

questions out of which students will be required to attempt any five questions.

19

COURSE CONTENTS:

1. E-Business: Fundamentals, E-Business Framework, E-Business Application, Network

Infrastructure for E-Business. Implementation issues of E-Business.

2. Electronic Payment System: Type of E-payment, Digital Token-Based E-payment, Smart

Card, Credit Card Payment Systems, Risk on E-payment, Designing E-payment System,

Role of Banking in Electronic Payment.

3. Inter-Organization Management: EDI Application in Business, Standardization and EDI,

EDI Software Implementation, VANs (Value Added Network), Internet Based EDI. Case

studies on EDI.

4. E-Business and Marketing: Internet Marketing Vs Physical Offline Marketing, Internet

Marketing Methodology, Creating an Online Presence: Website promotion, Internet

Advertising, Traffic and Brand Building, Online Pricing, Online Market Research, Legal

problems of Real time marketing and information marketing, Electronic customer

support, personalization and consumer benefits.

5. Web-catalogues, Business Care for Documents Library, Type of Digital Documents,

Documents Infrastructure, Multi-media, Digital Video and Data Warehouses.

6. E-business Standard, Cyber Laws, Cyber Crimes and Frauds, Types and Tools of

Hacking. Security and E-business: Client-server Security, Data and Message Security,

Document Security, Firewalls.

7. Future of Electronic-Business: Mobile and Wireless Computing Fundamentals and

Applications, Virtual Factory, Web Portals and Vortals concepts, Strategies for

Electronic Business.

TEXT READINGS:

1. Jawadekar, Waman, S. Management Information System-A Digital-Firm Perspective,

New Delhi, Tata McGraw-Hill, 2009.

2. Parag Diwan and Sunil Sharma, E-Commerce, New Delhi, Excel Books, First Ed., 2000.

3. Ravi Kalakotta and B. Whinston, Frontiers of E-Commerce, New Delhi, Addison-

Wesley, 2000.

SUGGESTED READINGS:

1. Daniel Amor, The E-Business (R) Evolution, New Delhi, Prentice Hall, PTR, 2000.

2. MatthewReynolds, Beginning of E-Commerce, New Delhi, Shroff Publication, 2000.

3. Kamlesh K. Bajaj and Debjani Nag, E-Commerce, New Delhi,Tata McGraw Hills, 2001.

4. R. Kalakotta and M. Robinson, E-Business: Roadmap for Success, New Delhi,

Addison-Wesley, 2000.

20

MM-206 : MARKETING RESEARCH

COURSE OBJECTIVE:

The objectives of the course are to equip the students with the concept and methods of Business

Research. The students will be able to plan, design and carry out business research using

scientific methods and prepare research report(s) / paper(s).

EXAMINATION SCHEME:

The faculty member will award marks out of a maximum of 40 marks for the internal performance of the

student. The students will have to take up a minor Research project based on Research Methods. The

semester examination will be worth 60 marks. It will have four sections A, B, C and D. Section A will be

of 20 Marks having 5 questions (short answer type) worth 4 marks each, Section B will be of 10 Marks

having 5 questions (objective type) worth 2 marks each, Section C will be of 15 Marks having 2 questions

(Essay type) worth 7.5 marks each and Section D will be of 15 Marks having One or more cases (open

ended or closed ended).

COURSE CONTENTS:

1. Introduction to Research Methods: Role and objectives of business research, types of

research, research process: Overview, problems encountered by researcher.

2. Research Design: Selecting research problem, defining research problem, need for

research design, features of a good research design and different research designs

(exploratory, descriptive, experimental and diagnostic research, hypothesis testing).

3. Sampling Theory and Design of Sample Survey: Census Vs Sample Enumerations,

Objectives and Principles of Sampling, Types of Sampling, Sampling and Non-Sampling

Errors.

4. Data Collection and Analysis: Collection, Organization, Presentation, Analysis and

Interrelation of Primary and Secondary Data, Multiple Regression, Factor Analysis, Cluster

Analysis, Perceptual Mapping, Multidimensional Scaling, Discriminant and Canonical

Analysis, Conjoint Analysis.

5. Measurement of Scaling Concepts: Measurement in research, measurement scales, sources of

errors in measurement, Techniques of developing measurement tools, classification and

testing (reliability, verification and validity) scales, Designing questionnaires and interviews.

6. Interpretations and Report Writing: Meaning of interpretation, techniques of Interpretation,

precautions in interpretation, significance of report writing, steps in report writing, layout of

report and precautions in writing research reports.

TEXT READINGS:

1. William G. Zikmund, Business Research Methods, Orlando: Dryden Press.

2. C. William Emory and Cooper R. Donald (1991). Business Research Methods, Boston,

Irwin, 4th Edition.

3. Fred N Kerlinger, Foundations of Behavioural Research, New Delhi: Surjeet

Publications.

SUGGESTED READINGS:

1. David Nachmias and Chava Nachmias, Research Methods in the Social Sciences, New

York: St.Marlia's Press.

2. C. R. Kothari, Research Methodology: Methods and techniques, New Delhi: Vishwa

Prakashan.

21

MM 207: BUSINESS ETHICS AND MANAGEMENT BY INDIAN VALUES

COURSE OBJECTIVE:

The objective of this course is to help students gain an understanding of Business Ethics and

application of Indian Values in Managerial Decision making.

EXAMINATION SCHEME:


performance of the student. The examination paper of 60 marks will consist of two sections, A

and B. The section A, carrying a total of 36 marks, will have five theory questions, two from Part

I and three from Part II. The student will be required to attempt in total three questions, out of

which at least one has to be from each part. Section B will be consisting of one or more case(s)

carrying 24 marks.

COURSE CONTENTS:

PART I- BUSINESS ETHICS

1. The Nature and Purpose of Ethical Reflections: Introduction, Definition of Ethics, Moral

Behavior, Characteristics of Moral Standards.

2. Business Ethics: Mediating between Moral Demands and Interest-Relative Autonomy of

Business Morality, Studies in Business Ethics, Role of Ethics in Business, Theory of

Voluntary Mediation, Participatory Ethics.

3. Moral Responsibility: Introduction; Balanced Concept of Freedom; Individual

Responsibility, Implications Related to Modern Issues- Public Accountability and

Entrepreneurial Responsibility, Moral Corporate Excellence, Corporate Responsibility.

