STRATEGIC MANAGEMENT

Module I: Introduction
Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy
Development, Levels of Strategy, Competitive scope and value chain

Module II: Strategic Analysis

Mission, Vision and Business Definition, Environmental Threat and Opportunity Profile (ETOP), Industry
Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental analysis
and dealing with uncertainty, scenario analysis and SWOT Analysis.

Module III: Strategic Choice

Traditional Approach - Strategic Alternatives, Various models like BCG, GE Nine Cell Matrix, Hofer’s Model,
Strickland’s Grand Strategy Selection Matrix, Basis of Choice; Michael Porter’s Approach - Generic
competitive strategies, Cost advantage, differentiation, technology and competitive advantage, substitution,
competitor, complementary products and competitive advantage, strategic vision vs. strategic opportunism,
Coevolving and patching.

Module IV: Offensive and Defensive Competitive Strategies

Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of
offensive strategies.

Module V: Strategic Implementation

Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard – Concepts and
applications in strategy implementation.

Text & References:

Text:
• Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill.
• Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business School
Press.

References:
• Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & Distributors.
• Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
• Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
• Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
• Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill

BUSINESS COMMUNICATION - III

Module I: Non - Verbal Communication
Principles of non- verbal communication
Kinesics
Proxemics
Paralanguage and visible code

Module II: Speaking Skills

Pronunciation drills (Neutralizing regional pulls)
Conversational English
Guidelines to an effective presentation

Module III: Interviews and GDs

Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.
 Text & References:

• Business Communication, Raman – Prakash, Oxford

• Business Communication for Managers: An Advanced Approach, Penrose, Thomson
• Business Communication, Krizan, Thomson
• Understanding Human Communication,9/e, Adler R Oxford

BEHAVIOURAL SCIENCE - III

(LEADING THROUGH TEAMS)

Module I: Teams: An Overview

Team Design Features: team vs. group
Effective Team Mission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles

Module II: Team & Sociometry

Patterns of Interaction in a Team
Sociometry: Method of studying attractions and repulsions in groups
Construction of sociogram for studying interpersonal relations in a Team

Module III: Team Building

Types and Development of Team Building
Stages of team growth
Team performance curve
Profiling your Team: Internal & External Dynamics
Team Strategies for organizational vision
Team communication

Module IV: Team Leadership & Conflict Management

Leadership styles in organizations
Self Authorized team leadership
Causes of team conflict
Conflict management strategies
Stress and Coping in teams

Module V: Global Teams and Universal Values

Management by values
Pragmatic spirituality in life and organization
Building global teams through universal human values
Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc.

Module VI: End-of-Semester Appraisal

Viva based on personal journal
Assessment of Behavioural change as a result of training
Exit Level Rating by Self and Observer

Text & References:

• Organizational Behaviour, Davis, K.

• Hoover, Judhith D. Effective Small Group and Team Communication, 2002,Harcourt College Publishers
• LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New Delhi
• Dick, Mc Cann & Margerison, Charles: Team Management, 1992 Edition, Viva books
• J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996);
Pfeiffer & Company
• Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College
Publishers
 SPANISH – III
Module I
Revision of earlier semester modules
Set expressions (idiomatic expressions) with the verb Tener, Poner, Ir….
Weather

Module II
Introduction to Gustar…and all its forms. Revision of Gustar and usage of it

Module III
Translation of Spanish-English; English-Spanish. Practice sentences.
How to ask for directions (using estar)
Introduction to IR + A + INFINITIVE FORM OF A VERB

Module IV
Simple conversation with help of texts and vocabulary
En el restaurante
En el instituto
En el aeropuerto

Module V
Reflexives

Text & References:

• Español, En Directo I A
• Español Sin Fronteras -Nivel Elemental

ADVANCED SALES MANAGEMENT

Module I: Nature, role and importance of Sales Management
Evolution of Sales Management to modern day, Nature and importance of Sales Management, Emerging trends in
Sales Management, Selling Situations and Selling Skills, Negotiation & Problem Solving

Module II: Managing Sales Information & Process

Strategic Planning for Sales, Forecasting Marketing Demand, Forecasting Approaches, Buying Situations and the
Sales Process

Module III: Management of Sales Territories and Sales Quotas

Sales Territories –size & design, Sales Quota –Type, Method & Problem

Module IV: Organising & Staffing Salesforce

Size of the Salesforce, Planning the Recruitment, Selection of a Salesperson

Module V: Training, Motivation & Compensation of Salesforce

Managing the Sales Training Process, Motivating the Salesforce, Compensating the Salesforce, Controlling &
Evaluating the Salesforce

Module VI: Emerging Trends in Advanced Selling

Integrating Sales with Other functions of Management, The Ten Commandments of Effective selling, Making and
Retaining Customers for Lifetime, Latest emerging trends and practices to be discussed.

Text & References:

Text:
• Sales Management By Tanner , Honeycutt, Erffmeyer , Pearson Education

References:
• Sales Management-E Cundiff and N Govini 5th Edition. Prentice Hall of India.
• Sales and Distribution Management- Tapan Panda and Sunil Sahadev, Oxford, 2007
• Smart Selling, Christopher Power.
• What makes a good salesman, David Mayer and H M Greenberg.
• Management of Sales force, Stanton, Bursnick and Spiro
• Sales and Distribution Management-KK Havaldar and VM Cavale,2008. T M Hill

ADVERTISING AND SALES PROMOTION

Module I: Advertising Introduction

Advertising defined – Nature, Scope, Types & Limitations of Advertising.
Role of advertising in Marketing Mix.
Advertising as industry.
Advertising agencies – Client Agency relationships

Module II: Setting Advertising Domain

Setting Advertising objectives, Sales as an advertising objectives, DAGMAR Approach.
Setting advertising budgets – Methods and factors, advertising and positioning.
Process of developing Ad Campaign.

