Bagalkot University, Jamkhandi

(A State Public University of Govt. of Karanataka)

The Draft

REGULATIONS GOVERNING
MASTER OF BUSINESS ADMINISTRATION (MBA)OF
BAGALKOT UNIVERSITY, JAMKHANDI
(TWO YEAR FULL TIME MBA PROGRAMME)

Under
Choice Based Credit System (CBCS)

III and IV Semester Syllabus

Adapted from RCU Belagavi applicable from the Academic Year
2024-25

Post Graduate Department of Business Administration

 Contents
Sl. No. Particulars Page No.

1 Semester III

2 Semester IV

2
 MBA III SEMESTER

Sl. No Name of the subject Course Code Internal Semester End Total Teaching Hours Credit
Marks Exam Marks Marks Per Week
Core Management Subject Papers
Strategic Management
1 126MBA02XXXCMC10T 20 80 100 04 04
Total Quality
2 126MBA02XXXCMC11T 20 80 100 04 04
Management
Soft Core/Specialization/ Optional*
3 A student has to choose 3 papers which accumulates to 12 credits of specialization subjects*.
12
Open Elective Course (OEC)
4 Soft Skills for Employability 126MBA02XXXOEC02T 20 80 100 04 04
Total 24

Skill Development Series - III

Sl. Name of the Course Code Internal Assessment External Assessment Total Teaching Hours Credit
No subject Marks Marks Marks Per Week
1 Employability Skills 126MBA02XXXSDC03T 10 40 50 2 NA
 Soft Core/Specialisation/ Optional

FINANCE SPECIALIZATION

Sl. Name of the Subject Course Code Internal Semester End Exam Total Marks Teaching Hours Credit
Marks Marks
No.
1 Banking Management 126MBA02XXXSCC03T 20 80 100 04 04
2 Derivatives Markets 126MBA02XXXSCC04T 20 80 100 04 04
Financial Markets & Institutions
3 126MBA02XXXSCC05T 20 80 100 04 04
126MBA02XXXSCC06T
Foreign Exchange Market
4 20 80 100 04 04
Investment Analysis & Portfolio 126MBA02XXXSCC07T
5 Management 20 80 100 04 04
Direct Taxes and GST
6 126MBA02XXXSCC08T 20 80 100 04 04
 HUMAN RESOURCE SPECIALIZATION

Sl. Name of the Subject Course Code Internal Semester End Total Teaching Hours Credit
No. Marks Exam Marks Marks Per week
1 Talent Management 126MBA02XXXSCC09T 20 80 100 04 04
2 Employee Relations Management 126MBA02XXXSCC10T 20 80 100 04 04
3 Knowledge Management &HR 126MBA02XXXSCC11T 20 80 100 04 04
Analytics
4 Learning and Development 126MBA02XXXSCC12T 20 80 100 04 04
5 Competency Building & 126MBA02XXXSCC13T 20 80 100 04 04
Performance Management
6 Global Human Resource 126MBA02XXXSCC14T 20 80 100 04 04
Management
 MARKETING SPECIALISATION

Sl. Name of the Subject Course Code Internal Semester End Exam Total Marks Teaching Hours Credit
No. Marks Marks per week
International Marketing
1 Management 126MBA02XXXSCC15T 20 80 100 04 04
Retailing Management
2 126MBA02XXXSCC16T 20 80 100 04 04
126MBA02XXXSCC17T
Strategic Brand
3 Management 20 80 100 04 04
126MBA02XXXSCC18T
Services Marketing
4 20 80 100 04 04
Customer Relationship 126MBA02XXXSCC19T
5 Management 20 80 100 04 04
126MBA02XXXSCC20T
Sales Management
6 20 80 100 04 04
 MBA IV SEMESTER
Sl. No Name of the subject Course Code Internal Marks Semes ter Total Marks Teaching Hours Credit
End Exam Per Week
Mark s
Core Management Subject Papers
1 Management control system 126MBA02XXXCMC12T 20 80 100 04 04
Entrepreneurship development 126MBA02XXXCMC13T
2 and Project management 20 80 100 04 04
Soft Core/Specialisation/ Optional*
3 A student has to choose 3 papers which accumulates to 12 credits of specialisation subjects*.
12
Open Elective Course (OEC)
4 Internship Project 20 80 100 04 04
Project Work
Total 24

Skill Development Series - IV

Sl. Name of the subject Course Code Internal Assessment External Assessment Total Teaching Hours Credit
No Marks Marks Marks Per Week
1 Studies in Indian Values and 126MBA02XXXSDC04T 10 40 50 2 NA
Management
 Soft Core/Specialisation/ Optional

FINANCE SPECIALIZATION
Sl. Name of the Subject Course Code Internal Semester End Total Teaching Hours Credit

Marks Exam Marks Marks Per Week

No.
Corporate Financial Restructuring
1 126MBA02XXXSCC21T 20 80 100 04 04
Insurance Management
126MBA02XXXSCC22T
2 20 80 100 04 04
International Financial
126MBA02XXXSCC23T
3 Management 20 80 100 04 04

Management of Mutual Funds

126MBA02XXXSCC24T
4 20 80 100 04 04
Merchant Banking & Financial
5 20 80 100 04 04
Services 126MBA02XXXSCC25T
 HUMAN RESOURCE SPECIALISATION

Sl. Name of the Subject Course Code Internal Semester Total Teaching Credit

No. Marks End Exam Marks Marks Hours Per week

1 Compensation Management 126MBA02XXXSCC26T 20 80 100 04 04

2 Organisation Development 126MBA02XXXSCC27T 20 80 100 04 04

3 Employee Legislation 126MBA02XXXSCC28T 20 80 100 04 04

4 Career Planning and Development 126MBA02XXXSCC29T 20 80 100 04 04

5 Contemporary Aspects of HR 126MBA02XXXSCC30T 20 80 100 04 04

 MARKETING SPECIALIZATION

Sl. Internal Semester End Total Teaching Hours

Course Code
Name of the Subject Credit
Marks Exam Marks Marks Per Week
No.
Business to Business Marketing
1 126MBA02XXXSCC31T 20 80 100 04 04
2 E-Marketing 126MBA02XXXSCC32T 20 80 100 04 04
3 Rural Marketing 126MBA02XXXSCC33T 20 80 100 04 04
Advertisement Management
4 126MBA02XXXSCC34T 20 80 100 04 04
Supply Chain Management
5 126MBA02XXXSCC35T 20 80 100 04 04
Detailed Syllabus

11
Third Semester

12
 MBA III Semester
Sl. No Name of the subject Course Code Internal Semester End Total Teaching Hours Credit
Marks Exam Marks Marks Per Week
Core Management Subject Papers
Strategic Management
1 126MBA02XXXCMC10T 20 80 100 04 04
Total Quality
2 126MBA02XXXCMC11T 20 80 100 04 04
Management
Soft Core/Specialisation/ Optional*
3 A student has to choose 3 papers which accumulates to 12 credits of specialisation subjects*.
12
Open Elective Course (OEC)
4 Soft Skills for Employability 126MBA02XXXOEC02T 20 80 100 04 04
Total 24

Skill Development Series - III

Sl. No Name of the subject Course Code Internal External Total Teaching Credit
Assessment Marks Assessment Marks Marks Hours Per
Week
1 Employability Skills 126MBA02XXXSDC03T 10 40 50 2 NA
 MBA III SEMESTER

Core Management Subject Papers

Strategic Management

Subject Code: 126MBA02XXXCMC10T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

Course Objective:

1. The objective of this course is to enable students to examine strategic management process
and provide in depth understanding of external and internal factors for strategic formulation
and choice.

Course Outcomes:
1. On successful completion of this course students shall be able to apply the knowledge gained
in analyzing the competitive situation and strategic dilemma in dealing with dynamic global
business environment.

Module 1 10 Hours

Introduction to Strategic Management

Definition, Meaning and scope, Nature and Reading Material Pedagogy
significance, Strategy (Tactics, Strategy v/s Strategic Management – Discussion
Programmes. Procedure & Rules). Levels of an Integrated Approach – Case Study
strategy. Mintzberg’s 5Ps for strategy (Plan, Indian Edition – Cengage Quiz
Pattern, Ploy, Position & Perspective) The basic Learning – Charles Hill
model of Strategic Management Process. & Gareth Jones
Strategic decision making (Mintzberg’s Modes of
strategic decision making – Entrepreneurial mode, Concepts in Strategic
adaptive mode, planning mode, logical Management & Business
instrumentalism) Strategic fit. Policy – 12e – Pearson –
Strategy formulation – strategic intent, vision, core Thomas Wheelen & J.
values & purpose, mission, business definition, David Hunger
objectives and goals, policies.

14
Module 2 14 Hours
Strategic Analysis
Environmental Analysis – Defining an Industry Strategic Management – Presentation
(Industry & Sector, Industry & Market Segments, an Integrated Approach – Discussion
changing Industry boundaries). Porter’s Five Indian Edition – Cengage
Forces Model. Learning – Charles Hill
Industry Life Cycle Analysis. PESTEL & Gareth Jones
framework.
Internal Analysis – Types of resources, Critical Concepts in Strategic
success factor (CSF), Porter’s value chain Management & Business
framework, VRIO framework, SWOT analysis, Policy – 12e – Pearson –
Benchmarking. Thomas Wheelen & J.
Business Portfolio Analysis –BCG vs GE, GE nine David Hunger
Cell Matrix, Concept of synergy (Leveraging core
competencies)
Module 3 12 Hours
Business Strategies
Generic Competitive Strategies – Low cost, Strategic Management – Assignment
Differentiation, Focused Strategies. an Integrated Approach – Minor Report
Strategic alternatives - Strategic alliances, Indian Edition – Cengage Case Study
Collaborative partnerships, Mergers and Learning – Charles Hill
acquisition, Joint Ventures, Outsourcing & Gareth Jones
Grand Strategies – Stability, Growth, Retrenchment
and combination Strategy Concepts in Strategic
Long term Objectives - Qualities of Long term Management & Business
objectives. Concentrated growth, Market Policy – 12e – Pearson –
development & Product development. Innovation, Thomas Wheelen & J.
Integration (Horizontal & vertical), Diversification David Hunger
(Concentric & Conglomerate), Restructuring and
turnaround.
Module 4 10 Hours
Implementation and Evaluation of Strategy

Mckinsey’s 7S framework. (Outsourcing, towards Strategic Management – Discussion

boundary less structures, learning organizations) an Integrated Approach – Presentation
Organization culture for implementing strategy- Indian Edition – Cengage Guest Lecture
shaping organization culture, role of a leader in Learning – Charles Hill
organizational culture, Manage strategy – culture & Gareth Jones
relationship, Challenges in strategy
implementation
Performance standards, establishing strategic Concepts in Strategic
controls, Strategic control Process, Management & Business
Policy – 12e – Pearson –
Thomas Wheelen & J.
David Hunger

15
Module 5 10 Hours

Strategies for 21st Century

Blue Ocean Strategy –Meaning, Red ocean v/s Blue Ocean Strategy – Discussion
blue ocean, Introduction to six principles of Blue Harvard Business Case Study
ocean strategy, Four actions Framework (Reduce, Review – W. Chan Kim
Eliminate, Create, & Raise) & Renee Mauborgne
Co-Creation – Meaning, changing the role of the
customer, consumer- company interaction Future of competition –
Traditional frame of reference for value creation Co-creating Unique
v/s The new frame of reference for value creation. Value with Customers –
Introduction to building blocks of co-creation HBS Press – C.K.
experience (D-dialogue, A- access, R- risk Prahalad & Venkat
assessment, & T- transparency). Ramaswamy.
The Fortune at The Bottom of the Pyramid- An
Introduction – Who & What is Bottom of the The Fortune at the
Pyramid, Bottom of the Pyramid as Business Bottom of the Pyramid –
Opportunity, Developing Products & Services for 2014 – Pearson - C.K.
BoP, Twelve Principles of Innovation for BoP Pralhad

Activities
1. Presentation on legendary CEO’s (Jack Welch, Akio Morita, S.R. Rao,
Ratan Tata, Kumarmangalam Birla, Sunil Bharati Mittal, Laxmi Niwas
Mittal, Sachin Bansal etc)
2. Identify a firm of your choice and assess the role of leadership in
influencing the success of the firm.

Recommended Reading
1. Strategic Management – an Integrated Approach – Indian Edition –
Cengage Learning – Charles Hill & Gareth Jones
2. Concepts in Strategic Management & Business Policy – 12e – Pearson –
Thomas Wheelen & J. David Hunger
3. Blue Ocean Strategy – Harvard Business Review – W. Chan Kim &
Renee Mauborgne
4. Future of competition –Co-creating Unique Value with Customers – HBS
Press – C.K. Prahalad & Venkat Ramaswamy.
5. The Fortune at the Bottom of the Pyramid – 2014 – Pearson - C.K. Pralhad
6. Stratigic management –Robinson
7. Stratigic Managaement- Prasannachandra

16
 8. Strategy: Theory and Practice, Stewart Clegg, Chris Carter, Martin Kornberger and
Jochen Schweitzer, SAGE publications.

Suggested Reading:
1. Strategic Management – biztantra – John Parnell
2. Strategic Management – South Western Cengage Learning – Robert A.
Pitts David Lei
3. Strategic Management – 6e – Robert M. Grant
4. Strategic Management – Thomson – Hitt, Ireland & Hoskisson
5. Strategic Management (formulation, implementation & control) – 12e –
McGraw Hill Education – John A. Pearce, Richard B. Robinson, Amita
Mital
6. Reverse Innovation – Brilliance Corp - Vijay Govindrajan
7. Reimagine - DK ADULT – Tom Peters
8. Managing the Radical Change – Penguine India – Sumnatra Ghoshal, Gita
Piramal, Christopher Bartlett

17
 TOTAL QUALITY MANAGEMENT

Subject Code: 126MBA02XXXCMC11T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20
Objectives:

1. To introduce the students to the basic concepts of total quality management

2. To understand the focus of TQM for all Business sectors.
Expected Outcome:
1. To gain a deeper understanding of the use of TQM tools and techniques in
improving quality in organization.
Module 1 Introduction 12 hours
Reading
material
Quality concepts, Importance of quality, Paradigms of quality,
Total Quality
Dimensions for product and service quality, Cost of Management –
quality (numerical problems), TQMEX model, Strategic 3e, Charantimath
quality management,
Quality gurus - Deming, Juran, Crosby, Taguchi, Masaaki
Imai, Kaoru Ishikawa.
Quality standards - BIS, Deming award, European quality
award, Malcolm Baldrige National quality award.
Module 2 TQM Tools and Techniques 12 hours
Seven Quality Tools, Kaizen, 5-S, Quality circles, quality
James R Evans,
function deployment, House of Quality Williams M
Essence of Benchmarking, Process of Benchmarking, Lindsay, The
types of Benchmarking, advantages and limitations of Management and
benchmarking, Introduction to BPR Control of
Quality, Thomson,
South-
West, 2004
Module 3 Quality Management System 12 hours
Introduction, Need for Quality Management System,
Total Quality
Requirements of ISO 9001:2015,
Management –
Documentation, Benefits of ISO certification,
3e, Charantimath
Management System Audit, Standard for managing audit, ISO
19011:2011, Certification bodies
Module 4 12 hours

Six-sigma (numerical problems) Production &

Operations

18
 Management- 5th
Introduction, Quality Control, Cent percent Inspection,
Edition K.
Sample inspection, Statistical Quality Control- acceptance Aswthappa,
sampling, attribute sampling, Statistical process control, Shridhar Bhat

Types of Quality Control Charts( X , R, p, np, p, c,)

(numerical expected for control charts)
Module 5 12 hours

Project scheduling techniques – Network construction, Operations

PERT & CPM (numerical) Research – 4th
Differences between CPM and PERT Edition S
Kalavathy

Activity:

1. Cost of Quality: Divide the class into small groups. Visit a local
enterprise and find out the costs associated with the poor quality. Prepare a
brief report not exceeding four pages (A4 size) and submit.
2. List the Indian companies, who are the recipient of Deming award.
3. Kaizen Project: In small teams, identify a problem affecting your
organization and develop cause-and effect diagrams for area chosen for
improvement. Present interclass competition and reward the winners. For
example: (a) Improving exam grades. (b) Absenteeism in the class. (c)
Improving placement records (d) Improving parking facility on the campus
(e) Work place improvement
4. Select a firm and list three or four key success factors for that industry.
Which firm (s) in your opinion, would be appropriate to benchmark? And
why?
5. Prepare a list providing the names and addresses of QMS certification
bodies operating in India.
Recommended Reading Essential Reading:
1. Charantimath Poornima, Total Quality Management-3/e, Pearson
Education, 2017.
2. James R Evans, William M Lindsay, The Management and Control of
Quality, Thomson Learning, 2005
3. Operations Research – 4th Edition S Kalawathy

19
Suggested Reading:
1. Janakiraman B and Gopal R K, “Total Quality Management – Text and Cases”, Prentice
Hall (India)Pvt. Ltd., 2006
2. J M Juran and F M Gryna, Quality Planning and analysis New Delhi: TMH 1993.
3. Production and operations management – Ashwathapa
4. Statistical Techniques – S. P. Gupta
5. Total Quality Management – Dale H Besterfield, Carol . Besterfiled

20
 OEC - II

SOFT SKILLS FOR EMPLOYABILITY (OEC)

Course Code: 126MBA02XXXOEC02T Credits: 4

Contact Hours: 60 Hrs. Weekly hours: 4
External Marks: 80 Internal Marks: 20

Module I: Personal Skills 10 hours

Self Introduction, Grooming standards and dressing, health and hygiene, courteous phrases, banquet
etiquettes

Module II: Corporate Etiquettes 10 hours

Communication Skills – Oral and Written, understanding symbols, corporate etiquettes, Meeting etiquettes –
Reporting and Minutes of the meeting

Module III: Social Skills 10 hours

Socialization, Telephone etiquettes, Email etiquettes, SMS etiquettes, Net-etiquettes, Dealing with difficult
people. Interest profiling, career options (entrepreneurship & Employment) and progression, recruitment
process. Data interpretation, quantitative aptitude, general awareness, Test of reasoning, Fundamental
concepts of Management and strategy.

Module IV: Resume writing 10 hours

Types of resume, objective, defending resume, common errors, Networking and reference seeking from
corporate world, Social Networking profile (Big data analysis)

Module V: Group Discussion & Personal Interview 10 hours

Meaning, objectives, taking initiative, making a point, making impact, coordinating with the group, opinion
formation, summarizing. Personal Interview – meaning, types and objectives, dress code, basic
mannerism and etiquettes, understanding self and job profile. MCQs (HR, Marketing, finance and
strategic management etc.)

21
 Skill Development Series – III

Employability Skills
Subject Code:
126MBA02XXXSDC03T
Contact Hours: 30 Hours/ Week: 2
External Marks: 40 Internal Marks: 10

Objectives:

1. To introduce the concept of career planning, & appraising the students about
recruitment & selection process.

2. To prepare students to face and qualify for entrepreneurship & employment

Expected Outcome:

1. The students will be equipped to take decisions relating to employment or

entrepreneurship.
Module 1 Career Planning & Aptitude Test 10 hours
Interest profiling, career options (entrepreneurship & employment) and progression,
recruitment process. Data interpretation, quantitative aptitude, general awareness, Test of
reasoning, fundamental concepts of management and strategy.
Module 2 Resume Writing 10 hours
Types of resume, objective, defending resume, common errors, Networking and reference
seeking from corporate world, Social Networking profile (Big data analysis)
Module 3 Group Discussion & Personal Interview 10 hours
Meaning, objectives, taking initiative, making a point, making impact, coordinating with
the group, opinion formation, summarizing.
Personal Interview - Meaning, types and objectives, dress code, basic mannerism and
etiquettes, understanding self and job profile. MCQs (HR, Marketing, finance & strategic
management etc)

Activities:

1. List out the industries and sectors where you would like to work along with the
positions currently available.

2. Build a bank of job openings in the sector of your choice.

22
 3. Write your Resume in at least 2 different formats and choose the best suited for
you.

4. Form groups of 8 students each and conduct Group Discussions on given Topics

5. Prepare the profiles of your role models and identify their characteristics that you
relate with.

6. Interview your peers for a given company and record the observations.

7. Conduct Aptitude tests.

8. Write a class newsletter detailing the activities, achievements and learning from
each.

9. Visit industries to understand what they look at in a potential candidate or invite

guests for lectures.

Evaluation:

1) Internal Assessment: (10 Marks)

Resume, Mock Interview, GD and Aptitude test

2) External Assessment: (40 Marks)

i. Aptitude Tests – 20 Marks

ii. Group Discussion - 20 Marks.

23
FINANCE SPECIALISATION

24
 Specialization Papers

FINANCE SPECIALIZATION

Sl. Name of the Subject Course Code Internal Semester End Total Teaching Credit
Marks Exam Marks Marks Hours
No.
1 Banking Management 126MBA02XXXSCC03T 20 80 100 04 04
2 Derivatives Markets 126MBA02XXXSCC04T 20 80 100 04 04
Financial Markets & Institutions
3 126MBA02XXXSCC05T 20 80 100 04 04
126MBA02XXXSCC06T
Foreign Exchange Market
4 20 80 100 04 04
Investment Analysis & Portfolio 126MBA02XXXSCC07T
5 Management 20 80 100 04 04
Direct Taxes and GST
6 126MBA02XXXSCC08T 20 80 100 04 04
 BANKING MANAGEMENT
Subject Code: 126MBA02XXXSCC03T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

This course has been designed for students aspiring for a career in banking. The course is also aimed
at acquainting the students with knowledge of banking sector

COURSE OBJECTIVES:
1. To Know the basics of the Banking in India.
2. To Understand the functioning of Bankers related to management of lending, risk and
operations of bank.
3. To Know the regulatory environment in which the Bankers operates in India.

EXPECTED OUTCOME:
1.Students are expected to imbibe basic banking concepts necessary for entry level bank jobs thereby
making them well placed to perform effectively in the market. The paper offers career opportunities in
the niche areas of Banking.

