Gujarat Technological University

Syllabus for New MBA Program effective from Academic Year 2011-12
MBA I
Semester II
Sub Name: - Cost & Management Accounting (CMA)
Sub Code: - 2820001
1. Course Objective: The course intends to equip students with the ability to apply cost
concepts in managerial decision making. At the end of the course, they are expected to have learnt
the methodology and techniques for application of cost and managerial accounting and information
in the formation of policies and in the planning and control of the operations of the organization.
The course covers the nature of managerial accounting, activity costing, marginal costing, standard
costing etc.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each i.e. 45 hours.

3. Course Contents:

No. Marks (70

Module
Module Content of External
No:
Session exam)
Cost Concepts and Costing Methods: s
Overview of Cost Management Accounting, Various
I cost concepts, Direct expenses & Overheads, Unit Costing, 7 17
tools and techniques, Job and Batch Costing, Activity Based
Costing.

Costing Methods: Operating Costing, Process Costing and

II 7 17
Joint Costing and By-product costing

Management Applications: Marginal (variable) Costing and

III CVP Analysis, Decisions Involving Short-run Alternative 7 18
choices, Pricing Decisions.

IV Planning, Control and Decision Making:

Budgeting & Budgetary Control Systems, Standard Costing 7 18
and Variance Analysis, Cost Accounting Standards
Practical Module:
Students should select a listed/unlisted company and Perform (20 Marks
V cost analysis of that company, prepare a report and give the 8 of CEC Internal
presentation in the class. Live cases cost accounting reports Evaluation)
attached to annual reports should be analyzed.
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4. Teaching Method: The course will use the following pedagogical tools:
a) Case discussions. (Appropriate cases may be used to teach all above modules)
b) Discussion on issues and techniques
c) Projects/Assignments/Quiz/Class Participation, etc.

5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)
Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)
Weightage 70 marks
C End –Semester Examination
(External Assessment)

6. Basic Text Books:

Sr. Name of the

Author Publisher Edition
No. Book
Cost Management
T1 Ravi kishore Taxmann Latest Edition
Accounting
Management Oxford University
T2 Paresh Shah Latest Edition
Accounting Press
V Rajshekharn &
T3 Cost Accounting Pearson Latest Edition
Lalitha
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.

7. Reference Books:

Sr.
Author Name of the Book Publisher Edition
No.
Cost Management : Strategies
R1 Hilton, Maher and TMH Latest Edition
for Business
R2 Khan and Jain Management Accounting TMH Latest Edition

Hansen & Cost and Management Thomson

R3 Latest Edition
Mowen Accounting and Control Publishers
Bamber, Braun, Person
R4 Managerial Accountancy Latest Edition
Harrison Education
A Textbook on Cost and
Vikas
R5 M. N. Arora Management Latest Edition
Publication
Accounting

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 R6 J. Madegowda Management Accounting Himalaya Latest Edition
Charles T
R7 Horngren, S M Datar Cost Accounting Pearson Latest Edition
and Others
S K Bhattacharya
R8 and John Costing for Management Vikas Latest Edition
Dearden

R9 P C Tulsiyani Cost Accounting S Chand Latest Edition

8. List of Journals/Periodicals/Magazines/Newspapers, etc.:

Indian Journal of Accounting, Cost and Accounts Journal

9. Session Plan:

Session Nos. Topic

1 Overview of Cost Management Accounting
2 Various cost concepts, Direct expenses & Overheads
3-4 Unit Costing, tools and techniques
5-7 Job and Batch Costing and Activity Based Costing
8-9 Operating Costing
10-12 Process Costing
13-14 Joint and By-product Costing
15-17 Marginal(variable) Costing and CVP Analysis, Pricing Decisions
18-21 Decisions Involving Short Run Alternative choices, Pricing Decisions
22-24 Budgeting & Budgetary Control Systems
25-28 Standard Costing and Variance Analysis
Practical Module:
Students should select a listed/unlisted company and Perform cost analysis of
29-36
that company, prepare a report and give the presentation in the class. Live
cases cost accounting reports attached to annual reports should be analyzed.

3
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 MBA I
Semester II
Sub Name: - Management Information System (MIS)
Sub Code: - 2820002
1. Course Objective: The objective of the course is to
• Understand the role of the information systems (IS) function in an organization,
• Develop an insight as to how information systems influence business strategy and
• Develop the ability to contribute meaningfully towards information system selection.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each, i.e. 45 hours.

