STRATEGIC MANAGEMENT

Course Code: Course Objective:

The objective of this course is to develop an understanding of: The integrative role of all areas of management in business. The prescriptive and descriptive ideas of theorists practitioners and researchers in the field. The principles of management and their relevance in business. The methods and techniques of strategic choice and strategic implementation over different industries Measurement of performance in various business and effect of strategies Difference between traditional and contemporary business management

MMSGM 20301

Credit Units: 04

Course Contents:
Module I: Introduction Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy Development, Levels of Strategy, Competitive scope and value chain Module II: Strategic Analysis Mission, Vision and Business Definition, Environmental Threat and Opportunity Profile (ETOP), Industry Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental analysis and dealing with uncertainty, scenario analysis and SWOT Analysis. Module III: Strategic Choice Traditional Approach - Strategic Alternatives, Various models like BCG, GE Nine Cell Matrix, Hofers Model, Stricklands Grand Strategy Selection Matrix, Basis of Choice; Michael Porters Approach - Generic competitive strategies, Cost advantage, differentiation, technology and competitive advantage, substitution, competitor, complementary products and competitive advantage, strategic vision vs. strategic opportunism, Coevolving and patching. Module IV: Offensive and Defensive Competitive Strategies Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of offensive strategies. Module V: Strategic Implementation Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard Concepts and applications in strategy implementation.

Examination Scheme:
Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60

Text & References:

Text: Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill. Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1 st Ed., Harvard Business School Press. References: Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation, 3rd Ed., A.I.T.B.S. Publishers & Distributors. Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business Today. Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press. Thomson & Strickland, Business Policy and Strategic Management, 14 th Ed., Tata Mc Graw Hill

MANAGERIAL COMPETENCIES AND CAREER DEVELOPMENT

Course Code: Course Objective:
In this course, students will actively learn and practice job-related skills vital to becoming a successful manager in contemporary organizations. Class sessions will consist of diverse exercises, self-assessments, role plays, etc., which help students evaluate and develop their skills. It will help the students to perform well at an acceptable entry level in each skill area; and better interact with other students, faculty, alumni and industry professionals.

MMSGM 20302

Non Credit Course

Course Contents:
Module I: Introduction to Managerial Competencies Business Service Performance Management and Future Managers, managerial Competencies. Values for managerial effectiveness and competencies in career development. Individual career goals and action plan. Module II: Identification of Career Opportunities in Various Industries Industry scenario and identifying career opportunities. Key position competencies at entry level in different industries and growth prospects. Career Recruitment / selection processes in various industries and companies. Module III: Career Development Process Diagnostic instruments. Steps in career Development, Career Counseling. Seeking, giving and receiving face-toface feedback. Strategies for improving managerial competencies. Opportunities and tactics for developing managerial competencies. Module IV: Developing Skills for Career Prospects How to succeed in interviews, Mock interviews and GDs. Special focus areas. Career Clusters, Role of Mentor in career development. Importance of Entrepreneurial and leaderrship skills in career development. Module V: Enhancing Learning through Experience Sharing Experience sharing of successful industry professionals, entrepreneurs, alumni and career specialists.

Examination Scheme:
Components Weightage (%) P1 10 C1 10 CT1 20 EE1 60

Text & References:

Kolb, Osland, & Rubin, 1995, Organizational Behaviour, Prentice Hall Greenhaus, Career Management, 2004, Thompson Learning, India, New Delhi.

BUSINESS COMMUNICATION - III

Course Code: Course Objective:
Actions speak louder than words. Every business communicator needs to understand the nuances of body language and voice. This course is designed to enable the young Amitian to decipher the relevance of Kinesics, Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and speeches.

MMSBS 20301

Credit Units: 01

Course Contents:
Module I: Non - Verbal Communication Principles of non- verbal communication Kinesics Proxemics Paralanguage and visible code Module II: Speaking Skills Pronunciation drills (Neutralizing regional pulls) Conversational English Guidelines to an effective presentation Module III: Interviews and GDs Note: 1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.

Text & References:

Business Communication, Raman Prakash, Oxford Business Communication for Managers: An Advanced Approach, Penrose, Thomson Business Communication, Krizan, Thomson Understanding Human Communication,9/e, Adler R Oxford

BEHAVIOURAL SCIENCE - III (LEADING THROUGH TEAMS)

Course Code: Course Objective:
This course aims to enable students to: Understand the concept and building of teams Manage conflict and stress within team Facilitate better team management and organizational effectiveness through universal human values.

