1

DIRECTORATE OF DISTANCE EDUCATION:

SRI PADMAVATI MAHILA VISVAVIDYALAYAM: TIRUPATI MBA – First Semester Syllabus

MBAD1.01 MANAGEMENT AND ORGANISATIONAL BEHAVIOUR

UNIT - 1 ROLE OF A MANAGER Task of a Professional Manager - Responsibilities of a Professional Manager - Management Systems and

Processes - Managerial Skills.

UNIT - 2 DECISION MAKING Organisational Context of Decisions - Decision Making Models - Decision Making-Techniques and Processes - Management by Objectives.

UNIT - 3 ORGANISATIONAL CLIMATE AND CHANGE Organisational Structure

and Managerial Ethos - Management of Organisational Conflicts - Managing Change.

UNIT - 4 ORGANISATIONAL STRUCTURE AND PROCESSES: Organisational Structure and Design - Managerial Communication - Planning Process – Controlling - Delegation and Interdepartment Coordination

UNIT - 5 BEHAVIOURAL DYNAMICS: Analysing Interpersonal Relations-

Leadership Styles and Influence Process - Group Dynamics.

***

2

MBAD1.02 MANAGERIAL ECONOMICS

UNIT- I INTRODUCTION TO MANAGERIAL ECONOMICS: Scope of Managerial

Economics - The Firm: Stakeholders, Objectives & Decision Issues - Basic Techniques.

UNIT –II DEMAND AND REVENUE ANALYSIS: Demand Concepts and Analysis - Demand Elasticity -Demand Estimation and Forecasting.

UNIT- III PRODUCTION AND COST ANALYSIS: Production Function - Cost Concepts and Analysis I - Cost Concepts and Analysis II -Estimation of

Production and Cost Functions.

UNIT - IV PRICING DECISIONS: Market Structure and Barriers to Entry -

Pricing Under Pure Competition and Pure Monopoly - Pricing Under Monopolistic and Oligopolistic Competition - Pricing Strategies.

UNIT- V COMPREHENSIVE CASES in various Business Domains.

***

3

MBAD1.03 ACCOUNTING FOR MANAGERS

UNIT - 1 ACCOUNTING FRAMEWORK: Accounting and its Functions -

Accounting Concepts and Standards - Accounting Information and its Applications.

UNIT - 2 UNDERSTANDING FINANCIAL STATEMENTS: Construction and Analysis of Profit and Loss Account - Construction and Analysis of Balance Sheet - Construction and Analysis of Funds - Flow and Cash Flow Statement

UNIT - 3 COST MANAGEMENT: Understanding and Classifying Costs -

Absorption and Marginal Costing - Cost-Volume-Profit Analysis - Variance Analysis.

UNIT - 4 FINANCIAL AND INVESTMENT ANALYSIS: Financial Management: An Introduction - Ratio Analysis - Leverage Analysis - Budgeting and Budgetary

Control - Investment Appraisal Methods UNIT- 5 FINANCIAL DECISIONS: Management of Working Capital - Capital

Structure - Dividend Decisions ***

4

MBAD 104 – BUSINESS COMMUNICATION

UNIT – I Foundations of Business Communication – Nature and Scope –

Communication Process – Communication media – Barriers to Communication

– Significance to managers

UNIT – II Oral Communication – Importance – Business Presentations and

Public Speaking – Effective Listening – Meetings and Conferences – Group

Discussions and Team Presentations. Types of interviews – preparing for

interviews

UNIT – III Written Communication – Importance – Reading and Writing Skills –

Business Letters – Business Reports and Proposals –Resume Building ; E-mail

– Circulars and Notices. Speed reading, and time management.

UNIT – IV Non-Verbal Communication – Significance – Types of Non-verbal

Communication – Interpersonal Communication: Transactional Analysis –

Johari Window – Group Communication

UNIT – V Corporate Communication – Principles of effective organizational

communication - Ethics in Business Communication – Technology based

Communication Tools – Cross Cultural Communication , Business Etiquette.

