SPPU - MBA Revised Curriculum 2019 CBCGS & OBE

Pattern Generic Core (GC) Courses - Semester IV

Semester IV 401 – Enterprise Performance Management

3 Credits LTP: 2:1:1 Compulsory Generic Core Course

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE ABILITIES COURSE OUTCOMES
CO401.1 REMEMBERING Enumerate the different parameters & facets of management control of an
enterprise.
CO401.2 UNDERSTANDING Illustrate the various techniques of enterprise performance management
for varied sectors.
CO401.3 UNDERSTANDING Determine the applicability of various tools and metrics as a performance
evaluation & management tools.
CO401.4 APPLYING Analyse the key financial & non-financial attributes to evaluate enterprise
performance.
CO401.5 ANALYSING Formulate the various parameters to evaluate enterprise performance
effectively through implementation of strategy.

1. Performance Management: Concept, Need, Linkages with Strategic Planning, Management Control and Operational
Control. Performance Evaluation Parameters: Financial – Responsibility Accounting –Concept of Responsibility Centers,
Revenue Centre, Expense Centre - Engineered and Discretionary costs – Committed costs, Profit Centre, Investment
Centers. ROI, ROA, MVA, EVA – DuPont analysis. (Numerical Not expected – Interpretation only) Limitations of Financial
Measures. (8+1)
2. Performance Evaluation Parameters: Non-Financial Performance measures – Balanced Scorecard, Malcolm Baldrige
Framework. Measuring SBU Level Performance: Concept, Need, and Linkages with Enterprise Performance
Management – Goal Congruence. Transfer Pricing – Objective, Concept, and Methods – Cost based, Market price based
& Negotiated, Applicability of Transfer Pricing. (Numerical / Case is expected) (7+1)
3. Capital Expenditure Control: Concept, Need, Process of Capital Budgeting, Types of capital expenditure decisions –
pre-sanction, operational and post-sanction control of capital expenditure. Tools & Techniques of Capital Expenditure
Control: Performance Index, Technical Performance Measurement, Post completion audit. Performance Evaluation
Parameters for Projects: Project Control Process: Setting base line plan, measuring progress and performance,
comparing plan against action, Taking action, Schedule variance (time overruns), Project Cost Variance (cost overruns).
(8+2)
4. Performance Evaluation Parameters for Banks: Customer Base, NPAs, Deposits, ROI, Financial Inclusion, Spread,
Credit Appraisal, Investments. Performance Evaluation Parameters for Retail: ABC analysis, Sell Through Analysis,
Multiple Attribute Method, Gross Margin Return on Investment (GMROI), GMROI as Gross Margin/Average Inventory
at Cost, Performance Evaluation Parameters for Non-Profit: Features of Non-profit organizations, fund accounting,
governance, product pricing, strategic planning & budget preparations, social audit. (8+2)
5. Performance Evaluation Parameters for E-Commerce: Features of E commerce, Need of evaluation, Metrics for
performance evaluation: Business metrics, Traffic metrics, Conversion matrix & Audience involvement metrics. Various
KPI used by E Commerce industry : Website traffic , referral traffic, conversion rate optimization, bounce rate of website,
repeat visit, cart abandon rate, cost per conversion, average order value, revenue on advertising spend, customer life
time value, net promoter score, churn rate. Audit Function as a Performance Measurement Tool: Financial Audit,
Internal Audit, Cost Audit, Management Audit – Principles and Objectives (Audit Reports / Formats are expected to be
discussed in the class from a performance measurement perspective). (9+1)

Suggested Text Books:

1. Management Control System by Robert Anthony & Vijay Govindrajan, Tata McGraw Hill Publishing Co. Ltd.
2. Management Control in Non Profit Organizations by Robert Anthony & David Young, McGraw Hill International
Publication
3. Retailing Management by Swapna Pradhan, TMGH

Suggested Reference Books:

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1. Project Management by K.Nagarajan, New Age International Publications
2. Principles and Practices of Auditing by Ravindar Kumar & Virendar Sharma, PHI.
3. Principles and Practices of Banking by Indian Institute of Banking & Finance, MacMillan India Ltd.
4. Financial Management by Prasanna Chandra, TMGH
5. E business: A Canadian perspective for a Networked World , Gerald Trites, J. Efrim Boritz Pearson

