marketing syllabus 2013-15 final modified on 5-7-13

8/10/2019 Marketing Syllabus 2013-15 Final Modified on 5-7-13

http://slidepdf.com/reader/full/marketing-syllabus-2013-15-final-modified-on-5-7-13 1/60

PGDMiConnect Syllabus

PGDM – Marketing (2013 - 2015)

!M "usiness Sc#oolnstitute $or !ec#nology % Manage&ent

ITM Campus, Plot No.25 & 26, Institutional Area,

Sector – 4, Kar!ar "#$, Na%i Mumai – 4'( 2('

))*)55(( + a- 24(/5(0

email1 ar!ar3itm.eu + esite1 .itm.eu

mailto:[email protected]

http://www.itm.edu/

http://www.itm.edu/

http://www.itm.edu/

mailto:[email protected]



P'! 1 * S+M+S!+ 1

Course Code : 111

Course Title : Managerial Economics

Credit per Course : 3

Contact Hours : 30

Objectives :

• To understand the scope and subject matter of Managerial and Macroeconomics and its relationships with various quantitative and behavioralsciences.

• To understand various concepts tools and techniques of economics with a

view to use them while examining decision-making process of a firm in termsof price and output determination under different market conditions.

• To show how managerial decisions are actually made in the real world.

• To understand the process of growth and development in conomics.

• To understand policy-led development in the !ndian conomy and theprocess of economic reforms and globalisation.

. To understand and analy"e the nvironment of #usiness and its implicationson the growth and development of !ndian economy.

Contents :

• $nalysis of current conomic %ews

• The %ature and &cope of Managerial conomics

• 'ptimi"ation Techniques and %ew Management Tools

• (emand )oncepts* (emand $nalysis + (emand lasticities.

• (emand stimation and (emand ,orecasting* The theory of supply andinteraction between demand and supply.

• The theory of roduction* conomies of scale and scope.

• )ost Theory + stimation* cost concepts.• ricing and output decision erfect competition and Monopoly

• ricing and output decision Monopolistic )ompetition and oligopoly* /ametheory* prisoners dilemma and %ash equilibrium.

• &pecial pricing practices rice (iscrimination* )artel formation* )ost pluspricing** Multi product pricing* Transfer pricing* Mark up pricing* ricing in lifecycle of the product* )ompetitive bidding pricing* eak load pricing

• 0ong 1un !nvestment (ecisions )apital #udgeting

2 ITM, PGDM - Marketing iConnect Syllabus 2013-15



Text oo!:

Managerial conomics - (.%. (ewedi*2th d.* 3ikas ublishing4ouse vt. 0td. %.(elhi. 5667.

1e"erence oo!s :8. Managerial conomics - 1ajesh &rivastava* (ominick

&alvatore* 2th dition 'xford9niversity ress.5667.

5. conomics - &amuelson + %ordhaus* 8:th dition*Tata Mcgrow-4ill ublishing )om. 0td.*%ew (elhi. 5686.

;. Modern conomic Theory - <.<.(ewet* &. )hand + )o. 0td*%ew (elhi. ,irst dition 566=.

>. Managerial conomics - aul /. <eat + hilip. ?oung 2th

dition. earson ublicationducation* %ew (elhi* 566@

= rinciples of conomics - %. /regory Mankiw* 5nd dition* Thomson&outh -Aestern )ollege ublishing.566:.

2 Managerial conomics - / &. /upta* 5nd d.*Tata Ma/raw 4illducation vt. 0td* %ew (elhi 5688




Course Co,e 112

Course !itle ntro,uction to CS % .G

.o/ o$ Cre,its 1

Contact ours(*iel,) 10

Course obecties

• To uil an unerstanin! o concept o CS7, unerl8in! teories an its relate

aspects.

• To enance te capacit8 o e%elopin! strate!ies or compreensi%e CS7 approac

• To e%elop anal8tical ailities o concreti9in! action plans to acie%e !oals

• Te course e-poses a roa ran!e o real:orl issues an elps to e%elop te sills

neee to assist or!ani9ations in creatin! an implementin! sociall8 responsile

practices. It ill enale participants to lea a !loal sustainale usiness. Te course

oul speciicall8 assist in

• ;ainin! tools to anal89e, e%elop, an recommen strate!ic CS7 policies in

or!ani9ation an inustr8

• <ein! ell %erse in e8 CS7 issues : uman ri!ts, en%ironmentalism, sustainale

e%elopment, consumerism, an te role o corporations in politics

• =nerstanin! a ie ran!e o accountailit8 issues an !o%ernance proceures in

te conte-t o social contact

!et "ook

'$ Corporate Social 7esponsiilit8 : Concepts an Cases, te Inian

#-perience #1C> <a-i & A?it Prasa

e$erence "ook

'$ Corporate Social 7esponsiilit8 in Inia : San?a8 .K. A!!aral

2$ CS7 : Maumita Catter?eee "@-or

=ni%ersit8 Press: irst pulise in

2('' secon impression 2('2$

)$ CS7 : Concepts an Cases # <8 C> <a-i

an A?it Prasa, "#-cel <oos, irst

#ition in 2((5$




Course Co,e 121

Course !itle *inancial 'ccounting % 'nalysis

.o o$ Cre,its 3

Contact ours 30

Objectives:

To understand the scope and limitations of ,inancial $ccounting and ,inancial $nalysis. To show how the final accounts are prepared as per /$$ and how theprofitBloss and financial position of the firm gets affected by various accountingpractices relating to depreciation* various adjustments etc. To understand how toread and interpret information given in the final accounts of the firm. !t is alsointended to show the inter firm comparison. The ,inancial $nalysis will help thestudent to measure the performance in various areas like 'perating performance*,inancial performance* 'verall performance etc. !t also teaches* how to interpret'ff balance sheet items. To understand the significance of )ash flow B,und ,low&tatement from the view point of a )ompany.

Contents:

• (epreciation and different methods of providing depreciation

• Meaning of &tock and their valuation

• rovisions and 1eserves

- rovision for (epreciation- rovision for Taxation

• ,inancial &tatements of )ompanies as per 1evised &chedule 3! of the)ompanies $ct*87=2

• !ntroduction and the Tools + Techniques of ,inancial $nalysis

- )omparative &tatement- )ommon &i"e &tatement- Trend $nalysis

• 1atio $nalysis

• ,und ,low &tatement

• )ash ,low &tatement

Text oo!:

'. ,inancial $ccounting for Management - (.(. 4arsolekar* Multitechublishing*5nd dition* 5686

#e"erence oo!s:

8. $ccounting for Management - &.%.Maheshwari* 3ikasublication* 5688

5. ,inancial $ccounting - Tulsian* TM4*566@

). ,inancial $nalysis for Management (ecision- M. &arnagadharan* 5688* 4!

4. ,inancial $ccounting for Management - aresh &hah* 'xford

ublication* 5nd dition* 568;




Course Co,e 131

Course !itle Marketing Manage&ent

.o o$ Cre,its 5

Contact ours 50

becties

• e%elop an introuctor8 unerstanin! o maretin! an its role in moern

or!ani9ations, te econom8, an societ8 at lar!e.

• Introuce te main concepts, principles, an terminolo!8 o maretin!0

• Stu8 en%ironmental orces inluencin! maretin! ecisions, consumer ea%iour

an amiliari9e stuents it te main elements o eecti%e maretin! strate!8.

Contentsntro,uction to &arketing

• =nerstanin! maretin! in a ne perspecti%e

• A usiness maretin! perspecti%e

• #:maretin! in 2'st centur8

• Bi! tecnolo!8 maretin!

• ;loal perspecti%e to maretin!

"uil,ing custo&er satis$action alue % etention

• Creatin!, communicatin! & eli%erin! %alue

• Mana!in! relationsips in Consumer & <2< Maretin!

Strategic 6lanning in &arketing

• Strate!ies pertainin! to consumer an <2< marets

• Strate!ies across ierent !eo!rapic ounaries

Marketing n$or&ation syste&

Scanning &arketing eniron&ent

• omestic an !loal

Consu&er 7 rganisational buying be#aiour

Co&6etition 'nalysisMarket seg&entation !argeting % Positioning

Marketing $$ering

ntro,uction to &arketing &i

Pro,uct7Serice strategy in Consu&er an, "2" &arket

• Prouct le%els

• Prouctser%ice ierentiation an positionin!

Pricing strategy in Consu&er an, "2" &arket

• Importance o pricin!

• actors inluencin! pricin!




• @?ecti%es o pricin!

• Pricin! process

• Aaptin! te price an responin! to price can!es

Designing an, &anaging integrate, &arketing co&&unications

• eciin! consumer an usiness maretin! communications mi-

eac#ing out to custo&er

• esi!nin! an mana!in! %alue netors an cannels

7ole o suppl8 cain in <2< Maretin!

Managing a #olistic &arketing organi9ation

!et "ook

'. Maretin! Mana!ement : A Sout Asian Pilip Kotler, Ke%in Keler,

Perspecti%e Araam Kos8 & Mitilesar Da,'2eition, 2((, Pearson #ucation, Ne

eli

e$erence "ooks

'. Maretin! Mana!ement

;loal Perspecti%e Inian Conte-t : 7amasam8, >.S. an Namaumari, S.

4t #ition 2((/, Macmillan Inia, Cennai

2. Principles o Maretin! : Pilip Kotler, ;ar8 Armstron!, Praulla

Mana!ement A!niotri & #sasn BaEue, ')t #ition,

Pearson #ucation, Ne eli

). MKT; : Fam, Bair, Sarma & Mcaniel,Cen!a!e Fearnin!, 2('2

4. unamentals o Maretin! : Stanton, #t9el an Galer, 2((6, ')t #ition

Tata Mc;ra Bill, Ne eli

5. Introuction to Maretin!

Mana!ement : Arian Palmer, 2((, @-or

=ni%ersit8 Press, Ne eli

6. Maretin! Mana!ement : C9inota, Micael. 7., Kotae, Masaai,

2n #ition, 2((, Tomson Asia, Sin!apore

. Maretin! Mana!ement : Fal 7a?ee% & Huelc Don A., 4t #ition,

2((, TATA Mc;ra Bill, Ne eli

*. Maretin! Mana!ement : Fam, Bair, Mcaniel, t #ition, 2((4,Tomson Sout Gestern

/. Maretin! Mana!ement : 7o!er Kerin, Ste%en Bartle8, #ric <eroit9,

Gilliam 7uelins, *t #ition, 2((, TATA

Mc;ra Bill, Ne eli

'(. ;loal Maretin! : S%en Bollensen, Pearson,

)r #ition, 2((.

'(. <usiness to <usiness Maretin! : u8 ; Pilip, >ision <oos, '//4.

''. Maretin! : Paul <aines, Cris ill & Kell8 Pa!e,

@-or Pulication, 2(')

: ITM, PGDM - Marketing iConnect Syllabus 2013-15



Course Co,e 141

Course !itle Managing Peo6le an, rgani9ation - l

.o/ o$ Cre,its 5

Contact ours 50

bectie

To unerstan mana!ement unctions an process an urter to amiliari9e temsel%es

it current practices an contemporar8 e%elopments in !eneral mana!ement.

