JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA

(Established by Govt. of A.P., ACT No.30 of 2008)

KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

COURSE STRUCTURE MBA (REGULAR) 2024-2025

(Effective for the students admitted into first year from the academic year 2024-2025)

MASTER OF BUSINESS ADMINISTRATION

I & II Semester

(Applicable for the Batch Admitted from 2024-25)

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY: KAKINADA

KAKINADA-533003, Andhra Pradesh (India)
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester
S.No Course Courses M L T P C
Code
1 C-101 Management and Organizational 100 4 0 0 4
Behavior
2 C-102 Managerial Economics 100 4 0 0 4
3 C-103 Accounting for Management 100 4 0 0 4
4 C-104 Quantitative Analysis for Business 100 4 0 0 4
Decisions
5 C-105 Entrepreneurship Development 100 4 0 0 4
6 C-106 Business Environment 100 4 0 0 4

A. Information Technology for 100

Business
B. Rural Development
OE-101 C. Intellectual Property Rights& 3 0 0 3
Patents
7 D. MOOCs : SWAYAM/NPTEL-
(Related to Management Courses
other than listed courses in the
syllabus)
8 SE-101 PACE-UP(Personality Assessment
Centre, Enhancement and 50 0 0 4 2
Upgradation Processes) Programme
9 SE-102 Tally Lab 50 0 0 4 2
10 VA- Entrepreneur Project -I
101 Identifying the area of interest, 50
2 0 0 4 2
interacting with successful business
and submission of ground report.
Total 850 27 0 12 33

The Entrepreneur Project can be done either individually or forming a group(limited to

maximum of 4 members)
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year II Semester
S.No Course Courses M L T P C
Code
1 C-201 Financial Management 100 4 0 0 4
2 C-202 Human Resource Management 100 4 0 0 4
3 C-203 Operations Management 100 4 0 0 4
4 C-204 Marketing Management 100 4 0 0 4
5 C-205 Research Methods for Business Decisions 100 4 0 0 4
C-206 Business Analytics 100 4 0 0 4
6 A. Cross Cultural management
OE-201 100
B. Project Management 0 0 3
3
C. Lean Management
D. Database Management System
7 SE-201 R-Programming Lab 50 0 0 4 2
8 IT Lab 50
0 0 4 2
SE-202 (Spread sheets and SQL)
9 VA-201 Entrepreneur Project –II
Study on different loan approaches of State and 50 0 0 4 2
Central Govt. Prepare the Business Development
plan.
Total 850 27 0 12 33

3
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
4 0 0 4

MANAGEMENT AND ORGANIZATIONAL BEHAVIOR

Objective of the course:
Objective of the course is to give a basic perspective of Management.
This will form foundation to study other functional areas of management and to provide the
students with the conceptual framework and the theories underlying Organizational
Behaviour.
Unit – I
Definition, Nature, Functions and Importance of Management – Evolution of Management
thought – Scientific management, administrative management, Haw throne experiments –
systems approach - Levels of Management - Managerial Skills - Planning – Steps in
Planning Process – importance and Limitations – Types of Plans - Characteristics of a sound
Plan - Management by Objectives (MBO) - Techniques and Processes of Decision Making -
Social Responsibilities of Business

Unit-II
Organizing – Principles of organizing – Organization Structure and Design – Types of power
- Delegation of Authority and factors affecting delegation – Span of control –
Decentralization – Line and staff structure conflicts - Coordination definition and principles -
Emerging Trends in Corporate Structure – Formal and Informal Organization- Nature and
importance of Controlling, process of Controlling, Requirements of effective control and
controlling techniques.
Unit – III
Organizational behavior: Nature and scope – Linkages with other social sciences – Individual
roles and organizational goals – perspectives of human behavior - Perception– perceptual
4
process – Learning - Learning Process- Theories - Personality and Individual Differences -
Determinants of Personality - Values, Attitudes and Beliefs - Creativity and Creative
thinking.

Unit – IV
Motivation and Job Performance – Content and process Theories of Motivation - Leadership
- Styles - Approaches – Challenges of leaders in globalized era – Groups – stages formation
of groups – Group Dynamics - Collaborative Processes in Work Groups - Johari Window-
Transactional Analysis.
Unit – V:
Organizational conflict-causes and consequences-conflict and Negotiation Team Building,
Conflict Resolution in Groups and problem solving Techniques – Organizational change -
change process - resistance to change - Creating an Ethical Organization.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Harold Koontz, Heinz Weihrich, A.R.Aryasri, Principles of Management, TMH, 2010.
2. Dilip Kumar Battacharya, Principles of Management, Pearson, 2012.

3. Kumar, Rao, Chhaalill “Introduction to Management Science” Cengage Publications,New

Delhi
4. V.S.P.Rao, Management Text and Cases, Excel, Second Edition, 2012.

5. K.Anbuvelan, Principles of Management, University Science Press, 2013.

6. K.Aswathappa “ Organisational Behaviour-Text, Cases and Games”, Himalaya Publishing
House, New Delhi,2008.

7. Steven L Mc Shane, Mary Ann Von Glinow, Radha R Sharma: “Organisational

Behaviour”, TMH Education, New Delhi,2008

5
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
4 0 0 4
MANAGERIAL ECONOMICS
Course Objective:
1: Objective of the course is to introduce basic concepts and techniques of Managerial
Economics and comprehend student with vital decisions of business.
2: Assimilate and apply the laws of economics in the business.
3: Acquire the knowledge about the various types of market structure for strategizing and
wise decision making.
4: Practice the pricing strategies in the business management policies.
5: Achieve the knowledge about macroeconomics to foresee the external forces to the
effective decisions in organisation.
Learning Outcomes: Use supply and demand to explain various economic phenomena and
principles.
1. Explain the economic meaning of price, elasticity, and production costs. Describe the
cause and effect of changes in all of these variables.
2. Draw and analyse cost and revenue curves that maximize profit.

3. Discuss differences and critically analyse the pros and cons of different market structures,
including competitive, monopolistic and oligopolistic markets.
4. Pricing strategies to achieve and applicability in the market conditions

5. Knowledge about macroeconomics conditions and learn to applicable in the present

context.

UNIT-I:
Introduction to Managerial Economics: Nature and Scope- of managerial Economics:
Incremental reasoning, Concept of Time Perspective, Discounting Principle, Opportunity
6
Cost Principle, Equi -Marginal Concept-Theory of Firm-profit measurement-social
responsibility of business.
UNIT-II:
Demand Analysis and Forecasting: Concepts of Demand, Supply, Determinants of Demand
and Supply, Elasticities of Demand and Supply- Methods of demand forecasting for
established and new products-.

UNIT-III:
Cost and Production Analysis: Cost: Concept and types, Cost-Output Relationships, Cost
Estimation, Reduction and Control- Economies and Diseconomies of Scale- Law of Variable
Proportions- Returns to Scale- Isoquants-Cobb-Douglas and CES Production functions.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

UNIT-IV:
Theory of Pricing: Price determination under Perfect Competition, Monopoly, Oligopoly and
Monopolistic Competitions- Methods of Pricing.Market structures: Perfect and Imperfect
Market Structurer. Price discrimination-degrees of price discrimination.

