MBA Program Syllabus

Class of 2018

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No part of this publication may be reproduced, stored in a
retrieval system, used in a spreadsheet, or transmitted in any
form or by any means - electronic, mechanical,
photocopying or otherwise - without prior permission in
writing from the IBS.

© The IBS Business School, 2016. All rights reserved.

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 Preface

This book contains of program structure and detailed course

syllabus.

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 Content

1. Program Structure............................... 7 Services Marketing ................................... 66

2. Detailed Syllabus .................................. 9 Integrated Marketing Communication ... 68
Marketing Management ........................... 11 Sales and Distribution Management ....... 71
Quantitative Methods ............................... 13 Retail Management ................................... 74
Financial Management ............................. 15 Product Management ................................ 77
Organizational Behavior .......................... 17 Brand Management ................................... 79
Managerial Economics ............................ 20 Applied Marketing Management ............ 81
Information Systems for Managers ........ 22 International Marketing ............................ 83
Accounting for Managers ........................ 24 Strategic Marketing Management ........... 86
Business Communication ........................ 26 Customer Relationship Management ..... 89
Advanced Financial Management .......... 27 Advertising & Communication
Management............................................... 91
Advanced Marketing Management ........ 29
Digital Marketing ...................................... 93
Operations Management .......................... 31
Financial Statement Analysis .................. 96
Human Resource Management ............... 33
Financial Risk Management .................... 99
Macroeconomics & Business
Environment .............................................. 36 Strategic Financial Management ...........101
Business Research Methods .................... 38 Mergers & Acquisitions .........................103
Introduction to Business Analytics ........ 40 Security Analysis ....................................106
Management Accounting & Control...... 42 Portfolio Management and
Mutual Funds ...........................................108
Personal Effectiveness Management ..... 45
Financial Services ...................................110
Strategic Management ............................. 46
Investment Banking ................................113
Legal Environment of Business.............. 49
International Finance & Trade ..............115
Business Ethics & Corporate
Governance ................................................ 53 Management of Financial Institutions . 118
Soft Skills : Preparation of Placement Project Appraisal and Finance...............120
Process ....................................................... 56
Risk & Insurance .....................................122
Marketing Research.................................. 57
Global Capital Markets ..........................124
Consumer Behavior .................................. 60
General Insurance ...................................126
B2B Marketing.......................................... 63

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Overview of Banking ............................. 128 Quantitative Human Resource
Management.............................................181
Banking Services Operations ................ 130
Service Operations Management ..........183
Retail Banking ........................................ 132
Lean Manufacturing Management ........185
Rural Banking & Microfinance ............ 134
Risk Management in Banks .................. 137 TQM & Six Sigma Quality ....................187

Treasury Management ........................... 139 Operations Research ...............................189

International Banking............................. 141 Operations Strategy.................................191

Credit Management ................................ 143 Business Modeling and Simulation ......193

Wealth Management .............................. 145 Production & Materials Management .. 195

Personal Financial Planning .................. 147 Supply Chain Management....................197

Marketing of Financial Products .......... 149 Project Management ...............................200
Commodity Markets & Risk Data Warehousing ...................................202
Management ............................................ 152
Data Mining .............................................204
Life Insurance ......................................... 154 Business Continuity & Risk
Human Resource Planning .................... 156 Management.............................................206
Strategic Human Resource Relational Database Management
Management ............................................ 158 Systems .....................................................208
Managing Knowledge Worker ............. 160 E-Business................................................210
Global Human Resource Software Engineering & Quality
Management ............................................ 162 Management.............................................212
Industrial Relations ................................ 164 IT Enabled Services ................................214
Organizational Development: Business Intelligence ..............................216
Diagnosis & Interventions ..................... 167
System Analysis and Design .................218
Performance Management &
Reward Systems...................................... 170 Advanced Business Analytics ...............220

Training & Development ....................... 172 Big Data Analytics ..................................222

Leadership Skills & Change Financial Business Analytics .................224
Management ............................................ 174 Marketing Business Analytics ...............226
Employment Laws .................................. 176 Entrepreneurial Development................228
Competency Mapping and
Assessment .............................................. 179

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 1. Program Structure

The Structure of the MBA Program is given in Courses), Summer Internship Program and one
the Table. The MBA Program comprises of 28 course on Soft Skills. These courses are spread
courses (20 Compulsory Courses and 8 Elective over four semesters.

Code Course Title Credits

Semester I
SL MM 501 Marketing Management 3
SL RM 501 Quantitative Methods 3
SL FI 501 Financial Management 3
SL HR 501 Organizational Behavior 3
SL EC 501 Managerial Economics 3
SL IT 501 Information Systems for Managers 3
SL AC 501 Accounting for Managers 3
SL MS 501 Business Communication 3
Semester II
SL MM 502 Advanced Marketing Management 3
SL FI 502 Advanced Financial Management 3
SL OP 502 Operations Management 3
SL HR 502 Human Resource Management 3
SL EC 502 Macroeconomics & Business Environment 3
SL RM 502 Business Research Methods 3
SL BA 502 Introduction to Business Analytics 3
SL GM 502 Management Accounting & Control 3
SL MS 502 Personal Effectiveness Management 3
FL IP 500 Summer Internship Program 18
Semester III
SL GM 601 Legal Environment of Business 3
SL GM 611 Strategic Management 4
Elective I 3
Elective II 3
Elective III 3
Elective IV 3
SL MS 601 Soft Skills 4
Semester IV
SL GM 602 Business Ethics and Corporate Governance 3
Elective V 3
Elective VI 3
Elective VII 3
Elective VIII 3
Total Number of Credits 107
NOTE: The syllabus for the courses is subject to change by the institution.

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2. Detailed Syllabus

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 Marketing Management

Course Code : SL MM 501 Sessions : 30

Credit : 3 Semester : I

Objective
To provide students with basic concepts and practices of modern marketing, and provide a framework
to help them to understand advanced topics and specialized electives in marketing.

TEXT BOOK for Distribution AUTHOR / PUBLICATION

Philip Kotler, Kevin Lane Keller, Abraham
Marketing Management - A South Asian
th
Perspective, 14 Edition,2013 Koshy and Mithileshwar Jha, Pearson Prentice
Hall
REFERENCE BOOKS AUTHOR / PUBLICATION

Marketing Management –4th Edition V Ramasamy & Namkumari

Paul Baines, Chris Fill, Kelly Page, Piyush K
Marketing – Asian Edition, 2013
Sinha, Oxford University Press

Detailed Syllabus Customer-Driven Marketing Strategy:

Market Segmentation and Targeting,
Introduction: Definition of Marketing, Differentiation and Positioning – Frame of
Marketplace and Customer Needs, Customer-
Reference, Points of Parity and Difference,
Driven Marketing Strategy, Marketing Myopia,
Mass Customization (Chapter 7)
Marketing Plan, Building Customer
Relationships Marketing, Challenges for 21 st Products, Services and Brands:Product,
century(Chapter 1) Service and Brand decisions, Product Life
Cycle Strategies Shortened PLC: New Product
Marketing Environment: Micro Environment,
Development Strategy and Process, Co-
- Macro Environment, - Global Environment,
Creation, Leapfrogging (Chapter 9,
Responding to the Environment (Chapter 3)
Chapter10,Chapter 11,Chapter 12,Chapter 19)
Strategic Planning & Marketing Process:
Pricing Decisions: Concept of Price, Factors to
Company wise strategic planning, Marketing
Consider When Setting Prices, New Product
strategy and marketing mix, managing the
Pricing Strategies, Product Mix Pricing
marketing effort (Chapter 2)
Strategies, Price Adjustment Strategies, Price
Consumer Markets and Consumer Buyer Changes, Ease of Price and Product
Behavior: Model of Consumer Behavior, Comparisons because of Technology, Yield
Factors Affecting Consumer Behavior, Types of Pricing, Dynamic Nature of Pricing (Chapter
Buying Behavior, Buyer Decision Process for 13)
New Products, (Chapter 5)

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Channel Decisions- Distribution, Retailing & Suggested Schedule of Sessions
Wholesaling Marketing Channels – Nature,
Importance and Value Delivery, Channel No. of
Topic
Organization, Channel Design and Channel Sessions
Conflict Decisions, Marketing Logistics and
Introduction 2
Supply Chain Management, Wholesaling,
Retailing, Disintermediation, Role of Marketing Environment 2
Distribution in the Digital Era, E-tailing and its
Advantages (Chapter 14 and Chapter 15) Strategic Planning & Marketing 2
Process
Integrated Marketing Communications: The
Consumer Markets and Consumer 3
Promotion Mix, Communication Process, Steps
Buying Behavior
in Developing Marketing Communication,
Promotion Budget (Chapter 16) Customer Driven Marketing 6
Strategy (Segmenting, Targeting,
Advertising, Sales Promotion and Public Differentiation, Positioning)
Relations: Including Combining One-to-One
and One-to-Many Mapping Due to Technology, Products, Services and Brands, New 6
Product Development and Product
Reducing Role of Traditional Media (Chapter
Life Cycle Strategies
17)
Pricing Decisions 2
Personal Selling and Sales Force
Management (Second half of Chapter 18) Channel Decisions- Distribution, 3
Retailing & Wholesaling
Faculty can discuss other contemporary case
as suggested by CDC before the start of the Integrated Marketing 4
Semester. Communications

Total 30

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 Quantitative Methods

Course Code : SL RM 501 Sessions : 30

Credit : 3 Semester : I

Objective
To equip students with the essential concepts, tools and techniques necessary for robust managerial
decision making.

REFERENCE BOOKS AUTHOR / PUBLICATION

Quantitative Methods ICFAI
Statistics for Management Richard I. Levin, David S. Rubin - Prentice-
Hall of India Private Limited, New Delhi.
Quantitative Techniques for Management U K Srivastava, G V Shenoy and S C Sharma –
Decisions New Age International, New Delhi
Quantitative Methods for Business David R Anderson, Dennis J Sweeny and
Thomas A Williams Thomson Learning,
New Delhi
Business Statistics David M Levine, Timothy C Krehbiel and Mark
L Berenson. Pearson Education. Delhi. 2004
Quantitative Analysis for Management Barry Render and Ralph M Stair. Prentice Hall.
New Delhi 2002

Detailed Syllabus Populations, Central Limit Theorem, Finite

Population Multiplier
Basic concepts of scales of measurement-
Nominal, ordinal, interval, and ratio scales. Estimation: Point and Interval Estimation,
Review of central tendencies dispersion. Estimator and Estimates, Confidence Intervals,
Probability and Probability Distributions: Interval Estimates of Mean and Proportion from
Large Samples, Interval Estimation Using t
Basic Concepts of Probability: Addition
Distribution, Sample Size for Estimating Means
theorem, Multiplication theorem, Bayes’
and Proportions
theorem, Random Variables, Expected Value,
Binomial, Poisson and Normal Distributions Testing of Hypotheses: Basic Concepts, Type I
Sampling and Sampling Distributions: and Type II Errors, One Tailed and Two Tailed
Tests, One Sample Tests, Hypothesis Testing of
Population and Samples, Parameters and
Statistics, Types of Sampling: Simple Random, Means when Population Standard Derivation is
Stratified, Systematic and Cluster Sampling, Known and when Unknown, Hypothesis Testing
Sampling Distributions, Standard Errors, of Proportions for Large Samples. Two Sample
Sampling from Normal and Non-normal Tests for Equality of Means for Large

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and Small Samples, Equality of Means for • Care Hygiene
Dependant Samples, Difference between
• Hindustan Foods
Proportions for Large Samples.
• Roja Silks
Chi-Square: Chi Square Test of Independence.
and Goodness of fit. . • Ram Publishers
• Alexander Machine Company
Analysis of Variance (One Way Anova): Test
for Equality of Means. Inference about a • Best Fibre
population variance and about two population • Lakshmi Engines
variances.
(Source: Case Studies in Management Volume
Bivariate analysis: Bivariate correlation and VI)
regression, Coefficient of determination,
Exercises
assumptions in the regression model, tests of
significance for the correlation and regression Students will be given exercises to be solved
coefficients. using SPSS/EXCEL Software.

Time Series Analysis: Components of Time Suggested Schedule of Sessions

Series, Trend Analysis- Moving Average,
Fitting linear and second degree trends, No. of
Topic
Seasonal Variation (Computing using Ratio to Sessions
Trend Method), Cyclical Variation. Irregular
Scales of Measurement, Review of 2
Variation, Problems involving all four central tendencies dispersion.
Components of Time Series.
Probability and Probability 4
Decision Trees: Decision Tree Analysis- Distributions
Expected value under risk, under perfect
Sampling and Sampling Distribution 3
information, and under sample information.
Estimation 2
Linear Programming, Transportation and
Assignment problems: Formulating Linear Testing hypothesis 4
Programming Problems, Graphical approach,
Chi- Square 2
Formulation of Transportation and Assignment
problems, Solutions using Excel solver and Analysis of Variance 2
other softwares.
Bivariate Correlation and 2
Regression
Cases
Time Series Analysis 3
• ICICI Bank’s “Get up to 100% Cash Back
offer” Decision Trees 2

• Real Foods Linear Programming, Transportation 4

and Assignment Problems
• Solnyx Pharmaceuticals: The Atoxeril
Clinical Trial Total 30

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 Financial Management

Course Code : SL FI 501 Sessions : 30

Credit : 3 Semester : I

AIM
To gain an understanding of basic functions of finance and its interface with other functional areas.
To familiarize students with finance markets and instruments, develop working knowledge of
fundamental tools and apply them in investment and financing decisions.

TEXT BOOK AUTHOR / PUBLICATION

Financial Management: Theory and Practice, Chandra Prasanna, Tata McGraw-Hill - 2004
Latest Edition
REFERENCE BOOKS AUTHOR / PUBLICATION
Financial Management Pandey I M, Vikas Publishing House Pvt Ltd
Financial Management and Policy, 12th e Van Horne, James C. Prentice Hall - 2001
th
Financial Management , 7 e Ravi M. Kishore. Taxmann's - 2009
Financial Management: Text & Problems Khan, M Y / Jain, P K. Tata McGraw-Hill
Financial Management Ross Westerfield
Financial Management Sheeba Kapil

Detailed Syllabus Market - International Capital Markets –

Participants.
Introduction to Financial Management:
Objectives - Functions and Scope - Evolution - Primary Markets and Secondary Markets:
Interface of Financial Management with Other Procedural Aspects of Primary Issues - Pre-
Functional Areas - Environment of Corporate Issues Decision Making - SEBI Guidelines for
Finance. Public Issues – IPO -Pricing and Timing of
Public Issues - Pre-Issue Management –
Overview of Financial Markets: Financial
Regulatory aspects -Advertising and Marketing,
Markets - Functions and Classifications of
Post-Issue Management - Rights Issues, Scope,
Financial Markets – Introduction to Money
management of debt and equity, corporate
Market - Forex Market - Government Securities
advisory services, project advisory services,
Market- Primary & Secondary market for G.sec,
loan syndication, venture financing, private
Call money market: Money Market, Treasury
equity, M&A, financial engineering, structural
Bill Market, Commercial Paper and Certificate
analysis of investment banking industry
of Deposits, Discount and Finance House of
India, Corporate Debt market Recent Sources and Raising of Long-Term Finance:
Developments. -Capital Market - Derivatives Introduction to Equity Capital and Preference

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Capital - Debenture Capital - Initial Public • Suzlon Energy: Financing Problem
Offering, Public issue by listed companies,
• Reliance Power” Full IPO
Rights Issue, Preferential allotment, Private
placement, Term Loans, Venture Capital. Term • Cost of Equity: A CAPM Approach
Loans and Deferred Credit - Government • ABC Wealth advisors
Subsidies - Leasing and Hire - Purchase -
Emerging sources of finance – (Private Equity, • Ambuja Cement: WACC
FDI, FCCB). • Source CDC
Raising finance from international markets – Suggested Schedule of Sessions
Intermediaries, euro-dollar market, Instrument-
ADR/GDR, FCCB, ECB-Regulatory aspects No. of
Topic
Sessions
Introduction to Risk and Return: Risk and
Return Concepts - Risk in a Portfolio Context - Introduction to Financial
1
Relationship Between Risk and Return -CAPM Management
and Dividend Capitalization Model.
Financial Markets 3
Time Value of Money: Introduction - Types of
Sources of Long Term Finance 2
Cash flows - Future Value of a Single Cash
Flow, Multiple Flows and Annuity - Present Raising Long Tem Finance 2
Value of A Single Cash Flow, Multiple Flows Cases on Long Term Finance 1
and Annuity, Growing Annuity, Perpetuity and
Growing Perpetuity. Raising Finance from International 2
Markets
Valuation of Securities: Concept of Valuation
Time Value of Money 6
- Bond Valuation - Equity Valuation: Dividend
Capitalization Approach and Ratio Approach. Case on Time Value of Money 1

Cost of Capital: Concept and Importance - Introduction to Risk and Return 3

Cost of debenture - Term loans - Equity capital
Cases on Risk and Return 1
and retained earnings - Calculation of Weighted
Average Cost of Capital - Weighted Marginal Valuation of Securities 1
Cost of Capital Schedule. Cases on Valuation of Securities 3

Cases and Exercises Cost of Capital 1

• Unilever limited: Transforming the finance Cases on Cost of Capital 2

function
Recent Developments 1
• Indian Financial System: A young
entrepreneur’s dilemma Total 30

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 Organizational Behavior

Course Code : SL HR 501 Sessions : 30

Credit : 3 Semester : I

Objective
To provide a strong conceptual framework for the study, understanding, and application of
organization behavior and to apply behavioral techniques to manage human resources in a better
manner.

REFERENCE BOOKS AUTHOR/PUBLICATION

Organizational Behavior ICMR
Organizational Behavior, 10e Stephen P Robbins - Prentice-Hall, India

Organizational Behaviour (new edition) Ashwatappa .K – Himalaya Publications

Organizational Behavior, 8e Fred Luthans - Tata McGraw-Hill

Human Relations and Organizational Behavior R S Dwivedi - MacMillan India Ltd

Management of Organizational Behavior Paul Hersey & Kenneth H Blanchard -

Prentice-Hall

Detailed Syllabus Measuring job satisfaction – The effect of job

satisfaction on employee performance.
Management Thought and OB: Definition of
Management, Approaches to Management: Perception: Factors Influencing Perception -
Classical,Behavioral, Quantitative. Management Perceptual Selectivity – rational decision
Principles of Taylor, Weber, Fayol; Hawthorne making model, bounded rationality, Linkage
Studies, fields contributing to OB, Managers’ between Perception and Individual Decision
roles and functions, OB in the context of Making – ethics in decision making.
globalization, workforce diversity.
Personality: The Meaning of Personality -
Individual Learning and Behavior: Definition Personality Determinants - Personality Traits -
of Learning, Theoretical process of learning, The big five model, emotional labor.
application of the learning theories for behavior
Emotional Intelligence – Definition – self
modification.
awareness, self regulation, social skills, social
Attitudes, Values and Job Satisfaction: The awareness.
Nature and Dimensions of Attitudes:
Motivation: Meaning of Motivation – Primary,
Components of Attitude – Sources and types –
General Motives and Secondary Motives -
Cognitive dissonance theory – Values –

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Motivation and Productivity – Content and Stressors – Group Stressors – Individual
process theories of Motivation. Stressors - Coping Strategy for Stress.

Group and Teams: Types of Groups - Stages Organizational Structure: Understanding

of Group Development: The Five-Stage Model, Organizational Structure - Centralization,
The Punctuated Equilibrium Model - The Decentralization, Flat and Tall Structures,
Dynamics of Informal Groups: Norms and Departmentalization, Behavioral Implications of
Roles in Informal Groups - Nature, Significance different organizational designs.
and Management of Informal Organizations -
Organizational Culture: Meaning, creating
Dynamics of Formal Work Groups - Teams in
and sustaining culture, culture as a liability,
the Modern Workplace - Teams vs Groups -
employee acculturation process, countries and
Types of Teams - Quality Circles. Group
culture, organizational climate.
decision-making.
Organizational Change: Forces for Change -
Communication: Role of Communication -
Managing Planned Changes - Resistance to
Objectives, Barriers & Effective
Change - Approaches to Managing
Communication -Communication Processes:
Organizational Change – technology and change
Types of communication - Interactive
- Organizational Development –concept and
Communication in Organizations – Cross
action research.
cultural communication.

Leadership: Understanding Leadership - Cases

Leadership Theories - Trait Theories -
• Employee Satisfaction: An Outcome of a
Behavioral Theories - Contingency Theories -
Motivated Workforce
Leadership Styles - Leadership Skills -
Determinants of Leadership – Challenges to • Needs Drive Performance
leaderships in virtual teams.
• The Lumen and Absorb Teams at
Level 5 Leadership-Difference between a Crutchfield Chemical Engineering
Leader and a Manager
• Southwest Airlines Act II: An Airline in
Power, Authority & Politics: Definitions of Trouble?
Power - Distinction Between Power and
Authority - Bases of Power - Power Structure • People Matters in Sales Force Management
and Blocks – impression management – • HR Restructuring at Lucent Technologies
political behavior in organizations.
• Remaking JCPenney’s Organizational
Conflict & Collaboration: Sources of Conflict Culture
- Intra-individual Conflict - Interpersonal
Conflict - Intergroup Behavior and Conflict - • Whole Foods Market’s Unique Work
Organizational Conflict - Negotiations - Culture and Practices
Approaches to Conflict Management –
(Source: Case Studies in Management Volume
Collaboration.
V)
Stress Management: Causes of Stress –
Organizational and Extra Organizational

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Suggested Schedule of
Sessions
No. of No. of
Topic Topic
Sessions Sessions
Management Thought and OB 2 Communication 2
Individual Behavior 2 Leadership 2
Attitudes, Values and Job 2 Power, Authority and Politics 2
Satisfaction
Conflict and Collaboration 2
Perception 2
Stress Management 2
Personality 2
Organizational Structure 2
Emotional Intelligence 1
Organizational Culture 1
Motivation 2
Organizational Change 2
Group and Teams 2
Total 30

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 Managerial Economics

Course Code : SL EC 501 Sessions : 30

Credit : 3 Semester : I

Objective
To provide basic theories and analysis of the behavior of various economic agents (individuals and
firms). Further, the course also aims at providing an appreciation of application of various
microeconomic theories and concepts in managerial decision-making.
REFERENCE BOOKS AUTHOR / PUBLICATION
Microeconomics ICFAI
Managerial Economics Mark Hircshey, 10e, Thomson
Managerial Economics William F. Samuelson, Stephen G. Mark, 5e,
John Wiley &Sons.
Managerial Economics Analysis, Problem, Cases Truett + Truett, 8e, Wiley
Managerial Economics in Global Economy Dominick Salvtor, 4e, Thomson
Microeconomics Dr V Panduranga Rao - IBS Publication
Economics, 17e Paul A Samuelson & William D Nordhaus -
McGraw-Hill, 2001
Managerial Economics Craig Peterson and Lewis, Tata McGraw Hill
publication, New Delhi,

Detailed Syllabus Equilibrium with Supply and Demand curves,

Effect of a Shift in Supply or Demand,
Introduction to Economics: Scarcity and
Interpreting changes in Price and Quantity,
Efficiency. The three problems of economic
Simultaneous Shifts of Supply and Demand,
organization, Market, Command, and Mixed
Rationing by Prices. Applying Supply and
Economies, The Market Mechanism, How
Demand – Impact of a Tax on Price and
Markets solve the three Economic problems?
Quantity, Prices Fixed by Law – Minimum
The Invisible Hand and Perfect Competition.
Floors and Maximum Ceilings.
The economic role of government. General and
partial Equilibrium, Nature and scope of Consumer Behavior: Choice and Utility
Managerial Economics. Theory, Marginal Utility and the Law of
Diminishing Marginal Utility, Equilibrium
Supply and Demand Analysis: The Demand
Condition – Equal Marginal utilities per rupee
schedule, the Demand curve, Demand shifts,
for Every Good. An Alternative Approach –
Elasticity of Demand – price Elasticity of
Substitution Effect and Income Effect,
Demand, Calculating Elasticities, Elasticity and
Substitutes and Complements, Derivation of
Revenue, Income Elasticity of Demand, Cross
Market Demand, The Paradox of Value,
Elasticity of Demand.
Consumer Surplus, Applications of Consumer
Analysis of supply – The Supply Schedule, The Surplus. The Indifference Curve Analysis-
Supply Curve, Behind the Supply Curve, Shifts Indifference Curve, Budget Line or Budget
in supply, Price Elasticity of Supply. Constraint, The Equilibrium Position of
Equilibrium of Supply and Demand – tangency, Changes in Income and price, Price

17
effect, Substitution effect, Income effect, Cases and Exercises
deriving the Demand Curve. Demand
Forecasting • Singapore: Past Perfect, Future Tense?
Production and Cost analysis: • Suzlon: Powering a Greener Tomorrow

Production analysis: Basic concepts, The • Long Lines, Lost Profits: China’s
Production Function, Total, Average, and Regulated Fuels Market
Marginal product, The Law of Diminishing • Microsoft Antitrust Case
Returns, Returns to scale, Short run and Long
• Lev Leviev vs. De Beers
run, Technological change, The Law of
diminishing marginal product, Least cost factor • Domestic Airlines in India: Leveraging
combination for a given output, Expansion path Price
Analysis of Costs: Cost concepts, the link • Transfer Pricing
between production and costs, Short run and
long run cost curves. Economies of scale and (Source: Case Studies in Management Volume
scope. Relevant Costs and Benefits, Break Even VI)
Analysis and plant sizing.
Suggested Schedule of Sessions
Market Structure analysis and estimation:
Perfect Competition: Characteristics of a No. of
Topic
Perfectly Competitive Market, Supply and Sessions
Demand in Perfect Competition, Short Run Introduction to Economics 2
Equilibrium of the Competitive Firm, Long Run Case on the economic role of 1
Equilibrium of the Competitive Firm, Efficiency Government
of Competitive Markets, Effects of Taxes on
Price and Output Supply and Demand Analysis 3
Monopoly: Monopoly - short run and long run Consumer Behavior 3
equilibrium Price Discrimination, Types of Production Analysis 2
Price Discrimination, Natural Monopolies
Analysis of Costs: Cost Concepts, the 2
Imperfect Competition: Imperfect link between Production & Cost
Competition, Demand Curve, Monopolistic
Competition, Product Differentiation - Types of Analysis of Costs: Short run & long 2
Product Differentiation – Oligopoly, Kinked run cost curves, Economics of scales
Demand Curve , Cartel Formation, Market- scope, Relevant costs and benefits,
Sharing Cartels, Price Leadership, Price Break cum analysis and plant sizing
Leadership by a low-cost firm, Price Leadership Perfect Competition 3
by dominant firm, Barometric Price leadership.
Monopoly 2
Pricing Practices: Markup Pricing, Markup Monopolistic Competition 1
Pricing and profit maximization, Price
Discrimination, Cyclical pricing, Multiple-Unit Oligopoly 2
Pricing Strategies, Multiple-Product Pricing, Cases on Imperfect Competition 2
Joint Product Pricing, Transfer Pricing, Riddles
in Pricing Practices. Pricing Practices 2

Decisions under conditions of Risk and Case on Pricing practices, Price 1

uncertainty – Game Theory control and transfer pricing

Current Developments Decisions under conditions of Risk 2

and uncertainty –Game Theory
An introduction to asymmetric information;
Moral hazards Total 30

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 Information Systems for Managers

Course Code : SL IT 501 Sessions : 30

Credit : 3 Semester : I

Course Objectives:
To provide basic concepts of information systems and their relevance in business environment. To
develop proficiency in solving business problems using personal productivity tools.
Learning Outcomes:
At the end of the course, the student will be able to:
1. Demonstrate the understanding of basic concepts of information systems in networked business
environment.
2. Analyze and classify information systems and their impact on business decision making at various
levels and across functional areas in the organizations.
3. Apply database principles, in designing and developing information systems using MS-Access.
4. Identify and understand different enterprise applications like ERP, SCM, CRM and their
integration for gaining competitive advantage.
5. Demonstrate and develop proficiency in building relational database application system.
6. Discuss the importance of information security and the latest trends in the digital era.

TEXT BOOKS AUTHOR / PUBLICATION

Textbook - Management Information Systems Brien, James A O’. McGraw-Hill/Irwin - 2003
Introduction to information systems- supporting Turban and Potter, Wiley Indian Student Edition
and transforming business
Advanced Cases in MIS Brady, J.A / Mark, EF. Course Technology -
2000
Information Technology for Management Lucas, Henry C Jr. Tata McGraw Hill
MIS: Managing the Digital Firm Lauden , K.C. / Lauden, J.P. Prentice Hall
Modern Database Management Jeffrey Hoffer , Mary Prescott, Prentice Hall
Microsoft Access ™ 2007 Plain and Simple Frye, Curtis. Microsoft Press – 2007 (Plain and
Simple Series)
Enterprise Resource Planning Mary Sumner. Pearson Education, LPE.
ERP Demystified Latest Edition, Alexis Leon, Wiley Publications
Concepts in Enterprise Resource Planning Brady, Monk and Wagner – Thomson Learning
Supply Chain Management Sunil Chopra and Peter Meindl, Prentice Hall
Database Systems - Concepts 6th Edition, Henry F Korth, McGraw Hill

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Detailed Syllabus Supply Chain Applications

Information System (IS) Concepts: CRM Applications.

Understanding Data and Information, Business IS Security: IS security, IS vulnerability and
as a System, Business Process, What is computer/cyber crime, protecting information
Information System, Classification of IS in systems.
organization, Attributes of Information Quality.
Current developments: E-Business, Cloud
Intranet, extranet, internet, worldwide web. Computing, Big Data, Wireless Sensor
Introduction to Organizational Systems: Networks, Data Warehousing, Data Mining,
Transaction Processing System (TPS), Green Computing.
Management Information System (MIS) – role
in organizational development-Executive Suggested Schedule of Sessions
Information System (EIS), Decision Support
System (DSS), Expert System (ES). No. of
Topic
Sessions
Information Systems Development:
Concepts: SDLC (Systems Development Life Information System (IS) Concepts 2
Cycle), Waterfall, Prototyping, RAD, JAD,
Introduction to organizational
Agile, SCRUM
systems 2
Database Management: Basic concepts, Data
Models, Advantages of Database Approach, Information Systems Development 2
Overview of E-R Modeling, Data Flow
Database Management 4
Modeling, Entity, Attributes, Relationships,
Keys, Normalization, Basic Normal Forms MS-Access 8
(restricted up to 3 NF), overview of SQL.
Enterprise Applications 2
MS-Access: Database design process, building
Databases with MS-Access- Implementation Supply Chain Applications 2
and Presentation of MIS - Forms, Queries and
Reports. CRM Applications 2

Enterprise Applications: Process view of the IS Security 2

organization, Problems of functional division,
Operational advantage of enterprise wide Current developments 2
applications
Mid-term (to be held after 14-16
Enterprise Resource Planning (ERP), sessions) 2
Overview of Finance & Accounting,
Manufacturing, Sales & Distribution, HR Total 30
modules.

20
 Accounting for Managers

Course Code : SL AC 501 Sessions : 30

Credit : 3 Semester : I

AIM
To provide the understanding of corporate financial reporting system and cost concepts.

Learning Outcomes
• Demonstrate understanding of concepts relevant to financial statement analysis.
• Demonstrate ability to analyze, diagnose and interpret financial health of companies.
• Enable to evaluate, report and present effectively financial results of companies.
• Comprehend financial statements and rectify errors in financial information.
• Understand different cost concepts & prepare Cost sheet.
• Demonstrate knowledge of contemporary topics in the area of Accounting.

TEXT BOOK AUTHOR / PUBLICATION

Financial Accounting- A Managerial Perspective Prof. R. Narayanswamy – Prentice Hall of India
(Latest Edition)
REFERENCE BOOKS AUTHOR / PUBLICATION
12e Anthony, Hawkins & Merchant, TMH,
Accounting : Text and Cases
Special Indian Edition
Financial Accounting for Management (An Gupta, Ambrish. Pearson Education - 2005
Analytical Perspective)
Modern Accountancy Mukherjee, Amitabha/Hanif, Mohammed. Tata
Mc Graw Hill
Cost and Management accounting Ravi M Kishore – Taxmann

Cost Accounting – 8th edition Jawaharlal – Tata McGraw Hill

Financial Accounting N Dhamija

Detailed Syllabus financial Accounting – conventions of

accounting – stages of preparing accounting
Introduction to Financial accounting:
statements – from input to output – users of
Distinction among financial accounting, cost financial statements- advantages of accounting –
accounting and Management accounting – Generally Accepted Accounting Principles
Evolution of Accounting – basic concepts of

21
Understanding Financial Statement: Nature Variables in Financial Statements - Ratio
and objectives of Financial Statements, Uses of Analysis –Liquidity, Profitability and Leverage
Financial Statements, form and content of - Du-Pont Analysis – Problems Encountered in
Financial Statements, users of Financial Financial Statement Analysis.
Statements
Cases and Exercises
Financial Reporting and Regulations:
• Maruti Udyog’s Accounting
Introduction to USGAAP, Introduction to
International Accounting Standards, Indian • Aig: The Accounting Scandal Unfourts
Accounting Standards, Applicability of Various • Fannie Mae: The US Mortgage Giant’s
Standards, Comparison and Harmonization, accounting Controversies
IFRS • Annual report of select company(Latest )
Financial Statements of Limited Companies: • Faculty will identify appropriate cases on
Format and Content of Profit and Loss Account Window Dressing
- Requirements of the Companies Act for the
Presentation of the Companies Profit and Loss Suggested Schedule of Sessions
Account - Treatment of Special Items Relating
to Companies Final Accounts - Requirements of No. of
Topic
Appropriation of Profits by the Company - Sessions
Format and Content of the Balance Sheet Introduction to Financial Accounting 1
Cash Flow: Statement of Cash Flows - Purpose Understanding Financial Statement 3
of the Statement of Cash Flow - Content and
Format of the Statement of Cash Flow - Financial Reporting and Regulations 4
Preparation of Cash Flow Statement -
Financial Statements of Limited 7
Usefulness of the Statement of Cash Flow Companies
Annual Report: Contents of Annual Report – Cash Flow 6
Director’s report – Auditor’s report - Financial
Statements and notes thereon – Other Annual Reports 2
information.
Limitations of Financial Statements 2
Limitations of Financial Statements and and Window Dressing
Window Dressing: Critical Review of
Financial Statement Analysis 5
Financial Statements - Effects of Abnormal
Items and Changes in Accounting Policies, Total 30
Creative Accounting.
Pre-requisites: Knowledge of Fundamental
Financial Statement Analysis: Financial principles, concepts & the mechanics of
Statements – Understanding the Features of Financial Accounting

22
 Business Communication

Course Code : SL MS 501 Sessions : 30

Credit : 3 Semester : I

Objective
The objective of this course is to enhance the student’s business communication skills, which include
presentations, business reports, CVs and applications, memoranda, business claims, business
proposals, agenda and minutes of meeting.

REFERENCE BOOK AUTHOR/PUBLICATION

Presentation and Reading Skills IBS Publication
Business Vocabulary IBS Publication
Business Correspondence IBS Publication
Report Writing IBS Publication
Business Communication Raymond Lesikar and John Pettit – Irwin/ AITBS
Books, Delhi
Business Communication Today Courtland L. Bovee, John V. Thill and Barbara E.
Schatzman – Pearson Education Asia.
Professional Communication Aruna Koneru – Tata McGraw-Hill Publishing
Company Ltd., New Delhi
Business Vocabulary in Use Bill Mascull – Cambridge University Press

Detailed Syllabus Suggested Allotment of Sessions

Business Correspondence: Principles of Topic Sessions
Effective Writing; Letter Writing; CVs and Principles of Effective Writing 2
Applications; Memoranda; Business Claims and
Responses; Business Proposals; Meetings, Business Correspondence
Agenda and Minutes. ▪ Memoranda 1
▪
Report Writing: Process, Structure and Layout. Agenda and Minutes of Meeting 2
▪ Business Proposals 3
Presentation Skills: Planning, Structure and ▪
Claims and responses to claims 3
Delivery.
▪ CVs and Applications 3
Telephone & E-mail Etiquette: Basics of Report Writing 4
Telephone and E-mail Etiquette.
Presentation Skills 7
Cross-Cultural Communication: Cross- Telephone and E mail Etiquette 2
cultural issues which affect Communication
Cross-Cultural Communication 2
across different Cultures.
Counselor’s Interaction 1
Counselor’s Interaction: Overview of the
Total 30
Counseling services in IBS.

23
 Advanced Financial Management

Course Code : SL FI 502 Sessions : 30

Credit : 3 Semester : II

Aim
Develop a framework to evaluate key decision in respect of capital structure, dividend policy,
working capital management and decision involving alternate choices.

TEXT BOOK AUTHOR / PUBLICATION

Financial Management: Theory and Practice, Chandra Prasanna, Tata McGraw-Hill - 2004
Latest Edition
REFERENCE BOOKS AUTHOR / PUBLICATION
Corporate Finance Ross Westerfield Jaffe- TMH
th
Financial Management and Policy, 12 e James C Van Horne. Prentice-Hall, India
Financial Management : Text & Problems Khan M.Y / Jain, P.K. Tata McGraw-Hill - 2004
Financial Management , 7th e Ravi M. Kishore. Taxmann's - 2009
Cost Accounting 2ed (Paperback) Jawahar Lal- Tata McGraw-Hill

Detailed Syllabus Capital Structure - Variations in Capital

Structures, EBIT / EPS Analysis and ROI /
Financial Forecasting: Sales Forecast -
ROE Analysis
Preparation of Pro-Forma Income Statement
and Balance Sheet - Growth and External Funds Dividend Policy: Traditional Position - Walter
Requirement - EFR Model - Gordon Model - Miller-Modigliani
Leverage: Measuring and analyzing the Position - and Rational Expectations Model.
implications of Leverage - Operating Leverage,
Basics of Capital Expenditure Decisions: The
Financial Leverage and Total Leverage.
Process of Capital Budgeting - Basic Principles
Capital Structure Theories: Net Income in Estimating Cost and Benefits of Investments -
Approach - Net Operating Income Approach - Appraisal Criteria: Discounted and Non-
Traditional Approach - Modigliani-Miller Discounted Methods (Pay-Back Period -
Model (MM), Miller Model - Criticisms of MM Average rate of return - Net Present Value -
and Miller Models - Financial Distress &
Benefit Cost Ratio - Internal Rate of Return)
Agency Cost - Asymmetric Information Theory.
Analysis of Project Cash Flows: Cash Flow
Capital Structure Policy: Business &
Estimation - Identifying the Relevant Cash
Financial Risk - A Total Risk Perspective -
Flows - Cash Flow Analysis - Replacement,
Business & Financial Risk - A Market Risk
Cash Flow Estimation Bias - Evaluating
Perspective -Determinants of Capital Structure
Projects with Unequal Life
Decision -Approach to Estimating the Target

24
Estimation of Working Capital Needs: • Women led family owned business: Capital
Objectives of Working Capital (Conservative vs
Aggressive Policies), Static vs Dynamic View • Structure of Balajitelefilms limited.
of Working Capital - Factors Affecting the • Dr. Reddy’s Laboratories: Financial
Composition of Working Capital Independence Forecosting
among Components of Working Capital -
Operating Cycle Approach to Working Capital. • Source : CDC

Inventory Management: Nature of Inventory Suggested Schedule of Sessions

and its Role in Working Capital - Purpose of
No. of
Inventories - Types and Costs of Inventory - Topic
Sessions
Inventory Management Techniques - Pricing of
Investments - Inventory Planning and Control. Financial Forecasting 2
Leverage 2
Receivables Management: Purpose of
Receivables - Cost of Maintaining Receivables - Capital Structure- Theories and 2
Credit Policy Variables (Credit Standard, Credit policy
Period, Cash Discount, Collection Program), Cases on Capital Structure Theories 2
Credit Evaluation - and Monitoring and Capital Structure Policy
Receivables. Dividend Policy 2
Financing Current Assets: Behaviours of Cases on Dividend Policy 1
Current Assets and Pattern of Financing - Basics of Capital Expenditure 3
Accruals - Trade Credit - Provisions - Short- Decisions
Term Bank Finance - Factoring Analysis of Project Cash Flows 2
Treasury Management and Control: Cash Estimation of Working Capital 3
Management - Meaning of Cash - Need for and Needs (including case discussion)
Objectives of Cash Management - Cash Inventory Management 3
Forecasting and Budgets - Cash Reports - and Receivables Management 2
Efficient Cash Management.
Cases on Working Capital 2
Cases and Exercises Management, Inventory
Management and Receivables
• Hero Honda’s Dividend Policy Management
• Intel: Managing Working Capital Financing Current Assets 2
(including case discussion)
• Dressen (Abridged) (A)
Treasury Management And Control 2
• The Fall of United Western Bank (including case discussion)
Total 30
• DLF Ltd: Working Capital Analysis

25
 Advanced Marketing Management

Course Code : SL MM 502 Sessions : 30

Credit : 3 Semester : II

Objective
• Introduce marketing tools and frameworks to address problems of practice in marketing with
emphasis on competition and strategic considerations

• To familiarize students on Digital marketing, CRM, Marketing analytics, rural markets, global
marketing and emerging trends in marketing

TEXT BOOK FOR DISTRIBUTION AUTHOR / PUBLICATION

Marketing Management - A South Asian Philip Kotler, Kevin Lane Keller, Abraham
th
Perspective, 14 Edition,2013 Koshy and Mithileshwar Jha, Pearson Prentice
Hall
REFERENCE BOOKS AUTHOR / PUBLICATION

Principles of Marketing– A South Asian Philip Kotler, Gary Armstrong, Prafulla Y.

th
Perspective, 13 Edition Agnihotri and Ehsan ul Haque, Pearson Prentice
Hall
Paul Baines, Chris Fill, Kelly Page, Piyush K
Marketing – Asian Edition, 2013
Sinha, Oxford University Press
Social Media Marketing Tracy Tuten, Michael Solomon
Understanding Digital Marketing Damian Ryan and Calvin Jones
The Rural Marketing - Pradeep Kashyap and Siddharth Raut

This syllabus is broadly mapped to the text book mentioned above. Chapter numbers are
indicated against the topics.

Detailed Syllabus Marketing Analytics: Identifying Marketing

Information Needs – Customer databases and
Capturing Customer Value: Capturing Value
Developing a Marketing Information System-
from Customers, CRM, customer Satisfaction &
Data mining, Marketing Research, Analyzing
Retention Customer Life Time Value, and Using Marketing Information for
(Chapter 4) Forecasting, On–line Research, Impact of Big
Creating Competitive advantage. And Data (Chapter 3)
Competitive Strategies ; Competitor Analysis, Social media, Online, Digital and Direct
Competitive Strategies, Balancing Customer Marketing: Growth and Benefits of
and Competitor Orientations (Chapter 8) eCommerce; Social media and Direct

26
Marketing, Forms of Direct Marketing, Online Marketing Trends - Experiential Marketing,,
Marketing, Digital Marketing (First Half of Ambush marketing Buzz marketing, Viral
Chapter 18) Marketing any other latest trends. (Chapter 18,
also refer chapter 19 Marketing –Asian edition
Business Markets and Business Buyer
Paul Baines, Chris Fill, Kelly Page )
Behavior : Buying Unit, Buying Situations,
Buying Process and Influences, Role of e-Hubs, Faculty can discuss other contemporary case
e-Procurement, Government and Institutional as suggested by CDC before the start of the
Markets (Chapter 6) Semester.

Global Marketing: Global Marketing Suggested Schedule of Sessions

Environment, Global Marketing Decisions,
Global Marketing Organization and Program No. of
Topic
(Chapter 20) Sessions

Rural Marketing: BOP, Characteristics of rural Capturing customer value, 2

Customer Databases, Customer
economy; Differences between rural urban and Satisfaction, LTV & CRM
rurban consumers, Potential in catering to rural
consumers Markets (appendix 3 of Creating Competitive advantage., 4
Competitive Strategies
Kotler’s Principles of Marketing 13th edition)
Marketing Analytics(Historical 4
Social (Not-For-Profit) marketing: Key and Predictive),Market Forecasting
characteristics, multiple stake holders, Digital Media Marketing/On 4
transparency, customer perceptions types of not- line/Social
for-profit organizations (refer chapter 17
Business-to- Business 2
Marketing –Asian edition Paul Baines, Chris
Fill, Kelly Page) Global Marketing 2
Rural Marketing 2
Sustainable Marketing, Social Responsibility
and Ethics: Consumer Protection – Why and Social (Not – for -Profit) 1
Marketing
how, Social Responsibility of Marketing,
Consumer and Business Actions towards Ethics in Marketing/Sustainability/ 2
Sustainable Marketing, (Chapter 21) CSR
Developing Marketing Plan - 2
Marketing Plan – Budgets and Controls
(Sonic Marketing Plan in appendix AI, Marketing Trends 3
Appendix 1 in Kotler’s Principles of Marketing Guest Lecture 2
13th edition) Total 30

27
 Operations Management

Course Code : SL OP 502 Sessions : 30

Credit : 3 Semester : II

Objective
To help students understand, appreciate and apply concepts and contemporary practices of managing
operations in manufacturing and services sectors in the prevalent business environment.

REFERENCE BOOKS AUTHOR / PUBLICATION

Operations Management ICMR
Operations Management for Competitive Richard B Chase, Nicholas J Aquilano, F
Advantage, 11e Roberts Jacobs & Nitin K Agarwal Tata
McGraw Hill, New Delhi. 2007
Operations Management – An Integrated Goods James R Evans & David A. Collier, Thomson
and Services Approach, Indian Edition South-Western 2007
Operations Management Strategy and Analysis, Lee J Krajweski and Larry P Ritzman.Person
6e Education.Delhi.2002.
Operations Management Norman Gaither and Greg Fraizer. Thomson
(Southwestern), 2002
Operations Management, 4e Russel and Taylor

Detailed Syllabus Manufacture and Assembly, Measuring Product

Development Performance
Introduction: The Field of Operations
Management, Production Systems, OM in the Manufacturing Process Selection and Design:
Organizational Chart, Operations as Service, Process Selection – Types of Processes, Process
Historical Development of OM, Current Issues Flow Structure, Product-Process Matrix
in Operations Management. Service Process Selection and Design: The
Operations Strategy and Competitiveness: Nature of Services, an Operational
Operations Strategy, Operations Competitive Classification of Service, Applying Behavioral
Dimensions, The Corporate Strategy Design Science to Service Encounters, Designing
Process, Strategic Fit-Fitting Operational Service Organizations, Structuring the Service
Activities to Strategy, Productivity Encounter, Service-System Design Matrix,
Measurement. Service Blueprinting and Fail-Safing
Process Analysis: Process Analysis, Process Facility Location: Plant location methods-
Flowcharting, Types of Processes, Measuring Factor rating, Transportation Method (only
Process Performance, Process Analysis- formulation), Centroid method, Locating service
Examples, Process Throughput Time Reduction facilities
Product Design: Designing for the Customer – Facility Layout: Basic Production Layout
Quality Function Deployment, Value Analysis, Formats, Process Layout (CRAFT) Product
value Engineering, Designing Products for Layout (Assembly Line Balancing), Group

28
Technology (Cellular) Layout, Fixed-Position • The Making of Xbox 360
Layout, Retail Service Layout, Office Layout.
• Forefront Manufacturing: Production
Waiting Line Management: Economics of Processes and Change Management in
Waiting Line Problem, The Queuing System, Mainland China
waiting line methods (MM1 Model in detail) • The Delhi Metro Project: Effective Project
Strategic Capacity Management: Capacity Management in the Indian Public Sector
Management in Operations, Capacity Planning • Quality and Safety Practices at Lego
Concepts, Capacity Planning, Planning Service
• Six Sigma at Motorola
Capacity
• Taiichi Ohno and the Toyota Production
Aggregate Sales and Operations Planning: System
Overview of Sales and Operations Planning
Activities, The Aggregate Operations Plan, • Zara’s Supply Chain Management Practices
Aggregate Planning Techniques
(Source: Case Studies in Management Volume
Inventory Control: Definition of Inventory, VIII)
Purposes of Inventory, Inventory Costs,
Independent versus Dependent Demand, Suggested Schedule of Sessions
Inventory Systems, Fixed -Order Quantity
Models, Fixed-Time Period Models, Selective No. of
Topic
Control, including ABC, VED Classifications, Sessions
Optional Replenishment System, 2-Bin system Introduction 1
Materials Requirement Planning: Where Operations Strategy and 2
MRP Can Be Used, Master Production Competitiveness
Schedule, Material Requirements Planning
Process Analysis 1
System Structure, MRP Examples
Product Design 1
Supply Chain Strategy: Supply Chain Drivers,
Supply Chain Strategy, Measuring Supply Manufacturing Process Selection 1
Chain Performance, Push Strategy/Pull and Design
Strategy/Push-Pull Strategy, Bullwhip Effect, Service Process Selection and 2
Outsourcing, Design for Logistics, Global Design
Sourcing, Mass Customization.
Facility Location 1
Total Quality Management: Evolution of Facility Layout 2
TQM: Quality Specification and Quality Costs,
Six-Sigma Quality, The Shingo System: Fail- Waiting Line Management 1
Safe, ISO 9000, ISO 14000 Strategic Capacity Management 1
Just-In-Time and Lean Systems: JIT/Lean Aggregate Sales and Operations 2
Logic, The Toyota Production System, Planning
Elimination of waste, Value Stream Mapping, Inventory Control 2
JIT/Lean Implementation Requirements,
Materials Requirement Planning 2
JIT/Lean in Services
Supply Chain Strategy 2
Project Management: Introduction,
Structuring Projects, Work Breakdown Total Quality Management: 2
Structure, Network-Planning Models, Time Cost Just-In-Time and Lean Systems 2
Models, Managing Resources Project Management 2
Cases and Exercises Case Discussions 3
• Mass Customization: The BMW Way Total 30

29
 Human Resource Management

Course Code : SL HR 502 Sessions : 30

Credit : 3 Semester : II

Objective
To help students understand, appreciate and analyze work force at the managerial and non-managerial
levels. The course also facilitates learning of various concepts, new trends and skills required for Planning,
managing and development of human resources for organizational effectiveness.

REFERENCE BOOKS AUTHOR / PUBLICATION

Human Resource Management ICMR
Personnel/Human Resource Management David A Decenzo & Stephen P Robbins -
Prentice-Hall, India
Human Resource Management Gary Dessler, Prentice-Hall, India
Human Resource Management Michael R Camell, Nobert F Elbert &
Robert D Hatfield - Prentice-Hall
Managing Human Resources Bohlander & Snell, Thomson
Human Resource Management, 7e John M Ivancevich – TMH
Managing Human Resources, 5e Wayne F Cascio – TMH
Cases & Exercises in Human Resource George E Stevens - Irwin/McGraw-Hill, 1996
Management, 6e
Human Resource Management Micheal Armstrong – Kogan Page
Human Resources and Personnel Management- K Aswathappa – Tata Mcgraw-Hills
Text and Cases
The Brave New World of eHR – Human Edited by Hal G. Guental and Dianna L Stone;
Resource Management in the Digital Age (2006) San Francisco : Jossey Bass
Human Resource Management (2006) Jyothi, P and Venkatesh, D.N. Oxford:
Oxford University Press
HRM Raymond A Noe, John R Hollenbeck, Barry
Gerhart, & PM Wright,

Detailed Syllabus Human Resource Management at Work:

Line Vs Staff Authority – Structure and
Introduction to HRM: Role of HR Executives- Organizational Chart of HR Department.
HRM Functions– Challenges of Human
Globalization and its impact on HR- IT Systems
Resource Management–New Challenges for HR
Executives. and HR.

30
Job Analysis and Design: Concept of Job Managing Careers: Concept – Career stages -
Analysis and Design, Role analysis –Methods of Career Anchors – Career Development Cycle –
Job analysis - Job Description - Job Benefits of career planning to individual as well
Specification – Modern Management as organization - Internal mobility: promotions,
Techniques: Job rotation – job enlargement – transfers, Separation and Succession planning,
Job enrichment. downshifting.

Managing the dejobbed world, Competency Compensation Management: Objectives -

mapping. Methods of Job evaluation – Factors
determining compensation and pay rates –
Human Resource Planning (HRP): Definition Current trends in compensation- Pricing
– Need and Importance of HRP- Process of managerial and professional jobs. Minimum
HRP–Levels and Types of HRP – Forecasting wages Act, Types of pay structures.
Demand for employees- Forecasting supply for
employees-Balancing supply and demand Wage and Salary Administration - Nature and
considerations- HRP Model, Rightsizing. Purpose Minimum Wage, Fair Wage, Living
Wage - Basic Kinds of Wage Plans - Elements
Recruitment and Selection Process: of a Good Wage Plan, Rewards and Incentives -
Definition and concept of Recruitment - Factors Short-term Plans - Long-term Wage Incentive
Affecting Recruitment – Sources of Plans - Requisite Guidelines for Effective
recruitment– Information technology and HR Incentive Plans - Non-monetary Incentives -
recruiting on the net (e-Recruitment) -Methods Employee Stock Ownership Plans, Payment of
and Techniques of recruitment Selection Bonus Act, Payment of Gratuity Act.
Process- Person Job Fit - Person Organization
Fit –Elements of Selection Process - Steps in the Employee Relations and Collective
Selection Procedure – Various types of Tests – Bargaining: Concept and purpose Industrial
Selection Interview: Methods and Process Relations - Collective Bargaining - Types –
(including reference check and medical Process - Pre-requisites - Issues Involved -
examination) - Placement and induction- Worker Participation in Management, Trade
Competency testing systems . Unions, Trade Union Act, Industrial Disputes
Act, Factories Act, Workmen’s Compensation
Performance and Potential Appraisal: Act.
Concept of performance management and
performance appraisal - Objectives of Grievance Handling: Definition of Grievance -
Performance Appraisal - The Appraisal Process Causes/Sources of Grievances - Grievance
- Traditional Methods and Modern Methods of Redressal Machinery - Model Grievance
Appraisal, (including MBO, 360 degree, Procedure Legislative Aspects of the Grievance
Assessment Centre, Balance Scorecard, etc) – Redressal Procedure in India. Domestic enquiry,
Appraisers: Manager / supervisor, Self, Discipline and disciplinary actions – Dismissal
Subordinate, Peer, Team and Customer-Pitfalls and Discharge of an employee-Trade Unions.
in Performance Appraisal – Potential appraisal.
Quality of Work Life – Emerging Trends:
Employee Training and Management The Concept of Quality of Work Life (QWL) -
Development: Importance and objectives - Strategies for Improving QWL, Family
Distinction between Training and Development integration processes.
– Principles of Learning – e-Learning,
Competency Mapping – Assessment Center, Emerging (Recent) Trends in Human
Types of training and development – Training Resource Management: Talent Management -
need analysis - Systematic approach to Training PCMM- Entrepreneurship (Intrapreneurship),
and Development – Evaluation of Training. QWL, E-HRM, GHRM, QHRM.

