SATAVAHANA UNIVERSITY

KARIMNAGAR

Department of
Business Management

REVISED
MBA Syllabus
(w.e.f 2021-2022)

REGULATION-21
REGULATION -21 MBA NEW SUBJECT SCEHMA 2021-22 ONWARDS
SEMESTER I
S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS
CODE Exam Exam
1 101 MANAGEMENT AND ORG.THEORY 80 20 100 4
2 102 BUSINESS ENVIRONMENT 80 20 100 4
3 103 MANAGERIAL ECONOMICS 80 20 100 4
4 104 ACCOUNTING FOR MANAGERS 80 20 100 4
5 105 CORPORATE LAWS(N) 80 20 100 4
6 106 STATISTICS FOR MANAGEMENT 80 20 100 4
7 107 INFORMATION TECHNOLOGY FOR 60 20 80 4
MANAGERS
8 107a I.T.LAB 20 20 2
TOTAL CREDITS 30

SEMESTER II
S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS
CODE Exam Exam
1 201 HUMAN RESOURCE 80 20 100 4
MANAGEMENT
2 202 MARKETING MANAGEMENT 80 20 100 4
3 203 FINANCIAL MANAGEMENT 80 20 100 4
4 204 MANAGEMENT ACCOUNTING 80 20 100 4
5 205 MANAGERIAL COMMUNICATIONS 80 20 100 4
6 206 OPERATIONS RESEARCH 80 20 100 4
7 207 BUSINESS RESEARCH METHODS 80 20 100 4
8 VIVA VOCE 50 50 2
TOTAL CREDITS 30

SEMESTER III
S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS
CODE Exam Exam
1 301 ORGANIZATIONAL BEHAVIOUR 80 20 100 4
2 302 OPERATIONS MANAGEMENT 80 20 100 4
3 303 STRATEGIC MANAGEMENT 80 20 100 4
4 304 LOGISTICS & SCM 80 20 100 4
5 311/321/331/341 ELECTIVE I 80 20 100 4
6 312/322/332/342 ELECTIVE II 80 20 100 4
7 313/323/333/343 ELECTIVE III 80 20 100 4
TOTAL CREDITS 28

SEMESTER IV

S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS

CODE Exam Exam
1 401 CREATIVITY AND INNOVATION 80 20 100 4
2 402 MANAGEMENT INFORMATION 80 20 100 4
SYSTEM & E- BUSINESS
3 403 ENREPREPRENEURSHIP 80 20 100 4
DEVELOPMENT
4 404 TOTAL QUALITY 80 20 100 4
MANAGEMENT
5 411/421/431/441 ELECTIVE I 80 20 100 4
6 412/422/432/442 ELECTIVE II 80 20 100 4
7 413/423/433/443 ELECTIVE III 80 20 100 4
8 PROJECT REPORT 100 100 4
9 VIVA VOCE 50 50 2
TOTAL CREDITS 34

TOTAL CREDITS: 30+30+28+34 = 122

 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER - I
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER I

S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS

CODE Exam
Exam

1 101 MANAGEMENT AND 80 20 100 4

ORG.THEORY

2 102 BUSINESS ENVIRONMENT 80 20 100 4

3 103 MANAGERIAL 80 20 100 4

ECONOMICS

4 104 ACCOUNTING FOR 80 20 100 4

MANAGERS

5 105 CORPORATE LAWS(N) 80 20 100 4

6 106 STATISTICS FOR 80 20 100 4

MANAGEMENT

7 107 INFORMATION 60 20 80 4
TECHNOLOGY FOR
MANAGERS

8 107a I.T.LAB 20 20 2

TOTAL CREDITS 30
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER I Marks Distribution:20 +80

101. MANAGEMENT AND ORGANISATION THEORY

Learning Objectives:
1. To introduce the concepts of organisation and management
2. To ensure the understanding of different principles, functions and process of Management
Unit I: Introduction to Organisation and Management:

Organisation: - Definition and nature of organisations – characteristics- Types of

organisations: Formal and informal - Management: Definition and Characteristics.
Management as an Art, Science and Profession. Concept of efficiency and effectiveness –
Functions of Management: Planning, Organizing, Staffing, Leading, and controlling –
Approaches: An Overview of Classical, Human Relations and Systems Approaches- Fayol’s
Principles of Management.
Unit II: Planning and Decision Making:

Types of Plans – MBO - Decision Making: Decision Making Process, Types of Decisions -
Decision Making Models: Classical, Administrative and Political - Group Decision Making
Techniques: Brain Storming, Delphi, Nominal Group Technique, Lotus Blossom Technique
Unit III: Organizing:
Departmentation: Product, Functional, Matrix and other bases for Departmentation, Team
based, Virtual, Boundary-less and Learning Organization - Authority and Responsibility:
Bases for authority, power and responsibility, distinctions - Delegation and Decentralization:
Concept, Barriers and Overcoming barriers to delegation, factors pointing to decentralization -
Span of Management: Factors influencing Span, Span and Organisation Structure - Line and
Staff: Concepts and conflicts, resolution of conflicts.
Unit IV: Leadership and Controlling:
Direction: Elements - Motivation: Nature of Motivation, motivators, financial and non-
financial.- Leadership: Nature, Trait and Charismatic approach, leadership styles, Ohio and
Michigan studies, Managerial Grid – Communication: Process, types and barriers. –
Coordination: Nature, methods and techniques. – Controlling: Control process, types-
Problems,Requisites of Good Control System.
Unit V: International Management:
International Management: Challenges of present-day management- Factors influencing
International Management-International Organisational design: Organisational structures in
international organisations. - Leadership in international organisations: Leadership traits and
preferences in international organisations. - Communication in international organisations:
Common in International Organisations.

Suggested Readings
1. Weihrich Heinz, Cannice V Mark and Koontz Harold, 2008, Management: A Global and
Entrepreneurial Perspective, Tata McGraw Hill Publishing Company Limited, New Delhi.
2. Cullen B John and Praveen K Parboteeah, 2005, International Management: A Strategic
Perspective, Cengage Learning India Private Limited, New Delhi.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER I Marks Distribution:20 +80

102. BUSINESS ENVIRONMENT

Learning Objectives:
1. To understand the nature of business and the influence of the environment;
2. To explain the influence of the various factors on business;
3. To enable the students to understand business from the global perspective
4. To understand the symbiotic relationship between business and its environment.

Unit I – Business and its Environment

Concept of Business Environment – Characteristics of Business Environment – Significance –

Environmental Scanning – Process – Techniques of Environmental Scanning – Practices of
Environmental Scanning.

Unit II – Economic Environment

Economic Systems – Nature and significance of Economic Systems -Fiscal and Monetary Policy - Role
of Public Sector – Privatization and Disinvestment - Nature and Objectives - Globalization – Nature
and Rationale – Multinational Corporations – MNE's and life cycle of product- WTO – International
Economic Institutions - Agencies and Agreements - Regional Trading Arrangement - The
European Union and NAFTA – IMF, ILO.
Unit III – Political, Social & Cultural Environment –
Political Institutions – Legislature, Executive, Judiciary and Judicial Activism – Culture and Business
Ethics – Social Responsibility of Business – Nature, Models and Strategies – Corporate Governance
& Corporate Social Responsibility – Social Audit – Ecology and Business – Nature of Physical
Environment – Impact on Business.
UNIT - IV: The Structure and Strategy of International Business Environment
An overview of international business environment - Entry strategy and Strategic Alliances -
International Business strategies of the firm, profiting from global expansion. - strategic choices -
The organization of international business - control systems and incentives - Theory of global
competitiveness alignment, mapping competitiveness shifts.
UNIT-V: Functional Operations Management
International Marketing Strategy - International HR management strategy - International Operations
Management Strategy -International Financial Management Strategy - Global Standard Quality
Management - Porter's model of competitive advantage - The 10-P model of global strategic
management - A Global perspective on corporate governance mechanisms.
Suggested Readings

1. Aswathappa : Essentials of Business Environment, Himalaya Publishing House.

2. Justin Paul: Business Environment-Text and Cases, The McGrawHill.
1. Misra & Puri: Economic Environment of Business, Himalaya Publishing House.
2. Mathew: Business Environment, RBSA Publications.
3. Adhikary: Economic Environment of Business, RBSA Publications.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER I Marks Distribution:20 +80

103. MANAGERIAL ECONOMICS

Learning Objectives:
1. To highlight the significance of Managerial Economics in Business Management & Managerial
Decision Making;
2. To outline the basic tools and techniques of economic analysis useful for business decisions;
3. To explain different types of competitive situations of a business firm in the market for gaining
competitive advantage; and
Unit I-Introduction
Nature, Scope and Significance of Managerial Economics- Tools and Techniques of
Analysis- Theory of Firm- Alternatives- Objectives of Firm- Functions of Managerial
Economist in Business Firm- Impact of Information Technology on Managerial Economics-
Economic factors influencing and decision making.
Unit II- Demand Analysis
Demand Analysis- Significance- Demand Functions- Law of Demand- Elasticity of Demand-
Supply Analysis, Supply function, Elasticity of Supply- Significance of Elasticity Demand in
Pricing Decision- Demand Forecasting- Techniques of Demand Forecasting, Supply
Function, Elasticity of Supply, Significance of Supply Elasticity. (Simple Problems).
Unit III- Cost and Production Analysis
Cost Analysis- Types of Costs and their impact on Management- Behaviour of Short run
Average Cost Curves (SAC)- Behaviour of Long run Average Cost Curve (LAC)- Cost -
Production function- Types of Production Function, Linear, Quadratic, Cubic, Power and
Cobb-Douglas- Managerial uses of Cost and Production function(Simple Problems).

Unit IV- Market Analysis

Structure of Competition- Features of Perfect Competition- Types of Imperfect Competition-
Features of Monopoly- Negative consequences of Monopoly- Oligopoly Competition-
Monopolistic Competition- Price and Output in different competitive situations-Pricing
Method Dual Pricing- Administered Price- Subsidies- Trend towards Monopolistic
Competition- Emerging scenario of Oligopoly Competition with mergers and Acquisitions in
National and International Markets ( M & A).
Unit V- Profit Analysis
Profit Analysis- Nature, Significance and Theories of Profits- Functions of Profit- -Profit-
earning Vs Profiteering- Profits for Control- Profit Performance Chart- Du Pont Control
Chart- Profit Policies- National Income concepts, Business Cycles.

Suggested Readings
1. Varshney & Maheshwari: Managerial Economics, Sultan Chand & Sons, New Delhi.
2. Mehta: Managerial Economics, Sultan Chand & Sons, New Delhi.
Joel Dean: Managerial Economics, Prentice Hall, New Delhi.
3. Mote, Paul & Gupta: Managerial Economics- Concepts and Cases, McGraw Hill, New Delhi.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER I Marks Distribution:20 +80

104. ACCOUNTING FOR MANAGERS

Learning Objectives:
1. To provide Basic understanding about Accounting Process; and
2. To expose to latest trends in Corporate Accounting Practices.

Unit I
Accounting and Economic Decisions- Processing Transactions-Accounting Cycle-Journal
Ledger-Trial Balance- Accounting for Merchandising Transactions- Internal Control
Systems relating to Cash and Receivables- Basic Accounting Concepts and Conventions.

Unit II-
Accounting for Inventories- Inventory Valuation- Pricing the Inventory-Specific
Identification Method- First in First Out Method- Last In First Out Method- Weighted
Average Method- Accounting for Manufacturing Costs-Direct Costing and Absorption
Costing.
Unit III-
Accounting for Fixed Assets- Determining Cost of Acquisition- Accounting for
Depreciation- Methods of Depreciation- The Straight-Line Method, Accelerated Methods,
Written Down Method, Sum of the Years Digits Method, Annuity Method, Production Units-
Method of Revaluation of Fixed Assets-Special Problems in Depreciation Accounting-
Capital and Revenue Expenditure.
Unit IV-
Preparation of Financial Statements- Profit and Loss Account- Balance Sheet- Measuring
Business Income-Completing Accounting Cycle- Corporate Financial Reporting.
Unit V-
Financial Statements Analysis- Objectives- Using Financial Ratios- Liquidity, Solvency,
Profitability and Turnover Ratios- Funds Flow and Cash Flow Analysis.

Suggested Readings
1. R.Narayanaswamy, Financial Accounting, Prentice Hall of India, New Delhi, 2008.
2. Ashish K.Bhattacharya, Essentials of Financial Accounting, Prentice Hall of India, New Delhi,
3. Jain and Narang, Accounting , Part 1,, Kalyani Publishers, Ludhiana.
4. Meigs and Johnson, Intermediate Accounting, Prentice Hall.
5. Dryden and Bhattacharya, Accounting for Management, Prentice Hall of India.
6. Ashok Banerjee, Financial Accounting- A Managerial Emphasis, Excel Books.
7. S.Jayapandian, Accounting for Managers- Effective Techniques for Decision Making, Ane
Books.
8. P.Periaswamy, A Text Book of Financial, Cost and Management Accounting, Himalaya
Publishing House,
9. Arulanandam, Advanced Accounting, Himalaya Publishing House.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER I Marks Distribution:20 +80

105. CORPORATE LAWS

Learning Objectives: To make the students understand conceptual and legal provisions and procedures of
laws applicable to corporate business entities operating in India.
Unit-I :
Indian Companies Act 2013- Incorporation of a Company – Memorandum of Association-Articles
of Association -Types of Companies- Share Capital and Different Types of Shares - Management
& Administration - Board of Directors Appointment of Directors & Independent Directors -
Meetings-Types of Meetings Conduct of Meetings Protection of Minority Shareholders from
Oppression and Mismanagement
Unit-II :
Indian Contract Act 1872 (Sections 1-75) -Nature of contracts – Offer -Acceptance –
Consideration- Capacity of parties- Free consent – Legality of object and consideration- Contingent
contracts – Quasi contracts- Performance of contract – Discharge of contract – Remedies for
Breach of contract.
Unit-III
Insolvency and Bankruptcy Code (IBC) 2016 - Objectives and Need of the Code & who can
apply the insolvency petition - Insolvency Professionals & Valuators - Corporate Insolvency
Resolution Process (CIRP) (Sec 6-32) - Liquidation process (Sec 33-53) Voluntary Liquidation
Process of Corporates (Sec 58-60) - Fast track Corporate Insolvency Process (Pre Pack) (Sec 55-
58) - Adjudicating Authority (Sec 60-67) (NCLT & NCLAT)
Unit-IV
Intellectual Property Rights - Trademarks-Patents- Copyrights and related rights- Industrial
Designs- Geographical indicators- Layout Designs of Integrated circuits – Plant Varieties-
Information Technology and Cyber Crimes- Data Protection Rights
Unit-V
Arbitration & Conciliation Act 1996 General provisions- Arbitration Agreement-Composition of
Arbitrary – Jurisdiction of Arbitral Tribunals – Conduct of Arbitration –Arbitral Award –
Finality and Enforcement of Award – United Nations Commission on International Trade Law
(UNICTRAL) Model