MMSBS 20302

Credit Units: 01

Course Contents:
Module I: Teams: An Overview Team Design Features: team vs. group Effective Team Mission and Vision Life Cycle of a Project Team Rationale of a Team, Goal Analysis and Team Roles Module II: Team & Sociometry Patterns of Interaction in a Team Sociometry: Method of studying attractions and repulsions in groups Construction of sociogram for studying interpersonal relations in a Team Module III: Team Building Types and Development of Team Building Stages of team growth Team performance curve Profiling your Team: Internal & External Dynamics Team Strategies for organizational vision Team communication Module IV: Team Leadership & Conflict Management Leadership styles in organizations Self Authorized team leadership Causes of team conflict Conflict management strategies Stress and Coping in teams Module V: Global Teams and Universal Values Management by values Pragmatic spirituality in life and organization Building global teams through universal human values Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc. Module VI: End-of-Semester Appraisal Viva based on personal journal Assessment of Behavioural change as a result of training Exit Level Rating by Self and Observer

Text & References:

Organizational Behaviour, Davis, K. Hoover, Judhith D. Effective Small Group and Team Communication, 2002,Harcourt College Publishers LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New Delhi Dick, Mc Cann & Margerison, Charles: Team Management, 1992 Edition, Viva books J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer & Company Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers

GERMAN - III
Course Code: Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany

MMSGR 20301

Credit Units: 02

Course Contents:
Module I: Modal verbs Modal verbs with conjugations and usage Imparting the finer nuances of the language Module II: Information about Germany (ongoing) Information about Germany in the form of presentations or Referat neighbors, states and capitals, important cities and towns and characteristic features of the same, and also a few other topics related to Germany. Module III: Dative case Dative case, comparison with accusative case Dative case with the relevant articles Introduction to 3 different kinds of sentences nominative, accusative and dative Module IV: Dative personal pronouns Nominative, accusative and dative pronouns in comparison Module V: Dative prepositions Dative preposition with their usage both theoretical and figurative use Module VI: Dialogues In the Restaurant, At the Tourist Information Office, A telephone conversation Module VII: Directions Names of the directions Asking and telling the directions with the help of a roadmap Module VIII: Conjunctions To assimilate the knowledge of the conjunctions learnt indirectly so far

Examination Scheme:
Components Weightage (%) CT-1 15 CT-2 15 H-1 + V-1 10 EEI 60

Text & References:

Wolfgang Hieber, Lernziel Deutsch Hans-Heinrich Wangler, Sprachkurs Deutsch Schulz Griesbach, Deutsche Sprachlehre fr Auslnder P.L Aneja, Deutsch Interessant- 1, 2 & 3 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1, 2 Braun, Nieder, Schme, Deutsch als Fremdsprache 1A, Grundkurs

ADVANCED SALES MANAGEMENT

Code:MMSMK 20301 Course Objective:
In the fast changing, dynamic marketing environment of 21 st century, the role of salesperson has changed from being seller of products and service to a solution provider. Today, sales manager are looked upon as corporate team leaders who are able to manage sales across multiple channel formats. They are expected to coordinate sales and distribution functions in order to achieve the goals of their organizations. This advanced sales management program is meant to acquaint the aspiring sales managers with theories, concepts, techniques and practices related to sales in this era of higher customer orientation of businesses. To introduce students to the concepts and theories of Advanced sales Management To develop an understanding of important selling skills such as Negotiation and Problem Solving.. To help understand the various facets of the role of a sales manager.

Credit Units: 03

Course Contents:
Module I: Nature, role and importance of Sales Management Evolution of Sales Management to modern day, Nature and importance of Sales Management, Emerging trends in Sales Management, Selling Situations and Selling Skills, Negotiation & Problem Solving Module II: Managing Sales Information & Process Strategic Planning for Sales, Forecasting Marketing Demand, Forecasting Approaches, Buying Situations and the Sales Process Module III: Management of Sales Territories and Sales Quotas Sales Territories size & design, Sales Quota Type, Method & Problem Module IV: Organising & Staffing Salesforce Size of the Salesforce, Planning the Recruitment, Selection of a Salesperson Module V: Training, Motivation & Compensation of Salesforce Managing the Sales Training Process, Motivating the Salesforce, Compensating the Salesforce, Controlling & Evaluating the Salesforce Module VI: Emerging Trends in Advanced Selling Integrating Sales with Other functions of Management, The Ten Commandments of Effective selling, Making and Retaining Customers for Lifetime, Latest emerging trends and practices to be discussed.

