Third Semester

Financial Management Specialization

20 MBA FM 321
Working Capital Management

Module 1 08 Hours
Overview of Working Capital Management- Concept of Working Capital - Determination of Working
Capital requirements - Determination of Level of Current Assets - Sources for Financing Working
Capital- Policies related to Current Assets Investment - Determining Financing mix - Role of Working
Capital in Public and Private Sector Enterprises - Working Capital Cycle - Optimum level of Working
Capital

Module 2 08 Hours
Cash Management- Meaning - Objectives of Cash Management - Nature of Cash - Motives of holding
cash - Cash Management planning aspects - Cash Budgets(Problems), Cash Management control aspects
-Concentration banking - Lock box system - Playing the float -Cash Management models - William
JBaumol Model- Miller-Orr Model(Problems using these models)

Module 3 08 Hours
Receivables Management-Meaning - Purpose - Cost of maintaining Receivables - Aspects of
Management of Receivables - Credit policy - Credit analysis - Control of receivables - Monitoring of
Receivables

Module 4 08 Hours
Inventory Management- Meaning of Inventory - Need/Purpose of holding inventory - Benefits of
holding inventory - Risk and cost of holding inventory - Management of Inventory - Objectives of
Inventory Management - Techniques of Inventory Management - Economic Order Quantity (EOQ) -
Determination of Stock levels - ABC analysis - Just in Time (JIT)

Module 5 07 Hours
Working Capital Finance, Regulations, Policies and Strategies - Sources: Short term sources - Bank
Finance, Trade Credit, Cash Credit, Commercial Papers - Working Capital Financing - Short term
financing - Spontaneous financing - Negotiated financing - Composition of Short term financing - Long
term financing: Equity, Debentures and Preference Capital, Long term loans.
Committee Reports: Nayak’s Committee on SSI, Daheija Committee, Tondon Committee, Chore
Committee Reports - Maximum Permissible Bank Finance methods, Recent amendments on Working
Capital financing
Reference Books:
1. Chandra, Prasanna, Financial Management, 9th Edition, TMH, New Delhi, 2013.
2. Khan M.Y., and P.K. Jain, Financial Management, 7th Edition, TMH, New Delhi,
2014.
3. Pandey, I.M., Financial Management, Vikas Publishing, 12thEdition,New Delhi, 2013.
4.Westerfield, Ross, and Jaffe, Corporate Finance, 9th Edition, TMH, New Delhi, 2011
5.Bhat, Sudhindra, Advanced Financial Management, Excel Books.
6.Vanhorne, James C,and John M Wachowicz, Jr, Fundamentals of Financial
Management , Pearson / PHI, ,8th Edition, New Delhi,2010.
7.Keown, Martin, and Petty Scott, Financial Management: Principles and Applications,
PHI, New Delhi, 2013.

20 MBAFM 322
Project Management and Finance

Module 1 08Hours

Capital Investment and Project Identification:

Types of Capital Investment, Phases of Capital Budgeting, Levels of Decision
Making - Objectives of Capital Budgeting, Resource Allocation, Key criteria for Allocation of Resources,
Common Weakness in Capital Budgeting.
Project Identification, Formulation and Strategy: Generation and Screening of Project Ideas.

Module 2 08Hours
Monitoring the Environment and Analysis:
Monitoring the Environment, Corporate Appraisal, Scouting for Project Ideas, Sources for PositiveNPV,
Qualities of Successful Entrepreneur.
Analysis: Market and Demand Analysis - Situational analysis, Collection of Secondary
information,Conduct of Market Survey, Characterization of Market ,Demand Forecasting.
Technical Analysis - Material Inputs and Utilities, Manufacturing Process and Technology, ProductMix,
Plant Capacity, Location and Site, Machinery and Equipment, Structure and Civil Works,
Project Charts and Layouts, Work Schedule, PEST Analysis.
Environmental Appraisal – Pollution Prevention, Environmental Regulation regarding Project,
SocialAppraisal, Social Cost Benefit Analysis, Rational for SCBA, UNIDO approach to SCBA.

Module 3 08Hours
Financial Analysis - Cost of Project, Means of Financing, Estimates of Sales and Production, Project
Cash Flow Statement, Projected Balance Sheet, Viewing a Project from different points of view.
Definition of CF by FI and Planning Commission, Biases in CF estimation.

Module 4 08 Hours
Selection, Types and Measures of Risk: Risk Estimation -Sensitivity Analysis, ScenarioAnalysis,
Decision Tree Analysis, Selection of Project, Risk analysis in Practice.
Special Decision Situations: Choice between Mutually Exclusive Projects of Unequal Life,
OptimalTiming Decision, Determination of Economic Life, Interrelationships between Investment
andFinancing Aspects, Inflation and Capital Budgeting.
Module 5 07 Hours

Financing and Implementation: Project Financing in India- Sources of Project Finance - Long Term
Funds – Foreign Currency Funds, Term Loan Procedures.
SEBI guidelines, Tax Implications in Project Finance, Tax incentives relating to setting up Projects.

Project Management - Forms of project organization, Project control, Human aspects, Prerequisite for
successful project implementation. Network techniques for Project Management, Development of Project
Network, Time estimation, Determination of Critical Path, PERT & CPM models, Network Cost System.

Recommended Books:
1. Prasanna Chandra - Project Planning: Analysis, Selection, Implementation and Review - TMH
Further Readings:
1. Sitangshu Khatua - Project Management and Appraisal - Oxford University Press.
2. Subhash Chandra Das - Project Management and Control
3. Nicholas - Project Management for Business and Technology: Principles and Practice - Pearson/PHI
4. Gray & Larson - Project Management: The Managerial Process – TMH

20 MBAFM 323
Investment Analysis and Management

Module 1 8 Hours
Introduction to Investment Management: Concepts of investment, investment objectives, Trading and
speculation, gambling, margin trading, short selling, investment risks, investment avenues, asset
classes, measurement of risk and return, historical return and expected return of a security and portfolio,
systematic and unsystematic risk, standard deviation and beta, risk return relationships, stock markets in
India, functions, trading and settlement, listing of securities, stock market Indices and its uses, rolling
return analysis of Sensex.

Module 2 08Hours
Analyzing and Managing Fixed Income Investments: Bond and fixed income securities, features, bond
fundamentals and terminologies , term structure of interest rates, types of bonds, valuation of bonds, bond
yields, bond pricing theorems, duration of bond and immunization of interest rate risk, bond portfolio
management.

Module 3 08 hours
Fundamental Analysis and Technical Security Analysis: Equity research, Economy, industry and
company analysis, Dow Theory, support and resistance, advance decline ratio, put call ratio, volume,
chart patterns, technical indicators, limitations of technical analysis and behavioral finance.

Module 4 8 Hours
Developments in Investment Theory: Modern portfolio theories, Markowitz portfolio selection model,
analysis of return and risk, efficient portfolio, portfolio asset allocation and diversification, capital
market line, security market line, capital asset pricing model, single index model, arbitrage pricing
model, efficient market hypothesis, random walk theory, stock market anomalies.
Module 5 7Hours
Investment Management Strategies and Performance Evaluation: Active Vs. Passive strategy,
Market timing, sector rotation, value and growth strategy, international diversification, Sharpe, Treynor
and , Jensen`s measure of portfolio performance evaluation.

Note: Type of Question Paper for SEE: Objective type Online)

Reference Books:
1. Reilley & Brown, Investment Analysis & Portfolio Management, 7th Edition, Thomson Learning,
2004.
2. Chandra, Prasanna, Investment Analysis and Portfolio Management, 3rd Edition, McGraw Hill
publication, 2008.
3. Strong, Robert A, Practical Investment Management, Third Edition, Thomson publication, 2004.
4. Bodie, Zvi, et.al, Investments, 8th Edition, Tata Mc Graw Hill Publication, New Delhi, 2009.

20MBAFM 324
Financial Services

Module 1 08 Hours
Merchant Banking - Nature and Scope - Types of Merchant Bankers - SEBI Guidelines for Merchant
Bankers - Issue Management - Pre & Post Issues activities

Module 2 08 Hours
Mutual Funds and Securitization - Structure of Mutual Funds - Types Mutual Funds - Advantages of
Mutual Funds - Mutual Funds Regulations - Mutual Fund in India
Securitization - Concept and meaning - Features - Players involved in Securitization and Process of
Securitization - Special Purpose Vehicle - Pass Through Certificate - Benefits of Securitization -
SARFAESI Act, 2002

Module 3 08 Hours
Credit Rating and Depository Services and Participants - Concept and meaning - Need and
importance of Credit rating - Types of Credit rating - Kinds of Instruments rated - Credit rating symbols -
Credit Rating advantages and disadvantages - Credit Rating Agencies in India - CRISIL, CARE, ICRA
and Fitch India - Process of Credit Rating and Methodology by Indian Credit Rating Agencies
Depositary Services and Depository Participants - Need - Role of Depositories and their Services -
Advantages of Depository System - Role of NSDL and CDSL - Demat Services

Module 4 08 Hours
Leasing and Hire Purchase - Types of leases - Problems on evaluation of leasing option vs. Borrowing
Module 5 07 Hours
Money Market and Instruments - Money Market and Capital market - Treasury Bills - Commercial
Bills - Commercial Paper - Certificate of Deposit - Repo/Reverse Repo - Call Money - Notice Money -
Term Money - Credit Card - Bill Discounting - Factoring - Forfeiting - Consumer Finance - Mortgage
and Reverse Mortgage Service
Venture Capital - Growth of Venture Capital in India - Need and Scope - Process and methods of
Financing - Angel Financing

Reference Books:
1. Vasanth Desai, Financial Markets & Financial Services, HPH, Mumbai
2. PunithavathyPandian, Financial Markets and Services, Vikas Publishing House, New Delhi
3. Gorden E &Natarajan, Financial Services, HPH, Mumbai
4. Machiraju, H.R., Merchant Banking Principles and Practice, New Age International.
5. Guruswamy, S.G., Financial Markets & Institutions, Thomson Learning.
6. Bhole L. M &Mahakud, Financial Institutions and Market, TMH, New Delhi
7. Khan, M.Y., Indian Financial System, TMH, New Delhi
8. Bhalla VK., Management of Financial Services, Anmol Publications Pvt. Ltd
9. Dr. Shanmugham R., Financial Services, Wiley India Pvt. Ltd

5
 Marketing Management Specialization

20MBAMM 311
Consumer Behaviour
Module 1: Introduction to Consumer Behavior 08 Hours
Introduction to Consumer Behavior- Importance of Consumer Behavior- Ethics of Marketing- The
Consumer Movement- Ethics and the Corporate Environment-Consumer Research

Module 2: Psychological factors and Consumer Behavior 08 Hours

a)The Consumer Motivation- Needs, Goals, Positive and Negative Motivation Rational Verses
Emotional Motives: The Dynamic Nature of Motivation: Arousal of Motives: Types and Systems of
Needs: The Measurement of Motives: Motivational Research
b) Personality and Consumer Behavior-Meaning and Nature of Personality- Theories of Personality-
Freudian Theory- Jungian Personality Types- Neo-Freudian Personality Theory- Trait Theory-Consumer
Innovativeness and Related Personality Traits- Consumer Ethnocentrism - Self and Self-Image.
c) Consumer Perception-Perception- Sensation- The Absolute Threshold- The Differential Threshold-
Subliminal Perception- Perceptual Process- Consumer Imagery- Product and Service
Images, Perceived Price, Perceived Quality, Retail Store Image Manufacturer’s Image, Brand Image -
Perceived Risk

Module 3: Consumer Learning and Attitude Development 08 Hours

a) Learning and Consumer Involvement-Learning Theories-Behavioral Learning Theories-Classical
Conditions, Instrumental Conditions- Cognitive Learning Theory-Information Processing-Involvement
Theory; Brand Loyalty-Development Brand Loyalty, Brand Equity
b) Attitudes and Consumer Behavior
Meaning and Nature of Consumer Attitudes- Models of Attitude formation- Attitude Change-Strategies -
Cognitive Dissonance Theory - Attribution Theory

Module 4: Consumer in their Social Settings 08 Hours

Group Dynamics- Types of Group Consumer- Relevant Groups- Reference Groups-What is a Reference
Group- Factors that Affect Reference Group Influence- The Family and its influence on buying
behavior
-Family Decision Making -Family Roles- Role of Husband-Wife-Children in Decision Making- Social
Class and Consumer behavior Culture and Subculture and their impact on buying behavior

Module 5: The Consumer Decision Making Process& CRM 07 Hours

a) Decision Making Process- Personal Influence and the Opinion Leadership Process-Opinion
Leadership- Dynamics of the Opinion Leadership Process- Diffusion of Innovations- The Diffusion
Process- The Adoption Process- Stages in The Adoption Process -The Innovation Decision Process-
Consumer Decision Making: - Levels of Consumer Decision Making,
b) Customer Relationship Management
Meaning, CRM cycle, Capture customer data and manage it. Identifying the best customers, data mining,
segmentation, Leverage customer information, Retaining loyal customers, improving customer service.

