syllabus-main iv trim (2013-15) m

Syllabus of IV TrimesterPGDM-IB (2013-15)

S.No.

PaperCode Subjects Name Credits

PageNo.

Core1 IB-401 Export Import Management & Operation 4 1-32 IB-402 Global Supply Chain Management 4 4-73 IB-403 Managing of Banking & Insurance Services 4 8-114 IB-404 Entrepreneurship Management 2 12-145 IB-405 Managerial Skills and Personality Development-I 2 15-17

Marketing6 IB-406 Contemporary Issue in Marketing 4 18-207 IB-407 International Marketing Management & Research 4 21-248 IB-408 Sales and Distribution Management 4 25-279 IB-409 Advertising Management 4 28-30

Finance6 IB-410 Security Analysis and Portfolio Management 4 31-337 IB-411 Merger, Acquisition and Corporate Restructuring 4 34-368 IB-412 Financial Statement Analysis and Credit Appraisal 4 37-409 IB-413 Corporate Tax Planning 4 41-43

1Paper Code Paper Title CreditIB-401 Export Import Management & Operation 4

No. of Sessions : 20-22 (11/2 hrs each)Total no. of hours : 30-32 hrs

Objectives:

Competitiveness in international business is by effective export marketing strategies and through efficientglobal sourcing of right quality products and services at competitive prices with accelerated pace ofglobalization and trade liberalization including in India. The span and depth of sources of supply havewidened and deepened. The challenge to the global manager is to understand various aspects of theprocess, procedure, rules and regulations of managing international business to fulfill the corporate goal.The course seeks to empower the students with the knowledge and techniques of managing internationalbusiness of exports & imports.Learning outcomes and competences:

To understand about Export/Import Policy, Procedures & documentation To learn about the various aspects of Exchange Control Regulations To understand about ECGC Policies To understand hedging products in Export/Import

Evaluation Pattern:Internal Assessment: 30%End term examination: 70%

2UNIT CONTENT SESSIONExport Management

I Exim Policy frame work for exports Structure & Policy Various Provisions Registration of Exporters, IEC, RCMC Etc.

1

II Financing of Exports Types of Financing Pre Shipment/Post Shipment Collection/Discounting Factoring

3

III Exchange central Regulations for Exports FEMA Rules Various RBI Rules for Exports Obligations of Exporter under RBI rules

2

IV Credit Risk Management in Exports ECGC Policies Various Types of Polices Risks Covered

2

V Various Incentives for Exports Financial/Fiscal incentives Market Development Assistance Duty Draw back, Income Tax exemptions Various exemption/Remission

1

IMPORT MANAGEMENT

VI Exim Policy Framework for Imports Procedure Structure Important Provisions When to obtain Import Licence

1

VII Exchange Control Regulations Obligations of the Importers under RBI Advance Payment

2

3VIII Import Financing Buyers Credit Suppliers Credit Trade Credit

2

MISCELLANEOUS

IX FEMA Rules Fema Vs. Fera Structure of FEMA Rules Contravention & Penalties Remittances & Foreign Currency Accounts

2

X Investments Inbound/outbound Foreign Investments n India - RBI Rules Foreign Investments outside India RBI Rules

2

XI Hedging Of Exchange Fluctuation Risk Understanding Foreigners Exchange Rates Forward Contracts, options

2

XII Shipping and Customs Clearance of goods Custom Clearance of Exports Custom Clearance of Imports Excise Clearance

1

Suggested Reading1. Export Import Management by Justin Paul and Rajiv Aserkar2. Export Policy, Procedure & Documentation by M.I. Mahajan, Snow white Publications3. Export Import Procedure and D by Dr. Khshpat S. Jain, Himalaya Publishing House4. Export Management by T.A.S. Balagopal

Foreign Trade and Foreign Exchange by Mr. O.P. Agarwal and B.K. Chaudhari

4Paper Code Paper Title CreditIB- 402 Global Supply Chain Management 4


Course objectives

This course covers the major issues in supply chain management in context of internationalbusiness.

Students will get an understanding of role of inventory, transportation, warehousing, etc. in theoverall productivity of an organization.

Course shall also discuss the application of IT in global supply chain management, as well as thelatest trends in this field.

Methodology:

The focus will be on interactive learning through lectures and class room discussions. Besides,the participants may also be required to work on case / assignments/project reports.

Teaching aids used shall be white board / audio-visual tools.