Module 1 12 Hours
Introduction to Banking
Definition of banks; Evolution of Commercial Banks Reading Material Pedagogy
in India; Functions of Commercial Banks; Banking Guide to JAIIB- Classroom
Structure in India; Role of Reserve Bank of India vis- Principles and Teaching, Guest
à-vis Commercial Banks; Introduction to Bank Practice of Talk by a Banker
Deposits; Types of Deposit Accounts, Current Banking by N S
Deposits, Savings Bank Deposits, Term Deposits, Toor, Skylark
Common Guidelines of Opening and Operating Publications
Deposit Accounts; Non Resident Ordinary Accounts
(NRO), Non-Resident (External) Rupee Accounts,
Foreign Currency Non Resident Account Banks
insured by the DICGC, Hybrid Deposits / Flexi
Deposits
Cash Reserve Ratio (CRR), Statutory Liquidity Ratio
(SLR), Repo and Reverse Repo, Open Market
Operations

26
Module 2 12 Hours
Basics of Bank Lending
Principles of Lending and Loan policy; Compliance Guide to JAIIB- Classroom
with RBI guidelines; Basics of Loan Appraisal, Credit Principles and Teaching,
decision-making and Review; Types of Advances; Practice of Assignment on
Management of Non-Performing Assets; Security Banking by N S Lending Practices
Creation: Pledge; Hypothecation; Mortgage(types) Toor, Skylark of Commercial
NPA and Securitization Publications Banks
Credit Risks – Concept; Types; Credit Assessment;
Credit Rating System – Tools; Designing and
Monitoring; Credit Risk Management – Concept;
Tools; Credit Risk Disclosure
Bank - Customer Relationship
Module 3 12 Hours
Liquidity and Treasury Management
Liquidity Risk – Concept; Types;, Policy; Guidelines Guide to JAIIB- Classroom
for Liquidity; Liquidity Sources – Optimal Level of Principles and Teaching, Guest
Liquidity; Measurement Tools; Improving Liquidity Practice of Lecture by
Treasury Management - Treasury functions; TM Tools Banking by N S Treasury Dealer
– Balance Sheet Mgt.; Asset and Liability Mgt.; Toor, Skylark
Treasury Mgt. Regulations Publications
Module 4 12 Hours
Technology in Banks
ATMs; HWAK; PIN; Electromagnetic Cards; Guide to JAIIB- Article Review
Electronic Banking; Signature Storage & Retrieval Principles and from Indian
System; CTS; Note & Coin Counting Machines; Practice of Banker,
Microfiche; NPC; RUPAY Banking by N S Assignment and
Payment and Settlement Systems – NEFT; RTGS; Toor, Skylark Presentations
CHIPS/CHAPS; SWIFT; EFT-POS; Cheque Publications
Truncation / E- Cheques; New Age Clearing &
Payment Gateways
Evolving trends in modern banking

27
Module 5 12 Hours

Regulatory & Legal Framework

Overview; Banking Companies Act 1970; RBI Act Guide to JAIIB- Classroom
1934; Banking Regulation Act 1949; Narsimhan Principles and Teaching,
Committee Report; Tandon Committee Report; Practice of Presentations and
BASEL Committee Report; SARFAESI Act; Banking Banking by N S Guest Talk
Ombudsman Scheme, Indian Contract Act, 1872; Toor, Skylark
Negotiable Instruments Act, 1881 Anti-Money Publications
Laundering and Know Your Customer; Final
Accounts of Banking Companies

RECOMMENDED BOOKS:
1. Principles and Practice of Banking, IIBF, Macmillan Publications
2. Treasury Management, IIBF, Macmillan
3. General bank Management, IIBF, Macmillan
4. Risk Management, IIBF, Macmillan
5. NCFM and NISM Study Material on Banking Module

REFERENCE BOOKS AND SUPPLEMENTARY READING MATERIALS:

1. Guide to JAIIB- Principles and Practice of Banking by N S Toor, Skylark Publications
2. Introduction to Banking byVijayaragavanIyengar, Excel books
3. Basics of Banking & Finance by O P Agrawal& K M Bhattacharya, Himalaya Publishing
House.
4. Banking Theory & Practice, K. C. Shekhar&LekshmyShekhar, Vikas Publishing House
5. Banking Theory and Practice by Dr. P. K. Srivastava, Himalaya Publishing House
6. Banking Law and Practice by Varshney P N, Sultan Chand & Sons
7. Tannan's Banking Law and Practice in India.
8. Banking Principles and Operations by M N Gopinath, Snowwhite Publications Pvt Ltd.
9. Advanced Bank Management, IIBf, Macmillan
10. Bank Financial Management, IIBF, Macmillan.
11. Management of Banking and Financial Services, Padmalatha Suresh and Justin Paul, Pearson
12 .Modern Banking: Theory and Practice by Muraleedharan, PHI publishing
WEBSITE: www.rbi.org.in

28
 DERIVATIVES MARKET

Subject Code: 126MBA02XXXSCC04T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

This course is designed for students who wish to begin a career in the Derivatives Market

COURSE OBJECTIVES:
1. Enable a better understanding of various derivatives products available in derivativesmarkets
2. Understand the various trading strategies that can be built using futures and options.
3. To provide an understanding of pricing FinancialDerivatives
EXPECTED OUTCOME:
1.The course will help students to equip themselves with better understanding of various derivatives
products available in derivatives markets, regulations and risks associated with the products and the
exchange mechanisms of clearing and settlement.
Module 1 10 Hours
Introduction to Derivatives
Derivatives Concept; Types; Market Players.
Reading Material Pedagogy
Derivative Market in India; Reform and Development
Option and Futures Class room
by John C. Hull discussion,
Assignments
Module 2 14 Hours
Forward and Futures Contracts
Forward Contracts – Concept; Types; Forward Rates; Option and Futures Class room
Forward Rate Agreements (FRA); Forward Markets by John C. Hull discussion
Future Contract –Concept; Types; Participants, Marking Financial Numerical exercise
to Market; Market Quotes Derivatives by S.L analysis,
Futures Pricing; Pricing by Arbitrage; Futures & Spot Gupta, PHI Assignment
Price (cost of carry and reverse cost of carry) Learning Trading terminal
Trading, Clearing and Settlement; Future Trading & demonstration
Hedging Strategies
Index Futures; Trading an Index Futures; SEBI Guidelines
Module 3 12 Hours
Option Contract
Concept; Types & Classification; Time Value & Risk Option and Futures Class room
Exposure; Marking to Market, Market Quotes by John C. Hull discussion
Option Pricing: Black-Scholes Model & Binomial Model, Financial Numerical exercise
Exercises Derivatives by S.L analysis,
Risk Analysis and Management: Option Greeks, Delta, Gupta, PHI Assignment
Gamma, Vega, Theta, Rho Learning Trading terminal
Option Trading Strategies - Hedging & Trading Strategies Derivatives and demonstration
Trading, Clearing & Settlement of option contracts Risk Management

29
Index Options: Concept; Market Indicators; Put-Call by Rajiv
Ratio, Open Interest, Roll over, SEBI Guidelines Srivastava
Module 4 12 Hours
Swaps
Concepts; Types - Interest & Currency Financial Class room
SWAP Designing; Exercises; Basics of CDS & ABS Derivatives by S.L discussion
Gupta, PHI Numerical exercises
Learning
Derivatives and
Risk Management
by Rajiv
Srivastava
Module 5 12 Hours
Commodity Markets
Indian Commodity Future Market; Reform and Futures Class room
development and Options by discussion
Commodity Forward Contracts - Hedging risk; Vohra and Bagri Numerical exercise
Commodity Futures Contracts Derivatives and analysis,
Marking to Market, Market Quotes, Future Pricing Risk Management Assignment
Trading by Rajiv Trading terminal
Clearing and Settlement; Future Trading & Hedging Srivastava demonstration
Strategies; Commodity Exchanges in India

Recommended Readings: Essential Reading:

1 Option and Futures by John C. Hull, 6thEdition

Suggested Reading:
1. Futures and Options by Vohra and Bagri.
2. Financial Derivatives by S.L Gupta, PHILearning
3. Derivatives- Valuation & Risk Management by Dubofsky& Miller, Oxford University Press
4. Derivatives and Risk Management by Rajiv Srivastava, OxfordUniversity Press.
5. NIMS Study Material

30
 FINANCIAL MARKETS AND INSTITUTIONS
Subject Code: 126MBA02XXXSCC05T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

The course is structured to help the students understand & make a career in Indian financial markets.
COURSE OBJECTIVES:
1. To help students to get understanding of the players and functioning of financial markets.
2. To Expose students to trading & settlement mechanism of Indian Stock Market.
EXPECTED OUTCOME:
Students will be equipped with the knowledge of dealing in financial market.
Module 1 12 Hours
Financial Markets
Reading Pedagogy
Concepts; Indian Financial System; Types of Financial
Material
Markets; Role and Need of Financial Markets; Capital
Market and Economic Development; Regulatory Bodies
- SEBI, Registrar of Companies; Legal Framework (Key
Provisions only) - Securities Contracts (Regulation) Act,
1956, Securities and Exchange Board of India Act, 1992,
SEBI (Intermediaries) Regulations, 2008, The
Depositories Act 1996, Companies Act 2013; Dealer and Bhole, L. M. and Classroom Teaching,
Brokers - Code of conduct, Dealing through Brokers, M Y Khan Presentations
Model Market Practices, overview of SEC, European
Commission; European central Bank, Bank of England;
Federal Reserve system.

Module 2 12 Hours
Primary Market

Concepts; Methods of raising money from Indian Primary

Market; Market Players - Merchant Bankers, Depository, Classroom Teaching,
Bhole, L. M., M
Brokers, Bankers, Underwriter; SEBI guidelines; IPOs Article Analysis
YKhan
– Concept, Issue Process - Book from ET

Building Process; FPO; Private Placement; QIB

31
 Placement; Rights Issue ;BRLM & Register to Issues.
Module 3 12 Hours
Secondary Market

Concepts; Membership of Stock Exchanges;

Dematerialization; Rematerialisation; Rolling Settlement;
Market Players; Stock Exchanges in India- BSE, NSE, Classroom Teaching,
M Y Khan.,
OTCEI; Market Capitalization; Trading, Clearing and Visit to Broking
NISM Study
Settlement Mechanism; Role of NSCCL; Investor House, Stock
Material
Protection Fund (IPF); Insider Trading; Unfair Trade Simulation Game

Practices; Stock Indices- Concept, Types –BSE and

NSE–Construction, SEBI’s Recent Brokers Model.
Module 4 12 Hours
Indian Debt and Money Markets

Concept; Instruments – Issuer, Market Participants;

Wholesale Debt Market - Market Participants; Pricing of
Issue; Face Value; Coupon Rate; Trading and Settlement
System in BSE and NSE; Product and Services offered
M Y Khan, Classroom Teaching,
by NSE and BSE; Yield Curve; Corporate Debt; Market
Machiraju Presentation
Reporting Platform; Retail Debt Market - Market
Participants; Money Market -Concept, Instruments,
Issuer, MarketParticipants, Pricing, Primary &
Secondary Market

Module 5 12 Hours

Specialized Financial Institutions

SIDBI, IIFCI Ltd, IIBI, BIFR, IIFC Ltd., IRFC, PFC Ltd, Bhole, L. M., Students’
EXIM Bank, NSFDC, NSTFDC, NMDFC, NHB, HDFC, Machiraju presentations
KSFC.

Note: Students should be encouraged and oriented towards writing NCFM and NISM Certification
Examinations.

Essential reading:

1. Indian Financial System Khan, M.Y by Tata McGraw

32
Suggested Reading:

1. Indian Financial System by Pathak, PearsonEducation.

2. Financial Markets & Services by Gordon & Natarajan,

3. Financial Institutions and Markets by Bhole, L. M., Tata McGraw Hills, New Delhi.

33
 FOREIGN EXCHANGE MARKET
Subject Code: 126MBA02XXXSCC06T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

The present subject aims at familiarizing the students with various aspects of foreign exchange
markets. This will help them in gaining a deeper understanding of the role of foreign exchange
market at macro & micro level in India.
COURSE OBJECTIVES:
1. To present conceptual framework & operational mechanism of Forex Market in India.
2. To describe foreign exchange exposure measurement and management.
3. To provide an understanding of forex risk management aspects of the MNC.
EXPECTED OUTCOME:
Student should understand the concept of forex markets, quotes and its influence on business organizations.
Module 1 12 Hours
Foreign Exchange Market
Overview; Function and Structure of the Forex Reading Material Pedagogy
Markets; Foreign Exchange Market Participants;
Types of Transactions & Settlements Dates;
Classroom Teaching
International Monetary System; Gold Standard;Jeevanandam C,
Bretton Woods System; Exchange Rate Regimes –
Fixed, Floating, Dirty Float, Swift Mechanism.
Module 2 12 Hours
Indian Foreign Exchange Markets
Structure of Market; Transactions in the Interbank
Market; Merchant Transactions; Settlement of
Transactions; Foreign Exchange Rates and
Quotations – Direct, Indirect, American, European, Classroom
Conversion of Indirectinto Direct quote; Bid-Ask Teaching, Guest
Jeevanandam C,
Spread; Forward Quote; Premium/Discount on Talk by a Forex
Forward; Conversion of Points into Outright Rates; Dealer of Bank
Exchange Rate behavior-Cross Rates- -Arbitrage
profit in Foreign Exchange Markets; Triangular and
locational Arbitrage
Module 3 12 Hours

34
 Determination and Forecasting of Forex Rates
Absolute & Relative Interest Rate Parity;
International Fisher Effect; Law of One Price; Classroom
Covered Interest Arbitrage; International Parity Jeevanandam C, Teaching,
Conditions; Prices and Exchange Rates; Interest Rates Assignment
and Exchange Rates
Module 4 12 Hours
Exchange Rate Arithmetic
Ready Exchange Rates; Ready Rates based on Cross Classroom
Rates; Forward Exchange Rates; Execution of Teaching,
Jeevanandam C,
Forward Contracts; Interbank Dealings; Exchange Training on NSE
Management by Banks Screen Trading
Module 5 12 Hours
Risk Management
Currency Derivatives; Forwards Contracts; Futures Classroom
and Options on Currency; Exchange Risk Mgt. Teaching,
Jeevanandam C, Presentations,
NSE Screen
Trading

RECOMMENDED BOOKS:
1. Foreign Exchange Practice Concepts & Control, Jeevanandam C, Sultan Chand &
2. The Psychology of the Foreign Exchange Market, Thomas O, John Wiley and Sons
REFERENCE BOOKS AND SUPPLEMENTARY READING MATERIALS:
1. Introduction to Forex Trading, Mark McRae
2. International Financial Management – Apte P. G, 6/e, TMH
3. A Foreign Exchange Primer, ShaniShamah, John Wiley & Sons
4. International Financial Management – MadhuVij, Excel Books
5. Multinational Business Finance, David K. E, Arthur I. S & Michael H. M, Pearson Education.
JOURNALS: 1.Asian Economic Bulletin WEBSITE: RBI
2. International Business & Research Journal
3. Journal Of International Business 4. International Trade Journal

35
 INVESTMENT ANALYSIS AND PORTFOLIO MANAGEMENT

Subject Code: 126MBA02XXXSCC07T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

This course has been designed to acquaint the students with the conceptual framework of the key
decision areas in Investment Analysis.
COURSE OBJECTIVES:
1. To create awareness about various investment avenues.
2. To provide students with a conceptual and analytical framework of evaluating investment avenue
especially stock market investment.
3. To equip the students with knowledge of basic and advanced tools to be used for the purpose of
investment analysis and portfolio construction.
EXPECTED OUTCOME:
Students are expected to master the art of investment decision.

Module 1 12 Hours
Investment Avenues
Investment – Concept; Investment Avenues;Reading Material Pedagogy
Marketable Securities & Non Marketable Financial Punithavathy Pandian Classroom Teaching,
Assets - Concept, Features, Benefits, Limitations; Assignment on
Investment Objectives; Investment Process; Do's and Investment
Don'ts for Investors; Speculation v/s Investment; Alternatives
Investment Planning
Module 2 12 Hours
Measurement of Risk and Return
Risk: Concept; Types – Systematic & Unsystematic;
Punithavathy Pandian Classroom Teaching,
Measurement of Risk; Tools of Measuring Risk of Mini
Equity, Bond, Money Market Instruments, Debenture, Project on
Real Estate, Gold Investment; Exercises. calculation of Risk-
Return: Concept; Investment Avenues & Return; Return, Standard
Measurement of Deviation, Beta and
Return; Tools of Measuring Return of Equity, Money Alpha.
Market Instruments, Debenture, Mutual Fund, Real
Estate, Gold Investment, Bond Valuations. Bond
Yields, Yield Curve; Exercises.

36
Module 3 12 Hours
Security Analysis
Fundamental Analysis: Concept; Components of Punithavathy Classroom
Pandian, Fischer
Fundamental Analysis; Process of Fundamental Teaching,
and Jordan
Analysis - Economic Analysis, Understanding
Industry and Company Analysis (Financial and Non- Company and
Financial Analysis), Exercises. Industry Analysis
Equity Valuation: Dividend Discount Models from ET Wealth.
( Single Period, Multi Period and Constant Growth
Model); Valuation through P/E ratio; P/B Ratio;
Required Rate of Return on Equity; Free Cash Flow;
Enterprise Value; Exercises.
Module 4 12 Hours

Technical Analysis
Concept; Theories - Dow Theory, Eliot Wave Theory, Punithavathy Classroom
Random Walk Hypothesis; Basic Technical Analysis Pandian, Fischer Teaching,
Tools; AdvancedTechnical Analysis Tools - Market and Jordan Assignment based
Breadth, Simple MovingAverage, Exponential on data from
Moving Average, MACD, Oscillators,Resistance and Moneycontrol.com
Support Level, ROC, RSI, etc; Exercises;
ChartsAnalysis – Basic and Advanced Charts;
Exercises.
Module 5 12 hours
Portfolio Management
Portfolio Selection and Construction: Markowitz Punithavathy Assignment/Mini
Model, Portfolio Selection; Opportunity Set; Efficient Pandian, Fischer Project on Portfolio
Frontier; Sharpe Single Index Model; Capital Asset and Jordan Construction and
Pricing Model; Arbitrage Pricing Theory. Evaluation.
Portfolio Performance Evaluation: Sharpe Index
Ratio; Treynor’s Model; Jenson’s Index Model;
Portfolio Management Strategies: Investment
objectives and Constraints; Selection of Asset Mix;
Active and Passive Portfolio Management Strategy.
Portfolio Revision

37
RECOMMENDED BOOK:

1. Security Analysis & Portfolio Management – Punithavathy Pandian, Vikas Publication.

REFERENCE BOOKS AND SUPPLEMENTARY READING MATERIALS:

1. Investment Analysis and Portfolio management – Prasanna Chandra, TMH.

2. Security Analysis & Portfolio Management – Fischer and Jordan, Pearson

3. Investment Management – Bhalla V. K, 17/e, S.Chand, 2011

4. Security Analysis & Portfolio Management – Avadhani V. A, HPH

5. Investment Analysis & Portfolio Management– Reilly, Cengage Learning

6. Fundamentals of Investment – Alexander, Sharpe, Bailley, PHI, 2001.

7. Investments – ZviBodie, Kane, Marcus &Mohanty, TMH, 2010

8. Security Analysis & Portfolio Management – Sudhindra Bhat, Excel Books.

9. NCFM Investment Analysis and Portfolio Management Module

10. NCFM Fundamental Analysis Module

11. NCFM Technical Analysis Module

12. NISM-Series-X A Investment Adviser module

38
 DIRECT TAX AND GST

Subject Code: 126MBA02XXXSCC08T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

This course has been designed to acquaint the students with the conceptual framework of the key
decision areas in Taxation
Objective:
1. To provide an in depth knowledge of the various provisions of direct & indirect taxation laws and
their impact on business decision-making.
2. Identify and analyze the procedural aspects under different applicable statutes related to taxation.
Expected Outcome:
Students shall be able to compute the tax liability for various assesses and assessable value of
transactions related to goods and services.
Module 1 08 Hours
Introduction to Income Tax
Reading Material
Concept; Income Tax; Person; Assessee; Assessing Officer; Pedagogy
Previous Year; Assessment Year; Income; Gross Total
Income; Total Income; Basis of Charge; Rates of Taxes;
Dr. Girish Ahuja and Dr.
Residential Status & Scope of Total Income; Income
Ravi Gupta,
which do not form part of Total
Income;
Module 2 20 Hours
Computations and Tax Planning
Income from Salary; Income from House Property; Income
from Business and profession; Capital Gains; Income
from Other Sources; Set off and Carry Forward of
Dr. Girish Ahuja and Dr.
Losses; Deductions from Gross Total Income; Clubbing Ravi Gupta,
of Income; TDS, TCS, Advance Tax;
Assessment; Return of Income; E-Filing;
Module 3 12 Hours
Assessment of Individuals, Partnership firms and Companies
Assessment of Individuals; Assessment of Partnership Dr. Girish Ahuja and
Firm; Assessment of Companies; Minimum Alternate Dr. Ravi Gupta,

39
Tax; Tax Evasion and Tax Avoidance;
Module 4 10 Hours
Concept and features of Indirect taxes
GST Laws: An introduction including Constitutional
aspects Levy and collection of CGST and IGST -
Application of CGST/IGST law; Concept of supply V S Datey,
including composite and mixed supplies, inter-state
supply, intra-state supply, supplies in territorial waters;
Module 5 10 hours
Levy, Concept of time and place of supply and Computation
Charge of tax; Exemption from tax; Composition levy - V S Datey,
Place of supply - Time and Value of supply - Input tax
credit- Computation of GST liability - Procedures under
GST: Registration, tax invoice, credit and debit notes,
electronic way bill.

Note: The semester’s previous “Finance Act” shall be applicable to the examination. For ex: If
3rd semester begins in Aug 2019, then “Finance Act, 2018” will be applicable for the
examination.
Recommended Book:
1. Professional Approach to Direct Taxes – Dr. Girish Ahuja and Dr. Ravi Gupta, Bharat Law House
2. Indirect Taxes Law and Practice - V S Datey, Taxmann Publication

Reference Books and Materials:

1. Direct Taxes – Law and Practice – Dr. Vinod Singhania, Taxmann Publications
2. Indirect Taxes – Mohd. Rafi, Bharat Law House
3. Various Bare Acts
4. Latest cases of Supreme Court and High Court

40
HUMAN RESOURCE
SPECIALIZATION

41
 HUMAN RESOURCE SPECIALIZATION

Sl. Name of the Subject Course Code Internal Semester End Total Teaching Hours Credit
No. Marks Exam Marks Marks Per week
1 Talent Management 126MBA02XXXSCC09T 20 80 100 04 04
2 Employee Relations 126MBA02XXXSCC10T 20 80 100 04 04
Management
3 Knowledge Management 126MBA02XXXSCC11T 20 80 100 04 04
&HR Analytics
4 Learning and 126MBA02XXXSCC12T 20 80 100 04 04
Development
5 Competency Building 126MBA02XXXSCC13T 20 80 100 04 04
& Performance
Management
6 Global Human Resource 126MBA02XXXSCC14T 20 80 100 04 04
Management
 TALENT MANAGEMENT

Subject Code: 126MBA02XXXSCC09T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

Objectives:

7. To study the importance of talent in the company’s core and distinctivecompetencies.

8. To study the effectiveness of managing Talent in diverse workforce

9. To study the global sourcing, employer and employee branding, retention and
succession planning.
10. To analyze the alignment of the talent management process with business strategy,
with culture and with people.
Course learning Outcomes: -
After completion of this course, students should be able to: -

5. Develop a clear understanding of the new concepts in Talent management and its relevance
in present Context
6. Demonstrate an in depth understanding of the practices used by organizations to attract,
engage, develop, and retain talent across cultural settings.
7. Identify the impact of culture, gender, and age differences represented in today’s workforce
as demonstrated by actual examples within companies and real-world experiences.

MODULE - 1 10 Hours
INTRODUCTION TO TALENT MANAGEMENT
Detailed Syllabus Reading Pedagogy
Material
Talent Management – Overview, Talent Management – Tony Lecture using
Davis , Maggie power point with
History, the Scope of Talent Management, Need of Talent Cutt , Neil
animation and
Management, importance, elements of talent management, Flynn, Peter
discussion on
process, Framework of talent management, Key Processes of Mowl HR magazines
Talent Management, Talent vs knowledge people, Source of
Talent Management, Consequences of Failure in Managing Group
Talent, Tools for Managing Talent, factors affecting talent discussions
management, Career problems and its impact on talent.

