Program Structure and Syllabus

MBA I Year (I, II & III Trimesters)

MBA II Year (I, II & III Trimesters)

School of Management
R22 Regulations

Venkatapur (V), Ghatkesar (M), Medchal-Malkajgiri (Dt.),

Hyderabad, Telangana, INDIA
info@[Link]; [Link]

1
 MBA I YEAR I TRIMESTER [7L + 3 P ]

S. Course Category Course Hours per week Credits

No Code L T P
1 A212001 Core Organization Behaviour-I 2 0 0 2
2 A212002 Core Financial Accounting and 3 0 0 3
Analysis
3 A212003 Core Marketing Management I 3 0 0 3
4 A212004 LC Business Communication 3 0 0 3
5 A212005 SEC Statistics for Business Decision 3 0 0 3
Making
6 A212006 Core Micro Economics 3 0 0 3
7 A212008 Core Legal Aspects of Business 2 0 0 2
8 A212022 SEC Productive tools lab 0 0 2 1

Managerial Competency
9 A212023 SEC 0 0 2 1
Approaches to Thinking
10 A212024 SEC 0 0 2 1
Company analysis report

TOTAL 19 0 6 22

2
MBA I YEAR II TRIMESTER [6L +2P+1 Project]
S. Category Course Hours per week Credits
No Code L T P
1 A222001 Core 3 0 0 3
Marketing Management – II
2 A222002 Core 3 0 0 3
Financial Management
3 A222003 Core 3 0 0 3
Operations Research
4 A222004 Core 3 0 0 3
Human Resource Management
5 A222007 Core 2 0 0 2
Organizational Behaviour- II
6 A222008 Core 2 0 0 2
Macro economics
7 A222022 LC 0 0 2 1
English communication skills Lab
Managerial Competency
8 A222023 SEC 0 0 2 1
Aesthetics
9 A222024 Proj 0 0 2 1
Social Immersion Project
TOTAL 16 0 6 19

3
MBA I YEAR III TRIMESTER [7L+2P]
S. Course Category Course Hours per week Credits
No code
Code L T P
1 A232001 Core 3 0 0 3
Operations Management
2 A232002 Core 3 0 0 3
Business Research Methods
3 A232004 Core 2 0 0 2
Negotiation and Selling
4 A232007 Core 2 0 0 2
Corporate Finance
5 A232008 Core 2 0 0 2
Business Analytics
6 A232009 Core Business Ethics and Corporate 2 0 0 2
Governance
7 A232010 Core 2 0 0 2
Cost Analysis for Decision Making
8 A232023 SEC 0 0 2 1
Data Visualization with Tableau
Managerial Competency
9 A232022 SEC 0 0 2 1
Design Thinking
TOTAL 16 0 4 18

4
MBA II YEAR I TRIMESTER (6T+1P)

Course Hours per week

S. No Category Course Credits
Code L T P
1 A242001 Common Digital Business Models 2 0 0 2
2 A242002 Business Valuation and Analysis (F)
A242003 Talent Acquisition and Management
A242004 DSE -I (HR) 3 0 0 3
A242005 Consumer Behaviour(M)
Quality Management (OM)
3 A242006 Investment Management (F)
A242007 Performance Management (HR)
A242008 DSE-II 3 0 0 3
Services Marketing (M)
A242009 Supply Chain Management (OM)
4 A242010 Financial Markets (F)
A242011 Corporate Taxation (F)
A242012 Elective-I Leadership (HR)
A242013 3 0 0 3
(Opt Any one) Rural Marketing (M)
A242014
Brand Management (M)
A242015
Manufacturing Practices (OM)
5 A242016 Digital Finance (F)
A242017 Financial Planning and Control (F)
A242018 Elective-II Competency Management (HR)
A242019 3 0 0 3
(Opt Any one) Retail Management (M)
A242020
Agri Management (M)
A242021
Designing of Services (OM )
6 A242022 Open Elective-I Risk Management
A242023 (Opt anyOne) 1 0 0 1
Personal Effectiveness
7 A242030 Internship Internship/ Field study 0 0 8 4
Total 15 0 8 19

5
 MBA II YEAR II TRIMESTER (7T)

S. Course Category Course Hours per Credit

No Code week s
L T P
1. 1A252001 Common Strategic Management 2 0 0 2
2. A252002 Common Project Management 2 0 0 2
A252003 Derivatives and Risk Management (F)
A252004 Learning & Development (HR)
3. A252005 DSE-III 3 0 0 3
Digital And Social Media Marketing(M)
A252006 Materials Management (OM)
Trading Strategies for Emerging Markets
A252007 (F)
Organization Development and Change
4. A252008 DSE-IV 3 0 0 3
A252009 Management (HR)
A252010 Industrial Marketing (M)
Purchase and Vendor Management (OM)
A252011 Financial Analytics (F)
A252012 Compensation Management (HR)
5. A252013 DSE V Advertising & Integrated Marketing 3 0 0 3
Communication (M)
A252014 Supply chain forecasting techniques (OM)
A252015 Fixed Income Securities (F)
A252016 Fundamentals of Labor Laws (HR)
A252017 Elective-III Tourism Management(M)
6 3 0 0 3
A252018 (Any one) Marketing Analytics (M)
A252019 Stores and warehouse Management (OM)
A252020 Maintenance Management ( OM )
Open
A252021 Art of Pricing
elective- II
7 1 0 0 1
A252022 (Opt any Personal Growth Lab
one)
Total 17 0 0 17

6
 MBA II YEAR III TRIMESTER (2L+1P)

Project Finance (F) 3 0 0 3

A262001 HR analytics (HR)
A262002 Elective-IV
1 Customer Relationship Management (M)
A262003 (Any one)
A262004 Statistical Techniques for Quality Control
(OM)
A262005 Financial Modeling Using Excel (F) 3 0 0 3
A262006 Elective-V Managing Teams(H)
2 A262007 (Any one) Sales and Distribution Management(M)
A262008 Supply Chain Optimization Analytics (OM)
3 A262030 Project 0 0 2 1
Total 6 0 2 07

7
 Organization Behaviour-I

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212001 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

The course aims to introduce the student to management and organization behaviour concepts,
to understand the key factors of individual behaviour like perception, attitude & values and
personality.

Course Outcomes
At the end of this Organizational Behaviour - I course, students will be able to:
• Apply the basic concepts and approaches of management
• Compare various models of organizational behaviour
• Identify the role of perception of individuals in the organization
• Evaluate the need for co-holding various personality styles in an organization
• Examine the impact of attitudes and values in organizational perspective
UNIT I

Introduction to Management: Functions and levels of management. Evolution of management

theory, Scientific Management, Principles of management, Approaches to management -
Behavioural approach, Contingency approach and Contemporary approach

UNIT II

Introduction to Organizational Behaviour: Characteristics of organizational behaviour,

Contributing disciplines to the OB field, Significance of OB, Nature and scope of OB,
Challenges and opportunities for OB. Organizational behaviour models - Cognitive framework,
behaviouristic framework and Social cognitive framework.

UNIT III

Perception and Attribution: Perception meaning - Factors influencing perception, Perceptual

process, The process of interpreting, Attribution theory, Perception and OB, When perception
fails, Managing the perception process-Social perception.

UNIT IV

Personality: Personality determinants, Personality traits, The Big Five Model - Major
personality attributes influencing OB, Theories of personality. Learning - Theories of learning,
Principles of learning.

8
UNIT V

Attitudes and Values: Nature of attitudes, Components of attitudes, Formation of attitudes,

Functions of attitudes, Changing attitudes, Work-related attitudes, Values – attitudes, values and
OB.

Text Books
1. Stephen P. Robbins, Timothy A. Judge, S. Neharika Vohra, T. A. Organizational Behaviour,
Pearson Education, New Delhi, 2022.
2. Aswathappa K, Organizational Behaviour, Himalaya Publishing House, New Delhi, 12/e,
2017.

Reference Books

1. Newstrom J, Organizational Behaviour: Human Behaviour at Work, Tata McGraw-Hill,

New Delhi, 2015.
2. Steven, Von & Sharma., Organizational Behaviour, Tata McGraw Hill, New Delhi, 2014.
3. Pareek U, Understanding Organizational Behaviour: Oxford Publishers, New Delhi, 2011.

9
 Financial Accounting and Analysis

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212002 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The course aims to introduce the student to financial accounting concepts, to prepare financial
statements, and computing of ratios for financial performance.

Course Outcomes
At the end of this Financial Accounting & Analysis course, students will be able to:
• Demonstrate the application of the basic principles of accounting to aid in the financial
decisions.
• Prepare the income statement to help them in understanding the financial performance of
an organization.
• Draw the Balance sheet and interpret the financial statements to analyse the financial
position of the company.
• Prepare the common size statements & compute ratios to analyse the financial
performance
• Prepare &analyze the cash flow statements, identify the components of earnings
management & accounting land mines
UNIT I

Overview of Financial Statements: Accounting equation and its components. Basic

Accounting Concepts: Balance sheet: Overview, Assets, Liabilities and Owners equity. Basic
concepts in Accounting: Money measurement concept, Entity concept, Going Concern concept,
Cost Concept, The dual Aspect concept, The accounting period concept, Conservatism concept,
Realization concept, Matching concept, Consistency concept, Materiality concept.

UNIT II

Final Accounts: Income Statement, Recognition of expenses and expenditure, the income
statement: Revenues, cost of sales, Gross Margins, expenses, gains and net income, Retained
earnings. Relationship between balance sheet and income statement, Accrual versus cash-based
accounting. IFRS (International Financial Reporting Standards) and GAAP (Generally Accepted
Accounting Principles)

UNIT III

Preparation of financial statements: Accounting cycle, Income statement and balance sheet
simple problems in the preparation of final accounts.

10
UNIT IV

Financial Statement Analysis I: Common-size statement analysis, Comparative statement

analysis, Trend analysis, Ratio Analysis: Liquidity, Activity, Profitability &Turn ratios (Simple
Problems).

UNIT V

Financial Statement Analysis II: Cash Flow statements - Cash from Operations, Financing and
investing activities. Preparation of simple cash flow statements, Understanding annual report,
Understanding Earnings management: Accounting Landmines, Red flags etc.

Text Books

1. S N Maheshwar, Suneel K Maheshwari & Sharad K Maheshwari, Financial Accounting,

6/e, Vikas Publishing House, 2018.
2. R. Narayanaswamy, Financial Accounting: A Managerial Perspective,6/e, PHI, 2017.
Reference Books

1. Shirley Carlon, Rosina McAlpine, Chrisann Lee, Lorena Mitrino, Nagaire Kirk & Lily
Wong, Financial Accounting: Reporting, Analysis and Decision Making 6/e, John Wiley
& Sons 2019.
2. Shashi K Gupta and R K Sharma, Management Accounting Principles and Practice, 13/e,
Kalyani Publishers 2017.
3. Ashish K Bhattacharyya, Financial Accounting for Business Managers, 5/e, PHI
Publishers 2017

11
 Marketing Management-I

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212003 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

This course will enable the students to develop an understanding of the role of marketing in a
business organization specifically, and in our society at large

Course Outcomes
At the end of this Marketing Management-I course, students will be able to:
• Differentiate between selling and marketing
• Evaluate the consumer buying process
• Classify customers into various segments and compare various product positioning
strategies
• Assess the role of marketing mix elements in marketing strategy.
• Distinguish between the utility of various marketing research approaches such as
qualitative and quantitative.
UNIT I

Introduction to Marketing: Needs, Wants, Demand, Types of demand, Value, Scope of

marketing, Production concept, Product concept, Selling concept, Marketing concept, Holistic
marketing concept.

UNIT II

Customer Orientation: Consumer insight, Factors influencing consumer behaviour, B2 B

markets, Nature of buying unit, Institutional markets; Government markets; -procurement.

UNIT III

Product Management & Segmentation, Targeting, Positioning (STP): Product

classifications and levels, Product life cycle; Segmentation, Bases for segmentation of consumer
markets, Business markets; Market targeting; Positioning, Brand equity.

UNIT IV

Marketing Mix: Elements of marketing mix, New product development, Pricing strategies,
Marketing channels–levels, Channels of distribution, Promotion

UNIT V

Marketing Research: Marketing research, Importance and process, Quantitative marketing

research, Qualitative marketing research, Applications of marketing research.

12
Text Book

1. Philip Kotler and Gary Armstrong, Principles of Marketing, Pearson, 18/e, 2020.

Reference Books

1. Lamb, Hair & Sharma, Marketing: A South Asian Perspective, Cengage Learning, 2016
2. Paul Baines, Chris Fill, Kelly Page, Sara Rosengren, Marketing, OUP ,5/e, 2019.
3. Srinivasan, Case Studies in Marketing, The Indian Context, PHI, 7/e, 2018

13
Business Communication

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212004 LC L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

To enable the students to understand the techniques to communicate effectively and prepare
business reports, business proposals, e-mails, summaries and effective resumes.

Course Outcomes
At the end of this Business Communication course, students will be able to:
• Interpret the subtle nuances of business communication.
• Identify the characteristics of business reports, kinds of reports and elements of effective
business report writing.
• Plan and prepare traditional electronic and video resumes.
• Develop effective individual and team presentations.
• Write Business proposals, reports, e-mails and summaries effectively.
UNIT I

Introduction and Communication Basics: Just-A-Minute Presentation Workshop, Feedback

and Overcoming Glossophobia, Process, Basic facts about Communication.

UNIT II

Presentations: Introduction to Presentations , Oral presentation skills, , Types of presentations,

Planning and preparing, Visual aids, Delivery.

UNIT III

Team Presentations: Team presentations, Benefits and purposes, Planning and preparation,
Execution, Towards effective team presentation.

UNIT IV

Business Communication: Effective business correspondence, Basic principles, Introduction to

reports and proposals, Kinds of reports, Characteristics of business reports, Elements of effective
business report writing, Business proposals.

UNIT V

Individual Presentations: Bios and resumes, Resume formats, and Video resumes, E-Mail
etiquette.

14
Text Book

1. Meenakshi Raman, Prakash Singh, Business Communication, Oxford University Press,

2/e, 2013.
Reference Books

1. [Link], Business Communication: Basic Concepts and Skills, Orient Black

Swan,2011
2. David Irwin, Effective Business Communications, Viva-Thorogood, 2013.
3. Rajendra Pal, J S Korlahahi, Essentials of Business Communication, Sultan Chand &
Sons, New Delhi, 2013.
4. Subba Rao, [Link] Kumar, C. Hima Bindu, Business Communication, Cengage, 2012.
5. Anjali Ghanekar, Business Communication Skills, Everest, 2011.
6. Sailesh Sengupta, Business and Managerial Communications, PHI, 2011.

15
 Statistics for Business Decision Making

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212005 L T P C CIE TEE Total

SEC 3 0 0 3 60 40 100

Course Objective

To enable students to analyze& apply various statistical techniques like descriptive statistics,
regression analysis, time series and multivariate analysis for business decision making.

Course Outcomes
At the end of this Statistics for Business Decision Making course, students will be able to:
• Demonstrate skills of collection & presentation of data
• Apply relevant techniques of dispersion for solving problems
• Application of Correlation & Regression Analysis in business scenarios
• Apply relevant techniques for solving small sample problems
• Apply Multivariate analysis for analyzing patterns of data.
UNIT I

Sampling Techniques and Data collection: Sampling theory, Sampling methods, Primary data
and secondary data collection techniques, Questionnaire design. Tabulation of data and general
rules of tabulation, Diagrammatic and graphical presentation of data

UNIT II

Descriptive Measures: Measures of central tendency, Measures of dispersion, Measures of

skewness and Kurtosis and interpretation (with business applications).

UNIT III

Regression Analysis: Correlation, Types of correlation and properties of correlation,

Regression analysis and properties of regression coefficients. Method of least squares (with
business applications)

UNIT IV

Statistical Inference: Introduction to Null Hypothesis vs. Alternative hypothesis, Tests of

hypothesis, Procedure for testing of hypothesis, Tests of significance for small samples,
Applications of t-test, Chi-square test, Association of attributes (with business applications).

UNIT V

Time Series and Multivariate Analysis: Introduction and utility of Time series. Introduction to
multivariate data analysis, Factor analysis, cluster analysis, conjoint analysis and multiple
discriminant analysis (with business applications).

16
Text Books

1. Donald R. Cooper, Pamela S. Schindler, Business Research Methods, 8/e, Tata McGraw
Hill Education, 2017.
2. Gaur & Gaur, Statistical Methods for Practice and Research, Sage Publication, 2/e, 2009
3. Joseph. F. Hair, Babin, Anderson, Black, Multivariate Data Analysis, Cengage Learning
India Pvt Ltd, 8/e, 2018.
Reference Books

1. Bajpai, Business Statistics, Pearson, 2009.

2. Richard I Levin & David S. Rubin, Statistics for Management, Pearson, 7/e, 2008.
3. Montgomery, Design and Analysis of Experiments, Wiley

17
 Micro Economics

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212006 L T P C CIE TEE Total

Core 3 0 0 3 60 40 100

Course Objective

The course aims to introduce the student to micro economic concepts and apply to the business
organization in the real world.

Course Outcomes
At the end of this Micro Economics course, students will be able to:
• Outline the scope of microeconomics in an organization
• Examine the concepts of demand and supply elasticity and their influence on managerial
decision making
• Analyze production function and economies of scale
• Apply the cost concepts in economics
• Compare different market structures and pricing strategies.
UNIT I

Introduction to Microeconomics: Definition, Nature and scope of microeconomics. Difference

between micro and macroeconomics, Microeconomics relation with other subjects,
Microeconomics and decision making in business

UNIT II

Demand and Supply Analysis: Introduction, Determinants of demand, Law of demand,

Exceptions, Elasticity of demand, Importance and types of elasticity of demand, Demand
forecasting, Methods and techniques of demand forecasting.

UNIT III

Production Analysis: Production function, Law of variable proportion theory, Isoquant,

Isocost, Law of returns to scale, Economies of scale

UNIT IV

Cost Analysis: Cost concepts, Types of cost, Cost output relationship in short run and long
run,Breakeven analysis and importance.

UNIT V

Market Structure and Pricing Strategies: Introduction to market, Classification of market,

Features and price determination under - perfect competition, monopoly, monopolistic market,
Features of oligopoly market, Introduction to pricing, Objectives of pricing, Pricing methods.

18
Text Books

1. P.L Mehta, Microeconomics, Sultan Chand & Sons, 2021.

2. Paul A. Samuelson, Microeconomics, Pearson. McGraw Hill, 2021

Reference Books

1. P.L Mehta, Managerial Economics Sultan Chand & Sons, 2017.

2. H. L. Ahuja, Managerial Economics, S. Chand, 2017.

19
 Legal Aspects of Business

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212008 L T P C CIE TEE Total

Core 2 0 0 2 60 40 100

Course Objective

The objective of this course is to provide the student with adequate knowledge regarding the
basic legal aspects of various provisions which will facilitate decision making skills to address
the problems.

Course Outcomes
At the end of this Legal Aspects of Business course, students will be able to:
• Illustrate the elements of a valid contract
• Analyze basics of partnerships and differentiate sale and agreement to sell.
• Know the application of various concepts related to special contracts
• Evaluate the procedure of formation of company and appointment of directors.
• Interpret the consumer protection mechanism, cyber law.
UNIT I

The Indian Contract Act 1872: Introduction, Essential elements of contract, Agreement, Offer,
Acceptance, Consideration, Capacity to contract, Contingent contract, Quasi contract,
Performance of contract, Discharge of contract, Remedies to breach of contract.

UNIT II

Partnership Act: Essentials of Partnership: Introduction to partnership, Rights and duties of

partner, Types of partners, Dissolution of partnership.

Sale of goods act: Sale and agreement to sell, Conditions and warranties, Transfer of property,
Finder of Goods, Performance of contract of sale, Rights of an Unpaid Seller

UNIT III

Special Contract: Contract of agency, Essentials of contract of agency, Kinds of agents,

Relationship of principal and agent, Duties and rights of an agent, Duties and rights of the
principal, Termination of agency, Indemnity and Guarantee: Rights and duties of indemnity,
Rights of surety against principal debtor, Creditor & co-surety.

UNIT IV

Companies Act: Formation, Memorandum, Articles, Prospective shares, Debentures, Directors’

appointment, Powers and duties, Meetings, Proceedings, Management, Accounts, Audit,
Oppression & mismanagement, Winding Up.

20
UNIT V

The Consumer Protection and Cyber Law: Rights of Consumers, Consumer Protection
Councils, Redressal machinery, District Forum, State Commission, National Commission,
Recent amendments, Cyber law in India, Information Technology Act 2000.