4. Business Ethics and Individual Interest: Interest based outlook, Impact of Interest on

Moral Goals and Moral Principles, Utilitarian Views on Business Ethics, Enlightened

Egoism.

5. Introduction of Duty Ethics in the Business Environment

6. Introduction to the Theories of Virtue: Productive Practices and Team Motivation;

Prospects of Virtues in Business Ethics and Management Theory

PART II -MANAGEMENT BY INDIAN VALUES

1. The Sources of Indian Values and Ethos: Introduction to Vedas, Sashtras, Smrities,

Purans, Upanishads, Mahabharata, and Valmikee Ramayana, Gurugranth Sahib, Quran,

and Bible, Teachings of Buddha and Mahaveer.

2. The Models of Leadership and Motivation in Indian Thoughts.

3. Human Behavior: The Guna Theory, The Karma Theory, The Sanskara Theory.

4. Personal Effectiveness and Managerial Effectiveness in Indian Thoughts Management of

Self, Interpersonal Effectiveness, Nishkam Karma Yoga, Professionalism and

Effectiveness.

22

5. Indian Heritage and Productivity: Productive Efficiency and Spirituality, Business

Environment and Applications of Indian Ethos, Competition and Cooperation.

6. Cultural Heritage of India and its Relevance for Management. Cases in Business Ethics

and Management by Indian Values.

SUGGESTED READINGS:

1. Peter Pratley, The Essence of Business Ethics, New Delhi, Prentice Hall of India, 1997.

2. S.K. Chakraborty, Ethics in Management-Vedantic Approach, New Delhi, Oxford India

Ltd., 1999.

3. Swami Someswarananada, Business Management Redefined-the Gita Way,Mumbai,

Jaico Publishing House, 2000.

4. Swami Jitatmananda, Indian Ethos for Management, Rajkot, Ramakrishna Ashrama,

1996.

5. William K. Frankena, Ethics, New Delhi, Prentice Hall of India, 1989.

6. Norman E. Bowle and Ronald F. Duska, Business Ethics, New Jersey, Prentice Hall Inc.,

1990.

7. S. K. Chakraborty, Managerial Transformation by Values, New Delhi, Sage Publication,

1990.

8. S. K. Chakraborty, Management by Values, New Delhi, Oxford University Press, 1992.

9. Ahmedabad Management Association (AMA), Ancient Indian Wisdom for Self-

development, Ahmedabad, AMA, 1995.

10. Swami Someswarananda, Indian Wisdom for Management, Ahmedabad Management

Association, Ahmedabad, AMA, 1996.

11. Narayana, Transformation to Transcendence-Breakthrough Ideas for Leadership in the

New Millennium, Ahmedabad, AMA, 2000.

12. Ahmedabad Management Association (AMA), Inspirations from Indian Wisdom for

Management, Ahmedabad, AMA, 1998.

13. Ahmedabad Management Association (AMA), Ancient Indian Wisdom for Motivation,

Ahmedabad, AMA, 1997.

14. G. Narayana, The Responsible Leader-A Journey Through Gita, Ahmedabad, AMA,

2000.

15. Swami Rangnathananda, Universal Message of the Bhagvad Gita, Vol.1, 2 and 3,

Calcutta, Advaita Ashrama, 2001.

16. S. K. Chakraborty, Managerial Effectiveness and Quality of Work life-Indian Insights,

New Delhi, Tata McGraw Hill Publishing House, 1991.

23

MM 208: CUSTOMER RELATIONSHIP MANAGEMENT

COURSE OBJECTIVE:

The Objective of the course is to develop understanding and applications of the concept and

principles of CRM in a retail services context.

EXAMINATION SCHEME:


performance of the student. The semester examination will be worth 60 marks. It will have four

sections A, B, C and D. Section A will be of 20 Marks having 5 questions (short answer type)

worth 4 marks each, Section B will be of 10 Marks having 5 questions (objective type) worth 2

marks each, Section C will be of 15 Marks having 2 questions (Essay type) worth 7.5 marks each

and Section D will be of 15 Marks having One or more cases (open ended or closed ended).

COURSE CONTENTS:

1. Introduction to CRM: Definition and concepts of CRM, Components of CRM,

Understanding the goal of CRM and Customer Touch Points.

2. Managing Customer Relationships: Understanding and managing customer expectations,

Developing customer confidence, Building relationships by adding value to the customers,

Managing customer contact strategies (face-to-face, e-mail, telephone, internet etc.), Dealing

with difficult situations.

3. Developing CRM Strategy: Role of CRM in business strategy, Understanding Service

Quality: Technical, Functional, and dimensions of service quality, Managing Customer

communications.

4. Measuring Performance of CRM: Setting standards, Customer Satisfaction, and Portfolio

Profitability.

5. e-CRM: Merging CRM and the Internet, New customer expectations, Importance of e-

CRM, Delivering CRM on and off the Internet.

TEXT READINGS:

1. Judith W. Kincaid, Customer Relationship Management: Getting It Right, New Jersey:

Prentice Hall, New Delhi, 2003.

24

SUGGESTED READINGS:

1. Jon Anton, Customer Relationship Management, Prentice Hall of India, New Delhi,

1996.

2. Madhavi Garikaparthi, CRM – The New Face of Marketing, ICFAI Press, Hyderabad,

2002.


COURSE OBJECTIVE:


second semester.

EXAMINATION SCHEME:



COURSE CONTENTS:

ALL SUBJECTS AT THE SECOND SEMESTER

25

THIRD SEMESTER

MM 301: DEVELOPMENT AND MANAGEMENT OF INFORMATION SYSTEMS

COURSE OBJECTIVE:

The objective of this course is to help students to understand the basics of Information Systems,

and issues related to development and management of Information Systems.

EXAMINATION SCHEME (External 60 + Internal 40):


performance of the student. The semester examination carrying 60 marks will have eight

questions out of which students will be required to attempt any five questions.

COURSE CONTENTS:

1. Introduction to Information Systems: Definition, Concepts and Recognition of

Information Systems, Information Systems and Society, Information Systems and

Organization, Business as a System, Technological Versus Behavioural Aspects, A

Framework for Managerial End Users, Characteristics of different Management levels

and their information requirements.

