Course Handout_Batch 2019-22_Sem V

Course: Introduction to Contemporary Business Practices

Semester: V

Credits: 4

Level: 2

Course background:

The subject is able to build up the foundation of the future managers in terms of the background
of businesses in India. The concept of family owned business to making it a Multi-national
Organization.

Learning Objective:

The purpose of the course is to provide an understanding of the economic policies of India. The
impact these policies had on the business environment and how the concept of family owned
business got transformed into the MNC’s. The future managers will be trained in terms of the
various business practices undertaken in terms of the Operations, HR and Finance.

Course Outcomes:

After completing this course, the students will be able to

CO1: Understand evolution of Business Organization process.

CO2: Summarize the various Industrial policies of India.

CO3: Associate the impact of industrial policies on the working of the business.

CO4: Make inferences from the economic policies and design the operations of the organization.

CO5: Understand the significance of family owned business in India.

CO-PO Mapping:

PO1: To assess and evaluate the dynamic global environment.

PO2: To engage in life-long lessons learned on the various practices exhibited over the period of
time.

PO3: To build an ability to evaluate the competitors and the external environment and hence
design the effective strategy for their business.
PO4: To be equipped with effective decisions taking capabilities by evaluating the internal and
external parameters.

Mapping
PO1 PO2 PO3 PO4

CO1 Strong Moderate Strong Moderate

CO2 Strong Weak Strong Moderate

CO3 Strong Moderate Strong Moderate

CO4 Strong Moderate Strong Moderate

CO5 Strong Weak Moderate Weak

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format (uploaded in Google classroom)

 Online resources available on the Internet
 Experiential learning (through group/individual assignments submitted through Google
classroom)
 Case studies

Course Components:

Component Total sessions Evaluation/Exam

1 Assignment and
Part A: Theory and concepts
written test

Part B: Experiential learning 1 Project

Course Outline:

No of Mode of
S.No. Sub-topic
Topic Hours Teaching
1 Pre 1991 era- introduction 1 Lecture+PPT
Policies pre 1991 wrt industries 1 Lecture+PPT
2 Industrial Licensing 1 Lecture+PPT
3 Foreign Institutional Investors 1 Lecture+PPT
Industrial policy prior 1991: Public
4
Sector policy 1 Lecture+PPT
5 Transnational Corporations 1 Lecture+PPT
6 Socio- Economic New industrial policy 1991 1 Lecture+PPT
7 Trends Foreign Trade Agreement 1 Lecture+PPT
8 Redefining the role of Public sector 1 Lecture+PPT
Case
9 Evaluation of NIP 1
Study+PPT
10 LPG 1 Lecture+PPT
Role of LPG in Agriculture and
11
Banking sector 1 Lecture+PPT
12 Globalization 1 Lecture+PPT
13 Assignment
14 Concept of Business Environment 1 Lecture+PPT
15 Structure of an organization 1 Lecture+PPT
16 Meaning of Business Environment 1 Lecture+PPT
17 Types of Business Environment 1 Lecture+PPT
18 Role of Competitors 1 Lecture+PPT
Evolution of Business Inferences drawn from Industrial
19
Organizations policies 1 Lecture+PPT
Case
20 Case Study to evaluate the policies
1 Study+PPT
Impact of policies on the
Businesses 1 Lecture+PPT
Relation establishment b/w policies
21
and design of the environment 1 Lecture+PPT
Competitor Analysis: Need and
22
Importance 1 Lecture+PPT
Competitor Analysis: Competitor
23 Evolution of Business Map 1 Lecture+PPT
Practices
24 Types of Competitive strategy 1 Lecture+PPT
25 Competitive Strategy 1 Lecture+PPT
26 Environmental Analysis 1 Lecture+PPT
 27 Methods of Environment Analysis 1 Lecture+PPT
28 Strategy designing 1 Lecture+PPT
29 Role of International Trade centre 1 Lecture+PPT
Evolution of Business
30
Organizations 1 Lecture+PPT
31 Succession model 1 Lecture+PPT
32 Strategy to increase capabilities 1 Lecture+PPT
33 Industrial sickness in India 1 Lecture+PPT
Strategies to deal with Industrial Case
34
Sickness 1 Study+PPT
35 Liberalization 1 Lecture+PPT
36 MRTP Act, 1969 1 Lecture+PPT
37 Experiential learning Presentation and VIVA 8 PPT
38 Public Sector: Introduction 1 Lecture+PPT
39 Private Sector: Introduction 1 Lecture+PPT
40 Statutory Corporation 1 Lecture+PPT
contemporary operations practices:
41
Production 1 Lecture+PPT
contemporary operations practices:
42
Quality 1 Lecture+PPT
contemporary HR practices:
43
Development of HR in India 1 Lecture+PPT
contemporary HR practices:
44
emerging issues in HRD 1 Lecture+PPT
45 70-20-10 Development Model 1 Lecture+PPT
Growth of Key Sectors
contemporary Finance practices:
46 In Business
Traditional Approach 1 Lecture+PPT
contemporary Finance practices:
47
Modern Approach 1 Lecture+PPT
contemporary Finance practices:
48
Working capital Management 1 Lecture+PPT
Case
49 Case Study: Disney
1 Study+PPT
Case
50 Case Study: Ranbaxy
1 Study+PPT
Case
51 Case Study: TATA
1 Study+PPT
Case
52 Case Study: Reliance
1 Study+PPT

Readings:
Books Recommended:

 Indian Economy by Mira and Puri

 Indian Economy by Uma Kapila
 Indian Economy by Dutt and Sundharam.

Course: Supply Chain Management

Semester: IV

Credits: 2

Level: X

Course background:

To describe & understand concept of Supply chain management and give real examples of its
application in manufacturing, service & related industries. Student must know the importance of
SCM in Business & Corporate sector and How SCM influence strategy on the organization.
Relation of SCM with Operations, Sales, Logistics and ERP systems.

Learning Objective:

Develop a sound understanding of the important role of supply chain management in today's
business environment. Become familiar with current supply chain management trends Understand
and apply the current supply chain theories, practices and concepts utilizing case problems and
problem-based learning situations.

It includes the movement and storage of raw materials, work-in-process inventory and finished
goods from source to consumption. The broad objectives of Supply Chain Management are to
create value, build a competitive infrastructure, leverage worldwide logistics, synchronise supply
with demand and measure performance.

Course Outcomes:

After completing this course, the students will be able to

Course Outcome (CO) 1 To help understand the importance of and major decisions in supply
chain management for gaining competitive advantage.

Course Outcome (CO) 2 To describe the various streams of the supply chain
Course Outcome (CO) 3 To describe the drivers of the supply chain

Course Outcome (CO) 4 To describe the concepts employed in the supply chain

Course Outcome (CO) 5 To explain about the strategies employed in the supply chain
management.

CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate Supply chain Management
PO2: To demonstrate application in the area of Inventory management, logistics management and
warehouse management.
PO3: To engage in life‐long learning through case studies.
PO4: To take decisions on the basis of fundamentals understanding of stock, inventory, economic
order quantity etc.

Mapping
PO1 PO2 PO3 PO4

CO1 Strong Weak Strong Moderate

CO2 Strong Weak Strong Moderate

CO3 Strong Weak Strong Moderate

CO4 Strong Weak Strong Moderate

CO5 Strong Weak Strong Moderate

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format (uploaded in Google classroom)

 Online resources available on the Internet
 Videos
 Experiential learning (through group/individual assignments submitted through Google
classroom)
 Case studies

Course Components:
 Component Total sessions Evaluation/Exam

2 Quizzes and
Part A: Theory and concepts 21
Assignment

Part B: Case studies 9 Case study

Part C: Experiential learning - 1 Project

Course Outline:

1 Concept of Supply chain strategy framework 1 Fundamenta

Supply ls –
Chain Evolution-
2 Components of SCM, Major obstacle and 1
manageme Role in
common problem,
nt Economy -
Importance -
3 SCM strategies 1 Decision
Phases -
4 Strategies-Product development 1 Supplier-
Manufacture
r-Customer
5 Ware house management- Introduction 1 chain. -
Enablers/
6 Understating of SCM- Cost implications 1 Drivers of
Supply
Chain
7 Drivers of supply chain and Sourcing 1
Performance
. Supply
chain
strategy -
Supply
Chain
Performance
Measures.
Bull-whip
effect
8 Supply Information technology in SCM 1 Distribution
Chain Network
Network & Design –
9 Case Study- Amazon 1
sourcing Role -
Factors
10 SCM- Inventory Management 1 Influencing
Options,
11 Demand management in SCM 1 Value
Addition –
Distribution
12 Model of SCM Demand management 1 Strategies -
Models for
13 Understanding of Global supply chain 1 Facility
Location
and
14 Case Study- Demand management in SCM 1
Capacity
allocation.
15 Operations Management in supply chain 1 Distribution
Centre
16 Responsibility of SCM and Ops Manger 1 Location
Models.
Supply
17 SCM network 1 Chain
Network
optimization
models.
Impact of
uncertainty
on Network
Design -
Network
Design
decisions
using
Decision
trees.
Understandi
ng of Global
supply chain
 Mid Term

18 Logistic Connection between Logistic, operations 1 Definition-

manageme and supply chain Logistic
nt, management
Connection , Input
19 Performance indicator in Logistic
between output value
management
Logistic, addition
operations process,
20 and supply elements of logistic management 1 Multi-
chain dimensional
21 Distribution management SCM,
Connection
between
22 International logistics 1 Logistic,
operations
23 Material requirement planning 1 and supply
chain

24 Current Bill of material 1 Supply

Trends of Chain
SCM in Integration -
25 FIFO/LIFO 1
Corporate Building
Sector partnership
26 CAN/BAN 1 and trust in
SC Value of
27 Communication between 1 Information
sales/Operations/Supply chain - Effective
forecasting -
Coordinatin
28 Value stream mapping 1 g the supply
chain. SC
29 Inventory control 1 Restructurin
g - SC
Mapping -
SC process
restructuring
, Postpone
the point of
 differentiati
on – IT in
Supply
Chain -
Agile
Supply
Chains -
Reverse
Supply
chain. Agro
Supply
Chains. cost
Implication
& Inventory

30 Revision 1

Readings:

Books Recommended

Text Book:

1. Janat Shah, Supply Chain Management – Text and Cases, Pearson Education, 2009.

2. Sunil Chopra and Peter Meindl, Supply Chain Management-Strategy Planning and Operation,

PHI Learning / Pearson Education, 2007.

