MBA mysore university syllabus-2015-16

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Dr. T.THIMMAIAH POST GRADUATION CENTRE Oorgaum Kolar Gold Fields – 563 120
COURSE CURRICULUM & REGULATIONS GOVERNING
MASTER OF BUSINESS ADMINISTRATION (MBA)
DEGREE COURSE
2015-16
assessment mu st be sprea d o ver si xteen week s all owing rea so nable
i n t er val bet ween a ssessment s. IA mark s sha ll be a warded on the ba si s
o f a n n ou n c ed a n d su r p r i se t e st s, ter m pa pers / seminars / quizzes /
ca se discu ssi ons and computer practi ca l s. T he breakup of assessment
mark s will be as follows:
RE GUL ATIONS
1. Course Tit le
The course sha ll be called ‘ Ma ster of Bu siness Administration Degree
Cour se’. The duration of the cour se is two years consis ting of four
se me sters; t wo semesters in ea ch yea r. A ca ndi date j oi ning the cour se
shall pursu e prescribed cour ses of stu dies.
2. Elig ibilit y for Admiss ion
Any gradua te or postgra duate in arts, science, commerce, bu siness
ma na gement, allied sciences, engineering a nd technology, medical
sciences of this Univer sity or fr om a ny other u ni versity considered
e qu i va l e nt t h er et o sha l l b e e li gi b l e for admission to the course.
Fu rt her t h e ap p li ca nt shall ha v e a mi ni mu m of 5 0% i n t he qualifying
e xa mi na t i o n. A r e la xa ti o n of 5 % i s a va i la b l e for SC/ST & Cat -I
ca ndi dates. Sel ecti on of ca ndi da t es to t he cour se sha ll be do ne as per
rules of the Univer sity a nd Government of Kar nataka .
3. Co urse Co nte nt and I ns truct ion
a) Co urse content: The cour se comprises of su bjects of study,
internship, project work a nd field work a s prescr ibed.
Peda gogy inclu des lectures, ca se stu dies, gr oup discu ssions,
quizzes, seminar s, computer pra cticals, su mmer i nternship, fa ctor y
visits etc.
b) S u m m e r I n t e r ns h i p: After the second semester examination
students shall u ndertak e tea m ba sed su mmer inter nship a nd prepare
a re p or t u n d er t h e gu ida n c e o f a fa cu lt y member. The report sha ll
b e su b mitted before the commencement of t he third semester failin g
which the stu dent sha ll not be permitted to join the thi rd semester.
c ) F i n a l P r o j e c t : During t he t hi rd a nd fou rth semesters each student
shal l u ndertak e pr oj ect work a nd pre pa r e p roj ect r eport strictly in
ac c or da nce wi th t he gu i deli n es i n t heir el ect ive a rea under the
su p er vi si on o f a fa cu l ty . T h e stu d e n ts are required t o maintain a
pr oj e ct wo rk da ir y t o b e su b mi tt ed for e va lu ation. The project
re p or t mu st b e su b m it te d b e fore the commencement of the fourth
semest er exa mi na ti o n, fa il i ng whi ch t he stu de nt sha ll not be
permitted to a ppear for the exa mina tion.
4. Atte ndance and Co nduc t
T he C ou r se i s a fu l l ti m e cou r se a nd students S H A L L N O T take up
an y e mpl oy ment /c ou r se, part t i me or full ti me du r i ng their stu dy.
Stu dents fou nd vi olating this rule shall be removed from the cour se.
Mi ni mu m a tt e n da n ce o f 7 5 % o f a ctual work ing hours is required in
ea ch pa p er . A stu d en t who d o e s n o t sati sfy t he requ irements of
a tt e nda n c e a n d co n du ct s ha ll n ot b e per mi tt ed to write the
exa mi nation in the concerned su bject.
5. Examinat ion
Each su bject is di vi ded into internal a ssessment ( IA) and end of ter m
exa mination with mark s a llocated a s shown in the ta ble. Inter nal
a. Announced test – 05 Mark s
b. Surprise test – 05 Mark s
c. Ter m pa per / seminar / ca se discu ssion – 10 Mark s
d. Viva -voce – 05 Mark s
Tot al – 25 Marks
There shall be a ter m end exa mination of 3 hours duration for ea ch
su bject at t he end of ea ch semester (except ing project repor t).
6. Evaluatio n of Project Re ports
1. Su mmer internship report a nd pr oject work diary are
evaluated for 50 mark s thr ough inter nal va luation.
2. Stu dents sha ll ha ve to su bmit a work dairy a nd synopsis of the
pr o p o s e d p r o j e ct work, to be evalua ted for 50 mark s b y the
co ncerned gui de, before t he co mmence ment of thi rd semester
e xa mi na t i o n fa i li n g w h ich he/ she wi ll n ot be all owed to
appear for the third semester exa mination.
3. Each pr oject report is eva luated for 75 ma rk s by internal and
exter na l exa miner s. The guide ordinarily shall be the
internal exa miner.
4. A viva -voce for 25 mark s will be condu cted by a board of
three member s constituted by the Cha irma n, B OE from the
appr oved list of exa miner s.
7. Declar atio n of Res ults
The decla ration of resu lts shall be made a s follows:
a. Minimu m for a pa ss is 40 % of the ma rk s in ea ch exa mina tion
pa per a nd 50 % of the mark s in the a ggregate of four
semesters. There is no minimu m for inter na l a ssessment, a nd
su mmer inter nship repor t.
b. The minimu m for a pa ss in Final project report is 30/75 marks
and there is no minimu m for viva -voce.
c. Carryover is permitted as per University regula tions.
d. Declaration of gra des shall be done a fter the fou rth semes ter
exa mination on the ba sis of aggr ega te mark s of a ll semester s.
The declara tion sha ll be ma de as follows:
Gra de A1 – 70 % a nd a bove in the aggrega te
Gra de A – 60 % a nd a bove but less tha n 70% in the
aggregate.
Grade B – 50 % and above bu t less than 60% in t he a ggr egate
Grade F – Less tha n 50% in the a ggregate ( FAI L)
Declaration of results in the ca se of R EPEATERS shall be done
according to general rules of the University.

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Third Semester Credits* Marks
Sl
No
Subjec ts (L+ P/S/F) Int l.
As st.
End
Term
Total
L P/S/F Total
1. Pr oject Ma nagement 1 2 3 25 75 100
2. Entr epreneur ship 1 1 2 25 75 100
3. Elective – I 2 2 4 25 75 100
4. Elective – II 2 2 4 25 75 100
5. Elective – III 2 2 4 25 75 100
6. Pr oject Work Diar y 0 3 3 50 --- 50
7. Su mmer I nter nship
Report
--- --- --- 50 --- 50
Total 8 12 20 225 375 600
Fourth Semester Credits* Marks
Sl
No
Subjec ts (L+ P/S/F) Int l.
As st.
End
Term
Total
L P/S/F Total
1. Stra tegic
Ma nagement
2 1 3 25 75 100
2. Elective – IV 2 2 4 25 75 100
3. Elective – V 2 2 4 25 75 100
4. Elective – VI 2 2 4 25 75 100
5. Elective – VII 2 2 4 25 75 100
6. Pr oject R eport 0 3 3 75 75
7. Pr oject Viva -voce --- --- --- --- 25 25
Total 10 12 22 125 475 600
Second Se mester Credits* Mar ks
Sl
No Subjec ts
(L+ P/S/F) Int l.
As st.
End
Term
Total
L P/S/F Total
1. Mark eting Mana gement 2 1 3 25 75 100
2. Huma n Resource
Ma nagement
2 1 3 25 75 100
3. Corpora te Fina nce 2 2 4 25 75 100
4. Quantita tive Methods 2 2 4 25 75 100
5. Lega l a spects of Bu siness 2 0 2 25 75 100
6. Opera tions Ma na gement 2 1 3 25 75 100
7. Ma nagement Infor mation
Systems
1 2 3 25 75 100
Total 13 9 22 175 525 700
COURSE CURRICULUM & REGULATIONS GOVERNING
MASTER OF BUSINESS ADMINISTRATION (MBA) DEGREE COURSE
COURSE STRUCTURE
First Semester Credits* Marks
Sl
No
Subjec ts
(L+ P/S/F) Int l.
As st.
End
Term
Total
L P/S/F Total
1. Ma nagement Concepts &
Theories
1 1 2 25 75 100
2. Orga nizational B eha viour 2 1 3 25 75 100
3. Business Envir onment 1 1 2 25 75 100
4. Ma nagerial Commu nica tion 1 2 3 25 75 100
5. Ma nagerial Accou nting 2 2 4 25 75 100
6. Ma nagerial Economics 2 1 3 25 75 100
7. Sta ti stics for Ma na gement 2 2 4 25 75 100
Total 11 10 21 175 525 700
* L =L e c t u r e – 1 ho ur o f l e c t ur e p e r we e k f o r 15 wee ks = 1 credit
P/ S/ F=Pr act icals/Se minars /Field Wor k – 2 hours of practic als /
seminars / fie ld wor k per wee k for 15 wee ks = 1 credit
Elective Are as:
1. Mar ket ing (M)
2. Finance (F)
3. Human Reso urce Manage ment (H RM)
4. Inter natio nal B usiness (IB )
5. Infor matio n Syste ms (I S)
6. Touris m & Travel M anage me nt (TTM)
7. Health C are M anage me nt (HCM)
8. Small B usiness Manage ment & E ntrepre neurs hip ( SBM &E )
9. Retailing & Supply C hain Manage ment ( R&SCM)
10. Banking & Ins ur ance ( B &I)

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SYLLABUS
FIRST SEMESTER
1.1 Management Concepts & Theories
1. M a n a g e m e n t : definitions, natu re a nd scope of ma nagement, functions
an d pr o ce ss o f ma na g e m e nt , e v olu ti o n of management theory from
Ta yl or, Fa yo l, Dru ck er to t he pr e sen t. Gr o wth of pr o fessional
ma na gement in India. Ethics in ma na gement.
2. M a n a g e r i al P l a n n i ng : pla nning process, types of pla ns, strategic vs.
operati ona l plan s, mo dels of strategy for mulati on, li nki ng strategy to
stru cture.
3. D e c i s i o n M a k i ng : ma nagerial decision-making process and models,
st eps in rati ona l deci si on-maki n g, creat i vi ty a nd gr o up decision-
making.
4. O r g a n i z a t i o n s : orga niza tional t heories a nd design, various forms of
or ga ni za t i o n stru c tu r e s, spa n o f ma nagement principles of
coor di nation, au thority, power, delega tion a nd decentrali zation.
5. M a n a g e r i a l C o nt r o l : rela tionship bet ween pla nning and control-
li mi ta t io n s o f co n tr ol , t y p es o f c o nt ro l systems a nd techniqu es –
ma na g e m e nt by e x c e pt i on , bu d g e ta ry control, functiona l a nd
dy sfu nctiona l aspects of bud geta r y contr ol, int ernal control systems,
internal audit and ma nagement au dit.
References :
 Essentia ls o f Management- Koontz and O’ Donnell. E-McGr aw Hill,
 Introduction to Management- Fred Lu thans- McGra w
 The Practice of Management- Peter .F.Drucker
 Management- S toner, Freemen and Gilbert
 Management- Griffin
 Management- Holt
 Management- Tasks and Responsib ilities - Peter . F. Druck er
 Profess ional management- Theo Haimann
 Organization Theory and Des ign – Richard L.Draft
 Management - Richard L.Draft
 Peop le and Pe rformance by Pe ter F.Drucker
1.2 Organizational Behavior
1. Fu n da me nt a ls o f O r g a ni z a t io n al Be hav io r: e volution of
orga nizat i o na l beha vi or, i n di vi dual s a nd Or ga nizations, forces
a ffecti ng or ga ni zat i ona l be ha v io r, C ha n gi ng work force and
e mpl oy ment rela ti on s, i mpa ct of glo bali zat ion a nd i nfor mation
technol ogy on or ga nizational beha vior,
2. In div i d ua l D i mens io ns i n O rg a ni zat io nal Be hav io r: individual
di fferences – per cept i on s, inter est s, a ptitu de, attitu de, learning,
personality, cr eativity.
3. G r o u p D y n a m i c s : g r oup b eha vior, tea m development, group
c o h e si ve n e ss – gr ou p d eci sion mak ing p roc ess, , Effective tea ms,
or ga nizati onal conflicts, & conflict resoluti on, interpersonal sk ills,
Johari Window a nd tra nsa ctiona l a nal ysi s.
4. M o t i v a t i o n : theories a nd mo dels of moti vation, Leadership, theories
of lea dership & leadership styles.
5. M a n a g e m e n t o f C h a ng e : resista nce to cha nge, cha nge models, change
agent s.Orga ni za ti onal effectiveness. Orga nizational climate and
cultur e., learning or ga niza tions.
References :
• Organizational Behavior – Robbins .
• Organizational Behavior- Fred Lu thans
• Human Behavior a t Work- Ke ith Davis
• Organizational Theory and Design – Daft
• The Fifth Discip line- Pete r Senge
• The Seven Habits o f highly Effec tive People- Stephen Cov ey
• Understanding Organizational Behaviour – Uday Parekh
• The Five Minds-Ho ward Gardner
• All the books by Ed ward De Bono
• Work in the 21s t
Century – Landy and Je ffrey
Business Environment
1. B us i n e s s a s a s o c i a l s y s t e m : int er nal and external environment,
stakehol der map of bu siness, role of go ver n ment in econ omic activity
an d i t s i m pa ct o n bu sin e ss i n I n dia . Bu si ne ss Ethics a nd Corpora te
Social responsibility. I ssu es in corpora te gover nance.
2. E c o no mic S t r uc t ur e o f I nd ia : economic pla nning in India, transition
fro m mi xed ec o n o my t o a ma rk et ec o n o my, ou t li nes o f Pu blic a nd
Pri va te sector s. C haracteristics of indu strial, service and agricultural
sector s. Regional a nd sectoral i mbala nces, Dualism, Trends in GDP.

