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Detailed Course Syllabus for MBA Program SEMESTER - III (2022 - 2023)
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MM : 1 (Marketing Management) MM : 2 (Marketing Management) MM :3 (Marketing Management)


SALES AND DISTRIBUTION MANAGEMENT DIGITAL AND SOCIAL MEDIA MARKETING IMC AND BRAND MANAGEMENT

Module : 1 Module ; 1 Module : 1


Introduction to Sales Management - Definition and Introduction: Digital Marketing and its Significance. Marketing Communication: Introduction, Objectives,
meaning, Objectives, Sales Research, Sales Forecasting, Sales Traditional marketing V/s digital marketing. Marketing in using MC to build brand, Introduction to IMC:
Forecasting methods, Sales Planning and control: Goal digital environment, Introduction to E-commerce, types of E- concepts,IMC partners & industry organisation. How
setting, Performance measurement, diagnosis and corrective commerce & business models, advantages & Disadvantages, brand communication works, How brand decision makers
actions, Estimating market and Sales Potentials hybrid & multi-channel options, online media and types. respond to MC messages. IMC planning process
Module : 2
Module : 2 Digital marketing research: Features of marketing research,
Module : 2
Sales Organisation – Setting up a sales organization, steps in marketing research, methods of digital marketing
research, audience profiling and segmentation. The internet: Creating Sending & Receiving IMC messages - How to
Personal Selling, Management of Sales force, Recruitment
uses, purposes, online consumer behaviour, direct marketing. develop creative message strategy, how to get a big idea;
& Selection, Training, Motivation and Evaluation,
Online research methods, behavioural targeting, blogs and Message execution.
Compensating Sales Force, Territory Management, Sales
types, building customer profiles, competitor analysis,
Budget, Sales Quota.
integrating online strategies, offline marketing strategies. Module : 3
Media planning : Media classifications, Advertising &
Module : 3 Module : 3 IMC Media Planning, consumer sales promotion, trade
Physical Distribution – Definition, Importance – Search Engine Marketing: Introduction, email campaign promotion, Personal selling ,Public relations, direct
participants in physical distribution process - Different creation and management, search and display on search
marketing, event marketing and customer services;
forms of channels - Functions of Marketing Channels, engines, pricing models, page rankings, search engine
Evaluating IMC campaigns
Unconventional channels - Channel Intermediaries – optimization (SEO) and process, key words, search engine
Wholesaling and Retailing , Channels for Consumer marketing (SEM), paid and natural search, search
methodology.
Module : 4
goods, Industrial Goods & Services – Integrated
Module : 4 Brand Management & Brand Equity: Meaning, Scope of
Marketing Channels – Horizontal, Vertical, Multi -channel
Social Media: Introduction to social media, Facebook, Brand, Brand Management. Branding Challenges &
marketing Systems.
Linkedin, Twitter, Youtube, creating a channel on Youtube, opportunities. Strategic Brand Management – need &
social media measuring, forums and discussion boards, process. Identifying & Establishing Brand Positioning &
Module : 4
forums and communities, blogs, viral campaigns, building Values-Brand Equity, customer based brand equity, brand
Supply Chain Management – concept – significance – positioning.
online relationships with different stakeholders
components – Order processing – Material Handling –
.
Transportation – Warehousing – Inventory Management –
Module : 5 Module : 5
Reverse Logistics, E-enabled selling and distribution
Online Reputation and Recent Trends: Introduction, reputation Planning & implementing brand marketing program,
management process, features of online reputation management, Measuring & implementing brand performance
Module : 5 strategies and tools of online reputation management, handling
E-commerce and e-retailing - E-commerce and e- negative comments, recent trends in digital marketing,
retailing as a channel of distribution, Electronic localization of content and advertising, marketing using mobile
intermediaries, Disintermediation and Re-intermediation, networks, journey from traditional to mobile banking, consumer
e-enabled logistics management and tracking systems. engagement and methods.

