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Indira School of Business Studies

Syllabi

Postgraduate Diploma in Management

2011-2013

Office of the Director: Indira School of Business Studies 89/2-A, New Mumbai-Pune Highway Tathawde Pune-411033 Maharashtra

Tel: 020-22932213/14/15, 66759400, 66759404 Fax: 020-22932217 Website: www.indiraisbs.ac.in

Introduction

The name of the courses is Post Graduate Diploma in Management .

Objectives

The basic objectives of the PGDM are:

y y y

To promote a learning environment that welcomes and honors men & women from diverse cultures for involving themselves in intellectual inquisitiveness, explore knowledge dimensions for future application in industry business and life. To develop managers and entrepreneurs in the field of management , who can serve as engines of national and global economic growth and innovation To foster strategic alliance with industry for research and its application. To inculcate the ethical, social and moral values in which is basis of humane social order.

Eligibility

Candidates who possess a bachelor s degree in any stream (3/4 Year) from any statutory university with atleast 50% marks (45% in case of candidates belonging to SC/ST/OBC/VJ/NT of Maharashtra state only)

Admission Process

Candidate has to appear in CEE, which is generally scheduled in the month of May every year. It comprises of Written Test, followed by Essay Writing, Group Discussion & Personal Interview on the same day. Those candidates, who have also appeared in CAT/XAT/MH-CET and scored 80 percentile & above are exempted from appearing in Written Test.

Number of Lectures:

The number of lectures held per subject is 40. Each lecture session is constituted of 1 hr. The details of the session by session coverage of topics are given in the accompanying Roll out sheets.

Marks:

Marks are allotted on the basis of theoretical as well as practical subject knowledge. 60 marks are allotted for final written examination. And 40 marks are allotted on the basis of internal evaluation of the performance of the student in the subject throughout the semester, which comprises case studies, presentation, field works, objective tests & Mid-semester examination etc.

Specialization:

Students of PGDM are provided with three choices for their specialization, viz: Human Resource Management, Marketing and Finance.

PR EFA CE

The Syllabus Book presents the broad objectives, structure, and contents of our two-year Postgraduate Diploma. The syllabus is directional in scope and permits the much desirable flexibility to keep pace with the ever-growing body of knowledge, experiments and explorations in management education with special emphasis towards the human side of enterprise.

The programme (PGDM) is approved by All India Council for technical Education .

Subject : Organizational Behavior (OB) Course : PGDM Semester -I Course Code : 101A Revised on : April 2011
Total Hrs : 30 _______________________________________________________________________ The objectives of this course are: To work with, in, or for organizations, and, very likely at some point, to create own business enterprise and/or a service organization to help the community. To help students understand how people and organizations function, based on the latest social science research on work, workers, and organizations. To help students learn how to effectively manage relationships with coworkers, managers, subordinates clients and customers to begin acquainting students with the ever-growing body of evidence that will be available to them throughout their career regarding effective organizations and management practice.To make students literate, well-informed professional, able to make decisions that reflect best available evidence regarding effective practice. Core text book for Reading:  Stephen P. Robbins, Seema Sanghi, Essentials of Organizational Behavior, 8th edition. (Pearson/Prentice Hall 2005)  Organizational Behavior by Fred Luthans Reference book for Reading Newstrom John W. - Organizational Behaviour: Human Behavour at Work (Tata Mc Graw Hill, 12th Edition) Luthans Fred - Organizational Behaviour (Tata Mc Graw Hill) Mc Shane L. Steven, Glinow Mary Ann Von & Sharma Radha R. - Organizational Behaviour (Tata Mc Graw Hill, 3rd Edition) Ashwathapa: Organizational Behavior Keith and Davis, Organizational Behavior Stevan Mcshane, Organizational Behavior R.S. Dwivedi, Human Relations and Organizational Behavior : Global Perspective Anjali Ghanekar, Organizational Behavior

         

Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers and assignments
Sr. No Unit 1 Intro and Scope Intro & Scope Characteristics Topic

Models of Organizational Behavior Contemporary OB Unit 2 Perception & Attribution Concept and Nature Process, Importance Perception Models Unit 3 Attitude Concept Process and Importance Attitude Measurement Unit 4 Personality Concept and Nature Types and Theories of Personality Shaping Personality Job Satisfaction Unit 5 Learning Organizations Concept and Theories of Learning Learning Process Knowledge worker Unit 6 Innovation and Creativity in Organization Concept and need significance Unit 7 Leadership Concept Functions

Style and Theories of Leadership Unit 8 Motivation Concept and importance Theories of Motivation Process of Motivation Techniques of Motivation Unit 9 Group Dynamics and Team Building Nature and type of Groups Group Development Group Functions Team: Nature Effective Teamwork Unit 10 Conflict Management Concept Sources Types Classification of Conflict: Intra, Individual, Interpersonal, Intergroup and Organizational Resolution of Conflict Meaning and Types of Grievance Process of Grievance Handling Unit 11 Organizational culture and Multi-culturism Understanding culture Types of culture Managing Cultural Diversity

Unit 12

Organizational Change Management Concept and Nature Forces responsible for Change Resistance to change Managing Resistance to Change

Subject: PRINCIPLE AND PRACTICES OF MANAGEMENT Course: PGDM Sem - I Course Code: 101B Revised On: Apr 2011 Total Hrs:30

Objectives:The purpose of this foundation course is to acclimatize students coming from various streams about the basic nuances of management both as a science and as an art. The position taken is that whereas management is a science of decision making it is the art of decision executing. There is a technical element as well as a human element in management. This course sets out the general theme on which students will understand both of these elements at length during the next three semesters. Core Text Books: 1. Stoner, Freeman, Gilbert. Jr. Management (Prenlice Hall of India, 6th Edition)

Reference Books: 1. 2. 3. 4. 5. 6. 7. Principles & Practices of Management :- L. M. Prasad Essential of Management: Koontz & Wehrich Management Concepts & Cases - Andrew Durbin Principles of Management - Richard Daft Personnel Management - C. B. Mamoria Management: Principles & Application Ricky Griffin Principles of Management - Ramachandra Aryasri

Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers and assignments Sr. No Unit 1 Topic Basic concepts of management: Definition Need and Scope, Duration

Different schools of management thought Behavioural, Scientific, Systems, and Contingency Role of Manager in changing scenario Unit 2 Contribution of Management Thinkers: Taylor, Fayol, Elton Mayo, Max Weber, Other Indian Contributers

Unit 3

Planning: Concept, Nature, Importance, Steps, Limitations, Management by objectives

Unit 4

Organizing: concept, nature, importance, principles, centralization, decentralization, Organization structure-line and staff authority, functional, product, matrix, geographical, customer. New forms of organization-virtual. Organization s network-types of network organizations/cluster-selforganization systems. Organizing design for change and innovation-designing principles for new forms of organizations.

Unit 5

Coordination: Division of labour, Interdependence of units , Pooled Interdependence, Sequential interdependence, Reciprocal interdependence

Unit 6

Staffing: Concept, Nature, Importance, Steps. knowledge worker. Overview of HR function: Recruitment and Selection, Performance Management System

Unit 7

Directing: Concept, nature importance.

Course:

Subject : Accounting for Managers PGDM Semester -I Course Code:

102

Revised on: April 2011

Total Hrs: 40 hours

_______________________________________________________________________ Objective:The course provides an insight to the various concepts of Financial and Cost Accounting used in decision making in managerial areas. The subject also introduces the students with the recent developments in the field of Accounting and Costing. Core text book for Reading: 1. Financial Accounting 2. Accounting for Management 3. Accountancy 4. Advanced Accountancy 5. Accountancy for CA-PE-I 6. Cost Accounting 7. Cost Accounting 8. Principles and Practice of Cost Accounting P.C. Tulsian Dr. Jawaharlal S Kr Paul R.L Gupta Radhaswamy P.C. Tulsian Dr. SN Maheshwari Saxena Vashist Ashish Bhattacharya

3.Pedagogy:Class room lectures -Theory and Numerical, Practical Application,Workshop


Sr No Unit 1 1.1 Topic Introduction to Accounting and Accounting Concepts Introduction to Basic Terminology viz, Business, Profit, Reserve, Dividend, Sources of funds, liabilities, Assets, Income, Expenditure, Freight or carriage, Discount and other important terms Meaning and significance of Accounting, Users of Accounting information. 1.2 1 1.5 Unit 2 2.1 Significant Accounting Policies, Concepts and Accounting Standards Accounting Principles and Concepts (3) 1 Duration (4) 1.5

2.2 2.3

Accounting Standards Accounting Policies, GAAP, IFRS

1 1

Unit 3 3.1 3.2 3.3 Unit 4 4.1 4.2 Unit 5 5.1 5.2 5.3. Unit 6 6.1 6.2 Unit 7 7.1 7.2 7.3 Unit 8 8.1. 8.2 Unit 9.

Accounting Mechanics, Process and System Accounting Equation Journal, Subsidiary books, Cash Book, Ledger, Trial Balance Introduction to Company Final Accounts and Vertical Balance Sheet Workshop on how to read a Balance Sheet Analysis of Balance Sheet of manufacturing company Analysis of Balance Sheet of I.T. Company Introduction to Cost Accounting Basic Concepts, Meaning and Significance of Costing Relationship with financial Accounting Elements of Cost Material, Labor and Overhead Accounting of Cost Accounting of cost components Preparation of Cost Sheet Inventory Management Meaning of inventory Accounting of Stock-FIFO, LIFO,WACO, Reorder-Level New Developments in inventory Management-JIT, ABC Analysis Marginal Costing and Decision Making Marginal Costing- Features and importance, Break Even Analysis Applications of marginal costing in decision making Standard Costing and Budgetary Control

(12) 2 5 5 (1) 0.5 0.5 (2) 1 0.5 0.5 (4) 1 3 (3) 1 1 1 (4) 2 2 (7)

9.1 9.2 9.3 9.4 Unit 10

Process of Standard Costing and Variance Analysis Problems on Material and Labor Meaning of Budget, Budgeting and Budgetary Control Problems on Cash Budget and Flexible Budget Introduction to costing in service sector

1 2 1 3 (1)

Subject: - Statistical and Quantitative Techniques Course: PGDM Revised on: April 2011
_

Semester I

Course Code: 103 Total Hrs: 40 hrs

___________________________________ ___________________________________ 1. Objective: This course is intended for understanding of and application of statistics to help and reduce level of uncertainty in the process of decision making. The purpose of this foundation course is to acclimatize students with statistical thinking to enhance understanding of how life works, allows control over some societal issues, and help individuals make informed decisions when they graduate from ISBS. All students are expected to diligently apply necessary theory and methods of carrying out various techniques and analysis and develop the habit of using the library. To give students an appreciation of current developments statistics will be taught on MS Excel.

2.Core and text books for Reading:

1. Srivastava T. N. and Rego Shailaja, Statistics for Management, Tata McGraw-Hill Publishing Co. Ltd. 2. Vohra N. D., Quantitative Techniques in Management, Tata McGraw-Hill Publishing Co. Ltd 3. Tulsian P. C., Pandey Vishal, Quantitative Techniques: Theory & Problems, Pearson Education India 4. Statistical Methods - S.P.Gupta 5. Statistics for Management - Levin and Rubin 6. Bajpai Naval, Business Statistics - Pearson Education 7. Sharma, J K - Quantitative Techniques 8. Anderson, Sweeney, Williams Statistics of business and economics 9. Beri, G C Business statistics

3. Pedagogy:
Class room lecture & Problems Tutorial for practice of problems 20 hours of classroom input given to the students on MS Excel.

Sr. No. Unit 1 1.1 1.2 1.3 Unit 2 2.1 2.2 Unit 3 3.1 3.2 Unit 4 4.1 4.2 Unit 5 5.1 5.2 Unit 6 6.1 Correlation and Regression Linear Programming Assignment Problems all methods

Topic

Duration (10) 3 4 3 (5) 3 2 (5) 3 2 (4) 2 2 (6) 3 3 (4) 2

Transportation Problems all methods Linear Programming Problems Formulation. Graphical solution Data Tables and Graphs Arranging data to convey meaning - Tables, Graphs and Frequency Distribution using MS Excel Measures of Central Tendency Measures of Central Tendency Arithmetic Mean, Median, Mode. Weighted Mean, Geo Mean, Forecasting Techniques - Moving Average using MS Excel Measures of Dispersion Measures of Dispersion Range, Quartile, Mean Deviation, Standard Deviation, Coefficient of Variation using MS Excel

Correlation Karl Pearson coefficient & Rank correlation, Multiple Correlation. Simple and Multiple Regression (Linear) Equation and prediction using MS Excel Probability Probability Concept, Bayes theorem. Probability Distributions - Binomial,

6.2 Unit 7 7.1 Unit 8 8.1 Unit 9 9.1

Poisson and Normal using MS Excel Queuing Theory Single Server (M/M/I, Infinite, FIFO) Games Theory
2x2 zero sum game - Pure Strategy and Mixed Strategy

2 (2) 2 (2) 2 (2) 2

Decision Theory Decision making under risk (EMV criteria) and Decision making under uncertainty

Syllabus Template

Subject: Managerial Economics for Decision Making Course: PGDM Course Code: _104
Total Hrs: 40 Hrs

Semester I Revised on: April 2011

1. Objectives : a. To understand and appreciate the concepts of managerial economics in theory and practice b. To evaluate and apply the environment of business, economics & apply the concepts of economics c. To understand the working and apply the various laws/phenomenon in economics d. To have an elementary knowledge of consumer behaviour and marketing concepts & their interface with economics which help in decision making e. To understand and apply the concept of economics in marketing strategy formulation & implementation such as pricing, costs, production, demand analysis & forecasting

2. Core text book : Managerial Economics Mithani/ Seth/ Ahuja/ Maheshwari/Samuelson & Nordhaus/ Mankiw / Dornbusch & Fischer

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture & Test.

Sr. No Unit 1 1.1

Topic Nature & Scope of Managerial Economics(M.E.)

Duration 02

Managerial Economics (M.E.) & economic theory, nature of managerial 1 decision, branches of economics micro, macro etc, static & dynamic economics, firm & the role of profits, nature of profits, role & functions of profits

Marginal & Incremental Analysis, Average Marginal relationship, fundamental theory of resource allocation 1.2 1

Unit 2 2.1

Demand Analysis & Theory of Consumer Choice Demand Function, Market Demand, Firm Demand, Derived Demand, Demand Function & Demand Curve Relationship, Cardinal & Ordinal Utility theory, Indifference Curve Analysis.

06

2.2

Elasticity of Demand &Supply, Types, Factors affecting elasticity of Demand, Applications, Demand Estimation & Forecasting, Mathematical Derivation

Unit 3

Theory of Production & Cost Analysis

08

3.1

Production Function, Law of Variable returns, Applications, Production function with one & two variable inputs

02

Concepts of costs, nature of costs, & cost analysis, LRAC, SRAC,

Economies & Diseconomies 3.2 Breakeven Analysis Graphic Method, Algebraic Method, Price discrimination, Cost plus pricing, Pricing of multiple products Numerical Problems on BEP & pricing 3.3

02

02

Unit 4

Pricing & Output Determination Part A & B

08

4.1

Perfect & Imperfect Competition- Average Marginal relationship, Long Run & Short run equilibrium- Mathematical & Graphical Analysis. Pricing & Output determination - Perfect Competition Monopoly, Monopolistic Competition, Types, Nature, Oligopoly, Kinky Oligopoly.

02

02 Comparison Perfect Competition/Monopoly/Monopolistic, Government policies towards monopoly & competition, Non Price Competition, Selling Costs, Production Costs, Advertising expenditure 02 Numerical problems Perfect Competition & Monopoly

4.2

4.4

Unit 5

Capital Budgeting & Decision Making

04

5.1

Meaning & importance, Steps in capital budgeting (long term investment analysis) NPV & IRR Method Comparison (NPV & IRR) Cost of Capital, CAPM, Capital budgeting -Decision making under risk Numerical Problems

02

02

5.2

Unit 6

Theories of Profits

02

01 Unit 7 Managerial Theories of Firm

Unit 8 8.1

Macro Economics for Management Key Concepts, Terms & Definitions- GDP,GNP, NNP, Keynesian

06 01

8.2

Determination of National Income Keynes Two Sector Three & Four Sector Model, the concept of multiplier & its types

02

8.3

Consumption & Investment function- Keynes theory of consumption, Average & Marginal propensity to consume, Autonomous & Induced investment

02

Inflation-Nature, Causes & its Types. 02 8.4

Subject: PRODUCTION AND OPERATION MANAGEMENT Course: PGDM Semester I Course Code: 105 Revised on: Apr. 2011
Total Hrs: 36 Hrs

Objectives: To get acquainted with the basic aspects of Production Management. The course attempts to discuss various important planning, organizing and controlling aspects of Operations Management. Through text and case studies, this course prepares for a study of different operational issues in manufacturing and services organizations. Core Text Book: 1. Production & Operations Management Panneerselvam

Reference Books: 1. 2. 3. 4. Manufacturing & Technology Management - L. C. Jhamb Production & Operations Management Chary Production & Operations Management Nair Production & Operations Management K. Ashwathappa and Shridhara Bha

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
Sr. No Topic Duration (Hrs)

Unit 1 1.1

Strategic aspects of Production and Operation Management Global Competitiveness & Globalization Concepts of World Class Manufacturing & its benefits

5 1

1.2

Concept of Toyota production system, Lean manufacturing, JIT and KANBAN

1.3

History and development of Manufacturing Management: Contribution of various pioneers beginning from Division of Labor to Quality Revolution and Environmental significance- Henry Ford, Deming, Crossby, Taguchi

Unit 2

Plant Location & Layout Decisions

2.1 2.2 2.3

Importance - Factors affecting location - Factory Building Installation of facilities. Types of Plant layout: Process layout, Product layout, Cellular Manufacturing, Hybrid layout

1 1 2

Unit 3

Methods of Manufacturing

3.1 3.2

Continuous to Intermittent production. Project (Turnkey) Jobbing, Batch Production, Flow / Continuous Production, Process Production- Characteristics of each method. Introduction to Production Planning & Control

1 2

Unit 4

4.1

Forecasting, Scheduling, Routing, Loading processes, Gantt Charts , Documentation, Production Work Order. Inventory Management: Economic Ordering Quantity (EOQ), ABC Analysis, MPS, MRP, ERP, JIT, Value Engineering (Numerical on EOQ, ABC and MRP are expected). Capacity planning Introduction to PERT / CPM

4.2

4.3 Unit 5

1 4

5.1

Importance in Manufacturing Management, Network Development

5.2

Network Crashing (Numerical expected)

Unit 6

Maintenance Management

6.1

Importance and types of Maintenance

6.2

Maintenance Planning, Spare Parts Management

6.3 Unit 7

Total Productive Maintenance(TPM) Quality Management

1 6

7.1

Cent percent Inspection, Sample Inspection, Operation Characteristics Curves Statistical Quality Control(SQC), Control Charts - X-R Charts, p-chart, npchart, c- chart (Numericals on control chart are expected).

7.2

7.3 Unit 8

TQM Work Study

1 4

8.1

Objectives, Scope and Uses

8.2

Methods Study - Man Machine Charts - Work Measurement - Elements Performance Rating Allowances

8.3

Methods of Remuneration - Time Based and Efficiency Based - Incentive Schemes - Individual

Subject: Basics of Marketing Course: PGDM Course Code: 106


Total Hrs: 36 Hrs Objectives : To introduce the theory and concepts that comprises modern marketing. To evaluate the environment of marketing and develop a feasible marketing plan (process) To understand and apply the STP of marketing (segmentation, targeting, positioning) To have an elementary knowledge of consumer behavior and marketing research Text books for Reading: 1) Principles of Marketing,13th edition, Philip Kotler, Gary Armstrong) 2) Introduction to Marketing (Adrian Palmer) 3) Principles of Marketing (McDaniel, Lamb, Hair)

Semester: I, Revised on: April 2011

i. ii. iii. iv.

Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.
Sr No Unit 1 1.1 Introduction to Marketing Importance of marketing, definition of marketing, scope of marketing, functions of marketing, marketing and its relation to other business functions. Key marketing terms and concepts- need, want, demand, exchange, marketing myopia and marketing orientations, distinction between selling and marketing. Concepts of customer value, CDV, CPV, CLV, creating customer value, satisfaction and delight. 1.3 Marketing Mix, 4Ps, 7Ps, 4Cs. 2 Topic Duration 8 2

1.2

1.4

Unit 2 2.1

Marketing Environment Company s Micro and Macro Environment and the changes happening, Challenges due to environment changes. Analyzing the environment- Porter s 5 forces, PESTLE etc. Dealing with competition. Identification and analysis of competitors. Responding to the Marketing environment

4 2

2.2

Unit 3 3.1 3.2

Marketing Research Definition, Marketing Research Process Marketing Intelligence System, Components of Intelligence System, Data Mining and Warehousing

4 2 2

Unit 4 4.1

Consumer Behavior Introduction and importance, model of consumer behavior, characteristics affecting consumer behavior. Buyer decision behavior- consumer psychology. Buyer decision process. Adoption process, Domestic buyer behavior, industrial buyer behavior,

5 2

4.2

4.3

Unit 5 5.1

Segmentation, Targeting & Positioning Segmentation- Bases and process of segmentation, requirements for effective segmentation, niche marketing, segmenting consumer markets, segmenting business markets. Targeting- Evaluating market segments, selecting target market segments. Positioning- Positioning maps, differentiation and positioning strategy, communicating and delivering the chosen position

6 2

5.2

5.3

Unit 6 6.1

Demand Forecasting Demand forecasting techniques methods based on judgements, methods requiring quantitative data

2 1

Unit 7 7.1

Marketing Planning Process Marketing analysis: Goal setting-Mission, vision, corporate objectives; marketing audit, SWOT analysis. Marketing strategy: marketing objectives and strategies, expected outcomes. Marketing control: Marketing budgets, planning and implementation

7 1

7.2

7.3

Marketing Plan-Nature, process and contents of a marketing plan

7.4

Subject: Legal Aspect of Business Course: PGDM Semester -I Revised on: April 2011
1. Objective:

Course Code: 107 A Total Hours :30 Hrs

_______________________________________________________________________

The course will impart in students the ability to recognize legal and ethical issues when they arise and the analytical tools necessary to evaluate possible conflicts.

2. Core text book for Reading:

1) 2)

N. D. Kapoor, Elements of mercantile Law, Sultan Chand and Company, India, 2006 Business & Company Law By- Pathak(For Caselet)

3. Pedagogy: Class Room Lecture & Case Discussion

Sr. No Unit 1 1.1

Topic The Contract Act, 1872 - Part I Nature and Classification of Contracts Essential Elements of a valid contract Offer and Acceptance Consideration

Duration (4) 2

Quasi-contracts Void Contracts

1.2

Capacities of Parties. Provisions relating to free consent. Provision relating to performance and discharge of contract. Breach of contract-Meaning and remedies.

Unit 2 2.1

The Contract Act, 1872 - Part II Contracts of Indemnity-Meaning, Nature-Right of Indemnity Holder and Indemnifier.

(7) 2

2.2

Contracts of Guarantee Meaning, Nature and Features

2.3

Agency - Creation of Agency Agent and Principal (Relationship/rights), Types of agency ,of Indemnity

Contracts of Guarantee 2.4 1

Unit 3

Sales of Goods Act, 1930

(9)

3.1

Contract for Sale of Goods Meaning Essentials of a contract of sale

3.2

Sale of Goods and Agreement to sell sale and hire purchase agreement Provisions relating to conditions and Warranties.

Provisions relating to transfer of property or ownership 3.3 Right of Unpaid seller Remedial measures. 3.4 Provisions relating to Auction Sale 3.5 Contract for Sale of Goods Meaning Essentials of a contract of sale 3.6 2 1 1 2

Unit 4 4.1

The Negotiable Instrument Act, 1881 Negotiable Instruments Meaning, Characteristics, Difference between Cheques, Bill of Exchange & Promisory Notes.

(6) 2

Parties Holder and holder in due course. 4.2 1

Negotiation and Endorsements Types. 4.3 1

Dishonor of Negotiable Instrument Noting and Protest. 4.4 1

4.5

Dishonour of Cheques Sec (138)

Unit 5 5.1

The Companies Act, 1956 Company Definition, Meaning, Features and Types of Companies.

(5) 1

5.2

Incorporation of Company Memorandum of Association, Articles of Association and Prospectus.

Share Capital Shareholder-Directors Company Meetings 5.3 2

Unit 6 6.1

The Consumer Protection Act, 1986 Introduction & Definitions

(10) 1

6.2

Unfair trade practices, Restrictive Trade Practices.

6.3

Consumer Protection Councils and Consumer Disputes Redressal Agencies.

Consumer Protection Council Consumer Redressal Agencies 6.4 1

6.5

Composition & Jurisdiction of District Forums, State Commissions & National Commissions

6.6

Powers of District Forum, State Commissions & National Commissions & Penalties

Case laws on the above aspects 2 Unit 7 7.1 The Information Technology Act, 2000 Introduction & Relevance In International Business (3) 2

7.2

Brief overview on: - Digital Signature, Electronic Governance, Electronic Records, Certifying Authorities

Unit 8 8.1

Intellectual Property Rights Introduction & Definitions

(4) 1

8.2

Brief overview on Patents, Copyrights & Trademark and its relevance to international business Overview on International Business Laws Introduction to International law

Unit 9 9.1

(6) 2

9.2

International Dispute Settlement mechanism

9.3

International Law on Arbitration (FOR IB)

Unit 10 10.1

Right To Information Act Main Features of the Act

(2) 2

Subject: Economic Environment of Business Course: PGDM Semester I Revised on: June 2011
4. a. b. c.

Course Code: 107 B Total Hrs: 20 Hrs

Objectives : To understand and appreciate the concept of economic environment in theory and practice To have an elementary knowledge of economic environment by analyzing it To understand and appreciate the concept of economic environment formulation and implementation

5.

Core text book for Reading: 1. Economic Environment S. K. Misra/V. K. Puri

6.

Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture & Test.

Sr No Unit 1 1.1 Introduction

Topic

Duration 2 1

Economic Environment of Business

1.2

Non-Economic Environment of Business

Unit 2 2.1 2.2 2.3 2.4 2.5

Inflation & Stagflation Inflation defined/sources of inflation Demand-Pull Inflation Cost-Push Inflation Demand pull and Cost push inflation interrelations Relationship between Unemployment Rate and Inflation Rate and the Phillips curve

7 1 1 1 1

2 Stagflation 2.6 1

Unit 3 3.1 3.2 3.3 3.4 3.5

Monetary and Fiscal Policies Monetary & Fiscal Policy Instruments of Monetary Policy Some problems in Monetary Policy Instruments of Fiscal Policy Some problems in Fiscal Policy

2.5 0.5 0.5 0.5 0.5 0.5

Unit 4 4.1 4.2 4.3

Agriculture & Business Role of Agriculture in Economic Development Trends in Agricultural Production & Productivity Businesses directly dependent on Agriculture : The Agro-Based industries Dependence of New Agricultural Strategy on Business

4.5 0.5 1

1 1 1

4.4 4.5

Indian Agricultural Policy : An Overview

Unit 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7

Commercial Banking in India Nationalisation of Banks Banking Structure in India Expansion of Branches during the Post-Nationalisation Phase Deposit Mobilisation Bank Lending Evaluation of Banking since Nationalisation Banking Sector Reforms

4 0.5 0.5 0.5 0.5 0.5 0.5 1

Subject: IT Skills for Manager Course: PGDM Semester I Revised on: April 2011 Course Code: 108-A Total Hrs: 20 Hrs

1. Objectives : To equip the students with updated skills in IT for effective decision making and management.

2.

Pedagogy: Class Room Lectures, Activities, Demos, Assignments & Test.

Sr No Unit 1 Introduction to IT

Topic

Duration 2

1.1

Importance and Scope of IT

1.2 Unit 2

Managerial perspective through IT MS office

1 7

2.1

MS word

2.2

MS Excel

2.3

MS Power Point

Unit 3

ERP ( Enterprise Resource Planning)

3.1

Introduction

3.2

Application and Importance ERP

3.3

Selection and Customization in ERP

3.4

Demo of ERP

Unit 4

Internet

4.1

Effective usage of Internet

4.2

Search Engines

Unit 5

Business Computing

5.1

Use of IT tools in making and implementing business plans.

5.2

Functional usage of IT in various management streams

Subject: Managerial Skill Development Course: PGDM Semester I Revised on: April 2011
3. y y

Course Code: 108B Total Hrs: 45 Hrs

y y y y 4.

Objectives : To Understand The Importance Of Effective Communication In A Business Setting. To Understand And Utilize The Basic Forms (E-Mail, Memos, Letters, Informal And Formal Reports, And Informal And Formal Presentations) That Are Used In Effective Business Communication. To Reinforce And Further Develop Presentation Skills In Order To Deliver Professional Presentations. To Work Effectively In A Team To Improve Communication Skills And To Prepare And Present Group Projects. To Sensitize Students About Non Verbal & Cross Cultural Aspects Of Communication. To Build Confidence And To Install Competitiveness.

Core text book for Reading: Business Communication - Shirley Taylor. Essentials of Business Communication Bovee & Thill.

5.

Pedagogy: Interactive Class Room Lectures, Activities, Assignments, Work Shop & Test.

Sr No Unit 1 1.1

Topic Communication in Business Introduction, Dimensions, Importance and Need.

Duration 7 2

1.2

Communication Network, Principles.

1.3

Types, Process, Levels, Channel.

1.4

Barriers in Communication.

Unit 2

Developing and delivering effective presentation

2.1

Planning, Writing &Completing Oral Presentation , Using Visual 3 Aids effectively Types of managerial speeches: 2 y y y y Speech Of Introduction Speech Of Thanks Occasional Speech Theme Speech

2.2

Unit 3

Listening 4

3.1 3.2 3.3

Introduction, Types of Listening, Listening Process Barriers to effecting listening Advantages of listening, How to listen to your advantage

2 1 1

Unit 4

Non Verbal Communication

4.1

Types of non verbal communication, Ways of maximizing non 2 verbal skills Para language, Proxemics, Chronemics, Kinesics 2 Cultural Implication of non verbal Communication. 1

4.2 4.3

Unit 5

Written Communication

5.1 5.2 5.3

Writing process, Planning, Organizing, Composing, Revising Types and Formats of written communication

2 3

Direct messages, indirect messages, Reports, Resumes, Minutes 2 of meetings.

Unit 6 6.1 6.2 Meetings.

Group Communication Strategies

3 1 2

Group Discussions.

Unit 7

Intercultural Communication

7.1

Categorizing culture.

7.2

Improving intercultural sensitivity.

7.3

Developing effective intercultural communication skills.

Unit 8

Interviews

8.1

Understanding Interview process.

8.2

Types of Interviews.

8.3

Success in Job interviews.

8.4

Follow Up after interview.

Unit 9

Communications and Technology

9.1

Electronic communication technologies.

9.2

Software for business communication.

Subject: Project on cross-functional Integration Course: PGDM Course Code: 109 Total Hrs: 40Hrs Semester I Revised on: 12/5/2011

Objectives: a. To give students a comprehensive understanding of project and related cross functional integration in the new economic scenario.

b. To show that project objective is for building knowledge of the entire chain of company covering organization structure, financial performance, market capitalization, HR policies, marketing strategies and many more.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments Book reviews & Test.`

Sr No Unit 1 a)

Topic

Duration 6

i) ii)

Executive summary Introduction Company history Understanding and analysis of the Vision/ Mission of the company Organization structure

b)

iii) iv)

v) c) vi) vii) viii) ix) Unit 2 a) i) ii) iii) b) iv) v)

2 Financial performance Interpretation of the last three years of balance sheet Ownership structure 2 Market Capitalization 5 Size in terms of no of employees and turnover Executive profiles HR policies and attrition rate Business Operations and Plant locations all over the world Joint Ventures and Alliances (if any) in those locations 2 2

vi) c) vii) viii)

Business status (market Situation / Relative market Position) PEST analysis Industry overview and analysis (Porter's five forces model and competitor1 analysis ) SWOT analysis STP

ix) x)

Unit 3 a)

i) a.

Marketing strategies Product Strategies (Product Mix, PLC, NPD, Branding etc)

b. Pricing Strategies b) c. Place Strategies (channels and physical distribution) 1 i) ii) CSR activities New Marketing Opportunities 2

d. Promotion Strategies (IMC)

Semester II
Subject : Financial Management Course : PGDM Semester -II
(2011-13 batch)

Course Code : 201

Revised on : April 2011

Total Hrs : 40

_______________________________________________________________________

1.Objective :. This course aims at: y y y y y y y y Familiarizing the students with the financial environment of business, especially the financial markets Imbibing knowledge about the decisions and decision variables involved in building the liability side of balance sheet of the firm Developing the analytical skills by associating the tools and techniques with the situation Developing skills for interpretation business information and application of financial theory in financing related decisions

Core text book for Reading:

1. Financial Management: Khan & Jain,Ravi M Kishore 2.Financial Management: I. M. Panday 3.Financial management-Tulsian S.Chand

3.Pedagogy: Class room lecture, article and Guest speaker and assignment

Sr No Unit 1

Topic

Duration 1hr

Overview of Finance Function

1.1

Finance Function Nature, scope,agency cost concept

1.2 1.3

Goals, Significance. Role of Modern Finance Manager Shareholders Wealth Maximization v/s Profit Maximization

Unit 2

Financial Analysis

5 hrs

2.1

Various tools of financial management: Ratio analysis Cash Flow Analysis

3 hrs

2.2 Unit 3 3.1

2 hrs

Valuation ( overview only not in detail )


Valuation concepts Time value of money , future value , present value , Annuity Concept, Business Applications of Time Value of money concept. Valuation of Financial Assets.