Text Books

1. N.D. Kapoor, Business Laws, Sultan Chand & Sons, 7/e, 2018
2. [Link] & Vivek, Business Law , Vikas Publishing House Pvt Ltd, 5/e, 2017

Reference Books

1. Tejpal Sheth, Business Law, 3/e, Pearson Publications, 2017

2. Michael Flynn, Kirk W. Buffington, Pennington ,Legal Aspects of Public Procurement,
2020

21
 Productive Tools Lab

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212022 L T P C CIE TEE Total

SEC 0 0 2 1 60 40 100

Course Objective

The objective of the course is to introduce the students to basic tools of MS- office and its
applications.

Course Outcomes
At the end of this Productive Tools Lab course, students will be able to:
• Describe the basic maintenance of digital devices.
• Use MS Office tools
• Prepare presentations using power point
• Perform descriptive statistics, analysis and visualization using Excel
• Apply R and R Studio packages for data analysis and visualization.
UNIT I

Managing your devices: Laptop / Computer / Mobiles, Managing virus free environment and
basic maintenance.

UNIT II

Productivity Tools: Introduction to MS - PPT, Excel, Word, Shortcuts, Power user shortcuts,
Formatting word documents, Making tables and inserting various other files within.

UNIT III

MS PowerPoint: How to prepare a presentation, Telling a story with slides - structure of a

narrative, Types of presentation, Subject presentation, Selling an idea etc.

UNIT IV

MS Excel: Basic functionality, Advanced functionality, working with statistical functions,

Tabulation, Building charts - pie charts, Line diagrams etc., Pivot tables and cross tabulation.

UNIT V

Data Analysis and Visualization Using R: Introduction to R and R Studio, Installing R and R
Studio, Importing data from other packages, Data analysis and data management with R,
Descriptive statistics, Data visualization using R packages, Loading and working with R-
Packages.

22
Text Books

1. BittuKumar, Mastering MS Office: Concise Handbook with Screenshots, V&S

Publishers, 2017
2. Cox et al, Microsoft Office System Step-by- Step, 1/e, PHI, 2007.
3. David Whigam-Business Data Analysis Using Excel, 1/e, Oxford University Press.
4. R Programming: A Beginner's Guide to Data Visualization, Statistical Analysis and
Programming in R, R Publishing, 2019

Reference Books

1. Anita Goel, Computer Fundamentals, Pearson, 2010.

2. Layfe de Micheaux, Pierre, Drouihet, Remy, Liquet, Benoit, The R Software
Fundamentals of Programming & Statistical Analysis, 2013
3. Vishwas R Pawgi, Statistical Computing Using R software, Nirali Prakashan, 2016
4. John M Quick, Statistical Analysis with R Beginners guide, 1/e, Shroff publ Direct, 2014

23
 Approaches To Thinking

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212023 SEC L T P C CIE TEE Total

0 0 2 1 100 0 100
Course Objective

The objective of this course is to introduce students to basics of thinking and various approaches
to thinking. The students will understand the importance of thinking in their lives and
profession. They will learn to appreciate the various approaches to thinking such as Systems
Thinking, understanding and working with non-linear phenomena among others.

They will learn to understand various models of thinking – for example, Kahneman’s System I
and System II thinking. They will explore various human biases in thinking and how they
impact one’s perception, and hence the quality of decision making.

Thinking is a metacognitive competence, and any bias, or lack of rationality or can lead to
suboptimal decision making. They will learn about the common biases – confirmation bias,
sunken cost syndrome to name a few.

The course will introduce new discoveries about thinking, and will help the student become
aware of their own thinking and the thinking patterns they use to aid them in improving their
thinking processes.

The course will deploy readings, guest lectures and assignments (both individual and group
assignments) to familiarize the students with the current research in thinking, and apply some of
the research findings to improve their thinking abilities.

Course Outcomes

At the end of the approaches to thinking course the students will be able to:
• Appreciate why thinking is important in one’s life and business
• Understand the biases that influence one’s thinking.
• Be aware of their own biases.
• Differentiate between linear and non-linear phenomena, and understand how
human thinking cannot easily comprehend non-linearity
• Understand various mental models
• Apply various tools of thinking, such as Brain Storming, Associative Thinking, Mind
mapping,
• Understand the importance of meta-cognitive abilities
• Explore and build skill in some key meta-cognitive abilities – learning to learn,
abstraction etc.
• Distinguish underlying frameworks in their thinking.
• Develop familiarity with MECE, and build an inductive and deductive methods of
mapping phenomena.
24
Learning Resources

● Guest Speakers – (An illustrative list of names, non-binding)

● Books, reviews & videos
● Thinking Fast and Thinking Slow – Daniel Kahneman
● Mental Models – Charlie Munger’s quotes, writings,
● The upside of irrationality – Dan Ariely
● Black Swan - Nassim Nicholas Taleb
● Fooled by Randomness - Nassim Nicholas Taleb
● Antifragile - Nassim Nicholas Taleb
● Influence – Robert Cialdini
● Pre-suasion – Robert Cialdini
● The art of thinking clearly – Rolf Dobelli
● Design of Everyday Things – Don Norman

25
26
 Company Analysis Report

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A212024 SEC L T P C CIE TEE Total

0 0 2 1 100 0 100

Course Objective
The objective of the course is to introduce students to the various functions of an organization
and study the major strategies implemented by any company of their choice.

Students have to present a report about various functions of a company of their choice at the end
of the semester
Suggested content of the report
1. Financial Analysis
2. Market Analysis
3. Customer Analysis
4. Competition Analysis
5. HR Policies and practices

27
 Marketing Management – II

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222001 L T P C CIE TEE Total

Core 2 1 0 3 60 40 100

Course Objective

This course will enhance the students’ knowledge on marketing strategies and how various
concepts can be applied in realistic marketing scenarios.

Course Outcomes
At the end of this Marketing Management – II course, students will be able to:
• Customize marketing approaches in different contexts
• Analyze competitive marketing strategies applied by organizations
• Develop branding strategies.
• Examine the factors influencing global marketing strategies
• Evaluate online marketing and sustainable marketing strategies

UNIT I

Marketing Planning and Marketing Strategies: Strategies for different stages of PLC, BCG
matrix, Ansoff’s grid, Marketing planning, Implementation, Marketing department organization,
Marketing control, Marketing investments.

UNIT II

Competition strategies: Marketing strategies for market leaders, Market challengers, Market
followers, Niche marketing, Guerilla marketing, Ambush marketing.

UNIT III

Brand Management: Role of brands, Brand equity, Brand associations, Brand extension, Brand
portfolio, Brand revitalization

UNIT IV

Global Marketplace: International trade system, Choosing markets to enter, Market entry
options, Global marketing programs.

UNIT V

Digital Marketing and Sustainable Marketing: Online marketing, Online branding,

Consumerism, Environmentalism, Green marketing, Sustainable marketing principles.

28
Text Books

1. Philip Kotler and Gary Armstrong, Principles of Marketing, Pearson, 18/e, 2020.
Reference Books

1. Lamb, Hair& Sharma ,Marketing: A South Asian Perspective, Cengage Learning, 2016
2. Paul Baines, Chris Fill, Kelly Page, Sara Rosengren, Marketing, OUP, 5/e, 2019.
3. Srinivasan, Case Studies in Marketing, The Indian Context, PHI,2012

29
 Financial Management

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222002 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The course aims at the student to apply techniques for investment, optimum capital structure,
dividend decisions & estimate the working capital management for efficient management of
current assets.

Course Outcomes
At the end of this Financial Management course, students will be able to:
• Appreciate the finance function and the time value of money in their decisions
• Apply various capital budgeting techniques for selecting the feasible projects under
risk & uncertainty
• Apply the capital structure theories for an optimal capital structure
• Appraise the dividend decisions and the practices to study the impact on their
decisions.
• Estimate working capital requirements and apply the tools to forecast and manage the
current assets
UNIT I

Introduction: Nature, Scope and objectives of financial management, Time value of money and
mathematics of finance concept of risk and return.

UNIT II

Investment Decision: Capital budgeting process, Estimation of relevant cash flows, Payback
period method, Accounting rate of return, Net present value, Net terminal value, Internal rate of
return, Profitability index, Capital budgeting under risk, Certainty equivalent approach and risk
adjusted discount rate.

UNIT III

Financing Decision: Cost of capital and financing decision, Estimation of components of cost
of capital, Equity capital, Retained earnings, Debt and preference capital, Weighted average
cost of capital and Marginal cost of capital., Sources of long-term financing, Capital structure,
Operating and financial leverage, Determinants of capital structure.

UNIT IV

Dividend decision: Relevance and irrelevance of dividend decision, Cash and stock dividends,
Dividend policy in practice.

30
UNIT V

Working Capital Management: Meaning and nature of working capital, Determination of

working capital requirement, A brief overview of cash management, Inventory management and
receivables management.

Text Books

1. Prasanna Chandra; Financial Management Theory and Practice, TMH, 10/e, 2019
2. M.Y. Khan & P.K. Jain, Financial Management, TMH, 7/e, 2017.

Reference Books

1. Ashwath Damodaran, Corporate Finance - Theory and Practice, John Wiley & Sons
2. I.M. Pandey, Financial Management (Vikas), 12/e, 2012
3. Brigham & Earnhardt, Financial Management –Theory & Practice, Thomson Learning,
10/e ,2015

31
 Operations Research
MBA I Year II Trimester School of Management
Code Category Hours / Week Credits Marks

A222003 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

To enable students to utilize various techniques in the area of operations research using linear
programming, transportation, assignment and game theory models for business decision making.

Course Outcomes
At the end of this Operations Research course, students will be able to:
• Examine the concepts of operation research & solve Linear Programming Problem
• Solve simplex & Big -M Problems for business decisions
• Solve Transportation & Assignment Problem Models to Decision Making
• Apply various game theory problems.
• Apply decision analysis techniques for business decisions
UNIT I

Introduction: Nature and scope of Operation Research, Origin of OR, Applications of

Operations Research in different managerial areas, Linear Programming, Application Areas of
LPP, Guidelines for formulation of LPP, Formulation of LPP for Different Areas, Solving LPP
by Graphical Method.

UNIT II

Simplex Method: Solution methodology of Simplex algorithm, Artificial variable techniques,

Big-M method and Two phase Simplex method, Degeneracy and how to resolve degeneracy(
for business decisions).

UNIT III

Transportation and Assignment Models: Definition and Aplication of the Transportation

model, Solution of the transportation problem, The assignment Model, Travelling salesman
problem for business decisions.

UNIT IV

Game Theory: Introduction, Two person Zero-sum games, Pure strategies, Games with saddle
point, Mixed strategies, Rules of dominance, Solution methods of games without saddle point,
Algebraic, Arithmetic methods.

UNIT V

Decision Analysis: Introduction, Ingredients of decision problems, Decision making under risk
and uncertainty for business decisions.

32
Text Books

1. K. Sharma, Operations Research: Theory and Applications, Macmillan, 2012.

2. Hillier/Lieberman, Introduction to Operations Research, Tata McGraw Hill Education,
2008
Reference Books

1. Shridhara Bhat, Quantitative Analysis for Business Decisions, Himalayan Publishing

House, 2009.
2. R. Panneerselvam, Operations Research, PHI, 2008.
3. Gupta and Khanna, Quantitative Techniques for Decision Making, PHI, 2009.

33
 Human Resource Management

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222004 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The course aims to introduce the basic understanding of key HRM functions that includes basic
functions pertaining to organizations.

Course Outcomes
At the end of this Human Resource Management course, students will be able to:
• Assess the changing role of HRM
• Examine the process of human resource planning and recruitment.
• Evaluate the training and development methods.
• Assess the employee performance training methods.
• Analyze the various contemporary issues in HRM.

UNIT I

Introduction to HRM: Definition, Nature and scope of HRM, Evolution of HRM, Challenges
of HRM, HR profession and HR department, Functions of HRM, Trends shaping human
resource management.

UNIT II

Human Resource planning: HRP, Need for human resource planning ,Factors affecting HRP,
Job analysis and Job design, Demand and supply forecasting ,Recruitment and selection,
Recruitment process, Sources and methods of recruitment, Types of tests and interviews ,Steps
in selection, Placement and induction process.

UNIT III

Training and Development: Need and importance of training and development, Training need
analysis, Training methods, Orienting and onboarding new employees ,Design training program,
Evaluating the training effort, Management development, Succession planning.

UNIT IV

Performance Appraisal: Meaning and importance of performance appraisal, Performance

appraisal process, Techniques of performance appraisal, Dealing with cognitive bias,
Performance management, Managing the appraisal discussion.

UNIT V

Compensation: Meaning and of Compensation, Methods of compensation, Basic factors in

determining the pay rates, Job evaluation, Pricing professional and managerial jobs.

34
Text Books

1. Gary Dessler, BijuVarkey, Human Resource Management, Pearson Publication,

16/e,2020
2. Subbarao, David Lepak, Mary Gower, Human Resource Management, Pearson, 2018.
Reference Books

1. Paul Banfield, Rebecca Kay, Human Resource Management, Oxford, 2019.

2. Wayne & Caseia, Ranjeet Nambudri, “Managing Human Resource, TMH. 2019,
3. Gomez Mejia [Link], Managing Human Resource, PHI, 2017.

35
 Organizational Behaviour - II

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222007 Core L T P C CIE TSEE Total

2 0 0 2 60 40 100

Course Objective

The objective of this course is to introduce some basic organizational and individual processes
that impact work, become aware of some of the organizational processes, understand group
dynamics and learn to be aware of group dynamics.

Course Outcomes
At the end of this Organizational Behaviour - II course, students will be able to:
• Apply the various applications of motivational theories and their application.
• Compare different styles of leadership and their impact on organisation.
• Evaluate the impact of group dynamics on organisation.
• Analyze the process of adapting to change in organisation.
• Analyze the approaches to power to manage the organisation.

UNIT I

Motivation: Theories of motivation: Early and contemporary views, Applications of motivation,

Nature of motivation, Importance of motivation, Motivational challenges, Theories on
motivation, Review of theories, Motivation across cultures.

UNIT II

Leadership: Nature of leadership, Leadership and management, Importance of leadership,

Formal and informal leadership, Leadership styles and their implications, Theories of leadership,
Contemporary issues on leadership.

UNIT III

Group Dynamics: Nature of groups, Types of groups, Group development, Teams Vs Groups,
Benefits from teams, Types of teams, Implementing teams in organizations, Team Issues,
Effective teamwork, Typical teams in organizations, Can group become teams.

UNIT IV

Organizational Dynamics: Organizational culture, Concept, Characteristics, Elements of

culture, Creating and sustaining organizational culture, Organizational change, Concept, Nature,
Forces for change, Resistance to change, Managing resistance to change, Kurt Lewin’s theory of
change.

36
UNIT V

Organizational Power and Politics: Concept, Sources of power, Distinction between power,
authority, and influence, Approaches to power, Stress - meaning and definition, The stress
experience, Work stress model, Burnout, Stress management, Stress and performance, Strategies
to manage stress.

Text Books

1. S Robbins, S.P., Sanghi, S. & Judge, T. A. Organizational Behaviour. New Delhi: 15/e,
Pearson Education, 2018.
Reference Books

1. Luthans, F. Organizational Behaviour. 12/e, Tata McGraw-Hill, New Delhi: 2017.

2. Aswathappa, K. Organizational Behaviour.12/e, Himalaya Publishing House, New
Delhi, 2016.
3. Newstrom J. Organizational Behaviour: Human Behaviour at Work. New Delhi: 12/e,
Tata McGraw-Hill, 2017.
4. Steven, Von & Sharma., Organizational Behaviour. 13/e, Tata McGraw- Hill, New Delhi
5. Pareek Uday, Understanding Organizational Behaviour,3/e, Oxford Publishers, New
Delhi, 2011.

37
 Macro Economics

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222008 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

The objective is to understand basic concepts of macroeconomics and understand the impact of
the macroeconomic policies, trends on the firm - what threats, opportunities emerge to the firm.

Course Outcomes
At the end of this Macro economics course, students will be able to:
• Examine the role of macroeconomics and national income.
• Apply different growth and economic models in organizations.
• Evaluate organizational strategies based on monetary and fiscal policy for the economy.
• Illustrate the significance of tax systems on economy
• Demonstrate the understanding of business cycles and international trade.

UNIT I

Introduction to Macroeconomics: Meaning, Nature of macroeconomics, National income,

Gross domestic product, Gross national product, Net national product, Per capita income,
Disposable income, National income measurement.

UNIT II

Theory of Employment: Keynesian theory of employment, Theories of economic growth,

Harrod-Domar model, Solow model, Marxian model

UNIT III

Money and Fiscal Policy: Definition and functions of monetary and fiscal policy. Instruments
of monetary and fiscal policy, Analysis of inflation and unemployment

UNIT IV

Introduction to Public Finance: Introduction to tax, Tax system in India, Progressive,

regressive and degressive tax, Goods and service tax, Tax avoidance and Tax evasion.

UNIT V

Business Cycles: Introduction to trade, Types of trade. World Trade Organization, Structure and
functions of World Trade Organization, Meaning of business cycle, Phases of business cycle etc.

38
Text Books

1. Misra & Puri, Indian Economy, HPH, 39/e, 2021

2. Paul A Samuelson, William D Nordhaus, Sudip Chaudhuri, Macroeconomics, McGraw
Hill, 20/e, 2021
Reference Books

1. Shirley SreeJata Banarjee, Nanda Kumar Warrier, Macro Economics, 1/e, Sage
Publications Pvt Ltd, 2018.
2. H.L. Ahuja, Macroeconomic Theory and Policy, 20/e, 2019.
3. [Link], [Link], Indian Economy: Developmental Problems and Policies,
New Age Publishers, 43/e, 2019.

39
 English Communication Skills Lab

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222022 LC L T P C CIE TEE Total

0 0 2 1 60 40 100

Course Objective

The course aims to improve the fluency of students in spoken English and neutralize their
mother tongue influence and use language appropriately for public speaking and interviews.

Course Outcomes
At the end of this English Communication Skills Lab course, students will be able to:
• Differentiate between Spoken and Written English in formal and informal situations
• Illustrate Task Based Language Learning (TBLL) through various language activities
effectively.
• Apply strategies for Effective Communication in different situations.
• Demonstrate effective communication at work place with a special focus on social and
professional etiquette.
• Take part in conversation, Public Speaking and Group Discussion
UNIT I

Exercise-I:
The 4 secrets of successful Communication:
Spoken vs. Written language - Formal and Informal English - Elevator speech - Introducing
others
Ice-Breaking activities and JAM sessions.

UNIT II

Final Exercise-II
Features of Good Conversation:
Common Everyday Situations - Conversations and Dialogues
Role-Plays - Thanking and Responding - Agreeing and Disagreeing - Seeking and Giving
Advice - Making Suggestions etc.

UNIT III

Exercise-III:
Communication at Workplace, Social and Professional Etiquette:
Descriptions (Person, place, object) – Narrations - Giving Directions and Guidelines
Telephone Etiquette

UNIT IV

Exercise-IV:
Formal Presentations:
Public Speaking - Exposure to structured talks - Non-verbal Communication.
40
UNIT V

Financial Exercise-V:
Extempore speeches:
Debates.

Minimum Requirement of infrastructural facilities for ECS Lab:

The Interactive Communication Skills Lab: A Spacious room with movable chairs and audio-
visual aids with a Public Address System etc.

Reference Books

1. Kumar, Suresh, E. and Sreehari, P. A Handbook for English Language Laboratories.

New Delhi: Foundation, 2009.
2. Lab Manual: A Manual entitled English Language Communication Skills (ELCS) Lab
Manual- cum- Work Book. New Delhi: Cengage Learning India Pvt. Ltd., 2013.
3. Mohan, Krishna. and Singh, N. P. Speaking English Effectively. (2nd Edition.) New
Delhi: Macmillan Publishers India Ltd., 2011.
4. Rutherford, Andrea J. Basic Communication Skills for Technology. (Second Edition.)
New Delhi: Pearson Education, 2007.
5. Sasi Kumar, V. and Dhamija, P.V. How to Prepare for Group Discussion and Interviews.
Tata McGraw Hill.

41
 Aesthetics

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222023 SEC L T P C CIE TEE Total

0 0 2 1 100 0 100

Course Objective

The objective of this course is to introduce students to basics of aesthetics. The students will
understand the importance of aesthetics in their lives and profession. They will learn to
appreciate the various elements of aesthetics such as the Golden Mean, Harmony, Balance,
Contrast and other relevant concepts.

Course Outcomes
At the end of this Aesthetics course, students will be able to:
1. Appreciate why aesthetics is important in one’s life and business
2. Understand the key concepts in aesthetics such as Harmony, Balance, Golden Mean etc.
3. Appreciate the need to develop aesthetically pleasing products and services
4. Discriminate between well designed and crafted products, advertisements and services
5. Appreciate calligraphy, and text presentations and choice of fonts
6. Apply some of the concepts to their presentations, poster creation and organizing the
class room and their immediate surroundings
Course Description

Students will learn to study the aesthetics of various products, advertisements, understand the
needs of customers from an aesthetically pleasing point of view. The students also will learn to
appreciate some of the concepts in design of services and products and Point of Sale displays.

