Master of Business Administration

CURRICULUM

SEM-I
Course Name: Organizational Behavior
Course Code:

Course Objectives: On completion of this course, the students will be able to

 CO1: Demonstrate the applicability of the concept of organizational behavior to
understand the behavior of people in the organization.
 CO2: Demonstrate the applicability of analyzing the complexities associated with
management of individual behavior in the organization.
 CO3: Analyze the complexities associated with management of the group behavior in
the organization.
 CO4: Demonstrate how the organizational behavior can integrate in understanding the
motivation (why) behind behavior of people in the organization.

Module 1: Introduction

 Management and Organizational Behavior

 Individual and Cultural Differences
 Perception and Job Attitudes
 Learning and Reinforcement

Module 2: Diversity in organization and Motivation

 Diversity and Workforce

 Challenges of Diversity
 Recommendations for Managing Diversity
 Managerial Decision making
 Barriers to Effective decision making
 Improving Quality of decision making
 Work Motivation for Performance
 Process Theories for motivation
 Performance Appraisals and Reward

Module 3: Managing Team & Leadership

 Group and Intergroup Relations

 Managing Effective Work Group
 Understanding and Managing Work Team, Multicultural Team
 Managerial Communication and Corporate Reputation
 Leadership needs in 21st Century
 Approaches to Leadership
Module 4: Power, Politics, Conflict and Negotiation

 Power in Inter-personal Relationships

 Political Behavior in Organization
 Resolving Conflicts in Organization’
 Negotiation Behavior
 External and Internal Organizational Environment
 Organization Structure and Change

Module 5: HRM and Entrepreneurship

 Human Resource Management and Compliance

 Coping with work related Stress
 Overview of Entrepreneurship
 Optimal Support for Entrepreneurship

 Reference Books:
 J. M. Ivancevich, A. D. Szilagyi, and M. Wallace, Organizational Behavior and
Performance (Glenview, Ill.: Scott,Foresman, 1977), p. 80.
 B. F. Skinner, “Operant Behavior,” American Psychologist, 1963, 18, pp. 503–515.
 J. B. Watson, Behavior: An Introduction to Comparative Psychology (New York: Holt,
Rinehart and Winston,1914).
 E. L. Thorndike, Animal Intelligence (New York: Macmillan, 1911), p. 244.
 F. Luthans, et. al., Organizational Behavior 13th Edition (Charlotte: Information Age
Publishing, 2016).
 A. Bandura, Social Learning Theory (Englewood Cliffs, N.J.: Prentice-Hall, 1977).
 A. Filley, R. J. House, and S. Kerr, Managerial Process and Organizational Behavior
(Glenview, III.: Scott,Foresman, 1975)

Course Name: Principles of Accounting

Course Code:
Course Objectives:
 Introduces students to the world of accounting and assumes no prior knowledge of
the subject area.
 It will be demonstrated how a practical understanding and interpretation of
accounting reports and other accounting tools can improve decision-making and add
value for company stakeholders

Module 1: Introduction to Accounting

 Introducing
 Meaning, utility
 Definition of Accounting
 Types of Accounting
 Financial Accounting v/s Management Accounting
 Accounting Principles
 Kinds of accounting Principles
 Accounting Concepts

Module 2: Primary Book (Journal)

 Introduction, Meaning
 Journalizing
  Format of Journal
 Opening entry
 Types of Journal Entry
 Advantages of Journal
 Debit & Credit

Module 3: Subsidiary Books

 Introduction, Meaning
 Needs
 Uses of Subsidiary Book
 Purchase Book
 Purchase Return Book
 Sales Book
 Sales Return Book
 Cash Book
 Petty Cash Book

Module 4: Trial Balance

 Introduction, Meaning
 Objective of Trial balance
 Advantages & disadvantages
 Purpose of Trial Balance
 Preparation of Trial Balance
 Format
 Methods of preparation
 Types of Trial Balance
 Balancing
 Meaning of balances

Module 5: Final Accounts

 Introduction, Meaning
 Objectives and importance of Final accounts
 Trading Account
 Balancing of Trading account
 Profit & Loss Account
 Balance Sheet
 Features of Balance Sheet
 Diff between Trial balance and balance Sheet
 Adjustments (4)
 Closing stock
 Prepaid expenses
 Outstanding expenses
 Depreciation

 Reference Books:
 [Link] S.K and Dearden J, Accounting for Management, Text and Cases:,
Vikas Publishing House, New Delhi.
 2. Heitger L.E and Matulich S, Financial Accounting, Tata McGraw Hills.



Course Name: Managerial Economics
Course Code:

Course Objectives: To integrate the basic concepts of economics with the tools of
mathematics and statistics in order to analyze and make optimal business decisions.

MODULE -I
 Nature and scope of Managerial Economics: nature and scope of Managerial
Economics, its relationship with subjects.
 Objective of Firm,
 Fundamental Economic concepts- Opport module y cost concept,
 Incremental concept,
 Principle of the perspective,
 Discounting principle and Equimarginal principle.

MODULE -II
 Demand Analysis: Concept and importance of Demand & its determinants,
 Income & Substitution effect,
 Various elasticities of demand,
 using elasticities in managerial decisions,
 revenue concepts,
 relevance of demand forecasting,
 Methods of demand forecasting.

MODULE -III
 Cost Concept and Production Theory: Various cost concepts & classifications,
 Cost output relationship - in
 short run and in long run, (cost curves),
 Economies of scale,
 cost control and cost reduction,
 managerial uses of production function,
 Indifferent curves.

MODULE -IV
 Pricing Decisions: Pricing methods,
 Price Discrimination,
 Price and output decisions under different market
 structures - Perfect competition,
 Monopoly and Monopolistic Competition,
 Oligopoly.

MODULE -V
 Profit & Inflation: Profit,
 Functions of profit,
 profit maximization,
 Break Even analysis,
 Inflation - Types, in terms of demand pull & cost factors,
 effects of inflation.

Reference Books
 Varsney & Maheshwari: Managerial Economics
 Mote, Paul & Gupta Managerial Economics: Concepts & Cases
 D.N. Dwivedi Managerial Economics
 D.C. Hague Managerial Economics
 Peterson & Lewis Managerial Economics
 Trivedi Managerial Economics
  D. Gopalkrishna A study of Managerial Economics
 Habib-Ur-Rehman Managerial Economics

Course Name: Principles OF MANAGEMENT

Course Code:

Course Objectives: At the end of the semester the students would be able to-
- Explain & understand management, evolution of management thought, social and ethical
responsibilities of management, span of control and various functions management in the
organization.

Module 1: Introduction of Management

 Definition of Management
 Need of Management Principles
 Management Science or Art
 Management as an Art
 Management as Science
 Management as both Science and Art
 Functions of Management
 Needs of Levels of Management
 Levels of Management
 Managerial Skills
 Managerial Roles

Module 2: Evolution of Management Thought

 Early Approaches to Management
o Robert Owen: Human Resource Management Pioneer
o Charles Babbage
o Andrew Ure & Charles Dupin
o Henry Robinson Towne
 Classical Approach
 Scientific Management
o 4 Steps of Scientific Management
o Taylor’s Approach to Management
o Limitation of Scientific Management
 Administrative Theory
o Fayol Outlined 14 Principles of Management
 Bureaucratic Management
o Mary Parker Follet: Focusing on Group Influences
o Elton Mayo: Focusing on Human Relations
o Four Parts of Hawthorne Studies / Experiments
o Conclusions of Hawthorne Studies / Experiments
o Criticism of Hawthorne Studies / Experiments
o Abraham Maslow: Focusing on Human Needs
o Douglas McGregor
o Chris Argyris
 Quantitative Approach
o Management Science o Operations Management
 Modern Approaches to Management
o Systems Theory o Contingency Theory
Module 3: Social and Ethical Responsibilities of Management

 Social Responsibilities of Management

 Arguments for Social Responsibilities of Business
 Arguments Against Social Responsibilities of Business
 Social Stakeholders
 Measuring Social Responsiveness
o Social Audits
 Managerial Ethics
o Factors that Influence Ethical Behavior
o Stages of Moral Development
o Ethical Guidelines for Managers
o Geographic Segmentation.
Module 4: Span of Control

 Meaning of Span of Control

 Importance of Span of Control
 Factors Affecting Span of Control
 Graicuna’s Formula

Module 5: Managerial Decision Making

 Introduction
 Significance of Rational Decision Making
 Limitations of Rational Decision Making
 Managers as Decision Makers
o The Rational Model
o Non-Rational Model
 Decision Making Process
 Types of Managerial Decisions
o Decision Making Under Certainty
o Decision Making Under Risk
o Decision Making Under Uncertainty
o Modern Approaches to Decision-making under Uncertainty
 Management Information System Vs Decision Support System
 The Systems Approach to Decision Making
 Group Decision Making
o List of the advantages of Group Decision Making
o List of the disadvantages of Group Decision Making
o Forms of Group Decision Making
 Decision Making Techniques.

 Reference Books:
 Principles of Management, By Tripathi, Reddy Tata McGraw Hill
 Principles & practice of management - Dr. [Link], Sultan Chand & Sons - New
Delhi
Course Name: Quantitative Techniques
Course Code:

Course Objectives: Provides students with quantitative skills that are required to make
business decisions. These skills involve using statistical, forecasting and
estimation techniques. Formulation and application of mathematical models in business
decision making scenarios.
Module 1: Statistics

 Introducing
 Meaning,
 Definition and Characteristics of Statistics
 Statistics as a Scientific Method
 Statistics as a Science or an Art
 Importance of Statistics
 Scope of Statistics
 Limitations of Statistics

Module 2: Classification of Data

 Classification
 Types of Classification
 Formation of A Frequency Distribution
Construction of a Discrete Frequency Distribution
Construction of a Continuous Frequency Distribution
Relative or Percentage Frequency Distribution
Cumulative Frequency Distribution
Frequency Density
 Bivariate and Multivariate Frequency Distributions

Module 3: Tabulation

 Objectives of Tabulation
Difference between Classification and Tabulation
Main Parts of a Table
 Type of Tables
 Methods of Tabulation

Module 4: Presentation of Data and Collection of Data

 Diagrammatic Presentation- Advantages, Limitations, General Rules for Making

Diagrams, Choice of a Suitable Diagram
 Bar Diagrams
 Circular or Pie Diagrams
 Pictogram and Cartogram (Map Diagram)
 Collection of Data
 Method of Collecting Data -Drafting a Questionnaire or a Schedule
 Sources of Secondary Data -Secondary Data

Module 5: Measures of Central Tendency
 Introduction
 Average- Functions of an Average, Characteristics of a Good Average, Various
Measures of Average
  Arithmetic Mean- Calculation of Simple Arithmetic Mean, Weighted Arithmetic Mean,
Properties of Arithmetic Mean, Merits and Demerits of Arithmetic Mean
 Median- Determination of Median, Properties of Median, Merits, Demerits and Uses
of Median
 Mode- Determination of Mode, Merits and Demerits of Mode, Relation between
Mean, Median and Mode

 Reference Books:
 Oakshott : Essential Quantitative Methods for Business, Management and
Finance
 Brandon-Jones, Slack : Quantitative Analysis in Operations Management:
Prentice Hall
 Field : Discovering Statistics Using SPSS



Choose any one out of three

Course Name: Business Communication
Course Code:

Course Objectives: Apply business communication strategies and principles to prepare

effective communication for domestic and international business situations. 2. Identify
ethical, legal, cultural, and global issues affecting business communication.