Suggested Readings
1. Indian Companies Act 2013 Chapters ...
2. Indian Contract Act 1872 Section 1- 75
3. Insolvency & Bankruptcy Code 2016 Sec 1-67
4. Trade Marks Act, 1999
5. The Patents Act, 1970 (as amended in 2005)
6. The Copyright Act, 1957
7. The Designs Act, 2000
8. The Geographical Indications of Goods (Registration and Protection) Act, 1999
9. The Semiconductor Integrated Circuits Layout Design Act, 2000
10. The Protection of Plant Varieties and Farmers' Right Act, 2001
11. The Information Technology Act, 2000
12. What is Data Protection Act India?
13. Data Protection Rules notified under the Information Technology Act, 2000 (“IT Act”) – 2011
(Chapter VII) (Chapter IX)
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER I Marks Distribution:20 +80

106. STATISTICS FOR MANAGEMENT

Learning Objectives
The basic objective of this course is to familiarize the students with the statistical techniques popularly
used in managerial decision making. It also aims at developing the computational skill of the students
relevant for statistical analysis.
Unit I- INTRODUCTION
Statistics: Meaning and Salient Features of Statistics-Statistical Techniques- Role of
Statistical Techniques in Management Decision Making- Techniques of Business
Forecasting: Correlationand Regression Analysis with two variables.
Unit II-PROBABILITY AND PROBABILITY DISTRIBUTIONS
Probability: Concepts of Probability-Additive and Multiplicative Laws-Baye’s Decision
Rule- Probability Distributions: Binomial, Poisson and Normal Distribution.
Unit III- SAMPLING THEORY AND TESTS OF SIGNIFICANCE
Sampling: Concept of Sampling- Reasons for Sampling- Types of Samples- Estimation-
Hypothesis Testing –Type I and Type-II Errors- Large Sample Tests: Mean Test-
Difference between Two Means- Difference between Two Standard Deviations-Small Sample
Tests: MeanTest- Difference between Means of Two Independent Samples-Difference between
Two Dependent Samples or Paired Observations.
Unit IV- NON-PARAMETRIC TESTS
Meaning-Advantages and Limitations of Non-Parametric Tests-The Sign Tests: One
Sample Sign Test- The Two Sample Sign Test for paired and independent observations- The
Runs Tests: One Sample Runs Test- Test of Randomness using Runs above and below the
Median- Rank Sum Tests: The Mann Whitney U Test- The Kruskal Wallis Test- The
Wilcoxon Signed Rank Test- Chi Square Test for Goodness of fit.
Unit V- ANALYSIS OF VARIANCE (ANOVA)
Meaning- Assumptions-Procedure for Analysis of Variance-General form of ANOVA-One-
way Classification-Two-Way Classification-Computation of Variance.
Suggested Readings
1. Amir D.Aczel & Jayavel Sounderpandian- Complete Statistics, 6th Edition, TMH.
2. GC Beri- Business Statistics, TMH.
1. Anderson R, David Sweeney J, Dennis & Williams A Thomas- Statistics for Business and
Economics, 9th edition, Thomson.
2. ND Vohra-Management Decisions, New Age Publications.
3. SP Gupta & MP Gupta-Business Statistics, Sultan Chand & Sons.
4. Levin R.L.Rubin S. David-Statistics for Management, 7th Edition, Pearson/PHI.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER I Marks Distribution:20 +20+60

107. INFORMATION TECHNOLOGY FOR MANAGERS

Learning Objectives:
1. To expose the students to the latest trends in Information Technology; and
2. To provide necessary IT working skills for office productivity with emphasis on MS-Office.
Unit I
Information Technology-Development and Trends-Managerial Issues in IT Planning- Information
Technology Economics- Cost-Benefit Analysis of IT- Role of Computers in Management-MIS-
Concept and applications-Decision Making Process-Programmed and Non- Programmed Decisions.
Unit II
Data Communication and Management- Computer Networks-Network Topology-Security
in Data Communication-Internet and World Wide Web- E-Commerce and E-Business-Concepts.

Unit III
Database Management Systems-Database Models- Creating and Managing Databases-Data
Warehousing and Data Mining-Concepts and Applications.

Unit IV
Working with Office Productivity Software-I ,MS-Office-Document Creation and Management
through MS Word-Mail Merge-Spread Sheet Applications- MS Excel- Creation and Applications
of Spread Sheets-Data Analysis and Management through Spread Sheets-Use of functions and
diagrams. (Theory -8 hours and Practicals-10 Hours)
Unit V
Working with Office Productivity Software-II
Presentation Graphics through MS Power Point-Creation and Organisation of Slides-
Organising presentation through Multi-media Files and Slides-Data Management through MS-
Access-Database Creation-Table Creation-Establishing Relationships-Creation of forms and
reports.
IT LAB:
MS-Word-Creation of Document- Format Document-Text editing and saving-Organising
information with tables and outlines-Mail Merge-Publishing documents on Web.
MS Excel-Creating and editing worksheets-Cell Formatting-Creating and using formulas and
functions-Use of Macros –Sorting and querying data-Working with graphs and charts.
Data Analysis with Statistical Tools-Use of Financial Tools-Use of other functions in
Excel for data analysis.
MS Power Point-Creation of slides-Use of templates and slide designs for creating
power point slides- use of drawings and graphics- Developing a Professional presentation on
Business Plans, Institutions, Products, People etc.,
MS Access-Create Databases, Tables, Relationships- Create forms to enter data-
filter data-use ofqueries in data manipulation-Generating reports.
Suggested Readings
1. Turban,McLean,Wetherbe-Information Technology for Management, 4th Edition,Wiley
India,2007.
2. Peter Norton- Introduction to Computers-Sixth Edition, 2007, Tata McGraw Hill.
3. Brian K.Williams, Stacey C.Sawyer-Using Information Technology-A Practical Introduction to
Computers and Communications-Sixth Edition-Tata McGraw Hill, 2007.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER II
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER II

S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS

CODE Exam
Exam

1 201 HUMAN RESOURCE 80 20 100 4

MANAGEMENT

2 202 MARKETING 80 20 100 4

MANAGEMENT

3 203 FINANCIAL 80 20 100 4

MANAGEMENT

4 204 MANAGEMENT 80 20 100 4

ACCOUNTING

5 205 MANAGERIAL 80 20 100 4

COMMUNICATIONS

6 206 OPERATIONS 80 20 100 4

RESEARCH

7 207 BUSINESS 80 20 100 4

RESEARCH
METHODS

8 VIVA VOCE 50 50 2

TOTAL CREDITS 30
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER II Marks Distribution:20 +80

201. HUMAN RESOURCE MANAGEMENT

Learning Objectives: This paper aims at providing an understanding about the functioning of the
human resource function in an organisation. It makes the learner to know the recent trends in the Human
resource management.
Unit I: Introduction Human Resource Management:
Meaning nature, scope and significance of human resource management (HRM) – HRM and
related concepts (Personal Management, HRD, Human Capital Management, Knowledge Management,
Talent Management) HRM Model – Functions of human resource management, Qualities of HR
Manager, Role and Responsibility of HR Managers, HRM environment in India – Changing role of
HRM – e- HRM.

Unit II: Human Resource Planning

Human Resource Planning: Nature and Process, Forecasting Demand and Supply of HR – Job
Analysis: Nature, Importance, Tools for Analysis – Job Description: Job Specification, Role Analysis
–Job Design: Factors and Approaches – Job Enrichment: Nature, Process and Problems.
Recruitment: Factors influencing, Process and Sources, e Recruitment and Job Portals – Selection:
Nature and Process – Testing: Objectives, Administration, Advantages and Problems of Selection
Tests–Types of Selection Tests, Physical Skills and Psychological Testing – Psudo Scientific Methods
of selection - e- selection.

Unit III: Socialization and Performance Appraisal

Induction: Placement - Induction Programmes – Training: Nature and Process – Techniques: On the
Job and Off the Job Training, Evaluation –– Development- Management Development- Executive
Development - Career Planning and Development - Performance Appraisal: Nature, Uses and
Process Appraisal – Techniques: Traditional and Modern Methods – Limitations - Effective
Performance Appraisal Criteria.

Unit-IV Employer Employee Relations

Industrial Relations – Concept – Importance – Evaluation of Industrial Relations system –
Industrial disputes – Machinery for Settlement of disputes – Trade Union – Strengths and Weakness
of trade unions in India –Worker’s participation in management- Employee Grievance handling and
Discipline.
Unit V: Contemporary Issues in HRM
Contemporary Issues: HRIS – HR Account - HR Audit, Balance Score Card, Competency Mapping,
Employer’s Brand, Benchmarking – HR Outsourcing: Temping, Talent Management, Managing HR
in BPO and Call Centres, Attrition, Exit Interviews – Strategic HRM and International HRM-
Concept and Issues – Growing Importance of HRM in Globalization.

Suggested Readings:
1. Mondy R Wayne and Noe M Robert, 2006, Human Resource Management, 9th Edition, Pearson
Education, New Delhi.
2. Subba Rao P, 2008, Essentials of Human Resource Management and Industrial Relations: Text, Cases
and Games, Himalaya Publishing House, Mumbai.
3. Aswathappa K, 2008, Human Resource Management: Text and Cases, 5th Edition, Tata McGraw Hill
Publishing Company Limited, New Delhi.
4. V S P Rao, 2007, Human Resource Management: Text and Cases, 2nd Edition, Excel Books, Delhi.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER II Marks Distribution:20 +80

202. MARKETING MANAGEMENT

Learning Objectives:
After completing this course, the student should be able to understand the marketing concepts and major
decisions involved in marketing management. Further he/she is expected to develop necessary skills in
analyzing marketing problems and situations.
Unit-I
Marketing :Definition - Importance – Scope - Marketing Management : Tasks and Trends - Company
orientations towards marketplace : Production Concept – Product Concept – Selling Concept –
Marketing Concept – Holistic Marketing Concept – Building customer value, satisfaction and loyalty
– Customer Relationship Management(CRM) - Analyzing marketing environment : Demographic,
Economic , Political and Legal environment – An overview of Indian marketing environment.-
Marketing mix: concept and components.
Unit – II
Developing marketing strategies and Plans: Corporate and Division Strategic Planning – Business
Unit Strategic Planning –Concept of Marketing Plan – Dealing with Competition : Identifying and
Analyzing Competitors – Competitive Strategies for Market Leaders, market challengers, market
followers and market nichers.
Identifying Market Segments and Targets: Levels of Market Segmentation – Bases for segmenting
consumer markets – Bases for segmenting business markets – Targeting, Positioning: Concept –
Developing and communicating positioning strategies.
Unit – III
Marketing Information: Components of modern marketing information system - Analysing consumer
markets: A brief discussion about factors influencing consumer behaviour – Consumer buying decision
process. Analyzing Business Markets: Buying situations – Participants in buying process –
Purchasing process – Stages in buying process Designing and managing services: Meaning – Nature and
characteristics of services.
Unit – IV
Product : Concept, levels, classification, differentiation and hierarchy – Product systems and mixes –
Products line analysis – Product life cycle and marketing strategies – New product development process
– Branding : Meaning, role and scope of brands – Brand Equity. Packaging, labeling, warranties and
guarantees. Price: Concept – Steps in setting the price – Adapting the price – Initiating and responding
to price changes.
Unit – V
Designing and managing integrated marketing communications: Integrated marketing
communications – Marketing communication mix. Developing and managing an Advertising
Programme: Deciding on media – Measuring effectiveness- Sales promotion: Objectives – Major
decisions - Events and experiences: Objectives – Major decisions- Marketing Public Relations: Major
decisions in marketing public relations- Direct Marketing: Channels used for direct marketing –
Interactive marketing. Personal Selling – Principles of personal selling – An Overview of sales force
management decisions. Designing and managing marketing channels: Concept of Channels and value
Networks – Role of marketing channels – Channel design, Management and integration decisions –
Channel conflict, cooperation and competition. Marketing logistics: Objectives – Decisions.
Suggested Readings:
Philip Kotler, Kevin Lane Keller, Abraharm Koshy and Mithileshwar Jha: Marketing Management - A South Asain Perspective
(Thirteenth Education), Pearson Education Inc., New Delhi.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER II Marks Distribution:20 +80

203. FINANCIAL MANAGEMENT

Learning Objectives:

The course aims to ensure broad understanding of the concepts, theories, and techniques and
functions of Financial Management.
Unit – I

Introduction – Concept, Scope and Functions of Financial Management – Profit

Maximization Vs. Wealth Maximization – Financial Planning : Concept, Types and
Estimation of Financial Requirements – Time value of money.
Unit – II
Financing Decision – Concept of capital structure – Capital Structure determinants –
Sources of financing: Cost of Capital – theories of capital structure; NI, NOI Traditional and
MM approach – Operating and Financial leverage – EBIT and EPS analysis (Problems and
cases)
Unit – III
Investment Decision – Nature of Capital budgeting decision – investment evaluation
criterion - Traditional Vs Discounted cash flow techniques – Risk analysis in capital
budgeting: Measurement of Risk and return – Risk evaluation approaches – Probability
distribution approach – Sensitivity and Decisions Tree Approach ( Problems)
Unit – IV

Working Capital Decision – Concept – Components – of working Capital – Operating cycle –

working capital determinants – forecasting working capital requirements (Problems and
cases ) Management of inventory, Receivable and Cash – Financing Current assets ( theory
only)
Unit – V

Dividend Decision – types of dividends – dividend Vs. Profit Retention decision – Dividend
policies – Factors influencing dividend policy – dividend theories: Relevance and irrelevance
of dividends – walter and Gordon’s models – MM approach ( Problems and cases)
Suggested Readings:
1. Khan and Jain : Financial Management TMH
2. IM pandey : Financial Management, Vikas Publications
3. James C vanhorne: Financial Management and Policy (PHI)
4. Prasanna Chandra: Fundamentals of Financial Management (TMH)
5. SN.Maheswari: Financial Management: Principles and practice, Sultan Chand
6. John J. Hampton: Financial Decision Making (PHI)
7. Lawrence J. Gilma: Principle of Managerial Finance, Addisa werly
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER II Marks Distribution:20 +80

204. MANAGEMENT ACCOUNTING

Learning Objectives:
1. The course aims at understand the various concepts of cost and management accounting
which are useful for decision making.
2. It also deals with various accounting control measures.
UNIT-I: Introduction to Management Accounting
Management accounting: Definition – Scope – Importance – Nature and Characteristics of
Management Control System – Role of Management Accountant – Cost Behaviour and
Decision Making: Fixed and variable costs – Relevant and Opportunity Costs.