Reference Books:

6
 th
1. Leon Schiffman& Leslie L.Kanuk, Consumer Behavior 8 Edition, Prentice Hall of India
Publication, 2003.
th
2. Hawkins, Del, et.al, Consumer Behavior- Building Marketing Strategy 9 Edition, Tata Mcgraw
Hill Publishing Co.Ltd, 2005.
th
3. Miniard, Blackwell R. D., and James Engel, Consumer Behavior 9 Edition, Vikas Publishing
House.
4. Batra, Satsih and S.H.H.Kazmi, Consumer Behavior- Text and Cases, Excel Books.
5. David, Loudon L. and Albert Bitta, Consumer Behavior 4th Edition, Mcgraw Hill
International Edition-, Singapore, 1999

7
 20MBAMM 312
Integrated Marketing Communications and Media Management

Module 1 08 Hours
An Introduction to Integrated Marketing Communications-The Growth of Advertising and
Promotion- The Evolution of IMC--Reasons for the Growing Importance of IMC- IMC Involves
Audience Contacts-The IMC Planning Process-The Promotional Mix: The Tools for IMC- Advertising -
Purpose- Functions-Type-Need & Benefits- Direct Marketing- The Growth of Direct Marketing -
The Role of Direct Marketing in the IMC Program
Sales Promotion-The Scope and Role of Sales Promotion-Consumer-Oriented Sales Promotion
Techniques-Trade-Oriented Sales Promotion- Public Relations, Publicity, and Corporate Advertising-
Public Relations-The New Role of PR-Integrating PR into the Promotional Mix-Publicity-The Power of
Publicity-Corporate Advertising-Objectives and Types of Corporate Advertising

Module 2 08 Hours
Organizing for Advertising and Promotion: The Role of Ad Agencies -Participants in the Integrated
Marketing Communications Process -Organizing for Advertising and Promotion in the Firm: The Clients’
Role-In-House Agencies-The Ad Agency’s Role-Types of Ad Agencies-Other Types of Agencies and
Services-Agency Compensation -Gaining and Losing Clients-Specialized Services-Integrated Marketing
Communications Services-Pros and Cons of Integrated Services-Responsibility for IMC: Agency versus
Client
Communication Mix-Source, Message, and Channel Factors-Promotional Planning through the
Persuasion Matrix-Source Factors-Message Factors- Message Structure-Message Appeals-Channel
Factors-Personal versus Non-personal Channels-Effects of Alternative Mass Media-Effects of Context
and Environment-Clutter
Objectives and Budgeting for Integrated Marketing Communications
Programs-The Value of Objectives-Determining Promotional Objectives-Marketing versus
Communications Objectives-Sales versus Communications Objectives-DAGMAR:An Approach to
Setting Objectives -Establishing and Allocating the Promotional Budget

Module 3 08 Hours
Creative Planning- Creative Strategy: Planning and Development-The Importance of Creativity in
Advertising- Advertising Creativity -Planning Creative Strategy-The Creative Challengee-Taking
Creative Risks-Creative Personnel-The Creative Process -Account Planning- Inputs to the Creative
Process-Creative Strategy Development-Advertising Campaigns-Copy Platform-The Search for the
Major Selling Idea- Creative Strategy: Implementation and Evaluationn- Appeals and Execution
Styles- Advertising Appeals-Advertising Execution-Creative Tactics -Creative Tactics for Print
Advertisingg-Creative Tactics for Television-Client Evaluation and Approval of Creative Work-
Guidelines for Evaluating Creative Output

Module 4 08 Hours
Media Management: Strategy-Media Planning- An Overview of Media Planning-Some Basic Terms
and Concepts-The Media Plan-Problems in Media Planning-Developing the Media Plan-Market Analysis
and Target Market Identification-Establishing Media Objectives-Developing and Implementing Media
 Strategies-The Media Mix-Target Market Coverage-Geographic Coverage-Scheduling-Reach versus
Frequency-Creative Aspects and Mood-Flexibility-Budget Considerations-Evaluation and Follow-Up-
Characteristics of Media
Media Selection: Broadcast ("Electronic")-Evaluation of Broadcast Media- Television- Buying
Television Time-Selecting Time Periods and Programs- Measuring the TV Audience- Radio- Buying
Radio Time
Media Selection: Print- Evaluation of Print Media
The Role of Magazines and Newspapers-Magazines- Magazine Circulation and Readership-Purchasing
Magazine Advertising Space- Newspapers-Types of Newspaper Advertising- The Newspaper Audience-
Purchasing Newspaper Space-Newspaper Rates

Module 5 07 Hours
Media Selection: Supplemental Media- Support Media
The Scope of the Support Media Industry-Traditional Support Media-Outdoor Advertising- Alternative
Out-of-Home Media-In-Store Media-Miscellaneous Outdoor Media-Transit Advertising-Measurement in
Out-of-Home Media- Promotional Products Marketing -Measurement in Promotional Products
Marketing-Yellow Pages Advertising-Other Traditional Support Media-Advertising in Movie Theatres-
In-Flight Advertising-Non-traditional Support Media-Branded Entertainment-Miscellaneous Other Media
Measuring Advertising Effectiveness-Monitoring, Evaluating, Control-Effectiveness of Advertising
Methods Used for Evaluating

Reference Books:
2 Belch and Belch, Advertising and Promotions IMC Perspectives, 9th Edition, Tata Mc Graw Hill.
3 Kenneth, E Clow, Integrated Advertising Promotion & Marketing, PHI.
4 Chunawalla, Foundation of Advertising Theory and Practices, Himalaya Publications.
5 Guinn, O, and Allen Semenik, Advertising and Integrated Brand Promotions, Thomson.
6 Semenik, Richard J., Promotion & IMC, Thomson.
7 Batra, Rajeev, Advertising Management, PHI.

20MBAMM313
B2B Marketing
Module 1 08 Hours
Dimensions of Industrial Marketing: Industrial Marketing Vs. Consumer Marketing, Economics of
Industrial demand, The resellers market, Understanding Industrial Markets- types, classifying products,
The Industrial Marketing environment

Module 2 08 Hours
Organisational Buying and Buyer Behaviour- The Nature of the industrial buying- Inter personal
dynamics of industrial buying behavior

Module 3 08 Hours
Strategy formulation in Industrial Markets-The Strategic planning process in industrial marketing,
Assessing Market opportunities- Standard Industrial Classification of industrial products-Target
marketing and positioning- CRM in B2B
Formulating Product Planning- Developing Product Strategy- Service Strategy:

Module 4 08 Hours
 Formulating Channel Strategy- Industrial distributors- Channel logistics - Type of channel partners

Pricing Strategies-Price determinants- Customer, Competition and Costs-Price decision analysis

Module 5 07 Hours
The Promotional Strategies- Advertising Policies and budgetary support-Evaluation of advertising
Planning, Organising, Staffing and Controlling of Sales Function -Managing industrial sales force
Planning for sales force development- Personal selling- E-Commerce strategies

Reference Books:
6. Robert R. Reeder & Reeder Industrial Marketing,– PHI Edition, New Delhi 2nd Edition 2004
7. Michael D. Hutt, Thomas W. Spch , Business Marketing Management, - Thomson 8/e, 2004
8. Mathur U.C., Business to Business Marketing, New Age International Publisher, Delhi, 2008
9. Prof. P.K.Ghosh Industrial Marketing, Oxford 1st Edition 2006

20 MBAMM 314
Sales and Negotiations Management

Part - A: Sales Management

Module 1 08 Hours
Introduction to Sales Management- Meaning- Evaluation- Importance- Personal Selling- Emerging
Trends in Sales Management- Elementary Study of Sales Organizations- Qualities and Responsibilities of
Sales Manager- Types of Sales Organizations
Selling Skills & Selling Strategies- Selling and Business Styles- Selling Skills- Situations- Selling
Process- Sales Presentation- Handling Customer Objections- Follow-Up-Action

Module 2 08 Hours
Management of Sales Territory & Sales Quota- Sales Territory- Meaning- Size-Designing- Sales
Quota- Procedure for Sales Quota- Types of Sales Quota- Methods of Setting Sales Quota-

Module 3 08 Hours
Sales force Recruitment, Motivation and Compensation- Recruitment and Selection of Sales Force-
Training of Sales Force Nature of Motivation- Importance, Process and Factors in the Motivation-
Compensation- Meaning- Types- Compensation Plans and Evaluation of Sales Force by Performance and
Appraisal Process
Part – B: Negotiation Management
Module 4 08Hours
Introduction to negotiation – elements and multiparty negotiation, myths and facts
Negotiation process – stages: preparation, opening session, bargaining, settlement, distributive bargaining
– opening offers norms and counter offers; integrative bargaining – categorization method, internet-based
bargaining

Module 5 07 Hours
Gaining leverage through power and persuasion, key strategy elements – time, information and power,
Ethics, fairness and trust in negotiation. The influence of culture and gender in negotiation, closing the
deal – cognitive, emotional and process issues - bargaining trap – building a relationship
Prescribed text

2. William E Cron, Thomas E. Decarlo, Sales Management, Wiley, 10/e

3. Michaell, R. Carell., & Heavrin, Christina. Negotiation essentials. Pearson.

Reference Books
4. Gupta,S.L., Sales & Retail Management: An Indian Perspective, Excel Books 2007, 1/e
5. David Jobber, Geoff Lancaster, Selling and Sales Management, Prentice Hall.
 Human Resource Management Specialization

20MBAHR 331
Organisational Design

Module 1 09 Hours

Organizational Reality

Interpreting Organizational Reality-Images of Organization-Value Creation by Organization-

Organization Theories- Changing Face of Organization Theories.

Module 2 08 Hours

Organizational Effectiveness

Significance of Organizational Effectiveness-Different Approaches to Organizational Effectiveness-

Measuring Effectiveness-Building Effective Entrepreneurial Organisation.

Module 3 07 Hours

Organizational Structure, Design and Strategy

Types of Organizational Structure-Determinants of Organizational Design-Components of Organizational

Design-Complexity, Formalization and Centralization-Changing Environmental and Technological
Impact on Organizations-Strategies for Managing-Changing Environment and Technology-Strategy-
Structure Link-Organizational Decision Making-Strategy Formulation and Strategy Implementation-
Building Shared Destiny Relationships in Organizations.

Module 4 07 Hours

Organizational Power, Conflict, and Politics

Significance of Power and Politics in Organizations- Structural Determinants of Organizational Power-

Imbalances of Power-Sources of Organizational Conflicts-Managing Organizational Conflicts-
Implications for Future Organization Leaders.

Module 5 08 hours
Transforming Organisations

Change Vs Transformation, Organizational Culture – Essence of Organizational Culture,

Organizational Culture and Success-Organizations as Learning Systems-Organization As University-
Continuing Learning-Redesigning Work-Democratizing Information-Senior Managers As Faculty-A
New Manifesto for Organization Leadership

References

1. Stephen P. Robbins and Mary Mathew. (2018), Organization Theory, Structure, Design,
and Applications, Pearson.
2. Gareth R. Jones and Mary Mathew (2018), Organizational Theory, Design, and Change, Pearson.

3. Madukar Shukla (2019), Understanding Organizations-Organizational Theory and Practice in India,

PHI Learning Private Limited, New Delhi.

4. Sumantra Ghoshal, Gita Piramal and Christopher A. Bartlett (2000), Managing Radical
What Companies Change Must Do To Become Wold-Class, Penguin Books (NZ) Ltd.
 20MBAHR 332
Interpersonal and Group Processes

Module 1 08 Hours
Groups and Learning- definition of groups - Reasons for forming groups - stages of group
development - characteristics of groups - External conditions imposed on group - organizations and
group as a medium of learning

Module 2 08 Hours
Organization development and Change- Managing change - Forces of Change in Organization -
Organization development - Organization development Interventions or Techniques
Group Cohesiveness and Influence Processes- Cohesiveness - consequences of group cohesiveness -
groupthink- groups to accomplish objectives.

Module 3 08 Hours
Interpersonal Communication- Definition of communication - the communication process -
Informal communication - barriers to effective communication - keys to effective supervisory
communication

Interpersonal Awareness trust and feedback process- Functions of interpersonal communication -

development of interpersonal relationship - Managing Interpersonal trust and distrust.
Module 4 08 Hours
Group decision makes- Meaning of decision-making - The decision Making Process - Organizational
models of decision-making behavior - decision making techniques - Group decision making.

Group Synergy and Team Building- Understanding work teams - application of teamwork - Types
of Teams - Reasons for using teams

Module 5 07 Hours
Organization Power and Politics - The concept of power - structural sources of power - uncertainty
reduction – substitutability and centrality - Managing the boss - consequences of using power -
Political behavior in organizations

Note: Type of Question Paper for SEE: Objective Type (Online)

Reference books:
1. Bernard M Bass and Edward C Ryterband “Organizational Psychology” Allyn and
Bacon Boston.
2. Organizational Behaviour- Human Behaviour at work- by John. W. Newstrom and
Keith Davis Tata Mcgraw Hill, II/e, 2003
3. Marvin E. Shaw “Group Dynamics: The Psychology of Small Group Behaviour” McGraw
Hill New York.
4. Hersey Paul & Kenneth Blanchard - Management of Organizational Behaviour- Pearson
Education / PHI
5. Theories of Personality- Calvin S Hall Et Al, Wiley Publication
6. Training in Interpersonal Skills-tips for managing People at work, Stephen Robbins,
Et al, Pearson.
 7. Gary Yukl - Leadership in Organizations, 5/e- Pearson Education

20MBAHR 333
Compensation Management

Module 1 8 Hours
Compensation Management: Compensation management process; basis of compensation
management; Factors influence compensation in an organization, Financial and non -financial
compensation; compensation philosophies; Theories of Wages - Wage Structure, Wage Fixation,
Wage Payment, Salary Administration, computer applications and automation in salary and wage
administration. Recent developments in compensation management. Innovations in the area of
compensation management in Indian and MNCs operating in India. Emerging philosophies and
practices around the world.

Module 2 08 Hours
Employee benefits and total remuneration; Designing a base pay structure, Job analysis as a basis
for compensation determination Strategic and tactical compensation; Pay structure architecture;
Interlocking multiple pay structures;Employee Benefits; BenefitsNeed Analysis, FundingBenefits,
Benchmarking Benefit Schemes, Employee Benefit Programmes, Security Benefits.The Wage Curve –
Pay Grades – Salary Matrix – Compensation as a Retention Strategy.

Module 3 07 Hours
The Budget Process:Pay relationships as a fairness issue; methods of surveying market pay and
compensation practices. Budget process and inter relativity with organisation performance.