Semester IV 402 – Indian Ethos & Business Ethics

3 Credits LTP: 2:1:1 Compulsory Generic Core Course

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE ABILITIES COURSE OUTCOMES
CO402.1 REMEMBERING DESCRIBE major theories, concepts, terms, models and framework of Indian
ethos and business ethics. DISCOVER the contemporary Issues in Business
Ethics
CO402.2 UNDERSTANDING CLASSIFY and RECOGNIZE Karma, Karma Yoga and discover its relevance in
business setting, ILLUSTRATE the business ethical decision rationale derived
from Indian Heritage Scriptures.
CO402.3 UNDERSTANDING APPLY Principles, Theories, Models and Framework of Indian ethos and
business ethics in order to incorporate value system in work culture and
work place.
CO402.4 APPLYING DEVELOP and EXHIBIT analytical, problem solving skills, and work ethos by
COMPREHENSION and PRACTICE of Indian ethos and value system
CO402.5 ANALYSING IMPLEMENT, EVALUATE, and FACILITATE ethical business behavior and
promote sustainable business ecology, improve profitability, foster business
relation and employee productivity.
CO402.6 CREATING ELABORATE Ethical dilemmas in different business areas of marketing, HRM
and Finance and ADAPT dilemma resolution interventions by referring to
certain norms, theories and models of Eastern Management.

1. Indian Ethos and Values : Its relevance at Workplace: Indian Ethos- Meaning, Features, Need, Evolution,
Relevance, Principles Practiced by Indian Companies, Requisites, Elements, Role of Indian Ethos in Managerial Practices,
Triguna Theory-OSHA Model. Work Ethos meaning, dimensions of Work Ethos. Values - Concepts, Values in business,
Value system in work culture, and Values of Indian Managers, Relevance of Value Based Management in Global Change;
Impact of values on Stakeholders; Trans-Cultural Human Values, Ethics v/s Ethos, Eastern Management v/s Western
Management. (8+2)
2. Indian Model of Management: Concept of Indian Model of Management in the Indian socio-political environment,
Laws of Karma and its relevance in business settings, Indian Heritage in Business-Management. Production and
Consumption: Management lessons from Indian heritage scriptures (like Mahabharata & Ramayana), Leadership
Pointers from Kautilya’s Arthashastra, VEDA Model of Leadership, Corporate Rishi Model, Theory K, WE theory ( West-
East Theory) (11+2)
3. Business Ethics as Applied ethics: Meaning, Characteristics of Business Ethics, Importance of Business Ethics (Long
Term growth, Cost reduction, Risk mitigation, Limited resources, etc.) Types of Business Ethics (Transactional Ethics,
Participatory Ethics, Recognition Ethics), Factors influencing business ethics. Categories of Ethics (Personal, Professional,
Managerial) Business Code of Conduct),
4. Approaches to Business Ethics: Consequentialist & Non- Consequentialist Theories of Ethics - Deontological Theory
& Teleological Theory, Kohlberg Six stage moral development. (11+2)
5. Ethical decision making in business matrix: Framework of Ethical decision making, Ethical dilemmas in different
functional areas of Business (Finance, Marketing HRM and International Business), Intellectual Property Rights and
Business Ethics, Ethical challenges for Managers, Ethical Decision Making process, it's Model -STEP Model, PLUS Filter
Model.(8+2)
6. Applications of Ethical Principles to Contemporary, Moral and Ethical problems / issues related to Business:
Contemporary cases on Corporate Strategy and Climate Change, Corporate Strategy and Natural resource depletion,
Corporate Social Responsibility, transparency and accountability, Social Media and E-Platforms. Current ethical issues
like Bank scams, Airlines etc. (7+2)

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Suggested Text Books:
1. Business Ethics (Concept, Application, Framework and Cultural Impact) k. Aswathappa, J. Ushar Rani, Sunanda
Gundavajhala, Himalaya Publishing House
2. Ethics in Management and Indian Ethos, Biswanath Ghosh , Vikas Publishing House
3. Indian Ethos of Management, Tushar Agarawal and Nidhi Chandorkar, Himalaya Publication House.
4. Indian Ethos and Values for Managers, Khandelwal , Himalaya Publishing House

Suggested Reference Books:

1. Indian Ethos & Values In Management, Nandagopal R, Ajith Sankar, Tata McGraw Hill Publishing Co. Ltd.
2. New Mantras in Corporate corridors From Ancient Routes to Global Roots, Subhas Sharma, New Age
International Publishers
3. Business Ethics: Concepts and Cases, Velasquez, Pearson Education India.
4. Corporate Chanakya , Radhakrishnan Pillai , Jaico Publishing House

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Semester IV 405 – Global Strategic Management
2 Credits LTP: 2:0:0 Generic Elective – University Level

CO# COGNITIVE ABILITIES COURSE OUTCOMES

CO405.1 Remembering Define the concept and key terms associated with the global strategic
management.
CO405.2 Understanding Describe in detail global strategic alliance, merger and acquisitions.
CO405.3 Applying Demonstrate various global organisation models in global strategic
management context.
CO405.4 Analyzing Examine various entry and business-level strategies from global strategic
management prospective.
CO405.5 Evaluating Explain globalization, innovation, and sustainability and challenges to
strategic management.
CO405.6 Creating Design global strategies and understand their relative merits and demerits.