31
Cases No. of
Topic
Sessions
• Starbucks’ Human Resource Management
Policies and the Growth Challenge Human Resource Planning 2
(including case discussion)
• Human Resource Management: Best
Practices in Infosys Technologies Recruitment & Selection (including 2
case discussion)
• Recruitment and Selection
Test, Interviews, Placement and 2
• Employee Training and Development at Induction (including case discussion)
Motorola
Performance and Potential appraisal 2
• Leadership Development at Goldman Sachs (including case discussion)
• Disney: Succession Problems in the Magic Employee Training and Management 2
Kingdom? Development
• ‘Employees First, Customers Second’: Managing Careers (including case 2
Wegmans’ Work Culture discussion)
• Genentech’s Work Culture and Practices Compensation Management 2

• Racial Discrimination at FedEx Corporation Wage and Salary Administration 2

Rewards and Incentives
• Diversity and Talent Management Practices
at IBM Employee relations and collective 2
Bargaining (including case
(Source: Case Studies in Management Volume discussion)
VII)
Grievance Handling 2
Suggested Schedule of Sessions (including case discussion)
Discipline and Disciplinary Action 1
No. of
Topic
Sessions Quality of work life 1
Introduction to HRM & HRM at 3 Emerging trends in HRM 3
Work (including case discussion)
Total 30
Job analysis and design 2

32
 Macroeconomics & Business Environment

Course Code : SL EC 502 Sessions : 30

Credit : 3 Semester : II

Objective
To help students understand the economic environment and to draw meaningful conclusions from
economic analysis and events. This would help in the decision-making and strategy formulation in
the present economic scenario.

REFERENCE BOOKS AUTHOR / PUBLICATION

Macroeconomics ICFAI
Global Business Environment ICMR
Macroeconomics Rudiger Dorrnbusch, Stanley Fischer, and
Richard Stantz, Published by TMH
Macroeconomics Roger E.A. Farmer, Published byThomson
Macroeconomic Analysis Edward Shapiro, Published by Harcourt Brace
Jovanovich Inc.
Macroeconomics Paul A. Samuelson and William D. Nordhous
Published by Mc Graw Hills
Macroeconomics J. Bradford Delong, Published by Mc Graw Hills
Economic Survey Government of India

Detailed Syllabus Consume, Determinants of Consumption,

Saving function, Investment function,
Introduction to Economic Analysis: Determinants of Investment, Government
Microeconomics Vs. Macroeconomics, Goals of spending, Net exports
Macroeconomic policy, Objectives and
Instruments of Macroeconomics Product market - Shifts in AD, Concept of
multiplier - simple multiplier, investment
Measuring National output / Income: Concept multiplier, multiplier in the presence of taxes
of national product, Variants of national and balanced budget, foreign trade multiplier,
product, Methods of measuring national Income Money market - Functions of money, Demand
and problems of measuring, Real Vs Nominal, for money and supply of money- Determination
Price indices and its applications of interest rates, Real vs. nominal interest rate,
Hicks –Hansen Model: IS –LM analysis,
Aggregate Demand and Aggregate Supply- Deriving aggregate demand curve
Meaning of AD and AS curves
Aggregate Supply - Demand function for
Determination of Equilibrium Income- labour, supply function of labour, Labour
Components of aggregate Demand, market equilibrium under classical and
Consumption function, Marginal propensity to Keynesian models

33
General equilibrium using AD curve and AS Business Environment
curve
• Hungary’s Reform Process
Economic Instability and Fluctuations:
• Gazprom - Naftogaz Ukrainy Dispute:
Business Cycles: Features of business cycle, Business or Politics?
Business cycle theories • The South African Economy: Coping with
Unemployment: Types of unemployment: the Legacy of Apartheid
Okun’s Law, Impact of unemployment
(Source: Case Studies in Management Volume
Price Instability: Types of inflation, Economic IX)
impacts of inflation, Price in the AD-AS
framework, The Phillips Curve, Suggested Schedule of Sessions
Monetary policy and the role of banking
systems- Deposit creation, Balance sheet of a No. of
Topic
central bank, Measures of monetary and Sessions
liquidity aggregates, Money multiplier, Overview of Macroeconomics 1
Instruments of money supply control,
Determination of money supply Measuring National Income/output 3

Fiscal policy - Fiscal instruments, Tax structure, AD and AS curves – an introduction 1

Laffer curve, Types of deficits, Fiscal policy Aggregate Demand and multiplier 2
and stabilization, Public debt, Crowding - out
effect. Product market equilibrium 2

Open Economy Framework: International Vs. Money market equilibrium 2

domestic trade, Theories of International Trade, Aggregate supply 2
Protectionism and WTO, Issues related to tariff,
Determination of Exchange Rate, Floating General equilibrium using AD and 1
exchange rate, Fixed exchange rate, Balance of AS curves
Payments. Globalization and Global imbalance. Economic instability and 1
Business Environment in Indian context- fluctuations – Business cycles
Growth phases, Evolution of institutional Unemployment and price instability 2
framework - emphasis on planning, public and
private sector, Recent policy measures- Case on The Indian Economy: 1
monetary fiscal, foreign trade and technology. Dealing with Inflation
Monetary policy and the role 2
Cases banking system
Macroeconomics Fiscal policy and instruments 3
• India: Before and After VAT Open economic framework 3
• Should Energy be Subsidized? Case on The US-China Exchange 1
• The Indian Economy: Dealing with Inflation Rate Stand-Off

• Softwood Lumber Dispute between Canada Business environment in Indian 3

and the USA context

• The US-China Exchange Rate Stand-Off Total 30

34
 Business Research Methods

Course Code : SL RM 502 Sessions : 30

Credit : 3 Semester : II

Objective
To enable students conceive and execute business research by giving essential inputs on research
methodology.

REFERENCE BOOKS AUTHOR / PUBLICATION

Business Research Methods ICMR
Business Research Methods, 7e William G Zikmund, Thomson South-Western,
Singapore 2003
Business Research Methods Donald R.Cooper and Ramela S.Schindler,
Tata McGraw Hill Publishing Company Ltd,
New Delhi, (2000)
Research Methods Donald H.McBurney, Thomson Asia Pvt.Ltd.,
Singapore, (2002)
Research for Managers: How to Use Survey Hutton, P. Basingstoke, Macmillan (1990).
in Management Decision - Making Survey
(2nd edition)
Statistics for Management Richard I. Levin,David.S. Rubin, Prentice Hall
India Pvt. Ltd., New Delhi

Detailed Syllabus Scales and Measurements: Measurements –

Types of measurements –Different Scales –
Introduction to Research: Meaning & Comparison between different scales –
definition of Research – Relevance and Characteristics – Validity – Different Methods
significance of Research in business – Types of of measurement – Developing Scales –
Research – Research problems – Evolution of Classification of scales – Rating Scales –
Research – Overview of Research methodology Attitude Scales – Thurston scale – Likert scale–
Semantic Differential scale – Types of Errors in
Research Process: Introduction – Theoretical measurement – Test of Reliability –Measures of
Framework – Research Hypotheses Stability – Threats to Reliability
Research Design: Introduction- Nature of and Survey Research: Introduction– Purpose –
Classification of design – Developing an Methods of data collection - Interviews,
appropriate research design - Experimental observation, schedule, Questionnaire - other
Research Design - Randomized Design, Latin methods of data collection - Panel research,
Square Design and Factorial Design- Basic warranty cards, Pantry audit and consumer
principles, types of experimental design - panel- Mechanical Devices – Projective
validity - external and internal. Techniques – Sociometry

35
Data Preparation: Data Coding, Data • Improving the Quality of Business Research
Cleaning, Identification Outlier, Handling
Missing Values. • Importance of Analysis & Reporting

Multivariate Analysis and use of statistical • Consumer Research at Kiran Music

packages: Introduction - Nature and techniques
of Multivariate Analysis – Analysis of • Focus Groups in Business Research
dependence - Multiple Regression. Assumptions (Source: Case Studies in Management Volume
in the regression model, dummy variable VIII)
treatment, testing of goodness of fit of the
model and Discriminant Analysis. Analysis of Suggested Schedule of Sessions
interdependence - Factor analysis and Cluster
analysis - Application of Major software
No. of
packages (SPSS etc.). Topic
Sessions
Report writing: types of reports – planning and
Introduction to research 2
organizing a research project, Harvard system
of referencing – Bibliography – footnotes – Research processes 3
checklist - evaluation of report.
Research design 3
Cases and Exercises (including experimental research)

• Renaming Computer Power Group Scales and measurements 2

• Allen Solly: Entering the Indian Women’s Survey research, data preparation 3
Western Wear Market for statistical analysis, use of
statistical packages for analysis
• Market Research in Insurance
Introduction to Multivariate analysis 3
• The Launch of New Coke
Multiple Regression 3
• Marketing Research at P&G (including exercises)
• Launching the Scorpio Discriminant analysis 3
(including exercises)
• Quantitative Research or Qualitative
Research: A Dilemma Factor Analysis 3
(including exercises)
• Retail Research in India
Cluster analysis 3
• Consumer Research in an Age of Cynicism (including exercises)
• Telephonic Interview in Business Research Report writing 2
• HLL Vs Amul: Heating up the IceCream Total 30
Market

36
 Introduction to Business Analytics

Course Code : SLBA 502 Sessions : 30

Credit : 3 Semester : II

Course Objective:
To provide the students understanding of concepts, tools and techniques of Basic Analytics
Learning Outcomes:
At the end of the course the student should be able to
1. Explain the importance of analytics and its applications.
2. Identify business processes that generate and need data. Role of data in informed decision
making.
3. Use analytical tools like MS Excel, R to handle data and explore basic statistical functionalities.

TEXT BOOK AUTHOR/PUBLICATION

Fundamentals of Business Analytics R.Prasad & Seema Acharya, Wiley Publication
REFERENCE BOOKS AUTHOR/PUBLICATION
Business Analytics: Methods, Models and James R. Evans - Prentice Hall
Decisions, 1st Edition
Business Analytics for Managers: Taking by Gert H. N. Laursen (Author), JesperThorlund
Business Intelligence Beyond Reporting (Author) - (Wiley &Sas Business Series)
Fundamentals of Business Analytics R.Prasad and Seema Acharya

Detailed Syllabus Financial, Operation/Supply Chain/Logistics,

Marketing, HR, Banking, Retailing, etc.
Introduction to analytics: What is analytics
and why it is used. Data explosion and role of Analytical tools: R, SAS /SPSS and any other
analytics in industry today. proprietary/open source tools.

Role of analysts and job profile Tools hands-on: Hands-on class on any tools the
faculty plans to introduce as a part of the
Current trends in analytics: Data types and analytics course. Preferred Tool – R. The
sources for analytics. Technologies and introduction to R platform and any user
domains involved in analytics. Current trends, interface (for example R Studio) can be handled
industry wise. by focused exercises that cover the basics of
statistical analysis. This includes: reading data,
Application of analytics in industry, summary and structure of the data, data types,
functional area-wise: Application and data frames, sub-setting, graphs and plots,
introductory cases on importance of analytics in exploratory data analysis, basic regression.

37
MS Excel: Inference: The students are introduction to
inference and summarization, once basic
Application layout and user interface, Cell
statistical functions are executed on R. Project
referencing, formulas and functions, Graphs and
work with emphasis on inference can be
Charts. Data Handling: Sorting, Filtering and
supervised to execute this section.
accessing data from text files, databases and
World Wide Web. Data Validation, Data Suggested Schedule of Sessions
consolidation and Conditional Formatting.
Functions: Overview of lookup, Mathematical No. of
Topic
functions. Financial functions like NPV, IRR, Sessions
PMT, PRICEDISC, PRICEMAT, EFFECT, FV,
and YIELD DISC (advance finance function) Introduction to analytics 1

Analysis Tools: Pivot table and Pivot chart, Role of analysts and job profile 1
Dynamic Pivot tables, Goal Seek, Solver.
Current trends in analytics 2
Advanced features: Macros, Linking multiple
sheets, use a slicer to filter data, creating dash Application of analytics in industry,
board through excel 4
functional area-wise
Optimization (using solver excel add in): Use of
Excel to solve business problem: Eg marketing Analytical tools 2
mix, capital budgeting, portfolio optimization
MS Excel (Advanced) 10
Data visualization and Interpretation for big
data: Different types of data, data
Tool hands-on (R/SAS, etc.) 8
summarization& visualization methods, tables,
graphs, charts, histogram, frequency Inference 2
distribution, relative frequency, measures of
central tendency,, dispersion, box plot, Total 30
chebychev’s inequality(SPSS/Excel)

38
 Management Accounting & Control

Course Code : SLGM502 Sessions : 30

Credit : 3 Semester : II

Objective
Understanding Cost and Management Accounting and in appreciating it as a tool for decision
making. It aims at equipping students with techniques in managerial functions of planning,
controlling and decision making.

TEXT BOOK for distribution to students AUTHOR/PUBLICATION

Cost Accounting 2ed (Paperback) Jawahar Lal- Tata McGraw-Hill

REFERENCE BOOKS AUTHOR / PUBLICATION

Cost and Management Accounting Colin Drury

Management Accounting Khan M Y and P K Jain

Accounting for Management Richard Lynch & Robert Williamson

Cost and Managerial Accounting Jack Gray & Don Ricketts

Management Accounting-Business Strategy Sims Adrian And Richard Smith

Management Accounting-Financial Strategy Parkinson,christine.

Management Accounting-Information Strategy Lewin,Alan

Management Accounting-Performance
Scarlett Bob C And Colin Wilks
Management

Detailed Curriculum and indirect costs, opportunity costs, imputed

costs, programed costs, joint cost, sunk cost,
Introduction to Management Accounting
discretionary cost, out of pocket cost,
Role and scope of management accounting, differential cost, capacity cost, conversion cost,
Interface of management accounting with committed cost.
Financial Accounting and Cost Accounting, Cost unit, cost center. Cost
Tools and Techniques
Sheet Cost Allocation
Cost Concepts
Prime cost and overheads; Classification of
Types of cost – historical costs, future costs, overheads, absorption of overheads; Under-
standard costs, period costs, prime costs, direct absorption and over-absorption of overheads.

39
Methods of costing Responsibility Accounting
Unit costing, Contract costing, Process costing, Introduction; Pre-requisites of responsibility
Operating/service costing, Joint products and accounting; Advantages and limitations of
by-products responsibility accounting; Controllable and
Cost Volume Profit Analysis uncontrollable costs in responsibility
accounting; Responsibility centers of control –
Cost Volume Profit relationship, cost behavior cost center, revenue center, profit center,
pattern, Marginal costing, Contribution margin investment center
concept, Marginal and absorption costing
distinguished, breakeven point, uses of break Divisional performance appraisal - The meaning
even analysis, applying CVP analysis, of divisions; Measurement of divisional
limitations of CVP analysis. performance – return on investment and residual
income approach
Decisions involving alternate choices
Strategic Cost Management
Nature of managerial decision making;
Characteristics of costs for decision making; Meaning and definition of ABC; Value chain
Concept of differential costs; Decisions to make analysis, target costing, life cycle costing,
or buy, to accept special order, to drop a line, quality costing
selling or further processing, decision regarding Problem Solving
equipment replacement and decision regarding
construction of facilities. Topic of coverage Problem Solving

Cost Analysis and Pricing Decisions Cost Allocation Problems in overhead

absorption and under and
The need for pricing decision; Objective of over absorption
pricing; Pricing strategy; Factors influencing Methods of Problems in each of the
pricing decisions; Influence of costs as a pricing Costing method
tool
Cost Volume and Problems on marginal
Budgeting and Budgetary Control Profit Analysis costing and CVP analysis

Elements of management planning and control Decision involving Problems relating to

system; Budgeting as a tool of management alternate choices subtopics of Decision
involving alternate
planning and control; Uses and organization of
choices
budget; Concept of limiting budget factor;
Budget preparation Budgeting and Problems in Preparation
Budgetary Control of budgets
Standard Costing and Variance Analysis
Standard Costing Problems in calculating
Importance of standard costing vs Historical and Variances variances for different
Costing; The need for standards and its Analysis elements of costs and
interpreting the same
limitations; Types of standards and its levels;
The process of developing standards; The Activity Based Problems in ABC
establishment of standard costs; Variance Costing
analysis

40
Suggested Schedule of
Sessions

No. of No. of
Topic Topic
Sessions Sessions

Introduction to Management 2 Cost Analysis and Pricing Decisions 2

Accounting
Budgeting and Budgetary Control 3
Cost Concepts 2
Standard Costing and Variance 3
Cost Allocation 3
Analysis
Methods of costing 3
Responsibility Accounting 2
Cost Volume Profit Analysis 3
Strategic Cost Management 3
Decisions involving alternate 4
choices
Total 30

41
 Personal Effectiveness Management

Course Code : SL MS 502 Sessions : 30

Credit : 3 Semester : II

Objective
The objective of this lab is to develop the student’s inter-personal skills, which relate to situations in
the business environment. The skills include team building, leadership, time management, assertive
skills, conflict management and negotiation skills.

REFERENCE BOOK AUTHOR/PUBLICATION

Presentation and Reading Skills IBS Publication
Business Vocabulary IBS Publication
Emotional Intelligence IBS Publication
Stress Management IBS Publication
Negotiation Skills IBS Publication

Detailed Syllabus The modules have been so designed that not

only do they cater for specific training needs,
During SS Lab - I, the students are imparted
but also cater for common training inputs which
training in behavioral skills. Thirty four
are required for all students. Thus a module will
attribute/qualities have been identified as areas
cater for general requirements as well as those
where students might require training inputs.
which require emphasis. The common training
These include Self Awareness, Stress
inputs are self awareness, presentation skills,
Management, Self motivation, Positive
self esteem, etiquette, summer internship
thinking, Self esteem, Team play, Motivation,
orientation and an exposure to interviews and
etc. Most of these training requirements will be
group discussions.
catered for.
After identification of his/her training needs, the
In order to make the training effective, the
students are required to attend one of the
training needs of students are identified
following three training modules mentioned
generally through psychometric testing and
below:
Thomas Profiling by qualified professionals. In
cases where Thomas profiling is not adopted a • Communication Skills.
comprehensive curriculum catering to most of
• Interpersonal Skills.
the training needs are conducted. Where
Thomas profiling is adopted those training • Time management, goal setting and
needs having an overlap and similarity of nature motivation.
have been grouped together and modules have
been formed.

42
 Strategic Management

Course Code : SL GM 611 Sessions : 40

Credit : 4 Semester : III

AIM
The objective of this course is to introduce the student with basic knowledge on the dynamics of
Strategic Management - Formulation & Implementation and its complexities in a global environment
and enable understanding of the underlying factors that explains business success and failure.
Students will also acquire working knowledge of corporate restructuring, mergers and acquisitions,
alliances and familiarize them with emerging thoughts and practices in the field of strategic
management.
Learning Outcomes:
1) Differentiate strategic management from operational management and identify the strategy
development process including the different levels of strategy.
2) Articulate the purpose of an organization’s existence and communicating the same to all
stakeholders.
3) Analyze the key structural drivers in the business environment to identify opportunities, threats
and strategic gaps.
4) Discuss contemporary approaches to strategy development processes, evaluation of strategic
choices; assess the role of a corporate parent in a multi-business organization and its value adding
capabilities in managing a portfolio of businesses.
5) Contrast the different bases of achieving competitive advantage and outline the means to achieve
sustainability in a competitive environment for an SBU.
6) Understand the compelling needs of restructuring a firm and various ways of implementing the
same.
7) Discuss the Key tasks for effective strategy implementation and assess how to align them.
8) Outline cooperative strategies open to a firm, identify conditions for successful collaborations and
analyze causes for break up.
9) Familiarize and apply modern tools of strategy implementation and control.
Suggested Text Book for distribution to Students
TEXT BOOK AUTHOR/PUBLICATION
Exploring Corporate Strategy Keven Scholes & Gerry Johnson; VII Edition;
Pearson
REFERENCE BOOKS AUTHOR/PUBLICATION
Crafting and Executing Strategy - The Quest for Thompson et al. Tata McGraw Hill – 2006,
Competitive Advantage - Concepts & Cases 14th e

43
 REFERENCE BOOKS AUTHOR/PUBLICATION
Competing for the Future Prahalad, C.K./Hamel, Gary–, Free Press – 1996
Competitive Strategy Porter, Michael E. The Free Press – 1990
Competitive Advantage Porter, Michael E. The Free Press – 1985
Future of Competition Prahalad, C.K. and Venkat Ramaswamy, HBS
Press, 2004

Detailed Syllabus Strategic Choices

Introduction to Strategic Management: Corporate-level Strategy:

• Introduction to Strategic Management • Value Creation and the Corporate Parent-

Portfolio Manager (Eg. BCG, GE Matrices),
• Evolution of Strategic Thinking - Views of Synergy Manager, Resource Allocator,
Eminent Thinkers Restructurer, Parental Developer.
• Strategic vs. Operational Management
• Managing the Corporate portfolio – BCG,
• Strategic Management Process GE Matrices.

• Levels of Strategy (Corporate, Business, • Product/Market Diversity –

Functional). Related/Unrelated Diversity.

The Strategic Position: • International Strategy–Market Selection and

Entry.
• The Environment (Porter’s Five Forces
Framework, PESTEL, Strategic Gaps, SWOT; • Business-level Strategy: Generic Strategies;
Challenges in International Business Cost Leadership, Product Differentiation,
Environment; Hofstede Cultural Focus; The Hybrid Strategy.
Dimensions, Internationalization).
• Directions for Strategy Development:
• Expectations and Purposes: Organizational Product Development, Market Development,
Purposes, Stakeholder Mapping, The TOWS matrix.
Communicating Organizational Purposes
• Strategy Implementation: McKinsey 7S
(Core Values & Ideology, Vision, Mission,
Framework
Objectives).
Competing for Future:
• Strategic Capability: Critical Success Factor
- Experience Curve - Strategic Capability – • Beyond Restructuring and Re-engineering
Resources - Core Competence - Competition
View of Strategy vs. RBV, Value Chain • Emerging Strategy Paradigms – Unlearning
Analysis. Curve, Strategy as Stretch and Leverage,
Co-Creation.
Strategy Development:
Corporate Restructuring:
• Multiple approaches - Strategic Planning
• Basic Tenets – Forms of Restructuring
System, Logical Incrementalism, Learning
Organization, Strategic Leadership. • Asset Capital
• Implications - Intended, Realized, Emergent • Organizational/Business Restructuring
Strategy - Strategic Drift. Outcomes

44
• Numerator and Denominator Management • Amazon - Diversification - Johnson and
Scholes, Exploring Corporate Strategy
• Force Field Analysis
• Marks & Spencer - Strategic Leadership -
Turnaround Management: Turnaround Stage Johnson and Scholes, Exploring Corporate
Theory: Decline-Response Initiation-Transition- Strategy
Outcome.
• Corus/GlaxoSmithkline - Mergers &
Strategic Alliances and Joint Ventures: Acquisition - Johnson and Scholes,
Franchising – Licensing - Motives and Types - Exploring Corporate Strategy
Successful JVsLife Cycle of a JV - JV Failures. • SABMiller - Business-level Strategy -
Johnson and Scholes, Exploring Corporate
Mergers & Acquisition: Organic Vs. Inorganic Strategy
Growth - Theories of M&A - Types and
Motives - Synergy - Financing (LBO) – Issues • BMW - Market Development - Johnson and
leading to failure of M&A’s. Scholes, Exploring Corporate Strategy
• Ford Motor Company Turn Around / Nissan
Strategic Tools:
Motorcycle - Turnaround management -
• Benchmarking ICMR

• Business Process Re Engineering Suggested Session Plan

• Reverse Engineering No. of
Topic
Sessions
• Balance Score Card
Introduction to Strategic 2
Contemporary Issues: Management
• Blue Ocean Strategy The Strategic Position 8
• Competitive Innovation Strategy Development 3
• Bottom of the Pyramid Strategic Choices 7
Strategy Implementation 2
Suggested Cases
Competing for Future 3
• Ministry of Sound - Introduction to Strategy
- Johnson and Scholes, Exploring Corporate Restructuring 3
Corporate Strategy
Turnaround Management 2
• Airlines – Post 9/11 - Business Environment
Strategic Alliances and Joint 3
- Johnson and Scholes, Exploring
Ventures
Corporate Strategy
Mergers and Acquisitions 2
• The Formula One Constructors - Strategic
Capability - Johnson and Scholes, Strategic Tools 3
Exploring Corporate Strategy
Contemporary Issues 2
• The News Corporation - Corporate-level
Strategy - Johnson and Scholes, Exploring Total 40
Corporate Strategy

45
 Legal Environment of Business

Course Code : SL GM 601 Sessions : 30

Credit : 3 Semester : III

Objective
To familiarize with the legal environment in which the business entities operate and provide basic
appreciation of relevant legal provisions and their impact on business decisions and operations.

REFERENCE BOOKS AUTHOR / PUBLICATION

Legal Environment of Business ICFAI
Student's Guide to Company Law A K Majumdar - Taxmann Publishers
Student's Guide to Income Tax V K Singhania - Taxmann Publishers
Company Law & Secretarial Practice N D Kapoor - Sultan Chand & Sons
Income Tax Law & Practice Gaur & Narang - Ludhiania Kalyani Publisher
Elements of Mercantile Law N D Kapoor - Sultan Chand & Sons
SEBI Guidelines Nabhi Publication
Mercantile Law Avatar Singh – Eastern Book Company
Banking Law and Practice Vashney – Sulton Chand, 2002 Publications
Information Technology Act Satya Prasad – Asia Law House

Detailed Syllabus • Contracts of Agency – Rights and Duties

of Principal and Agent – Termination of
Introduction to Legal Environment Agency
Meaning of Law – Purpose of Law – Sources of • Special Contracts – Guarantee / Indemnity
Law – Classification of Law – Torts – National / Letter of Credit / Lien / Set Off
and International Law – Evolution of Mercantile
/ Business Law – International Business Law – • Important Clauses in Corporate &
Justice Delivery System in India. Commercial Agreements

Business Contracts - Description of Parties – Recitals of

Subject – Consideration – Covenants
• Legal Elements of Contracts – Parties – and Undertakings – Signatures and
Offer – Acceptance – Consideration Attestation – Endorsement and
Supplement Deeds – Stamp Duty and
• Types of Contracts – Valid Contracts –
Voidable Contracts – Breach of Contracts Registration – Applicable Law – Force
and Remedies – Payment of Damages Majeure – Notice – Arbitration.

46
• Employer and Employee Contracts Property Law for Business

- Conditions – Obligations – • Classification of Property – Moveable and

Termination – Liquidated damages – Immovable Property / Tangible and
Data Privacy – Confidentiality – Intangible Assets
Indemnification.
• Sale and Agreement to Sell – Rights and
Non-Corporate Business Entities Duties of Seller and Buyer – Rights of
Unpaid Seller (Sale of Goods Act)
• Legal Formalities and Registration –
Rights and Liabilities of Members – Sole • Borrowing against Property as Security
Proprietorship – Partnership – society
- Hypothecation / Pledge of Current
• Limited Liability Partnership Firms (LLPs) Assets – Rights and Liabilities of
– Hindu Undivided Family (HUF). Parties

• Insolvency – Acts of Insolvency – - Mortgage of Immovable Property

Consequences.
- Registration of Charges by
Law Relating To Corporate Companies
Business Entities
• Hire Purchase / Lease of Property
• Advantages of a Corporate Entity – Salient • Exchange / Gift / Assignment of Property
Features of a Company – Lifting the
Corporate Veil – Types of Companies – • Intellectual Property Rights
Difference between Private and Public
Companies - Classification – Protection of IPR
Law against infringement –
• Incorporation of a Company – Documents Remedies.
of Incorporation
Business and Tax Laws
• Raising of Capital from Public –
Prospectus – SEBI Guidelines. Classification of Taxes – Income Tax – Wealth
Tax – Excise Customs Duty – Sales Tax – VAT
• Share Capital and Allotment – Service Tax.
• Transfer of Shares – Buyback of Shares – Financial Services – Legal and Regulatory
Dividend on Shares. Environment
• Company Management – Qualifications • Banking – Regulation of Banking in India –
for Appointment of Directors – Duties and RBI & Banking Regulations Act
Liabilities of Director
- Negotiable Instruments Act
- Meetings and Resolutions
- Kinds of Negotiable Instruments –
- Board Meetings – Statutory Meetings
Special Characteristics – Cheques –
- Annual General Meeting – Crossing of Cheques – Endorsements
Extraordinary General Meeting - Banker’s Duties and Liabilities for
- Voting- Proxy Collection and Payment of Cheques
- Resolutions. - Dishonor of Cheques – Liabilities of
- Reconstruction and Amalgamation Parties and Penalties

- Mergers and Acquisitions - SARFAESI Act – Salient Features –

Execution.
- Winding up

47
• Insurance • Applicability of Criminal Law
- Essential Elements of Insurance • Environmental Legislations in India – An
Contracts Overview.
- Principles of Insurance – Insurable Alternative Dispute Resolution Mechanisms
Interest – Indemnity – Causa Proxima (ADR)
– Risk – Mitigation of Loss –
Subrogation – Contribution – • Alternative Dispute resolution Mechanisms
Reinsurance – Double Insurance.
• Arbitration and Conciliation Law in India.
- Standard Clauses in Insurance
Policies – Fire Insurance – Marine Cases
Insurance – Liability Insurance.
Faculty will be handling eight or more
- IRDA – Role and Functions
cases.
• Trading of Securities – Market Regulation • Nuisance Must Happen!
by Companies Act – Securities Contracts
Regulation – SEBI – Stock Exchanges – • Overseas Liability for Credit Card Issuers
Depositories.
• Can Advertisements Create a Contract?
Business Transactions and Cyber Law • Contracts over Telephone
Application of IT Act, 2000 to Contracts and • But …… Minor is an Innocent!
Transactions • Identity Crisis in Contracts
Digital Signature and Authentication of • Unilateral Mistake and Blind Belief
Electronic Records
• Stranger to Contract
Cyber Offences and Penalties.
• Confusion over Subject
Competition and Consumer Protection • Claim beyond Sight
• Consumer Protection Law in India – • VRS: Is It a Right of the Employee?
Redressal Procedure • Agreeing under Pressure
• Competition Law in India – Prohibition of • Is a Bank Guarantee More than a Normal
Anti-competitive Agreements and Abuse Guarantee?
of Dominant Position
• Proof of Agency: Whose Burden?
• Restrictive and Unfair Trade Practices • Letter of Credit and Sale
• Product Liability • Can there be a Pledge by Documents?

• Public Interest Litigation in India • Implied Authority of Partners

• Salomon and Salomon: Is One and the
• Class Action Suits in US. Same?
Environment Protection and Business • Is a Company a Citizen?
Obligations
• Do Workmen Have a Stake in the
• Types of Pollution Company?
• “Monsoon Wedding”: Only by Invitation
• Rule of Strict Liability and Absolute
Liability

48
• Harsh Truths in Software Piracy Suggested Schedule of Sessions
• Recognize Profit: Ignore Loss!
No. of
Topic
• Purchase of Business vs. Purchase of Sessions
Property
Introduction to Legal Environment 2
• Over Flowing Cash: Is it a Losing
Business Contracts 5
Business?
Non-Corporate Business Entities 2
• Dishonour of Cheque: Jeopardy of a Joint
Account Holder Law Relating to Corporate 5
Business Entities
• Stop Payment Cannot Save Criminal
Action? Property Law for Business 5
• Should Insurer Compensate Loss from Business and Tax Laws 2
Riots?
Financial Services – Legal and 4
• Manipulating Public Issue: Is it a Fraud? Regulatory Environment
• Know Your Customer Business Transactions and Cyber 1
• Invasion of Privacy over Internet Law

• Car Parking in Hotel Premises at Risk Competition and Consumer 2

Protection
• Seeds Fail the Farmer
Environment Protection and 1
• Trade and Environment: Conflict and Business Obligations
Compatibility
Alternative Dispute Resolution 1
• Arbitration Clause is Enough to Arbitrate Mechanisms
(Source: Case Studies in Management Volume Total 30
IX)

49
 Business Ethics & Corporate Governance

Course Code : SL GM 602 Sessions : 30

Credit : 3 Semester : IV

AIM
The course aims to provide a brief background of ethical, moral and value based issues in evaluation
of society and its impact on business relationship.

Learning Outcomes
1. Explain the concept of ethics, morality, values and utilise them to solve typical real life business
problems.
2. Demonstrate the ethical perspectives in different functional department of the organisation such
as marketing, finance, strategy and ethical issues at workplace.
3. Analyze the different approaches of Corporate Social Responsibility (CSR) and discuss the
current CSR practices in India as well as abroad.
4. Compare the different Global Corporate Governance models and assess the change in
Governance mechanism over the period of time.
5. Rate different organisations as per the different Corporate Governance rating models.
6. Discuss the recommendations of different committee reports as well as different clauses and acts
regarding Corporate Governance mechanism

REFERENCE BOOKS AUTHOR / PUBLICATION

Ethics in Business & Corporate Governance: S.K. Mondal ,Tata Mcgraw Hill, Edition 2010
Corporate Governance Principles, Mechanisms Swamy Dr. Partha Sarathi, Biztantra 2010
& Practice Indian Text Edition
Business Ethics & Corporate Governance An Indian Perspective - A. C. Fernando -
Pearson Education
Business Ethics: Concepts and Cases Sixth Manuel G. Velasquez
Edition
Business Ethics Managing corporate citizenship Andrew Crane, Dirk Matten - Oxford
and sustainability in the age of globalisation - University Press
Second Edition
Business Ethics & Corporate Governance IUP
Corporate Governance T.N. Satheesh Kumar - Oxford University Press,
2010
Business @ Governance & Sustainability The Institute of Company Secretaries of India
(Taxmann), 2010

50
Detailed Curriculum Ethical Leadership: Personal Integrity and self
development - wisdom based leadership.
Understanding Ethics: Morality, Ethics &
value: Ethical absolutism, relativism, Evaluation of Corporate Governance: History
subjectivism, Meta Ethics, Normative Ethics( of Corporate form and models - Corporate
Telelogical Ethics, deontological ethics & Objectives and goals, Ownership pattern -
Ethics by virtue) , Applied Ethics, Traditional Issues in managing public limited firms -
Ethical Theories : Consequential , Non Agency problems, stewardship concept.
Consequential Ethics of Rights : Moral Right, Global and National Perspectives - Global
Legal right, Positive Right, Negative right, Corporate Governance models - Anglo
Kantian Right & Categorical Imperative ,Ethics American and Relationship model (Germany,
of Justice : Distributive Justice, Retributive Japan and France) - Claims of Various
justice & Compensatory justice, Ethics of care - Stakeholders - Why governance -Changes in
Law and morality: Kohlberg Model, Gilligan eighties - Cadbury Report, Hampel Report and
Model. OECD Committee Recommendations -SOX
Act.
Managing Business Ethics: Organisation & its
Customers : Products safety & liability, product Internal Corporate Governance Mechanism:
information, Intellectual Property Right Acts , Board of Directors - Functional Committees of
Advertisement & regulations, Consumer Rights Board; Code of conduct, Whistle blower
& Consumer protection Act. protection act.
External Corporate Governance Mechanism:
Organisation & its employees: Ethical issues,
Emerging role of Regulators in India, Gate
discrimination at -work place Affirmative
keepers. Minority Investor Protection, Role of
action, reinforcing and structuring ethics in
Institutional Investors, Corporate Raiders -
organisation, code of conduct, Employees
Company Law take over code.
responsibility in the organisation.
Corporate Governance Ratings & Business
Organisation & natural Environment: Excellence Awards
Environment Protection Acts, sustainable
development, green marketing, Environment Corporate Governance in India: Corporate
and social impact of projects. Ethics in form in India post independence and post
Marketing, Finance and business Ethics in liberalisation - CII, Kumaramangalam,
global contexts. Narayanamoorthy, Naresh Chandra, JJ Irani
Committee reports - Legal and Regulatory
Corporate Social Responsibility: Trusteeship Changes - introduction and modification of
concept of Mahatma Gandhi, Multiple Clause 49, Board Composition, Structure,
Stakeholder theory, Social responsibility of numbers and types of directors, duality of the
business: debates for and against. London roles of Chairman & CEO, mandatory and
Group Benchmarking Model, Ackerman's voluntary requirements with special references
Model, Carroll's Four Part Model. to various committees and disclosure norms, -
Corporate governance in practice in India under
Indices for CSR: Business in Environment Indian Companies act, Corporate frauds (Enron,
(BIE) Index, Dow Jones Sustainability Group Worldcom, BCCI, Satyam), Money laundering ,
Index, Tomorrow Index. Business of FEMA& Competition act.
Mohammad Yunus.
Complexity of Ethical Issues: Conflicts in Cases
decision making from ethical and economic
point of view-Ethical Dilemma: Prisoner's • A Dent in Wal Mart's public Image - The PR
Dilemma - Solving ethical dilemma Managerial Strategy.
integrity and decision making with special
reference to bribery, child labour, wages etc. • China Aviation Oil's Collapse: Singapore
INC's challenges.

• Child labor in Coca Industry - Obesity

Concerns: Burger Kings Product Revanges.

51
Source: Case Studies for Managers, Vol. II, No of
IBSPCD Topic
Sessions
• Bhopal Gas Tragedy Complexity of Ethical Issues 3
Source: BECG Main Reference Book
Ethical Leadership 1
Suggested Schedule of Sessions Evaluation of Corporate 3
Governance
No of
Topic Internal Corporate Governance 3
Sessions
mechanisms
Understanding Ethics 3
External Corporate Governance 3
Managing Business Ethics 7 Mechanisms
Corporate Social Responsibility 3 Corporate Governance Ratings 1
Corporate Governance in India 3
Total 30

55

52
 Soft Skills:
Preparation of Placement Process

Course Code : SL MS 601 Sessions : 40

Credit : 4 Semester : III

Objective
The objective of this course is to provide competencies to the Students to face Interviews, GDs, and
other selection procedures adopted by the Corporates.

Detailed Curriculum Suggested Allotment of Sessions

• Practice Interviews/Telephonic Interviews/ Topic
No of
Interviews on Skype Sessions

• Practice GDs Practice Interviews/Telephonic 8

Interviews/Interviews on Skype
• Sessions on Aptitude Tests
Practice GDs 7
• Sessions on Domain Knowledge (to be
Sessions on Aptitude Tests 9
conducted with integrated efforts by
Teaching Faculty, Placement Managers and Sessions on Domain Knowledge 12
Soft Skill teachers)
Psychometric Tests 4
• Psychometric Tests (from the Recruiter’s
Total 40
point of view)

Note: There could be modifications to suit the

specific requirements of the campuses. In
addition to the number of sessions allotted to
Integrated Placement / Faculty Classes, these
sessions can be extended to ensure that students
are well prepared to meet the requirements of
specific recruiters during the placement period.

53
 Marketing Research

Course Code : SL MM 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To familiarize students with the role of Marketing Research in marketing decision making and to
assist them in applying research to marketing issues; specifically, to design, conduct, analyze,
interpret and document a sound market research study.

REFERENCE BOOKS AUTHOR / PUBLICATION

Aaker, Kumar & Day, John Wiley & Sons,
Marketing Research
Asian Edn.
Marketing Research - An Applied Orientation, Malhotra, Naresh K. Prentice Hall of India
5th e
Multivariate Analysis, 5th e Hair, Joseph F. et al. Prentice Hall - 1998
Qualitative Methods in Management Research Gummesson, E. Sage Publication

Marketing Research, 3rd e Nargundkar,R. Tata McGraw Hill

Marketing Research – Concepts & Cases Boyd et al. Irwin Publications

Detailed Syllabus Relevance & utility, advantages & limitations of

available secondary data.
Introduction: Role of marketing research in
decision making. Applied research versus basic Methods of Data Collection
research. Different types of marketing research,
Attitude Measurement Using Surveys:
Types of research – customized, syndicated &
Revision of different types of scales – graphic
retail audit, Ethics & professionalism in
rating scales, itemized rating scales, rank order
marketing research – Code of Ethics, research
scales, Q-sorting, paired comparison, constant
supplier ethics, research client ethics, field
service ethics, respondent rights, The marketing sum scales, purchase intent scales. Issues in
research process, Designing a marketing scaling. Designing single item vs. multi-item
research proposal. scales. Methodological limitations.

Sources of secondary data and how to use Experimentation: One-Shot Case Study, One-
them: Government sources: Census of India, Group Pretest-Posttest Design, Static-Group
Various Ministry Reports. Reports of Comparison, Before & After With Control
Commercial Intelligence & Statistics, Export Group, After-Only With Control Group,
Development Authorities, TRAI, IRDA, etc. Solomon Four Group Design, Interrupted Time
Economic Survey. State Government sources, Series Designs, Multiple Time Series Designs.
Private sources: Industry Organizations & their Factorial Design, Latin Squares.
publications. Company annual reports, Methodological issues in Experimentation.
Commercial data sources: CMIE, Indiastat.com,

54
 Methods of Data Analysis, Interpretation &
Qualitative Research: Basics of Qualitative Presentation: Tabulation & presentation of data
Research, Focus Groups: Procedures of (Students to revise hypotheses testing, multiple
conducting focus group discussions, analyzing regression, etc., through self study)
and reporting. Methodological advantages & Factor Analysis: Revision of theory &
limitations, Depth interviews: Procedures for in- exercises
depth interviews. Methodological advantages
and limitations, Projective techniques: Word Cluster Analysis: Revision of theory &
association, sentence & story completion, exercises
cartoon tests, photo sorts, consumer drawings, Discriminant Analysis: Revision of theory &
third person techniques. exercises
Observation Research: Multidimensional Scaling: Basic Concepts in
Multidimensional Scaling (MDS), Classifying
Conditions for using observation research.
MDS Techniques, Conducting
Advantages & disadvantages, Human Multidimensional Scaling, Scaling Preference
observation: Mystery shopper, one way mirror Data, Marketing applications of MDS, Market
observation, hopper patterns studies, content segmentation, New product Development.
analysis, humanistic enquiry, audits, Machine Correspondence Analysis, Relationship among
observation: Traffic counters, physiological MDS, Factor Analysis, and Discriminant
measurements, opinion & behavior Analysis.
measurement, scanner based research
Conjoint Analysis: Basic Concepts,
Special Methods in Marketing Research: Conducting Conjoint Analysis, Formulating the
Delphi technique, panel research, cohort Problem, Constructing the Stimuli, Deciding the
analysis, case method as a research tool. Form of Input Data, Selecting a Conjoint
Analysis Procedure, Interpret the Results,
Sampling Design & Sample Size Assessing Reliability and Validity. Applications
Determination of Conjoint Analysis in Marketing.
Questionnaire Design: Open ended, closed
Cases
ended & dichotomous questions, scaled
response questions. Steps & issues in Faculty will be handling eight or more cases
questionnaire design – including pilot testing &
• Marketing Research at P & G
revisions.
• Bose Corp.: Better Sound through Research
Marketing Research in Practice:
or Better Sales through Marketing?
Product Research: Concept & product testing. Advanced Micro Devices – Life Beyond
Test marketing, Advertisement Research: Ad Intel
tracking research – dip stick studies, on-air
• Pfizer’s Torcetrapib Failure: The Risks of
testing. Approaches to TV viewership ratings, New Drug Development
Satisfaction Research: Customer satisfaction
research –different approaches & • Coach Inc.: From Staid to Stylish
methodologies. Applications in service industry, • Guatemala: Evolving ‘The Soul of the Earth’
Industrial Market Research: Nuances of
conducting an industrial marketing research in • Failure of New Coke
the Indian context. Contrast with consumer • Match.com - The World's Leading Online
research. Personals Site

55
 • Unilever’s “Real Beauty” Campaign for
Dove
• Advertising Research Helps Amul
Challenge Kwality Walls
No. of
• Google and its TV Ads Program Topic
Sessions
Source: Case Studies in Marketing Research Special Methods in Marketing 1
& Product Management Research (Including case
discussion)
Sampling Design & Sample Size 1
Determination
Suggested Schedule of Sessions
Questionnaire Design 2
No. of
Topic Marketing Research in Practice 3
Sessions
(Including case discussion)
Introduction (Including case 2
discussion) Methods of Data Analysis, 1
Interpretation & Presentation
Sources of secondary data and how 2
to use them Factor Analysis (Including case 2
discussion)
Attitude Measurement Using 2
Surveys Cluster Analysis (Including case 2
discussion)
Experimentation (Including case 2
discussion) Discriminant Analysis (Including 2
case discussion)
Qualitative Research (Including 2
case discussion) Multidimensional Scaling 1
(Including case discussion)
Observation Research (Including 2
case discussion) Conjoint Analysis (Including case 3
discussion)
Total 30

56
 Consumer Behavior

Course Code : SL MM 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To understand the various factors influencing behavior of consumers – as individuals and as members
of a group/society, and also the impact of consumerism in the contemporary environment.

To understand the behavior of consumers – decision making, post-purchase behavior, behavior in a

shopping environment, etc. To understand the behavior of organizations as consumers.

REFERENCE BOOKS AUTHOR / PUBLICATION

Consumer Behavior ICMR
Consumer Behavior, 5e Schiffman, Leon G / Kanuk, Leslie Lazar
Prentice-Hall, India
Consumer Behavior Hawkins et al. McGraw Hill
Consumer Behavior Blackwell et al. Thomson
Consumer Behavior Solomon, Prentice Hall
Consumer Behavior: Concepts & Applications Loudon, David / Bitta, Albert Della. Tata
McGraw Hill

Detailed Syllabus under the new scenario of globalization,

technological changes, new retailing
Introduction to Consumer Behavior: environment, etc.
Definition, Role of Consumer Behavior in
Marketing, Distinction among consumer, CONSUMERS AS INDIVIDUALS
customer, buyer, user and payer. Framework of
Personality and Self Concept in Consumer
Consumer Behavior – Internal Influences, Behavior: Aspects of Personality & Impact on
External Influences, Self-Concept & Life Style Consumer Behavior. Personality Theories –
and Decision Process. Interdisciplinary subject Freudian, Neo-Freudian and Trait Theories,
encompassing concepts from psychology, Consumer Personality & Brand Personality, Self
sociology, anthropology, micro-economics and Concept – Types & Applications
organizational (buying) behavior. Applications
of Consumer Behavior. Consumer Needs & Motivation: Needs &
Wants, Latent & Manifest Motives in a
Consumerism & Consumer Behavior in the Purchase Situation, Maslow’s Needs &
Contemporary Environment: Consumer Consumer Behavior, Trio of Needs Theory,
movement & consumer rights. Concerns of Motivation Theories - Optimum Stimulation,
consumers – government regulations & role of Hedonic Experiences, maintaining behavioral
non-government organizations in addressing the freedom, avoiding risk, attributing causality.
same. Changing face of consumer behavior Motivational Conflict, Motivational Research.

57
Consumer Perception: Perception Process & cultural influences. Cultural lessons in
Involvement, Sensation & Sensory Thresholds, international marketing.
Sensory Overload & Selective Perception, Use
of Gestalt Principles in Marketing CONSUMER DECISION MAKING &
BEHAVIOR
Communications, Common Perceptions of
Colours, Interpretation – Semiotics. Perceived Diffusion of Innovation: Types and degrees of
Risk. Perceptual Positioning & Perceptual innovation & behavioral demands. Factors
Mapping. affecting adoption/diffusion & the decision
Consumer Attitude Formation & Change: making process. Adopter categories. Factors
Attitude functions. Tri-component attitude affecting speed of diffusion. Marketing
model, hierarchies of attitude components. strategies for enhanced diffusion.
Multi-attribute attitude models. Attitude Consumer Decision Making: Types of
measurement. Changing consumer attitudes.
decision making & involvement. Information
Consumer Learning: Applications of search pattern & marketing strategy. Categories
behavioral learning theories (classical of decision alternatives. Hierarchy of effects.
conditioning & operant conditioning) and Types of choice models – multi-attribute,
cognitive learning theories (iconic rote, additive difference, conjunctive, disjunctive,
vicarious/modeling and reasoning/analogy) to lexicographic & elimination by aspects.
consumer behavior. Modeling consumer decision making – Howard-
Sheth model, Nicosia model and Engel-
CONSUMERS IN THE
SOCIAL CONTEXT Blackwell-Miniard model.

Reference Groups & Opinion Leadership: Consumer in the Market Place: Factors
Consumer socialization & consumption influencing consumer outlet choice. Shopping
community. Types of reference groups, their orientation & shopping styles. Types of
nature of power & influence. Effect of reference purchases. In-store influences on purchase.
groups on product & brand purchase. Opinion Consumer responses to marketing
leaders – their role & types. Identifying opinion communications. Different forms of advertising
leaders and market mavens. appeals & consumer behavior.

Family, Gender & Age Influences: Family Post-Purchase Behavior:

decision making roles, conflicts and their Satisfaction/dissatisfaction – loyalty/non-use or
resolution. Role of gender and age in family complaint behavior. Measuring satisfaction,
decision making. Family life cycle and handling complaints, achieving customer
consumer decisions. loyalty. Post-purchase dissonance – causes and
approaches to reducing the same. Disposal
Social Class & Consumer Behavior: Social
alternatives.
class – its components & impact on consumer
behavior. Measuring social class, India’s socio- Dark Side of Consumer Behavior: Concerns
economic classification. Influence of social of marketers and dark side of consumer
mobility on consumer behavior. Targeting the behavior (addictions, devious behaviors).
poor & the rich, status symbols & conspicuous
consumption. Organizational Consumer Behavior:
Organizational buying roles, buying situations
Cultural Influences on Consumer Behavior: & buying processes. Influences on
Characteristics of culture, application of cultural organizational buying behavior.
learning & rituals in consumer behavior. Types
of sub-cultures in the Indian context. Cross-

58
Cases • Adbusters Media Foundation -The Global
Network of Social Activists
Faculty will be handling eight or more cases
• Online Matrimony Services in India • Kohl's Tie-Up with Estée Lauder -
Influencing Customer Perceptions
• Maruti - Valuing the Indian Used Car
Market • Pet Services in India - From Bow-Bow to
Wow-Wow
• CASAS BAHIA : Marketing to the Poor
• Shared Values - A Campaign Gone Hollow?
• Tesco - The Customer Relationship
Management Champion • Haldiram's - The No:1 Choice of Consumers
• Coca Cola India's Thirst for the Rural • Fairtrade - Influencing Purchase Decisions
Market
• Dove - Campaigning for Real Beauty
• Pepsodent - Charting Growth in Indian Oral
Care Market through Segmentation Source: Case Studies in Consumer Behaviour

• MTV : Connecting with the Customer Suggested Schedule of Sessions

• ITC's Foray into Convenience Food Market No. of
Topic
• Fast Food Fables Sessions
Introduction to Consumer Behavior 1
• Guatemala - Evolving 'The Soul of the Earth'
Consumerism & Consumer 1
• The Price War in Gujarat Newspaper Behavior in the Contemporary
Industry Environment
• HSBC - Local Bank to the World Personality and Self Concept in 2
Consumer Behavior
• Kellogg’s Indian Experience Consumer Needs & Motivation 2
• Archies – The Way Indians Greet Consumer Perception 2
• Lego Toys - The Story of Playful Learning Consumer Attitude Formation & 2
Change
• Market Expansion Strategies Of Maruti Consumer Learning 2
Udyog
Reference Groups & Opinion 2
• Reebok's Changing Gameplan Leadership
Family, Gender & Age Influences 2
• Krispy Kreme Doughnuts - America's
Hottest Brand Social Class & Consumer Behavior 2
Cultural Influences on Consumer 2
• Detroit - Getting Ready for an Image Behavior
Makeover
Diffusion of Innovation 2
• Shoppers' Stop Consumer Loyalty Program Consumer Decision Making 2
• The Teleshopping Business in India Consumer in the Market Place 2
Post-Purchase Behavior 2
• Tupperware - Influencing Opinions through
Word-of-Mouth Dark Side of Consumer Behavior 1
Organizational Consumer Behavior 1
• Shopping Malls - A New Shopping
Experience Total 30

59
 B2B Marketing

Course Code : SL MM 603 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course is designed for any student aspiring to develop a greater understanding of Business
markets and derived demand. The course focuses essentially upon
i). how to focus on Customers’ customer and what drivers the Business customers in this Pursuit
ii). how to identify and relate the marketing mix for Business markets.

REFERENCE BOOKS AUTHOR / PUBLICATION

Industrial Marketing ICMR
Industrial Marketing : Analysis, Planning & Reeder, Robert R et al. Prentice-Hall, India
Control, 2nd e
Business Marketing Strategy –Concepts & Rangan, V. Kasturi et al. Irwin McGraw Hill -
Application 1995
Business Marketing Management: A Strategic Hutt / Speh – South Western Educational
View of Industrial and Organizational Markets Publishing

Business Marketing – A Global Perspective, 1st e Hayes / Jenster. Irwin/ McGraw-Hill - 1996
Business Marketing Malhotra, Naresh

Detailed Syllabus Buying decision process, buying situations, Buy

grid, Buying center, Models of organizational
Introduction: The Need to Study Industrial
buying behavior. Government / public sector
Marketing - Volume of Trade Linked to
buying procedures .Buyer seller relationships
Industrial Markets - Indian and the Global
Uncertainties, Types buying orientation Types
Scenario. Consumer versus Business markets.
of Buyer seller relationships, managing
Business marketing environment Classification
relationships with suppliers, customers and
of Business products
distributors, conflicts and resolutions. Strategic
Demand Issues: Concepts of Derived Demand - alliances with customers ,suppliers, competitors
Short Term and Long Term Demand Issues - - and government.
Nature of derived demand, cross elastic demand,
Industrial Marketing Intelligence: Assessing
fluctuating demand, bull whip effect,
market opportunities. The marketing
inelastic demand, stimulating demand.
intelligence system, industrial marketing
Economic Linkages to Demand Studies
research, research process, demand analysis.
Organizational Buying Behavior:
Marketing Strategies: Formulation of
Classification of business customers - Traders -
Marketing Strategies for Industrial Products –
Manufacturers - Service Buyer - Systems Buyer.

60
Concept of strategic planning, Role of • Industrial Designing in India: Waking up to
marketing in strategic planning, Marketing the Global Demand
strategies, planning process, tools for designing
• Intel - The Component Branding Saga
Business marketing strategies Industrial Market
Segmenting, Targeting and Positioning – • Bosch’s Initiatives to Avoid Inventory
Segmenting the business market, criteria, Bases, Buildup
Evaluating segments, targeting strategies,
positioning. Nesting- a typical business market • ‘Cost Erosion’ at Tata Motors
segmentation process. • Information Technology Outsourcing at
Product Decision in Industrial Marketing: BBC

Make or Buy Decisions - Vendor Development • Danfoss’ Business Strategy in China

and Management, Product Bundling, Product • Qube: Market Development for Digital
Revival. New product development, First to Cinema
market versus follower, initiatives, adoption and
diffusion process.. New product testing in • CONCOR: No More a Monopoly
business markets. Role of branding in Business
• Microsoft’s Strategy for Small Businesses
markets
(A): The Innovative PR Campaign for MS
Pricing: Types, methods and strategies, factors Office Accounting 2007 Punj Lloyd:
affecting pricing, pricing across PLC, Marching Ahead at Brisk Pace; (B):
competitive bidding, Types of discounts, Price Marketing MS Office Live
negotiations, Leasing, Perspectives of contracts,
• The Gujarat Government: Wooing Investors
Reverse Bidding (Online business auctions).
Value analysis, Total cost of ownership, • SAP India Targets Small and Medium
Concepts of Cost, price, value, Profits and Businesses
customer surplus. Importance of pre tendering
and tendering activities. • TetraPak’s Packaging Innovations

Business to Business Communication: The • Technology in Measuring Promotional

Media - Seminars - Trade Shows - Performance
Demonstration - Simulation. Role of advertising • Natureworks: Market Development for
as a major support to sales force and channel. Bioplastics
Managing Distribution: Managing • Navman: The Resale Price Maintenance
Distribution Channel structure, design, Controversy
intermediaries, selecting intermediaries,
managing relationships • NTPC – Reliance: Conflict Over Gas Supply

Marketing of Services to Industrial Markets: • Hanover Messe: An Industrial Trade Fair

Industrial Repairs & Services Marketing, • AMD – Channel Support Strategies
Maintenance Services, Annual Maintenance
Contract, Outsourcing Servicing • Corporate Catering by RKHS in India

Recent Developments in Industrial • Rolls-Royce – A Manufacturer at Your

Marketing: Measuring Marketing Performance, Service
e-Business for Industrial Consumers, e-Supply
• Metaljunction.com: Redefining E-commerce
chains in industrial markets.
Business in the Indian Industry
Cases Source: Case Studies in Industrial Marketing
Faculty will be handling eight or more cases

61
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Pricing (Including case discussion) 3
Introduction (Including case 2 Business to Business 2
discussion) Communication (Including case
Demand Issues (Including case 2 discussion)
discussion)
Managing Distribution (Including 2
Organizational Buying Behavior 4 case discussion)
(Including case discussion)
Marketing of Services (Including 3
Industrial Marketing Intelligence 3 case discussion)
(Including case discussion)
Recent Developments in Industrial 3
Marketing Strategies (Including case 3 Marketing (Including case
discussion) discussion)
Product Decision (Including case 3
discussion) Total 30

62
 Services Marketing

Course Code : SL MM 604 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To focus on the research, strategy and application specific to decision-making in the highly
competitive and rapidly growing services sector.