3. Essentials of Supply Chain Management by Michael H. Hugos

4. Ballou Ronald H, Business Logistics and Supply Chain Management, Pearson Education, 5th

Edition, 2007.

Online Resources/ Reference Material:

At Teams Portal
Course: Operations Research(T-2207)

Semester: V

Credits: 4

Level: 3

Course background:

Operations Research (OR) is a discipline that helps to make better decisions in complex
scenarios by the application of a set of advanced analytical methods. It couples theories, results
and theorems of mathematics, statistics and probability with its own theories and algorithms for
problem solving.

Learning Objective:
1. To provide a historical perspective of the growth of Operations Research (OR) and its
potential in businesses
2. To understand the characteristics of decision-making problems that necessitate the use of
scientific approaches
3. To learn the use of optimization techniques in decision making
4. To enable students to formulate mathematical models for managerial decision situations
and to use computer software packages to obtain a solution wherever applicable

Course Outcomes:

After completing this course, the students will be able to

CO1: Understand the importance of Operations Research in business.

CO2: Analyze the managerial problems in industry to allocate the resources efficiently
CO3: Understand mathematical models used in Operations Research
CO4: Understand the usage of game theory and Simulation for Solving Business Problems

CO-PO Mapping:

PO1: To apply the operations management techniques constructively to make effective business
decisions
PO2: To apply simulation techniques in business decision making.
PO3: To fundamental applications of decision tools in industry and the public sector in contexts
involving uncertainty and scarce or expensive resources.
 Mapping
PO1 PO2 PO3

CO1 Weak Moderate Moderate

CO2 Moderate Weak Moderate

CO3 Strong Moderate Strong

CO4 Moderate Weak Strong

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format (uploaded in MS Teams Class Material)

 Online resources available on the Internet
 Lab classes
 Experiential learning (through group/individual assignments submitted through MS
teams)
 Case studies
Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz 2 10

1 5
Lab Test

Mini Project 1 20

Case study evaluation 1 05

External Exam 1 60

Total 6 evaluations 100 marks

Course Components:
 Component Total sessions Evaluation/Exam

2 Quizzes and
Part A: Theory and concepts 36
written test

Part B: Lab based 12 1 Lab test

Part C: Experiential learning 12 1 Project

Course Outline:

Reading
No. of
S. No. Topic Sub-Topics (Text+Referenc Pedagogy
hrs
e)

Historical Text book, Class

Development, material
1. Definitions of OR, 1
Nature and Scope of
Introduction
Study, Phases of OR
to Operations
Research Classification of OR Lecture
model,
Methodology of
2. 1
OR, Application
areas of Operations
Research

Quiz 1

Introduction to
Linear
Programming and 1 Lecture
3. Linear
its applications in
Programmin
business problems
g
Assumptions of
Linear
programming, Lecture +
4. 1
Mathematical numerical
formulation of LPP
(Product Mix and
 Marketing Mix
Problems etc.),

LPP Formulation
5. 1
Examples

Graphical and
simplex method of 1
6.
solving LPPs,

Big-M method 1
7.

8. Two-phase method, 1

Duality and
Sensitivity analysis
(emphasis on 1
9.
economic
interpretation)

10. LPP numerical 1

11. LPP in excel 1

Lab practice
12. LPP in excel 1

13. Experiential Learning (Cases in LPP) 1

14. Experiential Learning (Cases in LPP) 1

Introduction to
transportation
problems,
15. 1
Transportati Formulation of
on Problem transportation
and problems as LPP Lecture +
Assignment Numericals
Initial Solution
Problem
Method: NWC, 1
16.
LCM

Initial Solution
17. 1
Method: VAM
 Optimal Solution
Method: MODI 1
18.
Method

Special Cases in
Transportation
Problems:
Unbalanced
19. 1
Problems/Blocked
Route Problems/
Profit Maximization
Problems

Introduction to
assignment
problems,
20. Formulation of 1
assignment
problems as LPP,
Hungarian Method

Special Cases in
Assignment
Problems:
21. 1
Unbalanced
Problem, Blocked
Assignments

22. MCQ 1

Transportation
23. Problems using 1
Excel

Assignment
24. Problems using 1
Excel

25. Excel lab 1

26. Excel lab 1

Quiz 2 1
 Introduction to
Decision Analysis,
27. 1
Decision making
environments

Decision making
under uncertainty
(Optimistic
Criterion, 1
28.
Pessimistic
Criterion, Realistic
Criterion)

Decision making Lecture +

under uncertainty Numerical
29. 1
(Rational Approach,
Regret Criterion)
Decision Decision making
Theory under risk situations 1
30.
(EMV Criterion)

Decision tree
31. approach and its 1
applications

Decision tree
32. approach and its `1
applications

33. Excel lab 1

34. Excel lab 1

Decision tree lab 1 Lab Practice

35.

36. Decision tree lab 1

37. Decision tree lab 1

Introduction to 1 Lecture and

38. Game Theory
game theory Numerical
 Basic definitions 1
and terminology,
39. Two-person zero-
sum game

Pure Strategy 1
Games: Maximin-
40. Minimax principle,
Saddle Point

Mixed Strategy 1
Games: Algebraic
41.
Method

Mixed Strategy 1
42. Games: Graphical
Method

Introduction to 1
Sequencing
43. Problems,
Processing n Jobs
through 2 Machines

Processing n Jobs 1
through 3 Machines,
44.
m machines

Experiential 1
45. Learning

Experiential 1
46. Learning

Experiential 1
47. Learning

Experiential 1
48. Learning

Experiential 1
49. Learning
 Quiz 3 1

Applications of 1
Queuing
Theory,Elements of
50. a Queuing Model,
Queuing
Models Operating
Characteristics

M/M/1 queueing 1
51. models

Applications of 1
Monte Carlo
Simulation in
52.
managerial
problems

Simulation of 1
53. inventory control
problems

Simulation of 1
Introduction queueing problems,
to Simulation Simulation of
54.
investment and
budgeting problems

Experiential 1
55. Learning

Experiential 1
56. Learning

Experiential 1
57. Learning

Experiential 1
58. Learning

Experiential 1
59. Learning
 Lab test 1

Readings:

Books Recommended:
1. Vohra, N.D., Quantitative Techniques in Management, TMH
2. KantiSwarup, Operations Research
3. Kapoor, V.K., Quantitative Techniques for Management, Sultan Chand & Sons
4. J.K.Sharma, Quantitative Techniques for Managerial Decisions, McMillan
5. Taha Hamdy, Operations Research - An Introduction, PHI
6. Hiller, Frederick, Lieberman Gerald J., Nag B., and Basu, P., Introduction to Operations
Research, TMH

Course: Essentials of Business Intelligence

Semester: V

Credits: 4

Level: 2

Course Background:
Business Intelligence (BI) involves use of technology to collect, analyse and present relevant
business information. The purpose of BI is to support better business decision making. In this
course, students will learn to use two different tools of BI i.e. “Power BI” and “Tableau” to
describe, analyse and present business data.

Learning Objective:
The course aims to provide students with an understanding of tools of business intelligence so that
they can apply them in different managerial domains for data-driven decision making.