To e%elop an unerstanin! o ini%iual ea%iour in te or!ani9ations as a ole, an

to pro%ie an insi!t into te Interpersonal an ;roup ea%iour at or place or

eecti%e people mana!ement an or!anisational eecti%eness

Content

4. Introuction to Mana!ement, Mana!ers Callen!e, our Mana!ment unctions

5. Mana!erial Sills an 7oles an its impact on emplo8ee in%ol%ement an

or!anisational eecti%eness

6. @r!ani9ations in te Ne #conom8, Mana!ers in te Ne Gorplace

. Plannin! unction1 Mana!erial Plannin! & ;oal settin!, Concept o >ision, Mission

an State!8 an teir role in eecti%e !oal settin!, Mananerial Plannin! Process,

Strate!8 ormulation an Implementation, Mana!erial ecision main!

*. #-ternal & Internal #n%ironment, Strate!ic Plannin! & Mana!ement

/. @r!anisin! unction1 actors aectin! an sapin! @r!anisation structure, #lementso @r!anisin! @r!anisation Structure, T8pes o @r!anisation Structure

'(. Feain! or Bi! Perormance1 Nature an Scope o Feaersip, Feaersip %ersus

Mana!ement

''. Mana!erial Control1 @%er%ie o Mana!erial Control process, @r!anisational control

ocus an eecti%eness, Can!in! Pilosop8 o control, Mana!erial Control

process, T8pes o mana!erial Control,

'2. #tics & CS71 Concept o <usiness #tics an Corporate Social 7esponsiilit8 an

its rele%ance in toa8s time.

'). Issues an Callen!es o Gomen in Mana!ement

'4. THM1 Introuction to Total Hualit8 mana!ement, 7ecent trens in THM'5. Inno%ation & Tecnolo!8 Mana!ement1 7elationsip eteen Tecnolo!8 an

Inno%ati%e usiness practices

'6. Introuction to @r!anisational <ea%iour, @< Moel, Callen!es an @pportunities

o @<

'. Fearnin!1 Introuction to Fearnin!, <asic Teories o Fearnin!, Concept o Ault

Fearnin!

'*. Perception an ecision Main!1 Concept o perception, Perceptual Process,

Perception an Ini%iual Mana!erial ecision Main!, Application o Perception

in mana!ement

'/. Personalit81 Introuction to Personalit8, Personalit8 Traits, eterminants o Personalit8, Teories o Personalit8, Personalit8 attriutes inluencin! @<

; ITM, PGDM - Marketing iConnect Syllabus 2013-15



2(. Moti%ation1 An @%er%ie o Moti%ation, T8pes o Moti%ations, <asic Teories o

Moti%ation,

2'. Transactional Anal8sis 1 Introuction to Transactional Anal8sis, =nerstanin!

Transaction, Stroes, #!o states, Application o Transactional Anal8sis

22. ;roup an Team 8namics1 ;roup: Introuction, ;roups in @r!anisation, Sta!es o

!roup ormation an e%elopment, T8pes o teams

2). Poer an Politics1 Concept o Poer, <ases o Poer, @r!anisation Politics an

Poer, actors Contriutin! to Political ea%iour

24. Conlict Mana!ement1 =nerstanin! Conlict, >ies on Conlict, T8pes o Conlict,

Conlict 7esolution TecniEues

25. @r!anisational Culture1 einition, Creatin! @r!anisational Culture, @r!anisation

culture an its relation it or!anisational eecti%eness

26. Can!e Mana!ement1 Meanin! & T8pes o @r!anisational Can!e, 7esistance to

Can!e, Feins tree step Moel or Can!e Mana!ement, iel orce Anal8sis

!et "ook

Mana!ement & @r!anisational : P. Sua 7ao, Bimala8a

<ea%iour Pulisin! Bouse, 2n #ition, 2('2

e$erence "ooks

'. Mana!ement & @r!anisational : 7ames < 7uani, Tata Mac ;ra Bill,

<ea%iour 'st #ition, 2(''

5. Mana!ement : Karminer ;uman, K Asatappa, Mc

;ra Bill, 'st #ition, 2('(

6. Mana!ement : Stepen P. 7oins, Mar8 Coulter,

Pearson, /t # ition,2((*

. Mana!ement Principles, Processes, : Anil <at, Ar8a Kumar,

an Practices @-or, 'st #ition 2((*

*. Mana!ement : Don 7. Scermerorn, Gile8 Inia, *t

#ition 2((6

/. Contempror8 Mana!ement : ;aret 7. Dones, Dennier M. ;eor!e, Tata

Mc;ra Bill, 'st #ition, 2((/

'(. @r!anisational <ea%iour : M. Pare, 7 ;upta, Mc;ra Bill, Ne

eli, 'st #ition, 2('(

''. @r!anisational <ea%ior : S P 7oins, T A Du!e, N >ora, PBI,

'4t #ition, 2('2, Ne eli

'2. Mana!ement an @< : F Mullins, Pearson, t #ition,

2('', Ne eli

'). "usiness rgnisation an, - </=/ =aul Pearson

Manage&ent 1st +,ition .e> Del#i 2012

? ITM, PGDM - Marketing iConnect Syllabus 2013-15



Course Co,e 151

Course !itle MS % "usiness ntelligence

.o/ o$ Cre,its 5

Contact ours 50

becties

J To learn o to use an mana!e a %ariet8 o inormation s8stems to re%itali9e

usiness process, impro%e mana!erial ecision main!.

J To learn o inormation tecnolo!8 can !i%e a usiness a strate!ic tecnolo!8

platorm an to learn te importance o usiness intelli!ence.

Contents

• Inormation s8stems in !loal usiness toa8

• # – <usiness1 Bo <usinesses use Inormation S8stems

• #tical an Social issues in Inormation s8stems

• IT Inrastructure an #mer!in! Tecnolo!ies

• ounations o usiness Intelli!ence1 ataases an Inormation Mana!ement

• Telecommunications, te Internet, an Gireless Tecnolo!8

• Securin! Inormation S8stems

• # – Commerce1 i!ital Marets, i!ital ;oos

!et "ook

'$ Mana!ement Inormation S8stems – Mana!in! te i!ital irm:Kennet C.

Fauon & Dane P. Fauon : ''t eition, Pearson

e$erence "ooks

'. Mana!ement Inormation S8stems1 : Dames A @<rien, ;eor!e M Maraas &

7ames <el,'2t #ition, Tata Mc;ra:Bill.

2. ecision Support & <usiness : #i!t #ition, Pearson

Intelli!ence S8stems #raim Turon, Da8 #.Aronson,

Ten!:pen! Fian! & 7ames Sara

). Mana!ement Inormation : Dames A @rien, 5t #ition, Tata Mc;ra: Bill

4. S8stem1 : Mana!in! Inormation Printe in =SA, 2((2.

Tecnolo!8 in te #: <usiness #nterprise

5. Mana!ement Inormation S8stems : a%is an @lson, 2n #ition, Mc;ra:Bill,

Inia, '/*5.

6. Mana!ement Inormation S8stems1 : #8 o9 : 6t eition – Cen!a!e Fearnin!

. #nterprise 7esource Plannin! : Ale-is Feon – Secon #ition – Tata

Mc;ra Bill em8stiie

*. ata areousin!, ata Minin! : Ale- <erson, Stepen D.Smit & @FAP

/. Bo to o e%er8tin! it : Bart:a%is Tata Mc;ra BillMicrosot #-cel 2((




Course Co,e 181

Course !itle Decision Sciences - l

.o/ o$ Cre,its 3

Contact ours 30

Course bectie

Tis course is esi!ne to enale to stuents to stu8 an appl8 %arious tecniEues o

Statistics or <usiness. Particular #mpasis is !i%en so tat te stuent can moel

usiness situations into Matematical orms an sol%e te same. The techniques and

mathematical tools they will learn from the course will help them become successful

managers.

Stuents nee to e son te rele%ance o Statistics, te rame o reerence or usiness

Statistics soul e te unctional areas o usiness: tat is accountin!, economics an

inance, inormation s8stems, mana!ement an maretin!. Te ocus in teacin! eac

topic soul e on its application in <usiness, te interpretation o results, te

presentation o assumptions, te e%aluation o te assumptions. Mae te stuents

amiliar it te sotare use in te <usiness orl.

e course as een esi!ne to enale te stuent to stu8 an appl8 %arious tecniEues

o operations researc in usiness orl.

#mpasis a%e een !i%en to conceptual unerstanin! o te topic so tat te stuents

can moel usiness situations into matematical moels an reac to a ecision.

Tis course ill i!li!t te eneits o Euantitati%e approac to ecision main! or oto reac to an optimal ecision in te li!t o uncertain or ris8 en%ironments.

Anal8sis, Interpretation an Conclusion rain!.

C@S+ C.!+.!S

'. Introuction to Statistics1 escripti%e an Inerential Statistics

2. Measures o Central Tenenc8

). Measures o ispersion

2. Measures o Association

'4. Teor8 o Proailit8 1 Proailit8 istriutions

'5. ittin! o istriution an Testin! o B8potesis

'6. Matematics o inance

'. @ptimi9ation TecniEues 1 =se o Ma-ima an Minima in tain! usiness le%el

ecisions.

'*. orecastin! TecniEues 1 Huantitati%e Metos o orecastin!, Time Series Anal8sis.

'/. eterminant an Matrices

2(. Statistical Anal8sis 8 usin! #-cel seets.

'2. Introuction – 7ole o Huantitati%e Anal8sis in ecision Main! an @perations




7esearc TecniEues teir Nature an Caracteristics eature.

'). Teor8 @ ;ames

'4. Finear Pro!rammin!

'5. Transportation Moels

'6. Assi!nment Moels

'. Simulation

'*. ecision Teor8

'/. Hueuin! Teor8

2(. Ine- numers

2'. #-cel applications usin! sol%er

!et "ook'$ Huantitati%e TecniEues in Mana!ement : N >ora, Tata Mc;ra Bill

#ucation, 4t #ition

e$erence "ooks

'$ @peration 7esearc : Bam8 A. Taa, *t #ition, 2((*,

Pearson #ucation.

2$ Huantitati%e Anal8sis or Mana!ement : <arr8 7ener, 7alp M. Stair, Dr.,

Micael #. Banna, T N <ari, '(t

#ition, 2((/, Pearson, #ucation.

)$ Huantitati%e Metos or <usiness : Anerson, Seene8 & Gilliams,Cen!a!e Fearnin!, /t #ition, 2((*.

4$ #ssentials o @perations 7esearc – K Sriara <at, 'st #ition, 2((

& Huantitati%e TecniEues Bimala8a Pulisin! Bouse.

5$ @perations 7esearc : Al!oritms an Applications –

7atinra P Sen, 'st #ition,

2('(, PBI Fearnin!s.

6$ Huantitati%e TecniEues or – 7 < Kanna, 'st #ition, 2((, PBI

Mana!erial ecisions Fearnin!s

$ @perations 7esearc : S Sarma, '5t #ition, 2((, Kear

Nat 7am Nat, Meerut.*$ Applie statistics : ;upta an Kapoor,2('' , Sultan Can

an co, Ne eli

/$ Applie Statistics in <usiness : oane. Tata Mac;ra.

& #conomics

'($ Statistics or Mana!ement : Fe%in an 7uin, Pearson




Course Co,e 1:1

Course !itle "usiness Co&&unication

.o/ $ Cre,its 3

Sessions 30 #rs

becties

J Ienti8 te importance an nee o communication in usiness.

. orms o usiness communication.

. escrie role o usiness communication in or!ani9ations.

. Cannels o communication netor in or!ani9ations.

. Process o communication.

. Communication callen!es o te orplace.

. imensions o usiness communication sills.

. Communication arriers an steps to o%ercome tese arriers.