Workforce Diversity - introduction, opportunities and

challenges of talent management, Talent management and
competitive advantages, role of HR in talent management and

43
 inculcating performance culture, right sizing the workforce,
relevance in cross-cultural management issues, Social
Environment and talent and interface of both.
Multigenerational workforce, diversity and inclusion trends.
MODULE – 2 15 Hours
TALENT MANAGEMENT PRACTICES AND PROCESS
Components and benefits of Talent Management - Building Lance A. Lecture, Role
the talent pipeline; managing employee engagement; Key factors Berger , Dorot Play, review on
and different aspects of talent management; using talent hy R. Berger, latest news on
management processes to drive culture of excellence; Talent Talent
management in India; Future directions in talent management Management and
practice and research. Brainstorming
Contemporary Talent Management- Issues, Challenges, Best
Practices: Introduction, Organizational Issues, Talent
Management Challenges, Best Practices of Talent Management,
Talent Management in India
MODULE – 3 12 Hours
ATTRACTION AND ACQUISITION OF TALENTS
Google Lecture
Attraction - Meaning, scope, importance, Aligning HRM
scholar, HR
goals to business, attracting talent, becoming the best magazines,
employer by employer branding activities, Case study,
Mastering discussions on
Acquisition-Meaning, definition, importance, Talent Cloud
Procurement and Deployment Talent identification, benefits of Computing by various HR
Rajkumar policies and
uniqueness of talent in competitive environment Buyya
procedure of
Role of Information Technology in effective Talent Fundamentals different
Management Systems - Need of technology in Talent of Database
Systems by companies
Management, Role of social media in identifying multi Ramez Elmasri Using Computer
skilled talent in changing environment; Introduction to lab and social
media
Internet of Things, Cloudcomputing and Database
Management System (DBMS) and its application in Talent
management.

MODULE – 4 12 Hours
ATTRITION AND RETURN ON TALENTS
Managing Attrition - Meaning, definition, factors influencing Google Lecture
scholar, HR
on talent to leave the organization, causes and effect of magazines,
attrition on performance of the organization, Cost and Case study,
Research
consequences of talent departure, Management of attrition. discussions on
articles,
conference various HR

44
 proceedings policies and
Return On Talent (ROT)
procedure of
Measuring contribution of talent to business performance,
different
talent metrics, measuring human capital investment,
companies
transformation and reorganization of HR, new imperatives,
talent forces of tomorrow. Integrating compensation with
talent Management.
Five Steps to a Talent Management Information Strategy, HR
Analytics for TM Processes, Design Development through Rapid
Prototyping and Scaling, Implementation and Maintenance,
Audit and Update
MODULE – 5 11 Hours
TALENT ENGAGEMENT AND RETENTION
Talent Engagement - Introduction, Concept of Talent Google Lecture
Engagement, Employee Engagement, Best Practices for scholar, HR
Talent Engagement, work life balance. magazines,
Case study,
Talent Retention - Meaning, definition, importance of talent discussions on
retention, Improving Employee Retention, Factors various HR
influencing on talent to stay in the same organization. policies and
procedure of
Initiatives, providing HR leadership to business.
different
companies

Pedagogy:
Class Lecture, Group Discussion, Case Studies, Brainstorming Group and Individual
presentation, use of animation, video clips and Reading and review of Magazines.

Activities:

5. Case studies, assignments, role plays, business games and simulation

6. Class presentations and Mini-Projects.

7. Case studies

8. Students are expected to conduct a study on how talent is critical to organizational

growth. Facilitators may ask the students to read about the best employer surveys
conducted during the past one year and conduct a discussion.

9. Students are expected to conduct a study on importance of talent management in

45
 India, future directions in talent management practice.

10. Identify how talent is acquired and retained in various industries and various
strategies followed by the respective companies. Students can be asked to collect the
information related to attrition rates in various sectors and identify the possible
reasons for the same through a survey.

11. Students are expected to conduct a study on how talents are acquired and retained – in
various industries – and various strategies followed by the respective companies.

Recommended Readings:
Essential Reading:

1. Tony Davis , Maggie Cutt , Neil Flynn, Peter Mowl, Talent Assessment: A New
Strategy for Talent Management, Routledge; 1 edition (20 April 2007)

2. Lance A. Berger , Dorothy R. Berger, The Talent Management Handbook, Making

Culture a Competitive Advantage by Acquiring, Identifying, Developing, and
Promoting the Best People, McGraw Hill Education; 3rd edition

3. Hasan Masoo , Anil Kumar Singh , Dhamija Somesh, Talent Management in India
Challenges and Opportunities, Atlantic; Edition.

4. David G. Collings , Hugh Scullion , Paula M. Caligiuri, Global Talent Management,

Routledge; 2 edition.

5. ASTD, Talent Management: Strategies for Success from Six Leading Companies,
Cengage Learning.
6. Rao, T.V., Hurconomics for Talent Management: Making the HRD Missionary
Business-Driven , Pearson Education.
7. Berger, L. A. and Berger, D. R., The Talent Management Handbook, McGraw-Hill
Education India.
8. Rao, T.V., Performance Management and Appraisal Systems: HR Tools for Global
Competitiveness, Response Books: A Division of Sage Publications.
9. Shukla, R., Talent management: Process of developing and integrating skilled worker,
Global India Publications, New Delhi.
10. Hasan, M., Singh, A. K., Dhamija, S. (eds.), Talent management in India: Challenges
and opportunities, Atlantic Publishers & Distributors.
11. Stringer, Hank & Rusty Rueff, Talent Force: A New Manifesto for the Human Side of
Business, Pearson Education, Prentice Hall Upper Saddle River, New Jersey

46
12. Mastering Cloud computing by Rajkumar Buyya
13. Fundamentals of Database Systems by Ramez Elmasri

Suggested Reading:
1. Phillips, Jack J, Lisa Edwards, Managing Talent Retention, An ROI Approach,
Pfeiffer, A Wiley Imprint
2. Masood Hasan, Anil Kumar Singh and Somesh Dhamija, Talent Management in
India, Challenges and Opportunities, Atlantic Publisher and Distributors (p) ltd.
3. Cheese, Peter, Robert J Thomas and Elizabeth Craig, The Talent Powered
Organization, Kogan Page Ltd.
4. David, Tony, Maggie Cutt, Neil Flynn, Peter Mowl and Simon Orme, Talent
Assessment, Gower Publishing Ltd., Hampshire Ltd.
5. Competence at work - Lyle M. Spencer, Signe M. Spencer. John Wiley 1993
6. The Talent Management Hand Book - Lance A. Berger & Dorothy R. Berger, Tata
McGraw Hill
7. Sears David, Successful Talent Strategies, American Management Association,
AMACOM, Press, New York
8. Harvard Business Review on Talent Management
9. Human Capital, magazine

47
 EMPLOYEE RELATIONS MANAGEMENT

Subject Code: 126MBA02XXXSCC10T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

Introduction:
Any organization that wants to succeed in a specific industry must place emphasis on positive Employee
Relations. It is the broad term to refer to the relationship that is shared between an organization and
its employees.
Learning objectives:
1. To introduce to the students, the concepts related to employee relations.
2. To make the students aware of the tools and strategies used to foster relationship between
management and employees
Course learning outcomes:
After completion of this course student will be able to
1. Understand the growing importance of employee relations
2. Identify the right strategies to foster harmonious employee relations
3. Identify the factors that encourage employee engagement.
4. Distinguish those activities which lead to employee empowerment and employee
engagement
5. Design basic employee empowerment and employee engagement programmes

Module 1 10 Hours
Introduction to Employee Relations Management (ERM)
Introduction, Overview of Employee Relations Reading Pedagogy
Management, Importance of Employee Relations material
Management, Employee Relations Management Tools, Core
Employee Discussions
Issues of Employee Relations Management.
Relations: A lectures
Practical and videos
Introduction
(HR
Fundamentals
Book 14) by
Elizabeth Aylott
Human
Resource
Management by

48
 Seema Sanghi

Module 2 10 Hours
Strategic Employee Relations Management
Introduction, Different Strategy Levels in an Organisation, The HR Discussions
Strategy and Employment Policies, Future Challenges, Scorecard: , lectures
Performance Management Services, Quality, Involvement Linking People, and videos
and Commitment as Competitive Advantages, the Strategy and
Psychological Contract: Interest and Expectations, HR Performance
Infrastructure, Employee Surveys by Becker
Module 3 15 Hours
Negotiation & Conflict Management
Conflict Management– Introduction: Understanding Counselling and Exercises in
conflict, components, perspectives of conflict, types of Negotiation Negotiation
conflict, models of conflict – Process and Structural Skills for and Conflict
Models, functional & dysfunctional conflict, relationship Managers Managemen
between conflict and performance in team, levels of Paperback t to make
conflict –intrapersonal, interpersonal, group & by Premvir students get
organizational conflicts, sources of conflict - Kapoor an idea
intrapersonal, interpersonal, group & organizational about the
sources. skills
Negotiations-Types of Negotiations, negotiation process, required for
factors for successful negotiations, essential skills for these
negotiation, tricks used in negotiation process, processes
psychological advantage of negotiations, Techniques of
negotiation, issues in negotiations.
Module 4 15 Hours
Participation and Empowerment
Introduction, Employee Participation and Empowerment Employee Conduct
Objectives, Employee Participation, Advantages of relations empowerme
Employee Participation, Employee Participation in India, Management – nt surveys if
Methods of Participation, possible.
Text and cases
Employee Empowerment – types and factors which
encourage employee empowerment by D.P. Sahoo
Employee engagement – types, strategies and best The business of
practices employee
empowerment
by Thomas A.
Potterfield
Employee
Engagement,
Vipul Saxena,
Notion Press

49
Module 5 10 Hours
Contemporary Issues in Employee Relations
Careerism, Stress and Employee wellness in organisation,
Organisational Justice, Organisational Misconduct, Issues
with Contract labour and temporary workforce, Managing
Employee Relations through Organisational Change,
Employee relations for the diverse workforce and
Multinational Companies (MNC), Employee relations
during crises – Recession , Mergers and Acquisition .

Text books and reference books :-

Employee Empowerment: The Rhetoric and the Reality, By Rozana Huq
The business of employee empowerment by Thomas A. Potterfield
Employee Engagement, Vipul Saxena, Notion Press
Human Resource Management, by R. K. Ghai S. P. S Bedi
Contemporary Human Resource Management Improving Performance in the Workplace Alam
Shahbaz
Counselling and Negotiation Skills for Managers Paperback by Premvir Kapoor
Online resources: -
https://www.peoplematters.in
www.hrzone.com
https://www.bamboohr.com/hr-glossary/employee-relations/
https://www.shrm.org/resourcesandtools/hr-topics/employee-relations/

50
 KNOWLEDGE MANAGEMENT & HR ANALYTICS

Subject Code: 126MBA02XXXSCC11T Credits: 04

Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

Introduction:

Today, the role of human resources function has moved much beyond the traditional boundaries
from a predominantly administrative function to a more advantageously focused entity, from a
transaction oriented cost centre to a value-added business partnership approach. Analytics has
played a critical role in this voyage of HR transformation from being just a subsidiary division of a
business to being a strong pillar of support behind the success of a business enterprise. Informed
HR professionals maximize productivity and drive to achieve strategic business goals.

Programme objectives:

1. To be able to take strategic decision using predictive analytics in HR.

2. To expose the students to the critical HR issues associated with the fraternity of HR.

Module 1 15 Hours
Knowledge management
Knowledge continuum Reading material Activity
Evolution of Knowledge Management Harvard Business Prepare Knowledge Map
Types of knowledge-Tacit and explicit Review on Knowledge of institute/ company
KM Life cycle Management ...
Corporate memory and its significance The Fifth Discipline: The Study the KM policy of
Business intelligence Art & Practice of The major business
Importance of KM in today’s world Learning Organization organizations
KM at individual, corporate and The Knowledge-Creating
community level Company: How Japanese Project on IPR
Knowledge capture and codification- Companies Create the (Including Trademarks,
individual and group level, Dynamics of Innovation Copyrights, GI Tags)
Communities of practice Working Knowledge:
Knowledge Management in the E- How Organizations Use of Plagiarism
world - Intranet, Extranets, software in research
Manage What They
Groupware, E-Business and K M Know
Data Mining , Knowledge audit
Ethical and legal issues of KM –
Intellectual Property Rights,
Plagiarism
Application of KM

Module 2 15 Hours
Knowledge management
HRIS HRIS- Sage Publications Study the
Building a learning organization implementation of HRIS

51
Technology used in KM at companies and submit
Basics of HRIS and Implementation report of its efficacy
Software development Life Cycle
Adoption of HRIS In HR functions Seminars on firewalls
- Recruitment, Payroll, Performance and safety mechanisms
appraisal, T & D, etc. to protect data and
Common problems during IT adoption information
efforts and processes to overcome such
problems. Security, Limitations of
Internal Controls, IT Controls,
Maintenance of HRIS. Future of
HRIS, Emerging trends in HRM and
IT.

Module 3 10 Hours
HR Analytics
Is it the right time for analytics in HR: 1. Winning on HR Conducting activities
HR’s tryst with competitive HR or Analytics - Leveraging through online relating
people analytics, Scope & growth of Data for Competitive to Big Data and HR
HR analytics, Big data era and HR Advantage. By- Analytics
analytics, Business strategy- HR Soundararajan Ramesh.
analytics- competitive advantage SAGE Publications India
integration. Pvt Ltd
Telecommunication and Networks in
Knowledge Management 2. Predictive HR
– Internet Search Engines and Analytics: Mastering the
Knowledge Management – HR Metric- Kirsten
Information Technology in Support of Edwards, Martin
Knowledge Management Edwards.
– Information Mapping in Information
Retrieval
– Information Coding in the Internet
Environment

Module 4 10 Hours
HR Metrics
HR Metrics and HR Analytics; Winning on HR Collecting information
Sources to gather information Analytics - Leveraging from e-content relating
Introduction to HR metrics, avoiding Data for Competitive to workforce
common metrics mistakes, second Advantage. By- deployment metrics and
generation metrics, and third Soundararajan Ramesh. Recruitment metrics
generation metrics (Added from fifth SAGE Publications India
module) Pvt Ltd
Training and Development metrics
Recruitment metrics

Diversity Metrics

52
Workforce deployment metrics

KPI dashboards

HR cost benefit analysis

Designing HR Balanced Scorecard

Intuition versus analytical thinking;
HRMS/HRIS and data sources;
Analytics frameworks like Human
Capital Mgmt. (HCM): 21
Model, towards analytics and
prediction, why analytics is important.
Talent analytics maturity model:
Reactive analytics, Proactive analytics,
Strategic analytics, Predictive
analytics.

Module 5 10 Hours
Workforce Analytics
Predictive people analytics and Winning on HR
workforce analytics Analytics - Leveraging Visiting various
Integrated Personnel Management Data for Competitive companies to collect
Systems Advantage. By- information relating to
Google Analytics Soundararajan Ramesh. Recruitment, Training
R SAGE Publications India and Employee
Workday Pvt Ltd Engagement
How to put capability planning into
practice. Turning Data into business
Intelligence-
Application of HR Analytics-
Recruitment
Training
Retention
Employee development
Workforce planning
Employee engagement
Compensation and incentive programs

The new HR analytics- Predicting the new economic value of your company’s Human Capital
Investments by JAC FITZ-ENZ, an EBOOK.

53
 LEARNING AND DEVELOPMENT
Subject Code: 126MBA02XXXSCC12T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

Introduction:
In the context of global competition, organisations are investing more resources, in the form of
time and money towards developing employees continuously update themselves and develop
relevant competencies. The present course is designed to study the concepts and processes of
training and development (T&D).

Learning objectives:
 To enable the student to understand the concepts, principles and process of training and
development
 To identify and understand the steps in assessing training needs, designing training
programmes and utilizing the appropriate training methods
 To make the student familiar with the levels, tools and techniques involved in evaluation of
training effectiveness

Course learning outcomes:

After completion of this course student will be able to
6. Understand the practical applications and implications of Training on other HR Practices
like Recruitment and Selection, Human Resource Planning, Performance Appraisal etc.
7. To identify the Training Needs in an Organisation
8. Understand current issues facing the training profession, especially with reference to using
right training techniques, training evaluation and the impact of technology.
9. Apply theories of learning to the training function and
10. Develop a training module.

54
Module 1 15 Hours
Introduction to Training and Learning
Learning: Principles of Learning, Conditions for Effective Reading Pedagogy/Activity
Learning, Learning Styles, Kolbs Learning Cycle, Learning material
Process, And Learning Curve Adult Learning Training & Mentioned in post
Single loop and Double Loop Learning _ Chris Argyris Role of Development: script below
training and learning in HRM Indian Text
edition.
Training: Concept, Need and Importance of Training in Modern By
Organizations, Training Vs Development B. Janakiram

Biztantra
publication
Module 2 15 Hours
Process of Training
Steps In Training, Identification Of Job Competencies, Training & Self assessment exercise
Development:
Criteria For Identifying Training Needs (Person Analysis, Task Indian Text
Analysis, Organization Analysis), Sources of Data for edition.
Training Needs Analysis. By
Assessment Of Training Needs, Methods And Process Of Needs B. Janakiram
Assessment.
Biztantra
publication
Module 3 10 Hours
Designing And Implementing A Training Program
Facilitator Identification- how to choose a trainer , in house or Training & Students can be
external? Development: facilitated to use
Indian Text various training
Methods and Techniques Of Training, Teambuilding Exercises, edition. methods like
Management Games, Simulations. Designing A Training By lectures ,
Module (Cross Cultural, Leadership, Training The Trainer, B. Janakiram presentations , case
Change), studies ,
Biztantra publication management
Leadership Development Program( executive development/ games, etc.
management development), Budgeting Of Training.
Module 4 10 Hours

55
 Evaluation Of Training Program
Feedback , Methods of evaluation , Kirkpatrick Model Of Training & Study the training
Evaluation, CIRO Model, Cost-Benefit Analysis, ROI Of Development: methods at various
Training. Indian Text organization and
edition. know the
By evaluation
B. Janakiram techniques adopted
Biztantra by the organization
publication
Module 5 10 Hours

Contemporary aspects of training and development

Technology In Training: CBT, Multimedia Training, E- Training & Learn online
Learning/Online Learning, Distance Learning. (simulation Development: training courses
training) Indian Text from Swayam and
Micro learning – need and implications, Assessment Centres, edition. other central and
Outbound training By state government
B. Janakiram organization

Biztantra
publication

Books Recommended:-
1. Employee Training and Development - Raymond Noe
2. Every Trainers Handbook- Devendra Agochia
3. 360 Degree Feedback, Competency Mapping and Assessment Centre- Radha Sharma
4. Training and Development- S.K. Bhatia
5. HRM-Biswajeet Pattanayak
6. Reddy ‘Effective Human Resource Training and Development Strategy’ Himalaya Publications
7. Goldstein ‘Training in Organisations’ Cengage Learnings

Journals:-
Indian Journal of Training and Development
Training and Development
IUP Journal of Soft Skills

https://www.peoplematters.in
www.hrzone.com

PEDAGOGY AND ACTIVITIES

The facilitator shall aim is to provide, as far as possible, hands - on learning experience related to
training and development. Some of the tasks/activities are given below. The facilitator may adapt
the same according to his/her convenience.

56
Task:- (for a student)
Carry out a training needs analysis on yourself by
 Listing skills, qualities, experiences and qualifications you have that will support your
future career
 Identifying any skills, qualities, experiences and qualifications that would be desirable for
your future career but you do not currently possess
 Plan the training and development activities you could undertake to help you gain the
necessary attributes
Activity:-
1. Conduct training need analysis of an organisation
2. Design a training programme for any organisation with the help of the facilitator
3. For any programmes conducted by the college , the students of this paper can be asked to
design a feedback form.

57
COMPETENCY BUILDING & PERFORMANCE MANAGEMENT
Subject Code: 126MBA02XXXSCC13T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

OBJECTIVES OF THE COURSE:

 To introduce the concept of Competency and its importance in enhancing organizational

performance through people in the competitive business environment
 To learn how to map and profile competencies for a given position or job in an
organization
 To introduce the concept of Performance Management
 To critically understand the elements of and challenges to Performance Management
 To understand the Performance Management Practices of different organizations

LEARNING OUTCOMES:
After completing the course, the student should be able to:-
 The students will understand the significance of Competency in an organization
 The students will be able to develop the competency model on their own
 The students will understand the theory of Performance Management
 The students will be able to discuss & develop the Performance Appraisal practices on
their own

58
 Module -1 15 Hours
Competency mapping
Concept and Evolution of Competency; Difference Reading Material Pedagogy
between Competence and Competency; Types of Lecture Discussion
Competency, Competency Models: Iceberg Model, Hand Book of
Lancaster Model for Managerial Competency. Competency Article Reviews
Competency Assessment Tools- Self & Superior Mapping by
Assessment, 360 degrees feedback, Assessment Seema Sanghi,
Centre, Psychometric Tests & Interviews
*Applications of Competency Mapping: Competency Competency Mapping
Based Human Resource Management, People by R. K Sahu,
Capability Maturity Model Excel Publication,

*Competency Based
HRM-by Ganesh
Sherman- Tata
McGraw Hill India
Publication

Module 2 10 Hours
Foundations of Performance Management
Definition, Objectives, Functions, Characteristics, Lecture Discussion
Prerequisites and benefits of PerformancePerformance
Management by Article Reviews
Management. Role of Performance Management in
A. S Kohli & T. Deb
HRM

Performance Management Process: Performance

Planning-Goal Setting, Setting Performance Criteria,
Setting Performance Standards, Concepts of Key
Performance/Result Area.

Module 3 15 Hours
Performance Appraisal

59
Performance Appraisal-Trait based methods (Graphic Lecture Discussion
Rating Scale, Mixed Rating Scale, Forced ChoicePerformance
Method, and Essay Method) Behavioural based Management by Article Reviews
methods (Critical Incident Method, Behavioral A. S Kohli & T. Deb
Checklist, Behavioural Anchored Rating Scale
{BARS}, Behaviour Observation Scale)
Result based methods (Management by Objectives
{MBO}, Productivity Measures, Balance Scorecard).
Designing Appraisal Form. Common Errors and bias
in Performance Appraisal.360 Feedback, Appraisal
Interviews, Performance Monitoring.

Module 4 12 Hours
Implementing Performance Management
Strategies for effective implementation of Performance Lecture Discussion
Management. Issues in implementing PerformancePerformance
Management {Ethical, Cultural, Managerial and Management by Article Reviews
Legal Issues}. A. S Kohli & T. Deb
Role of HR Professionals in improving organizational
Performance; Competencies required by HR
Professionals for effective contribution in
Performance Management Performance
Counseling and Performance Counseling Skills.

Module 5 08 Hours
Overview of contemporary practices in Performance Management
Continuous Performance Management Electronic
Performance Management System- Advantages Performance Lecture Discussion
& Disadvantages Management by
A. S Kohli & T. Deb Article Reviews

Performance
Management by
A. S Kohli & T. Deb

RECOMMENDED READINGS

•Competency Mapping by R. K Sahu, Excel Publication

•Hand book of Competency Mapping by Seema Sanghi, SAGE Publications India Private Limited

•Performance Management by A. S Kohli & T. Deb, Oxford University Press

60
61
 •360 Degree Feedback & Performance Management System by T. V Rao- Excel Books

Other Readings:

•Performance Management by Prem Chadha, Macmillan India Ltd

•Performance Management by Srinivas R. Kandula, Prentice-Hall of India

•Performance Management- HBS Press

•Assessment Centers by Nitin Sawardekar-Response Books

TEACHING AND LEARNING RESOURCES

•HR Magazines-Human Capital, People Matters,

•HR Journals

•News Paper Articles/Videos related to Performance Management System

•www.shrm.org

PEDAGOGY AND ACTIVITIES:

1. Student Presentations/Article Reviews on PMS

2. Discussions on contemporary performance issues across various sectors (Education,

Business, Government etc.)

3. The students can visit any organization to understand the Performance Appraisal Process and
the students have to develop the Performance Appraisal Forms using various appraisal methods.