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FM : 1 (Financial Management) FM : 2 (Financial Management) FM : 3 (Financial Management)


INVESTMENT ANALYSIS & PORTFOLIO MANAGEMENT PROJECT APPRAISAL AND FINANCE FINANCIAL DERIVATIVES

Module : 1 Module : 1 Module : 1


FIXED-INCOME VALUATION: Introduction. Bond Prices and Long-term Investment Decisions: Capital Budgeting– Introduction to Derivatives Trading and Settlement –
the Time Value of Money: Bond Pricing with a Market Discount Identification of Cash Flows and evaluation of proposals, Risk Introduction to risk management, managing risk, types of
Rate, Yield-to-Maturity, Relationships between the Bond Price and Uncertainty Analysis, Certainty Equivalent Approach, business risks, derivatives and derivative products, classification
and Bond Characteristics. The Maturity Structure of Interest Sensitivity Analysis, Probability Distribution Approach and of derivatives, participants in derivative market, functions of
Rates. Yield Spreads: Yield Spreads over Benchmark Rates, Yield Decision Tree Approach derivatives Trading of Derivatives Contracts Futures and
Spreads over the Benchmark Yield Curv Options Trading System, The Trader Workstation, Futures and
Module : 2 Module : 2 Options Market Instruments, Criteria for Stocks and Index
EQUITY VALUATION – CONCEPTS AND BASIC TOOLS: Leasing, Hire-purchase & Project Finance-Types of leases, Eligibility for Trading, Charges ; Clearing and Settlement -
Introduction. Estimated Value and Market Price. Major Categories rationale for leasing, Mechanics of leasing, Operating lease, Clearing Entities, Clearing Mechanism, Settlement Procedure,
of Equity Valuation Models: Present Value Models: The Dividend Leasing as financial decision, Lease Vs borrow & buy evaluation, Risk Management, Margining System
Discount Model; Background and Description of the Dividend Hire purchase arrangement, Choice between leasing & hire
Discount Model. The Gordon Growth Model, Multistage Dividend purchase, Project finance – Private Equity, Venture Capital. Module : 2
Discount Models. Multiplier Models: Relationships among Price Equity Futures Derivatives and Trading Strategies– Types of
Multiples, Present Value Models, and Fundamentals; The Method of Futures – On the basis of Maturity, On the basis of the underlying
Comparables; Illustration of a Valuation Based Roon Price Multiples;
Module : 3 asset; Margining in the Futures market; Terminologies used in
Enterprise Value. Asset-Based Valuation
Capital structure & Value of firm - Assumptions & definitions, the Futures Market; Futures Pricing – Cost of Carry Model;
Module : 3
NI approach, NOI approach, Traditional Position, MM position, Trading Strategies using futures.
PORTFOLIO RISK AND RETURN – PART I: The Concept of
Market Efficiency, Forms of Market Efficiency , Random Walk Taxation & capital structure, Trade off theory, Signaling theory ,
Theory, Investment Characteristics of Assets: Return, Other Major Pecking order theory, Factors determining Capital Structure, Module : 3
Return Measures and their Applications, Variance and Covariance Financial Distress, Project Financing and Project Beta Option Derivatives and Trading Strategies using options –
of Returns, Historical Return and Risk, Other Investment Types of Options - Call Options, Put Options; Option Pay-Offs;
Characteristics. Portfolio Risk: The Concept of Risk Aversion, Terminologies used in the Options Market; Option Pricing –
Portfolio of Two Risky Assets, Portfolio of Multiple Risky Assets, Module : 4 Binomial Model and Black & Scholes Model; Trading Strategies
The Power of Diversification. Mergers & Acquisitions – M & A –Exchange ratio Financial using options- caps, collars, butterfly, straddle, strangle etc.
Module : 4 evaluation of mergers, M&A as capital budgeting decision, Option Greeks.
PORTFOLIO RISK AND RETURN – PART II: Efficient Frontier Economic value added & market value added Taxation aspects.
and Investor’s Optimal Portfolio: Investment Opportunity Set, Module : 4
Minimum-Variance Portfolios, A Risk-Free Asset and Multiple Risky Swaps - Concept and Characteristics; Types of Swaps – Interest
Assets, Optimal Investor Portfolio, Capital Market Theory: Portfolio Rate Swaps and Currency Swaps; Structure of Interest Rate
of Risk-Free and Risky Assets, The Capital Market Line. Pricing of Module : 5 Swaps and Intermediated Interest Rate Swaps; Relation between
Risk and Computation of Expected Return: Systematic Risk and Management of Cash - Motives of holding cash, factors Interest Rate Swaps and Forward Rate Agreements; Calculations
Non-systematic Risk, Calculation and Interpretation of Beta. The on Swaps.
determining the cash balance, Managing the cash flow, Cash
Capital Asset Pricing Model: Assumptions of the CAPM, The
budget, Reports for control, Cash collection & disbursement,
Security Market Line, Applications of the CAPM -
Options for investing surplus funds & strategies for managing Module : 5
Module : 5
surplus funds, Models- The Baumol model, The Beranek Model, Foreign Exchange risk & Corporate Exposure Management –
PORTFOLIO MANAGEMENT – Specification of Investment
The Miller-Orr Model. Management of Receivables - Credit Types of Exposure – Transaction, Economic and Translation;
Objectives and Constraints, Selection of Asset Mix,Formulation
policies, Evaluating the debtors, Credit analysis & decision, Foreign Exchange Risk – Types, Risk Management Techniques –
of Portfolio Strategy, Selection of Securities, Portfolio Execution,
Credit terms & collection policies, Control of accounts External and Internal. International portfolio diversification and
Portfolio Revision, Performance Evaluation, Portfolio and
receivables, Heuristic approach, Factoring and forfaiting transfer pricing, Currency Derivatives and its application, Risk
Mutual fund Performance evaluation – Sharpe Ratio, Treynor
Management practices in India
Ratio, Jensen’s Alpha, Sortino Ratio and M2.
2
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HRM : 1 HRM : 2 HRM : 3


