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CURRICULUM STRUCTURE
MBA 2009
SYLLABUS
1.1 MANAGEMENT PRINCIPLES AND PRACTICE
Course Number :
Subject Description :
This course presents the Principles of Management, emphasizing managerial functi
ons, explaining internal management of organizations and behavioural concepts as
applied to practical management problems.
Goals:
To enable the students to learn the basic functions, principles and concepts of
management.
Objectives:
On successful completion of the course the students should have:
Understood management functions and principles.
Learnt the scientific decision making process and problem solving techniques.
Learnt the modern trends in management process.
Unit I
Management : Science, Theory and Practice - The Evolution of Management Thought
and the Patterns of Management Analysis - Management and Society : The External
Environment, Social Responsibility and Ethics - Global and Comparative Managemen
t - The Basis of Global Management.
Unit II
The Nature and Purpose of Planning - Objectives - Strategies, Policies and Plann
ing Premises - Decision Making - Global Planning.
Unit III
The Nature of Organizing and Entrepreneuring - Organizational Structure : Depart
mentation - Line/Staff Authority and Decentralization - Effective Organizing and
Organizational Culture - Global Organizing.
Unit IV
Co-ordination functions in Organisation - Human Factors and Motivation - Leaders
hip - Committees and group Decision Making - Communication - Global Leading.
Unit V
The System and Process of Controlling - Control Techniques and Information Techn
ology - Productivity and Operations Management - Overall Control and toward the
Future through Preventive Control - Global Controlling and Global Challenges.
References :
1. Koontz & Weirich, Essentials of Management, Tata McGraw Hill.
2. VSP Rao, V Hari Krishna – Management: Text and Cases, Excel Books, I Editi
on, 2004
3. Stoner & Wankai, Management, PHI.
4. Robert Krcitner, Management, ATTBS.
5. Weirich & Koontz, Management - A Global perspective, McGraw Hill.
6. Helliregarl, Management, Thomson Learning, 2002.
7. Robbins.S.P., Fundamentals of Management, Pearson, 2003.
1.2 ORGANISATIONAL BEHAVIOUR
Unit: 1
Organizations as Work Settings, Organizational Behavior and Management’ Learning
About Organizational Behavior Current Issues in Organizational Behavior:
High Performance Organizations, Multiculturalism and Diversity, Ethics and Socia
l Responsibility, Issues and Transitions in the New Workplace
Organizational Behavior across Cultures Global Context of Organizational Behavio
r Cultures and Cross-Cultural Understanding Cultural Diversity and People at W
ork A Global View of Organizational Learning
Unit: 2
Individual Behavior and Performance: Personality and Individual Differences
Personality, Personality Differences, Values and Attitudes Individual Difference
s and Diversity. Cognitive abilities: Intelligence Creativity and Problem solvin
g
The Perception Process, Common Perceptual Distortions, Managing Perceptions
Attribution Theory. Motivation: Content and Process Theories of work motivation
, Reinforcement: Classical Operant and Social learning theories
Unit: 3
Group Dynamics and Teamwork: How Groups Work, Groups in Organizations, Stages of
Group, Foundations of Group Performance, Decision Making in Groups. Teams and T
eamwork. Team Building, Improving Team Processes, Teams in the High Performance
Workplace Leadership: Theories and Emerging Leadership Perspectives
Power and Politics: Power and Influence, Power. Formal Authority and Obedience
Empowerment, Organizational Politics
Unit: 4
Conflict and Negotiation Conflict in Organizations, Conflict Management, Negotia
tion: Negotiation Strategies, How to be an effective negotiator, Manager as a ne
gotiator
Change in Organizations Planned Change Strategies Resistance to Change Over comi
ng resistance to change Innovation in Organizations Dynamics of Stress and manag
ing Job stress.
Unit: 5
Organizational Structure and Design: Strategy and Goals of Organizations
Basic Attributes of Organizations, Organizing and Coordinating Work, Bureaucracy
and Beyond, Strategy and Organizational Design, Information Technology and Orga
nizational Design, Environment and Organizational Design
Organizational Culture Understanding Organizational Cultures, Managing Organizat
ional Culture, Organizational Development: Nature scope objectives and intervent
ion strategies
REFERENCE BOOK
1. Schermerhorn et.al Organizational Behaviour,Wiley 9th student edition I
ndia
SUGGESTED READINGS
1. Newstrom Organizational Behaviour ; Human behavior at work 12th edn. Tata Mc
Graw Hill 2007
2. Robbins et.al Organizational Behaviour Prentice Hall India 12th edition.
3. Luthans Fred et.al Organizational Behaviour Tata McGraw Hill India 10th editi
on.
4. Helliregal Slocum, Woodman, Organisational Behaviour, IX edn., Thomson learn
ing.
5. Umasekaran, Organisational Behaviour, Tata McGraw Hill.
6. Robbins S.P., Concepts contrivances and applications, Prentice Hall.
7. McShane & Glinow, Organisational Behaviour, Tata McGraw Hill.
References:
1. Gary Dessler, "Human Resource Management", Seventh edition, Prentice-Hal
l of India P.Ltd., Pearson.
2. H.John Bernardin & Joyee E.A.Russel, Human Resource Management - An e
xperiential approach, 4th Edition, McGraw-Hill International Edition., 2007
3. David A. DeCenzo & Stephen P.Robbins, Personnel/Human Resource Manageme
nt, Third edition, PHI/Pearson.