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3. M o ne t a r y a n d F is c a l S y s t e m o f I n di a : overview of India’s monetary
pol icy, fi scal pol icy, role of RBI ,t he ba nki ng sector, In dian fi nancial
system, money ma rket and ca pital mark et s, st ock excha ng es and stock
ma rk et r e f o r ms i n I n dia . I n du str ia l fi na n c e i n I nd ia – role of
devel op ment fina ncial In st itu ti ons a nd commercial ba nk s, NBFC’s.
Fi na nci ng of exp orts a nd i mport s, EXIM a nd ECGC. Issu es in ta xat i on
and gover nment expenditure – FRBM Act, the problem of fiscal deficit.
4. I n di an So c iet y , C u lt ur e a nd Po li t ic s: social problems of India, Impact
o f mod e rn i za t ion on I n dia n so ci et y, d e mo gra p h y, gender,
environmenta l issu es.
5. I n t e r n a t i o n a l B u s i n e ss E nv iro n me nt: India as a player in the
In ter nati o nal mark et pla ce – its po sit i o n a nd pr o spe cts, the role of
multi -na tional compa nies in India . FDI & FI I’s in India.
References :
• Business Environment – C. A.Francis
• Business, Government & Socie ty – Ar thur Go ld Smith.
• Ethical choices - shekar
• India Development Repor ts
• India in Transition – Jagdish Bhag wathi
• India’s Economic policy – Bimal Ja lan
• Is there a Indian way of th inking – A.K. Ramanu jam
• A Million Mutin ies- V.S.Na ipual
• International Busines s Environment by Daniels & Radbaugh
• In d ia in th e Era of Eco n o mic Refo rms – S a ch s, Ja ffre y, Varshney,
Ashutosh and Ra jpai, Nirupam, Ne w Delh i, Oxford , 1999.
• Fiscal Po licy, Pub lic Policy and Governance – Shome, Pa rthasarathi
• Eight Lec tures on India’s Economic Refor ms – Srinivasan.T.N
• Fiscal Po licy Developments in India 1950-2000 – Sury
• India’s Economic Performance and Reforms : A Per spective for the
Ne w Millen ium – S wamy, Subramanian
• Imagining in India – Nandan Nilekani
1.3 Managerial Communication
1. I n t r o d u c t io n : na ture of ma nagerial commu nica tion, the commu nication
pr ocess. Effecti ve co mmu nica ti on a nd bar riers to commu nica tio n,
commu nication skills; writing, r ea ding, logic, a nal ysis a nd listening
2. C o m m un i c a t io n f o r Pr o b l e m So lv i ng : problem solving–
co mmu nicat i on model for ca se ana l ysis a nd report ing in deta il. Group
discu ssion, in-cla ss or work shop exerci ses a nd a ssignments.
3. Wr it i ng S ki l l s : exercises in dra fting letters, memo s, e-ma il, proposals,
re su me writ i ng, rep orts a n d executi ve su mmari es. Th e structure and
process of crea ting bu siness messa ges.
4. O r al C o m mu nic at io n : exercises in speak ing, discu ssing, listening and
negotia ting, body la nguage and kinesics, bu siness etiqu ettes.
5. Bus ines s Presentatio ns: ha nds– on with excel a nd office power point.
References :
• Better Bus iness Communication – Denish Murphy
• Written Executive Co mmunication - Shur ter
• Model Business Lette rs - Gar tis ide.
• Business Communication – Les ikar – Pettit - Flatery .
• MLA’s Handbook.
• Business Research Me thods- Cooper and Schneider
• Business Research Me thods - Zikmund
1.5 Managerial Accounting
1. I nt r o duc t io n t o Ac c o u nt i ng : mea ning, accou nting concepts and
c onve nti o ns – Fi na ncial Acc ou nt i ng V/ s Ma nag ement Accounting –
Re c or d ing, classifying a nd su mmarizing bu siness transa ctions lea ding
t o preparati on of final a ccou nts of sole pr oprietary, mercha n dizing
ma nu fa cturing a nd service bu sinesses u sing Excel.
2. Company Final Acco unts in I ndia: requ irements of Compa nies Act of
1956 with respect to prepa ration of Final Accou nts of Compa nies -
Annual Reports a nd its contents.
3. Fi na nc ia l s t a t e me nt A n a ly s is : techniques of financial statement
a nalysis: Horizontal a nal ysis, Vertical a nalysis, Trend Anal ysi s, Ratio
A na l y si s ( Profitability, Liquidity, Solvency a nd Ca pital market ratios),
preparation of fu nd flow & ca sh flow statement u sing Excel.
4. E x c e l a p pl i c a t i o ns : preparation and Analysis of Income Statement,
Bala nce Sheet, Ca sh Fl ow Sta t emen t, Rati os a nd Pr oj ecti ons u sing
excel
5. C o s t a c c o u n t i n g : el ement s of C o st s, Cla ssification of costs,
Pr e pa ra t i on o f C o st Sh e et, C o st a c c ou nting systems: Job costing,
pr o ce ss c o sting, contra ct costing and service costing, Marginal costing
a n d use of break -even a nal ysis in decisi on-making –Releva nt costs for
mark eti ng a nd pr oducti on deci si on s- Cost Dri vers and Acti vity Based
Costing.
References :
• Financial Accounting: A Managerial perspec tive – R.Narayanswamy
• Introduction of Management Accounting- Horngren , Sundem, Stratton.
• Cost and Managerial Accounting - Duncan Willamson
• Cost accounting for Business Managers-As ish K Bhattacha rayya.
• Management and Cost Accounting- Colin Drury
• Management Accounting –Hensen Mo wen
• Financial Analys is and Modelling – Chandan Sen Guptha

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1.6 Managerial Economics
1. M a n a g e r i a l E c o no m i c s : introdu ction, ba sic concepts, application in
bu si n ess de ci si on -making. Demand and Supply Analysis,determina nts ,
equilibriu m, ela sticity, demand for eca sting a nd estima ti ng met hods
2. T he o r y o f c o ns u me r be h av io r : consu mer preferences, indifference
cu r ve s, bu d get co n st rai nt, ut ili ty ma xi miza ti on a nd the deriva tion of
the consu mer dema nd cur ve.
3. Pr o d uc t io n a nd Co s t An a l ys is : production fu nctions-cost fu nctions,
a nd pr o fit fu n cti o n s, t ota l, a ve ra ge a nd ma r gi na l c osts, returns to
fa c to rs a nd sca l e, sh or t ru n v / s l o n g ru n decisions, derivation of the
su pply curve.
4. M a r ke t A n a l y s i s : mark et for ms, perfect competition, monopoly,
mo nopoli stic, ol ig opoly. Out put a nd pri ce deter mi na tio n. Cartels and
c ol lu sion, mergers a nd acquisiti ons a nd government regulati ons in the
for m of pri ce d ir ect i ve s, tax e s, su b si di es, a nt i -t ru st action a nd
competition polices.
5. Nat io n a l Inc o me Ac c o un t i ng : concepts of GDP, NI, per capita income,
PPP Na ti onal i nc o me a ccou nti ng in I n dia . Bu siness cycles and bu siness
foreca sti ng. Mea suri ng bu si ness cycles u sing trend analysi s, ma cro
e c o no mic indica tors in bu siness cycle mea surement, Coping st rategies
for bu siness.
References :
• Managerial Economics - Dominick Salwatore.
• Managerial Economics - Gupta and Mote
• Economics- Samuelson &Nordhaus
• Managerial Economics by Peterson and Le wis
• Micro Economic s – Dominick Salvatore
• Macro Economics – Pa lmer and o thers
• Macro Economics - Kou tinyas
1.7 Statistics for Management
1 . Qu a nt ita ti v e da ta i nt erp r eta t i on i n managerial decision making:
c ol l ecti on – cla ssi fi ca ti on – ta bu lat ion – fr equency distribution –
c harts u si ng excel, mea su r es of cent ral te n den ci es a nd dispersion –
usi ng vi sual explorations in MS excel.
2. Cor rela tion and regr essi on: multi ple correlati on – ba sic pro bability
c o n cepts – conditi ona l proba bilit y – Bay es theore m – use MS excel PH
STAT2.
3. Pr obabil ity di st ri bution s: bino minal Poi sson and nor mal distributions
usi ng excel – estimation – point and inter val – u sing Excel.
4 . Sta ti st i ca l De ci si on T he o ry : h y p ot he si s te sti ng for means a nd
pr o p ort i ons a nd for di ffer ence of means a nd pr o port io ns – analysis of
varia nce.
5. Sa mpli n g: sa mpli ng te ch ni qu es, ra n d o m sa mp li n g, ra ndom nu mbers
ta b l e, Mo nt e Ca r l o si mu la ti o n , C hi -squ a r e tests, time series
foreca sting, hands-on with MS excel.
References :
• Statistics for Managers – using Microsoft exce l – Lev ine, Stephan &
others
• Statistics for Management – Richard Levin and Rubin [excel
version]
• Statistics – Murray Spiegel, Schaum Ser ies
• Probability and Sta tis tics – Murray Speige l, Schaum S eries
• Quantitative Business Analysis – Tex t & Cases – Samul Bodiley
& o thers
• Business S tatistics – Kazmier , Schaum Ser ies
• Basic Business Statistics – Bereuram and Lev ine
• Quantitative Methods – Anderson, S weeny & William
SECOND SEMESTER
2.1 Marketing Management
1. I n t r o d uc t io n t o M a r ke t i ng M a n ag e me nt : natu re of marketing
ma na g eme nt, T yp es of pr o du cts / se rvi c es. Mark eting concepts:
Pr o duc t, Pro du ct i on, Sel li n g, Ma rk eti ng a nd Societal, Concepts
Mark eting en vir onment, elements of Mark eti ng Mi x. Classifica tion of
goods & services.
2. C o n s u m e r B e h a v i o r : co nsu mer & buyer behavior process, models of
co n su mer b e ha vi or . Ma rk et r e sear ch a nd mark et intelligence.
Mark eting infor ma tion system.
3. M ar ke t Seg me nt at io n a n d T ar g e t i ng : concept of segmentation and
targ eti n g, ba si s for se g menta ti o n. Se g menta tion for consu mer a nd
indu stria l produ cts, Produ ct positioning.
4. P r o d u c t & P r i c e : produ ct Mix a nd Produ ct Line, levels of produ ct, new
produ ct development, produ ct life cycle strategies. Branding, types of
bra n d s, bra n d bu il di n g, mea su r i ng bra n d e quity. Packaging and
labeli ng. Pri ci ng: General p ri ci ng a p proa ches, new pr oduct pricing
strategies, Pu blic policy a nd pricing.
5. P r o mo t i o n a n d P l a c e M i x : elements of promotion mix, Marketing
commu nication process, Pu blicity, Adverti sing and public rela ti ons.

