M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.

Page 1 of 25 CAA - !t.2".05.2010

BHARATHIAR UNIVERSITY : COIMBATORE-641 046
M.B.A Marketin
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SEMESTER I
1.1. Manae)ent %rin*i41e& an( %ra*ti*e 5 6 ,5 75 100 4
1.2. Orani8ati#na1 Be$a9i#r& 5 6 ,5 75 100 4
1.3. Manaeria1 E*#n#)i*& 4 6 ,5 75 100 4
1.4. "inan*ia1 an( Manae)ent A**#'ntin 5 6 ,5 75 100 4
1.5. :'antitati9e Met$#(& ;#r Manae)ent 5 6 ,5 75 100 4
1.6. C#r4#rate C#))'ni*ati#n 4 6 ,5 75 100 4
1.7. C#)4'ter A441i*ati#n& in Manae)ent '&in SA%< , - - - - -
SEMESTER II
,.1. O4erati#n& Manae)ent 5 6 ,5 75 100 4
,.,. Marketin Manae)ent 4 6 ,5 75 100 4
,.6. "inan*ia1 Manae)ent 5 6 ,5 75 100 4
,.4. H')an Re&#'r*e Manae)ent 4 6 ,5 75 100 4
,.5. :'antitati9e Te*$ni='e& 5 6 ,5 75 100 4
,.6. Re&ear*$ Met$#(& ;#r Manae)ent 5 6 ,5 75 100 4
,.7. C#)4'ter A441i*ati#n& in Manae)ent '&in SA%<
- %ra*ti*a1
, 6 40 60 100 4
SMESTER III
6.1. Internati#na1 B'&ine&& 5 6 ,5 75 100 4
6.,. Manae)ent In;#r)ati#n S+&te) 5 6 ,5 75 100 4
6.6. Sa1e& an( >i&tri?'ti#n Manae)ent 5 6 ,5 75 100 4
6.4. %r#)#ti#n Manae)ent 5 6 ,5 75 100 4
6.5. E34#rt Manae)ent 5 6 ,5 75 100 4
6.6. C#n&')er Be$a9i#'r 5 6 ,5 75 100 4
6.7. S'))er %1a*e)ent %r#@e*t Re4#rt - Vi9a-V#*e - - ,0 A0 100 4
SEMESTER IV
4.1. Stratei* Manae)ent : In(ian B1#?a1 C#nte3t 6 6 ,5 75 100 4
4.,. Bran( Manae)ent 6 6 ,5 75 100 4
4.6. R'ra1 Marketin 6 6 ,5 75 100 4
4.4. Ser9i*e& Marketin 6 6 ,5 75 100 4
4.5. Marketin Re&ear*$ 6 6 ,5 75 100 4
TOTAL - - - - 2500 100
< T$e C#'r&e .i11 ?e ta'$t ('rin I an( II Se)e&ter&.
1.1.
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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MANAGEMENT PRINCIPLES AND PRACTICE
Unit I
Manae)ent : S*ien*eC T$e#r+ an( %ra*ti*e - T$e E9#1'ti#n #; Manae)ent T$#'$t an( t$e
%attern& #; Manae)ent Ana1+&i& - Manae)ent an( S#*iet+ : T$e E3terna1 En9ir#n)entC
S#*ia1 Re&4#n&i?i1it+ an( Et$i*& - B1#?a1 an( C#)4arati9e Manae)ent - T$e Ba&i& #; B1#?a1
Manae)ent.
Unit II
T$e Nat're an( %'r4#&e #; %1annin - O?@e*ti9e& - Strateie&C %#1i*ie& an( %1annin %re)i&e& -
>e*i&i#n Makin - B1#?a1 %1annin.
Unit III
T$e Nat're #; Orani8in an( Entre4rene'rin - Orani8ati#na1 Str'*t're : >e4art)entati#n -
Dine2Sta;; A't$#rit+ an( >e*entra1i8ati#n - E;;e*ti9e Orani8in an( Orani8ati#na1 C'1t're -
B1#?a1 Orani8in.
Unit IV
C#-#r(inati#n ;'n*ti#n& in Orani&ati#n - H')an "a*t#r& an( M#ti9ati#n - Dea(er&$i4 -
C#))ittee& an( r#'4 >e*i&i#n Makin - C#))'ni*ati#n - B1#?a1 Dea(in.
Unit V
T$e S+&te) an( %r#*e&& #; C#ntr#11in - C#ntr#1 Te*$ni='e& an( In;#r)ati#n Te*$n#1#+ -
%r#('*ti9it+ an( O4erati#n& Manae)ent - O9era11 C#ntr#1 an( t#.ar( t$e "'t're t$r#'$
%re9enti9e C#ntr#1 - B1#?a1 C#ntr#11in an( B1#?a1 C$a11ene&.
References
1. E##nt8 - Feiri*$C E&&entia1& #; Manae)entC Tata M*Bra. Hi11.
,. VS% Ra#C V Hari Eri&$na Manae)ent: Te3t an( Ca&e&C E3*e1 B##k&C I E(iti#nC ,004
6. St#ner - FankaiC Manae)entC %HI.
4. R#?ert Er*itnerC Manae)entC ATTBS.
5. Feiri*$ - E##nt8C Manae)ent - A B1#?a1 4er&4e*ti9eC M*Bra. Hi11.
6. He11irear1C Manae)entC T$#)&#n DearninC ,00,.
7. R#??in&.S.%.C "'n(a)enta1& #; Manae)entC %ear&#nC ,006.
1.2. ORGANISATIONAL !E"AVIOUR
Unit I
Orani&ati#na1 Be$a9i#'r : Hi&t#r+ - e9a1'ati#nC C$a11ene& - #44#rt'nitie&C *#ntri?'tin
(i&*i41ine&C )anae)ent ;'n*ti#n& an( re1e9an*e t# Orani&ati#n Be$a9i#'r.
%er&#na1it+ - >eter)inent&C &tr'*t'reC ?e$a9i#'rC a&&e&&)entC 4&+*$#-ana1+ti*a1 &#*ia1
1earninC @#?-;itC trait t$e#rie&.
Unit II
E)#ti#n& an( E)#ti#na1 Inte11ien*e a& a )anaeria1 t##1. I)41i*ati#n& #; EI #n )anaer& an(
t$eir 4er;#r)an*e. Attit'(e& - re1ati#n&$i4 .it$ ?e$a9i#'rC &#'r*e&C t+4e&C *#n&i&tan*+C .#rk
attit'(e&C 9a1'e& - i)4#rtan*eC &#'r*e&C t+4e&C et$i*& an( t+4e& #; )anae)ent et$i*&.
%er*e4ti#n - %r#*e&&C Se1e*ti#nC Orani&ati#n Err#r&C Manaeria1 i)41i*ati#n& #; 4er*e4ti#n.
Dearnin - *1a&&i*ia1C #4erant an( &#*ia1 *#niti9e a44r#a*$e&. I)41i*ati#n& #; 1earnin #n
)anaeria1 4er;#r)an*e.
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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Unit III
Stre&& - Nat'reC &#'r*e&C E;;e*t&C in;1'en*e #; 4er&#na1it+C )anain &tre&&.
C#n;1i*t - Manae)entC De9e1&C S#'r*e&C ?a&e&C *#n;1i*t re&#1'ti#n &trateie&C ne#tiati#n.
"#'n(ati#n& #; r#'4 ?e$a9i#'r : 1inkin tea)& an( r#'4&C Stae& #; (e9e1#4)ent In;1'en*e&
#n tea) e;;e*ti9ene&&C tea) (e*i&i#n )akin. I&&'e& in Manain tea)&.
Unit IV
Orani&ati#na1 *$ane - Manain 41anne( *$ane. Re&i&tan*e t# *$ane - A44r#a*$e& t#
)anain #rani&ati#na1 *$ane - Orani&ati#na1 >e9e1#4)ent - 9a1'e& - inter9enti#n&C *$ane
)anae)ent.
Orani&ati#na1 4#1iti*& - %#1iti*a1 ?e$a9i#'r in #rani&ati#nC I)4re&&i#n )anae)entC Se1;
)#nit#rin. Orani&ati#na1 *'1t're - >+na)i*&C r#1e an( t+4e& #; *'1t're an( *#r4#rate
*'1t'reC et$i*a1 i&&'e& in #rani&ati#na1 *'1t'reC *reatin an( &'&tainin *'1t're.
Unit V
Orani&ati#na1 Be$a9i#'r re&4#n&e& t# B1#?a1 an( C'1t'ra1 (i9er&it+C *$a11ene& at
internati#na1 1e9e1C H#)#enit+ an( $etr#enit+ #; Nati#na1 *'1t're&C >i;;eren*e& ?et.een
*#'ntrie&C T$e C$a11ene& #; .#rk ;#r*e (i9er&it+ an( )anain (i9er&it+ Ca&e&.
References
1. R#??in&.S. Orani&ati#na1 Be$a9i#'rC 0 e(n.C %renti*e-Ha11C In(ia.
,. He11inea1 S1#*')C F##()anC Orani&ati#na1 Be$a9i#'rC I0 e(n.C T$#)&#n 1earnin.
6. U)a&ekaranC Orani&ati#na1 Be$a9i#'rC Tata M*Bra. Hi11.
4. R#??in& S.%.C C#n*e4t& *#ntri9an*e& an( a441i*ati#n&C %renti*e Ha11.
5. U)a&ekaranC Orani&ati#na1 Be$a9i#'r.
6. He11irea1.et.a1C Orani&ati#na1 Be$a9i#'rC T$#)&#n Dearnin.
7. M*S$ane - B1in#.C Orani&ati#na1 Be$a9i#'rC Tata M*Bra. Hi11.
A. Harri& - Hart)anC Orani&ati#na1 Be$a9i#'rC Gai*#C ,006.

1.3. MANAGERIAL ECONOMICS
UNIT I Manaeria1 E*#n#)i*& - )eaninC nat're an( &*#4e - Manaeria1 E*#n#)i*& an(
?'&ine&& (e*i&i#n )akin - R#1e #; Manaeria1 E*#n#)i&t - "'n(a)enta1 *#n*e4t& #;
Manaeria1 E*#n#)i*&.
>e)an( Ana1+&i& - )eaninC (eter)inant& an( t+4e& #; (e)an( - E1a&ti*it+ #; (e)an(.
UNIT II : S'441+ )eanin an( (eter)inant& - 4r#('*ti#n (e*i&i#n& - 4r#('*ti#n ;'n*ti#n& -
I&#='ant&C E34an&i#n 4at$ - C#??->#'1a& ;'n*ti#nC C#&t *#n*e4t& - *#&t - #'t4't re1ati#n&$i4 -
E*#n#)ie& an( (i&e*#n#)ie& #; &*a1e *#&t ;'n*ti#n&.
UNIT III Market &tr'*t're - *$ara*teri&ti*& - %ri*in an( #'t4't (e*i&i#n& - )et$#(& #;
4ri*in - (i;;erentia1 4ri*in - B#9ern)ent inter9enti#n an( 4ri*in.
UNIT IV: %r#;it - Meanin an( nat're - %r#;it 4#1i*ie& - %r#;it 41annin an( ;#re*a&tin - C#&t
9#1')e 4r#;it ana1+&i& - In9e&t)ent ana1+&i&.