MANPOWER PLANNING, RECRUITMENT AND PERFORMANCE MEASUREMENT SYSTEM COMPENSATION AND BENEFITS MANAGEMENT
SELECTION

Module : 1 Module : 1 Module : 1


Manpower Planning: Meaning of HRP, Factors Affecting Introduction to Performance Management: Concept – Job Evaluation / Grade Structure - a. Purpose and Methods of
Manpower Planning, Need for Manpower Planning, Process of Performance appraisal, Performance Management, Job Evaluation, Ranking Systems, Job Classification / Grading
Manpower Planning, Importance of Manpower Planning, Performance management system, Objectives and method, Points System, Factor Comparison Method, Packaged
Obstacles in Manpower Planning, Advantages of Manpower functions of Performance Management system, Linkage of Point Plans, Implementation, Job evaluation approach to
Planning, Successful Manpower Planning Performance Management to strategic planning. compensation management

Module : 2 Module : 2 Module : 2


Manpower Forecasting: Concept, Factors affecting HRP, HRP Process of Performance Management: Introduction to Compensation Planning – Concept of Minimum Wage ,Fair
at different levels of management, Integration of strategic Performance Management Process, Performance wage, Living Wage , Nature and objectives of Compensation,
planning and HRP, Process of HRP – Introduction Demand Management Planning Process, Mechanism of Wages, Wage Fixation, wage fixation institutions in India, Wage
Forecasting Techniques of demand forecasting, Supply differentials, Wage Plans – Rowan /Halsey; Components of
Performance Management Planning and Execution.
forecasting, Control and Review mechanism. Compensation –Base compensation – Perks, Fringe Benefits,
Pay for Performance – Incentives; Bonuses- concept & methods
Module : 3 Module : 3 of calculation
Developing a Manpower Plan: Use of HRIS in HRP, HR Plan Performance Appraisal: Definitions & Objectives of
Implementation, Managerial Succession Planning, Requisites of Module : 3
Successful HRP, Recent Trends in HRP PA and Characteristics of PA, Importance, Advantages
& Disadvantages of PA, Process of PA, Pitfall of PA, Strategic Perspective of Compensation – Aligning compensation
strategy with Business strategy, Competency Based
Module : 4 Achieving effective PA, Methods of PA, Performance Compensation program, Managing Compensation;
Recruiting & Selecting Human Resources- Sourcing of Appraisal Methods: Performance Appraisal Methods, Compensation as a retention strategy.
candidates, Recruitment, Factors governing recruitment, Traditional Methods, Modern Methods
Strategic Management & Recruitment- Centralised & Module : 4
Decentralised Modern Sources and Techniques of Recruitment. Module : 4 Incentive Plans and Fringe Benefits- Characteristics, benefits
Selection- concept, Selection Process, use of Psychological Models for Assessing Performance-Balance score card; and types of Incentive Plans, Profit/Gain Sharing – Concept and
tests, Types of tests, Psychometric tests, online test, Importance Objectives and process of Performance monitoring, issues; Fringe benefits – Concept, need & objectives of fringe
of tests, Interviews- interviewing skills, Evaluation of Selection Performance management linked with reward systems. Building benefits, Fringe benefits in India.
Programs, Recent Trends in Selection. Barriers to effective a High Performance culture-Performance Management &
selection, Ancillary Topics- Induction, Placement, Employer Employee Development. Module : 5
branding
Statutory Provisions related to Compensation - Payment of
Module : 5 Wages Act 1936, Minimum Wages Act 1948, Payment of Bonus
Module : 5 Ethics in Performance Appraisal: Ethics – An Overview, Ethics Act 1965, Employees State Insurance Act 1948, Employees
Recent Trends in Manpower Planning: Introduction, E- in Performance Management, Principles of ethical performance
Manpower planning, e-Recruitment, e-selection Competency Provident Fund Act 1952, Payment of Gratuity Act 1972
management Ethical issues and dilemmas in performance
mapping, Knowledge management, E-Manpower Development, management
Concept of Global Recruitment.