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Per so nal sel li ng a nd sa l es pr o mot i o n. Direct ma rk eti ng a nd online
ma rk eting. Di stribution channels a nd logi stics ma na gement, Cha nnel
desi gn and administration, Pu blic policy a nd distr ibu tion decisions .
References :
• Ma rket ing Ma n a g emen t – Ph ilip Ko tler , Pren tice Ha ll India, (New
edition)
• Basic Marke ting – Perault
• Fundamenta ls of Marketing – William S tanton
• Princip les of Marketing – Ph ilip Ko tler and Garry Arms tr ong
• Marketing Management – Ra jan Saxena
• Marketing Management – Zick mund
• Marketing – Ramesh Ku mar
2.2 Human Resource Management
1. P e r s p e c t i v e s i n H R M : role of HR ma nager s, sub-systems of HRM, HR
fu nct i ons a nd p oli cies. Or ga niza ti on for HR M, Development of HRM in
India , Recent trends in HRM, Impa ct of globalization on HRM.
2. H R Pl a n ni ng , R e c r ui t me n t a n d Se le c t io n: scope of HR planning, Job
anal y si s, j ob d esi gn J ob d escr i pti on a nd job e valu at i on, methods of
recru it ment. T esting for selecti on of employees, u se of psychol o gical
test, selection pr ocess, inter views, errors in selection.
3. T r a i ni ng a nd D e v e lo p me n t : indu ction a nd Orientation, methods of
t rai nin g, tra i ning ma nual, trai ni ng u nder I SO and QS Certi fica tion.
Su perv i sor y, Executive a nd Ma na gement develop ment programmes.
Career devel opment.
4. P e r f o r m a nc e M a na g e me nt : KRA a nd KPAs, Traditional vs Modern
met ho ds of p erfor ma nce mana geme nt. Pot entia l a p prai sal, Feedback
systems. J ob evaluation.
5. C o m pe n s a t io n P la n ni ng : wa ges a nd salary, Administration perks,
Fri n g e b en e fi t s, Bo nu s, I n ce nti ve s. C o mp e n sation surveys.
Pr o du cti v it y, Performance link ed, Pa y structure. Compensa tion review
and stru ctur ing.
References :
• HR and Personnel Management – Ke ith Davis
• Pe rsonnel Management – Flippo
• Human Resource Management – T.V. Rao
• Human Resource Management – Pa ttanaik
• Human Resource Management – Micheal Arms trong
• Human Resource Management – Gary Desse ler
2.3 Corporate Finance
1. Go a l o f t he F i r m : profit maxi miza tion vs wealth ma ximization, Value
crea tion, Agency pr oblems, Social resp onsi bilit y, Role of financial
ma na g e m e nt, T i me va lu e o f mon e y , Valua tion of securities – stocks
a nd bo nds. Concept of ri sk a nd returns of secur ities, u si ng proba bility
di stribu tion to mea sure ri sk, risk a nd retu rn in portfolio context (u sing
excel).
2. C a pi t a l B u dg e t i ng : estimating ca sh flows – initial, intermediate and
ter mi nal Ca sh fl ows on incrementa l ba si s, Ca pita l bu dgeti ng decision
rules, Pa yba ck, ARR, DCF techniqu es – NPV, IRR, PI, u sing excel.
3. C o s t o f C a p i t a l : cost of debt, pr eferr ed st ock , equity, computing
W AC C, T h e C AP M a p pr oa ch , Adju sti ng WACC for risk . Long-ter m
fi na n c i ng, Pu bl i c i ssu e of d e b t, P r e ferred stock and Common stock,
Ter m loans.
4. C a pi t a l S t r uc t ur e T he o r i e s : tra ditional view vs MM hypothesis, MM
p o si ti o n I & I I, Ca pi ta l stru cture desig ning in pra cti ce – EBIT - EPS
anal y si s, t he pecki ng or der t heory. Di vi dend deci sio ns, Relevance vs
irreleva nce of dividends.
5.Wo r king C a pit a l M a nag e me nt a n d F in a nc e : ca sh management,
Rec ei va b l es ma na gement a nd Inventory management.Working capital
finance in I ndia.
References :
• Fundamenta ls of Financial Management – Van Horne and Wacho witz
• Financial Policy and Management – Van Horne, 12 t h
edition.
• Financial Management – Prasanna Chandra
• Corporate Finance – Brigham and Erhardt
• Corporate Finance – Ross, Wetfield & Jaf fer
2.4 Quantitative Methods
1. Sc ie nt if ic me t ho ds : induction, deduction, theory, concepts, constructs,
defi nition s, var ia bles, mo del s, la ws, hypot hesi s, syll ogism, levels of
a b st ra cti o n . Fa lla c i es o f r ea so ni n g. The nature of research in
Ma nagement, Exercises in writing a research proposal.
2. P r i n c i p l e s o f r e s e a r c h d e s ig n: types of basic research methods and
seco n dar y r e sea rch met ho d s, sa mpl i ng de sign, meas urement and
mea su r e me nt sca les. Da ta collection methods, observational stu dies,
experimentation. Qualita tive methods of research.
3. An al ys is an d pr e s e n t a t i o n o f D at a: use of statistical techniques, style
ma nuals. Exer cises in writing mana gement repor ts.

7
4. L i ne a r pr o g r a m m i ng : types of linear progra mming, simplex method,
pri mal a nd dual, sensiti vit y a na lysi s, resource all ocation, production
pla nning, pr oduct mix a nd ca pital budgeting deci sions u sing softwares.
5. Tr ans portatio n and assig nme nt proble m: sequ encing problems,
Decision mak ing under risk a nd u ncer tainty, decision t rees. MS excel
solver for all the a bove models
References :
• Business Research Me thods – Zikmund
• Marketing Research – Malhotra N.K.
• Business Research Me thods – Donald R. Coopers and Schindler
• Foundations of Behavioural Research – F.N. Kerlinger
• MLA Handbook for Researchers – MLA Associa tion
• APA Manual
• Social Research Methods – Bryan
• Case Study Me thod of research – Robert K Yin
• Designing Qualitative research – Marshall and Rossman
• Research Des ign & Me thods – Kennet G.Bordeaux & Other s
• Marketing Research with S PSS – Cor l Mc .Daniel & Gates
• Marketing Research – Churchil & Lacobucci
2.5 Legal Aspects of Business
1. O ut l i n e s : Industries Development and Regulation Act (IDRA),
Competition Act. For eign excha nge mana gement a ct.(FEMA)
2. O u t l i n e s : company La w, pr ov i si ons of I ndia n Co mpanies Act 1956
relating to i ncor pora ti on, mana g ement a nd admini stration. Filing of
retu rn s, R emedi es a gai n st mi sma na gement a nd o pp ression. Powers of
investi gat ion b y t he Government, I ssu es relati ng to g ood corp ora te
gover nance.
3. O ut l i ne s : intellectual property rights, Pa tents a nd Trademark s Act,
copy rights a ct, geogra phica l a ppellation,
4. O ut l i n e s : security Ma rket La ws, Security and Exchange Board of India
A c t (S EBI ), S e cu r it i es co n tra ct act, La ws pertaining to stock
exchanges, SARFESI Act.
5. O ut lines: consu mer pr otection a ct a nd Infor mation technology a ct.
References :
• A Manual of Bus iness La ws – S .N. Mahesh wari and S.K. Maheshwari
• Business La w for Management – K.R. Bulchandani
• Business Environment: Texts and Cases – Francis Cherunilam
• Business and Corporate La ws – S .S. Gulshan and G. K. Ka poor
• Bare Ac ts o f respec tive legis lations .
2.6 Operations Management
1. O p e r a t i o ns M a n a g e m e nt : produ ct strategies – Produ ct life cycle –
Pr o du c ti v e sy st e m t yp es – I mpa ct o f technology and organization of
the operations fu nction – R equirements of foreca sting for operations.
2. P la nt L o c at io n a n d T y pe s o f P la nt L a y o ut : product planning and
co ntrol – I n ven t ory pla n ni ng a nd con tr ol – Mat erial s requirements
pla nning – Pla nning pr odu ction in a ggregate ter ms.
3. J o b D e s i g n i n g : work stu dy a nd t ime study – Stati stical quality control
met h ods – Japa n ese ma nu fa ctu ri ng syst ems – Flexible manufacturing
system – Operations systems of the fu ture.
4. T o t a l Q u a l i t y M a n a g e m e n t : trends in quality management
b en ch ma rki ng and bu si ness process reengineering, Kaizen – Six Sigma
Mot orola syst ems – Qualit y crit eria ba sed on Demi ng pr ize – Ma lcolm
Bal drige Award. Qua lity Mana gement Systems, I SO Sta ndards.
5. S u p p l y C ha i n M a n a g e me nt : concept of SC M. Operating model for
su pply chai n. Ma na gi ng the external a nd internal su pply chai n. Gl obal
SCM a nd sou rcing.
References :
• Modern Production Management – Buffa Elwood. S, and Rakesh K.
Saren, John Wiley and Sons, 2003.
• Production and Opera tion Analysis – Steven Nahmas
• Cases in Production / Operations Management – K.N.
Krishnas wamy
• The Benchmarking Management Gu ide – American Productivity
and Quality Center , Productiv ity Press , US A, 1993.
• Total Quality Management – Dale H. Beste rfie ld and others – Pearson
Education, Ne w Delh i, 2003.
• Total Quality Management – Poornima Choudhary – Pears on Education
– New Delhi, 2002.
• Total Quality Management – Sridhar Bhatt.
• Supply chain Management theory and practices – Mohanty and
Deshmukh, Biz tantra 2005.
2.7 Management Information Systems
1. I n f o r m a t io n S y s t e ms : data vs Information, Strategic role of informa tion
in ma na gement, Or ga ni za ti on as a n in fo r mati on sy ste m. TPS, MIS,
DSS, ESS, OAS, Networking concept s, telecommunications net work s.
2. Sys te ms Developme nt: the concept of syst ems development life cycle
(SD LC) ,Types of SDLC, Use of flow charts.

8
3. A p p l i c a t i o n T e c hno l o g i e s : ERP concept s, Evolution of ERP, ERP
pa ck ages, SAP, Baan, MFG-PR O, Ora cl e, ERP E va luati on, ERP a nd
BPR, ERP Implementa tion, Extended ERP, Ca se studies.
4. We b P u b l i s h i ng : web publi shing, Types of websites, Web surfing, E-
commerce, B2B, B2C, C2C, E-commerce security i ssu es, Ethical issu es
5. Pr act ic als on ER P -. Fu nctiona l modules in bu siness.
References :
• MIS – Kennett G. Lauden and Jane P. Lauden
• MIS – James A. O’ Br ien
• MIS- C.S .V.Mur thy
• Computer Today – S.K. Basudev
• ERP Concepts – V.K. Garg
THIRD SEMESTER
3.1 Project Management
1. P r o j e c t M a n a g e m e n t : co ncepts & key terms, evolution of integrated
pr oj ect ma na g ement sy st em, a li gni ng p r oj ect s with orga nization
strateg y, effect i ve p r oject port folio mana g ement system, project life
cycle, fea sibilities of projects-different forms of project contra cting.
2. P r o j e c t Sc o pe M a n a g e m e nt : defining project scope, creating work
br eak d o wn st ru ctu r e ( WB S) , pr oj e ct r oll up, process break down
stru cture, responsibility ma trix.
3. P r o j e c t S c h e d u l i n g : n et work models, PERT & CPM using softwares,
mea suring r isk.
4. P r o j e c t R is k M a n a g e me nt : contingency pla nning, scheduling
resources, redu cing pr oject duration.
5. P r o j e c t T e a m M a n ag e me nt : bu ilding high-performa nce project tea ms,
ma na gi ng virtual project tea ms, pr oject co nt rol process. Performance
mea surement a nd eva luatio n, project quali t y, planning, quality
assura nce, quality au dit, pr oject cl osure, post completion audit.
References:
• Pr oject Ma nagement – Clifford Gra y & Lar son
• The p ra ctice a nd t heory of pr oject ma nagement creati ng valu e thr ough
cha nge – Newt on, R icha rd – 2009, Ha mpshire, Palgra ve Pub
• Effective pr oject Mana gement – Clements, Ja mes P & Gido Ja ck –
2006, NewDel hi, Cengage Lea rning
• Pr oj ect Ma na g emen t: A ma na g eria l a p pr oa ch – Meredith, Jack.R&
Ma ntel Sa muel.J – 2006, New Delhi, John Wiley & Sons
• Pr oject Ma nagement for bu siness, engineering & technology: principles
& pra ctice – Nichola s, J ohn.M & Steynl, H er ma nn
• Pr oj ect Ma na g ement – Harv ey Ma y l or – 1 9 9 9 , New Delhi, Ma cmillan
pub
• www.pmi.org
3.2 Entrepreneurship
1. Foundatio ns of Entre pre neurs hip: nature of Entrepreneurship, social
& cultural fa ctors in nurturing entrepr eneur ship. Institutional su pport
for pr omoting entrepreneur ship in India , r ole of Univer sities &
Colleges, CSIR labs. Ca se stu dy of incu bation
2. B us i n e s s P l a n n in g : from idea generation to prepara tion of detailed
bu siness pla ns. Exerci ses in prepa ration of bu si ness pla ns.
3. Ve n t u r e C a p i t a l : va lui ng a nd fi nancing a venture, sta ges of venture
devel o pme nt and fina ncing, venture ca pi tal fi r ms ( VC’ s) venture
expansion strategies.
4. Rur al & so c i al e nt r e pr e ne ur s hi p: potential for entrepreneurship in
ru ral I n dia , SHG s, mi cro cr e dit etc., Ca se stu d i es of r u ral &social
entr epreneur ship in I ndia .
5. E n t r e p r e ne u r s i n I n d i a : fa mil y bu si nesses, new generation
entr epreneur s, women entrepreneur s.
References :
• Entrepreneurship – Pro f. T.V.Rao
• Entrepreneurship – His rich & Pe ter
• Stay hungry stay foolish- Rashmi Bhansal
• Entrepreneurship- Mathe w J Mani mala
• Indias ne w cap italist – Har ish Damodaran
• Business Mahara ja’s – Geetha Peramal
ELECTIVE PAPERS
MARKETING
3.3 Elective MM 1: Consumer Behavior and Marketing
Research
1. C o ns u me r B e h a v i o r : introdu ction, Fa ctors influencing consumer
behaviour, Per sonalit y, Psychogra phics, Fa mily, Society, Va lues of
perception, Attitu de a nd life styles, Di fferent models of consu mer