***

5

MBAD 105- BUSINESS RESEARCH METHODS

UNIT –I Research – concept – Value of research – Bayesian analysis – Research

methodologies: explorative, descriptive and causal – Research process and Limitations – Problems definition – Setting research objectives – Hypothesis formulation – Data sources : Primary and secondary.

UNIT – II Instruments of research – Questionnaire – Interview – panel research – Scale construction – Attitude scales such as Liker scale –Multidimensional

scaling – Sampling techniques - Conjoint measurement

UNIT – III Testing of Hypothesis – Type-I error-Type –II error–Parametric Analysis- Testing of means , proportion, and Variance – Correlation – Regression analysis- Non Parametric Analysis- Chi square test –Reliability Test-

Simple problems

UNIT – IV Multivariate analysis concepts and applications – Factor analysis – Multiple regression analysis–Cluster analysis

UNIT- V Report writing :- Significance-layout of Reports – Types of Reports - .mechanics of writing reports & presentation – Norms for using Index and bibliography.

***

6

MBAD 201 – MANAGEMENT INFORMATION SYSTEMS

UNIT –I Information and systems concepts, Types of Information systems on

organizations, Decision making process, Individual vs. organization models,

Managing H/W, S/W and data resources, I.T. Infrastructure for the

organization, the digital firm.

UNIT –II MIS design: importance of MIS, Approaches for the MIS design:

Traditional and Modern approaches, MIS growth model.

UNIT – III Management support systems: Decision support systems, expert

systems, Concepts of Data mining, Data warehousing and OLAP.

UNIT – IV Functional Information systems: Marketing, Manufacturing,

Financial and Human resource Information systems.

UNIT – V Information systems security and control: vulnerability and abuse,

Fire walls and systems audit, Managing global Information systems.

***

7

MBAD 202 - MARKETING MANAGEMENT

Unit - I Marketing – Definition – Marketing concepts – Marketing Management

and Environment – Challenges to Marketing: Consumerism – CRM –

globalization & E-marketing – Marketing research and information systems –

organizing for marketing

Unit - II Consumer Behavior – Factors influencing consumer behavior –

Market Segmentation – Targeting – Positioning – Marketing mix elements –

Marketing plan, Ethics in Marketing Management.

Unit - III Product Management – Levels of product – Types of products –New

product Development - Product life cycle - Branding and Packaging – Product

line and mix strategies – Pricing policy – objectives –– Methods of pricing

Unit - IV Distribution – Functions - Channel types and factors influencing

selection of channels – Logistics and supply chain management – Promotion

mix – Factors affecting promotion mix - Promotion budgets - Advertising

Management

Unit - V Trends in Marketing- Social Media in marketing - Direct marketing –

Telemarketing – Network marketing - Green Marketing

***

8

MBAD 203 – FINANCIAL MANAGEMENT

UNIT – I Introduction, meaning of finance – Functions of finance – Objectives

of financial management Profit Vs Wealth maximization – Organization of

finance function – Role of the financial manager. (Theory only)

UNIT – II Capital Structure, Leverages and Cost of Capital: Theories of capital

structure – NI, NOI, Traditional and MM Theories – Operating and Financial

Leverages - Computation of Leverages – Specific cost of capital – Determination

of weighted average cost of capital. (Theory and Problems)

UNIT – III Management of Working Capital: Concepts – Need for working

capital – Operating cycle – Estimation of working capital requirements –

Management of cash, receivables and inventory (Theory and Problems).

UNIT – IV Capital Budgeting: Concept - Significance – Process – Techniques of

capital budgeting – Payback period (PB), Accounting Rate of Return (ARR), Net

Present Value (NPV), Internal Rate of Return (IRR) and Profitability Index (PI)–

Capital rationing. (Theory and Problems).

UNIT – V Dividend Policy: Types of dividends – Factors influencing the dividend

policy – Forms of dividend – Cash dividend - Bonus shares – share repurchase

– methods of share repurchase - stock split Theories of dividends – Walter,

Gordon and MM Hypothesis (Theory only).