62
 GLOBAL HUMAN RESOURCE MANAGEMENT
Subject Code: 126MBA02XXXSCC14T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20

Objectives:

1. To familiarize the students with the knowledge of the global practices inGHRM
2. To assist students understand the challenges posed by rapid globalization of
business, analyze human resource issues for making effective decisions in the
contemporary international business environment of managing HR in the
globaleconomy.
Course LearningOutcomes:

At the end of the course, students should be able to:-

1. Understand the theories, models and concepts developed in the areas of
international management, international organizational behavior, cross-cultural
management, and other emergingdisciplines.

2. Understand the HR challenges of international business and skills required

to face these challenges.

3. Illustrate how inter country differences affect HRM. and Know the global
differences and similarities in HR practices.

4. Gain knowledge of strategic management concepts related to designing and

implementing effective and efficient global human resource management
programs.

MODULE - 1 10 Hours
INTRODUCTION TO GHRM
Reading Material Pedagogy
Definition, reasons for going global, Approaches to GHRM,
P. L. Rao Lecture, Case
Difference between GHRM and Domestic HRM, Reasons forMonir H. Tayeb Studies and
emergence of GHRM, Models of GHRM-Matching model, Assignmen
Harvard Model-Brewester-Bournois Model, Contextual ts through
Model, 5P Model. European Model, Hofstede model, Powerpoint
Trompennar model. Andre Laurent studies. Corporate culture presentatio
ns
models. Growth of international business and globalization,
Emerging trends in international HRM

63
MODULE - 2 20 Hours
INTERNATIONAL STAFFING AND APPRAISAL
Peter J. Dowling. Lecture,
Recruitment, Selection and Staffing in International context:
P. L. Rao Case
International Managers PCN, HCN, TCN, advantages and Studies,
disadvantages of different selection methods, different Projects
approaches to multinational staffing decisions, Recruitment and
methods-using head-hunters, cross-national advertising, e- Assignmen
recruitment; Selection criteria and techniques, use of selection ts through
tests, interviews for international selection, international Powerpoint
staffing issues. presentatio
Performance Management: A conceptual background, ns
Constraints in goal attainment, Factors associated with
individual performance and appraisal – Criteria used for
performance appraisal of international employees – Appraisal
of HCN, performance and appraisal in GHRM appraisal of
expatriate, TCN and HCN employees, issues and challenges in
international performance management, Country- specific
performance management practices, Universal Quality
Standards and HRM
MODULE - 3 10 Hours
TRAINING AND DEVELOPMENT IN INTERNATIONAL CONTEXT
P. L. Rao Lecture,
Current scenario in international training and development,
Peter J. Dowling Case
training & development of international staff, Pre-departure Studies,
training programmes; Cultural awareness programmes; Seminars
Preliminary visits; Mendenhall, Dunbar and Oddou cross- and
cultural training model; cultural integrator- Cultural assimilator Assignmen
Language training; TCN and HCN expatriate training. Re-entry ts through
(repatriation) issues; re-adjustment; Designing a repatriation Powerpoint
programme. Developing staff through international presentatio
assignments; developing international teams through ns
international assignments. Motivation and retention of
executives in global context.
MODULE - 4 10 Hours
INTERNATIONAL COMPENSATION
Forms of compensation and factors that influence P. L. Rao Lecture,
compensation policy, key components of international P. Subba Rao Case
compensation, Approaches to international compensation, Studies and
compensation practices across the countries, social security Assignmen
ts through
systems across the countries, globalcompensation: emerging
Powerpoint
issues. presentatio
ns
MODULE - 5 10 Hours

INTERNATIONAL LABOUR RELATIONS & PRACTICES

64
Key issues-Strategic issues before MNCs/ Employers/ Peter J. Dowling Lecture,
Employees/ Governments. Special issues in GHRM - Women Dr. Nilanjan Case
Expatriates, hiring Repatriate & Expatriate Managers: choices Sengupta Studies and
& dilemmas for MNCs. HRM practices in different countries - Assignmen
ts through
Japan, USA, UK, Australia, Middle East, India and China.
Powerpoint
presentatio
ns

Recommended Readings:
Essential Readings:
1. International Human Resource Management – Peter J. Dowling, Denice E. Welch, Cengage
Learning.
2. International Human resource Management – P. L. Rao, ExcelBooks
3. International Human Resource Management- Dr. NilanjanSengupta, Dr. Mousami S
Bhattacharya, Excel Books
4. International Human Resource Management - Monir H. Tayeb – Oxford University Press -
2005.
5. The Global Challenge - framework for international human resource management, Evans,
Pucik, Barsoux, Tata McGraw-HillIrwin.
6. International Human Resource Management-P.Subba Rao, Himalya Publishing House

Suggested Reading:
1. International Human Resource Management, K Aswathappa, Sadhna Das, McGraw Hill
Companies
2. International Human Resource Management, Tony Edwards, Chris Rees, Person Education
3. International Human Resource Management (Global HRM) by Randall S.Schuler, Dennis
Briscoe and Lisbeth Claus.

65
MARKETING SPECIALIZATION

66
 MARKETING SPECIALISATION

Sl. Name of the Course Code Internal Semester End Exam Total Teaching Credit
Subject Marks Marks Marks Hours per
No. week
International
1 Marketing 126MBA02XXXSCC15T 20 80 100 04 04
Management
Retailing
2 126MBA02XXXSCC16T 20 80 100 04 04
Management
Strategic Brand 126MBA02XXXSCC17T
3 Management 20 80 100 04 04
126MBA02XXXSCC18T
Services
4 Marketing 20 80 100 04 04
Customer 126MBA02XXXSCC19T
5 Relationship 20 80 100 04 04
Management
126MBA02XXXSCC20T
Sales Management
6 20 80 100 04 04
 International Marketing Management
Subject Code: 126MBA02XXXSCC15T Credits: 04
Contact Hours: 60 Hours/ Week: 4
External Marks: 80 Internal Marks: 20
Course Objective: The objective of this course is to enable students to gain knowledge
paradigms in international marketing to gain insights into similarities/differences across
cross-cultural markets and their marketing implications.

Course Outcomes: On successful completion of this course students shall be able to identify
influence of international competition, market segmentation, and strategy decisions specific to
international marketing is learned and understood

Module 1 12 Hours
Introduction to International Marketing
Reading Material Pedagogy
Definition, Meaning and Dimensions of IM
Global Marketing
Drivers and Challenges in IM
Management by
Difference between Domestic and International
Warren Keegan,
Marketing
Pearson Ed
Importance of International Marketing
The Globalization Debate
Theories of Trade: Modern Theory / IPLC
International
Theory / Porter’s NCA Theory
Marketing by Rakesh
Stages of Internationalization of Firms / EPRG
Mohan Joshi, Oxford
Framework
Case studies: Made in India for the World
International
Marketing by Cateora
& Graham, TMH 12th
Edition

Module 2 14 Hours
Understanding the Global Markets
WTO and Global Trade Scenario International Marketing
Regional Economic Integrations by Francis Cherunilam,
(SAPTA,NAFTA,ASEAN,EU): rationale, Himalaya
Opportunities and Challenges
International Market Evaluation (Key
Indicators, Indices, Ranking, Agencies) International Marketing
Methods of Market Entry and Determinants by Rakesh Mohan
Evaluation of Entry Modes (Licensing to FDI) Joshi, Oxford
Meaning, Types and Structure of Distribution
Channels

67
 Sources of International Market Information
and Research (Secondary to Primary)

Module 3 12 Hours
Product and Promotion in International Markets
Process of Product Decision Making International Marketing
Standardization Vs. Adaptation: Forms and by Rakesh Mohan
Evaluation Joshi, Oxford
Core Product and Augmented Product
Product Quality dimensions (measures) International Marketing
Packaging, Labeling and Distribution by Cateora & Graham,
International Advertising and Promotion TMH 12th Edition
Strategies
Global Branding: Selection of Brand
Elements
Case Studies on Global Brands
Module 4 10 Hours
Pricing in International Markets
Meaning and Types of Pricing International Marketing
Determinants of product Pricing by Rakesh Mohan
Terms of Payment Joshi, Oxford
Types of Credit and Trade strategies
Grey Markets and International Marketing
Case study: India’s Medical Tourism story

Module 5 12 Hours
Introduction to India’s International Trade
India’s EXIM Policy (Latest) International Marketing
Export Promotion measures by India by Francis Cherunilam,
DGFT & Institutional Framework for India’s Himalaya
Exports
Export Procedure and Documentation Indian Economy by
Profile of India’s Exports and Imports Ahuja
Emerging Issues in International Marketing.
Cases on the Rise of Indian Multi Nationals

Activities:
68
 1. Visit and Interaction with IMPEX agencies
2. Study on Export Industries and Agencies
3. Research on Potential Global Market for a select Product/Service
4. Research on the market profile of a select Country.
5. Communication with the Trade Promotion Office for a Trade Enquiry

Essential Reading:

1. International Marketing by Rakesh Mohan Joshi, Oxford

2. International Marketing by Cateora & Graham, TMH 12th Edition
3. Global Marketing Management by Warren Keegan, Pearson Ed

Suggested Reading:
1. International Marketing by Francis Cherunilam, Himalaya
2. International Marketing by Onkvist & Shaw, PHI
3. International Marketing by Terpstra & Sarathy, Thompson 8th Ed.
4. International Marketing by Srinivasan R., 2nd Ed, PHI

69
 Retailing Management
Subject Code: 126MBA02XXXSCC16T Credits: 04
Contact Hours: 60 Hours/ Week: 04
External Marks: 80 Internal Marks: 20

1. Course Objective: The objective of this course is to enable students to

understand concept of retailing, retail sector in India and types of retail formats
and trends prevalent in the organized retailing.
2. Course Outcomes: On successful completion of this course students shall be
able to understand the scenario of retailing in India, factors that influencing
retailing customer expectations and the process of retailing is learned.

Module 1 10 Hours

Introduction to retailing – Retailing in India

The Role of Retailer - Retailing (Definition), Role Reading Material Pedagogy
of Retailer in distribution channel, functions
performed by Retailer (Assortment of Products, Retailing
Braking the bulk, Holding inventory, Providing Management – 4e –Discussion
services) Case Study
TMH – Swapna
Indian Retail Market – Market share of
Organized Vs unorganized, Retail Market Pradhan
forecast by MGI, At Kerney, key sectors in
Indian Retail Industry (Food, Apparel, Retail Management –
Consumer Durable, Footwear, Jwellery, Oxfors University
Fashion accessories, Pharmaceutical) Press – Chetan Bajaj,
Drivers of Retail change in India – Population, Nidhi Srivastava,
changing income profiles, diminishing Rajnish Tuli
difference between rural and urban India, the India Retail Industry
rise of self employed, Economic environment, Report by Indian
Rise of women consumers. Brand Equity
Foundation (IBEF)
Career in Retail – Buying & Merchandising,
Marketing, Store Operations, Sales, Finance,
HRM, Technology & Ecommerce, Visual Gobal Retail
Merchandising, Logistics Management Development Index
by AT Kerney

Digital Retail in
2020 – Rewriting
the Rules by AT
Kerney

Retail in the Era of

Connected
Consumer –
70
 Retailers
Association of India
The consumer sector
in 2030: Trends and
questions to
consider – MGI
Report
Module 2 10 Hours
Retail Formats
Traditional Retailing in India – Haat, Mandi, Retailing
Discussion
Mela, Kirana store, Pan-Bidi shops Management – 4e –
TMH – Swapna Retail Store visit
Understanding organized retail formats – Store
Pradhan Minor Report
based Retail formats (Convenience,
supermarkets, hypermarkets, departmental Assignment
stores, category killers, Consumer Retail Management –
cooperatives, off price retailer, warehouse A strategic Approach
clubs, supercenters, wholesale clubs, airport – 3e – Pearson –
Retailing, Cash & Carry wholesaler, Leased Barry Berman, Joel
department) Non store (Catalogue store, direct Evans
selling, Mail order, Tele Shopping, Electronic
shopping, Automated Vending, Kiosks), service
retail

Module 3 08 Hours
Consumer Behavior and Planning in Retailing
The buying process (Need recognition, Retailing
Discussion Case
Information Search, Evaluation, Choice, Visit, Management – 4e – Study Report
Loyalty), Type of buying decisions (Extended TMH – Swapna
problem solving, Limited problem solving, Pradhan
Habitual decision making)
Retailing
Factors influencing retail shoppers – Family, Management – 6e –
reference groups, culture, social class, TMH – Michael
personality, and lifestyle Levy, Barton Weitz,
Ajay Pandit

News paper reports

Module 4 16 Hours
Retail Location
Strategic Retail Planning Process (Define Retailing Discussion
Vision & Mission, situation audit, Identify Management – 4e –
strategic opportunities, establish objectives, TMH – Swapna Guest Lecture
allocation of resources, develop & implement Pradhan
retail mix, evaluation of performance) Assignment

Steps involved in choosing a retail location

(Market identification, determining the market Retail Marketing
potential, Identifying alternatives sites & select Management –
site). Pearson Education –

71
Basics of Retail Merchandising (concept of David Gilberth
merchandising, seven rights of merchandising
(Right product, right quantity, right service, Retailing – 4e -
right place, right appeal, right price, right time). Thomson south
Process of Merchandising planning. The open western – Patrick
to buy Dunne, Robert
Lusch, David Griffith
Merchandise Procurement Process(Identifying
the sources of supply (national, international,
private label), contacting and evaluating sources
Retail store location
of supply, negotiating with vendors, placing the
purchase order, establishing vendor relations, Preference Studies
analyzing vendor performance)

Module 5 16 Hours
Retail Mix & Store Design
Retail Marketing Mix (Product, Price, Place, Retailing
Guest Lecture
Promotion, Presentation, customer Service), Management – 4e –
Retail communication Mix (Advertising, Sales TMH – Swapna Cast Study
Promotions, Public Relation & Publicity, Pradhan Presentation
Personal Selling, POP displays)
Retail Management –
HRM function in Retail (Identifying role in Oxfors University
organization, recruitment & selection, training, Press – Chetan Bajaj,
motivating the employees, evaluation of Nidhi Srivastava,
employee performance), Organization structure Rajnish Tuli
of a retailer store (any organization of student
choice) Latest FDI Policy
related to Retail
Store design (Principles of store design, exterior Industry
store design, interior store design (aesthetics,
space planning, atmospherics, layouts (Grid,
Race track, Free form))

Visual merchandising (Definition, role of VM,

tools used (Colors & textures, Props &fixtures,
Store windows, lighting, Mannequins,
planogram)

Activities:

1. To study the structure of a organized retail store

2. To study the promotional activities adopted by organized retail stores

72
Essential Readings
3. Retailing Management – 4e – TMH – Swapna Pradhan
4. Retailing Management – 6e – TMH – Michael Levy, Barton Weitz, Ajay Pandit
5. Retail Marketing in the Modern Age, Prashant Chaudhary, first edition, SAGE
publications.
6.

Suggested Reading:
1. Retail Management – A strategic Approach – 3e – Pearson –
Barry Berman, Joel Evans
2. Retail Management –Oxford University Press – Chetan Bajaj,
Nidhi Srivastava, RajnishTuli
3. Retail Marketing Management – Pearson Education – David Gilberth
4. Retailing – 4e - Thomson south western – Patrick Dunne, Robert
Lusch, David Griffith

73
 Strategic Brand Management
Subject Code: 126MBA02XXXSCC17T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20
Course Objective: The objective of this course is to enable students to understand the concepts of
brands and various elements of branding.

Course Outcomes: On successful completion of this course students shall be able to

identify brand extension and branding strategies in different sectors.

Module 1 10 Hours

Brand & Brand Management

Reading Material Pedagogy

What is Brand? Brand Vs. Product, Why
do brands matter? (Consumers, Firms), Can 1. Strategic Brand
Discussion
anything be branded? (Goods, Services, Management –
Retailers, distributors, Online services, Pearson- KevinCase Study
People, Organizations, Sports, Arts, Keller, Jacob &Assignment
Entertainment, Locations, properties, Ideas Parameshwaran
& Cause) Branding Challenges and
Opportunities (Savvy customers, Brand
Brand Failure – Mat
Proliferation, Media Fragmentation,
Haig
Increased competition, Increased Cost,
Greater Accountability), The Brand equity
2. Brand
concept
Management-
Benefits of building strong brands
Principles and
(Organizational and customer perspective).
Practices.
Customer brand loyalty levels.
Kirti Dutta
Publisher: Oxford
11th impression
Module 2 Reading Material Pedagogy
Identifying and establishing brand positioning
and value
(10 hours)
Strategic Brand
Brand equity as a bridge, Brand knowledge Discussion Field
Management –
Work
(Making a brand strong), Sources of Brand Pearson- Kevin
Assignment
Keller, Jacob &
equity (Brand Awareness, Brand Image),
Parameshwaran
Steps in brand building (4 steps CBBE
model), Dimensions of Brand Building

74
blocks (Salience, Performance, Imagery,
Judgment, Feelings, Resonance)
Creating customer value (CRM, Customer
Equity, Relationship of Customer Equity &
Brand Equity)
Indentifying and establishing brand
positioning (basic concepts, target market,
nature of competitions, POP &POD),
Positioning Guidelines (defining &
communicating frame of reference,
choosing POD, establishing POP & POD,
updating positioning over time, Core
brand associations, Internal branding, Brand
Audits
Module 3 15 hours

Brand Marketing Programme

Strategic Brand Discussion

Criteria for choosing brand elements
Management –
(Memorability, Meaningfulness, Likability, Quiz
Pearson- Kevin
Transferability, Adaptability,
Keller, Jacob &
Protectability), Options and tactics for
Parameshwaran
brand elements (Brand names (Lendor’s
Brand Name Texonomy, naming mistakes),
Brand Awareness, Brand Associations
(URLs Logos & symbols, Characters,
Slogans, Jingles, Packaging)
Product Strategy (Perceived quality &
Value - Brand intangibles, Value chain,
Pricing Strategy (Consumer price
perceptions, setting prices to build brand
equity, product design & delivery, product
costs)
Module 4 15 hours

Designing & Implementing Brand Strategies

75
Brand Architecture – the brand product Strategic Brand Assignment
matrix, Breath of a branding strategy, depth Management –
Presentation
of branding strategy Pearson- Kevin
Case Study
Brand Hierarchy – building equity at Keller, Jacob &
different hierarchy levels, corporate image Parameshwaran
dimensions
Designing a branding strategy – No of levels
of the brand hierarchy, desired awareness &
image at hierarchy level, linking brand
elements to multiple products,
Using cause marketing to build brand equity
– meaning &advantages of cause marketing,
green marketing.
Brand Extensions – advantages &
disadvantages of brand extensions
Revitalizing brands – expanding brand
awareness, improving brand image, entering
new markets
Module 5 10 hours

Managing Brands Over Time

Reinforcing Brand (Maintaining brand 1. Strategic Brand Case Study
consistency, Protecting sources of brand Management – Discussion
equity, Fortifying versus leveraging and Pearson- Kevin Quiz
Fine tuning the supporting marketing Keller, Jacob &
program). Parameshwaran
Revitalizing Brands (Expanding brand
awareness, Improving brand image, 2. Brand
Entering new markets). Management-
Principles and
Adjustments to the brand portfolio
Practices.
(Migration strategies, Acquiring new
Kirti Dutta
customers, Retiring brands).
Case Studies on : Publisher: Oxford

Maggi, Airtel, LIC and SBI Bank

Activities:
1. Select a brand of your choice and assess the various brand

76
 elements in terms of its effectiveness and benefits to brand.
2. Identify few white goods and study the brand positioning for the same.
Essential Reading

1. Strategic Brand Management – 13e – Pearson –Kevin

Keller, M.G. Parameshwaran, Issac Jacob
2. Brand Management-Principles and Practices-Kirti Dutta-Publisher:
Oxford-11th impression
3. Aaker on Branding: 20 Principles that drive success, David Aaker, SAGE
publications.

Suggested Reading:
1. Product Management - McGraw Hill - Donald R Lehmann and
Russel S Winner
2. Brand management The Indian Context – Vikas Publication - Y L R Moorthi
3. Brand Failure –3e – Kegon – Matt Haig

Services Marketing
Subject Code: 126MBA02XXXSCC18T Credits: 04
Contact Hours: 60 Hours/ Week: 04
External Marks: 80 Internal Marks: 20

Course Objective: The objective of this course is to enable students to enhance skills and
knowledge in dealing effectively with a portfolio of services customers in a business
setting.

Course Outcomes: On successful completion of this course students shall be able to interpret
the concept and characteristics of services marketing and analyzing the employee role
in service design.

Module:1 12 Hours

Introduction to Services
What are Services? Why Services Reading Material Pedagogy
Marketing? Differences in Marketing of Services Marketing- Discussion

77
Tangible Goods versus Services Marketing. Valarie A Zeithmal Case Study
Service Life Cycle, Classification of & Mary Jo Bitner,
Services, Services and Technology - 4/e, TMH,2011
technology in service encounter, emergence
of self service, automation in services, Discussion on Southwest
Airlines& IKEA
Internet services, The Services Marketing
Mix. GAPS Model of Service Quality, (p.28 & p.38, Services

Ethical issues in Services Marketing Marketing - Valeria

Zeitaml,4th Edition)

Discussion on
Indian strategy on
Palace on Wheels

(p.77, Services

Module:2 12 hours

Focus on Customer and Understanding the Requirements

Service expectations, types of expectations, Services Marketing- Discussion

Valarie A Zeithmal &
Factors that influence customer expectations Quiz
Mary Jo Bitner,
of services, Using customer research to Dwayne D. Gremler
and Ajay Pandit
understand customer expectations, Elements
7/e, McGH,2018
in an effective service marketing research
program, Analyzing and interpreting customer
research findings, Using marketing research
information, Upward communication.
Module:3 12 hours

Aligning Service Design and Standards

78
Challenges for service innovation and design, Case Study
Important considerations for service Services Marketing- Assignment
innovation, Stages in service innovation and Valarie A Zeithmal &
Mary Jo Bitner, Minor Report
development, Customer-Defined Service Dwayne D. Gremler
Standards, Services Blueprint, Physical and Ajay Pandit
7/e, McGH,2018
Evidence & Service scope, Measuring and
Improving Service Quality
Module:4 12 Hours

Strategies for Services Marketing

The role of Advertising, Personal Selling and Services Marketing- Discussion

Other Communication, Services Marketing Valarie A Zeithmal Quiz
Triangle, Pricing of Services, Pricing & Mary Jo Bitner,
Strategies, That Link Four Value Definitions, 4/e, TMH,2011
Service
positioning (positioning on the five
dimensions of service quality)
Module:5 12 Hours

Delivering and Performing Services

79
The critical role of service employees, The 1. Services Discussion
Marketing-Valarie
service profit chain, Customer oriented Case Study
A Zeithmal &
service delivery, Customer's Role in Service Mary Jo Bitner, Report
Dwayne D.
Delivery, Strategies for managing Demand
Gremler and Ajay
and Capacity, Strategies for delivering Pandit
7/e, McGH,2018
service quality through people.

2. Services
Marketing-
Valarie A
Zeithmal & Mary
Jo Bitner, 4/e,
TMH,2011

Activities:
1. A mini project on SERQUAL
2. Select a service of your choice and study the 7 Ps
3. Understand the blueprint of existing service organization and suggest an alternate
blueprint after study
Essential
Reading:
1. Services Marketing, Integrating Customer Focus Across the Firm.- Valarie A
Zeithmal & Mary Jo Bitner, Dwayne D. Gremler and Ajay Pandit, 7/e, McGH,2018
2. Services Marketing-Valarie A Zeithmal & Mary Jo Bitner, 5/e, TMH,2011

80
 3. Services Marketing-Christopher Lovelock, Pearson Education, 2004
4. Select a service organization & design service Blue print for improvement.