3. Course Contents:

Marks (70
Module Module No. of
External
No: Content Sessions
exam)
Organization and Information Systems, Changing
Environment and its impact on Business - The IT/IS and its
influence - The Organization: Structure, Managers and
I activities - Data, information and its attributes - The level of 7 17
people and their information needs - Types of Decisions
and information - Information System, categorization of
information on the basis of nature and characteristics.
Kinds of Information Systems: Transaction Processing System
(TPS) – Office Automation System (OAS) – Management
II Information System (MIS) – Decision Support System (DSS) 7 17
and Group Decision Support System (GDSS) – Expert System
(ES) – Executive Support System (ESS)
Telecommunication and Networks: Communication,
Media, Modems & Channels - LAN, MAN & WAN - Network
III 7 18
Topologies, Internet, Intranet and Extranet. Wireless
technologies like Wi-Fi, Bluetooth.
Enterprise System: Enterprise Resources Planning (ERP)-
Features, selection criteria, merits, issues and challenges in
Implementation.

Security and Ethical Challenges: Ethical responsibilities of

IV 7 18
Business Professionals – Business, technology. Computer
crime – Hacking, cyber theft, unauthorized use at work. Piracy
– software and intellectual property. Privacy – Issues and the
Internet Privacy. Challenges – working condition, individuals.
Health and Social Issues, Ergonomics and cyber terrorism

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 Practical Module:
Obtain a bird’s eye view of contemporary technologies and
infrastructure required to implement an IS. IT infrastructure
(20 Marks
V and platforms, managing data, networks and the internet, 8
of CEC Internal
wireless networks. Understanding Information systems for
Evaluation)
Accounting, Finance, Production and manufacturing,
Marketing and HRM functions in any organization.

4. Teaching Methods:
The course will use the following pedagogical tools:
(a) Discussion on concepts and issues on Management Information Systems. (b) Case discussion
covering a cross section of Information systems.
(c) Projects/ Assignments/ Quizzes/ Class participation etc

5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)
Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)
Weightage 70 marks
C End –Semester Examination (External Assessment)

6. Basic Text Books:

Sr. No. Author Name of the Book Publisher Edition

Management
Information Systems –
Tata McGraw
Managing Information Latest Edition
T1 O’Brien J. Hill
Technology in the
Business Enterprise
Management
Laudon, Kenneth C. Pearson
T2 Information Systems: Latest Edition
and Laudon, Jane P Education
Managing the Digital Firm

Stephen Haag, Maeve Management Information

Tata McGraw
T3 Cummings, Amy Systems: For the Latest Edition
Hill
Philips information age
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.
5
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7. Reference Books:

Sr. No. Author Name of the Book Publisher Edition

Management Tata McGraw
R1 Jawadekar, W. S Latest Edition
Information Systems Hill
McLeod,
Management Pearson
R2 Raymond and 10th edition
Information Systems Education
Schell, George P

8. List of Journals/Periodicals/Magazines/Newspapers, etc.

Computer Express, Digichip, PC World, Computer Shopper, Dataquest etc.

9. Session Plan:

Session
Nos. Topic
Organization and Information Systems, Changing Environment and its impact on
1-3 Business - The IT/IS and its influence - The Organization: Structure, Managers and
activities - Data, information and its attributes
The level of people and their information needs. Types of Decisions and information -
4-6 Information System, categorization of information on the basis of nature and
characteristics
Transaction Processing System (TPS) - Office Automation System (OAS) -
7-8
Management Information System (MIS) -
Decision Support System (DSS) and Group Decision Support System (GDSS) - Expert
9-11
System (ES) - Executive Support System (EIS or ESS),
11-12 Communication, Media, Modems & Channels - LAN, MAN & WAN
Network Topologies, Internet, Intranet and Extranet. Wireless technologies like Wi-
13-15
Fi, Bluetooth

16-18 Enterprise Resources Planning (ERP)-Features, selection criteria, merits, issues and
challenges in Implementation
19-20 Ethical responsibilities of Business Professionals – Business, technology.
21 Computer crime – Hacking, cyber theft, unauthorized use at work.
22-24 Piracy – software and intellectual property.
25 Privacy – Issues and the Internet Privacy.
Challenges – working condition, individuals. Health and Social Issues, Ergonomics and
26-28
cyber terrorism
Practical Module : Telecommunications and Networks, Internet and New IT
28-36
Infrastructure, Managing Hardware and Software Assets