3
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OM : 1 OM : 2 OM : 3
LOGISTICS AND SUPPLY CHAIN MANAGEMENT QUALITY TOOLKIT FOR MANAGERS OPERATIONS RESEARCH

Module : 1 Module : 1 Module : 1


Supply Chain Management: Concept, Decision Phases in Introduction to Quality Concepts: Dimensions of Quality, Cost Introduction to Operation Research: Concept of Operation
Supply chain, Supply chain strategies, Drivers of supply chain of Quality, Quality philosophies, Quality systems, contribution research, Main phases of operation research, Problem solving
performance, competitive advantage through supply chain of Quality gurus. and decision making. Application of Operation research in
management. Business.
Module : 2
Module : 2 Quality Assurance and Control – Concepts of Quality Module : 2
Supply Chain Network: Factors influencing distribution Assurance, Objectives, Quality Manual, Specification and Design Linear Programming & Game Theory: Formulation of Linear
network design, Design options for distribution network, Control, Process control, inspection and testing, Quality Programming problems, graphical method for solution of LPP,
Designing distribution network in various business applications, assurance in Services Game models, 2 persons, zero sum games and their solutions.
E-supply chain, and impact of uncertainty on network design. Solution of 2 x n and m x 2 games by graphical methods
Module : 3
Module : 3 Statistical Process Control (SPC): 7 tools of quality, control Module : 3
Network Optimization: Optimization approach and techniques, charts for variable and attributes, control chart techniques, X bar, Assignment: Assumptions and formulation of
Role of transportation in supply chain, factor influencing R bar correlation. Pareto diagrams, cause and effect diagrams
Assignment problems, Hungarian method, Maximization
transport decisions, modes of transportation and selection scatter diagrams, run charts, histograms, and flow charts.
problems.
process Warehousing Management, Reverse Logistics
Module : 4
Module : 4
Module : 4 TQM tools: TQM Frame work, Benchmarking, benchmarking
Transportation: Steps involved in transportation problems,
Procurement and Suppliers Relationship: Procurement process, QFD (Quality function Deployment), TPM (Total
Initial feasible solutions – NWCR, LCM, VAM, Testing
overview, Purchase process and purchasing cycle, Supplier Productive Maintenance) and FMEA (Failure More and Effects
degeneracy, testing optimality, MODI method.
Relationship Management, Supplier segmentation and Supplier Analysis)
evaluation Module : 5
Module : 5 PERT / CPM: Network rules and network diagrams, calculation
Module : 5 of Earliest Start and Finish Times, Latest Start and Finish Times,
Quality Improvement Techniques: KAIZEN, Six Sigma, ISO, 5S,
SCM Performance Measures: Importance of performance
QC, Poka-Yoke, Lean Manufacturing, Service Quality identification of critical path, and project duration.
measure, Introduction to SCOR Model, Types of Performance
Measures – Productivity Measure, Quality Measure, Customer
Service Measure and Cost Measure