Evaluation pattern:Internal Assessment : 30%End Term Examination : 70%

5UNIT CONTENTS SESSIONS

I Introduction to Logistics & SCM

Logistics : At the centre of world trade definition, scope, a system concept,

functions of logistics, inbound and outbound logistics, integratedlogistics management

Customer service : A key element in logistics strategy - customer service for

competitiveness, service attributes, value added logistical services

Supply chain management & global Strategies A source of competitive advantage supply chain management

defined, linkages in supply chain, role of logistics in supply chain Push v/s Pull strategy Bull-Whip Effect Forecasting - methods, characteristics & critical analysis Supply chain management Operational strategies - Make to order,

Make-to-stock, Configure to order, Engineer to order Strategy Implementation & Evaluation: KRA's & performance

parameters in supply chain Supply Chain Collaboration

4

II Inventory Management

For lean supply chain inventory asset or liability, inventoryfunctions, reasons for carrying inventories, inventory controltechniques ABC analysis, VED analysis, SAP and FSN analysis,EOQ model, JIT system, VMI, kanban

1

III WAREHOUSING

A role beyond storage a logistical challenge, functions, a strategicdecision, site selection, layout design, performance parameters,warehousing in India

Material handling and storage systems :

For exploiting productivity potential in logistics role of materialhandling in logistics, material, handling guidelines, materialhandling equipment and systems, unit load storage, storageprinciples, storage design benefits

4

6Logistical packaging :

Consumer v/s logistical packaging, packaging v/s unitization,packaging material, returnable logistical packaging

IV Transportation & Outsourcing

A backbone of logistics management evolution of transportationsystem, transportation infrastructure, transportation networks,freight management

Organization of shipping services: General structure of shipping, chartering/tramp shipping, linear

shipping, transport documents (charter party & bills of lading), laydays, demurrage and dispatch

Multimodal Transport: Overview, containerization, types of containers, freight forwarder

and MTO, specialist services, documentation and service

Logistics outsourcing: An emerging trend concept of 3 PLS & 4 PLS, selection of

service provider, value-added services, benefits of logisticsoutsourcing, main challenges

4

V Recent Trends in SCM

Logistics information system: A vehicle for supply chain competency logistics information

needs, designing logistics information system, order registration,order processing, inventory planning, warehousing & distribution,procurement, transportation & delivery

Technology : A pervasive factor in logistics fulfillment role of technology, bar

coding and RFID, EDI standards application and benefits,automated material handling system, warehouse simulation,satellite tracking, ERP

Reverse logistics : A new wave why reverse logistics, scope of reverse logistics,

system designConsiderations, reverse logistics a competitive tool

3

7Suggested Readings (Latest Editions):

1. Logistical Management, The Integrated Supply Chain Process, By Donald J, Bowersox, AndDavid J Closs, Tata Mcgraw Hill, New Delhi

2. International Logistics Global Supply Chain Management, By Doughlas Long.3. The Management Of Business Logistics 2003, Coyle, Bardi & Langley (7th Ed), Thomson

South-Western (Main Text Book)4. Strategic Logistics Management, 2001, Stock & Lambert (4th Ed), Mcgraw Hill International5. Supply Chain Management, 2004, Kulkarni & Sharma, Tata Mcgraw Hill6. The Textbook Of Logistics & Supply Chain Management, 2003, D.K. Agarwal, Mcmillan7. Logistics Management, The Supply Chain Imperative, 2nd Edition, By Prof Vinod V Sople,

Published By Pearson. (In Addition, Handouts And Articles On The Relevant Topics Will BeDistributed From Time To Time).

8. Websites / Newspapers / Journals as recommended in the class.Cases, assignments, exercises, projects, etc. shall be provided by the concerned faculty, during the class /in lesson plan.

8Paper Code Paper Title Credit

IB 403 Management of Banking & Insurance Services 4

No. of Sessions : 20-22 (11/2hrs each)Total no. of hours : 30-32 hrs

Course objectives:

The course is designed for management students to give them an understanding of basic bankingand insurance services and operations. It shall create an enabling skill to manage customers andcustomer expectation. Also with technology rapidly taking over the basic operations, the focus isshifting from operations to Customer acquisition and retention..

At the end of this course the student will be able to:

1. The basic structure and regulatory environment in which Banks operate.2. Nature of Banker Customer relationship & Rights and Duties3. Have an understanding of Banking Products Deposits and Loans4. Role of Technology in managing complex Banking Products & Services5. Growing importance of marketing in the Banking Industry.6. Principles of Insurance7. Insurance Products

Methodology

Class sessions comprise a mixture of lectures, interactive discussions, case studies, casepresentations.

Evaluation pattern: Internal Assessment :30% End term examination: 70%

9UNIT CONTENTS SESSIONS

I (A) Introduction to Indian Banking System : History of Indian Banking Phases of Indian Banking Type of Banks, Development Banks Financial Inclusion

(B) Regulatory Framework: RBI Structure Role of RBI in the IndianFinancial System Banking Regulation and Supervision Monetary Policy.