9
behavi our – Econo mic, Lea rni ng, Psychoa nal ytical, Sociological,
H o wa rd Sh e tt , Ni c o sia , W e b st e r and Wind, Engel, Black well and
Minard models.
2. B u y ing D e c i s io n M a ki ng Pr o c e s s : bu ying roles, Stages of the decision
pr oc ess – Hi gh a nd l o w effo rt deci si o n s, Po st pu r cha se decisions,
Models of consu mer beha viour
3. M a r ke t ing R e s e a r c h D e s ig ns : types of research designs, Techniques
a nd to o ls of data c oll ec ti on – Sca l es a nd mea su r eme nt, Various types
o f data , Sa mp li ng techniqu es, Sa mple size determination. Analysis a nd
interpreta tion of data . Repor ting the r esea rch findings.
4. Ap pl ica t io n o f Qu a nt i t at iv e To o ls i n M ar ket ing : decision making
u si ng R egr essi on a na ly si s, ANO VA, Di scri mi nant a na lysis, Factor
analy si s, Clu st er ana l ysi s, Multi -di men sio na l scali n g and Conjoint
anal ysis, Use of SPSS for data a nalysis.
5. M a r ke t R e se ar c h: mark eting and market research, Qualitative research,
Mark et a nd sa les a nal y si s. Moti va ti o n r esea rc h, Commu nication
resea rch, Produ ct, Pricing a nd Distribution resear ch.
References :
• Marketing Research – R.Nargundkar
• Consumer Behaviour – Schiffman and Kanuk
• Marketing Research – Tull, Green and Ha wk ins
• Business Research Me thods – Zikmund
• Marketing Research – N.K. Malho tra
• Marketing Research – Parashuraman, Gre wal
• Consumer Behaviour – Hoyer Mac Innis
3.4 Elective MM 2: Sales and Logistics Management
1. Sal e s M a n a g e me nt : objectives of sales ma na gement, Personal selling
process, Develo pi ng per sonal selli ng strategi es. Organizing the sa les
for ce – T yp es o f sa l es or ga ni za t i on s – Determining the kind of sa les
force a nd Size of the sales force. Qua lities of sa les executives.
2. M a n a g i n g t he S a le s Fo r c e : effective Recruiting, Selecting and Training
the sa les fo r c e. T i me a nd t errit or y ma na ge men t, Sal es territories a nd
Sales Qu ota s – C omp en sa ti ng sales force, Moti vati ng the sa les fo rce –
Controlling the sales for ce –Evaluating the sales force.
3. R e t a i l i n g a n d W ho l e s a l i ng : non-store retailing, E-tailing, Direct
ma rk eti n g, T el e ma rk eti n g, Ma rk eti ng on t he n et, Emerging trends in
retailing &wholesaling.
4. D is t r i bu t io n a n d L o g is t ic s M a n ag e me nt : design of distribution
cha nnel, Stru cture a nd Cha nnel mana gement. C omponents of logistics
– in b ou nd a nd out b ou nd l o gi sti cs, k ey l o gi sti cs a cti vities viz.,
Customer services - Inventory ma na gement – Material ha ndling –
Commu nica tion – Order pr ocessing, Pa cka gi ng – Traffic a nd
transportation – Warehou sing a nd st ora ge.
5. L o g i s t i c s St r a t e g y : l ogistics informa tion sy stem, Organizing for
e ffecti ve l o gi sti cs, I mpl e me nt i ng l o gi sti cs strategy – Computer
pa ck a g es u se d i n l o gi sti c s. R eta il ing a nd wholesaling, sales and
logistics for rura l ma rkets.
References :
• Sales Management – Decisions , Strategies and Cases – Richard R.
Still, Ed ward W. Cundiff and Noman A. P. Govani
• Profess ional Sales Management – R.E. Anderson, Joseph F. Har, Alan
J. Bash
• Marketing Channels – Louis W. Stern, Adel I. ER – Ansary, T.
Coughlan
• Funda menta ls of Logis tics Manag ement – M. La mber t, Ja mes R. Stock,
M. Elira m
• Logistics Management – Donald J .B. and D.J. Closs
• Logistics and Supply Chain Management – Martin Chr isto pher
• Sales Management – Analys is and Decisions Making – Thomas N.
Ingram
• Managing Supply Cha in – J .L. Gattorn and D.W. Wald is
3.5 Elective MM 3: Advertising and Sales Promotion
Management
1. P r o mo t i o n M i x : elements of mark eting promotion mix, Advertising,
Pu b li cit y, Per so nal selli n g, Pu bl i c relat i ons and Sales promotion,
Determina nts of pr omotion mix.
2. Ad v e r t i s i n g : types of a dvertisement, adverti se ability and advertising
aids, Advertising pla nning a nd decision maki ng.
3. A dv e r t i s i ng C a m p a i g n P l a n n i ng : setting advertising goals and
object i v es, The DAG MAR App r oac h. Messa ge strat egies and ta ctics,
Cr eati v e a p p roa c hes, Copywriting a nd testing, Advertising copy design
and commu ni cat ion stra tegy, C opy -vi sua li zat ion lay out, Advertising
ap p eal s a nd themes, Cla ssifica tion of a dvertisement copies, Essentials
of a good copy. Exercises in dra fting a dvertisement copy.
4. Ad v e r t i s i n g M e d i a : t ypes of media, media planning and scheduling,
Adverti sement bu dget s, a p pr oa ches to a d vert i si ng, bu dgeting.
M ea su ri n g a dvertising effectiveness. Advertising strategies for rural
mark ets.
5. A dv e r t i s i n g A g e nc i e s : profile of ma jor a dvertising agencies in India
and abroad, Rural adverti si ng, socia l a dvertising, ethi cs in a dvertising,
adverti sing sta ndar ds cou ncil of India (ASCI).

10
References :
• Advertise ment and Promotion – Belch and Belch
• Advertis ing – Aaker and Bathra
• Advertis ing Management – Chuna walla
• Advertis ing Management – Wr ite and Ziegler
• Contemporary Adver tis ing – Williams Arens
• Advertis ing Management – Ra jeev Batra, John G.Myer , Da vid Aker
• Advertis ing Planning & I mplementa tion – Sangeeta Sharma & Raghuvir
Singh
• Advertis ing Princip les and Practice – Wells , Moria try, Bu rnett
• Advertis ing Management – Ja ishri Jeth wanry , Shruthi Jain
• Marketing Com munication – Dahlen
FINANCE
3.3 Elective FM 1: Advanced Capital Budgeting
1. C a s h F lo w M e a s u r e me nt : dependence a nd independence of cash flows
in e va lu a ti n g pr oj ec t s, M ea su res o f r i sk and returns, Inflation in
ca pi tal bu d g et in g , R eal vs n o mi nal discou nt rates, Bias in cash flow
esti mates, Total risk for multiple investment. Mea suri ng ca sh fl ow for
acquisition. Use of Excel for estimating ca sh flows & decision making.
2. Ra n k i ng P r o j e c t s : NPV vs IRR Conflicts, Fisher’s ra te of intersection,
Multiple IR Rs, MIR R, Optimal decision u nder capita l ra tioning
3. R e a l O p t i o ns i n C a p i t a l I nv e st me nt: types of options – expansion,
Aba ndonment a nd postponement.
4. P r o j e c t R i s k A n a l y s i s : t echniques for mea suring stand alone risk –
Sensitivity a nalysis, Scenario analysis a nd Simu lation
5 Financing Dec isio ns: sources of long-ter m fina nces for a project.
Lea sing – Types of lea ses, stru ctu ring of lea se renta ls a nd evaluation
of lea se.
3.4 Elective FM 2: Advanced Capital Structure Theories
1. E mpiric al Pers pectiv es o n t he F ina ncial Char acte r is tics: a nalysis of
c o mp o si te ca sh fl o ws, L e ve ra ge, O wn er shi p structures, ROE, P/E
rati o s, Di vi d end pa y out , Di vi d end y i el d s, a nd o t her fina ncial
chara cteristics of Sensex a nd Nifty fir ms.
2. Pr inc ipa l Ag e nt Co nfl ic t a n d Fi na nc i al Str a teg i es: introduction,
Limited lia bility a nd the sepa ration of owner ship a nd control, role of
extended stak eholder s, Conflicts of interest, Contra cts a nd a revi sed
directive.
3. I nfo r ma t io n As y m metr y a nd t he M ar kets for Corporate Securities:
in tr o ducti o n, T he or i es of t he effects of i n for mat ion a symmetry,
Va lu a ti on of tra ded equ ity under a symmetric information, Information
asy mmet r y a n d t he Qu ali ty of t he mark et for a firm’s equity, optimal
owner ship structure.
4. L e v e r a g e D e c i s io n: introdu ction, Corporate a nd personal taxation,
M od i f yi n g MM propositions to a ccount for corporate taxes, Tra ditional
trade-off theory, Agency theo ry and l everage deci sion, Asy mmetric
infor mation and levera ge, bala nci ng a gency costs with i n for mation
asymmetry.
5. The Fir m ’s E nv iro nme nt , Go v ern a nce, s tra te g y , operatio n and
f i n a n c i a l s t r u c t ur e - firm’s business environment, opera tion structure,
fi nancial stru ctu re, ri sk performa nce a nd conti ngen cies, empirical
anal yses of risk.
3.5 Elective FM 3: Portfolio Management
1 M a r ke t e f f i c ie nc y : ra ndom walk a nd the efficient market hypothesis,
E mpiri cal testi ng of E fficient Mark et Hypot hesis (E MH). Portfolio
T he or y – Ca pi tal a ll o ca t i o n b et wee n t h e r i sky a sset a nd the risk free
asset, Opti mal ri sk y p ort foli o s-Ma rk o witz mo del Vs Stocha stic
Domina nce Anal ysi s( SDA), Equili briu m in ca pital mark ets – Capital
asset pri ci ng mo del, I n d ex mo del s a nd Ar bit rage pricing theory and
multi fa ctor models of risk a nd retur n.
2 F i x e d I n c o m e Se c ur it ies : bond Prices and yield –Bond Characteristics
and Ty pe s, Bo nd Pri cin g, B o nd yi el d, T er m Stru ctu re of In ter est ra te,
Inte rest rate ri sk -i nte rest rat e sen sit i vity, du ra ti o n, convexity a nd
i mmunization.
3 F u n da me nt a l An a l y s i s : economic a nalysis, Industry analysis,
Co mpa n y a nal y si s, F o re ca sti ng c o mpa n y earnings, Va luation of
companies,
4 T e c h n i c a l A n a l ys i s : ma rket indicators, Foreca sting individual stock
perfor ma nce, T ech niqu es, T ypes of chart s, Dow t heory , R elative
str e ng t h, C o nt ra r y o pi n io n , Mo vi n g av e ra ge, Confe rence index,
T ra di n g v o lu m e, C o n c e pt o f d e pt h , b readth and resilience of the
mark et.
5 Act ive Portfolio Manage ment: portfolio perfor ma nce evaluation –
mea suring investment return, conventiona l theory of perfor ma nce
ma na gement with diffu se owner shi p. Cla ssic directi ve to ma na gement,
evaluation, M2
a nd T2 ,
ma rket timing, per forma nce a ttribution
pr ocedures, style a nalysis and morning star’ s, ri sk a djusted ra ting.
Active por tfolio constru cti on u sing Treynor – B la ck model

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HUMAN RESOURCE MANAGEMENT
3.3 Elective HRM 1: Human Resource Development
1. H u m a n R e s o u r c e D e v e l o p m e nt : su b systems of HRD & OD, HRM and
HRD, E me rg i ng tr en ds i n HRD, HR D i n IT i n du str y , p u bl ic sector,
gover nment or ga niza tions, a nd NGOs.
2. Pe r f o r m a nc e M a n ag e me nt : traditional and modern techniques, Open
A p pra i sal – I d e nti fi ca ti on of Ke y Pe r for ma nce Areas and Key Result
Ar ea s – Ma na g e rial a p pra i sal – E th ical issu es in performa nce
a p pra isa l. Potential a ppraisa l, Feedba ck mechanisms, Performa nce
ma na gement a nd ca r eer dev el opment. Bi -di r ecti onal performance
ma na gement.
3. M e nt o r i ng , Co a c h ing & E mp lo y e e Co unse ling Services: nature
me nt or i ng a nd coa chi ng, C oach i ng to i mpr o ve p oor per formance,
E ff e ct i veness of coa ching, Need for empl oyee cou nseling progra ms,
Components & Cha ra cter istics, I ssu es in empl oyee counseling.
4. C a r e e r P l a n n i ng a n d D e v e l o p m e n t : meaning and process – Career
pat h , Ca r e er wi dt h a n d L e n gt h – Su c c e ssi on planning – Career
Development.
5. L e a r n i n g a n d de v e l o p me n t i n kno wl edg e se t ti ng : learning in a
k no wl e d g e e nvironment, creating a holistic developmental a pproa ch,
d ev el o pi ng so cia l ca pi tal, de vel o pi ng k no wl ed ge l eadership
ca pa bil it i es, pr oj ect -ba sed lea rning, working with technology, bu ilding
a co mpre h en si ve k n o wled ge d e vel o p ment stra t e gy, pla nning for
individual development.
References :
• Hu man Reso u rce Deve lo p ment – Ra n dy L . Des imo n e, Jon M.Werner &
David M.Har ris .
• Designing and Managing Human Resource Systems – Pa re ek, Udai and
Rao T.V.
• Recent Experience in Human Resource Development – Rao T.V. and
Pe reira, D.H.
• Pe rformance Appraisal – Theory and Practice – Rao T. V.
• Effec tive Human Resource Deve lopment – Neal E. Chalofskey,
Carlene Reinhart.
• Human Resource Management – Satyadian S. Mir za
• Kno wledge Management – Shelda Debo wski – John Wiley , India
publications.
3.4 Elective HRM 2: Organizational Change and
Development
1. O r g ani z at io n a l C h a ng e : planned organizational change, Change agents,
Dyna mics of r esi sta nce to change, Pla nned cha nge. Qua lity work life.
2. O r g a ni z a t io n D e v e lo p me nt : history of Orga niza tion, Development –
Va lues – Assu mptions – Beliefs in orga nization development.
3. The o ry a nd Ma nag e me nt o f Org a nizat ion Dev e lo p me nt: fou ndations of
or ga ni za t ion development – Ma naging the organization development
process – Action resea rch a nd orga niza tion development.
4. O r g a n iz a t io n D e v e lo p me nt I nt e r v e nt io n : team intervention – Inter-
gr ou p a nd t hi rd pa rt y pea ce ma k i ng i n t er ve ntion – Comprehensive
intervention – Stru ctu ral i nter ventions – Tra ining experiences.
5. K e y C o n s i d e r a t i o n s a n d I s s u e s : i ssues in consultant – Client
re lationships – System ra mi fica tions – Power, politics a nd orga nization
development – Research in orga nization development
References :
• Organization Deve lopment – Franch and Bell;
• Organization Behaviour – Fred Luthans
• Human Behaviour at Work – Keith Davis; Organizational Design for
Excellence – Khanda walla
• Organizational inte lligence – Silber Kearny
• The dance of change – Pe ter Senge and others
• The fifth disc ipline – Peter Senge
3.5 Elective HRM 3: Training and Development
1 . T r a i n i ng : introduction, Importa nce of tra ining, Adva ntages of training,
T ra ini ng c hallenges, Changing work pla ce and work force, Training as a
su b syste m of HRD, Lear ning en vi r on men t, In stru cti o nal design,
Lea r ni ng out comes, Feedba ck , Conditi ons of tran sfer, Converting
trai ni ng objectives to tra ining pla n.
2. T r a i n i ng N e e ds A s s e s s me nt ( T N A) : methods of TNA, Organizational
su p po rt for T NA , Or ga ni za t i o nal a nal y sis – S p ecifying goals,
Identifyi ng con stra int s, Resou rce a nal ysi s, Learning principles,
Training enha ncement, Trainee cha ra cteri stics.
3. T r a i n i n g D e l i v e r y : traditi onal vs Modern methods, SDLP, Simulated
w ork set ti n g s, DL P, CD RO M, I nt era cti ve Mu l timedia, Web-based
in stru ct i on s, I nt e lli g en t T ra in ing Sy st e m (IT S), Virtual Reality
Training (VRT).
4. T r a i ni ng Ev a l u a t io n: criteria, Evaluation of criteria, Dimensions of
cr iter ia, Use of experimental designs, Qua si experi menta l designs,