***

9

MBAD 204 – OPERATIONS MANAGEMENT

UNIT – I Concept and significance of OM – Goals and Key decision areas – Systems

approach – Operation Strategy Framework – Manufacturing Architecture – Service

Strategy - Contemporary challenges – Ethics in Production Management

UNIT – II Process Design – Influencing Factors – Types – Choosing The Right Design

– Capacity Planning – Economies Of Scale – Economies Of Scope – Location –

Significance – Layout-Types.

UNIT – III Services operations planning & Scheduling – Quasi – Manufacturing –

production planning and control for mass, Batch and job shop production –

Scheduling techniques – Sequence rules – Johnson’s rules – Work Study – Work

Measurement Techniques.

UNIT – IV Quality management – Significance – Techniques – simple problems as

control charts (X-R chart, NP Chart C-chart) Plant maintenance – Preventive Vs break

down maintenance – Simple Problems.

UNIT – V MATERIALS MANAGEMENT:-Purchase System and Procedure - Stores

Management - Standardisation, Codification and Variety Reduction - Waste

Management.-Inventory management – Techniques – ABC analysis- EOQ – just in

time – Simple problem on EOQ-

***

10

MBAD 205. HUMAN RESOURCE MANAGEMENT

UNIT - I

Human Resource Management – Concept – Nature – Significance – objectives and

functions, Process- Strategic role of HRM- Corporate Level Strategies– environmental

forces and challenges – Organization of HRM functions – Contemporary HR trends.

UNIT - II

Human Resource planning – Inventorying – Forecasting – Job analysis methods: Job

description and specification – Recruitment– sources of recruitment – selection

process and Selection tests – Placement and induction- Career Planning and

development methods.

UNIT - III

Performance appraisal – Objectives – Importance – Methods – Reward management –

Job evaluation Wage and salary compensation – Fringe benefits – Bonus- Reviewing

& managing performance-performance management and strategic planning.

UNIT - IV

Human Resource Development (HRD) – Objectives – Determining training needs,

Methods of Training – Designing, Organizing and evaluating T&D programs.

UNIT - V

International HRM – Objectives – Morgans Model of IHRM – Challenges of IHRM –

Cross cultural management -Building a high performance culture-,Rewards- Human

Resource Audit- Ethics in HRM.

***

11

MBAD 301: BUSINESS ANALYTICS

UNIT – I Data Visualization for Managers: Visualization Imperative – Message to

Charts – Visual Perception– Grammar for Graphics (using R) – Component level

design of tables and graphs – Storytelling using Visualization.

UNIT – II Data Science using R: Exploratory Data Analysis – data mugging /

scraping/ sampling/ cleaning – handling big data – automation of data analytics

solutions.

UNIT – III Business Data Mining: Best practices in data analytics and business

intelligence – clustering – decision tree – neural networks – associations / market

basket analysis – Text Mining.

UNIT – IV Product Management – Marketing – Mix Allocation – Customer

management.

UNIT – V Digital Marketing – Evolution of digital marketing –– search engine

marketing – PPC and online advertising – Social media marketing –Email marketing –

CRM & CX in digital marketing –– web analytics – social media analytics – mobile

marketing

***

12

MBAD 302. INTERNATIONAL BUSINESS

UNIT – I International Business: An overview - Types of International Business;

The External Environment- The Economic and Political Environment - The

Human Cultural Environment - Influence on Trade and Investment Patterns -

Trade theories.

UNIT – II World trade regulatory frame work - Tariff and Non-Tariff Barriers -

WTO, Regional Blocks - International production- Internationalization of

Service Firms - Operation Management in International Firms.

UNIT – III World Financial Frame Work - Balance of payment - Foreign

Exchange Market Mechanism-Determinants of Exchange Rates - Euro-

currency Market - Offshore Financial centers – Export Management .

UNIT – IV International Financial Institutions and Liquidity – IMF –

International Liquidity and SDRs - IBRD – IDA – IFC – MIGA – Non-Banking

Financial service firms.

