Maulana Abul Kalam Azad University of Technology, West Bengal

(Formerly West Bengal University of Technology)

Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)

CURRICULUM
Semester – I
(Credit 4*6=24) MB – 101 Managerial Economics (Micro)
MB – 102 Organizational Behaviour
MB – 103 Business Communication
MB – 104 Legal and Business Environment (Micro and Macro)
MB – 105 Indian Ethos and Business Ethics
MB – 106 Quantitative Techniques
Semester – II
(Credit 4*6=24)
MB – 201 Indian Economy and Policy
MB – 202 Financial Reporting, Statements and Analysis
MB – 203 Marketing Management
MB – 204 Operations Management
MB – 205 Management Information System
MB – 206 Human Resource Management

Semester - III
Common Papers (Credit 4*2=8)
MB – 302 Business Research Method
MB – 301 Entrepreneurship and Project Management

A. Major Papers (Core Papers) (Credit 4*2=8)

DM – 301 Data Science and Visualization

for Digital Marketer
DM - 302 Online Reputation Management

B. Minor Papers (any two papers from the following functional areas) (Credit 4*2=8)
FM/ HR/MM/MIS– 301
FM/ HR/MM/ MIS– 302
FM/ HR/MM/ MIS– 303
FM/ HR/MM/MIS – 304

MB – 303 Internship Project and Viva Voice (Credit=4)

Elective Papers for THIRD Semester

FINANCE HUMAN RESOURCE

CODE COURSE NAME CODE COURSE NAME
FM 301 TAXATION HR 301 TEAM DYNAMICS AT WORK
FM 302 PROJECT APPRAISAL & FINANCE HR 302 HR METRICS AND ANALYTICS
FM 303 BEHAVIORAL FINANCE HR 303 CROSS CULTURAL MANAGEMENT
FM 304 CORPORATE FINANCE HR 304 ORGANIZATIONAL DESIGN

MIS MARKETING MANAGEMENT

MIS 301 DATA MINING FOR BUSINESS MM 301 B2B MARKETING
DECISIONS
MIS 302 E-COMMERCE & DIGITAL MARKETS MM 302 SALES & DISTRIBUTION MANAGEMENT
MIS 303 MANAGING SOFTWAREPROJECTS MM 303 IMC/ PROMOTION STRATEGY
MIS 304 DATA SCIENCE USING R MM 304 MARKETING RESEARCH
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Semester – IV

A. Major Papers (Core Papers) (Four papers from Digital Marketing) (Credit 4*4=16)

DM – 401 Search Engine Optimization

DM – 402 Search Engine Marketing
DM- 403 Website Development
DM – 404 Website Anatytics
B. (Any Two from Minor Functional areas) (Credit 4*2=8)
Elective Papers for Fourth Semester

FINANCE HUMAN RESOURCE

CODE COURSE NAME CODE COURSE NAME
FM 401 INVESTMENT ANALYSIS & HR 401 MANPOWER PLANNING RECRUITMENT &
PORTFOLIO MANAGEMENT SELECTION
FM 402 MANAGING BANKS & FINANCIAL HR 402 EMPLOYEE RELATIONS & LABOUR LAWS
INSTITUTIONS
FM 403 MERGERS, ACQUISITION & HR 403 COMPENSATION & BENEFITS
CORPORATE RESTRUCTURING MANAGEMENT
FM 404 FINANCIAL DERIVATIVES HR 405 STRATEGIC HRM

MIS MARKETING MANAGEMENT

MIS 401 DATA WAREHOUSING MM 401 CONSUMER BEHAVIOUR
MIS 402 MANAGING DIGITAL PLATFORMS MM 402 RETAIL MANAGEMENT
MIS 403 STRATEGIC MANAGEMENT FOR IT MM 405 PRODUCT & BRAND MANAGEMENT
MIS 404 BUSINESS DECISION MM 404 SERVICE MARKETING
USING ADVANCE EXCEL

The Major and Minor Functional areas will be same as chosen in the 3rd Semester
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
.
FIRST SEMESTER

MB 101 -MANAGERIAL ECONOMICS (MICRO)

Name of the Course: MANAGERIAL ECONOMICS (MICRO)

Course Code: MB 101 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

Introduction to Managerial Economics:
1 (a) Basic problems of an economic system 2
(b) Goals of managerial decision making
(c) Resource allocation using PPC
Demand Analysis:
A. Demand Functions - Law of Demand, Explaining the law of
demand, Violations of the Law of Demand, Shifts in Demand;
Elasticity of Demand: Price Elasticity (at a point and over
and interval), Factors affecting price elasticity, Price 10
elasticity and Change in Total Revenue, AR, MR and Price
elasticity, Range of Values of Price Elasticity; Income
Elasticity, Inferior, Superior and Normal goods, Income
Elasticity and Share in Total Expenditure; Cross-Price
2 Elasticity, Substitutes and Complements.

B. Indifference curves, budget line and consumer equilibrium

C. Introduction to methods of demand estimation (concepts

only)
Production and Cost Analysis:

A. Production Function, Short Run and Long Run, Production

with One Variable Input, Total Product, Average and Marginal
Products, Law of Variable proportions, Relationship between 14
TP, AP and MP.

B. Short Run Costs of Production, Fixed and Variable Costs,

Short Run Total, Average and
3 Marginal Cost and Relationship between them, Short Run Cost
Curves, Relationship between AVC, MC, AP and MP; Long run
cost curves, Relationship between LAC and
SAC, Economies of Scale and Scope.

C. Production with Two Variable Inputs, Isoquants –

Characteristics, Marginal Rate of Technical Substitution, Laws
of Returns to Scale, Isocost Curves, * # Finding the Optimal
Combination of Inputs, Production of a given output at
Minimum Cost, Production of Maximum Output with a given
level of Cost, Expansion Path, Finding the Long Run
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Cost Schedules from the Production Function,

D. Law of supply, elasticity of supply, market equilibrium,

changes in equilibrium.
Alternate Goals of Managerial Firms:
4 (A) Profit maximization 2
(B) Revenue maximization
(C) Managerial utility maximization
Managerial Decision Making under Alternative Market
Structures:
A. Characteristics of Perfect Competition, #Profit
Maximization in Competitive Markets,
Output Decision in the Short Run, Shut Down Point, Short 6
Run Supply for the Firm and
5 Industry; Output Decision in the Long Run, Break Even Point,
Long Run Supply for the
Perfectly Competitive Industry
B. Price and output decision under different market structure –
Monopoly, Monopolistic
Competition, Oligopoly – cartel, price leadership
Pricing Decisions:
6 A. Price Discrimination under Monopoly, Transfer Pricing. 6
B. Market Failure
C. Game theory &Asymmetric information

Suggested Readings:
1. Damodaran, Suma – Managerial Economics – Oxford University Press.
2. Lipsey & Chrystal – Economics – Oxford University Press.
3. Peterson & Lewis – Managerial Economics – Pearson Education.
4. Pindyck and Rubenfeld - Micro Economics – Pearson Education.
5. H.L. Ahuza- Managerial Economics, S. Chand.
6. D.N. Dwivedi- Managerial Economics, Prentice Hall.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 102: ORGANIZATIONAL BEHAVIOUR

Name of the Course: ORGANIZATIONAL BEHAVIOUR

Course Code: MB 102 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

OB – Overview – Meaning of OB, Importance of OB, Field of
1 OB, Contributing Disciplines, 2
Applications in Industry.
Personality– Meaning of Personality, Determinants of 6
2 Personality, Theories of Personality, Measurement of
Personality, Development of Personality
Perception – Process and Principles, Nature and Importance,
3 Factors Influencing, Perception, Perceptual Selectivity, Social 4
Perception, Fundamentals of Decision making

Work Motivation – Approaches to Work Motivation, Theories

of Motivation – Maslow‘s Hierarchy of Need Theory, 6
Alderfer‘s ERG Theory, Herzberg‘s Motivation-Hygiene
4 Theory, McClelland‘s Achievement – Motivation Theory,
McGregor‘s Theory X & Y, Vroom‘s Expectancy Theory,
Porter Lawler Expectancy Model
Attitudes and Job Satisfaction – Sources of Attitudes, Types of
5 Attitudes, Attitudes and Consistency, Cognitive Dissonance 2
Theory, Attitude Surveys.

Organization - Mission, Goals, Characteristics, Types,

6 Organizational Theory- Classical Theories: Scientific 6
Management, Administrative Principals, Bureaucracy, Human
Relation Approach, Modern Theories: System Approach,
Contingency Approach, Quantitative Approach, Behavioral
Approach, Managing Organizational Culture.
Group Behavior - Characteristics of Group, Types of Groups,
7 Stages of Development, Group Decision-making, difference 4
work group and work team, Why work Teams, Work
team in Organization, Team Building, Organizational Politics.
Leadership - Leadership Theories, Leadership Styles, Skills
8 and influence process, Leadership and power, Examples of 4
Effective Organizational Leadership in India, Cases on
Leadership, Success stories of today‘s Global and Indian
leaders.
Conflict in Organization - Sources of Conflict, Types of
9 Conflict, Conflict Process, Johari Window, Conflict 2
Resolution, Cases on Conflict Resolution.

Organizational Change - Meaning and Nature of

10 Organizational Change, Types of Organizational Change, 4
Forces that acts as stimulant to change. Resistance to change,
How to overcome resistance to change, Approaches to
managing Organizational Change, Kurt Lewin‘s three Step
model, Action research model, Kotter‘s eight step mode
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Readings:
1. Robbins, S.P. Judge, T.A. & Sanghi, S.: Organizational Behaviour, Pearson.
2. Luthans, Fred: Organizational Behaviour, McGraw Hill.
3. Newstrom J.W. &Devis K.: Organizational Behaviour, McGraw Hill.
4. Aswathappa ,K : Organisational Behaviour ,Himalaya Publishing House.
5. Shukla, Madhukar : Understanding Organizations – Organizational Theory & Practice in India, Prentice Hall.
6. Sekharan, Uma: Organisational Behaviour , The Mc Graw –Hill Companies.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 103: BUSINESS COMMUNICATION

Name of the Course: BUSINESS COMMUNICATION

Course Code: MB 103 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

Principles of Communication – Definition, Purposes, Types,
1 Process, Models and Barriers 2

Verbal and Non Verbal Communication – Presentation Skills

2 (Planning and Preparation/ Using Visual Aids/ Delivery), 8
Individual and Team Presentations, Public Speaking, Listening
and Feedback, Body Language
3 Written Communication – Stages of Writing, Composing 4
Business Messages, Preparing Notes, Style, Punctuation,
Using simple words, Proof Reading.
Report Writing – Report Planning, Types of Reports, 4
4 Developing an outline, Nature of Headings, Ordering of
Points, Logical Sequencing, Graphs, Charts, Executive
Summary, List of Illustration, Report Writing.
5 Internal Communication – Circulars, Notices, Memos, Agenda 6
and Minutes
6 External Communication – Resume/CV, Using Facsimiles 4
(Fax), Electronic Main, Handling Mail
7 Writing Business Letters – Formats, Styles Types – Request,
Enquiry, Placing Order, Instruction, Action, Complaint, 6
Adjustment, Sales, Reference, Good News & Bad News,
Acknowledgement
8 Handling Business Information – Annual Report, House 6
Magazine, Press Release, Press Report

Suggested Readings:

1. Monipally: Business Communication, Tata McGraw Hill.

2. Business Communication Essentials (6th Edition) by Courtland L. Bovee & John
V. Thill,Pearson.
3. Business English: A Complete Guide for All Business and Professional
Communicationsby Prem P. Bhalla; UBS Publishers.
4. The Effective Presentation: Talk your way to success by Asha Kaul; SAGE.
5. Madhukar: Business Communications; Vikas Publishing House.
6. Senguin J: Business Communication; Allied Publishers.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 104: LEGAL AND BUSINESS ENVIRONMENT
(MICRO & MACRO)

Name of the Course: LEGAL AND BUSINESS ENVIRONMENT (MICRO & MACRO)
Course Code: MB 104 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

Legal Environment
Legal Aspects of Business - Society, State and Law, 2
1 Enforceability of Law, Mercantile Law.

2 Indian Contract Act, 1872 – Contract defined, Elements of 6

valid contract, Classificationof contracts, Offer and
acceptance, Consideration, Capacity to contracts, Free consent,
Legality of object and consideration, Illegal agreements,
Termination of contracts, Breach of contract, Indemnity and
guarantee, Laws of agency
3 Sale of Goods Act, 1930 – Classification of goods, Conditions 4
& Warranties, Passing of ownership rights, Rights of an
unpaid seller, Remedies for breach of Contract of Sale of
Goods.
4 Negotiable Instruments Act, 1881 – Definition and 4
characteristics of different types of negotiable instruments,
Parties to a negotiable instrument and their capacity,
Dishonour of cheques, Discharge from Liability, Crossing of
cheques, Bank drafts and Banker‘s cheques.
5 Companies Act, 1956 – Nature and kinds of companies, 6
Formation, Memorandum, Articles, Prospectus, Capital –
shares, debentures, borrowing powers, minimum subscription,
Appointment of Directors; Winding up of companies
(Including
Amendments)
6 Consumer Protection Act, 1986 – Salient features and 4
objectives of the Consumer Protection Act, 1986, Different
Consumer redressal Forums, Composition and
jurisdiction of district, state and National forum, Mode of
complaints, Procedures for disposal of complaints, Penalty.
7 Intellectual Property Right- Laws relating to Patents (Patent 4
Act, 1970), Trademarks (Trademark Act, 1999), Copyright
(Copyright Act, 1957), Geographical Indications
(Registration & Protection) Act, 1999
Business Environment
8 Economic Indicators – Consumer Price Index, Interest Rate, 4
Inflation Rate and its impact on Business, Business Risk
9 Intellectual Property Regime (WTO Guidelines) 2
10 Legislation for Anti competitive and Unfair Trade Practice – 4
Objectives of MRTP Act, 1969, Objectives of Competition
Act, 2002, Monopolistic Trade Practice, Anti competitive
Agreement, MRTP vs Competition Act
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Readings:

1. Sen & Mitra: Commercial law; World Press.

2. Pathak: Legal Aspect of Business, TMH.
3. Das & Ghosh: Business Regulatory Framework: Ocean Publication, Delhi.
4. Pillai & Bagavathi: Business law, S. Chand.
5. Dutt & Sundaram: Economic Environment of Business, S. Chand.
6. Misra, S. K & Puri, D. K.: Economic Environment of Business, Himalaya Publishers.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 105: INDIAN ETHOS AND BUSINESS ETHICS

Name of the Course: INDIAN ETHOS AND BUSINESS ETHICS

Course Code: MB 105 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

Indian Ethos
1 History & Relevance; Principles, practiced by Indian 6
Companies; Role of Indian Ethos (Management lessons from
Vedas, Mahabharata, Bible, Quran, Arthashastra,) Indian
Heritage in Business. Ethics Vs Ethos, Indian Vs Western
Management; Work ethos and values for Indian Managers
2 Relevance of Value-based Management in Global change- - 4
impact of Values on stake holders; Trans-cultural human
values ; Secular - Vs Spiritual values; value system in
work culture
3 Stress Management, - meditation for mental health, yoga 2
4 Contemporary Approaches to Leadership – Joint Hindu 2
Family business; Leadership qualities of Karta

5 Indian systems of learning- Gurukul system of learning, 6

advantages – disadvantages of Karma, Importance of Karma to
managers , Nishkama Karma- laws of Karma ; Law of
creation- Law of humility- Law of growth – Law of
Responsibility- Law of connection – Corporate Karma
Leadership
Business Ethics
6 Understanding Business Ethics – Ethical Values, Myths and 6
Ambiguity, Ethical Codes, Ethical Principles in Business;
Theories of Ethics, Absolutism vs. Relativism
7 Approaches to Business Ethics: Teleological Approach, The 4
Deontological Approach , Kohlberg‘s Six Stages Of Moral
Development (CMD)
8 Managing Ethical Dilemma: Characteristics, Ethical Decision 4
Making, Ethical Reasoning, The Dilemma Resolution Process;
Ethical Dilemmas In Different Business Areas Of Finance,
Marketing, HRM and International Business
9 Ethical Culture in Organizations – Developing Code of Culture 6
in Organization, Ethical and Value-Based Leadership.Role of
Scriptures in Understanding Ethics, Ethics in Business,
Strategies of Organizational Culture Building,
Ethical Indian Wisdom and Indian Approaches towards
Business Ethics.
Suggested Readings
1. Beteille, Andre - Society and Politics in India, OUP.
2. Chakraborty, S. K. - Values and Ethics for Organisations, OUP.
3. Fernando, A.C. - Business Ethics - An Indian Perspective, Pearson.
4. Gupta, Dipankar - Social Stratificaiton, OUP.
5. Srinivas, M. N.- Social Structure and Caste and Other Essays, OUP.
6. Sandhya, N- Indian Society, Vrindya Publication.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 106: QUANTITATIVE TECHNIQUES