REFERENCE BOOKS AUTHOR / PUBLICATION

Services Marketing ICMR
th
Services Marketing, 4 e Zeithaml Valerie / Bitner Mary Jo. Tata
McGraw-Hill
Services Marketing, 6th e Lovelock, Christopher , Prentice-Hall,
International Edition
Marketing Services: Competing through Berry, Leonard L / Parasuraman, A.
Quality
Services Marketing, 2nd e Nargundkar, Rajendra. Tata McGraw Hill -
2006
Managing Services Promises Berry et al.

Detailed Syllabus service to potential service - Customer Defined

Introduction to Services Marketing: Service Standards
Definition - Characteristics – Classification - Delivering Services: Role of Employees and
Present Marketing Environment. Customers in service delivery; Role of
Services Marketing Mix: Understanding the 7 Intermediaries - Service process – Blue printing
P’s Product, Price, Place, Promoter, People, – Physical evidence
Process & Physical Evidence. Managing Service Promise: Role of
Gaps Model Advertising, Personal Selling and Other
Communication
Understanding the Customer: Services vis-à-
vis goods, Consumer Behavior in Services - Pricing of Services
Customer Expectations of Services - Customer
Evaluating Success of Service Offering:
Perceptions of Services – Evaluation of services
Service quality and measurement –
Strategies for Services Marketing: Positioning SERVQUAL – Service recovery - Role of CRM
& Differentiation
Current Trends in Service Industries and
Demand & Capacity: Yield management Understanding Specific Service Industries:
Service Development Design & Standards: Financial, Hospitality, Health, Telecom,
New Service Development Process – Basic Consultancy, Logistics, Education, NGO, Public

63
Utilities, ITCS, Travel & Tourism, e-Services • Revenue Management at Prego Italian
and Professional Services Restaurant
• Walt Disney – The Evolution of the Brand
Cases
Faculty will be handling eight or more cases Source: Case Studies in Services Marketing
• Banyan Tree: Developing a Powerful Suggested Schedule of Sessions
Service Brand
• Bossard Asia Pacific: Can It Make Its CRM Topic
No. of
Strategy Work? Sessions
• Bumrungrad Global Services Marketing Introduction to Services Marketing 3
Strategy
• Charles Schwab’s Customer Focussed e- Services Marketing Mix 2
Business Strategy
Gaps Modeling 2
• Coyote Loco Evaluating Opportunities for
Revenue Management Understanding the Customer 3
• Customer Asset Management at DHL in Strategies for Services Marketing 2
Asia
Demand & Capacity 2
• Customer Service in Singapore Airlines
• Giordano International Expansion Service Development 2
• Indian Railways at the Crossroads Delivering Services, Managing 5
• Kerela Tourism – Branding a Tourist Service Promise, Pricing of Services
Destination
Evaluating Success of Service 3
• Lessons in Customer Service from Wal-Mart Offering
• Marriott’s Customer-Focused E-Business Current Trends in Service Industries 6
Strategy and Understanding Specific Service
• Match.Com – The World’s Leading Online Industries
Personals Site
Total 30
• Mumbai’s ‘Dabbawalas’ – An
Entrepreneurial Success Story

64
 Integrated Marketing Communication

Course Code : SL MM 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
i) To enable students to build a sound theoretical and practical understanding of the formulation of
promotional strategy and the management of the marketing communication process
ii) To develop an understanding of the economic and creative justifications for marketing
communications and
iii) To be sensitive to legal and ethical considerations in the formulation and the implementation of
marketing communications strategy.

REFERENCE BOOKS AUTHOR / PUBLICATION

Marketing Communication Strategy ICMR
Advertising and Promotion Belch, G E / Belch, M A. Tata McGraw-Hill
FCB Ulka Brand Building Advertising Concepts Parameswaran, M G. Tata McGraw-Hill
And Cases

Advertising Management, 5th e Aaker, David A et al. Prentice-Hall, India

Advertising Communications and Promotion Rossiter / Percy - Tata McGraw Hill
Management

Advertising and Promotion Management, 2nd e Rossiter, John R / Percy, Larry. McGraw-Hill
Strategic Marketing Communications : New Smith, Paul et al. Kogan Page, UK
Ways to Build and Integrate Communications
Principles of Advertising & Integrated Duncan, Tom. Tata McGraw Hill
Marketing Communication– 2005e
Why we Buy: The Science of Buying Underhill, Paco
Planning for power Advertising Halve, Anand. Sage publication

Detailed Syllabus Developing a Theoretical understanding of

Marketing Communications: The
Introduction to Integrated Marketing
Communication Process, Behavioral Aspects of
Communication: The Promotional –Mix, Role
Marketing Communication, Consumer response
of Marketing Communications in Marketing,
to persuasive communications- Different models
Evolution and Importance of Integrated
like Response Hierarchy Models, FCB planning
Marketing Communication, Economic and
Model, Cognitive Processing Models, Influence
Creative justification of marketing
of source message and channel factors on
communications.
communication.

65
Planning and organising the Integrated Cases
Marketing Communication Processes:
Faculty will be handling eight or more cases
Concepts of STP, Identification of the target
audience, Establishment of Marketing • Marketing and Communication Strategy of
Communications objectives, Setting Marketing Titan
Communication Budget, Organising for • VIP Industries - Positioning Itself as a
Marketing Communications: Role of Ad Lifestyle Brand
Agencies and other Marketing Communication
• Horlicks - Effective Repositioning Through
organizations, Client Agency Relationship
Focused Advertising
Media Issues: Print Media, Broadcast Media, • 'The Onida Devil' Returns
Display Media, Internet and Interactive Media,
Support Media, Media Planning and Strategy- • Changing Media Environment in India -
Implications for Advertisers and Media
Media Plan, Media objectives, Developing,
Planners
Implementing and Evaluating Media strategies.
• Life Insurance Marketing in India: Changing
Message Strategy: Creativity, The Creative Advertisement and Promotion Norms
Process, Creative strategy development- Copy
• Coke and Pepsi Television Commercials
Platform, The Big Idea, Creative Strategy,
Implementation and Evaluation • ColorPlus - Redefining the Rules of
Promoting Apparel
Other elements in Marketing
Communications Strategy: Below-the-line • Creative Communications in the Indian
Communications, Sales Promotion, Public Automobile Industry - Print Advertising for
the Tata Indica
Relation, Event management, Publicity,
Corporate Advertising, Direct Marketing, • The Siyaram Celebrity Endorsement
Personal Selling. Experience

Monitoring Evaluation and Control of • Consumer and Trade Promotions - Haier

Appliances (I) Pvt. Ltd.
Integrated Marketing Communications
Strategy: To measure or not to measure, • Google and the 'Click Fraud' Menace
Measurement process for Advertising,
• Orbitz's Effective Online Advertising
Measuring the Effectiveness of other Marketing
Communication elements • SMS Advertising

International Marketing Communication: • Buzz Marketing - A Marketing

Communications Tool
Role of international marketing communication
in international marketing, Cultural and other • The Marlboro Story
differences, Global Vs. localized marketing
• HLL's Media Strategy for Close-Up
communications, Organizing for international
marketing communication • The 'Incredible India' Campaign: Marketing
India to the World
Wider issues in Integrated Marketing
• SBI Life Promotes Pension Schemes
Communications: Regulation of Advertising
and Promotion – Self and State regulation, • Promoting Television Serials - 'Jassi Jaissi
Social, Ethical and economic aspects of Koi Nahin'
Marketing Communication. • 'Goli ke Hamjoli' (Friends of the Pill) - An
Integrated Social Marketing Campaign

66
• Brand Management Strategy of Dabur Suggested Schedule of Sessions
Vatika
No. of
• The Multi-Branding Strategy of Yum! Topic
Sessions
Brands
Introduction to Integrated 2
• Asian Paints - Adding Colors
Marketing Communication
• Airtel - Positioning (and Repositioning) (Including case discussion)
• Relaunch of Frooti - The 'Digen Verma' Developing a Theoretical 3
Campaign understanding of Marketing
Communications (Including case
• Lifebuoy - Successful Repositioning & Re-
launch of an Established Personal Care discussion)
Brand Planning and organizing the 3
• IKEA's Global Marketing Strategy Integrated Marketing
Communication Processes
• Marketing Viagra in India (Including case discussion)
• Titan Watches - Advertising in Global Media Issues (Including case 3
Markets discussion)
• Perfetti Van Melle - Outsourcing Indian Message Strategy (Including case 4
Advertisements discussion)
• The Story of Benetton's Advertisement Other elements in Integrated 1
Campaigns Marketing Communications
• Childhood Obesity: Should Junk Food be Strategy: (Including case
Regulated? discussion)
Below-the-line 2
• Crisis Management at Bausch & Lomb -
'ReNu The MoistureLoc' Controversy Sales Promotion (Including case 2
discussion)
• Communicating during a Crisis - The Pepsi 1
Syringe Scare Public Relation, Event
management, and Publicity
• PepsiCo’s Distribution and Logistics Corporate Advertising (Including
Operations case discussion)
• Reverse Logistics - Gaining Importance Direct Marketing 1
• Revamping the Supply Chain - The Ashok Personal Selling. 1
Leyland Way Monitoring, Evaluation and Control 2
• Sears - Logistics Management Practices of Integrated Marketing
Communications Strategy
• Carrefour - Managing the Global Supply
Chain International Marketing 3
Communication (Including case
• Unilever Restructures its Supply Chain discussion)
Management Practices
Wider issues in Integrated 2
• Asian Paints - Blending Technology and Marketing Communications
Distribution
Total 30
Source: Case Studies in Marketing
Communications

67
 Sales and Distribution Management

Course Code : SL MM 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To make the student aware of issues related to sales force management focusing on “selling” as a tool
of Marketing Communication. The study of Channel Management offers an appreciation of logistics
of information and goods, and exposes students to the types of systems required to optimize
organizational efficiency through this function.

REFERENCE BOOKS AUTHOR / PUBLICATION

Sales & Distribution Management ICMR
Sales Management - Decisions, Strategies and Still, Richard R et al. Prentice-Hall, India
Cases, 5th e
Sales Management Venugopal, Pingally
Sales Management Panda / Sahadev
Marketing Channels: A Relationship Approach Pelton, Lou E et al.
Sales and Distribution Management – Text & Havaldar / Cavale. Tata Mcgraw Hill - 2007
Cases

Professional Sales Management, 2nd e Anderson, Rolph E et al. Tata McGraw-Hill

th
Sales Management, 6 e Futrell, Charles. South-Western College Pub -
2000

Retailing Management – Text & Cases, 2nd e Pradhan, Swapna. Tata McGraw-Hill - 2006

Detailed Syllabus Sales Organization: Setting up a Sales

Organization - Basic types of Sales
Role of Salesperson: Responsibility - Cross Organization Structures including Outsourced
Functional Linkages – Lifetime Customer sales force - Inter-departmental Relations and
Concept – Management of Accounts Structures - Coordination of Personal Selling
Receivables with Other Departments.
Selling Skills: Value Proposition – Customer The Sales Effort: Sales Planning - Forecasting
Value Creation - Lifetime Customer Value – Qualitative and Quantitative Methods –
Creation- Personal Selling A Promotion Mix Overview of Linear Regression, Time Series
Element - Buyer-Seller Dyads - Diversity of Analysis, Moving Averages - Budgeting –
Personal Selling Situation - Theories of Selling Designing Territories – Territory Management -
- Prospecting - Sales Resistance - Closing Sales Routing - setting Sales Quotas Profitability
– Key Accounts Management analysis of sales effort

68
Sales Force Management: Estimation of Sales • Max New York Life - The 3P Strategy
Force – Workload, Breakdown and Incremental
• Indian Aviation – Price Wars & More
Analysis Recruitment and Selection of Sales
Personnel - Planning and Conduct of Sales • Subhiksha - Discount Store with a
Training Programs - Motivating and Difference
Compensating Sales Personnel – Compensation • Organization Restructuring at Nokia
Systems - Incentive Plans – Disincentive –
Benefits – Performances Appraisals – • HR Practices of the Container Store
Evaluation – Criteria for evaluation • Novartis - Managing the Sales Force
Distribution: Introduction to Marketing • Women Sales Force at Tupperware
Channels – Structure, Functions and Flows –
Channel participants - Type and Number of • Dealer Training Programs - A New Trend
Intermediaries • LG India - Approach to Rural Markets
Management of Marketing Channels: • Computer Associates - Moving Toward
Selecting a channel – Channel Design -Vertical Territory Management
and Horizontal Marketing Systems – Channel
• TI Cycles - Targeting Urban Adults
Evaluation – Channel Profitability Analysis-
ROI- Channel Co-operation with Conflict and • Mahamaza.com - Bringing e-commerce to
Competition. Marketing channels Rural India

Wholesalers: Classifications – Functions – Key • Cemex and its Technology Initiatives

Tasks – Limitations – Distributors/ Dealers/ • ICICI Prudential - Multiple Distribution
Stockists – Trends Channels
Rural Distribution: Introduction to Rural • Distribution Strategies of Foreign
markets – Features (extend above concepts to Educational Institutions in India
rural markets)
• Indian Post Office - Redefining Distribution
Retailing: Nature and Importance - Types of
• HLL - Reinventing Distribution
Retailing - The Retail Organization -
Commodities Retailing Vs. Brand Retailing – • TATA Chemicals - Reaching Out to the
Non-Store Retailing & e-Retailing Masses

Market Logistics: Meaning and Scope – • Indian Film Distribution - The Transition
Outbound Logistics – Transportation including Phase
multi-model system – Warehousing – freights – • Tupperware in India
CFAs – 3 PL and 4 PL providers – reverse
logistics – Technology in logistics – recent • Goodyear Tires - Managing Dealer Relations
trends
• Channel Conflict at Apple
Cases
• Food Corporation of India
Faculty will be handling eight or more cases
• Baskin Robbins - Sales Strategy for India • Apple iTunes: Changing the Face of Online
Music Retailing
• Eureka Forbes – The Direct Marketing
• Akbarallys - Reinventing for Profits
Pioneer
• Mary Kay Inc. - The Saleswomen • McDonald’s Food Chain in India

69
• Yellow Transportation Inc. – The Tech Suggested Schedule of Sessions
Leader of the Trucking Industry in India
No. of
• Inventory Management at Amazon.com Topic
Sessions
• TVS Logistics - Building a Global Supply Role of Salesperson (Including case 3
Chain discussion)
• Streamlining Logistics at General Motors Selling Skills (Including case 2
Corp discussion)

• PepsiCo’s Distribution and Logistics Sales Organization (Including case 4

Operations discussion)
The Sales Effort (Including case 2
• Reverse Logistics - Gaining Importance
discussion)
• Revamping the Supply Chain – The Ashok Sales Force Management (Including 3
Leyland Way case discussion)
• Sears - Logistics Management Practices Distribution (Including case 2
discussion)
• Carrefour - Managing the Global Supply
Chain Management of Marketing Channels 3
(Including case discussion)
• Unilever Restructures its Supply Chain
Management Practices Wholesalers 3
Rural Distribution 2
• Asian Paints - Blending Technology and
Distribution Retailing 3
Source: Case Studies in Sales & Distribution Market Logistics (Including case 3
Management discussion)
Total 30

70
 Retail Management

Course Code : SL MM 609 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course enables the students to understand the retailing process, the environment within which it
operates and the various retail institutions along with their functions. Make students aware of the
retail marketing strategies and the financial performance of retail business. The course would provide
knowledge and inculcate analytical skills required for retail management and build strong foundation
for students who plan to make their career in field of retailing factoring in current
globalization/internationalization trends.

REFERENCE BOOKS AUTHOR / PUBLICATION

Retailing Management ICMR
Retail Management – A strategic Approach, Berman, Barry / Evans, Joel R. Pearson
9th e Prentice Hall.
Retailing Management, 6th e Levy, Michael / Weitz, Barton. McGraw-
Hill/Irwin - 2006
Retail Management, 1st e Bajaj, C. et al. Oxford University Press - 2005
Retailing, 5th e Dunne, Patrick M. et al. Thomson South
Western – 2004
Retail Marketing Management, 2nd e Gilbert, David. Pearson Education
Principles of Retail Management Varley, Rosemary / Rafiq, Mohammed.
Palgrave McMillan

Retailing Management – Text & Cases, 2nd e Pradhan, Swapna. Tata McGraw-Hill - 2006
Managing Retailing Sinha, Piyush Kumar / Uniyal, Dwarika Prasad.
Oxford University Press - 2007
ETIG publication/report Economic Times Group

Detailed Syllabus environment - The Technological environment -

The Global environment. Indian Experience in
Retailing - An Overview
Retailing – Current govt. policies
Retailing: Definition and Scope - Retailer -
Evolution of Retailing Industry - Factors behind Retail Institutions: Theories of institutional
the change of Indian Retailing Industry - change - Classification of retailers - Store based
Economic Growth - Retailers Role in Retailers - By price - By Product line –By
Distribution Channels - Benefits of Retailing - verticals, Non store based Retailer.
Retailing Environment - The Legal environment Understanding the Retail Customer: The
- The Economic environment - The Competitive Market - Structure of Buying Population -

71
Population Analysis - Demographic Analysis - Analyzing Merchandise Performance - ABC
Durables - Non Durables - Product Availability Analysis - Sell-through Analysis - Multiple
- Convenience Products - Shopping Products - Attribute Analysis.
Specialty Products - Buying Situations -
Retail Pricing Strategies: Types of Pricing
Consumer Population - Consumer Requirements
strategies and Practices, Adjustments to the
Life styles - Life Cycle
Initial Retail price – Markdowns .Markdown
Retail Market Strategy: Definition of retail Cancellations - Horizontal Price Fixing -
Market Strategy - Strategic Planning -: Predatory Pricing - Comparative Price
Assessing the Firms situation – SWOT. Advertising - Bait- and - Switch Tactics.
Financial Strategy: Strategic Profit Model – Managing The Retail Store
Operational financial efficiency,. Retail Audit
Store Management and control: Store
Store Location and Site Evaluation: Manager - Responsibilities - The Retail Staffing
Importance of Location Decision - Retailing Process: Job Analysis - Job Description - Job
strategy and Location - Characteristics Used in Specification - Recruiting the Store Staff, Group
Location - Analysis - Defining the Trade Area - Maintenance behaviors - Compensating and
Reilly's Law - Huffs Model - Concentric Zones Rewarding Employees, Cost Controls - Labor
- Geo demographics - Infrastructure Site scheduling - Store Maintenance - Energy
Evaluation and Selection - Types of Locations - Management - Reducing Inventory Losses,
Planned Shopping Centers. Calculating Shrinkage - Detecting and
Preventing Shoplifting - Store Design -
Retail Organization and Management: Forms Employee Training.
of Retail Organization - Number of
Organizational Levels. Store Layout - Design and Visual
Merchandising: Stores Exterior: Store Layout:
Merchandise Management
Types of Design - Types of Display Areas -
Merchandise Assortment Planning: Flexibility of Store Design - Stores Interior -
Organizing the buying process by Categories: Managing Space including planograms,
Category Management, Private label strategies - Location of Departments - Location of
The Buying Organization. Merchandise within departments: Use of
Planograms - Evaluating Space Productivity -
Setting Financial Objectives: Putting profits - Merchandise Presentation Techniques - Idea
sales and turnover together: GMROI, Measuring oriented presentation - Style item presentation
Inventory turnover and Sales forecasting - Color presentation - Price lining - Vertical
Assortment Planning Process. Merchandising - Tonnage merchandising -
Purchasing Systems: Merchandise Budget Frontal presentation - Fixtures.
Plan: Monthly sales percent distribution to Atmospherics: Visual Communications -
season - Monthly sales - Monthly reductions Lighting - Color - Music - Scent - Store
percent distribution to season - Monthly Security.
reductions.
Service Quality delivery and maintenance:
Merchandise Purchasing Service quality dimensions- CRM approaches in
Merchandise Budget Plan: Monthly sales retailing
percent distribution to season - Monthly sales - Retail Selling : Effective retail selling
Monthly reductions percent distribution to approaches, Supply chain management in
season - Evaluating Merchandise Budget Plan, retailing, Improved Product Availability -

72
Improved Assortment - Improved Return On • Hindustan Lever’s Foray into Network
Investment - Merchandise Logistics - The Marketing
Distribution Center - Out Sourcing - Store Vs • Radhakrishna Foodland: Powering
Distribution Center Delivery - Pull Vs Push McDonald’s in India
Logistics Strategy - Information Flow - Data
Base Retailing - Build and Manage Dialogues • Zara’s Supply Chain Management Practices
with Customers. Quick Response Delivery • Apple Computer: The Reseller Conflict
Systems (QRDS).
• Employee Focus in Shoppers’ Stop
IT in retailing: Introduction of RFID and other
Source: Case Studies in Retail Management
emerging technology, overview of IT modules Volume II
in retailing
Suggested Schedule of Sessions
Aspects in Mall Management: Issues in
planning and managing a mall No. of
Topic
Sessions
Legal and compliance aspects in Retailing:
Different acts as applicable to retail Retailing - An Overview 2

Cases Retail Institutions 2

Understanding the Retail Customer 1
Faculty will be handling eight or more cases
Retail Market Strategy 2
• Carrefour’s Strategies in China
Financial Strategy 1
• Retail Solutions for ITC’s Wills Lifestyle
Store Location and Site Evaluation 2
• Organized Retail Industry in India
Retail Organization and Management 1
• Wal-Mart’s Strategies in China
Merchandise Assortment Planning 2
• Carrefour’s Exit from South Korea
Purchasing Systems 2
• Viveks: Retailing Strategies Merchandise Purchasing 1
• Tesco’s Globalization Strategies and its Retail Pricing Strategies 2
Success in South Korea
Store Management and control 1
• Whole Foods Market’s Growth Strategies
and Future Prospects Store Layout, Design and Visual 2
Merchandising
• Restructuring Pantaloon Retail: The ‘Future
Service Quality delivery and 1
Group’ Initiative
maintenance
• The Break-up of the RPG-DFI Joint Venture
Retail Selling 1
• Tesco’s ‘Steering Wheel’ Strategy Supply chain management in 2
• Royal Ahold NV: The US Foodservice retailing
Accounting Fraud Aspects in Mall Management 2
• Nordstrom’s Perpetual Inventory System IT in retailing 2
• Turnaround of JCPenney Legal and compliance aspects in 1
Retailing
• Big Bazaar: Serving the Classes
Total 30

73
 Product Management

Course Code : SL MM 610 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course is intended to give the students insights to the origin & development of the Product
Management function.

The course also intends to expose the student to the role of Product Manager and developing new
products and managing products through their life cycle contributing to the Marketing Process.

REFERENCE BOOKS AUTHOR/PUBLICATION

Product Management Lehmann, Donald R / Winer, Russel S –
Tata McGraw Hill
New Product Management, 6th e Crawford, C Merle / Benedetto, C Anthony Di
McGraw Hill
Brand Management Moorthi, YLR. Vikas Publication

Brand Positioning, 2nd e Sengupta, Subroto. Tata Mcgraw Hill - 2005

Product Management Chunawalla, S.A. Himalaya Publication - 2007

Successful Product Management, 2nd e Morse, Stephen. Kogan Page - 1998

Detailed Syllabus product – Analyzing Industry, Market Structure

– (Perceptual Maps), Competition and
Introduction: Overview of product
customers - Demand and Sales Analysis
management – Products-Markets-Brands
relevance to different industries-Companies- Market Planning; Understanding Competitive
FMCG-Durables-Industrial-Services companies. Strategies for Decision Making, Preparation of
Marketing Plan - Components-- Executive
Role and Scope of a Product Manager : Summary – Objectives – Target Segments –
Product – Market – Profit – Coordination – Product Marketing Strategy– Marketing Mix—
Forecasting – Planning at Corporate – Budgets–Sales Forecasts –Action Plan.
Divisional and Product Levels – The Product
Manager’s Role in the Organization, Product New Products - The Importance of
Managers’ Role in New Product Development – Innovations: Identifying Opportunities, New
Training Field Force – Financial Analysis of Product Development Process, Tools and
Products-- Overview of legal provisions. (with Techniques for Product Development –
reference to different markets) (Conjoint Analysis) Concept Testing-Test
Marketing-Launch Management, Financial &
Understanding the Nature of Markets and Legal Issues & Concerns, Product Forecasting
Products: Defining the market –the Nature of Models.

74
Product Portfolio Analysis: Product Portfolio • The Maggi Brand in India: Brand Extension
Models – The Strengths and Limitations of and Repositioning
BCG, GE, AD Little and Risk Return Models
• Glaxosmithkline’s Marketing Strategy for
For Portfolio Analysis – Analysis Of Product Requip: A Case Study in Product Lifecycle
Length, Depth And Width For Strategic Management
Decisions, portfolio gap analysis –Products and
Brands--When to Go for Branding—the Role of • Crisis Management: Dealing with a Product
Crisis
Packaging, Positioning, Repositioning,
Differentiation, Demarketing • Toyota Prius: A Case in New Product
Development
Pricing, Distribution and Promotion
Decisions: Planning for, Monitoring and Source: Case Studies in Marketing Research
Controlling the Product Over Its Life Cycle; and Product Management
Role of Communication in Product Planning—
PR, Advertising, Event Marketing and Sales
Suggested Schedule of Sessions
Promotion—Choice of Channels No. of
Topic
The Product Audit – Product Audit Policies – Sessions
Elements of Product Audit.
Introduction (Including case 3
Cases discussion)
Faculty will be handling eight or more cases Role and Scope of a Product 3
Manager
• Product Management at Maruti Udyog
Limited Understanding the Nature of Markets 3
• Max New York Life – The 3P Strategy and Products (Including case
discussion)
• Tata Motors: Serving an ‘Ace’ for Success
Market Planning (Including case 3
• iRobot's Roomba: Bringing Robots into discussion)
Homes
New Products - The Importance of 6
• Merck’s New Product Development and Innovations (Including case
Launch Strategy for Januvia discussion)
• Multi-Branding Strategy of Videocon
Product Portfolio Analysis 6
Industries in the Consumer Durables Sector
(Including case discussion)
• Sustainable Packaging Practices at Lush
Fresh Handmade Cosmetics Pricing, Distribution and Promotion 4
Decisions (Including case
• Apple iPod’s Promotional and Positioning discussion)
Strategies
The Product Audit 2
• Body Shop Brand: Repositioning to Target
the ‘Masstige’ Segment and Impact of its Total 30
Acquisition by L’Oréal

75
 Brand Management

Course Code : SL MM 612 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To familiarize students with the concept of a ‘brand’, the role of branding in marketing strategy;
brand equity, its importance and measurement, how to create and retain brand equity; operational
aspects of brand management. To introduce students to advanced topics of Brand Management.

REFERENCE BOOKS AUTHOR / PUBLICATION

Strategic Brand Management, 2nd e Keller, K.L. Prentice –Hall

Strategic Brand Management Kapferer, J.N. Free Press - 1994
Brand Management: The Indian Context; Moorthi, Y.L.R Sangam Books Ltd. - 1999
Managing Brand Equity Aaker, D.A Free Press - 1991
Brand Leadership: The Next Level of Brand
Aaker / Joachimsthaler. Free Press - 2000
Revolution
Beyond Branding Marconi, J. Probus Professional Pub. - 1993
Brand Positioning: Strategies for Competitive
Sengupta, S. Tata McGraw Hill - 2005
Advantage
Czerniawski, R.D. / M.W. Maloney. Hudson
Creating Brand Loyalty
House Publishing - 1999
Brand Power Stobart, P. NYU Press - 1994

Creating Powerful Brands, 3rd e Leslie de, C / Mc Donald. Butterworth –

Heinemann - 2003
Brand Portfolio Strategy Aaker, David A. Free Press - 2004

Detailed Syllabus scope for branding, the role of branding and

branding strategies needed at different stages in
Concept of ‘Brand’ : Why Brand? What does the evolution of the market, Brand Architecture:
Brand Building involve? Identification of Handling a Large Portfolio, Multi-Brand
opportunity for branding and Brand Portfolio. Brand Hierarchy, Revitalizing brands:
Management Process. Brand Identity, Re-launch, Rejuvenation, when brand is dying
personality, image and equity. or stagnating, or when the market is dying or
Branding Positioning and repositioning stagnating
Strategic brand Management Process : Creating strong brands through secondary
Sustaining a brand long-term, Branding at Brand Associations: Creating Brand image
different stages of market – evolution – The through elements of marketing mix.

76
Managing Brand Extensions • Boots: Hair-care Sales Promotion
Managing Brand Equity: What it means: how • Tourism Malaysia: Creating ‘Brand
to build it; Choosing brand elements to build Malaysia’
brand equity – Customer based brand equity –
Understanding and Measuring brand equity • Snapple’s Marketing: An Unconventional
Brand’s Claim to Fame
using Aaker, Keller. Kapferer, Young and
Rubicum, Interbrand methodologies (methods • Haagen-Dazs: Repositioning a Cult Brand
of brand valuation); Monitoring brands, Sources
of brand equity (Brand Awareness, Brand • Tata Indica V2 Xeta: Competing in the
Indian Small Car Market
personality, Brand loyalty, perceived quality,
brand associations). The Brand Report Card • Mountain Man Brewing Company: Bringing
the Brand to Light
Managing brands across geographical
boundaries. Source: Case Studies in Brand Management
Volume II
Special branding categories: Service brands,
Private labels, Industrial brands, Luxury brands, Suggested Schedule of Sessions
Heritage brands, Internet brands, TOM (Top of
mind recall) brands. No. of
Topic
Sessions
Brand building in Indian context.
Cases Concept of ‘Brand’ (Including case
3
Faculty will be handling eight or more cases discussion)

• ‘Hello Kitty’: A Japanese Superbrand Branding Positioning and

repositioning (Including case 2
• Red Bull’s Innovative Marketing: discussion)
Transforming a Humdrum Product into a
Happening Brand Strategic brand Management
• Volkswagen’s Iroc Concept: Reviving the 7
Process (Including case discussion)
Scirocco to Target a Niche Market
Creating Brand Image (Including
• The loveLife Brand (A): Initiating a 4
Behavior Change in South African Youth to case discussion)
Prevent HIV
Managing Brand Extensions
• Body Shop Brand: Repositioning to Target 2
the ‘Masstige’ Segment and Impact of its (Including case discussion)
Acquisition by L'Oréal Managing Brand Equity: (Including
• Repositioning Dabur case discussion)
7
• Arvind Brands’ Competitive Position in the
Indian Branded Apparel Market Managing brands across
geographical boundaries (Including 1
• Multi-Branding Strategy of Videocon case discussion)
Industries in the Consumer Durables Sector
Special branding categories
• What’s in a Name – Lessons from Three 2
Rebranding Exercises in India (Including case discussion)
• Apple iPod’s Promotional and Positioning Brand building in Indian context.
Strategies 2
(Including case discussion)

Total 30

77
 Applied Marketing Management

Course Code : SL MM 613 Sessions : 30

Credit : 3 Semester : III/IV

Objective
• It is to give the student of marketing an advanced perspective in theory and applications. This
course is expected to make the students learn the advanced perspectives with reference to select
practices and theory.
• The course will be offered as a modular course and in a largely seminar format

REFERENCE BOOKS AUTHOR / PUBLICATION

The Strategy and Tactics of Pricing: A Guide to Nagle, Thomas T. & Hogan, John e. (2006),
Growing More Profitably, 4e Prentice-Hall, Upper Saddle River, NJ

Marketing Management: Analysis, Planning, Philip Kotler, PHI.

implementation and control

Marketing Models Lilien, Gary L;, Philip Kotler, and K. Sridhar

Moorthy (1992), Englewood Cliffs, NJ
Prentice-Hall.

Foundations of Marketing Theory Sheby D Hunt, Richard Irwin

Journal of Marketing Special issue of Marketing Metrics

Detailed Syllabus Markets, Pricing of services, Pricing in

international markets, Pricing in NGOs.
Overview of the course: The course objective,
Marketing implications of duties & Taxes: CST,
the rationale, the modular nature of the course,
Central Excise, MODVAT, Export-Import
the need to appreciate the conceptual linkages
documentation.
Theories of Marketing: The normative-
Contemporary marketing platforms:
positive dichotomy, The practice and the theory
Marketing strategies for emerging rural markets
relationship, the art science views of marketing.
and mature urban markets. Marketing in an
Evolution of Marketing through.
NGO for funding and for services consumption
Marketing Models: Introduction to modeling (To include contemporary marketing for Real
and marketing models, Forecasting, Market Estate, Biotech etc. as project domain under
share. Marketing Audit)
Pricing: Costs understand (Period, process, Permission Marketing: The concept of
product, job order etc.,) Theories of pricing, permission marketing, applications in the global
pricing under uncertainty, pricing in Industrial and national context, the regulatory framework

78
that enables enforcement of permission Suggested Schedule of Sessions
marketing.
No. of
Online Marketing: Marketing solely on Topics
Sessions
internet, online marketing as a complimentary
Overview of the courses 1
tool to promote, sell distribute etc.
Theories of marketing 3
Negotiation skills: Recap on the concepts of
negotiation, the applications of negotiation in Marketing Models 3
internal decisions, with the customers, with Pricing 4
business associates and with the trade.
Contemporary marketing platforms 3
Marketing Metrics: Measuring Marketing Permission marketing 1
Productivity, Return on Investment Implications
Online marketing 2
for Promotional Expenditures, Customer
Satisfaction and Shareholder Value, PIMS. Negotiation skills 2

Marketing Audit: Components of audit, audit Marketing Metrics 3

procedures and methods. (Groups work & Marketing audit (as an assignment 4
Individual presentation) Presentation. topics with presentations)

Markstrat: Brief outline, Marketing Strategy Markstrat (including online 5

game followed Group work & Individual interaction with students)
presentation by Total 30

79
 International Marketing

Course Code : SL MM 607 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course is designed for any student aspiring to develop a greater understanding of global markets,
and the mindset of a global manager. The course focuses essentially upon (i) how to access and build
stronger competitive advantage by participating in a dynamic global markets, and (ii), how to
identify, build, and serve, strong global businesses.

REFERENCE BOOKS AUTHOR / PUBLICATION

Global Marketing Management, 5th e Keegan, Warren J. Prentice-Hall, India

International Marketing Joshi, R M. Oxford University Press - 2005
International Marketing : Analysis & Strategy, Onkvisit, Sak. Prentice-Hall, India
3rd e
International Marketing, 11th e Cateora, Philip R / Graham, John L. McGraw-
Hill - 2008
Global Marketing: Foreign Entry Local Johnson, Johny. Tata McGraw Hill - 2006
Marketing and Global Marketing, 4th e
The Essence of International Marketing Paliwoda. Prentice-Hall, India
International Marketing Fayerweather, John. Prentice-Hall, India
Global Marketing Strategy Douglas. Tata McGraw-Hill

Detailed Syllabus organization: International marketing

implication.
Introduction: Need for International
Marketing, Driving and restraining forces, The SLEPT Factors: Social/Cultural, Legal,
evolution process, process of Economic, Political and Technological.
Internationalization.
Socio cultural environment: Importance,
World Market Environment: Identifying and Cultural universals, High and low context
Analyzing Opportunities in the International cultures, Importance in business, Culture-
Trading Environment - Understanding the communication, behavior and religion,
Changes in the World Trading Environment: Analytical approaches- Hofstede’s cultural
Countries, World Regions (e.g. the European typology, self reference criterion, environmental
Union), Barriers for international trade, Tariff sensitivity, Suggested solutions.
and non tariff barriers, Major International Political legal and Regulatory environment:
Bodies : IMF, World Bank, World trade Nation, State and Sovereignty, Risks- taxes,

80
Dilution of equity, Confiscation, nationalization advertising regulations, Media and Message
and domestication, International Law, Common considerations, Role of culture, Global
law, Coded law, Islamic law, Jurisdiction, promotions.
Antitrust ,Bribery and corruption
Distribution: Foreign Market Channel
Economic environment: World economy, Management - Channel Members - Expectations
theories of absolute and comparative adv, and Performance, Objectives and constraints,
Ohlin’s factor endowment theory, Porters Channel innovations, channel strategy for new
diamond- National advantage, Economic market entry.
systems, Stages of economic development,
Income and PPP, Location of population, Pricing Strategies for International Markets:
Growth of Regional trade agreements, Regional Skimming and Penetration Pricing; Currency
Integrations, Degrees of economic cooperation. Considerations in Exporting and in International
Marketing. Target costing, Pricing concepts,
The ‘C’ Factors: Countries, Currency,
Global pricing objectives, Gray market goods,
Competition, Countries in different stages of
Dumping, Transfer pricing, Policy alternatives.
economic and political development and its
relevance, Impact of currency and exchange rate International Marketing Decisions: The
fluctuations. Suggested remedies, Analyzing Development of International Marketing
competition Industry analysis, Porters national Strategy - International Marketing Planning -
diamond, Strategic models, Strategic positions, The Development of Appropriate
Strategic Intents-, loose bricks, layers of Organizational Structures, Cultures and
advantage, collaboration among competing
Capabilities - Managing and Controlling In-
firms, Changing the rules of engagement,
House and External Resources. The Expatriate,
Richard D Aveni’s hyper competition.
the National and Global Manager –
Marketing Research: Information abundance Standardization and Issues of Globalization in
versus scarcity, Information Subject agenda, International Marketing. Selection of Tools for
Sources of Market information, Formal International market analysis, Evaluation of
research, estimation by analogy, study of Suitability: Marketing and Financial
patterns. Implications.
Market Entry and expansion: Choices, Export Procedures and Documentations:
Selection and Decision, Which market to enter Terms of Sale, Incoterms, FOB, CFR, CIF,
and How to enter?, timing of entry, scale of DDU, DDP terms. Different terms of payments,
entry, mode of entry, Factors to be considered
Counter trade and its forms, Terms of offer,
for entry strategies, Advantages and
Lines of credit, different forms of documentary
disadvantages of different methods of entry.
credits, Export Promotions: Institutional
International Product Management: Basic Infrastructure for export Promotions and
concepts, Positioning, Saturation levels, Design Initiatives taken by Government of India
considerations, COO effect, Strategic
alternatives, Global products and brands, Emerging issues in international marketing:
Building brands in International markets, The Internet: Impact of Electronic
Standardization versus adaptation. Communication through Internet on
International Marketing - History of Internet -
Implementing International Marketing Areas of Operation & Modalities - Method of
Strategy Setting up World Trade Operation using
Marketing Communication: Standardization Computers - Creation of Internet & Intranet -
Vs adaptation, Selecting an ad agency, Global Costs of Operation.

81
Cases No. of
Topic
• Toyota's Globalization Strategies Sessions

• The Kodak - Fuji Rivalry Marketing Research 2

• The Fall of Daewoo Motors Market Entry and Expansions 3

• Saudi British Bank - HSBC's Saudi Arabian International Product Management 2

Experience Marketing Communication 2
Source: Case Studies in International
Distribution (Including case 2
Marketing
discussion)
Suggested Schedule of Sessions Pricing Strategies (Including case 3
discussion)
No. of
Topic
Sessions International Marketing Decisions 3
Introduction and World Market 3 Export procedures and 2
Environment (Including case documentations and Export
discussion) promotions
The SLEPT Factors (Including case 3 Emerging trends in international 2
discussion) marketing
The ‘C’ Factors (Including case 3
Total 30
discussion)

82
 Strategic Marketing Management

Course Code : SL MM 608 Sessions : 30

Credit : 3 Semester : III/IV

Objective
i) To appreciate the characteristics and planning needs of organizations in a variety of sectors so
that the marketing mix can be tailored in its detail to meet the wants/needs of identified market
segments and to achieve specified strategic and tactical objectives,

ii) To have an understanding of the issues associated with the effective implementation and control
of marketing plans and how the principal barriers to implementation might possibly be
overcome,

iii) To appreciate the need to understand dimensions of the international environment within which
marketing decisions are increasingly made.

REFERENCE BOOKS AUTHOR / PUBLICATION

Strategic Marketing Management ICMR
Strategic Marketing Management – Planning, Wilson, Richard M S et al. Butterworth
Implementation & Control, 3rd e Heinemann - 2005
th
Strategic Marketing, 9 e Cravens, David W / Piercy, Nigel. McGraw Hill
Higher Education - 2008

Strategic Marketing, 6th e Aaker, David. John Wiley & Sons - 2001
Market Driven Strategy Day, George S. Free Press latest edition
Marketing Management Strategies and Guiltinan. Tata McGraw-Hill latest edition
Programs
Strategic Marketing : Cases & Concepts Atkinson, John / Wilson, Ian. Addison-Wesley
Longman latest edition

Marketing : Planning and Strategy, 7th e Jain, Subhash. South-Western Pub - 2004
th
Strategic Marketing Management, 10 e Kerin, Roger / Peterson, Robert. Prentice Hall -
2003

Contemporary Strategic Marketing, 2nd e Brenan et al. Palgrave Macmillan - 2007

Detailed Syllabus Between Marketing Planning and Corporate

Planning - The Basis of Planning and Control:
Introduction to Planning and Control
The Cycle of Control and the Nature and Role
The Management Process - The Relationships of Strategic, Tactical and Contingency Planning.

83
Strategic marketing analysis Marketing strategies in different market
contexts: Declining markets, stagnant, hostile,
The tools for market and marketing analysis:
growing markets, emerging markets
marketing auditing and SWOT analysis;
segmental, ratio and productivity analysis; Marketing strategies in different
competitor and customer analysis - Approaches organizational contexts: New ventures,
to reviewing marketing effectiveness and established ventures, Small and medium
measuring marketing capability - The dangers of enterprises, sick companies, non-profit
strategic wear-out. situations, marketing in mass mediated services
Strategic direction and strategy formulation: Tailoring Marketing strategies for specific
Brief review of Missions and objectives - country/continental contexts: China, Europe,
Structural market and environmental analysis. Middle-east, ASEAN countries, USA, South
Market segmentation, targeting and positioning. America, Scandinavia, Australia etc.
The Marketing Audit/Situation Analysis: Pricing as a marketing strategy
Environmental analysis (PEST) - Competitor
Inputs for MARKOPS (stage 2)
analysis (Porter's models) - Customer analysis
(segmentation, positioning, buying behavior), Strategic implementation and control:
The formulation of marketing strategy: The Barriers to implementation- Problem areas and
development of a meaningful and sustainable organizational considerations: the role of
competitive stance; strategic marketing planning internal marketing.
and issues of responsibility; models of portfolio
Inputs on product management, NPD
analysis; the influence of market structure and
Channel Management for MARKOPS (stage
position upon strategy; the implications of
3),
product and market evolution for planning;
PIMS; experience curves; the growth matrix and Continue with stage 4, 5, 6 after debriefing
gap analysis - The bases of competitive and briefing for the next stage
advantage and the contribution of the value
Marketing Organization: Building Market
chain to improving margins. Issues of customer
oriented organizations – Licensing, Mergers and
care. joint-ventures from a marketing perspective,
Strategic choice and evaluation: The strategic Cases
and tactical management of the marketing mix
and each of its constituent elements - The Faculty will be handling eight or more cases.
dimensions of relationship marketing. • State Bank of India - Competitive Strategies
Introduction to MARKOPS / of a Market Leader Sony Ericsson's Mobile
Music Strategy
MARKETPLACE (a simulation game)
• Monster Inc. - Strategic Growth in India
Marketing Planning and Control Decisions:
Marketing strategies (Ansoff, Boston, Porter • Starbucks : Selling Experience
etc.)
• Bausch & Lomb - Effective Positioning
The comprehensive marketing plan including • Horlicks' Repositioning Strategies
the mix, budgets, action schedules and
contingency planning. • The Nirma Story

Inputs on Marketing Communication for • Kingfisher Airlines: A 'Funliner' Experience

MARKOPS (stage 1) • Target Stores' Differentiation Strategies

84
• Pepsico's 'Focus' Strategy Suggested Schedule of Sessions
• PSA Peugeot Citreon: Strategic Alliances No. of
for Competitive Advantage? Topic
Sessions
• TCL-Thomson Electronics Corporation - A Introduction to planning and control 2
Failed Joint Venture? (Including case discussion)
• Harrah's CRM Strategy Strategic marketing analysis 3
• Toyota Prius: A Case in New Product (Including case discussion)
Development Strategic direction and strategy 3
• Launch of Amaron Automotive Batteries formulation
Including The Marketing
• Li Ning: Brand Growth and Excellence in Audit/Situation Analysis
China
Strategic choice and evaluation 2
• KVIC's Branding and Product Quality
Initiatives Marketing Planning and Control 2
Decisions(Including case
• Hindustan Times Vs Times Of India discussion)
• Price Optimization at Northern Group Retail Marketing strategies in different 2
• Promotional Strategies of Cellular Service market contexts : (Including case
Providers in India discussion)

• Aventis' Successful Sales Promotion Marketing strategies in different 2

Campaign using 'Connection Cards' organizational contexts (Including
case discussion)
• Coca-Cola's Dasani in the UK : The Public
Relations Fiasco Tailoring Marketing strategies for 2
specific country/continental
• Sabre Holdings - The Quest for New contexts
Business Models
Pricing as a marketing strategy 2
• Cox and Kings - Service with a Difference (Including case discussion)
• Six Sigma - A Tool to Increase Customer Strategic implementation and 2
Satisfaction at Bank of America control (Including case discussion)
• Social Marketing - Lessons from CRY in Marketing organization 2
India
MARKOPS 6
Source: Case Studies in Strategic Marketing
Management Total 30

85
 Customer Relationship Management

Course Code : SL MM 611 Sessions : 30

Credit : 3 Semester : III/IV

Objectives
i) To make the students understand the organizational need, benefits and process of creating long-
term value for individual customers
ii) To disseminate knowledge regarding the concept of e-CRM and e-CRM technologies.
iii) To enable the students understand the technological and human issues relating to
implementation of CRM in organizations

REFERENCE BOOKS AUTHOR / PUBLICATION

Customer Relationship Management Peelen, Ed. Pearson
Customer Relationship Management:
Integrating Marketing Strategy & Information Zikmund, William G. et al. John Wiley.
Technology
The CRM Handbook Dyche, Jill. Pearson
CRM at the Speed of Light, 4th e Greenberg, P. Mcgraw Hill - 2009
Customer Relationship Management, A Brown, Stanley. John Wiley & Sons
strategic Imperative in the World of e-Business
The One to One B2B: Customer Relationship Peppers, D. / Rogers, Martha. Doubleday
Management Strategies for the Real Economy Business - 2001
The Handbook of Key Customer Relationship Burnett,Ken. Financial Times/Prentice Hall
Management (December 2000)
Customer Relationship Management (Emerging
Sheth, Jagdish N.et al. TMH
Concepts, Tools & Applications)
Harvard Business School / Harvard Business
HBR on Customer Relationship Management
Press
Sheth, Jagdish N / Parvatiyar, Atul. Sage
Handbook of Relationship Marketing
Publications - 1999

Detailed Syllabus Relationships, Nature and context of CRM

strategy, The relationship oriented organization.
Introduction: Definition of CRM, CRM as a
business strategy, elements of CRM, CRM Marketing Aspects of CRM: Customer
processes and systems. knowledge, privacy issues, communications and
multi-channels in CRM, the individualized
Strategy and Organization of CRM: History
customer proposition, Relationship policy.
of CRM, Dynamics of Customer Supplier

86
Analytical CRM: Relationship data • Sunsilk Gang of Girls’: Hindustan Lever
management, Data analysis and data mining, Limited’s Online Social Networking
Segmentation and selection, Retention and Initiative in India
cross-sell analysis, Effects of marketing • A Note on Mobile CRM
activities, Reporting results.
• Six Sigma: A Tool to Increase Customer
Operational CRM: Call centre management, Satisfaction at Bank of America
Internet and website, Direct mail • The AXA Way: Improving Quality of
Services
Collaborative CRM
• Dell’s Customer Contact Center Operations
CRM Subsystems: Contact Management, in India
Campaign Management, Sales Force
Automation • CRM Implementation Failure at Cigna
Corporation
Choosing CRM Tools / Software Package: • Customer Centricity at Commerce Bank
Short-listing prospective CRM vendors, setting • HPCL: Customer Service Initiatives
evaluation criteria for the appropriate CRM
• Loyalty Card Programs in Indian Retailing
package, selection CRM implementation.
• Shopper’s Stop Consumer Loyalty Program
CRM systems and Implementation: CRM
systems, Implementation of CRM systems Source: Case Studies in Customer
Relationship Management Volume II
Applications in various industries:
Applications in manufacturing, banking
Suggested Schedule of Sessions
hospitality and telecom sectors No. of
Topic
Sessions
Ethical Issus in CRM
Introduction 1
Cases
Strategy and Organization of CRM 2
Faculty will be handling eight or more cases
Marketing Aspects of CRM 4
• Tesco: The Customer Relationship Analytical CRM 4
Management Champion
Operational CRM 4
• Bumrungrad’s Global Services Marketing
Collaborative CRM 2
Strategy
CRM Subsystems 4
• Air Miles Canada: Rebranding the Air Miles
Reward Program Choosing CRM Tool / Software
2
• Rosewood Hotels and Resorts: Branding to package
Increase Customer Profitability and Lifetime CRM Systems and
Value 3
Implementation
• Harrah’s CRM Strategy
Application of CRM in Various
• Reorganizing AT&T: From Vertically 3
Integrated to Customer-Centric Organization Industries
(B) Ethical Issues in CRM 1
Total 30

87
 Advertising & Communication Management

Course Code : SL MM 614 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The syllabus aims at providing Advertising knowledge required for perspective building to students
who wish to join the Advertising and Media Industry and those who want to get into the Marketing
Communication function in any Corporate. The course seeks to deliver basic skills for managing
advertising businesses by combining theoretical learning about Advertising with the practical inputs
from industry practices and considering that students are aware of Marketing, Marketing Research
and Consumer behavior.

REFERENCE BOOKS AUTHOR & PUBLICATIONS

Advertising Management Rajeev Batra, J G Myers, David A Aaker –
Pearson Education, Inc. – 5th Edition
Advertising Management Jaishri Jethwaney, Shruthi Jain – OXFORD
University Press
Advertising Principles and Practice Wells, Moriarty, Burnett – Prentice, Hall of
India Pvt. Ltd – 7th Edition
The Online Advertising Playbook Plummer, Rappaport, Hall, Barocci – John
Wiley & Sons, Inc
Advertising And The Mind of the Consumer M Sutherland, A K Sylvester – Allen & Unwin
– 2nd Edition
Ogilvy on Advertising David Ogilvy - Prion Books
The Practice and Advertising Adrian R Mackay – Elsevier – 5th Edition
Principles of Advertising & IMC Tom Duncan – Tata McGraw-Hill Publishing
Company Ltd – 2nd Edition
A Media Planning – A Practical Guide Jim Surmanek – McGraw Hill Professional – 3rd
Edition
Advertising Media Planning J Z Sissors, R B Baron – McGraw Hill
Professional – 6th Edition
Advertising Strategy – Creative Tactics from Tom Altstie, Jean Grow – SAGE 2005
The Outside/In

Detailed Syllabus Attitude formation and Change – Perception –

Cognition – Affective and Emotions –
How Advertising Works: Evolution of
Association – Behavior.
Advertising – Advertising Theories & Models –
Influencing People – The Communication and Strategic Advertising Planning: Setting
Persuasion Process – Role of Conditioning & Advertising Objectives – DAGMAR and CAPP

88
Model – Planning An Advertising Campaign – Creating Oral, Written and Visual
Appropriation & Budgeting – Ground Rules Of Advertising: Creative Thinking – Creative
Making Of Good Campaign – Creative Strategy Process – Creative Brief – Layout & Design –
& Creative Development – Idea Generation – Copy Writing Styles – Radio Copywriting –
Creative Brief – Creative Appeals – Message Scripts – Film Production – Banners – Web
Execution Message Story Telling – Tone & Designing – Sketching & Graphics –
Style – Synergy of Words & Pictures – Role of Illustrations & Photos – Art Reproduction –
Visuals – Visualizing ;The Big Idea – Video Graphics.
Copyrighting, Layout & Design – Positioning.
Profile of Advertising Industry: Types of
Media Strategy & Media Planning: Overview Agencies – How Agencies Work – Structure
– Major Media Forms – Media Objectives – and Process – How Agencies Earn Revenue –
Media Ratings (Home Using TV – HUT, People Agency Relationships – Planning And Preparing
Using TV – PUT, People Using Radia – PUR, Advertising Brief – How to Get Clients –
Gross Rating Points, Target Rating Points) – Pitching For an Account – Role of Advertising
Media Share – Impressions – Reach – – Advertising and Society – Advertising
Frequency – Media Mix – Media Weighting – Regulations – Advertising Laws and Ethics –
Media Concentration – Message Consideration Types of Advertising.
– Media Scheduling – Media Indix (Brand
Global Advertising: Cross National Cultural
Development Index, Category Development
Understanding – Standardization Vs Adaptation
Index) - Cost per Thousand (CPT) – Cost per
– Global Branding and Positioning – Message &
Point (CPP) – Audience Data & Composition –
Media Strategy.
Media Habits – Negotiation a Media Buy –
Media Models. Suggested Schedule of Sessions
Types of Media: Traditional Vs Specialized Vs
No. of
Nontraditional Media – Online Advertising Topic
Sessions
Reach & Frequency – Types of Online Ads –
The Internet & Interactivity – Internet Privacy How Advertising Works 4
Policies – Wireless Communication (M- Strategic Advertising Planning 4
Commerce) – Infilm Advertising (Coveted Media Strategy & Media Planning 4
Advertising) – Celluloid Media.
Types of Media 3
Advertising Research: Analyzing Consumer Advertising Research 5
Behavior – Measuring Campaign Effectiveness
Creating Oral, Written and Visual 5
(Pre, Post & Concurrent) – Continuous Tracking
Advertising
(Exposure, Salience, Familiarity, Persuation) –
Quantitative Techniques for Measurement of Profile of Advertising Industry 2
Advertising Effects on Memory (Perceptual Global Advertising 2
Mapping, Multidimensional Scaling, Attitude Defining / Analyzing preposition 1
Measurement and Scale, Image Gap Analysis, in a consumer context (USP Vs.
Conjoint Analysis, Discriminant Analysis, UBP)
Regression Analysis) – Media Research. Total 30

89
 Digital Marketing

Course Code : SL MM 615 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To provide students with basic concepts and practices of digital marketing, and provide a framework
to help them understand various disciplines that constitute digital marketing.