12
Utility conser va ti ons, I ndividual difference models, Content validity
model, Sta tisti cal method.
5. T r a i n i ng I nt e r v e nt io ns: learning Experience and Building Organization
Capa bi li t y, Empl oy ee ca pa bility, Apprenticeship, Vestibule, Embedded
trai ni n g, T ea m bu i ldi n g, cr o ss a n d I n t er -p o si tional training,
Lea der ship training.
References :
• Training in Organization – Ir win L. Go ldstein , J . Kev in Ford.
• Effec tive Tra ining: System Strategie s & Prac tices – P Ni ck Blanchard
James W Thacker.
• Training For Organiza tional Transfor mation – Rolf P Lynton Udai
Pareek .
• The Trainers portable mentor – Gargulo & Others
INTERNATIONAL BUSINESS
3.3 Elective IB 1: International Economics
1 . T he o r i e s o f I n t e r n a t i o n a l T r a d e : the la w of comparative advantage,
the stan dard theory of in ter nat i ona l tra d e, fa ct ors end o wment and the
Heck sher -Ohlin theory.
2. D e m a n d & S up p l y A n a l y s i s : introdu ction, the equilibriu m relative
co mmo dit y p rice with tra de-par tial and genera l equil ibrium analysis,
re lationship bet ween general and partial equilibriu m a nalyses, offer
curves, the terms of tra de and gains.
3 E c o n o m i e s o f S c a l e : i ntr odu ction, i mp er fect competition and
in t er national trade, tra de ba sed on dyna mic technological differences,
cau se of tra n sp or tation, indu stry location, environmental standards a nd
internationa l tra de.
4. E c o no mic Gr o wt h a n d I nt e r na t io n a l Tr a de: growth factors of
pr odu ctio n, techni cal pr ogr ess, g rowth a nd tra de in small cou ntr y and
large country per spective, effect a nd eva luation, trade cha nges.
5. T r a d e M o de s : modes, deter mina nt s, foreign i nvest ments – FDI, FPI,
FDI o n national treat ment factor. Heterogeneity in international trade,
India in the globa l setting and globaliza tion of India n bu siness.
References :
• Domenic Salvator – In ternational Economics
• Pau l R.Krugman and Obstfeld.M – Interna tional Ec onomics, 3r d
Edition, Harper Co llins Pub ., 1994
• Buckley, Adrian – Multinational Finance, Ne w York , Prentice Hall
Inc.m 1996.
• International Economics – Robert J .Carbaugh 2008.
• International Economics – Theo.S.Eicher, John H. Mu tti and Michelle
H.Tumovsky -2009
• International Economics – Global Markets and competition – Henry
Thompson, 2006
3.4 Elective IB 2: International Trade Policy
1. O v e r v ie w o f I nt e r n a t io n al T r a de : introduction, development,
operati ng fa ct ors, fa ctors l ea ding to growth in i nterna tio nal tra de a nd
evaluation.
2. T r a de R e s tr ic t io ns : partial equilibriu m analysis and effects of tariffs,
t h e o r y o f t a r i ff s t ru ctu re – t he ra t e of effecti ve pr otecti on,
generali zati on a nd evalua ti on t he or y of effect i ve pr otection, general
equ il i briu m a nal y sis of tar i ff in sma ll a nd lar ge cou ntry perspective,
optimu m ta riff.
3. N o n - tr ade B ar riers a nd Pro tect io nis m: introdu ction-import quota s-
other non-tari ff barriers a nd new protectionism-the political economy
of pr ot ect i on i sm-strat egi c tra de a nd indu stria l p olicies, the Uruguay
rou nd a nd outsta nding tra de pr oblems.
4. E c o no mic I n t e g r at io n - C us to m unions and free tr a de area s: trade
cr ea ti ng cu sto m u ni o n s, t ra de di v er si o ns, theory of second best a nd
ot her static wel fare effects of cu st o m u ni on s-dy na mic effects fr om
cu st o m u nio n, a na lysis of econo mic integration-E UFTA, NAFT A,
att e mpts at eco n o mi c i nt e grat i on a mong de ve lo p ing c ou ntries,
transition economies and emer ging economies.
5. In t e r n at io n a l T r ade & E c o no m ic D e v e lo pme nt : regulations, free
tra d e , pr ot e cti o n, d e t er mi na nt s, FDI regu lations, currency
co nv e rt ib il it y r e gu la t i on s, r e gu la ti o n s of foreign trade a nd
i mp l e m e nta t i o n i n In d ia , i m p or ta n c e a n d ter ms of tra de to
d e v el o pment, export instability, import substution/export orienta tion,
current pr oblems fa cing developing countries.
References :
• International Trade Policy – A contemporary analy sis – Nigel
Golmwade
• International Trade and Trade Policy – Ethanan He lpman
• In te rn a tio nal Trade Policy – A developing country perspective author:
Dilip K.Das
• International Trade Policy for Technology Trans fer – Yi Shin Tang,
2009
• International Trade Policy – Fredick Victor Meyer – 1978

13
3.5 Elective IB 3: Export – Import Procedures,
Documentation and Supply Chain Management
1. In t e rn at io n a l T r a de Po lic y Fra me wo r k: regulations for International
trade, legal a spects of exports – imports contra ct, exim policy of I ndia .
2. E x po rt T r a de Pr o c e d ur e s & Do c u me nt at io n : export procedures,
pr eshi pment i nspecti on pr ocedu re, export docu menta ti on, ECGC
releva nces, i ncentives, eligibility criteria , performa nce evaluation,
self-certification pr ocedures, concessions a nd pr omotional adva nta ges.
3. E x po r t Pr o mo t io n M eas ures in I nd i a: export promotion orga nizations,
role of g ov er n me nt a g enci es, ST C , MNC /T NC’s i n pr o moting exports
and evalua tion of its impact on BOP.
4. I m po r t T r a de Pr o c e d ur e s & D o c u me nt at io n: restrictions, role and
releva nce of go vern ment inter venti o ns, mea su rement of i mp ort parity
on GDP.
5. Ro le o f Inter na t io nal Tr a di ng Cent er i n E-co m mer ce : computational
a nal y si s o f I n dia ’ s e xp or t i mp ort l o gi sti cs a nd simplification of
procedural formalities a nd requir ements.
Reference :
• Desai.H.B – Ind ian Shipping Pe rspectives , Delhi, Anupam
Pub lications, 1988
• Government of India handbook of Import – Expor t Procedures
• Paras Ra m – Export: What, Where and Ho w, Delhi, Anupam Pub.,
1995.
• Export Management – Balagopal
• Export I mport Procedures – Thomas E.Johnson
• Ne w Import Export Policy & Handbook of Procedures-Nab hi
• International Trade & Export Management – Francis Ch erunilam
INFORMATION SYSTEMS
3.3 Elective IS 1: System Analysis and Design
1. Syste m Ana lysis Fundame nt als a nd t he Mo dern Syste ms Analyst:
intr o ducti on to sy stems a na ly sis a nd desi gn, i n for mati on system
comp onent s, ty pes of bu si ness i nfor ma ti on sy stems, o rga nizational
stru ctu r e. S y st e ms de v el o p me nt t ech n iqu es and tools, the SDLC, the
systems a nalyst position.
2. Inf o r m a tio n Re qu ire me n t s An a l y s is : systems planning, preliminary
investigation, the i mporta nce of strategic pla nning, a frame work for
systems development, infor ma tion system projects, evaluation of
systems requ ests, steps in pr eliminar y investiga tion.
3. S y s t e ms A nal ys is Pro ce ss: requirements modeling, system development
met h o d s, mo d el ing t o ols a nd t ec h ni qu e s, sy st e ms requirement
checklist, fa ct– finding, i nterviews, other fa ct-finding techniques,
do cu men tat io n. Data a nd pr oce ss mo d el in g -DFD s, data dictionary,
pr o c e ss d e scri p ti o n to o l s, l o gi ca l v s. p h y sical models. Object
modeling-object-oriented ter ms and concepts, objects and cla sses.
4. T he D e s ig n Pr o c e s s a n d it s E s s e nt i a l s : evaluating software
a lter nat ives, steps in evaluati ng a nd purcha si ng softwa re pa cka ges,
tr a nsiti on to systems design, prot ot yping. User i nterfa ce, i nput a nd
ou t put de si gn, u ser i nt er fa ce de si gn. Sy st ems i mpl ementation-
a p pli ca ti o n development, stru ctured a pplication development, object
or ie n t ed a p pli ca ti o n d ev el o p me nt , t e st in g the application,
d o cu me n tation, ma na gement a pproval, insta lla tion and evalua tion,
trai ni ng, data con ver sio n, sy st ems su p port – u ser su pp ort a ctivities,
maintenance a ctivities, systems obsolescence.
5. C ro ss L i fe Cyc le Act iv it ies a n d S ki lls : project and process mana gement
tech niqu es, fa ct fi ndi ng and in for mat i on gat her i ng, feasibility and
co st -b e n e fit ana lysis, joint application development, interpersonal
skills a nd commu nications.
References :
• J effrey L . Wh itten and Lonnie D.Bentley – Systems Analysis and Design,
Tata McGra w Hill
• S h elly, Gary b., Cashman , Thomas J and Rosenblatt, Harr y J: S ystems,
Analysis and Des ign, Thomson
• Kendall and Kendall, System s Analysis and Des ign, PHI
• Len Fe rtu ck – S yste ms An a ly sis a n d Design with Modern Methods –
B &E Tech
• Satzinger, John W.Jackson, Robert B.Burd, Stephen D, Systems
Analysis and Des ign in A changing world, Thomson
3.4 Elective IS 2: Software Engineering Management
1. T he P r o d uc t a n d t he P r o c e s s : an overview of system engineering,
analy sis concepts a nd pr in ci ples, a nal y sis mo del i ng, design concepts
and principles, design methods, design for real ti me systems.
2. So f t wa r e L if e C y c le M o d e ls : software requ irement, software design,
configura tion ma na gement.
3. S o f t wa r e M e t r i c s : soft ware pr ocess and project metrics, technical
met ri cs for so ft wa re. Pr oj ect pla n ni n g a nd ma nage me nt: Project
ma na ge ment concept s, pr oj ect sche dul i ng a nd tra cki ng, software
project pla nning.