Name of the Course: QUANTITATIVE TECHNIQUES

Course Code: MB 106 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

1 Linear Programming: Formulating maximization/minimization
problems, Graphical solution, Simplex method, Artificial Variables – 6
Big M
– Method, Special cases of LP, Duality of LP and its
interpretation, Post Optimality/Sensitivity Analysis,Applications
of LP.
2 Transportation Problems: Introduction - Mathematical formulation
of transportation problem - the Transportation method for finding
initial solutions- North West Corner Method - Least Cost Method - 6
Vogel‘s Approximation method - test for optimality - steps of
MODI method-loops in transportation table –Degeneracy
3 Assignment Problems: Introduction - Mathematical statement of the
problem-Hungarian method of solution 4
- Maximization case in assignment problem— unbalanced
assignment problem - restrictions onassignment - Travelling
salesman problem
4 Theory of Games: Introduction - Two person zero sumgames - Pure
strategies – games with saddle points - rules to determine saddle 4
points - mixed strategies - Game without saddle points - the rules of
dominance -
Methods of solution for games without saddle points—
algebraic methods, graphical methods.
5 Basic Statistics: Basic Concept (Variables, Populationv/s Sample,
Central tendency, Dispersion, data 4
Visualization, Simple Correlation and Regression.
6 Probability & Distribution: Probability – Introduction, Rules of
Probability, Conditional Probability (Baye‘s Theorem), Random 6
Variables, Discrete and ContinuousDistributions (Binomial, Poisson
and Normal), Sampling – Types and Distribution.
7 Theory of Estimation: Estimation – estimationproblems,
standard error, margin of error, 4
confidence error, confidence interval, characteristics ofestimators,
consistency unbiasedness, sufficiency and efficiency, most sufficient
estimators.
8 Statistical Inference: Hypothesis Testing, Parametric Test – Z, F, t
test, ANOVA, Non Parametric Test – Chi 6
square test (goodness of fit, independence of attributes)Spearman‘s
Rank Correlation Coefficient

Software Packages to be used in illustrating the above methods

 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Reading:
1. Statistics by Wayne L. Winston.
2. Business Statistics by GC Berry.
3. Business Statistics, Problems & Solutions by JK Sharma.
4. Operations Research by A Ravindran, Don T Philips and James J Solberg.
5. Operations Research by V K Kapoor.
6. Operations Research by S K Kalavathy.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
SEMESTER II

MB 201: INDIAN ECONOMY AND POLICY

Name of the Course: INDIAN ECONOMY AND POLICY

Course Code: MB 201 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

1 Circular Flow of Income: 3
National Income Accounting –terms and concepts, three methods of
measuring
GDP/GNP
2 Theory of Income Determination: 6
Simple Keynesian model: Aggregate demand – Aggregate supply
method, Savings investment method
Concepts of multiplier: Autonomous expenditure multiplier,
introducing the Government, Government expenditure multiplier,
Tax Rate Multiplier, Balanced Budget Multiplier, Open economy -
Export and import multipliers. Paradox of Thrift, Crowding out
effect, Business cycle – phases and stabilization
3 Introduction of Money and Asset Market 4
IS-LM model, Fiscal policy and monetary policy using IS-LM
4 Inflation and Unemployment 3
Concepts of inflation – demand pull and cost push, Stabilization
policies
Introduction to Philips curve as relation between inflation and
unemployment
5 Introduction to Foreign Trade & International Linkages 4
Concepts of Balance of Payments
Alternative exchange rate systems – fixed, flexible and managed
float,
Comparative Advantage as basis for trade;
Tariff and non-tariff barriers
6 Indian Economy - An Overview 4
Evolution of Indian economy since independence
Liberalization of Indian economy since 1991
7 New Industrial Policy 4
LPG model, New Industrial Policy (1991)
8 Banking and Capital Market Reforms 4
Banking structure in India,
Composition of Indian Capital market,
SEBI and Capital Market Reforms
9 Monetary and Fiscal Policy Reforms 4
Composition of Indian money market
Components and Instruments of Monetary policy
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Concepts and Management of Deficits

10 Trade Policy Reforms 4

Major components of trade policy reforms
Idea of FEMA, NITI AYOG role and function
Current and capital account convertibility.

Suggested Readings:
1. Principles of Macroeconomics - SoumyenSikdar, (OUP).
2. Managerial Economics - Suma Damodaran, (OUP).
3. Macroeconomics – Dornbusch , Fischer &Startz (PHI).
4. Economic Environment of Business- S.K. Mishra and V.K. Puri, Himalaya Publishing.
5. Indian Economy- Datt & Sundharam, S Chand Publishing.
6. Indian Economy since Independence- Uma Kapila, Academic Foundation.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 202: FINANCIAL REPORTING, STATEMENT AND
ANALYSIS

Name of the Course: FINANCIAL REPORTING, STATEMENT AND ANALYSIS

Course Code: MB 202 Semester I

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

1 Basic Financial Accounting Concept: Meaning and Scope of 2
Accounting -Definition
of accounting-classification of accounting- GAAP- Accounting
Concepts and
Conventions –Accounting Equation
2 Preparation Of Books Of Accounts: Event-Transaction- 10
Accounting Cycle – Golden
Rule- Journal-Ledger-Trial Balance-Final Account

3 Basic Cost Accounting Concept- Cost Concept-Cost Unit- 4

Technique of Costing-
Method of Costing- Cost center- Cost Unit- Cost Sheet preparation
and Interpretation.
4 Introduction to Accounting Standard: Introduction to Indian 4
GAAP and IndAS -
Introduction to IFRS and IAS- Comparative Analysis of Indian
GAAP and IndAS.

5 Preparation Of Financial Statement: Trading Account-Profit & 10

Loss Account -
Balance Sheet (As per Schedule VI, old & new) with Adjustment
Entries - Preparation and Interpretation of Annual Report -
Corporate Social Responsibility –
Human Resource Accounting-Value Added Statement
6 Financial Statement Analysis: Comparative Statement- 10
Common Size Statement-
Trend Analysis- Ratio Analysis-Fund Flow Statement - Cash Flow
Statement.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Readings:
1. M. Hanif & A. Mukherjee : Financial Accounting, McGraw Hill.
2. S. K. Paul: Financial Accounting, New Central book Agency.
3. S. P. Jain & K. L. Narang: Cost and Management Accounting, Kalyani Publication.
4. P. M. Rao: Financial Statement Analysis and Reporting, PHI.
5. T. P. Ghosh, N. Ankarnath, K. J. Mehta & Y. A. Alkafazi: Understanding IFRS
Fundamentals, Wiley.
6. Tulsian & Tulsian: Corporate Financial Reporting, S. Chand.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 203: MARKETING MANAGEMENT

Name of the Course: MARKETING MANAGEMENT

Course Code: MB 203 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

UNIT Content Hrs/Unit Marks/Unit

1 Introduction: Definitions of marketing; Core Concept of 2
Marketing – need, want, demand, offering and branding, value
and satisfaction, Evolution of marketing
concepts (orientations); Marketing Mix – 4Ps and 4Cs.
2 Marketing Environment: Major components of Internal 2
Environment, the microenvironment
and macro-environment; SWOT Analysis, PEST Analysis
3 Strategy and Planning: Concept of SBU, Choice of Corporate level 4
Strategy; BCG matrix, Product-Market Grid, Porter‘s FiveForce
Model for Industry Analysis.
4 Market Segmentation, Targeting and Positioning (STP): Concepts 4
of market
segmentation: Various bases for segmentation: Geographic,
Demographic, Psychographic (VALS-II) and Behavioural;
Targeting: Mass marketing, Segment, Marketing, Niche
Marketing, Micro Marketing and Customization; Concept of
Differentiation and Positioning.
5 Consumer Behaviour and Marketing Research: A framework of 4
consumer decision making process, overview of major factors
influencing consumer behavior;
marketing research: Role in decision making, Steps and process
of Marketing Research, B2B Marketing.
6 Product: Product Classification, Service – characteristics and 6
expanded service mix elements; Product Levels, Product Mix,
Product Line Management, Product Life Cycle: concept and
types, New Product Development.
7 Branding and Packaging: Purpose of branding; Brand equity; 3
Branding strategies; Purpose of Packaging; Types of Packaging –
primary, secondary, shipping packages.
8 Pricing: Procedure for price setting; Pricing objectives; Cost and 3
Demand
consideration; Pricing Methods, Pricing Strategies
9 Marketing Channels: Channel flows and functions; Channel design 5
decisions; Wholesaling and Retailing, Concept of Supply
Chain Management and Logistics Management, Channel Conflict
Management
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
10 Promotion: Elements of Promotion Mix (Advertising, Sales 5
Promotion, Personal Selling, Direct Marketing, Publicity & PR),
5M model of Advertising, Concept of Digital Marketing;
Overview of Selling Process
11 Basic concepts of market potential: Sales potential/ Market Share 2
and Sales forecast; Methods of Sales forecasting.

Suggested Reading:
1. Kotler, P., Keller, K., Koshy, A. & Jha, M. - Marketing Management; Pearson.
2. Ramaswamy & Namakumari - Marketing Management; McMillan.
3. Saxena, R. - Marketing Management; TMH.
4. Kurtz, David L, Boone , Louis E - Principles of Marketing; Thomson.
5. Keith Blois – Text Book of Marketing; Oxford University Press.
6. Etzel, M.J., Walker, B.W. & W.J. Stanton - Marketing; TMH.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 204: OPERATIONS MANAGEMENT

Name of the Course: OPERATIONS MANAGEMENT

Course Code: MB 204 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

UNIT Content Hrs/Unit Marks/Unit

1 Introduction to Production and Operations Management: 4
Difference between Manufacturing and Service Operations;
Product Process Matrix capacity planning-
Responsibilities of Production Manager; Production as a
Coordination Function; Production Cycle, Production
Planning & Control Concept.
2 Characteristics of Manufacturing Systems: Classification of 2
Manufacturing Systems with Examples; Differences between
Intermittent and Continuous Production
3 Plant Location: Need for a Good Plant Location; Factors 2
influencing Plant Location – Tangible and Intangible Factors;
Economic Survey of Site Selection
4 Plant Layout: Need for a Good Plant Layout; Characteristics of 6
a Good Layout; Costs associated with Plant Layout; Process
Layout vs. Product Layout; Optimization in a ProcessLayout
and Product Layout; Designing Product and
Process Layout; Assembly Line Balancing – Concept and
Problems; Cellular Manufacturing Concept
5 Maintenance Management: Types of Maintenance – 3
Breakdown and Preventive Maintenance; Total Productive
Maintenance (TPM)
6 Purchase Management: Purchasing Procedure; Value 2
Analysis; Vendor Selection; Negotiation; Make or Buy
Decision
7 Inventory Management: Classification of inventory items – 6
ABC, FSN, VED classification; Introduction to EOQ and
EBQ; MRP – Concept, inputs and outputs,
benefits, examples; Deterministic demand model–EOQ-
Continuous and Periodic review Inventory models; Master
Production Schedule and MRP; Concepts of MRP
II, JIT and ERP
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
8 Inspection & Quality Control: Types of Inspection; Statistical 5
Quality Control – Acceptance Sampling and Control Charts
9 Scheduling: Sequencing – Definition and Assumptions; 6
Sequencing of n jobs on a single machine – Shortest
Processing Time, Longest Processing Time, Earliest Due
Date and First Come First Serve basis; Sequencing of 2 jobs
on 2 machines – Gantt Charts, Limitations of Gantt Charts;
Sequencing of n jobs on 2 and 3 machines –
Johnson‘s Rule; Introduction to Project Management – CPM
and PERT, Identification and Importance of the Critical Path
10 Work Study: Definition and its Importance; Basic Procedure 4
in Performing a Work Study; Method Study –Objectives and
Procedure; Work Measurement–Objectives and Procedure;
Concepts of Performance Rating, Basic Time, Allowances and
Standard Time

Suggested Readings:
1. Chary, S.N. – Production and Operations Management; TMH.
2. Panneerselvam, R. – Production and Operations Management, PHI.
3. Bedi, K. – Production and Operations Management; Oxford University Press.
4. Chase, Jacobs, Aquilano and Agarwal – Operations Management for Competitive
Advantage; TMH.
5. Buffa, E. S. and Sarin, R.K. – Modern Production / Operations Management;
John Wiley.
6. Collier, Evans and Ganguly – Operations Management; Cengage Learning.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 205: MANAGEMENT INFORMATION SYSTEM

Name of the Course: MANAGEMENT INFORMATION SYSTEM

Course Code: MB 205 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

UNIT Content Hrs/Unit Marks/Unit

1 E-commerce / E-business 3
Overview, Definitions, Advantages & Disadvantages of E-
commerce Business models of e-commerce: models based on
transaction party (B2B, B2C, B2G,C2B, C2C, E-Governance),
models based on revenue models Implementation ecommerce
business, online and offline marketing
2 ERP, CRM, SCM 10
ERP (Enterprise Resource Planning):
Concepts of ERP, architecture of ERP, Generic modules of ERP,
Applications ofERP, concept of XRP (extended ERP)
Features of commercial software like SAP, Oracle Apps, MS
Dynamics NAV
CRM (Customer Relationship Management):
Concepts of CRM, Features, application of CRM
Sales force automation
SCM (Supply Chain Management):
Concepts of SCM, drivers of SCM, inbound & outbound
Definition, brief description and applicability of: eProcurement,
eTailing,eLogistics, eCollaboration, eIntegration. Case studies
for ERP, CRM, and SCM
3 Data Communication & Networking 4
Need for computer networking, components of a data
communication system, Network topology
Types of networks: LAN, MAN, WAN; concepts of Internet,
Intranet, Extranet, and
WWW. Network protocols, Network Architecture
4 Threats to Computer Systems and Control Measures Concepts 2
of threats: Virus, hacking, phishing, spyware, spam,physical
threats (fire, flood, earthquake, vandalism)
Concepts of security measures: firewall, encryption
5 Database Management Systems (DBMS) [e.g. MS-Access/ 6
Oracle/ MS SQL Server
/ MySQL etc.]
What is a DBMS; Need for using DBMS. Concepts of tables,
records, attributes, keys,
integrity constraints
SQL: DDL & DML, DCL concepts, SQL commands [ANSI
standard].
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
6 Data Warehousing and Data Mining 3
Concepts of Data warehousing, data mart, meta data,
multidimensional modeling, Online Analytical Processing
(OLAP), Online Transaction Processing (OLTP), Data mining
concepts, knowledge discovery v. data mining, data mining
applications.
7 MS Office Applications 12
MS Excel: Graphs and Charts–Calculation of various financial
functions Performing Mathematical Calculations (using Formula
and Functions), Searching, Sorting and Filtering, Min Media
Mode, Reference Operators, Functions: Typing a Function,
Creating a Column Chart: Changing the Size and Position of a
Chart Saving MS Access: Tables and Queries, Forms,
Relationship
MS Power Point: Introduction–Toolbar, their Icons and
Commands– Navigating in Power point-Creation of slides,
animation, and templates-Designing Presentations–
Slide show controls–Making notes on Pages and Handouts–
Printing Presentations– Customizing Presentations-Auto content
Wizard.

