Course Curriculum, Batch: 2014-2016 1 · ETOP & PESTLE Analysis, SWOT Analysis. McKinsey's 7-S Framework, Ansof f Matrix, BCG Matrix - its significance in strategy formulation, Porter's

Course Curriculum, Batch: 2014-2016 1

INSTITUTE OF MANAGEMENT STUDIES, GHAZIABAD

Post Graduate Diploma in Management

(PGDM-Flagship Programme IMS, Ghaziabad

The two year Post Graduate Diploma in Management is designed to prepare students for careers in industry, across

functional areas. The program equips students with strong conceptual skills to manage businesses in an integrated

manner. The emphasis is on developing a holistic manager with a vision to take on the challenges of the future. The

PGDM (Flagship Programme of IMS Ghaziabad) is approved by AICTE, Ministry of HRD, Government of India. It

is also accredited by NBA (National Board of Accreditation) and granted MBA equivalent status by AICTE as well as

AIU (Association of Indian Universities) and Accredited by IAO (International Accreditation Organization, USA).

The Course for the PGDM program is spread over six terms, each term being of 11-12 weeks. The first three terms are

essentially devoted to foundation courses, across core areas of management.

The course curriculum follows a well-designed course structure. During the first year all students pursue the same

course of study which enables them to build a firm foundation of management concepts and skills across all the key

disciplines. In the final year all students specialize in area of their choice from any area of the offered disciplines.

PGDM Course Curriculum Session 2014-16

Second Year

Term IV

Sr. No Code Nomenclature Credits Hours

01 BM-2401 Strategic Management 03 30

02 BM-2402 Personal & Professional Skills Programme-IV

(Business & Email Etiquette and Aptitude Test Preparation) 1.5 15

03 BM-2403 Summer Internship project 06 60

6 Electives (Three each from two areas of specialization) 18 180

(6*3 Credit each)

Total 28.5 285

Note: Topics of Dissertation will be finalized during Term -IV. The students have to get their topics and synopsis approved

from the Institute.

Term V


01 BM-2501 Business Ethics & Corporate Governance 03 30

02 BM-2502 Personal & Professional Skills Programme-V 1.5 15

(Crafting Resume & Holistic Approach for Successful Interview)

4 Electives (Two each from two areas of specialization) 12 120

(4*3 Credit each) Dissertation (Progress Report)

Total 16.5 165

Note: The students will submit a progress report on the basis of his / her effort in Term V. The report will be evaluated by the

institute.

Term IV


01 BM-2602 Dissertation (Final Submission) 06 60

2 Electives (One each from two areas of specialization) 06 60

(2*3 Credit each)

Total 12 120

2 Course Curriculum, Batch: 2014-2016


List of Electives

Marketing Management

Sr. No Code No Subject Name Credits Hours

1 BM-MK-01 Customer Relationship Management & Technology 3 30

2 BM-MK-02 Advertising & Sales Promotion Management 3 30

3 BM-MK-03 Sales & Distribution Management 3 30

4 BM-MK-04 Digital Marketing 3 30

5 BM-MK-05 Product & Brand Management 3 30

6 BM-MK-06 Marketing of Services 3 30

7 BM-MK-07 Marketing Research 3 30

8 BM-MK-08 Retail Management 3 30

Financial Management


1 BM-FM-01 Project Financing in Emerging Economies 3 30

2 BM-FM-02 Security Analysis & Portfolio Management 3 30

3 BM-FM-03 Commercial Bank Management 3 30

4 BM-FM-04 Corporate Tax Planning 3 30

5 BM-FM-05 Financial Risk Management 3 30

6 BM-FM-06 Investment Banking & Financial Services 3 30

7 BM-FM-09 Strategic Cost Management 3 30

8 BM-FM-10 Investment Management 3 30

9 BM-FM-11 International Financial Management 3 30

Human Resource Management


1 BM-HR-01 Management of Industrial Relations 3 30

2 BM-HR-02 Performance Management & Competency Mapping 3 30

3 BM-HR-04 Management of Change & Organizational Effectiveness 3 30

4 BM-HR-05 Labour Laws 3 30

5 BM-HR-06 Compensation Management 3 30

6 BM-HR-08 Training & Development 3 30

7 BM-HR-09 Human Resource Planning 3 30

Operations Management


1 BM-OP-01 Supply Chain Management 3 30

2 BM-OP-02 Total Quality Management 3 30

3 BM-OP-03 Management of Technology 3 30

BM-OP-04 Lean Manufacturing 3 30

4 BM-OP-05 Project Management 3 30

5 BM-OP-06 Decision Science 3 30



STRATEGIC MANAGEMENT

(BM-2401)

Credits: 03 Hours: 30

Course Objectives

Strategic management, being a key area in Business Management plays a vital role in success or failure of any product/

brand/organization. Strategic formulations ask for an integrated approach where in-depth knowledge of management

skills is required. The main objectives of the subject are:

To understand the basic facts, concepts and fundamentals of strategic management.

To explore the knowledge by scientifically using different methods of strategy formulation.

To develop the skills of strategic formulation to handle different situations in corporate world.

To understand the current scenario of market, understanding the nature & type of competition.

Course Contents

Unit 1

Introduction - Concept of Strategy, Strategic Management process, Evolution of strategy, Vision, Mission and Objectives,

Environment Appraisal - Concept of environment, External and internal environment scanning.

Unit 2

ETOP & PESTLE Analysis, SWOT Analysis. McKinsey's 7-S Framework, Ansoff Matrix, BCG Matrix - its significance

in strategy formulation, Porter's five forces model of competition.

Unit 3

Corporate Level Strategies: Stability Strategy, Growth strategy, Retrenchment strategy, Combination Strategy / Portfolio

restructuring, Business Level Strategies: Cost Leadership, Differentiation, Focus Strategy, Offensive strategies, Defensive

strategies and competitive advantages.

Unit 4

Structural analysis of competitive environment, Strategic analysis and choice - Criteria for evaluating strategic alternatives,

Operational and derived functional plans to implement strategy. Integration of functional plans. Evaluation and Control,

Strategic control and operational Control, Organizational systems and Techniques of strategic evaluation.

Unit 5

External Growth Strategy: Merger, Acquisition, Pros and cons of Mergers and Acquisitions; Joint Venture, Problems of

JVs, Foreign collaboration as a strategy for growth.

Text Books

1.Business Policy & Strategic Management: Azhar Kazmi, (TATA McGraw Hill).

2.Strategic Management: John Pearce II, Richard B. Robinson, Amita Mital, TATA McGraw Hill.

Suggested Readings

1. Strategic Management: Srinivasan, (PHI Learning Pvt. Ltd.).

2.. Strategic Planning & Management: P.K. Ghosh, Sultan Chand & Sons.

3. Demystify Strategy-Text and Cases: Amit Kapoor

4. Business Policy and Strategic Management: M. Jeyarathnam, Himalaya Publishing House.



5. Business Policy and Strategic Management: Aurnob Roy, Vrinda Publications (P) Ltd.

6. Strategic Management: Fred R. David, (PHI Learning Pvt. Ltd.).

7. Business Policy and Strategic Management: P. Subba Rao, Himalaya Publishing House.

8. Strategic Marketing Management Planning, Implementation & Control: Richard M.S. Wilson & Colin Gilligan

9. Business Policy & Strategic Management: Jauch & Gleuck

10. Strategic Management & Business Policy: Wheelen & Hunger

11. Business Policy: D. Thakur

12. Strategic Management Theory: Charles W.L. Hill & Gareth R. Jones

13. Business Planning & Policy: Mamoria & Mamoria

14. Business Policy & Strategic Management: Jauch, Rajiv Gupta,Glueck

15. Business Policy & Environment: V.P. Michael

16. Business Policy & Strategic Management: Dr. M.L. Bhasin

17. Business Policy & Environment: P.K. Ghosh & G.K. Kapoor

18. Business Policy & Strategy: McCarthy, Curran, Minichiello

19. Business Environment for Strategic Management: K. Aswathappa

20. Business Environment & Policy: Francis Cherunilam

21. Business Environment & Policy: J. Made Gowda

22. Essentials of Business Environment: K. Aswathappa

PERSONAL AND PROF ESSIONAL SKILLS PROGRAM-IV

(Business & Email Etiquette and Aptitude Test preparation)

(BM-2402)

Credits: 1.5 Hours: 15

Objective

Students are exposed to various recruitment processes to make them aware of various challenges that they

have to cross in order to get their dream offers. In this term, primary focus is on perfecting Personal Interviews

- Technical and HR.

In the competitive market, excellent ability to sell is of utmost importance - this is covered in this term

Content

Unit I

"Cracking the Personal Interviews" - The seminar covers all the aspects or PIs - preparation, frequently asked questions,

points to remember, do's and don'ts, inside tips to make an impression

Numerous, individual PIs are conducted followed by exhaustive feedback rounds from

Unit II

Introduction to product/services selling skills

Unit III

Advance level Aptitude test preparation - Verbal reasoning, Logical reasoning, Non-verbal reasoning



BUSINESS ETHICS AND CORPORATE GOVERNANCE

(BM-2501)

Credit: 3 Hours: 30

Course Objective

To introduce the ethical concepts to the students that are relevant for resolving moral issues in business,

Impart the reasoning and analytical skills needed to apply ethical concepts to business decisions.

To create awareness among the students of Values and Ethical Issues in the context of Corporate Governance.

To understand concepts of Corporate Governance and its implementation

To understand the statutory framework developed in India for achieving sound corporate governance practices.

BUSINESS ETHICS

(Part A)

Course Contents:

Unit 1

Business Ethics: Concepts: Introduction to Business ethics, Principles, Need, Importance, Nature, Scope, Objectives of

Business Ethics, values and ethics, Factors influencing Business Ethics, Characteristics of ethical

Organisation,Theories:Normative,Egoism,Utilitarianism , Kantianism, Stakeholder theory, Social Contract theory.

Unit 2

Ethical Dilemmas and Decision Making: Ethical dilemmas, sources, ethical challenges, Walton's Model of business

conduct, Resolving ethical dilemmas. Ethical Decision Making: ethical models, Kohlberg's Model of Cognitive moral

development, corporate values and ethical decision making, role of independent directors, role of corporate Governance

in ensuring ethics at workplace.

Unit 3

Corporate social responsibility: Concepts: definition, principles, Environmental concerns and companies, Externalizing

cost, social contract. , CSR ethics and corporate behavior

CORPORATE GOVERNANCE

(Part- B)

Unit 4

(a) Corporate Governance: An overview; the theory and practice of corporate governance; Landmarks in the

emergence of corporate governance.

(b) Agents and institutions in corporate governance: Rights and privileges of shareholders; Investors' problems

and protection: Corporate governance and other stakeholders; Board of Directors- A powerful instrument in

Corporate governance; Role, duties and responsibilities of auditors; Banks and Corporate governance.

(a) Facilitators, Role players and Regulators The role of media in ensuring corporate governance; Monopoly,

competition and Corporate governance; The role of public policies in governing business; SEBI- The Indian

capital market regulator; The role of government in ensuring Corporate governance.



