TRIMESTER-I

S.N.

Code

Subject

1.

101

Principles of Management

2.

102

Business Communication

3.

103

Financial Accounting

4.

104

Quantitative Techniques in Management

5.

105

Marketing Management

6.

106

Managerial Economics

7.

107

Computer Applications in Management

101: Principles of Management

1

Contents:
Unit-1
Introduction to Management: Historical background and theories of management,
Meaning,
Components, features, functions, nature and, Levels of management,
Planning: Meaning, steps, process, objectives, essentials, nature, Importance, types,
classification, Scope, limitations of planning, forecasting- importance and limitations,
Policy classification, formulation, distinction between Policy & planning,
Unit-II
Decision Making- Meaning, characteristics, steps, principles, types of Decision-making.
Organising:Organisation- Meaning, features, nature, importance, principles & types of
organisation.
Departmentation- meaning, process, types and functions.
Unit-III
Authority-Sources of Authority, decentralisation of authority, distinction between
delegation and decentralisation Limitations, techniques, organisation charts.
Delegation- Meaning, characteristics, process, limitations, Distinction, between authority
and responsibility.
Staffing: Job description-Analysis and Evaluation
Human Resource planning- Man Power Planning- Objectives, Techniques, process and
problems
Unit-IV
Recruitment- Meaning, aim of recruitment policy, sources.
Selection Meaning, criteria, process
Performance Appraisal- Meaning, need, problems, methods
Unit-V
Training- Meaning, need, problems and methods
Directing: Communication- meaning, characteristics, elements, Objectives, importance,
principles of communication Barriers in communication, types of communication
Motivation- meaning characteristics, importance, positive and negative motivation,
theories of motivation.
Leadership-Meaning, qualities (traits), functions, Importance, theories of leadership,
difference between leaders and managers
Controlling: Management Control- meaning, nature, scope, Elements,types, principles &
techniques of Management control.

Reference:
2

1 Peter F Drucker, Practice of Management, Pen books Ltd.

2. L. M. Prasad, Principles and practices of Management, Sultanchand & sons.
3. P.C. Tripathi & P.N. Pandey, Principles of Management, Tata McGraw Hill Publshing.
4. Parag Diwan & L.N. Aggarwal, Management Principles and Practices, Excels Books.
5. S.K. Kapur, General Management

102: Business Communication

3

Unit I
Process of written communication:
An overview effective communication in business its components
Formal Reports:
What is a format report? Preparatory steps types structure letter and memo reporting
Unit II
Business Correspondence: Compulsory elements optional elements layout and from
types sales letter inquiry letter quotation letter job application letter curriculum
vitae class discussion persuasive writing
Social correspondence: Letter of recommendations, letter of introduction, letter of
congratulation, informal/ formal invitations, letter of condolence, notices agenda minutes
writing
Unit III
Grammar problems, quality aspects of communication, effective reading. Write for your
readers, practice class in effective business writing
Technology and methodology for effective written communication, cross cultural writing
Unit IV
Nature of Communication: Different types of communication like letters,
memos, reports, fax, email, presentations, telephone,
and multimedia, choosing the means of communication, stages in
communication cycle, Barriers to communication, communication
systems.
SUGGESTED READINGS
1) Lesikar R V and Pettit Jr J D- Business Communication: Theory and Application
(Tata McGraw-Hill, 2002)
2) Tayler Shinley - Communication for Business (Pearson Education, 2002)
3) Bovee C L et al- Business Communication Today (Pearson Education, 2002),
New Delhi
4) Hargie O et al- Communication Skills for Effective Management (Palgrave,
2004)
5) T N Chhabra, Bhanu Ranjan Business Communication (Sun India,
2004)
6) P.D. Chaturvedi Business Communication (Pearson Education)
7) Meenakshi Raman-Technical Communication- (Oxford University Press)

103: Financial Accounting

Contents:
Unit-I
Meaning & Scope: Needs & Functions of Accounting, Branches of Accounting,
Financial Accounting v/s Management Accounting
Accounting Principles
& Standards: Accounting Concepts, Accounting
Conventions, and Accounting Standards.
Unit-II
Accounting Mechanics: Journals, Ledger & Cash Books, Bank Reconciliation
Statements, and Trial Balance.
Unit-III
Financial Statements: Trading Account, Profit & Loss Account, Balance Sheet,
and Capital & Revenue.
Unit-IV
Depreciation Accounting: Concept of Depreciation, Methods of Providing
Depreciation, Provisions & Reserves.
Unit-V
Company Accounts: Meaning & Definition of Joint Stock Company, Types of
Companies, Private Ltd Co v/sPublic Ltd Co
Issue & Forfeiture Of Shares: Accounting Entries of Share Capital, Issue & Calls
of Shares, Under & Over Subscription Of Shares, Forfeiture & Surrender of Shares
Issue Of Debentures: Meaning & Classification of Debentures Issue of
Debentures, and Accounting Entries of Debentures.
References:
S N Maheswari, Introduction To Accountancy
R L Gupta & V K Gupta, Financial Accounting
S P Jain & K L Narang , Fundamentals Of Accountancy
M C Shukla , Advanced Accountancy

104: Quantitative Techniques in Management

Contents:
Unit-I
Introduction To The Course: Role of Statistics in Management Decisions, Types of Data
and Data Collection Methods.
Unit-II
Descriptive Statistics: Arrangement of Raw Data, Construction of Frequency Distribution
Table, Graphing Frequency Distribution Frequency Polygon, Frequency Curve and
Histogram Bar Chart and Pie-Chart, Skew Ness and Kurtosis.
Unit-III
Measures of Central Tendency: Mean, Median And Mode, Geometric Mean, Harmonic
Mean Quartiles Deciles and Percentiles, Measures of Dispersion: Range, Quartile
Deviation Mean Deviation Root-Mean Square Deviation (Standard Deviation), Variance,
Coefficient of Variation
Unit-IV
Probability: Basic Concepts, Three Types of Probability, Probability Rules, Probabilities
Under Statistical Independence and Dependence. Probability Distribution and Random
Variables. Binomial Distribution, Poisson Distribution, and Normal Distribution.
Unit-V
Correlation and Regression Estimates: Testing of Hypothesis: Testing for Differences
Between Means and Proportions, Test for Difference Between Means: Large Sample
Sizes, Small Sample Sizes, and With Dependent Samples.
Time Series Analysis: Trend, Seasonal Variation, Cyclical Variation, Random
Factor; Analysis of Variance and X2 Test of Significance.
References:
1. Levin, R.I. and Rubin, D.S., Statistics for Management, PHI, India, 7th
Edition, 2001.
2. G.C. Beri, Statistics for Management, Tata Mcgraw Hill, 1st Edition, 2003.
3. Gupta and Kapoor , Fundamentals of Statistics

105:Marketing Management
Unit I
Nature and Scope of Marketing; Marketing Management, Philosophies; Marketing
Environment; Consumer Behavior; Consumer Markets and Industrial Markets; Market
measurement and forecasting.
Unit II
Market Segmentation, Targeting and Positioning, Segmenting Markets Bases and
Process, Market Segmentation and Product Differentiation, Target Market Selection,
Positioning Nature, Importance and Process of Marketing Research.
Unit III
Marketing Mix decision: Product Decisions, New Product Development; Product Mix,
Branding and Packaging Decisions; Product Life Cycle; Pricing Decisions: Objectives and
Determination, Methods of Setting Price and pricing strategies.
Unit IV
Promotion: Promotion Mix-Advertising, Sales Promotion, Personal selling; and Public
Relations: Direct Marketing & Relationship Marketing; Placement: Channels of
distribution: Levels and types of channels, functions and management of channel members:
Channel Selection & Motivation; Management of Physical Distribution; Current trends in
wholesaling and retailing; Marketing Organisation and Control
Unit V
Emerging Trends & Issues in Marketing: Rural Marketing, CRM, Services marketing, B2B
Marketing, Internet Marketing,
SUGGESTED READINGS:
1. Kotler, Philip, Marketing Management: Analysis, Planning, Implementations and
Control, Pearson Education, New Delhi. 2003, 11th ed.
2. Stanton William J., Fundamentals of Marketing, McGraw Hill, N.Delhi 10th ed. of
1994.
3. Kotler, Philip and Armstrong, Graw. Principles of Marketing, Pearson Education, New
Delhi 2004.
4. Neelamegham, S., Indian Cases in Marketing, Vikas Pub. New Delhi.
5. Bull, Victor P., Marketing Management: A Strategic Planning Approach, McGraw Hill,
New York.
6. Czinkota, M.R., Marketing Management, Pearson Education Asia, New Delhi 2004.
7. Saxena Rajana, Marketing Management, Tata McGraw Hill, New Delhi 2004.

106: Managerial Economics

Contents:
Unit-I
Introduction to Managerial Economic; Demand Supply-Basic Framework; Theory of
Consumer Behaviour: Cardinal and Ordinal Approaches to Consumer Behaviour, Rational
Behaviour, Consumers Equilibrium an Demand Analysis; Choice Making Under Risk and
Uncertainty; Demand Functions; Demand Elasticities, Derivation of Market Demand,
Demand Forecasting, Methods of Demand Forecasting.
Unit-II
Theory of Production: Insoquants, Isocost Lines; Production Function; Laws of Variable
Proportion, Returns to Scale; Theory of Cost: Traditional Theory and Modern Theory of
Cost, Estimation of Cost Function.
Unit-III
Market Structure: Concept of Market, Forms of Market; Perfect Competition, Monopoly,
Oligopoly-Equilibrium of Firms in Various Forms of Market.
Unit-IV
Theory of Firms: Baumols Sales Revenue Maximisation Model, Marris Model of the
Managerial Enterprise,Williamsons Model of Managerial Descretion,Behavioral Model of
Cyert and March.
Unit-V
Information Economics-Asymmetric Information & Market Failure, Externalities and
Public Goods.
Unit-VI
Theory of Games: Two People Zero Sum Game, Non-Zero Sum Game; The Prisoners
Dilemma, Game Theory and Competitive Strategy.
References:
1. Dholakia R.H., Oza A.N., Micro Economics for Management Students, OUP, Delhi1997
2. Koutsoyiannis, A Modern Micro Economics, Mac Millan Press Ltd.
3. Gupta G.S., Managerial Economics, TATA Mcgraw Hills 1998
4. Henderson James M. & Quant L.E, Micro Economics Theory: A Mathematical
Approach, Mcgraw-Hill International Edition.
5. Dwivedi Managerial D N , Economics, Vikas Publishing
6. Maurice/Thomas, Managerial Economics

107: Computer Applications in Management

Unit I
Information: Information concepts and processing; Evaluation of information processing
techniques; Data; Information language and Communication
Computer Organization: Central Processing Unit; Storage Devices: Primary and secondary
storage devices; InputOutput devices; Generations of computer systems and growth of
personal computers. Memory buffers: input /output buffers; Graphic interfacing; I/O
Processors and multi-user environment
Unit II
Overview: Languages; Compilers; Interpreters; Assemblers; OOPS; SQL; Java (an
introduction)
Use of MS-Office: Basics of MS-Word, MS-Excel and MS-PowerPoint; Application of
these softwares for documentation and making reports; preparation of questionnaires,
presentations, tables and reports (Practical)
Unit III
Operating Systems: Concept of an operating system; Operating system as resource manager
and coordinator of devices and jobs; Elements of Window operating systems; Use of
menus, tools and commands of window 95/98 operating systems
Computer Networking: Single and multi-user; Multi-task computer systems; File
maintenance; Concept of computer network: functions and scope of LAN, WAN Network;
Internet; E-mail
Unit IV (8 Sessions)
Internet and its uses: Architecture and functioning of Internet; World-wide web and its
structure; Role of internet service providers; Website development related to different
specialisations of management; Searching and downloading from internet and uploading of
websites in some cases; Updating of some simple websites
Unit V (8 Sessions)
Microsoft Access & Spreadsheet: Concept of database creation and modification of
database files; Expressions and functions

Application: Information Technology (IT) applied to various functional areas of

management, such as Production / Operations, Marketing, Human Resource, Finance and
Materials Management
SUGGESTED READINGS
1) Cyganski- Information Technology: Inside and Outside (Pearson)
2) Lucas Jr H C- Information technology for management (Tata McGraw- Hill), 6th ed,
1997.
3) Saxena S- A first course in computers (Vikas, 2003)
4) Leaon, Alexis & Mathews: Information Technology (Vikas)
5) Basandra S K- Computers Today (Galgotia), 2003.
6) Leon A and Leon M- Introduction to Computers (Leon Techworld, 1999)
107: Information Technology for Managers
Unit 1:
IT in the Business Environment
Introducing Computer System: What is a computer, difference between IT and Computer
science, Classification of computers, Computers for individual users and for organizations
Business and Information technology: Porters five forces model and role of IT
Information Technologies in the modern organizations: Role of IT played in various
industries.
Unit 2:
Looking inside the IT Infrastructure
Dissecting the computer system
Computer Hardware: Input units, Output units, Storage units, Control unit
Computer Software: What is software, Types of software, Acquiring software
Operating Systems: Definitions of Operating systems, main functions of operating systems
Managing Organizational Data and Information: Business Data Processing, Data and
Information revisited, Data storage hierarchy, Introduction to DBMS and RDBMS
Telecommunications and Networks: Data elements of a Communication system, Data
transmission modes, Network Topologies, Network types: LAN, WAN, MAN, Internet,
Intranets and Extranets
Unit: 3
Applying IT for Competitive Advantage
Introduction to Information Systems, Types of Information Systems
Functional, Enterprise and Inter- organizational system: TPS, MIS, DSS and Expert
Systems
Electronic Commerce
Unit 4:
Face to Face with the computer world
Introduction to MS- Office
References:
10

1. Saxena Sanjay, Computers Applications in Management, Vikas Publishing House

2008.
2. Basandra SK, Computers Today, Galgotia Publications
3. Sinha Pradeep K., Computers Fundamentals, BPB Publication
4. Norton Peter, Introduction to Computers, Tata Mc Graw Hill, Sixth edition
Turban, Rainer, Porter, Introduction to IT, Willey Publications, Second edition

TRIMESTER-II
Subject

S.N.