Contents

• Communication In <usiness : Importance & process

• Non >eral Communication – %eral & Non >eral

• Team Communication

• Fistenin! Sills – #ecti%e listenin!.

• <usiness @ral Interactions

• <usiness Meetin!s an iscussions

• #tiEuette A%anta!e in <usiness Communication

• Do Inter%ies

• <usiness Presentations

• Gritin! or Impact

• Gritin! 7outine <usiness Messa!es

• Gritin! Ne!ati%e <usiness Messa!es

• Gritin! <usiness 7eports

• Gritin! <usiness Proposals

• Gritin! Do Applications An 7esumes

!et "ooks

'. <C@M GBATS INSI# : Feman, urene, Sina, Cena!e learnin!.

2N #ition. 2('2.




e$erence "ooks

'. <usiness Communication, : Bor8 Sanar Muer?ee. @-or

connectin! At or. =ni%ersit8 Press, 'st #ition.

2. Communication Sills : Feena Sen "Secon #ition$ LPrentice:Ball

o Inia Pri%ate Fimite, Ne eli

). <usiness Communication Strate!ies : Mattuutt8 M. Monippall8 LTata

Mc;ra:Bill, Ne eli

4. <asic <usiness Communication : Fesiar & latle8 "Tent #ition$ LTata

Mc;ra:Bill, Ne eli

5. Te essence o eecti%e communication: on Fulo & er!us Panton Prentice:

Ball o Inia Pri%ate Fimite, Ne eli

6. Tecnical Communication : Meenasi 7aman & San!eeta Sarma

"2n #ition$. @-or =ni%ersit8 Press.

. Communication Sills : San?a8 Kumar & Pusp Fata. @-or

=ni%ersit8 Press




Course Code : 1$%

Course Title : &nsig't (essions &

)o. o" Credits : 3

Contact Hours : 30

Objectives:C To /room 'neDs 'verall ersonality.C To understand the importance of ositive ersonality because ersonality is

a signal others read.C To understand E4'AF to bring transformation in my personality.C To understand the 1!/4T personality for the corporate G'#.C The importance of ersonality Traits and soft skills in the early stages and

future career advancement.C To know* understand and incorporate the characteristics of different

personality attributes.C To figure of EAhatDs May ersonalityF through ersonality Tests.C 4armonious (evelopment of the ,ive (imensions of 4uman ersonality H

hysical &elf* &piritual &elf* !ntellectual &elf* motional &elf and &ocial &elf.C To understand why soft skills are emerging as a key differentiator today and

how it complements hard skills.C 9nderstanding 0eadership through the 'A1 of ('!%/C (eveloping effective communications skills H The ower of xpressions.C !ncrease )reativity* !nnovativeness and ersonal ffectiveness +

roductivity.C 9nderstanding the 3alue of 3alues and ersonal thics* !nter personal1elations and to discover the 4ero Aithin.

Contents:

C 1esearching ?our $udience

C (etecting #ias

C $naly"ing $udience personalities and thinking processes

C lanning presentation content

C &etting &M$1T 'bjectives and using them to filter agenda

C &electing right communication channel

C !dentifying otential $udience Iuestions

C &cript editing for presentations

C Making presentation content memorable

C ,acing a 4ostile $udience 8=

C (eveloping &)1!T for the strategic presentation.

C $dapting information for slide shows




Text oo!:

(tud* material given b* t'e resource person.

#e"erence oo!s:

8J resentation &kills for Managers - Gennifer 1otondo Mike 1otondo*Mc/raw-4ill

5J resentations in $ction @6Memorable resentation 0essonsfrom the Masters - Gerry Aeissman* earson

;J resentation Ken - /arr 1eynolds* %ew 1yders

>J The power presenter - G11? A!&&M$%* Gohn Ailey+&ons* !nc.

=J resentation secrets of &teve Gobs - )armine /allow* Mc/raw-4ill

2J slidelology T4 $1T $%( &)!%)', )1$T!%/ /1$T1&%T$T!'%& - %$%)? (9$1T* 'D1eilly




P'! 2 * S+M+S!+ 1

Course Code : 113

Course Title : Macro Economics and +egal ,spects o" usiness

)o. o" Credits : 3

Contact 'ours : 30

Objectives :

• To understand the process of growth and development in conomics.

• To understand and analyse the components of #usiness nvironment.

- To understand policy-led development in the !ndian conomy and theprocess of economic reforms and globalisation.

• To understand legal environment of #usiness.

Contents :

• %ature and &cope of Macro conomics.

• %ational !ncome concepts Measurement and significance.

• <eynes Theory of !ncome and employment.

• conomic nvironment.• olicy nvironment ,iscal policy* 9nion #udget and Monetory policy.

• $natomy of inflation.

• !mportance of Mercantile law.

• !ndian )ontract $ct* 8@:5 !ntroduction* xplanation of certain Terms*

essentials of 3alid contract. )apacity to contract* consideration and freeconsent* void and voidable contracts erformance of contracts. 1ight and0iabilities #reach of contract* penalties and damages

• Iuasi contracts* contingent contracts

• &ale of /oods $ct* 87;6 'verview -meaning of sale - transfer of ownership

• )onditions and warranties 1ights of unpaid vendor

• %egotiable !nstruments $ct* 8@@8 (ifference between negotiation*

transferability and assignment %egotiable !nstruments

Text oo!:

8. Macro conomics Theory and policy - Third dition 566@. Tata Mc/raw 4ill.

#e"erence oo!s:

8. Modern conomic Theory - <. <. (ewett* &. )hand and

1: ITM, PGDM - Marketing iConnect Syllabus 2013-15



)ompany 0td.* %ew (elhi* Twenty,irst dition* 566=.

5. #usiness nvironment - ,rancis )herunilam* 4imalayaublishing 4ouse* Mumbai*,ourteenth dition* 566@.

;. ssentials of #usiness nvironment- <. $swathappa* 4imalayan

ublication. Mumbai* 86th dition5667.

>. conomics - 0ipsey + )hrystal- !ndian ditionL88th J*'xford 9niversity ress.

=. conomic nvironment of #usiness - &.<. Misra + 3.<. uri H 4imalaya

ublication 4ouse* Mumbai. 2th revised + nlarged dition*5686.

1; ITM, PGDM - Marketing iConnect Syllabus 2013-15



Course code : 1%%

Course Title : Cost Management ,ccounting

)o. o" Credits : /

Contact 'ours : /0

Objectives:

To apprise the students with cost and management accounting techniques*methods + processes. To acquaint the students with the fundamental conceptsand notions which have an implicit bearing on managerial decision making. Toprove how accounting systems and accounting information are structured for managerial planning* decision-making and performance evaluation. Tounderstand the importance of and technique of cost control

Contents :• !ntroduction to )ost $ccounting

• )lassification of )osts and )ost &heet

• Material Management and $ccounting for materials

- !ssue control

- Material control

- Material losses

• $ccounting for 0abour

- Types of 0abour )osts*

- Methods of 1emuneration*

- Treatment of overtime* fringe benefits* idle time etc

- 0abour Turnover

• $ccounting for 'verheads

• )ost )ontrol and )ost 1eduction

- #udgets and #udgetary )ontrol

- &tandard )osting

• (ecision Making

- Marginal )osting and )3 $nalysis- 1elevant )ost $nalysis

Text oo!s :

• )ost accounting- Theory + ractice - #habatosh #anerjee 85th edition*

4! 566@

#e"erence oo!s :

• Management $ccounting - &uhinder #hat* xcel #ooks* 5667

• )ost $ccounting - Gain + %arang* <alyani ublishers*

5667

1? ITM, PGDM - Marketing iConnect Syllabus 2013-15



Course Co,e 132

Course !itle Consu&er "e#aiour an, CM

.o o$ Cre,its 4

Contact ours 40

becties

J To mae te stuents unerstan te eect o personal traits an social inluence on

te ea%ior o te consumer, ic can e use or eciin! on te proper

maretin! strate!8.

• e%elop an introuctor8 =nerstanin! o C7M an its role in moern

or!ani9ations an societ8 at lar!e.

• Introuce te main concepts, Principles, an terminolo!8 o C7M an 7ole o IT.

•

Stu8 eect o C7M inluencin! maretin! ecisions, consumer ea%ior anamiliari9e stuents it C7M as a tool to eecti%e maretin! strate!8.

Contents

J Consumer ecision Main! Process

J Consumer Perception, In%ol%ement & Memor8

J Consumer Moti%ation an Personalit8

J Perception, Conitionin! an Fearnin!

J <elie, Attitue an <ea%ior

J Communication an Persuasion

J ;roup 8namics an Consumer 7eerence ;roups

Social Class, amil8.J Culture & Suculture

J Bouseol ecision main!

J iusion o inno%ations

Consumerism

• Introuction to C7M an #:C7M in 2'st Centur8 – Its rele%ance an Importance

• Implementation o C7M

• 7elationsip Mana!ement in <2< commerce

• Application o C7M in %arious inustries

• Customer lie C8cle Mana!ement it e C7M

•Prosumer an Co: Creation

!et "ook

'. Consumer <ea%iour : Feon Sciman & Feslie Kanu, /t #ition,

Printice Ball, Ne eli, 2((.

2. Consumer <ea%iour & : A usiness !uie to C7M <8 Dill

Te C7M Banoo 8ce:'(t e 2('' Pearson #ucation Inc.

e$erence "ook

'. Consumer <ea%iour : Satis K. <atra an Ka9mi, #-cel <oos, 2('(

2. Consumer <ea%iour : A Mana!erial Perspecti%e 8 Da!is Set,2n#ition, Tomson Soutest




Fearnin!, 2((4.

). Consumer <ea%iour : Benr8 Assael, 6t #ition, Tomson

Soutest Fearnin!, 2((6.

4. Consumer <ea%iour : A usiness !uie to C7M <8 Dill 8ce:'(t

an Te C7M Banoo e 2('' Pearson #ucation Inc.

Bains, <est, /t #ition, 2((. TataMc;ra: Bill.

5. Consumer <ea%iour : Su?a Nair, 'st #ition, 2((6, Bimala8

in Inia Perspecti%e a Pulication

6. Consumer <ea%iour : Satis K. <atra an Ka9mi, #-cel <oos, 2('(

. Consumer <ea%iour : A Mana!erial Perspecti%e 8 Da!is Set,

2n #ition, Tomson Soutest

Fearnin!, 2((4.

*. Consumer <ea%iour in : Sri%asta%a K.K. & Kanal Su?ata, 'st Inian Conte-t #ition, 2((5, ;al!ltia Pu "P$ Ft. Inia.

/. C7M at te spee o li!t : Capturin! an eepin! customers in Internet

7eal Time: Paul ;reener! )r #ition, 2((5,

Mc ;ra Bill.

'(. @nline Maretin! 1 Customer Fe – ;a8 7icar, Carlesort, Alan, 2n #ition,

2((, @-or =ni%ersit8 Press.

'' Te C7M Banoo : A usiness !uie to C7M <8 Dill 8ce:'(t

e 2('' Pearson #ucation Inc.

'2. Customer 7elationsip Mana!ement – ;ettin! it 7i!t, 8 Duit G. Kincai: 'st e

2('' Pearson #ucation Inc.