Unit-5

Issues and Problems of Corporate Governance: Corporate governance in developing and transition economies; corporate

governance-The Indian scenario; The Corporation in a Global society.

Text Book

1. Fernando A.C. "Business Ethics: An Indian Perspective", Pearson, 2nd edition, 2012

2. Fernando A. C. "Corporate Governance" Second Edition, Pearson, 2012

Reference Books

1. Alexander Brink, "Corporate Governance and Business Ethics", Springer, 2011

2. Moon, Marc Orlitzky, Glen Whelan, "Corporate Governance and Business Ethics", Edward Elgar Publishing,

Incorporated, 2010

PERSONAL AND PROFESSIONAL SKILLS PROGRAM-V

(Crafting Resume & Holistic approach for successful Interview)

(BM-2502)

Credits: 1.5 Hours: 15

Objective

By this time of their academic life, students are ready to face the corporate world and placements are in full

swing. Whatever had been taught and discussed with them so far, suddenly takes a real picture and they are

expected to perform in various hiring processes. Constant help from the Personal and Professional Skills

Department is extended to each and every student

Content

Company specific data and information is regularly shared with the students

Discussion on what questions to ask the interviewer

Thorough revision of do's and don'ts of cracking interviews

Dress code for interviews is shared with the students

Understanding Emotional Intelligence - How it makes or breaks the selection process

Methods for job hunting



CUSTOMER RELATIONSHIP MANAGEMENT & TECHNOLOGY

(BM-MK-01)


Course Objectives

At the end of the course, it is expected that the students will be:

Able to understand the fundamentals of Customer Relationship Management, its scope and evolution

Familiar with the key concepts like Customer Life Cycle (CLC) & Customer Lifetime Value (CLV), Loyalty

Management, Relationship Marketing etc.

equipped with knowledge to understand planning and implementing CRM projects and use it in designing

marketing strategies and in enhancing the effectiveness of marketing programs.

Able to appreciate the role of IT for success of CRM with the emphasis on data handling & specifications of

e-CRM

Course Content

Unit 1

Customer Care: Changing Face of Indian Market, Shift from Product-focus to Customer-focus, Voice of Customer,

Customer Ownership & Customer Value, Customer Care

Knowing Your Customer, Customer Touch Points and Moments of Truth, Customer Loyalty and Customer Advocacy ,

Customer Relationships

Customer Life Cycle (CLC) & Customer Lifetime Value (CLV): Marketing Orientation, Value Creation, Customer

Life Cycle, Phases of CLC ,Customer Life Cycle Marketing, Customer Lifetime Value (CLV) ,CLV Defined, Applications

of CLV, Calculating CLV ,How to Improve CLV

Unit 2

Relationship Marketing: From Traditional Marketing Approach to Relationship Marketing, Relationship Marketing:

Organizational Pervasive Approach, Managing Customer Emotions: A Tool for Relationship Marketing, Relationship

Marketing in Consumer Segment v/s Service Segment, Consumer Segment & Relationship Marketing, Service Segment

& Relationship Marketing, Brand Building through Relationship Marketing, Service Level Agreements (SLA)

Customer Relationship Management (CRM): Defining CRM, Customer Relationship Framework, Scope and Evolution

of CRM ,Core Modules of CRM, Technology and CRM, Electronic Point of Sale, Electronic Point of Service, Web-

Interface, From Call Centres to Interaction Centres, Interactive Voice Response System (IVRS),Mobile GPRS, 3G...

,Levels of CRM ,Operational CRM, Analytical CRM

Unit 3

Loyalty Management: Loyalty Management, Definition of Loyalty, How to Manage Loyalty, Ideology of Loyalty

Management, Architecture of Loyalty Management, Loyalty Programs, Planning and Managing Loyalty Programs,

Types of Loyalty Programs, Success Drivers of Loyalty Programs

SYLLABUS FOR ELECTIVE SUBJECTS

MARKETING MANAGEMENT ELECTIVES



eCRM: What is eCRM ?,Benefits of eCRM, Data handling in eCRM, Specifications of eCRM Solution, CRM Sales

Requirements, CRM Marketing Requirements, Provisioning Requirements, CRM - Service Support, CRM - Product &

Pricing Management, CRM Account Management, CRM - Order Entry, Channel & Incentive Management, Customer

Self Service, Customer Self Service, Reporting Requirements, Data Warehouse

Unit 4

Planning & Implementing CRM Projects: Scope and Significance of CRM Project, Business Process Reengineering

(BPR) for CRM Implementation, CRM Implementation Process, The Competitive Situation Analysis, Define CRM

objectives and prioritise of CRM requirements, The strategic Alignment, The Financial analysis, Selection of CRM

Tool & Technology, Managing CRM Adoption within Organisation, The Integration Methodology, Data Migration

Unit 5

Making CRM a Success: Success Factors for CRM, Top Management Commitment

Adoption of CRM Philosophy within Organisation, Organisation-wide Focus, CRM & HR Issues, Implement Change,

Role of Change Leader, Selection of appropriate CRM Solution, Ease of Usage, Choose the Right Vendors/Service-

Provider, CRM & its Integration within the Organisation, Outsource the experts ,Securing Customer Data: Information

Security, Management System, Need of Securing Information, Meaning of Secured Information, Information Security

Management System (ISMS),Information Security Policy, Ethical issues in CRM

Future of CRM: Emerging Technologies & CRM ,SaaS Solutions ,Cloud Computing, New Customer Access

Technologies

Text Books

1. Makkar, Urvashi; Makkar, Harinder; Customer Relationship Management,Tata McGraw Hill, 2011

2. Dyche, Jill (2007); The CRM Handbook; A Business Guide to Customer RelationshipManagement, Pearson

Education

Reference Books / Suggested Readings

1. Sheth, Jagdish N; Parvatiyar, Atul; Shainesh G(2003); Customer Relationship Management-Emerging Concepts, Tools

and Applications, Tata McGraw Hill

2. Nath, Dhruv(2005); The Nuts & Bolts of CRM, Tata McGraw Hill.

3. Bhat, K.Govinda; CRM, Himalaya Publishing House

4. Chaudhuri Avijit, Shainesh (2001), "Implementing a Technology Based CRM Solution" CRM - Emerging Concepts, Tata

McGraw Hill

5. Mukesh Chaturvedi, Abhinav Chaturvedi, Customer Relationship Management, Excel Books

Magazines / Journals: 1. Case Folio (ICFAI Publication) 2. Journal of Marketing 3. Indian Journal of Marketing 4.

Harvard Business Review 5. Indian Management 6. 4P's



ADVERTISING & SALES PROMOTION MANAGEMENT

(BM-MK-02)


Course Objective:

To throw light on the new perspective on how advertising fits into the bigger marketing communications

picture and to understand the newly acquainted concept of Integrated Marketing Communications.

To provide a picture of rapidly changing pace of advertising and ad-agencies in the total context of marketing

communications.

The aim of the subject is to acquaint the students with concepts and techniques for developing an effective

advertising program. The emphasis will be on advertising as a medium of communication.

In sales promotion module, the focus will be on the techniques used in promotion to dealers and consumers.

Course Content

Unit 1

Fundamentals of Advertising

Role and Objectives of Marketing Communication in marketing programme, Integrated Marketing Communication

(IMC), Impact of IMC on Advertising, Process of IMC, Advertising as a tool of Communication, The process of

communication , Role of Advertising in "Communication Mix", Active Participants in Modern Advertising, Ethics in

Advertising, Role of Advertising Standards Council of India (ASCI),

Unit 2

Advertising Planning and Decision Making

Determination of Target Audience, Market Segmentation, Targeting and Theme identification, Product Life Cycle (PLC)

and Advertising, Decision Process and Role of Consumer Behaviour, Types of Purchase Decision Behaviour, Consumer

Analysis & Competitor Analysis

Unit 3

Setting Goals and Objectives- Advertising goals, DAGMAR approach, Types of campaigns

Building Advertising Programme

Message Strategy

Message Design and Positioning, Message Presentation,

Advertising Message Format - Message Theme, Headline, Layout, Copy Logo, Appeals, Use of symbols in Advertising

Message Appeals - Rational Appeals, Emotional Appeals

Message Tactics - Creative Approaches

Rational Creative Approaches

Emotional Creative Approaches

Using an Endorser - Issues and concerns, multiplicity of endorsers

Unit 4

Media Selection, Planning, Scheduling and Strategy



Types of Media, Media Planning, Media Selection, Media strategy, Media scheduling strategies, Multiplicity of media

- challenges and opportunities, Ostraw Model for Media Frequency Decisions,

Advertising Budget

Waste in Advertising, Control of wasteful Advertisements, Determining advertising expenditure and methods of advertising

budget, DAGMAR Approach for Advertising Budget

Unit 5

Fundamentals and Techniques of Sales Promotion

Sales Promotion & Promotion Mix, Impact of Sales Promotion on Sales, Issues and challenges involved in Sales

Promotion, Techniques of Consumer Promotion and Trade Promotion

Text books

1. Batra Rajeev; Myers, John G; Aaker, David A; Advertising Management.

2. George E. Belch, Michael A. Belch, Keyoor Purani; Advertising and Promotion

Reference Books/Suggested Readings

1. Rossiter, J.R.; Advertising and Sales Promotion Management.

2. Burnett, John J; Promotion Management.

3. Quelch-Sales Promotion Management

4. Bhatt bergs- Sales Promotion Management

SALES & DISTRIBUTION MANAGEMENT

(BM-MK-03)


Objective

The course aims to impart skills and knowledge needed to manage sales force and distribution function so as

to gain competitive advantage. It includes focuses on the sales process, the key decisions in the area of marketing

intermediaries (including technology aspects) and other inter-related concepts to improve understanding of sales and

distribution function.

Course Contents

Unit 1

Introduction to Sales Management

Nature, meaning, scope and significance, The art of selling, Understanding the buying motive , The art of persuasion,

Prospecting, Sales presentation, Selling and Negotiation skills, Sales close, New developments in the selling practices,

Telemarketing, Relationship marketing, Retail selling and business-to-business selling

Unit 2



Sales force management

Sales Force Job Analysis and Description;Recruiting, Selecting, Training, Sales force motivation and Compensation

plans, Designing sales territories, Sales quotas, Sales budgeting, Routing and scheduling sales force, Organising the

sales department and link with other functional areas of business; Evaluating Sales Performance

Unit 3

Marketing intermediaries and its role

Role and Function of Intermediaries; Selection and Motivation of Intermediaries; Distribution Planning and Control

Distribution Analysis; Channel Dynamics, Channel power and conflict

Unit 4

Integration of sales and distribution functions

Physical distribution and outbound logistic management, different methods of transport and their and their characteristics;

an overview of warehousing management-location/ types of warehouses ; Logistics integration for customer service

satisfaction

Unit 5

Emerging trends

Role of Electronic media, e-retailing, Emergence of VMS/HMS and its significance; case lets and applications

Text Books

1. Spiro, Stanton, : " Management of Sales Force" Irwin

2. Still ,Cundiff ,Govoni " Sales Management" PHI

3. Panda T and Sahadev S "Sales and Distribution Management" Oxford University Press.

References

1. Anderson R.E. " Professional Sales Management" McGraw Hill International

2. Jobber, Lancaster , " Selling and Sales Management" Pearson Education

3. Futrall Charles "ABC's of selling " All India Traveller

4. Anderson Rolph Essentials Personal Selling Mc Graw Hill Publications

5. Anderson R.E. "Professionals Sales Management MC Graw Hills New York

6. Buskrik R. Selling McGraw hill

DIGITAL MARKETING

(BM-MK-04)


Course Objectives

Digital Marketing has been designed to help the students to understand how to plan, implement and manage a

comprehensive digital marketing strategy. It will teach them how to engage with customers online and use the internet

as a marketing channel. Equally important is the fact that they will learn how to drive measurable results.