Course Outcomes:
After completing this course, the students will be able to
CO1: Outline the applications of BI in different managerial domains
CO2: Demonstrate the use of BI tools for analysing business data
CO3: Interpret the results obtained through BI tools and take managerial decisions
CO4: Explain the challenges and opportunities associated with Big Data

CO-PO Mapping:

 PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment
 PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity
towards a sustainable environment.
 PO3: To engage in life‐long learning through research adopting contemporary modes of
learning.
 PO4: To take decisions on the principles of ethics, integrity and accountability.
Mapping
PO1 PO2 PO3 PO4

CO1 Strong Weak Strong Moderate

CO2 Strong Weak Strong Moderate

CO3 Strong Weak Strong Moderate

CO4 Strong Weak Strong Moderate

Teaching Pedagogy:

 Practical demonstration using Power BI / Tableau

 Tutorials in the form of practice exercises
 Case studies
 Experiential learning
Assessment/ Evaluation Plan:

Type of
Component Marks Total Marks
Assessment

Quiz 5

Practical Test 15

Viva 10
Internal Evaluation 40
Case Study +
5
Presentation

Assignment 5

External Examination 60 60

Total 100

Course Outline:
S.
Topic Duratio Reading Text/Reference Pedagogy
No. n
Introduction to Business Intelligence
1. (BI), Need for Business Intelligence 1
Sabherwal, Chapter 1
Components of BI 1
2.
BI development stages 1 Lecture
3.
Sabherwal, Chapter 2
BI project lifecycle 1
4.
BI Consumers, Commercial BI tools 1
Sabherwal, Chapter 7
5. and products

Introduction to Power BI 1 Ferrari, Chapter 1

6.
Overview of Power BI Desktop 1 Ferrari, Chapter 3 Lecture +
7.
Creating Table visualizations 1 Practical
8.
Formatting Table visualizations 1 Demonstrati
9. Ferrari, Chapter 4 on
Matrix visualizations, Aggregation 1
10. methods

1
11. Quiz Evaluation 1

Score Cards, Multi-row Cards, 1

12. Percentage calculations

13. Filtering data – Slicers, Visual filters 1

Filtering data – Page filters, Drill- 1 Lecture +

14. through filters Practical
Ferrari, Chapter 4, 6, 7
Graphical visualizations – Column 1 Demonstrati
on
15. graphs, Clustered column graphs,
Stacked column graphs

Trend analysis graphs, Area graphs, 1

16. Ribbon graphs
 Scatter plots, Bubble plots, 1
17. Decomposition trees, Pie charts, Donut
charts, Waterfall charts

1
18. Creating dashboards
1
19. Creating dashboards
Using custom visualizations, Using Q 1
20. and A

1
21. Practical Test Evaluation 2

1
22. Using Power BI Service Ferrari, Chapter 2

1
23. Publishing reports to Power BI Service Ferrari, Chapter 2

Date functions, Date Master tables, 1 Lecture +

24. Creating relationships
Practical
Ferrari, Chapter 7
1
25. DAX calculated columns Demonstrati
1 on
26. DAX measures
1
27. Power BI Query editor Ferrari, Chapter 4

1
28. Power BI Query editor Ferrari, Chapter 4

29.
30. Viva Evaluation 3
4
31.
32.
Case Study on Healthcare Analytics 1 https://www.sqlshack.com
33. using Power BI
/analyze-coronavirus-data-
Case Study on Healthcare Analytics 1 with-power-bi-desktop- Lecture +
34. using Power BI visualizations/ Practical

Case Study on Healthcare Analytics 1 https://covid19.who.int/inf Demonstrati

35. using Power BI o/ on

Case study on HR Analytics using 1 https://docs.microsoft.com

36. Power BI
/en-us/power-bi/create-
 Case study on HR Analytics using 1 reports/sample-human-
37. Power BI resources

1 https://vnbconsulting.com/
Case study on HR Analytics using case-study/power-bi-hr-
38. Power BI dashboard-solution-
chemicals-company/

Case study on Retail Analytics using 1

39. Power BI
https://docs.microsoft.com
Case study on Retail Analytics using 1 /en-us/power-bi/create-
40. Power BI
reports/sample-retail-
Case study on Retail Analytics using 1 analysis
41. Power BI
https://vnbconsulting.com/
Case study on Retail Analytics using 1 case-study/retail-
42. Power BI dashboard-power-bi-
analytics-solution/
43. 3
44. Case study + Presentations Evaluation 4
45.
Evaluation of some commercially 1
available BI Products; What are various
46. BI tools and How the market has Daniel, Chapter 3
evolved over the last 20 year

Basic of Tableau and How it is 1

Daniel, Chapter 3
47. different from Power BI

1 Lecture +
48. Tableau Vs Power BI Visual Daniel, Chapter 3
Practical
Tableau Vs Level of details 1
49. Calculations Daniel, Chapter 3 Demonstrati
on
Tableau Dashboard, Animation, and 1
50. Other important functions Daniel, Chapter 3

Challenges and Opportunities with Big 1

https://searchdatamanage
51. Data; What is Big data and who is
generating it ment.techtarget.com/defin
ition/big-data
1
52. Why is Big data a Big Challenge
 1
53. How to plan to handle Big data
Tools and Technology to work with big 1
54. data - Spark, Hadoop

1
55. Data Lake, Snowflake, MongoDB
1
56. Big Data Project Planning https://cra.org/ccc/wp-
content/uploads/sites/2/20
1
57. Working with big data on Power BI 15/05/bigdatawhitepaper.p
1 df
58. Working with big data on Tableau
1
59. Big data's role in Data Science
Opportunities around Warp and 1
60. conclusion

Assignment Evaluation 5

Books Recommended:
 “Business Intelligence Practices, Technology and Management”, Rajiv Sabherwal and Irma Becerra-
Fernandez, John Wiley and Sons
Online Resources/ Reference Material:
 “Introducing Microsoft Power BI”, Alberto Ferrari and Marco Russo, Microsoft Press,
Available at https://download.microsoft.com/download/0/8/1/0816F8D1-D1A5-4F60-9AF5-
BC91E18D6D64/Microsoft_Press_ebook_Introducing_Power_BI_PDF_mobile.pdf
 “Tableau your Data”, Daniel G. Murray, Wiley, Available at
https://tanthiamhuat.files.wordpress.com/2015/07/tableau-your-data.pdf
 https://www.tutorialspoint.com/power_bi/index.htm#:~:text=Power%20BI%20suite%20prov
ides%20multiple,data%20and%20build%20BI%20reports.
 https://docs.microsoft.com/en-us/learn/powerplatform/power-bi

Course: Introduction to Python (T3198)

Semester: V

Credits: 2

Level: 2

Pre requisites: None

Course background:
In the Industry 4.0 Business Analytics plays an important role in decision making process.
Programming is an important aspect of analytics specifically in implementing various algorithms.
Python is an open source general purpose programming language, very suitable for deep learning
and machine learning applications.

Learning Objective:
This is a basic course in programming and aims at building the foundation for learning other
programming languages and technologies in the subsequent semesters.

Course Outcomes:

After completing this course, the students will be able to

CO1: Describe the concepts of programming fundamentals through python.

CO2: Explain the use of different data types in python.

CO3: Demonstrate the knowledge of control structure and express in the form of a program.
CO4: Demonstrate the knowledge of reusable code through functions and express in the
form of a program.
CO5: Describe and compare different types of data structures.

CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment
PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting
sensitivity towards a sustainable environment.
PO3: To engage in life‐long learning through research adopting contemporary modes of
learning.
PO4: To take decisions on the principles of ethics, integrity and accountability.

Mapping
PO1 PO2 PO3 PO4

CO1 Strong Weak Strong Moderate

CO2 Strong Weak Strong Moderate

 CO3 Strong Weak Strong Moderate

CO4 Strong Weak Strong Moderate

CO5 Strong Weak Strong Moderate

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format

 Online resources available on the Internet
 Tutorials in the form of practice exercises
 Experiential learning & labs (through group/individual assignments)
 Face to Face lectures
Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz 1 05

Mini Project 1 10

Lab based 1 05

External Exam 1 30

Total 4 evaluations 50 marks

Course Components:

Component Total sessions Evaluation/Exam

1 Quizzes

Part A: Theory and concepts 14 and

written test

Part B: Lab based 12 1 Lab test/ Lab based

 Part C: Experiential
4 1 Project
learning

Course Outline:

No. Reading
S. No. Topic Sub-Topics of (Text+Reference) Pedagogy
hrs

History Thareja Ch3,

1 Kanetkar Ch2 Lecture
1.

Introduction Features 1 Thareja Ch3 Lecture

2. to Python
Editors to write and Lab session
3. execute python 1 Lab
program

4. Data types 1 Thareja Ch4 Lecture

Numeric Operators 1 Thareja Ch4 Lecture

5.
Text & logical Thareja Ch4 Lecture/
6. 1
Operators Demonstration
Python
Scripting Conditional Thareja Ch4 Lecture/
7. 1
statement Demonstration

Thareja Ch4 Lecture/

Loops 1
8. Demonstration

Different types 1 Thareja Ch4 Lecture

9.
 For, While & repeat Thareja Ch4 Lecture/
10. 1
comparison Demonstration

Comprehensive Thareja Ch4 Lab

program based on 1
11.
above

12. QUIZ

13. Need & definition 1 Thareja Ch5 Lecture

14. Function call 1 Thareja Ch5 Lecture

Variable scope and Thareja Ch5 Lecture

15. 1
lifetime

Local and global Thareja Ch5 Lecture

16. 1
variables

Thareja Ch5 Lecture/

17. Return statement 1
Demonstration

Functions Details of defining a Thareja Ch5 Lecture/

18. 1
and modules function Demonstration

Thareja Ch5 Lecture/

19. Recursive function 1
Demonstration

Thareja Ch5 Lecture/

20. Modules 1
Demonstration

Packages in Python 1 Thareja Ch5 Lecture

21.
Standard library Thareja Ch5 Lecture
22. 1
modules

Comprehensive Lab Lab

program based on 1
23.
functions

Lab based on Python.org Lab

24. 1
Experiential Functions
Learning Lab based on Python.org Lab
25. 1
Functions
 Thareja Ch8 Lecture/
Sequence 1
26. Demonstration

Kanetkar Ch6 Lecture/

List 1
27. Demonstration

Kanetkar Ch6 Lecture/

List 1
28. Demonstration
Data
structures Kanetkar Ch7 Lecture/
Tuple 1
29. Demonstration

30. LAB TEST

Kanetkar Ch3 Lecture/

31. Set 1
Demonstration

Kanetkar Ch3 Lecture/

32. Dictionaries 1
Demonstration

33. MINI PROJECT EVALUATION

Readings:

Books Recommended

1. “Python programming-using problem solving approach”,Thareja, R., 9th impression

2020, Oxford, ISBN 978-0-19-948017-3
2. “Python 101-Introduction to Python”, Kuhlman, D. available at:
http://www.davekuhlman.org/python_101.html
3. “Let us Python”, Kanetkar & Kanetkar, 2nd Edition 2019. BPB

Online Resources/ Reference Material:

1. https://bugs.python.org/file47781/Tutorial_EDIT.pdf

Course Name: Corporate Governance and Finance

Course Code: T2109

Number of Credits: 3

Level: 3

Course Background:

The Corporate Governance is very crucial for economic development of any country. This course
will help to understand the development in the field of governance practices and how this facilitate
in increasing the confidence of investors in the system.