4. VSP Roa, Human Resource Management : Text and cases, First edition, Exce
l Books, New Delhi - 2000.
5. Dr. R.Venkatapathy & Assissi Menacheri, Industrial Relations & Labour We
lfare, Adithya Publications, CBE, 2001.
6. Robert L.Gibson and Marianne H.Mitchell, Introduction to Counseling and
Guidance, VI edition, PHI, 2005.
References :
1. Operations Research – An Introductions – Hamdy A Tata
2. Operations Research – Kanti Swarup, Gupta And Man Mohan
3. Operations Research – Dr. J.K. Sharma Macmillan Indian Ltd.
4. Quantitative Techniques in Management – ND Vohra.
5. Operations Research – R. Panneerselvam, 2nd Edition, PHI, 2007
6. Operations Research, Concepts and cases – Fredrick S Hillier and Herald J
Lieberman, 8th Edition, TMH, 2003
7. Hamdy A Taha, “An Introduction to Operations Research, Prentice Hall, Sixt
h edition, 2000
8. Ronald L. Rardin, “Optimization in Operations Research”, Pearson Education
9. J. K. Sharma, “ Operations Research: Theory and Applications”, Macmillan ,
1997
10. U.K. Srivastava, G.V. Shenoy, S. C. Sharma, “ Quantitative Techniques for
Managerial Decision”, Second Edition, Prentice Hall of India
Questions : 80% of the questions shall be problems
20% of the questions shall be theory based.
2.6 RESEARCH METHODS FOR MANAGEMENT
Course Number :
Subject Description :
Research Methods of Management is emphasizing on the methodology of research an
d its application in managerial decision making, explaining hypothesis, meaning
and types, sampling design along with the various parametric and non-parametric
test.
Goals:
To familiarize the students with methodology of research and its application in
managerial decision making situations.
Objectives:
On successful completion of the course the students should have:
Understood the scope and significance of research in business decisions.
Studied and understood sampling techniques along with hypothesis testing.
Understood various scaling techniques and measurement scales .
UNIT I
Research - meaning - scope and significance - Types of research - Research Proce
ss - Characteristics of good research - Scientific method - Problems in research
- Identifying research problem – concepts, constructs and theoretical framework.
UNIT II
Hypothesis:- meaning - sources - Types - formulation Research design - Types - c
ase study - features of good design - measurement - meaning - need Errors in mea
surement - Tests of sound measurement Techniques of measurement - scaling Techni
ques - meaning - Types of scales - scale construction techniques.
UNIT III
Sampling design - meaning - concepts - steps in sampling - criteria for good sam
ple design - Types of sample designs - Probability and non-probability samples.
Data collection:- Types of data - sources - Tools for data collection methods o
f data collection - constructing questionnaire - Pilot study - case study - Data
processing:- coding - editing - and tabulation of data - Data analysis.
UNIT IV
Test of Significance:- Assumptions about parametric and non-parametric tests. P
arametric Test - T test, F Test and Z test - Non Parametric Test - U Test, Krus
kal Wallis, sign test. Multivariate analysis-factor, cluster, MDS, Discriminant
ananlysis. (NO Problems). SPSS and its applications.
UNIT V
Interpretation - meaning - Techniques of interpretation - Report writing:- Signi
ficance - Report writing:- Steps in report writing - Layout of report - Types of
reports - Oral presentation - executive summary - mechanics of writing research
report - Precautions for writing report - Norms for using Tables, charts and di
agrams - Appendix:- norms for using Index and Bibliography.
References:
1. Rao K.V.Research methods for management and commerce - sterling
2. Zigmund, Business Research Methods
3. Donald R.Cooper and Pamela S.Schindler - Business Research Methods - Tat
a McGraw Hill, 2007
4. Naresh K Malhotra – Marketing Research: An Applied Orientation, Pearson Ed
ucation, 4th Edition, 2004
5. Wilkinson Bhadarkar - Methodology and Techniques of Social Research - Hi
malaya.
6. Anderson etal - Assignment and Thesis writing.
7. Uma Sekaran, Research Methods for Business, Wiley Publications.
Note : 20% of the questions shall be problems
80% of the questions shall be theory based.
2.7 BUSINESS ENVIRONMENT AND ETHICS
Course Number :
Subject Description :
Business Environement Ethics emphasizing on emerging trends in social, political
, ethical and legal aspects affecting business decisions explaining the business
environment concepts in significance along with the fiscal policy.
Goals:
To enable the students to learn the knowledge of emerging trends in social, poli
tical, ethical and legal aspects affecting business decisions.
Objectives:
On successful completion of the course the students should have:
Understand the concepts in significance of business environment along with the s
ocial responsibility.
To learn organizational ethic theories and sources.
To understand the fiscal policy and legal environment of business.
To understand global management issues.
UNIT I
Business environment - The concept and significance - constituents of business e
nvironment - Business and society, Business & ethics - Social responsibility - E
nvironmental Pollution and control. Business and culture - Business and Governme
nt - Political system and its influence on business - Indian constitution - Dire
ctive Principles of State Policy.
UNIT II
Managing Ethics - Frame work of organizational ethic theories and sources, ethic
s across cultures, factors influencing business ethics, ethical decision making,
ethical values and stakeholders, ethics and profit, Corporate governance Struct
ure of boards, reforms in boards, compensation issues, ethical leadership for im
proved Corporate governance and better business education.
