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PGP_III_SEMESTER_2010-12_ISBE-B

RELEASE DATE: APRIL 2011_SS

PROGRAMME STRUCTURE FOR

ISBE - B

NO Subject Credit

1. Business Policy & Competitive Strategy 2

2. Executive Communication* 2

3. Macro Economics* 2

4. Organisation Development* 2

5. Entrepreneurship & Small Business Management* 4

SPECIALISATION: MARKETING

6. Services Marketing 2

7. Marketing Strategy 2

8. International Marketing 2

SPECIALISATION: HR MANAGEMENT

9. Training & Development 2

10. Group Dynamics 2

11. Compensation Management 2

SPECIALISATION: FINANCE

12. Securities Analysis & Portfolio Management 2

13. Insurance & Banking 2

14. Management of Indian Financial Systems 2

SPECIALISATION: MARKETING COMMUNICATION

15. Advertising Creatives 2

16. Direct Marketing & Communication 2

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17. Below the Line Promotions 2

SPECIALISATION: INFORMATION TECHNLOGY

18. Business Intelligence 2

19. Strategic Innovation Management 2

20. Strategies for Managing Networked Business 2

* The starred(*) papers have to be studied in addition to all the papers prescribed under the

MS University syllabus. Thus a student will be examined for Business policy and strategic

management course plus 3 specialization papers under MS University syllabus (For a total of8 credits). In addition he will appear for 4 more papers listed immediately after Business

Policy paper (totaling to 10 credits). In all he will be examined in 8 papers totaling to 18

credits. = 8 credit papers for MS University plus 10 credit papers for IIPM syllabus.

BUSINESS POLICY & COMPETITIVE STRATEGY

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UNIT 1.DEFINING BUSINESS POLICY

Definitions, Kottr, Glueck & Jauch, Kenneth Andrews, Porter

Strategy formulation techniques

Discussion on planning for the present & future

Demand forecasting techniques

o Quantitative models: Averages, moving Trends, regression, factor analysis

o Significance Tests: T-Test, Chi Square Test

UNIT 2.CORPORATE LEVEL PLANNING Methods to define corporate mission

o Druckers Model: Corporation definition, customers, value time relative position (Will and

Should) as per Ansoffs Strategy Gap

Identifying S.B.Us

o Independence equation, management authority relevance

Evaluating current business portfolio

o Growth share matrices, BCG, GE Generic strategies: Build, hold, harvest, divest w.r.t stars,question marks, cash Cows, dogs

Identifying new growth areas

o Ansoffs strategy gap revisited, integrative strategies: horizontal, vertical

intensive, ansoffs Model: Diversification, concentric, horizontal, conglomerate

UNIT 3.BUSINESS LEVEL PLANNING

Defining business mission

o Druckers model revisited

o Business Definition, Customers, Value

o Time Relative Position (Will and Should) as per Ansoffs Strategy Gap

o Relevance of Specificity w.r.t Corporate Mission Statement

Internal Environment Analysis

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o Core Competency Model of Prahlad

o Filter Test for Determining Core Competencies

o Filter Test for Determining Core in competencies

External Environment Analysis

o Industry Analysis Framework of Porter

o Understanding 5 forces and 5 entities:

- Customers, Suppliers, Potential Threats, Substitutes, Competitors

o Proportionality Quotients as Defined by Porter

o

Barriers to Entry: Barriers to Production, Barriers to Marketing

Goal Formulation

o Sales, Market Share, Cash Flows, Profits

o Relevance of PLC

o Investment Center, Revenue Center, Cost Center, Profit Center, Cash Flow Center

Strategy Formulation

o Porters Generic Strategies

- Cost Leadership: Comparison with Price Leadership, Emphasis on Production

- Differentiation: Quality, Service, Style, Technology

- Mutual Exclusivity of Generic Strategies

- Focus Strategies as a Choice

- Non-Focus Strategies as a Choice

Program Definition

o Blueprint for Action

Implementation

o McKinseys 7-S Framework:

- Structure, Strategy, Systems, Staff, Style, Skills, Shared Values

Feedback & Control

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UNIT 4.BUSINESS PROCESS RE-ENGINEERING

Process Improvement

Process Re-Structuring

Process Re-Engineering

Process Transformation

UNIT 5.NEWER DIMENSION FOR STRATEGIC PLANNING AND

IMPLEMENTATION

Blue Ocean strategy

Balance score Card

Competing for the future

RECOMMENDED BOOKS:

Azhar Kazmi: Business Policy and Strategic Management (2002:TMH)Vipin Gupta, Kamala Golla Kuta, and R. Srinivasan: Business Policy & Strategic Implementation

(PHI: 2007)

Competitive Advantage by Michael PorterMichael E. Porter: Competitive Strategy

L.R.Jauch and W.F.Glueck: Business Policy and Strategic ManagementC.W.L. Hill and G.R.Jones: Strategic Management :An Integral Approach

VSP Rao and V. Harikrishna : Strategic Management :Text and Cases

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EXECUTIVE COMMUNICATION: MENTORING

COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS

COURSE CREDITS: 02

1. BUSINESS PRESENTATION

What, and how of business presentation

2. PRESENTATION SESSION - 1 Students presentation (5 Minutes)

Feedback by the faculty

3. COMMUNICATION ACTIVITY - 1

Facultys session on communication

4. PRESENTATION SESSION - 2

Students presentation (10 Minutes)


5. COMMUNICATION ACTIVITY - 2

Facultys session on communication

6. AIDS TO COMMUNICATION

Group activities

Management games

7. PRESENTATION SESSION 3

Students presentation (15 Minutes)


8. RESUME PREPARATION

Ideal resume

Resume writing exercise

9. PRESENTATION SESSION 4

Students presentation (30 Minutes)*(Note: This presentation shall be video recorded)

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Feedback

10. MONITORING OF PROGRESS

Individual feedback sessions

This session will be judged by a 3 member panel consisting of excom faculty,senior excom faculty, and a member of SMG team.

Excom faculty will provide feedback on students performance. Senior faculty will

inturn assess the performance of excom faculty. The SMG team member willprovide employability/placement index for the individual student.

NOTES:

An average PG level student at IIPM is expected to participate in the following exercises:- Individual Presentation

- Debates

- Practice interviews- Group discussion exercises

- Miscellaneous sessions covering group based written, verbal, and non verbal

communication exercises.

* Every student will be given a CD recording of his performances in sessions (meant to be

recorded) during trimesters I & II. This will enable him to see his own transformation as a

speaker. Besides, alongwith this CD, by the end of trimester II all the students will be

provided personalized written feedback on their progress.

BASIC TEXTS:

This course is 100% hands on practice oriented one. Hence the students dont have to refer

to any texts. However, the students are strongly advised to consult their mentor to obtain

tips on how to further improve their presentation skills.

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MACRO ECONOMICS


COURSE CREDITS: 02

1. INTRODUCTION (1 HR)

Definition & scope of macroeconomics

Income and its measurement; their interpretation

Circular flow of income, output, and spending

NI and allied measures for India

2. INCOME DETERMINATION IN SHORT RUN: BASIC MODEL (2 HRS)

Determinants of aggregate spending

Equilibrium income

Changes in income

Concepts of inflation, unemployment, business cycle, multiplier, etc.

3. INCOME DETERMINATION IN A FOUR SECTOR MODEL (2 HRS)

Introduction of govt. in income determination model

Income determination in an open economy

Changes in income in a four sector model

Govt. and external sector in Indian economy

4. PRICE SETTING IN AD-AS FRAMEWORK(2 HRS)

Aggregate demand, aggregate supply, and equilibrium Changes in income and price level

5. INCOME AND PRICES IN THE LONG RUN (3 HRS)

Induced changes in input prices

Aggregate demand shocks and their consequences on income

Income in short run and long run

Business cycle and fiscal operations

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Fiscal policy in India and its implications for income determination & change

6. INSTITUTION OF MONEY IN A MODERN ECONOMY (2 HR)

Definition, nature, role, and function of money

Money and credit

Banking system: A preliminary idea of credit creation

Working of monetary and credit policy in India

7. MONEY IN MACROECONOMICS (4 HRS)

Demand for money: General and in India

Supply of money: General and in India (monetary aggregated)

Monetary forces and aggregate demand

Macroeconomic cycles and aggregate shocks

8. BALANCE OF PAYMENTS AND EXCHANGE RATES (2 HRS)

Balance of payments: Concept; Indian BOP

Foreign exchange: Market; determination

Foreign exchange markets and systems in India

9. MACROECONOMIC POLICY IN AN OPEN ECONOMY (2 HRS)

Meaning of an open economy and openness

Macro policy in a world with perfect capital mobility

Implications of an open economy; Indian case

10. MACROEONOMIC ISSUES: INFLATION (1 HR)

Inflation in the macro model

The Philips curve

The Lucas AS function

Inflation in India

11. UNEMPLOYMENT (1 HR)

Meaning, types, and characteristics of unemployment

Unemployment in India: Nature. Causes, and consequences

Cyclical and structural unemployments Policies to reduce unemployment

12. INTERNATIONAL TRADE (2 HRS)

Basis of trade

Trade theories for the nations

Trade theories at the firm level

Gains from trade

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BASIC TEXTS

LIPSEY AND CHRYSTAL: Economics (11th Indian Edition): Chs. 15-25 (OUP)

MINISTRY OF FINANCE: Economic Survey (Latest Edition): All Chapters (OUP)

V. IMPORTANT NOTES:

All the case studies given in Lipsey & Chrystal are in course.

The questions in examination will be application (of macroeconomics concepts) based.

