m.b.a supply chain...

SINGHANIA UNIVERSITY

CURRICULUM AND SYLLABUS

M.B.A Supply Chain Management

Singhania UniversityM.B.A. Supply Chain Management

SyllabusM.B.A. (Sem. - I)

Accounting for Business Decisions

1. Basic Concepts :

Meaning of Business decisions and importance of business decisions.

Forms of business organizations, meaning of accounting, basic conepts,

terms used in business accounting. Types of accounts, journal, ledger and

trial balance. Accounting equations and users of accounting information.

Accounting concepts and conventions. Difference between financial, cost

accounting and management accounting, Use and applicability of Tally in

accounting.

2. Understanding of Financial Statements :Meaning of Financial statements. Importance and objectives of financial

statements. Preparation of final accounts of sole proprietary firm. Making

financial decisions on the basis of financial statements.

3. Cost Accounting :

Basic concepts of cost accounting. Objectives of Cost Accounting, Classi-

fication and analysis of costs, Relevant and irrelevant costs, differential

costs, sunk costs, Preparation of Simple Cost sheet.

4. Cost Control :

Material cost control, Procurement, Pricing of issues, Inventory control tech-

niques, Fixation of various levels, Economic order quantity, material losses,

Labour cost control, time keeping and time booking, Overheads, Collec-

tion, Classifications, allocation and apportionment of overheads.

5. Decision making tools :

Marginal costing, Break-even point, Cost Volume Profit analysis, Optimiz-

ing product mix, Pricing decisions. Budgeting - Cash and Flexible budgets

only, Standard costing – Material and Labour Variances only.

Semester - I

Unit TopicNo.

M.B.A. (Sem. - I)

Basics of Marketing

1.1 Definition & Functions of Marketing: Scope of Marketing,

Core concepts of marketing such as Need, Want, Demand,

Customer Value, Exchange, Customer & Consumer,

Customer Satisfaction, Customer Delight, Customer Loyalty,

Marketing v/s Market

1.2 Markets: Definition of Market, Competition, Key customer

markets, Marketplaces, Market spaces, Metamarkets

1.3 Company Orientation towards Market Place: Product,

Production, Sales, Marketing, Societal, Transactional,

Relational, Holistic Marketing Orientation. Selling versus

Marketing. Concept of Marketing Myopia.

1.4 Introduction to the Concept of Marketing Mix: Origin &

Concept of Marketing Mix and Definitions of 7Ps.People,

Processes & Physical Evidence

1.5 New Marketing Realities: Major Societal Forces, New

Consumer Capabilities & New Company Capabilities.

Comparison between Organizational Buying behavior and

consumer buying behavior, Buying roles,

3.1 Concept of Environment: Macro and Micro, Need for

analyzing the Marketing Environment

3.2 Macro Environment: Analyzing the Economic, Socio

cultural, Demographic, Political – Legal - Regulatory,

Technical, Environmental environments.

3.3 Linkage of Marketing Function with all functions in the

organization.

3.4 Concept of Market Potential & Market Share

Syllabus

Sr.No. Topic

1. Introduction to Marketing

2. Consumer Behavior:

2.1 Meaning & importance of consumer behavior,

2.2 Five steps buyer decision process

3. Marketing Environment:

approaches

4.2 Segmentation: Definition, Need for segmentation, Benefits

of segmentation to marketers, Bases for market

segmentation of consumer goods & industrial goods,

Criteria for effective segmentation.

4.3 Levels of Market Segmentation: Segment Marketing, Niche

Marketing, Local Marketing, Mass Marketing.

4.4 Target Market : Concept of Target Market and criteria for

selection of target market

4.5 Positioning: Concept of Differentiation &Positioning,

Introduction to the concepts of Value Proposition & USP.

5.1 Product :Meaning of product, Goods & Services Continuum,

Classification of consumer products – Convenience,

Shopping, Specialty, Unsought, classification of industrial

products – material & parts, capital items, supplies &

services

5.2 Product Levels: The customer value hierarchy

5.3 Product Mix: Width, Depth, Consistency & Product line.

4 Segmentation, Target Marketing & Positioning:

4.1 Marketing as Value Delivery Process: Traditional & modern

5 Product – The First Element of Marketing Mix:

M.B.A. (Sem. - I)

Business Research Methods

1.1 Research: – Definition, Why study Business Research?

What is good research? Decision Support, Business

Intelligence, Research applications in functional areas of

Business, Emerging trends in Business research.

1.2 Research & the Scientific Method: Characteristics of

scientific method.

1.3 Steps in Research Process

1.4 Concept of Scientific Enquiry: - Formulation of Research Problem – Management Question – Research Question – Investigation Question

1.5 Research Proposal: – Elements of a Research Proposal, Drafting a Research Proposal, Evaluating a research proposal (Students are expected to draft and evaluate a real life research proposal)

2.1. Concept, Features of a good research design, Use of a

good research design

2.2. Qualitative research and Quantitative research approaches,

Comparison - Pros and Cons of both approaches.

2.3. Exploratory Research Design: Concept, Types: Qualitative

techniques - Projective Techniques, Depth Interview,

Experience Survey, Focus Groups, Observation.

2.4. Descriptive Research Designs: Concept, types and uses.

Concept of Cross-sectional and Longitudinal Research

2.5. Experimental Design: Concept of Cause, Causal relationships, Concept of Independent & Dependent variables, concomitant variable, extraneous variable, Treatment, Control group. (Elementary conceptual treatment expected)

2.6. Hypothesis: Qualities of a good Hypothesis –Framing Null Hypothesis & Alternative Hypothesis. Concept of Hypothesis Testing - Logic & Importance

Syllabus

Sr.No. Topic

1. Foundations of Research:

2. Research Design:

3.1. Concept of Measurement: what is measured? Problems in

measurement in management research - Validity and

Reliability. Levels of measurement - Nominal, Ordinal,

Interval, Ratio.

3.2. Attitude Scaling Techniques:Concept of Scale – Rating

Scales viz. Likert Scales, Semantic Differential Scales,

Constant Sum Scales, Graphic Rating Scales – Ranking

Scales – Paired Comparison & Forced Ranking - Concept

and Application.

3.3. Types of Data - Secondary Data: Definition, Sources,

Characteristics, Searching world wide web for data, Issues

to be considered for secondary data, sufficiency, adequacy,

reliability, consistency.

3.4. Types of Data - Primary Data: Definition, Advantages and

disadvantages over secondary data,

3.5. Questionnaire Method: Questionnaire Construction -

Personal Interviews, Telephonic survey Interviewing,

Email/Internet survey, online survey sites, their utility,

constraints

Statistical Population, Sample, Characteristics of a good

sample. Sampling Frame (practical approach for

determining the sample frame expected), Sampling errors,

Non Sampling errors, Methods to reduce the errors, Sample

Size constraints, Non Response.

4.2. Probability Sample: Simple Random Sample, Systematic

Sample, Stratified Random Sample, Area Sampling &

Cluster Sampling.

