New Syllabus Prasad

Strategic Management and Business policySubject Code: 15MBA31 Credits: 4Course Type: Management CIE Marks: 50Hours/week: L – T – P 3 – 1 – 0 SEE Marks: 50Total Hours: 50 (35L+15T) SEE Duration: 3 Hours

Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of strategic management.

2. Students will be able to assess the internal and external environment of the

organization prior to strategy development.

3. Students will know the techniques of corporate level strategies.

4. Students will analyze business level strategies of the organization.

5. Students will evaluate strategy implementation and control process.

Detailed Syllabus:

Unit – 1 9 Hours Introduction to Strategic Management Nature and Scope - Definitions of various strategic terms – Strategy, Corporate Strategy,

Business Strategy, Operational Strategy Competitive Advantage and generic building blocks,

Sustainable Competitive Advantage, Resources, Capabilities, Resource Based View of the

Organization, core competency, distinctive competency, Mission, Visions, Goals, Objectives,

Business Model, Strategy Making Process: cursory concepts, Market architecture: role of

institutions, law and contracts , Strategic thinking

Unit – 2 9 Hours Internal and external analysisExternal Analysis: Strategic Groups, Competitor Analysis: Porter‘s Five force model,Product

based, platform based and otherforms of competition.EFE (External Factor Analysis) Industry

Life Cycle, PESTLED,CPM Matrix(Competitive Profile) Matrix

Internal Analysis: Value Chain Concept and Analysis, IFE (Internal Factor Evaluation) Matrix

SWOT, TOWS matrix, SPACE matrix

Unit – 3 14 Hours Corporate Level StrategiesCorporate-level Strategy: Horizontal and Vertical Integration, Cooperative Relationships,

Strategic Outsourcing, Related and Unrelated Diversification Strategy in the Global

environment: Porter‘s Diamond, Profitability and profit growth through global expansion, Cost

reduction and local responsiveness pressures, choosing a global strategy, Basic entry

decisions, Global strategic alliances, Mergers & Acquisitions Strategic Change and Turnaround

Strategy: Change Management, Turnaround Strategy, Innovation, Strategic cooperation,

Modularization and outsourcing

Unit – 4 9Hours Business Level Strategy- Competitive positioning and the business model, Competitive positioning and business-level

strategy, Competitive positioning: Generic business level strategies, Dynamics of competitive

positioning: Strategic Groups included Strategies in fragmented, embryonic, growth industries,

Navigating through life cycle to maturity, Strategy in mature and declining industries, Game

Theory

Unit – 5 9 Hours Strategic Implementation and Control Implementing Strategy through Organizational Design: Controls, Structure, Culture; Building

Distinctive Competencies at the functional level implementing strategy in companies operating

in single industry, across industries and countries, Strategic Audit; Strategy Review, Evaluation

and Control – Balanced Score Card

Recommended Books1. Hill, Charles W. L. and Jones, G. R. (2012). Strategic Management Theory:

An integrated approach (10th ed.). Cengage Learning.

2. Haberberg, Adrian and Rieple, A. (2007). Strategic Management: Theory &

Application. Oxford University Press.

Reference Books1. David, Fred.R . (2010). Strategic management: concepts (13th ed.). Prentice Hall.

2. Hitt, Michael. A., Hoskisson, Robert. E. , Ireland, R. Duane., & Manikutty, S. (2012). Strategic

management. Cengage Learning.

3. Thompson, A. A. & S. (2003). Strategic management: concepts and cases (13 th ed.).

McGraw- Hill.

4. Hunger, J. David., & Wheelen, T. L. (2000). Strategic management (7th ed.). Prentice Hall.

5. Jauch, Lawrence. R., & Glueck, W. F. (1989). Strategic management and business policy

(3rd ed.). McGraw-Hill Education.

6. Johnson. (2008). Exploring corporate strategy: text and cases (7th ed.). Pearson Education

7. Pearce, John. A., & Robinson, R. B. (1988). Strategic management: strategy formulation and

implementation. Irwin Publications.