UNIT V : Nati#na1 In*#)e - B'&ine&& *+*1e - in;1ati#n an( (e;1ati#n - ?a1an*e #; 4a+)ent& -
M#netar+ an( "i&*a1 %#1i*ie&
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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References
1. G#e1 >ean - Manaeria1 E*#n#)i*&C %renti*e Ha112%ear&#n.
,. Ranara@an - %rin*i41e& #; Ma*r# E*#n#)i*&C Tata M*Bra. Hi11.
6. At)anan(C Manaeria1 E*#n#)i*&C E3*e1C ,001.
4. At$)anan(.R.C Manaeria1 E*#n#)i*&C E3*e1C ,00,C Ne. >e1$i.
5. Mankar.V.B.C B'&ine&& E*#n#)i*&C Ma*)i11anC B'&ine&& B##kC 1HHH.
1.4. #INANCIAL AND MANAGEMENT ACCOUNTING
UNIT I
"inan*ia1 A**#'ntin - >e;initi#n - A**#'ntin %rin*i41e& - C#n*e4t& an( *#n9enti#n& - Tria1
Ba1an*e "ina1 A**#'nt& !%r#?1e)&/ - >e4re*iati#n Met$#(&-Strai$t 1ine )et$#(C Fritten
(#.n 9a1'e )et$#(C Sinkin ;'n( )et$#(.
UNIT II
"inan*ia1 State)ent Ana1+&i& - O?@e*ti9e& - Re#rani8in t$e "inan*ia1 State)ent In;#r)ati#n -
Te*$ni='e& #; "inan*ia1 State)ent Ana1+&i&: C#)4arati9e State)ent&C C#))#n - Si8e
&tate)entC Tren( %er*entae - A**#'ntin Rati#&: *#n&tr'*ti#n #; ?a1an*e &$eet '&in rati#&
!4r#?1e)&/->'4#nt ana1+&i&.
UNIT III
"'n( "1#. State)ent - State)ent #; C$ane& in F#rkin Ca4ita1 - C#)4'tati#n #; "'n( ;r#)
O4erati#n& - F#rkin& ;#r C#)4'tati#n #; 9ari#'& &#'r*e& an( '&e& - %re4arati#n #; "'n( "1#.
State)ent - Ca&$ "1#. State)ent Ana1+&i&- C#)4'tati#n #; Ca&$ ;r#) O4erati#n& %r#?1e)& -
>i&tin*ti#n ?et.een "'n( "1#. an( Ca&$ "1#. State)ent. %r#?1e)&
UNIT IV
C#&t A**#'ntin - Meanin - >i&tin*ti#n ?et.een "inan*ia1 A**#'ntin an( C#&t A**#'ntin -
C#&t Ter)in#1#+: C#&tC C#&t CentreC C#&t Unit - E1e)ent& #; C#&t - C#&t S$eet %r#?1e)&.
B'(etC B'(etinC an( B'(etin C#ntr#1 - T+4e& #; B'(et& - %re4arati#n #; "1e3i?1e an(
;i3e( B'(et&C )a&ter ?'(et an( Ca&$ B'(et - %r#?1e)& -Ier# Ba&e B'(etin.
UNIT V
Marina1 C#&tin - >e;initi#n - (i&tin*ti#n ?et.een )arina1 *#&tin an( a?&#r4ti#n *#&tin -
Break e9en 4#int Ana1+&i& - C#ntri?'ti#nC 429 Rati#C )arin #; &a;et+ - >e*i&i#n )akin 'n(er
)arina1 *#&tin &+&te)-ke+ ;a*t#r ana1+&i&C )ake #r ?'+ (e*i&i#n&C e34#rt (e*i&i#nC &a1e& )i3
(e*i&i#n-%r#?1e)&
References
1. A(9an*e( A**#'ntan*+ - R.D.B'4ta an( Ra($a&.a)+
,. Manae)ent A**#'ntin - Br#.n an( H#.ar(
6. Manae)ent A**#'ntin - E$an an( Gain
4. Manae)ent A**#'ntin - S.N.Ma$e&.ari
5. Manae)ent A**#'ntin - Ant#n+ an( Re*e*e
6. Manae)ent A**#'ntin - G.Batt+
:'e&ti#n& : A0J #; t$e ='e&ti#n& &$a11 ?e 4r#?1e)&
,0J #; t$e ='e&ti#n& &$a11 ?e t$e#r+ ?a&e(.
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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1.5. $UANTITATIVE MET"ODS #OR MANAGEMENT
UNIT I
DinearC N#n-Dinear ;'n*ti#n& ra4$i*a1 re4re&entati#n #; ;'n*ti#n&C C#n&tant&C Varia?1e&
n#ti#n #; Mat$e)ati*a1 )#(e1& *#n*e4t #; tra(e #;; n#ti#n #; *#n&tant& *#n*e4t #; Intere&t.
Ba&i* C#n*e4t #; (i;;erentiati#n interati#n O4ti)i8ati#n *#n*e4t& '&e #; (i;;erentiati#n ;#r
#4ti)i8ati#n #; ?'&ine&& 4r#?1e)- O4ti)i8ati#n
UNIT II
>ata Ana1+&i& Uni-Variate 'nr#'4e( an( r#'4e( (ata )ea&'re& #; *entra1 Ten(en*ie&C
)ea&'re& #; (i&4er&i#n C V 4er*entae& !4r#?1e) re1ate( t# ?'&ine&& a441i*ati#n&/. Bi9ariate
*#rre1ati#n an( rere&&i#n 4r#?1e)& re1ate( t# ?'&ine&& a441i*ati#n&
UNIT III
%r#?a?i1it+ (e;initi#n& a((iti#n an( )'1ti41i*ati#n R'1e& !#n1+ &tate)ent&/ &i)41e ?'&ine&&
a441i*ati#n 4r#?1e)& 4r#?a?i1it+ (i&tri?'ti#n e34e*te( 9a1'e *#n*e4t t$e#reti*a1
4r#?a?i1it+ (i&tri?'ti#n& Bin#)ia1C %#i&#n an( N#r)a1 Si)41e 4r#?1e)& a441ie( t# ?'&ine&&.
UNIT IV
Ba&i* *#n*e4t #; in(e3 n')?er& &i)41e an( .ei$te( in(e3 n')?er& *#n*e4t #; .ei$t& -
t+4e& #; in(e3 n')?er& B'&ine&& in(e3 n')?er C%TC F%IC Sen&e3C Ni;;+C %r#('*ti#n In(e3C
Ti)e &erie& 9ariati#n& in Ti)e Serie& ;#r ?'&ine&& ;#re*a&tin.
UNIT V
H+4#t$e&i& te&tin #; %r#4#rti#n an( Mean &in1e an( t.# tai1e( te&t& err#r& in H+4#t$e&i&
Te&tin Mea&'rin t$e 4#.er #; H+4#t$e&i& te&t. C$i-S='are Te&t&
References
1. Stati&ti*& ;#r Manae)ent Ri*$ar( D De9in - >ai( S R'?in
,. Stati&ti*a1 Met$#(& S % B'4ta
6. Stati&ti*& ;#r B'&ine&& an( E*#n#)i*& R % H##(& Ma*Mi11an In(ia Di)ite(
4. >a9i( M.De9ineC Ti)#t$+ C.Ere$?ie1 an( Mark D.Beren&#n
KB'&ine&& Stati&ti*&: A "ir&t C#'r&eL C %ear&#n E('*ati#n A&ia
5. A)ir >. A*8e1C C#)41ete B'&ine&& Stati&ti*&C 5t$ e(iti#nC Ir.in M*Bra.-Hi11.

:'e&ti#n& : A0J #; t$e ='e&ti#n& &$a11 ?e 4r#?1e)&
,0J #; t$e ='e&ti#n& &$a11 ?e t$e#r+ ?a&e(.
1%& CORPORATE COMMUNICATION
Unit 1
C#))'ni*ati#n ?a&i*& B'&ine&& C#))'ni*ati#n *#)4#nent& T+4e& ;#r)a1
*#))'ni*ati#n net.#rk F#rk tea) *#))'ni*ati#n 9aria?1e& #a1 *#n;1i*t re&#'1ati#n
n#n 9er?a1 *#))'ni*ati#n Cr#&& *'1t'ra1 *#))'ni*ati#n B'&ine&& )eetin& B'&ine&&
Eti='ette.
Unit 2
Un(er&tan(in C#r4#rate C#))'ni*ati#n E)41#+ee C#))'ni*ati#n Manain B#9ern)ent
Re1ati#n& Fritin ;#r Me(ia an( Me(ia Re1ati#n&
Unit '
C#r4#rate C#))'ni*ati#n in Bran( %r#)#ti#n "inan*ia1 C#))'ni*ati#n Cri&e&
C#))'ni*ati#n.
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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Unit (
Re4#rt .ritin: C$ara*teri8in - ?'&ine&& re4#rt& T+4e& an( ;#r)& - re4#rt& %r#@e*t
4r#4#&a1& *#11e*ti#n #; (ata ta?1e& *#n&tit'ti#n *$art& .ritin t$e re4#rt (#*')entin
t$e &#'r*e& 4r##; rea(in.
Unit 5
B'&ine&& %re&entati#n: Fritten an( #ra1 4re&entati#n .#rk tea) 4re&entati#n >e1i9erin t$e
?'&ine&& 4re&entati#n 9i&'a1 ai(& &1i(e& e1e*tr#ni* 4re&entati#n $an(-#'t& (e1i9erin t$e
4re&entati#n *areer 41annin 4re4arin Re&')e @#? a441i*ati#n& 4re4arati#n ;#r a @#?
inter9ie. e)41#+)ent inter9ie.& ;#11#.-'4.
S)**este+ Re,+in*s
1. S*#t O?erC C#nte)4#rar+ ?'&ine&& *#))'ni*ati#nC ;i;t$ e(iti#nC ?i8tantra.
2. De&i1er -"1at 1a+C Ba&i* B'&ine&& *#))'ni*ati#n. Tata M* Bra. Hi11.
1%-% COMPUTER APPLICATIONS IN MANAGEMENT USING SAP -
PRACTICAL
Ai.: T# intr#('*e t$e *#n*e4t& #; in;#r)ati#n te*$n#1#+ an( t$eir a441i*ati#n in )anae)ent
(e*i&i#n )akin.
C/.0/nents /f , C/.0)ter - Har(.are an( S#;t.are O4erati#n& S+&te)& >ire*t#rie& an(
"i1e 4r#4ertie&.
MS O##ICE Intr#('*ti#n t# 1ORD2 E3CEL an( PO1ERPOINT
1ORD Creatin a ne. (#*')ent .it$ te)41ate& - Fi8ar( Creatin #.n (#*')ent
O4enin2)#(i;+in a &a9e( (#*')ent *#n9ertin ;i1e& t# an( ;r#) #t$er (#*')ent ;#r)at&
U&in ke+?#ar( &$#rt-*'t& - )#'&e A((in &+)?#1& - 4i*t're& t# (#*')ent& $ea(er an(
;##ter& "in(in an( re41a*in te3t &4e11 *$e*k an( Bra))ar *$e*k "#r)attin te3t -
4arara4$ ;#r)at& - a(@'&tin )arin&C 1ine &4a*e *$ara*ter &4a*e C$anin ;#nt t+4eC &i8e
B'11et& an( n')?erin Ta?1e& A((inC e(itinC (e1etin ta?1e& F#rkin .it$in ta?1e&
A((inC (e1etinC )#(i;+in r#.& an( *#1')n& )erin - &41ittin *e11&.