'). Consumer <ea%iour & <ranin! : S. 7ames Kumar , Pearson , 2(''




Course Co,e 133

Course !itle Sales Manage&ent

.o o$ Cre,its 3

Contact ours 30

becties

J @utline te unctions uner te sales mana!ement suc as sales orce aministration

& control, territor8 esi!n, sales tar!et i-in!, sales orce moti%ation

J Pro%ie an opportunit8 to e!in e%elopin! te anal8tical an implementation sills

neee or eecti%e ecision main! in sales

Contents

J @%er%ie o te Sales Mana!ement Process

J Te Process o <u8in! an Sellin!

J eman #stimation an Sales HuotasJ Sales Territories

J Selection an 7ecruitment o sales personnel

J Trainin! an e%elopment o sales personnel

J Sales Perormance1 Moti%atin! te Sales orce

J Super%ision o sales personnel

J Mana!ement o sales personnel

J Compensation an Incenti%e scemes

J @r!ani9ation o sales sta

J Cannel polic8 & mana!ement

J Cannel structure, moti%ation & conlicts

!et "ook

'. Sales Mana!ement : Stanton, Spiro an 7ic,

Tata Mc;ra:Bill, Ne eli.

2. Sales & istriution : Tapan Pana & Sunil Sae% @-or, 2((/

e$erence "ooks

'. Mana!ement o a Sales orce : Stantion, Spiro an 7ic, TMB

2. Sales & istriution Mana!ement : Pana, @-or, 2((/

). Sales Mana!ement : Carles M utrell C Tompson

Pulication, 2(('.4. Sales Mana!ement : 7oert D. Cal%in C Tata Mc.;ra Bill, 2((2

5. Sales & istriution Mana!ement : Tapan K. Pana & Sunil Saae% C @-or

=ni%ersit8 Press, 2((6

6. Sales & Sales Mana!ement : 7alp G. Dacson & 7oert . Bisric

Prentice:Ball, '//6.

. Sales Mana!ement : ou!las D. alr8mple, Gilliam Cro an

Tomas ecorlo C Gile8 Pulication, 2((

*. Sales Mana!ement1Teor8&Practice: <ill onalson, Pal!ra%e, 2((.

/. Sales Mana!ement in te Inian : ;upta >. . : #astern #conom8 #ition,

Prespacti%e 2(((.

'(. Sales Mana!ement : Still, Cuni & ;o%oni, #astern #conom8#ition, 2((6




Course Code : 1%

Course Title : Managing eople Organisation &&

)o. o" Credits : 1

Contact Hours : 10

Objective:

• To e2uip (tudents in t'e area o" Emplo*ee Counselling and uidance

- To understand t'e issues and c'allenges o" H# "rom (ervice (ector erspective.

- To understand t'e implications o" lobal usiness practices 4it'special re"erences to H#M perspective on Outsourcing5 6iversit*Management5 reen H# etc.

Content:

• mployee )ounselling- $n 'verview

• &elf development 'f Managers as )ounsellors* (evelopment of )ounselling&kill

• )ounselling !nteractions in 'rgani"ations* Type of )ounselling + )ounsellor $ttitudes

• Managing (iverse workforce with &pecial reference to /ender

• 41 in &ervice &ector- $n 'verview*!ssues and )hallenges* mployee1etention &trategies and 41 in service quality

• 41 'utsourcing 'verview of 41' in todays climate B links to 41 strategy

and Transformation* 1easons for outsourcing Make or #uyN &cope of outsourcing 41'* &uccess criteriaB 3ital $spects of 41 'utsourcing*'utsourcing for the 41 rofessional* )onsulting $pproach to the 41,unction

• /reen 41M !ntroduction to /reen 41M* mlployee involvement in thedevelopment of the /reen ractice )hanging mindsets and /etting themessage across* mployee contribution to green office culture* $ppreciationand 1ewarding good environmental practices

Text oo!:

8J 4uman 1esource Management - <. $swathapa* 2th dition* 5686* TataMc /raw4ill.

#e"erence oo!s:

8. 41 in &ervice &ector - /. Gegadeesan* !),$! 9niversity ress*ndian erspectives 8st dition* 566@.

5. )ases in )all )entre Management - 1. ,einberg* <o (e 1uyter* /reat !deasat work 0ynne #ennington* 5nd dition*566:.

;. &ervice Management and operations - 4akserver* 1ender* 1ussel +

urdick*pearson* 5nd edition* 566=




>. TIM in &ervices - 1 Mohanty* 8st edition* 566@ Gaicoublications 566@

=. Mastering of #usiness $&!$ 41M - 4ugh #ucknall + 1eiji'htake* Ailey!ndia 0td* 5nd dition* 5662

2. /uidance and )ounselling - $sha <. <inra* earson. !st dition*566@

$. erformance $ppraisal and)ounseling - antulu* 1eddy + 1amana* 4imalaya

ublishing 4ouse

7. &ervices Management - 3asanti 3enugopal* 1aghu 3.% 8stdition* 566:* 4imalaya ublication

7. )ounselling &kills for Managers - <avita &ingh* rentice 4all of !ndia vt

0td * 8st dition*566:




Course Co,e 152

Course !itle ',ance +AC+B % <"'

.o/ o$ Cre,its 1

Contact ours 10

Bearning bectie

Te course as een esi!ne to enale a participant to sol%e usiness prolems usin!

%arious a%ance tools in Microsot #-celO.

escription

In tis orsop te participant ill e-plore te a%ance e-cel unctions tat are

reEuentl8 use to aress inancial an usiness prolems. A Moule on ><A macros

ill e co%ere tat ill eEuip te participant it sills

to uil customise unctions to sol%e prolems it minimal pro!rammin! nole!e.

Te course is i%ie into our Moules eac. #ac Moule ill ocus on anserin! 1oto rater tan Qat to. Te approac ill e case stu8 ase interacti%e learnin!.

#-ercises ill e !i%en to participants to carr8 out sel:ase learnin!.

Contents

'. A%ance #-cel unctions

2. A%ance #-cel eatures

). Macros, =ser eine unction an ><A Pro!rammin!

4. Inte!rate Case stuies an inancial applications o te tools an a%ance e-cel

eatures

!et "ook'$ Bo to o e%er8tin! it

Microsot #-cel 2(( : Bart:a%isTata Mc;ra Bill

e$erence "ooks

'. Microsot @ice #-cel ata

Anal8sis & <usiness Moelin! : Ga8neF Ginston, Prentice Ball o Inia, 2('(

2. <uilin! inancial Moels it

Microsot #-cel : K. Scott Proctor, Gile8 Inia, 2n #ition

). Step 8 Step Microsot @ice

#-cel 2(( : Curtis . r8e, Prentice Ball o Inia

4. Microsot @ice #-cel 2(( : Kat8 Dacos, Gile8 Inia, 2((*5. Microsot #-cel & ><A

Pro!rammin! or Asolute <e!inners uane <rinaum, PBI, 2((2

6. Microsot #-cel 2('( Poer

Pro!rammin! it ><A : Don Galenac, Gile8 Inia, 2('(

. Microst #-cel 2(( in Simple Steps: ;re! Bolen, 2((/

*. Microsot @ice #-cel 2((

or ummies : ;re! Bar%e8, Don Gile8 & Sons, 2((6

/. Masterin! ><A or Microsot

@ice 2(( : 7icar Mansiel, GIle8 Inia 2('(

'(. ><A or Moelers1 e%elopin!

ecision Support S8stem it : Cristian Alri!t, )r #ition, Cen!a!ae

Microsot #-cel 2(( Fearnin! P%t Ft.




Course Code : 162

Course Title : Decision Science II




No. of Credits : 3

Contact Hours : 30

Objective:

• The course has been designed to enable the student to study and apply various techniques of operations research in business world.

• Emphasis have been given to conceptual understanding of the topic so that thestudents can model business situations into mathematical models and reachto a decision.

• This course will highlight the benefits of quantitative approach to decisionmaking or how to reach to an optimal decision in the light of uncertain or

risky environments.• Analysis, Interpretation and Conclusion Drawing.

Content:• Introduction – Role of Quantitative Analysis in Decision Making and

Operations Research Techniques their Nature and Characteristics feature.• Theory Of Games

• Linear Programming• Transportation Models• Assignment Models• Simulation• Decision Theory / Queuing Theory• Index numbers / Excel applications using solver

Text Book:1. Quantitative Techniques - N D VohraReference Books:1. Operation Research - Hamdy A. Taha, 8th Edition,

2008, Pearson Education.2. Huantitati%e Anal8sis or Mana!ement : <arr8 7ener, 7alp M. Stair,Dr.,

Micael #. Banna, T N <ari,

'(t #ition, 2((/, Pearson, #ucation.

). Huantitati%e Metos or <usiness : Anerson, Seene8 & Gilliams,

Cen!a!e Fearnin!, /t #ition, 2((*.

4. #ssentials o @perations 7esearc & – K Sriara <at, 'stHuantitati%e TecniEues #ition, 2((, Bimala8a Pulisin! Bouse.

5. @perations 7esearc: Al!oritms – 7atinra P Sen, 'st #ition,

an Applications 2('(, PBI Fearnin!s.

6. Huantitati%e TecniEues or – 7 < Kanna, 'st #ition, 2((,

Mana!erial ecisions PBI Fearnin!s.

7. @perations 7esearc : S Sarma, '5t #ition, 2((,

Kear Nat 7am Nat, Meerut.

8. $pplied statistics - /upta and <apoor* 5688 * &ultan)hand and co* %ew (elhi

Course Code : 183

Course Title : Operations Management




)o. o" Credits : 1./

Contact Hours : 1/

Objective

To enhance the awareness about the %ature and scope of 'perationsManagement* &upporting ,unctions of Manufacturing in industry and 1ecent $dvances in 'perations Mgmt. 1ole of 'perations Management in over-allperformance of an organisation.

$fter completing the course* students should be able to

• 9nderstand the importance of basic operations and manufacturing in

industry*

• <now the approaches for (ecision making for new plant location* technology

selection*

• #e aware of the role of 'perations management*

• &trategy for using operations as a competitive weapon.

Text oo!

8. E'perations ManagementF* - # Mahadevan * 5nd edition*Theory and ractice earson ublication* 5686

#e"erences oo!s

'. roduction + 'perationManagement - 4ei"er * earson * @th dition * 566:.

2. 'perations Management - &tevenson * TM4 * @th dition * 566=

). 'perations Management for)ompetitive $dvantage - Gacobs + )hase* TM4* 86th dition *

566>

4. 'perations Management - /aither* Thomson 0earning* 7th dition*5665

=. 'perations Management - &. $nil <umar * %. &uresh * %ew $ge!nternational LJ 0imited* ublishers .

The student can refer to study material through the link as mentioned below.

httpBBwww.ebook;666.comB<umar-&--$nil--&uresh-%----'perations-ManagementO@[email protected]

Course Code : 1$3Course Title : &nsig't (ession &&


http://www.ebook3000.com/Kumar-S--Anil--Suresh-N----Operations-Management_85181.html






)o. o" Credits : 3

Contact Hours : 30

Objectives :• 4one skills in nglish communicating effectively in corporate situations

especial through group discussion.

• nhance nglish oral and presentation skills by personal interview.

• (evelop skills and resources that can be utilised in managing their owncareers* in general* and preparing them for the job search process* inparticular.

• nhance the over all employability by personal grooming.

