1st nd - Gogte Institute of Technology

2018-19 Scheme

Department: MBA

Programme: MBA

1st to 4th Semester Scheme of Teaching and Examination

1st and 2nd Semester Syllabus

ESTD. 1939

KARNATAK LAW SOCIETY'S

GOGTE INSTITUTE OF TECHNOLOGY

"JNANA GANGA" UDYAMBAG, BELAGAVI-590008,

KARNATAKA, INDIA.

Approved by AICTE & UGC

Permanently Affiliated and Autonomous Institution Under

Visvesvaraya Technological University, Belagavi

ESTD. 1979

www.git.edu

http://www.git.edu/

INSTITUTION VISION

Gogte Institute of Technology shall stand out as an institution of excellence in technical

education and in training individuals for outstanding caliber, character coupled with creativity

and entrepreneurial skills.

MISSION

To train the students to become Quality Engineers with High Standards of Professionalism and

Ethics who have Positive Attitude, a Perfect blend of Techno-Managerial Skills and Problem

solving ability with an analytical and innovative mindset.

QUALITY POLICY

• Imparting value added technical education with state-of-the-art technology in a congenial,

disciplined and a research oriented environment.

• Fostering cultural, ethical, moral and social values in the human resources of the institution.

• Reinforcing our bonds with the Parents, Industry, Alumni, and to seek their suggestions for

innovating and excelling in every sphere of quality education.

DEPARTMENT VISION

To be Recognized as a Progressive Department for Business Education, Research and create

Meaningful Students Engagement for Learning Management Education.

MISSION

Developing excellence through learning to develop effective and responsible leaders by

creating insightful knowledge and inspiring students to develop managerial skills, problem

solving ability, analytical and innovative mindset

OUTCOME BASED EDUCATION (OBE)

PROGRAM OUTCOMES (POs):

1. Apply knowledge of management theories and practices to solve business problems.

2. Foster analytical and critical thinking abilities for data based decision making

3. Ability to develop value based leadership ability

4. Ability to understand, analyze and communicate global, economic, legal and ethical aspects

of business

5. Ability to lead themselves and others in the achievement of organizational goals,

contributing effectively to a team environment.

6. Ability to make use of relevant skills acquired during the programme for career

advancement.

7. Ability to acquire entrepreneurial competencies to create value for the society at large.

PROGRAM EDUCATIONAL OBJECTIVES (PEOs):

1. Students of the programme will contribute by understanding and application of knowledge in

the field of management science

2. Students of the programme will be trained in analytical and decision making competencies to

identify, analyze and understand business process and environment

3. Students of the programme will acquire necessary managerial skills to think strategically and

to lead, motivate and manage teams, thereby enhancing managerial effectiveness

PROGRAM SPECIFIC OUTCOMES (PSOs):

1. To groom students to manage, understand, develop and create competitive and sustainable

advantage to organizations and society through managerial and technical skills, moral values

and ethical practices.

2. To train students to acquire analytical and research competencies for continuous learning,

professional growth and career advancement

3. To encourage entrepreneurial competences amongst learners to create, innovate and provide

better service to community

BLOOM’S TAXONOMY OF LEARNING OBJECTIVES

Bloom’s Taxonomy in its various forms represents the process of learning. It was developed

in 1956 by Benjamin Bloom and modified during the 1990’s by a new group of

cognitive psychologists, led by Lorin Anderson (a former student of Bloom’s) to make it

relevant to the 21st century. The revised taxonomy given below emphasizes what a learner

“Can Do”.

Lower order thinking skills (LOTS)

L1 Remembering Retrieve relevant knowledge from memory.

L2

Understanding

Construct meaning from instructional material, including oral,

written, and graphic communication.

L3

Applying

Carry out or use a procedure in a given situation – using

learned knowledge.

Higher order thinking skills (HOTS)

L4

Analyzing

Break down knowledge into its components and determine the

relationships of the components to one another and then how they

relate to an overall structure or task.

L5

Evaluating

Make judgments based on criteria and standards, using previously

learned knowledge.

L6

Creating

Combining or reorganizing elements to form a coherent or functional

whole or into a new pattern, structure or idea.

Scheme of Teaching and Examination-1st to 4th Semester MBA

As per the guidelines of UGC CBCS the courses can be classified into:

(i) Core Courses (PC): This is the course which is to be compulsorily studied by a student as a

core requirement to complete the requirements of a program in a said discipline of study. These

courses will have 4 credits per course.

(ii) Foundation Courses: The Foundation Courses are of two kinds:

Compulsory Foundation: These courses are the courses based upon the content that leads to

Knowledge enhancement. These courses provide opportunities to improve technological

knowledge before entering industry as well as preparing students for higher degrees in

technological subjects. They are mandatory for all disciplines. These courses will have 4 credits

per course.

The courses are: Basic Science Courses (BS), Engineering Science Courses (ES).

Foundation Electives: These are value based courses aimed at man making education. The

course is related to Humanities and Social Science Courses (HS).

(iii) Elective Courses: This is course, which can be chosen from the pool of papers. It may be

supportive to the discipline/ providing extended scope/enabling an exposure to some other

discipline / domain / nurturing student proficiency skills.

An elective may be Discipline Centric (PE) or Open Elective (OE).

(iv) Mandatory Non-Credit Courses (MNC): These courses are mandatory for students

joining B.E Program and students have to successfully complete these courses before the

completion of degree.

Semester wise distribution of credits for MBA program

Total credits for MBA Program: 100 credits

Credit definition:

Lecture (L):One Hour /week – 1 credit

Tutorial (T): Two hour /week – 1 credit

Practicals (P): Two hours /week – 1 credit;

Semester

Credits per

Sem

Total

credits

1st year 1 26

52 2 26

2nd year 3 27

48 4 21

Total 100 100

Scheme of Teaching and Examination -1st to 4th Semester MBA

FIRST SEMESTER

Sl.

No.

Course

Code Course

Contact

Hours Total

Contact

Hours/week

Total

credits

Marks

L - T - P CIE SEE Total

Foundation Course (FC)

1. 18MBA101 Business Ethics & CSR FC 2 - 0 - 0 2 2 25 25 50

Professional Course (PC)

2. 18MBA102 Management Science PC 4 - 0 - 0 4 4 50 50 100

3. 18MBA103 Business Statistics &

Analytics PC 4 - 0 - 0 4 4 50 50 100

4. 18MBA104 Managerial Economics PC 4 - 0 - 0 4 4 50 50 100

5. 18MBA105 Marketing Management PC 4 - 0 - 0 4 4 50 50 100

6. 18MBA106 Accounting for Managers PC 4 - 0 - 0 4 4 50 50 100

7. 18MBA107 Human Resource

Management PC 4 - 0 - 0 4 4 50 50 100

Total 26 26 325 325 650

Mandatory Non-credit Course (MNC)

8 18MBA108 Skill Development - 1 MNC 3 - 0 - 0 3 0 25 00 25

9 18MBA109 Cambridge Business

English Certification MNC 3 - 0 - 0 3 0 25 00 25

SECOND SEMESTER

S. No. Course Code Course

Contact

Hours Total

Contact

Hours/week

Total

credits

Marks

L - T - P CIE SEE Total


1. 18MBA201 Organizational Behavior PC 4 - 0 - 0 4 4 50 50 100

2. 18MBA202 Financial Management PC 4 - 0 - 0 4 4 50 50 100

3. 18MBA203 Business Communication PC 3 - 0 - 0 3 3 50 50 100

4. 18MBA204 Quantitative Techniques PC 4 - 0 - 0 4 4 50 50 100

5. 18MBA205 Business Research

Methods PC 4 - 0 - 0 4 4 50 50 100

6. 18MBA206 Legal and Business

Environment PC 3 - 0 - 0 3 3 50 50 100

7. 18MBA207 Entrepreneurship

Development PC 4 - 0 - 0 4 4 50 50 100

Total 26 26 350 350 700

Mandatory Non-credit Course (MNC)

8 18MBA208 Skill Development - 2 MNC 2 - 0 - 0 2 0 25 0 25

9 18MBA209 Data Analytics MNC 2 - 0 - 0 2 0 25 0 25

THIRD SEMESTER

S. No.

Course Code

Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks

L – T - P CIE SEE Total


1. 18MBA301 Strategic Management PC 3 – 0 – 0 3 3 50 50 100

2. 18MBA302 Operations Management PC 3 – 0 – 0 3 3 50 50 100

3. 18MBA303 Internship Program PC 8 Weeks 6 50 50 100

Professional Electives (PE)