Learning Outcomes:

Introduce students to the new ways the web has changed the rules of marketing and PR, Social Media Marketing

techniques, Search Engine Optimization, Search Engine Marketing, Pay Per Click/View Advertising and Email

Marketing

Introduce specific principles regarding the "new rules" of marketing online

Teach students how to design and facilitate a real world digital marketing campaign by using a client

Introduce students to current tools in the digital marketing space

Course Content:

Unit 1

A framework for digital marketing

Digital Marketing Landscape, Commercial beginnings of the Web- Web 2.0, The Future Web 3.0, different digital

technology marketing platforms, Digital Marketing Today, Internet Business models - marketing in a connected world

- Internet as a marketing platform: opportunities and challenges - critical success factors for internet marketing - benefits

of and barriers to Internet marketing

Unit 2

Digital Marketing Environment

Digital Marketing Opportunities, market opportunity analysis in the new economy - delivering customer value, Global

digital Marketing issues, Consumer Behavior Online, Privacy within Digital Contexts, Emerging Issues

Unit 3

The digital Marketing Mix

Product development: influence of interactivity and individualization - new product development process - Brand building

on the web - Designing on - line services - Customer interface design issues

Pricing on the internet - the economics of pricing, pricing process, dynamic pricing and pricing strategies

Internet as a distribution channel - disintermediation - the role of Internet intermediaries - Designing channel systems -

Managing distribution channels: Creating and Managing Online Partnerships: Affiliate marketing Online advertising;

models and types, On-line promotion: direct marketing, viral marketing, developing campaigns, e-CRM

Integrated Marketing communications' mix - online promotional strategies and processes, social media marketing,

permission marketing, managing online reputation

Unit 4

Digital Marketing Strategy

Planning the internet strategy - Stages of Internet marketing - Segmenting the internet market, Niche marketing strategies,

On-line positioning and competitive analysis - Internet marketing scenarios - pure-play, bricks-and-clicks, bricks-and-

mortar

Planning for web and mobile marketing issues

Unit 5

Emerging Trends in Digital Marketing

Search Engine Optimization- Keyword Research , How Google Works ,Search Engine Factors ,On Page & Off Page

Optimisation , Meta Tags, Images, Content, Video, Links and How to Get Them , Pay per Click- How to Create a PPC

Campaign ,Implementing PPC Budget, Targeting Your Advertising , Measuring & Managing Your Campaigns, Digital

Display Advertising-Creating and implementing banner campaign, Social Media Marketing- Increasing Website Traffic

Using Facebook, Twitter, Video, etc Building Brand Awareness Using Social Media, Best Practice Examples & Case

Studies ,Mobile Marketing- Various Forms of Mobile marketing, Geo-Targeting Your Campaign for Smart Phones



Text Book

1. Chaffey, Dave, Chadwick, Fiona, Ellis. (2012). Digital Marketing: Strategy, Implementation and Practice, 5/

E, Pearson


1. Greenberg, Eric, Kates , Alexander. (2013).Strategic Digital Marketing. Tata Mc Graw Hill

2. Charlesworth, Alen. (2014). Digital Marketing: A Practical Approach

3. Strauss Judy, Frost Raymond. (2009). E Marketing, 5E, PHI

4. Bayne, M.. Internet marketing plan. New York: John Wiley & Sons.

5. Hanson, W., & Kalyalam, K. Internet marketing and e-commerce. New Delhi: Cengage.

6. Roberts, L. M.. Internet marketing-integrating online and offline strategies, USA: Atomic Dog Publishing.

7. Siegel, C. F. Internet marketing: foundations and applications. Boston: Houghton.

8. Mary Lou Roberts: Internet marketing, Cengage Publications

PRODUCT & BRAND MANAGEMENT

(BM-MK-05)

CREDIT: 3 HOURS: 30

Course Objective:

In this subject, the students will explore their knowledge by learning all the concepts of Product & Brand Management.

The study of Brand equity, brand personality, Brand image, Product fundamentals, Brand positioning & repositioning &

certain other facts will make them a true professional to handle different situations in corporate world.

The main objectives of the subject are:

To understand the basic facts, concepts & Theories of Brand Management

To understand the fundamentals of Brand Management.

To understand the current scenario of the Indian Market & application of the concepts studied in real life

situations.

Course Content:

Unit 1

Product Concepts: What is a product, Levels of product, Product Mix concepts - Product Line, Product Length,

Product Depth, Product Breadth, Product mix decisions, BCG Model, General Electric Multifactor Portfolio Matrix.

New Product Concepts: What is a new product? , New Product Development, Process of New Product Development,

Techniques of Idea Generation and Screening, Concept Development and Testing, Business analysis, Product development

and Test Marketing, Barriers to success - Internal and exterior Barriers, why do products fail?

Product Life Cycle: Product Life Cycle concept, Marketing implications of Product Life Cycle stages and corresponding

Strategies - Rapid skimming, Slow skimming, Rapid Penetration, Slow Penetration strategies, Why changes occur in the

product life cycle? Fad and Fashion, Corporate Strategy and Product Policy Product line Decisions.



Unit 2

Brand & Brand Management: Introduction to brand, Definition and meaning of brand, Brand and product, The role

of brands, Advantages and Benefits of branding; Brand attributes, Significance of branding to consumers & firms,

Branding decisions - whether to or not to brand, decision on sponsor and positioning of brand, Brand name decision

Brand strategy decision - Line extension, Brand Extension, Multi branding, co-brands, line branding, umbrella branding,

Branding in modern context, Brand Industry Planning, Brand Positioning, Brand Leverage, Brand Valuations.

Unit 3

Brand Extension: Types of brand extension, category related, image related and unrelated brand extension, Benefits

and scope of brand extension, Brand Awareness Brand Recall, Brand loyalty, Brand Recognition, Brand architecture -

Portfolio roles, product market context roles, Endorser and sub-brand roles, Unique selling proposition. Brand Image -

defining brand image, Kapferer's model of brand image.

Unit 4

Brand Personality: Defining brand personality, Brand Personality and Brand Associations, how to create brand

personality, measuring brand personality, Brand identity concept, Brand positioning - Defining brand positioning, why

do we need positioning, Importance and Significance of Brand positioning to Marketers & Customers, the concept of

Brand Repositioning, different methods for brand re-positioning.

Unit 5

Brand Equity: The brand equity concept, defining brand equity, Measuring brand equity, Building brand equity. Brand

image and brand equity relationship, Customer Based Brand Equity (CBBE), Brand Communication-Integrating

Marketing Communications to build Brand Equity, Brand Identity - Defining brand identity, Brand identity perspectives,

Brand identity prism,

Text Books

1. Brand Management: Mahim Sagar, Deepali Singh, D. P. Agarwal and Achintya Gupta

2. Brand Management: YLR Moorthy. (Vikas Publishing House Pvt Ltd.)


1. Strategic Brand Management: Kevin Lane Keller, (PHI Learning Pvt. Ltd.).

2. Brand Positioning: Subroto Sengupta. (TATA McGraw Hill)

3. Product Management: Majumdar, (PHI Learning Pvt. Ltd.).

4. Product Management: Dr. S.L. Gupta (Wisdom Publications).

5. Product Management: Lehmann and Winer, (TATA McGraw Hill).

6. Marketing and Branding: The Indian Scenario: S. Ramesh Kumar, (Pearson).

7. Strategies for Brand Management: Anil Verma, (ICFAI Press).

8. Brand Management: Text & Cases, Excal Books, Harsh V. Verma



MARKETING OF SERVICES

(BM-MK-06)


Objective

The objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems

and strategies specific to marketing of services. Problems commonly encountered in marketing services -- such as

inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling quality -- will be addressed.

Strategies used by successful services marketers to overcome these difficulties will be discussed. This course provides

a practical introduction to the theory and concept of services marketing to a range of organizational settings and contexts.

Course contents

Unit 1

Introduction to services marketing

The Services System- the importance of the Service Sector of the economy, anatomy of a Service Exchange, why and

how services marketing is different, Frameworks for analyzing services- the service profit chain, the Service Marketing

Mix

Unit 2

Service quality and consumer behaviour

The integrated GAPS model of service quality, Consumer Behavior in Services-A Model of Consumer Expectations-

Antecedents of Consumer Expectations- Customer perceptions of service, Focusing on the customer- building customer

relationships, service recovery and its role in CRM, Relationship Tools & Strategies-Role of Service Personnel ,internal

marketing & cycle of success

Unit 3

The services marketing mix

Focusing on the customer- customer -defined standards, Physical Evidence & Service cape -, impact of the Service

Environment on Consumers, Service development and design-the Service Process- the Service Operation- Blueprinting

of service Operations, Customers' Role and Employees role in service delivery, service empowerment and recovery

Unit 4

Optimizing services availability and delivery

Demand and Capacity Alignment-The Service Capacity-Demand & supply interface-Strategies to deal with imbalances-

Capacity Modification Strategies- e-channels, Pricing decision-the role of pricing and its determinants, pricing techniques

- making services worth what is paid for, Integrated Services Marketing Communications -the Role of communication,

communication and the purchases process, steps in designing an effective communications mix

Unit 5

Applications

Marketing Financial Services, Healthcare, Case lets and case discussions

Tex books:

1. Zeithaml V.,and Bitner Marry. J, 'Service Marketing', "Tata McGraw Hill

2. Lovelock C, 'Services Marketing- People, Technology and Strategy', Pearson Education (latest ed)



References

1. Nargundkar, R' 'Services Marketing' Tata McGraw Hill

2. Rust, Roland T., "Services Marketing " Harper Collins

3. Shankar, Ravi, "Services Marketing", Excel Books

4. Payna, Adrian, " Essence of Services marketing" Prentice Hall

5. Verma, Harsh V "Services Marketing" Text and Cases" Pearson Educations

6. Chowdhary Nimit and Chaudhary M; "Textbook of Marketing of Services- The Indian Experience" Macmillan

Publications

7. Rao Mohana Rama.K , 'Services Marketing'Pearson Education

8. Lenoff,David B, 'Marketing Financial Services', Harper publications

9. Apte, Govind, 'Services Marketing' Oxford publications

MARKETING RESEARCH

(BM-MK-07)


Course Objective

To provide an insight into the scope and extent of application of marketing research as an information providing

activity for the purpose of management decision making.

To familiarize students with methods of collecting and analyzing data pertinent to solving marketing problems.

To illustrate how information derived from marketing research can be applied to problem - solving and decision

- making processes.

