MBA-Executive (Working Professionals)

Syllabus - First Semester

QUANTITATIVE APPLICATIONS IN MANAGEMENT

Course Code: MWP4103 Credit Units: 04

Course Objective:
The aim of this course is to develop the understanding of the various statistical models used for decisions
making and how each applies to and can be used in the business environment using contemporary
computerbased technology.

Course Contents:
Module I: Introduction
Application of Statistics in Business & Management; Basic Concepts of Statistical Studies: Variable and
Classification of Data; Diagrammatic & Graphical Presentation of Data: Bar Diagram, Histogram, Pie –
Diagram, Stem Leaf Display, Frequency Polygons, and Ogives.

Module II: Summary Statistics

Measures of Central Tendency: Arithmetic Mean, Weighted Mean, Median and Mode
Measures of Dispersion: Range, Quartiles, Average Deviation, Standard Deviation, Variance and
Coefficient of Variation.

Module III: Forecasting Techniques

Simple Correlation & Regression Analysis, Time Series Analysis- Introduction, Variation in Time Series,
Trend Analysis, Cyclical Analysis, Seasonal Analysis, Irregular Variation

Module IV: Probability & Probability Distributions

Probability: Basic Terminology in Probability, Types of Probability, Probability rules, Probabilities under
condition of Statistical Independence, Probabilities under condition of Statistical dependence, Baye’s
Theorem Probability Distributions: How Random Variable arise, Probability distribution of random
variable, Mean or Expected value of random variable, Variance and Standard Deviation of random
variable. Binomial Distribution, Poisson Distribution, The Normal Distribution.

Module V: Sampling, Estimation and Testing of Hypotheses

Sampling & Sampling Distribution: Parameter and Statistic, Point and Interval Estimation, Interval
Estimation of three common parameters viz. Mean, Standard Deviation and Proportion.
Hypothesis Testing for a Single Population: Concept of Hypothesis, Test involving a population mean,
Test involving a population proportion, Test involving population Standard Deviation, The concept of P –
Value Hypothesis Testing to compare two populations: Test for two population means (Independent
Samples), Tests for two population means (Dependent Samples), Tests for two population proportions

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(Independent Samples),Tests for two population variances (Dependent Samples), F-test, Non-parametric
Tests (Chi – Square Test)

Module VI: Decision Theory & Introduction to Operations Research

Decision Theory: Introduction of Decision Theory, Steps in decision theory approach, Types of Decision
Making Environments, Decision Making under Uncertainty- Criterion of Optimism, Criterion of
Pessimism,Equally likely decision (Laplace) criterion, Criterion of Realism (Hurwicz Criterion), Criterion
of Regret (Savage criterion) Decision Making under Risk- Expected Monetary Value & Expected
Opportunity Loss.Linear Programming: Introduction of Linear Programming, Formulation of LPP,
Solution of LPP – Graphical Method

Examination Scheme

Components C A CT EE

Weightage 10 5 15 70
(%)

Text & References:

Text:
Levin R.I. & Rubin S.R. 1998, Statistics for Management, 7th Ed. Prentice Hall Of India
References:
Anderson David R, Sweeny Dennis J, Williams Thomas A, Statistics for Business and Economics 9th
ed,Cengage learning.
Keller Gerald, Statistics for Management, Cengage Learning
Anderson David R, Sweeny Dennis J, Williams Thomas A, Quantitative Methods for Business,
Cengage learning.
Vohra N.D., Quantitative Techniques in Management, Tata McGraw Hill

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 Syllabus – Second Semester

OPERATIONS RESEARCH
Course Code: MWP4202 Credit Units: 04

Course Objective:
The course aims to provide a thorough understanding of the essential features, relevance, application,
tools and techniques of Operations Research. The objective of this course is to develop the understanding
of models building and quantitative approach to decisions making in the functions of the management of
any organization with special focus on International Business. It also aims to develop the understanding
of the various optimization techniques used for decisions making in the functions of the management of
any organization.
On Completion of this module, students will be able to understand the Importance of learning Operations
Research. The student will also be able to mathematically capture the behavior in strategic situations.
They will better analyze the situation among the two, which will increase the Decision Making
Capability.

Course Contents:
Module 1: Introduction to Operations Research
History, models
Modeling in operations research
Methods of solving operations research problems
Applications and scope
Types of Models

Module 2: Linear Programming

Structure, assumptions, terms used, Application, general model
Linear Programming Model Formulation
Graphical Solution Methods
Simplex Method, Big-M method
Infeasibility, Unboundedness, Degeneracy, Multiple optimal solutions
Duality

Module 3: Transportation Problems

Structure
Model formulation, mathematical representation
North west corner method, least cost method, Vogel’s approximation method
Stepping Stone method, Modified Distribution Method for testing optimality
Unbalanced supply and demand, Degeneracy, Prohibited Routes, Duality
Maximization transportation problems
Transshipment problems

Module 4: Assignment Problems

Structure, Model
Methods of solving Assignment Problem- Simplex, transportation, exhaustive
Hungarian method
Multiple optimal solutions

