SOURASHTRA COLLEGE (AUTONOMOUS), MADURAI -4

(Accredited with B++ Grade by NAAC)

M.B.A
Course Structure Semester Wise
CBCS
(w.e.f. 2011-2012 Onwards)

Vision

Mission

IV SEMESTER

S.No.

Sub.Code

Subject Title

Hours
Duration
/
CA
of exams
Week

SE

Tot

Credits

Higher Management
Techniques

25

75

100

Strategic Management

25

75

100

Major Elective

25

75

100

Major Elective*

25

75

100

Major Elective*

25

75

100

Project Work

100

100

Viva-Voce (External
Only)

100

100

Students should choose three major elective subjects from the group

* ELECTIVES
Marketing Area

Industrial Marketing
Buyer Behaviour
Services Marketing
Investment and Portfolio Management

Finance Area

Budgeting, Profit Planning and Control

Personnel Area

Merchant Banking & Financial Services

Organisational Development
Human Resource Accounting
International Human Resource Management

HIGHER MANAGEMENT TECHNIQUES

OBJECTIVES
The objectives of the course is to acquaint the students with the application of Operations Research to business
and industry and to expose them to the significance of various scientific tools & methods that are available in
Operations Research for management decision making.
SYLLABUS
UNIT 1
Introduction to OR and its applications Resource allocation models : Linear Programming Formulations of
Managerial problems graphical and simplex methods. Duality and Dual Simplex methods.

UNIT 2
Inter programming Enumeration method, Gomorys cutting plance method, branch and boundalgorithm and
Zero-one programming.
UNIT 3
Transportation, assignment problems and traveling salesman problem.
UNIT 4
Game Theory Pure and mixed strategies, dominance principle and applications to business.
UNIT 5
Dynamic programming Optimality principle, Application to business problems. Simulations, Queuing models
single channel Markov process and its applications to business.
Text Books:
1.
Operations Research - Kanti Swarup, P.K Gupta, Man Mohan
2.
Resource Management
Techniques
- Prof. V. Sundaresan,
K.S. Ganapathy Subramanian, K Ganesan
Suggested Readings:
1.
Operations Research
- An Introduction
2.
An Introductin to Operations Research
3.
Quantitative Approach
4.
Operations Research
5.
Operations Research

- Hamdy A Taha
- Hiller & Liebermann
- I Levin and Kirk Patrick
- Srivastva & Shenoy
- S.D. Sharma

STRATEGIC MANAGEMENT
OBJETIVES
Make the student familiar with the principal concepts, frameworks and techniques of strategic
management and to gain expertise in applying these concepts, frameworks and techniques in order to
Understand the reasons for good or bad performance by an enterprise, Generate strategy options for an
enterprise, Assess available options under conditions of imperfect knowledge, Select the most appropriate
strategy and to recommend the best means of implementing the chosen strategy. In addition, facilitating the
integration of the knowledge gained in previous and parallel courses and to develop students capacity as a
general manager
Unit 1
Definition, nature, scope, and importance of strategy; and strategic management (Business policy). Strategic
decision-making. Process of strategic management and levels at which strategy operates. Role of strategists.
Defining strategic intent: Vision, Mission, Business definition, Goals and Objectives, Balanced score card
Approach to Objectives.
Unit 2
Internal Appraisal The internal environment, organizational capabilities in various Functional areas and
Strategic Advantage Profile. Methods and techniques used for organizational appraisal (Value chain analysis,
Financial and non financial analysis, historical analysis, Industry standards and benchmarking, Balanced