Course Content

Unit1

The Marketing Research Process - Definition and Scope of Marketing Reseach; Review of the marketing concept;

definition of marketing research; Applications; the benefits of marketing research to marketing managers

Unit 2

Defining the Problem; The steps of marketing research; problem formulation; Primary & Secondary Research

Unit 3

Exploratory Research Designs - Focus Groups & In-depth Personal Interviews: The purpose, design and execution of

focus groups; Designing the discussion guide, recruiting respondents, Moderating the group discussion, debriefing

clients and presenting the findings

Descriptive Research and Surveys - Survey Methods and Errors: Cross Sectional Design v/s Longitudinal Design;

Questioner Design; Observation Techniques

Overview of Measurement: Construct Development and Scale Measurement; Fundamentals & Comparative scaling;

Non Comparative Scaling Techniques



Unit 4

Sampling: Theory, Design and Issues in Marketing Research; Sampling Plan: non-probability and probability samples

Preliminary Analysis and Interpretation of Data: Data Reduction, Processing and Tabulation; Choice of analysis

techniques; Assumptions for statistics, hypothesis testing, confidence intervals; Univariate and bivariate analyses

Unit 5

Data Analysis: Testing for Significant Differences; Testing for Association

Data Analysis: Multivariate Analysis: Introduction to SPSS

Text Book

1. Naresh Malhotra: Marketing Research, Pearson

2. Luck & Rubin "Marketing Research" PHI;


1. Andy Field,Discovering Statistics using IBM SPSS Statistics , Sage Publication

2. Fourth EditionBoyd & Westfall "Marketing Research" Irwin

3. Majumadar, Ramanuj "Marketing Research" New Age International;

4. George, Kress "Marketing Research" Prentice Hall, New Delhi;

5. Crask, Melvin "Marketing Research" Prentice Hall, New Delhi;

6. Tull,D.S. :Marketing Research" Prentice Hall, New Delhi;

7. Green, Paul E "Research for Marketing Decisions" Prentice Hall, New Delhi

RETAIL MANAGEMENT

(BM-MK-08)


Course Objective

Retail in India is still at a very early stage. Most retail firms are companies from other industries that are now entering

the retail sector on account of its amazing potential. There are only a handful of companies with a retail background.

The students will explore their knowledge by learning all the concepts in Retailing. The study of environmental analysis,

competitor analysis, customer care & role of ethics in Retail Management will make them a true professional to handle

different situations in Retailing. The main objectives of the subject are:

To understand the basic facts, concepts & theories of Retail Management

To understand the current scenario of the market, understanding the type & nature of competition.

To understand all the functioning at a retail outlet

To acquire the knowledge about the emerging trends in different fields of Retail Management.



Course Content

Unit 1

Introduction to Retail - Global and Indian Perspective, Role and Relevance of Retail in Indian context, Functions &

Trends, the Growth of retail in India, factors affecting growth of retail in India, Defining retailer, Functions of Retailer,

Classification of Retailers-convenience stores, Supermarkets, Warehouse stores, Category Killer, Departmental Store,

Factory outlet, Specialty store, Discount Store, Non-store retailing - Direct marketing, Direct selling, Vending machines,

E-commerce, Organized & Unorganized Retail in India, Retailing Concepts, Theories of Retail change.

Unit 2

The customer Decision makes Process, Understanding Customer psychology and behaviour, Major factors affecting

buying behavior, Relationship Marketing in Retailing, Customer service, providing superior services, importance of

service in retail. Managing Customer complaints - how to handle customer complaints, Gap Analysis - Knowledge gap,

Standard gap and Delivery gap.

Unit 3

Store Location - Steps in selecting a retail location, Factors affecting location of a store, Retail Store Design, Store

Layout - key considerations, steps for designing layout, Types of store layout - Free flow, Grid, Race track, Herringbone

and Spine layout, factors of design decisions, Feature areas in store, Importance of layout of store, Managing the store,

Store operations strategy - Tasks to be performed at store level, store administration, Managing human resource in store.

Unit 4

Advertising & sales promotion in retail in India - Retail Marketing & Communication, Display as promotion tool,

personal selling and its importance in retailing, Merchandise presentation technique, Retail selling process, Retail

Marketing Mix, FDI in Retail. Private Labels - Defining private labels, Pre-requisites of private labels, advantages of

store brands, how to create private brands, Visual merchandising - its importance in retailing, Mall Management, Concepts

in Mall design.

Unit 5

Modern issues in retailing - Shrinkage in retailing, defining retail shrinkage, Types of shrinkage, latest data in retail

shrinkage, Steps to prevent retail shrinkage, Radio frequency identification, Technological revolutions in Retail, Airport

Retailing - Global and Indian scenario, significance of airport retail in India, Future of Retailing in India - New

terminologies in Retailing.

Text Books.

1. Retail Management - A Strategic Approach: Barry Berman & Joel R. Evans

2. Retailing Management: Swapna Pradhan

3. Retail Management: Gibson G. Vedamani

Suggested Readings:

1. Retailing Management: David Gilbert

2. The Art of Retailing: Lamba

3. Retail Management: S.L. Gupta

4. Retailing Management: Michael Levy & Barton A. Weitz

5. Mall Management: Abhijit Das

6 Marketing Management: Philip Kotler

7. Brand Positioning: Subroto Sengupta

8. Retailer: Journal.



PROJECT FINANCE IN EMERGING ECONOMIES

(BM-FM-01)

Credits:03 Hours:30

Course Objective

This course aims to provide grounding on basics and overview of project finance, as use of non-recourse project

financing has grown steadily in emerging markets, especially in basic infrastructure, natural resources and the energy

sector. Because of its cost and complexity, project finance is aimed at large-scale investments and both the corporate

and governments have switched over to the new concept of project finance in funding the large investments.

Course Content

Unit 1

Planning

Overview: - Types of Capital Investments, Phases and objectives of Capital Budgeting, Strategy and Resource Allocation:-

Concept of Strategy, Diversification Debate, Strategic Planning and Capital Budgeting Generation and Screening of

Project Ideas: Monitoring the Environment, Corporate Appraisal, Sources of Positive Net Present Value.

Unit 2

Analysis

Market and Demand Analysis:-Situational Analysis and Specification of Objectives, Conduct of Market Survey, Demand

Forecasting, Marketing Plan; Technical Analysis: Manufacturing Process/technology, Project Charts and Layouts,

Schedule of Project Implementation; Financial Estimates and Projections:- Cost of Project, Means of Finance, Projected

Cash Flow Statement, Multi-Year Projections.

Unit 3

Selection

The Time value of Money, Investment Criteria, The Cost of Capital, Project Risk Analysis & Rate of Return, Special

Decisions Situations:Social Cost benefit Analysis, Multiple Project and Constraints, Valuation of Real Options,

Judgmental, Behavioral, Strategic and Organizational Considerations

Unit 4

Financing

Financing of Projects: Capital Structure, Project Financing Structures, Financial Closure. Financing Infrastructure Projects:

Typical Project Configuration, Financial Structure and Corporate Governance, Financing Power & Telecommunication

Projects, Managing Risks in Private Infrastructure Projects, Public Private Partnership; Venture Capital and private

Equity:- The VC Investment Appraisal Process and Management, Current Concerns of the Indian VC and PE Industry.


FINANCIAL MANAGMENT ELECTIVES



Unit 5

Implementation & Review

Project management: Forms of Project Management, Project Planning & Control, Human Aspects of Project management,

Network Techniques for project Management: Project Review and Administrative Aspects: Projects, The post-audit,

Administrative Aspects of Capital Budgeting, Agency Problem.

Reference Books/Suggested Readings:

1. Prasanachandra "Projects - Planning Analysis, Financing, Implementation, and Review" TATA McGraw Hill.

2. Ghattas, R. G. "Practical Project Management" Pearson Education.

3. Bhavesh M. Patel "Project And Management" Vikas Publication House

4. Lock, Denis, Handbook "Project Management" Efficient Offset Printer.

5. Kerner Harlod, "Project Management" CBS Publishers.

6. P.K Joy "Total Project Management '' McMillan

7 S.Chaudhary "Project Management '' Tata McGraw Hill

8. Projecting Financing by John D Finnerty, John Wiley & Sons Inc.

SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT

(BM-FM-02)


Objectives

The objective of the course is to familiarize the participants with concepts, principles, techniques, procedures

and practice of security analysis and portfolio management.

This course also covers application aspects of security analysis techniques for the purpose of making financially

healthy investment decisions for business clients and organizations.

Contents

Unit 1

Introduction to Security Analysis: Investment, Speculation, Equity Shares, Objectives of Security Analysis, Investment

Decision in Equity Primary Equity Market: Public Issue, Right Issue, Private Placement, Book Building-A New Issue

Mechanism in India, Initial Public Offering (IPO), ASBA

Unit 2

Stock Market: Pre and Post Reforms Stock Market Scenario, Listing of Securities, Trading and Types of Orders, BSE

and NSE

Unit 3

Risk and Return: Concept and Types of Risk, Stocks' Beta for estimating risk and return, Concept and Measurements

of Return

Equity Valuation: Dividend Discount Model, Earning Multiplier Approach, CAPM Model



Unit 4

Fundamental Analysis: Economic Analysis, Industry Analysis, Company analysis

Technical Analysis: Technical Chart Patterns, Moving Average Analysis, P/E Ratio and other technical indicators

Unit 5

Portfolio Management: Equity portfolio selection and revision. Capital asset pricing model - arbitrage pricing theory

- models of Markowitz and Sharpe. Equity portfolio management strategies (Passive management strategies (Buy and

hold, indexing), Active management. Portfolio revision strategies.

Text Books

1. 'Security Analysis and Portfolio Management' Fischer Jorden, Pearson Education, New Delhi, Sixth Edition.

2. 'Investments' Zvi Bodie, Alex Kane, Tata Mcgraw-Hill, New Delhi,9th Edition


1. 'Investment Analysis and Portfolio Management' Prasanna Chandra, Tata Mcgraw-Hill, New Delhi, Second Edition

2. Security Analysis and Portfolio Management' K Sasidharan & Alex K Mathews, Tata McGraw Hill Pvt Ltd., New Delhi,

2011 Edition

3. 'Investments- Analysis and Management' Jack Clark Francis, Mcgraw-Hill, 2012 International Edition.

4. 'Investment Management' A.V. Avadhani, Himalya Publishing House, Delhi,2012 Edition

5. 'Security Analysis and Portfolio Management ' Punithavathy Pandian, Vikas publishing House Pvt Ltd., Delhi, Second

Edition

COMMERCIAL BANK MANAGEMENT

(BM-FM-03)


Course Objective

Commercial Bank Management is an in-depth study of commercial banking in the liberlised Indian economy.This

subject aims at familiarising the students with the regulatory framework for banks in India.This course will equip the

students with tools used in interpreting and evaluating performance, productivity and efficiency of banking organisations.

It is designed to familiarise the students with new banking practices and processes.

Course Contents:

Unit 1

Indian Financial System: An Overvciew Indian Banking System-banking structure in India, Evaluation of Banking

system and future trends and Banking Sector Reforms,Control of the banking system by RBI, CRR,SLR,CRAR.