2. Information Systems for Operations, Management and Strategic Advantage: Information

Systems for Business Operations - Transaction Processing Systems and Office

Automation Systems; Information Systems for Management Control - Knowledge Work

Systems and Management Information Systems; Information System for Decision

Making and Strategic Advantage - Decision Support Systems, and Executive Support

Systems. Competitive Strategy Concepts, Strategic Role for Information Systems,

Strategic Information Systems and Managerial End Users.

3. A System Approach to Problem Solving: The Scientific Method, The System Approach,

Understanding a Problem or Opportunity, Developing a Solution, Implementing a

Solution, The Principle of Synergy.

4. System Concepts and the Information Systems Environment: Definition, Characteristics

of a System, Central Objective, Elements of a System, Types of Systems, the Systems

Development Life Cycle, the Role of System Analyst, Information Processing Concepts.

5. Information System Analysis and Planning: Initial Investigation, Feasibility Study and

Cost/Benefit Analysis, the Tools of Structured Analysis - DFDs, Data Dictionary,

Decision Trees, and Decision Tables, IPO and HIPO. Information System Planning

Process.

26

6. Information System Design: Systems Design Considerations, Input / Output Form

Design, File Organization and Data Base/File Design, Programme Design, Design of

Online Dialogue, Data Models.

7. Information System Implementation, Change Management and Control.

TEXT READINGS:

1. O'Brien, James A.; Marakas, George M. and Ramesh Behl, Management Information

Systems, New Delhi, Tata McGraw-Hill, 2009.

2. Elias M. Awad, System Analysis and Design, New Delhi, Galgotia Publishing Pvt. Ltd.,

Fourth Ed., 2007.

3. OZ, Effy, Management Information Systems, New Delhi, Cengage Learning, 2008.

SUGGESTED READINGS:

1. James A Senn, Analysis and Design of Information Systems, New Delhi, McGraw Hill

Publishing Company, 1998.

2. Muneesh Kumar, Business Information Systems, New Delhi, Vikas Publishing House

Pvt. Ltd., 1999.

3. Kenneth C. Laudon and Jane P. Laudon, Management Information Systems:

Managing the Digital Firm, Eight Edition, New Delhi, Pearson Education, 2004.

4. James A. O'Brien, Management Information Systems, New Delhi, Galgotia

Publications Pvt. Ltd., 1996.

5. Kenneth C. Laudon and Jane P. Laudon, Management Information Systems, New

Delhi, Prentice Hall of India Pvt. Ltd., 2000.

MM-302 : SUPPLY CHAIN MANAGEMENT

COURSE OBJECTIVE:

The course is designed to explain basic theory and techniques of logistics to examine the issues

and problems associated with logistics in a changing business environment, and to show how

logistics can improve an enterprises effectiveness and competitiveness. Student would be

encouraged to use computer software packages for problem solving.

EXAMINATION SCHEME:


performance of the student. Semester examination will be worth 60 marks. It will have two

sections A and B. Section A worth 45 marks will consist of five theoretical questions and Section

B worth 15 marks will have one or more cases.

COURSE CONTENTS:

1. Introduction to logistics : Its interface with production and marketing; measures of

logistics

27

2. Supply Chain Management

3. Logistics system analysis and design

4. Warehousing and distributing centers, their location; transportation systems; facilities and

services

5. Dispatch and routing decisions and models

6. Inventory management decisions

7. Logistics audit and control

8. Packaging and materials handling

9. International logistics management

10. Logistics future directions.

TEXT READINGS:

1. Ballau, Renald H (1992). Business Logistics Management, Englewood Cliffs, New York:

Prentice Hall Inc.

2. Beal K. (1990). A Management Guide to Logistics Engineering, U. S. A. Institute of

Production Engineering.

3. Benjamin S. B. (1996). Logistics Engineering and Management, Englewood Cliffs, New

York: Prentice Hall Inc..

4. Bowersox, D J and Closs, D. J. (1986). Logistics Management: A system Integration of

Physical Distribution, New York: MacMillan.

5. Christopher, M. (1992). Logistics and Supply Chain Management: Strategies for

Reducing Costs and Improving Services, London: Pitsman.

6. James C.J. and Wood, Donald F. (1990). Contemporary Logistics, New York:

Macmillan.

7. Shapiro, R. (1995). Logistics Strategy: Cases and Concepts, St.Paul,West.

8. B. S. Sahay (1994). Supply Chain Management, New Delhi: Wheeler.

MM-303 : MARKETING STRATEGIES

COURSE OBJECTIVE:

The course objective is to expose the students to formulation and implementation of various

marketing strategies and mechanisms of their application and controls.

EXAMINATION SCHEME:


performance of the student. The semester examination will carry 60 marks having two sections,

A and B. Section A, carrying 45 marks, will have five questions out of which students will be

required to attempts three questions. Section B will have a case worth 15 marks which will be

compulsory.

28

COURSE CONTENTS:

1. Meaning, Need and Process of Strategic Management : Business Policy, Corporate

Planning and Strategic Management; Single and Multiple SBU organisations; Strategic

Decision-Making Processes - Rational-Analytical, Intuitive-Emotional, Political -

Behavioural; Universality of Strategic Management; Strategists at Corporate Level and at

SBU Level; Interpersonal, Informational and Decision Roles of a Manager.

2. Mission, Business Definition and Objectives : Need, Formulation and changes in these

three; Hierarchy of objectives, Specificity of Mission and Objectives.

3. The strategies role of marketing : Corporate, business and marketing strategies,

definition, components of strategy, hierarchy of strategies, strategic planning systems,

characteristics of effective planning systems.

4. Process of formulating and implementing marketing strategy : Market opportunity

analysis, customer analysis, implementation and control.

5. Business Strategies and their marketing implications : Defining strategic business unit,

business unit objectives, allocating resources within the business unit, the business units

competitive strategy. BCG Growth share Matrix, GE Matrix, Shell's Matrix.

6. Formulation of marketing strategies : For new market entries, mass market penetration,

Niche penetration, skimming and early withdrawl,objectives of alternative pioneer

strategies.

7. Marketing strategies : For leaders, challengers and followers.

8. Controlling marketing strategies and programmes : control process, setting standards of

performance, specifying and obtaining feedback data, corrective action, strategic

controls, product market entry controls.