4 hrs 2 hrs

3.2

2 hrs

Unit 4 4.1

Long Term Sources of Finance Different sources of finance Equity share capital , Preference share capital , Debentures, Term loans Lease finance , Hire Purchase & Venture Capital

2 hrs 1 hr

4.2 Unit 5

1 hr

Cost of Capital

4 hrs

5.1

Cost of Capital Meaning & Significance , Methods of calculating cost of capital ( Equity, Preference shares Debentures, Long Term loans ) Weighted Average Cost of Capital

2 hrs

2 hrs

5.2

Unit 6

Capital Structure

4 hrs

6.1

Capital Structure - Meaning & Significance, factors of Optimum capital structure

1 hrs

Various aspects of capital structure. 6.2 3 hrs

Unit 7 7.1

Leverage Analysis
Leverage Analysis Meaning, Types, Effect

2hrs 2hrs

Unit 8

Working Capital Management

3 hrs

8.1

Working Capital Management - Meaning & Significance, factors of Optimum

1 hr

Working capital, Working capital cycle, Estimation controlling & sources of Working capital. 8.2 2 hrs

Capital Budgeting
Unit 9 5 hrs

9.1

Capital Budgeting- Meaning & Significance, Steps in Capital Budgeting, Evaluation of Capital Expenditure Proposal, Cash flows in capital Budgeting

1 hr

9.2

4 hrs

Unit 10

New Concepts in Financial Management(5 hrs)

3 hrs

hrs10.1

Breif Overview Mergers , Takeovers ,Joint Ventures , Strategic Alliances , Economic Value Added. Capitalisation-under/Over capitalization concept

2 hrs 1 hr

10.2

Subject: RESEARCH METHODOLOGYSubject Code: 202 Course : PGDM Semester -II


Total Hrs: 40 Hrs _______________________________________________________________________ 1. Objective: The objective of the course would be to give the students an understanding of research methodology from both user s (management) and doer s (the researchers) perspective. They must be able to perform well in practical aspect to the research execution project.

2. Core text book for Reading: C. R. Kothari

3.Pedagogy: Class room lecture and Project


Sr No Unit 1 Unit 2 Topic Basic Review of Subject Foundations of Research Meaning, Objectives, Motivation, Utility, Research Process, Type of Research, Research Methods and Methodology, Criteria for good research, Characteristics, Defining Variable Unit 3 Domain Project Analysis of company according to format Unit 4 Problem Identification & Formulation Research Question - Steps in Research Problem - Importance - Hypothesis Qualities of a good Hypothesis - Null Hypothesis & Alternative Hypothesis Testing Logic & Importance Unit 5 Research Design Concept and Importance in Research - Features of a good research design Exploratory Research Design - concept, types and uses, Descriptive Research Designs - concept, types and uses - Experimental Design: Causal relationships 3 2 2 Duration 1 3

Concept of Independent & Dependent variables, Qualitative research Quantitative research Unit 6 Report Writing Layout of a Research Report Unit 7 Unit 8 SIP Project: Analysis of Seniors SIP Project Sampling Concepts of Statistical Population, Sample, Sampling Frame, Sampling Error, Sample Size, Non Response. Characteristics of a good sample. Probability Sample Simple Random Sample, Systematic Sample, Stratified Random Sample & Multistage sampling. Non Probability Sample -Judgment, Convenience, Quota & Snowballing methods. Determining size of the sample - Practical considerations in sampling and sample size Unit 9 Unit 10 SPSS: Basic Understanding of SPSS with Statistical formulas Measurement Concept of measurement- what is measured - Problems in measurement in management research - Validity and Reliability. Levels of measurement - Nominal, Ordinal, Interval, Ratio Unit 11 Attitude Scaling Techniques Concept of Scale - Rating Scales viz. Likert Scales, Semantic Differential Scales, Constant Sum Scales, Graphic Rating Scales -Ranking Scales - Paired Comparison & Forced Ranking. Unit 12 Data Analysis Data Preparation, Cross tabulations, Uni variate analysis (frequency tables, bar charts, pie charts, percentages), hypothesis Testing :- ANNOVA, Chi-square test Project Assignment & Team Project Research paper Discussion and analysis of project on SPSS 4 4 2 3 1 2 3 2

Subject: Marketing Management Course: PGDM Sem. II, Course Code: 203 Revised on: April 2011
Total Hrs. 36 Hrs

1. Objectives : a. To understand and appreciate the concepts, philosophies, processes and techniques of marketing management, in theory and practice. b. To develop understanding of how the firm can benefit from creating and delivering value to its customers and related stakeholders. c. To develop skills in applying the analytical perspectives, decision tools, and concepts of marketing in defining markets, segmentation, targeting and positioning and the use of the 4Ps.

2. Core text book for Reading: Marketing Management 13 e- Philip Kotler Marketing Management 2e-Czinkota,Kotabe MarketingManagement- 4e- Ramaswamy and Namakumari

3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.
Sr No Unit 1 1.1 Product & The Product Life Cycle Product- Definition, characteristics, classifications, differentiation, product levels, product mix, product line. Product personality, packaging, labeling, warranties, guarantees. 1.2 Product Life Cycle, PLC marketing strategies. 1.3 2 1 Topic Duration 5 2

Unit 2 2.1

Developing New Market Offerings New product and market development, Ansoff s growth Strategy, Product portfolio analysis- BCG Matrix, GE 9 Cell. New Product Development process- Idea generation, idea screening, concept development and testing, marketing strategy development, product development, test marketing

5 2

2.2

Consumer adoption process-stages, factors. 2.3 Unit 3 3.1 Pricing Strategy Price, pricing process, objectives, factors influencing pricing decision. Pricing from revenue, cost, investment, and PBIT perspective. Setting the price, new product pricing, product mix pricing strategies. Pricing strategy with reference to the PLC. 3.2 Price adjustments, initiating and responding to price changes. 1 1 4 2

3.3 Unit 4 4.1 Channels and Distribution Importance of channels, channel functions and flows, levels of channels. Distribution. Supply chain management. Channel design, channel management, VMS, channel conflict, ecommerce, CPFR, 3PL. Retailing - types, marketing decisions, private labels. Wholesaling-types, trends.

1 3 1

4.2

4.3

Unit 5 5.1

Promotion Marketing communications, concept and role in marketing, different promotion mix. Tri component model, FCB. Advertising: Developing advertising program, media planning and measuring effectiveness. Sales Promotion- objectives, tools, major decisions, promotion vs. advertising Personal Selling- Process, Managing sales force

8 1

5.2

5.3

5.4 5.5

Public relations, Direct Marketing, Events, Interactive and word-of mouth marketing, impact of technology and internet on promotion.

2 2

Unit 6 6.1

Branding Strategy Brand, Brand Equity, Brand Equity Models- BAV, Aaker, Brand Resonance, Kapferer brand identity prism. Building brand equity, brand elements, branding decisions, brand extensions, brand portfolio, co-branding.

4 2

6.2

Unit 7 7.1 7.2

Designing and managing services Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 8 8.1

Global Market Offerings Competing globally- deciding to go global, deciding which markets to enter, evaluating potential markets. Entry strategy- how to enter, global marketing program, marketing organization.

3 1

8.2

Unit 9 9.1

Total Marketing Effort Developing an integrated marketing plan using STP, 4Ps and IMC.

2 2

Subject: Human Resource Management Course: PGDM Semester -II Course Code: 204 Revised On: April 2011

Total Hrs: 32 _______________________________________________________________________ 1. Objective: This course addresses the human resource discipline as a key strategic function in successful organizations. The course recognizes the dynamic relationship between strategy, people, technology, and the processes that drive organizations. Key topic areas include: Staffing, Human Resource Planning, Compensation, Performance Management & Training & Development. The course uses readings, lectures, class discussions, and application activities. The application activities will help students apply the concepts to their workplaces. Course Objectives: 1. To learn the concepts and application of HRM. 2. To learn the tools and techniques of HRM. 3. To illustrate, using application based activities, how these concepts and techniques can be applied in everyday managerial decision-making.

2. Core text book for Reading:

1. Human Resources Management- Aswathappa (6th Edition) Reference Books:

1. 2. 3. 4. 5. 6. 7.

Personnel Management C.B Mamoria & S V Gankar Human Resources Management Mirza S Saiyadain Human Resources Management Garry Dessler (10th Edition) Human Resources Management L.M.Prasad Desouzo & Robbins. Michael Armstrong. Pravin Durai

3. Pedagogy:

1. Class Room Lectures, Case Study, Role Play, Assignment

S. No Unit 1

Topic The Introduction Of Human Resource Management

Duration 3 hrs

1.1

Features of the competitive business environment, Business trends and HR Competencies, responses of firms to the new competitive realities.

1.2

Responsibilities of the human resource manager, competencies of the HR manager, role of line manager. .

Unit 2 2.1

Job Analysis Meaning, Importance, benefits and need for Job analysis, relationships of job requirement with HRM functions. Procedure of JD, Methods of collecting job analysis Information. Job descriptions. Job Specifications. Job analysis in a changing environment.

3 hrs

2.2 2.3 2.4 2.5 Unit 3

Human Resource Planning

3 hrs

3.1

Definition and Importance of HRP, Traditional and contemporary approaches to workforce planning, talent inventory, Workforce forecast (external and internal workforce supply),

3.2

forecasting workforce demand Unit 4 4.1 Employee Recruitment And Selection Recruitment policies, sources of recruitment internal and external recruitment sources, merits and demerits of internal and external recruitment sources, diversity-oriented recruitment. 4 hrs

4.2

Selection Process, Organizational consideration in selection decision, sources of information about job candidates, various employment tests.

Basic Features of Interviews, Types of Interviews, 4.3 Administering the Interview.

Designing and Conducting the Effective Interview. 4.4 How to Conduct and attend an Interview effectively H.R Interview The Structured Situational Interview, 4.5

Unit 5

Training And Development

3 hrs

5.1

Orientation And Induction What do understand by induction? Induction process. Definition of training, TNA, training process, designing the training program, implementing the training program, evaluating the training program, different training methods.

5.2

5.3

Training Evaluation

Unit 6 6.1

Employee Career Management What is career planning? Career planning process, How important is career Planning, Whose responsible for planning ones career?

2 hrs

6.2

Individual career planning Process, Organizational career Planning process.

Succession Planning and its process 6.3 Unit 7 7.1 Employee Compensation & Benefits Need, Objective, Scope, Policy related with Compensation, Job Evaluation, The compensation structure and Compensation survey. 2 hrs

Unit 8 8.1

Benefits and services Employee benefits required by law, Employers methods for containing healthcare costs, employee services for creating work/life setting, benefits administration. Performance Appraisal Concept and purpose of performance appraisal, developing an effective appraisal program, methods of appraising employee performance. Retirement And Separation Exit Interview. VRS: Golden Handshake, Various types of Retirement. 3 hrs Assignment Assignment

Unit 9 9.1

4 hrs

Unit 10 10.1

Unit 11 11.1 11.2

Introduction to IR Definition, Concept, Nature and scope of Industrial Relations. Importance and need of Industrial Relations. 2hrs

Subject: Entrepreneurship and Project Management Course: PGDM Semester II Revised on: April 2011
Total Hrs: 38 Hrs

Course Code: 205

4. Objectives : y Understanding the concepts of entrepreneur , entrepreneurship and their development in all forms and shapes; y y y Discussion of two major components of a new enterprise development namely, The legal issues involved while setting up an enterprise and entrepreneurial financing; Understanding the programs designed and formulated by Central , State governments and other important institution in entrepreneurship development. Creating a learning system through which management students can acquaint themselves with the special challenges of starting new ventures and introducing new product and service ideas. The process of founding a startup. Entrepreneurship: New Venture Creation David H. Holt Entrepreneurship Hisrich Peters

5. Core text book for Reading

6. Pedagogy: Interactive Class Room Lectures, Guest Lecture, Assignments, & Test.

Sr No Unit 1

Topic The Entrepreneurial Development Perspective

Duration 5

1.1

Concepts of Entrepreneurship Development Evolution of the concept of Entrepreneur

1.2

Entrepreneur Vs. Intrapreneur, Entrepreneur Vs. Entrepreneurship, Entrepreneur Vs. Manager

Attributes and Characteristics of a successful Entrepreneur 1.3 Role of Entrepreneur in Indian economy and developing economies with reference to Self-Employment Development 1

Entrepreneurial Culture Case Study on Entrepreneurial Culture 1.4 Unit 2 Legal Environment and Entrepreneurship 2 2

2.1

Basic Government Procedures to be complied with

2.2

Legal Issues (licensing, patents, contracts etc.)

Unit 3

Creating Entrepreneurial Venture 7

3.1

Entry strategies: New product, Franchising, Partial Momentum, Sponsorship and Acquisition

3.2

Business Planning Process

3.3

Environmental Analysis Search and Scanning Identifying problems and opportunities

3.4

Defining Business Idea

Case study on Opportunity identification and Venture creation

Unit 4

Project Management

4.1

Technical, Financial, Marketing, Personnel and Management Feasibility . The Business Plan as an Entrepreneurial Tool

4.2

Business Plan Presentation

4.3

Estimating and Financing funds requirement Schemes offered by various commercial banks and financial institutions like IDBI, ICICI, SIDBI, SFCs ,PE and Venture Capital Funding

Unit 5

Entrepreneurship Development and Government

5.1

Role of Central Government and State Government in promoting 2 Entrepreneurship Introduction to various incentives, subsidies and grants

Role of following agencies in the Entrepreneurship Development District Industries Centers (DIC), Small Industries Service Institute (SISI),

5.2

Entrepreneurship Development, Institute of India (EDII), National 2 Institute of Entrepreneurship & Small Business Development (NIESBUD), National Entrepreneurship Development Board (NEDB)

Unit 6

Entrepreneurial Pitfall

6.1

Peter Drucker s 4 entrepreneurial Pitfall

6.2

Causes , symptoms and consequences of a sick unit.

6.3

Measures for Business Sustainability Sustaining Competitiveness

Maintaining Competitive Advantage

The Changing Role of the Entrepreneur : Mid Career Dilemmas

Harvesting Strategies versus Go for Growth

Case study on failed enterprise and Turn Around enterprise

Unit 7 7.1

Social Entrepreneurship The Socio-Economic Context of Social Entrepreneurship

3 1

7.2

Defining Social Entrepreneurship

7.3

Learning from Real-Life Social Enterprises (Cases)

Unit 8

Rural Entrepreneurship

8.1

Introduction and scope of rural entrepreneurship

8.2

Learning from Real-Life Rural Enterprises (Cases)

Subject: Innovation and Sustainability

Course: PGDM Course Code: 206


Total Hrs: 40Hrs

Semester II Revised on: April 2011

Objectives:

a. The course emphasizes the importance of Innovation for Organization to compete and succeed in this century. It exposes the students to the process of innovation, creation of innovative culture, development of Business Innovations and the new trends in Innovation.

b. To provide the students the knowledge and tools for a Green organization. It provides insights into the Basics of Sustainability, the guidelines for implementing sustainability practices.

2. Core text books for Reading: Dr.R.Lalitha.

Innovation Management by Dr.C.S.G.Krishnamacharyulu and

The Sustainable MBA The Manager s Guide to Green Business by Giselle Weybrecht. Strategy for Sustainability: A Business Manifesto - Adam Werbach

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No

Innovation

Duration

Unit 1

Innovation Management

a)

Innovation, Characteristics, Types, Evolution of Innovative Management.

b)

Factors Influencing Innovation, Traits of Innovative Organisation.

Unit 2

Innovation Projects Management

a)

Innovation and Entrepreneurship.

b)

Research and Development, Approaches for Technology Development. The Innovation Cycle.

Unit 3

Innovation Competencies Promotion.

5 2

a)

Importance of Managing Creative Employees.

b)

Creativity Inducing Managers, Idea Generators.

c) Unit 4

Creative Individuals, Group Creativity, Training for Creativity. Tools for Innovation

2 5

Thinking Processes, Intuition.

Creativity, Stages of Creativity Individual Creativity Techniques, Group Creativity Techniques.

1 2

Unit 5

Managing Innovations Product Innovation, Process Innovation, Innovation Diffusion.

4 2

Laws pertaining to Innovation- IPR, Patents, Trademarks, Copyrights.

Sustainability

Unit 6

Introduction What is Sustainability?


a. b. c. d.

Introduction to the course Introduction to the case method approach Introduction to the topic Five Basics of sustainability 2

Unit 7

Sustainability s Three Responsibilities


a. b. c. d.

Environmental Responsibility Social Responsibility Economic Responsibility Integrating Responsibilities

Unit 8

Creating a Sustainability Footprint and Tool Box


a. b. c. d.

Process mapping and resource productivity Business processes and social responsibility Creating a sustainability footprint Incorporating life cycle inventory in footprint

Unit 9

Engaging Stakeholders in Your Sustainability Program


a. b. c.

Identifying stakeholders Engaging stakeholders to determine their interest Social license to operate

Unit 10

Developing Competency for Practicing Sustainability


a. b.

Developing a sustainability body of knowledge Developing sustainability skills

c.

Recognizing sustainability attributes

Unit 11

Checking and Improving a Sustainability Management System


a. b. c. d.

Measuring and monitoring results lagging indicators Scoring the leading indicators Corrective actions Preventive actions Auditing and management review

Unit 12

Tools for Greening Offices & Buildings. Energy, Water, Paper Conservation. Waste and Recycling.

SUBJECT: SERVICES MANAGEMENT Course: PGDM, Course Code: 207


Total Hrs. 35 Hrs

Revised on: April 2011

1. Objectives : a. To understand the uniqueness of the services characteristics and its marketing implications. b. To understand the important factors in managing the service delivery process and the implementation of services marketing.

2. Suggested Readings: a. Lovelock, Christopher, Wirtz, Jocken and Chatterjee, Jayanta; Services Marketing-People, Technology, Strategy; Pearson Education; New Delhi.

b. Zeithaml, Valarie A. & Bitner, Mary Jo; Services Marketing Integrating Customer Focus Across the Firm; Tata McGraw Hill; New Delhi. c. Rao, K., Rama Mohana; Services marketing; Pearson Education; New Delhi. d. Hoffman & Bateson; Essentials of Service Marketing; Thomson Asia Ptc. Ltd., New Delhi. e. Rampal, M.K. & Gupta, S.L.; Services marketing; Galgotia Publications; New Delhi. f. Shanker Ravi; Services Marketing The Indian Perspective; Excel Books, New Delhi.

3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.

Sr No Unit 1 1.1 1.2 1.3

Topic Introduction to services marketing Nature, characteristics, and classification of services. Role and importance of services marketing. Consumer behaviour in service encounters, Customer interaction, purchase process, needs and expectations of customers. Positioning services in competitive markets, search for competitive advantages, Market segmentation, positioning vis-a-vis competitors.

Duration 8 1 1 2

1.4

Unit 2 2.1

Services Marketing Mix Services marketing mix- 7Ps of services marketing. Service Profit Chain (SPC). Services Product-Identifying and classifying supplementary services, planning and branding service-products, new service development, product service continuum, stand-alone service products, and service products bundled with tangible products.

12 1

2.2

Pricing- Factors in services pricing, effective pricing objectives and foundations for setting prices. 2.3 Distributing services; options for service delivery, place and time decisions, delivery in cyberspace, and role of intermediaries. 2.4 Designing communication mix, branding and communication, personal selling, advertising and sales promotion, role of relationship marketing. People-key role, services marketing triangle, service encounter-moment of truth, training and development, motivation and empowerment. Physical Evidence-nature, importance of physical evidence. Tangibilizing through physical evidence. 2.6 2 2 2

2.5

2.7 Unit 3 3.1 Service processes

1 5 2

3.2 3.3

Service Blueprint. Service as a process and system, different process aspects. Strategies for managing inconsistency, service process redesign. Balancing demand and capacity: fluctuations in demand, capacity constrain, planning the service environment.

1 2

Unit 4 4.1

Managing relationship and building loyalty Customer-firm relationship, analyzing and managing customer base Customer management relationship system in services marketing

10 2

4.2

4.3

Customer feedback and service recovery; customer complaining behaviour, principles and responses to effective service recovery. Service quality and the gap model, measuring and improving service quality; defining, measuring and improving service productivity.

Organizing for service leadership Search for synergy in service management, creating a leading service organization. 4.4 4.5 2 2

Subject: Management Information System (MIS) Course: PGDM Semester I1 Course Code: 208(A) Revised on: April 2011
Total Hrs: 40 Hrs

1. Objectives :

Introduction to management information system-need, purpose and objectives contemporary approaches to MIS information as a strategic resource- use of information for competitive advantages- MIS as an instrument for the organizational Change.

2. Core text book for Reading: MIS by W.S.Jawadekar, MIS by Davis MIS by James A O Brian Reference Book: MIS by Lauden and Lauden

3. Pedagogy: Class Room Lectures, Demos, Case study, Assignments & Test.

Sr No Unit 1 Introduction To MIS

Topic

Duration 3

1.1

Management Information Systems Need, Purpose and Objectives

1.2

Contemporary Approaches to MIS Information as a strategic resource

1.3

Use of information for competitive advantage MIS as an instrument for the organizational change Information Management and Decision Making

Unit 2

2.1

Models of Decision Making Classical, Administrative and Herbert Simon s Models

2.2

Attributes of information and its relevance to Decision Making and Types of information

Unit 3

Planning

3.1

Design and Implementation of MIS- IS Strategic Planning

3.2

MIS Design - Gross Design Concepts, Detail Design Concepts

3.3

MIS Implementation

3.4

Acquiring Information Systems: Contemporary Approaches

Unit 4

Information Technology

4.1

Definition, IT capabilities and their organizational impacttelecommunications and their network- types and topologies of networks

4.2

IT enabled services such as Call Centers, geographical information systems etc.

Unit 5

DBMS

5.1

Data Base Management System

5.2

Data warehousing and data mining.

Unit 6

Decision Support systems

6.1

Group Decision Support Systems Executive Information Systems Executive Support Systems

6.2

Expert Systems and Knowledge Based Expert Systems 1

6.3

Artificial Intelligence.

Unit 7

System Analysis and Design

7.1

Systems Development Life Cycle

7.2

Alternative System Building Approaches:. Prototyping, Rapid Development Tools CASE,. Tools Object Oriented Systems (Only introduction to these tools & techniques).

Unit 8

Application of MIS

8.1

Applications of MIS in functional areas as well as in the service sector should be covered with the help of minimum 5 case studies

Unit 9

Management Issues in MIS

9.1

Information Security and Control

9.2

Quality Assurance -Ethical and Social Dimensions

9.3

Intellectual Property Rights as related to IT Services / IT Products

Unit 10

10.1

The Emerging IT Trends

10.2

Electronic Data Interchange, Object Oriented Approach Networking (Information System Highway), Extended Enterprise Systems ,Managing International Information Systems

Subject: Business Environment & Analysis Course: PGDM Semester II Course Code: 209 B Revised on: June 2011
Total Hrs: 20 Hrs

1. Objectives : a. To understand and appreciate the concept of business environment in theory and practice b. To have an elementary knowledge of business environment by analyzing it c. To understand and appreciate the concept of business environment & analysis formulation and implementation

2. Core text book for Reading: 1. Essentials of Business Environment K. Aswathappa

3. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture & Test.

Sr No Unit 1 1.1 1.2 1.3 1.4 1.5 1.6 Unit 2 2.1 2.2 2.3 2.4 2.5 Introduction Nature of Business Scope of Business

Topic

Duration 3.5 0.5 0.5 1 0.5 0.5 0.5 2.5 0.5 0.5 0.5 0.5 0.5

Characteristics of Contemporary Business Business Objectives Critics of Business What is Environment? From Domestic Market to Global Markets Historical Perspective Investment Flows Attracting Foreign Capital Implications for Indian Industry Destination India

Unit 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7

From FERA to FEMA Objectives of the Act Provisions of the Act Some Reflections on the Act Do we need FERA? Amendments of the Act From FERA to FEMA FEMA, 1999

4 0.5 0.5 0.5 0.5 0.5 0.5 1

Unit 4 4.1 4.2 4.3

Exit Policy Arguments for Exit Policy Arguments against Exit Policy National Renewal Fund

3 1 1 1

Unit 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8

Business Ethics Nature of Ethics Sources of Ethics Why is Ethics important? Are Businessmen Ethical? Ethical Dilemmas Managing Ethics Corporate Culture and Ethical Climate Improving Ethical Decision Making

7 0.5 1 1 0.5 1 1 1 1

SEMESTER III MARKETING SPECLISATION

Subject: Management Control System

Course: PGDM Course Code: 301A


Total Hrs: 40Hrs

Semester III Revised on: April 2011

Objectives: The course seeks to develop skills related to Performance Measurement and Management Control by taking a highly practical approach. Accordingly, it aims to provide students not only with a mastery of techniques and tools but also with the understanding the essentials to their application in resolving concrete situations in the fields of Performance and Control.

2. Core text book for Reading: 1. Management Control system by Robert .N Anthony & Govindrajan 11th & 12th edition.

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.`

Sr No Unit 1

Topic 1.Introduction to management planning & Control system.

Duration 6

a)

Traditional Versus contemporary management practices in organization

b)

Management control environment & effective organizational structure for control.

c) Centralization versus decentralization Divisional Autonomy.

Unit 2

2.Integration of corporate level strategy to unit level:

a)

Goal Congruence for Financial, operational & people control. Internal control system- Balancing the four levers of control, systems, six sources of tensions in control systems, opportunities infrastructure.

b) c)

Role of financial controller :Financial auditor to financial manager to influence Case Study: Xerox Corporation

2 1 1

d)

Unit 3 a)

Responsibility centers concept:

4 2

Revenue & expense centers b) Discretionary expenses versus engineered expenses c) Means to measure & control assets of responsibility center. Unit 4 Profit center & Investment center : 5 1 1

a) b) c) d)

Business unit as a profit center: Its merit & demerit. Measuring profitability of profit center. Allocation of charges & accounting of profit in profit center. Case Study

1 2 1 1

Unit 5 a) b)

Objective & Principles of transfer pricing within business units. Methods of transfer pricing.. Administration & issues related to transfer price in domestic & international business. Budgeting approach & budget control .Problems & limitation of budgeting Case study: Birch paper Company.

7 1 2

c)

d) Unit 6 a) Measuring & Controlling Assets employed. Evaluating economic performance of a business unit. External audit, internal controls, internal audit, role of financial b) controllers, multiple roles . EVA versus ROI approach Implementation of EVA in BU. Additional consideration for evaluating managers. Unit 7 a) Analyzing Financial performance reports for control Relevant cost consideration & approach for managerial decision making. Activity based costing, calculating variances & variation in practice.

1 4 2

3 3

Unit 8

Performance management of a strategic business unit using Balance Score Card approach. Designing & Measuring Financial & non financial factors influencing the growth & performance of a strategic business unit

a)

Performance based Management compensation. b) . 1

Unit 9 a)

Management planning & control system in service centric organization. Building & Measuring managerial performance through shareholder value creation & customer satisfaction Measuring cost in long term perspective. Risk & reward policy.

2 1

b)

Subject: e Marketing Management Course: PGDM Mkt. Sem. III Course Code -301 B M. Revised: April 2011

Total Hrs: 30 Hrs.

1. Objectives : a. To understand and appreciate the concept of e marketing in theory and practice. b. To understand the implications of the internet for marketing. c. To understand some of the key new tactics and capabilities provided by the internet. d. To understand and appreciate the concept of e marketing strategy formulation and implementation

2. Core text book for Reading: i. Online Marketing - Richard Gay, Alan Charlesworth, Rita Esen

ii. Internet Marketing & e-Commerce by Ward Hanson and Kirthi Kalyanam iii. e-Marketing 4e Judy Strauss, Adel ElAnsary, Raymond Frost

3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.
Sr. No Unit 1 1.1 Introduction to e Marketing Basic understanding of e marketing, e marketing definition, key e marketing terms and concepts. Online marketing environment in the modern economy, internet as a global resource, digital convergence, digital benefits for marketing, ten Cs for the internet marketing, patterns of internet usage, smart networks. Topic Duration 3 1

1.2

Unit 2 2.1

Strategy & Planning for Internet Marketing Electronic Strategy, e-business models & categories in the modern economy- web business models, strategic options for the retailers, partnerships and strategic alliances, online branding. The e-marketing plan, creating e-marketing plan

4 2

2.2 Unit 3 3.1 The Web Site The value of customer contact, website visit dynamics, usability, credibility, persuasion. Analysis of website, traffic building, web traffic plan. 3.2 Personalization and its approaches. 3.3 Commercial web presence, web site development, web site design, web

2 4 1

1 1

3.4 Unit 4 4.1 4.2

site content, design tips for increasing web sales. Marketing Concepts and e Marketing Online Marketing Research, stages in online marketing research. Online consumer behavior, internet population expectations, internet exchange process, technological, social, cultural, legal etc contexts. Segmentation, how e marketers can use market segmentation to reach online customers, internet specific differentiation strategies.

1 4 1 2

4.3 Unit 5 5.1 Online Product Product- Creating customer value online, using attributes, branding, support services, labeling to online products. Customizing the product offering, e marketing enhanced product development. Pricing in the online world Price- Pricing strategies for selling in the online world. Distribution Place- Effect of internet on distribution channel length, models used by online channel players. Online Promotion Promotion- IMC and the internet. Internet advertising, mobile advertising. 8.2 Search marketing, search engine optimization, history of search engine, revenue models for search engine positioning, pay per click search engine advertising. Marketing Public Relations- website, blog, community, online events. 8.3 Sales promotion offers, contests, games, coupons. Direct marketing- email, permission marketing, viral marketing, messaging.

1 2 1

5.2 Unit 6 6.1 Unit 7 7.1

1 1 1 1 1

Unit 8 8.1

8 2

Social and business networking. Measuring internet marketing effectiveness-metrics and website analytics. 8.4 Unit 9 9.1 Ethical and Legal issues Piracy, privacy, self regulation, patents, trademarks, copyrights, licences. Electronic contract formation & validation, electronic authentication & electronic information security, E-Payment System 2 3 1

9.2

Subject: STRATEGIC MANAGEMENT & BUSINESS POLICY Course: PGDM Semester III Course Code: M302 Revised on: April 2011
Total Hrs: 30 Hrs

The course requires students to integrate knowledge from prior coursework in functional business areas to analyze current business strategies and performance and to develop and plan implementable future strategies and policies. This course pulls together knowledge of the various functions of business (e.g., accounting, finance, marketing, operations management, etc.) in a manner consistent with a general management. This course will make extensive use of the case study method using actual business situations.

4. Objectives :

a. To provide students with an integrative, general management view of the organization involving the analysis of organizational goals, resources, structure, etc., and the relationship of these attributes to the organization's industry and general environments.

b. To provide students with knowledge of strategic management concepts, tools, and techniques and to apply these to analysis and strategy formulation using actual business cases. c. To provide students with the experience of working as a member of a team to identify business opportunities, solve business problems, and craft implementable strategic plans. d. To develop critical thinking and analytical skills in the development of business solutions to problems and opportunities under conditions of considerable ambiguity (i.e., the "real world").

5. Core text book for Reading: Kazmi

Strategic Management & Business Policy , 3 rd edition by Azhar

Reference Books:

a. b. c. d.

Strategic Management by Fred R David, 10th edition Strategic Management by Hill & Jones , 6th edition Strategic Management by P Subbarao Strategic management by Lomash & Mishra

6. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture,


In addition to covering the above topics through lectures, the students will be given the following inputs:

Case studies (Close to 10 case studies will be discussed in the class)

The students will have to analyze the annual reports of a company in groups and submit a Business Plan for next 5 years

Sr No Unit 1 1.1

Topic Overview of Strategic Management & Business Policy Elements in strategic management process, model of strategic management process.

Duration 4 1

1.2

Strategic intent, vision, mission, goals and objectives.

Case study

Unit 2 2.1

Strategy Formulation Environmental Appraisal , internal and external environment , SWOT Analysis , Use of models like BCG, Mckinsey, Porter s Model Organizational appraisal, competencies, competitive advantage, marketing capability, financial capability.

4 1

2.2 Case study 1

2 Unit 3 3.1 Corporate level Strategies Concentration strategies, integration strategies ,diversification strategies 3.2 Internationalization strategies , Porter s model of competitive advantage of nations 3.3 Cooperative strategies, mergers and acquisitions strategies, 1 1 7 1

Case study

Unit 4 4.1 4.2 4.3

Business level strategies Cost leadership business strategy, Differentiation business strategy , Focus business strategy

6 1 1 1

Case Study

Unit 5 5.1

Strategic Implementation Structural implantations , types of organizational structures

6 1

5.2

Behavioral implementation ,corporate governance & business ethics , social responsibility

5.3

Functional and operational implementation , functional strategies ,financial plans and policies, marketing plans and policies ,operational plans and policies personnel plans and policies

Case study 2 Unit 6 6.1 6.2 Strategic Evaluation and Control Operational control Techniques for strategic control Case study 3 1 1 1

Subject : Sales Management Code: -304 M

Sem III.