Unit 2

Bank financial statements and performance analysis, Reserve Requirements Sources of bank funds, Lending Function -

Use of bank funds, Credit delivery and Legal aspect of lending,credit appraisal systems for bank.



Unit 3

Introduction to Risk Management, Prudential Norms, Classifications of Assets - Standard, Sub-standard,Doubtful &

Loss Assets classification

Unit 4

Management of Liquidity Risk, ALM, Capital Adequacy & Market Risk, Management of Bank Capital, Basel Accord

(First, Second and Third accord))

Unit 5

Financial Innovations and opportunoties in banking- M&A, Bansassurance and Universal banking, Factoring,

Securitization and Take-out finance, High-Tech Banking

Text Books

1. Management of Banking &Financial Services, Justin Paul & Padmalatha Suresh, Pearson Education

2. Principles and Practices of Banking, Indian Institute of Banking & Finance, MacMillan


1. Financial Institutions and Markets,L M Bhole,Tata Mcgraw-Hill

2. Basic of Banking: Taxmann Publication (Indian Institute of Banking and Finance)

3. Banking products and Services: Taxmann Publication (Indian Institute of Banking and Finance)

4. Indian Financial System: Dr. M.Y.Khan-Tata McGraw Hills

5. Financial Services: Dr. M.Y.Khan-Tata Mc Graw Hills

6. General Bank Management: Indian Institute of Banking-Macmillan

Supplementary Reading Material

Reserve Bank Bulletins

Economic Times/Business Standard

The Professional Banker

RBI Circulars and Notifications

Journals

Journal of Banking and Finance

International Journal of Banking

Websites

www.bankingandfinancereview.com

www.rbi.org.in



CORPORATE TAX PLANNING

(BM-FM-04)


Objective

The aim of this course is to familiarize the student with latest provisions of the Indian Corporate tax laws and related

judicial pronouncements having implications for various aspects of corporate planning with a view to derive legitimate

tax benefits permissible under the law. The knowledge acquired may find useful application in taking different financial/

managerial decisions after taking into consideration the impact of corporate tax laws. The focus is exclusively on

Income tax

Course Contents

Unit 1

Income Tax Law: Basic concepts relating to income, gross total income, total income, residential status, scope of total

income on the basis of residential status. Residential status of individual, HUF, Firm and company.

Unit 2

Computation of income under different heads

Salaries, House Property, Profits and gains of business or profession, Capital gains and Income from other sources.

Unit 3

Total income and tax computation and set-off and carry forward of losses Deductions from gross total income.

Tax deduction at source, e-TDS return/return of TDS and assessment.

Unit 4

Corporate Tax Planning: Meaning of tax planning and management, tax evasion and tax avoidance; Nature, scope and

justification of corporate tax planning and management.

Unit 5

Computation of taxable income and tax liability of companies: Concept and application of Minimum Alternate Tax;

Carry forward and set off of losses in the case of certain companies; Tax on distributed profits of domestic companies

and on income distributed to unit holders.

Implications of Tax benefits and incentives for corporate decisions in respect of setting up a new business, location of

business and nature of business. Tax planning with reference to financial management decisions;

Text Book:

1. Ahuja G.K, Gupta Ravi , Income Tax and Laws, 2014 edition, Bharat Law House, New Delhi

Reference Books

1. Singhania V.K , Students Guide to Income Tax, 2014 edition, Taxman, New Delhi

2. Income Tax Act, Taxman

3. Direct Tax Manual, Taxman

4. Direct Tax Digest, Taxman



FINANCIAL RISK MANAGEMENT

(BM-FM-05)


Course Objective:

Financial liberalization has provided opportunities and challenges to market participants in terms of high return and

risk. The present global financial turmoil is characterized by weak economic environment, low liquidity and volatile

financial markets. In this context, it is imperative for all the market participants to understand the financial market

dynamics and empirically assess the financial risks. It helps to take long-term financial decisions in a prudent manner.

This course provides an introduction to financial risks and the issues involved in identifying, measuring, computing and

managing financial risks. The focus is on different types of Risk, tools and methods for identifying sources of risk and

risk factors, for hedging and implementing VAR methods.

Course Content:

Unit I

An Overview of Risk Management, Introduction to Risks: definition, the risk (market risk, credit risk, and liquidity

risk), more specifically identification of different forms of risk (currency,interest rate,equity,commodity) Business Risk,

Operational Risk, Financial Risk and Legal Risk.

Unit II

Market Data Analysis,Probability and distribution of asset prices, Statistics: a short review (Mean, standard deviation,

correlation, skewness & kurtosis, Estimating parameters of distributions, linear regression and correlation, Monte Carlo

analysis

Unit III

Market Risk Management: Sources of Risks: interest rate, foreign exchange, equity, and commodity risks, Valuation

and risk analysis of futures, forwards, swaps, and options. Identifying and measuring risk exposures, Value at Risk:

delta-normal, historical simulation, Monte Carlo implementations, Limitations and alternative risk measures, e.g.

CVAR.Stress testing, Liquidity risk

Unit IV

Credit Risk Management Introduction-Credit ratings, Default probabilities, Credit spreads, Operational & Integrated

Risk Management, Fat Tails & Extreme Value Theory Stress testing and back-testing, Forecasting correlation & Volatility

during market crash.

Unit V

Basel I, II, & III Regulatory Compliance & Contemporary issues, Current issues in Risk Management, Subprime Crisis-

causes & consequences.

Text Books:

1. Risk management and financial institutions, John C. Hull, Wiley India

Suggested Readings

1. John C. Hull, Options, Futures, & Other Derivatives, 4th edition, Prentice Hall, 2000. Popular book with practitioners.

John Hull is a well respected scholar in the field of derivatives. Used to be the derivatives text for the U.S. Chartered

Financial Analyst (CFA) program.



2. Value at Risk by Philippe Jorion, McGraw Hill, 3e, 2007. Everything you always

3. Financial Modeling by Simon Benninga (of the Wharton School, Penn) and Benjamin Czaczkes, The 2nd ed., MIT Press

4. Risk and Financial Management: Mathematical and Computational Methods. C. Tapiero C_ 2004 John Wiley & Sons, Ltd

ISBN: 0-470-84908-8

5. Robert W. Kolb, Futures, Options, and Swaps, 3rd edition, Blackwell Publishers, 1999. User-friendly, not very rigorous.

Kolb has also added many things in 3rd edition. CFA derivatives text.

6. Saunders, A., & Cornett, M. M. (2007). Financial markets and institutions:an Introduction to the risk management approach

(3rd ed.). New Delhi: Tata McGraw Hill.

7. Stiltz, R. M. (2003). Risk management and derivatives. Thomson, South Western.

INVESTMENT BANKING & FINANCIAL SERVICES

(BM-FM-06)


Course Objective

This course has been designed to provide knowledge about financial intermediaries, services offered by them and their

role and importance in the financial market operations.The aim is to make the students understand the scope, evolution

and role of merchant banking in the context of Indian Financial System.

Course Contents:

Unit 1

Introduction to Investment Banking, Overview of Investment banking, Procedure for registration of Merchant Bnaking,

merchant banking and their activities, Public issue management and regulations.

Unit 2

Stock Broking and SEBI guidelines, Depository- Depository participants and processes. Overview of Depository system-

Key features of Depository system in India - depository - Bank analogy -legal framework - Eligibility criteria for a

depository- Agreement between Depository and Issuers - Rights and Obligation of Depositories- Records to maintained

by Depository -services of Depository and functions of Depository-Organisation and functions of NSDL.

Unit 3

Mutual Funds, constitution and management and classification of schemes, Mutual Funds and Pension Funds-

definition,products and SEBI requirement for AMC,AMFI,Growth of mutual funds in India,Insurance Services,

Bancassurance, Reinsurances.

Unit 4

Housing Finance,Credit Rating Agencies -Importance, Issues, Difference in credit ratings, Rating methodology and

benchmarks, Credit Ratings-origin,advantages, Credit Rating Agencies,-Indian and International credit rating agencies

Unit 5

Leasing and Hire purchase, Bill Discounting, factoring and forfeiting,Venture Capital, Private Equity,Strategic secrets

of private equity, Investment strategies, Hedge funds,



Text Books:

1. Merchant Banking & Financial Services, Madhu Vij & Swati Dhavan, Mc Graw Hill

2. Merchant Banking & Financial Services,S Guruswami, Tata McGraw Hill


1. Financial Services: Dr. M.Y.Khan, Tata McGraw Hill

2. Mutual Fund Industry-Product an services, Indian Institute of Banking and Finance-Taxman

3. H.R. Machiraju: Merchant Banking-Principles and Practices-Vikas Publications

4. IM Pandey: Venture Capital

Websites:

RBI, SEBI, CRISIL, ICRA, Money control.

STRATEGIC COST MANAGEMENT

(BM-FM-09)


COURSE OBJECTIVE

This course aims to acquaint the students with concepts and various aspects of cost management from strategic perspective

Unit I

Introduction and conceptual framework of SCM, environmental influences on cost management practices, role of SCM

in strategic positioning

Unit II

Cost management tools - Life Cycle Costing, Target Costing, Kaizen Costing, JIT & Theory of Constraints, BPR and

Bench Marking, Quality and Profitability

Unit III

Nature of activity-based costing (ABC); benefits and limitations of ABC; limitation of volume -based costing system,

indicates of ABC; activity hierarchies; cost drivers; Activity-based management; operational and strategic application

of ABC;

Unit IV

Customer profitability analysis, Value Chain Analysis, Nature of value-chain analysis; activity analysis and linkage

analysis; application of linkage analysis in cost reduction and value addition,

Unit V

Strategic-based performance measurement system: Balanced Score Card - prospective and limitations; establishing

objectives and performance measures in different perspectives of balance score card;



Suggested Readings:

1. Drury, Colin, Management Accounting and Control, Thomson Learning.

2. Jain S.P, Narang K.L, Agrawal Simmi, Advanced Cost Accounting(Cost Management), Kalyani Publishers

3. Horngren, Datar Foster, Cost Accounting, Pearson Education.

4. Hansen and Mowen, Cost Management, Thomson Learning

5. Kaplan, Atkinson and Young, Management Accounting, Pearson Education

6. Kaplan, Atkinson, Advanced Management Accounting, Pearson Learning

INVESTMENT MANAGEMENT

(BM-FM-10)


Objectives:

Investment has become an important activity for individuals and business world. Investment Management

leads to investment strategies those give better risk and return tradeoff.

Investment Management explains different investment avenues and their selection to maximize wealth with

acceptable degree of risk.

This course describes the students vivid details, principles and practice of Investment Management with a

learning objective of making and analyzing of investment strategies.