UNIT-II: Cost Analysis for Decision Making

Cost-volume- Profit Analysis: Concept of Break-Even Point – Assumptions – Profit-Volume
Graph – Equation Approach – Margin of Safety – Profit Planning – Managerial Uses for
Decision Making – optimization of product mix – Make or Buy – Capacity Utilisation – Plant
shutdown - Add or Drop – Equipment Replacement – Key factor analysis.

UNIT-III: Management Accounting for Control

Standard Costing: Meaning – Purpose of standards – Types of standards – Standard Setting –
Variance Analysis – Controllability of Variances – Advantages of Standard Costing –
Budgetary Control: Meaning and Purpose – component of effective budgeting programme –
Performance Budgeting – Zero-based Budgeting – Concept – Importance and Relevance –
Balanced Score Card – Linking Balanced Score Card to Organisation Strategy

UNIT-IV: Activity Based Costing

Activity Based Costing systems – Tracing costs from activities to products and services –
Activity-Based Management – Activity cost drivers – Activity based costing vs. traditional
costing.

UNIT-V: Responsibility Accounting

Responsibility Centres – Need for Divisionalisation – Types of Responsibility centres –
Performance Reports – Responsibility Accounting and Behavioural aspects – Segmented
Performance evaluation – Transfer Pricing.
Suggested Readings:
1. Hansen & Mown, 2003 – Cost Management – Accounting and Control, 4th edition, Thomson
South- Western.
2. Ronald W. Hilton, “Managerial Accounting – Creating Value in a Dynamic Business
Environment”Tata Mc Graw Hill, 6th Edition
3. Charles T. Horngren Gary L. Sundem Willam O Stratton “ Introduction
to Management Accounting, Perason Publication 13th Ed.
4. S.N. Maheswari “ Management Accounting” Sultan Chand and Sons, New Delhi
5. Shashi K. gupta and R.K. Gupta “ Management Accounting Principle and
Practices” Kalyani publication, New Delhi.
6. B.K. Chatterles Cost and Management Accounting for Managers” Jaico publishing
House, New Delhi.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER II Marks Distribution:20 +80

205. MANAGERIAL COMMUNICATION

Learning Objective: To prepare the students to understand the nature and importance of
different forms of communication. It also aims at making them to develop communication
skills for organizing their jobs.
Unit-I
Communication in Business: Importance and benefits, components – concepts and problems-
nonverbal communication – The seven Cs of effective communication: Completeness,
Conciseness, consideration, concreteness, clarity, courtesy and correctness – Business
Communication in the Global Context: Background to inter-cultural communication, national
cultural variables, individual cultural variables – Business Communication and the
Technology Context – Managing information within organization-E-mail and other
communication technologies – managing information outside organization.
Unit – II
Oral Communication: Strategies for improving oral presentation, listening skills – Informative
and persuasive speaking kinds, audience analysis , organization supports – interpersonal
communication: Dyadic Communication – interviewing – Telephoning – dictating- meetings
– kinds of meetings – solving problems in meetings – leadership responsibilities and participant
responsibilities in meetings.
Unit – III
Written Communication: The process of preparing effective business meassages – planning
steps, organizational plans, beginning and ending of meetings, Appearance and Design of
Business Messages – Business letters, memorandums, time saving – message media – Reports
– Types of Preparation of Reports.
Unit – IV
Organizational Communication: Perspectives on communication – Classical, human,
integrative and contemporary perspectives – structural issues affecting communication –
communication networks – External Communication – environmental scanning – the
management of external communication.
Unit – V
Communication for organizational Effectiveness - sources and effects of conflict – Ladden
Communication – Approaches to managing conflict communications - Communication and
role conflict – Communication for improving organizational efficiency and effectiveness.
Suggested Readings
1. Herta A Murphy, Herbert W Hildebrandt and Jane P Thomas” Effective Business
Communication”, Tata McGraw Hill Publishing Company Limited, New Delhi 1997
2. Dalmar Fisher “Communication in Organizations”, Jaico Publhsing House, Mumbi, 1999
3. Lesikar, Pettit & Flatley. Lesikar’s Basic Business Communication, Tata McGraw Hill.
4. Chappan and Reed: Business Communication.
5. N.H. Arthereya: Writeen Communication and Results.
6. Kaul: Effective Business Communication.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER II Marks Distribution:20 +80

206. OPERATIONS RESEARCH

Learning Objective:
1. The course aims at understanding the various techniques used in the research operations in
an Organization.

UNIT I : DECISION THEORY

Anatomy of Decision Theory- Decision Models: Probabilistic Decision Models:
Maximum Likelihood Rule- Expected Payoff Criterion- Competitive Decision Models:
Maximin, Minimax, Savage, Hurwicz, Laplace Decision Models- Game Theory : Two
Person-Zero- Sum Game- Saddle Point- Value of Game- Dominating Strategy- Mixed
Strategy.
UNIT II : LINEAR PROGRAMMING PROBLEM (LPP)
Meaning ,Assumptions, and characteristics of LPP - Business Applications of Linear
Programming Technique – Formulation of LPP – Solution by Graphic Method – Simplex
Method – Concept of Dual.
UNIT III : TRANSPORTATION AND ASSIGNMENT PROBLEMS
Transportation Models: Problem statement – Loops in Transportation Table- Steps in
Transportation Methods: North – West Corner Method – Least Cost Method – Vogel’s
Approximation Method (VAM) – Modified Distribution ((MODI) Method.
Assignment Problems: Meaning - Presentation of Assignment Problem- Steps in
Assignment Problem – Hungarian Assignment Method (HAM)
UNIT IV : QUEUING THEORY
General Structure of a Queuing System – Arrival Process – Service System – Queue
Structure – Operating Characteristics of Queuing System – Basic Concepts in Queuing
Theory : Queuing Models: (1) Poisson Exponential Single Server Model Infinite
Population - (2) Poisson-Exponential Single Server Model Finite Population- (3) Poisson
Exponential Multi Server Model – (4) Erlang’s Method

UNIT V : SEQUENTIAL DECISION MAKING

Meaning – Need and Importance - Steps in Sequential decision making – Applications of

Sequential decision making to different situations: Traveling salesman’s problem –
Pricing problem – Production scheduling and Inventory problem.
Suggested Readings
1. C.R.Kothari : Introduction to Operational Research, Vikas
Publishing House
2. N.D.Vohra : Quantitative Techniques in Management, TMH
3. G.V. Shenoy, U.K. Srivastava and S.C. Sharma : Operations Research for
4. Hamdya Taha : Operations Research – An Introduction, TMH
4. Richard Bronson, Govindasami Nadimuthu : Operations Research,
Schaum Series, TMH
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER II Marks Distribution:20 +80

207. BUSINESS RESEARCH METHODS

Learning Objectives:
The Course addresses the methods of research with an emphasis on various stages that are
necessary to obtain and process information to enable well informed decision-making.. It allows
the students to grasp and comprehend the methods and techniques used in research and provide
with the knowledge and skill to undertake research.
Unit-I: Introduction
Business Research: Definition-Types of Business Research. Scientific Investigation: The
Building Blocks of Science in Research-Deduction and Induction. The Language of Research:
Concepts, Constructs, Definitions, Variables, Propositions and Hypotheses, Theory and Models.
Technology and Business Research: Information needs of Business - Technologies used in
Business Research: The Internet, E-mail, Browsers and Websites. Role of Business Research in
Managerial Decisions Ethics in Business Research: Ethical Treatment of Participants-Informed
Consent, Rights to Privacy, Confidentiality.
Unit-II: The Research Process
Problem Identification: Broad Problem Area-Preliminary Data Gathering. Literature Survey -
Online Data Bases Useful for Business Research - Problem Definition- Theoretical Framework-
-Components of Theoretical Framework - Hypothesis Development - Statement of Hypothesis-
Procedure for Testing of Hypothesis
Unit-III: The Research Design
Types of Research Designs: Exploratory, Descriptive, Experimental Designs and Case Study -
Measurement of Variables- Operational Definitions and Scales-Nominal and Ordinal Scales-
Rating Scales- Ranking Scales- Reliability and Validity- Content Validity, Criterion Related
Validity and Construct Validity.
Unit-IV: Collection and Analysis of Data
Sources of Data-Primary Sources of Data-Secondary Sources of Data - Data Collection
Methods- Interviews: Structured Interviews and Unstructured Interviews-Face to face and
Telephone Interviews- Observational Surveys- Questionnaire Construction: Organizing
Questions-Structured and Unstructured Questionnaires – Guidelines for Construction of
Questionnaires. Data Analysis: An overview of Descriptive, Associational and Inferential
Statistical Measures.
Unit-V: The Research Report
Research Reports-Components-The Title Page-Table of Contents-The Executive Summary-The
Introductory Section-The Body of the Report-The Final Part of the Report- Acknowledgements
– References-Appendix - Guidelines for Preparing a Good Research report Oral Presentation-
Deciding on the Content-Visual Aids-The Presenter-The Presentation and Handling Questions
Suggested Readings
1. Uma Sekaran, “Research Methods for Business–A Skill Building Approach”, John Wiley
& Sons (Asia) Pte.Ltd, Singapore,` 2003.
2. Donald R Cooper and Pamela S Schindler, “Business Research Methods”, Tata McGraw-
Hill Publishing Company Limited, New Delhi, 2007
3. William G. Zikmund, “Business Research Methods”, Thomson Business Information
India Pvt. Limited, Banglore, 2005.
4. Wilkinson & Bhandarkar: Methodology and Techniques of Social Science Research,
Himalaya Publishing House.
5. C.R. Kothari: Research Methodology – methods & Techniques, Vishwa prakashan, New
Delhi.

18
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER-III

19
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER – III

S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS

CODE Exam
Exam

1 301 ORGANIZATIONAL 80 20 100 4

BEHAVIOUR

2 302 OPERATIONS 80 20 100 4

MANAGEMENT

3 303 STRATEGIC MANAGEMENT 80 20 100 4

4 304 LOGISTICS & SCM 80 20 100 4

5 311/321/331/341 ELECTIVE I 80 20 100 4

311- HUMAN RESOURCE

DEVELOPMENT
321- CONSUMER BEHAVIOUR
AND CRM
331- SECURITY ANALYSIS
441 - RELATIONAL DATABASE
MANAGEMENT SYSTEMS
(RDBMS)
6 312/322/332/342 ELECTIVE II 80 20 100 4

312 - ORGANISATION
DEVELOPMENT
322- ADVERTISING AND SALES
MANAGEMENT
332 - FINANCIAL MARKETS
AND SERVICES
342 - ENTERPRISE RESOURCE
PLANNING (ERP)

7 313/323/333/343 ELECTIVE III 80 20 100 4

313- INTERNATIONAL HUMAN

RESOURCE MANAGEMENT
323- PRODUCT AND BRAND
MANAGEMENT
333- INTERNATIONAL
FINANCIAL MANAGEMENT
343- SYSTEMS ANALYSIS AND
DESIGN
TOTAL CREDITS 28

20
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III Marks Distribution:20 +80

301. ORGANIZATIONAL BEHAVIOUR

UNIT: I
Foundations of organizational behaviour : Concept- Importance- Cognitive approach
- Reinforcement Approach - Psycho-analytic approach - Factors influencing
Organizational behaviour - Challenges and opportunities for organization behaviour
- A managerial perspective.

UNIT: II
Individual in the organization: Individual - nature of man - Models of man-
Personality - stages of development of personality - Determinants of Perception -
Factors influencing perception - Learning - Theories of Learning- Attitudes -
Formation of attitudes. Personality and emotions - Managing emotions and tress in
organizations - Individual decision making - Motivation theories - Application of
motivation.

UNIT: III
Groups in organization: Basic group concepts – Formation - Types Group decision
making- Group Cohesiveness- Dissonance - Small Group behaviour - Groups Vs.
Teams- Understanding work teams - Types of teams - Creating effective teams.
Conflicts- Types of Conflicts - Strategies for resolution of Conflicts in Groups.
UNIT: IV
Group Dynamics: Communication- Hindrances in achieving effective
communication- Leadership and managerial effectiveness- Trust and Leadership-
power and politics- Basis of power- organizational politics.

UNIT: V
Organizational Systems: Organization Structure- Size and design- Organizational
culture- Creativity and innovation- Organizational change- Resistance to change-
Introducing change in large organizations- Organizational stress- Factors contribute to
Stress- Coping strategies- Stress and performance. Organizational effectiveness-
Quality of work life- International Organizational behaviour- New options- Virtual
Organization- Technology and Organization.
Suggested Readings:
1. Robbins: Essentials of Organizational Behaviour, Pearson Education,2008.
2. Gordon. J.R: Diagnostic approach to Organizational behaviour: Allynand Bacon:
New York, 1987.
3. Lorbch J.W. (Fd.) Handbook of Organization Behaviour: EnglewoodCliffs: Prentice
Hall.
4. Harrison M.LK.: Diagnosing Organizations: Methods, Models and
Processes: Sage Publishers, New Delhi, 1987.
5. Ford. R.C.: Organization Theory- An Integrative Approach: Harper &Row
Publishers: New York, 1988.
6. Robbins P. Stephen: Organizational Behaviour, Concepts,
Controversies and Applications, Pearson Education.
7. Sarma,VVS: Organizational Behaviour, Jaico Publishing House
8. Ashwatappa: Organizational Behaviour, Himalaya Publishing House
21
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III Marks Distribution:20 +80

302. OPERATIONS MANAGEMENT

UNIT – 1:
INTRODUCTION – Evolution –Concept-Definition- Scope – Systems Perspectives –
Challenges – Priorities - Special features of goods and services – Operations Strategy
– Strategy Formulation – Operational Excellence - Role of Operations Management-
World Class Manufacturing & Services.

UNIT – II:
DESIGNING OPERATIONS – Product Design – Process Design – Facilities Location
– Steps in Facilities location – Factors influencing facilities location – Plant Layout –
Factors influencing plant layout – Process and Product SystemGroup and Static Product
Layout – Plant Capacity and Line Balancing – Capacity Planning – Work Study-
Techniques of work study – Method Study – Work Measurement-methods of work
measurement. (Problems and cases in Work Study & Measurement)

UNIT – III:
PRODUCTION PLANNING AND CONTROL – Scope – Classification – Functions
- Factors determining Production Planning and Control – Production Cycle – Characteristics
of Process Technologies – Project – Job – Shop – Batch – Assembly and continuous –
Interrelationship between product life cycle and process life cycle-Elements and Issues in JIT.