Suggested Readings:
1. Waman S Jawadekar: Management Information Systems – Text and Cases
3ed.,McGraw Hill.
2. Mahadeo Jaiswal & Monica Mittal: Management Information Systems, OUP.
3. Forouzan: Data Communication & Networking, TMH.
4. Tanenbaum: Computer Networks, Pearson Education.
5. Ivan Bayross: SQL & PL/SQL, BPB ISRD, Introduction to Database Management Systems, Tata McGraw Hill.
6. Sadagopan: ERP: A Managerial Perspective, Tata McGraw Hill.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB - 206: HUMAN RESOURCE MANAGEMENT

Name of the Course: HUMAN RESOURCE MANAGEMENT

Course Code: MB 206 Semester I
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
End Semester Exam : 70 Marks
Credit Points: 4

UNIT Content Hrs/Unit Marks/Unit

1 Human Resource Management: Meaning, Scope, objectives, 2
and functions of HRM, HR as a Factor of Competitive
Advantage, Structure of HR Department, , Line and
staff responsibility of HR Managers, Environmental factors
influencing HRM

2 Human Resource Planning: definition, objective, process of 6

HRP. Supply and Demand Forecasting techniques, Manpower
Inventory, Career Planning & Development, Succession
Planning, Rightsizing, Restructuring. Human Resource
Information System (HRIS)

3 Recruitment and Selection: Process, Sources, Methods of 4

selection, Interviewing Methods, Skills and Errors.

4 Human Resource Development: Definition, objective, process 6

of HRD, Assessment of HRD Needs, HRD Methods: Training
and Non-Training, Training Process;
Designing, Implementation and Evaluation of Training
Programmes, Induction Training. Developing Managerial Skills
for: team management, collaboration, interaction across
business functions, presentation , Negotiation, and Networking
Performance Appraisal Systems : Purpose, Methods, Appraisal 4
instruments, 360 degree Appraisal, HR Score Card, Errors in
appraisal, Potential Appraisal, Appraisal Interview.

5 Compensation Management : Concepts, Components; System 4

of Wage Payment, job evaluation, wage/ salary fixation,
incentives, bonus, ESOPs, Fringe Benefits,
Retirement Benefits. Compensation Plans

6 Industrial Relations in India: Parties; Management and Trade 4

Unions, Industrial Disputes: Trends, Collective Bargaining,
Settlement Machineries, Role of Government, Labour Policy in
India.
7 Workers’ Participation in Management: Concept, Practices and 2
Prospects in India, Quality Circles and other Small Group
Activities.

8 Discipline Management : Misconduct, Disciplinary action, 4

Domestic Enquiry, Grievance Handling
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
9 Strategic HRM: Meaning, Strategic HRM vs Traditional HRM, 4
SHRM Process, barriers to SHRM. Nature of e-HRM,
eRecruitment & Selection, e-Performance Management, e-
Learning

Suggested Readings:
1. Agarwala T. - Strategic Human Resource Management, OUP.

2. Aswathappa, K. - Human Resource Management, Tata McGraw Hill.

3. Jyothi P. & Venkatesh, D.N. - Human Resource Management, OUP.

4. Ramaswamy, E.A. - Managing Human Resources, OUP.

5. Saiyadain, M.S - Human Resource Management : Tata McGraw Hill.

6. Mondal Sabari & Goswami Amal - Human Resource Management: Vrinda Publications.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
SEMESTER III
MB 302: BUSINESS RESEARCH METHOD
Name of the Course: Business Research Method
Course Code: MB302 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 3hrs/week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 RESEARCH FORMULATION AND DESIGN Motivation and
objectives 10L
Research methods vs. Methodology. Types of research – Descriptive vs.
Analytical, Applied vs. Fundamental, Quantitative vs. Qualitative,
Conceptual vs. Empirical, concept of applied and basic research
process, criteria of good research. Defining and formulating the research
problem, selecting the problem, necessity of defining the problem,
importance of literature review in defining a problem, literature review-
primary and secondary sources, reviews, monograph, patents, research
databases, web as a source, searching the web, critical literature review,
identifying gap areas from literature and research database,
development of working hypothesis.

2 DATA COLLECTION AND ANALYSIS 10L

Accepts of method validation, observation and collection of data,
methods of data collection, sampling methods, data processing and
analysis strategies and tools,data analysis with statically package
(Sigma 9 78 PG STAT,SPSS for student t-test, ANOVA, etc.),
hypothesis testing

3 RESEARCH ETHICS 10L

IPR AND SCHOLARY PUBLISHING Ethics-ethical issues, ethical
committees (human & animal); IPR- intellectual property rights and
patent law, commercialization, copy right, royalty, trade related aspects
of intellectual property rights (TRIPS); scholarly publishing- IMRAD
concept and design of research paper, citation and acknowledgement,
plagiarism, reproducibility and accountability

4 INTERPRETATION AND REPORT WRITING 10L

Meaning of Interpretation, Technique of Interpretation, Precaution in
Interpretation, Significance of Report Writing, Different Steps in
Writing Project Report, Layout of the Project/Research Report, Types
of Reports, Oral Presentation, Mechanics of Writing a Project/Research
Report, Precautions for Writing Research Reports, Conclusions.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)

On successful completion of this course students will be able to:

1. Apply an advanced understanding of business research design options, methodologies and analysis
methods (both qualitative and quantitative), including respective terms, definitions and applications to the
design, implementation and evaluation of a research project.

2. Distil an identified business problem into a succinct research problem (or problems) and
articulate this into a comprehensive research brief for investigation by a research team locally or
internationally.
o This brief will include a statement of the resulting research problem and the objectives that need to be achieved
to provide the information necessary to tackle the business problem and the decisions that need to be made
respective to it.
3. Complete, from the brief created, a research proposal for implementation at either a local or
internationallevel.
o This will include (but not be restricted to), a literature summary at the necessary level of depth to ensure a
thorough understanding of what is already known about the problem to be addressed, the proposed research
design, data collection, sampling, analysis methods to be employed along with an indicative time frame for
each stage of the research proposed and budget.
4. Apply a broad understanding of issues specific to undertaking business research across
international boundaries, including cultural, geographical, language and cost related challenges and
respective strategies and approaches that may be employed to solve them to the design, implementation
and evaluation of a researchproject.
5. Recognise, and take account of, the importance of ethical conduct in undertaking research, including
potential implications for business relationships, effects on potential respondents and sensitivity to cultural
differences and honesty and integrity in analysis and reporting in the design, implementation and evaluation
of a research project.

Text book and Reference books:

1. Garg, B.L., Karadia, R., Agarwal, F. and Agarwal, U.K., 2002. An introduction to Research Methodology, RBSA Publishers.
2. Kothari, C.R., 1990. Research Methodology: Methods and Techniques. New Age International. 418p.
3. Sinha, S.C. and Dhiman, A.K., 2002. Research Methodology, Ess Ess Publications. 2 volumes.
4. Trochim, W.M.K., 2005. Research Methods: the concise knowledge base, Atomic DogPublishing. 270p.
5. Wadehra, B.L. 2000. Law relating to patents, trade marks, copyright designs and geographical indications. Universal Law
Publishing.
Additional reading
1. Anthony, M., Graziano, A.M. and Raulin, M.L., 2009. Research Methods: A Process of Inquiry, Allyn and Bacon.
2. Carlos, C.M., 2000. Intellectual propertyrights, the WTO and developing countries: the TRIPS agreement and policy options. Zed
Books, New York.
3. Coley, S.M. and Scheinberg, C. A., 1990, "Proposal Writing", Sage Publications.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MB 301: ENTREPRENEURSHIP & PROJECT MANAGEMENT

Name of the Course: ENTREPRENEURSHIP & PROJECT MANAGEMENT

Course Code: MB 301 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
ENTREPRENEURSHIP
1 Introduction: Meaning and Concept of 2L
Entrepreneurship, Innovation and entrepreneurship,
Contributions of entrepreneurs to the society, risk-
opportunities perspective and mitigation of risks
2 Entrepreneurship – An Innovation: Challenges of 2L
Innovation, Steps of Innovation Management, Idea
Management System, Divergent v/s Convergent
Thinking, Qualities of a prospective Entrepreneur
3 Idea Incubation: Factors determining competitive 4L
advantage, Market segment, blue ocean strategy, Industry
and Competitor Analysis (market structure, market size,
growth potential), Demand- supply analysis
4 Entrepreneurial Motivation: Design Thinking - Driven 2L
Innovation, TRIZ (Theory of
Inventive Problem Solving), Achievement motivation
theory of entrepreneurship – Theory of McClelland,
Harvesting Strategies
5 Information: Government incentives for 4L
entrepreneurship, Incubation, acceleration.
Funding new ventures – bootstrapping, crowd sourcing,
angel investors, Government of
India‘s efforts at promoting entrepreneurship and
innovation – SISI, KVIC, DGFT, SIDBI,
Defense and Railways
6 Closing the Window: Sustaining Competitiveness, 2L
Maintaining Competitive Advantage, the Changing Role
of the Entrepreneur.
Applications and Project Reports Preparation 4L
PROJECT MANAGEMENT
7 Definitions of Project and Project Management, Issues and 4L
Problems in Project Management, Project Life
Cycle - Initiation /
Conceptualization Phase, Planning Phase, Implementation
/ Execution Phase, Closure / Termination Phase
8 Project Feasibility Studies – Pre-Feasibility and 2L
Feasibility Studies, Preparation of Detailed
Project Report, Technical Appraisal,
Economic/Commercial/Financial Appraisal including
Capital Budgeting Process, Social Cost Benefit Analysis
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
9 Project Planning – Importance of Project Planning, 2L
Steps of Project Planning, Project Scope,
Work Breakdown Structure (WBS) and Organization
Breakdown Structure (OBS), Phased
Project Planning

10 Project Scheduling and Costing – Gantt chart, CPM and 6L

PERT Analysis, Identification of the Critical Path and its
Significance, Calculation of Floats and Slacks, Crashing,
Time Cost Trade-off Analysis, Project Cost Reduction
Methods

11 Project Monitoring and Control – Role of Project 2L

Manager, MIS in Project Monitoring, Project Audit

12 Case Studies with Hands-on Training on MS-Project 4L

Suggested Readings:
1. Innovation and Entrepreneurship by Drucker, P.F.; Harper and Row
2. Business, Entrepreneurship and Management: Rao, V.S.P. ;Vikas
3. Entrepreneurship: Roy Rajeev; OUP.
4. Text Book of Project Management: Gopalkrishnan, P. and Ramamoorthy, V.E.; McMillan
5. Project Management for Engineering, Business and Technology: Nicholas, J.M., and Steyn, H.; PHI
6. Project Management: The Managerial Process: Gray, C.F., Larson, E.W. and Desai, G.V.; MGH
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
DM 301: DATA SCIENCE AND VISUALISATION FOR DIGITAL MARKETERS
Name of the Course: DATA SCIENCE AND VISUALISATION FOR DIGITAL MARKETERS
Course Code: DM301 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction: Overview of Data Visualization & Web Technologies- 6L
Visualize Data, Scalable Vector Graphics and Cascading Style Sheets, java
script, vizhub., Making a Face with D3.js.

2 Shapes of Data-Data and Tasks, Loading and Parsing Data with D3.js [4L] 4L

3 Marks and Channels-Encoding Data with Marks and Channels, Rendering 6L

Marks and Channels with D3.js and SVG, D3 Scales, Creating a Scatter Plot
with D3.js

4 Common Visualization Idioms-Reusable Dynamic Components ,Bar Chart, 4L

Vertical & Horizontal, Pie Chart and Coxcomb Plot, Line Chart, Area Chart

5 Visualization of Spatial Data- Networks, and Trees, Making Maps, 4L

Visualizing Trees and Networks, Using Color and Size in Visualization

6 Encoding Data- Encoding using Color, Encoding using Size, Stacked & 6L
Grouped Bar Chart, Stacked Area Chart & Stream graph, Line Chart with
Multiple Lines.
7 Interaction Techniques-Interaction with Unidirectional Data Flow, UI 4L
elements to control a scatter plot, Panning and Zooming on a Globe, tooltips

8 Multiple Linked Views-Small Multiples, Linked Highlighting with 2L

Brushing, Linked Navigation: Bird's Eye Map

9 Data Reduction-Histograms, Aggregating Data with Group-By, Hexbin 2L

Mapping, Cross filtering

10 10. Case Studies 2L

Suggested Readings:
1. Scott Murray: Interactive Data Visualization for the Web - 2nd Edition
2. Elijah Meeks: D3.js in Action - 2nd Edition
3. Jacques Bertin: Semiology of Graphics
4. Leland Wilkinson: The Grammar of Graphics
5. Hadley Wickham: ggplot2 Elegant Graphics for Data Analysis
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
DM 302: Online Reputation Management

Name of the Course: Online Reputation Management

Course Code: DM302 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 3hrs/week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Corporate reputation in the digital age: - 6L
identify what a corporate reputation is and why it is important,
examine how the digital age has affected reputation management,
identify the types of reputational risk that exist online and the
difference between an issue and a crisis

2 Reputation and participatory culture: - 6L

explain what participatory culture is and why it is important utilise the
audience as co-creator of the story and brand recommend ways in
which to build a strong participatory culture

3 Introduction to Online Reputation Management and Reputation 5L

Marketing : -
Difference between reputation marketing & management Discover
assets that help in reputation management Learn about various brand
sentiments

4 How online has changed the media cycle : - 4L

examine how the traditional media cycle has changed and the broader
definition of who ‘the media’ is now explain how online reputation
affects offline reputation and whether an organisation can separate the
two
5 Managing reputation online : - 4L
examine how to build a reputation – conversation and coverage
demonstrate how to protect a reputation in times of adversity monitor
your reputation and act on issues

6 Protecting a Reputation: when it goes wrong, crisis response : - 3L

identify ways to embrace online negativity/criticism explain how to
respond to a crisis online debrief after a crisis and evaluate your
response
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Crisis Management Protocols At A Brand Level : - 3L
Learn how you can avoid an online crisis Discover steps of dealing
with an online crisis Learn how crisis management protocols help

8 Brand Management & Digital PR : - 2L

Learn how promoting reviews is integral Get introduced to Digital
Public Relation

9 Online Reputation Management & Reputation Marketing Tools : - 3L

Master various Social Media Analytics tools Find publishing tools for
multiple social platforms Learn how to get insights about customers’
sentiments

10 Towards best practice reputation management : - 4L

examine how ethics relates to corporate reputation articulate how to be
authentic and speak ‘beyond the corporate voice’ compare best
practice in building a sustainable corporate brand online

COURSE OUTCOMES
 Create manage and protect personal brand reputation online
 Students will learn online reputation management benefits, strategies and tools from scratch and how to maintain
and monitor an online reputation practically for any business and individual.

Text Book and reference books

1. Online Reputation Management . – by Dheeraj Mehrotra
2. Online Reputation Management For Dummies - by Lori Randall Stradtman
3 Management by Online Reputation Rating - by Daniel Nemeyer
4 Online Reputation Management Guide – by Adam Gold
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
ELECTIVE PAPERS

MANAGEMENT INFORMATION SYSTEM

MIS 301: DATA MINING FOR BUSINESS DECISION

Name of the Course: DATA MINING FOR BUSINESS DECISION

Course Code: MIS 301 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Data Mining: Data Mining Concept, Goals, Stages of 4L
Mining Process, Applications, Techniques, Knowledge representation
methods, Challenges.
2 Data Preprocessing: Data types, Quality, Descriptive data 6L
summarization – central tendency and dispersion measure, Data
cleaning, Outlier detection, Data integration and transform, Data
reduction.
3 Association Rule Mining: Market-basket analysis basics, Naïve 4L
algorithm, Apriori algorithm, Software for Association Rule Mining.
4 Classification and Prediction: Decision Tree, 4L
Bayesian classification, Rule-based classification, Prediction – Linear
Regression
5 Data Warehouse and OLAP: Data Warehouse and DBMS, 6L
Multidimensional data model, OLAP operations
6 Data Warehouse and OLAP: Data Warehouse and DBMS, 8L
Multidimensional data model, OLAP operations
7 Data Mining Software and Applications: Text mining: extracting 6L
attributes
(keywords), structural approaches (parsing, soft parsing), Bayesian
approach to classifying text, Web mining: classifying web pages,
extracting knowledge from the web, Social impacts of data mining,
information privacy and data security, IT Act overview.
8 Case Study 2L

Suggested Readings:
1. Tan, Steinbach and Kumar, Introduction to Data Mining, Pearson
2. Han and Camber, Data Mining: Concepts and Techniques, Morgan Kaufmann
3. Foreman, Data Smart: Using Data Science to Transform Information into Insight, John Wiley
4. Dunham, Data Mining : Introductory and Advanced Topics, Pearson
5. Vipin Kumar: Introduction to Data Mining, Pearson
6. Ian, H. Witten, Frank: Data Mining: Practical Machine Learning Tools and Techniques, Elsevier.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MIS 302: E-COMMERCE and DIGITAL MARKETS
Name of the Course: E-COMMERCE and DIGITAL MARKETS
Course Code: MIS 302 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 E-Commerce /E-Business: Introduction, 8L
Advantages and Disadvantages, Benefits, Features, Business models of
E-Commerce, Model based on revenue models, Implementation
ECommercebusiness, Infrastructure Requirement for E-Commerce,
Different types ofNetworking for E-Commerce ,Internet, Extranet and
Intranet, Intelligent System, Risk of Ecommerce –Overview, Security
for ECommerce, Security Standards, Farewell, Cryptography
2 M-Commerce: Definition, Classification, 6L
Advantages and Disadvantages, Benefits, Pitfalls of M-Commerce,
Hand Held Devices, Mobility and Commerce, Mobile Computing,
Wireless Web, Payment Mode.