E3CEL F#rkin .it$ .#rk&$eet& *e11& EnterinC e(itinC )#9inC *#4+inC *'ttinC
4a&tinC tran&;#r)in (ata In&ertin an( (e1etin #; *e11&C r#.& - *#1')n& F#rkin .it$
)'1ti41e .#rk&$eet& &.it*$in ?et.een .#rk&$eet& )#9inC *#4+inC in&ertin - (e1etin
.#rk&$eet& U&in ;#r)'1a& ;#r ='i*k Ca1*'1ati#n& F#rkin - enterin a "#r)'1a
"#r)attin a .#rk&$eet Creatin an( e(itin *$art& e1e)ent& #; an E3*e1 C$art Se1e*tin
(ata t# a *$art T+4e& #; *$art *$art .i8ar( "#r)attin *$art e1e)ent& E(itin a *$art
%rintin *$art&.
PO1ERPOINT Creatin ne. 4re&entati#n& A't# *#ntent .i8ar( U&in te)41ate B1ank
4re&entati#n O4enin e3i&tin 4re&entati#n& A((inC e(itinC (e1etinC *#4+in C $i(in &1i(e&
%re&entati#n& A441+in ne. (e&in A((in ra4$i*& U&in $ea(er& an( ;##ter&
Ani)ati#n& te3t S4e*ia1 e;;e*t& t# *reate tran&iti#n &1i(e& C#ntr#11in t$e tran&iti#n &4ee(
A((in &#'n(& t# &1i(e& U&in a*ti#n ?'tt#n&.
TALL4 Intr#('*ti#n an( In&ta11ati#nC Re='ire( Har(.areC %re4arati#n ;#r in&ta11ati#n #; Ta11+
&#;t.areC in&ta11ati#nC F#rkin in Ta11+: O4enin ne. *#)4an+C Sa;et+ #; A**#'nt& #r %a&&.#r(C
C$ara*teri&ti*&C Makin De(er A**#'nt&C Fritin 9#'*$erC 9#'*$er entr+C Makin (i;;erent
t+4e& #; 9#'*$er&C C#rre*tin &'n(r+ (e?t#r& an( &'n(r+ *re(it#r& a**#'nt&C %re4arati#n #; Tria1
Ba1an*eC B##k& #; A**#'nt&C Ca&$ B##kC Bank B##k&C De(er A**#'nt&C Br#'4 &'))ar+C Sa1e&
Rei&ter an( %'r*$a&e Rei&terC G#'rna1 Rei&terC State)ent #; A**#'nt& - Ba1an*e S$eet.
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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ERP 5 SAP : Intr#('*ti#n Nee( ;#r ER% A(9antae& Ma@#r ER% %a*kae& SA%:
"eat're& ABA%: D##n t# SA% En9ir#n)ent ABA% >i*ti#nar+ "'n*ti#n& O?@e*t&
Manain SA% A441i*ati#n
Pr,ctic,6s: Si)41e 4r#?1e)& t# ?e (#ne in FOR>C E0CED an( %OFER%OINT '&in a11 t$e
a?#9e )enti#ne( t#4i*&.
References
O""ICE ,000 C#)41ete B%B
Fin(#.& HA C#)41ete B%B
Fin(#.& HA 6 in #ne ?+ Gane Ca1a?ria an( >#r#t$+ B'rke %HI
U&in Mi*r#&#;t O;;i*e ,000 ?+ E(C B#tt %HI
Enter4ri&e Re&#'r*e 41annin !ER%/: Te3t an( *a&e &t'(ie& ?+ M'rt$+C C S VC H%H
Tea*$ +#'r&e1; SA% in ,4 $#'r& ?+ Be#re An(er&#nM >anie11e Dar#**a - %ear&#n
E('*ati#n
-------------------------
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
Page " of 25 CAA - !t.2".05.2010
2%1 OPERATIONS MANAGEMENT
UNIT I : O4erati#n& Manae)ent Meanin I)4#rtan*e $i&t#ri*a1 *#ntri?'ti#n& S+&te)
9ie. #; OM - O4erati#n &trate+ an( *#)4etiti9ene&& - "'n*ti#n& #; OM t+4e& #; 4r#('*ti#n
&+&te)&
UNIT II : %r#('*t (e&in an( 4r#*e&& &e1e*ti#n E9a1'ati#n an( Se1e*ti#n #; a44r#4riate
%r#('*ti#n an( O4erati#n& te*$n#1#+. %r#('*t >e&in an( 4r#*e&& &e1e*ti#n.
T+4e& #; 1a+#'t ana1+&i& an( &e1e*ti#n #; 1a+#'t %r#('*t an( 2 #r %r#*e&& 1a+#'tC Ce11'1arC
Dean an( Ai1e )an';a*t'rin &+&te)& C#)4'ter Interate( Man';a*t'rin S+&te)& -
A&&e)?1+ 1ine ?a1an*in.
UNIT III : %r#('*ti#n 41annin an( *#ntr#1 )eanin ;'n*ti#n& areate 41annin
)a&ter 4r#('*ti#n &*$e('1e !M%S/ Materia1 re='ire)ent 41annin !MR%/ BOM Ca4a*it+
re='ire)ent 41annin !CR%/ Te*$ni='e& 4r#?1e)& in MR% an( CR% an intr#('*ti#n t#
MR% II an( ER% B'&ine&& %r#*e&& Re-enineerin - T#ta1 %r#('*ti9e Maintenan*e !T%M/
UNIT IV : Materia1& )anae)ent ;'n*ti#n& )ateria1 41annin an( ?'(etin Va1'e
Ana1+&i& - 4'r*$a&e ;'n*ti#n& an( 4r#*e('re - in9ent#r+ *#ntr#1 t+4e& #; in9ent#r+ &a;et+
&t#*k #r(er 4#int &er9i*e 1e9e1 in9ent#r+ *#ntr#1 &+&te)& 4er4et'a1 4eri#(i* GIT
EANBAN.
UNIT V : T#ta1 :'a1it+ Manae)ent C#n*e4t - Stati&ti*a1 :'a1it+ C#ntr#1 ;#r A**e4tan*e
Sa)41in an( %r#*e&& C#ntr#1 C#n*e4t& #; O.C.C. C'r9e U&e #; t$e O.C. C'r9e C#n*e4t
#; T+4e I an( T+4e II err#r :'a1it+ )#9e)ent :'a1it+ *ir*1e& ISO :'a1it+ Certi;i*ati#n&
an( t+4e& :'a1it+ a&&'ran*e Si3 Si)a *#n*e4t.
References
1. %r#('*ti#n an( O4erati#n& Manae)ent E9ere&t E A(a) - E?ert %HI 4'?1i*ati#n
;#rt$ e(iti#n.
,. O4erati#n& Manae)ent !T$e#r+ an( %r#?1e)& / G#&e4$ B M#nk& M*Bra. Hi11 Int1.
6. %r#('*ti#n an( O4erati#n& Manae)ent S N C$ar+ TMH %'?1i*ati#n&
4. %r#('*ti#n an( O4erati#n& Manae)ent %anner&e19a)C %HI
5. Dee G. Era@e.&ki an( Darr+ %. Rit8)anC KO4erati#n& Manae)ent: %r#*e&& an( 9a1'e
C$ain&LC 7t$ E(iti#nC %HIC ,007
6. H'na.a11a an( %ati1 4r#('*ti#n an( O4erati#n& Manae)entC Hi)a1a+a.
7. M#(ern %r#('*ti#n an( #4erati#n& )anae)ent E.S B';;a.
A. Dee G. Era@e.&ki an( Darr+ %. Rit8)anC K O4erati#n& Manae)ent: Strate+ an( Ana1+&i&LC
A((i&#n Fe&1e+.
H. C$a&eC A='i1an# - Ga*#?& K%r#('*ti#n an( O4erati#n& Manae)entLCTata M*Bra. Hi11.
:'e&ti#n& : 40J #; t$e ='e&ti#n& &$a11 ?e 4r#?1e)&
60J #; t$e ='e&ti#n& &$a11 ?e t$e#r+ ?a&e(.
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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2%2 MAR7ETING MANAGEMENT
Unit I
Marketin C#n*e4t& an( Ta&k&C >e;inin an( (e1i9erin *'&t#)er 9a1'e an( &ati&;a*ti#n -
Va1'e *$ain - >e1i9er+ net.#rkC Marketin en9ir#n)entC A(a4tin )arketin t# ne. 1i?era1i&e(
e*#n#)+ - >iita1i&ati#nC C'&t#)i&ati#nC C$anin )arketin 4ra*ti*e&C e-?'&ine&& - &ettin
'4 .e?&ite&M Marketin In;#r)ati#n S+&te)C Stratei* )arketin 41annin an( #rani8ati#n.
Unit II
B'+er Be$a9i#'rC Market Se)entati#n an( TaretinC %#&iti#nin an( (i;;erentiati#n
&trateie&C %r#('*t 1i;e *+*1e &trateie&C Ne. 4r#('*t (e9e1#4)entC %r#('*t Mi3 an( %r#('*t
1ine (e*i&i#n&C Bran(in an( %a*kainC %ri*e &ettin - #?@e*ti9e&C ;a*t#r& an( )et$#(&C %ri*e
a(a4tin 4#1i*ie&C Initiatin an( re&4#n(in t# 4ri*e *$ane&.
Unit III
Marketin *$anne1 &+&te) - "'n*ti#n& an( ;1#.&M C$anne1 (e&inC C$anne1 )anae)ent -
Se1e*ti#nC TraininC M#ti9ati#n an( e9a1'ati#n #; *$anne1 )e)?er&M C$anne1 (+na)i*& - VMSC
HMSC MMSM Market 1#i&ti*& (e*i&i#n&.
Unit IV
Interate( )arketin *#))'ni*ati#n 4r#*e&& an( Mi3M A(9erti&inC Sa1e& 4r#)#ti#n an( %'?1i*
re1ati#n (e*i&i#n&. >ire*t )arketin - Br#.t$C Bene;it& an( C$anne1&M Te1e)arketinM
Sa1e&;#r*e #?@e*ti9e&C &tr'*t'reC &i8e an( *#)4en&ati#n.
Unit V
I(enti;+in an( ana1+&in *#)4etit#r&C >e&inin *#)4etiti9e &trateie& ;#r 1ea(er&C *$a11ener&C
;#11#.er& an( ni*$er& : C'&t#)er Re1ati#n&$i4 )arketin - C'&t#)er (ata?a&eC >ata
.are$#'&in an( )inin. Attra*tin an( retainin *'&t#)er&C C'&t#)eri&) in In(iaC
C#ntr#11in #; )arketin e;;#rt&.
B1#?a1 Taret )arket &e1e*ti#nC &tan(ar(i8ati#n V& a(#4tati#nC %r#('*tC %ri*inC >i&tri?'ti#n
an( %r#)#ti#na1 %#1i*+.