Learning Objectives:

1. To help the students in developing the understanding of overall role and importance of
finance functions
2. To develop the understanding of financial market operations
3. To identify the role of corporate governance in operations of business and its impact on the
performance of organizations
4. To apply the knowledge of corporate governance regulations to assess the working of
organizations

Course Outcomes: On successful completion of this course, the student will be able to

1. Develop the understanding of different functions of financial management and their role in
decision-making.
2. Utilize the knowledge of financial markets and working capital management in business
Operations.
3. Identifying the corporate governance practices in national and international perspectives,
legislation, common law, norms of practice and ethics.
4. Explaining the contribution of various committees and role of directors and independent
directors in execution of corporate governance practices
5. Apply knowledge of corporate governance regulation to assess and propose solutions for
corporate governance problems.
CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment

PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity

towards a sustainable environment.

PO3: To engage in life‐long learning through research adopting contemporary modes of learning.

PO4: To take decisions on the principles of ethics, integrity and accountability.

Mapping

PO1 PO2 PO3 PO4

CO1 Strong Weak Moderate Moderate

CO2 Strong Moderate Strong Strong

CO3 Strong Weak Moderate Moderate

CO4 Strong Moderate Moderate Strong

CO5 Strong Moderate Strong Strong

Pre-learning: Basic knowledge of economy and accounting

Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz 5 12

Experiential learning Project 1 10

Viva 1 8

External Exam 1 45
 Total 4 evaluations 75 marks

Course Components:

Component Total sessions Evaluation/Exam

5 Quizzes
Part A: Theory and concepts 39

Part B: Experiential learning 6 1 Project and VIVA

Pedagogy:

 Lectures
 Case studies/ Research papers/ News articles
 Online learning
 Assignments
 Projects and presentations
 Flip mode teaching
 Collaborative teaching with experts from industry

Course Outline:

S.No. Topic Sub-Topics No. of Reading Pedagogy

Hrs. (Text+Reference)

1. Introduction to 1 Lecture+Discussion
Financial
Management
2. Sources of 1 Khan and Jain, Lecture+Discussion
Finance Chapter 1

3. Utilization of 1 Lecture+Discussion
Funds

4. Time value of 1 Lecture+Discussion

Swami
money
Parthasarathy,
5. Present value 1 Chapter 14 Lecture+Discussion
and discounted
cash flow
Financial Khan and Jain,
6. Introduction to 1 Lecture+Discussion
Management working capital Chapter 2
management:
overview and
importance

7. Cash 1 Khan and Jain, Lecture+Discussion

management Chapter 13

8. Capital market 1 Lecture+Discussion

9. Primary market 1 Lecture+Discussion

and its role Khan and Jain,
Secondary 1 Chapter 14 Lecture+Discussion
10.
market and its
role
Khan and Jain,
Chapter 21

Quiz 1

11. Introduction to 1 Anil Kumar, Lecture+Discussion

corporate Chapter 5
governance

12. Need and 1 A.C. Fernando, Lecture+Discussion

importance of Chapter 13
corporate
governance
13. Shareholder 1 A.C. Fernando, Lecture+Discussion
model and Chapter 14
stakeholder
model

14. Corporate and 1 Anil Kumar, Lecture+Discussion

social Chapter 10
responsibility

15. Corporations 1 A.C. Fernando, Lecture+Discussion

and need for Chapter 14
good governance
Corporate
Governance
16. Governance and 1 B.N. Ghosh, Lecture+Discussion
ethics in Chapter 16
corporations

17. Need for 1 Lecture+Discussion

governance in
different forms
of companies

Quiz 2

18. International 1 A.C. Fernando, Lecture+Discussion

perspective on Chapter 15
Corporate
Governance and
cases

19. Corporate 1 Swami Lecture+Discussion

Governance Parthasarathy,
Committees in Chapter 21
UK
International
Perspective
20. on Corporate 1 B.N. Ghosh, Lecture+Discussion
Corporate Governance Chapter 19
Governance Committees in
US
21. Enron and post 1 Lecture+Discussion
Enron

Quiz 3

22. Corporate 1 B.N. Ghosh, Lecture+Discussion

Governance in Chapter 18
India

23. Various Codes 1 A.C. Fernando, Lecture+Discussion

and Corporate Chapter 21
Governance

24. Various 1 Lecture+Discussion

Committee
Reports in India

25. Corporate 1 Anil Lecture+Discussion

Management Kumar, Chapter 5
and Corporate
Governance

26. Role of directors 1 A.C. Fernando, Lecture+Discussion

in the company Chapter 16

Corporate
Governance:
27. Importance of 1 Lecture+Discussion
Indian
independent
scenario
directors

28. Independent 1 Lecture+Discussion

directors on
Board of
directors and
their role

29. Whistle Blower 1 Anil Kumar, Lecture+Discussion

Policy Chapter 7
 Quiz 4

30. Reporting and 1 Swami Lecture+Discussion

Ethics Parthasarathy,
Chapter 19

31. Reporting and 1 Lecture+Discussion

Ethics

32. Financial 1 Lecture+Discussion

reporting and
Reporting accountability
and Ethics
33. Ethics in 1 Lecture+Discussion
financial
reporting

34. Auditor’s 1 A.C. Fernando, Lecture+Discussion

independence Chapter 17
and
accountability

Quiz 5

35. Regulatory 1 A.C. Fernando, Lecture+Discussion

system in India Chapter 19

36. Role of the 1 Lecture+Discussion

Regulators in
Achieving
Corporate
Integrity

37. Ethical 1 A.C. Fernando, Lecture+Discussion

Framework by Chapter 22
Regulatory
Regulators
Mechanism
38. in India Clause 49 1 Lecture+Discussion
Listing
agreement
 39. Initiatives taking 1 Lecture+Discussion
by SEBI

40. Experiential
3 Field Work Discussion
Learning Project

41. Presentation cum

Viva 3
viva-voce

Readings:

Books Recommended:

• Bose, Chandra, D., Fundamentals of Financial Management, Prentice Hall of India, (2011)

• Berk Jonathan, DeMarzo Peter, and, Thamnpy Ashok, Financial Management, Pearson (2013)

• Fernando, A.C., Business Ethics & Corporate Governance, Pearson, (2012)

• Ghosh, B.N, Corporate Governance and Business Ethics, Tata McGraw Hill Publishing
Company
Ltd., (2017)

• Gupta, C. B., Governance, Ethics and Social Responsibility of Business, Sultan Chand & Sons,
(2017)

• Khan M.Y. and Jain P.K., Financial Management, Tata McGraw Hill Publishing Company
Ltd.,
Edition 6, (2011)

• Kumar Anil & Ranjan Jyotsna, Governance Ethics and Social Responsibility of Business,
International Book House Pvt Ltd. (2014)

• Mallin, Christine A., Corporate Governance, International Edition, Oxford (2016)

• Mohapatra Sanjay and Sreejesh S., Case Studies in Business Ethics and Corporate Governance,
Perason (2013)

• Nirala K., Reddy K. B. A. and Rani N.A., Business Ethics and Corporate Governance,
Himalaya
Publishing House (2017)
• Parthasarathy, Swami, Corporate Governance: Principles, Mechanism & Practice, Dreamtech
Press (2008)

• Pathak Bharti V., Indian Financial System, 5th edition, Pearson (2018)

• Prabhakaran S., Business Ethics and Corporate Governance, Excel Books (2016)

• Tricker, Bob, Corporate Governance, International 3rd edition, Oxford (2015)

Course: Financial Regulatory Environment (T2100)

Semester: 5

Number of Credits: 3

Level: 2

Course Background:

Financial regulation is a form of regulation or supervision, which subjects financial institutions to

certain requirements, restrictions and guidelines, aiming to maintain the stability and integrity of
the financial system. This may be handled by either a government or non-government organization.
Financial regulation has also influenced the structure of banking sectors by increasing the variety
of financial products available.

Learning Objective(s):

The purpose of this course is to provide understanding of the Indian financial system. It also helps
to understand the main responsibilities of financial regulators are to enforce applicable laws, try to
prevent cases of market manipulation, ensure the competence of financial service providers,
execute regular inspections, protect traders and clients, and investigate and prosecute misconduct,
such as insider trading. Banks and brokers that are regulated are more secure to trade with, as they
are obliged to meet certain standards and requirements.