4. Elective - 1 PE 3 – 0 – 0 3 3 50 50 100

5. Elective - 2 PE 3 – 0 – 0 3 3 50 50 100

6. Elective - 3 PE 3 – 0 – 0 3 3 50 50 100

7. Elective - 4 PE 3 – 0 – 0 3 3 50 50 100

8. Elective - 5 PE 3 – 0 – 0 3 3 50 50 100

21 27 400 400 800

PROFESSIONAL ELECTIVES

Marketing Specialization

Third Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAMM304 Business Marketing PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAMM305 Sales Management PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAMM306 Retail Management PE 3 – 0 – 0 3 3 50 50 100

4. 18MBAMM307 Services Marketing PE 3 – 0 – 0 3 3 50 50 100

5. 18MBAMM308 Consumer Behaviour PE 3 – 0 – 0 3 3 50 50 100

Finance Specialization

Third Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAFM309 Security Analysis &

Portfolio Management PE

3 – 0 – 0 3 3 50 50 100

2. 18MBAFM310 Advanced Financial

Management PE

3 – 0 – 0 3 3 50 50 100

3. 18MBAFM311 Mergers Acquisitions & Corporate Restructuring

PE 3 – 0 – 0 3 3 50 50 100

4. 18MBAFM312 Managing Banks &

Financial Institutions PE 3 – 0 – 0 3 3 50 50 100

5. 18MBAFM313 Corporate Valuation PE 3 – 0 – 0 3 3 50 50 100

Human Resource Specialization

Third Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAHR314 Compensation Management

PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAHR315 Performance

Management & Competency Mapping

PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAHR316 Management of Industrial

Relations PE

3 – 0 – 0 3 3 50 50 100

4. 18MBAHR317 HR Analytics PE 3 – 0 – 0 3 3 50 50 100

5. 18MBAHR318 Talent Management PE 3 – 0 – 0 3 3 50 50 100

Entrepreneurship Development Specialization

Third Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAED319 Entrepreneurial

Management PE

3 – 0 – 0 3 3 50 50 100

2. 18MBAED320 Entrepreneurship,

Creativity and Innovation PE

3 – 0 – 0 3 3 50 50 100

3. 18MBAED321 Social Entrepreneurship PE 3 – 0 – 0 3 3 50 50 100

Information Technology Specialization

Third Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAIT322 Managing E-Business PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAIT323 Management Information

System PE

3 – 0 – 0 3 3 50 50 100

3. 18MBAIT324 Enterprise Resource

Planning PE

3 – 0 – 0 3 3 50 50 100

FOURTH SEMESTER

Sl. No.

Course Code

Course

Contact Hours Total Contact

Hours/week Total

credits

Marks



1. 18MBA401 Management

Accounting and Control Systems

PC 3 – 0 – 0 3 3 50 50 100

2. 18MBA402 Supply Chain Management

PC 3 – 0 – 0 3 3 50 50 100

Professional Electives (PE)

4. Elective - 1 PE 3 – 0 – 0 3 3 50 50 100

5. Elective - 2 PE 3 – 0 – 0 3 3 50 50 100

6. Elective - 3 PE 3 – 0 – 0 3 3 50 50 100

7. Elective - 4 PE 3 – 0 – 0 3 3 50 50 100

8. Elective - 5 PE 3 – 0 – 0 3 3 50 50 100

21 21 350 350 700

PROFESSIONAL ELECTIVES

Marketing Specialization

Fourth Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAMM403 Integrated Marketing

Communications PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAMM404 Strategic Brand

Management PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAMM405

International

Marketing

Management

PE 3 – 0 – 0 3 3 50 50 100

4. 18MBAMM406 Digital Marketing PE 3 – 0 – 0 3 3 50 50 100

5. 18MBAMM407 Rural Marketing PE 3 – 0 – 0 3 3 50 50 100

Finance Specialization

Fourth Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAFM408 Corporate Taxation PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAFM409 Financial Derivatives PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAFM410 International Financial

Management PE 3 – 0 – 0 3 3 50 50 100

4. 18MBAFM411 Project Appraisal and

Finance PE 3 – 0 – 0 3 3 50 50 100

5. 18MBAFM412 Risk Management and

Insurance PE 3 – 0 – 0 3 3 50 50 100

Human Resource Management Specialization

Fourth Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAHR413

International Human

Resource

Management

PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAHR414 Training and

Development PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAHR415 Recruitment and

Selection PE 3 – 0 – 0 3 3 50 50 100

4. 18MBAHR416 Organizational

Development PE 3 – 0 – 0 3 3 50 50 100

5. 18MBAHR417

Change and

Knowledge

Management

PE 3 – 0 – 0 3 3 50 50 100

Entrepreneurship Development Specialization

Fourth Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAED418 Family Business and

Entrepreneurship PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAED419

Financing the

Entrepreneurial

Business

PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAED420 Managing the

Growing Business PE 3 – 0 – 0 3 3 50 50 100

Information Technology Specialization

Fourth Semester

Sl. No.

Course Code Course

Contact Hours

Total Contact

Hours/week

Total credits

Marks


1. 18MBAIT421 Technology

Management PE 3 – 0 – 0 3 3 50 50 100

2. 18MBAIT422 Social Media Web

and Text Analytics PE 3 – 0 – 0 3 3 50 50 100

3. 18MBAIT423

Artificial

Intelligence in

Business

Application

PE 3 – 0 – 0 3 3 50 50 100

BUSINESS ETHICS AND CORPORATE SOCIAL RESPONSIBILITY

Course Code 18MBA101 Credits 2

Course type FC CIE Marks 25 marks

Hours/week: L-T-P 2 - 0 - 0 SEE Marks 25 marks

Total Hours: Lecture = 20 Hrs; Tutorial = 00 Hrs

Total = 20 Hrs SEE Duration 1 and Half Hours

for 50 Marks

Course learning objectives

1. The subject will be able to help the students to think about some of the important ethical

implications of various business practices

Pre-requisites: The students should have basic knowledge of ethical practices in organizations

Unit - I 10 Hours

Introduction: Definition & nature Business ethics, Characteristics, Ethical theories; Causes of

unethical behavior; Ethical abuses; Work ethics; Code of conduct; Public good.

Management of Ethics - Ethics analysis [Hosmer model]; Ethical dilemma; Ethics in practice-ethics

for managers; Role and function of ethical managers-Comparative ethical behaviour of managers;

Code of ethics; Competitiveness, organizational size, profitability and ethics; Cost of ethics in

Corporate ethics evaluation. Business and ecological / environmental issues in the Indian context and

case studies.

Legal Aspects of Ethics: Political –legal environment; Provisions of the Indian constitution pertaining

to Business; Political setup –major characteristics and their implications for business; Prominent

features of MRTP &FERA. Social –cultural environment and their impact on business operations,

Salient features of Indian culture and values. Environmental Ethics: Economic Environment;

Philosophy of economic grow and its implications for business, Main features of Economic Planning

with respect to business; Industrial policy and framework of government contract over Business; Role

of chamber of commerce and confederation of Indian Industries.

Self learning topics: Ethical Considerations

Unit - II 10 Hours

Introduction to CSR: Meaning & Definition of CSR, History & evolution of CSR. Concept of

Charity, Corporate philanthropy, Corporate Citizenship, CSR-an overlapping concept. Concept of

sustainability & Stakeholder Management. CSR and Governance: Theoretical perspectives; Corporate

citizenship; Business practices; Strategies for CSR; Challenges and implementation; Evolution of

corporate governance; Governance practices and regulation; Structure and development of boards; Role

of capital market and government; Governance ratings; Future of governance-innovative practices;

Case studies with lessons learnt.

Self learning topics: Ethical Decision Making

Books

Text Books:

1. Velasque Manuel. Business ethics concepts & cases. 6th Edition.

2. Colley, John L. Corporate Governance.

Reference Books:

1. Protley, The essence of business ethics.

E - Resourses (NPTEL/SWAYAM... Any Other)- mention links

1. https://nptel.ac.in/course.php

Course Outcome (COs)

Program Outcome of this course (POs) PO No.

1. Apply knowledge of management theories and practices to solve business problems. 1

2. Foster analytical and critical thinking abilities for data based decision making. 2

3. Ability to develop value based leadership ability 3

4. Ability to understand, analyze and communicate global, economic, legal and ethical

aspects of business 4

5 Ability to lead themselves and others in the achievement of organizational goals,

contributing effectively to a team environment. 5

6 Ability to make use of relevant skills acquired during the programme for career

advancement. 6

7 Ability to acquire entrepreneurial competencies to create value for the society at

large. 7

Course delivery methods Assessment methods

1. Black Board Teaching 1. Internal Assessment Test

2. Power Point Presentation 2. Assignments

3. Class Room Exercise 3. Case Studies

4. Quizzes

5 Workshops

6 Semester End Examination ( SEE)

Scheme of Continuous Internal Evaluation (CIE):

Components Average of two IA tests Average of Two

assignments Project Case Study Workshop

Maximum Marks: 25 10 5 3 2 5

➢ Writing two IA test is compulsory.