4.3. Non Probability Sample: Judgment Sampling,

Convenience Sampling, Purposive Sampling, Quota

Sampling & Snowballing Sampling methods. Determining

size of the sample - Practical considerations in sampling

and sample size, (sample size determination formulae and

numerical not expected)

3. Measurement & Data:

4 Sampling:

4.1. Basic Concepts: Defining the Universe, Concepts of

5.1. Data Analysis : Editing, Coding, Univariate analysis -

Tabular representation of data, frequency tables,

Construction of frequency distributions and their analysis in

the form of measures of central tendency – Mean, Median

and Mode; their relative merits and demerits,

5.2. Graphical Representation of Data: Appropriate Usage of

Bar charts, Pie charts, Histogram, Leaf and stem, Candle

stick, Box plots. (Use of MS Excel)

5.3. Bivariate Analysis: Cross tabulations, Use of percentages,

Bivariate Correlation Analysis - meaning & types of

correlation, Karl Person’s coefficient of correlation and

spearman’s rank correlation; Scatter plots, Chi-square test

including testing hypothesis of association, association of

attributes. (Formulae and calculation are not expected.

Interpretation of the given data and scenario analysis is

expected for appropriate managerial decision inferences to

be drawn.)

5.4. Linear Regression Analysis: Meaning and two lines of

regression; relationship between correlation and regression

co-efficient (Formulae and calculation are not expected.

Interpretation of the given data and scenario analysis is

expected for appropriate managerial decision inferences to

be drawn.)

5.5. Test of Significance: Small sample tests: t (Mean,

proportion) and F tests, Z test, Non parametric tests:

Binomial test of proportion, Randomness test; Analysis of

Variance: One way and two way Classifications (Formulae

and calculation are not expected. Interpretation of the given

data and scenario analysis is expected for appropriate

managerial decision inferences to be drawn.)

5.6. Research Reports: Structure of Research report, Report

writing and Presentation.

5 Data Analysis & Report Writing:

M.B.A. (Sem. - I)

Economic Analysis for Business Decisions

Introduction to Economics , Basic Economic Problem, Circular

Flow of Economic Activity , Nature of the firm - rationale,

objective of maximizing firm value as present value of all future

profits, maximizing, satisficing, optimizing, principal agent

problem, Accounting Profit and Economic Profit , Role of profit in

Market System , Adam Smith and Invisible Hand.

Determinants of Market Demand at Firm and Industry level –

Elasticity of Demand - Market Demand Equation – Use of

Multiple Regression for estimating demand – Case study on

estimating industry demand (formulating equation and solving

with the aid of software expected)

Demand and Supply: Market Equilibrium – Pricing under

perfect competition, monopolistic competition, Case study on

pricing under monopolistic competition , Oligopoly - product

differentiation and price discrimination; price- output decision in

multi-plant and multi-product firms.

Cost Concept, Opportunity Cost, Marginal, Incremental and

Sunk Costs, Cost Volume Profit Analysis, Breakeven Point,

Case Study on marginal costs.

Risk Analysis and Decision Making: Concept of risk,

Expected value computation, Risk management through

Insurance, diversification, Hedging, Decision Tree Analysis,

Case Study on Decision tree Technique.

Syllabus

Sr.No. Topic

1. Basic Concepts of Economics:

2. Demand Analysis and Forecasting:

3. Cost Concepts:

4 Money and Capital Markets in India:

Role and Functions of Money Markets, Composition of Money

Market, Money Market Instruments , Reserve Bank of

India – Functions , Regulatory Role of RBI w.r.t. Currency, Credit

and Balance of Payment, Open Market Operations.

Role and Functions of Capital Markets, Composition of Capital

market, Stock Exchanges in India, Role of SEBI, understanding

of stock market quotations in financial press expected.

Familiarity with important terms/agencies/approaches/practices

related to National Income (such as GDP, PPP, Growth Rate),

Foreign Trade (such as GATT, WTO) and union budget (such as

Revenue Account, Capital Account, Revenue Deficit, Fiscal

Deficit, Plan and Non-plan expenditure) is expected.

Understanding of Summarized budget for the current financial

year is required (knowledge of detailed budget provisions not

required).

5 Public Finance Infrastructure:

M.B.A. (Sem. - I)

Legal Aspects of Business

Essential elements of valid contract

Performance an discharge of contract

Breach of contract - meaning and remedies

Contracts of indemnity - meaning, nature-right of indemnity

holder and indemnifier

Contract of guarantee – meaning, nature and features – types of

guarantee

provisions relating to various types of guarantee.

Surety and co-surety – rights and liabilities – discharge of surety

Agency – agent and principal, creation of agency – classification

of agents – relationship between principal and agent – agent’s

authority – revocation and renunciation – rights duties and

liabilities of agents and principal –termination of agency.

Contract of sale of goods – meaning –essentials of contract of

sale – formalities of contract of sale

Conditions and warranties

Transfer of property or ownership

Performance of contract of sale

Rights of unpaid seller – rules as to delivery of goods

Negotiable Instruments – meaning – characteristics – types –

parties – holder and holder in due course

Negotiation and types of endorsements

Dishonour of negotiable instruments - noting and protesting

Liability of parties on Negotiable Instruments

Syllabus

Sr.No. Topic

1. The Indian Contract Act 1871

2. Sale of Goods Act 1930

3. Negotiable Instruments Act, 1881

4 Companies Act 1956

Company – definition – meaning – features and types of

companies.

Incorporation of a company – memorandum of association,

articles of association and prospectus

Share Capital- types of share capital – increase/decrease of

share capital – buy-back of shares.

Consumer Protection Act 1986 – definitions of consumer,

consumer disputecomplaint – goods –service – unfair trade

practice – consumer dispute redressal agencies

Information Technology Act – Digital Signature – Electronic

Governance Intellectual Property Laws – Understanding of

concepts of patents, copyrights, trademarks and designs

5 Other Laws:

M.B.A. (Sem. - I)

Organisational Behaviour

2. Individual Process And Behavior: 8+2

2.1 Attitude: Importance of attitude in an organization, Right

Attitude, Components of attitude, Relationship between behavior

and attitude, Developing Emotional intelligence at the workplace,

Job attitude, Barriers to changing attitudes

2.2 Personality and values: Definition and importance of

Personality for performance, The Myers-Briggs Type Indicator

and The Big Five personality model, Significant personality traits

suitable to the workplace (personality & job – fit theory),

Personality Tests and their practical applications.

2.3 Perception: Meaning and concept of perception, Factors

influencing perception, Selective perception, Attribution theory,

Perceptual process, Social perception (stereotyping and halo

effect).

2.4 Motivation: Definition & Concept of Motive & Motivation,

The Content Theories of Motivation (Maslow’s Need Hierarchy &

Herzberg’s Two Factor model Theory), The Process Theories

(Vroom’s expectancy Theory & Porter Lawler model),

Contemporary Theories- Equity Theory of Work Motivation

3. Interpersonal Processes And Behavior, Team And

Leadership Development

3.1 Foundations of Group Behavior: The Meaning of Group &

Group behavior & Group Dynamics, Types of Groups, The Five -

Stage Model of Group Development

3.2 Managing Teams: Why Work Teams, Work Teams in

Organization, Developing Work Teams, Team Effectiveness &

Team Building

3.3 Leadership: Concept of Leadership, Styles of Leadership,

Syllabus

Sr.No. Topic

1. Fundamentals of OB

Definition, scope and importance of OB, Relationship between

OB and the individual, Evolution of OB, Theoretical framework

(cognitive, behavioristic and social cognitive), Limitations of OB.