TEXT BOOK for distribution AUTHOR / PUBLICATION

The Digital Marketing Handbook: A step-by-step Mohit Pawar, Metadoor Press

guide for the modern marketer, 1st edition, 2015

REFERENCE BOOKS AUTHOR / PUBLICATION

The Mobile Mind Shift: Engineer Your Business Ted Schadler, Josh Bernoff, Julie Ask,
to Win in the Mobile Moment, 1st edition, 2014 Groundswell Press

You Should Test That: Conversion Optimization Chris Goward, Sybex

for More Leads, Sales and Profit or The Art and
Science of Optimized Marketing, 1st Edition,
2013

Detailed Syllabus Pages), Developing Facebook Marketing

Strategy, Facebook Advertising - Setting Up
Introduction to Digital Marketing: Digital
Your First Ads and Best Practices, Tools and
Marketing and Social Media Marketing, Same
Apps You Should Know About. (Chapter 3)
or Different, A Brief History of Social Media,
Types of Media, Important Trends, Digital Twitter: You should know this about Twitter,
Marketing’s Impact on Marketing, The Shift Twitter Usage Stats and Interesting Facts,
and How to Understand It. (Chapter 1) Twitter Basics (Includes Terminology and
Account Security), Twitter New Web Profiles
Website and Landing Pages: Websites Types
Details and How to leverage the new features,
(Based on Industry and Business Model),
Advertising on Twitter, How to use Twitter for
Content Management System, Best Practices,
Marketing. (Chapter 4)
What are Landing Pages and Their Importance,
Important elements of a Landing Page, Landing YouTube: Evolution of YouTube, YouTube for
Page Tools. (Chapter 2) Business, YouTube Marketing Tools and
Techniques (Includes intro to YouTube
Facebook: Facebook’s Place In The Marketing Advertising), YouTube for Personal Branding,
World, How Facebook Has Evolved Over The YouTube Best Practices. (Chapter 5)
Years (2003 - 2015), Facebook User Stats and
Other Interesting Details, Facebook Key LinkedIn: Evolution of LinkedIn, LinkedIn for
Features, Facebook for Business (Facebook Businesses (includes LinkedIn advertising),

90
LinkedIn for Professionals, LinkedIn for Important SEO Action Items, SEO Tools, Top
Recruiters, LinkedIn Best Practices. (Chapter 6) Search Engine Ranking Factors, Getting Started
with SEO. (Chapter 17)
SlideShare: Evolution of SlideShare,
SlideShare for Businesses, SlideShare for Search Engine Marketing (with Google
Professionals, SlideShare Best Practices, Adwords): What Is Search Engine Marketing,
Presentation Design. (Chapter 8) Google Adwords Basics, Setting up Your First
Campaign, Optimizing Your Adwords
Image Focused and Mobile First Social
Campaign, Display Advertising, Adwords
Networks (Pinterest and Instagram): Pinterest
Account Management, Allowed and Prohibited
for Business, Pinterest for B2B Marketing,
Keywords. (Chapter 18)
Pinterest Best Practices; Instagram
for Businesses/Brands, Instagram for Inbound Marketing: What Is Inbound
Advertisers – Marketing Tools and Techniques, Marketing, Why Is It Important, Inbound
Instagram Best Practices. (Section 2, 4 and 5 Marketing Methodology and Tools; Tips, Tricks
from Chapter 9 and 10) and Best Practices. (Chapter 19)
Intro to Social Media Tools: Why Do You Mobile Marketing: What is Mobile Marketing,
Need Social Media Tools, Top Social Media Mobile Marketing and Advertising Trends,
Tools. (Chapter 13) Mobile Marketing Best Practices, Hybrid vs.
Blogging: Getting Started, Business Case for Native Apps, Planning a Mobile Marketing
Blogging, How Blogging Helps - Brands and Strategy. (Chapter 20)
Individuals, Blogging for Business Growth, Web Analytics (Measuring the Impact of
Guest Blogging, How to Be a Better Blogger, Digital Marketing using Google Analytics):
Blogging Platforms, How to Publish a Blog Post What Is Web Analytics, Google Analytics
on a WordPress Blog. (Chapter 14) Basics, Google Analytics Setup, How to
Email Marketing: Why Email Marketing, How Analyze Reports and Improve Your Marketing.
to Make Email Marketing Work, Points to Be (Chapter 21)
Kept in Mind When Getting Started with Email
Digital Marketing - What is Next: Where
Marketing, Email Marketing Terms That You
Digital Marketing Is Going, What It Means for
Should Know About, How to Set up and Send
Marketers, How to Be Future Ready, Keeping
Your First Email Marketing Campaign Using
Yourself Updated. (Chapter 22)
MailChimp. (Chapter 15)
Digital Marketing Strategy - I: Crafting the
Content Marketing: What is Content
Digital Marketing Strategy, Where to Begin,
Marketing, A Brief History of Content
Steps in Creating a Successful Digital Strategy,
Marketing, Content Marketing Growth Trends,
Digital Marketing Strategy Template. (Chapter
How Content Marketing Helps, Content
23)
Marketing vs Traditional Marketing, Steps in
Content Marketing - The Content Marketing Digital Marketing Strategy- II: B2B Digital
Process, The Big List of Content Marketing Marketing Strategy, B2C Digital Marketing
Activities, Content Marketing Calendar and Strategy, Digital Marketing Strategy for
Content Marketing Tools, Content Marketing on Different Industries. (Chapter 24)
a Tight Budget. (Chapter 16)
Faculty can discuss other contemporary case as
Search Engine Optimization: What is SEO, suggested by CDC before the start of the
SEO Basics, Keyword Research, Other Semester.

91
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Mobile Marketing 1
Introduction to Digital Marketing 1 Content Marketing 1
Website & Landing Pages 1 Blogging 1
SMM* – Facebook & Facebook 2
Email Marketing 1
Advertising
SMM – Twitter & Twitter 1 Web Analytics (Measuring the 2
Advertising impact of Digital Marketing)

SMM – YouTube & YouTube 1 Digital Marketing: What’s Next 1

Advertising
Digital Marketing Strategy - I (How 1
SMM – LinkedIn & LinkedIn 1 to Craft the Digital Marketing
Advertising Strategy)
SMM - SlideShare / Presentation 1 Digital Marketing Strategy - II 2
Design (Study of Digital Marketing
Strategies for Various Industries)
SMM- Image focused / Mobile first 1
social networks (Instagram & Assignment: Develop Digital 2
Pinterest) Marketing Strategy Based on Live
SMM - Introduction to Social 1 Project
Media Tools Case Study Presentations by 3
Search Engine Marketing (using 3 Participants
Google Adwords)
Total 30
Search Engine Optimization 2 * SMM (Social Media Marketing)

92
 Financial Statement Analysis

Course Code : SL FI 611 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To enable students to understand, analyze and interpret the financial statements of all types of
business entity.

REFERENCE BOOKS AUTHOR / PUBLICATION

Financial Statement Analysis ICFAI

Modern Accountancy Mukherjee, A / Hanif, M

Financial Reporting Analysis, 11 e Gibson, Charles H. South-Western College Pub

- 2008

International Accounting: A User Perspective Saudagaran, Shahrokh M. CCH, Inc. - 2009

Comparative International Accounting, 8th e Noses, Christopher / Parber, Robert. Prentice

Hall - 2004

Fundamentals of Financial Management, 11th e Brigham, Eugene F. / Houston, Joel F. South-

Western College Pub - 2006

Financial Statement Analysis & Security Penman, Stephen H. McGraw-Hill - 2006

Valuation

Detailed Syllabus Financial Statements: The balance sheet – as

per companies act 1956, fixed assets, methods
Understanding Financial Statement: Nature
of depreciation, investments, current assets,
and objectives of Financial Statements, Uses of
loans and advances, methods of inventory
Financial Statements, form and content of
valuation, liabilities. The income statement –
Financial Statements, users of Financial
requirements as per companies act, revenue
Statements
recognition, and profit and loss appropriation
Financial Reporting and Regulations: account. Notes on accounts and additional
Introduction to USGAAP, Introduction to information to investors.
International Accounting Standards, Indian
Window Dressing: Problems in Financial
Accounting Standards, Applicability of Various
Statements, Window Dressing, Understanding
Standards, Comparison and Harmonization
how income statement is manipulated and
The Annual Report: Content of the annual reworking profits, ethical issues in financial
report, quality of financial reporting, reporting reporting, recent scandals in financial reporting.
regulation in India for different types of entities,
Directors report and auditors report

93
Analyzing Multinational Companies: consolidated net income and consolidated
Currency translations, methods of translating retained earnings, changes in ownership, push-
financial statements of a foreign entity, income down accounting, accounting for investments in
smoothing, methods of profit manipulation, associates, financial reporting of interests in
international taxation. Joint Ventures

Auditing and Corporate Governance:

American model of corporate governance, Problem Solving
German model of corporate governance,
Japanese model of corporate governance, Topic of coverage Problem Solving
Corporate governance in India, Audit
committee, corporate governance failure at Analyzing Problems on translations
Enron, Issues in internal audit, Sarbanes Oxley Multinational and treatment of
Act. Companies exchange differences

Introduction to Financial Statement Analysis of financial Problems on analyzing

Analysis: Sources of information, tools and
statements of financial statements of
techniques of financial statement, economy –
different types of different types of entities
industry – company analysis, overview of ratio
entities
analysis

Analysis of financial statements of different Analysis of financial Problems on specific

types of entities: Analyzing financial statement of Banking ratios relevant for banks
statements of Manufacturing companies, non- Companies
profit organizations, trading companies, Utilities
companies, software companies, hotels, Business Problems on
hospitals and biotech companies. Combinations and consolidations and
consolidations accounting for
Analysis of Financial Statements of Banking
investments in associates
Companies: Preparation of bank financial
statements, assets and liabilities of a bank, and financial reporting
revenues and expenses of a bank, analysis of of interest in joint
banks performance. ventures

Analysis of financial statements of insurance

companies: Need for performance
measurement, principles of performance
Cases
measures, aligning measures throughout the • Standard Chartered Bank: Accounting
organization, types of performance measures, Policies
operational performance measures, overcoming
• Microsoft Accounting Policies
implementation obstacles and challenges,
performance measures and rewards • Wipro’s Accounting Policies

Business Combinations and consolidation: • Infosys Accounting Policies

Meaning and definition of important terms, • Maruthi Udyog’s Accounting Policies
types of business combinations, consolidated
• BNP Consolidated Accounting
financial statements, inter - company
transactions and profit confirmations, minority
interest, changes in minority interest,

94
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Introduction to Financial Statement
2
Understanding Financial Statements 2 Analysis

Financial Reporting & Regulations 2 Analysis of Financial Statements of

3
different types of entities
The Annual Report 2
Analysis of Financial Statements of
Financial Statement 3 3
Banking Companies
Window Dressing 1 Analysis of Financial Statements of
3
Analyzing Multinational Companies 3 Insurance Companies

Auditing & Corporate Governance 2 Business Combinations and

4
Consolidations

Total 30

95
 Financial Risk Management

Course Code : SL FI 608 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course is designed to give students a working knowledge of derivative securities and their
applications in hedging. The emphasis is on exploring the properties of options, futures and swaps as
derivatives and on providing a framework for their valuation.

REFERENCE BOOKS AUTHOR / PUBLICATION

Financial Risk Management ICFAI

Risk Management & Insurance, 8th e Williams, C Arthur et al. McGraw Hill
Foreign Exchange, International Finance & Rajwade, A V. Academic of Business Studies
Risk Management

Introduction to Futures & Options Hull, John C. Prentice Hall

Options and Futures Dubufsky, David A. McGraw-Hill

Futures and Options Edwards, Franklin R / M, Cindy W. McGraw-

Hill

Financial Derivatives Redhed, Keith. Prentice Hall India

Winning in the Options Market Lyons, Alan S. S Chand & Co

Understanding Options Kolb, Robert W. John Wiley & Sons Inc

Detailed Syllabus Introduction to Derivatives: Historical

perspective, Exchanges the Mechanics of
Introduction to Risk Management: Elements
derivative markets, the role of clearinghouses,
of uncertainty, Sources of risk, Types of risk, market players and trading techniques.
Implications of various risks for firm and
Futures: The fundamentals of futures contract;
limitations of risk management.
Overview, Types of futures, Mechanics of
Corporate Risk Management: Total risk and future trading, Major characteristics, Exchange
Expected cash flows, Evolution of risk organization, Trading process, Price quotations,
management. Approaches to risk management, Hedging and Speculation with Commodity
futures, Interest rate futures, Currency futures
Risk Management process, Tools - Hedging,
and Stock Index futures. Optimal hedge ratio,
forwards, and futures, options and swaps and
Pricing of Index Futures Contracts, Stock Index
Hybrids; Risk management guidelines, and Risk Arbitrage, Applications of Index Futures and
management in practice. Beta Management.

96
Options: Overview, Generic options, factors • Credit Risk Management at JP Morgan
affecting option prices, Types of options; Chase
Interest rate options, Currency options and • Credit Risk Management at ABN AMRO
Trading strategies, Option pricing models,
Source: Case Studies in Finance Volume IV
Options on futures contracts and Exotic options;
Elementary Inventory strategies, Complex Suggested Schedule of Sessions
Investment Strategies, Covered Call Writing,
Protective Put, Straddles and Strangles, Spreads, No. of
Topic
Evaluation of Option Based Investment Sessions
Strategies, Risk Associated with Options,
Options Sensitivities Introduction to Risk Management 1

Swaps: Evolution of swap market, Swap Corporate Risk Management 2

terminology and structures of standard coupon Introduction to Derivatives 2
and currency swaps, Motivations underlying
swaps; Types of swaps, Mechanics of swap Introduction to Futures 2
transactions, Valuation and Application of
Pricing of Futures 2
swaps.
Hedging ,Speculation &Arbitrage 2
Credit Derivatives : Evolution , need for credit
derivatives, Types- credit default based, Overview, Generic options, factors 2
repackaged notes, total return swaps, and risks affecting option prices, Types of
involved options; Interest rate options,

Weather Derivatives: Concept, Application in Currency options and Trading 2

real life and recent developments. strategies, Elementary Inventory
strategies, Complex Investment
Value at Risk: Concept and Applications, JP Strategies
Morgan’s Risk Metrics Methodology for
measuring market Risk, Computing value at risk Covered Call Writing, Protective 2
for forex common shares/stocks/fixed income Put, Straddles and Strangles,
securities etc. - estimating value at risk in ALM. Spreads, Evaluation of Option Based
Investment Strategies, Risk
Current Developments Associated with Options,
A Note on Investment Strategies Involving Option Pricing 2
Options
Option Sensitivities 1
A Note on the Financial Evaluation of
Projects A Note on Financial Ratio Analysis Swaps 3

A Note on Interest Rate Futures Cases Credit derivatives 3

Weather Derivatives 1
Cases
• Financial Risk Management at Toyota Value at Risk 1
• Financial Risk Management at UBS Current Development 2
• Financial Risk Management at ConAgra Total 30
Foods

97
 Strategic Financial Management

Course Code : SL FI 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of this course is to expose students to
1. Entire gamut of financial decision making situations
2. Strategic applications of core finance concepts.

REFERENCE BOOKS AUTHOR / PUBLICATION

Strategic Financial Management ICFAI
Financial Markets and Corporate Strategy, 2e Grinblatt, Mark / Titman, Sheridan. McGraw
Hill / Irwin - 2002
Principle of Corporate Finance, 5e Brealy, Richard A / Myers, Stewart C. Tata
McGraw Hill - 2008
Quantitative analysis of financial decisions Mao, J.C.T. Macmillan, New York
Corporate Finance- Theory and Practice Damodaran, Aswath. John Wiley and sons -
2004
Corporate Financial Management – Strategies Landermann, Earl. John Willey & Sons
for Maximising Shareholders Wealth
Financial Management & Decision Making Samuels et al. International Thomson Business
Press
Financial Management Theory &Practice, 6e Dr Chandra, Prasanna. Tata McGraw-Hill -
2004
Principles of Corporate Finance Levy, Haim. South Western College Publishing
- 1998
Strategic Risk Management Damodaran, Aswath. John Wiley and Sons

Detailed Syllabus Shareholder’s Value Creation - Value drivers.

Value Based Management System (VBMS) :
Strategic Financial Management: An
Approaches to Facilitate VBMS- Marakon
Overview: Financial and Non Financial
Approach, Alcar Approach, Mckinsey
Objectives of a Firm, Agency Theory, Conflicts
Approach. DCF Approach Managerial
of Interest in a Firm, Long-term and Short-term
Implication of Shareholder’s Value Creation –
Financial Planning in a Company.
FCFE and FCFF model. Shareholder’s Value
Corporate Valuation: Strategic Decision Creation - MVA Approach - EVA Approach-
Making Framework, Interface of Financial EVA Analysis of an Indian Corporate.
Policy and Strategic Management,

98
Long Term Projects: Valuation of long term Financial Modelling & Simulation
infrastructure, capital intensive Projects – Real Techniques using Monte Carlo or Crystal
options valuations. Risk Management Ball
techniques – Use of Risk adjusted discounting
Current Developments
rates.
Hedging Strategies Cases
Strategic Cost Management Systems: • Microsoft's Dividend Policy
Importance of Cost System, Strategic Cost
• A Case on Financial Ratio Analysis
Management: Value Chain Analysis,
Competition Cost Analysis, Activity-based • TISCO: The EVA Journey
Costing, Life Cycle Costing, Target Costing and • Unilever in India: Managing Working
Strategic Control Systems Capital
Dividend and Bonus Policy: Dividend Policy Source: Case Studies in Finance Volume IV
Decisions - Pay-Out Ratio, Stability, Residual
Payment, Linter’s Model - Corporate Dividend Suggested Schedule of Sessions
Behavior, Legal Aspects, Procedural Aspects,
Dividend Policies in Practice, Repurchase or No. of
Topic
Sessions
buyback of shares - Bonus Issues and Stock
Splits. Strategic Financial Management:
Corporate Risk Management: Risk 1
An Overview
Management in Practice, Guidelines for Risk
Management, Evaluation of Hedging Strategies- Corporate Valuation 6
Forward, Futures, Options.
Long Term Projects 3
Financial Planning and Forecasting Ratios
Strategic Cost Management Systems 3
System: Types of Financial Planning Models,
Development of Simulations Models, Improving Dividend and Bonus Policy 2
financial modeling, Conditions for the
Successful Use of Models, Growth with Internal Corporate risk management 3
Equity, Higging’s sustainable growth model
Financial Planning and Forecasting 3
Quantitative Techniques for Working Ratios System
Capital Management: Cash Management
Models: Baumol Model and Miller and Orr Quantitative Techniques for 3
Model, Simulating a Cash Budget, Factoring Working Capital Management
services – Evaluation/Cost Benefit Analysis. Financial Management in Public 2
Financial Management in Public Sector Sector Undertakings
Undertakings: Role of Financial Advisor, Financial distress and restructuring 1
Financial Objectives, Capital Budgeting, Long-
term Financing, Working Capital Management, Financial Modelling & Simulation 2
Miscellaneous Aspects. Techniques

Financial distress and Corporate Current Developments 1

restructuring: Revival of sick units and
Turnaround Strategies. Total 30

99
 Mergers & Acquisitions

Course Code : SL FI 604 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of this course is to help student in familiarizing with various aspects of mergers and
acquisitions, including their valuation.

REFERENCE BOOK PUBLICATION

Mergers & Acquisitions ICFAI
Mergers & Acquisitions Weston, Fred. McGraw Hill - 2001
The Complete Guide to Mergers and Galpin, Timothy J. / Herndon, Mark. Jossey-
Acquisitions: Process Tools to Support M&A Bass - 2007
Integration at Every Level, 2nd e
Five Frogs on A Log: A CEO's Field Guide to Feldman, Mark L / Spratt, Michael Frederick.
Accelerating the Transition in Mergers, New York: Harper Business - 1999
Acquisitions, and Gut Wrenching Change, 1st e
Harvard business review on mergers and Boston: Harvard Business School Press - 2001
acquisitions
Barbarians at The Gate: The Fall of RJR Burrough, Bryan / Helyar, John.
Nabisco, 1st e New York: Harper & Row; 1990. xvi, 528 p.,
32 p of plates ISBN: 0060161728. Collins
Business - 2008
Mergers-What Can Go Wrong and How to Gaughan, Patrick A. Wiley Finance - 2005
Prevent it, 1st e
Damodaran on Valuation, 2nd e Damodaran, Ashwath. John Wiley - 2006
th
M&A and Corporate Restructuring, 4 e Gaughan, Patrick A. Wiley - 2007

Detailed Syllabus Changes in Ownership Structures - Share

Repurchases - Exchange Offers - Leveraged
Mergers and Acquisitions - Overview:
Buy-out - Going Private - Issue Raised by
Introduction - Forms of Corporate Restructuring
Restructuring - History of Merger Movements.
- Expansion - Mergers and Acquisitions -
Tender Offers - Joint Ventures - Sell-Offs - Spin Mergers and Acquisitions: Economic
offs - Split offs - Split ups - Divestitures - Rationale for Major Types of Mergers -
Equity Carve-outs - Corporate Control - Horizontal Mergers - Vertical Mergers -
Premium Buy-backs - Standstill Agreements - Conglomerate Mergers - Concentric Mergers -
Anti-Takeover Amendments - Proxy Contests - Framework for Analysis of Mergers -

100
Organization Learning and Organization Capital Sell-Offs and Divestitures: Definition and
The Role of Industry Life Cycle - Product Life Examples - Divestiture - Background on
Cycle and Merger Types. Divestitures - Financial Effects of Divestitures -
Analysis of Divestitures Motives for
Principles of Valuation: Capital Budgeting
Divestitures - Case Illustrations of Spin-offs and
Definition and Measurement of Cash Flows -
Divestitures - Voluntary Liquidations and
Capital Budgeting Basis for Firm Valuation -
Takeover Bust-ups.
Definitions for Valuation Analysis - Application
of Capital Budgeting Basis to Four Period Case Joint Ventures: Joint Ventures in Business
- Free Cash Flow Basis for Valuation - The No- Strategy - Joint Ventures and Complex Learning
Growth Case - Constant Growth - Supernormal - Tax Aspects of Joint Ventures - International
Growth followed by No Growth - Supernormal Joint Ventures - Rationale for Joint Ventures -
Growth followed by Constant Growth - Reasons for Failure - Joint Ventures and Anti-
Dividend Growth Valuation Model - trust Policy
Comparisons of Valuation Models.
Divestment of Public Sector Undertakings
Increasing the Value of the Organization: and Leveraged Buy-outs: General Economic
Alternative Measures of Investment Rate - Total and Financial Factors - Illustration of an LBO -
Capitalization- EBIT Measure - Operating Elements of a Typical LBO Operation -
Assets - NOI Measure - Calculation of the Cost ESOPs and MLPs: Nature and History of
of Capital - Cost of Equity - Capital Asset ESOPs - Types of Pension Plans Use of ESOPs
Pricing Model - Bond Yield Plus Equity Risk Master Limited Partnerships
Premium - Average Investor’s Realized Yield -
Dividend Growth Model - Cost of Debt - Cost International Mergers and Acquisitions: The
of Preferred Stock - The Marginal Cost of Theory of the MNE - Reasons for International
Capital. Trade - Growth - Technology - External
Advantages in Differential Products -
Methods of Payment: Effects of Method of Government Policy - Exchange Rates - Political
Payment Information Effects - Signaling - The and Economic Stability - Differential Labor
Role of Junk Bonds - Post Merger Financial Costs, Productivity of Labor - To Follow Clients
Leverage. - Diversification - Resources Poor Domestic
Theories of Mergers: Efficiency Theories - Economy.
Differential Efficiency - Inefficient Share Repurchase and Exchanges: The
Management - Operating Synergy - Pure Nature of Cash Share Repurchases - Cash
Diversification - Financial Synergy - Strategic Tender Offers to Repurchase The Theories
Realignment to Changing Environments - Behind Share Repurchase Tax Aspects of
Undervaluation - Information and Signaling - Exchange Offers - Empirical Evidence on
Agency Problems and Managerialism - Exchange Offers.
Takeovers as a Solution to Agency Problems -
Managerialism - Hubris Hypothesis - The Free Corporate Control Mechanisms: Internal and
Cash Flow Hypothesis - Statement of the External Control Mechanisms - Inside versus
Hypothesis - Evidence on the FCFH - Market Outside Directors and CEO Turnover The Role
Power - Tax Considerations - Carry-Over of Net of Majority Shareholders Dual Class
Operating Losses and Tax Credits - Stepped-Up Recapitalization - Proxy Contests
Asset Basis - Substitution of Capital Gains for Takeover Defenses: Anti-Takeover
Ordinary Income - Other Tax Considerations - Amendments - Types of Anti- Takeover
Value Increases by Redistribution. Amendment

101
Management Guides for Mergers and Suggested Schedule of Sessions
Acquisitions: Diversification and Mergers in
Strategic Long Range Planning Framework - No. of
Topic
Merger Analysis in a Value Creation Process. Sessions

Regulatory framework: Company law, cross Mergers and Acquisitions - 1

border, income tax and monopolies competition Overview
commission.
Mergers and Acquisitions 1
Current Development
Principles of Valuation 2
Cases
Increasing the Value of the 2
Faculty will be handling eight or more cases Organization
• Oracle's Acquisition of Peoplesoft Methods of Payment 2
• The Adidas - Reebok Merger Theories of Mergers 2
• eBay's Acquisition of Skype: Will the Sell-Offs and Divestitures 2
'Gamble' Work?
• HP-Compaq: A Failed Merger? Joint Ventures 2

• The Gucci - LVMH Battle Divestment of Public Sector 2

Undertakings and Leveraged Buy-
• The Polaris - Orbitech Merger outs
• Valuing Sify's Acquisition of Indiaworld ESOPs and MLPs 2
• Holcim's Acquisitions in 2005
International Mergers and 2
• The Morgan Stanley - Dean Witter Merger Acquisitions
• Disney's Acquisition of Pixar Share Repurchase and Exchanges 2
• News Corp in 2005: Consolidating The
DirecTV Acquisition Corporate Control Mechanisms 2

• Tata Tetley: Managing the Tetley Takeover Defenses 2

Acquisition
Management Guides for Mergers 2
• AT&T in 2005: Merging With SBC and Acquisitions
• RightNow Technologies (Harvard Business
Takeover Models 1
School Case)
• Jet Airways' Attempted Acquisition of Air Regulatory framework and Current 1
Sahara Development
Source: Case Studies on Mergers & Total 30
Acquisitions Volume II

102
 Security Analysis

Course Code : SL FI 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course aims at providing students with an understanding of economy-industry-company analysis
and various inter linkages that influence the securities market. It enables them to establish the
valuable linkage between modern theories of finance and the analytical techniques used by investors
for valuing securities.

REFERENCE BOOKS AUTHOR / PUBLICATION

Security Analysis ICFAI
Portfolio Management ICFAI
Security Analysis and Portfolio Management, 6e Fischer, Donald E. / Jordan, Ronald J. Prentice-
Hall, India
Investment Analysis and Management, 6th e Sharpe et al. Prentice Hall India - 1998
Investment - Analysis and Management Clark, James Francis. McGraw Hill.
Fundamentals of Investment Hirt, Geoffrey A / Block, Stanley B.
Irwin/McGraw-Hill
Intelligent Stock Market Investing Yasaswy, N J. Vision Books Pvt. Ltd - 2008
Portfolio Management: Theory & Applications, Farrell, James L. Irwin/McGraw-Hill - 1996
2e
Essentials of Investments, 3e Bodie, Zvi et al. Irwin/McGraw-Hill
Damodaran on Valuation Damodaran, Ashwath. John Wiley

Detailed Syllabus Dematerialization of Shares-Listing of

Securities- Membership of Stock Exchange-
Investment Scenario – Concept of Investment Trading and Settlement Procedure- Stock
– Investment Objectives and Constraints- Market Indices- Regulation of Securities
Security and Non-security Forms of Investment Markets.
(including Investing in Life Insurance Schemes,
Small Saving Schemes and Bank Deposits, real Risk and Return - Total Risk and its Factors-
assets and real estate investments). Concept and Components of Total Risk-
Security Returns: Measuring Historical and Ex
Sources of Financial Information - Sources of Ante (Expected) Returns- Systematic and
Economic Data- Sources of Market Data- Unsystematic Risk- Quantifying Portfolio Risk
Sources of Company Data- Sources of and Return- Benefits of Diversification-
International Economic Data. Characteristic Regression Line -Capital Assets
Pricing Model.
Securities Markets - Markets and their
Functions- Methods of Raising Capital-Book Valuation of Fixed Income Investments - The
building Development of Stock Market in India- Strategic Role of Bonds- Bond Returns and

103
Prices- Systematic and Unsystematic Risk Futures - Definitions-Definition-Trading
involved in Fixed Income Securities- Present Mechanism - Difference between Futures and
Value Model and Bond Valuation- valuation of Forwards.
Tax- Sheltered Investments- Hedging for
Mutual Funds - Objectives of Mutual Funds-
Duration Shifts- Convexity- Bond Price
Organization and Management of Mutual
Volatility- term Structure of Interest Rates, Funds-Types of Mutual Funds-EFFs –Pros and
Warrants – Convertible Securities- Valuation of Cons of Mutual Funds- Guidelines for Mutual
Convertible Bonds. Funds.
Valuation of Equity Shares - Discount Models Current Developments
–The Dividend Discount model, H Model,
Operating Cash Flow, Free Cash Flow Model, Cases
Beta for levered and un-levered firm Relative • Derivatives Trading in India
Valuation Techniques EPS, P/E, P/CR, P/BV
and P/S. Dividend Capitalization models- • MRPL And RPL – Analyzing Risks and
Earnings Capitalization Models- Other Models. Returns
• Cost of Equity
Economic Analysis - Economic Forecasting
and Stock Investment Decision-Forecasting • The Google IPO
Techniques. Source: Case Studies in Finance Volume III
Industry Analysis - The Economy and the Suggested Schedule of Sessions
Industry Analysis- Key Characteristics in an
Industry Analysis- Industry Life Cycle- No. of
Topic
Structural Analysis- Techniques for Evaluating Sessions
Relevant Industry Factors- Sources of Investment Scenario 2
Information for Industry Analysis.
Sources of Financial Information 1
Company Analysis - Sources of Information- Securities Markets 2
Analysis of Financial Statements- Impact of
Changes in Accounting Policies- Sizing up the Risk and Return 2
Present Situation & Prospects- Management Valuation of Fixed Income 4
Evaluation- Forecasting Earnings. Investments, Warrants and
Convertibles
Technical Analysis (should be delivered with
suitable software like Metastock) - Theory of Valuation of Equity Shares 3
Technical Analysis- Dow Theory- Bar Charts- Economic Analysis 2
Point and Figure Charts- Contrary Opinion Industry Analysis 2
Theories- Relative Strength Analysis, Moving
Company Analysis 2
Average Analysis- MACD, Oscillator , Elliot
Wave theoryEvaluation of Technical Analysis. Comprehensive Case study for EIC 2
Analysis & Valuation of Equity
Efficient Market Theory - Fundamental and Share
Technical Analysis- Random Walk- Efficient
Technical Analysis 3
Market Hypothesis- Weak, Semi-Strong and
Strong Forms of Efficiency- Empirical Test of Efficient Market Theory 2
EMH in the Indian Context. Options 1
Options - Definition, Rationale of Options- Put Futures 1
and Call Options- Determinants of Option Mutual Funds 1
Value -Valuation of Bonds with Put and Call
Total 30
Options.

104
 Portfolio Management and Mutual Funds

Course Code : SL FI 609 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course aims at providing students with an understanding of portfolio construction and
management in the context of risk diversification. Further, the course aims at providing students with
skills to make intelligent decisions regarding the allocation of resources and the formation of optimal
portfolios. It also aims to highlight the role of mutual funds and their structure.

REFERENCE BOOKS AUTHOR / PUBLICATION

Portfolio Management Mutual Funds ICFAI
Security Analysis and Portfolio Management. Fischer, Donald E / Jordan, Ronald J. Prentice-
6th e Hall, India
Investment Analysis and Management, 6th e Sharpe et al. Prentice Hall India - 1998
Hirt, Geoffrey A / Block, Stanley.
Fundamentals of Investment
Irwin/McGraw-Hill
Intelligent Stock Market Investing Yasaswy, N J. Vision Books Pvt. Ltd - 2008
Portfolio Management: Theory &
Applications, 2nd e Farrell, James L. Irwin/McGraw-Hill
Stock Exchange and Investments Raghunathan, V. Tata McGraw-Hill
Mastering Mutual Funds Kulshreshtha, C M. Vision Books Pvt. Ltd.
rd
Essentials of Investments, 3 e Bodie, Zvi et al. Irwin/McGraw-Hill

Detailed Syllabus CAPM - Empirical Evidence of Capital Asset

Pricing Model - Arbitrage Pricing Theory.
Introduction to Portfolio Management: The
Investment Process - Definition of Investments - Portfolio Analysis: Diversification, Portfolio
Investment Categories. Defining Investment Risk and Return - Single-Index Model - The
Objectives - Risk and Investor Preferences - Sharpe Index Model - Portfolio Beta -
Investment Constraints - Investment Goals and Generating the Efficient Frontier.
Constraints for Institutional Investor.
Portfolio Selection:. Markowitz Risk-return
Asset Allocation : Process, types of asset Optimization, concept of utility, Sharpe
allocation, management style, different optimization model - Other portfolio selection
approaches to allocation decision, and overview models- Geometric Mean Model, Safety First
of allocation techniques. Model and Stochastic Dominance Model.
Capital Market Theory: The Capital Asset Portfolio Revision: Portfolio Rebalancing,
Pricing Model - Security Market Line - Portfolio Upgrading, Investment Timing,
Applications of the Security Market Line - Ex- Formula Plans: Constant Dollar Value Plan,
Post and Ex-ante SMLs - Non Standard Forms Constant Ratio Plan, Variable Ratio Plan,
of CAPM - Zero-Beta CAPM - Tax Adjusted Selection and Revision of Equity Portfolios.

105
Bond Portfolio Management Strategies: Current Developments: To cover trends in
Passive Strategy - Duration Shift and pension funds, private equity, hedge funds,
Immunization - Semi-Active Strategy - Active arbitrage funds etc.
Strategies.
Cases
Equity Portfolio Management Strategies:
• Derivatives Trading in India
Efficient Market Hypothesis - Passive vs Active
Management Strategies - Types of Passive • A Note on Investment Strategies Involving
Portfolios: Index Funds - Customized Funds - Options
Factor/Style Funds - Styles of Active • A Note on Currency and Index Futures
Management - Active Management Strategies:
Top Down - Bottom-up - Combining Active • Buyback of Shares and MNCs
and Passive - Active/Core Portfolios - Active/ Source: Case Studies in Finance Volume IV
Completeness Fund Portfolios.
Managed Portfolios and Performance Suggested Schedule of Sessions
Measurement: Classification of Managed
Portfolios and Typical Examples - Advantages No. of
Topic
of Managed Portfolios - Management Sessions
Performance Evaluation - Methods for
Introduction to Portfolio 2
Calculating Rate of Return: Money Weighted
Management & Asset Allocation
Rate of Return - Time Weighted Rate of Return
- Linked Internal Rate of Return - Buying the Capital Market Theory 2
Index Approach - Components of Investment
Performance - Market Timing Issues in Risk Portfolio Analysis 2
Adjusted Performance Measures - Sharpe’s -
Treynor’s - Jensen’s performance Measure for Portfolio Selection 3
Portfolios.
Portfolio Revision 2
Investment Strategies Using Options:
Elementary Inventory Strategies - Complex Bond Portfolio Management 3
Investment Strategies: Covered Call Writing - Strategies
Protective Put - Straddles and Strangles – Spreads
Equity Portfolio Management 2
- Evaluation of Option Based Investment
Strategies - Risk Associated with Options. Managed Portfolios and 3
Applications of Index Futures in Portfolio Performance Measurement
Management: Pricing of Index Futures
Investment Strategies Using 2
Contracts - Stock Index Arbitrage -Applications
of Index Futures - Beta Management. Options

Portfolio Management Schemes: Types of Applications of Index Futures in 2

Portfolio Management Schemes - Features of Portfolio Management
Portfolio Management Schemes - SEBI
Guidelines on Portfolio Management. Portfolio Management Schemes 1

Mutual Funds: The Evolution of Mutual Funds Mutual Funds 2

- Regulation of Mutual Funds - Organization
Structure - Mutual Funds in India - Authority Design and Marketing of Mutual 2
for Decision Making. Fund Schemes

Design and Marketing of Mutual Fund Current Developments 2

Schemes: Performance Evaluation - Analysis
and Tax Treatment of Mutual Fund Schemes. Total 30

106
 Financial Services

Course Code : SL FI 612 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course introduces students to the various financial services, like leasing, hire purchase, factoring,
housing finance etc.

REFERENCE BOOKS AUTHOR / PUBLICATION

Investment Banking & Financial Services ICFAI
A Manual of Merchant Banking Verma, J C. Bharat Law House
SEBI Guidelines Nabhi Publications
Capital Market Management Avadhani, V A. Himalaya Publishing House

Financial Institutions and market, 4th e Bhole, L M. Tata McGraw Hill - 2004
Primary Market & IPO ICFAI Publication
Economic Times Market Watch ICFAI Publication
Handbook of leasing, hire purchase and factoring Sriram, K. ICFAI Publication
How to do lease financing and hire purchase Nabhi Publications
business

Inside leasing Irani. McGraw Hill - 1995

Leasing comes of age : Indian scene Dr Joshi, Premlal. Amrita Prakashan
Equipment leasing partnerships Cudworth. Probus Professional Pub
The Financial Services Revolution Kirsch, Clifford E. McGraw Hill
Credit Rating Verma, J C. Bharat Publishing House - 1996

Detailed Syllabus Leasing - Concept and Classification - Types of

Leases - Advantages of Leasing - Disadvantages
Evolution of Financial services: Leasing, Hire
of Leasing - Evolution of Indian Leasing
purchase services, consumer finance and
Industry - Leasing and the Commercial Banking
installment credit, portfolio management
Sector - Product Profile.
schemes, credit rating , plantation scheme.
Legal Aspects of leasing: Present Legislative
Introduction to equipment leasing:
Framework - Process of Lease Documentation -
Introduction - History and Development of
Contents of Lease Agreement.

107
Tax aspects of leasing: Income tax Aspects: Credit Cards: Concept - Billing and Payment -
Depreciation Allowance on Leased Assets - Settlement Procedure - Sharing of Commission
Rental Income from Lease - Leasing Tax - Defaults-Handling and Implications - Add-on
Planning. Facility - Corporate Credit Cards - Business
Cards - Debit Card - Uses of Credit Cards -
Lease Evaluation:: The Lessee's Angle:
Member Establishments - Member Affiliates
Financial Evaluation: Alternative Approaches
and their Benefits - The Concept of Visa net.
for Lease Evaluation - Frame work for Lease
Evaluation - Concept and Application of Break Credit Rating: Concept of Credit Rating -
even Lease Rental - Lease vis-a-vis Buy - Lease Types of Credit Rating - Advantages and
Evaluation in practice - Evaluation of Lessor. Disadvantages of Credit Rating - Credit Rating
Agencies & their Methodology - Emerging
Lease Evaluation: The Lessor's angle: Break
Avenues of Rating Services - International
Even Rental for the Lessor - Negotiating Lease
Credit Rating practices
Rentals - Concepts of Gross Yield and Add-on
Yield - Lease Pricing Techniques - Assessment Regulatory Environment of financial
of Lease Related Risks: - Impact of services: Review of Recommendations of
Tax/Regulatory Changes on Lease Evaluation - Various Committees - Prudential Norms for
The Appraisal Process - The Lease Approval Income Recognition - Provisioning for Bad and
Process - Monitoring Receivables - Recovery Doubtful Debts - Capital Adequacy and
Mechanism. Concentration of Credit/Investments - RBI
Guidelines for Finance Companies - Directions
Hire Purchase: Concept and Characteristics of
and Rules on Advertising - Fixed deposits and
Hire Purchase - 'Mathematics of Hire Purchase:
Credit Rating.
Calculation of Effective Interest Rate - Legal
Aspects of Hire Purchase - Tax Implications of Mortgages and Mortgage financing:
HP - Income Tax - Framework for Financial Mortgages and Mortgage Instruments - Concept,
Evaluation: The Hirer's Angle - The Finance - Whole Loans – Mortgages - Graduated-
Company's Angle. Payment Mortgages (GPMs) - Pledged-Account
Consumer Finance: Role of Consumer Credit Mortgages (PAMS) - Buy down Loans -
in the Financial System - Features of Consumer Adjustable-Rate Mortgages (ARMs). Share
Credit Transactions - Mathematics of Consumer Appreciation Mortgages (SAMs)
Credit, Legal – Framework - Consumer Credit
Portfolio Management - Credit Evaluation - Mortgages Pass-Through Securities –
Credit Screening Methods - Innovative Mortgages - Backed Bonds Collateralized
Structuring of Consumer Credit Transactions, Centralized Mortgage Obligations (CMOs)
Factoring: Concept of Factoring - Forms of Insurance: Introduction to life and non –life
Factoring - Factoring vis-à-vis Bills Discounting insurance
- Factoring vis-à-vis Credit Insurance -
Factoring vis-à-vis Forfaiting - Evaluation of a Introduction to mutual funds
Factor - Legal Aspects of Factoring - Evaluation Current Developments
of Factoring - Factoring in India Current
Developments. Cases
Housing Finance: Housing Finance companies, Lehman Brothers: Managing a Global
Refinance schemes for HfCs, Regulatory Investment Bank
guidelines for HFCs. Source: Case Studies in Finance Volume III

108
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Housing finance 1
Evolution of financial services 2 Credit Cards 2

Introduction to equipment leasing 1 Credit Rating 2

Legal Aspects of leasing 1 Regulatory Environment of financial

3
services
Tax aspects of leasing 1
Mortgages, and mortgage finance 2
Lease Evaluation 6
Insurance 1
Hire Purchase 3
Introduction to mutual funds 1
Consumer Finance 1
Current developments 1
Factoring 2
Total 30

109
 Investment Banking

Course Code : SL BK 610 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To familiarize students with the services offered by modern investment bankers.

REFERENCE BOOKS AUTHOR / PUBLICATION

Investment Banking & Financial Services ICFAI

A Manual of Merchant Banking J C Verma – Bharat Law House

SEBI Guidelines Nabhi Publications

Capital Market Management V A Avadhani – Himalaya Publishing House

Financial Institutions and market L M Bhole – Tata McGraw Hill

Primary Market & IPO ICFAI Publication

Economic Times Market Watch ICFAI Publication

Detailed Syllabus in India and Abroad - Professional Ethics and

Code of Conduct - Current Development,
Introduction to Investment Banking: Procedural Aspects of Primary Issues - Pre-
Evolution of Investment banking in India, Issues Decision Making - SEBI Guidelines for
Scope, management of debt and equity,
Public Issues – IPO -Pricing and Timing of
corporate advisory services, project advisory
Public Issues - Pre-Issue Management –
services, loan syndication, venture financing,
Regulatory aspects -Advertising and Marketing,
private equity, M&A, financial engineering,
Post-Issue Management - Rights Issues
structural analysis of investment banking
industry Raising finance from international markets –
Financial Markets: Government Securities Intermediaries, euro-dollar market, Instrument-
Market, Primary & Secondary market for G.sec, ADR/GDR, FCCB, ECB-Regulatory aspects
Call money market: Money Market, Treasury Corporate Restructuring –Economic rationale
Bill Market, Commercial Paper and Certificate of corporate restructuring, Debt restructuring,
of Deposits, Discount and Finance House of expansion, tender offers, sell offs, spin offs,
India, Corporate Debt market Recent divestiture, M&A - legal aspects and accounting
Developments. aspects
Merchant Banking: Nature and scope of
Corporate Valuation –Principles of valuation,
Merchant Banking - Regulation of Merchant
capital budgeting as a model for firm valuation,
Banking Activity - Overview of Current Indian
FCFE basis for valuation, increasing the value
Merchant Banking Scene - Structure of
of organization
Merchant Banking Industry - Primary Markets

110
Financial engineering – Structural financial
No. of
products, Risk in financial engineering, Topic
Sessions
Innovative financial instruments –investor-
regulator –Issuer points of view Merchant Banking 5
Financial Bubbles, Scams and crisis reasons
and consequences of financial crisis and scams Raising finance from International
3
Current developments markets

Cases Corporate restructuring 5

Faculty will identify appropriate cases
Corporate valuation 5
Suggested Schedule of
Sessions Financial Engineering 4

No. of Financial bubbles, scams and crisis 2

Topic
Sessions
Current developments and cases 2
Introduction to Investment Banking 4
Total 33
Financial Markets 3

111
 International Finance & Trade

Course Code : SL FI 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course exposes students to global financial markets, instruments and various strategies of
hedging. The quantitative tools covered in this course make students competent to understand the
transactions of a dealing room and help in grooming their negotiating skills in the international
markets. The course also gives emphasis on international economics, international trade, financing
foreign trade and various intricacies connected therewith.

REFERENCE BOOKS AUTHOR / PUBLICATION

International Finance & Trade ICFAI
International Financial Management Apte, P G. ICFAI
International Financial Management Shapiro, Alan C. Prentice-Hall, India
th
International Finance, 5 e Levi, Maurice D. Routledge - 2009
Multinational Finance, 5th e Buckley, Adrian. Financial Times Management
- 2003
International Money and Finance, 7th e Melvin, Michael. Addison Wesley - 2003
International Business Finance Vihang R Erremza, Devi Singh &T. Srinivasan
- Global Business Press
International Finance – Theory & Practice Avadhani, V A. Himalaya Publishing House -
2000
International Financial Management Charley N Henning, Willan Pigott, Robert
Haney Scott - McGraw-Hill
International Financial Institutions A F P Bakker – Longman

Detailed Syllabus International Monetary System and

Financial Markets - An Overview: Balance of
Financial Management in a Global
Payments - International Monetary System - An
Perspective: Increasing Interdependence in the
Overview of International Financial Markets -
Global Economy - Trends in International Trade
Exchange Rate Determination and Forecasting.
and Cross Border Financial Flows - India in the
Global Economy - Recent Developments in International Trade Theories: Theory of
Global Financial Markets - Liberalization - Absolute Advantage - Theory of Comparative
Integration and Innovation - Challenges of Advantage - Heckscher-Ohlin Model -
International Financial Management - Gains Imitation-Gap Theory - International Product
from International Trade and Investment. Life Cycle Theory.

112
Trading Blocks: Formation of Trading Blocks - Strategies : Leads - Lags - Netting - Offsetting -
Conditions for Success - OPEC - Its objectives - External Hedging : Forwards - Money Market
Functions - European Community (EC) - Hedge - Hedging Contingent Exposures an
Functioning of EC - India and EC - The North Exposures with Uncertain Timing.
America Free Trade Agreement (NAFTA) - Its
Operating Exposure: Operating Exposure -
objectives - UNCTAD- Its functions.
Purchasing Power Parity and Real Exchange
GATT: Trade Negotiations under GATT - Rates - Determinants of Operating Exposure -
Uruguay Round - Important Aspects of Market Operating Exposure for Exporters and Importers
Access in the Uruguay Round - Subsequent - Assessing and Coping with Operating
WTO Developments. Exposure.
WTO: History - Functions - Structure - WTO Short Term Financial Management in a
Agreements - Trade Related Aspects of Multinational Context: Short Term Funding &
Intellectual Property Rights (TRIPS) - Trade Investment - Centralized vs. Decentralized Cash
Related Aspects of Investment Measures Management - Netting - Pooling - Exposure
(TRIMS) - General Agreement on Trade in Management - Offshore Invoicing Centers.
Services (GATS).
International Equity Investment: Comparing
The Foreign Exchange Market: Structure and Domestic Versus Foreign Equity Investment -
the Participants - Types of Transactions - Gains from Cross-border Diversification -
Mechanics of Currency Dealing - Exchange International CAPM - The Depository Receipts
Rate Quotations - Arbitrage - Forward Rates - Mechanism.
Evolution of Exchange Control and the Foreign
Long Term Borrowing in International
Exchange Market in India - Exchange Rate
Capital Markets: The Costs and Risks of
Computations.
Foreign Currency Borrowing - Syndicated
The Links between the Forex Market and the Loans - Bond Issues - MTNs - NIFS and
Money Market: Covered Interest Arbitrage - Related Instruments - Project Finance - Country
Covered Interest Parity Theorem - Swap Risk Assessment.
Margins and Interest Rate Differentials - Option
International Project Appraisal: The
Forwards - Cancellation of Forward Contracts -
Difficulties in Appraising a Foreign Project -
Forward-forward Swaps - Short Dated and
Issues in Cost of Capital - The Adjusted Present
Broken Date Contracts.
Value Approach - The APV Approach for a
Nature and Measurement of Exposure and Foreign Project - Choice of Discount Rates.
Risk: Macroeconomic Risks and Corporate
International Accounting & Taxation:
Performance - Defining Foreign Exchange
Accounting for Forex Transactions &
Exposure - Measuring Foreign Exchange
Derivatives - Transfer Pricing - Consolidation of
Exposure - Conceptual Approach -
MNC’s Accounts – International Taxation.
Classification of Foreign Exchange Exposure -
Transactions Exposure - Translation Exposure - EXIM Policy: Historical Perspective-
Operating Exposure - Exposure and Risk, Risk Objectives - Highlights of the Current Policy -
as Variability of Cash Flows. Imports - Classification-Import Licences -
Exports - Export Promotion Capital Goods
Managing Transactions Exposure: The
Scheme (EPCG) - Other Guidelines.
Hedging Decision - Automatic vs Discretionary
Hedging - Cost of Forward Hedge - Choice of Letters of Credit: Types of L/C’s - Mechanics
Currency of Invoicing - Internal Hedging of an L/C - Import Letters of Credit -

113
Requirements for Opening an Import Letter of Suggested Schedule of Sessions
Credit - Operational Features of an Import L/C -
Documentation Formalities - Bill of Lading - No. of
Topic
Scrutiny of Documents Required Under an Sessions
Import L/C - Other Relevant Guidelines - Role Financial Management in a Global 1
of Customs/C&F Agents - Reporting System. Perspective
Uniform Customs and Practice for International Monetary System and 2
Documentary Credits 1993 Revision - Rules: Financial Markets - An Overview
Introduction to International Chamber of International Trade Theories 2
Commerce - Introduction to UCPDC -
Description of Articles - Applications of Trading Blocks 1
Articles. GATT and WTO 1
ICC Uniform Rules for Collection: Collection The Foreign Exchange Market 4
Rules - Role of Drawer - Collecting Banker - The Links between the Forex
Paying Banker. Market and the Money Market
Export Finance and Exchange Regulations: Nature and Measurement of 2
Incentives Available to Exporters - Preshipment Exposure and Risk
Finance - Post Shipment Finance - Managing Transactions Exposure 1
Rediscounting of Export Bills Abroad -
Preshipment Credit in Foreign Currency (PCFC) Operating Exposure 1
- Other Exchange Control Regulations - Short Term Financial Management 2
Declaration Forms - GR/PP Procedure - Export in a Multinational Context
Letters of Credit - Documents to be Presented
International Equity Investment 2
under an Export Letter of Credit - Guidelines for
Scrutiny of Documents Presented under Letter Long Term Borrowing in 1
of Credit - Reporting System - Role of ECGC International Capital Markets
and its Functions. International Project Appraisal 3
Import Regulations: Classification - Imports International Accounting & 1
under Foreign Credits/Loans - Postal imports - Taxation
Other Exchange Control Regulations - Merchant EXIM Policy 1
Trade - FEMA- Forward Exchange Contracts
for Imports. Letters of Credit 2

Current Developments Uniform Customs and Practice for 1

Documentary Credits 1993
Cases Revision-Rules, ICC Uniform Rules
for collection
• Gazprom – Naftogaz Ukrainy Dispute:
Business or Politics? Export Finance and Exchange 1
Regulations, Imports and Exchange
• Mercosur – Changing Course?
Regulations
• The Falling Dollar
Import regulations and Current 1
• The Chinese Yuan: The Revaluation Developments
Dilemma
Total 30
Source: Case Studies in Finance Volume III

114
 Management of Financial Institutions

Course Code : SL FI 607 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of the course is to provide an overall view of the theory and practice of banking from a
manager’s perspective. The course is designed to assist students understand and appreciate the
conceptual, strategic, and risk management issues involved in managing financial intermediaries, and
understand the impact of interactions of business areas on financial performance

REFERENCE BOOKS AUTHOR / PUBLICATION

Management of Financial Institutions ICFAI

Bank Management, 6th e Koch, Timothy W / Macdonald, S Scott. South-

western College Pub. - 2005

Financial institutions Management: A risk Tata McGraw Hill - 2006

management approach, 5th e

Financial Institutions and Markets Kohn, Meir. Tata McGraw-Hill - 1996

Management of Banking and Financial services Paul, Justin / Suresh, Padmalatha. Pearson
Education - 2007

Management of Individual Financial Institutions Srivastava, R M. Himalaya Publishing House

Indian Financial System, 5th e Khan, M Y. Tata McGraw-Hill - 2008

Detailed Syllabus Values, Inflation and Interest Rates, Inflation

and Exchange Rates, The Indian Financial
Financial Institutions and Economic
System: Introduction, The Pre 1951 Period, The
Development: Nature and Role of Financial
Post 1951 period, The Indian Financial System:
System: Financial System and Financial
The Emerging Horizon]
Markets, Efficiency, Stability, Technology,
Government Intervention in the Financial Money, Prices, Exchange Rates and Interest
System. Rates: Monetary Expansion, Interest Rates and
Exchange Rates, Monetary Expansion and
Central Banking and Monetary Policy:
Prices, Real and Nominal Values, Inflation and
Central Banking Functions, Money Creation:
Interest Rates.
Process and control, Monetary Policy.[Will also
cover an overview of Money, Prices, Exchange The Indian Financial System: Introduction,
Rates, and Interest Rates: Monetary Expansion, The Pre 1951 period, The Post 1951 Period, The
Interest Rates and Exchange Rates, Monetary Indian Financial System: The Emerging
Expansion and Prices, Real and Nominal Horizon.

115
Commercial Banks • The CRB Scam
Evolution of Modern Commercial Banks: • China’s Insurance Industry: The Road Less
Evolution of Bank Assets, Liabilities and Travelled
Activities, Banking Structure, Matching
Revenues and Costs of Commercial Banks, Source: Case Studies in Finance Volume IV
Recovery of Advances and Documentation.
Suggested Schedule of Sessions
Capital Adequacy, Accounting Policies and
related matters, Directed Investments and Credit No. of
Topic
Programs and Interest Rates, Methods and Sessions
Procedures in Banks, Regulation and Financial Institutions and Economic 1
Supervision of the Financial Sector, Treasury Development
and Risk Management in Banks, Marketing of
Bank Services, Relationship Banking and Central Banking and Monetary 3
Innovations. Policy

International Banking: Off-Shore Banking, Money, Prices, Exchange Rates and 2

Multinational Banking, Banking Consolidation. Interest Rates

Finance Companies – The Evolution of The Indian Financial System 3

Finance Companies, The Present Status and the Commercial Banks 4
Micro Finance and its importance in Rural
Economy. Evolution of Modern Commercial 3
Banks
Insurance Companies: Economics of
Insurance, The Insurance Industry and its International Banking 3
Regulation, LIC and GIC.
Finance Companies 3
Development Banks/Finance Institutions:
Insurance Companies 3
Concept, Role of DFIs, Sources of Funds, DFI
in India, Recent Trends Development Banks/Finance 4
Current Developments: e-Banking Institutions

Cases Current Developments 1

• The ITC Classic Story Total 30

• Co-operative Bank Scams in India

116
 Project Appraisal and Finance

Course Code : SL FI 610 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of the course is to inculcate in the students the expertise required for formulating
project ideas and projecting cash flows as well as evaluation of project proposals prepared by others.