Revised in: April 2011

Total Hrs : 40 _______________________________________________________________________ 1.Objective : The course will provide a complete understanding of the sales and distribution management functions. At the end of the course the students will be able to conceptualize the sales and distribution strategy that needs to be adopted for any product category. It will also help them understand the nuances of sales force planning and management. The course will also cover the basics of international sales and distribution considering the fact that Indian companies are now going global. 2.Core text book for reading: Sales and Distribution Management by Krishna Havaldar and Vasant Cavale 3.Pedagogy: 1) Class room lectures 2) Case studies 3) Movie with learning on Sales Management 4) Internal projects Roll-out sheet for Sales and Distribution Management Topic 1) Introduction to Sales - Definition of sales - Need for intermediaries - Types of sales channels - Dynamics of sales channels - Sales Process 2) Sales organization and sales force management Types of sales organization Selection of sales force Controlling ,motivating and leading sales force Sales territory management and assigning targets 3) Distribution Management Types of distribution channels Channel partners (selection and performance evaluation) Channel design Managing various channels

Sessions 2

4) 5) 6) 7) 8) -

Distribution models Linking sales and distribution management Managing alternate/non-traditional distribution channels Challenges of alternate distribution channels Distributor ROI calculation Sales promotion policies - Consumer promotions Trade schemes and incentives Ethics in salesmanship Sales planning, forecasting and budgeting Role of marketing and sales Link between marketing and sales Basic terms in sales forecasting Factors influencing sales forecast Sales forecasting methods Sales budget and quotas Channel conflict Meaning of channel conflict Reasons of channel conflict Conflict resolution Selling to organised retail channel Emergence and concept of organized retail and key accounts Importance, advantages and disadvantages of key accounts management Channel Information system (CIS) What is CIS and definition Need for CIS Elements of CIS Advantages of maintaining CIS 1 1 1 3 1

9) Customer Profiling Matrix 10) Cross selling and Up-selling - Concept and Strategies 11) Value Added Selling- Concept 12) International Sales and Dist Mgt Opportunities for International trade Opening up of new markets

Choosing the right market Entry strategies for international markets Types of distribution channels Pricing and payment terms Profile of international sales person Challenges in International Trade Market Intelligence and research Impact of illegal cross border trade and parallel imports

Total Internal projects Case studies and Caselets on various topics Movie

21 8 7 4

Grand Total

40

Subject: Supply Chain Management


Course: PGDM Course Code: 308
Total Hrs: 40 Hrs

Semester III Revised on: April 2011

Objectives: a. To give students a comprehensive understanding of supply chain management and related logistics Management in the new economic scenario. b. To show that SCM s objective is for building efficient and cost effective system across the entire chain covering raw materials Suppliers, Distributors, Manufacturers, Ware House Management and to the Retailer.

2. Core text book for Reading: Logistics Management: The Supply Chain Imperative by Vinod. V. Sople.

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.`

Sr No

Topic

Duration ( Hrs)

Unit 1

Supply Chain Management

SCM an enabler for business, Benefits of SCM, Components of SCM.

Unit 2

Logistics

a)

Definition, objectives, scope & functions of logistics.

b)

Paradigm shift in logistics, logistics concept, logistics solution, future of logistics.

c) Unit 3

Customer service for competitiveness, customer service phases, service attributes, value added logistics services. Case Study discussion. Warehousing

2 5

a)

Warehousing -a logistics challenge, Warehousing functions, options. Site selection, layout design, decision model, costing, strategies, virtual warehouse, and warehouse charter.

b) Performance parameters, warehousing in India, Cold chain infrastructure. c) 2

1 Unit 4 Material Storage and Handling Systems 4

a)

Unit load storage, storage principles, benefits of storage design, storage methods.

b) Role of material handling logistics, Material handling guidelines. c) Material handling equipment and systems Unit 5 Inventory Management

a)

Inventory-asset or liability, inventory functions, reasons for carrying inventories. Inventory related cost, inventory controls, and inventory policy guidelines. Classifications of Inventory.

b)

3 Unit 6 Transportation 4

a)

Evolution of transportation system, transportation infrastructure, freight management. Transportation networks, Route planning, Containerization. Numerical expected.

b)

Unit 7

Logistical Packaging

a)

Packaging, packaging as unitization, design considerations. .

b) Unit 8

Packaging material, Packaging cost. Concept of Supply Chain Management and its strategic significance.

1 3

a)

Introduction, role in the organization - Intra and Inter organizational supply chain. 3 PL / 4 PL concepts. Supply Chain Models. Supply-Chain Operations Reference (SCOR) Supply Chain Integration

b) Unit 9

1 4

a)

Introduction, push, pull & push-pull systems, demand driven strategies, distribution strategies. Vendor Managed Inventory. (VMI), Collaborative Planning, Forecasting and Replenishment (CPFR), Bull Whip Effect. Retailer -supplier partnership, distributor integration

b)

c) Unit 10 Information technology in supply chain

1 2

Introduction, Information flow, Typical IT solutions. Characteristics of Logistics Information system. ERP for SCM.

Unit 11

Managing the Global pipeline

The trend towards globalization in the supply chain, the challenge of global logistics, organizing for global logistics.

Subject: Integrated Marketing Communications Course: PGDM Semester III Course Code: 306 Revised on: April 19, 2011
Total Hrs: 40 Hrs

7. Objectives : a. To provide an appreciation of the range of tools available for marketing communications. b. To provide an understanding of the basic principles of planning and execution in Marketing Communications c. To develop a managerial perspective and an informed decision-marking ability for effective and efficient tackling of promotional situations.

Core text book for Reading: Advertisement & Promotion-IMC perspective: - Belch & Belch IMC by Smith & Taylor

8. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No Unit 1 1.1 1.2 1.3 IMC Concept

Topic

Duration 3 1

Introduction & Familiarization, Definition of Promotion & Promotion Mix, Tools of Promotion Mix

2 Unit 2 2.1 2.2 2.3 2.4 Participants of IMC Factors contributing to importance of IMC Participants in IMC management, IMC Planning Process Structure of Promotion Industry, 2 4 1 1

Unit 3

IMC Marketing Environment & Understanding the Consumer Behavior Understanding of Marketing Environment Segmentation, Targeting and Positioning Understanding the consumer buying behavior

3.1 3.2 3.3

1 2 2

Unit 4

IMC- communication Process

4.1 4.2 4.3

Understanding IMC communication Process Understanding the Massage, Objective and budgeting for IMC Response hierarchy models

1 1 2

Unit 5

IMC Strategies

5.1 5.2

Creative Strategy Media Strategy

2 2

Unit 6

IMC Tool

6.1 6.2 6.3 6.4 6.5 6.6 6.7 Unit 7

Advertising Sales Promotion Public Relations & Corporate Advertising Internet Advertising & E-commerce Direct Marketing Sponsorship & Point-of-purchase Personal Selling & Sales Management IMC International Perspective

2 1 1 2 1 1 1 2

Unit 8 8.1

Legal, Social & Ethical Aspects of IMC

Unit 9 9.1

Case Studies and Guest Session & Assignment

Syllabus Template

Subject: Retailing Management Course: PGDM Semester II Course Code: _307M Revised on: April10
Total Hrs: 45 Hrs

1. Objectives : a. To understand and appreciate the concept of retail marketing in theory and practice b. To evaluate the environment of retail marketing and develop an understanding finer aspects of retailing (process) c. To understand and apply the concepts of STP of marketing (segmentation, targeting, positioning) in retailing d. To have an elementary knowledge of consumer behaviour and marketing research & its application in research e. To understand and appreciate the concept of marketing strategy formulation and implementation in the field in retailing

2. Core text book for Reading: Retailing Management Suja Nair / G.Vedamani

3. Reference Book - : Retailing Management Levy, Weitz & Pandit; Retailing Operations & Strategic Management Berman & Evans

4. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews, Documentaries on retail, Research reports & Test.

Sr. No Unit 1 1.1 1.2 1.3

Topic Introduction & Orientation - World of Retailing Management Basic understanding of retailing definition, key terms and concepts, organised & unorganized retail, Evolution of organised retail. Retailing Environment & Trends - Global Retailing Environment & Trends - Indian

Duration 5 1 1

Unit 2 2.1 2.2

Documentary Wal-Mart Types of Retailers/Retail Formats/Online Retailers/Rural Retail -Part 1 Retail Formats; Non Store retailing; Rural retailing, linking retail formats to retail strategy American & European context Laws governing organised retail Indian & Global

2 3 2 1

Unit 3 3.1 3.2 Unit 4 4.1

Retail Store Management -: Store Location, Store Layout, Store Design , Site Selection, Catchment Area, Store Administration Visual Merchandising Changing Consumer Dynamics & Retail Segmentation Segmentation- Bases & Process of Segmentation, Targeting. Competitive frame of reference, Consumer Demographics, Psychographics, Economic, Lifestyle, Culture Building Sustainable Competitive Advantage in Retailing Special report NCAER classification of Indian consumer market Case study Segmentation, Targeting, Positioning Future Group Retail Strategy (I) Merchandising Strategy -Planning, Systems, Sourcing Decisions, Vendor Relations, Assortment Vs Depth, Category Management, GMROI, Gross Margin Path(High Inventory Turnover) Vs Net Profitability ( Low Inventory turnover with high profit margin) Case Study Wal-Mart Case study Retail Strategy (II) Strategic Advantage through CRM, Service Quality, Retail Information Systems Management Managing Supply Chain Management & Logistics - Agribusiness Case study McDonalds Case Study Warehousing - Selection, Material Handling, Transportation, WholesalingTypes, Trends.VMS & HMS

3 2 1

7
2

4.2 4.3 4.4 Unit 5 5.1

2 1 2 6 3

5.2 Unit 6 6.1

3 6 2 2

6.2

6.3

Unit 7 7.1 7.2

Designing Competitive Pricing Strategies in Retailing Price, adapting the price, initiating and responding to price changes Articles Pricing strategies toolkit Harvard Business Review

03 01 02

Unit 8

Retail Communication Mix (Part A) Integrated Marketing Communication Strategy

04

8.1 8.2 8.3 8.4 8.5

Significance of IMC, Marketing communications mix/modes, developing effective communications Developing advertising programmed, deciding on media and measuring effectiveness. Sales Promotion- objectives, major decisions. Promotion vs. advertising Personal Selling- sales force management. Public relations, Direct Marketing, Events, Interactive and word-of mouth marketing

1 1 1 1 1

Unit 9

Retail Communication Mix (Part B) Developing the Marketing Mix & Branding Strategies in Retail

04

9.1

Brand ,Branding Decisions, Brand extensions, Brand portfolio, Co-branding, Web based branding, Services Brand Differentiation, Pure services retailing strategies, Services marketing mix

9.2

Unit 10

Human Resource Management Retailing Sector

03
02

10.1

Training & Development, Career Planning, Job Design, Careers in Retailing. Special Session & Film Cooperative Retailing The Cooperative & Amul Video & E Choupal (ITC)

10.2

01

Subject: International Business


Course: PGDM Semester IV Course Code: 401 M
Total Hrs: 40 Hrs

Revised on: April, 30, 2011

7. Objectives : a. To understand and appreciate the concept of International Marketing in theory and practice. b. To evaluate the environment of International Marketing and develop a feasible marketing plan (process). c. To understand and apply the STP of International Marketing (segmentation, targeting, positioning).

d. To have an elementary knowledge of consumer behaviour and International Marketing research. e. To understand and appreciate the concept of International Marketing strategy formulation and implementation.

Core text book for Reading: (1) International Business -- Third Edition -- K Aswathappa (The McGraw-Hill Publication). (2) International Business, Environments & Operations -- 11th Edition : Daniels, Radebaugh , Sullivan (Pearson Education) (3) Text Books & Required Reading : International Business by Charles W.H. Hill; Regular reading of the Economist Magazine, Economic Times, Financial Express.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No Unit 1 1.1

Topic Introduction and Orientation Basic understanding of International Marketing, definition, key international marketing terms and concepts, marketing orientations, distinction between domestic and international marketing. Concepts of customer value, creating customer value, satisfaction and delight.

Duration 5 1

1.2

1.3

Nature of International Business. Ripple effects of globalization management/jobs/wages/child labour/women/developing countries and 1 Marketing Plan. Case study: Growth strategy of an automobile company 2

Unit 2 2.1 2.2

Multinational Corporations The MNC Life Cycle theory and its unique significance in International Trade and the arguments for & against MNC s. The rise of Indian MNC s. Case study:

4 1 1

2 6 1 1 2

Unit 3 3.1 3.2 3.3

Developing the Marketing Mix Global Trade and its theories. Product characteristics and classifications, product differentiation Product hierarchy, product systems, product mixes, PLC, NPD, Product Life Cycle marketing strategies Case study: Kellogg's-Nutri Grain-Extending the Product Life Cycle

Unit 4 4.1

Foreign Direct Investment Introduction to International Financial Management Balance of Trade and Balance of Payment, Intl. Monetary Fund, Asian Development Bank and World Bank, Financial Markets and Instruments Introduction to Export and Import Finance Methods of payment in Intl. Trade EXIM policy. Case study:

7 1

4.2

2 2

2 Unit 5 5.1 5.2 International Environment Political, economic, legal, cultural and technological environment (The PESTEL framework) Adapting, managing and negotiating across cultures. 2 1 1

Unit 6 6.1 6.2

Designing and managing services Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 7 7.1

International Organizational Structure Distribution strategy, Importance of channels, channel functions and flows, levels of channels, Channel design, channel management, channel conflict, e-commerce

5 1

7.2 World Trade Organization origin, history, various agreements and its implications on India. 7.3 Case Study:

Unit 8 8.1

Integrated International Marketing Communication Strategy Significance of Marketing communications mix/modes, developing effective communications Developing advertising programmes, deciding on media and measuring effectiveness. Future of International Business.

7 2

8.2

8.3 Global Manufacturing Materials Management 8.5

2 2

Unit 9 9.1

Social & Ethical Issues Social Responsibility and Ethical issues in International Business

2 2

Subject: Consumer Behaviour Course: PGDM Semester IV Course Code: 2011-PGDMM-402


Total Hrs: 40 Hrs

Revised on: April 2011

1. Objectives : a. To understand and the various factors affecting consumer behavior. b. To understand the importance and relevance of consumer behavior for effective marketing strategy and a successful marketing organization

2. Core text book for Reading: Consumer Behavior: Schiff man and Kanuk Consumer Behavior: Blackwell, Miniard and Engel Consumer Behaviour: Soloman

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments & Test.
Sr. No Unit 1 Topic Introduction and Overview Duration 4

1.1

Introduction, definition, what is Consumer Behaviour, why study consumer behaviour, how to study consumer behaviour, the underlying principles of CB. Market analysis to market strategy, customer loyalty and retention

1.2

strategy, customer relationship management.

Unit 2

Consumer Decision Making Process

2.1 2.2

Consumer Decision Process- Model, stages, types. Buying roles and variables that shape CDP. Determinants of buyer behaviour and framework of buyer behaviour. Information Gathering & Evaluation: Perceptual Mapping & Positioning

2 2

2.3 Consumer Expectations & Perceptions: Satisfaction & Value

Unit 3 3.1 Unit 4 4.1 4.2 Unit 5 5.1

Pre-purchase process Need recognition, search and evaluation Purchase Process Fully planned, partially planned and unplanned purchase Purchase process, components of purchase decision Post Purchase Process Post purchase behaviour, components. Consumption behaviour and experience. Post consumption evaluation, customer satisfaction, action and disposal. Consumer delight. Cognitive Dissonance. Individual (internal) determinants of CB Demographics, psychographics, and personality Perception, consumer motivation and knowledge Beliefs, feelings, expectations, attitude. Learning and memory

2 2 4 2 2 4 2

5.2 Unit 6 6.1 6.2 6.3

2 6 2 2 2

Unit 7 7.1 7.2

Environment (external) determinants Culture and sub-culture, values and norms Social class, social stratification, family and household influences, reference group, opinion leaders and social influences and personal influences. Influencing consumer behaviour-communications Making customer contact-exposure, attention. Shaping consumer opinion-opinion formation and change. Helping consumers to remember-cognitive learning and retrieval. Diffusion of innovation Origin, concept, importance and applications.

6 2 4

Unit 8 8.1 8.2 8.3 Unit 9 9.1

6 2 2 2 2 2

Subject: Rural Marketing Course: PGDM Semester IV Course Code:403M Revised on: Apr 2011
Total Hrs: 30 Hrs

Objectives : At the end of the course it is expected that the students will be:

1. able to understand the present level of penetration of products and services in rural markets and their potential. 2. familiar with the changing profile of the rural consumer and his consumption pattern 3. exposed to the innovative marketing strategies and campaigns developed by Indian firms as well as MNCs for the Rural Markets. 4. comfortable in designing product, price, distribution and promotional strategies for different classes of product targeted at Rural Consumers. 5. familiar with media vehicles used for rural advertising

Core text books for reading:

1. Rural Marketing Text and Cases : CSG Krishnamacharyulu & Lalitha Ramakrishnan 2. Rural Marketing - Geoff Lancaster 3. Agri-Business Marketing - Dr. S.W.Bhave

Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture, audio-visual clips
Syllabus portion/topic Session#

Rural Marketing : Introduction; Scope; Nature , Significance Rural Vs Urban Marketing ; Attractiveness of Rural Markets Rural Market Environment and The Structure of Indian Market: Indian Economy and the rural Context ;Rural urban disparities; Rural Consumer Behaviour ,Changing Profile of the Rural Consumer STP Marketing in Rural Context Product Strategies for rural Markets Pricing strategies for the rural market Promotion strategy for the rural markets Need for specialized rural marketing agencies Distribution Strategies for the rural markets Agricultural Inputs Marketing and Marketing of Agricultural Produce Case Study, audio-video clips and field visit 12

2 2

1 2 1 1 1 1 2

Syllabus

Subject : Business to Business Marketing

Course: PGDM Semester IV Course Code: 404 M


Total Hrs: 40 Hrs

Revised on:

April 2011

9. Objectives : a. To understand and appreciate the concept of B2B marketing in theory and practice b. To evaluate the environment of B2B marketing and develop a feasible marketing plan (process) c. To understand and apply the STP B2B of marketing (segmentation, targeting, positioning) d. To have an elementary knowledge of consumer behaviour and marketing research e. To understand and appreciate the concept of B2B marketing strategy formulation and implementation.

Core text book for Reading: CoreText Book:


1. Industrial marketing By Milind T. Phadtare References Books: 1 2 3 4 5 6 7 Business Marketing Management: B 2 B - By Michael D Hutt & Thomas W. Speh Industrial Marketing-ICFAI Industrial Marketing : Text & Cases- ICFAI Industrial Marketing by Milind T. Daphtardar Industrial Markering by Hill, Alexander & Cross Industrial Marketing: Analysis, Planning & Control by Reeder, Briety Reeder Industrial Marketing by Krishna K. Havaldar

10. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
SN Unit 1 1.1 Topic Introduction and Orientation Basic understanding of B2B marketing, environment and nature of business marketing, distinction between B to C and B To B marketing. Industrial products, types of customers in business marketing, unique characteristics of commercial enterprises, government sector, the institutional market. Duration 4 2

1.2

Unit 2 2.1 2.2 2.3 2.4

Organizational buying behavior Difference between consumer & organizational buying Organizational buying process cycle Purchase participants & Purchase situations In suppliers & Out Supplier. Attributes considered for Purchase Decision Making

4 1 1 1 1

Unit 3 3.1 3.2 3.3

Marketing Opportunities in B2B Importance of Marketing Intelligence Difference between consumer & Industrial marketing research Marketing Research Process

3 1 1 1

Unit 4 4.1

Marketing Strategy in B2B (Market segmentation & Positioning ) Need for business market segmentation, basis of segmenting business markets Effective segmentation & target marketing

3 1

4.2 Target market strategy & positing 4.3

1 1

Unit 5 5.1

Managing B2B products Level of a B2B product, core competencies-the root of industrial products. Industrial product mix strategy and decisions

4 1

5.2 5.3 Concept of industrial product life cycle, strategy for new and existing products New B2B product development process 5.4

1 1

Unit 6 6.1 6.2 6.3

Pricing & Negotiations Process of pricing, factor influencing pricing Pricing approaches & Price adjustment Pricing strategies for products, price attacks, competitive bidding

3 1 1 1

Unit 7 7.1 7.2

B2B Channels Classification of business marketing channels, participants Channel design, pre channel appointment decision making, selection & evaluation of dealers Channel Conflict, channel administration, power in marketing channels

4 2

1 1

7.3

Unit 8 8.1 8.2

Communication for industrial markets Communication objectives, tasks, policies Developing integrated communications programme, B2B advertising, sales promotion, sales force promotion, publicity, on line promotion. Personal selling, Sales Process, Organizing Sales Force, Size of sales force, Manpower, compensation & Controlling the sales personnel.

7 2 3

8.3 Unit 9 9.1 Managing services for business markets Marketing of industrial services, products to solutions, marketing mix of service firms. Customer Relationship Management Business markets, relationship marketing, managing buyer seller relationship, customer relationship management Supply Chain Management Concept of SCM, Logistics, B2B Logistical Management

2 2 2

Unit10 10.1

2 2

Unit11 11.1

2 2

Unit12 12.1

E-commerce in business markets Role of e-commerce in B2B marketing

2 2

SUBJECT: PRODUCT AND BRAND MANAGEMENT (405) Course: PGDM Semester IV Course Code: 405 M Total Hrs: 40 Hrs Revised on: April 2011

11. Objectives : a. The Study of this subject will help the students to gather knowledge about product management and importance of managing a product. b. To introduce the concept of branding and brand management with special emphasis on developing brand equity. c. The students will also learn how maintaining a brand will increase the long range profits of an organization.

12. Core text book for Reading: a. Product management - Donal R. Lehmann, Russel S. Winer b. Strategic Brand Management - Kevin Lane Keller c. Branding Concepts & Process - Debashish Pati d. Successful Branding - Pran K Choudhary e. Brand Positioning Strategies for Competitive Advantage -Subrato Sen Gupta f. Strategic Brand Management -Caperer g. Behind Powerful Brands - Jones h. Managing Indian Brands -S. Ramesh Kumar

13. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
14. Note: Discuss one case study per unit in the class.

Sr No Unit 1

Topic Introduction to product management 1. 2. 3. 4. 5. 6. Defining the competitive set Category attractiveness analysis Competitor analysis Customer analysis Product strategy over the life-cycle New product development & strategies

Duration 6 1 1 1 1 1 1

Unit 2

. Brand & Brand Management 1. 2. 3. 4. Commodities Vs Brands The role of brands The brand equity concept Brand Equity Models Brand Asset Valuation, Aaker Model, BRANDZ, 5. Brand Resonance. Building Brand Equity, Brand Identity and Brand image.

8 1 1 1 2

3 Unit 3 Choosing brand elements to build brand equity 1. Designing marketing programs to building brand equity 2. Integrating marketing communication to build brand equity 3. Information processing model of communication, marketing communication options, leveraging secondary brand knowledge to build brand equity 4. Conceptualizing the leveraging process, country of origin 5. Co-branding, licensing, celebrity endorsement, sporting, cultural and other events 10 2 2 2

2 2 Unit 4 Developing a brand equity measurement and management system 8

1. Establishing brand equity management system 2. Measuring sources of brand equity-capturing customer mindset 3. Qualitative research techniques, quantitative research techniques, measuring outcomes of brand equity, capturing market performance.

2 3

Unit 5

Designing and implementing branding strategies 1. Brand-product matrix, brand hierarchy, brand transfer, introducing and meaning new products and brand extensions 2. Managing brands over time 3. Managing brands over geographic boundaries and market segments.

8 3

2 3

Subject: Customer Relationship Management Course: PGDM (Mktg.) Semester IV Course Code: 406 M
Total Hrs: 36 Hrs

Revised on: Apr. 2011

Objectives:

The objective of this course is to introduce students to the concepts and methods of Customer Relationship Management (CRM). The course will have a hands-on, methodological orientation. The goal is to put students in contact with real world applications and databases. Students will explore three key building blocks of CRM databases: data, technology and statistical techniques. Upon completing this course, students should have a working knowledge of CRM and related database marketing techniques, and an appreciation of their potential and limitations.

Specific course objectives are to:

1. Help you understand how analytical techniques and computer models can enhance decision making by converting data and information into insights and decisions. 2. Help you learn to view marketing phenomena and processes in ways that are amenable to decision making. 3. Expose you to a number of examples of the successful use of CRM database and develop your abilities to build, modify, and implement CRM database. 4. Help you to learn what the tools and software is available for CRM and what they can do as well as what they cannot do. 5. Help you to plan your future careers in marketing and management consulting. The general objects of the learning practices used in this course are to introduce, reinforce and assess your transferable skills in: Critical thinking Information handling Case study analysis

Core Text Book:

1. Customer relationship Management - Sheth, Parvatiyar, Shainesh

Reference Books: 1. The CRM handbook By Jill Dyche

2. CRM By Willium G Zikmund 3. CRM By Greenberg

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr. No Unit 1

Topic Changing nature of Marketing and customer services

Duration 6

1.1

Why Customer Relationship Management (CRM)? - Diminishing customer loyalty, Reasons of diminishing customer loyalty Customer Life Cycle Need for Mass customization: Myth or Reality? Characteristics of empowered customers Emerging trends in marketing Changing nature of customer service Emergence of CRM: Introduction to the Concepts of Relationship Marketing(RM), Customer Experience Management(CEM), Customer Touch point Value (CTV), Customer Lifetime Value(CLV), Definition, nature and concept of CRM Case study: BPCL-Matching customer expectation

1.2 1.3 1.4 1.5 1.6 1.7

1.8

Unit 2

CRM overview and Basic Concepts

2.1

Concept of Relationship Marketing: J. N. Sheth Model, Peppers and Rogers Model Developing Relational Bonds with customer: Financial, Structural, Customization RFM Model Customer Lifetime Value(CLV) calculation, Significance of CLV Personalization

2.2

2.3 2.4 2.5

1 2 1

2.6 Unit 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Unit 4 4.1

Case : TATA motors : Getting its CRM right CRM Strategy Customer Acquisition Sales Force Automation(SFA) Customer Interaction Management (CIM) Campaign Management Customer Service Management Channel Optimization Customer retention strategy Customer Win-back strategy Case study: ICICI bank Its CRM strategies CRM Process Planning for CRM: Elements in CRM planning, Preparing the CRM business plan Role of IT for CRM Analytical CRM, Operational CRM, Collaborative CRM Business Process Re-engineering (BPR) Process Mapping and Process Blueprinting Change Management Case: AIRTEL-Managing Customer Relationships through the Sales Cycle Tools for CRM Decision Support System(DSS) Data Mining and Data Warehousing Business Intelligence Assignment: Study various CRM tools available in the context of any one

1 10 1 2 1 1 1 1 1 1 1 5 1

4.2 4.3 4.4 4.5 4.6 4.7 Unit 5 5.1 5.2 5.3 5.4

1 1 1

3 1 1 1

company Unit 6 CRM Implementation 2

6.1

Choosing the right implementation approach: Implementation of CRM for what and where( SBU level, Corporate level) Steps in CRM implementation

6.2

6.3 6.4 6.5 Unit 7

Expected benefits of CRM implementation Case: Mahindra and Mahindra- Its CRM Initiatives Case: Marriott-Focused on customers all the way Guarding against CRM failures 2 1

7.1 7.2 7.3 7.4

Creating the right culture Ensuring right CRM implementation The 7 deadly sins in CRM Assignment: Find a company that has failed in its CRM initiatives and prepare the reasons for its failure with recommendations for improvement

HUMAN RESOURCE MANAGEMENT SPECILISATION Subject: Management Control System

Course: PGDM Course Code: 301A


Total Hrs: 40Hrs

Semester III Revised on: April 2011

Objectives: The course seeks to develop skills related to Performance Measurement and Management Control by taking a highly practical approach. Accordingly, it aims to provide students not only with a mastery of techniques and tools but also with the understanding the essentials to their application in resolving concrete situations in the fields of Performance and Control.

2. Core text book for Reading: 1. Management Control system by Robert .N Anthony & Govindrajan 11th & 12th edition.

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.` Sr No Unit 1 Topic 1.Introduction to management planning & Control system. Duration 6

a)

Traditional Versus contemporary management practices in organization

b)

Management control environment & effective organizational structure for control.

c)

Centralization versus decentralization Divisional Autonomy.

Unit 2

2.Integration of corporate level strategy to unit level:

a)

Goal Congruence for Financial, operational & people control. Internal control system- Balancing the four levers of control, systems, six sources of tensions in control systems, opportunities infrastructure.

b) c)

Role of financial controller :Financial auditor to financial manager to influence Case Study: Xerox Corporation

2 1 1

d)

Unit 3 a)

Responsibility centers concept:

4 2

Revenue & expense centers b) Discretionary expenses versus engineered expenses c) Means to measure & control assets of responsibility center. Unit 4 Profit center & Investment center : 5 1 1

a) b) c) d)

Business unit as a profit center: Its merit & demerit. Measuring profitability of profit center. Allocation of charges & accounting of profit in profit center. Case Study

1 2 1 1

Unit 5 a) b)

Objective & Principles of transfer pricing within business units. Methods of transfer pricing.. Administration & issues related to transfer price in domestic & international business. Budgeting approach & budget control .Problems & limitation of budgeting Case study: Birch paper Company.

7 1 2

c)

d) Unit 6 a) Measuring & Controlling Assets employed. Evaluating economic performance of a business unit. External audit, internal controls, internal audit, role of financial b) controllers, multiple roles . EVA versus ROI approach Implementation of EVA in BU. Additional consideration for evaluating managers. Unit 7 a) Analyzing Financial performance reports for control Relevant cost consideration & approach for managerial decision making. Activity based costing, calculating variances & variation in practice.

1 4 2

3 3

Unit 8

Performance management of a strategic business unit using Balance Score Card approach. Designing & Measuring Financial & non financial factors influencing the growth & performance of a strategic business unit

a)

Performance based Management compensation. b) . 1

Unit 9 a)

Management planning & control system in service centric organization. Building & Measuring managerial performance through shareholder value creation & customer satisfaction Measuring cost in long term perspective. Risk & reward policy.

2 1

b)

Subject : PERSONNEL ADMINISTRATION: POLICIES AND PROCEDURES

Course : PGDM Semester - IV Revised on : April, 2011

Course Code : 301 B H Total Hrs : 20

1.Objective : The purpose of this subject is to extend the emerging empirical literature on human resource management policies and procedures. Organization performance is based on various developmental HR tools which included training practices, employee selection, recruitment, disciplinary procedures and other communication. By the end students will be able to know the actual function of the HR dept.

2. Core text book for Reading:

1. Guide on Labor Management forms and precedents (Law, Practice & Procedure) by S.D. Puri (Snow white publications) 2. Personnel Management by Edwin Flippo

3. Personnel Management by C.B. Mamoria

3. Pedagogy: Class room lecture, topic specific assignments and reading articles.

Sr No Unit 1

Topic Introduction of the Personnel Administration

Duration (2)

1.1

Definition, Nature, Objectives & principles of Personnel Administration. Components of HR Manual

(1)

1.2

(1)

Unit 2

Personnel Policies (suggested changes in bold)

(3)

2.1 2.2

Aims and Objectives, Definition and scope of Personnel Policies. Need of Personnel Policies, Types of Personnel Policies Policy formation Mechanism, Contents of Personnel File

1 1

2.3

Background Verification Process & proposed action by HR for deviation in BV from candidate.

Unit 3

Personnel Audit

(2)

3.1

Scope and nature of Personnel audit, Various records needed in each 1.5 and every HR activities. Records of Full and Final Settlement, 0.5 Employee Communication (3)

3.2 Unit - 4

4.1 4.2

Importance of all the various forms of letter and circulars Drafting of various types of communications like Notices, Circulars, Interview call letter, Appointment orders, Promotion letter, Appreciation letter, Transfer orders, Suspension Order, Relieving letter (assignment based) Wage and Salary administration

(1) (2)

Unit 5

(3)

5.1

Laws related with wage and salary Nature and purpose of sound wage, Factors influencing wages and (1) salary,

5.2

Wage administration rules, theories of wages, systems of wage (1) payment. Lay off and retrenchment compensation etc

5.3

Statutory Returns like Profession tax, TDS, 16-A form, PF withdrawal (1) form no 19, Form No 10 or 10C, PF transfer form.

6.0

Disciplinary Procedure

(4)

6.1

Principles of Natural Justice and Domestic Enquiry, Minor and major offences and punishment by law

(1)

6.2

Factors contributing to offences (Dismissal, Discharge, Discharge (1.5) Simplifiers Suspension , Demotion, With-Holding of Increments, Fine And Warning.

6.3

Drafting of Show Cause Notice (Memo, Charge Sheet, Warning letter, (1.5) Letter of Termination and Letter of Dismissal of Services etc)

7.0

Bonus system (rules and regulations), Calculation of bonus, gratuity superannuation Compensation etc Challenges for modern Personnel Manager Guidelines for students for drafting HR Manual a) Training & Development b) Employee Engagement c) Recruitment and Selection

(1)

8.0 9.0

(2) (2)

Subject: STRATEGIC MANAGEMENT & BUSINESS POLICY Course: PGDM Semester III Course Code: 302 H Revised on: April 2011
Total Hrs: 30 Hrs

The course requires students to integrate knowledge from prior coursework in functional business areas to analyze current business strategies and performance and to develop and plan implementable future strategies and policies. This course pulls together knowledge of the various functions of business (e.g., accounting, finance, marketing, operations management, etc.) in a manner consistent with a general management. This course will make extensive use of the case study method using actual business situations.

7. Objectives :

e. To provide students with an integrative, general management view of the organization involving the analysis of organizational goals, resources, structure, etc., and the relationship of these attributes to the organization's industry and general environments. f. To provide students with knowledge of strategic management concepts, tools, and techniques and to apply these to analysis and strategy formulation using actual business cases.

g. To provide students with the experience of working as a member of a team to identify business opportunities, solve business problems, and craft implementable strategic plans. h. To develop critical thinking and analytical skills in the development of business solutions to problems and opportunities under conditions of considerable ambiguity (i.e., the "real world").