UNIT III
Global management Issues MNCs Politics and Environment
Multi national corporations and Government relationship, Business in Politics, M
anaging environmental quality, Ethics & Profit in Business.
UNIT IV
Fiscal Policy - Central finances and New fiscal policy - Direct and indirect Tax
structure, VAT, MODVAT - Service Tax problems and reforms - Expenditure Tax -
Public debts & deficit financing.
UNIT V
Legal environment of business - Monopolies Restrective Trade Practices Act. Fore
ign Exchange Management Act-1 Securities and Exchange Board of India Act - Custo
ms & Central Excise Act - Central & State Sales Tax - Consumer Protection Act
Pattents Act - Competition Law.
References :
1. Adhikari M - Economic Environment of management
2. Francis Cherunilam - Business Environment
3. Pruti S. - Economic & Managerial Environment in India
4. Shaikh Saleem – Business Environment, Pearson Education, 2006
5. Davis & Keith William C. Frederik - Business and society
6. Amarchand D - Government and Business
7. Mankard - Business Economics, Mac Millan.
8. A.N.Agarwal - Indian Economy - Wishwa Prakashan
9. Steiner & Steiner - Business Government and Society, McGraw Hill, 2003.
10. Kitson.A and Campbell.R - The Ethical Organisation, Palgrave, 2001.
Unit – 3
SAP Business One - Service Management
Service management optimizes the potential of your service department, providing
support for service operations, service contract management, service planning,
tracking of customer interaction activities and customer support. Capabilities i
nclude:
Service call Enables users to manage, track, and resolve customer questions and
deal with item-related problems Customer equipment card Provides service technic
ians with detailed information about an item sold to a customer, such as a manuf
acturer s serial number, replacement serial number, and all service call history
Service contract Allows users to create a regular support or warranty contract f
or items or services sold to a customer
Rate tables Allows you to enter your foreign currency rates and indexes or auto
download rates from the Web, which can then be used in reports and data entry
Service reports Enable users to view and analyze data related to service contrac
ts, customer equipment, and service calls
Unit – 4
SAP Business One – Purchasing
Purchasing enables you to manage and maintain every aspect of your vendor relati
onships. Tools and processes include:
Purchase order -- Allows you to issue a purchase order to vendors for materials
or services, update the available amount for the items ordered, and notify the w
arehouse manager of the expected delivery date
Purchase delivery note -- Updates the actual in-stock amount without affecting t
he vendor s account balance, Purchase return -- Records goods returned to suppl
iers
Purchase invoice -- Records supplier invoices and simultaneously records a stock
entry
Unit - 5
SAP Business One - Warehouse management
Warehouse management gives you the tools and processes you need to handle stock
merchandise, including:
Item management Manages all item information, including name and code, barcode,
trademark, measures, prices, and even the item s picture
Item query Gives you a quick view of item details
Price lists Lets you define as many price lists as you need and associate them w
ith each customer or vendor
Special prices Records prices for unique customers or from
unique vendors and enables you to set quantity-sensitive prices that change acco
rding to quantities purchased
General receipt/release from stock allows you to record a stock entry or release
not connected directly to an AP/AR document
Transfer between warehouses Enables you to record all transfers between warehous
es
Stock transactions Maintains opening balances for stock items and updates stockt
aking data
Unit - 6
SAP Business One - Outlook Integration
Outlook integration gives you seamless integration and synchronized communicatio
ns between SAP Business One and Outlook, Microsoft s personal information manage
r and communications program. Outlook provides an integrated solution for managi
ng and organizing e-mail messages, schedules, tasks, notes, contacts, and other
information. With SAP Business One, your employees can synchronize calendars, co
ntacts, tasks – even integrated quotation management. They can also capture and ac
cess all relevant customer, partner, and vendor information. And they benefit fr
om seamless communication that spans departments, business
Unit - 7
SAP Business One – Reporting
Reporting can open an entirely new world of data and information, with tools for
:
Customers/suppliers debts aging Lets you view all customer and supplier debts, s
orted and divided by their age; view a detailed report for the customer by click
ing on a customer line; and use a link to Microsoft Word to create, with a singl
e mouse click, a full status report of all customer debts
Sales analysis Allows you to analyze your sales in three main dimensions (by cus
tomer, per item, and per agent); enables you to create any cross-sectioning betw
een these dimensions to get a better view, with a report that automatically crea
tes charts to display the data graphically and drill down to a highly detailed l
evel
Reference : SAP business 1.0 Software
www.sap.com/confactsap
Unit – 4
The Company Act, 1956
Characteristics of a company – Types of Companies – Promotion and Formation of a Com
pany – Incorporation by Registration – Memorandum of Association – Doctrine of the Ult
ra – vires – Articles of Association – Doctrine of Indoor Management – Commencement of B
usiness – Prospectus – Contents of the Prospectus – Statement In Lieu of Prospectus – Me
mbership of a Company – Powers of the Board of Directors – Duties of the Directors – L
iability of Directors – Meetings of a company – Winding up of a Company
Unit 5
The Consumer Protection Act, 1986
Object of the Consumer Protection Act – Rights of Consumers – Definitions of Importa
nt Terms – Consumer Complaint - Consumer Protection Councils – Redressal Machinery -
District Forum – State Commission - National Commission, relief available to the
Consumers
Cyber Law
Need for Cyber laws – Cyber law In India – Information Technology Act – 2000 – Defining
Cyber Crime – Types of Cyber Crimes – Preventing of Computer Crime
REFERENCE:
1. SS Gulshan, Business law, Excel Books.
2. S.C.Khuchal, Business law.
3. N.D.Kapoor, Business law.
4. V.Kubendran – Legal aspects of Business.
Equipments/Softwares and other teaching aids and tools: Computer, LCD Projector,
OHP, PowerPoint slides
Preferable Method of Teaching: Lectures and Case Study
Suggested components for evaluation for internal: Internal Test, Assignment and
Seminar
Suggested contact hours required for teaching: 45 Hours
Unit III
Strategy Formulation
Generic strategies - Grand strategies - Strategies of leading Indian companies -
The role of diversification - limits - means and forms. Strategic management f
or small organisations, non-profit organisations and large multi product and mu
ltiple market organisations.