14
4. Ris k M anage ment, Quality Ass ur ance: qua lity verifica tion and
valuation, testing.
5. Object Or iented Co ncepts: forma l Methods, Softwar e reengineering
and software tools.
References :
• Roger S.Pre ssman: Software Engineering – A Practitioner’s Approach
– Tata Mc Gra w Hill – IV edition.
• Kieron Con way, Software Pro ject Management: From concept to
deployment, Wiley Dreamtech Press
• Sommerville , Ian: Software Engineering , Addison Wesley
• S.A.Kelkar , Soft ware Pro jec t Management, PHI
• Carlo Ghezz i, Mehdi Jazayeri, Dino Mandrioli – Fun damentals of
Software Engineering – PHI
3.5 Elective IS 3: Data Management Techniques
1. Databa se C oncepts, Schema s, Models, Architectu r es, Produ cts,
Features, OOAD, OOPS, O LAP, OLT P.
2. Extra ction, Tra nsfor mation and Loa ding (ETL), ETL C oncepts a nd
Tools in mark et, Data wa r ehou sing, Da ta Mining, Data Mart,
DataStora ge Methods.
3. Business Intelligence, Tools a nd Methods.
4. Stru cture, Design, Development a nd Ma naging Corpora te Informa tion
Systems (CIS).
5. Data Security Ma nagement a nd Control.
References :
• The Data Warehouse ETL Toolkit: Practical Techniques fo r Ex tracting,
Cleaning by Ralph Kimball and Joe Case rta
• ETL S trategy for the En terprise ..by Sandesh Ga wande
• Business Intelligence: A Capability Ma turity Model By Do rothy Miller
• Introduction to Bus iness Intelligence By Jorg Hartenauer
• Database Management: An Organiza tional Perspective by Richard T.
Watson
• Database Systems Des ign, I mplementa tion, and Management by Peter
Rob and Carlos Coronel
• Modern Da tabase Management (5th Edition) by Fred R. McFadden,
Jeffrey A. Hoffer and Mary B. Presco tt
• Developing Quality Co mplex Database Syste ms: Practices, Techniques
and Technologies by Sh irley A. Becker
• Strategic secur ity management: a risk assessmen t guide fo r decision
makers By Kar im H. Vellani
• The best damn IT security management book per iod By Sus an Snedaker
• Information Security Management with ITIL, Volume 3 By Jacques A.
Cazemier , Pau l Overbeek , Louk Pe ters
IT governance: a manager's guide to data security and BS 7799/ISO 17799
By Alan Ca lder, Steve Watk ins
TOURISM AND TRAVEL MANAGEMENT
3.3 Elective TTM 1: Tourism Management
1 O r g a n i s e d T r a v e l : defi ni ng Tou ri st & Tou rism viz: inbound,
out bou nd, domestic, mai nt ena nce of t ou ri sm pro duct s, Alternative
tour ism, Ma ss tourism, Special interest tou ri sm.
2 I t i n e r a r y D ev e lo p me nt : introduction, meaning a nd definition, types of
iti nera ries, h ow t o dev elop an effect i ve i ti nera ry, fu ncti ons of tour
ma na gers and pla nning tools for a n itinerary.
3 To ur P ac kag i ng M an ag e me nt : concept, origin and development of
T ou r pa cka gi n g, T ypes of T ou r, Co mp o ne nt of a Sta n da rd Pa ckage
Tour, Fa cto rs a ffect ing T ou r For mula ti on, T our Designi ng Process,
Significa nce of Pa cka ge T our, Tour Brochure.
4 T r a v e l Ag e n c y M a r ke t i n g : marketing Concept, unique features of
T ra v el Ma r k e ti n g, Si g ni fi ca n ce of Travel Agency mark eting,
De vel o pi ng a T ou r Ma rk et ing Pla n, Ma rk eti n g Strategy of Inbou nd &
Outbou nd tours.
5 T r a v e l F o r m a l i t i e s i n I n d i a : visa – Requirements – Types of visas –
Cu rr ency r egu lat io ns – cu sto m for mal iti es – Di ffer ent types of taxes.
Re str i ct ed a n d Pr o t e ct e d a rea s – t ypes of restrictions, Health
Regula tions.
References :
• Marketing Management for Travel & Tour ism – Ne lson Th rones
• Introduction to Tourism & Ho tel Industry – Zulfikar, S PD
• Mi ll and Morr ison, (1992), The Touris m S ystem: An Intro ductory Text,
Prentice Hall.
• Co o p er, Fle tch er et a l , (1 9 93 ), Tou ris m Pr in ciples and Prac tices,
Pitman.
3.4 Elective TTM 2: Eco Tourism
1. I n t r o d uct io n t o E co T o ur is m: definition, Concept, Growth & Principles
E m e r g i n g C o n ce p t s: E co / ru ra l / a gr i / fa r m / gr e en / wi l d er n e ss /
countr yside / special interest tour ism.

15
2. To uris m: environmental Releva nce; Eco – tourism in 3r d
World
Cou ntries – Pr oblems, pr ospects for su sta inability
3. C o n c e p t o f c a r r y i n g c a p a c i t y : eco – tourism as a world wide
phenomena .
4. Co nc e pt a nd pl a n ni ng o f e co – to ur is m de st inat io n s: developing and
i mpla nti ng Eco touri sm gui delines for wi ld lands a nd nei gh bouring
commu nities.
5. Eco – touris m and co mmunit y develo pment: conference, convention &
declara tion related to envir onments
References :
• Global Eco Tourism – Prabhas Chandra – Kan iskha Publication
• Codes – Protocol & Char ter
• International Eco Tourism Environment – Probhas Chandra – Kaniskha
Pub lication
• Travel & Tourism – Cottman – VNR
• Tourism System – Ind troductory Text – Mik & Morr ivon
• Tourism & Sus tainability – Mo wfor th – Routh Udge
3.5 Elective TTM 3: Hospitality Management
1. T o u r is m & A c c o m mo d a t io n : introduction to hotels, Accommodation
In du st ry , T y p e s, Evolution of lodging indu stry, Need, Importa nce, role
o f h ot e l s, FH R AI , Sta r H ot el s a n d c la ssifica tion. International
Scena rios and trends.
2. H o t e l I n d u s t r y i n I n d i a : evolu ti on, Di fferent groups of hotels in
In dia , H o t el Gr ou ps IT D C – ro l e, i m p or ta n ce , ASH OKA grou p,
WELCO ME gr ou p, Taj Grou p – role in India n T ourism
3. F r o n t O f f i c e M a n a g e m e n t & H o use Kee pi ng : introduction to Front
Offi ce Depart ment , Ad va nta ge s, For mal it i es a nd formats, types of
ro o ms a nd pla n s. Or ga ni zat i on cha rt a nd du ti es a nd responsibilities,
Qu a lit i es of a f ro n t - o f fi c e sta ff – Introdu ction to Hou sek eeping,
i mporta nce of h ou sekeeping depart ment, Orga niza tional chart a nd the
du t ies a nd responsibili ties. Clea ning – di fferent equipments & a gents,
Daily r outine systems, Laundr y, Li nen & Uniform, Interior Decora tion
& fa cilities, Special decorations.
4. F o o d & B e v e r a g e S e r v i c e : intr odu cing to food & beverage service,
types of servi ces, or ga ni zat ional cha rts a nd dut ies, Menu s, I dea about
Be v er a g es – Al c o h oli c & N o n Al c o h ol i c. Food Pro du ction –
Intr odu cti on, Hi era rch y, I dea ab out di ffer ent cuisines – national and
internationa l, specific menu s a ccor ding to festivals & other fa cilities.
5. M a r ke t in g o f H o t e l s : mea ning and concept of Hospitality Mark eting –
i mp or ta n ce & i t s fu tu re , G r eat Lea d er s i n h o spitality – Ellsworth
Sta tl er, Ra l ph Hitz, J .Willa rd Marri ot. Mark eting concept, Marketing
Mix, Hotel Mark et a nd new trends.
References :
• Theory of Cookery – Kr ishna Arora
• Modem Cookery Vo l-I & II – T.E.Ph ilip
• Food & Beverage Service – Vijay Dha wan
• Managing Front Of fice Operations – Michael L Kasaran a & Richard
Brooks
• Operations Management – Stainley Phornco
• House Keeping Manual – Sudhir Andre ws
• Introduction to Hospitality – I & I I – Dennis Foster
• Marketing of Hospita lity – Kotle r, Bo wen , Makens.
HEALTH CARE MANAGEMENT
3.3 Elective HCM 1: Community Health, Epidemiology &
Population Management
1 . E p i d e m i o l o g y : meaning & Scope, Models and fa ctors associated with
health a nd di sea ses; Health sta ti stics and health indica tor; Morbidity,
Morta lity: Data sources, collection, ana lysis a nd u ses.
2 . H e a l t h I nf o r m a t io n S y st e m: u se of computers, primary health care
and commu nity participation
3 . Org an is atio n al as pect s o f co m mu nit y he alt h: clinical care; physical
aspect s of co mmu ni ty hea lt h; P syc h olo gi cal a sp ects of commu nity
health.
4 . Spe c i a l as pe c t s o f c o m m un it y he a lt h; dru gs, alcoholism etc,
preventive a nd pr omotive health care.
5. Populat ion po lic y: Pla nning a nd ma na gement.
References :
• Ab elin T. Brzenski . Z.J an d Ca rs tairs . V.D, Mea sureme nt in health
promotion and protection, 1987, WHO Copenhagen.
• Alderson.M, An introduction to epidemiology, 2 n d
ed.1983, Mac Millan,
London
• Green.L.W and Anderson.C.L, Community Health, 5t h
ed . 1986. Times
Mir ror Mosby, St.Luios .
• Hill.A.B, A short textbooks o f medica l s tatistic s, 1984 UNI books.
• Jolly.K.G, Family planning in India 1969-84: A district level study,
1986, Hindustan, Delh i.
• McGar thy Mark, Epidemiology and policies for health p la nning, 1983.
• Po llard.A.H e tc, Demo graphic techniques, 1981, Pergamo n, Oxford .
3.4 Elective HCM 2: Health Care and Social Policy

16
1. Social We lf are: social policy, health care a nd socia l development;
public a nd socia l policy.
2. A p pr o a c he s t o a n a l y s is : resources, stru ctu re a nd organizations;
fa ctors in social p oli cy; Situ ati ona l, stru ctu ral , idealogical a nd
environmenta l.
3. H e a l t h p o l i c y f o r m ul a t io n : factors, determina nts and other sectoral
i ssues; Nationa l health policy: Review of different committees.
4. Distribut ion of he alt h services in I ndia; disparities; health policy;
input, outpu t a nd perfor mance.
5. R o l e o f p r i v a t e a n d v o l u n t a r y g ro u ps : role of national and
internationa l agencies; Health and socia l policy; International
per spective; H ealth policy the disa dva ntaged.
References :
• Chatterice , Meera, Implemen ting Health Policy, 1988, Manohar, Ne w
Delhi.
• Christianson.J.B and Mamor .T.R, Health Care Policy : A po litical
Economyapproach, 1982 Sage, London.
• Djunkanovic.V and Mach.E. P ed , Alternative Approaches to Meeting
Basic Health Needs in Deve loping Countr ies, 1975, WH O, Geneva.
• Lee Kenneth and Mills . Anne, Policy Making and Planning in Health
Sector, 1987, Oxford University Press , Ox ford.
• Le ic h ter .H. M, A comp arative appro ach to policy analysis: Health care
p o licies in fo ur n a tio n s , 1 9 7 9, Ca mb ridge University Pre ss,
Cambridge.
• Pa r ste n . G, Planners, Politics and Health Services, 1980, Croom Helm,
London.
• Roe mer. M.I, Co mp a ra tive Na t io nal Po l icies on Hea l th Ca re, 1977,
Mareel Dekker, Ne w York.
3.5 Elective HCM 3: Health Systems Management
1. S yste ms a n al ysi s an d s ys t e ms dy n a mics i n hea lt h care: health
systems: C hara cteristics, pla nning methodologies, goals a nd fu nctions.
2. St r at e g ic m a nag e me nt i n he a lt h c ar e ; quantitative foundations of
h eal th ser vi ces ma na ge men t; Hea lt h sy st e ms r esea r ch: Uses a nd
applica tions.
3. M e t h o d o l o g i e s : eva luation meth odol ogy for monitoring the
perfor ma nce and needs in health ser vices.
4. Oper atio nal pla nni ng and m a nag eme nt iss ues i n hea lt h care: health
care deci sion making for mega problems.
5. A p p r o a c he s ; contemporary trends in hea lth care; Hea lth Manpower
policy, planning a nd ma na gement; Project ma nagement in Hea lth ca re.
References :
• Fe rrer. H.P ed , The Health Services Adminis tration Research and
Management, 1972, Bu tter wo rths , London.
• Hodgetts.R.M and Cascio.D.M, Modern Health Care Ad ministration,
1983, Academic Press , Ne w York .
• Ho mb y. P etc , Guidelin es for Heal th Ma npo wer Plan ning, 1981, WHO,
Geneva.
• Hyman, Herbert.H, Hea lth Planning: A syste ms approach, 2 n d
ed.,
1982. Aspen, Rockville .
• In d ian Co u n cil of Med ical Re sea rch , Na t io n al Co n ference on
Eva lu a tio n o f Prima ry h ea lth ca re p ro g ra mme s, 1980, ICMS, New
Delhi.
SMALL BUSINESS MANAGEMENT &
ENTREPRENEURSHIP
3.3 Elective SBM&E 1: Government Business Interface
1. Sta te Pa rti ci pati on in Bu si ness, int era ct i on bet ween Go vernment,
Bu si n e ss a nd di ffer e nt cha mb ers of C o m mer ce a nd I ndu stry in India;
Pu bli c Di stri but i on Sy st e m; Gov ern ment C o ntr ol o ver price and
distribu tion.
2 . C o n su m er Pr o t e ct i o n A c t ( C P A) a n d t he r ol e of v o lu ntar y
or ga nizat i ons in Protect i ng C on su mer’ s R ig ht s; I ndu stria l p olicy
resolution, new indu strial policy of the G over nment.
3. Concentra tion of Economic Power: R ole of Multinationals, Foreign
Capital a nd Foreign colla borati ons.
4. India n Planning System: Gover nment Policy concerning devel opment
of ba ck wa rd area s/re gi o n s; Go ver n me nt p ol icy with regard to export
pro mot i on a nd i mp ort su b stitu ti on; C o ntr o ll er of ca pital issues.
Gover nment’s policy with rega rd to small sca le indu stries.
5 . T he r e spo n si bil it i es o f th e Bu si n e ss a s wel l a s t h e G overnment to
pr ot ect t he Environment; Government clea rance for establi shing a new
enter prise.
References:
• Ch e ru n il a m Fra n c is, Bu sin e ss a n d Govern ment. 8t h
ed. Bomb ay,
Himalaya, 1995
• Da sg u p ta A. a nd S en g upta.N, Go vern ment a nd Bu siness, New Delhi,
Vikas, 1987
• Marathe, Sharad S. Regula tion and Development, Ne w Delhi, Sage,
1986
• Trivedi.M. L, Government and Bus iness, Bo mbay, Multitech, 1980
3.4 Elective SBM&E 2: Small Business Marketing