2

II Negotiable Instruments Act Key provisions & Definitions in NI Act Kinds of Negotiable Instruments Holder/Payment in due course Understanding Crossings & Endorsements

2

III Type of customers, Opening of Accounts, Retail Liability Banker Customer Relationship, Type of Customers Rights & Duties of Banker Know Your Customer guidelines Regulatory compliance Types of Accounts - DTL & Documentation Opening & Operations

Remittances & Funds Transfers Drafts, TTs, Pay orders, NEFT & RTGS Payments & Ancillary Services Clearing Operations CTS, MICR, CMS

3

IV Assets Consumer Loans Types of Loan Accounts/Demand Loans, Term Loans Traditional Retail Loans - Personal, Education, Vehicle etc. Loans against FDs, Securities, Gold Home Loans & Mortgages Vehicle Loans Car & Two wheeler Credit Cards

3

10

V Third Party Retail Products Sales & Distribution Third Party Products Insurance Life & General Mutual Funds Gold Wealth Management

2

VI Marketing & Acquisition of Customers Understanding Customer segmentation Sales Channels and Managing Channels Pricing & Distribution Consumer Behaviour & Products Different Marketing Strategies Multi Product selling Revenue & Volumes Case Study and Group Project Presentations

2

VII Presentation & Selling Skills Marketing for CASA& Fee Income Selling of third party products How to avoid Mis- Selling Closing of sales

1

VIII Principles of Insurance :

Meaning and Nature of Insurance Terminology Classification of Insurance Elements of Insurance Contract.

Insurance Products : Various kinds of Insurance Types ofLine Insurance Types of General Insurance Parameters ofSelecting a Policy.

Insurance Companies : Types of Insurance InsuranceCompanies in India LIC Working and Operations GIC Working and Operations.

2

11

IX Insurance Sector Reforms

Need for Insurance Reforms in India Reforms Around theWorld Recommendations of Malhotra Committee InsuranceRegulatory and Development Authority Amendments in theInsurance Act, 1938.

2

Suggested Reading:

1. Saunders, Anthony, Financial Institutions Management2. Triechschmann James S, Risk Management and Insurance3. Kielholz Wz, Strategic Issues in Insurance4. Gangopadhyay S, Financial Markets: Institutions and Regulations, Allied Publishers Ltd.5. Gangopadhyay S, Institutions Governing Financial Markets, Allied Publishers Ltd.6. Bention E. Gup, The New Financial Architecture Banking Regulations, in the 21st Century,

Quorum BooksThe list of cases and specific references including recent articles will be announced in the class.

12

Paper Code Paper Title CreditIB-404 Entrepreneurship Management 2


Course Objectives and Description:The course aims to provide an overview of the philosophy of entrepreneurship, motivateparticipants to consider Entrepreneurship as a career, to become a job seeker, and to create aparadigm shift in the minds of the participants towards entrepreneurial managers rather thanconventional managers. The course is designed to simulate the real life activities of entrepreneursin the startup age of a new venture. Building on the above concept the course aims to providethe skills to start and build enterprise, implement it successfully and manage its transition to afully fledged business entity.

Learning outcomes and competences:Upon successful completion of this course students will be able to attend the skills to start andbuild enterprise, implement it successfully and manage its transition to a full fledged businessentity.

Teaching Pedagogy and Delivery Mechanism:Interactive and analytical pedagogical methods viz., case study discussion, preparation of agroup project report will be adopted, which will give them a practical exposure for the subject.

Evaluation pattern: Internal Assessment : 40% End term examination: 60%

13

Unit CONTENTS SESSIONS

1The Nascent Entrepreneur

Self assessment Motivations to start a business The Entrepreneur Personality

1

2

Opportunity Recognition &Writing Business Plan Mental Sequences in Idea Development Go/No-Go Decisions Preliminary Screening Questions Alternative Competitive Entry Wedges Feasibility study Developing business plan Business plan appraisal

3

3

Start-up Factors Entry barriers and firm positioning Comparison of a large and small start up Technology absorption Networking with Industries and Institutions Case Study of Global Start-up Impact of Industry Structure on New Ventures Performance

3

4

Marketing / Finance and HR Functions in New Ventures Venture capital for SMEs: A review Term loan/working capital financing Preparation of advance proposals and model feasibility reports Sources of finance, patent, information Innovative recruitment Retention strategies for new start-ups and SMEs

3

5

Stages of Growth in entrepreneurial ventures & Entrepreneurship Stages of growth model Business crisis Barriers to small firm growth Factors in continued entrepreneurship in small firms International entrepreneurship The middle manager and innovator Changing face of family business Replacing the founder, exploding the myth of entrepreneurs disease Family business and multiple levels of conflict Successor development: Impact of timing and Mode of Entry