1. Introduction: The phenomenon of Globalisation Localisation and Glocalization, Factors that push globalisation,
The benefits of globalisation, factors that work against globalisation, The localisation pushes, The benefits of
localisation and Globalisation, The Global Integration/Local Responsiveness Grid. Strategy making strategy
implementing and strategic managing; Globalization and strategic management; Strategic flexibility and learning
organization. Competitive strategy and competitive advantage in global market. Assessing Countries’ Attractiveness:
Country attractive Market and industry opportunities, Assessing industry opportunities, Country risk analysis. (5+1)
2. Market Intelligence and Designing a Global Strategy : Market Intelligence: Drivers and Benefits, Key Success
Factors of World Class Market Intelligence, Intelligence Scope, Intelligence Process, Intelligence Tools – Collecting,
Storing, and Communicating Intelligence. Designing a Global Strategy: Entry strategies, Direct Exporting, Licensing,
Partnering, Joint Ventures, Buying an organization, Piggybacking, Turnkey Projects, Greenfield Investments. Increased
Market Size, Return on Investment, Economies of Scale and Learning, Location Advantages. (5+1)
3. Global Strategic Alliances and Resources and Business-Level Strategy: Strategic Alliances: Global versus local
alliances, typology and framework, Value potential, Partner analysis, Negotiation and design, Implementation of
alliance management, Global multilateral alliances, Alliance constellation management, Criteria for successful
alliances. Global Mergers and Acquisitions: The rationale for cross-border M&As, Cross-border acquisitions
performance, Deciding on the M&A, Integrating the companies: the integration phase, Integrating the companies: the
transition phase, Integrating the companies: the consolidation phase (Case studies of global strategic alliances and
global mergers and acquisitions are expected). (5+1)
4. Designing a Global Organisation: Structure, processes and culture, global functional model, geographical model,
single matrix model, multi-business global product division model, multi-business geographical model, multi-business
matrix model, Hybrid structural models, transnational model. (5+1)
5. Globalization, Innovation, and Sustainability: Challenges to Strategic Management: Impact of Globalization,
Innovation, Sustainability, Theories of Organizational Adaptation, Creating a Learning Organization, Environmental
Scanning, Strategy Formulation Strategy Implementation, Evaluation and Control, Feedback/Learning Process, Resources,
Capabilities, and Core Competencies, Building Core Competencies, Four Criteria of Sustainable Competitive Advantage.
Issues in global strategy implementation; strategy evaluation and control. (5+1)

Suggested Text Books:

1. Lasserre, Philippe, Global Strategic Management (4th Edition), Palgrave Macmillan, Bristol, Great Britain, 2003.
2. Michael Hitt, Duane Ireland and Robert Hoskisson, Concepts Strategic Management Competitiveness &
Globalization (9th Edition), South-Western Cengage Learning Mason, USA, 2011.
3. Hans Hedin, Irmeli Hirvensalo, Markko Vaarnas, The Handbook of Market Intelligence Understand, Compete and
Grow in Global Markets, John Wiley & Sons Ltd, West Sussex, United Kingdom, 2011.
4. Lorange, P. and J. Roos, Strategic Alliances: Formulation, Implementation, and Evolution, Blackwell, Oxford.
5. Gerardo R. Ungson and Yim-Yu Wong, Global Strategic
6. Management, Segment Books New Delhi, 2009.
7. Global Strategic Management, Kamel Mellahi, J. George Frynas, and Paul Finlay, Oxford University Press, New

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Pattern
8. Globalization and Business, Johnd Daniels, Leeh. Radebaugh, and Daniel P. Sullivan, Prentice Hall of India Private
Limited, New Delhi, 2002.

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Suggested Reference Books:
1. Thomas Wheelen and David Hunger, Strategic Management and Business Policy - Toward Global Sustainability
(13th Edition), Pearson Education, New Jersey, USA, 2012
2. Thomas Wheelen, David Hunger, Alan Hoffman and Charles Bamford, Strategic Management and Business Policy
Globalization, Innovation, and Sustainability (14th Edition) Pearson Education Limited, Essex, England, 2015
3. Davidson, W.H., Global Strategic Management, John Wiley, New York.
4. Eayerweather, W.H. International Business Strategy and Administration Ballinger Publishers, Cambridge Mass.
5. Hitt, Michael A., R.Duane Ireland and Robert E. Hokisson, Strategic Management: Competitiveness and
Globalization, 4th Ed, South Western College Publishing, Australia, 2001.