Code

1.

201

Economic & Legal Environment of Business

2.

202

Organizational Behavior

3.

203

Production & Operations Management

4.

204

Management Information System

5.

205

Financial Management

6.

206

Management Accounting

11

201:Economic & Legal Environment of Business

Unit-I
An overview of Business Environment: Introduction to Economic Environment; Political
Environment; Legal Environment; Technological Environment; and Demographic
Environment.
Unit-II
Business and Society: Societal Environment: Objectives and Importance of Business,
Business Ethics, Business and Culture; Social Responsibility of Business: Responsibilities
to Different Sections; Consumer Rights and Consumerism.
Unit-III
Industrial Polices and Regulation: Industrial Policy-1991, Public, Private, and Joint and
Co-operative sectors, Indian Company Law: Objectives, Classification, Formation of
Companies, and Board of Directors.
Unit-IV
The Financial System: Monetary and Fiscal Policies; SEBI; and Industrial Financial
Institutions.
Unit-V
Global Environment: WTO: Objectives, Functions, Implementation Issues; Multinational
Corporations: Definition, Meaning, Merits and Demerits, Multinationals in India;
Globalization: Meaning and Dimensions, Features, Conditions for Globalization, foreign
Market Entry Strategies Pros and Cons of Globalization; MRTP; FEMA.
References:
1. Ghosh Biswanath, Economic Environment & Business, Vikas Publishing House,
New Delhi, 2002.

12

2. .Cherunilum F, Business Environment, Himalaya Publishing house, New Delhi,

2003.
3. Maheshwari, S.N. and Maheshwari, S.K., A Manual of Business Law, Himalaya
Publishing House, New Delhi, 2005.
4. Bedi, Suresh. Business Environment, Excel Books, New Delhi, 2004.
5. Tulsian, P.C, Business Law, Tata McGraw Hill, New Delhi, 2004.
6. Sundaram and Black, The International Business Environment, Prentice Hall, New
Delhi, 2003.
7. Chidambaram Kand alagappan V, Business Evironment, Vikas publishing House,
New Delhi, 2007.

202: Organizational Behaviour

Unit I
Organizational Behaviour (OB): Concept, nature, characteristics,
conceptual foundations, determinants and importance; concept of
knowledge management & Emotional Intelligence in contemporary
business organisation.
Unit II
Perception: Concept, nature, process, importance. Management and
behavioral applications of perception.
Attitude: Concept, process, and importance. Attitude measurement.
Personality: Concept, nature, types and theories of personality shaping.
Learning: Concept and theories of learning.
Unit III
Motivation: Concept, principles, theories content and process.
Monetary and non-monetary motivation.
Leadership: Concept, functions, styles, and theories of leadership-trait,
behavioural, and situational.
Unit IV
Analysis of Interpersonal Relationship, developing interpersonal
relationship.
Group Dynamic: Definition of Group, stages of Group Development,
Punctuated Equilibrium Model, Group Structure, Group Decision Making.
Unit V

13

Organizational power and politics: Concept of power, sources of power,

classification of power, contingency approaches to power. Political
implications of power. Dynamics of power and politics.
Organizational Conflict: Concept, Sources, types, functionality and
dysfunctionality of conflict. Classification of conflict-intraindividual, interpersonal, inter-group, and organizational. Resolution of conflict, meaning
and types of grievance and process of grievance handling.
SUGGESTED READINGS:
1) Davis, Keith -Human Behaviour at Works: Organizational Behaviour (Tata
McGraw Hill, New Delhi.)
2) Pareek, Udai- Behavioural Process in Organizations (Oxford and IBH, New
Delhi.) 1981.
3) Robbins, S.P - Organizational Behaviour ( Pearson Education, New Delhi.)
10th ed, 2003.
4) Luthans, Fred,- Organizational Behaviour (McGraw Hill,) 1998, New Delhi.
5) Green berg, Behaviour in Organizations, Pearson Publication
6) Jit S. Chandan, Organization Behaviour, (Vikas Publishing House),
2004.

203: Productions & Operations Management

Unit I
Introduction to Operations Management - Operations management as a system Operations strategy - Products and services system - Competitive priorities-order
winners and qualifiers
Product design - Process of new product development - Implications of product life
cycle to operations management - CAD and concurrent engineering - Reliability,
maintainability and safety - Designing for manufacturability - Value analysis Modular design
Unit II
Process selection - Generic manufacturing process and their choice - Hybrid
processes including flexible manufacturing systems - Flow strategies - Process
Mapping
Facility decisions - Layout design - Location analysis
Capacity planning - Design, effective and actual capacity - Determinants of
effective capacity - Economies of scale - Estimating equipment requirements Capacity strategies
Aggregate Planning - Strategies for meeting demand - Techniques for aggregate
planning
Unit III
Supply Chain Management - Introduction to the concept of supply chain - Make or
14

buy decisions - Vertical integration

Inventory management - Dependent and independent demand inventories - EOQ
model - Non instantaneous replenishment - Reorder point model - Periodic review
model - Single period model. ABC analysis
Unit IV
Material requirement planning - Inputs for MRP system - MRP processing, reports
and record updating - Lot sizing rules
Scheduling - criteria for evaluating performance of a schedule - Scheduling in line,
batch and job type production systems Single, two processor and multi processor
scheduling - Personnel scheduling - Synchronous manufacturing and introduction
to Theory of Constraints.; Just In Time system - Characteristics of JIT including
Kanban system - JIT vs traditional system
Quality management - Definition of quality - Role of employee involvement and
continuous improvement- Costs associated with quality - Tools for TQM Introduction to six sigma
SUGGESTED READINGS
1) Adam Jr Everetl E. R J Production and Operations Management (PrenticeHall, 1992), 2000 5th ed.
2) Chary- Production and Operations Management (Tata McGraw-Hill, 1997 9th
ed.)
3) Hill T- Operations Management (Palgrave, 2000)
4) Johnston R et al Cases in Operations Management (Pitman, 1993)
204: Management Information System
Unit I
Foundations of Information System: Introduction Information Society, Role of IS,
System Concepts, Components of IS, IS Resources, IS Activities, Classification of IS:
Operations Support, Management Support, Other Classifications (ES, SIS, BIS, IIS)
Unit II
Applications in Business and Management: Information Systems for End User
Computing, Information Systems for Business Operations: Marketing Information System,
Mfg Information System, HR Information System, Accounting Information System,
Financial Information Systems, Transaction Processing Systems (TPS) ,Information
Systems for Managerial Decision Making: Info Management Information and Support
Systems, MIS, DSS, EIS, Information Systems for Strategic Advantage: SIS
Unit
III
Managing IT: Enterprise and Global Management: Managing Information Resources
and Technologies, Planning And Implementing Change: Role of IS Planning, Implementing
Info Systems Using System Development Tools, Acquiring and Evaluating: Hardware,
Software and Services, Security and Ethical Challenges
Unit IV
15

Development of Information Systems: Systems Approach, Defining Problems and

Opportunities, Developing and Evaluate Alternative Solutions, SDLC, Prototype approach
References:
1. OBrein James A., Management Information Systems, TMH, 2001
2. Elias M Awad, Systems Analysis and Design, Galgotia Publication, 2006
3. Pressman, Roger S, Software Engineering, ,2000
4. Muneesh Kumar, Business Information Systems, Vikas Publishing House, 2005
5. Basandra S.K., Computers Today, Galgotia Publication, 2002

205: Financial Management

Contents:
Unit-I
Introduction: Scope, Function & Objective of Financial Management, Indian
Financial System, Financial Statement Analysis & Planning
Valuation Concept: Value of Money, Valuation of Long Term Securities, RiskReturn Relationship & CAPM Model
Unit-II
Investment Decisions: Techniques of Capital Budgeting Decisions, Estimation of
Projected Cash Flows, Cost of Capital, Capital Budgeting Process & Practices
Unit-III
Capital Structure & Dividend Decision: Financial & Operating Leverage, Capital
Structure Theory, and Establishment of Appropriate Capital Structure, Dividend
Theories & Policy
Unit-IV
Long Term Financing: Sources of Long Term Finance, Raising Long Term
Finance, Capital Market Efficiency, Innovation of Financial Securities, Asset Based
Financing

16

Unit-V
Working Capital Management: Determinants & Estimation of Working Capital
Requirement, Cash Management, Receivable Management, Inventory Management,
Working Capital Financing

References:
Pandey I M, Financial Management
Khan & Jain, Financial Management
Chandra Prasanna, Financial Management

206: Management Accounting

Contents:
Unit I
Introduction: Meaning, Importance & Objectives , Relationship between Cost,
Management & Financial Accounting
Elements & Components of Total Cost: Statement of Cost (Cost Sheet)
Unit II
Material: Purchasing, Receiving, Storing, Issuing & Pricing, Inventory system &
Methods of Valuation

Labor: Time Keeping, Methods of Payments, Incentives, Idle & Overtime

Overhead: Classification, Allocation, Apportionment & Absorption, Calculation of

Machine Hour Rate

17

Unit
III

Analysis of Financial Statements: Ratio Analysis, Cash flow Statement, Funds

Flow Statement

Unit IV
Cost Control Techniques: Budgeting, Marginal Costing, Standard Costing,
Variance Analysis
Unit V
Profit Planning & Decision Analysis: Cost Volume profit analysis, Concept of
Decision Making, Steps of Decision Making.
References:
S P Jain & K L Narang , Cost Accounting Principles & Practices
Khan & Jain , Management & Cost Accounting By
S N Maheswari , Cost & Management Accounting By

TRIMESTER-III
S.N.

Code

Compulsory Subject

1.

301

Customer Relationship Management

2.

302

Research Methodology

3.

303

Strategic Management

4.

304

Management Science

5.

305

Supply Chain Management

6.

306

7.

307

Human Resource Management

18

301: Customer Relationship Management

Contents:
Unit-I
CRM: Introduction, Significance, and Reason for Growth, Problems.
Building Customer Relationship Management
CRM Process
CRM Implementation
Unit-II
Integration of CRM with ERP System
Integration of CRM With Data Warehouse
Unit-III
Unit-IV
Emerging Trends in CRM: e CRM
CRM in Retail
CRM Future
References:
1. Gosney John W and Boehm Thomas P, Customer Relationship Management
Essentials, Prentice Hall of India, New Delhi, 2001.
2. Mohamed Peeru H and Sagadevan A, Customer Relationship Management: A Stepby-Step Approach, Vikas Publishing House, 2005.
3. Shajahan, Relationship Marketing: Text & Cases, Tata McGraw-Hill, 2004.
4. Dyche Jill, The CRM Handbook, Pearson Education, 2004.
5. Wayland Robert E, Customer Connections: New Strategies for Growth, Harvard
Business School Press, 1997.
Contents
Preface
About the author
1 Introduction
1.1 Definition
1.2 CRM as a business strategy
1.3 Elements of CRM

19

1.4 CRM Processes and systems

1.5 Entrance, applications and success of CRM
1.6 Contents of this book
1.7 Conclusion
Case study: We have got a huge success on our hands
Questions
References
Part I
Strategy and Organisation of CRM
2 Customer-supplier relationships
2.1 History
2.2 Description of customer-supplier relationships
2.3 The dynamic in relationships
2.4 Communities
2.5 Conclusion
Case study: The relation between a logistics service provider
and its new client
Questions
References
3 CRM as an integral business strategy
3.1 The nature of the CRM strategy
3.2 The context of the CRM strategy

20

3.3 The results of a successful CRM strategy

3.4 Conclusion
Case study: Orange Line
Questions
References
4 The relationship-oriented organisation
4.1 Mission
4.2 Culture
4.3 Structure
4.4 People
4.5 Communication and information
4.6 Systems
4.7 Where do we stand?
4.8 Conclusion
Case study: Telecom Italia Mobile cuts churn and increases value
Questions
References
PART II
CRM Marketing Aspects
5 Customer knowledge
5.1 The value of customer knowledge
5.2 The utilisation of data as an asset