UNIT-V:
Macro Economics and Business: Concept, Nature and Measurement of National Income- -
Fiscal and Monetary Policies.Inflation and Deflation: Inflation - Meaning and Kinds,
Types, Causes and measurement of inflation Measures to Control Inflation, Deflation- -
Philips curve- Stagflation-Theory of Employment- Business cycles: Policies to counter
Business Cycles.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. D.M.Mithani, Managerial Economics, Himalaya Publishing House
2. Hirschey-Managerial economics,12th ed-cengage
3. Gupta G.S., Managerial Economics, TMH, 1988.
4. P.L. Mehta, Managerial Economics, PHI, 2001.
5. K .KDawett, Modern Economic Theory, Sultan Chand & Sons.
6. D.N. Dwivedi, Managerial Economics, 7th Ed, Vikas Publishing.
7. H.Craig Peterson, W.CrisLewis,managerialeconomics ,Pearson, 2005.

7
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
4 0 0 4
ACCOUNTING FOR MANAGEMENT
COURSE OBJECTIVES:
The objective of this course is to acquaint the students regarding various accounting concepts
and its application in managerial decision making.

Unit – I:
Financial Accounting- concept, Importance and scope, accounting principles, accounting
cycle, journal ledger, trial balance, Preparation of final accounts with adjustments.
Unit – II:
Analysis and interpretation of financial statements – meaning, importance and techniques,
ratio analysis, Fund flow analysis, cash flow analysis (AS - 3).
Unit – III:
Cost accounting–meaning, importance, methods, techniques; classification of costs and cost
sheet; Inventory valuation methods- LIFO, FIFO, HIFO and weighted average method
Unit – IV:
Management accounting – concept, need, importance and scope; budgetary control-meaning,
need, objectives, essentials of budgeting, different types of budgets and their preparation.
Unit-V:
Standard costing and variance analysis (materials, labour)-Marginal costing and its
application in managerial decision making

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. MAHESWARI AND MAHESWARI" Financial Accounting", Vikas Publishing
8
House, New Delhi, 2013.
2. Pandey, I.M. Management Accounting, Vikas Publishing House, New Delhi.
3. Horngen, Sundem & Stratton, Introduction to Management Accounting, Pearson
Education, New Delhi.
4. Hansen & Mowen, Cost Management, Thomson Learning.
5. Mittal, S.N. Management Accounting and Financial management, Shree Mahavir
Book Depot, New Delhi.
6. Jain S.P. and Narang K.L. Advanced Cost Accounting, Kalyani Publishers Ludhiana.
7. Khan M.Y. and Jain, P.K. Management Accounting, TMH, N. Delhi.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
4 0 0 4

QUANTITATIVE ANALYSIS FOR BUSINESS DECISIONS

Course Objectives:
1: To develop a deeper understanding of meaning and importance of quantitative
technique and its applications in managerial decisions.
2: Statistical tools like measures of central tendency & measures of variations and apply
these tools to real life situations.
3: Students have more knowledge about the decision making concept, process of decision
making and different environments like risk, uncertainty and certainty.
4: To have knowledge about Sampling and Sampling Distributions-Estimation-Point and
Interval Estimates, Concepts of Testing Hypothesis.
5: Students would able to understand the concept of ANOVA, Chi-square Test of
Independence and Goodness of fitness.
Course Outcomes:
At the end of the course students will be able to:
1 Basic importance and applications of quantitative techniques.
2 Study the various measures and applicability of probabilityrelated to
thestatistics.
3 Justify the several decisions in decision theory.
4 Use and understand the different sampling distribution techniques.
5 Test the hypothesis for choosing best conclusion and inference.

UNIT-I:
Quantitative Techniques: Introduction - Meaning and Definition – Classification of
QT -QT and other disciplines – Application of QT in business 9– Limitations.
UNIT -II:
Measure of Central Tendency and Dispersions- Arithmetic Mean; Geometric Mean;
Harmonic Mean; Median:Mode, Standard Deviation. Simple correlation- Karl Pearson’s
Coefficient of correlation, Rank correlation. Simple Regression Analysis – Concept of
Probability-Probability Rules-Joint and Marginal probability-Baye’s Theorem-Probability
Distributions - Binominal, Poisson, Normal & Exponential Probability Distributions.
UNIT- III:
Introduction of Decision Theory: Steps involved in decision making, different
environments in which decisions are made, Criteria for decision making, Decision
making under uncertainty, Decision making under conditions of Risk-Utility as a
decision criterion, Decision trees, Graphic displays of the decision-making process,
Decision making with an active opponent.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

UNIT- IV:
Concept of Estimation and Sampling: Inferential Analysis-Point Estimates and
Interval Estimates of Averages and Proportions of small and large samples. Sampling
–Meaning, Steps in Sampling Process-Sample Size- Probability and non- probability
sampling techniques, Errors in sampling.Tests of significance- Types- Hypothesis-
Types- Hypothesis testing and Confidence Intervals. Parametric Tests for means,
Proportions, Variance and Paired Observations.

UNIT- V:
Analysis of Variance (ANOVA): One-way and Two Way ANOVA, Non Parametric
tests- Chi–Square- Test of Independence, Test of Goodness of Fit.
Relevant cases have to be in each unit and in examination case is compulsory for
every unit.

References:
1 N.D. Vohra “Quantitative Techniques in Management”, Tata-
McGraw Hill PrivateLimited, New Delhi, 2011.
2 Gupta S.P “Statistical Methods’’, S. Chand and Sons, New Delhi.
3 Anand Sharma “Quantitative Techniques for Business decision
Making HimalayaPublishers, New Delhi, 2012.
4 D.P. Apte “Operation Research and Quantitative Techniques”,
Excel Publications, NewDelhi, 2013.
5 Hamdy, A. Taha “Operation Research. An Introduction”, Prentice-
Hall of India, NewDelhi, 2003.
6 Anderson “Quantitative Methods for Business”, Cengage Learning,
New Delhi, 2013.

10
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
4 0 0 4
ENTREPRENEURSHIP DEVELOPMENT
UNIT -I
Introduction: Definition of Entrepreneur, Entrepreneurial motivation and barriers; Internal
and external factorsEconomic Barriers to Entrepreneurship –Non-Economic Barriers to
Entrepreneurship- Theories of entrepreneurship; Classification of Entrepreneurship-
Entrepreneurship in Developing Economy – Entrepreneurial Values and Attitudes
UNIT- II
Problems & Support: Incubation and Take-off, Problems encountered Structural, Financial
and Managerial Problems, Types of Uncertainty. -Institutional support for new ventures:
Supporting organizations; Incentives and facilities; Financial Institutions and Small-scale
Industries, Govt. Policies for SSIs. -Role of SIDBI in Project Management.
UNIT -III
Types of Entrepreneurs: Family and non-family entrepreneurs - Role of Professionals,
Professionalism vs. family entrepreneurs–-Sick industries, Reasons for Sickness, Remedies
for Sickness, Role of BIFR in revival, Bank Syndications.
Unit -IV
Project Analysis: Meaning and Definition of Project, Types & Characteristics – Project
Phases – Project Life Cycle – Project Family Tree – Feasibility Analysis and Project Report.
Unit -V
Development of Enterprise: Concept and development of Enterprise - Procedure of starting
Enterprise – Vital Decision to make during start up: Project Report Preparation, Choice of
Enterprise, and Market Assessment of Enterprise.