UNIT – IV:
INVENTORY PLANNING AND QUALITY CONTROL – Purchasing System –
Inventory Planning – Inventory Control Techniques – Quality control – Standards and
specifications – Quality Assurance and quality circles – Statistical quality control –
Control Charts for Average, range, fraction defectives – Total Quality Management
(Problems and cases in SQC).

UNIT – V:
PROJECT AND MAINTENANCE MANAGEMENT – Concept of Project – Types
of Projects – Feasibility Report – Detailed Project Report – Project management
techniques-PERT and CPM – Maintenance Management- equipment cycle –
Requirements for effective maintenance management.(Problems and Cases in PERT &
CPM).

Suggested Readings:
1.Aswathappa K & Shridhara Bhat K.: Production and Operations
Management, Himalaya Publishing House, Mumbai, 2009
2 B. Mahadevan: Operations Management-Theory and Practice, Pearson Eucation , 2008
3.Elwood S. Buffa & Rakesh K. Sarin: Modern Production/OperationsManagement,
Wiley Edition, 2009
4. Chunawalla & Patel: Production and Operations management, HimalayaPublishing House, Mumbai,
2009
5. William J. Stevenson: Operations Management, Tata McGraw-Hill Pvt. Ltd.,New Delhi,2007

22
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III Marks Distribution:20 +80

303. STRATEGIC MANAGEMENT

Unit I- Introduction to Strategic Management

Concept of Strategy- Levels-Strategic Decision Making-Strategic Management-
Elements-Process-Model-Vision-Mission-Business Definition- Goals and Objectives-
Balanced Scorecard Approach to Objectives-setting- Key Performance Indicators.

Unit II- Environmental and Organisational Appraisal

Appraising the Environment-Factors affecting Environmental Appraisal- Internal
Environment-Organisational Resources-Synergistic Effects- Competencies-
Organisational Capability Factors-Methods and Techniques used for Organisational
Appraisal-Preparing the Organisational CapabilityProfile.

Unit III- Corporate-Level Strategies

Corporate-Level Strategies-Expansion-Stability-Retrenchment-Combination-
Concentration-Integration-Diversification-Internationalisation Strategies- Merger and
Acquisition Strategies-Stability-Retrenchment-Turnaround- Combination Strategies.

Unit IV- Strategic Analysis, Choice and Implementation

Process of Strategic Choice-Strategic Analysis-Factors in Strategic Choice- Strategy
Implementation - Project Implementation-Procedural Implementation-Resource
Allocation-Structural Implementation-FunctionalStrategies

Unit V- Strategic Evaluation and Control

An Overview of Strategic Evaluation and Control-Strategic Control- Operational
Control-Techniques of Strategic Evaluation and Control-Role of Organisational
Systems in Evaluation.

Suggested Readings:
Azhar Kazmi -Strategic Management and Business Policy Tata McGraw Hill.
1. .R.M.Srivastava - Management Policy and Strategic Management – Concepts, Skills and
PracticesHimalaya Publishing House.
2. V.S. Ramaswamy S. Namakumari - Strategic Planning- Formulation of Corporate Strategy
Text& Cases The Indian Concept Macmillan Business Books.
3. Thomas L. Wheelen J. David Hunger - Concepts in Strategic Management and Business
Policy Pearson Education.
4. Ireland, Hoskisson, Hitt Strategic Management Cengage Learning.
5. Subba Rao,P - Business Policy and Strategic Management Himalaya Publishing House.
6. Business Policy and Strategic Management Himalaya Publishing House.
7. R. Srinivasam - Strategic Management Prentice Hall of India Pri.Ltd – Delhi
8. Upendra Kachru - Strategic ManagementExcel Books
9. VSP Rao ,V Harikrishna Strategic ManagementExcel Books

23
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III Marks Distribution:20 +80

304. LOGISTICS & SUPPLY CHAIN MANAGEMENT

Course Objectives:
To provide understanding of the components and processes of supply chain and logistics
management as well as the performance drivers of supply chain.
Unit – I: Understanding Supply Chain:
Objectives of a Supply Chain, Importance of supply chain decisions, – Decision phases in a
supply chain –Process views of a supply, Key Issues in SCM, Logistics & SCM, Supply Chain
Drivers and Obstacles, Competitive and Supply Chain Strategies, Achieving Strategic Fit,
Best Practices in SCM, Green Supply Chain Management, Supply Chain Sustainability,

Unit – II: Logistics:

Evolution, Objectives, Components and Functions of Logistics Management, Difference
between Logistics and Supply Chain, Distribution related Issues and Challenges. Gaining
Competitive Advantage through Logistics Management, Transportation: Functions, Costs,
and Mode of Transportation Network and Decision, Models, Containerization, Cross Docking,
Reverse Logistics. Outsourcing: Nature and Concept, Strategic Decision to Outsourcing,
Third-party Logistics (3PL), Fourth-party Logistics (4PL).
Unit – III: Designing the Distribution Network:
Role of Distribution, Factors Influencing Distribution, Design Options, Distribution Networks
in Practice, Network Design in the Supply Chain, Role of Network, Factors Affecting the
Network Design Decisions, Modeling for Supply Chain.
Unit IV- Managing economies of scale in a supply chain:
Role of cycle inventory in a supply chain-Safety Inventory-determining the appropriate level
of safety inventory-impact of supply uncertainty on safety inventory, factors affecting optimal
level of product availability Transportation in supply chain-Modes and their performance
characteristics-Transportation infrastructure-Design options for a transportation network-IT
in transportation –Sourcing Decisions –Role Supplier selection-Contracts, Risk sharing –
Design collaboration ,Procurement process,
Unit –V Supply Chain Performance:
External Drivers of Supply Chain Performance-Bullwhip Effect and Reduction,
Performance Measurement: Dimension, Tools of Performance Measurement, SCOR Model.
Demand Chain Management, Global Supply Chain, Challenges in Establishing Global Supply
Chain, Factors that influence Designing Global Supply Chain Network. Information technology
in a supply chain-Supply chain IT framework-Coordination in a Supply Chain: Importance of
Coordination, Obstacles to Coordination, Managerial Levels to achieve coordination, Building
Partnerships and Trust,
Suggested Readings:
1. Sunil Chopra & Peter Meindl: Supply Chain Management, Strategy, Planning and Operation, Pearson Education,
2. David Simchi-Levi & Philip Kaminsky, Designing & Managing the Supply Chain: Concepts, Strategies & Case
Studies, Tat McGraw-Hill, 2004, New Delhi.
3. Donald J Bower Sox & David J. Closs, Logistical Management: The integrated Supply Chain process, Tata
McGraw-Hill, 2000, New Delhi. 2000
4. N.Chandrasekaran, Supply Chain Management: Processs,system and Practice,Oxford University Press
5. Rajat K. Basiya, Integrated Supply Chain Management, Sage Publications, 2020.
6. K Sridhara Bhat, Logistics & Supply Chain Management, HPH,1e,2017.
7. Altekar, Rahul V, Supply Chain Management: Concepts and Cases; PHI Learning ,1e,2005.
24
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III HRM ELECTIVE-I Marks Distribution:20 +80

311. HUMAN RESOURCE DEVELOPMENT

UNIT-I : Foundations of HRD

Evolution of HRD- The Relationship between HRM and HRD- HRD functions-
Role and Competencies of an HRD, Professional – Challenges to organization and to
HRD Professionals- A framework for the HRD-Learning and instruction- Maximising
Learning- Learning strategies and styles.

UNIT-II: Framework of HRD

Assessing HRD Needs- Strategic organizational analysis-Task analysis-Personal
analysis – Priortising HRD Needs- The HRD Process model debate- Designing
effective HRD programmes – Deciding the objectives of HRD interventions- -
Implementing HRD Programmes- Evaluation of HRD Programmes- Purpose, models
and Ethical issues in evaluation – Assessing the Impact of HRD Programmes in
financial terms.

UNIT-III : HRD APPLICATIONS

Career Management - Defining Career Concepts- Stages of life and career
development- Models and process of career Management – Issues in career
Development – Designing effective Management Development Programmes-
Organisational Development and Change- Concepts, Theories and Models- Types of
Interventions – Adopting to labour market changes – HRD Programmes for Cross-
Cultural Employees.

UNIT-IV : COMPTETENCY DEVELOPMENT

Basic Workplace Competencies- Programmes for Professional Development and
Education – Maintaining affective performance encouraging superior performance
skills – employee coaching and wellness services – Issues in employee counseling –
Employee Assistance programmes – Stress Management Interventions – Employee
wellness and Health promotion programmes.

UNIT-V :HRD IN INDIA

HRD Audit in leading organizations – Structuring of HRD- HRD Movement in India-
HRD Challenges for India for building world class organizations- Suggestions to
make HRD effective in Indian Organisations- HRD Climate Development Measures –
Constraints on HRD - HRD Vision of India – Knowledge base of HRD in India-
Resource requirement for making HRD work in India.
Suggested Readings:
1. T.V. Rao Human Resources Development-
Experiences- Interventions Strategies
Sage Publication, New Delhi, 2006
2. Topomay Deh Human Resource Management Theory
& PracticeAne Books India-2006
3.R. Krishnaveni Human Resource Developmenta Researcher’s perspective
4.T.V. Rao Readings in Human Resource
Development Oxford & IBH Publishing Co. Pvt .Ltd.,

25
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III HRM ELECTIVE-II Marks Distribution:20 +80

312. ORGANISATION DEVELOPMENT

Unit-I : The Field of OD
Definition – Evolution – Different Stems – The laboratory straining stems – The
Survey Research and Feedback stem – The Action Research Stem – The Socio
Technical and Socio Clinical Stem – Second Generation – Values Assumptions and
belief in O.D. – Implications of O.D. – O.D. Values in IndianOrganisations.

Unit-II : Foundations and Interventions of O.D.

Models and theories of planned change – Participation and Empowerment –Parallel
learning structures – Normative, Re-educative Strategy of Changing Action Research –
Managing the OD Process – OD Interventions – TeamInterventions – Teams and work
groups – Process Consultation Interventions - A gestalt approach to Team Building –
Techniques and Exercises used inTeam Building –Large Scale Change and High Performance
Systems – Trans Organisational Development – Structural Interventions and the applicability
of O.D.
Unit-III: Key Considerations and Issues
Issues in Consultant – Client Relationships – Defining the client System – Entry and
Contracting – The Issue of ‘Trust’ – The Nature, Expertise, Diagnosis, Appropriateness
and Depth of Interventions – The Consultant Team as a model and microcosm –
Ethical Standards in O.D.
Unit-IV: Power, Politics and O.D.
Team work for analyzing power and politics – Importance in the planned change and
practice of O.D. – O.D. Practitioner – Competencies of an effective O.D. Practitioner –
Professional Values and Ethics – Evaluation of O.D. Interventions – Managing in
Turbulent Times – Organisational Deconstruction – Distributed Intelligence -
Technological connectivity – Creative Destruction – Disruptive Innovation – Clash of
Culture and Implications of O.D. – Incorporating future in to the present.

Unit-V: The Future and O.D.

Fundamental Strengths of O.D. and Changing Environmental – Diffusion of
Techniques – Integrative Practice – The Search for High Performance Community –
Organisation Transformation for large scale Paradigm Shift – The O.D. Value Cycle –
O.D. Interventions for special situations like turnaround situations, Managing
Discontinuities – The New Agenda for O.D.

Suggested Readings:

1. Wendell L. French Cecil Organization Development 6th EditionPearson

H. Bell, Jr. VeenaVohra Education, 2008

2. Wendell L. French Organization Development and Transformation

Cecil H. Bell Jr. - Managing Effective Change, 6th EditionTata
Robert A. Zawacki McGrawHill, 2008
3. Cummings Organization Development & Change, 8th Edition
Worley Cengage Learning India Pvt. Ltd. New Delhi, 05
4. Bhupan Srivatsava Organization Design & Development Concepts & Applications, Himal
Impressions, New Delhi, 2009

26
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III HRM ELECTIVE-III Marks Distribution:20 +80

313. INTERNATIONAL HUMAN RESOURCE MANAGEMENT

Unit-I: Basics of IHRM
Importance - Definition, Nature, Scope and components of IHRM Strategy,
Functions, Objectives, Problems – IHRM-compared with domestic HRM- Growing
interest in IHRM -Three Dimensions of IHRM activities- functional positioning and
organizational context of IHRM- Approaches to the study of employment policy across
countries.
UNIT-II: The Functional Aspects of IHRM
Process in IHRM-Staffing patterns of the International Managers/ - Approaches
to multinational staffing Decisions- Selection Criteria and Technologies- Competencies
needed for Global Mangers – Transfer policies- Expatriate Failures - cultural awareness
programmes-objectives and key components of international compensation- Emerging
Issues in Global Compensation Management- Performance Management of
Expatriates-Study of Different Models .
UNIT-III: IHRM Practices in Selected Countries
The American Model of HR Management- Recent Trends in HR Development in
USA- The British model of HR Management- Training & Development within a total
model from learning to knowledge – Japanese style of HR Management- Implications
for managers- Reward system access cultures- Motivational system across culture-
German Model of HR Management – The main features of the work values in
Germany - Chinese model of HR Management- The two way classification of
workers and cadres – Chinese work values.
UNIT-IV: IHRM Model of India
Culture and Indian Managers- Indian Managers-Responses to HR practices across
the world-Implication for multinationals – MNCs skill-based approach and staff
training and Development priority – The global managers and future organizations
- India’s Response to Universalization of HR Principles, Policies and Practices –
Cross- Convergence.
UNIT-V: Special Issues in IHRM
Challenges of Globalisation and implications of Managing people and leveraging
Human Resources for competitive advantage – Impact of Information Technology on
Human Resource Management- Human side of Technology- The New knowledge
economy, IT and HR- out sourcing HR- Globalisation, Quality of Work life and
productivity- Reorienting work force through HR Interventions – Women expatriates
and their problems – Exit policy and practices – Impact on participative Management
and Qualitycircles.
Suggested Readings:
1. P.L. Rao - International Human Resource Management –Text and Cases
Excel Books- New Delhi
2. K. Aswathappa - International Human Resource Management
SadhnaDash Text and Cases Tata McGraw Hill Publishing
3. P. Subba Rao - International Human Resource Management
Himalaya Publishing House
4. Peter J. Dowling - International Human Resource Management
Denice E. Welch 4th Edition, Thomson Learning USA

27
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III MARKETING ELECTIVE-I Marks Distribution:20 +80

321. CONSUMER BEHAVIOUR AND CRM

UNIT:I

Consumer Behaviour – Concept – Types of consumers-Current Trends in consumer

behaviour Approaches to studying Consumer Behaviour – Inter – disciplinary analysis -
Consumer Behaviour applications in designing marketing strategies – Problems in studying
Consumer Behaviour.