Semester IV 408 – Corporate Social Responsibility & Sustainability

2 Credits LTP: 2:0:0 Generic Elective – University Level

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE ABILITIES COURSE OUTCOMES
CO408.1 REMEMBERING Enumerate the different concepts, legislative provisions, environmental
aspects, best practices, complexity, scope, reports, social framework etc.
related to CSR, business ethics & sustainability development.
CO408.2 UNDERSTANDING Compare different CSR theories, cases, dimensions of Sustainability and
demonstrate a multi stake holder perspective in viewing CSR, Business ethics
& Sustainability issues etc.
CO408.3 APPLYING Apply the different models, theories, approaches, cases etc. for
implementation & monitoring of CSR activities & Sustainability and its impact
on corporate culture & society at large.
CO408.4 ANALYSING Analyze the different reports, cases, various legal issues relating to CSR,
different sustainability reports and various national and global initiatives
related to CSR, Business ethics & Sustainability.
CO408.5 EVALUATING Evaluate the level of commitment of different organizations to CSR, Business
ethics in attaining Sustainability development & show its competitive
advantages.
CO408.6 CREATING Create & Implement a CSR policy in attaining Sustainability development and
its impact on various stakeholders.

1. Corporate Social Responsibility: Fundamental Concepts, Nature and Significance of CSR.Principles of CSR:
Accountability-Transparency-Sustainability. Concept of Charity, Corporate Philanthropy, Difference between Charity
and Philanthropy, CSR as a key to business success. CSR as a Marketing and Brandingtool for the businesses, Strategic
advantage of CSR, Corporate Citizenship, and Sustainable Business. Other main aspects: CSR and Corporate Governance,
Environmental Aspects of CSR. Evolution and Implementation of CSR in India. Best Global Practices of CSR, OECD
principles and CSR. CSR Projects: Conducting CSR activity by involving students at Institute level.(5 + 1)
2. CSR Legislations in India: Section 135 of Companies Act 2013. Scope of CSR, Activities under schedule VII,
Leadership and CSR. Identifying the key Stakeholders of CSR, CSR & Triple Bottom Line- 3 aspects (Economic, Social, and
Environmental). Role of Public sector, Non Profit Organizations and Local self-Governments in implementation of CSR
projects. Contemporary issues andhurdles in CSR. Current Trends and Opportunities in CSR, including a Strategic
Business tool for sustainable Development. CSR and Business Ethics, Effect of Globalization on CSR, CSR Funds- Criteria
& Policies with legal framework. Case studies: Major CSR Initiatives. Project Work: Interview of CSR head of any
Organization. (5+1)
3. Introduction to Sustainability & Sustainable Development: Definition & Concept of Sustainability & Sustainable
development, need, importance, education, Philosophical development, Gandhian Thought on Sustainable
Development, Sustainable Development and social framework, equitable distribution, difference between sustainable
development and green development, criticism, 17-Point charterunder United Nations agenda for Global Peace and
Sustainable Development – 2030. Sustainability report. Stakeholder Impact: Stakeholders and the power they wield,
Reducing socio- environmental costs and risks: managing the downside, driving revenues and creating intangible value:
managing the upside. Cast Study – Bhutan Case for Inclusive Growth on Environment protection and Reducing carbon
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footprints, IKEA Company & Sustainability (5+1)
4. Dimensions of Sustainable Development: (a) Environmental: Natural Resources & Resource Depletion,
Management of human energy consumption, Solid waste generation & waste management, Global Greenhouse\