scorecard and key factor rating).Identification of Critical Success Factors (CSF). Environmental Appraisal
Concept of environment, components of environment. Environmental scanning techniques- ETOP, QUEST and
SWOT (TOWS)
Unit 3
Corporate level strategies-- Stability, Expansion, Retrenchment and Combination strategies. Corporate
restructuring. Concept of Synergy. Business level strategiesPorters framework of competitive strategies;
Conditions,risks and benefits of Cost leadership, Differentiation and Focus strategies. Location and timing
tactics. Concept, Importance, Building and use of Core Competence. Competitor Analysis- Outsourcing
Strategy
Unit 4
Strategic Analysis and choiceCorporate level analysis (BCG, GE Nine-cell, Hofers Product market evolution
and Shell Directional policy Matrix). Industry level analysis ; Porterss five forces model. Qualitative factors in
strategic choice. Strategy implementation: Resource allocation, Projects and Procedural issues. Organistion
structure and systems in strategy implementation. Leadership and corporate culture, Values, Ethics and Social
responsibility. Operational and derived functional plans to implement strategy. Integration of functional plans.
Unit 5
Strategic control and operational Control. Organistional systems and Techniques of strategic
evaluation. Ethics and Social Responsibility issues related to strategic management.
Reference:
1. Azar Kazmi, (2010) Strategic Management: , New Delhi, Tata mc Graw Hill Publication.
2.Thomson and Stricland(2003), Strategic Management: Concept and Cases, New Delhi, Tata Mc Graw Hill
Publication.
3. Pearce, Robinson and Mital(2008), Strategic Management: Formulation, Implementation and Control, New
Delhi, Tata mc Graw Hill Publication.
4. Hitt. Ireland and Hoskisson: Strategic Management: Competitiveness and Globalization: Concept and Cases,
USA, Thomson Higher education.

Major Elective
Marketing Area
INDUSTRIAL MARKETING
UNIT 1 :
The industrial marketing system the industrial marketing concept types of industrial goods nature of
demand for industrial goods industrial buyer motives purchasing process industrial buying situation
segmentation of industrial goods value addition in industrial marketing.
Unit 2 :
Industrial product - Assessing market opportunities estimation of market potential developing product
strategy strategic formation technology and industrial market places planning industrial product lines pre
sales & post sales service value analysis vendor analysis.
Unit 3 :
Industrial product pricing Industrial product pricing determinants pricing objectives pricing decision
analysis pricing strategies leasing of industrial products.
Unit 4 :
Marketing channels marketing channel participants marketing channel strategy marketing logistics:
physical distribution and customer service.
Unit 5 :
Industrial product promotion personal selling developing industrial sales force planning, organizing &
counseling, selling function direct marketing advertising sales promotion public relations and publicity
relationships marketing;
TEXT BOOKS :
Industrial Marketing

Michael D. Hutt & Thomas W. Speh.

BUYER BEHAVIOUR
UNIT 1 :
Introduction The diversity of consumer behavior Consumer Research market segmentation
Unit 2 :
The consumer as an individual consumer needs and motivation personality and consumer behavior
consumer perception learning and consumer involvement the nature of consumer attitudes consumer
attitude formation and change communication and persuasion.
Unit 3 :
Consumers in their social and cultural settings group dynamics and consumer reference groups the family
social class and consumer behaviour the influence of culture on consumer behaviour sub-cultural aspects of
consumer behaviour cross-cultural consumer behaviour: An international perspective.
Unit 4 :
The consumers decision-making process personal influence and the opinion leadership process diffusion of
innovations consumer decision making: choosing and consuming.
Unit 5:
Consumer behaviour and society consumer behaviour applications to profit and noon-profit marketing
public policy and consumer protection.
Suggested reading :
Consumer Behaviour by Leon G. Schiffman , Leslie Lazar Kanuk

SERVICES MARKETING

UNIT 1 :
Introduction nature services marketing and relationship marketing.
Unit 2 :
Services marketing mix 7 Ps barriers to marketing of services marketing on the low ebb beliefs,
perceptions, attitudes.
Unit 3 :
Developing an effective service mission services marketing segmentation.
Unit 4 :
Positioning and differentiation of services marketing plans for services.
Unit 5 :
Marketing of some selected services in the Indian context personal care marketing entertainment marketing
education marketing communication marketing bank marketing hotel marketing hospital marketing.
SUGGESTED READINGS :
Services marketing
Services marketing

SM. Jha (Himalaya publishing house)

Reddy and Appanaiah

Investment and Portfolio Management

Objectives:

The culmination of security evaluation and accumulation of security related information is investment decision
making. This subject deals in portfolio optimization, evaluation, revision, etc.
Level of Knowledge: Indepth knowledge and Quantitative emphasis. A mini project involving computer
operations is essentials as part of class assignment.
UNIT 1 - Introduction:
Investment, Gambling, speculation Difference Factors favouring investment, Investment process. RiskReturn attitudes, Age, Income level and other socio-cultural factors.
Portfolio Analysis:
Dominance and efficient Portfolios simple diversification. Markowltz diversification, Derivation of Capital
Market line, Lagrangian function for minimization of risk, Stochastic dominance.
UNIT 2 - Capital Market Theory:
Assumptions, derivations, relaxing the assumptions Graphical Analysis
Institutional Investors:
Maximizing Utility, Investment objectives of UTI, LIC, GIC and other private mutual funds, Graphical and
mathematical Utility analysis. Foreign Institutional Investors.
UNIT 3 - Portfolio Performance Evaluation:
Various schemes of Investment, Financial institutions, Different techniques of evaluation Net Asset Value,
Return on Equity Investments, Yield on Fixed Income Securities.
Expenses ratio, Compounded Total annual return, Sensitivity of NAV to Market Index, CMP / NAV etc.
Sharpes Treynors Indices measure, Decomposition of overall evaluation.
Efficient Market Hypothesis:
Weak form, semi-strongly efficient, strongly efficient Null of hypothesis. Different tests used for above
hypotheses. Results of research studies in India. Implications of Risk-Return analysis, Fundamental and
Technical analysis and portfolio management.
UNIT 4 - Arbitrating Theory
Assumptions, General Derivation of the APT model, problems on 2 factor models only. Comparison of modern
portfolio theory with APT. Study by Ross and Roll: Problems of APT.
Multi Period Wealth Maximisation:
Utility of Terminal Wealth, Single period portfolio Management, Portfolio Revision, Portfolio rebalancing,
Portfolio Upgrading.
Investment Timing: Formula plans constant Rupee Value plan. Constant Ratio Plan, Variable Ratio Plan, Rupee
Cost Averaging.
Investment Planning horizon, practical problems in portfolio revision, Principles for selection and Revision of
equity portfolios by Edward A Mennis.
UNIT 5
Applications of Ex-post and Ex-ante Security Market Line.
Computer Applications in Investment Management.

Project, Spread, Common, Nickmol, Sharpe, Markow, Fortfol, Simfund, Fundpro.

Suggested Readings:
1.
Investment Analysis
and Management
Jack Clark Francis
McGraw Hill
2.
Security Analysis and Donald Fisher
Portfolio Management
Ronald Jordan Prentice Hall of India
3.
Management of Investment Jack Clark Francis
McGraw Hill
REFERENCES
1.
Investment

Sharpe, Bailey, Alexander

Prentice Hall of India

Magazines:
Journal of Finance, Journal of Quantitative and Financial Analysis, Charted Financial Analyst, Journal of
Portfolio Management, Financial Analysis Journal.
Dailies
Economic Times, Financial Express, Business Line.

BUDGETING , PROFIT PLANNING AND CONTROL

Objective:

This course helps the students to achieve higher refinements in planning ,budgeting profit, planning
control. As the future is becoming more and more uncertain ,the corporate worlds need for refinement and
accuracy in planning also grows .
Unit 1
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 2 : 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. Technical analysis: Study of material inputs and utilities manufacturing process and
technology - product mixes - plant capacity - location and site - machinery and equipment - structures and civil
works - project charts and layouts - work schedule.
Unit 3 : 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 4 - Types and measure of risk - simple estimation of risk - sensitivity analysis - scenario analysis Monte
carol 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 5 - Multiple projects and constraints: Constraints - methods of ranking - mathematical programming
approach - linear programming model - Qualitative Analysis: Qualitative factors in capital budgeting strategic
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
RECOMMENDED BOOKS:
1. Prasanna Chandra - Project Planning: Analysis, Selection,
Implementation and Review - TMH, 5/e
2. Narendra Singh - Project Management and Control - HPH , 2003
3. Budgeting profit planning and control by glenn a.welsch