References
1. Marketin Manae)ent - %$i1i4 E#t1er - %ear&#n E('*ati#n2%HI 1,t$ E(iti#nC ,006.
,. Marketin Manae)ent - Ra@an Sa3ena - Tata M*Bra. Hi11C ,00,.
6. Marketin Manae)ent: %1anninC I)41e)entati#n an( C#ntr#1: B1#?a1 %er&4e*ti9e In(ian
C#nte3t VS Ra)a&a)+ - S. Na)ak')ari - Ma*)i1an In(iaC ,007.
4. Marketin Manae)ent: A S#'t$ A&ian %er&4e*ti9e %$i1i4 E#t1er an( Ee9in Dane E#t1erC
%ear&#n E('*ati#nC 11t$ E(iti#nC ,007.
5. Ba&i* Marketin - %errea'1t an( M*Bart$+ - Tata M*Bra. Hi11C ,00,.
6. Ca&e an( Si)'1ati#n& in Marketin - Ra)4$a1 an( B'4ta - B#1atiaC >e1$i.
7. Ca&e St'(ie& in Marketin - R.Srini9a&an - %HI.
A. Marketin *#n*e4t& an( *a&e& Mi*$ae1 G Et8e1C Br'*e G Fa1kerC Fi11ia) G Stant#n an(
A@a+ %an(itC TMH 16t$ E(iti#nC Ne. >e1$iC ,007.
H. Marketin Manae)ent S.Ga+a*$an(ran - TMHC ,006.

M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
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2%' #INANCIAL MANAGEMENT
S)89ect Descri0ti/n :
"inan*ia1 Manae)ent e)4$a&i8e& t$e ;'n*ti#n& #; ;inan*ia1 )anae)ent e341ainin t$e
in9e&t)entC ;inan*eC (i9i(en( an( .#rkin *a4ita1 ;'n*ti#n a1#n .it$ t$e 4ra*ti*a1
)anae)ent 4r#?1e)&.
G/,6s
T# ena?1e t$e &t'(ent& t# 1earn t$e ?a&i* ;'n*ti#n&C 4rin*i41e& an( *#n*e4t& #; ;inan*e in
)anae)ent.
O89ecti:es
On &'**e&&;'1 *#)41eti#n #; t$e *#'r&e t$e &t'(ent& &$#'1( $a9e:
T# 1earn t$e 9ari#'& ;'n*ti#n& #; ;inan*ia1 )anae)ent a1#n .it$ t$e a441i*ati#n.
T# 1earn *a4ita1 ?'(etin an( *#&t #; *a4ita1.
T# 'n(er&tan( *a4ita1 &tr'*t'reC (i9i(en( 4#1i*+ an( .#rkin *a4ita1 )anae)ent.
UNIT I
O?@e*ti9e& an( ;'n*ti#n& #; "inan*ia1 Manae)ent - R#1e #; "inan*ia1 Manae)ent in t$e
#rani&ati#n - Ri&k-Ret'rn re1ati#n&$i4- Ti)e 9a1'e #; )#ne+ *#n*e4t& - In(ian "inan*ia1
&+&te) - Dea1C Re'1at#r+ an( ta3 ;ra)e.#rk. S#'r*e& #; D#n ter) ;inan*e - "eat're& #;
Ca4ita1 )arket (e9e1#4)ent in In(ia - R#1e #; SEBI in Ca4ita1 I&&'e&.
UNIT II
Ca4ita1 B'(etin - )et$#(& #; a44rai&a1 - C#n;1i*t in *riteria ;#r e9a1'ati#n - Ca4ita1 Rati#nin
- %r#?1e)& - Ri&k ana1+&i& in Ca4ita1 B'(etin.
UNIT III
C#&t #; Ca4ita1 - C#)4'tati#n ;#r ea*$ &#'r*e #; ;inan*e an( .ei$te( a9erae *#&t #; *a4ita1 -
EBIT -E%S Ana1+&i& - O4eratin De9erae - "inan*ia1 De9erae - 4r#?1e)&.
UNIT IV
Ca4ita1 Str'*t're T$e#r+ - Net In*#)e A44r#a*$ - Net O4eratin In*#)e A44r#a*$ - MM
A44r#a*$ - >i9i(en( %#1i*+ - T+4e& #; >i9i(e( %#1i*+ - >i9i(en( %#1i*+ an( &$are 9a1'ati#n -
CA%M.
UNIT V
F#rkin Ca4ita1 Manae)ent - >e;initi#n an( O?@e*ti9e& - F#rkin Ca4ita1 %#1i*ie& - "a*t#r&
a;;e*tin F#rkin Ca4ita1 re='ire)ent& - "#re*a&tin F#rkin Ca4ita1 re='ire)ent& !4r#?1e)&/
- Ca&$ Manae)ent - Re*ei9a?1e& Manae)ent an( - In9ent#r+ Manae)ent - F#rkin Ca4ita1
"inan*in - S#'r*e& #; F#rkin Ca4ita1 an( I)41i*ati#n& #; 9ari#'& C#))ittee Re4#rt&.
References
1. Ri*$ar( A.Brea1e+C Ste9art C.M+er&C K%rin*i41e& #; C#r4#rate "inan*eL M*Bra. Hi11C Ne.
Y#rk.
,. Ga)e& C.Van H#rn&C K"inan*ia1 Manae)ent - %#1i*+L %renti*e Ha11 #; In(ia !%/ Dt(.C Ne.
>e1$i.
6. G#$n G.Ha)4t#nC K"inan*ia1 >e*i&i#n Makin C#n*e4t&C %r#?1e)& an( Ca&e&L %renti*e
Ha11 #; In(ia !%/ Dt(.C Ne. >e1$i !1HH4/.
4. %ra&anna C$an(raCK"inan*ia1 Manae)entT$e#r+-%ra*ti*eLCTata M*Bra. Hi11CNe.>e1$i
1HH4/.
5. B G Ca)&e+C Enene ".Bri$a)C KIntr#('*ti#n t# "inan*ia1 Manae)entLC T$e Br+(en %re&&.
6. I.M.%an(e+C K"inan*ia1 Manae)entLC Vika&$ %'?1i&$inC Ne. >e1$i.
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2.4 HUMAN RESOURCE MANAGEMENT
Unit I H')an Re&#'r*e "'n*ti#n
H')an Re&#'r*e %$i1#&#4$+ - C$anin en9ir#n)ent& #; HRM - Stratei* $')an re&#'r*e
)anae)ent - U&in HRM t# attain *#)4etiti9e a(9antae - Tren(& in HRM - Orani&ati#n #;
HR (e4art)ent& - Dine an( &ta;; ;'n*ti#n& - R#1e #; HR Manaer&.
Unit II Re*r'it)ent - %1a*e)ent
G#? ana1+&i& : Met$#(& - IT an( *#)4'teri&e( &ki11 in9ent#r+ - Fritin @#? &4e*i;i*ati#n - HR
an( t$e re&4#n&i9e #rani&ati#n.
Re*r'it)ent an( &e1e*ti#n 4r#*e&& : E)41#+)ent 41annin an( ;#re*a&tin - B'i1(in e)41#+ee
*#))it)ent : %r#)#ti#n ;r#) .it$in - S#'r*e&C >e9e1#4in an( U&in a441i*ati#n ;#r)& - IT
an( re*r'itin #n t$e internet.
E)41#+ee Te&tin - &e1e*ti#n : Se1e*ti#n 4r#*e&&C ?a&i* te&tin *#n*e4t&C t+4e& #; te&tC .#rk
&a)41e& - &i)'1ati#nC &e1e*ti#n te*$ni='e&C inter9ie.C *#))#n inter9ie.in )i&take&C
>e&inin - *#n('*tin t$e e;;e*ti9e inter9ie.C &)a11 ?'&ine&& a441i*ati#n&C *#)4'ter ai(e(
inter9ie..
Unit III : Trainin - >e9e1#4)ent
Orientati#n - Trainin : Orientin t$e e)41#+ee&C t$e trainin 4r#*e&&C nee( ana1+&i&C Trainin
te*$ni='e&C &4e*ia1 4'r4#&e traininC Trainin 9ia t$e internet.
>e9e1#4in Manaer& : Manae)ent >e9e1#4)ent - T$e re&4#n&i9e )anaer& - On-t$e-@#? an(
#;;-t$e-@#? >e9e1#4)ent te*$ni='e& '&in HR t# ?'i1( a re&4#n&i9e #rani&ati#n. Manae)ent
>e9e1#4)ent& an( C>-R#)& - Ee+ ;a*t#r ;#r &'**e&&.
%er;#r)an*e a44rai&a1 : Met$#(& - %r#?1e) an( &#1'ti#n& - MBO a44r#a*$ - T$e a44rai&a1
inter9ie.& - %er;#r)an*e a44rai&a1 in 4ra*ti*e.
Manain *areer& : Career 41annin an( (e9e1#4)ent - Manain 4r#)#ti#n& an( tran&;er&.
Unit IV : C#)4en&ati#n - Manain :'a1it+
E&ta?1i&$in %a+ 41an& : Ba&i*& #; *#)4en&ati#n - ;a*t#r& (eter)inin 4a+ rate - C'rrent
tren(& in *#)4en&ati#n - G#? e9a1'ati#n - 4ri*in )anaeria1 an( 4r#;e&&i#na1 @#?& -
C#)4'teri&e( @#? e9a1'ati#n.
%a+ ;#r 4er;#r)an*e an( "inan*ia1 in*enti9e& : M#ne+ an( )#ti9ati#n - in*enti9e& ;#r
#4erati#n& e)41#+ee& an( e3e*'ti9e& - Orani&ati#n .i(e in*enti9e 41an& - %ra*ti*e& in In(ian
#rani&ati#n&.
Bene;it& an( &er9i*e& : Stat't#r+ ?ene;it& - n#n-&tat't#r+ !9#1'ntar+/ ?ene;it& - In&'ran*e
?ene;it& - retire)ent ?ene;it& an( #t$er .e1;are )ea&'re& t# ?'i1( e)41#+ee *#))it)ent.
Unit V : Da?#'r re1ati#n& an( e)41#+ee &e*'rit+
In('&tria1 re1ati#n an( *#11e*ti9e ?arainin : Tra(e 'ni#n& - C#11e*ti9e ?arainin - ;'t're #;
tra(e 'ni#ni&). >i&*i41ine a()ini&trati#n - rie9an*e& $an(1in - )anain (i&)i&&a1& an(
&e4arati#n.
Da?#'r Fe1;are : I)4#rtan*e - I)41i*ati#n& #; 1a?#'r 1ei&1ati#n& - E)41#+ee $ea1t$ - A'(itin
HR ;'n*ti#n&C "'t're #; HRM ;'n*ti#n.
References
1. Bar+ >e&&1erC NH')an Re&#'r*e Manae)entNC Se9ent$ e(iti#nC %renti*e-Ha11 #; In(ia
%.Dt(.C %ear&#n.
,. H.G#$n Bernar(in - G#+ee E.A.R'&&e1C H')an Re&#'r*e Manae)ent - An e34erientia1
a44r#a*$C 4t$ E(iti#nC M*Bra.-Hi11 Internati#na1 E(iti#n.C ,007
6. >a9i( A. >eCen8# - Ste4$en %.R#??in&C %er&#nne12H')an Re&#'r*e Manae)entC T$ir(
M.B.A-Marketing 2010-11 & Onwards CPOP Annexure No.