An aesthetic sensibility will help them make better presentations, empathise with customers and
their aesthetic needs. They will develop a sensitivity to discriminate between well designed
products and poorly designed products and interfaces.

The course will deploy readings, guest lectures and assignments (both individual and group
assignments)

Articles on aesthetics:

• [Link]
business/oncept.

Guest Speakers: Artists, sculptors, graphic designers

• Materials for poster creation

42
Basic graphics design tools – for example, pro-create or equivalent, or Google drawing tools

A selection of Advertisements for evaluation

Reference Books

1. Ogilvy, David. Ogilvy on Advertising. United Kingdom, Knopf Doubleday Publishing

Group, 2013.
2. Norman, Donald A., The Design of Everyday Things. United Kingdom, MIT
Press, 2013.

43
 Social Immersion Project

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222024 Project L T P C CIE TEE Total

0 0 2 1 60 40 100

Course Objective

The objective of the course is to introduce students to various aspects of society/ an institution
enterprise. Students have to identify any problem or issue and offer their suggestions to solve the
problem. A report has to be presented at the end of the term by the student.

44
 Operations Management

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232001 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The objective of this course is to provide the student with adequate knowledge regarding the
different tools of operations management.

Course Outcomes
At the end of this Operations Management course, students will be able to:

• Examine operations management process and factors influencing the Operation

Management
• Illustrate capacity planning and facility layout in the organization
• Implement different techniques to reduce time and cost by using project management
• Apply different cost reduction method in Material management
• Justify different quality control techniques and standards to reduce quality errors

UNIT I

Introduction to Operations Management: Role of Operations Management in total

management System, Interface between the operation systems and systems of other functional
areas, Process planning and process design, Production Planning and Control-Basic functions of
Production Planning and Control- Production lifecycle.

UNIT II

Capacity Planning: Process selection and facility layout, Designing product and process
layouts and line balancing, Forecasting and its types, Location and the factors influencing
location.

UNIT III

Materials Management: Need and importance of materials management-Materials

Requirement Planning-Materials budgeting- Techniques for prioritization of materials, Sources
of supply of materials, Selection, evaluation and performance of suppliers, Make or Buy
decisions.

UNIT IV

Stores Management: Objectives of stores management, Requirements for efficient

management of stores, Safety stock, Inventory control, Different systems of Inventory control,
Types of inventory, Costs ,Systems of inventory control, ABC, VED and FNSD analyses. Value
Analysis, Importance in cost reduction, Concepts and procedures.

45
UNIT V

Quality Management: Quality Assurance, Inspection and Quality control, Acceptance

sampling, Total quality management and ISO 9000 series standards, Six Sigma.

Text Books

1. K. Ashwathappa, Sreedhar Bhat, Production and Operations Management, HPH, 2015.

2. R. Panneerselvam, Production and Operation Management 3/e, PHI,2015.
Reference Books

1. Mahadevan. B, ―Operations Management, 3/e, Pearson Education, 2015

2. Bozarth, Cecil C. & Handfield, Robert B; Introduction to Operations and Supply Chain
Management; Pearson Education; New Delhi.
3. H. Kaushal, Production / Operations Management, Case Study Solutions, MacMillan
4. Wisner, Joel D., Leong, G. Keong& Tan, Keah-Choon; Principles 2012
5. Bozarth, Cecil C. & Handfield, Robert B.; Introduction to Operations and Supply Chain
Management; Pearson Education; New Delhi

46
 Business Research Methods

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232002 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The course aims to understand the working capital financing, analyze the credit policies and
capital structure of the organization to evaluate and measure the impact of inflation on capital
structure and its policies.

Course Outcomes
At the end of this Business Research Methods course, students will be able to:
• Examine the role of research in organizations
• Apply qualitative research techniques in his/her research
• Apply appropriate research techniques for a given problem
• Implement appropriate statistical tools for research.
• Write research reports
UNIT I

Introduction to Research: Business research, Definition, Nature, Purpose of research, Types of

research, Research process, Research methodology and research method, Role of business
research in managerial decisions, Deduction and induction, Ethics in business research.

UNIT II

Credit Research Process: Problem identification, Preliminary data gathering, Literature survey,
Theoretical framework, Sampling, Hypothesis development, Types of research designs:
exploratory, descriptive, experimental designs and case study, Measurement of variables, Rating
scales, Ranking scales, Reliability and validity, An overview of descriptive statistics and
inferential statistics

UNIT III

Collection of Data: Sources of data, Primary sources of data, Secondary sources of data, Data
collection methods, Quantitative data collection methods, Observation, Interview, Focus groups.

UNIT IV

Statistical Techniques of Data Analysis: Chi-Square test, T test, ANOVA, Factor analysis,
Reliability and Correlation (Spearman and Karl Pearson), Conjoint analysis, Cluster analysis,
Multivariate data analysis.

47
UNIT V

Corporate Research Report Writing: Research report, Components, Title page ,Table of
contents, Executive summary, Introductory section, Body of the report, Conclusion of the report,
References, Appendix, Guidelines for preparing a good research report oral presentation, The
presentation and handling questions

Text Book

1. Uma Sekaran, Research Methods for Business–A Skill Building Approach, John Wiley&
Sons (Asia) Pvt. Ltd., Singapore, 7/e, 2017
Reference Book

1. Donald R Cooper and Pamela S Schindler, Business Research Methods, 12/e,Tata

McGraw- Hill Publishing Company Limited, New Delhi,2013

48
 Negotiation and Selling

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232004 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

To familiarize the students with the various Negotiation theories, basic negotiation skills
required, interpersonal skills, and also the ethics involved in Negotiation, along with the various
dispute resolution strategies implemented in Industries to build cordial Industrial.

Course Outcomes
At the end of this Negotiation course, students will be able to:
• Analyze the importance of negotiation and sales skills for a manager
• Evaluate the factors that affect the negotiation process and ethics involved in the
negotiation.
• Apply effective negotiation strategies and tactics for different scenarios
• Identify role of sales in organization
• Evaluate the factors effecting sales force management
UNIT I

Introduction to Negotiation: Introduction, Concept of negotiation, Characteristics of a

negotiating situation, Basic negotiation skills, Interpersonal skills in negotiation, Theories of
negotiation.

UNIT II

Types and Ethics in Negotiation: Types of negotiation, Principles of negotiation, Steps of

negotiation, Win-Win negotiation, Negotiation tactics, Factors affecting success in negotiation,
Ethics in negotiation.

UNIT III

Strategies and Multiple Parties and Teams in Negotiation: Effective strategies to develop
negotiation skills, Anchoring / BATNA, Nature of multiparty negotiation, Inter team
negotiations, Improving negotiation skills, Managing negotiation.

UNIT IV

Selling: Importance of Sales, Sales process, Prospecting, Qualifying the prospect, Presentation,
Closing, Servicing, Customer satisfaction, Types of sales, Skills needed by a good sales person.

UNIT V

Sales Environment: Environmental factors impacting success in selling, Sales quota. Sales
force recruitment and selection.

49
Text Book

1. Roy J Lewicki, Bruce Barry, and David M Saunders ,Essentials of Negotiation, 5/e,
McGraw Hill, 2011.
Reference Books

1. Beverly DeMarr and Suzanne De Janasz, Negotiation and Dispute Resolution, Prentice
Hall, 2013.
2. Malhotra, Deepak, Negotiating the Impossible: How to Break Deadlocks and Resolve
ugly Conflicts (without money or muscle). Oakland, CA: Berrett-Koehler Publishers,
2016

50
 Corporate Finance

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232007 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

The course aims to understand the working capital financing, analyze the credit policies and
capital structure of the organization to evaluate and measure the impact of inflation on capital
structure and its policies.

Course Outcomes
At the end of this Corporate Finance course, students will be able to:

• Estimate the capital requirement of an organization

• Evaluate the credit policies and the cash management
• Design the capital structure
• Measure the evaluation of intangible assets
• Identify the impact of inflation on capital structure

UNIT I

Introduction to Working Capital Policy: Factors influencing working capital requirements,

Current asset policy and current asset finance policy, Working capital financing, Short term
financing of working capital, Long term financing of working capital, Working capital
leverages, Determination of operating cycle and cash cycle, Estimation of working capital
requirements of a firm, Determination of level of current assets,Sources for financing working
capital

UNIT II

Credit Management: Receivables, Credit management through credit policy variables,

Marginal analysis, Credit evaluation, Numerical credit scoring and discriminant analysis,
Control of accounts receivables, Factoring, Cash and liquidity management, Forecasting cash
flows, Cash budgets, Long-term cash forecasting, Monitoring collections and receivables,
Optimal cash balances, Baumol model, Miller -Orr model & Stone model, Strategies for
managing surplus funds.

UNIT III

Financial Reports: Understanding the structure of financial reports and financial statements,
Asset mix of the business, Asset measurement and valuation, Financing mix of liabilities and
equities, Measuring earning and profitability, Accounting measures of risk, Analysing real time
statements.

51
UNIT IV

Intangible Asset Companies: Financial management in intangible, Intensive companies,

Characteristics of intangibles, Implications for financial managements, Types and approaches to
valuations of intangible assets.

UNIT V

Corporate Financial Modelling: Effect planning, Sales forecast method, Pro-forma P & L
account method, Pro-forma balance sheet of inflation on, Asset value, Firm value, returns,
Financial planning: Basis of financial method, Determination of External Financing
Requirement (EFR).

Text Books

1. Prasanna Chandra; Financial Management Theory and Practice; Tata McGraw Hill, 12/e,
2015
2. M.Y. Khan & P.K. Jain – Financial Management, TMH, 16/e, 2016
Reference Books

1. Ashwath Damodaran – Corporate Finance-Theory and Practice – John Wiley & sons,
16/e, 2016.
2. I.M. Pandey – Financial Management (Vikas), 12/e, 2014
3. Brigham & Earnhardt, Financial Management – Theory & Practice, Thomson
Learning,10/e, 2016
4. Stephen A Ross, Randolf W Westerfield , Jeffrey Jaffe, Corporate Finance, TMH, 11/e,
2017.

52
 Business Analytics

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232008 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

The course familiarizes students with fundamentals of data tools and prescriptive analytics.

Course Outcomes
At the end of this Business Analytics course, students will be able to:
• Examine fundamentals of Business Analytics.
• Differentiate between Descriptive, Predictive and Prescriptive Analytics.
• Apply Business Analytics in different domains.
• Illustrate prescriptive analytics.
• Apply big data in decision making

UNIT I

Introduction: Basics of data science, Business Analytics Success Pillars (BASP) framework,
Big Data

UNIT II

Descriptive Analytics: Meta data, Business performance measurement, Visual analytics, Data
warehouse architecture.

UNIT III

Predictive Analytics: Text mining, Text analytics, Sentiment analysis, Web mining, Web
analytics.

UNIT IV

Prescriptive Analytics: Prescriptive analytics,Introduction, Prescriptive models - Simulation,

Heuristic, Automated decision systems and expert systems, Knowledge management.

UNIT V

Applications of Big Data: Applications of analytics in different domains,Marketing analytics,

Finance analytics, HR analytics and supply chain analytics.

Text Books

1. U. Dinesh Kumar, “Business Analytics”, Wiley, 2017.

2. Ramesh Sharada, DursunDelen, Efraim Turban, “Business Intelligence and Analytics”,
10/e, Pearson, 2014.

53
Reference Books

1. Laursen, Thorlund, “Business Analytics for Managers”, 2/e, Wiley, 2017.

2. Sahil Raj, “Business Analytics”, 3/e, Cengage Learning, 2015.
3. Jac Fitz, Mattox II, “Predictive Analytics for Human Resources”, 3/e, Wiley, 2015.
4. Artun, Levin, “Predictive Marketing”, 2/e,Wiley, 2015

54
 Business Ethics and Corporate Governance

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232009 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

To understand the significance, characteristics of Business ethics To know the relation between
business ethics and moral principles

Course Outcomes
At the end of this Business Ethics and Corporate Governance course, students will be able to:
• Analyze the importance of Business ethics in the present world.
• Identify the Principles of Ethical Values and Ethical Dilemmas in functional areas of
Organization
• Examine the key elements of leadership Approaches towards Business Ethics.
• Application of corporate governance and taking initiation of corporate social
responsibility.
• Analyze reasons for corporate governance failures.

UNIT I

Business Ethics: Meaning, Principles of business ethics, Characteristics of ethical organization,

Ethics of corporate governance, Globalization and business ethics, Stakeholders protection

UNIT II

Basic Theories: Basic ethical principles, Moral developments, Deontology, Utilitarianism,

Virtue theory, Rights theory, Casuist Theory, Ethical egoism, Feminist consequentialism, Moral
issues, Kohlberg’s six stages of moral development (CMD) moral dilemmas, Ethical dilemmas
in different business areas.

UNIT III

Ethical Culture in Organization: Developing codes of ethics and conduct, Ethical and value-
based leadership, Role of scriptures in understanding Ethics.

UNIT IV

Conceptual Framework of Corporate Governance: Meaning, Governance vs. Good corporate

governance, Corporate Governance vs. Corporate Excellence, Benefits of good corporate
governance, Corporate governance reforms, Corporate social responsibility.

UNIT V

Major Corporate Governance Failures: Common governance problems in various corporate

failures, Case studies.

55
Text Books

1. Ethical Decision Making and Cases by O.C. Ferrell, John Fraedrich, Ferrell, Cengage,
2018
2. Peter Stanwick, Sarah Dunn Stanwick, Understanding Business Ethics, SAGE, 2013

Reference Books

1. Vincent Icheku, Understanding Ethics and Ethical Decision Making, Corporation, 2011.
2. Ethical Decision Making and Cases by O. C. Ferrell, John Fraedrich, Ferrell, Cengage,
2012

56
 Cost Analysis for Decision Making

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232010 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

The course aims to understand and apply the tools and techniques of costing in manufacturing
and service sectors for managerial decisions.

Course Outcomes
At the end of this Cost Analysis for Decision Making course, students will be able to:
• Integrate the cost concepts in the managerial decisions
• Prepare the cost sheet to ascertain the cost of different cost objects
• Calculate the break-even point and apply the Cost-Volume-Profit analysis to the decision
• Use the cost data to compare and contrast the decisions involving alternative choices
• Prepare various budgets with respect to a manufacturing and service industry to aid in
the managerial decisions
UNIT I

Evolution of Cost and Management Accounting: Evolution of cost and management

accounting, The changing role of managerial accounting in a dynamic environment, Basic cost
concepts. Fixed, variable, semi-fixed, average costs and total costs, differential costs,
incremental costs, sunk costs, opportunity costs, relevant costs, irrelevant costs, imputed and
notional costs, inventoriable costs and non- inventoriable costs.

UNIT II

Cost Sheet and Preparation of Cost Sheet: Cost sheet and preparation of cost sheet, Product
costs, Cost accumulation and cost ascertainment, Cost accumulation of a job, Batch service and
process costing environment.

UNIT III

Cost-Volume-Profit Analysis: Calculation of break-even point, Applications of breakeven

point, Assumptions and limitations of break-even analysis, Target profit and contribution
analysis, Full costing versus variable costing, Activity based costing systems, Differences in
treating overhead costs in traditional vs activity based costing systems.

UNIT IV

Decisions Involving Alternative Choices: Decisions involving alternative choices, Adding or

dropping a product line, Make or buy, Acceptance of special orders, Pricing decisions.

57
UNIT V

Budgetary Control: Preparation of various budgets of a manufacturing service company,

Limiting factor analysis in budgetary control, Overview of budgetary control in not-for-profit
organizations, including the government budgets.

Text Books

1. Jain S. P and K.L. Narang- Cost Accounting Principles and practice, Kalyani Publishers,
2019
2. Dr. R. Prabhakar Rao, [Link], Dr. Shruti Gupta, Cost Accounting - Principles Practice
Sultan Chand publication, 2020
Reference Books

1. Charles T. Horngren, Srikanth M, Datar, Madhav V Rajan, Cost Accounting- a

Managerial emphasis, Pearson, 15/e, 2015
2. David F Hawkins, Kenneth A, Merchant Accounting- Text and Cases, Robert N
Anthony, TMH, 12/e, 2016
3. Hilton and Platt, Managerial Accounting- creating Value in a global business
environment, TMH, 9 /e, 2018

58
 Data Visualization with Tableau

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232023 SEC L T P C CIE TEE Total

0 0 3 1.0 60 40 100

Course Objectives:

The course aims in visualization practices of translating information into a visual context to
make data representation easier.

Course Outcomes:

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

• Demonstrate the main concepts of data visualization
• Assemble dashboard layout.
• Apply tools for data and interactions.
• Create ad-hoc reports, data visualizations, and dashboards using Tableau Desktop
• Publish the created visualizations to Tableau Server and Tableau Public

Unit I:

Introduction to Tableau: Course introduction, Dataviz best practices, Getting started with
Tableau Desktop, Connecting to the tutorial dataset, Creating the first charts, Filtering and
sorting data.

Unit II:

Creating Common Visualizations (bar charts, line charts etc.), Assembling a dashboard layout,
Using dashboard filter.

Unit III:

Transform the Data and Interactions, Dataviz best practices, Creating simple calculations in
Tableau

Unit IV:

Using Table Calculations, Interactivity with text and visual tooltips, Interactivity with actions
(filter, highlight, URL), Drilldown between dashboards

Unit V:

Data Storytelling: Introduction to data storytelling, creating a data story in Tableau, Overview
of the Tableau ecosystem, Further learning opportunities in Tableau.

59
Textbooks:
1. Lindy Ryan ,Visual Data Storytelling With Tableau , Pearson India, 2018
2. Ben Jones, Communicating Data with Tableau - Designing, Developing, and Delivering
Data Visualizations (Covers Tableau version 8.1) 1/e.

60
 Design Thinking

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232022 SEC L T P C CIE TEE Total

0 0 2 1 100 0 100

Course Objective

To enable the students to understand and apply different tools of design thinking and
strengthening their inter-personal and professional capabilities through team work principles

Course Outcomes
At the end of this Design Thinking course, students will be able to:
• Outline the concept of design thinking
• Identify and solve problems with human centric approach in a creative way.
• Implement design thinking principles in developing products or services.
• Create and test prototypes.
• Demonstrate moral principles during the exploration of teamwork opportunities, and
interpersonal skills.
UNIT I

Basics of Design Thinking: Background of design thinking, definition, uses and mindset,
Approach of design thinking, Concepts and resources

UNIT II

Processes and Tools of Design Thinking: Five-stage process, Visualization, Mind mapping,
Brainstorming.

UNIT III

Case Studies: Challenges best suited for design thinking, Introduction and implementation of
case studies applying design thinking process and tools.

UNIT IV

Applied Design Thinking: Problem identification, Empathy based problem definition, Ideation,
Group discussion and activities to encourage the understanding, Acceptance and appreciation of
individual differences

UNIT V

Prototyping and Testing: Building prototype, Prototype testing and iterations, Final
product/service presentation and evaluation.

61
Text Book

1. Jeanne Liedtka, Tim Ogilvie, and Rachel Brozenske, The Designing for Growth Field
Book: A Step-by-Step Project Guide (New York: Columbia University Press, 2014.

Reference Books

1. Thomas Lockwood, Design Thinking: Integrating Innovation, Customer Experience, and

Brand Value, 2009
2. The Art of Innovation, Tom Kelley Change by Design, Tim Brown

62
 INTERNSHIP / PROJECT

MBA I Year III Trimester School of Management

Code Category Hours / Week Credits Marks

A232024 PROJECT L T P C CIE SEE Total

0 0 8 4 60 40 100

Course Objective

The objective of Internship / Project is to introduce students to the organizational environment

and work culture. Internship /Project is to be done after the first year third semester. Duration
of Project is 6 weeks to 8 weeks.

After completion of Internship / Project students have to give weekly progress review to the
supervisor and present a final report and Viva

The following is the suggested checklist project report.

▪ Brief Introduction
▪ Review of Literature
▪ Research Gaps
▪ Research Questions
▪ Objectives of the Study
▪ Hypotheses
▪ Scope of the Study Period of the Study
▪ Sample Data Collection
▪ Primary Data
▪ Secondary Data
▪ Data Analysis and Interpretations
▪ Findings
▪ Suggestions
▪ Bibliography
▪ Appendices

The project report should clear plagiarism check conducted by the examination branch before
submission of the report. The acceptable percentage of plagiarism report is less than 30% for a
project report.
Students have to present two internal progressive seminars during the project and after the
submission of the report an external viva will be held by the university to give the grade as per
the university guidelines.