REFERENCE BOOKS AUTHOR / PUBLICATION

Project Management ICFAI

Project Financing: asset based financial Finnerty, John D. John Wiley & sons Inc - 2007
engineering, 2nd e
PROJECTS: Planning, Analysis, Financing, Chandra, Prasanna. Tata Mc-Graw Hill Pvt. Ltd
Implementation, and Review, 6th e - 2006
Project Financing Nevitt, Peter K / Fabozzi, Frank J. Euromoney
Books

Modern Project Finance: A Casebook Esty, Benjamin. John Wiley & Sons, Inc. - 2003

Strategic Project Management , 1st e Grundy, Tony B. PA (I) Pvt. Ltd. 2003

Detailed Syllabus Data and Secondary Data, Projection of

Demand using Qualitative Models.
An Overview of Project Finance: Introduction
to project finance and overview of the project Technical Analysis: Selection of Appropriate
finance market, project life cycle and its impact Technology, Acquisition of Technology,
on the feasibility Process of Procurement of Materials, Choice of
a Good Location for the Project, Design of the
A study of World Bank Project Reports Layout of the Facilities at the Project Site.
Project Initiation and Resource Allocation:
The Importance of a Proper Allocation of Financial projections: The Cost of the Project,
Resources, Process of Resource Allocation at The Means of Finance, Estimation of Working
the Corporate Level, Process of Resource Capital, Profitability Estimations, Balance Sheet
Projections, Projections of Sources and Uses of
Allocation at the Business Unit Level,
Funds.
Generation of Project Ideas and Creativity.
Environmental Appraisal of Projects:
Market And Demand Analysis: Identification
Meaning of Environment and Pollution,
of the Target market, choice of the Market Pollution Created by Different Industries,
Strategy, Projection of Demand using Primary Methods of Preventing Pollution,

117
Environmental Regulations in India, Detailed Project Reports: Preparation of
Environmental Impact Assessment for Projects. Detailed Project Report, Making Financial
Projections.
Social Cost Benefit Analysis: The Rationale
for SCBA, Different Approaches to SCBA, Cases
methodology of SCBA followed by Financial
Faculty will identify appropriate cases
Institutions, Public Sector Investment in India.

Structuring Projects: How project structures Suggested Schedule of Sessions

create value, Application of Portfolio Theories
No. of
to Capital Budgeting. Topic
Sessions
Valuing Projects: Appraising a Project by An Overview of Project Finance 2
Discounting and Non-Discounting Criteria,
A study of World Bank Project
Appraising Projects with Special Features, FCF Reports Project Initiation and 2
Approach, ERR Approach, Real Options – Resource Allocation
Issues in valuing long term projects,
Market And Demand Analysis 1
Project Negotiation
Technical Analysis 1
Managing Project Risks: How risk Financial projections 2
management creates value in project finance
Environmental Appraisal of Projects 1
Financing Projects: Syndication, Islamic Social Cost Benefit Analysis 1
Finance, Leverage Leases, Various debt
instruments and innovative Structures, Equator Structuring Projects 3
principles, securitizing project loans Valuing Projects 3
Risk Analysis in Capital Investment Project Negotiation 1
Decisions: What is Risk, Types of Risk, Managing Project Risks 2
Measurement of Risk, Method of Incorporating
Risk into Capital Budgeting. Financing Projects 3
Risk Analysis in Capital Investment
Multiple Projects and Constrains: Conflicts in
3
Ranking of Projects by Different Criteria, Decisions
Resolution of the Conflict in Ranking, Multiple Projects and Constraints 2
Techniques for Selection of more than One
Project from a Group. Detailed Project Reports 3
Total 30

118
 Risk & Insurance

Course Code : SL IN 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of this course is to help the students to understand the concept of risk and the
management of risk. A bird’s eye view of insurance industry will enable the students to understand
insurance as a risk management technique.

REFERENCE BOOKS AUTHOR / PUBLICATION

Risk and Insurance ICFAI

Risk Management & Insurance Williams, Arthur. McGraw Hill

Introduction to Risk Management and Insurance, Dorfman, Mark S. Prentice Hall - 2007
9th e

Fundamentals of Risk and Insurance, 10th e Vaubhan , Emmet J. Wiley - 2007

Risk Management and Insurance, 2nd e Harrington. McGraw Hill - 2003
Risk Management and Insurance Trieschmann. South Western College Publishing,
USA

Detailed Syllabus Identification - Hazard and Loss Analysis - Risk

Evaluation - Direct and Indirect Losses - Hidden
Introduction to Risk - The Concept and
Costs of Accidents - Risk Profiling - Risk
Definition of Risk - Classification of Risk -
Assessment and Quantitative Methods - Budget
Risk and Human Behavior - Attitude towards
Setting - Estimation of Future Effects - Claim
Risk - Human Response to Risk Estimation - Accuracy of Estimates
Risk Management Essentials - Nature of Risk Loss Exposure - Risk and Exposures to Losses
Management - Development of Risk - Personal Loss Exposures - Direct Exposures of
Management - Risk Management - Risk Organizations - Property Exposures - Liability
Management Process - Statement of Objectives Exposures - Integrated Risk Exposures
- Identification of Risks - Evaluation of Risks /
Risk Management - Non-insurance
Exposures - Consideration and Selection of Risk
Techniques - Risk Control - Risk Control and
Management Techniques - Implementation of
Risk Assessment - Risk Control and Risk
the Decision - Evaluation and Review
Financing - Risk Control and Speculative Risks
Measurement of Risk - Identification and - Risk Control Tools and Techniques - Risk
Evaluation - Sources of Risk - Exposures to Avoidance - Loss Control - Prevention of Loss -
Risk - A framework for Potential Risk Risk Transfer - Risk Financing Methods -

119
Contemporaneous Risk Financing - Prospective Management - Managing a Risk Management
Risk Financing - Retrospective risk Financing - Program - Subjective Risk - Enterprise Risk
Risk Retention - Risk Transfer - Choice Management and Alternative Risk Transfer -
between Retention and Transfer - Legal, Alternative Risk Transfer Tools.
Economic and Public Policy Limitations -
Value of Risk Management - Enterprise-Wide
Cases
Risk Management. • Assessing Loss due to Theft
Introduction to Insurance - Definition - • Assessing Loss to a Property and Claims
Financial Definition - Legal Definition - Nature Adjustment Process
of Insurance - Insurable Loss Exposures - • Claims for Loss to Property: Genuine or
Benefits of Costs and Insurance - Social and Fraudulent?
Economic Benefits - Social Costs of Insurance -
• Liability Insurance: Personal Injury Claims
Benefit-Cost Tradeoff - Social Insurance
• Outsourcing of Underwriting Activities in
Principles of Insurance - Principle of Insurance: Advantages and Disadvantages
Indemnity - Principle of Insurable Interest -
Principle of Subrogation - Principle of Utmost • Premium Rebates to Policyholders – Are
they Ethical?
Good Faith - Proximate Cause
• Film Insurance & Financing in India
Insurance Industry - Field of Insurance
Products - Functions of Insurers - Processes - Source: Case Studies in Finance Volume III
Types of Insurance Organizations -
Suggested Schedule of Sessions
Organizations / Players - Professions in Risk
and Insurance Management No. of
Topic
Sessions
Insurance Market - Economic Theory - Supply
and Demand - Historical Problems - The Introduction to Risk 1
Insurance Consumer - Channels of Distribution Risk Management Essentials 2
in Insurance - Consumer Protection -
Globalization of Insurance Industry Measurement of Risks 4
Loss Exposures 3
Insurance as Risk Management Technique -
Declaration - Insurance Agreement - Exclusions Risk Management - Non-insurance 4
- Common Policy Conditions - Definitions - Techniques
Basis of Recovery - Clauses Limiting Amount Introduction to Insurance 2
Payable
Principles of Insurance 2
Selection and Implementation of Risk Insurance Industry 2
Management Techniques - Avoid Risk if
possible - Implement Appropriate Loss Control Insurance Market 3
Measures - Analyze Loss Control Decisions - Insurance as Risk Management 3
Present Value Analysis - Select Optimal Mix of Technique
Risk Retention and Risk Transfer - General Selection and Implementation of 4
Guidelines - Selecting Retention Amounts - Risk Management Techniques
Implementing Decisions - Risk Manager vs.
Insurance Agent - Organization for Risk Total 30

120
 Global Capital Markets

Course Code : SL IB 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objectives of the course is to provide the student with a through understanding of the structure
and functions of different financial markets as well as the instruments that are in use in those markets.

REFERENCE BOOKS AUTHOR / PUBLICATION

Global Capital Markets ICFAI

Financial Institutions and Markets, 4th e Bhole, L.M. Tata Mcgraw Hill - 2004
Global Capital Markets Joshi, P R. Tata Mcgraw Hill

Global Financial Markets Giddy, Ian. Houghton Mifflin Co.

Detailed Syllabus The American Markets: Introduction to US

Money Markets-Instruments of Money markets-
The Evolution of Global Financial Markets:
Various Types of Municipal Securities-
Concept of Circular Flow-Role of the
Eurodollar Market-Money Market Mutual Fund-
Government-Savings and Investment: The Fuel The US Bond Market-Instruments in Bonds
to Power Markets-Globalization of the Financial Markets-Types of Corporate Bonds-The US
Markets-Classification of Global Markets-Role Equity Markets-Banking Regulations- Three
of Financial Intermediaries-Intermediaries Major Exchanges in US.
Handling Individual Investors-Types of
Japanese Markets: General Background of
Financial Intermediaries- Primary and Japanese Markets- Japanese Banking Structure-
Secondary Markets Financial Sector Reforms in Japan-Major
The Structure of Global Financial Markets: Funding Avenues-Export Finance in Japan-
Credit Rating in Japan
Money Markets-Advantages of Money Markets-
Understanding Bond Markets-Advantages with German Capital Markets: The Germany
Bonds-Types of Bond Market Instruments- Economy-The German Banking System-The
Players in Bond Markets- Government Bond German Bond Markets
Issues and Agency Debt- The Need for MBS English Markets: Introduction to UK Markets-
Market-Process of Securitization-Collateralized The Big Bang of 1986- The UK Financial
Mortgage Obligations (CMOs)-Comparing Market-The Financial Services Authority-Major
Different Mortgage Securities Funding Routes-Export Finance
Euro Instruments Markets: Syndicated Euro Swiss Capital Markets: General Scenario- The
Credits-Issuance of Euro Notes-Issuance of Swiss Banking Industry-The Swiss Insurance
Euro Bonds- Issuance of Euro Equities Industry-Performance of the Swiss Economy-

121
Regulation of the Swiss Banking Industry-Swiss Appropriate Funding Option- Cost
Fixed Income Markets-The Swiss Bond Market- Consideration in Choosing a Funding Option-
Swiss Equity Markets-Exchange rates/Interest Resource Diversification-Credit Rating and its
rates-Export Finance in Switzerland Relevance-Various Cost Computations-How to
Arrive at an Optimal Mix.
Multilateral Financial Institutions: World
Bank Group- Detailed Study of World Bank- Cases
International Development Association (IDA)-
International Finance Corporation (IFC)- Faculty will identify appropriate cases
Multilateral Investment Guarantee Agency Suggested Schedule of Sessions
(MIGA)-International Center for Settlements of
Investment Dispute (ICID); International No. of
Topic
Monetary Fund (IMF)- Main Areas of Sessions
Activities-Funding Avenues-Lending Activities-
The Evolution of Global Financial 2
The Process of IMF Lending-Other IMF Markets
Facilities-Regional Development Banks; OPEC-
AFDB-IADB-EBRD-ADB. The Structure of Global Financial 3
Markets
Futures, Options and Swaps: History of
Futures Markets-The Meaning and Operation of Euro Instruments Markets 3
Futures-Index Futures-Currency Futures-
The American Markets 3
Commodity Futures- Concept of Options-
American and European Options-Trading Japanese Markets 2
Strategies with Options-Option Pricing Models-
Exotic Options-The Concept of Financial German Capital Markets 1
Swaps-Interest Rate Swaps-Options on Swaps- English Markets 1
Commodity Swaps, Currency Swaps-Pricing of
Swaps. Swiss Capital Markets 2
Export Credits: The Origin and Growth of Multilateral Financial Institutions 3
Export Credits-How Exports are Financed-How
Interest on Export Credits is Calculated-Role of Futures Options and Swaps 5
Export Credit Insurance-Berne Union and its Export Credits 2
Importance-The Indian Context.
International Financial Strategies 3
International Financial Strategies:
Importance of International Financing-Various Total 30
International Financing Strategies-Choosing the

122
 General Insurance

Course Code : SL IN 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course helps the students to gain adequate conceptual knowledge on the Products in general
insurance, particularly the personal policies, while giving due emphasis on underwriting and claims
management.
The course also provides an insight into the commercial general insurance, particularly Motor, Fire,
Engineering and Marine Insurance

REFERENCE BOOKS AUTHORS / PUBLICATIONS

General Insurance – Personal ICFAI

General Insurance – Commercial ICFAI

Introduction to Commercial General Insurance Chartered Insurance Institute, London

Insurance Books Insurance Institute of India

Detailed Syllabus Institute Cargo Clauses - War Clauses - Strike

Clauses - Contract of Marine Insurance - Marine
Principles of General Insurance: Financial Insurance Policy - Warranties - Marine Cargo
System and Insurance - Insurance and Financial Policy - Marine Losses - Transit Clauses.
Security- Risks and their Classification - Risk
Management and Insurance- Principles of Fire Insurance: Historical background - Indian
Insurance- Differences between Life and Scenario - Application of Basic Principles of
General Insurance-Recent Developments. Insurance - Standard Fire Policy - Express
Conditions and Warranties of a fire Policy - -
Personal Policies: Family Risk Management - Mortgage Clause - Other Insurance -
Identifying areas of Potential Losses- Contribution - Co-insurance-duties, Rights and
Measurement of Loss Potential- - Personal Limitations of the Parties-Fire Hazards-
Accident and Health Insurance- Mediclaim Measures of Preventing Fire Hazards.
Policy- Overseas Mediclaim policy, Cancer
Insurance, Critical illness insurance Engineering Insurance: Origin-Application of
Basic Principles of Insurance - Policies for
Motor Insurance: Origin-application of Constructional Phase- Contractors All Risks
Principles of Insurance - types of Motor Insurance - Erection all Risks Insurance -
Vehicles - Types of Policies-Motor Tariffs - Marine cum Erection Insurance- Advance Loss
Premiums - Registration and Insurance - Motor of Profits Insurance - Machinery Insurance -
trade Policies - Underwriting - Claims. Contractors’ Plant and Machinery Insurance -
Marine Insurance: Origin- Indian Scenario- Boiler and Pressure Plant Insurance - Machinery
International Market-Application Basic Loss of Profit Insurance - - Electronic
Principles- Classifications of Marine Insurance- Equipment Insurance.

123
Insurance of Property and Liability: Fire Cases
Insurance or Insurance of Property- Package
• IRDA and the Changing Tariff Structure for
Policies- Liability Insurance- Workmen’s Motor Vehicle Insurance in India
Compensation Policy- Terminology, Perils,
• Assessing Loss Due to Theft
Clauses and Covers.
• Claim Adjusters and Workers Compensation
Risk Assessment, Underwriting and Rate Claims
Making: Need for Risk Assessment- Risk
• Assessing Loss to a Property and
Assessment by Insurance Companies- Risk
Claims Adjustment Process
Rating- Premium- Basic Statistical Tools for
Risk Evaluation- Underwriting of Different • Assessing Losses Caused by Vandalism
Hazards. • Reinsurance in India

Product Design, Development and Source: Case Studies in Finance Volume IV

Evaluation: Role of Regulations- Other Factors
in Product Development - Product Design, Suggested Schedule of Sessions
Development and Evaluation - New Products -
No. of
Problems in Product Development. Topic
Sessions
Legal Framework and Documentation: Principles of General Insurance 2
Essential of Insurance Contract - Insurance (Including case discussion)
Contract and Legal Framework- Elements of
Personal Policies 3
Insurance Contracts- Motor Vehicles Act, 1939
- Public Liability Act 1991 - Documentation. Motor Insurance (Including case 3
discussion)
Claims Management: Claims Management in
Insurance Business- Different aspects-Procedure Marine Insurance 2
Followed in an Insurance Company-Role of the Fire Insurance 2
Surveyor- Settlement of Claims under Different
Engineering Insurance 2
Policies in Personal Lines - Points to be checked
while Processing the Claims. Ethical aspects of Insurance of Property and Liability 2
claims Management – Close proximity of (Including case discussion)
claims. Risk Assessment, Underwriting and 3
Marketing and Servicing: Risk Management Rate Making
Technique - Factors that affect Marketing of Product Design, Development and 2
Insurance - Options available for Insurance Evaluation
Services - Distribution Methods of Insurance-
Legal Framework and 2
Market Research- Sources of primary and Documentation
secondary source Information.
Claims Management (Including case 3
Reinsurance: Need and Importance of discussion)
Reinsurance- Types and Methods of
Marketing and Servicing 2
Reinsurance- Relative Advantages and
Disadvantages - Reinsurance Management Reinsurance (Including case 2
Strategy- Reinsurance of Large Risks and discussion)
Catastrophes - Fixing of Retentions and Total 30
Reinsurance for Personal Lines.

124
 Overview of Banking

Course Code : SL BK 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course primarily focuses on the basics of banking. It aims to provide a comprehensive
understanding to the various activities performed by banks.

REFERENCE BOOKS AUTHOR / PUBLICATION

An Overview of Banking ICFAI
Banking Theory Law and Practice Sundaram / Varshney. Sultan Chand and Sons
Publisher - 2004
Management of Banking & Financial Services Paul, Justin / Suresh, Padmalatha. Pearson –
2007
General Bank Management Indian Institute of Banking & Finance –
Macmillan Publication
Practical Banking Advances Bedi, H.L. / Hardikar, V.K. UBSPD publishers
and distributors
Financial Institutions and Markets, 4th e Bhole, LM. Tata McGraw Hill - 2004
Indian Financial System, Theory and Practice, Khan, M Y. Tata McGraw Hill - 2004
4th e

Detailed Syllabus Balance Sheet of Banking Companies. Different

Schedule under Banking Regulation Act. –
Indian Financial System: The Financial Provisioning norms of CRR & SLR
System, Nature, Evolution and Structure, The
Functions of Financial Intermediaries, Financial Deposit Management: Importance of Deposit,
Instruments, The Role of Financial System in Types of Deposit in India, USA & Europe. NRI
Economic Development, The Indian Financial Deposits, Cost of Deposit & its impact on
System. Profitability, concepts of Fixed & Floating Rate
of Interest, Deposit Insurance.
The Origin and Growth of Banking: of
Banking, Functions of Commercial Banks,, Cheques: Special Features Negotiability,
Banking in the New Millennium. Validity, Crossing & Endorsement.

Banker Customer Relationship: Types of Cash Management: Importance of Cash

Accounts, Types of Relations, KYC Norms, Management issues, Cash at Counter, Vault &
Banker – Customer relationship, Rights and Currency Chest.
Duties of Banker/ Customer, Importance Lending Activities : Lending activity, Basic
provisions of NI Act requirements for lending.
Sources &Uses of Funds: Bank Balance sheet, Credit Policy: Need for Credit Policy,
Sources & Uses of Funds in a Bank. Form of Components of Credit Policy, Credit Policy

125
Pursued by the Government, Bench Marks Act, Concepts of Capital Adequacy and Risk
Exposure Norms, Credit Culture. Management. (Basel I & II)
Retail Banking: Basics of Retail Banking, RBI Act, Banking Regulations Act, NI Act,
Forms of Retail Banking and Emerging issues Conliact Act & Transfer of Property Act.
Corporate Banking: The nature of corporate Banking Regulation Act 1949 – Business of
banking, Developments in corporate banking, banking companies, Management of banks,
Consortium finance, Multiple banking Restrictions on business, role of RBI, Statutory
arrangements, and Loan syndication returns
Financing SMEs: Small-scale industries, The Cases
Nayak committee recommendations, Appraisal,
Monitoring and Nursing of SSIs, Institutional Faculty will identify appropriate cases
and Infrastructural support to SSIs, Time norms
Suggested Schedule of Sessions
Rural Banking & Micro Finance: Sources of
rural finance – Credit delivery mechanism in No. of
Rural finance to Co-operative Agricultural and Topic
Sessions
Rural Development Banks (CARDB) –
Regional Rural Banks (RRBs) – Service Area Indian Financial System 2
Approach (SAA) – National Bank for Origin and Growth of Banking 1
Agriculture and Rural Development
(NABARD), Microfinance Banker Customer Relationship 1

Follow up & Recovery: NPA’s, Classification, Sources & Uses of funds 2

SARFE Act & Asset securitization. Deposit Management 1
Fee-based Services: Fee-based Services Cheques 1
L/C,B/G, Subsidiary services, Bancassurance,
Demat Account, Safe Deposit Locker , Mutual Cash Management 2
Funds, Merchant Banking Activities – Lending Activities 2
Management of Public issues, Reasons,
Eligibility norms, Regulatory framework, Credit Policy 2
Marketing of issues, Post issue activities Retail Banking 1
Plastic Money: Different types of plastic Corporate Banking 1
money, Concept of a credit card, Distinction
between Credit card, Charge card and Debit Financing SMEs 1
card, Mechanics of a credit card transaction, Rural Banking & Microfinance 2
Credit card as an augmented retail financial
product, Credit card business in India, The Follow-up & Recovery 2
merging scenario - CRM, (AWB, ATM, Mobile Fee-based services – Management 2
Banking Internet Banking) Delivery Channels of Public issues
(Payment & settlement services)
Plastic Money 2
Internal Control: House Keeping, Internal
Audit Internal Control 2
Regulatory Framework – RBI Act… 2
Regulatory Frame Work: Role of RBI in
Banking Supervision & Regulation, on site Banking Regulation Act 1949 1
Inspection – Concepts of CAMELS- Offsite
Surveillance, ombudsman, Customer protection Total 30

126
 Banking Services Operations

Course Code : SL BK 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective:
The focus of the course is directed towards the various operation performed in banks and the different
ways of managing risk faced by banks.

REFERENCE BOOKS AUTHOR / PUBLICATION

Banking Services Operations ICFAI
Banking Theory Law and Practice Sundaram / Varshney. Sultan Chand and Sons
Publisher - 2004
Managing Indian Banks: Challenging Ahead, Joshi, Vasant C / Joshi, Vinay V. Sage
3rd e Publications - 2009
Banking Law and Practice in India Jannon, M.L Students Edition - 2007
General Bank Management IIBF – Macmillan

Detailed Syllabus through Portals, The Digital Age of Banking.

Core Banking Solution, Universal Banking etc.
Introduction to Banking Operations: The
Changing Nature of Banking Operations, Security Considerations in e-Banking: The
Importance of Customer Relationship Need for Security, Sources and Types of Risks,
Management in Banks, Role of Technology in Causes of Risks, Control Measures at System
Banking Operations. Level and Network Level, Disaster Recovery
and Contingency Plans, Legal Aspects and
Services Design and Delivery Strategies in Framework, Security Policy.
Banks: Products and Services Offered by
Banks, Response of Banks with Newer Services Facilities Management: Payment and
and Delivery Mechanisms & Delivery Strategies Settlement Systems in India and abroad, RTGS
in a Bank, Implications of Service Intangibility. and Clearing House: Emerging(US & Europe-
CHIPS, CHAPS, FedWire, TARGET & CIPA
Introduction to Electronic Banking: Role of etc.) Clearing House :Manual, MICR, High
Technology, Significance of Computerization in Value & National Clearing, Clearing
Banks, Finance Portals for the Banking Corporation of India Ltd. Etc. Emerging New
Industry, Multi-channel Operations (Remote System: ECS(Debit & Credit)EFT, MEFT,
Banking), The Regulatory Framework. RTGS; LERM, Remittances through non-
Electronic Banking, Electronic Banking, banking Channels, etc. Remittance Channels;
Electronic Banking: Market Assessment, e- INFINET,BANKNET,SWIFT etc. Risk Factors
Banking: An Introduction, Internet: e- for Payments Systems, International Standards
Commerce, e-Banking, e-Banking in India, on Payment Systems, Role and Concern of
Internet Banking Strategy, Risks in e-Banking. Central Bank and Participants, Cost Reduction
The Branch Renaissance, The Migration to an Exercise.
Online Environment, Customer Relationship

127
Service Quality Metrics: Core Factors, Management Strategies, Risk Limitation,
Customer Relationship Management, Technical Management of IT Implementation risks.
Quality and Functional Quality, Role and
Operational Risk Management: Operational
Process Capability for Managing Services,
Risk and its Evolution, Major Sources of
Managing Service Delivery, ISO 9000
Operational Risk in Banks, Measurement of
Certification in Banking Services
Operational Risk, Management of Operational
Improving Quality and Productivity: Risk.
Banking Services: Technical Quality and
Functional Quality, Determining What Satisfies Cases
the Customer, Customers’ Perception of Faculty will identify appropriate cases
Banking Service Quality, Devising Quantitative
Determinants, Non-Quantitative Determinants, Suggested Schedule of Sessions
Quality by Design: Formulating a Suitable
Standard, Quality Assurance, Managing Service No. of
Topic
Delivery, Improving Productivity and Sessions
Performance, Importance of Six Sigma to
Introduction to Banking Operations 2
Banks, Six Sigma in Banks, Steps for
Improving Quality of Service. Services Design and Delivery 3
Operational Controls: Banking Regulations Strategies in Banks
and Supervision, Maintenance of Documents Introduction to Electronic Banking 3
and Records, Adequate Information Storage and
Retrieval Mechanism, Maintenance of CRAR, Security Considerations in E- 1
Reporting, Asset-Liability Management System, Banking
Organizational Structure, Audit and Vigilance. Facilities Management 5
Introduction to Risk Management: What Risk Service Quality Metrics 1
is All About, Basic Purpose of Risk
Management in Banks, The Process of Risk Improving Quality and Productivity 2
Management, Different Types of Risks in
Banks, Overview of Enterprise-wide Risk Operational Controls 4
Management in Banks Introduction to Risk Management 2
The New Basel Accord-Implication for New Basel Accord-Implication for 2
Banks: An Overview, Basel II Framework, The Banks
Three Pillar Architecture, Organizations
Affected by Basel II, Impact of Basel II. Risk Management Strategies 3
Risk Management Strategies: Operational Operational Risk Management 2
Risk Management Strategies at Banks, Financial
Total 30
Risk Management Strategies, Systemic Risk

128
 Retail Banking

Course Code : SL BK 607 Sessions : 30

Credit : 3 Semester : III/IV

Objective:
The course is designed to provides the student with adequate knowledge about banking and its
products, the retail banking segment and the processes for managing retail credit.

REFERENCE BOOKS AUTHOR / PUBLICATION

Retail Banking ICFAI
Croxford, Hugh et al. John Wiley and sons Inc -
The Art Of Better Retail Banking
2005
Achieving Excellence in Retail Banking Leichtfuss, Reinhold. John Wiley & Sons - 2003

Detailed Syllabus Finance to Individuals Products-Major Subsets-

Auto Loans-Home Loans and White Goods
Introduction to Retail Banking: Concept of Loans Education & Personal Loans & Limits
Retail Banking, Main Subsets Of Retail Characteristics-Lifestyle-Related Products–
Banking Definition And Characteristics Of Plastic Money Products-Origin & Evolution-
Consumer Banking- Change in Bankers’ Types-Characteristics- Credit Cards- Meaning
Perception About Retail Banking and & Definition; Operation Of Credit Cards-
Acceptance of Retail Banking As Risk Mechanism of Credit Card Operation-
Diversification Tool-Differences Between Advantages/ Benefits of Credit Cards to Banks,
Retail Banking, Private Banking & Priority to Cardholders & to Merchant Establishments;
Banking-Segmentation- Reasons for Boom in Profitability; Disadvantages Of Credit Card-
Retail Banking, Economics of Retail Explosion- Other Types Of Cards, Such as, Debit Cards,
Threats of Retail Boom-Importance of Retail Cheque Cards, Charge Cards, Smart Cards etc.-
Banking to Indian Economy-Quality of Life, Advantages & Disadvantages-Other Liability
Consumption Financing, Lifestyle Lending- Products, Asset Products–Secured/Unsecured-
Other Sources Of Retail Finance- Non Banking Third Party Products-Other Products (Demat).
Finance Companies-Chit Funds-Company
Deposits-Retail Chains of Consumer Products- Recent Trends in Retail Banking: Alternate
Installment Credit Advantages of Bank Finance. delivery channels – Customer Relationship
management vs. Customer Interaction
Retail Products and Channels: Opening of management (CIM)-Technology as a
Various types of Bank accounts. All Channels differentiator- International Trends and Tools.
e.g.-Branch Banking-Distribution Channels- Regulatory Aspects-Microfinance- Urban Retail
Traditional Banking vs. Branch Banking- Products-Factoring.
Technology Based Channels-ATM-Tele
Banking-Internet Banking-Kiosk Banking- Facilities Management: Payment and
Advantages & Disadvantages-Types of Retail Settlement Systems in India & abroad (US &
Banking Products & Services-Savings Avenues- Europe-CHIPS, CHAPS, FedWire, TARGET &
Payment Facilities-Annuities-Mutual Funds- CIPA etc.) Clearing House: Manual, MICR,
Asset Side Products-Loans-Productive & High Value & National Clearing, Clearing
Consumption Purposes- Consumer Credit Bill Corporation of India Ltd. Etc. Emerging New

129
System: ECS (Debit & Credit) EFT, MEFT, Credit and Risk Management: What is Risk-
RTGS; LERM, Remittances through non- How Banks are affected by Risks-Types of
banking Channels, etc. Remittance Channels; Risks Faced by Banks-Impact of Retail Banking
INFINET,BANKNET,SWIFT etc. Risk Factors on Bank’s Risk Profile-Risk Prone Area-
for Payments Systems, International Standards Indicators of Risk-Risk Mitigating Measures-
on Payment Systems, Role and Concern of Risk Measurement-Pricing Of Products Based
Central Bank and Participants, Cost Reduction On Risk Profiles-Management of Risks in
Exercise. Banks-Definition–Credit Vs. Risk-Risks
Involved In Various Segments - Validation of
Product Management: Concept of Product
Ability/ Intention to Pay-Credit Process
Management-Role of Innovation in product
(Including Scoring, Outsourcing)-Verification
designing - Positioning - Customer needs
of Loanees- Validation of Ability/ Intention to
assessment – Segmentation – Enhancements –
Pay, Verification of Loanees by Internal
Feedback- Branding-Promotions and schemes.
Agencies vis a vis Outsourcing-Legal
Sales and Distribution Management: - Direct Documentation- Need, Process and Time
Sales- Strategy Of Marketing and Sales in Schedule-Risks Involved in Various Segments
Banks-Relationship Management-CRM- of Retail Loans-Operational Risks-Operational
Customer Protection Laws-Customer Risks Management Strategies-Operational Risks
Satisfaction-Crosse - Channel Selection and and IT-Delinquency Management-Provisioning
Channel Management - DMA, DSA- Norms-Disaster Recovery Management-
Empanelment of Channel Partners- Monitoring Portfolio Management-Credit Bureaus.
a Channel Partner-Integrity- Performance
Regulatory Environment: Need for Regulation
Management- Productivity Rewards.
in Banking, Internal Regulation-RBI-Business
Personal Banking: - Concept of Private Facilitator-Model-External Regulation-Know -
Banking-Private Banking in Indian banks-Why Capital allocation and risk assignment norms-
Private Banking-Private Banking in New End user monitoring - Basle Norms - Sarbanes
Generation Bank - HNI Products- Non Resident Oxley- Business Continuity Management, AML
Indians & Their Accounts with Indian Banks-
Investment Opportunities Available to NRIs in
Case Studies
India-Wealth Management- Meaning and • HDFC’s Business Model
Constituents of Wealth Management-Advisory • ICICI into Universal Banking
Role-Functions & Responsibilities-Financial
Planning & Financial advisory responsibilities- Source: Retail Banking – ICFAI (MRB)
Fiduciary role
Suggested Schedule of Sessions
Securitization: Evolution of NPAs
management in Indian Banking-New tools of No of
Topic
recovery-DRTs, Lok Adalat, One time Sessions
settlement, sarfaci Act, Follow up of adultants / Introduction to Retail Banking 3
recovery- notices, visits NPA Clarifications, Retail Products and Channels 5
OTS-Asset Securitization Act-Meaning and Recent trends in Retail Banking 3
importance as a Risk Transfer/Diversification
Product Management 3
Measure-Legal framework-Advantages &
disadvantages - Procedure of Recovery Under Sales and Distribution Management 2
the Act-Sell Down-Buy Out-Risk Personal Banking 4
Diversification Tool - Rating of a pool - Recent Securitization 3
Regulatory Guidelines - Problems of Credit and Risk Management 4
implementation in Indian Environment- RBI
Guidelines on recovery agents. Regulatory Environment 3
Total 30

130
 Rural Banking & Microfinance

Course Code : SL BK 608 Sessions : 30

Credit : 3 Semester : III/IV

Objective
‘Rural Banking and Microfinance’ intends to provide the student with adequate knowledge of
increased role and potential of rural India in the country’s economic development. In this context,
Microfinance has emerged as an important mechanism in increasing rural wealth. Thereby it is
imperative in the study of Rural Banking.

REFERENCE BOOKS AUTHOR / PUBLICATION

Rural Banking ICFAI University

Rural Development in India Desai, Vasant. Himalaya Publishing House -

2005

A challenge in the crisis Functional and Subrahmanyam, K. Siva / Choudhury, R.C.

Financial Devolution on Panchayats in India NIRD

Impact of Liberalisation & Globalisation on Edited by A.V.S.Reddy and B.K.Thapliyal,

Rural Livelihoods NIRD - 2003

Microfinance ICFAI University

Detailed Syllabus Agriculture and Rural Development

(NABARD) – The District Industries Center
Rural Banking: (DIC) – Small Industries Development Bank of
Rural India: Definitions of Rural Areas – India (SIDBI) – Lead Bank Scheme –
Spread of Population in India – Rural Economy Government Schemes for Rural Development –
– Rural Employment – Rural Poverty – Self Employment and Entrepreneurship
Agricultural Reforms – Rural Credit. Development.

Panchayat Raj System for Rural Agricultural Activities: Agricultural Finance in

Development: The Concept of Panchayat Raj – India – Credit Sources to Agriculture and Allied
The Structure of Panchayat Raj – Role of Activities – Agricultural Credit in Post-
Panchayat Raj in Rural Development. Economic Reforms Era – Agricultural Advances
– National Agricultural Insurance Scheme –
Rural Infrastructure: India’s Infrastructure – Recovery and NPAs in Agricultural Sector.
Importance of Rural Infrastructure – Benefits of
Infrastructure Development – Role of Rural Farm Development Loans: Agricultural Term
Credit. Loans – Land Development Loans – Loans for
Minor Irrigation – Dugwell Scheme/
Government Initiatives for Rural Development of Old Well Scheme – Procedure
Development: Agricultural Credit – Banking for Availment of Refinance – Development
Reforms and Rural Credit – National Bank for Loans for Plantation/Horticulture.

131
Allied Activities in Agriculture: Allied Self Help Group Approach: The Concept,
Activities – Poultry Farming – Dairy Farming – Why Self-Help Groups? – Objectives –
Pisciculture – Aquaculture – Horticulture – Cold Promotion, Group Dynamics in Growth of
Storage – High-Tech Agriculture – Agro- SHGs: Issues to be addressed – General
Processing. Functioning Norms, What are the Books kept by
a SHG? Best Practices in Microfinance –
Agricultural Marketing in India: Overview of
Empowerment Strategy, Networking of Self
Agricultural Marketing – Agricultural
Help Groups; Institutionalization of Self Help
Marketing System – Agricultural Price
Movement; Objectives and Functions of
Commission – Current State of Agricultural
Networking – Credit Rating and Bank Linkage,
Marketing – Agricultural Marketing Credit in
Grading of Self Help Groups; Development of
India.
Rating Instrument – Linking of Self Help Group
Small-Scale Industry: Role of Small-Scale to Bank, Step-wise process of Operating of
Industries – Structure of Small-Scale Industries SHG.
– Village, Rural and Small-Scale Industries –
Models of Microfinance: Conventional
Credit Support for SSI/Tiny Sector/Agro-Rural
Models, Direct Method; Indirect Method;
Industries – Major Problems and Challenges
Models in Andhra Pradesh – Business
Faced by the SSI/Agro-Rural Sector – Role of
Facilitator/Business Correspondent Model,
SFCs in the Development of Small-Scale
Business Facilitators; Business Correspondents;
Industries.
Engagement of Business
Green Revolution: Scope of Green Revolution Facilitators/Correspondents: Concerns and
– Key Inputs for Green Revolution – Safeguards; Policy for identification and
‘Generation’ Problems – Role of Technology – Acceptance – Bank-MFI Bulk Lending Model –
Impact of Green Revolution – Green Revolution Partnership Model, Promoting Bank-MFI
and Rural Development. Partnership Model.

MIS in Banks: Rural Informatics – Information Development of Microfinance Products:

Systems (IS) Applications – Geographical Types of Products – Savings, Objectives –
Information Systems (GIS) Applications – Microinsurance, Regulation of Microinsurance;
Networking Applications – Multi-media Insurer-MFI Partnership Model – Securitization,
Applications – NIC’s Role – E-governance for Need for Securitization in India – ICICI Bank
Rural Masses – Basic Statistical Returns. Lending Products.

Microfinance Sustainable Development Issues: SHG Issues,

What are the Important Steps for Sustainable
Overview of Microfinance: Experiences of Development of SHGs? What are the Skills
Poverty Initiatives in India, Overview of Indian needed for Managing Successful SHGs? –
Poverty Alleviation Programs of Seventies and Promotion of Micro Enterprises, Micro
Eighties; Strategic Shortcomings in Programs – Enterprises-Opportunities and Challenges;
Bangladesh Grameen Experiment, Savings Characteristics of Micro Enterprises; Micro
Program; Grameen and the Question of Enterprise Promotion-Critical Gaps; Cluster
Replicability; Grameen’s Socio-political Approach for Micro Enterprise Promotion;
Context; Land Ownership and the Distribution Types of Clusters; Challenges for Cluster Micro
of Property Rights; Local Government in Enterprises – Capacity Building – Assessment
Bangladesh; Culture and Power in the Village; of MFIs, Rating of Microfinance Institutions;
Grameen’s Work Environment – Microcredit Non-financial Parameters; Financial Parameters;
Summit-1997 and Policy Planning, Microcredit Approach for MFI Evaluation – CRISIL Model,
and Microfinance: Agenda for Policy Planning; CRISIL’s Criteria for MFI Evaluation,
Credit as a Poverty Initiative.

132
MICROS – Regulatory Framework-
No. of
Recommendations of Expert Groups, Topic
Sessions
Microfinance Act; Interest Rates; Savings;
Regulations on Investment; Response to Agricultural Activities 2
Primary Concerns: Bridging the Gap with
Safeguards; Rate of Interest; Vepa Kamesam Farm Development Loans 2
Group Recommendations – Microfinance Risk
Scenario – Political Risk; Economic Risk; Allied Activities in Agriculture 2
Currency Risk; Geographical Risk; Saturation
Agricultural Marketing in India 2
and Unhealthy Competition; Institutional Risk.
Small-Scale Industry 2
Cases
Faculty will identify appropriate cases Green Revolution 1

Suggested Schedule of Sessions MIS in Banks 1

No. of Micro Finance: 2

Topic
Sessions Overview of Microfinance
Rural banking: 1 Self-Help Group Approach 3
Rural India
Models of Microfinance 3
Panchayat Raj System for Rural 1
Development Development of Microfinance 2
Products
Rural Infrastructure 2
Sustainable Development Issues 2
Government Initiatives for Rural 2
Development Total 30

133
 Risk Management in Banks

Course Code : SL BK 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To understand the various types of risks in banking and to identify, measure and control risks.
To understand the Guidelines and directives of Regulator in risk control and management.

REFERENCE BOOKS PUBLICATION / AUTHOR

Risk Management in Banks ICFAI
Risk Management, 1st e Crouchy, Michel et al. McGraw-Hill - 2005
nd
Risk Management in Banking, 2 e Bessis, Joel. John Wiley and Sons - 2002
Financial Risk Management Edinburgh Business School
Risk Management Verma, S B. Deep & Deep Publications
Glantz, Morton. Published by Academic Press -
Managing Bank Risk
2002
Asset Liability Management Kumar, T Ravi. ICFAI Vision Series

Analyzing & Managing Banking Risk, 3rd e Geuninig, Hennie Ban / Brdjouce, Sonja. The
World Bank - 2009
Risk management IIBF Mumbai taxman publications
Theory and practice of treasury and risk
IIBF. Taxman
management in
Banks Credit risk management. Bidni, S. K. / Mitra, P.K. Taxman
Risk Management in Indian Banks Dr. Bhattacharya. Himalaya Publishers

Detailed Syllabus Managing Credit Risk: Drivers of Credit Risk;

Credit Rating; Capital Adequacy Requirements;
Introduction to Risk Management: What risk
is all about; Basic Purpose of Risk Management BIS Risk-Based Capital Requirements Frame
in Banks; The process of Risk Management; Work; Traditional Measurement Approaches;
Different Types of Risks in Banks; Overview of Different Models of Credit Risk. Importance of
Enterprise-wide Risk Management in Banks. Credit Appraisal & Monitoring in managing
Asset-Liability Management in Banks: Need credit risk.
for macro- and Micro-level Asset-Liability
Managing Market Risk in Banks: Risk and
Management; Role of Asset-Liability
Management Committee; The Asset-Liability Sources of Risk; Measuring Risk and Value-at-
Management process; Asset-Liability Risk (VaR); Approach to VaR; Types of Risk;
Management and its Purpose; Regulatory Indian Scenario. Impact of Market Risks on
prescription for Asset-Liability Management. Banks’ performance – Types of market risks.

134
Managing Liquidity Risk: Liquidity Risk and Enterprise-Wide Risk Management in
the Need for Managing it in the Long/short Run; Banks: The Necessity of ERM; The Process of
Fundamental Approach to Long Run Liquidity ERM; Measurement of ERM; Transfer Pricing;
Risk Management; Technical Approach to short Cases in ERM.
Run Liquidity Risk Management; Factors
The New Basel Accord- Implication for
Influencing Investment- Borrowing Decisions.
Banks: Basel II Frame Work- The Three Pillar
Importance of cash management in banks.
Architecture; Organizations Affected by Basel
Managing Interest Rate Risk: Types of II; Impact of Basel II. On Capital Adequacy
Interest rate risks; Gap Methodology; Duration Regulatory Guidelines.
Analysis.
Cases
Managing Foreign Exchange Risk: Nature
and Magnitude of Exchange risk; Tools and Faculty will identify appropriate cases
Techniques for Managing Forex Risk;
Managing the currency risk; Futures, options Suggested Schedule of Sessions
and swaps;
No. of
Operational Risk Management: Operational Topic
Sessions
Risk and Its Evolution; Major Sources of
Operational Risk; Measurement of Operational Introduction to Risk Management 3
Risk; Management of Operational Risk.
Asset Liability Management in
Risk Management Frame work in Banks: 3
Banks
Enterprise –wide Risk Management in Banks;
Elements of Risk Management Frame work; Managing Credit Risk 3
Systematic Risk Management in Banks;
Different Measures of measuring Risks; Managing Market Risk 2
Involvement of the management in the Risk
Management Frame work. Managing Liquidity Risk 2
Risk Management Tools: Tools and Managing Interest Rate Risk 2
Techniques for Managing Credit Risk, Forex
Risk, Interest Rate Risk, Market Risk Forex Risk 2

Derivatives in Banks: Futures in Banks and Operational Risk 2

Different Types of Futures; Options in Banks
and Different Types of Options; Swaps in Banks Risk Management Frame work in
and Different Types of swaps; Use of the 2
Banks
Derivative Products. Credit Derivatives;
Mortgage Guarantee Companies. Risk Management Tools 2
Risk Management Strategies: Operational Derivatives 2
Risk Management Strategies; Financial Risk
Management Strategies; Systematic Risk Risk Management Strategies 2
Management Strategies; Risk Limitation; IT
Implementation Challenges. Outsourcing of Enterprise Wide Risk Management 1
services by banks, risks in outstanding The New Basel Accord 2
safeguards to be taken by banks, RBI directives
to banks. Total 30

135
 Treasury Management

Course Code : SL BK 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of the course is to help the student gain insight into the myriad functions of a treasurer
ranging from cash and liquidity management, reserves management, funds management to transfer
pricing, and risk management.

REFERENCE BOOKS AUTHOR / PUBLICATION

Treasury Management ICFAI
IBFS Study Material ICFAI
th
Analysis for Financial Management, 8 e Higgins, Robert C. McGraw-Hill/Irwin - 2005
th
Fundamentals of Financial Management, 11 e Van Horne, James C. Prentice Hall - 2001
th
Practical Financial Management, 4 e Lasher , William R. Thomson – South –Western
- 2005
An Introduction to Fund & Investment
R Bhaskaran, BIRD Lucknow
Management in Banks
The Treasury’s Hand Book J P Morgan Fleming
2006 Foreign Exchange and Treasury
Euro Money Year Book
Management Handbook
Treasury & Risk Management IIBF & MacMillan
Financial Markets and Institutions & Risk Saunders, Anthony / Cornet, Marcia Millan. Tata
Management Approach, 3rd e Macraw Hill - 2005

Detailed Syllabus Market; Risks Involved and Pricing Decisions;

Role of Indian Credit Market.
Scope and Functions of Treasury
Management: What is a Treasury Short Term Instruments: Introduction to
Management; Structure and Organization of Money Markets.
Treasury Management; Role of CFO; Functions
The money Market Instruments; Various
of a Controller; Functions of a Treasurer;
Intermediaries and their Role; Influence of
Responsibilities of a Treasure.
Monetary policy on Money Markets; Regulatory
Financial Systems and Financial Markets: Framework in the Indian Money Market; Recent
Functions of the Financial System; Constituents Developments in the Monetary and Credit
of the financial System; Need for Various Policy.
Financial Markets; Role of Financial Assets and
Call Money: Features of Call Market;
Financial Intermediaries in the financial System.
Developments in Indian Call Markets;
Credit Market: The role of credit Market in the Movements of Call Rates; Role of Reserve
financial System; Credit Facilities in the credit Bank of India; Call Markets in Other Countries.

136
Treasury Bills: Features of Treasury Bills; Components of Bank’s Investment Policy;
Types of Treasury Bills; Issuing procedure of Valuation of Investment Portfolio – Models of
Treasury Bills; Primary Market and settlement Investment
Procedures; Features of Treasury Bills Abroad.
Asset –Liability Management: ALM
Certificate of Deposits (CDs): Feature of CDs; Information Systems; ALM Organization;
Purpose for which CD’s are Issued; The Issuing Liquidity Risk Management; Currency Risk
Procedure; The Guidelines. Management; Interest rate Risk (IRR)
Management.
Bill Financing: Concept and Features of Bills
of Exchange; Types of Bills; Procedure of Bill Cases
Financing; Foreign Bills; Discounting of Bills
by NBFC’s; Commercial Bill Financing. • Allied Irish Banks: The Currency
Derivatives Fiasco
Repurchase Agreements (REPO’s): Nature
and Purpose of Repo’s; Features of Repo’s; • Sumitomo Corporation of Japan: The
Issuing procedure of Repo’s. Regulatory Commodity Derivatives Fiasco
Framework – Hands Experience • The Fall of Barings Bank
Gilt-Edged Securities Market: Feature of • Daiwa Bank: Lessons in Risk Management
Government securities; Primary Market; Trends
in the Government securities Market; Issuing Source: Case Studies in Finance Volume IV
Procedures and Redemptions; Role of RBI.
Suggested Schedule of Sessions
Financial Guarantees: Guarantee; Sources of
Guarantees; Specialized Institutions offering No. of
Guarantees such as DICGC and ECGC; Polices Topic
Sessions
Covered by DICGC and ECGC.
Scope and Functions of Treasury 3
Treasury Operations: Integrated Treasury; Management
Operations of Treasury; Dealing and Settlement
Procedures. Forex markets & its products. Financial Systems, Markets and 4
Derivative Markets & Products. Instruments, Regulation
Framework
Internal Treasury Control: Structure and
Organization of Treasury; Accounting and Financial Guarantees 2
control; Various Measures of Controls; Insight Internal Treasury Control 2
into Information systems and Reporting
Standards; Measuring Treasury Performance. Managing Customer & Investor 2
Relationships
Managing Customer and Investor
Relationships: Services rendered by Banks; The Fund Management in Banks 2
Indian Banking Services; Investor Relations Investment Portfolio of Banks 3
Programs; Disseminating Information; planning
for contingencies; Dealing with Hostile Press. Asset Liability Management 3

Funds Management in Banks: Cash and Treasury Operations 2

Liquidity Management; Reserves Management; Forex Market & Products 2
Investment Portfolio Management; Transfer
Pricing; Asset and Liability Management. Derivatives & Products 2

Investment Portfolio of Banks: Investment Dealing room operations 3

portfolio of Banks; Investment Management; Total 30

137
 International Banking

Course Code : SL BK 603 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course focuses on the concepts like international theories of trade, international monetary system,
balance of payments, international capital flows, and the foreign exchange markets, and risk
management where the role of banks in the international context is emphasized. The course also
emphasizes on the regulatory aspects governing the banks around the world.

REFERENCE BOOKS AUTHOR / PUBLICATION

International Banking ICFAI
Foreign Exchange Management ACTM
th
International Finance, 5 e Levi, Maurice D. Routledge - 2009
th
Multinational Financial Management, 9 e Shapiro, Alan C. Wiley - 2009
RBI/FEDAI Reports RBI/FEDAI

Detailed Syllabus International Monetary System: Exchange

Rate Systems, Fixed Exchange Rate System,
Introduction to International Banking: Brief Floating Exchange Rate System, Hybrid
History of International Banking – Reasons for Mechanism – History of Monetary Systems,
the Growth of International Banking –
The Gold Standard, The Gold-Exchange
Characteristics and Dimensions of International
Standard, The Bretton Woods System, Post
Banking – Recent Trends in International
Bretton Woods System, European Monetary
Banking – Organizational Features of
System.
International Banking – International Interbank
Business – International Private Banking. Trade Blocks: World Trade Organization –
International Cartels – Organization for
International Banking – Regulatory
Petroleum Exporting Countries (OPEC) –
Framework: Regulation of International
Banking – Regulation, Deregulation, Re- Bilateral and Multilateral Treaties – North
regulation (International Monetary System) – American Free Trade Agreement (NAFTA) –
Regulatory Arbitrage: Birth of Offshore United Nations Conference on Trade and
Banking – Basel Concordat – Capital Adequacy Development (UNCTAD) – US-Russia Bilateral
Ratios – Loan Loss Provisioning – Assessment Investment Treaty – Germany-India Bilateral
of Country/Sovereign Risk – Country Risk Treaty – Trade, Aid and Development.
Management. Balance of Payments: Concept of Economic
Theories of International Trade: Theory of Transactions – Components of the Balance of
Absolute Advantage – Theory of Comparative Payments Account – Balance of Payments
Advantage – Heckscher-Ohlin Model – Compilation – Balance of Payments Account –
Imitation-Gap Theory – International Product The Indian Perspective – Importance of BoP
Life Cycle Theory – Intra-Industry Trade. Statistics.

138
The Foreign Exchange Market: The Structure Cases
of the Forex Market – Foreign Exchange –
Faculty will identify appropriate cases.
Types of Transactions – Settlement Dates –
Quotes for Various Kinds of Merchant Suggested Schedule of Sessions
Transactions – The Indian Scenario –
Convertibility – Exchange Control – The
No. of
FEDAI Rules Regarding Inter bank Dealings – Topic
Sessions
Forex Dealing Room Operations – Trading
Mechanism. Introduction to International 2
Exchange Rate Determination and Banking
Forecasting: Purchasing-Power Parity (PPP) –
International Banking – Regulatory 2
Interest Rate Parity – Relationship between PPP
Framework
and Interest Rate Parity.
Risk Management: Meaning of Risk – Theories of International Trade 2
Measurement of Risk – Management of Risk.
International Monetary System 2
International Capital Flows: Capital Flows –
The East-Asian Crisis – Chile and Mexican Trade Blocks 3
Crisis – Other Sources of Capital Flows in India
– Capital Flight – International Liquidity. Balance of Payments 3

Institutional Finance for Exports and The Foreign Exchange Market 3

Imports in India: Incentives available to
Exporters – Role of Customs and C & F Agents Exchange Rate Determination and 3
– Forfaiting – Financing Imports – Sources of Forecasting
Forex Flows – Exim Bank – Exchange Control
Regulations related to Merchant Transactions – Risk Management 2
Department of Scientific and Industrial International Capital Flows 2
Research – Export Credit Guarantee
Corporation of India Limited. Institutional Finance for Exports 2
Documentary Credits: The Basics of Letter of and Imports in India
Credit – Types of Credit – Documents under a
Documentary Credits 2
Letter of Credit – Incoterms.
Export Import Policy: Historical Perspective – Export Import Policy 2
Importance of Exim Policy – Current Exim
Policy (Annexure). Total 30

139
 Credit Management

Course Code : SL BK 604 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To understand the management of Credit portfolio in banks and provide adequate inputs to develop
the insight regarding the different phases of Credit management.

REFERENCE BOOKS AUTHOR / PUBLICATION

Credit Management ICFAI

Practical Banking Advances Bedi, H.L. / Hardikar, V.K. UBS Publishers

The Bank Credit Analysis Golin, Jonathan. John Wiley & Sons - 2001

Credit and Banking Nanda, K.C. Response

Credit Appraisal, Risk Analysis & Decision Mukherjee. Snow White Publications Pvt Ltd
making

Industrial Finance,3e Viswanathan, R. S Chand publishers

Detailed Syllabus Sectors – Credit Deployment Scenario, Post-

Financial Sector Reforms.
Overview: Lending Activity – Basic
Requirements for Lending. Prudential Norms: Capital Adequacy of Banks
– Prudential Norms – Capital Tiers.
Principles of Credit Management: Principles
of Lending – Evaluation of Borrower – The 6 Types of Borrowers: Various Categories –
Cs – Fair Practices Code. Need for Credit Policy Features of a Company as a Borrower – Special
– Components of Credit Policy Types of Customers.
Principles of Lending through State of Process
Objectives of Credit Management: Credit
of Credit Sanction methods of Credit appraisal.
Allocation – Credit Evaluation - Credit
Discipline – Credit Monitoring, CIBIL. Credit Evaluation: Term Loans: Sources of
Finance – Term Loans – Project Appraisal.
Credit Policy in Banks: Need for Credit Policy
– Components of Credit Policy – Credit Policy Credit Evaluation: Working Capital
Pursued by the Government – Credit Culture. Finance: Concept of Working Capital Fund
Base Non Fund Based facilities – Factors
Regulatory Framework: Government Determining Working Capital – Working
Regulation of Banks – Institutional Structure – Capital Cycle (Operating), Financing of Imports
Need for Statutory Reserves – Cash Reserve & Exports Preshipment, Post Shipment,
Ratio (CRR) – Statutory Liquidity Ratio (SLR). UCDC600, URR, URC
Credit Deployment: Role of Bank Credit – Documentation: Importance of Documentation,
Types of Credit – Bank Credit for Various Execution of Documents– Security of

140
Documentation – Renewal of Documents – Suggested Schedule of Sessions
Security Offered for Documents. Creation and
Registration of charges under Companies Act/ No. of
Topic
modification/satisfaction. Consequences of non Sessions
registration. Overview 2
Mortgages- types of mortgages and safeguards. Principles of Credit Management 2
Creation of mortgage, Legal opinion and Non Objectives of Credit Management 2
encumbrance certificate. Important legal
provisions of stamping, registration of Credit Policy in Banks 2
documents. Letter of guarantee. Rights and Regulatory Framework 2
obligations of guarantor- right of subrogation. Credit Deployment 2
Credit Monitoring: Physical Supervision – Prudential Norms 2
Financial Follow-up –Reports
Types of Borrowers 2
Follow up and Recovery Management: Credit Evaluation: Term Loans 2
Credit Audit – Loan Review Mechanism Credit
Migration Analysis, Identifying Problem Loans Credit Evaluation: Working Capital 3
– Loan Classification – Contingent Risk. Finance
Documentation 3
Nursing & Rehabilitation of Sick Unit CDR
Mechanism: Legal Frame Work of Recovery – Credit Monitoring 2
DRT securitizar Act, Lok Adalat, RBI Guideline Follow up and Recovery 2
for OTS. Management
Nursing & Rehabilitation of Sick 2
Cases Unit CDR Mechanism
Faculty will identify appropriate cases Total 30

141
 Wealth Management

Course Code : SL IV 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To equip students with skill sets required for managing wealth of high net worth individuals and mass
affluents and to familiarize them with vital aspects of wealth management – wealth accumulation,
wealth preservation and wealth transfer.