emission, Air & Water Pollution and Climate Change, Ozone Hole NASA report. Understanding ecological
"footprint": Eco-tracking, carbon marketing, carbon credits, economics of sustainability, Designing for
the environment and ‘greening' the supply chain, regulation. (b) Economic: Achieving economic growth
with minimal Environmental degradation, Nature as an economic externality, economic opportunity,
introduction & implementation of inclusive growth models for rural development, Sustainable
livelihoods for tribal communities. (c) Social: Peace, Security, Social equity & justice, Sustainability and
poverty, Human relationship with nature, Human-Nature conflicts, human settlements. Role of
Stakeholders: Stakeholder’s Engagement, Study of business models for sustainable development: Indian
& Global perspectives Role of Volunteers: Role of NGO’s, Industries & citizens’ participation in
sustainable development Project: Prepare a report on how the countries like Sweden, Denmark etc. are
achieving the UN sustainable development goals by performing well in Social & economic issues (5+1)
5. Sustainable Development & Business Ethics: Sustainability reporting: Triple bottom line reports - The content of
sustainability reports (also CSR reports, ESG reports, social and environmental reports) Social accountability standard -
ISO 26000: Social responsibility guidance standard, Global Compact Principles, Environmental Impact Assessment, Life
Cycle Analysis, Social Impact Assessment. Indian Values and Ethics: Respect for Elders, Hierarchy and Status, Need for
Security, Non – Violence, Cooperation, Simple Living high Thinking, Rights and Duties, Ethics in Work life, Holistic
relationship between Man and Nature, Attitudes and Beliefs. Project: Student to study the Covid-19/ any other current
crisis, do a desk research and submit the report.(5+1)

Suggested Text Books:

1. CSR & Sustainability by Michael Hopkins
2. Corporate Social Responsibility by David Crowther and Guler Aras
3. Corporate Social Responsibility in India by Sanjay K Agarwal
4. Triple Bottom Line Reporting and Corporate Sustainability by S Singh, PHI – Eastern Economy Edition.
5. Ethics, Business & Society Edited by Ananda Das Gupta, Response Books
6. Business Ethics by Crane and Matten, Oxford University Press, 2nd Edition.
7. Business Ethics – An Indian Perspective, by Ronald Francis and Mukti Mishra, TMGH.

Suggested Reference Books:

1. Corporate Social Responsibility in India, Cases and Developments after the legal Mandate, Nayana Mitra and
Rene Schmidpeter
2. CSR Strategies-for a competitive edge in emerging markets by Sri Urip
nd
3. The Sustainable Enterprise –Profiting from best practice by Simmons and Simmons, Kogan Page,2 Edition.
nd
4. Business Ethics – Text and Cases by CSV Murthy, Himalaya Publications, 2 Revised Edition.
5. Case Studies on Ethics and Corporate Governance Vol I and II, ICFAI Books
6. Target 3 Billion- Innovative Solutions Towards Sustainable Development , A.P.J. Abdul Kalam, Srijan Pal Singh

Websites
www.india.gov.in
https://www.un.org

Journals
1. Business & Society
2. Journal of Business Ethics
3. Ethics & Accountability in a Context of Governance & New Public Management

E-Resources

https://www.youtube.com/watch?v=dy8kit9gnbM
https://www.youtube.com/watch?v=47Wtk0sGOng
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https://
https://www.youtube.com/watch?v=PDyzNBcD2nM
https://www.youtube.com/watch?v=yv_e1fy3Gsk
https://www.youtube.com/watch?v=FqyaYljTjEw

Semester IV SC – MKT- 06 404 MKT: Marketing Strategy

3 Credits LTP: 2:1:1 Subject Core (SC) Course – Marketing Management

Course Outcomes: On successful completion of the course, the learner will be able to
CO# COGNITIVE ABILITIES COURSE OUTCOMES
CO404MKT.1 REMEMBERING DISCOVER perspectives of market strategy.
CO404MKT.2 UNDERSTANDING UNDERSTAND the intricacies of competitive marketing situations and
ways to handle each situation.
CO404MKT.3 APPLYING BUILD a market strategy through integrating concepts like product life
cycle, adoption, and segmentation, branding, pricing, distribution, and
market communication.

CO404MKT.4 ANALYSING ANALYSE a company’s current situation through applying internal and
external analyses.
CO404MKT.5 EVALUATING EXPLAIN alternative ways to measure the outcome of market strategies.
CO404MKT.6 CREATING CREATE Corporate Advantage by exploring how the scope of firms is
influenced by resources that are shared across products.