Module 1: Introduction

 Effective Business Communication

 Delivering your message
 Principles of Verbal Communication
 Language Can be an Obstacle to Communication
 Emphasis Strategies
 Improving Verbal Communication
 Understanding Your Audience
 Differences in Perception
 Effective Business Writing
 Principles of Written Communication

Module 2: Business Writing

 Writing Preparation – Checklist for business message

 Research and Investigation
 Ethics, Plagiarism, and Reliable Sources
 Organizing Principles
 Paraphrase and Summary versus Plagiarism
 Revising and Presenting Your Writing
 Proofreading and Design Evaluation
 Feedback in the Writing Process
 Qualitative and Quantitative Research
 Feedback as an Opportunity
Module 3: Business Writing in Action

 Resumes, Cover Letters

 Business Proposals
 Reports and Sales Messages
 Memorandums and Letters
 Developing Business Presentations
 Overcoming Obstacles in Your Presentation
 Nonverbal Delivery, Movement in Your Speech
 Visual Aids, Nonverbal Strategies for Success with Your Audience
 Organization and Outlines

Module 4: Presentations

 Presentations to Inform
o Types of Presentations to Informs and uses
o Presentation to Teach
o Preparing Your Speech to Inform
 Presentations to Persuade
o Principles of Persuasion
o Making an Argument
o Sample Persuasive Speech
o Elevator Speech
 Business Presentations in Action
o Telephone/VoIP Communication
o Sound Bites and Quotables, Celebrations: Toasts and Roasts, Meetings
 Intrapersonal and Interpersonal Business Communication

Module 5: Crisis, International and Group Communication

 Negative News and Crisis Communication

 Intercultural & International Business Communication
 Group Communication, Teamwork, and Leadership
 Writing Effective Routine and Positive Messages


 References :

 Westerman, C. Y. K., & Westerman, D. K. (2013). What’s fair? public and private
delivery of project feedback. Journal of Business Communication, 50(2), 190-207.
doi:10.1177/0021943612474991
 Bennis, W.; Goldsmith, J. (2010). Learning to lead. A workbook on becoming a
leader. New York, NewYork: Basic Books.
 Jansen, F., & Janssen, D. (2010). Effects of positive politeness strategies in business
letters. Journal ofPragmatics, 42(9), 2531-2548. doi:10.1016/[Link].2010.02.013
 Effective Business Communication. Cronen, V., & Pearce, W. B. (1982)
Course Name: Global Business Environment
Course Code:

Course Objectives: The objective of the course is to; enable the students in building strong
foundation in concepts of international trade and business; help the students in understanding
social, cultural and economic factors that lead to trade between countries

Module 1: Introduction
 Meaning, Nature and Scope of International Management
 Driving and Restraining forces of International Business
 Domestic to Transnational Business, Modes of Entry
 Globalization: Forces, Meaning
 Dimensions and Stages in Globalization
 Characteristics and role of MNCs
 International Business Environment: The Economic environment, Social and
Cultural environment, Political, Legal and Regulatory environment, Natural
environment, Technological environment

Module 2: International Trade Theories

 Mercantilism
 Absolute cost Theory
 Comparative cost Theory
 Factor endowment Theory
 International Product life cycle Theory
 International investment Theory:
o Theory of Capital Movements
o Market imperfections Theory
o Internationalization Theory
o Location specific Advantage Theory
o Eclectic Theory Free Theory: Advantages and Disadvantages
 Forms of Protections:
o Tariffs
o Subsidies
o Import Duties
o Voluntary Export Restraints, Administrative Policy, Anti-dumping
Policy
Module 3: International Market and Personnel

 International Marketing: Nature and Significance;

 International Marketing orientations
 International Segmentations
 International Product Life cycle
 International HRM
 International staffing Approaches, Expatriate Management
 International Labor Relations

Module 4: Foreign Exchange

 Foreign exchange Determinations Systems

 Basic Concepts Relating to Foreign exchange
 Various types of Exchange Rate Regimes
 Factors affecting Exchange Rates
 Brief History of Indian Rupee

Module 5: International Institution

 WTO
 IMF
 IBRD
 UNCTAD
 Regional Economic Integration: Introduction
 Levels of Economic Integration
 EU
 NAFTA
 ASEAN
 SAARC
 BRICS

 Reference Book:
 International Business by Daniels and Sullivan.
 International business by Charles Hill. ...

Course Name: Business Law Corporate

Governance
 Course Code:
 Course Objectives: To acquire specialized knowledge in International business,
law, procedure and practices.

Module 1: Corporate Governance

 Issues, need of corporate governance code. Code of Corporate Practices. Social

Responsibility of Corporates. Corporate Social Reporting. Corporate Governance
and the Role of Board (BOD). Corporate Governance System Worldwide, Corporate
 Disclosure and Investor Protection in India The Indian Contract Act: Essentials of a
valid contract, void agreements, performance of contract, breach of contract and its
remedies. Quasi -Contracts

Module 2: Moral Values and Ethics

 Values - Concepts Types and Formation of Values Ethics and Behaviour
 Values of Indian Managers, Managerial Excellence through Human Values:
Development of Ethics Ethical Decision Making, Business Ethics- The Changing
Environment and Stakeholder Management, Relevance of Brics and Values in
Business, Spiritual Values Modern Business Ethics and Dilemmas Overview of
Corporate Social Responsibility (CSR) and Sustainability,

Module 3: The Sale of Goods Act:

 Contract of sale of goods condition and warranties, transfer of property, rights of an
unpaid seller; the negotiable instruments act: nature and types, negotiation and
assignment; holder
 - in due course, dishonour and discharge of a negotiable instrument, arbitration

Module 4: The Companies Act, 2013

 Nature and types of company’s formation memorandum and articles of association,
prospectus, shares and share capital, allotment of shares

Module 5: Membership
 borrowing powers; management and meetings accounts and audit, compromise
arrangements and reconstruction: prevention of oppression and mismanagement,
winding up:
 Consumer Protection Act and Cyber Law: RTI Act 2005 Purpose, Right to
Information and Obligation of Public Authorities. Exemption from disclosure of
information

 Reference Books:

 AC Fernando - Corporate Governance, 2c, Pearson

Albuquerque - Legal Aspects of Business, Oxford university Press

 Ghosh -Business ethics and corporate governance McGawhill

 Kumar- Corporate Governance, Oxford University Press

 S. Mandal - Ethics in business and corporate governance, 2e, McGraw Hill

 Master of Business Administration
CURRICULUM

SEM-II

Course Name: Human Resource Management

Course Code:

Course Objective: After completing this course, the student should be able to –
 To have an understanding of the basic concepts, functions and processes of human
resource management.
 To Design and formulate various HRM processes such as Recruitment, Selection,
Training, Development, etc.

Module I: Introduction and Scope

 Concept of HRM
 Characteristics of HRM
 Scope of HRM
 Objectives of HRM
 Importance of HRM
 Functions of HRM
 Roles of HRM
 Origin, Evolution and Development of HRM

Module II: Human Resource Planning (HRP)

 Concept of HRP
 Factors affecting HRP
 Process of HRP

Module III: Job Design and its Techniques

 Concept of Job Design

 Approaches to Job Design
 Factors affecting Job Design
 Techniques of Job Design

Module IV: Job Analysis and Description

 Job Analysis
 Significance of Job Analysis
 Process of Job Analysis
 Methods of information collection for Job Analysis
 Job Description
  Components of Job Description
 Job Specification

Module V: Human Resource Procurement

 Concept of Recruitment
 Importance of Recruitment
 Recruitment Process
 Sources of Recruitment
 Meaning of Employee Selection
 Selection Procedure
 Meaning of Employee Placement
 Meaning of Induction
 Induction in Indian companies
 Conducting Effective Induction Programme

Books for Reference:

 Human Resource Management by Dr. T. K. Jain, Dr. Preeti Chugh
 Organization Effectiveness and Change Management by V.G. Kondalkar
 O.D. Interventions and Strategies edited by S Ramanarain, T.V. Rao and Kuldeep
Singh
 Human Resource Management by Gary Dessler

Course Name: Strategic Management

Course Code:

Course Objectives: Through the courses you will learn the fundamentals to effectively lead
people and teams, manage organizations as well as tools to analyze business situations and
develop strategies. The Specialization covers the strategic, human resource, and
organizational foundations for creating and capturing value for sustainable competitive
advantage – including how to manage people and organizations, analyze the competition, and
develop strategies both within a business and across a portfolio of businesses.
Module 1: Introduction to strategies

 Introduction to Strategies: Introduction,

 Fundamentals of Strategy,
 Conceptual Evolution of Strategy,
 Scope and Importance of Strategies, Purpose of Business,
 Difference between Goals and Objectives of Business,
 Strategic Intent through Vision and Mission Statements,
 Core Competencies of Business

Module 2: Strategic Management

 Introduction, Strategic Management,

 Need, scope, key features and importance of strategic management,
 Role of Strategists in Decision Making,
 strategists at various management levels,
 Types of Strategies, Limitations of Strategic Management
Module 3: Strategy Analysis

 Introduction, Strategy Analysis and its Importance,

 Environmental Appraisal and Scanning Techniques,
 Organisational Position and Strategic Advantage Profile,
 Strategic Management Model

Module 4: Strategy Formulation and Implementation

 Strategy Formulation,
 Process in Strategy Formulation,
 Strategy Implementation and its Stages, Reasons for Strategy Failure and
Methods to Overcome,
 Strategy Leadership and Strategy Implementation, Strategic Business Units
(SBUs)
Module 5: Strategic Control and Evaluation

 Strategy Evaluation, 
 Strategic Control,
 Difference Between Strategic Control and Operational Control,
 Concept of Synergy and its Meaning, Key Stakeholder’s Expectations 
 Strategic Alliances, 
 Types of Strategic Alliances and Business Decisions, 
 Problems Involved in Strategic Alliances 

 Reference Books:
 The Art of Strategic Leadership: How Leaders at All Levels Prepare Themselves,
Their Teams, and Organizations for the Future by Steven J. Stowell (Author),
Stephanie S. Mead (Author)
 Strategic Leadership by Victor C.X. Wang

Course Name: Financial Management

Course Code:

Course Objectives: To provide the participants a thorough grounding of Financial Accounting

concepts and preparation of Financial Statements with their analysis..

Module 1: FINANCIAL MANAGEMENT – NATURE AND SCOPE

 Definition of Finance
 Concept of business finance
 Introduction To Financial Management-, Goals & objectives of financial management,
 Sources of financing - LONG TERM: shares, debentures, term loans, lease & hire
purchase, retained earnings, public deposits, bonds (Types, features & utility),
 SHORT TERM: bank finance, commercial paper, trade credit & bills discounting,
 INTERNAL: Retained earnings,
Module 2: Time Value of Money & Capital Budgeting
 Concept of time value of money, Compounding & discounting;
 Capital budgeting - Nature and significance,
 techniques of capital budgeting –Pay Back Method, Accounting rate of return,
Internal Rate of Return, Net Present Value and profitability index

Module 3: Ratio Analysis

 Ratio Analysis-analysis of liquidity:
 Current, Quick, Cash Ratio.
 Debt Ratio, Interest Capital ratio,
 Profitability: Inventory Turnover
 Gross Profit Ratio.

Module 4: Financial statement analysis

 Meaning of Analysis of Financial Statements
 Significance of Analysis of Financial Statements
 Objective of Analysis of Financial Statements
 Tools of Analysis of Financial Statements
 Comparative Statements
 Common Size Statement

Module 5: Working Capital Management

 Concept of working Capital,
 significance, types.
 Adequacy of working capital,
 Factors affecting working capital needs,
 Methods of forecasting working capital requirements,
 meaning & importance of accounts receivable

Reference Books:
 Financial, Cost & Management Accounting by [Link], HH
 Financial Management by Khan & Jain, Tata Mcgraw Hill
 Financial Management by Dr. [Link] ,S Chand.
 Financial Management by Ravi Kishore, Taxmann

Course Name: Principles of marketing

Course Code:

Course Objectives: To be able to build up a career in Sales and Marketing an individual needs to
be socially adept and personable. Also, the candidate should have in-depth knowledge of the
market so that you can make yourself stand out in the industry. Mentioned below are some core
skill sets required for a career in Sales and Marketing.

Module I: Introduction to marketing

 Introduction to marketing
 Marketing concepts
 Marketing process
 Marketing environment
 Buyer Behavior
  Market segmentation, targeting and positioning
 Introduction to marketing mix

Module II: Product Marketing

 Product Decisions
 Concept Of A Product
 Product Mix Decisions
 Brand Decision
 New Product Development Strategies
 Product Life Cycle Strategies

Module III: Pricing

 Pricing Decisions
 Pricing Objectives and Approaches
 Pricing Policies and Constraints
 Pricing Methods

Module IV: Place (Marketing Channels)

 Nature of marketing channels

 Structure and design of marketing channels
 Retailers and Wholesalers

Module V: Advertising and Promotion

 Promotion Decision
 Promotion Mix
 Advertising Decision
 Objective And Campaign
 Ad Effectiveness
 Sales Promotion And Publicity
 Sales Force Decision

Reference Book:
 Sales and Marketing Management (Mathur Prakash)
 The Practical Guide to Sales & Marketing Management Gene Garofalo
 Production and operations
Course Name:
management
Course Code:

Course Objectives: Gaining knowledge about managing production processes. How to run
operations effectively. Better understanding of modern production techniques. Better
understanding of quality management.