REFERENCE BOOKS AUTHOR / PUBLICATION

Personal Financial Planning, 11th e Gitman et al. South-Western College Pub - 2007
Personal Finance Keown, Arthur J. Pearson Education

Personal Financial Planning, 7th e Hallman, G. Victor / Rosenbloom, Jerry S.

Mcgraw-Hill - 2003
Practice Management for Financial Advisors,
Katz, Deena. Bloomberg Press
Planners, and Wealth Managers
The Citibank Guide to Building Personal Wealth John Wiley and Sons
World Wealth Report Cap Gemini and Merrill Lynch

Earnst & Young Personal Financial Planning Garner, Robert J / Coplan, Robert B - 2002
Guide

Detailed Syllabus Client Profiling and Lifestyle Guide to

Investing: Asset Allocation Principles - The
Introduction to Wealth Management: Life-cycle Investment Guide - Private Banking
World’s Wealth – Statistics and Forecast - and Client Characteristics - Identifying Client
World Wealth Report - Key Drivers of Wealth Needs - Proforma financial statement - NRIs as
Management - The Players – Global and Indian Clients.
- Wealth management Scenario - Wealth
management – Indian Perspective. Financial Planning: Need and Steps - Tax
Planning: Fundamentals, Basic income tax
Understanding the Wealth management saving techniques, Capital gains tax, Charity
Process: Savings Cycle and Wealth Creation and tax; Insurance Planning: Human Life Value,
Cycle - Client Segmentation, Ultra high net Life Insurance, Health Insurance; Retirement
worth individuals, High net worth individuals, Planning: Basics of retirement planning,
Mass Affluent, Client Expectations - Wealth Economic problems of retirement years, Steps
Accumulation, Wealth Preservation, and Wealth in planning for retirement income, Sources of
Transfer - Private banking, Family office, retirement income, Pension plans, Annuities and
Offshore, Onshore, International investment, annuity schemes; Estate Planning: Need,
Wealth management tools - Ethical principals objectives, methods of property disposition,
relevant to wealth management. using wills and trusts, settling the estate.

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Investment and Investment Products: Basics Understanding Investor Psychology:
of Investing - Investment Objectives - Customer hesitancy, Client objection handling,
Investment constraints - Investor Closing a deal.
Categorization- Investment styles and factors
Financial Scams and Frauds: Know your
determining them - Fixed Income Products:
customer, Money laundering, Investor
Money Market -Instruments, Bonds, Corporate
Awareness, Regulation, Corporate
Securities, Debt Securities - Variable Income
Responsibility Act (SOX).
Products: Equity and Equity Mutual Funds -
Derivatives - Structured products -Credit cards.
Risk Analysis of Investment Products. Cases
Faculty will identify appropriate cases
Mutual Funds: Income funds, Growth funds,
Balanced funds, Sector funds, Index funds, Suggested Schedule of Sessions
Private equity funds, Fund of funds, Thematic
funds, Systematic Investment Planning. No. of
Topic
Sessions
Alternate Investment Options – Art, Gold,
Antiques, Commodities, Real Estate, REITS, Introduction to Wealth Management 2
Real Estate Related Mutual Funds, Charity. Understanding the Wealth
Asset Allocation: Definition - Asset Allocation 2
management Process
Process - Partitioning Criteria, Asset Classes -
Strategic Asset Allocation - Tactical Asset Client Profiling and Lifestyle Guide
allocation. 2
to Investing
Portfolio Management Options and Financial Planning 4
Performance Measurement of Portfolios:
Direct Investing, Mutual Funds, Financial Investment 2
Planner’s Advice, Stock brokers Research and Investment Products 2
Advice, Portfolio Tracking, Private Banking
Options of Different Banks, and Discretionary Mutual Funds 3
Portfolio Management Services - Sharpe’s ratio, Alternate investment options 2
Treynor’s ratio, Jensen’s measure, Information
Ratio. Asset Allocation 2
Portfolio Options and Performance
Marketing of Financial Products:
2
Relationship Marketing – Selling in a Measurement
competitive environment - Steps in the
Marketing of Financial Products 2
relationship management process – Segment,
Profile, Expose, Strategize, Execute, Monitor Behavioral Skills for Wealth
and review - Personal Selling skills. 2
Management
Behavioral Skills for Wealth Management –
Understanding Investor Psychology 1
Time Management, Negotiation skills,
Convincing skills, Etiquettes and Manners. Financial Scams and Frauds 2
Total 30

143
 Personal Financial Planning

Course Code : SL IV 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course is aimed at enabling the student understand the issues involved in planning finances and
investments at a personal level, and to be in a position to provide advise on the issues.

REFERENCE BOOKS AUTHOR / PUBLICATION

Personal Financial Planning ICFAI

Personal Financial Planning, 11th e Gitman, Lawrence J / Joehnk, Michael D. South-

Western College Pub - 2007

Personal Financial Planning Guide, 5th e Ernst and Young’s, Wiley - 2004
th
Personal Financial Planning, 7 e Hallman, G Victor / Rosenbloom, Jerrry S.
McGraw Hill - 2003

Personal Investment and Tax Planning Yearbook Yasaswy, N J (assessment Year 2008-09), Vision
Publication Edition 2008-09

Income Tax- Law & Practice, 35th e Gaur, V.P. / Narang, D.B. Kalyani Publishers -
2007

Detailed Syllabus Making decisions regarding purchase of

automobiles and houses – deciding whether to
Understanding the financial planning process
lease or buy – finding an affordable house – the
– the rewards of sound financial planning –
house-buying process – housing finance.
planning for a life time – the planning
environment – determinants of personal income- Managing credit – opening an overdraft
Financial statements and plans – mapping the account – using credit carefully – consumer
financial future – time value of money – loans
preparing personal income statement and
Managing insurance needs – basic insurance
balance sheet – making cash budgets
concepts – deciding on the amount of life
Managing taxes – principles of income taxes – insurance required – key features of life
Computation of Salary, Rental income & insurance policies – buying life insurance –
Capital Gains, Other Income- filing returns – types and sources of health insurance plans –
tax planning – other forms of personal taxes- principles of property insurance – automobile
Provisions of Wealth Tax Act & Computation insurance – other types of insurance;
of Net Wealth & Wealth Tax.

144
Managing investments – investment planning Suggested Schedule of Sessions
– securities markets – transacting in the
securities markets – online investing – mutual Topic
No. of
funds- Financial Planner’s Advice, Stock Sessions
brokers Research and Advice, Portfolio
Understanding the Financial 2
Tracking, Private Banking Options of Different Planning Process
Banks, and Discretionary Portfolio Management
Services - Sharpe’s ratio, Treynor’s ratio, Managing Taxes and Tax Planning 7
Jensen’s measure, Information Ratio.
Decisions Regarding Automobiles 2
Alternate Investment Options – Art, Gold, and Housing
Antiques, Commodities, Real Estate, REITS,
Real Estate Related Mutual Funds, Charity, Managing Credit- Consumer Loans 2
Investments outside India. & other forms of Financing
Retirement planning – estimating needs at
Health and Property Insurance 2
retirement – social security – pension plans and
retirement plans – annuities, Reverse Mortgage Life Insurance 2
Estate planning – wills – trusts – gift taxes –
Planning for Investments 2
estate taxes and tax planning

Marketing of Financial Products: Alternate Investment Options 1

Relationship Marketing – Selling in a
Investing in Stocks and Bonds 3
competitive environment - Steps in the
relationship management process – Segment, Investing in Mutual Funds 3
Profile, Expose, Strategize, Execute, Monitor
and review - Personal Selling skills. Planning for Retirement 1
Cases Estate Planning 1
The US-64 controversy.
Marketing of Financial Products 2
Source: Case Studies in Finance Volume III
Faculty will identify relevant cases. Total 30

145
 Marketing of Financial Products

Course Code : SLFI619 Sessions : 30

Semester : III/IV Semester : III/IV

Objective
Marketing of financial products is a highly dynamic activity. In view of fast-paced changes taking
place in the Banking, Insurance and Financial services sectors, players in financial institutions and
customers as well need to be aware of issues relating to products and services. Contents of this course
facilitate the above objectives.

REFERENCE BOOKS: PUBLICATION / AUTHOR

Marketing of Financial Products ICFAI – ICMR Ref. No: MFP – 03 2K7 138
Marketing of Financial Services Gupta V.K. – Mohit Publications, New Delhi
Ennew, Christine, Trevor Watkins and Mike
Marketing of Financial Services
Wright – Butterworth – Heinemann Ltd. 1995
Marketing of Financial Services Pezzullo, Mary Ann – Macmillan India Ltd.,
Harrison, Tina – Harlow – Pearson Education
Financial Services Marketing
Ltd.
Avadhani V. K. – Himalaya Publishing House,
Marketing of Financial Services
2004
Sharma R. D. and Gurjeet Kaur – Anmol
Marketing Effectiveness in Banking
Publications, 2003
Marketing of Financial Services Arora, Sangeeta – Deep and Deep Publications

Detailed Curriculum The Role of Marketing Research - Market

Analysis - Information Needs for Decision
Marketing financial products – An Making - Market Segmentation - Need for
introduction - Financial Products in the Segmentation - Segmentation Approaches -
Services - Spectrum - Characteristics of Segmentation Bases - Target Market Selection -
Financial Products - The Business Environment Undifferentiated Marketing - Differentiated
of the BFSI Sector - Macro Environment - Marketing - Concentrated Marketing -
Micro Environment - Internal Environment - Positioning - Organizational Positioning in
Marketing Financial Products - Transformation Financial Markets - The Customer Service
in Marketing Practices Imperative - Need for Customer Service - Ways
Customer focus in marketing financial of Improving Customer Service - Dimensions of
products - Consumer Behavior - Factors Service Quality
Affecting Financial Services Buyer Behavior - Product management and customer
Consumer Behavior: A Situational Approach - relationship management – The Product
Marketing and Strategy - Marketing at the Concept and Product Management - Levels of a
Corporate Level - Marketing at Business Unit/ Product - Factors Influencing Product Strategies
SBU Level - Marketing at Functional/ Operating - Product Mix Strategies - Branding in Financial
Level

146
Products - Importance of CRM in Marketing EFTPOS - Direct Selling Agents (DSA) - Call
Financial Products - Need for CRM in Centers - Distribution Network of Alliance
Marketing Financial Products - Benefits of Partners - Cross-selling - Need for Cross-selling
CRM - CRM and Relationship Marketing - Two - Issues in Cross-selling –
Types of Relationship Marketing - Levels of
Relationship Marketing - CRM and One-to-One Credit cards - Branding - Branding Strategies -
Marketing Co-branding - Brand Measurement - Pricing -
Factors Influencing Pricing decisions - Pricing
CRM Concepts - Customer Knowledge - Issues - Guidelines for Pricing Promotional Mix
Customer Loyalty - Customer Switching - CRM - Credit Card Advertising - Sales Promotion -
Implementation and Evaluation - Customer Personal Selling - Public Relations - RBI
Knowledge Management - Role of Technology Regulations on Credit Card Promotions –
in CRM Implementation -Performance Distribution - The Current Scenario - Credit
Evaluation of a CRM Program - Future Outlook
Card Usage – Technology - Credit Cards for
for CRM Usage in India
Corporate Use - Fraudulent Practices - Privacy
Corporate banking - Customers and Issues and Soft Targeting - CRM in Credit Card
Relationships in Corporate Banking - Corporate Marketing
Customers - The Bank-Corporate Customer
Relationship - Factors Influencing the Bank- Non-life insurance - Product Range in Non-life
Corporate Customer Relationship - The Insurance - Retail Products in Non-life
Partnership-Relationship Lifecycle - Benefits of Insurance - Corporate Products in Non-life
Partnership Relationship - The Product Mix - Insurance – Product Planning and Development
Liability Products - Asset Products - New - New Product Development – Customization -
Product Development & Innovation - New Pricing of Non-life Insurance Products - Life
Product Development - Other Innovations in Insurance vs. Non-life Insurance - Factors
Bank Marketing - Pricing - Pricing Factors - Affecting the Pricing of Non-life Products -
Promotion - Personal Selling – Advertising - Pricing Objectives - Promotional Mix –
Public Relations - Sales Promotion - Advertising - Distribution - Designing a
Distribution -Bank Branches and Direct Sales Distribution System - Distribution Channels -
Force - Internet Banking and Phone Banking - The Current Scenario - Joint Ventures –
The SME Segment - Factors Influencing Bank Detariffing
Lending to SMEs - The Changing Scenario
Life Insurance - Introduction to Life Insurance
Retail banking - Retail Banking in India - The
Paradigm Shift - Differences between Retail and - Differences between Life and Non-Life
Corporate Banking - Factors Contributing to the Insurance Products - Types of Life Insurance
Growth in Retail Banking - Competition to Products - New Product Development and
Retail Banks - Types of Retail Banking Branding of Life Insurance Products - New
Products - Liability Products - Asset Products - Product Development (NPD) - Idea Screening to
Credit/Debit Cards - Investment Products – New Product Launch - Branding of Life Insurance
Product Development - Generic New Products - Products –
Banking to HNIs and NRIs - Pricing
Pricing of Life Insurance Products - Importance
- Price Elasticity of Demand - Pricing of
of Pricing - Pricing Approaches – Underwriting
Liability Products - Pricing of Asset Products -
- Rating Methods - Promotional Mix in Life
Covert and Overt Pricing - Promotion -
Advertising - Sales Promotion – Branding - Insurance Marketing – Advertising - Sales
Personal Selling – Telemarketing - Direct Mail Promotion - Public Relations (PR) - Personal
and Direct-response Advertising - Public Selling - Distribution Channels for Life
Relations Insurance Products - Direct Sales Force -
Network of Agents and Brokers - Branch
Distribution - Branch Banking – ATM - The Network - Cross-selling Life Insurance Products
Internet - Phone and Mobile Banking –

147
Small savings and retirement planning - Trends in Bank Marketing – Bancassurance -
Types of Products - Savings Schemes - Mutual Banking - Rural Banking and
Retirement Schemes - Pricing - Small Savings Technology Inclusion - Financial Inclusion –
Schemes - Retirement Plans - Advertising, Sales Microfinance - SMEs: The New Focus of Banks
Promotion, and Public Relations - Media - Overseas Banking - Universal Banking -
Strategy - Advertisement Appeals for Electronic Fund Transfers & Clearing Services -
Retirement Solutions - Sales Promotion - Public M-Commerce - Code of Commitment from
Relations – Distribution - Distribution of Small Banks - Trends in Insurance Marketing - Micro-
Savings Schemes - Distribution of Retirement insurance - Film Insurance - Health Insurance -
Products - The Changing Scenario Insurance for Women

Mutual funds - Evolution of Mutual Funds in The global scenario - Marketing Financial
India - Organizational Set-up of a Mutual Fund Products in the United States - Bank Marketing
in the US - Insurance Marketing in the US -
Types of Mutual Funds - Classification Based Marketing of Pension Plans and Mutual Funds
on the Structure of the Mutual Fund - in the US
Classification Based on the Investment
Objectives - Classification Based on Specific Marketing Financial Products in the United
Purpose - Innovation and New Fund Launches - Kingdom - Bank Marketing in the UK -
Designing a Mutual Fund Product - Systematic Insurance Marketing in the UK - Marketing of
Investment Plan (SIP) - Factors Influencing Mutual Funds in the UK Marketing Financial
New Fund Launch – Pricing - Terms in Pricing - Products in China - The Banking Sector in
New Fund Pricing – Distribution - Types of China - The Insurance Sector in China -
Distribution Channels - Cross-selling through Marketing of Mutual Funds in China
Mutual Banking – Promotion – Advertising - Suggested Schedule of Sessions
Sales Promotion – Branding - Public Relations
(PR). No. of
Topic
Sessions
Fee-based services - Importance of Fee-based
Services - Corporate Fee-based Services - Cash Marketing financial products – An
Management Services - Letter of Credit and 2
introduction
Bank Guarantee -Bill Discounting, Factoring,
Customer focus in marketing
and Forfaiting - Foreign Exchange Services -
2
Merchant Banking - Registrar, Underwriting, financial products
and Custodial Services – Leasing - Credit Product management and customer
Rating - Retail Fee-based Services - Money 2
Transfer and Payment Services - Wealth relationship management
Management and Online Trading - Other Value Corporate banking 2
Added Services Retail banking 3
Pricing - Factors Influencing Pricing - Pricing of Credit cards 3
Different Fee-based Services - Distribution and Non-life insurance 2
Promotion - Distribution of Fee-based Services Life Insurance 2
- Promotion of Fee-based Services - People – Small savings and retirement
Process.
2
planning
Trends in banking and insurance marketing
Mutual funds 2
- Technology and Marketing - Kiosks as
Marketing Tools - Stored Value Cards - Digital Fee-based services 3
Security - Business Intelligence - Enterprise- Trends in banking and insurance
wide IT Solutions 3
marketing
The global scenario 2
Total 30

148
 Commodity Markets & Risk Management

Course Code : SL FI 613 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To impart knowledge on Commodity Market and their uses to Business Management Students.
course has been revised taking into consideration the increasing importance of Commodity Market in
India as an investment avenue.

REFERENCE BOOKS AUTHOR / PUBLICATION

Commodities & Commodity Derivatives Helyette Geman
Commodity Markets: An Emerging Paradigm Amandio F.C. da Silva & Nirali Parikh
International Commodity Trading Clark
Precious Metal Trading Gotthelf
International Sugar Trading Hannah A
Real Options & Energy Management Ronn
Hot Commodities Rogers
Commodity Trading Advisors Gregorious
Charting Commodity Market Price Behavior Belveal
How To Make Profits In Commodities Gann

Detailed Syllabus product market – Natural Gas market – Spot,

Futures and Options – Electricity Market –
Commodity Spot Market: Importance and Technical Analysis of Energy Commodity
need – Types of Commodity market – Structure
Categories of Commodity Markets Instruments & Investment Strategies
Agricultural Commodity Market: Overview – Commodity Swaps, Swaption, Swing
Grain Market – Soft Commodities – Livestock contracts and Real options: Swaps – Swaption
and Citrus fruits – Technical Analysis of – Swing Contracts – Real Options in Energy
Agricultural Commodity Commodities
Metal Market : Structure of Metal Market Weather and Commodity market: Weather
(London Metal Exchange) – Industrial Metal – Derivatives – Weather and Agriculture
Precious Metal – Characteristics of Metal Prices derivative – Weather and Crude Oil
– Metal Life Cycle and Convenience yield – Ways of investment in Commodities:
Technical Analysis of Metal Commodity
Commodity, the new asset class – Inflation and
Energy Market: World Oil Market – Role of commodity prices – Diversification –
OPEC & Political factors influencing pricing – Commodity Indexes and funds (Exchange
Price setting of crude oil cargo – Refined Traded Funds, Pension Funds).

149
Suggested Schedule of No. of
Sessions Topic
Sessions
No. of Agricultural Commodity Market 3
Topic
Sessions
Metal market 2
Commodity Spot Market 3

Commodity Futures & Options 3 Energy market 3

Market
Commodity Swaps, Swaption, 3
Global and Indian Exchanges and 2 Swing Contracts and Real options
Instruments
Weather and Commodity market 2
Understanding Modeling in 3
Commodities Commodity as a distinct assets Class 3

Option pricing and hedging in 3 Total 30

Commodities

150
 Life Insurance

Course Code : SL IN 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course is intended to help students understand the concept and administration of Life Insurance
and Life Insurance products. Due emphasis has been laid on calculation of premium, underwriting
and claims management.

REFERENCE BOOKS AUTHOR / PUBLICATION

Life Insurance ICFAI

Economics of Life Insurance Huebuer, S S. Leap Systems, Inc./Appleton,

Century, Crofts

Life and Health Insurance Skipper, Herald Jr / Black, Kenneth Jr. Prentice
Hall

Life Insurance Mc Gill, USA

Detailed Syllabus Assurance - Role of Term Insurance and

Endowment Assurance in Product Designing -
Principles of Life Insurance - Modern Different Types of Life Insurance Products in
concepts of Life Insurance - Three basic Indian Market - Life Insurance Products
principles of life insurance - Economic, Legal available in the Overseas Market - Products of
and Actuarial of life insurance the Several Private Insurers’ recent entry in the
Economic Basis of Life Insurance - Risks to Indian Insurance Industry.
Economic Stability - The different methods to Annuities and Pensions - Meaning of
ensure Economic Stability -Assessment of Annuities and Pensions - Need for an Annuity -
Economic Risk to an individual - Role Played Different Types of Annuities - Obligations of
by the Life Insurance Company - Different the Insurer regarding the Payment of Annuity -
Economic uses of Life Insurance - Advantages Different Types of Schemes available in India -
of Life Insurance. Present Status and Future Prospects of the
Personal Financial Planning and Life Pension Funds in India.
Insurance - Types of Financial Planning of an Life Insurance Premium Setting - Factors to be
individual - Different Components of Life Cycle considered for Setting the Premiums -
- Factors Affecting the Financing Planning of an Investigations regarding the Mortality - Different
individual -Points to be considered for making Factors in the Assessment of the Premium.
Financial Plan.
Risk Assessment and Underwriting - Concept
Life Insurance Products - The Basic Elements of Underwriting - Different Classes of Lives and
of the Life Insurance Products - Features of the Standard for Classification of Risks -
Term Insurance - Features of Endowment Important Factors to Assess the Insurability of

151
an Individual - Sources of Information for Current Developments - Recent Developments
Underwriting - Classification of the - Reasons for Opening Up - Private Life
Underwriting Process - Measures to be Insurance Companies.
considered for the Sub-Standard Lives.
Cases
Legal Framework - Essential of a Valid
Contract -Special features of Life Insurance Faculty will identify appropriate cases
Contract - Essentials of Insurable Interest -
IRDA Agency - Agents Regulations - Utmost Suggested Schedule of Sessions
Good Faith - Representation Warranty
Indemnity - Policy Document. No. of
Topic
Sessions
Services Marketing - Importance of Services -
Principles of Life Insurance 2
Characteristics of a Service Product Quality of
Service - Productivity - Marketing Channels - Economic Basis of Life Insurance 2
Bancassurance - e-insurance. Personal Financial Planning and 2
Claims Management - Operative Clauses of Life Insurance
the Policy - Maturity Claims - Death Claims - Life Insurance Products 2
Nomination/Assignment - Married Women’s
Property Act - Accident and Disability Benefit. Annuities and Pensions 2
Life Insurance Premium Setting 2
Life Insurance Policy Servicing - Maintenance
of Records - Premium Payments - Alterations/ Risk Assessment and Underwriting 2
Loans - Duplicate Policy - Other Services. Legal Framework 2
Tax Planning - Income Tax - Wealth Tax - Services Marketing 2
Various Tax Benefits under LIC Policies.
Claims Management 2
IT Applications - Evolution of Policy Bond - Life Insurance Policy Servicing 2
Evolution of Technology - Application of IT.
Tax Planning 2
Product Development - Concept for Product -
Origin of a New Product - Market Orientation - IT Applications 2
New Product Development Process - Life Product Development 2
Insurance Products Reinsurance - Evolution of
Current Developments 2
Reinsurance - Need for Reinsurance -
Classification of Reinsurance. Total 30

152
 Human Resource Planning

Course Code : SL HR 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To understand the purpose, process and applications of Human Resource Planning in the context of
different organizational strategies. To create a critical appreciation and knowledge for understanding
the determinants of human resource requirements and the means for meeting those requirements. To
create practical awareness about the current trends in human resource planning in global companies
and in the Asian markets.

REFERENCE BOOKS AUTHOR / PUBLICATION

Strategic Human Resource Plannig Belcourt, Monica / McBey, Kenneth. Thomson-
Nelson - 2000
Planning and Managing Human Resources, 2nd e Rothwell, William J./ Kazanas, H. C. HRD Press
- 2002
Managing Human Resources Cascio, Wayne F. Irwin/Mc Graw Hill - 1998
th
Costing Human Resources, 4 e Cascio Wayne F. World Executive Digest,
October 1985,pp 35-54 South-Western College
Pub - 1999
The Handbook of human resource planning Gordon Mc Beath,. Oxford: Blackwell, 1992

Detailed Syllabus HR Forecasting: Meaning and Definition,

categories, benefits, factors affecting forecasting
Introduction: Definition and concept of HRP,
benefits of HRP, HRP Process at sub-unit and process, time horizons, determining net HR
organizational (Macro and Micro) level, Human requirements, Costs of recruitment and
resource planning components – short range, replacement, Costing issues of replacement and
mid-range and long range retention
HR Planning and Corporate Strategies: HR Forecasting HR Demand: Index analysis—
planning as a strategic process—employees as expert forecasts—Delphi technique—Nominal
resources—goal attainment, linking HR Group Technique—HR Budget and Staffing
processes to strategy, involvement in strategic Table, Scenario forecasting, Regression analysis
planning process, Strategic HR Planning Model,
Staffing system and business strategy fit—Miles Determining HR Supply: Sources of supply—
and Snow Framework internal Vs external, skill and management
inventory, Forecasting techniques-- Markov
Job Analysis: Meaning and Definition, Job
analysis, Role analysis process, Techniques of Models, Linear Programming, Movement
job analysis, Methods and Practice of Job analysis, Vacancy Model, HR retention
analysis, Competency-Based Approach programs

153
Career Planning and Succession • Succession Planning at GE
Management: Definitions, concepts, Stages of
• Disney – Succession Problems in The Magic
career development process and organizational
Kingdom
HR policies, career Anchors-Stages of growth
& career, Career planning process, Women • Dilemma Promote from Within or Look
related issues in HR Planning. Elsewhere?
Succession management process and • HR Restructuring at Lucent Technologies
Management development programs, Objectives • Human Resource Management System
of MDP’s, Job Rotation, Auditing MDP’s Reforms at Matsushita
Management Development methods, challenges
of succession management, Replacement Source: Case Studies in Human Resource
analysis Management Volume VI

HRP in Downsizing and Restructuring: Suggested Schedule of Sessions

Meaning of downsizing and restructuring, HR
Issues in downsizing—Inplacement and No. of
outplacement—Dealing Survivors of Topic
Sessions
downsizing, Effective downsizing strategies,
Psychological contract, ‘High Involvement’ Introduction 2
HRM in downsizing, Labour relations issues, HR Planning and Corporate 2
HRP issues in Mergers and Acquisitions Strategies (Including case
Staffing in International context: Global discussion)
managerial selection criteria, elements of cross-
Job Analysis 3
cultural training, Importance of Repatriation
procedure, repatriation as career development HR Forecasting (Including case 3
Outsourcing: Concepts, Lepak and Snell’s discussion)
Model, HR functions outsourced, rationale for Forecasting HR Demand 3
outsourcing, impact of outsourcing on
manpower needs, management of outsourcing Determining HR Supply 3
Technology and HRP: Occupational Career Planning Succession 3
Transformation – Technology up gradation and Management (Including case
employment in Indian industries - Human discussion)
Resource Management Systems, 3 Stages of
development, HRMS content and modules- HRP in Downsizing and 3
Managing manpower redundancies - Restructuring (Including case
Downsizing – methods - implications – Issues discussion)
in downsizing - VRS - Educational Training & Staffing in International context 2
Retraining & Relocation. (Including case discussion)
Cases Outsourcing (Including case 3
• Human Resource Management Practices at discussion)
the National Thermal Power Corporation
Technology and HRP (Including 3
(NTPC) in India
case discussion)
• Human Resource Management – Best
Practices at Marriott International Total 30

154
 Strategic Human Resource Management

Course Code : SL HR 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course is designed to provide linkages of Business Strategy to HR Strategies-Policies & Systems.
It is designed to equip the student with the tools & techniques essential as a strategic contribution of
HRM to organizational success. The course is aimed at creating a practical understanding about the
interaction of an organizations strategy with human resource management function to create
sustained competitive advantage. This course will focus on issues on how HR function can create an
alignment with business strategy and contributes to business performance. It will help to appreciate
how HRM is critical to the firm’s survival and its relative success.

REFERENCE BOOKS AUTHOR / PUBLICATION

Strategic Human Resource Management: A Greer, Charles R. Pearson Education Asia -
General Managerial Approach, 2nd e 2000
The HR Scorecard, 1st e Becker, Brian E. et al. HBS Press - 2001
Aligning Human Resource and Business Holbeche, Linda. Butterworth Heinemann - 2009
Strategy, 2nd e
Human Resource Strategy Dreher, George F./ Dougherty, Thomas W. Tata
McGraw Hill
Handbook of Strategic HRM- The key to Armstrong, Michael / Baron, Angela. Jaico
Improved Business Performance Publishing House - 2007

Detailed Syllabus company wide HR standards - HRM leading

strategy formulation, Alternative HR systems -
Understanding Strategic HRM: Traditional
universalistic - contingency - configurational,
Vs strategic HR, Typology of HR activities,
Congruence and Integrated HR systems,
‘Best fit’ approach Vs ‘Best practice’ approach,
Designing congruent HR systems.
HR strategy and the role of national context,
sectoral context and organizational context on HR Strategy Formulation: Brief overview of
HR strategy and practices, Investment strategic planning and planning in SBUs, HR
perspective of human resources. Strategy and HR Planning, HR Strategy in
Multinational, Global and Transnational
Aligning HR Systems with business strategy: companies, HR contributions to strategy -
Sustained competitive advantage – how HR competitive intelligence - resource reallocation
adds value to the firm - HR as scarce resource - decisions.
inimitable resource - non-substitutable resource,
Linking HRM practices to organizational HR Strategy in workforce utilization:
outcomes - assessing and reducing costs - Efficient utilization of Human resource - cross-
behavioral impact of HR practices - Marginal training and flexible work assignment - work
utility models - auditing HR practices and teams - non-unionization, Strategies for
departments, Linking Strategy to HRM practices employee shortages, Strategies for employee
- corporate HR philosophy and surpluses.

155
Strategies for Performance and Cases
Development: Strategic dimensions of
Faculty will be handling eight or more cases
performance management, balanced scorecard,
EVA, etc. • Jack Welch And Jeffrey Immelt: Continuity
and Change in Strategy, Style and Culture at
HR strategy for training and development:
GE
Benefits, planning and strategizing training,
integrated learning with performance • Human Resource Management Practices at
management system and compensation. the National Thermal Power Corporation
(NTPC) in India
HR Strategy in Global Economy: Strategy and
structure of divisionalized company, HR • Valero Energy's HR Practices and Culture
implications of divisionalization - forms of • IKEA's Innovative Human Resource
control - HRM in corporate office, HR Management Practices and Work Culture
implications of mergers and acquisitions -
employee expectations - consequences of • Innovation at Whirlpool: Creating a New
acquisitions on HR practices Competency

High Performance Work Practices: • Semco - A 'Maverick' Organization

Individual high performance practices, • Google's Organizational Culture
limitations of individual HPWP, Systems of
• Pixar's Organizational Culture
HPWP - skill system - motivating system,
Individual practices Vs systems of practices, • Nucor Corp's Organizational Culture
Universal practices Vs contingency perspectives • Organization Culture at Goldman Sachs
Evaluating HR function: Overview of • Real Madrid: The 'Galacticos' Era
evaluation - scope - strategic impact - level of
analysis - Criteria - Level of Constituents - • HR Restructuring: The Coca Cola and Dabur
ethical dimensions, Approaches to evaluation - Way
audit approach - analytical approach - (Source: Case Studies in Human Resource
quantitative and qualitative measures - outcome Management Volume V)
and process criteria, Balanced Scorecard
perspective, Benchmarking, Accounting for Suggested Schedule of Sessions
HRM - Purpose of measuring cost and benefits No. of
of HRM - approaches to HRM performance - Topic
Sessions
employee wastage and turnover rates - cost of
Understanding Strategic HRM 3
absenteeism - measuring human resource cost.
Aligning HR Systems with business 3
HR Scorecard: HR as a strategic partner and strategy
measurement challenge, 7 step Model for
implementing HR’s strategic role, Creating an HR Strategy Formulation 3
HR Scorecard, Measuring HR alignment - 2 HR Strategy in workforce utilization 3
dimensions of alignment - assessing internal and Strategies for Performance and 3
external alignment - Systems alignment Map Development
Strategic HRM in emerging HR issues: HR HR Strategy in Global Economy 3
Strategy in workforce diversity - virtual teams - High Performance Work Practices 2
flexitime and telecommuting - HR outsourcing - Evaluating HR function 3
contingent and temporary workers - Global
sourcing of labor, Expatriation and repatriation HR Scorecard 4
management in global HRM, Gender Strategic HRM in emerging HR 3
discrimination and Glass ceiling effect, issues
Employee engagement strategies, Talent Total 30
management and retention

156
 Managing Knowledge Worker

Course Code : SL HR 603 Sessions : 30

Credit : 3 Semester : III/IV

Objective
Helps the students to enhance the concept of knowledge workers and their relevance with respect to
organization in the context of competitive scenario. It gives in-depth knowledge how to develop
knowledge workers. It brings good understanding of management functions and to focus on the future
of knowledge organizations.

REFERENCE BOOKS PUBLICATION / AUTHOR

The Essential Guide to Knowledge Management Tiwana, Amrit. Pearson Education Asia
Managing Knowledge Workers : New Skills and
attitudes to unlock the intellectual Capital in your Horibe, Francis. John Wiley & Sons
organization
The Migration of Knowledge Workers Second –
Khadgnia, Binod. Sage Publications
Generation effects of India’s Brain Drain
Edited by Marc Effron, Robert Gandossy,
Human Resources in 21st Century Hewitt Associates, and Marshal Goldsmith,
published by John Wiley & sons Inc
Ichijo et al. Published by Oxford University
New Challenges for Managers
Press - 2006
Knowledge Management Debowski, S. Wiley Student Edition
Knowledge Management for Competitive
Chaudhray, H C. Excel Books - 2005
Advantage

Detailed Syllabus knowledge tree sharing, Communities of

knowledge workers in the making, Community
Introduction: Knowledge Management -
Knowledge Work - Concept of Knowledge knowledge tree building, Challenge groups,

Worker - Who are Knowledge Workers? - Knowledge finding ‘competitions’, Knowledge

Indian Knowledge Worker - Knowledge Worker orienteering, Experience sharing forums,
Culture - Knowledge Organization and Problem-based learning, Network identification
Environment. meetings, Barrier clinics, Knowledge source
technical workshops, knowledge accessing
Learning Strategies for Knowledge Workers:
technical workshops - Johari Window Concept
Training, Learning and Behavior Modification
for Developing Knowledge Organization &
in Knowledge Management - Making
Knowledge Workers Skills Development -
Knowledge Work a Pleasure - Managing
Professional Development Models: Knowledge
towards a Knowledge Worker Culture -
mapping, Reducing the knowledge gap,
Becoming an Effective Knowledge Worker -
Knowledge management assessment,
Professional Development Components:
Knowledge based problem solving.
Personal knowledge tree construction, Personal

157
Knowledge Work & Organization: Teaming • Managing Attrition in the Indian Information
& Grouping Strategies - Knowledge Work Technology Industry
Organization & Design - Knowledge Corridor - Source: Case Studies in Human Resource
Establishing Knowledge Corridor - Promoting Management Volume IV
the Knowledge Corridor - Managing
Knowledge Cultures - Smart Gap – Return on Suggested Schedule of Sessions
Intelligence (ROI) - Organizational Intelligence
(OI) - The OI Model & Seven Key Dimensions. No. of
Topic
Sessions
The Knowledge Leader: Characteristics and
Attributes-Specific Roles-Leading Knowledge Introduction 3
Teams-Self Managed and Virtual Teams Training, Learning and Behavior
Modification in Knowledge
Motivating Knowledge Worker: Roles of
Management
Knowledge Worker: Value Proposition for
Knowledge Management - Enabling Knowledge Making Knowledge Work a Pleasure
Management Transition - Managing Knowledge Managing towards a Knowledge 3
Projects - Intellectual Stimulation Individual Worker Culture (Including case
Consideration – Inspirational Motivation discussion)
Knowledge Worker Productivity and Becoming an Effective Knowledge
Organizational Knowledge: The Uniqueness Worker (Including case discussion)
of Invisibility of Knowledge Work - Knowledge Professional Development
Work Processes - Interrelatedness of 3
Components
Knowledge Work Processes and Social Context
- Email client as a Knowledge Work Tool - Johari Window Concept for
Personal Publishing Through Weblogs - Developing Knowledge Organization
Individual Benefits of Personal Publishing - & Knowledge Workers Skills 2
Tacit Knowledge – types of Knowledge Development (including case
Transfer. discussion)
Professional Development Models 2
Knowledge Work Considerations:
Technology and the Knowledge Worker- Uses Knowledge Work & Organization
of Information Technology- Observation on the 3
(Including case discussion)
effect of Information Technology -Knowledge
Knowledge Leader (Including case
Career-Role of Ergonomics-Role of CKO
2
Future of Knowledge Organization: discussion)
Knowledge organization in 21st Century - Roles of Knowledge Worker
Future Projections & Concerns (Including case discussion)
Cases Value Proposition for Knowledge
Management (Including case
• Knowledge Management Practices at Toyota 4
Motors discussion)
Enabling Knowledge Management
• Knowledge Management @ Xerox Corp.
Transition
• Knowledge Sharing Initiatives at the World Managing Knowledge Projects
Bank: Creating a 'Knowledge Bank'
Knowledge Worker Productivity and
• Knowledge Management: Best Practices at Organizational Knowledge 3
British Petroleum (Including case discussion)
• 3M's Organizational Culture Knowledge Work Considerations 2
• Knowledge Management Initiatives at TCS Future of Knowledge Organization
3
(Including case discussion)
Total 30

158
 Global Human Resource Management

Course Code : SL HR 604 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course is aimed to familiarize the students with the latest global trends and HRM in MNC’s with
differing cultures, HR Systems & policies. Management across borders requires global managerial
staffing & cross cultural decision making. This course initiates the student to HRM practiced on a
larger canvas beyond borders.

REFERENCE BOOKS AUTHOR / PUBLICATION

Human Resources Management-Gaining Hollenbeck, Noe / Gerhart, Wright. McGraw-
Competitive Advantage, 5th e Hill/Irwin – 2005
Global Management –A Global Perspective, Weihrich, Heinz / Koontz, Harold. McGraw-Hill
11th e Education (Asia) - 2004
Culture & Organization- Software of Mind, Hofstede, Geert / Hofstede, Gert Jan. New York
2nd e McGraw- Hill - 2004
International Human Resource Management, Dowling, Peter. Thomson South-Western
5th e College Pub - 2007
Global HRM Concepts and Cases Kodwani, Amitabh / Kumar, Senthil S. Icfai
University Press - 2006
International Human Resource Management- Aswathappa, K / Dash, Sadhna. Tata McGraw-
Text and Cases, 1st e Hill
The Global HR Manager Joynt, Pat. Institute of Personnel & Development
- 1999

Detailed Syllabus Expatriation and Repatriation, Employee

Relations and IR, National and International
Global Perspective : Management of the Statutes- International Organizations & Labour
External Environment- GHRM, IHRM, DHRM Relations-Role of Unions-Collective Bargaining
Global Business Implications: Changes at home- in Other Countries-ILO
raising organizations to global level-Investment Global Management Process: Culture -
perspective on Global HRM-Workforce & Moorings - Learning’s - Traps-Hofstedes
demographic changes & diversity- cultural dimensions models-the African thought
International perspective on Geocentric system (Uberntu)-Japanese culture system-
corporate-multinational to Global or Chinese Cultural System - Indian cultural
transnational corporate system.
Functions of Global HRM: Recruitment and Characteristics and Competencies of a
Selection, Training and Development, Global Manager: Adaptability to the global
Performance Management and Compensation, business environment- Tactical planning for

159
cross cultural negotiation, People Skills for • IR Problems at Toyota Kirloskar Motor
Global Management – Leadership and Decision Private Limited
Making-Cross Cultural Sensitivity
• Labor Market Reforms in France and the Job
International HRM in select countries: Law 'CPE': A Lost Opportunity?
Global management systems-Chinese, Japanese,
Korean, US, European, ancient Indian-Coping Source: Case Studies in Human Resource
with different management systems. Management Volume V

Cross Cultural Communications: Cross Suggested Schedule of Sessions

Cultural ethics-Bribery & Payoffs-Social
No. of
Responsibility –Towards globalization of Topic
Sessions
business ethics- cross Cultural Leadership-Cross
Cultural Motivation. Global Perspective and Managing 3
External Environment (Including
HRM in Cross Border Strategic Alliances-
case discussion)
Mergers and Acquisitions: HQ-Foreign
Subsidiary Control Relationships, Global Global Business implications 3
Control- Centralization - decentralization - (Including case discussion)
Governance Mechanism-Board Room Battles -
International Team working . Functions of Global HRM 3
(Including case discussion)
Cases Global Management process 3
Faculty will be handling eight or more cases. (Including case discussion)
• Restructuring Philips Characteristics of a Global Manager 4
(Including case discussion)
• SABMiller's Human Capital Proposition:
Institutionalizing a Performance Culture International HRM (Including case 4
discussion)
• Infosys' Global Delivery Model
• Nokia: Fostering Innovation Cross Cultural Communications 5
(Including case discussion)
• Innovations at Wipro
HRM in Cross Border Strategic 5
• The Good and Bad of WAL-Mart's Culture Alliances
• Promoting Diversity: The American Express Total 30
Way

160
 Industrial Relations

Course Code : SL HR 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course exposes the students to the issues involved in maintaining good employee relations. The
paradigm shift from industrial relations to employee relations & the impact on unionized activity is
discussed with its historical perspective. The Statutes will be covered with respect to the aim, its
relevance, implications & implementation in the corporate world.

REFERENCE BOOKS AUTHOR / PUBLICATION

Dynamics of Industrial Relations in India Mamoria, C B / Mamoria, S. Himalaya
Publishing House
Industry & labor Ramaswamy, E A / Ramaswamy, Uma – Oxford
University Press.
Industrial Relations Arora, Monal. Excel Books - 2002
Industrial Relations Trade Unions & Labour Legis Sinha, P R N. Dorling Kindersley (India) Pvt Ltd -
2006

Industrial Relations in India & Workers Michael, V P. Himalayan publications

Involvement in Management
Labour Law Digest Taxman

Detailed Syllabus India – Labor in Medieval India – Guilds and

Unions – Industrial Relations – Early British
Industrial Relations: Concept, Perspective and Rule- First World War to Pre Independence
Organization: Human Resource Development in Period
Perspective – Impact of Industrial Revolution –
Industrial Relations: Concept – Importance of Trade Unionism Concept, Functions,
Industrial Relations – Scope and Aspects of Approaches, Structure and Security: Trade
Industrial Relations – The Management – The Union concept-General Features – Functions –
Government - Factors Affecting Industrial Function of Trade Unions in the USSR, China,
Relations – Perspectives/Approaches to USA, UK, and India – Evolution of Trader
Industrial Relations - Organization for Industrial Unions – Types and Structure of Trade Union –
Relations – Dimensions of Industrial Relations Crafts Versus Industrial Unions – Views of the
Work – Pre-requisite Successful Industrial NCL on Pattern/Structure of Trade Unions –
Relations Program Structure of Trade Unions in India – Union
Security – Three Characteristics Needed –
Evolution of Industrial Relations: Evolution Methods of Achieving the Objectives
of Industrial System – Occupations in Ancient

161
Trade Union Movement in India: Labor charge sheet-Suspension of pending enquiry-
Movement or Trade Union Movement – Why notice of enquiry-Enquiry Officer-Domestic
the Trade union Movement? – Growth and Enquiry Proceedings-Representations of a legal
Development of the Trade Union Movement – practitioner-Principles of Natural justice-
Social Welfare Period – Early Trade union Criminal proceedings on domestic enquiry-
Period – Left-wing Unionism Period – Trade findings and conclusions of Enquiry Officer-
Union’s Unity Period – Second World War Award of Punishment.
Period – The Post-Independence Period -
Collective Bargaining: Concept – Main
Present Scenario of the Trade Union Movement
Features of Collective Bargaining – Importance
– The Central Trade Unions – The Indian
of Collective Bargaining – Principles of
National Trade Union Congress – All India
Collective Bargaining –Contents and Coverage
Trade Union Congress – United Trade Union
of a Collective Bargaining Agreement – Forms
Congress – Bhartiya Mazdoor Sangh – National
of Collective Bargaining – Developing a
Front of Indian Trade Unions – Centre of Indian
Bargaining Relationship – Process of
Trade Union – Comparative Study of Four
Negotiation during Bargaining – For union and
Original Central Organizations.
Management for Trade Union – The Attitude of
Problems of Trade Unions: Introduction- Main the parties – Collective Bargaining in India –
problems – Inter Union Rivalry – Recent Trends in Collective Bargaining the
Recommendations of ILC Standing Committee Issue Side – Collective Bargaining Agreements
– Code of Conduct – Recommendations of NCL at Different Levels – Plant, Industry and
– Under the Maharashtra Act – National National Level – Prerequisites of Collective
Commission on Labors Views on Rights of Bargaining Agreements at Different Levels –
Recognized Unions – Trade Unions under the The National Commission on Labor or
plans – Recommendations of National Collective Bargaining.
Commission on Labor for Strengthening Trade
Settlement Machinery: Conciliation –
Union – Essentials for Success of a Trade Union
Arbitration – Adjudication.
–Unfair Practice by Recognized Trade Union –
General Unfair Labor Practice. Industrial Relations and Related Legislation:
The Trade Union Act, 1926 – The Industrial
Worker’s Education and Training: Worker’s
Employment (standing Orders) Act 1946 – The
Education and Concept – Objective of Workers’
Industrial Disputes Act, 1947 – Legislation
Education – Venue and Technique – Worker’s
Relating of Factories.
Education in India – The Scheme for Worker’s
Education – Three Levels of Worker’s Industrial Relations Systems in UK USA:
Education – Special Category Programs – United Kingdom – Trade Union – Membership
Evaluation of the Scheme –Worker’s Training – – Compulsory Arbitration – Joint Consultation
Training Scheme of DGET and workers Participation in Management –
Joint Consultation – Workers Participation.
Implementation of Labor Laws- Processes
Unionization of IT-ITES Sector Employees -
Discipline: Code of Discipline in industry-
Issues
Criteria for recognition of TU-Rights of
recognized unions under the Code of Discipline- Cases
Fostering discipline in industry-Employee
Discipline-Positive discipline-Disciplinary • HR Problems at Jet Airways: Coping with
Turbulent Times in the Indian Aviation
action process-Standing orders-Judicial Industry
Intervention-Domestic Enquiry- Framing the

162
• Eli Lilly: Managing Workplace Diversity
No. of
and Coping with the Accusations of Racial Topic
Sessions
Discrimination
Trade Unionism Concept, Functions,
• Trying Times for the Indian IT and BPO Approaches, Structure and Security 3
Industries (Including case discussion)
• IG Metall - A Trade Union in Crisis? Trade Union Movement in India 2
• Collective Bargaining: The General Motors- Problems of Trade Unions (Including
United Auto Workers Deal 3
case discussion)
• Labor Unrest at Honda Motorcycle &
Scooter India (Private) Limited Worker’s Education and Training 3

Source: Case Studies in Human Resource Discipline (Including case

Management Volume VI 3
discussion)
Suggested Schedule of Sessions Collective Bargaining (Including
3
No. of case discussion)
Topic
Sessions Settlement Machinery 3
Industrial Relations: Concept, Industrial Relations and Related
Perspective and Organization 2 4
(Including case discussion) Legislation

Evolution of Industrial Relations 2 Industrial Relations Systems in UK

2
USA

Total 30

163
 Organizational Development:
Diagnosis & Interventions

Course Code : SL HR 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The aim of this course is to provide valuable insight in managing change in such a way that
knowledge and skills are transferred to build the organization’s capability to achieve goals and solve
problems. It provides a critical assessment of the symptoms, mechanisms and dynamics of
Organizational Development (OD) evaluate the range of OD Interventions.

REFERENCE BOOKS AUTHOR / PUBLICATION

Organization Development: Behavioral French, Wendell L / Bell, Cecil H Jr. Pearson

Science Interventions for Organization Education. Prentice Hall - 1998
Improvement, 6th e
Organizational Development & Change 7th e Cummins, Thomas G / Worley, Christopher G.
Southwestern College Publishing

An Experiential Approach to Organizational Harvey, Don / Brown, Donald R . Pearson

Development, 7th e Prentice Hall - 2005
Organizational Development: A process of Burke, W. Warner. Prentice Hall
Learning and Change

Organization Development- Interventions and Ramnarayan, S. et al. Sage Publications Pvt. Ltd
Strategies - 1998

Diagnosing Organizations-Methods, Models and Michael / Harrison. Sage Publications - 2004

Process, 3rd e

Detailed Syllabus Assumptions about people in groups and about

leadership - Assumptions about people in
Introduction to OD: Definitions of organizational systems - Assumptions that relate
Organizational Development (OD) - Growth to values in the client organization - Values and
and Relevance of OD belief system of behavioral scientist change
History of OD: The Laboratory Training; agents.
Survey Research and Feedback; Action Foundations of OD: Models and Theories of
Research; Socio technical and Socio clinical Planned Change - Systems Theory -
Parallels - Second Generation OD Participation and Empowerment - Teams and
Underlying Assumptions and Values: Teamwork - Parallel Learning Structures –
Assumptions about people as individuals - Normative Re-educative Strategy of changing -

164
Applied Behavioural Science - Action Research Structural Interventions and OD: Suggested
and Varieties of Action Research Criteria for Congruency- In congruency with
The Process of OD: Entering and Contracting - OD - Job Design - Quality Circles - MBO and
Diagnosing the system and it’s processes, Appraisal – Socio technical Systems and Work
organizational, group and individual level Restructuring - Quality of Work Life Projects -
diagnosis - Collecting and Analyzing Diagnostic The Collateral Organization: A Task Force with
information - Feeding back diagnostic a Difference - Physical Settings and OD -
information - Designing Interventions - Leading Similarities and Differences between OD and
and Managing Change - Evaluating and selected structural interventions.
Institutionalizing OD Interventions The Role and Style of the OD Practitioner:
OD Interventions - An Overview: A definition External and Internal Practitioner -
of OD interventions - A brief word about the Competencies of an OD Practitioner - OD
nature of OD interventions - The major families Practitioner Styles - The OD Practitioner and his
of OD interventions - Some classification role in Intervention Process - Forming the
schemata for OD interventions practitioner-client relationship - Professional
Values and Ethics for OD professionals, Ethical
Team Interventions: Teams and Work Groups: Guidelines and Dilemmas
Strategic Units of Organizations - Team
Building Interventions - The Family Group System Ramifications: Human resources
Diagnostic Meeting - The Family Group Team- leadership and involvement - Resistance to
Building Meeting - Role Analysis Technique change and Leadership style - Training and
Intervention - A Role Negotiation Technique - Development of consultation skills – Rewards -
Responsibility Charting - The Force Field Constructive Feedback - Staffing and Career
Analysis Technique - A Gestalt Orientation to Development - Organizational justice - The role
Team Building of power and politics in the practice of OD -
Issues and problems pertaining to OD
Intergroup Interventions and Third- Party
Peacemaking Interventions: Intergroup Team- The Future and OD: Emerging Issues and
Building Interventions - Third-Party Values - Future Trends in OD; macro system
Peacemaking Interventions - Organization trends, interpersonal trends, individual trends -
Mirror Interventions – Partnering Future of OD
Personal, Interpersonal and Group Process
Interventions: Employee Empowerment - Cases
Sensitivity Training Laboratories - The Johari • Cisco's Organizational Culture
Window Model – Transactional Analysis –
• Flexible Work Options
Behavior Modeling – Life and Career Planning
Interventions – Stress Management • Johnson and Johnson's Health and Wellness
Interventions Program
• Managing Cultural Change at P & G
Comprehensive Interventions: The
Confrontation Meeting - Strategic Management • Louis V. Gerstner Jr.: The Man who Turned
IBM Around
Activities - Survey Feedback - Rensis Likert’s
System & Management - Grid Organization Source: Case Studies in Human Resource
Development - The Contingency Theory of Management Volume IV
Lawrence and Lorsch

168

165
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Personal, Interpersonal and Group 3
Process Interventions: A Descriptive
Introduction to OD 1 Inventory of OD Interventions
History of OD 2 Comprehensive Interventions: A 3
Descriptive Inventory of OD
Underlying Assumptions and Values 1 Interventions
Foundations of OD 2 Structural Interventions and OD: A 3
descriptive Inventory of OD
The Process of OD 4
Interventions
OD Interventions - An Overview 2 The Role and Style of OD 2
Practitioner
Team Interventions: A Descriptive 2
Inventory of OD Interventions System Ramifications 2
Intergroup Interventions: A 2 The Future and OD 1
descriptive inventory of OD
interventions Total 30

166
 Performance Management & Reward Systems

Course Code : SL HR 607 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course integrates concepts and current day practices to –
• Provide insight into Performance Management systems and models.
• Understand and appreciate the intricacies of Reward Management in organizations.

REFERENCE BOOKS AUTHOR / PUBLICATION

Performance Management Michael Armstrong & Angela Baron

Performance Management :It’s about performing Chadha, Prem. Macmillan Publishers India -
– Not just appraising 2003.