Examination Scheme:
Components Weightage (%) Group Project 10 Surprise Quiz (2) 10 Class Test 20 ETE 60

Text & References:

Text: Sales Management By Tanner , Honeycutt, Erffmeyer , Pearson Education References: Sales Management-E Cundiff and N Govini 5th Edition. Prentice Hall of India. Sales and Distribution Management- Tapan Panda and Sunil Sahadev, Oxford, 2007 Smart Selling, Christopher Power. What makes a good salesman, David Mayer and H M Greenberg. Management of Sales force, Stanton, Bursnick and Spiro Sales and Distribution Management-KK Havaldar and VM Cavale,2008. T M Hill

ADVERTISING AND SALES PROMOTION

Course Code: Course Objective:
To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to develop advertising strategies and plans and to develop the judgment parameters required in product management, to evaluate advertising.

MMSMK 20302

Credit Units: 03

Course Contents:
Module I: Advertising Introduction Advertising defined Nature, Scope, Types & Limitations of Advertising. Role of advertising in Marketing Mix. Advertising as industry. Advertising agencies Client Agency relationships Module II: Setting Advertising Domain Setting Advertising objectives, Sales as an advertising objectives, DAGMAR Approach. Setting advertising budgets Methods and factors, advertising and positioning. Process of developing Ad Campaign. Module III: Creative and Media Strategy Creative Strategy, Message designing Style, Tone, Theme & Appeal. Developing story board and finalizing message structure, format, content. Media strategy Factors of Media, types & levels of media planning. Process of Media planning. Module IV: Advertising Evaluation Pretest Types of various Pretest Methods. Post-test Various Tools & Applications. Module V: Sales Promotion Concepts, Nature, Benefits and Limitation of Sales Promotion. Types of sales Promotion Tools Dealer Promotion , Consumer promotion and sales incentives. Developing Sales Promotion Campaign. Module VI: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. Case studies Latest emerging trends and practices.

Examination Scheme:
Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60

Text & References:

Text: David Aaker, Advertising Management, Myers and Batra References: Magazines, A&M, Brand Equity, Business World Wright, Winter, Ziegler, Advertising David Ogilvy, Trout and Ries, Advertising Sandage, Fryburger, Ratroll, Advertising Theory & Practice SL Gupta, Advertising & Sales promotion, S Chand Publication.

INDUSTRIAL MARKETING
Course Code: Course Objective:
To understand how marketing for industrial good is different from the traditional marketing. To be aware of the success stories and failures in Industrial Marketing.

MMSMK 20303

Credit Units: 03

Course Contents:
Module I Environment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer marketing, organizational buying process and organizational buying behaviour, commercial and institutional buying, Bidding, tendering, channel behaviour, industrial establishment. OEM and impact on pricing policies. Module II The strategic perspective in industrial marketing, the GE matrix, Michael Porters generic options theory, economies of scale Vs economies of scope. Case Discussion. Module III Buyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions, organizational buying environment, individual Vs group decision making and buying center influences. Assessing the market reach, fragmented markets and their implications. Module IV Industrial marketing communications, advertising, publicity, sales promotion possibilities, the role of exhibitions and domestic and international contacts, the marketing intelligence, role of MIS and DSS and evaluating the marketing strategies and performances.

Examination Scheme:
Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60

Text & References:

Text: M. Hill, Ralph S Alexander and James C Cross, Industrial Marketing by Richard. References: Michael D Hutt and Thomas W Speh, Industrial Marketing Management: A strategic view of business markets Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity. Magazines- Advertising and Marketing, Business World, Business India.

SERVICES MARKETING
Course Code: Course Objective:
Ever after the postindustrial era, services have grown immensely owing to the dynamic technical, economic, political, social and competitive environment. The understanding of the concepts of services is very critical as they now form the backbone of a healthy organization. The course aims to introduce the concepts of services and marketing of services. To draw a clear distinction between products and services and further make the students understand the complexities involved in handling services.