Unit IV
Tools of Strategy : Planning and evaluation :
Competitive cost dynamics - experience curve - BCG approach - cash flow implicat
ion -IA-BS matrix - A.D.Littles Life-cycle approach to strategic planning - Busi
ness portfolio balancing - Assessment of economic contribution of strategy - Str
ategic funds programming.
Strategy implication & Control :
Various approaches to implementation of strategy - Matching organisation structu
re with strategy - 7S model - Strategic control process - Du Pont s control mode
l and other Quantitative and Qualitative tools - Balanced score card - M.Porter
s approach for Globalisation - Future of Strategic Management.
References :
1. Pearce & Robinson, Strategic Management, All Indian Travellors N D.
2. A.C.Hax and NS, Strategic Management: An Integrative Perspective, Majifu
, Prentice Hall.
3. Michael Porter, Competitive strategies.
4. John A Pearce II and Richard B Robinson, “Strategic Management: Formulatio
n, Implementation and Control”, 9th Edition, TMH, 2007
5. Michael Porter, Competitive Advantage of Nations.
6. Samul C. Certo and J.Paul Peter, Strategic Management, Second Edn. Conce
pts & Application, McGraw Hill.
7. Gregory G.Dess and Alex Miller, Strategic Management, McGraw Hill.
8. Gerry Johnson & Kevan scholes, Exploring Corporate Strategy: Text & Case
s, Prentice Hall India.
9. Jauch.L., Rajive Gupta & William.F.Glueck, Business Policy and Strategic
Management, Frank Bros&Co., 2003.
10. Fred R.David, Strategic Management Concepts & Cases, Pearson, 2003.
11. R.Srinivasan, Strategic Management, II edition, Prentice Hall of India,
New Delhi.
Course Number :
Section I:
Starting the Process – The Successful Business. Getting Your Plan Started. Making
Your Plan Compelling.
Section II:
Business Plan Components – The Executive Summary. Company Description. Industry An
alysis and Trends. Target Market. Competition. Strategic Position and Risk Asses
sment. Marketing Plan and Sales Strategy. Operations. Technology Plan. Managemen
t and Organization. Community Involvement and Social Responsibility. Development
, Milestones, and Exit Plan. The Financials. The Plan’s Appendix.
Section III:
Putting the Plan to Work – Preparing, Presenting, and Sending Out Your Plan. Looki
ng for Money. Using Your Plan for Classes and Competitions. Internal Planning fo
r Existing Businesses and Corporations. Time Saving Tips.
Section IV:
Special Considerations – Considerations for Internet, “e-businesses”. Considerations f
or Retailers. Considerations for Manufactures. Considerations for Service Busine
sses. Business Planning in a Weak (or Strong) Economy.
Section V:
Reference –
Outline of a Business Plan. Business Terms Glossary. Funding Sources. Research S
ources. Entrepreneurs’ Sources. Index. Sample Plan – Cover Letter. Executive Summary
. Company Description. Industry Analysis and Trends. Target Market. The Competit
ion. Strategic Position and Risk Assessment. Marketing Plan. Operations. Technol
ogy Plan. Management and Organization. Community Involvement and Social Responsi
bility. Development, Milestones & Exit Plan. Income Statement, Three – Year Projec
tion. Income Statement, Annual. Cash – Flow Projection. Balance Sheet. Sources and
Uses of Funds. Assumption Sheet.
2. EXPORT MANAGEMENT
Course Number :
AIM : To help students acquire familiarity of the knowledge and process of expor
t and import trade.
UNIT I : Export - meaning - scope - functions - Role of export in economic devel
opment - Planning for export - market analysis:- market intelligence and market
Research - market selection and entry strategies for export.
UNIT II : Legal aspects of export trade:- International law: Private Law - Tra
nsport contracts - Payment and credit - settlement of disputes - Indian Laws: E
XIM policy - Law relating to packaging - pricing - Advertising - distribution.
UNIT III : Export financing: methods and sources of export finance - Terms of p
ayment for export - Letter of credit - Institutional aid for export financing: R
BI, EXIM Bank, ECGC - commercial banks. Export pricing: Factors influencing expo
rt price - Forms of pricing - pricing approaches - Transfer pricing - Dumping -
International price quotation - Incoterms.
UNIT IV: India s export performance - Problems in export trade- Export promotion
- Need - Export promotion in India:- Institutional support for export promotion
- Export promotion incentives -EPZ & FTZ, 100% EOU, Export houses, Trading hous
es - Star Trading houses - Project and consultancy export -
UNIT V: Export Procedure and documentation: Export order execution - Product pr
eparation - quality control and Pre-shipment inspection - Pachaging - freight f
orwarders - Cargo insurance - customs clearances - Documentation Procedure and c
learing Export bills. Import Procedure:- Import licensing - Replenishment licen
se - Advance import license - Pass book scheme - Import of capital goods.