References:
1) Couger, C-Creativity and Innovation (IPP, 1999)
2) Nina Jacob, -Creativity in Organisations (Wheeler, 1998) 11
3) Jonne&Ceserani-Innovation&Creativity(Crest) 2001.
4) BridgeSetal-Understanding Enterprise: Entrepreneurship and Small Business
(Palgrave,2003)
5) Holt-Entrepreneurship: New Venture Creation (Prentice-Hall) 1998.
6) Singh P&Bhanderkar A-Winning the Corporate Olympiad:TheRenaissancearadigm(Vikas)
7) Dollinger M J-Entrepreneurship (Prentice-Hall, 1999).
8) Tushman, M.L. & Lawrence, P.R. (1997)-Managing Strategic Innovation & Change
Oxford.
9) Jones T. (2003)-Innovating at the Edge: How Organizations Evolve and Embed
Innovation Capability.Butterwork Heinemann, U. K.
10) Amidon, D. M.(1997)-Innovation Strategy for the Knowledge
Economy:TheKanawakening. Butterwork-Heinemann, New Delhi, India.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year I Semester
4 0 0 4
BUSINESS ENVIRONMENT
OBJECTIVES:
The objective of this paper is to make the students more clear about the importance of
business organisation wants to achieve, to earn profit for its growth and development, to
provide quality goods to its customers, to protect the environment, etc.

UNIT – I: Introduction: The Concept of Business Environment - its Nature and Significance
-Components of Business Environment - Impact of environment on business and strategic
decisions.

UNIT – II: Social and Cultural Environment: Introduction - Social environment - Cultural
environment - Impact of Foreign Culture on Business - Types of Social Organization - Social
Responsibilities of Business.

UNIT – III: Economic Environment: Introduction - Economic environment of Business -

Economic systems - Macroeconomic parameters and their impact of business - Economic
policies - Five Year Plans in India.

UNIT – IV: Political and Legal Environment: Introduction -Political environment -

Relationship between Government and Business in India - Role of Government in Business -
Constitutional provisions regarding regulation of business in India. Legal Environment -
Implementations of Business - Corporate Governance.
Relevant cases have to be discussed in each unit and in examination

UNIT – V: Technological and Natural Environment: Features of Technological Environment

12
-Factors and Impact of Technological Environment - Technological Environment in India -
Elements of Natural Environment - Environmental Pollution.case is compulsory from any
unit.
References:
1. Shaikh Saleem: “Business Environment”, Pearsons, New Delhi,
2. Veena Keshav Pailwar: “Economic Environment of Business”, PHI Learning, New Delhi,
2012
3. Rosy Joshi, Sangam Kapoor: “Business Environment”, Kalyani Publishers, New Delhi,
2011.
4. Aswathappa K: “Essentials of Business Environment”, Himalaya Publishing House, New
Delhi, 2011.
5. Vivek Mittal: “Business Environment Text and Cases”, Excel Books New Delhi, 2011.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

6. Sundaram and Black: “International Business Environment Text and Cases”, PHI Private
Limited, New Delhi.
7. Avid W Conklin: “Cases in Environment of Business”, Sage Publication India Private Ltd,
New Delhi. 8. Raj Kumar: “International Business Environment”, Excel Publication, New
Delhi, 2012.

9. Palle Krishna Rao: “WTO-Text and Cases”, Excel Publication, New Delhi.
10. Government of India, Latest Economic Survey Report.

13
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
3 0 0 3
INFORMATION TECHNOLOGY FOR BUSINESS
Course Objectives:
 To understand business processes and information technology in business.
 To manage and understand IT in business organizations.
 To build and develop technology trends.
 To understand the challenges on using Technology for business
 To learn ethical issues in information technology
At the end of this course students will be able to:
1: Clear understanding of Information Technology in business scenarios.
2: Importance of Technology in business processes.
3: Significance of intelligent systems in business.
4: Usage of various digital platforms across the business.
5: exploring e-commerce and ERP scenario.

UNIT-I
Business and Information Technology - Business in the Information Age, Information
system, CBIS, Trends in IT Evolution and types of Information Systems, Managing IT in
organization.
UNIT-II
Information Technology Infrastructure - Computer Hardware, Software, Managing and
Organization of Data and Information - Telecommunication and Networks. The Internet and
Intranet (I.O.T).
UNIT-III
Information Technology for Competitive advantage - Inter Organizational Information
Systems, Global Information Systems, Electronic Data Interchange (EDI) and Electronic
Funds Transfer (EFT). Enterprise Resource Planning, Data Knowledge, and Decision
Support. 14

UNIT-IV
Intelligent Systems in Business - Artificial intelligence and Intelligent Systems - Expert
Systems, Intelligent Agents, Virtual Reality, Ethical and global issues of Intelligent systems.
UNIT-V
Electronic Commerce - Foundation, Business to Consumer Applications, Business to
Business Applications, Consumer Market Research and other Support, Legal and Ethical
issues in E-commerce Strategy, Information Systems, Strategic Advantage, Porter's
Competitive Forces model on IT, Business Process Re-engineering, Virtual Corporations, E-
Learning, CBI, Information Systems Development Life Cycle (SDLC), Building Internet and
Intranet Applications.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Text Books:
1. Turban Rainer and Potter: Introduction to Information Technology, John & Wiley Sons.
2. James O'Brien: Introduction to Information Systems, McGraw Hill Book Company.

15
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
3 0 0 3
RURAL DEVELOPMENT
Course Objectives:
1. To facilitate the students to understand the basic nature of rural society in India
2. To appraise students about the Rural Local Administration
3. To provide insights on rural demography and rural economy in India
4. To provide insights on various processes and challenges of agriculture in India
5. To make students aware of the rural market structure in India
Outcomes of the course:
1. Describe the key aspects of rural society in India
2. Describe the rural local administration
3. Analyse the dynamics of local rural population and local rural economy
4. Explain the processes and challenges of agriculture in India
5. Summarise the components and implications of land tenure systems and land
reforms in India.

Unit-I
Rural Development: Concept, Importance, Nature and scope, Characteristics of
rural economy, human capital of development- Distinction between development
and growth, Indicators of rural development, problems & issues in rural
development.
Unit – II
Rural Management: Nature, Scope and challenges in marketing operations, human
and financial resources in rural areas. Entrepreneurship opportunities in rural
areas, Agricultural production, productivity and backwardness, Social and
16
Economic structure of rural India and its economic development.
Unit – III
Rural Community Development: M.D.G -Concept of community, Function of
Community,PURA model, Community profile: Process and tools. Community
development: Characteristics, Principles andscope, Panchayat Raj and community
development in India.; Zilla Parishad - structure, powers,function, working and
problems in Rural Administration.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Unit – IV
Sustainable Development: Biodiversity and its conservation, Environmental
pollution, air, water and soil pollution., Rainwater harvesting Watershed
management. Social security schemes in India-DDP-CRSP-NHRDP-DWACRA-
DRDA-Health care programmes.
Unit-V
Concept and Scope of Rural Market, Characteristics of rural markets,
Environmental factors: Micro and Macro marketing environment, Marketing
planning process, Introduction to services marketing. Fundamentals of Rural
Demography and Economics: Rural population –process of development-GATT-
WTO-SEZ-CSR-NAIS.
Reference:
1.Satya Sundram, I. “Rural Development” Himalaya Publishing House, New
Delhi.

2.K. Venkatareddy-Aricultural and rural Development-Himalaya publishing house

17
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
3 0 0 3
INTELLECTUAL PROPERTY RIGHTS& PATENTS
Course Objective:
1. The main objective of the IPR is to make the students aware of their rights for the
protection of their invention done in their project work.
2. To get registration in our country and foreign countries of their invention, designs and
thesis or theory written by the students during their project work and for this they must have
knowledge of patents, copy right, trademarks, designs and information Technology Act.
3. Further the teacher will have to demonstrate with products and ask the student to identify
the different types of IPR’s.
Course outcomes:
 The students once they complete their academic projects, they get awareness of
acquiring the patent
 They also learn to have copyright for their innovative works.
 They also get the knowledge of plagiarism in their innovations which can be
questioned legally.

