MBA General

Post Graduate Department of Business Administration curriculum
1

CHRIST UNIVERSITY
Hosur Road, Bangalore 560 029

POST GRADUATE DEPARTMENT OF
BUSINESS ADMINISTRATION

SYLLABUS FOR
MASTERS DEGREE IN BUSINESS
ADMINISTRATION (MBA)
(TRIMESTER SCHEME)

2
MASTERS IN BUSINESS ADMINISTRATION
C CU UR RR RI IC CU UL LU UM M
YEAR- I
Trimester - I
Course Title Hrs Marks Credit
MBA131 Information Technology for Management 3 100 2
MBA132 Organizational Behaviour - I (Micro Perspective) 3 100 2
MBA133 Mathematics and Business Statistics 3 100 2
MBA134 Financial Accounting For Managers 3 100 2
MBA135 Managerial Economics I 3 100 2
MBA136 Principles of Management 3 100 2
MBA137 Management Communication and Case Studies 3 100 2

MBA175
Project: Organizational Structure Study & Book
Review/ OBT

2 credits
Corporate Interface
Current Affairs
TOTAL 21 800 16
Trimester - II
MBA231 Organizational Behaviour - II (Macro Perspective) 3 100 2
MBA232 Research Methodology 3 100 2
MBA233 Management Accounting 3 100 2
MBA234 Corporate Database Management & Management
Information System
3 100 2
MBA235 Managerial Economics II 3 100 2
MBA236 Marketing I 3 100 2
MBA237 Fundamentals of Services Management 3 100 2
MBA238 Business Law 3 100 2

MBA275
Project: Social Concern

2 credits
Corporate Interface
Current Affairs
TOTAL 24 900 18
Trimester - III
MBA333 Financial Management 3 100 2
MBA334 Operations Research 3 100 2
MBA335 Production and Operations Management 3 100 2
MBA336 Marketing -II 3 100 2
MBA 337 Business, Government and Indian Society 3 100 2
MBA 338 Enterprise Resource Planning 3 100 2
MBA339 Managing Human Resources 3 100 2

MBA375
Corporate Interface
100 Current Affairs
TOTAL 21 800 16

3
YEAR - II
T Tr ri im me es st te er r - - I IV V
MBA431 Strategic Management 3 100 2
MBA432 Total Quality Management 3 100 2
MBA433 Enterprise Resource Planning(2011)(II YEAR) 3 100 2
Functional Electives / Elective I 3 100 2
MBA 461 M - 1
MBA 462 F - 1
MBA 463 H - 1
MBA 477 O - 1
Elective II 3 100 2
MBA 464 M - 2
MBA 465 F - 2
MBA 466 H - 2
MBA 478 O- 2
Elective III 3 100 2
MBA 467 M - 3

MBA 468 F - 3
MBA 469 H - 3
MBA 479 O - 3
Elective IV 3 100 2
MBA 470 M - 4
MBA 471 F - 4
MBA 472 H - 4
MBA 480 O - 4
Elective V 3 100 2
MBA 473 M - 5
MBA 474 F - 5
MBA 475 H - 5
MBA 481 O - 5
MBA 482 Project: Summer Internship (2 months) 100 2

Corporate Interface

TOTAL
24 900 18


4
T Tr ri im me es st te er r - - V V
MBA 531 Entrepreneurship 3 100 2
MBA 532 Business Ethics 3 100 2
MBA 533 E - Business 3 100 2
Functional Electives
Elective VI 3 100 2
MBA 561 M - 6

MBA 562 F - 6
MBA 563 H - 6
MBA 583 O - 6
Elective VII 3 100 2
MBA 564 M - 7

MBA 565 F - 7
MBA 566 H - 7
MBA 584 O - 7
Elective VII 3 100 2
MBA 567 M - 8

MBA 568 F 8
MBA 569 H 8
MBA 585 O - 8
Elective IX 3 100 2
MBA 570 M - 9
MBA 571 F 9
MBA 572 H 9
MBA 586 O - 9
Elective X 3 100 2
MBA 573 M - 10
MBA 574 F - 10
MBA 575 H - 10
MBA 588 O - 10
SECTORAL SPECIALISATION(Any one of the
following)
2
MBA 577 F - A
MBA 578 M - A

MBA 589
Dissertation I 100 2
Seminars

Corporate Interface
TOTAL 24 900 20


5
T Tr ri im me es st te er r V VI I

MBA631 International Business 3 100 2
Functional Electives
Elective XI 3 100 2
MBA661 M - 11
MBA662 F - 11
MBA663 H - 11
MBA 671 O - 11
Elective XII 3 100 2
MBA664 M - 12
MBA665 F - 12
MBA667 H - 12
MBA 672 O - 12

MBA 673
Dissertation II 100
2
Corporate Interface
TOTAL 9 400 8
GRAND TOTAL 120 4600 94

6

ELECTIVES
Marketing
Trimester IV Trimester V Trimester VI
1. Consumer Behaviour 1. Customer Relationship
Management & Innovation
Management
1. Service Management,
Strategies & Projects
2. Business to Business 2. Integrated Marketing
Communication
2. Brand Management
3. Strategic Marketing
Management
3. Marketing Research
4. Rural Marketing 4. Sales and Distribution
Management

5. International Marketing 5. Supply Chain
Management
Sectoral Specialization
6. Retailing

Finance
1. Security Analysis &
Portfolio Management
1. Mergers, Acquisitions
& Restructuring
1. Financial Risk Management
2.Management of
Financial Services
2. Taxation II 2. Commodity Market
3. Management of Banks
and Financial Institutions
3. International Financial
Management

4. Project Appraisal and
Finance
4. Wealth Management
5. Taxation I 5.Strategic Financial
Management
Sectoral Specialization
6. Insurance

Human Resource
1. HR Planning Recruitment &
Selection
1. Organizational Change
& Development
1. Human Relations skills
2. Performance Management &
Employee Counselling
2. Labour Law II 2. Quantitative Human
Resource management
3. Training and Development 3.Compensation
Management

4. Labour Law I 4. Strategic Human
Resource Management

5. International Human Resource
Management
5. Latest trends in Human
Resource Management


7
Lean Operations & Systems
1. Product Design & Facility
Planning
1. Advanced- SCM

1. Green Operations
(Waste Management)
2.Strategic Operations Management

3. Project Management

4. Business Intelligence

2. Lean Planning,
Manufacturing&
Control
3. Maintenance
Management
4.Technology
Management
2.Software Engineering &
Software Project
Management
5. Service Operations Management 5. Industrial
Automation


8

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INFORMATION TECHNOLOGY FOR MANAGEMENT
MBA 131 2 Credits

Description:
This is a core subject. It covers a wide spectrum of Information technology aspects in order to
prepare the students to undertake IT associated work with ease when they enter the industry.
The focus is on an application oriented approach by bringing in various contemporary IT
related aspects.

Learning Objectives
To understand the importance of IT as a key enabler in providing solutions to modern
business problems
To study the impact of IT on organizations, society and individuals
To realize the importance of Information as the key resource for organization
productivity and effectiveness
To adapt and upgrade continuously to present and trends in IT

UNIT I: Introduction to Information Technology (5 hrs)
Level of knowledge Basic & Fundamental

Information Technology & its role in modern business.
Trends in Information Technology.
Information Technology as an enabler.
Pressures exerted by IT on business and how business responds to it
Transition from Old Economy to Digital Economy
Application of IT in various functional departments
IT, people view, empowering people through information, managing change the Indian
paradigm.
Managing the Digital Divide

UNIT II: Information as Key Business Resource (4 hrs)
Level of knowledge - Conceptual
Dimensions of Information, Information flow in Organizations, Information processing,
Hierarchy of Information Systems in an organization, Management Information Systems, Inter-
organizational Information systems, Enterprise Information Systems, Information architecture,
the Knowledge Worker. How IT can transform organizations

UNIT III: Role of Hardware in IT (4 hrs)
Level of knowledge - Fundamental
Overview of Hardware industry in India and its market, Basic elements of computer hardware.
Developments in I/O devices. Microprocessors, Microcontrollers, Primary and Secondary
storage, Enterprise storage, Data Centres, Computer Generations and Computer hierarchy

UNIT IV: Role of Software in IT (4 hrs)
Level of knowledge: Preliminary
Overview of the software industry in India, Application and System software, Operating
Systems, Cloud Computing , Virtualisation, SaaS, Alien software. Overview of programming
languages.
UNIT V: Role of Telecommunication and Networking in IT (4 hrs)
Level of knowledge Working knowledge

10
Components of telecommunication systems. Telecom scenario in India. Types of networks and
topology. Wireless technology. GSM, CDMA. Social Networks.

UNIT VI: Information Technology Applications (5 hrs)
Level of knowledge Working knowledge
Information superhighway, Groupware, Multimedia, Voice recognition and Touch screens,
Convergence, Virtual reality, Artificial Intelligence, Business Intelligence Growth of internet,
Internet2. Internet governing bodies. Impact of internet connectivity and pricing in India (rural
and urban). Intranets, extranets, EDI.

UNIT VII; Impact of IT on Organizations, Individuals and Society (2 hrs)
Ethical Issues, Information privacy, Information Technology & its impact on Organizations, IT
& its impact on individuals, Health & safety, Social impact of IT, IT & employment.,
Overview of cyber laws.
[Total: 28 hrs]
Skill Development:
1. The course is facilitated by class lectures and interaction
2. Case studies
3. Student presentation and classroom discussions.
4. Group presentations on emerging technologies
5. Discussion on contemporary and current issues in IT

Prescribed Text:

1. Turban Efraim,Leidner Dorothy,McLean Ephraim,Wetherbe James,
Information Technology for Management: Transforming
Organizations in the Digital Econom, India: John Wiley & Sons
Publications, 7
th
Edition

References:
1. Freznel Carroll W, Freznel John C, Management of
Information Technology, USA: Thomson- Course Technology
Publications, Fifth Edition
2. Williams Brian K, Sawyer Stacey C, Using Information Technology: A
practical Introduction to Computers and Communications, India: Tata
McGraw -Hill Publishing CO. Ltd, Latest Complete Version
3. O'Brien James A, Management Information Systems:
Managing Information Technology in the Business Enterprise, India:
Tata McGraw -Hill Publishing CO. Ltd, Seventh Edition
4. Stair Ralph, Principles of Information system, New Delhi:
Cengage Publications, (2008)
5. Turban, Mclean, Wetherbe, Making Connections for Strategic
Advantage, New Delhi: John Wiley & Sons Inc Publications, (2008)
6. Lucas, Information Technology, New Delhi: John Wiley & Sons
Inc Publications (2008)
7. Behl Ramesh, IT for Management, New Delhi: Tata McGraw
Hills Publications, (2009)

ORGANISATIONAL BEHAVIOUR I (MICRO PRESPECTIVE)
MBA 132 2 Credits

11

DESCRIPTION
This is a foundation course. The course is designed to introduce the field of organizational
behavior, giving special attention to the major challenges and the paradigm shift facing today's
management; to present the organizational behavior perspective for management; to provide
opportunities to express ones behaviour and experience others behaviour. The experiential
learning method is adopted.

LEARNING OBJECTIVES
o To enhance the students understanding of ones own behaviour and its impact on others.
o To develop a meaningful insight to diagnose and effectively deal with human
behaviour at the workplace.
o To develop students skills for influencing and managing groups thus enhancing
personal & interpersonal skills.

UNIT 1 INTRODUCTION TO ORGANIZATIONAL BEHAVIOUR
Level of Knowledge Basic Knowledge (4 hrs)
Historical Development, Behavioural Sciences and Organizational Behaviour, Meaning,
Importance, Basic concepts, organizational Behaviour (OB) in global context, Managing
worker diversity.

UNIT 2 INDIVIDUAL BEHAVIOUR PERSONALITY & PERCEPTION (6 hrs)
Level of Knowledge conceptual & application
Personality: Foundations of individual behaviour, Personality, Meaning and Importance,
Development of personality, Determinants of personality, Theories of personality,
Relevance of personality to managers.
Perception: Nature, Importance and Definition of Perception, Factors Involved in perception,
The Perceptual Process, Perceptual Selectivity and Organization, Applications in
Organizations.

UNIT 3 LEARNING, ATTITUDES, VALUES & JOB SATISFACTION (6 hrs)
Level of Knowledge conceptual & application.
Learning: Definition and Importance, Theories of learning, Principles of learning, Shaping as
managerial tool, Applications in organizations.
Attitudes, Values and Job Satisfaction: Sources and types of attitudes, Attitude formation
and change, Cognitive DissonanceTheory. Values: meaning, importance, source and types,
and applications in organizations. Effects of employee attitude, Job related attitudes

UNIT 4 MOTIVATION (4 hrs)
Level of Knowledge conceptual & Working Knowledge
Meaning, Theories of motivation, Motivation applied in organizations, Job Design,
Performance Appraisal, Goal Setting.

UNIT 5 GROUPS & TEAMS (4 hrs)
Level of Knowledge application & Working Knowledge
Groups -- Meaning classification and nature of groups, Stages of Group Development,
Resources
Structure and Processes, Tasks and Effect of groups on performance and satisfaction.
Teams -- Meaning of teams, types of teams, characteristics of teams, team development, team
decision making.

12

UNIT 6 COMMUNICATION (2 hrs)
Level of Knowledge skill development & application
Increasing Personal and Interpersonal effectiveness through understanding and practicing
Transactional Analysis and Johari Window Model.

UNIT 7 LEADERSHIP (4 hrs)
Level of Knowledge skill development & Working Knowledge
Historical Data and Studies, Meaning, Importance and Nature of Leadership, Types and
Styles of leadership, Leadership Theories- Trait Theories, Behavioural Theories and
Contingency Theories, Leadership in modern organizations.
[Total 30 hrs]
SKILL DEVELOPMENT
o A learning diary to be maintained to stimulate introspection about ones behaviour.
o Case studies, group discussions, exercises, games, role-plays & psychological
instruments will be adopted.
o Term paper, small group interaction, group tasks and presentations will be made
compulsory.

PRESCRIBED TEXTS:
1. Udai Pareek, Understanding Organizational Behavior, Oxford University Press, 2009
2 Robbins & Judge, Organizational Behavior, 13th Edition, Prentice Hall of India , 2009.
3. Debra l. Nelson & James C. Quick, Organizational Behavior, Thomson South Western,
2009

REFERENCE BOOKS
1 Fred Luthans, Organizational Behavior, McGraw Hill international edition 2009.
2 Helriegel D, Slocum J.N. , Woodman R W, Organizational behavior. Macgraw-Hill
2009
3 Hodegetts R M ,Organizational Behavior , Macmillan, 2009
4 Greenberg J & Baron R A , Behavior in organizations, prentice hall of India 2009
5 Robert Kreitner & Angelo Kinicki, Organizational Behavior, McGraw hill 2009

EXTERNAL EXPERTS
1. Dr. B.C Sanjeevaiah, 3. Mr. Girinarayan
Professor & Chairman Director Human Resource
Post Graduate Department of Commerce Lineage Power Ltd
Bangalore University Bangalore

2. Dr.Poornima Bhatt 4. Dr. Subhash Sharma
Faculty, Icfai Business School, Director, Indus Business Academy
Bangalore Bangalore

MATHEMATICS AND BUSINESS STATISTCS
MBA 133 2 Credits

13

DESCRIPTION
This is a core course for 2 credit hours. It will discuss from both conceptual and application
perspective, basic statistical and mathematical concepts and tools widely used in business
applications. The course gives a basic mathematical /statistical input desired for a clear
understanding of core courses like Economics, Foundations of Finance, Managerial Finance,
Operations Management and electives in Marketing & Finance Courses. Further it enables to
conceptualize business problems in statistical / mathematical terms and solve them to provide
solutions.

LEARNING OBJECTIVES
Multiple pedagogies and active course participants should make this course as useful
foundation for continued professional development. With diligence and commitment to mutual
learning, the following learning outcomes can be accomplished.
Become aware of Data to Information Conversion Process
Summarize data by computing measures of Central Tendency, Dispersion, Skewness
and Kurtosis
Understand the concept of Probability & random variables and applications of
important probability models
Understand the need and application of sampling methods. Various sampling methods
used in practice will be discussed.
Understand and apply appropriate inferential statistical tools of estimation and testing
of hypothesis. Understand the method of evaluating the association between variables
through correlation and regression modeling.
Use basic time series analysis for forecasting.
Understand the approach for decision making under uncertainty.
Appreciate the use of some basic mathematical tools for business applications.

UNIT I APPLICATION OF QUANTITATIVE METHODS IN MANAGERIAL
DECISION MAKING (4 Hrs)
Level of Knowledge Conceptual and Basic
Data Processing- Classification Summarization Tabulation of data Presentation (Tabular
and Graphic) Frequency Distribution. Measures of Central Tendency - Arithmetic Mean,
Weighted Mean, Geometric Mean, Median, Mode, Partition Values Quartiles, Deciles and
Percentiles. Measures of Dispersion -Range, Quartile Deviation, Standard Deviation, Variance
and Co-efficient of Variation

UNIT - II PROBABILITY (5 Hrs)
Level of Knowledge Conceptual and Working
Rules Concepts - Conditions of statistical dependence and independence, Bayes Theorem
and its applications. Probability Distributions Random Variable, Expected Value, Binomial,
Poisson, Normal and Exponential Distributions

UNIT - III SAMPLING DESIGN (4 Hrs)
Level of Knowledge Conceptual

14
Nature, types, Probability sampling, Non probability sampling. Estimation -Point and Interval
estimates Confidence Intervals determining sample size

UNIT - IV INDEX NUMBERS (4 Hrs)
Index numbers -Definition application interpretation. Sequential Decision Making -
Decision making under certainty, uncertainty, EPPI, EVPI Bayesian Approach Decision
Trees

UNIT - V BUSINESS FORECASTING (4 Hrs)
Business Forecasting -Time series analysis, components Methods Straight line method
Semi averages method Least square method Moving averages. Correlation and Regression
-Correlation interpretation and applications. Regression meaning and uses normal
equations model building. Correlation versus Regression.

UNIT - VI TESTING OF HYPOTHESIS (6 Hrs)
Testing Of Hypothesis - Concepts types of errors null and alternate hypothesis level of
significance. Testing of means and proportions for small and large samples - one-sample test.
Testing of difference between means and proportions for small and large samples. 2 Test of
goodness of fit Test of independence ANOVA one way and two way classifications.

UNIT - VII MATHEMATICS (3 Hrs)
Mathematics -Progressions Arithmetic, Geometric application. Differential Calculus
maxima, minima. Matrices addition, multiplication, inverse.
[Total 30 hours]
Skill Development
1. Problem solving in all the topics of the course related to applications in Finance,
Marketing, Operations, and HRM.
2. Case Problem solving.
3. Case Studies.
4. Presentation on Applications and Case Analysis.
5. Exposure to use of software applications Excel & SPSS.

Core Texts:

1 Anderson Sweeny & Williams: Statistics for Business and Economics with CD (9
th

ed.), Thomson South Western Publishers.
2 U.K. Srivatsava, G.V. Shenoy and S.C. Sharma: Quantitative Methods for Managerial
Decisions, (2001), New Age International (P) Ltd., New Delhi


15
Reference Texts:

1. Richard I. Levin, D.S. Rubin: Statistics for Management. (8
th
ed.), Prentice Hall
India Publications
2. Cryer Jonathan, Miller Robert. Statistics for Business: Data Analysis and Modeling.
South Western Educational Publications
3. McClave James T., Sincich Terry, Besons George P. Statistics for Business and
Economics. (10
th
ed.). Prentice Hall Publications.

External Experts:

1. Dr. A. Seshadri
Associate Professor
Al Ameen Institute of Management Studies
Bangalore University
Bangalore.

FINANCIAL ACCOUNTING FOR MANAGERS

16
MBA 134 2 Credits
DESCRIPTION
This paper is offered as a compulsory subject in the first semester. Todays world is of
informationits preparation, communication, analysis, and use. Accounting is at the heart of
this information age. By studying this course, student will learn about concepts, procedures,
and analyses that are useful in everyday activities. This course describe concept of accounting,
accounting principles, users and uses of accounting information, accounting equation recording
of transactions i.e., journal, ledger, subsidiary books, bank reconciliation statement, trail
balance. The course also discusses preparation of Income statement and Balance sheet and
financial statement analysis. Students will learn the rudiments of costing and application of
cost accounting principles in Managerial decision making.
LEARNING OBJECTIVES
To understand the fundamentals of financial accounting;
To create an awareness of the importance and usefulness of the accounting function;
To develop an understanding of financial statements and the principles and concepts
underlying them;
To lay foundation for developing the skills to interpret Financial Statements;
To understand and proper presentation of companys Annual report;
To review the developments in accounting;
To understand the fundamentals of cost accounting;
To lay foundation for developing the skills to interpret Cost Sheets;
To develop an understanding of process costing and the principles and concepts of
contract costing.
UNIT- 1 INTRODUCTION TO ACCOUNTING (2 Hrs)
Introduction to Accounting, Need for Accounting, Aim and influence of accounting in the
information age.
Identification of forms of organization and their characteristics.
Identification and description of three major activities in organizations.
Identification of users and uses of accounting.
Explanation and interpretation of accounting equation

UNIT 2 FINANCIAL ACCOUNTING CONCEPT, CONCEPTIONS, IGAAP
& IFRS (4 Hrs)
Level of Knowledge Working Knowledge
Accounting Standards - IGAAP & IFRS
Meaning of accounting principles Concepts & Conventions
Accounting Process
Accounting equation Asset account, Liability account & Equity account
Analyzing transactions Transaction analysis
Define debits and credits and explanation regarding their role in double-entry accounting.

UNIT 3 STEPS IN PROCESSING TRANSACTION (BOOKS OF ACCOUNTS)
Level of Knowledge Working Knowledge (8 Hrs)

17
Double-entry book-keeping system, Journal, Ledger, Posting, Debits, Credits, Trial Balance,
Adjusting entries, Final Accounts for non-corporates ( Manufacturing Trading, P&L, B/S),
Final Accounts for Corporate (P&L, B/S, P&L Appropriation).

UNIT 4 SUBSIDIARY BOOKS (2 Hrs)
Meaning of subsidiary books
Types of subsidiary books
Preparation of Cash Book Two column & three column Cash book
Bank Reconciliation statement
Meaning & classification of accounting errors

UNIT 5 PREPARATION OF DISCLOSURE ANNUAL REPORT (4 Hrs)
Disclosure of information, Indian Accounting Standards, Legal requirement (CompanyAct,
SEBI, Income-Tax Act etc.) Revenue Recognition, Fixed Assets & Depreciation Accounting,
Intangible Assets and Inventory valuation.

UNIT 6 INTRODUCTIONS TO COST ACCOUNTING
Level of Knowledge Working Knowledge (1 Hr)
Categories, Allocation, Apportionment & Absorption, Apportionment of service cost centers,
Pre-determined overhead rates.

UNIT 7 COST CONCETPS AND CLASSIFICATIONS (1 Hr)
Level of Knowledge -Working Knowledge
Cost, Cost centers, Cost unit, Method of Costing, Techniques of Costing, Classification of
cost- Fixed and Variable.

UNIT 8 OVERHEADS (4 Hrs)
Level of Knowledge - Working Knowledge
Output/Unit Costing, Cost Sheet, Job Costing, Contract Costing.

UNIT- 9 PROCESS COSTING (4 Hrs)
Level of Knowledge - Working Knowledge
Process Accounting, WIP (Equivalent Production), Normal & Abnormal Losses, Internal
process profits, Joints & By-product costing.
[Total 30 Hours]

SKILL DEVELOPMENT
1. Lecture and Discussion
2. Classroom Case discussion and analysis
3. Presentation by students in Group
4. Class exercises and Tests
5. Surprise Test and Quiz
6. Individual / Group Assignments

PRESCRIBED TEXTS

18
1. Bhattacharya A.B., Financial Accounting for Business Managers, Prentice Hall of India,
New Delhi 2010.
2. Arora M.N., Cost and Management Accounting, Tata McGraw-hill Publishing Co. Ltd.
(2010)
REFERENCES
1. Tulsian P.C., Financial Accounting, Pearson Publications, New Delhi 2010.
2. Gupta Ambrish, Financial Accounting for Management, Pearson Publications, New Delhi
3. N.Ramchandran and Kakani, Financial Accounting for Management, Tata McGraw-Hill
Publications
4. Maheshwari S.N, Advance Accounting, Vikash Publishing House, New Delhi
5. Lal Jawahar and Srivastava Seema, Cost Accounting, Tata McGraw Hill Publications
6. Anthony Roberts, Accounting Text and Cases, Tata McGraw-Hill Publications.
7. Dr. Chandra Prasanna, Managers Guide to Finance and Accounting, Tata McGraw-Hill
Publications.
EXTERNAL EXPERTS
1. Prof. Shetty FCA 2. CA Deepika R Kumar FCA
Department of Management IIM Bangalore
Dayanad Sagar Institute
Bangalore

3. Prof Chaudhary Prasad 4. Dr Ramesh
T A Pai Management Institute Department of commerce
Manipal Karnataka Mount Carmel College
Bangalore

MANAGERIAL ECONOMICS I

19
MBA 135 2 Credits

DESCRIPTION
This course is offered in the first trimester with a basic understanding of microeconomic
principles and quantitative tools to aid managers in making sound decisions. The course begins
with an introduction to basic economic principles and the fundamental role of transactions and
markets. Topics include forecasting consumer demand, production and cost analysis, optimal
pricing and production decisions. Modern game theory and economics are further used to
examine mostly internal managerial issues, such as incentive conflicts, information problems,
and allocation of decision rights.

LEARNING OBJECTIVES

To develop students with a basic understanding of microeconomic theory that can be
used to understand behavior (in markets and organizations) and to make effective
managerial decisions.
To enable the students acquire an understanding of the concept and meaning of
Economic theories of demand, cost, competition, monopoly, and oligopoly are
introduced and applied in order to examine decisions about production and pricing.
To enable the students to assess and understand the modern game theory and economics
that are used to examine mostly internal managerial issues, such as incentive conflicts,
information problems, and allocation of decision rights.
To develop knowledge of basic economic principles and the fundamental role of
transactions and markets.

UNIT I: INTRODUCTION ( 3 Hrs)
Scope, role, economic principles, optimization techniques & analysis, Theory of firm

UNIT II: DEMAND ANALYSIS I
Level of Knowledge Conceptual and Case study (5 Hrs)
Demand and supply analysis, Consumer behaviour and Choice Consumer sovereignty, Utility
analysis.

UNIT III: DEMAND ANALYSIS II (4 Hrs)
Level of Knowledge Conceptual and Estimation

Demand market curves, Demand forecasting techniques.
Elasticity of demand Measurement of elasticity, factors affecting elasticity of demand.

UNIT IV PRODUCTION AND COSTS (5 Hrs)
Level of Knowledge Conceptual and Application

Production, Improvement in productions, Technological innovation in production
Cost: Concepts, Traditional theory of cost, modern theory of cost, Revenue Analysis TR, AR
and MR, Economies of scale

UNIT V PROFIT MAXIMIZATION AND COMPETITIVE MARKETS (6 Hrs)
Level of Knowledge Conceptual and Basic Estimation

20

Market structure: Perfect competition, Monopoly, Monopolistic Competition
Case study

UNIT VI OLIGOPOLY AND PRICING POLICIES (4 Hrs)
Level of Knowledge Conceptual and Basic Estimation

Non Collusive and Collusive oligopoly, Pricing practices and strategies-Case study

UNIT VII GAME THEORY (3 Hrs)
Level of Knowledge Conceptual and Problems
Choice of uncertainty, profit planning, Break even analysis
[Total 30 hours]
Skill Development
1. Group presentations on various economic principles and theories with detailed
description.
2. Practical problems in forecasting demand for the products.
3. Case studies
4. Presentations on market structure and competition.
5. Application exercises on cost and production analysis.

Core Texts:
1 Dominique Salvatore, Managerial Economics in a Globalised Economy, New York,
Mc Graw Hill, 2008.
2 Trivedi M.L, Managerial Economics-Theory and Applications, New Delhi, Mc Graw
Hill, 2009.

Reference Texts:
1 Truett and Truett, Managerial Economics Analysis, problems and cases ,New
Delhi, Wiley edition,2007, 8
th
Edition.
2 Geetika, Ghosh Piyali and Choudhary Purba Roy, Managerial Economics, New
Delhi, Mc Graw Hill ,2009
3 Mankiw N.Gregory, Principles of Micro economics, New Delhi Thomson,2007, 4
th

Edition
External Experts
1. Dr. Viswanath N.S. 3. Mr. Giri Narayanan
Director Director HR
Bhavan Marshall Institute of Management Lineage Power,
Race Course Road Bangalore
Bangalore.
2. Dr. Subhash Sharma,
Director
Indian Business Academy
Bangalore.

PRINCIPLES OF MANAGEMENT
MBA136 2 Credits

21

DESCRIPTION
This paper is offered as a core paper in the First trimester. It aims to prepare students for an
exciting, challenging and rewarding managerial career.

LEARNING OBJECTIVES

To give a general introduction to management studies and a brief outline on history and
development of management thought.
To provide an understanding about the various functions of management(POSLC)

UNIT I INTRODUCTION (5 Hrs)
Nature and purpose of Management.
Meaning; Scope; Managerial levels and skills; Managerial Roles; Management: Science, Art or
Profession; Universality of Management.
Evolution of Management Thought.
Ancient roots of management theory; Classical schools of management thought; Behavioral
School, Quantitative School; Systems Approach, Contingency Approach; Contemporary
Management thinkers & their contribution. Ancient Indian Management systems & practices.
Comparative study of global management systems & practices.

UNIT II PLANNING (5 Hrs)
Level of Knowledge Conceptual & Basic/Working
Types of plans; Steps in Planning Process; Strategies, Policies and Planning premises(Planning
approaches); Decision making, Forecasting & MBO.

UNIT III ORGANIZING (4 Hrs)
Level of Knowledge Conceptual & Basic
Organizational structure and design; types of organizational structures; authority, delegation,
decentralization and reengineering

UNIT IV STAFFING (4 Hrs)
Human resource planning, Recruitment, selection, training & development, performance
appraisal, managing change , compensation and employee welfare.

UNIT V LEADING (4 Hrs)
Leadership concept, leadership theories, motivation & communication.

UNIT VI CONTROLLING (4 Hrs)
Level of Knowledge- Conceptual and Basic
Nature of organizational control; control process; Methods and techniques of control;
Designing control systems.

UNIT VII SOCIAL RESPONSIBILITY, ETHICSAND STRESS MANAGEMENT
(4 Hrs)

22
Concept of social responsibility; corporate governance, Managing ethical behaviour, Tools of
Ethics and Management of Stress.
[Total 30 hours]
Skill Development
1. Group presentations on action plan preparation to organize events e.g. Blood Donation
Camp, A Housing Loan Mela, A Musical Night by Jagjit Singh, A management Fest,A
Job Fair, An Auto Expo,National Games,Filmfare Awards
2. Case studies
3. Role Play
4. Leadership Style Exercise

Prescribed Texts

1. Weihrich Heinz, Management 12
th
Edn, TMH Publications
2. Daft Richard L, The New Era of Management, Cengage Publications

References

1. Prasad L.M., Principles and Practices of Management, New Delhi: Sultan Chand &
Sons.
2. Sherlekar S.A., Management, Mumbai: Himalaya Publications.
3. Stoner James A.F. & Freeman Edward R., Management, New Delhi: Prentice-Hall of
India Private Limited.
4. Massie Joseph L, Essentials of Management, New York: Prentice-Hall India

External Experts:

1. Dr. Viswanath N.S.
Director
Bhavan Marshall Institute of Management
Race Course Road
Bangalore.

Director
Bangalore.

3. Mr. Giri Narayanan
Director HR
Lineage Power,
Bangalore

MANAGEMENT COMMUNICATION AND CASE STUDIES
MBA 137 2 Credits


23
DESCRIPTION
This paper is offered in the first trimester and it emphasizes the importance of communication
in the world of business. Today communication plays a vital role for effective and efficient
functioning of organization. Future leaders and managers to be successful have to master the
art of both verbal & non-verbal communication. The course equips the students to acquire core
competencies & skill sets to be better communicators.

LEARNING OBJECTIVES

To make the students understand the nuances of the communication process in todays
dynamic corporate world
To sharpen the analytical, written and spoken communication skills of the students
To teach them basic skills of making presentations and case analyses that are useful to them
not just in their academic pursuits, but throughout their careers

UNIT I INTRODUCTION TO MANAGERIAL COMMUNICATION (6 Hrs)
Importance of communication, Process of communication, Barriers to communication -
Overcoming barriers to communication, Essentials of Good Communication

UNIT II COMMUNICATING AT WORK (6 Hrs)
Communication Networks, Formal Communication Networks - Downward communication,
Upward communication, Horizontal communication, Informal communication Networks -
Based on Friendships, Shared Personal or Career interest and proximity between workers.

Communication, Culture and Work
Cultural Diversity and Communication - The Nature of Culture, Cultural Differences in
international Business, Social Customs, Styles of Dress, Time, Gender Roles.

Verbal and Nonverbal Messages - Verbal Messages - Clarity and Ambiguity, Inflammatory
language, Male & Female language use. Nonverbal Communication - Types of Non-
verbal communication, Characteristics of Nonverbal communication

Communicating with Technology
Electronic communication Technologies- Telephone, Facsimile and computers - Issues relating
to communicating with Electronic Technologies- Such as Information overload, Anonymity,
Lack of Interpersonal contact and organizational values.

UNIT III WRITTEN COMMUNICATION (6 Hrs)
Level of Knowledge Conceptual & Application
Principles of Letter Writing - Structure and layout of letters, Sales letters - Claim and
Adjustment Letters, Credit and Collection Letters - Circular Letters, Memorandum, Notices,
Agenda and Minutes, Drafting Memos, Method of writing- Notices, Agenda and Minutes of
the Meetings, Report Writing - Types of Reports - Importance of Reports - Structure of
Reports

UNIT IV CASE STUDIES (6 Hrs)


24
UNIT V MAKING EFFECTIVE PRESENTATIONS (6 Hrs)
Level of Knowledge Application
(Practical sessions by students) - Oral Presentation - Body language, Voice Modulation,
Audience awareness, Eye contact, Stance, Presentation Plan - Visual Aids
[Total 30 hours]
Skill Development:
1. Group presentations on various topics related to communication
2. Case studies
Core Text:
1. Raymond V.Lesikar, Marie E.Flatley, Basic Business Communication, Tata McGraw
Hill Publishing Company Ltd,New Delhi,2005

Reference Texts:
1. Adl er Ronald B. , El mhorst Jeanne Marquardt, Communi cat ing at work,
The McGraw-Hill Publicati ons
2. Ewald Hel en Rot hschild and Burnett Rebecca E. , Business
Communi cation, NJ: Prenti ce- Hall Int ernational Publicati ons,
3. Rai Urmila & Rai S. M, Business Communication, Himalaya Publishing House,
4. Chaturvedi P.D, Chaturvedi Mukesh, Business Communication Delhi: Pearson
Education.
5. Bovee L., Thill John V. & Chaturvedi Mukesh, Business Communication today
coutland, (2008 9
th
Edition)
6. Ramachandran K. K., Lakshmi K.K, Karthik K.K & Krishnakumar M, Business
Communication, Macmillan India Ltd Publications,(2008)
7. Raman Meenakshi & Singh Prakash, Business Communication, Oxford University
Press Publications,(2008)
External Experts:
Director
Race Course Road
Bangalore.

Director
Bangalore.