ORGANIZATION DEVELOPMENT


COURSE CREDIT: 02

1. OVERVIEW (2 HRS)

Introduction to OD

Nature of planned change

2. PROCESS OF ORGANIZATION DEVELOPMENT (6 HRS)

Diagnostic process: Meaning and dimensions of diagnosis; groups and jobs diagnosis;

collection and analysis of information; feeding back of information

Designing interventions

3. HUMAN PROCESS INNTERVENTIONS (4 HRS)

Individual, interpersonal, and group process approaches

Organization process approach

4. TECHNOSTRUCTURAL INTERVENTION (4 HRS)

Restructuring organization

Employee involvement

Work design

5. HRM INTERVENTIONS (4 HRS)

Performance Management

Developing and assisting members

6. STRATEGIC CHANGE INTERVENTION (4 HRS)

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Competitive and collaborative strategies

Organizational transformation

BASIC TEXTS:

CUMMINGS AND WORLEY: Organization Development and Change (Cengage:2005):

Chs 1,2,5,6,7,8,9,12-20

BHUPEN SRIVASTAVA: Organization Design and Development (Biztantra)

ENTREPRENEURSHIP AND SMALL BUSINESS MANAGEMENT


COURSE CREDITS: 04

A: ENTREPRENEURSHIP

(Weightage: 75%)

1. ENTREPRENEURSHIP: CONCEPT, EVOLUTION, AND SCOPE (3 HRS)

Concept and evolution of entrepreneurship

Corporate entrepreneurship

Individual entrepreneurship: Part time, small and medium ventures

2. DEVELOPMENT OF ENTREPRENEURSHIP (6 HRS)

Profile of an individual entrepreneur: Aptitude, skills, and knowledge set

Entrepreneurial mindset: Creativity and innovation

Profile of every individual students in terms of entrepreneurial traits

3. VENTURE PLANNING (6 HRS)

Opportunity assessment Environment assessment

Marketing research

Financial analysis

Business Plan

4. STARTING A VENTURE (6 HRS)

Legal form of business: Merits and demerits of alternative forms

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Legal environment

Sources of finance

Buying a business & valuaing it

Precommencement issues

5.RUNNING AN ENTERPRISE (6 HRS)

Strategic planning

Growth of an entrepreneurial venture: Organic & inorganic

Operational dimensions of running the venture

6. RUNNING AN ENTERPRISE: SOME ISSUES (3 HRS)

Networking

Family business

e-business

7. HARVESTING A BUSINESS (6 HRS)

Valuating for harvesting (with numerical examples)

Succession issues

Dilution of stakes

Preparing for, and actually, exiting a venture

B. SMALL BUSINESS MANAGEMENT

(WITH SPECIAL FOCUS ON INDIA)

(Weightage: 25%)

8. SETTING UP SMALL BUSINESS IN INDIA (4 HRS)

Registration and legal formalities

Procurement of space, electricity and other utilities

Preproduction contracts with vendors, suppliers, customers, etc

Basic start up problems and their resolution

9. MANAGEMENT OF SMALL BUSINESS IN INDIA (4 HRS)

Planning and organizing

Financial planning and execution

Marketing Management HR issues

10. MANAGEMENT OF GROWTH (4 HRS)

Stabilisation strategies

Growth strategies; crises of business growth

Information technology and small business

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BASIC TEXTS:

ROBERT D HISRICH AND DEAN A SHEPHARD: Entrepreneurship (Mc Graw Hills:

Latest edition)

RAJEEV ROY: Entrepreneurship (OUP): Chs. 4,7,15 and 18

BUSINESS WORLD: The SME White Book 2010/11 (BW Publications:2010) All

Chapters

SPECIALIZATION: MARKETING

INTERNATIONAL MARKETING

1. INTERNATIONAL MARKETING: AN OVERVIEW

The Scope and challenge of International Marketing

The dynamic environment of international marketing

Constituents of international environment

2. THE ENVIRONMENT OF GLOBAL MARKETS

Geography and history: the foundations of cultural understanding; Cultural dynamics in

assessing global markets

Business customs in global marketing

The political environment: A critical concern The international legal environment

The economic environment

3. ASSESSING GLOBAL MARKET OPPORTUNITIES

Developing global vision through market research

Emerging markets and scope for marketing

Multinational market regions & market groups

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Ranking of markets in terms of relative opportunities

4. DEVELOPING GLOBAL MARKET STRATEGIES

Global marketing management: Planning and organization.

Creating products for consumers in global markets

Marketing Industrial products and services

International distribution systems

International Retailing

Exporting and Logistics: Special issues for the smart business

The global advertising and promotion effort.

Personal selling and sales management

Pricing for international markets

5. IMPLEMENTING GLOBAL MARKETING STRATEGIES Negotiating with international customers, partners, and regulator

Organizational structure, system, and processes for delivering marketing program

MARKETING STRATEGY

1. CONCEPTS COMPETENCIES, ENVIRONMENT AND STRATEGYALTERNATIVES

Introduction

Competence

Environment

Models

Strategies

2.ANALYSIS FOR STRATEGY FORMULATION-1

Product management/ analysis

Market analysis

3.ANALYSIS FOR STRATEGY FORMULATION-2

Customer Analysis

Competitor Analysis

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Market segmentation and targeting

Differentiation and positioning of services

Management of demand and capacity

4. MARKETING MIX FOR SERVICES

Marketing mix elements

Product: Service packaging

Pricing of services

Promotion of service

Role of people factor

Service processes

Physical evidence and marketing

5. MAXIMIZATION OF SERVICES MARKETING POTENTIAL

Relationship marketing

Internal marketing

Documents

SS-10-12-Sem-III