MMSMK 20304

Credit Units: 03

Course Contents:
Module I: Overview of services Concept of Services, services environment, Service models, classification of service industry, Growth of service industries, Characteristics of services: The 4 Is of services, Classification of services. Module II Managing knowledge in a service firm (Marketing research). Buying behaviour of the service consumer family life cycle and services consumptions. Multi attribute model to understand consumer attitudes. Module III: Marketing Mix for Services Product, Price of services, service channels and distribution, developing the service communication mix. Physical Evidence and process in services: service-scapes, the service delivery process. Service blueprint components. Module IV: Customer Retention through CRM Understanding customer expectations, Fundamentals of customer satisfaction, Understanding customer service, Monitoring and measuring customer satisfaction, Customer Retention: Complaint Handling and Service Recovery, Customer Loyalty. Life time value of customer Module V: Service Quality: Assessment and improvement of service delivery Definition and measurement of customer satisfaction. Definition and measurement of service quality. GAP model, SERVQUAL. Impact of technology in enhancing service competitiveness

Examination Scheme:
Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60

Text & References:

Text: C Bhattacharjee: Services Marketing, Excel Books References: Lovelock, Christopher & Wirtz Jochen, 2004, Services Marketing, Pearson Education Woodruffle, Helen, Services Marketing, Macmilan Publishing Kertz, David L, & Clow, Kenneth. E, 2004, Services Marketing, Biztantra Publishers

RURAL AND AGRICULTURAL MARKETING

Course Code: Course Objective:
To understand how is marketing done in rural India. To be aware of the success stories and failures in rural Indian Marketing.

MMSMK 20305

Credit Units: 03

Course Contents:
Module I Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of marketing, profiles of urban/ customers and differences in their characteristics. Module II Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution and trade management. Module III Transportation and communication, advertising and sales promotion strategies for rural marketing and characteristics of pricing in rural markets for different products and factors influencing. Module IV Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques for rural markets. Module V Marketing strategies, policy, sales management practices training, motivation and Examination. Module VI Rural Market research and market information system and a glimpse of the future of rural marketing. Module VII Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, DCM Haryali

Examination Scheme:
Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60

Text & References:

Text: Pradeep Kashyap & Siddhartha Raut, The Rural Marketing Book, , Biztantra References: TP Gopalaswamy, Rural Marketing, Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity. Magazines- Advertising and Marketing, Business World, Business India

ENTREPRENEURSHIP AND NEW VENTURES

Course Code: MMSEL20306 Course Objective:
The course will help the students to acquaint with the special challenges of starting new ventures, introducing new product and service ideas.

Credit Units: 03

Course Contents:
Module I: Concept of an entrepreneur and Entrepreneurship The entrepreneurs role, task and personality, A typology of entrepreneurs: Defining survival and success, Entrepreneurship as a style of management, The entrepreneurial venture and the entrepreneurial organization Module II: Setting New Venture Making business Plan, Cost Benefit Analysis, Feasibility Analysis, Report Writing for business Module II: Choosing a direction, opportunity recognition and entry strategies New product, Franchising, Sponsorship and Acquisition, The strategic window of opportunity: scanning, positioning and analyzing, Intellectual Property creation and protection. Module III: Gaining commitment Gathering the resources, the business plan as an entrepreneurial tool, Financial Projections and planning, Debt, venture capital and other forms of financing, Sources of external support, Developing entrepreneurial marketing: Competencies, networks and frameworks Module IV: Closing the window: sustaining competitiveness Maintaining competitive advantage, The changing role of the entrepreneur: mid career dilemmas, Harvesting Strategies versus Go for Growth.

Examination Scheme:
Component codes Weightage (%) P1 10 C1 10 CT1 20 EE1 60

Text & References:

Text: Lynne Milgram - Managing Smart, Prentice Hall. References: Allen, Foster Entrepreneurship for Dummies, IDG Books Worldwide. Burton and Bragg Accounting and Finance for your Small Business, John Wiley and Sons, New York Cook Michelle & Cook Curtis - Competitive Intelligence, Kogan Page. Peter Krass Book on Entrepreneurs Wisdom, John Wiley. West Chris - Competitive Intelligence, Polgrave Publications.