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of Marketing Strategy:
Introduction to Marketing Strategy & tactics, Components & Hierarchy, Integrating marketing strategy with the
firm’s other strategies & resources,
Discovering Market Opportunities:
Marketing Strategy - Market Opportunity Analysis, Process of Identification, Formulation, Implementation &
Control, Marketing Plan - Blueprint, Marketing Audit [7+2]
1. Measuring Market Opportunities:
Market Forecasting: Introduction, Purpose, Techniques Forecasting Based on Current Demand: Market build up
method, chain ratios, market factor index method
Forecasting Based on Past Demand: Time series analysis, Trend analysis, Leading indicators
Forecasting through Experimentation: Concept testing, Test marketing
Forecasting through Intentions & Expert Opinion: Buyers intentions, sales force opinion, trade opinion, expert
opinion, Delphi method, Bootstrapping, Cross impact analysis
Market Knowledge Systems:
Marketing Intelligence, Marketing Databases, Marketing Data Touch Points-Significance & Application [7+2]
2. Targeting Attractive Market Segments & Positioning:
Choosing Attractive Market Segments – Segment synergies, Segment invasion strategy, Factors influencing
choice of Targeting, A five step process
Different Targeting Strategies: Mass market, niche market, growth market, Differentiation Based on Product,
Image, Channel, Personnel & Services
Positioning Process: Identifying relevant competitors, identifying determinant attributes, collecting information
on perceptions of products [7+2]
3. Marketing Strategies for New Economy:
Market Specific Strategies: Strategies for New Entrants, Strategies for Growth Market, Strategies for Mature
Market, Strategies for Declining Market,
Organisational Specific Marketing Strategies: Marketing Strategies for Leaders, Challengers, Followers, Niche
Competitive Strategies:
Introduction to Competitive Edge, USP, Integration, Focus, Differentiation, Retrenchment strategies [7+2]
4. Marketing Metrics for Marketing Performance:
Gap Identification & Bridging Tools: Strategic Gap Planning Model, BCG Matrix,Family Portfolio matrix, Porter’s
Five Forces, Ansoff Matrix,Market profitability analysis
Designing Marketing Metrics - Process:
Setting Standards of Performance, Specifying & Obtaining Feedback Data, Evaluating Feedback Data, Taking
Corrective Actions, Organizational issues.Strategic wear-out[7+2]
(Note: Relevant Cases to be discussed for the above Units)

Suggested Text books

1. Strategic Marketing by A. Nag, Macmillan Publication
2. Marketing Strategy by Walker, Mullins, Boyd &Larreche, McGraw-Hill/Irwin
3. Marketing Strategy and Competitive Positioning by Graham Hooley, Brigitte Nicoulaud, Nigel F. Piercy, Pearson
Education, 5th Edition.
4. Strategic Marketing Management-Richard Wilson & Colin Gilligan, Routledge
5. Strategic Marketing: An Introduction by Tony Proctor
Suggested Reference Books
1. Strategic Marketing David.W.Cravens, Nigel.F.Piercy, Tata MacGraw Hill Publication
2. Marketing Strategy: A Decision-Focused Approach-John W. Mullins, By Felix Mavondo, John Gountas, Orville C.
Walker; McGraw-Hill Education; 2nd Revised Edition
3. Strategic Marketing Text & Cases- S. Shajahan, Viva Books
4. Strategic Management & Marketing by Narendra Singh, Himalaya Publication

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5 Strategic Marketing Management -Text &Casesby UC Mathur, Macmillan
Supplementary Reading Material
1. Marketing Warfare: 20th Anniversary Edition By Al Ries, Jack Trout, (McGraw-Hill Education; 2nd edition)
2. Marketing Strategy a Complete Guide - 2019 Edition by GerardusBlokdyk, 5starcooks
3. Blue Ocean strategy-W Chan Kim and Renee A Mauborgne
Websites
Business Strategy-Business Standards
Brand Equity-Economic Times
Audio Visuals link https://www.youtube.com/watch?
v=Fy1pcW9mvNo https://www.youtube.com/watch?
v=RCHofmkLgzs https://www.youtube.com/watch?
v=jF_MDRMFcPs https://www.youtube.com/watch?
v=cZom3AAOsgs

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Semester IV (SE-IL-MKT-16) 412 MKT – Retail Marketing
2 Credits LTP - 1:1:1 Subject Elective (SE) Course – Marketing Management

Course Outcomes: On successful completion of the course the learner will be able to

COGNITIVE
CO# COURSE OUTCOMES
ABILITIES
CO 412 MKT.1 REMEMBERING DEFINE various concepts associated with retail marketing
CO412 MKT.2 UNDERSTANDING EXPLAIN the terms and concepts used in Retail Marketing

CO412 MKT.3 APPLYING ILLUSTRATE value creation & competitive advantage in Retail Marketing.