➢ Minimum marks required to qualify for SEE :

Scheme of Semester End Examination (SEE)

- It will be conducted for 50 marks of one and half hours duration. It will be reduced to 25 marks for

the calculation of SGPA and CGPA.

- Minimum marks required in SEE to pass: 20 (out of 50 marks)

- Question paper contains four parts.

o Part A contains three marks questions students have to answer five questions out of seven

questions.

o Part B contains seven marks questions, students have to answer five questions out of seven

questions.

At the end of the course, the student will be able to Bloom’s

Level

1. Describe the variable in most ethically complex business situation. 3

2. Analyze ethical dilemma through an understanding of ethical decision making

process. 3

3. Comprehend conceptual and theoretical foundations of CSR 4

4. Gain knowledge of recommendations made by various committees on CSR 4

MANAGEMENT SCIENCE


Course type PC CIE Marks 50 marks

Hours/week: L-T-P 4-0-0 SEE Marks 50 marks

Total Hours: Lecture = 50Hrs; Tutorial = 0Hrs

Total = 50Hrs SEE Duration 3 Hours for

100 marks


1. To expose the students to the basic concepts of management

2. To aid in understanding how an organization functions

3. To help in understanding the complexity and wide variety of issues managers face in today’s

business firms.

4. To expose the students to various types of organizational culture

Pre-requisites: Students need to be aware of the latest trends in management concepts on planning,

decision making and ethics in business

Unit - I 10 Hours

Introduction to Management:

Organization- Management- Role of managers- Evolution of management thought- Organization and

the environmental factors- Managing globally- Strategies for International business

Self learning topics: Identify the latest trends in Management

Unit - II 10 Hours

Planning and Decision Making :

Nature and purpose of planning- Planning process- Types of plans- Objectives- Managing by Objective

(MBO) strategies- Types of strategies – Policies – Decision Making- Types of decision- Decision

making process- Rational decision making process- Decision making under different conditions.

Self learning topics: Identify the relation between Planning and decision making

Unit - III 10 Hours

Organizing:

Nature and purpose of organizing- Organization structure- Formal and informal groups/ organization-

Line and staff authority - Departmentation - Span of control- Centralization and decentralization-

Delegation of authority- Staffing- Leadership: Meaning, trait theory & behavioural theories, managerial

grid.

Self learning topics: Design a structure for your organization

Unit - IV 10 Hours

Directing:

Managing people- Motivation: Meaning, theories of motivation-need theory, two factor theory, Theory

X and Y, - Organization culture-Elements and types of culture- Managing cultural diversity.

Self learning topics: As a manager how do you manage the cultural diversity

Unit - V 10 Hours

Controlling

Process of controlling- Types of control- Budgetary and non-budgetary control techniques- Managing

productivity- Cost control- Purchase control- Maintenance control- Quality control-Planning

operations.

Self learning topics: identify the prerequisites of controlling function.

Books

Text Books:

1. Harold Koontz and Heinz Weihrich, Essentials of management: An International & Leadership

Perspective, 9th edition. Tata McGraw-Hill Education (2005)

2. Andrew J. Dubrin, Essentials of Management, Thomson Southwestern

Reference Books:

1. Charles W.L Hill and Steven L McShane, Principles of Management, McGraw Hill Education

2. Samuel C. Certo and Tervis Certo, Modern management: concepts and skills, Pearson Education

E-resources (NPTEL/SWAYAM.. Any Other)- mention links

1. Organizational Design: Creating Competitive Advantage:

https://www.edx.org/course/organizational-design-creating-competitive-advantage-0



Level

1. Identify the generic principles that underlie the processes of managing an

organization 3

2. Explain how they are seen in management and business practice 4

3 Demonstrate how to construct, evaluate the business strategies. 4

4

Critically analyze and evaluate the basic functioning of Stock exchanges

Design and implement some activities using these principles

5


1. Apply knowledge of management theories and practices to solve business problem 1

2. Foster analytical and critical thinking abilities for data based decision making 2

3. Ability to develop value based leadership ability 3




contributing effectively to a team environment 5


advancement 6



2. Assignments

2. Power Point Presentation 3. Case Studies

3. Class Room Exercise 4. Quizzes

5. Workshops

6. Semester End Examination (SEE)


Components Average of

two IA tests

Average of Two




➢ Minimum marks required to qualify for SEE : N/A

Self Study topics shall be evaluated during CIE (Assignments and IA tests) and 10% weightage

shall be given in SEE question paper.


- It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for the

calculation of SGPA and CGPA.



o Part A contains three marks questions students have to answer five questions out of

seven questions.

o Part B contains seven marks questions, students have to answer five questions out of

seven questions.

o Part C contains ten marks questions, students have to answer three questions out of four

questions.

o Part D contains twenty marks, this is compulsory to answer for all students

MARKETING MANAGEMENT




Total Hours: Lecture = 50 Hrs; Tutorial = 0Hrs

Total = 50 Hrs SEE Duration

3 Hours for 100

marks

Course Learning Objectives

After completing this course learners will be able to

1. Prepare environmental analysis of a company

2. Present the consumer profile required for managers

3. Describe STP and product strategies of the company

4. Learn the price, place and promotion strategies adopted by different companies.

Pre-requisites: Students are expected to have the basic understandings of spreadsheets and data

visualization.

Unit - I 10 Hours

Introduction to marketing: Introduction to Marketing: Introduction, The Exchange Process,

Elements of Marketing Concept, Functions of Marketing, Old Concept or Product- oriented Concept,

New or Modern or Customer- oriented Concept, Marketing Myopia, Marketing Environment

analysis, (Micro and Macro),

Self learning topics: ETOP analysis.

Unit - II 10 Hours

Buyer Behavior Analysis: Meaning and Characteristics, Importance, Factors Influencing Consumer

Behavior, Consumer Purchase Decision Process, Buying Roles, Buying Motives. The black box

model of consumer behavior. B2B marketing Vs Consumer Marketing.

Self learning topics: Henry Assael Model.

Unit - III

10 Hours

Segmentation, Targeting and Positioning: Market Segmentation, Targeting & Positioning (STP):

Concept of Market Segmentation, Benefits, Requisites of Effective Segmentation, Bases for

Segmenting Consumer Markets, Market Segmentation Strategies. Targeting - Bases for identifying

target Customer target Marketing strategies, Positioning - Meaning, Product Differentiation

Strategies, Tasks involved in Positioning.

Branding - Concept of Branding, Types, Brand Equity, Branding strategies.

Self learning topics: Audience Segmentation

Unit - IV 10 Hours

Product management: Managing the Product: Concept, product hierarchy, product line, product

mix, product mix strategies, Product life cycle and its strategies, New Product Development,

Pricing: Pricing decisions: Significance of pricing, factor influencing pricing Marketing Channels:

(Internal factor and External factor), objectives, Pricing Strategies-Value based, Cost based, Market

based, Competitor based, Pricing Procedure.

Self learning topics: Design thinking and social Co-creation.

Unit - V 10 Hours

Place: Meaning, Purpose, Factors Affecting Channel Choice, Channel Design, Channel Management

Decision, Channel Conflict, Designing a physical Distribution System, Network Marketing.

Promotion: Advertising: Advertising Objectives, Advertising Budget, Advertising Copy, AIDA

model, Traditional Vs Modern Media- Online and Mobile Advertising, Social Media for Advertising.

Tools and Techniques of sales promotion, Push-pull strategies of promotion. Personal selling:

Steps/process involved in Personal Selling. Publicity/Public Relation-word of mouth, and

sponsorships

Self learning topics: Model analysis using data mining.

Project work: Marketing strategies of 60 different companies.

Students will select one industry and a particular company in that industry and present the marketing

strategies of that company.

Books

Text Books:

1. Kotler, Keller, Koshy & Jha, Marketing Management: A South Asian Perspective–

14/e, Pearson Education, 2012.

2. Lamb, Hair, Mc Danniel -Marketing-, 7/e, Cengage Learning 2012.

3. Tapan Panda ,Marketing Management, , 2/e, Excel Publication 2016

4. Arun Kumar & Meenakshi N ,Marketing Management, , 2/e, Vikas, 2012.

Reference Books:

1. Etzel M.J BJ Walker & William J. Stanton, Fundamentals of Marketing Management, 14/e,

TMH, 2012.

2. Dhruv Grewal and Michael Levy, marketing, 5e, McGrawHill, 2018

E-resourses (NPTEL/SWAYAM.. Any Other)- mention links

1. Marketing Management- I: https://onlinecourses.nptel.ac.in/noc18_mg30

2. Marketing Management –II https://nptel.ac.in/courses/110104070/#



Level

1. Develop ETOP/PESTEL analysis. 6

2. Design segmentation, targeting and positioning strategies of a company. 6

3. Formulate old and new 4P’s of marketing 6

Program Outcome of this course (POs)

PO No.