21

5.3 From data to customer knowledge

5.4

Privacy

5.5 Personal Data Protection Act

5.6 Information policy
5.7 Conclusion
Case study: Customer knowledge at Center Parcs: a life-long holiday!
Questions
References
6 Communications and multichannels
6.1 Multichannels defined
6.2 The channels
6.3 Customers and the use of the channels
6.4 Influence of the channels on pricing and the formation of relationships
6.5 Recommendations on multichannel communication
6.6 Conclusion
Case study: Secrets of success for going mobile
Questions
References
7 The individualised customer proposition
7.1 Customisation
7.2

Individualisation of the product offering

7.3 Individualised pricing policy

22

7.4 Conclusion
Case study: Fokker Services: total integrated solutions
Questions
References
8 The relationship policy
8.1 Improvement of the size and quality of the customer database
8.2 Relationship policy per segment
8.3 Relationship policy by relationship phase
8.4 Translating the relationship policy into contact moments
8.5 Loyalty programmes
8.6 Conclusion
Case study: In-House Gifts launches customer loyalty portal for financial services
industry
Questions
References
PART III
Analytical CRM
9 Relationship data management
9.1 Customer identification
9.2 Expanding the size of the customer database
9.3 Customer profiling
9.4 Conclusion
Case study: Optimisation of addresses for EURO 20
23

Questions
References
10 Data analyses and datamining
10.1 Experiences with data analysis
10.2 The analysis process
10.3 Datamining
10.4 Conclusion
Case study: Reaping the benefits of customer insight
Questions
References
11 Segmentation and selections
11.1 Segmentation study as input for the formulation of the marketing strategy
11.2 Segmentation research used in compiling the list
11.3 Conclusion
Case study: Garnier, The Beauty Bank (IDM Business Performance Award 2003 - silver
winner)
Questions
References
12 Retention and cross-sell analyses
12.1 Retention
12.2 Cross-selling
12.3 Conclusion
Case study: Cross-selling within a fully automated convenience store
24

Questions
References
13 The effects of marketing activities
13.1 Evaluating the effect of marketing activities on the customer value
13.2 Experiments
13.3 The learning organisation
13.4 Conclusion
Case study: Proteq Direct: testing e-mail marketing is effective
Questions
References
14 Reporting results
14.1 Lifetime value
14.2 Alternatives for lifetime value
14.3 Balanced score card
14.4 Conclusion
Case study: A different ending to the end-of-year promotion of fitness centre, Yacht
Questions
References
PART IV
Operational CRM
15 Call centre management
15.1 Call centres described

25

15.2 Call centres and human resources

15.3 Determining the service level
15.4 Capacity planning
15.5 Managing satisfaction using telephone contact
15.6 Managing the quality of contacts through other channels
15.7 Key performance indicators
15.8 Conclusion
Case study: Life of a novice call centre agent
Questions
References
16 Internet and the website
16.1 Traffic building
16.2 Starting points for providing quality during the visit
16.3 Creating quality during the visit
16.4 From visit to transaction
16.5 From transaction to delivery
16.6 From delivery to retention
16.7 Measuring the results
16.8 Conclusion
Case study: Wolters J. Thomson and the Internet
Questions
References

26

17 Direct mail
17.1 The position of direct mail
17.2 The process of developing, producing, sending and following-up direct mailings
17.3 Effective direct mail messages
17.4 Conclusion
Case study: Pampers: relationship building using multiple
channels (IDM Business Performance Award 2002: bronze winner)
Questions
References
PART V
CRM Systems and their Implementation
18 CRM systems
18.1 Overview of CRM systems
18.2 The call centre
18.3 The Internet and the website
18.4 Data warehouse and datamart
18.5 Campaign management systems
18.6 Content management system
18.7 Suppliers of CRM systems
18.8 Conclusion
Case study: Canada Post delivers on its CRM strategy
Questions

27

References
19 Implementation of CRM systems
19.1 Causes for disappointing results
19.2 An initial exploration with CRM and how companies handle this
19.3 The CRM road map . . .
19.4 CRM project management
19.5 International or cross-division projects
19.6 Conclusion
Case study: Shell and CRM: one database for 20 million customers
Questions
References
20 The future
20.1 Factors which influence the future of CRM
20.2 The continuation of the journey
20.3 Conclusion
Questions
References
Index

top
Features

Case studies provide a basis for class discussion or assessment on

an in-depth set of issues. This drives home real world examples
to reinforce concepts.

28

Practitioner Insight boxes throughout the text illustrate CRM in a

practical context.
Review questions at the end of each chapter help test students
knowledge.
Chapters of book presented in modular format to allow it to fit
with any CRM syllabus.
OneKey Instructor Online Resources include Instructors Manual
and PowerPoint slides.
top
302: Research Methodology

Contents:
Unit-I
Introduction: Concept of Research and its Applications in the Various
Functions of Management; Types of research. Types of Business Problems
Encountered by the Research; Problems and Precautions to the
Researcher in India
Unit-II
Process of Research: Steps Involved in Research Process; Various Methods
of Research Design
Unit-III
Data Collection: Sampling Procedure; Sample Size; Determination and
Selection of Sample Member; Types of Data and Various Methods of
Collecting Data; Preparation of Questionnaire and Schedule; Precautions
in Preparation of Questionnaire and Collection of Data
Unit IV
Analysis Of Data: Coding, Editing and Tabulation of Data; Various Kinds of
Charts and Diagrams Used in Data Analysis; Application of Statistical
Techniques for Analyzing the Data, Application of Analysis of Variance
(ANOVA), Uses of Data Analysis Tools.
Unit V
Report Preparation: Types and Layout of Research Report; Precautions in
Preparing the Research Report; Bibliography and Annexure in Report;
Drawing Conclusions; Giving Suggestions and Recommendations to the
Concerned Persons
References:
1. Cooper, Business Research, Tata McGraw-Hill, 2006.
2. Saunders, Research Methods for Business Students, Pearson Education

29

303: Strategic Management

The concept of Strategy; Strategy Process; Vocabulary of Strategic

Management; Strategy as a perspective; Pitfalls of Strategic Planning
Mission; Vision; Strategic Intent
Environment Analysis; SWOT; Structural Analysis of Industries Porters 5F Model; Strategic Groups
Analyzing firms resources: What makes a resource valuable; Portfolio
Analysis; BCG Matrix; Core Competence
Generic Competitive Strategies; PLC & Strategic Chocies
Value Chain Analysis; Competitive Advantage; Strategy Vs. Operational
Efficiency
Strategic Options: Scale and Experience Effects; Models for exploring
strategic options; Diversification; Strategies for growth; Restructuring
Strategies
Competitive Strategies for Emerging, Mature, Declining and Fragmented
industries
Sustainable Competitive Advantage; Knowledge Management
Formulation Vs. Implementation
Structure and Systems
Strategic Leadership
Corporate Resource Planning; Procedures, Plans, Budgets
Managing Strategic Change
Culture
Corporate Governance, Ethics and Social Responsibility
Strategy and Uncertainty
Power and Politics; Social and Psychological influences
Managing Innovation and Creativity; Knowledge Management
Evaluating Strategy; Balanced Scorecard
Managing MNCs; Strategic Alliances and Joint Ventures

SUGGESTED READINGS
1) Pitts R A and Lei D- Strategic Management: Building and Sustaining Competitive
Advantage (Vikas, 3rd edition), 2003.
2) Thompson A and Strickland A J- Strategic Management: Concepts and Cases
(Tata McGraw- Hill, 2002)
3) *Wheelen T L and Hunger J D- Concepts in Strategic Management and Business
Policy (Pearson Education, 2004)
4) White C- Strategic Management (Palgrave, 2004)

30

5) Beamish P- Asia-Pacific Cases in Strategic Management (Tata McGraw-Hill,

2000)
6) David F R- Strategic Management: Concepts and Cases (Pearson Education,
9th edition) 2004.
304: Enterprise Resource Planning
Unit I
ERP An Enterprise Perspective : Production, Finance, Personnel disciplines and their
relationships, Transiting environment, MIS Integration for disciplines, information/
Workflow, Network Structure, Client Server Integrator Systems, Virtual Enterprise.
Unit II
ERP An Resource Management Perspective: Resource Management, HRD, Personnel
Management, Training and Development, Skill Inventory, Material Planning and Control,
Inventory, Forecasting, Manufacturing, Production Planning, Production Scheduling,
Production Control, Sales and Distribution, Finance, Resource Management in global
scenario, dynamic data management in complex global scenario.
Unit III
ERP An Information System Perspective : Evolution of Application Software Technology
Management, EDP, MIS, DBMS, DSS, OLAP (Online Analysis and Processing), TP, OAS,
KBS, MRP, BPR, SCM, REP, Information Communication Technology, E-Business, ECommerce, EDI.
Unit IV
ERP Key Issues and Consultants : Concept Selling, IT Infrastructure, ERP Culture,
Implementation Issues, Resistance to change, Public Service and Organisations (PSO)
Project, ERP selection issues, Return on Investment , Pre and Post Implementation Issues,
Role of Consultants, Key Consultants in India.
Suggested Readings :
1. Garg, V. K. and Veket Krishna N. K., ERP Concepts and Practice, PHI Publication,
1997.
2. Champy, J. Harper, Re-engineering Management, Harper Collins, 1995.
305: E Business
Unit I
Introduction to E-Business: Overview of E-Business; Information Services;
Interpersonal Communication; Shopping Services; Virtual Enterprises
E-Commerce: Origin and Need of E-Commerce; Factors affecting ECommerce; Business dimension and technological dimension of ECommerce; E-Commerce frame work; Internet as an E-Commerce
31

enabler handling business transactions; Handling payments: Electronic

Fund Transfer System, Digital Token an notational based electronic
payment system, smart card, credit card and emerging financial
instruments
Unit II
B2B E-Commerce: B2B E-Commerce models: supply oriented, buyer
oriented, intermediary oriented; Just-in-time for B2B commerce
Mobile Commerce: Introduction to mobile commerce; Frame required for
mobile computing; Challenges emerging in mobile commerce security
considerations
Unit III
E-Commerce and Banking: changing dynamics in banking industry; Home
banking and its implementation; Management issues in on-line banking
E-Commerce and retailing: On-line retail industry dynamics; On-line
mercantile models from customer perspective; Management challenges
in on-line retailing

Unit IV
E-Commerce and on-line publishing: On-line publishing approach from
customer prospective; Supply chain management fundamentals;
Intranets and Supply Chain Management; Managing retail supply chains,
Supply chain Application Software
EDI: EDI application in business development; EDI technology; EDI as a
re-engineering tool; Financial EDI
Unit V
Indian Perspective: Benefits of E-Commerce; Drawbacks and limitations of
E-Commerce; Major requirements in E-Business; Emerging trends and
technologies in E-Business; From E-Commerce to E-Business
Web security: Introduction; Firewalls and transaction security.
SUGGESTED READINGS
1) Bhaskar- E-Commerce (Tata McGraw-Hill)
2) Krishnamurthy- E-Commerce Management: Text and Cases (Vikas)
3) Laudon and Traver- E-Commerce: Business, Technology, Society (Pearson
Education)
4) Michel D et al- Business-to-Business Marketing (Palgrave, 2003)
5) Greenstein and Feinman- Internet securities
6) Kalakota and Whinston- Frontiers of electronic commerce (Pearson
Education),
7) Kalakota R- Electronic Commerce: A managers guide (Pearson Education)
2000,
32

306: Supply Chain Management & Logistics Management

Contents:
Unit -I
Supply Chain Management: Introduction, Nature and Concept, Value Chain, Functions
and Contributions, Outsourcing and 3PLs, 4Pls, Conflict Resolution Strategies.
Unit-II
Logistics Management:
Introduction, Nature and Concept, Evolution, Logistics in India, Importance of Logistics
Management, Logistical Competitive Advantage, Logistics Planning Process, components
of Logistics Management, Functions of Logistics Management.
Unit-III
Elements of L&SCM:
Information: Introduction, LIS, Integrated Information Technology (IT) Solution
Logistics and Supply Chain Management, Emerging Technologies in Logistics and
Supply Chain Management.
Demand Forecasting: Introduction, Nature & Components, Effective Forecasting
Process, and Forecasting Techniques.
Inventory: Introduction, concept, Types, Functions of Inventory in L&SCM,
Inventory Management.
Unit-IV
Elements of L&SCM:
Warehousing and Distribution Canters: Introduction, Concept of Warehousing,
Types of Warehouse, Functions, and Warehousing Strategy.
Transportation: Introduction, Position of Transportation in L&SCM, Elements of
Transportation Cost, Modes, Multi-modal Transport, Selection of Transportation
Mode.
Protective Packaging: Introduction, Concept, Logistical Functions, and Forms of
Protective Packaging.
Unit-V
Elements of L&SCM:
Order Processing: Introduction, Concept, Functions, and Elements of Order
Processing Cost, Significance.
Material Handling: Introduction, Concept and Objective, Principles, Equipments,
basic Material handling Considerations.
Purchasing and Sourcing Management: Introduction, Nature and Scope,
Importance of Purchasing, Contemporary Sourcing and Supplier Management.
References:
1. Shaprio Jeremy F., Modeling the Supply Chain, Thomson Press, 2002.
2. Gattorna J L & Walters D W, Managing the Supply Chain: A Strategic Perspective,
Macmillan Business, 1996.
33