UNIT:II
Internal Determinants of Consumer Behaviour: Motivation- Learning-
Perception-Attitude, Personality and life style.

UNIT:III
External Determinants of Consumer Behaviour: Family Social Class- Reference
Group and Opinion Leader- Diffusion of innovations- Culture and Subculture.

UNIT:IV
Consumer Decision making Process –Consumer Dissonance – Consumer Decision
Making Models: Howard Sheth Model-EKB Model-Organisational Buyer Behaviour
and Influences on Organisational Buyer Behaviour.

UNIT:V
CRM concept and components- Evolution and development- Challenges in
implementing CRM- Organization for CRM, CRM Strategy cycle – CRM Programme
measurement and Tools – CRM practices in Banking, Insurance and Retail.

Suggested Readings:
1. Schiffman, Leon, G and Kannuk, Leslie Lazar: Consumer BehaviourPrentice
Hall of India.
2. David L.Loudon & Albert J. Della Bitta: Consumer Behaviour, McGraw
Hill.
3. Suja R.Nair: Consumer Behaviour in Indian Perspective,
Himalaya Publishing House.
4. Dr. Rajeev Kumara, Consumer Behaviour: Himalaya Publishing.
5. Roger J.Baran, Robart J. Galka, Deniel P. Strunk: Customer
Relationship management, South West Cengage Lerning.
6. S. Shanmuka Sundaram: Customer Relationship management,Modern
Trends and Perspective, Prentice Hall of India.
7. Peelan – Customer Relationship Management, Pearson
Education.

28
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III MARKETING ELECTIVE-II Marks Distribution:20 +80

322. ADVERTISING AND SALES MANAGEMENT

Unit-I
Introduction to Advertising – Scope – Functions and Importance - Setting of Advertising
objectives -Objectives DAGMAR- 5Ms of Advertising ––AIDA model-Socio- Cultural and
Ethical Dimensions of Advertising – Recent Trends in Advertising – Advertising for Social
Causes –Internet Advertising- Meaning, Components, Advantages, Limitations, Types of
Internet Advertising- Advertising Agencies- Functions
Unit-II
Advertising Copy: Meaning – Essentials of Good Advertising copy – Advertising Copy for
Print Media, T.V, Radio, and Internet – Visualization of Advertising Layout – Functions,
Principles, and Elements of a layout. Creativity in Advertising-Message Strategy -
Advertising Appeals– Misleading and deceptive advertising

Unit-III
Advertising Media – Planning and Strategy – Types of Media - Media Scheduling Decisions –
Media Mix Decisions -Media Planning – frequency, reach and outcome Advertising Budgets
– Planning for Advertising Budgets – Methods of Determining Advertising Budgets-
Advertising Effectiveness – Need and Problems – Tools and Techniques of Measuring
Communication Effectiveness and Sales Effectiveness of advertising.
Unit-IV
Sales Management: Concept of Sales Management- Importance -Role/Functions of Sales
Management -Objectives of sales management -types of Selling, , Organization Structure of
Sales Department-Functions of Sales Executives, Selling Skills, Selling Strategies, Selling
Process,-Personal Selling Process- Sales force Planning and its advantages,- . Sales
Forecasting Methods, Sales Budgeting Process
Unit-V
[

Sales Force Management: Meaning & Importance Sales Force Management, Components of
Sales Force Management, Role and Advantages of the Sales Manager, Problems of Sales Force
Management, Recruitment and selection, training, sales force motivation, compensation, sales
force control and evaluation -Ethics in Sales Management-Evaluation of Sales Performance:
Meaning and features of Sales Performance, Process of Sales Performance, Importance of Sales
Performance, Objective of Sales Performance, Sales Performance Evaluation Methods,
Monitoring and review of Performance Evaluation System
Suggested Readings:
1. Ramendra Singh, Sales and Distribution Management: A Practice-Based Approach, 1e, Vikas,
2016
2. K. Sridhara Bhat, Sales and Distribution Management, 1e, HPH, 2011.
3. S.A. Chunawalla, Sales and Distribution Management, 3e, HPH. 2012
4. George E.Belch, Michel E.Belch, Keyoor Purani, Advertising and Promotion: An integrated
marketing communication Perspective, Mc Graw Hill,
5. Clow, Kenneth E/ Baack, Donald E, Integrated Advertising, Promotion and Marketing
Communications
6. Sales Management: Decisions, Strategies and Cases, Still, Cundiff&Govoni, Pearson Education
7. Sales Management - S.A. Chunawalla

29
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III MARKETING ELECTIVE-III Marks Dstribution:20 +80

323. PRODUCT AND BRAND MANAGEMENT

Unit I:
Product Management – Concept – Need and Importance - Evolution of Product
Management – Product Management Process – Role of Products – Levels of Products –
Buy Grid analysis – Product Customization – Product focused Organizations – Role
of Product Manager in Modern Marketing.

Unit II:
Competitive Strategy for Products – Market Mapping – Category Analysis -
Competitor analysis – Customer analysis – Product portfolios – BCG Matrix – Shell’s
Policy Matrix – Product mix and line decisions – Managing line extensions – Product
Positioning strategies.

Unit III:
Product Development – Product Innovation – Product Development Process – Factors
affecting success or failures of new products – Product Life Cycle – Management of
Product Life Cycle – Managing different stages of PLC
– Product Revival Strategies – Product Elimination Decisions.

Unit IV:
Concept of Brand – Brand and Firm – Brands and Consumers - Brand Identity - Brand
Image – Protecting Brand – Brand Perspectives – Brand Levels – Brand Evolution

Unit V:
Brand Equity – Brand Loyalty and Brand Equity –– Brand Personality
- Building Brands – Brand Extension strategies – Brand Positioning – 3 Cs of
Positioning – Competitive Positioning

Suggested Readings:
1. Ramanuj Mazumdar – Product Management in India – PHI Learning –New Delhi –
2009
2. Harsh V Verma - Brand Management – Text and Cases – Excel Books –New Delhi –
2008
3. Michael Baker and Susan Hart – Product Strategy and Management –Pearson
Education – New Delhi – 2009
4. Donald R Lehman – Product Management – Tata McGraw Hill Pvt Ltd –New Delhi –
2005
5. S.A.Chunawalla – Product Management – Himalaya Publishing House –New Delhi –
2009
6. U C Mathur – Product and Brand Management – Excel Books – NewDelhi -2007
7. Karl T Ulrich and Steven D Eppinger – Product Design and Development –
Tata McGraw Hill Pvt Ltd – New Delhi – 2009
8. Tapan K Panda – Building Brands – Excel Books – New Delhi – 2009
9. S.A.Chunawalla - Compendium of Brand Management - HimalayaPublishing
House – New Delhi – 2009

30
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III FINANCE ELECTIVE-I Marks Distribution:20 +80

331. SECURITY ANALYSIS

Unit I- Investment Setting

Investments-Definition-Investment, Speculation and Gambling-Objectives and
Constraints-Investment Process-Investment Environment-Investment Alternatives and
their Evaluation.
Security Markets-Markets and their Functions-Participants-Stock Markets- Primary
and Secondary Markets-Trading and Settlement Systems-Stock Market Quotations and
Indices(Construction)-Latest Developments in Stock Market Operations. (Problems on
Stock Index Construction).
Unit II- Risk and Return
Security Returns-Concept and Measurement-Historical (Ex-post) Return and Expected
(Ex-ante) Return-Total Return and Holding Period Return- Arithmetic and Geometric
Return-Nominal and Real Return-Return Relatives.
Risk- Concept-Sources-Classification-Systematic and Unsystematic Risk-Risk in a
traditional sense and in contemporary mode-Measurement of Historical Risk and
Expected Risk-Measures of Risk-Standard Deviation and Variance.(Problems on
Measurement of Return and Risk on different securities in various situations).
Unit III-Security Valuation
Common Stock Valuation-Balance Sheet Valuation-Dividend Capitalization Model-
Free Cash Flow Model-Earnings Multiplier Approach-Earnings-Price Ratio, Expected
Growth and Growth-Other Valuation Ratios.
Bond Valuation-Bond Characteristics-Bond Prices and Yields-Risk in Bonds and
Duration-Analysis and Valuation of Straight and Convertible Bonds.(Problems on
Valuation of Common Stocks and Debt Securities in different situations and Bond
Yields and Duration).
Unit IV- Common Stock Analysis
Equity Analysis-Objectives-Approaches-Fundamental Analysis-Economic Analysis-
Global Economy, Government Policy and Macro Economy-Industry Analysis-Industry
Classification-Key Characteristics-Industry Life-Cycle Analysis-Company Analysis-
Strategy Analysis-Accounting Analysis-Financial Analysis-Intrinsic Value Estimation-
Equity Research in India. (Problems on Intrinsic Value Estimation).
Unit V- Technical Analysis and Efficient Market Hypothesis
Technical Analysis-Meaning-Fundamental and Technical Analysis-
Market/Technical Indicators-Charting Techniques-Testing of Trading Rules-
Evaluation of Technical Analysis-Elliot Wave Theory.
Efficient Market Hypothesis- Forms of Efficiency-Random Walk Theory and
Efficient Market Hypothesis-Empirical Tests-Implications of Investment Analysis.
Suggested Readings:
1. Fischer and Jordan, Security Analysis and Portfolio Management,Prentice Hall of
India, New Delhi, 2008.
2. Prasanna Chandra, Investment Analysis and Portfolio
Management,Tata McGraw Hill ,2008.
3. William F.Sharpe, Gordon J Alexander and Jefferay V.Bailey, Investments, 6th
Edition, PHI Learning Private Limited, New Delhi,2008.
4. Reilly and Brown, Investment Analysis and Portfolio Management, 8thEdition,
Cengage Learning, New Delhi, 2009.
31
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III FINANCE ELECTIVE-II Marks Distribution:20 +80

332. FINANCIAL MARKETS AND SERVICES

UNIT– I
Structure of Financial System – Role of Financial System in Economic Development –
Financial Markets and Financial Instruments – Money Markets – Capital Market : Primary and
Secondary market- Corporate and government securities market- Mortgage Markets –
Secondary Market Operations – Regulations – Functions of Stock Exchanges – Listing –
trading and settlement- Role of depositories.
UNIT– II
Financial Services – Concept and meaning. Classification – Traditional and Modern activities;
Fund-based and non-fund-based activities – Financial Engineering – Need for financial
innovation – new financial products and services – Current scenario and challenges to the
financial services sector in India.
Merchant Banking – Meaning – Types – Role of Merchant Bankers in Issue Management –
SEBI guidelines related to issue management.
UNIT– III
Venture Capital – origin and concept – features – scope – significance – venture capital
institutions in India – SEBI guidelines. Lease Financing – Meaning – features – types – merits
and demerits –Lease or Buy decision – Hire Purchasing: Concepts – salient features – Leasing
vs. Hire Purchasing.
UNIT – IV
Mutual Funds – Concept – significance – classification – merits and problems – performance
evaluation – SEBI guidelines.
Factoring and bill discounting concept – process and forms – Functions of a factor – Legal
aspects of factoring and bill discounting – Financial evaluation of factorial services – cost
of factoring – decision analysis for factor services – Factoring scenario in India.
UNIT – V
Definition and basic characteristics of Insurance – Requirements of an insurable risk. Types
of insurance – Benefits and Costs of insurance to society – Fundamental legal principles of
surance – Functions of insurer. IRDA and recent trends in insurance sector in India.

Suggested Readings:
1. Meir Kohn, 2015, Financial Institutes and Markets, 2nd edition, Oxford University
Press, South Asia Edition.
2. Khan.M.Y., 2006, Financial Services, 3rd edition, TMH, New Delhi-8.
3. Rejda.G.e., 2002, Principles of Risk Management and Insurance, 7th edition, Pearson
Education.
4. Mishkin.F.S., and Eakins.S.G., 2006, Financial Markets and Institutions, 5th edition,
Pearson Education.
5. Choudhry, Moorad, (2002), Capital Market Instruments, Prentice Hall.
6. ED Madhusoodanan, (2008), Indian Capital Markets, Quest Publications.
7. Gurusamy, (2009), Capital Markets, 2nd edition, Tata McGraw Hill.

32
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III FINANCE ELECTIVE-III Marks Distribution:20 +80

333. INTERNATIONAL FINANCIAL MANAGEMENT

UNIT – 1:
International Financial System: Meaning, scope and significance of International
Finance. International Financial System – Components and environment. Finance
function in global context – International Monetary System – fixed and floating
systems – Balance of Payments (BOP). International Financial Institutions – World
Bank – IMF – ADB

UNIT – II:
Foreign Exchange Market: Players and components, functions – Foreign Exchange
Rates – Spot – Forward and Cross Rates. Theories of determining foreign exchange
rate – International Parity condition. Indian Foreign Currency Market – Foreign
Exchange Management Act (FEMA) – Recent development (Problems and cases).

UNIT – III:
Management of Foreign Exchange Risk: Meaning and types of risk – Management of
Translation, Transaction, and economic exposure. Tools, Techniques and Hedging
strategies for foreign exchange risk management (Problems and cases)

UNIT – IV:
International Monetary System: Forwards, Swaps, and interest rate futures.
European Monetary markets, Asian Currency Markets, GDRs, ADRs, Blocked
Accounts, Dealing position, Speculation and leveraged arbitrage (problems)

UNIT – V:
Financial Management of Multinational Firm – Foreign Capital BudgetingDecisions
– Cash Flow Management – Tax and Accounting implications of International
activities (Simple Problems).

Suggested Readings:
1. APTE P.G: International Financial Management, Tata McGraw-Hill CompanyPvt.
Ltd., New Delhi.
2. Madhu Vij: International Financial Management, Excel Books, New
Delhi.2003.
3. Machiraju,H.R, International Financial Management, Himalaya PublishingHouse.
4. Alan C. Shapiro: Multinational Financial Management, Wiley India Pvt. Ltd.,,New
Delhi.
5. Ephraim Clark: International Financial Management, Cengage Publications,Delhi.
6. Cheol S.Eun & Bruce G. Resnick: International Financial Management, Tata
McGraw-Hill Company Pvt. Ltd., New Delhi.
7. Eiteman – Multinational Business Finance, Pearson Education.

33
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER III SYSTEMS MANAGEMENT- Marks Distribution:20 +80
ELECTIVE - I

341.RELATIONAL DATABASE MANAGEMENT SYSTEMS (RDBMS)

Unit-I
Introduction to databases- Introduction – Application development without
databases- Advantages- Concepts and history of DBMS- commercial databases.
Data base design- Feasibility study- designing system – class diagrams- data types-
elements.

Unit-II
Data normalization- Introduction – Sample database- first – second – third Normal
Forms Beyond third normal form- Data rules and integrity – effects of Business
rules- Converting class clan diagram to normalized tables- data dictionary.