1. Students will be able to solve problems of competitive business environment. 1

2. Students will demonstrate their skills to enhance productivity, efficiency and

effectiveness of Business. 3

3. Students will be able to create models, plans and projects to explore the potential

markets. 7

Course delivery methods

Assessment methods

1. Lecture. 1. Internal test

2. Case study 2. Case study

3. Problem Solving 3. Project work

4. Simulation 4.


Components First IA test Second IA test Project CP

Maximum Marks: 50 20 20 5 5


➢ Minimum marks required to qualify for SEE : 20 out of 50

Self Study topics shall be evaluated during CIE (Assignments and IA tests) and 10%

weightage shall be given in SEE question paper.

Scheme of Semester End Examination (SEE):

1. - It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for


2. - Minimum marks required in SEE to pass: 40 (out of 100 marks)

3. - Question paper contains four parts.


seven questions.

o Part B contains seven marks questions, students have to answer five questions out

of seven questions.

o Part C contains ten marks questions, students have to answer three questions out of

four questions.


ACCOUNTING FOR MANAGERS




Total Hours: Lecture =50 Hrs; Tutorial = Hrs


3 Hours for

100 marks


1. Understanding Accounting terminologies.

2. Preparation of accounting records

3. Constructing Financial Statements

4. Analyzing the financial statements

Pre-requisites : Students are required to be aware of the basics of accounting concepts

Unit - I 8 Hours

Introduction to Accounting: Need and Forms of Accounting, Users of Accounting, concepts and

conventions of Accounting, Accounting Standards, relation of accounting with other disciplines,

Capital and revenue expenditure and receipts. Accounting Equation problems.

Self learning topics: Users of accounting information

Unit - II 12 Hours

Books of Accounts: Journals, Subsidiary books, three column cash book, ledgers and trial balance.

Depreciation- Straight line and Written down Value Method, Annuity Method.

Unit - III 13 Hours

Financial Statements: Preparation of final accounts of sole traders. Preparation of final accounts /

statement of companies-horizontal form and vertical form of financial statements. (Basic problems

on Final accounts of companies and sole traders)

Unit - IV 11 Hours

Analysis of Financial Statements: Comparative, common size and trend analysis, Ratio

Analysis, Preparation of financial statements using ratios, Preparation of Cash flow Statement

(Only indirect method).

Self learning topics: Significance of Ratio analysis

Unit - V

6 Hours

Issues in Accounting: Introduction to GAAP, IFRS, Forensic Accounting, and Window

Dressing, Sustainability Reporting

Books

Text Books:

1. Jawaharlal, Accounting for Managers, Himalaya Publication(2010)

2. Bhatttacharya , John Dearden ,Accounting for management, Vikas Publishing(2008)

3. Maheswari S. N,Maheswari Sharad K. Maheswari, A Text book of Accounting For

Management, Vikas Publishing (2010)

Reference Books:

1. Tulsian P. C, Financial Accounting 1/e, Pearson Education

2. Bhattacharya, Essentials of Financial Accounting (Based on IFRS) 3/e, Prentice Hall

E-recourses (NPTEL/SWAYAM.. Any Other)- mention links

1. https://www.edx.org/course/financial-accounting-and-analysis-2

2. https://drive.google.com/open?id=12Ir0OnwVvhVLrcf4h4d0gpNPnNRAUjHb



Level

1. Apply Accounting Equation in business decision making 3

2. Classify monetary transactions as per accounting rules, apply various methods

of depreciation to determine the value of asset 3

3. Develop Trading and Profit & Loss account, Balance sheet of sole trading

concern 3

4. Analyze the companies’ financial statements 4

5. Appraise the recent developments in Accounting 5


1. Apply knowledge of management theories and practices to solve business

problems. 1


3. Ability to understand, analyze and communicate global, economic, legal and

ethical aspects of business 4


advancement 6




3. Case Study 3. Case Studies

4. Quizzes

5. Workshops

6. Semester End Examination ( SEE)



two IA tests

Average of Two

assignments Project

Case

Study Workshop

Maximum

Marks : 50 25 5 5 5 10






https://www.edx.org/course/financial-accounting-and-analysis-2

https://www.google.com/url?q=https://drive.google.com/open?id%3D12Ir0OnwVvhVLrcf4h4d0gpNPnNRAUjHb&sa=D&ust=1557825080413000&usg=AFQjCNFo31MzPpDA-362Awqm4cYPQvMvYg

1. It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for


2. Minimum marks required in SEE to pass: 40 (out of 100 marks)

3. Question paper contains four parts.

o Part A contains three marks questions students have to answer five questions

out of seven questions.

o Part B contains seven marks questions, students have to answer five questions

out of seven questions.

o Part C contains ten marks questions, students have to answer three questions

out of four questions.

o Part D contains twenty marks, this is compulsory to answer for all student

HUMAN RESOURCE MANAGEMENT






3 Hours for

100 marks


1. To teach students role of human resource management in the organizations

2. To teach students applications of various concepts of human resource management in the

organization

3. To provide information on with regards to importance of human resource management in

enhancing productivity of employees in the organization

4. To provide information on changing concepts with regards to human resource management in

organizations

Pre-requisites: Students need to understand the basic of human resource management with

regards to role of HRM in India, recruitment industry in India and compensation patterns in India

Unit - I 10 Hours

Human Resource Management in Industry , Employment laws as per the changing Indian context ,

The Manager’s Role in Strategic Human Resource Management

Self-learning topics: Managing Talent at Lupin Limited ( IIM – A Case Study)

Unit - II 10 Hours

Role of Job Analysis, Process and Practices of Personnel Planning and Recruiting, Effectiveness of

Employee Testing and Selection, Policies and procedure of Interviewing Candidates

Self-learning topics: Recruitment at Zeus India Limited ( IIM – A Case Study)

Unit - III 10 Hours

Effectiveness of Training and Developing for Employees, Role of Performance Management and

Appraisal, Effectiveness of Coaching, Careers, and Talent Management in changing scenario of

Industry.

Self-learning topics: Performance Management at IRD Corporation ( IIM –A Case Study)

Unit - IV 10 Hours

Establishing Strategic Pay Plans, Pay for Performance and Financial Incentives, Benefits and

Services and its influence on employee performance

Self-learning topics: Compensation Management at Maruti Udyog Limited ( IIM –A Case

Study)

Unit - V 10 Hours

Ethics, Justice, and Fair Treatment in HR Management, Labor Relations and Collective Bargaining,

Employee Safety and Health, Managing Global Human Resources, Managing Human Resources in

Entrepreneurial Firms

Self-learning topics: Industrial unrest at Maruti Udyog Limited: Industrial Unrest of 2000-

2001 ( IIM –A Case Study)

Books

Sr,

No Text Books:

1. Gary Dessler, Human Resource Management, Pearson Education, 15th 2017 and onwards

2. Michael Armstrong, A Handbook of Human Resource Management Practices,Kogan

Page,10th 2007 and onwards

3. Robert Mathis and John Jackson, Human Resource Management, Cengage Learning,14th,

2016 and onwards

4. David A. Decenzo , Stephen P. Robbins and Susan L. Verhulst, Human Resource

Management, Wiley Publications, 11th, 2015 onwards

Reference Books:

1. Cynthia Fisher, Lyle Schoenfeldt and James Shaw, Human Resoruce Management, Wiley

Publications, 6th edition, 2012 and onwards

2. Scott Snell,Shad Morris and George W. Bohlander, Managing Human Resources, , Cengage

Learning, 17th/ 2016 and onwards

E-resources (NPTEL/SWAYAM. Any Other)- mention links

1. Edx- People Management / https://www.edx.org/course/people-management-2

2. NPTEL, Human Resource Management – I/ https://nptel.ac.in/courses/122105020



Level

1. Students apply the models of human resource management L4

2. Students distinguishing methods of human resource management L4

3. Students would be able to critically evaluate the methods of human resource

practices in the organizations L5

4 Students would be able to plan effectiveness practices and policies of human

resource management practices in the organizations L6



problems PO 1

2. Foster analytical and critical thinking abilities for data based decision making PO 2

3. Ability to understand, analyze and communicate global economic, legal and

ethical aspects of business PO 4


advancement PO 6





4. Case Based Teaching 4. Quizzes

5 Workshops

6 Semester End Examination (SEE)



two IA tests

Average of Two

assignments Project

Case

Study Workshop

Maximum

Marks : 50 25 5 5 5 10




1. It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for the





seven questions.


of seven questions.


four questions.

o Part D contains twenty marks, this is compulsory to answer for all student

SKILL DEVELOPMENT - I


Course type MNC CIE Marks 25 Marks

Hours/week: L-T-P 3-0-0 SEE Marks Nil


Total = 30 Hrs SEE Duration Nil

Pre-requisites: The students should have basic arithmetical knowledge.