3

14

1. Suggested Reading (Latest Editions):

Dollinger Marc J, Entrepreneurship: Strategies and Resources, III Ed., 1995, Irwin Press Hisrich Robert D and Peters Michael P, Entrepreneurship, V Ed., TMH New Delhi Kuratko Donald F and Hodgetts Richard M. Entrepreneurship: A Contemporary Approach,

Harcourt College Publisher. Zimmerer and Scarborough, Entrepreneurship and New Venture Formation. Prentice Hall Timmons Jeffry A, New Venture Creation: Entrepreneurship for the Twenty First Century, Irwin Holt David H. Entrepreneurship: New Venture Creation, PHI, New Delhi, 1998 Vesper Kar; H, New Venture Strategies, Prentice Hall NJ Websites / Newspapers / Journals as recommended in the class.

Cases, assignments, exercises, projects, etc. shall be provided by the concerned faculty, during the class /in lesson plan.

6

Franchising Women & minority entrepreneurs

Govt. Policies for development of new entrepreneurship with specialreference to MNC challenge

3

15

Paper Code Paper Title CreditIB-405 Management Skills & Personality Development -I 2


Course objective:This course aims at self growth, overall managerial skills and self confidence building.The key values are:

Making students understand various traits when a manager must have. Raising awareness about the dynamics of communication in a business environment with

special focus on oral communication involving listening, giving feedback and makingoral presentations

Refining individual communication skills. Effective communication

Learning outcomes and competences:

1. Ability to identify self & link with business problems.2. Inculcate reasoning abilities of a manager & develop business acumen.3. Develop problem solving approach arising thereof.4. Enhancing ones skill sets for effective decision making.

Teaching pedagogy and delivery mechanism:Interactive and analytical pedagogical methods viz., case study discussion, role plays, preparation of aindividual/group presentations, public speaking activities, extempore etc will be adopted to developconfidence while speaking, thinking and in addition prepare students to apply concepts and tools tocommunicate properly.

Evaluation pattern: Internal Assessment : 40% End term examination : 60%

16

UNIT CONTENTS SESSIONS

I Employability Skills - Introspection

This module will apprise student body at large as regardsindustry expectations from new entrants and will broadly and specificallyoutline skills required to meet industry specifications. Industry demandsproactive, well versed professional managerial cadre, socially well groomedand professionally agile minds. The module will lay down benchmark criteriato excel in the employment market.

1-2

II Enhancing Verbal Communication Dexterity

Managers must communicate well and with confidence and knowledge. It isimportant to eradicate stage fright and inculcate a ability to showcaseprofessional knowledge with confidence and right use of commercialvocabulary. Following will be practiced:

Extemporaneous presentations. Presentations of book reviews Class debates Role play Business Quiz

3-5

III Enhancing Key Skills with Case Analysis

Multiple skills are required for a student to become a good manager andtherefore this module will specifically concentrate on the following:

Group discussions with special emphasis on understanding groupdiscussions, group dynamics, process of group discussion as alsounderstanding rating and evaluation in group discussion. Groupdiscussions will address multiple environmental issues and inaddition will encompass societal aspects, political issues, economicissues, technological issues and other relevant topics of the day.

Identifying problems, Analysis, Developing alternatives

6-10

IV Effective Communication Skills Communication dynamics - how it works Communication and Interpersonal Relationship Impact of Non-verbal communication Listening Skills

11-15

17

V Increasing Current Affairs Knowledge Quotient

This module will specifically address all current issues. Perspective of currentaffairs is important for the student body and will be enhanced by:

Regular current affairs quizzes Reading of mainstream newspapers Listening of prime time news Discussion on current affairs in an open forum Creating knowledge inputs by understanding global events

15-19

Suggested Readings:

1. PD Chaturvedi, Business Communication, Pearson, 7th Edition.2. CB Gupta, Personality Development 5th Edition3. David Robinson, Business Etiquette, 2nd Edition

18

Paper Code Paper Title CreditIB-406 Contemporary Issue in Marketing 4


Course objectives

Course is designed to make participants understand the concept, operations and strategies of retailmanagement. Retail formats, issues, challenges before Indian retailing business will be provided a specialemphasis for building a comprehensive understanding of the field. Against the background of relationshipmarketing aiming at building and sustaining customer loyalty this course focuses on emerging concepts,role, consumer buying behaviour, product and merchandise management along with retail location,communication atmospherics and layout planning for retail outlets.