Content:

• Talking about people and things

• Talking about what is happening now

• The #ackground action

• Talking about what happens every day* every time

• Telling what happened

• Ahat is the news

• Talking about the duration of a present activity

• Talking about the present result of a past action

• Talking about the duration of a present activity

• Talking about the present result of a past action

• Talking about the duration of a present &ituation

• xplaining a ast $ction

• &aying how long some action was going on in the past

• xpressing your attitude

• Talking about what is likely to happen

• Talking about a planned action or an event

• Talking about the chances or possibility of something happening

• Talking doubtfully about future

• &eeking ermission

• /iving $dvice

• Telling what is somebodyDs (uty

• Talking about ability

• &aying something is compulsory

• Talking about something that did not happen

• &aying something has happened

• &aying that something is done

• /iving Messages• Talking about the purpose of an action




Course Title : )O &nterns'ip

)o. o" Credits : %

Contact Hours : %0

Objective:

This is a novel initiative by !TM in which the students have to undertake a onemonth project with a %/' or )&1 department of an organisation. !n addition* thestudents will also be engaged in various 9T<$1&4 committees L9nleashing The<nowledge and 1eaching to &tarry 4eightsJ and special addresses given by topclass motivational and spiritual leaders.

• To understand the role of %/' in social welfare and development.

• To understand the managerial role in social work.

• To learn management practices of %/'s.

• To sensiti"e the students towards poor and underprivileged.

- %o specific contents which which will vary from %/' to %/' depending uponthe nature and scope of project

− %o specific books. 1eport writing will follow a specific format to be given to

the students at the time of internship.

,#T 1 O9 (EME(TE# %




Course Code : %%1

Course Title : Corporate 9inance

)o. o" Credits : 3

Class contact 'ours : 30

Objectives :

This subject covers finance of day-to-day business operations. !t discusses whatis working capital requirement + sources of finance. !t also discussesmanagement of each component of Aorking )apital. The primary aim of thiscourse is to make students aware about the various functions that afinance manager has to perform. The latter part of the course is based onunderstanding of structured decision making in three interrelated disciplines in

finance vi". !nvestment Llong term basis as well as current assetsJR financingdecisions and policies.

Contents :

• !ntroduction* ,inance ManagerDs 1ole* Aorking capital* Types of working

capital* $ssessing working capital requirement

• (imension of working capital-strategies

• ,inance mix and !nvestment mix

• &ources of working capital finance

• Management of components of working capital* !nventory management

• )ash management- short term instruments* strategies during liquiditycrisis

• 1eceivable Management* !nventory Management

• &hort term ,inancial lanning

• stimation of &ales and other related expenses

• $scertaining ,unds 1equirement and 1equirement of $ssets to sustain the

growth

• &ources of long term finance

• Time 3alue of Money

• )apital #udgeting - !ntroduction* reliminaries* $11 Method* # Method*

%3* Method* %3 and !11* %3T3 and M!11

Text oo!:

8. ssentials of ,inancial Management - !.M. andey* 3ikas ublication;rd dition* 5688

#e"erence oo!s:8. ,inancial Management - !.M. andey* 3ikas

ublications 86Be* 5686

2. ,inancial Management - <han + Gain* Tata-Mc/raw*




%ew (elhi* 2th dition* 5688

;. ,inancial Management - rasanna )handra* Tata Theory +ractice Mc/raw-4ill* :th dition

>. ,inancial Management + olicy - 3an 4orne* rentice 4all*85th dition*566;

=. rinciples of )orporate ,inance - #realey Myers* $llen* ). .Mohanty* Tata-Mc/raw* @thdition*

566:

2. ,inancial Management - <eown* Martin* etty* &cott*4!* 7th dition* 5665

Course Code : 231




Course Title : Digital & Social Media Marketing - l

No. of Credits : 3

Contact Hours : 30

Objective:The course will familiarize the student with key concepts of Digital Marketingcommunications management. It will introduce new paradigms like Prosumer, socialmedia, web 3.0 and online branding. This course will include emerging concepts in CRMits implementation of application in various industry. This course would also explainconcepts of E-CRM and its application in Digital Marketing.

Digital Marketing and CRM

Contents :• Digital Marketing Strategy • Relationship Marketing and Peer to Peer Advocacy • Delivering Immersive Customer Experience• Social Media Marketing and Viral Marketing• SEO and Online Advertising• Digital Signage and Broadcasting tools• Interactive Marketing Communication• Digital Marketing Measurement ,Analytics and Continuous Improvement• Online Branding Concepts• Emerging Concepts in CRM• Implementation of CRM• Relationship management in B2B commerce

• Application of CRM in various industry • Concepts of E-CRM• Customer Lifecycle Management with E-CRM• Prosumer and Co-creation

Text Book:

• Internet Marketing - Dave Chaffey 2nd Edition, 2006, Prentice-Hall India.

Reference Books:1) CRM at the Speed of Light - Paul Greenberg, 3rd Edition, 2005, McGraw-Hill. Capturing and Keeping

Customers in Internet Real Time2) Online Marketing : Customer Led -Gay, Richard, Charlesworth, Alan, 2nd Edition,

2007, Oxford University Press.3) Integrated Advertising, - Clow, Kenneth E, Baack, Donald, 3rd Edition,

Promotion & Marketing 2007, Prentice-Hall India.4) Advertising & Promotion - Belch, George E, Belch M. A. 6th Edition, 2006,

Tata McGraw-Hill5) Principles of Advertising : - Lee, Monle, Jhonson, Carla, 2nd Edition, 2007,

Global Prospective Viva Book Pvt. Ltd.6) Advertising : Principles & Practice- Wells, William, Moriarty, Sandra, 7th Edition,

2006, Pearson Education India.

$ Advertising & Media - Pant, Himanshu, 1st Edition, 2007, ABD Publishers

Course %3%




Course Title #esearc' ,pplication in Mar!eting

Credit /

Contact Hours /0 Hours

Objective :

The purpose of this course is to make you a knowledgeable research consumerand a beginning practitioner. The focus will be on qualitative (exploratory) andquantitative research execution and the application of research findings andanalysis in decision making. The course is geared toward the practical applicationof research, though gaining a working knowledge of certain terminology will beimportant. Specific learning objectives are to:

• Understand the relationship between market research and decision making

• Learn the processes used in formulating and conducting market research

projects• Understand of the market conditions under which research may be

undertaken, and the impact of these conditions on the type of research to beconducted, including the methodology and project management

• Comprehend the range of qualitative and quantitative techniques and methods

available in market research, including applicability and limitations

• Be able to use the language of market research as it is used by practitioners

and business people

• To introduce students to the scope and functions of Marketing Research.

• To develop an informed, analytical approach to the study of markets and

customers.• To help students gain the skills required for marketing research through the

experience of working on a marketing research project.

Contents:

• Introuction1 7esearc, Scientiic meto, <usiness & Maretin! 7esearc. <asic &

applie researc, Inucti%e & eucti%e researc. Primar8 & Seconar8 7esearc.

Normal istriution.

• 7esearc process sta!es. 7esearc esi!n, Hualitati%e 7esearc, >arious metos o

#-plorator8 researc, ocus ;roup iscussion, Pro?ecti%e tecniEues, TAT.

escripti%e & Causal 7esearc.

• Samplin!, Samplin! rame. Samplin! error. T8pes o Proailit8 & Non proailit8

samplin!. Stratiie, Cluster, Snoall, Du!ment, Huota, Simple ranom &

S8stematic samplin!.

• Measurement & Scalin!. Nominal, @rinal, Inter%al & 7atio scales. Attitue

measurin! scales. Semantic ierential & paire comparison scales. Sortin!,

7anin! & 7atin!.

• Huestionnaire esi!n, Prasin! Euestions, >arious t8pes o errors in esi!nin!

Euestionnaires.

• ata collection metos. ielor. Sur%e8 7esearc, #rrors in sur%e8 researc.

#-perimental 7esearc, Control & #-traneous %ariales, actorial esi!ns.• ata anal8sis, #itin!. Missin! %alues. Cross taulation. ata transormation.




=ni%ariate an Multi%ariate anal8sis.

• B8potesis testin!. Null 8potesis, alternate 8potesis. T8pe ' & t8pe 2 errors.

Conience an si!niicance inter%al. Parametric & non:parametric tests.

• Introuction to SPSS, ata entr8 an ata transormation. Coin! Euestionnaires to

SPSS. Transerrin! ata rom e-cel to SPSS.

• !+S!S ! "+ C<++D

• t: test, 9:test

• AN@>A

• Ci:sEuare

• Correlation & 7e!ression

• iscriminant anal8sis

• actor anal8sis

• Cluster anal8sis

•

MDS (Multidimensional Scaling)

Text Book:1) Marketing Research - An Applied Orientation, 6th Edition, Naresh Malhotra.,

Prentice Hall India, 2010

References Books:1. Marketing Research - Aaker, Day, and Kumar,rep 2007 9th ed., John

Wiley & Sons2. Business Research Methods - Zikmund,2003, 7th ed.,Thomson Asia3. Marketing Research - A Problem Solving Approach, Sudman and Blair

19984. Marketing Research - Parusuraman, Grewal & Krishnan, Biztantia, 2007.5. Marketing Research - Bradley, Oxford, 2008.6. Marketing Research - G.C. Beri, TATA Mc Graw Hill, 2008.7. Marketing Research - S. Shajahan, Mc million, 20058. Marketing Research - Nargundkar, Tata Mc Graw Hill, 20069. Marketing Research - Debashis Pati, Universities Press, 200310. Marketing Research - Hair, Bush, Ortinau, Tata Mc Graw Hill, 2006.

;ournals8. Gournal of Marketing5. Gournal of Marketing 1esearch

Marketing Research - An Applied Orientation, 6th Edition, Naresh Malhotra., PrenticeHall India, 2010

Course Co,e 233Course !itle "ran, an, Pro,uct Manage&ent




.o/ o$ Cre,its 3/5

Contact ours 35

bectiesJ To mae te stuents unerstan o to e%ol%e an implement appropriate prouct:

maret strate!ies an use te oter necessar8 maretin! tools to mae etter

prouct an ranin! ecisions.

J Tis course also aims to mae te stuents unerstan te importance an rele%ance

or ranin! in toa8s competiti%e scenario.

Contents

J Introuction to Prouct Mana!ement

J Prouct Fie C8cle Maretin! Strate!ies

J Prouct Plannin! S8stem & Strate!ies

J Ne Prouct e%elopmentJ Introuction to te concept o <ran

J <uilin! <ran #Euit8

J <ran Positionin! & >alues

J esi!nin! & Implementin! <ranin! Strate!ies

J Introucin! & Namin! ne proucts & ran e-tensions

J Mana!in! <rans o%er time

J Mana!in! <rans o%er ;eo!rapic <ounaries & Maret se!ments

J ierent t8pes o <rans

!et "ook'. Strate!ic <ran Mana!ement : Ke%in Fane Keller C Prentice Ball o Inia,

<uilin! Measurin! & Mana!in! 2n #ition,2((

<ran #Euit8

2. Prouct Polic8 & <ran Mana!ement : A.K. Citale & 7a%i ;upta, PBI Fearnin!,

' #ition, 2(''

). <ran Mana!ement Principles an : Kirti utta, @-or Pulication, 'st #ition,

Practices 2('2

e$erence "ooks

'. Prouct Mana!ement : Cunaala, 6t #ition, 2((.

2. Prouct Mana!ement : onel Femen, russel S Giner

Tata Me!ran Bill #ition, 4t #ition, 2(''.

). Strate!ic <ran Mana!ement : 7icar #lliot & Forin! Per8, 'st Inian

#ition, @-or Pulication, Ne eli 2((*

4. Maretin! Mana!ement : Kotler & Keller, 2((.

5. Prouct Strate!8 & Mana!ement : Micael <aer & Susan Bart, 2((/.

6. Prouct Mana!ement & NeProuct e%elopment : r. 7. K. Sri%asta%a, 2((6.




. Strate!ic Maret Mana!ement : a%i Aaer, 2((*.

