BA9153 SERVICES MARKETING LT P C

3003

UNIT – I INTRODUCTION 9

Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of
Services – Unique characteristics of services - Challenges and issues in Services Marketing.

UNIT – II SERVICE MARKETING OPPORTUNITIES 9

Assessing service market potential - Classification of services – Expanded marketing mix –

Service marketing – Environment and trends – Service market segmentation, targeting and
positioning.

UNIT – III SERVICE DESIGN AND DEVELOPMENT 9

Service Life Cycle – New service development – Service Blue Printing – GAP’s model of
service quality – Measuring service quality – SERVQUAL – Service Quality function
development.

UNIT – IV SERVICE DELIVERY AND PROMOTION 9

Positioning of services – Designing service delivery System, Service Channel – Pricing of

services, methods – Service marketing triangle - Integrated Service marketing communication.

UNIT – V SERVICE STRATEGIES 9

Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics -

Educational – Entertainment & public utility Information technique Services – case studies

Total: 45

TEXT BOOKS

1. Chiristropher H.Lovelock and Jochen Wirtz, Services Marketing, Pearson Education,

New Delhi, 2004.

2. Hoffman, Marketing of Services, Cengage Learning, 1st Edition, 2008.

REFERENCES

1. K. Douglas Hoffman et al, Essentials of Service Marketing : Concepts, Strategies and

Cases, Thomson Learning, 2nd Edition.
2. Kenneth E Clow, et al, Services Marketing Operation Management and Strategy,
 Biztantra, 2nd Edition, New Delhi, 2004.

3. Halen Woodroffe, Services Marketing, McMillan, 2003.

4. Valarie Zeithaml et al, Services Marketing, 5th International Edition, 2007.

5. Christian Gronroos, Services Management and Marketing a CRM Approach, John Wiley,
2001.

BA9154 ADVERTISING AND SALES PROMOTION

LT P C
3003

UNIT – I INTRODUCTION TO ADVERTISEMENT 9

Concept and definition of advertisement – Social, Economic and Legal Implications of

advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration
– Advertisement campaigns – case studies.

UNIT – II ADVERTISEMENT MEDIA 9

Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling.

UNIT – III DESIGN AND EXECUTION OF ADVERTISEMENTS 9

Message development – Different types of advertisements – Layout – Design appeal – Copy
structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media
Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case
studies.

UNIT – IV INTRODUCTION TO SALES PROMOTION 9

scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented.

UNIT – V SALES PROMOTION CAMPAIGN 9

Sales promotion – Requirement identification – Designing of sales promotion campaign –

Involvement of salesmen and dealers – Out sourcing sales promotion national and international
 promotion strategies – Integrated promotion – Coordination within the various promotion
techniques – Online sales promotions- case studies.

Total: 45
TEXT BOOKS

1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education 7th
Edition, 2007.

2. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing

communication, Prentice Hall of India, New Delhi, 2003.

REFERENCES

1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New
Delhi, 2001.
2. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill,
Singapore, 1998.
3. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
4. E.Betch and Michael, Advertising and Promotion, McGraw Hill, 2003.
5. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.

BA9155 CONSUMER BEHAVIOR LT P C

3003

UNIT – I INTRODUCTION 9

Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of

Consumer Behaviour in marketing decisions.

UNIT – II CONSUMER BEHAVIOR MODELS 9

Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat,
Webstar and wind Consumer Behaviour Models – Implications of the models on marketing
decisions.

UNIT – III INTERNAL INFLUENCES 9

Psychological Influences on consumer behavior – motivation – perception – personality
Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.

UNIT – IV EXTERNAL INFLUENCES 9

Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences

on Consumer behavior

UNIT – V PURCHASE DECISION PROCESS 9

High and low involvement - Pre-purchase and post-purchase behavior – Online purchase
decision process – Diffusion of Innovation – Managing Dissonance - Emerging Issues – case
studies.

Total: 45

TEXT BOOKS

1. Jay D. Lindquist and Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztranza
2008.

2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.

REFERENCES

1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education,
India, 2002.

2. David L. Louden and Albert J Della Bitta, Consumer Behavior, McGraw Hill, New Delhi
2002.

3. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.

4. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.

5. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd.,
2003.
BA9156 CUSTOMER RELATIONSHIPS MANAGEMENT LT P C
3003

UNIT – I INTRODUCTION 9

Definitions - Concepts and Context of relationship Management – Evolution - Transactional Vs

Relationship Approach – CRM as a strategic marketing tool – CRM significance to the
stakeholders.

UNIT – II UNDERSTANDING CUSTOMERS 9

Customer information Database – Customer Profile Analysis - Customer perception,

Expectations analysis – Customer behavior in relationship perspectives; individual and group
customer’s - Customer life time value – Selection of Profitable customer segments.