Page 12 of 25 CAA - !t.2".05.2010
e(iti#nC %HI2%ear&#n.
4. VS% R#aC H')an Re&#'r*e Manae)ent : Te3t an( *a&e&C "ir&t e(iti#nC E3*e1 B##k&C Ne.
>e1$i - ,000.
5. >r. R.Venkata4at$+ - A&&i&&i Mena*$eriC In('&tria1 Re1ati#n& - Da?#'r Fe1;areC A(it$+a
%'?1i*ati#n&C CBEC ,001.
6. R#?ert D.Bi?&#n an( Marianne H.Mit*$e11C Intr#('*ti#n t# C#'n&e1in an( B'i(an*eC
VI e(iti#nC %HIC ,005.
2%5 $UANTITATIVE TEC"NI$UES
AIM
T# ena?1e t$e &t'(ent& t# 1earn t$e te*$ni='e& #; #4erati#n Re&ear*$ an( re&#'r*e&
Manae)ent an( t$eir a441i*ati#n in ?'&ine&& )anae)ent.
UNIT I
Mat$e)ati*a1 M#(e1& (eter)ini&ti* an( 4r#?a?i1i&ti* &i)41e ?'&ine&& e3a)41e& OR an(
#4ti)i8ati#n )#(e1& Dinear %r#ra))in ;#r)'1ati#n ra4$i*a1 &#1'ti#n >'a1 #; 1inear
4r#ra))in 4r#?1e) E*#n#)i* inter4retati#n
UNIT II
Tran&4#rtati#n )#(e1 Initia1 Ba&i* "ea&i?1e &#1'ti#n& #4ti)') &#1'ti#n ;#r n#n
(eenera*+ )#(e1 Tran&-&$i4)ent M#(e1 A&&in)ent M#(e1
UNIT III
Net.#rk M#(e1 net.#rkin C%M *riti*a1 4at$ Ti)e e&ti)ate& *riti*a1 4at$ *ra&$inC
Re&#'r*e 1e9e11inC Re&#'r*e& 41annin. Faitin Dine M#(e1 Str'*t're #; )#(e1 M2M21 ;#r
in;inite 4#4'1ati#n.
UNIT IV
In9ent#r+ M#(e1& >eter)ini&ti* EO: EO: .it$ %ri*e Break& %r#?a?i1i&ti* In9ent#r+
M#(e1& - %r#?a?i1i&ti* EO: )#(e1
UNIT V
Si)'1ati#n t+4e& #; &i)'1ati#n M#nte Car1# &i)'1ati#n &i)'1ati#n 4r#?1e)&.
>e*i&i#n T$e#r+ %a+ #;; ta?1e& (e*i&i#n *riteria (e*i&i#n tree&.
References
1. O4erati#n& Re&ear*$ An Intr#('*ti#n& Ha)(+ A Tata
,. O4erati#n& Re&ear*$ Eanti S.ar'4C B'4ta An( Man M#$an
6. O4erati#n& Re&ear*$ >r. G.E. S$ar)a Ma*)i11an In(ian Dt(.
4. O4erati#n& Re&ear*$ R. %anneer&e19a)C ,n( E(iti#nC %HIC ,007
5. O4erati#n& Re&ear*$C C#n*e4t& an( *a&e& "re(ri*k S Hi11ier an( Hera1( G Die?er)anC At$
E(iti#nC TMHC ,006
6. Ha)(+ A Ta$aC KAn Intr#('*ti#n t# O4erati#n& Re&ear*$C %renti*e Ha11C Si3t$ e(iti#nC ,000
7. R#na1( D. Rar(inC KO4ti)i8ati#n in O4erati#n& Re&ear*$LC %ear&#n E('*ati#n
A. G. E. S$ar)aC K O4erati#n& Re&ear*$: T$e#r+ an( A441i*ati#n&LC Ma*)i11an C 1HH7
H. U.E. Sri9a&ta9aC B.V. S$en#+C S. C. S$ar)aC K :'antitati9e Te*$ni='e& ;#r Manaeria1
>e*i&i#nLC Se*#n( E(iti#nC %renti*e Ha11 #; In(ia
:'e&ti#n& : A0J #; t$e ='e&ti#n& &$a11 ?e 4r#?1e)&
,0J #; t$e ='e&ti#n& &$a11 ?e t$e#r+ ?a&e(.
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2.6 .RESEARCH METHODS FOR MANAGEMENT
S)89ect Descri0ti/n :
Re&ear*$ Met$#(& #; Manae)ent i& e)4$a&i8in #n t$e )et$#(#1#+ #; re&ear*$ an( it&
a441i*ati#n in )anaeria1 (e*i&i#n )akinC e341ainin $+4#t$e&i&C )eanin an( t+4e&C
&a)41in (e&in a1#n .it$ t$e 9ari#'& 4ara)etri* an( n#n-4ara)etri* te&t.
G/,6s:
T# ;a)i1iari8e t$e &t'(ent& .it$ )et$#(#1#+ #; re&ear*$ an( it& a441i*ati#n in )anaeria1
(e*i&i#n )akin &it'ati#n&.
O89ecti:es
On &'**e&&;'1 *#)41eti#n #; t$e *#'r&e t$e &t'(ent& &$#'1( $a9e:
Un(er&t##( t$e &*#4e an( &ini;i*an*e #; re&ear*$ in ?'&ine&& (e*i&i#n&.St'(ie( an( 'n(er&t##(
&a)41in te*$ni='e& a1#n .it$ $+4#t$e&i& te&tin. Un(er&t##( 9ari#'& &*a1in te*$ni='e& an(
)ea&'re)ent &*a1e& .
UNIT I
Re&ear*$ - )eanin - &*#4e an( &ini;i*an*e - T+4e& #; re&ear*$ - Re&ear*$ %r#*e&& -
C$ara*teri&ti*& #; ##( re&ear*$ - S*ienti;i* )et$#( - %r#?1e)& in re&ear*$ - I(enti;+in
re&ear*$ 4r#?1e) *#n*e4t&C *#n&tr'*t& an( t$e#reti*a1 ;ra)e.#rk.
UNIT II
H+4#t$e&i&:- )eanin - &#'r*e& - T+4e& - ;#r)'1ati#n Re&ear*$ (e&in - T+4e& - *a&e &t'(+ -
;eat're& #; ##( (e&in - )ea&'re)ent - )eanin - nee( Err#r& in )ea&'re)ent - Te&t& #;
&#'n( )ea&'re)ent Te*$ni='e& #; )ea&'re)ent - &*a1in Te*$ni='e& - )eanin - T+4e& #;
&*a1e& - &*a1e *#n&tr'*ti#n te*$ni='e&.
UNIT III
Sa)41in (e&in - )eanin - *#n*e4t& - &te4& in &a)41in - *riteria ;#r ##( &a)41e (e&in -
T+4e& #; &a)41e (e&in& - %r#?a?i1it+ an( n#n-4r#?a?i1it+ &a)41e&. >ata *#11e*ti#n:- T+4e& #;
(ata - &#'r*e& - T##1& ;#r (ata *#11e*ti#n )et$#(& #; (ata *#11e*ti#n - *#n&tr'*tin
='e&ti#nnaire - %i1#t &t'(+ - *a&e &t'(+ - >ata 4r#*e&&in:- *#(in - e(itin - an( ta?'1ati#n #;
(ata - >ata ana1+&i&.
UNIT IV
Te&t #; Sini;i*an*e:- A&&')4ti#n& a?#'t 4ara)etri* an( n#n-4ara)etri* te&t&. %ara)etri*
Te&t - T te&tC " Te&t an( I te&t - N#n %ara)etri* Te&t - U Te&tC Er'&ka1 Fa11i&C &in te&t.
M'1ti9ariate ana1+&i&-;a*t#rC *1'&terC M>SC >i&*ri)inant anan1+&i&. !NO %r#?1e)&/. S%SS an(
it& a441i*ati#n&.
UNIT V
Inter4retati#n - )eanin - Te*$ni='e& #; inter4retati#n - Re4#rt .ritin:- Sini;i*an*e - Re4#rt
.ritin:- Ste4& in re4#rt .ritin - Da+#'t #; re4#rt - T+4e& #; re4#rt& - Ora1 4re&entati#n -
e3e*'ti9e &'))ar+ - )e*$ani*& #; .ritin re&ear*$ re4#rt - %re*a'ti#n& ;#r .ritin re4#rt -
N#r)& ;#r '&in Ta?1e&C *$art& an( (iara)& - A44en(i3:- n#r)& ;#r '&in In(e3 an(
Bi?1i#ra4$+.
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References
1. Ra# E.V.Re&ear*$ )et$#(& ;#r )anae)ent an( *#))er*e - &ter1in
,. Ii)'n(C B'&ine&& Re&ear*$ Met$#(&
6. >#na1( R.C##4er an( %a)e1a S.S*$in(1er - B'&ine&& Re&ear*$ Met$#(& - Tata M*Bra.
Hi11C ,007
4. Nare&$ E Ma1$#tra Marketin Re&ear*$: An A441ie( Orientati#nC %ear&#n E('*ati#nC 4t$
E(iti#nC ,004
5. Fi1kin&#n B$a(arkar - Met$#(#1#+ an( Te*$ni='e& #; S#*ia1 Re&ear*$ - Hi)a1a+a.
6. An(er&#n eta1 - A&&in)ent an( T$e&i& .ritin.
7. U)a SekaranC Re&ear*$ Met$#(& ;#r B'&ine&&C Fi1e+ %'?1i*ati#n&.
N#te : ,0J #; t$e ='e&ti#n& &$a11 ?e 4r#?1e)&
A0J #; t$e ='e&ti#n& &$a11 ?e t$e#r+ ?a&e(.
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6.1 INTERNATIONAD BUSINESS
UNIT - I
Introduction and Overview
Introduction and Overview : Introduction - The Globalization of the World Economy - The
Changing Nature of International Business - Diferences in International Business.
UNIT - II
Country Factors
National Diferences in Political Economy : Introduction - Political Systems - Economic Systems
- Legal Systems - The Determinants of Economic Development - States in Transition.
Diferences in Culture : Introduction - Social Structure - Religion - Language - Education -
Culture and the Workplace - Cultural Change - Cross-Cultural Literacy - Culture and
competitive Advantage.
UNIT - III
The Global Trade and Investment Environment
International trade Theory : Introduction - An Overview of Trade Theory - Mercantilism -
Absolute Advantage - Comparative Advantage - Heckscher-Ohlin Theory - The New Trade
Theory - National Competitive Advantage - Porter's Diamond.
The Revised Case for Free Trade - Development of the World - Trading System - WTO &
development of World trade - Regional grouping of countries and its impact.
UNIT - IV
Foreign Direct Investment : Introduction - Foreign Direct Investment in the World Economy -
Horizontal Foreign Direct Investment - Vertical Foreign Direct Investment. Benefts and
advantages to host and home countries.
The Global Monetary System
The Foreign Exchange Market : Introduction - The Functions of the Foreign Exchange Market.
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UNIT - V
The Strategy and Structure of International Business
The Strategy of International Business : Introduction - Strategy and the Firm - Profting from
Global Expansion - Pressures for Cost Reductions and Local Responsiveness - Strategic Choice.