17
1. Ba sis for co mpeti ti on; stru ctu ral Ana l y si s of I n du str ies; Generic
competitive stra tegies; fra mework for competiti on a nalysis; market
signa ls; competitive moves.
2. T ech n ol o g y of co mp eti ti v e a d va nta g e; stra t egy towards buyers and
su ppliers; st rategic gr oups within indu stries.
3. Competiti ve stra tegy in decli ni ng i ndu stries; competiti ve st rategy in
global indu stries.
4 . St rat e gi c a na l y si s of i nt egra ti on ca pa city expa nsion; strategies of
enter ing into new bu siness.
5. Port fol io techni qu es in co mpetitor a nal ysi s; t ech ni qu es of conducting
indu str y a nal ysis.
References :
• Alb er Ken n eth .J, The S tra teg ic Ma n a g ement Ha ndbook, New York,
McGra w Hill, 1983
• Allio Robert.J, The Practica l Strateg ist; Bus iness and Corporate
Strategy in the 1990s, Californ ia, Ballinger 1988.
• An soff H.I, Imp lant ing Strategic Ma na gement, En gle wo od Cliffs,
Prentice Hall Inc . 1984.
• Ha rn el, g a ry a nd Pra h lad , C . K., Co mp le ting for the fu ture. Boston,
Harvard Business School Press , 1994.
• Bhattach arya .C.C, Pub lic Sector Enterprises in India , Allah abad,
Kitab Mahal, 1990.
• Desai, Vasa nt , Sma ll Scale Industr ies and Entrep reneurs hip, Bo mb ay,
Himalaya, 1995.
• Pickle Hal B and Abrahamjon, Royee .L, Sma ll Busines s Management
5t h
ed., Ne w York , John Wiley, 1990.
• Schumacher.E. F, S mall is Beautiful, Ne w Delh i, Rupa, 1990.
• S ta ley .E a n d Mo rse y . R, S ma l l S ca le industries in the developing
countries, Ne w York , Mc Gra w Hill.
• Vepa , Ram.N, Ho w to success in Small indu str y, New Delhi, Vika s,
1984.
RETAIL & SUPPLY CHAIN MANAGEMENT
3.3 Elective R&SCM 1: Supply Chain Management
1. I nt r o duc t io n t o Su p pl y C h a i n M a n ag e me nt: concept, Objectives and
fu ncti on of SCM, conceptual fra mework of SCM, su pply chain stra tegy,
o perat i ng mo d el for su p pl y c ha in . Ma nag i ng t he External and internal
su pply cha in.
2. Global Supply Chain Ma nage ment: EDI, Pr oblems of complexity
• Hax.A.C and Ma jlyf, N.S.Readings in S trategic Management, confr onting su pply chain Ma na gement, Reverse Supply Chai n. Valu e
Cambridge, Ballinger, 1984. chain a nd valu e deliver y systems for SCM. Orga nization Design and
• Por ter , Michael.E, Compe titive advantage, Ne w Yo rk, Free Press ,
1985.
• Stalk, George, Competing Agains t Ti me, Ne w York , Free Press, 1990.
3.5 Elective SBM&E 3: Financing of Small Business
1. Fi na ncia l Mana geme nt in sma ll indu stries; fi nan cial n eeds of small
bu siness – types of ca pital r equirements.
2. Cash Ma nagement problems: sources of fina nce for small bu si ness in
India ; I ndigenou s ba nk er s, pu blic deposits.
3. Sta te Fi na nce cor p ora ti on s, I n du st rial C o -o pera tives – adequacy a nd
ap pr o pria t en e ss of fu n d s fro m bank in g a nd non-banking fina ncial
inter mediar ies.
4 . Mon eta r y p ol i cy of th e R e ser v e Ba nk o f In d ia for small bu siness;
Fina ncia l Assistance fr om t he central and sta te Governments.
5. Sma ll scal e i n du st ri es a nd fi na n cia l al l ocation and utilization under
five year pla ns – a critica l a ppra isal.
References :
• Bh a lla . K. K, Fin a n cial Ma n a g emen t a nd Po licy, 2 n d
ed., New De lhi,
Anmol 1998.
Ma nagement of su pply chain.
3. Sourc ing: sourcing of mater ial, Global sourcing - issu es, Pr oblems.
Grou p Pu rcha sing, I nventor y Ma na gement in Supply chain: Role a nd
i mpor ta nce of inventory in SC, Invent ory policies, JIT, VMI. Role of
Stor es ma nagement in SC, inventor y a s an element of cu stomer ser vice.
4. St r a t e g i c I s s u e s i n S u p p ly C h a i ns : lean Manufacturing, Strategic
Part n er sh i p s, All ia nces, a nd C ol la bo rat ive a dva nta ge. Strategic
re la ti onships in – logistics, Handling systems and equipment, Stores
ma na gement. Be st p ra cti ce a nd Bench mark i ng, R e-e n gi n eering of
su pply cha in.
5. Re t a il ing a n d s u pp l y c ha i n I nt e r f ac e : retail su pply chain management,
T ra n spo rta t i o n a n d i n v e nt or y i n r e ta il SC, Cha nnel desi gn and
ma na g ement, R ol e of Pa ck agi ng a nd R epa cka gi ng i n R eta il bu siness,
Cu st o mer l ed bu si ne ss, Cu st o mer focu s in Su p pl y C ha in, C o mplaint
Handling, developing cu stomer ser vice stra tegy, R FID and Bar coding.
Reference :
• Mohanty, R.P and Deshmukh, S.G, 2005,. Supply Chain Management
Theory and practices, Biztantra .
• S u n il Ch o p ra & Me in d l Peter , 2 0 0 3 , Supply Chain Management
strategy, planning and operation, 3rd Edition, Pea rson Education /
PHI.
• Altekar , V. Rahul, 2005, Supply Chain Management, PHI .

18
• Pierre David, 2003, In ternational Log istics, Biztantra .
• J o el D. Wisner , G. Keo ng Leong and Kea h-Choon Tan, 2005, Princip les
of Supply Chain Management A balanced Approach, Thoms on.
• Ronaqld H. Ballou , 2004, Bus iness Logistics/ S upply Chain
Management, Pearson education, 5 th Ed ition.
• Coyle, J.J ., Bard i E.J . & John Langley .C, 2006, The Management of
Business Logis tics - A supply Chain Perspective Thomson, 7th Edition.
• B.S.Sahay, 2004, Supply Chain Management for Global
Competitiveness, Macmillan India Ltd, 2nd Ed ition.
• Metze r, 2005, “Supply Chain Management”, Re sponse.
3.4 Elective R&SCM 2: Operations Strategy
1 . I ntr o du ct i on to Opera tions Ma na gement: role of Operations Ma na gement
in total ma na gement Sy stem- I nterfa ce bet ween t he operati on systems
a nd sy st ems of ot h er fu nc ti o nal ar ea s. Pro du ct i on Pla nning and
Co nt r ol: Ba sic fu nc ti o ns of Pr odu cti on Pla n ni ng and Control,
Pr oduction Cycle - chara cteristics of process technologies.
2. Control of production operati ons: pla nt Ca pa city and Line Bala ncing.
Pla nt la yout -different types of la youts. Location and the fa ctors
influ enci ng locati on. Maintena nce Mana gement: Objecti ves – Failure
Co ncept, Relia bilit y, Pr eventi ve a n d Break down mai nte nance,
Repla cement policies.
3. Strategy & Opera ti ons: a fra mework for operati ons strategy . Tradeo ffs,
pr o du cti v it y & competition . Processing Network Strategies-Ca pacity
a n d r ea l a sset in v e st me nt , Ca pa ci t y T i min g a nd Flexibility Risk
Ma nagement a nd Operational Hedging.
4. Supplier & Cu stomer Strategies: ou tsourcing vs. Integration, Purcha sing
Supply Ma na gement, Designing contracts & pricing; Ma ss cu stomized
service, Timel y service & i ncentive mgt, R evenu e ma nagement
5. Learni ng & Gro wth St rategies: globa l sta ndardi za ti on/ aut omation,
Empl oyee competencies & culture, Lear ning & process improvement,
competing throu gh lea rning a nd innovations
Reference :
• Op era tio ns Ma n a g emen t, S teven son J. Wi llia m, 2007, 9th Edition,
TMH.
• Operations Management strategy and analysis, Lee J. krajewski and Larry P.Ritzman, 2007, 9th
Edition, Pearson
• Operations Strategy by Slack and Lewis. Prentice Hall, 2003.
• ManufacturingStrategyby Hill. Irwin McGraw-Hill, 2000.
• Manufacturing Strategy: How to formulate and implement a winning plan by Miltenburg.
Productivity Press, 1995.
• Restoring our competitive edge: competing through manufacturing by Hayes and Wheelwright.
John Wiley &Sons, 1984.
• Operations Strategy by David Garvin. Prentice Hall, 1992
• Balanced Sourcing by Laseter. Jossey-Bass Publishers, 1998.
3.5 Elective R&SCM-3: Services & Retail Marketing
1 . S ervice: concept s, Scope of Ser vices. Goods-Services conti nuum. 4Is of
Ser vi ces Go o ds a nd Ser vi ces Cat eg or izati o n. I ndu strial Services.
S egmentation ta rget Ma rketing a nd positioning, Cu stomer expectations
and perceptions of ser vices.
2. Ser vi ce ma rketi ng Mi x: pr o du ct, Pr ici ng, Pla ce, Promotion, People,
P hy si cal e vi d e n c e a n d pr o c e ss. Di me n sions of Service Quality,
Mea suring ser vice Quality.
3 . Stra t e gi es for Ma rk e ti n g: o v er vi e w, strategies for dealing with
in ta n gibility, i nventory, inconsi stency and insepa rability. Building
cu st o mer R e lationship throu gh Segmentation a nd retention strategies.
S er vi c e Ma rk eting Triangl e- External Mark eting, Internal Mark eting,
Relationship Mark eting a nd Intera cti ve Mark eti ng.
4 . In tr odu c ti on t o R eta i li n g: t y p e s, Fra n chising in retail, Technology in
re tail , Fac t or s a ffecting retail, Retailing process. Retailing in India a nd
emerging trends and Policy i mperatives.
5 . Mer c ha nd i se Ma na g e me nt : sou r c es o f me r cha ndise, Logisti c
Ma nag emen t, Ca t eg o ry Ma na ge ment, St ore Lay ou t, Design and Visual
Mercha ndi sing, Retailing Strategy a nd Cu stomer Service.
Reference :
• Hoffman, 2007, “Services Marketing ”, Thomson .
• Lovelock, Chatter jee , 2006, Services Marketing People, Technology
Strategy, 5 th edition, Pearson Education.
• Da vid Gi lbert, 200 3, Re tail Ma rketin g Ma na gement, 2 nd edition,
Pear son Education.
• Zeithaml Valor ie A. and Bitner Mary , 2000, Services Mar keting TMH.
• Ra mp a l M. K. a nd Gu p ta S . L, 2 0 0 0 , Serv ice Marketin g, Concepts,
application and cases ,
• Galgotia Publishing Company, Ne w De lhi.
• Levy & Weit z, 2005, Re tailing, TMH
• A J Lamba, 2006, The Art of Reta iling, TMH
• Pa trick M. Dunne and Robert F. Lusch ,2005, Re tailing, Thomson
Learning
• Fe rnie & Sparks, 2005, Logistics & Re tail Management, Viva Books
• Gilmore , 2005, Services marketing and Management, Res ponse Books
• Gronroos, 2005, Serv ices Management & Marketing, John Wiley
• Cu llen & Ne wma n, 20 07, “Retailing, enviro nment and op erations”,
Thomson.
BANKING & INSURANCE
3.3 Elective B&I -1: Law & Practice of Banking
1. Banking a nd Regu lation a ct of 1949
2. Analysis of Fina ncia l statements of Ba nk s