Performance Management and Appraisal Rao, TV. Sage Publication - 2004

Systems

The practice of management Drucker, Peter F. Allied Publsihers

Handbook of Reward Management Armstrong, Michael / Murlis, Helen. Crest

Publishing House - 2007

Detailed Syllabus Appraisal – Performance Review Discussion,

360 degree feedback, potential appraisal,
Introduction: Traditional Approaches - What
moving average performing managers to
is performance - What is new in performance
superior performing managers.
Management - Process of Performance
Management Team Performance: Focusing on team
Performance for better results, team
Performance Objectives and Plans: Setting
development.
objectives - Organizational and individual
performance plans – Job and Role Role Appraising for Recognition and Reward:
description - Performance Standards - Setting Purposes of appraising - Methods of appraising
mutual expectations and performance criteria - - Who can appraise – Pros and Cons of
Criteria for a good plan Monitoring appraising – Fear and concerns – rating errors
performance planning analysis and and concerns - Appraisal system design.
development.
Performance Management Systems:
Shaping Performance: Monitoring Performance versus competences – Competency
Performance – Manager as a mentor – Role of Mapping – development and assessment centers
feedback – Performance appraisal - Self

167
Reward Management : The Foundations of • The CEO Compensation Controversy
Reward Management - The Psychological
• Pentagon’s New Personnel System: Coping
Contract - Motivation and Financial and Non-
with the Challenges of Human Capital
financial Rewards - Factors Affecting Levels of
Pay - Developing Reward Processes - Equal Pay Source: Case Studies in Human Resource
for work of equal value - Market Rate surveys. Management Volume VI

Pay Structures: fixed vs variable pay – Graded Suggested Schedule of Sessions

Pay Structures – Broad banding – Job family
Modeling – Developing Pay Structures. Topic
No. of
Sessions
Pay systems currently in vogue: Contingent
Pay – Performance related Pay – Competence Introduction (Including case
related Pay – Skill based Pay – Shop floor 1
discussion)
Incentive and Bonus Schemes – Sales force
Incentive Schemes – Gain sharing – Profit Performance Objectives and Plans 2
sharing – benefits, incentives and bonus
schemes – Employee and Executive Share Shaping Performance 1
Schemes – Team Rewards – Mergers and
Acquisitions – Reward Policies for New and Team Performance 1
‘Start-up’ Organizations Appraising for Recognition and
Other aspects related to rewards: Pensions – 3
Reward (Including case discussion)
Tax Considerations – Boardroom Pay –
International Remuneration – innovations in Performance Management Systems
reward management. 3
(Including case discussion)
Cases Reward Management (Including
• Best Buy’s ‘Results Only Work case discussion)
3
Environment’: Changing the Productivity
Paradigm? Pay Structures (Including case
3
• Performance Appraisal Management discussion)
• Compensation Management at Tata Pay systems currently in vogue
Consultancy Services Ltd.: Coping with 9
(Including case discussion)
Turbulent Times in the Indian IT Industry
Other aspects related to rewards 4
Total 30

168
 Training & Development

Course Code : SL HR 608 Sessions : 30

Credit : 3 Semester : III/IV

Objectives
It enables students to develop know how to design, organize, implement and evaluate Training &
Development in Organizations. And to familiarize students about various tools and techniques
available for making Training & Development more effective.

REFERENCE BOOKS AUTHOR / PUBLICATION

Training In Organizations – Needs Goldstein, Irwin L. Wadsworth Publishing -
Assessment, Development & Evaluation, 4th e 2001
Training For Organizational Transformation Lyton / Pareek. Sage Publication
Training for Development Lynton / Pareek . Sage Publication
th
ASTD Training and Development, 4 e Craig, Robert L. Mc Graw Hill Publication -
1996
Approaches to Training and Development, 3rd e Laird, Dugan. Perseus Publishing 2003
Readings in HRD Rao, TV. Oxford & IBH Publishing Co. Pvt.
Ltd. - 2006
Management & Development - An Evaluation Virmani, B R. An ISTD Publication
Approach
Employee Training and Development, 4th e Noe, Raymond. McGraw-Hill/Irwin - 2006
Training and Development Strategy Rathan Reddy, B. Himalaya Publication

Training and Development Perspectives from the Reddy, Sumati. The Icfai University Press
Service Sector

Detailed Syllabus Needs Assessment and Analysis:

Organizational Support for need assessment,
Introduction: Introduction to training, need for
Organizational analysis, operational analysis /
Training and Development, differences of
requirement analysis, individual analysis.
Training and Development, importance of
Diagnostic meetings, Training Action plan
Training and Development in organization.
The Learning Environment: Learning
A Systematic Approach to Training: theories- gagne’s, blooms Taxonomy, learning
Assessment phase, Training and Development styles, stages of learning, learning principles,
phase, Evaluation Phase, Training models for becoming learning organization,
administrations, effective usage of instructions challenges to become learning organization,
in training. trainee readiness, trainee motivation to learn,
motivational theories.

169
Instructional Approaches: An Overview, Suggested Schedule of Sessions
Traditional Instructional Approaches, modern
Instructional Approaches, Internal Training Vs No. of
Topic
External Training. Sessions

Designing and Conducting Training Program Introduction 1

Trainer’s Role: Role of Trainers, Qualities of a Need & Importance Of Training & 2
good Trainers, Internal Trainer Vs External Development (Including case
Training, Training of Trainees discussion)
Training Evaluation and Measurement:
A Systematic Approach to Training 3
Introduction to evaluation process, Introduction (Including case discussion)
to criteria development, choosing criteria
measures, The Evaluation of Criteria, Phases of Needs Assessment and Analysis 3
Evaluation, Experimental Designs, Internal & (Including case discussion)
External Training Validity, Models of
Evaluation., ROI on Training. Individual Analysis 3

Special Training Issues: Training in various The Learning Environment 3

sectors including Marketing, Banking, BPO, IT, (Including case discussion)
models for becoming learning organization,
challenges to become learning organization, etc. Motivational Theories Individual 2
Learning styles & Trainees
Cases Motivation To Learn

• Employee Training and Development at Instructional Approaches (Including 3

Motorola case discussion)
• Training and Development at Godrej
Designing and Conducting Training 2
• Ritz-Carlton’s Human Resource Program (Including case discussion)
Management Practices and Work Culture:
The Foundation of an Exceptional Service Trainer’s Role, Developing 2
Organization Trainers, Training of Trainees
• Designing a Training Program: A Training
Manager's Dilemma Training Evaluation and 2
Measurement (Including case
• Toyota Motor Company's Toyota Technical discussion)
Training Institute in India
• Enhancing the Credibility of the Training Experimental Designs, Internal & 2
Function: Involving Line Managers in Sales External Training Validity, Models
Training of Evaluation.
• Leadership Training and Development at the Training in various sectors, 2
BBC becoming a learning Organization
• Diversity Training at Toys “R” Us, Inc. (Including case discussion)

Source: Case Studies in Human Resource Total 30

Management Volume VI

170
 Leadership Skills & Change Management

Course Code : SL HR 609 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course is designed to provide an in-depth understanding of Leadership, styles, skills required. It
is aimed to develop leadership skills and provide a framework for Leaders as Coaches, Mentors and
Counselors

REFERENCE BOOKS AUTHOR / PUBLICATION

Leadership: Research Findings, Practice, DuBrin, Andrew J. All India Publishers &
and Skills, 5th e Distributors; Houghton Mifflin - 2006
Managing Organizational Change Nilkanth / Ramnarayan. Response Books

Emotional Intelligence, 10 Anv edition Goleman, Daniel / Singh, Dalip. Bantam - 2006

Leadership in organizations, 5th e Yulk, Gary. Pearson Education

Leadership Myths and Realities Allio, Robert J. Tata Mcgraw Hill

Human Capital Management Kandola, Shriniwas.

Detailed Syllabus Developing Leadership Competencies

Leadership Styles: The Leadership Continuum:
The Nature and Importance of Leadership:
The meaning of Leadership – Leadership as a Classical Leadership Styles - The Boss-
Partnership – Leadership Versus Management – Centered Versus Employee-Centered
The impact of Leadership on Organizational Leadership Continuum- The Autocratic-
Performance – Leadership Roles- The Participative-Free-Rein Continuum – The
Satisfactions and Frustrations of Being a Leader Leadership Grid Styles – The Entrepreneurial
Leadership Style – Gender Differences in
Traits, Motives, and Characteristics of Leadership Style – Selecting the Best
Leaders: Personality Traits of Effective Leaders Leadership Style
Leadership Motives – Cognitive Factors and
Leadership e-Leadership
Contingency and Situational Leadership:
Leadership and Stress Management Effective Situational Influences on effective Leadership
Leadership Behaviors and Behavior – Fiedler’s Contingency theory of
Attitudes: Task-Related Attitudes and Leadership Effectiveness – The Path-Goal
Behaviors – Relationship-Oriented Attitudes Theory of Leadership Effectiveness – The
and Behaviors – Super Leadership: Leading Hersey-Blanchard Situational Leadership Model
Others to Lead Themselves – 360-Degree – The Normative Decision Model of Vroom,
Feedback for Fine-Tuning Leadership Approach Yetton, and Jago – Contingency Leadership in
the Effective Suite

171
Level 5 Leadership Cases
Power, Politics and Leadership: Sources and • Narayana Murthy and Infosys
Types of Power – Tactics for Becoming an
Empowering Leader – Factors that Contribute • Leadership: The Bill Gates Way
to Political Behavior – Political Tactics and • Dhirubhai Ambani and Reliance
Strategies
• Dr V of Aravind Eye Hospital: A 'Level 5'
Developing Teamwork: Team Leadership Leader
Versus Solo Leadership - The Leader’s Role in
• Women and Entrepreneurship
the Team-Based Organization – Leader
Behavior and Attitudes that Foster Teamwork. Source: Case Studies in Human Resource
Management Volume IV
Leadership Development, Succession, and
the Future: Development through Self- Suggested Schedule of Sessions
Awareness and Self-Discipline - Leadership
Development Programs No. of
Topic
Sessions
Emotional Intelligence
The Nature and Importance of 2
Change management Leadership

Understanding change: Nature of change - Traits, Motives, and Characteristics 3

of Leaders, Leadership & Stress
Forces of change - Perspectives on change:
Management
Contingency perspective - Population ecology
perspective - Institutional perspective - Effective Leadership Behaviors and 2
Resource – Dependence perspective. Attitudes:

Types of change: continuous change - Leadership Competencies, 3

discontinuous change - participative change - Leadership Styles, e-Leadership
directive change. Contingency and Situational 3
Leadership, Level 5 leadership
Implementing change: Assemble a change
management team - Establish a new direction Power, Politics and Leadership 1
for change - Prepare the organization for change Developing Teamwork 2
- Set up change teams to implement change -
Align structure, systems and resources to Leadership Development, 2
support change - Identify and remove road Succession, and the Future,
blocks to change - Absorb change into the Emotional intelligence
culture of the organization. Understanding change 2
Overcoming Resistance to change: Managing Types of change 2
change through people – dealing with Implementing change 2
individuals – dealing with groups – overcoming
organizational resistance to change. Overcoming resistance to change 2

Role of Leader: as Coach, Mentor and Leader as a Coach, Mentor and 2

Counselor - Concepts, processes, barriers and Counselor
elements of its effectiveness Ethical Issues in Leadership 1
Ethical Issues in Leadership Corporate Social Responsibility 1
Corporate Social Responsibility Total 30

172
 Employment Laws

Course Code : SL HR 610 Sessions : 30

Credit : 3 Semester : III/IV

Objectives
The objective of the course is to impart knowledge to the students about various labor laws existing
in India, to enable the students to understand and apply these laws, Impart knowledge of the detailed
contents of the laws, Stimulate thinking on rationale behind the laws and their enforcement problems

REFERENCE BOOKS AUTHOR/ PUBLICATION

Labor Laws Taxman

Dynamics of Industrial Relations Mamoria et al. Himalaya Publishing house-2000
Industrial Relations & Labor Laws Srivastava, SC. Vikas Publishing House. 1994

Industrial Law Mallick, P.L.. Eastern Book Company - 2006

Shops & Establishments Act (for respective

Published by the Government of the State
states)

Detailed Syllabus profit and available surplus, eligibility for

bonus, disqualification for bonus, calculation of
Trade Unions Act, 1926: Objectives of the act,
bonus with respect to certain employees,
definitions, Coverage, registration & recognition computation of number of working days, Set on
of Trade Unions, rights and liabilities of
and set off of allocable surplus, special
registered trade unions.
provisions with respect to certain
Industrial Employment (Standing Orders) establishments, time limit for payment of bonus,
Act, 1946: Extent and application, submission recovery of bonus due from an employer,
of draft standing orders, certification of standing special provision with respect to payment of
orders, payment of subsistence allowance, bonus linked with production or productivity,
Various issues pertaining to employment reference of disputes under the act, penalty
standing orders, schedule. special provision with respect to payment of
bonus linked with production or productivity.
Industrial Disputes Act, 1947: Extent,
Definitions, Authorities under the act, Notice of Employees Provident Funds (and Misc.
Change, Reference of disputes to boards, courts, Provisions) Act. 1952. : Extent and application,
tribunals, Machinery available for settling for Exempted Establishments, Employees’
grievance handling, penalty, strike lockout, Provident Fund schemes, Employee Family
layoff, retrenchment etc. First, second, third, Pension Scheme, Employees' Deposit Linked
fourth and fifth schedules. Insurance Scheme, Determination of moneys
due from employers, Mode of Recovery of
The Payment Of Bonus Act, 1965: Extent, Money due from Employers and contractors,
application and definition, Computation of gross Recovery Officer, Other modes of recovery,

173
Protection against Attachment, Priority of absence from duty, deductions for damage or
Payment of Contribution over Other Debts, loss, deductions for services rendered,
Employer not to Reduce Wages etc., Liability in maintenance of registers and records, claims
Case of Transfer of Establishment arising out of deductions from wages or delay in
payment of wages, conditional attachment of
Workmen's Compensation Act, 1923:
property of employer or other person
Objective of the Act, Definitions, Dependant,
responsible for payment of wages, procedure in
Employer, Wages, Workmen, Workmen's
trial of offences,
compensation (Employer's liability for
compensation, Amount of compensation, The Contract Labor Regulation and
compensation to be paid when due, method of Abolition Act.
calculating wages, distribution of compensation,
Definition, scope, application, and provision of
contracting, commissioners, Procedure for
the act such as registration of establishment,
compensation), schedules I, II, III and IV.
licensing of contractors, welfare and health of
Employees' State Insurance Act, 1948:Extent contract labour.
and application, Definitions, Contributions,
Factories Act 1948
Administrative arrangements, Issue of
certificates to the Recovery Officer, Benefits Definition, scope and provision of the act-
(Sickness Benefit, Maternity Benefit, Inspectors, Health, Safety, Hazardous processes,
Disablement Benefit, Dependants Benefit, Welfare, Working hours of adults, Employment
Medical Benefit, Funeral Benefit, Prescribed of young persons, Annual Leave with wages,
Specification for Entitlement Administration of Special provisions,
Disablement Benefit), Provision of Medical
Shops & Establishment Act (of the respective
Treatment by State Government, General,
state)
Second Schedule , Third Schedule,
Ethical Issues at Work Place
Payment of Gratuity Act, 1972 : Extent and
application and Objective of the Act, continuous
Cases
service, Payment of Gratuity- Compulsory
Insurance of Employer's Liability for Gratuity Faculty will be handling eight or more cases
&' Recovery of Gratuity, power to exempt,
nomination, determination of the amount of • Shahdol Pipe Works and Another vs. Zila
gratuity, recovery of gratuity, Cognizance of Laghu Udyog Kamgar Sangh and Others
Offence, Protection of Gratuity against • Rajasthan State Road Transport Corporation
Attachment . vs. Shyam Bihari Lal Gupta
Minimum Wages Act 1948 • U.P. State Brassware Corporation Ltd. and
Definition, fixing of minimum rates of wages, Another vs. Udai Narain Pandey
minimum rate of wages, procedure for fixing • Indian Rare Earths Ltd. and Another vs.
and revising minimum wages, wages in kind, Pramod Chandra Panigrahi and Others
payment of minimum rates of wages, fixing
hours for a normal working day, Inspectors, • Municipal Corporation, Ludhiana vs. Ram
claims, all provisions of the act Pal
Payment Of wages Act 1936 • Chairman, Oil and Natural Gas Corporation
Ltd. and Another vs. Shyamal Chandra
Extent and application, Definition, scope and Bhowmik
provision of the act- fixation of wage-periods,
time of payment of wages, deductions which • S.L. Srinivasa Jute Twine Mills (Pvt.) Ltd.
may be made from wages, fines, deductions for vs. Union of India and Another

174
• Regional Provident Fund Commissioner, Suggested Schedule of Sessions
Mangalore vs. Central Aercanut and Coca
Marketing and Processing Co-operative Ltd. No. of
Topic
Mangalore Sessions

• Dockendale Shipping, Bombay & Another Trade Unions Act, 1926 2

v. Jevanbhai Ramji Tande
Industrial Employment (Standing
• Dock Labour Board rep. by its Chairman vs. 2
K. Geetha and Others Orders) Act, 1946

• Trehan vs. M/s Electrical Associated Industrial Disputes Act, 1947 3

Agencies
The payment Of Bonus Act, 1965 2
• Indian Airlines, Hyderabad vs. E.S.I
Corporation, Hyderabad Employees Provident Funds (and
2
• M/s Vijaya Diagnostic Centre and etc. vs. Misc. Provisions) Act. 1952
Employees State Insurance Corporation,
Workmen's Compensation Act,
Hyderabad
2
1923
• State of Haryana and Others vs. Charanjit
Singh and Others Employees' State Insurance Act,
• State of Rajasthan and Others vs. Bhawani 1948
2
Shanker and Another
Payment of Gratuity Act, 1972 2
• Haldia Refinery Canteen Employees Union
and Another vs. Indian Oil Corporation Ltd. Minimum Wages Act 1948 2
and Others
Payment Of wages Act 1936 2
• Verma L.K. vs. H.M.T. Ltd. and Another
• Airfreight Ltd. vs. State of Karnataka and The Contract Labor Regulation
Others 2
and Abolition Act 1970
• Punjab and Sind Bank and Others vs. Factories Act 1948. 3
Mohinder Pal Singh and Others
Shops & Establishment Act 2
Source: Case Studies in Human Resource
Management Volume V Ethical Issues & Laws at work
2
place
Total 30

175
 Competency Mapping and Assessment

Course Code : SL HR 612 Sessions : 30

Credit : 3 Semester : III/IV

Objectives
• Understand the fundamentals of competency management
• Experience the process of competency mapping and profiling
• Learn the art of customization and institutionalization
• Aware of the implementation pre-requisites and strategies
• Understand integration of competency profiling to other HR applications

REFERENCE BOOKS AUTHOR/PUBLICATION

The Handbook of Competency Mapping: Sanghi, Seema. Sage Publications Pvt. Ltd -
Understanding, Designing and Implementing 2007
Competency Models in Organizations, 2nd e
Competency based HRM Shermon, Ganesh. Tata Mc Graw Hill - 2004

360 degree feedback, competency mapping & Sharma, Radha R. Tata Mc Graw Hill - 2003
assessment centers

Detailed Syllabus – development of personal competency

framework, Lancaster Model of managerial
Introduction: Concept and definition of Role competencies, competency modeling framework
and competency, Characteristics of competency, – developing a competency model –
Competency versus competence, Performance Understanding job positions, Data collection
versus competency; skills versus competency, instruments for job descriptions, Preparation of
behavior indicators, History of competency, job descriptions, Stages in design and
Types of competencies – generic/specific, implementation of competency model – General
threshold/performance, and differentiating and competency framework, competency
technical, managerial and human; Why to identification – Competency assessment and
promote a competency culture, Context and competency development, competency
Relevance of competencies in modern mapping, integration of HR function.
organizations. Competencies Applications –
Competency Frameworks (competency Design and Implementation of competency
management framework or competency model), model: Introduction to Core competencies
(Organization wide), Business competencies
Competency Maps, and Competency Profiles.
(SBU specific), Team Competencies (project
Competency management framework/ driven), Role competencies (Role wise);
competency model: Macro View of Competency identification - Consolidation of
Competency management framework: strategic checklist, Rank Order and finalization,
framework – linking HR processes to Validation, and Benchmark; Competency
organizational strategy, competency framework assessment – 360 degrees and psychometric

176
tools; competency development – maturity advantage. Competency profiling - Job
framework and matrix, areas of improvement, competency profiling, Role competency,
and action plan; Competency Mapping - profiling - Functional competency profiling,
Strategy-Structure Congruence, Structure Role Core competency profiling.
Congruence, Vertical & horizontal Role
linkages, Positioning to bring in competitive Integration of Competency Based HR
advantage. systems: Competency based selection,
competency based interviews, competency
Competency assessment: Identification of Role based performance management, competency
competencies, elemental competencies, driven careers, and competency linked
assessment center, what do the assessment remuneration, competency driven culture.
centers assess? Design of assessment center,
Use of psychometric testing in assessment Cases
center, 360 degree feedback, potential appraisal
through assessment center, other methods of Faculty will identify appropriate cases
competency assessment - Role plays, Case
study, Structured Experiences, Simulations, Suggested Schedule of sessions
Business Games, Repertory grid, BEI, MBTI,
FIRO-B; Difference between development No. of
Topic
center and assessment center. Sessions

Competency mapping: Definition and Introduction 5

difference between competency map,
Competency management 5
competency mapping, and top competencies.
framework
Studying job, processes, and environment,
studying attributes of good performer; Strategy Design and implementation 6
structure congruence, Structure Role
congruence - Each role to be unique, Non- Competency Mapping 7
Repetitive, and Value adding; Vertical and
horizontal role congruence, Ensure non Integration of Competency Based 7
repetitive tasks in two different roles, Ensure HR systems
core competencies for each task, Link all the
Total 30
above and position to bring in competitive

177
 Quantitative Human Resource Management

Course Code : SL HR 611 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course focuses on the statistical techniques and data analysis methods appropriate for
quantitative human resource management research projects. Students learn the importance of
reliability, validity, and accurate measurement, and how to conduct reliable and valid research
projects vis-à-vis calculating the costs of various HR processes

REFERENCE BOOKS AUTHOR/PUBLICATION

HR Research Methods Bhattacharyya, Dipak Kumar. Oxford

University Press - 2007

HR metrics Sullivan, John. Kennedy Information - 2003

Detailed Syllabus measuring the quality of applicants. Measuring

the costs of hiring. Attrition metrics –
Principles of HR research and quantitative
techniques used to calculate attrition, manpower
HRM – Defining HR research and Quantitative
planning metrics – push model (markov) and
HRM – significance and relevance. Types of
pull model (renewal models), quantitative tools
HR research. Advantages of measuring HRM.
for forecasting manpower requirements.
Consequences of not measuring HRM, Common
problems with metrics, Using statistical tests in Development metrics – Training ROI, ,
HR Research, Sampling. measuring employee satisfaction, attitude
measurement and survey, Training evaluation
Tools, Techniques and Non-parametric tests
models, tracking the value of career
in HR Research – types of quantitative
management, measurement, performance
research, data types and preparation for analysis
metrics, performance matrix – Shingo prize
hypotheses formulation, common and
model, EFQM, and Baldridge criteria
uncommon data collection methods, non
calculating 6-sigma, assessing the training
parametric tests for related and independent
organization, customer focused metrics, BSC,
samples. Multivariate data analysis and meta
HR Scorecard, performance measurement using
analysis.
ranking and rating systems, scales for evaluation
Staffing metrics – Why managers need to pay of performance, HR’s role in value chain, HR
attention to recruitment? What are the Accounting.
expectations from recruitment from
Compensation metrics – connecting it to
organizational/managerial perspective?
revenues and expenses, calculating various
Recruiting tools and practices – a quick audit,
wage/salary related measures. Variable pay
How and when to measure the quality of hire,

178
systems, types of executive compensation, Suggested Schedule of Sessions
quantitative application in compensation –
percentiles, cost-benefit analysis, and compa- No. of
Topic
Sessions
ratios. Mistakes in compensation designing.
Employee benefits, Calculation of incentives, Principles of HR research and 3
measuring the impact of weak incentives. quantitative HRM
Tools, Techniques and Non- 4
Trends in quantitative HRM - Development of
parametric tests in HR Research
HR dashboard, HR index, internal improvement
monitors and smoke detectors, using factor Staffing metrics 6
analysis in HR research – problems, HR Audit
research, Organization Health survey. Development Metrics 6
Compensation Metrics 6
Cases
Trends 5
Faculty will identify appropriate cases.
Total 30

179
 Service Operations Management

Course Code : SL OM 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of this course is to provide students with tools and techniques to manage operations of
service organizations.

REFERENCE BOOKS AUTHOR / PUBLICATION

Service Management, 6th e Fitzsimmons, James A / Fitzsimmons, Mona J.

McGraw Hill – 2007

Service Management and Operations, 2nd e Haksever, Cengiz et al. Pearson Education –
1999

Service Operations Management, 1st e Metters, Richard et al. Thompson-South Western

College – 2002

Detailed Syllabus unconstrained and constrained.

Role of services in an economy: economic The supporting facility: Design, Layout,
evolution, stages of economic development-pre- process flowcharting, environment psychology
industrial society, industrial society, post and orientation; Walk Through-Audit, The
industrial society; nature of service sector, role Walk-Through-Audit as a Diagnostic Tool
of service manager
The service encounter: the service encounter
The nature of services: service classification, triad- Encounter Dominated by the Service
The Service Package, distinctive characteristics Organization, Contact Personnel-Dominated
of service operations, an open view of services Encounter, Customer-Dominated Encounter; the
service organization- culture, empowerment;
Service strategy: the strategic service concept, contact personnel- selection, training; the
classifying services for strategic insights, customer- expectations and attitudes, the
understanding the competitive environment of
customer as co-producer; creating a customer
services, competitive service strategies, winning
service orientation, the service profit chain
customers in the marketplace
Service facility location: location
Services and information technology:
considerations, estimation of geographic
technological innovations in services, the
demand, facility location techniques, site
competitive role of information in services, the
considerations, breaking the rules- competitive
virtual value chain limits in the use of
clustering, saturation marketing, intermediaries,
information.
substitution of communication for transportation
The service delivery system: service
blueprinting, strategic positioning through Service quality: defining service quality,
process structure, taxonomy or service process measuring service quality- SERVQUAL,
design, generic approaches to service system benchmarking, scope of service quality; quality
design. Vehicle routing- CW algorithm service by design- incorporating quality in the

180
service package, Taguchi methods, Poka Yoke, measuring service productivity, The DEA
quality function deployment; achieving service model- definition of variables, objective
quality- cost of quality, tools for achieving function, constraints, DEA and strategic
service quality; programs for service quality planning.
assurance- quality improvement to achieve zero
defects, Deming’s 14 point program Cases
unconditional service guarantee Malcolm
Baldrige quality award Faculty will identify appropriate cases.

Managing queues: queuing systems, the Suggested Schedule of Sessions

psychology waiting, the economics of waiting
essential features of queuing systems standard No. of
M/M/1 model, finite- queue M/M/1 model Topic
Sessions
M/G/1 model.
Role of services in an economy 1
Managing capacity and demand: strategies for
managing demand- partitioning demand, The nature of services 2
offering price incentives, promoting of-peak
demand, developing complementary services, Service strategy 2
using reservation systems and handling the
Services and information technology 2
overbooking problem; Strategies for managing
supply- using daily workshift scheduling, using The service delivery system 3
weekly workshift scheduling with days off
constraints, increasing customer participation, The supporting facility 2
creating adjustable capacity, sharing capacity,
cross training employees, using part tie The service encounter 2
employees, scheduling part-time tellers at a
drive-in bank. Yield management and its Service facility location 3
applications. Service quality 3
Productivity and quality improvement:
Managing queues 3
Stages in service firm competitiveness-available
for service, journeyman, distinctive competence Managing capacity and demand 4
achieved, world class service delivery; Making
continual improvement a competitive strategy- Productivity and quality 3
inventory and waiting line analogy, continual improvement
improvement as part of the service organization
culture, management implications. Data Total 30
envelopment analysis:

181
 Lean Manufacturing Management

Course Code : SL OM 609 Sessions : 30

Credit :3 Semester : III/IV

Objectives
The course enables the student to learn the basic tenets of Lean Manufacturing that can contribute to
significant improvements in productivity, quality, safety & cycle times. The course focuses on the
tools & techniques of Lean & also on the issues of Lean Implementation. The student understands
how to apply Lean Concepts in a Manufacturing Environment.

REFERENCE BOOKS AUTHOR / PUBLICATION

Lean Thinking, 2nd e Womack, James P / Jones, Daniel T. Simon &

Schuster. Free Press - 2003
Quick Response Manufacturing – A Company Suri, Rajan Productivity Press - 1998
wide approach to reducing lead times
Value Stream Management Tapping, Don et al. Productivity Press - 2002

Becoming Lean – Inside stories of U S Liker, Jeffery. Productivity Press - 1998

Manufacturers

Implementing a Lean Management System, 1st e Dr. Jackson, Thomas L. Productivity Press -
1996
The machine that changed the world Womack, James & Jones. Free Press - 2007

World Class Manufacturing Schonberger, Free Press - 2008

Detailed Syllabus Value Stream Mapping: Value Flow - Pull

Value & Perfection - Lean Product & Process
Introduction to Lean: History - Evolution, the Development
Toyota Production System - Bench marketing
the performance of manufacturing systems - The Lean Tools & Techniques: Quick Change
Benefits of lean Overs - Mistake Proofing - Line Balancing -
Cellular Design - Lean Six Sigma
Basics of Lean: The Lean House - Building
The Integrative Interventions: Kaizen – TPM
Blocks of Standardization, Stability, JIT & - 5S - Work Teams - Policy Deployment -
Jidoka Managing Change
The Lean Production Principles: Work Place The Lean Implementation: Role of top
Organization, Visual controls - Batch Size management in developing lean culture &
Reduction - Pull System - Cellular managing change - Steps in implementing lean
Manufacturing strategy - Lean accounting system

182
Lean Practices: Case examples of Suggested Schedule of Sessions
organizations Practising Lean - Lean
assessment study No. of
Topic
Sessions
Case Studies Lean Practices
Introduction to lean 3
Case examples of focusing on moving from
“batch & queue” to continuous flow & lean Basics of lean 2
operations The lean production principles 3
Applying Lean to Service Organizations Case on the lean production
1
Concept of lean service operations principles
Lean supply chains Value stream mapping 2

Lean & IT The lean tools & techniques 3

Case on Lean six sigma 1
Beyond Lean Paradigm
The integrative interventions 3
Agile Manufacturing
The lean implementations 3
Quick Response Manufacturing
Case on the lean implementations 1
Cases Lean practices 3
Faculty will identify appropriate cases. Case on Lean practices 1
Applying lean to service
2
organizations
Beyond lean paradigm 2
Total 30

183
 TQM & Six Sigma Quality

Course Code : SL OM 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of this course is to develop an integrative perspective for achieving operational
excellence. This course introduces the concepts, models and best practices for designing, developing,
managing, controlling and improving the sourcing, planning, transformation and delivery processes
and systems for goods and services

REFERENCE BOOKS AUTHOR / PUBLICATION

rd
Total Quality Management, 3 e Besterfield. Pearson Education-Asia - 2002
Quality Planning and Analysis, 5th e Juran / Gryna-Tata McGraw Hill - 2006
Beyond TQM Robert / Flood. John Wiley & Sons Inc - 1993

Detailed Syllabus Quality Function Deployment (QFD):

Building a House of Quality, Voice of
Introduction: Concept of quality, Definition,
customers, Applications of QFD
Dimension of Quality, Evolution of TQM,
Components of TQM, Developing Quality Quality by Design: Production and Product
Culture. Development Tools, Taguchi methods, Design
of Experiments, Orthogonal Arrays.
Customer Focus and Satisfaction: Meeting
Customer Needs and Expectations, Translating Bench Marking: Evolution, Process of
Customer needs into Requirements (Kano Benchmarking, Understanding Current
model) using customer complaints. performance, Types of benchmarking, Issues in
bench marking
Philosophy of TQM: Philosophies of Deming,
Crosby, Juran and Taguchi, PDSA cycle, Costs Tools of TQM: Management tools, Design
of Quality, Measuring quality costs, Criteria for Review, Pokayoke, Force field analysis, FMEA,
Malcom Balrige Quality Award. FTA, DRM, and 5S Principles.

Pre-requisite for TQM: Quality Orientation, Strategic Quality Management: Principles of

Leadership, Employee Involvement, Role of quality management, Linking with strategic
ISO9000 QMS, Organizing for Quality. quality management process, TQM
implementation, Continual improvement/
SQC/SPC Techniques: Control Charts for Kaizen program, Quality circles, Role of BPR.
Variables and Attributes, Acceptance sampling,
Process capability studies, Six Sigma Cases
Approaches, Seven tools of SQC Faculty will identify appropriate cases.

184
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Quality by Design 4

Introduction 2 Bench Marking 2

Customer Focus and Satisfaction 2
Tools of TQM 3
Philosophy of TQM 3
Strategic Quality Management 3
Pre-requisite for TQM 3

SQC/SPC Techniques 3 Case studies in TQM 3

Quality Function Deployment 2 Total 30

(QFD):

185
 Operations Research

Course Code : SL OM 603 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of this course is to develop an integrative perspective for achieving operational
excellence. This course introduces the concepts, models and best practices for designing, developing,
managing, controlling and improving the sourcing, planning, transformation and delivery processes
and systems for goods and services.

REFERENCE BOOKS AUTHOR / PUBLICATION

Operations Research and Management Science Ravindran, A. John Wiley & Sons. - 2007
Handbook, 1st e
Quantitative Approaches to Management, 8th e Levin, Richard I et al. McGraw Hill. New York.
1993.

Quantitative Analysis for Management, 10th e Render, Barry / Stair, Ralph M. - Prentice Hall of
India Private Limited, New Delhi. - 2008

Management Science/Operations Research – A Bell, Peter C. Thompson: South-Western.- 1998

Strategic Perspective, 1st e

Operations Research: An Introduction, 8th e Taha, Hamdy A. Prentice Hall of India. - 2006
th
An Introduction to Management Science, 11 e Anderson, David R et al. Thompson-South-
Western. 2004.

Detailed Syllabus Transportation and Assignment problems:

Introduction: Quantitative approach to VAM method, Checking for optimally using
management decision making, Analyzing and MODI method, Unbalanced problem and
defining the problem, Developing a model, degeneracy, Hungarian method for assignment
Selecting the inputs and putting the model to problem, Traveling salesman problem.
work, Typical applications of OR Integer, Dynamic, goal and non linear
Linear Programming: Formulating programming: Types of problems, Branch and
maximization / minimization problems, Bound method, Solving basic problems,
Graphical solution, simplex methods, Special Applications in operations management
cases of LP, Duality of LP and its interpretation, Game theory: 2 Person zero sum games,
Dual simplex methods, Post optimality/ Saddle point, Mixes strategies use of dominance
sensitivity analysis, Applications of LP rules, Solution by graphical methods.

186
Waiting lines: Characteristics of a queuing Suggested Schedule of Sessions
system, Arrival and service patterns, Single and
multiple channel, Queue models with Poisson No. of
Topic
arrival and exponential service times Sessions

Simulation Modeling: Monte Carlo simulation, Introduction 1

Using random numbers, Applications in Linear Programming 5
inventory analysis, Waiting lines, Maintenance
and finance areas. Transportation and Assignment 3
problems
Replacement models: Types of replacement
Integer, Dynamic, Goal and Non- 3
problems, Replacement of assets that deteriorate
linear programming
with time, Determination of economic life using
present value factors, Simple probabilistic Game theory 3
models for assets which fails suddenly and
Waiting lines 3
completely.
Simulation Modeling 3
Markov Analysis: Brand switching analysis,
Prediction of market shares for future periods, Replacement models 3
Equilibrium conditions, Uses of Markov
Markov Analysis 3
analysis.
Case examples or Caselets 3
Case examples or Caselets: On application of
OR techniques. Total 30

187
 Operations Strategy

Course Code : SL OM 604 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of the course is to impart an understanding of the issues related to Operations as a
Strategic element in a Business organization. The essence of operations is to deliver value to a
customer. The course therefore defines value, how the value is to be delivered and how to design
operations in order to deliver value.

REFERENCE BOOKS AUTHOR / PUBLICATION

Operations Strategy. Walters, David. Palgrave Macmilllan publishers

Detailed Syllabus Strategic and operational characteristics and

components: The generic approach - The
Introduction: Introduction – new economy and
generic value chain -Key issues and questions
new business models-The value chain –
for value chain decisions -Adding value in a
integrated demand and supply chains-
value chain – emphasis on adding value to the
Operations strategy – profile and definitions.
customer - Value chain decisions and processes.
Emerging characteristics of value and value
Managing customer value and value
creation and delivery: A time of change-Value
proposition: Customer value model -
creation and delivery.
Components of customer value - The value
Perspectives of value: Approaches to define delivery gap - Positioning: The value
value-A customer value model. proposition.

Value as a business concept: Revisiting basic Value strategy and value operations: A
concepts-Value strategy decisions – strategic framework for integrating value strategy and
effectiveness and operational strategy. value production - Value chain - organization
profile -The value chain processes, activities
A conceptual model to a value strategy
and decisions.
model: Value based organization – The growth
of flexible response and virtual organizations - Configuring the value chain: Concepts and
Historical perspective of value - Developments issues for the future - Value positioning and
and recent events - The future – some directives competitive advantage strategies - Intra and
for future. Inter organizational processes - Performance
planning and measurement in the value chain -
Supply chains and value chains: Definitions,
Value chain planning and control.
characteristics, differences and directions - The
value chain perspective - Value strategy. Cases
Value based organization: The value chain Faculty will identify appropriate cases.
approach - Organizational issues.

188
 Suggested Schedule of Sessions No. of
Topic
Sessions
No. of
Topic
Sessions Value based organization 3
Introduction 1
Strategic and operational 3
Emerging characteristics of value 2 characteristics and components
and value creation and delivery
Managing customer value and value 3
Perspectives of value 3 proposition
Value as a business concept 3
Value strategy and value operations 3
Value based organization – The 3
growth of flexible response and Configuring the value chain 3
virtual organizations
Total 30
Supply chains and value chains 3

189
 Business Modeling and Simulation

Course Code : SL OM 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course introduces the concept of modeling of dynamic business and economic systems, and
simulation of mathematical models. Computer software iThink, ARENA and MS Excel will be used
for simulating mathematical models.

REFERENCE BOOKS AUTHOR / PUBLICATION

Discrete-Event Simulation, 5th e Banks, Jerry et al. Pearson Education: Delhi.

2009.
Mathematical Modelling Kapur, JN. John Wiley & Sons Inc - 1988
Haines, Stephen G. Jaico Publishing. Mumbai -
Systems Thinking & Learning
2005
Business Dynamics Sterman, John D. McGraw Hill - 2000
The Fifth Discipline Fieldbook Senge, Peter M et al. Broadway Business - 2002.
Advanced Modelling in Finance using Excel and Jackson, Mary / Staunton Mike. John Wiley &
VBA Sons. Chichester. - 2001.
Harrington, H James / Tumay, Kerim. McGraw-
Simulation Modeling Methods
Hill. New York - 2000.

Simulation with Arena, 4th e Kelton, W David et al. McGraw Hill: New York.
2006.
System Simulation, 2nd e Gordon, Geoffrey. Prentice Hall of India: New
Delhi.- 2004
Simulation Modeling and Analysis, 4th e Law, Averill M / Kelton, W David. Tata McGraw
Hill. New Delhi. - 2006.
Rubinstein, Reuven Y / Melamed, Benjamin.
Modern Simulation and Modeling
Wiley. New York. 1998.

Detailed Syllabus Random Number Generation: Generation of

pseudo-random numbers, Tests for random
Introduction to Modeling and Simulation:
numbers, random variate generation
Types of models, closed form solutions,
continuous and discrete event simulation Simulation of Discrete and Static models:
Probability Distributions: Properties of Simulation for project appraisal and simulation
Poisson, Erlang, Uniform, Triangular, Normal, for project duration
Gamma, Weibull, Beta, Lognormal

190
Simulation of Discrete and Dynamic models: model and logistics growth model), Human
Simulation of inventory systems, simulation of Resource Models (human resource planning
stock market, simulation of Cobweb model, models, hiring and promotion policies),
introduction to Markov processes and Operations Management Models (supply chain
simulation of brand switching behavior, management and the beer game), Agriculture
advertising and promotion, maintenance policy and Other Models (growth of fish and spread of
models epidemics), competition models (Volterra model
for integrated pest control and oligopoly
Introduction to Queuing Systems and competition)
Discrete Event Simulation: arrival process,
queue configuration, queue discipline, queue Stability and Equilibrium Analysis: phase
plane diagrams, state space diagrams
statistics, Discrete Event Simulation
Control of Systems: proportional, differential
Introduction to Arena Software: Entities, and integral control
Attributes, Create, Process, Dispose, Queue,
Resource modules, etc. Cases
Applications of Discrete Event Simulation: Faculty will identify appropriate cases.
Applications of bank operations, call centers,
Suggested Schedule of Sessions
inventories, factory operations, maintenance,
etc. No. of
Topic
Sessions
Input Modeling: Data collection, identifying
distribution with data, parameter estimation, Introduction to Modeling and 1
goodness-of-fit tests, multivariate and time Simulation
series input models Probability Distributions 1
Random Number Generation 2
Verification and Validation of Simulation
Models: verification of simulation models, Simulation of Discrete and Static 2
calibration and validation of models models
Simulation of Discrete and 3
Output Analysis: Measures of performance and Dynamic models
their estimation, output analysis for terminating
Introduction to Queuing Systems 1
conditions, Output analysis for steady state
and Discrete Event Simulation
simulations
Introduction to Arena Software 3
Causal Loop Diagrams: cause and effect Applications of Discrete Event 3
fishbone diagram, positive links, negative links, Simulation
reinforcing loops, balancing loop, stock
variables, rate variables, auxiliary variables, Input Modeling 2
relationship between stock, rate and auxiliary Verification and Validation of 1
variables Simulation Models
Output Analysis 2
Introduction to iThink Software: Reservoirs,
Ovens, Queues and Conveyors, Building Causal Loop Diagrams 2
models in iThink Introduction to iThink Software 2
Application of System Dynamics Models: Application of Systems Dynamics 3
Demography Models (population growth Models
models, population growth models with Stability and Equilibrium Analysis 1
migration), Economic Systems (optimal time to Control of Systems 1
harvest trees, optimal duration for storing wine), Total 30
Marketing Models (exponential growth of sales

191
 Production & Materials Management

Course Code : SLOM608 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To provide students with the requisite knowledge of concepts and to impart practical skills and
techniques required in the area of Production Planning and Materials Management

REFERENCE BOOKS AUTHOR / PUBLICATION

Production Planning and Inventory Control Setharama L Narasimhan, Dennis W.
McLeavey and Peter J Billington, Prentice
Hall of India. New Delhi 2003, 2nd Edition.
Introduction to Materials Management JR Tony Arnold and Stephen Chapman.
Pearson Education Delhi. 2004. Fifth Edition
Purchasing and Supply Chain Management Robert Monezka, Robert Trent and Robert
Handfield, Thompson – South Western. 2002.
Second Edition.
Operations Management: A Supply Chain Derek L Waller. International Thompson
Approach Business Press. London. 1999.
Manufacturing Planning and Control Systems Thomas E Vollman, William L Berry and D
Clay Whybark. Irwin Mcgarw-Hill. Boston.
1997. Fourth Edition.

Detailed Syllabus Multi-Item Joint Replacement: Economics of

Joint replacement, Joint Replenishment Order
Purchasing Process: Purchasing objectives and
Quantity Model, Joint Replenishment Order
process, Purchasing cycle, Types of Purchases,
Quantity Model with varying Item Cycle, Joint
Types of purchasing strategies.
Replenishment Production Quantity Model.
In sourcing and outsourcing: Outsourcing
Distribution Inventory management: Multi
decision process, Total cost analysis,
location Systems, Centralization of Inventories,
Outsourcing alternatives.
safety Stocks, Distribution Inventory Systems,
Supplier evaluation selection and measurement: Case: Integrated Production, Distribution, and
Identification of supplier sources, Methods of inventory Planning at Libbey-owens-Ford
supplier selection, Methods of supplier evaluation,
Aggregate Planning: The Nature of the
Supplier quality management, Supplier evaluation
Aggregate Planning Decisions, Aggregate
systems: ISO 9000.
Planning Defined, The Value of Decision Rules,
World wide sourcing: Overview of world wide Costs, Aggregate Planning Strategies,
sourcing, International sourcing process. Aggregate Planning Methods,
Basic Inventory systems: Functions and Types The Master Production Schedule: Bill of
of Inventories, Measures of Inventory Material Types, Structuring the Bill of Material,
performance, Inventory Systems. Modular Bills of Material, Disaggregation

192
Techniques, Managing the Master Schedule, Total Quality Management: Total Quality
Maintenance of the MPS. Management (TQM), TQM as a Key
Component of Competitive Initiatives, The
The Planning of Material Requirements:
MRP and MRP II, Implementation of MRP and TQM Process of Improvement, TQM’s Impact
MRP II, The Parts Requirements Problem, The on Production Planning and Inventory Control
Activities, Malcolm Baldridge National Quality
Mechanics of MRP, MRP Concepts and
Award.
Advantages, Lot Sizing, Uncertainty and
Change in MRP Systems, Net Change Versus
Regenerative MRP Systems, System
Cases
Nervousness, Firm Planned Orders, and Time Faculty will identify appropriate cases.
Fences.
Capacity Planning and Control: Long-Range Suggested Schedule of Sessions
Capacity, Medium-Range Capacity Planning
and Control, Short-Term Capacity Planning and No of
Topic
Control. Sessions
Purchasing Process 1
High-Volume Production Activity Control
and Just-in-Time Systems: The Production In sourcing and outsourcing 1
Environment, Controlling Continuous
Production, Sequencing and Line Balancing Supplier evaluation selection and 1
Methodologies, Relationship to Aggregate measurement
Planning, Batch Processing Techniques, Process World wide sourcing 1
Industry Scheduling, Just-In-Time (JIT).
Basic Inventory systems 3
Job Shop Production Activity Planning:
Database Information Requirements, Multi-Item Joint Replacement 2
Scheduling, Shop Loading, Sequencing, Priority Distribution Inventory management 2
Rules for Dispatching Jobs, Mathematical
Programming, Heuristics, and Simulation, Aggregate Planning 2
Worker Scheduling in Service Operations. The Master Production Schedule 3
Job Shop Production Activity Control: The Planning of Material 3
Dispatching, Corrections to Short-Term Requirements
Capacity, Production Reporting and Status
Control, Factors Affecting the Completion Time Capacity Planning and Control 3
of Jobs, Techniques for Aligning, Completion High-Volume Production Activity 2
Times and Due Dates, Scheduling in Flexible Control and Just-in-Time Systems
Manufacturing System, Case: The Flexible
Factor Revisited. Job Shop Production Activity 3
Planning
Theory of Constraints and Synchronous
Manufacturing: Theory of Constraints, The Job Shop Production Activity 2
Goal and Performance Measures, Capacity, Control
Synchronous Manufacturing, Marketing and Theory of Constraints and 1
Production. Synchronous Manufacturing
Technological Innovations in Manufacturing: Technological Innovations in 1
Introduction, Computer Integrated Manufacturing
Manufacturing, Tools for Manufacturing
Planning, Manufacturing Automation, Material Total Quality Management 2
Control, Integration Issues in CIM, Case: The Total 33
age of Re-Engineering

193
 Supply Chain Management

Course Code : SL OM 606 Sessions : 30

Credit : 3 Semester : III/IV

AIM
This course introduces the concept of supply chain management. It also provides an understanding of
Logistics while underlining the importance Supply Chain Management in different kinds of
industries. This course provides an integrated view of purchasing, production, distribution and
logistics function.

Learning Outcomes
At the end of the course students will be able to:
1. Appreciate the strategic importance of Value Chain Management in the overall strategy
formulation/implementation context
2. Apply the concepts of value chain management in practice
3. Appreciate the importance of integration with the suppliers and the customers in Value Chain
Management
4. Demonstrate an ability to diagnose and analyze value chain issues
5. Design and implement improvements in real life value chains

REFERENCE BOOK AUTHOR(S) / PUBLICATION

Supply Chain Management for Competitive Narayan Rangaraj, G Raghuram, Mandyam M
Advantage Srinivasan Tata McGraw Hill 2009
Designing and Managing the Supply Chain David Simchi-Levi, Philip Kaminsky and Edith
Simchi-Levi, Tata McGraw Hill. 2004
Logistics and Supply Chain Management G Raghuram and N Rangaraj. Macmillan India.
Delhi. 2000
Supply Chain Management Sunil Chopra and Peter- Prentice Hall - 2006
Supply Chain Management (Text and Cases) Dr Rahul Altekar
Business Logistics / Supply Chain Management Ronald H Ballou. Pearson Education. Delhi.
2004. Fifth Edition

Detailed Syllabus Strategies - Achieving strategic fit - Expanding

strategic scope - Global Optimization -
Introduction: What is a Supply Chain - Decision Managing Uncertainty – Why Supply Chain
Phases in a supply Chain - Process view of a Management - Key Issues in Supply Chain
Supply Chain - The importance of supply Chain Management - supply chain drivers and
flows - Competitive and Supply Chain obstacles.

194
Transportations, facility decisions and network Inventory Ownership in RSP - Issues in RSP
design in supply chain: The role of Implementation -Steps in RSP Implementation -
transportation - factors affecting the Advantages and Disadvantages of RSP -
transportation decisions - modes of Distributor Integration - Types of Distributor
transportation - design options for Integration - Issues in Distributor Integration.
transportation network - trade offs in
Procurement and Outsourcing Strategies:
transportation design, tailored transportation-
Introduction - Outsourcing Benefits and Risks –
routing and scheduling in transportation - role
A Framework for Buy/Make Decisions -
of facility decisions in supply chain - factors
E-Procurement - A Framework for E-
influencing network design decisions - making
Procurement.
network design decisions in practice.
Inventory Management and Risk Pooling: International Issues in Supply Chain
Management: Introduction - Global Market
Introduction - Single Warehouse Inventory- The Forces - Technological Forces - Global Cost
Economic Lot Size Model - The Effect of Forces - Political and Economic Forces - Risks
Demand Uncertainty - Supply Contracts - and Advantages of International Supply Chains
Multiple Order Opportunities - Continuous - Risks - Addressing Global Risks -
Review Policy - Variable Lead Times - Periodic Requirements for Global Strategy
Review Policy - Risk Pooling-Centralized Implementation - Issues in International Supply
Versus Decentralized Systems - Managing chain Management - International versus
Inventory in the Supply Chain -Practical Issues - Regional Products - Local Autonomy Versus
Forecasting - Judgment Methods - Market Central Control - Miscellaneous Dangers –
Research Methods - Time-Series Methods - Regional Differences in Logistics - Cultural
Causal Methods - Selecting the Appropriate Differences - Infrastructure - Performance
Forecasting Technique. Expectation and Evaluation - Information
System Availability - Human Resources.
The Value of Information: Introduction - The
Bullwhip Effect - The Impact of Centralized Coordinated Product and Supply Chain
Information on the Bullwhip Effect - Methods Design: Design for Logistics - Economic
for Coping with the Bullwhip Effect - Effective Packaging and Transportation - Concurrent and
Forecasts - Information for the Coordination of Parallel Processing - Standardization - Selecting
Systems - Lead-Time Reduction - Information a Standardization Strategy - The Push-Pull
and Supply Chain Trade-offs - Conflicting Boundary – Supplier Integration into New
Objectives in the Supply Chain - Designing the Product Development – The Spectrum of
Supply Chain for Conflicting Goals. Supplier Integration - Keys to Effective
Supplier Integration -Technologies and
Supply Chain Integration: Introduction- Push,
Suppliers - Mass Customization - Making Mass
Pull and Push-Pull Systems - Push - Bases
Customization Work - Mass Customization and
Supply Chain-Pull-Based Supply Chain - Push-
Supply Chain Management.
Pull Supply Chain-Identifying the Appropriate
Supply Chain Strategy-Implementing a Push- Information Technology For Supply Chain
Pull Strategy - Demand-Driven Strategies - The Management: Introduction - Goals of Supply
Impact of the Internet on Supply Chain Chain - Information Technology -
Strategies - Distribution Strategies - Direct Standardization - Information Technology
Shipment - Corss-Docking - Transshipment- Infrastructure – Interface Devices –
Centfalized Versus Decentralized Control - Communications - Databases – System
Central Versus Local Facilities. Architecture - Electronic Commerce –
Electronic Commerce Levels - Supply Chain
Strategic Alliances: Introduction - A
Management System Components - Integrating
Framework for Strategic Alliances - Third-Party
Supply Chain Information Technology - Stages
Logistics - Retailer-Supplier Partnerships -
of Development - Implementation of ERP and
Types of RSP - Requirements for RSP -

195
DSS - "Best-of-Breed" Versus Single-Vendor No. of
ERP Solutions. RF1D and its applicability Topic
Sessions
• Organisation and Systems for SCM The Value of Information 1
• Negotiations and Contract management
Risk Pool game, Beer Game or 2
• INCO terms and Legal concepts and ED, equivalent
VAT, GST etc.
Supply Chain Integration 2
• SCOR model
Strategic Alliances 2
Modern Concepts:
Procurement and Outsourcing 2
• Financial SCM Strategies
• Lean SCM International Issues in Supply 3
Chain Management
Cases
Coordinated Product and Supply
Faculty will identify appropriate cases. 3
Chain Design
Suggested Schedule of Sessions
Information Technology for Supply 3
No. of Chain Management
Topic
Sessions
Organisation and Systems for SCM 2
Introduction 3 Negotiations and Contract
management INCO terms and
Transportation, facility decisions Legal concepts and ED, VAT, GST
and network design in a supply 3 etc. SCOR model
chain
Modern Concepts: Financial SCM 1
Inventory Management and Risk Lean SCM
3
Pooling Total 30

196
 Project Management

Course Code : SL OM 607 Sessions : 30

Credit : 3 Semester : III/IV

Objective
Is to explore students to all aspects of Project Management covering project identification,
formulation, planning, scheduling & control. The course will enable the students to acquire the
concepts, tools & techniques of Project Management and to get an exposure to MS Projects Software

REFERENCE BOOKS AUTHOR / PUBLICATION

Project Management for Business &

Nicholas, John M. Pearson Education
Technology (Principles & Practice)

Project Management – A Managerial Approach, Meredith, Jack R / Mantel, Samuel J. JW &

5th e Sons, 2002

Project Management, 8th e Lock, Dennis. Gower, 2003

Modern Project Management Howes, Norman R. Amacom - 2001

Projects: Planning, Analysis, Selection,

Implementation & Review, 5th e Chandra, Prasanna. Tata McGraw Hill - 2004

Successful Project Management, 4th e Gido / Clements. South-Western College Pub -

2008

Project Management, 4th e Gray, C. / Larson, E. McGraw Hill/ Irwin - 2007

Detailed Syllabus financial analysis, evaluation of project

proposals, risk analysis, sensitivity analysis,
Introduction to Project Management:
social cost benefit analysis
Definition, functions, evolution of Project
Management, classification of projects, Project Project Planning: Planning fundamentals,
Management in different environments project master plan, work breakdown structure
& other tools of project planning, work
The Project Management Systems,
packages project organization structure &
Methodologies & Systems Development
responsibilities, responsibility matrix
Cycle: Systems approach, systems analysis,
systems development, project feasibility, project Project Scheduling: Use of Gantt Charts &
life cycle, project appraisal, project contracting, network diagrams, activity of node diagrams,
the phases of systems development cycle activity on arrow diagrams, the critical path,
time based networks
Project Feasibility Study: Developing a
project plan, market & technical analysis,

197
PERT, CPM, Resource Allocation & GERT: Case Studies
Tools & techniques for scheduling development,
Faculty will identify appropriate cases.
crashing of networks, time-cost relationship,
resource leveling multiple project scheduling, Suggested Schedule of Sessions
GERT
No. of
Cost Estimating & Budgeting: Cost estimating Topic
Sessions
process elements of budgeting, project cost
accounting & management information systems, Introduction to Project Management 1
cost schedules & forecasts
The Project Management Systems,
Managing Risks in Projects: Risk concept & Methodologies & System 2
identification, risk assessment, risk priority, risk Development Cycle
response planning, risk management methods
Project Feasibility Study 3
Project Control: Information monitoring,
internal & external project control, cost Project Planning 2
accounting systems for project control, control
process, performance analysis, variance limits, Project Scheduling 2
issues in project control.
PERT, CPM, Resource Allocation &
Project management Information Systems: 4
GERT
Computer based tools, features of PMIS, using
project management software (MS Projects) Cost Estimating & Budgeting 2
Project Evaluation, Reporting &
Managing Risks in Projects 2
Termination: Project reviews & reporting,
closing the contract Project Control 2
Project Organization Structure & Project Management Information
Integration: Requirements of project 2
organizations, different structure & integration Systems
in large scale projects, roles of project manager
& project team Project Evaluation, Reporting &
1
Managing Participation, Team Work & Termination
Conflict: Leadership in project management, Project Organization Structure &
building teams, resolving conflicts 2
Integration
Software Project Management: Systems
engineering, design & system development, Managing Participation, Teamwork
documentation, fast evolving technologies & 2
methodologies & Conflict

Project Quality & Procurement Software Project Management 2

Management: Quality assurance, quality audit,
tools & techniques of TQM, contracts Project Quality & Procurement
management 1
Management

Total 30

198
 Data Warehousing

Course Code : SL IT 607 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The objective of the course is to enable the management students Equip with the skills and
knowledge necessary for Business Analysts / consultants / IT solutions marketing positions in the
industry in general and IT solutions / analytics companies in specific or functional domain analytics
in specific e.g. in banking / financial services or retail / hospitality etc.
• Expose to any data warehousing solutions for hands on experience in building a data warehouse.
• Focus on developing applications and analytics skills for DWH project consulting, marketing and
applications, hence the course is NOT to be perceived as a product-specific training program-type.