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GTU/ Syllabus- MBA II/
 MBA I
Semester II
Sub Name: - Financial Management (FM)
Sub Code: - 2820003

1. Course Objective: The objective of this course is to equip the students with conceptual
understanding of finance and its practical application. It is expected that the students possess a
sound base in accounting principles and practices including financial analysis. Therefore, it would
begin with the framework of financial management linking various functional subjects.
Important decisions that come under corporate finance, namely, setting up of projects
covering investment in fixed and current assets, raising funds and allocation of profits are
taken within the framework of risk and return. Students are expected to learn these decision
making skills with the help of few cases. The course also intends to make students gain the
mechanical part of various decisions with the help of selected numerical problems available in
various suggested text books.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each i.e. 45 hours.

3. Course Contents:

Marks (70
Module No. of
Module Content External
No: Sessions
exam)
Understanding the Meaning of Financial
Management, Financial System, Time value of Money, Basics of
5
Risks and Returns, Concepts of time value, Compounding and 10
Discounting, Annuities, Valuation of Bonds and Shares.
I
Understanding Working Capital Management as a Decision to
Create Value for Business: Principles of Working Capital
4
Management, Various Approaches, Estimation of Working Capital, 10
Management of Components of Working Capital; Cash, receivables,
inventory and sources of working capital finance
Managements of Understanding Investment Decision and Various
Steps Involved: Nature of Investment Decision, Techniques of
II Investment Decisions; Discounted and Non Discounted 5 15
Techniques, Estimation of Discount Rate (Cost of Capital), Basics of
Risk and Return
Understanding Financing Decisions and Various Sources of
Finance:
Meaning of Leverage, Theory of Capital Structure, Relevance and
III Irrelevance of Capital Structure, Arbitraging, Sources of Long 8 20
Term and Short Term Finance; Shares, Debentures and
Term loans, leasing and hire purchase and venture capital

7
GTU/ Syllabus- MBA II/
 Understanding Dividend Decisions, Theory, and Practices;
Contemporary Issues and Projects by Students:
Various Models of Relevance and Irrelevance Approaches
IV 6 15
Towards Dividend theory.

(20 Marks
Practical Module:
of CEC
V Select a company and perform financial 8
Internal
analysis, prepare a report and make presentation in the class
Evaluation)

4. Teaching Method: The course will use the following pedagogical tools:
(a) Selected Cases Covering Major Financial Management Decisions.
(b) Solving of selected numerical
(c) Projects/Assignments/Quiz/Class Participation, etc.

5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)

Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)

Weightage 70 marks
C End –Semester Examination (External Assessment)

6. Basic Text Books:

Sr. Name of the

Author Publisher Edition
No. Book
Financial
Chandra,
T1 Management, theory Tata McGraw Hill Latest Edition
Prasanna
and Practice
Financial
T2 I M Pandey Vikas Publication Latest Edition
Management
Srivastava and Financial Oxford University
T3 Latest Edition
Misra Management Press

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GTU/ Syllabus- MBA II/
7. Reference Books:

Sr.
Author Name of the Book Publisher Edition
No.
Financial
R1 P C Tulasiyani S. Chand Latest Edition
Management
Financial
R2 R P Rastogi Taxmann Latest Edition
Management
Sotuh-Western
Fundamentals of
Briham & Thomson Business
R3 Financial Latest Edition
Houston Information India (P)
Management
Ltd.
Brealey & Principles of
R4 Tata McGraw Hill Latest Edition
Myers Corporate Finance
Financial Management
R5 Reddy, Sudarshan – Principles and Himalaya Publication Latest Edition
Practice

R6 Damodaran Corporate Finance Wiley

Financial
R7 Chandra Bose PHI Latest Edition
Management
Financial
R8 P. V. Kulakarni Himalaya Latest Edition
Management
Vyuptakesh Foundations of
R9 Pearson Latest Edition
Sharan Financial Management

Financial
R10 Ravi Kishore Management – Taxmann Latest Edition
Problems and Solutions

Rajiv Srivastava
R11 Financial Management Oxford Latest Edition
and Anil Misra

R12 W R Laser Financial Management Cengage Publication Latest Edition

8. List of Journals/Periodicals/Magazines/Newspapers, etc. : Chartered Financial Analyst, Journal

of Financial Management, Economic Times, Business Standard, Financial Express, etc.