Unit-I
INTRODUCTION TO IPR: Meaning of property, Origin, Nature, Meaning of Intellectual
Property Rights –Kinds of Intellectual property rights—Copy Right, Patent, Trademark,
Trade Secret and trade dress, Design, Layout Design, Geographical Indication, Plant
Varieties and Traditional Knowledge.
Unit-II
18
PATENT RIGHTS AND COPY RIGHTS— Origin, Meaning of Patent, Types, Inventions
which are not patentable, Registration Procedure, Rights and Duties of Patentee, Assignment
and license, Restoration of lapsed Patents, Surrender and Revocation of Patents,
Infringement, Remedies & Penalties. COPY RIGHT—Origin, Definition &Types of Copy
Right, Registration procedure, Assignment & license, Terms of Copy Right, Piracy,
Infringement, Remedies, Copy rights with special reference to software.
Unit-III
TRADEMARKS— Origin, Meaning & Nature of Trademarks, Types, Registration of Trade
Marks, Infringement & Remedies, Offences relating to Trade Marks, Passing Off, Penalties.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Unit-IV
DESIGN- Meaning, Definition, Object, Registration of Design, Cancellation of Registration,
International convention on design, functions of Design. Semiconductor Integrated circuits
and layout design Act-2000.
Unit-V
BASIC TENENTS OF INFORMATION TECHNOLOGY ACT-2000 – IT Act - Introduction
E-Commerce and legal provisions E- Governance and legal provisions Digital signature and
Electronic Signature. Cybercrimes
TEXTBOOKS:
1. Intellectual Property Rights and the Law, Gogia Law Agency, by Dr. G.B. Reddy
2. Law relating to Intellectual Property, Universal Law Publishing Co, by Dr.B.L.Wadehra
3. IPR by P. Narayanan
4. Law of Intellectual Property, Asian Law House, Dr.S.R. Myneni

19
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
3 0 0 3
MOOCs : SWAYAM/NPTEL- Related to Management Courses other
than listed courses in the syllabus
NOTE: Students opting for SWAYAM should register for 12 weeks course and need to
produce the Pass certificate with minimum 40% (Percentage) for receiving the
Academic Credits. The actual percentage mentioned on the certificate will be
transferred to the marks memo.

20
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
0 0 4 2
PACE UP
(Personality Assessment Centre, Enhancement and Upgradation Processes)
Course Objectives:
Business Etiquettes and Professionalism has been designed to meet the following objectives:
a) To learn the principles of business etiquettes and professional behaviour
b) To understand the etiquettes for making business correspondence effective
c) To be able to present yourself confidently at various business situations
d) Develop awareness of dining and multicultural etiquettes

Learning Outcome:
After completion of course students will be able to:
a) Demonstrate an understanding of professionalism in terms of workplace behaviours and
workplace relationships.
b) Adopt attitudes and behaviours consistent with standard workplace expectations.
c) Presenting oneself with finesse and making others comfortable in a business setting.
d) Developing basic life skills or etiquettes in order to succeed in corporate culture.
Unit: I
Business Etiquettes- An Overview: Significance of Business Etiquettes in 21st Century
Professional Advantage; Need and Importance of Professionalism
Workplace Etiquette: Etiquette for Personal Contact- Personal Appearance, Gestures,
Postures, Facial Expressions, Eye-contact, Space distancing
E-Mail Etiquette: Significance of Netiquette, E-mail: Way of professional communication,
Basic Email Etiquettes: Proper Grammar, Spelling, Punctuation, Styling and Formatting,
Body of Email, Response, Privacy
Unit – II 21

Telephone Etiquettes: Telephone Communication Techniques -Placing Telephone calls,

Answering Calls, Transferring Calls, Putting Calls on Hold, Taking Messages, Handling
Rude Callers, Tactful Responses, Leaving Professional Messages; Developing Cell Phone
Etiquettes; Voicemail Etiquette; Telephonic Courtesies
Dining Etiquette: Basics of Dining Etiquettes; Basic essentials of dining table etiquettes -
Napkin Etiquette, Seating arrangements, laying the table, how to use Cutlery, Posture
&Behaviour, Do's and Don’ts; International Dining Etiquettes.
Multi-Cultural Challenges: Cultural Differences and their Effects on Business Etiquette
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Unit – III
Communication Skills: Understanding Human Communication, Constitutive Processes of
Communication, Language as a tool of communication, Barriers to Effective communication,
Strategies to Overcome the Barriers.
Emotional intelligence: Importance, concept, theory and measurements.
Stress Management: Strategies for preventing and relieving stress.
Time management: Meaning; Techniques and styles.

Unit – IV
Interview Skills: Interview Skills: in-depth perspectives, Interviewer and Interviewee,
Before, During and After the Interview, Tips for Success.
Meeting Etiquette: Managing a Meeting-Meeting agenda, Minute taking; Duties of the
chairperson and secretary; Effective Meeting Strategies - Preparing for the meeting,
Conducting the meeting, Evaluating the meeting
Presentation Etiquettes: Importance of Preparation and Practice; Effective Delivery
Techniques, Audience Analysis, Handling Stage Fright.

Unit- V
Teamwork and Leadership Skills: Concept of Teams; Building effective teams; Concept of
Leadership and honing Leadership skills.
Personality: Meaning & Definition, Determinants of Personality, Personality Traits,
Personality and Organisational Behaviour
Motivation: Nature & Importance, Herzberg’s Two Factor theory, Maslow’s Need Hierarchy
theory, Alderfer’s ERG theory
Decision-Making and Problem-Solving Skills: Meaning, Types 22 and Models, Group and
Ethical Decision-Making, Problems and Dilemmas in application of these skills.
Conflict Management: Conflict - Definition, Nature, Types and Causes; Methods of
Conflict Resolution.
Human Resource Management: Introduction to HRM, Selection, Orientation, Training&
Development, Performance Appraisal, Incentives
Case Study Analysis
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Suggested Readings:
• Barbara Pachter, Marjorie Brody. Complete Business Etiquette Handbook. Prentice Hall,
2015.
• Dhanavel, S.P. English and Soft Skills. Hyderabad: Orient BlackSwan, 2021.
• Koneru, Aruna. Professional Communication. Delhi: McGraw, 2008.
• Mahanand, Anand. English for Academic and Professional Skills. Delhi: McGraw, 2013.
Print.
• Nancy Mitchell. Etiquette Rules: A Field Guide to Modern Manners. Wellfleet Press, 2015.
• Rani, D Sudha, TVS Reddy, D Ravi, and AS Jyotsna. A Workbook on English Grammar
and Composition. Delhi: McGraw, 2016.
• Raghu Palat, Indian Business Etiquette, Jaico Books, 2015.
• Rizvi, M. Ashraf. Effective Technical Communication. Delhi: McGraw, 2018.
• Pease, Allan and Barbara Pease. The Definitive Book of Body Language. New Delhi:
Manjul Publishing House, 2005.
• Tengse, Ajay R. Soft Skills: A Textbook for undergraduates, Orient BlackSwan, 2015

23
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
0 0 4 2
TALLY LAB
Objective:
To Understand the students’ basics of the Computers Knowledge with Financial Software
Knowledge