8. Core text book for Reading: Kazmi

Strategic Management & Business Policy , 3 rd edition by Azhar

Reference Books:

a. b. c. d.

Strategic Management by Fred R David, 10th edition Strategic Management by Hill & Jones , 6th edition Strategic Management by P Subbarao Strategic management by Lomash & Mishra

9. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture,


In addition to covering the above topics through lectures, the students will be given the following inputs:

Case studies (Close to 10 case studies will be discussed in the class)

The students will have to analyze the annual reports of a company in groups and submit a Business Plan for next 5 years

Sr No Unit 1

Topic Overview of Strategic Management & Business Policy

Duration 4

1.1

Elements in strategic management process, model of strategic management process.

Strategic intent, vision, mission, goals and objectives. 1.2 1

Case study 2

Unit 2 2.1

Strategy Formulation Environmental Appraisal , internal and external environment , SWOT Analysis , Use of models like BCG, Mckinsey, Porter s Model Organizational appraisal, competencies, competitive advantage, marketing capability, financial capability.

4 1

2.2 Case study 1

2 Unit 3 3.1 Corporate level Strategies Concentration strategies, integration strategies ,diversification strategies 3.2 Internationalization strategies , Porter s model of competitive advantage of nations 3.3 Cooperative strategies, mergers and acquisitions strategies, 1 1 7 1

Case study Unit 4 4.1 Business level strategies Cost leadership business strategy,

4 6 1

4.2 4.3

Differentiation business strategy , Focus business strategy

1 1

Case Study

Unit 5 5.1

Strategic Implementation Structural implantations , types of organizational structures

6 1

5.2

Behavioral implementation ,corporate governance & business ethics , social responsibility

5.3

Functional and operational implementation , functional strategies ,financial plans and policies, marketing plans and policies ,operational plans and policies personnel plans and policies

Case study 2 Unit 6 6.1 6.2 Strategic Evaluation and Control Operational control Techniques for strategic control Case study 3 1 1 1

SUBJECT: TRAINING AND DEVELOPMENT

Course: PGDM Semester III 2011


Course Code: (304H) OBJECTIVES:

Revised in: April

Total Hrs: 36

The course is about the training and employee development in organizations. As the field of training and development is changing, there is a need for trainers to reorient their thinking from the comfort and structure of the classroom to the more ambiguous consulting area. Trainers now need to have considerable expertise in job and task analysis, as learning specialists, facilitators, communication experts, and professionals with a broad perspective of the human dimensions of human performance in organizations. The training industry is undergoing a significant shift from training, as the solution to employee performance problems to looking for cheaper, more effective alternatives to training. The goal of this course is to develop an understanding of the skills, abilities, and practical elements of employee development and performance improvement in organizations. After the completion of the course, students will be able to:  Differentiate Between Training And Development And Recognize The Role These Activities Play In Human Resource Management.  Understand Principles Of Adult Learning.  Design Training Programs With Clear Goals And Specific Learning Outcomes And Utilize Variety Of Training Methodologies.  Understand And Explain The Importance Of Training Evaluation.  Understand The Changing Face And Current Trends In Training And Development Scenario.

CORE TEXT BOOK: Employee Training and Development: Raymond.A.Noe, Tata McGraw Hill (4th Edition). REFERENCE BOOKS: Human Resource Development, T.V.Rao, Sage India.Pvt.Ltd. y Effective Training Systems, Strategies and Practices, P. Nick Blanchard, James W. Thacker, Pearson Education (3rd Edition).

PEDAGOGY: 1. Interactive Class Room Lectures. Assignments. Guest Lectures.

S. NO.

TOPIC

DURATION (IN HRS)


4 2 1 1

Unit 1 1.1 1.2 1.3

HUMAN RESOURCE DEVELOPMENT HRD - Definition, Scope and Objectives, Importance, HRD Sub Systems. HRD and Strategy Development. Elements of Good HRD, OCTAPACE Culture.

Unit 2 2.1 2.2 2.3 2.4

TRAINING AND DEVELOPMENT Training And Development - Definition And Importance. Skills Of An Effective Trainer, Role Of Trainers, Training Styles. Opportunities and Challenges for Training. Adult Training.

4 1 1 1 1

Unit 3 3.1 3.2 3.3 3.4

TRAINING NEEDS ANALYSIS Training Needs Analysis - Importance, Mechanisms. Organization Analysis, Operational Analysis, Individual Analysis. Setting Training Objectives. Competency Mapping.

7 1 2 1 3

Unit 4 4.1 4.2

TRAINING METHODOLOGIES AND TRANSFER OF LEARNING Training Methods And Techniques. Transfer of Learning.

6 4 2

Unit 5

EVALUATIONS OF TRAINING

5.1 5.2 5.3

Evaluations Of Training - Importance, Need, Method. Skills Matrix. Cost Benefit Analysis Of Training Programs, Overview of Return on Investment (ROI).

3 1 2

Unit 6 6.1 6.2

EMERGING TRENDS IN TRAINING AND DEVELOPMENT Emerging Trends In Training And Development. Technology In Training: CBT, Multimedia Training, E-Learning / Online Learning, Distance Learning.

4 1 2

6.3

Unit 7 7.1

ASSIGNMENT BASED Assignment Based On The Design And Development Of A Training Program

Subject : Executive Compensation and Incentive Management Course : PGDM Semester -III Revised on : April 2011 Course Code : 305 H
Total Hrs : 35 _______________________________________________________________________

1.Objective : This course is designed to promote understand in issues related to compensation in corporate sector and impart skills in designing, analysis and restructure compensation management system, policies and strategies.
Core text books for Reading:

1. Compensation: Milkovich and Newman 2. Compensation in the era of Knowledge workers: Richard I Henderson

3. Strategic Compensation: Joseph J Martocchio 4. Human Resource Management: V S P Rao 5. Personnel Management: C.B.Mamoria

Pedagogy: Class room lecture, article and Guest speaker and assignment

Sr.No Unit 1

TOPIC Introduction of Compensation Definition of Compensation, Evolution of compensation, need and importance of compensation, components of compensation, types of compensation.

DURATION 2

Unit 2

Compensation Policies and Objectives Objectives of Compensation management, Principles of wages and salary administration, the elements of wage administration and factors influencing Compensations levels.

Unit 3

Strategic Pay Policies Compensation and Organization Strategy, Lifestyle and compensation Factors that influence Companies competitive strategies and compensation Practices .

Unit 4

Compensation Management Process Various compensation and payroll process available, Compensation outsourcing, why outsource the compensation system and significance of compensation outsourcing

Unit 5

The Pay Model: Polices Of Pay Model, Internal Alignment, External Competitiveness, and Pay Techniques.

Unit 6

Evaluation leading to Compensation and incentives

6.1 Internal Alignment: Definition, What shapes internal structure, the internal pay structure, best available verses best fit. 6.2 Job analysis importance of job analysis, procedure of job analysis, data collection methods, Job description and specification. 6.3 Job evaluation: Defining Job evaluation, content, value and external Market Links Methods of Job evaluation and Person based structures. 6.4 External Alignment: Job evaluation, External competitiveness and its definition, Market rate analysis, wage surveys, interpreting survey results, designing pay levels. Critical Pay Survey Problems, Sources of third Party Data and using third party surveys. Unit 7 The Structure of Pay Grade and pay structure, Competency based pay, Broad Branding, Performance based pay/merit based pay, Individual pay and Team pay plans, use of skill-knowledge and competency Unit 8 Individual Pay System Role of Performance appraisal in compensation system, common errors in appraising performance , strategies for better understanding and measuring Job performance, Unit 9 Reward systems: The reward system, Compensation system, Compensation Dimensions, Non compensation dimension, Motivational aspects and reward systems, Incentives and Rewards, Long Term and short term incentive systems, Financial and Non Financial incentives, Benefits and Perks, Unit 10 Compensation of Special Groups and Executive Compensation Who are special groups Principles and processes for setting executive compensation, and compensation strategy for the special group, Compensation for sales force, Compensating the flexible workforce, Contingent employees Unit 11 Expariate compensation Recognizing variations, social contract, Culture & Pay, Comparing systems, Expatriate Pay and Strategic Choices in Global Compensation Unit 13 Benefits and Services: 2 2 2 3 3 4 8

Employee benefits, employee services, funding benefits through a VEBS, Flexible compensation (cafeteria plan), Costing benefits. Unit 14 Pay delivery administration: The budget process, administration of pay managing labor cost, Control salary level, Inherent controls, and Administration issues. 2

Sub: Human Resource Information System, Human Resource Accounting and Audit Course : PGDM Semester -III Course Code : 306 H Revised on : April 2011
Total Hrs : 35

_______________________________________________________________________
Human Resource Information System 1. Objective: With the advent of this technology, comes a need for its use in the human resources function, which this course particularly focuses on. In particular, the course aims to: a) Create awareness in upcoming managers, of different types of information systems in an organization so as to enable the use of computer resources efficiently, for effective decision making. b) Understand various Management Information Systems operating in an organization particularly in the Human Resources Management functional area and explain its relationship with the various other activities of the organization. c) Understand how Human Resources Information Systems are bought/developed and implemented for various levels in an organization. d) Explore the use of some common Information Systems development tools.

2. Pedagogy:

2. Class Room Lectures 3. Online Modules 4. Discussion

5. Presentations 6. Workshop

Sr. No

Topic: Human Resource Information System

Duration

Unit 1 1.1

The Introduction Of Human Resource Information System Meaning, Definitions, Evolution

3 hrs

1.2

HRIS Need Analysis, Advantages & Disadvantages of HRIS

Unit 2 2.1

HRIS Life Cycle HR responsibility in each phase of HRIS development

2 hrs

Unit 3 3.1

Pre implementation stage of HRIS

3 hrs

3.2

HRIS Planning HRIS Expectation Productivity Through HRIS Getting Management Support for HRIS

3.3

3.4 Unit 4 4.1 HRIS modules 4 hrs

4.2

Recruitment Induction Training Performance Management Compensation and Benefits Payroll Leave Management

4.3

4.4

4.5

4.6 Unit 5 Implementation of HRIS 2 hrs

Unit 6

The Future of HRIS

1 hrs

Human Resource Accounting and Audit 1. Objective:

On completion of this course, student should understand the importance of HRA practices in organizations. They should know how to implement HRA models and ways in which HRA impacts the Strategic Decision Making of an organization. Also, student should know the methods and reporting format of HR Audit. 2. Pedagogy:

1. 2. 3. 4. 5.

Class Room Lectures Discussion Presentations Workshop Live company projects

3. Core Text: Human Resource Accounting: advances in concepts, methods and applications Eric Flamholtz

4. Reference Book:

1. 2. 3. 4.

Human Resource Accounting R. K. Patra Human Resource Accounting - R.K. Gupta HRD Audit - TV Rao Human Resource Planning and Audit Arun Sekhri

Sr. No Unit 1

Topic : Human Resource Accounting


1. Introduction 2. Concept, Definition, Need, Importance
3. Measuring HR costs

Duration 2 hrs

Unit 2

1. 1st, 2nd and 3rd Generation accounting system for HR costs 2. Monetary and Non-monetary methods of HRA 3. Models of HRA Flamholtz, Jaggi & Lau, Lev & Schwartz model 1. 2. 3. 4. HRA impact on other HR activities Calculating HRA Integrating HRA in financial Statements HRA usage on Strategic Decision Making

5 hrs

Unit 3

3 hrs

Unit 4

1. BHEL Case Study 2. Infosys Case Study

2 hrs

Sr. No Unit 1

Topic: Human Resource Audit


Human Resource Audit 1) Concept 2) Nature 3) Need 4) Purpose 5) Basis

Duration 2 hrs

Unit 2 Unit 3

Benefits, Scope and Types Approaches to HR Audit

2 hrs 2 hrs

Unit 4 Unit 5

Methods of HR Audit HR Score Card, Preparing Audit Report

2 hrs 4 hrs

Subject : Industrial relation and related Laws Course : PGDM Semester -III Revised on : April 2011 Course Code : 307 A H
Total Hrs : 35

Objectives: This introductory course will place emphasis on the practical application of required to manage either in unionized workplaces or in workplaces that might be faced with a certification application. Lectures, readings, simulations, and assignments will serve to acquaint the student with the structure and functioning of the Indian industrial relations system, basic employment law concepts, the union certification process, negotiation and administration of collective agreements strikes and dispute resolution, and Indian industrial relations.

Core text book for Reading: Industrial Relations by Deodhar Punekar

Pedagogy: Class Room Lectures, Case study, Assignments,


Sr No Unit 1 Industrial Relations: Topic Duration 4

1.1 1.2

Definition, Concept, Nature and scope of Industrial Relations. Importance and need of Industrial Relations.

1 1

1.3 1.4

Development of healthy Labour Management Relations The various approaches to Industrial Relations.

1 1

Unit 2

Industrial Conflicts and Dispute:

2.1 2.2 2.3 2.4

Definition. Causes of Industrial Disputes/Conflicts. Difference between Individual Disputes and Collective Disputes. Ways for resolving Industrial Disputes/Conflicts.

1 2 1 1

Unit 3

Industrial relation Machinary

3.1 3.2 3.3 3.4

Negotiations and Collective Bargaining. Conciliation and Mediation. Voluntary Arbitration and Adjudication. Constitution and functions of Works Committees and Joint Committees. Grievance procedure.

1 1 1 1

3.5 3.5.1 3.6 3.7 3.8 Unit 4

Grievance handling machinery. Counselling. Code of discipline in Industry. Worker s participation in management.

1 1 1 1 1

Industrial Disputes Act, 1947

4.1 4.1.1 4.2

Objects and application Important definitions Machinery provided under the Act for investigation and settlement of Industrial Disputes. Notice of Change under Section 9A.

0.5 0.5 0.5

4.3 Powers of Labour Court/Industrial Tribunal under Section 11A 4.4 Voluntary Arbitration under Section 10A 4.5 Settlement, Award, Duration, Binding nature and Penalty for breach of Settlement or Award. Provisions of Section 17B 4.6 4.7 4.8 4.9 4.10 Strikes and Lockouts legal and illegal strikes, Justified and Unjustified strikes and lockouts. Lay-off and retrenchment, closure and transfer of undertakings. Distinction between Section 33(1) and Section 33(2) of the Act. Provisions of Section 33 of the Act. Provisions of Section 33A of the Act. How to handle Go-slow, Strike, Violence, Lockout etc.

0.5

0.5

0.5 0.5 0.5 0.5 1.5

0.5

Unit 5

Industrial Employment (Standing Orders) Act, 1946

5.1 5.2 5.3 5.4 5.5 5.6

Application of the Act. Important Definitions. Matters on which the Standing Orders are to be framed. Procedure for certification and Modification of Standing Orders. Provisions relating to Appeals. Misconducts under the Standing Orders.

1 0.5 0.5 0.5 0.5 0.5

5.6.1 5.6.2 5.7 5.8

Punishments under the Standing Orders. How to conduct a Domestic Enquiry? Principles of Natural Justice.

0.5 0.5 0.5

Drafting of Warning letters, Show cause notice, Charge-sheet, Suspension 1 Pending Enquiry letters and Dismissal letters.

Unit 6

Recommendations of the National Commission on Labour 1969 and 2002;

Syllabus Template

Subject: Labour Law I Course: PGDM Semester -III Revised on: April 2011 Course Code: 307 B H
Total Hrs. : 50 _______________________________________________________________________ 1. Objective:

1) The course will focus on substantive legal issues, it is intended for non-law students and will be largely overview in nature. 2) It is intended to prepare students to identify and address labour relations law issues that they may encounter in the field 3) To equip the students with comprehensive knowledge and practical skill to interpret the labour laws in the right perspective with a special reference to the provision to the constitution of India which are having direct and indirect relevancy to the labour laws.

2. Core text book for Reading:

3) Industrial Law P L Malik 4) Industrial & Labour Laws S P Jain

5) Bare Acts

3. Pedagogy: Class Room Lecture & Case Discussion

Sr. No Unit 1 1.1

Topic Payment of Wages Act, 1936.


Objective of the Act, Fixation of Wage Periods

Duration (6) Time of Payment of Wages 2

Deductions which may be made from wages 1.2 Maintenance of Registers and Records and Powers of Authority under the Act 1.3 2 2

Unit 2 2.1

Payment of Bonus Act. 1965. Objectives of the Act, Computation of Gross Profit and Available Surplus, Eligibility and Disqualification for Bonus, Payment of Minimum and Maximum Bonus

(9) 3

2.2

Calculation of Bonus with respect to certain employees Proportionate deduction in bonus in certain case, Computation of number of working days

Set on and Set off of allocable surplus, Special provisions with respect to certain establishments, Deduction of certain amounts from bonus payable

2.3

Time limit for payment of bonus, Registers and Records.

2.4 Unit 3 3.1 Payment of Gratuity Act, 1972 Definitions, Continuous Service, Controlling authority, Payment of gratuity, Compulsory Insurance Power to exempt, Nomination, Determination of the amount of gratuity 3.2

1 (6) 2

2 Inspectors, Powers of Inspectors, Recovery of gratuity Penalties, Exemption of employer from liability in certain cases 3.3 2 Unit 4 4.1 Factories Act, 1948 Important definitions, like, Factory, Manufacturing Process, Occupier, Workers, Reportable Accident (11) 2

4 Health , Safety & Welfare 4.2

4.3

Provisions relating to Hazardous Processes, Working Hours of Adults, Employment of Young Persons

Annual Leave with Wages 4.4 Inspectors, Returns, Punishments & Penalties 4.5

Unit 5 5.1

Contract Labour (Regulation and Abolition) Act, 1970 Objective of the Act, Important Definitions, like, Contractor, Contract Labour, Workman, Principal Employer and Establishment

(8) 2

5.2

Powers of Appropriate Government To prohibit employment of contract labour

Registration and License, Welfare 5.3 Liability of Principal Employer 5.4 2 2

Unit 6

Employees' Provident Fund and Misc. Provisions Act, 1952

(6)

6.1

Objective, Definition of Employee, Applicability, Exemption

6.2

Contribution, Employees Pension Scheme

6.3

Employees Deposit Linked Scheme, Penalties, Withdrawals permissible under the Act

Unit 7 7.1

Bombay Shops and Establishments Act, 1948 Object of the Act , Definition Commercial Establishment, Shops, Hotels, Restaurant

(9) 2

Registration of Establishment 7.2 3

Working Hours, Interval of Rest and Spread over, Holiday, Opening & Closing Time, Employment of Children and Young Persons 2 7.3 Leave with Wages, Notice of Discharge and Dismissal & Maintenance of Registers and Punishments

7.4

SEMESTER 4

Subject: International Business


Course: PGDM Semester IV Course Code:
Total Hrs: 40 Hrs

Revised on: April, 30, 2011

8. Objectives : a. To understand and appreciate the concept of International Marketing in theory and practice. b. To evaluate the environment of International Marketing and develop a feasible marketing plan (process). c. To understand and apply the STP of International Marketing (segmentation, targeting, positioning). d. To have an elementary knowledge of consumer behaviour and International Marketing research. e. To understand and appreciate the concept of International Marketing strategy formulation and implementation.

Core text book for Reading: (2) International Business -- Third Edition -- K Aswathappa (The McGraw-Hill Publication). (2) International Business, Environments & Operations -- 11th Edition : Daniels, Radebaugh , Sullivan (Pearson Education) (3) Text Books & Required Reading : International Business by Charles W.H. Hill;

Regular reading of the Economist Magazine, Economic Times, Financial Express.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No Unit 1 1.1

Topic Introduction and Orientation Basic understanding of International Marketing, definition, key international marketing terms and concepts, marketing orientations, distinction between domestic and international marketing. Concepts of customer value, creating customer value, satisfaction and delight.

Duration 5 1

1.2

1.3

Nature of International Business. Ripple effects of globalization management/jobs/wages/child labour/women/developing countries and 1 Marketing Plan. Case study: Growth strategy of an automobile company 2

Unit 2 2.1 2.2

Multinational Corporations The MNC Life Cycle theory and its unique significance in International Trade and the arguments for & against MNC s. The rise of Indian MNC s. Case study:

4 1 1

2 Unit 3 3.1 3.2 Developing the Marketing Mix Global Trade and its theories. Product characteristics and classifications, product differentiation 6 1 1

3.3

Product hierarchy, product systems, product mixes, PLC, NPD, Product Life Cycle marketing strategies Case study: Kellogg's-Nutri Grain-Extending the Product Life Cycle

Unit 4 4.1

Foreign Direct Investment Introduction to International Financial Management Balance of Trade and Balance of Payment, Intl. Monetary Fund, Asian Development Bank and World Bank, Financial Markets and Instruments Introduction to Export and Import Finance Methods of payment in Intl. Trade EXIM policy. Case study:

7 1

4.2

2 2

2 Unit 5 5.1 5.2 International Environment Political, economic, legal, cultural and technological environment (The PESTEL framework) Adapting, managing and negotiating across cultures. 2 1 1

Unit 6 6.1 6.2

Designing and managing services Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 7 7.1

International Organizational Structure Distribution strategy, Importance of channels, channel functions and flows, levels of channels, Channel design, channel management, channel conflict, e-commerce World Trade Organization origin, history, various agreements and its

5 1

7.2

implications on India. 7.3 Case Study: 1

Unit 8 8.1

Integrated International Marketing Communication Strategy Significance of Marketing communications mix/modes, developing effective communications Developing advertising programmes, deciding on media and measuring effectiveness. Future of International Business.

7 2

8.2

8.3 Global Manufacturing Materials Management 8.5

2 2

Unit 9 9.1

Social & Ethical Issues Social Responsibility and Ethical issues in International Business

2 2

Subject : Performance Management Course : PGDM Semester -IV Course Code : 402 HRevised on : April 2011
Total Hrs : 30 _______________________________________________________________________ 1.Objective : In a world market where individuals, teams and organizations have to thrive on the cutting edge of competition, performance management (planning, methods, measurement, information analysis and systems implementation) become crucial to bringing about all round development. This task falls to the lot of the HR expert and in this course students will be facilitated in becoming skilled enough to handle performance management issues when they enter the world of industry and business. The following are the main heads under which this knowledge on the subject will be imparted. Core text book for Reading:

1. Performance Management , Herman Aquinis Pearson Education 2.Perfornance Management and Appraisal systems T.V.Rao 3.Performance Management By Prem Chadha 4.Performance Management Concepts, Skills and Exercise By Robert L Cardy 5. Performance Management by Michal Armstrong and Angela Baron

3.Pedagogy: Class room lecture, Cases, article


Sr No Unit 1 1.1 Topic Introduction Of Performance management system Definition of performance Management, the performance management contribution, dangers of poorly implemented PM systems Duration 5

1.2

Aims and role of PM Systems, characteristics of an ideal PM systems, performance management process, Performance management and strategic planning.

1.3

Unit 2 2.1

Performance appraisal system implementation: Aligning PA with other HR function, Defining performance, determinants of performance, performance dimensions, approaches to measuring performance, Diagnosing the causes of poor performance, differentiating task from contextual performance, choosing a performance measurement approach. Measuring results and behaviors, gathering performance information, implementing performance management system. Conducting Staff Appraisals Introduction, need, skills required, the role of the appraiser, appraisal methods, raters errors, data collection, conducting an appraisal interview, follow up & validation, present thoughts & future directions. Why Performance Appraisal Fails. Halo Effect. , Appraisal communication.

2.2

2.3

Unit 3 3.1

3.2

Unit 4 4.1

Performance management & employee development: Personal Development plans, 360 degree feed back as a developmental tool, MBO, competency mapping and other tools performance management & reward systems: performance linked remuneration system, performance linked planning and promotion policy.

4.2

Unit 5 5.1

Performance Consulting: Concept, the need for performance consulting, role of the performance consulting, Designing and using performance relationship maps, contracting for performance consulting services Organizing performance improvement department. Counselling for better performance, Feedback mechanism in organization. Performance Coaching

5.2

5.3

5.4

Subject : ORGANISATION DEVELOPMENT Course : PGDM Semester -IV Revised on : April 2011 Course Code : 403H Total Hrs : 30

1. COURSE OBJECTIVE: This course is designed to provide in depth understanding of behavioral interventions and enable the students to apply these intervention for building individual, team, system, systems and process related competencies and helping organizational to achieve peak performance and become self sustaining. The course also helps to understand various challenges the OD Function faces while executing the operational plans in fast changing dynamic business environment. The purpose of this course is to learn to plan and implement change at the individual, group and organizational level. The course is designed to help the students develop aspotential change agents and OD professionals. After completing this course you should:  be able to understand the theory and practice relating to the processes of organisation development and change.  develop insight and competence in diagnostic and intervention processes and skills for initiating and facilitating change in organisations.  gain necessary self-insight, skills and techniques to become effective change agents and internal OD consultants.

2. Suggested Readings:

y y

An experiential approach to OD By Donald Brown & Donald Harvey Cummings, Thomas G. and Christopher G. Worley, Organisation Development and Change, Thomson Learning.

Ramnarayan S., T.V. Rao and Kuldeep Singh, Organisation Development Interventions and Strategies, response Books, New Delhi.

y y y

French, Wendell L. and Lecil H. Bell, Organisation Development, PHI, New Delhi Chowdhury, Subir, Organisation 21C, Pearson Education. Dr. Anjali Ghanekar, Essentials of Organisational Development, Everest Publication.

3.Pedagogy:
Class room lecture / Discussion Case study Discussion Workshop with Assignment Industry Visit

y y y y

Syllabus Sr. No. Topic Introduction to Organisational Change & Organisational Development Organisational Change - Meaning, Nature, Types of change. The theories of planned change. Organisational Development - Meaning, Characteristics , Evolution of OD (Kurt Lewin, Robert Tanenbaum, McGregor, Herbert Shepard, Robert Blake) Goals and Values of OD Understanding the OD process - Model Of Change, Six Box Model. Stage One- Need for Change, Stage Two - Entry and Contract of the Consultant, Role of the OD counsultant (Internal & External) Styles of OD Practitioners , Skills and Activities of the OD Practitioner ,The Client - Consultant Relationship, Stage Three - The Diagnostic Phase, Stage Four - Action Plans, Strategies and Techniques - Intervention Process ( Based on who the client is and how ready he is for the OD interventions), Stage Five - Self Renewal, Monitor and Stabilize. The Diagnostic Process - Meaning of Diagnosis Data collection process, Data Analysis, Diagnostic Models, i.e. Analytical Model, Emergent Group Behaviour Model, MAnagement PRactitioner Model, Sociotechnical Systems Model, Cause Maps and Social Network Analysis model, Force Feild Analysis model, Thing to be considered wile making diagnosis Over coming Resistance to Change - Life cycle of resistance to change, Leading Change, The change Model, Driving Forces towards Acceptance of a Change Program, Restraining forces Blocking the Implementation of a Change Program, Strategies to lessen resistance Duration

Process Intervention Skills - Meaning, Group Process ( Communications, Member Roles and Functions, Probblem - Solving and Decision Making, Group Norms and Growth, Leadership and Authority), Types of Process Interventions ( Clarifying and Summarizing , Synthesizing and Generalizing, Probing and Questioning, Listening,, Reflecting Feelings, Providing Support and Counseling, Modeling, Setting the agenda, Feedback Observations, Structural Suggestions.), Results of Process Interventions. OD Intervention Strategies - Organisational Change, Basic Strategies to Change, Integration of Change Strategies, Stream Analysis, Selecting an OD intervention, Major OD intervention Techniques Employee Empowerment - What is Employee Empowerment, Need for Employee Empowerment, Laboratory Learning - Objectives, Uses in OD programs, Results of Laboratory Learning. Interpersonal Interventions - Johari Window Model, Transactional Analysis, Career Life Planning Interventions, Stress Management Interventions, Team Development Interventions - Need for Team Development, Purpose of Team Development, The Team Development Process, Outdoor Experiential Laboratory Traning, Role Negotiation and Role Analysis. Intergroup Development Interventions - Collaboration and Conflict, Intergroup Operating Problems, Cooperation versus Competition, Managing Conflict. Developing Success In Organisations - System Wide Interventions, Survey Research and Feedback, Learning Organisations, Reengineering, The Grid OD Program, The Third Wave Organisation The Challenge and Furture for Organisations - Organisations of the future, Monitor and Stabilaze Action Pograms ( Stabilisation of Change, Evaluation of OD programs, Termintion of Pactitioner Client relationship, Developing a self Renewak Capacity, Conditions for success fo OD Efforts) Emerging Issues and Values, Future Trends in Organisation Development.

10

11

12

3 2

13

Subject : Strategic and International Human Resource Management Course : PGDM Semester - IV Revised on : Jan 2011 Course Code : 404 H
Total Hrs : 20

1.Objective : The course is designed to provide linkages of Business Strategy to HR Strategies Policies& Systems. It is designed to equip the student with the tools & techniques essential as a strategic contribution of HRM to organizational success. The course is aimed at creating a practical understanding about the interaction of an organizations strategy with human resource management function to create sustained competitive advantage. This course will focus on issues on how HR function can create an alignment with business strategy and contributes to business performance

2. Core text book for Reading: 1) Strategic HRM By Jeffry Mellon 2) International HRM By Dowling 3) International HRM Tony Edwards, Chris Rees 4)Strategic HRM Michael Armstrong

3. Pedagogy: Class room lecture and reading article.

Sr No Unit 1 1.1 1.2 1.3 1.4 Unit 2 2.1 2.2

Topic An investment perspective of HRM Adopting an investment perspectives Valuing of assets Understanding and measuring human capital Factors influencing an investment oriented organization Challenges in SHRM Globalization and SHRM Workforce demographic, change and diversity

Duration (3)

(2) 1 1

Unit 3

Strategic management and strategic HRM

(3)

3.1

Process of strategic management

3.2 3.3 3.4 3.5 3.6

Corporate, business and functional strategies Strategic HRM and traditional HRM HR Role Barriers to outcome of strategic HRM HR Value Proposition

.5 0.5 0.5 0.5

Unit 4

International Human Resource management

(3)

4.1 4.2 Unit 5

Definition nature and scope of IHRM Comparison between Domestic HRM and International HRM Assessing culture in International HRM

1.5 1.5 (2)

5.1

Cross Culture issues in International HRM

5.2

Cross Cultural and Diversity

Unit 6 6.1

International HR Planning and deployment strategy International Recruitment: Selecting International Employees and Selecting Global Managers Causes of Expatriate assignments failure. The expatriate problems (Culture , country& Social specific)

(2) 1

6.2 Unit 7

1 (2)

7.1 7.2 Unit 8

Managing Global and diverse Workforce International trends in Employee Relations and talent engagement Performance appraisal in the context of International HRM

1 1 (2)

8.1

Performance Appraisal from Global standard perspective, Country specific norms in Performance Evaluation

Unit 9 9.1

International compensation International Compensation Policies, Factors affecting Int. Comp Policies

(2)

Subject: Labour Law II


Course: PGDM Semester -IV Course Code: 405HRevised on: April 2011
Total Hrs. : 44 _______________________________________________________________________ 1. Objective:

4) The course will focus on substantive legal issues, it is intended for non-law students and will be largely overview in nature. 5) It is intended to prepare students to identify and address labour relations law issues that they may encounter in the field 6) To equip the students with comprehensive knowledge and practical skill to interpret the labour laws in the right perspective with a special reference to the provision to the constitution of India which are having direct and indirect relevancy to the labour laws.

2. Core text book for Reading:

6) Industrial Law P L Malik 7) Industrial & Labour Laws S P Jain 8) Bare Acts

3. Pedagogy: Class Room Lecture & Case Discussion

Sr. No Unit 1 1.1

Topic Employees' State Insurance Act, 1948. Contributions Administrative arrangements Benefits

Duration (9) 3

1.2

Sickness Benefit, Maternity Benefit, Disablement Benefit, Dependants Benefit, Medical Benefit, Funeral Benefit, Rajiv Gandhi Rojgar Shramik Yojana Prescribed Specification for Entitlement, Sec 45 (A) Powers of ESI Courts

Administration of Disablement Benefit 1.3 Provision of Medical Treatment by State Government Penalties 2

Unit 2 2.1

Employees Compensation Act, 1923. Objectives of the Act, Definitions, Employer s liability under the Act. Amount of compensation.

(8) 3

2.2

Compensation to be paid when due and penalty for default, Distribution of compensation, Notice and claim

Returns as to compensation, Registration of agreements, Appeals and Recovery. 2.3 Unit 3 3.1 Maternity Benefit Act, 1961 Application of the Act, Definitions, Employment of or work by woman prohibited during certain period, Right to payment of Maternity Benefit. 2 (6) 2

Payment of Medical Bonus, Leave for miscarriage, etc. Tubectomy operation, illness arising out of pregnancy, delivery, nursing breaks. 3.2 Appointment of Inspectors, powers and duties of inspectors, forfeiture of Maternity Benefits, Registers to be maintained, penalties. 2

3.3 Unit 4 4.1 Equal Remuneration Act, 1976 Definitions, Complaints and claims under the Act. Inspectors, Penalties.

2 (2) 2

Unit 5 5.1

Minimum Wages Act, 1948 Interpretation, fixing of minimum rates of wages, Procedure for fixing and revising minimum rates of wages.

(7) 2

5.2

Advisory Board, Central Advisory Board, Composition of committees.