4
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BA : 1 BA : 2 BA : 3
DATA VISUALIZATION FOR MANAGERS DATA MINING DATA SCIENCE USING R

Module : 1 Module : 1 Module : 1


Creating Visual Analytics with Interactive data visualization Data Mining Concept – Introduction, Data Mining Roots, Data Basic fundamentals, installation and use of software, data
software Desktop – Shortcomings of Traditional Information Mining Process, Large Data Sets, Data Warehouse for Data editing, use of R as a calculator, functions and assignments, Use
Analysis, Business Case for visual analysis, The Interactive data Mining, Business Aspect of Data mining, Preparing Data – of R as a calculator, functions and matrix operations missing data
visualization software Software Ecosystem, Introducing Representation, Characteristics and Transformation of Raw and logical operators.
Interactive data visualization software Desktop Workspace Data, Missing data, Time Dependent Data, outlier analysis
Module : 2
Module : 2 Module : 2 Conditional executions and loops, data management
Connecting Data – How to connect Data, What are generated Data Reduction – Dimensions of large data sets, feature
values, Use of Data Connection and Data Extract, Joining
with sequences, Data management with repeats, sorting,
reduction, relief algorithm, entropy measures for ranking
Database Table with Tableau, Blending different Datasources in ordering, and lists
features, PCA, Value Reduction, Feature Discretisation – Chi
single Worksheet, Data Quality Problem Merge Technique, case reduction Learning from Data- Learning
Machine, SLT, Types of Learning methods, Common Learning
Module : 3 Tasks, SVM, kNN-Nearest Neighbour Classifier, Model Module : 3
Building Visualisation – Fast and Easy Analysis via Selection vs Generalisation, Model Estimation, 90% Accuracy: Data management with repeats, sorting, ordering, and
“Show me”, how “Show Me” works, Trendlines and Why not? lists, Vector indexing, factors, Data management with
Reference Lines, Sorting Data in Interactive data strings, display and formatting
visualization software, Enhancing views with Filters, Sets, Module : 3
Groups and Hierarchies Decision Trees and Decision Rules- Decision Trees, C4.5 Module : 4
algorithm-DT, Unknown Attribute Values, Pruning Decision Data management with display paste, split, find and
Trees, C4.5-DR, CART algorithm and Gini Index, Limitations of replacement, manipulations with alphabets, evaluation of
Module : 4 decision tree and decision rules, Artificial Neural Networks – strings, data frames, Data frames, import of external data in
Creating Calculations to Enhance Data- Aggregation, Models of Artificial Neurons, Architecture of ANNs, Learning various file formats, statistical functions, compilation of data.
Calculated Values and Table Calculations, Using Calculation process, Learning Tasks using ANN, Multilayer
Dialogue box, Binding Formulas using Table Calculations, Table .
Perceptrons(MLPs), Competitive Network and Competitive
Calculation Functions, Flexibility to Calculation Parameters, Learning, SOMs
Function Reference appendix Module : 5
Graphics and plots, statistical functions for central tendency,
Module : 4 variation, skewness and kurtosis, handling of bivarite data
Module : 5 Association Rules- Market Basket Analysis, Algorithm Apriori,
Bringing together with Dashboard – Dashboard as facilitator, through graphics, correlations, programming and illustration
From frequent itemsets to association rules, Improving efficiency with examples,
Interactive data visualization software for improving of Apriori Algorithm, EP growth model, Associative
Dashboard, Right and Wrong Ways to build a Dashboards, Best Classification Method, Multidimensional Association- Rules
practices to build Dashboard, Building advanced Dashboard, Mining
Sharing Dashboard with Interactive data visualization software
Reader and Server, Designing Mobile Consumption, Interactive Module : 5
data visualization software and Load Speed Web Mining and Text Mining- Web Mining, Web Content,
structure and usage mining, HITS and LOGSOM algorithm,
Mining Path Traversal Patterns, Page Rank Algorithm, Text
Mining, LSA,

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ED : 1 ED : 2 Common Subject
ENTREPRENEURIAL THEORY AND PRACTICES BUSINESS PLAN FORMULATION STRATEGIC MANAGEMENT