Unit- I
FUNDAMENTALS OF TALLY.ERP: tally origin - Company features -Configuration -
Getting functions with Tally.ERP9 - Creation / setting up of Company - Chart of Groups -
Groups -Multiple Groups - Ledgers -Multiple Ledgers
Unit -II
INVENTORY MASTERS IN TALLY.ERP9 - Stock Groups - Multiple Stock Groups -
Stock Categories - Multiple Stock Categories - Units of Measure- Stock Items- vouchers
entries - Types of Vouchers - Chart of Vouchers - Accounting Vouchers - Inventory
Vouchers - Invoicing

Unit -III
ADVANCE ACCOUNTING & INVENTORY TALLY.ERP9 - Bill-wise details - Cost
centers and Cost Categories - Multiple currencies - Interest calculations - Budget and
controls - Scenario management - Bank Reconciliation - Order Processing - Recorder Levels
- Batch-wise details - Bill of Materials - Price Lists - Zero-Valued Entries - Additional cost
details - POS
Unit – IV
TAXES IN TALLY.ERP9 - TDS - TDS Reports - TDS Online Payment - TDS Returns
filing - TDS Certificate issuing - 26AS Reconciliation - TCS - TCS Reports - GST - GST
Returns  EPF - ESIC - Professional Tax

Unit V 24
GENERATING REPORTS IN TALLY.ERP9 - Financial Statements - Trading Account
- Profit & Loss Account - Balance Sheet - Accounts Books and Reports - Inventory Books
and Reports - Exception Reports - Statutory Reports - Payroll Reports - Trail balance -
Day Book  -List of Accounts - Stock Summary - Outstanding Statement
Reference Books:
1. TallyPrime Book (2023) by Sanjay SatpathySWAYAM EDUCATION
MandalBagicha, Hemkapada, Sunhat, Balasore,Odisha-756003 (INDIA)
2. Tally power of simplicity (2011) by ArunaPrakashanHindvi Computer, Latur
3. Financial Accounting and Analysis - Discovery Publishing House Pvt. Ltd., New
Delhi
4. Management and Cost accounting - - Discovery Publishing House Pvt. Ltd., New
Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year I Semester L T P C
0 0 4 2
ENTREPRENEUR PROJECT -1

25
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year II Semester 4 0 0 4
FINANCIAL MANAGEMENT
UNIT -I
Financial Management: Concept - Nature and Scope - Evolution of financial Management
- The new role in the contemporary scenario – Goals and objectives of financial
Management - Firm’s mission and objectives - Profit Maximization Vs. Wealth
maximization – Maximization Vs Satisfying - Major decisions of financial manager.
UNIT -II
Financing Decision: Sources of finance - Concept and financial effects of leverage – EBIT –
EPS analysis. Cost of Capital: Weighted Average Cost of Capital– Theories of Capital
Structure.
UNIT-III
Investment Decision: Concept and Techniques of Time Value of Money – Nature and
Significance of Investment Decision – Estimation of Cash flows – Capital Budgeting Process
– Techniques of Investment Appraisal – Discounting and Non Discounting Methods.
UNIT-IV
Dividend Decision: Meaning and Significance – Major forms of dividends – Theories of
Dividends – Determinants of Dividend – Dividends Policy and Dividend valuation – Bonus
Shares –Stock Splits – Dividend policies of Indian Corporate.
UNIT-V
Liquidity Decision: Meaning - Classification and Significance of Working Capital –
Components of Working Capital – Factors determining the Working Capital – Estimating
Working Capital requirement – Cash Management Models – Accounts Receivables –Credit
Policies – Inventory Management. 26

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

References:
1. I.M. Pandey: “Financial Management”, Vikas Publishers, New Delhi, 2013.
2. Khan and Jain: Financial Management, Tata McGraw Hill, New Delhi,
3. Prasanna Chandra: “Financial Management Theory and Practice”, Tata
McGrawHill 2011.
4. P.Vijaya Kumar, M.Madana Mohan, G. Syamala Rao: “Financial Management”,
Himalaya Publishing House, New Delhi, 2013.
5. Brigham,E.F: “Financial Management Theory and Practice”, Cengae Learning,
New Delhi, 2013
6. RM Srivastava, Financial Management, Himalaya Publishing house, 4 th edition.

27
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year II Semester L T P C
4 0 0 4
HUMAN RESOURCE MANAGEMENT
Course Objectives:
1: To acquaint students with a broad perspective on themes and issues of
Human Resource Management.
2:To familiarize the student with Investment perspectives of HRM.

3:To familiarize students with the concepts of career development, counseling and gain
knowledge about current compensation trends.
4: To gain knowledge about Wage determinants and welfare measures.
5: To familiarize the students with industrial relations concepts , disputes and grievance
mechanism , safety in the work places.

Course Outcomes:
At the end of the Course, Student will be able to:
1 : Cite evolution and emerging trends of HRM.
2 : Critically analyze Investment and HRD concepts.
3 : List different appraisal and Compensation system.
4 : Evaluate incentive payment system and welfare measures given to employees.
5: Interpret industrial relations in organization.

UNIT -I
HRM: Concept, Nature, Scope- and Functions – evolution of HRM- Principles -
Ethical Aspects of HRM- HR policies, Strategies to increase firm performance -
Role and position of HR department – Strategic HR in changing environment –
Emerging trends in HRM. 28

UNIT -II
Investment perspectives of HRM: HR Planning – Demand and Supply forecasting –
Job Analysis-Job Design-Job Evaluation. Recruitment and Selection- Sources of
recruitment – e-recruitment. Steps in Selection Procedures- Tests and Interview
Techniques - Induction- Training and Development – Need and Importance-Methods
and of Training. Concept of HRD.

UNIT -III
Performance Appraisal: Importance – Methods – Traditional and Modern methods –
Latest trends in performance appraisal - Career Development and Counseling-
Compensation - Concepts and Principles- Influencing Factors- Current Trends in
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Compensation- Methods of Payments in detail - Incentives rewards compensation

mechanisms.

UNIT -IV
Wage and Salary Administration: Concept- Wage Structure- Wage and Salary
Policies- Legal Frame Work- Determinants of Payment of Wages- Wage
Differentials - Incentive Payment Systems. Welfare management: Nature and
concepts – statutory and non-statutory welfare measures.

UNIT-V
Managing Industrial Relations: Nature- Importance -Trade Unions - Employee
Participation Schemes-Collective Bargaining – Grievances and disputes resolution
mechanisms – Managing employee safety and health. Relevant cases have to be
discussed in each unit and in examination case is compulsory from any unit.

References:
1. K Aswathappa: “Human Resource and Personnel Management”, Tata McGraw Hill,
New Delhi, 2013.
2. N. Sambasiva Rao and Dr. Nirmal Kumar: “Human Resource Management and
Industrial Relations”, Himalaya Publishing House, Mumbai.
3. Mathis, Jackson, Tripathy: “Human Resource Management: A south-Asin
Perspective”, Cengage Learning, New Delhi, 2013.
4. Subba Rao P: “Personnel and Human Resource Management-Text and Cases”,
Himalaya Publications, Mumbai, 2013.
5. Madhurima Lall, Sakina Qasim Zasidi: “Human Resource Management”, Excel
Books, New Delhi,2010.