Contents:

Unit 1

Introduction to Investment Management: Investment Alternatives, Investment Attributes, investment and Speculation,

Objectives of Investment, Investment Decision Making, Types of Investors

Unit 2

Investment Alternatives: Non Marketable Financial Assets, Money Market Instruments,

Bonds and Fixed Income Securities, Equity Shares, Mutual Funds, Financial Derivatives, Life Insurance, Real Estate,

Precious Objects, Equity Linked Saving Schemes (ELSS), Commodity market

Unit 3

Bonds Pricing and Yields: Concept of bond's yield, Estimation of bond's price

Money Market Instruments: T- Bills, Certificates of Deposits, Commercial papers, Repos

Unit 4

Mutual Funds: Indian Mutual Fund Industry, Organization and Operation of Mutual Fund, Types of Mutual funds,

Performance Evaluation of Mutual Funds, Hedge Funds



Unit 5

Capital Market: Primary and Secondary Equity Market, Issue of Equity Capital, Trading and Trading Strategies

Futures & Options: Nature of derivative securities and Instruments. Stock and Index Put & Call Options, Stock and

Index Futures, Hedging and speculative strategies, Commodity market trading

Text Books:

1. 'Investment Analysis and Portfolio Management' Prasanna Chandra, Tata Mcgraw-Hill, New Delhi, Second

Edition

2. 'An Introduction to Investments' Herbert B Mayo, Cengage Learning, New Delhi, 2012 Edition.


1. 'Investments- Analysis and Management' Jack Clark Francis, Mcgraw-Hill, 2011 International Edition.

2. 'Security Analysis and Portfolio Management' Fischer Jorden, Pearson Education, New Delhi, Sixth Edition

3. 'Investments' Zvi Bodie, Alex Kane, Tata Mcgraw-Hill, New Delhi, Ninth Edition

4. 'Investment Management' A.V. Avadhani, Himalya Publishing House, Delhi,2012 Edition

5. 'Investment Management and Security Analysis' Danesh Kumar Khatri, Macmillan India Ltd., Delhi, 2012 Edition

6. 'Investment Analysis and Portfolio Management' M Ranganatham, Pearson Education, Delhi,2011 Edition

7. 'The Indian Financial System' Bharti V. Pathak, Pearson Education, New Delhi,2012 Edition

INTERNATIONAL FINANCIAL MANAGEMENT

(BM-FM-11)


Objective:

The objective of the course is to familiarize the participants with concepts and practices of International Financial

Management. The focus of this course is to provide a conceptual framework of key decision areas in international

finance. The course covers Forex market, currency hedging, risk analysis, international financing and capital budgeting

in multinational context.

Contents :

Unit I

Global financial environment and IFM: Overview, objectives, functions. International Monetary System, MNCs and

functions, capital market: Role of foreign investment . Role of Finance Manager in the Global context. Balance of

Payment

Unit II

Foreign exchange Market: Nature, structure, types of transactions, exchange rate quotations, spot and forward, Arbitrage.

Foreign exchange market in India: nature, structure, operations, and limitations. Exchange rate determination, forecasting,

Theories of Exchange Rate Behavior and Purchasing power parity.



Unit III

Foreign Exchange risk exposure management, Types of risk: Exchange Risk reduction techniques, applications and

their limitations. Hedging, swaps, futures, and options.

Unit IV

Financial structure and International financing: Optimal financial structure and MNCs and their foreign subsidiaries;

International Equity; International debt markets and instruments.

Unit V

Foreign investment decisions: International capital budgeting; International portfolio management; FDI and FII in India

Text Books:

1. Madhu Vij, International Financial Management, Excel books ,2013 ed.

2. Vyuptakesh Shran, International Financial Management, PHI Learning,New Delhi, Sixth ed.


1. Apte P G, International Financial Management, Tata McGraw-Hill, New Delhi, 8th ed.

2. Eun , Resnik, International Financial Management, Tata McGraw Hill, 2013 edition

3. Shapiro, Multinational Financial Management, Prentice-Hall, New Delhi, 4th edition.

4. Madudra Jeff, International Financial Management, Cengage Learning, New Delhi, 2013 ed.

MANAGEMENT OF INDUSTRIAL RELATIONS

(BM-HR-01)

Credit-3 Hours: 30

Course Objective:

The course aims to help students develop an appreciation of various conceptual issues related to effective and

efficient management of human resource and conditions under which management & unions' works.

To develop an understanding of the interaction pattern among labour, management and the State.

To build awareness of certain important and critical issues in Industrial Relations.

Course Content:

Unit 1

Industrial Relations: An Overview, Concepts & Models of IRS, IR in the current context


HUMAN RESOURCE MANAGEMENT ELECTIVES



Unit 2

Trade Union/Federations: Trade Unionism from Evolution to current status, types, structure & strategies, functions,

recognition and registration, problems of Indian trade unions.

Unit 3

Collective Bargaining & Wage Negotiation: Cocept, process, collective bargaining as a method of wage fixation,

Types, bargaining issues,trends.Employee Grievances: approaches,nature, causes,proceedure ,model., Discipline :

concepts,the process of holding domestic enquiry in industry, Industrial Dispute:concepts, dispute settling machineries

Unit 4

Industrial Democracy &Workers Participation: concepts, Walker's Model, determinants, Workers participation in

India, schemes, works committee, joint management councils, issues, worker director, shop councils, joint councils.

Unit 5

Labour Welfare &Social Security schemes: concepts, objectives, classifcation of labour welfare, Intramural, extramural,

Evolution of social security measures, formation of ILO,

An overview of social security laws. Role of welfare officer.

Text Book

1. Monappa, A. "Industrial Relation" Tata McGraw Hill.1st edition

2. Mammoria,Mammoria &Gankar,Dynamics of Industrial Relations, Himalaya publishers, 13th revised edition


1. Davar: Personnel Management and Industrial Relations, Vikas Pudlishing,10th edition

2. Bray Deery Walsh Waring:Industrial Relations,Tata Mc Grow-Hill,3rd edition

3. Singh & Kumar .,'Employee Relations Manangement', Pearson,1st edition

4. Sharma, A. M,"Industrial Relations", Himalya Publishing.

5. Mammoria, C.B. "Dynamics of Industrial Relation".

6. Sharma A.M. "Aspects of Labour Welfare & Social Security" Himalya Bombay.

PERFORMANCE MANAGEMENT AND

COMPETENCY MANAGEMENT

(BM-HR-02)


Objectives:

To augment the student with the various systems & practice of performance appraisal and assist them with

designing the some end.

To identify how performance measures should be linked to overall organization strategy



To know the inter-relationships between different performance measures

To understand the behavioral and organizational consequences of using performance measurement and

performance management techniques

To identify and understand issues that may cause performance not to meet expectations

Contents:

Unit 1

Introduction of Performance Management evolution, Objectives of Performance Management, A suggested format,

Sequential steps, Features of effective PFM,

Unit 2

Performance management system, aims and role of PM system, Characteristics of an ideal system, Dangers of poorly

implemented PM system, Performance management process

Unit 3

Performance planning through KPA, KRA ,Micro focus and macro returns, Methods of performance appraisal, Errors

in rating, Determinants of performance, Performance dimensions,

Unit 4

Competency Mapping: Concepts; Competency models, Competency dictionary, mapping the competencies to positions,

developing the competency matrix

Unit 5

Approaches to measuring performance , Performance Analysis, Appraisal forms, Model of rater motivation, Performance

Review discussion, Objectives,Conditions of effective PRD, Main features of PRD,Process of PRD,

Text Books:

1. Herman Aguinis ;:Performance Management:, Pearson Publication, 2nd edition

2. Micheal Armstrong, Performance Management: Key Strategies and Practical Guidelines 3rd ed.,Viva Books

Suggested Readings/ References:

1. T.V Rao, Performance Management and appraisal Systems, Sage publication

2. Seema Sanghi, The handbook of Competency Mapping:,Sage Publication

3. Srinivas R. Kandula ,Performance Management : Strategies Interventions, PHI Learning Pvt. Ltd.

4. Robert Bacal, Performance Management, McGraw-Hill

5. R.K Sahu :Competency Mapping:, Excell books

6. Sharma R . Radha , 360 Degree Feedback , C. Mapping, Assessment Centre Tata Macgraw Hill



MANAGEMENT OF CHANGE AND

ORGANIZATIONAL EFFECTIVENESS

(BM-HR-04)


Course Objective:

This course aims to develop the ability to use different lenses to understand organizations. The main focus is to Increase

understanding of the OD practitioners role as a change agent and also to increase awareness of different tools that are

used to diagnose organizations as well as interventions used to bring about change through hands-on experience.

Course Content:

Unit 1

An Introduction to Change Management, Overview of the change concepts: Forces for Change, Types, Models,

Change agents, Change Options, Resistance to Change, Strategies for Managing Change OD & Intervention Techniques:

Organizational Development concepts, Underlying Principles of OD, Intervention Techniques

Unit 2

Organizational Climate & Culture: Concepts, Changing Organization Culture, Strategies for merging Organizational

Culture ,Strategies for strengthening Organizational Culture Organizational Socialization: Concepts, Dimensions, Stages,

Model, Strategies for managing Socialization process

Unit 3

Organizational Power & Politics: Concepts, Sources, Contingency approach, Contingency model, Political implication,

Strategies for managing political activities

Unit 4

Diagnosis of Organizational Conflict: Concepts, Types of conflicts, analyzing interpersonal conflict (Johari window),

Conflict Management style, Strategy for minimizing dysfunctional conflict

Unit 5

Organizational Structure and Design: Concepts, Types, Emerging form of structures, Contingencies of Organizational

Design

Text Book:

1. Singh, K. (2010). Organizational Change & Development. New Delhi: Excel books

2. French, Wendell L.; Bell, Cecil H. and Vohra, Veena (2006) Organization Development, 6th Ed. New Delhi,

Pearson Education.


1. Cummings, T. G., & Worley, C. G. (2002). Organization development and change (7th ed.). USA: Thomson South-Western.

2. Managing in a Great Time of Change: Peter F. Drucker

3. Managing Organizational Change: V. Nilakant & S. Ramnarayar

4. Organization Development: Intervention & Strategies S. Ramnarayar



5. How to Implement Change in Your Company: John Spencer. Adrian Press

6. Change at Work: Peter Caphelli, Law's Bassi, Harry Katz.

7. The Change Riders: Managing the Power of Change - Gary D. Kissler

LABOUR LAWS

(BM-HR-05)


Course Objective:

The course is designed to promote a critical understanding of substantive procedural labour laws.

to develop skills in handling legal issues in industrial relations and other labour matters.

Course Content:

Unit 1

Introduction, objective scope and emergence of labour laws their socio economic foundation. Role of the state and

Labour

Unit 2

Law of working conditions:

Factories Act, 1948: brief history - Definitions and Interpretation with the help of case references. Measures in regard

to health safety,; Welfare, Working hours of adults, Employment of young persons, and Measures in regard to annual

leaves with wages.

Contract labour

Unit 3

Wages & Bonus Law:

The minimum Wages Act - 1948, The Payment of Wages Act - 1936 The Payment of Bonus Act - 1965

Unit 4

Social Security Laws:

The Workmen's Compensation Act - 1923, The Employees' State Insurance Act - 1948, The Employees' Provident

Funds & Miscellaneous Provisions Act - 1952, The Payment of Gratuity Act - 1972 The Maternity Benefit.

Unit 5

Industrial Relations Laws:

The Industrial Dispute Act - 1947, The Trade Union Act - 1926 .

