MBA - Syllabus For Specialisation Courses

Vijayanagara Sri Krishnadevaraya University
Jnana Sagara, Ballari
Department of Studies in Management
Syllabus for Master of Business Administration (MBA)

for Specialisation Papers offered in III and IV Semesters
With Effect from the Academic Year 2016-17

Master of Business Administration
Course Structure of III and IV Semesters
Third Semester
Sl. Teaching Workload
Title of the Papers Credits Marks
(Hours per Week)
No.
L P/S/F1 Total CAM SEEM Total
1. Entrepreneurship Development 1 2 2 2 25 25 50
2. Business Laws 2 2 3 3 50 50 100
3. International Business 1 2 2 2 25 25 50
4. Elective – 1 2 2 3 3 50 50 100
Specialisation Stream - I
5. Elective – 2 2 2 3 3 50 50 100
6. Elective – 1 2 2 3 3 50 50 100
Specialisation Stream - II
7. Elective – 2 2 2 3 3 50 50 100
Total 12 14 19 19 300 300 600
Fourth Semester
1. Strategic Management 3 2 4 4 50 50 100
2. Project Management 2 2 3 3 50 50 100
3. Elective – 3 2 2 3 3 50 50 100
Specialisation Stream – I
4. Elective – 4 2 2 3 3 50 50 100
5. Elective – 3 2 2 3 3 50 50 100
6. Elective – 4 2 2 3 3 50 50 100
7. Project Report - 8 4 4 - 1002 100
Total 13 20 23 23 300 400 700
Notes:
1. Two hours of P/S/F is equivalent to one hour of lecture.
2. The Project Report is to be evaluated for 50 marks and Viva – Voce on Project Report is to
be conducted by the BoE for 50 marks.
3. Expansion of abbreviations:
L Lecture
P Practical
S Seminar
F Field work
CAM Continuous Assessment Marks
SEEM Semester-End Examination Marks
4. Each student has to select two specialization streams and she/he has to study two
papers in third and fourth semesters in each of the specialization stream selected.
Specialisation Streams selected in the third semester shall be continued in the fourth
semester.
Course Structure of III Semester
Third Semester
(Hours per Week)
No.
L P/S/F Total CAM SEEM Total
1. Entrepreneurship Development 1 2 2 2 25 25 50
2. Business Laws 2 2 3 3 50 50 100
3. International Business 1 2 2 2 25 25 50
4. Elective – 1 2 2 3 3 50 50 100
Specialisation Stream - I
5. Elective – 2 2 2 3 3 50 50 100
6. Elective – 1 2 2 3 3 50 50 100
7. Elective – 2 2 2 3 3 50 50 100
Total 12 14 19 19 300 300 600
Note: Each student has to select two specialization streams and she/he has to study two
papers in third and fourth semesters in each of the specialization stream selected.
Specialisation Streams selected in the third semester shall be continued in the fourth
semester.
MBA III - Semester
Specialisation Streams and Papers
Sl. No. Title of the Papers
Financial Management
1 Financial Services
2 International Financial Management
3 Advance Financial Management
4 Security Analysis and Investment Management
5 Mergers, Acquisitions and Corporate Restructuring
6 Financial Markets and Institutions
Human Resource Management
1 Human Resource Development
2 Performance Management
3 Training and Development
4 Knowledge Management
5 Management of Industrial Relations
6 Compensation Management and Employee Welfare Laws
Marketing Management
1 Industrial Marketing
2 Services Marketing
3 Product and Brand Management
4 Consumer Behaviour
5 Advertising Management
6 Rural Marketing
Note: Each student has to select two specialization streams and she/he has
to study two papers in third and fourth semesters in each of the
specialization stream selected. Specialisation Streams selected in the third
semester shall be continued in the fourth semester.
Specialisation Stream: Financial Management
(Students who are interested in the area of Financial Management have to select
two papers amongst the following papers in the third semester)
1. FINANCIAL SERVICES
______________________________________________________________________________
Credits: 03
Course workload: 3 hours per Week (2 hours of theory and 2 hours of practical)
Evaluation: Continuous Internal Assessment - 50 marks
Semester-end Examination - 50 marks
Objective: To acquaint the students with the concepts of financial services and give them the
practical exposure.
Pedagogy: Lectures, Case Study, Group Discussion and Seminars.
Module 1: Introduction - Contemporary financial services - major types and uses, the role of
financial instruments in creating financial services, institutions and innovations in the provision
of financial services, regulations of financial services - rationale, laws and issue.
Module 2: Merchant Banking - Overview of merchant banking activities, regulation and

structure of merchant banking industry - innovation in merchant banking, Issue management -
Pre-issue management, Post issue management, under writing, right issue, using secondary
market for providing liquidity to corporate.
Module 3: Corporate Advisory Services - Loan syndication, offshore fund arrangements route
for fund raising in international markets, leveraged - buyouts, buy back of shares, book building,
corporate takeover s, financial engineering and innovations, custodial and depository services.
Module 4: Venture Capital and Credit Rating - Introduction, regulatory environment – an

important vehicle of credit delivery - venture capital investment process, evaluation criteria.
Credit rating - meaning, credit rating agencies, rating methodology and process, rating symbols.
Module 5: Other financial services - An overview o f Factoring and Forfeiting, Bill

discounting, Housing finance, Real estate investment and financing, Insurance services,
Securitization and Consumer finance
Suggested Materials
Books
1. Ross, Wester fie ld, and Jordan, Fundamentals ( or Essentials) of Corporate Finance
2. Power, Walsh and O Meara 3rd ed / Financial Management / An Irish Text, Gill & Mc
Millan
3. Pilbeam, Finance and Financial Markets, McMillan
4. Thummuluri Siddaiah, Financial Services, Pearson Education
5. Cliffo r d Gomez, Financial Markets, Institutions and Financial Services
URLs
1. https://inc42.com/resources/top-47-active-venture-capital-firms-india-startups/
2. http://www.makeinindia.com/policy/
3. https://www.crisil.com/ratings/rating-process.html
4. https://nsdl.co.in/
5. https://www.cdslindia.com/index.html
6. https://www.ibef.org/industry/insurance-sector-india.aspx
7. https://services.indiabizclub.com/info/insurance_services
8. https://www.ibef.org/industry/financial-services-india.aspx
9. http://www.sebi.gov.in/
Practical Components
1. Students should study the procedure for the sanction of housing loans by a bank
2. Students should study the Procedure to open a Demat account and an Online Trading
Account.
3. Students should study the Calculation of EMI.
4. Students should visit a NBFC and study their operations
5. Visit a bank/financial institution providing factoring service and submit a report.
2. INTERNATIONAL FINANCIAL MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: To acquaint the students with the concepts of International Financial Management
and give them the practical exposure.
Pedagogy: Lectures, Case study, Group discussions and Seminars.
Module 1: Multinational Financial Management - Meaning and objectives, MNC and TNC,
the scope of international finance, global financial manager-functions of International financial
management- International business methods, international financial management and domestic
financial management.
Module 2: The International Financial Environment - International Monetary System.

International Financial institutions - The World Bank, ADB and BIS. International Monetary
Fund. FDI- the Indian Perspective. Balance of Payments.
Module 3: The Foreign Exchange Market - Introduction, Evolution of foreign exchange

market, functions of foreign exchange market, the foreign exchange rates, arbitrage, cross rates
of exchange, spot market and the forward market, Bid price, Ask price and spread in foreign
exchange quotation.
Module 4: International Parity Conditions – Introduction, Purchase Power Parity (PPP) –

Absolute purchasing power parity, Relative Purchasing Power Parity. International Fisher Effect
(IFE). Interest Rate Parity (IRP) and Comparison of PPP, IRP and IFE.
Module 5: Management of Foreign Exchange Risk - Introduction to exchange risk, types of

exposure, tools and techniques of foreign exchange. Management of Translation exposure,
Management of Transaction exposure and Management of Economic exposure.
Suggested Material
Books
1. Buckley, Adrian, Multinational Finance, New York, Prentice Hall Inc.

2. Kim, Suk and Kim, Seung, Global Corporate Finance: Text and Cases, Miami Florida, Kolb
3. Shapiro, Alan.C, Multinational Financial Management, New Delhi, Prentice Hall of India
4. P.G.Apte, International Financial Management Mc Graw Hill
5. Jeff Madura, International Financial Management
URLs
1. http://www.fincad.com/resources/resource-library/case-study/mcdonalds-case-study
2. http://www.ddegjust.ac.in/studymaterial/mba/ib-416.pdf
3. http://www.academia.edu/23867816/International_Financial_Management_Jeff_Madura_9th
_edition
4. https://en.wikipedia.org/wiki/List_of_international_banking_institutions
5. http://www.makeinindia.com/policy/foreign-direct-investment
6. https://www.ibef.org/economy/foreign-direct-investment.aspx
7. https://www.rbi.org.in/Scripts/SDDS_ViewDetails.aspx?Id=5&IndexTitle=Balance%20of%2
0Payment
8. http://www.currencysymbols.in/
Practical Component
1. Students should study the Balance of Payment statistics of India for the last five year and
present the same in the class.
2. Students should carry out a survey of Exporters and report the foreign exchange risk
management practices adopted by them.
3. Students should study the impact of exchange rate movement on the stock Index.
4. Students should visit a bank and study the foreign exchange derivatives offered by them.
3. ADVANCED FINANCIAL MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: To acquaint the students with advanced techniques for assessment and project
selection.
Pedagogy: Lectures, Case Study, Group discussions and Seminars.
Module 1: Cash Flow Measurement - Dependence and independence of cash flows in

evaluating projects, Measures of risk and returns , Inflation in capital budgeting , Real vs.
nominal discount rates , Bias in cash flow estimates , Total risk for multiple investment.
Measuring cash flow for acquisition. Use of Excel for estimating cash flows & decision
making.
Module 2: Ranking Projects - NPV vs. IRR Conflicts, Fisher’s rate of intersection, Multiple
IRRs, MIRR, Optimal decision under capital rationing
Module 3: Real options in Capital Investment - Types of options – expansion, Abandonment

and postponement.
Module 4: Project Risk Analysis - Techniques for measuring and analysis of risk – Sensitivity
analysis, Scenario analysis and Simulation
Module 5: Financing Decisions - Sources of long - term finances for a project. Leasing –
Types of leases, structuring of lease rentals and evaluation of lease.
Suggested Material
Books
1. Financial Management and Policy – Van Horne (latest edition)

2. Corporate Finance – Brealy Myers: Ross, Westfield, Jaffe (latest edition)
3. Financial Management – Brigham and Erhardt (latest edition)
4. Corporate Finance – Brigham and Erhardt(latest edition)
5. Managerial Finance – Weston and Copeland(latest edition)
6. Advanced Corporate Finance – Ogden, Jen and O’Connor(latest edition)
URLs
1. http://www.investopedia.com/terms/r/realoption.asp
2. https://faculty.weatherhead.case.edu/gupta/lect11.pdf
3. https://www.indiaratings.co.in/Uploads/CriteriaReport/Cash%20Flow%20Measures%20i
n%20Corporate%20Analysis.pdf
4. http://quickbooks.intuit.com/r/cash-flow/6-ways-to-measure-cash-flow-what-works-for-
your-business/
Practical Components:
1. Study the working capital financing provided by a Bank and present a report on the same
2. Study the annual report of any two companies and prepare a cash budget for next year.
3. Students should collect information on various long term finances of a company and
evaluate.
4. Students should evaluate the lease rentals of an organization.
4. SECURITY ANALYSIS AND INVESTMENT MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: To provide the students with an understanding of process of investments,

fundamental analysis, technical analysis and efficient market theories and various
inter-linkages that influence the securities market.
Module 1: Securities Market - Introduction to securities market, Primary Market and

Secondary Market. Functioning of Stock Exchanges, Trading and Settlement Procedures,
Leading Stock Exchanges in India. Stock Market Indicators - Types of stock market Indices,
Indices of Indian Stock Exchanges. Mutual Funds: Functions of Investment companies,
Classification of Investment companies, Mutual Fund types, Performance of Mutual Funds
NAV.
Module 2: Securities Investment - Investment: Definition, Attributes, Economic vs Financial