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GTU/ Syllabus- MBA II/
9. Session Plan:

Session
Nos. Topic
Concepts of Time Value, Compounding and Discounting, annuities Sinking and
1-2 Capital Recovery Factors
Expected: Discussing and Solving Numerical Examples
Valuation of Bonds and Shares
3
Expected: Discussing and Solving Numerical Examples
4 Principles of Working Capital Management and Formulating Working Capital
5 Estimation of Working Capital Requirements and Operating Cycles
Components of Working Capital; Cash Management and Tools of Managing Cash
6
Case: Bright Paints Ltd., pp 656 of IMP
Components of Working Capital; Receivables Management Case: Relax Pharmaceuticals
7
Ltd. Pp 623 of IMP Components of Working Capital; Inventory Management
Sources of Working Capital Finance; Regulation of Bank Finance, Committees,
Maximum
8-9
Permissible Bank Finance
Case: Reliable Texamill Limited, pp 597 of IMP
Investment Decisions; Introduction and Techniques of Investment Selection, DCF
10-11 and non DCF methods
Expected: Discussing and Solving Numerical Examples
Cost of Capital
12-13
Reading: Chapter 9 of IMP
Estimation of Cash Flows
14 Case: Hind Petrochemicals Company, pp 227 of IMP Expected: Discussing and Solving
Numerical Examples
Concepts of Leverage, Operating and Financial Leverages, Risk Return Analysis
15-16 Expected: Discussing and Solving Numerical Examples
Case: Central Equipment Company, pp 310-312 of IMP
Capital Structure Theories Relevance and Irrelevance of Capital Structure, and
17-19 Arbitraging
Expected: Discussing and Solving Numerical Examples
Sources of Long term and Short term Finance; Shares, Debentures and Term
20-22
Loans, Leasing and Hire Purchase and Venture Capital
Dividend Theory; Various Models of Relevance and Irrelevance Approaches
23-25
Towards Dividend Theory.
Formulation of Dividend Policy and Practice, Methods of Payments and Other
26-28
Considerations
Practical Module:
Students’ Assigned Projects’ , Presentations and Discussion, Topics are to be Related to
29-36
Studies on major Decisions made by the companies such as Acquisition, Take-Over,
Dividend Practices and Working Capital Management, etc.

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 MBA I
Semester II
Sub Name: - Human Resources Management (HRM)
Sub Code: - 2820004
1. Course Objective: The objective of the course is to acquaint the students with Human
Resources Management and to develop in them the ability to acquaint them in the
corporate world. The main purpose is to assist the students in developing skills – soft and hard,
and decision making in the organizations.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each i.e. 45 hours.

3. Course content:

Marks (70
Module Module No. of
External
No: Content Sessions
exam)

Introduction to Human Resource Management , Job

Analysis , HR Planning and Recruiting, Employees Testing
I 7 17
and Selection, Interviewing Candidates , Training and
development
Performance Management and Appraisal, Establishing
II Strategic Pay Plans, Pay for Performance and Financial 7 17
incentives.
Industrial Relations – Definitions and Main Aspects,
Trade Union Legislations, Methods of settling Industrial
III 7 18
Disputes, Collective Bargaining, Legislations Concerning
Settlement of Industrial Disputes, Factories Act.
Labor Management Cooperation/Workers’ Participation
in Management , Payment of Wage Legislation, Minimum
IV Wage Legislation, The Strategic Role of Human Resources 7 18
Management, Managing Global Human resources,
International Labor Organization
(20 Marks
Practical Module:
of CEC
V Applications of Module I to IV – Live Cases / Case Studies, 8
Internal
Role Play, Team-based Games etc.
Evaluation)

4 Teaching Method: The course will use the following pedagogical tools:

(a) Case discussions covering a cross section of decision situations.

(b) Discussion on issues and techniques
(c) Projects/Assignments/Quiz/Class Participation, etc.
11
GTU/ Syllabus- MBA II/
5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)
Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)
Weightage 70 marks
C End –Semester Examination (External Assessment)

6. Basic Text Books:

Sr.
Author Name of the Book Publisher Edition
No.

Human Pearson
T1 Pravin Durai Latest edition
Resource Management Publication

Gargy Dessler and Human Resources

T2 Pearson Latest Edition
Biju Varkkery Management
Essential of Human
T3 P. Subba Rao Resource Management Himalaya Latest Edition
and Industrial Relatives.