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Unbalanced Assignment Problems
Restrictions in Assignment problems
Maximization models
Traveling Sales man problems

Module 5: Theory of Games

Structure, Factors
Two-Person Zero-Sum Games
Pure Strategy games, Saddle point
Mixed Strategies games
Rules of dominance
Methods of solving games without saddle point

Module 6: Network Analysis

Concept of CPM/PERT
Difference between CPM/PERT
Network Diagrams and rules for preparing networks
CPM, Critical Path Analysis, float, project crashing, time cost trade off
PERT, Probability in PERT, estimation of completion time

Module7: Theory of Queuing

Structure, Characteristics of queuing
Pure birth, pure death process
Types of queuing models
Single Server Unlimited Queue Model and limited queue model
Multiple Server unlimited queue model and limited queue models

Module 8 A: Break Even Analysis

Break even volumes of production
Forecasting profits, determining effects of change in output on profit and cost

Module 8 B: Annuities
Present value of annuities, perpetual annuities, deferred annuities

Module 9: Replacement Decisions

Types of failures of machinery and equipment
Replacement of assets that deteriorate over time
Replacement of assets that fail completely

Module 10: Simulation

Basic Concepts
Stochastic and Random numbers
Monte Carlo method of simulation for queuing, inventory etc
Learning Methods:
Occasional, non-graded homework sets will be handed out in class. It is also expected that students will
work the problems as the part of assignments. The class will be doing Cases throughout the semester.
Students will prepare three written cases in small groups of 4-6 students. There will be presentations also
in which the student have to collect, collate and analyze the data.

Examination Scheme:

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 Components P1 A C1 EE

Weightage (%) 15 5 10 70

Text & References:

Website:
http://www.gate2quality.com/Basic%20Statistics.htm
http://www.interventions.org/pertcpm.html
http://www.me.utexas.edu/~jensen/ORMM/omie/frontpage/contents/index.html
http://www.eventhelix.com/realtimemantra/CongestionControl/queueing_theory.htm
Text:
Vohra N D (2007), Quantitative Techniques in Management, Tata Mc Graw-Hill Publidhing
Company Ltd.
References:
F Hillier, G Lieberman (2005), Introduction to Operations Research, Tata McGraw-Hill
A Taha Hamdy (1987), Operations Research–An Introduction, Macmillian Publishing Company, New
York
A Ravindran (latest), Operations Research: Principles and Practices, John Wiley & Sons, New York
L Rardin, Ronald (latest ed.), Optimization in Operations Research, Pearson Education, Singapore
Hillier, Federick S. and Gerald J. Lieberman, Introduction to Operations Research, 8th Edition, Mc
Graw Hill, 2005

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 RESEARCH METHODS AND REPORT PREPARATION
Course Code: MWP4204 Credit Units: 04

Course Objective:
The course aims to provide a thorough understanding of the essential characteristics and the basic tenets
of research methodology and report preparation. The course will focus on quantitative and descriptive
research methods and techniques that are essential for the validity and reliability of the research process.
The course will identify and review the components essential for preparation of research proposals,
research reports, business proposals and feasibility studies in order to develop report writing and formal
presentation skills of the research
projects undertaken.

Course Contents:
Module I: Research Methodology and Research Methods
Objective, significance and types of research
Research Methods vis-à-vis Methodology
Research Process and criterion for good research
Ethics in Business Research

Module II: Research Problem and Research Design

Defining and Identifying the Problem
Formulation of Hypothesis
Techniques involved in defining the Problem
Meaning and features of Research Design
Types of Research: Qualitative and Quantitative Research
Developing a Research Plan: Industry Specific Research Proposals

Module III: Sampling Design and Scaling Techniques

Census and sample survey
Criteria for selecting a sampling procedure
Measurement and Scaling techniques
Classification and importance of Scaling techniques
Market Specific Sample survey

Module IV: Interpretation and Analysis of Data

Methods of Data collection: Primary and Secondary Data
Constructing Questionnaires: Guidelines
Elements / Type of Analysis of Data
Processing Operations
Usage of Statistical Software such as SPSS
Problems of accuracy in interpretation of data

Module V: Testing of Hypothesis

Z-test
F-test
T-test
Chi-Square Test

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Module VI: Design and Analysis of Experiments
Analysis of Variance
Completely Randomized Design
Factorial Design (22 Factorial Experiment, 23 Design)

Module VII: Report Writing

Significance of Report Writing: Market Research and Experience Based Reports
Mechanics and Steps in writing a Research Report
Techniques and Interpretation of Research Process
Salient aspects of Oral Presentation

Learning Methods:
Occasional, non-graded homework sets will be handed out in class. It is also expected that students will
work the problems as the part of assignments.
The class will be doing Cases throughout the semester. Students will prepare three written cases in small
groups of 4-6 students. There will be presentations also in which the student have to collect, collate and
analyze the data.