Director HR
Lineage Power,
Bangalore


25

C
C
U
U
R
R
R
R
I
I
C
C
U
U
L
L
U
U
M
M

YEAR - I

T Tr ri im me es st te er r I II I


26

ORGANIZATIONAL BEHAVIOR II (MACRO PERSPECTIVE)
MBA 231 2 Credits

DESCRIPTION
Organizations are all around us - we study in them, work for them, depend on them for goods
and services, and we are often regulated or highly influenced by them. Understanding
organizations is essential to become more effective analysts, managers and leaders.
Organization scientists generally think of organizations as being comprised of three levels of
analysis: the individual, the group or department, and the organization itself.
This course focuses on the organization as a whole. Students will gain an understanding of the
ways in which managers seek to promote organizational effectiveness through internal
structures and processes. Specific issues this course covers include: the influence of the
organization's strategies, size, and production technology on the organization's design, the
relationship of the organization with the external environment and strategies for managing
organizational processes such as structure and design, power and politics, conflict, culture,
change and development.

LEARNING OBJECTIVES
1. To increase students understanding about the foundation of organizations.
2. To make aware to students how organizational processes influence people working in
organizations.
3. To enhance the ability of students to initiate and deal with major organizational
changes.
4. To apply and design organizational processes for leveraging employee motivation and
commitment.
5. To increase understanding of students of the relationship between the macro
dimensions of organizations and its behavioral implications on employees.

UNIT 1 INTRODUCTION TO ORGANISATION & DIMENSIONS OF
ORGANIZATION STRUCTURE (7 Hrs)
Level of Knowledge Basic Knowledge
Introduction to organization: Evolution of Organization theory, Organizational effectiveness,
dimensions of Organization structure.
Dimensions of Organization structure: Strategy, Organization Size, Technology, Environment,
Power-control.

UNIT II CHOOSING THE RIGHT STRUCTURAL FORM & CONTEMPORARY
ISSUES IN ORGANIZATION THEORY (6 Hrs)
Level of Knowledge conceptual & application Knowledge
Choosing the right structural form: The simple structure, The machine Bureaucracy, The
professional bureaucracy, the divisional structure, the adhocracy, the matrix. Contemporary
issues in organization theory: Managing the environment, internal & external strategies-
Applications.

UNIT III POWER & POLITICS (4Hrs)
Level of Knowledge conceptual & skill development Knowledge
Meaning, nature & bases of power, power relationships, organizational politics, outcomes of
power.

27

UNIT IV MANAGING ORGANIZATIONAL CULTURE (4 Hrs)
Meaning, dimensions & types of culture, creating, sustaining & transmitting culture, keeping
cultures alive & how employees learn culture.

UNIT V MANAGING ORGANIZATIONAL CONFLICT & STRESS (4Hrs)
Level of Knowledge skill development & Working Knowledge
Managing Organizational Conflict: Meaning & views to conflict, sources of conflict,
Resolution techniques, and stimulation techniques.
Stress: Meaning, factors responsible for stress, coping strategies.

UNIT VI MANAGING ORGANIZATIONAL CHANGE (3 Hrs)
Level of Knowledge skill development & application Knowledge
Meaning & types of change, managing organizational change, resistance to change,
overcoming resistance to change.

UNIT VII ORGANIZATIONAL DEVELOPMENT (2 Hrs)
Meaning & values of Organizational development, Organizational development approaches
and techniques.
[Total 30 hours]
SKILL DEVELOPMENT
1. Project work, exercises, class activities, & training instruments.
2. Case studies, group discussions, exercises, games, role-plays & psychological
Instruments will be adopted.
3. Small group interaction, group tasks and presentations will be made Compulsory. Term
paper

PRESCRIBED TEXTS
1. Jones, G.R, Organizational Theory, Design, and Change: Text & Cases, Pearson
Education Publications, (2009)
2. Robbins S.P, Organizational theory, structure, designs & applications, Prentice-Hall
Publications, 2009
3. Aquinas P.G, Organization Structure and Design-applications & challenges, New
Delhi: Excel Publications, 2009
1st
Edition

REFERENCE BOOKS
1. Daft, R. L, Organization Theory and Design, South-Western: Thomson Publications,
2009
2. Hall R.H., Organizational Structures, Processes & outcomes, Asia: Pearson Education
Publications, 2009
3. B.S. Moshal, Organisational theory & Behaviour, text & cases, Anne student edition, 2
nd
,
Anne Books Pvt Ltd, 2009.


28

EXTERNAL EXPERTS

3. Dr. Vivekanand 4. Dr. Subhash Sharma
Bangalore Bangalore


29
RESEARCH METHODOLOGY
MBA 232 2 Credits

DESCRIPTION

This paper is offered as a core paper in the second trimester. The paper aims to develop a
research orientation among students and thereby making their managerial decision making
effective. Broadly, the scope of the paper includes what, why and how of Business Research
with greater emphasis on analytical tools and their applications. The paper trains students in
analyzing , interpreting and presenting the data needed for decision making in Business.

LEARNING OBJECTIVES

To make students appreciate the role of research in business decisions.
To equip students with tools and techniques of business research.
To train students in scientifically collecting, processing and interpreting of data for
managerial decisions.

UNIT - I INTRODUCING BUSINESS RESEARCH (4Hrs)

Business Research: Concepts, Research skills, Types of research, Manager-Researcher
relationship, Limitations of research. Ethics in Research: Ethical treatment of respondents and
subjects. Research Process and Design: Research process, designing study, sampling design,
resource allocation and budgets, scheduling of projects. Research Proposal: Purpose, proposal
development, types, structuring the proposal, evaluation.

UNIT -II DATA MEASUREMENT, SOURCES AND COLLECTION (5 Hrs)

Measurement: Nature, data types, sources of measurement differences, characteristics of sound
measurement, validity and reliability. Scaling Design: Definition, classification, response
methods, rating and ranking scales, Scale Construction, arbitrary scale, consensus scale, item
analysis, cumulative scales. Sources of Data: Primary versus Secondary data, library research,
literature review, use of internet. Data Collection Design: Interviewing personal & telephone,
self administered surveys, mail surveys outsourcing.

UNIT - III INSTRUMENT DESIGN & EXPERIMENTATION (6 Hrs)

Instrument Design: Developing Instrument, Questionnaire Construction- structure content,
wording- sequence, response strategy, Instrument refining Experimentation: Nature,
evaluation, conducting an experiment Randomized designs, Completely Randomized Design
(CRD), Randomized Block Design (RBD), Latin Square Design (LSD), Factorial Design.
UNIT - IV DATA PREPARATION (3 Hrs)
Data Preparation: Editing, Coding, Data entry, Tabulation, Cross-tabulation.


30
UNIT - V MULTIVARIATE ANALYSIS (10 Hrs)
Multiple Regression, Factor Analysis, Discriminant Analysis and Cluster Analysis
application and interpretation.
UNIT - VI REPORT PRESENTATION (2 Hrs)
Report Presentation: Short and long report Research report components Report Writing
Presentation oral and written.
[Total 30 hours]
Skill Development:
1. Students to conduct a simple research study as a group exercise.
Core Text:
1. Malhotra Naresh, Marketing Research, Pearson Publications

Reference Texts:
1. Cooper Donald R. and Schindler Pamela S., Business Research Methods, Tata McGraw
Hill Publications.
2. Shenoy GV, Srivastave UK & Sharma SC, Quantitative Techniques for Managerial
Decision making, New Age Publishers.
3. Nargundkar Rajendra, Marketing Research, Tata McGraw-Hill Publications.
4. Aaker David A., Kumar V. & Day George S., Marketing Research, Wiley Publications,
8
th
Edition.
5. Hair Joseph F., Anderson Rolph E., Black William C. & Tatham Donald L.,
Multivariate Analysis.
6. Malhotra Naresh K., Marketing Research-An Applied Orientation, Prentice hall of
India Publications, 5
th
Edition.
7. Saunders, Lewis Philip, Thornhill Adrian, Research Methods for Business Students,
Pearson Education Publications, 3
rd
Edition.
8. Taylor Bill, Sinha Gautam, Ghoshal Taposh, Research Methodology: A guide for
Researchers in Management and Social Sciences, Prentice-Hall of India Pvt Ltd.,
Publications, 2006.

External Experts:

Bangalore.

Director
Bangalore.


31
MANAGEMENT ACCOUNTING
MBA 233 2 Credits
COURSE OBJECTIVE
This course provides an introduction to the fundamental concepts of managerial accounting.
The focus of the course will be on the accounting function internal to organizations.
Managerial accounting is concerned with the analysis of and accounting for costs, managerial
planning, decision making and control. The nature and behavior of costs and the usefulness and
limitations of accounting data for these purposes are studied. Managerial accounting, while
providing some data for financial statements prepared for external users, has as its primary
purpose the development and presentation of information useful to internal management for
decision making, planning and control.
LEARNING OBJECTIVES
This course covers basic materials on terminology and ideas on cost behavior, cost-volume
profit relationships, activity-based costing, , income effect of direct costing versus absorption
costing, and simple non-routine decision making.
In this course, we want to help you develop a basic understanding of the
1) Cash flow and fund flow statement, ratio analysis.
2) Managerial accounting concepts and reports that help managers make planning decisions,
3) Decision facilitating and decision enhancing roles of accounting information,
More importantly, we want to help you develop problem-solving skills, whereby
4) You will be able to apply your understanding of managerial accounting concepts to
solve business problems in the real world.
This course will help all students (whether or not you are aiming for an accounting career)

UNIT- 1 ANALYSIS IN MANAGEMENT ACCOUNTING (2 Hrs)
Analysis of Financial Statement
Trend Analysis
Comparative and common size statement
Ration Analysis

UNIT 2 FINANCIAL STATEMENT ANALYSIS AND INTERPRETATION
Financial statement analysis and Interpretation
Types of ratios and its importance
Fund flow analysis
Cash flow analysis

UNIT 3 BUDGETS AND BUDETORY CONTROL
Concepts of Budget and its advantages
Functional, Master and Cash Budget
Flexible and Zero based Budgeting
Responsibility Accounting
Performance Budgeting


32
UNIT 4 CVP and BREAK EVEN ANALSIS (10 Hrs)
Marginal and Differential costing
Special cost for management decision making
Various management decisions such as...
Make or Buy, Shut down or continue, pricing decision.

UNIT 5 SPECIAL TOPICS (4 Hrs)
Cost Reduction and Cost control
Management Reporting and Strategic Cost management
Activity Based Costing, Target Costing
Life Cycle Costing
[Total 30 hours]
Skill Development
1. Group presentation on various management accounting topics with detailed description of
decision making, purpose, features, scope and analysis on the parameters of return, cost and
tax benefit.
2. Practical problems on Cash budget, Flexible budget, Cash flow and Fund flow.
3. Case studies
4. Presentations on Management Accounting news update
5. Presentation on various management Accounting topic

Prescribed Text
Arora M.N, Vikash Publications, 2010
Khan and Jain, Management Accounting, Tata McGraw Hills Publications, 2010
Reference Books
1. Khan M. Y. and Jain P. K., Management Accounting Text, Problems and Cases, Tata
McGraw-Hill Company Ltd Publications, 4th Edition
2. Dr. Maheshwari S., Elements of Management Accounting, Sultan Chand & Sons
Publications
3. Reddy P., & Appannaiah H .R., Essentials of Management Accounting, Himalaya
Publishing House
4. Chandra Prasanna, Managers Guide to Finance and Accounting, Tata McGraw-Hill
Company Ltd Publications
5. Dr. Maheshwari S., Principles of Management Accounting, Sultan Chand and Sons
Publications, (2010)
6. Raman B. S., Methods and Techniques of Cost Accounting, United Publisher
7. Lal Jawaharlal and Srivastava Seema, Cost Accounting, Tata McGraw Hill Publications,
(2010)
8. Jain and, Narang, Cost Accounting
9. Horngren Charles T., Datar Srikant M., foster George, Rajan Madhav V. & Ittner
Christopher, Cost Accounting a Managerial Emphasis, Pearson Publications, 15th
Edition 2010
10. Jawaharlal, Management Accounting, Himalaya Publishing House,(2007)
11. Lyrich, Accounting for Management, New Delhi: Tata McGraw Hill Publications, (2010).


33
External Experts
Department of Management IIM BANGALORE
Bangalore

3. Prof Chaudhary Prasad 4. Suresh Sharma CPA
TAPMI Controller - MIDC
Manipal, Karnataka Bangalore


34
CORPORATE DATABASE MANAGEMENT
MBA 234 1 Credi t

Objectives
To differentiate knowledge, information and data, vital for organization asset management.
To identify the areas of application of information and providing this facilitation through
repository of organizational information.
To provide control and security of information and provide communication for organizational
productivity.

Pedagogy:
The course is facilitated by,
Class lectures concerned to relevant module topics
Case studies on E-R, E-ER and Object Oriented data modeling.
Student presentation and classroom discussions on design on at least six datamodeling
cases, based above techniques.
Students will develop a skill to design a database solution for various functionalities like
Marketing, Finance and HR in organizations and comment on the advantages it can provide for
organizational productivity.

UNIT I (4 Hrs)
Database Concepts & Database Applications
Data Vs Information, Definition, Traditional processing systems, Database approach,
Advantages of database approach, Components of database environment, Risks of database
approach, Evolution of DBS.
Personal Computer database, Workgroup databases, Department databases, Enterprise data,
Inter-organizational database, Database for virtual organization, Cloud databases.
Reference Books
1. Hoffer Jeffrey A., Prescott Mary B. and McFadden Fred R., Modern Database
Management System
2. Korth & Sudarsan Database concepts, Tata McGraw Hill Publications
3. Henry Albert Silberschatz/ Introduction to Database Systems

UNIT II (3 Hrs)
Database Management
Information analysis and architecture, Information engineering, Logical design vs physical
design, E-R Modeling, E-ER Modeling, Data flow analysis, Implementation and maintenance
and DBA.
Reference Books
Management System

UNIT III
SQL Queries (3 Hrs)
Create, Insert, Select commands in Microsoft Access.


35

UNIT IV
Data Warehousing and Data Mining (3 Hrs)
Concepts in data warehousing, Architecture, Data transformation, OLAP, Data mining, Tools,
Techniques, Application, Data visualization, Data Centers, Server farms.
Reference Books
Management System

UNIT V
Control and Security of Information (2 Hrs)
Security threats, System vulnerability and hazards, Computer crimes, Data security and access
control, Communication and application control, Disaster recovery planning, Risk
management, Information privacy.
Reference Books
Management System

[Total 15 hours]


36

MANAGEMENT INFORMATION SYSTEMS
MBA 234 1 Credi t

Objectives
The course offers a fundamental framework for information systems application in
organization.
It identifies the various information systems solution for vertical and horizontal workflow of
business operations.
It provides an opportunity for managers to plan, analyze and design information system
solutions for various functionalities of the organization

Pedagogy:
Class lectures concerned to relevant module topics
Case studies on Functional and Cross Functional Information Systems.
Student presentation and classroom discussions on design an MIS solution for
various managerial functions like
Production/Manufacturing, Marketing, Financial Accounting, Human Resources.

UNIT I
Introduction to Information Systems (5 Hrs)
Concept of Systems, Information Systems, CBIS, Management framework for information
Systems, Evolution of Information Systems, Information Technology Infrastructure,
Information Systems & Business.
Classification of Information Systems
Office Automation systems, Transaction & Analytical processing systems, Managerial
Information Systems, group support systems, Decision support systems, Expert systems.
Reference Books
1. Laudon Kenneth C. and Laudon Jane P., Management Information Systems, Prentice-
Hall India.
2. Brein James O Management Information Systems, Tata McGraw Hill Publications
3. Goyal D. P ., Management Information Systems (Managerial Perspective), Macmillan
Publications

UNIT II
Functional & Cross Functional Applications (5 Hrs)
Operational Information systems: Human Resources/ Financial Accounting/ Operational/
Marketing. Tactical Information systems: Human Resources/ Financial Accounting/
Operational/ Marketing. Strategic Information systems: Human Resources/ Financial
Accounting/ Operational/ Marketing.
Enterprise-wide Information Systems
ERP systems, Logistics & Supply chain systems, Customer Relationship systems, Knowledge
management systems, Database systems, Data warehousing & Data mining systems, E-
Business, Strategic management Systems, Extended ERP systems
Reference Books
Hall India.

37
3. Goyal D. P ., Management Information Systems (Managerial Perspective), Macmillan
Publications
4. Anderson Post, Management Information Systems, Tata McGraw Hill Publications

UNIT III
Information Systems Analysis & Design (3 Hrs)
Planning of Information Systems, Systems development Life Cycle, Information requirement
analysis, Justifying Information systems, Systems Analysis, Systems design, Information
systems implementation & maintenance.
Reference Books
Hall India.

UNIT IV
Management of Information Systems (2 Hrs)
Organizing data processing, Effective organization of Information processing, Roles &
responsibilities of Information Systems professionals, User-developed applications,
Management of End-user computing.

Essential Text:
Launden, Management Information System, Pearson Publications
Brain James O, Management Information System, TMH Publications
Reference Books
Hall India.
4. Lucas, Information Systems for Management, Tata McGraw Hill Publications
5. Turban, Mclean, Information Technology for Management, Wiley Publications
6. Schultheis, Management Information Systems, Tata McGraw Hill Publications

[Total 15 hours]


38

MANAGERIAL ECONOMICS II
MBA 235 2 Credits
DESCRIPTION:
The course is offered in second trimester to help students to think independently about the real
world situations, by helping them master the basic technical tools. The course introduces the
important macroeconomic concepts used by economists to tackle a range of issues that are
relevant to businesses, governments and households.

LEARNING OBJECTIVES:

To illustrates how macro economics contributes to business management
To explain how the theories and tools of economic analysis can be applied to business
decision making
To analyze the necessary and supplementary conditions for profit maximization.

UNIT I NATIONAL INCOME (5 Hrs)

Level of Knowledge: Concepts and Application
Macro economic aspects of Managerial economics
Measuring National Income, cost of living, Balance of payments
Case study

UNIT II MACRO ECONOMIC THEORY I (5 Hrs)

Level of Knowledge: Conceptual and Case studies
Aggregate Demand and Aggregate supply. Business cycles: facts, causes.
Consumption: Keynes on consumption. The Multiplier, Net exports and government
Case study

UNIT III MACRO ECONOMIC THEORY II (6 Hrs)

Level of Knowledge: Conceptual and Analytical
Macro Economic Instability, Money, Unemployment and Inflation, Tradeoff between inflation
and unemployment.
Open economy macro economics: Concepts, flow of goods, exchange rates, equilibrium in
open economy

UNIT IV INVESTMENT DECISIONS (5 Hrs)

Level of Knowledge: Conceptual and Application
Demand for money and supply of money - Investment: profit maximization and optimal capital
stock adjustment costs and investment decisions financial structure and investment
investment in developing countries ISLM frame work Case study


39
UNIT V MACRO ECONOMIC POLICY (4 Hrs)

Monetary policy objectives and targets: goals of monetary policy and intermediate targets
choosing intermediate targets in the case of demand shocks - choosing intermediate targets in
the case of supply shocks targeting the nominal GDP.
Fiscal Policy - Influence on aggregate demand.
Case study

UNIT VI ECONOMIC GROWTH (5 Hrs)

Level of Knowledge: Conceptual and Basic Understanding

The Economics of developing countries
Indian Economy- Changing scenario- Trade and Trade policies - Trade balance and exchange
rates: the real exchange rates other approaches to the trade balance purchasing power parity
choice of exchange rate regimes - Public sector in India Implications for business.
[Total 30 hours]
Skill Development:
Application exercises on Macroeconomic policies
Case studies
Group presentations on Economic Growth
Core Texts :

1. Mankiw N.Gregory, Principles of Macro economics, Haryana, Thomson , 2007, 4
th
Edition
2. Dwivedi D.N. , Macro Economics Theory and Policy, New Delhi, TATA McGraw Hill.,
2007

Reference Texts:

1. DSouza Errol, Macro economics, New Delhi, Pearson Education, 2008
2. Dornbusch Rudiger, Fischer Stanley and Startz Richard, Macro economics, New Delhi,
TATA Mc Graw Hill , 2005
3. Vaish M.C., Macro economic Theory, New Delhi, Vikas Publication., 2007, 13
th
Edition

External Experts:

Bangalore.

Director
Bangalore


40
MARKETING I
MBA 236 2 Credits

DESCRIPTION

This paper is offered as a marketing elective in the first semester. It develops a basic
knowledge of various marketing concepts and their application in business organizations. It
prepares students for careers in marketing.

LEARNING OBJECTIVES

This course aims to develop basic conceptual knowledge of marketing in decision making.
To make students aware that decision making for marketing managers requires
understanding the buyers, the internal and external forces operating in the enterprise and in
the environment that are relevant for marketing decisions.
To familiarize concepts of developing product management product life cycles, pricing
and channel decisions.
UNIT-1 INTRODUCTION,SCOPE AND CONCEPTS (4 Hrs)
Marketing Management: Definition, Scope, Core Marketing Concepts, Company Oriented
towards the market place

UNIT-2 MARKETING ENVIRONMENT (4 Hrs)
Marketing Process, Marketing Environment(Macro):Demographic, Economic, Natural,
Technological, Political-Legal and Social-Cultural.

UNIT-3 CONSUMER BEHAVIOUR (3 Hrs)
Consumer Buying and Organisational Buying Behavior

UNIT-4 MARKET SEGMENTATION (4 Hrs)
Segmentation, Targeting, Positioning

UNIT-5 PRODUCT (6 Hrs)
Product: Product Mix, Product line decisions, Brand decision,
Packaging and Labeling, New product development process, Product life cycle stage.

UNIT-6 PRICING (4 Hrs)
Price: Setting the price, adopting the price

UNIT-7 CHANNEL MANAGEMENT (4 Hrs)
Channels: Channel Design decision ,Channel Management decisions,
Channel Dynamics, Retailing.


41
UNIT-8 INTEGRATED MARKETING (1 Hr)
Contemporary Marketing-Integrating the course
[Total 30 hours]
Skill Development
The course will use a combination of approaches such as-
1.Lectures,
2.Case studies.
3.Marketing games & simulations.
4. Facilitate active learning through class presentations and exercises.

Prescribed Text
1. Philip Kotler, Marketing Management New Delhi: Prentice Hall of India Publications
2. Koshy Kotler, Marketing Management ,New Delhi: Prentice Hall of India

Reference Book
1. Ramaswamy V.S. and NamakumariS., Marketing Management-Planning,
Macmillan India Ltd Publication(2006)
2. S.Neelamegham,Marketing in India-Cases and Readings ,New Delhi : Vikas
Publications,(2007)


42
FUNDAMENTALS OF SERVICE MANAGEMENT
MBA 237 2 Credits

DESCRIPTION

This paper is offered as a marketing elective in the second trimester and it emphasizes the
importance of the service industry which is going through a period of revolutionary change.
Service sector as become the most important space for business houses. The customer
revolution, the business environment, global players have brought in tremendous changes to
service industry. The course equips the students to acquire core competencies & skill sets to
make a successful career.

LEARNING OBJECTIVES
To develop in students set of competencies and prepare them for careers in the areas of
service industry.
services management, the relationship process etc
To enhance students skills and knowledge in dealing effectively with a portfolio of
services customers in a business setting.

UNIT I Understanding Services (7 Hrs)
Distinctive aspects of services marketing - Developing Frameworks for Analyzing Services,
The customer experience.

UNIT II Strategic issues in Services Marketing (8 Hrs)
Positioning a service in the market place, Targeting customers and Building customer
relationships. Managing Demand.

UNIT III Tools for Service Marketers (8 Hrs)
Tools for Service Marketers
Creating and delivering Services, Adding value to core products with supplementary services.
Developing pricing strategies. Promoting services.

UNIT IV Challenges for Senior Management (7 Hrs)
Enhancing value by improving Quality and Productivity, Customer Service function
Implementing Marketing effort. Globalizing Services Marketing.

[Total 30 hours]
Skill Development
1. Group presentations on various Service management initiatives from diverse business
sector
2. Case studies
3. Presentations on Service management news updates

43

Essential Text:

Lovelock Christopher H., Writz and Chatterjee Jayant, , Service Marketing, Pearson
Education Publications, 6
th
Edition .2007

Reference Books
1. Hoffman K Douglas and Bateson John E.G., Essentials of Services Marketing: Concepts,
Strategies and Cases, Thomson Publications, 2
nd
Edition, (2004)
2. Clow Kenneth E. and Kurtz David L., Services Marketing: Operation, Management and
Strategy, New Delhi: Biztantra Publications, 2
nd
Edition(2009-reprint)


44

BUSINESS LAW
MBA 238 2 Credits

DESCRIPTION:
This paper is offered as a core subject in the Second trimester. It emphasis the importance of
Law of Contract and Sale of Goods Act in business .Students develop the skill and knowledge
of Laws in business which enhances the operation of the firm.

OBJECTIVES:

Business laws in the Market economy in the light of constitutional guidelines and
judicial approach.
To integrate international law relating to Business laws in India and the impact of
W.T.O on Indian business.
UNIT I MERCANTILE OR BUSINESS LAW (2 Hrs)
Level of Knowledge: Introduction
Meaning and Nature of Law

UNIT II LAW OF CONTRACT (6 Hrs)
Level of Knowledge: Conceptual
Law of Contract; Consent and Free Consent; Consideration; Capacity to Contract;
Performance of the Contract.

UNIT III TYPES OF CONTRACT
Contract of Guarantee and Indemnity (2 Hrs)
Contract of Guarantee and Indemnity; Rights and Discharge of sureties; Contract of Indemnity
Contract of Bailment (2 Hrs)
Contract of Bailment: Duties and Rights of Bailee; Contract of Bailment: Duties and Rights of
Bailor and Termination of Bailment
Contract of Agency (2 Hrs)
Contract of Agency-Kinds of Agency and Agents: Duties and Rights of an Agent: Principals
duties to the Agent and Termination of an Agency.

UNIT IV SALE OF GOODS ACT (6 Hrs)
Level of Knowledge: Conceptual and Case studies
Law of Sale of Goods-Essentials of a Contract of Sale and Classification of Goods; Conditions
and Warranties; Unpaid Seller and Remedies for Breach of a Contract.

UNIT V NEGOTIABLE INSTRUMENTS ACT (3 Hrs)
Level of Knowledge: Conceptual and Analysis
Law of Negotiable Instruments: Meaning and Essential Elements of Negotiable Instrument;
Bill of Exchange and Promissory Note; Holder and Holder in due course; Discharging of
Negotiable Instrument and Liability of Parties; Dishonour of Negotiable Instrument.

UNIT VI COMPANY LAW (3 Hrs)
Level of Knowledge: Conceptual and basis
Elements of Company Law: Company and its Incorporation: Company management and
winding up.

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UNIT VII CORPORATE GOVERNANCE CONCEPTS (4 Hrs)
Level of Knowledge: Conceptual and application
Corporate Governance; Desirable Codes for Corporate Governance: Effective Corporate-
Governance: International Experiences, Limited Liability Partnership (LLP)

Skill Development:
1. Group presentations on various topics related to communication
2. Case studies

Core Texts:
1. Pathak Akileswar, Legal aspects of Business, TMH Publications
2. Dr. Srinivasan, Company Law

Reference Books:
1. Bakshi P.M., The Constitution of India.
2. Gopalakrishnan K. C., Legal Economics International Dimensions of Economics and
law, Lucknow: Eastern Book Company Publications
3. Bakshi P.M., The Environment Protection Act 1986, year of publications 1992
4. Nayak K. K., Consumer Protection law in India- AN Eco Legal Treatise on Consumer,
1991
5. Bakshi P.M., Environmental Law procedural - 1993
6. Bakshi P.M., Intellectual property India Trends, 1992.
7. Bakshi P.M., The Air (Prevention and Control of Pollution Act 1981)
8. Bakshi P.M., The Water Prevention and control of Pollution Act 1974.
9. S.S. Ujjanwar, Law of Contract, 2000, Calcutta: Eastern Law House Publications
10. August Ray, International Business Law, New Jersey: Prentice hall Publications,
Second edition
11. Miller and Jeutz, Business law To-day, St. Paul MN, U.S.A: West Publishing
Company, 1988
12. Jabwala N.H., The law of contract, Bombay: C, Jamunadas & Co Publications, 1996
13. Jabwala N.H., The Sales of Goods Act, Bombay: C, Jamunadas & Co Publications

External Experts:

Bangalore.

Director
Bangalore.


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MANAGING HUMAN RESOURCES
MBA 339 2 Credits

Objectives
To enhance the students awareness of Human resource and how it is the core competency of
any organization to achieve a competitive advantage in a turbulent environment.
To aid students in their understanding of the complexities involved in HRM and augment skills
to effectively manage human resource.

Pedagogy
The course will be facilitated adopting methods such as structured discussions, role-plays,
cases, processed feedback, structured experiences, lectures, Management games and
presentations. Individual assignments and group tasks will also be part of this course.

PART A: ACQUISITION OF HUMAN RESOURCES:

UNIT I (4 Hrs)
Human Resource Management
Concept: Meaning, Objectives, Scope, Functions, models of HRM, Corporate strategies &
HRM.
Human Resource Management in changing environment
Human Resource Management in India and present day scenario. Strategic HRM, skills and
competencies of HR professionals.

UNIT II (4 Hrs)
Human Resource Planning, Job Analysis and Design
Definition, Objectives scope and importance, Methods of forecasting, Job analysis
objectives, process and methods, job description, job specification, job evaluation and job
design.

UNIT III (4 Hrs)
Recruitment, Selection, Socialization and Retention
Meaning and objectives, sources and constraints of recruitment, Selection process, Methods of
selection, reliability and validity of test, meaning and importance of socialization, methods of
socialization. And retention of employees.

PART B: DEVELOPMENT OF HUMAN RESOURCES:

UNIT IV (4 Hrs)
Human Resource Development
Meaning, Objectives and scope of Human Resource Development in India. Methods for
training workers & managers, problems & challenges of training and development in India,
Evaluation of training effectiveness. Career development


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PART C : MOTIVATION OF HUMAN RESOURCES :

UNIT V (4 Hrs)
Performance Management & Appraisals
Meaning, Objectives, scope & purpose, Appraisal process, methods for evaluating
performance, problems & challenges in appraisal, feedback & coaching, career planning &
succession planning.

UNIT VI (4 Hrs)
Wage & Salary Administration
Definition and objectives, theory of wages, methods for computing value & worth of jobs,
components of worker compensation, components of executive compensation. Problems &
challenges in promoting equity in compensation & reward systems.
PART D: MAINATANCE OF HUMAN RESOURCES

UNIT VII (6 Hrs)
Industrial Relations- Basic Concepts
Meaning and importance of industrial relations, Trade Unions, Collective Bargaining and
Workers Participation in Management.
[Total 30 hours]
Reference Books
1. P. Jyothi and D.N. Venkatesh, 2006, Human Resource Management, Oxford University
Press.
2. Decenzo D.A, Robbins S.P, 1999, Human Resource Management, John Wiley & Sons
Publications
3. Fisher, C.D, Schoenfeldt, L.F, Shaw J.B, 1997, Human Resource Management,
Houghton Mifflin Company Publications.
4. Mathis R.L, Jackson J.H. 2000, Human Resource Management, South Western:
Thomson Learning Publications.
5. VSP Rao, 2000, Managing People, Amexcel Publishers private Ltd.,
6. Arun Monappa, Personnel Management & Industrial Relations.
7. C.S. Venkataratnam, & B.N Srivastava, Personnel / Human Resource Management
8. M.N Rudrabasavaraj , 2000, Dynamic Personnel Administration, Himalaya Publishing
House
9. P. R.N.Sinha, Indu Bala Sinha, Seema Priyadarshini Shekhar, Industrial Relations,
Trade unions and Labour Legislation
10. Snell & Bohlander, (2009), Human Resource Management, Cenage Learning
Publications
.


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FINANCIAL MANAGEMENT
MBA 333 2 Credits
DESCRIPTION
Financial management is a specific area of finance dealing with the financial decisions,
corporations make and the tools analyses used to make these decisions. Finance is about money
and market, but it is also people. The secret of success in financial management is to increase
value. The course raises the awareness of the role, purpose, and centrality of the finance
function in effective corporate governance within the new global marketplace. This course
focuses on financial management from the perspective of inside the corporation or operating
entity. It builds upon the concepts from the core finance courses, where topics covered
objectives of finance, profit v/s wealth maximization. Time value of money, financial markets
& institutions, measuring risk and return, cost of capital, capital budgeting decision, and
optimal capital structure, long-term and short-term sources of funds, working capital
management decision and derivatives market.

LEARNING OBJECTIVES
To introduce concepts and objectives of corporate finance;
To understand concept of time value of money in financial decisions;
To study different techniques of investment decisions;
To understand concept of cash & derivative market;
To understand relationship between capital structure and the value of the firm;
To explore the sources of long term finance & design financial strategies.

UNIT- I OVERVIEW OF CORPORATE FINANCE (2 Hrs)
Scope of finance, Finance functions
Financial Managers role, financial goal
Profit Maximization vs. Wealth Maximization
Organization of finance function.

UNIT II TIME VALUE OF MONEY (4 Hrs)
Time preference for money;
Future value of a single cash flow & Annuity
Present value of a single cash flow of a single cash flow and Annuity
Simple interest & Compound interest
Capital recovery & loan amortization
Stated vs. Effective rate of interest

UNIT III COST OF CAPITAL (4 Hrs)
Objectives: Concept of opportunity cost of capital
Method of calculating cost of capital- cost of debt, preference & equity capital
CAPM model, Determination of Weighted Average Cost of Capital (WACC)
Weighted Marginal Cost of Capital


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UNIT IV INVESTMENT DECISION (6 Hrs)
Objectives: Nature of Investment Decision, Type of investment decision
Investment Evaluation criteria, Compare & Contrast NPV & IRR
Determining Cash Flows for investment analysis: Cash Flows v/s Profit
Incremental cash flows, components of cash flows
Complex investment decisions: Projects with different live
Investment timing and duration

UNIT V WORKING CAPITAL MANAGEMENT (4 Hrs)
Objectives: Needs for investing in current assets, Concept of working capital management
Approaches in working capital, Factors affecting working capital management
Estimation of working capital investment, Cash Management, Receivable Management
Inventory Management & Working capital finance decision.

UNIT VI CAPITAL STRUCTURE AND DIVIDEND POLICY (6 Hrs)
Introduction, planning the capital structure, capital structure theory (in brief), Factors in
determining capital structure decisions.
Dividend Theories (Walter, Gordon, M&M), Dividend policies in practice, Bonus shares.

UNIT -VII SOURCES OF FINANCE (2 Hrs)
Sources of Long-term Finance: Shares, Debentures and Term loans; Raising long-term
finance- Venture capital financing, IPO, Right Issue, Private placement etc. Assets Based
Financing- Hire purchase vs. Lease financing, Project financing.

UNIT -VIII SPECIAL TOPICS (2 Hrs)
International finance fundamental like derivative, forex market, types of rate & participants
and risk management in forex.
[Total 30 hours]
Skill Development
1. Group presentation on various financial management topics with detailed description of long
term investment decision, purpose, features, scope and analysis on the parameters of risk free
return, cost of capital and tax benefit.
2. Practical problems on capital budgeting, working capital management, cost of capital,
capital structure and dividend policy.
3. Case studies
4. Presentations on Financial news update
5. Presentation on various sources of finance.

Prescribed Text
Chandra Prasanna, Financial Management, Tata McGraw Hills Publications, 2010
Khan and Jain, Financial Management, Tata McGraw Hills Publications, 2010


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Reference Books
1. Brealey and Myers, Principle of Corporate Finance, New York: McGraw Hill Publications
2. Pandey I.M, Financial Management, New Delhi: Vikash Publication House
3. Shah Paresh, Financial Management, New Delhi: Biztantra Publications
4. Banerjee A.S.K, Financial Management, New Delhi: S.Chand & Co.
5. Van Horn J.C., Financial Management and Policy, New Delhi: Prentice Hall of India Public.
6. Madhu Vij, Multinational Financial Management, New Delhi: Excell Books Publications.