Investment, Investment and speculation, Features of a good investment, Investment Process,
Investment constraints and goals, Security & non-security forms of investment. Concept of risk
and return: Types of Risk - Systematic risk, Unsystematic risk and its components, Calculation
of Risk and returns.
Module 3: Fundamental Analysis - Economy Analysis: Macro-Economic factors affecting the

industry – economic forecasting and stock investment decision. Industry Analysis: Key
characteristics in Industry Analysis, Industry life cycle analysis, Structural analysis using
Michael E Porter framework, SWOT Analysis Company analysis: Key characteristics in
Company Analysis, Financial Statement Analysis, Ratio Analysis, the Impact – present situation
prospects and management evaluation.
Module 4: Technical Analysis – Concept, Theories- Dow Theory, Eliot wave theory. Various
kinds of Charts-- Trend and Trend Reversal Patterns. Mathematical Indicators – Moving
averages, ROC, RSI, and Market Indicators, Concept of depth, breadth and resilience of the
market. Efficient Market Hypothesis: Random walk and Efficient Market Hypothesis, Forms of
Market Efficiency, Empirical test for different forms of market efficiency.
Module 5: Valuation of Securities - Valuation of Equity – Nature of equity instruments,

various models for calculation of intrinsic value – Equity Valuation Models, Understanding price
earnings ratio. Valuation of Debentures/Bonds: nature of bonds – Bond return, Prices and their
movements, valuation, Bond theorem, Term structure of interest rates, Duration, Bond
Management Strategies – Active, semi-active and passive strategy, Immunization, duration,
convexity. Special kinds of fixed income securities.
Suggested Material
Books
1. Prasanna Chandra (2010), Investment Analysis and Portfolio management, Tata McGraw
Hill.
2. Zvi Bodie, Kane, Marcus & Mohanty (2010), Investments, Tata McGraw Hill.
3. Bhalla V. K (2011), Investment Management, S.Chand.
4. Preethi Singh (2010), Investment Management, Himalaya Publishing House.
5. Kevin S (2011), Security Analysis & Portfolio Management, Prentice Hill.
6. Peter Stanyer (2010), Guide to Investment Strategy, Viva Publishers.
7. Avadhani V (2010), Security Analysis & Portfolio Management, Himalaya Publishing
House.
URLs
1. http://icmai.in/upload/Students/Syllabus-2012/Study_Material_New/FinalPaper14.pdf
2. http://www.ddegjust.ac.in/studymaterial/mba/fm-304.pdf
3. https://www.credit-suisse.com/pwp/pb/pb_research/technical_tutorial_de.pdf
4. http://people.stern.nyu.edu/adamodar/pdfiles/invphiloh/techanal.pdf
5. http://www.tradingportalen.com/dokument/The%20ultimate%20technical%20analysis%20ha
ndbook.pdf
6. http://www.corporatevaluations.in/Technical_Guide_on_Share_Valuation.pdf
7. http://www.icaiknowledgegateway.org/littledms/folder1/valuation-of-shares
Practical Components
1. Students have to identify various avenues of investment by meeting investors:

 Individuals whose income is below 5 lakh rupees per annum
 Individuals whose income is in between 5 lakh and 20 lakh per annum
 Individuals whose income is above 20 lakh per annum
2. Students have to do a macro economic analysis for the Indian economy using IO model,
Industry analysis for specific sectors using Michael E Porters five force model and company
analysis for select companies using balance scorecard technique
3. Students should list out industry-wise sources of raising funds and present the same in the
class.
4. Students should select some securities and collect data of last 3 months and practice technical
analysis to know the timing of buying.
5. MERGERS, ACQUISITIONS AND CORPORATE RESTRUCTURING
______________________________________________________________________________
Credits: 03
Objective: To provide the students an understanding of conceptual framework of mergers and
acquisitions and its application under various constraints, understand various forms
of corporate restructuring.
Module 1: Introduction to mergers and acquisitions - Concept, types of merger – theories of

mergers- operating, financial and managerial synergy of mergers – value creation in horizontal,
vertical and conglomerate mergers – internal and external change forces contributing to M & A
activities- Impact of M & A on stakeholders. Strategic approaches - SWOT analysis, BCG
matrix, Porter’s five forces model, industry life cycle and product life cycle analysis in M&A
Decision.
Module 2: Merger Process - Dynamics of M&A process - identification of targets –

negotiation- closing the deal. Five-stage model – Due diligence – Types - due diligence strategy
and process -due diligence challenges. Process of merger integration – organizational and human
aspects – managerial challenges of M & A.
Module 3: Corporate Restructuring - An overview of corporate restructuring, significance,

Value drivers-Due Diligence Process for M & A-Ethical issues in M & A. forms of restructuring
– joint ventures – sell off and spin off – divestitures – equity carve out – leveraged buy outs
(LBO) – management buy outs – master limited partnerships – Limited Liability Partnership
(LLP) in India: Nature and incorporation of LLP-De merger- strategic alliance- buyback of
shares-employee stock ownership plans (ESOP).
Module 4: Takeovers - Meaning, types, takeover strategies, - Takeover defenses – financial

defensive measures – methods of resistance – anti-takeover amendments – poison pills
Module 5: Methods of financing mergers - Cash offer, share exchange ratio – mergers as a
capital budgeting decision Synergies from M&A: Operating and Financial synergy. SEBI code
of conduct on mergers, acquisition and takeover.
Suggested Material
Books
1. Ramanujam, Mergers-Issues Implications and Case laws in Corporate Restructuring, Tata
McGraw Hill
2. Weston, Takeovers Restructuring and Corporate Governance, Pearson publishers.
3. Ravindhar Vadapalli, Mergers Acquisitons and business Valuation, Excel publishers.
4. Chandrasekhar Krishnamurthi and Vishwanath, Mergers Acquistions and Corporate
Resrtucturing, Response publishers
5. Kevin K. Boeh and Pall W. Beamish, Mergers and Acquisitions, Sage publishers
6. Sudi Sudarsanam (2003), Value Creation from Mergers and Acquisitions, Pearson Education.
URLs
1. http://www.books.mec.biz/tmp/books/GBLT467T1OVL1V5PIM22.pdf
2. http://www.icaiknowledgegateway.org/littledms/folder1/chapter-13-merger-acquisitions-
restructuring.pdf
3. http://www.himpub.com/documents/Chapter740.pdf
4. https://www.icsi.edu/docs/webmodules/Publications/Full%20Book%20of%20PP-CRVI-
2014.pdf
1. Submit a report containing the latest mergers, acquisitions and takeovers
2. Pick up a case of merger, acquisition and takeover one each, to study the nature of the deal,
synergies that have emerged from it and the valuation of the deal.
6. FINANCIAL MARKETS AND INSTITUTIONS
______________________________________________________________________________
Credits: 03
Objective: To facilitate the students to understand and evaluate the Indian financial markets and
the role of financial institutions.
Pedagogy: Lectures, Case Analysis, Group Discussions, Seminars, Assignments.
Module 1: Financial Markets - Nature, functions and efficiency of financial system; financial
system and economic development; Financial assets-meaning, types and role of financial assets;
financial markets-meaning, role and types of financial intermediaries, financial innovation; an
overview of Indian financial system; analysis of supply of and demand for funds; regulation of
financial markets.
Module 2: Money Market - Organization, instruments, functioning and regulations of money

markets; role of RBI and Govt in regulation of Money Market.
Module 3: Theory and Structure of Interest rates - The theory of interest rates-current and
future, nominal interest rates, base interest rate; yield curve and the term structure; spot and
forward rates; determinants of the shape of the term structure.
Module 4: Financial Institutions - Depository Institutions-commercial banks and industrial

finances; working capital finance by commercial banks; term lending; developing credit
information system; performance of Indian banking; regulatory aspects of banking.
Module 5: Financial Institutions - Non-depository institutions-meaning, importance and

growth; UTI and private sector mutual funds; insurance funds-growth and development of life
and non-life insurance companies in India; regulation of insurance; pension funds-organization
and working of pension funds; regulatory framework
Suggested Material
Books
1. Bhole, M.K, Financial Markets & Institutions, THM
2. Cornett M.M., & Saunders A, Fundamentals of Financial Management, Tata McGraw Hill
3. Fobozzi & Modigliani (2006), Capital Markets, Institutions and Instruments, PHI
4. Khan, M.Y, Indian Financial Markets & Institutions, THM
5. Mandura Jeff, Financial Markets and Institutions, West Publishing Company, New York.
6. Meir Kohn (2007), Financial Institutions and Markets, Oxford University Press,
7. Mishkin, F.S., & Eakins (2000), Financial Markets & Institutions, Addison Wesley.
8. Rose & Marquis, Money and Capital Markets, Financial Institutions and Instruments in a
Global Market Place.
9. Santomero A.M., & Babbel D.C, Financial Markets, Instruments & Institutions, Tata
McGraw. Hill
URLs
1. http://www.cengage.com/resource_uploads/downloads/0324319835_132032.pdf
2. http://ycmou.digitaluniversity.ac/WebFiles/MCom%20(M17)%20Semester%20-I-
BFG%20101book_24092015.pdf
3. http://www.psnacet.edu.in/courses/MBA/sapm/lecture-02.pdf
4. https://www.unc.edu/~salemi/Econ006/Irving_Fisher_Chaper_1.pdf
5. http://www.newagepublishers.com/samplechapter/001636.pdf
6. http://icmai.in/upload/Students/Syllabus-2012/Study_Material_New/Final-Paper14.pdf
7. http://download.nos.org/318courseE/L-31%20FINANCIAL%20INSTITUTIONS.pdf
Practical Component:
1. Students should be able to demonstrate the working of financial system and its components.
2. Group Activity: Students should prepare a report on the capital market and money market
instruments.
3. Students should collect all the financial instruments and should be able to present the
functioning of each one of it.
Specialisation Stream: Human Resource Management
(Students who are interested in the area of Human Resource Management have
to select two papers amongst the following papers in the third semester)
1. HUMAN RESOURCE DEVELOPMENT

______________________________________________________________________________
Credits: 03
Objective: To help students to develop HRD facilitator’s skills; to develop and design HRD
programmes, to implement and control them in various organizational setups in
various sectors.
Pedagogy: Lectures, Case Studies, Seminars, Role-plays, Practicum, etc.
Module 1: Introduction: Evolution & Concept of HRD Concept, importance, objectives,

evolution of HRD, Relationship between HRM and HRD/Training. HRD functions, Role of an
HRD Professional, HRD climate & its elements, HRD Matrix, HRD Process, HRD Process
models, Role of line Managers in HRD. Assessing HRD needs: Concept and purpose of Needs
Assessment, Training HRD Need, Techniques of training NEED Assessment (TNA), Levels of
Need Analysis. Task analysis, Persons Analysis, Organizational analysis,
Module 2: Learning and HRD: Learning and Instruction, Maximizing Learning, Individual
Differences in the Learning Process, Learning Strategies and Styles.
Module 3: HRD Interventions: Strategy and Types and Evaluating. Introduction, Training
Delivery Methods, On the job (OJT) Training Methods – JIT, Simulation, Job Rotations,
Coaching and Mentoring Classroom Training Approaches – Lecture approach, Discussion
Method, Experiential Methods, Computer based Training Methods.
Module 4: Organizational Development & Organizational Development‐ Concepts and

Theories. Organizational Culture‐Work force diversity & HRD, Managing Workforce Diversity,
labour Market changes, adapting to demographic changes. HRD practices in manufacturing
and services sector. Issues and Challenges of HRD In cross‐cultural environment for Global
workforce.
Module 5: HRD Evaluation: Purpose of HRD Evaluation, Models and Framework of

Evaluation – Kirkpatrick’s framework and other Models. Data collection for Evaluation,
Research Design, Ethical Issues, Assessment of the Impart of HRD Program.
Suggested Material
Books
1. John Werner and Randy Desimone, Human Resources Development, Cengage Latest
Edition.
2. Udai Pareekh and T.V.Rao, Designing and managing Human Resource Systems Oxford
Latest Edition.
3. Noe, Human Resources Development, Tata McGraw-Hill Latest Edition
URLs
1. http://www.pondiuni.edu.in/sites/default/files/HRDt200813.pdf
2. http://gurukpo.com/Content/BBA/HRD_thinktank.pdf
3. http://www.clib.dauniv.ac.in/E-Lecture/HRD.pdf
1. Visit a firm nearby and report on the process of implementing HRD programs in the firm.
2. Prepare a report on Organizational Development interventions in a HR consultancy firm.
2. PERFORMANCE MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: To impart the understanding about the performance management system and
strategies adopted by the organizations to manage employees’ performance.
Module 1: Conceptual Framework of Performance Management: Performance management

process; Objectives of performance management system; Historical development in India;
Performance management and performance appraisal; Linkage of performance management
system with other HR practices.
Module 2: Components of Performance Management System: Performance planning;

Ongoing support and coaching; Performance measurement and evaluation;
Module 3: Performance management and appraisal: Methods of performance appraisal;

Appraisal Communication; Counselling, Identifying potential for development; Linking pay with
performance.
Module 4: Implementation of Performance Management: Implementing performance

management system- Strategies and challenges; Characteristics of effective performance metrics;
Module 5: Current Issues in Performance Management: Role of HR professionals in

performance management; Performance management as an aid to learning and employee
empowerment; Performance management documentation; Performance management audit;
Ethical and legal issues in performance management; Use of technology and e-PMS,
Performance management practices in Indian organizations.
Suggested Material
Books
1. Armstrong, M. & Baron, A., Performance management and development, Jaico Publishing
House, Mumbai.
2. Armstrong, M., Performance management: Key strategies and practical guidelines, Kogan
Page, London.
3. Bagchi, S. N., Performance management, Cengage Learning India.
4. Bhattacharyya, D.K., Performance management systems and strategies, Pearson Education.
URLs
1. http://www.pondiuni.edu.in/storage/dde/downloads/hrmiii_pm.pdf
2. http://promeng.eu/downloads/training-materials/ebooks/soft-skills/performance-
management.pdf
3. https://www.ebsglobal.net/EBS/media/EBS/PDFs/Performance-Management-Course-
Taster.pdf
1. Analyze and report on the performance management system of any garment firm nearby.
2. Make a report on performance management implementation issues in a garment firm.