UNIT – V Country risk analysis: International rating agencies- sovereign and

currency ratings, their influence on FDI and FIIs. FDI policy, benefits.

***

13

MBAD 303. BUSINESS LAWS & ENVIRONMENT

UNIT –I Law of Contract – Contract and its Essentials – Different types of

contracts – Offer and acceptance – Capacity of parties to contract –

Consideration – Consent – Coercion – Undue influence – Misrepresentation –

Fraud – Mistake – Legality of Objects – Unlawful and illegal agreements – Quasi

contracts – performance of contract – Breach of contract.

UNIT –II Law of partnership-formation-kinds of partners-Authorities-rights and

liabilities-dissolution of firm - Duties and responsibilities - Negotiable

instrument act- Dishonor of instruments

UNIT –III Company Law - Formation of companies – Kinds of companies –

Doctrine of Ultra Virus – Memorandum of Association – Articles of Association –

Prospectus – Share Capital

UNIT- IV Business Environment - Concept and Significance kinds of

Environment – Role of IMF – World Trade Organization.

UNIT – V Intellectual Property Rights (IPR)-Understanding Patents- Patenting

in India - Patent Protection - Amendment to Patent Law - Trademarks -

Copyright – GATT.

***

14

MBAD 304 F: SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT

UNIT – I Investment : Investment objectives – Elements of investment –– Types

of investments - Financial investments – Non-financial investments – Risk and

Return – Types of risks - Measurement of risk and return (Theory only).

UNIT – II Securities analysis: Objectives of securities analysis – Fundamental

analysis – Technical analysis – Dow theory – Technical indicators - Efficient

market theory – Random walk theory . (Theory only).

UNIT – III Valuation of securities: Valuation of equity shares – Equity risk and

return – Valuation of debt securities – Yield curves – Macaulay’s duration

(Theory and Problems)

UNIT – IV Portfolio theory: Markowitz theory -Capital market theory –Capital

market line – Portfolio selection – Capital Asset Pricing Model (CAPM) –

Assumptions – Security Market Line (SML) – Arbitrage Pricing Theory (APT)

(Theory and Problems).

UNIT – V Portfolio evaluation Techniques of portfolio evaluation –Sharpe’s

performance index – Treynor’s performance index – Jensen’s Performance

Index. (Theory and Problems).

***

15

MBAD 306F – MANAGEMENT OF FINANCIAL SERVICES

UNIT – I Merchant banking: Nature and scope – Management of public issues –

support services – Drafting of prospectus –broking services– sponsoring of issues –

Securities underwriting – corporate advisory services – organization of merchant

banking – SEBI guidelines relating to merchant banking.

UNIT –II Factoring: concept and forms of factoring – factoring vs. bills discounting –

functions of a factor– evaluation of factoring – Credit rating: Objectives – Types –

Credit rating agencies – methodology.

UNIT – III Depositions – Depository services in India and abroad – stock holding

corporation of India – other depository institutions

UNIT – IV Venture Capital – Concept and characteristics – Origin and growth –

financial agencies - finances of venture capital firms – venture capital schemes –

trends in venture capital financing– guidelines

UNIT – V Lease Financing: Concept- Lease finance Vs hire purchase- Kinds of lease-

Benefits-Limitations- Regulatory framework- Evaluation- Tax Implications.

***

16

MBAD 306H – HUMAN RESOURCE PLANNING

UNIT – I Significance of Human Resource Planning – Process – Systems approach –

Macro Level Human Resource Planning – Trends in Employment Markets

UNIT – II Human Resource Inventory methods – Stock taking – work flow mapping –

age, caste and grade distribution – Man power planning : Models and techniques -

Manpower demands & Supply forecasting Methods.

UNIT – III Employee Acquisition – Job analysis (Job description and job specification

– Recruitment sources – methods – Campus selections – Job fairs –e-recruitment –

Preparation of employment ads for print and website media – body shopping

agencies- selection process – techniques like tests, interviews, GD etc.. Placement &

Induction – Training for new employees– Handling of Probation.