Trait Approach, Contingency Leadership Approach,

Contemporary leadership, Meaning and significance of

contemporary leadership, Concept of transformational

leadership, Contemporary issues in leadership, Contemporary

theories of leadership, Success stories of today’s Global and

Indian leaders.

5.1 Organizational Change: Meaning, definition & Nature of

Organizational Change, Types of Organizational change, Forces

that acts as stimulants to change.

5.2 Implementing Organizational Change: How to overcome

the Resistance to Change, Approaches to managing

Organizational Change, Kurt Lewin’s- Three step model, Seven

Stage model of Change & Kotter’s Eight-Step plan for

Implementing Change, Leading the Change Process, Facilitating

Change, Dealing with Individual & Group Resistance,

Intervention Strategies for Facilitating Organizational Change,

Methods of Implementing Organizational Change, Developing a

Learning Organization.

4 Organization System:

Organizational Culture: Meaning & Definition of Organizational

Culture, Creating & Sustaining Organizational Culture, Types of

Culture (Strong vs. Weak Culture, Soft vs. Hard Culture & formal

vs. Informal Culture) , Creating Positive Organizational Culture,

Concept of Workplace Spirituality.

5 Managing Change :

SyllabusM.B.A. (Sem. - II)

Decision Science

Importance of Decision Sciences and Role of quantitative techniques indecision making.

1.2 Assignment Models:Concept, Flood’s Technique/ Hungarian Method, applications includingrestricted & multiple assignments.

1.3 Transportation Models:Concept, Formulation, Problem types: Balanced, unbalanced,Minimization, Maximization Basic initial solution using North West Corner,Least Cost & VAM, Optimal Solution using MODI.

2.2 Markov Chains & Simulation Techniques:Markov chains: Applications related to management functional areas,Implications of Steady state Probabilities, Decision making based onthe inferences Monte Carlo Simulation, scope and limitations.

3.2 Game Theory :Concept, 2 by 2 zero sum game with dominance, Pure and Mixed Strategy

3.3 Queuing Theory:Concept, Single Server ( M/M/I , Infinite, FIFO) and Multi Server (M/M/C,Infinite, FIFO)

4.2 Sequencing problems :Introduction, Problems involving n jobs- 2 machines, n jobs- 3 machines& n jobs-m machines; Comparison of priority sequencing rules.

Concept, Addition, Conditional Probability theorem based decisionmaking, (Numerical based on functional areas of business expected).

5.2 Probability Distributions :Normal, Binomial, Interval estimation, standard errors of estimation.

Semester - II

Unit TopicNo.

1. 1.1 Introduction :

2. 2.1 Linear Programming:Concept, Formulation & Graphical Solution

3. 3.1 Decision Theory :Concept, Decision under risk (EMV) and uncertainty

4. 4.1 CPM and PERT :Concept, Drawing network, identifying critical pathNetwork Calculations :Calculating ESt, LST, EFT, LFT, Slack and probability of project completion

5. 5.1 Probability :


Financial Management

Introduction of Business Finance: Meaning, Definition of FinancialManagement, Goals of Financial Management (Profi tMaximization and Wealth Maximization), Modern approachesto Financial Management – (Investment Decision, FinancingDecision and Dividend Policy Decisions) Finance and otherrelated disciplines, Functions of finance manager, Keystrategies of financial management, Financial Planning –Principles and Steps in Financial Planning.

Meaning, Factors affecting the capital structure, DifferentSources of Finance and its Types, Concept and measurementof cost of capital, measurement of specific costs WACC,Trading on equity and its types.

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Unit TopicNo.

1. Business Finance :

2. Capital structure:

Meaning, Nature, Objectives, Understanding of financialstatements, Schedule VI of Companies Act, Tools of analysis,interpretation and limitations of financial analysis, Fund flowstatement (Working capital basis), Understanding Cash flowstatement – Difference between Cash flow and Fund flowstatement, Ratio analysis (computation and interpretations ofratios)

3. Techniques of Financial Analysis


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Meaning, Definition and types of evaluating the project onthe basis of Traditional Techniques and Modern Techniques(viz. Payback period, Discounted Payback period, NPV, ARR,IRR, PI) Time Value of Money.

Nature and Scope, Components of working capital, operatingcycle, types of working capital, Sources of Working CapitalFinancing, Factors affecting working capital, estimation ofworking capital requirement.

Note:

1. Theory 30% and Numerical Problems 70%.

2. Numerical Problems will be asked on following topics

only – Calculation of Cost of Capital: Specific Costs –

Cost of Equity / Preference / retained earnings andDebt, Weighted Average Cost of Capital, Leverages.

Problems on Ratio analysis (computation and Interpretationsof ratios). Simple problems on Fund flow statement.

Capital budgeting: Payback period, Discounted PaybackPeriod, NPV, ARR, IRR, PI.

Problems on Estimation of Working Capital.

Unit TopicNo.

4. Capital Budgeting :

5. Working Capital Management :


Human Resource Management


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Introduction to HRM and framework - Nature of HRM, Scope of HRM,

HRM: Functions and Objectives, HRM: Policies and practices.

HRM and SHRM - Nature of SHRM, The strategic functions of HRM

understood and implemented in the company, Global competitiveness

and Strategic HR, Linkage of organisational and HR strategies.

Models of SHRM - The Integrated system model, Devanna et. al -

strategic human resource management "matching model".

Job Analysis and Design - Job Analysis: introduction, Importance of

job analysis, purpose of job analysis, benefits of job analysis, competency

based job analysis, Job Design: Writing job description, introduction,

and factors affecting job design. Job characteristics model (Hackman

and Oldham, 1976) of effective job and job satisfaction.

Human Resource Planning - The need of man power planning , What

is Human Resource Planning, Definition, objectives, importance, benefits,

the process of Human resource planning, Preparing manpower inventory.

(supply Forecasting).

Recruitment - Strategic approach to recruitment, Labour markets and

recruitment, Geographic labour markets, Global labour markets, Industry

Unit Topic

No.

1. Framework of Human Resource Management :

2. HR Procurement :





and occupational labour markets, Educational and technical labour

markets, Unemployment rate and labour markets, Recruiting and diversity

considerations, Employment advertising, Recruiting Diverse workers,

Recruiting Source choices: internal vs. external - Internal: Organisational

Database, Job postings, Promotions and Transfers, Current Employee

Reference and Re-recruiting of former employees and applicants,

External: College and University recruiting, school recruiting, Labour

Unions, Employment agencies and headhunters, competitive sources,

media sources, E-Recruiting methods -Internet job boards, Professional/

career websites, Employer websites.

Selection - Introduction to selection process, Selection procedure.

Employee Training and Development Nature of training, Training process,

Training needs assessment, Training evaluation, Training design,

Implementing Training programs(Training methods), Implementing

management development programs.

Performance- Definition, Why to measure performance ? Use of

performance data, measurement process, Performance feedback,

Compensation- concept, Traditional approach, current trends in

compensation, Linking compensation with performance- Advantages &

Problems, Team based Incentives.

Concept, Importance, Organisational Entry, employee Status, Flexible

Work arrangement, Employee Surveys, Handbooks, Violations of Policy/

Discipline, Organisational Exit, Termination, Resignation, downsizing,

Lay off Retirement.