Module 1: Production and Operations Management:

 Definition, production functions,

 Functions & Responsibilities of Production management and its relations to other
management functions, Automation.
 Difference between services and Manufacturing.
 Competitiveness Strategy and productivity. Computing productivity

Module 2: Product and Service Design:


 Objectives,legal and Environmental issues, Lifecycles, Standardization, Mass
customization Delayed Differentiation.
 Modular design, Reliability, Improving reliability. Phases in product design and
development.
 Design for manufacturing, concurrent Engineering, CAD, and Recycling Component
Commonality.
 Service Design , Difference between product design and service design,

Module 3: Facility or Layout Planning and Analysis

 Need for location decisions,
 Nature of location decisions, s
 Factors affecting location & site decisions,
 selection of the site for the plan
 Procedures for location decisions. Factor rating method. Centre of gravity Method.
 Least cost method

Module 4: Capacity Planning

 The Defining & measuring capacity,

 Determinants of effective capacity.
 Determining capacity requirements, calculating processing requirements, make or
buy decisions.
 Developing capacity alternatives.
 Challenges of planning service capacity.
 CVP Analysis

Module 5:Quality Assurance and Control


 Inspection, Statistical process control,
 Control charts, acceptance sampling concept, risks,
  cost of quality control;
 ISO Quality Systems: ISO:9000, ISO:14000,
 Total Quality Control - concept, KAIZEN, six sigma concept

Reference Books:
 Production Systems : Planning, Analysis & Control : By — Riggs, J.L.(4th
Edn.) John Wiley & Sons
 Modern Production/Operation management : By — Buffa, E.S. & Sarin,
K.(8`" Edn.) John Wiley & Sons.
 Production & Operations Management : By Panneersaivem, R.(2' 1 Edn.)
PHI
 Production & Operations Management : By Chary, S.N.(TMH)

Choose any one out of three Course

Name: supply chain management Course Code:

Course Objectives: Students will develop the skills to apply managerial methods and
coordination in supply chain management industry

Module 1: 21st Century Supply Chains

 Introduction and Concepts,

 Generalized Supply Chain Model,
 Financial Sophistication,
 Logistics Value Proposition, the Work of Logistics,
 Logistical Operations,
 Logistical Operating Arrangements,
 Flexible Structure,
 Supply Chain Synchronization.

Module 2: Customer Accommodation

 Customer-focused Marketing,
 Customer Service,
 Customer Satisfaction,
 Customer Success,
 Forecasting,
 CPFR,
 Procurement and Manufacturing.
Module 3: Inventory

 Functionality and Definitions,

 Inventory Carrying Cost,
 Planning Inventory,
 Managing Uncertainly,
 Inventory Management Policies and Practices.
 
Module 4: Transportation and Warehousing

 Transportation Infrastructure;
 Transport Functionality,
 Principles & Participants, Regulations,
 Transport Structure, Transport Service,
 Transport Operations; Transport Economics and Pricing,
 Transportation Administration, Documentation.
 Strategic Warehousing,
 Warehouse Operations,
 Ownership Arrangements,
 Warehouse Decisions,
 Warehouse Management Systems.

Module 5: Information Technology Framework

 Comprehensive Information System Integration,

 Communication Technology,
 Rationale for ERP Implementation,
 ERP System Design,
 SC Information System Design.

 Reference Books:
 Rebitzer G., (2002), Integrating Life Cycle Costing and Life Cycle Assessment for
Managing Costs and Environmental Impacts in Supply Chains. In: Seuring S.,
Goldbach M. (editors): Cost Management in Supply Chains. Heidelberg: Physica-
Verlag.
 Maloni, M.J., Benton, W.C., 1997. Supply chain partnerships: opportunities for
operations research. European Journal of Operational Research 101 (3), 419-429
 Christopher, M. & Rutherford, C. (2004). Creating Supply Chain Resilience Through
Agile Six Sigma. Critical Eye, (June-August), pp. 24-28

Course Name: Management Information System

Course Code:

Course Objectives: To provide the student with a comprehensive grounding in many facets of
Information systems, an analysis of different information systems and exposure to recent
development developments in the field.

Module 1: Management Information Systems

 The Need for Information Systems
 Digital Convergence and the changing Business Environment
 Information and Knowledge Economy
 Contemporary Approach to IS and Management Challenges

Module 2: Information Systems in the Enterprise

 Types of Information Systems in the Organization
  TPS, DSS, MIS and ESS. Functional Perspective of IS
 Enterprise Systems
 Strategic uses of Information Systems
 Economic Organisational and Behavioural Impacts
 IT Impact on Decision Making;
 Leveraging Technology in the Value Chain
 MIS and Core Competencies
 Strategic Information Systems (SIS).

Module 3: Electronic Commerce and the Digital Organization

 Electronic Commerce and the Digital Organisation

 Internet based Business Models
 B2B, EDI and B2C Models;
 Role of Intranets.
 Business Networks and Telecommunications
 Communication Technologies in Business
 Videoconferencing, Wireless Payments
 Bandwidth and Media
 Networks and their Types
 Protocols; Internet Networking Services;
 Future of Networking Technologies
 Broadband telephony, VOIP, RFID and Convergence.

Module 4: Databases and Data Warehouses

 Traditional vs Database approach

 Database Models, Relational Model, and Object-Oriented Model
 Relational Operations SQL
 Data Modelling
 Databases on the Web
 Data Warehousing.
Module 5: The Wireless Revolution

 Introduction. Business Value

 Wi-Max and EVDO; M-Commerce
 Applications in CRM ,
 Supply Chain and Healthcare.

 Reference Books:
 “Management Information Systems” by A O’Brien
 “Management Information Systems” by Laaudon and Ludon
 “Management Information Systems: Managing the Digital Firm” by Kenneth C
Laudon
Course Name: Sales Management
Course Code:

Course Objectives:
 At the end of the semester the students would be able to-
 - Develop a plan for organizing, staffing and training a sales force.
 - Know the distinction between the skills required for selling and sales management.
 - Identify the key factors in establishing and maintaining high morale in the sales
 force.
 - Develop an effective sales compensation plan.
 - Evaluate the performance of a sales person.
 - Organize sales territories to maximize selling effectiveness.
 - Evaluate sales and sales management strategies in relation to current legal and
 ethical standards of practice.
 - Demonstrate a clear understanding of major marketing concepts in writing and
 orally using proper business communications techniques.

Module I: Sales Management and Organisation

 Definition of sales management
 Nature of sales management
 Key Aspects of Sales Management
 Sales Management Scope
 Importance of Sales Management
 Objectives of sales management
 Sales organisation – its purpose
 Setting up a sales organisation
 Types of sales organization

Module II: Personal selling

 Objectives and theories of personal selling
 Analysis market potential
 Sales potential and sales forecasting
 Method and evaluation
 Determining sales related marketing policies – product policies
 Distribution policies and pricing policies

Module III: Sales operations

 Sales budget
 Sales territories
 Sales Quata’s
 Control of sales
 Sales meeting and sales contest
 Organising display, showrooms and exhibitions

Module IV: Salesmanship

 Sales manager – qualities and functions
 Types of salesman
 Prospecting
 Pre-approach and approach
 Selling
  Sequence
 Psychology of customers

Module V: Sales force management
 Recruitment and selection
 Training, formulation and conduction of sales training programme
 Motivation of sales personnel
 Compensation of sales personnel
 Evaluation and supervision of sales personnel

 Reference Text:
 Still, Cundiff & Govani – Sales Management & Cases
 McMurry & Arnold – How to Build A Dynamic Sales Organisation
 Pradhan, Jakate & Mali – Elements of Salesmanship And Publicity
 Anderson R – Professional Sales Management
 F L Lobo – Successful Selling
 Master of Business Administration
CURRICULUM

SEM-III

Course Name: International Business

Course Code:

Course Objectives:
1 .To impart knowledge in concepts and tools of Operations Research
2. To understand mathematical models used in Operations Research
3. To apply these techniques constructively to make effective business decisions.

Module I: The International Business Ecospehere

 IB – Introduction
 A Global Village
 What is International Business?
 Internationalization of Business
 Advantages of Internationalization
 Factors Causing Globalization of Businesses
 IB – Country Attractiveness: Adapting to Changing Needs
 IB – Protectionism
 Liberalization Vs Deregulation
 Liberalization, Privatization, and Globalization
 Revolutionary Economic Trends

Module II: International Trade

 General Agreements on Tariffs and Trade

o GATT – Major Principles
o Role of GATT in Promoting International Trade
 World Trade Organization
o Reasons behind the Formation ofWTO
o Role of WTO in Promoting International Trade
o Role of Developing Countries
 Global Trade – Major Challenges
 IB – Modern Theories
o The Heckscher and Ohlin Model
o The Samuelson and Jones Model
o The Krugman and Obsfeld Model
o The Michael Porter Model
  Global Competetiveness
 Regional Trading Blocs
o What are Regional Trading Blocs?
o Regional Trading Blocs – Advantages?
o Regional Trading Blocs – Disadvantages
 Major Trade Blocs: ASEAN; EU; MERCOSUR; NAFTA.

Module III: Strategic Approaches

 Strategic Compulsions
o Areas of Strategic Compulsions
o Standardization Vs Differentiation
o Strategic Options
o Factors that Affect Strategic Options
 Global Portfolio Management
o Factors Affecting Global Portfolio Investment
o Modes of Global Portfolio Management
o Drawbacks of Global Portfolio Management
 IB – Modes of Entry :Exporting, Licensing, Franchising, Turnkey Project, Mergers &
Acquisitions, Joint Venture, Wholly Owned Subsidiary
 IB – Organizational Structures:
o Centralization vs. Decentralization
o Use of Subsidiary Board of Directors
o Organizational Structures
o Mixed Matrix
 IB – Control Mechanisms :Objectives of Control; Types of Control Mechanisms;
Approaches to Control Mechanisms; Constraints of Control Approaches.
 IB – Performance Issues

Module IV: Business Operations

 IB – Production Issues: Factors that Affect Production; Facility or Location; Scale of

Operations; Cost of Production; Make-or-Buy Decisions.
 IB – Supply Chain Issues:
 Global Marketing Mix
 IB – Financial Aspects:
o Foreign Investment by International Companies
o International Investment Outcomes
o Factors for Investment Decisions
o Funding the International Business
o Sources of Funds
o Foreign Exchange Risks
o Hedging Forex Risks – Internal Techniques
o Hedging Forex Risks – External Techniques
 IB – HRM Issues:
o Recruitment and Selection
o Development & Training
o Performance Evaluation
o Management of Expatriates
Module V: IB - Adverse Effects

 IB – Conflict Management
 IB – Negotiations.
 IB – Ethical Issues.
 Moral Obligations

Reference Book:
 International Business Text and Cases Author: P Subba Rao
 International Business by V K Bhalla
 The International Business Environment by Anant Sundaram
 International business by Charles Hill
 International Business by Daniels and Sullivan.

Course Name: Research Methodology

Course Code:
Course Objectives:
 To develop understanding of the basic framework of research process.
 To develop an understanding of various research designs and techniques.
 To identify various sources of information for literature review and data collection.
 understand some basic concepts of research and its methodologies
 organize and conduct research in a more appropriate manner
 write a research report and thesis
 write a research proposal

Module 1: Introduction to Research and Scientific Investigation

 Business Research
 Managers and Research
 Internal versus External Consultants/Researchers
 Knowledge About Research and Managerial Effectiveness
 The Hallmarks of Scientific Research
 Some Obstacles to Conducting Scientific Research in the management area
 The Hypothetico-Deductive method
 Other Types of Research
 Information Needs of Business
 Commonly Used Technologies in Business Research
 Literature Survey
 Managerial Implications
 Ethical Issues in the Preliminary stages of investigation

Module 2: Research Process

 The Research Process for Applied and basic research

 Preliminary Data Collection
 Theoretical Framework
  Hypotheses Development
 Hypothesis Testing with Qualitative research
 Variables
 Review of Elements of Research Design
 Experimental Designs
 Lab Experiment control
 Field Experiment
 External and Internal Validity
 Measurement of Variables
 Operational Definition and Scaling

Module 3: Statistical Methods

 Distributions
 Statistical Inference
 More Distributions
 Analysis of Variance

Module 4: Measurement, Data Collection, Sampling

 Scaling, Reliability, Validity

 Guidelines for Questionnaires
 Electronic Questionnaire and survey
 Other methods of data collection
 Ethics in Data Collection
 Normality of Distribution
 Probability and Non-probability Sampling
 Sampling in Cross – Culture Research

Module 5: Data Analysis, Report and Decision Making

 Data Analysis and Interpretation

 Research Done in Excelsior Enterprises
 Software for Data Analysis
 Integral Part of Research report
 Oral Presentation
 Assessment of the Quality of the research done
 Case Study
 Scientific Research and Managerial Decision Making
 The Consulting Team and Its Approach
 Teams Recommendations

 Reference Books:
 Campbell, D. T., & Stanley, J. C. (1966). Experimental and quasi-experimental
designs for research. Chicago: Rand-McNally.
 Cannell, C. F., & Kahn, R. L. (1966). The collection of data by interviewing. In L.
Festinger& D. Katz (Eds.), Research methods in behavioral sciences. New York:
Holt, Rinehartand Winston.
 Carlsmith, M., Ellsworth, P. C., & Aronson, E. (1976). Methods of research in social
psychology. Reading, MA: Addison-Wesley.
 Cattell, R. B. (1966). The scree test for the number of factors. Multivariate Behavioral
 Research, 1, 245–276.
 Chein, L. (1959). An introduction to sampling. In C. Selltiz, M. Jahoda, M. Deutsch, &
S.W. Cook (Eds.), Research methods in social relations. New York: Holt, Rinehart
and
Winston

Course Name: Project Management

Course Code:

Course Objectives:
 To develop critical thinking and knowledge in project Management's theory and
practice.
 To help students developthe competence of analyzing the feasibility of the project.
 To provide the student with analytical skills for solving problemsrelating to project
management.