*. Prouct Mana!ement in Inia : 7amanu? Ma?umar Printice Ball o Inia,

Ne eli, 2((/

/. Strate!ic <ran Mana!ement : 7icar #liot, Farr8 Perc8 C @-or

Pulication, 5t

#ition, 2('('(. <ran Mana!ement : Bars >. >erma C #-cel <oos Pulication,

2n #ition, 2((6

''. <ran #Euit8 : a%i Aar,Te ree Press NeRor, '//'

'2. <uilin! Stron! <rans : a%i Aar, Simon & Scuster =K Ft. '//6

'). <ran Mana!ement Te Inian : R.F.7. Moorti C >ias Pulication, )r

Conte-t #ition, 2('(.

'5. <uilin! <rans in te Inian : Tapan K Pana C #-cel <oos Pulication, 'st

Marets #ition, 2((4'6. Compenium o <ran : S. A. Cunamalla C Bimala8a Pulisin!, 4t

Mana!ement #ition, 2(''




Course Co,e 234

Course !itle ntegrate, Marketing Co&&unication

.o/ o$ Cre,its 2/5

Contact ours 25 #rs

becties

J To increase te stuents unerstanin! o te unamental concepts o inte!rate

maretin! communication an communication process. <ecome nole!eale

aout te important issues in plannin! an e%aluatin! inte!rate maretin!

communication. Appl8 te appropriate teories an tools to plan, e%elop, an

e%aluate inte!rate maretin! communication. Construct a complete a%ertisin!

campai!n.

Contents

J #%aluation o <roacast, Print an Support Meia

J Sales Promotion1 Scope an 7ole, consumer : oriente an trae oriente sales

promotion

J Pulic 7elations, Pulicit8 an Corporate A%ertisin!

J Measurin! te eecti%eness o te Promotional pro!rammes

J #%aluatin! te Social an #tical aspects o A%ertisin! an Promotion

J 7e!ulation o A%ertisin! an Promotion

P!SCI"!D T!#T "$$% &'PT"(• A%ertisin! an Promotion : ;eor!e #. <elc & Micael #. <elc, Tata

An IMC Perspecti%e Mc;ra:Bill, Ne eli, 6t #ition, 2((/.

)DDITI$*)+ T!#T "$$% &')T"(

• Inte!rate A%ertisin!, : Clo, Kennet #, <aac, onal,

Promotion & Maretin! 2n #ition, 2((, Prentice:Ball Inia.

$T! !!!*C! "$$%S &

'. A%ertisin! Mana!ement 1 Concepts: Moan, Manenra, 'st #ition, 2((,

Tata Mc;ra:Bill

2. Sales & @perations Plannin! : Gallace, Tomas. , Stal, 7oert. A,

'st #ition, 2((/, Sro Pulisers.). A%ertisin! Mana!ement : Detane8, Daisri, Dain, Sruti, 'st #ition,

2((6, @-or =ni%ersit8 Press.

4. A%ertisin! Creati%it8 : Marra, Dames. F, 'st #ition, 2((2,

Prentice:Ball Inia

5. Sellin! <lue #lepants 1 Bo to : Mosoit9, Boar, ;oman, Ale-,

mae !reat prouct tat people 'st #ition, 2((, Pearson

ant. #ucation Inia.

6. Principles o A%ertisin! 1

;loal Prospecti%e : Fee, Monle, Donson, Carla, 2n #ition,

2((, >i%a <oo P%t. Ft.

. Promotion an Inte!rate Maretin! communication : Semeni 7icar D, 2((2, Sin!apore.




Course Co,e 2;1

Course !itle n,ustry nterns#i6 Proect

.o/ o$ Cre,its 12

Contact ours 120

becties

'$ Application o nole!e an tecniEues learnt in te irst term to test out an

enric one unerstanin!, nole!e an sills urter.

2$ =nerstanin! an or!ani9ation an its mana!ement unctions an ecision –

main! process etter an tere8 enance ones perspecti%es.

)$ Appreciatin! te inter – lina!e amon! ierent unctions an e%elopin! realistic

mana!erial perspecti%es o or!ani9ation, teir realities, an teir unction.

4$ Te inustr8 internsip placement ill e pro%ie 8 te Placement epartment

it te elp o stuent placement committee.




(emester &&&

Course Code : 311

Course Title : Entrepreneurs'ip

)o. o" Credits : %

Contact Hours : %0

Objectives:

$ blend of entrepreneurial spirit and a trained managerial mind is a potentcombination in any individual. &uch individuals stand a much better chance of surviving in the raging waters of entrepreneurship as well as prove to be

successful managers in any organi"ed business setup.

This course aims to train students who have already been exposed to thefunctional areas of business by imparting an understanding of entrepreneurship*the skill required and applying their own managerial knowledge to overcome thechallenges entrepreneurs face.

Contents:

• Ahat is entrepreneurshipN ntrepreneur - Types of entrepreneurship* $ttributes of an ntrepreneur.

• ntrepreneurship skills - 0eadership* Motivation* Team #uilding* )reativity +!nnovation

• ntrepreneurial )ycle H &tages in ntrepreneurship

• Types of ntrepreneurs

• !dea /eneration

• !dea valuation H Mullins : (omain ,ramework

• (eveloping a #-Model- 'sterwaldDs 7 #lock Model

• (eveloping a #-lan

• ,inance lan. ,inancial Tools* #usiness lans* #est ractices +#enchmarking &ources of ,unds - &elf financed* * !nstitutional ,unds*

/overnment $gencies

• Marketing lan- )ommercialising your idea* /rowing your #usiness - &calingup* xpansion* (iversification* 3ertical !ntegration

• 41 lan- 'rgani"ation &tructure + #uilding

• Ahy #usinesses fail - $dapting to changing environment

• 4anding 'ver the #aton H &uccession lanning

Text oo!:

8. ntrepreneurship - 1ajeev 1oy* 'xford 9niversity

ress* 566@




#ecommended #eading:

8. lena ,awkner* ntrepreneurship (o ?ou 4ave Ahat !t TakesN

5. (avid 4. 4olt* ntrepreneurship - %ew 3enture )reation* rentice 4all H

!ndia* 5665

;. ntrepreneurship &trategies - Marc G.(ollinger** earson+ 1esources ducation* 566>

>. The 4igh erformance ntrepreneur &ubroto #agchi* enguin #ooks !ndia*5662

=. ntrepreneurship - 4isrich eters* Tata Mc/raw 4ills* >th dition

2. Mastering #usiness in !ndia - )hris #oulton + atrick Turner** Ailey!ndia* 8st d. 566=

=. Ahat They (onDt Teach ?ou - Mc)ormack* Mark 4.* %otes ,rom a

at 4arvard #usiness &chool &treet-&martxecutive. Toronto#antam #ooks* 87@2D




Course Co,e 312

Course !itle "usiness Policy % Strategic Manage&ent

.u&ber o$ Cre,its 3/5

Contact ours 35

bectie

Ba%in! learnt te unamentals in te irst 8ear an urter stuents ill learn i!er

le%el o unctional area in te ourt Term, stuents are no rea8 to learn o te

strate!8 is ormulate an practice in te corporation. No te o?ecti%e o tis course

to arm 8ou to e%elop usiness strate!ies as S<= ea<usiness eaC#@ or as oner o

small usiness. Tis course as i%e e8 trusts1

J Mappin! te <usiness FanscapeJ Creatin! Competiti%e A%anta!e

J Anticipatin! Competiti%e an Cooperati%e 8namics

J <uilin! an Sustainin! Competiti%e A%anta!e

J Coosin! Corporate Scope

Contents

J Te introuction to <usiness strate!8, ac!roun, <C; #-perience Cur%e, ;rot

Matri- an Portolio Plannin!.

J Suppl8 eman Anal8sis0 Te i%e orces rameor0 Te >alue Net an @ter

;enerali9ations0 Te Process o Mappin! <usiness Fanscape.

J Te e%elopment o Concepts or Competiti%e Positionin!Cost Anal8sis,ierentiation Anal8sis, Cost >s ierentiation0 Ae >alue. Process or Anal8sis

o 7elati%e Cost an Gillin!ness to Pa8 usin! acti%ities0 #-plorin! ierent

Strate!ic @ptions an Main! Coices.

J Anticipatin! Competiti%e 8namics C Simple ;ames, 8namic ;ames, Competitor

Proilin!.

J Sustainailit8 o Superior Perormance an 7esource Plannin!. Te Treat o

Imitation, Sustitution. Bol =p an Slac.

J Te Practice o Corporate Strate!8 C Inustr8 Attracti%eness, Competiti%e

A%anta!e0 Transactions Costs an @nersip, >arious Moels o Corporate

Mana!ement.

!et "ook

'. Strate!8 an te <usiness Fanscape : Pana? ;emaat, )r #ition,

2((*, Pearson #ucation

Pulication

2. Strate!ic Mana!ement Teor8 & : Bitt, Irelan, Bosisson, 6t #ition, 2((5,

Practice Tomson, Sout Gestern Pulication.




e$erence "ooks

'. Mana!ement Teor8 & Application : Arain Baerer! & Alison 7ieple. 'st

#ition, 2((*, @-or =ni%ersit8 Press.

2. Cratin! & #-ecutin! Strate!ic

Mana!ement : Tompson & Striclan, '4t

#ition,2((*, Tata Mc;ra:Bill

). Concepts in Strate!ic Mana!ement & : Geelen, Tomas F., Bun!er, D. a%i /t

<usiness polic8 #ition, 2((6, Pearson Pulications

4. International <usiness 1 Competin! in

te !loal maret place : Bill, Carles G. F., Dain, Arun K., 5t

#ition, 2((6, Tata Mc;ra:Bill

5. Corporate Strate!8 : Colle8, o8le & Barie C Tata Mc. ;ra

Bill, 2((2.

6. Kello! on Strate!8 : a%i rano%e & Sonia Marciano :

Gile8 Pulications, 2((




Course Code : 313

Course Title : Corporate overnance usiness Et'ics

)o. o" Credits : 1./

Contact Hours : 1/

Objective:

• To understand practical tools and frameworks for integrating socialresponsibility as part of a companys strategic planning* decision-making andgeneral management* with the goal of adding value to both the business andthe society as a whole.

• To understand the appropriate mechanism for effective corporate

governance. 3alue the shareholder and stakeholder rights andresponsibilities and adhere to sound principles of direction and management.

• To understand the importance of #usiness thics and raising awareness of the ethical dimensions of common business practices.

• (eveloping and enhancing skills of moral judgment.