External Experts

1. Prof. Shetty FCA 2. Rattan Gupta CFA (USA)
Department of Management Financial Consultant- WIPRO

Bangalore

3. Prof Chaudhary Prasad 3. Dr Rajesh Kumar

T A Pai Management Institute Alliance Business School
Manipal Karnataka Bangalore


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OPERATIONS RESEARCH
MBA 334 2 Credits

DESCRIPTION
This paper is offered as a core subject in the Third trimester. It develops and nurtures an
analytical attitude and prepares students for careers in all possible walks of life. It portrays and
formulates optimization methods for different business situations. The course has two
approaches mathematical and probabilistic.

LEARNING OBJECTIVES
The real challenge faced by managers is making decisions in uncertainty their prime
objective being resource optimization
To provide a conceptual understanding of the role operations research plays in the
decision making process
To create a scientific approach to problem solving, formulation and choice of optimal
solutions under competitive environments

UNIT I INTRODUCTION TO OPERATIONS RESEARCH (4 Hrs)
Level of Knowledge Conceptual and basic
Introduction: Evolution Importance Scope and Impact on Business Models by
function; by structure; by environment limitations of OR techniques Linear Programming:
Introduction to LP Formulation, Graphical Method Multiple optimal solution, Duality
Theory Formulation of large LPP Interpretation

UNIT II TRANSPORTATION AND RELATED PROBLEMS (6 Hrs)
Level of Knowledge Problem detecting and solving
Transportation Problems: Nature and Scope Optimal Solution North West Corner rule
Matrix minima method VOGELs Approximation Method (VAM) Test for optimality
Modified Distribution Method (MODI) - Unbalanced Transportation problems
Assignment Problems: Hungarian Method Unbalanced assignment Maximisation in
assignment - Travelling Salesman problem Flight Assignment

UNIT III GAME THEORY (4 Hrs)
Level of Knowledge Conceptual, problem solving
Introduction Definition Payoff Types of games 2 person zero sum game Theory of
games Maximin, Minimax principle; Saddle point theorem Only application

UNIT IV SEQUENCING AND SIMULATION (4 Hrs)
Level of Knowledge Conceptual, analytical, problem solving
Sequencing: Processing n jobs through 2 and 3 machines
Simulation: Introduction Random Number generation Monte Carlo Technique
Application

UNIT V REPLACEMENT AND QUEUEING THEORY (6 Hrs)
Level of Knowledge Conceptual, analytical, problem solving

Replacement: Replacement of items that deteriorate with time value of money does not
change value of money changes with time. Replacement of equipment that fails completely.

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Queuing Theory: Features of the Waiting Line system Kendalls Notation Queuing
models Single Channel / Infinite capacity

UNIT VI NETWORK MODELS (6 Hrs)
Level of Knowledge Practical and problem solving
Introduction Components Events, Activities, Precedence, Errors, Dummies Network
Construction Fulkersons Rule Time Analysis Program Evaluation Review Technique
(PERT) Critical Path Method (CPM) Float and Slack Times Time Cost Optimisation
Algorithm Crashing
[Total 30 hours]
Skill Development
Practical problems in Finance, Marketing, HRM and Operations.
Case studies
Identifying problem situations in daily life, formulating them and solving them,
Core Texts:
1. Natarajan, Operation Research, Pearson Publications
2. Vohrs, QT Management, TMH Publications
Reference Texts:
1. Kalavathy S., Operations Research, Vikas Publishing House
2. Hillier Frederick S. & Lieberman Gerald J., Introduction to Operations Research:
Concepts and Cases (special Indian edition), Tata McGraw Hill Publications, 2005
3. Gupta Prem Kumar & Hira D. S., Problems in Operations Research, S. Chand &
Company Publications
4. Nair N. G., Resource Management, Vikas Publishing House
5. Anderson David R., Sweeney Dennis J. & Williams Thomas A., An Introduction to
Management Science, Quantitative Approaches to Decision making , Thomson
Learning Publications
6. Srivastava U. K., Shenoy G. V. & Sharma S. C., Quantitative Techniques for
Managerial Decision making, Wiley Eastern Ltd Publications
7. Vohra N D, Quantitative Techniques in Management, Tata McGraw Hill Publications,
3
rd
Edition
8. Hamdy Taha, Operations Research: An Introduction, Prentice Hall of India
Publications
9. Pandey Tulsian, Quantitative Techniques: Theory and Problems, Pearson Education
Publications, 2008
10. Mccord Morse Philip, Methods of Operations Research, Dover Publications

External Experts:

1 Dr. A. Seshadri
Associate Professor
Al Ameen Institute of Management Studies
Bangalore University
Bangalore.


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PRODUCTION AND OPERATIONS MANAGEMENT

MBA 335 2 Credits
Objectives
To familiarize the students with the concepts of production and operations management
systems.
To appraise customer expectations of quality and relationships and to update technology
to meet global competition and
To understand functions of inter relation departments and decisions involved therein.

Pedagogy
The course is facilitated by class lectures, case studies, student presentation and classroom
discussions.

UNIT I Introduction and Operations Strategy (5 Hrs)
Introduction: The Field of Operations Management, Production Systems, OM in the
Organizational Chart, Operations as Service, Historical Development of OM, Current Issues in
Operations Management.
Operations Strategy and Competitiveness: Operations Strategy, Operations Competitive
Dimensions, The Corporate Strategy Design Process, Strategic Fit-Fitting Operational
Activities to Strategy, Productivity Measurement.

UNIT II Management of Quality (4 Hrs)
Management of Quality -Introduction to Quality and TQM Statistical process control-7 Qc
tools Introduction to six sigma ,TPM

UNIT III Project Management (4 Hrs)
Introduction, Structuring Projects, Work Breakdown Structure, Network PERT/CPM
problems.-
UNIT IV Planning strategic use of resources (4 Hrs)
Planning the strategic use of resources -Plant location and Plant Layout, Line balancing -
concept of Takt time ,RPW ,Problems

UNIT V Inventory Management (5 Hrs)
Inventory Management: Definition of Inventory, Purposes of Inventory, Inventory Costs,
Independent versus Dependent Demand, Inventory Systems, ABC, EOQ, , FSN,VED,VMI


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UNIT VI Supply Chain Management (4 Hrs)
Introduction to SCM ,TPS and JIT , Work study -Method study and work measurement

UNIT VII Product Design, Process selection and Capacity Planning (4 Hrs)
Product Design and Process Selection-Manufacturing: The Product Design Process,
Designing for the Customer, Designing Products for Manufacture and Assembly, Process
Selection, Manufacturing Process Flow Design, Global Product Design and Manufacturing,
Measuring Product Development Performance
Product Design and Process Selection-Services: The Nature of Services, An Operational
Classification of Service, Applying Behavioral Science to Service Encounters, Designing
Service Organizations, Structuring the Service Encounter, Service-System Design Matrix,
Service Blueprinting and Fail-Staffing.
Strategic Capacity Management: Capacity Management in Operations, Capacity Planning
Concepts, Capacity Planning, Planning Service Capacity
[Total 30 hours]
Essential Text:
Chase, Production and Operations Management, TMH Publications
Reference Books
1. Chase Richard B, Aquilano Nicholas J, and Roberts Jacobs F,
Operations Management for Competitive Advantage New Delhi: Tata McGraw
Hill Publications, 11th Edition
2. Krajweski Lee J and Ritzman Larry P, Operations Management, Processes and Value
Chains, Delhi: Pearson Education Publications, (2002) 7
th
Edition
3. Gaither, N & Frazier, Production & Operations Management, Thomson Learning
Publications, (2002) 9
th
Edition
4. Stevenson WJ, Production and Operations Management, Irwin McGraw Hill
Publications, 9
th
Edition
5. Heizer Jay, Render Barry, Operations Management, Pearson Education Publications,
8
th
Edition
6. Buffa Elwood S. and Sarin Rakesh K, Modern Production/Operations Management,
John Wiley & Sons Publications, 8th Edition


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MARKETING II
MBA 336 2 Credits

DESCRIPTION

This paper is offered as a core subject in the second trimester. This course objective is to
sharpen the analytical skills and to bring in application perspective of the concepts that have
been earlier learnt. The focus is more towards marketing arithmetic touching upon ROI ,
practical pricing methods etc. Also equal weightage to be given to familiarize on marketing
strategy, planning & competition

LEARNING OBJECTIVES

This course requires the use of a judicious mix lecture sessions, case studies,
assignments, presentations as well as in-class exercises and simulations.

UNIT I: MARKETING STRATEGY PLANNING (4 Hrs)
What are marketing strategic plan, Selecting a market oriented strategy, Creative strategic plan,
Implementing & controlling market plans?

UNIT II: DEALING WITH COMPETITION (4 Hrs)
Identifying competitors, Analysing competitors, Designing competitor intelligence systems,
Designing competitive strategies

UNIT III: ADVERTISING, SALES PROMOTIONS, PUBLIC RELATIONS,
PUBLICITY, PERSONAL SELLING & DIRECT MARKETING (6 Hrs)
Introduction to Advertising, Sales Promotion, Public relations, Publicity, Personal selling.
Objectives, Role, Strategies , Budget decisions, Messages decisions & Media decisions

UNIT IV: MANAGING MARKETING EFFORT (2 Hrs)
Marketing organization, Marketing implementation, Evaluation & control

UNIT V: MARKETING ARITHMETIC (4 Hrs)
Understand components of an operating statement, how to compute stock turn rate,
How to compute mark ups & mark downs, ROI, understand law of diminishing returns,

UNIT VI: COMPUTER AIDED PROBLEMS (5 Hrs)
Revenue cost and profit relationship, competitor analysis, demographic analysis, branding
decision analysis, total distribution cost analysis, sales compensation analysis
Sales promotion analysis, marketing cost analysis, creativity

UNIT VII: CASE STUDIES (5 Hrs)
Competition, Product decisions, Pricing, Channel decision, integrated marketing
communication
[Total 30 hours]


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Skill Development
1. Application perspective of the concepts that have been earlier learnt. In terms of ROI ,
practical pricing methods etc.
2. Familiarize students with the concepts of marketing strategy, planning & competition

Prescribed Texts
Perault, Business Marketing, TMH Publications
Charlotte, Marketing Game, TMH Publications

References

1. Kotler Philip, Marketing Management, New Delhi: Prentice Hall of India Publications
2. Ramaswamy V.S. and Namakumari S., Marketing Management Planning,
Implementation and Control The Indian Context, Mac Millan India Ltd Publications,
(2006)
3. S. Neelamegham, Marketing in India- Cases and Readings, New Delhi: Vikas
4. Czinkota MR and Kolabe, Marketing Management, New Delhi: Thomson
South Western Publications, (2008)
5. Pefer Paul and Donnelly James H., Marketing Management, New Delhi: McGraw Hill
6. Joel Evans R., Barry Berman, Marketing Management, New Delhi: Cengage Learning


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BUSINESS, GOVERNMENT AND INDIAN SOCIETY
MBA 337 2 Credits

DESCRIPTION:
This paper is offered as a core subject in the Third trimester. It emphasizes the importance of
business and the role of government and society in business decision process. Students develop
the skill and knowledge of understanding business responses and management approaches to
deal with social and governmental issues.

OBJECTIVE:
To describe how other elements of society both domestic and international, such as
economic systems, technological changes, political systems, legal systems, religious
systems, and historical traditions, affect and are affected by the decisions business
people make.
To understand appropriate business responses and management approaches to deal with
social issues and stakeholders.
To develop an appreciation of ethical issues and their influence on business decision
making.
To understand the implications of changing work technology on business operations
and how to derive benefit from the same.

UNIT I STUDY OF BUSINESS, GOVERNEMNT AND SOCIETY
Level of Knowledge: Basic (3 Hrs)
Importance of BGS to Managers Models of BGS relationships Market Capitalism Model,
Dominance Model, Countervailing Forces Model and Stakeholder Model Global perspective
Historical Perspective

UNIT II THE DYNAMIC ENVIRONMENT
Level of Knowledge: Conceptual (4 Hrs)
Historical Forces changing the Business Environment Key environments of Business
Power dimensions of Business Theoretical perspective Sociological perspective

UNIT- III MANAGING ENVIRONMENTAL QUALITY
Level of Knowledge: Conceptual and Theoretical (6 Hrs)
Analyzing and Regulating Risks Human risk and Safety risk Environment Management
systems Consumerism as an ideology and perspective Consumerism as a protective
movement

UNIT IV CORPORATE SOCIAL RESPONSIBILITY (CSR)
Level of Knowledge: Conceptual and Applied (5 Hrs)
Evolving ideas of CSR Elements of CSR Principles of CSR Comparison of Global
scenario versus Indian scenario Models of CSR implementation Corporate Philanthropy
Ethics and CSR

UNIT V MANAGING TRANSITION IN INDIA
Level of Knowledge: Conceptual (6 Hrs)
Liberalization, Globalization and Privatization - Multinational Corporations Changing Work
place Impact of Economic Slowdown in Business and Society Politics and Caste system in
India Role of Democracy

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UNIT -VI EMERGING TRENDS IN INDIAN SOCIETY
Level of Knowledge: Conceptual and Applied (6 Hrs)
Inclusion of Women NGO movement Unorganized sector Sustainable Development and
Rural Poor Public Private Partnerships Decentralization of Power Panchayat Raj
Institutions

Core Text:

1. George Steiner. A. and John Steiner F, Business Government and Society, McGraw
Hill International Edition, 12
th
Edition, 2009

Reference Texts:

2. Anne Lawrence T., James Weber, James Post. E., Business and Society, McGraw Hill
International Edition,11th Edition, 2005

3. Anubhavananda and Kumar Arya, Ethics in Management Insights from Ancient
Indian Wisdom, Ane Books India , 2008

4. Archie Carroll.B. and Ann Buchholtz.K., Business & Society, Thomson South Western,
5
th
Edition, 2003

5. Ferrell.O.C., Fraedrich. Paul John., Linda Ferrell., Business Ethics, Biztantra, 6th
ed.2006

External Experts:

Director
Race Course Road
Bangalore.

Director
Bangalore.

Director HR
Lineage Power,
Bangalore


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ENTERPRISE RESOURCE PLANNING
MBA 338 2 Credits

DESCRIPTION
This paper is offered as an elective in the forth semester. It develops an understanding of
various functions in an organization and its integrated approach. It also deals with the need for
an organization to have an integrated software suite.

LEARNING OBJECTIVES
The course offers a fundamental framework for Enterprise Resource Planning (ERP) in an
organization and making the students,
It identifies the various Functional solutions for vertical and horizontal workflow of
It provides an integrated approach to managers for a better decision making
To orients the students towards understanding the business processes which can be
integrated in a seamless chain through various Business Suits.

UNIT I- Concept and Benefits of ERP (4Hrs)

Definition of ERP, ERP potential in Business transformation, Demand of ERP, Evolution,
Modules ERP Modules, Benefits of ERP

UNIT II - Building Business cases for ERP (6 Hrs)

Roles of ERP, Need for ERP, Gap analysis, Competitive Environment analysis,
Strategic needs analysis, Feasibility analysis, ERP Project life Cycle,
Cost elements

UNIT III -Comparative analysis of ERP Software. (4 Hrs)

The ERP market, Introduction to SAP, Modules of SAP, SSA Global, BAAN, IFS, The ERP
product life cycle, The magic quadrant, Functional and technical features comparison.

UNIT IV: ERP enabled Business Process re-engineering (4 Hrs)
Is Re Engineering Necessary? Business process re-engineering, Implementing BPR -BPR
characteristics and steps, ERP and BPR, ERP modeling in BPR, Work flow management,
Business case, Five stage AS-IS/TO- BE Analysis

UNIT V:- ERP implementation Project Management (4 Hrs)
Level of Knowledge working
IT infrastructure Planning and methodology, ERP implementation lifecycle,
ERP with respect to small and medium enterprises (Indian Perspective),
Issues in ERP Project management


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UNIT VI- Managing ERP-ES Enabled Change (4 Hrs)
Introduction, planning for integration, Change management Strategies, transformation of IT
Function

UNIT VII- ERP-ES enabled best Business Practices (4 Hrs)
Best business cases of Metal Industry, Assembly line Industry, Service Sector/Industry ERP
enabled practices and actual benefits accrued.
[Total 30 hours]
Skill Development

The course is facilitated by
1. Class lectures concerned to relevant module topics
2. Case studies on Functional and Cross Functional Information Systems.
3. Student presentation and classroom discussions on use of an ERP solution for
various managerial problems of an organization in, Operations, Marketing,
Financial Accounting, Human Resources.

Prescribed Texts

1. Jaiswal Mahadev and Vanapalli Ganesh, Enterprise Resource Planning,
Mac Millan Publications
2. Leon Alexis, ERP , Tata Mc Graw Hills

References:

1. Singhla Ashim Raj, ERP, Cengage Publications
2. Business process and re-engineering, Dr B.R Dey, Biztantra
3. Concepts in ERP, Monk and Wagner, Thomson publication
4. Enterprise Resource Planning, Mary Summer, Pearson

External Experts
1. Prof. B.Rajendran Thangadurai,
RB & Creations, .
501 Block 18 Glitter,
Sun City Apartments
Outer ring Road,
Bangalore -34
2. Prof. A.R.Muthuswamy
Ex-ED-SAIL,
External Faculty,
Bangalore.


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STRATEGIC MANAGEMENT
MBA 431 2 Credits

DESCRIPTION:

This paper is offered as a main course in the fourth semester. The course gives participants a
general management perspective and facilitates understanding of the concept of strategy,
strategic process and its impact on functional, divisional and corporate levels.


strategy, its development and implementation.
To give the students an insight of how different firms across industries take strategic
decisions.
To help students understand the strategic drive in multinational firms and their
decisions in different markets.
To enable the students to gain a knowledge of risks associated in strategic decision-
making and also turn around loss-making companies

UNIT I INTRODUCTION AND OVERVIEW OF STRATEGIC MANAGEMENT
Level of knowledge conceptual (3 Hrs)

Nature and Scope - Elements in Strategic Management Process - Understanding strategy
development process in organization and the learning organization - Role of managers at
various levels - Vision, mission, values, ethics and social responsibilities - Strategic groups
including the five forces model and its limitations - Benefits of strategic approach to managing
- Crafting a strategy

UNIT II EXTERNAL AND INTERNAL ENVIRONMENT (3 Hrs)
Level of Knowledge Conceptual and working knowledge

National & global scenario - SWOT analysis - Competitive advantages and generic building
blocks - Durability of competitive advantages

UNIT III VALUE CHAIN CONCEPT AND ANALYSIS (4 Hrs)
Level of knowledge - Conceptual

Superior efficiency, quality innovation and customer responsiveness - Competitive strategy at
function level, business level & investment level-Strategy in fragmented industries, matured
industries in global context

UNIT IV INTEGRATION, DIVERSIFICATION, MERGERS AND ACQUISITIONS
( 4 Hrs)

64

Upstream and downstream integration - Related and unrelated diversification - Business
alliances, acquisitions and joint ventures in Indian and international context - Pursuing
competitive advantage by competing globally - Competing in emerging foreign markets -
Strategies for local companies in emerging markets

UNIT V STRATEGIC CHANGE MANAGEMENT (3 Hrs)

Turn around Management and management of strategic change including SBUs
Restructuring politics, power and conflict - Core competence as a tool

UNIT VI STRATEGIES (4 Hrs)

Training strategy to fit specific company and industry situations - Strategies for competing in
emerging industries of the future - Strategies for competing in turbulent markets - Strategies
for maturing, declining, fragmented week and crisis ridden industries

UNIT VII IMPLEMENTATION AND CONTROL (4 Hrs)

Corporate culture and leader ship - Designing organization structure
Strategic control systems - Matching structure and control

UNIT VIII CURRENT ISSUES OF STRATEGIC MANAGEMENT (5 Hrs)

Global issues of 21
st
century - Strategic Audit - Issues in Non-profit Organizations
Managing Technology & Strategy - a Perspective
[Total 30 hours]
Skill Development
1. Group presentations on various topics related to Strategic management that are
related to business models, companies, industries and countries.
2. Study on Business Models
3. Case analyses
4. Class room discussions
Core Texts:

1. Ireland & Hoskisson, The management of Strategy, Cengage Publications
2. Sticland, Strategic Management, TMH Publications

Reference Texts:

1. Thomson Arthur A and Stickland A J, Strategic Management, Tata McGraw Hill
Publications
2. Pearce John A. and Robinson Richard B., Strategic Management - Strategy
Formulation and Implementation, AITBS Publishers and Distributors

65
3. Hill Charles W. L. and Jones Gareth R., Strategic Management Theory, Integrated
Approach, All India Publishers & Distributors
4. Hunger David and Wheeler Tomas L, Strategic Management, Addison Wesley
Publications
5. Johnson Gerry and Scholes Kevan, Exploring Corporate Strategy - Texts and Cases,
PHI Publications
6. Lawrence and Glueck, Strategic Management & Business Policy, McGraw Hill
Publications
7. Srinivasan R., Strategic Management - The Indian Context, PHI Publications

External Experts

Director
Race Course Road
Bangalore.

Director
Bangalore.

Director HR
Lineage Power,
Bangalore

TOTAL QUALITY MANAGAGMENT
MBA 432 2 Credits

66

DESCRIPTION:

This paper is offered as a core subject in the fourth trimester. It emphasis the importance of
total quality management in all areas or segments of business and organizations. Students
develop and specialize on the various approaches to quality, problem solving methodology like
quality tools.
To assist in developing concepts, knowledge and skills for an integrated approach to
Quality Management
To expose to the latest tools and techniques in effective decision-making.
To familiarize with the current practices in the field of TQM.

UNIT I INTRODUCTION TO QUALITY (2 Hrs)
Overview - Quality Definition - Quality, Price, Value Relationship - Hardware and Software
Aspects of Quality

UNIT II QUALITY PHILOSOPHY (2 Hrs)
Quality Philosophies - Deming 14 Points - Juran : Trilogy - Crosby Zero Defect -
Ishikawa Next One in the Operation is the Customer

UNIT III COST OF QUALITY (3 Hrs)
Cost of Quality - Discretionary Cost: - Prevention Appraisal - Consequential Cost: Internal
Failure - External Failure

UNIT IV INTRODUCTION TO TQM (5 Hrs)
Total Quality Management Concept - Comparison with Traditional Quality - Implementation
of TQM - Malcolm Bald Ridge Award - TQM in Education

UNIT V QUALITY TOOLS (3 Hrs)
Management tools for quality

UNIT VI TECHNICAL TOOLS FOR QUALITY (3 Hrs)
Techniques for general use, for on-line quality control, for off-line quality control

UNIT VII KAIZEN (4 Hrs)
Concept of Waste Elimination - Various Forms and Causes of Waste - Kaizen Approach -
Benefits

UNIT VIII QUALITY SYSTEMS (3 Hrs)
ISO 9000, ISO 14000


67
UNIT IX BENCHMARKING (2 Hrs)
Meaning, scope, Types of benchmarking, benchmarking practices

UNIT X BUSINESS PROCESS REENGINEERING (2 Hrs)
Meaning, scope , Types, limitations
[Total 29 hours]
Skill Development
1. Group activities on 7 quality tools Practical problems.
2. Case studies
3. Presentations on TQM practices
4. Group activity on Kaizen and QFD

Core Texts:
1. Sridhar Bhatt , Total Quality Management,2007, Nagpur Himalaya Publications
2. Dale H Bester Field , Carol Besterfield Michna , Gien H Besterfield , Mary
Besterfield-Sacre ,Total Quality Management,2006 New Delhi ,Pearson Publication

Reference Texts:

1. Evans James R, Total Quality Management, Organization, strategy. Thomas South
western Publications, (2005)
2. Field Dale H Bester , Field Glen Bester, Field Mary Bester , Field Carol Bester Total
Quality Management ,Pearson Education Publications, (2006)
3. Bedi Kanishka, Quality Management, Oxford Press Publications, (2006)
4. Gitlow, Quality Management, The McGraw Hill Publications, (2005)
5. Logothetis N., Managing for Total Quality from Deming to Taguchi and SPC
Paperback, (2002)
6. Sarkar Debashis , The Managers Handbook for Total Quality Management
7. Raju Sundera S.M. , Total Quality Management: A Primer

External Experts
1. Mr. Sivanandam
Director
Thiruveni Consultants
Bangalore

2. Mr. Jayathirta
Managing Director
Bulls Eye Ltd.,
Bangalore

ENTERPRISE RESOURCE PLANNING

68
MBA 433 2 Credits

DESCRIPTION
This paper is offered as an elective in the forth semester. It develops an understanding of
various functions in an organization and its integrated approach. It also deals with the need for
an organization to have an integrated software suite.

LEARNING OBJECTIVES
The course offers a fundamental framework for Enterprise Resource Planning (ERP) in an
organization and making the students,
It identifies the various Functional solutions for vertical and horizontal workflow of
It provides an integrated approach to managers for a better decision making
To orients the students towards understanding the business processes which can be
integrated in a seamless chain through various Business Suits.

UNIT I- Concept and Benefits of ERP (4Hrs)

Definition of ERP, ERP potential in Business transformation, Demand of ERP, Evolution,
Modules ERP Modules, Benefits of ERP

UNIT II - Building Business cases for ERP (6 Hrs)

Roles of ERP, Need for ERP, Gap analysis, Competitive Environment analysis,
Strategic needs analysis, Feasibility analysis, ERP Project life Cycle,
Cost elements

UNIT III -Comparative analysis of ERP Software. (4 Hrs)

The ERP market, Introduction to SAP, Modules of SAP, SSA Global, BAAN, IFS, The ERP
product life cycle, The magic quadrant, Functional and technical features comparison.

UNIT IV: ERP enabled Business Process re-engineering (4 Hrs)
Is Re Engineering Necessary? Business process re-engineering, Implementing BPR -BPR
characteristics and steps, ERP and BPR, ERP modeling in BPR, Work flow management,
Business case, Five stage AS-IS/TO- BE Analysis

UNIT V:- ERP implementation Project Management (4 Hrs)
IT infrastructure Planning and methodology, ERP implementation lifecycle,
ERP with respect to small and medium enterprises (Indian Perspective),
Issues in ERP Project management

UNIT VI- Managing ERP-ES Enabled Change (4 Hrs)

69
Introduction, planning for integration, Change management Strategies, transformation of IT
Function

UNIT VII- ERP-ES enabled best Business Practices (4 Hrs)
Best business cases of Metal Industry, Assembly line Industry, Service Sector/Industry ERP
enabled practices and actual benefits accrued.
[Total 30 hours]
Skill Development

The course is facilitated by
4. Class lectures concerned to relevant module topics
5. Case studies on Functional and Cross Functional Information Systems.
6. Student presentation and classroom discussions on use of an ERP solution for
various managerial problems of an organization in, Operations, Marketing,
Financial Accounting, Human Resources.

Prescribed Texts

3. Jaiswal Mahadev and Vanapalli Ganesh, Enterprise Resource Planning,
Mac Millan Publications
4. Leon Alexis, ERP , Tata Mc Graw Hills

References:

5. Singhla Ashim Raj, ERP, Cengage Publications
6. Business process and re-engineering, Dr B.R Dey, Biztantra
7. Concepts in ERP, Monk and Wagner, Thomson publication
8. Enterprise Resource Planning, Mary Summer, Pearson

External Experts
1. Prof. B.Rajendran Thangadurai,
RB & Creations, .
501 Block 18 Glitter,
Sun City Apartments
Outer ring Road,
Bangalore -34
2. Prof. A.R.Muthuswamy
Ex-ED-SAIL,
External Faculty,
Bangalore.

M1 - CONSUMER BEHAVIOUR

70
MBA 461 2 Credits

DESCRIPTION
This paper is offered as a marketing elective in the fourth semester. It helps students
understand the behavior of consumers before and after purchase. The paper helps students gain
valuable conceptual knowledge of how the concepts of motivation, perception, personality and
other behavioural studies influence the consumer in making purchase decisions. It also gives an
insight to the students about the decision-making process and the growing significance of the
consumer behavior study in various other areas of marketing.

LEARNING OBJECTIVES

To examine the nature of Consumer behaviour
To analyze the application of Consumer Behaviour with regard to formulation of -
marketing strategy
To provide students with an understanding of the wide range of social, cultural and
economic factors which influence consumer behaviour.
To analyze the decision making process of the consumer.

UNIT - I What is Consumer Behaviour (4Hrs)

Role of Consumer Behaviour in Marketing -Development of Consumer Behaviour field,
Consumer behavioural models - Howard-Sheth model of Buying Behaviour

UNIT - II Consumer as an Individual (10 Hrs)
Consumer Needs and Motivation
Meaning of Motivation; Needs and Goals ; Dynamic Nature of Motivation; Types & Systems
of Needs- Maslows Hierarchy of needs-McClellands Theory of Need
Achievement-Vrooms Expectancy theory-Freuds Psychoanalytical theory
Personality & Consumer Behaviour
Meaning and nature of Personality ; Freudian & Trait theories of Personality; Self Concept -
Self Images; Lifestyle and AIO inventories; Brand Personality
Consumer perception
Meaning and dynamics of Perception Absolute and Differential threshold; Selective
Perception; Consumer Imagery-Brand Image; Perception of Quality; Perception of risk;
Perceptual Organization; Categorization, Inference.
Learning & Cognitive Process
Meaning of Learning; Behavioural Learning Theories-Classical and Operant Conditioning-
Observational Learning; Cognitive Learning Theories; Memory, Schema, Brand Loyalty
Consumer Attitudes
Nature and function, Attitude formation; Structural Models of Attitude-Tricomponent and
Multi-Attribute model-TORA, Attitude Change-Multiattribute and ELM and Cognitive
Dissonance

UNIT - III Consumer in their Social and Cultural Setting (6 Hrs)

71

Group dynamics & Reference groups, Meaning of reference groups; Influence of reference
groups on consumer behaviour; Types of reference groups, Implications for Marketing

The Family
Concept and functions of family; Importance of family in Indian context, Family decision
making; Role conflict and its resolution; Family Life Cycle, Consumer socialization, Role of
children.
Social Class and Consumer Behaviour
Meaning and measurement of Social Class; Lifestyle profiles of social classes; Implications of
social class on Consumer behaviour.
Culture and Consumer Behaviour
Meaning and characteristics of culture; Measurement of culture, Values-Terminal and
Instrumental values; Rokeach - Indian core values; Impact of value on consumer behaviour;
ACV Laddering,

UNIT - IV Consumer Decision Making Process (6Hrs)
Personal influence & Opinion leadership Process - Meaning, dynamics and measurement of
opinion leadership A profile of the Opinion leader; Interpersonal flow of communication;
Opinion leadership and firms promotional strategy - Diffusion of Innovations; Types of
Innovations; The Diffusion process-consumer and industrial; The adoption process; Product
characteristics and consumer resistance; Diffusion enhancement strategies; A profile of the
consumer innovator.

Consumer Decision making
A model of consumer decision making; Problem recognition and Information Search;
Evaluations-Compensatory and non-compensatory; Conjunctive; Disjunctive and
Lexicographic choice rules; Purchase-Store choice; Post purchase Process Dissonance;
Satisfaction/dissatisfaction; Attribution theory; Dis-satisfication responses; Disposal behaviour.

UNIT - V Other dimensions of Consumer Behaviour (2 Hrs)
Relationship Marketing - Meaning of relationship marketing, Implications, Consumerism and
Public Policy Meaning, Rights of Consumers; Institutions and their role; Ethical,
Safety and environmental issues; Consumer protection acts, Consumer Behaviour
and E-business, On line buyer behaviour; Consumer decision making process on the
Net.
Consumer Research with special reference to syndicated research

UNIT VI - Role of Research in consumer Behaviour (2 Hrs)
Motivational research, Attitude measurement; Satisfaction measures
[Total 30 hours]

Skill Development

72
4. Group presentations on various topics related to the subject, both conceptual and
practical
5. Classroom discussions
6. Case studies Analysis and discussion
7. Analytical skills through assignments

Prescribed Texts

Assel Hennry, Consumer Buying Behavior, Cengage learning India,Third Indian reprint 2009

Reference Books

1. Schiffman L. G., and Kanuk L. L., Consumer Behavior, Prentice-Hall Publications &
Pearson Education Publications (Low Price Edition 2003), (1999) 7th Edition
2. Assael Henry, Consumer Behaviour & Marketing Action, Thomson Learning
th
Edition
3. Engel James F., Blackwell, Roger D., & Miniard, Paul W., Consumer
Behaviour, Thomson Learning Publications, (2001)
4. Solomon M.R., Consumer Behaviour- Buying, Having & Being, Prentice-Hall
th
Edition
5. Hawkins D. I., and Best, R. J Irwin, Consumer Behavior: Implications for Marketing
Strategy,(2002) 8
th
Edition
6. Loudon and Bitta Della, Consumer Behaviour-Concepts and Applications, Tata
McGraw Hill Publications, (2002) 4
th
Edition
7. Hawkins D.I, Best and Cooney, Consumer behavior - Building marketing strategy, Tata
McGraw Hill Publications
8. Batra Satish & Kazmi, Consumer behavior, Excel books Publications, 2005

F 1 - SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT
MBA 462 2 Credits

73

DESCRIPTION
This paper is offered as a finance elective for the MBA programme. It develops an investment
attitude and prepares students for careers in the areas of finance and investment. Students
opting for finance specialization would find this course to be important as its applications can
be seen while understanding financial markets.

LEARNING OBJECTIVES

To provide students with a conceptual and analytical framework of evaluating a
security.
To provide students with working knowledge framework of different financial
instruments, their risk and returns and their usefulness while constructing portfolios.
To familiarize students with portfolio construction and management techniques and
strategies.

UNIT - I INTRODUCTION- THE INVESTMENT BACKGROUND (5 Hrs)
Organization and Functioning of Securities Markets - What is a Market?; Primary Capital
Markets; Secondary Financial Markets.
Security Market Indexes - Stock Market Indexes; Bond Market Indexes.
The investment setting - What is an investment? Measures of Return and risk.
The Asset Allocation decision - Individual Investor Life Cycle; The need for a policy
statement; Input to the Policy statement; Constructing the policy statement; the importance of
asset allocation.

UNIT - II MACRO ANALYSIS AND MICRO-VALUATION OF STOCK MARKET
(10 Hrs)
Macro market Analysis Economic Activity and Security Markets, Economic series and Stock
prices; the cyclical Indicator approach etc.

Industry Analysis Why do Industry Analysis? The business cycle and Industry sectors;
Structural Economic changes; Evaluating the Industry Life Cycle.