63
 DIGITAL BUSINESS MODELS
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A242001 DSE -I
2 0 0 2 60 40 100

Course Objective
To help students to understand digital economy, e-business and business models and to make
them understand digital business models and its tools
Course Outcomes
At the end of this course, the students will be able to
• Understand the digital economy, e-business and digital business models.
• Use digital business models’ tools used to rise of internet mega brands and how
companies use in the digital era.
• Understand how companies use digital business models.
• Practice decision-making process using digital business models
• Take up some of the case studies who are implementing the digital business models

UNIT I
Introduction: Digital economy and key concepts, The movement from ‘e-business’ to
digital business models, Key actors and stakeholders in the digital economy.
UNIT II
Digital Business Models: Introduction to digital business models. Digital business models
will be used as a tool to explain the rise of internet mega brands and how companies can
innovate in the digital era.
UNIT III
How Internet companies use digital business models: Concept of the Digital Business
Models to analyze how Apple, Google, Facebook, Amazon, and several other internet-era
incumbents are using digital business models to create, deliver, capture and defend value.

UNIT IV
Developers as the new Decision Makers: Discussion on how and why developers are
emerging as the new decision-makers.
UNIT V
Developers as the Engine of Digital Business Models: Discussion on how developers are
the engine of Digital Business Models and how companies from Amazon to Walgreens are
working with developers to create, deliver, capture and defend value.

64
Text Books

1. Digital Business Models: Driving Transformation and Innovation, AnnabethAagaard

(Editor),Kindle Edition, Palgrave Macmillan; 1st ed. 2019 edition (4 December 2018).
2. Digital Business Models: Concepts, Models, and the Alphabet Case Study, Bernd W.
Kindle Edition,1st ed. 2019 Edition

References

1. Haftor, D.M. (2015). Some Heuristics for Digital Business Model Configuration.
2. DiFenSE 2015 – Digital Business Innovation and the Future Enterprise Information
3. Systems Engineering, 27th International Conference on Advanced Information Systems
Engineering; 8 – 12 June, 2015, Stockholm, Sweden

65
 BUSINESS VALUATION & ANALYSIS

MBA II YEAR I TRIMESTER SCHOOL OF MANAGEMENT

Code Category Hours Credits Marks
L T P C CIE SEE Total
A242002 DSE - I
3 0 0 3 60 40 100

Course Objective:
This course aims at providing the conceptual knowledge of Valuation and the different
techniques and methods of valuation. Besides, the course enables the participants to apply
the methods to value both tangible and intangible assets.

Course Outcomes:
At the end of the course, the student will be able to

● Integrate the concepts and principles of valuation within the context of business
Valuation.
● Appreciate the purpose of the valuation from different perspectives
● Calculate and apply formulas relating to the business valuation
● Apply the relative valuation principles in business valuation
● Develop a general awareness of the principles of valuation of tangibles and
intangibles.

UNIT I:
Valuation Basics: Concept of value and understanding of value. Nature and scope of
valuation. Objectives of valuation. importance of business valuation. Myths about
valuation. Business valuation approaches, principles, and techniques of valuation.
Conceptual overview. Valuation approaches. Choice of approach. Fair market value.

UNIT II:
Purpose of Valuation: Mergers and acquisitions, sale of the business, Fundraising,
Voluntary assessment, Taxation, and Finance, Industry perspectives, Statutory
dimension, Society angle.

UNIT III:
Business Valuation Methods: Discounted cash flow techniques, Assumptions in the DCF
model, Value drivers and application of DCF Technique, Comparable transactions methods,
Market multiples methods. Economic value-added approach, Free cash flow to equity,
Dividend discount model, Net assets valuation, Relative valuation, Option pricing valuation
- overview

66
UNIT IV:
Relative valuation: Definition and description of relative valuation, Steps in relative
valuation, Market value, Market multiples, Wide application of relative valuation, Advantages
and limitations of relative valuation, Situations to use relative valuation

UNIT V:
Valuation of tangibles and Intangibles: Valuation of immovable properties; Plant,
equipment, vehicles, etc.

Text Books:

1. AswathDamodaran, The little book of Valuation, Wiley, 2/e, 2011,

2. Krishna G. Palepu, Paul M. Healy and Victor L Bernard, Business Analysis and
Valuation: Using Financial Statements, Cengage,3/e, 2015

Reference:

1. Nathan S. Goodwin, Business Valuation: The Most Complete Guide on How to Value a
Business Through Updated Financial Valuation Paperback 2023

67
 Talent Acquisition and Management

MBA II Year I Trimester School of Management

Code Category Hours/ Week Credits Marks

L T P C CIE SEE Total

A242003 DSE – I
3 0 0 3 60 40 100

Course Objective

The course aims to introduce the basic understanding of Talent acquisition practices like
human resource planning, recruitment& selection and employee engagement and retention.

Course Outcomes
At the end of this Talent Acquisition and Management course, students will be able to:
• Understand the role of Talent management in creating competitive advantage
• Prepare the job description and specification by conducting the job analysis and use the
appropriate methods for HR Planning.
• Choose the right methods for sourcing the applicants and conduct the interviews
• Identify the methods for employee engagement and retention strategies.
• Explore the emerging trends in talent acquisition practices

UNIT I
Introduction to Talent Management: Concept, Meaning, Objectives, Role of Talent
Management in Building Sustainable Competitive Advantage to a firm, Talent Vs.
Knowledge, Consequences of Failure in Managing Talent.

UNIT II
Talent Acquisition: Talent Acquisition: Job Analysis, Questionnaires, Interviews,
Developing Job Description and Job Specification, Attracting and Recruiting the Best
Talents.
HR Planning: Evaluation of Factors Effecting HRP, forecasting demand and supply of
talent.

UNIT III

Recruitment and Selection Process: Sources of Recruitment, Psychometrics, Use of

Assessment Centers, Selection Errors and Minimizing Selection Errors, Reliability and
Validity of Selection Tests, Choosing Suitable types of Interviews, Formulating a
Recruitment Strategy for Senior level Executives.

UNIT IV

Employee Engagement: Process and Outcomes of Employee Engagement, Ways of

achieving Employee Engagement, Career and Succession Planning, Developing Leadership
Talent.
68
Employee Retention: Comprehensive Approach to Employee Retention, Managing
Voluntary Turnover, Dealing with Job Withdrawal.

UNIT V

New paradigms in Talent Acquisition: Employer Branding, Candidate Experience,

Emotional Intelligence, Social Recruiting, AI and chatbots, Diversity and Inclusion, Equality
and Legal issues

Text Books

1. Gowri Joshi and Veena Vohra, Talent Management, Cengage Learning. 2018.
2. Dessler Gary, Varkkey Biju, Fundamentals of Human Resource Management,
Pearson Publication, 14/e, 2019.

Reference Books

1. Lance [Link], Dorothy R. Berger, Talent Management Hand Book, McGraw Hill,
2018.
2. K. Ashwathappa, Human Resource and Personnel Management, Tata McGraw Hill,
2017

69
 Consumer Behavior

II MBA I Trimester School of Management

Code Category Hours / Week Credits Marks

L T P C CIE SEE Total
A242004 DSE - I
3 0 0 3 60 40 100

Course Objective
The objective of the course is to provide key tools and frameworks for analyzing
consumer behavior in order to solve marketing problems

Course Outcomes
At the end of this Consumer Behaviour course, students will be able to:

1. Apply consumer behaviour concepts to marketing problems

2. Evaluate internal psychographic dimensions of consumers
3. Develop differentiated strategies for consumer markets on the basis of the
cultural and group influences
4. Analyze consumer decision making stages and deduce strategies
5. Develop differentiated strategies for consumer and organizational buyers
UNIT I
Introduction to Consumer Behavior: Introduction, consumer roles, consumer
perspective, segmentation, targeting and positioning, wheel of consumer analysis,
marketing strategy and consumers

UNIT II
Self-concept and Motivation: Psychographic dimensions, self-concept, perception,
theories of learning, motivation,

UNIT III
Attitude and Personality: Attitudes, change of attitude functions of attitude, attitude
models, personality, personality theories.

UNIT IV
Culture and Group dynamics: Characteristics of culture, sub-cultures, social class,
social factors, reference groups, reference group influences, family life cycle stages,
family influences, opinion leaders.

UNIT V
Consumer behavior models: Consumer involvement, Pre-purchase, purchase, post
purchase behaviour, Howard and Sheth, Nicosia and Engel and Blackwell model,
Miniard Model

70
Text Books

1. Kumar,LeonG,Schiffman,Joe,Wisenblit,[Link],ConsumerBehaviour,12/e,Pear
son,2018
2. [Link],TapanKumarPanda,ConsumerBehaviour,13/e,PearsonEducati
on,2020
3. Zubin Sethna,JimBlythe,ConsumerBehaviour,4/e,Sage, 2019

References
1. David L. Mothersbaurgh, DelI Hawkins [Link]., Consumer Behaviour, Building
Marketing Strategies, 13/e, McGraw Hill, 2019
2. Suja R Nair, Consumer Behaviour and Marketing Research, Himalayan
Publishing House, 2/e, 2015.

Journals

1. Journal of Consumer Research

71
 QUALITY MANAGEMENT

MBA II Year I Trimester School of Management

Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A242005 DSE - I
3 0 0 3 60 40 100

Course Objective
To identify quality as differentiator, learn and apply measurement of quality. To understand
applications of different methods of quality management.

Course Outcomes
After successful completion of this course, the student will be able to:
• Understand the various principles and practices of TQM to achieve quality.
• Use the various statistical approaches for Total Quality Control.
• Demonstrate the utility of TQM tools for continuous process improvement.
• Appreciate the importance of ISO and Quality systems.
• Make use of the concepts of TQM to solve a few case studies.

UNIT I
Introduction: Need for quality, Evolution of quality, Quality Control, Quality Management
and Quality Assurance, basic concepts of TQM, TQM Framework: Contributions by
Deming, Juran and Crosby. Dimensions of quality, benefits of quality and barriers.

UNIT II
TQM principles: TQM principles, Customer focus, Customer orientation, Customer
satisfaction, Customer complaints, Customer retention, Employee involvement: Motivation,
Empowerment.

UNIT III
Tools and Techniques I: The seven traditional tools of quality, new management tools. Six-
sigma: Concepts, methodology, applications to manufacturing, service sector including IT.
Benchmarking: Reason to benchmark and benchmarking process.

UNIT IV
Tools and Techniques II: Quality circles, Quality Function Deployment (QFD), Introduction
to Design of Experiments, Taguchi quality loss function, TPM, Cost of Quality and
Performance measures.
UNIT V
Implementation of TQM: Steps of TQM implementation, KAIZEN, 5S-projects, JIT,
POKAYOKE, robust design, ISO Standards and Case studies related to it

72
Text Books

1. Dale [Link] Field, etal., Total Quality Management, Pearson Education Asia, Third
Edition, Indian Reprint (2003).
2. Shridhara Bhat. K., Total Quality Management: Text and Cases, Himalaya Publishing
House (2017).

References

1. James R. Evans and William M. Lindsay, The Management and Control Quality, (6th
Edition), South-Western (Thomson Learning), 2005.
2. Oakland, J.S. TQM – Text with Cases”, Butterworth – Heinemann Ltd., Oxford, Third
Edition (2003).
3. Suganthi, Land Anand Samuel, Total Quality Management, Prentice Hall (India) Pvt
Ltd.(2006)

73
 INVESTMENT MANAGEMENT
MBA II Year I Trimester School of Management
Code Category Hours / Week Credits Marks
L T P C CIE SEE Total
A242006 DSE - II
3 0 0 3 60 40 100

Course Objectives:
The course equips the learner with investment analysis and investment process, process of
bond valuation, equity valuation models, fundamental & technical analysis and models of
Mutual Funds with various evaluation models.
Course Outcomes:
At the end of this course, the students will be able to
● Develop an awareness of the investment process &avenues
● Apply various techniques for construction of an efficient portfolio.
● Apply the bonds valuation principles.
● Evaluate techniques of securities for equity valuation.
● Evaluate mutual funds schemes by using in different models of mutual funds.
UNIT I:
Introduction to Investment: Investment, Speculation and Gambling, Features of
Investment, Investment Avenues, Investment Process. Concept of green bonds and carbon
credit.

UNIT II
Portfolio Analysis: Risk and Return Analysis, Markowitz Portfolio Theory, Mean, Variance
Approach, Portfolio Selection, Efficient Portfolios, Single Index Model, Capital Asset
Pricing Model, Arbitrage Pricing Theory

UNIT III
Bond Valuation: Classification of Fixed Income Securities, Types of Bonds, Interest Rates,
Term Structure of Interest Rates, Measuring Bond Yields, Yield to Maturity, Yield to Call,
Yield to Maturity, Holding Period Return, Bond Pricing Theorems, Bond Duration, Active
and Passive Bond Management Strategies, Bond immunization, Bond Volatility, Bond
Convexity

UNIT IV
a) Equity Valuation: Equity Analysis & Valuation, Equity Valuation Models, Relative
Valuation Techniques, Earnings Multiplier Approach, Valuation using P/E ratio, Price to
Book Value, Price/Sales Ratio, Economic Value Added Approach.
b) Fundamental Analysis, Technical Analysis, Efficient Market Hypothesis.

UNIT V
Performance Evaluation: Mutual Funds, Types of Mutual Funds Schemes, Structure, Trends
in Indian Mutual Funds, Net Asset Value, Risk and Return, Performance Evaluation Models
- Sharpe Model, Treynor Model, Jensen Model, Fama’s Decomposition.

74
Text Books:
1. Prasanna Chandra, Investment Analysis and Portfolio Management, 4/e, Tata McGraw
Hill, 2017.
2. Kevin S, Security Analysis and Portfolio Management, 2/e, PHI, 2015.

References:
1. William F. Sharpe, Gordon J Alexander& Jeffery V Bailey, Fundamentals of
Investments, 3rd Edition, Prentice Hall, 2000.
2. ZVI Bodie, Alex Kane, Alan J Marcus &, Pitabas Mohanty, Investments, 11/e, McGraw
Hill, 2019.
3. Donald E Fischer, Ronald J Jordan, Security Analysis and Portfolio Management, 6/e,
Pearson, 2012.

Journals
1. The Journal of Portfolio Management.
2. International Journal of Investment Management

75
 Performance Management
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A242007 DSE – II
3 0 0 3 60 40 100

Course Objective
The course aims to provide fundamentals of performance management system development
and strategic planning

Course Outcomes
At the end of the Performance Management course students will be able to:
• Recognize the role of performance management in an organization.
• Categorize alternative models and perspectives of performance assessment
• Exercise judgment in measuring performance
• Understand the applications of Performance Management data for employee
development.
• Evaluate performance and reward management systems

UNIT I
Introduction to Performance Management: Aim and role of the performance management
system, Performance management vs. Performance appraisal, Characteristics of an ideal
system, Performance management process, Consequences of poorly implemented
performance management system.
UNIT II
Performance Management and strategic planning: Linking performance management to
the strategic plan, Alternative models for assessing performance, Balanced score card, Legal
and ethical perspectives in performance management
UNIT III
Performance Management System Implementation: Determinants of performance,
Approaches to measuring performance, Diagnosing the causes of poor performance,
Measuring results and behaviours, Gathering performance information, Implementing
performance management system, Avoiding rater errors.

UNIT IV
Performance Management and Employee Development: Personal developmental plans,
Direct Supervisor’s Role, Coaching, Coaching styles, Coaching process, Performance
review meetings, Managing team performance, Using performance management system data
for HR Decisions and performance improvements.

76
UNIT V
Management of Rewards: Traditional and Contingent Pay (CP) plans, Reasons for
introducing CP, Putting pay in context, Pay structures, Components of reward management,
Linkage of performance management to reward.

Text Books

1. Herman Aguinis, Performance management, 3e, Pearson, 2018.

2. Kandula Srinivas R, Competency-Based Human Resource Management. India, PHI
Learning, 2013.

Reference Books

1. Soumendra Narian Bagchi, Performance Management, 2e, Cengage Learning 2013

2. Rao, T.V., Performance Management and Appraisal Systems, 2004, Sage publication.

77
 SERVICES MARKETING
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A242008 DSE – II
3 0 0 3 60 40 100

Course Objective
The purpose of this course is to acquaint the students with the unique challenges faced by
service marketers and augment skills and thinking for marketing of services
Course Outcomes
At the end of this Services Marketing course, students will be able to:
• Develop marketing strategies for service products
• Design customer relationship strategies for service customers
• Exhibit the skills required for designing services and process
• Design competitive pricing and delivery strategies for services
• Make optimal decisions on service promotion and service landscape strategies

UNIT I
Introduction to Services Marketing: Service economy, Globalization of Services, Service
Characteristics. Classification of Services, Tangibility Spectrum, services management
triangle, Services marketing mix, Sectoral perspective of services (Travel and tourism,
Healthcare, retail, telecom, banking, insurance).

UNIT II
Consumer perspective: Understanding and Managing Customer Service Expectations,
Zone of Tolerance, Factors that Influence Consumer Perception of Service

UNIT III
Service Design: Moment of truth, Designing the Service, New Service Development Stages, Flower
Model of Service, Planning a Service Process, Service Blue Print, Managing Demand and Capacity
in services, Service Encounters, Gaps Model, SERVQUAL

UNIT IV
Pricing, people and delivery: Service Pricing Approaches and Strategies, Service Delivery,
Employee Role in Services, Service Profit Chain, Customer's Role in Service Delivery,
Strategies for Enhancing Customer Participation.

UNIT V
Service Promotion and Physical Evidence: Setting Communication Strategies for services,
Meeting Customer Defined Service Standards, Physical Evidence and the Servicescape, Promotion
of services.

78
Text Books

1. Valarie Ziethaml, Mary Jo Bitner, Dwayne Gremler, Services Marketing – Integrating

customer focus across the firm, 7/e, McGraw Hill, 2018.
2 Jochen Wirtz, Christopher Lovelock, Essentials of Services marketing, 3/e, Pearson,
2017.
3. Vinnie Jauhari, Kirti Dutta, Services Marketing- Text and Cases, Oxford University
Press, 2017.
References

1. Douglas Hoffman, E.G. Bateson, Services Marketing, Concepts,

Strategies and Cases, 5/e, Cengage Learning, 2017.
2. Ramneek Kapoor, Justin Paul, Biplab Halder, Services Marketing: Concepts
and Practices, Tata McGraw Hill Education, 2011.
3. Wirtz Zotchen, Christopher Lovelock, Chatterjee Jayanthaa, Services
Marketing, People, Technology, Strategy, 8/e, Pearson, 2017.

79
 SUPPLY CHAIN MANAGEMENT
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A242009 DSE – II
3 0 0 3 60 40 100

Course Objective
To develop competency to visualize supply chain network from raw material to end user. To be able
to drive the organization to be leader in domain of SCM at the operational level
Course Outcomes
At the end of the course students will be able to
• Establish the objectives of a supply chain
• Design and develop appropriate distribution network.
• Use the right forecasting technique and able to foresee errors in it.
• Plan and manage various inventory models.
• Plan and design a transportation network for different products.

UNIT I
Understanding supply chain: Objectives and importance of supply chain decisions,
decision phases in a supply chain, process view of a supply chain. Supply chain
performance, supply chain drivers and metrics: facilities, inventory, transportation,
information, sourcing

UNIT II
Supply chain design: Designing distribution network and application to e-business; role of
distribution in a supply chain, factors affecting distribution network, E-business and
distribution network, distribution network in practice, case studies on SC design.

UNIT III
Demand forecasting in a supply chain: Demand forecasting in a supply chain: role of
forecasting in a supply chain, components of forecasting and forecasting methods, time
series methods, measures of forecasting errors, role of IT in forecasting

UNIT IV
Planning and managing inventories in a supply chain: Planning and managing
inventories in a supply chain: managing economies of scale, role of cycle inventory,
economies of scale, and quantity discounts, role of safety stock, determining the appropriate
level of safety stock, impact of replenishment policy

80
 UNIT V
Designing and planning transportation network: Role of transportation in supply chain,
modes of transport, making transportation decision in practice, role of sourcing, third- and
fourth-party logistics providers, supply selection, supplier assessment, auctions, and
negotiations, contracts

Text Books

1. Sunil Chopra and Peter Meindl, Pearson education, 6th edition, 2016
References

1. D K Agrawal, Textbook of Logistics and Supply Chain Management, MacMillan2003,

1st Edition.
2. G Raghuram & N Rangaraj, Logistics and Supply Chain Management-Cases and
Concepts, MacMillan, 2000.
3. Martin Christopher, Logistics & Supply Chain Management: Creating Value-Adding
Networks, FT Press.
4. Janat Shah, Supply Chain Management: Text and Cases, 1st Edition, Pearson

81
 FINANCIAL MARKETS & MICRO FINANCE

Code Category Hours / Week Credits Marks

A242010 L T P C CIE TEE Total

Elective -I
3 0 0 3 60 40 100

Course Objectives:
Course is aimed at studying the fundamentals of financial markets and financial
instruments. The course emphasizes on the Practical application of financial instruments,
Understand and apply the micro finance in the Indian context.