Evaluation pattern:

Internal Assessment : 30%End Term Examination : 70%

19

UNIT CONTENTS SESSIONSPART - I

I Contemporary Issues in Marketing Green Marketing Viral Marketing Ambush Marketing Internet Marketing Gorilla Marketing Rural Marketing

3

Precision Marketing Multi Leval Marketing Omni Channel Marketing Social Marketing (Marketing done through NGOs) Content Marketing Creature Marketing

4

III Relationship Marketing and CRM Defining relationship, loyalty, retention, relationship

marketing and CRM Relationship marketing and customer database Identifying CRM needs and role of market research Integrating strategies, channels, media and campaign planning,

process and procedures CRM in marketing customer service Case studies on CRM applications in retailing Customer Trust , Customer Value, CVM Customer Value

Analysis

7

Part - IIPerspectives on RetailingIntroduction to the world of Retailing

What is Retailing Retailings New Wave Retail Industry in India Role, Functions and Significance of Retailing Opportunities and Trends Categorizing Retailers

- Based Retailing Types & Formats- Electronic Retailing

Emergence of organized retailing in India 7 Ps of retailing

5

20

Retailing Environment & Strategy

Retail Customers Social, Economics Trends Customer buying behavior, Decision rules and models,

Shopping Behavioral Trends Retail market Segmentation and Positioning Retail market strategy Strategic retail planning process Retail location strategy Site selection & market selection

process Evaluating competition in Retailing

5

Suggested Readings (Latest edition)

1. Paco Underhill, The Call of the Mall, Profile Books, 2012,132. Levy & Weitz, Retailing Management, Tata McGraw Hill, 20123. Kishore Biyani, It happened in India, Rupa, Publication, 20074. Swapna Pradhan, Retailing Management, Tata McGraw Hill, 20125. Strauss Judy, eMarketing6. Greenhern Paul, CRM at The Speed of Light, 20107. Retailing Strategy Harward Business Review, 2012,2013The list of cases and specific references including recent articles will be announced in the class.

21

Paper Code Paper Title CreditIB- 407 International Marketing Management & Research 4


Course objectivesThis course will introduce students to marketing in an international context. It is designed to enablestudents to acquire expertise in developing marketing strategies for countries other than their own landthereby to understand market considerations in an international environment and evaluate strategicoptions in the implementation of international marketing programmes.


22


I Introduction

Importance of International Marketing How is it different from domestic marketing International Marketing Concept Drivers of International Expansion

2

II The International Marketing Environment Protectionism & Liberalization The economic environment Political environment Legal environment Social/cultural environment Factors influencing buyer behavior

2

III The International market research

International market research using Primary and SecondaryData

Research Design and Methodologyo Delphi Approacho Questionnaire Methodo Sampling Methodso Statistical Tools and Analysis

Trade Research Competitors Activity Analysis Assessing behavioral pattern of buyers and cross cultural

divergence Market Opportunity Study including factors stimulating

demand

2

IV Global Trade Environmento International Constraints & Barriers Tariff and Non-Tariffo Formats of Free Tradeo Free Trade and Regional Trade Agreementso Global Financial Institutionso Global trade institutions

2

23

IV Market Entry Strategies

Factors influencing choice of entry mode Indirect Exporting, Direct Exporting Foreign Manufacturing Strategies with and without direct

investment Choosing among, alternatives and identifying foreign market

potential

3

V International Product Development Strategy

New Product success or failure The new product planning & development process The international PLC concept Product Standardization & adaptation Branding strategies and packaging decisions

2

VIPricing for International Markets

Strategic nature of export pricing Pricing objectives Factors affecting pricing decisions Various pricing strategies Feasibility of marginal cost pricing

2

VII International Distribution & Logistics

Foreign market channel management Channel members expectations and performance Trends in distribution structures and theory The strategic & tactical use of distribution to gain competitive

advantage Logistics of physical distribution management

2

VIII Promoting goods in International Markets

Definitions of International Marketing CommunicationsUnified and Diversified Advertising Strategies

Barriers to International Communications Standardization Vs Customization of Promotion Efforts

2

24

IX International Marketing Strategies Formulating a Marketing Plan Evaluating and controlling international marketing strategy

1

Suggested Reading:

1. Onkvisit Sak & Shaw John J., International Marketing Analysis & Strategy, PHI Publication

2. Keegan Warren J., Global Marketing Management, PHI Publisher

3. Terpstra Varn & Sarathy Ravi, International Marketing 8e, Harcourt Asia

4. Jain Subhash C., International Marketing 6e, South Western

5. Varshney R.L. & Bhattacharya B., International Marketing Management An IndianPerspective, S.C. & Sons

6. Lascu Dana-Nicoleta, International Marketing Management, Bizantra

7. Cateora, International Marketing, McGraw Hill

The list of cases and specific references including recent articles will be announced in the class.

25

Paper Code Paper Title CreditIB- 408 Sales and Distribution Management 4


Course objectives

The purpose of this course is to acquaint the students with the concepts, which are helpful in developing asound sales policy and in organizing and managing the sales force with some learning on the aspects ofeffective personal selling.