UNIT – III CRM STRUCTURES 9

Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and
Prevention of defection – Models of CRM – CRM road map for business applications.

UNIT – IV CRM PLANNING AND IMPLEMENTATION 9

Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM –
Operational CRM – Call center management – Role of CRM Managers.

UNIT – V TRENDS IN CRM 9

e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM
software packages.

Total: 45

TEXT BOOKS

1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic

Prespective, Macmillan 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and applications,
Biztantra, 2008

REFERENCES
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2005.
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4. Kumar, Customer Relationship Management - A Database Approach, Wiley India,
2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools, Elsevier,
2004.
 HUMAN RESOURCE ELECTIVES

BA9168 MANAGERIAL BEHAVIOR AND EFFECTIVENESS LT P C

3003

UNIT – I DEFINING THE MANAGERIAL JOB 8

Descriptive Dimensions of Managerial Jobs – Methods – Model – Time Dimensions in

Managerial Jobs – Effective and Ineffective Job behaviour – Functional and level differences in
Managerial Job behaviour.

UNIT – II DESIGNING THE MANAGERIAL JOB 12

Identifying Managerial Talent – Selection and Recruitment – Managerial Skills Development –

Pay and Rewards – Managerial Motivation – Effective Management Criteria – Performance
Appraisal Measures – Balanced Scorecard - Feedback – Career Management – Current Practices.

UNIT – III THE CONCEPT OF MANAGERIAL EFFECTIVENESS 7

Definition – The person, process, product approaches – Bridging the Gap – Measuring
Managerial Effectiveness – Current Industrial and Government practices in the Management of
Managerial Effectiveness- the Effective Manager as an Optimizer.

UNIT – IV ENVIRONMENTAL ISSUES IN MANAGERIAL EFFECTIVENESS 8

Organisational Processes – Organisational Climate – Leader – Group Influences – Job Challenge

– Competition – Managerial Styles.

UNIT – V DEVELOPING THE WINNING EDGE 10

Organisational and Managerial Efforts – Self Development – Negotiation Skills – Development

of the Competitive Spirit – Knowledge Management – Fostering Creativity and innovation .

Total: 45

REFERENCES

1. Peter Drucker, Management, Harper Row, 2005.

2. Milkovich and Newman, Compensation, McGraw-Hill International, 2005.
3. Blanchard and Thacker, Effective Training Systems, Strategies and Practices
Pearson 2006.
4. Dubrin, Leadership, Research Findings, Practices & Skills, Biztantra, 2008.
5. Joe Tidd , John Bessant, Keith Pavitt , Managing Innovation ,Wiley 3rd edition,2006.
6. T.V.Rao,Appraising and Developing Managerial Performance, Excel Books,2000.

7. R.M.Omkar, Personality Development and Career Management, S.Chand

1stedition,2008.

8. Richard L.Daft, Leadership, Cengage, 1 st Indian Reprint 2008.

BA9171 INDUSTRIAL RELATIONS AND LABOUR WELFARE

LT P C
3003

UNIT – I INDUSTRIAL RELATIONS 7

Concepts – Importance – Industrial Relations problems in the Public Sector – Growth of Trade
Unions – Codes of conduct.

UNIT – II INDUSTRIAL CONFLICTS 12

Disputes – Impact – Causes – Strikes – Prevention – Industrial Peace – Government Machinery –

Conciliation – Arbitration – Adjudication.

UNIT – III LABOUR WELFARE 8

Concept – Objectives – Scope – Need – Voluntary Welfare Measures – Statutory Welfare

Measures – Labour – Welfare Funds – Education and Training Schemes.

UNIT – IV INDUSTRIAL SAFETY 9

Causes of Accidents – Prevention – Safety Provisions – Industrial Health and Hygiene –

Importance – Problems – Occupational Hazards – Diseases – Psychological problems –
Counseling – Statutory Provisions.

UNIT – V WELFARE OF SPECIAL CATEGORIES OF LABOUR 9

Child Labour – Female Labour – Contract Labour – Construction Labour – Agricultural Labour
– Differently abled Labour –BPO & KPO Labour - Social Assistance – Social Security –
Implications.
 Total: 45

TEXT BOOKS

1. Mamoria C.B. and Sathish Mamoria, Dynamics of Industrial Relations, Himalaya

Publishing House, New Delhi, 2007.

REFERENCES

1. C.S.Venkata Ratnam, Globalisation and Labour Management Relations, Response

Books, 2007.
2. Ratna Sen, Industrial Relations in India, Shifting Paradigms, Macmillan India Ltd.,
New Delhi, 2007.
3. Srivastava, Industrial Relations and Labour laws, Vikas, 2007.
4. Sarma A. M, Welfare of Unorganized Labour, Himalaya Publishing House, 1st
Edition, 2008.
5. Subba Rao , Essentials of Human Resource Management & Industrial relations
( Text & Cases ), Himalaya Publications, 2007.