UNIT – IV Retention – Attrition rates – Characteristics of job hoppers – Strategies for

retention – Career planning & Stages – Downsizing: Job cuts and VRS – Exit

interviews – Redeployment and Retaining Strategies.

UNIT – V Performance management Methods- Feedback Plans- Performance

Improvement Plans-Individual development plans & Methods – Human Resource

Information Systems– HR Accounting – HR auditing- Strategic HRM.

***

17

MBAD 305H – INDUSTRIAL RELATIONS

UNIT – I Industrial Relations – Concept and significance – Directive principles

of State policy – Role of Government in IR - Role of Industrial Relations Officer.

UNIT – II Concept of types of Trade Unions – Role of Trade Unions –

Recognition of Trade unions – Pitfalls and suggestions to improve Trade

unions- Trade Union Act 1926.

UNIT – III Industrial disputes – Causes – Types – Consequences – Strikes and

lockouts – Retrenchment and Lay-off – Discharge – Laws related to Employee

Relations - Methods of Prevention: Works committee – Joint Management

Council – Standing Orders – Code of Discipline – Code of Conduct.

UNIT – IV Methods of settlement : Negotiation – Conciliation – Arbitration –

Adjudication - Discipline and misconduct; Grievance Handling Procedure -

Discipline and process of Domestic enquiry.

UNIT – V Collective Bargaining (CB)- Objectives – Methods – Process of CB

– Present status – Suggestions to improve Collective Bargaining.

***

18

MBAD 304M .MARKETING RESEARCH AND CONSUMER BEHAVIOR

UNIT – I Marketing Research – Concept –Significance – Scope - Marketing

Information System– Limitations of Marketing Research – Approaches to

Research

UNIT – II Marketing Information Systems – Decision Support Systems – Data

Mining – Marketing Research Process – Problem Formulation –Research

problem –Research Report Preparation and Presentation.

UNIT – III Research agencies in India – Client – agency relationship – Ethics in

research – Research project Management – Planning – Design – coordination

and Control

UNIT – IV Consumer in Indian market – Characteristics – Consumer Decision

Process – Models of Consumer Behavior – Process of Perception – Attitudes and

Learning of Consumer Behavior and their Limitations

UNIT – V Reference groups – Process and Measurement of Opinion Leadership

– Impact of Social and Cultural Factors on buying and their bearing on

marketing – Motivation research – Consumer movement in India –Consumer

protection

***

19

MBAD 305M. SALES AND SUPPLY CHAIN MANAGEMENT

UNIT - I Sales Management – Significance – Goals –Diversity Of Personal

Selling Situations – Sales Planning – Market Potential – Sales Potential and

Sales Volume

UNIT- II Selling process – Stages in the Selling Process – Organizing the Sales

Effort – Sales Forecasting and Budgeting – Sales Territories – Routing and

Setting Sales Quotas – Sales Contests.

UNIT - III Sales force management – Recruitment – Selection systems and tests

– Training methods – compensating sales personnel – Motivating sales

personnel – Evaluation of sales personnel performance – Sales analysis –Sales

expense control and Sales Audit.

UNIT - IV Supply Chain In Domestic and Global Environment – Benefits- Value

Chain In Selling And Procurement – Supply Chain Forecasting – Purchase and

Supply Chain – Production and Supply Chain – Financial Issues.

UNIT - V Information systems – Customer Services – Coordination – Inter –

functional Coordination – Inter corporate coordination – Measuring

performance.

***

20

MBAD 401: ENTREPRENEURSHIP DEVELOPMENT

UNIT–I Entrepreneur and entrepreneurship: Characteristics – Functions - Types, Ethics and Social Responsibilities of an Entrepreneur.

Entrepreneurship: Importance - Growth and Role of Entrepreneurship in Economic Development – EDPs in India.