TEXT READINGS

1. Boyde Walker and Lawreche (1995). Marketing Strategy : Planning and Implementation,

Chicago : Irwin, 2nd Edition.

2. Philip Kotler (1994). Marketing Management : Analysis, Planning, Implementation and

Control, New Delhi : PHI, 8th Edition.

MM-304 : CONSUMER BEHAVIOUR

COURSE OBJECTIVE:

The objectives of this course are to help students gain an understanding of Consumer Behaviour

and their applications.

EXAMINATION SCHEME:


performance of the student. The semester examination, carrying 60 marks will have two sections

A & B. Section A, worth 45 marks will have five theory questions. Section B carrying 15 marks

will have one or more case(s).

29

COURSE CONTENTS:

1. Introduction to the Study of Consumer Behavior: Nature, Scope and application.

2. Environmental Influences on Consumer Behavior: Cultural, social, personal, family

and situational influences, opinion leadership and life style marketing: characteristic of

culture, cross cultural understanding, nature of social class, Social class and consumer

behaviour, nature and significance of personal influence, marketing implications of

personal influence, significance of family in consumer behaviour and family life cycle,

opinion leadership forms.

3. Consumer as an Individual: Involvement and motivation, knowledge, attitude, values,

Personality, learning and life style, Dimensions of involvement and its marketing

imprecations, nature and role of motive, classifying motive, characteristics, functions and

sources of attitudes, attitude theory and model, characteristics and classification of

learning, personality theory and application, psychographics.

4. Consumer Decision Processes

a. Pre-purchase process: Information processing,

b. Purchase Processes: Consumer Decision rules.

c. Post purchase processes: Framework, dissonance satisfaction / dissatisfaction.

5. Consumer Behaviour Models

a. Nicosia Model .

b. Howard Sheth Model

c. Engel-Blackwell and Miniard Model

d. Sheth Family Decision Making Model.

6. CRM: CRM and Consumer Behavior, Consumer Roles, Market Values and CRM.

TEXT READINGS:

1. Leon G. Schiffman and Lustic Lazar Kanuk (1995). Consumer Behaviour, Prentice Hall,

6th Edition.

2. William L. Wilkie (1994). Consumer Behaviour, John Wiley and Sons, New York, 3rd

Edition.

3. Dish Sheth, Banwari Mittal and Bruce I. Newman (1999). Consumer Behaviour and

Beyond.

SUGGESTED READINGS:

1. James F.Engel, Roger D.Blackwell, and Paul W.Miniard (1990). Consumer Behaviour,

Dryden Press, Chicago, 6th Edition.

2. David L. Loudon and Albert J. Della Biita (1993). Consumer Behaviour, McGraw Hill,

4th Edition.

3. Suja R.Nair (2001). Consumer Behaviour, New Delhi, Himalaya Publishing House, 1st

Edition.

30

MM-305 : ADVERTISING, SALES PROMOTIONAND PUBLIC

RELATIONS

COURSE OBJECTIVE:

The objectives of this course are to explain to the students the advertisement function and the

methods of sales promotion.

EXAMINATION SCHEME:


performance of the student. The semester examination will be worth 60 marks, having two

sections A & B. Section A carrying 45 marks, will have five theory questions out of which

students will be required to attempt three questions. Section B worth 15 marks will have one

or more case(s).

COURSE CONTENTS:

1. Nature of Advertising: Definition and significance, Kinds of advertising, advertising

agency structure, function and process, Client agency relationship.

2. Campaign Planning : product market analysis, setting advertising objectives,

advertising budgets.

3. Media Decisions : Types of media , factors affecting media selection, Scheduling.

4. Message Design : Creative strategy, appeals, message format and copywriting, layout

and illustration

5. Sales Promotion: Nature, Purpose and types of sales promotion activities, factors

affecting sales promotion.

5. Advertising research : Copy testing, Message testing

6. Introduction to Public Relations: History, Theory, Public Relations' role in organizations,

The PR practitioner as a consultant.

8. Public Relations Campaigns. Utilizing the principles and techniques of public relations to

create comprehensive campaigns for actual clients.

TEXT READINGS:

1. Mahendra Mohan, Advertising Management : Concepts and Cases, New Delhi : Tata

McGraw Hill, New Delhi.

2. S. R. Chunawala & K. C. Sethia, Foundations of Advertising, New Delhi : Himalya

Publication House.

3. David Aaker, Rajeev Batra and John Myers. Advertising Management, New Delhi:

Prentice Hall.

4. George E. Belch and Michal A.Belch. (1993). Introduction to advertising and promotion

: An integrated Marketing Communication perspective. U.S.A : Irwin, 2nd Edition.

5. Scott M. Cutlip, Allen H. Center, and Glen M. Broom(1985). Effective Public Relations.

Printice-Hall, Inc. : New Delhi.

31

MM-306 : SALES MANAGEMENT AND MERCHANDIZING

COURSE OBJECTIVE:

The objectives of this course are to expose the students to various aspects of sales and

distribution management as an integral part of marketing management, and provide abilities in

sales and distribution system.

EXAMINATION SCHEME:


performance of the student. The semester examination, carrying 60 marks, will have two

sections, A and B. Section A, worth 45 marks, will have five theory questions out of which

students will be required to attempt three questions. Section B, carrying 15 marks, will contain

one or more cases.

COURSE CONTENTS:

1. Personal Selling: The Role of personal selling in marketing mix. The personal selling

process, Personal selling objectives, Types of Sales Jobs.

2. Theories of Sales Management: objectives, Nature and Scope. Buyer - Seller Dyads,

Theories of selling - AIDAS Theory, "Right set of circumstances" Theory, "Buying

Formula" Theory, and Behavioural Equation Theory of selling.

3. Sales Planning : Sales Organization, Sales Forecasting, Sales Budgeting, Territory

Design and Setting Quotas.

4. Operational Sales Management: Selection, Training, Motivation and Compensation,

Evaluation and Control of Sales Force.

5. Distribution: Design of Distribution Channel, Management of Channels, Managing Co-

operation, Conflict and Competition, Vertical and Horizontal Marketing Systems.