Course Objectives:

The course is designed to develop employability skills of the student.

Aptitude 1 Unit No: 1

Duration: 6 Hrs

Numbers system

Ratio and Proportion

Aptitude 2

Unit No: 2

Duration

:

6 Hrs

Profit and loss, Partnerships and Averages

Time and work, Time, speed and distance

Aptitude 3

Unit No: 3

Duration: 6 Hrs

Percentages, SI and CI

Permutation, Combination and Probability

Aptitude 4 Unit No: 4

Duration: 6 Hrs

Coding & Decoding, Series, Analogy, Odd man out and Visual reasoning

Logarithms, Progressions,

Aptitude 5

Unit No: 5

Duration: 6 Hrs

Geometry and Quadratic equations

Data arrangements, Blood

Text Books:

1. FACE reading and learning material

Course Outcomes (COs)

1. Able to clear aptitude exams

2. Able to interpret data.



2. Foster analytical and critical thinking abilities for data based decision making.

3. Ability to develop value based leadership ability.

4. Ability to understand, analyze and communicate global, economic, legal and ethical aspects of

business

5. Ability to lead themselves and others in the achievement of organizational goals, contributing

effectively to a team environment.

6. Ability to make use of relevant skills acquired during the programme for career advancement.


Course Delivery Methods

- Black Board Teaching

- Power Point Presentation

- Class Room Exercise

Assessment Methods

- Internal Assessment Test

- Assignments

- Case Studies

- Quizzes

- Workshops

- Semester End Examination (SEE)

Scheme of Continuous Internal Evaluation (CIE)

Components Average of two IA

tests

Average of Two

assignments Workshop

Maximum Marks: 25 10 5 10

- Internal Assessment Tests, Assignment, Case studies, Workshops, Quizzes are compulsory.

- Minimum marks required to qualify for SEE: 20 Marks

-

Scheme of Semester End Examination (SEE) – N/A

CAMBRIDGE BUSINESS ENGLISH CERTIFICATION


Course type MNC CIE Marks 25 Marks

Hours/week: L-T-P 3-0-0 SEE Marks Nil


Total = 30 Hrs SEE Duration Nil

Pre-requisites: The students should have basic knowledge about English language and should have

moderate ability to read, write, listen and speak.

Course Objectives:

The precedence of the course is to familiarize the students with the content and format of the BEC examination

by providing them with exam-specific exercises and useful guidelines on successful task completion.

Its objective is to assist the students in developing necessary business language skills in the areas like

vocabulary, grammar, presentation and interactive communication.

Grammar and Vocabulary Unit No: 1

Duration: 6 Hrs

Vocabulary – everyday words, words and phrases used in workplace, finance, marketing, HR and

other business set up. Grammar – use of Articles, Prepositions, Adjectives, Adverbs, Linking

words and phrases. Sentences: formation, active/passive. Tenses, Subject Verb Agreement.

Reading Skills

Unit No: 2

Duration: 6 Hrs

Data interpretation: Charts/ graphs. Comprehension of short and long texts. Interpretation of notices,

short messages and email contents.

Listening Skills

Unit No: 3

Duration: 6 Hrs

Interpretation of recorded audio script. Listening for specific information. Listening for making

analysis.

Speaking Skills Unit No: 4

Duration: 6 Hrs

General interaction. Presentation on a business theme. Sharing information and expressing opinions.

Writing Skills

Unit No: 5

Duration: 6 Hrs

Writing Formal Letters. Writing business emails, memos, and reports.

Text Books:

1. Norman Whitby, “Cambridge English Business Benchmark”, Cambridge University Press, 3rd

Printing 2014.

Reference Books:

1. Prof. M.B. Kudari, “Passage to English” Self Publication, Gokak, 2011.

2. T. M. Farhathulla, “Communication Skills for Undergraduates” - RBA-Chennai, 2006.

3. K.R. Lakshminarayanan, “English for Technical Communication”, Scitech-Chennai, 2002.

4. Prof. G.S. Mudambadithya, “Functional English”, Sapana- Bangalore.


1. Students will be able to identify different grammatical concepts.

2. Students will be able to interpret, infer from business texts and explain their ideas in English.

3. Students will be able to strengthen their business communication skills and interpersonal skills.

4. Students will be able to organize and structure their ideas resulting in a coherent manner.

5. Students will be able to analyze the data provided and arrive at logical conclusions.





4. Ability to understand, analyze and communicate global, economic, legal and ethical aspects of

business

5. Ability to lead themselves and others in the achievement of organizational goals, contributing

effectively to a team environment.







Assessment Methods


- Assignments

- Case Studies

- Quizzes

- Workshops




tests

Average of Two




- Minimum marks required to qualify for SEE: N/A

Scheme of Semester End Examination (SEE) – N/A

ORGANIZATIONAL BEHAVIOR






3 Hours for

100 marks


1. To teach students role of organizational behavior in companies and in human resource

practices.

2. To appraise students role of psychology, sociology, political science and change management

in organizational behavior

3. To provide information on theories of organizational behavior and its application in the

organizations

4. To appraise students with regards to influence of changing organizational culture and its

impact on employees

Pre-requisites: Students need to be aware of the latest trends in Psychology, Sociology and

Organization Development Concepts

Unit - I

10 Hours

Field of Organizational Behavior, Emergence & OB as a Discipline, Evolution and OB in India,

what are organizations, Why Study Organizational Behavior, OB Trends, Corporate Social

Responsibility in India, Challenges and Opportunities in OB.

Self-learning topics: Ultra tech Cement: A transition towards Behavior based Safety

Unit - II

10 Hours

The Individual: Foundations of Individual Behavior – Ability, Intellectual Abilities, Physical

Abilities, Ability for job fit, Learning – Theories of Learning, Model of Individual Behavior,

Personality in organization, Attitudes and Job Satisfaction – Components of an Attitude. Personality

and Values- what is personality, Personality Determinants, Personality Traits, Measuring Personality,

Personality Testing at Work, Major Personality Attributes Influencing OB, Values.

Self-learning topics: Using Artificial Intelligence to Screen Human Intelligence

Unit - III

10 Hours

Perception Concept of perception, perceptual process Social Identity Theory, Attribution Theory,

Attribution Errors, Perceptual Errors – Primacy Effect, Recency Effect, Halo Effect, Projection Bias.

Improving Perceptions, Decision making and effectiveness of decision making, Leadership and

theories of leadership, motivation and concepts related to motivation in organization.

Self-learning topics: Leaderships Skills for tomorrow case study by Ivey Publishing

Unit - IV

10 Hours

The Group: Group and Interpersonal behavior - group dynamics - why groups form, types, group

norms, decision making / styles, strategies for improving decision making teams - special types of

groups, types of teams, Power and political behavior - sources of power, effective use of power.

Organizational policies, forces creating political behavior, forces creating political behavior,

personality and political behavior. Conflict - Sources and strategies to resolve conflict. Leadership -

styles, contemporary developments. Interpersonal communication.

Self-learning topics: Design Thinking comes of Age – Harvard Business Review

Unit - V

10 Hours

Organizational Change and Stress management, Radical change for the sake of innovation, forces for

change, Managing Planned change, Resistance to change, approaches to managing organizational

change, contemporary change issues for today’s managers, Work stress and its management, Work

Life Balancing.

Self-learning topics: Narayana Hrudayalaya: From Heart Care to Human Care, Ivey

Publishing

Books

Sr,No Text Books:

1. Pareek, U. Understanding organizational Behaviour ,3rd Ed OUP Higher Education

Division.

2. Stephen Robbins, T. J.Organizational Behavior 14th Ed, Pearson Publication.

Reference Books:

1. Newstrom, J. W., Organizational Behavior : Human Behavior at Work,12th Ed Mcgraw Hill

Education.

2. Nelson, P. K.Organizational Behavior, 7th Ed, South Western.

E-resources (NPTEL/SWAYAM. Any Other)- mention links

1. Edx- Managing People from a Global Perspective/ https://www.edx.org/course/managing-

people-from-a-global-perspective-0

2. Edx - Leading High-Performing Teams/ https://www.edx.org/course/leading-high-

performing-teams



Level

1. Students would be able to attribute theories of organizational behavior in

organizational context L4

2. Students would be able to structure process of leadership in the organization in

the organizations. L4

3. Students would be able to distinguish between teams and groups in the

organizations L5

4 Students would be able to construct effectiveness of organizational behaviour

practices in the organizations L6


PO No.


problems PO 1

2. Foster analytical and critical thinking abilities for data based decision making PO 2

3. Ability to understand, analyze and communicate global economic, legal and

ethical aspects of business PO 4


advancement PO 6





4. Case Based Teaching 4. Quizzes

5 Workshops

6 Semester End Examination (SEE)










2. Minimum marks required in SEE to pass:



seven questions.


of seven questions.


four questions.

o Part D contains twenty marks, this is compulsory to answer for all students.