29
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year II Semester 4 0 0 4
OPERATIONS MANAGEMENT
Objectives:
This Course is designed to make student understand the strategic significance of Operation
management, to acquaint them with application of discipline to deal with real life business
problem.
UNIT I:
Introduction to Operation Management: Nature & Scope of Operation/ Production
Management, Relationship with other functional areas, Recent trend in Operation
Management, Manufacturing & Theory of Constraint, Types of Production System, Just in
Time (JIT) & lean system.
UNIT II:
Product Design & Process Selection: Stages in Product Design process, Value Analysis,
Facility location & Layout: Types, Characteristics, Advantages and Disadvantages, Work
measurement, Job design.
UNIT III:
Forecasting & Capacity Planning: Methods of Forecasting, Overview of Operation Planning,
Aggregate Production Planning, Production strategies, Capacity Requirement Planning,
MRP, Scheduling, Supply Chain Management, Purchase Management, Inventory
Management.
Unit- IV:
Productivity: Factors, Affecting Productivity – Job Design – Process Flow Charts – Methods
Study – Work Measurement – Engineering and Behavioral Approaches.
UNIT V:
Quality Management: Quality- Definition, Dimension, Cost of Quality, Quality Circles-
Continuous improvement (Kaizen), ISO (9000&14000 Series), Statistical Quality Control:
Variable & Attribute, Process Control, Control Charts -Acceptance
30 Sampling Operating
Characteristic Curve (AQL , LTPD, Alpha & Beta risk ), Total Quality Management (TQM).
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Krajewski & Ritzman (2004). Operation Management -Strategy and Analysis. Prentice
Hall of India.
2. Panner Selvem, Production and Operation Management, Prentice Hall of India.
3. Chunnawals, Production & Operation Management Himalaya, Mumbai
4. Charry, S.N (2005). Production and Operation Management- Concepts, Methods
Strategy. John Willy & Sons Asia Pvt Limited.
5. K Aswathappa & Sridhar Bhatt, Production & Operations Management, Himalaya,
Mumbai.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year II Semester
4 0 0 4
MARKETING MANAGEMENT
Objectives:
The Course is designed for the students to understand the Marketing concepts and to
identify, enrich and fulfill the needs of customers and markets.

UNIT -I
Introduction to Marketing: Needs - Wants – Demands - Products - Exchange -
Transactions - Concept of Market and Marketing and Marketing Mix - Production Concept-
Product Concept - Sales and Marketing Concept - Societal Marketing Concept - Green
Marketing concept - Indian Marketing Environment.

UNIT -II
Market Segmentation, Targeting and Positioning: Identification of Market Segments -
Consumer and Institutional/corporate Clientele - Segmenting Consumer Markets -
Segmentation Basis – Evaluation and Selection of Target Markets – Positioning significance -
Developing and Communicating a Positioning Strategy.

UNIT -III
Product and Pricing Aspects: Product – Product Mix - Product Life cycle -Obsolescence-
Pricing- Objectives of Pricing - Methods of Pricing - Selecting the Final price - Adopting
price - Initiating the price cuts - Imitating price Increases-Responding to Competitor’s price
changes.
UNIT -IV
Marketing Communication: Communication Process – Communication Mix – Integrated
Marketing Communication - Managing Advertising Sales Promotion
31 - Public relations and
Direct Marketing - Sales force – Determining the Sales Force Size - Sales force
Compensation.

UNIT V
Distribution, Marketing Organization and Control: Channels of Distribution-Intensive,
Selective and Exclusive Distribution- Organizing the Marketing Department - Marketing
Implementation - Control of Marketing Performance - Annual Plan Control - Profitability
Control - Efficiency Control - Strategic Control.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

References
1. Phillip Kotler: “Marketing Management “, Pearson Publishers, New Delhi,
2013.
2. Rajan Saxena: “Marketing Management”, Tata McGraw Hill, New Delhi, 2012.
3. V S Ramaswamy & S Namakumari, Marketing Management Global Perspective
Indian Context 4th Edition, Mac Millan Publishers 2009.
4. Tapan K Panda: “Marketing Management”, Excel Books, New Delhi, 2012
5. Paul Baines, Chris Fill, Kelly Page Adapted by Sinha K: “Marketing”, Oxford
University Press, Chennai, 2013

32
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

L T P C
I Year II Semester
4 0 0 4
RESEARCH METHODS FOR BUSINESS DECISIONS

Course Objective:
To develop understanding of the basic framework of research process.Developing the
students in Research orientation and to acquaint them with fundamental of research methods
To identify various sources of information for literature review and data collection
To understand the data analysis and presentation
To understand various statistical tools and their applicability in research.
To enable them to write a research report and thesis.
Course Outcomes:
1 Understand advanced design, methodologies and analysis in business research
methods, including key terms, classifications and systematic applications to the
research data and design of a research project
2 Apply knowledge in collecting data from various sources.
3Demonstrate knowledge in data analysis and interpretation.
4 Applying appropriate statistical techniques in the analysis of data
5 Demonstrate the abilities in preparing research reports.
UNIT- I
Introduction: Nature and Importance of Research, the role of Business Research, aims of
social research, Types of Research- Pure research vs. Applied research, Qualitative research
vs. Quantitative research, Exploratory research, Descriptive research and Experimental
research, ethical issues in business Research-Defining Research Problem, Steps in Research
process.
UNIT- II 33

Data Base: Discussion on primary data and secondary data, tools and techniques of
collecting data. Methods of collecting data. Sampling design and sampling procedures.
Random vs. Non-random sampling techniques, determination of sample size and an
appropriate sampling design. Designing of Questionnaire –Measurement and Scaling –
Nominal Scale – Ordinal Scale – Interval Scale – Ratio Scale – Guttmann Scale – Likert
Scale – Schematic Differential Scale.
UNIT- III
Survey Research and data analysis: Selection of an appropriate survey research design, the
nature of field work and Field work management. Media used to communicate with
Respondents, Personal Interviews, Telephone interviews, Self-administered Questionnaires-
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Editing – Coding – Classification of Data – Tables and Graphic Presentation –Preparation

and Presentation of Research Report.
UNIT- IV
Statistical Inference: Formulation of Hypothesis –Tests of Hypothesis - Introduction to Null
hypothesis vs. alternative hypothesis, parametric vs. non-parametric tests, procedure for
testing of hypothesis, tests of significance for small samples, application, t-test, Chi Square
test.
UNIT- V
Multivariate Analysis: Nature of multivariate analysis, classifying multivariate techniques,
analysis of dependence, analysis of interdependence. Bi-Variate analysis-tests of differences-t
test for comparing two means and z-test for comparing two proportions and ANOVA for
complex experimental designs.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References
1. C.R. Kothari: Research Methodology, methods and Techniques New Age
International Publisher.
2. Navdeep and Guptha : “Statistical Techniques & Research Methodology”, Kalyani
Publishers
3. Willam G.Zikmund, Adhkari: “Business Research Methods”, Cengage Learning,
New Delhi, 2013.
4. A.N. Sadhu, Amarjit singh, Research methodology in social sciences, 7th Edition
Himalaya Publications.
5. A Bhujanga rao , Research methodology, Excel Books, 2008.