Course Outcomes:
At the end of this course, students will be able to:
• Describe the financial markets & structure
• Analyze the money market instruments.
• Explain the elements of capital market
• Understand the concept of Micro finance and its Evaluation
• Evaluate the models of microfinance across the world.

UNIT I
Financial System Overview: Structure of the Indian Financial System, legal and
Regulatory framework, Components -of financial markets and institutions
UNIT II
Money market: features of money markets, importance of money market. Instruments -
Treasury bills, Commercial bills, and promissory notes in the bill market. Commercial
papers, Certificate of deposits

UNIT III
Capital Market: Function - organizations - Elements - (shares, debentures, bonds, mutual
funds, Debt market - Equity market (SEBI) and secondary market (NSE).
UNIT IV
Introduction to Microfinance: Origin of Microfinance, Evolution of Microfinance in India,
Nature of Microfinance, Scope of Microfinance, Role of Microfinance in Poverty
Alleviation, Principles of Microfinance.
UNIT V
Micro-Finance Institutions: Sources of Micro Finance, Micro Financial institutions,
Characteristics of MFIs, Objectives of MFIs, Microfinance Credit Lending Models:
Association Model, Community Banking Model, Co-operative Model, Self Help Group
(SHG) Model.

82
 Text Books
1. M.Y. Khan, “Indian Financial System: Theory and Practices”, Tata McGraw Hill,
10/e, 2017,
2. Pathak Bahrathi, “Indian Financial System, Pearson Education, 5/e, 2018,

Reference

1. Bhaskaran, Microfinance - Perspectives and Operations, Macmillan Education, 2/e, 2017

83
 CORPORATE TAXATION

MBA II YEAR I TRIMESTER School of Management

Hours /
Code Category Credits Marks
Week
L T P C CIE TSEE Total
A242011 Elective-I
3 0 0 3 60 40 100

Course Objectives:

The course aims at the computation of Tax for business, assessment procedure and
calculation of capital gains. It provides the basic knowledge of GST.
Course Outcomes:
At the end of this course, students will be able
● To know the importance of income tax in the companies
● To apply the general principles of for computation of business income
● To implement the strategies for computation of capital gains
● To analyze the tax return and assessment of tax return
● To describe the GST impact on goods in the present world.

UNIT I
Introduction: Basic Concepts, Assessment year, Previous year, Person, Assessee, Income,
Gross Total Income, Total Income, Capital Asset, Capital Receipts Vs Revenue Receipts,
Capital Expenditure Vs Revenue Expenditure, Residential status and Tax incidence,
Incomes exempt from tax.

UNIT II
Business Income: Computation of Profits and Gains of Business or Profession, General
Principles, Deductions and Allowances, Deemed Profits, Income from undisclosed
sources, Valuation of stock.

UNIT III
Computation of income from capital gains: Meaning of Capital Assets, types of capital
assets, transfer, cost of acquisition, cost of improvement, selling expenses, Indexation of
cost, treatment of advance money received, exemptions, Practical problems. Computation
of income from other sources: Specific Income, deductions, grossing-up, practical
problems.

UNIT IV
Assessment procedure of income tax: Income Tax Authorities, Appeals and
Procedures of Assessment, Form of Tax returns, submission of tax returns and PAN.
(Theory only).

84
 UNIT V
Set off of losses: Intra-head Set Off, Exceptions, Inter-head set off, carry forward of
losses-from house property, Speculative and non-Speculative Business Loss, Capital
losses.

Text Books:
1. Vinod K. Monica Singhania: Students' Guide to Income Tax Including GST, Taxman
Publications, 68/e, 2022.
2. Dr.H.C. Mehrotra, Dr.S.P. Goyal: Corporate Tax Planning and Management, Sahitya
Bhawan Publication, 20/e, 2022.
References:
1. H C Mehrotra, Prof. V.P. Agarwal: Income Tax & GST, Sahitya Bhawan Publications,
63/e, 2022
2. Government of India- Income Tax Manual.
3. Dr Girish Ahuja, Dr Ravi Gupta: Simplified Approach to Income Tax, Flair Publications
Pvt Ltd, 2021.

85
 Leadership
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A242012 Elective-I
3 0 0 3 60 40 100

Course Objective
The course aims to introduce concepts of leadership approaches, models, strategic
leadership and the process to develop junior leaders.
Course Outcomes
At the end of the Leadership course students will be able to:

• Understand the role and process of Leadership

• Explain various styles and the structures of Moral Leadership.
• Study various models of Leadership and EI
• Illustrate the importance of leading teams and change
• Explain the contemporary issues pertaining to Global Leadership.

UNIT I
Introduction to Leadership: Leadership, role and functions of a leader, Leadership
motives, Leadership as a process - Complexities of leadership, Leadership and power,
coercion.

UNIT II
Leadership Skills: Creativity, Strategy, Planning and Goal Setting, Leadership and
Systems Thinking, Values, Culture building, Leadership behaviour and styles – Lewin’s
Leadership style, Ohio state leadership study.

UNIT III
Leadership models: leader-member exchange theory- LPC model, perspectives on
change: contingency, resource dependency, Role of EI in Leadership, Goleman’s EI
performance model

86
 UNIT IV
Strategic Leadership: Leadership Diversity, Leading Teams, Developing vision and
direction, Leading learning organizations, Development planning and leading change,
Startups, Lifecycle and Leadership choice.

UNIT V
New paradigms in Leadership: Global leadership and Global career, Contemporary
issues in Leadership- Challenges, Trust, The Big Five ideas, Authentic leadership,
Transformational leadership (GE and Toyota) ,Seven transformations of leadership.

Text Books

1. Northouse, P.G., Leadership: Theory and practice, Sage Publications, 2018

2. Warren Bennis, On Becoming a Leader, Perseus Books Group, 2009.

3. Edgar H Schein, Organizational Culture and Leadership, 5/e, John Wiley & Sons, 2017

Reference Books

1. Thomas, R.J., Crucibles of leadership: How to learn from experience to become a great
leader, Harvard Business Press Systems, Sage Publication, 2008

2. Peter F Drucker, HBR’s 10 Must Reads on Leadership, Harvard Business Review Press,
2011.

3. William E. Rosenbach, Robert L. Taylor and Mark A. Youndt: Contemporary issues in

Leadership, 7e, 2018.

87
 RURAL MARKETING
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242013 Elective-I L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objective
The course explores rural consumer behavior in India and studies initiatives of
marketers in rural India.
Course Outcomes
• Appreciate nuances and heterogeneity of rural India
• Understand rural consumer
• Appreciate challenges for rural marketers
• Design effective rural marketing strategies
• Understand role of IT in rural India

UNIT I
Rural India Environment – Agrarian economy, Infrastructure, Government initiatives,
Defining rural markets, Opportunities for marketers, Heterogeneity, Evolution of rural
marketing
UNIT II
Understanding the rural consumer – Socio-cultural factors, Purchase influencers,
Segmentation, Role of market research

UNIT III
Rural Marketing Mix (4As) – Acceptability, Affordability, Availability and
Awareness; Challenges for marketers in understanding rural marketing mix context

UNIT IV
Customizing marketing mix for rural markets – Product strategies (product development,
branding, fake products); Pricing challenges (innovations by marketers); Distribution
(infrastructural constraints, typical distribution channels, rural-centric channels);
Communication strategies (rural media habits, reach of different media, effective rural
communication, non-traditional media options, rural communication specialized agencies)

UNIT V
Services in rural markets – marketing of different services (banking, insurance,
FinTech, telecom, healthcare), role of IT

88
Text Books

1. Pradeep Kashyap; Rural Marketing; 3rd Edition, Pearson, 2016

2. Sanal Kumar Velayudhan, Rural Marketing: Developing the Non-Urban Consumer; 3rd
Edition, Sage Publications, 2022
3. C S G Krishnamacharyulu, Rural Marketing: Text and Cases; Lalitha Ramakrishnan; 2nd
Edition, Pearson

References

1. Business Today magazine

89
 BRAND MANAGEMENT
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242014 Elective-I L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objective
Course objective of Brand Management is to make the student understand the various branding
strategy of the companies to create an overall image of the company’s brand in the market.

Course Outcomes
At the end of the course, the students will be able to
• Give an overview of branding.
• Develop a brand using branding models.
• Use the appropriate framework to position a given brand and elucidate brand equity.
• Apply appropriate brand extension strategies to enhance the brand value.
• Assess brand performance and personality

UNIT I
Introduction to Branding: Concept of brand, significance and objectives of branding, planning
and implementing brand program, Pioneer brand advantage, Branding: Emerging challenges and
opportunities, Branding strategies.

UNIT II
Brand Identity: Brand Identity, developing brand identity, brand identity structure, Brand
associations Brand awareness & Brand Image, brand failures, co-brands, store brands, Cult
branding launching new brands

UNIT III
Brand Positioning and Equity: Brand positioning and repositioning strategies, establishing
brand values, Advertising and brand building, Brand promotion methods, Brand equity: types of
brand equity: cost based, price brand and customer- based brand equity, need for measuring
brand equity, Keller’s CBBE Model, brand equity–Issues.
UNIT IV
Brand Extension: Brand extension: Factors influencing brand extension decisions, Managing
Growth through Brand Extensions, Re-branding- Revitalization.

UNIT V
Brand Performance: Measuring and interpreting brand performance, the role of brand
ambassadors in creating brand image and improving brand performance, Portfolio management,
Portfolio valuation

90
Text Books

1. Kevin Lane Keller, Strategic Brand Management, Pearson Education, India.2015

2. David A Aaker, Managing Brand Equity. The free Press. 1991,
3. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.

References

1. Kirti Dutta, Brand Management: Principles and Practices, 2012, Oxford University Press.
2. Mahim Sagar, Deepali Singh, D.P. Agarwal, Achintya Gupta, Brand Management Ane
Books Pvt Ltd , 2009.
3. Mathur, U.G. Brand Management– Text and Cases, Macmillan India Ltd. 2006.
4. Aarsh V. Varma, Brand Management , Excel Books 2007
5. David Aaker, Managing Brand Equity, Free Press, 2009
6. YLR Murthy, Brand Management: Indian Cases, Vikas, New Delhi
7. Chunawala, S.A., Compendium of Brand Management, Himalaya Publications House,
2004.
8. Michael Beverland. Brand Management- Co Creating Meaningful brands. SAGE
publications

91
 MANUFACTURING PRACTICES
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242015 Elective-I L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objective
This subject imparts the general manufacturing practices which are required to appreciate the
existing and evolving manufacturing practices in the core engineering domains. This subject
gives birds eye view to interface with all the engineering disciplines. The subject is of need-
based expansion of knowledge skills. The syllabus has practice and exploring sessions in various
workshops as part of tutorials.

Course Outcomes
At the end of the course students will be able to
• Demonstrate the relevance and basics of Manufacturing methods.
• Appreciate the various Advanced manufacturing methods.
• Analyze the integration of electrical and electronics engineering with
manufacturing methods.
• Analyze the various carpentry and welding methods.
• Evaluate the characteristics of world manufacturing organizations
UNIT I
Manufacturing Methods: Introduction to Casting Methods, Metal Forming Processes,
Machining Processes, Joining by Welding Process

UNIT II
Advanced Manufacturing Methods: Advanced Machining Processes, Advanced Welding
Methods, CNC Machining, Additive Manufacturing, Fitting Operations, Power Tools

UNIT III
Electrical and Electronics Engineering: Electrical Engineering: materials, tools and
instruments, symbols and safety. Electronics Engineering- tools, soldering, de-soldering,
instruments, components, integrated circuits and PCBs

UNIT IV
Carpentry and Welding Practices: Pattern Making Practice, Plastic Processing Practice, Glass
Cutting Practice, Mould Making Practice, Casting Practice, Welding Processes, Welding
Process, Gas Welding, Arc

92
UNIT V
Introduction to World Class Manufacturing: W or l d class organizations: Meaning of
worldclass.,competitiveness and Performance measures, Criteria for world class organizations in
manufacturing
Part-II: Workshop Practice on Machine Shop, Fitting Shop, Carpentry Shop, Electrical and
Electronics Shop, Welding Shop, Casting Shop, Smithy Shop, Plastic Moulding and Glass
Cutting Shop
Tutorials: Work Shop labs, demonstration of skill sets and industry Visits

Text Books

1. Singal R.K. (2018). Manufacturing Practices (Work Shop Practice), SK Kataria & Sons.
2. Philip D. Rufe, (2013), Fundamentals of Manufacturing.
3. Mikell P Groover. (2020). Fundamentals of Modern Manufacturing: Materials,
Processes, and Systems.
4. Sahay B.S., Saxena KBC and Ashish Kumar, (2000), World Class Manufacturing–
Strategic Perspective, MacMillan Publications, New Delhi

References

1. Marcus Alfred. (2011). Management Strategy: Achieving sustained competitive

advantage, McGraw-Hill Publishers.
2. Pascal. D (2007), Lean production simplified, 2nd Edition, Productivity Press.
3. Besterfield, D.H.(1999), Total Quality Management, Pearson Education.
4. Ron Moore (2001). “Making Common Sense Common Practice – Models for
manufacturing Excellence, Butterworth-Heinemann Ltd

93
 DIGITAL FINANCE
MBA II Year I Trimester School of Management
Code Category Hours / Week Credits Marks
L T P C CIE TSEE Total
A242016 Elective-II
3 0 0 3 60 40 100

Course Objectives:

The course aims at developing a basic understanding and application of Fitntech, Crypto
currencies Bitcoins & also introduces the concept of block chain technology, Regtech, Robo
Advisors, chatbot, Cyber security and Cyber-attacks.

Course Outcomes:
At the end of this course, students will be able to
● Develop an awareness of FinTech, its development and its impact on the digital
financial services.
● Understand the working of Crypto currencies and Bitcoin.
● Develop a conceptual understanding of Block chain Technology and its
applications.
● Examine the ecosystems of the RegTech, Open Banking and InsurTech.
● Understand Robo-advisors, Chabot, Cyber security and Cyber-attacks.

UNIT I
Fintech Introduction: Introduction to Fintech, History and Evolution of Fintech, Elements of
the Fintech Ecosystem, Types of Fintech services and applications, Fintech Users, Benefits of
Fintech for Personal Finance Management.

UNIT II
Cryptocurrencies: Introduction to Cryptocurrency, History, Traditional Currencies vs.
Cryptocurrencies, how Cryptocurrency works, benefits of cryptocurrency and how to buy, store.
Cryptography, meaning. Bitcoin vs. Ethereum, Cryptocurrency Fraud and Cryptocurrency
Scams, Safety of cryptocurrency, safe ways to invest in cryptocurrency and future of
cryptocurrency.

UNIT III
Blockchain Technology: Introduction to the Blockchain, key elements of blockchain
technology: Distributed ledger technology, Immutable records and Smart contracts. How
blockchain works, Benefits of blockchain, Types of blockchain networks, Blockchain security,
Blockchain use cases and applications, Blockchain for industries.

UNIT IV
RegTech: Introduction and history, main functions of regtech, Characteristics of RegTech,
RegTech Applications and RegTech companies, Open Banking: Introduction to open
banking, advantages and risk.
InsurTech: Introduction, its impact on insurance industry, solutions to the challenges of
insurance tech , Innovations in insurtech and Insurtech Companies.
94
UNIT V
Robo-advisors: Introduction about Robo advisors, advantages and limitations.
Chatbot: Definition, Types, Pros & Cons.
Cybersecurity: Introduction to Cybersecurity, Types of Cyber Attacks, Security for Fintech
services.

Text Books:
1. Fabian Schar, Aleksander Berentsen: Bitcoin, Blockchain, and Cryptoassets- A
Comprehensive Introduction, MIT Press, 2020.
2. The FinTech Book-The financial technology Handbook for Investors, Entrepreneurs and
Visionaries, Susanne Chishti & Janos Barberis, Wiley, 2016.
References:
1. Richard Hayen, FinTech: The Impact and Influence of Financial Technology on
Banking and the Finance Industry, Kindle Edition, 2016.
2. The InsurTech Book: The Insurance Technology Handbook for Investors,
Entrepreneurs and FinTech Visionaries, Author(s): Susanne Chishti, Janos Barberis,
Wiley, 2018.
3. Satoshi Nakamoto, Bitcoin: A Peer-to-Peer Electronic Cash System, 2008.

95
 FINANCIAL PLANNING AND CONTROL

MBA II Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A242017 Elective-II L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objectives:
The course provides a working knowledge of financial planning and enables them to use financial
information in their personal and corporate careers. The second objective is to enable students to
analyze the financial data to plan for savings, investment, and personal wealth maximization.
Course Outcomes

At the end of the course, the students will be able to

• Write a simple financial plan for an individual
• Analyze the financial performance of a for-profit or not-for-profit organization
• Advise on the suitability of different financial products
• Evaluate various investment avenues available for an investor.
• Develop /Design appropriate risk-return positions at various life cycles stages

UNIT I
Financial Planning: Concept. Steps in financial planning. Basic Concepts in Financial
Planning: Time value of money. Diversification- Spreading risk. Investment timing.

UNIT II
Analyzing the financial performance: Elements of the Balance sheet, the income and expenses
statement. The budget and the factors to be considered in the budget preparation.

UNIT III
Financial Products for savers: Savings Versus Investment. Product options for savers.
Savings Accounts, Fixed Deposits, Mutual Funds, Money market Mutual funds, and government
treasury bills.

UNIT IV

Financial Products for Savers and Investors: Equity Shares, Preference Shares, and Types -
Debentures and Bonds, Mutual funds, Real estate, commodities, Metals, Art, and Collectibles.

UNIT V
Psychographic and life-cycle of the investors: The five personalities, Risk-Return Tradeoffs for
Investors, Risk return position at various life cycle stages, Tax Central taxes, Planning:
Strategies for reducing State/Central tax.

96
 Competency Management
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242018 Elective-II L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objective
The course aims to enable students to understand the fundamentals of Competency Management
and various models that relate to the development of the firm.

Course Outcomes
At the end of this Competency Management course, students will be able to:
• Identify various types of competencies.
• Apply models of competency for behavioral indicators
• Know the application of competency mapping at different levels.
• Explore attributes of competency development.
• Relate the competency mapping for HR activities

UNIT I
Introduction to Competency: Concept, Significance and characteristics of competency, Core
Competency, Competency versus competence, Types of competencies.

UNIT II
Competency framework - Development of Competency Framework, Lancaster model of
managerial competencies, Understanding job positions, Data collection instruments for job
descriptions, Validation of the competency model after data gathering, Stages in design and
implementation of the competency model, BEI for Competency Mapping

UNIT III
Competency Mapping – Purpose and benefits, Competency mapping at different levels -
Corporate companies/institutions level, HR interview level, and Individual level. Methods of
Mapping – Assessment Centers, Questionnaire method, Psychometric tests etc.

UNIT IV
Competency Development- Studying job processes and environment, Studying attributes of
star performers, Strategy structure congruence, Creating competitive advantage, Competency
Map using Competency Matrix.

UNIT V
Competency-based HRM - Using Competency maps for Competency profiling - Job
competency profiling, Role competency profiling, Functional competency profiling,
Competency-based selection, Performance management system, Competency driven career
planning, Competency linked remuneration,
97
Text Books

1. Seema Sanghi,. The Handbook of Competency Mapping: Understanding, Designing and

Implementing Competency Models in Organizations, 2/e, Sage Publications Pvt. Ltd,
2012.
2. Sudhir Warier, Competency Management – A Practitioner's Handbook, Notion Press,
2019
Reference Books

1. Sharma, Radha, 360-degree feedback, competency mapping & assessment centers, R.

Tata McGraw Hill, 2003.
2. Steve Whiddett & Sarah Hollyforde, The Competencies Handbook, Jaico Publishing
House, 2005.

98
 RETAIL MANAGEMENT
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242019 Elective-II L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objective
The course enables the students to understand different aspects of frontend and
backend retail store operations.