Company Analysis and Stock Valuation Company analysis versus valuation of stock;
Company analysis; Estimating intrinsic value; Additional measures of relative value; Analysis
of Growth companies; Valuation of Alternative Investments).
Technical Analysis Advantages of Technical analysis; Technical Trading rules and indicators

Efficient Capital Markets Why should capital markets be efficient? Alterative Efficient
Market Hypotheses; Tests and results of EMH; Implications of Efficient Capital Markets

UNIT - III PORTFOLIO MANAGEMENT THEORY (6 Hrs)

An introduction to Portfolio Management - Some background assumptions; Markowitz
Portfolio Theory;

74

An introduction to Asset Pricing Models Capital Market Theory: An overview; The Capital
Asset Pricing Model: Expected Return and Risk; Relationship between Systematic Risk and
Return; The Market Portfolio: Theory Vs Practice

Multifactor Models of Risk and Return Arbitrage Pricing Theory

UNIT IV PORTFOLIO MANAGEMENT STRATEGIES (3 Hrs)

Equity Portfolio Management Strategies Passive Vs Active Management; Overview of
Passive Equity Portfolio Management Strategies; Overview of Active Equity Portfolio
Management Strategies; An overview of style analysis; Asset allocation strategies

UNIT V BOND VALUATION AND BOND PORTFOLIO MANAGEMENT
STRATEGIES (3Hrs)

The Analysis and Valuation of Bonds The fundamentals of Bond Valuation; computing bond
yields

Bond Portfolio Management strategies Alternative Bond Portfolio Strategies Passive
Management Strategies; Active Management Strategies

UNIT VI EVALUATION OF PORTFOLIO PERFORMANCE (3 Hrs)

Evaluation of Portfolio performance Composite Portfolio Performance measures; Application
of Portfolio performance measures; Evaluation of bond portfolio performance

[Total 30 Hours]
Skill Development
1. Practical valuation of shares and bonds.
2. Solving Case studies
3. Understanding and follow up with day-to-day financial news updates.
4. Portfolio construction using excel.
5. Doing Industry analysis.

Prescribed Texts


75
1 Reilly & Brown, Investment Analysis & Portfolio Management , New Delhi: Thomson
Publications, 2009 8
th
Edition
2 Chandra Prasanna, Investment Analysis and Portfolio Management, New Delhi: Tata
McGraw Hill Publications, (2008)

Reference Books

1. Fischer and Jordan, Security Analysis and Portfolio Management, Prentice Hall
Publications
2. Bhalla V. K., Investment Management, S. Chand & Co Publications
3. Kevin S., Security Analysis & Portfolio Management ,New Delhi: PHI Learning Pvt
Ltd Publications, 2008
4. Bodie / Kane / Marcus / Mohanty, Investments, Tata McGraw Hill Publications, 6
th

Edition
5. Brealey and Myers, Principles of Corporate Finance, Tata McGraw Hill Publications,
7
th
Edition

H 1 - HUMAN RESOURCE PLANNING, RECRUITMENT AND SELECTION


76
MBA 463 2 Credits

DESCRIPTION
This paper is offered as a human resources elective in the fourth trimester. It develops
understanding for the human resources planning and recruitment, selection and prepares
students for careers in the areas of human resources. Students opting for this elective specialize
in the various aspects of Hr Planning, recruitment and selection- concepts of human resources
and planning, considerations in various types of human resources planning, Managing
vacancies, selecting of right tools for selection process ,Analysis of selection processes, various
types of interviewing techniques, career planning and career movement within the organization

LEARNING OBJECTIVES
To explore and understand the issues involved in manpower planning and selection
methods in the industry
To understand and develop the techniques required for selection & retention of
employees.
To identify and match organizational needs and individual potential for better HRM
practices.

UNIT - I MANPWER PLANNING (6 Hrs)
Manpower Planning: Objectives (micro and macro levels), Benefits, advantages, limitations,
problems - HR planning, linkage of HR planning with other HR functions, influencing factors
in manpower planning - Manpower planning: tools, methods and techniques: Job analysis,
Skills analysis/ skill inventory, Performance appraisal, Manpower inventory - Use and
applicability of statistical and mathematical models in manpower planning - Census analysis -
Markov analysis

UNIT - II SELECTION (6 Hrs)
Selection Criterion in Industry - Role of Scientific Selection in Personnel Management,
Manpower Planning and Organizational Structuring: Challenges of Selection in todays world -
Value of good employees - Selection Policy and Strategy - Source of Recruitment
Steps of Systematic Selection - Job Description - Job Specification - Selection Tests
Intelligence Aptitude, Personality - Psychometric Testing Sampling, Validity, Reliability -
Statistical inference - 16 PF and other Personality Tests - Exercise on Psychometric Testing -
Group Selection Methods Assessment Center.

UNIT - III RELIABILTY AND VALIDITY OF SELCTION TOOL (4 Hrs)
Testing in the industry for selecting promotion and placement. Historical development of
testing selection devices and applicability, Reliability and validity.

UNIT - IV INTERVIEWING TECHIQUES FOR SELECTION (4 Hrs)
Devices: Skills, tools and techniques of the selection interview.

UNIT - V PROBATION AND INDUCTION (3 Hrs)
Level of Knowledge Conceptual Knowledge
Probation & Induction

77

UNIT - VI INTERNAL MOBILITY (3 Hrs)
Internal mobility: Promotion, Transfer, Demotion and Separation.

UNIT - VII CAREER PLANNING AND SUCCESSION PLANNNING (4 Hrs)
Employee Turnover: Methods to study turnovers & methods to retain employees
[Total 30 Hours]
SKILL DEVELOPMENT
1. Thought paper on effect of industrial life cycle on HR planning
2. Practical problems in reliability and validity
3. Case studies
4. Mock job fair to understand effectiveness of selection process

PRESCRIBED TEXT
Bhattacharaya, D. Human resources and planning, First Edition, Excel books, 2007

REFERENCE BOOKS
1. Gatewood ,filed, Barrick, Human resource selection, Cenage learning,2009,second
edition
2. Diane Arthur, Recruiting, interviewing ,Selection & orienting new employees, PHI
publication fourth edition
3. Fisher,schoenfiled,Shaw,Human resource management,Biztantra,2008 print
4. Snell & Bohlander,, Human Resource management, Cenage Leanrning,2009 print
5. Robert Half ,Finding, Hiring and Keeping the best employees,Wiley publications,,2007
6. Harper Sally, Personnel Management Handbook,Gower publication,1997
7. Walker, James W. Human Resource Planning,Tata Mcgraw hill,2007
8. Cherrington David J., , The Management of Human Resources, 4th Edition
9. Timple Dale , The Art & Science of Business Management ; Managing People,Vol.5

EXTERNAL EXPERTS
1. Dr.Poornima 3. Mr. N. P Manjunatha
ICFAI Business School, Freelance Consultant ,
Bangalore Dairy circle,Bangalore

2.Dr. A.K. SRIVASTAVA 4 Dr. B.C Sanjeevaiah
Freelance Consultant , Professor & Chairman
Ulsoor, Post Graduate Department of Commerce
Bangalore Bangalore University

OP 1 - PRODUCT DESIGN AND FACILITY PLANNING

78
MBA 477 2 Credits

DESCRIPTION
This paper is offered as a specialization paper in the fourth trimester . It emphasis the
importance of product design and facility decisions for a business scenario.Students develop
and specialize on the several concepts and models involved in product design and facility
layout decision.
OBJECTIVES
o To assist in developing concepts, knowledge and skills for an integrated approach to
product design and facility planning
o To expose to the latest tools and techniques in effective decision-making.
o To emphasize the importance of applying systems concept in analyzing production
planning related problems.
o To give students concepts of product design and facility plan for efficient production
systems.
UNIT I
INTRODUCTION TO PRODUCT DESIGN AND DEVELOPMENT (4 Hrs)
Characteristics of successful product development,Duration and cost of product development
.The challenges of product development
Development processes and Organizations : A generic development process , concept
development ,product development process flow

UNIT II PRODUCT DEVELOPMENT PROCESS (6 Hrs)
Level of Knowledge Conceptual and Working Knowledge
Product Planning The product planning process, identifying customer needs, Product
Specifications Product development Process Concept generation ,concept selection concept
screening , scoring , caveats .Concept Testing methods and measures.
Product Family Design:
Mass customization, product portfolios architecture Implication of architecture ,establishing
architecture ,delayed differentiation ,platform planning

UNIT III PRODUCT LIFE CYCLE DESIGN (5 Hrs)
Design for manufacture and assembly types of processes, process flow structures, process
analysis, Manufacturing and associated costs, Prototyping, Robust design, Industrial
automation
Design for services product process matrix for services, Design for environment.

UNIT IV OBJECTIVES OF FACILITY PLANNING (3 Hrs)
Facilities planning, significance, Objectives of facilities planning, facilities planning process,
developing facilities planning strategies
Flow of Facility Planning: Flow, space and activity relationships-Departmental planning,
activity relationship, flow patterns, flow planning, measurement of flow, space requirements.
Personnel Requirements-Employee-facility interface, office facility plug.

UNIT V MATERIAL HANDLING SYSTEMS (3 Hrs)

79
Scope and definition, principles of materials handling, designing material handling systems,
unit load design, material handling equipment, estimating material handling costs, safety
considerations

UNIT VI LAYOUT PLANNING MODELS AND DESIGN ALGORITHMS (4 Hrs)
Basic layout types, layout procedures, algorithmic approaches, multi floor facility layout,
developing layout alternatives

UNIT VII FACILTIES SYSTEMS AND SELECTION (5 Hrs)
Evaluating facilities plans, selecting facilities plans, Preparing, presenting and implementing
facilities plan. structural system performance, enclosure systems, electrical and lighting
system, facility maintenance management system
Skill Development
1. Group activities on product design and facility plan development
2. Case studies and numericals

Prescribed Books:
a. Facilities Planning-James A. Tompkins, John A. White, Yavuz A Bozer&
J.M.A Tanchoko Wiley , India edition.
b. Product Design and Development, K.T. Ulrich et al., McGraw-Hill., 4
th
edition
McGraw hill

M 2 BUSINESS TO BUSINESS
MBA464 2 Credits

80

DESCRIPTION
This paper is offered as a marketing elective in the fourth trimester. It prepares students for
careers in the areas of marketing of industrial products & services, industrial projects &
consultancy.

LEARNING OBJECTIVES
To enhance the ability of the students to understand the nature of B-2-B marketing, &
the process involved in practice.
Development of B-2-B Strategies and their implementation.

UNIT I (A Business Marketing Perspective) (2 Hrs)
Introduction to Business-to-Business Marketing, Business and Consumer marketing-A
contrast, The value chain, Trends and changes in Business marketing.

UNIT II (Perspectives on the Organizational Buyer) (4 Hrs)
Classifying Customers, Organizations, and Markets, Types of organizational customers and
their unique characteristics of Commercial enterprises, Government and Institutional Markets.

UNIT III (Organizational Buying Behaviour) (4 Hrs)
Level of Knowledge - Working
Organizational Buying and Buying behavior: The nature of buying, organizational buying
process- A process flow model.

UNIT IV (Customer Relationship Management) (3 Hrs)
Customer relationship Management Strategies for Business Markets. Buyer seller connector,
Managing Buyer seller relationships, Gaining a customer relationship advantages.
UNIT V (Segmenting the Business Market) (4 Hrs)
Segmenting, Targeting and Positioning. Value based segmentation. A model for segmenting
the organizational Market.

UNIT VI (Organizational Demand Analysis) (2 Hrs)
Level of Knowledge- Working
Organizational Demand analysis, Determining Market and Sales potential, Sales Forecasting
methods.

UNIT VII (3 Hrs)
Managing Innovation and new industrial product development
Pricing Strategy for business markets
Marketing mix - Managing Innovation and New product development process. Pricing in
Business-to-Business Marketing. Pricing basis, Managing price as part of Marketing Strategy,
Managing pricing tactics, Pricing implementation-Case of negotiated pricing.

UNIT VIII (4 Hrs)

81
Managing Business Marketing Channel
Business Marketing Communications
Direct & Indirect Channels,Distributors & Manufacturers Rep,Channel Objectives & Design,
Selection & Motivation of Channel Members.B-2-B Advertising,Trade Shows,Personal
Selling, Key Account Management

UNIT IX (Managing Services for Business Markets) (2 Hrs)
Marketing mix for Business service Firms - Segmentation, Service packages, Service
Promotion and Distribution.

UNIT X (Strategic Perspectives in Business Marketing Planning) (2 Hrs)
Business Marketing Strategies. [Total 30 hours]

Skill Development
1. Group presentations on organizational buying behavior & practices in purchase of raw
materials,capital & facilitating goods in Indian Cos & MNCs operating in India.
2. Segmentation & Positioning of B-2-B Products.
3. Forecasting Techniques for demand of Industrial Products
4. Preparation of quotation.
5. Case studies
Prescribed Texts
1. Michael D Hutt, Thomas W Speh, Business Marketing Management Cengage
Learning
2. Reeder Robert R, Brierty Edward G, Reeder Betty H, Industrial Marketing,
Analysis, planning and Control, PHI publication
3. Milind T Phadtare, Industrial Marketing, PHI Publication
References
1. Vitale and Giglierano, Business-to-Business Marketing, Analysis and Practice
in a Dynamic Environment, Thomson Press Publications
2. Anderson, Business Market Management, Pearson Publications

External Experts
1. Mr Rajshekhar,
Head - Business Development
Keane India

F 2 - MANAGEMENT OF FINANCIAL SERVICES

82
MBA 465 2 Credits

DESCRIPTION

This course is offered as a finance elective in the MBA programme. It familiarizes the students
about the Indian Financial System. Within the financial system, the focus of study would be the
financial products, financial institutions and the money and capital markets.

LEARNING OBJECTIVES

To provide knowledge to the students about Indian Financial System, including the
major financing institutions apart from Banks, financial products and money and capital
markets functioning.

UNIT I OVERVIEW OF INDIAN FINANCIAL SYSTEM AND SERVICES
(2 Hrs)
Level of Knowledge Working knowledge

Financial System An Overview, Indian Financial System, Global Financial System, Financial
Services An Overview

UNIT II MONEY MARKETS (4 Hrs)

Role and Responsibilities of RBI with respect to Money Market, RBI Monetary Policy and its
relevance to Money Market

Money Market, Call Money Market, Commercial Paper Market, Commercial Bill Market,
Certificate of Deposit (CD), Treasury Bills, Govt. Securities Market

UNIT III CAPITAL MARKETS PRIMARY MARKET (5 Hrs)

Capital Markets An Overview, Capital Market Instruments, Capital Market Reforms, New
Issues Market A Conceptual Framework, New Issues Market An evaluation, Prospectus,
Global Depository Receipts

UNIT IV CAPITAL MARKETS - SECONDARY (5 Hrs)

Stock Exchange An Overview, Stock Exchange Trading, Stock Exchange Regulatory
Framework, Indian Stock Exchanges A Profile, Insider Trading, Listing, Delisting, SEBI
Functions and Working, Restructuring of Indian Stock Exchanges Major issues

UNIT V FINANCIAL INSTITUTIONS (6 Hrs)

83

Clearing Corporation of India Limited (CCIL), Credit Information Bureau of India Limited
(CIBIL), Discount and Finance House of India Limited (DFHI), Over-the-Counter Exchange of
India Limited (OTCEI), National Securities Depository Limited (NSDL), National Housing
Bank (NHB), Export Import Bank of India(EXIM)

UNIT VI FINANCIAL SERVICES (8 Hrs)

Credit Rating, Hire Purchase Finance, Factoring and Forfaiting, Leasing- An Overview, Lease
evaluation, Mutual Funds, Securitization, Venture Capital and Private Equity Funds

[TOTAL 30 Hours]
Skill Development
1. Understanding and follow up of day-to-day developments in the area of Financial
Services Industry.
2. Familiarization of financial system including products.

Prescribed Text

1. Dr. Gurusamy S, Financial Markets and Institutions, Tata McGraw Hill, 2
nd
Edition
2. Dr. Gurusamy S, Indian Financial System, Tata McGraw Hill

References

1. Khan M Y, Financial Services, Tata McGraw Hill Publications, 5
th
Edition
2. Bhalla V.K., Management Of Financial Services, New Delhi: Anmol
Publications Pvt. Ltd., First Edition
3. Srivastava R.M., Financial Management, Himalaya Publishing
4. Subramaniam P, Investment Banking
5. Bhole, , Financial Institution and Markets, Tata McGraw Hill Publications, 3
rd
Edition

H2 PERFORMANCE MANAGEMENT & EMPLOYEE COUNCELLING


84
MBA 466 2 Credits

DESCRIPTION
It can be argued that the perceived defects of appraisal systems (that line managers regarded
them as irrelevant, involving form-filling to keep the personnel department happy, and not as a
normal process of management) led to the development of more rounded concepts of
performance management. Performance management is a process, not an event. It operates as a
continuous cycle. Corporate strategic goals provide the starting point for business and
departmental goals, followed by agreement on performance and development, leading to the
drawing up of plans between individuals and managers, with continuous monitoring and
feedback supported by formal reviews. Performance management as a process contributes to
the effective management of individuals and teams in order to achieve high levels of
organizational performance. It establishes shared understanding about what is to be achieved
and is an approach to leading and developing people.
This course focuses on the performance management process and how it works and outlines
the tools used in performance management and evaluation. The students will examine the
development of Performance Management in organizations. This course will develop basic
skills among students to independently handle a wide range of employee counseling and
performance counseling issues.

LEARNING OBJECTIVES
1. To know and understand how a performance management system works.
2. To develop the necessary skills and ability to design & deliver an effective
performance management system
3. To acquire the skills for performance & employee counseling
4. How to elicit the support of the top management of the organization to develop these
concepts.
5. To give & receive feedback on others & their own performance
6. How they can discuss and contribute to individual and team aims and objectives.

Course Outline

UNIT I (3 hrs)
Introduction: Performance Management : concept and perspectives , definition , philosophy
behind performance management, prerequisites, imperatives, five factor model, Performance
Prism , elements of effective Management, performance management as a business strategy.

UNIT II (3 hrs)
Performance Management system - Definition. Functions, prerequisites, Generic model of
PMS objectives & strategy, Assessment of organizational needs, Setting organizational
performance expectations, Competency based performance management system - setting up of
a competency based performance management system. Designing of performance management
systems; performance management system in Indian companies.

UNIT III (4 hrs)
Establishing performance management process -- Performance planning- Theories of goal
setting; Goal setting theory, Expectancy theory ; setting of performance criteria, process of

85
setting performance criteria, methodologies of performance planning, process of performance
planning, barriers to performance planning-organizational & individual, competency mapping
& its linkage to performance planning. Performance managing & its process. Challenges
ahead in performance management systems

UNIT IV (8 hrs)
Performance Appraisal: Concept, need and objectives; principles, uses and process of
performance appraisal , characteristics of effective appraisal system ; approaches to PA-
behavior based & results focused. Different methods of PA : traditional and modern,-straight
ranking method, paired comparison method, critical incident method, bars, MBO, 360 degree
or Multirater assessment & its debate, Balanced score card ; Assessment centers, PA for
managers , supervisors and workers. Common rating errors, common pitfalls in PA, improving
quality of Performance ratings, Development of performance appraisal/review system.
Performance review discussion, reliability and validity of appraisal, Training for evaluation,
continuous feedback, potential appraisal, PA as a training needs assessment.

UNIT V (4 hrs)
Performance Monitoring- concept, DSMC/ATI model, Process of Performance monitoring,
On- going Mentoring & protg development, Mentoring benefits to managers.
Performance Management Implementation. Performance Management Linked Reward
Systems Role of HR Professionals in Performance Management, Ethics in Performance
Management.

UNIT VI (4hrs)
Emergence and Growth of Counseling Services; Approaches to counseling;Counseling
process- Beginning, Developing and terminating a counseling relationship and follow up.
Counselors Attitude and Skills of Counseling; Assessing Clients problems

UNIT VII 4hours
Selecting Counseling Strategies and Interventions Changing Behaviour through Counseling
Special problems in counseling; Application of Counseling to Organizational situations with a
focus on Performance counseling.

[Total 30 hours]
SKILL DEVELOPMENT
1. Lecture sessions, case studies, assignments, role plays and class presentations.
2. Live projects to be undertaken in various MNCs
3. The class will be exposed through, group discussion, and several other analytical
approaches to identify and influence effective and ineffective behaviors (to better
manage employee populations on an ongoing basis).
4. Students will design & present performance management systems for various types of
industries.

PRESCRIBED TEXT:
A.S. Kholi & T. Deb, Oxford University Press, 2009


86
REFERENCE BOOKS:

1. Pulakos, E. D. Performance Management: A roadmap for developing, implementing
and evaluating performance management systems. SHRM Foundation
(http://www.shrm.org/foundation/1104pulakos.asp), (2000)
2. Bacal, Robert, Performance Management. (Ba). New York: McGraw-Hill Publications
ISBN 0-07-071866-0 , (2009)
3. Latham & Wexley, Increasing productivity through performance appraisal. (LW), New
York: Addison-Wesley Publishing Company ISBN= 0-201-51400-1, (2009)
4. Smith, JD" S, and Mazin, R, The HR answer book, AMACON & Becker,(2009)
5. Huselid M. A., & Ulrich D The HR scorecard, Harvard Business School Press, (2009)
6. Herman Aguinis,2
nd
edition, Pearson Education 2009
7. T.V. Rao,2004,Performance management & appraisal systems, response books,2009
8. Michael Armstrong,3
rd
edition, Performance management, Kogan Page, 2009.

OP 2 STRATEGIC OPERATIONS MANAGEMENT
MBA 478 2 Credits


87
Objectives
To give the students a clean understanding of the concepts of Strategic Operational decision
support system in the fast changing business environment. The inputs also show how top level
and middle level decisions can improve the enterprise effectiveness with the objective of
improving its profitability and better synergy with customers and suppliers. This subject will
familiarize the students with concept on Strategic decisions importance in operations i.e., in
product technology, Process technology, Tool Technology, Automation etc with special
reference to managing and globalization.

Pedagogy
This course will be taught through lecture sessions, case studies, assignments, role plays and
class presentations etc.

Unit I
Operation Strategy
Key questions, what and why it is important, Operational strategy, the content an overview,
Strategy Matrix, Corporate strategy, Generic competitive strategy, functional strategy.
Reference Book:
Operations by Strategy Nigel Slack and Michael Lewis .Publisher Pearson education
Second edition
Production & Operation Management by R Panneerselvam Publisher: PHI Second
Edition

UNIT II
Operation Performance
Operation performance objectives and its change over time, Trade offs, Targeting and
operations focus, Reference Book:
Second edition

UNIT III
Product and Facility
Characteristics of successful product development(PD), who designs and develops products,
Duration and cost of PD, The challenges of PD, Identification of customer needs, product
specifications, Concept generation selection and testing, product architecture, prototyping,
robust design.
Reference Book:
Product Design and development by Karl T Ulrich Steven D Eppinger Publisher: McGraw Hill
Indian Edition 4
th
Edition.

Unit IV
Process Technology
What is process technology, Scale/Scalabilty, Degree of automation, Degree of connectivity,
the product process matrix, Evaluation of process technology, Technology change, sources of
innovation?
2nd edition
Technology strategy by Scott Shane Publisher: Pearson Education 1
st
Edition

UNIT V

88
Capacity and Supply Network
What is capacity strategy, Operation capacity level, sites location and selection decisions,
capacity change,
Horizontal and vertical integration, traditional market based supply, partnership supply,
network behaviour, Network management.
Second edition

UNIT VI
The process Operation Strategy
The process operation strategy for sustainable- sustaining alignment over time, analysis for
formulation.
The process of Operations strategy for substitute-concept of TQM, JIT (Lean), BPR, ERP, Six
sigma etc
The process of Operations strategy Implementation-Point of entry, process, project,
participation etc.
Second edition
Production & Operation Management by R Panneerselvam Publisher: PHI Second
Edition

Unit VII
Improvement and Current Trends
Setting the direction, performance mapping, Developing operations capability, consultancy,
Importance of Lean concept, Latest trends in Process, Maintenance and Waste control.
Second edition
Production & Operation Management by R Panneer selvam Publisher: PHI Second
Edition

References:
1. Operations by Strategy Nigel Slack and Michael Lewis .Publisher Pearson
education Second edition
2. Production & Operation Management by R Panneerselvam Publisher: PHI
Second Edition
3. Product Design and development by Karl T Ulrich Steven D Eppinger
Publisher: McGraw Hill Indian Edition 4
th
Edition.
4. Technology strategy by Scott Shane Publisher: Pearson Education 1
st
Edition

M 3 - STRATEGIC MARKETING MANAGEMENT
MBA 467 2 Credits

DESCRIPTION

89
This paper is offered as a marketing elective in the fourth semester. It helps students
understand long term strategic issues confronting marketing managers and prepares them for a
career in product management. Students opting for this elective specialize in the various
aspects of strategic marketing environment and internal analysis, strategies for market share
growth, segmentation, targeting, positioning, branding, pricing, distribution, communication
and relationship development strategies, implementation and control of strategic plans etc

LEARNING OBJECTIVES
To help in students understand analytical models / frameworks that can be used for
environmental and internal analysis.
To help students understand strategic marketing decisions including products to offer,
market segments to target, and competitive positioning, pricing and distribution
strategies.
To help students understand ways to grow market shares and create long term
sustainable competitive advantage.
To help students understand the process of implementation and monitoring of
marketing strategy.

UNIT - I STRATEGIC ANALYSIS (9 Hrs)
Introduction to corporate strategy and its marketing implications external environmental
analysis frameworks, internal environmental analysis frameworks PEST model, Porters five
forces model. Porters value chain model, SWOT/ Tows matrix. Strategic analysis of select
companies in India.

UNIT - 2 STRATEGY FORMULATION (3 Hrs)
Directional strategies of growth, stability and downsizing, Porters generic strategies of cost
leadership, differentiation and focus, Ansoffs product - market expansion grid, BCG matrix.
Market share growth strategies for market leaders, followers and the smaller companies.

UNIT - 3 STRATEGY CHOICE (15 Hrs)
Market segmentation for Indian markets, measuring market opportunities and effectiveness of
target segmentation, differentiation and positioning, brand management, pricing and
distribution options, new product development process and marketing communication
overview. Services marketing and branding of services. Discussion on strategic options for
market share growth of select companies in India.

UNIT - 4 STRATEGY IMPLEMENTATION AND CONTROL (3 Hrs)
Organizing and planning for effective implementation, managing competitive advantage as a
process, measuring success of strategy implementation.
[Total 30 hours]
Skill Development
1. Group presentations on environmental and internal analysis of specific Indian
companies.
2. Group presentations on strategic initiatives for growth of specific Indian companies.

90
3. Case studies
4. Discussions with Industry executives

Prescribed Texts
4. Walker, Boyd, Mullins and Larreche, Marketing Strategy, . Tata
McGraw Hill, 4
th
edition, 2003

References
1. Al Ries and Jack Trout., Marketing warfare. 1997, McGraw - Hill
2. Douglas West, John Ford and Essam Ibrahim. , Strategic marketing
Creating competitive advantage. Oxford Universit y Press, 2
nd

edition 2010.
External Experts
1. Mr.Milind Chalisgaonkar
Ex CEO of H&R Johnson and Mphasis BPO

2. Mr. Vasanth Kumar
Director Max Retail

F 3 - MANAGEMENT OF BANKS AND FINANCIAL INSTITUTIONS
MBA468 2 Credits

DESCRIPTION


91
This paper is offered as a finance elective in the fourth semester. It prepares students for
careers in Banking and Finance industry. Students opting for this elective understand the
various aspects related to management of Banks and Financial Institutions.

LEARNING OBJECTIVES

To gain foundation in the key issues confronting bank managers today.
To gain familiarization with the basic financial models that is used to formulate
decisions and an understanding of the strengths and weakness of data analysis.
To recognize the trade-offs involved in making financial decisions and to develop the
logical thought processes needed to reach reasonable conclusions.

UNIT I OVERVIEW OF THE BANKING INDUSTRY & REGULATION (2 Hrs)
Information related to bank management and current banking trends.
Role of competition in forcing change in banking, expanded product and service offerings,
across geographic markets and the impact on banking industry consolidation.
Organizational structure of local area banks and large banking holding companies.
Banking regulatory environment.
Impact of key banking legislation.

UNIT II - EVALUATING BANK PERFORMANCE (4Hrs)
Basic risk and return features of commercial banks.
Bank financial statements.
DuPont model for evaluating bank performance.
How banks make a profit?
Trade-offs involved in balancing credit risk, liquidity risk, market risk, operational risk,
reputational risk, legal risk and solvency risk.
Strategies and trends in controlling non-interest expense relative to non-interest income to help
meet efficiency objectives.

UNIT III - MANAGING INTEREST RATE RISK (8 Hrs)
How banks measure and manage interest rate risk?
Pricing of securities, total return analysis to investors and the determinants of interest rates.
GAP analysis and the use of sensitivity analysis to assess the potential impact of interest rate
and balance sheet changes on net interest income.
Duration gap analysis and the use of sensitivity analysis to assess the potential impact of
interest rate and balance sheet changes on the economic value of stockholders equity.
Impact of embedded options and the necessity behind incorporating sensitivity analysis to
assess the impact of such options on profits and risk. Basic features of financial futures,
forward contracts, interest rate swaps and interest rate caps and floors and how banks use them
to both hedge and speculate. Understanding the models, data output and strategies to improve
performance.

UNIT IV-MANAGING COST OF FUNDS, BANK CAPITAL & LIQUIDITY (8 Hrs)
Features of bank liabilities.
Regulatory capital requirements.

92
Overall liquidity analysis.
Estimating the marginal cost of funds for taking investment decisions and pricing assets.
How banks meet legal reserve requirements and manage cash assets?
A model to estimate liquidity needs and plan for temporary cash deficiencies and longer-term
liquidity needs. The new Basel II capital requirements.

UNIT V - EXTENDING CREDIT TO BUSINESSES AND INDIVIDUALS (4 Hrs)
How banks manage credit risk?
Basic credit analysis principles and the characteristics of different types of loans.
Procedure for estimating a business borrowers cash flow from operations.
Basic credit scoring models applied to individual borrowers.
Interpreting financial statements and generating cash flow estimates to determine repayment
prospects. Customer profitability analysis the basic framework used to assess whether a bank
is profiting from a customers total relationship.

UNIT VI-MANAGING INVESTMENT PORTFOLIO & SPECIAL TOPICS (4 Hrs)
Role of fixed income securities in helping a bank meet profit and risk objectives.
Basic objectives a banks investment portfolio and the nature of investment policy guidelines.
Basic features of taxable and tax-exempt securities that banks buy.
Various strategies related to choosing security maturities, the composition between taxable and
tax-exempt securities and purchases or sales timed to take advantage of the business cycle.
Impact of embedded options on security pricing and the risk-return trade-off to investors of
callable bonds and mortgage-backed securities with significant prepayment risk.
Recent trends in global banking activities.
Management of foreign exchange risk.
[Total 30 hours]
Skill Development
1. Practical assignments related to learning after individual unit.
2. Case studies
3. Presentations on Financial news updates.

Prescribed Text
1. Management of Indian Financial Institutions By: R M Shrivastava & Dr Divya
Nigam (Authors) 2009, 8
th
edition - Publisher: Himalaya Publications

References

1. MacDonald Scott S. / Koch Timothy W. Management of Banking , Cengage learning,
6
th
Edition [Indian]
2. Gup Bentone / Kolari James W. Commercial Banking - The Management of Risk ,
Wiley India edition, 3
rd
Edition
3. Hull John C, Risk Management and Financial Institutions, Pearson.
4. Dun & Bradstreet, Financial Risk Management, Tata McGraw Hill.
5. General Bank Management IIBF Books for CAIIB Exam Macmillan Publications.
6. Risk Management IIBF Books for CAIIB Exam Macmillan Publications.

93
7. Vivek / Asthana P.N., Financial Risk Management, Himalaya Publishing House.
8. Bhattacharya Hrishikesh, Banking Strategy- Credit Appraisal and Lending Strategies -
A Risk-Return Framework, Oxford University Publications
9. Mukherjee D.D. ,Credit Appraisal, Risk Analysis and Decision Making, Snow White
Publications, 4
th
enlarged and revised edition
10. Tannan M.L., Tannans Banking Law and Practice in India , Jain Book Agency

H 3 - TRAINING AND DEVELOPMENT
MBA 469 2 Credits

OVERVIEW
The course is offered as a human resource elective in the second year. The course includes both
the cognitive and the behavioural component. It will to develop both knowledge and skills in

94
human resource development. Students should have increased their knowledge about the
training function, training processes, design considerations, alternative methods of instruction,
implementation issues, and training evaluation. It is expected to develop and improve their
skills at applying the training processes in any context.

LEARNING OBJECTIVES
1. To enhance understanding of students towards training and development as a HRD
strategic tool.
2. To increase their knowledge about the connection between HRM, HRD, Training and
development.
3. To sensitize the students with the concepts, principles and issues connected with
training and development.
4. To enable the students to identify, design, deliver and evaluate a feasible, meaningful
and relevant training and development program.
5. To increase skills in developing and delivery of training.

UNIT I Training in Organizations and Business Strategy and HRD (4 Hrs)
Level of Knowledge Conceptual and Higher understanding
Overview of training, opportunities and challenges for training, important concepts and
meanings
Strategic planning, OD, strategy, and training, developing an HRD strategy, focus on small
business

UNIT II Learning, Motivation and Performance (4 Hrs)
Level of Knowledge Conceptual, Higher understanding and application
Understanding motivation and performance, understanding learning, social learning theory,
aligning training design with learning process, motivation to learn, training that motivates
adults to learn.

UNIT III Need Analysis and Training Design (8 Hrs)
Level of Knowledge Higher understanding and application
Why conduct a TNA? When to conduct a TNA?, the TNA model, where to look for
organizational gaps, the framework for conducting a TNA, output of TNA, approaches to
TNA, TNA and design
Organizational constraints, developing objectives, why use training objectives? Facilitation of
learning: focus on the trainee, Facilitation of learning: focus on training design, Facilitation of
transfer: focus on training, Facilitation of transfer: focus on organizational intervention, design
theory and outcomes of design

UNIT IV Training Methods: Traditional and Computer Based (8 Hrs)
Matching outcomes with methods, lectures and demonstrations, games and simulations, on-the-
job training, audiovisual enhancements to training
Overview of computer based training (CBT), computer-based training methods

UNIT V Development and Implementation of Training and Evaluation of Training
(8 Hrs)

95
Instructional strategy, materials and equipment, manuals, facilities, trainer, alternatives to
development, Implementation ideas for training, Implementation ideas for trainer, dry run, pilot
program, transfer of training
Rationale for evaluation, resistance to training evaluation, why must we evaluate, types of
evaluation data collected process data and outcome data, models of evaluation, evaluation
beyond learning

UNIT VI Key Areas of organizational Training and Management Development (8 Hrs)
Overview, orientation training, diversity training, sexual harassment training, team training,
other training programs and issues, the learning organization
Why focus on management development, approach to management development, general
overview of the managerial job, general characteristics of managers, integration: strategies and
management characteristics, management development implications, sources of
knowledge/skill acquisition, training for executive level management
(40 Hours)
SKILL DEVELOPMENT
Design, deliver and evaluate a training module
Experiential learning through Case studies, group discussions, exercises, games, role-
plays & psychological instruments; small group interaction, group tasks and
presentations

PRESCRIBED TEXT
Blanchard, P. N, and Thacker, J. W, Effective Training: Systems, Strategies, and Practices, II
Edition, Pearson Education, 2009.

REFERENCE BOOKS
Truelove, S. Training and Development: Theory and Practice, Jaico Publishing House, 2009
Mcgrath, E. H. Training for Life and Leadership in Industry, Prentice Hall of India Pvt Ltd,
2008.
Noe, A. R. Employee Training and Development, The McGraw-Hill Companies, 2008.
Janakiram, B Training & Development, Biztantra innovations in management, Dreamtech
press, 2007
Anderson, A.H Training in Practice: Successful implementation of plans, Infinity Books, 2000.
Phillips, J. J Handbook of Training Evaluation and measurement methods, Jaico Publishing
House, 2004.
Sahu, R. K Training for Development: All you need to know, Excel Books, 2005
Irwin L Goldstain, L. I and Ford, J. K Training in Organization: Needs Assessment,
Development, and Evaluation, 4/E Thomson Learning, 2002

EXTERNAL EXPERTS
1. Dr. Subhash Sharma 3. Kevin Samuel
Dean, Indian Business Academy Director greenshoots
2. Dr. Vivekanand 4. Alok Chatterjee
Faculty, Icfai Business School CEO - Moss and Hue

OP 3 - PROJECT MANAGEMENT
MBA 479 2 Credits

DESCRIPTION

96

This paper is offered as a operation elective in the fourth semester. It develops an project
management mindset and prepares students for careers in the areas project management.
Students opting for this elective specialize in the various aspects of project management;
defining scope ,project estimation and costing ,project quality management ,project network
management and risk management.