Module 4 08Hours
The expanding or fan-type pay structure: An optional approach; pay sectors and levels of
education, experience and training; Market pricing approach; Executive Compensation – Incentive
Plans – Team Compensation –premiums and differentials as incentives; Gain Sharing Incentive Plan –
Enterprise Incentive Plan – Profit Sharing Plan- ESOPs – Compensation Management in Multi-
National organisations.
Employee benefits, benefits need analysisassessing job values and relativities; pay structures; paying
for performance& skills; competence assessment;

Module 5 08 Hours
Legal Aspects in Compensation Management: Objectives, structure, and provisions of legislations
on wages and bonus i.e. the minimum wages act, 1948, the payment of wages act, 1936, The payment
of bonus act, 1965, etc.; determination of wages, Dearness Allowance and other monetary benefits,
role of IR and Labour Union in wage determination in an organisations, Industrial tribunals;
antidiscrimination in employment , legislations to support; case law; recent trends and working of
these laws; Wage Boards and Pay Commissions, Creating a Work Life Setting – Designing Benefit
Packages.

Suggested Readings:
1. Compensation Management in a Knowledge – Based World, Henderson ‐ Pearson
2. Understanding Wage and Compensation System, A.M. Sharma, HPH
3. Compensation and Reward Management, B.D. Singh ‐ EB
4, Compensation Management in a Knowledge Based world – Prentice Hall India, New Delhi

20MBAHR 334
Industrial Legislations
Module 1 07 Hours

Indian Industrial Relations – An overview – A general survey - need - objectives and principle of legal
environment.Importance and objectives of Industrial Relations - Main approaches to IR.

Labour and Indian constitution - Special features of Indian Industrial Relations - Policies and practices
in India - Code of Discipline and historical initiatives for harmonious IR - Government policies
relating to labour in 5 year plans - Legal Enactments - ILO and its influence on Legal Enactments in
India

Collective Bargaining and Trade Union in India: Definition - Essential conditions for the success of
collective bargaining - Functions of collective bargaining - Collective bargaining process -
Prerequisites for collective bargaining - Trends and conclusions - Techniques of negotiation. Trade
Unions: Meaning - Historical perspective of trade union movement in India - Functions of trade
unions
- Objectives of important trade unions - Union structure - Problems of trade unions - Measures to
strengthen trade union movement in India - Rights and responsibilities - Future trends of trade union
movement in India

Module 2 08 Hours

Grievance procedure and Discipline management - Grievance - Meaning and forms - Approaches to
grievance machinery - Grievance procedures - Model grievance procedure. Discipline – Judicial
approach to discipline - Domestic enquiries - Disciplinary procedures - approaches to manage
discipline in Industry-Industrial Conflicts - Nature of conflicts and its manifestations - Causes and
types of Industrial conflicts - Prevention of Industrial conflicts - Settlement of Industrial conflicts-
Employer’s federations and their role in IR

Factories Act’ 1948

Shops and commercial Establishments Act

Module 3 08 Hours

1. Payment of Gratuity Act’ 1972

2. Payment of Wages Act
3. Maternity Benefit Act’ 1961
4. Employee’s provident Fund and Miscellaneous Provisions Act’ 1952

Module 4 08 Hours

1. Trade Union Act

2. Industrial Disputes Act
3. Workmen’s Compensation Act
 4. Employee’s State Insurance (E.S.I) Act

Module 5 08 Hours

1. Payment of Bonus Act’ 1965

2. Contract Labour (Regulation & Abolition) Act’ 1970
3. Industrial Employment standing order’s Act’ 1946
4. Minimum wages Act’ 1948
5. The Sexual Harassment of Women at Workplace (Prevention, Prohibition and Redressal) Act,
2013.

Reference Books:

1. Mamoria & Mamoria – ‘Dynamics of Industrial Relations’, Himalaya Publishing house,

Mumbai.
2. Arun Monappa – Industrial Relations, Tata McGraw Hill Publishing Company Ltd.
3. P R N Sinha et al Industrial Relations, Trade Unions & Labour Legislation, Pearson Education
4. Dr.M V Pylee and A Simon George – Industrial Relations and Personnel Management, Vikas
Publishing House Pvt. Ltd.
5. R S Davar – Personnel Management and Industrial Relations, Vikas Publishing House,
Mumbai
6. Myers, A Charles and Karnnappan S – Industrial Relations in India, Asia Publication House,
Mumbai.
7. Dale Yoder and Paul D, Standohar – Personnel Management and Industrial Relations, Prentice
Hall of India, EEE/Pearson Education
8. Allan Cowling and Philip James – The Essence of Personnel Management and Industrial
Relations, Prentice Hall of India, EEE/Pearson Education
 Banking Specialization

20MBABF 341
Principles of Banking
Module 1 8 Hours
Money-definition & evolution.Banking - Evolution, financial intermediation, definition of banking -
business of trust and fiduciary responsibility.Ethics in Banking-Need and importance.Spread of
banking, branch penetration, social banking.Overview of banking-central bank and types of banks,
universal and differentiated banks, commercial banks - traditional services. Types of customers,
Banker-Customer Legal relationship, Rights and obligations of the Banker & Customer

Module 2 08 Hours
Regulations of RBI - KYC/AML, customer education and financial inclusion, RBI Guidelines on
KYC/AML regulations. CKYC & EKYC.Preventive Vigilance.Banking services and products -
Liability Products.Filling up of multiple account opening forms & other forms (BFS).Overview of
Asset products.
Module 3 08 Hours
Funds transfer & the need for funds transfer. Movement of funds through banking and non-baking
channels. Methods of funds transfer, security measures, concept of float funds. Instruments for funds
transfer-cheques, demand drafts, pay orders or bankers’ cheques. procedure for encashment of draft,
payment orders/bankers’ cheques, validity of instruments, loss DD, cancellation of DDs, revalidation,
issue of duplicates. Electronic funds transfer such as RTGS, NEFT, SWIFT, mobile banking, internet
banking

Module 4 08 Hours
Clearing – MICR/Non MICR, Cheque truncation, Collection of cheques and bills. National
Automated Clearing House (NACH). Payment & settlement Act-2007.SIPS – rules 2008, 2 factor
authentication, 3 factor authentication OTP, CVV, elaborate).Cash handling procedure at
branches/currency chests.
Clean note policy, dealing with counterfeit currencies, movement of cash from and to currency
chest etc. CRR, cash retention liit, Note refund rules.

Module 5 07 Hours
Allied Banking Services.Collection of taxes and utility Bills, Safe Custody and Safe Deposit Lockers
& Stamp vending.Distribution of 3rd Party products- Mutual Fund and insurance products.Role of
Commercial banks in IPO/FPO for equity.Role of bankers in private placement of debt or equity.Para
Banking products-PPF, NPS, Pension payments & Senior Citizen Savings Scheme.Depository and De-
mat services.

Reference Books:
rd
1. Principles &Practice of Baking, 3 Edition, IIBF, Macmillan Publishers India Pvt Ltd
2. Basics of Banking (Know Your Banking - I), IIBF, Taxmann Publications (P) Ltd
3. Banking An Introduction, IIBF, Taxmann Publications (P) Ltd
4. Banking Products and services, IIBF, Taxmann Publications (P) Ltd
rd
5. Anti-Money Laundering & Know Your Customer, 3 Edition, IIBF, Macmillan Publishers
India Pvt Ltd
6. Workbook on Principles and Practices of Banking; Accounting and finance for bankers;
Legal and Regulatory Aspects of Banking , 2009, IIBF, Taxmann Publications (P) Ltd

20MBABF 342
Branch Management & Operational Risk Management

Module 1 08 hours
Introduction to Management - Concept, Nature, Importance.Levels of Management. Business Ethics
– what, how and why? Governance & Social Responsibility. Functions of Management - Planning,
Organizing, Staffing, Directing, coordinating and controlling. Organizational structure of the Bank
and role of branch banking.Highlights of the business performance of the Bank (QOQ).Business
budgeting.Preparing for senior officers’ visits, performance review meetings, replying visit reports
and presenting branch requirements, proposals for such requests.Data Management and Data
Analytics.

Module 2 08 hours
Official Language Policy (OLP), maintenance of OLP records. Branch location, Selection of Premises
- owned and leased, Lease deed execution, payment of rents, payment of other expenses like utilities,
coloring and whitewashing, display boards, cleaning and upkeep of branch premises. Security aspects
at branch level-Internal security- Keys management, Gun licenses, Liaison with police and civil
authorities.Compliance to Shops and Establishment Act, Labor acts and other applicable local
laws/rules.

Module 3 08 hours
Exercise of Financial and Miscellaneous Powers, competent authority for sanction of various expenses
for branch requirements, submission of proposals and monitoring of these aspects. Records
maintenance, space management, segregation and destruction of old records, Record of Furniture
&Fittings - Depreciation, Maintenance and management of computer systems, AMCs, insurance of
assets. Customer amenities, Customer committee meetings & Organizing Customer meets.

Module 4 08 hours
Analysis of Branch’s GL and PL accounts, Profitability concept,Transfer pricing, Monitoring of Non
customer accounts in CBS. Scrutiny of Post EOD reports, monitoring of critical & dormant
accounts.Branch Inspection and Audit - Preparing for and attending various types of audits, Annual
inspection reports, Statutory, Revenue, Concurrent Audits, special investigations, reply and closure of
these reports.
Module 5 07 hours
People management in Branches
Performance Appraisal forms (PAFs), Service Regulations, Code of Conduct - specific to the Bank,
team Management, conflict resolution, allotment and rotation of duties specific to the Bank. Career
Management - Skill Development, Vertical & Horizontal movements, assuming ownership &
responsibility, Specialization - Planning for career advancement/progression for self & team
members.
Team dynamics
For better interpersonal relationship with superiors, subordinates and peers.Employee ownership and
commitment-passion at work place, career effectiveness and intrinsic motivation.Workplace skills.
Stress Management. Conflict Management. Operational Risk Management, Frauds - Areas,
Monitoring, Prevention and Management, Preventive Vigilance

Reference Books:
1. General Bank Management, IIBF, Macmillan Publishers India Pvt. Ltd
rd
2. Accounting &Finance for Managers, 3 Edition, IIBF, Macmillan Publishers India Pvt. Ltd
3. Bank Financial Management, IIBF, Macmillan Publishers India Pvt. Ltd
 20MBABF 343
Insurance Practices and Products

Module 1 08 Hours
Introduction to Insurance – Costs and Benefits of Insurance - Elements of Insurance Risk - Nature and
Structure - Insurance Industry - Players in Life and Non Life- Insurance –Insurance Sector Reforms-
Growth and Development of The Indian Insurance Industry

Overview of Risk – Classification of Risk – Risk and Insurance – Risk Evaluation – Risk Management
Process – Selection and Implementation of Risk Management Techniques Using Insurance – Insurance
documents – Insurance forms – Proposal forms – Cover notes – Certificate of Insurance – Policy
forms – Endorsements – Other documents

Module 2 08 Hours
Legal Aspects of Insurance - Insurance Act, 1938 - Indian Contract Act,1872 - Consumer Protection
Act, 1986 – Insurance Ombudsman – Contract of Agency – Special Principles of Insurance Contract
Including Re-Insurance & Double Insurance- IRDA – Roles – Responsibilities – Constitution of IRDA
– Objectives – Duties & Powers – Role – Other Functional aspects.

Module 3 06 Hours Actuarial Principles - Survival Distributions and Life Tables – Rate Making
Principles and Data
Required-Underwriting and Pricing – Objectives and Principles Behind Underwriting – Underwriting
Life and Non Life Insurance Business - Pricing and Rating Procedure – Basic Pricing Methods-Re-
Insurance – Role of Re-Insurance - Nature of Re-Insurance Risk-Bancassurance- Concepts – Critical
Issues – Functional aspects – Indian Scenario-Future Prospects –Insurance Accounting – Financial
Analysis and Valuations-Solvency and Performance Measures.

Module 4 08 Hours
Life Products: Elements of Life Insurance – Features of Term Insurance –Features of Endowment
assurance – Role of Term and Endowment in Product Designing– Types of Life Insurance Policies –
Annuity & Pension Policies – Whole Life Policies –Money Back Policies – Other Types.

Health Insurance Individual Medical Expense Insurance – Long Term Care coverage – Disability
Income Insurance – Mediclaim Policy – Group Mediclaim Policy –Personal Accident Policy – Child
Welfare Policy

Module 5 07 Hours
Rural Insurance & Social Insurance- Various Rural Insurance Policies – Project Insurance – Social
Insurance – Old Age, Survivors and Disability Insurance – Types of Benefits –

Unemployment Insurance – Workers Compensation- Motor Vehicles Insurance: Need – Types –

Factors to Be Considered for Premium Fixing
Miscellaneous Products- Burglary – Jeweller’s Block Insurance – Baggage Insurance – Micro
Insurance -Banker’s Indemnity Insurance – Aviation Insurance – Fidelity Guarantee Insurance –Public
Liability Insurance

Reference Books:
th
1. Rejda George E, (2008), Principles of Risk Management and Insurance, 9 edition, Pearson
Education, New Delhi
2. Gupta P. K., (2005) Insurance and Risk Management, Himalaya Publishing House, New Delhi
3. Periswamy P., (2005), Principles and Practices of Insurance, Himalaya Publishing House,
New Delhi
nd
4. Harrington and Meshaces, (2006), Risk Management and Insurance, 2 edition, Tata Mc
Graw Hill Publishing Company Limited, New Delhi
5. Ganguly Anand, (2004), Insurance Management, New Age International (P) Ltd., New Delhi
6. Palande P. S., Shah et al., (2003), Insurance in India: Changing Policies and
Emerging opportunities, Sage Publications, New Delhi
7. ICFAI, Bancassurance: An Introduction – ICFAI University Press
8. Indian Institute of Banking and Finance, Insurance Products and Services, IIBF and Taxman

20MBABF 344
Retail Lending
Module 1 08 hours
Retail Banking-Definition, concepts, advantage/disadvantages, opportunities &
challenges. Strategies for increasing retail banking business – Product innovation, quality service and
quickness in delivery, new delivery channels, tapping unexploited potential, cross selling, business
process outsourcing, Tie-up arrangements.

Module 2 08 hours
Special features of Retail Credit - volume driven, credit assessment capability, documentation, and
processing capability, regular and constant follow – up, skilled human resource, technological support.

Module 3 08 hours
Issues in Retail Credit - knowing the customer, technological issues, organizational set – up, product
innovation, pricing of products, processing charges, rural orientation, customer service. Importance of
rating the borrower in retail credit, reading of CIBIL reports.