6. Wholesaling and Retailing: Importance, Types, Marketing Decisions for Wholesalers,

Retailing: Importance, Types, Retailer Marketing Decisions.

7. Physical Distribution: Objectives, Order Processing, Warehousing Inventory,

Transportation, Organizing for Physical Distribution, EDI and supply chain, Internet as a

medium for order processing and Information.

TEXT READINGS:

1. Philip Kotler, Principles of Marketing Management, New Delhi, Prentice Hall of India,

Millennium Edn. 1998.

2. Cundiff and Govni, Sales Management - Decisions, Strategy and Cases, New Delhi:

Prentice Hall of India, 1997.

SUGGESTED READINGS:

1. Watuba R. Thomas ., Sales Management-Texts and Cases, Business Publication Inc.

2. Johnson, Kurtz and Scheving (1994). Sales Management,Concept Practice and Cases,

McGraw Hill NY.

3. S. L. Gupta (2000). Sales and Distribution Management, New Delhi: Excel.

3. F. L. Lobo (1998). Sales and Distribution Management, New Delhi: Global Business

Press.

32

MM 307: FINANCIAL SERVICES

COURSE OBJECTIVE:

The course enables the students to gain insight knowledge relating to the various aspects of

financial services. The course is an effort to understand the nature of emerging financial services

and their regulatory framework, guidelines and management in the present scenario.

EXAMINATION SCHEME:



Section, A and B. Section A, worth 45 marks, will have five theory questions, out of which

students will be required to attempt three questions. Section B, worth 15 marks, will have one or

more case(s)/numerical problem(s).

COURSE CONTENTS:

1. Financial Services: Nature, Scope and Types of Financial Services, Institutions Providing

Financial Services, Types of Financial Services, Introduction and Type of Non-Banking

Financial Services.

2. Mutual funds: Introduction to Mutual Funds, Types of Mutual Fund Schemes, Policy

Guidelines, Procedure to Issue Mutual Fund Scheme, NAV Calculations, Entry & Exit Load,

Advantages of Mutual Fund and Fundamentals to choose a Mutual Fund. Case Study of New

Mutual Fund Schemes in India

3. Leasing and Hire Purchase: Meaning and Types of Leasing and Hire Purchase, Evaluation

of Lease or Buy Decision in Leasing, Evaluation of Hire Purchase, Tax Aspects of Leasing

and Hire Purchase, Advantages and Disadvantages of Leasing and Hire Purchase.

4. Factoring and Forfaiting: Meaning, Types of Factoring, Mechanism of Factoring and

Forfaiting, Evaluation of Factoring, Advantages and Disadvantages of Factoring, Forfaiting

and Bill Discounting, Concept of Acceptance House.

5. Venture Capital Finance: Meaning and Nature of Venture Capital Finance, Stages in

Venture Capital Financing.

6. Consumer Credit: Categories of Installment Credit, Introduction, Meaning, Types of Credit

and Debit Cards, Mechanism of Credit Card and Debit Card and Advantages and

Disadvantages of Debit and Credit Cards.

7. Other Services: Credit Rating Agencies in India, Concepts and Benefits. Introduction and

Types of Derivatives, Concept of Depository Services, Introduction to Brokerage Services,

Concept of Merger and Acquisitions.

33

8. Insurance Services: Meaning of Risk, Kinds of Insurance Business, General Principles of

Insurance and Advantages of Insurance

9. Banking Services: Concepts, Types, Structure and their Significance

TEXT READINGS:

1. Vasant Desai, “Financial Market and Financial Services”, Himalaya Publishing

House, First Edition 2009

2. Shashi K. Gupta and Nisha Agrawal, “Financial Services”, Kalyani Publication., 2007

3. M.Y. Khan, “Financial Services”, Tata Mc Graw Hill, 4th

Edu, 2008.

4. B.S.Bhatia, G.S.Batra, “Management of Financial Services”, Deep and Deep

Publications, 2008.

5. J. C. Verma, “Credit Rating:Practice and Procedure”, Delhi:Bharat Law House 3rd

Edu, Pvt. Ltd, 2000

SUGGESTED READINGS:

1. Machiraju,H.R.,“Merchant Banking”, New Age International Pub.Ltd.,Wiley Estern

Ltd., 2000

2. Pandian,Punithavathy, “Financial Services and Markets”, Vikas Publishing House

Private Ltd.,2009.

MM 308: ENTREPRENEURSHIP

COURSE OBJECTIVE:

The Objective of this course is to acquaint the participants with the basic concept of

Entrepreneurship and the support system provided for the entrepreneurial development in India

EXAMINATION SCHEME:


performance of the student. The Semester Examination, carrying 60 marks will have two

Sections, A and B. Section A, worth 45 marks, will have five theory questions, out of which


more cases.

COURSE CONTENTS:

1. The Entrepreneurial Development Perspective: Concept of Entrepreneurship

Development, Evolution of the concept of Entrepreneur, Entrepreneur Vrs. Intrapreneur,

Entrepreneur Vrs. Entrepreneurship, Entrepreneur Vrs. Manager, Attributes and

characteristics of a successful entrepreneur, Role of Entrepreneur in Indian economy and

developing economies with reference to self-employment development, Entrepreneurial

Culture

34

2. Creating Entrepreneurial Venture: Business Planning process, Environmental

Analysis – Search and Scanning, Identifying problems and Opportunities, Defining

Business Idea, Basic Government Procedures to be complied with

3. Project Funding and Management: Technical, Financial, Marketing and Management

Feasibility, Estimating and Financing Funds requirement – Schemes offered by various

commercial banks and financial institutions like IDBI, ICICI, SIDBI, SFCs, Venture

Capital Funding, Angel Financing

4. Entrepreneurship Development and Government: Role of Central Government and

the State Governments in promoting Entrepreneurship – Introduction to various

incentives, subsidies and grants – Export oriented Units – Fiscal and Tax Concessions

available, Role of following agencies in the Entrepreneurship development – District

Industries Centres (DIC), Small Industries Service Institute (SISI), Entrepreneurship

Development Institute of India (EDII), National Institute of Entrepreneurship & Small

Business Development (NIESBUD), National Entrepreneurship Development Board

(NEDB), Entrepreneurship Development Cells (EDCs), Technology Business Incubator

Units (TBIUs)