Unit Topic

No.

3. Training and Development :

4. Employee Appraisal & Compensation :

5. Managing Employee Relations :


Marketing Management

1.1 New Product Development :Need for new product development, Booz Allen &Hamilton Classification Scheme for New Products

1.2 New Product Development Process :Idea Generation to commercialisation.

1.3 Branding :Introduction to Branding, Product Vs. Brand, Meaning of abrand, brand equity & brand elements.

1.4 Packaging & Labeling :Meaning & role of Packaging & Labeling, Primary, Secondary& Shipment packages

1.5 Product Life Cycle :Concept & characteristics of Product Life Cycle, Relevanceof PLC, Types of PLC and Strategies across stages of thePLC.

Meaning, Importance and Factors influencing pricing decisions2.2 Setting the Price :

Setting pricing objectives, Determining demand, Estimatingcosts, Analysing competitors' pricing, Selecting pricingmethod, Selecting final price.

2.3 Adapting the Price :Geographical pricing, Price discounts & allowances,Promotional pricing, Differentiated pricing.


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Unit TopicNo.

1. New Product Development & Product Life Cycle :

2. Price :2.1 Pricing Basics :


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2.4 Price Change :Initiating & responding to price changes.

Channel functions & flows, channel levels.3.2 Channel Design Decisions :

Analysing customers' desired service output levels,establishing objectives constraints, Identifying & evaluatingmajor channel alternatives

3.3 Channel Options :Introduction to Wholesaling, Retailing, Franchising, Directmarketing , E- Commerce Marketing Practices

3.4 Market Logistics Decisions :Order processing, Warehousing, Inventory, andTransportation.

The role of marketing communications in marketing effort.4.2 Communication Mix Elements :

Introduction to Advertising, Sales Promotion, PersonalSelling, Public Relations, Direct Marketing. Concept ofIntegrated Marketing Communications (IMC)

4.3 Developing Effective Communication :Identifying target audience, determining communicationobjectives, designing the communications, selectingcommunication channels

4.4 Deciding Marketing Communications Mix :Factors in setting marketing communication mix, measur-ing communication results

Preparation & evaluation of a product level marketing plan,Nature & contents of Marketing Plans- Executive Summary,Situation Analysis, Marketing Strategy, Financials, Control.

5.2 Marketing Evaluation & Control :Concept, Process & types of control - Annual Plan Control,Profitability Control, Efficiency Control, Strategic Control,Marketing audit

Unit TopicNo.

3. Place :3.1 The Role of Marketing Channels :

4. Promotion :4.1 Introduction :

5. Marketing Planning & Control :5.1 Product Level Planning :


Management Information Systems

Need, Purpose and Objectives - Data, Information, Knowledge - Types ofInformation Systems - Information as a strategic resource - Use ofinformation for competitive advantageInformation Technology Infrastructure :Information Systems Architecture - Mainframe, Client, Server, Web Based,Distributed, Grid, Cloud - Overview of Hardware, Software, Storage andNetworking Devices - Networks Types - Topologies of Networks

Concept- Relational Model Applications - DBMS Architecture2.2 Systems Engineering Analysis and Design :

Systems Concept - Systems Development Life Cycle - AssessingEnterprise Information requirements - Alternative System BuildingApproaches - Prototyping - Rapid Development Tools - CASe Tools -Object Oriented Systems (Only introduction to these tools andtechniques)

Data Warehousing and Data Mining Business Intelligence and Analytics- Group Decision Support Systems - Executive Information Systems -Executive Support Systems - Geographical Information Systems -Expert Systems and Knowledge Based Expert Systems - ArtificialIntelligence.

MIS Model for a digital firm - Organisation Structure for digital firm - e- Business Models and Applications - Mobile computing, Call Centers,

BPO4.2 Management Issues in MIS :

Information Security and Control - Quality Assurance - Ethical and Social Dimensions - Intellectual Property Rights as related to IT Services - IT Products

Unit TopicNo.1. Management Information Systems :

2. Data Base Management Systems :2.1 Data Base Management Systems:

3. Decision Support Systems :3.1 Decision Support Systems

4. Digital Firm Perspective :4.1 Digital Firm Perspective :

5. Applications of MIS :5.1 Applications of MIS in functional areas as well as in the service

sector should be covered with the help of minimum 5 case studies.

SyllabusOperations and Supply Chain Management

M.B.A. (Sem. - II)

1.1 Definition, Concept, Significance and Functions of Operationsand SCM. Evolution from manufacturing to operationsmanagement, Physical distribution to Logistics to SCM,Physical Goods and Services Perspectives

1.2 Quality :Definitions from various Perspectives, Customers view andManufacturer's view, Concept of Internal Customer, Overviewof TQM and LEAN Management, Impact of Global Competition,Technological Change, Ethical and Environmental Issues onOperations and Supply Chain functions.

Volume Variety and Flow. Types of Processes and OperationsSystems - Continuous Flow system and intermittent flowsystems

2.2 Process Product Matrix :Job Production, Batch Production, Assembly line andContinuous Flow, Process and Product Layout

2.3 Service System Design Matrix :Design of Service Systems, Service Blueprinting

Role and Functions3.2 Demand Forecasting :

Forecasting as a Planning Tool, Forecasting Time Horizon,


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Unit TopicNo.

1. Introduction to Operations and Supply Chain Management :

2. Operations Processes :2.1 Process Characteristics in Operations :

3. Production Planning & Control :3.1 Production Planning & Control (PPC) :


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Sources of Data for forecasting, Accuracy of Forecast,Capacity Planning.

3.3 Production Planning :Aggregate production Planning, Alternatives for ManagingDemand and Supply, Master Production Schedule, CapacityPlanning - Overview of MRP, CRP, DRP , MRP II

3.4 Production Control :Scheduling, Loading, Scheduling of Job Shops and FloorShops, Gantt Charts

Continuous and Intermittent demand System, concept ofinventory, need for inventory, types of inventory - seasonal,decoupling, cyclic, pipeline, safety - Implications for InventoryControl Methods.

4.2 Inventory Costs :Concept and behaviour of ordering cost, carrying cost,shortage cost.

4.3 EOQ :Basic EOQ Model - EOQ with discounts

4.4 Inventory control :Classification of material - ABC Analysis -VED, HML, FSN,GOLF, SOS. (Numericals expected on Basic EOQ, EOQwith discounts & ABC), Inventory turns ratios, Fixed Orderquantity Model - Periodic Review and Re-order Point

Generalized Supply Chain Management Model - Key Issuesin SCM - Collaboration, Enterprise Extension, responsiveness,Cash to Cash Conversion,

5.2 Customer Service :Supply Chain Management and customer service linkages,Availability service reliability perfect order, customersatisfaction Enablers of SCM - Facilities, Inventory,Transportation, Information, sourcing, Pricing .

Unit TopicNo.