3 E-Strategy: Overview, Strategic Methods for developing E-Commerce, 6L

E-Advertisement, Payment Mode, E-Cheque, E-cash, E-Threats and
Protection
4 ERP and SCM: Definitions-ERP,CRM,SCM, Concept of ERP, 8L
Evolution of ERP, Scope and Problem of ERP selection and
Implementation ,Selection of EEP process,
Feature of Commercial Software, Concept of CRM, Features
,Applications, SRM portal, SCP tools, SCE, Framework, Internet’s
Effect on Supply Chain Power, Case Study
5 E- Marketing/ Digital Marketing: E-shopping, Role, Policies ,Online 6L
Marketing and Offline marketing, SEO,SMM,SEM, Meta Tags,
Content Marketing, Marketing in Digital Age, Telemarketing,
Commercial packages for Eshopping Portal, Case Study
6 EDI: Introduction, Definition, Features, Benefits, Application, Model, 4L
Protocol
7 Case Study 2L

Suggested Readings:
1. Dropshipping E-commerce Business Model 2019: Steven Sparrow
2. Electronic Commerce: Gray P. Schneider
3. E-Commerce Website Optimization: Dan Croxen-John, Johann van Tonder
4. Electronics Commerce –Technologies and Applications: Bhaskar Bharat, TMH
5. Frontiers of Electronic Commerce: Kalakota ,Whinston, Pearson Education
6. E-Commerce : Strategy Technologies and Applications: Whiteley, David, TMH
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MIS 303: MANAGING SOFTWARE PROJECTS
Name of the Course: MANAGING SOFTWARE PROJECTS
Course Code: MIS 303 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Project Evaluation and Project Planning: 8L
Importance of Software Project Management
–Activities Methodologies – Categorization of
Software Projects – Setting objectives –
Management Principles – Management
Control – Project portfolio Management – Cost benefit evaluation
technology – Risk evaluation – Strategic program Management –
Stepwise Project Planning

2 Project Life Cycle: Software process and Process Models – Choice of 4L

Process models – mental delivery – Rapid Application development –
Agile methods – Extreme Programming – SCRUM – Managing
interactive processes
3 Effort Estimation: Basics of Software estimation – Effort and Cost 4L
estimation techniques – COSMIC Full function points – COCOMO II.
Parametric Productivity Model
– Staffing
Pattern
4 Activity Planning And Risk Management: Objectives of Activity 6L
planning – Project schedules – Activities – Sequencing and scheduling –
Network Planning models –
Forward Pass and Backward Pass techniques – Critical path (CRM)
method – Risk identification – Assessment – Monitoring – PERT
technique – Monte Carlo simulation – Resource Allocation – Creation of
critical patterns – Cost schedules.
5 Project Management and Control: Framework for Management and 8L
control – Collection of data Project termination – Visualizing progress –
Cost monitoring – Earned Value Analysis – Project tracking – Change
control- Software Configuration Management – Managing contracts –
Contract Management.
6 Staffing in Software Projects: Managing people – Organizational 8L
behavior – Best methods of staff selection – Motivation – The Oldham-
Hackman job characteristic model – Ethical and Programmed concerns –
Working in teams – Decision making – Team structures – Virtual teams –
Communications genres – Communication plans.
7 Case Study 2L
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Readings:
1. Project Management: K. Nagarajan – New Age International Publishers
2. Applied Softer Project Management: Andrew Stellman, Jenifer Greene – O’ Reilly Media
3. Software Project Management: Bob Hughes, Mike Cotterell and Rajib Mall:– Tata McGraw Hill, New Delhi.
4. Effective Software Project Management: Robert K. Wysocki – Wiley Publication.
5. Software Project Management: Walker Royce - Addison-Wesley.
6. Managing Global Software Projects: Gopalaswamy Ramesh - McGraw Hill Education (India).

MIS 304: DATA SCIENCE USING R

Name of the Course: DATA SCIENCE USING R
Course Code: MIS 304 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days ./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Programming in R: Basics of R, Conditional and loops, R 4L
packages/libraries, Data mining GUI in R, Data structures in R,
Exceptions/ debugging in R

2 Data Wrangling: Reading CSV, JSON, XML, .XLSX and HTML files 4L
using R,ETL operations in R, Sorting/ merging data in R, Cleaning
data, Data management using dplyr in R

3 Modeling in R:Linear regression model in R, Multiple linear 10L

regressions model, Representation of regression results, Non Linear
Regression

4 Mining Algorithms using R: Association analysis, Market-based 12L

analysis/ rules, Apriori algorithm, Segmentation analysis- types of
segmentation, k-means clustering, Bayesian clustering, Principal
Component Analysis (PCA)

5 Time Series Forecasting in R and model deployment: Basics of time 8L

series, Components of time series, Time series forecasting, Deploying
predictive models

6 Case Study 2L

Suggested Readings:
1. R for Data Science – Hadley Wickham and Garrett Grolemund
2. R in Action – Robert Kabacoff
3. R for Everyone: Advanced Analytics and Graphics – Jared P. Lander
4. The R Book – Michael J. Crawley
5. R and Data Mining: Examples and Case Studies – Yanchang Zhao
6. Data Analytics using R - Seema Acharya, Mc. Graw Hill Publication
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
FINANCE

FM 301: TAXATION
Name of the Course: TAXATION
Course Code: FM 301 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
DIRECT TAX
1 Concepts: Cannons of Taxation, Person, Assessee, Income, Previous 2L
Year, Assessment Year, Gross Avoidance, Planning, Exemption,
Planning, Exemption, Deduction, Rebate, Relief.

2 Residential Status and Tax Incidence: Individual and Corporate 4L

3 Income Exempted from Tax: Individual and Corporate 2L

4 Computation of Taxable Income of Individual, HUF, Firm and 8L

Corporate: Heads of Income – Salaries, Income from House Property,
Profits and Gains from Business or Profession, Capital Gains, Income
from Other sources. Deduction from Gross Total
Income – 80CCC, 80D, 80DDB, 80E, 80G, 80GG,
80GGA, 80C, 80U; Set Off and Carry
Forward of Losses – Principles, Meaning, Inter – sources and Inter –
head Set Off, Carry Forward and Set Off of Losses under sections 71,
72and 73
5 Computation of Tax for Individual, H.U.F, Firm and Corporate: Rate of 6L
Tax and Surcharge Tax, Rebate Tax Management –
Submission of Return and Procedure of Assessment, Pan, Tan,
Preliminary ideas of Deduction and Collection of Tax at Source,
Advance Payment of Tax, Refund of Tax, Minimum Alternate Tax.

INDIRECT TAX
6 Customs Act and Valuation: Basic Concepts only 2L
7 Goods and Service Tax: GST in India. Features and Advantages, 8L
Structure of GST in India: CGST, SGST, UTGST, IGST, Taxes
subsumed by GST, Commodities kept outside the scope of GST.
Procedure for Registration; Deemed Registration, Cancellation of
Registration, Revocation of Cancellation of Registration. Levy and
Collection of Tax under GST: 16 Rates structure of GST, Scope of
supply, Composition Scheme under GST
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
8 Tax Planning: Scheme of Tax Planning, Tax Planning for Salaries, Tax 6L
Planning for Profits and gains of Business or Profession, Tax Planning
for Capital Gains

9 Case Study 2L
Suggested Readings:
1. Lal and Vasisht, Direct Taxes, Pearson Education
2. Singahnia, Direct Taxes, Taxman
3. Singhania, Indirect Taxes, Taxman
4. Bhagawati Prasad, Direct tax law and Practice.
5. Gaur and Narang, Income Tax law and Practices, Kalyani Publisher
6. T. B. Chatterjee and V. Jalan, How to handle - GST-TDS and GST-TCS, GST audit,GST Annual Return, Book Corporation

FM 302: PROJECT APPRAISAL AND FINANCE

Name of the Course: PROJECT APPRAISAL and FINANCE
Course Code: FM 302 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Project Finance, Overview and 4L
Fundamentals- Concepts, Functions, Types, Advantages and
Disadvantages, Parties, Perquisites of Project Finance.

2 Project Finance Risks and Risk Mitigation- Project Conceptualization 6L

Risk, Financial Closure Risk , Project Construction Risk , Political Risk
, Market Risk ,Supply Chain Risk, Policy Risk, Exchange Risk,
Environmental Risk , Force Majeure

3 Sources of Capital- Various sources of debt and equity , Prudence in 6L

Mix of Long Term and Short Term Finance ,Forms of Long Term
Project Finance ,Forms of Short Term Project Finance , Lease , Role of
NonBanking Finance Companies (NBFC)

4 Project Selection- Projects Procurement Process, Life – Cycle Costing, 6L

Market Analysis , Competencies and Promoter Analysis, Loan
Documentation - Infrastructure and Public Private Partnership
5 Cost of Project -Project specifications , Estimating Fixed Capital 4L
Investment in Project , Estimating Working Capital investment in the
project, Means of Financing, Concepts of Depreciation and
Amortization
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
6 Project Feasibility Analysis - Background , Net Present Value (NPV) , 6L
Profit v/s Cash Flow, Discount Rate , Tax-Shield on Interest , Tax-
Shield on depreciation ,Internal Rate of Return (IRR) , XIRR , MIRR
, Project IRR and Equity IRR , Payback Period , Discounted Payback
Period , Economic IRR

7 Financial Projections-Projected Profit and Loss Account, Projected 6L

Balance Sheet, Projected Funds Flow, Project IRR , Equity IRR , Loan
Servicing Capability: (a) Interest Coverage Ratio (ICR) (b) Debt
Service Coverage Ratio (DSCR) (c) Long Term Debt Service Coverage
Ratio (LDR) d) Sensitivity Analysis

8 Case Study 2L
Suggested Readings:
1. Project Financing: Asset-Based Financial Engineering-John D. Finnerty, Wiley and Sons
2. Project Finance in Theory and Practice: Designing, Structuring, and Financing Private and Public Projects, Stefano Gatti-
Academic Press
3. Principles of Project Finance- E. R. Yescombe,Academic Press
4. Corporate and Project Finance Modeling: Theory and Practice- Edward Bodmer, Wiley and Sons
5. Introduction to Project Finance-Andrew Fight, Elsevier
6. PPP And Project Finance -Das, Prabuddha, McGraw-Hill Education

FM 303: BEHAVIORAL FINANCE

Name of the Course: BEHAVIORAL FINANCE
Course Code: FM 303 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to the Practical Application of Behavioral Finance: 4L
Concept of Behavioral Finance, History, Incorporating Investment
Behavior into the Asset Allocation Process.

2 Investment Decision Cycle: Judgment under Uncertainty 2L

3 Intro to Neoclassical Economics and Expected Utility Theory-Utility/ 4L

Preference Functions: Expected Utility Theory [EUT]

4 Brief History of Rational Thought: PascalFermat to Friedman-Savage 4L

Paradoxes
5 Prospect Theory :Capital Asset Pricing Model, Misconceptions about 4L
Market Efficiency, and Agency Theory Prospect Theory, Framing, and
Mental Accounting

6 Information Screening Biases : Anomalies, Noise Trading, and Limits 2L

to Arbitrage
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Information Processing: Bayesian Decision Making, Heuristics and 6L
cognitive biases Overconfidence, Emotional Foundations, Implication
of Heuristics and Biases for Financial Decision-Making, Implications
for Overconfidence for Financial Decision- Making, Individual
Investors and the Force of Emotion

8 Forecasting Biases 2L
9 Emotion and Neuroscience 4L
10 Group Behavior: Conformism, Herding, Fatal Attractions 4L

11 Investing Styles and Behavioral Finance 4L

12 Case Study 2L
Suggested Readings:
1. Behavioural Finance Chandra. Prasanna.Mcgraw Hill
2. Behavioural Finance M. M. Sulphey. PHI
3. Understanding Behavioral Finance Lucy AckertCengage Learning India
4. Behavioural Finance ,William Forbes, Wiley
5. Behavioral Finance: Psychology, Decision-Making, and Markets ,Richard Deaves , South-Western College Publishing
6. Behavioural Finance, Shuchita Singh Vikas Publishing House

FM 304: CORPORATE FINANCE

Name of the Course: CORPORATE FINANCE
Course Code: FM 304 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Financial Management: Scope, Objectives, Functions 2L

2 Capital Structure: Concepts, Component of Capital, Leverage, 6L

Models of Capital Structure
3 Introduction to Corporate Finance: Meaning of Corporation, Role of 2L
Financial Manager, Agency Problem.

4 NPV as Investment Decision Criteria: Comparing NPV with other 4L

methods of Investment Decisions, The problems of multiple rates of
Return, Mutually Exclusive Projects, Capital Rationing.

5 The Investment Decision: The Cash Flow, Equivalent annual Costs, 4L

Project Interactions

6 Capital Budgeting and Risk: Company and Project Costs of Capital, 4L

Measuring Cost of Equity, Cost of Capital, and Risk Adjusted
Discount Rate, Sensitivity Analysis, Monte Carlo Simulation, Real
Options and Decision Trees
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Alignment of Managers and Owners Goal: 4L
Practical aspects of Capital Investment Process, Information and
Capital Investment, Incentives and their role in agency Problem,
Measuring and Rewarding Performance: EVA, Pros and Cons of
EVA

8 Market efficiency and Corporate Financing Basics of EMH, The 4L

Anomalies, The lessons for the Corporate Manager

9 The Financing Decision: The Financing Process, The Financing Mix: 4L

Tradeoffs and Theory, The Optimal Financing Mix, The Financing
Mix and Choices

10 The Dividend Decision: Dividend Policy, analyzing Cash Returned to 4L

Stockholders, Buybacks, Spinoffs, and Divestures

11 Case Study 2L
Suggested Readings:
1. Brearly, Myers, Mohanty: Corporate Finance, Tata McGraw-Hill
2. Copeland Weston Shastri: Financial theory and Corporate Policies, Pearson Education
3. Damodaran: Corporate Finance, Wiley
4. Ehrhardtand Brigham: Corporate Finance- a Focused approach, Thomson Learning
5. Megginson, Smart and Gitman: Principles of Corporate Finance, Thomson Learning
6. Ross, Westerfield and Jaffe: Corporate Finance, Tata McGraw-Hill
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
HUMAN RESOURCE MANAGEMENT

HR 301: TEAM DYNAMICS AT WORK

Name of the Course: TEAM DYNAMICS AT WORK
Course Code: HR 301 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Meaning of a Group and Group Dynamics, Classification of Groups – 4L
Formal and Informal groups, Command, Task, Interest and Friendship
groups. Why people join groups. The dynamics of group formation.
Theories of group formation: Classic theory of George Homans, Theodore
Newcomb’s Balance theory, Exchange theory. Five stage group
development model, Punctuated Equilibrium model of development of
temporary groups with deadlines. Managerial Implications.

2 Group Properties: Roles, Norms, Status, Size, Cohesiveness - factors that 4L

increase, Decrease group cohesiveness, relationship between group
cohesiveness, Performance norms and productivity. Deviant workplace
behaviour, Typology of Deviant workplace behaviour, groups and deviant
behaviour. Managerial Implications.

3 The Schachter Study - Implication of the Schachter study, Sociogram, 4L

Sociometry. The dynamics of Informal Groups - Norms and Roles in
informal groups, informal Roles and the informal organization. The
dynamics of formal Groups - Positive and negative attributes of
committees. The dysfunctions of group norms violation and role ambiguity
conflict. Groups’ contribution to employee satisfaction and performance.
Managerial Implications.