3. Meindl Peter and Chopra Sunil, Supply Chain Management, Prentice Hall India,
2004.
4. Coyle, Bardi and Langley, The Management of Business Logistics: A Supply Chain
Perspective, 2003.
5. Agarwal D K, Textbook of Logistics & Supply Chain Management, Macmillan India
Ltd., 2007.
307: Human Resource Management
Unit I
Nature and the development of personnel management: historical context in India,
the welfare tradition, the industrial relations tradition, the control of
labor tradition, the professional tradition.
Personnel function: personnel as a specialist function, policies, strategies,
and operating plans of personnel, and the personnel activities.
Human resource management (HRM): political, social, and social context of
change, HRM within organisation structure.
Unit II
Human resources planning: definition, purposes, processes and limiting
factors; human resources information systems (HRIS): personnel records
and statistics, the use of information systems in HRM, HR accounting
and audit. The systematic approach to recruitment: recruitment policy,
recruitment procedures, job analysis, job description, personnel
specification, recruitment methods, and evaluation
The systematic approach to selection: the selection procedure, the design of
application form, selection methods, the offer of employment, and
evaluation of process
Unit III
Training and development: purpose, methods, and issues in training and
management development programs
Performance appraisal: definition, purpose of appraisal, procedures and
techniques including 360 Degree Appraisal, the appraisal interview, and
follow up
Reward management: job evaluation, purposes and methods, factors
affecting compensation policy, effect of job evaluation on human
relations, compensation systems: base and variable, fringe benefits, the
legal framework on pays and benefits.
Unit IV
Discipline and grievance procedures: definition, disciplinary procedure model,
the other procedures, grievance procedures and
interview
Industrial relations: aspect of industrial relations (IR), nature and
importance of union-management relations
34

Unit V
Termination of employment: retirement, resignation, and termination of
contract: layoff and exit interviews
Dealing with the human aspects of terminations: procedures for terminations,
counseling, training and notice of dismissal
SUGGESTED READINGS:
1) Bratton J and Gold J- Human Resource Management: Theory and Practice
(Palgrave, 2003)
2) Gomez-Mejia et al- Managing Human Resources (Pearson Education, 3rd
edition),
3) Ivansevich- Human Resource Management (Tata McGraw-Hill)
4) Aswathappa- Human Resource Management (Tata McGraw-Hill) HR and
PM, 2003, 3rd ed.
5) Dessler- Human Resource Management (Prentice-Hall, 9th edition)
6)A.K.Singh, B.R.Duggal, Puneet Mohan Human Resource Management
and Development , Sun India Publication,

35

TRIMESTER-IV
Compulsory Subject

S.N.

Code

1.

401

International Business & Trade

2.

402

Elective 1

3.

403

Elective 2

4.

404

Elective 3

5.

405

Elective 4
401: International Business & Trade

Unit I
Growth of international business: Globalisation, its Effects, Benefits & Costs,
Multinationals; Firm-specific and locationspecific advantages, Role of
MNCs in developing countries.
Environment of international business: economic, political, legal and cultural
environment, Scenario analysis & country-wide risks of investments
decisions.
Unit II
International business Competitive strategies: Porters model; Prahalad and Dozs
strategy model, Foreign Direct investment, Joint Ventures, Foreign
Institutional Investment.
Unit III
International organisation and control: Organisational structures; Control
procedures; Location of decision-making, Role of Subsidiaries,
Organisational Control, Bartlett & Ghoshals Model of TNCs.
Unit IV
International Trade: Theories of International Trade- Absolute Advantage
Theory, Comparative Cost Theory, Opportunity Cost Theory, HecksherOhlin Theory., Vernons Theory of International Product Life Cycle.

36

Balance of trade and balance of payments: Constituents of Capital Account and

Current Account, Reasons and remedies for Adverse Balance Of
Payment. Convertibility of Capital Account.
Unit V
Foreign exchange; Theories of Foreign Exchange rate determination-Mint
Parity Theory, Purchasing Power Parity Theory, Balance of Payment
Theory, Interest Rate Parity Theory, Role of world bodies like World Bank,
IMF, IBRD and WTO in International Trade, Critical issues in trade.
SUGGESTED READINGS:
1) Aswathappa- International Business (Tata McGraw-Hill, 2002)
2) Daniels- International Business (Pearson Education) 2004.
3) Paul J- International Business (Prentice-Hall, 2004)
4) Deresky H- International Business (PHI, 2003)
5) Hill C W- International Business (Tata McGraw-Hill,2002.)
6) Varma M L- International Trade (Vikas, 2003)
7) Taggart- The Essence of International Business (PHI)

TRIMESTER-V
Compulsory Subject

S.N.

Code

1.

501

Entrepreneurship

2.

502

Elective 1

3.

503

Elective 2

4.

504

Elective 3

501: Entrepreneurship
Unit I. The Entrepreneurial Development Perspective
1. Concepts of Entrepreneurship Development
2. Evolution of the concept of Entrepreneur
3. Entrepreneur Vs. Intrapreneur, Entrepreneur Vs. Entrepreneurship, Entrepreneur
Vs. Manager
4. Attributes and Characteristics of a successful Entrepreneur
5. Role of Entrepreneur in Indian economy and developing economies with reference
to Self-Employment Development
6. Entrepreneurial Culture
Unit II. Creating Entrepreneurial Venture

37

1.
2.
3.
4.
5.

Business Planning Process

Environmental Analysis - Search and Scanning
Identifying problems and opportunities
Defining Business Idea
Basic Government Procedures to be complied with

Unit III. Project Management

1. Technical, Financial, Marketing, Personnel and Management Feasibility
2. Estimating and Financing funds requirement - Schemes offered by various
commercial banks and financial institutions like IDBI, ICICI, SIDBI, SFCs
3. Venture Capital Funding
Unit IV. Entrepreneurship Development and Government
1. Role of Central Government and State Government in promoting Entrepreneurship
- Introduction to various incentives, subsidies and grants - Export Oriented Units Fiscal and Tax concessions available
2. Role of following agencies in the Entrepreneurship Development - District
Industries Centers (DIC), Small Industries Service Institute (SISI), Entrepreneurship
Development Institute of India (EDII), National Institute of Entrepreneurship & Small
Business Development (NIESBUD), National Entrepreneurship Development Board
(NEDB)
Unit V. Why do Entrepreneurs fail - The FOUR Entrepreneurial Pitfalls (Peter
Drucker)
Books Recommended
1. Entrepreneurship: New Venture Creation - David H. Holt
2. Entrepreneurship - Hisrich Peters
3. The Culture of Entrepreneurship - Brigitte Berger
4. Project Management - K. Nagarajan
5. Dynamics of Entrepreneurship Development - Vasant Desai
6. Entrepreneurship Development - Dr. P.C.Shejwalkar
7. Thought Leaders - Shrinivas Pandit
8. Entrepreneurship, 3rd Ed. - Steven Brandt
9. Business Gurus Speak - S.N.Chary
10. The Entrepreneurial Connection - Gurmit Narula

S.N.

Code

Compulsory Subject

1.

601

Business Ethics & Corporate Governance

2.

602

Dissertation
601: Business Ethics & Corporate Governance

38

Corporate Governance
Genesis of corporate governance, its evolution
Role of the Board of Directors, its chairperson in the running of the firm
Role of the CEO of the firm in the firms management
Corporate governance in different counties of the world and in India
Corporate governance and the firms stakeholders
Firms CEO and senior managers with reference to corporate
governance
Case studies
Business Ethics
The crumbling view of business ethics
Possible unethical practices in a corporation
Ethical codes
Ethical issues and connected dilemmas
The power of ethical operations
Case studies
Reference Book:
1. Corporate Governance Principles & Paradigms by ICFAI
2. Business Ethics Concept and cases by Sadri, Sinha, Bannerjee Tata MC Graw
Hill Publishing Company Ltd.
3. Ethical Choices in Business by R.C. Shekhar Response Book (Sage Publication)
4. Management Ethics by Petrick & Quinn Response Book (Sage Publication)
5. Business Ethics & Managerial Values by S.K. Bhatia Deep & Deep Publications
Pvt. Ltd.
6. Corporate Governance by P.P. Arya, B.B. Tandon, A.K. Vashisht Deep & Deep
Publications Pvt. Ltd.

39

S.N.

Code

Elective Course-Human Resource Management

1.
3.

HR 402
HR 403

Training & Development

Performance Management & Compensation

4.

HR 404

Organisational Change & Development

5.

HR 405

Organisational Structure & Design

6.

HR 406

Industrial Relations & Labour Laws

7.

HR 407

International HRM

HR 408

Team Building &Relationship

HR 409

HR Information System

8.

ELECTIVES

HR 402: Training & Development

Contents:
Unit-I
Overview of Course Contents and Evaluation Criteria
Present Status of Trainings and Challenges
Unit-II
Conceptual Model of Training Effectiveness
Some Aspects of Learning
Unit-III
Training Needs Assessment Models
Training plan & Strategy
Course Design / Objectives / Contents
Pedagogy (Training Methods)
40

Unit-IV
Exercise on In-Basket
Training Evaluation
Experience of Training Evaluation in an Indian Organization
Training Cost
Unit-V
Practical Training Sessions by Student Managers
MNCs Perception of Training Function
References:
1. Lyuton, Rolf P. Pareek Udai, Training for Development
2. Udai Pareek, Designing and Managing Human Resource Systems
3. Saha, A.K., Training & Development
4. Ramaswami, A Handbook of Training & Development
5. Dayal Eswar, Management Training in Organization (Text, Cases and Simulated
Eexercise

HR 403: Team Building and Relationship

Unit I
Overview of groups: Formation of group; Group dynamics; Group structure
and Group cohesiveness; managing group and inter-group dynamics in
organization.
Unit II (8 Sessions)
Team building process: Overview of teams: definition, types, stages of team
development: storming, norming, forming and performing; Quality
circles and self managed teams; Evaluating teams performance; teams
and high performing organizations.
Unit III (8 Sessions)
Goal setting for team: Defining roles; Responsibilities of team members,
developing interpersonal skills; Interpersonal communication barriers
and gateways to communication
Unit IV (8 Sessions)
Leadership and management of team: Sources of powers and influence;
Leadership models and styles.
Unit V (8 Sessions)
Leadership styles: Contingency approach to effective leadership; Situational
leadership; Transformational leadership; Leadership in decision-making
process; Leadership in times of change

41

SUGGESTED READINGS:
1) Gold N- Teamwork: Multi-Professional Perspective (Palgrave, 2004)
2) Ray D- Teaming up (McGraw-Hill, 2002)
3) Yukl-Leadership in Organisations (Pearson, 5th edition

HR404: Performance Management & Compensation

Contents:

Introduction to Compensation Management

Compensation Philosophies
Determination of inter and intra industry Compensation Differentials
Process of Compensation Management
Compensation and its components, Pay Structure
Internal Equity and External Equity in Compensation Systems
Compensation-Ratio
Concept and Process of Performance Management
Performance Appraisal, Potential Appraisal, Methods of Performance Appraisal,
Performance Based Pay.

Skills and Competency, Concept and Types of Incentive Systems.

Statutory Provisions governing different components of Reward System,
Institutions related to Reward System: Wage Boards, Pay Commissions.

Suggested Readings:
1. Richard Henderson Compensation Management Prentice Hall
2. Armstrong, Michel and Murks Hellen
Reward Management AHandbook of SalaryAdministrationKogan Paul, London
3. Bergess Lenard R Wage and SalaryAdministrationCharles E Merril,1984, London
4. Sud D.C. Incentives Industry Tata McGraw Hill

42

HR 405: Organisational Change & Development

Contents:
Unit I
Rationale for OD. What is OD?
Example of an OD intervention
Unit II

Corporate culture - origins, levels, dimensions and characteristics, sub cultures

and counter culture
Values, assumptions and beliefs in OD. Examples of an intervention
Models and theories of planned change - Force field analysis, systems theory,
normative reductive strategy, and action research.

Unit III

Resistance to change - Lifecycle, process, momentum towards change, resisting

forces, strategy. Project Presentation relating to TQM

Unit IV

Inter group and third party intervention. Team building interventions

Structural interventions.
Consultant - Client relationship
Power, politics and OD

References:
1. Richard Beckhard Organisation Development Strategies & Models
2. Wendell L. French Organisation Development Cecil H. Bell
3. Blake, Robert & Building a Dynamic Corporate through Grid OD Mounton
4. Thomas H, Patten Organisation Development through Team Building
5 Edgar F. Huse Organisation Development & Change
6 Burke W.W. Organisation Development principles & Practices
7 Sprucing up the organisation. Indian Management Vol. 36, Dec, 1997.