Module 4 08 hours
Issues in Retail Credit - knowing the customer, technological issues, organizational set – up, product
innovation, pricing of products, processing charges, rural orientation, customer service. Importance of
rating the borrower in retail credit, reading of CIBIL reports.Personal Loans-Concepts, features and
key aspects.Vehicle Loans-Concepts, features and key aspects.
Module 5 07 hours
Home Loans-Concepts, features and key aspects.Home improvement Loans.Interest Subsidy Scheme
for Housing for the urban poor.CERSAI-objectives and features/Creation of change with
CERSAI.Loan against Future Rent Receivables.Mortgage Loans.Education Loans-Concepts, features
and key aspects. MSME Loans-Concepts, features and key aspects

Reference Books:
1. Retail Banking, IIBF, Macmillan Publishers India Pvt Ltd
2. Retail Assets Product & Other Related Services, IIBF, Macmillan Publishers India Pvt Ltd
3. Retail Liability Product & Other Related Services, IIBF, Macmillan Publishers India Pvt Ltd
 Information Technology Specialization

20MBAIT 351
Information Security Management

Module 1 08 hours

Introduction to the Management of Information Security: Introduction to Security, Key Concepts

of Information Security: Threats and Attacks, Principles of Information Security Management.
Governance and Strategic Planning for Security: The Role of Planning, Strategic Planning.

Module 2 08 hours

Developing the Security Program: Organizing for Security, Placing Information Security Within an
Organization, Components of the Security Program, Implementing Security Education, Training, and
Awareness, Project Management in Information Security. Risk Management: Assessing Risk:
Introduction to the Management of Risk in Information Security, The Risk Management Process

Module 3 08 hours
Risk Management (Treating Risk):Introduction to Risk Treatment, Managing Risk, Alternative Risk
Management Methodologies. Security Management Practices: Introduction to Security Practices,
Security Employment Practices, Information Security Performance Measurement.

Module 4 08 hours

Planning for Contingencies: Introduction to Contingency Planning, Incident Response, Disaster

Recovery, Business Continuity, Crisis Management, Business Resumption.

Module 5 07 hours

Security Maintenance: Introduction to Security Maintenance, Security Management Maintenance

Models. Protection Mechanisms: Introduction to Protection Mechanisms, Managing Network Security:
Firewalls, Intrusion Detection and Prevention Systems, Wireless Networking Protection.
Required Texts:
Michael E. Whitman Herbert J. Mofford, Management of Information Security, 6th Edition, 2018.
Supplementary Texts:
1. Heru Susanto, Mohammad Nabil Almunawar, Information Security Management System, CRC
Press.
2. Tony Campbell, Practical Information Security Management, Apress.
3. Bel G. Raggad, Information Security Management Concepts and Practice, CRC Press.
 20MBAIT 352
Business Analysis

Module 1 07 hours

Enterprise Applications Overview: Business Problems, Patterns and Solutions- Self-Service,

Information Aggregation, Collaboration, Extended Enterprise, Evolution of Application Software-
Introduction to Architectural evolution of software applications, Introduction to business need driven
evolution of software applications, Application dissected- Introduction to Business Architecture,
Logical Architecture, Application architecture, Data architecture, Infrastructure architecture

Module 2 08 hours

Requirement Engineering: Introduction to Requirements Engineering, Software Requirements

Definitions, Risks from Inadequate Requirements Processes, Characteristics of Good Requirements,
Business versus Application-centric thinking, Limitations of conventional methods, Components of
Software Requirements, Requirements – Development and Management

Module 3 08 hours

Requirements Management and Communication: Stakeholder analysis and management

identification of stakeholders, determine their interests and influence, typical stakeholders in a project,
advantages of stakeholder management and techniques for managing them, Requirements work
division strategy, Knowledge Management during Requirements Management and KM practices,
Requirements Risks = risk identification, categorization, prioritization, response and monitoring,
Manage Scope of Requirements, scope definition, base lining and scope change management,
Requirements Communication Plan, Requirements Package- to identify the appropriate requirements
specification formats and contents of a typical SRS, Requirements Validation, Managing
Requirements Changes

Module 4 08 hours

Requirements Engineering - Elicitation, Analysis and Modeling: Introduction to Requirements-

Definition, Risks and Characteristics Components of Software Requirements, Requirements
Elicitation (RE) - Introduction Issues in RE Elicitation Techniques Preparation, Modeling Business
Process Requirements Analysis Structured Systems Analysis and Design (SSAD), Process Modeling,
Data Modeling Object Oriented Analysis and Design (OOAD), Introduction to UML, Use Case
Diagrams, Activity Diagrams, Class Diagrams, Sequence Diagrams
Module 5 08 hours

Introduction to Process Analysis: The static analysis methodology- issue elicitation, issue
analysis and recommendation formulation, (As-Is) process, To-Be process A systematic methodology
of performing Dynamic Analysis- analyze business process models and optimize through the use of
simulation, process change impact on organization, customers and partners, the limitations of Dynamic
Analysis, To apply the methodology for performing dynamic analysis of a business process- business
process in response to variations of inputs to the process

Required Texts:
1. Robertson & Robertson “Mastering the Requirement Process” Addison Wesley
2. Karl E. Wiegers, “Software Requirements”, Microsoft Press
3. Aligning IT Solutions with Business Processes - A Methodological Approach -
Venky Shankararaman, Pearson
4. Roger Pressman, “Software Engineering - A Practical Approach”, McGraw Hill
5. Ralph R. Young - “Project Requirements - A guide to best practices”, Management concepts

Operations Management [Specialization]

20MBAOM 361
Logistics and Supply Chain Management

Module 1: Introduction to supply chain 7 Hours

Basic concepts & philosophy of SCM, essential features, decision phases – process view, supply chain framework, key
issues in SCM and benefits, Supply chain Drivers and Metrics
Module 2: Introduction to Logistics 8 Hours
Logistics: A System Concept, Objectives of Logistics Management, Customer Value chain, Logistics
Function, Logistics for Business Excellence, Customer service phase in logistics., Supply Chain
management process, role of Logistics in Supply chain, Mapping the Supply chain, E Business and
Supply chain.
Module 3: Designing the Supply chain Network 8 Hours
Designing the supply chain network: Designing the distribution network, role of distribution, factors
influencing distribution, design options, distribution networks in practice, network designing the
supply chain, factors affecting the network design decisions. Designing and Planning Transportation
Networks, role of transportation, modes and their performance, transportation Infrastructure and
policies, design options and their trade-offs, tailored transportation.
Module 4: Sourcing and Logistics design for distribution channels 8 Hours
Role of Sourcing, Supplier scoring and Assessment, Supplier selection and Contracts, Sourcing
Decisions, Distribution channel structure,: Common Channel structure., Channel members- channel
strategy- Logistics support to Distribution channel, International Shipping- characteristics and
structure, containerization, international conventions and Indian Law, Maritime frauds and Unethical
practices.
Module 5: Warehousing 8 Hours
Warehousing- A Logistical Challenge, Functions of Warehousing, Warehouse options, Warehouse
Site Selection, Warehouse options, Warehouse Site Selection,, Warehousing in India, Warehouse
Decision Model.

Learning Resources
1. Chopra Sunil & Peter Meindl, Supply Chain Management, Pearson Education, 4th Ed., 2010.
2. John T Menzer, Supply Chain Management, Response Books ,Sage Publishers, 2001.
3. John J. Coyle, Edward J. Bardi and C. John Langley Jr. “The Management of Business
Logistic. A Supply Chain Perspective” Thomson Asia, 7th Edition.
4. Vinod V. Sople, Logistics Management – The supply chain imperative, Pearson Education,
New Delhi, 2009.

20MBAOM 362
Project Management [PMP]
Module 1: Modern Project Management; What is a project?- The project lifecycle, The Project
Manager, Being part of a project team; Current Drivers of Project Management; Project Governance-
Alignment of Projects with Organizational Strategy; Project Management today: A Socio Technical
Approach. Organization Strategy and Project Selection: The Strategic Management Process: An
overview, the need for a Project Portfolio Management System, A Portfolio Management System,
Selection Criteria, Applying a selection model, managing the portfolio system. 8 hours

Module 2: Organization: Structure and Culture; Project Management Structures, Organizational

Culture, Implications of Organizational Culture or Organizing Projects: Defining the Project (All five
Steps), Responsibility Matrices, Stakeholder mapping, Project Communication Plan: Estimating
Project Times and Cost- Estimating Guidelines or times cost and Resources, Top-Down vs Bottom-up
Estimating, Methods for estimating Project times and Costs. 7 hours

Module 3: Developing a project Plan: Development of network diagram, network analysis,

Critical path, Concept of Lags in a network, Risk Management Process, Contingency Planning,
PERT Simulation; Scheduling Resources and Costs- Types of Resource Constraints, Resource
Allocation Methods, Computer Demonstration of Resource- Constrained Scheduling, Multi project
Resource Schedules, Reducing Project Duration- Project Cost –Duration Graph, Project Crashing.
8 hours
Module 4: Effective Project Manager: Managing Project Stakeholders, Influence as Exchange,
Social Networking Teams, Qualities of an effective project manager; Managing Project teams-
The five stage team development model, Building High Performance project teams, Managing
project teams virtually, Project team pitfalls. 8 hours
Module 5: Progress and Performance Measurement and Evaluation, Developing a Status report,
Indices to monitor progress, Project Closure- Types of project closure, wrap up closure activities,
Post implementation evaluation, Retrospectives, International Projects- Cross cultural considerations,
Project Site selection. 8 hours
PRESCRIBED TEXT BOOK(s)
1. Gray, C. F., Larson, E. W., and Desai, G.V., (2014) ‘Project Management – The managerial
process’, Sixth Edition, McGraw Hill, New Delhi.

OTHER READINGS AND REFERENCES

a. Mantel, S. J., Meredith, J. R., Shafer, S. M., Sutton, M. M., and Gopalan, M. R., (2014) ‘Project
Management – Core text book’, Second Indian Edition, Wiley India, New Delhi.

Entrepreneurship and Managing Startups[Specialisation]

20MBAED 371
New Venture Creation

Module 1: The Entrepreneurial Mind for an Entrepreneurial Society 09 Hours

Overview of Entrepreneurship - Entrepreneurial Mindset and Personality - Models of

entrepreneurship- Society Economics and Entrepreneurship- Models of
entrepreneurship

Module 2: The Opportunity 09 Hours

Entrepreneurial Innovation Types and Operations- Opportunity Recognition- Idea Pitches -Initial
Vetting: Interviews and Research- Unit Economics

Module 3: The Founder and Team 07 Hours

Identifying the Co-founding Team-Developing the Management Team- Legal Forms of Business

Module 4: Financing Entrepreneurial Ventures 07 Hours

Sources of capital- Importance – Stages of raising capital -

Module 5: Startup and Beyond 07 Hours

Formulation of Entrepreneurial plan- Challenges of New Venture Startups- Critical Factors of New
venture Development, The final harvest of new venture, supporting system for Entrepreneurship
Recommended Books:

Entrepreneurship – Robert D Hisrich, Michael Peters - McGrawHill Publication

Entrepreneurship –D.F Kuratko , T.V Rao – Cengage

20MBAED 372
Family Business Management

Module 1: The Family Business 08 Hours

The Nature, Importance, and Uniqueness of Family Business- Great Families in Business: Building
Trust and Commitment- Ownership of an Enterprise Built To Last

Module 2: Leadership imperative for the family and Business: Succession and Continuity

Succession: Continuing Entrepreneurship and the Next Generation- Succession and The Transfer of
Power. 08 hours

Module 3: Best Practices for the Management and Governance of the family business

08 Hours

Creating the Strategy- Creating the Strategy/Business - Financial Considerations and Valuation of
The Family Business. Key Nonfamily Management: The Visible Commitment to Managing The
Family Business Professionally- Key Nonfamily Management: The Visible Commitment to
Managing The Family Business Professionally- Key Nonfamily Management: The Visible
Commitment to Managing The Family Business Professionally- Key Nonfamily Management: The
Visible Commitment to Managing The Family Business Professionally- Continuing The Spirit of
Enterprise: Lessons From Centennial Family Companies.
Module 4: Family Business Issues and Generational challenges and new approaches

08 Hours

Communication & Conflict-Working in a Family Business-Non-family Management

& Professionalization

Module 5: Governance in the family business 07hours

Governance: Determine When to Decide and When to Delegate- Transition: Plan for the Transfer
of Assets, Roles, and Capabilities
Recommended Books:

Family Business - Ernesto J. Poza , South Western (1 April 2015)

Understanding the Family Business -Keanon J. Alderson – Business Expert Press

Indian Family Business Mantras - Peter Leach, Tatwamasi Dixit -Rupa Publications India
 Fourth Semester

Financial Management Specialization

20 MBAFM 421
Mergers and Acquisitions

Module 1 08Hours
Corporate Restructuring &Strategic Approaches- Internal and External change forces contributing
to M & A activities, Industry Life Cycle and Product Life Cycle Analysis, M&A Decision-
StrategicApproaches to M&A- SWOT Analysis, BCG Matrix, Porter’s Five Forces Model

Module 2 08Hours
Different Methods of Restructuring – Mergers- Types of Merger – Motives Behind Mergers – Value
Creation in Horizontal, Vertical and ConglomerateMergers . Operating, Financialand Managerial
Synergy of Mergers .Joint Ventures – Sell off and Spin off– Divestitures – Equity Carve Out –
Leveraged Buy Outs (LBO) , Simple Problems on LBO –Management Buy Outs – Master Limited
Partnerships – Employee Stock Ownership Plans (ESOP).

Module 3 08Hours
Due Diligence in M&A Process and Integration in Mergers and Acquisition -Types of Integration,
Role of HRM in M&A Integration,Steps for Organizational Integration, Integration for M&A Success,
Theories of Mergers.

