STRATEGIC MANAGEMENT (MB 401)

Unit I
Definition, nature, scope, and importance of strategy; and strategic management (Business
policy). Strategic decision-making. Process of strategic management and levels at which
strategy operates. Role of strategists.
Defining strategic intent: Vision, Mission, Business definition, Goals and Objectives.
Environmental Appraisal—Concept of environment, components of environment
(Economic, legal, social, political and technological).
Environmental scanning techniques- ETOP, QUEST and SWOT (TOWS) PEST.

Unit II
Internal Appraisal – The internal environment, organisational capabilities in various
functional areas and Strategic Advantage Profile. Methods and techniques used for
organisational appraisal (Value chain analysis, Financial and non financial analysis, historical
analysis, Industry standards and benchmarking, Balanced scorecard and key factor rating).
Identification of Critical Success Factors (CSF).

UNIT III
Corporate level strategies—Stability, Expansion, Retrenchment and Combination strategies.
Corporate restructuring. Concept of Synergy.
Business level strategies—Porter’s framework of competitive strategies; Conditions, risks
and benefits of Cost leadership, Differentiation and Focus strategies. Location and timing
tactics. Concept, Importance, Building and use of Core Competence.
Strategic Analysis and choice—Corporate level analysis (BCG, GE Nine-cell, Hofer’s product
market evolution and Shell Directional policy Matrix). Industry level analysis; Porters’s five
forces model. Qualitative factors in strategic choice.

Unit IV
Strategy implementation: Resource allocation, Projects and Procedural issues. Organistion
structure and systems in strategy implementation. Leadership and corporate culture,
Values, Ethics and Social responsibility. Operational and derived functional plans to
implement strategy. Integration of functional plans.
Strategic control and operational Control. Organistional systems and Techniques of strategic
evaluation.
 PROJECT MANAGEMENT & ENTERPRENEURSHIP

UNIT – I
Entrepreneur: definition, characteristics and skills. Generating and screening of business
ideas. Govt. support to entrepreneurs, Entering/buying and Exit/selling a business,
Entrepreneurial finance: venture capital. Family business: Opportunities, and problems of
small business in India.

UNIT – II
Project: Definition and characteristics. Demand analysis and technical analysis. Environment
Impact Analysis, Managerial Appraisal.

UNIT – III
Estimating project cost, Sources of finance, Preparation of projected financial statements:
Cash
Flow Statement, Income Statement and Balance Sheet. Project Investment Criteria.

UNIT – IV
Risk analysis: Management risk, market risk, technical risk.
Introduction to social benefit cost analysis, UNIDO and LM approach.
Implementation: Project planning and control, project organization. Review and audit of
Project cost and implementation time.
 ADVERTISING AND SALES MANAGEMENT (MB 904)
Unit I
Advertising: Definition, Nature, Scope, Objectives, Types, Social and Economic Aspect of
Advertising, relationship with product life cycle.
Advertising as a communication Process: Concept of Integrated Marketing communication,
AIDA Model, Laivdge–Stenier Model of communication.
Advertising Campaign: Types, Planning and Managing Advertising campaign, Advertising
strategies.
Advertising Budget: Budget process, Administering the budget.

Unit II
Media: Types, Media Planning process, Media Selection, and Multi-Media Strategies.
Copywriting: Guidelines for copywriting, Copywriting for print, Audio, TV and outdoor
media.
Advertising layout: Components and its position.
Evaluation of Advertisements: Measuring advertising effectiveness.
Advertising Agencies: Structure, Functions and Client Relationship, Laws and ethics of
advertising in India.

Unit III
Sales Management: Objectives, Selling process, Personal Selling objectives, Determining
Sales related marketing Policies.
Sales organization structures: Types of sales organization structure, Relationship of sales
department with other departments, Distributive network relations.

Unit IV
Sales Force Management: Recruiting and selecting sales personnel, Training sales force
Motivating Sales Personnel, Compensating Sales Personnel, Managing expenses of sales
personnel, Staff meeting and Sales Contests.
Controlling the Sales Force: Sales Budget, Sales Quotas, Sales Territories, Sales control and
cost analysis.
 Industrial Relations and Labour Laws (MB-(964)
UNIT-I
Industrial Relations-Concept , Theories and Evolution.
System approach to IR-Actors, Context, Web of Rules & Ideology
Trade UNIONSIM, impact of trade unions on wages
The Trade unions Act ,1926 {with amendments}

UNIT-II
Grievance Handling
Tripartite and bipartite bodies
Anatomy of Industrial disputes.
Conciliation , arbitration and adjudication

UNIT-III
Collective Bargaining : Concept, meaning and objectives.
Approaches, technique & Strategies to collective Bargaining
Process of Collective Bargaining
Impact of CB and workers participation in management on IR

UNIT-IV
Industrial relations in UK & USA, Japan & Russia
The industrial Disputes Act,1947{with amendments}
Factories Act{with amendments}
 INTERNATIONAL HUMAN RESOURCE MANAGEMENT

UNIT- I
Introduction to cross cultural management: Significance of Culture for International
Management. Culture dimensions, impact of cross culture on organizations, role of culture
in Strategic Decision- Making . Influence of National Culture on Organizational Culture.
Comparing Culture: Cultural and behavioral differences in different countries, various
models for comparing cultural- Hofstede. GLOBE, Kluchohm & Stoodbeck

UNIT-II
Shift in Culture: Culture as a factor in a people’s Response to Change, significance of shift in
Culture ,Economic Factors and Shifts in National Culture ,Foreign Intervention and influence
on shifts in Local Cultures.
Cross- Cultural Communication: Role of effective communication for international and
cross- cultural management and in the field of international marketing, Cross – Cultural
Verbal Non- Verbal communication across cultures, managing Culture –Specific Perception –
Responding the Demographic Change.

UNIT- III
Cross Cultural Human Resources Management – Staffing and Training for Global Operations
Global Staffing Choices – Expatriates or Local Managers? Dynamics of Cross-Cultural
leadership, managing and motivating multi culture Teams.
Cross –cultural Negotiation & Decision making: Culture and Dispute, Resolution of Conflicts
and Disputes in cross culture context, Negotiations across culture , Cross –culture
Negotiation Process with two illustrations from multi cultural context { India-Europe / India
–US setting, for instance }

UNIT- IV
Cross-culture ethics: Ethics values across cultures and Ethics dilemma, Overview of culture
and management in Asia ( India ,China and Japan ), US and Europe.