Overtime, Minimum rates of wages for piece work, Maintenance of registers and records, Inspectors, Claims. 5.3 Penalties for undisbursed amounts due to employees, penalties for certain offences, offences by companies, exemption of employer from liability in certain cases, 2

5.4 Unit 6 Trade Unions Act, 1926.

1 (6)

6,1

Definitions, Appointment of Registrars, powers and duties of Registrars, Application for registration of Union under the Act.

6.2

Content of rules of Trade unions, documents to be submitted to Registrar, Registration of Union, Cancellation of registration of Union.

Rights and Liabilities of Unions, general fund and political fund, dissolution and amalgamation of unions, Returns.

6.3

Unit 7

Maharashtra Recognition of Trade Unions & prevention of Unfair Labour Practices Act, 1971 Definitions, Authorities under the Act, Provisions relating to recognition of unions, cancellation of recognition.

(6)

7.1

7.2

Rights and obligations of recognized Unions, Unfair labour practices under Schedule II, III and IV of the Act.

Complaints under the Act, Powers of the Labour and Industrial Courts under the Act, Illegal strikes and lockouts under the Act. 7.3 2

BUILDING LEARNING ORGANISATIONS


Course: PGDM Semester -IV Revised on: April 2011 Course Code:406 H Total Hrs. : 44

Objectives

 To develop a comprehensive framework to understand knowledge as a strategic edge in turbulent environment.  To gain insight into the organizational learning processes, how they can be fostered and enhanced.  To appreciate the learning techniques necessary to facilitate building corporate competency and knowledge-base.

Topics
Emerging Business Realities Creating a learning culture Minimizing resistance to change Why Organizations Need to Learn Organizational Learning: A Capabilities-Based View Learning Tools and Techniques Systems Thinking Benchmarking and Process Mapping Knowledge-based Competition Knowledge-Creation and Acquisition Processes Measuring Learning: The Intellectual Capital Architechting a Learning Organization People Capability Maturity Model

Books to be referred:
1. Knowledge Management by Ganesh Natrajan 2. People Capability Maturity Model by Bill Curtis 3. People Capability Maturity Model by Nandyal

SYLLABUS

Subject : HRM in Practice Course :PGDM Semester -IV Course Code : 407H Revised on : May 2011 _______________________________________________________________________

The objectives: This course examines the effective management of human resources of organizations. Human resource management (HRM) is focused on people at work and over the years a variety of management policies, practices, and decisions have been tried to ensure that employees can achieve the organization's objectives - HRM in Practice will expose students to that body of knowledge. Important HRM activities include analyzing jobs and writing job descriptions, recruiting and hiring employees, providing training, motivating and monitoring job performance, determining pay and benefits, ensuring safety and health, and complying with employment-related laws and regulations. Managing these activities successfully is necessary for an organization to fulfill its purpose. With this in mind, the course is designed to give a practical insight to the students majoring in HRM which will help them to develop critical and logical thinking abilities towards this discipline.

Pedagogy: Seminar, Workshop, Case Study, Article Discussion, Project

S. No. Unit 1

Topic Personnel Management Case/Article

Unit 2

Training & Development Guest Speaker/Seminar

Unit 3

Compensation and Benefits Workshop

Unit 4

HRIS and Audit Case/Article

Unit 5

Industrial Relations Case Study

Unit 6

Labor Law

Case Study Unit 7 Performance Management System Guest Speaker/article Unit 8 Strategic Human Resource Management Article Unit 9 Learning Organization Mini project

FINANCE SPECILISATION
Subject: Management Control System

Course: PGDM Course Code: 301A F


Total Hrs: 40Hrs

Semester III Revised on: April 2011

Objectives: The course seeks to develop skills related to Performance Measurement and Management Control by taking a highly practical approach. Accordingly, it aims to provide students not only with a mastery of techniques and tools but also with the understanding the essentials to their application in resolving concrete situations in the fields of Performance and Control.

2. Core text book for Reading: 1. Management Control system by Robert .N Anthony & Govindrajan 11th & 12th edition.

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.`

Sr No Unit 1

Topic 1.Introduction to management planning & Control system.

Duration 6

a)

Traditional Versus contemporary management practices in organization

b)

Management control environment & effective organizational structure for control.

c) Centralization versus decentralization Divisional Autonomy.

Unit 2

2.Integration of corporate level strategy to unit level:

a)

Goal Congruence for Financial, operational & people control. Internal control system- Balancing the four levers of control, systems, six sources of tensions in control systems, opportunities infrastructure.

b) c)

Role of financial controller :Financial auditor to financial manager to influence Case Study: Xerox Corporation

2 1 1

d)

Unit 3 a)

Responsibility centers concept:

4 2

Revenue & expense centers b) 1

Discretionary expenses versus engineered expenses c) Means to measure & control assets of responsibility center. Unit 4 Profit center & Investment center : 5 1

a) b) c) d)

Business unit as a profit center: Its merit & demerit. Measuring profitability of profit center. Allocation of charges & accounting of profit in profit center. Case Study

1 2 1 1

Unit 5 a) b)

Objective & Principles of transfer pricing within business units. Methods of transfer pricing.. Administration & issues related to transfer price in domestic & international business. Budgeting approach & budget control .Problems & limitation of budgeting

7 1 2

c) Case study: Birch paper Company. d) Unit 6 a) Measuring & Controlling Assets employed. Evaluating economic performance of a business unit. External audit, internal controls, internal audit, role of financial b) controllers, multiple roles . EVA versus ROI approach

1 4 2

Implementation of EVA in BU. Additional consideration for evaluating managers. Unit 7 a) Analyzing Financial performance reports for control Relevant cost consideration & approach for managerial decision making. Activity based costing, calculating variances & variation in practice. 3 3

Unit 8

Performance management of a strategic business unit using Balance Score Card approach. Designing & Measuring Financial & non financial factors influencing the growth & performance of a strategic business unit

a)

Performance based Management compensation. b) . 1

Unit 9 a)

Management planning & control system in service centric organization. Building & Measuring managerial performance through shareholder value creation & customer satisfaction Measuring cost in long term perspective. Risk & reward policy.

2 1

b)

Subject :- Banking and Financial Institution Course: PGDM Finance Semester - III Revised on: April 2011
_

Course Code: 301 B Total Hrs: 20 hrs

___________________________________ ___________________________________ 1. Objective: This course is intended as an introductory course on the wide spectrum of financial institutions and their services. To provide a bird s eye view, a perspective understanding of the Indian banking system and its operations, understanding of the principles, planning and processes of Bank Management including

concepts covering, institutions and instruments, and to give students an appreciation of current developments and events in this area.

2.Core text book for Reading: 1. Indian Financial System- H.R. Machiraju 2. Financial Institutions & Markets- L.M. Bhole 3. Indian Financial System- M. Y. Khan

3. Pedagogy:
Class room lecture & Case study Bank Visit - operations

Sr. No. Unit 1 1.1

Topic Developments of banking system since 1991 Developments since 1991-Recent Trends-Role of Financial Intermediaries in a financial system-Various financial intermediariesIntroduction to banking system Types of bank Instruments Terms like NPAs

Duration (4) 1

1.2 1.3 1.4 1.5

1 1 1

Unit 2 2.1 2.2 2.3

Study of various interest rates Study of various interest ratesShort Term-Emergence of Repose rate as the benchmarks rate in the short term-Floating and fixed rates of interest-LIBOR, MIBOR and MIBID

(3) 1 1

Unit 3 3.1 3.2 3.3 3.4

RBIRole played by RBI as a regulator Salient features of status governed by them Monetary Policy, Fiscal Policy, Union (Government) Budget and its Implications

(4) 1 1 1 1

Unit 4 4.1 4.2 4.3 4.4 4.5 4.6

Commercial Banking Commercial Banking-Management of assets and liabilities Effect of RBI policies on the operations commercial banks Recent reforms in Banking sector Recovery of debts-Calculation of EMIs Emerging trends in banking like e payments, mobile banking, credit banking ,core banking solution, Online Banking, NEFT, RTGS, ATM, Debit and Credit cards., KYC norms, Ancillary services Collection of bills, Cheques, clearing house operations

(5) 1 1 1 1

Unit 5 5.1 5.2 5.3

Non-Banking Financial Companies Functions of NBFCs Types RBI Guidelines for NBFCs

(2) 1 1

Unit 6 6.1

Pricing Pricing of products and services in financial service sector.

(2) 2

Subject: STRATEGIC MANAGEMENT & BUSINESS POLICY Course: PGDM Semester III Course Code: 302 H Revised on: April 2011
Total Hrs: 30 Hrs

The course requires students to integrate knowledge from prior coursework in functional business areas to analyze current business strategies and performance and to develop and plan implementable future strategies and policies. This course pulls together knowledge of the various functions of business (e.g., accounting, finance, marketing, operations management, etc.) in a manner consistent with a general management. This course will make extensive use of the case study method using actual business situations.

10. Objectives :

i.

To provide students with an integrative, general management view of the organization involving the analysis of organizational goals, resources, structure, etc., and the relationship of these attributes to the organization's industry and general environments. To provide students with knowledge of strategic management concepts, tools, and techniques and to apply these to analysis and strategy formulation using actual business cases.

j.

k. To provide students with the experience of working as a member of a team to identify business opportunities, solve business problems, and craft implementable strategic plans. l. To develop critical thinking and analytical skills in the development of business solutions to problems and opportunities under conditions of considerable ambiguity (i.e., the "real world").

11. Core text book for Reading: Kazmi

Strategic Management & Business Policy , 3 rd edition by Azhar

Reference Books:

a. Strategic Management by Fred R David, 10th edition b. Strategic Management by Hill & Jones , 6th edition c. Strategic Management by P Subbarao

d. Strategic management by Lomash & Mishra

12. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture,
In addition to covering the above topics through lectures, the students will be given the following inputs:

Case studies (Close to 10 case studies will be discussed in the class)

The students will have to analyze the annual reports of a company in groups and submit a Business Plan for next 5 years

Sr No Unit 1 1.1

Topic Overview of Strategic Management & Business Policy Elements in strategic management process, model of strategic management process.

Duration 4 1

Strategic intent, vision, mission, goals and objectives. 1.2 1

Case study 2

Unit 2 2.1

Strategy Formulation Environmental Appraisal , internal and external environment , SWOT

4 1

Analysis , Use of models like BCG, Mckinsey, Porter s Model Organizational appraisal, competencies, competitive advantage, marketing capability, financial capability. 2.2 1 Case study 2 Unit 3 3.1 Corporate level Strategies Concentration strategies, integration strategies ,diversification strategies 3.2 Internationalization strategies , Porter s model of competitive advantage of nations 3.3 Cooperative strategies, mergers and acquisitions strategies, 1 1 7 1

Case study Unit 4 4.1 4.2 4.3 Business level strategies Cost leadership business strategy, Differentiation business strategy , Focus business strategy

4 6 1 1 1

Case Study

Unit 5 5.1

Strategic Implementation Structural implantations , types of organizational structures

6 1

5.2

Behavioral implementation ,corporate governance & business ethics ,

social responsibility

5.3

Functional and operational implementation , functional strategies ,financial plans and policies, marketing plans and policies ,operational plans and policies personnel plans and policies

Case study 2 Unit 6 6.1 6.2 Strategic Evaluation and Control Operational control Techniques for strategic control Case study 3 1 1 1

Subject: Security Analysis And Portfolio Management Course : PGDM Semester -III Course Code : 304 F Revised on : April2011

Total Hrs : 40 _______________________________________________________________________ 1.Objective : At the end of the course it is expected that the students will be Proficient and knowledgeable about the various disciplines contribution in understanding capital market in a holistic manner. Familiar with the financial strategies and functioning of the stock market which enhancing the effectiveness of financial programme by creating portfolios.

2.Core text book for Reading:

1 . Investment Analysis and Portfolio management Prasanna Chandra 2.Investments Zvi Bodie, &Mohanty TMH 3.Investment Management VK Bhalla 4.Security Analysis & Portfolio Management, S.Bhat, Excel Books 6th Edition, S.Chand & 2005 Co)

5.Portfolio

Management

Kevin

Prentice

Hall

India.

3.Pedagogy:
Class room lecture & Case study Industry Visit

Sr No Unit 1 y

Topic
Economic reform process

Duration 2

Indian Economy, World Economy & Economic Reform Process Developed Markets and Emerging Markets

Unit 2

Structure of Capital Markets Analysis of Financial Instruments

(Capital Market Instruments ) Index Composition SENSEX & NIFTY / Other Sectoral Indices

4
y Fundamental Analysis

Unit3

Extraction and Interpretation of Financial Data Company & Product Information / Growth Patterns & Business Analysis, Debt to Equity Ratio

Unit4

Equity Valuation

Relative Valuation / P/E Ratio and Different Interpretations y Equity Valuation

P/E Ratio in Depth Analysis

Unit5

Reading of Statistical Data in Capital Market & Interpretations / Index Valuation

Unit 6
y

Sector Analysis & Sector Valuation Part I

Categorization / Relation of financial data with different sectors Sector Analysis & Sector Valuation Part II

Macroeconomics factors involved in the sectors / Method of Forecast

2 Unit7
y Investment / Risk & Return

The Investment environment - Meaning of Risk / Elements of Risk / Systematic Risk / Interest Rate Risk / Market Risk / Purchasing Power Risk / Business Risk / Unsystematic Risk / Financial Risk / Measurement of Risk

Unit 8

Portfolio Theory

Expected Return of Portfolio / Risk & Diversification / Selection of Optimal Portfolio

Unit9
y Equilibrium in Capital Market Security Market Line / Capital Market Line / Efficient Market Frontier / CAPM

Unit 10

Debt Market

Fundamental Features of Debt Instruments / Indian Debt Market Profile / Central Govt. Securities : BONDS / Central Govt. Securities: T-Bills / Call Money Market / Bond Valuations

Unit11

Derivatives

Introduction to Equity Derivatives

Concept & definition / Forward Market / Futures & Options




Unit 12

Introduction to Commodity Markets

Unit13

Macroeconomics Introduction to Macroeconomics Linkages & Interpretations Introduction to Technical Analysis Dow Theory / Support & Resistance / Types of Charts / Indicators / Oscillators

3
Random Walk Theory, Efficient market Hypothesis

Unit14

Subject: CORPORATE RESTRUCTURING


Course: PGDM Semester -III Course Code: 305 F Total Hrs: 40 hours

Revised on: April 2011

_______________________________________________________________________

1. Objective: The course provides an insight to the various concepts of corporate restructuring. The course provides an in-depth understanding of all aspects of law and practical issues relating to corporate restructuring.

2.Core text book for Reading:

1. Mergers, Acquisitions and Corporate Restructuring Chandrashekar, Krishnamurthy&Vishwanath

2. Mergers, Acquisitions and Corporate Restructuring Prasad C. Godbole

3.Pedagogy:
Class room lectures Guest Session Presentations Cases

Sr No Unit 1 1.1 Corporate Restructuring

Topic

Duration (5) 1 4

Definition of Corporate Restructuring Main forms of Corporate Restructuring viz. 1. 2. 3. 4. 5. 6. 7. 8. 9. Merger Consolidation Acquisition Divestiture De-merger Carve -out Joint Venture Reduction of Capital Buy-back of Securities

Unit 2 2.1 2.2

Mergers and Acquisition as a Growth Strategy Ansoff's Product Market Matrix Classes of Growth Opportunities and M&A viz, intesive growth, integrative growth and diversification growth.

(3) 1 1

Unit 3

Motives and synergies of Mergers and Acquisition:

(5)

Friedrich Trautwein's Merger Motive Model Monopoly Theory Effeciency Theory Valuation Theory Raider Theory Empire Building Theory

Unit 4 4.1 4.2 4.3 4.4

Take Over and Defence Tactics Friendly takeover vs. hostile takeover Takeover tactics Successful Takeover Tactics in India Defence Tactics

(4) 1 1 1 1

Unit 5

Intents of Target Companies

(2)

5.1 5.2 Unit 6 6.1 6.2 6.3

Motives of Target Companies Typical Characteristics of Takeover Candidates Legal Aspects of Mergers and Acquisition Important provisions of Companies Act,1956 Important Provisions of SEBI (Buyback of Securities) Regulations, 1998 Important Provisions of SEBI ( Substantial Acquisition of Shares and Takeovers) Regulations, 1997 SEBI (Delisting of Securities) guidelines 2003 Clauses 40A and 40B of the listing Agreement

1 1 (5) 1 1 1

6.4

6.5 Unit 7 7.1 7.2 Accounting and Taxation Aspects Accounting for Amalgamation and Demergers Tax Aspects of Amalgamation and Demergers.

1 (4) 2 2

Unit 8

Funding of Acquisitions

(2)

8.1. 8.2 Unit 9. 9.1 9.2 9.3 9.4 9.5

Methods of Effecting Payment of Consideration Sources of Funds Valuation of Target Companies Concept of Value of a Company Methods of Enterprise and Equity Valuation Introduction of Dividend Discount Model Enterprise DCF Model Issues in Valuation of Target Company

2 2 (7) 1 2 1 2 1

Unit 10. 10.1 10.2 Unit 11

Leveraged Buyout and Going Private Leveraged Buyout and Going Private Management Buyout Case Studies

(2) 1 1 (3)

Subject: Direct Taxation Course: PGDM Semester - III Course Code: 306 F Revised on: April 2011
Total Hrs: 40 _______________________________________________________________________

1. Objective : The course provides an insight to the direct tax laws in India. The course will help the students to understand the intricacies of taxes and its different aspects.

2. Core text book for Reading: 1. Direct Taxation Vinod Singhania 2. Direct Taxation Ahuja

3. Pedagogy:
Class room lecture & Case laws

Sr No

Topic

Duration

Unit 1 Unit 2

Basic Concepts and Tax Rates Residential Status a) Resident b) Resident-Not Ordinary resident c) Non-Resident

1 1

Unit 3

Agricultural Income and exempted Income a) b) c) d) Basics Taxing Agricultural income Agricultural Income and Business Income Exempted Incomes

Unit 4

Income from Salary a) Basics b) Gratuity c) Leave encashment

Unit 5

d) Pension e) Allowances f) Perquisites g) Provident Fund h) Deductions Income from House Property. a) Basics b) Self occupied property c) Deemed to be Let Out Property d) Let out property e) Deductions

Unit 6

Profits and Gains from Business of Profession a) b) c) d) e) f) Basics Permissible expenses and incomes Non- Permissible expenses and incomes Maintenance of books of accounts Tax audit Computation of income on presumptive basis

Unit 7

Capital gains a) b) c) d) e) Basics Long term and short term capital gain Indexation Period of holding Exemption from Capital Gains Income from Other sources Basics Gift Winning of lotteries, crosswords and puzzles Family pension

Unit 8

a) b) c) d)

Unit 9

e) Other sources Clubbing of Income a) Basics b) Remuneration to spouse from a concern in which the assessee has substantial interest c) Income from asset transferred to spouse d) Assets transferred to AOP (Association of persons) or other person for the benefit of spouse e) Income from asset transferred to son s wife f) Transfer to AOP or other person for the benefit of son s wife g) Income of minor child Exceptions

Unit 10 Unit 11 Unit 12 Unit 13 Unit 14

Set off, or Carry Forward and Set off of Losses Deductions under Chapter VIA and Relief Tax deducted and Collected at source Returns of Income and PAN Advance tax and Interest Total

40

SEMESTER 4

Subject: International Business


Course: PGDM Semester IV Course Code: 401 F
Total Hrs: 40 Hrs

Revised on: April, 30, 2011

9. Objectives : a. To understand and appreciate the concept of International Marketing in theory and practice. b. To evaluate the environment of International Marketing and develop a feasible marketing plan (process). c. To understand and apply the STP of International Marketing (segmentation, targeting, positioning). d. To have an elementary knowledge of consumer behaviour and International Marketing research. e. To understand and appreciate the concept of International Marketing strategy formulation and implementation.

Core text book for Reading: (3) International Business -- Third Edition -- K Aswathappa (The McGraw-Hill Publication). (2) International Business, Environments & Operations -- 11th Edition : Daniels, Radebaugh , Sullivan (Pearson Education) (3) Text Books & Required Reading : International Business by Charles W.H. Hill; Regular reading of the Economist Magazine, Economic Times, Financial Express.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No Unit 1 1.1

Topic Introduction and Orientation Basic understanding of International Marketing, definition, key international marketing terms and concepts, marketing orientations, distinction between domestic and international marketing. Concepts of customer value, creating customer value, satisfaction and delight. Nature of International Business. Ripple effects of globalization

Duration 5 1

1.2

management/jobs/wages/child labour/women/developing countries and Marketing Plan. 1.3 Case study: Growth strategy of an automobile company 2 1

Unit 2 2.1 2.2

Multinational Corporations The MNC Life Cycle theory and its unique significance in International Trade and the arguments for & against MNC s. The rise of Indian MNC s. Case study:

4 1 1

2 6 1 1 2

Unit 3 3.1 3.2 3.3

Developing the Marketing Mix Global Trade and its theories. Product characteristics and classifications, product differentiation Product hierarchy, product systems, product mixes, PLC, NPD, Product Life Cycle marketing strategies Case study: Kellogg's-Nutri Grain-Extending the Product Life Cycle

Unit 4 4.1

Foreign Direct Investment Introduction to International Financial Management Balance of Trade and Balance of Payment, Intl. Monetary Fund, Asian Development Bank and World Bank, Financial Markets and Instruments Introduction to Export and Import Finance Methods of payment in Intl. Trade EXIM policy. Case study:

7 1

4.2

2 2

2 Unit 5 5.1 5.2 International Environment Political, economic, legal, cultural and technological environment (The PESTEL framework) Adapting, managing and negotiating across cultures. 2 1 1

Unit 6 6.1 6.2

Designing and managing services Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 7 7.1

International Organizational Structure Distribution strategy, Importance of channels, channel functions and flows, levels of channels, Channel design, channel management, channel conflict, e-commerce

5 1

7.2 World Trade Organization origin, history, various agreements and its implications on India. 7.3 Case Study:

Unit 8 8.1

Integrated International Marketing Communication Strategy Significance of Marketing communications mix/modes, developing effective communications Developing advertising programmes, deciding on media and measuring effectiveness. Future of International Business.

7 2

8.2

8.3

Global Manufacturing Materials Management 8.5 2 2

Unit 9 9.1

Social & Ethical Issues Social Responsibility and Ethical issues in International Business

2 2

Subject: - International Finance Course: PGDM Finance Semester - IV Revised on: April 2011
_

Course Code: 402 Total Hrs: 40 hrs

___________________________________ ___________________________________ 1. Objective: This course is intended y y y To introduce the environment of international finance and its implications on international business. To analyze the nature and functioning of foreign exchange markets, determination of exchange rates and interest rates and their forecasting. To define and measure foreign exchange risks and to identify risk management Strategies. To explore the sources of long term finance and design financial strategies and to integrate the global developments with the changing business environment in India.

2.Core text book for Reading:

1. International Finance- A.V. Rajwade 2. International Finance- P.G. Apte 3. International Finance V. K. Sharan 4. International Finance- Shapior

3. Pedagogy:

Class room lecture & Case study

Sr. No. Unit 1 1.1

Topic Overview of International business and Finance Nature, scope and significance of International finance. Use of IT in international finance.

Duration (6) 1 2 1 2

1.2 1.3 Unit 2 2.1 2.2

Balance of Trade, Balance of Payment, Current account transactions, Capital account transactions, Reserves, Convertibility Forex Markets Definition of foreign currency and foreign transactions- trade and nontrade. Forex Markets- Exposure Management Currency Forwards - Currency Options -Currency Futures- Currency Swaps

(15) 1 2 1 2 2 2 1 2 1 1

2.3 2.4 2.5 2.6 2.7 2.8 2.9

Parity conditions in International Finance Purchasing Power Parity - Covered Interest Parity -Real Interest Parity Parity Conditions and Managerial Implications Role of participants of Forex market. Exchange Rate determination- Mathematical models. Impact of Euro currency, Chinese Yuan, Japanese Yen and US Dollar. Emerging importance of Indian rupee.

Unit 3 3.1 3.2

Regulatory Framework of international finance Indian perspective-FEMA, Role of RBI, rupee convertibility, EOU/STPI,. International perspective-federal bank, European Central Bank, ICC guidelines

(5) 1 2

3.3 Unit 4 4.1 4.2 4.3 4.4 4.5 4.6 Unit 5 5.1 5.2 Unit 6 Sources of international finance Trade settlement methods. Export Finance. Buyers credit and supplier s credit. International receivables and cash management. ECB, FCCB, ADR, GDR, FDI. Syndication Forex Risk Management Risk definition and measurement. Hedging tools and techniques- internal and external. International Accounting Standards on foreign transactions

2 (9) 1 2 1 2 1 2 (3) 2 1 (3)

Subject :

Wealth Management PGDM Semester IV Course Code : 403A:


Total Hrs : 20 1.Objective :

Certificate Course :
Revised on:April 2011

To have an overview about the evolution of Retail Banking , the various liability and asset retail products, NRI services, Demat services, types and features of mutual funds and need for insurance and various types of insurance products.

2.Core text book for Reading: 1.AMFI Handbook on Mutual Funds 2. Insurance & Risk Management by Rejda 3. Text books of Insurance Institute of India

3.Pedagogy:
Class room lecture & Case study Industry Visit

Sr No Unit 1 1.1

Topic Bank Deposits & Fixed Income Securities Role of banks as financial intermediaries. Demand Deposits-Current Accounts & Saving Bank Accounts.

Duration (3) 1

1.2 1.3 Unit 2 2.1

Term Deposits-FD,RD,2-in-1 Accounts Fixed Income Securities- Bonds, Post Office Deposits Demat Services Depositories, Depository Participants(DPs),Procedure for opening demat accounts, transfer, transmission and pledging of shares

1 1 (1.5) 1.5

Unit 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Unit 4

Mutual Fund Products Introduction to MFs,Brief history of MF industry in India Structure of MFs Types of MFs, incl. ULIPS Options in MFs Systematic Investment Planning New Fund Offers Taxation Insurance

(7) 1 1 1 1 1 1 1 (4.5)

4.1 4.2 4.3 4.4

Principles of Insurance, History of Indian Insurance Industry Types of Insurance, Types of Life Insurance Products General Insurance, Premium and Bonus Insurance Documents & Claims

1 1 1.5 1 1

Unit 5

Retail loan products

(2)

5.1 5.2

Features of Retail Loans, Retail Lending Cycle Types of Retail Loans- Home loans, Auto Loans, Personal Loans

1 1

Unit 6 6.1 6.2

NRI Services Introduction to Non Resident Indians Accounts Maintained by NRIs

(2) 1 1

Subject : Risk Management Course : PGDM Semester -IV Course Code : 403 B Revised on : Dec 2010

Total Hrs : 40 _______________________________________________________________________ 1.Objective : At the end of the course it is expected that the students will be proficient and knowledgeable about the various disciplines contribution in understanding risk management in a holistic manner. Familiar with

the techniques and functioning of the risk management which enhancing the effectiveness of money market and banking institutions.

2.Core

text

book

for

Reading:1.Foreign Exchange C.Jeevanandam

&

Risk

Management

2.Risk Management Insurance & Derivatives G.Kotreshwar

3.Pedagogy:
Class room lecture & Case study

Sr No Unit 1

Topic Introduction to Risk Management

Duration (24)

1.1

Identifying types of risks

1.2 1.3

Management of Translation

2 3

Transaction and economic Exposure

1.4
Quantifying Risk and Hedging techniques

1.5
Internal and External Techniques viz. Netting, Matching, Leading and Lagging

1.6
Short term borrowing

1.7
Pricing in Foreign Currency

1.8
Assets Liability Management.

Case study of AMC

Unit 2

Instruments of External techniques of Risk Management

(9)

2.1

Forwards & Futures

2.2

Swaps

2.3

Forwards Rate Agreement 

2.4

Selecting Currency of Invoice

Unit 3

Misc.

(7)

3.1

ECB,FPI,NRI

3.2

EXIM Bank / IMF / World Bank

Subject: Corporate Taxation Course: PGDM Semester - IV 2011-13 Batch Revised on: April 2011 Course Code:404
Total Hrs: 40 _______________________________________________________________________ 2. Objective :

To ensure that candidates can understand the different aspects of Indirect taxation and its applications at Corporate level

2. Core text book for Reading:


Indirect Taxes- Law & Practices- V.S. Datey
Indirect Taxes- Ravi Kishore

3. Pedagogy:
Class room lecture & Case laws

Sr No Unit 1

Topic

Duration 12

Central Excise
a. Nature and Contemporary Legislation for the same. b. Liability for the central excise. c. Definitions. i. Goods, ii. Manufacture, iii. Excisable goods. d. Job workers. e. Classification of Goods.

Unit 2

b. f. Determination of Tariff Headings g. Valuation of Goods h. Transaction Value i. Administrative Structure of Excise Departments J. Various Procedures:Legislation, Self Removable under Invoice, Manner and Payment of Duty and letter of Undertaking, Show Cause Notice, Adjudication, Interest, Penalty, Confiscation, Seizure, Duty Payment under protest, Refunds, Appeals, Excise Audit, Concessions for SSI Units. Service Tax a. Extent. b. Commencement and Application. c. Definitions d. Charge of Service Tax e. Valuation of Taxable Services for Service Tax f. Valuation of Taxable Services for Changing Tax. g. Payment of Service Tax. h. Registration i. Furnishing of Returns

12

Unit 3

Value Added Tax (VAT) a. Definition i. Agriculture ii. Business iii. Capital asset iv. Dealer v. Non-resident dealer vi. Goods vii. Place of business viii. Purchase price ix. Sale price x. Resale xi. Turnover of purchase and turnover of sales. b. Incidence of Tax i. Tax liability ii. Rate of tax on goods specified in schedule. c. Registration Registration procedure Fresh registration

12

Information to be furnished regarding change of business Declaration of name of manager and PAN d. Returns Returns and self assessments Audit of registered dealer. e. Payment of Tax Deduction of tax at source Payment of tax Adjustment of any payment Special provisions regarding liability to pay tax in certain cases Liability of firms and partners f. Tax audit under VAT Imposition and rate of VAT Acquisition of goods from member states Importation of goods from outside member states Goods subject to a warehousing regime g. Determination of value h. Payment of VAT taxable persons i. Relief, Exemptions and Repayments j. Administration, Collection, Enforcement (provisions) k. Assessment of VAT and other payments due l. Change in rates of VAT and disclosure of information m. Appeals etc.

Unit 4

Introduction to Custom Duty

4 40

Total

Subject: DERIVATIVES (NCFM Module) Course: PGDM Semester III Course Code: 405 AF* Revised on: June 2011
Total Hrs: 20 Hrs

Objective: To understand the differences in Forward, Futures & Options and to understand the types of traders as well as Long and Short position.

1. Core text book for Reading: 1. NCFM Study Material 2. Options, Futures & Other Derivatives John C Hull

3. Pedagogy: Class Room Lectures & Test.

Sr No Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 Unit 6 Unit 7

Topic Introduction to Derivatives Market Index Introduction to Futures & Options Applications of Futures & Options Trading Clearing and Settlement Regulatory Framework

Duration 2 3 3 3 3 3 3

Subject: COMMODITIES MARKET Course Code : 405B Course : PGDM Semester -IV

Revised on : 2011-13

Total Hrs : 20

_______________________________________________________________________ 1.Objective : At the end of the course it is expected that the students will be Proficient and knowledgeable about the various disciplines contribution in understanding Derivatives Commodities market in a holistic manner. Familiar with the financial strategies and functioning of the stock market which enhancing the effectiveness of financial programme by creating portfolios.

2.Core text book for Reading:

1 . Investment Analysis and Portfolio management Prasanna Chandra 2.Investments Zvi Bodie, &Mohanty TMH 3.Investment Management VK Bhalla 4.Security Analysis & Portfolio Management, S.Bhat, Excel Books 5.Portfolio Management Kevin 6th Edition, S.Chand & 2005 Co)

Prentice

Hall

India.

3.Pedagogy:
Class room lecture & Case study Industry Visit

Sr No Unit 1

Topic
About Forward Market Commission

Duration 1

Introduction & Overview / Organization, Functions & Duties / Economic benefits of Futures Trading Commodity Exchanges in India

Unit 2

MCX Multi Commodity Exchange Ltd. NCDEX National Commodity & Derivatives Exchange Ltd. Overview & Features Average trading volume

1
Worlds Major Commodity Exchanges & their major products

Unit3 Unit4
Fundamental Analysis of Commodity Markets Types of commodities & Explanations Energy Futures / Bullion Futures / Metal Futures / Agro Commodities Futures

Unit5

Commodity Futures --- Trading & Settlements Warehousing

Unit 6

Commodity Options Use of Commodity Futures & Options for Hedging Strategies.

Unit7 Unit 8

Regulatory Framework Forward Market Commission & Regional Commodity Exchanges Corporatization & Demutualization of Regional Commodity Exchanges

1 4

Unit9
Detailed Product Profile for Commodities

Unit 10 Unit11

Energy Futures / Macro-economic impacts on the price fluctuations of commodities

1 1

Subject : Financial Applications in Marketing Course Code : 406 A Course : PGDM Semester -IV
Total Hrs : 20

Revised on : Dec 2010

_______________________________________________________________________ 1.Objective : The objective is to give exposure to the students to field work & link the theoretical knowledge to the practical environment.

2.Pedagogy:
Market research related Projects(any 1)

Sr No 1.

Topic Analyze the business of generic drugs of different companies

Duration 3 weeks

2. 3. 4.

Design Business Model & Revenue Model of stationery shop Analyze the Investment pattern of a common man Problems involved in savings & investments of n individual

3weeks 3 weeks 3 weeks

Subject: CAPITAL MARKET (NCFM Module) Course: PGDM Semester IV Course Code: 406 B* Revised on: June 2011
Total Hrs: 20 Hrs
Objective: To understand the basic/fundamental concepts and working of securities market.