Module 4 08Hours
Valuation and Purchase Consideration - DCF method of valuation – Share Exchange Ratio – P/E
Ratio– EPS – Merger as a Capital Budgeting Decision.
Purchase Consideration– Pooling of Interest Method, Purchase Method – Procedure laid down
underIndian Companies Act of 1956.

Module 5 07Hours
Takeovers- Types- Hostile Takeover Approaches- Takeover Defenses – Defensive Measures – Anti-
Takeover Amendments.
Procedural Aspects under the Company Rules, The Income Tax Act 1961 for M&A, SEBI
TakeoverCode.

Recommended Books:
1. Weston, Fred, Kwang S Chung and Susan E Hoag, Mergers, Restructuring
and Corporate Control, 4th Edition, Pearson Education.
2. Damodaran, Ashwath, Corporate Finance-Theory and Practice, John Wiley & Sons.
3. Kamal Ghosh Ray,Mergers& Acquisition Strategy, Valuation and Integration,Eastern
Economy Edition, PHI Learning Pvt. Ltd., New Delhi.
Further Readings:
1. Sudi, Sudarsanam, Value Creation from Mergers and Acquisitions,st Edition,
Pearson Education,2003.
2. Murthy, Krishna, Chandrashekar&Vishwanath. S.R, Merger Acquisitions &
Corporate Restructuring, Sage Publication.

20MBA FM422
Tax Management (A.Y: 2022-23)

Module 1 08 Hours
Basic concepts: Assessment Year, Previous Year, Person, Assessee, Income, Charges on Income,
Gross Total Income, Capital and Revenue Receipts, Residential status, Connotation of income,
Deemed to accrue or arise in India, Incidence of tax, Tax Planning, Tax Evasion, Tax Management.
(Problems on Residential Status of Individual assessee)

Module 2 08 Hours
Explanation under various Heads of Income: Income from Salary (theory, basic and full fledged
problems), Income from Other Sources (theory only)

Module 3 08 Hours
Income under Capital Gain: Basis of charge, Transfer of capital asset, inclusion & exclusion from
Capital Asset, Capital Gain, Computation of Capital Gains (theory & problems),
Exemptions/deductions from capital gains

Module 4 08 Hours
Income under the head Profit and gains of Business or Professions and its computation - basis -
Method of accounting - Scheme of business deductions/ allowance - Deemed profits - maintenance of
books, Depreciation (Problems on computation of Income from Business/ Profession of Individual
assessee and Depreciation)
Setoff and Carry forward of losses - Permissible deductions under Chapter VIA - under section
80C to 80U (basic problems)

Module 5 07 Hours
Goods and Services Tax - Objectives and basic scheme of GST - GST Council - Structure of GST -
Types of GST - CGST/ UT GST and IGST - Aggregate Turnover - Taxable turnover under CGST,
SGST and IGST, Input Tax Credit, Nature of Supply - Composite, Mixed, Exempt, Outward, Inward -
Rates of GST

Reference Books:
1. VinodSinghania- Students Guide to Income Tax - Taxman Publications
2. Mehrotra&Goyal - Direct Tax - SahityaBhavan
3. Lal&Vashisht - Direct Tax - Pearson Ed. 28E.
4. V S Datey - Indirect Taxes - Taxman Publications, Recommended book for
5. VinodSinghania - Direct Taxes - Taxman Publications
6. T N Manoharan - Students Guide to Income Tax - Snow White
7. How to deal with VAT- KulBushan - Pearson Education/PHI, 1/e
8. Income Tax Law & Practice, Mahesh Chandra &Shukla - Pragathi Publications
9. VAT - Dr.Pillai - Jaico Publications
10. Nitya Associates [2017] - Basics of GST, Taxmann Publications, New Delhi
11. Pullani and Maniyar [2017] - Goods and Sevice Tax, Law Journal Publishers, Bengaluru
 20 MBAFM 423
Wealth Management

Module1 8 Hours
Overview of Financial Planning and Wealth Management - Meaning and Process of Wealth
Management-Steps in financial planning-Goal Orientation- Smart Goals- Long term and sort term
goals- Client Goals and Constraints – Need for Client profiling- Understanding Risk Tolerance-
gathering- Role of Asset Allocation in Wealth Management – Types of asset classes and their
suitability to investors-Debt, equity, commodities, real estate etc., Easy Money Schemes (Ponzi
Schemes).
Module 2 8 Hours
Management of Equity and Debt Oriented Investments- Return and risk of investing in Equity-
Inflation effect-Rolling return analysis- Value Drivers in Equity- Pearls of Wisdom and Best
Practices- Behavioural Issues- Mutual Funds and ULIPS- Types of funds and its suitability- Scheme
Selection- SIP-SWP-STP- Plans and Options- PMS Products- Selection Criterion- Venture Capital
Funds- Structured Products- Angel Investing- Derivatives. Debt and Debt Oriented Investments-
Debentures and Bonds- Government Security- Risk and Return from Debt Instruments- Rolling Return
Analysis- Debt Oriented Mutual Funds – Allocation to Debt in Mutual Funds, ULIPS and NPS
Plans- Pros and Cons of Deposit and Fixed Income Products.
Module 3 8 Hours
Retirement Planning – Objectives of Retirement Planning- Choice of investment Products for
retirement- Sources of Income for Retirement- Expected and Unexpected expenses during Retirement-
Pension Plans- Defined Contribution and Defined Benefit plans- Choice of Portfolio and Fund
Managers- Annuity- Commutation- Family Benefit- NPS and its Features and Options- Points to be
considered while deploying retirement corpus, Annuities- Excel application for retirement planning
Module 4 8 Hours
Insurance and Tax Planning- Role of Insurance in Wealth Management – Need for protection
products- Insurance Needs Assessment- Types of products- Life, Health and Disability Insurance-
Other Insurance Products for Wealth Management- Riders and Top-ups- Free look period- Tax
Planning –Tax reduction, income Vs. gains, Provisions of Tax Laws relating to various Investments.
Module 5 7 hours
Liabilities Management and Estate Planning- Loan for different purposes- EMI analysis- Good and
Bad Loans- Credit Card Loans- Credit Scores- Estate Planning- Need for Estate Planning- Assets and
Records- Will Writing- Inheritance laws- Life time Gifts- Estate Taxation Laws.
Books for Study
1. Sankaran, Sundar, Wealth Engine, Vision Books, 2012
2. Dun and BradStreet, Wealth Management, Tata McGraw Hill Edition, 2010
3. Bagchi, S.K, Wealth Management, Jaico Publication, 2009.
4. Victor G , Hallman , Private Wealth Management, McGraw Hill Publication
5. Charlotte B, Bayer ,Wealth Management Unwrapped, Wiley publications
6. David M, Berns, Modern Asset Allocation for Wealth Management,Wiley, Publication.

Note: Question Paper Type - Objective Type (Online)

20MBAFM 424
Futures, Options and Other Derivatives
Module 1 08Hours
Introduction to Derivatives Meaning - History of Derivatives in India- Need for
Derivatives- Uses of Derivatives in Hedging, Trading and Arbitrage- - Forward and Futures
Contract- Features and uses of forwards- Limitations- Forward Rate Agreement (FRA) and
Range Forwards-Currency forwards-Valuation of Forwards- Hedging and Speculation- Futures
Contract- Features- Valuation of Futures, Mechanics of Buying&SellingFutures-
MarginsandTypesof Margins-PricingFutures-BasisandSpread-Hedging
–Speculation- Arbitrage - Specification Using Futures –Index Futures and Stock Futures-
Meaning and use of Currency Futures.
Module 2 08Hours
Fundamentals of Options Contracts and Options Trading Strategies- Types of Options-
Call and Put Options-American and European Options– Intrinsic Value and Time Value-
Maximum and Minimum Value of Call and Put Options- Trading and Settlement- Options to
Option Holders- Corporate Actions and Options- Put-Call Parity- Arbitrage Profits in Options -
Mechanics of Options- Stock Options- Options on Stock Index- Options on Futures –Currency
Options- Hedging & Trading Strategies Involving Options- Spreads and Combination
Strategies - Option Pricing- Factors Affecting Option Pricing – Valuation of Options- Black and
Scholes Model- Option Greeks- - ExoticOptions.

Module 3 08Hours
Commodity and Interest rate Derivatives- Commodity Derivative Exchanges and Regulation-
Derivative Products Traded – Trading and Settlements – Physical Delivery of Commodities-
Commodity Options- Interest Rate Derivatives- Uses- Forward Rate Agreements (FRA) -
Interest Rate Futures, Options and Swaps- Interest Rate Caps, Floors and Collars and theiruses.

Module 4 08Hours
Financial Swaps - Meaning of Swap- Kinds of Swaps - Interest Rate Swaps- Currency Swap-
Commodity Swaps and Equity Swaps- Dividend Swap- Uses of Swaps –Comparative
Advantage Principle-- Mechanics of interest rate Swaps – Advantages of Swaps.
Module 5 07Hours
Credit and other Derivatives - Uses and Significance of credit derivatives- Credit risk- Credit
derivative products- Credit Default Swaps- Total Return Swaps- Credit Spread Options and
Forwards- Collateralized Debt Obligations- Asset Backed Securities. Meaning and significance
of Weather and Energy Derivatives.

Note: Question Paper Type - Objective Type Online)

Books for Study
Hull, John C., Options Futures & Other Derivatives, 10th Edition, Pearson Education, New Delhi,
2018.

Reference Books:
1. Vohra, N.D., & Bagri, Options & Futures, 2nd Edition, TMH, New Delhi,2003.
2. Kumar, S.S.S., Financial Derivatives, PHI, 1st Edition,New Delhi,2008.
 Marketing Management Specialization

20MBAMM 411
Digital Marketing

Module 1 08 Hours
Digital Marketing - Introduction, Overview & Project Start, Scope and Challenges, Difference
between traditional marketing and digital marketing, Dynamic environment of digital marketing,
Integrated approach in digital marketing through digital marketing plan
The POEM framework, ASCOR digital marketing framework the digital landscape, Concepts related
to advertising in the digital space-CPC-Cost per click, CPM-Cost per Mille, CPA-Cost per
Acquisition- Affiliate Marketing- Affiliate Networks and Affiliate Tracking.

Module 2 08 Hours

Digital Estate – Website / Facebook Page / Twitter handle: Targeting, How to create content for
Websites-Responsive websites and the need for it; Need for Information Structuring, Keyword
Structuring and Why it’s good to be organized; Creating a hub and spoke model for digital assets,
Connecting to social networks - Social Hub in a page. Content Marketing- B2B Lead Generation &
Nurturing the leads, how to generate leads, how to nurture leads.

Search Engine Optimization: Basics of SEO, Factors to rank higher in search engines organically.
Search engine Advertising: Search Engine Marketing- Google AdWords and Keyword research,
Bidding for keywords, How to run ad campaigns on Google, Display Advertising;

Module 3 08 Hours
Social Media Marketing: Facebook Advertsing, Creating Page, Posts and updates; LinkedIn
Advertising–LinkedIn Company Pages; Twitter Advertising – Tweets, Hashtag marketing ; Video
Marketing – basics, how to make videos, optimizing videos; How to run ad campaigns on various
social media platforms, Blog Marketing- Blogging as a tool to communicate and build reputation;
Online PR –Online Public Relations, Reputation Management – building and sustaining.

Conversion Optimization: Conversion optimization, factors of conversion optimization, Analytics –

analytics providers, important factors to look in Mobile analytics, Landing Pages – what are landing
pages, Factors of conversion.

Module 4 08 Hours
Email Marketing: Basics of email marketing, How does email marketing add value, eNewsletters.
Mobile Marketing: Basics of mobile marketing, different forms of mobile marketing,Short Code,
Mobile Website, Mobile Apps and QR Code

Module 5 07 Hours
Ecommerce: Basics of E-Commerce, E-Commerce in India, factors for growth in E-Commerce,
Sourcing, Payment Gateway, Drop Shipping & Fulfillment,
Gamification: How does it work? Factors to consider implementing Gamification, Gamification
project execution challenges

Reference Books:

1. Digital Marketing by Seema Gupta, Mcgraw Hill

2. Fundamentals of Digital Marketing by Puneet Singh Bhatia, Pearson
3. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation
[Paperback] Calvin Jones (Author), Damian Ryan (Author)
4. Digital Marketing: Strategy, Implementation and Practice [Import] [Paperback] Dave Chaffey
(Author), Fiona Ellis-Chadwick (Author)
5. eMarketing: The essential guide to marketing in a digital world; Fifth Edition By Rob Stokes
and the Minds of Quirk
6. For the Win: How Game Thinking Can Revolutionize Your Business Paperback by Kevin
Werbach (Author), Dan Hunter (Author)
7. The Art of Game Design: A book of lenses by Jesse Schell

Other references:
1. Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing [Kindle
Edition] WSI (Author)
http://www.amazon.in/Digital-Minds-Things-Business-Marketing-
ebook/dp/B00E9I9H80/
2. Quickwin Digital Marketing: Answers to Your Top 100 Digital Marketing Questions
[Paperback] Hanlon Annmarie (Author), Akins Joanna (Author)
http://www.amazon.in/Quickwin-Digital-Marketing-Answers-
Questions/dp/8120344812/
3. The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile
Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly [Kindle
Edition] David Meerman Scott (Author)
http://www.amazon.in/The-New-Rules-Marketing-Applications-
ebook/dp/B00DDQTKHM/
4. Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on
Your Marketing Investment [Import] [Hardcover] Eric Greenberg (Author), Alexander Kates
(Author)
http://www.amazon.in/Strategic-Digital-Marketing-Tangible-
Investment/dp/0071819509/
5. Digital Marketing for Everyone: Connect With Your Customers, Grow Your Business &
Demystify Social Media [Import] [Paperback] Eric Morrow (Author), Shannon Chirone
(Author)
http://www.amazon.in/Digital-Marketing-Everyone-Customers-
Demystify/dp/1481253476/
6. Strategic Digital Marketing [Paperback] Greenberg (Author)
 7. SEO Made Simple (4th Edition): Search Engine Optimization Strategies: How to Dominate
Google, the World's Largest Search Engine [Kindle Edition] Michael Fleischner (Author)
8. http://www.amazon.in/SEO-Made-Simple-4th-Edition-ebook/dp/B00IK1SIG4/
8. Ultimate Guide to Optimizing Your Website (Ultimate Series) [Import] [Paperback] Jon
Rognerud (Author)
http://www.amazon.in/Ultimate-Guide-Optimizing-Your-Website/dp/1599185202/