5. Intellectual Property: Definitions of Intellectual Property, The importance of

Intellectual Property, Patent Basics, Trademarks and Copyrights, Defining, executing and

protecting IP, How to identify and work with patent attorneys

TEXT READINGS:

1. Vasant Desai (2000), Dynamics of Entrepreneurial Development and Management,

Himalaya Publishing House, Mumbai

2. Colombo Plan Staff College for Technical Education, Manila (CRISP, Bhopal)(1998),

Entrepreneurship Development, Tata McGrawHill, New Delhi [ISBN 0-07-463329-5]

3. Donald F. Kuratko, Richard M. Hodgetts (2007), Entrepreneurship Theory, Process

and Practice, South Western, Delhi [ISBN 81-315-0380-1]

SUGGESTED READINGS:

1. Dr. Aruna Kaulgud, Entrepreneurship Management, Thompson Publishing

2. Prof. Satish Taneja, Dr. S.L. Gupta (2001), Entrepreneurship Development – New

Venture Creation, Galgotia Publishing Co., New Delhi {ISBN 81-85989-59-1]

3. S S Khanka (2006), Entrepreneurial Development, S. Chand & Co. Ltd., New Delhi

[ISBN 81-219-1801-4]

35


COURSE OBJECTIVE:


third semester.

EXAMINATION SCHEME:



COURSE CONTENTS:

ALL SUBJECTS AT THE THIRD SEMESTER

36

FOURTH SEMESTER

MM-401 : SERVICE MARKETING

COURSE OBJECTIVE:

The objectives of the course are to expose students to the nature of industrial and service markets

and develop abilities to help them apply marketing concepts in these markets.

EXAMINATION SCHEME:





more cases.

COURSE CONTENTS:

1. Services: Service Sector and Economic Growth, Service Concept, Characteristics and

Classification of Service, Challenges in Service Marketing.

2. Strategic Issues in Service Marketing: Segmentation, Differentiation and Positioning of

Services.

3. Marketing Mix in Services Marketing: Product, Price, Place, Promotion, People,

Physical Evidences and Process Decisions.

4. Designing a Service Strategy: Service Management Process; Internal, External and

Interactive marketing strategies.

5. Managing Service quality and Productivity: Concept, Dimensions and process; service

quality models (Gronnos and Parsuraman) Application and Limitations, Productivity in

Services.

6. Applications of Service Marketing: Marketing of Financial, Hospitality, Health,

Educational and Professional Services, Marketing for Non-Profit Organizations and

NGOs.

TEXT READINGS:

1. Christopher H. Lovelock (1996). Services Marketing, New Delhi: Prentice Hall of India,

3rd Edition.

SUGGESTED READINGS:

1. Ravi Shankar (1998). Services Marketing, New Delhi, Global Press, 2nd Edition.

2. V. A. Zeithamal and M. J. Bitner (2002). Service Marketing: Integrating Customer

Across the Firm, McGraw Hill.

37

MM-402 : RURAL MARKETING

COURSE OBJECTIVE:

The objectives of this course are to expose the students to various aspects of rural, event and

direct marketing as an integral part of marketing management, and developed an understanding

of rural, event and direct marketing.

EXAMINATION SCHEME:





one or more cases.

COURSE CONTENTS:

1. Rural Marketing Scenario: Concept, definition, importance, nature and scope of rural

marketing. Problems in Rural Marketing

2. Rural Market Structure: Demographic Environment, Physical Environment, Economic

Environment, Political Environment, Technological Environment, Size of rural market.

3. Rural Economy: The Economic Scenario in Rural India, the rural economic structure,

rural occupation pattern and employment structure, income and consumption, rural

infrastructure and government policies, sources of rural finance.

4. Rural Consumer Behavior: Factors affecting consumer behavior, characteristics and

Psychology of rural consumer.

5. Product, branding and packaging, Distribution in the rural markets, types of rural

channels, selection and management of channels, factors influencing channel decisions,

retailing, transportation, warehousing, Promotion in Rural Markets: role of advertising,

sales promotion, publicity, and personal selling in rural markets.

6. Rural Marketing Strategies: Rural Market Segmentation, Targeting ,Selection of

Segments, Coverage of segments, Positioning, Product Strategies, Pricing Strategies,

Distribution Strategies, Promotion Strategies.

7. Marketing of Farm Products: Marketing Function, Components of Marketing Functions,

Packaging, Packing, Advantages of Packing, Packing Materials, Types of Materials for

Packing, Marketing of Seeds, Manure, Fertilizers, Pesticides, Feeds for Live Stock,

Farming Equipments and Chemicals.

8. Innovation in Rural Marketing: Role of Innovations in rural markets, Importance of

Information and Communication Technology (ICT) in rural distribution.

9. Cooperative Marketing and Emergence of Organized Retailing in rural markets.

38

TEXT READINGS:

1. CSG Krishnamacharyulu and Lalitha Ramakrishnan (2000). Rural Marketing-Text and

Cases, Singapore: Pearson Education Asia, Ist Edition.

2. T.P.Gopalswamy (1998). Rural Marketing - Environment Problems and Strategies,

Wheeler Publishing.

3. R.V. Badi and N.V. Badi, Rural Marketing, Himalaya Publishing House, First Edition,

Mumbai, 2004

SUGGESTED READINGS:

1. Pradeep Kashyap and Siddhartha Raut, The Rural Marketing Book, Biztantra, New

Delhi, Revised Edition, 2008

2. S.L. Gupta, Rural Marketing, First Edition, Wisdom Publications, Delhi, 2004

3. O.S. Shrivastava, Rural Marketing, Quality Publishing Company, New Delhi, 2004

MM-403 : INDUSTRIAL MARKETING

COURSE OBJECTIVE:

The objectives of this course are to expose the student to various aspects of Industrial Marketing

and develop abilities in Industrial marketing.

EXAMINATION SCHEME:




students will be required to attempt three questions. Section B, worth 15 marks, will have one

or more cases.

COURSE CONTENTS:

1. The nature and concepts of Industrial Marketing : Industrial Vs Consumer marketing,

economics of industrial demand. Resellers marketing.

2. Understanding Industrial Marketing : Organizational Customers, Governmental agencies,

Institutions, Classifying Industrial Products, Characteristics of organizational

procurement.