Course Outcomes:

After completing this course, the students will be able to

CO 1: To understand the Indian financial system

CO 2: To understand the roles and various services offered by financial institutions

CO 3: To understand the roles of Credit Rating companies

CO 4: To understand the roles and various services offered by Insurance Regulatory Development
Authority

CO 5: Demonstrate the roles of Securities Exchange Board of India

CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment

PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity

towards a sustainable environment.

PO3: To engage in life‐long learning through research adopting contemporary modes of learning.
PO4: To take decisions on the principles of ethics, integrity and accountability.

Mapping

PO1 PO2 PO3 PO4

CO1 Strong Moderate Moderate Strong

CO2 Strong Moderate Strong Strong

CO3 Strong Moderate Strong Moderate

CO4 Strong Moderate Strong Strong

CO5 Strong Moderate Moderate Moderate

Teaching Pedagogy:

 PPTs/ Lecture Notes/Classroom discussions

 Online resources available on the Internet
 Experiential learning (through group/individual)
 Case studies/News Article
 Assignments and Projects

Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz 2 12

Project 1 10

Viva / Assignment 1 08

External Exam 1 45
 Total 4 evaluations 75 marks

Course Components:

Component Total sessions Evaluation/Exam

Part A: Theory concepts and 2 Quizzes ,viva

40
Case study discussions /Assignments

Part B: Experiential learning

5 1 Project
Project

Course Outline:

S.
Topic Sub-Topics No. of hrs Reading Pedagogy
No.
(Text+Reference)

HR Machiraju Ch
Introduction 1 4+LM Bhole Ch 6
1.
Reserve bank of
India
Function of Central HR Machiraju Ch
1
2. Bank, 4+LM Bhole Ch 6
 Lending disclosure HR Machiraju Ch
and deposits 1 4+LM Bhole Ch 6
3.
Disclosure,

Anti-Money HR Machiraju Ch
4. 1
Laundering, 4+LM Bhole Ch 6

Financial and HR Machiraju Ch

5. Personal Information 1 4+LM Bhole Ch 6
Privacy.

HR Machiraju Ch Lecture +
6. KYC 1 Discussion
4+LM Bhole Ch 6

Investor/Depositor HR Machiraju Ch
1
7. Protection 4+LM Bhole Ch 6

Housing Finance: MY Khan Ch 5

1
8. Introduction

Prudential norms for MY Khan Ch 5

9. housing finance 1
companies

Prudential norms for MY Khan Ch 5

10. housing finance 1
companies

Types Regulation MY Khan Ch 5 Lecture +

and prospects of Discussion
11. 1
consumer finance in
India

Types Regulation MY Khan Ch 5

and prospects of
1
12. consumer finance in
Housing Finance India

13. Quiz 1

Merchant Merchant Banking MY Khan Ch

1
14. Banks Introduction 10+Siddaiah Ch 7
 Merchant Banking MY Khan Ch
1 10+Siddaiah Ch 7
15. Role

MY Khan Ch
10+Siddaiah Ch 7
Services provided by
16. 1
merchant banks
Lecture +
Discussion

HR Machiraju Ch
17. SEBI Regulations 1 12+ LM Bhole Ch
7

Code of Conduct, HR Machiraju Ch

Self-regulation 12+ LM Bhole Ch
18. 1
(AMBI) by merchant 7
banks, Lecture +
Discussion+
HR Machiraju Ch
Underwriting: Articles on
1 12+ LM Bhole Ch
19. Concept,
7 the Related
Topics
HR Machiraju Ch
Registration, SEBI
20. 1 12+ LM Bhole Ch
guidelines
SEBI 7

Credit Rating: MY Khan Ch 14

21. 1
Meaning

Credit Rating: MY Khan Ch 14

22. 1
Significance,

Rating Methodology, MY Khan Ch 14

23. 1
Drawbacks,

SEBI regulations for MY Khan Ch 14 Lecture +

1 Discussion+
24. credit rating,

Credit Rating MY Khan Ch 14 Articles on

Agencies in India: the Related
25. 1 Topics
CRISIL, ICRA &
Credit Rating CARE
 Credit Rating MY Khan Ch 14
Agencies in India:
1
26. CRISIL, ICRA &
CARE

Introduction to MY Khan Ch 6
27. 1
Insurance

Standard clauses in MY Khan Ch 6

28. 1
Insurance contract,

Essential elements of MY Khan Ch 6

29. 1
Insurance contracts,

Principle of MY Khan Ch 6
1
30. insurance, Lecture +
Discussion
Insurable interest, MY Khan Ch 6
31. 1
indemnity

MY Khan Ch 6
IRDA –role and
Insurance: 1
32. functions
Standard clauses

33. Quiz 2

HR Machiraju Ch HR
34. Introduction to SEBI 1 12+ LM Bhole Ch Machiraju
7 Ch 12+ LM
Bhole Ch 7
HR Machiraju Ch
12+ LM Bhole Ch
35. Trading of Securities, 1
7

HR Machiraju Ch
36. 1 12+ LM Bhole Ch
7
Market Regulation
by Companies Act , HR Machiraju Ch
Securities
Exchange Board 1 12+ LM Bhole Ch
37.
of India 7
 HR Machiraju Ch
Securities Contracts 12+ LM Bhole Ch
38. 1
Regulation , 7

HR Machiraju Ch
SEBI :role and 12+ LM Bhole Ch
39. 1
responsibilities 7

HR Machiraju Ch
Stock Exchanges 1 12+ LM Bhole Ch
40. 7

HR Machiraju Ch
Depositories, 1 12+ LM Bhole Ch
41. 7

Insider Trading HR Machiraju Ch

transactions and 12+ LM Bhole Ch
42. Investor Protection 1 7

43. Viva/ Assignment

Experiential Learning Project 5 Field work Discussion

44.

Readings:

Books Recommended

1. Global Financial Markets: Regulatory Challenges (Author Venkatesh TR Publisher:

ICFAI 2007)
2. Financial Services by MY Khan.
3. Financial Institutions and Markets by L.M. Bhole.
4. Indian Financial System, by MY Khan Tata McGraw Hill, New Delhi.
 5. Indian Financial Systems, by M.R. Machiraju, Vikas Publishing House, NewDelhi
6. Financial System and its Regulation in India by Alok Pandey, G.L. Sharma, V.K. Mehta
McGraw Hill Education (India) Private Limited.
7. Financial Services by Thummuluri Siddaiah

Course Name: Compensation Management

Course Code: 021021508
Number of Credits: 3 Number of Hours: 45
Overview of the Course:

This course will provide a comprehensive picture of compensation management and will help to
students for better understanding about this. This course also discussed the theories, research,
practices and approaches to compensation decision.

Learning Objective(s): At the end of the course the student will be able to:

1. To develop a basic understanding about Compensation Management

2. To explain and apply different forms of compensation to hire the best talent
3. To list the concepts and key constituents in remunerating employees in an organization
4. To illustrate the various employee benefits in terms of compensation
5. To Identify Contemporary Issues in Compensation Management

Course Outcomes:

After completing this course, the students will be able to

CO1: Identify the theoretical concepts, need and forms of Compensation Management

CO2: Apply different techniques of job analysis and job evaluation for effective compensation
management.

CO3: Make use of Performance management system knowledge to solve compensation related
problems in organisation

CO4: Identify the various employee benefits and also, understand legal & taxation issues related
to Compensation management

CO5: Develop an understanding of International Compensation and contemporary issues related

to Compensation management
CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment
PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity
towards a sustainable environment.
PO3: To engage in life‐long learning through research adopting contemporary modes of learning.
PO4: To take decisions on the principles of ethics, integrity and accountability.

PO-CO Mapping
Course
Title Outcome PO 1 PO 2 PO 3 PO 4
No.
1 Strong Moderate Weak Moderate
2 Strong Strong Weak Strong
Compensation
3 Strong Strong Strong Strong
Management
4 Strong Moderate Strong Strong
5 Strong Strong Strong Strong

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format

 Online resources available on the Internet
 Experiential learning (through group/individual assignments submitted through
(Microsoft team)
 Case studies

Evaluation Pattern*:
Tentative
Type of evaluation No. of evaluations Marks
Dates/Sessions

Quiz 2 10th & 44th session 10

Assignment 1 20th session 5

13 September
Mini Project 1 8
2021

Presentation + Viva 1 21 October 2021 7

 Notified by Exam
External Exam 1 45
deptt.

Total 5 evaluations 75 marks

*The Internal evaluation dates are tentative and can change as per the time table and other events
and activities

Course Components:

Component Evaluation/Exam

Quizzes, Assignment and

Part A: Theory and concepts
Written test

Part B: Experiential learning 1 Project

Course Outline:

No
S. . of
Learning Session Sub-Topic(s) to be Mode of
No Broad Topic Ho Outcomes
No. covered Teaching
. ur
s

Compensation 5 To give
Management conceptual aspect
of compensation
and reward Lecture+
Compensation –
management and PPT+
Introduction, Forms of
1 explain monetary 1-5 Discussion
Pay, Pay Model
and non-monetary + Case
Compensation
aspect of Study
compensation and
reward
management.