4 Group decision making: Group versus the Individual, strength and 4L

weakness of group decision making, Effectiveness and efficiency. Group
Think – conformity problem, symptoms of groupthink. Group Shift - risky
shift phenomenon. Dysfunctions perspective, social loafing. Group
decision making techniques - Interacting groups, Brainstorming, Nominal
Group Technique, Electronic meeting, Dialectic Decision Method (DDM),
Delphi Technique. Managerial Implications

5 Case Studies, Presentations, quizzes, experiential exercises, Team 4L

exercises, Group Discussions, Role Playing.

6 Teams in the modern workplace, why teams have become so popular, 4L

difference between group and team, types of teams – problem-solving
teams, selfmanaged work teams, cross-functional teams, virtual teams.
Managerial Implications.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Creating effective teams, the Team Effectiveness Model – context, 6L
composition, work design, process. Ingredients of effective teams –
supportive environment, skills and role clarity, super ordinate goals, team
rewards. Potential team problems – changing composition, social loafing.
Guidelines for developing effective self-managed teams. Turning
individuals into team players, shaping team players – selection, training,
rewards. Managerial Implications.

8 Team building: meaning of team building, need of team building, the 4L

process, specific building issues, team leadership, skills useful in team
building – process consultation, T- group sensitivity training,
communication skills, Negotiation skills, conflict resolution in teams,
competitive vs collaborative behavior, developing collaboration facilitating
behaviours, feedback. Managerial Implications.

9 Contemporary issues in managing teams: teams and quality management, 2L

teams and workforce diversity. Cultural/global issues. Characteristics of
mature teams - individual territories versus team spaces.
Managerial Implications.

10 Case Studies, Presentations, quizzes, experiential exercises, Team 4L

exercises, Group Discussions, Role Playing.

Suggested Readings:
1. Robbins, S.P. Judge, T.A. andSanghi, S.: Organizational Behaviour, Pearson
2. Luthans, Fred: Organizational Behaviour, McGraw Hill
3. Newstrom J.W. andDevis K.: Organizational Behaviour, McGraw Hill
4. Aswathappa, K: Organisational Behaviour, Himalaya Publishing House
5. Shukla, Madhukar: Understanding Organizations – Organizational Theory and Practice in India, Prentice Hall
6. Sekharan, Uma: Organisational Behaviour, The Mc Graw –Hill Companies
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
HR 302: HUMAN RESOURCE METRICS AND ANALYTICS
Name of the Course: HUMAN RESOURCE METRICS AND ANALYTICS
Course Code: HR 302 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction: HR metrics - meaning, importance, what metrics should 6L
HR measure? Examples of HR metrics. HR Analytics - What is
Analytics? Big data and Analytics, Stages in Data Analytics, Types of
Analytics, Causal Modeling, What is HR Analytics? Objectives of HR
Analytics. Its importance and benefits.

2 Realigning HR to business priorities, Stages of HR Analytics and the 8L

role of technology. Leveraging HR Analytics for organizational
success. Mapping Business Analytics and HR Analytics. IMPACT
Cycle. Pillars of HR Analytics success. Linking HR metrics to business
outcomes. HR measurement tools and techniques: Identifying HR
metrics, sources of data, tools and techniques of measurement. Excel,
SPSS, SAP and Other software packages.

3 Human Capital Management (HCM) - Concepts, Phases-Scanning, 4L

Planning, Producing, Predicting. The Model for Predictive
Management. Value Chain for HCM Model. Predictive Human Capital
measurements. Guiding principles of Human Capital Analytics.

4 HR Analytics and the HR delivery model. Requisites of effective HR 10L

Analytics. HR analytics modules: HR Planning, Hiring, HR
Operations, Learning and Development, Performance Management,
Compensation and Rewards, Succession Planning, Employee
Engagement

5 Human Resource Information System (HRIS): Understanding HRIS, 6L

Framework of HRIS. Benefits of HRIS. HRIS Trends: Talent
Management Analysis, Data Analytics, Social media, cloud mobile
enabled, Employee Engagement Analysis. Integrated HRIS.

6 Data and Information needs for HR Manager - Role of IT in HRM - IT 4L

for HR Managers - Concept, Structure, and Mechanisms of HRIS,
survey of Software Packages for Human Resource Information System
including ERP Software such as SAP, Oracle. EHRM-objectives,
advantages and disadvantages.
7 Case Study 2L
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Readings:
1. Michael Armstrong, A Handbook Of Human Resource Management Practice, Kogan Page
2. Gueutal and Stone, The Brave New World Of e-HR
3. Monk and Wagner, Concepts In Enterprise Resource Planning, Thomson
4. Steve VanWieren, Quantifiably Better: Delivering Human Resource Analytics from start to finish.
5. Bernard Marr, Data-driven HR: How to use Analytics and Metrics to drive performance.
6. Ramesh Soundararajan, Kuldeep Singh, Winning on HR Analytics: Leveraging data for competitive advantage.

HR 303: CROSS CULTURAL MANAGEMENT

Name of the Course: CROSS CULTURAL MANAGEMENT
Course Code: HR 303 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction - Concept of Culture For A Business Context; 10L
Organizational Culture and Its Dimensions; Cultural Background of
Business Stake-Holders [Managers, Employees, Share -Holders,
Suppliers, Customers and Others] – An Analytical Framework

2 Culture and Global Management - Global Business Scenario and Role of 10L
Culture; A Frame Work for Analysis; Elements and Processes of
Communication Across Cultures; Communication Strategy for/ of An
Indian MNC and Foreign MNC and High

Performance Winning Teams and Cultures; Culture Implications for

Team Building

3 Cross Culture – Negotiation and Decision Making - 8L

Process of Negotiation and Needed Skills and Knowledge Base – Over
view with two illustrations from multi cultural contexts [India – Europe/
India – US settings, for instance]; International and Global Business
Operations- Strategy Formulation and Implementation;
Aligning Strategy, Structure and Culture in an organizational Context

4 Global Human Resources Management - Staffing and Training for 4L

Global Operations – Expatriate - Developing a Global Management
Cadre..
Motivating and Leading; Developing the values and behaviors necessary
to build high-performance organization personnel [individuals and teams
included] – Retention strategies.

5 Corporate Culture - The Nature of Organizational Cultures Diagnosing 6L

the As-Is Condition; Designing the Strategy for a Culture Change
Building;
Successful Implementation of Culture Change Phase;
Measurement of ongoing Improvement
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
6 Case Study 2L

Suggested Readings:
1. Cashby Franklin, Revitalize Your Corporate Culture: PHI, Delhi
2. Deresky Helen, International Management: Managing Across Borders And Cultures, PHI, Delhi
3. Esenn Drlarry, Rchildress John, The Secret Of A Winning Culture: PHI,Delhi
4. Deepak Kr. Bhattacharya, Cross Cultural Management, PHI
5. Jessica. L. Whiteman, Richard, L. Griffith, Critical Issues in Cross Cultural Management, Springer
6. Broweays, Understanding Cross Cultural Management; Pearson

HR 304: ORGANIZATIONAL DESIGN

Name of the Course: ORGANIZATIONAL DESIGN
Course Code: HR 304 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Organization Theory – Classical Theories: Scientific Management, 4L
Administrative Principles, Theory of Bureaucracy, Human Relations
Approach; Modern Theories: Systems Approach, Information processing
Approach, Contingency Approach. Managerial Implications.

2 The Bureaucratic model, dysfunctions of Specialization, Hierarchy, Rules, 4L

Impersonal characteristics. Modern view of Bureaucracies, Modifications
of Bureaucratic structuring, types of centralization and decentralization,
optimum degree of decentralization, Flat and tall structures, Behavioral
implications of Flat versus Tall Structure. Managerial Implications.

3 Organizational Structure and Design – Understanding organizational 6L

structure, Elements of Designs of organization’s structure:
Work Specialization, Departmentalization, Chain of command, Span of
control, Centralization and Decentralization, Formalization Understanding
Departmentalization by Function, Product, Location, process, customer.
Types of structures: Line, Line and Staff, Functional, Project, Matrix
structures. Managerial Implications

4 Case Studies, Presentations, quizzes, experiential exercises, Team 6L

exercises, Group Discussions.

5 Mechanistic and Organic Models: Determinants of an Organization’s 4L

Structure –
Strategy, the strategy and structure relationship, Organization Size,
Technology and Environment, Three Dimensional Model of the
Environment. Organizational Designs and Employee Behaviour.
Managerial Implications.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
6 Emerging Organizational Designs: Horizontal design, Network design, 6L
Virtual Organization, Boundary less Organization, Learning Organisation,
Empowered Organizations, e-Organization: implications for Individual
Behaviour, Group behaviour, effects on interpersonal relationships.
Restructuring Indian Organisations, Regrouping business activities,
strategic business units. Managerial Implications.

7 Forces reshaping Organizations: Organizational Life Cycles, Impact of 6L

Culture on organization Structure, Types and forces of organizational
change: Globalization, Changes in Information processing technologies,
Automation, Demands on organizational processes. Roles and
responsibilities in the changed process. Managerial Implications.

8 Case Studies, Presentations, quizzes, experiential exercises, Team 4L

exercises, Group Discussions.
Suggested Readings:
1. Robbins, S.P. Judge, T.A. andSanghi, S.: Organizational Behaviour, Pearson
2. Luthans, Fred: Organizational Behaviour, McGraw Hill
3. Newstrom J.W. andDevis K.: Organizational Behaviour, McGraw Hill
4. Aswathappa, K: Organisational Behaviour, Himalaya Publishing House
5. Shukla, Madhukar: Understanding Organizations – Organizational Theory and
Practice in India, Prentice Hall
6. Sekharan, Uma: Organisational Behaviour, The Mc Graw –Hill Companies
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MARKETING

MM 301: B2B MARKETING

Name of the Course: B2B MARKETING

Course Code: MM 301 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks

Attendance: 5 marks

Practical: hrs./week End Semester Exam : 70 Marks

Credit Points: 4

Unit Content Hrs/Unit Marks/Unit

1 Nature of Business Marketing: Business Marketing 6L
Concept, Business vs. Consumer
Marketing, Economics of Industrial demand, Types of Industrial
Markets, Types of Business Customers, Classifying Industrial
Products and
Services, Business customers‘ purchase orientations,
Organizational Procurement
Characteristics, Environment Analysis in Business Marketing.

2 Organizational Buying Behavior: Organizational Buying Process, 6L

Types of purchases/buying situations, Buying Centre Concept,
Inter Personal Dynamics of Business
Buying Behaviour, Roles of Buying centre, Conflict
Resolution in Decision, The Webster and
Wind model of Organizational Buying Behaviour, Ethics in
Purchasing

3 Business Marketing Research: Differences between 2L

B2C and B2B Marketing Research, Sales Forecasting Approaches,
Top-Down, Bottom-up approaches.
4 Market Segmentation: Segmenting, Targeting and Positioning of 4L
Business Market, Value based segmentation, Model for segmenting
the organizational Market
5 Product Policy of established products: Classification of the product 4L
types; the life cycle of
the product; Management products; Strategies for established
products. Product policy of new product development: Strategies for
the development of new products; Marketing systems; Marketing of
engineering services
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
6 Formulating Channel Strategy: Nature of Business 4L
Marketing channels, Intermediaries,
Direct and Indirect Channels, Channel Objectives,
Channel Design, Managing Channel
Members, Selection and Motivation of Channel
Members, Channel conflicts
7 Pricing Strategy: Price Determinants, Factors that 2L
Influence the Pricing Strategies, Pricing
Methods, concept of learning curves, Pricing
Strategies, Pricing Policies, Terms of Payment,
Competitive Bidding, Leasing

8 Case Study The Promotional Strategies: Communication Objectives, 2L

Role of personal relation, Advertising, Sales Promotion in Industrial
Markets, Trade shows and Exhibitions

9 Management of Sales Force: Personal Selling, steps involved in B2B 4L

personal selling, process of tendering, Key Account Management,
Managing the Industrial Sales Force, Organizing
and controlling the industrial sales force activity, planning for sales
force deployment

10 B2B through E-Commerce: Business-to-Business forms of E- 4L

Commerce, Models for B2B ecommerce, marketing strategy for the
electronic market place.

11 Case Studies in Indian context only 2L

Suggested Readings:
1. Industrial Marketing by P. K. Ghosh; Oxford University Press
2. Indian Cases in B2B Marketing by Dilip Sarwate
3. Fundamentals of Business to Business by Coe John; McGraw-Hill Education
4. Business Market Management by Jr. Anderson James C; Pearson
5. Driving Demand: Transforming B2B Marketing to Meet the Needs of the Modern Buyer by Carlos Hidalgo; Palgrave
Macmillan
6. The Challenger Sale by Matthew Dixon, Brent Adamson; Penguin
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MM 302: SALES & DISTRIBUTION MANAGEMENT
Name of the Course: SALES & DISTRIBUTION MANAGEMENT
Course Code: MM 302 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Sales Management: Evolution of sales department, 2L
Nature & scope
of personal selling & sales management, Roles and functions of a sales
manager
2 Personal Selling: Types of selling situations, Buyer- seller dyad, Theories 4L
of selling, Personal selling process (pre-approach, approach, presentation,
handling objections, closing a sale, follow-up)

3 Planning and Organizing Sales Force Efforts: Strategic planning and 4L

sales organization, Sales department relations, Distribution network
relations, Sales forecasting, Sales budget, Sales objectives, Sales
territories and quotas, functions of a sales manager, sales force planning

4 Sales Force Development: Sources of recruitment, Selection process, 4L

Methods of selection, Need and purpose of training, Types of training,
Designing a training programme - ACMEE model

5 Directing and Controlling the Sales Force: 6L

Supervision, Territory management,
Determination of quota/target, Determination of compensation of sales
force, Leading and Motivating, Analysis of sales, Costs and
Profitability, Evaluation of sales force performance

6 Marketing Channels: Structure, Functions and advantages, Types of 4L

channel
intermediaries – wholesalers, distributors, sales agents, brokers,
franchisers, C&F
agents, and retailers , Channel Conflicts and remedies

7 Channel Design and Management: Channel objectives 4L

& constraints, Identification,
evaluation and selection of channel alternatives,
Channel management and control –
recruiting and selecting channel members, motivating, evaluating
channel arrangements

8 Physical Distribution & Logistics: Goals, function, processing, 2L

warehousing, inventory & transportation
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
9 Retail and Merchandise Management: Retail strategies, Location, Types 6L
of retail formats, Stores layout, Visual merchandising techniques,
Planning of assortment,
Servicing and buying of merchandise, Supply chain management in
retailing

10 Case Studies 4L

Suggested Readings:
1. Cundiff, Still & Govoni : Sales Management – Decision, Strategies & Cases; PHI./Pearson Education
2. Levy, M. & Weitz, B.A.- Retailing Management - McGrawHill
3. Panda, Sahadev: Sales & Distribution Management; OUP
4. Shapiro, R.L., Stanton, W.J. & Rich, G.A.: Management of Sales Force; TMH
5. S.L. Gupta Sales and Distribution Management, Excel Books India, 2009
6. Krishna K Havaldar Vasant M Cavale Sales and Distribution Management: Text and Cases, Tata McGraw-Hill Education,
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MM 303: IMC/ PROMOTION STRATEGY
Name of the Course: IMC/ PROMOTION STRATEGY
Course Code: MM 303 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Integrated Marketing Communication: 4L
Definition, features and role of IMC and its relation with marketing
program Concept, Evolution of IMC, Reasons for Growth and
Features. Promotional Tools for IMC, IMC Planning Process,
Communication Process, AIDA and Hierarchy of Effect Model,
Establishing Objectives and Budgeting: Determining
Promotional Objectives, Sales vs. Communication
Objectives, DAGMAR, Problems in Setting Objectives, and Setting
Objectives for the IMC Program.

2 Elements of IMC: Sales Promotion – Different Types of 6L

Sales Promotion, Advantages and Disadvantages. Public Relation and
Publicity – Types of PR, Process, Advantages and Disadvantages,
Types of Publicity, Direct Marketing – Features, Advantages and
Disadvantages, Personal Selling
– Features, Advantages and Disadvantages, Advertising – Features,
Advantages and Disadvantages,, New Trends in IMC, International
Media.