43

HR 406: Organisational Structure & Design

Contents:
Unit I

Overview of Organisational Structure and Design

Dimensions of Organisational Structure
Determinants of Organisational Structure (a) Strategy (b) Organisational size (c)
Technology (d) Environment (e) Power Control

Unit II
Organizational Design Options (a) Simple structure (b) Machine Bureaucracy (c)
Professional Bureaucracy (d) Divisional Structure (e) Autocracy
Bureaucracy a close look
Unit III
Managing Technology & Work Design
Managing Environment
Managing organisation change
Unit I Unit IV
Managing organizational culture
Managing organizational evaluation
Organisations in the Future
Class Test
Presentation
References:
1. Robbins Stephen, P., Organisational Theory
2. Minzburg Henry, Organisational Theory

HR 407: Industrial Relations & Labour Laws

Contents:
Unit I
Industrial relations (An overview, Related theories, IR Scenario in India vis-a-vis
44

State policy)
Trade Unionism (An overview, Related theories, Indian Trade Union Scenario,
Structure of Indian Trade Unions, Trade Union Leadership, Trade Union
Recognition, Multiplicity in Trade Unionism, International Trade Unionism ILO

Unit II
Collective Bargaining (Definition, content, salient features, types
Pre-requisites for success preparation and tips for negotiations)
Code of discipline
Unit III
Participative Management (Definition, Objective, Essential features, dimensions,
State, Indian Scenario, Players views & possible benefits)
Emerging trends in Union Management relations (Social Security & Welfare,
Rationalisation & automation in industry, Occupational health etc.)
Unit IV
Grievance resolution
Prevention of industrial conflicts (Works committee, conciliation, Adjudication,
Voluntary arbitration, settlement)
Industrial Discipline (Need, pre-requisites & Perceptions and objectives,
Misconduct, charge-sheet, domestic enquiry, Principles of Natural justice)
Unit V
Evolution of Labour Legislation
ID Act, 1947, Factories Act 1948, Payment of wages 1936, Payment of minimum
wages Act 1936, Payment of bonus act 1965, Payment of Gratuity act 1972,
Workmen's Compensation act 1972, The maternity benefit act 1961, Shops and
establishment act, Industrial employment (standing order) act 1961, ESI act 1948,
Trade Union act 1926, Contract labour (abolition & regulative act, Legislation
relating to PF and pensions)
Reference:
1. Johan.T.Dunlop Industrial System
2. Arun Monappa Industrial Relations Tata McGraw Hill
3. Mamoria & Mamoria Dynamic of Industrial Relations in India Himalaya
Publishing House
4. Blain Pane International Encyclopedia of Industrial Relations
5. Clark Kler Labour & Management in Industrial Society
6. C.N.Patil Collective Bargaining University Press
7. S.C.Srivastava Industrial Relation & Labour Laws
8. Report of National Commission on Labour, 1969

45

HR 408: International HRM

Contents:
Unit I

Overview of International HRM. How is it different from domestic HRM? Role

of HRM in International organization.
Approaches to International HRM. Diverse workforce in global context

Unit II

Culture and Management- How do culture vary, cross-cultural management

How cultural differences affect organizations organizational culture or national
culture
Cross-cultural misperceptions / misinterpretation / misvalidation
Creating cultural synergy

Unit III

Recruitment at global level. HCN - PCN - TCN. International recruitment

mentality and selection procedure
Multinational Performance Management - Factors associated with individual
performance and Appraisal. Criteria applied for international appraisee. Appraisal
of HCN employees
Unit IV

Training and Development. Expatriate's training and re-patriot's re-induction

training. Developing international staff and multinational team - Diversity training
Compensation planning. Objectives of international compensation - Approaches
to international compensation

Unit V

Repatriation - repatriation policy - The repatriation process - re-induction process

Labour relation management. Key issue in international labour relations. Labour
unions and international labour relations. Response of labour unions to MNC's.
Regional integration
Issues challenges and theoretical development in HRM
Workers participation across nations, and its comparison with Indian industrial scenario

References:

46

1.Anne Will Harzing &: Industrial Human Resources Management, J. V. Ruyssevellt

(editors)
2. Pieper R: Human Resource management: An International Comparison Watter de
CruyterNewYork
3. Hofstede : Cultures Consequences
4. Gesteland: Cross-cultural Business Behavior. Viva
5.Harris & Moran: Managing Cultural Differences Gulf Publishing
6. Dowling, Peter J., International Human Resource Management: Managing people in a
multinational context
7. Albrecht Maryann H., International HRM: Managing diversity in the workplace
8. Adler, Nancy J.,International Dimensions of Organisational Behaviour

HR 9: Human Resource Information System

Contents:
Unit I
Overview of personnel management:
Record keeping and retrieval of information in HR Department
Need to maintain database and role of information technology
Unit II
Sub functions of HR, need for database and role of information technology/ HRIS in relation
to:
Manpower planning
Staffing and selection
Induction and Orientation
Training and Development
Performance Management
Reward Management
Compensation and benefits
HR Policies and systems
Establishment function and Welfare activities
Employee records
Unit III
Integrating various HR sub functions through HRIS:
Compile the data generated during discussions
Integrate the data generated and develop a mock HRIS package
Identify kind of reports to be generated
Revisit, modify, add and delete the available information for a comprehensive and faster
HRIS
Usage of HRIS for better decision making
Unit IV
47

Role of HRIS in multinational companies:

HRIS hooked on to a common server worldwide through WAN
Need for common codes, standards to record and retrieve diversified information across
boundaries
Most frequent questions asked about HRIS
Limitations of HRIS and how to best utilize your HRIS

ELECTIVES: FINANCE
1

FM 402

International financial Management

FM 403

Security Analysis & Portfolio Management

FM 404

Management of Financial Services

FM 405

Financial Derivatives

FM 406

Merger Acquisition & Restructuring

FM 407

Tax Planning & Management

FM 408

Strategic Corporate Finance

FM 409

Project Planning Appraisal & Control

FM 402: International Financial Management

Unit I
Global financial environment: Overview: IMF: objectives, functions. Euro currency
market. Money market, capital market: Relationship with domestic markets. Role of
Finance Manager in the Global context. Balance of Payments: understanding, analysis and
interpretation.
Unit II
Foreign exchange Market: Nature, structure, types of transactions, exchange rate
quotations, spot and forward; Arbitrage.
48

Foreign exchange market in India: nature, structure, operations, and limitations. Exchange
rate determination, forecasting, theories: Purchasing power parity, Interest rate parity etc.
Unit III
Foreign Exchange risk exposure: Types of risk: Economic and translations. Accounting
treatment: tax treatment of gains and losses.
Exchange Risk reduction: techniques: applications and their limitations. Hedging, swaps,
futures, options.
Relationship of Money market and foreign exchange market
Unit IV
Financial structure and International financing: Optimal financial structure and MNE and
their foreign subsidiaries; Eurocurrency markets; International debt markets; Management
of interest rate risk: interest rate options, currency options etc.
Unit V
Foreign investment decisions: Multinational capital budgeting; International portfolio
theory and diversification; Repositioning of funds; Working capital management in MNE
FDI and FII in India:
SUGGESTED READINGS:
1) Apte- International Financial Management (Tata McGraw-Hill, 2002) 8th ed.
2) Eiteman et al- Multinational Business Finance (Pearson Education) 2004,
3) Shapiro- Multinational Financial Management (Prentice-Hall, 4th edition) 2002.
4) Sharan- International Financial Management (Prentice-Hall, 2nd edition) 2003.
5) Vij M-International Financial Management (Excel books) ,2003

FM 403: Security Analysis and Portfolio Management

Unit I
Overview of Capital Market: Market of securities: Stock exchange and New Issue Market
their nature, structure, functioning and limitations. Trading of securities: equity and
debentures/ bonds. Regulatory Mechanism: SEBI and their guidelines. Investor protection.
Unit II
Valuation of Equity: Measures of risk and return: calculation, trade off, systematic and
unsystematic. Equity valuation models. Analysis of equity Investment: Technical and
fundamental approaches- company, industry and economy analysis ; Nature of stock
market: EMH and its implications for investment decision.
Unit III

49

Other Instruments: Bonds: nature, valuation. Bond theorey; Term structure of interest
rates. Duration. Derivatives: Options and futures: meanings, trading, valuation
Unit IV
Portfolio analysis and selection: Portfolio: concept, risk and return. Beta as a measure of
risk: calculation. ; Selection of portfolios; Capital market theorey and Arbitrage pricing
theory.
Unit V
Portfolio Management and Performance evaluation: Performance evaluation of existing
portfolio; Sharpe and Treynor measures. Finding alternatives and revision of portfolio;
Portfolio management and mutual fund industry

SUGGESTED READINGS:
1) Chandra P- Investment Analysis and Portfolio Management Tata McGraw-Hill, 2004.
2) Fischer and Jordan- Security Analysis and Portfolio Management (Prentice-Hall, 6th
edition) 1996.
3) Ranganatham- Investment Analysis and Portfolio Management (Pearson Education)
4) Pandian P- Security Analysis and Portfolio Management (Vikas)

FM 404: Management of Financial Services

Contents
Unit I
Financial system and market: Constituents and functioning. RBI Role and functions.
Regulation of money and credit. Monetary and fiscal policies. Techniques of regulation.
and rate. Foreign exchange market. Financial sector reforms in India. Financial services:
nature, scope and uses etc.
Unit II
Banking: Commercial banks: Industry, constituents, performance, limitations etc.
Determination of commercial interest rates: fixed and floating. Sources of funds and their
utilization. Profitability vs. liquidity. Liability management. Management of capital fundscapital adequacy norms. Gap analysis. Non- performing assets. Strategies for making them
viable.
Unit III
Securitisation : concepts, nature, scope and their implications. Auto loans, housing loans.
Securitisation in India. DFIs in India ( IDBI, ICICI, IFCI, NABARD, RRBs), State Level
Institutions, Banks, NBFCs. Their status, working and strategies for commercial viability.
Unit IV
50

Insurance services: Life and General. Premium. Risk covered. Tax benefits. Return with
risk coverage. Mutual funds investment avenues. Returns and instruments.

Unit V
Leasing and Hire Purchase: Industry. Size and scope. Parties involved. Evaluation of
Lease transaction. Types of lease and their implications. Hire purchase and leasedifferences and implications for the business. Others: Factoring, Forfeiting,
Discounting and Re Discounting Of Bills, Consumer Credit and Plastic Money
SUGGESTED READINGS:
1) Fabozzi- Foundations of Financial Markets and Institutions (Pearson Education, 3rd
edition)
2) Khan M Y- Financial Services (Tata McGraw-Hill) 1998.
3) Machiraju H R-Indian Financial System (Vikas, 2004)
4) Bhole L M- Financial Institutions and Markets (Tata McGraw-Hill, 3rd edition, 2003)

FM 405: Financial Derivatives

51

FINANCIAL DERIVATIVES
UNIT - I
Introduction: Meaning and purpose of derivatives; Forward contracts, future contracts, options,
swaps and other derivatives; type of traders; Trading future contracts; Specification of the future
contracts; Operation of margins; Settlement and regulations; Sources of Financial Risk: Credit vs
Market, default risk, foreign exchange risk, interest rate risk, purchasing power risk etc.;
Systematic and non-systematic risk.
UNIT II
Options: Types of options; Option trading; Margins; Valuation of options; Binomial Option
Pricing Model; Black-Scholes model for Call Options; Valuation of put options; Index options;
Option markets-exchange traded options, over-the-counter options, quotes, trading, margins,
clearing, regulation and taxation; Warrants and convertibles.
UNIT III
Futures: Hedgers and speculators; Future contracts; Future markets - clearing house, margins,
trading, future positions and taxation; Future prices and spot prices; Forward prices vs future
prices; Future vs options.
UNIT IV
Managing Market Risk: Hedging schemes - delta hedging, theta, gamma; Relationship in delta,
theta and gamma; Vega and rho; Portfolio insurance.
UNIT V
Derivatives Market in India: Present position in India - regulation, working and trading activity.

REFERENCES:
1. Chance, Don M: An Introduction to Derivatives, Dryden Press, International Edition.
2. Chew, Lilian: Managing Derivative Risk, John Wiley, New Jersey.
3. Das, Satyajit: Swap & Derivative financing, Probus.
4. Hull, J.: Options: Futures and other Derivatives, Prentice Hall, New Delhi.
5. Kolb, Robert W: Understanding Futures Markets, Prentice Hall Inc., New Delhi.

FM 405: Money and Capital Market

Contents:
Unit I
Finanancial System: Economy of a country, Gross National Product, Currency.
Macro & Micro Economy, Functions of Financial System,
52

Financial Markets, Primary, Secondary & OTCE.

Functioning and Roles of Financial Markets.Players in the
Financial Markets.
Developments and new trends in Financial Markets. DEMAT
and Computerisation. Online Trading of Securities.
Structure of Financial System and Services. Banking and
Non Banking Operations.
Unit II
Financial Assets and
Transactions:
Financial Assets types, Monetary, Investment instruments,
Securities
Monetary transactions, Currency conversion in Foreign Trade.
Other instruments of Money transaction.
Stocks & Shares as financial assets, Concept of Fixed and
Variable Income Instruments
Listing of Shares in Stock Exchanges, conditions to be fulfilled.
Transaction of Securities.
Investment and Financing decisions, aim and considerations.
Unit III
Financial Regulators
& Institutions:
Concept of Finanancial Regulation, aim and functions.
Role of RBI in currency and Bank operation regulation.
Stocks and Shares Regulatory Bodies. SEBI. Functions and
Market operating norms.
SENSEX, NIFTY, meaning of Stock Market Indices.
World Markets. Rating and Global transactions.
Baanking Institutions. Aim, Role and Functions. Financial
Transactions, Letters of Credit, Loans , Mortgaging and Reverse
Mortgaging concep, CRR, RBI controls and checks.
Commercial Banks in Public and Private Sector, Co-operative
Banks.Roles in rural areas.