3. TRAINING AND DEVELOPMENT
______________________________________________________________________________
Credits: 03
Objective: The course aims at exposing the learner to the concept and practice of training and
development in the modern organizational setting through the pedagogy of case
discussions and recent experiences.
Module 1: Introduction: Concepts and Rationale of Training and Development; overview of

training and development systems; organizing training department; training and development
policies; linking training and development to company’s strategy; Requisites of Effective
Training ; Role of External agencies in Training and Development.
Module 2: Training Needs Assessment (TNA): Meaning and purpose of TNA, TNA at
different levels, Approaches for TNA, output of TNA, methods used in TNA.
Module 3: Training and Development Methodologies: Overview of Training Methodologies-

Logic and Process of Learning; Principles of Learning; Individual differences in learning,
learning process, learning curve, learning management system; Criteria for Method Selection;
Skills of an Effective Trainer; Use of Audio-Visual Aids in training; Computer Aided
Instructions- Distance Learning, Open Learning, E- Learning; Technologies Convergence and
Multimedia Environment. Development Techniques for enhancing decision–making and
interpersonal skills, Case-study, in-basket exercise, special projects, multiple management
Programme Learning, Action learning, Syndicate Work, Games, Action Maze, Role Play;
Demonstration and Practice Monitoring; Coaching; Self Diagnostic Skills, Experience Learning,
Discovery Learning, Brain Storming, Counselling, Position Rotation, Team Building, and
Sensitivity Training .
Module 4: Designing Training and Development Programs: Organisation of Training and

Development programs, Training design, kinds of training and development programs-
competence based and role based training; orientation and socialization; diversity training,
choice of training and development methods, Preparation of trainers; developing training
materials; E-learning environment; Flexible learning modules; Self development; Training
process outsourcing.
Module 5: Evaluation of Training and Development: Reasons for evaluating Training and
development programs, Problems in evaluation; Evaluation planning and data collection,
different evaluation frameworks, Problems of Measurement and Evaluation; Costing of training,
measuring costs and benefits of training program, obtaining feedback of trainees; Methods of
evaluating effectiveness of Training Efforts ; Kirkpatrick Model of Training Effectiveness;
Training issues resulting from the external environment and internal needs of the company.
Suggested Material
Books
1. Prior, John, Handbook of Training and Development, Jaico Publishing House, Bombay.
2. Trvelove, Steve, Handbook of Training and Development, Blackwell Business.
3. Warren, M.W. Training for Results, Massachusetts, Addison-Wesley.
4. Craig, Robert L., Training and Development Handbook, McGraw Hill.
5. Garner, James, Training Interventions in Job Skill Development, Addison-Wesley
URLs
1. http://www.pondiuni.edu.in/sites/default/files/training-development-260214.pdf
2. http://www.ddegjust.ac.in/studymaterial/mba/obh-412.pdf
3. http://164.100.133.129:81/eCONTENT/Uploads/Managing_Training_&_Development.pdf
1. Analyze and report on the training need assessment of any firm nearby.
2. Prepare a report on evaluation framework of training and development in a nearby firm.

4. KNOWLEDGE MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: To understand the fundamental concepts in the study of knowledge and its creation,
acquisition, representation, dissemination, use and re-use, and management.
Module 1: Introduction: Meaning and definition of Knowledge Management, Multidisciplinary

Nature of KM, Drivers of KM, The Two Major Types of Knowledge, The Concept Analysis
Technique, History of Knowledge Management, From Physical Assets to Knowledge Assets,
Organizational Perspectives on Knowledge Management, KM for Individuals, Future Challenges
for KM.
Module 2: Understanding Knowledge: Knowledge, Intelligence, Experience, Common sense.
Cognition and KM. Types of Knowledge, Expert Knowledge, Human Thinking & Learning.
Organization Knowledge Management architecture and Implementation Strategies.Knowledge
Creation, Nonaka’s Model, Major Theoretical KM Models, Takeuchi Knowledge Spiral Model,
Knowledge Conversion, Knowledge Spiral. Knowledge Architecture, Other knowledge capture
techniques.
Module 3: The Knowledge Management Cycle: Knowledge Management System Life Cycle,
Major Approaches to the KM Cycle, The Zack KM Cycle, The Bukowitz and Williams KM
Cycle, The McElroy KM Cycle, An Integrated KM Cycle,Explicit Knowledge Codification,
Cognitive Maps, Decision Trees, Knowledge Acquisition and Application Tools.
Module 4: Knowledge Sharing and Communities of Practice:
The Social Nature of Knowledge, Data Mining and Knowledge Discovery, Blogs, Content
Management Tools, Knowledge Sharing and Dissemination Tools, Networking Technologies,
Obstacles to Knowledge Sharing, Organizational Learning and Social Capital, How to Provide
Incentives for Knowledge Sharing.
Module 5: Knowledge Application: Knowledge Application at the Individual, Group &
Organizational Levels, Characteristics of Individual Knowledge Workers, Task Analysis and
Modelling, EPSS, Knowledge Reuse, Knowledge Repositories, Strategic & Practical
Implications of Knowledge Application.
Suggested Material
Books
1. Elias M Avad, Hassan M Ghaziri (2009), Knowledge Management, Prentice Hall India.
2. Kimiz Dalkir (2008), Knowledge Management in Theory and Practice, Prentice Hall India
3. Dr. B. Rathan Reddy (2004), Knowledge Management: Tool for Business Development,
Himalaya Publishing House.
4. Sudhir Warier (2003), Knowledge Management, Vikas Publishing House.
URLs
1. https://mitpress.mit.edu/sites/default/files/titles/content/9780262015080_sch_0001.pdf
2. https://www.tutorialspoint.com/knowledge_management/knowledge_management_tutorial.pdf
3. http://www.crectirupati.com/sites/default/files/lecture_notes/km%20%20mba%203rd%20se
m%20material.pdf
1. To expose and make students to prepare a report on knowledge management practices
implemented by successful companies.
2. Make a team of 2-3 students and asking them to conduct a telephonic interview or survey
regarding local businesses familiarity with and level of literacy in KM.
3. To do a comparison on the KM Life Cycle Models and seeing their applicability in
organizations.
4. To organize a group discussion for students and enable them to go through the knowledge
acquisition phases.
5. MANAGEMENT OF INDUSTRIAL RELATIONS
______________________________________________________________________________
Credits: 03
Objective: This course deals with analyzing both the traditional pluralistic perspectives of
industrial relations (IR) as they have evolved over the years and the transformation
that the subject has undergone at the global level. The course emphasizes various
issues in management of IR in the HRM-dominated context of the modern business
environment.
Module 1: Structure and Evolution of Industrial Relations: Concept, Nature and models of
IR- Unilatarist, Pluralist, Dunlop’s and Marxist perspectives of IR; Industrial relations system in
India: Structure and its evolution; Major contemporary developments in global economy and
polity and their impact on industrial relations scenario in India.
Module 2: Industrial Conflict and Disputes Resolution: Industrial Relations Machinery in
India; Provisions under the Industrial Disputes Act, 1947- Authorities under the Act, Reference
of disputes to boards, courts or Tribunals, Procedures, Powers and duties of authorities, Strikes,
Lockouts, Layoff and retrenchments, Methods of industrial disputes resolution.
Module 3: Trade Unionism, Negotiations and Collective bargaining: Provisions of Trade
Union Act, 1926- Definitions, Legislations of Trade unions, rights and Liabilities of Registered
Trade Union, Regulations, Concept, Nature, functions and Types of Collective bargaining;
Collective bargaining in the Indian context.
Module 4: Industrial Relations, Discipline and HRM performance: Unions and productivity;
Union, industrial relations climate and performance; the conciliation and arbitration system and
performance; labour market and economic performance; Nature of grievances and grievance
procedures; Handling employee grievances. Industrial indiscipline- An overview of Disciplinary
enquiries, Linking IR Strategy and HRM strategy.
Module 5: Industrial Democracy: Concept and scope of industrial democracy, Workers’
participation- Strategy, practices, behavioural science input/contribution and models; Rationale
for participation, Issues in participation, strategies for making participation effective; Emerging
trends in Union-Management relations.
Suggested Material
Books
1. Venkataratnam C. S. (2006), Industrial Relations: Text and Cases. Oxford University Press,
Delhi.
2. Bray M Deery.S, Walsh.J, and Waring P (2014), Industrial Relations: A Contemporary
Approach, Tata Mc Graw Hill.
3. Dwivedi R.S. (1997), Managing Human Resources: Industrial Relations in Indian
Enterprises, Galgotia Publishing Company, New Delhi.
4. Edwards P (2009), Industrial Relations: Theory and Practice in Britain, Blackwell
Publishing.
URLs
1. http://www.pondiuni.edu.in/storage/dde/downloads/hrmiii_irm.pdf
2. http://14.139.206.50:8080/jspui/bitstream/1/3317/1/industrial%20relations.pdf
3. http://www.ddegjust.ac.in/studymaterial/mba/obh-311.pdf
1. Article Review: The purpose of article review is the active participation in the class and
developing analytical and critical thinking on contemporary IR topics of the course. This is
achieved through regular note-taking; add insights from related library and online research.
2. Identify cases of industrial disputes from Insurance, Banking, Employment, Telecom,
Transport, Highways, Airways, Railways, Power/Energy , International Business, Real
Estate, Air Travel and present the details including remedies, compensation and
recommendations by the Courts.
6. COMPENSATION MANAGEMENT AND EMPLOYEE WELFARE LAWS
_____________________________________________________________________________________
Credits: 03
Objective: The course is designed to promote understanding of issues related to compensation

management in corporate sector and public services and to impart skill in designing
compensation management system, policies and strategies, apart from promoting
understanding of legal issues in the administration of compensation, welfare and
social security.
Module 1: Compensation Management: Compensation management process, Forms of pay,

Financial and nonfinancial compensation. Compensation Strategies, Assessing job values &
relativities; Pay structures; Designing pay levels, Paying for performance, skills and competence.
International pay systems: comparing costs and systems; Strategic market mind set; Expatriate
pay; Concept and Rationale of Employees Welfare.
Module 2: The Payment of Bonus Act, 1965: Objects; Scope and Application; Definitions;
Calculation of amount payable as Bonus; Eligibility and Disqualifications for Bonus; Minimum
& maximum Bonus; Bonus linked with Production or Productivity.
Module 3: The Payment of Wages Act, 1936: Objects; Application; Responsibility for
payment of wages; Fixation of wage periods; time-limits; Deduction from wages; Remedies
available to worker, Powers of authorities, Penalty for offences.
Module 4: The Minimum Wages Act, 1948: Objects; Application; Minimum Fair and Living
Wages; Determination of minimum wage; Taxation of minimum wage; Advisory Board;
Remedy to worker for non-payment of minimum wages.
Module 5: The Maternity Benefit Act, 1961: Definitions, Employment of or work by women
prohibited during certain periods, right to payment of maternity benefits, notice of claim of
maternity benefit and payment thereof, Leaves, Dismissal in absence during pregnancy,
forfeiture of maternity benefits.
Case laws in respect of recent trends and administration of the Acts are required to be done in
all Modules.
Suggested Material
Books
1. Henderson, R.I., Compensation Management in a Knowledge Based World, Pearson