1. Core text book for Reading: 1. NCFM Study Material

2. Pedagogy: Class Room Lectures & Test.


Sr No Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 Unit 6 Topic AN OVERVIEW OF THE INDIAN SECURITIES MARKET TRADING MEMBERSHIP TRADING CLEARING, SETTLEMENT AND RISK MANAGEMENT LEGAL FRAMEWORK FUNDAMENTAL VALUATION CONCEPTS Duration 2 3 4 4 3 4

Subject: - FINANCIAL MODELING USING EXCEL Course: PGDM Finance Semester - IV Revised on: April 2011
_

Course Code: 407 Total Hrs: 40 hrs

___________________________________ ___________________________________ 1. Objective: This course is intended to teach Modeling techniques for accurate financial forecasting are used in many areas of finance, such as derivatives, valuation, project evaluation, deal structuring, portfolio management and the like. In the course, the participants will learn the model building skills required to build powerful models in finance with the help of excel. There are many features of model building that are common irrespective of the final model that one intends to build. In the course we will also emphasize on the different model building skills that one should have irrespective of the final use that one is going to make of it. By the end of the course the participants should be better able to: y y y y y Understand the basic and advanced features of excel Understand how to build models in excel to suit one s purpose Building models in different areas of finance including investments, corporate finance and derivatives Identifying and controlling the key sensitivities with advanced spreadsheet simulation Understand how risk can be built into the model to enhance decision making process

2.Core text book for Reading:


3. Pedagogy:

1. MS office 2007 by walkenbach, Tyson

Class room lecture & Excel

Sr. No. Unit 1 1.1

Topic Understanding the Basic Features of Excel Introduction to Modeling

Duration (5) 3

1.2 Unit 2 2.1 2.2 2.3 2.4 2.5 Unit 3 3.1 3.2

Introduction to Excel Understanding Advanced Features of Excel Database Functions in Excel Creating Charts Using Forms and Control Toolbox Understanding Finance Functions present in Excel Creating Dynamic Models Sensitivity Analysis using Excel Scenario Manager Other Sensitivity Analysis Features and Goal Seek

2 (10) 2 2 2 2 2 (4) 2 2

Unit 4 4.1 4.2 4.3 4.4 4.5 4.6 Unit 5 5.1 5.2 5.3 Unit 6 6.1

Excel in Finance Forecasting Financial Statements using Excel Analyzing Financial Statements by using Spreadsheet Model Excel Financial analysis for corporate Finance Determining Project Viability Risk Analysis in Project Appraisal Simulation in Project Appraisal Excel in Valuation Determination of Value Drivers DCF Valuation Risk Analysis in Valuation Excel in Portfolio Theory Determining Efficient Portfolio

(10) 2 2 2 2 1 1 (4) 2 1 1 (4) 1

6.2 6.3 6.4 Unit 7 7.1 7.2 7.3

Creating Dynamic Portfolios Portfolio Insurance Fixed Income Portfolio Management using Excel Excel in Derivatives Black and Scholes Model in Excel Greeks in Excel Real Options Valuation

1 1 1 (3) 1 1 1

POST GRADUATE DIPLOMA IN MARKETING MANAGEMENT BATCH 2011- 13


Semester I Organizational Behavior and Principles of Management Accounting for managers HRM for Marketing Managers Statistics and Quantitative Techniques Managerial Economics Production and Operations Management Basics of Marketing Legal Aspects of Business Economic Environment of Business IT skills for Managers Communication Skills for Managers

2011-PGDMM-101 2011-PGDMM-102 A* 2011-PGDMM-102 B* 2011-PGDMM-103 2011-PGDMM-104 2011-PGDMM-105 2011-PGDMM-106 2011-PGDMM-107 A* 2011-PGDMM-107 B * 2011-PGDMM-108 A* 2011-PGDMM-108 B *

2011-PGDMM-109

Term Project on cross-functional integration Semester II Financial Management for Marketing Managers e Marketing Marketing Research Marketing Management Marketing in Practice Entrepreneurship and Project management Innovation and Sustainability Services Management Management Information System Sectoral Analysis in Indian Economy Selling and Negotiation Skills Business Environment and Analysis Semester III Management Control System Marketing Decision Models Business policy and strategic Management SIP Project Sales Management Supply Chain Management Integrated Marketing Communication Retail Management Semester IV International Business Consumer Behavior Rural Marketing B2B Marketing Product and Brand management Customer Relationship Management International marketing
* Half Credit Subject

2011-PGDMM-201 A* 2011-PGDMM-201 B* 2011-PGDMM-202 2011-PGDMM-203 2011-PGDMM-204 2011-PGDMM-205 2011-PGDMM-206 2011-PGDMM-207 2011-PGDMM-208 A* 2011-PGDMM-208 B* 2011-PGDMM-209 A* 2011-PGDMM-209 B*

2011-PGDMM-301 A * 2011-PGDMM-301 B * 2011-PGDMM-302 2011-PGDMM-303 2011-PGDMM-304 M 2011-PGDMM-305 M 2011-PGDMM-306 M 2011-PGDMM-307 M

2011-PGDMM-401 2011-PGDMM-402 2011-PGDMM-403 2011-PGDMM-404 2011-PGDMM-405 2011-PGDMM-406 2011-PGDMM-407

SEMESTER 1

Subject : Organizational Behavior (OB) Course : PGDM Semester -I Course Code : 101A Revised on : April 2011
Total Hrs : 30 _______________________________________________________________________ The goals/objectives of this course are:

To work with, in, or for organizations, and, very likely at some point, to create own business enterprise and/or a service organization to help the community. To help students understand how people and organizations function, based on the latest social science research on work, workers, and organizations. To help students learn how to effectively manage relationships with coworkers, managers, subordinates clients and customers to begin acquainting students with the ever-growing body of evidence that will be available to them throughout their career regarding effective organizations and management practice. To make students literate, well-informed professional, able to make decisions that reflect best available evidence regarding effective practice.

y Core text book for Reading:   Stephen P. Robbins, Seema Sanghi, Essentials of Organizational Behavior, 8th edition. (Pearson/Prentice Hall 2005) Organizational Behavior by Fred Luthans

Reference book for Reading           Newstrom John W. - Organizational Behaviour: Human Behavour at Work (Tata Mc Graw Hill, 12th Edition) Luthans Fred - Organizational Behaviour (Tata Mc Graw Hill) Mc Shane L. Steven, Glinow Mary Ann Von & Sharma Radha R. - Organizational Behaviour (Tata Mc Graw Hill, 3rd Edition) Ashwathapa: Organizational Behavior Keith and Davis, Organizational Behavior Stevan Mcshane, Organizational Behavior R.S. Dwivedi, Human Relations and Organizational Behavior : Global Perspective Anjali Ghanekar, Organizational Behavior

3.Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers and assignments
Environments, organizations and behavior

Power relations in organizations Performance evaluation and organizational effectiveness Planned change and organizational development Sr. No Topic **Weightage (on scale of 5) Unit 1 Intro and Scope Intro & Scope Characteristics Models of Organizational Behavior Contemporary OB Unit 2 Perception & Attribution Concept and Nature Process, Importance Perception Models Unit 3 Attitude Concept Process and Importance Attitude Measurement Unit 4 Personality Concept and Nature Types and Theories of Personality Shaping Personality Job Satisfaction Unit 5 Learning Organizations Concept and Theories of Learning 3 2 sessions 3 2 sessions 3 2 sessions 4 3 sessions 3 2 sessions Duration

Learning Process Knowledge worker Unit 6 Innovation and Creativity in Organization Concept and need significance Unit 7 Leadership Concept Functions Style and Theories of Leadership Unit 8 Motivation Concept and importance Theories of Motivation Process of Motivation Techniques of Motivation Unit 9 Group Dynamics and Team Building Nature and type of Groups Group Development Group Functions Team: Nature Effective Teamwork Unit 10 Conflict Management Concept Sources Types Classification of Conflict: Intra, Individual, 3 3 sessions 4 3 sessions 4 3 sessions 4 3 sessions 3 2 sessions

Interpersonal, Intergroup and Organizational Resolution of Conflict Meaning and Types of Grievance Process of Grievance Handling Unit 11 Organizational culture and Multi-culturism Understanding culture Types of culture Managing Cultural Diversity Unit 12 Organizational Change Management Concept and Nature Forces responsible for Change Resistance to change Managing Resistance to Change 3 2 Sessions 3 3 sessions

Syllabus Template

Subject: PRINCIPLE AND PRACTICES OF MANAGEMENT Course: PGDM Sem - I Course Code: 101B Revised On: Apr 2011 Total Hrs:30

Objectives:

The purpose of this foundation course is to acclimatize students coming from various streams about the basic nuances of management both as a science and as an art. The position taken is that whereas management is a science of decision making it is the art of decision executing. There is a technical element as well as a human element in management. This course sets out the general theme on which students will understand both of these elements at length during the next three semesters.

Core Text Books:

2. Stoner, Freeman, Gilbert. Jr. Management (Prenlice Hall of India, 6th Edition)

Reference Books:

8. 9. 10. 11. 12. 13. 14.

Principles & Practices of Management :- L. M. Prasad Essential of Management: Koontz & Wehrich Management Concepts & Cases - Andrew Durbin Principles of Management - Richard Daft Personnel Management - C. B. Mamoria Management: Principles & Application Ricky Griffin Principles of Management - Ramachandra Aryasri

Pedagogy: Class room lectures, articles, activities, games, movie screening, Guest speakers and assignments

Sr. No Unit 1

Topic Basic concepts of management: Definition Need and Scope, Different schools of management thought Behavioural, Scientific, Systems, and Contingency Role of Manager in changing scenario

Duration

Unit 2

Contribution of Management Thinkers: Taylor, Fayol, Elton Mayo, Max Weber, Other Indian Contributers

Unit 3

Planning: Concept, Nature, Importance, Steps, Limitations, Management by objectives

Unit 4

Organizing: concept, nature, importance, principles, centralization, decentralization, Organization structure-line and staff authority, functional, product, matrix, geographical, customer. New forms of organization-virtual. Organization s network-types of network organizations/cluster-self-organization systems. Organizing design for change and innovation-designing principles for new forms of organizations.

Unit 5

Coordination: Division of labour, Interdependence of units , Pooled Interdependence, Sequential interdependence, Reciprocal interdependence

Unit 6

Staffing: Concept, Nature, Importance, Steps. knowledge worker. Overview of HR function: Recruitment and Selection, Performance Management System

Unit 7

Directing: Concept, nature importance.

Unit 8

Decision making: Types of decisions. Problems in decision-making.Concept, nature, importance & process. Creative Problem Solving

Course:

Subject : Accounting for Managers PGDM Semester -I Course Code:

102 A

Revised on: April 2011

Total Hrs: 40 hours

_______________________________________________________________________

1. Objective:

The course provides an insight to the various concepts of Financial and Cost Accounting used in decision making in managerial areas. The subject also introduces the students with the recent developments in the field of Accounting and Costing.

2.Core text book for Reading:

1. Financial Accounting 2. Accounting for Management 3. Accountancy 4. Advanced Accountancy 5. Accountancy for CA-PE-I 6. Cost Accounting 7. Cost Accounting 8. Principles and Practice of Cost Accounting

P.C. Tulsian Dr. Jawaharlal S Kr Paul R.L Gupta Radhaswamy P.C. Tulsian Dr. SN Maheshwari Saxena Vashist Ashish Bhattacharya

3.Pedagogy:
Class room lectures -Theory and Numerical Practical Application Workshop

Sr No Unit 1 1.1

Topic Introduction to Accounting and Accounting Concepts Introduction to Basic Terminology viz, Business, Profit, Reserve, Dividend, Sources of funds, liabilities, Assets, Income, Expenditure, Freight or carriage, Discount and other important terms

Duration (4) 1.5

Meaning and significance of Accounting, Users of Accounting information. 1.2 1 1.5 Unit 2 2.1 2.2 2.3 Significant Accounting Policies, Concepts and Accounting Standards Accounting Principles and Concepts Accounting Standards Accounting Policies, GAAP, IFRS (3) 1 1 1

Unit 3 3.1 3.2 3.3 Unit 4 4.1 4.2 Unit 5 5.1 5.2 5.3. Unit 6 6.1 6.2 Unit 7 7.1 7.2

Accounting Mechanics, Process and System Accounting Equation Journal, Subsidiary books, Cash Book, Ledger, Trial Balance Introduction to Company Final Accounts and Vertical Balance Sheet Workshop on how to read a Balance Sheet Analysis of Balance Sheet of manufacturing company Analysis of Balance Sheet of I.T. Company Introduction to Cost Accounting Basic Concepts, Meaning and Significance of Costing Relationship with financial Accounting Elements of Cost Material, Labor and Overhead Accounting of Cost Accounting of cost components Preparation of Cost Sheet Inventory Management Meaning of inventory Accounting of Stock-FIFO, LIFO,WACO, Reorder-Level

(12) 2 5 5 (1) 0.5 0.5 (2) 1 0.5 0.5 (4) 1 3 (3) 1 1

7.3 Unit 8 8.1. 8.2 Unit 9. 9.1 9.2 9.3 9.4 Unit 10

New Developments in inventory Management-JIT, ABC Analysis Marginal Costing and Decision Making Marginal Costing- Features and importance, Break Even Analysis Applications of marginal costing in decision making Standard Costing and Budgetary Control Process of Standard Costing and Variance Analysis Problems on Material and Labor Meaning of Budget, Budgeting and Budgetary Control Problems on Cash Budget and Flexible Budget Introduction to costing in service sector

1 (4) 2 2 (7) 1 2 1 3 (1)

Subject: HRM for Marketing Course: PGDM Semester -II Course Code: 102 B Revised On: April 2011

Total Hrs: 32 _______________________________________________________________________ 1. Objective: This course addresses the human resource discipline as a key strategic function in successful organizations. The course recognizes the dynamic relationship between strategy, people, technology, and the processes that drive organizations. Key topic areas include: Staffing, Human Resource Planning, Compensation, Performance Management & Training & Development. The course uses readings, lectures, class discussions, and application activities. The application activities will help students apply the concepts to their workplaces. Course Objectives: 1. To learn the concepts and application of HRM. 2. To learn the tools and techniques of HRM. 3. To illustrate, using application based activities, how these concepts and techniques can be applied in everyday managerial decision-making.

2. Core text book for Reading:

2. Human Resources Management- Aswathappa (6th Edition) Reference Books:

8. Personnel Management C.B Mamoria & S V Gankar 9. Human Resources Management Mirza S Saiyadain 10. Human Resources Management Garry Dessler (10th Edition) 11. Human Resources Management L.M.Prasad 12. Desouzo & Robbins. 13. Michael Armstrong. 14. Pravin Durai

3. Pedagogy:

7. Class Room Lectures, Case Study, Role Play, Assignment

S. No Unit 1

Topic The Introduction Of Human Resource Management

Duration 3 hrs

1.1

Features of the competitive business environment, Business trends and HR Competencies, responses of firms to the new competitive realities.

1.2

Responsibilities of the human resource manager, competencies of the HR manager, role of line manager.

Unit 2 2.1

Job Analysis Meaning, Importance, benefits and need for Job analysis, relationships of job requirement with HRM functions. Procedure of JD, Methods of collecting job analysis Information. Job descriptions. Job Specifications. Job analysis in a changing environment.

3 hrs

2.2 2.3 2.4 2.5 Unit 3

Human Resource Planning

3 hrs

3.1

Definition and Importance of HRP, Traditional and contemporary approaches to workforce planning, talent inventory, Workforce forecast (external and internal workforce supply), forecasting workforce demand Employee Recruitment And Selection Recruitment policies, sources of recruitment internal and external recruitment sources, merits and demerits of internal and external recruitment sources, diversity-oriented recruitment. 4 hrs

3.2

Unit 4 4.1

4.2

Selection Process, Organizational consideration in selection decision, sources of information about job candidates, various employment tests.

Basic Features of Interviews, Types of Interviews, 4.3 Administering the Interview.

Designing and Conducting the Effective Interview. 4.4 How to Conduct and attend an Interview effectively H.R Interview The Structured Situational Interview, 4.5

Unit 5

Training And Development

3 hrs

5.1

Orientation And Induction What do understand by induction? Induction process. Definition of training, TNA, training process, designing the training program, implementing the training program, evaluating the training program, different training methods.

5.2

5.3

Training Evaluation

Unit 6 6.1

Employee Career Management What is career planning? Career planning process, How important is career Planning, Whose responsible for planning ones career?

2 hrs

6.2

Individual career planning Process, Organizational career Planning process.

Succession Planning and its process 6.3

Unit 7 7.1

Employee Compensation & Benefits Need, Objective, Scope, Policy related with Compensation, Job Evaluation, The compensation structure and Compensation survey.

2 hrs

Unit 8 8.1

Benefits and services Employee benefits required by law, Employers methods for containing healthcare costs, employee services for creating work/life setting, benefits administration. Performance Appraisal Concept and purpose of performance appraisal, developing an effective appraisal program, methods of appraising employee performance. Retirement And Separation Exit Interview. VRS: Golden Handshake, Various types of Retirement. 3 hrs Assignment Assignment

Unit 9 9.1

4 hrs

Unit 10 10.1

Subject: - Statistical and Quantitative Techniques Course: PGDM Revised on: April 2011
_

Semester I

Course Code: 103 Total Hrs: 40 hrs

___________________________________ ___________________________________ 1. Objective: This course is intended for understanding of and application of statistics to help and reduce level of uncertainty in the process of decision making. The purpose of this foundation course is to acclimatize students with statistical thinking to enhance understanding of how life works, allows control over some societal issues, and help individuals make informed decisions when they graduate from ISBS. All students are expected to diligently apply necessary theory and methods of carrying out various techniques and analysis and develop the habit of using the library. To give students an appreciation of current developments statistics will be taught on MS Excel.

2.Core and text books for Reading:

1. Srivastava T. N. and Rego Shailaja, Statistics for Management, Tata McGraw-Hill Publishing Co. Ltd. 2. Vohra N. D., Quantitative Techniques in Management, Tata McGraw-Hill Publishing Co. Ltd 3. Tulsian P. C., Pandey Vishal, Quantitative Techniques: Theory & Problems, Pearson Education India 4. Statistical Methods - S.P.Gupta 5. Statistics for Management - Levin and Rubin 6. Bajpai Naval, Business Statistics - Pearson Education 7. Sharma, J K - Quantitative Techniques 8. Anderson, Sweeney, Williams Statistics of business and economics 9. Beri, G C Business statistics

3. Pedagogy:
Class room lecture & Problems Tutorial for practice of problems 20 hours of classroom input given to the students on MS Excel.

Sr. No. Unit 1 1.1 1.2 1.3 Unit 2 2.1 2.2 Unit 3 3.1 3.2 Unit 4 Measures of Central Tendency Linear Programming Assignment Problems all methods

Topic

Duration (10) 3 4 3 (5) 3 2 (5) 3 2 (4)

Transportation Problems all methods Linear Programming Problems Formulation. Graphical solution Data Tables and Graphs Arranging data to convey meaning - Tables, Graphs and Frequency Distribution using MS Excel

Measures of Central Tendency Arithmetic Mean, Median, Mode. Weighted Mean, Geo Mean, Forecasting Techniques - Moving Average using MS Excel Measures of Dispersion

4.1 4.2 Unit 5 5.1 5.2 Unit 6 6.1 6.2 Unit 7 7.1 Unit 8 8.1 Unit 9 9.1

Measures of Dispersion Range, Quartile, Mean Deviation, Standard Deviation, Coefficient of Variation using MS Excel Correlation and Regression Correlation Karl Pearson coefficient & Rank correlation, Multiple Correlation. Simple and Multiple Regression (Linear) Equation and prediction using MS Excel Probability Probability Concept, Bayes theorem. Probability Distributions - Binomial, Poisson and Normal using MS Excel Queuing Theory Single Server (M/M/I, Infinite, FIFO) Games Theory
2x2 zero sum game - Pure Strategy and Mixed Strategy

2 2 (6) 3 3 (4) 2 2 (2) 2 (2) 2 (2) 2

Decision Theory Decision making under risk (EMV criteria) and Decision making under uncertainty

Subject: Managerial Economics for Decision Making Course: PGDM Semester I Course Code: _104 Revised on: April 2011
Total Hrs: 40 Hrs

1. Objectives : a. To understand and appreciate the concepts of managerial economics in theory and practice b. To evaluate and apply the environment of business, economics & apply the concepts of economics c. To understand the working and apply the various laws/phenomenon in economics d. To have an elementary knowledge of consumer behaviour and marketing concepts & their interface with economics which help in decision making

e. To understand and apply the concept of economics in marketing strategy formulation & implementation such as pricing, costs, production, demand analysis & forecasting

2. Core text book : Managerial Economics Mithani/ Seth/ Ahuja/ Maheshwari/Samuelson & Nordhaus/ Mankiw / Dornbusch & Fischer

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture & Test.

Sr. No Unit 1 1.1

Topic Nature & Scope of Managerial Economics(M.E.)

Duration 02

Managerial Economics (M.E.) & economic theory, nature of managerial 1 decision, branches of economics micro, macro etc, static & dynamic economics, firm & the role of profits, nature of profits, role & functions of profits

Marginal & Incremental Analysis, Average Marginal relationship, fundamental theory of resource allocation 1.2 1

Unit 2 2.1

Demand Analysis & Theory of Consumer Choice Demand Function, Market Demand, Firm Demand, Derived Demand, Demand Function & Demand Curve Relationship, Cardinal & Ordinal Utility theory, Indifference Curve Analysis.

06

2.2

Elasticity of Demand &Supply, Types, Factors affecting elasticity of Demand, Applications, Demand Estimation & Forecasting, Mathematical Derivation

Unit 3

Theory of Production & Cost Analysis

08

3.1

Production Function, Law of Variable returns, Applications, Production function with one & two variable inputs

02

Concepts of costs, nature of costs, & cost analysis, LRAC, SRAC, Economies & Diseconomies 3.2 Breakeven Analysis Graphic Method, Algebraic Method, Price discrimination, Cost plus pricing, Pricing of multiple products Numerical Problems on BEP & pricing 3.3

02

02

Unit 4

Pricing & Output Determination Part A & B

08

4.1

Perfect & Imperfect Competition- Average Marginal relationship, Long Run & Short run equilibrium- Mathematical & Graphical Analysis. Pricing & Output determination - Perfect Competition Monopoly, Monopolistic Competition, Types, Nature, Oligopoly, Kinky Oligopoly.

02

02 Comparison Perfect Competition/Monopoly/Monopolistic, Government policies towards monopoly & competition, Non Price

4.2

Competition, Selling Costs, Production Costs, Advertising expenditure 02 Numerical problems Perfect Competition & Monopoly

4.4

Unit 5

Capital Budgeting & Decision Making

04

5.1

Meaning & importance, Steps in capital budgeting (long term investment analysis) NPV & IRR Method Comparison (NPV & IRR) Cost of Capital, CAPM, Capital budgeting -Decision making under risk Numerical Problems

02

02

5.2

Unit 6

Theories of Profits

02

01 Unit 7 Managerial Theories of Firm

Unit 8

Macro Economics for Management

06

8.1

Key Concepts, Terms & Definitions- GDP,GNP, NNP, Keynesian

01

8.2

Determination of National Income Keynes Two Sector Three & Four Sector Model, the concept of multiplier & its types

02

8.3

Consumption & Investment function- Keynes theory of consumption, Average & Marginal propensity to consume, Autonomous & Induced investment

02

Inflation-Nature, Causes & its Types. 02 8.4

Subject: PRODUCTION AND OPERATION MANAGEMENT Course: PGDM Semester I Course Code: 105 Revised on: Apr. 2011
Total Hrs: 36 Hrs

Objectives:

To get acquainted with the basic aspects of Production Management. The course attempts to discuss various important planning, organizing and controlling aspects of Operations Management. Through text and case studies, this course prepares for a study of different operational issues in manufacturing and services organizations.

Core Text Book: 2. Production & Operations Management Panneerselvam Reference Books: 2. 5. 6. 7. 8. Manufacturing & Technology Management - L. C. Jhamb Production & Operations Management Chary Production & Operations Management Nair Production & Operations Management K. Ashwathappa and Shridhara Bha

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
Sr. No Topic Duration (Hrs) Unit 1 1.1 Strategic aspects of Production and Operation Management Global Competitiveness & Globalization Concepts of World Class Manufacturing & its benefits 5 1

1.2

Concept of Toyota production system, Lean manufacturing, JIT and KANBAN

1.3

History and development of Manufacturing Management: Contribution of various pioneers beginning from Division of Labor to Quality Revolution and Environmental significance- Henry Ford, Deming, Crossby, Taguchi

Unit 2

Plant Location & Layout Decisions

2.1 2.2 2.3

Importance - Factors affecting location - Factory Building Installation of facilities. Types of Plant layout: Process layout, Product layout, Cellular Manufacturing, Hybrid layout

1 1 2

Unit 3

Methods of Manufacturing

3.1 3.2

Continuous to Intermittent production. Project (Turnkey) Jobbing, Batch Production, Flow / Continuous Production, Process Production- Characteristics of each method. Introduction to Production Planning & Control

1 2

Unit 4

4.1

Forecasting, Scheduling, Routing, Loading processes, Gantt Charts , Documentation, Production Work Order. Inventory Management: Economic Ordering Quantity (EOQ), ABC Analysis, MPS, MRP, ERP, JIT, Value Engineering (Numerical on EOQ, ABC and MRP are expected). Capacity planning Introduction to PERT / CPM

4.2

4.3 Unit 5

1 4

5.1

Importance in Manufacturing Management, Network Development

5.2

Network Crashing (Numerical expected)

Unit 6

Maintenance Management

6.1

Importance and types of Maintenance

6.2

Maintenance Planning, Spare Parts Management

6.3 Unit 7

Total Productive Maintenance(TPM) Quality Management

1 6

7.1

Cent percent Inspection, Sample Inspection, Operation Characteristics Curves Statistical Quality Control(SQC), Control Charts - X-R Charts, p-chart, npchart, c- chart (Numericals on control chart are expected).

7.2

7.3 Unit 8

TQM Work Study

1 4

8.1

Objectives, Scope and Uses

8.2

Methods Study - Man Machine Charts - Work Measurement - Elements Performance Rating Allowances

8.3

Methods of Remuneration - Time Based and Efficiency Based - Incentive Schemes - Individual

Subject: Basics of Marketing Course: PGDMM Course Code: 106


Total Hrs: 36 Hrs Objectives : To introduce the theory and concepts that comprises modern marketing. To evaluate the environment of marketing and develop a feasible marketing plan (process) To understand and apply the STP of marketing (segmentation, targeting, positioning) To have an elementary knowledge of consumer behavior and marketing research Text books for Reading: 1) Principles of Marketing,13th edition, Philip Kotler, Gary Armstrong) 2) Introduction to Marketing (Adrian Palmer) 3) Principles of Marketing (McDaniel, Lamb, Hair)

Semester: I, Revised on: April 2011

v. vi. vii. viii.

Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.
Sr No Unit 1 1.1 Introduction to Marketing Importance of marketing, definition of marketing, scope of marketing, functions of marketing, marketing and its relation to other business functions. Key marketing terms and concepts- need, want, demand, exchange, marketing myopia and marketing orientations, distinction between selling and marketing. Concepts of customer value, CDV, CPV, CLV, creating customer value, satisfaction and delight. 1.3 Marketing Mix, 4Ps, 7Ps, 4Cs. 2 Topic Duration 8 2

1.2

1.4

Unit 2 2.1

Marketing Environment Company s Micro and Macro Environment and the changes happening, Challenges due to environment changes. Analyzing the environment- Porter s 5 forces, PESTLE etc. Dealing with competition. Identification and analysis of competitors. Responding to the Marketing environment

4 2

2.2

Unit 3 3.1 3.2

Marketing Research Definition, Marketing Research Process Marketing Intelligence System, Components of Intelligence System, Data Mining and Warehousing

4 2 2

Unit 4 4.1

Consumer Behavior Introduction and importance, model of consumer behavior, characteristics affecting consumer behavior. Buyer decision behavior- consumer psychology. Buyer decision process. Adoption process, Domestic buyer behavior, industrial buyer behavior,

5 2

4.2

4.3

Unit 5 5.1

Segmentation, Targeting & Positioning Segmentation- Bases and process of segmentation, requirements for effective segmentation, niche marketing, segmenting consumer markets, segmenting business markets. Targeting- Evaluating market segments, selecting target market segments. Positioning- Positioning maps, differentiation and positioning strategy, communicating and delivering the chosen position

6 2

5.2

5.3

Unit 6 6.1

Demand Forecasting Demand forecasting techniques methods based on judgements, methods requiring quantitative data

2 1

Unit 7 7.1

Marketing Planning Process Marketing analysis: Goal setting-Mission, vision, corporate objectives; marketing audit, SWOT analysis. Marketing strategy: marketing objectives and strategies, expected outcomes. Marketing control: Marketing budgets, planning and implementation

7 1

7.2

7.3

Marketing Plan-Nature, process and contents of a marketing plan

7.4

Subject: Legal Aspect of Business Course Code: 107 A Course: PGDMM Semester -I Revised on: April 2011 Total Hours :30 Hrs
_______________________________________________________________________ 1. Objective:

The course will impart in students the ability to recognize legal and ethical issues when they arise and the analytical tools necessary to evaluate possible conflicts.

2. Core text book for Reading:

9) 10)

N. D. Kapoor, Elements of mercantile Law, Sultan Chand and Company, India, 2006 Business & Company Law By- Pathak(For Caselet)

3. Pedagogy: Class Room Lecture & Case Discussion

Sr. No Unit 1 1.1

Topic The Contract Act, 1872 - Part I Nature and Classification of Contracts Essential Elements of a valid contract Offer and Acceptance Consideration Quasi-contracts Void Contracts

Duration (4) 2

1.2

Capacities of Parties. Provisions relating to free consent. Provision relating to performance and discharge of contract. Breach of contract-Meaning and remedies.

Unit 2 2.1

The Contract Act, 1872 - Part II Contracts of Indemnity-Meaning, Nature-Right of Indemnity Holder and Indemnifier.

(7) 2

Contracts of Guarantee Meaning, Nature and Features 2.2 2

2.3

Agency - Creation of Agency Agent and Principal (Relationship/rights), Types of agency ,of Indemnity

Contracts of Guarantee

2.4

Unit 3 3.1

Sales of Goods Act, 1930 Contract for Sale of Goods Meaning Essentials of a contract of sale

(9) 1

3.2

Sale of Goods and Agreement to sell sale and hire purchase agreement Provisions relating to conditions and Warranties.

Provisions relating to transfer of property or ownership 3.3 Right of Unpaid seller Remedial measures. 3.4 Provisions relating to Auction Sale 3.5 Contract for Sale of Goods Meaning Essentials of a contract of sale 3.6 2 1 1 2

Unit 4 4.1

The Negotiable Instrument Act, 1881 Negotiable Instruments Meaning, Characteristics, Difference between Cheques, Bill of Exchange & Promisory Notes.

(6) 2

4.2

Parties Holder and holder in due course.

4.3

Negotiation and Endorsements Types.

4.4

Dishonor of Negotiable Instrument Noting and Protest.

4.5

Dishonour of Cheques Sec (138)

Unit 5 5.1

The Companies Act, 1956 Company Definition, Meaning, Features and Types of Companies.

(5) 1

5.2

Incorporation of Company Memorandum of Association, Articles of Association and Prospectus.

Share Capital Shareholder-Directors Company Meetings 5.3 2

Unit 6 6.1

The Consumer Protection Act, 1986 Introduction & Definitions

(10) 1

6.2

Unfair trade practices, Restrictive Trade Practices.

6.3

Consumer Protection Councils and Consumer Disputes Redressal Agencies.

6.4

Consumer Protection Council Consumer Redressal Agencies

6.5

Composition & Jurisdiction of District Forums, State Commissions & National Commissions

6.6

Powers of District Forum, State Commissions & National Commissions & Penalties

Case laws on the above aspects 2 Unit 7 7.1 The Information Technology Act, 2000 Introduction & Relevance In International Business (3) 2

7.2

Brief overview on: - Digital Signature, Electronic Governance, Electronic Records, Certifying Authorities

Unit 8 8.1

Intellectual Property Rights Introduction & Definitions

(4) 1

8.2

Brief overview on Patents, Copyrights & Trademark and its relevance to international business Overview on International Business Laws Introduction to International law

Unit 9 9.1

(6) 2

9.2

International Dispute Settlement mechanism

9.3

International Law on Arbitration (FOR IB)

Unit 10 10.1

Right To Information Act Main Features of the Act

(2) 2

Subject: Economic Environment of Business Course: PGDMM Semester I Revised on: June 2011
4. a. b. c.

Course Code: 107 B Total Hrs: 20 Hrs

Objectives : To understand and appreciate the concept of economic environment in theory and practice To have an elementary knowledge of economic environment by analyzing it To understand and appreciate the concept of economic environment formulation and implementation

5.

Core text book for Reading: 1. Economic Environment S. K. Misra/V. K. Puri

6.

Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture & Test.