Module 1: Introduction to Projects

 Definition of Project Management

 Project Management
 Project Manager and his Responsibilities
 PM as a Profession
 Selection of a Project Manager
 Fitting Projects into Parent Organization
 Project Management Team
 Phases of Project Management
 Project Environment
 The 7S of Project Management

Module 2: The Project Life Cycle

 Concept of Project Management

 Project Life Cycle
 Project Classification Extended and Project Life Cycle

Module 3: Strategic Management and Project Selection

 Selection Process of Project

 Project Selection and Criteria
 Nature of Project Selection Models
 Types of Project Selection Models
 Analysis under Certainty
Module 4: Project Analysis and Selection

 Project Initiation and Resource Allocation

 Why is Resource Allocation needed?
 Market Analysis and Demand Analysis
 Criteria for a Good Forecasting Method
 Technical Analysis
 Material Inputs and Utilities
 Basis of Government Regulatory Framework
 Project Proposal and Project Portfolio Process

Module 5: Functions of a Project Manager

 Functions of a Project Manager

 Roles and Responsibilities of a Project Manager
 Delegation of Authority
 Building Project Team
 Project Organisation
 Matrix Organisation
 Project Team and Human Factors

 Reference Books:
 Clements/Gido, Effective Project Management, Thomson
 Clifford F. Gray and Erik W. Larson, Project Management, Tata McGraw Hill
 Dennis Lock, Project Management, Ninth Edition, Gower
 K. Nagarajan, Project Management, Third Edition, New Age International
 P.C.K. Rao, Project Management and Control, Sultan Chand & Sons
 Prasanna Chandra, Projects – Planning, Selection, Financing, Implementation, and
Review, Sixth Edition, Tata McGraw Hill
 Vasant Desai, Project Management, Second Revised Edition, Himalaya Publishing
House

Course Name: ENTREPRENEURSHIP ESSENTIALS

Course Code:

Course Objectives:
1. Understanding basic concepts in the area of entrepreneurship
2. Understanding the role and importance of entrepreneurship for economic development
3. Developing personal creativity and entrepreneurial initiative
4. Adopting of the key steps in the elaboration of business idea
5. Understanding the stages of the entrepreneurial process and the resources needed for the
successful development of entrepreneurial ventures.
Module I: Conceptual Framework of Entrepreneurship

 Concept, Definition, Role

 Importance of Indian Economy
 Theories of Entrepreneurship
 Entrepreneurial Traits and Motivation
 Entrepreneurs Vs Professional Managers
 Future Challenges

Module II: Entrepreneurial Development

 Entrepreneurial Environment-Meaning
 Private Enterprise and Development
 Significance of Entrepreneurial Development Programmes,
 Meaning, Evolution and Objectives of EDP
 Institutional Efforts to develop Entrepreneurship
 Operational Problem of EDPs

Module III: Project Management

 Search for Business idea

 Concepts of Projects and Classification
 Project Identification
 Project formulation
 Project Design and Network Analysis
 Project Report
 Project Appraisal
 Factory Design and Plant Layout
 Financial Analysis-Risk and Return

Module IV: Finance and Marketing

 Sources of Development Finance,

 Project Financing Institutions- Financial Institutions, Consultancy, Organizations.
 Marketing: Methods, Channel of Marketing
 Marketing Institutions and Assistance

Module V: Small Industry

 Small Industry Setup: Considerations in Selection of Particular Form of Organizations

 Sole Proprietorship.
 Partnership
 Joint Stock Company
 Cooperative Organisations-Their Merits, Demerits, Suitability, Brief
 Procedure of Incorporation: Location of a Small Industry
 Steps of starting a small industry,
 Incentives and Subsidies,
 Exploring Export Possibilities
 Problems of Entrepreneurship
 Reference Books:
 Dynamics of Entrepreneurial Development Management, Vasant Desai
 Entrepreneurial Development, S.S. Khanna
 Entrepreneurship & Small Business Management, CL Bansal
 Entrepreneurial Development in India, Sami Uddin
 Entrepreneur vs Entrepreneurship- Human Diagnosis of Development Banking,
Nagendra P. Singh

Course Name: COST AND MANAGEMENT ACCOUNT

Course Code:

Course Objectives:
1. To impart basic knowledge of both financial and cost accounting.
2. To understand financial statements and reports to make decisions.

Module I: Overview of Cost Management Accounting and Introduction to cost

terms

 Definition, Scope and functions of Management Accounting

 Difference between Management Accounting and Financial Accounting
 The Management Accountant: Strategic Decisions, Decision making, Planning and
control, Cost-Benefit Approach
 The Chief Financial Officer and The Controller
 Costs and Cost Terminology: Direct Costs and Indirect Costs, Cost Allocation,
Variable Costs and Fixed Costs, Cost Drivers, Relevant Range, Total Costs and Unit
Costs, Inventoriable Costs and Period Costs, Prime Cost and Conversion Cost
 Relationship Of Types Of Costs


Module II: Cost concepts

 Introduction
 Determination of costs
 Elements of Cost
 Cost classification
 Preparation of cost sheet and tender

Module III: Overheads

 Introduction
 Allocation, Apportionment, Absorption
 Control over Factory
 Administration
 Selling and distribution overheads
 Valuation of Inventories.

Module IV: Marginal costing

 Introduction
 Distinction between absorption costing and marginal costing
 Cost volume profit (CVP) Analysis
 Break Even Analysis
  Margin of safety.

Module V: Budget and budgetary control

 Introduction
 Objectives
 Advantages and limitations
 Production budget
 Sales budget
 Cash budget
 Flexible budget

Reference Book:
 Management Accounting – My Khan & P K Jain. Tata Mcgraw hill.
 Management Accounting – A. Murthy and S. Gurusamy – By Tata Mcgraw Hill.
 Management Accounting – Paresh shaw – Oxford University Press.
 Management Accounting – NM Singhvi and Ruzbeh J. Bodhanwala PHI learning PVT
Ltd.
 Management Accounting, Principles and Applications – HUGH Coombs, David
Hobbs and Ellis Jenkuis – By Sage [Link]
 Managerial Accounting – Indian Edition Ronald [Link], G. Ramesh and M.
Jayadev by Tata Mcgraw Hill.

Choose any one out of two Course

Course Name: Operation Research
Course Code:

Course Objectives:
1 .To impart knowledge in concepts and tools of Operations Research
2. To understand mathematical models used in Operations Research
3. To apply these techniques constructively to make effective business decisions.

Module I: Operations Research – An Overview

 Introduction
 History
 Approach, Techniques and-Tools
 Relationship between O.R. Specialist and Manager
 Typical Applications of O.R
 Phases and Processes of O.R. Study
 Limitations of Operations Research

Module II: Review of Probability and Statistics

 Introduction
 Random Experiment and Probability
 Random Variable: Discrete v/s Continuous
 Probability Distribution and Summary Statistics
 Some Important Discrete Probability Distributions
 Some Important Continuous Probability Distributions
Module III: Linear Programming – Graphical Method

 Introduction
 Formulation of a Linear Programming Problem
 Formulation with Different Types of Constraints
 Graphical Analysis
 Graphical Solution
 Multiple, Unbounded Solution and Infeasible Problems
 Application of Linear Programming in Business and Industry.

Module IV: Linear Programming – Simplex Method

 Introduction
 Principle of Simplex Method
 Computational aspect of Simplex Method
 Simplex Method with several Decision Variables
 Two Phase and M-method
 Multiple Solution, Unbounded Solution and Infeasible Problem
 Sensitivity Analysis
 Dual Linear Programming Problem.

Module V: Transportation Problem

 Introduction
 Basic Feasible Solution of a Transportation Problem
 Modified Distribution Method
 Stepping Stone Method
 Unbalanced Transportation Problem
 Degenerate Transportation Problem
 Transshipment Problem
 Maximization in a Transportation Problem

Reference Book:
 Operations Research: An Introduction Book by Hamdy A. Taha.
 Operations Research: A Practical IntroductionBook by Camille C. Price
 Operations Research Calculations Book by Dennis Blumenfeld.
Course Name: Digital marketing
Course Code:

Course Objectives:At the end of the semester the students would be able to-
Learn all aspects of digital marketing including search engine optimization (SEO), social
media marketing, search engine marketing (SEM), email marketing, analytics, content
Marketing, affiliated marketing and more. Our goal oriented digital marketing training
course will make you master the art of digital marketing. We will make you experience
all the essential aspects of the digital marketing process and make you achieve the
marketing goals.

Module I: Introduction of Digital Marketing

 What is marketing?
 What is Digital Marketing?
 Understanding Marketing Process
 Understanding Digital Marketing Process
 Increasing Visibility,
o What is visibility?
o Types of visibility
o Examples of visibility
 Visitors Engagement
o What is engagement?
o Why it is important Examples of engagement
 Bringing Targeted Traffic
 Inbound and outbound marketing
 Converting Traffic into Leads
o Types of Conversion
o Understanding Conversion Process Tools Needed

 Digital Marketing VS Traditional Marketing

o What's the difference between digital marketing and traditional marketing, and
why does it matter?
o Benefits of Traditional Marketing
o The Downside to Traditional Marketing
o Benefits of Digital Marketing
o Why Digital Marketing Wins Over traditional Marketing ?
o Tools of Digital Marketing
o How We Use Both Digital & Traditional Marketing

Module II:Website Planning Process

 What is Internet?
 Understanding domain names & domain extensions
 Different types of websites
o Based on functionality
o Based on purpose
 Planning &Conceptualizing a Website
o Booking a domain name & web hosting
o Adding domain name to web Server
 o Adding webpages & content
o Adding Plugins Building website using CMS in Class
o Identifying objective of website
o Deciding on number of pages required
o Planning for engagement options
o Landing Pages & Optimization
o Creating blueprint of every webpage
 Best & Worst Examples

Module III: Search Engine Optimization (SEO)

 Introduction to SEO
 How Do Search engines work?
 Search Engine Algorithms
 Google Algorithm Updates
 Google Search Console
 Keyword Research Process
 Keyword Research Tools
 Competition Analysis
 On page Optimization strategies
 Content development strategy
 Title & Meta Tags
 Semantic SEO
 Rich Snippets Integration
 Speed Optimization
 Off Page Optimization
 Link Building Techniques as per latest standards
 Local SEO Strategies
 Penguin & Panda update recovery process
 Reports and SERP Management

Module IV: Search Engine Marketing (SEM)

 Introduction to Paid Marketing

 Google Ads (Google AdWords) account and billing settings
 Types of Campaigns
 PPC Campaign Setup
 AdGroups and Keywords setup
 Bidding strategies & Conversion Tracking
 AdRank, Quality Score Optimization
 Ad Formats & Ad Extensions
 Shopping Campaigns
 Dynamic search campaigns
 Display Ads Campaigns
 Remarketing campaigns
 Mobile Apps Marketing
 Video Marketing
 Google Ads (Google AdWords) tools
 MCC Account
 AdWords Editor Tool
Module V: Social Media and Email marketing

 Introduction to social media marketing

o Facebook marketing
o Facebook advertising
o YouTube marketing
o Twitter marketing
o LinkedIn marketing
o Pinterest marketing
o Instagram Marketing
o Quora Marketing

 What is Email Marketing

o Benefits of email marketing
o Basic terminology in email marketing
o Email Marketing Software’s
o Building email marketing strategy
o Building subscriber lists
o Designing Newsletters
o Types of Campaigns
o Reports and analysis

Module VI: Google Analytics

 Purpose of website analytics
 Tools for website analytics
 Installing Google Analytics
 Google Tag Manager
 How to use Google Tag Manager
 Implement Conversion Tracking
 Basic terminology and KPI’s
 Audience Reports
 Customer Acquisition Reports
 Behavior Reports
 Goals and Conversion Reports
 Segmentation and Filters

Module VII:Google AdSense and Affiliate Marketing

 What is adsense?
o How to get approved for adsense?
o Cool trick to get adsense approval by Google
o Using your adsense account interface
o Placing ads on your blog

 What is Affiliate Marketing
o Types of Affiliate Marketing
o Making Money using Affiliate Marketing
 o Popular Affiliate Networks
o Freelancing Business Strategies

 Reference Books:
 Becoming A Digital Marketer: Gaining the Hard & Soft Skills for ...
 “Digital Marketing for Dummies” by Ryan Deiss and Russ Henneberry
 “Jab, Jab, Jab, Right Hook” by Gary Vaynerchuk
 Fundamentals of Digital Marketing by Puneet Singh Bhatia
 The art of social media by Guy Kawasaki and Peg Fitzpatrick
 SEO Step-by-Step – The Complete Beginner’s Guide to Getting Traffic from Google – By
Caimin Jones
 Google Analytics A Complete Guide2020 Edition by Gerardus Blokdyk





Master of Business Administration

CURRICULUM

SEM-IV ( Specializations)

MBA Specializations – Hospitality Management

Course Name: Hotel Operations

Course Code:
Course Objectives: This Program aims to train men and women to be knowledgeable and
professional in the operation and management of hotels, and in hotel positions. Hotel departments
perform many operations which need trained, efficient staff to ensure guest satisfaction, and
section leaders to control and guide them. Hotels vary in size, standard and type, and cater for
guests with differing demands, which requires managerial understanding and skill. Hotels must be
correctly and carefully marketed and promoted, and finances managed to avoid losses; all hotels
are businesses with common functions and their prosperity and profitability requires managers with
the skill and ability to ensure staff is effective, that guest needs are met, and that a quality service is
provided. This Program covers all of these aspects and more.