Education.
2. Armstrong, M. & Murlis H, Reward Management: A Handbook of Salary administration,
Kegan Paul London.
3. Sharma, J.P., An Easy Approach to Company And Compensation Laws. Ane Books Pvt Ltd.,
New Delhi.
4. Malik, P.L., Handbook of Labour and Industrial Law, Eastern Book company.
URLs
1. http://164.100.133.129:81/econtent/uploads/compensation_management.pdf
2. http://www.eiilmuniversity.co.in/downloads/Compensation-Management.pdf
3. http://www.pondiuni.edu.in/sites/default/files/Compensation-mgt-260214.pdf
1. Students have to prepare questionnaire for conducting wage survey and carry out wage
survey for any selected sector and prepare a report for the same.
2. Solve various case studies.
3. Students must compare and analyze compensation practices in different countries.
4. Students to calculate the bonus amount eligible to an employee working as a HR
Executive for the past 10 years in a automobile manufacturing organization.
Specialisation Stream: Marketing Management
(Students who are interested in the area of Marketing Management have to select
two papers amongst the following papers in the third semester)
1. Industrial Marketing
______________________________________________________________________________
Credits: 03
Objectives:
a. To gain insights into the various steps of Organizational Buying Process.
b. To understand global practices of Organizational Buying and analyze the web presence of
Companies.
c. To understand the mechanism of third party outsourcing including both Products and
Services.
Pedagogy: Lectures, Assignments, case studies, seminar, etc
Module 1: Introduction to the Subject: Appreciation of the Course, Definition of Industrial &
Consumer Product. Basis of Classification. Difference between Industrial & Consumer
Marketing, Concept of Derived Demand. Classification of Industrial: Consumers [Commercial
Enterprises, Govt., Institutions] Classification of Industrial: Products with Marketing Strategies
[Entering Goods, Foundation Goods & Facilitating Goods
Module 2: Key Characteristics of Organizational Buying Process, Purchasing Organization

:[ Structure / Functions ] Commercial Enterprises: Govt / Institutional Markets [ Understanding
purchase procedures in each of the above Markets ] Industrial Buying Process :[ 8 Stage Model
]Concept of Buying Center. Buying situation. Analysis with Marketing Strategies.[ New Task,
Modified Rebuy & Straight Rebuy ] Buying Motivations of Organizational Buyers [ Rational /
Emotional Motives ]Purchaser’s Evaluation of Potential Suppliers [ Supplier Capability
].Evaluation of Supplier Performance [ Categorical Plan Method, Weighted Point Plan, Cost
Ratio Plan ] Environmental Influences on Organizational Buying Process[ Environmental
Forces, Organizational Forces ] Group Forces, Individual Forces Marketing Information System
for Industrial Marketing
Module 3: Industrial Marketing Planning: Problems in Planning. Planning Process.

Organizational Demand Analysis. Segmenting the Industrial Market, Targeting & Positioning.
Industrial Product Strategies: - Core Competency, Product Quality, Planning Industrial Product
Strategy Product Policy New Industrial Product Development. Managing Service for Business
Markets: Business Services / Role, Marketing Mix for Business Service Firms developing new
Services, Business Service Marketing: Challenges
Module 4: Managing Business Marketing Channels : Direct / Indirect Distribution, E

Channels, Distributors / Mfr. Reps, Channel Design, Channel Administration Pricing Strategy
for Business Markets : Industrial Pricing Process- Pricing across PLC- Responding to price
attacks from Competitors- Competitive Bidding [ Tenders ] Industrial Advertising and
Promotions :- Industrial Advertising- Power of Internet Marketing Communication- Measuring
Advertisement Effectiveness- Managing Trade Shows
Module 5: Managing Personal Selling Function: - Organizing Personal Selling Effort. - Key
Account Management - Sales Administration- Transforming the selling process through Internet.
Suggested Material
Books
1. Krishana K Hawaldar, Industrial Marketing, TMH

2. Francis Cherunilam, Industrial Marketing Text and Cases, HPH
URLs
1. http://www.pondiuni.edu.in/sites/default/files/Industrial%20Marketing200813.pdf
2. http://164.100.133.129:81/eCONTENT/Uploads/Industrial_Marketing.pdf
3. http://www.eiilmuniversity.co.in/downloads/Industrial-Marketing.pdf
Practical Component: Visit to nearby Steel Industries to have an interaction with Marketing
Department. And a small project work may be assigned to the students.
2. Services Marketing
______________________________________________________________________________
Credits: 03
Objective:
The objective of this course is to give student a complete exposure to all aspects of service
design, standards, delivering and performing service.
Pedagogy: Lectures, Assignments, Projects, Practical Exercises and Seminars
Module 1: Introduction to Services: What are services? Why Services marketing? Myths about
Services. Differences in marketing of tangible goods versus services marketing. The
services marketing mix.
Module 2: Key competitive trends and conceptual framework: Competitive trend for the 21st
century. Customer satisfaction and customer focus value, TQM and Services Quality, Emerging
technology and Internationalization of services.
Module 3: Focus On the Customer-Consumer Behavior in Services: Customer expectations

of Services, customer perceptions of services, strategies for influencing customer
perceptions. Understanding customer expectations and perceptions through Marketing
Research, Building Customer Relationships through Segmentation and Retention
Strategies.
Module 4: Service Standards: Aligning strategy, service design and standards, Customer-
Defined Service Standards, Leadership and Measurement System for market drove services
performance, Service Design and Positioning.
Module 5: Delivery and Advertisement: Delivering and performing service, Employee’s roles
in Service Delivery, Delivering Service through intermediaries and Electronic channels
Customer's role in Service Delivery, Managing Demand and Capacity, International Services
Marketing. The role of advertising. Personal Selling and other communication, Pricing of
Services, The physical evidence of Services. Selected cases in Services Marketing, viz., and
Marketing Services such as Airlines, Hotels, Courier and Financial services.
Suggested Material:
Books
1. Valarie A, Zeithaml Mid Mary Jo Bitner, Services Marketing, McGraw Hill International
Edition.
2. Adrian Payre, The Essence of Services Marketing, PHI, New Delhi
3. Sanjay P. Palankar, Services Marketing, Himalaya Publishing House.
4. Dr. S.M. Jha, Services Marketing, Himalaya Publishing House.
5. Harish Varma, Marketing of Services
6. Christopher H. Lovelock, Managing Services
URLs
1. http://www.pondiuni.edu.in/storage/dde/downloads/markiv_sm.pdf
2. http://gurukpo.com/Content/BBA/Service_Marketing.pdf
3. http://www.ddegjust.ac.in/studymaterial/mba/mm-411.pdf
Practical Component: Students have to submit a report on minimum 5 service oriented

industries having undergone first hand experiences themselves.
3. Product and Brand Management
______________________________________________________________________________
Credits: 03
Objectives: To acquaint the students with the concepts and techniques used in Micro-economic
theory and to enable them to apply this knowledge in business decision making.
Focus is on the changes in the nature of business firms in the context of
globalization.
Pedagogy: Lectures, Case study, group discussions, seminars, etc.
Module 1: Introduction to Product Management: basic concepts of product; classification of

product; product mix and line decisions; growth strategies for FMCG; organizing for product
management. Product market strategies for leaders, challengers and followers.
Module 2: New Product Planning and Development: organizing for new product, new product
development process, Launch strategy, Reasons for new product failures, consumer adoption
process, product life cycle concepts.
Module 3: Marketing Planning: planning process, components of marketing plan –

competition analysis, product category attractiveness analysis, customer analysis and competitor
analysis. Segmenting – Targeting – Positioning (STP) – basis for segmentation, differentiation
and positioning, Techniques of good positioning, Pricing and channel management strategy.
Module 4: Brands and Brand Management: customer based brand equity – brand positioning
and values – choosing brand elements to build brand equity.
Module 5: Designing Marketing programs to build brand equity: measuring sources of brand
equity – design and implementing branding strategies – managing brand over time.
Suggested Material
Books
1. Donald R. Lehman, Russel S. Winner, Product Management

2. Kevin L.Keller, Strategic Brand Management
3. Brab Vanauken, The Brand Management Checklist
4. Ramesh Kumar, Managing Indian Brands
5. Jean Noel Kapferer, Strategic Brand Management
6. Kevin L. Keller, Building, Measuring, and Managing Brand Equity
URLs
1. http://gurukpo.com/Content/MBA/product_and_Brand_Management.pdf
3. http://164.100.133.129:81/eCONTENT/Uploads/CONCEPTS_OF_BRAND_MANAGEME
NT.pdf
Practical component: A student has to take up a project on local product/brand in any sector
4. CONSUMER BEHAVIOUR
__________________________________________________________________
Credits: 03
Objectives: To understand the concept of consumer behavior, decision making by consumers,

behavior variables and influences on consumer behavior. To comprehend the social
and cultural dimensions of consumer behavior, factors impacting attitudes and
behavior.
Module 1: Consumer Behaviour: introduction, nature, scope and application, Factors

influencing consumer behaviour, Different models of consumer behaviour – Economic,
Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, and Engel Blackwell model.
Module 2: Buying Decision Making Process: buying roles, determinants of consumer buying
behavior, organizational buying behavior, personality, theories of personality, perception-
concept, elements of perception
Module 3: Individual Influences on Consumer Behaviour: learning, elements, theories of

learning, Attitude, nature of attitude, factors influencing attitude formation.
Module 4: External Influences on Consumer Behaviour: Social class and consumer

behaviour, measurement of social class, social stratification, reference group, family life cycle.
Module 5: Consumer Behavior audit: Need for consumer protection, responsibilities and rights
of consumer, consumer protection act, consumer research.
Suggested Material
Books
1. Assael, H., Consumer Behaviour and marketing Action, Ohio, South Western
2. Engle, J F, Consumer Behaviour, Chicago, Dryden Press
3. Howard, John A, Consumer Behaviour in Marketing, Englewood Cliffs, New Jersey,
Prentice Hall Inc.
4. Hawkins, D I, Consumer Behaviour Implications for Marketing Strategy, Texas, Business.
5. Mowen, John C, Consumer Behaviour, New York, Mc Millan
6. Schiffman, L G and Kanuk, L L, Consumer Behaviour, New Delhi, Prentice Hall of India.
URLs:
1. http://www.pondiuni.edu.in/sites/default/files/Consumer%20Behaviour200813_0.pdf
2. http://nptel.ac.in/downloads/110105029/
3. http://164.100.133.129:81/econtent/uploads/understanding_consumer_behaviour.pdf
1. Students can go to malls and unorganized retail outlets and observe the behavior of
consumers of different demographic segments while buying different category of goods.
Come back to class and present the findings / observations followed with a group discussion.
2. Students can prepare a questionnaire and do a survey on consumer buying behavior and
present the findings in the class
5. ADVERTISING MANAGEMENT
_____________________________________________________________________________________
Credits: 03
Objective: The general purpose is to build a comprehensive framework that fully integrates the
various aspects of managerial decision making related to advertising strategy and
tactics. This course provides an integrative approach to the study the promotion mix,
Media Planning, Advertising Agency and ethics in advertising
Pedagogy: Lectures, Case study, Group discussions and Seminars
Module 1: Advertising – Features , functions, types, process economic and social aspects
of advertising, objectives of advertising , advertising and sales promotion, advertising and
personal selling, DAGMAR
Module 2: Advertising Media; Types of advertising media, message design, advertising

copy, types, components of advertising copy, visualization lay out, Advertising appeals and
themes
Module 3: Media Planning and scheduling: Steps in media planning problems in media
planning, factors affecting media selection, media scheduling strategies, measuring advertising
effectiveness.
Module 4: Advertising Agency: features and functions of advertising agency, organization

of advertising agency, methods of remunerating advertising agencies, advertising budget,
methods of advertising appropriation, factors effecting advertising budget.
Module 5: Advertising in India: Legal regulations on advertising in India, Advertising

Standard Council of India, rural advertising, social advertising, ethics in advertising
Suggested Material
Books
1. Kenneth Blown & Donald Bach, Integrated Marketing Communication, PHI