53

Stock Depositories. ADR, GDR listings.

Stock Holding Corporation of India and other Depositories in
the country. Roles and Methodology of Operations. Dual functions
of Institutions as Depository & Mini Stock Exchange. Transaction
through Authorised Depositories.

Unit IV
Non Banking
Institutions:

UTI, LIC,GIC, other private insurance companies, Role and

operating domains.
Post Offices and other intermediary institutions dealing in
Financial transactions. Small savings, PPF and other instruments
of Investment for common Public, Pension Funds.
Financial Regulatory System for Non Banking organisations.

Money Market

Various forms and instruments of Money Transaction.

Money transactions within the country and abroad. Commercial
Papers, Treasury Bills, Promissory Notes, Commercial Bills.

Debt Market

Gilt edged Securities, Financial Guarantees.

Corporate Debts, Exports financial Documentation.
Debt instruments and their servicing.

Capital Market

Financial Instruments, charateristics and Options & Futures

Market. Market Efficiency and Tests for evaluation.

Open House
Interest Rates

Impact of interest Rates and Inflation on Money Market.

Impact on Capital Budgeting.
Impact of interest rates on Foreign Exchange transactions.
Fundamentals of Foreign Exchange conversion rates

References:
1. Financial Institutions and Markets by LM Bhole.
2. Money & Capital Market by Peter S Rose
3 Indian Financial System by HR Machiraju
54

FM 406: Merger Acquisition and Restructuring

Contents:
Unit I
Overview:

Organisational Restructuring need, Financial

Restructuring, M&As purpose and approaches.
Role of Holding Companies , subsidiaries and
merged/acquired entities. Decision making
on matters, diversification/consolidation.

Strategic
Perspective:

Aim, approach and management of goal seeking

process of Financial Restructuring
Corporates' Organisational, operational and Financial
aspects of strategic Restructuring

Financial
Perspective:

Analysis, Valuation and impact assessment of

alternatives.
Assessment of impact on value of Organisation.

Unit II
Theories of Merger: Efficiency Theories, Agency Problems, Synergy,
Market Power, Tax considerations and incentives.
Sell offs, Spin offs, Divestures, Disinvestment.
Valuation of Merger, Methods of Payment and
Leverage. Terms of merger.
Mechanics of merger Accounting, Acquisition & Amalgamation, Taxation.
Contract formulation, Legal aspects
Joint Ventures, Privatisation, Leveraged buyouts.
International mergers and Restructuring.
55

Unit IV
Corporate Controls: Corporate Takeovers, deciding factors, tactics
and other salient featurs.es.Takeover defenses
References:
1. Mergers, Restructuring and Corporate Control by J Fred Weston, Kwang S. Chung and
Susan E Hoag.
2. Merger & Acquisition by Ramanujam.
3. Mergers & Acquisition of Companies by P Mohanram
4. Mergers , Acquisitions and Takeovers by HR Machiraju

FM 407: Tax Planning And Management

Unit I
Nature and scope of tax planning: Nature, Objectives of Tax management. Assessment of
tax. Financial year. Assessee - types Residential status Non-resident Indians.
Unit II
Tax on individual income: Salaries. Standard deduction. Valuation of Perquisites
Calculation of tax etc. Tax deductible at source.
Unit III
Corporate income tax: Tax concession and incentives for corporate decision. Tax
planning for depreciation; Treatment of losses & unabsorbed items; Carry forward and set
off losses. Tax and business reorganization: merger and amalgamation. Tax appeals;
Revision & Review
Unit IV
Wealth tax on closely held companies; Valuation of assets; Filing of returns; Assessment;
Appeals; Review; Revision and Rectification
Unit V
Central Excise Act 1994 and Excise planning; Customer Protection Act 1962 and
Customers planning. (working knowledge is required for these )
SUGGESTED READINGS:
1) Bhatia H L- Public Finance (Vikas) 1999, 20th ed.
2) Lakhotia R N- How to Save Wealth Tax (Vision Book) 2001, 9th ed.
56

3) Palkhiwala- Income Tax (Tripathi Publication)

4) Prasad Bhagwati- Income Tax Law & Practice (Vishwa Prakashan) 1997, 23rd ed.
5) Santaram R- Tax Planning by Reports (Taxman) 1978.
6) Singhania V K- Direct Taxes, Law & Practice (Taxman) 2002.

FM 408: Strategic Corporate Finance

Contents:
Unit I
Corporate strategies and its impact on corporate finance
Capital Structure Theories
Raising Finance sourcing domestic and global markets comparative capital cost
analysis problems and advantages of listing financial instruments abroad
Unit II
Financial Instruments structuring ADR & GDR convertibles option embedded
securities
Right Issue pricing rights right as a strategy of increasing promoters stake
Bonus issue formulating bonus strategy
Unit III
Trade Investment strategy subsidiaries, group companies, associates
Joint ventures Planning strategic alliances
Managing public deposit and commercial papers
Unit I V
Buy back of securities strategic formulations and financing techniques
Innovative financial products and restructuring the ownership patterns
Investment Decisions In New Technologies
Corporate Tax Planning : Direct and indirect tax planning issues

Readings:
1. Damodaran, Corporate Finance

FM 409: Project Planning & Control

Unit I
57

Planning & Analysis Overview: Phases of capital budgeting Levels of decision making
objective. Resource Allocation Framework: Key criteria for allocation of resource
elementary investment strategies portfolio planning tools strategic position and action
evaluation aspects relating to conglomerate diversification interface between strategic
planning and capital budgeting.
Unit II
Generation and screening of project ideas: Generation of ideas monitoring the
environment regulatory framework for projects corporate appraisal preliminary
screening project rating index sources of positive NPV qualities of a successful
entrepreneur the porter model for estimation of profit potential of industries. Market and
demand analysis: Situational analysis and specification of objectives collection of
secondary information conduct of market survey characterization of the market
demand
forecasting

market
planning.
product mixes plant capacity location and site machinery and equipment structures
and civil works project charts and layouts work schedule
Unit III
Financial Analysis: Estimation of cost of project and means of financing
estimates of sales and production cost of production working capital requirement and
its
financing

estimates
of
working
results

breakeven
points projected cash flow statement projected balance sheet.
Project cash flows: Basic principles of measurement of cash flows
components of the cash flow streams viewing a project from different
points of view definition of cash flows by financial institutions and
planning
commission

biases
in
cash
flow
estimation.
Appraisal criteria: Net Present Value benefit cost ratio internal rate of
returns urgency payback period accounting rate of returns investment
appraisal in practice. Analysis of Risk.
Unit IV
Types and measure of risk simple estimation of risk sensitivity analysis
scenario analysis montecarlo simulation decision tree analysis selection
of
project

risk
analysis
in
practice.
Special decision situations: Choice between mutually exclusive projects of
unequal life optimal timing decision determination of economic life
inter-relationships between investment and financing aspects inflation and
capital budgeting.
Analysis of firm and market risk: Portfolio theory and capital budgeting
capital asset pricing model estimation of key factors CAPM and Capital
budgeting
Unit V
Multiple projects and constraints: Constraints methods of ranking
mathematical
programming
approach

linear
programming
model

Qualitative Analysis: Qualitative factors in capital budgeting strategic

58

aspects strategic planning and financial analysis informational asymmetry

and
capital
budgeting

organizational
considerations.
Environmental appraisal of projects: types and dimensions of a project
meaning and scope of environment Environment Environmental
resources values environmental impact assessment and environmental
impact
statement.
Project financing in India: Means of finance norms and policies of financial
institutions SEBI guidelines Sample financing plans structure of
financial institutions in India schemes of assistance term loans procedures

project
appraisal
by
financial
institutions.
Project Management: Forms of project organization project planning project control
human aspects of project management prerequisites for successful project
implementation.
Network techniques for project management development of project network time
estimation determination of critical path scheduling when resources are limit PERT
and CPM models Network cost system (Only problems on resources allocation and
resources leveling) Project review and administrative aspects: Initial review performance
evaluation abandonment analysis administrative aspects of capital
budgeting evaluating the capital budgeting system of an organization.
SUGGESTED READINGS:
1. Nicholas Project Management for Business and Technology:
Principles and Practice Pearson / PHI
2. Gray & Larson Project Management: The Managerial Process
TMH, 3/e , 2005
3. Vasant Desai Project Management HPH
4. Bhavesh M Patel Project Management Vikas
5. Chitkara Construction Project Management, Planning, Scheduling
and Control TMH, 1/e
6. Choudhury Project Management TMH, 1/e
7. Project Management K Nagarajan New Age International, 2004
8. Project Management Merdith & Gopalan Wiley India (P) Ltd.
ELECTIVES: MARKETING
S.N.

Code

Elective Course-Marketing Management

1.
2.

MM 402
MM 403

Brand Management
Retail Management

3.

MM 404

Sales & Distribution Management

4.

MM 405

International Marketing

MM406

Consumer Behaviour & Advertising

59

MM407

Rural Marketing

MM408

Marketing of Services

MM 402: Brand Management

Contents:
Unit-I
Branding:
What is Brand, Logic of Branding, Brand Equity, Brand Awareness, Brand
Association, Brand Loyalty, Perceived Quality, and Selecting Brand Name.
Case Study and Discussions
Unit-II
Brand Identity-I:
The Positioning Concept, Four Components of Brand Positioning, Brand
Positioning, Brand Repositioning
Case Study And Discussions
Unit-III
Brand Identity-II:
Types of Brand Extension, Brand Extension Decision, Creating Range Brand, CoBranding, Brand Identity (necessary concept), Brand Identity vs Brand Image,
Brand Identity Structure, Brand Identity Traps.
Case Study And Discussions
Unit-III
Case Study And Discussions
Brand Personality:
Providing Value Proposition, Providing Credibility, Brand Customer
Relationship & Working With Multiple Brand Identities, Retailers Identity.
Unit-IV
Brand Positioning:
Measuring Brand Personality, Creating Brand Personality, Self Expression Model,
Relationship Basis Model, Functional Benefit Representation Model, Brand
Launch Vs Product Launch.
Case Study And Discussions
Unit-V
Brand Extension: Types of brand extension, Brand extension decision, Creating
range brand, Co-Branding.

60

Measuring Brand Equity-I: Youngs Rubicans Brand Asset Valuator, Total

Researchs Equity Trend, Inter Brands Top Brand, Why Measure Brand Equity
Across Products & Markets
Brand Portfolio: Brand Portfolio & Market Segmentation, Multi Brand Strategy,
Sub Brand Roles, Multi Brand Limitations, Merging Brands,
Case Study And Discussions

References:
1. David A. Aaker , Building Strong Brands, 2002
2. Ean Noel Kapferer, Strategic Brand Management, 2002
3. Subroto Sengupta, Brand Positioning, 2005
4. David A. Aaker , Managing Brand Equity
5. Moore William L., Pessemier, Product Planning & Management, McGraw Hill
International.
6. Wheelwright, Steven C and Clark, Kim B, Revolutionizing Product Development:
Quantum Leaps in speed, efficiency and quality, New York, Free Press
7. Tycott, Paul, Innovation Management and New Product Development, Pitman,
London
8. Kapferer Noel Jean, Kogan Page, Strategic Brand Management,

MM 403: Retail Management

Contents:
Unit-I
Introduction to Retail: The Industry, Retail in India, Reasons for Growth in India,
Functions of Retailer, Retail Formats & Their Characteristics: Store and Non-Store;
Retail Theories: Cyclical Theory (Wheel of Retailing)
Unit-II
Retail Strategy: Strategy-The Retail Perspective, International Expansion-A growth
Strategy, Retail Branding, Building the retail Value Chain.
Unit-III
Understanding the Retail Consumer: Factors Influencing the Retail Shoppers, Consumer
Decision Making Process, Indian Scenario: Reasons for Change in the Indian Consumer.
Unit-IV
Store Location: Types of Locations, Importance, Steps Involved in Choosing a Location,
Process of Retail Location Selection, Trading Area Analysis.
Unit-V
Retail Store Design and Visual Merchandising: Importance of Store Design, Store
Layouts, Space Planning Interior Atmospherics, Exterior Design Components, Visual
Merchandising.