7. Reference Books:

Sr.
Author Name of the Book Publisher Edition
No.
Industrial
Sinha, Sinha and Pearson
R1 Relations,Trade unions Latest Edition
Shekhar Education
and Labour Legislations
Human Resource
R2 V. S. P. Rao Management– Text Excel Books Latest Edition
and Cases
P. Jyothi and D. Human Resource Oxford University
R3 Latest Edition
N.Venkatesh Management Press
C.B.MAMORIA & S . Human Resource Himalaya
R4 Latest Edition
V Gankar Management Publishing House
Human Resource
R5 K. Aswasthapa Tata Mc Graw Hill Latest Edition
Management

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8. List of Journals/Periodicals/Magazines/Newspapers, etc.

List of Journals/Periodicals/ Magazines/ Newspapers etc.: Human Capital, Indian Journal of

Industrial Relations, HRM Review, Indian Journal of Training and Development.

9. Session Plan:

Session
Topic
Nos.
1 Introduction to Human Resource Management
2 Job Analysis
3-4 HR Planning and Recruiting
5-6 Employees Testing and Selection, Interviewing Candidates,
7 Training and development
8-9 Performance Management and Appraisal, Establishing Strategic Pay
Plans
10-11 Pay for Performance and Financial incentives
12-14 Industrial Relations – Definitions and Main Aspects
15 Trade Union Legislations
16 Methods of settling Industrial Disputes
17 Collective Bargaining
18-19 Legislations Concerning Settlement of Industrial Disputes
20-21 Factories Act
22 Labor Management Cooperation/Workers’ Participation in Management
23 Payment of Wage Legislation
24 Minimum Wage Legislation
25-26 The Strategic Role of Human Resources Management
27 Managing Global Human resources
28 International Labor Organization
29-36 Practical Module:
Applications of Module I to IV – Live Cases / Case Studies, Role Play, Team-based
Games etc.

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 MBA I
Semester II
Sub Name: - Marketing Management (MM)
Sub Code: - 2820005

1. Course Objective: The objective of the course is to familiarize the students with the
marketing concepts and practices and develop their analytical skills, conceptual abilities and
substantive knowledge in the aforesaid field along with the practical exposure. It seeks to achieve
the objective by helping the participants to undergo meaningful exercises in decision making in a
variety of real life situations. This course is intended to be a foundation course for those who plan
to do further work in marketing in the second year. It is also designed to serve as a terminal
course for those not intending to specialize in marketing.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each i.e. 45 hours.
3. Course Contents:

No. Marks
Module
Module Content of (70)
No:
Sessio External
Understanding Marketing management and Marketing
Environment: nature and scope of marketing management;
company orientation towards the market place; value chain and
I 7 17
value delivery process; corporate strategic planning; business unit
strategic planning; gathering market information (MKiS) and
scanning the environment.
Understanding consumer behavior & identifying market segments
& dealing with competition , branding: creating customer value &
satisfaction; factors influencing consumer behavior and buying
II 7 17
process ; organizational buying ; segmenting , targeting ,
positioning ;dealing with competition; crafting the brand
positioning; creating brand equity; branding decisions.
Dealing with product – life cycle , new product development,
classification , service as a product , pricing product ,global
market: product life cycle ; new products – need , scope and
III importance &new product development process ,; product mix , 7 18
product line , product-brand relationship ; basics of services
marketing; pricing’ managing service quality; dealing with global
market
Distribution & integrated marketing communication : designing
and managing distribution channels ; multichannel marketing ;
direct marketing & e-commerce ; managing retailing ,
IV wholesaling, mass communication - advertising and sales 7 18
promotion; event and experience marketing; public Relations;
managing personal communications; direct and interactive
marketing; word of mouth and personal selling.
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GTU/ Syllabus- MBA II/
 Practical Exposure: Studying four P’s of various brands, Studying
distribution strategies of various sectors and companies, studying
segmentation, targeting and positioning strategies, creating a new
product and testing the same, Studying the product life cycle of
(20 Marks
various products/brands with strategies adopted at various levels,
V 8 of CEC Internal
identifying factors influencing buying decisions in consumer and
Evaluation)
business markets, studying the integrated marketing
communication of various brands viz-a-viz their competitors,
studying value chain and logistics of companies, studying global
marketing strategies for global brands, etc.

4. Teaching Method: The course will use the following pedagogical tools:
(a) Case discussions covering a cross section of decision situations.
(b) Discussion on issues and techniques
( c) Projects/Assignments/Quiz/Class Participation, etc.