REFERENCE BOOKS AUTHOR / PUBLICATION

Data Warehousing: Design, Development and Mohanty, Soumendra. Tata McGraw Hill -
best practices 2006
Data warehousing fundamentals Ponnaiah, Paulraj. Wiley Publishers 2003

The Data warehouse Life cycle tool kit, 2nd e Kimball, Ralph. Wiley Publishers - 2008
st
DW and BI for e-Commerce, 1 e Simon, Alan R / Shaffer, Steven L. Morgan
Kaufmann Publication - 2001
Modern database management systems, 5th e Hoofer, Jeffrey / Prescott, Mary B.
Addison-Wesley - 1999
Data warehousing in the real world Anahory, Sam / Murray, Dennis. Addison
Wesley publishers - 2003
Modern data mining warehousing, mining and Marakas, George M. Pearson education - 2003
visualization
Data warehousing, data mining & OLAP Berson, Alex. Tata Mcgraw Hill - 2004
http://www.inmoncif.com
http://www.ralphkimball.com
http://www.dmreview.com
http://www.datawarehousing.com
http://www.sidadelman.com

Detailed Syllabus between DWH and OLTP-based DBMS

environments – analytical requirements to be
Introduction to Data warehousing: supported by DWH- need for multi-dimensional
Limitations of DBMS in specific business modeling.
contexts – Data redundancy – difference

199
Structured Query language: SELECT strategies – Management practices –
statement - distinct clause - Handling of NULL Management reference architecture.
values - ORDER BY clause - WHERE clause -
Data Marts: What are data marts – how are
Relational Operators - logical operators (AND,
they linked to DWH – business relevance of
OR, NOT), SQL operators (BETWEEN - AND,
data marts – examples
IN, LIKE)- Numeric Functions - String
functions - Date functions - Conversion Testing a DW application: Testing
Functions- GROUP BY clause - Group terminologies – DW project life cycle and
functions - HAVING clause. Joining Tables- testing work stream
SET Operators (UNION, INTERSECTION,
MINUS) - Sub Queries. OLAP: OLAP – Definition – Terminology;
Understanding Multidimensional data –
DDL: CREATE table - Integrity Constraints - architecture ; Multidimensional views of
ALTER table - DROP table. relational data ; Physical multidimensional
databases ; Data explosion; Integrated relational
DML: INSERT rows - UPDATE existing rows
OLAP; data Scarcity and data explosion;
- DELETE rows.
ROLAP, MOLAP, HOLAP Models
DWH Architecture: the layered approach –
Data Warehouse Applications: CRM; SCM;
benefits of layered approach – data staging –
Banking sector; Insurance sector; Retail banking
functions of each layer.
Industry case study, Hospital application
Data Warehouse Development Process:
Building a DW: Creating warehouse
Developing the business case for DWH-eliciting
environment – Building the data warehouse –
client requirements from analyzing queries and
Defining the ETL process –
reporting requirements – statistical methods –
developing a technical blueprint – DW Trends and Guest lecture
development life cycle – DW development
Methodologies- Big-bang Vs. incremental? – Cases
Business requirements definition – Process Faculty will identify appropriate cases
framework.
Suggested Schedule of Sessions
Data Warehouse Design: Defining
dimensional model –need for de-normalization No. of
Topic
–identifying facts in data and dimensions- Sessions
different options for dimensional modeling – Introduction to Data warehousing + 4
star schema – snow-flake schema- SQL
Detailed Dimensional Modeling: Granularity Data warehouse architecture and 4
of facts – additive facts – FD of data – Helper development process
tables – Implementing M-M relationships Data warehouse design and 4
between fact and dimension tables – dimension dimensional modeling
hierarchies - Slowly changing dimensions – Extract, Transform and Loading 3
Rapidly changing dimensions. Process
Extract, Transform and Loading Process: Meta data management, data marts, 3
Extract processing – interface processing – Load Testing a DW application 1
into staging – Transform – Load process – post OLAP 2
load processing – Generic warehouse
population functions. Change capture Data warehouse applications 3
mechanisms: type I, type II, type II changes Building a DW 4
Current trends and guest lecture 2
Meta Data Management: Meta data –
categorizing – value proposition – management Total 30

200
 Data Mining

Course Code : SL IT 608 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course aims to provide
• Concepts and theories of data mining.
• Data mining tasks and their utilization in few sectors like banking, healthcare etc.,
• Understanding of mining complex data such as text, web, and multimedia data.
• Provides hands on experience on SAS data mining tool “SAS Enterprise Miner”.

REFERENCE BOOKS AUTHOR / PUBLICATION

Data Mining concepts, 2nd e Jiawei, Han / Kamber. Morgan Kaufmann -

2005

Data Mining techniques Pujari, AK. University Press - 2005

Principles of Data mining Hand, David. Prentice Hall, India - 2004

Data Mining concepts & Techniques JIAWEI Han, Morgan Kaufmann - 2001

Data mining technique Berry, Michel. Wiley Dreamtech - 2005

Data mining introductory & advanced topics Dunham, Margaret H. Pearson Education - 2003

http:// www.kdnuggets.com
http://www.thearling.com

Detailed Syllabus algorithms – Neural network based algorithms –

Rule based algorithms.
Introduction: What is data mining – data
sources– process – tasks- techniques – Process Clustering: Introduction to cluster analysis –
models – applications; Data Mining Issues – requirements of cluster analysis – Types of data
Security and society – user interface – methods – partitioning method – partitioning in large
– performance. database – Hierarchical method – Density based
method – Grid based method – Model based
Data Preprocessing: Data Difficulties – Data
method.
organization – errors – outliers – Missing
Values – Sampling – Dimension reduction. Association Rules: Basic terminology – Apriori
algorithm – Sampling algorithm Partitioning
Classification: Introduction to classification –
algorithm – Parallel and distributed algorithms –
Distance based algorithms – Decision tree based
Comparing algorithms- Association rules.

201
Time Series Forecasting- Stationarity non workspace components - setting up projects and
stationarity Exponential Smoothing - ARIMA diagrams - conducting initial data exploration.
Models – (AR Process - Moving Average
Current Trends
Process - ARMA Process - Box Jenkins
Methodology). Project

Logistic Regression- Concept of odds ratio - Cases and Exercises

Wald’s confidence interval and construction –
concept of Cordant discordant and tied pairs • Faculty will identify relevant Cases and
Basic concepts of logistic regression - Logistic Exercises
regression with only one categorical variable - Suggested Schedule of Sessions
Logistic regression and contingency table
analysis - Logistic regression for combination of No. of
Topic
categorical and continuous independent Sessions
variables – Stepwise backward and forward
Introduction to data mining 2
regression methods in multivariate logistic
regression Comparison of logistic regression Data Preprocessing 2
and discriminant analysis .
Classification 3
Text Mining: Text mining overview – Usage of
Clustering 3
text mining – Text data bases – text
characteristics – Text mining – Process – Association rules 3
applications – methods - Information retrieval
method– Information extraction method. Time Series 3

Web Mining: Web mining overview – task and Logistic Regression 3

characteristics – Web mining issues – Web Text mining 2
mining software – Web mining taxonomy –
Web content mining – Web usage Mining – Web mining 1
Web structure Mining.
Multimedia data mining 1
Multimedia Data Mining: Multimedia data
Introduction to SAS Enterprise 2
mining overview – MM data types and
Miner
characteristics – Types of multimedia data
mining – Image mining – sequence data mining Current Trends 1
– audio data mining –video data mining.
Project 4
Introduction to SAS Enterprise Miner: Tools
available in Enterprise Miner - exploring the Total 30

202
 Business Continuity & Risk Management

Course Code : SL IT 601 Sessions : 30

Credit : 3 Semester : III/IV

Objectives
i). To understand the key elements of Business Continuity and Risk Management
ii). To understand the business continuity planning cycle
iii).To understand network security technology and their applications

REFERENCE BOOKS AUTHOR / PUBLICATION

Business Continuity and Disaster Recovery for Rittinghouse, John / Ransome, James F.
Infosec Managers Elsevier UK US Editions. Digital Press - 2005
The Definitive Handbook of Business Continuity Peter Barnes (Editor), Andrew Hiles (Editor),
Management John Wiley & Sons Ltd - 2005

Business Continuity Planning S., Latha. ICFAI University Press

Network Security Essentials Applications & Stallings, William. Prentice Hall (Pearson Asia) -
Standards 1999

Electronic Commerce Greenstein / Feinman. McGraw Hill

Detailed Syllabus signatures & digital signature standards.

Risk Management: Introduction, Kinds of Hacking – assessing network vulnerabilities.
risks, Risk Planning, risk management and Hacker detection tools & principles. Phising &
business continuity management. Phraming.

Introduction to Communication & Information System Security: Intruder, Virus

Information Security: Security Attacks and & Worm, Firewalls - Types, Trusted Systems
Security Services, A Model for Internet work Network Security Practice: Issues in online
Security. Importance of information security. business transactions, Authentication
Overview of Information Technology Act. Applications, Security Requirements on the
Conventional Encryption: Conventional Internet, Secure Electronic Transactions.
Model, Classical Encryption Techniques, Browser based security issues. Physical
Simplified Data Encryption Standards (DES), Network system security – User authentication,
Cipher Design Principles, Traffic Confidentiality bio-metric devices, Electronic mail security,
and Key Distribution. web security.

Modern Information security issues & Business Continuity Planning: Business

solutions: Authentication issues. Symmetric & Continuity Planning (BCP), Need for BCP,
Asymmetric key cryptography. Digital Business Impact Analysis (BIA), Business

203
Continuity Management Cycle, Organizing and
No. of.
implementing BCP, Testing, Maintenance and Topic
Sessions
Training, Standards, like BS 7799
Conventional Encryption 2
Cases
Modern Information security issues 5
Faculty will identify appropriate cases
& solutions
Suggested Schedule of
Information System Security 3
Sessions
Network Security Practice 6
No. of.
Topic
Sessions
Business Continuity Planning 8
Risk Management 3
Total 30
Introduction to Communication & 3
information Security

204
 Relational Database Management Systems

Course Code : SL IT 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course aims to provide the basic knowledge of concepts, design and implementation issues in
database systems. It provides concepts of client server architecture and introduces advanced topics in
databases systems, security and administration. It takes Oracle or Microsoft RDBMS software to
explain the concepts.

REFERENCE BOOKS AUTHOR / PUBLICATION

Database systems, 8th e Rob, Coronel. Thomson publishers - 2007
Database System Concepts, 5th e Silberschatz, Abraham et al. Mc-Graw Hill -
2005
Database Management systems, 3rd e Gehrke, Ramakrishnan. Mc Graw Hill - 2002
th
Modern database management systems, 9 e Hoofer, Jeffrey / Prescott, Mary B. Pearson
Education - 2008
SQL,PL/SQL Programming language of Oracle Bayross, Ivan. BPB publication - 2003

Detailed Syllabus values - ORDER BY clause - WHERE clause -

Relational Operators - logical operators (AND,
File Systems and Databases: Introducing the
OR, NOT), SQL operators (BETWEEN, AND,
database – files and file systems – database
IN, LIKE) - Numeric Functions - String
systems – Introduction to database models –
functions - Date functions - Conversion
database models and the Internet.
Functions - GROUP BY clause - Group
The Relational Database Model: A logical functions - HAVING clause. Joining Tables -
view of data – keys – Integrity rules – relational SET Operators (UNION, INTERSECTION,
database operators – relationships within the MINUS) - Sub Queries
relational database – data redundancy-indexes
DDL: CREATE table - Integrity Constraints -
Entity Relationship Modeling: Basic ALTER table - DROP table – DML: INSERT
Modeling concepts – Degrees of data rows - UPDATE existing rows - DELETE rows
abstraction – Entity Relationship model - Views – Introduction to Procedural SQL-
converting an E-R model into a database Triggers – stored procedures & functions.
structure.
Transaction Management and Concurrency
Normalization: Database tables and Control: What is a transaction – Properties –
Normalization – Normalization and database Transaction management with SQL - COMMIT
design - higher level normal forms – - SAVEPOINT - ROLLBACK
Denormalization.
Concurrency control – Locks – database level –
Structured Query Language: SELECT table level – page level – row level - field level -
statement - distinct clause - Handling of NULL database recovery management.

205
Distributed Database Management Systems: Lab Sessions
Evolution – distributed processing and
There will be lab sessions to have hands-on
distributed databases – distributed database
experience with the software:
management systems – DDBMS components –
Levels of data and process distribution. i. MS Visio to draw and develop E-R models,
and
Client Server Systems: Client/server systems -
need – evolution – managerial expectations – ii. Oracle or Microsoft RDBMS software to
client/server architecture- client/server design and develop database tables.
databases – client/server architecture styles – Assignments / Project
client / server implementation issues – Backend
database connection to front end application like The course will be supplemented by
Visual Basic. assignments and a project. The assignments are
to get students familiar with using databases,
Object Oriented Databases: Object oriented running queries and using application
concepts – features of an object oriented DBMS development tools.
– How object orientation affects database design
The project could involve the design of a
– advantage and disadvantage of OODBMS
schema for a realistic application, and the
Web Based Databases: Two-tier architecture implementation of the entire application using
Vs three-tier architecture – advantages and SQL and other development tools such as Java
disadvantages the web as a database platform – servlets or JSP/ASP etc.
approaches for integrating databases into the
web environments – effect of http and XML on Cases
web - DBMS integration. Faculty will identify appropriate cases
Database Security and Administration: Suggested Schedule of Sessions
Database security – Access control – GRANT,
REVOKE – GRANT, REVOKE on views and No. of
Topic
integrity constraints - Data as a corporate asset – Sessions
The evolution of database administration File systems and databases 2
function – The DBA’s managerial role – The
The relational database model 2
DBA’s technical role.
Entity relationship modeling 4
Class Room Examples Normalization 3
Faculty may identify appropriate examples Structured query language up to 5
covering the topics like: DML commands
• Database design Structured query language - Views, 3
• Development Introduction to procedural
• Querying Transaction management and 1
concurrency control
• Procedure SQL
Distributed database management 1
• Transaction Management systems
• Concurrency Control Client server systems 3
• Database Administration Object oriented databases 2
Case Studies Web based databases 2
Faculty may identify suitable case studies on E- Database security and 2
R modelling, Normalization, Client-server administration
systems and Object-oriented databases. Total 30

206
 E-Business

Course Code : SL IT 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The course is designed to fulfill the following objectives:
i) Understand the strategic opportunities and threats of e-Business
ii) Have insight into the viable e-Business models
iii) Have experience in analyzing the potential impacts and opportunities of e-Business in a firm or
industry
iv) Gain insight into the way e-Business influences business strategy and changes the basis for
competition

REFERENCE BOOKS AUTHOR / PUBLICATION

e-Business ICMR
e-Business: Roadmap for Success Dr Kalakota, Ravi / Robinson, Marcia. Addison-
Wesley, 2000
The e-Marketplace: Strategies for Success in Raisch, Warren D - McGraw Hill Inc, 2000
B2B Commerce
Marketing in the Cyber Age: The Why, the What Rohner, Kurt. John Wiley & Sons, 1998
and the How
Frontiers of Electronic Commerce Kalakota et al. Addison-Wesley - 2000
Doing e-Business: Strategies for Thriving in an Taylor, David. John-Wiley & Sons, Inc.- 2001
Electronic Marketplace
Executive Guide to e-Business: From Tactics to Deise, Martin V et al. John Wiley & Sons, Inc -
Strategy 2000

Detailed Syllabus e-Markets: e-Market Models, Direct B2B e-

Markets, Coalitions or Consortium, Independent
Basics of e-Business: Digital Economy,
Principles of e-Business, e-Business Models, e-Markets Strategy
Convergence Strategies e-Procurement: e-Procurement process, Online
e-Business Strategy: Enabling Value Chain, e- Product Selection, Electronic Ordering, e-
Business Planning, Types of e-Business Procurement Solutions
Projects, e-Business Execution Plan
Integrating Supply Chain Management
e-Business Design: Overview, Steps in e- Process: Definitions, Components of e-Supply
Business Design, Reversing the value chain, Chain, Managing relations in e-Supply chain
Knowledge Building

207
Integrating Enterprise Resource Planning Challenges in e-Business: Technological
Process: Enterprise Architecture Planning, Lead Challenges, e-Money Laundering, Other
Time Reduction, Improved Supplier Challenges - Channel Conflicts.
Performance
Future of e-Business & m-Commerce: Global
Integration of Knowledge Management Reach, Customers, Integrated Customer Service,
Process in e-Business: Architectural Integrated Enterprise Applications.
Framework for Knowledge Management
Processes, Infrastructure, Best Practices Cases
Selling Chain Management Process: Faculty will identify appropriate cases
Definition, Business & Technology Drivers,
Infrastructure, Sales & Distribution Suggested Schedule of Sessions
configuration
No. of
e-Marketing: Database Marketing, e-Marketing Topic
Sessions
Strategies, Building Microbrands, Pricing - Basics of e-Business 2
Collaboration
e-Business Strategy 2
e-CRM Processes and their Integration:
e-Business Design 2
Definition of e-CRM, Architecture,
Infrastructure Requirements, Challenges & Best e-Markets 2
Practices e-Procurement 2
e-Business Infrastructure: Data Integration Integrating Supply Chain 1
Middleware, e-Business-Reference-Logical- Management Process
Technology-Organizational Architecture Integrating Enterprise Resource 1
Planning Process
e-Business Technologies: e-Business: Enabling
Technologies Integration of Knowledge 1
Management Process in e-Business
e-Banking: e-Banking Strategies, Mobile
Payment, Key Issues & Solutions, risks, Selling Chain Management Process 1
Electronic Payment System, Overview, e-Marketing 1
Payment Clearing, Digital Currency,, Future of e-CRM Processes and their 2
e-Banking, Integration
e-Governance: Overview, Strategies, Interface e-Business Infrastructure 1
& Technology, Key Issues & Challenges, e-Business Technologies 2
Privacy, Security, Access
e-Banking 2
m-Commerce: Strategies for m-Commerce, e-Governance 1
Key Benefits, Technologies, Key Issues &
Solutions m-Commerce 2
e-Business Security Aspects 1
e-Business Security Aspects: Standards,
Cryptography, Authentication, Digital Legal Issues in e-Business 1
Certificates, Public Key Infrastructure. Challenges in e-Business 1
Legal Issues in e-Business: Consumer Future of e-Business & m- 2
Protection, Cyber Crimes & Laws, Software Commerce
Piracy, Regulation & Taxation. Total 30

208
 Software Engineering & Quality Management

Course Code : SL IT 603 Sessions : 30

Credit : 3 Semester : III/IV

Objective
Aim of this course is to provide conceptual inputs in understanding software engineering principles
and practices. Course aims at training the students in software project planning techniques, quality
assurance, testing and implementation. Course also aims at exposing the students to various models
and standard of software industry.

REFERENCE BOOKS AUTHOR / PUBLICATION

Software Engineering : A Practitioners Pressman, Roger S. McGraw-Hill
Approach, 6th e International Edition - 2004
Fundamentals of Software Engineering, 5e Ghezzi, Carlo et al. Prentice-Hall, India

Software Engineering Economics Bochm, Bary W. Prentice-Hall, India

Software Engineering, 8th e Sommerville, Ian. Addison Wesley - 2006

Software Engineering Concepts Fairley, Richard E. Tata McGraw-Hill

Software Engineering Theory and Practice, 4th e Pfleeger, Lawrence. Pearson - 2009

Detailed Syllabus Software Metrics: Measures - Metrics -

Indication, Process metrics - Project metrics -
Product and Process: Role of Software -
Software measurement - Function oriented
Software characteristics - Applications - Myths -
metrics - Metrics for Software quality -
Process, methods and tools - Generic view -
Integration of metrics in process - Statistical
Process models - Software process models -
control - Process control.
Classical model (waterfall) - Prototype - RAD -
Evolutionary - incremental, spiral, V model Project Estimation: Estimation - Important
concurrent - Component based development issues - Project planning objectives - Software
model - Formal methods model - 4 GLs. scope - Resources - Models of estimation -
Decomposition techniques - Software sizing -
Project Management: Project management
Problem based estimation - FP based estimation
spectrum - 4 Ps – People (stakeholders, key
- Process based estimation - Empirical models -
resources, skills and deployment), – Product,
Putnam’s model - Make / buy decision
Process and Project (Budgeting, Costing,
Communication, Change management, Issue Risk Analysis and Management: Software
Management and Reviews), pitfalls and risks - Strategies - Risk identification - Risk
approaches) - W5HH Principle. Introduction to projection - Risk refinement - R MMM and
PMI guidelines. RMMM plan.

209
Project scheduling & Tracking: Reasons for OOSE: Management of OO Software projects -
late delivery - Principles of software project Common process frameworks - OO Project
scheduling - People and effort - Task set for metrics and estimation - OO Estimating and
software projects - Selecting SE tasks - scheduling - Tacking program for an OO
Refinement - Task network - Scheduling - project. OO testing.
Timeline charts - Tracking schedule - EV
Analysis - Error tracking - Project plan. Cases
Introduction to PMI Project Life Cycle
guidelines (using MS Project). Real life Software project management
experiences.
Quality Assurance: SQA strategy - Quality
concepts - Quality control - Cost of quality - Suggested Schedule of Sessions
Software quality assurance - Quality reviews -
FTRs - Statistical SWQA - Software reliability No. of
Topic
– Quality standards (ISO/CMM/9126) - SQA Sessions
Plan.
Product and Process 2
Software Configuration Management (SCM):
Software configuration management - Project Management 4
Identification of objects in SCM - SCM process Software Metrics 2
- Version control - Change control -
Configuration audit - Status reporting - SCM Project Estimation 2
audit.
Risk Analysis and Management 2
System Engineering: System definition -
Requirement engineering - System modeling. Project Scheduling & Tracking 3
Software Testing Techniques: Fundamentals - Quality Assurance 3
Objectives - Principles - Testability - Test case
design - White box testing - Basis path testing - Software Configuration 2
Control structure testing - Block box testing - Management
Specialized testing.
System Engineering 1
Software Testing and Strategies: Strategic
approach - Verification validation - Organizing Software Testing Techniques 2
for testing - Strategies - Criteria for completion Software Testing and Strategies 3
- Strategic issues - Unit testing - Consideration
and procedures - Integration testing - Top down, OO SE 2
bottom up, regression, smoke testing -
Comments & Documentation - Validation Cases 2
testing - Alpha, Beta testing - Systems testing -
Total 30
Recovery, security, stress, performance testing -
Debugging.

210
 IT Enabled Services

Course Code : SL IT 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
The Student shall develop the skills to understand the process involved in ITES and learn the
management skills for ITES Projects. Basics of IT services management skill-set is imparted through
this course. In addition, domain specific skills e.g. service level management for finance KPOs etc.
will be imparted for specific and predominant domains.

REFERENCE BOOKS AUTHOR / PUBLICATION

Nasscom’s Handbook on IT Enabled Services Nasscom

MGI (McKinsey Global) reports 2006 and 2007- McKinsey Global

excerpts

ITES Case Studies from Wipro/ Infosys/ IBM To be procured from Internet
etc.

Service Level Management and SLA : resources Internet

from the Internet

Detailed Syllabus telephony, groupware, SMTP, SOAP, BizTalk

servers
Global Outsourcing Market on a growth
path: Introduction, Evolution of ITES, Key The Medical Transcription Market: Market
Drivers of ITES, Key benefits of IT-enabled Processes, Market size, Setup of Medical
outsourcing. Transcription, Customers for MT units

The Indian IT Enabled Services Market: The Back Office Operations, GIS, Animation,
Indian IT-Enabled outsourcing market: Existing Engineering and Design Services, On line
size, Market Segmentation. Training: Business Process Outsourcing, GIS
Services, Content development and animation,
The Indian Contract Services Market: Engineering & Design Services.
Contact centers, Market size, Market Processes,
Value Proposition, Future of Indian contact Project Work: Project on Back Office
center market. Operations, GIS, Animation, Engg. & Design
Svcs, Online Training based on NASSCOMs
Project Work: Project on Indian Contract Report.
Services Market based on NASSCOMs Report.
Service Desk management: Types of Service
Software Technologies & Frameworks: Desks, benefits and demerits of each type,
Introduction to Relevant Internet & Web suitability of a particular type to a specific
Applications for ITES, Voice over IP, IP business context

211
Service level agreements: What are the Suggested Schedule of Sessions
components- how to develop good SLA-penalty
clauses – performance clauses – templates of Topic
No. of
SLAs - Example SLAs for various outsourced Sessions
services e.g. VoIP, financial reporting Global Outsourcing Market on a 1
growth path
Service Level Management: Process metrics- The Indian IT Enabled Services 2
how to design – how to capture data on process Market
metrics – how to monitor – SLM software /
workbenches – SLM reports – workflows for The Indian Contract Services 2
SLM Market

Project work: SLA design for any domain- Software Technologies & 3
specific services – role plays Frameworks

Disaster Recovery Strategies: Importance & The Medical Transcription Market 2

General Strategies for organizing Disaster
Recovery, Business Impact of a Disaster. Back Office Operations, GIS, 1
Animation, Engineering and Design
Business Models Driving IT Enabled Service: Services, On line Training
In-house/Captive centers, Building Success
Service Desk management 3
strategies for in-house ITES & 3rd party
providers, Third Party Services providers. Service Level agreements 3
India's Challenge in the IT Enabled Services Service level management 3
space
Disaster Recovery Strategies 2
HR and Quality Issues in IT Enabled
Services: HR in ITES, Employee Value Business Models Driving IT 3
Proposition, Balance of Rewards, Incentive Enabled Service
Plan, Training, Quality Focus, Benchmarking
quality & Performance. India 's Challenge in the IT Enabled 2
Services space
Challenges Facing the Indian IT Enabled
Outsourcing Market: Perspective, Supply & HR and Quality Issues in IT 2
Demand side, Action Plan for India. Enabled Services

Challenges Facing the Indian IT 1

Cases Enabled Outsourcing Market
Faculty will identify appropriate cases Total 30

212
 Business Intelligence

Course Code : SL IT 609 Sessions : 30

Credit : 3 Semester : III/IV

Objective
• To provide concepts & techniques of Data Mining Analysis Tools (DMAT) which are different
from various statistical techniques.

• To equip the students with skills to perform data analysis and conclusions independently with
special focus on Data Mining (DM) applications with SAS.

REFERENCE BOOKS AUTHOR / PUBLICATION

Data Mining Techniques: For Marketing,
Sales, and Customer Relationship Berry / Linoff. Wiley Computer Publishing -
Management, 2nd e 2004.
Applied Multivariate Techniques Sharma, Subhash - John Wiley & Sons, 1996
Using Multivariate Statistics’ Tabachnick B.G. / Fidell L.S - Allyn & Bacon,
1996.

Multivariate Data, 6th e Hair J.F et al. Pearson Education, 2005.

Detailed Syllabus Important issues in data screening - Complete

examples of data screening – Outlier analysis -
Introduction to Business Intelligence-
Residual analysis – Generalized linear models –
Applications in Marketing and Customer
- Data partition into Training, validation and
Relationship Management: A Statistical
testing
perspective of Data Mining - - Tasks performed
with data mining - Applications of data mining SAS Programming: Basics of Programming -
– Concept of Learning, Knowledge discovery, Data input through programming - Data Steps
Analytical Intelligence, Enterprise Intelligence and Proc steps Simple SAS Programming –
Construction of charts and plots using SAS
Examining Data using SAS: Basic Statistical
steps
concepts of measures of central tendency
variance, kurtosis, skewness. Use of Histogram Logistic Regression: Concept of odds ratio -
and Box Plots. Testing for normality using Q-Q Wald’s confidence interval and construction –
Plots, Power transformations, Outlier detection, Concept of Concordant, discordant and tied
Handling missing values, Testing the pairs Basic concepts of logistic regression -
assumptions of multivariate analysis- BLUE - Logistic regression with only one categorical
Assessing individual variables Vs variate - variable - Logistic regression and contingency
Normality – Heteroscedasticity, autocorrelation table analysis - Logistic regression for
& Multicollinearity – Identification and combination of categorical and continuous
solutions - absence of correlated errors - independent variables – Stepwise backward and

213
forward regression methods in multivariate Generalize Items - Virtual Items Go Beyond the
logistic regression Comparison of logistic Product Hierarchies - Data Quality Anonymous
regression and discriminant analysis Versus Identified - Generating Rules From All
the Data - Calculating Confidence - Calculating
Decision Trees: Introduction - Growing a
Lift - The Negative Rule - The Problem of Big
decision tree - concept of logworth – algorithms
Data. Real life business applications of Business
chaid & cart importance of variable selection
Intelligence - Student projects.
Test for choosing the best split – Pruning -
Extracting rules from trees - Alternate
Cases
representations for decision trees - Decision
trees in practice. Faculty will identify appropriate cases
Time Series Forecasting: Stationarity non Suggested Schedule of Sessions
stationarity Exponential Smoothing - ARIMA
Models – (AR Process - Moving Average No of
Process - ARMA Process - Box Jenkins Topic
Sessions
Methodology)
Introduction to BI 2
Artificial Neural Networks: History - Real
Estate Appraisal – Concept of a link function - Examining Data (Enterprise Guide) 3
Neural Networks for Directed data Mining - Exercises on Examining Data 2
Neural Net - The Unit of a Neural Network -
Feed-Forward Neural Networks - Back SAS Programming 3
Propagation Heuristics for using Feed-Forward -
Logistic Regression 2
Back Propagation Networks - Choosing the
Training Set - Coverage of Values for All Exercises on LR 2
Features - Number of Features - Size of
Training Set - Number of Outputs - Preparing Decision Trees (DT) 3
(Enterprise Miner)
the Data - Features with Continuous Values -
Features with Ordered, Discrete (Integer) Exercise on DT 2
Values - Features with categorical values -
Other Types of Features - Interpreting the Time Series Forecasting (TSFS) 2
results - Neural Networks for Time series - Exercise on Time Series Forecasting 1
Example: Finding Clusters - Lessons Learned
Artificial Neural Networks 2
Association Algorithms: Concept of support
confidence lift and gain Defining Market Basket Exercise on ANN 2
Analysis - Three Levels of Market Basket Data -
Association Rules 2
Order Characteristic - Item Popularity -
Tracking Marketing Inventories - Clustering Exercise on Association Rules 1
Product Usage - Association Rules - Actionable
Rules - Trivial Rules - Inexplicable Rules - Real life business applications of BI 1
Building Association Rules - Choosing the Total 30
Right Set of Items - Product Hierarchies Help to

214
 System Analysis and Design

Course Code : SL IT 604 Sessions : 30

Credit : 3 Semester : III/IV

Objective
This course aims at giving necessary insights into Business Process Analysis, Process design, Process
Improvements and implementation of Business Applications.
This course provides the students with basic understanding of Business Systems, and Process analysis
and design.

REFERENCE BOOKS AUTHOR / PUBLICATION

Analysis and Design of Information Systems, Senn, James A. McGraw Hill - 1989
2nd e
OO Systems Development Bharami, Ali. Tata McGrawHill - 1998

System analysis and Design, 7th e Shelly, Gary B et al. Thomson - 2007

System analysis and Design methods, 6th e Whitten,J et al. Tata McGrawHill - 2004

Detailed Syllabus - Decision trees, Decision tables, Structured

English.
Overview of Information System
Development: Need & Scope of SAD SRS as a “to be” process
Computer system concepts, Business system Structured Analysis: Concept and components
concepts, Information systems, Users System - Data flow analysis - Dataflow strategy – DFDs
development strategies - SDLC, structured - DFD development and advantages – Data
analysis, Prototype- dictionary - –Data Elements, Documenting data
flows, stores and entities - Contents of data
Tools for systems development.
dictionary - Recording of data descriptions,
Managing Business Application
Prototyping: Purpose - Rationale - Steps in
Development: Project Initiation- Project prototype methods - Uses - Tools - Strategies.
proposals – Sources, Review and selection.
Case Tools: Role & benefits - Categories -
Methods of project review and selection -
Components - Integration of tools – Using tools
Preliminary investigation
like MS Visio- Advantages disadvantages of
Requirement Analysis: What is requirement case tools
determination and analysis
System Design: Objectives of design – Design
Fact finding techniques - Interview, specification and features - Output Design:
questionnaires, record review, observation Tools Objectives - Key output questions, Design of
for documenting procedures and decisions printed & display output & best practices

215
Input Design: Objectives - Design of source diagram - implementation diagram –
document & best practices. Component diagram - Deployment diagram.
Online System Design: Work Artifacts
Cases
File and Data Base Design: Overview of file
and database design - Backup and Recovery – Faculty will identify appropriate cases
Resilience – High availability – mirroring - Suggested Schedule of Sessions
security
No. of
Quality Assurance, System testing and Topic
Sessions
Implementation: Functional Testing, Testing
strategies - Test data. Implementation – Overview of Information System 1
Conversion and Training, System audit. Development
OOAD Managing Business Application 2
Overview of OO Systems: OO Systems, Development
Development methodology - Object orientation. Requirement Analysis 3
Objects - Classes - Attributes - Behavior -
Messages - Encapsulation – Inheritance- Structured Analysis 3
Polymorphism - Relationships and Associations. Prototyping 1
Object Oriented Systems Development Life Case Tools (use of Visio) 3
Cycle: Software Development Process – OO
Systems Development - Object Oriented System Design 2
Analysis - OO Design - Prototyping -
File and Database Design 2
Implementation - Reusability.
Quality Assurance, System Testing, 1
Methodology & Modeling: Introduction -
Implementation
Some OO Methodologics - Ram baugh – Booch
Jacobson. Overview of OO Systems 2
UML: Static dynamic models - Why modeling - Object Oriented Systems 2
Introduction to UML - UML Diagram - UML - Development Life Cycle
Class diagram - Use case diagram – UML Methodologies & Modeling 2
dynamic modeling - Interaction diagrams -
Sequence diagram - Collaboration diagram - UML (including lab) 6
UML state chart diagrams - UML activity Total 30

216
 Advanced Business Analytics

Course Code : SL BA 602 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To equip students with an understanding of various tools and techniques used in business analytics at
an advanced level. For students who would wish to specialize in analytics, the course provides a
strong foundation for the application of techniques and analytical platforms.
Learning Outcomes:
At the end of the course the student should be able to
1. Explain the importance of statistical and econometric techniques in business analytics.
2. Handle the available business information/data more efficiently.
3. Use analytical tools like MS Excel, R and others efficiently in order to take managerial
decisions more effectively

TEXT BOOK AUTHOR / PUBLICATION

Business Analytics: Data Analysis and Decision Albright.S. Christian and Wayne. Winston,
Making Cengage Publication
REFERENCE BOOKS AUTHOR / PUBLICATION
R for Business Analytics A. Ohri, Springer (2012)
Applied Multivariate Statistical Analysis Wolfgang Karl Hardle and Leopold Simar,
Springer (2007)
An R and S-PLUS® companion to multivariate Brian S. Everitt (2005)
analysis
Applied Econometrics with R Christian Kleiber and AchimZeileis, Springer
(2008)
Time Series Analysis and Its Applications With Robert H. Shumway, David S. Stoffer, Springer
R Examples (Springer)
Applied Econometric Time Series Walter Enders Wiley 2003
A handbook of statistical analyses using R Brian S. Everitt and Torsten Hothorn, Chapman
& Hall/CRC (2010)
Business Intelligence: Data Mining and Carlo Vercellis, John Wiley and Sons, 2009
Optimization for Decision Making
Business Intelligence Rajiv Sabherwal, Irma Becerra-Fernandez, John
Wiley and Sons, 2009

217
Detailed Syllabus Vector Auto Regression and Error Correction
models.
1. Introduction to Business Analytics and
Recent Developments 7. Business Forecasting Methods

Definition, relevance and scope of business Introduction to business forecasting techniques.

analytics. Sources of big data, big data Evaluation criteria for the quality of forecasts.
technologies, Hadoop distributed file system, Examples of forecasting with real time data.
Map reduce Advances in analytical techniques
and practices 8. Stochastic models: Marketing &Retail
analytics simulation model (using excel add-
2. Exploratory Data Analysis ins)Markov chain process, mean arrival
Importance of data exploration and introduction time,(M/M/1 queuing models)
to some of the standard practices like SEMMA. 9. Report Writing
Descriptive statistics, testing the assumptions of
multivariate analysis, data preparation for Cases
modeling, testing and transformation
• Modeling credit risk using logistic model
3. An Overview of Data Modeling • Risk modeling using stock returns
Techniques
• Forecasting commodity prices
Regression Models, Data Reduction Methods,
Classification Methods, Neural Networks, Time Suggested Schedule of Sessions
Series Methods and other Multivariate
No. of
Techniques. Topic
Sessions
4. Models for Limited Dependent Variables
Introduction to Business Analytics
Introduction to choice modeling, Details of 2
and Recent Developments
Logistic Regression, Logit and Probit models,
Multinomial Logit and Tobit models, Models Exploratory Data Analysis 4
for censored data.
An Overview of Data Modeling
5. Artificial Neural Networks 2
Techniques
Nature of ANN and its relative advantage over
other data modeling techniques, Application Models for Limited Dependent
5
domains of ANN. Preparing data for ANN. Variables
Algorithms used in ANN. Example of ANN
using real time data Artificial Neural Networks 4

6. Time Series Modeling Time Series Modeling 4

Introduction to time series analysis, Classical Business Forecasting Methods 4

time series analysis, Concept of stationarity and
Stochastic Models 2
unit roots. Tests for unit roots, Box-Jenkins
ARIMA modeling, smoothening techniques, Report Writing 3
Concept of Co-integration, Error correction
models, Introduction to multivariate models, Total 30

218
 Big Data Analytics

Course Code : SL BA 603 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To provide the students an understanding of concepts, tools and techniques of Big Data platform and
how structured and unstructured data analytics can be performed using open source technologies like
Hadoop, MapReduce, R, Pig, Hive and other Hadoop eco system technologies.
Learning Outcomes:
At the end of the course the student should have
1. Overall familiarity of Big Data analytics platforms and technologies.
2. In-Depth understanding of Hadoop distributed File System and MapReduce programming
paradigm
3. Ability to use analytical tools/languages like R, Pig and Hive to perform structured and
unstructured data analytics

TEXT BOOK AUTHOR / PUBLICATION

Beginning R: The statistical Progamming Dr. Mark Gardener
Language (wrox)

REFERENCE BOOKS AUTHOR / PUBLICATION

Hadoop: The Definitive Guide Tom White, O'Reilly Media/Yahoo Press, 2nd
Edition

R for Business Analytics A Ohri, Springer

Detailed Syllabus: Introduction to Hadoop: Open-source

software framework for storage and large scale
Review of R programming: Data in R;
processing of data-sets on clusters of
Reading, manipulating and saving data in R;
commodity hardware; Hadoop Distributed File
Graphics & Visualization techniques; Data
System (HDFS); Data loading
extraction, cleaning, exploration, predictive
modeling; R packages MapReduce Programming: Understand
Hadoop MapReduce framework and how
Introduction to Big Data platform/
MapReduce works on data stored in HDFS.
technology: 3 Vs model – velocity, volume &
Hadoop Data Types, Hadoop MapReduce
variety; Unstructured and structured data
paradigm, Map and Reduce tasks, MapReduce
execution framework.

219
Data Processing in Hadoop: Review Pig - a Suggested Schedule of Sessions
scripting language for control of MapReduce
processes on Hadoop, and Hive - a data No. of
Topic
Sessions
warehouse like system with fairly complete
SQL like syntax. Introduction to HBase. Review of R programming
Language 4
Integrating R with Hadoop: Developing
MapReduce programs using R packages like Introduction to Big Data
RHIPE & RHadoop platform/technology 1

Data Analytics with R and Hadoop: Introduction to Hadoop 3

Introduces the Data analytics project life cycle MapReduce Programming 4
by demonstrating with real-world data analytics
problems with unstructured data Data Processing in Hadoop 4

Text Analytics Project: Real world text data Integrating R with Hadoop 4
like Twitter/email can be used for example Data Analytics with R and Hadoop 6

Text Analytics Project 4

Total 30

220
 Financial Business Analytics

Course Code : SL BA 605 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To equip students with an understanding of the "importance and role of financial analytics” in
modern business enterprises and how business firms can take advantage of financial analytics.
Further, for students who wish to specialize in analytics, the course provides a strong foundation in
the application of financial analytics with analytical platforms.
Learning Outcomes:
At the end of the course the student should be able to
1. Explain the importance of financial analytics and applications.
2. Handle the available business information/data more efficiently.
3. Use analytical tools like MS Excel, R and others efficiently in order to take managerial
decisions more effectively

TEXT BOOK AUTHOR / PUBLICATION

Business Analysis and Valuation : Using Healy Paul. M, Cengage Learning
Financial Statements 5e
REFERENCE BOOKS AUTHOR / PUBLICATION
Introductory Econometrics for Finance Brooks, C. Cambridge University Press 2002
Financial Econometrics - Problems Models and Christian Gourieroux Joann Jasiak, New Age
Methods International Publishers 2007
REFERENCE BOOKS AUTHOR / PUBLICATION
Applied Econometric Techniques Cuthbertson, K., Hall, S.G. and Taylor, M.P.
Philip Allan 1992
The Econometric Modeling of Financial Time Mills, T.C. 1999, Cambridge University Press
Series
The Econometrics of Financial Markets John Y Campbell, Andrew W. Lo, A. Craig
Mackinlay, New Age International Publishers
2007
Modern Portfolio Theory and Investment Analysis Elton, E. J., M. J. Gruber, S. J. Brown, and W.
N. Goetzmann 2003, John Wiley and Sons, 6th
edn
Analysis of Financial Time Series RUEY S. TSAY, John Wiley & Sons 2005
Credit Risk Modeling: Theory and Applications David Lando, New Age International Publishers
2007
Applied Econometric Time Series Walter Enders Wiley 2003

221
Detailed Syllabus 7. Derivative Pricing: Issues regarding
derivative markets. Brownian motion, Black -
1. Introduction to Financial Analytics:
Sholes model. Modeling derivative prices,
Definition, relevance and scope financial
Analysis in Finance, DCF, Profitability analysis,
analytics, recent trends in financial analytics
Asset performance, Sharpe ratio, Calmar ratio
2. Financial Time Series and Their and pricing options.
Characteristics: Asset Returns, Distributional
8. Report Writing
Properties of Returns, Review of Statistical
Distributions and properties of financial time
Cases
series.
To be decided by faculty
3. The Capital Asset Pricing Model: Basics
of portfolio construction. Diversification and
Suggested Schedule of Sessions
Portfolio Optimization, aggregate loss models
(finance data, insurance) No. of
Topic
Sessions
4. Modeling Volatility and Risk: Volatility
the financial time series. Modeling volatility Introduction to Financial Analytics 2
using ARCH / GARCH models. Measuring and
modeling risk. Application of Value at Risk Financial Time Series and Their
(VaR), creating simple credit risk model from 6
Characteristics
consumer loan data
The Capital Asset Pricing Model 5
5. High-Frequency Data Analysis and
Market Microstructure: Bid–Ask Spread, Modeling Volatility and Risk 4
Empirical Characteristics of Transactions Data,
High-Frequency Data Analysis and
Models for Price Changes, Duration Models 4
Market Microstructure
6. Modeling Credit Risk: Corporate
Liabilities as contingent claims, Endogenous Modeling Credit Risk 4
default boundaries and optional Capital
Derivative Pricing 4
Structure, Intensity Modeling, Rating based
term-structure models, Credit risk and interest- Report Writing 1
rate Swaps, Modeling dependent defaults
Total 30

222
 Marketing Business Analytics

Course Code : SL BA 606 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To equip students with an understanding of the "importance and role of marketing analytics” in
modern business enterprises and how business firms can take advantage of marketing analytics.
Further, for students who wish to specialize in analytics, the course provides a strong foundation in
the application of marketing analytics with analytical platforms.
Learning Outcomes:
At the end of the course the student should be able to
1. Explain the importance of marketing analytics and applications.
2. Handle the available business information/data more efficiently.
3. Use analytical tools like MS Excel, R and others efficiently in order to take managerial
decisions more effectively

TEXT BOOK AUTHOR / PUBLICATION

Marketing Analytics : Data Driven Techniques Wayne. Wintson, Wiley Publication

with Excel

REFERENCE BOOKS AUTHOR / PUBLICATION

Quantitative Models in Marketing Research Franses Philip Hans and Paap Richard,
Cambridge University Press (2004)

Marketing Models Lilien Gary L, Kotler Philip and Moorthy K.

Sridhar, PHI Learning Private Limited (2009)

Database Marketing: Analyzing and Managing Blattberg Robert C., Kim Byung-Do, Neslin
Customers Scott A, Springer (2008)

Handbook of Marketing Decision Models WierengaBerend (Eds.), Springer (2008)

Advanced Econometric Marketing Models Fok Dennis, ERIM (2003)

Marketing Modeling for New Products Carlos Hern´andez Mireles, ERIM (2010)

Marketing Research: An Applied Orientation Malhotra Naresh K and Dash Satyabhushan,

Pearson (2011)

223
Detailed Syllabus: Models that Connect with Practice, Industry-
Specific Models. Return on Marketing Models,
1. Introduction to Marketing Analytics: Models for the Financial-Performance Effects of
Definition, relevance and scope of marketing Marketing
analytics, recent trends in marketing analytics
10. Report Writing and web analytics
2. Consumer Behaviour: Consumer Decision concepts and comparative search engines:
Making Models, Process Oriented Models of Basics of web analytics and its tools, how
the Consumer Choice Process Google analytics works, (Google adwords)
3. Customer-Centric Marketing Models: key web metrics terms, anchor attach analysis,
Models of Customer Value, Decision Models cross shop analysis, product affinity analysis,
for Customer Relationship Management market basket analysis, Social media analytics :
(CRM), RFM Analysis, Customer Management Twitter text mining using SAS/R

4. Organizational Buying Models: General Cases

Models of Organizational behavior, Group
Choice and Bargaining • An Application of Econometric Models to
international Marketing
5. Price: Microeconomic view of pricing.
Developing demand and cost information for • Customer Tier Programs: actual programs
pricing decisions used by companies such as Bank One, Royal
Bank of Canada, and Viking Office Products
6. Product: Decision Models for Product
Design, New Product Planning, Types of New • Multichannel Customer Management:
Product Situations, The adoption process for Industry example
new products, Aggregate Diffusion Models:
Models of First Purchase, Repeat-Purchase Suggested Schedule of Sessions
Models for New Products, brand switching and No. of
loyalty modelling Topic
Sessions
7. Advertisement and Promotions: Message Introduction to Marketing Analytics 2
and Copy Decisions, Media Selection and
Consumer Behaviour 3
Scheduling, Sales Promotion: Types and Effects
Promotion Models, measuring effectiveness of Customer-Centric Marketing Models 3
retail promotions and warranty analytics, Organizational Buying Models 2
Aggregate advertising models
Price 3
8. Strategy: Marketing Planning and Strategy
Decisions, Managing the Marketing Mix, Product 4
DesigningDatabaseMarketing Advertisement and Promotions 4
Communications, Multiple Campaign
Strategy 3
Management, market share estimation in the
short and long run. Decision Support and
4
9. Decision Support and Implementation: Implementation

Advances in Marketing Management Support Report Writing and web analytics

2
Systems, Implementation, Use and Success of concepts
Marketing Models, Marketing Engineering:
Total 30

224
 Entrepreneurial Development

Course Code : SL EN 601 Sessions : 30

Credit : 3 Semester : III/IV

Objective
To make the student know about entrepreneurship, entrepreneurial behavior, functional areas of
business and their inter-relation. They would understand the risks and rewards of a new venture and
the steps required to start a new venture. After completing the course the student would know what
entrepreneurship is all about, whether it fits in his career scheme and mental makeup or not and
would be equipped with the basic knowledge and confidence to start a new venture.

REFERENCE BOOKS AUTHOR & PUBLICATION

Entrepreneurial Development Khanka, S.S., S. Chand

Dynamics of Entrepreneurship Development V Desai, Himalaya

Entrepreneurship Hisrich - Tata McGraw Hill

Entrepreneurship : Theory / Process / Practice Donald F. Kuratko & Richard M Hodgeth -

Thomson/South Western

Dynamics of Entrepreneurial Development and Vasant Desai - Himalaya Publishing House

Management

Small Business Management An Entrepreneurial Longenecker, Moore Pettr - Thomson /South

Emphasis Western

Harvard Business Review of Entrepreneurship HBR

Detailed Curriculum Ventures Fail, Success Factors or New Venture

Development - Caselet Discussion
Understanding Entrepreneurship:
Introduction, Definitions, History of Entrepreneurship as a Career: Risk
Entrepreneurship, Types of Entrepreneurship, Perception and Mitigation, Entrepreneurial
Advantages and Disadvantages in Motivation, Characteristics of Successful,
Entrepreneurship, Mistakes and Steps to avoid Entrepreneur - Caselet Discussion
them, Entrepreneurship in India - Myths and
Realities, Entrepreneurial Culture, Schools of Leadership: Introduction to Leadership,
Entrepreneurial Thoughts, Scope of Leadership Styles, - Caselet Discussion
Entrepreneurship in the Future Caselet: Is Entrepreneurial Leadership: Entrepreneurial
Entrepreneurship Education Useful
Leadership, Social Entrepreneurship- Caselet
Entrepreneurship Life Cycle: Stages of Discussion
Entrepreneurship (Life Cycle), Why New

225
Entrepreneurship and Creativity: Ideation, Basic Legal Requirements: Legal Issues:
Role of creativity, Barriers to creativity, Forms of Business Ownership, Patents, Trade
Creativity habit, Idea cycle (four phases), How Secrets, Copyrights, Trade Marks and I PR-
to find the perfect idea Caselet Discussion
Entrepreneurship and Innovation: Innovation Legal Acts: Companies Act of 1956, Income
in Marketing, Operations, Organisation with Tax Act, Indian Partnership Act, 1932, Central
Examples, Insight, Humour, Improvisation, Excise Act, Sales Tax Act, Service Tax - The
Differentiation, Four P's of innovation Employee's State Insurance Act 1948, Contract
Enhancing Creativity: Techniques to enhance Act, 1872, Sale of Goods Act, 1930, Negotiable
creativity (Workshop # 1), Brainstorming, Mind Instrument Act, 1881, The Employees Provident
mapping - Techniques to enhance creativity Fund Act 1932,The Payment of Gratuity Act
(Workshop # 2), rapid prototyping, six thinking 1972, Minimum Wages Act, 1948, Payment of
hats Wages Act, 1939, The Payment of Bonus Act,
1965, Shops and Establishment Act, The
Opportunities for Business Ideas: Search for Industrial Disputes Act, 1947
Business Ideas, Opportunities, How to Sharpen
the Ideas, Common Attributes / Selection of Challenges in New Venture Management:
Successful Ideas Getting finance for New Venture, Different
Sources of Financing- introduction, Sources of
Developing Product and Services: Ways to
Equity Financing, Different Sources,
Meet the Opportunity, Research and
Advantages and Disadvantages, Debt Financing
Development for New Product, Technology
Transfer and Management, New Product Managing Finance: Managing Cash, Working
Development Process Capital and its components, Factors influencing
Assessing Business Attractiveness: Areas for Working Capital, Steps in determining cash
Assessing the Business Attractiveness of a New requirement: How much cash should be
Venture, Technical Requirements, Market arranged to meet the WC needs of a firm, How
Analysis, Financial Analysis, Organisation to plug gap in WC requirement, Long term,
Analysis, Competition Analysis Short term, Managing cash flow, Creating a
cash budget, Improving your cash flow
Business Plan Development: Introduction,
Definition/Meaning, Functions, Benefits, Control systems: Controls and Procedures,
importance of business plan – own use/investor, Essence of Control, Material Control, Budgetary
Myths and Realities of Business Plan, The Control, Marketing Control, Management
Requisites of a Good Business Plan, What Control System- Examples/Caselet
Potential investors Look for in the Business
Plan, Why Business Plans Fail Putting it all Together: Making a final
Business Plan: Presentations in groups (each
Finalising the Business plan: Complete group presents on any one topic from the list
Outline of a Business Plan (with useful Hints), given below), Study of problems of finance and
Pre-requisites for successful Project marketing, Study of environmental problem,
Implementation, Banking Guidelines: Loans & Study of tax benefits available from time to
Advances, Letters of Credit & Guarantee, time, Preparation of project report in relation to
Recruiting and motivating the team opportunities available, Survey of Export-
Implementation steps: Pre Implementation oriented small scale units
Steps, Steps During the Implementation Phase, Business Plan Presentation in Groups
Post Implementation Steps- Caselet Discussion

226
Suggested Schedule of
Sessions
No. of No. of
Topic Topic
Sessions Sessions

Understanding Entrepreneurship 1 Finalising the Business plan 1

Entrepreneurship Life Cycle and 2 Implementation steps 2

Entrepreneurship as a Career.
Basic Legal Requirements 1
Leadership 1
Legal Acts 2
Entrepreneurial Leadership 2
Challenges in New Venture 1
Entrepreneurship and Creativity 1
Management
Entrepreneurship and Innovation 2
Managing Finance 1
Enhancing Creativity and Managing 2
and Improving Finances Control systems 2

Opportunities for Business Ideas 2 Putting it all Together: Making a 1

final Business Plan
Developing Product and Services 1
Business Plan Presentation in 2
Assessing Business Attractiveness 1
Groups
Business Plan Development 2 Total 30

227
 Annexure-I

Name : _

Enrollment No. : __________________Class of: _________

IBS Campus : _

To: E-mail : _
The Academic Coordinator
IBS __________________

Elective Courses

Dear Sir

I wish to pursue the following elective courses in Semester ___________.

DO NOT TEAR USE PHOTOCOPIES

S.No. Course Code Course Title

A. Electives

_______________________________ ______________________
Date: Signature of the Academic Coordinator Signature of the Student

Campus Head’s Recommendation

The choices of elective courses are within the permissible framework of course offerings.

__________________________
Date: Signature of the Campus Head

228
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