Unit-III
Queries and sub queries- Data queries- basics- computation- group by – multiple
tables- sub queries- joints- SQL testing queries.

Unit-IV
SQL FORMS - Application development using SQL FORMS organization of SQL
FORMS- Function Key- Screen Painter, default form designing a complete form-
trigger and their types trigger command syntax- Use of macro generating a form,
running a form, user exits.

Unit-V
SQL Report writer- Types of reports, entering the query formulating the report,
calculated filed, group settings modifying tent settings, previewing a report running a
report, SQL LOADER, Database Administrator

Suggested Readings:

1. James Perrya T and Joseph, G. Lateer: Understanding Oracle, BP

2. Abbey and Corey, Oracle: A Beginners Guide, Tata MC Graw Hill
3.Gerald V. Post: Data Base Management Systems- Designing and BusinessApplication, Tata
Mc Graw Hill.
4.McFadden: Database Management System, Addison Wesly.

34
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III SYSTEMS MANAGEMENT- Marks Distribution:20 +80

ELECTIVE - II

342. ENTERPRISE RESOURCE PLANNING (ERP)

Unit-I
ERP overview- Evolution of ERP-EP Technologies-ERP Technologies- ERP As
Decision support system- ERP Architecture Consideration for ERPimplementation

Unit- II
Introduction to ERP: ERP Vs MRP, Evolution- Growth- Benefits and limitations of
ERP- Phases of ERP- Sales, Marketing, Distribution Manufacturing- Finance-
Personnel- Purchase and Inventory- Planning & Control

Unit-III
ERP- Related Techniques Business Process Reengineering (BPR), MIS- DSS- EIS-
Data warehousing- Data Mining- Online Analytical Processing (O&AP), Supply-
Chain Management CAD/CAM-, Materials Requirement Planning, Bills of Materials,
Manufacturing Resource Planning, Distribution Requirement Planning, JIT & Kanban -
Make to order- make to stock- Assemble to order, engineer–to-order.

Unit-IV
ERP Models-Finance- Plant and Maintenance- Quality Management- Materials
Management- Benefits of ERP.

Unit-V
ERP Implementation life cycle- pre-evaluation screening, PackageEvaluation- Project
Planning Phase- GAP Analysis- Reengineering, Configuration- Team Training- Testing
& Going Live

Suggested Readings:

1. S. Sadgopan: ERP A Managerial Perspetive, Tata McGraw Hill.

2. Alexisleon: Enterprise Resource Planning, Tata Mc Graw Hill.
3. Vinod Kumar Kard and Arid NK Venkaita Krishtean: E.R.P Conceptsand Practice,
Prentice Hall of India.
4. Luvai F Motiwallo, Jeff Thompson Enterprise Systems for
Management – Pearson Education, 2009
5. Jyotindram,Enterprise Resource Planning, Himalaya Publishing
House.

35
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER III SYSTEMS MANAGEMENT- Marks Distribution:20 +80

ELECTIVE - III

343. SYSTEMS ANALYSIS AND DESIGN

Unit-I
Assuming the role of the systems analyst- Types of systems – Integrating Technologies
for system- Need for systems Analysis and Design- Role of the system Analyst- System
Development life cycle- using case tools- Upper and Lower case- Object oriented systems-
Analysis and Design- Agile approach and other alternative methodologies.

Unit-II
Understanding organizational style and its impact on information systems-
organizations as systems – Depicting systems graphically – Use cage modelling – Levels of
Management – Organisational culture

Unit-III
Project Management – Project initiation- Determining Feasibility – Activity planning and
control- Computer-based project Scheduling- Function pointAnalysis- Managing Analysis
and Design activities- Agile Development.

Unit-IV
Information Gathering-Interactive Methods-Interviewing-Joint Application Design-Using
Questionnaires-Sampling-Investigation-Observing a Decision-making behaviour

Unit V
Agile modeling and prototyping- prototyping – Developing prototype – user’s Role in
prototyping Rapid application development – Agile modeling comparing agile modeling
and structured methods

Suggested Readings:

1. System Analysis and Design by Kendall Kendall (seventh edition)

2. Analysis & Design of information systems by James A. Sen (secondedition)
3. Sodzinger Jackson Burd: Systems Analysis & Design.
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER-IV
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

SEMESTER – IV

S.No. SUBJECT SUBJECT University Internal TOTAL CREDITS

CODE Exam
Exam

1 401 CREATIVITY AND 80 20 100 4

INNOVATION

2 402 MANAGEMENT 80 20 100 4

INFORMATION SYSTEM &
E- BUSINESS

3 403 ENREPREPRENEURSHIP 80 20 100 4

DEVELOPMENT

4 404 TOTAL QUALITY 80 20 100 4

MANAGEMENT

5 411/421/431/441 ELECTIVE I 80 20 100 4

411- PERFORMANCE &

COMPENSATION
MANAGEMENT
421- SERVICES MARKETING
431- PORTFOLIO
MANAGEMENT
441 - ARTIFICIAL
INTELLIGENCE
6 412/422/432/442 ELECTIVE II 80 20 100 4

412 – MANAGEMENT OF
INDUSTRIAL RELATIONS &
LABOUR LAW REFORMS
422- GLOBAL MARKETING
432 - FINANCIAL DERIVATIVES
442 - DATA
COMMUNICATIONS AND
NETWORKING

7 413/423/433/443 ELECTIVE III 80 20 100 4

413- STRATEGIC HUMAN

RESOURCE MANAGEMENT
423- RETAIL MARKETING
MANAGEMENT
433- STRATEGIC FINANCIAL
MANAGEMENT
443- DATA MINING AND DATA
WAREHOUSING
8 PROJECT REPORT 100 100 4

9 VIVA VOCE 50 50 2

TOTAL CREDITS 34

2
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV Marks Distribution:20 +80

401. CREATIVITY AND INNOVATION

Unit I Realms of Creativity-

Creativity-Concept-Convergent and Divergent Thinking-Creativity Intelligence-
Enhancing Creativity Intelligence-Determinants of Creativity-Creativity Process-
Roots of Human Creativity-Biological, Mental, Spiritual and Social-Forms of
Creativity-Essence, Elaborative and Expressive- Existential, Entrepreneurial and
Exponential.

Unit II Creative Personality-

Traits Congenial to Creativity- Motivation and Creativity-Strategies for changing
Motivation Creativogenic Environment- Formative Environment and Creativity- Adult
Environment- Environmental Stimulants-Blocks to Creativity-Strategies for
unblocking Creativity.

Unit III Corporate Creativity-

Creative Manager-Techniques of Creative Problem Solving- Creative Encounters and
Creative Teams- Perpetual Creative Organisations-Creative Management
Practices-Human Resource Management, Marketing Management, Management of
Operations, Management of Product Design and Growth Strategies.

Unit IV Creative Organisation-

Issues and Approaches to the Design of Creative Organisations-Policy frameworks
Organisational Design for Sustained Creativity-Mechanism stimulating Organisational
Creativity-Creative Diagnosing-Creative Societies-Necessity-Model of a Creative
Society.

Unit V Management of Innovation-

Nature of Innovation-Technological Innovations and their Management-Inter-
Organisational and Network Innovations- Design of a Successful Innovative
Organisation-Training for Innovation-Management of Innovation-Agents of
Innovation- Skills for Sponsoring Innovation.

Suggested Readings:
1. Pradip Khandwalla- Lifelong Creativity- An Unending Quest, Tata McGraw Hill, 2006.
2. Pradip Khandwalla- The Corporate Creativity- The Winning Edge, Tata McGraw Hill, New
Delhi
3. Pradip Khandwalla- The Fourth Eye, Wheeler Publishing, New Delhi.
4. Rastogi, P.N, Managing Creativity for Corporate Excellence, Macmillan, New Delhi.
5. Jone Ceserani, Peter Greatwood- Innovation and Creativity, Crest Publishing House, New Delhi.

3
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV Marks Distribution:20 +80

402. MANAGEMENT INFORMATION SYSTEM & E- BUSINESS

UNIT – 1:
Management Information System- Definition of MIS – Need for Information System for Business -
Integrated system- Components of IS- IS Activities – Computer based information system- Subsystems
of an MIS – Information based software systems: – Transaction Processing System – DSS -EIS –:
Information systems for Business Operations: Sales & Marketing, Production, Financial Accounting,
Human Resources Concept of DM: Phases in DM Procedure _ Intelligence & Decisions choice Phases.
MIS for supporting for DM. Developing IS – System Development cycle: - Feasibility, System
Analysis, System Decisions. Prototype- Implementation – Maintenance of IS

UNIT – II:
Security & Control Issues in IS:- IS Controls- Facility controls- Challenges of Information tech -
Ethical and Societal challenges of Information Systems – Ethical Dimensions-Privacy Issues- Privacy
on Internet , Procedural controls- Privacy laws.-Computer Crime : Hacking , Cyber theft, software
privacy , Technical Malware Attack - Computer Viruses , Worms & Trojan Horses- Non- Technical
Malware Attack: Social Phishing , Identity Theft & Identify Fraud, Spam Attacks : Defence Strategy:-
Access Control (Authorisation & Authentication, Biometric Systems ), Encryption & PKI (Symmetric &
Asymmetric key Encryption, Certificate Authority , Secured Socket Layer(SSL)) System Controls &
Audits –- Auditing IT Security-IT Act 2000,Govt policy and recommendations

UNIT – III:
E-Commerce: -Definition and Concepts of E- Commerce – Ecommerce Framework, Foundation of E
commerce, Classification of Ecommerce -Essence of Ecommerce – Benefits of E Commerce,
Limitation and Barriers of Ecommerce - E-Commerce Application: - B to C, B to B, B to G, C to B;
Advantages and limitations; M-Commerce: meaning, Framework, and Models, Benefits &limitations of
m-commerce, consumer perspective
UNIT – IV:
Electronic Payments: Online Payments cards – Mobile Payments - Mobile Payment Participants and
Issues- Emerging E commerce Payment’s systems and issues: Crypto Currency, Digital Rupee &
Virtual Currency -E payment Security- security measures in the electronic payment system-firewall
Encryption: Decryption and Digital Signature-E funds Transfer-
E-Business on Different Fields and Industries:-
E-Marketing: -Meaning, areas, planning, strategy and implementation, Internet advertising-E-Tourism -
E-CRM, - Employment and Job Market Online- Online Publishing and e-Books- Banking and
Finance Online-On-Demand Delivery Systems and E-Grocers - E-Procurement definition, processes,
methods and benefits.
UNIT – V:
ERP- Overview of Enterprise - Business Processes- Basic ERP Concepts- Benefits & Challenges of
ERP -Risk – ERP & Related Technologies. Business Models of an ERP Package – Functional models
of ERP Software – Integration of ERP, Supply Chain & Consumer Relations Application – ERP
Implementation – Future Direction & Trends in ERP.
Suggested Readings:
1. Management Information System, Kenneth Laudon & Jane Laudon, Pearson Edu. India, 14 ed.
2. Management Information System: Conceptual Foundations: Davis & Olson, McGraw Hill; 2 ed.
3. Management Information Systems : James A O’Brien, TMH 4th edition
4. E-Business: A Beginners Guide, Ellen Peter, TMH, 2017.
5. E-business. Kollmann, T. Springer, 2019.
6. E-Commerce, Green Stein and Fein Mann,Tata McGraw Hill, 2015.
7. Understanding E-Commerce, Kosier, PHI, 2016
8. Electronic Business and Electronic Commerce Management, 2nd edition, Dave Chaffey, Prentice Hall, 2006
9. Electronic Commerce: A Managerial Perspective, Turban, E. et al., Prentice Hall-2018.
10. Enterprise Resource planning : Alexis leon, McGraw Hill
4
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV Marks Distribution:20 +80

403. ENREPREPRENEURSHIP DEVELOPMENT

UNIT-I: Entrepreneur, Entrepreneurship & Entrepreneurial Development

Definition and Concept - Characteristics of Entrepreneurs-Traits and Skills-Classification-

Entrepreneurial Behaviour and Motivation-Nature and Importance of Entrepreneurs - The
Entrepreneurial Culture - Theories of Entrepreneurship-Entrepreneurship Development –
Intrapreneurship - Causes – Climate for Intrapreneurship - Institutions involved in fostering
Entrepreneurship.

UNIT-II: Creativity and Feasibility Planning

Sources of New Ideas - Methods of Generating Ideas-Creative Problem Solving -
Opportunity Recognition - Feasibility Planning - Four-Stage Growth Model -
Fundamentals of a Feasibility Plan - The Feasibility Plan.

UNIT-III: Management of SMEs

Financial Management - Sources of Finance - Working Capital Management - Venture
Capital – Characteristics - Types of Venture Financing - Marketing Management - Product
Development – Pricing Channels of Distribution - Marketing Communications - Production
Management - Materials Management - Human Resource Management in SMEs.

UNIT-IV: Entrepreneurial Strategy

Generation of a New Entry Opportunity - Assessing the attractiveness of a New Entry

Opportunity - Entry Strategy for New Entry Exploitation - Risk Reduction Strategies for
New Entry Exploitation Growth Strategies - Economic Implication of Growth-Implications of
Growth for the Firm.

UNIT-V: Emerging Issues in Entrepreneurial Development

Family Business - Importance - Types - Succession - Strategies for improving the Family
Business-Entrepreneurship Development Programmes - The Indian EDP Model – Phases -
Evaluation of EDP Women Entrepreneurship – Concept – Empowerment - Factors
governing Women Entrepreneurship - Rural Entrepreneurship.

Suggested Readings:
1. Vasant Desai - Dynamics of Entrepreneurial Development and Management, Himalaya
Publishing House
2. Robert Hisrich - Entrepreneurship Michael Peters - Tata McGraw Hill
3. David H.Holt Entrepreneurship New Venture Creation, Prentice Hall of India
4. Poornima Charantimath - Entrepreneurship Development & Small Business Enterprises,
Pearson Education

5
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV Marks Distribution:20 +80

404. TOTAL QUALITY MANAGEMENT

UNIT – 1:
Introduction, The concept of TQM, History & Evolution of TQM, Quality and Business
performance, attitude, and involvement of top management, communication, culture and
management systems. Management of Process Quality: Definition of quality, Quality Control,
a brief history, Product Inspection vs. Process Control, Statistical Quality Control, Control
Charts and Acceptance Sampling.

UNIT – II:
Organizing for TQM: The systems approach, organizing for quality implementation, making
the transition from a traditional to a TQM organization, Quality Circles, seven Tools of TQM:
Stratification, check sheet, Scatter diagram, lshikawa diagram, pareto diagram, Kepner
&Tregoe Methodology. Improvement Tools & Techniques: Kaizen ,JIT, Force field analysis,
Five S’s.