Course Outcomes
• Place retailing in marketing context
• Decide on store locations
• Plan merchandise buying
• Apply category management and merchandise promotion plans
• Design store atmospherics

UNIT I
Introduction – Functions of retailers, Types of retailers, Formats (store – and non-store based),
Multichannel Retailing, Omnichannel retailing, Franchising, Indian retail scenario

UNIT II
Location – Shopping Centres, Freestanding sites, Malls, Factors in deciding store locations,
Trade Area, Site selection

UNIT III
Merchandise Planning and Merchandise Buying- Merchandise categories,
Types of merchandising, Control systems for different merchandise, Brand
alternatives, Sourcing merchandise, Vendor selection and Negotiations, Vendor
evaluation

UNIT IV
Retail Operations – Store layout and design, Types of layout, Planogram, Category
Management, Promoting merchandise, Store promotion, Pricing

UNIT V
Store Atmospherics – Visual merchandising, Use of fixtures and props, Creative
presentation of merchandise, Creating attractive store atmosphere – sensory
appeal

99
Text Books

1. Barry Berman, Joel R Evans; Retail Management: A Strategic Approach; 13th Edition,
2017, Pearson
2. Michael Levy, Barton Weitz, Dhruv Grewal, Retailing Management; 11th Edition,
McGraw-Hill, 2022
3. Prashant Chaudhary; Retail Marketing in Modern Age; Sage; First Edition, 2016

References

1. [Link]

100
 AGRI MARKETING
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242020 Elective-II L T P C CIE TSEE Total

3 0 0 3 60 40 100
Course Objective
The course sensitizes students to the role of agriculture in the economy and enables them to
appreciate the context for marketing of agri inputs, agri-equipment, agri-output and rural
financing
Course Outcomes
At the end of this course, students will be able to
• To understand Indian agricultural scenario
• To analyze eco system for marketing of agri-inputs
• To analyze market of agri-equipment
• To analyze marketing of agri-output
• To understand rural financing
UNIT I
Indian Agriculture - Role and nature, Crops and Cropping Patterns, Production, Green
Revolution, Role of Planning Commission and NITI Aayog, Food Security, Organic Farming

UNIT II
Agri-Inputs Marketing – Seeds; Pesticides; Fertilizers – Procurement, Distribution

UNIT III
Marketing of agri-equipment – Tractors, Tillers, Planters, Harvesters, Cultivators

UNIT IV
Agri-Output Marketing – Regulated markets, Co-Operative Marketing, Farmers’ Producer
Organizations, Haats, Mandis, Contract Farming, Public Distribution System, e-Choupal, e-
NAM, Role of government institutions (FCI, CWC, Nafed, Apeda, NIAM)

UNIT V
Agri-Financing – NABARD, RRBs, Microcredit, Kisan Credit Cards, Microfinancing

Text Books
• A N Agrawal and M K Agarwal; Indian Economy: Developmental Problems and Policies;
New Age International Publishers, 2022
• S K Misra, V K Puri& Bharat Garg; Indian Economy; Himalaya Publishing House; 2022
• Balram Dogra & Karminder Ghuman; Rural Marketing: Concepts and Practices;
McGraw Hill
• K S Habeeb Ur Rahman; Rural Marketing in India; Himalaya Publishing House
References

• Manorama Year Book

101
 DESIGNING OF SERVICES
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242021 Elective-II L T P C CIE TSEE Total

3 0 0 3 60 40 100

Course Objective
To understand different workflow services to deliver better customer service. To employ service
principles as key result area for industries

Course Outcomes
At the end of the course students will be able to
• To understand service as a process.
• To understand role of technology in service design.
• To evaluate the issues in service and supply relationships
• To understand process as flowchart and design a service.
• To analyze the buyer decision making process and appreciate relationship marketing

UNIT I
Service Strategy: Strategic Service Vision, Competitive Environment of Services, Competitive
Service Strategies. Overall Cost Leadership, Differentiation & Focus approaches. Winning
Customers in the Marketplace: Qualifiers, Service Winners and Service Losers

UNIT II
Service Quality: Service Quality, Dimensions of Service Quality, Gaps in Service Quality,
Measuring Service Quality, SERVQUAL. Quality Service by Design, Incorporation of Quality
in the Service Package, Management of technology in service design
UNIT III
Service Supply Relationships: Supply Chain Management, Network Model, Managing
Uncertainty, Service Supply Relationships, Customer-Supplier Duality, Managing Service
relationships, Outsourcing Services, Benefits and risks of Outsourcing Services, Classification of
Business Services

UNIT IV
Service Design Principles: Basics of Service Design, Holistic Service Design, Service Design
and Overall Business Change, Work flow and Process flow, scope and Flow of Service Design,
Value to the Business, UX-User experience design and management, mission criticality in
hospitals and other service sectors

UNIT V
Customer in Service Industry: Buyer Characteristics, Buyer Decision-making Process (EKB
Model), Customer Involvement in Service Process, Relationship Marketing, Evolution of
Relationship Marketing. 7-S Framework

102
Text Books

1. Deborah (2008), Competitive Strategies for Service Businesses, New Delhi, Jaico.
2. Fitzsimmons & Fitzsimmons (2006), Service Management, Tata McGraw-Hill

References

1. Haksever, etal, (2006), Service Management and Operations, Pearson Education.

2. Hollins (2007), Managing Service Operations, Sage Publications.
3. Johnston & Clark (2009), Service Operations Management, Pearson Education

103
 RISK MANAGEMENT
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242022 Open L T P C CIE TSEE Total

Elective-I 1 0 0 1 60 40 100

Course Objective
To understand various pitfalls of different activities employed by the organization. To
continuously observe, evaluate and mitigate the risks. To maintain the risk data base for the
organization

Course Outcomes
After successfully completing this course students will be able to:
• Assimilate the principles of risk and risk management.
• Analyze the risk strategy process
• Evaluate the various risk models
• Evaluate risk control and risk finance mechanisms
• Appreciate risk management performance
UNIT I
Principles of Risk and Risk Management: Concepts of Risk and Risk Management, Risk
management standards, Enterprise risk management, Introduction and Identification of Risk
assessment, risk analysis and Risk responses, risk treatment, evaluation

UNIT II
Practice of Risk Management: The global business environment, Risk strategy and
framework, Risk culture, appetite and tolerance, Risk and organizations, Risk assurance and
reporting, Case studies in organizational risk management

UNIT III
Risk Assessment: Types and sources of risk information, Risk identification techniques,
Qualitative risk analysis and risk modelling, Presenting risk assessment information, Using risk
assessment information

UNIT IV
Risk Treatment and Risk mitigation: Introduction to risk treatment, Evaluating and selecting
risk control g on risk controls, Risk financing mechanisms, Risk mitigation-steps and control
mechanism

UNIT V
Risk, Governance and Culture: Corporate governance, risk oversight, internal control and
assurance, Strategic planning and Risk management, Risk perception and human behavior,
Human behavior factors and risk perception. Risk culture, business ethics and organizational
change

104
Text Books

1. Pritchard Carl L, T&F India. (2014). Risk Management and Concepts and Guidance,
Auerbach Publications.
2. Prantik Mitra. (2020) Risk Management Basics: Uncertainty, Perils, Hazards and the Risk
Management Process, Notion Press

References

1. Robert Kaplan, Condeleezza Rice etal, (2020), HBR 10 must reads on managing Risk,
HBR.
2. Perils, Hazards (2020), Risk Management Basics: Uncertainty, Scholarly article.

105
 Personal Effectiveness
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A242023 Open L T P C CIE TSEE Total

Elective-I 1 0 0 1 60 40 100

Course Objective
The course aims to develop attitude and skills towards becoming a highly effective individual.
Course Outcomes
At the end of the Personal Effectiveness course students will be able to:
• Initiate, self-awareness and personal goal setting process
• Identify the basic premises of happiness and Psychological Wealth.
• Evaluate the role of mindset in being effective.
• Identify competencies to be effective
• Manage stress and focus on developing self

UNIT I
Personal effectiveness introduction: Knowing self and others, An appreciative inquiry in
dyads, Positive Psychology, Happiness awareness activities, Goal setting
UNIT II
Basic premises: The new science of happiness, Psychological Wealth: The balanced portfolio &
Two principles of psychological wealth - Self-Esteem & Self-Compassion
UNIT III
Mind-set: Beliefs as Self-fulfilling Prophesies The Winning Edge, Mind-Set matters, Exercise
and the Placebo Effect, Perfectionism & Time management, Accepting failure. Be proactive,
Begin with the end in mind

UNIT IV
Relationships and Competencies: Relationships, Put first things first, Think Win-Win,
Building Technical, Functional and behavioural competencies

UNIT V
Coping with stress: Mindfulness and well being, Managing stress, Hardship & Trauma; Living
in the Present, Seek first to understand then to understood, Synergize, Sharpen the saw.

Text Books

1. Stephen R. Covey, The 7 Habits of Highly Effective People, Free Press, 2020

106
 STRATEGIC MANAGEMENT
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

A252001 Common L T P C CIE TSEE Total

2 0 0 2 60 40 100

Course Objective
To appreciate and apply the concepts of strategic planning, implementation and control
mechanism and estimate strategic evaluation through qualitative and quantitative bench marking
Course Outcomes
At the end of the course students will be able to
• Understand how to analyze internal and external environment of an organization,
• Apply different types of strategic tools for strategic analysis to cope up with the
competition.
• Evaluateturnaroundanddiversificationstrategiesformakingthestrategic decisions
• Interpret the role of leadership, structure and culture in implementation of the strategies.
• Evaluate strategies and take corrective steps towards the strategic intent

UNIT I
Introduction to Strategic Management: Strategic management process, developing a strategic
vision, mission, objectives, policies, factors that shape a company’s strategy, SWOT analysis,
value chain analysis and competitive advantage
UNIT II
Tools and Techniques for Strategic Analysis: Porter's five force model, McKinsey’s 7S
framework, BCG matrix, GE model, TOWS matrix, the grand strategy matrix. market life cycle
model, organizational learning, and the experience curve, Generic strategies, Offensive strategy,
Defensive strategy, Exit and Entry barriers: Case studies.

UNIT III
Turnaround and Diversification Strategies: Turnaround strategy, strategies for mergers,
acquisitions, takeovers and joint ventures, diversification strategy, need of diversification,
different types of diversification strategies, the concept of core competence, strategies and
competitive advantage in diversified companies, Case studies-Diversification

UNIT IV
Strategy Implementation: Strategy and structure, strategy and leadership, strategy and culture
connection, strategies for competing in globalizing markets and internet economy,
organizational values and their impact on strategy
UNIT V
Strategy Evaluation and Strategic control: Types of Strategic control, Role of the Strategist
using qualitative and quantitative benchmarking to evaluate performance, Strategic Information
systems

107
Text Books

1. Hitt and Ireland [Link]., Strategic Management: A South Asian Perspective, Cengage
Learning, 9e, 2016.
2. Thompson and Strickland, Strategic Management: Concepts and Cases, TMH, 2012
References

1. Rao V.S.P and Hari Krishna V., Strategic Management: Text and cases, 1/e, Excel
Publishers, 2004.
2. Adrian H a b e r b e r g and Alison Rieple, Strategic Management: Theory and
Applications, Oxford University Press, 2007.
3. Sarangi S.K., Modern Strategic Management, Everest Publishing, 1/e, 2012.
4. Gregory Dess and [Link]; Strategic Management – Creating Competitive
Advantage, McGraw Hill Publication, 2013

108
 PROJECT MANAGEMENT
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

A252002 Common L T P C CIE TSEE Total

2 0 0 2 60 40 100

Course Objective
To visualize different elements of an activity and to understand interrelationship of activities. To
apply techniques to achieve desired results with optimization of resources and visualize
uncertainties before they occur.
Course Outcomes
At the end of the course students will be able to
• Understand the basic concepts of Project Management.
• Appreciate the different approaches to project screening and planning.
• Evaluate the different risk factors in project execution.
• Handle a successful project with the team functional cooperation.
• Solve the practical problems using CPM and PERT Techniques

UNIT I
Introduction to Project Management: Principles, Project Lifecycle and its Phases, Project
Management today, Organization Strategy, Structure and Culture, Format of Organization
Structure, Stakeholder Management

UNIT II
Project Identification and Planning: Defining the Project, Project Identification Process,
Approaches to Project Screening and Selection, Project Planning, Work Breakdown Structure,
Financial Module, Getting Approval and Compiling a Project Charter.

UNIT III
Project Execution: Initiating the Project, Controlling and Reporting Project Objectives,
Conducting Project Evaluation, Risk Management Factors, Project Management, Four Stage
Process, Risk Management an integrated approach

UNIT IV
Leading Project Teams: Building a Project Team, Characteristics of an Effective Project Team,
Achieving Cross- Functional Cooperation, Virtual Project Teams, Conflicts Management,
Negotiations

UNIT V
Tools in Project Management: Gantt charts, Milestone tracker diagram, PERT and CPM
techniques. Problems on CPM and PERT, Future Trends in Project Management

109
Text Books

1. Gray, Larson, Project Management, Tata McGraw Hill, 2015

2. Jeffery K. Pinto, Project Management, Pearson Education, 2015

References

1. Enzo Frigenti, Project Management, Kogan, 2015

2. R. Panneerselvam and P. Senthil Kumar, Project Management, PHI, 2015
3. Thomas M. Cappels, Financially Focused Project Management, SPD, 2008

110
 DERIVATIVES & RISK MANAGEMENT

MBA II Year II Trimester School of Management

Code Category Hours/ Week Credits Marks
L T P C CIE TSEE Total
A252003 DSE – III
3 0 0 3 60 40 100

Course Objectives:
The course aims at a comprehensive understanding of the use of derivatives as a risk
management tool and creates awareness of risks associated with derivatives trading and the
management of risk.

Course Outcomes:
At the end of this course, students will be able to
● Develop an understanding the of the functioning of derivatives market
● Analyze the hedging strategy for trading in derivatives market
● Identify derivative instruments and strategies used to hedge financial risks
● Apply the various risk management techniques for trading Swaps
● Examine the Hedging techniques used in derivatives market in India

UNIT I
Introduction to Financial Derivatives: Definition – Types – Participants and functions – Uses
of derivatives – Exchange traded vs. OTC derivatives, Derivatives in India, Regulations for
derivative trading and SEBI guidelines related to derivatives trade

UNIT II
Forwards and Futures: Basic hedging practices, Forwards vs Futures, Determination of
forward/futures prices, Stock and Index futures, Currency futures, Interest rate futures.
Trading strategies– Speculation – Arbitrage – Spread trading

UNIT III
Options: Introduction, Options terminology, Types, Options pay off, Equity options contracts in
India, Index options, Stock options, Options trading strategies, , Straddle, Strangles, Strips and
straps, Spread Trading. The binomial model, Black – Scholes Merton model (Simple problems)

UNIT IV
Introduction to Risk Management: Risk Management, scope and process of Risk
Management , swap contracts, Designing the swaps- Interest rates, Currency value at risk •
Concept of VaR (Value at Risk) • Measuring VaR: Single security and portfolio (simple
problems)

UNIT V
Hedging and Risk Management: Hedging using Greek (Delta-Gamma Hedging), Hedging
with Futures (Strategies and arbitrage), Risk Management structure and policies in India

111
Text Books:
1. Hull, J.C; Options futures and other derivatives; Pearson Education India, 11/e, 2022
2. N R Parasuraman, Derivatives and Risk Management, McGraw Hill, 4/e, 2021
References:
1. Janaki Ramanan, S., Derivatives and risk management, Pearson Education India, 1/e,
2011.
2. Madhumathi / Ranganatham, Pearson Education India, 1/e, 2011.
3. Rajiv Srivastava ,Derivatives and Risk Management , Oxford, 2/e 2014

112
 Learning & Development
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252004 DSE - III
3 0 0 3 60 40 100

Course Objective

The course aims to introduce students to learning and development concepts like designing
training programs and methods to evaluate the training.

Course Outcomes
At the end of this Learning & Development course, students will be able
• Describe the fundamental concepts of the learning process
• Analyze training needs assessments in an organization.
• Assess approaches to design effective training programs
• Compare training evaluation models
• Demonstrate an understanding of contemporary issues in training and development

UNIT I
Introduction to Learning: Learning vs. training, Phases in learning, learning process,
principles of learning, Kolb’s Learning Cycle, Experiential learning

UNIT II
Training Need Assessment: Purpose of training need assessment, needs assessment process,
Methods used in needs assessment, Organizational Challenges.

UNIT III
Design and Implementation of Training Programme: Training Design Process, Approaches
to Programme Design, Training Methods, Training Delivery Competencies, Trainers and
Training Styles, Trainer’s Role and Skills.

UNIT IV
Training Evaluation:– Stages of Evaluation, Different evaluation models, Donald
Kirkpatrick’s evaluation Model, Determining Return on Investment, Measuring human
capital and training activity, Galvin’s CIPP Model, HR Score Card, Fundamental
interpersonal relations orientation, behavior (FIRO-B).

UNIT V
Contemporary Issues in Training and Development: Use of new technologies for training
delivery, Emphasis on speed in design, Focus on content and use of multiple delivery methods,
Training partnerships, and Outsourcing training.

113
Text Books

1. Raymond A Noe, Amitabh Deo Kodwani, Employee Training and Development,7/e,

McGraw Hill, 2018
2. Rolf Lynton, Uday Pareek, Training for Development, 3/e, Sage India, 2012.
3. P. Nick Blanchard, James W. Thacker, A. Anand Ram, Effective Training: Systems,
Strategies, and Practices, 5/e, Pearson, 2015.

Reference Books

1. Dipak Kumar Bhattacharyya, Training and Development: Theories and Applications,

1/e, Sage Publications, 2015
2. Rishipal,” Training and Development Methods”, S. Chand & Company Ltd, 2011
3. Steve W. J. Koziowski, Learning & Development in Organizations, Routledge, 2010

114
 DIGITAL AND SOCIAL MEDIA MARKETING
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252005 DSE - III
3 0 0 3 60 40 100

Course Objective
This course will teach the fundamentals of digital marketing. Provides a framework to help the
students to make the right decisions in an ever-changing digital marketing environment.

Course Outcomes
At the end of this course, students will be able to:
• Explain the Evolution and Landscape of Digital Marketing.
• Understand and analyze the Social Media Marketing Strategy for Consumer
Engagement.
• Interpret the concepts of various Digital Promotion Strategies.
• Evaluate the CRM and digital analytics techniques
• Understand integrative digital and social media strategies

UNIT I
Introduction: Evolution of Digital Marketing, Importance, Scope, The Digital Consumer &
Communities Online, Digital marketing Landscape, Increasing Visibility Types of Visibility

UNIT II
Social Media Marketing: Adwords, ORM, Search Engine Marketing, PPC and Online
Advertising, Social Media Marketing, Social Media Strategy & Customer Engagement, Search
engine optimization, measuring success of search engine optimization, mapping search engine
journey; On page and off page search engine optimization

UNIT III
Affiliate Marketing: Affiliate marketing & strategic partnerships, Affiliate Marketing
Networks, Promoting the Affiliate Products, Social Affiliate, Content strategies.

UNIT IV
Analytics: Google analytics, CRM & CX in Digital Marketing – Digital Marketing, Data and
Analytics-Social Listening – Web Analytics, Social media analytics, social medial ROI, Social
networks and social network analysis

UNIT V
Integrating Digital & Social Media: Email Marketing, Mobile Marketing –Integrating Digital
and Social Media - Strategies, Putting together the digital marketing strategy - 5 stages, Internet
Marketing in India; Business response to emerging digital revolution; Digital devices, platforms,
media, data and technology

115
Text Books

1. Ian Doodson, The Art of Digital Marketing: The Definitive Guide to Creating
Strategic, Targeted, and Measurable Online Campaign, Wiley, 2016
2. Simon Kingsnorth, Digital Marketing Strategy: An Integrated Approach to Online
Marketing, Kogan Page Publishers, 2019
3. Daniel Rowles, Digital Branding: A Complete Step-by-Step Guide to Strategy,
Tactics and Measurement, Kogan Page Publishers, 2014

References

1. Social Media Marketing for Beginners: Create successful campaigns, Gain more
Fans, and boost sales from any Social Network by F.R. Media, 2/e, June 2014
2. Jan Zimmerman and Deborah Ng, Social Media Marketing: All in One For Dummies,
2012
3. Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz, Digital and Social
Media Marketing: A Results-Driven Approach, Routledge, 2016
4. Bhatia Punit, Fundamentals of Digital Marketing, Pearson,2017

116
 MATERIALS MANAGEMENT
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252006 DSE – III
3 0 0 3 60 40 100

Course Objective
To enable students, understand organization needs with respect to various requirements of
materials in planning and storage by minimizing costs. To appreciate costs and explore ways to
manage costs
Course Outcomes
At the end of the course students will be able to
• Apply the concept of material management in industry.
• Identify the channels of Distribution methods.
• Understand the elements of Production.
• Understand the importance of elements in production
• Understand the Cost concept related to the production

UNIT I
Introduction to Materials Management: Meaning, definition, scope and functions of
Materials Management, Objectives and Advantages of Materials Management. Interfaces of
Materials Management, Internal and external interfaces, Organization for Material
Management.

UNIT II
Supply Chain Management: Concept, objectives of supply – production and distribution
system, Role and Management of flow of material in supply chain management

UNIT III
Material Management Linkages: Linkages with other functional areas of Management-
Production, Accounting and Finance, Marketing, HRM, IT, TQM

UNIT IV
Elements of Production Processes: Familiarity with broad categories of production processes
used in industries. Commonly used machines and tools in industries

UNIT V
Cost Involved in material management: General discussion on concept of costs and cost
classification, specific costs associated with Material management

117
Text Books

1. Dutta A.K, Materials Management: Procedures, Text and Cases, Prentice Hall of India
Pvt Ltd, New Delhi. (2000).
2. Gopalakrishnan, P and Sundaresan, M, (2004), Materials Management: An Integrated
Approach, Prentice Hall of India Pvt Ltd, New Delhi.
3. Varma, M.M, Essentials of Storekeeping and Purchasing, Sultan Chand and Sons, New
Delhi, (2012).