Text Book

1. P.K.Padhi: Labour and Industrial Laws,2nd Edition,PHI




1. Bare Acts

2. P. C. Tripathi :Personnel Management & Industrial Relations -, Sultan Chand & Sons

3. India, Ministry of Labour, Employment & Rehabilitation "Report of the National Commission on Labour", New Delhi

4. Labour Law Reporter

COMPENSATION MANAGEMENT

(BM-HR-06)


Objectives:

To develop an understanding of various conceptual and practical approaches to obtain compensation decisions.

To demonstrate an understanding of the issues related to compensation in corporate sector and impart skills in

designing, analysis and restructure compensation management system, policies and strategies.

To identify the internal and external environmental factors that have an impact on the pay structure of an

organization

Contents:

Unit 1

Compensation & Rewards

Concepts, Objectives of Compensation, Dimensions, Components of compensation plan, Factor influencing Compensation

plan, Importance of an Ideal Compensation Plan, emerging trends & challenges of Remuneration. Remuneration Model,

Compensation strategy

Unit 2

Compensation Structure

Job Evaluation: Aspects, Objective, Principles, Procedure & Methods, Designing a Compensation System, Establishing

a Pay Structure,: Purposes & Types, Graded Pay Structures, Broad-banding

Unit 3

Wages and Salary Administration

Principles of wage and salary administration, Basic Wage Plans, Wage Policy, Pay Policies Considerations, Wage

differentials, Tax saving plan

Theories of Wages: Economic, Behavioral

Unit 4

Incentive Schemes

Nature, Importance and drawbacks of Incentive payments, Pre-requisites for an efficient system, Types of Incentive

Schemes,



Performance linked Compensation

Reasons, types of performance based compensation schemes, Variable Performance Linked Pay (VPLP), Employee

Stock Option Plan (ESOP); EVA

Unit 5

Employee Benefits & Services

Overview, Types of Employee Benefits and Services, Principle of Fringe Benefits, different steps in administration of

benefits and services, future of fringe benefits

Executive Remuneration: Elements, Executive compensation strategies, trends of Executive remuneration

Text Books:

1. Martocchio J Joseph, "Strategic Compensation" 6th ed. Pearson publication

2. Aswathappa K, " Human Resource Management", 6th ed. Tata Mc graw Hill

3. George T Milkovich, Jerry Newman, "Compensation". 6th ed. Tata Mc graw Hill


1. Henderson, R.O., Compensation Management in a knowledge -Based world, 10 th Pearson Education.

2. Armstong, M and Murlis H, Reward Management: A Handbook o f Remuneration Strategy And Practice , 5th ed. Kogan

Page.

3. Singh, B.D., Compensation and Reward Management, 1st ed Excel Books, New Delhi.

4. Singh Soni Shyam, " Compensation Management" 1st ed. Excel Books

TRAINING & DEVELOPMENT

(BM-HR-08)


Objectives:

To comprehend the concepts, principles and process of Training and Development

To disseminate how to assess training needs and design training programmes in an Organisational setting

To give insight into the various approaches and techniques of training and developing human resource in an

organization

To know tools and techniques involved in evaluation of training effectiveness

Contents:

Unit 1

Overview of Training and Development

Introduction to Employee Training and Development, concept and rationale, System Model of Training and Development,

Organization and Management of training function; Strategic Training



Unit 2

Training Need Assessment

Training and the organization, Identification of Training needs, Training needs assessment Process-organization analysis,

Task analysis, and Person analysis; Competency Models, Scope of need assessment

Learning: Theories, Process of Learning in Training Program- attributed and factors influencing; learning styles,

Instructional Emphasis for Learning Outcomes

Unit 3

Designing Effective Training Programs

Designing the training programme: Training climate and pedagogy; Selecting and preparing the Training Site, Choosing

Trainers, Program Design

Unit 4

Implementing Training and Development Program

Developing training modules, Transfer of Training: Work environment characteristics that influence transfer, Technologies

to support, Training methods, Training aids

Unit 5

Training Evaluation

Introduction, Reasons for Evaluating Training, Evaluation Process Donald Kirkpatrick's Evaluation Model, Measuring

changes in knowledge, skills, attitude & behavior, Measuring Changes in level of effectiveness, Determining Return on

Investment (ROI): Cost- Benefit Analysis

Text Books:

1. Noe Raymond A and Kodwani Amitabh Deo "Employee Training and Development", Mc Graw Hill 5TH

edition.


1. Blanchard, P Nick, and James W. Thacker, "Effective Training-Systems, Strategic and Practices", Pearson Education

2. Goldstein, "Training in Organization", Thomson learning

3. Peter Bramley, "Evaluating training effectiveness", Mc Graw Hill

4. Martin Sloman, "A handbook for training strategy" ,Gower Publishing,

5. Rolf P. Lynton& Udai Parikh, "Training for Development" ,Sage Publications Pvt. Ltd

6. William E. Blank, Handbook for Developing Competency Based Training Programmes, Prentice-hall, New Jersey, 1982.



HUMAN RESOURCE PLANNING

(BM-HR-09)


Course Objective:

This course is designed to provide an understanding of the essential elements of human resouce planning

process in organizations.

It will enable the students to acquire knowledge in analysing, assessing and programming for human resorce

requirements of organisational business plans & strategies.

Course Content:

Unit 1

Human Resource Planning: concepts, Issues, Factors affecting HRP, Process, Work Measurement: methods, Ergonomics

Unit 2

Forecasting Manpower Demands: Factors: internal, external, Types of forecast, Plan, Norms: Macro level, MicroLevel:

workvolume basis, Positioning basis, Approaches to Demand forecasting: Stastical Techniques: Expertforecast, trend

analysis, workfoce analyis, workload analysis, Ratio analysis, ratio trend analysis, regression analysis Judgemental

Tecniques: Managerial judgement, Nominal Group techniqe, Delphi technique, Brain storming & estimate Practices in

India.

Unit 3

Forecasting Manpower Supply: Supply Analysis Skill inventories, management inventories Internal

SupplyTechniques: Inflows-outflows, Labour Turnover, absenteeism, External supply, wastage analysis methods ,Cohort

analysis, census analysis, Manpower Planning Models: Markov, Renewal,replacement charts and succession planning

Unit 4

Human Resource Information System: Highlight objectives, stages of development, HRIS modules, products, contents

& features.

Unit 5

Career Planning, Succession Planning: Impact of career planning, development & succession planning on HRP.

Text Books

1. Deepak Kumar Bhattacharya: Human Resource Planning, Excell Books ,3rd edition

2. Monica Belcourt, Keneth. J Mobey: Strategic Human Resource Planning, 2nd edition, Thomson India.


1. M. P. Srivastava :Human Resource Planning:, IAMR, Manak Publication 1st edition

2. John Bernardin,: Human Resource Planning, An Experiential Approach:h McGraw Hill.

3. C. S. Venkataramam, B. K. Srivastava:Personnel Management & Human Resources



SUPPLY CHAIN MANAGEMENT

(BM-OP-01)


Objectives:

To make students aware about the salience of the logistics and supply chain management in the industry

How to become cost competitive in the market?

To develop a capacity for analyzing supply chain problems,

To understand the role of technologies in SCM,

To increase the customer satisfaction by applying newer concepts like JIT

Course Contents

Unit 1

Introductoion to Supply Chain: Nature & Concept, Value Chain

Functions & Effectiveness & Indian infrastructure, Framework for Supply Chain solutions, Outsourcing & 3PLs,Fourth

Party Logistics(4PLs),Bullwhip Effect & supply chain, Reverse Logistics, Green Supply Chain, Global SCM & Innovation

and Best practices in SCM.

Unit 2

Suppliers(Upstream):Purchasing & Supply Scheduling Decisions: Supply scheduling,Just in time purchasing,Just

in time distribution scheduling,Importance of purchasing/ sourcing, Vendor development, Supplier Relationship

Management.Issues in vendor management

Unit 3

Customers(Downstream): Order Processing & Information Syatem: Defining order processing ,Factors affecting

order-processing time, Logistical information system, E-commerce, Emerging technologies in Logistics & SCM-RFID.

Unit 4

Over view of Logistics: Evolution of Logistics, Logistics in India Operational Logistics, Total Cost Analysis and Trade

off Integrated Logistics System, Transportation:Position of Transportation in Logistics & supply chain

management,Elements of transport cost,Modes/ Multi-modal transport,Containerization, Selection of transportation

model,Transportationdecision( Pricing& Rate),Transportation network( routing & scheduling).

Unit 5

Inventory Policy Decisions, Appraisal of Inventories,Types of Inventories, ABC Analysis, Pipeline Inventories, Virtual

inventories, Just in Time(JIT) System, Warehousing: Concepts of warehousing, Types & Functions of warehousing,

Warehousing design & strategy,Single/ Multiple warehouse Location. Material Handling-Material handling

consideration,Load utilization,Space Layout,Storage equipment choice,Storage system costs & rates.


OPERATIONS MANAGEMENT ELECTIVES



Text Book:

1. Agrawal, DK; Textbooks of Logistics & Supply Chain Management;2003, Mc Millan

2. 3.Ballaou, Ronald H & Srivastava , Samir K; Business Logistics/ Supply Chain Management.Pearson

Education, (2007),

Suggested Reading List:

1. Handfield, Robert B & Nichols, Ernest L; Introduction to Supply Chain Mnagement, Pearson Education(1999)

2. Sahay, BS(Editor), Supply Chain Management for Global Competitiveness,.Mc Milan India Ltd(2nd Edition 2004),

3. Raghuram , G & Rangaraj N; Logistics & Supply Chain Management: Cases & Concepts,, Mc Millan(2000)

4. Kachru, Upendra. Exploring the Supply Chain:Theory & Practice. Excel Books New Delhi(2009)

5. Shah, Janat. SUPPLY CHAIN MANAGEMENT: TEXT & CASES,(2009), Pearson

TOTAL QUALITY MANAGEMENT

(BM-OP-02)


Objectives:

1. To make students aware about the importance of TQM in the industry,

2. To emphasize the philosophies which brought revolution in the industry,

3. To make them familiar about the quality contro tools and techniqes and

4. To motivate students to understand the importance of Lean Six Sigma and their applications in the industry.

Contents:

Unit 1

Principle of Quality management: History & Basics of TQM, Organizational issues in TQM implementation, Quality

Management,Types of Quality, Three levels of Quality,The Five paradigms of Quality,Dimensions of Product Quality,

Service Quality,Cost of Quality,Quality Cost Indices.

Unit 2

Philosophies of Quality Gurus: Williams Edward Deming, Joseph M. Juran

Philip B. Crosby, Karu Ishikawa, Shiego Shingo, Genichi Taguchi, Walter Shewart, Masaaki Imai.

Unit 3

Benchmarking, Quality Certification & Awards: Benchmarking Process, Types of Benchmarking, Phases in

Benchmarking Process, Deming Prize, Malcam Baldrige Award, European Quality Award, ISO Certification- ISO 9000,

ISO-14000.