LEARNING OBJECTIVES

To develop in students a project management mindset and prepare them for careers in
the areas of project management
To enable the students acquire an understanding of the concept and meaning of project,
and project management techniques.
To enable the students to assess and understand project selection process, the risk
associated with projects and team management.

UNIT - I PROJECT MANAGEMENT FRAMEWORK (3 Hrs)
Definition of project, need for project management, Project life cycle, project stake holders

UNIT - II PROJECT MANAGEMENT SCOPE (4 Hrs)
Defining project scope, Establishing project priorities, Work break down structure, Process
breakdown structure, Responsibility matrices.

UNIT - III ESTIMATING PROJECT TIME, COST AND SELECTION (6 Hrs)
Factors influencing the quality of estimates, estimating guidelines for times, costs and
resources, Macro and micro estimating, methods for estimating, level of detail, developing
budgets, types of costs, refining estimates and contingency fund, selection of project.

UNIT - IV PROJECT QUALITY MANAGEMENT (3 Hrs)
Concept of quality in projects, Processes of project quality management-Quality planning, cost
of quality, quality assurance, project close out and continuous improvement, quality control.

UNIT - V PROJECT NETWORK ANALYSYS (8 Hrs)

Critical path method, GANTT CHART, Project Evaluation and review technique, crashing of
project work, problems

UNIT -VI PROJECT RISK MANAGEMENT (3 Hrs)
Risk concept, Risk identification, Risk assessment, risk response development, contingency
planning , contingency funding and time buffers, risk response control, change control
management.

UNIT - VII MANAGING PROJECT TEAMS (3 Hrs)

97
five stage team development model, situational factors affecting team, building high
performance project teams, managing virtual project teams, Project progress & performance
measurement and evaluation-Structure of a project monitoring information system, project
control process, monitoring time performance, need for an integrated information system,
Progress monitoring indexes.
[Total 30 hours]
Skill Development
1. Practical cases from experts in the field of project management.
2. Practical problems in evaluation of different projects.
3. Case studies
4. Presentations on mega project case analysis.
5. Presentations on latest trends in project management.
Prescribed Texts
1. Clifford F. Gray & Erik W. Larson, Project Management. Tata Mc Graw Hill .
2. Jack R Meredith, Samuel J. Mantel , Project Management- a managerial
approach ,John Wiley

References

1. John M. Nicholas & Herman Steyn, Project Management for business, engineering and
technology PHI publications
2. R. Paneerselvam , Operations Research ,PHI publications.

External Experts

1.Mr.Sivanandam 2. Prof.Krishna Prasad
Professor & ex-D.G.M B.E.L H.O.D. Dept. of M.B.A.
Visiting Faculty B.I.T , Bangalore.

3. Prof.Jishnu Hazra
IIM Bangalore

M 4 - RURAL MARKETING
MBA 470 2 Credits

DESCRIPTION


98
This paper is offered as a marketing elective in the fourth semester. It develops a rural
marketing perspective and prepares students for careers in the areas of rural marketing.
Students opting for this elective specialize in the various aspects of rural marketing the rural
environment, scope, consumer behavior, marketing process ,activities and strategies.

LEARNING OBJECTIVES

To increase students in-depth understanding of the dynamic process of interaction between
rural and urban markets.

To enhance students understanding of how and why the marketing of consumer durables is
different from that of FMCGs

To familiarize students towards different marketing strategies that can be adopted by
companies / banks for effectively tapping rural market potential

Level of Knowledge Basic & Conceptual
Marketing Management perspective in relation to Rural Market, Rural market environment

UNIT II RURAL-URBAN COMPARISON (3 Hrs)
Rural-urban disparities, Diagnosis of failure, Policy inventions, the rural economic structure-
Farm and non farm sector.

UNIT III NATURE AND ATTRACTIVENESS OF RURAL MARKETS (4 Hrs)

Concept, scope and nature of rural market, taxonomy of rural market, attractiveness of rural
market, value added rural marketing

UNIT IV RURAL CONSUMER BEHAVIOUR (5 Hrs)
Level of Knowledge Conceptual & Working Knowledge
Consumer behaviour, models, buyers characteristics, buying decision process, buying
behaviour patterns, buying evaluation procedure, brand loyalty, innovation adoption.

UNIT V RURAL MARKET RESEARCH (4Hrs)
Level of Knowledge Application & Concept

MIS: Concepts, significance, internal reporting system, Market research system, decision
support system, new research tools, Urban Vs rural market research, rural research business.

UNIT VI SEGMENTATION,TARGETING AND POSITIONING (3 Hrs)
Level of Knowledge Concept & Working Knowledge
Segmentation, degree of segmentation, base of segmentation, targeting and positioning


99
UNIT VII STRATEGIES (5Hrs)
Level of Knowledge Application & Concept
Strategies: Product, pricing, promotion and distribution.

UNIT VII FUTURE OF RURAL MARKETING (3Hrs)
Level of Knowledge Concept
The future of Rural Marketing:
Introduction, Rural Vertical, Retail and IT Models, Rural Managers, Glamorize
Rural Marketing, Public-Private Partnership, e-Rural Marketing
(Total 30 Hrs)
Skill Development
The course will use a combination of approaches such as-
1.Lectures,
2.Case studies,
3.Marketing games & simulations.
4.Participatory approach from students will facilitate active learning through class
presentations and exercises.

Prescribed Text
1. Kashyap Pradeep, Raut Siddhartha, The Rural Marketing - Biztantra Edition,
2008

References
1.Krishnamacharyulu GSK, Rural Marketing Text and Cases, Pearson Education, 2007
2.Velayudhan Sanal Kumar, Rural Marketing, New Delhi, Sage Publications , 2008
3.Dogra Balram, Ghuman Karminder, Rural Marketing- Concepts and Practices, New
Delhi, Tata Mc Graw Hill, 2008
4. Swamy T.P.Gopal, Rural Marketing, Vikas Publishing House , 2nd edition

PROJECT APPRAISAL AND FINANCE
MBA 471 2 credits

DESCRIPTION
This course is designed to provide exposure on how a project deal can be organized from
Industrial, Legal and Financial standpoints and the alternatives for funding it.

100

LEARNING OBJECTIVES

To familiarize students with issues related to the design, organization, and funding of
complex projects.

UNIT I INTRODUCTION TO THE THEORY AND PRACTICE OF PROJECT
FINANCE
Level of knowledge: Conceptual and basic (2 Hrs)
Meaning of the term project finance; Why project finance is used by sponsoring firms; Main
categories of project sponsors; Basic terminology of project finance; Theory of project finance.

UNIT II THE MARKET FOR PROJECT FINANCE: APPLICATIONS AND
SECTORS
Level of knowledge: Conceptual and basic (2 Hrs)
Evolution of project finance and market segments; The global project finance market; The
domestic project finance market.

UNIT III PROJECT CHARACTERISTICS, RISK ANALYSIS AND RISK
MANAGEMENT
Level of knowledge: Conceptual and working (4 Hrs)
Identifying project risks; Risk allocation with contracts stipulated by the SPV; Summary of the
Risk management process.

UNIT IV THE ROLE OF ADVISORS IN A PROJECT FINANCE DEAL
Level of knowledge: Working (4 Hrs)
The role of Legal advisors in project finance deals; The role of Independent Engineer in project
finance deals; Role of Insurance Advisors and Insurance Companies in project finance deals.

UNIT V VALUING THE PROJECT AND PROJECT CASH FLOW ANALYSIS
Analysis of operating cash flows and their behavior in different project life-cycle phases;
Defining the optimal capital structure for the deal; Financial viability and the Cover ratios used
to measure it; Sensitivity Analysis and Scenario Analysis.

UNIT VI FINANCING THE DEAL
Level of knowledge: Working (4 Hrs)
Financial intermediaries involved in project finance; Funding options: Equity; Mezzanine
financing, Subordinated debt and Senior debt; Project leasing; Project bonds.

UNIT VII LEGAL ASPECTS OF PROJECT FINANCE
Special characteristics of a project company; Contract structure of the deal.

UNIT VIII THE BASEL CAPITAL ACCORD
Level of knowledge: Conceptual (4 Hrs)
The Basel committees position on Structured finance transactions (Specialized lending - SL);
Basel committees position on risk relating to SL

[Total 30 Hours]

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Skill Development
1. Practical understanding of issues related to funding large projects
2. Solving Case studies
3. Understanding the various implications of large on-going projects.

Prescribed Text:

Project Finance in Theory and Practice - Designing, Structuring and Financing Private and
Public Projects - Edition 2008 (Indian) - Stefano Gatti - Academic Press - An imprint of
Elsevier.

Reference Books:

1. Fabozzi, F., and Nevitt, P.K (2006) Project financing (7
th
edition). London: Euromoney
2. Yescombe, E.r. (2002). Principles of project finance. San Diego, CA: Academic Press,
2002
3. Scott Hoffman (2007) The Law and Business of International Project Finance - 3
rd
Edition
- Cambridge Univ. Press
4. D P Sarda Govind Prakashan Handbook on Project appraisal and follow-up - A practical
guide
5. Prasanna Chandra, Projects - Planning, Analysis, Selection, Financing, Implementation and
Review CFM -TMH Professional series in finance

H 4 - LABOUR LAW I (ADMINISTRATIVE LAWS)
MBA 472 2 Credits

DESCRIPTION
The course is offered as a human resource elective in the second year. The paper helps the
students to understand the legal aspect of the Human resources in the organization. The paper

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develops the awareness about the various acts and legal compliances required for smooth
functioning of the organization.

LEARNING OBJECTIVES
To make the students aware of
The employers obligations under the statutes
The employee/workers rights under the Acts
Consequences of non compliance of the statutes in business scenario
The powers of the government/authorities under the Act

UNIT - I FACTORIES ACT (4 Hrs)
Factories Act 1948 (Employers obligations on working hours, welfare, leave & safety)

UNIT - II SHOP AND ESTABLISHMENT ACT (4 Hrs)
Level of Knowledge Conceptual knowledge
Karnataka Shops & Establishment Act And Plantations Act 1951, (Employers obligations on
working hours, welfare & leave)

UNIT - III CONTRACT LABOUR ACT (4 Hrs)
Contract Labour (R&A) Act 1970 (Employers obligations on engagement of contract labour
and outsourced employees

UNIT - IV WAGE LEGISLATION (7Hrs)
Wage Legislations (Employers obligations under Payment of Wages Act 1936, Payment of
Bonus Act 1965, Minimum Wages Act 1948, State Festival Holidays Act)

UNIT - V ENVIRONMENT PROTECTION ACT 1986 (4 Hrs)
Environment Protection Act 1986 (Obligations of Employers and Role of the Government
Agencies)

UNIT - VI MISCELLANEOUS LABOUR ACTS (4 Hrs)
Miscellaneous Labour Acts (Employers obligations under Apprentices Act 1961 &
Employment Exchanges Act 1959)

UNIT - VII REGISTER MAINTENANCE (3 Hrs)
Maintenance of Registers & Submissions of Returns

[Total 30 hours]
SKILL DEVELOPMENT
Practical court cases and discussion.
Case studies

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Presentations on Labour law news updates.

PRESCRIBED TEXT
1.Singh, B. D, Labour laws for managers, Excel Books, First Edition, 2007.

REFERENCE BOOKS
1. Sreenivasan M.R, Industrial Relations & Labour Legislations, Magrham Publications,2003
2. Venkata Ratnam C.S., Industrial Relations, Oxford Publications,2004
3. Malik P.L., Industrial Law, Vol I & II, Eastern Book Company Publications,2003

EXTERNAL EXPERTS

1. Prof. H.A.C. Poppen 3. N.P.Manjunatha
Consultant,Bangalore Consultant ,Bangalore

2. Prof. Dr. Sreenivasan
Consultant , Bangalore

OP 4 BUSINESS INTELLIGENCE
MBA 480 2 Credits

Objectives
The course offers a fundamental framework for Data Warehousing and Data Mining
in an organization.
The student shall, through individual work and through projects and co-working
with businesses and other student groups, develop her analytical ability.

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The practical projects shall also work as base for theoretical reflection around, the
above mentioned, themes, and give understanding for learning in action.
Teaching will consist of seminar exercises, tutoring and projects. A big part of the
projects and exercises are planned by the teacher and are universal for all students.
The students shall, during the course, also initiate and operate individual projects.
It identifies the various information systems solution for vertical and horizontal
workflow of business operations.
It provides and opportunity for managers to plan, analyze and design information
system solutions for various functionalities of the organization

Pedagogy:
1) Class lectures concerned to relevant Unit topics
2) Case studies on Functional and Cross Functional data warehouse concepts.
Student presentation and classroom discussions on use of a Data Warehousing and Data
Mining

Unit Topics:-

UNIT I:- Concept of Data Warehousing and Datamining (4 Hrs)
Data Warehouse Definition and characteristics, Operational and Informational data Stores,
Data Warehouse Components, The Need for Data Warehousing, Data Warehouse Applications.
Overview of Client server Architecture, Multiprocessor System, Relational Database
technology for Data Warehouse, Database Architecture for parallel processing,
Multidimentional data model, Implementation

UNIT II:- Data Mining-Classification and prediction (5 Hrs)
Data Mining measuring data Mining, Embedding Data mining into business process, Discover
vs. prediction, over fitting. Issues regarding predictions, Classification by decision tree
induction, rule based classification, Classification by backpropogation, Associative
classifications

UNIT III:- Setting up a Data Mining Environment (4 Hrs)
What is Data Mining Environment, Building up core competency, New Line Business and data
mining Skills, Requirements for advanced Data mining requirement, Building effective
predictive model

UNIT IV:- Data Mining Methodology and Best Practices (5 Hrs)
Why a methodology?, Cluster analysis, Discriminent analysis, Hypothesis testing, Model,
Profiling and prediction, Methodology, Decision Trees i.e., growth, pruning, Extracting rules
and refinement, Decision tree in practice

UNIT V:- Cluster Analysis (5 Hrs)
What is cluster analysis, Types of data, Major clustering methods-Hierarchial, Density Based,
Grid based, Model based, high dimentional, and constrains in clustering


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UNIT VI:- Data Mining Applications (5 Hrs)
The business problem, approach and data Mining Methodology for the problem, Building the
Model, Bringing a solution to the problem, Data Mining Applications in Management areas
i.e., Customer Relationship management, Improving Manufacturing Process, Controlling
waste.

UNIT VII:- Applications and trends in Data Mining (4 Hrs)
Latest Data mining- Applications, systems products, research prototypes, Data
visualization principles Parallel co-ordinates, visualization of Trees, Additional themes
on data mining, Trends in data mining.

Prescribed Books:
1. Mastering Data Mining by Michael J.A. Berry, Gordon S. Linoff Publisher: Wiley Second
Edition
2. Data Mining-Concepts and techniques by Jiawei Han and Micheline Kamber,
Publishers: Morgan Kaufmann
Recommended Books:
1. Data Warehousing and data mining by Alex Berson, Stephen J Smith Publisher: Wiley
Second Edition

M 5 - INTERNATIONAL MARKETING
MBA 473 2 Credits

DESCRIPTION
This paper is offered as a marketing elective in the fourth trimester. Students learn various
aspects of International Marketing in terms of concepts, operations, opportunities and
challenges.

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LEARNING OBJECTIVES
To make students understand the different dimensions of International Marketing and
inculcate the spirit of International marketing in students.

UNIT -I INTRODUCTION (3 Hrs)
International marketing defined; challenges and benefits of international marketing; domestic
marketing v/s international marketing; Reasons for going global-driving restraining and
underlying forces of International Marketing; development of domestic to transnational
corporations; major participants in international marketing.

An overview of international trade; theories of international trade; balance of trade, balance of
payments and foreign exchange; protection and trade restrictions; economic integration as a
means of promoting international trade and its economic and marketing implications.

UNIT-II GLOBAL MARKETING ENVIRONMENT (3 Hrs)
Level of Knowledge- Working Knowledge

Social, cultural, legal, economic, political, financial, technological and other environmental
factors of global environment.
Information technology and changing nature of competition; Impact of electronic
communication, areas of operation and modalities of internet; world trade operations through
computers.
International agencies involved in international trade IMF, EU, EFTA, LAFTA, NAFTA,
ASEAN, SAARC, WTO & URUGUAY ROUND, UNCTAD.

UNIT -III ANALYZING GLOBAL MARKET OPPORTUNITIES AND
DEVELOPING DEVELOPING GLOBAL MARKETING STRATEGIES (9 Hrs)

Developing global vision through marketing research; breadth and scope of international
marketing research; the research process; problems encountered; international marketing
information system and marketing intelligence.
Emerging markets; marketing and economic development; marketing in a developing country;
developing countries as emerging markets; global marketing plans.
Screening international marketing opportunities; techniques of market selection decisions;
grouping international markets; growth of formal market groups.
International buyers; purchase decision process; analysing the international buyers.
Reasons for internationalization; determining geographic concentration; country selection;
market entry modes decisions; geographic expansion strategies; global strategies.
Competitive strategies for global marketing.
Global segmentation; targeting and positioning strategies; strategies for creating competitive
advantage-global strategic partnerships.

UNIT-IV GLOBAL MARKETING MIX (7 Hrs)

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International product decisions:
Product extension and adoption; new product development; product standardization v/s product
adoption; global branding strategies; global marketing of industrial products and services.
International Pricing decisions:
Pricing strategies & Policies; price escalation; leasing in international markets; counter-trade as
a pricing tool; global pricing; transfer pricing.
International promotion decisions:
Global advertising; creative challenges; global media decisions; advertising agency; sales
promotion; personal selling and sales management.
International distribution decisions:- Channel structure; distribution patterns; choice of
channels and channel members; logistics management-supply & demand.

UNIT-V GLOBALE-MARKETING AND MANAGING AND MANAGING GLOBAL
MARKETING EFFORT (3 Hrs)

The death of distance; Targeting the individual customer- beyond segmentation, Living in the
age of technological discontinuities; New technologies change the rules of competition;
components of the electronic value chain. Negotiating with international customers, partners
and regulators. Leadership, Organizing and monitoring the global marketing effort leadership,
patterns of international organizational development, structuring for global brands, global
marketing audit. The future of Global Marketing.

UNIT- VI INTERNATIONAL MARKETING INDIAN PERSPECTIVE (5 Hrs)

Indian foreign trade in the era of globalisation; determination of exports and imports; major
exports; export product country matrix; major imports; direction of trade; balance of payment
of India; problems & prospects of Indias foreign trade sector.

Foreign trade policy; economic policy liberalizations; Export-Import policyan evaluation of
policy; regulation & promotion of foreign trade and latest policy guidelines.

Organizational setup for export promotion; product assistance; marketing assistance; import
facilities for exporters; EOUS AND EPZS; export houses and trading houses an evaluation,
export pricing and export finance.
Export procedure and documentation-Preliminaries; inquiry and offer; confirmation of offer;
export license; finance, production / procurement of goods, shipping space, packing and
marking, quality control and pre-shipment inspection, excise clearance, customs
formalities, exchange control formalities, insurance, shipping the goods, negotiation of
documents, standardized and aligned pre-shipment documents, documents related to
goods and shipment

[Total 30 Hours]
Skill Development

1. Analyzing cases.
2. Class presentations and discussions.

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3. Interaction with exporters.
Prescribed Text
Cateora, Philip R., Graham John L. and Salwan, P. International Marketing.
New Delhi: Tata-McGraw-Hill, 2008.

References
Keegan, Warren J. Global Marketing. New Delhi: Pearson Education, 2008.

1. Cherunilam, F. International Business. New Delhi: Prentice-Hall, 2006.

External Experts

1. Dr. Erasi, 2. Dr. Sanjeevaiah,
Professor, Professor,
Post Graduate Department of Commerce, Post Graduate Department of Commerce
Bangalore University. Bangalore University.

F 5 - TAXATION-1
MBA 474 2 Credit
DESCRIPTION
To give the students knowledge of the principles of direct tax laws and the relevant rules and
principles emerging from leading cases To teach the students to apply the knowledge of the
provisions of laws to various situations in corporate practice

LEARNING OBJECTIVES
To understand the fundamentals of direct taxation;
To create an awareness of the importance and usefulness of the direct tax planning;

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To develop an understanding of direct taxation and the principles and concepts
underlying them;
To lay foundation for developing the skills to interpret Income Tax Act 1961;
To understand and proper presentation of complicated taxation provision through case
study.
To review the transfer pricing, DTAA and Advance Ruling.
To understand the computation of taxation, available deduction and tax planning with
in law;
To lay foundation for developing the skills to appear before taxation authority.

UNIT- I INTRODUCTION TO TAXATION (4 Hrs)
Source of Income Tax laws and rate of taxation.
Important definition and Importance of residential status in Income tax
Total Income and its scope, meaning of income received and deemed to be received.
Meaning of Income accrues or arising and deemed to accrues and arising.
Income not included in total income.

UNIT II Incomes from Salary and House Property
Meaning of salary and basis of charge
Place of accrual of salary and arrears of salary
Allowances, perquisites and leave salary
Deduction from salary and computation of salary
Income from house property: Basis of charge, deemed ownership and annual value
Net annual value, deductions, Unrealized rent and arrears of rent.

UNIT III INCOMES FROM BUSINESS OR PROFESSION
Meaning of Business and Business Income and basis of charge
Allowable deductions and not allowable deductions
Speculation Business
Computation of Business Income

UNIT IV INCOME FROM CAPITAL GAIN and OTHER SOURCES (4 Hrs)
Basis of charge, meaning of capital assets, Long term and Short term gain, meaning of transfer
and mode of transfer, Computation of Income from capital gain.
Income from other sources: Income chargeable under this head, deduction- allowable and not
allowable.

UNIT V CLUBBING OF INCOMES AND SET-OFF AND CARRY FORWARD
Clubbing provision and set-off and carry forward provision

UNIT VI COMPUTAION OF GROSS TOTAL INCOME AND DEDUCTION

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UNIT VII TAX AUTHORITIES, ASSESSMENT PROCEDURE, APPEALS AND
REVISION (4 Hrs)
Level of Knowledge -Working Knowledge
Filing of return, belated return and defective return.
Assessment procedure and appeal to CIT (A) and ITAT, HC and SC.

[Total 30 Hours]
SKILL DEVELOPMENT

PRESCRIBED TEXTS
1. Manoharan T.N, Direct Taxation, Snow-White Publication (2010)
2. Singhania V.K (2010), Direct Taxation, Taxman publication (2010)

REFERENCES
1. Ahuja Girish, Bharat Publications, New Delhi (2010).
2. Lal B.B Direct Taxation, Pearson Publications, New Delhi (2010)
3. Income Tax Report, Taxman publication (2010)
4. Chartered Accountant journal, ICAI, New Delhi
5. Bombay Chartered Accountant society journal, BCAS Mumbai.
6. www.manupatra.com

EXTERNAL EXPERTS
Bangalore
3. CA Vishwash Panjiar FCA 4. Suresh Sharma CPA
Senior Manager Controller - MIDC
Grant Thornton, Bangalore Bangalore

H 5 - INTERNATIONAL HUMAN RESOURCE MANAGEMENT
MBA 475 2 Credits

DESCRIPTION
The course is offered as a human resource elective in the second year. The globalization of
business is having a significant impact on human resource management. It is more imperative
than ever for organizations to engage in human resource management on an
international scale. Today's managers and business leaders confront decision problems in
various functional areas of HRM while working in different national and cultural environment.
Also, managers working in the corporate headquarters of MNEs have to deal with human
resource issues relating to PCNs, HCNs, and TCNs. This course will cover the management
issues which have implications on international HRM decisions including; cross-cultural
negotiations, international dimensions of leadership, motivation, team work, and

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communicating with people of different cultural environment. The major focus of the course
will be on international human resource management & development issues of recruitment and
selection, compensation and reward systems, training and development, performance appraisal,
expatriation, repatriation and career development.

LEARNING OBJECTIVES

1. To familiarize the students with the various concepts and issues relating to management
of human resources in international businesses.
2. To enable students to explore the challenges posed by rapid globalization of business,
understand and analyze human resource issues for making effective decisions in the
contemporary international business environment.
3. To review the theories, models and concepts developed in the areas of international
management, international organizational behavior, cross-cultural management, and
other emerging disciplines, and study their implications on international HRM
practices.
4. Application of the theories and concepts & there managerial implications

Level of Knowledge - Foundation & Basic knowledge.
Nature of International Human Resource Management (IHRM) approaches to HRM
differences between domestic HRM and IHRM.

UNIT II HRP & TRAINING & DEVELOPMENT (8 Hrs)
Level of Knowledge conceptual & application knowledge
Human resource planning in IHRM recruitment and selection issues in staff selection
selection of expatriates.
Training and development expatriate training developing international staff and
multinational teams.

UNIT III PERFORMANCE MANAGEMENT & COMPENSATION (8 Hrs)
Level of Knowledge - application knowledge
Performance management factors associated with individual performance and appraisal
Criteria used for performance appraisal of international employees appraisal of host country
nationals.
Compensation objectives of international compensation approaches of international
compensation.

UNIT IV EXPATRIATION & REPATRIATION (3 Hrs)
Level of Knowledge Understanding & applying
Expat failure causes for failure. Repatriation repatriation process.

UNIT V INTERNATIONAL LABOUR RELATIONS. (4 Hrs)
Level of Knowledge Creating an understanding & appropriate application.
Labour relations Key issues in international relations strategic choices before firms
strategic choices before unions union tactics.

UNIT VI THE INTERNATIONAL CONTEXT (3 Hrs)
Level of Knowledge - Skill development.
Managing people in an international context Japan Europe US.

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[Total 30 Hours]
SKILL DEVELOPMENT
5. Lecture sessions, case studies, assignments, role plays and class presentations.
6. Live projects to be undertaken in various MNCs
7. Interaction with expats in various organizations .

PRESCRIBED TEXT
1. Dowling Peter J., et al, International Human Resource Management, South Western
:Thomas Learning Publication, 2010

REFERENCE BOOKS:
1. Hill Charles W.L., International Business, McGraw Hill Publications,2010
2. Mendenhall, M. & Oddou, G. ,Readings and Cases in International Human Resource
Management ,South-Western College Publishing, 2009
3. Dennis R. Briscoe International Human Resource Management, Prentice Hall. 2009
4. Nancy Adler, International Dimensions of Organizational Behavior, South-Western
College Publishing, 2009
5. Michael Armstrong, Armstrongs Handbook of Human Resource Managemnt
Practice,Kogan page,11
th
edition,2009.
EXTERNAL EXPERTS:

4. Mr. V.Krishnan 4 Dr. K. Vijay Kumar,
Visiting Professor, Consultant & Trainer, H.R. Consultant & psycologist Director,
Indus Business J.P.Nagar
Basavangudi Bangalore

OP 5 SERVICE OPERATIONS MANAGEMENT
MBA 481 2 Credits

DESCRIPTION
This paper is offered as a subject in the fourth trimester for operation specialization. It
emphasis the importance of effective operation management in service industry Students
develop and specialize on the various approach to efficient working of service industry
OBJECTIVES
operations management in service industry
o To emphasize the importance of applying systems concept in analyzing service management related
problems.

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UNIT I INTRODUCTION TO SERVICE MANAGEMENT (4 Hrs)
The role of services in economy , The nature of services service classification , service
package
Distinctive characteristics of service operations ,Open system view of services ,The virtual
value chain ,Technology in service management Emergence of self service ,technology in
service encounter ,Automation in services ,internet services

UNIT II FORECASTING DEMAND FOR SERVICES (4 Hrs)
Subjective models Delphi method , cross impact analysis , Historical analogy .Causal
models-Regression models, econometric models ,Time series forecasting

UNIT III MANAGING CAPACITY AND DEMAND (4 Hrs)
Strategies of managing demand Segmenting demand , offering price incentives , promoting
off peak demand , developing complementary services .Strategies for managing capacity
work shift scheduling ,Yield management

UNIT IV MANAGING WAITING LINES AND QUEUEING MODELS (6 Hrs)
The Economics of waiting, psychology of waiting , Essential features of queuing systems
Analytical queuing models -Standard M/M/1 Model , Standard M/M/c model

UNIT V SERVICE SUPPLY RELATIONSHIPS (6 Hrs)
Managerial implications of bi directional relationships , Sources of value in service supply
relationships ,Outsourcing services ,Vehicle routing - Field service , Clark wright algorithm ,
vehicle routing with constraints and manual routing system

UNIT VI SERVICE QUALITY (3 Hrs)
Defining service quality Dimensions of service quality , gaps in service quality ,SERVQUAL
,Scope of service quality ,Walk through audit ,Service recovery , unconditional service
guarantee

UNIT VII GROWTH AND GLOBALISATION OF SERVICES (3 Hrs)
Domestic growth and expansion strategies- Focused service , Focused network , clustered
service diversified network , Franchising , Generic international strategies , Global service
strategies
[Total 30 Hours]
Skill Development
3. Group activities on service management
4. Case studies and numericals on operations of services

Prescribed Books:
1. Service management Operations, Strategy , Information technology James A
Fitzmmons ,Mona J Fitzmmons Tata Mc graw Hill edition 2006


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ENTREPRENEURSHIP
MBA 531 2 Credits

DESCRIPTION:
This is a core paper offered in the fifth trimester to students across all specializations. Students
learn various aspects of entrepreneurship in terms of concepts, operations, opportunities and
challenges.



116
To make students understand the different dimensions of entrepreneurship and to
inculcate the spirit of entrepreneurship in students.

UNIT I INTRODUCTION (3 Hrs )
Level of KnowledgeConceptual and Basic

Nature and importance of Entrepreneurs, Entrepreneurial decision making process, Role of
entrepreneurship in economic development.
Entrepreneurship- feelings, background and characteristics, motivation, role models and
support systems.
Intrapreneurship - Corporate versus Intrapreneurial culture, Climate for Intrapreneurship,
Establishment of Intrapreneurship in organisations.

UNIT II PLANNING (3 Hrs)

Entrepreneurial process - Identify and evaluate opportunities, developing business plan,
determine the resources required, project appraisal and feasibility plan.

UNIT III OPERATIONS (5 Hrs)

Creating and starting the venture- legal requirements, marketing strategies, financial plans and
staffing the venture.

UNIT- IV GROWTH (10 Hrs)

Managing growth and ending the venture. Preparing for the new venture launch, Management
decisions at early stage, managing early growth of the new venture. New venture expansion-
strategies and issues. Going public attractions to going public, ending the venture re-
organization, turnarounds, and liquidation.

UNIT- V CHALLENGES (3 Hrs)

Challenges faced by entrepreneurs - individuals - from family - from groups - from
community - from society

UNIT VI INTERNATIONAL PERSPECTIVE (3 Hrs)

International Entrepreneurship - International versus Domestic Entrepreneurship,
Entrepreneurial entry into International Business, Barriers to enter international trade,
Entrepreneurial partnering.


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UNIT VII INDIAN PERSPECTIVE (3 Hrs)

SSIs in India nature, role and growth, facilities available, problems, provisions for nursing
sick units.
[Total 30 Hours]
Skill Development

1. Analyzing cases.
3. Interacting with entrepreneurs.
4. Integrated approach linking specializations for entrepreneurship.

Core Text:

1. Hisrich, Robert D., Peters, Michael P. and Shepherd, Dean A. Entrepreneurship. New
Delhi. Tata-McGraw-Hill, 2007.

Reference Texts:

1. Kuratko, Donald F.& Hodgetts, Richard M. Entrepreneurship. New Delhi: Thomson,
2007.

2. Kaplan, Jack M. Patterns of Entrepreneurship. New Delhi: Thomson, 2007.

External Experts

2. Dr. Erasi, 2. Dr. Sanjeevaiah,
Post Graduate Department of Commerce, Post Graduate Department of
Bangalore University Commerce
Bangalore University.

BUSINESS ETHICS
MBA 532 2 Credits

COURSE DESCRIPTION:

The course is framed not to teach ethics, but instead to offer a foundation in ethical thought,
followed by a variety of perspectives on difficult ethical dilemmas. In taking decisions, an
individual may utilize the ethical values in legal or religious compliance and even in
maximizing profits. Improving the quality of business decisions and enhancing long-term
business success through understanding ethical dilemmas, moral philosophy, character
development, social responsibility, organizational culture, and special issues in a global
economy


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OBJECTIVES:

To understand the link between business ethics and social responsibility
To sensitize to the nature of ethical issues and ethical dilemmas in corporate world
To develop a capacity for ethical reasoning and to apply them in organizational
contexts.
To understand why business ethics initiatives are needed in both small and large
organizations

UNIT I BUSINESS ETHICS AND ITS VALUES (4 Hrs)
Level of Knowledge: Conceptual and basic understanding

Nature of business ethics and values. Sources of ethics-religion, philosophical systems, cultural
experience, legal system importance of ethics. Factors influencing business ethics
leadership, strategy and performance, environment, corporate culture, individual
characteristics.

UNIT II THEORIES OF BUSINESS ETHICS ( 6 Hrs)
Level of Knowledge: Understanding different approaches in Ethics

Theories of business ethics categorical imperative of Immanuel kant, conventional ethics of
Albert Z. Carr, the doctrine of the mean of Aristotle, the ends-means ethics of Machiavelli,
might equals- right approach of Marx, utilitarian ethics of staurt mill

Art of war of Sun Tzu, one minute monalist of Robert Soloman. Indianism and Indian
management foundations for value based management, illustrative ethical lessons from
Ancient texts for managerial ethics

UNIT III ETHICAL DILEMMAS AND DECISION MAKING (4 Hrs)
Level of Knowledge : Decision making analysis and case study
Ethical decision making difficulties in decision making dilemmas
Power and politics in organisations suggestions for ethical decision making

UNIT IV CODE OF ETHICS (4 Hrs)
Level of Knowledge: Managing and performing ethics in Business

Managing ethics codes of ethics, ethics committees, ethics hotlines, ethics training
programmes, laws enforcing ethical conduct.

UNIT V FUNCTIONAL AREAS OF MANAGEMENT AND ETHICS (6 Hrs)
Level of Knowledge: Conceptual, Presentations and application exercises

Ethics in HRM-Cash and incentive plans, performance appraisal, race and disability,
employment issues, privacy issues, restructuring and layoffs, wages empowerment of the
weakest and uniquest- sexual harassment
Ethics in marketing Process relative ethics(use of marketing strategies), product relative
ethics ( appropriateness of marketing certain products), competition relative ethics (pricing,
advertising, piracy, predatory.)

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Ethics in finance and accounting- investment decisions, disclosure norms, insider trading
norms disclosures in financial statements.

Ethics in production and operations management worker safety, product safety, quality
environment, closing facilities, workers rights quality of materials treatment of workers

UNIT VI ETHICS IN BUSINESS DISCIPLINE (6 Hrs)
Level of Knowledge: Conceptual and analysis

Ethics in global business ethical principles governing global business (Model Business
principles by US department of Commerce, The Caux Principles, International codes), ethics
relation to adapting host countries culture and norms, issues relating negotiators and gift
giving, providing access to less developed countries, avoiding sanctions, protection of
intellectual properties.
National differences in business ethics, pressures for ethical convergence, ethical principles
governing global business.
[Total 30 Hours]
Skill Development:

1. Practical issues in the Functional areas of Business Management and Ethics
2. Case studies
3. Group presentations

Core Text:
1. Hartman Laura P., Perspectives in Business Ethics, McGraw-Hill International
Publications

Reference Texts:
1. Steiner George A and Steiner John F., Business, Government and Society, McGraw-
Hill International Publications
2. Chakraborthy S.K. Ethics in Management: Vedantic Perspective Oxford Univ. Press
3. Ghandhi M.K., My Experiments with Truth, Ahmedabad: Navjeevan Publishing House
4. Sharma Subhash, Management in New Age: Western Windows Eastern Doors, New
Delhi : New Age International Publishing

External Experts:

1. Dr. Vishwanath N.S.
Director
Bhavan-Marshall Institute of Management

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Bangalore.