CO412 MKT.4 ANALYSING ANALYSE the contemporary issues affecting Retail marketing decisions
EVALUATE the effectiveness of Retail marketing mix used by different
CO412 MKT.5 EVALUATING
Retail formats
CO412 MKT.6 CREATING FORMULATE effective retail marketing strategy

1 Introduction to Retailing: Meaning, Nature and Scope of Retailing, Evolution of Retailing,Global and Indian Scenario in
retailing, Drivers of Retail change in India, Opportunities and Challenges in Retailing in India, Major Players
nationally and internationally Importance and Functions of Retailing, Classification of Retailing, Product Retailing vs.
Service Retailing, Retail Management Decision Process, Retail Marketing Environment, Dealing with ethical issues, Social
Responsibility, Environmental Orientation, Waste Reduction at Retail Stores. (4+1)

2 Retail Marketing Strategies: Definition, scope, Importance of Market Segmentation in Retailing, Targeted
Marketing Efforts, Criteria for Effective Segmentation, Dimensions and Differentiation Strategies, Limitations of
Market Segmentation. Retail Planning Process, Retail Models, Retail “EST” model. Formats of Retailing: Super
markets, Hyper Markets, Departmental stores, Convenience store. Retail Institutions categorized by ownership:
Independent, franchising, leased, vertical marketing system; Non- store Retailing.
Store Location -Introduction, Types of Retail Stores Location, Factors Affecting Retail Location Decisions, Location
& Site Evaluation, Site Selection. Store design and Retailing mix, store layout , circulation plan, Floor Space
management Retail Merchandising, Understanding Merchandising Management, Activities of a Merchandiser.
Planogram, Visual Merchandising (7+1)

3 Retail Administration and Planning: Introduction, Retail Store Management, Supply Chain Management, Human
Resource Management, Information System Management, Category management, Assortment planning, Analyzing
merchandise performance, Gross Margin Return on Inventory Management (GMROI), Inventory Turnover Ratio, Sales
Forecasting. Product Mix Trends Mall Management. (4+1)

4 Retail Marketing Communication and Pricing: Introduction, Role of Communication in Retailing, Elements and Marketing
Communication Tools, Retail Marketing Communication Process, Retail Marketing Communication Plan,
Implementing and Evaluating the Retail Communication Programs. Retail Pricing- Introduction, Factors Influencing
Retail Pricing, Setting the Retail Price, Pricing Objectives, Pricing strategies, Pricing Methods, Price Adjustment and
Discrimination. (5+1)

5 Customer Relationship Management and Recent Trend in Retiling: Introduction, Benefits of Relationship Marketing,
Principles of CRM, Customer Relationship Management Strategies, Components of CRM, Customer Service in
Retailing, CRM and Loyalty Program, Role of Technology in Retail Marketing, Applications of IT in Retailing, Data
Warehousing and Data Mining, Use of Barcodes, RFID tags and electronic shelf tagging, E-Tailing, Future Trends
in Retailing with respect to use of technology in retail marketing. (5+1)

Text Book
1. Retailing Management by SwapnaPradhan, TMGH Publication
2. Retail Marketing Management by David Gilbert, Pearson Publication
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3. Retail Business Management by R. Perumalsamy, Anmol Publications
4. Retailing Management by Arif Sheikh, Himalaya Publication
5. Retail Management by Gibson, Pearson Publication
Ref Book
Retail Marketing Management by David Gilbert, Pearson Publication
1. Information Technology for retailing by Khurana, McGraw Hill Publication
2. Retail Management by Michael Levy and Barton. A Weitz, Mcgraw Hill Publicatio
3. Retail Management: A Strategic Approach by Barry Berman and Joel Evans, Prentice Hall College
publication
Websites
1. http://www.indiaretailing.com

MOOC Courses:
2. Introduction to Retail Management – IIMB (Swayam)
3. Retail Management – CEC (Swayam)
1. George E. Rejda

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SPPU - MBA Revised Curriculum 2019 CBCGS & OBE
Pattern
Semester IV SE – RABM – 02 ICT
3 Credits LTP: 2:1:1 Rural &
Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
RABM02.1 REMEMBERING RECALL the basic terminologies related to ICT
RABM02.2 UNDERSTANDING UNDERSTAND the use of ICT with different aspects & various issues & challenges
for ICT information services
RABM02.3 APPLYING Apply the GIS Applications in micro resource mapping
RABM02.4 ANALYSING ANALYZE the different tools and techniques used under ICT in Agriculture
Management
RABM02.5 EVALUATING EVALUATE the common ICT platforms for information services
RABM02.6 CREATING CHOOSE the right ICT as per the requirement of agriculture activity