19
3. Basel Norms & issues in implementation in I ndia
4. Ma nagement of Ba nk s – NPA a nd SAR FAESI Act
5. Ma nagement of Risk in bank s – VAR model, ca se studies of recent
ba nk fa ilures i n India.
3.4 Elective B&I- 2: Investment Banking & Merchant
Banking
1. Nature of Invest ment Ba nk s & Mercha nt Ba nk s, C onver gence in
ba nking
2. Regula tory issu es concer ning Investment & Mercha nts Ba nks
3. Ma nagement of NBFC’s ,regula tory issu es
.
4. Banking services & social inclu sion
5. Analysis of su b prime crisis of 2007 in the US and its implications for
India .
3.5 Elective B&I -3: Corporate Banking & Retail Banking
1. Introdu ction to produ cts & services offered by commercial ba nk s.
2. Commercial Ba nk credit to I ndu str y: Types of fa cilities, Ter m loa n,
underwriting, work ing ca pita l credit, loan syndication, bridge finance,
mezza nine fina nce etc.
3. Commercial ba nk credit to venture capita l firms , valua tion & r isk
ma na gement
4. Types of R eta il produ cts: C onsu mer loans, Auto loans, H ome loa ns etc.
5. Agricultura l loans – T ypes of loa ns & issu es in r isk ma na gement.
FOURTH SEMESTER
4.1 Strategic Management
1. Over v i ew of stra t e gi c ma na g eme n t: or i gin o f strategy, strategy vs
stru ctur e, elements of bu siness stra tegies, Strategic Ma na gement
process.
2. Envir onmental Analysis: Stra tegically relevant components of internal
and exter nal envir onment, I ndu stry a nd competiti ve a nalysis, ana lysis
of resources a nd competitive ca pa bilities, envir onmental sca nning
techniqu es.
3. Esta blishi ng orga niza tional direction – developing stra tegic vi sion,
mi ssi on a nd sett i ng o bj ecti ves. Strat egi c i nt ent a nd t he concept of
strategic pyra mid, cor porate ethics a nd social responsibility.
4 . Generic competitive stra tegies – stability, expansion, retrenchment,
conglomerate a nd t heir varia nts. Stra tegic and competitive adva nta ge,
new bu siness models for global a nd internet economy, St rategy
clu sters and models r ela ting to portfolio ana lysis.
5 . Stra t e gy implementation – building core competencies and competitive
ca pa bilities, devel oping policies a nd procedures for implementation.
De si gn i n g a nd i n sta ll in g su p p ort i ng a n d rewarding systems.
Eva luating and monitori ng implementation.
References :
• Strategy and Structure – Alfred C.Chandler
•
•
Strategic Management – Alex Miller and Ir win
Competitive Advantages: Creating and Sustaining, Superior
Pe rformance – Michael E. Porte r
• Competing for the fu ture – Prahlad and Ham mel
• The Fu ture of Compe tition – Prahlad and Venkataraman
• Crafting and executing S trategy – Aur thor A. Thompson a nd others
• The Art of S trategy – Avinash K.Dix it and Barry J.Na lebuff
ELECTIVE PAPERS
MARKETING
4.2 Elective MM 4: Product and Brand Management
1. I nt r o d uc t io n t o Pr o duc t M a n ag e me nt : basic concepts of product;
cla ssi fi ca ti on of pr o du ct; pr o du ct mi x a nd line decisions; growth
strate gi es for F MCG; or ga nizi ng for pr odu ct ma na gement. Product
mark et strategies for lea der s, cha llengers and followers.
2. N e w Pr o d uc t Pl a n ni ng an d D e v e lo p me nt : orga nizing for new product,
n ew pr o du ct d ev el o p me nt pr o cess, Lau n ch stra tegy, Reasons for new
pr o du ct fa ilu r es, c o n su mer a d o pti on pr o cess, pr o duct life cycle
concepts.
3. Mar keting Planning : pla nning pr ocess, components of ma rketing pla n
– competition a nalysis, pr oduct ca tegory attra ctiveness a nalysis,
cu st omer a nalysis and competitor ana lysis. Segmenting – Targeting –
Positioning (STP) – ba sis for segmentation, differentiati on a nd

20
positi oning, T echniqu es of good positioning, Pricing and channel
ma na gement stra tegy.
4. B r a n ds a n d B r a n d M a n ag e me n t : c u stomer based brand equ ity – brand
p o si ti o ni n g a n d va lu es – ch o o sin g b r a nd elements to build bra nd
equity.
5. Des ig ni ng M ar keti ng pro g r a ms to b ui ld bra n d e qu ity: measuring
sources of bra nd equity – design a nd implementing bra nding strategies
E-commerce, Pr ospecting on I nternet, Accepting or ders and payment
on net
References :
• Business Marketing Management – Michael Hutt and Tho mas Speh, 8 t h
Edition, Thomson Learning
• Industrial Marketing – Reeder and Reeder (PHI)
• Industrial Marketing – Richard Hill (AI TBS)
– ma na gi ng brand over time.
References :
• Product Management – Donald R. Lehman, Rus sel S . Winn er and
• Strategic Brand Management - Kev in L.Keller
• The Brand Management Ch eck lis t – Brab Vanauken and Managing
Indian Brands – Ramesh Kumar
• Application Exerc ises in Marke ting – Ramesh Kumar
• Supply Chain Management – Sunil Chopra and Pe ter Mein dl (1
s t
reprint, Pearson Education)
• Business Marke ting – Haynes
• Business Marke ting – Rangan
4.4 Elective MM 6: Services Marketing
Indian
• Brands & Branding by The Economis t
• Strategic Brand Management by Jean Noel Kapferer
• Building , Measuring , and Managing Brand Equity by Kevin L.Keller
• Handbook of new product management – Ch ris topher H. Lu ch
4.3 Elective MM 5: Business Marketing Management
1. T he N a t u r e o f B us i n e s s M a r ke t i ng : bu siness a nd consumer products,
Basis for cla ssifica tion, Difference between bu si ness a nd consu mer
mark eti ng, Bu si ness mark et ing in gl o bal cont ext, Cla ssification of
bu siness consu mer s, C la ssification of bu siness produ cts.
2. O r g a ni z at io n al B uy i ng B e h av io ur ( O B B ) : key characteristics of
or ga ni za t i onal cu stomer a nd bu ying process – Purcha sing orga niza tion
and bu yi ng sta g es, C once pt of bu yi ng cen t er, Bu y ing motiva tions,
Pu r c ha sers eva luation of potential su ppliers, Environmental influ ence
on orga ni za ti o nal bu ying pr ocess. Ma rketi ng i nformation system for
orga nizational ma rk et
3. B us i ne ss M ar ke t i ng Pl a n ni ng : planning process, Dema nd a nalysis,
S eg men ti n g, T a r g eting a nd Positioning, Indu strial product strategy a nd
Product policy, New product development, Ma na ging bu si ness services,
PLC of indu strial products.
4. M a na g i ng B us i ne s s M ar ke t ing C h a nne ls : direct and indirect
di str ibu ti o n, E-cha nnels, Distributors, Manu facturer representa tive,
Cha nnel desi gn a nd a dmi ni stra ti on. Co ncept of l ogi sti cs and supply
c ha i n ma nagement in bu siness ma rketi ng. Prici ng strat egy for bu siness
ma rk ets – C o mpeti ti ve b id d i ng a nd l ea si ng, Ad v ertising a nd sa les
promotion, Per sonal selling in bu siness mark eting
5. M a nag ing Bu s i ne ss M ar ke t s: mana ging personal selling fu nction, Key
account ma na gement, Sales a dmini stra tion, Selling thr ough I nternet.
1. I nt ro duc t io n to Ser v ice s M ar ke t ing : definition of services, Reasons for
e m ergence of services ma rketing, Chara cteristic features of services
ma rk e ti n g, Service mark eting mix, Recent trends in services mark eting.
Sectora l view of ser vice indu str y.
2. Co ns u me r B e h av io ur in Se r v ic e s : gap a nalysis for u nderstanding
co nsu mer b eha viou r. Cu st omer exp ectati ons – Cu sto mer perception,
Fa ct ors i nflu encing cu stomer expectations. Service development an d
desig n, Sta ges in n ew service dev el op ment, Service blu epri nti ng.
Customer defined service standards. Physical evidence service sca pe.
3. Delivering and Perfor ming Services : employees role in service delivery
– Boundar y-spa nning roles, Strategies for closi ng ga ps. Customer roles
in ser vice delivery, Delivering services throu gh inter media ries and
electr onic cha nnels.
4. M a n a g i ng D e ma nd a n d C ap ac i t y: managing service promises, Integrated
ser vice ma rketing commu nicati ons, Prici ng of services, The integrated
gap models for service quality.
5. M a r k e t in g o f S e r v i c e s : hea lth care, Hospitality s ervices, Transport
ser v i ce s, T el e commu nica tion services, Consultation services, Fina ncial
ser vices.
References :
• Services Marketing – Integrated Customer Focus Across The Fir m –
Va larie A. Zeithaml and M. J . Bitner
• Services Marketing – Peop le, Technology and Strategy – Lovelock
• Services Marketing – Ravishankar
• Marketing of Services – Jha
• Marketing of Services – G.S . Bhatia
• Marketing of Services – Sahu and Sinha

21
4.5 Elective MM 7: International Marketing
1. I nt e r n a t i o n a l M a r k e t i ng : introdu ction a nd Importance – Basis of
international tra de, Theories of i nterna tio nal tra de, Trade barrier s,
India ’s foreign tra de since independence.
2. Int e r nat io nal M ar ket i ng Env ir o n me nt : economic, Political, Legal,
S oc i o -cultural a nd Demographic environment. International ma rket
entr y strategies – MNC’ s, Globa l mark eters etc.
3. O r g a ni zat io n fo r I nt er n atio nal M ar ket ing : objectives of international
ma rk e ti n g, Fa ctors a ffecting international mark eting, Internati onal
ma rk e ti ng mi x stra t e g y. Di str ibu ti on st rat e gi es a nd Types of
inter mediar ies in inter nationa l ma rketing.
4. E x p o r t P l a n n i n g : ex port fi na nce, Letter of credit, Export licensing,
Ex p or t h ou se s, E xp o rt ri sk a nd i n su ra nce, Export promotion and
In cent i ves b y the Go v er n ment of I nd ia and I n sti tutional arrangement
for e xp o rt p ro m o ti o n i n I n dia . I mp o rt - E xp ort policies of t he
G o v er n me nt of I n dia – Ex p or t d o cu me nta t i on pr ocedures a nd
for ma lities. Indian foreign tra de since independence.
5. Int e r n at io n a l E c o no mic I nst it ut io ns a n d For ums : GATT, WTO,
EFT A, L AFT A, E U, S A A R C , W o r ld Ba nk, I MF and ot her tra di ng
block s and common mark eting for interna tional bu siness
References :
• International Marke ting – Sak Onkvis it and John J. Shaw
• International Marke ting – Philip Cateora and John Graham
• International Marke ting – C.A. Francis
FINANCE
4.2 Elective FM 4: Financial Strategies
1. M e r g e r s a n d A c q ui s i t i o ns : ba sic forms of a cquisitions, tax forms of
a c quisition, Accou nting, Synergy fro m an a cqui siti ons, a nd sources of
sy n er g y, ca l cu lat i ng va lu e of fir m a ft er a cqu i sit i o n, cost to
stock hol ders fr o m redu cti on in ri sk , t he NPV of mer ger , d efen sive
tactics. Tak eover a nd Bu youts.
2. F i na nc i a l D ist re ss a n d Res tr uc tur ing : introduction, causes and effects
o f fi na ncia l d i str e ss, op erati o nal cut ba ck s, Cau ses and effects,
Divesti ture v s. a sset sa les, Fi na ncial restru ctu ri ng, Reforming
gover nance ( or) Mana gement stru ctures (or) Repla cing mana gement
Debt restru cturing, Ba nkruptcy, li quida tion & reorga niza tion.
3. P r iv a t e E q u it y a nd Ve nt ur e C a p it a l : introduction, Rudiments of
valu i n g a nd fi na n c i ng a v en tu r e, Sta g es of venture development and
fi na n ci ng, Fi na n cial a na l y si s o f Ve ntu re ca pital firms (VCCs),
Stru cturing the deal/ Financial I nstrument, Invest ment nu rturing,
valuation of VC portfolio, Initia l Public offerings of st ock –.
Ma naging i nternal and sea soned equity offerings.
4. D iv i de nd po l ic y an d Sto c k R ep ur c h a se s: t he Irreleva nce of Dividends
a nd S t o ck R e pu r c ha se s i n I d ea l Ca pital Ma rket. Types of Dividends
a n d Di vi d e n d Pa y m e nt Pr o ce ss. Di v i d en d s a nd Principle Agent
Co n fli c t s. D i vidends, Taxes and Tra nsa ction Costs. Stock Repurcha ses
versu s Di vi dend s. Corp orate Lia bilities- Al ter nat e Debt Financing
S ou rces, Debt Ma turity Decision, Cor porate u se of Trade Credit, Ba nk
Loa ns a nd Relationship Lending. I nfor mation in Debt related Events.
5. M e r c h a n t B a n k i ng a n d C r e d i t R a t i ng : introduction to merchant
ba nk i n g, mer cha nt ba nk ers/lead ma na gers, registration, obligation a nd
re sp o n si b il ities, underwriters, obligation, ba nk ers to an issu e, brok ers
to an i ssu e. I ssu e ma na ge me nt a cti vit ies a nd pr o cedu re pricing of
i ssue, i ssu e of de bt i n stru me nt s, b o ok bui l di ng gr een shoe option,
s er v i c es o f mer c ha nt ba nk s, C r edit Ra ti ng - SEBI guidelines,
limitations of rating.
4.3 Elective FM 5: Derivatives
1. I nt ro d uc t io n to De r iv at iv e s : forwards, Futures, options, swaps, tra ding
mecha ni sms, Ex cha nge s, Cl ea ri ng hou se ( stru ctu re a nd operations,
regula tory fra mework), Floor brok er s, Initiati ng trade, Liqu ida ting or
Fu ture posi tion, I nit ial margins, Variatio n margins, Types a nd orders.
fu ture commi ssion mercha nt.
2. Fo r wa r d a n d Fu t ur e C o n t r a c t s : forward contracts, futures contracts,
Fina ncia l futures, Va luation of forwa rd a nd future prices, Stock i ndex
fu tu r e s, Va lu a ti o n of st o ck i n d ex fu tures, Hea ding using futures
co ntra ct s, Hea di ng u si ng st ock i ndex future c ontra cts, Index fu tures,
A dju sti ng B ET A o f a p ort fo li o u si n g stock. Interest rate futures a nd
currency fu tur es.
3. O pt io ns C o ntr a ct s an d Tr a di ng St r ateg ie s: characteristics of options
contra cts,tra di ng stra tegies.
4 . V a l u a t i o n o f o p t i o n s – gra phic analysis of call and put va lues,
c ha ra cteristics of option va lues, Models of valuation; Binomial a nd
Bla ck a nd Scholes model .Opton Greek s.
5. Co m mo di t y f ut ur e m ar ke t : f orward mark et commission; exchanges
trading mecha nism.
4.4 Elective FM 6: International Financial Management
1. Inter natio nal Fina ncial Manage ment: Str uct ure o f fo reign exchange
mar ke t: the bala nce of pa yments, inter na ti onal monetary system –

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