2. Belch & Celch, Advertising and Promotions, Tata McGraw Hill
3. Rajeev Batra, John G. Myers & David A Aaker, Advertising Management, PHI 2013
4. Duncon, Integrated Marketing Communications, TMH
5. S.A. Chunawalla & K.C. Sethia, Foundations of Advertising Theory and Practices, Himalaya
publishing
URLs
1. http://164.100.133.129:81/econtent/Uploads/Advertising_Management.pdf
2. http://www.pondiuni.edu.in/storage/dde/downloads/markiv_asp.pdf
3. http://www.eiilmuniversity.co.in/downloads/Advertising-Management.pdf
1. Study the advertising adopted by various colleges to students applying for an MBA course. Is
the tactic adopted by your institution right? If no, what are your suggestions?
2. Study the role of newspapers, radio, television, billboards, internet and other media in the
marketing of mobiles. cold drinks, jeans, etc.
3. Students can do a survey on effective media communications.
6. RURAL MARKETING
______________________________________________________________________________
Credits: 03
Objectives: The objective of the course is to provide conceptual understanding on the Rural
Marketing with special reference to Indian context and develop skills required for
planning of Rural Products. To create awareness about the applicability of the
concepts, techniques and processes of marketing in rural context. To familiarize
with the special problems related to sales in rural markets.
Module 1: Introduction to Indian Rural Marketing: Definition, scope of rural marketing,

concepts, classification of rural markets. Rural marketing environment, problems in rural
marketing.
Module 2: Rural Consumer behaviour: Consumer buying behaviour models, Factors affecting
Consumer Behaviour, Characteristics of Rural consumer, Consumer Buying Process.
Module 3: Rural Marketing of FMCG’s: Indian FMCG industry, Challenges in the FMCG
industry, Rural Marketing of Consumer durables, and marketing strategies for banking services.
Module 4: Challenges in marketing: Marketing of agricultural produce, Strategies to promote

marketing of agricultural produce, marketing of rural artisan products.
Module 5: Channels of Distribution: Evolution of Rural Distribution Systems, Challenges in

Rural Communication, Creating advertisement for rural audiences.
Suggested Material
Books
1. Balaram Dogra & Karminder Ghuman, Rural Marketing: Concept & Cases, Tata Mc Graw-
Hill Publishing Company, New Delhi
2. A.K. Singh and S. Pandey, Rural Marketing: Indian Perspective, New Age International
Publuishers
3. CSG Krishnamacharylu and Laitha Ramakrishna, Rural Marketing, Pearson Education Asia.
4. Gopal Swamy T. P,, Rural Marketing, Vikas Publishing House.
5. Dogra and Karminder Ghuman, Rural Marketing, TMH.
URLs
1. http://www.pondiuni.edu.in/storage/dde/downloads/markiv_rm.pdf
3. http://www.sasurieengg.com/e-course-material/MBA/II-Year-Sem3/BA7016%20RURAL
%20MARKETING.pdf
1. Visit to the various Micro Finance Institutes, who extend their services in catering rural
market.
2. Approaching the FMCG companies which have already catered in Rural and Understand the
approach strategy (What is that innovative concept the company has adopted in successfully
catering in to rural markets)
3. Visit to a village and understand the market structure and also understand the functioning
part of the rural market.
Course Structure of IV Semester
Fourth Semester
(Hours per Week)
No.
L P/S/F Total CAM SEEM Total
1. Strategic Management 3 2 4 4 50 50 100
2. Project Management 2 2 3 3 50 50 100
3. Elective – 3 2 2 3 3 50 50 100
Specialisation Stream – I
4. Elective – 4 2 2 3 3 50 50 100
5. Elective – 3 2 2 3 3 50 50 100
6. Elective – 4 2 2 3 3 50 50 100
7. Project Report - 8 4 4 - 100* 100
Total 13 20 23 23 300 400 700
* The Project Report is to be evaluated for 50 marks and Viva – Voce on Project Report is to be
conducted by the BoE for 50 marks.
MBA IV - Semester
Specialisation Streams and Papers
Sl. No. Title of the Papers
Financial Management
1 Derivatives
2 Risk Management and Insurance
3 Advanced Capital Structure Theories
4 Portfolio Management
5 Principles and Practices of Banking
6 E-Banking
Human Resource Management
1 International Human Resource Management
2 Management of Change and Development
3 Strategic Human Resources Management
4 Labour Laws
5 Cross Cultural Management
6 Social Security and Participative Management
Marketing Management
1 Industrial Marketing
2 Services Marketing
3 Product and Brand Management
4 Consumer Behaviour
5 Advertising Management
6 Rural Marketing
Specialisation Stream: Financial Management
(Students who selected the area of Financial Management in the third semester
must select two papers amongst the following papers in the fourth semester)
1. DERIVATIVES
______________________________________________________________________________
Credits: 03
Objective: To acquaint the students with the risk management tools and give them the practical
exposure.
Pedagogy : Lectures, Case study discussions and Seminars.
Module 1 : Introduction; Meaning of derivatives, forwards and futures contract, option, traders
in futures and option markets, functions of derivatives market, world derivatives market.
Module 2 : Forwards and Futures contract - Basics of forwards and futures, forwards and
futures market trading mechanism, determination of forward prices, Valuation of forwards and
futures, stock index futures, valuation of stock index futures,. Arbitrage opportunities using
futures
Module 3 : Option contracts - Types of options, characteristics of option contracts, buyer and
seller attitudes, option position, determination of option pricing, option moneyness,
Module 4: Valuation of option - Value of an option- intrinsic value, time value and factors
influencing time value. Pay off profiles of option position. put-call parity, models of valuation of
option, applicability of Black and Scholes Model and Binomial Option pricing model.
Module 5: Swap contract - Meaning, types, features of swaps, the swap market, economic
motives of swap. Valuation of swaps.
Suggested Material
Books
1. John C. Hull, Options, Futures, and Other Derivatives.

2. John Hull, Fundamentals o f Futures and Options Markets,
3. Robert McDonald, Derivative Markets
4. Franklin Edwards and Cindy Ma, Futures and Options
5. R. Stafford Johns on and Carmelo Giaccotto, Options and Futures
6. Mishra V, Financial Derivatives, Excel Books.
7. Vohra and Bagri, Option s & Futures, TMH
URLs
1. http://www.investopedia.com/ask/answers/12/derivative.asp
2. http://www.moneycontrol.com
3. http://www.geojit.com/derivatives/futures-and-options-market-instruments
4. http://www.icmrindia.org/casestudies
5. http://premiacap.com/publications/EDHEC_Working_Paper_Case_Studies_and_Risk_Mana
gement.pdf
1. Students should visit a financial institution dealing in commodity derivatives and study the
products offered by it.
2. Students should individually select various futures or options and watch the behavior of these
futures and options on a day to day for 15 days to see how futures and options might help
mitigate the risks of investors.
3. Applicability of excel to find out the future and option price.
2. RISK MANAGEMENT AND INSURANCE
_____________________________________________________________________________________
Credits: 03
Objective: To acquaint the students with the concepts of Risk Management strategies and give
them the practical exposure.
Pedagogy: Lectures, Case study discussions and Seminars.
Module 1: Over view of Risk Management - Risk identification, Risk, Insurance and Risk
Evaluation. Risk assessment & Management-Risk Analysis: Exposure of Physical Assets,
Financial Assets, and Human Assets, Exposure to Legal Liability. Risk Management, Risk
Control.
Module 2: Risk Management using Futures and Forwards - Hedging using Futures-
Short hedge, long hedge, basis risk and hedge ratio. Hedging strategies using Forwards- arbitrage
Opportunities.
Module 3: Risk Management using Swap -Hedging strategies interest rate swaps-designing an
IRS and valuation of IRS. Hedging strategies Currency swaps- designing a Currency swap and
valuation of currency swap
Module 4: Risk Management using Options - Hedging strategies using spreads, Delta
of a portfolio options- option gamma, option theta, option rho and option vega. Hedging
strategies using Combination
Module 5: Commodity Derivatives - Commodity Futures Market-Exchanges for Commodity

Futures in India, Forward Market, Commissions and Regulation- Commodities Traded-Trading
and Settlements-Physical Delivery of Commodities.
Suggested Material
Books
1. John C.Hull, Option Futures and Other Derivatives, Pearson Education

2. Vohra and Bagri, Options and Futures, TMH
3. Harrington and Niehaus, Risk Management and Insurance, TMH
4. Shulz, Risk Management & Derivative, Thomson/Cengage Learning.
5. Anderw Fight, Credit Risk Management, Elvis.
6. S.S.S.Kumar Financial Derivatives, PHI
7. Koteshwar, Risk Management, HPH.
URLs
1. http://premiacap.com/publications/EDHEC_Working_Paper_Case_Studies_and_Risk_Mana
gement.pdf
2. http://extensionrme.org/pubs/IntroductionToRiskManagement.pdf
3. http://www.investopedia.com/ask/answers/06/futureshedge.asp
4. http://www.marciniak.waw.pl/NEW/231231/DE8.pdf
5. https://reserve.usbank.com/insights/managing-interest-rate-risk
6. www.jpmorgan.com/jpmpdf/1320663533358.pdf
7. www.investopedia.com/exam-guide/cfp/principles-of-risk-and-insurance/default.asp
1. Analyze the insurance potential in India based on secondary data

2. Meet Insurance advisors, agents and have a discussion on requirements of insurance selling.
3. Select insurance company of your interest and study the risk management procedures
followed by that company.
4. Analyze risk management techniques used by the banks, cement companies, automobile
companies.
5. Visit the IRDA website and identify the rules and regulations governed by IRDA with
respect to Marketing of insurance in rural markets
3. ADVANCED CAPI TAL STRUCTURE THEORIES
_____________________________________________________________________________________
Credits: 03
Objective: To acquaint the students with the concepts of advanced capital structure theories and
give them the practical exposure.
Pedagogy : Lectures, Case study discussions and Seminars.
Module 1: Empirical Perspectives on the Financial Characteristics - Analysis of composite

cash flows, Leverage, Ownership structures, ROE, P/E ratios, Dividend payout, Dividend yields,
and other financial characteristics of Sensex and Nifty firms.
Module 2: Principal Agent Conflict and Financial Strategies - Introduction, Limited liability
and the separation of ownership and control, role of management with diffuse ownership. Classic
directive to management, extended stakeholders, Conflicts of interest, Contracts and a revised
directive.
Module 3: Information Asymmetry and the Markets for Corporate Securities -

Introduction, Theories of the effects of information asymmetry, Valuation of traded equity under
asymmetric information, Information asymmetry and the Quality of the market for a firm’s
equity, optimal ownership structure.
Module 4: Leverage Decision - Introduction, Corporate and personal taxation, Modifying MM

propositions to account for corporate taxes, Traditional trade-off theory, Agency theory and
leverage decision, Asymmetric information and leverage, balancing agency costs with
information asymmetry.
Module 5: The Firm’s Environment, Governance, strategy, operation and financial

structure – Firms’ business environment, operation structure, financial structure, risk
performance and contingencies, empirical analyses of risk.
Suggested Material
Books
1. Bhattacharya, Hrishikas: Working Capital Management: Strategies and Techniques, Prentice

Hall, New Delhi.
2. Brealcy, Richard A and Steward C. Myers: Corporate Finance, McGraw Hill, International.
3. Chandra, Prasanna, Financial Management, Tata McGraw Hill, Delhi;
4. Hampton, Jojn, Financial Decision Making, Prentice Hall, Delhi.
5. Pandey, I.M, Financial Management, Vikas Publishing House, Delhi.
6. Van home, J.C. and J.M Wachowicz Jr.: Fundamentals of Financial Management, Prentice
Hall, Delhi.
7. Van Home, James C: Financial Management and Policy, Prentice Hall, Delhi.
URLs
1. https://efinancemanagement.com/financial-leverage/capital-structure-and-its-theories
2. www.investopedia.com/walkthrough/corporate-finance/5/capital-structure/modigliani-
miller.aspx
3. http://www.livemint.com/Money/PuCJYLIyNMs1bE8DlRzNbP/Is-NSEL-a-case-of-a-
principalagency-problem.html
Practical components:
1. Collect the balance sheet of 5 companies of 2 Different sectors and find out their Debt-equity
mix.
2. Analyze composite ROE, P/E ratios, dividend payout ratios and dividend yields of 2
companies overtime
3. List out top 10 bankrupt firms with reasons.
4. Analyze present value tax shield of five companies.
4. PORTFOLIO MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: To provide the students with the in-depth knowledge of the theory and practice of
portfolio management.
Pedagogy: Lectures Case study discussions and Seminars.
Module 1: Introduction to Portfolio Management: Portfolio concept, Diversification-