Suggested Reading:
1. Services Marketing: Operation, Management and Strategy-Kenneth E Clow
&David
L. Kurtz, 2/e, Biztantra, 2007
2. Services Marketing: The Indian Perspective-Ravi Shankar, Excel BOOKS,2006
3. Services Marketing - Rajendra Nargundkar, 3/e, TMH,2010
4. Service Marketing - Jha S. M,HPH

Customer Relationship Management

Subject Code: 126MBA02XXXSCC19T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Objective: The objective of this course is to enable students to understand the
concept of consumer behaviour, its models, identifying importance of personal factors,
attitude, social class and its role in consumer behaviour.

Course Outcomes: On successful completion of this course students shall be able to

examine the models of consumer decision making.

Module 1 13 Hours
Conceptual Foundation of CRM
Introduction to CRM, Meaning of Reading Material Pedagogy
CRM, Definitions, Evolution and Customer Relationship
scope Management –Concepts &
Application by AlokKumar,
Explosion of CRM both in IT & Chhabi Sinha, Rakesh Sharma
Marketing, Enablers for the growth
of CRM, The criticality of

81
customer relationships, Why Customer Relationship
business should adopt CRM Management-A Strategic
Perspective byG.Shainesh,
Purpose and Benefits of CRM, JagdishSheth
Evolution of CRM, Growth of
CRM– Pre-Industrial Age,
Industrial Age, Service Economy
Age and Knowledge Age. CRM,
Marketing & Relationship
marketing, Difference between
Transaction marketing and CRM by G.Shainesh,
customer relationship marketing, JagdishSheth,
Types of CRM ( Operational, CRM by AlokKumar, Chhabi
Collaborative and Analytical) Sinha, Rakesh Sharma
,Customer Segmentation
reexamined, Types of Customers & CRM by Shraddha Bhome and
Relationship styles, Loyalty as a DR. AmarpreetGhura
basis of Segmentation,

Customer modelling and its

Aspects

Module 2 12 Hours

Building and Managing Customer Relationship

Building Customer Relationship - Customer Relationship
Relationship building as a process- Management-A Strategic
IDIC framework, The ladder of Perspective byG.Shainesh,
loyalty, Bonding for customer JagdishSheth
relations- four levels of bonding,
Loyalty program, Zero customer
defections, CRM framework.
Customer Relationship
Economics of CRM-CRM Cost – Management-A Strategic
Benefit Analysis, Market Share V/s Perspective byG.Shainesh,
Share of customer ,Customer JagdishSheth
Lifetime Value (CLTV) - meaning
and measurement.
Customer Relationship
Customer Value –Concept and Management –Concepts &
Characteristics, Types of Customer Application by AlokKumar,
Value , Customer Value Co- Chhabi Sinha, Rakesh Sharma
creation.

Module 3 13 Hours

82
 Managing Customer Lifecycle

Managing Customer Relationship- Customer Relationship

Key principles of relationship Management –Concepts &
management, Managing Customer Application by AlokKumar,
Lifecycle. Techniques and Chhabi Sinha, Rakesh Sharma
applications to manage
relationships

Customer acquisition stage: Customer Relationship

prospecting, key performance Management- Concepts and
indicators of acquisition Technologies by Francis Buttle
programmes, operational CRM 2nd Edition, Elsevier
tools that help acquisition, support
from CRM analytics.

Customer retention and

Development stages: Strategies for
customer relation, KPI of retention
programmes, Customer
development strategies ( Up selling
and Cross selling)
Customer Relationship
Customer termination stage:
Management by Roger Baran,
Strategies for terminating customer Robert Galka, Daniel Strunk,
relationships Cengage Learning
Marketing Strategy and CRM:
Understanding key constructs in
the customer company profit chain.

Module 4 12 Hours
Technology for Customer Relationship
CRM Architecture - IT and CRM, Customer Relationship
Customer profiling using Data Management –Concepts &
mining. Application by AlokKumar,
Contact Center Technology Chhabi Sinha, Rakesh Sharma
(IVR, CTI, ACD), Customer
Complaint Management
Technology, Front Desk
Management Technology, E-
CRM, Features of e-CRM Customer Relationship
Management- Concepts and
Introduction to Sales Force
Technologies by Francis Buttle
Management, Marketing
2nd Edition, Elsevier
Automation & Service
automation:

(Introduction, Functionalities
and benefits)

83
Module 5 10 Hours
CRM Implementation, Measurement
Framework for building CRM
strategy (Eight building blocks of
CRM), Voice of customer: Customer Relationship
Ensuring alignment of CRM. Management –Concepts &
Application by AlokKumar,
CRM Measurement: What needs to Chhabi Sinha, Rakesh Sharma
be measured , CRM Metrics

Loyalty programs an assessment,

Three approaches in KPI
development, Customer score card, Customer Relationship
Customer value index, Management by Roger Baran,
Robert Galka, Daniel Strunk,
Company 3E Measures: Measuring Cengage Learning
company Efficiency, Effectiveness Customer Relationship
and Employee Behaviour, Management –Concepts &
Application by AlokKumar,
Introduction to Customer
Chhabi Sinha, Rakesh Sharma
Experience Management:
Psychological and Behavioural
principles.

Activities:

1. Students can be asked to study the effectiveness of Loyalty programs, on customer retention.
2. Students can take up projects to understand the CRM practices of various companies and
its impact on building relations with the customers.

Essential Reading

1. Customer Relationship Management- Concepts and Applications by Alok Kumar, Chhabi

Sinha Rakesh Sharma, Biztantra
2. Customer Relationship Management -A Strategic Perspective, by G Shainesh and
JagdishSheth, Published by Macmillan India ltd
3. Customer Relationship Management- Concepts and Technologies byFrancis Buttle 2nd
Edition, Elsevier
4. Customer Relationship Management by Roger Baran, Robert Galka, Daniel Strunk,
Cengage Learning

References

1. Alok Kumar Rai, Customer Relationship Management- Concepts and Cases. PHI.
2. Shraddha M. Bhome, Dr. Amarpreet Singh Ghura, Customer Relationship Management.
International Book house Pvt Ltd.
3. William, G. Zikmund, Raymund McLeod Jr.; Faye W. Gilbert, Customer Relationships
Management. Wiley.
4. Alex Berson, Stephen Smith, Kurt Thearling, Building Data Mining Applications for
CRM. Tata McGraw Hill.

84
5. Mohammed, H. Peeru and a Sagadevan, Customer Relationship Management. Vikas
Publishing House, Delhi.
6. Paul Greenberge, CRM-Essential Customer Strategies for the 21st Century. Tata McGraw
Hill.

85
 Sales Management
Subject Code: 126MBA02XXXSCC20T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20
Objectives:
1. To introduce the basic concepts of Sales management
2. To understand sales environment

Expected Outcome:
The students acquire necessary selling skills and knowledge of sales.

Module 1 16 hours

Introduction Sales managements, Concepts and Theories

Evolution of sales management, Importance of Sales Management, Reading Material Pedagogy
Nature and Roles of Sales management, Types of Personal Selling Sales and
(Industrial, Retail and Services), Types of Selling (Order Takers, Distribution
Order Creators and Order Getters), Differences between Selling and Management
Marketing, Tapan K. Panda &
Environmental changes affecting Sales management: Shorter product Sunil Sahade
life cycle, Complex sales cycle, Reduced customer loyalty,
Intense competition among manufacturing companies, Rising
customer expectations, Increase Buyer Expertise and Electronic Sales Management
revolution in Communication. Richard Still,
Buyer Seller Dyads, Theories of Personal Selling AIDAS Theory and Edward Cundiff &
Buying formula theory of Selling. Norman Govoni
Module 2 14 Hours

Selling process and Forecasting

Personal selling process (diagram with stages), Prospecting Process Sales Management
and Method of Prospecting, Sales presentation Methods (Canned, Richard Still,
Organized, Tailored). Methods of handling customer objections, Edward Cundiff &
Methods of closing the sale. Norman Govoni
Market Potential, Sales potential, Sales forecast Forecasting Market
Demand (Display and explanations of Market demand curve).
Importance of Forecasting, Process of forecasting.
Methods in Sales forecasting Qualitative methods (Expert opinion, Sales and
Survey of Buyers expectation, Sales force composite, Delphi Distribution
technique and Historical Analogy)and Quantitative methods (Test Management
marketing, Naive method, Trend method, Moving Average, Tapan K. Panda &
Regression and Exponential) Sunil Sahade
Difficulties associated with forecasting: Lack of Adequate sales history,
Lack of time, money and qualified personnel, Changing customer
attitudes fashions and fads.
Module 3 12 Hours
Sales Organization and Sales territory
Role of Sales force organization, Bases for designing a sales Sales and
organization, Types of sales force structure product based, Distribution
geographic based and customer based. Management
Tapan K. Panda &
Sales territory: Purpose, Allocation and Designing a sales territory, Sunil Sahade
Criteria and starting point, Methods of Territory design: Build up,
Break down and Incremental method. Operating the territory Sales Management

86
management system: Routing Patterns (Clover leaf, Hopscotch, Richard Still,
Straight line, Circle and Wedge). Edward Cundiff &
Norman Govoni
Module 4 12hours

Sales Quota management and Formulating Personal Selling strategy

Concept of Sales quota, Procedure for quota setting, Types of Sales and
Sales quota Sales volume, Sales Budget, Sales Activity and Distribution
Combination quota. Methods of setting Sales quota: Based on Management
Sales forecast and Potential, Based on Past sales or Experience, Tapan K. Panda &
Based on Executive judgment, Based on Salespeople judgment Sunil Sahade
and Based on Compensation.
Personal selling strategy with respect to Monopolistic competition, Sales Management
Oligopolistic Competition and No direct competition. Richard Still,
Product Market Analysis Product specialist, Market specialist Edward Cundiff &
and Product/Market specialist with the grid diagram and an Norman Govoni
example of a product.
Introduction to negotiation & Negotiation Process
Module 5 6 Hours

Sales personnel Recruitment, Training, Compensation and Motivation

Criteria used for selecting sales Personnel, Mental Aptitude Sales and
dimensions (Mental alertness, Business terms and memory recall Distribution
aptitude, Communication skills, Numerical Ability, Mechanical Management
interest) and Personality dimensions (Honesty or Character Tapan K. Panda &
strength, Sociability, Cynicism, High energy levels, Dominance, Sunil Sahade
Competitiveness, Emotional Maturity, Work Habits, Work
Motivation)
Compensation Objectives, Types of Compensation Plans Sales Management
(Financial- Straight salary, Straight commission, Bonus plus Richard Still,
Incentive, Salary plus incentive. &Non-Financial Promotions, Edward Cundiff &
Recognition Programes, Fringe benefits, Expense accounts, Perks) Norman Govoni
Factors influencing the motivation of a sales person
Personal factors, Environmental conditions and Organizational
policies.

Activities:
1. Visit any milk factory and study how they route their milk van
2. Identify your Newspaper boy s circulation route
3. Choosing and selling a product on the streets individually

Essential
Reading:
1. Sales and Distribution Management Tapan K. Panda & Sunil Sahade, 2/e, Oxford
2. Sales Management Richard Still, Edward Cundiff & Norman Govoni, Pearson,
5/e
Suggested Reading:
1. Sales Management Stanton, McGraw Hill
2. Sales & Distribution Management Krishna Havalda r&Vasant Cavale. 2/e,
McGraw Hill

87
Forth Semester

88
 MBA IV SEMESTER
Sl. No Name of the subject Course Code Interna l Semester Total Teaching Hours Credit
Marks End Exam Marks Per Week
Marks
Core Management Subject Papers
1 Management control 126MBA02XXXCMC12T 20 80 100 04 04
system
Entrepreneurship development 126MBA02XXXCMC13T
2 and Project management 20 80 100 04 04
Soft Core/Specialisation/ Optional*
3 A student has to choose 3 papers which accumulates to 12 credits of specialisation subjects*. 12
Open Elective Course (OEC)
4 Internship Project 20 80 100 04 04
Project Work
Total 24

Skill Development Series - IV

Sl. No Name of the subject Course Code Internal External Total Teaching Credit
Assessment Marks Assessment Marks Marks Hours Per
Week

1 Studies in Indian 126MBA02XXXSDC04T 10 40 50 2 NA

Values and
Management
 Core Management Subject Papers
MANAGEMENT CONTROL SYSTEM
Subject Code: 126MBA02XXXCMC12T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20
Objectives
1. To explain their relevance to micro operations at the unit level management.
2. To introduce macro level canvas of Management Control to the management students.
Expected Outcome:

1. A multi-dimensional (CEO’s) perspective to understand Control & focus.

Module 1 5 Hours
Introduction to MCS
Basic Concepts, Goals, Strategies, Key- Reading Material Pedagogy
Robert N. Anthony and Classroom
variables in Management Control
Vijay Govindarajan: discussion and
Systems, Control characteristics in
Management Control Assignment
Business activities. Management by
Systems Tata Mc Graw
Objectives - with emphasis on all
Hill Publishing Company
functional areas in an organization,
Ltd., New Delhi- 8/e
Analysis for effective feedback.
Module 2 15 Hours
Responsibility centers
Responsibility Center Concept - Types Robert N. Anthony and Classroom
of Responsibility Centers. Evolution of Vijay Govindarajan: discussion,
various models of Responsibility Management Control Assignment and
Centers, Cost Centers. Profit Center with Systems Tata Mc Graw Numerical
special reference to Transfer Pricing Hill Publishing Company Exercises
Problems. Investment Center with Ltd., New Delhi- 8/e
special reference to Problem on
measurement of Investment, Importance
of Behavioral Aspects of Management
Control
Module 3 20 Hours
Budgetary control system
Budgetary Control System - Types of Cost & Management Classroom
accounting- M. N. Arora
Budget, Zero Based Budgeting, discussion
Performance Budgeting, Flexible Assignment, and
Budgets, Special Problems related to Numerical
Behavioral Aspects. (Participation, Exercises

89
Procedure,
Authorization, System and Manual)
Standard Costing and Variance
Analysis(Labor & Material Variance):
Need for setting standards-development
of standards for material and labor costs-
variance analysis– breakup of material
and labor cost variances
Ideal Reporting System - Budget
Reporting. Estimation in Reporting,
Financial Reporting, Project Reporting,
difficulties in Reporting, Nature of
Economic Reporting.
Module 4 10 Hours
Financial control in NGOs NPOs
Financial Control and Reporting in Non- Robert N. Anthony and Classroom
Profit and Non-Government Vijay Govindarajan: discussion and
Organizations, Multi-National Management Control Assignment
Organizations and Service Systems Tata Mc Graw
Organizations, Scope, Characteristics, Hill Publishing Company
Non-Monetary Output Measurement Ltd., New Delhi- 8/e,
Pradip Kumar Sinha,
Mgmt Control System
Module 5 10 Hours
Management Control of Projects
Management Control of Projects: Nature, Robert N. Anthony and Classroom
Planning, execution and evaluation. Vijay Govindarajan: discussion and
Management Control Assignment
Systems Tata Mc Graw
Hill Publishing Company
Ltd., New Delhi- 8/e,
Pradip Kumar Sinha,
Mgmt Control System

Essential Reading:

1. Robert N. Anthony and Vijay Govindarajan: Management Control Systems, Tata Mc

Graw Hill Publishing Company Ltd., New Delhi- 8/e.

90
 2. P. Saravanavel – Management Control Systems, Himalaya Publishing House.

Suggested reading:
1. Pradip Kumar Sinha, Mgmt Control System - a Managerial Emphasis. Excel Books
Publication.

2. Ravindra Vadapalli, Management Control System, Excel Books

3. Cost & Management accounting- M. N. Arora

Additional Reading:
1. Case study on MCS

91
 Entrepreneurship Development and Project Management
Subject Code: 126MBA02XXXCMC13T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Objectives:

1. To understand the role of entrepreneurship in socio-economic transformation.

2. To introduce the students to the project planning & analysis & help them to analyze
project feasibility.

Expected Outcomes:
1. To be able write a Business Plan & Detailed Project Report (DPR)

Module 1 15 Hours
Introduction to Entrepreneurship
Concept and Evolution of Entrepreneurship, Role and Poornima Charantimath,
Importance of Entrepreneurship in economic Entrepreneurship
development, Entrepreneurship as a Career, development and
Entrepreneurial Competencies, Types of small Business
Entrepreneurs, Factors affecting Entrepreneurship Enterprise -3/e
Development, Entrepreneurial Environment Pearson, 2019.
(Global and Domestic), Effectual Entrepreneurship
and EDP
Module 2 10 Hours
Establishing a Venture
Business Idea and Opportunity, SWOT analysis, Idea Poornima Charantimath,
Generation and Idea Lab, Identification of Entrepreneurship
Business Opportunity and Business Opportunities development and
in India, Design thinking and Business model small Business
canvas, Steps in setting up and Enterprise Enterprise -3/e
Pearson, 2019.

Module 3 15 Hours
Project Planning, Analysis & Selection
Project life cycle, classification of project, capital Prasanna Chandra,
Investments, phases of capital budgeting, facets of Projects: Planning,
project analysis: market analysis, technical Analysis,
analysis, financial analysis, economic & ecological Selection,
analysis. Project feasibility study, Resource Financing,
allocation, Project selection: PBP, ARR, NPV, Implementation &
IRR, BCR, The Cost of capital (numerical Review-8/e, Mc
exercises). Graw Hill, 2017.

Module 4. 10 Hours
Project Financing, Implementation & Review
Financing of Projects, Debt, Angel, Mudra, Venture Prasanna Chandra,
capital and Private equity, Project management, Projects: Planning,
Network techniques for Project Management, Analysis,

92
Project Scheduling, Network techniques, PERT & Selection,
CPM, (numerical exercises), Preparation of Financing,
Business Plan & Detailed Project Report. Implementation &
Review-8/e, Mc
Graw Hill, 2017.

Module 5 10 Hours
Institutional Support for Entrepreneurship Development
State Level and Central Level Institutions like: Poornima
DIC, TCO, SIDBI, IDBI, CEDOC, Standup India, Charantimath,
Startup India, Make In India, EDII, Financial Entrepreneurship
institutions, Discussion on Successful, failed. development and
Sickness in enterprises, Turnaround small Business
Entrepreneurial Venture Enterprise -3/e
Pearson, 2019.

Essential Reading:

3. Poornima Charantimath, Entrepreneurship development and small Business

Enterprise -3/e Pearson, 2019.
4. Prasanna Chandra, Projects: Planning, Analysis, Selection, Financing, Implementation
& Review-8/e, Mc Graw Hill, 2017.
Suggested Reading:

4. Robert Hisrich, et.al., Entrepreneurship- 9/e Mc Graw Hill Education, 2014

5. R Panneerselvam & P Senthilkumar, Project Management, Eastern Economy Edition,
PHI, 2009
6. S Choudhury, Project Management, TMH, 2008.

93
 Skill Development Series – IV

STUDIES IN INDIAN VALUES AND MANAGEMENT

Subject Code: 126MBA02XXXSDC04T
Contact Hours: 30 Hours/ Week:02
External Marks: 40 Internal Marks: 10

Objective:

1. To provide the students a glimpse into the wealth of Indian Values & it’s relevance in
Management.

2. To help students develop a holistic perspective towards learning and living

3. To enable an understanding of the concept of unity of mankind.

Expected Outcome
1. Students shall understand and appreciate the core values of humanity and
evolves as better citizens
Module 1 10 hours

Introduction to Values: Indian Values, Global Values, Corporate Values

Indian Values: Empathy, Sensitivity, Tradition, Peace, Humility, Economy, Sacrifice,
Patriotism, Spirituality, & Respect
Corporate Values: Achievement, Independence, Corporate Social Responsibility, Trust,
Appreciation, Agree to Disagree, Adaptability, Commitment, Harmony, & Excellence
Global Values: Health, Environment, Freedom, Equality, Fraternity, Diversity, Happiness,
Unity, Honesty, & Humanity
Module 2 10 hours
Comparative study of Traditional and Modern Management ethos, Eternal

Indian/Universal values: Patriotism (Art/Dance/Music/Dress/Food/etc), Work is Worship

(May1/Professionalism/etc),Empathy/Sensitivity/Flexibility,Sacrifice,Social Commitment

(Society, Environment)
Module 3 10 hours

Spirituality and the Unity of thought: Important Commandments of Major religions of India
(Hinduism, Islam, Christianity, Buddhism, Jainism). Management lessons from the works
and thoughts: Learning from Works and Thoughts of Chanakya, Lord Basaveshwara, Mahavira,
Gautama Buddha, Swami Vivekananda, Mahatma Gandhi, Dr. B.R. Ambedkar, APJ
Abdul Kalam, Mother Teresa and JRD Tata. Concepts and Application. (any three to be selected)

94
Activities:
1. Quiz
2. Celebrating Festivities
3. Common Feasts
4. Cultural days
5. Sharing Experiences
6. Guest lectures
7. Yoga/ Meditation
8. Failure stories (learning from failures)
9. Identify a role model
10. Role Plays/Skits
11. Defend a friend/invite criticism/Face the truth
12. Recording/Documenting/Presenting hidden stories of success
13. 1 day for the Nation/Society/Friends/Institution/etc.
14. Book/Movie/Prayer/Symbols/ Review
15. 1 day with Orphans/elders/HIV/etc
16. Visit to a farm/Village/wilderness/etc.
Recommended Readings:

1. Devdutt Patnaik – Business Sutras, other books, Ted talks, etc.

2. Chinmaya Mission Publications
3. Swami Sukhabodhananda’s Books, Videos and Audio.
4. Rama Krishna Mission Ashrama Publications
5. Swami Vivekananda’s Works
6. Gurudev Ranade Mandir Publications
7. Speaking Tree (Times of India Columns/Collected Volume)
8. Panchatantra
9. Akbar – Birbal/ Tenali Rama / Raja Bhoj stories
10. C Rajagopalachari’s works (Mahabharatha, Ramayana)
11. Biographies of Importance
12. Bhavan’s Journal
13. Bharathiya Vidya Bhavan Publication
14. Good to Great by Jim Collins / Seagull by Livingstone
15. Robin Sharma / Shiv Khera / Deepak Chopra / others
16. R Nandagopal and Ajit Shankar’s Ethos in Management

Evaluation:

1. Internal Assessment: (10 Marks)

Class Participation, Presentations, Story Telling, & Assignments

2. External Assessment: (40 Marks)

a. MCQs (20 Marks)

b. Project (10 marks)

c. Viva (10 marks)

95
FINANCE SPECIALIZATION

96
 FINANCE SPECIALIZATION

Sl. Name of the Subject Course Code Internal Semester End Total Teaching Hours Credit
Marks Exam Marks Marks Per Week
No.
Corporate Financial
1 126MBA02XXXSCC21T 20 80 100 04 04
Restructuring
126MBA02XXXSCC22T
Insurance Management
2 20 80 100 04 04
International Financial 126MBA02XXXSCC23T
3 Management 20 80 100 04 04
Management of Mutual
4 126MBA02XXXSCC24T 20 80 100 04 04
Funds
Merchant Banking & Financial
5 126MBA02XXXSCC25T 20 80 100 04 04
Services
 CORPORATE FINANCIAL RESTRUCTURING
Subject Code: 126MBA02XXXSCC21T Credits: 04
Contact Hours: 60 Hours/ Week: 04
External Marks: 80 Internal Marks: 20

This course has been designed to enable students to understand how corporate entities can be
financially restructured to promote growth and how the Legal Framework facilitates the
process of Corporate Financial Restructuring.

COURSE OBJECTIVES:

1. To give complete exposure to various means and ways of corporate financial restructuring.

2. To help students to understand legal framework & process of corporate financial

restructuring.