2. Dr. Subhash Sharma
Director
Banagalore.

3. Mr. Girinarayanan
Director HR
Lineage Power
Bangalore.

E-BUSINESS
MBA 533 2 Credits

Objectives
This paper will create in the student an understanding of conducting the marketing processes of
a business via the internet.

Pedagogy
class presentations.

UNIT I Concept of E-Business & Internet (5 Hrs)
Introduction to E- Commerce, advantages and limitations to E-Business,

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Value chains and managerial implications of E-Business,
The internet and the worldwide web, the Internet Protocol Suite, Internet architecture,
Internet service providers
(Enabling technologies of the worldwide web)

UNIT II EDI (4 Hrs)
Inter organizational Commerce and EDI, EDI implementation, VANs, mobile Commerce

UNIT III E-Payment (4 Hrs)
Electronic payment systems and the issues involved, Security issues and encryption

UNIT IV E-CRM/SCM (4Hrs)
E-CRM, E-SCM, E-Strategy

UNIT V On line Services: Technology & Applications (5 Hrs)
Overview, Definition of online services, History of On-Line services, The On-Line Service Market:
Trends, On-line Service Industry Makeup, Technology trends, Profiles of Major Online Service providers.
(American Online, CompuServe Information Services, Prodigy, GEnie, Microsoft Network

UNIT VI Constructing and operating E- Business web portal (5 Hrs)
(Rave Kalakota-Pearson) (Albert Napier, Ollie Rivers-Thomson)
Trend driving E- Business architecture, problems with lack of integration, cross functional integrated
applications Startup and operational challenges, E-payment methods, outsourcing operations, E- Business
technologies. E-CRM, E-SCM, E-Strategy, Consumer oriented Electronic Commerce, Advertising and
Marketing on the Internet, Consumer Search and Resource Discovery

UNIT VII E-Security & Legal (3 Hrs)
Legal and ethical issues, legal infrastructure for E-Business in India
(The Information Technology Act, 2000) E-Security

Essential Text:
Prescribed Books:-
1. E-Business- Albert Napier, Ollie Rivers, Stuart Wagner & J.B Napier, Thomson
2. e_ business 2.0(Roadmap for success) Ravi Kalakota, Marcia Robinson, Pearson Education
Asia, 2001

Reference Books

1. Kalakota Ravi B. and Whinston Andrew B., Latest, Frontiers of Electronic Commerce,
USA: Addison Wesley Publications
2. Laudon Kenneth C, Traver Carol Guercio, E-Business- Business. Technology. Society, India:
Pearson Education, Fourth Edn
3. P T Joseph S J, , E-Business: An Indian Perspective, India: Prentice -Hall Of India Pvt.
Ltd. Publications, Fourth Edn
4. Schneider Gary P,, Electronic Commerce, USA: Thomson - Course Technology
Publications, Fifth Edn

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5. Bhasker Bharat, Electronic Commerce: Framework, Technologies and Applications, India: Tata-
McGraw Hill Co. Ltd. Publications, Thrid Edn
6. Schneir Bruce and Ferguson Neils, Practical Cryptography, Wiley- Dreamtech India Private Ltd.
Publications
7. Awad Elias M, Electronic Commerce, From vision to fulfillment, PHI Publications
Rayport Jeffrey F. and Jawoski Bernard J. - introduction to E-Business.

M 6 - CUSTOMER RELATIONSHIP MANAGEMENT
MBA 561 1 Credit

DESCRIPTION

This paper is offered as a marketing elective in the fifth trimester. It develops a customer
focused attitude and prepares students for careers in the areas of customer relationship
management. Students opting for this elective specialize in the various aspects of customer
relationships customer relationship philosophies, relationship process, models on providing
value and satisfaction etc. It stresses the importance of understanding, in an empathic way, the
needs, expectations and aspirations of customers as a basis for building a relationship, which
adds value to the customer whilst being at least potentially profitable to the services supplier.

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LEARNING OBJECTIVES

To develop in students a customer relationship attitude and prepare them for careers in
the areas of customer facing solutions.
customer relationship, the relationship process and various models of value and
satisfaction.
To enhance students skills and knowledge in dealing effectively with a portfolio of
services customers in either a retail or business setting.
To develop knowledge of IT enabled CRM package.

UNIT I Concepts and Context of CRM ( 3 Hrs)

What is CRM: Definition and Concepts. The importance of effective CRM strategies as an
integral part of effective services marketing strategies for retail and business customers.
CRM as part of a customer service quality strategy. The business environment of CRM: legal,
ethical, economic, competitive and social. CRM in other business sectors e.g. retailing (home
shopping, loyalty card)

UNIT II Understanding Customers (3 Hrs)
Level of Knowledge Conceptual & Practical
Creating a customer profile, Understanding segmentation tools : Recency, Frequency,
Monetary. Life Time Value, Retail and business customer profiling. Relationship life cycles.

UNIT III Information Gathering Collation, Analysis and Evaluation ( 2 Hrs)
Using internal information sources: Using customer data , Data warehousing and data mining,
Identifying cost effective external information sources: Published data Using the Internet
Market research,
Analysis and evaluation of information: Identifying business opportunities. Preparing
proposals for customers. Evaluating portfolio profitability and setting priorities.

UNIT IV Managing Customer Relationships (4 Hrs)
Understanding and managing customer expectations. Developing customer confidence.
Building relationships by adding value to customers cost effectively. Planning and making
persuasive presentations. Managing customer contact strategies: Dealing with difficult
situations: Imparting bad news Closing accounts Exit strategies

UNIT V Developing CRM strategy (3 Hrs)
The role of CRM in business strategy. Understanding service quality: Technical quality:
product knowledge Functional quality Determinants of service quality, Managing customer
communications. Planning and managing CRM projects. Target setting.
5.6 Measuring performance CRM: Setting standards Customer satisfaction Portfolio
profitability
[Total 15 Hours]

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Skill Development
Group presentations on various CRM initiatives from diverse business sector
Case studies
Presentations on CRM news updates

Prescribed Text:
Buttle Francis, Customer Relationship Management, Concepts & Tools, Elsevier Publications
2009

Reference Book:

1. WIncaid Judith, Customer relationship management, Pearson Education Publications
2. Sheth Jagdish N. & Shainesh G. , Customer relationship management - Emerging
concepts, tools & Applications, Tata McGraw Hill Publications
3. Freeland John G., The Ultimate CRM Handbook, Tata McGraw Hill Publications
4. Kumar Alok, Sinha Chabbi, Sharma Rakesh, Customer relationship management -
concepts & Applications, Biztantra Publications
5. Knox Simon, Maklan Stan, Payne Adrian, Customer relationship management -
perspectives from the market place, Butterworth- Heineman Publications

INTERNET SITE
www.crmguru.com
www.crmtutorial.com
www.crm2day.com
Blog
crmbloger.com crmblog.org

M6 - INNOVATION MANAGEMENT
MBA 561 1 Credit

DESCRIPTION

This paper is offered as a marketing elective in the fifth trimester.
Successful Innovation management is the key to competitive growth and profit rests on
disciplined management of the innovative process. Course allows, students to uncover
visionary new business opportunities by applying innovative thinking to the organizations
business model, not restricted to its products or inventions. Course to cover various phases
from discovery team, to the exploration of new insights and the creation of a new strategic
road map.

LEARNING OBJECTIVES

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. To develop application of innovation concepts, process to real-life problems.
. To emphasize the link between new ideas, economic justification and continued
profits.
. Focus on importance of planning innovation (strategy, R&D management) and
implementation for successful exploitation of Innovation.

UNIT I Concepts and Context of Innovation (3 Hrs)
Innovation : Introduction, Types of Innovation, Technological change

UNIT II: Components of Innovation (2 Hrs)
Theories of Innovation, Sources of Innovation, The process of innovation, Intellectual
property.

UNIT III: Managing Innovation (4 Hrs)
Technology strategy, Funding Innovation, Four S factors, Cash curves and Return on
Innovation (ROI), Organizing for Innovation.
UNIT IV: Fostering Innovation (3 Hrs)
Innovation Policy & Innovation Clusters
UNIT V: National Innovation Systems (3 Hrs)
The public nature of Innovation, Governance, Institutions
[Total 15 Hours]

Skill Development
1. Group presentations on various Innovation initiatives from diverse business sector
2. Case studies
3. Presentations on Innovation news updates

Prescribed Text:
Afuah Allan, Innovation Management, Oxford Publications
Ettlie, Managing Innovation, Elsevier Publications

Reference Book
1. Prahalad CK, The new age of Innovation, Tata-McGraw-Hill Publications

126
2. Shlomo and Dr Sheshadri ,Innovation Management ,Response Books
3.Jhonston Robert E., The power of Strategy Innovation, PHI Publications

Websites: www.historyhouse.com,www.guardian.co.uk,www.cio.co.au,www.themeit.com,

F6- MERGERS, ACQUISITIONS AND RESTRUCTURING
MBA 562 2 Credits
MERGERS, ACQUISITIONS AND RESTRUCTURING
DESCRIPTION
This course is offered as a finance elective in the 5th semester. Business managers, financial
analysts, M&A and business strategy consultants have one thing in common: they should be
able understand the fundamental concepts of finance and accounting to undertake sophisticated
business transactions. The mission of this course is to survey the drivers of success in mergers
and acquisitions (M&A) and develop your skills in the design and evaluation of these
transactionsthereby the course complements a number of other courses in the Darden

127
curriculum and supports Dardens mission to better society by developing leaders in the
world of practical affairs. While the main focus will be on M&A transactions, the course will
also look into situations of financial distress, restructuring, and bankruptcy. The course
integrates finance with financial statement analysis to teach students to apply the knowledge
from both areas in situations that involve complex business transactions like mergers and
acquisitions.
LEARNING OBJECTIVES
To expose the students to the criticality of emerging field of Mergers, Acquisitions and
Corporate restructuring through
o Master the language and processes of M&A
o Identify M&A issues worth attention.
o Analyze an M&A transaction rigorously.
o Develop a concept, design a deal, and present a proposal for an M&A
transaction.
o Form an opinion about a proposed deal.
To provide the students with orientation of modalities to procedural perspectives of the
M&A issues including the regulatory compliances, RBI and SEBI guidelines, other
legal aspects, accounting and the financial aspects.
To provide be followed by cohesive and coherent understating of the HR and the
Strategy issues based on Case study methodology.
To provide students with opportunity (ies) of interacting with experts in the area for
soliciting solutions to their present and potential business concerns.
To provide a platform to the entrepreneurs, corporate managers to think and exchange.
UNIT -I OVERVIEW OF CORPORATE RESTRUCTURING (4 Hrs)
Introduction Forms of Corporate Restructuring Expansion Mergers and Acquisitions Tender
Offers - Joint Ventures -Sell Offs - Spinoffs - Split offs - Split ups - Divestitures -Equity Carve
outs MLP Esops - Corporate Control Premium - Buybacks Standstill Agreements
Leveraged Buyout - Going Private Issue Raised by Restructuring - History of Merger
Movements.

UNIT II OVERVIEW OF MERGERS AND ACQUISITION (4 Hrs)
Merger Process: Five-stage model - Economic Rationale for Major Types of Mergers-
Horizontal Mergers - Vertical Mergers - Conglomerate Mergers - Concentric Mergers -
Framework for Analysis of Mergers Organization Learning and Organization Capital - The
Role of Industry Life Cycle Product Life Cycle and Merger Types.

UNIT III COST AND BENEFIT OF MERGER (4 Hrs)
Cost and benefit analysis of merger (mergers as a capital budgeting decision) - share exchange
ratio - Problems of Calculating Pre and Post merger performances.

UNIT IV THEORIES OF MERGERS (4 Hrs)
Theories of merger : Efficiency Theories - Differential Efficiency - Inefficient Management -
Operating Synergy - Pure Diversification - Financial Synergy - Strategic Realignment to

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Changing Environments Undervaluation - Information and Signaling - Agency Problems and
Managerialism - Hubris Hypothesis

UNIT V VALUATION (14 Hrs)
Level of Knowledge Conceptual & Working Knowledge
Valuation valuation approaches discounted cash flow valuation relative valuation Capital
Budgeting Definition and Measurement of Cash Flows Capital Budgeting Basis for Firm
Valuation Definitions for Valuation Analysis Application of Capital Budgeting Basis to
Four Period Case Free Cash Flow Basis for Valuation The No Growth Case Constant Growth
Supernormal Growth followed by No Growth Supernormal Growth followed by Constant
Growth Dividend Growth Valuation Model Comparisons of Valuation Models.
UNIT VI LEGAL AND CULTURAL ASPECTS IN MERGER (6 Hrs)
Organizational and human aspects managerial challenges of M & A - - Legal and regulatory
frame work of M & A provisions of companys act 1956 - Indian Income Tax act 1961 -
SEBI takeover code

UNIT VII TAKE OVER DEFENSES (4 Hrs)
Level of Knowledge Conceptual &Working Knowledge
Take over defenses financial defensive measures Coercive offers and defense anti-
takeover amendments poison pill defense
[Total 40 hours]
Skill Development
1. Group presentations on various options of merger financing.
2. Practical problems in appraisal techniques
3. Case studies
4. Presentations on merger news updates.
Prescribed Texts
1. Mergers & Acquisitions Weston, Fred. McGraw Hill 2001
2. The Complete Guide to Mergers and Acquisitions: Process Tools to Support M&A
Integration at Every Level, 2 nd edition Galpin, Timothy J. / Herndon, Mark.
JosseyBass 2007
3. Five Frogs on A Log: A CEO's Field Guide to Accelerating the Transition in Mergers,
Acquisitions, and Gut Wrenching Change, 1st edition Feldman, Mark L / Spratt,
Michael Frederick. New York: Harper Business 1999
References
1. Harvard business review on mergers and acquisitions Boston: Harvard Business School
Press 2001
2. Barbarians at The Gate: The Fall of RJR Nabisco, 1 st e Burrough, Bryan / Helyar,
John. New York: Harper & Row; 1990. xvi, 528 p., 32 p of plates ISBN: 0060161728.
Collins Business 2008

129
3. MergersWhat Can Go Wrong and How to Prevent it, 1st edition Gaughan, Patrick A.
Wiley Finance 2010
4. Damodaran on Valuation, 2 nd e Damodaran, Ashwath. John Wiley 2009
5. M&A and Corporate Restructuring, Gaughan, Patrick A. Wiley 2009
List of Case Study:
1. Oracle's Acquisition of Peoplesoft
2. The Adidas Reebok Merger
3. eBay's Acquisition of Skype: Will the 'Gamble' Work?
4. HP Compaq: A Failed Merger?
5. The Gucci LVMH Battle
6. The Polaris Orbitech Merger
7. Valuing Sify's Acquisition of Indiaworld
8. Holcim's Acquisitions in 2005
9. The Morgan Stanley Dean Witter Merger
10. Disney's Acquisition of Pixar
11. News Corp in 2005: Consolidating The DirecTV Acquisition
12. Tata Tetley: Managing the Tetley Acquisition
13. AT&T in 2005: Merging With SBC
14. RightNow Technologies (Harvard Business School Case)
15. Jet Airways' Attempted Acquisition of Air Sahara

H6- ORGANIZATIONAL CHANGE AND DEVELOPMENT
MBA 563 2 Credits

OVERVIEW
The course is offered as a human resource elective in the second year. This course introduces
students to the social science techniques and change interventions used to improve
organizational effectiveness and enhance the personal development of individuals. It focuses
on the philosophy, history, and evolving approaches associated with organizational change and
development, with special focus on initiating and managing change. Introduces methods used
to identify organizational problems, understand the underlying causes for these problems, and
collect information and data about the causes or problems, and present diagnostic results.


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LEARNING OBJECTIVES
1. Recognize an improvement in your ability to synthesize, articulate, and disseminate
information and knowledge concerning organizational change to others through
dialogue and critique.
2. Explain organizational change processes from multiple role perspectives
3. To learn approaches and strategies for managing organizational change
4. Describe and explain the steps involved to effectively manage organizational change in
a variety of contexts and settings.
5. Distinguish between different types and terminologies of organizational change.
6. Identify the type and significance of various drivers of organizational change and
identify the nature and significance of various impediments to organizational change
7. To learn to diagnose organizations and design OD interventions
8. To learn to evaluate the effectiveness of OD interventions.

UNIT I Overview of Organization Development (5 Hrs)
Definition, history, evolution of OD. Theories of planned change, general model of planned
change, types of planned change, critique of planned change, who is the OD practitioner?
Professional OD, values and ethics

UNIT II The Process of Organization Development (Part 1) (4 Hrs)
Entering and contracting, personal process issues in entering and contracting, Diagnosing
organizations, open-systems model, organization-level diagnosis, diagnosing groups and
jobs group level diagnosis, individual level diagnosis, collecting and analysing diagnostic
information- diagnostic relationship, methods for collecting data, and techniques for
analyzing data

UNIT III The Process of Organization Development (Part 2) (4 Hrs)
Feeding back diagnostic information, designing effective interventions how to design?
Overview of interventions, leading and managing change motivating change, developing
political support, envisioned future, managing transition and sustaining

UNIT IV Human Process Interventions (7 Hrs)
Interpersonal and group process approaches T-groups, process consultation, third party
interventions and team building.
Organization process approaches organization confrontation meeting, inter group
relations interventions, large group interventions, and grid OD

UNIT V Techno structural Interventions (8 Hrs)
Restructuring organizations structural design, groups process structure, downsizing, and
reengineering
Employee involvement What is it? Employee involvement practices, parallel structures,
high involvement organizations, high involvement, and TQM
Work design the engineering approach, the motivational approach, the socio technical
approach and designing work for technical and personal needs


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UNIT VI Human Resources Management Interventions (7 Hrs)
Performance management model of performance management, goal setting, performance
appraisal, and reward systems
Developing and assisting members career planning and development interventions,
resources planning and strategy, workforce diversity interventions, and employee wellness
interventions

UNIT VII Strategic Interventions (5 Hrs)
Organization and environment organization and environment framework, integrated
strategic change, transorganizational development and mergers and acquisitions
Organizational transformation characteristics of transformational change, culture change,
self-designing organization organizational learning and knowledge management
OD in global setting and future directions in OD

[Total 40 Hours]
SKILL DEVELOPMENT
Case studies, group discussions, exercises, games, role-plays & psychological
instruments will be adopted.
Assignments, small group interaction, group tasks and presentations will be made
compulsory.
Lectures and interactive discussions
Compulsory Individual project

PRESCRIBED TEXT
Cummings, T. G, and Worley, C. G, Organization Development and Change, South-Western
College Publishing, 2009.

REFERENCE BOOKS
1. French, W. L and Bell, C. H. Organization Development: Behavioural science
interventions for organizational improvement, Pearson Education, 2007
2. French, W. L., Bell, C. H., and Vohra, V. Organization Development: Behavioural science
interventions for organizational improvement, Dorling Kindersley (India) Pvt. Ltd, 2009.
3. Harvey, D and Brown, D. R. An Experiential approach to Organization Development,
Pearson Education, 7/e, 2004.
4. Kotter, J.P. (1996). Leading Change. Boston : Harvard Business School Press. ISBN # 0-
87584-747-1
5. Kavita Singh, Organization Change and Development, Excel Books, 2006.
6. Nilakant, V. and Ramnarayan, S. Change Management: Altering mindsets in a global
context, Response Books, 2006

EXTERNAL EXPERTS
1. Dr. Vivekanand
Faculty, Icfai Business School

2. Alok Chatterjee
CEO - Moss and Hue

3. Kevin Samuel

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Director greenshoots

Dean, Indian Business Academy

OP 6 - ADVANCED SUPPLY CHAIN MANAGEMENT
MBA 583 2 Credits

DESCRIPTION

This paper is offered as an operations specialization paper in the fifth trimester. The paper
emphasizes the role of supply chain management in enterprise productivity in terms of reduced
costs and improved profits. The paper addresses the issues in integrating the suppliers as well
as customers with the organization for synergistic value addition for every entity in supply
chain. The paper helps the students to look at the business from supply chain perspective, that
too in a dynamic environment.

LEARNING OBJECTIVES


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To make students appreciate the role of supply chain and logistics decisions.
To equip students with tools and techniques of supply chain management.

UNIT - I INTRODUCING SUPPLY CHAIN MANAGEMENT (4 Hrs)

Supply chain concepts and characteristics, discussions of logistics interface with micro
economy such as marketing, production and other functional areas and macro economy such as
global economic policies, understanding the Supply Chain - the changing business landscapes
driving forces.

UNIT - II PLANNING FOR MATERIALS (5 Hrs)

Demand forecasting, Role of aggregate planning, Planning strategies, MRP-- Introduction, Bill
of material- Material requirement planning process- MRP use- Problems. Economic order
quantity, variations of EOQ model, quantity discounts, use of EOQ when costs are unknown,
period order quantity, problems. Independent demand ordering system, ERP-Managing
predictable variability.

UNIT - III PROCUREMENT AND INVENTORY DECISIONS (5 Hrs)

Inbound logistics along the supply chain, Materials Management: Procurement and importance
of item and service purchased, Significance of Inventories in broader perspective, Inventories
in the organization, rationale for inventory, Classifying inventory, approaches to managing
inventory under conditions of certainty and uncertainty, Inventory at multiple locations and
determining optimal level of inventory, problems.

UNIT - IV WAREHOUSING DECISIONS (3 Hrs)

Role nature and importance of warehouse, Warehouse operations and design, Materials
handling and storage

UNIT - V TRANSPORTATION SYSTEM AND MANAGEMENT (5 Hrs)

Role of transportation in supply chain, Factors affecting transport decisions and selection
decision, Basic modes of transportation, Classification of carriers, Management strategy for
carriers shipments, Network design.


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UNIT VI SUPPLY CHAIN AND LOGISTICS INFORMATION SYSTEM (4 Hrs)

Use of information in a supply chain, Information system building process and role of E-
business in a supply chain, Positioning information in logistics, Obstacles to co-ordination in a
supply chain.

UNIT VII CURRENT ISSUES (4 Hrs)

Performance measurement and reporting; monitoring, controlling and directing. Challenges for
future; cycle reduction strategies, Inventory reduction strategies and E-Commerce strategies.
World class Supply Chain Management.

[Total 30 hours]
Skill Development
Students to study and present live SCM practices in selected organizations as a group exercise.

Text Books
1. Burt , Dobler and Starling, World Class Supply Management, Tata McGraw Hill
2. Coyle Bondi and Langely The management of Business Logistics a supply chain
perspective., Thomson South Western

Reference Books
3. Boversox and Closs, Logistical Management, Tata McGraw Hill
4. David J. Bloomberg, Stephen Lemay, Joe B. Hanna Joe B. Hanna , Logistics, P H I
5. Sunil Chopra, Chopra Supply Chain Management, Strategy, Planning & Operation,
Pearson
6. Jermy Shapiro, Modeling and Supply Chain, Duxbury Publication

M7- INTEGRATED MARKETING COMMUNICATION
MBA 564 2 Credits

DESCRIPTION

This paper is offered as a marketing elective in the fifth trimester. It gives an insight into
marketing communications and prepares students for careers in areas of advertising, branding,
etc. Students opting for this elective specialize in the various aspects of marketing
communications; events, sponsorships, sales promotions, direct marketing, etc.

LEARNING OBJECTIVES

To deliver to students an insight about the creative field in marketing communications
and prepare them for careers in the areas of marketing communications

135
To enable the students acquire an understanding of the concepts and meanings of
marketing communication strategies
To enable students get a feel of the creative industry and how it must be balanced by
adequate marketing support

UNIT I THE FIELD OF ADVERTISING MANAGEMENT (3 Hrs)

The advertiser-Facilitating Institutions-Perspectives on Advertising.

Advertising Agencies
Functions, Types of Agencies, Agency-Client relationship-selection-Agency remuneration-
Indian Ad Agencies

UNIT II ADVERTISING PLANNING & DECISION MAKING (9 Hrs)
Marketing Strategy-The marketing plan-The advertising plan- Social, legal, global factors
Objective setting
Integrated Marketing Communications
Advertising and non-advertising elements of communication mix-meaning and organizing for
IMC
Setting goals and objectives
Sales as an objective-Operational objectives-Advertising response variables-the DAGMAR
approach
Determinants of Advertising Strategy

Advertising & Consumer Behaviour
Segmentation and Target Market
Developing segmentation Strategy, Target market selection, determining the positioning
strategy, Brand positioning, Repositioning -Consumer decision making process, Advertising
Strategy research

UNIT III MESSAGE STRATEGY (10 Hrs)
Attention and comprehension :Attention Recall Interpretation - Comprehension
Understanding benefit based attitudes Attitude levels-Identifying important attributes or
benefits- Segmentation using attitude structure
Associating feelings with the Brand Importance and intensity of feelings Transformational
advertising, Rossiter Percy Grid, Attitude toward the advertisement.
Brand Equity, Image and Personality :Brand equity, Brand Image, Brand personality
associations- Implementation of Personality strategy.
Group influence and Word of mouth Advertising
Nature and influence of reference groups-Information and Normative influences

Message Tactics- Creative Approaches
Rational and Emotional Approaches-Usage of an Endorser-Distraction Effects, Creative
Concept research
The Art of Copywriting
The creative process copywriting- Illustrating-Layout, Creative styles-Execution and Content
Audio-Visual creative execution
Developing concept for commercials, Formats for Radio and TV, Mechanics of production
Advertising Copy testing and Diagnosis--Copy testing strategy-Diagnostic Copy tests-
Selection of copy test

136

Media Strategy & Tactics-
Media Planning -
Advertising Budgeting Decision, Media Class decisions- Print, Electronic and others, Reach
and Frequency, Media vehicles decision-Media option decisions, scheduling and timing
decisions.
Indian Media Scene
Media options, Readership and Circulation Data.

Internet advertising
Overview, Nature and concept of Internet Advertising, Web site-its establishment, Measuring
results

UNIT IV (4 Hrs)
EVENTS, SPONSORSHIPS, POP & ADVERTISING
Objectives and Concepts, Planning and Budgeting, Implementation and Evaluation-benefits
and drawbacks - Packaging and Labeling

Sales Promotion
Importance and Purpose, Major Sales promotional tools and techniques- Sales promotions
directed at Consumers, Manufacturers Promotions and Retailers Promotions, Evaluation,
Risks, Regulation

Direct Marketing
Role of Direct Marketing, Concepts of Direct marketing; Techniques of DM- Database
marketing, Direct Mail, Telemarketing, Direct Response advertising, Infomercials

Public Relations, Corporate Advertising and Publicity
Objectives for Public relations, Strategies and Tools of Public relations,
Scope, objectives and types of corporate advertising

UNIT V (2 Hrs)
EFFECTS OF ADVERTISING
Tracking Advertising Results-Approaches-Intermediate and direct measurers

UNIT VI (2 Hrs)
REGULATION OF ADVERTISING
Need and nature of Regulation, Government and non government regulation, The socio,
cultural and ethical aspects
[Total 30 hours]
Skill Development
1. Analysis of Integrated Marketing Communications campaigns through the use of video
and other IMC material, Case studies
2. Presentations on advertisement news updates.
3. To develop an understanding of the different elements of integrated marketing
communication and their integration

137
4. To develop sensitivity towards legal and ethical considerations in the formulation and
implementation of communication strategies.

Prescribed Text
OGuin, Advertising & Integrated Brand Promotion, Cengage Publications

References

1. O Guinn, Allen, Semenik, , Advertising and Integrated Brand Promotion, New Delhi:
Thomson Learning Publications,(2005)
2. Belch & Belch, Advertising Management, Tata McGraw-Hill Publications, (2002)
3. Batra Rajeev, Myers John G, Aaker David A, Advertising Management, New Delhi:
PHI Publications, (2001)
4. Rossister and Percy, Advertising Communications & Promotion Management, New
Delhi: McGraw Hill International Publications, (1998)
5. Mohan Manendra, , Advertising Management, New Delhi :Tata
McGraw- Hill International Publications, 17
th
Edition (2002)
6. Semenik, Promotion and Integrated Marketing Promotion, Thomson Learning
Publications.

F7 - TAXATION-II
MBA 565 2 Credits
DESCRIPTION
To give knowledge to students about indirect taxation laws and relevant rules and principles
emerging from leading cases of Supreme Court, High Courts and Cesat. To teach the student
to apply the knowledge of provisions of laws to various situation in corporate practice.

LEARNING OBJECTIVES
To understand the fundamentals of Indirect taxation;
To create an awareness of the importance and usefulness of the Indirect tax planning;

138
To develop an understanding of Indirect taxation and the principles and concepts
underlying them;
To lay foundation for developing the skills to interpret Central Excise and Custom Act.
To understand and proper presentation of Indirect taxation provision through case
study.
To review the Central Sales Tax Act 1956.
To understand Karnataka Sales Tax Act as well VAT provision.
To lay foundation for developing the skills to appear before taxation authority.

UNIT- I INDIRECT TAXATION (4 Hrs)
Features, merit and demerit;
Difference between Direct Taxation and Indirect Taxation
Nature and types of Indirect Taxation
Constitutional validity of Excise, Custom and Service Tax.

UNIT II CENTRAL EXCISE ACT: Brief discussion on excise law
Nature and types of excise duty and basis of charge
Meaning of goods and excisable goods, manufacture, manufacturer and registration process;
Classification of goods and nature of classification [HSN and TRADE PARLANCE
THEORY]
Valuation under central excise and basis of valuation
Valuation based on retail sale price and advolorem duty
Assessable value and basis of valuation in case of sales to related party or
Clearance of goods for captive consumption
CENVAT provisions, dealer invoice and excise law applicability on SSI.

UNIT III COUSTOM ACT
Brief background of custom law and nature of custom duty;
Meaning of goods and types of custom duty;
Valuation of custom duty and assessable value, exclusion from valuation;
Export and Import procedure, assessment of duty/ clearance in courier, baggage;
Exemption from custom duty, export provision scheme in EOU/SEZ;
Duty Drawback

UNIT IV SERVICE TAX (3 Hrs)
Level of Knowledge : Working Knowledge
Basis of service tax, constitutional provision of service tax
Procedure of registration, Services on which tax is payable.

UNIT V CENTRAL SALES TAX 1956
Historical background and object of central sales tax, definition;
Sale or Purchase in case of Interstate Trade and Commerce;
Sale or Purchase taking place outside of state;
Sale or Purchase in case of Import and Export;
Transfer of goods otherwise than sale;
Registration of dealer and determination of turnover;

139
Levy and collection of taxes and penalty;
Good of special importance in course of Interstate trade or commerce.

UNIT VI Karnataka Sales Tax Act
Level of Knowledge Working Knowledge (1 Hr)
Object and definition of sale, goods and turnover
Object of Value added tax
[Total 30 Hours]
SKILL DEVELOPMENT
PRESCRIBED TEXTS
1. Datay V.S Indirect Taxation, Taxman Publication (2010)
2. Central excise manual/ tariff, Centax Publication (2010)
3. Central custom manual/ tariff, Centax Publication (2010)
REFERENCES
1. Central Tax Report, Centax publication, New Delhi (2010)
2. Chartered Accountant journal, ICAI, New Delhi
3. Bombay Chartered Accountant society journal, BCAS Mumbai.
4. www.manupatra.com

EXTERNAL EXPERTS
Bangalore

3. CA Vishwash Panjiar FCA 4. Suresh Sharma CPA
Senior Manager Controller - MIDC
Grant Thornton Bangalore
Bangalore

H7- LABOUR LAW II (RELATIONAL LAW)
MBA 566 2 Credits

DESCRIPTION
The course is offered as a human resource elective in the second year. The paper helps the
students to understand the legal aspect of the Human resources in the organization. The paper
develops the awareness about the various acts and legal compliances required for smooth
functioning of the organization

LEARNING OBJECTIVES
To make the students aware of
The employers obligations under the statutes
The employee/workers rights under the Acts
Consequences of non compliance of the statutes

140
The powers of the government/authorities under the Act

UNIT I- SOCIAL SECURITY LEGISLATIONS (8 Hrs)
Social Security Legislations (Employers obligations under EPF Act 1952, ESI Act 1948,
Workmens Compensation Act 1923, Maternity Benefit Act 1961, Payment of Gratuity
Act1972

UNIT - II INDUSTRIAL RELATIONS & DISPUTE RESOLUTION (8 Hrs)
Industrial Relations & Dispute Resolution (Employers obligations under I.D. Act1947,
Employment Standing Orders Act 1946, Indian Trade Unions Act 1926)

UNIT - III DISCIPLINE (6 Hrs)
Disciplinary Proceeding & Grievance Redressal

UNIT - IV SALIENT FEATURES (4 Hrs)
Salient features and the Recommendations Second National Commission on Labour &
Proposed Changes in Labour Laws

UNIT V ROLE OF SUPREME COURT & HIGH COURTS IN RESOLUTION OF
INDUSTRIAL DISPUTES (4Hrs)
Role Of Supreme Court & High Courts In Resolution Of Industrial Disputes (Scope of Writs &
Appeals in High Court & Supreme Court

[Total 30 hours]
SKILL DEVELOPMENT
Group presentations on various acts with detailed description of type of act, purpose,
features, scope and analysis of act with respect to state and industry
Case studies
Presentations on law news updates.

PRESCRIBED TEXT
Singh, B. D, Labour laws for managers, Excel Books, First Edition, 2007.

REFERENCES
1. Sreenivasan M.R, Industrial Relations & Labour Legislations, Magrham Publications
2. Venkata Ratnam C.S., Industrial Relations, Oxford Publications
3 Malik. P.L., Industrial Law, Vol I & II, Eastern Book Company

EXTERNAL EXPERTS

1. Prof. H.A.C. Poppen 3.N.P.Manunatha
Consultant , Bangalore Consultant, Bangalore

2. Prof. Sreenivasan M.R,
Consultant , Bangalore

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OP 7 LEAN PLANNING, MANUFACTURING & CONTROL
MBA 584 2 Credits
Objectives
production planning and control
o To emphasize the importance of applying systems concept in analyzing production
planning related problems.
o To give students production planning and control tools for the design of efficient
production systems.
Pedagogy: This course will be taught through lecture sessions, case studies, assignments, and
class presentations.
Unit I Planning Activities ( 4 Hrs)

142
Planning Execution and control Overview : The manufacturing planning and control system
closed loop system ,planning and control process The manufacturing planning and control
activities Planning interfaces Business planning ,Sales and operations planning ,Master
scheduling ,MRP ,CRP .Execution Interfaces Production activity control(PAC).
Execution and control of operations CPIM Version 2.1 APICS

Unit II (4 Hrs)
Forecasting &-Demand management: Demand forecasting, forecasting methods, trend and
seasonality, Principles of forecasting and aggregate planning .Demand Management and
customer service
Material Management- Tony Arnold

Unit III (4 Hrs)
Scheduling Production and process operations
Objectives of a schedule, Establishing a schedule, Production scheduling, operations
scheduling and project scheduling, Managing operations scheduling

Unit IV Process Selection for Manufacturing & Service (5 Hrs)
Process Selection-Manufacturing: Process Selection, Manufacturing Process Flow Design,
Process Selection-Services: The Nature of Services, An Operational Classification of Service,
Applying Behavioral Science to Service Encounters, Designing Service Organizations,
Structuring the Service Encounter, Service-System Design Matrix, Service Blueprinting and
Fail-Staffing.