20MBAMM 412
Strategic Brand Management

Module 1 08 Hours
Strategic Brand Management- What Is a Brand? - Why Do Brands Matter?-Can Anything be
Branded?-What are the Strongest Brands? Why is Branding so Strategic?-What Does Branding Really
Mean?-Branding Perspectives-Branding Challenges and Opportunities-The Brand Equity Concept-
Strategic Brand Management Process -How Brands Create Value For the Customer and Marketers -
Brand Identity- A Necessary Concept -Kapferer’s Brand Identity Prism Model
Identifying and Establishing Brand Positioning & Values- Customer Based Brand Equity Model –
Making a Brand Strong: Brand Knowledge-Sources of Brand Equity-Four Steps to Building a Brand-
Creating Customer Value-Brand Positioning-Identifying and Establishing Brand Positioning-Defining
and Establishing Brand Mantras

Module 2 08 Hours
Planning and Implementing Brand Marketing Programs -Choosing Brand Elements to Build
Brand Equity-Criteria for Choosing Brand Elements -Options and Tactics for Brand Elements
Leveraging Brand Knowledge and Building Brand Equity -Concept of Leveraging-Using
Secondary Brand Associations to Build Brand Equity-Conceptualising the Process
Company-Country of Origin and other Geographic Areas-Channels of Distribution-Co-Branding-
Licensing-Celebrity Endorsement-Sporting, Cultural, and other Events-Third-Party Sources

Module 3 08 Hours
Measuring and Interpreting Brand Performance-Developing a Brand Equity Measurement and
Management System-The New Accountability-The Brand Value Chain Brand Audit-Designing Brand
Tracking Studies-Establishing a Brand Equity Management System
Measuring Sources of Brand Equity- Capturing the Customer Mindset- Qualitative Research
Techniques-Quantitative Research Techniques

Module 4 08 Hours
Designing and Implementing Branding Strategies- Brand Architecture -Brand Product Matrix-
Brand Hierarchy-Designing a Branding Strategy-Using Cause Marketing to Build-Brand Equity
Brand Extension- Introducing and Naming New Products and Brand Extension- New Products and
Brand Extensions- Need for Brand Extension- Forms of Extension- Category Related Extension-
Advantages & Disadvantages
Module 5 07 Hours
Brand Imitations- Types of Brand Imitations - First Movers’ Advantages- Free Rider Effect
Managing Brands over Geographic Boundaries and Market Segments-Rationale for Going
International-Advantages & Disadvantages of Global Marketing Programs –Standardization versus
Customization- Global Brand Strategy- Building Global Customer Based Brand Equity with the Ten
Commandments of Global Branding

Reference Books:
1. Keller, Kevin Lane, Strategic Brand Management, Building Measuring & Managing
Brand Equity, 4th Edition, PHI / Pearson Education.
2. Moorthi, Y L R., Brand Management -The Indian Context, Vikas Publication.
3. Jean, Noel, Kapferer, and Kogan, Strategic Brand Management, Page India.
4. Chunnawalla, C., Brand Management, HPH.
5. Kaptan,S S., S Pandey, Brand Imitations ,HPH.
6. Kumar, S Ramesh, Managing Indian Brands, Vikas.
7. John Philip Jones ,What is in a Name? Advertising & The Concept of Brand, Pearson/PHI

20MBAMM 413
Rural and Social Marketing
Module 1 10 Hours
Rural Marketing: A Conceptual Framework - Definition – Scope of Rural Marketing – Concepts –
Evolution of Rural Markets in India-Components of Rural Markets – Classification of Rural Markets –
Rural Vs. Urban Markets
Indian Rural Market: A Brief Overview - Population – Occupation Pattern – Income Generation –
Location of Rural Population – Expenditure Pattern – Literacy Level – Land Distribution – Land Use
Pattern – Irrigation – Development Programs – Infrastructure Facilities – Rural Credit Institutions –
Rural Retail Outlets – Print Media in Rural Areas – Rural Areas Requirement – Problems in Rural
Marketing – Rural Demand – Rural Market Index

Module 2 10 Hours
Rural Consumer Behavior- Fundamentals of Consumer Behavior, Factors Affecting The Rural
Consumer Behavior, Profile of Rural Consumer, Rural Shopping Habits-Consumer Insights.
Rural Marketing Strategies -Rural Marketing Segmentation – Product Strategies – Brand
Management, Pricing Strategies – Distribution Strategies – Promotion Strategies. Marketing of FMCG
and Durables

Module 3 05 Hours
Innovation in Rural Markets - Corporate India in Rural Market; Governmental Bodies and
Innovative Practices, Importance of Information Communication Technology in Rural Marketing, Ict
Initiatives in Rural Markets- Itcs E-Choupal, Tarahaat, Project I-Shakti.
Rural Retailing - Emergence of organized Retailing, Kvic, Drivers of organized Retail formats.
Examples of organized Retailing in India.
Module 4 05 Hours
Understanding the social marketing – Defining social marketing, Steps in the strategic marketing
planning process; Analyzing the social marketing environment – Determining research needs
and options, Situational analysis

Module 5 09 Hours
Selecting target audiences, objectives and goals – Segmenting, Evaluating and selecting the target
audiences; Setting behavior objectives and goals; Identifying barriers, benefits, the competition,
Influencing others
Developing social marketing strategies – Positioning, 4 Ps of social marketing

Prescribed text
1. KashyapPradeep, The Rural Marketing Book, Biztantra, New Delhi, 2006
2. Sameer Deshpande., Nancy R Lee. Social marketing in India. Sage. 2013

Reference Books:
3. DograBalram and KarminderGhuman, Rural Marketing- Concepts and Cases, Tata Mcgraw Hill
Publishing Co. Ltd,2007.
4. Gopalaswamy T.N, Rural Marketing; Environment, Problems and Strategies, Wheeler
Publishing, Allahabad.1998.
5. Acharya, S.S, and N.L.Agarwal., Agricultural Marketing in India, Third Edition, Oxford
&Ibh Publishing Co Ltd., New Delhi,2001.
6. Ramkishen Y., New Perspectives on Rural Marketing.,Jaico Publishing House, Mubai,2002.
7. Sanal Kumar, Velayudhan, Rural Marketing, Sage Publications, New Delhi, 2002
8. RahmanHabeebur K.S, Rural Marketing in India, Himalaya Publishing House, New Delhi 2003
9. Singh, Sukhpal, Rural Marketing Management,Vikas Publishing House, New Delhi,2003
10. Nancy R Lee., PhilipKotler. Social Marketing influencing behaviors for good. Sage. Fourth
edition 2012

20MBAMM414
International Marketing

Module 1 08 Hours
Framework of international marketing: Scope and challenges of International marketing. The
International marketing Task/Environment. Self Reference Criterion and Ethnocentrism. Different
stages of international marketing involvement.
Dynamic environment of international trade
Balance of payments, Protectionism, Trade Barriers, role of IMF and World Bank group, protests
against global institutions.

Module 2: 08 Hours
Developing a global vision through marketing research: Breadth and scope of international
marketing research and the research process. Issues in availability and use of secondary data and
Gathering primary data Qualitative and quantitative research. Problems in gathering primary data.
Multicultural research - a special problem. Research on internet – a new opportunity – estimating
market demand. Problems in analyzing and interpreting research information. Responsibility for
conducting marketing research – Communicating with decision makers
Module 3 08 Hours
Global marketing management: Bottom of the pyramid markets. Planning for global markets,
Alternative market entry strategies, organizing for global competition.
Products for consumers in global markets: Product development, product adaptation, product
standardization. Green marketing and product development. Quality, Innovation. Analyzing product
component for adaptation. Global, National and Private Brands. COO effect & Global brands.
Products and services for business. Demand in global businesses to business Market, Business
Services, Trade Shows, Quality, Global Standards, Relationship Marketing

Module 4 08 Hours
International Marketing Channels: Channel of distribution structures, Distribution patterns ,
Alternative middlemen choices, Factors affecting choice of channels, Channel Management.
Integrated Marketing Communication & International advertising: Public relations, Sales
promotions, advertising strategy and goals. Creative challenges, Media Planning and analysis
Pricing decisions: Pricing policies and decisions, Price escalations, Cost of exporting, Marginal cost
pricing. Price quotation, Foreign commercial transactions

Module 5 07 Hours
Personal Selling & Sales Management, Negotiating with International Partners and International
retailing: Recruiting marketing & Sales Personnel, Training, motivating the personnel, Developing
Cultural awareness. Negotiating: Impact of culture, differences in language, non verbal behaviors,
values, Thinking and decision making process. International retailing: International expansion of
retailers, Retail format-variations in different markets , Issues in international retailing.

Reference Books:
1. Cateora, Graham, International Marketing TMH 15th Edition
2. Dana Nicoleta, International Retailing, Biztantra
3. Rakesh Mohan Joshi , International marketing oxford
 Human Resource Management Specialization
20MBAHR431
HR ANALYTICS

Module 1:Foundations of HR Analytics 6 Hours

– Introduction to HR Analytics – Business Foundation of HR Analytics – Data – Data Analysis
Strategies – Variables and Types – Parametric and Non-Parametric Tests.

Module 2: Workplace Diversity Analytics 8 Hours

– Need – Components of Measuring Workplace Diversity – Using Frequency Tables, Descriptive

Statistics, and Cross—Tabulation to Develop Basic Report – Comparing Means of Two-Groups
[independent sample t-test; paired sample t-test; Mann-Whitney test; Wilcoxon Signed-Rank test]

Module 3: Measuring Employee Attitudes and Workplace Perceptions 8 Hours

Concepts and Theoretical Dimensions – Work Engagement, Organizational Commitment, Job

Satisfaction, Job-Embededness, and Job-Involvement – Psychometric Assessment/ Psychometrics–
Factor Analysis – Reliability estimation – Using t-tests/ANOVA to Determine Difference in Work
Engagement/Commitment Levels Between Two More Groups [t-test; ANOVA]; Linear Regression to
Predict Team-Level Engagement – Multi-level Modeling.

Module 4: Hiring, Performance Management and Turnover Analytics 8 Hours

Introduction to Hiring, Performance Management, and Turnover Analytics– Concept of Yield Ratio–
Recruitment and Selection Reliability – Bias metrics in Selection - Predictors of Individual
Performance– Outcomes of Performance – Turnover and its importance as an HRIS metric for
Companies–measuring Turnover at Individual and Team Level–Hiring, Performance Management,
and Turnover Analytics Real Case Examples Using – Frequency Tables and Cross Tabulation– Linear
Regression - Binary and Multi-Nomial Logistic Regression – ANOVA/ Repeated Measures ANOVA –
PANEL Data Regression - Attrition Rate Index.

Module 5: HR Intervention Impact Assessment Strategies and Tools 8 Hours

Scenario Building Applications [Predictive Modeling Scenarios] –Statistical Examples on Before and
After Interventions, Value Change Initiative, Effectiveness of Training Interventions Using Different
Parametric and Non-Parametric Tests.

Note: Type of Question Paper for SEE: Objective

Type(Online) Suggested readings
st
Edwards, M & Edwards, K (2016), Predictive HR Analytics – Mastering the HR Metric (1 edition),
Kogan Page; USA .
 Additional Readings

a) Holley , N (2015), Big Data and HR: The Henley Centre for HR Excellence, Henley Business
School [Online], http://www.henley.ac.uk/html/hwss/files/Henley-Centre-for-HR-Excellence-
Big-Data-Research-paper.pdf.
b) Coolican, H (2009), Research Methods and Statistics in Psychology, Hodder
Education, Abingdon.
c) Field, A (2009), Discovering Statistics through SPSS, Sage Publications; USA.
th
d) Howell, D.C. (2002), Statistical Methods for Psychology (5 edition), Duxbury, Belmont CA.

20MBAHR 432
Performance Management

Module 1 08 Hours
Performance - Determinants of Performance - Performance dimensions - Performance
Management – Characteristics - Contribution - Dangers of poorly implemented PM Systems – PM
and PA - Performance management process - Performance management and strategic planning

Module 2 08 Hours
Performance Appraisals - Approaches to measuring Performance - Diagnosing the causes of
poor Performance - Differentiating task from contextual Performance - Choosing a Performance
measurement approach - Measuring results and behaviours - Gathering Performance information -
Implementing Performance management system
Conducting Staff Appraisals: Introduction - Need - Skills required - The role of the appraiser - Job
description & job specification - Appraisal methods - Raters errors - Data collection - Conducting
an appraisal interview - Follow up & validation - Present thoughts & future directions

Module 3 08 Hours
Performance Analysis – Scope - Performance Coaching – Principles – Techniques - Self
Development - Performance management & employee development - Personal Development plans
-
360 degree feed back as a developmental tool - Performance management & reward systems:
Performance linked remuneration system
Performance Counselling - Concept – Conditions - The need for Performance counselling - Role of
the Performance consulting – Stages – Mentoring – Benefits - Performance linked career planning
& promotion policy

Module 4 08 Hours
Introduction to Competency: Definition of competency - characteristics - types - Competencies
for Competitive Advantage - Myths about Competency - History of Competency; Developing
Competency Models: Various Models - Development of the Personal Competency Framework –
Transcultural Managerial Competencies
Issues Related to Developing Competency Models: Goal—Quality or Excellence, Development
Effort Periodic or Continuous, Assessment a Continuous Process or One-time Endeavour,
Competencies Reflecting Current Activities or Future Activities, Time Frame for the Project –
Results
– Value addition for organization and employees – determinants of success – desired outcomes
– ownership of the process – target, involvement, assessment and validation

Module 5 07 Hours
Competency-based Application: Position Requirement - HR Competence Audit - Analysis
Position Fulfilment - Performance Management - Promotion
Formation of a Competency Framework: Sources of Competency Information - Behavioural
Event Interview - Established Models; Competency Mapping and Assessment Centres:
History of Assessment Centre - Types of Exercises

Required Books:
1. Herman Aguinis, Performance Management, Pearson Education, 2007.
2. Sangvi Seema, A handbook of Competency mapping, Response Books, 2004

Additional Resources:
1. Lance A. Berger & Dorothy R. Berger, The Talent Management Hand Book, Tata Mc-Graw
Hill
2. T. V. Rao, Appraising & Developing Managerial Performance, Excel Books
3. TV Rao et all, 360 degree feedback & assessment & development Centres, Volume I, II
and III, Excel Books
4. Dixit Varsha, Performance Management, Ist edition, Vrinda Pubilcations Ltd.
5. Shermon Ganesh, Competency Based HRM, TMH, 1st Edition, 2004
6. Radha Sharma, 360 Degree feedback, Competency Mapping and assessment Centres, Tata
Mc- Graw Hill
 20MBAHR 433
Recruitment and Selection
Module 1 08 Hours
The human resource planning process.Indicators and trends. Ascertaining demand and supply in
human resource. Causes of demand, forecasting techniques and human resource
requirements.Organizational and external factors affecting recruitment.Sources of methods of
recruitment.Assessing recruitment methods.Estimation of internal supply and external supply.Linking
human resource planning with strategic human resource management.