5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)
Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)
Weightage 70 marks
C End –Semester Examination (External Assessment)

6. Basic Text Books:

Sr.
Author Name of the Book Publisher Edition
No.

“A South Asian
Perspective” by Marketing
T1 Pearson Education Latest edition
Kotler, Keller , Management
Koshy and Jha
Stanton ,Etzel, Fundamental of
T2 McGraw Hill Inc. Latest edition
Walker Marketing
Marketing Macmillan(India) First Indian Print
Ramaswami &
T3 Management : Indian Limited , 2004(or
Namakumari
context New Delhi. later)
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.

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GTU/ Syllabus- MBA II/
7. Reference Books:

Sr.
Author Name of the Book Publisher Edition
No.
Marketing
R1 Kotler & Keller Pearson Education Global edition (14e)
Management
R2 Tapan panda Marketing management Excel Books Latest edition
Marketing Tata- McGraw Hill
R3 Rajan Saxena Latest edition
Strategies Publishing Company ,
Marketing in the
R4 Panwar J.S. SAGE Latest edition
new Era
Khurana & Strategic Marketing Global Business Press
R5 Latest edition
Ravihandran Management , N. Delhi
Mazumdar Marketing Allied Publishers Ltd.
R6 Latest edition
Ramanuj Strategies New Delhi
Marketing
R7 Kaznil Excel Books Latest edition
management
Dhruv Grewal & Tata- McGraw Hill
R8 Marketing Latest edition
Michael Levy Publishing
V.S. Marketing
R9 Macmillian Latest edition
Ramaswamy & management
Marketing
R10 H.H.Kaznil Excel books Latest edition
Management -Text
Marketing
R11 Tapan K. Panda Excel Books Latest edition
Management -
Joel R. Evans , Marketing
R12 Cengage Learning Latest edition
Barry Berman management
Fundamentals of
R13 Atul nayak Excel books Latest edition
Marketing
Marketing management
R14 K.Karunakaran Himalaya Latest edition
– text
Arunkumar, Marketing
R15 Vikas Latest edition
n.Meenakshi management

8. List of Journals/Periodicals/Magazines/Newspapers, etc.:

Journal of Marketing (USA), Indian Journal of Marketing, Marketing Master Mind, Etc.,

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GTU/ Syllabus- MBA II/
9. Session Plan:

Session Nos.
Topic
1-2 Nature, Scope, Importance and Core Concepts
3 Company Orientation towards the market place
4-5 Developing Marketing Strategies and Plans
6 Gathering Market Information(MKiS)
7 Scanning the Environment(Micro & Macro)
8 Creating Customer Value, Satisfaction and Loyalty
9 Factors influencing Consumer Behavior and Consumer Buying Process
10 Analyzing Business Market
11-12 Segmenting , Targeting , Positioning
13 Dealing with competition
14 Creating Brand Equity
15 Crafting the Brand Positioning
16 product life cycle & strategies for different PLC stages
17 Setting Product Strategy
18 Introducing New Market Offerings
19 Designing and Managing Services
20 Developing Pricing Strategies and Programs
21 Dealing with Global market
22 Designing and Managing Integrated Marketing Channels
23 Managing Retailing, Whole selling, and Logistics
24 Designing & managing integrated marketing communications
25 Managing Mass Communication: Advertising, Sales Promotions
26 Managing Mass Communication: Event and Experience marketing , Public
27 Managing Personal Communications: Direct and Interactive Marketing
28 Managing Personal Communications: Word of Mouth and Personal Selling
29 Practical Exposure: Studying four P’s of various brands, Studying distribution
strategies of various sectors and companies, studying segmentation, targeting and
positioning strategies, creating a new product and testing the same, Studying the
product life cycle of various products/brands with strategies adopted at various
levels, identifying factors influencing buying decisions in consumer and business
markets, studying the integrated marketing communication of various brands viz-
a-viz their competitors, studying value chain and logistics of companies, studying
global marketing strategies for global brands, etc.

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GTU/ Syllabus- MBA II/
 MBA I
Semester II
Sub Name: - Production and Operations Management (POM)
Sub Code: - 2820006

1. Course Objective: The objective of the course is to:

a) Understand the role of the operations management (OM) function in the functioning of an
organization
b) Offer a broad survey of the concepts and tools used in operations management.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each, i.e. 45 hours.