Module I: Introduction

 Hotel functions and types, ratings and categories.

 The various locations, sizes, standards, range and quality of facilities provided by
hotels.
 Hotel businesses and the hotel industry.
 Types and categories of hotel guests and their motivations for travel and visiting hotels.

Module II: Hotel Products and Markets

 Hotel products: accommodation, food and beverages.

 Tangible and intangible features of hotel products, various services.
  Categories of travelers and hotel users and their features.
 The marketing of hotels and methods of selling hotel products; brochures, the internet,
websites.

Module III: Hotel Organization, Management and Staff

 Planning the provision of hotel services.

 The organization and management structures of hotels, organization charts.
 Recruitment and staffing in the hotel industry, responsibilities and requirements,
training.
 Computerization and computer systems in hotels.

Module IV: The Hotel Reception: the Front Office & Other

 Hotel front offices: the visitor's first impressions of the hotel.

 The decor, planning, positioning, arrangement and presentation of the reception.
 Duties of receptionists, personal qualities needed by receptionists.
 Reservations, reservation systems, guest registrations, check-in, room allocation.
 The Hotel Reception: other Responsibilities
o Answering queries and providing information about the hotel and other matters.
o Dealing with guests’ complaints, satisfying customers; uniform staff and their
duties.
o Guest billing, manual and computerised systems.
o Check-out, cashiering, payment methods.

Module V: Hotel Housekeeping

 The duties of the housekeeping department, organisation of the housekeeping

department.
 The housekeeping supervisor and staff; work and responsibilities.
 Staff training, motivation equipment and stocks, servicing, linen, security
 Room inspections, room status systems.

Module VI: Hotel Catering

 Meals and room rates which include meals.

 Menus: courses and dishes, table d’hote and la carte menus.
 Styles of service, service charges, taxes, cover charges.
 Types of catering outlets.
 Hotel catering: purchasing, suppliers, receipts of foodstuffs, control of costs.
 Storing and issuing foodstuffs, security and protection.
 Food preparation, hygiene issues and concerns, food outlets, catering.
 Kitchen staff, kitchen layout, hygiene.
 Food sales: hotel restaurants, their ambience, layout, decor, lighting.
 Types of menus, content, presentation, quality.
 Types of service, self-service, waiter service, plate, silver, gueridon.
 Restaurant staff, qualities, training, duties.

Reference Book:
 Hotel Operations And Management by Michael J. O′Fallon and Denney G. Rutherford
 Hotel operations management Book by David Hayes
 Modern Hotel Operations Management Textbook by Michael Chibili
Course Name: Revenue Management
Course Code:
Course Objectives: To provide a strong, usable and comprehensive managerial
understanding of consumer behavior. To understand the factors that influence consumer
behavior and develop sound marketing strategy

Module 1: Introduction to Hotel Revenue Management

 Concept of Hotel RM
 Origin of Hotel RM
 Revenue management constellation concept map
 Economic Fundamentals of Hotel RM
 Hotel Revenue Management System
 Hotel Revenue Management Process
 Hotel Revenue Management Metrics

Module 2: Market Segmentation

 Revenue management profiles of selected market segments

 Information provision for Revenue Management Process

Module 3: Forecasting, Analysis and Value Creation

 Levels of Revenue Management Analysis

 Relationship between strategic, tactical and Operational Analysis
 Booking Curve
 Analytical Tools
 Revenue Management Forecasting
 Advance Booking Models
 Value creation
 Relationships between expected and perceived benefits
 Value Framework of Repeat Purchases

Module 4: Revenue Management Tools

 Pricing Hotel Revenue Management Tools

o Constellation of prices in the hotel industry
o Factors, influencing pricing decisions in the hotel
o Dynamic pricing
o Price Framing
o General pricing strategies
o 3D pricing model
 Non-pricing Hotel Revenue Management Tools
o Capacity management
o Over contracting and overbooking

Module 5: Ethics & Relationship Marketing

 Managing Revenues In Various Hotel Revenue Management Centres

 Revenue management in the F&B department
  Revenue management in a fitness, spa or wellness centre
 Function rooms revenue management
 Casino revenue management
 Golf course revenue management
 Hotel Revenue Management, Ethics And Relationship Marketing

 Reference Book:
 Introduction to Hotel Revenue Management by Carolyn Fredey and Roy Madhok
 Competitive Analysis in Hotel Revenue Management by Theresa Doherty and Leslie
Lew
 Hotel Revenue Forecasting and Budgeting by Theresa Doherty and Carolyn Fredey
 Market Data for Hotel Revenue Management by Calvin Anderson, Elyana Falk, and
Nicholas Catalfamo
 Performance Analysis in Hotel Revenue Management by Roy Madhok and Leslie Lew

Course Name: Customer Relationship Management

Course Code:
Course Objectives: Objective of this course is to develop in students an ability to manage
effective relationships with customers in arange of business settings. Students would be able
to
 Design, develop & integrate CRM mechanism in everything organization does.
 Develop strategies to use CRM mechanism for a competitive edge.
 Develop a customer centric organization culture

Module 1: Introduction to CRM

 Definition, Scope
 Evolution and Transformation of Customers
 Touch Point Analysis.
 Customer Relationship Styles
 Types of Customer Value
 Value Co-creation.

Module 2: Analyzing Customer Profitability

 Lifetime Customer Value

 Base Profit Analysis, Value Chain Analysis
 Customer Defection
 Customer Retention: Importance, Stages, Measurement
 Customer Expectations: Managing and Delivering.
 Closed Loop Marketing (360 Degree Marketing) andData Mining
 Cross-selling/up selling.

Module 3: Technology for Customer Relations

 Contact centre Technology, Front Desk Management Technology

 CRM Technology
 Customer Data Management. e-CRM ; Its Importance
 Recognizing Barriers to Internet Adoption
 Stages, Techniques to Manage Relations
 Customer Experience Management
 Creating a Customer Profile; Knowing your Customers
 Segmenting & Targeting Customers
  Tools used for Segmenting & Targeting Customers

Module 4: CRM Measurement and Strategy

 Developing and Deploying CRM Strategy
 CRM Program Life Cycle, Building Blocks:
 CRM Metrics, Loyalty Programs
 Types of Customer Metrics, Customer Indices:
 Composite and Values, Application of Metrics.

Module 5: Emerging Trends and Customer Privacy

 Need, Importance and its Various Elements.
 Analysis of CRM Strategies and Approaches
 Practiced by Successful Business Houses in India and Abroad
 Emerging Trends in CRM, Sales Force Automation

Module 6: CRM in Hospitality

 Benefits of using CRM in Hospitality Industry
 Business Benefits of CRM
 B2B CRM vs. B2C CRM: What's the Difference?
 Hotel Marketing CRM: Business to Consumer (B2C)
 Top Marketing CRMs for hotels
 Sales CRM: Business to Business (B2B)
 Top Sales CRMs for hotels
 What to Look For in Hotel CRM Software
 Some Final Advice…

 Reference Book:
 Chaturvedi & Chaturvedi, Customer Relationship Management, 2005
 Mohammed, H. Peeru and A Sagadevan, Customer Relationship Management, 2004,
 Paul Greenberge, CRM – Essential Customer Strategies for the 21st Century,
2005,Tata McGraw Hill.
William, G. Zikmund, Raymund McLeod Jr.; Faye W. Gilbert, Customer
RelationshipsManagement, 2003, Wiley

Course Name: Hotel Facility Management

Course Code:
Course Objectives: To provide students a systems approach to handling hospitality
facilities issues. It features the latest information on facilities management and design
issues which show students how to keep every area of a hotel property running smoothly.

Module 1: Introduction to Facility Planning

 Physical plant
 Role of facilities in a hotel building
 Components of a Building
 Types of Layouts and Materials used
 Materials generally used for building construction
 Blueprint
 Computer-aided Design and Drafting (CADD)
 Paints and varnishes
 Module 2: MANAGING MAINTENANCE SYSTEMS

 Maintenance Department
 Types of Maintenance
 Defining Contract
 Advantages and disadvantages of Contract Maintenance
 Types of Contract Maintenance
 Water and Waste Water System
 Water Distribution System
 Energy & Sustainable Development
 Energy Conservation

Module 3: ELECTRICAL SYSTEMS

 Effects of Electric Current

 Electric Wires and Types of Wiring
 Electric Circuits and Types of Circuits
 Series and Parallel Circuit and Their Applications
 Electric Lighting and accessories
 Heating, Ventilation and Air-Conditioning

Module 4: LIGHTING SYSTEMS

 Natural light sources and types
 Artificial lights
 Lighting System and Design
 Lighting Maintenance
 Cleaning Fixtures of Lamp

Module 5: SAFETY AND SECURITY SYSTEMS

 Safety and the Hospitality Industry

 Fire Safety
 Fuels
 Reference Book:
 Hotel Facility Planning by Tarun Bansal
 Hospitality Facilities Management and Design by David M.
 Outdoor Site and Facility Management by Wynne Whyman

Course Name: Rooms division management

Course Code:
Course Objectives:

 To enable the students to gain knowledge about the operations carried out in the Rooms
Division department.
 To make students aware about the skills required to carry out different operations
relating to accommodation.
 To inbuilt discipline and professional behaviour in the students.
 To enable students to face the complaints and demands of the emerging hospitality
industry.
 To create awareness about cleanliness and hygiene in general public.
  To learn about the hospitality skills.
 Operate and manage functional areas of lodging properties effectively and efficiently.

Module 1:Introduction to Hotel Industry

 Classification of Hotels
 Star Ratings for Hotels
 Various departments of Hotels
 Role of Housekeeping in Hospitality Operations
 Introduction to Front Office department
 Different types of Guestrooms

Module 2:Interdepartmental Co-ordination

 Importance of Communication in Hospitality Industry
 Communication between various departments of the Hotel
 Rooms Division co-ordination with Information Technology

Module 3:Organization structure of Room Division Department

 Organization structure of rooms Division Department
 Importance of Housekeeping department.
 Layout of Rooms Division department
 Work Schedule of Rooms Division Department

Module 4:Rooms Division Personnel

 Attributes of Rooms Division Personal
 Recruiting
 Interviewing
 Training & development
 Duty Responsibilities of Rooms Division Staff
 Managing Of Personnel
 Motivation & Types of Motivation

Module 5:Work Flow of Rooms Division Department

 Duties& Responsibilities of Rooms Division Staff
 Management of Personnel
 Motivating Employees

Module 6:Guest Cycle

 Guest cycle: Introduction
 Relationship between Reservation and Registration
 Responsibilities during Guest Stay
 Standard Guest check out Procedure
 Housekeeping Responsibilities during Guest Stay

 Reference Book:
 Banquet Management & Room Division Hardcover – 1 January 2012by R. K. Arora
 Rooms Division Management by Valerie-Ann Upton-Smith
 Rooms Division and Property Management by H. Berberoğlu
 Course Name: Travel and Tourism management
Course Code:
Course Objectives:

 The basic objective of the Travel and Tourism Management is to provide competent
young men and women with the necessary knowledge, skills, values and attitudes to
occupy key operational positions in the Travel and Tourism Industry.