Module III: Creative and Media Strategy

Creative Strategy, Message designing – Style, Tone, Theme & Appeal.
Developing story board and finalizing message structure, format, content.
Media strategy – Factors of Media, types & levels of media planning. Process of Media planning.

Module IV: Advertising Evaluation

Pretest – Types of various Pretest Methods.
Post-test – Various Tools & Applications.

Module V: Sales Promotion

Concepts, Nature, Benefits and Limitation of Sales Promotion.
Types of sales Promotion Tools – Dealer Promotion , Consumer promotion and sales incentives.
Developing Sales Promotion Campaign.

Module VI: Emerging Trends

Integrating the concepts with other functions of Management
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

Text & References:

Text:
• David Aaker, Advertising Management, Myers and Batra

References:
• Magazines, A&M, Brand Equity, Business World
• Wright, Winter, Ziegler, Advertising
• David Ogilvy, Trout and Ries, Advertising
• Sandage, Fryburger, Ratroll, Advertising Theory & Practice
• SL Gupta, Advertising & Sales promotion, S Chand Publication.
 INDUSTRIAL MARKETING

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

Module II
The strategic perspective in industrial marketing, the GE matrix, Michael Porter’s generic options theory, economies
of scale Vs economies of scope. Case Discussion.

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

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

Text & References:

Text:
• M. Hill, Ralph S Alexander and James C Cross, Industrial Marketing by Richard.

References:
• Michael D Hutt and Thomas W Speh, Industrial Marketing Management: A strategic view of business markets
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India.

SERVICES MARKETING
Module I: Overview of services
Concept of Services, services environment, Service models, classification of service industry, Growth of service
industries, Characteristics of services: The 4 I’s of services, Classification of services.

Module II
Managing knowledge in a service firm (Marketing research). Buying behaviour of the service consumer family life
cycle and services consumptions. Multi attribute model to understand consumer attitudes.

Module III: Marketing Mix for Services

Product, Price of services, service channels and distribution, developing the service communication mix. Physical
Evidence and process in services: service-scapes, the service delivery process. Service blueprint components.

Module IV: Customer Retention through CRM

Understanding customer expectations, Fundamentals of customer satisfaction, Understanding customer service,
Monitoring and measuring customer satisfaction, Customer Retention: Complaint Handling and Service Recovery,
Customer Loyalty. Life time value of customer

Module V: Service Quality: Assessment and improvement of service delivery

Definition and measurement of customer satisfaction. Definition and measurement of service quality. GAP model,
SERVQUAL.
Impact of technology in enhancing service competitiveness

Text & References:

Text:
• C Bhattacharjee: Services Marketing, Excel Books

References:
• Lovelock, Christopher & Wirtz Jochen, 2004, Services Marketing, Pearson Education
• Woodruffle, Helen, Services Marketing, Macmilan Publishing
• Kertz, David L, & Clow, Kenneth. E, 2004, Services Marketing, Biztantra Publishers

RURAL AND AGRICULTURAL MARKETING

Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of marketing,
profiles of urban/ customers and differences in their characteristics.

Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution and
trade management.

Module III
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.

Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques for
rural markets.

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

Module VI
Rural Market research and market information system and a glimpse of the future of rural marketing.

Module VII
Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, DCM Haryali

Text & References:

Text:
• Pradeep Kashyap & Siddhartha Raut, The Rural Marketing Book, , Biztantra

References:
• TP Gopalaswamy, Rural Marketing,
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India
 ENTREPRENEURSHIP AND NEW VENTURES
Module I: Concept of an entrepreneur and Entrepreneurship
The entrepreneur’s role, task and personality, A typology of entrepreneurs: Defining survival and success,
Entrepreneurship as a style of management, The entrepreneurial venture and the entrepreneurial organization

Module II: Setting New Venture

Making business Plan, Cost Benefit Analysis, Feasibility Analysis, Report Writing for business

Module II: Choosing a direction, opportunity recognition and entry strategies

New product, Franchising, Sponsorship and Acquisition, The strategic window of opportunity: scanning, positioning
and analyzing, Intellectual Property creation and protection.

Module III: Gaining commitment

Gathering the resources, the business plan as an entrepreneurial tool, Financial Projections and planning, Debt,
venture capital and other forms of financing, Sources of external support, Developing entrepreneurial marketing:
Competencies, networks and frameworks

Module IV: Closing the window: sustaining competitiveness

Maintaining competitive advantage, The changing role of the entrepreneur: mid career dilemmas, Harvesting
Strategies versus Go for Growth.

Text & References:

Text:
• Lynne Milgram - Managing Smart, Prentice Hall.

References:
• Allen, Foster – Entrepreneurship for Dummies, IDG Books Worldwide.
• Burton and Bragg – Accounting and Finance for your Small Business, John Wiley and Sons, New York
• Cook Michelle & Cook Curtis - Competitive Intelligence, Kogan Page.
• Peter Krass – Book on Entrepreneur’s Wisdom, John Wiley.
• West Chris - Competitive Intelligence, Polgrave Publications.