Examination Scheme:

Components P1 C1 CT1 EE

Weightage (%) 10 10 20 70

Text & References:

Text:
Dr .S. Shajahan (2004), Research Methods for Management 2nd Edition, Jaico Publishers
References:
Kothari C R, (1990) Research Methodology: Methods & Techniques, Wishwa Prakashan Publisher
Cooper, Donald R and Schindler, Ramela (2000) Business Research Methods, Tata McGraw Hill
Levin & Rubin (2004), Statistics for Management, 8th Ed, Prentice Hall of India
Srivastava, Shenoy and Sharma (2002)., Quantitative Techniques for Business Decisions, 4th Ed ,
Allied Publishers

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 Syllabus – Third Semester

PRODUCT AND BRAND MANAGEMENT

Course Code: MWP4303 Credit Units: 04

Course Objective:
The main objective of the course is to make the students learn and conceptualize the entire gamut of
developing new products, improving the existing products and managing the performance of product
items and product line(s) as a whole to maximize the company’s profit. The course also gives students the
insight of process involved in branding decisions and strategies for growth of brands.

Course Contents:
Module I: The Product Management Process
The Product Management
Function
Product Management Decisions
What is a Product Portfolio?
Drawbacks of the Product
Portfolio Approach
Product Management Basics
Defining competitive set
Category Attractiveness Analysis
Competitor Analysis
Customer Analysis

Module II: The Product Planning System

The Traditional Approaches to Product Planning
A Matrix Approach to Product Planning
Product Evaluation Matrix in a Nutshell
PLC as an aid to Product Planning
PLC as a Tool to Plan Market Share Strategies
Product Strategy over Life Cycle

Module III: Diffusion of Innovation

The adoption Process
Classification of Adopters
Diffusion of Consumer Innovations
Diffusion of Industrial Innovations

Module IV: Generation, Screening And Development of New Product Ideas

Innovation and the new product development process
Generation of new product ideas
Sources of new product ideas
Methods of generating new product ideas
Screening of new product ideas
Criteria for screening new product ideas
Development of new product ideas

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Module V: Economic Analysis Evaluation of New Product ideas/concepts
Purpose of Economic Analysis
Market Potential
Market Demand
Estimating Sales
Sales Forecasting Methodologies
Estimating Costs, Sales and Profits
Break-Even Analysis
Return on Investment
Economic Analysis Summary Form

Module VI: Test Marketing and New Product Launch

Purposes of Test Market
Test Marketing Strategies
Simulated Test Marketing
New Product Launch – the Marketing Plan
Defining and Selecting the Target Market
Product Strategy and Product Positioning
Pricing the New Product
Advertising the New Product

Module VII: Packaging Decisions

Importance of Packaging in Marketing
Packaging Strategies
Legal Aspects of Packaging
Cost Effectiveness of Packaging
Social Aspects of Packaging

Module VIII: Branding and Brand Positioning

Branding
Consumer Based Brand Equity [CBBE]
What is brand equity? CBBE: Keller’s Model
Aaker’s BE Model
Brand Identity Elements
Brand identity prism
Meaning of Brand identity
Need for Identity
Dimensions of brand identity
Brand identity prism
Brand Extension-
Meaning, Types, Needs, Advantages & Disadvantages of Brand Extension,
Brand architecture Brand Hierarchy
Designing Branding Strategy
Brand Valuation
Brand Valuation Methods
Aaker’s Brand Equity 10
Interbrand Method
Brand Name Selection Process

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Positioning of a Brand
Repositioning the Competition

Module IX: Marketing Integrated Communication Process

The Role of Marketing Communication
Concept of Marketing Communication\
The Occurrence of Marketing Communication
The Sources of Misunderstanding in Communication
Elements of the Promotion Mix

Learning Methods:
Tutorials, Interactive sessions, Case studies, Field visits, Management games, Extensive research
projects,Seminars, Weekend experience in companies - the course is covered by adopting a combination
of lecture methods, class presentation by groups of students, self study sessions. Each student is required
to do the back ground reading from the specified chapters of the prescribed book before coming to class.
ases are also to be analyzed, discussed in groups (teams) outside the class as preparatory work.

Examination Scheme:

Components P1 C1 CT1 EE

Weightage (%) 10 10 20 60

Text & References:

Text:
Morse Stephen, 2002, Handbook of Successful Product Management, Jaico Enterprises, 1st Edition
KapoorJagdeep, 2003, Brand Switch, Jaico Enterprises, 1st Edition
References:
Kotler Philip, 2005,Marketing Management – Thompson Press(I) Ltd, 12th edition,
Kapoor, Jagdeep, Brand switch, Jaico Publishing House, Mumbai, 2004
Keller, Kevin Lane, Stratigic brand management building, Pearson Education, New Delhi, 2003
Panwar, J S, Beyond consumer marketing , Response books, New Delhi, 2004
Owens, ORV, The psychology of relationship selling, Jaico Publishing House, Mumbai, 2003
Minett, Steve, B2B marketing: A radically different approach, Prentice Hall, London, 2002
Matt. H, Brand Failures- 100 Branding Mistakes of all The Time, Kogan Page, 2003, UK

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