Evaluation pattern:

Internal Assessment : 30%End Term Examination : 70%

26


I Introduction to sales management

Nature and Dimension of Sales Management Role of Sales Management Selling Process The sales role in the marketing mix Determining sales related marketing policies

HBR reading: Provoke your Customers. Understanding the post recessionconsumerCase Study:

Power of Direct Sales Eureka Forbes: The Direct Marketing Pioneer

3

II Personal Selling Function

Sales Territory Design Different Strategies Sales

Case Study: Computer Associates: Moving towards territory Management Alfa Networks: Modifying existing channel networks

2

III Sales Department

Basic Marketing plans for the Sales Manager Management of Sales Force Recruitment & Selection Training Managing Expenses and Compensation Motivating sales evaluation program

Case Study: LG India: Approach to rural Market Hindustan Products Ltd: Motivating and Training Salespeople

3

IV Sales planning & coordination

Forecasting Budgeting Territory Management Sales Analysis & Evaluation

3

27

Sales cost & cost analysis Designing sales evaluation program

Case Study: Tupperware in India

V Distribution Management Marketing Channels: Structure andFunctions

Role of the Distribution Channels-Form & Organization Why Channels?-Importance and Framework of Channel

Management Distribution Channels-Form & Management Levels of Channel-Segmentation for Channel Design and service

output

Case Study: HUL: Reinventing Distribution

3

VI Channel Design & Management Channel Design Process Channel Structure Channel Gaps Channel Power and Channel Conflict

Case Study: Channel conflict at Apple

3

VII Physical distribution & Logistics Management

Importance of Logistics, Building Blocks of Logistics, Supply Chain Management introduction.

Case Study: Pepsicos Distribution and Logistics operations

3

Suggested Reading:1. Still, Cundiff & Govani, Sales Management: Decision Strategies and Cases, Prentice Hall2. Lancaster Geoff ray & Jobber David, Selling and Sales Management,McMillian India3. Cowden Jim, The Field Sales Hand Books, Pitam Publishing4. Clearly Patrick J, The Negotiation Hand Book, PHI, Eastern Economy EditionThe list of cases and specific references including recent articles will be announced in the class.

28

Paper Code Paper Title CreditIB- 409 Advertising Management 4


Course objectives

Expose participants to principles and practices of advertising. Develop Conceptual clarity and provideanalytical application skills of advertising.


29


I Introduction

Meaning of Advertising Advertising as a business process Advertising and promotion strategy in marketing management

Relationship with PR and publicity Communications objectives Economic impact of advertising Brief history of advertising Evolutions and different stages

2

II Advertising and Society and Target audience

Social ethical and regulatory aspects of advertising Advertising ethics and social responsibilities criticism and

regulation Integrated Marketing Communication Role of Advertising

Managers Importance of consumer behaviour to advertising knowing target

audience Target audience relation consumer decision process

3

III Advertising Planning and Role of Advertising agencies

Market segmentation and matching products to market advertisingcommunication

Functions and selection of advertising agencies Client agency relationship Agency Compensation Advertising planning process Developing advertising plan Campaign Plan - details

3

IV Preparing the message and creative strategy

Creative concept message design- Image and Advertising High involvement and low involvement persuasion Message

strategy Use of celebrity endorsement

2

V Positioning, Copywriting and Actual production of advertisement

Positioning and brand attitude strategy How brand image works Creative copywriting writing copy for print, radio, TV ads Production in print advertising and TV Advertising

3

30

VI Media Planning

Media Planning process setting media objectives Media choice factors involved Challenges in the media environment Media scheduling and buying

2

VII Media Strategy

Strategic planning considerations Understanding media strategy and tactics Selection of specific media Reach, frequency, timing duration of campaign length

3

VIII Evaluation of Advertising Effectiveness

Resource methods and Testing Process Techniques of pre testing and post testing Creative research Media message testing Meaning effectiveness parameters overall

2

List of Cases1) Krishna khad Nigam , Rural Advertising2) COCO cola the TVC way3) The luxury journey of LUX4) Boost creative promotion

Assignment with class discussion1) Best 5 ads of one celebrity2) AIDA model and ELM model analysis of 5 advertisement3) Final Project for Internal Assessment advertising campaign of an assigned product category

Suggested Reading:1. Wells, Burnett and Moriarty, Advertising Principles & Practice, Prentice Hall2. Rossister & Percy, Advertising Communication & Promotion, McGraw Hill3. Belch & Belch, Advertising & Promotion, McGraw HillThe list of cases and specific references including recent articles will be announced in the class.