Module 2 08 Hours
Job analysis and design.Job analysis information and use.Collection of job analysis
information.Application of job analysis information.Job analysis techniques.

Module 3 08Hours
Influences on recruitment and selection.Selection as a process. Techniques and tools used in
recruitment process – tests and interview techniques, Background verification and references, Validity
and reliability of selection methods.

Module 4 07 Hours
Ethical issues in recruitment & Selection process, e.g. equal opportunity, unfair discrimination, data
protection. Methods for using information in selection decisions.

Module 5 08Hours
Influences on recruitment and selection.Selection as a process. Techniques and tools used in
recruitment process – tests and interview techniques, Background verification and reference checks,
Orientation programmes and orientation follow-up. Employee placement: promotions,transfers and
demotions. Separations: attrition, layoffs and termination.Validity and reliability of selection methods.

Suggested Readings:
Heneman, Herbert G., III, & Judge, Timothy A. (2009). Staffing Organizations.McGraw-Hill Irwin.
Stewart, C.J. and Cash, C.J. Jr., Interviewing: Principles and Practices, McGraw-Hill, 2000.

20MBAHR 434
Training and Development

Module 1 08 Hours
Introduction - Objectives and Benefits of Training - The Role of Training in Organizations - Place of
Training in Organizational Structure - A Training Process Model - Difference between Training and
Development.

Training Needs Analysis - Why conduct Training Needs Analysis? - When to Conduct a Training
Need Analysis? - Where to Look for Performance Discrepancies? - The Framework for Conducting a
Training Needs Analysis: Organizational Analysis - Operational Analysis - Person Analysis -
Gathering Training Needs Data - Outcomes of Training Needs Analysis.
Module 2 08 Hours
Training Design - Factors - Organizational Constraints - Developing Objectives - Training objectives -
Facilitations of Learning-Focus on Trainee - Facilitation of Learning-focus on Training Design -
Facilitation of Transfer-focus on Training - facilitation of Transfer Focus on Organizational
Intervention - Design theory - Outcomes of Design
Training Methods - Techniques and Aids - Approaches to Training - Matching Methods with
Outcomes. Lectures and Demonstrations – Straight Lectures - Discussion Methods - Demonstrations
Computer – Based Training-Programmed Instruction - Intelligent Tutoring Systems - Interactive
Multimedia - Virtual Reality
Module 3 08 Hours
Games and Simulations – Equipment Simulators - Business Games - In-Basket Technique - Case
studies - Role Play - Behaviour Modelling.On-The-Job Training – Job Instruction Technique -
Apprenticeship Training - Coaching - Training The Trainer For On-The-Job Training.Audio Visual
Enhancements to Training.
Development a Implementation of Training - Facilities – The Training Room - Off-Site Training
Facilities - The Strategy – Alternatives - Implementation – Dry Run - Pilot Program - Tips For
Trainers - Training Policy.
Module 4 08 Hours
Trainer’s Skills And Styles - Attitude knowledge and Skill Competence of Trainer - Communication
Skill - Questioning Skill - Body Language Gestures - Handling Difficult Situation - Creativity Skills -
Technical Skills - Interpersonal Skills - - Managerial Skills - Designing Skills-Feedback Sensitivity.
Personal Needs of Trainers - Different Training Styles adopted by a Trainer - Trainer’s Role - Trainer
and Motivation.
Validation a Evaluation of Training - Validation Concepts - Types – Methods - Rationale For
Evaluation - Need - Principles - Criteria - Objectives - Approaches - Resistance to Evaluation - Types
of Evaluation Instruments - Types of Evaluation Data - Evaluation Designs - Training Audit
Module 5 07 Hours
Management Development - Focus on Management Development - Approaches to Management
Development - Management Development Implications - Sources of Knowledge and Skill - Special
Needs of Technical Manager - Training for Executive Level Management.
Workplace Diversity and Training.

Reference Books
1. Effective Training, P Nick and Blanchard, Pearson Education
2. Training for Organizational Transformation, Rolf Lynton and Udai Pareek, Sage Publications,
New Delhi.
3. Training in Practice, A H Anderson, Infinity Books
4. Training and Development, ISTD Publications-Excel Books
5. An Introductory Course in Training and Training Methods for Management Development – ILO
Publication – Sterling Publications (P) Ltd.
6. Training and Development – S True Love Sage Publications
7. ASTD Hand book of design & development of Training – Philip - TMH
 Banking Specialization
20MBABF 441
Credit & Credit Risk Management
Module 1 08 hours

Principles of Lending. Forms of advances. Interest rates-Base rate & MCLR. Types of borrowers-
individual, proprietary, partnership, companies, & trusts. Types of credit facilities – fund based and
non – fund based. Term loans, cash credit, overdraft facilities, bills purchase/discount, BG and LC.
Introduction to lending arrangements- sole/multiple/consortium/syndication. Overview of Lending
norms & appraisal. Due diligence. CIBIL, Equifax, Experia & CRIF. Brief introduction into RBI
Defaulters list, ECGC caution list, RED Flag accounts, Funds diversion & the Caution List.

Module 2 08 hours

Financial Statement Analysis- Balance Sheet Analysis, Ratio Analysis, Funds Flow and Cash Flow
Analysis. Credit policy of the bank. Fair practices code for lenders. Overview of retail credit,
Corporate & Institutional credit. Advances to large industries-general principles & exposure norms.
Operating cycle and working capital requirements. Inventory and receivable norms.

Module 3 08 hours

Types of Working capital facilities. Projected turnover method (Nayak Committee), Projected Balance
Sheet Method, CMA, Flexible approach to Current Ratio. Concept of MPBF (Tandon Committee- II
method of Lending), Credit Monitoring Arrangement (CMA)], Cash Budget Method of Lending.
Financial Follow up Reports, QIS, Credit Delivery System, Bank’s prescribed formats for reporting
(like PSR, MMR, QMR), Proposal Writing for Working capital advances.
Module 4 08 hours

Bridge Finance, Bills Finance, LC and Bank Guarantees - Financial performance, deferred payment,
RBI guidelines on LCs/Guarantees, Proposal Writing for BGs and LCs. Term Loan Assessment and
Appraisal, Technical feasibility, economic viability, Sources of Capital and Funds Flow projected
profitability, repayment methods & schedules, documentation, disbursal and monitoring, verification
of end use, Proposal Writing, Monitoring & follow- up. Overview of Project Finance. Channel
Financing. Recent guidelines of RBI on 5:25 scheme.

Module 5 07 hours

MSME Financing-Bank’s schemes, Financing of Trade and Services sector. Special thrust on
MUDRA Scheme and CGTMSE. Types of Securities. Charge creation, search, filing, modification,
satisfaction & CERSAI. Credit Monitoring. Compliance with sanction terms. Pre & Post-sanction
follow-up. Documentation-Importance & need. Early warning signals & credit monitoring tools.
CRILIC utility. SMA concept. Credit Risk Assessment - borrower/ facility rating; internal/external;
hurdle/default rating; risk assessment for new borrowers. CIBIL. Credit Risk Management.
Reference Books:

1. Risk management, IIBF, Macmillan Publishers India Pvt Ltd

2. Treasury, Investment and Risk Management, IIBF, Macmillan Publishers India Pvt Ltd

3. Theory and Practice of Treasury &Risk Management in Banks, IIBF, Macmillan

Publishers India Pvt Ltd
4. Banker's Hand Book on Credit Management, IIBF, Taxmann Publications (P) Ltd
rd
5. Accounting &Finance for Managers, 3 Edition, IIBF, Macmillan Publishers India Pvt Ltd
6. Bank Financial Management, IIBF, Macmillan Publishers India Pvt Ltd

20MBABF 442
FOREX, Treasury & Market Risk Management
Module 1 08 hours

Introduction to Treasury, Banking & trading books, Treasury & its role in Banks, Responsibilities of
treasury including ALM, Structure of Treasury, Front, Back and Mid Office, SGL and Constituent
SGL Accounts. Introduction to Investment Portfolio of a Domestic Treasury, Role of FIMMDA.
Treasury Risk Management-Treasury settlements, Internal Control-accounting and control, MIS and
reporting, control limits, dealing and settlement systems.

Module 2 08 hours

Overview of treasury instruments including treasury bills, bonds, CDs, CPS, Repo and reverse repo,
gilt edged securities, Hedging products. Domestic treasury & Forex Treasury. Introduction to Foreign
Exchange, Exchange Market, salient features of FEMA, Statutory Basis of Foreign Exchange Outline
of Exchange Rates and Types.

Module 3 08 hours

Inward and Outward Remittance in foreign exchange, paper based & electronic remittance,
[remittance through private exchange houses, drawing arrangements, Canara Bank branded
remittances]. Different Types of Non Resident Accounts, features and operational guidelines. NRO,
NRE and FCNR accounts- opening-operations- benefits.

Module 4 08 hours

Forward Contracts, Booking, Cancellation and Extension. Various types of merchant rates, selection
of rate for Forex transactions, Facilities available for Residents, Foreign Currency accounts for
Residents- Exchange Earners Foreign Currency Accounts, Resident Foreign Currency Accounts,
Resident Foreign Currency (Domestic) accounts.
Module 5 07 hours

Definition and introduction to types of market risks with special reference to Banks & its mitigation,
BASEL norms, RBI Directives on Risk Management (including capital charge). Operational risks in
forex business with special reference to prevention of frauds. Cross border exposure, country risks-for
banks and customers.

Reference Books:

1. Treasury, Investment and Risk Management, IIBF, Macmillan Publishers India Pvt Ltd
2. Theory and Practice of Treasury &Risk Management in Banks, IIBF, Macmillan Publishers
India Pvt Ltd
3. Treasury Management, IIBF, Macmillan Publishers India Pvt Ltd
4. Foreign exchange facilities for individuals, IIBF, Macmillan Publishers India Pvt Ltd
5. International Banking Operations, IIBF, Macmillan Publishers India Pvt Ltd

20MBABF 443
Digital Banking & Alternate Delivery Channels

Module 1 08 hours

Need for and concept of Digital Banking, replacement of traditional F2F services, future of banking
services channels, cost-benefit analysis, why digitization. customer education on security, assistance in
migration. Payment and Settlement Systems. Movement of funds – Wallet to e-wallet, competitors,
and security features, risk management, role of NPCI – products and initiatives. UPI, Architecture,
impact on mobile wallets and card payment system.

Module 2 08 hours

Automated Teller Machines, types, finer aspects of working (including that of cash dispensers),
deployment, maintenance, monitoring for optimum utilization, customer convenience. Role of service
providers and accounting entries. Cash recyclers, utility and validation process and overall
implementation strategy. Multi-function kiosk, facilities available, advancement in kiosk based
solutions, utility and ease of customization, installation and maintenance requirements.

Module 3 08 hours

Self-service Lobbies – e lobbies, features, facilities available, educating customers, enabling migration
of customers. Self-service passbook printers – features, benefits to customers and the bank, operation
of the system and trouble shooting. Mobile Banking – NUUP. E Tax payment & Geo-tagging, Missed
call facility – procedure, scope, Need and costing. Contact Centre – services offered, scope and
support for the branches, how it works, languages, load distribution, TAT and processes. Mobile
wallet.

Module 4 08 hours

Internet Payment Gateway – concept of payment gateways, e-gateway, scope of transactions, tracking
movement of funds, floats and costs at each touch-points. Debit and Credit cards – types, features, and
cost benefit analysis, customer ducation. Prepaid foreign currency travel card – types, scope and
purpose, advantages, functions, function perspectives, issuing procedure.
Module 5 07 hours

Digital Signage System – purpose, contents, operational perspectives, scope of information broadcast
and for yield-enhancement. Cash Management Services (CMS). Cyber security and Digital marketing
- Introduction.

Reference Books:

1. Digital Banking, IIBF, Macmillan Publishers India Pvt Ltd

2. Information Technology, IIBF, Macmillan Publishers India Pvt Ltd
3. IT Security, IIBF, Taxmann Publications (P) Ltd
4. Security in Electronic Banking, Macmillan Publishers India Pvt Ltd

20MBABF 444
Sales and Service Orientation
Module 1 08 hours

Service economy.-definition of service economy, nature, characteristics of services and its relevance to
banking industry. Financial Services-Characteristics of financial services, different types of financial
services. Challenges in Marketing of financial products/services. Product Life Cycle-Stages of Product
life cycle with specific reference to Banking Products

Module 2 08 hours

Sales Management- Introduction to sales, Difference between Selling & Marketing, Sales process,
sales planning, sales management, personal selling, prospecting, Sales funnel. Forms of Direct
Marketing-Kiosk installations, tele-marketing, new digital technologies & online marketing. Lead
Management Cycle, management from lead generation to closure, matching the products of the bank
with the customer requirements including both liability and asset product and services.