UNIT – III:
The Cost of Quality: Definition of the Cost of Quality, Quality Costs, Measuring Quality
Costs, use of Quality Cost information, Accounting Systems and Quality Management.
Continuous Process Improvement, - the Juran trilogy, - The PDCA Cycle-Kaizen-
Reengineering. Total productive maintenance (TMP) – relevance to TQM, Terotechnology.
Supplier Partnership- Partnering- Sourcing-Supplier Selection-Supplier Rating-Performance
Measures-Basic concept- Strategy-Quality cost.

UNIT – IV:
Tools and Techniques for Quality Management
The Concept of Six Sigma, Objectives of Six Sigma, The framework of Six Sigma
programme, roles and responsibilities, Six sigma problem solving approach: Benefits and costs
of Six Sigma. Quality functions development (QFD). FMEA - Stages, Types.
Benchmarking- reasons for bench marking-Process- Understanding current performance-
Pitfalls and criticism of benchmarking. POKA YOKE.

UNIT – V:
ISO 9000: Universal Standards of Quality: ISO around the world, The ISO9000 ANSI/ASQC
Q- 90. Series Standards, benefits of ISO 9000 certification, the third-party audit,
Documentation ISO9000 and services, the cost of certification implementing the system.

Suggested Readings:

1. Total Quality Management / Joel E. Ross/Taylor and Francis Limited

2. Total Quality Management/P. N. Mukherjee/PHI
3. Beyond TQM / Robert L. Flood.“The Six Sigma Instructor guide”,Green belt training made easy,2008 2nd
Ed.Macmillan
4. Statistical Quality Control / E. L. Grant.
5. Total Quality Management: A Practical Approach/H. Lal.
6. Quality Management/Kanishka Bedi/Oxford University Press/2011.
7. Total Engineering Quality Management/Sunil Sharma/Macmillan

6
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV HRM ELECTIVE-I Marks Distribution:20 +80

411 PERFORMANCE & COMPENSATION MANAGEMENT

Unit-I : An overview of Performance Management.

Definition - Objectives and process of Performance Management – Development in the field – The
Performance Contract Principles and Limitations – Impact of “Competency Goal” in the Performance
Management System. Essential Features of Effective Performance Management System- Key Results Areas
(KRAs) in Performance Management - Top Management Commitment Component of Performance
Management - Recognizing excellence in Performance - Consistent Reward System - Organizational Goal
Linked. Performance Management - Deciding key performance Indicators (KPIs)

UNIT – II: Challenges in Nurturing Architecture of P.M

Organization specific PMS- Reward based Performance - Management System and its Significance -
Interventions and Drivers - Refinement and Reinforcement of Reward System - Career based Performance
Management - Team based Performance Management - Significance, theoretical foundations, culture based
Performance Management - Lessons of culture Theories - Internalization of Performance Values - Lessons of
Leadership theories. Competence based Performance Management Significance - Leadership based
Performance Management – Performance Management practices in Indian Organizations.

Unit-III : Foundation of Compensation Management

Definition – Objectives, Principles and Importance – The Pay Model – Compensation Objectives –Stake
Holders– Forms of Pay – Cash Compensation Base – Merit Pay – Cost of living Adjustments – Incentives –
Allowances – Policies on Internal Alignment and External Competitiveness– Strategic Perspective of total
compensation – Mapping total compensation strategy – Pay Decisions and Organisation Strategy – “Best Fit”
Vs. “Best Practices” Dilemma – Issues andModels of Executive Compensation.

Unit-IV: Components of Pay Structure

Organisational Strategy – Work Flow – Fairness – Motivation of Behaviour – Economic Pressures –
Government Policies – Law and Regulations – External Stakeholders – Cultures and Customers –
Organisations of Human Capital – Organisation Work Design - Overall HR Policies – Internal Labour Markets –
Employee Acceptance – Research Findings – Equity Theory – Tournament Theory – Institutional Model –
Pay Structure based on jobs, Employees and Competencies – Use of Job Analysis and Job Evaluation in
Designing Pay Structures. Managing Variations in International Pay System– Determinations of International
Compensation System

Unit-V: Compensation Strategy and Competitiveness

Influencing factors of external competitiveness – Modifications to the Supply and Demand side – Compensating
Differentials –Job Structure and Pay Structure – Grades and Ranges – Broad banding – Determinants of
Grades and Ranges of Pay – Differences in Quality of Individuals applying for work – Differences in the
productivity and value – Differences in the pay mix of Competitors – Issues in pay for performance –Employee
Stock Ownership Plans (ESOPs) – Performance Plans – Broad Based Option Plans (BBOPs) – The Role of
Performance Appraisal in Compensation Decisions.

Suggested Readings:

1. Srinivas R. Kandula Performance Management Prentice - Hall India 2006

2. R.K. Sahu Performance Management System
3. B.D. Singh Compensation and Reward Management Excel Books, New Delhi, 2007
4. Tapomoy DEB Compensation Management Text & Cases Excel Books, New Delhi,2009

7
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV HRM ELECTIVE-II Marks Distribution:20 +80

412. MANAGEMENT OF INDUSTRIAL RELATIONS & LABOUR LAW REFORMS

UNIT – 1: An Overview of Industrial Relations System and Industrial Relation Code 2020
Definition -Objectives of IR- Participants in Industrial Relations – Functional requirements of successful
Industrial Relations programmes- Industrial Relations perspectives- The system model (Dunlops approach)-
The plaudits approach- Webers social action approach- Evaluation and growth of Industrial Relations in
India- Changing dimensions of Industrial Relations -Changing profile of major stakeholders- Government
policies and IR. Industrial disputes – Causes and Consequences of Disputes- Methods of settling Industrial
Disputes- Adjudication or compulsory arbitration in India Adjudication/ compulsory arbitration V/s
collective bargaining –Dispute settlement machinery for the prevention and settlement of Industrial
Disputes.
UNIT – II: The Code on Wages 2019
Payment of minimum rate of wages- Fixation of minimum wages Components of minimum wages,
Procedure for fixing and revising minimum wages. Power of Central Government to fix floor wage.
Minimum time rate wages for piece work. Wages for overtime work PAYMENT OF WAGES-Mode of
payment of wages. Fixation of wage period. Time limit for payment of wages. Fines. Deductions for
absence from duty. Deductions for damage or loss. Deductions for services rendered, Deductions for
recovery of advances. Deductions for recovery of loans.
PAYMENT OF BONUS CLAUSES Eligibility for bonus, Proportionate reduction in bonus in certain
cases. Disqualification for bonus. Adjustment of customary or interim bonus against bonus payable under
this Code. Deduction of certain amounts from bonus payable. 39. Time limit for payment of bonus.
PAYMENT OF DUES, CLAIMS AND AUDIT - Responsibility for payment of various dues. Payment of
various undisbursed dues in case of death of employee. Claims under Code and procedure thereof.
UNIT – III: The Occupational Safety, Health and Working Conditions Code, 2020
HEALTH SAFETY AND WORKING CONDITIONS-Responsibility of employer for maintaining
health, safety and working conditions FACTORIES- Approval and licensing of factories. Liability of
owner of premises in certain circumstances. Compulsory disclosure of information by occupier. Specific
responsibility of the occupier in relation to hazardous processes. 86. National Board to inquire into certain
situations. Emergency standards. Permissible limits of exposure of chemicals and toxic substances.
UNIT – IV: SOCIAL SECURITY ORGANISATIONS
Constitution of Board of Trustees of Employees' Provident Fund. Constitution of Employees' State
Insurance Corporation. National Social Security Board and State Unorganised Workers' Board Constitution
of State Building Workers Welfare Boards. EMPLOYEES PROVIDENT FUND - Schemes Funds.
Contribution in respect of employees and contractors. Fund to be recognised under Act 43 of 1961.
EMPLOYEES PROVIDENT FUND- Employees' State Insurance Fund. Purposes for which Employees'
State Insurance Fund may be expended. Holding of property, Medical benefit. Provision of medical
treatment by State Government or by Corporation. General provisions as to benefits. GRATUITY -
Payment of gratuity. MATERNITY BENEFIT-Employment of, or work by, women prohibited during
certain period. Right to payment of maternity benefit. Notice of claim for maternity benefit and payment
thereof. Payment of maternity benefit in case of death of a woman. Payment of medical bonus. Leave for
miscarriage, etc.
UNIT – V: International Industrial Relations & Contemporary Issues in Industrial Relations
Recognition of Trade Unions practices in foreign countries- Social security schemes in abroad – Glimpse
into Industrial Policy of East Asia- Industrial Relations in Japan. Labour Relations in china- Industrial
Relations system in Great Britain and USA- Unions strategy- a USA perspective- International Trade
Union Organizations.
ILO-Objectives and Impact- Difficulties in adoption of ILO conventions and recommendations- Problems
of ratifications. Economic reforms and Restructuring, Adjustment process and VRS schemes in public
sector- Management of sexual Harassment – Management of contract labour. Recommendations of the
Second National Commission on labour (2002) – Impact of technological change on IR.
Suggested Readings:
1. Mamoria.C.B. Mamoria S.V.Gankar.-Dynamics of Industrial Relations, Himalaya Publishing House
2. P.R.N. Sinha Indu Bala Sinha,Seema Priyadarshini Shekar-Industrial Relations, Trade Unions and Labour Legislation Pearson
3. R.C. Saxena -Labour Problems and Social Welfare, K.Nath & Co
4. P.L. Malik - Industrial Law, Estron Book Comp Luknow
5. https://labour.gov.in/labour-law-reforms

8
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV HRM ELECTIVE-III Marks Distribution:20 +80

413. STRATEGIC HUMAN RESOURCE MANAGEMENT

UNIT-I: The Framework of SHRM
Definition – Importance – components of HRM strategy – models of strategy –Contribution
of HR in formulating and implementation of business strategy – Methods of structuring HR
Department in organizations – Linkage between strategic business planning (SBP) and
strategic HR development (SHRD) – HR contribution to organizational learning –
competency mapping – building the core competencies –Avoiding conflicting HR systems in
designing the congruent and integrated HR systems: Trade – offs – Knowledge based HR
management strategy.
UNIT-II: HR Environment Scanning
Technology and organizational structure – environment turbulence, adaptation –
environmental scanning and competitive intelligence – influence on HR information system
–management of diversity – Trends in utilization of HR, relocation of work – Employee
leasing- Global sourcing of labour –The influence of organizational purpose, mission and
top management team –The impact of organization design and learning
UNIT-III: HR Strategy Formulation
Strategic planning – Multinational Strategies – Strategic alliance – Sustainable global
competitive advantage –Assessment of strategic alternatives – Managerial issues in
strategic formulation – Importance and methods of forecasting the supply of HR – Key HR
activities in Mergers and Acquisition (M & A) – Ensuring alignment – Ensuring strategic
flexibility for the future – An investment perspective of Human Resources – HR investment
consideration.
UNIT-IV: HR Strategy Implementation
Implementation of Human resource and reallocation decisions – Cross training and flexibility
in assigning work – Using work teams – Strategically oriented performance measurement
system –
Strategically oriented compensation systems –Improving the quality of performance measures
- Results oriented vs Process oriented measures – Individual best practices and systems
best practices – Universal practices vs Contingency perspective – practices for evolution of
high-performance HR systems.
UNIT-V: HR Strategy Evaluation
HR evaluation process – Overview– Scope – Strategic impact – Level of analysis – Criteria
– Level of constituents – Ethical dimensions – Approaches to evaluation – Audit approach –
Analytical approach – Quantitative and Qualitative measures – Outcome process criteria -
Balanced score card perspective – Bench marking – Evaluating strategic contribution of
traditional areas such as selection, training, compensation – Evaluating strategic contribution
in emerging areas such as management of diversity and quality readiness..
Suggested Readings:
1. Jeffray A. Mello, Strategic Human Resource Management, Cengage Learning Indian Pvt. Ltd., New Delhi,
2008.
2. Richard Regis, Strategic Human Resource Management and Development, Excel Books, New Delhi.
3. Charles R. Greer, Strategic Human Resource Management – A General Managerial Approach, Second
Edition, Pearson Education Asia, 2007.

9
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV MARKETING ELECTIVE-I Marks Distribution:20 +80

421. SERVICES MARKETING

UNIT–I:

Introduction to Services Marketing – Definition of Service Marketing – Nature – Classification

of Services – Characteristics of Services – Difference between Product and Services –
Reasons for Growth and Development of Service Marketing. – Recent Trends in Service
Marketing. – Problems and Challenges in Service Marketing. Services Marketing Mix –
Traditional 4P’s – Product – Pricing – Promotion and Physical Distribution. – Extended
Marketing Mix 3P’s physical Evidence – People and Process

UNIT–II:

Consumer Behaviour in Services- Customer expectation of services- Current Issues Involving

Customer Service- Customer Perception of Service Customer Satisfaction Service Quality
Service Encounters Strategies for influencing customer perceptions. Service recovery.

UNIT-III:

Service Development and Design. High Performance Service Innovations - Physical

Evidence and The Servicescape – Employees’ Role in Service Delivery - Customers’ Role in
Service Delivery, Self Service Technologies - Delivering Service Through Intermediaries and
Electronic Channels.

UNIT-IV:

Managing Demand and Capacity – Integrated Services Marketing Communications –

Pricing of Services – Gaps Model of Service Quality – SERVQUAL Survey in Measuring –
Service Triangle.

UNIT –V:

Marketing Strategies for Financial and Other Services: Marketing of Financial & Banking
Services – Marketing of Tourism Services – Marketing of Transportation Services – Marketing
of Health Care Services.

Suggested Readings:
1) Ravi Shankar – Services Marketing, Excel Marketing.
2) Love Lock Christopher H. – Services Marketing, Prentices Hall of India.
3) Philip Kotler & Clarke N Robert – Marketing for Health Care Organizations.
4) Rajendra & Nargundkar – Services Marketing, TATA Mc graw. Hill. Co.
5) Ziethman & Others – Services Marketing, Pearson Education.

10
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV MARKETING ELECTIVE-II Marks Distribution:20 +80

422. GLOBAL MARKETING

Unit-1:
Global Marketing – Concepts – Key Concepts – Evolution of Global Marketing – Drivers
towards Gobalization – Global Marketing objectives – Theoretical Foundations – Country
Specific Advantages – Firm Specific Advantages – Rivalry between Global Competitors.

Unit-II: Global Marketing Environment – Economic Environment – Political and Legal Environment
Cultural Environment – Analyzing Global Marketing Environment.

Unit-III:
Global Market Selection and Entry Strategies – Assessing Global Market Opportunities –
Country Attractiveness – Understanding Local Customers – Multinational Market Regions –
Global Segmentation and Positioning – Global Mature Markets – Growth Markets –
Emerging Markets.