31

Paper Code Paper Title CreditIB-410 Security Analysis and Portfolio Management 4


Course objectives

The course is structured around investment management process, knowledge of which is essential both tothe users and supplies of funds. It strives to familiarize the students with Capital Markets, ValuatingTechniques for Securities and analysis of Risk and Return implications of various investment decisions.


32


I Investment Analysis, Environment & Structure

Introduction to Investment Introduction to Securities Market Functioning of primary and secondary markets SEBI Financial Engineering

3

II Fundamental Analysis

Economic Analysis Industry Analysis Company Analysis Valuation of Equity Shares : Different Approaches

3

III Technical Analysis

Types of Charts, Dow Jones Theory, Elliott Wave Theory Price Patterns and Market Indicators Efficient Market Hypothesis Empirical Evidence

3

IV Fixed Income Securities

Bond Fundamentals Valuation of Bonds Relationship between Rate of Return, Price & Maturity Bond Management Strategies-Duration of Bond

2

V Portfolio Management

Risk Return Analysis of Investment Correction Coefficient and Risk Aversion Portfolio theory and selection Markowitz Theory, Single Index Model, Arbitrage Price

Theory Capital Assets Pricing Model

4

VI Portfolio Performance Measurement

Sharpes Measure Treynors Measure Jensons Measure Eugene Famas Model of Portfolio Return

2

33

VII Mutual Funds

Features and characteristics Schemes and Types Exchange Traded Funds Net Assets Value Emerging Trends of Mutual Funds in India

2

Suggested Readings:1. Fischer Donald E. & Jordan Ronald J., Security Analysis and Portfolio Management, 6th

edition, Pearson Education2. Reilly K Frank, Investment Analysis and Portfolio Management3. Hirt and Block, Fundamentals of Investment Management, McGraw Hill4. Sharpe W., Investments, Prentice Hall of India, New Delhi5. Rustagi R.P., Investment Analysis and Portfolio Management, Sultan Chand & Sons, New

DelhiThe list of cases and specific references including recent articles will be announced in the class.

34

Paper Code Paper Title CreditIB-411 Merger, Acquisition and Corporate Restructuring 4


Course objectives

MACR captures the multi-dimensional facets, such as strategic, financial legal aspects of thisphenomenon. As India moves towards a market economy, one is already witnessing a spate of mergers,acquisitions, divestments, strategic alliances and other modes of restructuring for organizational renewal.


35


I Corporate Restructuring

Meaning, Definition, Reasons & Motives Types and Style of Mergers and Acquisition Demerger, Spin off, Divesture, Reverse Merger & Slump sale. Forms and Choice of Strategic Business Alliance Need & Current Relevance of Strategic Business Alliance

3

II Target Valuations and Selection Process

Different Methods of Valuation Valuation on the basis of Assets, Earnings etc. DCF Techniques, EVA, MCA etc. Cost Benefit Analysis

4

III Funding of Merger and Acquisition and Performance Analysis

Negotiation Approaches Determination of Swap Ratio and EPS Analysis Funding of Merger Post Merger Performance Measurement & Analysis

4

IV Accounting and Tax Aspects of Mergers and Acquisition

Accounting Standards Taxation issues involved in Merger & Acquisition

3

V Legal Implications, Takeovers and Other Issues

Legal Aspects of Mergers and Acquisitions Takeover Code Takeover Defense Mechanism Buyback of Shares Managing Post Merger Issues

4

36

Suggested Reading:1. Verma J.C., Corporate Mergers, Amalgamations and Takeovers: Concept, Practice and

Procedure2. Sudarsanam P.S., Essence of Mergers and Acquisitions3. Weston, Chung and HoagMergers, Restructuring and Corporate Control4. Kar, Rabi Narayan,Merger and Acquisition of Enterprises, Indian and Global Experiences.The list of cases and specific references including recent articles will be announced in the class.

37

Paper Code Paper Title CreditIB-412 Financial Statement Analysis and Credit Appraisal 4


Course objectives

This course is designed to prepare students to interpret and analyze financial statements effectively. Itexplores in greater depth financial reporting topics introduced in the core course in financial accountingand also examines additional topics not covered in that course. The view point is that of the user offinancial statements. This course is designed primarily for students who expect to be intensive users offinancial statements as part of their professional responsibilities.The pre-requisites for this course are the core course in financial accounting and the core course inmanagerial accounting.


38


I Pedagogical View:What is Financial Statement Analysis?Learning Objectives:1. Overview of financial reporting and financial statement analysis2. Understand most effective means of mastering courseOverview of Financial Reporting

Financial Statement: Objectives and importance, limitations,elements, scope and information served by financial statement.

Profit & Loss Accounting: Objectives, nature, need,component Analysis of P&L Account.