FINANCIAL MANAGEMENT

Course Code 18MBA 202 Credits 4





3 Hours for

100 marks


1. To learn the Basics of Financial management

2. To understand time value of Money

3. To make investment Decisions

4. To select appropriate capital structure

Pre-requisites : Students needs to be aware of basic of financial terminology

Unit - I 8 Hours

Introduction to Financial Management : Introduction to Financial Management, Objectives of

Financial management- Profit maximization and wealth maximization, Role of a finance manager,

Financial management and other functional areas. Sources of financing: shares, debentures, Lease

financing, Hybrid financing, Venture capital, Primary market & Secondary market

Self learning topics: Indian Financial Markets

Unit - II 12 Hours

Time Value of Money & Cost of Capital: Present value & future value of single cash flow, Annuity

and perpetuity. Simple Interest & Compound interest, Capital recovery and loan amortization Cost of

Capital: Cost of equity (dividend discounting and CAPM model), preference and debenture capital,

Cost of retained earnings, weighted average cost of capital (WACC), and marginal cost of capital.

Self learning topics: Simple Interest problems

Unit - III

10 Hours

Investment Evaluation and Investment Decisions: Investment evaluation techniques- Net present

value, Internal rate of return, Modified internal rate of return, Profitability index, Payback period,

discounted payback period, accounting rate of return. Estimation of cash flow for future projects,

replacement projects.

Unit - IV 10 Hours

Working Capital Management: Factors influencing working capital requirement, operating cycle and

cash cycle. Estimation of working capital requirements of a firm (does not include cash, inventory and

receivables management)

nit - V 10 Hours

Capital Structures and Dividend Decisions: Planning the capital structures of a firm.(No theories),

EBIT-EPS analysis Leverages- Operating leverage, financial leverage and total leverage. Dividend

policy, factors affecting dividend policy. Introduction to Behavioral finance, Financial modeling,

Financial engineering

Books

Sl.No Text Books:

1. Prasanna Chandra , Financial Management,8th Ed, TMH

2. I.M .Pandey, Financial Management, 10th Ed, Vikas Publishing House

3. M. Y. Khan & Jain , Financial Management, 6th Ed, TMH

4. Shahshi K Gupta & R K Sharma, Financial Management,8th Ed, Kalyani Publishers

Reference Books:

1. Paresh P. Shah, Financial Management, 2nd Ed, Biztantra

2. V K Bhalla , Financial Management,1st Ed, S. Chand


1. https://www.edx.org/course/finance-essentials-for-mba-success-2

2. https://swayam.gov.in/courses/277-financial-management



Level

1. Analyze various sources of finance. 4

2. Apply and Analyze the concept of time value of money and makes better

decisions and will be able to calculate cost of capital for the organization. 3&4

3. Evaluate the different techniques of investment decisions 5

4. Apply the knowledge of working capital management. 3

5. Plan capital structure of the firm, basics of dividend policies and will have the

knowledge of emerging issues in financial management. 3


1. Apply knowledge of management theories and practices to solve business problems 1



aspects of business

4


advancement. 6


Assessment methods



3. Case Study 3. Case Studies

4. Quizzes

5. Workshops

6. Semester End Examination (SEE)







https://www.edx.org/course/finance-essentials-for-mba-success-2

https://swayam.gov.in/courses/277-financial-management









seven questions.


seven questions.


four questions.


BUSINESS COMMUNICATION






3 Hours for

100 marks


1. To understand and demonstrate writing and speaking processes through invention,

organization, drafting, revision, editing, and presentation.

2. To understand the importance of specifying audience and purpose and to select appropriate

communication choices.

3. To understand and appropriately apply modes of expression, i.e., descriptive, expositive,

narrative, scientific, and self-expressive, in written, visual, and oral communication.

4. To develop the ability to research and write a documented paper and/or to give an oral

presentation.

Pre-requisites: The student should have basic knowledge about human resource management and

training and development.

Unit - I 08 Hours

Introduction to Communication: Communication definition-classification of communication-process

of communication-elements of communication-barriers of communication-seven C’s of

communication, Organizational Communication-Purpose of writing – Clarity in writing – Principles of

effective writing – The 3X3 writing process for business communication – Electronic writing process

Self learning topics: Electronic Writing

Unit - II 08 Hours

Interpersonal Communication: Types of Business Letters - Writing routine and persuasive letters –

Positive and Negative messages - Writing memos – Writing the press release. Reports Writing and

Writing Proposals: Structure & preparation. Presentation Skills - Preparing presentation-Delivering

Presentation and Negotiation Skills - Factors affecting negotiation-Negotiation Process-Negotiation

Strategies.

Self learning topics: Self-Management Skills

Unit - III 08 Hours

Application of Business Communication: Introduction to business letters – Types of Business Letters

- Writing routine and persuasive letters – Positive and Negative messages - Writing memos – Writing

the press release. Reports Writing and Writing Proposals: Structure & preparation. Presentation Skills -

Preparing presentation-Delivering Presentation and Negotiation Skills - Factors affecting negotiation-

Negotiation Process-Negotiation Strategies.

Self learning topics: Becoming A Conflict Resolution Expert

Unit - IV 08 Hours

Group Communication: Meetings –objectives – Planning & Conducting meetings. Meeting

Documentation: Notice, Agenda, and Minutes of the meeting. Employment communication:

Composing Application Messages – Writing CVs. Press conference, Interviews and Group discussions.

Business Etiquette

Self learning topics: Adaptability & Work Ethics

Unit - V 08 Hours

Case based Communication: Case study method of learning, Types of cases, reading a case, case

analysis approaches, writing case analysis, approaches for writing case analysis, presenting case

analysis and case preparation. Case preparation, Analyzing and presenting written analysis of case.

Self learning topics: Difference between CV, Biodata & Resume

Books

Text Books:

1. Lesikar, Flatley, Rentz & Pande, Business Communication, McGraw-Hill, 11th ed., 2010.

2. P. D. Chaturvedi & Mukesh Chaturvedi, Business Communication: Concepts,

Pearson Education, 2011.

3. Penrose, Rasberry, Myers, Advanced Business Communication, Cengage Learning, 5th Ed.

Reference Books:

1. Mary Ellen Guffey, Business Communication: Process and Product, Cengage Learning, 3rd

ed., 2002.

2. Lehman, DuFrene, Sinha, BCOM, Cengage Learning, 2nd ed., 2012.


1. https://onlinecourses.nptel.ac.in/noc18_hs29/preview



Level

1. To write good business letters. 6

2. To examine and write business reports for effective decision making. 5

3. To analyze and evaluate the case studies and also judge the solutions with the

support of conceptual knowledge. 4

4. To design Resume/CV’s for employment communication. 6

5. To develop the ability to organize business meetings, write meeting agenda and

prepare minutes of the meeting. 6



contributing effectively to a team environment. 6


advancement. 7





4. Quizzes

5 Workshops

Semester End Examination ( SEE) 6












2. Minimum marks required in SEE to pass:



seven questions.


seven questions.


four questions.


QUANTITATIVE TECHNIQUES






3 Hours for

100 marks

Course Learning Objectives

After completing this course learners will be able to

1. Prepare a data for analytics by understanding advanced data management

2. Develop data models for decision making.

3. Discuss the application of machine learning concepts to business

4. Synthesize data using data mining for managerial applications,

Pre-requisites: Students are expected to have fundamentals of services marketing in the first

semester marketing management subject.

Unit - I 5 Hours

Advanced data management:

Multiple response analysis, data Validation, Rake weights, propensity score matching, orthogonal

designs, data transformation techniques, visual binning, optimal binning, random number generation,

Recoding of data. TURF analysis, Taguchi methods.

Unit - II 5 Hours

Data Modeling and experimental designs;

General Linear Model: Univariate, Multivariate, repeated measures. Generalized linear model Mixed

modeling, Panel data analysis. Latin square design, factorial designs, randomized block design

Unit - III 15 Hours

Machine learning:

Neural networks: Multi- layer Perceptron, radial function,

Cluster analysis; Hierarchical clustering, K-Mean, two steps and Discriminant analysis, Neighborhood

models.

Decision analysis: Decision under uncertainty, decision under risk, decision tree analysis, CHAID

method, random Forest techniques, factor analysis, correspondence analysis

Survival analysis: Kaplan Maier analysis, Life tables, Cox regression.