3 Sales Promotion: Definition, Reasons for rapid growth of sales 4L

promotion, Objectives of sales promotion, Types of sales promotion,
Tools and techniques of consumer and trade promotion with merits
and demerits, Role of sales promotion in IMC programme

4 Public Relations and Corporate Advertising: Definition, New role of 2L

PR, Objectives, tools and techniques of public relations with merits
and demerits, Corporate advertising- scope and types, role of PR in
IMC programme
5 Evaluation of Promotional Effectiveness: Reasons to measure 2L
effectiveness, What, when, where, how to test, Testing methods - pre-
testing and post testing techniques, Essentials of effective measures,
Problems with current methods, Measuring effectiveness of other
promotion

6 Advertisement: Introduction to Advertising: History of advertising, 2L

Definition, features and role of advertising, Relationship of
advertising with other promotional mixes and marketing mix
elements, Various forms of Advertising:
(national, retail, cooperative, trade,
industrial financial, corporate, public services, political)
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Advertising Industry: Advertisers, Advertising agencies and support 2L
organizations, Types of agencies, Structure, role and functions of ad
agencies, Agency compensation and evaluation.

8 Advertising Planning and Budgeting: Planning process, steps, 2L

situation analysis, objective
setting, budgeting, developing promotional strategies, implementation
and control,
Budgeting approaches – different methods, allocation of budget

9 Designing an Advertisement: Different dimensions, 4L

Importance of creativity to advertising,
Creative process, developing a creative brief, Message
Strategies: Message structure,
Message appeals- rational, emotional, Message source- credibility,
attractiveness, power.
10 Execution frameworks: for print and electronic media - copywriting, 2L
body copy, headlines, layout, visuals, slogans, logos, signatures,
storyboards
11 Media Strategies: Media planning process, Media mix, Coverage, 4L
Reach, Frequency, Impact, Scheduling, Different types of media –
television, radio, print, outdoor, characteristic features, advantages
and limitations, Factors influencing choice of media flows and
functions, Channel design decisions

12 Social Media marketing: Concept, role and features of SMO, SEO, 2L

Facebook, Twitter, Linked in, youtube as means of marketing
communication
13 Advertising and Society: Social – social and cultural, Ethical – 2L
deceptive, offensive,
economical- effect on consumer choice, competition, cost and prices,
and Regulatory aspects of advertising – ASCI

14 Case Study on aspects of Advertising 2L

Suggested Readings:
1. Contemporary Advertising: Arens W.F.; TMH
2. Advertising and Promotion: Belch G.E. and Belch M.A; TMH
3. Integrated Advertising, Promotion and Marketing Communications: Clow K.E., Baack D.; Pearson
4. Advertising and Integrated Brand Promotion: O‘Guinn T. C., Allen C.T.; South Western
5. Ogilvy on Advertising: Ogilvy David; Pan Books
6. Understanding Digital Marketing: Damian Ryan, Pearson
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MM 304: MARKETING RESEARCH
Name of the Course: MARKETING RESEARCH
Course Code: MM 304 Semester III
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days/week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Marketing Research: Introduction, Application of research in 2L
managerial decision making,
Aims, roles, functions and sources of research, Client-user interface –
role conflict and resolution

2 Research Process: Steps in planning – research purpose and objectives, 4L

Converting a
manager‘s problem to a researcher‘s problem, Problem formulation,
research design, data collection, analysis, report presentation,
Preparation of the research proposal.

3 Research Design: Types of research - exploratory studies, descriptive 4L

studies, causal studies,
Types of information needed - behavioural and non- behavioural
correlates
4 Sources of Data: Primary and secondary source (govt., non- govt. and 4L
syndicated research), Errors in data collection

5 Primary Source – Methods of Data Collection: Focus groups, 4L

Observations, Case histories;
Surveys – survey methods - structured and unstructured, direct and
indirect methods, indepth interviews, panels, interview media: personal,
telephone, internet and mail, questionnaire construction and pre-testing,
qualitative and quantitative research.

6 Case Study Measurement and Scaling: Types of scales (data/levels of 6L

measurements), nominal, ordinal, interval, ratio scales, Attitude
measurement methods - variability methods (paired comparison,
ranking, rating, ordered category sorting), Quantitative judgment
methods

7 Sampling: Census vs. sample, Steps in sampling process, Definition of 4L

population, frame,
unit and element, Types of sampling: Probabilitistic and non-
probabilitistic sampling
techniques Determination of sample size
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
8 Analysis of Data: Classification of data, Analytical techniques – 10L
univariate analysis, hypothesis testing- parametric and non-parametric
tests, bivariate analysis. Some multivariate analysis techniques like
multiple regression, discriminant analysis, factor analysis, cluster
analysis, multi - dimensional scaling and conjoint analysis, forecasting
methods (application and interpretation only)

9 Application Areas: Advertising Sales analysis and forecasting, Case 2L

Studies
Suggested Readings:
1. Research for Marketing Decisions: P. Green and D. Tull and G. Albaum; PHI
2. Marketing Research: Text and Cases; Boyd and Westfall; AIT Bookseller
3. Marketing Research: Luck and Rubin; PHI
4. Marketing Research: D.R. Cooper and P.S. Schindler; TMH
5. Marketing Research: Naresh K Malhotra; Pearson
6. Marketing Research: G C Beri; Tata McGraw Hill
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
FOURTH SEMESTER

DM 401: Search Engine Optimization

Name of the Course: Search Engine Optimization
Course Code: DM 401 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Understanding Search Engine Optimization: 8L
Concept of Search Engine Optimization (SEO),
Features of SEO, Significance of SEO,
Major functions of a search engine, What are the types of SEO
2 Elaboration of Different Concepts: 4L
Keyword Research, Factors determining SEO Ranking, Workings
of Google, Factors determining SEO Ranking
Website Audit: Understanding of Website Audit, Different types 6L+4P
of Website Audit, Significance of carrying out Website Audit,
Mode of carrying out Website Audit
3 On Page Optimization: 8L
Quality of Contents, Usage of Keywords, Understanding
Keywords, Keyword Popularity, Keyword Relevance, Keyword
Density, Keyword Consistency. Off Page optimization
4 Content Marketing: Overview, Different 4L
Types of Content Writing,
Stages for designing a Content Marketing Campaign.
Identification of the Content Marketing Tactics, Application of
Social Media in Content Marketing
5 Direct Marketing: Overview , Advantages of ‘Direct Marketing’ 4L
Activities, Designing of an effective Direct Marketing Campaign,
Objectives of Direct Marketing Campaigns
6 Strategies for SEO Writing: Exploration of the right set of 4L
keywords, Application style of keywords into the SEO Article,
Uniqueness and Relevancy of the Article, Focusing on Analytics

Reference Books:
1) Dynamic Digital Marketing--Dawn McGruer
2) Digital Marketing for Beginners 2020--Oliver J.Rich
3) Digital+Marketing & Vice Versa--Juan A.Flores Sanchez

E-books(with free PDF downloads):

1) Website: 7boats.com
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
a) Quick Guide to Digital Marketing
b) SEO
c) Social Media Marketing and many more
2) website: emarketinginstitute.org

Course Outcomes:
After successful completion of this course, students shall be able to
CO1: Understand the concept Search Engine optimization.
CO2: Evaluate the impact of a SEO in terms of a specific marketing objective.
CO3: How to structure social campaigns and everyday content.

DM 402: Search Engine Marketing

Name of the Course: Search Engine Marketing

Course Code: DM 402 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Search Engine Marketing (SEM): 6LL
Concept of SEM, Comparison between SEO and SEM SEM and
Keywords: Pay Per Click (PPC) Cost Per Click (CPC)

2 Search Engine Results Page (SERP) 6L

Educational Navigational Interchangeable Four Different components
of SERP

3 Click-Through Rate (CTR) Impressions: 8L

Served Impressions Viewable Impressions Google Display Network
(GDN) Ranking of the Ads: Bid Amount Ad Quality Search Context
Impact of the Ad Extensions

4 Pay Per Click (PPC) Campaigns: -Elements of PPC Campaigns, 8L

-Management of PPC Campaigns,
-Creation of a Pay Per Click Campaign
- Pricing Models for a PPC Campaign

5 Tracking Metrics for PPC Campaigns: 6L

Clicks, Click-Through Rate (CTR), Quality Score, Cost Per Click
(CPC), Cost Per Acquisition (CPA), Conversion Rate or CVR, Budget
Attainment
6 Development of PPC Ads, Placement Tool: 6L
-Keywords ,-Website ,-Category
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Course Outcomes:
After successful completion of this course, students shall be able to
CO1: Understand the meaning and use of website.
CO2: learn and able to identify, formulate the advertising concept of Google.
CO4: Underrating Role of Digital advertisement in different platform.

DM 403: Website Development

Name of the Course: Website Development

Course Code: DM 403 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to website: 10
Basic idea of Websites,
Types of Websites: Static Website, Fluid Website ,Responsive Website
,Corporate Websites, E-Commerce Websites, Social Media Websites,
Crowd funding Websites, Blog or Personal Websites, Educational Websites,
News Websites, Entertainment or Video Streaming Websites.

2 Website Planning and Development: 6L+2P

Define keyword, Keyword Selection Process.
Types of Key Words: Sub-Primary Keywords, Secondary Keywords,
Sub-Secondary Keywords,
Sources of Keywords.

3 Google Keyword Planner: Google Trend, Google Search Console, 6L

Suggestion Keyword finder.

4 Understanding Domain Name and Webhosting: 8L

Meaning of Domain, Types of Domain Names, Name and Webhosting,
Process of Buying a Domain Name, Process of buying a Web- hosting,
How to change the Domain name servers
5 Building Website Using WordPress: Define WordPress, significance of it 8L + 6P
in website development, How to install WordPress, How to use WordPress
to Design various Post and pages

COURSE OUTCOMES
After successful completion of this course, students shall be able
CO1: Describe digital business and innovation through creating a website.
CO2: Identify the types and factors of keywords selection process
CO3: Understand the impact of the Domain name.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)

DM 404: Website Analytics

Name of the Course: Website Analytics

Course Code: DM 404 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Website Analytics: concept of website analytics, Different types of Web 10L
Analytics - Social Web Analytics, Mobile Web Analytics, Conversion Web
Analytics. Definition of Online Advertising, Types of Online Advertising.

2 Key Performance Indicators: 8L

Bounce Rate, Exit Rate, Conversions, Time on Page, Advertising/E-
Commerce Metrics, In-Page Analytics.

3 Google Analytics: Introduction and Significance, Google Analytics Interface 8L

and Setup, Understanding Goals and Conversions, Benefits of using Google
Analytics

4 Content Analysis: 8L
Overall Traffic Analysis, Engagement Analysis, Landing Page Analysis, Exit
Analysis, Value Analysis, Speed Analysis, Event Analysis.

5 Website Traffic Measurement Metrics 6L

Key Website Traffic Metrics -
Traffic Sources, New vs. Old Visitors, Average Time spend on Website,
Conversion Rate.

Course outcomes:
After successful completion of this course, students shall be able to; CO1: Understand the results of website analytics.
CO2: Able to grasp the practical situations and design the solutions for digital marketing by website analysis. CO4: Learn how to do
content analytics and take pricing decisions as well as media related decisions.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
ELECTIVE PAPERS

FINANCE

FM 401: INVESTMENT ANALYSIS & PORTFOLIO MANAGEMENT

Name of the Course: INVESTMENT ANALYSIS & PORTFOLIO MANAGEMENT
Course Code: FM 401 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Concepts of Portfolio Management: Financial Instruments, 4L
Overview of Indian Capital Market, Brief ideas on portfolio
management, ideas on speculation, hedging, arbitraging
2 Security Analysis: Concept of Security- Fundamental and 6L
Technical Analysis difference between Fundamental and Technical
Analysis – (support and resistance- Charts and graph – line chart –
Candlestick Chart – various patterns) – Dow Theory – Elliot Wave
Theory

3 Security Valuation: Valuation of Bond 6L

– YTM and its calculation- Duration of Bond – Concept of
Immunization- Valuation of Shares

4 Risk and Return: Definition of Risk and Return- Different types of 2L

Risk measurement of Risk and Return of single security – Beta of
Security

5 Portfolio Theory: Concept of Portfolio, measurement of Portfolio 4L

risk and return, Markowitz Portfolio theory – Efficient Frontier
and selection of Optimum Portfolio.

6 CAPM Model: Idea and interpretation - SML and CML. Analysis 4L

and interpretation– Usefulness.
7 Other Portfolio Theory: Sharp Single Index Model - Arbitrage 6L
pricing theory and Multi Factor Theory.
8 Market efficiency and Portfolio Evaluation: Concept of market 4L
efficiency - Different types of market efficiency and their
interpretation - Techniques of analyzing portfolio performance -
analysis and modification of portfolio.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
9 Case Studies 4L

Suggested readings:
1. Fischer and Jordon, Security Analysis and Portfolio Management, Prentice Hall.
2. Kevis, S, Security Analysis and Portfolio Management, Prentice Hall
3. Copeland, Weston & Shastri, Multinational financial analysis, Pearson
4. Nagarajan & Jayabal, Security analysis and portfolio management, New Age International 5
5. . Avadhani, V.A., Security Analysis and Portfolio Management, Himalaya Publishing
6. . Bhalla. B.K. Investment Management, S Chand Publication.

FM 402: MANAGING BANKS & FINANCIAL INSTITUTIONS

Name of the Course: MANAGING BANKS & FINANCIAL INSTITUTIONS

Course Code: FM 402 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Organization and Functions of banking industry: types of banks, 6L
comparatives features of different banks, banking business models,
factors, necessitating banker’s role in the economy, intermediation
functions of bank, credit creation
2 Competition in banking industry: competition in commercial & 2L
investment banks, changes in bank’s operation, managing
competition among banks.

3 Failures of banks & Need for regulation: risk associated in banking 6L

business, causes of bank failures, warning signals in predicting bank
failures. Bank support mechanism, problems to bank, regulatory
support, bank’s supervision, financial crisis to bank. Regulatory
cycle.

4 Basel committee norms: capital adequacy, 3 pillars, Basel-I & II, 4L

measurement of market & operational
5 Interest rate & Risk Management: asset & liability management, 4L
GAP analysis, duration analysis.

6 Business loan & Micro credit: loan proposals, classification of loans 4L

based on pricing, methods of sanctioning loans, loan portfolio of
banks, fundamentals of micro finance, micro finance credit model,
institutions.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Credit rating & risk management: structure of credit risk 4L
management, evaluation of credit risk, internal rating system, credit
risk distribution.
8 Liquidity functions of banks: liquidity management & conflict, 2L
action plan, time bucket.
9 Bank Merger: Merger objectives, 4L
Stewart’s motivating forces, evaluating mergers.

10 Rating of banks: business risk of banks, ratio used in bank rating, 2L

application of bank grading.

11 Case Studies 2L

Suggested Readings:
1. M.Y. Khan, Indian Financial System, Tata Mc Graw Hill, Delhi
2. Jeff Madura, Financial Markets And Institutions, CenGage Learning, Delhi
3. H.R. Machiraju, Indian Financial System, Vikas Publishing House, Delhi
4. Pathak, The Indian Financial System, Pearson Education India
5. Suresh Padmalata & Paul Justin, Management of Banking and Financial Services; Pearson
6. . Joel Bessis, Risk Management in Banking; Wiley

FM 403: MERGERS, ACQUISITIONS & CORPORATE RESTRUCRING

Name of the Course: MERGERS, ACQUISITIONS & CORPORATE RESTRUCRING

Course Code: FM 403 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to mergers and acquisitions: Meaning, types, 2L
advantages & disadvantages

2 Strategic evaluation of M & A opportunities: Selection 4L

criteria, key steps in the strategic planning of a merger,
feasibility analysis, features of acquisition of sick companies

3 Strategizing and structuring M & A activities: Merger process 4L

from planning to implementation, five stage model, and
methods of financial mergers
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
4 Synergy and value creation in mergers: Types of synergy, role 4L
of industry life cycle, value creation in synergy, factors
contributing to M & A.

5 Corporate Restructuring: Meaning & need, different methods 4L

of corporate restructuring.

6 Demergers: Meaning & characteristics, structure of demerger, 4L

tax implications
7 LBOs, MBOs, MLPs, ESOPs: Concepts, mode of purchase in 4L
LBO, key motives behind an MBO, classify types of MLP, &
ESOP.

8 Joint ventures: Meaning & characteristics, role of joint 4L

venture in business strategy, Tax aspect of joint venture,
reasons for failure in joint venture.

9 Valuation of assets: basis of valuation, different methods of 6L

valuation, valuation of synergy.
10 Legal & regulatory framework of M& A: Provisions of the 6L
Companies Act 1956 relating to M & A., buy back of shares,
provisions for SEBI act 1992, income tax act for M & A.