MERCHANT BANKING AND FINANCIAL SERVICES

UNIT 1
MERCHANT BANKING
Introduction - An Overview of Indian Financial System - Merchant Banking in India - Recent Developments
and Challenges ahead - Functions of Merchant Bank - Legal and Regulatory Framework - Relevant Provisions
of Companies Act - SERA - SEBI guidelines - FEMA, etc.
UNIT 2
ISSUE MANAGEMENT
Role of Merchant Banker in Appraisal of Projects, Designing Capital Structure and Instruments - Issue Pricing Book Building - Preparation of Prospectus, Selection of Bankers & Advertising Consultants, etc. - Role of
Registrars - Bankers to the Issue, Underwriters, and Brokers - Offer for Sale - E-IPO, Private Placement Bought out Deals - Placement with FIs, MFs, FIIs, etc. Off - Shore Issues - Issue Marketing - Advertising
Strategies - NRI Marketing - Post Issue Activities.
UNIT 3
OTHER FEE BASED SERVICES
Mergers and Acquisitions - Portfolio Management Services - Credit Syndication - Credit Rating - Mutual Funds
- Business Valuation.
UNIT 4
FUND BASED FINANCIAL SERVICES
Leasing and Hire Purchasing - Basics of Leasing and Hire Purchasing - Financial Evaluation.
UNIT 5
OTHER FINANCIAL SERVICES
Consumer Credit - Credit Cards - Bills Discounting - Factoring and Forfaiting - Venture Capital - Offshore
Funding.

TEXT BOOKS
1.
M.Y. Khan, Financial Services, 4th Edition, Tata McGraw Hill, 2008.
2.
Nalini Prava Tripathy, Financial Services, PHI Learning, 2008.
REFERENCES
1.
2.
3.
4.

S. Gurusamy, Financial Services, Tata McGraw Hill, 2008

Machiraju, Indian Financial System, Vikas Publishing House, 2nd Edition 2002.
Varshney P.N. & Mittal D.K., Indian Financial System, Sultan Chand & Sons,
New Delhi, 2000.
Sasidharan, Financial Services and System, Tata McGraw Hill,
New Delhi, 1st Edition, 2008.

PERSONNEL AREA
ORGANISATION DEVELOPMENT
Objectives:
The course develops analytical and operational approach to planned system wise organizational changes.
Organisations today are faced with dilemma of how to integrate the organizational objectives with the goals of
the individual working for it. To resolve this dilemma in our rapidly changing environment and to ensure that
competing conflicting groups move towards a collaborated way of work, several changes in the organisation
structures, processes and behaviour are necessary. This is sought to be achieved through a planned management
effort broadly termed as organisation development
SYLLABUS
Unit 1:
Meaning and Definition - Need for OD Concept Nature Origin / History Unique Characteristics
Second Generation OD
Unit 2:
Process of OD Collection of data diagnosis - Marvin Six Box Model Action OD Interventions & Nature
of OD Interventions - Program Management Phases Model for Managing change - Application of OD
Lewins three phase
Unit 3:
OD Interventions - Types Classifying - Intervention Strategies and tactics Change Laboratory Model
Unit 4:
Managerial Grid Grid Management by Objectives OD Strategies at work Critical Evaluations
Unit 5:
Organisation Climate & Culture - Conditions and Techniques for Successful OD Effects Future Prospects
Suggested Readings:
1. Wendell L French, Cecil H. Bell, Jr - Organisation Development Behavioural Science
for Organisation improvement