Mode of Entry and Strategic Alliances : Introduction - Entry Modes - Selecting and Entry Mode
- Strategic Alliances - Making Alliances Work.
Exporting, Importing and Counter trade : Introduction - The Promise and Pitfalls of Exporting -
Improving Export Performance - Export and Import Financing - Export Assistance - Counter
trade.
References :
1. Hill.C.W., International Business : Competing in the Global market place, Irwin-McGraw
Hill, 1999.
2. Philip R.Cateora, International Marketing, Irwin McGraw Hill, 9th edn.
3. Shivaramu, International Business, Macmillan India.
4. Francis Cherunilam, International Business, Wheeler Publications.
5. Charles W.L., Hill, International Business, Irwin-McGraw Hill, 1998.
6.,. MANABEMENT IN"ORMATION SYSTEM
Unit I
Foundations of Information Systems: A framework for business users - Roles of Information
systems - System concepts - Organisation as a system - Components of Information Systems -
IS Activities - Types of IS.
Unit II
IS for operations and decision making: Marketing IS, Manufacturing IS, Human Resource IS,
Accounting IS and Financial IS - Transaction Processing Systems- Information Reporting
System - Information for Strategic Advantage.
Unit III
DSS and AI: DSS models and software: The decision making process - Structured, Semi
Structured and Unstrcutured problems; What if analysis, Sensitivity analysis, Goal-seeking
Analysis and Optimizing Analysis. Oberview of AI, Neural Networks, Fuzzy Logic Systems,
Genetic Algorithms - Expert Systems.
Unit IV
Managing Information Technology: Managing Information Resources and technologies - IS
architecture and management - Centralised, Decentralised and Distributed - EDI, Supply chain
management & Global Information technology Management.
Unit V
Security and Ethical Challenges: IS controls - facility control and procedural control - Risks to
online operations - Denial of service, spoofng - Ethics for IS professional - Societical challenges
of Information technology.
TEXT BOOKS
1. James A O'Brien,"Management Information Systems",Tata McGraw Hill, 4
th
Edition, 1999.
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2. Efy Oz, "Management Information Systems", Vikas Publishing House, Third Edition, 2002.
3. Kenneth C Laudon and Jane P Laudon, Management Information System, 9
th
Edition,
PHI, New Delhi, 2006.
4. Waman S Jawadekar , "Management Information System Text and cases", Third Editions,
Tata McGraw-Hill ,2007.
5. R.Srinivasan, Strategic Management, II
nd
edition, Prentice Hall of India, New Delhi.
6. M.Senthil, Management Information System, 2003.
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6.6. SADES AN> >ISTRIBUTION MANABEMENT
Unit I
Intr#('*ti#n t# &a1e& an( (i&tri?'ti#n )anae)entC Intr#('*ti#n E9a1'ati#n #; &a1e&
)anae)entC Nat're an( i)4#rtan*e #; &a1e& )anae)entC R#1e& an( &ki11& #; )#(ern &a1e&
)anaer&. Sa1e& #?@e*ti9eC &trateie&. E)erin tren(& in &a1e& )anae)ent. Dinkin &a1e& an(
>i&tri?'ti#n )anae)ent.
Unit II
%er&#na1 &e11in : %re4arati#n an( 4r#*e&&C T$e 4&+*$#1#+ in &e11inC T+4e& #; 4'r*$a&eC
E;;e*ti9e C#))'ni*ati#n &a1e& re1ate( )arketin 4#1i*ie&-%1annin &a1e& t#re *#&tin an(
?'(etin.
Unit III
E)eren*e an( *#)4#nent& #; )arketin *$anne1& T+4e&C "'n*ti#n&C Re1ati#n&$i4C
Retai1in an( .$#1e&a1in-Str'*t'reC #4erati#n an( &trateie&C %$+&i*a1 >i&tri?'ti#n-Str'*t're
an( &trateie&C C$anne1 )anae)ent %1annin (e&inin *$anne1 &+&te)&-#rani8in 4attern&.
A&&e&&in )arketin *$anne1 4er;#r)an*eC >i&tri?'ti#n.
Unit IV
C$anne1 an( Retai1& )anae)ent-C$anne1 )anae)ent ?+ .$#1e&a1er& an( Retai1er&
Retai1 ;#r)ete&- "ran*$i&e (e&inin an( )anae)ent Te1e )arketinC e-MarketinC E tai1inC
Retai1 )anae)ent I(enti;+in an( 'n(er&tan(in *#n&')er&-C$##&in a &t#re 1#*ati#nC
4ri*in an( ti)#n*ia1 )anae)ent E&ta?1i&$in an( )aintainin a retai1& i)ae. C'&t#)er
&er9i*e
Unit V
%$+&i*a1 >i&tri?'ti#n )anae)ent i)4#rtan*e #; 4$+&i*a1 (i&tri?'ti#nC D#i&ti*& &+&te)
ana1+&i& an( (e&inC Orani8ati#n an( *#ntr#1C R#1e an( i)4#rtan*e #; .are?e&inC .are$#'&e
T+4eC &i8eC N')?er.
Reference !//; -
1. Sa1e& an( (i&tri?'ti#n )anae)ent E''&$a E. $a9a1(arC Va&an( M*a9(e.
2. Marketin C$anne1& D#.ie&F. Se19i - A$1e 1. E1an&ar+ %renti*e Ha11C in(ia.
3. Retai1 Manae)ent A&tratei* a44r#a*$ Ben+ Ber)an - G#e1 E9an&
Ma*)i11anC Ne.+#rk.
4. %$+&i*a1 >i&tri?'ti#n MBT D#i&ti* A44r#a*$ E&anna $i)a1+a.
5. Stratei* Marketin C$anne1 MBT >#na1( B#.er&#&e - Bi31+ *##4er M* Bra.
Hi11 Internati#na1
6.4. %R OMOTION MANABEMENT
UNIT I PROMOTION MI3 5 PERSONAL SELLING
%r#)#ti#n Mi3 T##1&C Ste4& in C#))'ni*ati#n 4r#*e&&C "a*t#r& in (e*i(in 4r#)#ti#n
)i3. %er&#na1 &e11in - Sa1e& ;#r*e >e&in - #?@e*ti9e&C &trate+ &i3C &tr'*t're an( *#)4en&i#n.
%rin*i41e& #; %er&#na1 Se11in - Sa1e&)an&$i4C &te4& in &e11in 4r#*e&&C Ne#tiati#n - M#(e1&C
Strate+ - Ta*ti*&C C'&t#)er Re1ati#n&$i4 Manae)ent. E9a1'ati#n #; 4er&#na1 &e11in.
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UNIT II ADVERTISTING MANAGEMENT
MeaninC O?@e*ti9e&C I)4#rtan*eC C1a&&i;i*ati#n #; a(9erti&e)entC E*#n#)i* an( S#*ia1
E;;e*t& #; A(9erti&inC Orani&ati#n #; A(9erti&in >e4art)entC A(9erti&in Aen*+
Manae)entC Ca)4ain %1anninC A(9erti&in B'(et.
UNIT III ADVERTISING MEDIA MANAGEMENT
T+4e& - %rintC Ra(i#C TVC Cine)a O't(##r an( #t$er ;#r)& - A(9antae&C Di)itati#n&C
A9ai1a?i1it+C Me(ia Rate&C Me(ia %1annin an( S*$e('1in.
UNIT IV ADVERTISING CREATIVIT4
A(9erti&in C#4+.ritin ;#r %rint an( Br#a(*a&t Me(ia - %rin*i41e&C St+1e&C A(9erti&in
Vi&'a1i8ati#n an( >e&inC %r#('*ti#n #; %rintC Br#a(*a&t an( #t$er A(9erti&e)ent&C E9a1'ati#n
#; A(9erti&in.
UNIT V SALES PROMOTION AND PU!LIC RELATIONS
SALES PROMOTION
O?@e*ti9e&C T##1&C %1anninC I)41e)entati#n an( C#ntr#1C E9a1'ati#n #; Sa1e& %r#)#ti#n.
PU!LIC RELATIONS
O?@e*ti9e&C T##1&C Me(ia an( Me&&aeC E9a1'ati#n #; %'?1i* Re1ati#n&.
UNIT VI C,se An,6<sis
References
1. %r#)#ti#n Manae)ent - G#$n.G.B'rnett - AITBS.
2. A(9erti&in - T$e#r+ - %ra*ti*e - Vern#n "r+?'rer - AITBS.
3. A(9erti&in E3*e11en*e - B#9ee - T$i11 - M* Bra. Hi11 Internati#na1.
4. A(9erti&in an( %r#)#ti#n: An Interate( Marketin C#))'ni*ati#n& %er&4e*ti9e Be#re
E Be1*$ an( Mi*$ae1 E Be1*$C 6
t$
E(iti#nC TMHC ,006
5. Sa1e& %r#)#ti#n - T#n+ >akin.
6. Sa1e& %r#)#ti#n - G'1ian C'))in&.
7. S'**e&&;'1 Sa1e& %r#)#ti#n - %ran C$#.($r+ .et.a1. - Ma*Mi11an
8. Sa1e& Manae)ent - C'n(i;;C Sti1 - B#9ani %HI2%ear&#n.
9. %ra*ti*a1 %'?1i* Re1ati#n& - Sa) B1a*k - Uni9er&a1 B##k.
10. Manain %'?1i* Re1ati#n& - Br'nin an( H'nt - CBS C#11ee %'?1i&in.
6.5. E0%ORT MANABEMENT
AIM T# $e14 &t'(ent& a*='ire ;a)i1iarit+ #; t$e kn#.1e(e an( 4r#*e&& #; e34#rt an( i)4#rt
tra(e.
UNIT I E34#rt - )eanin - &*#4e - ;'n*ti#n& - R#1e #; e34#rt in e*#n#)i* (e9e1#4)ent -
%1annin ;#r e34#rt - )arket ana1+&i&:- )arket inte11ien*e an( )arket Re&ear*$ - )arket
&e1e*ti#n an( entr+ &trateie& ;#r e34#rt.
UNIT II Dea1 a&4e*t& #; e34#rt tra(e:- Internati#na1 1a.: %ri9ate Da. - Tran&4#rt *#ntra*t& -
%a+)ent an( *re(it - &ett1e)ent #; (i&4'te& - In(ian Da.&: E0IM 4#1i*+ - Da. re1atin t#
4a*kain - 4ri*in - A(9erti&in - (i&tri?'ti#n.
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UNIT III E34#rt ;inan*in: )et$#(& an( &#'r*e& #; e34#rt ;inan*e - Ter)& #; 4a+)ent ;#r
e34#rt - Detter #; *re(it - In&tit'ti#na1 ai( ;#r e34#rt ;inan*in: RBIC E0IM BankC ECBC -
*#))er*ia1 ?ank&. E34#rt 4ri*in: "a*t#r& in;1'en*in e34#rt 4ri*e - "#r)& #; 4ri*in - 4ri*in
a44r#a*$e& - Tran&;er 4ri*in - >')4in - Internati#na1 4ri*e ='#tati#n - In*#ter)&.