Unit 4

Quality Improvement Tools: Statistical Quality Control, Statistical Process Control, Control Charts for variables,

Pareto Charts & Pareto Diagram Analysis, Cause & Effect Diagram, Kaizen, FEMA,FTA,TPM

Unit 5

SIX SIGMA: Key "six Sigma" concepts, 'SIX SIGMA' Quality level, DPMO, DMAIC, DMADV, and Lean Six Sigma,

Value Stream Mapping.

Text Books:

1. Gitlow, Howard S. Quality Management, Tata Mc Graw Hill(2009)

2. Charantimath,Poornima M. Total Quality Management, Pearson (2011,2edition)

Additional Readings

1. Rao, V. Venkateswara & Basant Kumar. Total Quality Management.Mohit Publications, New Delhi,(2001),

2. Joseph & Susan Berk. Total Quality Management (Excel Books, New Delhi1995).

3. Summers, Donna C.S. Quality Management: Creating & Sustaining Organizational Effectiveness. Pearson (2007)

4. Crosby, Philip B. Quality is Still Free, Mc-Graw Hill (1979)

5. Chang, Richard Y & Kelly, P. Keith. Improving Through Benchmarking, Kogan Page Ltd, London (1995),

6. Evans, James R. Total Quality: Management, Organization and Strategy. Thomsan South Western (4th ed. 2007).

7. Evans, James R. & Dean James W. Total Quality.Thomsan South Western (2004),

8. IS/ISO 9001:2000, New Delhi: Bureau of Indian Standards(2000)

MANAGEMENT OF TECHNOLOGY

(BM-OP-03)


Course Introduction

The world of business is in the throes of a new revolution. It is, paradoxically, both the best and worst of times.

Opportunity abounds, but the economic, societal, and technological foundations of the Machine Age are crumbling.

Confounded by chaos and heavily pressured for results, most global managers have no better ideas for how to compete

than to endlessly copy each other, cut costs, and buy up rivals. So, in the present cut-throat market competition, only

those entities survive who have created "breakthrough improvements" in order to stay competitive in the new economy.

In the future world power and national prosperity will increasingly depend on the ability to compete in high value added

product-market areas. It will also depend on one's ability to operate in a world characterized by Information Age

technology, rapid change, deepening global linkages, increasing returns to scale, and the continuous unbundling of

value chains.

Module I:

Understanding technology: definition, Key concepts, role, importance, need. History of technological developments,

Today' challenges. Issues of concern in Management of New Technology. Technology-Management integration, Life

cycle approach to technology management. Technology innovation process & types.-diffusion, radical,incremental,

disruptive innovation, Managing and fostering the Innovation.



Module II:

Technology forecasting and assessment. Technology flow and diffusion. Evaluating technology, technology planning

and strategy, Strategic potential of new technology. Environment impact study. Factors promoting technology acquisition.

Technology Transfer & MNCs, Technology transfer and absorption, Modes of global technology transfer. Technological

Entrepreneurship.

Module III:

Green technology & Nuclear Commerce,Clean & Green Technologies,What is Nuclear Commerce,India Inc. & Nuclear

Commerce, Basic Hurdles It's Future. Global technology control regimes,Dual Technology' Different Technology

Control Regimes ,NSG,Australian Group,MTCR,Its impact on Indian Companies, Case Discussion- ISRO's Space

Programme


1. Innovation Diffusion in the New Economy: The Tacit Component by Barbara Jones & Bob Miller

2. Tariq Khalil, "Management of Technology", Tata Mc Graw

3. Engines of Prosperity: Templates for the Information Age by Gerardo R Ungson, & John D Trudel

4. Innovation Management in the Knowledge Economy by Ben Dankbar (Editor)

5. Handbook of Technology Management by Gerard H. Gaynor

6. Jay Mitra, Entrepreneurship, Innovation and Regional Development

7. MIT Study materials

8. New Technologies @ Work by Paul Boreham, Rachel Parker et al.

LEAN MANUFACTURING

(BM-OP-04)


Introduction

Industries are the backbone of the economy. During the global crisis, most of the manufacturing sector was predominantly

impacted. The one solution is to remain global competitive by accepting best practices and world class benchmarking.

Toyota is well known manufacturer in terms of quality and production. It is also known as Toyota production System.

Their philosophy is based on Lean manufacturing, which itself is a vast topic. Toyota took years to develop this philosophy.

The ultimate objective is to attain global competitiveness.

Course Objectives

To provide a simpler view of Lean Manufacturing

Discuss what is Lean and Lean Tools?

How to develop Lean Thinking among people

Emphasis on problem solving techniques



Course Content

Unit I

Introduction to Lean:A Brief History of Lean ,Lean Manufacturing,Lean Thinking.

Unit II

Lean Transformation: How to Implement Lean Manufacturing,

Unit III

Lean Implementation in a Manufacturing Company,Lean Implementation in Office Functions

Unit IV

Lean Leadership and Culture: Lean Initiatives taken by top brass of an organization, Organizational culture of a Lean

implementer.

Unit V

Lean Tools & Techniques: Value Stream Mapping,Kaizen,7 QC Tools, Five S,Visual management,Kanban System,Just

in Time,One Piece Flow,Single Minute Exchange of Die,Standardized Work,Poka Yoke,Total Productive Maintenance.


1. Singh, Akhilesh N. Lean Manufacturing : Principles to Practice, Lean Solutions, Delhi NCR, 2010

2. Jaya Krishna,S. (Ed.). Lean Transformation: Perspective & Experiences, ICFAI 2008.

3. Jaya Krishna,S.(Ed.). Toyota : A Saga of Success, ICFAI, 2011

4. Moser,Roger. & Johns, Christopher. Lean Production, ICFAI, 2011

5. B. Kanka. Lean Maintenance, ICFAI, 2011

6. T.P. Rajmanohar. Lean Product Development: Concepts & Models, ICFAI, 2011

PROJECT MANAGEMENT

(BM-OP-05)


Objective

To make aware about the various projects of national and international importance..

How managers can plan their projects and minutely work out the cost and time overrun of projects.

To make them aware about the multiple risks involved in implementing a project, and how to monitor a

project, overcome risks, and accomplish the objectives.



Contents

Unit 1

Introduction

Introduction to Project Management, Characteristics of Project Organization

The phases of Project management, The role of a project manager, Project feasibility studies, Human aspects in Project

Management

Unit 2

Project Planning

Work Breakdown Structure (WBS)

Organization Breakdown Structure (OBS)

Cost Breakdown Structure (CBS)

Unit 3

Project Execution-I

Network diagram - Activity on Arrow (AOA), Activity on Node(AON);Critical Path Method, Types of Floats, ES,

LS,EF, LF, Total Completion time, Project scheduling - Analysis of project networks,CPM (Critical Path Method)

Unit 4

Project Execution-II

PERT (Programme evaluation & review Techniques)

Resource Levelling

Crashing of Project Networks with cost trade-off

Unit 5

Project Monitoring and Control

Environmental Analysis, Analysis of Strategic Capabilities

Creativity & Idea generation, Market Appraisal, Technical Appraisal

Social Appraisal, Financial Appraisal

Text Books

1. Khatua, Sitangshu; Project Management and Appraisal, Oxford University Press(2011)

2. Chandra, Prasanna; PROJECTS: Planning,Analysis, Selection,Financing, Implementation,and Review.

Tata McGraw (6e,2006)

Suggested Reading/References:

1. Maylor, Harvey. PROJECT MANAGEMENT. Pearson Education(,3rd ed. 2003)

2. Gray, Clifford F.Project Management: The Managerial Process. Tata Mc Graw Hill( 3rd ed. 2008)

3. Pinto,Jeffrey K. Project Management.Pearson(4th edition 2012)

4. Patel, Bhavesh. PROJECT MANAGEMENT:Financial Evaluation with strategic Planning,Networking &

Control.Vikash Publishing(2nd Ed. 2011)



DECISION SCIENCE

(BM-OP-06)


Objective

Decision-making is a fundamental part of the management process and it pervades the activities of every

business manager.

It is manager's competence as a decision-maker that enables us to distinguish between a good manager and a

bad one.

Decision science is used to describe the discipline of using advanced analytical techniques to make better

decisions and to solve problems.

It has provided management with multiple models to understand the problems and thus support the decision

role of manager.

Contents

Unit 1

Mathematical Modelling:Linear Programming Problem

Introduction, Formulation of LP models, Graphical Method of solving LPP. Solving LPP using EXCEL solver software,

Interpretation of output.

Unit 2

Special Types of LPP

Formulation of Transportation problems. Special cases in transportation problems; unbalanced problems, degeneracy,

Maximization objective, multiple optimal solution.

Assignment problems including traveling salesman's problem. Special cases in assignment problems; unbalanced

problems, maximization objective and multiple optimal solutions.

Unit 3

Operations Scheduling, Replacement theory and Waiting Line Models

Introduction to flow shop and job shop, Sequencing n jobs on one machine; on two machines; on three machines; on m

machines. Replacement Policy for Equipment which Deteriorates Gradually, Replacement of Items that Fails Suddenly.

Basic structure of a Queuing system - Calling population, Arrival parameters, Queue disciplines, System structure,

Service parameters, Performance metrics, basic M/M/1models.

Unit 4

Decision Theory

Introduction to Decision Theory, decision criterion, One-stage Decision Making Problems, Decision-making

environments.

Criteria for Decision-making under uncertainty - Criterion of Pessimism (Minimax or Maximin), Criterion of

Optimism (Maximax or Minimin), Laplace Criterion or Equally Likely Decision Criterion, Criterion of Realism (Hurwicz

Criterion), Criterion of Regret (Savage Criterion) or Minimax Regret Criterion.

Criteria for Decision-making under risk - Expected Monetary Value (EMV) criterion, Expected Opportunity Loss

(EOL) criterion, Expected Value of Perfect Information (EVPI).



Unit 5

Game Theory & Simulation

Introduction, Two-Person zero sum games, Games with saddle point, Games without saddle point, Mixed strategy

reduction by Dominance, Solution of 2 x n and m x 2 Games, Simulation.

Text Books:

1. Stevenson W.J.; Operations Management, Tata McGraw Hill

2. Natarajan, Balasubramani P, Tamilarasi A. Operations Research, Pearson

Suggested Reading/References

1. Taha, Hamdy (2007). Operations Research: An Introduction, 5/e; New Delhi: Pearson Education

2. Mahadevan,B; Operations Management: Theory & Practice ( 2007), Pearson Education

3. Sharma J.K., Operations Research; Theory and Applications, Macmillan India Ltd., ND

4. Kapoor V.K.; Operations Research Techniques for Management

5. Swarup K., Gupta P.K., Manmohan; Operations Research

6. Wagner H.M.; Principles of Operations Research with Applications to Managerial Decisions.

7. Kalavathy, Operations Research, Vikas Publishing House, ND.

8. Vohra, N.D; Quantitative Techniques in Management; Tata McGraw Hills Publishing Company Ltd., New Delhi.

Documents

Course Curriculum, Batch: 2014-2016 1 · ETOP & PESTLE Analysis, SWOT Analysis. McKinsey's 7-S Framework, Ansof f Matrix, BCG Matrix - its significance in strategy formulation, Porter's