Module 1: Tourism today

 Introduction
 Travel and Sustainability
 Why study Tourism? Is it about enjoyment and holidays
 The leisure Society
 Concepts: - Tourism, The Tourist and travel
 Measuring Tourism
 New Forces affecting Tourism – Globalization, Inequality and the developed and
developing world
 Future drivers of change for global tourism
 Technology & Tourism
 Climate change and its impact on future tourism

Module 2: Tourism Demand & Supply

 What is Tourism demand?
 The motivation dichotomy: Why do people go on holiday?
 Intrinsic and Extrinsic Tourism Motivation
 Maslow’s Hierarchy Model and Tourist Motivation
 Classifying and Understanding Tourist motives
 Consumer Behavior and Tourism
 Influences on Tourism Supply Issues
 Managing Tourism supply issues
 Tourism Supply Chain
 Tourism Organization and Agencies & the Supply of Tourism
 Managing the supply of Tourism in the New Millennium

Module 3 Tour operating and travel retailing

 The Tour Operator
 Economics for Tour Operation: Managing for profit
 Regulating Tour Operating
 Consumer trends and issues in Tour operating
 Marketing and Planning Holiday
 Travel Agents
 Business Travel
 Social Networking and Tourism
 The Future of Travel Retailing

Module 4: Transporting the tourist

 Transport, Tourism and the Tour
 Policies Issues in Tourist Transport
 Land based Transport
 Water based Transport
  Managing Land based and surfaced based tourist transport
 Role of Airport as a Tourist Terminal Facility
 Managing Airline Industry
 Regulating International Air transport
 Airline Marketing and developing Client relationships


Module 5: Accommodation and management of Tourism

 The Accommodation sector
 Characteristics of Accommodation Industry
 Types of tourist Accommodation
 Budget Accommodation
 Other issues in Accommodation Sector
 Key Principles for Managing Tourism
 Purpose of Managing Tourism
 What do Tourism Managers Manage
 Managing Operational issues in Tourism
 Managing Human Resource issues in Tourism
 Service Provision in Tourism
 Tourism & innovation
 Tourism Management in Action

 Reference Book:
 Tourism: The Business Of Hospitality And Travel - Roy A. Cook And Cathy H. C.
Hsu
 Tourism Transport and Travel Management: by M.R. Dileep, Routledge

MBA Specializations – Human Resource Management

Course Name: Concepts of Human Resources

Course Code:
Course Objectives: Human Resource management is a central function of any organization.
Generally, 50 percent or more of an organization’s operating budget is used to pay the people
who work there. HR management can be defined as the effective use of human capital in an
organization through the management of people-related activities. It involves leadership,
values, employment planning, recruiting and selecting employees, training and compensating
them, and evaluating their performance. It also significantly influences the corporate culture
and norms.

Module 1: HRD Audit and HRD Score Card

 Concept of HRD Audit
 Objectives of HRD Audit
 Benefits Accruing from HR Audit
 HRD Score Card
Module 2: HRD Audit Instrument
 HRD Audit Questionnaire
 Map Your HRD Practice-Profile
 Competency Mapping
 HRD Competencies Checklist


Module 3: HRM during Mergers and Acquisitions

 Concept of Mergers, Acquisitions and Amalgamation
 Legal framework in Mergers and Amalgamation
 Objectives of Mergers
 Types of Mergers
 Process of Mergers
 Valuation of Shares and its methods
 HR Challenges in Mergers and Amalgamations

Module 4: Recent Techniques in HRM

 Non-Hierarchical Structure
 Employees for Lease
 Moon Lighting by Employees
 Flexitime
 Employee’s Proxy
 Human Resource Accounting
 Knowledge Management
 Virtual Organization and HRM
 Learning Organizations
 Sexual Harassment
 Alcoholism and Drug Abuse
 Legal issues in Performance Management

Module V: Ethics in Human Resource Management

 Concept of Ethics
 Ethics in Job Design
 Human Resource Planning
 Recruitment and Selection
 Performance Appraisal
 Training and Development
 Career Planning and Development
 Wage and Salary Administration
 Ethics in Layoffs
 Ethical Guidelines

Books for Reference:

 Human Resource Management by Dr. T. K. Jain, Dr. Preeti Chugh
 Human Resource Management by Gary Dessler
 HR from the Outside In: Six Competencies for the Future of Human Resources by Dave
Ulrich, Jon Younger, Wayne Brockbank, Mike Ulrich
Course Name: Performance Management Systems
Course Code:
Course Objectives: The objective of this course is to equip students with comprehensive
knowledge and practical skills to improve their ability for carrying out performance appraisal in
their organizations. It is particularly intended for future managers who will develop suitable
strategies & policies for performance management and conduct the performance appraisal of
their subordinates.

Module 1: Introduction to PMS

 Concept of Performance Measurement

 Methods of Measuring Performance
 Competency based PMS
 Electronic Performance Management

Module 2: Performance Appraisal

 Meaning and Definitions

 Objectives of Performance Appraisal
 Process of Performance Appraisal
 Essentials of a Good Appraisal System
 Factors affecting Performance Appraisal
 Methods of Appraisal
 Uses and Problems of Performance Appraisal

Module 3: Performance Management Implementation

 Operationalizing Change through Performance Management

 Building & Leading a high-performance team
 Organizational Culture and Performance Management
 Performance Management linked Reward System: Components, its linkage and
implications

Module 4: Discipline and Grievance Procedure

 Concept of Discipline
 Three views of discipline
 Causes of Indiscipline
 Preventive Measures for Discipline
 Guidelines for Disciplinary Action
 Hot Stove Rule of Discipline
 Procedure for Disciplinary Action
 Concept of Grievance
 Importance of Grievance System
 Grievance Redressal Procedure, and Grievance Redressal in Indian Industry
 Model Grievance Procedure
Module 5: Transfers and Promotions

 Definition and Objectives of Transfer

 Transfer Policy
 Types of Transfers
 Definitions and Objectives of Promotions
 Bases of Promotions
 Promotion Policies

Books for Reference:

 Human Resource Management by Dr. T. K. Jain, Dr. Preeti Chugh
 BD Singh, Performance Management Systems, Excel Books, New Delhi.
 Business Performance Management, Magazine, Matt Weiner.
 Cynthia D Fisher, Human Resource Management, 5th Edition-Biztantra.
 Dixit Varsha, Performance Management, 1st edition, Vrinda Publications Ltd.
 Herman Aguinis, Performance Management, Pearson Education, 2007.
 Kevin R Murphy, Understanding Performance Appraisal: Social, Jeanette Cleveland.
 Routledge Taylor and Francis Group, Journal of Organizational Behavior Management,

Course Name: Training and Development

Course Code:
Course Objectives:To develop an understanding of the core issues in employee training from
a strategic organizational perspective. To develop competencies for imparting and managing
corporate trainings as per business needs

Module 1: Introduction

 Training & Development: Scope, objectives and beneficiaries

 Forces influencing working and learning
 Snapshot of training practices
 Problems & future trends in training
 Evolution of training role, strategic training and development process
 Organizational factors influencing training
 Training needs in different strategies
 Models of organizing training department
 Outsourcing training

Module 2: Training Design

 Importance, scope, methods and techniques of training need assessment

 Training need assessment process organizational and operational analysis
 Factors affecting training design
 Budgeting for training, types of costs involved in training programs
 Design theory, outcomes of design
 Identification of alternative methods of instructions
 Considerations in designing effective training programs
 Training implementation (Logistical arrangements, physical arrangements, tips for
effective implementation)
Module 3: Training Methods

 Learning theories, learning process

 Instructional emphasis for learning outcomes
 Designing effective training programs, feedback, making feedback effective
 Types of training, training methods (presentation methods, hands on
 methods, group building methods)
 Choosing a training method
 Competence of trainer, trainer’s skills, trainer’s styles
 Trainer grid, trainer’s roles, dos and don’ts for trainers.

Module 4: Technology in Training

 Factors influencing transfer of learning

 Reasons for evaluating training
 Evaluation process, determining outcomes
 Evaluation techniques, models of training evaluation, training audit
 Technology and multimedia, computer-based training
 Developing effective online learning, blended learning, simulations
 Mobile technology and training methods
 Intelligent tutoring systems
 Technologies for training administration, learning management systems

Module 5: Contemporary Issues

 Management Development: Need, importance

 Training for executive level management, approaches
 Development planning process
 Company strategies for providing development
 Training issues resulting from external environment &internal need of the company
 Dual career paths, career plateau, coping with career breaks
 Balancing work andlife, increased use of new technology for training.

Books for Reference:

 Mamoria CB, Personnel Management, Himalaya Publishing House, Bombay (1990).
 Report of National Commission on Labour, Vol - I, Part - II, Government of India
(2002).
 Singh PN, Training for Management Development, Suchandra Publications, Mumbai
(1999).

Course Name: EMPLOYEE RELATION, LABOUR LAW & COMPENSATION

Course Code:
Course Objectives: To learn basic compensation concepts and the context
of compensation practice. To learn the concepts of payment and employee benefits issues for
contingent workers. To understand the legally required employee benefits.

.Module 1: Employee Compensation

 Concept of Compensation
 Components of Compensation
 Importance of Compensation
  Factors Affecting Compensation Policy
 Compensation Package
 Process of Determining Compensation
 Essential Characteristics of Sound Compensation Plan

Module 2: Incentive Compensation: Pay Incentives

 Concept of Incentive Compensation
 Importance of Incentive Compensation
 Types of Incentive Compensation
 Barriers and Challenges to Success of Incentive Systems

Module 3: Fringe Benefits (Non-Monetary Rewards)

 Concept of Fringe Benefits

 Importance of Fringe Benefits
 Objectives of Fringe Benefits
 Types of Fringe Benefits

Module 4: Wage and Salary Administration

 Concept of Wage and Salary

 Objectives of Wage and Salary Administration
 Factors Affecting Wage/Salary Levels
 Wage Boards and Pay Commissions
 Wage Incentives
 Objectives of Wage Incentive Schemes
 Wage Incentive Plans
 Profit Sharing
 Scanlon Plan
 Concept of Bonus
 Payment of Bonus Act 1965, The Workman’s Compensation Act 1923, The Employees
State Insurance Act 1948, The Employees Provident Funds and Miscellaneous
Provisions Act, 1952

Module 5: Employee Welfare

 Definitions and Meanings

 Significance of Employee Welfare
 Types of Welfare Services

Books for Reference:

 Personnel management & industrial relation – P.C. Tripathi.
 Dynamics of personal management – C.B. Memoria
 Human Resource Management – N.G. Nair, Latha Nair.
 Mercantile Law – N.D. Kapoor
 Essentials of Human Resource Management and Industrial Relations – P. Subbarao
Himalaya.
Course Name: International HUMAN RESOURCE MANAGEMENT
Course Code:
Course Objectives: Aims to develop a critical understanding of the role and functions of the
various human resource activities within multinational corporations (MNC). It provides an
overview of the impact of globalization and varieties of capitalism in shaping international
human resource management practices in MNCs. In doing so, the course addresses the
literature in International Human Resource Management and the strategic management of
human resources in MNCs.

Module 1: Introduction to IHRM

 Concept of IHRM
 Difference between Domestic and International HRM
 International Business Strategies
 Understanding Culture
 Culture: Its Coverage and Determinants
 Cross-cultural Theory

Module 2: Managing Cultural Diversity

 Cross-cultural Differences in the Workplace

 Cultural Sensitivity
 Cross-cultural Communication Process and Negotiations: Planning and Preparation
Parameter
 Types and Strategies of Organisation Culture

Module 3: International Business

 International Business and HRM

 International Business Approaches
 Globalization Approaches
 Globalization and the Strategy
 Competency Required for International Managers

Module 4: Recruitment, Selection, Training and Development

 Recruitment: Sources and Processes
 Selection
 Types of Cross-cultural Training
 Multinational Performance Management: Challenges
 Areas to be Appraised
 Who Should Appraise the Performance?
 System of Performance Appraisal
 Problems of Performance Appraisal
 How to Make Performance Appraisal Effective?
 Developing International Staff and Multinational Team

Module 5: Compensation and Benefits

 Complexities in International Compensation Management
 Objectives of International Compensation Management
 Factors that Affect International Compensation
 Components/Structure of International Compensation Package
 Approaches to International Compensation Management
 Expatriation and Repatriation Process
Course Name: Managing People in the Organization
Course Code:
Course Objectives: Aims to develop an understanding of the art of managing people in an
organisation with respect to both domestic and international business and clients.

Module 1: Organizational behaviour

 Organizational Behavior and the changing world of work

 Creating value through Human Resource Management
 Individual Behavior Personality and Values

Module 2: Recruitment and Training

 Recruitment and Selection
 Perception and Learning in Organizations
 Employee Training and Development
 Emotions, Attitudes and Stress

Module 3: Motivational Rewards

 Foundations of Employee Motivation
 Managing Rewards
 Performance Management and Appraisal

Module 4: Power and Leadership

 Power and Influence in the Workplace
 Leadership
 Organizational Structure

Module 5: Organizational Diversity

 Organizational Culture
 Managing organizational change
 Team Dynamics & Managing Diversity
 MBA Specializations – International Business

Course Name: International Finance

Course Code:
Course Objectives: As a result of studying the course, students should:
Know:
 The specificity of the financial relations at the international level;
 Criteria used for international funding;
 International financial centers, international financial institutions;
 The nature of the international finance.