References :
1. TAS Balagopal - Export management - Himalaya
2. Varshney & Battacharya - International Marketing Sultanchand & sons
3. Francis chernmilam - International Trade and Export management - Himalaya
4. B.S Rathor - Export Management - Himalaya.
5. S. Shivaramu - Export Marketing - Himalaya
3. CONSUMER BEHAVIOUR
Course Number :
UNIT – I
Consumer Behaviour and Marketing Strategy, nature and scope of Consumer Beh
aviour. Market segmentation and Consumer Behaviour.
Learning - nature, conditions relevant to high and low involvement strategies,
characteristics and types of learning, Brand loyalty, Brand equity & leverage
.
Perception - Process, interpretation, Perception and marketing strategy. Percept
ual process and buying behaviour.
Perception - Elements, Just notice able difference - its application to Consumer
Behaviour, Perceptual organization and defense, consumer imagery.
UNIT - II
Motivation - Nature, motivational strategies, theories and their relevance, mar
keting strategies based on motivational conflict.
Personality - Psycho-analytical neo-Freudian and social approaches to personalit
y understanding consumer diversity, Brand personality, Self and self image.
UNIT - III
Attitude formation & change - Tricomponent and structural models of attitudes,
sources of attitude formation, strategies of attitude change, cognitive diss
onance, attribution, self perception theories, Foot in the door phenomenon.
Groups - types, Celebarities, Family, Socialization of family members, Function
of family, Family decision-making and consumption - related roles, Family l
ife cycle.
UNIT - IV
Culture- Nature - Characteristics - Measurement, Sub-cultures – Nationality, age,
geographic, Regional and Sex, Subcultural interaction.
Cross culture : International perspective cross cultural consumer analysis,
Multinational strategies, Cross – cultural psychographic segmentation marketing
mistakes – undertaking differences.
UNIT - V
Opinion leadership & process, Dynamics, motivation and opinion leadership,
Measurement and corporate strategy of opinion leadership.
Innovation, Characteristics, Types, Profile of consumer innovator, Diffusion of
innovation, Adoption process.
References :
1. Kurder, Consumer Behaviour, PHI/Pearson.
2. Schiffman.L.G. & Kanak.L.L., Consumer Behaviour, PHI/Pearson.
3. Loudon.D, Consumer Behaviour, Concepts & Applications, Albert Biutta, McGraw
Hill.
4. Ingel, Roger & Blackwell, Consumer Behaviour.
4.Rural Marketing
Unit - I
Concept & scope, Nature & taxonomy of rural market. Rural vs. Urban marketing, R
ural market Environment.
Unit - II
Rural Consumer Behaviour Challenges, models of consumer behaviour, Decision proc
ess, Buying behaviour pattern, diffusion of innovation, brand loyalty.
Unit - III
Marketing Information System – Rural marketing intelligence system, Marketing Rese
arch – rural way Rural Research Business.
Unit - IV
Rural marketing strategies – Product strategy, pricing strategy, promotion & distr
ibution strategies.
Unit - V
Rural market segmentation – Degrees of segmentation, Bases of segmentation, Rural
Retail & IT models. Public – Private Partnership –
Recommended Books:
Rural marketing – C.S.G. Krishnamacharyulu & Lalitha Ramachandran: Pearson Educati
on.
Rural marketing – T.P. Gopalaswamy: Vileas Publishing.
Rural marketing – U.C. Mathar: Excel books.
5. FINANCIAL SERVICES
9. EVENTS MANAGEMENT
Unit I : Introduction - Definitions and frameworks - Categories and typologies
-Historical contexts and precedents -Characteristics of events -The market deman
d for events -Introduction - Size and scope of the events market - Determinants
and motivations- The structure of demand for events. THE EVENTS BUSINESS: supply
and suppliers: Introduction -The structure of events services: public sector -T
he structure of events services: private sector - Companies and their roles -Vol
untary bodies, committees and individuals. SOCIAL, ECONOMIC, POLITICAL AND DEVEL
OPMENTAL IMPLICATIONS: Introduction - Social and community implications - Econom
ic implications - Political implications - Developmental implications –
Unit II - Managing Events: MAKING A START: Introduction - Getting organized- Eve
nt feasibility: finding and testing an idea - The screening process - Progressin
g the idea. EVENTS PLANNING: Introduction - The planning process - Objectives, e
nvironmental search and information-gathering - Demand and operational planning
- Financial planning - Marketing planning - Getting it together
Unit III: FINANCIAL MANAGEMENT AND THE BUDGET: Introduction - Objectives and fin
ancial planning - Creating a budget - The detailed budget -Who spends what -Othe
r sources of income -Sponsorship and public funding. THE EVENT: Creating the amb
ience
Unit IV: MARKETING AND PUBLIC RELATIONS FOR EVENTS: Introduction - The target ma
rket - How to influence the target market - The marketing plan -Marketing for a
new event - Marketing for repeat events and new editions. MANAGING THE EVENT AS
A PROJECT: Introduction - The event as a project - Risk management - Legalities
and insurance - Systems set-up and ticketing - Operational activities
Unit V: THE ORGANIZATION MANAGER AND THE TEAM: Introduction - Organization - Org
anizational effectiveness -Staffing: professional or volunteer - Factors influen
cing the number and type of staff - Finding staff - Running the event on the day
. CLOSE-DOWN, EVALUATION AND LEGACIES: Introduction - Close-down Evaluation - Di
vestment and legacies.