Investment objectives, Risk Assessment, Selection of asset mix, Risk, Return and benefits from
diversification. Portfolio optimization – simple marketing portfolio optimization model – utility,
indifference curve and risk penalty. Strategies of Warren Buffet and Peter Lynch, The
investment Gurus
Module 2: Portfolio Risk and Return: Expected returns of a portfolio, Calculation of Portfolio
Risk and Return, Portfolio with 2 assets, Portfolio with more than 2 assets. Portfolio
Management Strategies: Active and Passive Portfolio Management strategy.
Module 3: Modern Portfolio Theories: An optimal portfolio selection, Markowitz risk return
diversification model – generating efficient frontier shapes, Single Index Model, Capital market
theorem, Capital Asset pricing model: Basic Assumptions, CAPM Equation, Security Market
line, Extension of Capita l Asset pricing Model - Capital market line, SML VS CML. Arbitrage
Pricing Theory: Arbitrage, Equation, Assumption, Equilibrium, APT and CAPM.
Module 4: Portfolio Rebalancing, Upgradation and revision: Investment timing and formula
plans – constant dollar, constant rates, variable ratio plans.
Module 5: Portfolio Performance Measurement: Methods of calculating rate of return money
weighted, time weighted, linked IRR Sharpe’s measure, Treynor’s measure, Jenson’s measure,
Eugene Fama’s model of decomposition portfolio returns – buying the index approach –market
timing issues in risk adjusted performance measure – managed portfolio and mutual fund –
mutual fund performance measures and practice. SEBI guidelines of portfolio management.
Suggested Material
Books
1. Prasanna Chandra, Investment Analysis and Portfolio management, Tata McGraw Hill
2. Punithavathy Pandian, Security Analysis & Portfolio Management, Vikas publishers.
3. Fisher and Jordan, Security Analysis & Portfolio Management, Pearson.
4. Kevin S, Security Analysis & Portfolio Management, PHI.
URLs:
1. http://schultzcollins.com/static/uploads/2014/10/Theory_and_Practice_08_04.pdf
2. http://www.bcci.bg/projects/latvia/pdf/8_IAPM_final.pdf
3. http://www.pondiuni.edu.in/storage/dde/downloads/finiv_sapm.pdf
4. http://credu.bookzip.co.kr/Resource/EnglishBook/PDF/AC30095.pdf
5. https://www.aaii.com/programs/conference/presentations/Reese_Invest%20Using%20the%2
0Strategies%20of%20Wall%20Street%20Legends.pdf
1. Each student is expected to trade in stocks with a virtual amount which involves an
investment of a virtual amount in a diversified portfolio and manage the portfolio; the Net
worth is to be assessed fortnightly.
2. Students should compute the risk and return of the portfolio chosen by them.
3. Students have to analyse the performance of the portfolio chosen by them using Sharpe’s
measure, Treynor’s measure, Jenson’s measure and Eugene Fama’s model of decomposition
5. PRINCIPLES AND PRACTICES OF BANKING
______________________________________________________________________________
Credits: 03
Objective: To familiarize students with the basic principles and practices of banking sector and
emphasise on changing scenario of banking principles, practices and governance and
discuss the perspectives in the current banking environment
Pedagogy: Lectures, Case Analysis, Group Discussions, Seminars, Assignments, Presentations
Module 1: Introduction to Banking System: Financial Market and its segmentation, Financial
System overview, recent developments in Indian Financial System, Role and Functions of RBI,
Introduction to Equity and Debt markets, Historical aspects of Banking in India. Evolution of
Banking system -Types of banks –Public Sector, Regional Banks, Performance of Public Sector
banks, Private Sector Banks. Commercial banking: Structure, Functions - Primary & secondary
function, Role of commercial banks in socio economic development, Services rendered. Credit
creation and Deployment of Funds.-Role of Reserve Bank and GOI as regulator of banking
system.
Module 2: Banker-Customer Relationship: Debtor-Creditor Relationship, Bank as a Trustee,

Anti-Money laundering, Deposit Products or Services, Payment and Collection of cheques and
other negotiable instruments.
Module 3: Accounts: Types of Customer Accounts, Procedure for opening an account, Risks in
account opening, Closure Loans and Advances: Principles of lending; Different types of loans;
Credit appraisal techniques; Credit management and credit monitoring.
Module 4: Rural Banking: An introduction, Rural Banking System in India; Reserve Bank of
India and its policy and functions in Rural Banking, Financial Inclusion and its current
perspective. Microfinance: Trends, Issues & Challenges, Microfinance Institutions in India, Role
of Self-help groups
Module 5: Banking Technology: Concept of Universal Banking-Home banking – ATMs-
Internet banking – Mobile banking- Core banking solutions – Debit, Credit, and Smart cards –
Electronic Payment systems-MICR- Cheque Truncation-ECS- EFT – NEFT-RTGS
Suggested Material
Books
1. J.N. Jain & R.K. Jain, Modern Banking and Insurance, Regal Publications
2. A. Ranga Reddy, C. Rangarajan, Rural Banking and Overdues Management, Mittal
Publications
3. Madhu Vij, Management of Financial Institutions in India, Anmol Publications.
4. U.C. Patnaik, Rural Banking in India, Anmol Publications.
5. Vasanth Desai, Nature and Problems of Commercial Banking in India, Himalaya Publishing
House.
6. V.K. Gupta, Management of Financial Institutions in India, Radha Publications
7. G. Ramesh Babu, Management of Financial Institutions in India, Craft Publishing Company.
8. Vasanth Desai, Indian Banking, Nature and Problems, Himalaya Publications House.
URLs
1. https://rbidocs.rbi.org.in/rdocs/Bulletin/PDFs/10991.pdf
2. http://www.bsp.gov.ph/downloads/regulations/attachments/2001/circ272.pdf
3. http://eac.gov.in/aboutus/chspe/RolTechdev_Bankg.pdf
4. https://www.cse.iitb.ac.in/~cs671/web07/web06/web05/submissions/portal/Microfinance_Po
rtal.pdf
5. http://planningcommission.nic.in/reports/sereport/ser/ser_shg3006.pdf
6. http://www.happiestminds.com/whitepapers/digital-transformation-in-banking.pdf
7. http://www.idrbt.ac.in/assets/publications/BT%20Awards%20Review/Technology%20in%2
0Banking%20(2013).pdf
1. Students have to prepare and submit a list of all the banking services offered by public banks,
private banks and regional rural banks.
2. Students have to select one private and one public sector bank and make a comparative study.
3. Students have to present on the extent of technology being used in banks, its advantages and
disadvantages.
6. E-Banking
______________________________________________________________________________
Credits: 03
Objective: To make the students conversant with e-banking products in terms of delivery,
security and controls with reference to India
Pedagogy: Lectures, Case Analysis, Group Discussions, Seminars, Assignments, Presentations
Module 1: Introduction to E-Banking: Impact of Information Technology on Banking-

Changing Financial Environment and IT as a strategic response Hardware and Software.
Module 2: Applications in Banking: Centralized Banking System/Core Banking

System/System Administration, Database Administration, Application Server and Application
Administration, Network Administration, Domains, Data Downloads/Uploads, Band widths,
Data Centre, Data Storage Devices, Data Backups/Restoration;
Module 3: Delivery Channels: ATM, EFTPOS, Phone Banking, Internet Banking, SMS
Banking, Mobile Banking, Credit/Debit Cards, Smart Cards E-Commerce-Secure Electronic
Transfer(SET), Payment Gateways (Credit card/Debit cards), Authentication of payments, etc.
Module 4: Security, Controls and Guidelines: Threats to Information System: i) Physical

(Insiders/outsiders) ii) Viruses, Malwares, Software bombs, Spamming, denial of service attacks,
etc., Information System Security Measures, policy, controls
Module 5: RBI and Basel Guidelines: Basel guidelines for E-Banking, various RBI Committee
Reports on Information Systems.
Suggested Material
Books
1. Uppal RK, Banking with Technology, New Century Publications, New Delhi
2. Murdick RG, Ross JHE and Clagget JR, Information System for Modern Management,
Prentice Hall of India, New Delhi
3. Kaptan SS, Indian Banking in Electronic Era, New Century Publications, New Delhi
4. Khan M.Y., Indian Financial System, Tata McGraw Hill Publishing Company Ltd., New
Delhi
5. Vasantha Desai, Indian Banking-Nature and Problems, Himalaya Publishing House,
Mumbai.
URLs:
1. http://www.grf.bg.ac.rs/~milos/papers/ebankbook.pdf
2. http://shodhganga.inflibnet.ac.in/bitstream/10603/71683/7/chapter2.pdf
3. http://shodhganga.inflibnet.ac.in/bitstream/10603/9516/10/10_chapter%203.pdf
1. Students should be able to identify and demonstrate the advantages and disadvantages of
various forms of E Banking.
2. Students should choose one bank of their choice and prepare a brief report on the E-banking
activities of the bank.
Specialisation Stream: Human Resource Management
(Students who selected the area of Human Resource Management in the third
semester must select two papers amongst the following papers in the fourth semester)
1. INTERNATIONAL HUMAN RESOURCE MANAGEMENT

______________________________________________________________________________
Credits: 03
Objectives: To provide detailed coverage of the issues related to International Human Resource
Management.
Module 1: Introduction: Defining international HRM, Difference between domestic and

International HRM, The enduring context of IHRM.
Module 2: Dynamics of International HRM: The path to global status, Control Mechanisms,
Mode of operation, Approaches to staffing, Transferring staff for International business
activities, role of an expatriates, role of non-expatriates, role of the corporate HR functions.
Module 3: Recruiting and selecting staff for International assignments: Introduction, Issues
in staff selection, factors moderating performance, selection criteria, Dual career couples.
Module 4: Training and Development for International Assignments: The role of expatriate
training, components of effective pre-departure training, developing staff through international
assignments.
Module 5: Global issues in HRM: HRM in the host country context, Introduction,
Standardization and adaptation of work practices, Retaining, developing and retrenching staff,
HR implications of language standardization, monitoring the HR practices of host country sub
contactors
Suggested Material
Books
1. Peter Dowling and Denice Welch, International Human Resource Management, Cengage
Learning Latest Edition.
2. Tony Edwards, International Human Resource Management, Pearson Education Latest
Edition.
3. P. L. Rao, International Human Resource Management – Text and Cases Excel Books Latest
Edition.
URLs
1. http://www3.ul.ie/ulearning/html%20files/global%20hrm/pdfs/International%20Human%20
Resource%20Management.pdf
2. http://www.eiilmuniversity.co.in/downloads/IHRM.pdf
3. http://www.pondiuni.edu.in/storage/dde/downloads/hrmiv_ghrp.pdf
1. Study and report on Recruitment issues of MNCs in your region.
2. Interview Indian expats and report their experiences of foreign

2. MANAGEMENT OF CHANGE AND DEVELOPMENT
______________________________________________________________________________
Credits: 03
Objectives: To provide a thorough and systematic coverage of issues related to organizational
change and development.
Module 1: Introduction: Concept, forces and types of organizational change ‐ External and
Internal, Recognizing the need for change, problem diagnosis.
Module 2: Models of Organizational Change: The Six‐Box organizational Model, The 7‐S
framework, Identifying 47 alternate change techniques.
Module 3: Dynamics of Organizational Change: Resistance to change, Managing resistance to

change, The process of organizational change, Incremental Change Vs Disruptive Change.
Module 4: Managing Change: Planning, Creating the support system, Internal Resource
Persons (IRP) and External agent, managing the transition, organization restructuring,
reorganizing work activities, strategies, process oriented strategies, competitor and customer
oriented strategies.
Module 5: Organization Development: OD process, OD Interventions, Action Research

orientation, Evaluating OD Effectiveness. Managers as change agents, Internal and external
change agents, Organizational change and its management in manufacturing and service
sectors‐ Power sector perform in Orissa.
Suggested Material
Books
1. Kondalkar, Organization effectiveness and change management, PHI Learning, New Delhi.
2. French and Bell, Organisational development, Tata McGraw-Hill.
3. Dipak Bhattacharyya, Organizational Change and Development, Oxford University Press,
New Delhi.
URLs
1. http://www.apubb.ro/wp-content/uploads/2011/02/OD_Suport_de_curs_masterat.pdf
2. http://otgo.tehran.ir/Portals/0/pdf/organization%20development%20and%20change.pdf
3. http://www.pondiuni.edu.in/sites/default/files/organizatinal-development-260214.pdf
1. Visit a nearby firm and assess the areas of change management.
2. Study and suggest organizational development interventions for a firm.