UNIT–II Indian Models in entrepreneurship – Overview of entrepreneurship, India’s start up revolution – Trends, Imperatives, benefits; the players involved in the

ecosystem, Business Incubators – Rural entrepreneurship, social entrepreneurship, women entrepreneurs,

UNIT- III Women Entrepreneurship – Reasons for growth of women entrepreneurs –

Problems faced by women entrepreneurs – Government role in supporting women entrepreneurship - Future of women entrepreneurship in India - MSME: Definition of Micro, Small and Medium Enterprises - Characteristics - Role of Small Enterprise in

Economic

Unit - IV Starting a new enterprise- Business opportunity identification- Market survey and demand analysis – Feasibility analysis- Preparation of project report for submission to funding organizations- Choice of forms of organization (sole trader,

partnership, cooperatives and joint stock company) – Location & Layout decisions

Unit - V Designing and Configuring Business Models: Introduction to Business Models – Designing/Understanding customer segmentation and value proposition-

choosing channels and customer relationships to serve the customer-

***

21

MBA 402- BUSINESS POLICY AND STRATEGIC MANAGEMENT

UNIT –I Strategic Management – Concept – Levels – Importance –Challenges in

Globalization and other Trends- Strategy formulation- Mission-Goals-SWOT analysis-

Environmental Scanning - Organizational Analysis – SWOT analysis

.UNIT –II Tools of strategy – BCG matrix – GEC Grid –– PLC analysis – Mckinsey

Seven S frame-work – Corporate Culture – Grand Strategies – Integration –

Diversification and Turnaround-Retrenchment- Mergers and acquisitions –- Strategic

Intent-Attributes-process.

UNIT –III Strategy formulation at SBU level-Goal setting-Strategies for earning

capacity, profitability and liquidity – Marketing Strategies –-Michael Porter’s Five

forces model of competitive Strategy –Generic Strategies - Cost Leadership –

Differentiation – Focus strategies.

UNIT –IV Strategy Activation-Structure- Dimensions- Policies- Resource

management- Behavioral dimensions- Power and Politics - Role of top

management -Board of Directors

Unit - V Strategic Leadership: Building and leveraging advantage-sensing and seizing

opportunities-Control -& Evaluation of Strategy.- policies- techniques- Corporate

Governance models.

***

22

MBA 403. INDUSTRY PROJECT COURSE

Soon after the completion of 2nd semester end examinations, students are

required to visit the industrial units of their choice, prepare and submit project

report on the concerned units at the end of the 4th semester but before the

commencement of semester end examinations. After the completion of 4th

semester end examinations, the students are required to take viva-voce

examination. The viva-voce shall be conducted by a committee consisting of the

Head of the Department of Commerce, Chairman, BOS and one external

examiner in case of regular course.

***

23

MBAD 404 F - INTERNATIONAL FINANCE

UNIT- I An overview of International Finance – Financial Management in a Global

Perspective -Trends in International Trade and Cross Boarder Financial Flow- India

in the Global Economy – Recent Developments in Global Financial Markets –

Challenges in International financial management.

UNIT-II The rate of exchange and its determination -Parity Conditions- Mint parity

theory - Purchasing power parity theory - Balance of payment theory – International

Fisher Effect - Fixed and flexible exchange options.

UNIT-III Foreign exchange markets: Methods of quoting rates - spot and forward

markets – Buying and selling rates in foreign trade – Foreign exchange futures

market - Foreign exchange options markets -speculative influences.

UNIT –IV Foreign exchange risk management: Hedging against foreign exchange

exposure - Financial swaps - Interest rate swaps - Currency swaps – cross currency

swaps – Hedging through currency of invoicing.

UNIT –V Euro Currency Market – Growth of Euro currency Market – Euro issues –

ADR & GDR -External Commercial Borrowings International Bond Markets – Indian

Euro issues – RBI Guide lines.

***

24

MBAD 405 F - FINANCIAL DERIVATIVES

UNIT – I Introduction to derivatives- Evolution of Derivatives- Factors Contributing to the Growth of Derivative Markets- Types of Derivatives-

Forwards Contract- Futures Contracts-

UNIT – II Introduction to option contracts - characteristics of options- mechanics of option trading- determinants of option value - option position and strategies.