REFERENCE:
Anton Shone & Bryn Parry, Successful Event Management , Cengage Learning India E
dition
Fenich, G. (2005). Meetings, Expositions, Events, and Conventions: An introducti
on to the
industry. New Jersey: Pearson Prentice Hall.
Getz, D. (1997). Event Management & Event Tourism. New York: Cognizant Communica
tion
Corporation.
Montgomery, R. J. and Strick, S. K. (1995). Meetings, Conventions, and Expositio
ns: An
Introduction to the Industry. New York: John Wiley & Sons, Inc.
UNIT – V
MISCELLANEOUS TOPICS
Practical problems in Management of Dead Stocks, Surplus stocks and scraps – Evalu
ation of Stores Performance.
Materials Handling and Transportation Management
Case Studies
REFERENCES:
1. P. Gopalakrishnan, Purchasing and Materials Management, Tata McGraw Hill
Publishing Company Ltd.
2. A.K. Datta – Integrated Materials Management A Functional Approach – Prentic
e Hall of India P. Ltd.
3. M.S. Sandilya and P. Gopalakrishnan – Inventory Management: Text and Cases
– Macmillan Indian Ltd.
4. M.D. Patel, A. Chunawalla and D.R. Patel – Integrated Materials Management
(Concepts & Cases) – Himalaya Publishing House.
UNIT I
Introduction – Concepts - Scope of the Hospitality Industry – Service and Product of
Hospitality – careers in Hospility Industry –
UNIT II
Relationship of Hospitality to Travel & Tourism – Marketing & Promotion of Hospita
lity – and Tourism – The Impact of Hospility Service in Travel &Tourism – Global Issue
s of Hospitality.
UNIT III
Lodging – Dynamics of the Lodging Industry – Classification of Lodging properties – Ma
rketing of Lodging services – Hotel management operation – Administrative Department
– Service Department –
UNIT IV
Food and Beverage Services – Forms of services – Types of Restaurant and ownership – H
istorical overview of cooking of the cubinary Arts – Menu planning and Development
– Trends in Beverage consumption – Non Alcoholic of Alcoholic Beverages –
UNIT V
Specialized segments of Hospitality Industry – Meeting, conventions of expositions
– Reasons for growth of specialized Hospitality segments – Hospitality functions &
Long term Residential Health care – Managing leisure segment of Hospitality indust
ry
References:
Text Book –
1. John R. Walker – Introduction of Hospitality Management Pearson Eduction Inc ,
New Delhi – Second Edition -.
2. Kye-sung (Kaye) Chon – Raymond T. Sparrowe – “Welcome to Hospility – an introduction –
Cengage learning India (pvt) Ltd, - New Delhi – Second Edition.
2. SERVICES MARKETING
Unit 1
Service – Meaning, Nature and Types; Growth and importance of service economy, - B
ehaviour of service customers, Segmentation, Targeting and Positioning Strategie
s; Service marketing plan – Service Mission and other components, Globalisation of
services.
Unit 2
Service product design and offer, Service differentiation, Demand and supply man
agement, Service Pricing, Service Distribution channels and delivery, External m
arketing communication.
Unit 3
Service scape, Service Process, Service quality and its measurement, Service fai
lures and recovery, Service guarantee, Complaint management, People in services,
Internal marketing and employee empowerment, Technology and its impact on servi
ces, Ethics in services.
Unit 4
Marketing of Hotel, Travel and Tourism, Leisure and entertainment, and Transport
– Passenger and Cargo, Telecommunication services.
Unit 5
Marketing of Banking, Insurance, I.T, enabled services, Consultancy, Healthcare,
Education, Charity and Social Marketing.
References:
1. Services Marketing – Christopher Lovelock – Pearson Education – 2003.
2. Services Marketing Indian Edition – Zeithmal, etal – Mc Graw Hill 2008.
3. Marketing of Services – Indian Edition – Hoffman and Bateson – Cengage Learnin
g 2006.
4. Services Marketing – Helen Woodruff – Macmilan.
5. Essence of Services Marketing – Adrian Payne – Prentice Hall.
6. Services Marketing – Ram Mohan Rao – Pearson Education – 2007.
7. Services Marketing – Rajendra Nargundkar – Tata Mc Graw Hill – 2006.
8. Services Marketing – Govind Apte – Oxford University Press – 2004.
9. Services Marketing – S. M. Jha – Himalaya Publishing – 2000.
10. Services Marketing – Ravi shankar – Excel Books – 2004.
11. Services Marketing – Bhattacharjee – Jaico Books – 2006.
12. Services Marketing – Harsh Verma – Pearson Education – 2008.
3. BRAND MANAGEMENT
Course Number :
UNIT – I
Concept of a brand – Evolution, perspectives, anatomy, types of brand names, brand
name associations, Brands Vs Products, Advantages of Brands to consumers & firm
s. Brand elements: Components & choosing brand elements, Branding challenges &
opportunities.
UNIT – II
Brand positioning – Basic concepts – alternatives – risks – Brands & consumers –Strategies
for positioning the brand for competitive advantage – Points of parity – Points of
difference - Buying decision perspectives on consumer behaviour, Building a stro
ng brand – Method & implications.