3. Industrial Marketing Environment : Strategies for Managing the Industrial Marketing

Environment.

4. Organizational Buying and Buyer Behaviour: Concepts and Models of Organizational

Buying Behaviour

5. Interpersonal dynamics of Industrial Buying Behaviour : Buying center involvement

and interaction patterns, joint decision-making, conflict and resolution in joint decision-

making, the buying committee, supplier choice and evaluation.

6. The strategic planning process in industrial marketing.

39

7. Industrial Market Segmentation : basis for Segmenting Industrial markets, Target

Marketing and Positioning.

8. Formulating channel strategies: Marketing channel participants, Physical distribution and

customer service, Formulating the marketing communication - Personal selling,

Advertising, sales promotion and publicity.

9. Business Pricing: Price determinants, Pricing decisions.

TEXT READINGS:

1. Robert R.Reeder, Edward G.Brierty, and Betty H. Reeder. (1998). Industrial Marketing,

Analysis, Planning and Control, New Delhi, Edward, PHI, 2nd Edition.

2. Krishna K. Havldar (2002). Industrial Marketing, Tata Mc Graw Hill, Delhi.

SUGGESTED READINGS:

1. Michael H. Morris (1992). Industrial and Organizational Marketing, New York,

Macmillian, 2nd Edition.

MM-404 : INTERNATIONAL MARKETING

COURSE OBJECTIVE:

The objectives of this course are to help the student to gain an understanding of concepts of

International Marketing, types of international markets, demand and supply position in

international markets, import-export documentation, policies and procedures of foreign trade.

EXAMINATION SCHEME:



sections, A and B. Section A worth 45 marks, will have five theory questions out of which


one or more cases.

COURSE CONTENTS:

1. International Marketing: Basis of International Trade, Theories of International Trade

Absolute Advantage, comparative advantage and factor endowment theory) Difference

between Domestic, International, Multinational, Global Markets, EPRG Frame work.

2. Scanning of International Environment: Social, Political, Legal, Economic.

3. Factors Affecting International Trade: Methods of Entry, Types of Regional Agreements,

Role of IMF and WTO in International Trade.

4. Export Documentation and Procedures and Institutional support for export promotion in

India.

5. Product: Identifying New Products, International Product Planning, Product Design

Strategy, Product Elimination, Adoption and Diffusion of New Products, Branding

Strategies.

40

6. Pricing Strategies: Factors Affecting International Prices, Methods of Pricing, Pricing an

International Product, Transfer Pricing, Exchange Rates and its Impact on Pricing, High

Sea Pricing.

7. Distribution System for International Markets: Direct and Indirect Channels, Factors

Affecting International Channel, International Channel Management, Wholesaling and

Retailing.

8. Promoting Products / Services in Overseas Markets: Perspectives of International

Advertising, Standardization v/s Localization, Global Media Decisions, Global

Advertising Regulations, Industry Self-Regulation.

TEXT READINGS:

1. W. J. Keegan (1997). Global Marketing Management, New Delhi, PHI, 5th Edition.

2. Sack Onkvisit and John J. Shaw (1998). International Marketing Analysis and Strategies,

New Delhi PHI.

3. Subhash S. Jain (1997). International Marketing Management, Delhi, CBS Publishers

Distributors.

SUGGESTED READINGS:

1. M.R Czinkota.and Ronkainen (1998). International marketing, Dryden Forthworth.

2. S.J. Poliwoda, International Marketing, New Delhi, Prentice Hall of India.

MM-405 : DIRECT AND EVENT MARKETING

COURSE OBJECTIVE:

The objectives of this course are to expose the students to various aspects of rural, event and

direct marketing as an integral part of marketing management, and developed an understanding

of rural, event and direct marketing.

EXAMINATION SCHEME:





one or more cases.

COURSE CONTENTS:

1. Event Management: Concept and significance of events, Designing of an event, types of

events, Event management in rural and urban areas.

2. Organizing the events : Structure and manage an event planning schedule to improve

profitability, Conduct comprehensive needs assessments and feasibility studies, Identify

and prioritize event goals and objectives, Establish an organizational chart that best suits

your event and details staff and volunteer duties, Implement effective record-keeping

41

systems that meet local, state, and federal requirements, Develop and conduct staff and

volunteer evaluations and performance reviews, Implement thorough training for event

staff and volunteers, Identify and develop a total promotional strategy, including the

event proposal, invitations, advertising, publicity, contests, promotional merchandise,

sales promotions, packaging, and even personal appearances

3. Sponsorship and type and Event evaluation.

4. Direct Marketing: Basic concepts and importance of direct marketing in the changing

marketing scenario, Tools of direct marketing, Strategic planning of direct marketing

operations, Preparation of direct marketing, Direct marketing strategies, Control and

evaluation of direct marketing.

TEXT READINGS:

1. S.S Gaur and S.V. Saggre (1997). Event Marketing and Management, Vikas Publishing

House, New Delhi.

SUGGESTED READINGS:

1. Mary Robert (1999). Direct Marketing Management, London:Prantice Hall, 2nd Edition.

2. Gordon Lewis (1995). Direct Marketing Strategies and Tactics, New Delhi, Vision Book.

MM-406 : PRODUCT AND BRAND MANAGEMENT

COURSE OBJECTIVE:

The objectives of this course are to expose the students to basics of product management and

various aspects of advertising and brand management as an integral part of marketing

management and provide abilities in advertising and brand management.

EXAMINATION SCHEME:





one or more cases.

COURSE CONTENTS:

1. Why Product Marketing: Relationship between competition marketing and product

management, marketing in product management, managing competition.

2. Product Manager: Functions of Product Manager, Role and Responsibilities of Product

Manager.

3. Product Life Cycle: Concept of Product Life Cycle and Product Life Cycle as a Strategic

Tool.

42

4. New Product Development: Importance Process and Organization.

5. Brand Management: concept, decision, elements and brand portfolio

6. Brand Association: Brand awareness, identity, equity, image, personality and locality,

managing brand equity through brand loyalty, measuring brand equity.

7. Branding Strategies: Evaluation of brands, perceived quality, brand positioning and

repositioning. Brand extension decisions.

TEXT READINGS:

1. Wind Yoram J. (1999). Product Policy: Concepts, Methods and Strategies, Masschusetts,

Addison-Wesley Pub. Co., Reading USA.