Content:

• !ntroducing #usiness thics* /lobali"ation + &ustainability $ key /oal for #usiness thics

• (imensions of thical (ecision Making

• )orporate /overnance- $n !ntroduction* &takeholder )oncept and )orporate/overnance

• 'wnership of )orporation* (irector and their 1ole* (uties of #oard 'f (irectors

• The thical ,oundations* 1ole of (irectors in )risis eriod* Measurement of #oard erformance

• The )hanging scenario in )orporate /overnance with respect toerformance Measurement and !nternal $ccountability

• )orporate /overnance in !ndia• )onsiderations of &trategic facets of )orporate /overnance

• thics + corporate /overnance* 1ole of thics in ffective )orporate/overnance and #enefits of good governance to companies and &ociety

• )orporate /overnance Mechanism* $nglo- $merican Model* /erman Model*Gapanese Model +!ndian Model

• 1ole of #oard of (irectors* $uditors* &#! + /'3T

Text oo!:

8. thics in #usiness and)orporate /overnance - & < Mandal* Tata Mc/raw 4ill




ducation vt. 0td.* 5nd 1eprint 5688

#e"erence oo!s:

8. #usiness thics - $ndrew )rane* (irk Matten* 'xford*

5

nd

dition* 566:5. #usiness thics* $n !ndian - 1onald ( ,rancis* Mukti Mishra*

erspective Tata Mc/raw - 4ill* 5nd dition* 5662

;. thical Management - &atish Modh* MacMillan* 8st dition*566=

>. thics in Management - & $ &herlekar* 4imalaya ublishing4ouse* 8st dition* 877@* 1eprint 566:

=. Mastering #usiness in $sia - eter Aallace* Gohn Kinkin* GohnAiley + &ons L$siaJ te. 0td.* 8st dition* 566=

2. )orporate /overnance in ublic - & M (ewan* (orling <indersley L!ndiaJ&ector nterprises vt. 0td.* 8st dition* 5662.

:. )orporate /overnance - (r. & &ingh* xcel #ooks* 8st dition566= /lobal )oncepts and ractices1eprint 5686

@. )orporate /overnance - The !nstitute of )ompany &ecretariesof Modules of #est !ndia* The !nstituteof )ompany secretaries of ractices!ndia* 2th dition* 566:

7. )orporate /overnance - <esho rasad* 4! 0earning rivate#usiness thics




Course Code : 331

Course Title : Digital & Social Media Marketing – ll

No of Credits : 4

Contact Hours : 40




Course Code : 332

Course Title : Marketing Strategy

No of Credits : 3.5

Contact Hours : 35

Objectives:Managing in the constantly changing business environment is an essential requirementfor business success as the world moves through the 21 st century. Marketing managersare involved in charting the direction of the organization and contributing to decisionsthat will create and sustain a competitive advantage and affect long-term organizationalperformance; hence, the emergence of strategic marketing management. The course alsoincludes how companies become market driven and guide their strategies based on ashared understanding of markets and competition.

Contents:

Moel o Strate!ic Maretin! Process

#-ternal #n%ironment anal8sis

Competitor Anal8sis

Maret Anal8sis

Customer Anal8sis

Internal Anal8sis o te @r!ani9ation

Strate!ic Anal8sis

ormulation o strate!ies

;eneric strate!ies o Porter

Strate!ies or ierent marets

Implementation and review

Text Book:

'. Strate!ic Maret Mana!ement : a%i A Aaer, t eition, Gile8 Inia #ition,

2('(

Reference Book:

1. Marketing Strategy - Walker, Boyd and Larreche, Tata McGrawHill, 5th Edition, 2006.

2. Marketing Planning & Strategy - Jain, Thomson Learning, 7th Edition, 2007.

3. Kellog on Strategy - David Dranove & Sonia Marciano -

Wiley Publications, 2007

4. Mastering Strategy - Financial Times Mastering, Person

Publication, 2005




5. Redefining Global Strategy - Pankaj Ghemawat, HBS publication, 2007

6. Corporate Strategy - Colley, Doyle & Hardie Tata Mc. Graw Hill, 2002.

7. Marketing Strategy - Ferrell & Hatline, Thomson Publication, 2007.

8. Marketing Strategy - Walker, Mullins & Boyd Tata Mc Graw Hill, 2006.

9. Advance Marketing Strategy - Urban Glen & Star J.Steven Prentice-Hall, 2006.

10. Marketing Strategy : DecisionFocused Approach. - Walker, Orville, Mullins & Boyd Tata

Mc Graw Hill, 2008.




Course Code : 333

Course Title : Retail & Channel Management

Number of Credits : 3.5

Contact Hours : 35

Objectives:

• To introduce students to retailing as a business activity and help them appreciate the

business environment forces that influence it

• To help students understand how marketing efforts are made by retailing businesses

both in the store and outside

• To expose students to the various verticals, formats and channels in which retail

businesses work

• To make students appreciate the importance of multi-channel retailing, especially at

a time, when India is witnessing an upward spiral in modern retail trade and is

considered a credible investment destination by large international retailers

Contents:

• Understanding Retail as a business

• Retailing Function, changing retail landscape, retail formats, theories of retail

development & types of retailers

- Introduction to the world of Retailing

- Types of Retailers• Types of merchandise, variety & assortment, differences between services and

merchandise retailers, multichannel retailing

- Multichannel Retailing

• Shoppers' Behaviour; Retail market strategy; financial strategy

- Customer Buying Behaviour

- Retail Market Strategy

- Financial Strategy

• Retail location / site selection; human resource management; managing the store

- Retail Locations

: 7etail Site Focation: Buman 7esource Mana!ement

- Managing the Store

• Store layout, customer service, retail communication mix

- Store Layout, Design and Visual Merchandising

: Customer Ser%ice

- Retail Communication Mix

- Retail Brand Communications

• Branding in retail, national and private brands

- Retail Brands

: 7etail <ran Positionin!- Retail Brand Personality




• Pricing in retail, retail environment, international retailing

- Retail Pricing

- Introduction to Retailing Environment

: Structural can!e in 7etail #n%ironment

: Maret Structure & Control- Managing in good times and bad

• Multi-channel Retailing – I & II

• Internet Retailing Management

• Catalogue Retailing

• Multi-channel Retailing – III

- Tesco – Online Retailing

- Multi-channel Customer Management

Text Book

1) Retailing Management : - Michael Levy, Barton A. Weitz and Ajay Pandit,Tata McGraw Hill, 6th edition, 2009

2) Branding a Store – How to build a successful retailing brand in a

changing marketplace: Ko Floor, Kogan Page

India, 1st edition, 2007

1) India Retail Report 2013 – Images Retail

2) Retailing – Environment & Operations: Newman, Cullen, Cengage India, 1st edition,

2006

3) Retailing Management - Pradhan- Tata McGraw Hill,4th Edition

4) Retail Management: A Strategic Approach-11th edition by Berman, Mini Mathur &Evans

5) Retail Management by Rajeev Jain; RBSA Publishers (2012)

6) Strategic Retail Management by Srini Sriniwasan

7) Retail Management by Peter Fleming- Mercury Business Books

8) Strategic Retail Management-Text and cases by Joachim Zentes, Hanna

Schramm, Dirk Morschett

9) Designing and Managing the supply chain: concepts, strategies and case studies by

Simchi-Levi, D, Kaminsky, P & Simchi-Levi, E 2003, , 2nd edition, McGraw-

Hill, Boston

10) Contemporary Logistics by Paul R. Murphy, Donald Wood(2003), 8th Edition




Course Code : 334

Course Title : Service Marketing

Number of Credits : 3

Contact Hours : 30

Objectives:

To learn management of day to day operation in service industry

To increase students’ understanding of the nature and importance of the servicesector in the Indian economy and in other countries.

To aid students in effective decision making in the management of a service

organization.Students should be able to understand the decision-making process in bothdomestic and international service organizations.Students should be able to understand the decision making process in both for-profit and not-for-profit service organizations.

Content:

1) Introduction to Service Management : Service Definition, Description , Growthof services, Characteristics, Service encounters , Service Mapping, Serviceorganization.

2) Strategic Service Vision : Value, Strategy, Develop service delivery strategy

/model,

3) Customer Satisfaction, Loyalty, and Service Quality : Understand customerpreferences, Target Market , Who are they? What are the primary needs andpreferences .How to measure service quality? What are their quality levels?, Isa service guarantee appropriate, what should it look like?

4) New Service Design & Development : Principles of service design, Designprocess, Designing quality and value.

5) Service Processes, Service facility location/layout, work measurement :Develop a flow diagram of the service delivery process. Proposeimprovements.

6) Demand and Capacity Management : Understand customer demand patterns.Determine the demand pattern for a relevant time period (day, week, hour),Determine the supply pattern for a relevant time period (day, week, hour),What is the existing capacity utilization? , Can they do better to managesupply and demand?, Reservation or appointment system?, How to schedule

the employees, appropriate number, training?7) Managing Waiting Time : study of Queuing systems, Develop, simulate and




evaluate alternative service configurations for improving performance.

8) Inventory Management in Services : Service inventory control systems,Inventory planning and control. MRP.

9) Performance/Productivity Measurement in Services : Blueprint a part of the

services

Draw the facility layout for the blueprinted service, Develop a process flowdiagram

Look for improvement areas , Model with Service Model, Role of People in

services.

10) Customer Equity & Selection, E-service, Technology in Services: Trends inTechnology.

Text Book:

• Service operations Strategy - Malhotra, christopher love lock, 2007.

Reference Books:

1. Customer Service operation - Blanding Warren, Ama Com, 1997the complete

2. Successful service operations - Meters Richard King Metters, Thomos

Management with CD Rom India, 2008.3. Service operation Management - Johnston, robert and clerk, Graham,

Pearson education Delhi 2010.




Course Code : 33/

Course Title : #ural Mar!eting

)umber o" Credits : 3

Contact Hours : 30 Hours

Objectives:

T'e course is li!el* to accomplis' one or more o" t'e "ollo4ing objectives:

. To provide an overview of rural markets and emerging perspectives of 1uralmarketing

. To debate the emerging managerial initiatives and relevant framework in1ural marketing

. To share the experiences of institutions engaged in 1ural marketing in theform of case studies

Content:&ntroduction to #ural Mar!eting

#ural Consumer e'aviour and Mar!eting #esearc'

(egmenting5 Targeting and ositioning in #ural Mar!ets

• roduct and (ervices

• ricing

• 6istribution

• romotion

• (ocial Mar!eting

• 9uture o" #ural Mar!eting

Text oo!: 8. 1ural Marketing - radeep <ashyap* 5nd dition* earson

ublication* 5685.

#e"erence oo!s:

8. 1ural Marketing )oncepts and H #alram (ogra and <arminder /humanractices Tata Mc/raw-4ill publication* 86th

1eprint* 5685.

5. 1ural markets- 9nderstanding - dited &anal <umar* 3elayudhanconsumers and developmental and /uda &ridhar xcel #ookissues ublication* 8st dition* 5686

;. 1ural Marketing - T /opalaswamy* 5nd dition* 566;*xcel book publication

>. 1ural marketing and Micro ,inance - & < #aral and & ) #ihari* 8st dition*

$!T#& ublication.=. 1ural Marketing Text and )ases H & 0 /upta* 8st dition Aisdom




ublication

Course Co,e 338

Course !itle Su66ly C#ain an, Bogistics Manage&ent

.o o$ Cre,its 3

Contact ours 30

becties

• To unerstan te Suppl8 Cain an Fo!istics Mana!ement concept.

• To learn te 8namics o SCM & Fo!istics Mana!ement an %arious ancilliar8 topics

• suc as etics in SCM an ;reen SCM

• To e%elop an insi!t into inormation an communication tecnolo!8 in SCM

• To etermine Transportation an rei!t Mana!ement issues in SCM.