Economic To give overall 6-9 Economic Theories of Lecture+

2. 4
Theories view of the Compensation PPT+
 Related to theoretical aspects Valuation of Employee Video
Compensation of economic / Compensation (PLWS)+
behavioral Case let
theories impacting Productivity Linked
on formulation of wage Concept.
compensation & Alignment of
reward system Compensation to Market
Forces

Internal Quiz
3. 10
Component 1

Compensation
Management and Job
Design

Strategies and
Techniques of Job
To make student Design
Compensation understand about Lecture+
and Job Design Components of Job
importance of Job 10-16 PPT +
Design
4. 7 design, Job Activity +
Analysis and Job Job Analysis Minor
Evaluation in Project
compensation Job Description

Job Evaluation

Job Assessment

Competency based
approach

Performance related
Performance To apprise student
compensation
and of the importance 17-20 Lecture +
5. Compensation 4 of performance Compensation PPT +Case
and compensation management and PMS Study
linked with it and
give them an idea Main Features of PMS
 about the concept PMS and
and practices of Organizational Strategy
variable pa.
Team Based
Compensation Plans

Internal Assignment
6. 20
Component 2

Internal Project
7 20
Component 3

Executive
Compensation- Its
Importance

Executive
Compensation Theories
Executive To give some idea Components of Lecture+
Compensation about the different Executive PPT
8. 4 elements of 21-24 Compensation +Discussio
executive n + case
compensation Different Criteria in study
Executive
Compensation

Fixed and Variable

components of
Executive
Compensation

To make student Employee Benefits

aware of the Types of Employee
Employee benefits and
Benefits Benefits
services and give Lecture+
9. 4 them different 25-28 Statutory benefits PPT + Case
classification of Study
Fringe benefits
benefits and
services available Legal obligations with
in the industry regard to benefits
 Legal and Taxation
To give student issues in Employee
some idea about compensation
income tax law
Income Tax Act and
and its provision
Legal Aspects Other Employment
of Laws affecting
Compensation 29-35 Compensation.
To make students Lecture+
11. 7
aware about the Tax treatment of PPT
concept, Various Components of
importance of Compensation
VRS and the
Collective bargaining
factors that makes
and Compensation
VRS successful or
Fixation
otherwise
VRS

Internal 2 36-37 Presentation +Viva

12.
Component 4

4 International
To give an insight Compensation
about global Management
dimension of Cultural aspects of
compensation and International
provide the Compensation
International information about
the different Components of Internal Lecture +
Compensation 38-41
element that are Compensation PPT
13.
required to be +Discussio
Approaches to n + Article
considered while
International
computing
Compensation
expatriates’
compensation to International
the students Compensation Design

Compensation issues
related to Repatriation
 Contemporary 3 Emerging Trends in
Issues in To make student Employee Lecture +
aware of the 42-44 PPT+
14. Compensation Compensation
emerging trends Discussions
in compensation Innovation in + Activity
Compensation

Internal Quiz
15. 45
Component 5

Revision and problem

16. Revision 1 45 Tutorial
discussion

Books Recommended:

 Compensation Management by DK Bhattacharya – Oxford University Press

 Compensation – Milkovich, Newman, Venkata Ratnam – McGraw Hill
 Henderson – Compensation Management in a Knowledge-Based World, Pearson
 Reward Management - Armstrong, Murlis, Hay Group Kogan Page
 People, Performance & Pay - Flannery, Hofrichter, Platten – Free Press

Journals & Magazine:

 Compensation and benefit Review
 Human Resource Management Journal
 The International Journal of Human Resource Management
 Human Resource Management Review
 South Asian Journal of Human Resource Management

Course Name: Organizational Development and Change

Course Code: 021021509

Credits: 3

Level: 3

Number of Hours:- 45

Course background:
Organizational Development and Change is an essential process in the organization. It helps in
bringing out the planned changes to increase organizational effectiveness. It also prepares
businesses for unplanned and unforeseen changes by introducing various interventions that help
the organizations in staying agile and sustain in future.

Learning Objective:

The purpose of this course is to provide an understanding of the concepts and models of
organisational development and change. It will help students to identify differences between
planned and unplanned changes. It will discuss the process of OD and Change and highlight
various interventions and strategies used in the organizations to facilitate changes. It will also
appreciate the role of varied factors and OD consultants in organization development and expose
students to its various facets.

Course Outcomes:

After completing this course, the students will be able to

CO1: To provide valuable insight about the meaning and need for organization change and
organization development for maintaining the effectiveness of the organization.

CO2: To help students understand the process of Organization Development

CO3: To demonstrate to the students the complex nature of organizational change and
development.
CO4: To identify various factors influencing organizational change and development.
CO5: The students can apply different interventions necessary for achieving the organizational
goals.

CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment
PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity
towards a sustainable environment.
PO3: To engage in life‐long learning through research adopting contemporary modes of learning.
PO4: To take decisions on the principles of ethics, integrity and accountability.
Mapping
PO1 PO2 PO3 PO4

CO1 Strong Moderate Moderate Moderate

 CO2 Strong Moderate Moderate Moderate

CO3 Strong Moderate Moderate Moderate

CO4 Strong Moderate Moderate Moderate

CO5 Strong Moderate Moderate Moderate

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format

 Online resources available on the Internet
 Experiential learning (through group/individual assignments)
 Case studies
Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz 2 10

Mini Project/Assignment 1 15

Case study evaluation 1 5

External Exam 1 45

Total 4 evaluations 75 marks

Course Components:

Component Total sessions Evaluation/Exam

2 Quizzes and
Part A: Theory and concepts 45
written test

Part B: Experiential learning - 1 Project

Course Outline:
 No of Hours Mode of
S. No. Topic Sub-Topic(s) to be covered
Teaching

Definition of organizational
development, The nature of
1-4 Lecture+ PPT
planned organizational change
and its importance.
Foundations of Models of OD, Basic Lecture+
1 Organizational assumptions, values and beliefs 5-7 Discussion +
development in OD Case Study

Historical background 7-8 Lecture+ PPT

The OD practitioner as change Lecture+ PPT

9-10
agent. + Discussion

Difference between planned and

Lecture+
unplanned change, Managing
PPT+
change better for organizational 11-13
Discussion
effectiveness.
Initiating and (Cases)
Leading
2. Organizational Models of planned change
Change & Lewin’s model and Kotter’s 14-16 Lecture+ PPT
development model.

Issues involved in the

Lecture+
implementation of change-
17-20 PPT+
resistance to change and how to
Discussion
deal with it.

3 Internal Component 1 Quiz 1 and 2 Assignment/Project (Allocation)

Entering & Contracting,

The process of Lecture+ PPT
4 Diagnosing, Collecting and 21-24
OD +Role
analyzing information
 Feeding Back Diagnostic play/Case
information, Designing 25-26 study
interventions

Evaluating and Institutionalizing

27-28
OD interventions

Issues in client-consultant 29-30

relationships.

Internal Component 3 Case Study Analysis

5

31-33

Definition, factors to be
considered, choosing and
sequencing intervention
activities, classification of OD
interventions
Lecture +
Human process interventions 34-36 PPT+
(individual, group and inter- Discussions
group human relations).

Individual based: coaching, 37-38

counseling, training, behavioral
OD modeling, delegating, leading,
6
Interventions morale boosting, mentoring,
motivation, etc.

Group based: conflict 39-40

management, dialoging, group
facilitation, group learning, self-
directed work teams, large scale Lecture+ PPT
interventions, team building, and + Case- lets
virtual teams. and
Inter-group based: Organization 41-42 Discussions
mirroring, third party peace
making interventions. Techno
structural interventions.
 7 Internal Component -2 Mini Project/Assignment submission

43 Lecture +
Industry
Role of OD consultant,
examples/cas
8 Ethics in OD es

44 Lecture +
Competencies of OD consultant PPT
+Discussion

9 Internal Component 4 Quiz

10 Revision and Doubt Clearing 45 Tutorial

Books Recommended:

1. Singh, K. (2009). Organisation change and Development. Excel Books India.

2. Sharma Radha, R. (2007). Change management-Concepts and Applications. TMH
Edition, 3, 33-36.
3. Harigopal, K. (2006). Management of organizational change: Leveraging transformation.
Sage.
4. Cummings, T. G., & Worley, C. G. (2008). Organization development and change.
Cengage Learning.
5. French, W. L. (2006). Organisation Development & Training, 6E. Tata McGraw-Hill
Education.
6. Organization Development: Behavioral Science Interventions, Wendell L. French, Cecil
H. Bell, Vohra Veena, 6th Edition, Pearson Education
7. Anderson L. Donald. Organisation Development, Sage Publication
8. Krishnamacharyulu C.S.G & Ramakrishnan Lalitha.Organisation Development. PHI

Course Name: India’s Foreign Trade

Course Code: T2381

(UG/PG): UG

Number of Credits: 3
Level: 3

Learning Objective(s):

1. Students should build an understanding of India’s Foreign trade in tandem with new
government policies impacting the same.
2. Students should be able to understand the functioning of government policies in
managing the exchange rate and the balance of payments in the country.

Course Outcomes :

1. To be informed about various commodities that India exports and imports and their
dimension along with India’s foreign trade position in the global market.

2. Develop an understanding of how Indian companies are facing problems at the

international level like TRIPS, TRIMS, and GATS.