UNIT IV In(iaO& e34#rt 4er;#r)an*e - %r#?1e)& in e34#rt tra(e- E34#rt 4r#)#ti#n - Nee( -
E34#rt 4r#)#ti#n in In(ia:- In&tit'ti#na1 &'44#rt ;#r e34#rt 4r#)#ti#n - E34#rt 4r#)#ti#n
in*enti9e& -E%I - "TIC 100J EOUC E34#rt $#'&e&C Tra(in $#'&e& - Star Tra(in $#'&e& -
%r#@e*t an( *#n&'1tan*+ e34#rt.
UNIT V E34#rt %r#*e('re an( (#*')entati#n: E34#rt #r(er e3e*'ti#n - %r#('*t 4re4arati#n -
='a1it+ *#ntr#1 an( %re-&$i4)ent in&4e*ti#n - %a*$ain - ;rei$t ;#r.ar(er& - Car# in&'ran*e -
*'&t#)& *1earan*e& - >#*')entati#n %r#*e('re an( *1earin E34#rt ?i11&. I)4#rt %r#*e('re:-
I)4#rt 1i*en&in - Re41eni&$)ent 1i*en&e - A(9an*e i)4#rt 1i*en&e - %a&& ?##k &*$e)e - I)4#rt
#; *a4ita1 ##(&.
References
1. TAS Ba1a#4a1 - E34#rt )anae)ent - Hi)a1a+a
,. Var&$ne+ - Batta*$ar+a - Internati#na1 Marketin S'1tan*$an( - &#n&
6. "ran*i& *$ern)i1a) - Internati#na1 Tra(e an( E34#rt )anae)ent - Hi)a1a+a
4. B.S Rat$#r - E34#rt Manae)ent - Hi)a1a+a.
5. S. S$i9ara)' - E34#rt Marketin - Hi)a1a+a
6.6. CONSUMER BEHAVIOUR
UNIT I
C#n&')er Be$a9i#'r an( Marketin Strate+C nat're an( &*#4e #; C#n&')er
Be$a9i#'r. Market &e)entati#n an( C#n&')er Be$a9i#'r.
Dearnin - nat'reC *#n(iti#n& re1e9ant t# $i$ an( 1#. in9#19e)ent &trateie&C
*$ara*teri&ti*& an( t+4e& #; 1earninC Bran( 1#+a1t+C Bran( e='it+ - 1e9erae.
%er*e4ti#n - %r#*e&&C inter4retati#nC %er*e4ti#n an( )arketin &trate+. %er*e4t'a1
4r#*e&& an( ?'+in ?e$a9i#'r.
%er*e4ti#n - E1e)ent&C G'&t n#ti*e a?1e (i;;eren*e - it& a441i*ati#n t# C#n&')er
Be$a9i#'rC %er*e4t'a1 #rani8ati#n an( (e;en&eC *#n&')er i)aer+.
UNIT - II
M#ti9ati#n - Nat'reC )#ti9ati#na1 &trateie&C t$e#rie& an( t$eir re1e9an*eC )arketin
&trateie& ?a&e( #n )#ti9ati#na1 *#n;1i*t.
%er&#na1it+ - %&+*$#-ana1+ti*a1 ne#-"re'(ian an( &#*ia1 a44r#a*$e& t# 4er&#na1it+
'n(er&tan(in *#n&')er (i9er&it+C Bran( 4er&#na1it+C Se1; an( &e1; i)ae.
UNIT - III
Attit'(e ;#r)ati#n - *$ane - Tri*#)4#nent an( &tr'*t'ra1 )#(e1& #; attit'(e&C
&#'r*e& #; attit'(e ;#r)ati#nC &trateie& #; attit'(e *$aneC *#niti9e (i&&#nan*eC attri?'ti#nC
&e1; 4er*e4ti#n t$e#rie&C "##t in t$e (##r 4$en#)en#n.
Br#'4& - t+4e&C Ce1e?ritie&C "a)i1+C S#*ia1i8ati#n #; ;a)i1+ )e)?er&C "'n*ti#n #;
;a)i1+C "a)i1+ (e*i&i#n-)akin an( *#n&')4ti#n - re1ate( r#1e&C "a)i1+ 1i;e *+*1e.
UNIT - IV
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C'1t're- Nat're - C$ara*teri&ti*& - Mea&'re)entC S'?-*'1t're& Nati#na1it+C aeC
e#ra4$i*C Rei#na1 an( Se3C S'?*'1t'ra1 intera*ti#n.
Cr#&& *'1t're : Internati#na1 4er&4e*ti9e *r#&& *'1t'ra1 *#n&')er ana1+&i&C
M'1tinati#na1 &trateie&C Cr#&& *'1t'ra1 4&+*$#ra4$i* &e)entati#n )arketin )i&take&
'n(ertakin (i;;eren*e&.
UNIT - V
O4ini#n 1ea(er&$i4 - 4r#*e&&C >+na)i*&C )#ti9ati#n an( #4ini#n 1ea(er&$i4C
Mea&'re)ent an( *#r4#rate &trate+ #; #4ini#n 1ea(er&$i4.
Inn#9ati#nC C$ara*teri&ti*&C T+4e&C %r#;i1e #; *#n&')er inn#9at#rC >i;;'&i#n #;
inn#9ati#nC A(#4ti#n 4r#*e&&.
References
1. E'r(erC C#n&')er Be$a9i#'rC %HI2%ear&#n.
,. S*$i;;)an.D.B. - Eanak.D.D.C C#n&')er Be$a9i#'rC %HI2%ear&#n.
6. D#'(#n.>C C#n&')er Be$a9i#'rC C#n*e4t& - A441i*ati#n&C A1?ert Bi'ttaC M*Bra. Hi11.
4. Ine1C R#er - B1a*k.e11C C#n&')er Be$a9i#'r.
4.1. STRATEBIC MANABEMENT : IN>IAN AN> BDOBAD CONTE0T
O89ecti:es : St'(ent& are e34e*te( t# interate t$eir kn#.1e(e aine( in 9ari#'& ;'n*ti#na1
area& t# )ake ?'&ine&& (e*i&i#n&C ;r#) t$e enera1 )anaerO& 4#int #; 9ie. in t$e 1#?a1 an(
In(ian *#nte3t.
Tea*$in an( E3a)inati#n: St'(ent& are e34e*te( t# kee4 a?rea&t #; t$e *#nte)4#rar+ ?'&ine&&
4ra*ti*e& ?+ rea(in t$e ?'&ine&& 4ra*ti*e& ?+ rea(in t$e ?'&ine&& )aa8ine& an( )anae)ent
@#'rna1&.
Ca&e &t'(ie&C a441i*ati#n 4r#@e*t Se)inar& an( r#'4 e3er*i&e& .i11 &'441e)ent t$e *1a&&
1e*t're&.
Unit I
C#r4#rate Stratei* %1annin - Mi&&i#n - Vi&i#n #; t$e ;ir) - >e9e1#4)entC )aintenan*e an( t$e
r#1e #; 1ea(er - Hierar*$a1 1e9e1& #; 41annin - Streai* 41annin 4r#*e&&. Stratei* )anae)ent
%ra*ti*e in In(ia. C#)4etiti9e a(9antae #; Nati#n& an( it& i)41i*ati#n #n In(ian B'&ine&&.
Unit II
En9ir#n)ent Ana1+&i& - Interna1 Ana1+&i& #; "ir):
Benera1 en9ir#n)ent &*anninC *#)4etiti9e - en9ir#n)ent ana1+&i& - t# i(enti;+ #44#rt'nitie& -
t$reat - A&&e&&in interna1 en9ir#n)ent t$r#'$ ;'n*ti#na1 a44r#a*$ an( 9a1'e *$ain - i(enti;+in
*riti*a1 &'**e&& ;a*t#r& - t# i(enti;+ t$e &trent$ - .eakne&& - SFOT a'(it - *#re *#)4eten*e -
St#*k$#1(er&O e34e*tati#n&C S*enari#-41annin - in('&tr+ ana1+&i&.
Unit III
Str,te*< #/r.)6,ti/n
Beneri* &trateie& - Bran( &trateie& - Strateie& #; 1ea(in In(ian *#)4anie& - T$e r#1e #;
(i9er&i;i*ati#n - 1i)it& - )ean& an( ;#r)&. Stratei* )anae)ent ;#r &)a11 #rani&ati#n&C n#n-
4r#;it #rani&ati#n& an( 1are )'1ti 4r#('*t an( )'1ti41e )arket #rani&ati#n&.

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Unit IV
T//6s /f Str,te*< P6,nnin* ,n+ e:,6),ti/n :
C#)4etiti9e *#&t (+na)i*& - e34erien*e *'r9e - BCB a44r#a*$ - *a&$ ;1#. i)41i*ati#n -IA-BS
)atri3 - A.>.Ditt1e& Di;e-*+*1e a44r#a*$ t# &tratei* 41annin - B'&ine&& 4#rt;#1i# ?a1an*in -
A&&e&&)ent #; e*#n#)i* *#ntri?'ti#n #; &trate+ - Stratei* ;'n(& 4r#ra))in.
Str,te*< i.06ic,ti/n 5 C/ntr/6 :
Vari#'& a44r#a*$e& t# i)41e)entati#n #; &trate+ - Mat*$in #rani&ati#n &tr'*t're .it$ &trate+
- 7S )#(e1 - Stratei* *#ntr#1 4r#*e&& - >' %#ntO& *#ntr#1 )#(e1 an( #t$er :'antitati9e an(
:'a1itati9e t##1& - Ba1an*e( &*#re *ar( - M.%#rterO& a44r#a*$ ;#r B1#?a1i&ati#n - "'t're #;
Stratei* Manae)ent.
References :
1. %ear*e - R#?in&#nC Stratei* Manae)entC A11 In(ian Tra9e11#r& N >.
2. A.C.Ha3 an( NSC Stratei* Manae)ent: An Interati9e %er&4e*ti9eC Ma@i;'C %renti*e Ha11.
3. Mi*$ae1 %#rterC C#)4etiti9e &trateie&.
4. G#$n A %ear*e II an( Ri*$ar( B R#?in&#nC KStratei* Manae)ent: "#r)'1ati#nC
I)41e)entati#n an( C#ntr#1LC H
t$
E(iti#nC TMHC ,007
5. Mi*$ae1 %#rterC C#)4etiti9e A(9antae #; Nati#n&.
6. Sa)'1 C. Cert# an( G.%a'1 %eterC Stratei* Manae)entC Se*#n( E(n. C#n*e4t& -
A441i*ati#nC M*Bra. Hi11.
7. Bre#r+ B.>e&& an( A1e3 Mi11erC Stratei* Manae)entC M*Bra. Hi11.
8. Berr+ G#$n&#n - Ee9an &*$#1e&C E341#rin C#r4#rate Strate+: Te3t - Ca&e&C %renti*e Ha11
In(ia.
9. Ga'*$.D.C Ra@i9e B'4ta - Fi11ia).".B1'e*kC B'&ine&& %#1i*+ an( Stratei* Manae)entC
"rank Br#&-C#.C ,006.
10. "re( R.>a9i(C Stratei* Manae)ent C#n*e4t& - Ca&e&C %ear&#nC ,006.