1. Introduction : Basic terminology , Recent history of adoption of ICT in developing countries , Leapfrogging technology
– the mobile phone , ICT and its ramifications for rural economies , Introduction to various ICT enabled rural services
related to land, education, health, insurance, micro-credit, marketing etc. Village Resource Centre (VRC), Common
resource Centre (CRC), Tele- education, community radio etc. Potential impact
2. ICT for production systems management : Types of ICT information service, , Short-term productivity information
services , Crisis management information services , Long-term productivity information services , Risk management
information services , Common ICT platforms for information services , Collection and analysis , Delivery , Issues and
challenges for ICT information services , Advantages of and opportunities for ICT information services
3. ICT for market access: Types of market access ICT service, Pricing services , Virtual trading floors , Holistic trading
services, Downstream (and upstream) administration , Issues and challenges for market access ICT services , Advantages
of and opportunities for market access ICT services
4. ICT for financial inclusion: Types of financial inclusion, ICT services , Transfers and payments , Agricultural credit ,
Savings for agricultural needs , Insurance , Common ICT platforms for financial inclusion services , Issues and challenges
for ICT financial inclusion services , Advantages of and opportunities for ICT financial inclusion services.
5. Overview of Geographical Information Systems (GIS): Remote Sensing and Image Processing, GPS, GIS Data Modeling,
Geographical Information Systems, Issues and Concerns in Land and Water Management, The GIS Approach. Planning and
Implementing a GIS; Case studies on GIS; GIS and Precision farming; GIS Applications in micro resource mapping, principles
in micro planning, modeling in resource mapping GIS Technology trend and next generation Systems.

Suggested Text Books:

1. Sustainable Agriculture, edited by A. Bandyopadhyay, Bhoovigyan Vikas Foundation
2. Concepts and Techniques of Geographic Information Systems , Lo, C.P. and Yeung, A.K.W. (2002)., Prentice Hall.
3. E- Governance Concepts and case Studies- C.S.R Prabhu , Prentice Hall of India
Suggested Reference Book:
1. Cases on Developing Countries and ICT Integration: Rural Community Development ,edited by Rebecca Nthogo
Lekoko, Ladislaus M. Semali, IGI
2. Fundamentals of Geographic Information Systems. DeMers, M.N. (1999) 2nd Ed., Wiley Press.
3. Principles of Geographical Information Systems Burrough, P.A. and R.A. McDonald (1998), Oxford University
Press

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 Semester IV SE – RABM – 06 Rural Marketing II
2 Credits LTP: 1:1:1 Rural & Agri Business Management

Course Outcomes: On successful completion of the course the learner will be able to
CO# COGNITIVE COURSE OUTCOMES
ABILITIES
RABM06.1 REMEMBERING DESCRIBE the key terms associated with the Strategies of marketing.
RABM06.2 UNDERSTANDING COMPARE and CONTRAST various approaches to pricing for a real world
marketing offering in both rural and urban markets
RABM06.3 APPLYING DEMONSTRATE an understanding of Framework of IMC
RABM06.4 ANALYSING EXAMINE the various distribution Strategies of a real-world marketing offering
RABM06.5 EVALUATING EXPLAIN the rising organized rural retailing, malls & Government initiatives
RABM06.6 CREATING DESIGN the Promotion Strategy in rural marketing

1. Product Strategy: Product decisions, product classifications, product strategy levels, significance of product strategy,
product strategies : assessment of acceptability, product design decisions, types of product strategies, product
innovation strategies, customer value strategies, product identity strategies – branding, product identity strategies –
packaging, brand building strategies, product lifecycle strategies, fighting fakes.
2. Pricing Strategy: Concept and significance, pricing objectives, pricing policy, pricing strategy – the affordability
challenge, rural versus urban, needs integrated approach, pricing for the quality conscious segment, value conscious
segment and price conscious segment , Pricing and environmental factors, pricing for competition, pricing by retailers,
pricing and product lifecycle .
3. Distribution Strategy: Distribution – The Availability Challenge, Distribution Practices, Distribution Trends, Rural
Logistics, Rural Coverage Decision, Geographical Information System for Planning Rural Coverage, Distribution decision
– Direct Versus Indirect, Direct Marketing, Indirect Marketing.
4. Rural Retailing: The rise of organized retailing, types of retail outlets, role of retailers, rural malls, Government initiated
retail outlets, entrepreneur founded malls, agri company retail outlets, retail outlets of petro-chemical companies,
retailing by urban players, PPP models, E Tailing, Training Retailers.
5. Promotion Strategy: IMC – Concept and Management Awareness and Motivation Challenge, Objectives and
Framework of IMC, Promotional Mix, Communication Process, Communication Media, Designing the Communication
Strategy, IMC Strategy, Rural Advertising.

Suggested Text Books:

1. Rural Marketing – Text and Cases, Krishnamacharyulu and Ramakrishnan, Pearson

2. Rural Marketing – Concept and Practices, Dogra and Ghuman, TMGH

Suggested Reference Book:

1. Rural Marketing, Velayudhan, Sage

2. Rural Marketing, Gopalaswamy, Vikas Publishing house
3. Rural Marketing, Badi and Badi, Himalaya Publishing House