EXPECTED OUTCOME:

1. The students were expected to master the art of Financial Restructuring

Module 1 12 Hours
Introduction to Corporate Financial Restructuring
Reading Material Pedagogy
Concept; Corporate Financial Restructuring in India;
Mergers, Acquisitions Classroom
Corporate Financial Restructuring as Business Strategy; and Corporate Teaching
Objectives; Need Restructuring by
Patrick A. Gaughan,
Wiley
Module 2 12 Hours
Merger Types and Regulation
Value Creation from
Merger : Concept; Types; Motives Behind Mergers; Classroom
Mergers &
Synergy; Horizontal, Vertical andConglomerate Mergers; Acquisitions by Sudi Teaching,
Cost of Merger; Methods of Mergers; Economic, Sudarsanam Case Study
Financial & Taxation aspects of Mergers; Funding the on various
Merger; Merger Process; Valuation of Shares and Mergers, Restructuring merger
Business : DCF Method, Relative Valuation – Valuation & Corporate Control combinations
of Operating & Financial Synergy – Valuing Corporate by F Weston, Kwang S
C, Susan E H
Control – Valuation of LBO; Measuring Post-Merger
Efficiency; Legal Framework & Mergers : Companies Act Valuation for Mergers
2013, Indian Income Tax Act 1961, SEBI Takeover Code, Buyouts &
Competition Act, Listing Agreement, SEBI (Substantial Restructuring by Arzak
Acquisitions & Takeovers) Regulations 2011
Module 3 12 Hours
Tools of Corporate Financial Restructuring
Company Law & Classroom
Practice – Taxmann Teaching,
Buyback of Shares : Concept; Reasons; Methods; Legal
Presentations
Framework & Buyback : Companies Act 2013, SEBI Mergers, Acquisitions and
and Corporate Assignment
Buyback Regulations, Accounting Requirements; Share
Restructuring by
Buyback scenario in India, Disinvestment : Concept; Patrick A. Gaughan,
98
 Reasons; Methods : Offer for Sale to Public at a Fixed Wiley
Price
Merger, Acquisitions &
Corporate
& Offer for Sale to Public through Book Building;
Restructuring by
International Offering; Private Placement; Auction; Sale Chandrasekhar K
through Demerger / Spinning Off – Methodology (Each &Viswanathan. S.R

Method) including Valuation; Legal Framework &

Disinvestment : Companies Act 2013, SEBI Take-Over
Code, RBI Regulations, FIPB Clearance, Disclosure
Requirements, Accounting & Listing Requirements;-
Disinvestment Scenario in India

Module 4 12 Hours
ESOP, ESPP, Companies Act 2013 and Income Tax Issues
Tools of Corporate Financial Restructuring – Part III Company Law & Classroom
Practice – Taxmann Teaching,
Employees Stock Option Plan : Concept; Reasons; Types
Presentations
: ESOS, ESPP, Compensation Plans, Incentive Plans, Mergers, Acquisitions and
and Corporate Assignment
Stock Appreciation Rights, Phantom ESOPs etc.; Issue
Restructuring by
Procedure; Legal Framework & ESOP: SEBI (ESOS & Patrick A. Gaughan,
Wiley
ESPS) Guidelines, Companies Act 2013, Income Tax
Issues
Repayment of Loans, Repaying Deposits to Public &
Redemption of Debentures: Timing & Quantum Decision;
Reasons; Procedure; Legal Framework; Income Tax
Issues

Module 5 12 Hours
Raising Additional Funds through various Instruments
Mergers, Acquisitions Classroom
Raising Additional Fund through New Issue of Equity,
and Corporate Teaching,
Debentures, ADR & GDR : Timing & Quantum Decision, Restructuring by Assignment
Patrick A. Gaughan, and Case
Cost of Issue, Procedure, Impact on Stakeholder &
Wiley Study
Measurement, Legal Framework
Mergers, Restructuring
& Corporate Control
by F Weston, Kwang S
C, Susan E H

99
Recommended Reading:

Essential Reading:

1. Mergers, Acquisitions and Corporate Restructuring by Patrick A. Gaughan, Wiley

Suggested Reading:

1. Mergers, Restructuring & Corporate Control by F Weston, Kwang S C, Susan E H, Pearson

Education

2. Corporate Finance -Theory & Practice by AshwathDamodaran, John Wiley & Sons

3. Company Law & Practice – Taxmann and Students Guides to I.T. Act 1969

4. Value Creation from Mergers & Acquisitions by Sudi Sudarsanam, Pearson Education

5. Valuation for Mergers Buyouts & Restructuring by Arzak, Wiley India (P) Ltd.

6. Merger, Acquisitions & Corporate Restructuring by Chandrashekar K &Vishwanath. S.R,

Sage Publication

7. Takeovers, Restructuring & Corporate Governance by Weston, Mitchel &Mulherin,

Pearson Education

8. Corporate Growth through Mergers & Acquisitions by Shiv Ramu, Response Books

9. Mergers acquisitions and Business valuation by RavindharVadapalli, Excel books

10. Mergers, Restructuring and Corporate Control by Weston Et Al., Prentice-Hall

11. Corporate Restructuring by John J. McConnell and David J. Denis, Edward Elgar
Publishing

12. Valuation, Mergers, Buyouts and Restructuring by Enrique Arzac, wileyindia

13. Corporate Restructuring: Lessons from Experience by Michael P & William S, World
Bank Publication

100
 INSURANCE MANAGEMENT
Subject Code: 126MBA02XXXSCC22T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

This course has been designed for students aspiring for a career in Insurance Sector. The course is
also aimed at acquainting the students with knowledge of insurance.

COURSE OBJECTIVES:

1. To give complete exposure to products and services offered by insurance players.

2.To help students to understand working of insurance sector in the competitive environment.

EXPECTED OUTCOME:

1. Building strong fundamentals in the concept of Insurance and its Management

Module 1 12 Hours
Concept of Insurance & Risk Management

Reading Material Pedagogy

Concept; How Insurance functions; Insurance Act,1938;
Insurance Products” Course Classroom
Insurance Regulatory & Development Authority Act;
Material of Indian Institute Teaching,
The role of Lloyds; Contract Terminology; of Banking & Guest
Finance, Lecture by
Fundamental Principles; Elements of Valid Insurance
Manager of
Contract; Common Clauses & Sections in an Insurance Published by- Taxman Insurance
Publications Pvt. Ltd. Company
Contract; Insurance Organization Structure &
Functions; IRDA; Risk Management : Concept, Types,
Risk Management, Stages of Risk Management
Indian insurance Market
– Reforms and Development.
Module 2 12 Hours
Life Insurance
Concept; Principles; Financial Planning; Types of Life “Fundamentals of
Comparison of
Insurance” Life
Insurance Policies; Life Insurance Premium & Tax
Published by Insurance Insurance
Benefits Institute of India, Mumbai. Policies of
Public and
“Insurance Products” Course Private
Material of Indian Institute Insurance
of Banking & Companies
Finance, Published by-
Taxman Publications Pvt.
Ltd.
Module 3 12 Hours

101
 General Insurance
“Insurance Products” Classroom
Concept; Classification: Life Insurance & Non-Life
Course Material of Indian Teaching,
Insurance : Property Insurance, Fire Insurance, Marine Institute of Banking & Mini Project
Finance, on General
Insurance, Motor Insurance, Burglary Insurance,
Published by- Taxman, Insurance
Money Insurance (Concept, Clauses, Risk Coverage & New Delhi
Market Players)

Module 4 12 Hours
Personal and Liability Insurance
Personal Insurance : Mediclaim Policies; Group “Elements of Banking Classroom
and Insurance” by Jyotsna Teaching
Mediclaim Policy; Personal Accident Insurance;
Sethi&Nishwan Bhatia and
Liability Insurance: Employers Liability Insurance; Published by- PHI Assignment
Learning Private Limited,
Public Liability Insurance; Professional Indemnity
Delhi
Insurance;- Product Liability Insurance (Concept,
Clauses, Risk Coverage & Market Players); ESIC

Module 5 12 Hours
Insurance Intermediaries & Customer Protection
Elements of Banking and Classroom
Individual Agent; Corporate Agent; Code of Conduct;
Insurance” by Jyotsna Teaching
Broking Regulations; Insurance Pricing; Asymmetric Sethi&Nishwan Bhatia and IRDA
Published by- PHI Certification
Information/Moral Hazard/Adverse Selection; National
Learning Private Limited,
Insurance Academy; Institute of Actuaries of India Delhi
www. irdai.gov.in
(IAI); Ombudsmen; Integrated Grievance Management
www.iiisla.co.in
System [IGMS]; Insurance Information Bureau; Indian http://www.actuariesindia.org/
http://niapune.org.in/
Institute of Insurance Surveyors & Loss Assessors;
LokAdalat&JaldRahatYojana; Coinsurance;
Reinsurance; Hit and Run Cases; Insurance
Advertisements & Disclosure Regulations, 2000;
Protection of Policy Holders Interest Regulations, 2002;
Third Party Administrators (TTPA);

Essential Reading:

1. Insurance Products and Services, IIBF, Taxman

Publications

102
Suggested Reading:

1. Fundamentals of Insurance – Study Course CPAIM-BL-01, Insurance Institute of India

2. Agency Management – Study Course CPAIM-IL03, Insurance Institute of India.

3. Indian Insurance Industry – Study Course CPAIM-IL04, Insurance Institute of India.

4. Practice of Life Insurance, Study Course, IC-10, Insurance Institute of India

5. Practice of General Insurance, Study Course, IC-11, Insurance Institute of India

6. Health Insurance, Study Course IC-27, Insurance Institute of India.

7. Insurance: Principles and Practice, M.N Mishra, S.B Mishra, Sultan Chand & Sons

8. Fundamentals of Life Insurance: Theories and Practice by Kaninika Mishra, PHI learning

9. Insurance: Theory and Practice by Nalini Tripathy & Prabir Pal, PHI learning

10. General Insurance: Principles & Practice by Thomas G E and K C Mishra, Cengage
learning.

11. Principles and Practice of Life Insurance, G Krishnaswamy, Excel books

12. Principles of Risk Management and Insurance by Rejda George, Pearson Education

103
 INTERNATIONAL FINANCIAL MANAGEMENT
Subject Code: 126MBA02XXXSCC23T Credits: 04
Contact Hours: 60 Hours/ Week: 04
External Marks: 80 Internal Marks: 20

The present course aims at familiarizing the students with various aspects of macro & micro
international financial concepts influencing business organization. This will help them in
gaining a deeper understanding of the international financial environment

COURSE OBJECTIVES:

1. To provide an understanding of the international economic and financial environment

2. To describe foreign exchange exposure measurement and management.

3. To offer an understanding of the financial management aspects of the MNC

EXPECTED OUTCOME:

1. The student shall be able to understand the concept of international finance, tools and its
implication on business organization.

Module 1 12 Hours
Introduction To IFM
Overview; Importance; Nature & Scope; Theories of International Reading Material Pedagogy
Business; International Business Methods; Capital Flow &International Finance Classroom
Management - Eun& Teaching
Flight; Fundamentals Balance of Payments (BoP);
Resnick and
Accounting Components of BOP; Factors Affecting Discussion
International Finance on BoP-
International Trade Flows; Agencies that facilitate
Management, T. from RBI
International Flows; BoP Equilibrium & Disequilibrium; Siddaiah, Parson Website
Trade Deficits; Capital Account Convertibility; Problems on
BoP; Indian BoP Trends

Module 2 08 Hours
International Monetary System
Evolution; Economic and Monetary Union; IMF; World Bank; International Finance Classroom
ADB Management - Eun& Teaching
Resnick

Module 3 14 Hours
104
 International Financial Markets and Instruments
Foreign Portfolio Investment; International Bond & Equity International Finance Classroom
Management - Eun& Teaching,
Market; GDR, ADR, IDR, Cross listing of Shares; Global
Resnick Assignment,
Registered Shares; International Financial Instruments: Case Study
International Financial on Issue and
Foreign Bonds
Management, Jeff Management
& Eurobonds, Global Bonds. Floating Rate Notes, Zero Madura of ADR,
GDR, IDR.
Coupon Bonds; International Money Markets; Financing of
International Financial
Foreign Trade; Payment Methods for International Trade; Management, Apte
Prepayment; Letters of Credit; Drafts; Consignment; Open
Account. etc.

Module 4 14 Hours
Exchange Rates
Measuring Exchange Rate Movements; Factors influencing International Finance Classroom
Management - Eun& Teaching,
Exchange Rates; Government influence on Exchange Rates;
Resnick Group
Exchange Rate System; Managing Foreign Exchange Risk; Assignment,
NISM
International Arbitrage & Interest Rate Parity; Relationship International Finance, Certification
between Inflation, Interest & Exchange Rates; Transaction Theory & Practice, V.A. on Currency
Avadhani Derivatives
Exposure; Translation and Economic Exposure
Module

Module 5 12 Hours
International Capital Budgeting
Concepts & Evaluation of a Project; International Capital Discussion
International Finance and Case
Structure & Cost of Capital; International Financing: Equity,
Management - Eun& Study
Bond Financing, Parallel Loans; International Cash Mgt.; Resnick
International Finance
Accounts Receivable Mgt.; Inventory Mgt.
Management, T.
Siddaiah, Parson
Multinational Financial
Management, Alan C.
Shapiro, John Wiley

Activities:

1. Students must study the BoP Statistics of India for the last five year & present the analysis
in the class.

2. Students can carry out a survey of Exporters and report the foreign exchange risk
management practices adopted by them.

3. Students can study the impact of exchange rate movement on the firm profitability

105
4. Students can predict exchange rates using technical analysis and find arbitrage
opportunities using newspaper quotes present the same in the class
Essential Reading:

1. International Finance Management - Eun& Resnick, 4/e, Tata McGraw Hill

2. International Finance Management, T. Siddaiah, Parson

3. Multinational Financial Management, Alan C. Shapiro, John Wiley

Suggested Reading:

1. International Financial Management, Jeff Madura, Cengage Learning

2. International Financial Management, Apte P. G, 6/e, TMH

3. International Finance, Maurice Levi, 5/e, Routledge

4. International Financial Management, MadhuVij, Excel Books

5. Multinational Business Finance, David K. E, Arthur I.S & Michael H. M, Pearson

6. International Finance, Theory & Practice, V.A. Avadhani, Himalaya Publishing House

7. Indian Journal of International Business & Finance

8. Asian Economic Bulletin

9. Journal of International Business

10. International Trade Journal

Websites:

IMF, WB, ADB, RBI

106
 MANAGEMENT OF MUTUAL FUNDS
Subject Code: 126MBA02XXXSCC24T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20
This course is designed for students who wish to make a career in the mutual fund sector in
India. The course is structured to help the students understand the basic concepts relating to
the Management of Mutual funds in India.

COURSE OBJECTIVES:

1. To help students to gain knowledge on dynamics of Mutual Fund Sector in India

2. To familiarize students with latest developments in Mutual Fund industry in India

EXPECTED OUTCOME:

1. The students are expected to understand the financial planning through Mutual Fund.

Module 1 12 Hours
Introduction to Mutual Fund
Concepts; Role; MF as Investment Avenue; Risk Factor Reading Material Pedagogy
Fund Structure and Constituents; Types of Mutual Fund : Indian Mutual Class room
Open & Close Ended Funds Handbook, discussion,
Equity – Debt – Gold – Real Estate – International MF SundarSankaran, Assignments
Schemes - Exchange Traded – Index MF
Mutual Funds in
Monthly Income Plan – Fixed Maturity Plan, Capital
India, Joydeep
Protection Oriented Plan
Sen,
Module 2 12 Hours
Mutual Fund Players and Regulatory Environment
Market Players; Investor Protection; Standard Protections; Indian Mutual Class room
Time Standards Funds Handbook, discussion,
Legal and Regulatory Environment; Sponsor; Trusteeship; SundarSankaran, Assignments
Asset Management Company (AMC)
NISM Distributors
Maintenance of Investor Records; Unique Client Code;
Workbook
Custody of Investments (Custodian); Registrar; Transfer
Agent; AMFI
Module 3 12 Hours
Mutual Fund Investment
New Fund Offer's & Procedure for Investing in NFO; Offer Indian Mutual Class room
Document Funds Handbook, discussion,
Listed Schemes; Expenses (Initial Issue Expense); Cut-off Sundar Sankaran, Assignments
Timing;
NISM Distributors
Information Sources: Scheme Information Sheet, Statement of
Workbook
Additional Information, Key Information Memorandum
Fund A/c Statement, Fact Sheet, Annual Reports, Portfolio
Statements

107
 MF Players in India; Investor Services;- Investors Rights and
Obligations
Module 4 12 Hours
Financial Planning through Mutual Fund
Introduction to Financial Planning; Alternate Financial Indian Mutual Class room
Planning Approaches Funds Handbook, discussion,
Life Cycle & Wealth Cycle in Financial Planning SundarSankaran, Assignments
NISM Distributors
Concept of NAVs; Measurement of NAVs; Mark to Market Numerical
Workbook
Sale Price; Re-Purchase Price & Loads; Investor Risk Mutual Funds in exercises
Profiling India, Joydeep
Asset Allocation & Model Portfolios; Financial Blood-Test Sen,
Report (FBR)
Scheme Selection; Exit from Schemes; Tips and Tricks
Module 5 12 Hours
Evaluation of Mutual Fund Schemes
Return Measurement – Simple Return, XIRR, Compounded Indian Mutual Class room
Annual Growth rate Funds Handbook, discussion,
Compounding Periodic Return, Annualized Return, Absolute SundarSankaran, Assignments
and Relative Return Numerical
Mutual Funds in
Risk Measurement - Standard Deviation, Variance, Beta, India, Amitabh exercises
Weighted Average Maturity Gupta
Alpha, Sharp Ratio, Treynor Ratio, Sortino Ratio Return on
Risk Adjusted Capital
CRISIL Rating and Ranking - SEBI Disclosure Norms on
Return
Essential Reading:
1. Indian Mutual Funds Handbook-A Guide for Industry Professionals and Intelligent Investors
by SundarSankaran, Vision book India
Suggested Reading:
1. Mutual Funds in India by Joydeep Sen, Shroff Pub & Dist. Pvt. Ltd
2. Everything you wanted to know about investing in Mutual Funds by DeepaVenkatraghvan,
3. Prosperity through Mutual Funds by Arvind Paranjpe, TejalPrakashan
4. Mutual Funds in India: A Study of Investment Mgt. by Amitabh Gupta, Anmol Publications
AMFI Study Material

108
 MERCHANT BANKING AND FINANCIAL SERVICES

Subject Code: 126MBA02XXXSCC25T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20
This course is designed for students who wish to pursue a career in merchant banking and
financial services sector. The course is structured to help the students to understand the basic
of merchant banking activities and various financial services offered by merchant banks and
other non banking financial institutions.

COURSE OBJECTIVES:
1. To provide an understanding of the functioning of merchant banks
2. To provide an understanding of the financial services
3. To understand the role of financial services in overall financial system.
EXPECTED OUTCOME:
1. The purpose of this course is to equip the students with the knowledge of merchant
banking and to familiarize the students with financial services.

Module 1 08 Hours
Introduction to Merchant Banking
Merchant Banking: Definition, Type, Functions Reading Pedagogy
of merchant banking, Regulatory framework, Material
Merchant banker’s code of conduct. Ref book: Classroom
Financial services
Teaching
and system Dr.
Gurusamy
Module 2 14 Hours

Leasing and Hire purchase

Leasing: Concept and classification of leasing, Ref book: Classroom

Advantages / Disadvantages of leasing, Tax
Financial Teaching and
aspects of leasing (Income tax and sales tax
aspects), Financial evaluation of leasing: Net services, MY Assignment
advantage of leasing, Present value method,
Khan.
Structuring of lease rentals
Hire Purchase: Meaning and characteristics, Hire
purchase agreement, Comparison of HirePurchase
with Credit sale, Installment sale and Leasing, Tax
aspects of hire purchase. Financial evaluation.
Difference between Leasing and Hire purchase,
Problems on leasing v/s hire purchase.

109
Module 3 12 Hours
Factoring and Forfeiting
Factoring: Theoretical framework, functions, Classroom
Types of Factoring mechanism, advantages,
Ref book: Teaching, Case
Factoring v/s bill discounting, Factoring in India.
Problems on factoring. Financial Study/Assignment
Forfeiting: Advantages and evaluation,
services, MY
characteristics, benefits, difference between
factoring and forfeiting, forfeiting in India Khan.
Module 4 12 Hours
Credit Rating and Securitization
Credit rating: Definition and meaning, Process Classroom
of credit rating of financial instruments, Rating
Teaching, Case
methodology, Rating agencies, Rating symbols of
different companies. Ref book: Study/Assignment
Ref book: Financial services, MY Khan.
Financial services
Securitization: Meaning, Features, Special
Purpose Vehicle, asset securitization, asset and system Dr.
characteristics, Application and Benefits of
Gurusamy
Securitization, Issues in Securitization.
Module 5 12 Hours
Housing Finance, Consumer Finance, Credit Cards and Other Financial Services

Housing Finance: Models of Housing projects, Assignment and

Housing finance in India(issues, growth factors) ,
Ref book: Guest Talk by
Housing Finance Assistance, Housing Finance
Financial services
Institutions, Mortgage Backed securities and Manager of
and system Dr.
Reverse Mortgage)
Gurusamy Housing Finance
Consumer Finance: Definition, types, sources of
consumer finance, mode, demand, products Corporation
covered for consumer finance, terms of finance, Ref book:
consumer finance insurance, consumer credit Financial services
scores, Advantages of consumer finance, Hire and system Dr.
purchase system, Installment credit system. Gurusamy
Credit Cards: Features of Credit Card, Facilities
and services, Classification of credit cards,
innovative cards, credit card cycle, credit card
structure, credit card and ecommerce, benefits of Ref book:
credit cards
Financial services
Other Financial Services:Wealth Management
Services, Foreign Exchange Services, Private and system Dr.
Equity, Venture Capital, angel Investment
Gurusamy

Recommended Books:

1. Financial services, MY Khan, Mc Graw Hill.

2. Financial services and system Dr. Gurusamy, Tata McGraw Hill

110
Reference Books and Materials:

1. Indian Financial System – Bharati V. Pathak, Pearson Education

2. Financial Markets and Services – Gordon & Natarajan, Himalaya publishing.
3. Indian Financial System – Machiraju, Vikas, 2010

111
HUMAN RESOURCE
MANAGEMENT

112
Sl. Name of the Subject Course Code Internal Semester End Total Teaching Credit
No. Marks Exam Marks Marks Hours Per
week
1 Compensation Management 126MBA02XXXSCC26T 20 80 100 04 04
2 Organisation Development 126MBA02XXXSCC27T 20 80 100 04 04
3 Employee Legislation 126MBA02XXXSCC28T 20 80 100 04 04
4 Career Planning and 126MBA02XXXSCC29T 20 80 100 04 04
Development
5 Contemporary Aspects 126MBA02XXXSCC30T 20 80 100 04 04
of HR
 COMPENSATION MANAGEMENT

Subject Code: 126MBA02XXXSCC26T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Description

Course is designed to provide the student with a thorough knowledge of various methods and
practices of Compensation Management. It enables students to understand and perform job
evaluation for various job positions of different fields. It also serves to develop and
strengthen overall analytical skills of students Related to various HR Functions.