3. Course Contents:

Marks (70
Module No. of
Module Content External
No: Sessions
exam)
Nature and Scope of Production and Operations Management;
Types of Manufacturing Systems (production Processes), Facility
I
Location with examples; Facility Layouts; Layout Planning and 7 17
Analysis; Line Balancing—Problems.

Understand the basis of inventory management decisions,

the hierarchical approach to planning and various methods of
II 7 17
inventory management. Capacity and aggregate production
planning. Material Handling –Principles- Equipments.
Production Planning and Control, project management and
operations scheduling (Gantt chart, CPM and PERT methods),
III 7 18
Project crashing, Job sequencing (n-jobs on one machine and n-
jobs on m-machines)
Quality management, JIT and Lean manufacturing systems,
TQM and Six-sigma, ISO 9000 and other ISO series, Statistical
IV 7 18
quality control, Acceptance Sampling, Industrial Safety and safety
management.

Practical Module:
(20 Marks
Visit any industrial unit and understand the processes performed
of CEC
V in the unit. Use the theoretical knowledge to understanding the 8
Internal
operations. Prepare a report on how the above concepts used in
Evaluation)
selected industrial unit under the guidance of your subject teacher.

GTU/ Syllabus- MBA II/ 18

4. Teaching Methods:
The course will use the following pedagogical tools:
(a) Discussion on concepts and issues in Operations management.
(b) Case discussion covering a cross functional work of production with other functional areas in
both manufacturing and service industry.
(c) Projects/ Assignments/ Quizzes/ Class participation etc

5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)

Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)

Weightage 70 marks
C End –Semester Examination (External Assessment)

6. Basic Text Books:

Sr. No. Author Name of the Book Publisher Edition

Russell, Roberta S. Operations John Wiley and
T1 and Taylor, Bernard Management Along the Sons (Wiley Latest Edition
W. Supply Chain, India)
Chase R. B., Jacobs,
Operations
F. R., Aquilano, N. J. and
T2 Management for Tata McGraw Latest Edition
Agarwal N.
Competitive Advantage Hill
K.,
Production and Oxford
T3 Kanishka Bedi Latest Edition
Operation Management University Press

7. Reference Books:

Sr. No. Author Name of the Book Publisher Edition

Production and
R1 Kachru Upendra Operations Excel Books. Latest Edition
Management
K. Aswathappa and Production and Himalaya
R2 Latest Edition
K. Shridhara Bhat Operations Management Publications
Heizer, Jay and Operations Pearson
R3 8th edition
Render, Barry Management Education

GTU/ Syllabus- MBA II/ 19

 S. A. Chunawala, Dr. Production and Operations Himalaya
R4 Latest Edition
Patel Management Publications

Production and Operation Cenagage

R5 Martin K. Starr Latest Edition
Management Learning

Operation Cenagage
R6 Evans / Collier Latest Edition
Management Learning
Modern Production
Buffa, Elwood S.
R7 and Operations John Wiley 8th edition
and Sarin, Rakesh K
Management

8. List of Journals/Periodicals/Magazines/Newspapers, etc.

Productivity Journal, Indian Management, Business India, Supply Chain, etc.

9. Session Plan:

Session
Topic
Nos.
Introduction to POM, Nature and Scope of Production and Operations
1-3 Management, Production as transformation process, History of operations
management, Production processes.
Facility Location with examples, Facility Layouts, Layout Planning and Analysis, Line
4-7
Balancing—Problems.
Understand the basis of inventory management decisions, the hierarchical
8-11
approach to planning and various methods of inventory management.
12-13 Capacity and aggregate production planning.
14 Material Handling –Principles-Equipments.
15 Production Planning and Control
Project management and operations scheduling (Gantt chart, CPM and PERT
16-19
methods), Project crashing,
20-21 Job sequencing (n-jobs on one machine and n-jobs on m-machines)
Quality management, JIT and Lean manufacturing systems, TQM and Six-sigma, ISO
22-24
9000 and other ISO series
Statistical quality control, Acceptance Sampling, Control Charts for variables and
25-27
attributes
28 Industrial Safety and safety management
Practical Module: Visit any industrial unit and understand the processes performed
in the unit. Use the theoretical knowledge to understanding the operations.
29-36
Prepare a report on how the above concepts used in selected industrial unit under
the guidance of your subject teacher

GTU/ Syllabus- MBA II/ 20

 MBA I
Semester-II
Sub Name: - Quantitative Analysis – II (QA-II)
Sub Code: - 2820007
1. Course Objective:

To familiarize students with the types of business problems often faced by corporate entities
and to help them develop insights about basic concepts of operations research and
methodology aimed at solving business problems.
To help students develop skills in structuring and analyzing various Operations Research
problems for managerial decision making by using basic OR tools and techniques.
To learn to implement various management science software packages.