Unit - IV 10 Hours

Data Mining and Bayesian estimation:

Support vector machines, ADA Boost, Naïve bayes, Monte Carlo Marcov chain analysis, Bayesian

estimation, Logistic regression, Confusion matrix, ROC curves, Lift curves, Distance matrix, distance

map and distance transformation, Multi dimensional scaling, Structural Equation Modeling.

Association Analysis: Apriori Algorithm and its Extensions, Association Pattern Evaluation,

Sequential Patterns and Frequent Subgraph Mining, Applications: B2B Customer Buying Path

Analysis, Medical Informatics, Telecommunication alarm diagnosis. Anomaly Detection: Statistical-

based and Density-based Methods

Unit - V 15 Hours

Forecasting:

Forecasting Demand : Overview of Forecasting Methods, Selecting a Forecasting Technique,

Purpose of Forecast, Type of Users, Patterns in the Data Series, Lead Time, Minimum Data

Requirement, Desired Accuracy, Cost of forecasting. Quantitative Forecasting Methods Using Time

Series Data: Time Series Analysis - Trend Analysis, Cyclical Variations, Seasonal Effects, Random

Fluctuations, Smoothing Techniques, Moving Averages, Exponential Smoothing, Single Exponential

Smoothing, Holt’s Two-Parameter Method, Holt’s-Winters’ Method, Winters’ Additive Seasonality

Standard Statistical Error Terms, Specific Measures of Forecast Error, Out-of-Sample Measurement,

Forecast Value Added. Barometric Techniques - Leading, Lagging and Coincident Economic

Indicators, Diffusion and Composite Indexes,. New Product Forecasting: Using Structured Judgment,

Differences between Evolutionary and Revolutionary New Products, General Feeling about New

Product Forecasting, New Product Forecasting Overview, What Is a Candidate Product? New

Product Forecasting Process, Structured Judgment Analysis, Structured Process Steps, Statistical

Filter Step, Model Step, Forecast Step.

Project work: Students should select one database designated by faculty and present on quantitative

techniques concepts by evaluating them.

Books

Text Books:

1. Andy field, Discoverign statistics, Sage 1 e 2007

2. Colin D grey SPSS made easy, Psychology press 2012.

3 Keith McCormick, Jesus Salcedo SPSS Stastics wiley

4. Demand-Driven Forecasting: A Structured Approach to Forecasting Charles W. Chase

5 Understanding Machine Learning: From Theory to Algorithms, Shai Shalev-Shwartz, Shai Ben-

David Cambridge university press , 2014.

6 Demand Forecasting for Managers Stephan Kolassa

Reference Books:

1. Data Mining: The Textbook by Charu C. Aggarwal

2. Data Science for Business by Foster Provost and Tom Fawcett, O’Reilly

3 Introduction to Data Mining by Pang-Ning Tan, Michael Steinbach, Vipin Kumar, Addison

Wesley

4 Data Mining and Analysis: Fundamental Concepts and Algorithms by Mohammed J. Zaki and

Wagner Meira


1. Introduction to machine learning https://nptel.ac.in/noc/individual_course.php?id=noc16-cs18

2. Data Mining https://nptel.ac.in/courses/110107092/2



Level

1. Develop Machine learning model for business application 6

2. Design data mining report for managerial use 6

3. Formulate forecasting strategy for a business firm. 6


1. Students will be able to solve problems of competitive business environment 1

2. Students will demonstrate their skills to enhance productivity, efficiency and

effectiveness of Business. 3

3. Students will be able to create models, plans and projects to explore the

potential markets. 7


Assessment methods

1. Lecture. 1. Internal test

2. Case study 2. Case study

3. Problem Solving 3. Project work

4. Simulation 4. Workshop












2. Minimum marks required in SEE to pass: 40



seven questions.


seven questions.


four questions.


BUSINESS RESEARCH METHODS






3 Hours for

100 marks


1. To provide an understanding of the basics of marketing research process

2. To orient on the theoretical and practical aspects of marketing research

3. Encourage the students to take up analytical thinking through research

4. To highlight importance marketing research for enhancing marketing strategies.

Pre-requisites : Students need to be aware of basic of research methodology and its

application to the field of research

Unit - I 10 Hours

Fundamentals of Marketing Research

Introduction to Marketing Research, Marketing Research Process, Formulation of research problem;

Research gap analysis, Research Design: Exploratory and Conclusive research Design.

Self learning topics: Chemical Products Limited (B) - Research Design(IIM Case )

Unit – II

Data Collection and Questionnaire Design 10 Hours

Data Collection Methods: Sources of Secondary Data .Conducting review of literature in APA format ;

Survey and Questionnaire Design: Form and layout, Pilot testing; Sampling Techniques: scaling

techniques: Comparative and Non Comparative Scaling Techniques

Self learning topics: Dettol: Marketing Research for Understanding Consumer Evaluations of

Brand Extension(IIM Case )

Unit - III

10 Hours

Tabulation and Experiments

Explaining Association Rules (Market Basket Analysis) Causation, Discriminant Analysis for

Classification and Prediction. Probability and Non Probability Sampling Techniques, Sample Size

determination( problem)

Self learning topics: ABC Films: Marketing Research on Product Placement (B) (IIM Case )

Unit - IV 10 Hours

Data Analysis

Factor Analysis for Data Reduction, Cluster Analysis for Market Segmentation, Multi-dimensional

Scaling for Brand Positioning, Conjoint Analysis for Product Design

Self learning topics: Tej Auto Limited (B): Research Design, Data Preparation and Data Analysis

Plan (IIM Case )

Unit - V 10 Hours

Advanced Marketing Research

Market Mapping ,Online Audience Measurement ,Report preparation and presentation, International

marketing research, Marketing research in social media on internet , plagiarism

Self learning topics:

Fruitzone India Limited (B): Designing the Research Questionnaire (IIM Case )

Books

Text Books:

1. Marketing Research an Application Orientation-Naresk K Malhotra,6/e, Pearson, 2013.

2. Essentials of Marketing Research – William G. Zikmund et.al. 4/e, Cengage Learning,2010.

3. Predictive Analytics, Data Mining and Big Data- S. Finlay, Palgrave Macmillan Publishing.

Reference Books:

1. Marketing Research: Methodological Foundations 8 th Edition by Gilbert A. Churchill &

Dawan Iacobucci.

2. Marketing Research: David AAker/V.Kumar/Robert P Leone,George S Day. Willey

publication.11th edition.


1. https://nptel.ac.in/courses/110107080/


At the end of the course, the student will be able to Bloom’s Level

1. To distinguish the relation between research variables. L4

2. To Identify the uncertainties exist in business decision making. L3

3. To apply quantitative techniques to real world problems. L3

4. To analyze the modern statistical methods. L4

5. To apply the multivariate techniques in business research L3


1. Apply knowledge of management theories and practices to solve business problems. PO1

2. Foster analytical and critical thinking abilities for data based decision making. PO2

3. Ability to develop value based leadership ability. PO3

4.Ability to understand, analyze and communicate global, economic, legal and ethical aspects of business

PO4

5.Ability to lead themselves and others in the achievement of organizational goals, contributing

effectively to a team environment. PO5


7. Ability to acquire entrepreneurial competencies to create value for the society at large PO6



2 Power Point Presentation 2. Assignments

3 Class Room Exercise 3. Case Studies

4. Quizzes

5. Workshops













2. Minimum marks required in SEE to pass: 40 out of 100



seven questions.


seven questions.


four questions.


LEGAL AND BUSINESS ENVIRONMENT






3 Hours for

100 marks


1. To enable the students about the application of overall legal scenario in India.

2. To enable the students about the application of various acts to Indian Business Scenario

3. To enable the students about the formation of company

Pre-requisites : Students will understand the basic framework of legal scenario In India and the

stipulations of law

Unit – I 08 Hours

Meaning of law, Law of Contract: Definition, essentials and types of contracts, offer – definition and

essentials, acceptance – definition and essentials, consideration – definition and essentials, exceptions

to the rule, no consideration, no contract, doctrine of privity of contract, capacity of parties, free

consent, quasi contract, legality of object, performance of contract, termination of contract, remedies

for breach of contract.

Self learning topics: Practical Cases on Contract Act

Unit - II 08 Hours

Bailment and Pledge: Bailment, definition, essential elements, rights and duties of bailor and bailee.

Pledge – essentials, rights and duties of pledger and pledgee. Law of insurance – general principles of

insurance, life, fire and marine. Law of partnership: Definition, essentials of partnership, formation of

partnerships, kinds of partners, authorities, rights and liabilities of partners, registration of partnership,

dissolution of Partnership firm.