Module 1: International financial management and flow of funds

 Overview, Importance, Nature and Scope

 Recent changes and challenges in IFM
 Multi-National Enterprise (MNE/MNC) Financial Management system.
 Balance of Payments (BoP), Fundamentals of BoP
 Accounting components of BOP
 Factors affecting International Trade flows
 Agencies that facilitate International flows
 Domestic Economy and World Trade
 International economic linkage

Module 2: The International Monetary System

 Evolution
 Gold Standard
 Bretton Woods system
 Exchange Rate Exchange Rate quotations
 Determination of Exchange Rates
 The flexible exchange rate regime
 The current exchange rate arrangements
 The Economic and Monetary Union (EMU)

Module 3: The Foreign Exchange Market

 Function and Structure of the Forex markets

 Major participants
 Types of transactions and settlements dates
 Foreign exchange quotations
 Process of arbitrage
 Speculation in the forward market - Currency Forward, Futures, Option, Swap
 Overview of the other markets - Euro currency market, Euro credit market, Euro bond
market, International Stock market.
Module 4: Exchange Rates

 Measuring exchange rate movements

 Factors influencing exchange rates
 Government influence on exchange rates - exchange rate systems.
 International arbitrage and interest rate parity.
 International Parity Conditions
 Relationship between inflation, interest rates and exchange rates –
 Purchasing Power Parity - International Fisher Effect.

Module 5: Asset Liability Management

 Long term Asset

 Foreign Direct Investment
 International Capital Budgeting
 International Capital structure and cost of capital
 International Financing Equity
 Bond financing
 Parallel loans

 Short Term Asset

 International Cash management
 Accounts receivable management
 Inventory management
 Payment methods of international trade
 Trade finance methods
 Export - Import bank of India
 Recent amendments in EXIM policy, regulations and guidelines.

Reference Book:

 [Link], International Financial Management, Tata McGraw-Hill, New Delhi, 2004.

 Alan [Link], Multinational Financial Management, 4/e, Prentice Hall India Private
Ltd, 2004
 Jeff Madura, International Financial Management, 6th edition, Thomson Publications.
 Maurice [Link], International Finance, 3rd edition, Tata Mc Graw-Hill, New Delhi, 2003.
 [Link] Choel and Risnick Bruce, International Financial Management, Tata Mc Graw
Hill, 2001.
 David K. Eiteman, Arthur [Link] and Michael [Link], Multinational Business
Finance, 10th edition, Pearson Education 2004.
 P.K Jain, Josette Peyrard and Surendra S. Yadav, International Financial Management,
Macmillan Publishers, 2001.
 Adrian Buckley, Multinational finance, Third Edition, Prentice-Hall of India Pvt. Ltd.,
2001.
 Melvin: International Money and Finance 7/e Pearson Education.
Course Name: International Marketing
Course Code:
Course Objectives: Due to ever increasing business dealings the subject of
International Marketing has gained utmost importance in recent times. The world
these days, indeed has shrunk and foreign markets have particularly become
important especially for a developing country like India. The major objective of
this course is to provide an exposure to the area of Marketing in the
International perspective.

Module 1: International Marketing

 Definition, Nature and Scope

 Reasons and Motivations
 Global Vs Domestic Marketing
 Concepts related to the management of international marketing function
 New Techniques ( Joint Ventures, Sub Contracting & BOP) in
international marketing.
 Managerial Implications on Global marketing environment
 Cultural, Political, Legal and Economic Environment

Module 2: International Trade

 International Business Methods

 Theories of International business
 Absolute cost-comparative Cost- H-O Theorem
 New Trade Theories - Porter’s Diamond Theory
 Modes of entry in to foreign business.
 World Trade and India’s foreign trade: an overview
 India’s Import and Export policy - Procedure and Documentation
 Institutional framework for exports in India.
 INCO terms.
 Balance of trade and payments
 Instruments of Trade Policy, Devaluation, Revaluation, Appreciation &
Depreciation

Module 3: International Product Policy and Planning

 Need for product planning

 Product adaptation and Standardization
 Cross country segmentation
 Product life cycle in International Marketing
  International Packaging
 International Marketing Research
 International marketing Planning and control.

Module 4: International Pricing and Promotion decisions

 International pricing decisions

 International promotional decisions
 Evaluation of international marketing performance
 Coordination of international marketing performance
 Instruments of Financial Transactions in international marketing

Module 5: International distribution strategy

 International Channels, Channel alternatives

 Channel Selection decision – Importance and Factors
 International Retailing
 Role of Logistics
 Overseas distribution system
 Overseas Market Research
 Marketing Plan for Exports
 Multinationals and their role in International Marketing.

 Reference Book:

 Varshney and Bhattacharya : International Marketing management.

 Philip B. Cateora nad John M. Hess : International Marketing.
 Alexender C. Stanley : Handbook of International Marketing.
 John Fayerwearther : International Marketing
 David Carson : International Marketing
 Philip Kotler : Marketing Management
Course Name: Legal Aspects & Ethics of International Business
Course Code:
Course Objectives:
1. To understand the principles of international law
2. To understand the applications of private international law
3. Reflect on the different approaches by different legal systems
4. Analyse the impact of international business law

Module 1: Introduction to International Business Law

 International Law for Business
 International Trade Legal Frame
 Contracts; Payment Terms
 Risk Factors Influencing Payment Terms
 Preparing Quotes for International Buyers
 International Sales Agreements
 Difference between Agents and Distributors
 World Economic Environment

Module 2: GATT/WTO AND GLOBAL LIBERALIZATIONS

 Regulatory framework of WTO
 An Evaluation of GATT
 THE URUGUAY ROUND
 Difference between GATT and WTO
 WTO Principles
 Liberalization of Agriculture Trade
 Tariffication and Tariff Cuts
 TRIMs and TRIPS
 Copyright and Rights Related to Copyright
 Industrial and Intellectual Property
 DISPUTE SETTLEMENT
 ANTI DUMPING MEASURES

Module 3: Regulation & Treaties in International Business

 Basic concept of Licensing & Franchising

 Basic concept of Joint Ventures
 Basic concept of GATT
 Working of World Trade Organization (WTO)
 Trade Related Investment Measures(TRIMS)
 Trade Related Intellectual Property Right(TRIPS)
 Dumping & Counter trade
 E-Commerce Transactions and its effect on Taxation

Module 4: Regulatory Framework and Taxation

 Basic Concept of Cross Border Transactions
 Payment of the product exported/imported
 Legal safeguards available for payment defaults
  International legal environment
 Multilateral and Bi-lateral Treaties
 Significance of India’s Policy towards Multilateral and Bi-lateral Treaties

Module 5: Business Ethics

 Features, Principles & Importance of Business Ethics
 Functional Business Areas
 Ethical Issues in International Business
 Importance of Ethical Behaviour at the Workplace
 Benefits of Managing Ethics at the Workplace
 Promoting Ethical Conduct at the Workplace
 Ethical Workplace Culture
 Relationship between Ethics, Values and Moral
 Leadership Values and Workplace Ethics

 Reference Books:
 International Trade and Export Management by Francis Cherunilam ,
 Himalaya publishing House – International Business by K Awasthappa,
 Mc Graw Hill – Foreign Trade Policy and Handbook of Procedures by [Link] (17th Edition
2012)
 Anti Dumping Law and Procedures by [Link] (4th Edition 2013)

 Lew, Julton D.M and Clive Stand Brook (eds), International Trade Law and Practice,
Euromoney Publications, London.
 Kapoor ND: Commercial Law; Sultan Chand &Sons., New Delhi.

 Baron D.P. (1996), Business and its environment, Second Edition, PrenticeHall.
 Ronald R. Sims (2003), Ethics & Corporate Social Responsibility, Praeger.
 Mary E. Guy (1990), Ethical Decision Making in Everyday Work Situations,
Quorum Books
Course Name: Import-Export Management
Course Code:
Course Objectives: At the end of this course Students will be able to: Understand Import-
Export Concept, Documentation, Procedure and Marine insurance

Module 1: EXIM Policy

 Framework,
 Export Documentation and Government Policy,
 Procedures and Practices in EXIM management,
 Export-Import Regulations,
 Export Promotion and Institutional set up,
 Deemed exports,
 Rupee convertibility.

Module 2: EXIM Barriers & risk management

 International Marketing: Definition, Components of International Marketing

Management;
 Trade Barrier: Definition: Components of Trade Barrier, Objectives of Trade Barrier
 Non-Tariff Barriers;
 Government Participation in Trade; Quota;
 Advalorem Duty; Specific Duties and theirDifferences
 Insurance and Inspection
 Types of Risk;
 Management of Risk;
 Financial derivatives – forward contracts, futures, options, interest rate swaps;
 Techniques of hedging

Module 3: Marketing

 International Supply Chain Management,

 Export Marketing, International/global Marketing
 Export Vs global marketing
 Effect of environment in international marketing
 Market selection process for export – Approach, Criteria
 Sourcing environment; Types of sourcing;
 Shipping and Packaging

Module 4: Export Assistance of India and Documentation

 Export Assistance of India: Introduction, Importance of Export Assistance,

 Export Promotion Measure in India, Role of different Export Promotion bodies;
 Export-Import Primary Consideration
 Import and Export Documentation: Introduction, Freight Forwarder’s Powers of
Attorney, Bill of Lading,Certificates of Origin, Letter of Credit.
 Expansion of Production Base for Exports; Relaxation in Industrial Licensing Policy /
MRTP / FERA / ForeignCollaborations; Liberal Import of Capital Goods;
 Export Processing Zones (EPZ); Export Oriented Units(EOU); Special Economic Zones
(SEZs); Electronic Hardware Technology Parks (EHlTP) and SoftwareTechnology Park
Units (STP);
  Assured Supply of Raw-Material Imports; Eligibility for Export / Trading / StarTrading /
Super Star Trading Houses;
 Export Houses Status for Export of Services; Rendering Exports PriceCompetitive;
 Fiscal Incentives; Financial Incentives; Strengthening Export Marketing Effort

Module 5: Import and Export Finance

 Export and Import Financing Procedures;

 14 Steps for Conducting Export Transaction;
 Types of import finance including LC’s, supplier’s credit, buyer’s credit, Trust
Receipt;
 Term Loan & Cash credit;
 Provisions relating to sanction, disbursal, quantum, interest rate, repayment;
 Foreign Currency Loans.
 Type of pre and post – shipment finance – fund and non-fund based;
 Provisions relating to sanction, disbursal, quantum, interest rate, repayment;
 Factoring; Forfeiting;
 Financing deemed exports;
 Export finance in foreign currency.

Reference Books:

 Export Import Policy, Publisher: Ministry of Commerce, Government of India, New

Delhi.
 Electronic Commerce by N. Janardhan, Publisher: Indian Institute of Foreign Trade,
New Delhi.
 Nabhi's Exporters Manual and Documentation, Publisher: Nabhi Publication, New
Delhi.
 Nabhi's New Import Export Policy, Publisher: Nabhi Publication, New Delhi.
 Export-What, Where, How by Ram Paras, Publisher: Anupam, Delhi.
Course Name: INTERNAtional HUMAN RESOURCE MANAGEMENT
Course Code:
Course Objectives: Aims to develop a critical understanding of the role and functions of the
various human resource activities within multinational corporations (MNC). It provides an
overview of the impact of globalisation and varieties of capitalism in shaping international
human resource management practices in MNCs. In doing so, the course addresses the
literature in International Human Resource Management and the strategic management of
human resources in MNCs.

Module 1: Introduction to IHRM

 Concept of IHRM
 Difference between Domestic and International HRM
 International Business Strategies
 Understanding Culture
 Cross-cultural Theory

Module 2: Managing Cultural Diversity

 Cross-cultural Differences in the Workplace

 Cultural Sensitivity
 Cross-cultural Communication Process and Negotiations: Planning and Preparation
Parameter
 Types and Strategies of Organisation Culture

Module 3: International Business

 International Business and HRM

 International Business Approaches
 Globalization Approaches
 Globalization and the Strategy
 Competency Required for International Managers

Module 4: Recruitment, Selection, Training and Development

 Recruitment: Sources and Processes
 Selection
 Types of Cross-cultural Training
 Multinational Performance Management: Challenges
 Areas to be Appraised
 Who Should Appraise the Performance?
 System of Performance Appraisal
 Problems of Performance Appraisal
 How to Make Performance Appraisal Effective?
 Developing International Staff and Multinational Team

Module 5: Compensation and Benefits

 Complexities in International Compensation Management
 Objectives of International Compensation Management
 Factors that Affect International Compensation
 Components/Structure of International Compensation Package
 Approaches to International Compensation Management
 Expatriation and Repatriation Process
Books for Reference:
 International Human Resource Management – Dr. P. Subba Rao
 International Human Resource Management – Srinivas R. Kandula
 International Human Resource Management – Ashly Pinnington, Anne-Wil Harzing

Course Name: Management of firm in global business

Course Code:
Course Objectives: Aims to develop a critical understanding of management of firm from
global perspective considering the needs of global business.

Module 1: Globalisation in business environment

 Introduction to firm and globalisation

 Reasons of globalisation
 Advantages of globalisation
 Country’s business environment factors for globalisation
 Globalisation – Challenges and practical complexities faced by MNCs.