4. Inventory Planning and Control :4.1 Inventory Planning and Control :

5. Supply Chain Management :5.1 Supply Chain Management :

Syllab us M.B.A. (Sem. - III) Strategic Management

1.1 Understanding Strategy : Concept of strategy, Corporate, Business and Functional Levels of Strategy

1.2 Introduction to Strategic Management : Meaning and Characteristics of strategic management, strategic management Vs. operational management

1.3 Four Phases in Strategic Management Process : Stakeholders in business and their roles in strategic management.

1.4 Hierarchy of Strategic Intent : Meaning & attributes of strategic intent, Meaning of Vision, Process of envisioning, Meaning of mission, difference between vision & mission, characteristics of good mission statements, Business definition using Abell’s three dimensions, objectivities and goals, Linking objectives to mission & vision. Critical success factors (CSF), Key Performance Indicators (KPI), Key Result Areas (KRA).

1.5 Analyzing Company’s External Environment : Environmental appraisal Scenario planning - Preparing an Environmental Threat and Opportunity Profile (ETOP)

Analyzing Industry Environment : Industry Analysis - Porter’s Five Forces Model of competition, Entry & Exit Barriers, Strategic Group analysis.

2 2.1 Analyzing Company’s Internal Environment : Resource based view of a firm, meaning,

Semester - III

Unit Topic .

1

types & sources of a competitive advantage, analyzing Company’s Resources and Competitive Position. VRIO Framework, competitive advantage, competitive parity & competitive disadvantage, Core Competence, characteristics of core competencies, Distinctive competitiveness. Benchmarking as a method of comparative analysis.

2.2 Value Chain Analysis Using Porter’s Model : Primary & secondary activities.

2.3 Organizational Capability Profile : Strategic Advantage Profile, Concepts of stretch, leverage & fit, ways of resource leveraging - concentrating, accumulating, complementing, conserving, recovering.

2.4 Portfolio Analysis : Business Portfolio Analysis-BCG Matrix-GE 9 Cell Model.

3 3.1 Generic Competitive Strategies : Meaning of generic competitive strategies, Low cost, Differentiation, Focus - when to use which strategy

3.2 Grand Strategies : Stability, Growth (Diversification Strategies, Vertical Integration Strategies, Mergers, Acquisition & Takeover Strategies, Strategic Alliances & Collaborative Partnerships), Retrenchment - Turnaround, Divestment, Liquidation, Outsourcing Strategies.

4 4.1 Strategy Implementation : Components of a strategic plan, barriers to implementation of strategy, Mintzberg’s 5Ps - Deliberate & Emergent Strategies, Mc Kinsey’s 7s Framework

4.2 Organization Structures For Strategy implementation : entrepreneurial functional, divisional, SBU Matrix, Network structures, Cellular/Modular organization, matching structure to strategy, organizational

design for stable Vs. turbulent environment.

4.3 Changing Structures & Processes : Reengineering & strategy implementation - Principles of Reengineering, Six Sigma - Process consisting of defining, measuring, analyzing, improving & establishing steps, Lean Six Sigma (Concepts only)

4.4 Corporate Culture : Building Learning Organizations promoting participation through technique of Management by Objectives (MBO), Total Quality Management (TQM)

4.5 Strategy Evaluation : Operations Control and Strategic Control - Symptoms of malfunctioning of strategy - Use of Balanced Scorecard for strategy evaluation.

5 5.1 Blue Ocean Strategy : Difference between blue & red ocean strategies, principles of blue ocean strategy, Strategy Canvass & Value Curves, Four Action framework

5.2 Business Models : Meaning & components of business models, new business models for Internet Economy-E-Commerce Business Models and Strategies - Internet Strategies for Traditional Business - Virtual Value Chain

5.3 Sustainability & Strategic Management: Threats to sustainability, Integrating Social & environmental sustainability issues in strategic management, meaning of triple bottom line, people-planet-profits.

M.B.A. (Sem. - III)

Enterprise Performance Management

1.1 Performance Management :

Concept, Need, Linkages with Strategic

Planning, Management Control and

Operational Control

1.2 Performance Evaluation Parameter :

Financial - Responsibility Accounting -

Concept of Responsibility Centers,

Revenue Centre, Expese Centre -

Engineered and Discretionary costs -

Committed costs, Profit Centre, Investment

Centers, ROI, ROA, MVA, EVA - DuPont

analysis. (Numericals Not expected -

Interpretation only) Limitations of Financial

Measures

1.3 Performance Evaluation Parameters :

Non-financial Performance measures -

Balanced Scorecard, Malcolm Baldrige

Framework

1.4 Measuring SBU Level Performance :

Concept, Need, Linkages with Enterprise

Performance Mangaement Goal

Congruence. Transfer Princing - Objective,

Concept, Methods - Cost based, Market

price based & Negotiated, Applicability of

Transfer Pricing.

Syllabus

Unit Topic

1

2 2.1 Capital Expenditure Control :

Concept, Need, Process of Capital

Budgeting, Types of capital expenditure

decisions - per-sanction, operational and

post - sanction control of capital

expenditure.

2.2 Tools & Techniques of Capital

Expenditure Control :

Technical Performance Measurement,

Post completion audit

3 3.1 Performance Evaluation Parameters for

Banks :

Customer Base, NPAs, Deposits, Rol,

Financial Inclusion, Spread, Credit

Appraisal, Investements.

3.2 Performance Evaluation Parameters for

Retail :

ABC analysis, Sell Through Analysis,

Multiple Attribute Method, Gross Margin

Return on Investment (GMROI), GMROI as

Gross Margin/ Average Inventory at Cost

4 4.1 Performance Evaluation Parameters for

Projects :

Project Control Process : Setting base line

plan, Measuring, progress and

performance, comparing plan against

action, Taking action, Schedule variance (time

overruns), Project Cost Variance (cost overrruns)

4.2 Performance Evaluation Parameters for

Non-Profit :

Features of Non-profit organizations, fund

accounting, governance, product pricing,

strategic planning & budget preparations,

social audit,

5 5.1 Audit Function as a Performance

Measurement Tool : 7+2

Financial Audit, Internal Audit, Cost Audit,

Management Audit - Principles and

Objectives (Audit Reports / Formats are

expected to be, discussed in the class from

a performance measurement perspective).

M.B.A. (Sem. - III)

Startup and New Venture Management

1.1 Concept and Definitions :

Entrepreneur and Entrepreneurship,

Entrepreneurship and Economic Development;

A Typology of Entrepreneurs;

1.2 Entrepreneurial Competencies :

The Entrepreneur’s Role, Task and Personality

Entrepreneurial Skills: creativity, problem

solving, decision making, communication,

leadership quality; McClelland’s N-Ach theory,

self-analysis, personal efficacy, culture and

values, risk-taking behaviour, technology

backup.

1.3 Factor Affecting Entrepreneurial Growth :

Economic, Non-Economic Factors; EDP

Programmes; Entrepreneurial Training;

1.4 Traits/Qualities of an Entrepreneures :

Entrepreneur; Manager Vs. Entrepreneur, The

Early Career Dilemmas of an Entrepreneur,

Defining Survival and Success,

Entrepreneurship as a Style of Management,

The Entrepreneurial Venture and the

Entrepreurial Organization. Entrepreneurial

Process.

1.5 Steps of entrepreneurial process :

Deciding -Developing-Moving-Managing-

Recognizing.

2 2.1 Opportunity/Identification and Product

Selection :

Entrepreneurial Opportunity Search and

Syllabus

Unit Topic

1

Identification;

2.2 Product Selection :

criteria to Select a product

2.3 Conducting Feasibility Studies :

Project Finalization; Sources of information.