References

1. Shah N.M, An Integrated concept of Materials Management, Indian Institute Of

Materials Management, Baroda Branch, Baroda. (1988).
2. Sharma S.C, Material Management and Materials Handling, Khanna Publishers, New
Delhi, (1995).

118
 TRADING STRATEGIES IN EMERGING MARKETS

MBA II YEAR II TRIMESTER SCHOOL OF MANAGEMENT

Code Category Hours / Week Credits Marks
L T P C CIE SEE Total
A252007 DSE -IV
3 0 0 3 60 40 100

Course Objectives:
The course aims at developing trading strategies by obtaining information from various sources
regarding a company's performance. Besides this, the course enables building a portfolio and
methods of developing a robust back testing system for the strategies

Course Outcomes:
At the end of the course students will be able to
● Use financial statements of the company to apply the F score performance and PAED
score in a strategy.
● Examine the working of advanced trading algorithms and compute G-score.
● Analyze the market anomalies to measure the performance
● Create an efficient portfolio by using 2, 3 and n assets.
● Design an appropriate trading strategy

UNIT I
Annual Financial Statements and Trading Basics: Annual financial statements, Trading
basics and Mechanics of trading - Trading types and orders, Market and Limit Orders, Limit
order book, Limit price placement, Stop-Loss orders, Shortselling, Transaction costs, Trading
Algorithms: Forms of market efficiency, Reading academic papers, Piotroski-F Score, Post
Announcement Drift (PEAD)

UNIT II
Advanced Trading Algorithms Concept: Accrual- Calculations, Ratios and strategy, Betting
against Beta:-CAPM & strategy, Momentum: Lookback period, Strategy & Returns, and
Momentum Crashes: Option Primer, Abstract & strategy, Partha Mohan Ram’s G-Score-
Concept Background, Economic intuition, Strategy, Numerical and Closure

UNIT III
Market Anomalies-Measures and Efficiency: Market Anomalies: Market Efficiency, Types,
Anomalies, Performance measurement: Market timing, Performance Attribution: Timing
measurement, Performance attribution, Mutual fund performance, Utility theory, Risk and
Return, Capital allocation, Risky portfolios.

UNIT IV
Portfolio Formation: Diversification & Efficient Frontier, Two Fund separation,
Diversification revisited, Investment opportunity set with Two Risk Assets and Risk-free Assets,
3 Assets and Risk-free Assets, Market portfolio and capital market line, Back testing: Strategies
based on Text Mining, Benchmarking.

119
UNIT V
Designing Trading Strategy: Pairs Trading Strategy, Scaffolding materials (Reading an
Academic Paper), Pairs Trading: Performance of a Relative Value Arbitrage Rules, Measuring
Portfolio Fund Returns, Benchmark for portfolio performance evaluation, Alternative
performance measures.

Text Books
1. Mark Mobius, Emerging Markets: How To Make Money in the World's Fastest
Growing Markets, Wiley, 1/e, 2012.
2. Sugata Ray, Principles of Quantitative Equity Investing: A Complete Guide to
Creating, Evaluating, and Implementing Trading Strategies, 1/e, FT Press, 2015.

References
1. Koontz and Weihrich, Essentials of Management, McGraw Hill, 2012.
2. Marko Dimitrijevic, Timothy Mistele, Frontier Investor: How to Prosper in the Next
Emerging Markets, Columbia Business School Publishing, 2016
3. Christopher H Browne, Roger Lowenstein, Value Investing, 1/e, Wiley, 2009
Journals:
1. Journal of Financial Economics
2. Review of Financial Studies
3. Institutional Investors

120
 Organization Development and Change Management
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252008 DSE-IV
3 0 0 3 60 40 100

Course Objective
This course aims to provide an understanding of organizational change and the challenges in
implementing and sustaining change in organizations.
Course Outcomes
At the end of this course, students will be able to:

• Explain concepts and types of change.

• Demonstrates an understanding of models of organizational change
• Identifies the opportunities of change and readiness to change.
• Describes organizational development dynamics and interventions
• Evaluate the best practices/techniques to manage the change.

UNIT I
Basics of Change: Meaning, nature and types of change, Change programmes, Change
levers, Change as transformation, Levels of change, Change as turnaround, Value-based
change.

UNIT II
Typology of change: Organizational culture & change, Types & Models of change – Kurt
Lewin’s change model, Action research, Expanded Process Model., A.J. Leavitt’s model,
Theories of change - Kotter’s change model, Beckhard and Harris Change Formula

UNIT III
Change Diagnosis & Resistance to Change: Diagnosis models and component analysis,
Diagnosing readiness to change, Resistance to change: Factors contributing to resistance,
cognitive and affective processes, Recognizing resistance, Methods for dealing with resistance
to change, Managers as resistors to change - Suggestions to manage resistance, Consolidating
change

UNIT IV
Organization Development (OD): Nature and scope of OD, Dynamics of planned change,
Person-focused and role-focused OD interventions, Planning OD strategy – OD
interventions in Indian Organizations, Challenges to OD practitioners.

121
UNIT V
Strategies for Managing Change: Systematic approaches to change, Hard systems model of
change, Soft systems models of change, Organizational development, process, Action research
model, Process consultation interventions, Intergroup team- building interventions, Third-party
peace-making intervention, Social technical systems, Self-managed teams, T- groups.

Text Books

1. Wendell L. French, Bell, Jr Cecil H, Organization Development, Pearson, 6e, 2016

2. V. Nilakant and S. Ramnarayan, Change Management: Altering Mindsets in a Global
Context, Sage Response, 2009.

Reference Books

1. Gary Yukl, Nishanth Uppal, Leadership in organizations, Pearson,3e, 2019

2. Richard L Daft, The Leadership Experience, 7/e, 2017 Cengage Learning.
3. Palmer, Dunford, Akin, Managing Organizational Change-A Multiple Perspective Approach,
TMH, 2009
4. Radha R Sharma, Change Management—Concepts and Applications, TMH, 2009.

122
 INDUSTRIAL MARKETING
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252009 DSE-IV
3 0 0 3 60 40 100

Course Objective
This course enables the students to understand the emerging challenges in organizational buying
behaviour
Course Outcomes
At the end of this course, students will be able to:
• Identify and discuss any relevant Industrial Marketing theory or concepts
• Critically evaluate Segmentation of the Industrial Market practices
• Discuss key implications in Managing Industrial Marketing Channels and
Communications.
• Have awareness about terms and concepts of Organizational Buying Behavior and
CRM

UNIT I
Business Marketing Perspective: Conceptual and Basic introduction to Business-to-Business
Marketing, Business and Consumer marketing - A contrast, the value chain, Trends and changes
in Business marketing, Perspectives on the Organizational Buyer Conceptual & Basic
Classification of customers, Organizations and Markets, Types of organizational customers.
Industrial Distributors and Dealers, characteristics of Commercial enterprises, Government and
Institutional Markets.

UNIT II
Organizational Buying Behavior and CRM: Organizational buying and buying behavior: The
nature of buying, organizational buying process - A process flow model, Conceptual & Basic
Customer relationship management strategies for business markets, Buyer seller connector,
Managing buyer seller relationships, Gaining customer relationship advantages, Features of
Organisational Buying, Types of buying Situations — Straight Rebuy, Modified Rebuy, New
task, System buy, Buying Center Concept — The Buying Decision Process—Buying Mode—
The Sheth Model—The Webster and Wind Mode—Vendor Analysis —Vendor Performance
Rating

UNIT III
Segmenting the Business Market and Market Intelligence System: Segmenting, Targeting
and Positioning, Value-based segmentation, A model for segmenting the organizational Market,
Organizational Demand Analysis: Working Organizational demand analysis, Determining
market and sales potential, Sales forecasting methods, Market opportunity analysis
framework—Market Intelligence System
UNIT IV
Managing Innovation and New Industrial Product Development Pricing Strategy for
Business Markets: Conceptual & Basic Marketing mix – Managing Innovation and New
product development process, Pricing in Business-to-Business Marketing, Pricing basis,
managing price as part of Marketing Strategy, Managing pricing tactics, pricing implementation
– case of negotiated pricing.
123
UNIT V
Managing Business Marketing Channel, Business Marketing Communications: Conceptual
& Basic Direct & Indirect channels, Distributors & manufacturers, Channel objectives &
Design, Selection & Motivation of channel members, B2B Advertising, Tradeshows, Personal
selling, Key account management, Managing Services for Business Markets, Conceptual &
Basic Marketing mix for business service firms-Segmentation, Service packages, Service
Promotion and Distribution, Strategic Perspectives in Business Marketing Planning, Working
Business Marketing Strategies.

SALES PROMOTIONS IN INDUSTRIAL MARKETING: Meaning and Definition—Need

for Sales Promotion—Methods of Sales Promotion —Trade Shows —Public Relations—
Publicity –Catalogs—Promotional Letters—Samples—Sales Contests—Entertainment—
Promotional Novelties—Demonstration—Direct Marketing — Direct Mail—Telemarketing—
Online marketing channels

Text Books

1. Hutt, Michael, D., Speh, Thomas, W. (2012), Business marketing management, Cengage
Learning.
2. Reeder, Robert. R., Brierty, Edward. G., Reeder, Betty. H. (2012), Industrial
marketing, analysis, planning and control, PHI publication.
3. Phadtare, Milind.T. (2012), Industrial marketing, PHI Publication.
4. Kim Ann King, Complete Guide to B2B Marketing: The New Tactics, Tools, and
Techniques to Compete in the Digital Economy, 2015, Pearson FT Press

References

1. Vitale, Giglierano, (2012), Business-to-business marketing, analysis and practice in a

dynamic environment, Thomson Press Publications.
2. Anderson, (2012), Business market management, Pearson Publications.
3. Ioannis Rizomyliotis, Kleopatra Konstantoulaki; Ioannis Kostopoulos Cham,
Business-to-business marketing communications: value and efficiency considerations
in recessionary times, 2017, Palgrave Macmillan
4. Industrial Marketing by K. K. Havaldar, Tata McGraw-Hill Publishing Company
Limited
5. Industrial Marketing Management by Govindarajan, Publisher: Vikas Publishing
House Pvt Ltd

124
 PURCHASE AND VENDOR MANAGEMENT
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252010 DSE-IV
3 0 0 3 60 40 100
Course Objective
The competencies learnt will be useful to understand the vendors and be a good vendor to the
customer. To familiarize with various methodologies of purchase skills and ready to use
purchase methods.

Course Outcomes
At the end of the course students will be able to
• Know about concepts of Purchase Management.
• Analyze the various aspects of purchase management
• Analyze different price forecasting techniques.
• Estimate various financial statements to understand purchasing process.
• To evaluate about alternate purchasing methods

UNIT I
Introduction to Purchase management: Meaning of Production management, relation with
other organizational functions, objectives, Management of Supply: An integrated approach
UNIT II
Analysis of PM: Value analysis and Value Engineering, Purchasing research, Vendor rating -
techniques, Vendor relations
UNIT III
Negotiations: Meaning, Negotiations-procedure-part of purchaser routine, Price forecasting,
forward buying - ethical justification
UNIT IV
Vendor management: Meaning, Vendor relationship management, income statement and
balance sheet considerations in purchasing and vendor management
UNIT V
Purchase process: Procedure of purchasing process, alternate purchasing methods, new
technologies in e- procurement, Case study - Walmart
Text Books

1. Chary S.N., Productions and Operations Management., 6th edition, McGraw hill
Publication, 2019.
2. Chase Richard, Aquilano Nicholas et al., Operations Management for competitive
advantage, Mc Graw Hill Publication, January 2005.
References

1. David B Grant., Logistics, Supply Chain and Operations Management Case Study
Collection, Edition1, 2016

125
 FINANCIAL ANALYTICS
MBA II Year II Trimester School of Management
Code Category Hours / Week Credits Marks

L T P C CIE TSEE Total

A252011 DSE-V
3 0 0 3 60 40 100

Course Objectives:
The aim of the course is to provide an understanding of the need and significance of Financial
Analytics for various business requirements. The course includes the application of the key areas
of business operations to identify, formulate, and implement a financial analytics project using R
and Python.

Course Outcomes:
At the end of this course, students will be able to
● Analyze the major components of the financial analytics in business
● Apply skill and knowledge of analysts for decision making process
● Evaluate the financial analytics process in R.
● Appraise the financial analytics process in Python
● Integrate the applications of Financial Analytics using R.

UNIT I
Introduction to Financial Analytics: Meaning and Importance of Financial Analytics. Uses,
Features and Documents used in Financial Analytics: Balance Sheet, Income Statement, Cash
flow statement - Elements of Financial Health: Liquidity, Leverage, Profitability.

UNIT II
Financial Analysts: Role and Responsibilities. Information and Knowledge – Methodology –
Data - Required Competencies for the Analyst – Hypothesis Driven Methods-Data Mining with
Target Variables-Explorative Methods - Business requirements

UNIT III
Financial Analytics with R: R and its application - Language features: functions, Assignment,
Arguments and types. Financial Statistics: Concept and mathematical expectation - Probability -
Capital Asset Pricing model. Financial Securities: Bond and Stock investments - Securities
Datasets and Visualization - Plotting multiple series. Time Series and Sharpe ratio: - Sharpe
Ratio for Income Statement growth.

UNIT IV
Financial Analytics with Python: Numbers in Python: Using type with different and creating
an imaginary number - Using Numbers: Using Math Operations and Number Formats. Python
Ingredients: Variables, Names and Objects - Numbers: Integers - Precedence - Bases - Type.
Conversion, Strings: Create Coin Quotes.

UNIT V
Financial Analytics Applications using R: Gauging the market Sentiment: Mark or Regime
Switching model - Bayesian reasoning - Beta distribution. Stimulating Trading Strategies

126
Text Books
1. Pitabas Mohanty , Financial Analytics , Wiley ,January 2023
2. Dixon, M. F., Halperin, I., Bilokon, Machine Learning in Finance: From Theory to
Practice, Springer, International Publishing, 2020
3. Hugen, D. L., Bennett, M. J. Financial Analytics with R: Building a Laptop Laboratory
for Data Science. United Kingdom: Cambridge University Press, 2016
References
1. Bharti Motwani , Data Analytics with R , Wiley, January 2019
2. Eryk Lewinson, Python for Finance Cookbook, 2/e, Packt Publisher, 2022

127
 Compensation Management
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252012 DSE-V
3 0 0 3 60 40 100

Course Objective
The course aims to provide an understanding on principles and basic concepts of compensation
management in organizations and discusses about dealing with employees and compensation
methods

Course Outcomes
At the end of this Compensation Management course students will be able to
• Explain the various approaches of compensation management
• Analyze methods of determining compensation
• Explore individual and group compensation plans.
• Evaluate various benefits provided by the organizations and the factors
effecting reward management policy.
• Identify the contemporary global compensation practices.

UNIT I
Introduction: Compensation system design issues: Compensation philosophies,
Compensation approaches, Decisions about compensation, Compensation- base to pay,
Individual vs Team rewards, Perceptions of pay fairness, and Legal constraints on pay
systems.

UNIT II
Managing Compensation: Strategic compensation planning, determining compensation, the
wagemix, Development of a base pay system: Job evaluation systems, compensation surveys,
The wagecurve, Pay grades and rate ranges, Preparing salary matrix, Government regulation on
compensation, Fixing pay, Significant compensation issues, Compensation as a retention
strategy.

UNIT III
Variable Pay: Administering incentive plans, Individual incentive plans - Piecework, Standard
hour plan, Bonuses, Meritpay, Group incentive plans - Team compensation, Gain sharing incentive
plans, Enterprise incentive plans, Profit sharing plans, ESOPS

UNIT IV
Managing Employee Benefits: Employee benefit programs, Security benefits, Retirement
security benefits, Health care benefits, Time-off benefits, employee benefits required by
law, Discretionary major employee benefits

128
UNIT V
Global Compensation: Pay for the performance of global employees, Practices in different
industries, American Vs Japanese compensation management, Employee benefits around the
world - CEO pay in a global context, Beyond compensation.

Text Books

1. Milkovich, Newman & Gerhart, Compensation, TMH, 12/e, 2020.

2. Richard I. Henderson, Compensation Management in a Knowledge-Based World,
Pearson Education, 2020

Reference Books

1. Luis R. Gomez-Mejia & Steve Werner, Global compensation - Foundations and

perspectives, Routledge, 2008.
2. [Link] , StrategicCompensation,10/e,Pearson Education, 2018.
3. B D Singh, Compensation and Reward Management, Excel Books, 2017

129
 ADVERTISING & INTEGRATED MARKETING COMMUNICATION
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252013 DSE-V
3 0 0 3 60 40 100

Course Objective
The course enables the students to understand role of different elements of
promotion mix, appreciate effectiveness of different media, analyze creative
advertising process, understand functioning of advertising agencies and explore
different ways of establishing advertising budgets
Course Outcomes
At the end of this course, students will be able:
• To apply promotion mix elements
• To design effective media plans for advertising
• To design creative advertising strategies
• To understand functioning of advertising agencies
• To connect advertising with IMC

UNIT I
Promotion Mix and Communication Process – Components of promotion mix – advertising,
sales promotion, personal selling, public relations, direct marketing; Communication process –
source, message, content, structure, encoding, channel, decoding; models and framework; FCB
Model, 5Ms Model

UNIT II
Media Planning – Mass media, Unconventional media, Media planning, Media buying,
Audience measurements

UNIT III
Creativity in Advertising – Role of creativity in advertising, Creative brand strategy, Creative
process, Role of research – focus groups, ethnography, Big Idea, Unique Selling Proposition,
Positioning, Creative execution
UNIT IV
Advertising Agencies – Types of advertising agencies, Functions – Account planning, Client
servicing, Creative, Copywriting, Media planning, Specialised agencies

UNIT V
Budgeting and IMC –Different ways of allocating budget, Need and scope of IMC, IMC
planning and strategies, Role of IMC in branding

130
Text Books

1. Kruti Shah and Alan D’Souza, Advertising and Promotion: An IMC Perspective; McGraw-
Hill
2. George E Belch and Michael A Belch, Advertising and Promotion: An Integrated Marketing
Communication; McGraw Hill, 2020
3. S Ramesh Kumar, Anup Krishnamurthy, Advertising, Brands and Consumer Behaviour:
The Indian Context;; Sage Publications; First Edition; 2020

References

1. [Link]
2. Business Today
3. Businessworld

131
 SUPPLY CHAIN FORECASTING TECHNIQUES
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252014 DSE-V
3 0 0 3 60 40 100

Course Objective
To know the importance of data in the business and consider data as scientific decision-making
tool to improve process in SCM

Course Outcomes
After successful completion of the course, students will be able to
• Understand the importance of the basics of Business Analytics and Optimization
• Understand the importance of the basics of Supply Chain Analytics and Optimization
• Analyze the level of uncertainty associated with the supply of products and services to
targeted customer segments and justify the choice of a supply chain strategy and it’s fit
with competitive strategy.
• Apply forecasting techniques with multiple variables.
• Understand inventory management from economic and financial perspective

UNIT I
Introduction to SCM: Evolution of SCM, Analytics in SCM, SC planning, Different views of
Supply chain. Core Components of Supply Chain Analytics, Role and importance of analytics in
a Supply Chain

UNIT II
Supply Chain strategy: Meaning of SC strategy, drivers of SC, developing SC strategy,
Strategic fit in SC, demand forecasting in SC. Understanding the Metrics, Strategic Goals,
Maturity Models, Reference models

UNIT III
Forecasting Techniques-1: Bull whip effect and Time series analysis, exponential method of
forecasting, Measures of forecasting errors, Tracking signal and seasonality models
UNIT IV
Forecasting Techniques-2: Forecasting techniques using multiple characteristics using demand
data and inventory management in SC

UNIT V
Inventory Management in SC: Value, Trend, Breakdown and Economic indications of
Inventory, relevance of inventory across industries, Metrics of Inventory over total assets and
total days, Inventory and financial performance

132
Text Books

1. Sunil Chopra, Peter Meindl, D.V. Kalra,Supply Chain Management, 6/e Sixth Edition,
Pearson Publishers,( 2016)..
2. Jeremy F. Shapiro, Modeling the Supply Chain, South Western publishers, (2006).
3. Simchi D Levi, P. Kaminsky, E. and Ravi Shankar. Designing and Managing the Supply
Chain concepts, Strategies and Case studies, Third Edition, Tata McGraw Hill, New
Delhi, (2008).
4. Rahul Saxena., Anand Srinivasan, Business Analytics: A Practitioner’s guide.,
International Series in OR and Management Science, (2012).
Journals

1. Supply Chain Management: An International Journal

2. Supply Chain Management Review
3. International Journal of Purchasing and Materials Management
4. International Journal of Physical Distribution & Logistics Management

133
 FIXED INCOME SECURITIES
MBA II YEAR II TRIMESTER SCHOOL OF MANAGEMENT
Code Category Hours / Week Credits Marks
L T P C CIE SEE Total
A252015 Elective-III
3 0 0 3 60 40 100

Course Objectives:
The aim of this course is to equip the students with the tools required to understand the
construction, the pricing and the risks of fixed income securities

Course Outcomes:
At the end of this course students will be able to:
● Understand the various debt securities and its coupon structures
● Value the debt securities using bond valuation process
● Classify various bond sectors and instruments
● Apply various approaches for measuring the interest rate risk
● Evaluate different yield measures in bonds

UNIT I
Overview of the Indian Debt Market: Role of the Debt Market, Importance of Debt
Markets, The Bond Market Ecosystem, Role of Regulators, Role of Credit Rating Agencies,
Evolution of Debt Markets, Classification of fixed income securities based on the type of
Issuer, Classification of fixed income securities based on maturity.