11 Case Studies 2L

Suggested Readings:
1. Kamal Ghosh Roy (2010).Merger & Acquisitions. PHI
2. Rabi Narayan Kar & Minakshi (2017). Mergers Acquisitions & CorporateRestructuring. Taxmann
3. Kapil & Kapil (Mergers and Acquisitions: Valuation Leveraged Buyouts andFinancing. Willey
4. Donald M. De Pamphilis ,Mergers, Acquisitions, and Other Restructuring Activities,Academic Press
5. Robert F. Bruner ,Applied Mergers and Acquisitions, University Edition, Wiley
6. Jean Tirole, The Theory of Corporate Finance, , Princeton University Press
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)

FM 404: FINANCIAL DERIVATIVES

Name of the Course: FINANCIAL DERIVATIVES

Course Code: FM 404 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Forward Contract: Forward contracts, 6L
Limitations of forward markets, pay-offs, Forward Rate
Agreement (FRA)
and Forward Foreign Exchange Contract – Cost of Carry
Model
2 Introduction to Futures: Introduction to futures, Stock Futures, 4L
Index futures, Commodity Futures and Currency Futures -
Distinction between futures and forwards contracts
3 Concept of Margin – Types of Margin in Futures – ITM, 4L
ATM, OTM - Concept of Lot size - Open Interest- Hedging
through Forward and Futures – Contango and Backwardation
– Basis Risk
4 Credit Derivatives: Types of Credit Derivatives- Types of 6L
Swap-Credit Default Swaps - Collateralized Debt
Obligations(CDO) - The Indian Scenario, credit risk
mitigation, Weather and Energy Derivatives
5 Option: Call and Put Option- American and European Option- 4L
Put Call Parity
6 Different Option Strategies: Bully, Bearish, Neutral Non 4L
Directional Strategy, Option Strategy – Profit & Loss Chart
7 Option Valuation: Pricing and Valuation of Option Contract- 8L
Binomial Option Pricing Model - Black Scholes Model – their
interpretations
8 Option Greeks: Theta, Vega, Gamma, Delta 2L
9 Case Studies 2L

Suggested readings:
1. Options, Futures and other Derivatives, John C. Hull, Pearson Education
2. Derivatives, Dubofsky and Miller, Oxford University Press
3. Financial Derivatives, Gupta, S.L., Prentice Hall.
4. Financial Derivatives and Risk Management, O.P. Agarwal, Himalaya Publishing
5. Derivatives & Risk Management, Rajiv Srivastava, Oxford Publication House 6. Financial Derivatives: Risk Management,
Bhalla. V. K., S. Chand & Company.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
HUMAN RESOURCE MANAGEMENT

HR401: MANPOWER PLANNING, RECRUITMENT& SELECTION

Name of the Course: MANPOWER PLANNING, RECRUITMENT& SELECTION

Course Code: HR 401 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Unit Content Hrs/Unit Marks/Unit
1 Manpower Planning: Concept, Benefits, Types of manpower 4L
planning, Macro Level
Scenario of manpower planning, Factors affecting manpower
planning, Process of manpower planning, barriers, requisites for
successful manpower planning.

2 Methods and Techniques: Demand Forecasting : Managerial 8L

judgement, Ratio- Trend Analysis, Work Study Techniques,
Delphi Technique, Regression Analysis,
New Venture analysis, Markov Analysis, Supply Forecasting :
Analysis of existing Manpower, Analysis of internal supply;
inflows and outflows, turnover rate, productivity level,
movement among jobs, Analysis of external supply, Balancing
Supply & Demand, Issues of Shortage and Surplus.

3 Job Analysis & Job Evaluation: Job Analysis - Concepts, 4L

Process, Job Description, Job Specification, Uses, Limitations;
Job Evaluations – Concepts, Methods, Uses, Limitations

4 Human Resource Information System (HRIS): Understanding 2L

HRIS, its objectives, HRIS Framework, Benefits, Trends.

5 HR Audit, HR Accounting 2L
6 Manpower Plan Implementation Strategies: Recruitment, 4L
Redeployment, Downsizing Plan, Retention Plan, Training
Plan, Career Plan, Succession Plan, Compensation Plan

7 Strategic Manpower Planning: Concepts, objectives, SMP 4L

Process, Tools,
Evaluation, Balanced Score Card, HR Dash Boards, HR score
card
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
8 Recruitment and Selection: Concepts, Factors influencing 8L
recruitment, reservation rules, resettlement and rehabilitation
rules, policy and programmes in Public Sector, Private Sector,
MNCs, Government Establishments, Educational Institutions,
Health Care & Hospitals, Process of Recruitment, Sources of
Recruitment, alternatives to recruitment, The New Techniques:
Web, Social Media, Mobile, Recruitment Issues in Core sector,
Service sector and IT sector. Selection: Meaning, use of selection
for competitive advantage,
Selection Process-
Tests, types of tests, Group Discussions, Interviews, types of
interviews, Common
Interview Problems, Assessment Centres, Gamification,
Physical fitness tests, Hiring
Decisions, Barriers to effective selection, Evaluation of selection
process, making selection effective, Outsourcing-gains,
problems, issues

9 Case Studies 4L

Suggested Readings:
1. Turner, Paul : HR Forecasting and Planning, Jaico Publishing House
2. Armstrong, Michael: A Handbook of Personnel Management Practice, Kogan Page ,London
3. Dessler,Gary : Human Resource Management, Pearson Education
4. Aswathappa, K : Human Resource Management, Tata McGraw Hill
5. Pattanayek, B : Human Resource Management, PHI
6. Saiyadain, M.S: Human Resource Management : Tata McGraw Hill

HR 402: EMPLOYEE RELATIONS & LABOUR LAWS

Name of the Course: EMPLOYEE RELATIONS & LABOUR LAWS

Course Code: HR 402 Semester IV

Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 days./week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Unit Content Hrs/Unit Marks/Unit
1 Employee Relations Management (ERM): Overview, Tools, 4L
Core Issues ,ERM in multi union situations in Core Sector,
ERM in Service & IT Sector , Strategic ERM Strategy and
Employment Policies, Future Challenges, Performance
Management
Services, Involvement and Commitment as Competitive
Advantages, The Psychological Contract: Interest and
Expectations, HR Infrastructure, Employee Surveys
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
2 Industrial Relations: Overview, importance, Approaches to IR, 4L
Parties to IR, System Model of IR, Industrial Employees of
India, Problems of Industrial Workers (absenteeism,
commitment, Work Ethics), Contemporary Issues in Employee
Relations
3 Employee Discipline: Types, Misconduct, Disciplinary Action, 2L
Disciplinary Enquiry and Procedures, Grievance Handling and
Redressal.
4 Collective Bargaining: Theories, Prerequisites, Process, 2L
Negotiating Skills and Strategies, Agreement – content,
Validity, Implementation, Productivity Bargaining, Growth of
Collective Bargaining in India
5 Trade Unionism in India : Introduction, 2L
Trade Unions, Reasons for Joining Trade Unions, Types and
Functions of Trade Unions, Type of Trade Union Agitations,
Trade Unions in India and its Problems,
Employers’ Organizations in India, Managerial Associations.
6 Employee Welfare and Employee Participation: Concept, 4L
Purpose, Statutory and Non-Statutory Provisions, ILO
Conventions and its application in India.
Meaning of Employee Participation and Empowerment,
Advantages, Employee Participation in India- WPM, EPM,
Quality Circles- Concept and Practices in India
7 Legal Framework: Evolution of Labour Laws in India4L 2L
8 Laws relating to Establishment: Factories Act, 1948; 4L
Plantations Labour Act, 1951; Mines Act, 1952; Shops &
Establishment Act.
9 Laws relating to Wages: Payment of Wages Act, 1936; 2L
Minimum Wages Act, 1948; Payment of Bonus Act, 1965;
Equal Remuneration Act, 1976.
10 Laws relating to Industrial Relations : 6L
Trade Unions Act, 1926; Industrial
Employment (Standing Orders) Act, 1946;
Industrial Disputes Act, 1947;
11 Laws relating to Social Security – Employees’ Compensation 4L
Act, 1923; Employees’ State Insurance Act, 1948; Employees’
Provident Funds & Misc. Provisions Act, 1952; Maternity
Benefit Act, 1961; Contract Labour (Regulations and
Abolitions) Act, 1970;
Payment of Gratuity Act, 1972, The. Protection of. Human
Rights Act, 1993, The Sexual Harassment of Women at
Workplace (Prevention, Prohibition and Redressal) Act, 2013 .
12 Case Studies 4L
Suggested Readings:
1. Agarwal, S.L. : Labour Relations in India, McMillan
2. Pathak, A : Legal Aspects of Business, Tata McGraw Hill
3. Samant, S.R. & Dongle, B.N. (eds). CLR’s Yearly Labour Digest, Dwivedi
4. Srivastava, S.C. : Labour Law in Factories, Mines, Plantations etc., Prentice Hall
5. Labour Laws: Taxman Publications
6. Labour Laws in India : P.L. Malik
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)

HR 403: COMPENSATION AND BENEFITS MANAGEMENT

Name of the Course: COMPENSATION AND BENEFITS MANAGEMENT
Course Code: HR 403 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Unit Content Hrs/Unit Marks/Unit
1 Employment: Policy and Programmes, Reservation Rules, 6L
Employment of Women
and Dependents, Employment of Land Oustees -
Provisions and Practices under the
relevant Act and statutory provisions

2 New Employment Practices: Outsourcing, Contingent 4L

Workers, Employee Leasing

3 Labour Market: Concept, Broad Types of Labour Market 2L

4 Employment of Contract Labourers: 4L
Provisions and Practices under the relevant Act

5 Concept of Wage and Compensation: Minimum Wage, 6L

Fair Wage, Living Wage, Wage Policy, Wage/Salary,
Real Wage, Components of Wages: Basic, Dearness
Allowances, House Rent Allowances, City Compensatory
Allowance, Other Allowances, Wage Fixation, Pay for
different types of employees, Managerial/ Executive
Compensation-.Wage Administration - Pay Roll
Management, Deductions etc

7 Dearness Allowance: Methods of DA payment, 2L

Consumer Price Index, Neutralization

8 Productivity and Wages: Productivity Bargaining, 4L

Incentive Payments, Productivity Linked Bonus,
Incentives –Individual & Group, Case Studies on
Productivity Bargaining, Reward strategy

9 Employee Benefits: Statutory & Voluntary Benefits - 6L

Fringe Benefits , Retirement Benefits – Provident Fund,
Gratuity, Pension, Medical Insurance; ESOP,
fundamentals of Computations of taxable income,
overtime, etc Reward Management, team rewards
& psychological contract
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
10 Employee Welfare and Working Conditions: 2L
Statutory and voluntary measures
11 Case Studies 4L

Suggested Readings:
1. Belcher, D.W.: Wage and Salary Administration, Practice Hall
2. Mondy, R.W. & Noe, R.M. : Human Resource Management, Pearson
3. Raynolds, G.L. : Labour Economics & Labour Relations, Practice Hall
4. Sarma : Understanding Wages in India,
5. Govt. of India : Report on National Commission on Labour (1st 1969, 2nd 2002)
6. ILO : Payments by Results.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
HR 405: STRATEGIC HRM
Name of the Course: STRATEGIC HRM
Course Code: HR 404 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction: Concept of Strategy, types of strategies, 4L
Competitive advantage, value chain, Core competencies
and distinctive capabilities, the resource-based
view, Meaning of Strategic Management, Strategic
Management Process

2 Strategic HRM: Meaning, elements, components, 8L

objectives. Conventional HRMversus Strategic HRM,
Integrating HR with Strategic Management: drawing
inputsfrom environment, identifying unique strengths,
Formulating plans, identifying HRstrategies, implementing
strategy and evaluation. Different classifications of HR
Strategies. Strategic FIT: A Conceptual Framework. The
Best Fit approach and its
drawbacks. The “HR” Bundles approach,
theoretical perspectives of SHRM, Benefits of SHRM.
Challenges of SHRM.

3 Human Capital Management (HCM) Strategy: Concepts of 4L

Human capital,Objectives of HCM, Role of HCM Strategy,
The link between HCM and Business Strategy, Developing
a HCM Strategy.

4 Strategic HRP: meaning, definition, objectives, SHRP 2L

Process, Tools, Evaluation, HR score card.
5 High Performance Work Systems: Meaning, definition of 4L
High Performance Work
Systems, Characteristics of HPWS. Components of HPWS.
Developing a high Performance Strategy, Developing high
performance work systems
6 Resourcing Strategy: Understanding Resourcing, The 4L
strategic HRM approach to resourcing, Integrating business
and resourcing strategies, Bundling resourcing strategies
and activities, The components of employee resourcing
strategy:
Workforce planning, Employee, Value
proposition, Resourcing plans, Retention Strategy,
Flexibility strategy.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Talent Management Strategy: Understanding Talent 2L
Management, Strategic talent management, the process of
Talent Management, Developing a talent management
strategy, Components of a talent management strategy
8 Learning and Development Strategy: 4L
Understanding learning and development,
Strategic HRD, Strategies for creating learning culture,
Organizational learning strategies, Single and Double Loop
learning, Learning organization strategy, Individual
Learning Strategies
9 Reward Strategy: Understanding Reward management, 4L
Reward strategy: definition, characteristics, basis, content
of reward strategy. Broad- brush reward strategy, Specific
reward initiatives. Guiding principles, developing reward
strategy, effective reward strategies, criteria for
effectiveness, reward strategy and line management
capability, the problem with the concept of reward strategy.
10 HR Evaluation: Balance Scorecard, HR score card, Malcom 2L
Baldrige business excellence model.

11 Case Studies 2L

Suggested Readings:
1. Armstrong, Michael: Armstrong’s Handbook of Strategic Human Resource Management, Kogan Page
2. L.Holbeche: Aligning Human Resources and Business Strategy,2002,Butterworth Heinemann
3. M.Porter: Competitive Advantage,1985,Free Press
4. G.Hamel & C.K.Prahalad: Competing for the Future,1994,HBR
5. Dessler,Gary : Human Resource Management, Pearson Education 6. Agarwala Tanuja: Strategic Human Resource Management, OUP
6. Aswathappa, K: Human Resource Management, Tata McGraw Hill
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MANAGEMENT INFORMATION SYSTEM

MIS 401: DATA WAREHOUSING

Name of the Course: DATA WAREHOUSING

Course Code: MIS 401 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Data Warehouse Concepts: Introduction to Data Warehouse, 2L
OLTP Systems, Differences between OLTP Systems and Data
Warehouse, Characteristics of Data Warehouse, Functionality
of Data Warehouse, Advantages of Data Warehouse

2 Data Warehouse Applications: Applications of Data 2L

Warehouse, Applications: Top- Down and Bottom-Up,
Development
Methodology, Tools for Data warehouse development, Data
Warehouse Types

3 Data Warehouse Architectures: Components of Data 4L

Warehouse Architecture, Technical Architectures, Tool
Selection, Federated Data Warehouse Architecture

4 Dimensional Modelling: E-R Modelling, Dimensional 6L

Modelling, E-R Modelling VS
Dimensional Modelling, Data Warehouse
Schemas, Snowflake Schema, Fact Constellation Schema
5 Data Extraction, Transformation and 6L
Loading: ETL Overview, ETL
Requirements and Steps, Data Transformation, Data Loading,
ETL Tools

6 Access Information and Delivery in Data Warehouse: 4L

Information from Data warehouse versus Operational systems,
Users of information - their needs and how to provide
information, Information delivery - queries, reports, analysis,
and applications, Information delivery tools - Desktop
environment, Methodology and criteria for tool selection,
Information delivery framework, Business Activity
Monitoring, Dashboards and Scorecards
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
7 Data Warehouse & OLAP: Introduction to OLAP, 4L
Multidimensional Data, OLAP
Architectures, Data Warehouse and OLAP,
Hypercube & Multi cubes

8 Metadata Management in Data 4L

Warehouse: Introduction to Metadata, Categorizing Metadata,
Metadata management in practice, Tools for Metadata
management

9 Web in Data Warehouse Architectures: Web-enabled Data 6L

Warehouse, adapting data warehouse for the web, Web-based
information delivery, Browser technology for data warehouse
and Security issues, OLAP and Web Enterprise OLAP, Web-
OLAP approaches, OLAP Engine design