Sr No Unit 1 1.1 Introduction

Topic

Duration 2 1

Economic Environment of Business

1.2

Non-Economic Environment of Business

Unit 2

Inflation & Stagflation

2.1 2.2 2.3 2.4 2.5

Inflation defined/sources of inflation Demand-Pull Inflation Cost-Push Inflation Demand pull and Cost push inflation interrelations Relationship between Unemployment Rate and Inflation Rate and the Phillips curve

1 1 1 1

2 Stagflation 2.6 1

Unit 3 3.1 3.2 3.3 3.4 3.5

Monetary and Fiscal Policies Monetary & Fiscal Policy Instruments of Monetary Policy Some problems in Monetary Policy Instruments of Fiscal Policy Some problems in Fiscal Policy

2.5 0.5 0.5 0.5 0.5 0.5

Unit 4 4.1 4.2 4.3

Agriculture & Business Role of Agriculture in Economic Development Trends in Agricultural Production & Productivity Businesses directly dependent on Agriculture : The Agro-Based industries Dependence of New Agricultural Strategy on Business

4.5 0.5 1

1 1 1

4.4 4.5

Indian Agricultural Policy : An Overview

Unit 5

Commercial Banking in India

5.1 5.2 5.3 5.4 5.5 5.6 5.7

Nationalisation of Banks Banking Structure in India Expansion of Branches during the Post-Nationalisation Phase Deposit Mobilisation Bank Lending Evaluation of Banking since Nationalisation Banking Sector Reforms

0.5 0.5 0.5 0.5 0.5 0.5 1

Subject: IT Skills for Manager Course: PGDMM Semester I Course Code: 108-A Revised on: April 2011 Total Hrs: 20 Hrs
6. Objectives : To equip the students with updated skills in IT for effective decision making and management.

7.

Pedagogy: Class Room Lectures, Activities, Demos, Assignments & Test.

Sr No Unit 1 Introduction to IT

Topic

Duration 2

1.1

Importance and Scope of IT

1.2 Unit 2

Managerial perspective through IT MS office

1 7

2.1

MS word

2.2

MS Excel

2.3

MS Power Point

Unit 3

ERP ( Enterprise Resource Planning)

3.1

Introduction

3.2

Application and Importance ERP

3.3

Selection and Customization in ERP

3.4

Demo of ERP

Unit 4

Internet

4.1

Effective usage of Internet

4.2

Search Engines

Unit 5

Business Computing

5.1

Use of IT tools in making and implementing business plans.

5.2

Functional usage of IT in various management streams

Subject: Managerial Skill Development Course: PGDMM Semester I Revised on: April 2011
8. y y

Course Code: 108B Total Hrs: 45 Hrs

y y y y 9.

Objectives : To Understand The Importance Of Effective Communication In A Business Setting. To Understand And Utilize The Basic Forms (E-Mail, Memos, Letters, Informal And Formal Reports, And Informal And Formal Presentations) That Are Used In Effective Business Communication. To Reinforce And Further Develop Presentation Skills In Order To Deliver Professional Presentations. To Work Effectively In A Team To Improve Communication Skills And To Prepare And Present Group Projects. To Sensitize Students About Non Verbal & Cross Cultural Aspects Of Communication. To Build Confidence And To Install Competitiveness.

Core text book for Reading: Business Communication - Shirley Taylor. Essentials of Business Communication Bovee & Thill.

10.

Pedagogy: Interactive Class Room Lectures, Activities, Assignments, Work Shop & Test.

Sr No Unit 1 1.1

Topic Communication in Business Introduction, Dimensions, Importance and Need.

Duration 7 2

1.2

Communication Network, Principles.

1.3

Types, Process, Levels, Channel.

1.4

Barriers in Communication.

Unit 2

Developing and delivering effective presentation

2.1

Planning, Writing &Completing Oral Presentation , Using Visual 3 Aids effectively Types of managerial speeches: 2 y y y y Speech Of Introduction Speech Of Thanks Occasional Speech Theme Speech

2.2

Unit 3

Listening 4

3.1 3.2 3.3

Introduction, Types of Listening, Listening Process Barriers to effecting listening Advantages of listening, How to listen to your advantage

2 1 1

Unit 4

Non Verbal Communication

4.1

Types of non verbal communication, Ways of maximizing non 2 verbal skills Para language, Proxemics, Chronemics, Kinesics 2 Cultural Implication of non verbal Communication. 1

4.2 4.3

Unit 5

Written Communication

5.1 5.2 5.3

Writing process, Planning, Organizing, Composing, Revising Types and Formats of written communication

2 3

Direct messages, indirect messages, Reports, Resumes, Minutes 2 of meetings.

Unit 6 6.1 6.2 Meetings.

Group Communication Strategies

3 1 2

Group Discussions.

Unit 7

Intercultural Communication

7.1

Categorizing culture.

7.2

Improving intercultural sensitivity.

7.3

Developing effective intercultural communication skills.

Unit 8

Interviews

8.1

Understanding Interview process.

8.2

Types of Interviews.

8.3

Success in Job interviews.

8.4

Follow Up after interview.

Unit 9

Communications and Technology

9.1

Electronic communication technologies.

9.2

Software for business communication.

Subject: Project on cross-functional Integration Course: PGDMM Course Code: 109 Total Hrs: 40Hrs Semester I Revised on: 12/5/2011

Objectives: a. To give students a comprehensive understanding of project and related cross functional integration in the new economic scenario. b. To show that project objective is for building knowledge of the entire chain of company covering organization structure, financial performance, market capitalization, HR policies, marketing strategies and many more.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments Book reviews & Test.`

Sr No Unit 1 a)

Topic

Duration 6

i) ii)

Executive summary Introduction Company history Understanding and analysis of the Vision/ Mission of the company Organization structure

b)

iii) iv)

v) c) vi) vii) viii)

2 Financial performance Interpretation of the last three years of balance sheet Ownership structure 2

ix) Unit 2 a) i) ii) iii) b) iv) v) vi) c) vii) viii)

Market Capitalization 5 Size in terms of no of employees and turnover Executive profiles HR policies and attrition rate Business Operations and Plant locations all over the world Joint Ventures and Alliances (if any) in those locations Business status (market Situation / Relative market Position) PEST analysis Industry overview and analysis (Porter's five forces model and competitor analysis ) 1 SWOT analysis STP 2 2

ix) x)

Unit 3 a)

i) a.

Marketing strategies Product Strategies (Product Mix, PLC, NPD, Branding etc)

b. Pricing Strategies b) c. Place Strategies (channels and physical distribution) 1 i) ii) CSR activities New Marketing Opportunities 2

d. Promotion Strategies (IMC)

SEMESTER II

Subject : Financial Management for Marketing Course : PGDM Semester -II


(2011-13 batch)

Course Code : 201 A Revised on : April 2011


Total Hrs : 20

_______________________________________________________________________

1.Objective :. This course aims at: y y y y y y y y Familiarizing the students with the financial environment of business, especially the financial markets Imbibing knowledge about the decisions and decision variables involved in building the liability side of balance sheet of the firm Developing the analytical skills by associating the tools and techniques with the situation Developing skills for interpretation business information and application of financial theory in financing related decisions

Core text book for Reading:

1. Financial Management: Khan & Jain,Ravi M Kishore 2.Financial Management: I. M. Panday 3.Financial management-Tulsian S.Chand

3.Pedagogy: Class room lecture, article and Guest speaker and assignment
Sr No Unit 1 Topic Duration 1hr

Overview of Finance Function

1.1

Finance Function Nature, scope,agency cost concept

1.2 1.3

Goals, Significance. Role of Modern Finance Manager Shareholders Wealth Maximization v/s Profit Maximization

Unit 2

Financial Analysis

4 hrs

2.1

Various tools of financial management: Ratio analysis Cash Flow Analysis

2 hrs

2.2 Unit 3 3.1

2 hrs

Valuation ( overview only not in detail )


Valuation concepts Time value of money , future value , present value , Annuity Concept, Business Applications of Time Value of money concept. Valuation of Financial Assets.

2 hrs 1 hr

3.2

1 hr

Unit 4 4.1

Long Term Sources of Finance Different sources of finance Equity share capital , Preference share capital , Debentures, Term loans Lease finance , Hire Purchase & Venture Capital

1 hr 1 hr

4.2 Unit 5

Cost of Capital

2 hrs

5.1

Cost of Capital Meaning & Significance , Methods of calculating cost of capital ( Equity, Preference shares Debentures, Long Term loans )

1 hr

1 hr

5.2

Weighted Average Cost of Capital

Unit 6

Capital Structure

2 hrs

6.1

Capital Structure - Meaning & Significance, factors of Optimum capital structure

1 hr

Various aspects of capital structure. 6.2 1 hr

Unit 7 7.1

Leverage Analysis
Leverage Analysis Meaning, Types, Effect

2hrs 2hrs

Unit 8

Working Capital Management

2 hrs

8.1

Working Capital Management - Meaning & Significance, factors of Optimum Working capital, Working capital cycle, Estimation controlling & sources of Working capital.

1 hr

8.2

1 hr

Capital Budgeting
Unit 9 3 hrs

9.1

Capital Budgeting- Meaning & Significance, Steps in Capital Budgeting, Evaluation of Capital Expenditure Proposal, Cash flows in capital Budgeting

1.5 hr

9.2

1.5 hrs

Unit 10

New Concepts in Financial Management(5 hrs)

1 hr

1 hr

Subject: e Marketing Management Course: PGDMM Sem. II, Course Code: PGDMM-201 B, Revised: April 2011

Total Hrs: 30 Hrs.

1. Objectives : a. To understand and appreciate the concept of e marketing in theory and practice. b. To understand the implications of the internet for marketing. c. To understand some of the key new tactics and capabilities provided by the internet. d. To understand and appreciate the concept of e marketing strategy formulation and implementation

2. Core text book for Reading: i. Online Marketing - Richard Gay, Alan

Charlesworth, Rita Esen ii. Internet Marketing & e-Commerce by Ward Hanson and Kirthi Kalyanam iii. e-Marketing 4e Judy Strauss, Adel ElAnsary, Raymond Frost

3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.
Sr. No Unit 1 1.1 Introduction to e Marketing Basic understanding of e marketing, e marketing definition, key e marketing terms and concepts. Online marketing environment in the modern economy, internet as a global resource, digital convergence, digital benefits for marketing, ten Cs for the internet marketing, patterns of internet usage, smart networks. Topic Duration 3 1

1.2

Unit 2 2.1

Strategy & Planning for Internet Marketing Electronic Strategy, e-business models & categories in the modern economy- web business models, strategic options for the retailers, partnerships and strategic alliances, online branding. The e-marketing plan, creating e-marketing plan

4 2

2.2 Unit 3 3.1 The Web Site The value of customer contact, website visit dynamics, usability, credibility, persuasion. Analysis of website, traffic building, web traffic plan. 3.2

2 4 1

3.3 3.4

Personalization and its approaches. Commercial web presence, web site development, web site design, web site content, design tips for increasing web sales. Marketing Concepts and e Marketing Online Marketing Research, stages in online marketing research. Online consumer behavior, internet population expectations, internet exchange process, technological, social, cultural, legal etc contexts. Segmentation, how e marketers can use market segmentation to reach online customers, internet specific differentiation strategies.

1 1

Unit 4 4.1 4.2

4 1 2

4.3 Unit 5 5.1 Online Product Product- Creating customer value online, using attributes, branding, support services, labeling to online products. Customizing the product offering, e marketing enhanced product development. Pricing in the online world Price- Pricing strategies for selling in the online world. Distribution Place- Effect of internet on distribution channel length, models used by online channel players. Online Promotion Promotion- IMC and the internet. Internet advertising, mobile advertising. 8.2 Search marketing, search engine optimization, history of search engine, revenue models for search engine positioning, pay per click search engine advertising. Marketing Public Relations- website, blog, community, online events. 8.3 Sales promotion offers, contests, games, coupons.

1 2 1

5.2 Unit 6 6.1 Unit 7 7.1

1 1 1 1 1

Unit 8 8.1

8 2

Direct marketing- email, permission marketing, viral marketing, messaging. Social and business networking. Measuring internet marketing effectiveness-metrics and website analytics.

8.4 Unit 9 9.1 Ethical and Legal issues Piracy, privacy, self regulation, patents, trademarks, copyrights, licences. Electronic contract formation & validation, electronic authentication & electronic information security, E-Payment System

2 3 1

9.2

Subject : Marketing Research Course : PGDMM Revised on : 04/05/2011 Semester -II Course Code : 202

Total Hrs : (42) _______________________________________________________________________ 1.Objective : The course provides insight into Marketing Research that is comprehensive, and practical and provides a balanced coverage of both qualitative and quantitative material. It provides the scope to undergo applied research by giving insights into the research process. An understanding of SPSS along with a live project will give the students expertise to undergo quantitative research practically.

2.Core text book for Reading: 1.Marketing Research by G.C.Beri

3.Pedagogy:
Class room lecture & Case study Inhouse and Field Projects SPSS Understading and Training

y y y

Sr No

Topic

Duration (hrs)

Unit 1 1.1 1.2 1.3 1.4 1.5

Introduction to Marketing Research Introduction to Marketing Research Applications , Careers , Emerging issues in Marketing Research MR In India, Growth in India and MR Agencies Concept of Marketing Intelligence and MIS Concept of MDSS, Value of Information

(5) 1 1 1 1 1

Unit 2 2.1 2.2

Marketing Research Process The Marketing Research Process, Steps Involved in MR Process Research Methods and Design

(4) 2 2

Unit 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8

Data Analysis Measures of central tendency, Dispersion and Statistical Estimation Hypothesis Testing t-test, Z-test Bivariate Analysis Chi-square Correlation, Regression ANOVA

(8) 1 1 1 1 1 1 1 1

Unit 4 4.1 4.2

Introduction to Multivariate Analysis I Multiple Regression Discriminant Analysis Concept

(3) 1 1 1

Unit 5 4.3 4.4 4.5

Introduction to Multivariate Analysis II Factor Analysis Multidimensional Scaling Concept Cluster Analysis Concept

(3) 1 1 1

Unit 6 6.1

Report Writing Interpretation and Report Writing

(2) 2

Unit 7 7.1 7.2 7.3

SPSS Introduction to SPSS Data feeding using SPSS Analysis using SPSS

(4) 1 1 2

Unit 8 8.1 8.2 8.3 8.4 8.5 8.6 8.7

Applications Segmentation and positioning New Product Development Pricing Research Media Research Strategy Formulation Brand Value Selling The idea of MR

(6) 1 1 1 1 1 1

Unit 9 9.1 9.2 9.3

Project Works Evaluation of Internal Project Reports Live Project Generic Company Specific Project

(7) 2 4 1

Subject: Marketing Management Course: PGDMM Sem. II Course Code: PGDMM-203,


Total Hrs. 36 Hrs

Revised on: April 2011

1. Objectives : a. To understand and appreciate the concepts, philosophies, processes and techniques of marketing management, in theory and practice. b. To develop understanding of how the firm can benefit from creating and delivering value to its customers and related stakeholders. c. To develop skills in applying the analytical perspectives, decision tools, and concepts of marketing in defining markets, segmentation, targeting and positioning and the use of the 4Ps.

2. Core text book for Reading: Marketing Management 13 e- Philip Kotler Marketing Management 2e-Czinkota,Kotabe MarketingManagement- 4e- Ramaswamy and Namakumari

3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.
Sr No Unit 1 Product & The Product Life Cycle Topic Duration 5

1.1

Product- Definition, characteristics, classifications, differentiation, product levels, product mix, product line. Product personality, packaging, labeling, warranties, guarantees.

1.2 Product Life Cycle, PLC marketing strategies. 1.3

1 2

Unit 2 2.1

Developing New Market Offerings New product and market development, Ansoff s growth Strategy, Product portfolio analysis- BCG Matrix, GE 9 Cell. New Product Development process- Idea generation, idea screening, concept development and testing, marketing strategy development, product development, test marketing Consumer adoption process-stages, factors.

5 2

2.2

2.3 Unit 3 3.1 Pricing Strategy Price, pricing process, objectives, factors influencing pricing decision. Pricing from revenue, cost, investment, and PBIT perspective. Setting the price, new product pricing, product mix pricing strategies. Pricing strategy with reference to the PLC. 3.2 Price adjustments, initiating and responding to price changes.

1 4 2

3.3 Unit 4 4.1 Channels and Distribution Importance of channels, channel functions and flows, levels of channels. Distribution. Supply chain management. Channel design, channel management, VMS, channel conflict, ecommerce, CPFR, 3PL. Retailing - types, marketing decisions, private labels. Wholesaling-types, trends.

1 3 1

4.2

4.3

Unit 5 5.1

Promotion Marketing communications, concept and role in marketing, different promotion mix. Tri component model, FCB. Advertising: Developing advertising program, media planning and measuring effectiveness. Sales Promotion- objectives, tools, major decisions, promotion vs. advertising Personal Selling- Process, Managing sales force

8 1

5.2

5.3

5.4 5.5 Unit 6 6.1

Public relations, Direct Marketing, Events, Interactive and word-of mouth marketing, impact of technology and internet on promotion.

2 2

Branding Strategy Brand, Brand Equity, Brand Equity Models- BAV, Aaker, Brand Resonance, Kapferer brand identity prism. Building brand equity, brand elements, branding decisions, brand extensions, brand portfolio, co-branding.

4 2

6.2

Unit 7 7.1 7.2

Designing and managing services Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 8 8.1

Global Market Offerings Competing globally- deciding to go global, deciding which markets to enter, evaluating potential markets. Entry strategy- how to enter, global marketing program, marketing organization.

3 1

8.2

Unit 9 9.1

Total Marketing Effort Developing an integrated marketing plan using STP, 4Ps and IMC.

2 2

Subject: Entrepreneurship and Project Management Course: PGDMM Semester II Revised on: April 2011
Total Hrs: 38 Hrs

Course Code: 205

15. Objectives : y Understanding the concepts of entrepreneur , entrepreneurship and their development in all forms and shapes; y y y Discussion of two major components of a new enterprise development namely, The legal issues involved while setting up an enterprise and entrepreneurial financing; Understanding the programs designed and formulated by Central , State governments and other important institution in entrepreneurship development. Creating a learning system through which management students can acquaint themselves with the special challenges of starting new ventures and introducing new product and service ideas. The process of founding a startup. Entrepreneurship: New Venture Creation David H. Holt Entrepreneurship Hisrich Peters

16. Core text book for Reading

17. Pedagogy: Interactive Class Room Lectures, Guest Lecture, Assignments, & Test.

Sr No Unit 1

Topic The Entrepreneurial Development Perspective

Duration 5

1.1

Concepts of Entrepreneurship Development Evolution of the concept of Entrepreneur

1.2

Entrepreneur Vs. Intrapreneur, Entrepreneur Vs. Entrepreneurship, Entrepreneur Vs. Manager

Attributes and Characteristics of a successful Entrepreneur 1.3 Role of Entrepreneur in Indian economy and developing economies with reference to Self-Employment Development 1

Entrepreneurial Culture Case Study on Entrepreneurial Culture 1.4 Unit 2 Legal Environment and Entrepreneurship 2 2

2.1

Basic Government Procedures to be complied with

2.2

Legal Issues (licensing, patents, contracts etc.)

Unit 3

Creating Entrepreneurial Venture 7

3.1

Entry strategies: New product, Franchising, Partial Momentum, Sponsorship and Acquisition

3.2

Business Planning Process

3.3

Environmental Analysis Search and Scanning Identifying problems and opportunities

3.4

Defining Business Idea

Case study on Opportunity identification and Venture creation

Unit 4

Project Management

4.1

Technical, Financial, Marketing, Personnel and Management Feasibility . The Business Plan as an Entrepreneurial Tool

4.2

Business Plan Presentation

4.3

Estimating and Financing funds requirement Schemes offered by various commercial banks and financial institutions like IDBI, ICICI, SIDBI, SFCs ,PE and Venture Capital Funding

Unit 5

Entrepreneurship Development and Government

5.1

Role of Central Government and State Government in promoting 2 Entrepreneurship Introduction to various incentives, subsidies and grants

5.2

Role of following agencies in the Entrepreneurship Development District Industries Centers (DIC), Small Industries Service Institute (SISI), Entrepreneurship Development, Institute of India (EDII), National 2 Institute of Entrepreneurship & Small Business Development (NIESBUD), National Entrepreneurship Development Board (NEDB)

Unit 6

Entrepreneurial Pitfall

6.1

Peter Drucker s 4 entrepreneurial Pitfall

6.2

Causes , symptoms and consequences of a sick unit.

6.3

Measures for Business Sustainability Sustaining Competitiveness

Maintaining Competitive Advantage

The Changing Role of the Entrepreneur : Mid Career Dilemmas

Harvesting Strategies versus Go for Growth

Case study on failed enterprise and Turn Around enterprise

Unit 7

Social Entrepreneurship

7.1

The Socio-Economic Context of Social Entrepreneurship

7.2

Defining Social Entrepreneurship

7.3

Learning from Real-Life Social Enterprises (Cases)

Unit 8

Rural Entrepreneurship

8.1

Introduction and scope of rural entrepreneurship

8.2

Learning from Real-Life Rural Enterprises (Cases)

Subject: Innovation and Sustainability

Course: PGDMM Course Code: 206


Total Hrs: 40Hrs

Semester II Revised on: April 2011

Objectives:

a. The course emphasizes the importance of Innovation for Organization to compete and succeed in this century. It exposes the students to the process of innovation, creation of innovative culture, development of Business Innovations and the new trends in Innovation.

b. To provide the students the knowledge and tools for a Green organization. It provides insights into the Basics of Sustainability, the guidelines for implementing sustainability practices.

2. Core text books for Reading: Dr.R.Lalitha.

Innovation Management by Dr.C.S.G.Krishnamacharyulu and

The Sustainable MBA The Manager s Guide to Green Business by Giselle Weybrecht. Strategy for Sustainability: A Business Manifesto - Adam Werbach

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No

Innovation

Duration

Unit 1

Innovation Management

a)

Innovation, Characteristics, Types, Evolution of Innovative Management.

b)

Factors Influencing Innovation, Traits of Innovative Organisation.

Unit 2

Innovation Projects Management

a)

Innovation and Entrepreneurship.

b)

Research and Development, Approaches for Technology Development. The

Innovation Cycle.

Unit 3

Innovation Competencies Promotion.

5 2

a)

Importance of Managing Creative Employees.

b)

Creativity Inducing Managers, Idea Generators.

c) Unit 4

Creative Individuals, Group Creativity, Training for Creativity. Tools for Innovation

2 5

Thinking Processes, Intuition.

Creativity, Stages of Creativity Individual Creativity Techniques, Group Creativity Techniques.

1 2

Unit 5

Managing Innovations Product Innovation, Process Innovation, Innovation Diffusion.

4 2

Laws pertaining to Innovation- IPR, Patents, Trademarks, Copyrights.

Sustainability

Unit 6

Introduction What is Sustainability?


a. b. c. d.

Introduction to the course Introduction to the case method approach Introduction to the topic Five Basics of sustainability 2

Unit 7

Sustainability s Three Responsibilities


a. b. c. d.

Environmental Responsibility Social Responsibility Economic Responsibility Integrating Responsibilities

Unit 8

Creating a Sustainability Footprint and Tool Box


a. b. c. d.

Process mapping and resource productivity Business processes and social responsibility Creating a sustainability footprint Incorporating life cycle inventory in footprint

Unit 9

Engaging Stakeholders in Your Sustainability Program


a. b. c.

Identifying stakeholders Engaging stakeholders to determine their interest Social license to operate

Unit 10

Developing Competency for Practicing Sustainability


a. b.

Developing a sustainability body of knowledge Developing sustainability skills

c.

Recognizing sustainability attributes

Unit 11

Checking and Improving a Sustainability Management System


a. b. c. d.

Measuring and monitoring results lagging indicators Scoring the leading indicators Corrective actions Preventive actions Auditing and management review

Unit 12

Tools for Greening Offices & Buildings. Energy, Water, Paper Conservation. Waste and Recycling.

SUBJECT: SERVICES MANAGEMENT Course: PGDM, Course Code: 207


Total Hrs. 35 Hrs

Revised on: April 2011

4. Objectives : a. To understand the uniqueness of the services characteristics and its marketing implications. b. To understand the important factors in managing the service delivery process and the implementation of services marketing.

5. Suggested Readings: a. Lovelock, Christopher, Wirtz, Jocken and Chatterjee, Jayanta; Services Marketing-People, Technology, Strategy; Pearson Education; New Delhi. b. Zeithaml, Valarie A. & Bitner, Mary Jo; Services Marketing Integrating Customer Focus Across the Firm; Tata McGraw Hill; New Delhi. c. Rao, K., Rama Mohana; Services marketing; Pearson Education; New Delhi.

d. Hoffman & Bateson; Essentials of Service Marketing; Thomson Asia Ptc. Ltd., New Delhi. e. Rampal, M.K. & Gupta, S.L.; Services marketing; Galgotia Publications; New Delhi. f. Shanker Ravi; Services Marketing The Indian Perspective; Excel Books, New Delhi.

6. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.

Sr No Unit 1 1.1 1.2 1.3

Topic Introduction to services marketing Nature, characteristics, and classification of services. Role and importance of services marketing. Consumer behaviour in service encounters, Customer interaction, purchase process, needs and expectations of customers. Positioning services in competitive markets, search for competitive advantages, Market segmentation, positioning vis-a-vis competitors.

Duration 8 1 1 2

1.4

Unit 2 2.1

Services Marketing Mix Services marketing mix- 7Ps of services marketing. Service Profit Chain (SPC). Services Product-Identifying and classifying supplementary services, planning and branding service-products, new service development, product service continuum, stand-alone service products, and service products bundled with tangible products. Pricing- Factors in services pricing, effective pricing objectives and foundations for setting prices. Distributing services; options for service delivery, place and time

12 1

2.2

2.3

decisions, delivery in cyberspace, and role of intermediaries. Designing communication mix, branding and communication, personal selling, advertising and sales promotion, role of relationship marketing.

2.4 People-key role, services marketing triangle, service encounter-moment of truth, training and development, motivation and empowerment. 2.5 Physical Evidence-nature, importance of physical evidence. Tangibilizing through physical evidence.

2.6

2.7 Unit 3 3.1 Service processes

1 5 2

3.2 3.3

Service Blueprint. Service as a process and system, different process aspects. Strategies for managing inconsistency, service process redesign. Balancing demand and capacity: fluctuations in demand, capacity constrain, planning the service environment.

1 2

Unit 4 4.1

Managing relationship and building loyalty Customer-firm relationship, analyzing and managing customer base Customer management relationship system in services marketing

10 2

4.2

4.3

Customer feedback and service recovery; customer complaining behaviour, principles and responses to effective service recovery. Service quality and the gap model, measuring and improving service quality; defining, measuring and improving service productivity. Organizing for service leadership

Search for synergy in service management, creating a leading service organization. 4.4 4.5 2 2

Subject: Management Information System (MIS) Course: PGDM Semester I1 Course Code: 208(A) Revised on: April 2011
Total Hrs: 40 Hrs

13. Objectives :

Introduction to management information system-need, purpose and objectives contemporary approaches to MIS information as a strategic resource- use of information for competitive advantages- MIS as an instrument for the organizational Change.

14. Core text book for Reading: MIS by W.S.Jawadekar, MIS by Davis MIS by James A O Brian Reference Book: MIS by Lauden and Lauden

15. Pedagogy: Class Room Lectures, Demos, Case study, Assignments & Test.

Sr No

Topic

Duration

Unit 1

Introduction To MIS

1.1

Management Information Systems Need, Purpose and Objectives

1.2

Contemporary Approaches to MIS Information as a strategic resource

1.3

Use of information for competitive advantage MIS as an instrument for the organizational change Information Management and Decision Making

Unit 2

2.1

Models of Decision Making Classical, Administrative and Herbert Simon s Models

2.2

Attributes of information and its relevance to Decision Making and Types of information

Unit 3

Planning

3.1

Design and Implementation of MIS- IS Strategic Planning

3.2

MIS Design - Gross Design Concepts, Detail Design Concepts

3.3

MIS Implementation

3.4

Acquiring Information Systems: Contemporary Approaches

Unit 4

Information Technology

4.1

Definition, IT capabilities and their organizational impacttelecommunications and their network- types and topologies of networks

4.2

IT enabled services such as Call Centers, geographical information systems etc.

Unit 5

DBMS

5.1

Data Base Management System

5.2

Data warehousing and data mining.

Unit 6

Decision Support systems

6.1

Group Decision Support Systems Executive Information Systems Executive Support Systems

1 Expert Systems and Knowledge Based Expert Systems 6.2

1 6.3 Artificial Intelligence.

Unit 7

System Analysis and Design

7.1

Systems Development Life Cycle

7.2

Alternative System Building Approaches:. Prototyping, Rapid Development Tools CASE,. Tools Object Oriented Systems (Only introduction to these tools & techniques).

Unit 8

Application of MIS

8.1

Applications of MIS in functional areas as well as in the service sector should be covered with the help of minimum 5 case studies

Unit 9

Management Issues in MIS

9.1

Information Security and Control

9.2

Quality Assurance -Ethical and Social Dimensions

9.3

Intellectual Property Rights as related to IT Services / IT Products

Unit 10

10.1

The Emerging IT Trends

10.2

Electronic Data Interchange, Object Oriented Approach Networking (Information System Highway), Extended Enterprise Systems ,Managing International Information Systems

Subject: Business Environment & Analysis Course: PGDM Semester II Course Code: 209 B Revised on: June 2011
Total Hrs: 20 Hrs

4. Objectives : a. To understand and appreciate the concept of business environment in theory and practice b. To have an elementary knowledge of business environment by analyzing it c. To understand and appreciate the concept of business environment & analysis formulation and implementation

5. Core text book for Reading: 1. Essentials of Business Environment K. Aswathappa

6. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture & Test.

Sr No Unit 1 1.1 1.2 1.3 1.4 1.5 1.6 Unit 2 2.1 2.2 2.3 2.4 2.5 Introduction Nature of Business Scope of Business

Topic

Duration 3.5 0.5 0.5 1 0.5 0.5 0.5 2.5 0.5 0.5 0.5 0.5 0.5

Characteristics of Contemporary Business Business Objectives Critics of Business What is Environment? From Domestic Market to Global Markets Historical Perspective Investment Flows Attracting Foreign Capital Implications for Indian Industry Destination India

Unit 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7

From FERA to FEMA Objectives of the Act Provisions of the Act Some Reflections on the Act Do we need FERA? Amendments of the Act From FERA to FEMA FEMA, 1999

4 0.5 0.5 0.5 0.5 0.5 0.5 1

Unit 4

Exit Policy

4.1 4.2 4.3

Arguments for Exit Policy Arguments against Exit Policy National Renewal Fund

1 1 1

Unit 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8

Business Ethics Nature of Ethics Sources of Ethics Why is Ethics important? Are Businessmen Ethical? Ethical Dilemmas Managing Ethics Corporate Culture and Ethical Climate Improving Ethical Decision Making

7 0.5 1 1 0.5 1 1 1 1

SEMESTER III Subject: Management Control System

Course: PGDM Course Code: 301A


Total Hrs: 40Hrs

Semester III Revised on: April 2011

Objectives: The course seeks to develop skills related to Performance Measurement and Management Control by taking a highly practical approach. Accordingly, it aims to provide students not only with a mastery of techniques and tools but also with the understanding the essentials to their application in resolving concrete situations in the fields of Performance and Control.

2. Core text book for Reading: 1. Management Control system by Robert .N Anthony & Govindrajan 11th & 12th edition.

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.`

Sr No Unit 1

Topic 1.Introduction to management planning & Control system.

Duration 6

a)

Traditional Versus contemporary management practices in organization

b)

Management control environment & effective organizational structure for control.

c) Centralization versus decentralization Divisional Autonomy.

Unit 2

2.Integration of corporate level strategy to unit level:

a)

Goal Congruence for Financial, operational & people control. Internal control system- Balancing the four levers of control, systems, six sources of tensions in control systems, opportunities infrastructure.

b)

Role of financial controller :Financial auditor to financial manager to

c)

influence Case Study: Xerox Corporation

1 1

d)

Unit 3 a)

Responsibility centers concept:

4 2

Revenue & expense centers b) Discretionary expenses versus engineered expenses c) Means to measure & control assets of responsibility center. Unit 4 Profit center & Investment center : 5 1 1

a) b) c) d)

Business unit as a profit center: Its merit & demerit. Measuring profitability of profit center. Allocation of charges & accounting of profit in profit center. Case Study

1 2 1 1

Unit 5 a) b)

Objective & Principles of transfer pricing within business units. Methods of transfer pricing.. Administration & issues related to transfer price in domestic & international business.

7 1 2

c)

Budgeting approach & budget control .Problems & limitation of budgeting Case study: Birch paper Company.

d) Unit 6 a) Measuring & Controlling Assets employed. Evaluating economic performance of a business unit. External audit, internal controls, internal audit, role of financial b) controllers, multiple roles . EVA versus ROI approach Implementation of EVA in BU. Additional consideration for evaluating managers. Unit 7 a) Analyzing Financial performance reports for control Relevant cost consideration & approach for managerial decision making. Activity based costing, calculating variances & variation in practice.

1 4 2

3 3

Unit 8

Performance management of a strategic business unit using Balance Score Card approach. Designing & Measuring Financial & non financial factors influencing the growth & performance of a strategic business unit

a)

Performance based Management compensation. b) . 1

Unit 9 a)

Management planning & control system in service centric organization. Building & Measuring managerial performance through shareholder value creation & customer satisfaction Measuring cost in long term perspective. Risk & reward policy.

2 1

b)

SUBJECT: Marketing Decision Models Course: PGDMM Sem. III Course Code: 2011-PGDMM-301 B,
Total Hrs. 40 Hrs.