UNIT – III
Brand Image, image dimensions, brand associations & image, Brand identity – perspe
ctives, levels, and prisms. Managing Brand image – stages – functional, symbolic &
experiential brands. Brand Equity – Sources of Equity. Brand Equity models, Bran
d audits. Brand Loyalty & cult brands.
UNIT – IV
Leveraging Brands – Brand extensions, extendibility, merits & demerits, Line exten
sions, line trap – Co-branding & Licensing Brands. Reinforcing and Revitalisation
of Brands – need, methods, Brand Architecture – product, line, range, umbrella & so
urce endorsed brands. Brand Portfolio Management.
UNIT – V
Brand valuation – Methods of valuation, implications for buying & selling brands.
Applications – Branding industrial products, services and Retailers – Building Brand
s online.
Indianisation of Foreign brands & taking Indian brands global – issues & challenge
s.
Reference:
1. Kevin Lane Keller, Strategic Brand Management, PHI/Pearson, New Delhi.
2. Kapferer, Strategic Brand Management, Kogan Page, New Delhi.
3. Harsh Varma, Brand Management, Excell Books, New Delhi.
4. Majumdar, Product Management in India, PHI.
5. Sengupta, Brand Positioning, Tata McGraw Hill.
6. Rameshkumar, Managing Indian Brands, Vikas.
7. Chandrasekar, Product Management, Himalaya.
4. DISTRIBUTION MANAGEMENT
Course Number :
UNIT I : EMERGENCE AND COMPONENTS OF MARKETING CHANNELS
Types, Functions, Relationship, Retailing – Structure, operations and strategies,
wholesaling – structure, operations and strategies, Physical Distribution – Structur
e and strategy.
UNIT II : CHANNEL MANAGEMENT
Channel Planning, Designing Channel Systems – Organising patterns – Channels Policie
s, Channel Communication and information systems, Assessing marketing channel pe
rformance, Distribution cost analysis.
UNIT III : CHANNEL MANAGEMENT IN OTHER CONTEXTS
Channel Management by wholesalers and Retailers – Retail formats – Franchise-designi
ng and management Telemarketing, e-marketing, e-tailing, Integrated distribution
management
UNIT IV : RETAIL MANAGEMENT
Identifying and Understanding consumers - Choosing a store Location – Trading area
analysis and site selection, Buying and handling merchandise, pricing and finan
cial management – Establishing and maintaining a retail image. Customer service
UNIT V : PHYSICAL DISTRIBUTION MANAGEMENT
Importance of Physical distribution, Logistics System analysis and design, Organ
ization and control, Role and Importance of warehousing, Warehouse Type, Size, n
umber, location, prerequistion for Warehousing, Warehousing in India, Inventory
Control – Cost and issues – Risk Management.
References :
1. Marketing Channels – Louis.w. Stern & Abel I. Elansary – Prentice Hall India
.
2. Retail Management – A Strategic Approach – Berry Berman & Joel.r. Evans – Macm
illan, New York.
3. Physical Distribution MGT – Logistical Approach – K.K Khanna – Himmalaya.
4. Contemporary Logistics – James C Johnson & Donald F. Wood – Himalaya.
5. Strategic Marketing Channel MGT – Donald Bowersox, & Bixby Cooper – MC Graw
Hill International.
6. Retail Marketing Management – David Gilbert – Pearson Education/Prentice Hal
l.
Subject Description: Provides an overall view of the risk, risk management proce
ss. It further elaborates on property and liability risk management, Life, Healt
h and income exposures. It explains the state of affairs of insurance industry i
n India.
Goals : To help the student to understand the risk and its management process th
rough insurance and other methods.
Objectives:
On successful completion of the course the student should be able to
1. Calculate the risk and manages it
2. Understand the Property and Liability Risk Management techniques
3. Understand the risk management techniques of Life, Health and Income
exposures.
4. Understand the functioning of Insurance Industry in India.
Unit – I
Risk – Risk identification evaluation, Property and liability Loss exposures, Life
, Health, and Loss of Income exposures and non insurance risk management techniq
ues. Selecting and Implementing Risk management techniques.
Unit – II
Property and liability risk Management- Risk Management of commercial property,
Business liability and risk management insurance - Workers’ compensation and alter
native risk managing.
Unit - III
Risk Management of Auto owners - Insurance Claims – the need for insurance-persona
l automobile policy-personal automobile rating- premium and death rates-cost con
tainment- advances in driver and auto safety. Risk management of home owners pol
icy coverage-perils covered by the policy-flood Insurance-personal articles floa
ter-personal risk management
Unit – IV
Loss of life –types of life insurance- tax incentives for life insurance- Life ins
urance contract provisions. Loss of Health- Health insurance providers- mechanic
s of cost sharing- health expense insurance- disability income insurance - heath
insurance policy provisions - health care reforms. Annuities- structures of ann
uities- annuity characteristics- annuity taxation. Employees benefits- health an
d retirement benefits.
Unit – V
Life and General insurance industry in India – IRDA Act- Investment norms – Protecti
on of policy holders Interest.
Reference:
1. Jave S. Trieschimam, Sandra G. Gustarson, Robert E Houyt, Risk Management
and Insurance Thomson Sowlla Western Singapore 2003.
2. Scoh E Herrington Risk Management and Insurance Mc Graw Hill New Delhi 20
03.