3. STRATEGIC HUMAN RESOURCE MANAGEMENT
______________________________________________________________________________
Credits: 03
Objectives: To provide a thorough and systematic coverage of issues related to strategic human
resource management.
Module 1: Introduction: An overview of strategic HRM, Definition, meaning, models of

strategic HRM.
Model 2: Business strategy and Strategic HRM: Aligning HR strategies with business
strategies, introduction to market driven strategy, resource driven strategy.
Module 3: Practice of strategic HRM: The Human resource environment of business, human
resource system- its macro and micro dimensions, strategic management of HR, Strategic HR
planning, developing HR strategies.
Module 4: Functional strategies: Strategic approach to manpower acquisition – recruitment and

selection, Strategic development of human resources, Strategic approach to management
structure, job design and work system, strategic management of performance, strategic approach
to compensation and benefits.
Module 5: Strategic HRM- organizational strategies: Managing strategic change and HR role,
strategies of organizational change, cultural change strategies, and strategies for developing a
climate of trust.
Suggested Material
Books
1. Das, Pulak, Strategic Human Resource management, Cengage Learning Latest Edition.
2. Charles R. Greer, Strategic Human resource management, Pearson Latest Edition.
3. Jaffrey A Mello, Strategic HRM, Cengage Latest Edition.
URLs
1. https://www.ache.org/pubs/Fried%20Sample.pdf
2. https://anhnguyet.files.wordpress.com/2012/04/hmr-stragic.pdf
3. http://www.kvimis.co.in/sites/kvimis.co.in/files/lectures_desk/SHRM%20MODULE%20-
%201.pdf
1. Suggest a strategic approach for a firm in its employment function.
2. Study and design strategic HRM model for a firm in your region.
4. LABOUR LAWS
______________________________________________________________________________
Credits: 03
Objectives: To familiarize the students with the understanding and provisions of industrial and
labour related social security laws. Case studies and problems involving issues in
industrial laws are required to be discussed.
Module 1: The Employees Provident Fund & Miscellaneous Provisions Act, 1952:
Definitions; Schemes under the act – Employees’ provident fund scheme, Employees’ pension
scheme, 1995, Employees’ deposit linked insurance scheme; Case laws.
Module 2: Employees State Insurance Act, 1948: Objectives and applicability of the scheme;
Definitions: personal injury, factory, manufacturing process, wages, partial and permanent
disablement; ESI corporation, standing committee and medical benefit council; contributions;
adjudication of dispute and claims, benefits; Case laws.
Module 3: Factories Act, 1948: Definitions; Authorities under the factories Act; Health; Safety;
Provisions relating to hazardous processes; Welfare; Working hours of adults; Employment of
young persons; Annual leave with wages; Penalties and procedure.
Module 4: Payment of Gratuity Act, 1972: Applicability and non- applicability of the Act;
Definitions employee, employer, continuous service; Payment of gratuity; Forfeiture of gratuity;
Employer’s duty to determine and pay gratuity; Recovery of gratuity; Penalties; Case laws.
Module 5: Workmen’s Compensation Act, 1923: Definitions: Dependent, employer, partial

and total disablement, workmen, injury, accident; employer’s liability for compensation; amount
of compensation; Contracting; Commissioner; Case laws.
Suggested Material
Books
1. Malik, K.L., Industrial Laws and Labour Laws, Eastern Book Company, Lucknow.
2. Kumar, H.L., Digest of Labour Cases, Universal Law Publishing Co P Ltd, New Delhi
3. Srivastava, S.C, Industrial Relations &Labour Laws, Vikas Publishing House (P) Ltd.
4. Sharma, J.P., Simplified Approach to Labour Laws, Bharat Law House (P) Ltd., New Delhi.
URLs
1. http://164.100.133.129:81/econtent/uploads/labour_laws.pdf
2. https://www.icsi.edu/docs/webmodules/Publications/7.%20Industrial,%20Labour%20and%2
0General%20Laws.pdf
Related cases for each module to be discussed in the classes and presentation can be done for
each case by group of students.
5. CROSS CULTURAL MANAGEMENT
______________________________________________________________________________
Credits: 03
Objective: The objective of this course is to develop a diagnostic and conceptual understanding
of the cultural and related behavioural variables in the management of global
organizations.
Module 1: International Cultural Environment: The Concept of Culture, Comparison of

Cross-cultural Behaviour, Self-reference Criterion and Ethnocentrism: Major Obstacles in
International Business Decisions, Cultural Orientation in International Business, Emic vs. Etic
Dilemma: Cultural Uniqueness vs. Panculturalism.
Module 2: Global Business, Growth and Evolution: Environmental Variables in Global

Business; Human and Cultural Variables in Global Organizations; Cross Cultural differences and
Managerial Implications; Cross Cultural Research Methodologies and Hofstede’s Hermes Study;
Structural Evolution of Global Organizations.
Module 3: Cross Cultural Leadership and Decision Making: Cross Cultural Communication
and Negotiation; Process and International Negotiation hurdles; Human Resource Management
in Global Organizations; Ethics in International Business; Western and Eastern Management
Thoughts in the Indian Context.
Module 4: Diversity at Work: Managing diversity: Causes of diversity, the paradox of

diversity, diversity with special reference to handicapped, women and aging people, intra
company cultural difference in employee motivation.
Module 5: International Business Intelligence: Information Requirements, Sources of
Information, Types of Research, Phases of a Research Project, Methods of Data Collection,
Sampling, Research Agencies, Problems in International Research.
Suggested Material
Books
1. Barlett, Christopher and Sumantra Ghoshal, Managing Across Borders: The Transnational
Solution, Harvard Business School Press.
2. Leaptrott, Rules of the Games: Global Business Protocol, Thomson Executive Press.
3. Mary O’Hara-Deveraux and Robert Johnson, Global Work: Bridging Distance, Culture and
Time, Jossey Bass Publishers, San Francisco, USA.
4. Adler, N J. International Dimensions of Organisational Behaviour, publications, Boston.
URLs
1. http://www.pondiuni.edu.in/sites/default/files/cross-cultural-BM-260214.pdf
2. http://www.faugeron.online.fr/%23%20documents/masterms1%23inseec/cross%20cultural%
20management.ppt.pdf
1. Conduct Role Plays for different scenarios.
2. Management games like two dollar game, cross the line games can be played in the class to
develop negotiation skills among the students.
6. SOCIAL SECURITY AND PARTICIPATIVE MANAGEMENT
______________________________________________________________________________
Credits: 03
Objectives: The Course attempts to acquaint students about Social security and participation
processes and practices for effective mobilisation of Human Resources towards
attainment of organisational objectives.
Module 1: Introduction: Brief history of Social Security, Institutional predecessors of social

security, Social Assistance and Social Insurance-ESIC, Distinction between traditional
bureaucracy and liberated organisation, External Commitment vs. Internal Commitment.
Module 2: Social Security: Concept, Objectives and Forms of social security; implications of
various social security laws and their impact on management, union, workers and the economy.
The Macro sociological approach to study social security, Meaning, object and salient features of
Child Labour (Prohibition & Regulation) Act, 1986, The Mahatma Gandhi National Rural
Employment Guarantee Act, 2005, and The National Food Security Act, 2013.
Module 3: Employee Participation: Essence of participation, Evolution of participative

management and its determinants, Institutional Framework: Evolution and working of
Participative Management Schemes in Industry in India. Suggestion Schemes in Organisations.
Board Level Employee Participation in Banks. Workers’ Cooperatives. Empowerment and
participation.
Module 4: Employee Stock Ownership Plan (ESOP): Evolution in India, Scope and
legal/institutional Provisions including current developments and working of such schemes in
diverse organisations. Provisions of ESOP as per Companies Act 2013 and SEBI guidelines.
Computation of option value.
Module 5: International Experiences: Review of International experiences based on studies of
social security and Worker Participation Schemes in selected countries using the case studies.Re-
inventing social security in the times of crisis. Global Capitalism.
Suggested Material
Books
1. Ken B. Conrand, John P. Carlos and Alan Rendelph, The 3 Keys to Empowerment, Magna
Publishing Company, Mumbai.
2. Sen, D. R., Employee Participation in India. International labour Office.
3. N.R. Sheth, The Joint Management Council: Problems and Prospects, Sri Ram Centre for
Industrial Relations and Human Resources, New Delhi.
URLs
1. https://www.ssa.gov/history/pdf/2005pamphlet.pdf
2. https://www.ssa.gov/policy/docs/ssb/v18n8/v18n8p2.pdf
3. shodhganga.inflibnet.ac.in/bitstream/10603/1163/8/08_chapter%202.pdf
To solve case studies on Social security
Specialisation Stream: Marketing Management
(Students who selected the area of Marketing Management in the third semester
must select two papers amongst the following papers in the fourth semester)
1. International Marketing Management

__________________________________________________________________
Credits: 03
Objectives: The basic objective of this course is to develop an understanding of the underlying
concepts, strategies and issues involved in the International Marketing.
Module 1: Overview of the World Business: Domestic V/S International Marketing, Benefits
of International Marketing.
Module 2: Trade theories and economic development: Barriers to International Marketing,
Role of GATT, WTO, GSP, etc, Global Business Environment.
Module 3: Planning for International Marketing: Overseas Marketing Research and

Information System, Foreign Market entry Strategies.
Module 4: International Marketing Decisions: Product, Branding, Packaging, Pricing,

Distribution, Sales and Sales Promotion decisions and Strategies.
Module 5: Financial Environment and decisions in International Marketing: Foreign Trade

in India - Regulation Promotion and Development, Foreign Trade Control, EXIM Policy,
Organizational set up. Export Promotion, Export Documents, and Procedures, Export Risk
Insurance.
Suggested Material:
1. Philip R. Cateora, International Marketinglrwin/ McGraw Hill.

2. Sak Onkvisit and John J. Shaw, International Marketing -Analysis and Strategy, PHI.,
New Delhi
3. Dr. Francis Cherunilam, International Trade and Export Marketing, HPH India
4. R.L. Varshney and B. Bhattacharya, International Marketing Management, Sultan
Chand & Sons, India
URLs
1. http://www.crectirupati.com/sites/default/files/lecture_notes/international%20marketing
%20notes.pdf
2. http://164.100.133.129:81/eCONTENT/Uploads/International_Marketing_Management.p
df
3. http://www.rogerjbest.com/img/InternationalMarketing.pdf
Practical Component: A student or group of students should assist a local entrepreneur to

export/import goods.
2. E-Marketing
__________________________________________________________________
Credits: 03
Objectives: The basic objective of this course is to develop an understanding of the underlying
concepts, strategies and issues involved in the E-Marketing.

Module 1: Introduction to E-Marketing: Meaning, scope and benefits; business models of
electronic marketing; e marketing techniques; how to market presence; attracting customers to
your site; tracking customers; customer service; e-marketing plan; website design issues.
Module 2: Consumer characteristics and behavior: Marketing mix and fifth “p” as
personalization applied to e marketing; e-marketing information system; Personal characteristics
and demographics of internet surfers; consumer purchasing decision making; intelligent agents
for consumers; market segmentation bases; targeting online consumers.
Module 3: E-marketing strategies: Differentiation of online businesses; product-service

differentiation strategies; positioning strategies; creating customer value online; e-marketing
enhanced product development; online pricing strategies; length and functions of distribution
channels; classification of online channel members.
Module 4: E-marketing communication: Online advertising; Emergence of the internet as a

competitive advertising media; online advertisement methods and strategies; push technology
and intelligent agents; economics and effectiveness of advertisements; Weaknesses in online
advertising.
Suggested Material
Books
1. Napier, Creating a winning E-business, Cengage Learning, New Delhi
2. Efraim Turban, Jay Lee, David King & H.Michael Chang, Electronic Commerce: A
Managerial Perspective, Pearson Education, Delhi.
3. Laudon, K.C., and Traver, C. G., E-Commerce – Business. Technology. Society., Pearson
Education, 2006.
4. Greenstein and Vasherhelyi, Electronic Commerce: Security, Risk Management, and
Control, TMH, New Delhi.
5. Elias M. Awad. (2009). Electronic Commerce: From vision to fulfillment, 3rd ed., Pearson
Education, New Delhi.
URLs
1. http://www.eduoncloud.com/sites/default/files/MBA-IV-E
MARKETING%20%5B14MBAMM409% 5D-NOTES.pdf
Practical Component: A student or group of students should assist a local entrepreneur to sell
his products through e-commerce websites.
3. CUSTOMER RELATIONSHIP MANAGEMENT
______________________________________________________________________________
Credits: 03
Objectives: To acquaint the students with the concepts and techniques used Customer
Relationship Management to enable them to make strategies to attract new and
retain existing customers.
Pedagogy: Lectures Case study discussions and Seminars.
Module 1: Introduction: Origin, evolution and concept of CRM, strategic importance of CRM,
goals of CRM, types of CRM, CRM Architecture
Module 2: Operational CRM: Sales force automation: lead management, contact management,
field force automation; enterprise marketing automation: market segmentation, campaign
management, customer service and support, contact and call centre operations
Module 3: Analytical CRM: Managing and sharing customer data: customer information
database, ethics and legalities of data use, data warehousing and data mining; types of data
analysis – online analytical processing, click stream analysis, collaborative filtering, CRM and
business intelligence collaborative CRM
Module 4: CRM Implementation : Establishing CRM performance monitoring, CRM readiness

assessment, system, CRM audit, CRM project management, employee engagement in CRM
project, CRM budget, key account management, evaluating CRM return on investment
Suggested Materials
Books
1. Buttle, Francis, Customer Relationship Management – Concept and Tools, Elsevier