Module : 1 Module : 1 Module : 1


Evolution of the concept of entrepreneurship. The entrepreneur: Business plan: meaning and significance of a business plan, major Introduction to Strategic Management and Business
characteristics and functions, types of entrepreneurs, distinction contents, formulation of a business Plan, common mistakes in Policy – Evolution of strategic management and business
between manager and an entrepreneur. Intrapreneur: concept, business plan.
policy, understanding strategy, strategic decision making,
characteristics, barriers, intrapreneurial climate and culture. Module : 2 schools of thought of strategy formation, introduction to
Factors contributing to entrepreneurship development. Theories Project: classification, project cycle, phases. Project identification.
strategy management
of entrepreneurship. Indian entrepreneurs and their ventures Project formulation.
(cases).
Module : 3 Module : 2
Project ideas: entrepreneurial environment scanning, identification
Module : 2 Strategic Intent and Strategy Formulation- Vision,
of opportunities selecting a product, network analysis, project
Post-independence growth of entrepreneurship in India, role of report. Mission and Values, Organisational Values and their
entrepreneurship in economic development. Entrepreneurship Module : 4 impact on strategy, preparation of vision and mission
development programmes: objectives, phases, evaluation and Project appraisal: meaning and concept, methods of project statement, organisational objectives, Environmental
problems of EDPs. Entrepreneurial competencies: meaning, appraisal, project feasibility analysis, sample feasibility report. Appraisal, Concept of environment, SWOT Analysis,
major competencies and developing competencies. Environmental Sectors, Environmental Scanning.
Module : 5
Steps in starting a small enterprise, whom to approach for what,
Module : 3
sample project profile.. Osterwalder’s business model canvas. Module : 3
Theory of achievement motivation, Prof. David McClelland’s
contribution, Kakinada experiment. Women entrepreneurship in Corporate Level Strategies – Strategy formulation,
ED : 3 Growth Strategy, Corporate Parenting, Portfolio and other
India, problems of women entrepreneurship. Rural
SOCIAL ENTREPRENEURSHIP
entrepreneurship in India and its importance, problems of rural analytical models, short term corporate strategies.
entrepreneurship. Entrepreneurship in various sectors: tourism,
Module : 1
agriculture and social. Micro and small scale enterprises. Module : 4
Concept of Social Enterprise, Purpose, Motivation,
Characteristics of Social Entrepreneurs, Success Factors of Social Competitive Strategy/ Business Level Strategy- Porter’s
Module : 4 Enterprise competitive strategies, Resource based theory, Competing
Steps for starting a small scale industry, ownership pattern. for tomorrow’s market.
Module : 2
Financial analysis: Ratio analysis, investment process, break-
Social Entrepreneurship: Socio-Economic Issues ad challenges in
even analysis, profitability analysis, budget and planning Indian Context, Concept of Sustainability, Sustainable Development Module : 5
process. Sources of finance: development finance, project Goals , Opportunity Recognition in Social Enterprise
financing.
Functional and Operational Implementation –
Module : 3 Functional Strategy, Financial Plans and Policies,
Social Entrepreneurship Business Models: Profit-Purpose Marketing Plans and Policies, Personnel Plans and
Module : 5
Tension (PPT), Profit-Purpose Alignment (PPA) and
Entrepreneurial support systems: Institutional finance to Policies, Operational Plans and Policies , Strategy
Philanthropic; Business Model Innovation
entrepreneurs (various institutions), institutional support to Evaluation and Selection Techniques – Evaluation of
Module : 4
entrepreneurs (various institutions), lease and hire purchase, Strategy, Assessing suitability, Life Cycle Analysis,
Forms of Social Enterprise: Profit and non-profit Proprietorships,
benefits in taxation to entrepreneurs, Government policy and Positioning, Value Chain Analysis, Business Profile, Gap
Partnership , company ,Non-Governmental organisation - Society –
support to SSI. Sickness in small scale industries. Analysis.
Trust and Company (sec. 25) registration, Selection of forms of Social
Enterprise
Module : 5
Case Studies in Social Entrepreneurship.
6
Dharampeth (opp. Traffic children park) & Nandanvan (Jagnade square)■ Mob. + 91 9970444580
Sebastian sir’s : 9970444580 Conclusion MBA coaching classes for private circulation only
(Learn , practice & execute)

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Dharampeth (opp. Traffic children park) & Nandanvan (Jagnade square)■ Mob. + 91 9970444580

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