Contents

• INT7@=CTI@N T@ S=PPFR CBAIN MANA;#M#NT

• RNAMICS @ S=PPFR CBAIN MANA;#M#NT

• ICT "IN@7MATI@N & C@MM=NICATI@N T#CBN@F@;R$ IN SCM &

P7@C=7#M#NT

• P7@C=7#M#NT & @=TS@=7CIN; IN SC

• SCM & C7M

• #CISI@NS @N T7ANSP@7TATI@N "M=FTI:M@AF$ & 7#I;BTMANA;#M#NT

• C@F CBAIN F@;ISTICS

• SCM 7ISK MANA;#M#NT & 7#SIFI#NC#

!et "ook

'. Suppl8 Cain Mana!ement – Concepts, Practices & Implementation

Autor 1 Associate Proessor Sunil Sarma,

acult8 o Mana!ement Stuies "MS$

=ni%ersit8 o eli, Pulisers 1 @-or=ni%ersit8 Press, 2('(, Printers 1 Tara Art

Pulisers

2. Suppl8 Cain Mana!ement – Te-t & Cases Autor 1 r "Pro$ >ino

Sople , irector ITM <usiness Scool,

omi%li campus Pulisers 1 Pearson,

Cop8ri!t orlin! Kinersle8 "Inia$ P%t.

Ft, 2('2 Printers 1 Inia <inin! Bouse

'lternatie !ets "ooks

'. Suppl8 Cain Mana!ement 1

Concepts & Cases Autor 1 : 7aul >. Altear, Senior unctional Arcitect"SCM Solutions$ Manu!istics "Inia$ Ft. ,




Pulisers 1 PBI Fearnin! Inia P%t Ft, 2('(.

Printers 1 Mura Printers

2. Suppl8 Cain Fo!istics Mn!t. : International #ition 2((), Autors 1 onal

<oerso-, a%i, D. Closs, & M. <i-8

Cooper , Mici!an State =ni%ersit8.

Pulisers 1 Mc;ra:Bill Pulisin!,

Printe 1 In Sin!apore Gen orerin! te title

use IS<N (:(:'2)2(:/

). <usiness Fo!istics Mana!ement,

Plannin!, @r!ani9in! &

Controllin! te Suppl8 Cain : 7onal B. <allou, Geaterea Scool o

Mana!ement , Case Gestern 7eser%e =ni%ersit8

Cop8ri!t 1 Prentice Ball – Inc, Pearson

#ucation Asia Pte Ft., Sin!apore, ourt

International, #ition, '//':'//2. IS<N 1 (:'):(*'262:5

e$erences $ro& "ooks ournals % Perio,icals

'. Accenture Inia "2((2$, Fo!istics Inrastructure & )PFU, #TI; Knole!e Series on

Suppl8 Carts & Fo!istics , pp.5(:5'.

2. A8ers, Dames <. an Mar8 Ann @e!aar "2(($ 7etail Suppl8 Cain Mana!ement,

Auerac Pulisers

). <ener, Paul S "Marc 2((($, Veunin! 5 Suppl8 Cain M8tsU, Suppl8 Cain

Mana!ement 7e%ie 4, No. ', pp. 52:5*

4. <o%et, a%i & Rossi Sei "Sprin! '//*$, Te <ra%e Ne Gorl o Suppl8 Cain

Mana!ement, Suppl8 Cain Mana!ement 7e%ie , pp.'4:2(.

5. <o9art, Cecil C. an 7oert <. Baniel "2((6$, Introuction to @perations &

Suppl8 Cain Mana!ement, Pearson #ucation, Ne eli.

6. <urt , a%i N. onal G. oler an Stepen I. Starlin! "2((6$, Gorl Class

Suppl8 Cain Mana!ement 1 Te Ke8 to Suppl8 Cain Mana!ement, Tata Mc ;ra

– Bill , Ne eli.

. Centre or Monitorin! Inian #conom8 "CMI#$ Copra, Sunil an Peter Meinl

"2(($, Suppl8 Cain Mana!ement – Strate!8 Plannin! an @peration, )r #ition,

Prentice Ball o Inia, Ne eli.*. Copacino, Gilliam C "'//$, Suppl8 Cain Mana!ement 1 Te <asics an <e8on,

St. Fucie <en, loria

/. Co8le, Don D. #ar D. <ari , an C. Don Fan!le8 Dr. "2(()$, Te Mana!ement o

<usiness Fo!istics , t #ition, Sout Gestern Press.

'(. ornier Pillippe – Pierre, 7icaro #rnst, Micel ener an Panos Kou%elis "'//*$,

;loal @perations an Fo!istics 1 Te-t an cases, Ne Ror, Gile8.

''. acett, Stanle8 #. an ;re!or8 M. Ma!nan "2(('$, V Acie%in! Gorl Class Suppl8

Cain Ali!nment 1 <eneits, <arriers an <ri!esU, CAPS 7esearc, Ari9ona

'2. iser, Marsall, F. "Marc –Au!ust '//$, VGat is te 7i!t Suppl8 Cain or

8our ProuctU, Bar%ar <usiness 7e%ie , pp. *):/).'). leiscmann, <ernar an Berert Me8r "2(()$, VPlannin! Bierarc8, Moellin!




an A%ance Plannin! S8stemsU, Banoo on @perations 7esearc &

Mana!ement, >ol '' , pp 1 455:52).

'4. Baniel 7oert < an #rnest F. Nicols "2((5$, Introuction to Suppl8 Cain

Mana!ement, Prentice Ball o Inia , Ne eli.

'5. Boulian, Don <. "'/*5$ International Suppl8 Cain Mana!ement, International

Dournal o P8sical istriution an Materials Mana!ement, >ol. '5, No. '. Pp. 22:

)*

'6. Kauman, 7alp "2((2$ Suppl8 Cain Mana!ement 1 Gats in a name or o e

no o e areW Dournal o Suppl8 Cain Mana!ement, >ol )*, Issue 4, pp. 46:5(.

'. Famert ou!las M, Dames 7. Stoc an Fisa M. #llram "'//*$ unamentals o

Fo!istics Mana!ement, IrinMc;ra Bill , <oston pp. *:2*.

'*. Farson , Paul . an Ami Ballorssun "2((2$, Gat is SCMW an Gere is itW

Dournal o Suppl8 Cain Mana!ement, >ol. )* , Issue 4, pp.)6:44

'/. Fee Bau, F. "Sprin! 2((2$ VAli!nin! Suppl8 Cain Strate!ies it Prouct

=ncertaintiesU, Caliornia Mana!ement 7e%ie , pp.'(5:'(/.

2(. Sarma Sunil "Marc 2((5$, V 7eport Sumitte to =ni%ersit8 ;rants Commission on

VSuppl8 Cain Mana!ement Practices in Inian Inustr8U uner =;C 7esearc

aar, Ne eli.

nternet "ase, e$erences

Accenture.comcountriesInia7esearcan insi!tscallen!es opportunities as

accesse on 4:(:2((*, . clml.or!,

.cscmp.or!,

.econom8atc.com,

.eti!.com

.etintelli!ence.com,

.le-tronics.comenmaretslo!isticsperormanceri%ers,

.p.compino!loalciti9ensipen%ironmentsuppl8cain

.ism.s,

.mana!in!automation.com,

.manuacturin!.netscm "Caners Pulisin!, Suppl8 Cain Mana!ement 7e%ie

an oter sources$,

.suppl8cainaccess.com "Aereen ;roup$, .nai.or!,.suppl8:cain.or!,

.eorum.or!eninitiati%es!cp


http://www.supply-chain.org/

http://www.supply-chain.org/



Course Code : 3$1

Course Title : Career Management Training

)o o" Credits : 3

Contact Hours : 30

Objectives:

• Take control of oneDs personal development H as employers take lessresponsibility* employees need to take control of their own development inorder to maintain and enhance their employability which to be built during

the student career.

• Making career choices and decisions H the traditional focus of careersinterventions. The changed nature of work means that individuals may nowhave to revisit this process more frequently now and in the future* more thanin the past.

• Managing the organi"ational career H concerns the career management tasksof individuals within the organisation such as decision-making* life-stagetransitions* dealing with stress.

• Managing Dboundary-lessD careers H refers to skills needed by employeeswhose employment is beyond the boundaries of a single organisation* a

work-style that is common.• 1aise the students awareness about the dynamics of nglish communication

in a business environment

• (evelop team work skills in conceptuali"ing* implementing* and completing aproject.

• /ain awareness and insights about strengths and growth areas and developpractical strategies how this information can be applied in managing their owncareer development by developing resume which is more professional.

• (etermine a career path that best suits your values* interests* personality*and skills.

• (evelop the over all employability by personal grooming.

Contents:

• /roup (iscussion

- re $ssessment /roup (iscussion H Mock /roup (iscussion

- )ontent* ,low &tructure* !nitiative*

- !nnovative Thinking* roblem &olving* Team work

- (e #riefing and improvement lan of $ction

- !mplementing the feedback

- )onfidence building




- )larity of Thought in expression

• Mock ersonal !nterviews

- ersonal !nterview theory with example

• ost $ssessment (iscussion

• /rowing and tiquette- ye contract* /rowing* Managing confidence

- #ody language

- ost $ssessment

- 1esume writing

Text oo!:1. $ to K of !nterview H rof L(r. <.).adhy and

MadhuchhandaJ 8st edition* 566@

#e"erence oo!s:

8J ersonal (evelopment for 0ife H Masters Aallace* 86th edition* )engageand work 0earning #aruch* ?. 566>.

5J Managing careers Theory - ngland earson ducation.and practice.

;J Managing careers in organi"ations ,eldman* (. 87@@.. /lenview* &cott*,oresman.

>J /iving voice to values 4ow to - /entile* M. ). 5686. ?ale 9niversity ress.

&peak ?our Mind Ahen ?ou<now its 1ight.

=J #ehavior in organi"ations - /reenberg* G. 877=. nglewood )liffs*9nderstanding and managing %.G. rentice 4all.the human side of work.

2J )areer management and - 4arrington* #. + 4all* (. 566:. 0oswork-life integration 9sing $ngeles &age publications.self-assessment to navigatecontemporary careers.

:J 'rgani"ational behavior - Gohns* /. 87@@. /lenview &cott*

9nderstanding life at work. ,oresman.

@J @ to #e /reat The @-Traits - &t Gohn* 1. 566:.. Train of Thought $rtsThat 0ead to /reat &uccess ublishing.

7J The Time aradox The %ew - Kimbardo* . and #oyd* G. 566@. ,reesychology of Time That Aill ress* %?)hange ?our 0ife.




(EME(TE#

Course Code : 71

Course Title : C,(TO)E #O;ECT

)o. o" Credits : 8

Contact Hours : 80

Objective :

• To providing opportunity to the students to identify their research ideas and

pursue the same through the capstone project .

• To apply the basic concepts* tools* techniques learnt in the first year with thespecialised domain knowledge to have a holistic view of the researchproblem.

Content

9ollo4ing are some o" t'e t*pical areas t'at could be c'osen b* students"or project 4or!

• #usiness Model of E$ (iet 1estaurant for &KsF and its analysis using MullinDs &even

(omain Model

• #randing in /lobal &cenario

• $ roject on Marketing and (istribution of ,inancial !nstruments

• arameters of Trust in #anking &ector

• 1ising influence of kids in the purchasing decisions

• Marketing Mix and ,acebook fficacy of Marketing Mix

• 9nderstanding the )ritical &uccess ,actors with 1espect to the !ndian 'rgani"ed (urable

Market

• sychological and #ehavioral ffects of ,acebook

• /oogle $dwords and &tudy of company website

• $re youngsters shifting from traditional sports to &peedy &ports like !ndian ,ormula 8 /rand

rixN

marketing syllabus 2013-15 final modified on 5-7-13

Documents