BA9173 STRATEGIC HUMAN RESOURCE MANAGEMENT AND

DEVELOPMENT
LT P C
3003

UNIT – I HUMAN RESOURCE DEVELOPMENT 10

Meaning – Strategic framework for HRM and HRD – Vision, Mission and Values – Importance
– Challenges to Organisations – HRD Functions - Roles of HRD Professionals - HRD Needs
Assessment - HRD practices – Measures of HRD performance – Links to HR, Strategy and
Business Goals – HRD Program Implementation and Evaluation – Recent trends – Strategic
Capability , Bench Marking and HRD Audit.

UNIT – II E-HRM 6
 e- Employee profile– e- selection and recruitment - Virtual learning and Orientation – e -
training and development – e- Performance management and Compensation design –
Development and Implementation of HRIS – Designing HR portals – Issues in employee privacy
– Employee surveys online.

UNIT – III CROSS CULTURAL HRM 7

Domestic Vs International HRM - Cultural Dynamics - Culture Assessment - Cross Cultural

Education and Training Programs – Leadership and Strategic HR Issues in International
Assignments - Current challenges in Outsourcing, Cross border M and A- Repatriation etc -
Building Multicultural Organisation - International Compensation.

UNIT – IV CAREER & COMPETENCY DEVELOPMENT 10

Career Concepts – Roles – Career stages – Career planning and Process – Career development
Models– Career Motivation and Enrichment –Managing Career plateaus- Designing Effective
Career Development Systems – Competencies and Career Management – Competency Mapping
Models – Equity and Competency based Compensation.

UNIT – V EMPLOYEE COACHING & COUNSELING 12

Need for Coaching – Role of HR in coaching – Coaching and Performance – Skills for Effective
Coaching – Coaching Effectiveness– Need for Counseling – Role of HR in Counseling -
Components of Counseling Programs – Counseling Effectiveness – Employee Health and
Welfare Programs – Work Stress – Sources - Consequences – Stress Management Techniques.-
Eastern and Western Practices - Self Management and Emotional Intelligence.

Total: 45
TEXT BOOKS

1. Randy L. Desimone, Jon M. Werner – David M. Mathis, Human Resource

Development, Cengage Learning, 2007.
2. Jeffrey A Mello, Strategic Human Resource Management, Cengage Learning,
Southwestern 2007.

REFERENCES

1. Bernadin, Human Resource Management, Tata McGraw Hill, 2006.

2. Robert L. Mathis and John H. Jackson, Human Resource Management, Cengage
Learning, 2007.
3. Rosemary Harrison, Employee Development – University Press, India Ltd, New Delhi,
2007.
4. Tony Edwards and Chris Rees, International Human Resource Management , Pearson,
2007.
5. Chris Brewstes, Paul Sparrow, Guy Vernon, International Human Resource
Management , University Press 1st Edition 2008.
 BA9109 INTERNATIONAL BUSINESS MANAGEMENT
LT P C
3003

UNIT – I INTRODUCTION 6

International Business –Definition – Internationalizing business-Advantages –factors causing

globalization of business- international business environment – country attractiveness –Political,
economic and cultural environment – Protection Vs liberalization of global business
environment.

UNIT – II INTERNATIONAL TRADE AND INVESTMENT 11

Promotion of global business – the role of GATT/WTO – multilateral trade negotiation and
agreements – VIII & IX, round discussions and agreements – Challenges for global business –
global trade and investment – theories of international trade and theories of international
investment – Need for global competitiveness – Regional trade block – Types – Advantages and
disadvantages – RTBs across the globe – brief history.

UNIT – III INTERNATIONAL STRATEGIC MANAGEMENT 11

Strategic compulsions-Standardization Vs Differentiation – Strategic options – Global portfolio

management- global entry strategy – different forms of international business – advantages-
organizational issues of international business – organizational structures – controlling of
international business – approaches to control – performance of global business- performance
evaluation system.

UNIT – IV PRODUCTION, MARKETING, FINANCIAL AND HUMAN RESOURCE

MANAGEMENT OF GLOBAL BUSINESS 11

Global production –Location –scale of operations- cost of production – Make or Buy decisions –
global supply chain issues – Quality considerations- Globalization of markets, marketing strategy
– Challenges in product development , pricing, production and channel management- Investment
decisions – economic- Political risk – sources of fund- exchange –rate risk and management –
strategic orientation – selection of expatriare managers- Training and development –
compensation.
UNIT – V CONFLICT MANAGEMENT AND ETHICS IN INTERNATIONAL
BUSINESS

MANAGEMENT 6

Disadvantages of international business – Conflict in international business- Sources and types of

conflict – Conflict resolutions – Negotiation – the role of international agencies –Ethical issues
in international business – Ethical decision-making.