Interventions

2. Marfulies, Newton, Raja and P. Anthony - Organisation Development values, process Technology
3. Michael Mc Gill

- Organisation Development for Management

HUMAN RESOURCES ACCONTING

OBJECTIVES:
This course aims at training the students in the use of two of the recent methods in human resources
management. The first Human Resources Accounting, managing from accounting, attempts at valuation of
human resources in an organization. The second method of Human Engineering also known as Industrial
Systems Engineering is an extension of industrial. Engineering and focuses attention on man machine interface
with a view to achieve economy and efficiency in work activities.
SYLLABUS:
Unit- 1: Human Resources Accounting-An Introduction
1.1 Human Resource- Its Importance
1.2 Nature of Human Resources.
1.3 Human Resources Accounting-Definition and scope
1.4 Objective of Human Resources Accounting
1.5 Need for Human Resources Accounting
Unit-2: Accounting An Information system for Management
2.1 Accounting
2.2 Concepts and conventions in Accounting
2.2.1 Accounting Concepts
2.2.2 Accounting conventions
2.3 Financial Statements
2.3.1 Profit and loss account or Income Statement
2.3.2 Balance sheet
2.4 The concept of Revenue and Capital Expenditure
Unit-3: Human Resource Accounting :
3.1 Cost-Based Methods Historical, Replacement & Opportunity Cost Methods
3.2 Economic Value Models Goodwill, Lev and Schewardz, Flamholtz Methods
Unit-4: Human Resources accounting in India
4.1 Human Resource Accounting in India
4.2 Human Resources Accounting in the Public Sector
4.3 Human Resources Accounting in the private sector
4.4 Practical difficulties in the implementation of Human resources Accounting.
Unit-5: The nature and scope of Human Engineering
5.1 Introduction
5.2 Definitions
5.3 Objectives of Human Engineering
5.4 Man-Machine Systems
5.5 The stage in the Human Engineering Process
SUGGESTED READINGS
1. Eric Flamholtz

: Human Resources Accounting

2. Rensis Likert,
The Human organization
3. Edwin H caplan and stephen
Landekish
4. E.J Mccormick
5. R.M Blair
C.W Whitson
6. David Malster
7. Lucien Brohua
8. Alphonse chapanis

: Its Management and value

: Human Resources Accounting, past, present and future
: Human Engineering
: Elements of industrial Systems Engineering.
: Human Factors Theory and practice.
: Physiology in Industry.
: Research Techniques in Human Engineering

INTERNATIONAL HUMAN RESOURCE MANAGEMENT

Objectives
The three aims of this course are (1) to understand the nature of International HRM and appreciate how and
why International HRM has become so critical to competitiveness and to our society's well-being, (2) to
develop greater sensitivity and confidence in our own capacity to effectively impact the HRM process when
working across cultures, and (3) to foment a global mindset by experiencing, verbalizing, and writing
thoughtfully about different cultures and human resource issues impacting diverse environments while
maintaining a linkage for mutual benefit
Unit 1

Globalisation Drivers of Globalisation Multiculturalism- Cultural Presispositions- International Dimensions

of HRM Stages of Internationalization and approaches to HRM Issues in International HRM -Defining
International HRM- Difference Between Domestic and International HRM- Variables that moderate difference
between HRM and IHRM- Morgans Model of IHRM- Global Perspective
Unit 2
Approaches to staffing (Ethnocentric, Geocentric, Polycentric and Regiocentric) Role of Expatriates Types (
HCN, PCN and TCN), Merits and Demerits of PCN, HCN and TCN -,HR Planning- Recent Trends in Staffing
Unit 3
Recruitment, Selection, Training and Development: - Issues in staff selection- Facors moderating performanceSelection Criteria- Issue of Dual Career Couples and Female Expatriates- Role of expatriate trainingadjustment problems in new cultures developing managers for global careers- CCT, HCN, TCN Training
Process- Emerging Trends in Training for competitive Advantage Unit 4
Performance management and Compensation- Setting Performance goals-Identifying variables affecting
performance- Appraising the performance- Feedback Linking rewards and results- Issues in Managing
performance in the Global Context Objectives of international compensation- key components of international
compensation program- Approaches to international Compensation-Variance influencing Compensation Issues
in International compensation.

Unit 5
Repatriation Process-Challenges of re entry- Managing repatriation- Strategies for Succesful Repatriation.
Industrial Relation in International Context: Mature- Approaches Key players- Key issues in IR- IHRM trends
and Future Challenges
TEXT / REFERENCES
1.
2.
3.
4.

IHRM: Managing Peolple in a Multinational Context : Peter J Dowling and Denice E.Welch- Cengage
Learning.
IHRM: Text and Cases: Asawthappa K and Sadhana Dash: Tata Mc Graw Hill
HRM A critical text by John storey Routledge Publicaiton
IHRM A Cross Cultural Perspective by Terrence Jackson Sage Publication