3. Dorfman Mark S Introduction to Risk Management and Insurance 8th Edition.
Prentice Hill India New Delhi 2007.
4. Harold D Stephen and W Jean Kwon Risk Management and Insurance Blackwell
Publicing co., New York 2007.
5. Misra M.N. and Misra S.R Insurance Principles and Practice S .Chand and C
o.
New Delhi 2007.
6. Gupta P.K. Insurance and Risk Management Himalayan. Publishing House New
Delhi 2008.
7. COST MANAGEMENT
UNIT I:
Introduction to cost management and basic cost management concepts. A Systems fr
amework; factors affecting cost management; cost assignment: Direct tracing and
allocation - Functional -based and Activity -based cost management systems.
UNIT II:
Cost Behaviour-Basics- Resources. Activities and Cost Behaviour- Methods for sep
arating mixed costs into Fixed and Variable components- Reliability of Cost Form
ula Cost Estimation using Multiple Regression- The Learning Curve and Non-linear
cost Behaviour.
UNIT III:
Activity Based Costing- Functional based product costing- ABC costing system-Pro
duct and service costing - Job order system - Characteristics of the productio
n process - single and multiple overhead rates- An overview of cost allocation-A
llocating one department s costs to another department.
UNIT IV:
Decentralisation and Responsibility Accounting Performance Evaluation-Investment
Centers - Transfer pricing - Setting transfer prices.
UNIT V:
Strategic Cost Management Basic Concepts - Value Chain Analysis- Life Cycle Cost
Management - JIT and its effect on cost management system.- Activity Based Mana
gement -The Balanced Scorecard- strategic based control.
Books for Reference:
1. Cost Management - Guan. I lansen and Mower. (South Western
Cengage
Learning)
2. Cost Management: A Strategic Emphasis - Blocher, Chen, Cokins and Lin. (
Tata
Me Graw Hill)
3. Advanced Management Accounting - Atkinson and Robert Haplan. (Prentice H
all
of India)
4. Cost Management - .lawahar Lai (Tata Me Graw Hill)
5. Introduction to Management Accounting - Hongren, Sundem and Stratton. (P
HI)
8. ORGANISATIONAL DEVELOPMENT
Course Number :
AIM : To enable the students on the principles and practices of developing organ
izations. The specific areas covered are:
UNIT I
Introduction to Organisation Development:- Concepts, Nature and Scope of O.D. :
Historical Perspective of O.D. - : Underlying Assumptions & Values
Theory and Practice on change and changing - The Nature of Planned Change - The
Nature of Client Systems : Group Dynamics, Intergroup - Dynamics and Organisatio
ns as Systems.
UNIT II
Operational Components of O.D - Diagnostic, Action and Process - Maintenance com
ponents.
UNIT III
O.D.Interventions: - Team Interventions - Inter-group Interventions - Personal,
Interpersonal and group process interventions - Comprehensive interventions -
Structural Interventions.
UNIT IV
Implementation and assessment of O.D - Implementation conditions for failure and
success in O.D. - efforts. - Assessment of O.D. and change in organisational pe
rformance - The impact of O.D.
UNIT V
Some key considerations and Issues in O.D - Issues in consultant - Client relati
onship - Mechanistic & Organic systems and contingency approach - The future of
O.D. - Some Indian experience in O.D
References :
1. Wendell L.French & Cecil H. Bell,Jr.Organization Development, PHI Fourth ed
ition.
2. French, Bell and Zawacki - Organization Development Theory, Practice and
Research Universal Book Stall, Third Edition.
3. Rosabeth Moss Kanter: The change Masters, Simson & Schaster.
References
1. Hand Book of Technology Management, Gerard H Gaynor, McGraw Hill, 1994.
2. Frederic Betz, Strategic Technology Management, McGraw Hill, 1996.
3. David L. Bodde, The International Entrepreneur, Prentice Hall of India,
New Delhi.
Unit V
Culture and human resource management International HRM in context Culture and h
uman resource management Culture and the functional areas of HRM home country ho
st country third country employment and the issues based on culture The effect o
f culture
Comparing cultures Cultural values Cross – cultural management in ‘new’ forms of organ
ization
Diversity and synergy – the future of cross – cultural management Non – managerial app
roaches
Universalism or relativism? Continuous change Strategies to manage work force a
cross culture and the implications
REFERENCES
1. Ray French Cross cultural Management in work organizations Universities
press (India) Private Limited 2008. (Recommended text)
2. Denny, S. (2003) ‘Culture and its influence on management: a critique and
an empirical test’, in M. Tayeb (ed.) International Management: Theories and pract
ices. Harlow: FT/Prentice Hall
3. Dowling, P.J. and Welth, D.E. (2004) International Human Resource Manage
ment. Managing people in a multinational context. London: Thomson
4. Gooderham, P.N. and Nordhaug, O. (2003) International Management: Cross-
boundary challenges. Oxford: Blackwell
5. Guirdham, M. (2005) Communicating Across Cultures at Work, 2nd edition.
Basingstoke: Palgrave Macmillan
6. Holden, N. J. (2002) Cross-Cultural Management: A knowledge management p
erspective. Harlow: FT/Prentice Hall
7. Schneider, S. C. and Barsoux, J.-L. (1997) Managing Across Cultures, 2nd
edition. Harlow: FT/Prentice Hall
8. Warner, M. and Joynt, P. (eds) (2002) Managing Across Cultures: Issues a
nd perspectives, 2nd edition. London: Thomson