Butterworth–Heinemann, Oxford, UK
2. Payne, Adrian, Handbook of CRM – Achieving Excellence in Customer Management,
Butterworth – Heinemann, Oxford, UK
3. Dyche, Jill, The CRM Handbook – A Business Guide to Customer Relationship
Management, Pearson Education, New Delhi
4. Knox, Simon, Stan Maklan, Adrian Payne, Joe Peppard and Lynette Ryal, Customer
Relationship Management, Butterworth – Heinemann, Oxford, UK
5. Greenlers, Paul, CRM at the Speed of Light, Tata McGraw Hill Publishing Ltd., New Delhi
6. Anderson, Kristen, and Carol J Kerr, Customer Relationship Management, Tata Mc Graw
Hill
URLs
1. https://www.tutorialspoint.com/customer_relationship_management/customer_relationship_
management_tutorial.pdf
2. http://www.pondiuni.edu.in/storage/dde/downloads/markiv_crm.pdf
Practical component: A student or group of students should assist a local entrepreneur in

having a database, in formulating strategies for his business.
4. MARKETING RESEARCH
__________________________________________________________________
Credits: 03
Objectives: To provide an understanding of the basics of marketing research and to build a

research vocabulary, key terms and ideas. To provide a balance of the theoretical
and practical aspects of marketing research and encourage the students to take up
analytical and critical thinking through research.
Module 1: Introduction: Meaning, scope and importance of marketing research; marketing

information system; meaning, need and components, marketing information system and
marketing research; marketing research process
Module 2: Data Collection: Primary data collection methods; mail survey, telephone survey
and interviews and their evaluation; observations; experimental methods, questionnaire
preparation and administering
Module 3: Research Design and Information Sources: Meaning and scope of research design;
types of research designs, exploratory, descriptive and conclusive; sources and uses of secondary
data.
Module 4: Sampling and Scaling: Sampling Types: Probability / non probability.

Measurement Techniques; Scale Types: Comparative Scaling, Non-comparative Scaling
Advertising Research, Product Research, Distribution Research, Sales Research.
Module 5: Data analysis and reporting: Data Analysis techniques, Report writing, types of
research report, report structure, guidelines for effective documentation
Suggested Materials
Books
1. Narayn reddy and GVRK Acharyalu, Marketing Research Contemporary Approach, Excel
publications
2. Saravanavel et.al, Marketing Research and Consumer Behaviour Vikas Publishing House
3. William G. Zikmund et.al., Essentials of Marketing Research, Cengage Learning
4. Paul Hague, Kogan Page, Market Research: A Guide to Planning, Methodology and
Evaluation
5. Peter Mouncey, et.al, Market Research Best Practice. 30 Visions of the Future
URLs:
1. http://www.pondiuni.edu.in/sites/default/files/MARKETING%20RESEARCH200813.pdf
2. http://164.100.133.129:81/eCONTENT/Uploads/Marketing_Research.pdf
3. http://web.ftvs.cuni.cz/hendl/metodologie/marketing-research-an-introduction.pdf
1. Choose 5 successful products or services and identify the insight behind them through a field
survey.
2. Do a comprehensive essay on the difference between consumer vs. trade vs. competition
insights & how best to exploit them.
3. Choose 5 recent successful campaigns and identify their insights through consumer
interviews. Present your findings to the class
4. RETAIL MANAGEMENT
__________________________________________________________________
Credits: 03
Objectives: To develop an understanding of the contemporary retail management, issues,

strategies and trends in Retailing. To highlight the significance of retailing and its role in the
success of modern business.
Module 1: Introduction on Retailing - World of Retailing, Retail management, introduction,

meaning, characteristics, Types of Retailers (Retail Formats) - trends in retailing, FDI in Retail -
Problems of Indian Retailing.
Module 2: Retail Market Strategy - Financial Strategy - Site & Locations (Size and space
allocation, location strategy, factors Affecting the location of Retail, Retail location Research
and Techniques.
Module 3: Store Management - Responsibilities of Store Manager, Factors influencing retail

pricing, Retail pricing strategies, Retail promotion strategies,
Module 4: Relationship Marketing - Management & Evaluation of Relationships in Retailing,

Retail Research in Retailing: Importance of Research in Retailing, Trends in Retail Research.
Module 5: Retail Audit and ethics in Retailing - Undertaking an audit, problems in conducting
a retail audit. Ethics in retailing, social responsibility and consumerism
Suggested Material
Books
1. James R. Ogden & Denise Trodden, Integrated Retail Management, Biztantra

2. Levy and Weitz, Retail Management, TMH.
3. Swapna Pradhan, Retailing Management, TMH
4. Dravid Gilbert, Retail Marketing Management, Pearson Education.
5. A. J. Lamba, The Art of Retailing, McGraw Hill
6. Barry Berman, Joel R. Evans, Retail Management: A Strategic Approach, Pearson.
URLs
1. https://www.tutorialspoint.com/retail_management/retail_management_tutorial.pdf
2. http://www.pondiuni.edu.in/sites/default/files/Retail%20Marketing200813.pdf
3. http://14.139.185.6/website/SDE/sde177.pdf
1. Interview a salesperson in a retail store and write a brief report about what they like and
dislike about their jobs, their salary, travelling allowances, sales quotas, why they chose a
sales career, and what does it take to succeed in this profession.
2. Go to a kirana store and a supermarket and compare the following: a) store arrangement b)
No of brands carried c) pricing policies – are discounts given? d) Service – personal or
impersonal? Etc.
3. Go to at least three kirana stores in your neighborhood (around 5 kms) and discuss with them
the importance of location, pricing, credit policy, etc. What percentages of goods are sold
‘loose’ in each locality and compare this with the approximate income range of the
customers? What are the retailer’s losses when a customer defaults in payment? Does he
make up for it by increasing his prices to other customers.
6. SALES MANAGEMENT
__________________________________________________________________
Credits: 03
Objectives: To provide an understanding of the concepts, techniques and approaches required

for effective decision making in the areas of Sales Management. To emphasize on
the practicing manager's problems. To develop skills critical for generating,
evaluating and selecting sales strategies.
Module 1:- Sales Management –objectives, functions, types of sales manager, qualities of sales
manager, personal selling, types of salesmen, selling process.
Module 2:- Sales Planning – steps, types of sales planning, sales forecasting ,methods of sales
forecasting, sales quota and sales territories, sales budget, types of sales budget.
Module 3:- Sales organization – Dept in sales organization, function of sales organization,
structure of sales organization, sales contest and sales meeting.
Module 4:- Sales force management - recruitment, selection, training, compensating sales free,
motivating sales free.
Module 5:- Sales Analysis and reporting - sales audit, controlling sales personnel methods of
controlling sales force, sales records and reporting system.
Suggested Material
Books
1. Dr.S.L Gupta, Sales Management, an Indian perspective, Excel Books

2. P.K Sahu and K C Raut, Salesmanship and Sales Management, Vikas Publishing House.
3. Douglas J Dalrymple, William L Crowe, Sales Management, John Wiley & Co.
4. Sales & Distribution Management- Text and Cases, McGraw Hill
5. Krishna K Havaldar, Sales and Distribution Management
6. Louis W Stern, Adel I El, Marketing Channels, Ansary and Mandrioli
URLs
2. http://www.ddegjust.ac.in/studymaterial/bba/bba-305.pdf
3. http://164.100.133.129:81/eCONTENT/Uploads/Sales_Management.pdf
Practical component:
1. Interview a salesperson and write a brief report about what they like and dislike about their
jobs, their salary, travelling allowances, sales quotas, why chose sales career, and what does
it take to succeed in this profession.
2. Ask your friends if they would buy certain goods like groceries, vegetables, socks, mobile,
pens etc from the roadside vendor as against a regular shop. Group the products into low risk
and high risk ones. Does this buying behaviour also depend on the personality of the
individual doing the buying? Or the one doing the selling?
3. Students can make a presentation on any product or the services of student choice, covering
selling strategies and one day work exposure towards merchandising in any big retail outlets
of respective places where the institute if operating. Rural colleges can send the students to
the city nearby to observe the merchandising planning in retail outlets and to make a small
report.

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Vijayanagara Sri Krishnadevaraya University

Jnana Sagara, Ballari

Department of Studies in Management

Syllabus for Master of Business Administration (MBA)

With Effect from the Academic Year 2016-17

Pedagogy: Lectures, Case Study, Group Discussion and Seminars.

Module 2: Merchant Banking - Overview of merchant banking activities, regulation and

Module 4: Venture Capital and Credit Rating - Introduction, regulatory environment – an

Module 5: Other financial services - An overview o f Factoring and Forfeiting, Bill

Pedagogy: Lectures, Case study, Group discussions and Seminars.

Module 2: The International Financial Environment - International Monetary System.

Module 3: The Foreign Exchange Market - Introduction, Evolution of foreign exchange

Module 4: International Parity Conditions – Introduction, Purchase Power Parity (PPP) –

Module 5: Management of Foreign Exchange Risk - Introduction to exchange risk, types of

1. Buckley, Adrian, Multinational Finance, New York, Prentice Hall Inc.

Pedagogy: Lectures, Case Study, Group discussions and Seminars.

Module 1: Cash Flow Measurement - Dependence and independence of cash flows in

Module 3: Real options in Capital Investment - Types of options – expansion, Abandonment

1. Financial Management and Policy – Van Horne (latest edition)

Objective: To provide the students with an understanding of process of investments,

Pedagogy: Lectures, Case study, Group discussions and Seminars.

Module 1: Securities Market - Introduction to securities market, Primary Market and

Module 2: Securities Investment - Investment: Definition, Attributes, Economic vs Financial

Module 3: Fundamental Analysis - Economy Analysis: Macro-Economic factors affecting the

Module 5: Valuation of Securities - Valuation of Equity – Nature of equity instruments,

1. Students have to identify various avenues of investment by meeting investors:

Module 1: Introduction to mergers and acquisitions - Concept, types of merger – theories of

Module 2: Merger Process - Dynamics of M&A process - identification of targets –

Module 3: Corporate Restructuring - An overview of corporate restructuring, significance,

Module 4: Takeovers - Meaning, types, takeover strategies, - Takeover defenses – financial

Module 2: Money Market - Organization, instruments, functioning and regulations of money

Module 4: Financial Institutions - Depository Institutions-commercial banks and industrial

Module 5: Financial Institutions - Non-depository institutions-meaning, importance and

1. HUMAN RESOURCE DEVELOPMENT

Pedagogy: Lectures, Case Studies, Seminars, Role-plays, Practicum, etc.

Module 1: Introduction: Evolution & Concept of HRD Concept, importance, objectives,

Module 4: Organizational Development & Organizational Development‐ Concepts and

Module 5: HRD Evaluation: Purpose of HRD Evaluation, Models and Framework of

Pedagogy: Lectures, Case Studies, Seminars, Role-plays, Practicum, etc.

Module 1: Conceptual Framework of Performance Management: Performance management

Module 2: Components of Performance Management System: Performance planning;

Module 3: Performance management and appraisal: Methods of performance appraisal;

Module 4: Implementation of Performance Management: Implementing performance

Module 5: Current Issues in Performance Management: Role of HR professionals in

2. Make a report on performance management implementation issues in a garment firm.

Pedagogy: Lectures, Case Studies, Seminars, Role-plays, Practicum, etc.

Module 1: Introduction: Concepts and Rationale of Training and Development; overview of

Module 3: Training and Development Methodologies: Overview of Training Methodologies-

Module 4: Designing Training and Development Programs: Organisation of Training and

2. Prepare a report on evaluation framework of training and development in a nearby firm.

Module 1: Introduction: Meaning and definition of Knowledge Management, Multidisciplinary

Pedagogy: Lectures, Case study, Group discussions and Seminars.

Objective: The course is designed to promote understanding of issues related to compensation

Pedagogy: Lectures, Case study, Group discussions and Seminars.

Module 1: Compensation Management: Compensation management process, Forms of pay,

1. Henderson, R.I., Compensation Management in a Knowledge Based World, Pearson

Pedagogy: Lectures, Assignments, case studies, seminar, etc

Module 2: Key Characteristics of Organizational Buying Process, Purchasing Organization

Module 3: Industrial Marketing Planning: Problems in Planning. Planning Process.

Module 4: Managing Business Marketing Channels : Direct / Indirect Distribution, E

1. Krishana K Hawaldar, Industrial Marketing, TMH

Pedagogy: Lectures, Assignments, Projects, Practical Exercises and Seminars

Module 3: Focus On the Customer-Consumer Behavior in Services: Customer expectations