COURSE OBJECTIVES:-

 To learn basic compensation concepts and the context of compensation practice

 To illustrate different ways to strengthen the pay-for-performance link.
 To learn the concepts of payment and employee benefits issues for different
categories of employees including executives, contract and contingent workers.
 To understand the legally required employee benefits.
 To learn some of the implications for strategic compensation and tax planning

COURSE LEARNING OUTCOMES:-

After completion of the course the student is expected to :-

 State the significance of employee benefits to both employers and employees

 Evaluate a benefits package that supports the organization’s strategy in line with
HRM cost-containment policies and practices and Recommend actions based on
results of the compensation analysis and design compensation schemes that are cost
effective, that increase productivity of the work force, and comply with the legal
framework
 Explain their understanding of the administrative complexities of providing a full
array of benefits to employees and the ways and means of delivering these benefits
 Appraise a job-based compensation scheme that is consistent with organizational
goals, mission and values, and at the same time linked to the labor market
 Understand tax planning

Module 1 12 Hours
COMPENSATION AND WAGE DETERMINATION
Introduction to Compensation and Reading Material Pedagogy
Rewards and Objectives Articles in Human capital , Citehr Lecture and
Introduction to Framework of Ask students to watch videos on Discussion
Compensation Policy Introduction to Compensation. Videos , Lectures
Labor market characteristics and pay and Discussions
relatives. Components of Remuneration
Wage Levels and Wage Structures;
Introduction to Wage Determination

114
Process and Wage Administration rules;
Introduction to Factors Influencing Wage
and Salary
Structure and Principles of Wage and
Salaries Administration;
Minimum, Fair and Living Wage, pay
equity compensation budgeting, pay
range (band)

Module 2 12 Hours
WAGE DIFFERENTIAL AND JOB EVALUATION
Introduction to the Theory of Wages Videos , Lectures
Introduction to Basic Kinds of Wage and Discussions
Plans
Introduction to Wage Differentials &
Elements of a Good Wage Plans
Introduction to Institutional Mechanisms
for Wage Determination
Job Evaluation :- Introduction to Nature
and Objectives of Job Evaluation;
Introduction to Principles and Procedure
of Job Evaluation Programs; Introduction
to Basic Job Evaluation Methods
Module 3 12 Hours
WAGE INCENTIVES AND PROFIT SHARING
Introduction to Classification of Compensation Management Videos, Lectures
Rewards; Incentive Payments and its By Dipak Kumar Bhattacharya and Discussions
Objectives. and Presentations
Wage Incentives in India; Types of Wage by students
Incentive Plans; (The Halsey System,
The Rowan System, the Bedaux Point Survey by
System) students of local
Determinants of Incentives; Prevalent industries if
Systems & Guidelines for Effectives possible
Incentive Plans;
Non- Monetary Incentives – objectives , Read
types , prevailing practicing compensation
Equity and Bonus; Profit Sharing & surveys by
Stock Options; Hewitt, Gallup
Features of Fringe Benefits, Coverage of ,etc and discuss
Benefits; Employee Services & Fringe the same
Benefits in India
Module 4 12 Hours
BENEFIT PROGRAMS AND EXECUTIVE COMPENSATION

115
Introduction to Benefit Programs; Read compensation surveys by Videos, Lectures
Management & Administration of Hewitt, Gallup, etc. and discuss and Discussions
Benefits & Services; the same and Presentations
Introduction to Compensation Survey & by students
Methodology; – Development of Base Strategic Compensation: A
Pay Systems Human Resource Management Survey by
Executive Compensation, , Planning Approach Paperback – 1 Jan 2018 students of local
Compensation for Executives & by J. Martocchio Joseph industries if
knowledge Workers, possible
Cafeteria Style of Compensation

116
Module 5 12 Hours
LEGALISTIC FRAMEWORK FOR WAGE DETERMINATION AND TAX PLANNING
Tax Planning; Taxable Income , Tax Basic Concepts and important Simple problems
planning as per IT Act features of the act from a HR on gross pay, net
Payment of Wages Act and Minimum manager’s perspective (not pay, taxable
Wages Act , calculation of minimum necessary to know sections of the income,
wage , CPI act, etc.) calculation of
Payment of Gratuity Act, 1972, Payment gratuity and
of Bonus Act, 1965, Pay role bonus.
administration, NPS

Suggested Books for MBA Compensation Management

1. Compensation Management Paperback –, 2014, Dipak Kumar Bhattacharyya
2. Strategic Compensation: A Human Resource Management approach - Joseph J.
Martocchio
3. Performance Appraisal, And Compensation Management, Dewakar Goel PHI
Learning, New Delhi.
4. Compensation – George T. Milkovich
5. Compensation Management in a knowledge-based world – Richard I. Henderson
6. The Compensation Handbook, Sixth Edition: A State-Of-The-Art Guide to
Compensation Strategy and Design – Lance A. Berger
7. Compensation planning, George T Milkovich & Jerry Newmann, McGraw Hill
Publication
8. Compensation and reward management, B. D. Singh, Excel Publication

TEACHING AND LEARNING RESOURCES

• HR Magazines-Human Capital, People Matters,

• HR Journals

• News Paper Articles/Videos related to Performance Management System

•www.shrm.org

PRACTICAL COMPONENT
1. Group presentations on various topics related to the subject, both conceptual and practical
2. Classroom discussions
3. Case studies –Analysis and discussion
4 Analyzing reported compensation surveys of various industries. .
5 Presentations and live project
6 Design of payroll system (using accounting software like Tally)
PEDAGOGY:

Lectures, Assignments, Projects, Workshop by Industry Expert and Seminars

117
 ORGANIZATION DEVELOPMENT

Subject Code: 126MBA02XXXSCC27T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

INTRODUCTION

Present day organizations are operating in a continuously changing environment where

business practices have to be dynamic due to economic and market fluctuations. So, it is
important to understand thy concept of change in business organizations from both internal
and external environment perspective. Managing change will involve various Organization
Development (OD) interventions starting from strategic to human resource interventions.

OBJECTIVES

The course helps students understand the field of Organization Development (OD) and
various OD interventions. The course also helps students to understand how OD interventions
help organizations to positively work on the impact of fast changing business environment

LEARNING OBJECTIVES

 To understand the basic concept and models of Planned Change

 To understand the field of Organization Development
 To know the application of OD interventions

LEARNING OUTCOMES

After completion of the course the student

 Would be able to appreciate how organizations go through the process of change and
cope up with change by applying Organization Development interventions.

 Would be exposed to the world of OD consulting and career opportunities in the field
of OD
Module 1 15 Hours
Introduction to Planned Change
Nature, Forces, and Types of Change Reading Material Pedagogy
1. Management of Lecture
Models of Planned Change: Organizational Change: Discussion
Kurt Lewin’s Change Model Leveraging Transformation Case Studies
Action Research Model by K Harigopal
General Model of Planned Change
2. Organization
Development and Change
by Cummings & Worley,
Cengage Learning
Publication

3. Organization

118
 Development: Behavioral
Science Interventions for
Organization Improvement
by Wendell L. French,
Cecil Bell. Prentice Hall
Publication

Module 2 10 Hours
Introduction to Organization Development (OD)
Overview of the Field of OD, 1. Organization Lecture
Brief History, Definition, evolution Development: Behavioral
and relevance of OD, OD models. Science Interventions for Discussion
Organization Improvement
by Wendell L. French,
Cecil Bell. Prentice Hall
Publication

2. Organization
Development and Change
by Cummings & Worley,
Cengage Learning
Publication
Module 3 10 Hours
Organization Development Interventions
An Overview of OD Interventions 1. Organization Lecture
Development: Behavioral
Classification of OD Interventions Science Interventions for Videos
Organization Improvement
* Team Interventions by Wendell L. French, Case study
* Intergroup and Third Party Cecil Bell. Prentice Hall
Interventions Publication Article Review
*Structural Interventions
*Training Experiences- Coaching, . Organization
Mentoring, Behavioural Modeling, Development and Change
T-Group by Cummings & Worley,
Cengage Learning
Publication

Module 4 15 Hours
Applications of OD
Managing OD Process- 1. Organization Lecture
Development and Change Discussion
Competencies of successful OD by Cummings & Worley, Case Studies
Practitioners Cengage Learning
Publication

Ethics in OD Field-Issues and

Challenges

119
Module 5 10 Hours
Future of Organization Development

120
OD as Consulting field for 1. Organization Lecture
Organization Transformation Development: Behavioral Discussion
Science Interventions for Case Studies
OD practices in different types of Organization Improvement
organizations by Wendell L. French,
Cecil Bell. Prentice Hall
Contemporary trends in the context Publication
of OD
2. Organization
Development and Change
by Cummings & Worley,
Cengage Learning
Publication

RECOMMENDED READINGS

 Organization Development and Change by Cummings & Worley, Cengage Learning

Publication
 Organization Development: Behavioral Science Interventions for Organization
Improvement by Wendell L. French, Cecil Bell. Prentice Hall Publication
 Management of Organizational Change: Leveraging Transformation by K Harigopal,
Sage Publication
 Change Management-A guide to effective implementation by Robert A Paton, James
McCalman, Sage South Asia edition, Sage Publication

121
 EMPLOYEE LEGISLATION

Subject Code: 126MBA02XXXSCC28T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

This course serves as an introduction into the field of employee legislations. Students will
learn about evolution of legislation, various models of dispute resolution, issues in labour
management cooperation, and differences and various legislations which cover the employees
in organisations. To have an effective human resource practice, the knowledge of Labour
Legislation is an indispensable part.

Course Objectives:

The course is intended to:

 Provide students with knowledge of labour laws, especially the nature and scope of
labor law, the rationale of labor laws in organizations, the international labor
organization, the labor laws India, occupational hazards and risk, and managing
employee relations at work.
 To examine the theoretical aspects, problems and issues in arbitration and bargaining
and models of bargaining and arbitration.
 To equip the students of HR with the adequate legal knowledge required to manage
discipline , conflict management and separation in Industries

Learning Outcomes

By the end of this course, students should be able to understand

• The nature and scope of labor laws in India

• The rationale of labor laws in organizations
• Social Security and Labour welfare from an Indian perspective.
• Strategies to manage employee conflicts ad behaviour
Intellectual, practical and transferable skills

• Problem solving skills Analytical Team work and Communication

Module 1 10 Hours
LABOUR LEGISLATION – INTRODUCTION AND CONTEXT
LABOUR LEGISLATION Reading material Activity
Indian Constitution .Fundamental Rights. Industrial Relations, Organizing seminar to
Articles of the Constitution on which labour Trade Unions and understand the
legislation has been framed. Labour Labour Legislation, significance of Indian
legislation in India – Social security and Jun 2017 by P.R.N. Constitution- invite
welfare legislations Sinha Indu Bala , Shekhar constitutional expert
How legislations are formed - Role of ILO New Seema Priyadarshini
Labour Code

Module 2 14 Hours
INDUSTRIAL RELATIONS
INDUSTRIAL RELATIONS Industrial Relations, Trade
Study Industrial Relations
 Role of employee, government and Unions and practices of

122
 employer in IR Labour Legislation, various organisaton
 Trade Unions – registered and recognised, Jun 2017 by P.R.N.
problems of trade unions in India Sinha Indu Bala ,
 Trade Unions Act, 1926 Shekhar Seema
 Participative Management Collective Priyadarshini
Bargaining
 Functions of Labour department in
Karnataka, officers under the Department
and their duties and responsibilities.
Module 3 14 Hours
MANIFESTATION OF DISPUTES AND RESOLUTION
INDUSTRIAL UNREST Industrial Relations, Case studies of major
 Industrial Conflicts , Causes of Industrial Trade Unions and strikes and measures
Conflicts and manifestation Labour Legislation, taken to deal with them
 Layoff Jun 2017 by P.R.N. in India
 Closure Sinha Indu Bala ,
 Retrenchment Shekhar Seema Cases of Maruti Suzuki
 Strike Priyadarshini , Bajaj Motors , Toyota
 Standing Orders& Grievance Procedure – and Honda would
certification of certification orders Labour and throw great light on
 The Industrial Employment (standing Industrial Law with causes and role of the3
orders) Act, 1946 Latest Amendments actors of IR in
in English by Ravi industrial unrest
 Dispute resolution Shinde , 2018
• The Industrial Disputes Act, 1947 Draft standing orders
 Concept of Industry and workman
 Dispute Resolution Methods &
Machinery
o Mediation
o Investigation
o Conciliation
o Arbitration
o Adjudication
Module 4 10 Hours
RIGHTS AND DUTIES OF EMPLOYEES AND EMPLOYERS
Drafting employment contracts, appointment (only salient features Compiling employment
orders. of the act - brief contracts of various
Wage legislations, overview) organizations
 Payment of wages Act, Labour and Drafting a model
 Minimum Wages Act, Industrial Law with employment contract
Introduction to the concept of Gratuity and Latest Amendments Studying Salary Slips
Bonus (not the act ) in English by Ravi and its components
Shinde , 2018

Module 5 12 Hours
LABOUR WELFARE AND SOCIAL SECURITY

123
Labour Welfare and Social Security (only salient features Online application to
SOCIAL SECURITY- of the act - brief get PF, ESI numbers.
 Objectives and Types Of Social Security overview) Unique Numbers for
 ESI Act ( full act) employees (UAN)
 Workmen’s compensation Act Bare ACTS Online filing of returns
 Employees Provident Fund and
Miscellaneous Provisions Act Compliances Under
 Sexual Harassment of women at Labour Laws - A
workplace Act (Visaka Guidelines) User's Guide to
 Maternity Benefit Act 1961, (full act) Adhere with the
WELFARE LEGISLATION Provisions Under
Labour Welfare – Meaning and types, Various
The Factories Act 1948 Employment Related
Contract Labour (Regulation and Abolition Acts, Sep 2017 by H
Act – 1970, L Kumar
Shops and Commercial establishments Act, Labour and
Industrial Law with
Latest Amendments
in English by Ravi
Shinde , 2018

Recommended Books:-

Industrial Relations, Trade Unions and Labour Legislation, Jun 2017 by P.R.N. Sinha
(Author), Sinha Indu Bala (Author), Shekhar Seema Priyadarshini

Compliances Under Labour Laws - A User's Guide to Adhere with the Provisions Under
Various Employment Related Acts, Sep 2017 by H L Kumar

Labour and Industrial Law with Latest Amendments in English by Ravi Shinde , 2018

Industrial Relations and Labour Laws , by B. D. Singh

124
 CAREER PLANNING AND DEVELOPMENT

Subject Code: 126MBA02XXXSCC29T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Objectives: -

1. To provide the students with practical instruments, concepts, and skills that will
enhance their understanding of self and the professional paths which best match their
personal and professional aspirations.
2. To develop an understanding of career development program planning, organization,
implementation, administration, and evaluation.
3. To conceptualize the interrelationships among and between work, family, and other
life roles and factors including the role of diversity and gender in career development.

Course Expected Outcome: -

1. The students will gain an understanding of students’ personality, interests, skills,

values, and how these relate to occupational options

2. The students will able to familiar with key career development theories

3. To help students to develop competency, knowledge and skills in the areas of self-
confidence, motivation to achieve, decision making and problem solving,
interpersonal effectiveness, communication, cross-cultural effectiveness, and
responsible behavior.

4. Students will enhance students’ knowledge of the world of work. Occupational

alternatives will be generated through utilization of occupational resources and
information interviews

5. The students will develop lifelong skills associated with career decision making and
career management. Students will learn how to make self-appropriate occupational
choices and set realistic occupational/educational goals.

6. Knows how to work collaboratively with the industry to promote the integration of
the guidance and academic curriculum

7. Students will an active agent in career/life planning process

125
Module - 1 12 Hours
CAREER AND CAREER MANAGEMENT
Introduction: Career planning, concept, objectives, process Reading Pedagogy
Material
Importance and Roles, Stages of career, Career Anchors, Career Bhattacharya, Lecture
Management and Career Motivation, socialization and induction Arun Sekhri Case study
of new employees. Comparison of Traditional Career and
www.citehr.com discussions
Protean Career, The career management process, HR Manager’s
On career
Role in Career Management.
management
Early Career and Mid, career crisis and its management, Human
and identify
Resources Audit: Scope, Characteristics and Process of HR
career
audit, Human Resource Accounting
opportunities

Module – 2 12Hours
CAREER SUCCESSION PLANNING
Succession Planning, Model of Succession Planning, Objectives,
Berger, L. A. and Lecture Case
Challenges, Role of Culture in Succession Planning, Internal Berger, D. study
versus External Succession planning, Strategies for accelerating interaction on
development for succession. Access various career
company website management
Succession planning and boundary-less career spanning sourcing
to gather the data and identify
talent. Identifying second line of leaders and developing their
career
capabilities to occupy the critical positions in the event of the
opportunities
exit of current incumbents.
Learning and Developing of Talent - deployment of talent,
Discussions on
establishing talent management system, talent multiplication,
Collect and
Conflict resolution and talent management process measuring
Analyse the
and monitoring turnover and retention data, designing
company data
engagement strategies, drivers of engagements.
on Talent
Contingency plan for talent, building reservoir of talent, Assessment
centers-concepts, importance and uses.

Module – 3 12Hours
CAREER COUNSELLING
Career Counselling, Meaning, Definition, Nature and Scope, Gideon Lecture
Importance, Types, Career Counselling with Diverse Population- Arulnagmani and Using social
Career Counselling for Women –Ethics of Career Counselling. Cramer.L Herr. media to
Educational and Occupational Guidance Services - Group & Niles.G. develop career
Guidance Services - Counselling Services - Support Services- Spencer succession

126
Placement Services - Follow-up Services Role of Counsellor in planning, Role
Professional Development Play and
Counselling
Session
Module – 4 12 Hours
CAREER DEVELOPMENT PROCESS AND COMPETENCY DEVELOPMENT
Career Development Process: Myths/dysfunctional thinking; Goldstein Irwin Lecture, Case
Factors influencing career choice - Family, sexual orientation, L Discussions
Gender, significant events, Culture, role models and peers. Dave Ulrich, and Exercises
Career Development Models– Designing Effective Career Wayne Conducting
Development Systems – Competencies and Career Management Brockbank, Career Talk,
–Competency Mapping Models – Equity and Competency based Arthur K. Career
Compensation. Yeung, and Dale Awareness,
Interrelationships among lifestyle, work place, and career G. Lake and Career Day
planning are explored. Career development theories; Research and Career
occupational educational and personal/social information sources articles, Exhibition.
and delivery systems; and organization of career development. conference
Need for development, management development program – proceedings and
career development program – counseling evaluation of company
programs – job evaluation – methods and techniques. websites
Module – 5
12Hours
PRACTICAL ASPECTES IN CAREER AND DEVELOPMENT
Niles, S. G., & Lecture
Career decision-making process and factors that contribute to
Harris-
Field work,
finding a good career fit. Identify students preferences, values, Bowlsbey, J. and
Industry reports, brain storming
interests and talents and learning how those relate to students
career choices session with

Exploring Career Opportunities Explore career fields and industry

resources. Gap Analysis: career fields and positions of interest, experts and

Review of students skills, knowledge and experience, Map out Using

a plan to gain those skills/expertise. Computer lab

and social
media

127
 Pedagogy:
Class Lecture, Group Discussion, quiz, Couselling session Case Studies, live
projects, Brainstorming Group and Individual presentation, use of animation, video
clips and Reading and review of Magazines.

Activities:

12. Case studies, assignments, role plays, business games and simulation

13. Brain Storming session with Industry experts and interactive session and Mini-
Projects.

14. Students are expected to visit the various industries and search potential job
opportunities for career choices in manufacturing, service sector and
Entrepreneurship choice.

15. Students are expected to understand Industry expectation and job

specification

16. Identify various skills requirements, knowledge and gap analysis

Recommended Books:
1. Human Resource Planning, Bhattacharya, EB
2. Human Resource Planning and Audit, Arun Sekhri, HPH
3. Strategic Human Resource Planning, Vivek Paranjpee, Allied
4. Strategic Human Resource Planning, Belcourt and Mc Bey, Cengage
5. Zunker, V.G. (2012). Career counseling: A holistic approach (8th ed.). Pacific Grove,
CA: Brooks/Cole. ISBN-10: 0840034350 ISBN-13: 9780840034359
6. Strategic Staffing, Phillips, Gully, Pearson
7. Patton, W. & McMahon, M.L - 2nd edition - (2006) -Career development and systems
theory: Connecting theory and practice - Rotterdam: Sense Publishers
8. Swanson, J. L., & Fouad, J. A - (1999) - Theory and practice: Career Learning through
case studies - Thousand Oaks CA – Sage Publications.
9. Sharf, R. A - (3rd Ed) - (2005). Applying career development theory to counselling.
Wadsworth Publishing Co.
10. Dave Ulrich, Wayne Brockbank, Arthur K. Yeung, and Dale G. Lake (2018) Human
Resource Competencies: An Empirical Assessment.
11. Goldstein Irwin L, Training in Organizations-Needs Assessment, Development &
Evaluation, Wordsworth Publication.
12. Lynton & Parekh,Training for Development, Sage Publication.
13. Rao TV, Readings in HRD,Oxford & IBH.
128
 14. Robert L.Craig, ASTD Training and Development , McGraw Hill Publication.
15. Dugan Laird- Approaches to Training and Development, Basic Books
16. Rao TV, Readings in HRD,Oxford & IBH.
17. Robert L.Craig, ASTD Training and Development , McGraw Hill Publication.
18. Dugan Laird- Approaches to Training and Development, Basic Books

Suggested Readings

1. B.Taylor & G.Lippitt: Management Development and Training Handbook.

2. William E.Blank, Handbook for Developing Competency Based Training
Programmes, Prentice-Hall, New Jersey.
3. David A.DeCenzo & Stephen P.Robbins: Fundamentals of Human Resource
Management.
4. Niles, S. G., & Harris-Bowlsbey, J. (2013). Career development interventions in the
21st century (4th Ed.). Upper Saddle River, NJ: Merrill Prentice Hall.
E-BOOKS
1. https://www.pdfdrive.net/strategic-human-resource-management-e6137887.html
2. https://www.buecher.de/shop/fachbuecher/strategic-human-capital-management-
ebookpdf/ingham-jon/products_products/detail/prod_id/38114960/
3. https://www.amazon.com/Strategic-Human-Capital-Management-
Ingham/dp/0750681349

MOOC
1. https://alison.com/course/international-and-strategic-human-resource-management
2. https://bookboon.com/en/hrm-ebooks
3. https://www.unece.org/fileadmin/DAM/stats/publications/HRMT_w_cover_resized.p
df

ONLINE RESOURCES
1. https://advancesystemsinc.com ›
2. www.hci.org
3. https://www.shrm.org

129
 CONTEMPORARY ASPECTS OF HR

Subject Code: 126MBA02XXXSCC30T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20
Objectives:-

 To facilitate the student to keep abreast with the dynamic practices of people
management practices in organisations
 To keep in track with the changes/developments/best practices of HRM in practice.

Expected Outcome:-

As the field of HRM responds to the demands and impact of the environment, this paper
should help the student stay in tune with the contemporary developments.
On completion of this unit, learners will:
 Understand contemporary external trends and data and the implications of these for
HRM practice.
 Be able to understand the new responsibilities which have been added to the role of
the HR Manager – Compliance and CSR

Module 1 10 Hours
Contemporary Challenges in HRM – Organizational Perspective
Globalization and its impact on HRM, the new face of HR Reading Material Pedagogy
Contemporary Human Faculty can also
- the strategic business partner, the new roles of the
HR manager, Contemporary issues in NSDC, National Resource make use of
Occupation Standards. Management: Text Case
Contemporary challenges, with special emphasis on and Cases (2ndstudies, Research
Outsourcing, Contingent Work force, GIG workers Edition) by Adrian Papers and
Decentralized Work Sites – WFH , Flexi time Wilkinson articles from
Employee Involvement, Corporate Downsizing, blogs.
Working in shifts - impact on family, individual,
consequences, etc.