10 Case Studies 2L

Suggested Readings:
1. Alex Berson and Stephen Smith - Data Warehousing, Data Mining, & OLAP – Mc
Graw Hill Education
2. Reema Thareja – Data Warehousing – Oxford University Press
3. Singh M – Data Warehousing & Data Mining PB–Technical Publications
4. Varsha Bhosale - Data Warehousing & Data Mining – Technical Publications
5. Paulraj Ponniah- Data Warehousing Fundamentals – Wiley India
6. Ralph Kimball - The Data Warehouse Toolkit – Wiley India
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MIS 402: MANAGING DIGITAL PLATFORMS

Name of the Course: DATA WAREHOUSING MANAGING DIGITAL PLATFORMS

Course Code: MIS 402 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Business Models for Digital Platforms & New Forms of Value: 10L
Emergence of digital platforms Open Innovation & Crowd
Sourcing Business Models, Social and
Professional Networking Business Models,
User-Generated Content & Long Tail
Business Models & Revenue Generation
2 Product platforms: Internal and Supply Chain platforms 4L
3 Collaborative Computing Technologies: Group Support 4L
system, technologies
4 Digital Platform Ecosystems & Digital Business Models: 8L
Ecological Approaches to
Strategy & Digital Business Ecosystems, Value Capture in
digital platform
Ecosystem- Two-sided markets, The
Internet of Things (IoT): Implications of Smart
Connected Products, Scoping your Digital Ecosystem Niche.
5 Network Effect: Direct and Indirect, the limitations of 6L
modularity, Managing the degree of openness
6 The Future of Digital Platforms: ReVisioning Game Changers 4L
for Future
7 Case Studies 4L

Suggested Readings:
1. Michael A. Cusumano, Annabelle Gawer, David B. Yoffie, The Business of Platforms: Strategy in the Age of Digital
Competition, Innovation, and Power, Harper Business
2. Swaminathan T. N., Karthik Kumar, Digital Marketing: From Fundamentals to Future, Andrew McAfee and Erik
Brynjolfsson, Cengage Learning India
3. Dave Chaffey, Fiona Ellis-Chadwick, Digital Marketing, Pearson
4. Abhishek Das, Applications of Digital Marketing for Success in Business, BPB Publications
5. Chris Westfall, The New Elevator Pitch: The Definitive Guide to Persuasive Communication in the Digital Age, Marie Street
Press
6. Feras Alhlou, Shiraz Asif, Eric Fettman Google Analytics Breakthrough: From Zero to Business Impact, Wiley
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)

MIS 403: STRATEGIC MANAGEMENT FOR IT

Name of the Course: STRATEGIC MANAGEMENT FOR IT
Course Code: MIS 403 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Information Technology: Fundamentals of 2L
Information Technology, Introduction to Computers & Bull
2 Data Storage and Database Management System: Overview of 2L
Database Management System, Concept of
Relational Database Management Systems (RDBMS)

3 Network and Security: Overview of Network, The 2L

Internet Revolution, Internet and Internet technologies,
Security and Internet Firewalls

4 Internet: World Wide Web (WWW), Advantages and 4L

Disadvantages, Internet Vs Intranet, The purpose and function
of Internet Service Provider

5 E-Commerce: E-Commerce Framework, Evolution of E- 6L

Commerce - Advantages and Disadvantages, Electronic
Payment System, Electronic Cash - Smart Cards and Credits,
E-Banking, Online Banking, E-Shopping, E-Marketing, M-
Commerce

6 Introduction to Strategies: Conceptual Evolution of Strategy, 4L

Scope and Importance of Strategies, Purpose of Business,
Difference between Goals and Objectives of Business,
Strategic Intent through Vision and Mission Statements, Core
Competencies of Business.
7 Strategic Management: Need, Scope, Key features and 4L
importance, Role of Strategists in Decision Making, Strategists
at various management levels, Types of Strategies, Limitations.

8 Strategy Formulation and Implementation: Process in Strategy 6L

Formulation, Strategy Implementation and its Stages, Reasons
for Strategy Failure and Methods to overcome, Strategy
Leadership and Strategy Implementation, Strategic Business
Units (SBUs)
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
9 Business Policy and Decision Making: Overview and 6L
importance of Business Policies Procedures, Process
and Programmes, Types of Policies, Corporate
Culture, Factors Considered Before Framing Business Policies,
Steps Involved in Framing Business Policies, Policy Cycle and
its Stages, Role of Policies in Strategic Management

10 Strategic Management for IT: Application of Strategy 2L

Management in IT, Advantages and Disadvantages of IT in
Strategy Management

11 Case Studies 2L

Suggested Readings:
1. Olivier Furrer - Corporate Level Strategy: Theory and Applications– Routledge
2. CA Nikhil Singhal, Deepali Singhal – Information Technology and Strategic Management For CA-IPCE –
MukhakshPublications
3. Chandan Patni – Information Technology & Strategic Management for CA IPCC – Taxmann
4. Bhandari, Verma - Strategic Management: A Conceptual Framework – McGraw Hill Education
5. . Anthony Henry; Understanding Strategic Management – Oxford University Press
6. Mellahi; Global Strategic Management– Oxford University Press.

MIS 404: BUSINESS DECISION USING ADVANCE EXCEL

Name of the Course: BUSINESS DECISION USING ADVANCE EXCEL

Course Code: MIS 404 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Basics of Excel: Referencing, functions and formulas, Text 4L
functions, date and time.

2 Functions: Math functions, Financial functions, Charts, 6L

Dynamic named ranges, dynamic charting. Pivot table and
pivot chart, Visual display of quantitative information – best
practice guidelines.

3 Statistical functions: Descriptive statistics, Basic graph 6L

formatting, Frequency function, histograms, Data tables,
scenario manager, Macros, Vlookup

4 Data Formatting: Auto filter, advanced filter, sorting, Error 6L

proofing, conditional formatting, data validation, audit
Tool, data cleaning.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
5 Getting external Data: Text, web, database 4L

6 Use of excel for statistical analysis: Anova, sampling, 4L

generating random numbers, Test of Independence-
contingency table

7 Bivariate Analysis: Correlation, Methods of Regression 4L

(scatter plot, excel
functions, data analysis tool), Multiple Linear Regression

8 Time series data Analysis Sensitivity analysis: Forecasting 4L

techniques and Simulation
9 Case Studies 2L

Suggested Readings:
1. Bill Jelen, Tracy Syrstad: Microsoft Excel 2019 VBA and Macros, Microsoft Press
2. David Whigham, Business Data Analysis Using Excel, Oxford
3. Ritu Arora, Advance Excel 2016: Training guide, BPB Publications
4. John, Microsoft Excel 2016 Bible, Wiley
5. McFedris - Excel 2016 Formulas and Functions 1/e –Pearson Education India
6. Shmuel Oluwa, Hands-On Financial Modeling with Microsoft Excel 2019: Build practical models for forecasting, valuation,
trading, and growth analysis using Excel 2019, Packt Publishing Limited.
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MARKETING

MM 401: CONSUMER BEHAVIOUR

Name of the Course: CONSUMER BEHAVIOUR
Course Code: MM 401 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Consumer Behaviour: Defining consumer 2L
behaviour, Impact on marketing strategies, Current trends in
consumer behaviour
2 Consumer Decision Process: Need recognition, information search, 6L
evaluation of alternatives, purchase decision, consumption and
post- purchase evaluation, Variables that shape decision process-
individual differences, psychological processes, environmental
influences, Types of decision process – complex decision making,
variety seeking, impulse buying, loyalty, degree of involvement in
buying
3 Individual Characteristics: Demographic and 4L
psychographic characteristics and market segmentation,
Personality, personal values, lifestyle concepts and measurements
4 Consumer Perception: Marketing stimuli and perception, Perceptual 2L
selection - organization, interpretation, and selective perception
process
5 Learning and Memory: Information acquisition and processing, 2L
learning elements, Theories, Memory processes
6 Consumer Motivation: Nature and role of motives, Classifying 2L
motives, Motive arousal, Motivation and Involvement
7 Self-concept: Perspective of self, Consumption and self concept, 2L
Gender roles
8 Attitude: Characteristics and functions of attitude, Attitude 6L
development, Attitude theories and models, Role of belief in
attitude formation, Relationship of attitude and behaviour, Attitude
reinforcement and change
9 Culture Subculture and Social Class: Nature of culture, Cultural 4L
values, Changing values, Cross- cultural understanding of consumer
behaviour, Types of subculture and their influence on behaviour,
Nature of social class, Social stratification
10 Reference Group Influence: Nature and types of reference groups, 2L
How groups influence individuals, Opinion leadership, Word-of-
mouth, Innovation and diffusion
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
11 Family and Household: Structural and sociological variables 4L
affecting families and households, Family life cycles, Role
behaviour, Conflict resolution, Changing role of women, Children
and household consumer behavior
12 Case Studies 4L

Suggested Readings:
1. Assael, H.: Consumer Behaviour & Marketing Action; South-Western
2. Blackwell, R.D., Miniard, P.W. & Engel, J,F.: Consumer Behaviour; South-Western
3. Hawkins, D.I., Best, R.J. Koney, K.A.& Mookerjee, A.: TMH
4. Kumar: Conceptual issues in Consumer Behaviors; Pearson Education
5. Loudon & Bitta, Della: Consumer Behaviour; TMH
6. Shiffman & Kanuk: Consumer Behaviour; Pearson Education

MM 402: RETAIL MANAGEMENT

Name of the Course: RETAIL MANAGEMENT
Course Code: MM 402 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Introduction to Retailing: Growth and importance, Strategic Retail 4L
Planning. Retail Organization, Models and Theory of Retail
Development, Retail Formats, Rural Retailing, Environment and
Legislation for Retailing

2 Retail Operations Management: Retail location research and 6L

techniques, Objectives of Store designing, Responsibilities of Store
Manager, Store record and accounting system, Logistic and
Information system

3 Retail Planning: Marketing and Strategic Management, 6L

Operations and finance in retailing, HRM in retailing, Mall
Management, Relationship Management, Brand Management, Social
Marketing in Retailing

4 Retail Sales Techniques and Promotion: Advertising communications 4L

and promotion, Promotion Impact, Tactical analysis, Consumer and
Retail Sales promotion techniques

5 Customer Relationships and Behaviour: 4L

Understanding Consumer and Market Segment, Consumer Behaviour
and Marketing Strategy, Consumer Perception, Self Concept,
Relevance of Culture, Buying Decision, Opinion Leadership,
Implications of Personal Influences
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
6 International Retailing: International Marketing Research and 6L
Information System, Market Analysis, Motives of International
Retailing, International Retail Environment and Structure, Analysis of
Retailing in Global Setting – methods and competition

7 Supply Chain Management: Network, Challenges, Forecasting, 4L

Sourcing and Vendor Selection, Routing and Route sequencing,
Inventory Management, Lead Time uncertainty and Product
Availability, Cross Docking and Collaborative Planning.

8 Electronic Retailing: Use of IT in Retailing, Effective Management of 4L

Online catalogues, Direct Retailing Methods, Database Management,
Data warehousing, Analysis of E – Retailing Strategies, Digital and
Network marketing.

9 Case Studies 2L

Suggested Readings:
1. Bajaj , Tuli, & Srivastava ――Retail Management‖ Oxford University Press
2. Berman Barry & Evance J.R ―Retail Management‖ Prentice Hall India
3. Jain J.N.& Singh P.P ― Modern Retail Management – Principal And Techniques ‖ Regal Publications
4. Swapna Pradhan ―Retailing Management- Text And Cases‖ Tata Mcgraw-Hill
5. George H, Lucas Jr., Robert P. Bush, Larry G Greshan- Retailing
6. Barry Berman, Joel R Evans- Retail Management; A Strategic Approach
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MM 405: PRODUCT & BRAND MANAGEMENT

Name of the Course: PRODUCT & BRAND MANAGEMENT

Course Code: MM 403 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Product Concepts: Product Mix concepts, Product Classification. Product 4L
Planning: Marketing Plan, Portfolio Analysis, Market Potential and
forecasting
2 Product Market Strategies. New Product Development, Product 6L
Life Cycle Stages and corresponding Strategies, Product Evaluation,
Product Modification, Line Extension & Brand Extension.
3 Managing Brand: Concept & function of Brand Management, Brand 4L
creation, Brand Name, Brand attributes, awareness, loyalty, Personality
association, brand extension, co-branding, branding commodities
4 Strategic Brand Management Process: developing brand strategy 6L
Positioning concept, positioning statement, positioning process and steps;
Brand Identity, Roles of brand, building Brand image, Brand dimensions
5 Planning & Implementing Brand Marketing Programs: Criteria 6L
for Choosing Brand Elements, Options & tactics for Brand Elements, Use
of IMC for Brand Building, Leveraging Secondary Brand Associations to
Brand building
6 Brand Equity: Concept of brand equity, Brand equity vs brand value, brand 4L
equity benefits, brand review, brand value, creating brand equity and brand
value.
7 Brand Personality: Concept, advantages, importance of brand personality, 2L
brand personality and user imaging. Brand ambassadors, Brand promise

8 Brand Communication: Understanding branding objective, brand 2L

communication strategy, mapping brand strategy with IMC, Media
strategy.

9 Global Brands: Concept of global brand, benefits, advantages of global 2L

branding, building on successful global branding global brand strategy.
10 Case studies 4L

Suggested Readings:
1. Lehmann, R. Donald & Winer, Russel S. (2004), Product Management, Pearson Education
2. Donald R. Lehmann and Russell S. Winer, Product Management, Fourth Edition, TMH
3. Keller, Kevin Lane (2007), Strategic Brand Management
4. Niraj Kumar & Paras Tripathi, Brand Management (text & cases), Himalaya Publishing House.
5. M. G. Parameswaran, 2006, Building Brand Value: Five Steps of Building Powerful Brands, New Delhi: Tata
McGraw Hill
6. H. V. Verma, 2004, Brand Management, New Delhi: Excel Books
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
MM 404: SERVICE MARKETING
Name of the Course: SERVICE MARKETING
Course Code: MM 404 Semester IV
Duration: 6 months Maximum Marks: 100
Teaching Scheme Examination Scheme

Theory: 5 Days /week Mid Semester exam: 15

Tutorial: NIL Assignment and Quiz: 10 marks
Attendance: 5 marks
Practical: hrs./week End Semester Exam : 70 Marks
Credit Points: 4
Unit Content Hrs/Unit Marks/Unit
1 Service Concept: Definition, Characteristics of services, 6L
Tangibility continuum, Marketing mix for services, Different
types of service sectors – traditional and new, Service
experience – moments of truth, zone of tolerance.

2 Service Strategy Planning: Understanding the customer and 2L

competition, Positioning services, Service triangle concept
3 Creating the Service Product: Creating service product, 4L
Customer value hierarchy, Flower of service, Service product
mix, Branding service products
4 Service Marketing Pricing and Communications: Approaches 4L
to pricing of services, Elements of promotional mix for
services

5 Designing and Managing Service Demand and Capacity: 4L

Designing service delivery system, Service blue printing,
Customer as co-producer, Capacity
constraints, Demand patterns, Strategies for matching capacity
and demand, Wait lines and reservations
6 Planning the Service Environment: Physical evidence, 2L
Servicescapes - types and role, customer response to
environment, guidelines for servicescape strategies
7 Managing People: Critical importance of service employees, 4L
Problems and difficulties of boundary- spanning roles,
Strategies for delivering service quality through people,
Service leadership and culture
8 Service Quality: Service quality, Integrated Gap model - to 4L
identify and correct quality problems, Measuring and
improving service quality
9 Different Services: Nature and characteristics of financial, 6L
hospitality, health-care, educational & professional, logistics,
entertainment services and their respective marketing mix
analysis

10 Case Studies 2L
 Maulana Abul Kalam Azad University of Technology, West Bengal
(Formerly West Bengal University of Technology)
Syllabus for MBA in Digital Marketing
(Applicable from the academic session 2020-2021)
Suggested Readings:
1. Zeithaml,V.A., Bitner, M J, Grembler, D.D. &Pandit, A.: Service Marketing;, TMH
2. Rao, K.R.M.: Services Marketing, Pearson Education
3. Rajendra Nargundkar, Services Marketing: Text & Cases, Tata McGrawHill Publishing Company, New Delhi, 2008
4. Apte, G.: Service Marketing; OUP.
5. Lovelock, C., Wirtz, J. & Chatterjee, J.: Services Marketing; Pearson Education
6. Srinivasan R.: Services Marketing; PH