2. Course Duration: The course duration is of 36 sessions of 75 minutes each i.e. 45 hours.

3. Course Contents:

No. Marks (70

Module
Module Content of External
No:
Session exam)
Introduction to Quantitative Analysis: Basic concepts and its s
role in decision making, Nature of OR problem, steps in OR
I 7 17
problem, Formulation of LP problems, Solution of L.P.P. by
Graphical Method, Computer Output

Duality and its implications, Sensitivity analysis, Introduction to

II Integer programming, Goal programming problems (Only 7 17
formulation and solution of two variable case)

Transportation Models, Initial Basic Feasible Solution and

Optimal Solution, Assignment Problem and
III Travelling Salesman Problem, Network Models: minimum 7 18
Spanning Tree Problems, Shortest Route and Maximal Flow
Technique .
Queuing theory: Single Channel Queuing Model with Poisson
IV arrivals and Exponential Service Times (M/M/1) , Simulation 7 18
Modeling, Markov Analysis

Practical Module: (20 Marks

Use of Excel Solver/TORA software to solve above problems and of CEC
V 8
teaching the above concepts using at least one Internal
case in each topic Evaluation)

GTU/ Syllabus- MBA II/ 21

4. Teaching Methods:

The course will use the following pedagogical tools:

(a) Discussion on concepts and issues in Operations research.
(b) Case discussion covering a cross functional work within manufacturing or service industry. (c)
Projects/ Assignments/ Quizzes/ Class participation etc.

5. Evaluation:

Projects/ Assignments/ Quizzes/ Individual or group Weightage 50 marks

A Presentation/ Class participation/ Case studies etc (Internal Assessment)

Weightage 30 marks
B Mid-Semester Examination (Internal Assessment)

Weightage 70 marks
C End –Semester Examination (External Assessment)

6. Basic Text Books:

Sr. No. Author Name of the Book Publisher Edition

Barry Render, Ralph Quantitative

Latest Edition
T1 M. Stair, Jr., Michael Analysis for Pearson
(eleventh)
E. Hanna, T N Badri Management
Quantitative
Tata McGraw 3rd or Higher
T2 Vohra N. D. Techniques in
Hill Edition
Management
Operation Research –
T3 J. K. Sharma MACMILLAN 4th Edition
Theory & Applications
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.

GTU/ Syllabus- MBA II/ 22

7. Reference Books:

Sr.
Author Name of the Book Publisher Edition
No.
Operations Pearson 8th Edition or
R1 Hamdy TAHA
Research Education Later edition
Introduction to
Hiller and Tata McGraw
Operational Latest Edition
R2 Liebermann Hill
Research
R3 G. Srinivasan Operations Research Prentice-Hall Latest Edition
Wiley-India
Ravindran, Phillips, Operations Research Latest Edition
R4 Edition
Solberg
Himalaya
R5 Sharma Anand Operations Research Latest Edition
Publishing House

8. List of Journals/Periodicals/Magazines/Newspapers, etc.

Journals related to Operations Research.

9. Session Plan:

Session
Topic
Nos.
Introduction to Quantitative Analysis: Basic concepts and its role in decision
1-2
making.
3-5 Nature of OR problem, steps in OR problem, Formulation of LP problems
6-7 Solution of L.P.P. by Graphical Method, Computer Output
8-11 Duality and its implications, Sensitivity analysis,
Introduction to Integer programming, Goal programming problems (Only
12-14
formulation and solution of two variable case)
15-17 Transportation Models, Initial Basic Feasible Solution and Optimal Solution,
18-19 Assignment Problem and Travelling Salesman Problem
Network Models: Minimum Spanning Tree Problems, Shortest Route and Maximal
20 -21
Flow Technique.
Queuing theory: Single Channel Queuing Model with Poisson arrivals and
22-23
Exponential Service Times (M/M/1)
24-26 Simulation Modeling
27-28 Introduction to Markov Analysis
Practical Module:
29-36 Use of Excel Solver/TORA software to solve above problems and
teaching the above concepts using at least one case in each topic

GTU/ Syllabus- MBA II/ 23