Revised on: April 2011

1. Objectives : a. To provide better tools for analyzing marketing decision problems. b. To help the students understand marketing problems more clearly through useful frameworks and by analyzing them quantitatively. c. To provide tools to formulate long term marketing strategy with sound analytical judgements.

2. Suggested Readings: a. Marketing Models, by Lilien, Kotler, and Moorthy, Prentice-Hall, 1992. b. Marketing Engineering, by Lilien and Rangaswamy, 2e, 2006. 3. Pedagogy: Class room lectures, in-class activities, case discussions, pre-assigned exercises, article reviews & assessment tests.

S No Unit I 1.1 1.2 Response Modeling

Topic

Duration 3 1 2

Introduction, decision support models, theoretical modeling. Aggregate market response models, dynamic effects, modeling demand at different levels.

Unit 2

Consumer Behaviour Models

2.1 2.2 2.3

Stages of consumer choice-5 stage model. Stochastic models Process oriented models of consumer choice process.

1 2 1

Unit 3 3.1

Organizational Buying Models Organizational behaviour models- Sheth,Webster Wind, Choffray Lilien models. Bargaining Models

3 2

3.2

Unit 4 4.1

Pricing Decisions Microeconomic view, developing demand and cost information for pricing decisions. Model extensions, setting price in practice.

4 2

4.2

Unit 5 5.1 5.2 5.3 5.4

Product Decisions The theory of product strategy Decision models for product design Adoption process for new products Aggregate diffusion models, repeat purchase models

4 1 1 1 1

Unit 6 6.1 6.2 6.3

Advertising Decisions Effects, objective setting and budgeting Message and copy decisions Media selection and scheduling

4 2 1 1

Unit 7

Promotion Decision

7.1 7.2

Sales Promotion-Types and effects. Promotional models.

2 2

Unit 8 8.1 8.2

Sales Force Decisions Personal Selling models. Modeling sales force problems.

4 2 2

Unit 9 9.1 9.2

Distribution Decisions Distribution problem, distribution strategy. Distribution location, distribution logistics.

4 2 2

Unit 10 10.1

Strategy Decisions Marketing planning and strategy decisions

2 2

Unit 11 11.1 11.2

Decision Support and Implementation Decision support systems, intelligent marketing systems. Successful implementation for marketing models.

4 2 2

Subject: STRATEGIC MANAGEMENT & BUSINESS POLICY Course: PGDM Semester III Course Code: 302 MM Revised on: April 2011
Total Hrs: 30 Hrs

The course requires students to integrate knowledge from prior coursework in functional business areas to analyze current business strategies and performance and to develop and plan implementable future strategies and policies. This course pulls together knowledge of the various functions of business (e.g., accounting, finance, marketing, operations management, etc.) in a manner consistent with a general management. This course will make extensive use of the case study method using actual business situations.

16. Objectives :

m. To provide students with an integrative, general management view of the organization involving the analysis of organizational goals, resources, structure, etc., and the relationship of these attributes to the organization's industry and general environments. n. To provide students with knowledge of strategic management concepts, tools, and techniques and to apply these to analysis and strategy formulation using actual business cases. o. To provide students with the experience of working as a member of a team to identify business opportunities, solve business problems, and craft implementable strategic plans. p. To develop critical thinking and analytical skills in the development of business solutions to problems and opportunities under conditions of considerable ambiguity (i.e., the "real world").

17. Core text book for Reading: Kazmi

Strategic Management & Business Policy , 3 rd edition by Azhar

Reference Books:

a. b. c. d.

Strategic Management by Fred R David, 10th edition Strategic Management by Hill & Jones , 6th edition Strategic Management by P Subbarao Strategic management by Lomash & Mishra

18. Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture,

In addition to covering the above topics through lectures, the students will be given the following inputs:

Case studies (Close to 10 case studies will be discussed in the class)

The students will have to analyze the annual reports of a company in groups and submit a Business Plan for next 5 years

Sr No Unit 1 1.1

Topic Overview of Strategic Management & Business Policy Elements in strategic management process, model of strategic management process.

Duration 4 1

Strategic intent, vision, mission, goals and objectives. 1.2 1

Case study 2

Unit 2 2.1

Strategy Formulation Environmental Appraisal , internal and external environment , SWOT Analysis , Use of models like BCG, Mckinsey, Porter s Model Organizational appraisal, competencies, competitive advantage, marketing capability, financial capability.

4 1

2.2 Case study 1

2 Unit 3 3.1 Corporate level Strategies Concentration strategies, integration strategies ,diversification strategies 3.2 Internationalization strategies , Porter s model of competitive advantage of nations 3.3 Cooperative strategies, mergers and acquisitions strategies, 1 1 7 1

Case study Unit 4 4.1 4.2 4.3 Business level strategies Cost leadership business strategy, Differentiation business strategy , Focus business strategy

4 6 1 1 1

Case Study

Unit 5 5.1

Strategic Implementation Structural implantations , types of organizational structures

6 1

5.2

Behavioral implementation ,corporate governance & business ethics , social responsibility

5.3

Functional and operational implementation , functional strategies ,financial plans and policies, marketing plans and policies ,operational plans and policies personnel plans and policies

Case study 2 Unit 6 6.1 6.2 Strategic Evaluation and Control Operational control Techniques for strategic control Case study 3 1 1 1

Subject : Sales Management Code: 2011-PGDMM-304 M, SEMESTER III Revised in: April 2011 Total Hrs : 40 _______________________________________________________________________ 1.Objective : The course will provide a complete understanding of the sales and distribution management functions. At the end of the course the students will be able to conceptualize the sales and distribution strategy that needs to be adopted for any product category. It will also help them understand the nuances of sales force planning and management. The course will also cover the basics of international sales and distribution considering the fact that Indian companies are now going global. 2.Core text book for reading: Sales and Distribution Management by Krishna Havaldar and Vasant Cavale 3.Pedagogy: 5) Class room lectures 6) Case studies 7) Movie with learning on Sales Management 8) Internal projects Roll-out sheet for Sales and Distribution Management Topic 1) Introduction to Sales - Definition of sales - Need for intermediaries

Sessions 2

- Types of sales channels - Dynamics of sales channels - Sales Process 2) Sales organization and sales force management Types of sales organization Selection of sales force Controlling ,motivating and leading sales force Sales territory management and assigning targets 3) 4) 5) 6) 7) Distribution Management Types of distribution channels Channel partners (selection and performance evaluation) Channel design Managing various channels Distribution models Linking sales and distribution management Managing alternate/non-traditional distribution channels Challenges of alternate distribution channels Distributor ROI calculation Sales promotion policies - Consumer promotions Trade schemes and incentives Ethics in salesmanship Sales planning, forecasting and budgeting Role of marketing and sales Link between marketing and sales Basic terms in sales forecasting Factors influencing sales forecast Sales forecasting methods Sales budget and quotas Channel conflict Meaning of channel conflict Reasons of channel conflict Conflict resolution Selling to organised retail channel Emergence and concept of organized retail and key accounts Importance, advantages and disadvantages of key accounts management

8) -

Channel Information system (CIS) What is CIS and definition Need for CIS Elements of CIS Advantages of maintaining CIS 1 1 1

9) Customer Profiling Matrix 10) Cross selling and Up-selling - Concept and Strategies 11) Value Added Selling- Concept 12) International Sales and Dist Mgt Opportunities for International trade Opening up of new markets Choosing the right market Entry strategies for international markets Types of distribution channels Pricing and payment terms Profile of international sales person Challenges in International Trade Market Intelligence and research Impact of illegal cross border trade and parallel imports

Total Internal projects Case studies and Caselets on various topics Movie

21 8 7 4

Grand Total Subject: Integrated Marketing Communications Course: PGDM Semester III Course Code: 306M Revised on: 2011
Total Hrs: 40 Hrs

40

7. Objectives : b. To provide an appreciation of the range of tools available for marketing communications. b. To provide an understanding of the basic principles of planning and execution in Marketing Communications c. To develop a managerial perspective and an informed decision-marking ability for effective and efficient tackling of promotional situations.

Core text book for Reading: Advertisement & Promotion-IMC perspective: - Belch & Belch IMC by Smith & Taylor

8. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No Unit 1 1.1 1.2 1.3 IMC Concept

Topic

Duration 3 1

Introduction & Familiarization, Definition of Promotion & Promotion Mix, Tools of Promotion Mix

Unit 2 2.1 2.2 2.3 2.4

Participants of IMC Factors contributing to importance of IMC Participants in IMC management, IMC Planning Process Structure of Promotion Industry,

4 1 1

Unit 3

IMC Marketing Environment & Understanding the Consumer Behavior Understanding of Marketing Environment Segmentation, Targeting and Positioning Understanding the consumer buying behavior

3.1 3.2 3.3

1 2 2

Unit 4

IMC- communication Process

4.1 4.2 4.3

Understanding IMC communication Process Understanding the Massage, Objective and budgeting for IMC Response hierarchy models

1 1 2

Unit 5

IMC Strategies

5.1 5.2

Creative Strategy Media Strategy

2 2

Unit 6

IMC Tool

6.1 6.2 6.3 6.4 6.5 6.6 6.7 Unit 7

Advertising Sales Promotion Public Relations & Corporate Advertising Internet Advertising & E-commerce Direct Marketing Sponsorship & Point-of-purchase Personal Selling & Sales Management IMC International Perspective

2 1 1 2 1 1 1 2

Unit 8 8.1

Legal, Social & Ethical Aspects of IMC

Unit 9 9.1

Case Studies and Guest Session & Assignment

Subject: Retail Management Course: PGDMM Course Code: 307MM


Total Hrs: 45 Hrs

Semester III Revised on: April10

1. Objectives : a. To understand and appreciate the concept of retail marketing in theory and practice b. To evaluate the environment of retail marketing and develop an understanding finer aspects of retailing (process) c. To understand and apply the concepts of STP of marketing (segmentation, targeting, positioning) in retailing

d. To have an elementary knowledge of consumer behaviour and marketing research & its application in research e. To understand and appreciate the concept of marketing strategy formulation and implementation in the field in retailing

2. Core text book for Reading: Retailing Management Suja Nair / G.Vedamani

3. Reference Book - : Retailing Management Levy, Weitz & Pandit; Retailing Operations & Strategic Management Berman & Evans

4. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews, Documentaries on retail, Research reports & Test.

Sr. No Unit 1 1.1 1.2 1.3

Topic Introduction & Orientation - World of Retailing Management Basic understanding of retailing definition, key terms and concepts, organised & unorganized retail, Evolution of organised retail. Retailing Environment & Trends - Global Retailing Environment & Trends - Indian Documentary Wal-Mart Types of Retailers/Retail Formats/Online Retailers/Rural Retail -Part 1 Retail Formats; Non Store retailing; Rural retailing, linking retail formats to retail strategy American & European context Laws governing organised retail Indian & Global

Duration 5 1 1

1 2 3 2 1

Unit 2 2.1 2.2

Unit 3 3.1 3.2 Unit 4

Retail Store Management -: Store Location, Store Layout, Store Design , Site Selection, Catchment Area, Store Administration Visual Merchandising Changing Consumer Dynamics & Retail Segmentation

3 2 1

4.1

4.2 4.3 4.4 Unit 5 5.1

Segmentation- Bases & Process of Segmentation, Targeting. Competitive frame of reference, Consumer Demographics, Psychographics, Economic, Lifestyle, Culture Building Sustainable Competitive Advantage in Retailing Special report NCAER classification of Indian consumer market Case study Segmentation, Targeting, Positioning Future Group Retail Strategy (I) Merchandising Strategy -Planning, Systems, Sourcing Decisions, Vendor Relations, Assortment Vs Depth, Category Management, GMROI, Gross Margin Path(High Inventory Turnover) Vs Net Profitability ( Low Inventory turnover with high profit margin) Case Study Wal-Mart Case study Retail Strategy (II) Strategic Advantage through CRM, Service Quality, Retail Information Systems Management Managing Supply Chain Management & Logistics - Agribusiness Case study McDonalds Case Study Warehousing - Selection, Material Handling, Transportation, WholesalingTypes, Trends.VMS & HMS

2 1 2 6 3

5.2 Unit 6 6.1

3 6 2 2

6.2

6.3

Unit 7 7.1 7.2

Designing Competitive Pricing Strategies in Retailing Price, adapting the price, initiating and responding to price changes Articles Pricing strategies toolkit Harvard Business Review

03 01 02

Unit 8 8.1 8.2 8.3 8.4 8.5

Retail Communication Mix (Part A) Integrated Marketing Communication Strategy Significance of IMC, Marketing communications mix/modes, developing effective communications Developing advertising programmed, deciding on media and measuring effectiveness. Sales Promotion- objectives, major decisions. Promotion vs. advertising Personal Selling- sales force management. Public relations, Direct Marketing, Events, Interactive and word-of mouth marketing

04 1 1 1 1 1

Unit 9

Retail Communication Mix (Part B) Developing the Marketing Mix & Branding Strategies in Retail

04

9.1

Brand ,Branding Decisions, Brand extensions, Brand portfolio, Co-branding, Web based branding, Services Brand Differentiation, Pure services retailing strategies, Services marketing mix

9.2

Unit 10

Human Resource Management Retailing Sector

03
02

10.1

Training & Development, Career Planning, Job Design, Careers in Retailing. Special Session & Film Cooperative Retailing The Cooperative & Amul Video & E Choupal (ITC)

10.2

01

Semester IV

Subject: International Business


Course: PGDM Semester IV Course Code: 401 MM
Total Hrs: 40 Hrs

Revised on: April, 30, 2011

9. Objectives : a. To understand and appreciate the concept of International Marketing in theory and practice. b. To evaluate the environment of International Marketing and develop a feasible marketing plan (process). c. To understand and apply the STP of International Marketing (segmentation, targeting, positioning). d. To have an elementary knowledge of consumer behaviour and International Marketing research.

e. To understand and appreciate the concept of International Marketing strategy formulation and implementation.

Core text book for Reading: (4) International Business -- Third Edition -- K Aswathappa (The McGraw-Hill Publication). (2) International Business, Environments & Operations -- 11th Edition : Daniels, Radebaugh , Sullivan (Pearson Education) (3) Text Books & Required Reading : International Business by Charles W.H. Hill; Regular reading of the Economist Magazine, Economic Times, Financial Express.

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr No Unit 1 1.1

Topic Introduction and Orientation Basic understanding of International Marketing, definition, key international marketing terms and concepts, marketing orientations, distinction between domestic and international marketing. Concepts of customer value, creating customer value, satisfaction and delight.

Duration 5 1

1.2

1.3

Nature of International Business. Ripple effects of globalization management/jobs/wages/child labour/women/developing countries and 1 Marketing Plan. Case study: Growth strategy of an automobile company 2

Unit 2 2.1 2.2

Multinational Corporations The MNC Life Cycle theory and its unique significance in International Trade and the arguments for & against MNC s. The rise of Indian MNC s. Case study:

4 1 1

2 6 1 1 2

Unit 3 3.1 3.2 3.3

Developing the Marketing Mix Global Trade and its theories. Product characteristics and classifications, product differentiation Product hierarchy, product systems, product mixes, PLC, NPD, Product Life Cycle marketing strategies Case study: Kellogg's-Nutri Grain-Extending the Product Life Cycle

Unit 4 4.1

Foreign Direct Investment Introduction to International Financial Management Balance of Trade and Balance of Payment, Intl. Monetary Fund, Asian Development Bank and World Bank, Financial Markets and Instruments Introduction to Export and Import Finance Methods of payment in Intl. Trade EXIM policy. Case study:

7 1

4.2

2 2

2 Unit 5 5.1 5.2 International Environment Political, economic, legal, cultural and technological environment (The PESTEL framework) Adapting, managing and negotiating across cultures. 2 1 1

Unit 6 6.1 6.2

Designing and managing services Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 7 7.1

International Organizational Structure Distribution strategy, Importance of channels, channel functions and flows, levels of channels, Channel design, channel management, channel conflict, e-commerce World Trade Organization origin, history, various agreements and its implications on India.

5 1

7.2

7.3

Case Study:

Unit 8 8.1

Integrated International Marketing Communication Strategy Significance of Marketing communications mix/modes, developing effective communications Developing advertising programmes, deciding on media and measuring effectiveness. Future of International Business.

7 2

8.2

8.3 Global Manufacturing Materials Management 8.5

2 2

Unit 9 9.1

Social & Ethical Issues Social Responsibility and Ethical issues in International Business

2 2

Subject: Consumer Behaviour Course: PGDM Semester IV Course Code: 2011-PGDMM-402


Total Hrs: 40 Hrs

Revised on: April 2011

1. Objectives : a. To understand and the various factors affecting consumer behavior. b. To understand the importance and relevance of consumer behavior for effective marketing strategy and a successful marketing organization

2. Core text book for Reading: Consumer Behavior: Schiff man and Kanuk Consumer Behavior: Blackwell, Miniard and Engel Consumer Behaviour: Soloman

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments & Test.
Sr. No Unit 1 Topic Introduction and Overview Duration 4

1.1

Introduction, definition, what is Consumer Behaviour, why study consumer behaviour, how to study consumer behaviour, the underlying principles of CB. Market analysis to market strategy, customer loyalty and retention strategy, customer relationship management.

1.2

Unit 2

Consumer Decision Making Process

2.1 2.2

Consumer Decision Process- Model, stages, types. Buying roles and variables that shape CDP. Determinants of buyer behaviour and framework of buyer behaviour. Information Gathering & Evaluation: Perceptual Mapping & Positioning

2 2

2.3 Consumer Expectations & Perceptions: Satisfaction & Value

Unit 3 3.1 Unit 4 4.1 4.2 Unit 5 5.1

Pre-purchase process Need recognition, search and evaluation Purchase Process Fully planned, partially planned and unplanned purchase Purchase process, components of purchase decision Post Purchase Process Post purchase behaviour, components. Consumption behaviour and experience. Post consumption evaluation, customer satisfaction, action and disposal. Consumer delight. Cognitive Dissonance. Individual (internal) determinants of CB Demographics, psychographics, and personality Perception, consumer motivation and knowledge Beliefs, feelings, expectations, attitude. Learning and memory Environment (external) determinants Culture and sub-culture, values and norms Social class, social stratification, family and household influences, reference group, opinion leaders and social influences and personal influences. Influencing consumer behaviour-communications

2 2 4 2 2 4 2

5.2 Unit 6 6.1 6.2 6.3 Unit 7 7.1 7.2

2 6 2 2 2 6 2 4

Unit 8

8.1 8.2 8.3 Unit 9 9.1

Making customer contact-exposure, attention. Shaping consumer opinion-opinion formation and change. Helping consumers to remember-cognitive learning and retrieval. Diffusion of innovation Origin, concept, importance and applications.

2 2 2 2 2

Subject: Rural Marketing Course: PGDM Semester IV Course Code: PGDMM 403 Revised on: Apr 2011
Total Hrs: 30 Hrs

Objectives : At the end of the course it is expected that the students will be:

1. able to understand the present level of penetration of products and services in rural markets and their potential. 2. familiar with the changing profile of the rural consumer and his consumption pattern 3. exposed to the innovative marketing strategies and campaigns developed by Indian firms as well as MNCs for the Rural Markets. 4. comfortable in designing product, price, distribution and promotional strategies for different classes of product targeted at Rural Consumers. 5. familiar with media vehicles used for rural advertising

Core text books for reading: 1. Rural Marketing Text and Cases : CSG Krishnamacharyulu & Lalitha Ramakrishnan 2. Rural Marketing - Geoff Lancaster 3. Agri-Business Marketing - Dr. S.W.Bhave

Pedagogy: Class Room Lectures, Case study, Assignments, Guest Lecture, audio-visual clips

Syllabus portion/topic

Session#

Rural Marketing : Introduction; Scope; Nature , Significance Rural Vs Urban Marketing ; Attractiveness of Rural Markets Rural Market Environment and The Structure of Indian Market: Indian Economy and the rural Context ;Rural urban disparities; Rural Consumer Behaviour ,Changing Profile of the Rural Consumer STP Marketing in Rural Context Product Strategies for rural Markets Pricing strategies for the rural market Promotion strategy for the rural markets Need for specialized rural marketing agencies Distribution Strategies for the rural markets Agricultural Inputs Marketing and Marketing of Agricultural Produce Case Study, audio-video clips and field visit 12

2 2

1 2 1 1 1 1 2

Subject : Business to Business Marketing Course: PGDM Semester IV Course Code: 404 MM
Total Hrs: 40 Hrs

Revised on:

April 2011

10. Objectives : a. To understand and appreciate the concept of B2B marketing in theory and practice b. To evaluate the environment of B2B marketing and develop a feasible marketing plan (process) c. To understand and apply the STP B2B of marketing (segmentation, targeting, positioning) d. To have an elementary knowledge of consumer behaviour and marketing research e. To understand and appreciate the concept of B2B marketing strategy formulation and implementation.

Core text book for Reading: CoreText Book:


1. Industrial marketing By Milind T. Phadtare References Books: 8 9 10 11 12 13 14 Business Marketing Management: B 2 B - By Michael D Hutt & Thomas W. Speh Industrial Marketing-ICFAI Industrial Marketing : Text & Cases- ICFAI Industrial Marketing by Milind T. Daphtardar Industrial Markering by Hill, Alexander & Cross Industrial Marketing: Analysis, Planning & Control by Reeder, Briety Reeder Industrial Marketing by Krishna K. Havaldar

11. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
SN Unit 1 1.1 Topic Introduction and Orientation Basic understanding of B2B marketing, environment and nature of business marketing, distinction between B to C and B To B marketing. Industrial products, types of customers in business marketing, unique characteristics of commercial enterprises, government sector, the institutional market. Duration 4 2

1.2

Unit 2 2.1 2.2 2.3 2.4

Organizational buying behavior Difference between consumer & organizational buying Organizational buying process cycle Purchase participants & Purchase situations In suppliers & Out Supplier. Attributes considered for Purchase Decision Making

4 1 1 1 1

Unit 3 3.1

Marketing Opportunities in B2B Importance of Marketing Intelligence

3 1

3.2 3.3

Difference between consumer & Industrial marketing research Marketing Research Process

1 1

Unit 4 4.1

Marketing Strategy in B2B (Market segmentation & Positioning ) Need for business market segmentation, basis of segmenting business markets Effective segmentation & target marketing Target market strategy & positing

3 1

4.2 4.3

1 1

Unit 5 5.1

Managing B2B products Level of a B2B product, core competencies-the root of industrial products. Industrial product mix strategy and decisions

4 1

5.2 5.3 Concept of industrial product life cycle, strategy for new and existing products New B2B product development process 5.4 Unit 6 6.1 6.2 6.3 Pricing & Negotiations Process of pricing, factor influencing pricing Pricing approaches & Price adjustment Pricing strategies for products, price attacks, competitive bidding

1 1

1 3 1 1 1

Unit 7 7.1 7.2

B2B Channels Classification of business marketing channels, participants Channel design, pre channel appointment decision making, selection & evaluation of dealers

4 2

7.3

Channel Conflict, channel administration, power in marketing channels

Unit 8 8.1 8.2

Communication for industrial markets Communication objectives, tasks, policies Developing integrated communications programme, B2B advertising, sales promotion, sales force promotion, publicity, on line promotion. Personal selling, Sales Process, Organizing Sales Force, Size of sales force, Manpower, compensation & Controlling the sales personnel.

7 2 3

8.3 Unit 9 9.1 Managing services for business markets Marketing of industrial services, products to solutions, marketing mix of service firms. Customer Relationship Management Business markets, relationship marketing, managing buyer seller relationship, customer relationship management Supply Chain Management Concept of SCM, Logistics, B2B Logistical Management E-commerce in business markets Role of e-commerce in B2B marketing

2 2 2

Unit10 10.1

2 2

Unit11 11.1 Unit12 12.1

2 2 2 2

SUBJECT: PRODUCT AND BRAND MANAGEMENT (405) Course: PGDMM Semester IV Course Code: 405 Total Hrs: 40 Hrs Revised on: April 2011

12. Objectives : a. The Study of this subject will help the students to gather knowledge about product management and importance of managing a product. b. To introduce the concept of branding and brand management with special emphasis on developing brand equity. c. The students will also learn how maintaining a brand will increase the long range profits of an organization.

13. Core text book for Reading: a. Product management - Donal R. Lehmann, Russel S. Winer b. Strategic Brand Management - Kevin Lane Keller c. Branding Concepts & Process - Debashish Pati d. Successful Branding - Pran K Choudhary e. Brand Positioning Strategies for Competitive Advantage -Subrato Sen Gupta f. Strategic Brand Management -Caperer g. Behind Powerful Brands - Jones h. Managing Indian Brands -S. Ramesh Kumar

14. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
15. Note: Discuss one case study per unit in the class.

Sr No Unit 1

Topic Introduction to product management 7. 8. 9. 10. 11. 12. Defining the competitive set Category attractiveness analysis Competitor analysis Customer analysis Product strategy over the life-cycle New product development & strategies

Duration 6 1 1 1 1 1 1

Unit 2

. Brand & Brand Management 6. 7. 8. 9. Commodities Vs Brands The role of brands The brand equity concept Brand Equity Models Brand Asset Valuation, Aaker Model, BRANDZ, 10. Brand Resonance. Building Brand Equity, Brand Identity and Brand image.

8 1 1 1 2

3 Unit 3 Choosing brand elements to build brand equity 6. Designing marketing programs to building brand equity 7. Integrating marketing communication to build brand equity 8. Information processing model of communication, marketing communication options, leveraging secondary brand knowledge to build brand equity 9. Conceptualizing the leveraging process, country of origin 10. Co-branding, licensing, celebrity endorsement, sporting, cultural and other events 10 2 2 2

2 2 Unit 4 Developing a brand equity measurement and management system 4. Establishing brand equity management system 5. Measuring sources of brand equity-capturing customer mindset 6. Qualitative research techniques, quantitative research techniques, measuring outcomes of brand equity, capturing market performance. 8 2 3

Unit 5

Designing and implementing branding strategies 4. Brand-product matrix, brand hierarchy, brand transfer, introducing and meaning new products and brand extensions 5. Managing brands over time 6. Managing brands over geographic boundaries and market segments.

8 3

2 3

Subject: Customer Relationship Management Course: PGDM (Mktg.) Semester IV Course Code: 406
Total Hrs: 36 Hrs

Revised on: Apr. 2011

Objectives:

The objective of this course is to introduce students to the concepts and methods of Customer Relationship Management (CRM). The course will have a hands-on, methodological orientation. The goal is to put students in contact with real world applications and databases. Students will explore three key building blocks of CRM databases: data, technology and statistical techniques. Upon completing this course, students should have a working knowledge of CRM and related database marketing techniques, and an appreciation of their potential and limitations.

Specific course objectives are to: 1. Help you understand how analytical techniques and computer models can enhance decision making by converting data and information into insights and decisions. 2. Help you learn to view marketing phenomena and processes in ways that are amenable to decision making. 3. Expose you to a number of examples of the successful use of CRM database and develop your abilities to build, modify, and implement CRM database. 4. Help you to learn what the tools and software is available for CRM and what they can do as well as what they cannot do. 5. Help you to plan your future careers in marketing and management consulting. The general objects of the learning practices used in this course are to introduce, reinforce and assess your transferable skills in:

Critical thinking Information handling Case study analysis

Core Text Book:

2. Customer relationship Management - Sheth, Parvatiyar, Shainesh

Reference Books: 4. The CRM handbook By Jill Dyche

5. CRM By Willium G Zikmund 6. CRM By Greenberg

Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.

Sr. No Unit 1

Topic Changing nature of Marketing and customer services

Duration 6

1.1

Why Customer Relationship Management (CRM)? - Diminishing customer loyalty, Reasons of diminishing customer loyalty Customer Life Cycle Need for Mass customization: Myth or Reality?

1.2 1.3

1.4 1.5 1.6 1.7

Characteristics of empowered customers Emerging trends in marketing Changing nature of customer service Emergence of CRM: Introduction to the Concepts of Relationship Marketing(RM), Customer Experience Management(CEM), Customer Touch point Value (CTV), Customer Lifetime Value(CLV), Definition, nature and concept of CRM Case study: BPCL-Matching customer expectation

1.8

Unit 2

CRM overview and Basic Concepts

2.1

Concept of Relationship Marketing: J. N. Sheth Model, Peppers and Rogers Model Developing Relational Bonds with customer: Financial, Structural, Customization RFM Model Customer Lifetime Value(CLV) calculation, Significance of CLV Personalization Case : TATA motors : Getting its CRM right CRM Strategy Customer Acquisition Sales Force Automation(SFA) Customer Interaction Management (CIM) Campaign Management Customer Service Management Channel Optimization

2.2

2.3 2.4 2.5 2.6 Unit 3 3.1 3.2 3.3 3.4 3.5 3.6

1 2 1 1 10 1 2 1 1 1 1

3.7 3.8 3.9 Unit 4 4.1

Customer retention strategy Customer Win-back strategy Case study: ICICI bank Its CRM strategies CRM Process Planning for CRM: Elements in CRM planning, Preparing the CRM business plan Role of IT for CRM Analytical CRM, Operational CRM, Collaborative CRM Business Process Re-engineering (BPR) Process Mapping and Process Blueprinting Change Management Case: AIRTEL-Managing Customer Relationships through the Sales Cycle Tools for CRM Decision Support System(DSS) Data Mining and Data Warehousing Business Intelligence Assignment: Study various CRM tools available in the context of any one company CRM Implementation

1 1 1 5 1

4.2 4.3 4.4 4.5 4.6 4.7 Unit 5 5.1 5.2 5.3 5.4

1 1 1

3 1 1 1

Unit 6

6.1

Choosing the right implementation approach: Implementation of CRM for what and where( SBU level, Corporate level) Steps in CRM implementation

6.2

6.3 6.4

Expected benefits of CRM implementation Case: Mahindra and Mahindra- Its CRM Initiatives 1

6.5 Unit 7

Case: Marriott-Focused on customers all the way Guarding against CRM failures 2

7.1 7.2 7.3 7.4

Creating the right culture Ensuring right CRM implementation The 7 deadly sins in CRM Assignment: Find a company that has failed in its CRM initiatives and prepare the reasons for its failure with recommendations for improvement

Subject: International Marketing Management Course: PGDMM Sem. IV, Course Code: 2011-PGDMM-407
Total Hrs: 40 Hrs

Revised on: Jan 2010

1. Objectives : a. To understand and appreciate the concept of International Marketing (I.M.). in theory and practice b. To evaluate the environment of International Marketing(I.M.) and develop a feasible marketing plan (process) c. To understand and apply the STP in International Marketing (I.M) (segmentation, targeting, positioning) d. To have an elementary knowledge of consumer behaviour and marketing research in International Marketing(I.M) e. To understand and appreciate the concept of marketing strategy formulation and implementation in International Marketing(I.M.)

2. Core text book for Reading: International Marketing Management Jain/G.Cateora

Warren Keegan/Dipak

3. Pedagogy: Class Room Lectures, Activities, Case study, Assignments, Guest Lecture, Book reviews & Test.
Sr No Unit 1 1.1 Topic Introduction and Orientation International Marketing Basic understanding of international marketing (I.M), marketing definition, key marketing terms and concepts, marketing orientations, distinction between sales and marketing. Concepts of customer value, CPV, CLV, creating customer value, satisfaction and delight. Strategic Planning Process, growth strategies-BCG, GE, Ansoff. Marketing Plan 1.3 Case study: Growth strategy of an auto mobile company 1 Duration 5 1

1.2

2 Unit 2 2.1 2.2 Segmentation, Targeting & Positioning International Marketing Segmentation- Bases and Process of segmentation. Targeting. Competitive frame of reference, POD and POP, differentiation strategies Case study: Trust toothpaste 2 Unit 3 3.1 3.2 3.3 Developing the Marketing Mix - International Marketing 4Ps, 7Ps, 4Cs of marketing Product characteristics and classifications, product differentiation Product hierarchy, product systems, product mixes, PLC, NPD, Product Life Cycle marketing strategies Case study: Kellogg's-Nutri Grain-Extending the Product Life Cycle 2 6 1 1 2 4 1 1

Unit 4

Branding Strategy- International Marketing

4.1

Brand, Brand Equity, Brand Equity Models- AAKER, Brand Resonance, Brand Elements Branding decisions, brand extensions, brand portfolio, co-branding

4.2 Book review: Al Ries and Jack Trout's 22 IMMUTABLE LAWS OF BRANDING Case study: Kellogg's-Rebranding a Corporate Image

2 2

2 Unit 5 5.1 5.2 Pricing Strategy- International Marketing Price, pricing process, setting the price. Adapting the price, initiating and responding to price changes 2 1 1

Unit 6 6.1 6.2

Designing and managing services- International Marketing Nature, categories, characteristics of services, Marketing strategies. Services differentiation, Brand strategies, Services marketing mix

2 1 1

Unit 7 7.1

Place Strategy- International Marketing Distribution strategy, Importance of channels, channel functions and flows, levels of channels, Channel design, channel management, VMS, channel conflict, ecommerce Retailing - types, marketing decisions, private labels. Wholesaling-types, trends. Case Study: Footwear India Limited

5 1

7.2

7.3

Unit 8

Integrated Marketing Communication Strategy

8.1

Significance of IMC, Marketing communications mix/modes, developing effective communications Developing advertising programmed, deciding on media and measuring effectiveness. Sales Promotion- objectives, major decisions. Promotion vs. advertising

8.2

8.3

Personal Selling- sales force management. Public relations, Direct Marketing, Events, Interactive and word-of mouth marketing Case study: Portakabin-promoting the brand

8.4 8.5

1 1

2 Unit 9 9.1 Total Marketing Effort- International Marketing Integrated marketing plan, implementation and control 2 2

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