8. Srinivasan, R. (2008). Strategic management: The Indian Context (3rd ed.). PHI.

Course outcome (CO);After completing the course students will be able to

1. Know the strategic premises.

2. Assess the internal and external factors those influence crafting a strategy.

3. Synthesize corporate level strategies adopted by various companies.

4. Evaluate the influence of business level strategy.

5. Understand strategy implementation and control.

S.No Bloom’s Taxonomy Level

Test 1

Test 2

Assignment

Seminar

Class Performance

1 Remember5 5

2 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10

Scheme of Semester End Examination (SEE):

S.No Bloom’s Taxonomy Level Semester-End Examination1 Remember 9

2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Retail Marketing

Subject Code: 15MBAMM302 Credits: 4Course Type: Management CIE Marks: 50Hours/week: L – T – P 3 – 1 – 0 SEE Marks: 50Total Hours: 50 (35L+15T) SEE Duration: 3 Hours

Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of retail marketing

2. Students will be able to assess the retail marketing mix

3. Students will know the techniques of retail supply chain management.

4. Students will analyze retail store management strategies.

5. Students will evaluate retail trends and legislations.

Detailed Syllabus:

Unit – 1 9 Hours Introduction to retail Retail Environment, Retail strategy, Retail location, Catchment area/ trading area analysis, Site

selection. Footfall analysis.

Unit – 2 9 Hours Retail marketing mixFundamentals of merchandising, Merchandise planning, Assortment planning, Category

management, Retail branding, Retail pricing, Retail promotion

Unit – 3 14 Hours Retail Supply Chain managementIntroduction to retail supply chain, Introduction to retail buying, Buying system, Vendor

management, Retail distribution center, Material handling

Unit – 4 9 Hours Retail Store managementManaging the store employees,, Store planning, Visual Merchandising, Standard Operating

Procedures ( SOP), Retail Shrinkage. GMROI, GMROF, GMROL, EOM, BOM, Model stock

Plan, Basket analysis and Open to Buy System (OTB).

Unit – 5 9 Hours Retail trends and legislationsInternational retailing, online retailing, me -tailing, App based retailing, Social Media and

retailing and Retail legislations in India.

Recommended Books1. Retailing Management, Levy and Weitz, McGraw-Hill.

2. Retailing Management, Berman and Evans.

3. International Retail Marketing, Margret Bruce, Christopher Moore.

4. Principles of Retailing- John Ferine, Christopher Moore and Suzanne Ferine

5. Strategic Marketing for success in Retailing- A Coskun Samli

Reference Books6. Retail Management – Swapna Pradhan.

7. Fashion Buying- Helen Goworek

8. Consumer centric category management – A. C. Neilson.

9. Strategic retail Management- Joachen Zentes and Drick Morschet

10. Winning Retail- Kevin Graff and Jan Ciuciura

11. Beyond basic product planning by Terry J Donofrio.

12. Retail product management – Rosemary

13. Retail management- Dunne and Lush

14. Retail Management- Patric Cash


1. Know the retail environment and location decisions.

2. Assess the assortments of retail market mix

3. Synthesize retail supply chain strategies

4. Evaluate the retail store management practices

5. Understand retail trends and legislations.

S.No Bloom’s Taxonomy Level Test 1 Test 2 Assignment Seminar Class Performance1 Remember

5 52 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10



2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Services marketing


Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of services marketing

2. Students will be able to assess the financial services and healthcare services

strategies.

3. Students will know the techniques of IT and professional services marketing..

4. Students will analyze logistics services strategies..

5. Students will evaluate tourism marketing and educational services trends.

Detailed syllabus:

Unit – 1 9 Hours Introduction to servicesIndian services sector, Tangibility spectrum, Services marketing triangle, Services Marketing

characteristics, Services marketing mix, Services quality (SERVQUAL, SERVPERF, E- QUAL)

and services Gap model.

Unit – 2 9 Hours Financial Services and Health care servicesIntroduction to banking services, Retail banking services, Portfolio management services, Real

estate services, Mutual fund services and Insurance services marketing

Case study: Comparison of South Indian Bank and Barclays bank’s retail products (Ravi

Shanker)Hospital services, wellness and lifestyle marketing, medical transcription

Case study: Apollo Hospitals, IIM Ahmedabad.

Unit – 3 14 Hours Information technology Marketing and professional servicesClassification of software, software pricing, Digital channels of software delivery, Software

promotion, BPO and KPO marketing. Case study: Infosys: Harvard Business school

Consultancy services, advertising agencies, market research agencies, media services

marketing (broadcast and Newspaper), Auditing firms, recruitment services firms, Legal firms

Case study: Mudra communication, Richard Ivey.

Unit – 4 8 Hours Logistics services marketingCourier marketing, Transportation and express cargo marketing, 3PL and 4PL services.

Case study: Indian railways at cross roads – ( RajendraNaragundkar)

Unit – 5 10 Hours Tourism marketing and education services.Airline marketing, railway marketing,online travel portals, Hospitality industries. Case study:

Indigo Airlines, Stanford University.