Module 3 08 hours

Service Delivery-Employee Role. Features & responsibilities of a successful banking professional.

Customer co-production, customer roles, service failure and recovery, customer satisfaction and
delight. Customer complaints and redressal of grievances. The ombudsman scheme. Ethics in selling-
Impact on business.

Module 4 08 hours

Examples of mis-selling and their consequences-RBI Guidelines. Marketing of Bank product/services

through CBS. Marketing through social media networks and other digital channels like Tab Banking,
Internet banking, Mobile banking and its challenges. Customer Grievance Redressal Mechanism-
Various channels and platforms available to the customers for their grievance redressal and the
escalation matrix in the bank. Harnessing customer grievance and feedback for business opportunities
and enhancing customer service.
Module 5 07 hours

Competition Analysis-segment wise analysis (gold loans, housing loans, remittances, priority sector
advances) study of USPs. Future trends in banking. Relationship Marketing: CRM, Basic determinants
of CRM, Functions of CRM model -Relationship banking, Importance of building relationship and its
advantages to the Bank.

Reference Books:

1. Customer Service &Banking Codes and Standards, IIBF, Macmillan Publishers India Pvt. Ltd.

Information Technology[Specialsation]
20MBAIT451
Managing Technology Business

Module 1 08 hours

Introduction: Technology origin and evolution, tailoring technology to fit specific industry
requirements, Organization redesign, Organizational re-engineering, Financial considerations for
technology Planning, Technology cycle and understanding technologies change, responding to
technological changes, Adoption of technology, Overcoming resistance.

Module 2 08 hours

Technology Forecasting And Assessment: Technology Forecasting, Need, Methodologies: Trend

Analysis, Analogy, Delphi, Soft System Methodology, Mathematical Models, Simulation, System
dynamic, S-curve, Role of Technology Information Forecasting and Assessment Council (TIFAC),
Dissemination of technology information and strategic planning, Technology choice and evaluation
methods, Analysis of alternative technologies, Implementing technology program

Module 3 08 hours

Technology Negotiation and Diffusion: Technology Negotiation, Preparation and conduct of

negotiations, Technology outsourcing, Socio, economic, political, legal and cultural considerations.
Technology diffusion, Technology transfer, modes, Technology up-gradation, Technology
modernization, Adoption of new technologies, Absorption of new technologies, Absorption process,
Relocation issues

Module 4 08 hours
Technology Licensing And Partnering: In-house development, Partnerships with intermediaries,
Sponsored development, Joint development, Collaborative development, International networks of
technology brokers. Technology Licensing, Financial terms, documentation, cross licenses,
Collaboration and public policy.
Module 5 07 hours
Technological Competitiveness in Countries: Factory and office automation, Business Process
Reengineering, Quality Management, Use of Transferred Technology, Collaborative innovation
environment, Collaborative knowledge, intensive industry environment, Business and government
relations, Technological competitiveness in some of the developing and developed countries.

Reference Texts:
1. White/Bruton, The Management of Technology and Innovation: A strategic approach,
Cegage learning, Ist, Edition 2010.
2. 2. Robert Szakonyl, Handbook of Technology Management, Viva Books Private
Limited, 2008.
3. 3. Gerard H. Gaynor, Handbook of Technology Management, McGraw Hill, 1996.
4. 4. Betz, Frederic, Strategic Technology Management, New Delhi, McGraw Hill, 1996.
5. 5. Tarek M. Khalil, Management of Technology, McGraw Hill, 2003.
6. 6. Vijay Kumar Khurana, Management of Technology and Innovation, Ane books
India, Chennai, 2007.
7. 7. Zeans Block & Lan C. Macmillan, Corporate Venturing, Harvard Business School
Press, 2003.
8. 8. A Innovation Management, Strategies, Implementation and Profit by Afuah
Oxford University Press 2nd edition, 2012.

20MBAIT452
IT Business Development and Contracting

Module 1 08 hours

Sales in IT: Sales Strategy in IT, Software product and Services-Value added resellers (VAR’s),
Typical sales scenario in ERP implementation project.

Module 2 07 hours

Pricing of IT products and services: “Seven P”s of marketing in IT products and services, Overview
of Pricing, Price Theory, Pricing Process–Pricing objectives, Pricing policies, Pricing strategy and
Pricing methods/Models, Impact on Revenue recognition, Determining costs, Software Effort/Price
estimation techniques, Pricing Maintenance and support projects, Pricing NRE projects, Discounting,
Pricing discrimination-Academia pricing, International Pricing, Bundling-Product bundling and Price
bundling, Price wars, Price capping, Price protection, Pricing strategies in existing market , pricing
strategies for new markets, Current Market trends in Pricing, Shifting trends- Implication to Software
vendor
Class Activity: Determining costs involved in a software project/company
Class Activity: Effort Estimation and Pricing a deal using Excel (Simulated from tools)

Module 3 08 hours

Contract Management life cycle: Cases/ Scenarios to understand the importance of Contract, Stages
in contract Management life cycle-Pre award phase, award phase and post award, Roles and
responsibilities, Contract types-Fixed price,Time and material, Capped T&M, Importance of contract
administration – managing outsourcing engagements . Contract termination and exit clauses.
Class Activity: Analyzing a sample IT project contract
Module 4 08 hours

Understanding RFP’s and Proposals: Understanding Proposals, Persuasive Proposal Writing,

Responding to an RFP, Developing a Value proposition, Contents of the Proposal, Structuring a
Proposal, Testing the soundness of a proposal, Different types of proposal, Why every proposal is
different, Proposal writing process in a software company
Class Activity: Analyzing a sample IT project proposal

Module 5 08 hours

Technology components and Ethics: Technology components in IT business: ERP, Cloud

computing-SaaS, IaaS, PaaS, MaaS, cloud computing concepts-clustering, web applications, terminal
services., Internet of Things, Virtual reality,Augmented reality Issues connected with obsolescence,
Ethical practices in pricing-Do’s and Don’ts. The role of talent management and its impact on pricing

Reference Texts:
Recommended Books:
1. Daniel Shefer -Articles
http://www.shefer.net/Articles/Pricing_for_Software_Product_Managers.pdf
http://www.shefer.net/Articles/Product_and_Pricing_Strategies.htm
http://www.pwc.dk/da_DK/dk/publikationer/assets/software-pricing-trends-2007.pdf
2. Robertson & Robertson “Mastering the Requirement Process” Addison Wesley
3. Leslie P. Willcocks, Sara Cullen, and Andrew Craig “The Outsourcing enterprise”
4. Karl E. Wiegers, “Software Requirements”, Microsoft Press
5. Software Engineering – A Practioner’s Approach – Roger Pressman
6. Aligning IT Solutions with Business Processes – A Methodological Approach –
Venky Shankararaman, Pearson

References:
1. Power Pricing. By: Robert J. Dolan & Hermann Simon.
2. Pricing – Making Profitable Decisions. By Kent B. Moore.
3. The Strategy and Tactics of Pricing. By: Thomas Nagle & R. Holden

Operations Management [Specialization]

20MBAOM461
Retail Management

Module 1: Introduction to retailing 08 hours

Introduction, significance of retailing, structure of distribution and retailing channels around the world.
Retail management decision process, types of retailers, merchandise, variety and assortment. Services
retailing nd how is it different from merchandise retailers. Understanding types of ownership.
Multichannel Retailing: Retail channels and types. Benefits of multichannel retailing.
Module 2: Retail strategy and Customer buying behavior 08 hours
The buying process, types of needs, buying decisions, social factors influencing the buying process,
market segmentation, VALS framework.
Understanding retail strategy with examples, methods to develop sustainable competitive advantage,
perceptual maps and global growth opportunities.
Module 3: Retail planning 08 hours
Stages in strategic retail planning process, understanding the process for an organization. Setting and
measuring performance objectives. Retail locations , types, evaluating specific areas. Evaluating a site,
estimating potential sales for a store site
Module 4: Merchandise management, pricing and communication mix 08 hours
Merchandise management overview, developing assortment plan, Inventory and product availability,
establishing control system for managing inventory. Insight into buying merchandise. Retail pricing:
pricing strategies, setting retail prices, techniques to increase sales, legal and ethical pricing issues.
Communication Mix: develop brand images and customer loyalty programs, planning the retail
communication program.
Module 5: Store Management 07 hours
Responsibilities, recruiting and selecting store employees, motivating, evaluating, compensating and
rewarding employees. Controlling costs, increasing efficiency and reducing inventory shrinkage. Store
layout, design and visual merchandising: Design objectives, elements, space management, visual
merchandising, website design.
Customer service: the gaps model for improving retail customer service quality. Service recovery.
retail research, retail audits, pilferage threats and handling those pilferages. The rise and importance of
technology and tech based solutions in retailing will debated on to draw curtains to the course
Reference:

1. Retailing Management by Levy, Weitz and Pandit, McGraw hill

2. Retail Management by Bajaj, Tuli and Srivatsava, Oxford Publication

3. Gupta,S.L., Sales & Distribution Management: An Indian Perspective, Excel Books , 2/e

4. Pradhan Swapna, Retailing Management, text and cases Tata McGraw Hill, 4/e.

20MBAOM462
Advanced Supply chain Management and Analytics

Module 1: Recent trends in Logistics and Supply chain management 7 Hours

Logistics outsourcing: Benefits, third party logistics and fourth party Logistics, Selection of Service
provider, logistics service Contract, Critical issues in Logistics outsourcing, E-commerce logistics- E-
Logistics Structure and operation, Impact of technology on Logistics and Supply chain, reverse
Logistics-Global Logistics- Strategic Logistics.

Module 2: Coordination in a Supply chain 8 hours

Lack of Supply chain Co-ordination and Bullwhip effect, Effect on performance of lack of
coordination, VMI, CPFR.
Module 3: Supply chain Analytics 8 hours
Warehousing Decisions • Considerations in Location Modelling • Basic Methods like COG, MCOG
etc. • Guided LP Approach • Balmer-Wolfe Method • Discrete Location Modelling and Mathematical
Programming Models • Greedy Drop Heuristics • Space Determination • Layout Configurations •
Space Allocations and Layout • Dynamic Location Models • Use of SITATION Software.

Module 4: Supply chain Analytics 8 hours

Inventory Management • Inventory Aggregation Models ( Complete and Tailored) • Inventory under
Probabilistic Environment and Stochastic Inventory systems • Dynamic Lot sizing Models • Aggregate
Inventory system and use of LIMIT (LOT SIZING INVENTORY MANAGEMENT
INTERPOLATION TECHNIQUE) • Use of Lagrangian Multipliers in Inventory Decisions • Multi-
Echelon Inventory models • Risk Pooling

Module 5: Supply chain Analytics 8 hours

Stochastic Inventory Systems Transportation Network Models • Notion of Graphs • Minimal Spanning
Tree • Shortest Path Algorithms • -Labeling • -Dijkstra • -Floyd • Maximal Flow Problems •
Multistage Transshipment and Transportation Problems • Set covering and Set Partitioning Problems •
Traveling Salesman Algorithms • Advanced Vehicle Routing Problems and Heuristics • Scheduling
Algorithms-Deficit function Approach and Linking Algorithms

Learning Resources
1. Chopra Sunil & Peter Meindl, Supply Chain Management, Pearson Education, 4th Ed., 2010.
2. John T Menzer, Supply Chain Management, Response Books ,Sage Publishers, 2001.
Entrepreneurship and Managing Startups[Specialisation]

20MBAED471
Managing Entrepreneurial Venture

Module 1: Entrepreneurship in Management (8 Hours)

Roots of Lean Startup - Importance of Lean Startup – Models

Module 2: Business Models and Business Plan (8 Hours)

Business Models - Lean Startup Method- Business Model Innovation- Types of

Business models - Business Model Innovation Challenge

Business plan –Feasibility plan outline – Developing Business Plan

Module 3: Strategic Management for Startups (8 Hours)

Strategic growth in Entrepreneurship- . Four integrated entrepreneurial strategies:

Value Chain, Disruption, Architecture, and Intellectual Property

Growth Plan for Startup – Marketing – Finance- Organizational Plan - Growth

Strategies

Interpersonal Skills for Entrepreneur

Module 4: Build, Measure and Learn (8 Hours)

Value Proposition- Customer Archetype- MVPs: Design and Implementation-

Resources: Attracting money, people, and partners-The

Module 5: Personal Branding (7 Hours)

Why Personal Branding – Avenues of Personal branding –Importance of Personal

Branding for an Entrepreneur

Recommended books:

1. Entrepreneurship – Robert D Hisrich, Michael Peters - McGrawHill

Publication
2. Lean Startup –Eric Ries
3. Entrepreneurship –D.F Kuratko , T.V Rao – Cengage
4. The Business Model Navigator – Oliver Gassmann, Karolin
FrankenbergePearson
 20MBAED472
Entrepreneurial Ecosystem
Module 1: Entrepreneurial Ecosystems (08 Hours)

Understanding Entrepreneurship Ecosystem – Theoretical foundation-Key elements of

Entrepreneurship Ecosystem - Emerging Economies - Strategizing as networking for new ventures-

Module 2: Key Domains of the Entrepreneurial Ecosystem (08 Hours)

Policy Domain- Finance Domain – Culture Domain- Support Domain – Human Capital Domain –
Market Domain – Importance

Module 3: Principles of an Entrepreneurship Community (08 Hours)

Historic Foundation – Importance and characteristics of Entrepreneurship community – Principles of

Entrepreneurship community

Module 4: Participants in an Entrepreneurship Community (08 Hours)

Mapping the community - Driving factors -Entrepreneurs, Government, University, Investors,

Mentors, Service providers, Large Companies. Incubations and Acceleration programs - The Creation
and Development of the Ecosystem: The Role of ICT

Module 5: Improving the Entrepreneurial Ecosystem (07 Hours)

Driving factors for the growth of ecosystem – Mapping the ecosystem for innovation -

Recommended books:

Entrepreneurial Ecosystem-Mathew J Manimala, Kishinchand Poornima Wasdan-Springer India