3. To utilize the knowledge about the various incentives provided to the Indian exporters by
commercial banks and EXIM in solving practical business problems.

4. To acquire knowledge on government infrastructure for export promotion.

5. To make use of knowledge about various International trade theories to identify the
growing need for Foreign capital is being realized by the Government with the
management of external debt.

CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment
PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity
towards a sustainable environment.
PO3: To engage in life‐long learning through research adopting contemporary modes of learning.
PO4: To take decisions on the principles of ethics, integrity and accountability.
Mapping
 PO1 PO2 PO3 PO4

CO1 Strong Weak Strong Moderate

CO2 Strong Weak Strong Moderate

CO3 Strong Weak Strong Moderate

CO4 Strong Weak Strong Moderate

CO5 Strong Weak Strong Moderate

Teaching Pedagogy:

● PPTs/ Lecture Notes in PDF format (uploaded in Google classroom)

● Online resources available on the Internet
● Experiential learning (through group/individual assignments submitted through Google
classroom)
● Case studies
Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz 2 10

Mini Project 1 15

Viva 1 05

External Exam 1 45

Total 4 evaluations 75 marks

S. Topic Sub-Topic Number of Pedag Reading

no hours ogy material
1 Policy Pre-independence trade policy, 1 Lectur Articles,
framework for e ,Blogs
India's foreign
2 trade Pre-reform trade policies 1 Discus
sion

3 New Trade Policies 2004-09 1 lecture

4 New Trade Policies :2009-14. 1 lecture

5 New Trade Policies :2014-20 1 lecture

6 Article: 1. India warns foreign 1 Discus

e-commerce firms like Amazon, sion
Flipkart over discounts

7 Article2: India’s foreign trade 1 Discus

policy—an opportunity laced sion
with challenges

8 Structure of India's composition of trade 1 lecture Articles,

India's trade ,Blogs
9 Trade partners of India 1

10 Top trade partners and the 1

composition of trade

11 Trade blocs:Introduction 1

12 Trade blocs :India's Association 1

13 Trade blocs :India's Association 1

14 India’s Balance of Payments 1

15 India’s Balance of Payments 1

:Current Situation

16 Import Substitution 1

17 Exchange rate management by 1

the RBI

18 1 Project
19 Experiential 1 Project Articles,
Learning case studies
20 1 Project

21 1 Project

22 1 Project

23 1 Project

24 1 Project

25 1 Project

26 1 Project

Viva

27 Foreign Components of foreign capital 1 Lectur RBI

Capital and e website,
Aid JagdishBha
28 Need of Foreign Capital 1 Lectur gwati-
e Articles
29 Importance of foreign capital 1 Lectur
e

30 Indian Government’s policies 1 Lectur

towards foreign capital inflows e

31 Indian Government’s policies 1 Lectur

towards foreign capital inflows e

32 Foreign capital inflows since 1 Lectur

1991- e

33 Foreign Capital inflow :Policy 1 Lectur

Framework e

34 Foreign Capital inflow:Sector 1 Lectur

wise capital inflow e

35 Foreign Capital inflow :current 1 Lectur

scenario e
 36 Foreign Aid to India 1 Lectur
e

37 External Commercial 1 Lectur

Borrowings e

38 Non-Resident Deposits and 1

India’s External Debt

39 Controversies Controversies in India’s Foreign 1 Lectur Articles,

in India’s Trade - Introduction e case studies
Foreign Trade
40 Controversies in India’s Foreign 1 Lectur
Trade :Industry e

41 Controversies in India’s Foreign 1 Lectur

Trade : Services e

42 opening up of Indian markets. 1 Lectur

e

43 The WTO & Issues related with 1 Works

trade. hop

44 The WTO & Issues related with 1 Works

trade. hop

45 Revision 1

Recommended Books :

1. P. Subbarao - International Business

2. Paul R.Krugman, Maurice &Obstfeld - International Economics

3. Black and Sundaram - International Business

Course : Basics of International Marketing

Semester :5
Credits :3
Course Code : MM P 047
Level :3-4
Course Background

International Marketing is defined as the performance of business activities designed to plan,

price, promote, and direct the flow of a company’s goods and services to consumers or users in
more than one nation for a profit. The only difference between the definitions of domestic
marketing and international marketing is that in the latter case, marketing activities take place in
more than one country. No matter domestic or international the Marketing objective remains the
same for marketers. The objective is to make profit by selling products or services in geographies
which have a demand for them.

Learning Objectives

1. To introduce the students to Marketing procedures and practices at an international level

2. To familiarize them with the changing Marketing strategies at an international level
3. To create an appreciation for a Global Marketing perspective, its challenges and issues.

Course Outcomes

1. The students will be able to demonstrate strong conceptual knowledge in the functional
area of international marketing management.
2. Students will develop analytical skills in identification and resolution of problems
pertaining to international marketing management.
3. Students will be able to draw inferences from the marketing strategies adopted by
corporates in a global scenario.
4. Students will be able to apply their knowledge and concepts to understand challenges and
issues of marketing ethically in a growing international and global context.

CO-PO Mapping:

 PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment
 PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting
sensitivity towards a sustainable environment.
 PO3: To engage in life‐long learning through research adopting contemporary modes of
learning.
 PO4: To take decisions on the principles of ethics, integrity and accountability.
 Mapping
PO1 PO2 PO3 PO4

CO1 Strong Weak Strong Moderate

CO2 Strong Weak Strong Moderate

CO3 Strong Weak Strong Moderate

CO4 Strong Weak Strong Moderate

Pedagogy

1. Lectures and Discussions

2. Case Studies
3. Assignments/Projects, and their Presentations
4. Quiz
5. Application Based Teaching

Evaluation/Assessment:

Type of evaluation No. of evaluations Marks

Quiz

Project

Case study evaluation

External Exam

Total

Course Components:

Component Total sessions Evaluation/Exam

Part A: Theory and concepts 36

Part B: Experiential learning 9

Course Outline:

S. Topic Sub-Topics No. Reading Pedagogy

No. of (Text+Reference)
hrs

1 Introduction Scope and Challenge 2 Chapter 1 Lecture+Discussions

and of International International
International Marketing Marketing by
Philip R. Cateora
Marketing
Mary C. Gilly
Environment John L. Graham
Dynamic 2 Chapter 2
environment of
international trade

History and 2 Chapter 3

geography

The foundations of 2 Chapter 4

cultural
understanding, The
Cultural
Environment of
Global Markets

Cultural dynamics & 2 Chapter 5

Business customs in
global marketing

Political 1 Chapter 6
Environment: a
critical concern

Legal Environment 1 Chapter 7

2 Quiz I

3 Assessing Developing a global 1 Chapter 8 Lecture+Discussions

Global Market vision through
Opportunities marketing research
 Emerging markets 1 Chapter 11

Multinational market 1 Chapter 9

regions and market
groups

International 2 Handouts
Consumer Behavior

Market profiling 1 Handouts

Segmenting at the 2 Handouts

international level

Market entry 2 Handouts

strategies

International 1 Chapter 15
marketing channels

4 Case Study
Analysis

5 Developing Products And 2 Chapters 13 and Lecture+Discussions

Global Services For 14
Marketing Consumers And
Strategies Businesses

Integrated Marketing 2 Chapter 16

Communications
And International
Advertising

Personal Selling And 2 Chapter 17

Sales Management

Pricing For 2 Chapter 18

International Markets

Brand Management 1 Handouts

At The Global Level
6 Legal and Organization 1 Chapter 12 Lecture+Discussions
Ethical Issues Structure for Global
in Marketing
International
Marketing IPR and Trademarks 1 Handouts

Brand Piracy 1 Handouts

Dumping, Home 1 Handouts

Country Image

7 Experiential Project 9
Learning

Newspapers Recommended

 Business Standard
 The Times of India
 The Economic Times
 Business Line

Journals Recommended

 The International Marketing Review, Emerald

 Journal of International Marketing, Sage
 Journal of Global Marketing, Taylor Francis

Books Recommended

 Micheal R. Czinkota, International Marketing, Cengage Publications

 Sak Onkvisit & John H Shaw, International Marketing, Routledge Publications
 Srinivasan R, International Marketing, Phi Learning
 Ramesh Mohan Joshi, International Marketing, Oxford press
 Warren Keegan and Mark C.Green,Global Marketing,9th Edition, Pearson Publishers
 Michael R.Czinkota and Illka A. Ronkainen,International Marketing,8th Edition,
Thomson Southwestern Publishers
 Philip R.Cateora, Mary C.Gilly, John L. Graham, International Marketing, 15th
 Edition, McGraw Hill
 M P Sirohi, International Marketing Management, Surendra Publications
 U.C.Mathur, International Management Text and Cases, Sage Publications

Fundamentals of Rural Marketing

Course: Fundamentals of Rural Marketing

(T2468)

Semester: V

Credits: 3

Level: 3

Course background:

This ever changing market dynamics are designing new paradigms for marketers, enforcing them
to explore new avenues of practicing business. This expedition is now creating expansion scope
for marketers to tap untouched segments and potential market. Eventually, India is hub of rural
consumers which has not yet rightly managed and explored by the market as great potential place
where lot many business opportunities are underlying and giving enough reasons to do business
with rural consumers.