Balance Sheet: Functions, uses, relationship between Balancesheet and P&L A/c, component Analysis of Balance sheet.

4

II A View on Analysis

Balance Sheet Analysis Asset AnalysisIncome Statement Analysis

Pro-forma Earnings Profitability Analysis - Using ROA and ROCE ROA and its Components ROCE and relating ROA to ROCE Risk Analysis Equity Analysis Financial Statement Analysis: Objectives & Procedure Standards for comparisons

o Past Performance of a firmo Industry standards/Bench marks

Sources of information Role of financial analyst Limitations of Financial Statement Analysis

3

III Techniques of Analysis

Comparative Financial Statement Common size statement Ratio Analysis Trend Analysis Inter Firm Comparison Intra Firm Comparison Window Dressing

3

39

IV Business Performance Analysis (Financial soundness andOperational Efficiency)

Ratio Analysis Earnings per share A critical Analysis Analysis of Annual Reports of Companies Analysis of Financial Statements by Banks

3

V The Annual Report

Content of the annual report, Quality of Financial Reporting,Reporting regulation in India for different types of entities,Director report and auditors report

Window Dressing Problems in Financial Statements, Window Dressing,

Understanding how income statement is manipulated andreworking profits, ethical issues in financial reporting, recentscandals in financial reporting

Auditing and Corporate Governance American model of corporate governance, German

model of corporate governance, Japanese model of corporategovernance, Corporate governance in India, Audit committee,corporate governance failure at Enron, Issues in internal audit,Sarbanes Oxley Act.

3

VI Application of Financial statement in Credit Appraisal Evaluation of Management Risk Assessment of Limits ( Credit ) Duration of Credit Fixing Limits : Value & Duration Exercises and Case Studies

4

40

Suggested Reading:

5. Gerald I. White, Ashwinpaul C. Sondhi, Dov Fried, The analysis and use of Financial Statements

6. Charles H Gibson, Financial Reporting Analysis

7. Stephen H Penman, Financial Statement Analysis & Security Valuation

8. Prasanna Chandra, Fundamental of Financial Management

9. I.M. Pandey & Ramesh Bhat, Cases in Financial Management

10. Rajiv Srivastava & Anil Misra, Financial Management, Oxford University Press

The list of cases and specific references including recent articles will be announced in the class.

41

Paper Code Paper Title CreditIB- 413 Corporate Tax Planning 4


Course objectives

To provide working knowledge of various tool of corporate tax planning and provide insight into variousdevices available to minimize the corporate tax bill. After completion of the syllabus student should beable to appreciate enormous amount of activities in direct taxes being undertaken by Finance Ministry toprovide stable and equitable platform to all industries and how corporate undertakings diverts the flow ofnew investment in tax lucrative zones.


42


I Concept of tax planning and Corporate taxation

Concepts relating to Tax planning, Tax Avoidance and TaxEvasion and its application in present business scenario

Brief overview of residential status, latest computationalprovisions of capital gains.

Tax planning regarding computation of business orprofessional income.

Tax rates applicable to corporate assessee, Meaning ofcompany and computation of tax liability.

Minimum Alternate Tax on Companies and its practicalapplications, Special Provisions relating to Tax on DistributedProfits of Domestic Companies.

Tax planning in respect of fringe benefits tax.

5

II Form of organization

Tax planning with respect to various form of organization.2

III Location and Nature of business

Tax planning in respect of place where business should belocated and nature of goods produced or services rendered bythe assessee. Practical application of such provisions throughreal life case studies, TDS

3

IV Specific managerial and financial decisions

Tax considerations in respect of specific managerial decisionslike Make or Buy, Own or Lease, Close or Continue, Sale inDomestic Markets or Exports.

Tax planning with reference to capital structure decisions,dividend policy and bonus shares. Merger & Acquisition &Joint Venture

4

V Remuneration Planning Case studies on planning of salary packages or employees on

different managerial positions so as to minimize the tax bill.Deduction available in respect of remuneration in the hands ofemployer. Impact of fringe benefits tax..

3

VI Tax Management

Penalties and Prosecutions, Appeals and Revisions.2

43

Suggested Reading:11. Income-tax Act, 1961 as awarded up-to-date12. Income tax Rules (Latest Edition)13. Master guide to Income-tax Act, Taxman Publications (Pvt.) Ltd.14. Palkhiwala, N.A. and Palkhiwala, B.A.: The Law and Practice of Income Tax, Vol. 1, N.M.

Tripathy Pvt. Ltd. BombayThe list of cases and specific references including recent articles will be announced in the class.

syllabus-main iv trim (2013-15) m

Documents

core1 ib

30finance6 ib

17marketing6 ib

portfolio management

distribution management

advertising management

entrepreneurship management

global supply chain