UNIT – III Option pricing - principles of option pricing- Binominal model of option pricing- Black & schools model of option pricing

UNIT – IV Types of traders- Hedgers, speculators- Arbitragers - warrants and

convertibles -

UNIT- V Financial Swaps- Currency Swaps- Interest Rate Swaps-Equity Swaps-Price and Valuation-Swaptions

***

25

MBAD 404 H – STRESS MANAGEMENT

UNIT – I Stress meaning, concept stress – Distress – Eustress – Sources of

stress –Individual Level-Group -Level-Organizational Level-Extra organizational

- Variety of stresses.

UNIT-II Symptoms of Stress- Impact of Stress in the short- run and long- run -Stress

severity-Conflict and Stress.

UNIT III Stress and Organization: The concept of role stress – Measurement of role

stress – correlates of role stress – role stress and back ground factors – stress and

productivity

UNIT-IV Role stress in special groups: occupational stress - Executive health and

stress-public sector vs private sector executives stress – Role stress among Bank

professionals – Computer professionals stress - Supervisors stress – Working women

stress – Entrepreneurs stress

UNIT-V Management of Stress - Individual Strategies - Social Networking Assertive

Management – personality type A and B – developing type B behaviour Organizational

strategies - relaxation techniques –– Exercises - time management – professional

counseling- Healthy mind – Spiritual Outlook and wellness

***

26

MBAD 405H – ORGANIZATIONAL DEVELOPMENT

UNIT - I Organization development – Meaning – Values – assumptions – Beliefs

– Managing OD ProcessAction research

UNIT - II OD interventions – team interventions – diagnostic meeting – Team

building meeting – Process consultation – Gestalt approach – force field

analysis – visioning – Inter group interventions – Third party peacemaking –

Organization mirroring – partnering

UNIT - III Comprehensive interventions - Survey feedback – System I – 4T – Grid

OD Structural interventions – Socio technical systems – Work redesign – MBO

Appraisal – Quality circles – Quality of work life – TQM – Reengineering.

UNIT – IV Training experiences – T- Groups – Life and Career planning –

Coaching and mentoring- Peer coaching model- Managing traits - creating

coaching culture- Employee Engagement.

UNIT – V Power and politics in OD – Facets of power – Power, leadership,

management – Ethical issues about political behaviour - Consultant role and

client issues.

***

27

MBAD 404 M- SERVICES MARKETING

UNIT – I The growth of services – Nature of difference of service provider and

service seeker – classification of services – evolution of services marketing –

Future of services marketing.

UNIT – II Marketing effort for services – Marketing planning process – Service

based business plans – Developing an effective service mission – consumer

behavior – market segmentation – positioning and differentiation of services

UNIT – III Developing Services marketing mix – the service product – Pricing the

service – the cost of quality and return on quality – place: service location and

channels

UNIT – IV Promotion and Communications of services – People in services:

Employee empowerment – processes – implications of technology

UNIT - V Consumer orientation – customer service quality measurement –

relationship marketing Programme – Listening to Customer: Methods of listening

– Complaint management – Measuring customer satisfaction – Designing and

analyzing customer satisfaction survey feedback.

***

28

MBAD 405M - RETAIL MARKETING

UNIT – I An overview of Retail Management: Introduction, Concept and

Significance – Types of Retailers– Strategic planning in Retailing.

UNIT – II Retail site location – Factors influencing the location – Financial

strategy in Retailing – Marketing Management issues in retailing – Human

Resource Management in Retailing.

UNIT – III Merchandise Management: Forcasting sales, Developing an assortment

plan, Merchandise planning systems, Buying Merchandise – Retail Pricing.

UNIT – IV Retailing and Information Technology Support Systems – Supply Chain

management- Importance of customer service and quality management –

Customer Relationship Management.

UNIT – V Store Management: Managing the store, Store layout, Design and Visual

merchandising – Retailing in India; Changes impacting retailing, Common woes

in Retailing – Research for Retailing.

***