Learning Objective(s):

Following are the few objectives of this course:

1. To understand the present level of penetration of products and services in Rural Markets
and its potential.

2. To familiarize with the changing profile of the rural consumer and at its consumption
pattern.

3. To be exposed to the innovative marketing strategies developed by Indian firms as well

as MNCs for the Rural Markets.
 4. To gain insight on designing product, price, distribution and promotional strategies for
different classes of product targeted at Rural Consumers.

Course Outcomes:

After completing this course, the students will be able to:

CO1: Understand the basics of Rural Market, its width and depth to know how much potential is
lying there.

CO2: To infer the behavioral and purchase pattern of rural consumers for designing future
marketing strategies.

CO3: Associate and understand the existing market strategies pertaining to rural market by national
and international companies serving to rural market.

CO4: To apply knowledge designing product, price, distribution and promotional strategies for
different classes of product targeted at Rural Consumers.
CO-PO Mapping:

PO1: To employ the theoretical constructs to assess and evaluate dynamic global business
environment

PO2: To demonstrate leadership skills in multidisciplinary settings, while exhibiting sensitivity

towards a sustainable environment.

PO3: To engage in life‐long learning through research adopting contemporary modes of learning.

PO4: To take decisions on the principles of ethics, integrity and accountability

Mapping

Course PO1 PO 2 PO 3 PO 4
Outcome
No

CO1 Strong Moderate Strong Week

CO2 Strong Weak Strong Moderate

CO3 Moderate Strong Strong Moderate

CO4 Strong Weak Strong Moderate

Teaching Pedagogy:

 PPTs/ Lecture Notes in PDF format (uploaded in MS Team)

 Class Activity in the form of Case Study and analysis.
 Documentaries and Videos.
 Experiential learning (through group/individual project assignments submitted through
Google sheet/form)

Evaluation/Assessment:

Type of evaluation No. of Marks

evaluations

5 marks each
Quiz
2

Viva 1 5

Project 1 15

External Exam 1 45

Total 4 Evaluations 75

Course Components:

Component Total sessions Evaluation/Exam

2 Quizzes
Part A: Theory and concepts 36
 Part B: Experiential learning 9 1 Project and Viva

Course Outline:

No. Reading
S.
Topic Sub-Topics of (Text+Reference) Pedagogy
No.
hrs

Orientation to 1 Badi R.V /Badi Discussion and

students about NV [2004] Rural through Case
Marketing elective ,Marketing referrals
focusing on rural
1 Introduction to marketing
Rural Market
What is rural 2 Discussion and
Marketing
marketing PPT’s

Status of Rural 1 Discussion and

Market across the PPT’s
globe
 What is rural PPT’s
economy comprising 1
off.

Percentage of Rural PPT;s

Eco and various 1
2 Rural Economy challenges

Discussion on Rural Discussion

economy
1
and its status

Rural Market Discussion and

1
Environment PPT’s
Rural Market
structure of Indian Discussion and
Environment 1
Agriculture PPT’s
3 and structure of
Indian Rural Market Case Study
Agriculture Environment and
1
structure of Indian
Agriculture

What do rural Discussion and

1
consumer value PPT’s
Rural
Three dimensions Discussion,
4 Consumer 1
characterizing RC videos and PPT’s
Behaviors
Three dimensions Discussion,
2
characterizing RC videos and PPT’s

Quiz-1

Rural Consumer
1 Class Activity
Rural Segment
Segmentation,
5 Targeting 1 Class Activity
Targeting &
Positioning Class Activity
Positioning 2
and Discussion
 Prerequisite of Discussion,
designing Rural 1 videos and PPT’s
Product.

How to price Rural Discussion, and

products PPT’s

Rural Product
6
& Pricing
2

Rural Distribution Discussion and

Distribution Strategies for Rural 1 PPT’s
Strategies Market
7
Challenge: Discussion and
distribution network 1 PPT’s
design

To understand need to Discussion,

answer questions videos and PPT’s
1
related to rural
communication

Rural Challenges in rural Discussion,

8 1
Communication communications videos and PPT’s

Rural promotional PPT’s, Videos

strategies
1

Quiz-2
 What are the recent PPT’s, Videos
Role of Agri 1
trends in Agri retail
retail
9 What kind of rural
Innovation in
Rural India innovations are 1 PPT
happening in India

Future Direction of PPT’s

1
Rural Marketing
Future
Direction of Future Direction of PPT’s
10 1
Rural Rural Marketing
Marketing
Future Direction of Case Study
1
Rural Marketing

Transformation Discussion,
Transformation of
of Indian videos case
11 Indian Agriculture, 1
Agriculture, study and
Vision 2020
Vision 2020 PPT’s.

Field Project
To get
real time Compilation of
12 12
exposure how Project
rural market
works

Project Submission Viva (3 classes for Viva)

Books Recommended

1. KashyapPradeep / RautSiddharta [2008] Rural Marketing : Text and Practice – Biztantra.

2. Varma /Jiloka/Mandal [2006] Rural Agricultural and marketing Deep and Deep Publisher
Pvt Ltd.
 3. Badi R.V /Badi NV [2004] Rural ,Marketing Himalaya Publisher .
4. Rajago Pal [1998] Rural Marketing Rwat Publication.
5. Velaydhan S.K [2007] Rural Marketing 2nded Response Books.
6. KrishnamaCharyulu C.S.G / Ramakrishnan [2002] Rural Marketing Text nad cases
Pearson Education
7. Rural marketing- Thrust and Challenges by Anjali Saxena, Samiuddin, Harsh Dwivedi
and M Rahman, Rawat Publications, 1997
8. Marketing Management: New Paradigms by Batra and Dangwal, Deep and Deep
Publications, 1991
9. Marketing Management and Rural Marketing by BalramDogra, Commonwealth
Publications, New Delhi, 1990
10. Rural Marketing in India by K S Habeeb-ur-Rehman Himalaya Publishing 2003
11. Velayudhan, Sanal Kumar, Rural Marketing: Targeting the Non-Urban, Sage
Publications.
12. Gopalaswamy, T.P. Rural Marketing .Wheleer Publishing
13. Varma /Jiloka/Mandal [2006] Rural Agricultural and marketing Deep and Deep Publisher
Pvt Ltd.

Internal Evaluation Pattern

S. N. Type Proposed period Marks

1 Quiz-1 Mid-September 5

2 Project Allotted date of Topics 1st week 10(for

of Sept. Project)+5(syn
opsis)

Submission Date of Synopsis: 4th

week of Sept.

Submission of final report:

1st week of November.

3 Quiz-2 2nd week of October . 5

4 Viva November 2nd Week 5

TOTAL 30
Course Name: Introduction to Digital Marketing

Course Code: MM U052

(UG/PG): UG

Number of Credits: 3

Course Objective(s): Students will gain an understanding of digital marketing concepts and its
mechanics. The primary objective of this course is to examine and explore the role and importance
of digital marketing in today’s rapidly changing business environment. It also focusses on how
digital marketing can be utilised by organisations and how its effectiveness can measured. The aim
of this course is to:

1. provide students with the essential philosophies and practices of marketing and digital
marketing technologies
2. equip students with specific knowledge in the areas of digital marketing communications
3. familiarise students to methodologies, tools and technologies involved in digital marketing
4. provide students with sufficient background that will allow them to pursue their careers in
the Digital Marketing area
Course Outcome(s): On successful completion of this course, the student will be able to:

1. Explain the role and importance of digital marketing in a rapidly changing business
Landscape
2. Discuss the key elements of a digital marketing strategy
3. Illustrate how the effectiveness of a digital marketing campaign can be measured
4. Demonstrate advanced practical skills in common digital marketing tools such as SEO,
SEM, Social media and Blogs
Pedagogy:

1. Lectures and Discussions

2. Case Studies.
3. Assignments/ Projects
4. Flipped Learning
5. Application Based Teaching
6. Mind Mapping Exercises

Pre-learning: Fundamentals of Marketing

 S.No. Topic Hours

1. The internet as a medium of communication and how the digital 4

media differs from traditional mass media.

2. Approaches used for developing a digital marketing plan 4

3. Web Site Best Practices - Navigation & Usability, Design & 6

Presentation, Content, E-commerce. The issues related to creating,
branding and maintaining a website in an effective manner

4. Social Media, Conversations, Community & Content - What is 6

Social Media? Marketing Through Social Media: Blogs, Podcasts,
Wikis, Video; Social Networks, Online Communities & Virtual
Worlds

5. The Importance & Power Of Search - Search Engine Visibility - 4

Search Engine Marketing

6. What Is Online Advertising? 'Traditional' online ads - Banners, 6

Buttons and Pop-Ups; Rich Media advertising; Pricing Models &
Delivery Options; Targeting the right customer using suitable online
methods

7. Mobile and email marketing campaigns – developing customer 4

engagement strategies to target the right customers with suitable
offers

8. Viral, Buzz Marketing & Word-of-Mouth; Media Allocations; 4

Cross-channel Marketing strategies

9. Case studies 7

Suggested Books / Reading Material:

1. Digital Marketing: Strategy, Implementation and Practice, Dave Chaffey, Fiona Ellis-
Chadwick Pearson Publication, 5th Edition Jul 2012
2. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation by Damian Ryan, Calvin Jones, Publisher: Paperback, 2nd edition 2012
Suggested Evaluation Methods:

1. Assignment/ Case Study

2. Group project – Based on Experiential Learning
3. Online Quiz
4. Viva - Voce