2. Baker Michael and Hart Susan (1999). Product Strategy and Management, London,

Prentice Hall.

3. Ramanuj Majumdar (1999). Product Management in India, New Delhi, Prentice Hall,

India.

SUGGESTED READINGS:

1 David A. Aaker (1991). Managing Brand Equity, New York. Freepress.

2. Jean Noel Kapfers (1994). Strategic Brand Management, New York. Freepress.

3. David A. Aaker (1997). Building Strong Brands, New York. Freepress.

MM 407: ADVANCED INFORMATION TECHNOLOGY TOOLS

COURSE OBJECTIVE:

The objective of this course is to help student to gain understanding of fundamentals of

information technology tools like object oriented programming, computer networks, Internet

Marketing, Electronic Customer Relationship Management, Enterprise Resource Planning,

Electronic Supply chain Management and related issues.

EXAMINATION (External 40 + Practical 20 + Internal 40) The faculty member will award marks out of a maximum of 40 marks for the internal

performance of the student. A panel of internal and external examiners will conduct the viva-

voce examination at the end of the semester and award marks to the student out of a maximum of

20 marks. The semester examination carrying 40 marks will have eight questions out of which

students will be required to attempt any five questions.

COURSE CONTENTS:

1. Object Oriented Programming: Introduction and advantages of Object Oriented

Programming, Procedural Vs. Object Oriented Languages, Overview of: Objects, Classes,

Encapsulation, Data Binding, inheritance and polymorphism. General form of a C++

Program, I/O with cout and cin, Different Operators and Data Types. ‘for’ ‘while’, ‘do-

43

while’, ‘If-else’, ‘switch’ and other conditional statements, Simple C++ programs with

Classes and Objects.

2. Computer Networks: Introduction, goals and applications of computer networks, protocol

hierarchies, topologies, network architecture, simplex, half duplex, full duplex

communication. Network Models: The OSI Reference Model, TCP/IP Model, comparison

between OSI and TCP/IP. Broadcast and Point to Point Network. LAN, MAN and WAN.

Wireless Networking - Wi-Fi.

3. Enterprise Resource Planning: Overview, features, scope and benefits of ERP, Business

Process Reengineering, ‘BPR, ERP and IT’, brief study of SAP and BAAN.

4. Electronic Supply Chain Management: Understanding Supply Chain, Decision phases in

supply chain, cycle view and push pull view, IT in supply chain, E-SCM and its importance

and examples.

5. Electronic Customer Relationship Management: Introduction to Electronic Customer

Relation Management, Strategic Importance of E-CRM, Comparison of CRM, SCM and

ERP Concepts.

6. Other IT Tools: Overview of Image Processing and editing, Virtual Reality, Video

Conferencing and Artificial Intelligence.

TEXT READINGS:

1. E. Balagurusamy. Object Oriented Programming with C++, New Delhi, TataMcGraw Hill

Pub. Co. Ltd., Fourth Ed., 2008.

2. Andrew S Tannanbaum, Computer Networks, London, Prentice Hall of India, Third Ed.,

2001.

3. Vinod Kumar Garg and N. K. Venkatakrishan, Enterprise Resource Planning, New Delhi,

Prentice Hall India, 1999.

4. Jagdish Seth, CRM, New Delhi, Tata McGraw Hill Pub. Co. Ltd., 2001.

5. Sunil Chopra and Peter Meindl, Supply Chain Management, New Delhi, Pearson

Publication Pvt.Ltd, 2001.

6. Ward A. Hanson and Kirthi Kalyanam, Internet Marketing & E-commerce, Thomson-

South Western, 2000.

7. Behl, Ramesh, Information Technology for Management, New Delhi, Tata McGraw-Hill,

2009.

SUGGESTED READINGS:

1. C. S. V. Murthy, E-commerce: Concepts, Models and Strategies, Mumbai, Himalaya

Publishing House 2002.

2. Robert Lafore, Object Oriented Programming in Turbo C++, New Delhi, Galgotia Pub.

Pvt. Ltd., 2000.

3. Behrouz A. Forouzan, Data Communication and Networking, New Delhi, Tata McGraw

Hill Pub. Co. Ltd, 2000.

44

4. Turban, McLean and Wetherbe, Information Technology for Management-Improving

Quality and Productivity, New York, John Wiley and Sons, Inc.

5. Ravi Kalakotta and B. Whinston, Frontiers of E-Commerce, New Delhi, Addison Wesley,

2000.

6. R. Kalakotta and M. Robinsor, E-Business: Roadmap for Success, New Delhi, Addison-

Wesley, 2000.

MM 408 : MAJOR RESEARCH PROJECT /

MARKETING DECISIONS

COURSE OBJECTIVE:

The objective of Major Research Project / Marketing Decisions is to enable the student to go into

the detail of the given problem and design an effective solution keeping the given constraints and organizational objectives in mind. This is to enhance the analytical and problem solving ability

of the student.

EXAMINATION SCHEME:

MAJOR RESEARCH PROJECT will be optional with the Marketing Decisions Course.

The MARKETING DECISIONS Course will be a case based course for 60 marks and internal

assessment of 40 marks. To differentiate this course from the Strategic Management, it will be

taught through exhaustive cases of longer length.

The students interested in opting for MAJOR RESEARCH PROJECT will submit the synopsis

of the proposed research work by 30th September every year and a duly constituted Committee

will take the decision regarding the suitability of MRP and allowing a student to opt for it. The

decision about the suitability of the MRP will be taken before the start of concerned semester in

which MRP is offered.

Before the end of IV semester of MBA (MM), the student will be required to submit the final

MRP Report in the hard bound form in the number specified by the Institute. Major Research

Project (MRP) will carry a maximum of 100 marks - out of which, 40 marks will be for the

Internal valuation and External will be of 60 marks out of which 50% will be for report and its

contents and 50 percent will be for the presentation/viva-voce. A panel of external and internal

examiners will jointly award both of these components of marks. The Director/Head of the

Institution will appoint the internal and the external examiner.

45


COURSE OBJECTIVE:


fourth semester.

EXAMINATION SCHEME:



COURSE CONTENTS:

ALL SUBJECTS AT THE FOURTH SEMESTER