61

Unit-VI
Merchandising Management: Deciding the Merchandise Mix, Merchandise Planning,
Functions of a Merchandise Manager, Functions of Buyer, Factors Affecting Merchandise
Mix-Budget Constraint, Space Limitation, Product Turnover Rates; Stock Replenishment;
Vendor Identification & Selection Criteria; Category Management & Category Captainship.
Unit-VII
Retail Marketing & Communication: Retail Marketing Mix, The STP Approach, Retail
Communication Mix, POP Displays.
Unit-VIII
Managing Retail Business: Retail Organization & HRM, Financial & Operation
Dimensions, Managing Retail services.
References:
1. Berman B and Evans JR, Retail Management, Pearson Educatio, 2002.
2. Michael lervy M & Weitz B W, Retailing Management, Tata McGraw Hill, 2004.
3. Vedmanai G. Gibson, Retail Management: Functional Principles, Practices, Jaico
Publishing House, 2004.
4. Pradhan Swapna, Retailing Management: Text & Cases, Tata McGraw Hill, 2004.
5. Bajaj C; Tuli R., Srivanstava N.V, Retail Management, Oxford University Press,
Delhi, 2005.
6. Nair Suja, Retail Management, Himalaya Publication, 2006.

MM404: Sales & Distribution Management

Contents:
Unit-I
Nature and scope of sales Management
Recruitment and selection of Sales personnel
Unit-II
Training and Development of Sales Personnel
Compensation and Motivation of Sales Personnel
Evaluation and Control of Sales Personnel
Unit-III
Sales Organization
Sales Budget
Sales Territory Sales Allocations and Quotas
Sales Control and Cost Analysis
Unit IV
Distribution Objective and Strategy
Marketing Channels: Structure, Functions, and Relationship
Channel Design and Planning
Managing the Marketing Channels
62

Unit V
Information Systems and Channel Management
Assessing Marketing Channel Performance
Logistics of Distripbution
References:
1. Louis W. Stern
2. Add IEL Ansary, Anne T Laughhean
3. Richard R Still, Prentice Hall India, 1997
4. Edward W Cun diff, Norman A.P. Govoni, Prentice Hall India.

MM405: International Marketing

Contents:
Unit-I
Introduction:
What is Global Marketing its importance
Management Orientation
Forces Affecting Global Marketing
Unit-II
International Marketing Environment:
Global Economic Environment
Social & Cultural Environment
Political, Legal & Regulatory Environment
Unit-III
Analysing & Targeting Opportunities:
Global Customer
Global MIS & Marketing Research
Segmenting, Targeting & Positioning

Unit-IV
International Marketing Strategy:
Entry & Expansion Strategies
Cooperative Strategies & Strategic Partnership
Competitive Analysis & Strategy

63

Unit-V
International Marketing Programs:
Product Decisions
Pricing Decisions
Channels & Physical Distribution
Global Advertising
Global Promotion
Global e-marketing
References:
1. Warren J. Keegam, Global Marketing Management, 7th Edition, Pearson
Education Pvt. Ltd, 2005.
2. Vern Terpstra, Ravi Sarasthy, International Marketing, 7th Edition, The
Dryden Press 1997.
3. R.L. Varshney, B. Bhattacharya, International Marketing Management,
Sultan Chand & Sons, 1999.

MM 406: Consumer Behaviour & Advertising

Unit I
Introduction: Defining Consumer Behaviour; Reasons for studying consumer behaviour,
applying consumer behaviour knowledge; Understanding consumer and market segments;
Environmental influences on consumer behaviour: Subcultures, social class, social groups,
family, personal influences and diffusions of innovations
Unit II
Industrial determinants of Consumer Behaviour: Personality and self-concept; Motivations
and involvement; Information processing; Learning and memory; Attitudes and changing
attitudes
Unit III
Consumer decision process: Problem recognition; Search and evaluating; Purchasing
processes, Post-purchase behaviour; Consumer behaviour models; Consumerism;
Organisational buying behaviour
Unit IV
Advertising management overview: Meaning, nature and scope of Advertising; Advertising
and other promotional tools; Role of advertising in promoters mix; Process of advertising;
Customer and competitor analysis; STP strategies for advertising
Unit V
Campaign planning: Message creation; Copywriting; Role of creativity in copywriting;
Media planning; Testing for advertising effectiveness; Preparation and choice of methods
64

of advertising budget; Ethical and social issues in advertising; Management of advertising

agencies; Role of advertising in natural development
SUGGESTED READINGS:
1) Batra; Myers and Aaker- Advertising Management (Prentice-Hall, 5th edition)
2) Desmond J- Consuming Behaviour (Palgrave, 2003)
3) Loudon D L- Consumer Behaviour (Tata McGraw-Hill, 4th edition) 1993
4) Schiffman and Kanuk- Consumer Behaviour (Prentice-Hall, 8th edition) 1995.
5) Rama Mohana Raok Services Marketing (Pearson Education)
6) Blackwell et al- Consumer Behaviour (Vikas, 9th edition) Blackwell 2004.
7) Belch M A and Belch G E- Advertising and Promotion An Integrated Marketing
Communication Perspective (Tata
McGraw-Hill) 2003. 6th ed.

MM 407: Rural Marketing

Contents:
Unit I
Rural Marketing: nature, definition, scope & importance in India. Size& structure of rural
markets. Factors influencing rural marketing: Socio-cultural factors, population,
occupation, literacy level, land distribution & use, development programmes,
infrastructure, communication media, credit availability, local requirements.
Unit II
Rural Market Index: Thompson index. Market strategies & tactics with reference to rural
markets. Product marketing & service marketing in rural India: product planning,
communication media & message, distribution C channels, market research (with special
reference to seeds, fertilizers, farm equipments, new techniques, agricultural output & other
services.Marketing of consumables & durables.
Unit III
Marketing of agricultural produce: regulated markets, cooperative marketing & processing
societies. Rural Industry: Marketing of rural industry, cottage industry, artisan
products. Problems in rural marketing. Consumer education & consumer movement in rural
India. Role of government & NGOs in rural marketing.
Reference Books
1. Krishnamacharyulu & Ramakrishnan Rural Marketing Text & Cases 1st Pearson
Education Asia
2. Samiudin & Rehman Rural Marketing National Publishing House
3. Rajagopal Indian Rural Marketing Rawat Publishers
4. Sukhpal Singh Rural Marketing Management 1st Vikas

65

MM 408: Marketing of Services

Contents:
Unit-I
Introduction to Service Marketing: Meaning and Nature of Services; Growing Importance,
Difference between Goods and Services; Classification of Services; Marketing Implications
of Services; Service Marketing Management a Strategic Perspective.
Unit-II
Analysing Service Marketing Environment; Buying Considerations and Consumer
Behaviour; Consumer Expectations and Perceptions; Service Quality-Gap Model, Service
Encounters, Moments of Truth, Critical Incidents, Services Marketing Triangle, Internal
Marketing
Unit-III
Services Market Segmentation: Criteria and Bases; Targeting Customers and Building
Relationships Positioning and Services, Services Marketing Mix: Product, Price, Place,
Promotions, People, Process and Physical Evidence, Pricing for Services: Pricing
Strategies, Communication Strategy for Services.
Unit-IV
Marketing of Services: Specific Applications.
Banking Industry
Aviation Industry

References
1. Valarie A.Zeithaml & Mary Jo-Bitner: Services MarketingIntegrating Customer
Focus Across the Firm, 3/e, TMH, 2003.
2. Thomas J.Delong & Asish Nanda: Managing Professional ServiesText and Cases,
McGraw-Hill International, 2002.
3. Lovelock Christopher: Services Marketing People, Technology, Strategy, Fourth
Edition, Pearson Education, 2002.
4. Mark Davis, Managing Services People and Technology, McGraw-Hill
International, 2002
5. Adrian Payne, The Essence of Services Marketing, Prentice-Hall of India Pvt. Ltd.,
2002.
6. Roland T. Rust and P.K. Kannan, e-Service New Directions in Theory and Practice,
Prentice-Hall of India Pvt. Ltd., 2002.

66

MM 409: Industrial Marketing

Objectives:
The objective of this course is to provide an opportunity to the students to integrate the
learning from various marketing courses and apply them in the context of Business to
Business Marketing.
Contents:
The nature of Industrial Marketing, Understanding Industrial Markets and Environment,
Business Market Management: Guiding principles, The Nature of Industrial
Buying and Buying Behaviour, Buyer-seller Relationship.
Market Sensing: Generating and Using Knowledge about the Market Place, Industrial
Marketing Intelligence and Marketing Research, Understanding Firms as
Customers.
Market Segmentation Strategy, Target Marketing, and Positioning, Industrial Pricing
Strategies and Policies, Product Strategy and new product Development:
Management of New Industrial Products: Mapping the Entry Barriers, Crafting
Market Strategy Managing Market Offerings, New Offering Realization.
Business Channel Management :Industrial Distribution Channels and Marketing Logistics,
Managing the personal Selling function, Gaining Customers, Sustaining Reseller
Partnerships, Sustaining Customer Relationships, Channel Partnership, Relationship
Marketing : Supplier Partnership.
Strategic Planning, Implementing and Controlling in Industrial Marketing, Business-toBusiness(Industrial) Marketing through Electronic Commerce, Industrial Selling : The
Indian Ground Realities, International Industrial Marketing,
References:
1.Reeder, Robert R., Brierty Savitt, R. & Reeder, Edward G., Brierty, H. Industrial
Marketing Analysis Planning and Control, 2/E, 1991.
2. Havaldar, K Krishna, Industrial Marketing: Text and Cases, 2/E, Tata Mcgraw-Hill
3. E. Raymond Corey, Industrial Marketing: Cases and Concepts,4/E, Prentice Hall, 1991.
4. Ghosh , Industrial Marketing, Oxford University Press, 2006.
5. Robert W. Bly, Business to Business Direct Marketing: Proven Direct Response Methods
to Generate More Leads and Sales, McGraw-Hill; 2Rev Ed edition, 1998.

67

S.N.
1.
2.
3.
4.
5.
6.
7.

Code
IB 402
IB 403
IB 404
IB405
IB 406
IB 407
IB 408

Elective Course-International Business

International Business Environment
Global Logistics Management
International Management
Management of MNCs
Export - Import Procedures & Documentation
International Business Law
International Market Opportunity Analysis

IB 402: International Business Environment

Contents :
Unit I
International business and Environment : An Interface; Framework for understanding
International Business environment. Analysis of physical, demographic, economic,
financial, socio-cultural, political, legal and ecological environment of a foreign country.
68

Unit II
Global Trading Environment : World trade in goods and services major trends and
developments; Regulation of international trade and non-tariff barriers; Liberalization of
world trade.
Unit III
International Financial Environment : Foreign investment types and flows; International
monetary system- exchange rate mechanism and arrangements, Movements in foreign
exchange rates and impact on trade and investment flows, Euro currency.
Unit IV
International Economic Institutions and Agreements : IMF, World Bank, MIGA, UNCTAD
and WTO; MFA, GSP and International commodity agreements.
Regional Economic groupings in Practice : Forms and their functioning : Multilateralism
Vs. regionalism; NAFTA, ASEAN, SAFTA and other regional economic groupings.
Unit V
Multinational corporations (MNCs) and Transfer of Technology : Multinationals and their
economic impact; Political and legal impact of multinational corporations; Strategies for
dealing with multinations; Technology transfer importance and types, Issues in transfer of
technology to developing countries.
Suggested Readings:
1. Daniels, John D. and Radebaugh, Lee H., International Business : Environment and
Operations, 8th Edition, Addison Wesley, 1998.
2. Keegan Warren J., Global Marketing Management, 5th Edition, Prentice Hall of India,
1995.
3. Onkvisit, Sak and Shaw, John J., International Marketing: Analysis and Strategy, 3rd
Edition, Prentice Hall of India.

IB 403: Global Logistics Management

Contents:
Unit-I
Integrated Logistics:
Logistics Mission: Service, Total Cost, and Logistical Renaissance.
Logistics Operation: Work of Logistics, Integrated Logistics, Inventory Flow and
Information Flow, Operating Objectives, Barriers to Internal Integration, Logistical
Performance Cycles

Customer Focused Marketing: Marketing Concept, Logistics as a Core Strategic

Competency, Life Cycle Planning, Value Added Services, Customer Satisfaction
and Success.

69

Marketing Channel Structure: Different Kinds of Channel Structure, Economics

of Distribution.

Unit-II
Supply Chain Relationship: Supply Chain Competitiveness, Supply Chain
Leaders Visions, Elements of Success, Factors Increasing Likelihood to Supply
Chain Relationship Success.
Logistical Resources: Functionality and Principles, Information Architecture,
Application of New Information Technology.
Forecasting: Forecast Consideration, Forecast Process, and Forecast Techniques.
Inventory Strategy: Inventory Types and Characteristics,
Functionality,
Definitions, Cost of Carrying Inventory, Determining Order Point, Determining Lot
Size
Unit-III
Transportation: Transportation Functionality and Principles, Transport
Infrastructure, Suppliers of Transportation Services, Economic Factors, Pricing
Strategies, Transport Decision Making.
Warehousing Management: Concept, Functionality, Principles, and Alternatives
Strategies.
Material Handling: Handling Requirement, Storage Requirement, and Material
Handling Systems
Unit-IV
Logistics Positioning: System Integration, Benchmarking, Activity Based Costing,
and Quality Initiatives.
Organization of Logistics Systems.
Performance Measurement of Logistics Systems.
Unit-V
Global Economy
Global Supply Chain
Global Infrastructure.
References:
1. Donald J. Bowersox , Logistical Management, Mcgraw Hill International
Edition, 4th Edition,
2. John J Coyal, The Management of Business Logistics,
3. J.L. Gattru & D.W. Walters, Managing Supply Chain,
4. Agarwal D K, Textbook of Logistics & Supply Chain Management,
Macmillan India Ltd., 2007.