Module 2 10 Hours
Latest Trends in HRM
An understanding of the meaning, evolution and role of Blogs, ResearchFaculty can
the following in HRM Big Data, Data Scientist, Papers focus on HR
Social Media Skills and Employer Branding, Cases. Research analytics,
Generation Changes in the Workplace, Managing an Papers Cases about
aging Workforce, Inclusive Growth, SHRM Meaning, Technology
Importance and role in contemporary world. Intervention
in HRM
Case Studies
if SHRM can
be referred
and studied
(Example :
Walmart)
Module 3 15 Hours

130
 New Responsibilities of the HR Manager

Meaning, Objectives and Importance of Compliance Policy docs pertain Faculty

Management, Role of the HR manager in Compliance to statutory should
Management, Compliances analyse the
Global Fair Practices Compact, OSHA (PF, PPF, ESI, contents of
Best Practices in Compliance Management Gratuityetc.) various policy
CSR Meaning, Objectives and Importance of CSR, OSHA policy documents
Role of the HR manager in CSR document and
Best Practices in CSR Stipulations Faculty
Case studies, should
Research Papers analyse the
safety
standards in
India and
Abroad

Case studies
on CSR
practices of
various
companies

Module 4 15 Hours

Employee Engagement and Commitment

Employee Engagement: introduction, Importance, Case studies, Employee

Advantages. Webinars motivation
Key Ingredients, The Link Between Employer conducted by and retention
Practices and Employee Engagement, NHRD, Guest practices of
A Closer Look at Workforce Surveys, Designing Lectures by HR various
Engagement Initiatives: Guidelines to Consider. mangers companies,
Cases, Research HR policies of
papers Organisations
Articles relating to can be studied
VUCA world can and analysed
be taught Glimpses of
VUCA world
can be given
by faculty.

Module 5 10 Hours
Contemporary Trends in HRM

131
Green HRM, Agility HR, Consumerization of HR Latest Articles, HR Exposure to
Gamification of HR, M- learning Magazines latest
Artificial Intelligence and Holistic Approach to HR TATA website information.
Video based App based
Learning learning of
West Side – a
TATA
enterprise can
be referred
and studied
Application of
Artificial
Intelligence in
manufacturing
plants of
various car
manufacturers
can be studied

Recommended Books:
Contemporary Human Resource Management: Text and Cases (2nd Edition) by Adrian
Wilkinson,
Employee Engagement and Commitment by Robert J. Vance, Ph.D.SHRM Foundation.
Human Capital

Websites:-
www.humancapitalonline.com

www.citehr.com

https://www.researchgate.net

https://www.ssrn.net

https://www.forbes.net

https://www.shodhaganga.net

http://www.shrm.org

https://nsdcindia.org

SUGGESTED PRACTICAL COMPONENT:-

 Case analysis and Presentations.

 Visit the blogs of people who write about HR frequently. A google search will lead to
a number of results. Analyze their opinions and present in class.
 Document Best practices of companies related to all functions of HRM.

132
MARKETING SPECIALIZATION

133
 MARKETING SPECIALIZATION

Sl. Name of the Subject Course Code Internal Semester End Total Teaching Hours Credit
No. Marks Exam Marks Per
Marks Week
Business to Business 126MBA02XXXSCC31T
1 20 80 100 04 04
Marketing

2 E-Marketing 126MBA02XXXSCC32T 20 80 100 04 04

3 Rural Marketing 126MBA02XXXSCC33T 20 80 100 04 04
126MBA02XXXSCC34T
Advertisement Management
4 20 80 100 04 04
Supply Chain
5 126MBA02XXXSCC35T 20 80 100 04 04
management
 Business to Business Marketing
Subject Code: 126MBA02XXXSCC31T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Objectives:

1. To help the students gain insights into various aspects of Business to Business
Marketing
2. To equip the students to develop and implement B2B marketing strategies

Expected Outcome:
1. To prepare students for careers in Business to Business Marketing

Module 1 10 Hours
Introduction to Business to Business Marketing
Reading Pedagogy
Introduction to Business markets. Difference
Material
between Business and Consumer marketing
Business
Economics of Industrial Demand – Derived
Marketing
demand, Joint demand and Cross elasticity of
Management:
demand
B2B 9e by
Understanding the Industrial Markets - Michael Hutt,
Classification of Industrial markets. Thomas W Speh,
Cengage learning
Classification of Industrial products with
marketing implications.
Ethics in B2B marketing.
Career opportunities in B2B Marketing.
Module 2 13 Hours
Organization Buying Behaviour
The Organizational Buying Process [OBP], Business
Types of Buying Situations, Business Buying Marketing
Process, The Buygrid Model, Buying Center Management:
and Buying Center roles. Buying Motivations B2B 9e by
of Business buyers (Rational/Emotional Michael Hutt,
Motives Thomas W Speh,
Cengage learning
Forces shaping OBB; Purchasing
Organization (Structure/Functions)

Vendor Analysis - Criteria and methods of

vendor rating (Categorical, Weighted Point
and Cost Ratio Method).

E -procurement (meaning & process), Types

of Auctions (English, Dutch, Sealed bid and
Reverse auctions).

133
 Module 3 13 Hours

STP and Planning

Buyer and Seller Relationships in Business Business
Marketing– Transactional, Collaborative and Marketing
value-added. Managing Customer Management:
Relationships-Acquiring the right customers, B2B 9e by
Crafting the right value proposition, Michael Hutt,
Instituting the best processes, Motivating Thomas W Speh,
employees and Learning to retain customers. Cengage learning

Segmenting the Business Markets

(Requirements and Bases for segmentation).

Business Marketing Planning - Problems in

planning, Hierarchy of strategies,
Marketing’s cross functional relationships.
The components of a business model

Business marketing strategies for the global

markets – Advantages of going global and
International market entry options.

Module 4 10 Hours
Business Marketing Strategies -1
Defining Business Products, Factors Business
demanding changes in product strategies, Marketing, Text
Developing product strategies for existing & Cases by
products – Steps involved – Product Krishna Havaldar,
evaluation Matrix, Perceptual Mapping 3e, TMH.)
Technique, Deciding product strategies,
Technology Adoption Life Cycle (Classes of
customers)

Managing Services for Business – Benefits

of solutions marketing
Module 5 15 Hours

Business Marketing Strategies -2

Business Marketing Channels – Direct & Business
indirect channels, Participants in the business Marketing
marketing channels (Distributors and Management:
Manufacturer’s Representatives), Channel B2B 9e by
design (Five stages) and channel Michael Hutt,
administration. E-channels Thomas W Speh,
Pricing Strategy for Business Markets – Cengage learning
Customer Value (Benefits & Sacrifices), The
Pricing Process in Business Markets and
Competitive Bidding.

Trade Shows for Business Marketing –

Benefits of trade shows, planning trade show
strategy (Objectives, selecting the trade
shows, managing the trade show exhibit,

134
evaluating the trade show performance). Use
of internet in promotions

Managing Personal Selling Function –

Relationship marketing (Organization Buying
& Selling Center, Relationship Quality), The
selling process, Transforming the selling
process through Internet. Key account
management (Difference between Key
account and Regular account, Selecting Key
accounts).

Activities:
1. Students to form a group of 4 or 5. Select one organization and study its buying
behavior and present the same in the class.
2. Study and analyze and present the business model of Dell or any similar organization
to understand the integration of technology in a company’s business process.
Recommended readings:

Essential Reading:
1 Business Marketing Management: B2B 9e by Michael Hutt, Thomas W Speh,
Cengage learning
2 Business Marketing, Text & Cases by Krishna Havaldar, 3e, TMH.
References:
1 Industrial Marketing by Reader, Brierty and Reader, 2e, PHI
2 Industrial Marketing Text and Cases by FranchisCherunilam, HPH
3 Industrial Marketing Management by M. Govindrajan, Vikas publication
4 Industrial Marketing by P.K.Ghosh, Oxford university press
5 Business to Business Marketing by U.C. Mathur, New age international publishers
6 Industrial Marketing by HoryshankarMukerjee, Excel Books

135
 E Marketing

Subject Code: 126MBA02XXXSCC32T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Objective: The objective of this course is to enable students to learn about different
aspects of e-marketing and how they come together in a consistent and effective e-
marketing plan.

Course Outcomes: On successful completion of this course students shall be able to learn
basic e-marketing tools relevant to the internet marketing context and apply various
marketing strategies.

Module 1 10 Hours

Introduction to E Marketing
Internet- (meaning, advantages,Reading Material Pedagogy
disadvantages, history and growth, LAN, E-Marketing in Discussion
WAN, www). Essentials of e-marketing, Digital Age – Text
Business models (Brokerage model, and Cases – Prof
Advertising model, Infomediary model, Vinod V Solpe,
Merchant model, Direct model, Affiliate Second Edition,
model, Community model, Utility model), Biztantra
E-marketing Mix, Internet marketing publication
Challenges
e-commerce –
C.S.V Murthy,
Himalaya
Publishing House
Module 2 15 Hours

E Marketing Process & Planning

E-marketing planning process, Product

E-Marketing in Digital Discussion
benefits(attributes, branding, support Age – Text and Assignment
services, labeling), new product strategies Cases – Prof Vinod Quiz
for e-marketing, Pricing strategies (fixed, V Solpe,
dynamic, renting), online channel
Second Edition,

136
intermediaries, e-marketing communication Biztantra
tools(Advertising, Public relations, Sales publication
promotion, Direct Marketing and Personal
selling) e-commerce – C.S.V
Murthy, Himalaya
Publishing House
Module 3 15 Hours

E- Commerce

E-Commerce - meaning, definition, e- e-commerce – C.S.V Case Study

commerce in India, Traditional commerce Murthy, Himalaya Discussion
versus e-commerce, Advantages of e- Publishing House Guest Lecture
commerce, Limitations of e-commerce,
Drivers of e-commerce, Myths of e-
commerce, Opportunities of e-commerce,
categories of e-commerce (B2C, B2B, C2B,
C2C)

Module 4 10 Hours

Technology for e Marketing

Website - meaning, Types of websites, E-Marketing in Minor Report

Search Engine& Links, Search engine Digital Age – Text Assignment
optimization (SEO), Website design and Cases – Prof Case Study
decisions and guidelines. Vinod V Solpe,
Second Edition,
Mobile Marketing - meaning, benefits of
Biztantra
mobile marketing, mobile marketing
applications,mobile marketing campaigns publication

e-commerce – C.S.V
Murthy, Himalaya
Publishing House
Module 5 10 Hours

Legal & IPR Issues–Relating to E-Commerce

137
 Copyrights in online marketing, copyright E-Marketing in Discussion
issues, Copyright (Amendment)Act, 1999 , Digital Age – Text Case Study
Information Technology Act, 2000, and Cases – Prof
Trademarks online(meta tags, sale of Vinod V Solpe,
trademarks as keywords, pop-up Second Edition,
advertisements, mouse trapping, framing) Biztantra
Domain names, Patents (Business method publication
patents & Software patents), International
Law
e-commerce – C.S.V
Murthy, Himalaya
Publishing House
Activities:

1. Compare two e-commerce websites and analyzetheir product offering strategies

(Example - www.amazon.in and www.flipkart.com)

2. Visit any airline websites and study how dynamic pricing is used for keeping the
breakeven for seat booking in the flights

3. Many Indian companies are today going for online promotion of their products.
Select two examples each for success and failure of online campaigns and analyze
the reasons for the results.

4. Take up two recent mobile campaigns successfully launched by the leading

brands. Find out the factors which contributed to the success of their campaigns.
5. Retail Marketing in the Modern Age, Prashant Chaudhary, first edition, SAGE
publications.
Essential Reading

1. E-Marketing in Digital Age – Text and Cases – Prof Vinod V Solpe, Second
Edition, Biztantra publication
th
2. E-Marketing - Judy Strauss and Raymond Frost, 5 Edition, PHI publication
Suggested Reading:
st
1. Introduction to E-Commerce – NidhiDhawan, 1 Edition, International Book
House Publication
2. e-commerce – C.S.V Murthy, Himalaya Publishing House

138
 Rural Marketing
Subject Code: 126MBA02XXXSCC33T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Objective: The objective of this course is to enable students to enhance skills and
knowledge in dealing effectively with a issues arising in rural markets and also
understanding the buying behaviour of rural consumers.

Course Outcomes: On successful completion of this course students shall be able to interpret
the concept and characteristics of rural marketing.

Module 1 14 Hours

Rural Marketing and Environment

Defining rural markets, Rural myths, Rural Reading Material Pedagogy

marketing mix: Challenges, The evolving
Rural Marketing Discussion Case
rural consumer, Rural India: The exploding By
middle class, Rural market environment Pradeep Kashyap Study
&
(Demographic, Physical, Social & Culture,Third Edition, Pearson
Political and Technological Environment),
the changing face of rural development,
The rural infrastructure. Rural
Employment Generation Programmes:
Government Initiatives.

Module 2 12 Hours

Rural Consumer Behaviour

Consumer buying behaviour model, Factors 1. Rural Marketing .Discussion

By Pradeep Kashyap &
influences consumer behaviour, The buyer Third Edition, Pearson Assignment
decision process, The adoption process, -
2. Pradeep Kashyap
Characteristics of Rural Consumer, Stages of the Field Work
&CSG
Life Cycle, Occupation and Income, EconomicKrishnamacharyulu &
Latitha Ramakrishnan The
Circumstances, Lifestyle, Personality and Brand
Rising Connected
Belief, Information Search and Pre Purchase Consumer in Rural India
Evaluation,. BCG Report

139
Module 3 12 Hours

Rural Marketing Research

The rural marketing research process (Defining the 1. Rural Marketing Quiz
By
objectives, Determining the research budget,
Pradeep Kashyap Case Study
Designing the research, Sampling, Designing the &
Third Edition, Pearson
research instrument, Organizing the field and Minor Report
collecting the data, Analyzing the data, Reporting
the findings), Special tools used in rural marketing
research, Field procedure and rural realities.

Module 4 10 Hours

Segmenting and Targeting Rural Markets

Discussion
Pre-requisites for effective segmentation, Degree of 1. Rural Marketing
segmentation, Bases for segmenting rural consumer By Guest Lecture
Pradeep Kashyap
markets (Geographic, Demographic, Psychographic, &
Presentation
Behavioural & Multi Attribute Segmentation), Third Edition, Pearson

Targeting, Positioning,

Module 5 12 Hours

Rural Services Marketing and Role of Government in Rural India

Telecommunications in rural India, Information and

Minor Project
1. Rural Marketing
Communications Technology (ITC) in rural Areas,
By Case Study
Financial services in rural India, Banking Pradeep Kashyap
& Assignment
distribution channels in rural, Micro finance and
Third Edition, Pearson
credits, Rural health care services,.

Why is Government’s intervention important for

rural development?, What is the Government doing?
(Rural infrastructure, Education, Health, Skill
Development, Employment, Financial Inclusion,
Sanitation, Agricultural)

Activities:

1. Students to visit to a micro finance institutions

140
141
 2. Rural immersion programmes: Students stay in a village to understand rural
consumers

3. Understanding the impact of Government intervention for rural development

Essential Reading

1. Rural Marketing, Pradeep Kashyap Third Edition , Pearson Publication

2. Rural Marketing : by C S G Krishnamacharyulu& Latitha Ramakrishnan Text and
nd
cases 2 edition ,Pearson Publications
3. Rural Marketing :Ravindranath V Badi and Narayansa V Badi Himalaya Publishing
House

4. Rural Marketing: Challenges and Opportunities, Dinesh Kumar and Punam Gupta,
first edition, SAGE publications.
5. Rural Marketing: Targeting the Non-urban Consumer, Sanal Kumar Velayudhan,
Second Edition, SAGE publications.

Suggested Reading:

1. Rural Marketing: Concepts and Practices, Author: Karminder Ghuman , Balram

Dogra
Publisher: Tata McGraw Hill Publishing.

2. Rural Marketing 1st Edition (English) 1st Edition Author: U. C. Mathur,

3. Rural Marketing 01 Edition, Author: Badi R V Publisher: Variety Books.

142
 Advertising Management
Subject Code: 126MBA02XXXSCC34T Credits: 04
Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Objective: The objective of this course is to enable students to understand the concept
and role of advertising management and promotion in an organization.

Course Outcomes: On successful completion of this course students shall be able to

know the process of marketing and importance of advertising and promotion in
organization to market its product, service, and ideas.

Module 1 10 Hours
Introduction to Advertising
Reading Material Pedagogy
Advertising: Meaning and Importance IMC Advertising & Promotions –Discussion Quiz
and Communication Mix Evaluation of Belch & Belch, Purani
Advertising (Pros & Cons) Evolution of TMH
Advertising
History of Advertising in India Advertising Foundations of advertising - Theory
and Economic Development Careers in and Practice S A Chunawala and
Advertising K C Shetia.
Himalaya publishing house, Mumbai

Module 2 12 Hours

Fundamentals of Advertising

Decision making process and Advertising & Promotions – Belch

Assignment Case
determinants of Advertising & Belch, Purani TMH
Types and Classification of Advertising Study
Advertising Agency – Departments
and Functions Foundations of advertising -
Planning an Advertising Campaign Theory and Practice S A
(DAGMAR) Chunawala and K C Shetia.
Creativity and Advertising (Meaning & Himalaya publishing house,
Examples)
Mumbai
Creative Thinking Strategy

143
Module 3 13 Hours
Media Planning
Meaning and Types of Media Project
Criteria of Media Selection Foundations of advertising - Assignment
Planning the Media Mix Theory and Practice S A
Print Media: An Evaluation Chunawala and K C Shetia.
Television Advertising: An Himalaya publishing house,
Evaluation Mumbai
Outdoor & Transit Media: An
Evaluation
Internet Advertising: An Evaluation
Emerging / Unconventional Media
Module 4 13 Hours

Message Design and Development

Message Design and Objectives Discussion

Market Segment, Positioning &
Appeals Foundations of advertising - Project Report
Message Structure & Development Theory and Practice S A
Chunawala and K C Shetia. Guest Lecture
Creativity & Visualization Tips
Himalaya publishing house,
(Exercises)
Mumbai
AIDA & HOE Models of
Development
Ad Copy: Meaning, Types and
Principles
Introduction to Advertising Lay out
Ad Effectiveness: PACT Evaluation
Pre/ Concurrent and Post Ad Launch
Test
Module 5 12 Hours

Advertising budget

144
Ad Budget: Planning and Process Discussion
Types of Advertisement Budgeting Foundations of advertising -
Quiz
Advertising Budget Administration Theory and Practice S A
Global Advertising: Opportunities / Chunawala and K C Shetia.
Challenges Himalaya publishing house,
ASCI - Regulation of Advertising in Mumbai
India
Advertising: A Social and Ethical
Evaluation

145
Activities

1. Advertisement Review (Print, TV, Outdoor, etc)

2. Making of an Advertisement
3. Biographies of Advertising Greats (David Ogilvy, Garson D’Cunha, Prahlad Kakkar, etc)
4. Media Plan for launching of a Product
5. Conduct of a Social Marketing Campaign
6. Analysis of Political Advertisements
7. Profile and Activities of DAVP

Essential Reading

1. Foundations of Advertising: Theory and Practice by S. A. Chunawalla & K. C. Sethia,

HPH, Mumbai.
2. Advertising Management: Aaker & Myers, PHI
3. Advertising & Promotions: Belch, Belch and Purani, TMH

Reference Books

1. Advertising Procedure - Kleppner’s, 18/e, Prenticehall

146
 Supply Chain Management

Subject Code: 126MBA02XXXSCC35T Credits: 04

Contact Hours: 60 Hours/ Week:04
External Marks: 80 Internal Marks: 20

Course Objective: The objective of this course is to enable students to gain knowledge about
SCM and its facilities along with knowing the analysis in various facilities of SCM.

Course Outcomes: On successful completion of this course students shall be able to define the
principles of scheduling, planning and network construction in supply chain management.

Module 1 10 Hours
Introduction to SCM
Basic concepts and philosophy of SCM, essential Reading Material Pedagogy
features, decision phases – process view, Chopra Sunil and Peter Meindl
supply chain framework, key issues in SCM – Supply Chain Management,
and benefits, IT in supply chain management,
rd
CRM vs SCM, value addition in SCM. Pearson, 3 Edition, 2007

Supply Chain Logistics

Management, Donald J

Bowersox,
Dand J Closs, M
nd
Bixby Coluper, TMH, 2

Edition 2008.
Module 2 12 Hours
Designing the supply chain Network
Designing the distribution network, role of Chopra Sunil and Peter Meindl
distribution, factors influencing distribution, – Supply Chain Management,
rd
design options, distribution networks in Pearson, 3 Edition, 2007
practice, network design in the supply chain,
factors affecting the network design Supply Chain Logistics
Management, Donald J
decisions. Designing and planning
Bowersox, Dand J Closs, M
transportation networks, role of nd
transportation, modes and their performance, Bixby Coluper, TMH, 2
Edition 2008.
transportation infrastructure and policies,
design options and their trade-offs, tailored
transportation.

147
Module 3 10 Hours
Purchasing and Vendor Management
Centralized and decentralized purchasing, Chopra Sunil and Peter Meindl
function of purchase department and purchase – Supply Chain Management,
policies, outsourcing, vendor rd
rating/evaluation, management of stores, Pearson, 3 Edition, 2007
account for materials, just in time and Kanban
systems of inventory management. Supply Chain Logistics
Management, Donald J
Bowersox, Dand J Closs, M
Bixby nd
Coluper, TMH, 2
Edition 2008.

Module 4 14 Hours

Inventory and Logistics Management

Concept, various costs associated with Chopra Sunil and Peter Meindl
inventory, EOQ, buffer stock, lead time – Supply Chain Management,
reduction, reorder point/re-order level rd
Pearson, 3 Edition, 2007
fixation, ABC analysis, SDE/VED analysis,
Numerical exercises, Logistics part of SCM,
logistics cost, different models, logistics, sub- Supply Chain Logistics
systems, inbound and out bound logistics, Management, Donald J
bullwhip effects in logistics, distribution and Bowersox, Dand J Closs, M
warehousing management Bixby nd
Coluper, TMH, 2
Edition 2008.

Module 5 10 Hours
Demand Management and Customer Service
Demand Management, Traditional forecasting, Chopra Sunil and Peter Meindl –
customer service, expected cost of stock outs, Supply Chain Management,
rd
Demand chain management, Benchmarking Pearson, 3 Edition, 2007
concept, features and implementation.
Supply Chain Logistics
Management, Donald J
Bowersox, Dand J Closs, M
nd
Bixby Coluper, TMH, 2
Edition 2008.

148
Activities:
1. Students are expected to choose any 2 Indian organization and study
their supply chain in terms of drivers of the supply chain and submit a
report.
2. Students can study different logistics companies and services provided
by them
3. Students can identify any product/service and study the type of
distribution system used and understand the reason for using that
particular type.
4. Students can identify the various types of IT applications employed by
Indian organization in their supply chain.

Essential Reading:
1. Rahul V Altekar, Supply Chain Management, Concepts and Cases,
PHI Learning, Pvt Ltd.
2. Chopra Sunil and Peter Meindl – Supply Chain Management, Pearson,
rd
3 Edition, 2007

References:
1. A Logistic approach to supply chain management –Coyle, Bardi,
Lonley, Cengage Learning, 1/e
st
2. Total Supply Chain Management by Basu and Wright, Elsevier, 1

Edition.
3. Supply Chain Logistics Management, Donald J Bowersox, Dand J
nd
Closs, M Bixby Coluper, TMH, 2 Edition 2008.

149