2.4 Entry strategies :

New Product, Franchising, Partial Momentum,

Sponsorship and Acquisition

2.5 Intellectual property :

Creation and Protection.

3 3.1 Small Enterprises and Enterprise Launching

Formalities :

Definition of Small Scale; Rationale; Objective;

Scope; Role of SME in Economic Development

of India: SME; Registration; NOC from Pollution

Board; Machinery and Equipment Selection

Project Report Preparation :

Specimen of Project Report; Project Planning

and Scheduling using Networking Techniques of

PERT/CPM ;Methods of Project Appraisal-

economic viability and market feasibility,

requirements of financial institutions, projected

financial statement preparation.

4 4.1 Role of Support Institutions and Management

of Small Business :

Director of Industries ;DIC; SIDO; SIDBI; Small

Industries Development Corporation (SIDC);

SISI; NSIC; NISBUED; State Financial

Corporation SFC;

Information :

Assistance from different organisations in setting

up a new venture, technology parks, industrial

corporation, directorate of industries/cottage and

small scale industries, SISI, Khadi and Village

industries Corporation/Board.

DGS and DNSIC, export and import, how to

apply for assitance - procedure, forms,

procedures for obtaining contract from Railways,

Defence, P and T etc., SIDBI.

4.2 Laws :

Liabilities under the Factories Act, Shops and

Establishment Act, Industrial Employment

(Standing Orders) Act, Environment Protection

Act, Sale of Goods Act, maintenance and

submission of statutory records and returns,

understanding labour - management

relationship.

5 5.1 Case Studies :

Diagnostic case studies of successful/

unsuccessful entrepreneurs, key variables

explanning success/failures, industrial sickness,

industrial reconstruction, technology

obsolescence, technology, transfer.

SyllabusEssentials of Supply Chain Management

(M.B.A. - Sem. - III) (SCM-301)

Unit Number

Chain (SC), Physical distribution, Logistics & Supply Chains, Generalized SC Model, Concept of SCM, Role of SC as a value driver: Integrative Management, Responsiveness, Financial Sophistication

2 Supply Chain Structure: Shift from enterprise to network, Structure of a SC, Push based SC, Pull based SC, Tradeoff between Push & Pull, Identifying appropriate Push & Pull Strategy for SC, Commodity & cost centric SC, Agile SC

3 Total SCM: Changing business landscape – driving forces: Shift from Operations to Services, Impact of globalization & technological revolution, Shift from linear SC to collaborative networks, power shifts in the SC- demands for flexibility of partnerships, core competencies, growth in outsourcing, Increased complexity of processes

4 SCM Building Blocks: Overview of customer focus & demand, resources & capacity management, procurement & supplier focus, inventory management, operations management, distribution management in SCM

5 Customer Value: Empowered consumer, Customer focused Marketing & SC service outputs, customer service – availability, operational performance, reliability. Customer satisfaction – customer expectations, enhancing customer satisfactions, limitations of customer satisfaction. Customer success – achieving customer success, value added services, customer value requirement mapping, CRM

Contents

1 21st Century Supply Chains: Concept & definitions of Supply

SyllabusLogistics Management

(M.B.A. - Sem. - III) (SCM- 302)

Unit Number

1 Context of Logistics: Introduction, definitions, logistics in the

economy a macro perspective, aim of logistics, activities of

logistics, value added role of logistics

2 Logistics in the firm: Micro dimensions of logistics, interface

with operations, manufacturing, marketing, supply chain,

Problems with fragmented logistics, Integrating logistics within

an organization, integrating logistics along the SC,

3 Approaches to analyzing logistics systems: Materials

Management v/s physical distribution, Cost centers, nodes v/s

links, logistics channel, cost perspective & level of optimality,

short run or static analysis, long run or dynamic analysis

Contents

4 Logistics Relationships: Types of relationships, Competitive

relationship, product relationship, spatial relationship, intensity

of involvement, logistics outsourcing activities – concept & types

of 3PL, 4PL, need for collaborative relationships

5 Service Response Logistics: Overview of service Operations

– service productivity, global service issues, service strategy

development, service delivery systems, service location &

layout, primary concerns of service response logistics – service

capacity, waiting times, distribution channels, service quality

SyllabusM.B.A. (Sem. - III)

Product Management

Product Management as a basis of marketing organisation structure. Role ofproduct Manager, skills required for product management. Productmanagement in consumer product industry Vs. Industrial Product industry.Overview of product level marketing plans

Levels of Market Competition & Its Product Strategy Implications : productform level, product category level, generic level, budget competition.

Methods of Determining Competitors : managerial judgment & Customerbased measures, competitor selection, sources of competitor information -primary & secondary sources.

Assessing competitors current objectives & Strategies, differential advantageanalysis, Predicting competitor’s future strategies.

Category attractiveness analysis through aggregate market factors & categoryfactors.

3.1 Capturing consumer voice, converting it into ideas, concepts & productsusing QFD & Kano diagram for new product development, selecting productprice performance levels,

4.1 Elements of a product strategy, setting objectives, selection of strategicalternatives-increasing sales, market share, profitability

4.2 Packaging & Labeling design

4.3 Positioning : Choice of customer targets, competitor targets & coreStrategy-Cost/Price, non-price strategies

4.4 Product Strategy over the life cycle - strategies for introduction, growth,maturity & decline stages.

Analysis : Conventional product profit accounting, Contributionoriented systems, Using the contribution margin rate.

5.3 Strategic Framework for control : Price-quantity decomposition, penetration- Market size decomposition

5.4 Capital Budgetting for Product Strategy : Overview and Basics

5.5 Marketing Metrics : Customers Based Metrics, Product-Market Based

Metrics, Marketing Mix Metrics, Web Metrics.

Unit Topic

No. Lectures

1. Introduction to Product Management :

2. Defining Competitive Set & Category Attractiveness Analysis :

3. Understanding Consumer Needs & Converting into Products :

3.2 New Product Failure

4. Developing Product Strategy :

5. Financial Analysis & Performance Appraisal for Product

Management :

5.1 Sales Analysis : Overview, Value of sales analysis, roadblocks.

5.2 Profitability

SyllabusManaging for Sustainability

(M.B.A. - Sem. - IV)

Unit Number

1 Corporate social responsibility: Concept, The nature of corporate responsibility and corporate citizenship, Relevance in the present day business environment.Corporate social responsibility and stakeholders: Internal and external stakeholders, Responsibility to various stakeholder groups, Interest and influence of various stakeholder groups, Formulating and implementing a policy for corporate social responsibilityBottom of the pyramid opportunities: Issues and opportunities for business in socially and environmentally sensitive world, Social and environmental problems and how they shape markets.

2 Sustainable Development: concept, definition of sustainable development, need, importance, education, Philosophical development, Gandhian Thought on Sustainable Development, Sustainable Development and social framework, equitable distribution, difference between sustainable development and green development, criticism.Stakeholder Impact: Stakeholders and the power they wield, Reducing socio-environmental costs and risks: managing the downside, Driving revenues and creating intangible value: managing the upside.