Self learning topics: Practical Cases on Insurance

Unit - III 08 Hours

Definition, characteristics and kinds of companies, steps in formation of company. Memorandum of

Association, Articles of Association, Prospectus. Directors: appointment, power, duties and liabilities,

meeting and resolutions: types of meetings. Auditor: appointment, rights and liabilities. Modes of

winding up of a company., Basic of Companies Act of 2013,

Self learning topics: comparative analysis of Companies act of 1956 and 2013

Unit – IV 08 Hours

Essentials, sale v/s agreement to sell. Condition v/s warranties, rights of unpaid seller. Consumer

Protection Act: Objectives, definition, consumer protection council and state consumer protection

council.

Self learning topics: Cases on Consumer Protection Act

Unit – V 08 Hours

Introduction and the need for intellectual property right (IPR), IPR in India – Genesis and

Development, Patent and kind of inventions protected by a patent, Patent document, How to protect

your inventions, Granting of patent copyright, Why protect copyright, Rights covered by copyright,

What is a trademark, Rights of trademark, What kind of signs can be used as trademarks, types of

trademark, function does a trademark perform.

Self learning topics: How is a trademark protected & registered.

Books

Text Books:

1. Goel, P, Business Law for Managers, 1st Ed Dreamtech.

2. N.D.Kapoor, Elements of Mercantile Law. 1st Ed , Sultan Chand

3.

Reference Books:

1. Saravanavel & Sumathi, Business Law for Management, 1st Ed , HPH

2.


1. https://www.sci.gov.in/judgments

2. http://www.judicialadda.in/LiveClasses

3. https://study.com/academy/topic/contract-law-basics.html



Level

1. Students will be able to Apply the basic provisions of the various acts mentioned 3

2. Students will be able to Apply the legal provisions to any given business situation 3

3. Students will be able to analyze the legal & business environment of the

organization and develop suitable strategies. 4


1. Apply knowledge of management theories and practices to solve business problem 01




advancement 06





4. Quizzes

5. Workshops

6. Semester End Examination

https://www.sci.gov.in/judgments

http://www.judicialadda.in/LiveClasses



tests

Average of Two



Writing two IA test is compulsory.

Minimum marks required to qualify for SEE : 20 out of 50








• Part A contains three marks questions students have to answer five questions out of seven

questions.

• Part B contains seven marks questions, students have to answer five questions out of seven

questions.

• Part C contains ten marks questions, students have to answer three questions out of four

questions.

• Part D contains twenty marks, this is compulsory to answer for all students.

Entrepreneurship Development ( Theory)




Total Hours: Lecture = 50Hrs; Tutorial = 0Hrs


3 Hours for

100 marks


1. To develop conceptual understanding of Entrepreneurship among the students

2. To comprehend the environment of making of an Entrepreneur

3. To understand the procedures of establishing an enterprise

4. To analyze the role of Government agencies in developing the Entrepreneurship

Pre-requisites : Students are expected to understand the role of entrepreneurship in developing the

economy and students have to read about life story of successful entrepreneurs

Unit - I 10 Hours

Introduction to Entrepreneurship:

Meaning, Definition and concept of Enterprise, Entrepreneurship and Entrepreneurship Development,

Evolution of Entrepreneurship, Theories of Entrepreneurship. Characteristics and Skills of

Entrepreneurship, Concepts of Intrapreneurship, Entrepreneur v/s Intrapreneur, Entrepreneur Vs.

Entrepreneurship, Entrepreneur Vs. Manager, Role of Entrepreneurship in Economic Development,

Factors affecting Entrepreneurship, Problems of Entrepreneurship.

Self learning topics: What are the challenges faced by new Entrepreneurs

Unit - II 10 Hours

Establishing an Enterprise :

Business Planning Process, Meaning of B-Plan, Advantages of B-Plan, Meaning and concept of

Entrepreneurial Competency, Developing Entrepreneurial Competencies, Entrepreneurial Culture,

Entrepreneurial Mobility, Factors affecting Entrepreneurial mobility, Types of Entrepreneurial

mobility. Entrepreneurial Motivation: Meaning and concept of Motivation, Motivation theories,

Entrepreneurship Development Program: Needs and Objectives of EDPs, Phases of EDPs, Evaluation

of EDPs

Self learning topics: Identify the competencies required for an entrepreneur

Unit - III 10 Hours

Role of Government in promoting Entrepreneurship

MSME policy in India, Agencies for Policy Formulation and Implementation: District Industries

Centers (DIC), Small Industries Service Institute (SISI), Entrepreneurship Development Institute of

India (EDII), National Institute of Entrepreneurship & Small Business Development (NIESBUD),

National Entrepreneurship Development Board (NEDB), Financial Support System: Forms of Financial

support, Long term and Short term financial support, Sources of Financial support, Development

Financial Institutions, Investment Institutions

Self learning topics: What are the challenges faced by new Entrepreneurs

Unit - IV 10 Hours

Women Entrepreneurship

Meaning, Characteristic features, Problems of Women Entrepreneurship in India, Developing Women

Entrepreneurship in India, Concept of Social Enterprise and Social Entrepreneurship, Social

Entrepreneurs, Sustainability Issues in Social Entrepreneurship, Rural Entrepreneurship, Family

Business Entrepreneurship, , Entrepreneurial resurgence, Reasons of Entrepreneurial Failure, Essentials

to Avoid Unsuccessful Entrepreneurship.

Self learning topics: Identify the reasons for entrepreneurial failure

Unit - V

10 Hours

Project Management

Forms of Business Ownership, Issues in selecting forms of ownership, Environmental Analysis,

Identifying problems and opportunities, , Project Management: Concept, Features, Classification of

projects, Issues in Project Management, Project Identification, Project Formulation, Project Design and

Network Analysis, Project Evaluation, Project Appraisal, Project Report Preparation, Specimen of a

Project Report

Self learning topics: What are the aspects of Environmental analysis

Books

Text Books:

1. Vasant Desai, Dynamics of Entrepreneurial Development and Management, Himalaya

Publishing House. (2017).

2. Vasant Desai, Project Management , Himalaya publishing House (2006)

Reference Books:

1. Poornima Charantimat Entrepreneurship and Small Business Development, 1st Ed, - Pearson

Education.

2. Anilkumar, S. C. Poornima, Abraham, Jayashree Entrepreneurship Development-1st Ed,

Newage International.

E-resources (NPTEL/SWAYAM.. Any Other)- mention links

1. Develop, organize and manage your own business https://www.edx.org/micromasters/iimbx-

entrepreneurship



Level

1. Identify the tenacity of being an entrepreneur 3

2. Identify the sectors and opportunities to develop an entrepreneur 3

3. Collect data from rural, social and women entrepreneur to evaluate India’s

performance in these sectors 5

4 Prepare project or business plan in one sector 6

5 Evaluate venture capital process and governance 5


1. Apply knowledge of management theories and practices to solve business problems

2. Foster analytical and critical thinking abilities for data based decision making

3. Ability to develop value based leadership ability


aspects of business


contributing effectively to a team environment


advancement




2. Assignments

2. Power Point Presentation 3. Case Studies

3. Class Room Exercise 4. Quizzes

5. Workshops




tests

Average of Two



Writing two IA test is compulsory.

Minimum marks required to qualify for SEE : 20 out of 50




- It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for the





seven questions.


seven questions.

o Part C contains ten marks questions, students have to answer three questions out of four

questions.


SKILL DEVELOPMENT - II


Course type MNC CIE Marks 25 marks

Hours/week: L-T-P 2 – 0 - 0 SEE Marks --


Total = 20 Hrs SEE Duration --

Pre-requisites: The students should have basic logical reasoning.

Course Objectives:

The course is designed to develop employability skills of the student.

Logical Reasoning 1 Unit No: 1

Duration: 6 Hrs

Logical connectives

Syllogism and Venn diagrams

Logical Reasoning 2

Unit No: 2

Duration: 6 Hrs

Data interpretation, Data sufficiency

Clocks, calendars

Logical Reasoning 3

Unit No: 3

Duration: 6 Hrs

Direction sense and Cubes

Reading comprehension, Sentence correction

Logical Reasoning 4

Unit No:

4

Duration: 6 Hrs

Critical Reasoning

Vocabulary

Logical Reasoning 5

Unit No: 5

Duration: 6 Hrs

Sentence completion and Para-jumbles

Articles, Prepositions and Interrogatives

Text Books:

1. FACE reading and learning material


1. Able to attempt logical reasoning question.

2. Develop logical ability.






aspects of business


contributing effectively to a team environment.


advancement.






Assessment Methods


- Assignments

- Case Studies

- Quizzes

- Workshops




tests

Average of Two




- Minimum marks required to qualify for SEE: 20 Marks

Documents

1st nd - Gogte Institute of Technology