Unit V Lean Manufacturing System (4 Hrs)
Value Stream Mapping, Pull Manufacturing System, Waste classification and elimination
concepts, JIT, Application of Lean in manufacturing and service sectors.

Unit VI (5 Hrs)
Controlling -
Communication customer supplier information and controlling resources integrating
suppliers, controlling storage and movement of goods, quality control initiatives, quality
management process.

Evaluation of Performances Performances of production operation, accuracy of inventory
records, performance reporting, evaluating cost of operations, audits and reporting.

Unit VII Planning & Control operation for Service industry (4 Hrs)
Demand estimation, capacity planning, scheduling and operation control for service oriented
industry.
[Total 30 hours]
Prescribed Books:-
1. Execution and control of operations CPIM Version 2.1 APICS Vollman, T.E., Berry,
W.L. and Why bark, D.C.,Manufacturing Planning and Control Systems, Irwin
Reference Books:-
Introduction to Material management JR Tony Arnold

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M8 - MARKETING RESEARCH
MBA 567 2 Credits

DESCRIPTION

This paper is offered as a Marketing elective in the 5th trimester. It develops an investment
attitude and prepares students for careers in the areas of Marketing research and associated
analytical areas. Students opting for this elective specialize in the various aspects of Marketing
problems, innovations and change. They learn how to critically analyze different Marketing
situations with the help of advanced Statistical tools.

LEARNING OBJECTIVES

To develop in students an analytical attitude and prepare them for careers in the
Marketing research.

144
different difficult problems in Marketing.
To enable the students to assess and understand different scenarios associated with
Advertisements, sales, Pricing, Consumer Behaviour, CRM etc.

UNIT I NATURE AND SCOPE OF MARKETING RESEARCH (4 Hrs)
Level of Knowledge Conceptual and basic
Marketing Research: History Need Classification Process Nature Management and
Management Research
Market Research Problem: Problem Definition Ethics in Research

UNIT II DIFFERENT RESEARCH DESIGNS (6 Hrs)
Level of Knowledge Conceptual, basic, problem identification
Research Design: Objectives, Definition, Classification, Sources of Error, Research Proposal
Exploratory Research Design: Secondary Data, Primary Data Qualitative Research Focus
Group Interviews, Depth Interviews, Projective Techniques
Descriptive Research Design: Survey Methods Observation Methods
Causal Research Design: Experimentation

UNIT III MEASUREMENT, SCALING AND INSTRUMENT DESIGN (4 Hrs)
Level of Knowledge Conceptual and Mathematical
Measurement and Scaling: Comparative and non Comparative Scaling Scale Evaluation
Choosing a Scaling Technique
Instrument Design: Questionnaires
Sampling Design: Probability and Non Probability Sampling techniques uses

UNIT IV DATA ANALYSIS (6 Hrs)
Level of Knowledge Conceptual and Statistical techniques
Data preparation Frequency Distribution, Cross Tabulations
Univariate and Bivariate Analysis: Hypothesis Testing Parametric and Non Parametric
Testing, Analysis of Variance and Covariance

UNIT V MULTIVARIATE DATA ANALYSIS (7 Hrs)
Level of Knowledge Conceptual and Statistical techniques
Multivariate Analysis - Correlation and Regression: Explaining Association - Discriminant
Analysis for Classification and Prediction - Factor Analysis for Data Reduction - Cluster
Analysis for Market Segmentation - Multi Dimensional Scaling for Brand Positioning -
Conjoint Analysis for Product Design - Attribute Based Perceptual Mapping using Disciminant
Analysis

UNIT V INTERNATIONAL MARKETING RESEARCH (3 Hrs)
Framework, The Environment, Survey methods
[Total 30 hours]

Skill Development
Practical problems Marketing.
Case studies

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Identifying problem situations in daily life, formulating them and solving them

Prescribed Texts
Aaker David A., Kumar V. and Day George S., Marketing Research, John Wiley and Sons
Inc

Reference:
1. Malhotra Naresh K. and Dash Satyabhusan, Marketing Research: An Applied
Orientation, , New Delhi: Pearson Education, 5
th
edition (2009)
2. Marketing Research: A South Asian Perspective, Pearson education
3. Burns Alvin and Bush Ronald F., Marketing Research, Prentice Hall Inc.
4. Parasuraman A, Grewal Dhruv and Krishnan R., Marketing Research, New Delhi:
Biztantra, (2009)

F 8 INTERNATIONAL FINANCIAL MANAGEMENT

MBA 568 2 credits

Objectives
To provide students with a conceptual framework of how financial decisions are undertaken in
a multinational company.
To familiarize students with unique economic factors that challenge a financial manager in the
international context.

Pedagogy
class presentations .

UNIT I (6 Hrs)

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Introduction to International Financial Management the environment the nature of
international risk exposure International Monetary system - determination of exchange rates
Balance of Payments- Interest parity international fisher effect

UNIT II (6 Hrs)
Foreign exchange market functions Participants - currency derivatives Forwards
Swaps Currency futures and Options Interest rate futures speculation

UNIT III (6 Hrs)
Foreign Exchange Risk Management measuring and managing accounting exposure
transaction exposure translation exposure Hedging measuring and managing economic
exposure - managing operating exposure managing interest rate exposure

UNIT IV (4 Hrs)
Managing multinational operations multinational taxation- inter-company fund flow -
Multinational Working Capital Management- Foreign Trade - Shortterm Financing -
Financing the global firm global cost of capital and financial structure Equity and debt
financing through global markets.

UNIT V (4 Hrs)
Foreign investments - decision corporate strategy International portfolio diversification -
foreign direct investment - multinational capital budgeting international project appraisal -
political risk and country risk analysis.

UNIT VI (4 Hrs)
An overview of foreign trade and foreign exchange.-
Meaning-types-financing of foreign trade-banks and institutional finance- - -export and
import- financing and Documents- letter of credit-types-foreign exchange and foreign
exchange markets-players and dealers in foreign exchange-volume and dynamics of foreign
exchange.
Management of foreign exchange instruments - money market and capital market
Exchange rate arrangement in India- foreign trade contracts: terms and documentation-
managing of foreign exchange reserves-an outline of FEMA and foreign exchange
management in India.

Reference Books
1. Eietemanetal David K., Multinational Business Finance, Pearson Education.
2. Vij Madhu, International Financial Management, New Delhi: Excel Books, 2006
3. Madura Jeff, International Financial Management, South Western Thomson Learning.
4. Apte Prakash G., Global Business Finance, Tata McGraw Hill.
5. Eun /Resnick, International financial management, Tata McGrawHILL, 2
nd
Edition
6. Bharadwaj H.P., Foreign exchange handbook, Wheeler Publishing,(1994)
7. Sharan Vyuptakesh, International Financial Management, New Delhi: PHI Learning Pvt
Ltd Publications, 2009
8. Apte P G, , International Financial Management, New Delhi: Tata McGraw Hills
Publications, 2008
9. Shapiro Alan C, Multinational Financial Management, New Delhi : Wiley India Pvt Ltd,
2008

147

H8 - COMPENSATION MANAGEMENT
MBA 569 2 Credits

DESCRIPTION
The course is offered as a human resource elective in the second year. Providing employees
with compensation and benefits is the single largest budget component for most
businesses, and, at the same time, a key to success or failure. Besides being a cost factor,
the design of the compensation system has a major impact on a companys attractiveness
to job seekers and the behaviour of current employees.
The course provides a systematic guideline or road map for identifying and designing
compensation systems that add value to organizations. Effective compensation systems are
in line with the principles of both strategic management and the scientific study of human
behaviour. Students will explore the theory, concepts, and methods used to design

148
compensation and benefits systems in a way that contributes to achieving the goals of the
organization and its individual members.

LEARNING OBJECTIVES
1. Relate compensation management to behavioral theories and concepts and within the wider
context of human resources management
2. Identify the internal and external environmental factors that have an impact on the pay
structure of an organization
3. To educate the students on the theoretical foundations of reward and remuneration
strategies in organizations.
4. To explain to the students the issues in designing the reward systems, the methods and aims
of different forms of payment systems; and
5. To make students aware of the employers obligations under labor statutes governing wage
and salary administration.

UNIT I WAGE & SALARY ADMINISTRATION (8 Hrs)II
Level of Knowledge basic, conceptual & application Knowledge
Concept of wages & salary, theories of Wages; Types of wages; Components of wages; Factors
determining wages, Principles of wage administration, Wage fixation methods; Rewards,
incentives & Fringe benefits, Types of incentive plans & their merits & demerits

UNIT II WAGE LEGISLATIONS (7Hrs)
Level of Knowledge conceptual & application Knowledge
Principles of Equal Pay for Equal work. Job evaluation Definition - objectives- principles
methods, ranking, classification, Factor Comparison method and Point method of job
evaluation

UNIT III WAGE STRUCTURE (7Hrs)
Level of Knowledge working & application Knowledge
Wage fixation flat rate, merit rate, wage surveys. Wage Payment wage payment policies -
wage payment systems wage incentive plans, Blue Collar employees, White Collar
employees.

UNIT IV EXECUTIVE COMPENSATION PLANS (4 Hrs)
Level of Knowledge designing & implementation Knowledge
Basic payments, fringe benefits, retirement benefits, cafeteria fringe benefits - why
executives are paid more

UNIT V CHALLENGES OF COMPENSATION
(4Hrs) Level of Knowledge Advanced Knowledge
Performance based compensation, skill-based pay Vs. Job based pay, pay reviews, pay
secrecy, comparable worth.
[TOTAL 30 Hrs]
SKILL DEVELOPMENT
1. Analyzing reported compensation surveys of various industries.
2. The various legal enactments effecting compensation in general.
3. Teach students to use labour law journals for making them update with laws.

149
4. Analyzing case studies, presentations and live projects.

PRESCRIBED TEXT
1. Compensation & reward management, B.D.Singh Excel Books, 1st edition, 2008

REFERENCE BOOKS
1. Fishers Schoenofeldt, and Shaw: Managing Human Resourse,Cengage learning ,2009
2. Bohlander George & Snelll, Human resourse management, Cengage learning- South
Western, 2009.
3. Henderson Richard I., Compensation Management in a knowledge-based world., 9
th

edition, pearson education,2009
4. B.D.Singh, Industrial Relations emerging Paradigms, Excel Books,2009.
5. Joseph J Martocchio, strategic Compensation- a Human Resource Management
Approach,3rd edition, Pearson education,2009.
6. Labour law journals

EXTERNAL EXPERTS
1. Dr. B.C Sanjeevaiah, 2.. Mr. Girinarayan

3. Dr. Vivekanand 4. Mr. Rajashekar,
Faculty, Icfai Business School, Visiting Priofessor & consultant
Bangalore Viyayanagar, Bangalore

OP 8 - MAINTENANCE MANAGEMENT
MBA 585 2 Credits

Descriptions:
This paper offers a fundamental framework for Maintenance management in an organization. It
provides students with knowledge of assets management towards productive life through
Maintenance planning and scheduling, Total Productive maintenance, Computerized
Maintenance management system and Maintenance cost.

Learning Objective:
To develop the students knowledge in maintenance area with emphasis for increased
equipment availability, one of the lean concept.
To make aware the students with latest concept total productive maintenance, reliability
centered maintenance

150
To make aware of students in maintenance cost and safety working in the industry.

UNIT I Maintenance Management Framework (4 Hrs)

Definition & Role of maintenance, Challenges of maintenance, Functions of maintenance,
Classifications of maintenance system, Organization for maintenance management. Concept of
MUDA, MURA and Muri

UNIT II Enterprise Asset management (4 Hrs)
Design of maintenance system, Preventive maintenance, Predictive maintenance, Break down
maintenance, Total planned maintenance, Overhauls and shutdown, Inspection and
Lubrications.

UNIT III Maintenance Planning & Scheduling (5 Hrs)

Planning of different types of maintenance, Scheduling and schedule preparations, Design of
maintenance system, Organization for maintenance,

UNIT IV Maintenance cost (4 Hrs)
Costing and budgeting for maintenance- Cost codes, Cost allocations, Budget, Budgetary
Control, Cost reports, Life cycles of maintenance cost, Cost reduction in spares

UNIT V Total Productive maintenance (4 Hrs)
What is TPM?, Concept of TPM, Pillars of TPM, TPM and TQM, Benefits of TPM,
calculation & benefits of OEE, How to implement TPM, Negative factors affecting TPM,
Toyota TPM system.

UNIT VI Computerised maintenance management system (5 Hrs)
Equipment Classification, Job cataloguing, inspection scheduling, Repair planning, repair
fulfillment report, Break down entry and analysis, Material indent preparation.

UNIT VII Safety management and accident prevention (4 Hrs)
Safety stages-During Installation, commissioning & maintenance, Safety of plant and people,
accidents, causes of accidents, Fire hazards, electrical hazards, Chemical hazards, Occupational
diseases, Cost of accidents, How accidents can be prevented, Safety management.

[Total 30 hours]
Skills Development:
Group Case study and presentation on various maintenance practices carried out in
process/batch/Assembly/Service Industry.
To improve the skill of the student in the area of maintenance plan and scheduling.
Case study and presentation skill.

151
Snapshot from practice that associates theory with practice will improve the students
skill for better productive techniques.

Prescribed Book:
1. Mishra R.C.,Maintenance Engineering & Management, PHI publisher

Reference book:
2. Christopher Idhammer,Results Oriented Reliability and Maintenance Management
Book, IDCON Publisher.

External input:

1. Prof. Shivananda 2. Prof. Jishnu Hazra
(Vising Faculty) IIM, Bangalore
Director Bangalore
Thriveni Structures,Bangalore
3. Prof.A.R.Muthuswamy,
Ex-ED Operations & Maintenace,
External Faculty,
Bangalore

M9 - SALES AND DISTRIBUTION MANAGEMENT
MBA 570 2 Credits

DESCRIPTION
This paper is offered as a marketing elective in the fifth semester. It aims to expose the
students to development of sales and distribution strategy, principles of sales force
management and the management of marketing channels. The course also will give hands on
exposure to students to a selling scenario.

LEARNING OBJECTIVES

To develop in students an appreciation of selling skills and

152
investment, the investment process and various investment schemes.
To enable the students to assess and understand the risk associated with investments,
valuation of different securities, security analysis process, derivatives markets and
portfolio management process.
To develop knowledge of systematic savings for tax-planning and investment planning.

UNIT - I SALES MANAGEMENT (3 Hrs)
Nature of sales management types of personal selling difference between selling and
marketing. Methods for forecasting market demand. Sales organization design principles

UNIT - II MANAGEMENT OF SALES FORCE (9 Hrs)
Planning the sales organization, recruitment of sales team, training the sales team, allocation of
territory for the sales team, time management and routing and scheduling, sales quota and
compensation for the sales team, controlling and evaluating the sales team with respect to
costs, profitability and productivity.

UNIT - III PERSONAL SELLING PROCESS (9 Hrs)
The different approaches - benefit selling, relationship selling.
The various stages of selling process - prospecting pre-approach, Approach, presentation, trial
close, handling objections, close, follow-up. Experience of actual selling situation for each
student,.

UNIT - IV CHANNEL STRUCTURE AND MANAGEMENT (9 Hrs)
Importance of channels, designing channels based on customer requirements, logistics
planning, inventory management and transportation planning, managing channel member
behavior, overview of retail management.

[Total 30 hours]
Skill Development
1.Individual selling experience on field for 3 hours.
2.Case studies
3.Experience sharing by sales professional from Industry

Prescribed Texts
5. Rosann L Spiro,William J Stanton and Gregory A Rich., Management of sales
force 12
th
edition, McGraw Hill Irwin 2007
6. Anne T Coughlan, Erin Anderson, Louis W Stern, Adel I Ei-Ansari., marketing
channels, 7
th
Edition, Prentice Hall, 2006.

References


153
1. Tapan K Panda and Sunil Sahadev. , Sales and Distribution Management.
2005. Oxford Universit y Press
2.Richard R.Still, Edward W.Cundiff, Norman A.P.Govoni, Sales management, Prentice
hall of India

External Experts
4. Ms. Sangita Giri
Regional Head South
IBM India

5. Mr. Krishna Kumar.
Head -Services sales India and ME
Wipro Infotech

F 9 WEALTH MANAGEMENT
MBA 571 2 credits

Objectives
To provide students with a conceptual and analytical framework of evaluating a security.
To provide students with a conceptual and analytical framework of different financial
instruments, their risk and returns and strategies in managing funds.
To familiarize students with portfolio management techniques that challenge a financial
manager.

Pedagogy:

Class room lectures, Role play, Case study, Problem solving, Web exercises and Project work

154

UNIT I Financial planning and wealth management (5 Hrs)
Introduction to financial planning, Life cycle analysis, Financial planning process, Introduction
to Investments, Investment management process, Planning for future College funding,
Systematic investments, Retirement planning and Estate planning, Structuring financial plans,
Introduction to Wealth management - Basics Role of banks Importance of wealth advisory
- Role of private banker HNWI Drivers of wealth Global perspective Indian perspective
Wealth management process Wealth creation cycle Critical issues, Introduction to Asset
class, Computation of Risk and Return.

UNIT II Relationship management (3 Hrs)
Basics Process Client segmentation Profile Expose Strategize Execute Monitor
Review Strategic value formula Effective communication and Negotiation

UNIT III Financial products (7 Hrs)
Common stock and preferred stock, Money market securities, Bonds - Treasury, Government,
Mortgage backed securities, Corporate and municipal bonds, Convertible and Zero coupon
Bonds, Insurance cum investment products, Mutual funds ETF and REIT and Derivative
products Options and Futures.
Valuation of common stocks, Preferred stocks, Debt instruments and Derivatives

UNIT IV. Asset allocation and strategies (5 Hrs)
Asset allocation decision, Equity portfolio strategies Active vs Passive, Management
strategies, Value vs growth investing, Asset allocation strategies, Derivative strategies Using
Index options, Stock options, Index Futures and stock futures in Hedging, speculation and
Arbitrage, Bond portfolio management strategies Passive Buy and hold, Indexing Active
interest rate anticipation, Valuation analysis, Credit analysis, Yield spread analysis and Bond
swaps Core plus management strategy Immunization strategies.

UNIT V. Alternative investments (5 Hrs)
Hedge funds Private Equity funds Venture capital funds Real estate Precious metals -
Art

UNIT VI. Evaluation and Investment philosophies (5 Hrs)
Composite equity portfolio performance measures Treynors ratio, Sharpes ratio, Jensens
measure and Famas measure, Components of investment performance Selectivity,
Diversification and risk, Asset class distribution analysis, Evaluation of bond portfolio
performance.
Benjamin Graham, Warren Buffet and Peter Lynch Investment Philosophy.
[Total 30 hours]

Reference Books
1. Ashiya Manish, Wealth Management, ICFAI Press
2. Robert A Jaeger, All about Hedge Funds Tata McGraw Hill Publications
3. Facrber Esme, All about Investing, Tata McGraw Hill Publications
4. Wystup Uwe, Fx options and structured products , John Wiley &Sons ltd Publications
5. Beirman Harold fr, Private Equity, John Wiley &Sons ltd Publications
6. Introduction to financial planning by Indian Institute of Banking & Finance Taxmann
Publications P Ltd

155
7. Dun & Bradstreet, Wealth Management, New Delhi: Tata McGraw Hills Publications,
2009
8. Kapoor Jack R, Dlabay L R, Huges R J, Personal Finance, New Delhi: Tata Mc-Graw
Hills Publications, 2008
9. Brown Reilly, Investment Analysis & Portfolio Management, New Delhi: Cengage
Learning Publications, 2009 (India 8
th
Edition)

H9- STRATEGIC HUMAN RESOURCE MANAGEMENT
MBA 572 2 Credits

DESCRIPTION: The course is offered as a human resource elective in the second year. This
course helps them understand the strategic value of Human resource function in the
organization. It focuses on the domains of top level decision making which needs to aligned
with human resource management.

LEARNING OBJECTIVE:
1. The key objective is to understand the strategic importance of HRM. The syllabus is
designed in such a way that the student can relate HRM issues to the strategy level
2. To understand the relationship between top level strategy and human resource
management.

156
3. To enhance the students skill by making him aware of strategic dimension of Human
Resource decisions.

UNIT - I INTRODUCTION (3 Hrs)
Level of knowledge: Functional
Importance of Human Resources at organizations. Human Resources in relationship to top
management goals, Company strategy, and organization culture.

UNIT II STRATEGY FORMULATION (6 Hrs)
Level of knowledge: Conceptual
Strategy Formulation. Theoretical Foundations, International Strategy, Human Resource
Contributions to strategy.

UNIT III PLANNING (6Hrs)
Human Resource Planning
The Strategic Role, Management Issues. Selecting forecasting Techniques, Forecasting supply
of Human Resources, Forecasting Demand for Human Resources.

UNIT IV IMPLEMENTATION - 1 (6 Hrs)
Strategy Implementation: Workforce Utilization and Employment Practices.
Efficient utilization of Human Resources, Dealing with employee strategies, selection of
employees, Dealing with employee surplus, Special implementation challenges.

UNIT V IMPLEMENTATION 2 (4 Hrs)
Strategy Implementation: Reward & Development systems. Strategically oriented performance
measurement systems, Compensation systems, Employee Development.

UNIT VI IMPACT OF HR PRACTICE (3 Hrs)
Level of knowledge : Working
The Performance Impact of Human Resource Practices - Individual High-Performance
Practices, Limitations of Individual practices, Evolution of practices.

UNIT VII EVALUATION (2 Hrs)
Human Resource Evaluation - Overview of Evaluation, Approaches to Evaluation, Evaluating
strategic contributions of Traditional Areas, Emerging Areas.
[Total 30 hours]
SKILL DEVELOPMENT:

# This course will be taught through lecture sessions, case studies, assignments, role plays and
class presentations

# Presentations of various industry examples.

# Presentations and group discussions by students on related topics in the industry

157

PRESCRIBED TEXT:

Jeoffery Mello, Strategic Human Resource Managemnt, Cengage , 2009

REFERENCE BOOKS
Charles.R.Greer, Strategic Human Resource Management, Pearson Education,2009
Fred.K.Faulkes, Strategic Human Resource Management,Prentice,Hall,2010.
Rajib Lochan Dhar, Strategic Human resource Management, Excel Books 2009.

EXTERNAL EXPERTS:


5. Dr. Vivekanand 4.Dr. Subhash Sharma
Bangalore Bangalore

OP 9 TECHNOLOGY MANAGEMENT

MBA 586 2 Credits

Objectives
To give the students a clean understanding of the concepts of Technology management and
related decision support system in the fast changing business environment. The inputs also
show how technology can improve the enterprise effectiveness with the objective of improving
its profitability and better synergy with customers and suppliers. This subject will familiarize
the students with concept on Technology ie., product technology, Process technology, Tool
Technology, Automation etc with special reference to managing and globalization.

158

Pedagogy
class presentations

UNIT I
Technology- Its importance
Definition, The need
Its role in Competitive Environment
Types of Technology- product, Process, Tool, Automation etc.,

UNIT II
Managing Technology.
Technology forecasting, Feasibility study
Opportunities, Innovation building with teams, Technology audit

UNIT III
Business Model
Technology life cycle,R&D and its role,Managing R&D
New product development process,Business models innovations
Financial assessment of Business model

UNIT IV
Technology Transfer
Technology acquisition, Choice between technology
Issues in intellectual property rights
Developing Local/In house capabilities

UNIT V
Technology- Funding
VC funding, Financing strategy, Risk in technology management
Financial analysis in technology management

UNIT VI
Technology- Marketing
Technology in transition, Technology pricing
Marketing intelligence

UNIT VII
Transforming Organization
Building technology for Agile organization, Outsourcing in the 21
st
century, Developing a 21
st

century organization, Increased focus on IT infrastructure, security and integration,

References:
1. Managing Technological innovations by Fredrik BetzPublisher Wiley 2
nd
edition(2003).

159
2. Business driven Technology by Haag Baitzan PhillipsPublisher Tata Mcgraw Hill Second
edition(2009)
3. Managing and Marketing Technology by david Ford and Michel sarenPublisher
International Thomson computer Press, edition 2001.

M10 - SUPPLY CHAIN MANAGEMENT
MBA 573 2 Credits

DESCRIPTION
This paper is offered as a elective for marketing students at in the fifth trimester. To give the
students a clean understanding of the concepts of supply chain management and related
logistics management in the fast changing business environment. The inputs also show how
SCM can improve the enterprise effectiveness with the objective of improving its profitability
and better synergy with customers and suppliers.

LEARNING OBJECTIVES

160
To assist in developing concepts, knowledge and skills for an integrated approach to
supply chain Management
To expose to the latest tools and techniques in effective decision-making.
To familiarize with the current practices in the field of SCM.

UNIT I INTRODUCTION TO SCM (3 Hrs)
Understanding the Supply Chain - The changing business landscapes driving forces - Supply
chain concepts and characteristics - Discussions of logistics interface with micro economy such
as marketing, production and other functional areas and macro economy such as global
economic policies

UNIT II PLANNING DEMAND AND SUPPLY (4 Hrs)

Demand forecasting - Role of aggregate planning - Planning strategies; MRP, ERP - Managing
predictable variability

UNIT III PROCUREMENT AND INVENTORY DECISION MAKING (6 Hrs)
Inbound logistics along the supply chain - Materials Management: Procurement and
importance of item and service purchased - Significance of Inventories in broader perspective -
Inventories in the organization- rationale for inventory - Classifying inventory - Approaches to
managing inventory under conditions of certainty and uncertainty - Inventory at multiple
locations and determining optimal level of inventory - Problems in inventory management

UNIT IV WAREHOUSING DECISIONS (5 Hrs)
Role nature and importance of warehouse - Warehouse operations and design - Materials
handling and storage

UNIT V TRANSPORTATION SYSTEM AND MANAGEMENT (4 Hrs)
Role of transportation in supply chain - Factors affecting transport decisions and selection
decision - Basic modes of transportation - Classification of carriers - Management strategy for
carriers shipments - Network design

UNIT VI SUPPLY CHAIN AND LOGISTICS INFORMATION SYSTEM (3 Hrs)
Use of information in a supply chain - Information system building process and role of E-
business in a supply chain - Positioning information in logistics - Obstacles to co-ordination in
a supply chain

UNIT VII LATEST TRENDS IN SCM (3 Hrs)

161
Current Issues Performance measurement and reporting; monitoring, controlling and directing -
Challenges for future; cycle reduction strategies, Inventory reduction strategies and E-
Commerce strategies - World class Supply Chain Management
[Total 28 hours]
Skill Development
2. Group activities on inventory and warhouse management.
3. Case studies
4. Presentations on SCM Models of different companies
5. Beer Game on SCM Management
Prescribed Text:
1. Chopra Sunil and Meindl Peter, Supply Chain Management; Strategy planning and
operation. New Delhi: Pearson Education Publications, (2006)
Reference Books
1. Bondi Coyle and Langely, The management of Business Logistics a supply chain
perspective, South Western: Thomson Publications, (2004)
2. Burt , Dobler, Starling, World Class Supply chain Management .New Delhi : Tata
McGraw Hill Publications, ( 2003)
3. Wisner Joel . Leong D ,G .Keong , Tan Keah Choon, Principles of Supply chain
Management -A Balanced Approach , South Western :Thomson Publications, (2005)
4. Shah Janat, Supply Chain Management Text and Cases, Pearson Education, (2009)
5. Boversox and Closs, Logistical Management, Tata McGraw Hill Publications
6. Shapiro Jermy, Modeling and Supply Chain, Duxbury Publications

F10 - STRATEGIC FINANCIAL MANAGEMENT
MBA 574 2 Credits

DESCRIPTION

This paper is offered as a finance elective for the MBA programme. It develops an insight into
the strategic aspects to investments. It goes beyond the conventional valuation metrics and
focuses on value creation from investors perspective. The importance of managerial
compensation, agency problems and ethics are learnt in this course.

162

LEARNING OBJECTIVES

To provide students with a conceptual and analytical framework of strategic financial
management.
To enable the students to build further on the concepts which were learnt through
traditional valuation techniques.


Introduction to Strategic Financial Management
SFM, Interface of Financial Policy and Strategic Policy, the relevance, importance and the
constituents.

UNIT II STRATEGIC ASPECTS (2 Hrs)

Strategic aspects of Investment Policies, Strategic Aspects of Financing & Dividend Policies,
Strategic Cost Management, Stock refunding.

UNIT III VALUATION APPROACHES (3 Hrs)
Adjusted book value approach, stock & approach, Direct comparison approach, discounted
Cash Flow (DCF) approach DCF 2 stage & 3 stage models, Inflation and assest valuation,
valuation of Intangible and knowledge assets.
Value Based Management & Value Metrics (5 Hrs)
Shareholder value creation, Traditional approaches, New approaches Value drivers, Marabon
approach, Alcar approach, Mckinse approach, EVA approach, BCG approach, Executive
compensation and value creation, stock options & Indexed stock options.

UNIT IV VALUATION METRICS (10 Hrs)
Traditional measures of EPS, RDI, EBIT, ROCE etc. New metrics of : Market to Book Ration
(MBR), Total shareholder Return (TSR), Total Business Return (TBR), EBITDA. Market
Value Added (MVA), Economic Project, Economic Value Added (EVA), Return on Net
Assets (RONA), Future Growth Value (FGV), Cash Value Added (CVA), Cash Flow Return
on Investment (CFROI) and the Balanced Score Cord (BSC).

UNIT V MERGERS, ACQUISTISITIONS AND RESTRUCTURING (4 Hrs)
Mergers, forms of Mergers, Reasons for Mergers, Process of Mergers, Legal procedures Tax
aspects, Accounting aspects, Evaluation of Mergers using DCF techniques, Stock Vs cash
payments, Basis for Exchange & shares, Take-overs, Purchase & Division/ plant, regulation of
mergers and takeovers. Anti-takeovers Defenses, Joint ventures, Management of Acquisitions
and take-overs, Leveraged Brogats (LBOs), Portfolio restructuring, Demergers, financial
Restructuring organizational Restructuring Disinvestment of PSVs


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UNIT VI ETHICS (4 Hrs)
Ethical aspects of strategic financial management, ethics and finance manager, ethical and
economical combinations, ethical brand equity and long term results, assessment of ethical
financial performance.
Ethical dilemmas, ethical ratios for owners and top management, ethical ratios for the
managers and supervisors, ethical ratios for the workers and other junior employees,
accounting disclosures for ethical financial management.

[Total 30 Hours]
Skill Development
Working out Value metrics for companies using Prowess data base and using excel.

Prescribed Text
Chandra Prasanna, , Financial Management - Part IX - Corporate Valuation,
Restructuring and Value Creation, Tata McGraw Hill Publications,7
th
Edition

References
1. Jakhotiya G. P., Strategic Financial Management, Vikas Publishing House
2. Weston Fred and Brigham E.F, Managerial Finance, Dryden Press
3. Allen, An Introduction to Strategic Financial Management, Kogam Page
4. Coplan Etal, Valuation Measuring and Managers The Values of Companies,
John Wiley Publications
5. Mathew P.K. Corporate Restructuring an Indian, Perspective, Macmillan Publications
6. Sudarsanam P. S. The Essence of Mergers and Acquisitions, Prentice Hall of India.
7. Young S David and O'Byrne Stephen F, EVA and Value Based Management - a
practical guide to implementation, Tata McGraw Hill Publications, 1
st
Edition

H10 - LATEST TRENDS IN HUMAN RESOURCE MANAGEMENT
MBA 575 2 Credits

DESCRIPTION
The course is offered as a human resource elective in the second year. It develops awareness
towards the latest trends and prepares students for careers in the areas of human resources.
Students opting for this elective will get the knowledge about the current HR practices and the
requirement of the industry.


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LEARNING OBJECTIVES
This course helps the students understand the latest HR practices and trends in the industry.
The course discusses issues relating to emerging HR trends and practices

UNIT - I LEARNING ORGANIZATION (6 Hrs)
Learning Organization, Meaning, Characteristics, Single-loop learning V/S Double loop
learning. Creating a learning organization.

UNIT - II MANAGING KNOWLEDGE WORKERS (5 Hrs)
Knowledge management Meaning, challenges and recent trends. E Learning : Challenges
and issues

UNIT -III PSYCOLOGICAL CONTRACT (4 Hrs)
Psychological Contract. Meaning, Importance, Types and managing the psychological contract.

UNIT - IV SKILL INVENTORY (4 Hrs)
Skill Inventories, Competency mapping, Recent trends in training and development &
performance appraisal.

UNIT - V HUMAN RESOURCES ACCOUNTING (4 Hrs)
Human Resource Accounting and Audit: Meaning, process and importance.

UNIT - VI HUMAN RESOURCE INFORMATION SYSTEM (4Hrs)
Human Resource Information system: Meaning & process.

UNIT - VII WORKFORCE DIVERSITY (3 Hrs)
Managing work force diversity Challenges and issues
[Total 30 hours]
SKILL DEVELOPMENT
1. Group presentations on current trends in HR
2. Practical problems in implanting the new techniques
3. Case studies

PRESCRIBED TEXT
Summaries based on latest trends in industry will be developed by the institute on a yearly
basis.

REFERENCE BOOKS
1. Mark Easterby, Loius Arajo, Organizational Learning and the Learning Organization, Sage
Publication,2008
2. John C.Maxwell, The 360 Leader, Pearson publication,2006,

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3. R.K.Gupta,Human resource accounting ,Anmol Publications,2003.
4. Dr. Michael J. Kavanagh & Mohan Thite , Human resources Information System, Sage
publication,2007
5. Sushma Chaudhari, Effective Psychological Contract: Implications for HR Practices, ICFAI
university publication,2004.
6. A.D.Amar, Managing Knowledge Workers: Unleashing Innovation and Productivity,
Quorum books,2002
7. Pushkala Prasad , Managing the organizational melting pot: dilemmas of workplace
diversity, Sage publication2002,
EXTERNAL EXPERTS
1. Prof V. Krishanan 3.Mr.R..Shriram,
Consultant, Bangalore Director,
Cornerstone (I) pvt Ltd.,
Bangalore

2. Dr.Vivekanad, 4.Prof H.A.C. Poppen
ICFAI B school, Consultant, Bangalore
Bangalore

OP10 - INDUSTRIAL AUTOMATION
MBA 588 2 Credits

DESCRIPTION
The course offers a fundamental framework for Industrial Automation in an organization .It
identifies the various Automation systems solution and Data Management for vertical and
horizontal workflow of business operations. It provides and opportunity for managers to
plan, analyze and design information system solutions for various functionalities of the
organization

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LEARNING OBJECTIVE
o Student will learn about human capabilities and limitation
o Student will learn how human capabilities and limitation can be incorporated in
system Design
o Students will be able to complete a task analysis to identify human factors elements
of designed systems.
o Student teams will be able to locate information required to redesign a product from
human factors perspective

UNIT I Automation Strategy and Control System (4 Hrs)
Level of Knowledge- Conceptual & Basics
Evolution of instrumentation and control, Role of automation in industries, Benefits of
automation, Introduction to automation tools PLC, DCS, SCADA, Hybrid DCS/PLC,
Automation strategy evolution, Control system audit, performance criteria, Safety
Systems.

UNIT II Architectures of Data Warehousing (4Hrs)
Level Of Knowledge Conceptual & Working
605 Computer Integrated Manufacturing. I; 3 cr. An introduction to computer-
integrated design and manufacturing with a focus on manufacturing process planning.
Emphasis on concurrent engineering principles, manufacturing process engineering, computer-
aided process planning, NC programming, and CAD/CAM integration.