Module 2: Business orientations

 Introduction
 Types of global business orientation
 Differences in global business orientations
 Multinational, global and glocal.
 Evolution
 Advantages

Module 3: Factors affecting global business environment

 Internal and external factors
 Legal - Rules and Regulations, Policies
 Technological environment
 Economic environment
 Social and cultural environment
 Political environment
 Geopolitics
 Competitive environment

Module 4: Sustainable practices

 Introduction
 Economic value
 Societal value
 Changing global environment
 Effect on companies
 Environmental responsibility

Module 5: Competitive environment

  Introduction
 Factors causing competition
 Factors affecting competition
 Effects of competition
 Increasing integration of international markets – global supply chains

MBA Specializations – Sales & Marketing

Course Name: Services Marketing

Course Code:
Course Objectives:

Module I: Introduction to Services Marketing

 Defining Services
 Understanding Service Characteristics
More Intangible than Tangible
Simultaneous Production and Consumption
Less Standardized and Uniform
Perishability
 Product vs. Services
 Classification of Services

Module II: The Service Marketing Mix and Purchase Process

 The Service Marketing Mix
 Buying Situations Faced by the Consumer
 Purchase Process for Services
Need Arousal
Recognition of the Need
The Level of Involvement
Search for Information and Identification of Alternatives
Evaluation of Alternatives
Decision
Purchase Action and Other Decisions
 The Purchase Process and Buying Situations

Module III: Service Quality

 Service Quality Issues
 Service Quality Model
Gap Model of Service Quality
The Service Triangle Management Model
Service Triangle Marketing Model
SERVQUAL Model
 Importance of Quality

Module IV: Service Product and Operation

 The Concept of Service Product

Theodore Levitt’s Total Product Concept
 Creating a Product Range
 Product Life Cycle
 Branding of a Service Product
Importance of Branding Service Products
Brand Name Policies and Decisions
Brand Development for Existing Service Products
Service Brand building
 New Service Development
 Service Operations
Role of Blueprints
Benefits of Blueprinting
Operations Blueprinting

Module V: - Pricing of Services

 Concept of Value and Price in Services
 Uses and Objectives of Pricing
 Framework for Pricing Decisions in Services
 Pricing Approaches.
Cost as a Basis for Pricing
Competitor-based Pricing
Demand-based Pricing
 Pricing Strategies
New Service Pricing Strategy
Price Skimming Strategy
Service Portfolio Pricing
Tactical Pricing
Pricing Strategies for Public Sector Services

Reference Book:
 Ravi Shanker, SERVICES MARKETING: THE INDIAN PERSPECTIVE, Excel Books,
New Delhi, 2008
 Rajendra Nargundkar, SERVICES MARKETING: TEXT & CASES, Tata McGraw-Hill
Publishing Company, New Delhi, 2008
 Christopher H. Lovelock, SERVICES MARKETING: PEOPLE, TECHNOLOGY,
STRATEGY, Pearson Education Asia.
 R. Srinivasan, SERVICES MARKETING, Prentice Hall of India Private Limited, New
Delhi

Course Name: Advertising & Sales Promotion

Course Code:
Course Objectives:

Module 1: Introduction to Advertising

 Nature & Scope

 Types & Classification
 Role of Advertising in India
 Problems and Prospects
 Rural Advertising
 Industrial Advertising

Module 2: Advertising Campaign

 Campaign Planning
 Creativity
 Copy Writing Concept
  Layout Principles
 Guidelines for preparing Art work
 Typesetting
 Photography
 Block Making

Module 3: Media

 Introduction
 Types of Advertising Media
 Factors Guiding Media Selection
 Circulation/ Readership/ Viewership data Studies
 ORG Operation Research Group
 Indian & Eastern Newspaper Society (IENS)
 National Readership Survey
 frequency,
 OTS
 Advertising research -media research – copy research
 Measuring advertising performance.

Module 4: Sales Promotion

 Introduction
 Scope and importance of sales promotion
 The promotion blend scope of sales promotion
 consumer sampling
 sampling – premium
 contests and Sweepstakes

Module 5: Trade association and sales promotion

 Trade association and sales promotion
 comprehensive sales promotion
 Programme planning and budgeting for sales promotion.

 Reference Books:
 Aaker and Myers – Advertising Management.
 Rathor – Advertising ManagemenCarlsmith,
 Robert, Anderan and Thomas Harry – Advertising
 Alfred Gross – Sales Promotion

Course Name: Consumer Behavior

Course Code:
Course Objectives:
 The objective is to gain an understanding of the theoretical and conceptual concepts of
buyer behavior and apply them to real life marketing situations and practices.

 The course will help the students take a holistic view of the buyer; it will help equip
them with knowledge of various models and frameworks to help understand buyer
behavior and align the knowledge with formulation of appropriate marketing strategies
Module 1: UNDERSTANDING CONSUMER BEHAVIOR

 Definition of Project Management

 Defining consumer behavior, why to study consumer behavior?
 Understanding consumer through research process,
 Consumer behavior in a world of economic instability
 Rural consumer behavior, rural markets.
 Consumer segmentation,
 targeting and positioning, segmentation and branding

Module 2: ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR

 Influence of culture, sub culture, social class, social group, family and personality
 cross cultural consumer behavior.

Module 3: CONSUMER AS AN INDIVIDUAL

 Personality and self-concept

 Consumer motivation,
 consumer perception.
 Consumer attitudes and changing attitudes,
 consumer learning and information processing

Module 4: CONSUMER DECISION MAKING PROCESSES

 Problem recognition, search and evaluation,

 Purchasing processes,
 Post purchase behavior,
 Models of consumer decision making,
 Consumers and the diffusion of innovations.

Module 5: CONSUMERISM AND ETHICS

 Roots of consumerism
 Consumer safety
 Consumer information
 Consumer responsibilities
 Marketer responses to consumer issues
 Marketing ethics towards consumers.

 Reference Books:
 Consumer Behavior, Schiffman, L.G. and KanukL.L., Prentice Hall, India.
 Consumer Behavior, Concepts and Applications, Loudon, D.L. and Bitta, A.J.D, Tata
McGraw Hill.
 Consumer Behavior and Marketing Startegy, Peter, J.P. and Olson, J.C., , Schiffman,
L.G. and KanukL.L., Prentice Hall, India
Course Name: Strategic Brand Management
Course Code:
Course Objectives:
1. Understanding basic concepts in the area of entrepreneurship
2. Understanding the role and importance of entrepreneurship for economic development
3. After studying this Subject Explain the Concept of Brand  Discuss the Evolution of Brands 
Identify the Characteristics of Brands  Describe the Brand Management  Provide insight in to
Branding Challenges and Opportunities
Module I: Brand and Brand Management
 Concept of Brand
 What is a Brand? And Evolution of Brands
 Characteristics of Brands
 Brand Management
 Selecting a Brand Name
 Branding Challenges and Opportunities
 What is Branding? and Branding Challenges
Module II: Brand Equity

 Defining Brand Equity

 Brand Equity at Different Hierarchical Levels
 Brand Image Constellation,
 Brand Image Dimensions
 Brand Personality

Module III: Strategic Brand Management Process

 Strategic Brand Management
 Strategic Brand Management Process
Identifying and Establishing Brand Positioning and Value
Planning and Implementing Brand Marketing Programs
Measuring and Interpreting Brand Performance
Growing and Sustaining Brand Equity
 Strong Indian Brands

Module IV: Planning and Implementing Brand Marketing Programs

 Planning and Implementing Brand Marketing Programs

Decisions Relating to Brand Elements
Marketing Activities,
 Criteria for Choosing Brand Elements Memorability, Meaningfulness, Likability,
Transferability, Adaptability
 Options and Tactics for Brand Element
Brand Names, URLs , Logos and Symbols, Characters, Slogans , Jingles ,Packaging
 Tactics to Create a Strong Brand

Module V: Measuring and Interpreting Brand Performance

 Measuring and Interpreting Brand Performance

 Measuring Sources of Brand Equity Partnership
Free Association, Projective Techniques, Awareness, Recognition, Recall Image Specific,
Lower-level Brand Associations, Brand Performance, Brand Imagery, General, Higher-
order Brand Associations
 Measuring Outcomes of Brand Equity
Comparative Methods
Holistic Methods
 Reference Books:
 Keller, Strategic Brand Management, Building, Measuring & Managing Brand Equity,
2nd Ed. PHI.
 U.C. Mathur, Brand Management, Text and Cases, Macmillan Ltd.
 Harsh Verma – Brand Management – Excel Books 2nd Edition, 2008
 Chunawala S.A. Brand Management – Himalaya Publishing House, 3rd Edition, 2009.
Mahim Sagar, Brand Management, Anis Publication.

Course Name: Sales and distribution management

Course Code:
Course Objectives:
 The objective of this course is to help students understand the Sales & Distribution
functions as integral part of marketing functions in a business firm. Globalization,
increased competition, rapid changes in communication and information technology
and need for higher level of customer orientation have made sales and distribution
management extremely important.
 This course will make students appreciate the role of sales managers in the context of
Indian economy with particular reference to essential consumer and industrial goods
and services.

Module I: Introduction to Sales & Distribution Management

 Nature and scope of sales management, personal selling objectives,

 Types of sales management positions,
 Theories of personal selling, personal selling strategies,
 sales forecasting and budgeting decisions,
 emerging trends in selling

Module II: Personal Selling Process, Sales Territories & Quotas

 Selling process, relationship selling,

 Designing Sales Territories,
 sales quotas and
 sales organization structures

Module III: Sales Force Management

 Recruitment and selection of sales force,

 Training, motivating and compensating the salesforce,
 controlling the salesforce

Module IV: Distribution Management:

 Introduction, need and scope of distribution management,

 Marketing channels strategy,
 levels of channels,
 Institutions for channels- retailing wholesaling, designing channel systems,
 Channel management

Module V: Market logistics and supply chain management

 Concept and scope of Supply Chain Management
 Logistics - concept and objectives,
 Concept of logistics planning
  Inventory management decisions
 Concept of ROP, JIT, EOQ
 Importance of maintaining Inventories, online inventory management
 Transportation decisions
 Location and warehousing Decisions

 Reference Book:
 Sales & Distribution Management by Krishna K. Havaldar, Vasant M. Cavale
 Sales Management: Concepts, Practice, and Cases by Ha Johnson F.M., Kurtz D.L.,
Scheuing E.E.
 Sales Management: Decisions, Strategies & Cases by Richard R. Still, Edward W.
Cundiff, Norman A.P. Govoni

Course Name: Retail management

Course Code:
Course Objectives: The objective of the course is;
 To stimulate student’s interest in retailing by capturing the exciting, challenging, and
rewarding opportunities facing both retailers and firms.
 To provide an understanding on evolving role of internet in retailing.
 To enable students understand the use of technology and analytical methods for
decision making in the dynamic retail sector..

Module I: Introduction to Retail

 Meaning and Scope of Retail

 Functions of Retailing
 Marketing Retail Equation:
o Return Exchange becomes the Retail Equation,
o What is Retail Equation
o Dimensions of Retail Equation
 Rise of the Retailer
 Global Retail Market
 Retail as career

Module II: Theories of Retail Development & Strategy

 Evolution of Retail Format

 Theories of Retail Development
o Wheel of Retailing Theory
o Accordion Theory
o Environmental Theory
o Dialectic Process
 Concept of Lifecycle in Retail
 Business Models in Retail
 Traditional Business Models in Indian Retail
 Concept of Business world
 Strategy – The Retail Perspective
 International Expansion
 The Retail Value Chain

Module III: Store management and Visual merchandising

 Store Manager’s Responsibilities

  Staffing your Retail Store
 Store Operation Resources
 Activity Based Costing
 VED Classification
 Budgeting and Planning
 Challenges of Budgeting for Capital Expenses
 Store Design and Layout
 Visual Merchandising

Module IV: Retail Marketing and Branding

 Retail Marketing
 Types of Retail Marketing
 Managing Retail Marketing
 Trends in Retail Marketing
 Brand Positioning
 Brand Personality
 Types of Brand
 Brand and Life Cycle

Module V: Retail Management Information System

 Importance of IT in Retailing
 Integrated Systems and Networking
 Electronic Data Interchange
 Bar Coding
 Customer Database Management
 Electronic Retailing
 Future trends in E-tailing

Reference Book:
 Bajaj, Tuli and Srivastava, “Retail Management”, Oxford University Press, New Delhi
2005.
 Berman and Evans 1989, Retail Management: A Strategic Approach, Macmillan
Publishing Company, New York, NY.
 Bucklin, L. P. 1963, ‘Retail Strategy and the classification of goods’, Journal of
Marketing,27, 53-54.
 Glbson G. Vedamani, “Retail Management”, Jaico Publishing House, Mumbai, 2003