3 3.1 Business case for sustainable development: Three dimensions of sustainable development1) Environmental: Atmosphere, fresh water and oceans, landuse, management of human consumption, energy, food, waste management, Understanding ecological "footprint": Eco-tracking, carbon marketing, carbon credits, economics of sustainability, Designing for the environment and "greening' the supply chain, regulation, case studies.2) Economic: environment degradation and economic growth,nature as an economic externality, economic opportunity.3) Social: Peace, security, social justice, sustainability andpoverty, human relationship to nature, human settlements.

Semester - IV

Contents

3.2 Study of business models for sustainable development: Indian & Global perspectives.

3.3 Sustainability reporting: Triple bottom line reports - The

content of sustainability reports (also CSR reports, ESG reports,

social and environmental reports)

3.4 Social accountability standard - ISO 26000: Social

responsibility guidance standard, Global Compact Principles,

Environmental Impact Assessment, Life Cycle Analysis, Social

Impact Assessment. 4 4.1 Corporate Governance : Meaning – OECD principles,

Difference between governance and management, Purpose of good governance, Potential consequences of poor corporate governance, Business failure and the contribution of poor governance4.2 Relevant Theories: Agency theory, transaction cost theory, stakeholder theory. Friedman‘s theory of CSR.4.3 Stakeholder value approach: Stakeholder value approach, Enlightened stakeholder approach, stakeholder approach to Governance, risk and financial stability. The balancing of conflicting objectives4.4 Key issues in corporate governance: Role and composition of the board, remuneration of directors and senior executives, accounting and audit, internal controls, checks and governance, relations with shareholders and other stakeholders. Clause 49 of Listing agreement & Corporate Governance Code, CEO, CFO Certification. Role of regulators – SEBI, IRDA, RBI, ED, etc.4.5 Applying best practice in governance: Voluntary and regulatory approaches, rules or principles, concept of ‘comply or explain’. Governance problems for global companies and groups. Governance issues in the public sector. Governance issues in the voluntary sector (NGOs and charitable organizations)

4.6 Governance aspects: Sarbanes-Oxley Act 2002: Section

302: CEO/CFO certifications, Section 404(a): internal control

report, Governance and role of auditors and audit committee.

4.7 Case Studies on Corporate Governance: Satyam,

Infosys, Tata, Wipro5 Corporate Ethics:

5.1 The Ethical Value System: Universalism, Utilitarianism,

Distributive Justice, Social Contracts, Individual Freedom of

Choice, Professional Code,

5.2 Values: Importance, Sources of Value Systems, Values

across Cultures

5.3 Indian Values and Ethics: Respect for Elders, Hierarchy

and Status, Need for Security, Non – Violence, Cooperation,

Simple Living high Thinking, Rights and Duties, Ethics in Work

life, Holistic relationship between Man and Nature, Attitudes

and Beliefs.

5.4 Business Ethics: Nature, Characteristics and Needs,

Ethical Practices in Management, Ethical Values in different

Cultures, Culture and Individual Ethics, Relationship between

Law and Ethics, Impact of Laws on Business Ethics.

5.5 Ethics and Corporate Excellence: Code of Ethics in

Business Houses, Strategies of Organizational Culture Building,

Total Quality, Customer Care, Care of the Employees as per

Statutes, Objective and Optimistic Approach.

5.6 Indian and Global case studies.

SyllabusM.B.A. (Sem. - IV)

Entrepreneurship Development

1.1.1 Definition ,meaning and functions of an entrepreneur

1.1.2 Concept of Manager

1.1.3 Roles and Responsibilities of Manager

1.1.4 Concept of Intrapreneur

1.2. Need and Importance of Entrepreneurship

1.3. Enterprise v/s Entrepreneurship

1.4. Self Employment v/s Entrepreneurship

1.5. Problem of Unemployment and Importance of wealth creation

1.6. Entrepreneurial career as an option.

2.1.1 Meaning ,Objectives

2.1.2 Tools and Techniques:

Environmental scanning for business opportunity Identification

2.2 Opportunity Selection: Convergent Thinking Mode:

2.2.1 Meaning ,Objectives

2.2.2 Tools And Techniques: Market Survey

2.3 Preliminary Project Report(PPR)

Unit Topic

No.

1. Entrepreneur and Entrepreneurship:

1.1 Concept of Entrepreneur, Manager, Intrapreneur

2. Business opportunity Identification and

Preliminary Project Report(PPR):

2.1 Opportunity Search: Divergent Thinking Mode:

Environment, Setting Objectives, Forecasting Market Conditions,

Stating actions and resources required, Evaluating Proposed plan,

Assessing Alternative strategic plans, Controlling the plan through

Annual Budget.

a) Bank Loan

b) Angel Funding

c) Venture Funding

d) Self Employment Schemes of Government of Maharashtra

e) Government Financial Institutions: Khadi and Village Industries

Board(KVIB),Rajiv Gandhi Udyami Mitra Yojana (RUGMY)

f) Prime Minister Employment Generation Programme (PMEGP)

Unit Topic

No.

3. Business Plan:

3.1 Meaning and ,Objectives of Business Plan

3.2 Elements of Business Plan

3.3 Business Planning Process - Self Audit, Evaluation of Business

4. Institutional Support to New Venture (Students are expected to

study the assistance scheme of following institutions)

4.1 District Industries Center(DIC)

4.2 Maharashtra Industrial Development Corporation(MIDC)

4.3 Small Industries Service Sector(SISI)

4.4 Micro, Small & Medium Enterprise(MSME)

Financial Assistance for Small Enterprise: Institutional:

5. Study of Entrepreneurs' Biographies:

5.1 Rahul Bajaj

5.2 Kiran Muzumdar Shaw

5.3 Azim Premji

5.4 Sabeer Bhatia


Event Management

Event Designing, 5 C’s of Events.

1.3 5 W’s of Event.

1.4 Types of Events.

1.5 Categories of Event and its characteristics.

1.6 Objectives of Event Management.

1.7 Problems associated with traditional media.

2.1 Event Infrastructure: Core Concept, Core People, Core Talent,

Core Structure.

2.2 Clients: Set Objectives for the Event, Negotiating Contracts with

Event Organizers, Locating Interaction Points, Banners, Displays

etc., at the Event, Preparing the Company’s Staff for the Event,

Post-event Follow-up.

2.3 Event Organizers: Role of Event Organizer, Qualities of an Event

Organizer, Steps in Organizing an event.

3.1 Networking Components: Print Media, Radio Television, The

Internet, Cable Network, Outdoor Media, Direct Media.

3.2 Types of promotion methods used in events: Sales Promotions,

Audience Interaction, Public Relations, Merchandising, In-venue

Publicity, Direct Marketing, Advertising, Public relations.

Unit Topic No.

1. Introduction to Event and Event Management 1.1 Introduction and Definition of Event.

1.2

2. Facets of Event Management

2.4 Venue: In-house Venue, External Venue.

3. Execution of Event:

3.3 Activities in Event Management: Pre-event Activities, Duringevent

Activities, Post-event Activities.

3.4 Functions of Event Management: Planning, Organizing, Staffing,

Leading and Coordination, Controlling.

3.5 Event Management Information System.

3.6 Technology in Event Management.- Role and Importance.

*Revenue Generating Customers.

*Nonrevenue Generating Customers.

Unit Topic No.