UNIT III Advance Applications of PLC and SCADA (4 Hrs)
Level Of Knowledge- Working
PLC programming methods as per IEC 61131, PLC applications for batch process using SFC,
Analog Control using PLC, PLC interface to SCADA/DCS using communication links
(RS232, RS485) and protocols (Modbus ASCII/RTU)

UNIT IV Automated Flow Lines (4Hrs)
Level Of Knowledge- Conceptual & Working
Automated assembling, System Modeling, Performance Evaluation, Buffer Allocation,
Automated Flow line with Storage.

UNIT V Distributed Control System Basics (4 Hrs)
Level Of Knowledge- Conceptual
DCS introduction, functions, advantages and limitations, DCS as an automation tool to support
Enterprise Resources Planning, DCS Architecture of different makes, Latest trends and
developments.

UNIT VI Distributed Control System Engineering and Design (5Hrs)
DCS detail engineering, specifications, configuration and programming, functions including
database management, reporting, alarm management, communication, third party interface,
control, display etc. Enhanced functions viz. Advance Process Control, Batch application,
Historical Data Management, OPC supports, Security and Access Control etc. Performance
Criteria for DCS and other automation tools.

UNIT VII Application Development and Automation for Industry Verticals (5 Hrs)

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Level Of Knowledge- Conceptual
Application development and automation for following industries Power, Water and
Waste Water Treatment, Food and Beverages, Cement, Pharmaceuticals, Automobile and
Building Automation.
SKILL DEVELOPMENT
1. Successful completion and presentation of a team product redesign project during class.
2. Graded HWs and exams.
3. Students incorporating human factors principles where appropriate in senior design projects.
Prescribed Books:-
1. N.E.Battikha, The Management of Control System: Justification and Technical
Auditing, ISA Publications
2. Krishna Kant, Computer Based Process Control, PHI

External Experts
1. Prof. B.Rajendran Thangadurai, 2. Prof. A.R.Muthuswamy
(Ex Oracle) RB & Creations, Ex-ED-SAIL
501 Block 18 Glitter, Visiting Faculty
Sun City Apartments, Outer Ring Road, Bangalore
Bangalore -34

FA - RETAILING MANAGEMENT
MBA 578 2 Credits

DESCRIPTION

This paper is offered as a marketing elective in the sixth trimester. It gives a complete insight
on the knowledge of retailing and prepares students for careers in the area of organized
retailing. Students opting for this elective specialize in the various aspects of retailing;
multichannel retailing, retailing strategy, customer relationship management, information
systems and supply chain management, managing merchandise, store management etc.

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LEARNING OBJECTIVES
To enhance the knowledge of retailing and prepare them for careers in the area of
retailing.
multichannel retailing, types of retailers, customer buying behavior.
To enable the students to assess and understand the retail market strategy, retail
location importance, HRM, information systems and supply chain management,
customer relationship management.
To develop knowledge of merchandise planning and assortment, pricing, retail
communication mix, store management, store layout design and visual merchandising.

UNIT - I The World of Retailing (5 Hrs)
Introduction to world of Retailing: its economic significance and opportunities. Types of
retailers: trends in retailing, retailer characteristics, food and general merchandise retailers,
nonstore retail formats, services retailing and types of ownership. Multichannel retailing: retail
channels, electronic retail, shopping in future. Customer buying behavior: types of buying
decisions, buying process, market segmentation.

UNIT -II Retailing Strategy (5 Hrs)
Level of Knowledge Conceptual and practical knowledge(mini project)
Retail market strategy: Planning and development, target market and retail formats, building
sustainable competitive advantage, strategic retail planning process, business operations and
financial developments: the structure of business, investment decisions, financial evaluation,
strategic profit model.

UNIT - III Retail Location and SCM (4 Hrs)
Level of Knowledge Conceptual and mini project
Retail locations and site selection: shopping centers, city or town location, free standing sites.
Information systems and distribution: supply chain management, physical distribution,
inventory and warehouse management. Customer relationship management process and
developing CRM programs.

UNIT - IV Merchandise Management (7 Hrs)
Merchandise planning: category management, sales forecasting, assortment planning process.
Buying merchandise: branding strategies, sourcing decision, vendor development and
management. Pricing strategies: objectives, pricing calculations and approaches, price
adjustments. Retail communication mix: develop brand loyalty and image, selecting
promotional mix, planning retail communication process.

UNIT - V Store Management (5 Hrs)
Managing the store: recruiting and selecting store employees, socializing and training,
motivation and evaluating employees, gaining competitive advantage, compensation and
reward system, controlling cost by building employee commitment, trends in human resource.
Store layout, design and visual merchandising: objectives of good store design, space planning,
merchandise presentation techniques, importance of atmospherics.


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UNIT - VI Customer Service and International retailing (4 Hrs)
Customer service strategies, customer evaluation of service quality, Gap model for improving
retail service quality, service standards, service recovery. Internationalization of retailing:
shopping at world stores, internationalization process, culture, business and international
management.
[Total 30 hours]
Skill Development
1. Group presentations on various retailing topics.
2. Group discussions on current trends in retailing.
3. Case studies
4. Presentations on new retail formats.
5. Videos on the importance and significance of store layout, design and visual merchandise
for the retail success.
6. Miniprojects on Units 2,3,4 and 5.

Prescribed Texts
1. Berman Barry, Evans Joel R, Retail Management-A Strategic approach, Prentice Hall
India.
2. Levy, Michael and Weitz, Barton A, Retailing Management, Tata McGraw-Hill
Publishing Limited, New Delhi.
3. Newman, Andrew J. and Cullen, Peter., Retailing: Environment and Operations,
Thomson India Edition.
4. Chetan Bajaj, Tuli Rajnish and Nidhi V Srivastava, Retail Management, Oxford
University Press, India.
5. Gilbert David, Retail Marketing Management, Pearson Education, India.

FA - INSURANCE
MBA 577 2 Credits

DESCRIPTION

This is a finance elective course offered in Fifth Trimester for 2 credit hours. The course gives
a basic knowledge about the uniqueness of the Insurance business. It enables the participants
to understand the multi disciplinary functions of an Insurance organization. The course creates
the interest among the participants in the emerging areas like Underwriting, Actuarial, Legal
and Loss assessment.

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LEARNING OBJECTIVES
Multiple pedagogies and active course participants should make this course as useful
foundation for continued professional development in the area of Insurance Sector.
To sensitize the students to various aspects of risk management through the vehicle of
insurance.
To study the structure of insurance products
To enable the participants to learn the distinction between risk management, general
management from insurance management.
To understand paid-up values, surrender values , loan values & non-forfeiture
regulations.
To describe the evidences that indicates intense competitions in the insurance industry.
To outline the most likely changes in the future environment of insurance industry.
.

UNIT I (3 Hrs)

General risk like risk arising out of fire, marine, commercial, earthquake, strike and riot and
life risk and management of such risks.- Historical development of R.M, ORM Model of R.M

UNIT II (3 Hrs)
Risk - Definition basic categories types of pure risk handling risk insurable risk types
of insurance - Risk Management - Objectives steps

UNIT III (7 Hrs)
(Overview of Insurance - Place in financial system concept & role purpose & need social
security role in economic development regulations - Fundamental Principles - life -
Indemnity insurable interest subrogation utmost good faith contracts - Contract
conditions insurable interest assignment limitations contribution proximate cause

UNIT IV (4 Hrs)
Life Insurance Products Term endowment money back unit linked whole life
annuities - Options riders guarantees group pension rural social

UNIT V (3 Hrs)
General insurance products Fire marine- Motor personal accident

UNIT VI (2 Hrs)
Level of Knowledge Practical Working

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Documents & Premiums - Proposal policy renewals claims endorsements premium
calculations - benefits - Underwriting - Rating risk premium fixing

UNIT VII (3 Hrs)
Processes - Structure prospecting sales proposal queries underwriting policy
renewals claims - benefits - Sales & Marketing - Channels advertising strategies
competition

UNIT VIII (2 Hrs)
Financial Planning - Needs analysis life cycle planning asset allocation risk covers
taxation

UNIT IX (3 Hrs)
Regulations - Insurance acts code of conduct agents agency law commission structure -
Advisors - Role function requirements sales key success factors

Reference Books
Life Insurance IC 33 Insurance Institute of India
General Insurance IC 34 - Insurance Institute of India select chapters
Websites: Insurance companies in India, and financial services
Fundamentals of Risk & Insurance - Emmett J. Vaughan Therese Vaughan
Wiley Student Edition.

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INTERNATIONAL BUSINESS
MBA 631 2 Credits

DESCRIPTION:
This is a core paper offered in the sixth trimester to students across all specializations. Students
learn various aspects of International Business in terms of concepts, operations, opportunities
and challenges.



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To make students understand the different dimensions of International Business and
inculcate the spirit of International business in students.


Nature of international business, drivers of cross-border business, routes of global business and
active players in multinational business.

Theories of global trade and investment, Mercantilism, theory of absolute advantage, theory of
comparative advantage, factors endowment theory, product life cycle theory, Porters national
competitive advantage.

International business environment political, economic, technological and cultural factors,
cross-cultural management, levels of culture, models to aid international managers

UNIT II STRATEGIES (6 Hrs)
Level Knowledge- Working Knowledge
International strategic management process of strategic management. Organizing international
business international designs, factors influencing choice of a design, issues in organization
design

UNIT III OPERATIONS (8 Hrs)
Managing business functions internationally- Marketing benefits of international markets,
major activities in international marketing
Operations management operations management and competitive advantage, strategic issues
in operations management.
Technology transfers issues arising out of technology transfers.
International financial management major activities, financing foreign trade, international
accounting.
International human resource management, managing international HR activities

UNIT - IV INTEGRATION (6 Hrs)
International strategic alliances, nature, benefits, pitfalls, scope, how to make alliances work -
Integration between countries, levels of integration, impact, major trading blocks. -WTO
implications for India

UNIT- V SOCIAL RESPONSIBILITY (4 Hrs)
Social responsibility and ethical issues in international business national differences in ethics
and social responsibility, codes of conduct for MNCs, decision flow chart for an MNC.

Skill Development

1. Analyzing cases.
3. Interaction with exporters.

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4. Integrated approach linking specializations for International Business.

Core Text

1. Hill, Charles W.L. and Jain, Arun K. International Business. New Delhi: Tata
McGraw-Hill,2009.

Reference Texts:

1. Daniels, John D., Radebaugh, Lee H. and Sullivan, Daniel P. International Business.
New Delhi: Pearson, 2007.

2. Aswathappa K. International Business. New Delhi: Tata McGraw-Hill, 2010.

External Experts

1 Dr. Erasi, 2. Dr. Sanjeevaiah,
Post Graduate Department of Commerce, Post Graduate Department of
Bangalore University. Commerce
Bangalore University.

M11- SERVICES MANAGEMENT STRATEGIES & PROJECTS
MBA 661 2 Credits

DESCRIPTION

This paper is offered as a marketing elective in the Sixth trimester. It prepares students for
careers in the booming service sector of India with an orientation mix of both conceptual &
working knowledge in service marketing concepts.

LEARNING OBJECTIVES


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To impart knowledge needed to implement quality service and service strategies across
service industries, such as banks, hotels, hospitals, educational institutions, professional
services and other goods industries that depend on service excellence for competitive
advantages.
To inculcate a service culture among students interested in a career in service sector.

UNIT I (Perspectives on Marketing in the Service Economy) (2 Hrs)
Introduction to Services,importance & role in new economy,distinguishing characteristics from
physical products posing marketing challenges,Expanded marketing mix.

UNIT II (Customer Behaviour in Service Encounters) (2 Hrs)
Customer Decision making: The 3 stage model of service consumption,understanding service
encounters,defining moments of truth,Customer expectation and Perception of Services

UNIT III (Segmenting & Positioning services in Competitive Markets) (3 Hrs)
Segmentation variables,Focussed and Unfocussed strategies,Search for competitive advantage
to distinguish a brand from competitors,Using perceptual Maps

UNIT IV (Developing Service Concepts) (2 Hrs)
Defining the Core and Supplementary elements of a service,The Flower of Service,Planning
and branding service products,Development of new services.

UNIT V (Distributing Services) (2 Hrs)
Determining the type of contact:Options for service delivery,Place and Time decisions,The role
of Intermediaries,Distributing Services Internationally.

UNIT VI (Pricing and Revenue Management) (3 Hrs)
Tripod strategy of Pricing,Activity based costing,Demand Elasticity based on pricing &
Customer segments,Yield management to maximize revenues

UNIT VII (Services marketing communication) (2 Hrs)
Setting Communication objectives,Challenges(intangibles)and opportunities in communicating
services,Marketing communications mix,Using Internet.

UNIT VIII (Designing and managing service processes) (2 Hrs)

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Blueprinting service operations to create valued experiences,Service Process Redesign,The
customer as co-producer.

UNIT IX (Balancing Demand & Productive Capacity) (2 Hrs)
Patterns & Determinants of demand, managing demand levels,overcoming capacity constraint,
Inventory demand through waiting lines & reservations

UNIT X (Crafting the Service Environment) (2 Hrs)
Understanding consumer responses to service environments,Dimensions of the service
environment.

UNIT XI (Managing People for Service Environment) (2Hrs)
Importance of Service Employees,Frontline & back office,Cycles of failure,mediocrity and
success,Human resource management,Service Leadership & Culture

UNIT XII (Managing relationships & building loyalty) (2 Hrs)
Level of Knowledge Working
Customer loyalty,The Wheel of Loyalty,Creating loyalty bonds,Strategies for reducing
customer defections,CRM

UNIT XIII (Achieving Service Recovery) (2Hrs)
Level of Knowledge - Conceptual
Customer Complaining behaviour,Principles of effective service recovery systems,Service
Guarantees,discoraging abuse and opportunistic behavior,learning from customer feedback

UNIT XIV ( Improving Service Quality and Productivity) (2Hrs)
Level of Knowledge Working
Integrating service quality and productivity strategies,What is service quality?The GAPS
Model- A conceptual tool to identify and correct service quality problems,Measuring and
improving service quality,Improving service productivity

[Total 30 hours]

Skill Development
1. Group presentations on service sectors in India with emphasis on BFSI & Infrastructure
services.
2. Segmentation & Positioning of Service Businesses.
3. Revenue Management Models
4. CRM Techniques
5. Measurement of Service Quality
6. Case studies

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Prescribed Texts
7. Christopher Lovelock,Jochen Wirtz,Jayanta Chaterjee, Services Marketing,
Pearson Prentice Hall
8. Valarie A. Zeithml and Mary Jo Bitner, Services Marketing,
Tata- McGraw- Hill Edition

References

1. Ravi Shankar,Services Marketing,Excel Books
2. Govind Apte, Services Marketing, Oxford University Press

External Experts
1. Dr Doreswamy, Professor
Amrita Institute of Management
Bangalore

F 11 FINANCIAL RISK MANAGEMENT
MBA 662 2 credits

DESCRIPTION
This course is offered in 6
th
trimester as finance elective to provide the students an
understanding of the emerging areas of Risk Management. This course equips the participants
with the tools and techniques to manage the financial risk efficiently. It also enables the
participants to learn powerful corporate governance and risk strategies to control both financial
and non financial risks.


178
LEARNING OBJECTIVES
Describe risk management contribution to the organization
To create awareness of the regulatory frame works, best practices and accounting &
legal issues.
To Understand VAR and methods for measuring VAR
To Understand the use of important financial ratios in risk management
To Understand why total risk matters
To relate concepts and practice of risk management through case studies from
organizations which failed due to inadequate risk management practices.

UNIT I (3 Hrs)
Concepts like systematic, non-systematic risks, total risk. Levels of uncertainty, risk and return

UNIT II (5 Hrs)
Level of Knowledge Analytical
Risk exposures and their identification. Business risk-types of risk- measurement of risk, risk
optimization- other business risks. Financial assets their characteristics, scope of FRM.

UNIT III (6 Hrs)
Level of Knowledge Analytical and practical

Financial risks, Options, futures and derivative securities. Assessment of financial asset risks,
interest rate & debt securities, value at risk. CAR, operational risks in banks, basel II
committee recommendations

UNIT IV (10 Hrs)

Basic arbitrage ideas, introductions to arbitrage pricing theory, the binomial option pricing
models, the Black-scholes analysis, American options and other instruments with early
exercise features. Use of financial ratios in RM

UNIT V (6 Hrs)

Equity options, stochastic volatility, monte Carlo Simulations, introduction to interest rate
sensitive securities, recent development and trends.

Instrument of trade credit (letter of credit) and other non-insurance risk financing forms.
Solvency, margins, misrnatch of habilities and assets (ALM), norms for investments, IFRS

Reference Books

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Financial Risk Management By Dun & Bradstreet Data McgraHill
The Essentials of Risk Management Michel Crooney- Dan Galai Robert Mark McgraHill
Risk Management & Insurance William Junior- Michel L Smith- Peter Young Mcgra Hill
Risk Management study course for CAIIB - IIB

H 11 - HUMAN RELATIONS SKILLS
MBA 663 2 Credits

OVERVIEW
The course is offered as a human resource elective in the second year. The course offers 19
skill areas under five major domains intrapersonal effectiveness, interpersonal effectiveness,
understanding and working in teams, and leading individuals and groups. It offers students a
balance between theory and application. It provides tips and techniques as well as conceptual
grounding to motivate participants to learn and apply a particular skill. This course is important

180
because organizations are looking for employees with outstanding interpersonal skills to help
them remain flexible and viable in todays competitive workforce.

LEARNING OBJECTIVES
1. To provide participants with opportunities to explore skills to be an effective human
resource executives
2. To allow participants hands on experience in the skills and increase their self efficacy in
tasks and duties relating to human resource management.
3. To learn the various skills and practice them
4. Helps assess level of effectiveness and enhance ones capability in each of the skills
5. Engage in receiving feedback from others and encourage self-feedback for each skill

UNIT I Intrapersonal Effectiveness: Understanding Self (8 Hrs)
Journey into self-awareness, self-disclosure and trust, establishing goals consistent with values
and ethics, self management time management and stress

UNIT II Interpersonal Effectiveness: Understanding and Working with Others (8 Hrs)
Understanding and working with diverse others cross cultural diversity, the importance and
skill of listening importance, barriers, characteristics of effective listening, non verbal
communication, conveying verbal messages assertive communication, persuading individuals
and audiences

UNIT III Understanding and Working in Teams (Part 1) (8 Hrs)
Negotiation types, benefits, stages and tips for effective negotiation, building teams and work
groups team development stages and characteristics of high performance teams, Managing
conflict sources, strategies for managing conflict, achieving business results through effective
meetings

UNIT IV Understanding and Working in Teams (Part 1I) (8 Hrs)
Facilitating team success facilitative preventions and interventions, limitations to facilitation,
making decisions and solving problems decision making process, problem solving techniques
and creativity, power and politicking importance and ethical issues in politicking

UNIT V Leading Individuals and Groups (8 Hrs)
Networking and mentoring importance and uses, strategies and barriers, stages of mentoring,
coaching and providing feedback for improved performance effective coaching behaviours,
giving feedback, characteristics of effective feedback, tips for preparing and leading a feedback
session, leading and empowering self and others leadership and empowerment, project
management steps to managing projects and project management tools

(40 Hours)

SKILL DEVELOPMENT
Set of questions that relate to the learning objectives for each skill

181
Case study that helps participants understand how the skill (or lack thereof) applies in a
real world situations
Strategies for learning and using the skills
Exercises are reflective and experiential
Role plays
Interactive lectures and individual and group tasks

PRESCRIBED TEXT
De Janasz, S. C,. Dowd, K. O, and Schneider, B. Z. Interpersonal skills in organizations, 3rd
Edition, McGraw-Hill Irwin, 2009

REFERENCE BOOKS
Robbins, S.P and Hunsaker, P. L. Training in interpersonal skills; Tips for managing people at
work, 4th Edition, Pearson Education, 2008
Hodgetts, R. M. Modern human relations at work, 8th Edition, Thomson Learning, 1999
Kotter, J. P. The new rules: How to succeed in todays post corporate world, The Free Press,
New York, 1995
Dwivedi, R. S. Human relations and organizational behaviour: A global perspective, 5th
Edition, Macmillan Business books, 2007

EXTERNAL EXPERTS
1. Alok Chatterjee
CEO - Moss and Hue

2. Kevin Samuel
Director greenshoots

Dean, Indian Business Academy

4. Dr. Vivekanand
Faculty, Icfai Business School

OP 11 - GREEN OPERATIONS (WASTE MANAGEMENT)
MBA 671 2 Credits

Descriptions:
This paper offers a fundamental framework for Green Operation ie., Waste and Pollution
Management stressing to generate most minimum waste in an organization. This course
provides students with knowledge of Waste and Pollution management adherence and in
broader sense towards meeting the corporate objectives. A lean concept

182

Learning Objectives:
To enable the students in Operations specialization to acquire an understanding of the
different types of wastes generated and how to handle the same and the requirements
for control of industrial pollution as per regulatory requirements for the industries.
This will enhance the knowledge in students in the area of Waste and Pollution
management adherence
The students will be asked to analyze a problem of any industry in this area and give a
report.
This being a lean concept, awareness of corporate social responsibility will be
developed in the students. To make the students aware of the waste management
requirements in an organization.

UNIT I
Introduction (4 Hrs)
History of waste treatment and disposal, European Union Waste Management Policy, sate
strategy of European, Asian countries, policy Instruments, Waste management Legislation, The
economics of Waste Management, Options for waste treatment and disposal

UNIT II
Operational 7 Type wastes (4 Hrs)
Defects, Overproduction of goods, Transportation, waiting, over processing, Motion,
Inventory, Optimizing them

UNIT III
Waste Recycling and Landfill (5 Hrs)
Definition of waste, Waste arisings, hazardous waste, Sewage sludge, Other wastes, Waste
containers, Collection Systems and treatment, Economic Considerations, Material recycle
Analysis , Waste landfill directives, Site Selection and Assessment, Consideration for landfills,
Types of Waste landfills, Landfill design and Engineering, Landfill Liner materials, Landfill
liner system, Processes Operating in Landfills, Landfill Capping, Landfills site completion and
restoration, Energy recovery from landfill Gas, Old landfill sites.

UNIT IV
Waste Treatment Technologies (4 Hrs)
Waste Treatment Technologies- Pyrolysis, Gasification, Combined Pyrolysis-Gasification,
Composting anaerobic Digestion.

UNIT V
Waste Management (5 Hrs)
Level of Knowledge Coceptual & Working Knowledge

183
Introduction, Integrated Waste management, Waste management organization, Repair and
Reclamation, Cost Benefits of waste management, e-waste management..

UNIT VI
Air Pollution (4 Hrs)
Sources of Air Pollution, Pollution Sources and Effects, Meteorological Aspects of Air
Pollutant Dispersion, Air Pollution Sampling and Measurement, Air Pollution Control Methods
and Equipment.

UNIT VII
Other Pollution ( 4 Hrs )
Waste Water Treatment, Solid Waste Management, Hazardous Waste Management, Impact of
Man on the Environment: An Overview, Control of Specific Gaseous Pollutants, Control of
Specific Gaseous Pollutants, Waste Water Treatment, Solid Waste Management, Hazardous
Waste Management

Skill Development:-
Group wise presentation by students on different types of wastes generated by different
type of industries and what are the methods adopted by various industries for disposal
of wastes as per regulatory requirements.
Students will know about the latest concept in waste management.
Students will know about the latest concept on pollution control
Quality Circle team to propose the Waste management initiatives for the campus and
make the campus green.
Case studies
Presentations on regulations regarding hazardous waste management.

Prescribed Books
1. Paul T. Williams ,Waste Treatment and disposal, John Wiley and sons publisher.
2. C S Rao ,Environmental Pollution Control Engineering, New Age International Publisher

External input:
1. Prof. Shivananda 2. Prof. Jishnu Hazra
Vising Faculty IIM, Bangalore
Bangalore
3. Prof.A.R.Muthuswamy,
Ex-ED Operations & Maintenace,External Faculty,Bangalore

M 12 - BRAND MANAGEMENT
MBA 664 2 Credits

DESCRIPTION

This paper is offered as a marketing elective in the sixth trimester. This course aims to
develop conceptual knowledge of branding as part of marketing decision making and to
familiarize concepts of developing a brand, manage brand portfolios, brand lifecycles,
brand extensions & rebranding decisions.


184
LEARNING OBJECTIVES

To develop in students an understanding of brand management concepts and prepare
them for careers in the areas of strategic brand management.
To enable the students to be successful brand strategist & enable them to develop
successful interfaces with sales, advertising & channel functions. acquire an
understanding of the concept and meaning of customer relationship, the relationship
process and various models of value and satisfaction.

UNIT I Brand definition and Success (4 Hrs)
Strategic Success and Pioneer advantage, Successful brands, Concept of Market re-definition ,
General success and Brand success

UNIT II: Brand equity (6Hrs)
Cost based methods Price based methods Customer based brand equity
Brand asset management strategy

UNIT III : Brand Identity (8 Hrs)
Brand Identity, The Identity structure, Developing Brand Identity system
Clarifying & elaborating Brand identity system
A strategic process for Building Integrated brands, Brand Vision, Brand Objectives
Choosing brand Elements, Designing & Implementing Branding Strategies
Leveraging Secondary brand knowledge

UNIT IV : Brand extension & Brand Portfolio strategy (6 Hrs)
Types of brand extension, Need for brand extension Pros & Cons of brand extension
Category of related extensions & unrelated extensions
Brand Portfolio Strategy. Creating relevance, differentiation, leverage & clarity

UNIT VI Brand Personality & Brand Repositioning (6 Hrs)
Importance of Brand Personality Emotion centered definitions Brand image
Brand Image and country of origin, celebrity, user status,
Positioning and repositioning Relevance to consumers Search for a viable position
Making the brand serious, contemporary Brand as a differentiator

Skill Development
1. Group presentations on various Branding initiatives from diverse business sector
2. Case studies
3. Presentations on Branding news updates

Prescribed Text:
Lane Kevin Keller, Strategic Brand Management, Pearson education 2006

185

Reference Books:
1. Richard Elliott, Larry Percy,Strategic Brand Management, Oxford University press
2007
2. Simon David A. Aaker & Shcuster, Building Strong Brands
3. kapferer Jean Noel, The New Strategic Brand management, Kogan page, 2007

Internet Sites
www.brandingasia.com www.brandchannel.com
Blogs
Thebrandingblog.com

F 12 - COMMODITY MARKET
MBA 665 2 Credits

DESCRIPTION
This paper is offered as a finance elective for the MBA programme. The course provides a
comprehensive knowledge to the students about the functioning of global and domestic
commodity markets with a practical approach and also kindles sufficient interest in them to
consider this area for their career growth.

186

LEARNING OBJECTIVES
To provide students with a conceptual and practical framework of the functioning of
Commodity Markets.
To provide students with working knowledge about hedging, arbitraging and
speculating in Commodity Markets
To provide students with the knowledge of Commodity Markets as an asset class for
investment.

UNIT I INTRODUCTION & STOCK EXCHANGES (7 Hrs)
Introduction to Commodity Futures Markets
Meaning of Commodity
Types of commodities
Agricultural
Metals Base & Precious metals
Energy
Others
Structure and evolution of Agri markets in India
Commodity Markets : a perspective
Cash markets, Forwards and Futures
Brief history of development of Commodity Markets
Global scenario
Indian scenario
Relevance and potential of commodity markets in India
Regulatory framework of commodity derivatives markets
FCRA, FMC
Kabra Committee report
Benefits of Trading in Commodities
Benefits to investors, producers, consumers and manufacturers
Benefits to economy
Commodity stock exchanges
Indian National / Regional Commodity Stock exchanges
Global Commodity Stock exchanges
UNIT II WAREHOUSES (3 Hrs)
Role of ware houses and collateral managers in Commodities Markets
Warehousing, warehouse-receipts etc
Role and functions of collateral managers
Role of assayers and Quality of underlying assets
Role of Registrar and Transfer agents
UNIT III TRADING, CLEARING & SETTLEMENT (4 Hrs)
Clearing and Settlement
Role of clearing exchanges and its functions
Professional Clearing Member
Trading and Clearing Member
Trading Member
Role of clearing members
Contracts specifications in commodity futures

187
Calendar and settlement schedule
Margining
Initial margin
Daily Mark to Market
Delivery Margin
Special / additional margin
Open Interest Limits
Types of Orders
Final settlement
Cash settlement
Physical settlement
quality issues- premium / discount on contract price
delivery conditions etc
UNIT IV FUNDAMENTAL & TECHNICAL ANALYSIS (7 Hrs)
Fundamental and Technical Analysis in Commodity Markets
Fundamental Analysis
Global and domestic demand supply dynamics, Closing stock positions
Cropping and growth patterns, price trends and factors that influence prices
Technical Analysis
Trading strategies in Commodities using technical analysis
UNIT V HEDGING, ARBITRAGING & SPECULATING (7 Hrs)
Using Commodity Derivatives
Pricing of commodity derivatives
Backwardation / Contango markets
Hedging
Rolling the hedge
Tailing the hedge
Optimal hedge ratio
Hedging effectiveness
Cross hedge
Basis risk
iii. Arbitraging
Cash and Carry arbitrage
Reverse cash and carry arbitrage
Convenience yield
Implied returns
Full carry, Net carry
iv. Speculating

UNIT VI TAXATION (2 Hrs)

Taxation issues governing commodity markets
Speculative Transactions, Set off rules, Transaction costs, Sales tax issues
[Total 30 hours]
Skill Development

188
1. To practically understand and follow day-to-day developments in the Commodity
markets.
2. To develop the skill of using Commodity markets as one of the asset classes for
investments.
3. To develop technical analysis skills.
Prescribed Text:
Indian Institute of Banking and Finance, Commodity Derivatives, Macmillan Publications,1
st

Edition

Reference Texts:

1. Parameswaran Sunil K, , Futures Markets- Made easy with 250 Q & A, Tata McGraw
Hill Publications, 1
st
Edition
2. Varma Jayanth Rama, Derivatives and Risk Management, Tata McGraw Hill
Publications, 1
st
Edition
3. Niti Nandini Chatnani, Commodity Markets Operations, Instruments and
Applications, Tata McGraw Hill Publications, 1
st
Edition
4. National Stock Exchange, Commodity Markets (NCFM) ,1
st
Edition

H 12 - QUANTITATIVE HUMAN RESOURCE MANAGEMENT

MBA 667 2 Credits

Objective
This course focuses on the statistical techniques and data analysis methods appropriate for
quantitative human resource management research projects.

189
Students learn the importance of reliability, validity, and accurate measurement, and how to
conduct reliable and valid research projects vis--vis calculating the costs of various HR
processes which will enable the organizations to factor in the tangible benefits derived from
HR activities. This will help in cost planning for HR activities.
This is a useful tool for human due diligence exercise in mergers & acquisitions.

UNIT I
Principles of HR research and quantitative HRM (3 hrs)
Defining HR research and Quantitative HRM significance and relevance.
Types of HR research. Advantages of measuring HRM. Consequences of not measuring HRM,
Common problems with metrics, Using statistical tests in HR Research, Sampling.

UNIT II
Tools, Techniques and Nonparametric tests in HR Research (3 hrs)
Types of quantitative research, data types and preparation for analysis hypotheses formulation,
common and uncommon data collection methods, , non parametric tests for related and
independent samples. Multivariate data analysis and meta analysis.

UNIT III
Staffing metrics (6 hrs)
Why managers need to pay attention to recruitment? What are the expectations from
recruitment from organizational/managerial perspective? Recruiting tools and practices a
quick audit, How and when to measure the quality of hire, measuring the quality of
applicants. Measuring the costs of hiring. Attrition metrics techniques used to calculate
attrition, manpower planning metrics push model (markov) and pull model (renewal models),
quantitative tools for forecasting manpower requirements.

UNIT IV
Development metrics (6 hrs)
Training ROI, , measuring employee satisfaction, attitude measurement and survey, Training
evaluation models, tracking the value of career management, measurement,
performance metrics, performance matrix Shingo prize model, EFQM, and Baldridge criteria
calculating 6sigma, assessing the training organization, customer focused metrics, BSC, HR
Scorecard, performance measurement using ranking and rating systems, scales for evaluation
of performance, HRs role in value chain, HR Accounting.

UNIT V
Compensation metrics (5 hrs)
connecting it to revenues and expenses, calculating various wage/salary related measures.
Variable pay systems, types of executive compensation, quantitative application in
Compensation percentiles, cost benefit analysis, and comparators. Mistakes in compensation
designing. Employee benefits, Calculation of incentives, measuring the impact of weak
incentives.

UNIT VI
Trends in quantitative HRM (5 hrs)
Development of HR dashboard, HR index, internal improvement
Monitors and smoke detectors, using factor analysis in HR research problems, HR Audit
research, and Organization Health survey.


190
[Total 30 hours]

REFERENCE BOOKS:

1. Bhattacharyya, Kumar Dipak, HR Research Methods, 2007, University Press
2. Sullivan, John, HR Metrics, 2007 Kennedy Information

OP 12 - SOFTWARE ENGINEERING & SOFTWARE PROJECT MANAGEMENT

MBA 672 2 Credits

DESCRIPTION
The course offers a fundamental framework for Software engineering and software project
management in an organization. The course approaches software development from a

191
Systems Engineering perspective (an interdisciplinary, collaborative approach to the
engineering of system solutions which aims to capture stakeholder needs and objectives
and to transform these into a holistic, life-cycle balanced system solution which both
satisfies the minimum requirements of the stakeholders, and optimises overall solution
effectiveness according to the values of the stakeholders).

LEARNING OBJECTIVE
o To learn to create document for specifying, acquiring, developing, evaluating,
supporting or managing software intensive systems in future.
o To enhance knowledge which Integrates best practices from the fields of quality,
software engineering, and project management
o To understand how to tailor best practices to the unique requirements of your
projects
UNIT I Introduction to software project management (5 Hrs)

Definition of Project, Software projects v/s other types of projects, problems with software
projects, Plans, methods and methodologies.

UNIT II Overview of Project planning (5 Hrs)

Stepwise project planning. Project Scheduling, Project writing, selection of an appropriate
project approach, project schedules, forward pass, backward pass, Identifying critical activities.

UNIT III Project estimation, monitoring and reviews (5 Hrs)

Basis of software costing, Problems with over and under estimates, estimation techniques,
function point analysis, Cost monitoring, creating a framework, Visualizing progress, earned
values analysis, cost benefit analysis

UNIT IV Risk management ( 5 Hrs)

Introduction to risk, categories of risk, framework of dealing with risk, Risk identification, risk
assessment, risk planning, risk management, applying the PERT technique, risk evaluation

UNIT V Personnel selection and Evaluation (4 Hrs)

Managing people and organizing teams, understanding behavior, selecting the right
person for the job, Instruction in the best methods, dispersed and virtual teams, stress.


192
UNIT VI Report writing and presentation (6 Hrs)

Finalizing the summary and preparing the report for all the activities.
Skill Development

1. Group presentations of a live Software Application
2. Group presentation of different Software development model.
3. Case analysis as to how Software Engineering can help in system improvement.

Prescri bed Books:-
1. Peters Pedrycz, Soft ware Engi neering Proj ect Management , Wi l ey
Publi cat ions
2. J.Nicholas and Steyn, Project Management, Principles and practice, Elsevier

Reference Books:-
3. Bob Hughes & Mike Cotterell, Software project Management, Tata McGraw Hills.
4. Project Management in IT, Kathy Schwalbe, Thomson Publications,

External Experts
1. Prof. B.Rajendran Thangadurai, 2. Prof. A.R.Muthuswamy
(Ex Oracle) RB & Creations, Ex-ED-SAIL
501 Block 18 Glitter, Visiting Faculty
Sun City Apartments, Outer Ring Road, Bangalore
Bangalore -34

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