Medical, engineering and other professional education services, Vocational education services,

Coaching centers, Testing services and online education marketing Case study: Super 30 and

Akash institute

Recommended Books:1. Zethmal Valarie, Ajay Pandit Services Marketing McGraw-Hill, 4th Edition

2. NargundkarRajendra Services marketing, McGraw Hill 2nd Edition

3. Richard K Thomas, Health services marketing, Springer

4. Hoch and Rodeng, Secrets of software success, Harvard Business school press,

5. Michel Roe, Marketing professional services, Routledge.

6. Tapan Panda, Tourism marketing, ICFAI university Press, 2006

7. Sameer Deshpande, Social Marketing In India, Sage.

Reference Books

1. KapoorRamneek and Paul Justin Services marketing concepts and practices, McGraw-

Hill

2. Ravi Shanker, Services marketing Indian perpectives, Excel Publications

3. Philip. D. cooper Healthcare marketing, An Asian publication, Aspen Publishers.

4. Eric N, Berkowictz, Health care marketing,

5. Marie Muller, Healthcare services marketing, Juta and company

6. Edward Hosted, Software that sells, Wiley publishing, 2005.

7. BalramDogra, Strategic Outsourcing, Deep and Deep.

8. Anthony and Thomas, IT services cost and marketing, Prentice Hall.

9. Kaiser Stephen, Strategic management of professional firms, Springer.

10. Fiedella Mathews, How to start courier business, Sam Enrico.

11. Madan Birla, FedEx delivers,

12. Prasanna Kumar, Marketing of hospitality and tourism services, McGrawHill

13. J. A. Bennet, Introduction to travel and tourism marketing, Juta education

14. Felix Maringe, Marketing higher education,


1. Know the services gap model.

2. Assess the financial and healthcare services.

3. Synthesize the IT and professional services marketing strategies.

4. Evaluate the logistics marketing strategies.

5. Understand concepts of tourism and educational services marketing.


5 52 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10



2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Sales Management:Subject Code: 15MBAMM305 Credits: 4Course Type: Management CIE Marks: 50Hours/week: L – T – P 3 – 1 – 0 SEE Marks: 50Total Hours: 50 (35L+15T) SEE Duration: 3 Hours

Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of Sales management

2. Students will be able to design the requisites of sales management.

3. Students will assess the Selling process

4. Students will develop selling skills required by organization

5. Students will understand organizing and controlling sales

Detailed syllabus:

Unit – 1 9 Hours Introduction to sales management

Difference between marketing and selling, Personal selling and salesmanship, sales

organization structure and deployment, Sales force automation, e- selling, m- selling and

international sales management.

Unit – 2 9 Hours Sales design

Strategic sales plans, Time Management, territory management, Quota management, Sales

Budget, Sales account management: Account profile development, category management.

HR aspects of sales Management

Recruitment, selection, Training, compensating, motivating, team development, leading and

performance appraisal.

Unit – 3 9 Hours Selling process

Prospecting, Lead generation techniques, cold calling techniques, Pre-approach, permission

marketing Approach, Need identification, sales presentation: Preparation, techniques and

evaluation. handling objections: Types of objections and Techniques of objection handling,

closing sales and methods of closing sales and follow-up.

Unit – 4 13 Hours Selling Skills

Selling traits and tasks, Problem solving skills, Negotiation skills, team building exercises,

Interpersonal skills, Listening skills and communication skills

Unit – 5 10Hours Organizing and controlling

Sales meetings, event management, Sales reports. Sales expense management.

Recommended Books:

1. Sales Management- Still and caundiff- Pearson.

2. Sales Management By Thomas Ingram – Routledge..

3. Sales and distribution management By Tapan panda.

4. Sales management By Robert Kelvin McgrawHill.

5. Selling: Ramanuj Mujumdar- jaico

6. Professional Selling- Ingram- Thomson

Reference Books:

1. Selling and sales Management- Robert D Hisrich- Barrons.

2. A practical approach to sales management- Vashisht- Atlantic.

3. The art of mastering sales management- Charles

4. Sales Management- Tanner – pearson.

5. Sales ManagementBy U.C Mathur- New Age.

6. Critical selling Justin- willey.

Course outcome (CO);

After completing the course students will be able to

1. Know the fundamentals of Sales management

2. Assess the sales design techniques

3. Imbibe selling skills

4. Evaluate selling process

5. Understand organizing and controlling the sales.


5 52 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10



2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Supply Chain Management:Subject Code: 15MBA42 Credits: 4Course Type: Management CIE Marks: 50Hours/week: L – T – P 3 – 1 – 0 SEE Marks: 50Total Hours: 50 (35L+15T) SEE Duration: 3 Hours

Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of logistics and supply chain

management

2. Students will be able to design distribution network.

3. Students will know the procurement and sourcing management.

4. Students will analyze supply chain models.

5. Students will evaluate supply chain network strategies and trends.

Detailed syllabus:

Unit – 1 9 Hours Logistics and Supply chain Management

Logistics management: Warehousing Decisions, Transportation Decisions, Third Party

Logistics, Logistics Engineering, Reverse Logistics, Global Logistics,

Understanding Supply Chain Management: Introduction and definitions, Inventory Management

– Different Policies, Levers, Echelon Inventory, Uncertainty and risk analysis, Supply Chain

Performance Measures, Service Supply Chain, Supply Chain Management in India,

Entrepreneurship and Supply Chain

Unit – 2 9 Hours Designing & Managing Channel Partners – Distribution

Role of Distribution Channels, Product Life Cycle and Distribution Challenges, Managing

Customer Relationships, Measuring Channel Performance, Managing Channel Conflict

Unit – 3 9 Hours Procurement and Sourcing Management

Development of Supply Strategies, Purchasing Performance Evaluation, Supplier Price & Cost

Analysis, Value Analysis, Purchasing & Supply Negotiations, Contract Administration &

Management, Legal Aspects of Purchasing, Sourcing & Contracts

Unit – 4 13 Hours Supply Chain Modeling

Overview of optimization modeling and techniques, Distribution Center Location Models, Supply

Chain Network Optimization Models, Vehicle Routing Models, Inventory Deployment Models,

Risk Management of Supply Chains, Project Management: PERT and CPM, Simulation,

Decision Tree Applications

Unit – 5 10Hours Supply Network Strategy and TrendsIntroduction & Strategic Sourcing, Supply Contracts, Supply Chain Coordination, Supply Chain

Innovation, Supply Chain Resilience, Quality Management, Six sigma & Lean Management

Concepts, E-commerce, ERP, RFID & Recent Advances in Technology, Taxation & supply

chains, green supply chains and supply chain sustainability.

Recommended Books:

1. Supply chain Management- A logistics Perspective- Coyle- Cenege.

2. Supply Chain Management: Strategy, Planning, and Operation by Sunil Chopra and

Peter Meindl -

3. Purchasing and Supply Chain Management: Analysis, Strategy, Planning and Practice

by Arjan J. Van Weele

4. Designing and Managing the Supply Chain by David Simchi-Levi, Philip Kaminsky and

Edith Simchi-Levi

5. Strategic Supply Chain Management: The Five Core Disciplines for Top Performance by

Shoshanah Cohen and Joseph Roussel

Reference Books:

1. Introduction to e- supply chain Management- David Fredrick Ross- CRC Press.

2. Essentials of Supply Chain Management by Michael H. Hugos

3. Logistics and Supply Chain Management by Martin Christopher

4. Purchasing and Supply Chain Management by Robert Monczka, Robert Handfield,

Larry Giunipero and James Patterson

5. Logistics Management and Strategy: Competing through the Supply Chain by Alan

Harrison and Remko Van Hoek

6. Manufacturing Planning and Control for Supply Chain Management by F. Robert

Jacobs, William Berry, D. Clay Whybark and Thomas Vollmann

7. Supply Chain Logistics Management by Donald Bowersox, David Closs and M. Bixby

Cooper


1. Know the fundamentals of logistics and supply chain management..

2. Assess the distribution designs.

3. Synthesize procurement and sourcing practices.

4. Evaluate supply chain models

5. Understand supply chain network strategies and trends.


5 52 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10



2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Customer Relationship Management:Subject Code: 15MBAMM404 Credits: 4Course Type: Management CIE Marks: 50Hours/week: L – T – P 3 – 1 – 0 SEE Marks: 50Total Hours: 50 (35L+15T) SEE Duration: 3 Hours

Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of CRM

2. Students will be able to understand customer relationships.

3. Students will assess the customer value..

4. Students will know CRM implementation and control techniques.

5. Students will solve customer metrics to have better customer insights..

Detailed syllabus:

Unit – 1 9 Hours Defining CRM

Difference between customer, consumer and prospect, consumer buying process, types of

consumer behavior.CRM Marketing initiatives, customer service, sales force automation, e-

CRM, Strategic CRM, analytical CRM, operational CRM, collaborative CRM, commercial

contexts of CRM and CRM models.