Unit-IV:
Global Marketing Strategies – Global Products and Services – Standardization Vs
Localization – Global Product Lines – Global Brand Management – Global Pricing – Financial
Issues – Transfer Pricing – Counter Trade – Global Pricing Policies.

Unit-V:
Global Promotion Strategies – Promotion as Competitive Advantage – Pros and Cons of Global
Advertising – Global Advertising Decisions – Global Sales Promotion – Direct Marketing –
Global Personal Selling – Global Distribution – Rationalizing Local Channels – global
Logistics – Global Channel Design.

Suggested Readings:
1. Johnny K. Johansson – Global Marketing – Foreign Entry, Local Marketing and Global
Management – Tata McGraw Hill Pvt. Ltd. New Delhi, 2008.
2. Kate Gillespie, Jean Pierre Jeannet, H. David Hennessey – International Marketing – Cengage
Learning – New Delhi-2009.
3. Philip R Cateora, John L Graham, Prashat Salwan – International Marketing – Tata McGraw
Hill, New Delhi-2009
4. P.K.Vasudeva – International Marketing – Excel Books – New Delhi, 2006.
5. Sak Onkvist, John J Shaw – International Marketing – Analysis and Strategy – PHI Learning
Pvt. Ltd. New Delhi, 2009.

11
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV MARKETING ELECTIVE-III Marks Dstribution:20 +80

423. RETAIL MARKETING MANAGEMENT

Unit-I:
Introduction to Retail Marketing Management
Retailing –Meaning –Importance of retailing – theories of structural changes in retailing-
Different formats of retailing – Organised and unorganized retailing-Retailing
Environment-Retailing in India –Recent trends in retailing - Problems and Challenges of
retailing

Unit-II:
Retail Store Selection, Store Layout and Design
Types of store locations- Steps involved in store location – Principles elements of store
design – Layout selection – important considerations in store selection and design

Unit-III:
Retail Merchandise Management
Types of merchandise –Product range- Merchandise procurement- Process of merchandise
procurement- Merchandise assortment plan – Category management- process of category
management
Retail pricing –Factors effecting retail pricing –different approaches of retail pricing-

Unit-IV:
Retail Human Resource and Promotion Management Overview of Human Resource in
retail-recruitment, selection training, motivation and evaluation of performance of
personnel Need and importance of promotion mix in retailing – Retail promotion mix
strategies – Visual display

Unit-V: Retail Customer Behaviour and CRM

Factors affecting customer buying behaviour- customer segmentation in in retailing
Customer loyalty- Customer relationship management in retailing–Retail Customer
services

Suggested Readings:

1. Levy, Weitz and Pandit : Retailing Management:Tata McGraw Hills.

2. Chetan Bajaj, Rajanu\ish Tuli and Nidhi V Srivastava, Retail Management, Oxford
3. Suja Nair : Retail Management: Himalaya
4. Barry Berman and Joel R Evans: Retail Management – A Strategic Approach:Pearson Edn
5. Lamba: Art of Retailing: Tata McGraw Hill
6. KVS Madan: Fundamentals of Retailing: Tata McGraw Hill
7. A Shiva Kumar: Retail Marketing: Excel Books
8. Gipson G Vedamani: Retail Management. JAICO publishing house. Diamond – Retail Buying,
dddddddPearsonccEducation.

12
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV FINANCE ELECTIVE-I Marks Distribution:20 +80

431. PORTFOLIO MANAGEMENT

Unit-I: Portfolio Theory

Concept of Portfolio – Basic Principles of Portfolio Theory – Process of Portfolio
Management – Setting Portfolio Objectives and Identifying Constraints – Investment
Policy – Traditional Vs. Modern Portfolio Theory.

Unit-II: Portfolio Analysis

Traditional Portfolio Analysis – Portfolio Theory – Concept of Diversification – Random
and Markowitz Diversification – Effects of
Combining Securities – Portfolio Return and Portfolio Risk – Portfolio Beta : Concept and
Measurement – Generating Efficient Frontier – Efficient Set Theorem – Markowitz Risk-
Return Optimization – Sharpe Index Model – Adequate Diversification ( Problems on
Portfolio Return, Portfolio Risk, Portfolio Beta and Minimum Variance Portfolio).

Unit-III: Portfolio Selection

Portfolio Selection: Risk and Investor Preferences – Best Portfolio Selection – Markowitz
Optimization – Sharpe Optimization – Significance of Beta in the Portfolio Selection -
Traditional Portfolio Selection (Problems on Portfolio Selection).

Unit-IV: Capital Asset Pricing and Arbitrage Pricing Theory

Capital Market Theory: Basic Assumptions – Capital Market Line (CML) – Security
Market Line (SML) – Inputs for Applying Capital Asset Pricing Model (CAPM) –
Empirical Tests of CAPM.

Arbitrate Pricing Theory (APT): Principle of Arbitrate – Arbitrage Portfolios – Two

Factor and Multi Factor Models – Synthesis of APT and CAPM. (Problems on CAPM
and APT).

Unit-V: Portfolio Performance Evaluation

Performance Evaluation: Measures of Return – Market Indices – Risk Adjusted
Measures of Performance – Reward to Variability (Sharpe) Ratio; Reward to Volatility
(Treynor) Ratio; and Ex-Post Differential Return (Jensen Measure) – Comparison and
Criticism of Risk-adjusted Performance Measures (Problems on Portfolio Performance
Evaluation).

Suggested Readings:
1. William F. Sharpe, Gordon J. Alexander and Jeferray V. Bailey, “Investments”, 6th Edition, PHI
Learning Private Limited, New Delhi, 2008.
2. Fischer and Jordan, Security Analysis and Portfolio Management, Prentice Hall of New Delhi,
2008.

13
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV FINANCE ELECTIVE-II Marks Distribution:20 +80

432. FINANCIAL DERIVATIVES

Unit–I:
Derivatives – Introduction – Evolution – Signification and functions – Types - Financial and
Commoditize – Players in Derivatives Market – Trading and types of Orders – Settlement
Procedure – Clearing House – Mark-to-Market – SPAN Margin System.

Unit–II:
Forward & Future Contracts – Concept – Features – Forward Contract Types – Forward Rate
Agreements – Forward Trading Mechanism – Forwards Vs. Futures – Future Contracts –
Types – Evolution of Futures Market – Players in future market – Functions – Trading
Mechanism – Specifications of future contracts – Pricing of futuresYielding no income,
known income, known dividend – Hedging with futures and forwards (Problems)

Unit–III:
Options – Concepts – Options Vs. Futures – Types – Trading with options – Basic principles
– Strategies involving options – Hedging with options – Currency options.

Unit–IV:
Valuation of Options – Factors determining option value – Binomial Option Pricing Model-
single period and two periods – Black-Scholes Option Pricing Model-non dividend and
dividend paying strategies – The Greeks of Black Scholes Model.

Unit–V:
Financial Derivative Market in India – Recommendations of L.C. Gupta Committee on
derivatives – Trading Mechanism at NSE and BSE – Eligibility of stocks – Regulation of
Trading System – J.R. Verma Committee Report on Regulation of derivatives in Indian Stock
Market.

Suggested Readings:
1 S.L.Gupta: Financial Derivatives-Theory, Concepts and Problems, Prentice-Hall of India Pvt.
Ltd., new Delhi, 2008
2.David A. Dubofsky & Thomas W. Miller, JR: Derivatives-Valuation and Risk Management,
Oxford University Press
3. John C. Hull: Options, Futures, and Other Derivatives, Pearson Education, Seventh Edition.
4. G.Kotreshwar: Risk Management-Insurance and Derivatives, Himalaya Publishing
House, Mumbai, 2007
.

14
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV FINANCE ELECTIVE-III Marks Distribution:20 +80

433 STRATEGIC FINANCIAL MANAGEMENT

Unit-I:
Introduction Strategic Financial Planning – Corporate Strategy for Growth –
Regulatory Framework – Rights Issue – Value of Right – Initial Public Offer – Private
Placement – Venture Capital.

Unit-II:
Capital Structure Planning – Estimating Financial Requirements – Understanding
Debt – Debt Securitization – Syndicatisation – Debt Policy – Pecking Theory
Hypothesis – EBIT-EPS Analysis Indifference Point – Levered Beta – Un-levered Beta
(Simple Problems).

Unit-III
Corporate Acquisitions – Types of Acquisitions – Mergers – Reasons – Merits and
Demerits – Exchange Ratio – Dilution and Accretion of Earnings – Evaluation of
Mergers and Takeovers – Consolidated Balance Sheet (Simple Problems).

Unit-IV
Corporate Valuation – Approaches – Estimating Equity Free Cash Flows – Valuation
based on EFCF – DCF – (Simple Problems) Value Based management – Economic
Value-Added Approach.

Unit-V
Corporate Restructuring and Reengineering Changing Ownership – Spin-off – Split-off
– Leveraged Buyout – Financial Restructuring – Buy Back of Shares – Problems in
Implementing Corporate Restructuring Policies – (Theory only).

Suggested Readings:
1. Prasanna Chandra – Financial Management, Tata McGrawhill Book Co. Ltd. 4th Edn.
2. Aswath Damodaran – Corporate Finance Wiley India 2nd Edn.
3. Shridan Titman, John DMartin, V. Ravi Anushuman – Valuation Analyzing Global
Opportunities, Pearson Education 1st Edn.
4. J. Fred Weston, Kwang SC Hung, Susan E. Hoag Mergers –
5. Restructuring and Corporate Control, Prentice Hall, India, 2007.
6. Glen Arnold, Mohan Kumar – Corporate Financial Management, 3rd Edn. Pearson Education.
Jonathan Berk Peter DeMarzo – Financial Management Pearson Education, 1st End. 2007.
7. R. Srivastava – Financial Management and Policy, Himalaya Publishing House, 4th Edn. 2009.

15
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)
MBA SEMESTER IV SYSTEMS MANAGEMENT- Marks Distribution:20 +80
ELECTIVE - I

441. ARTIFICIAL INTELLIGENCE

Unit-I:
AI roots and scope- History of applications from Eden to ENIAC: Attitudes towards
intelligence knowledge, and Human Artifice, Overview of AI Application areas.

Artificial Intelligence as Representation and Search : Introduction, The prepositional

Calculus, The predicate calculus, Using co Rules to produce predicate calculus
Expressions, Applications: A Logic Based Financial Advisor.

Unit-II:
Structures and Strategies for state space search: Introduction, Graph Theory- Strategies
for state space search, Using the state space to represent. Reasoning with the predicate
Calculus.

Unit-III:
Heuristic Search: Introduction, An algorithm for Heureistic search, admissibility,
Monotonicity and Informedness, using Heuristics in Games, Complexity issues.

Unit-IV:
Representation and Intelligence: The Al Challenge knowledge representation: Issues in
knowledge representation- A brief History of AI representational schemes- conceptual
Graphs: A Network Language- Alternatives to Explicitly Representation- Agent
based Distributed Problem solving

Strong Method Problem Solving:

Introduction, Overview of Experts systems- Technology- RuleBased Expert systems-
Model, Case based and Hybrid systems, Planning.

Unit-V:
Reasoning in uncertain situations: Introduction- Logic-Based Abductive Inference-
Abduction - Alternatives to Logic- The Stochastic Approach to Uncertainty.

Suggested Readings:

1.George Fluge, Artificial Intelligence, Pearson Education,5th Edition 2008.

2.Elaine Rich Kevin Knight, Artificial Intelligence, Tata McGraw Hill, New Delhi, 2007.

16
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV SYSTEMS MANAGEMENT- Marks Distribution:20 +80

ELECTIVE - II

442. DATA COMMUNICATIONS AND NETWORKING

Unit-I : Introduction
Data Communications – Components - Data Representations - Data Flow - Networks
- Distributed Processing, Network Criteria - Physical Structures - New work models -
Categories of Networks - Interconnection of Networks - The Internet-Protocol and
Standards.

Unit-II:
Network Models - Layered tasks - OSI model- Layered architecture- Peer-to peer
processes- encapsulation layers in the OSI model- TCP/IP Protocol suite- Addressing

Unit-III:
Data and Signals - Analog and Digital - Periodic Analog Signals - Digital Signals -
Transmission Impairment - Data Rate Limits – Performance.

Unit-IV:
Digital Transmission - Digital – to Digital Conversion – Analog - to Digital Connection
- Transmission modes Analog Transmission- Digital to Analog Conversion - Analog-
to-Analog conversion.

Unit-V:
Bandwidth Utilization: Multiplexing and Spreading – Multiplexing- Spread Spectrum-
Guided Media- Unguided media- Wireless- Radio waves- Micro Waves- Infra red.

Suggested Readings:

1. Data Communication and Networking by Behraaz A Forouzan (Fourth edition)

McGraw Hill Companies
2. Communication Networks Principles and Practice by Sumit Kasua/ Nishil Narang
Sumita Narang.
3. Tomasi – Introduction to Data Communications & Networking, Pearson Education.
4. William A Shay: Understanding Data Communications & Networks, Vikas Publishing.
5. William Stallings: Data and Computer Communications, Pearson Education.

17
 SATAVAHANA UNIVERSITY-KARIMNAGAR
Department of Business Management
REGULATION-21 REVISED MBA Syllabus (w.e.f 2021-2022)

MBA SEMESTER IV SYSTEMS MANAGEMENT- Marks Distribution:20 +80

ELECTIVE - III

443 DATA MINING AND DATA WAREHOUSING

Unit-I: Introduction
Data Mining Functionalities- Classification of Data Mining systems- Data Mining task
primitives- Integration of a Data mining system with a Database or Data warehouse system-
Major Issues in Data Mining.

Unit-II:
Data Processing- Descriptive Data Summarization – Data cleaning – Data Integration and
Transformation – Data Reduction- Data Discretization and Concept hierarchy generation.

Unit-III:
Data warehouse and OLAP Technology – an overview- A multi-Dimensional Data Model-
Data ware house Architecture- Data warehouse Implementation – from Data ware house
into Data Mining.

Unit-IV:
Mining Frequent patterns, Association and Co-relation – Basic Concept and a road map-
efficient and Scalable frequent item set mining methods- Mining various kinds of
Association rules.

Unit-V:
Classification and Prediction – Issues regarding classification and Prediction –
Classification by decision tree induction- Bayesian classification – Rule Based
classification.

Suggested Readings:

1. Jiaweihan and Micheline Kamber:Data Mining Concepts and Techniques.

2. Richard J. Roigel, Michael W. Geatz, Data Mining – A tutorial Based primmer – Pearson Education,
New Delhi,2005.
3. Tan – Data mining, Pearson Education.