34
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year II Semester 4 0 0 4
BUSINESS ANALYTICS
Course Objectives:
 To understand the importance, difference and practices of analytics in business.
 Understand business communication through data-driven information,
 Apply knowledge and explain natural processes by relating them to a certain
distribution of data
 To understand the data visualization tools, application and statistical methods.
 To learn the measure of variability in decision making
 Evaluate and compare descriptive and predictive analytics with use case scenarios.
Unit- I
Introduction to Data Analytics: Introduction to Data analytics - Role of Data in
Organization, Data lifecycle. (Data source, data changes, processes, usage) -Various Data
Types - Significance of Analytics- Role of Data Analyst - Difference between Data analytics
and Business Analytics – real-world data analytics examples.
Unit -II
Tools & Techniques: Typical Data Analysis Process - Data analytics techniques: Regression
analysis, Factor analysis, Cohort analysis, Cluster analysis-Time-series analysis. Data
analytics tools -Microsoft Excel, Tableau, SAS, RapidMiner, Power BI.
Unit -III Concepts of data cleaning - Data Visualization: Over view of Data visualization
– Data Visualization tools, Statistical methods for summarizing data – How to create pivotal
tables using excel - Exploring data using pivot table –Cross Tabulation _ Creating Charts: -1.
Scatter charts, 2. Line charts, 3. Bar charts and column, 4. Pie Charts and 3-D charts, 4.
Bubble charts, - Effective use of Dashboards, Power BI and Tableau.
Unit -IV Descriptive Analytics: Concept of Descriptive Analytics –Measures of central
Tendency –Measuring and calculation of Arithmetic Mean, Mode, 35 Median - Calculation of
application of Weighted Arithmetic Mean, Geometric and Harmonic mean using MS Excel-
Measures of Variability-Range, Variance, Standard Deviation, Coefficient of Variation using
MS Excel
Unit -V Predictive Analytics: Karl Pearson Correlation Techniques - Spearman’s Rank
correlation -Simple and Multiple regression -Regression by the method of least squares –
Building good regression models – Regression with categorical independent variables.
References:
1. R for Data Science: Import, Tidy, Transform, Visualize, and Model Data,Hadley
Wickham & Garrett Grolemund.O’REILLY.
2. Mohiuddin Ahmed, Al-Sakib Khan Pathan, Data Analytics: Concepts, Techniques,
and Applications, Taylor & Francis Group, 2020
3. James Evans, Business Analytics, 2e, Pearson, 2017.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

4. Camm, Cochran, Fry, Ohlmann, Anderson, Sweeney, Williams Essential of Business

Analytics, Cengage Learning, 2020.
5. Thomas Eri, Wajid Khattack & Paul Buhler: Big Data Fundamentals, Concepts,
drVers and Techniques by Prentice Hall of India, New Delhi, 2015.
6. Akil Maheswari, Big Data, Upskill ahead by Tata McGraw Hill, New Delhi, 2016.

36
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year II Semester L T P C
3 0 0 3
CROSS CULTURAL MANAGEMENT
Objective:
The objective of this course is to enhance the ability of class members to interact effectively
with people from cultures other than their own, specifically in the context of international
business. The course is aimed at significantly improving the ability of practicing managers to
be effective global managers.
Unit – I
Introduction – Concept of Culture for a Business Context; Brief wrap up of organizational
culture & its dimensions; Cultural Background of business stakeholders [managers,
employees, shareholders, suppliers, customers and others] – An Analytical framework.
Unit – II
Culture and Global Management – Global Business Scenario and Role of Culture.
Framework for Analysis; Elements & Processes of Communication across Cultures;
Communication Strategy for/ of an Indian MNC and Foreign MNC & High-Performance
Winning Teams and Cultures; Culture Implications for Team Building.
Unit – III
Cross Culture – Negotiation & Decision Making – Process of Negotiation and Needed Skills
& Knowledge Base – Overview with two illustrations from multicultural contexts [India –
Europe/ India – US settings, for instance]; International and Global Business Operations-
Strategy Formulation & Implementation; Aligning Strategy, Structure & Culture in an
organizational Context.
Unit – IV
Global Human Resources Management – Staffing and Training for Global Operations –
Expatriate – Developing a Global Management Cadre. Motivating and Leading; Developing
the values and behaviours necessary to build high-performance organization personnel
[individuals and teams included] – Retention strategies.

Unit – V 37
Corporate Culture – The Nature of Organizational Cultures Diagnosing the as is Condition;
Designing the Strategy for a Culture Change Building; Successful Implementation of Culture
Change Phase; Measurement of ongoing Improvement.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:1. Cashby Franklin, Revitalize your corporate culture: PHI, Delhi
2. Deresky Helen, International Management: Managing Across Borders and Cultures,
PHI, Delhi
3. Esenn Drlarry, Rchildress John, The Secret of a Winning Culture: PHI, Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year II Semester L T P C
3 0 0 3
PROJECT MANAGEMENT
Objective:
The objective of this course is to enable the students to gain basic knowledge about the
concept of project, project management, project life-cycle, project appraisal; to acquaint the
students about various issues of project management.
1. To know the concept and element of the project
2. To understand various stages in project life cycles.
3. The objective of this course is to enable the students to gain basic knowledge about the
concept of project.
4. Project management, project life-cycle, project appraisal.
5. Acquaint the students about various issues of project management.

Outcomes:
1. Best practice for increase profit and cost advantage
2,Enhance ability to planed implement and control the projects.
3.It’s a technical toll for managing project completion
4.To provide investment strategies the project proposals.
5,Strength and relevant behavioural and leadership capabilities
Unit -I:
Basics of Project Management –Concept– Project environment – Types of Projects – Project
life cycle – Project proposals – Monitoring project progress – Project appraisal and Project
selection – Causes of delay in Project commissioning– Remedies to avoid overruns.
Identification of Investment opportunities – Sources of new project ideas, preliminary
screening of projects – Components for project feasibility studies.
Unit- II:
Market feasibility -Market survey – Categories of Market38 survey – steps involved in
conducting market survey – Demand forecasting techniques, sales projections., business
environment for project management.

Unit- III:
Technical and Legal feasibility: Production technology, materials and inputs, plant capacity,
site selection, plant layout, Managerial Feasibility Project organization and responsibilities.
Legalities – Basic legal provisions. Development of Programme Evaluation & Review
Technique (PERT) –Construction of PERT (Project duration and valuation, slack and critical
activities, critical path interpretation) – Critical Path Method (CPM)
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Unit -IV:
Financial feasibility – Capital Expenditure – Criteria and Investment strategies – Capital
Investment Appraisal Techniques (Non DCF and DCF) – Risk analysis – Cost and financial
feasibility – Cost of project and means of financing –– Estimation of cash flows – Estimation
of Capital costs and operating costs; Revenue estimation – Income – Determinants –
Forecasting income –Operational feasibility - Breakeven point – Economics of working.
Unit- V:
Project Implementation and Review: Forms of project organization – project planning –
project control – human aspects of project management – prerequisites for successful project
implementation – project review – performance evaluation – abandonment analysis.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Prasanna Chandra, “Projects, Planning, Analysis, Selection, Financing, Implementation
and Review”, Tata McGraw Hill Company Pvt. Ltd., New Delhi 1998.
2. Gido: Effective Project Management, 2e, Thomson, 2007.
3. Singh M.K, “Project Evaluation and Management”.
4. Vasanth Desai, Project Management, 4th edition, Himalaya Publications 2018.
5. Clifford F. Gray, Erik W. Larson, “Project Management, the Managerial Emphasis”,
McGraw Hill, 2000.