11. R.Srini9a&anC Stratei* Manae)entC II e(iti#nC %renti*e Ha11 #; In(iaC Ne. >e1$i.
4.,. BRAN> MANABEMENT
UNIT I
C#n*e4t #; a ?ran( E9#1'ti#nC 4er&4e*ti9e&C anat#)+C t+4e& #; ?ran( na)e&C ?ran(
na)e a&&#*iati#n&C Bran(& V& %r#('*t&C A(9antae& #; Bran(& t# *#n&')er& - ;ir)&. Bran(
e1e)ent&: C#)4#nent& - *$##&in ?ran( e1e)ent&C Bran(in *$a11ene& - #44#rt'nitie&.
UNIT II
Bran( 4#&iti#nin Ba&i* *#n*e4t& a1ternati9e& ri&k& Bran(& - *#n&')er&
Strateie& ;#r 4#&iti#nin t$e ?ran( ;#r *#)4etiti9e a(9antae %#int& #; 4arit+ %#int& #;
(i;;eren*e - B'+in (e*i&i#n 4er&4e*ti9e& #n *#n&')er ?e$a9i#'rC B'i1(in a &tr#n ?ran(
Met$#( - i)41i*ati#n&.
UNIT III
Bran( I)aeC i)ae (i)en&i#n&C ?ran( a&&#*iati#n& - i)aeC Bran( i(entit+
4er&4e*ti9e&C 1e9e1&C an( 4ri&)&. Manain Bran( i)ae &tae& ;'n*ti#na1C &+)?#1i* -
e34erientia1 ?ran(&. Bran( E='it+ S#'r*e& #; E='it+. Bran( E='it+ )#(e1&C Bran( a'(it&.
Bran( D#+a1t+ - *'1t ?ran(&.
UNIT IV
De9erain Bran(& Bran( e3ten&i#n&C e3ten(i?i1it+C )erit& - (e)erit&C Dine e3ten&i#n&C
1ine tra4 C#-?ran(in - Di*en&in Bran(&. Rein;#r*in an( Re9ita1i&ati#n #; Bran(& nee(C
)et$#(&C Bran( Ar*$ite*t're 4r#('*tC 1ineC raneC ')?re11a - &#'r*e en(#r&e( ?ran(&. Bran(
%#rt;#1i# Manae)ent.
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UNIT V
Bran( 9a1'ati#n Met$#(& #; 9a1'ati#nC i)41i*ati#n& ;#r ?'+in - &e11in ?ran(&.
A441i*ati#n& Bran(in in('&tria1 4r#('*t&C &er9i*e& an( Retai1er& B'i1(in Bran(& #n1ine.
In(iani&ati#n #; "#rein ?ran(& - takin In(ian ?ran(& 1#?a1 i&&'e& - *$a11ene&.
Reference
1. Ee9in Dane Ee11erC Stratei* Bran( Manae)entC %HI2%ear&#nC Ne. >e1$i.
2. Ea4;ererC Stratei* Bran( Manae)entC E#an %aeC Ne. >e1$i.
3. Har&$ Var)aC Bran( Manae)entC E3*e11 B##k&C Ne. >e1$i.
4. Ma@')(arC %r#('*t Manae)ent in In(iaC %HI.
5. Sen'4taC Bran( %#&iti#ninC Tata M*Bra. Hi11.
6. Ra)e&$k')arC Manain In(ian Bran(&C Vika&.
7. C$an(ra&ekarC %r#('*t Manae)entC Hi)a1a+a.
4.6. RURAD MAREETINB
UNIT I
R'ra1 E*#n#)+-%#1i*+ inter9enti#n&C re;#r)& >ian#&i& *$a11ene& t# In(ian Marketer.
UNIT - II
R'ra1 Marketin - intr#('*ti#nC nat're an( attra*ti9ene&&C r'ra1 9& 'r?an Marketin.
UNIT - III
Se1e*tin an( Attra*tin )arket& - intr#('*ti#n Se)entati#n C#n*e4tC (ereeC
'i(e1ine& an( ?a&e&C Taretin an( %#&iti#nin.
UNIT - IV
%r#('*t Strate+ - Intr#('*ti#nC C1a&&i;i*ati#nC Sini;i*an*eC S*#4e. %r#('*t Mi3C
C#)4etiti9e 4r#('*t &trateie&. %ri*in &trate+ Intr#('*ti#nC C#n*e4t&C Sini;i*an*eC
O?@e*ti9e& 4#1i*+.
UNIT - V
%r#)#ti#n Strate+ - intr#('*ti#nC e341#rinC Taret a'(ien*eC >e&ininC C#)4ari&#n
>i&tri?'ti#n &trate+ -intr#('*ti#nC *$anne1& #1(C ne.C 4ra)ati*C a44r#a*$e& *#9erin &trate+.
References
1. Eri&$na)a*$ar+a1' - Da1it$aC R'ra1 MarketinC %ear&#n E('*ati#nC ,00,.
,. Ra)ki&$enC Ne. %er&4e*ti9e& #n R'ra1 MarketinC Gai*# B##k&C ,00,.
6. B#4a1a&.a)+C R'ra1 MarketinC F$ee1er %'?1i&$in.
4.4. SERVICES MAREETINB
UNIT I Ser9i*e& Marketin - )eanin - nat're #; &er9i*e& - T+4e& an( i)4#rtan*e -
Re1ati#n&$i4 )arketin - Mi&&i#nC &trate+C e1e)ent& #; (e&inC )arketin 41an )arket
&e)entati#n.
UNIT II Marketin )i3 (e*i&i#n&:- 'ni='e ;eat're& #; (e9e1#4inC 4ri*inC 4r#)#tin an(
(i&tri?'tin &er9i*e& - %#&iti#nin an( (i;;erentiati#n& &trateie&C ='a1it+ #; &er9i*e in('&trie& -
A*$ie9e)ent an( )aintenan*eC *'&t#)er &'44#rt &er9i*e-
UNIT III Marketin #; $#&4ita1it+ :- %er&4e*ti9e& #; T#'ri&)C H#te1 an( Tra9e1 &er9i*e& -
Air1ine&C Rai1.a+C %a&&ener an( B##(& Tran&4#rt - Dei&&'re &er9i*e&.
UNIT IV Marketin #; "inan*ia1 &er9i*e& :- C#n*e4t - "eat're& #; BankinC In&'ran*eC Dea&eC
M't'a1 "'n(C "a*t#rinC %#rt;#1i# an( ;inan*ia1 inter)e(iar+ &er9i*e&.
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UNIT V Marketin #; N#n-%r#;it Orani&ati#n& :- Ser9i*e& #;;ere( ?+ *$aritie& - E('*ati#na1
&er9i*e - )i&*e11ane#'& &er9i*e& - %#.er an( Te1e*#))'ni*ati#n.
References
Services Marketing - S.M.Jha - Himalaya Publishing Company 1998, Mumbai.
1. Ser9i*e& Marketin - In(ian e34erien*e& - Ra9i&$ankar - S#'t$ A&ia %'?1i*ati#n 1HHAC >e1$i.
2. Ser9i*e& Marketin: Interatin C'&t#)er "#*'& a*r#&& t$e "ir) Va1arie A Ieitna)( an(
Mar+ G# Bit)erC 6
r(
E(iti#nC TMHC ,006.
3. Ser9i*e& Marketin - Te3t - Rea(in& - %.E. Sin$a - S.C.Sa$## - Hi)a1a+aC M')?ai.
4. E&&en*e #; Ser9i*e& Marketin - A(rian %+ne - %renti*e Ha11 #; In(iaC Ne. >e1$i.
5. Ser9i*e& Marketin - D#9e1#*k - %renti*e Ha11
6. Ser9i*e& Marketin - Geit$a)1 - I.S.E.
7. Ser9i*e& Marketin - B#'&a19e& - %renti*e Ha11
8. Ser9i*e& Marketin - %rin*i41e& - %ra*ti*e - %a1)erC %renti*e Ha11.
9. Ser9i*e& Marketin - F##(r';;e - M*Mi11an.
10. Ra9i S$ankarC Ser9i*e& MarketinC E3*e1C ,000.
4.5. MAREETINB RESEARCH
Unit I
Intr#('*ti#n an( Ba&i* C#n*e4t& #; Marketin Re&ear*$: Nat're an( S*#4e #; Marketin
Re&ear*$-Di)itati#n&-)arketin in;#r)ati#n &+&te)-Marketin >e*i&i#n &'44#rt &+&te)-T+4i*a1
A441i*ati#n& #; )arketin Re&ear*$-C#n*e4t re&ear*$-%r#('*t Re&ear*$ 4ri*in re&ear*$ an(
A(9erti&in Re&ear*$-Et$i*a1 C#n&i(erati#n& in )arketin re&ear*$ E)erin i&&'e&-Marketin
Re&ear*$ in Internet Era.
Unit II
T$e Marketin Re&ear*$ 4r#*e&& an #9er9ie.: In;#r)ati#n nee(->e;inin t$e #?@e*ti9e&-
Re&ear*$ >e&in- E341#rat#r+C >e&*ri4ti9e an( *a&'a1 >e&inin. Re&ear*$ Met$#(#1#+C
Te*$ni='e&-S4e*ia1i8e( te*$ni='e&-41an ;#r &a)41in-;ie1( .#rk ana1+&i& an( 4re&entati#n.
Unit III
Re&ear*$ )et$#(& an( (e&in: S#'r*e& #; &e*#n(ar+ (ata->i&a(9antae& #; &e*#n(ar+
(ata-E341#rat#r+ an( *#n*1'&i9e Re&ear*$- )a@#r ='a1itati9e te*$ni='e&->e4t inter9ie.-"#*'&
r#'4-4r#@e*ti9e te*$ni='e&-9a1i(it+ #; re&ear*$ E34eri)ent an( te&t )arketin.
Unit IV
>e&inin ='e&ti#nnaire& ;#r )arket Re&ear*$-T+4e& #; :'e&&inatin -4'r4#&e an(
&e='en*in #; ='e&ti#nnaire&. Ba&e( an( 1ea(in ='e&ti#nnaire& &*a1e& #; )ea&'re)ent
C#n&')er Re&ear*$ : Nat're an( i)4#rtan*e #; *#n&')er attit'(e& )#ti9ati#n
Re&ear*$ an( )ea&'rin *#n&')er &ati&;a*ti#n.
Unit V
Ana1+&i& an( 4re&entati#n #; (ata- >ata 4r#*e&&in-Ana1+&i& an( E&ti)ati#n-E(itin-
C#(in-Ta$i1ati#n-C#)4'ter 4r#*e&&in->ata-Mea&'re)ent #; *entra1 ten(en*+ )ea&'re)ent #;
(i&4er&i#n-Uni9ariate ana1+&i&-Te&tin H+4#t$i& -Bi9ariate ana1+&i&-M'1ti9ariate ana1+&i&-
Inter4retati#n an( Re4#rt Un&itin.
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Reference !//; -

1. Marketin Re&ear*$ Te&t an( Ca&e& Ra@en(ra Nar'r(karC T$e M*Bra. Hi11 C#)4an+.
2. Marketin Re&ear*$ B.C. Beri T$e M*Bra. C#)4anie&.
3. Market Re&ear*$ C#n*e4t an( Ca&e& >an#1( R. C##4er . S*$in(er
Marketin Re&ear*$ B#+( .e&t ;a11 an( S. Tra&$ a11 In(ia Tra9e11er B##k &e11er.
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