4. Marketing of Event

4.1 Concept of Market in Events

4.2 Segmentation for Events, Niche marketing in events.

4.3 Targeting.

4.4 Positioning of Events.

4.5 Branding in Events.

4.6 Reach Interaction Matrix.

4.7 Concept of Pricing in Events.

4.8 Legislation and Tax Laws.

4.9 Marketing Communication Tool.

4.10 Implementation of Marketing Plan.

4.11 Relationship Building.

4.12 The Diverse Marketing Needs Addressed by Events: Brand Building,

4.13 Concept of Ambush Marketing.

Deals with Different Media, Events and the Economy.

Focusing the Target Market, Creating Opportunities for Better

and Sensitivity in Evaluation, Measuring Performance, Correcting

deviations, Critical Evaluation Points in Events.

Unit Topic No.

5. Strategies of Event Management

5.1 Strategic Approach.

5.2 Critical Success Factor Analysis.

5.3 Strategic Alternatives Arising From Environmental Analysis:

Maintenance Strategy, Developmental Strategy, Preemptive

Strategy, Survival Strategy.

5.4 Strategic Alternatives Arising from Competitive Analysis:

Sustenance Strategy, Rebuttal Strategy, Accomplishment Strategy,

Venture Strategy.

5.5 Strategic Alternatives Arising from Defined Objectives.

5.6 PREP Model.

5.7 Risk versus Return Matrix.

5.8 Forms of Revenue Generation.

5.9 The Basic Evaluation Process: Establishing Tangible Objectives

SyllabusStrategic Supply Chain Management

(M.B.A. - Sem. - IV) (SCM - 401)

Unit Number

customer focus, product development, market development,

diversification, learning & organizational capability, sustainable

competitive advantage through SC

2 Managing SC for Strategic Fit: concept of strategic fit, steps

in achieving strategic fit, impact of customer needs, impact

of uncertainty, multiple products & customer segments, PLC,

globalization & competitive changes over time

3 Expanding Strategic Scope: Minimize local cost perspective,

Minimize functional Cost perspective, Maximize Company

Profit perspective, Maximize SC Surplus perspective, Agile

intercompany inter functional scope

4 Strategic Partnerships & Alliances: Collaborative Advantages,

Framework for Strategic Alliances, Core Competence – 3PL, 4PL

& Outsourcing: Advantages & Disadvantages, Prerequisites,

Implementation Issues

5 Supply Chain Challenges – Strategies for the future: Mass

customization, Globalization, Greening, Ethical SC, Intelligent

System, Implications for managers, organizations & policy

makers

Contents

1 Supply Chain Strategy: Strategic objectives of SCM -

SyllabusRetail Marketing (M.B.A. - Sem. - IV)

(SCM-402)

Unit Number

1 1.1 Overview of Retailing: Definition, Scope, Role of Retailer in the Channel of Distribution, Benefits of Retailing, Functions of Retailers, Evolution of Retailing – Global Retail Scenario – Indian Retail Scenario – Drivers of retail change in India - Emerging Trends and Opportunities in India, Retailing Industry – Size of Retail in India and its components.1.2 Retailing Environment: Economic Environment – Legal Environment – Technological Environment – Competitive Environment – Indian Experience in Retailing – Foreign Direct Investment in Retailin the Indian context.1.3 Classification of Retailers: Classification by Ownership – Independent Stores – Chain stores – Franchise Stores – leased Departments – Cooperatives, Classification by Strategy – General Merchandise Retailers – Discount Stores – Specialty Stores – Off Price Retailers, Classification by Product Line – Department stores – Supermarkets – Hypermarkets – Convenience Stores - Servicesretailing.1.4 Non Traditional Retail Classifications: Non store retailer – Direct Marketing – Catalog Marketing– Telemarketing – TV Home shopping – Automatic vending – E – Tailing – Malls and other formats

2 2.1 Retail Market Strategy: Definition, target market & retail format, Differentiating, Growth strategies, Strategic Retail planning process.2.2 Strategic Profit Model : Gross Margin Return On Inventory Management (GMROI)2.3 Retail Location & Site Selection: Types of retail locations, Steps involved in choosing a retail location, Methods of evaluating a trading area,2.4 Store Layout, Design & Visual Merchandising: Store planning, Store Design and the retailing mix, Space mix, effective space management, Store layout – circulation plan, Floor Space management. Markups and Markdowns, Shrinkage in merchandise management.

Contents

3 3.1 Retail Administration: Store management, Human resource management, Information System & SCM3.2 Planning Merchandise Assortment: Category management, Buying organization, Assortment planning process, Analyzing merchandise performance.3.3 Planning Merchandise Assortments: Organizing the buying process by categories- Category Management – The Buying Organization – Setting Financial Objectives for the Merchandise Plan – Gross Margin Return On Inventory Management (GMROI), Measuring Inventory Turnover – Sales Forecasting – Assortment Planning Process – Variety – Assortment – Product Availability – Tradeoffs between Variety, Assortment and Product Availability – Assortment Plan, Product Mix Trends.

4 4.1 Merchandise Pricing: Setting the Retail Price- Pricing Objectives – Pricing strategies – Pricing Methods – Pricing Adjustments – PriceDiscrimination4.2 Retail Communication Mix: Role of Communication in Retailing – Methods of communication – Planning the Retail CommunicationPrograms – Implementing and Evaluating the Retail Communication Programs

5 5.1 Mall Management: Major players nationally & internationally, Role of promoter, developer& retailer: selecting tenant stores, Managing experience, target footfalls & their conversion to sales. Identifying customers, differentiating the mall, real estate pricing, Measuring duration & sequence of visit, Number & nature of outlets visited &spend of share of wallet across the tenants.5.2 Challenges to Indian Retail Sector: Political & legal, economic, real estate pricing, customer coming of age to shop in organized sector


Strategic Brand Management

What is a brand ? Why do brands matter ? Branding challenges and

opportunities, Brand equity concept, Strategic brand management

process, Identifying and establishing brand positioning, Planning and

implementig brand marketing programs, Measuring and interpreting brand

performance, Growing and sustain brand equity

1.2 Brand Equity Models :

Brand Asset Valuation, Aaker Model, BRANDZ, Brand Resonance

Customer based Brand equity, Brand knowledge, Source of brand equity

- Brand Awareness, Brand Image, The Four steps of brand building,

Creating customer value, Identifying and establishing brand positioning,

Positioning guidelines

Choosing brand elements to build brand equity, Options and tactics for

Brand, New perspectives on marketing, Integrating marketing

communication to build brand equity, Conceptualizing the leveraging

process, Co-branding, Celebrity Endorsements

The brand value chain, Designing brand tracking studies, Capturing

customer mind set through quantitative research techniques

Brand architecture, Brand hierarchy, Designing brand strategy, New

products, Brand extensions advantage and disadvantage, Reinforcing

brands, Revitalizing brands, Brand failures.

Unit Topic

No.

1. 1.1 Intrduction to Brand Management :

2. 2.1 Identifying and Establishing Brand Positioning and Values :

3. 3.1 Planning and Implementing Brand Marketing Programs :

4. 4.1 Measuring and Interpreting Brand Performance :

5. Growing and Sustaining Brand Equity :

m.b.a supply chain...

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