39
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year II Semester
3 0 0 3
LEAN MANAGEMENT
Objective:
To understand issues and challenges in implementing and development in lean manufacturing
techniques from TPS and its contribution for improving organizational performance.
Unit- I
Introduction: Mass production system, Craft Production, Origin of Lean production system ,
Why Lean production , Lean revolution in Toyota , Systems and systems thinking , Basic
image of lean production , Customer focus , Waste Management.
UNIT- II
Just in Time: Why JIT, Basic Principles of JIT, JIT system, Kanban, Six Kanban rules,
Expanded role of conveyance, Production levelling, Three types of Pull systems, Value
stream mapping. JIDOKA, Development of Jidoka concept, Why Jidoka, Poka, Yoke
systems, Inspection systems and zone control – Types and use of Poka-Yoke systems,
Implementation of Jidoka
UNIT -III
Kaizen: Six – Sigma philosophy and Methodologies,QFD, FMEA Robust Design concepts;
SPC, QC circles standardized work in lean system, Standards in the lean system, 5S system.
UNIT -IV
Total Productive Maintenance: Why Standardized work, Elements of standardized work,
Charts to define standardized work, Kaizen and Standardized Work Common layouts.
UNIT- V
Hoshin Planning & Lean Culture: Involvement, Activities supporting involvement, Quality
circle activity, Kaizen training, Key factors of PKT success, Hoshin Planning System, Four
Phases of Hoshin Planning, Why Lean culture – How lean culture feels.
References
1. Jeffrey Liker, The Toyota Way: Fourteen Management
40 Principles from the World's
Greatest Manufacturer, McGraw Hill, 2004.
2. Debashish Sarkar, Lessons in Lean Management,
3. Dale H., Besterfield , Carol, Besterfield, etal, Total Quality Management (TQM) 5e
by Pearson 2018.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)
L T P C
I Year II Semester
3 0 0 3
DATA BASE MANAGEMENT SYSTEM
Objective:
The course is to present an introduction to database management systems, with an emphasis
on how to organize, maintain and retrieve - efficiently, and effectively - information from a
DBMS.
UNIT- I
Introduction to Database Systems: Data - Database Applications - Evolution of Database -
Need for Database Management – Data models - Database Architecture - Key Issues and
Challenges in Database Systems.
UNIT- II
ER and Relational Models: ER Models – ER to Relational Mapping –Object Relational
Mapping - Relational Model Constraints - Keys - Dependencies - Relational Algebra -
Normalization - First, Second, Third & Fourth Normal Forms - BCNF – Join Dependencies.
UNIT- III
Data Definition and Querying: Basic DDL - Introduction to SQL - Data Constraints -
Advanced SQL - Views - Triggers - Database Security – Embedded & Dynamic SQL.
UNIT- IV
Transactions and Concurrency: Introduction to Transactions - Transaction Systems - ACID
Properties - System & Media Recovery - Need for Concurrency - Locking Protocols – SQL
for Concurrency – Log Based Recovery - Two Phase Commit Protocol - Recovery with SQL-
Deadlocks & Managing Deadlocks.
UNIT- V
Advanced Topics in Databases: Indexing & Hashing Techniques - Query Processing &
Optimization - Sorting & Joins – Database Tuning - Introduction to Special Topics - Spatial
& Temporal Databases – Data Mining and Warehousing.
41
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

REFERENCES:
1. Abraham Silberschatz, Henry F. Korth, S. Sudharshan, ―Database System Concepts‖,
Sixth Edition, Tata McGraw Hill, 2010.
2. Ramez Elmasri, Shamkant B. Navathe, ―Fundamentals of Database Systems‖, Sixth
Edition, Pearson/Addison - Wesley, 2010.
3. C.J. Date, A. Kannan and S. Swamynathan, ―An Introduction to Database Systems‖,
Pearson Education, Eighth Edition, 2006.
4. Raghu Ramakrishnan, ―Database Management Systems‖, Fourth Edition, McGraw Hill,
2015.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

L T P C
I Year II Semester 0 0 4 2
R-PROGRAMMING LAB
OBJECTIVE:
After taking the course, students will be able to
 Use R for statistical programming, computation, graphics, and modeling,
 Write functions and use R in an efficient way,
 Fit some basic types of statistical models
 Use R in their own research,
 Be able to expand their knowledge of R on their own.

OUTCOMES:
At the end of this course, students will be able to:
• List motivation for learning a programming language
• Access online resources for R and import new function packages into the R workspace
• Import, review, manipulate and summarize data-sets in R
• Explore data-sets to create testable hypotheses and identify appropriate statistical tests
• Perform appropriate statistical tests using R Create and edit visualizations with

SYLLABUS:
UNIT-I:
All the theory content here below shall be executed with examples.
Introduction, how to run R, R Sessions and Functions, Basic Math, Variables, Data Types,
Vectors, Conclusion, Advanced Data Structures, Data Frames, Lists, Matrices, Arrays,
42
Classes.
UNIT-II:
All the theory content here below shall be executed with examples.
R Programming Structures, Control Statements, Loops, - Looping Over Non vector Sets, - If-
Else, Arithmetic and Boolean Operators and values, Default Values for Argument, Return
Values, Deciding Whether to explicitly call return- Returning Complex Objects, Functions
are Objective, No Pointers in R, Recursion, A Quicksort Implementation-Extended Extended
Example: A Binary Search Tree.
UNIT-III:
All the theory content here below shall be executed with examples.
Doing Math and Simulation in R, Math Function, Extended Example Calculating Probability-
Cumulative Sums and Products-Minima and Maxima- Calculus, Functions Fir Statistical
Distribution, Sorting, Linear Algebra Operation on Vectors and Matrices, Extended Example:
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

Vector cross Product- Extended Example: Finding Stationary Distribution of Markov Chains,
Set Operation, Input /output, Accessing the Keyboard and Monitor, Reading and writer Files,

UNIT-IV:

All the theory content here below shall be executed with examples.
Graphics, Creating Graphs, The Workhorse of R Base Graphics, the plot () Function –
Customizing Graphs, Saving Graphs to Files.

UNIT-V:
All the theory content here below shall be executed with examples.
Probability Distributions, Normal Distribution- Binomial Distribution- Poisson Distributions
Other Distribution, Basic Statistics, Correlation and Covariance, T-Tests, -ANOVA.

REFERENCE BOOKS:
1) The Art of R Programming, Norman Matloff, Cengage Learning
2) R for Everyone, Lander, Pearson
3) R Cookbook, PaulTeetor, Oreilly
4) R Programming By Dr.T. Murali Mohan, S.Chand Publications.
5) Garrett Grolemund, Hands on Programming with R, Oreilly

43
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year II Semester L T P C
0 0 4 2

IT LAB (SPREAD SHEETS AND SQL)

UNIT- I
Introduction to Information Technology, Classification of Software - Basics of MS Word and
Basics of MS PowerPoint.
UNIT –II
The MS Excel interface, Formatting Cells, Data Entry- Inserting, Deleting, Selecting,
Copying, Cutting, and Pasting. Methods of applying Formulas. Basic calculations.
UNIT- III
Conditional Formatting, Cell References & addressing, Conditional functions, IF functions, -
Look up functions, Sorting & Filtering Data.
UNIT- IV
Demonstrating Statistical Functions and Financial functions in excel,
Different types of Charts preparation and representation.
UNIT- V
Introduction to SQL – SQL commands, Data types, Creating Tables. SQL constraints.
Functional queries.
Reference:
1) Excel: Quick Start Guide from Beginner to Expert (Excel, Microsoft Office)-
by William Fischer
2) Peeking into computer science- Excel Lab Manual- Jalal Kawash
3) SQL Tutorial (w3schools.com)

44
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY KAKINADA
(Established by Govt. of A.P., ACT No.30 of 2008)
KAKINADA – 533 003 (A.P) INDIA
MBACOURSE STRUCTURE & SYLLABUS
(Applicable for batches admitted from 2024-25)

I Year II Semester
L T P C
0 0 4 2

ENTREPRENEUR PROJECT

45