IB 404: International Management

70

Content:
Unit I
International Management : Trends, challenges and opportunities; Organisational design
and structure of international corporations. Locus of decision making; Headquarter and
subsidiary relations in international firms.
Unit II
International perspective on organization behaviour : motivating employees in international
context, perception and attitudes across cultures, leadership, communication, conflict and
negotiation across cultures.
Unit III
International Human Resource Management : Selection, development, performance
appraisal and compensation, managing groups across culture; International human resource
strategy.
Unit IV
International Business Strategy : Creating strategy for international business; Management
of production, services technology and operations; marketing financial, legal and political
dimensions; Ethics and social responsibility of business.
Unit V
Operations of Foreign Subsidiaries in India; Internationalisation of Indian Business firms
and their operations abroad. International mergers and Acquisitions.
Suggested Readings:
1. Hodgetts, International Management, 3rd edition, Tata McGraw Hill, New Delhi.
2. McFarlin, Dean B., International Management : Trends, Challenges and Opportunities,
International Thomson Publishing, Cincinnati, Ohio, 1998.
3. Thakur, Manab; Burton, Gene E. and Srivastava, B.N., International Management:
Concepts and Cases, Tata McGraw Hill Publisher Co.Ltd., New Delhi, 1997.
4. Taggart, James H. and McDermott, Michall L., The Essence of International Business,
Prentice Hall of India Pvt. Ltd.
5. Nagandhi, Anant R., International Management, Prentice Hall of India Ltd., New Delhi.
6. Davidson, William H., Global Strategic Management, John Wiley & Sons.
7. Drucker, Peter F., Global Shift, Paul Chopman Publishers Ltd., 1992.
8. Brooke, Michael Z. and Remmers, M. Lee, International Management and Business
Policy, Houghton Mifflin & Co., Boston.

IB 405: Management of MNCs

Contents:

71

Unit-I
MNCs: Definitions And Meaning of MNCs, Distinguish Aspects of MNCs.
Cases On: Textile Industries, Handloom Industries, Automobiles Industries, and
Agro-Product
Unit-II
Forces Of Globalization and MNCs, Globalization Process, Factor Affecting the
Globalization Process, MNCs (Indian Companies How to become MNCs Factors
with Live Examples).
Life Cycle of Products (MNCs)
Macro Forces of Globalization: Detailed Study of International Business
Environment and Impact on Long Term Business Strategies.
Competitive Advantage of Nations: Factors with their Related Studies, Utilization
Process and Implication (Detailed Study of Indian Agro Products).
Unit-III
Theories of International Trade: Different kinds of Theories and its Depth in Indian
Context.
Trading Environment MNCs: National Security Issues, Quotas, and Tariffs.
Regulatory Environment of MNCs: FTDRA, EXIM Policy, Development Scheme
Unit-IV
Designing Organization Structure of MNCs: Types of Structures, Special Case
Study on HONDA and EXIDE Battery.
Business Ethics and Social Responsibility of MNCs.
Country Risk Analysis.
Foreign Exchange Transaction Exposures.
References:
1. Hoggets and Luthans, International Management, Second Edition, Mcgraw Hill
International Edition,
2. Claude M. Jonnard, International Business And Trade , St. Luice Press.
3. Text Book of Logistics and Supply Chain Management
4. Kamal Fatehi, International Management, Prentice Hall India,
6. Manab Thakur, International Management, Tata Mcgraw Hill, 2nd Edition.
7. Weitrich, Koontz, Management :, Mcgraw Hill, 10th Ed.

IB 406: Export-Import Procedures and Documentation

Contents:
Unit I

72

Framework of Export Documents Types of Documents, characteristics and relevance;

Getting ready for exports; Export contract and Inco terms; Procuring and processing of an
export order.
Unit II
Methods and Terms of Payments for Exports; Documentary credit and collection;
Financing for export: Pre- and post-shipment credit.
Cargo, Credit and Foreign Exchange Risks : Nature of risks, Cargo insurance : contract of
cargo insurance, procedures and documentation for cargo loss claims; Role and schemes of
ECGC and commercial banks, Procedure for filing claims.
Unit III
Quality control and Pre-shipment Inspection : Schemes, process and procedures; Excise
and custom clearance regulations, procedures and documentation; Export incentives :
major incentives and procedures for claiming them.
Unit IV
Procurement for Exports Planning and methods of procurement for exports; Procurement
through imports, Financing imports - instruments and related procedures and
documentation; Custom clearance of imports regulations, procedures and documentation,
Managing risks involved in importing: transit risk, credit risk and exchange risk.
Unit V
Duty Exemption Schemes : Objectives, benefits, procedures and documentation; Schemes
for import of capital goods: Procedures and documentation for new/second hand capital
goods.
Export / trading/ star trading/ superstar trading houses : Objective criteria and benefits;
procedures and documentation; Policy for EOU / FTZ / EPZ units : Objectives, criteria and
benefits; procedures and documentation.
Suggested Readings:
1. Paras Ram, Export : What,Where and How?, Anupam Publications, New Delhi, 1991.
2. Export Import Policy (latest).
3. Handbook of Procedures (Vol I & II).
4. ITC (HS) Classificaiton of Export and Import Items (latest).
5. IMPEX Times, various issues.
6. Excise Law Times, various issues.
7. Customs and Excise Law Times, various issues.

IB 407: International Business Law

Contents:
73

Unit I
Legal Framework of International Business: Nature and Complexities; Code and Common
Laws and their implications to business; International Business Contract Legal
Provisions; Payment Terms; International Sales Agreements, Rights and Duties of Agents
and Distributors.
Unit I I
Contract of Enforcement and Dispute Settlement, International Commercial Arbitration.
Regulatory Framework of WTO: Basic Principles and Charter of GATT/WTO;
GATT/WTO Provisions Relating to Preferential Treatment of Developing Countries,
Regional Groupings, Subsidies, Technical Standards, Antidumping Duties, and other NTBs,
Custom Valuation, Dispute Settlement; Implications of WTO to Important Sectors GATS;
TRIP; TRIMs.
Unit I II
Regulations and Treaties Relating to Licensing, Franchising, Joint Ventures, Patents &
Trade Marks, Technology Transfer, Telecommunications, Taxation Treaties.
Unit I V
Regulatory Framework Relating to Electronic Commerce. Indian Laws and Regulations
Governing International Business Transactions FERA/FEMA, Taxation of Foreign
Income, Foreign Investments, Setting up Offices and Branches Abroad, Restrictions on
Trade in Endangered Species and Other Commo dities.

References:
1. Patrick, Hearn, International Business Agreements, Gower Publing Co. Pvt.
2. Lew, Julton D. M. and Clive Standbrook (eds.), International Trade Law and Practice,
Euromoney Publications, London.
3. GATT/WTO Publications.
4. IIFT Publications.
5. Government of India Publications.

IB 408: International Market Opportunity Analysis

Contents:
Unit I
Introduction to Market Opportunity Analysis; Factors influencing market opportunity;
Strategic Planning and Market Opportunity Analysis Basic growth strategies and business
portfolio analysis; Environmental scanning and monitoring.
Unit II

74

Market Demand Measurement : Estimation of Market and Sales Potential; Estimation of

overseas market demand, Competitive Analysis : Types and levels of competition; Industry
analysis; Competitor analysis; Searching for differential advantages.
Unit III
Financial Analysis: Revenue analysis; Cost analysis cost behaviour, cost sensitivity and
forecasting; profitability analysis; risk analysis.
Unit I V
Product and Foreign Market Selection; Analysis of specific products and overseas markets
of relevance to India with reference to prevailing business practices.
References:
1. Stevens, Robert E. and Sherwood, Philip K., Market Opportunity Analysis, Lexington
Books, D. C., Heath and Company, Lexington, Massachusetts, 1987.
2.Bolt, Gordon, Market and Sales Forecasting: A Total Approach, Third Ed., Kogan Page,
London 1994.

S.N.

Code

Elective Course-Information Technology

1.
2.

IT 402
IT 403

ADIS
RDBMS

3.

IT 404

Marketing of Software Solutions

4.

IT 405

Networking and Communication

5.

IT 406

Management of Software Projects

IT 407

Software Quality Assurance

IT 408

Information Security & Risk Management

8.

IT 409

Strategic Information System

IT 402: ADIS
Contents:
Unit-I
The System Concept: Computer Based Systems, Elements of a System, Types of
Information System, System Engineering.
75

Unit-II
Analysis Concepts and Principles: Requirements Analysis, Communication
Techniques, Analysis Principles, Analysis Models, and Specifications.

Analysis Modeling: Data Modeling, Functional Modeling and Information Flow,

Behavioral Modeling, The Mechanics of Structured Analysis.

Unit-III
Design Concepts and Principles: System Design, Design Process, Design
Principles, Design Concepts, Effective Modular Design, and Design
Documentation.
Design Methods: Data Design, Architectural Design Process, Transform and
Transaction Mapping, Human Computer Interface Design, Procedural Design.
Unit-IV
System Testing Methods & Strategies: Testing Fundamentals, Strategic Approach
for Testing, Test Case Design, White Box Testing, Basis-Path Testing, Control
Structure Testing, Black-Box Testing, Unit Testing, Integration Testing, Validation
Testing, System Testing, Debugging Process.
Unit-V
Introduction To CASE Tools
Case Study: Implementation of a System Solution to an Industrial Problem.
Description May Include: The Problem Statement, The Basic Requirements,
Analysis Details, The ER Diagrams, Flow Charts, Dfds, Screens And Reports, Test
Case Design, Summary
Project Documentation
Hands on Experience CASE Design Tool Visio 2005
References:
1. Whiten, Bentley, System Analysis and Designing, Fourth Edition, Galgotia
Publication, 1999
2. Elias M Awad, Systems Analysis and Design, Second Edition, Second Edition,
Galgotia Publication, 2006
3. Pressman, Roger S, Software Engineering, Fourth Edition, 2000
4. Loudon & Loudon, Management Information Systems

76

IT 403:RDBMS
Contents:
Unit-I
Database Concepts:
File Systems and Databases: Introduction to Databases, File System Critique,
Database Systems, and Database Models

The Relational Database Management System: Logical View of Data, Integrity

Rules Revisited, Relational Database Operators, Data Dictionary, and Data
Redundancy Revisited

Introduction To SQL: Data Definition Commands, Data Manipulation Commands,

Data Control Commands, Basic Data Management, and Queries.

Unit-II
Design Concepts:
Entity-Relationship Modeling: Basic Modeling Concepts, Data Models, Entity
Relationship (E-R) Model, Developing an E-R Diagram.

Normalization of Database Tables: Database Tables and Normalization,

Normalization and Database Design, High-Level Normal Forms, Demoralization.

Unit-III
Advanced Design:

Database Design: Changing Data into Information, System Development Life

Cycle (SDLC), Database Life Cycle (DBLC).

Unit-IV
Advanced Database Concepts:

Transaction Management And Concurrency Control: Transaction Basics,

Concurrency Control (Locking Methods, Time Stamping Methods, Optimistic
Methods)

Distributed Data Base Management System: Evolution, Distributed Processing

and Distributed Databases, DDBMS, Components of DDBMS, Levels of Data and
Process Distribution, Distributed Data Transparency Features, Distribution
Transparency, Transaction Transparency, Performance Transparency and Query
Optimization, Data Fragmentation.

Unit-V
New Developments:
77

Object Oriented Database Management Systems: Object Orientation and

Benefits, Object Oriented Concepts, Evolution of Data Models, OODBMS- Pros
and Cons, OO Concepts and RDBMS

Client/Server Systems: Client/Server Concepts, Client/Server Information

Systems, Benefits, Client/Server Databases, Client/Server Implementation Issues

The Data Warehouse: Need For Data Analysis, Decision Support Systems, Data
-Warehouse, On-Line Analytical Processing (OLAP), Data Warehouse
Implementation, Data Mining.

Module VI:
Practitioners Approach:
Case Study: Implementation of aDatabase Solution to an Industrial Problem. The
Description May Include: The Problem Statement, The Basic Requirements,
Analysis Details, The ER Diagrams, Realistic Database Design, Screens and
Reports, Some MIS Oriented Query Implementation, Summary.
Project Documentation
Hands On Experience In MS-Access 2007, Brief Overview Of SQL Server 2005
References:
1. Date, C J., An Introduction To Database System, 2002.
2. Desai, Bipin. C, Introduction To Database System, Galgotia Publication, Revised In
2001
3. Martin, J., Computer Database Organization, 2000
4. Peter Rob, Carlos Coronel, Database Systems, Galgotia Publication, Third Edition
1999
5. Plew & Stephens, Teach Yourself SQL, Techmedia, Second Edition, 2003

78