Total: 45

TEXT BOOKS

1. Charles W.I. Hill and Arun Kumar Jain, International Business, 6th edition,

Tata Mc Graw Hill, 2009.

2. John D. Daniels and Lee H. Radebaugh, International Business, Pearson

Education Asia, New Delhi, 2000.

3. K. Aswathappa, International Business, Tata Mc Graw Hill, 2008.

4. Michael R. Czinkota, Ilkka A. Ronkainen and Michael H. Moffet, International

Business, Thomson, Bangalore, 2005.

5. Aravind V. Phatak, Rabi S. Bhagat and Roger J. Kashlak, International Management,

Tata Mc Graw Hill, 2006.

6. Oded Shenkar and Yaong Luo, International Business, John Wiley Inc, Noida, 2004.
BA9110 STRATEGIC MANAGEMENT LT P C
3003

UNIT- I STRATEGY AND PROCESS 9

Conceptual framework for strategic management, the Concept of Strategy and the Strategy
Formation Process – Stakeholders in business – Vision, Mission and Purpose – Business
definition, Objectives and Goals - Corporate Governance and Social responsibility-case study.

UNIT – II COMPETITIVE ADVANTAGE 9

External Environment - Porter’s Five Forces Model-Strategic Groups Competitive Changes

during Industry Evolution-Globalisation and Industry Structure - National Context and
Competitive advantage Resources- Capabilities and competencies–core competencies-Low cost
and differentiation Generic Building Blocks of Competitive Advantage- Distinctive
Competencies-Resources and Capabilities durability of competitive Advantage- Avoiding
failures and sustaining competitive advantage-Case study.

UNIT - III STRATEGIES 10

The generic strategic alternatives – Stability, Expansion, Retrenchment and Combination

strategies - Business level strategy- Strategy in the Global Environment-Corporate Strategy-
Vertical Integration-Diversification and Strategic Alliances- Building and Restructuring the
corporation- Strategic analysis and choice - Environmental Threat and Opportunity Profile
(ETOP) - Organizational Capability Profile - Strategic Advantage Profile - Corporate Portfolio
Analysis - SWOT Analysis - GAP Analysis - Mc Kinsey's 7s Framework - GE 9 Cell Model -
Distinctive competitiveness - Selection of matrix - Balance Score Card-case study.

UNIT – IV STRATEGY IMPLEMENTATION & EVALUATION 9

The implementation process, Resource allocation, Designing organisational structure-Designing

Strategic Control Systems- Matching structure and control to strategy-Implementing Strategic
change-Politics-Power and Conflict-Techniques of strategic evaluation & control-case study.

UNIT – V OTHER STRATEGIC ISSUES 8

Managing Technology and Innovation- Strategic issues for Non Profit organisations. New
Business Models and strategies for Internet Economy-case study

Total: 45

TEXT BOOKS

Thomas L. Wheelen, J.David Hunger and Krish Rangarajan, Strategic Management and
Business policy, Pearson Education., 2006
 Charles W.L.Hill & Gareth R.Jones, Strategic Management Theory, An Integrated approach,
Biztantra, Wiley India, 2007.
Azhar Kazmi, Strategic Management & Business Policy, Tata McGraw Hill, Third Edition,
2008.

REFERENCES

1. Fred.R.David, Strategic Management and cases, PHI Learning, 2008.

2. Upendra Hachru , Strategic Management concepts & cases , Excel Books, 2006.
3. Adriau HAberberg and Alison Rieple, Dtrategic Management Theory & Application,
Oxford University Press, 2008.
4. Arnoldo C.Hax and Nicholas S. Majluf, The Strategy Concept and Process – A Pragmatic
Approach, Pearson Education, Second Edition, 2005.
5. Harvard Business Review, Business Policy – part I & II, Harvard Business School.
6. Saloner and Shepard, Podolny, Strategic Management, John Wiley, 2001.
7. Lawerence G. Hrebiniak, Making strategy work, Pearson, 2005.
8. Gupta, Gollakota and Srinivasan, Business Policy and Strategic Management – Concepts
and Application, Prentice Hall of India, 2005.
 BA9112 SEMINAR III – EMERGING TRENDS IN MANAGEMENT LT P C

0021

Note: Following is the list of topics suggested for preparation and presentation by
students.

1. Knowledge Systems and Management.

2. Holistic Marketing.
3. Financial Engineering.
4. Integrated Marketing communications.
5. International HR issues.
6. International logistics and Supply Chain Management.
7. Corporate Governance.
8. Economic and Business Intelligence.
9. Cyber Laws.
10. Intellectual property Rights and global business.

Total: 30