Unit – 2 9 Hours Understanding relationships

Relationship definition, theories of relationship, satisfaction profit chain, customer satisfaction,

loyalty and business performance. Supplier, partner, investor and employee relationships.

Managing customer relationship on social media and internet. Buzz marketing, word of mouth

communication. customer centricity.

Unit – 3 9 Hours Customer value

Creating value for customers, customer acquisition, customer engagement, customer retention

and development, IT for customer relationships. Customer Lifetime value (problems), sentiment

analysis, text clouding and big data analytics in creating customer value.

Unit – 4 13 Hours CRM implementation and control

Design stage, customer development, customer portfolio management, customer database

management, customer experience, integration, reporting, data migration, testing. Consumer

privacy, Maintain CRM, Enhancing CRM, Monitoring vendor ecosystem. Organizational issues

and customer relationships.

Unit – 5 10Hours CRM metrics ( theory and problems)

Market share, sales growth, acquisition rate, acquisition cost, average inter purchase time,

retention and defection rate, survival rate, , P active, size of wallet, share of wallet, transition

matrix.RFM, customer equity, customer selection : profiling, binary classification, logistics

regression and LIFT analysis.

Recommended Books:

1. The CRM handbook- A business guide to CRM Jill Dyche..

2. CRM fundamentals, Brian Paulen Apress.

3. Customer relationship management francis Buttle, routledge.

4. Customer relationship Management; concept, strategy and tools V. Kumar

Reference Books:

8. CRM at speed of light- Paul Greenburg. .

9. CRM by Mukesh Chaturvedi - excel

10. CRM fundamentals: Scott- Apress.

11. CRM – Simon Knox- BH publication.

12. The definitive guide to Social CRM- Golden berg- Pearson.

Course outcome (CO);

After completing the course students will be able to

1. Know the fundamentals of CRM

2. Assess the customer relationships

3. Synthesize customer metrics

4. Evaluate CRM implementation

5. Understand customer value.


5 52 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10



2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Digital Marketing


Course Learning Objectives (CLO’s):1. Students will understand the fundamentals of digital marketing

2. Students will be able to design content, email and search campaigns

3. Students will know essentials of mobile, video and social media marketing

4. Students will analyze digital transformations of firms

5. Students will evaluate digital marketing metrics

Detailed Syllabus:

Unit – 1 9 Hours Introduction to digital marketing

Transforming from traditional to digital values, A digitally challenged enterprises, drivers of

change. Digital marketing mix.

Unit – 2 9 Hours Content , e- mail and search marketing

Holistic liquid content strategies, 70/20/10 content planning models, Types of search marketing,

language of search, Search engine optimization, Succeeding search marketing, email

etiquettes, e- mail campaign,

Unit – 3 9 Hours Mobile, video and Social media marketing

Mobile Marketing: Market size and rate of growth, location, gaming, applications, privacy ,SMS

and MMS campaigns, Internet of Things(IoT), video edit and publishing, video channels, video

experience building, video community and traffic management. Social media, Social media

channels, Social media engagement. Future of social media.

Unit – 4 13 Hours Digital transformation:Digital leadership principles, designing digital organizations, digital innovations. Website

strategies, Display management. Digital communications.

Unit – 5 10Hours Digital marketing metrics ( theory and problems)

Social media analytics, search analytics, audience measurement, content analysis, engagement

analysis, digital influence, ROI, Mobile analytics. email metrics

Recommended Books

1. Understanding digital marketing: Damian Ryan – Kogan.

2. Digital marketing By Ira Kauffman- Routledge.

3. Digital marketing metrics- Check Hemann- Que.

4. Digital marketing- Eric Greenburg- McGraw Hill.

Reference Books

1. Digital marketing- Godfrey Parkin- New Holland

2. Digital marketing – will rowan – Kogan.

3. Digital marketing for dummies- Ben carter- Willey.

4. Digital marketing – A practical approach – Alan Chartsworth- Routledge.

5. Complete digital marketing – SteveMyring.

6. Digital marketing – Debra Zahay- Business expert press.


1. Know the fundamentals of digital marketing..

2. Assess the content, email and search marketing effectiveness

3. Discuss the mobile, video and social media marketing strategies.

4. Evaluate digital transformations in firms.

5. Understand digital marketing metrics.


5 52 Understand 05

3 Apply10 10

05

4 Analyze

5 Evaluate10 10

10 10

6 Create 10 10

Total Marks 25 25 20 20 10



2 Understand 30

3 Apply 24

4 Analyze 17

5 Evaluate 20

6 Create 0

Total Marks 100

Documents

New Syllabus Prasad