UNIT II
Valuation of Debt Securities: Steps in the bond valuation process, difficulties in estimating
the expected cash flows; valuation of coupon and zero-coupon bonds; changes in price of a
bond if the discount rate changes and/ or maturity approaches

UNIT III
Pricing of Bonds: Concept of “Par Value”, Time Value of Money, Determining cash flow,
Yield and Price of bonds, Pricing of different bonds, Price-Yield relationship, Price time
path of a bond

Unit IV
Corporate Debt Market: The Indian corporate debt market, Types of instruments in
corporate debt market, Trends in Indian corporate debt market, Key regulatory guidelines
for corporate debt market, Corporate bond valuation.

Unit V
Yield Measures: Sources of return from investing in a bond; traditional yield measures for
fixed-rate bonds and their limitations and assumptions; factors impacting reinvestment.

134
Text Books:
1. Frank J. Fabozzi, Bond Markets, Analysis, and Strategies, 9/e, EDHEC Business School,
2016
2. Bruce Tuckman, Angel Serrat, Fixed Income Securities: Tools for Today's Markets, 2022

135
 Fundamentals of Labour Laws
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A252016 Elective-III
3 0 0 3 60 40 100

Course Objective
This course is aims to provide knowledge on labour legislations related to working conditions,
industrial relations, wages, welfare and social security.

Course Outcomes

At the end of this Fundamentals of Labour Laws course, students will be able to:
• Explain the concepts of labour Legislations
• Adopt the relevant laws on working conditions in the organization
• Analyse the Industrial Relations Laws to handle with disputes
• Design the compensation structure with compliance with Wages and Labour Laws
• Analyse Laws for Labour Welfare and Social Security benefits

UNIT I
Constitution of India: Fundamental Rights including Writs, Directive Principles of State
Policy, Special leave Petition (SLP), Binding effect of Supreme Court Decision (Precedent),
Ordinance power of the President
UNIT II
Laws on Working Conditions: The Factories Act, 19487, The Mines Act 1952, Shops and
Establishment Law, Plantation Labour Act, 1951. Contract Labour (Regulation and Abolition
Act, 1986) Child Labour (Prohibition and Regulation] Act, 1986

UNIT III
Industrial Relations Laws: Trade Unions Act, 1928, Industrial Disputes Act, 1947, Industrial
Employment (Standing Orders), Act, 1946.
UNIT IV
Wages and Labour Laws: Minimum Wages Act, 1948, Payment of wages Act, 1936, The
Payment of Bonus Act, 1965 Equal Remuneration Act, 1976.
UNIT V
Laws for Labour Welfare and Social Security: The Workmen’s Compensation Act, 1923,
The Employees State Insurance Act, 1948, The Maternity Benefit Act, 1961, The Employees
Provident Fund and Miscellaneous Provision Act, 1952, The Payment of Gratuity Act, 1972.

136
Text Books

1. Taxmann, New Labour and Industrial Laws, Taxman Publications, 2023.

2. Mishra S.N, Labour and Industrial Laws, Central Law Publication,2020
3. SC Srivastava, Industrial Relations and Labour Laws, 7/e, Vikas Publications, 2020

Reference Books

1. Arun Monappa, Ranjeet Nambudiri, Patturaju Selvaraj, Industrial Relations and labour
laws, 2/e, TMH, 2017
2. BD Singh, Labour Laws for Managers, Excel Books, 2009
3. C S Venkata Ratnam, Manoranjan Dhal, Industrial Relations, 2/e, Oxford University
Press, 2017.

137
 TOURISM MANAGEMENT

MBA II Year II Trimester School of Management

Code Category Hours/ Week Credits Marks

Elective- L T P C CIE TSEE Total

A252017
III 3 0 0 3 60 40 100

Course Objective
To familiarise students with concepts of tourism industry which is expanding at a fast pace.
Furthermore the course allow students to comprehend the needs of tourists to help them work
through their career in tourism industry.

Course Outcomes
At the end of the course, the students will be able to
• Understand fundamentals of tourism from the management and overall structure of the
Tourism Industry.
• Understand the framework of the tourism system for the flow of demand and supply.
• To study the elements of tourism destination as a sources of tourist satisfaction in the form
of the tourist experience.
• To understand how different marketing techniques are used to brand the tourist destination.
• To study the ecosystem of Tourism Industry.

UNIT I
Tourism Concepts: The phenomenon of tourism - Types of tourism, Definition, Importance of
tourism management, Characteristics, The tourism system - The tourist, Origin Region, Transit
Region, Destination region, The Tourism Industry

UNIT II
Tourism Demand: Evolution and growth of tourism, Factors associated with tourism demand.
Managing supply and demand, Economic impact of tourism - Economic Benefits.

UNIT III
Elements of tourism Destination: Global Destination Pattern, Regional Destination Pattern,
Tourism Product, Introduction, Tourist attraction, Tourist Experience

UNIT IV
Destination Branding: Tourism market trends, Destination Selection process. Tourist market
segment., Service marketing Mix, Market failure, strategic tourism marketing, Marketing Mix.
Destination Development: Destination cycle The Butler Sequence. Factors that change
Destination cycle

138
UNIT V
Tourism ecosystem: Tourism ecosystem: Travelling – tourism – hospitality, Public policy &
Entrepreneurship in tourism, Challenges, Important organizations - WTO, IATA, PATA, TAAI,
WTTC and FHRAI

Text Books

1. David Weaver, Laura Lawton. 5e Tourism Management. Wiley, 2014.

2. Pran Nath Seth, Successful tourism Managementvol1 & 2, Sterling Publishers Pvt Limited,
2006.
3. Andreas Walmsley, Entrepreneurship in tourism, Routledge, 2019.

References

1. Stephen J. Page 6e. Tourism Management. 2016.

2. John Fietcher, Alan Fyall, David Gilbert. Tourism Principles and Practices.6e. Pearson.
3. Nigel Morgan and Annette Pritchard University of Wales Institute, Cardiff Roger,
Destination Branding: Creating the Unique Destination Proposition. Pride Wales Tourist
Board 2e, 2004

139
 MARKETING ANALYTICS
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks
Elective- L T P C CIE TSEE Total
A252018
III 3 0 0 3 60 40 100

Course Objective
Course Objective of Marketing Analytics is to explain the concepts of marketing analytics, its
importance, market development strategies and CLV. To enable practical usage of pricing,
revenue management techniques and to use various digital marketing technologies.

Course Outcomes
At the end of this course, students will be able to:
• Acquire skills to perform fundamental marketing analytics
• Develop strategies to increase customer lifetime value through value addition.
• Assess and adopt the contemporary digital marketing techniques for strategy formulation
• Design the marketing mix strategies in response to marketing analytics
• Implement the pricing tools to support pricing strategies

UNIT I
Introduction: Introduction to Marketing Analytics and Market engineering challenges faced by
Marketing managers, Marketing Strategies for Marketing analytics, Resource allocation
perspective for Marketing Analytics
UNIT II
Market Development: Market Sizing, Segmentation, Targeting, Customer satisfaction meaning
and KANO Model, Customer Lifetime Value meaning, formula and significance, Brand loyalty
pyramid and Brand equity.
UNIT III
Technologies and tools: Web Analytics, Search Engine Marketing Vs Search Engine
Optimization, Data Mining- Classification, Clustering and Association, Big data, social media
analytics. Practical sessions on web analytics, social media analytics and data mining tools using
MS Excel, Google Analytics.

UNIT IV
Marketing Mix: Modelling, Consumer Analytics-Business, Intelligence architecture, Product
Management: New Product development, Product design and Product validation, Promotion,
Retail Tracking

UNIT V
Pricing and Revenue Management: Price elasticity of demand, relationship between price
changes to market share, Strategic Pricing Approach, Tactical Pricing, various Pricing models.

140
Text Books
1. Wayne L Winston, Marketing Analytics: Data Driven Techniques with Microsoft Excel,
Wiley, 2014
2. Ashok Charan, Marketing Analytics: A Practitioners Guide to Marketing Analytics and
Research Methods, World Scientific Publishing Co, 2020.
3. Gary L. Lilien, Arvind Rangaswamy., Arnaud De Bruyn. Principles of Market Engineering
and analytics., Third edition. Decision Pro., Inc.
4. Stephen Sorger, Marketing Analytics, Strategic Models and Metrics, San Bernadine Calif,
Admiral Press, 2013.

141
 STORES AND WAREHOUSE MANAGEMENT
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

Elective- L T P C CIE TSEE Total

A252019
III 3 0 0 3 60 40 100

Course Objective
To be able to understand requirement of storage of in-house, semi- finished and finished goods.
Classification requirements of retrieval and usage also learnt

Course Outcomes
After successfully completing this course students will be able to:
• Understand the importance of stores management.
• Differentiate P and Q inventory techniques
• Comprehend the importance of EOQ, various costs of inventory
• Analyze the various classification techniques.
• Differentiate the evolution of MRP-1 and MRP-2

UNIT I
Introduction to Stores Management: Meaning of inventory management, basic function,
relevant costs, behaviour of costs in relation to level of inventory

UNIT II
P and Q inventory techniques-1: Meaning and cycle of P and Q inventory techniques, Optimal
order quantity, assumptions of EOQ, derivation of formula of EOQ, costs of inventory

UNIT III
P and Q inventory techniques-2: Economic manufacturing batch size, Economic batch
quantity, joint cycle for multiple products, inventory model with purchase discounts,
considerations for uncertainties

UNIT IV
Inventory Classification techniques: Meaning of ABC and VED analysis, problems in ABC
analysis, Selective management control, periodic revision of classification, other classifications.
UNIT V
Service levels and MRP: Drawbacks of service levels, and safety stock computation, MRP
(Materials Requirement Planning)-1 and MRP (Manufacturing Resource Planning)-2, current
trends in managing inventory, case studies-market place model (Amazon, ebayetc)

142
Text Books

1. Chary S.N., Productions and Operations Management., 6th edition., Mc Graw hill
Publication,2019.
2. Chase Richard, Aquilano Nicholas et al., Operations Management for competitive
advantage., Mc Graw Hill Publication., January 2005.
3. David B Grant., Logistics, Supply Chain and Operations Management Case Study
Collection, Edition 1, 2016

143
 MAINTENANCE MANAGEMENT
MBA II Year II Trimester School of Management
Code Category Hours/ Week Credits Marks

Elective- L T P C CIE TSEE Total

A252020
III 3 0 0 3 60 40 100

Course Objective
To learn why maintenance is required for every activity, machines and processes. Skills learnt
will be useful to handle maintenance as an independent activity
Course Outcomes
After successfully completing this course students will be able to:
• Understand the importance of maintenance management.
• Demonstrate the types of maintenance.
• Comprehend the classification of spare parts
• Demonstrate the traditional and new methods of classification.
• Assimilate trends and challenges MM

UNIT I
Introduction: Primary and secondary objectives of Maintenance management, availability of
operations system, importance of statistics of failure, MTBF etc
UNIT II
Types of Maintenance: Breakdown and preventive maintenance, maintenance policy,
supportive organization conditions for better maintenance management, Work study of
maintenance, Total productive maintenance (TPM)

UNIT III
Spare parts management-1: Characteristics of Spare parts, conventional classifications, new
methods of classification, codification concept

UNIT IV
Spares management-2: Classification of spares for stocking policy analysis, maintenance or
breakdown spares, capital spares, insurance spares, and rotable spares

UNIT V
Future of MM: Current and future trends of materials management, failure analysis in
maintenance management, case study

Text Books
1. Chary S.N., Productions and Operations Management., 6th edition, McGraw hill
Publication, 2019.
2. Chase Richard, Aquilano Nicholas [Link]., Operations Management for competitive
advantage, McGraw Hill Publication, January 20053.
3. David B Grant., Logistics, Supply Chain and Operations Management Case Study
Collection, Edition 1, 2016

144
 ART OF PRICING
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

Open L T P C CIE TEE Total

A252021
Elective-II 1 0 0 1 60 40 100
Course Objective
Give an overview of Art of Pricing and to understand the relationship between profit and
growth.
Course Outcomes
At the end of this Art of Pricing course, students will be able to:
• Understand the importance of pricing
• Apply the pricing strategies.
• Analyze the role of pricing in value creation
• Identify the factors influencing pricing decisions
• Evaluate pricing impact on profit and growth

UNIT I
Introduction to Pricing: Introduction to pricing, Need for pricing, Pricing as a
competitive advantage, Price adjustments.

UNIT II
Pricing Strategies : Approaches to pricing, Pricing strategies - New product pricing
strategies, Competitive pricing strategies.

UNIT III
Value based Pricing: Value as a foundation to pricing, Creating value – Enhanced service,
insurance, Expanding pricing capabilities, Auction.

UNIT IV
Pricing Factors: Factors influencing pricing - Substitutes, Competitors, Income, Demand for
related products, Market environment,

UNIT V
Pricing for Profits and growth- Differential pricing, Segment based pricing, Auction, pricing
for profits and growth.

Text Books
1. Philip Kotler, Kevin Keller, Marketing. Management, 15/e, Pearson

References
1. Rafi Mohammed, The Art of Pricing – How to find the hidden profits to grow your
business, Crown Business, 2005

145
 Personal Growth Lab
MBA II Year I Trimester School of Management
Code Category Hours/ Week Credits Marks

Open L T P C CIE TSEE Total

A252022
Elective-II 1 0 0 1 60 40 100

Course Objective
The course aims to provide a non-judgmental space for self-awareness, r inner growth and
development.

Course Outcomes
At the end of this Personal Growth Lab course student will be able
• To understand and improve self.
• To focus on personal management and effective relationships
• To analyse one’s own feelings and behaviours
• To develop personality and better attitude
• To improve interpersonal relations and personal growth

Course content
• Self-Awareness and Self esteem
• Life roles
• Social roles and organisational roles
• Feeling, thinking and behaviours
• Life Positions, scripts and games

Text Books
1. John [Link] and Keith Davis, Organizational Behaviour - Human Behavior at
work, 11/e, Tata McGraw Hill, 2003
2. Robert N. Lussier, Human Relations in organizations, 6/e, Mc-Graw Hill Education.
3. Whetten & Cameron, Development Management Skills, 7/e, Pearson.

References
1. UdaiPareek, Understanding Organizational Behaviour, Oxford University Press, 2018.
2. Calvin S Hall, Gardner Lindzey, John B. Campbell, Theories of Personality, Wiley, 2014

146
 PROJECT FINANCE

MBA II YEAR III TRIMESTER SCHOOL OF MANAGEMENT

Code Category Hours / Week Credits Marks
Elective- L T P C CIE SEE Total
A262001
IV 3 0 0 3 60 40 100

Course Objectives:
The course aims at a study of various financing options for projects, valuation of the projects,
basic project structure models & also in managing the project risk

Course Outcomes:
At the end of the course students will be able to
● Familiarize on project finance concepts
● Employ various project selection techniques
● Apply tools for evaluating the project
● Analyze the capital structure decisions for different projects
● Manage the credit risk & project risk

UNIT I
Project Finance Overview and Fundamentals: Introduction to Project Finance, Origin
and Evolution of Project Finance, Reasons for Project Finance, key stakeholders to project
finance, Project Finance VS corporate finance.

UNIT II
Project Selection: Situational Analysis, Collection of Secondary Information, Market
Survey, Demand Forecasting, Market Planning, Technical Analysis, Manufacturing
Process/Technology, Schedule of Project Implementation, need for considering
Alternatives, Financial Estimates and Projections

UNIT III
Valuing Projects: Time Value of Money, Investment Criteria, Project Cash Flows, Cash
Flow Estimations, Cost of Capital & Capital Budgeting Techniques, Choice between
Mutually Exclusive Projects of unequal life, Judgmental, Behavioral & Organizational
Considerations

UNIT IV
Financing of Projects: Capital Structure, Different forms of financing, Raising Venture
Capital, Raising Capital in International Markets, Financing Infrastructure Projects, Public
Private Partnership, Structure of PPP, FIs lending exclusively to Infrastructure Project.

UNIT V
Managing Project Risks and Credit Risk in Project Finance: Risk Identification, Project
Specific, Supply Risk, Off-take and Sales Risk/Market Risk, Market Quantity, Sales Contracts,
Capacity Contracts, Transportation Risk, Repayment Risk, Legal Risk, Preparation of Risk
Matrix, Credit Risk Management, Bank Capital and Risk Management

147
Text Books
1. Dr. Prasanna Chandra, Projects Planning, Analysis Financing Implementation &
Review Data, TATA McGraw Hill 9/e, 2019
2. Harold Kerzner, Project Management, A System approach to Planning Scheduling and
Controlling, Wiley, 12/e, 2017

References:

1. Stephen Gatti, Project Finance in Theory and Practice: Designing, Structuring, and
Financing Private and Public Projects, 2/e, Elsevier, 2012.

148
 HR ANALYTICS
MBA II Year III Trimester School of Management
Code Category Hours/ Week Credits Marks

Elective- L T P C CIE TSEE Total

A262002
IV 3 0 0 3 60 40 100

Course Objective
The objective of this course is to develop the students with the concepts of HR analytics, the
tools, and implementation of HR analytics
Course Outcomes
At the end of this HR Analytics course, students will be able to:
• Understand the concepts of HR Analytics and its role
• Utilize the tools & techniques to collect effective data for HR Analytics
• Apply the HR Analytics and predict the trends in an organization using Excel.
• Use visualization tools and present HR analytics effectively
• Identify the future challenges of the HR Analytics

UNIT I
Introduction To HR Analytics: HR Information Systems and Data Sources, HR Analytics,
Evolution of HR Analytics; HR Metrics and HR Analytics; Intuition Versus Analytical
Thinking; Analytics Frameworks Like LAMP, HR Scorecard & Workforce Scorecard
UNIT II
Data For HR Analytics: HR Data and Data Quality, Data Collection, Big Data for HR,
Transforming HR Data into HR Information, Process of Data Collection for HR Analytics, Data
Collection for Effective HR Measurement, Datafication of Human Resources
UNIT III
Predictive HR Analytics: (Practice using IBM-SPSS / MS Excel ) Predictive HR analytics,
Need, Applications of predictive HR analytics, Diversity analytics, Employee attitude surveys,
Predicting employee turnover, Predicting employee performance, Recruitment and selection
analytics, Recruitment to HR cost, Training & Development cost per employee, Operating cost
per employee, HR cost per employee

UNIT IV
Analytics and Visualization: Moderation and Interaction analysis, Multi-level linear
modelling, Curvilinear relationships, Structural equation models, Growth models, Latent
class analysis, Visualization tools, Creating charts and graphs, Creating pivot Table,
Creating HR dashboards.
UNIT V
HR Analytics-Future Challenges: Technology and challenges in HR Analytics, Review
and monitoring, Issues in HR valuation and measurement; Emerging challenges: Global and
Indian Experience.

149
Text Books

1. Dipak Kumar Bhattacharyya, HR Analytics: Understanding Theories and

Applications, Sage Publications, 2017.
2. Dr Martin R. Edwards, Kirsten Edwards, Predictive HR Analytics Mastering the HR
Metric, Kogan Page, 2019.
3. Dr Saroj Kumar, Mr. Vikrant Verma, HR Analytics, Thakur Publication Pvt Ltd,
2022.

Reference Books

1. Jac Fitz-Enz, The HR Analytics: Predicting the Economic Value of your Company's
Human Capital Investments, Amacom, 2018.
2. Phillips, J., & Phillips, P.P., Making Human Capital Analytics Work: Measuring the
ROI of Human Capital Processes and Outcomes. McGraw-Hill, 2014.
3. Fermin Diez, Mark Bussin, Venessa Lee, Fundamentals of HR Analytics - A Manual
on Becoming HR Analytical, Emerald Publishing Limited, 2019

150
 CUSTOMER RELATIONSHIP MANAGEMENT
MBA II Year III Trimester School of Management
Code Category Hours/ Week Credits Marks

Elective- L T P C CIE TSEE Total

A262003
IV 3 0 0 3 60 40 100

Course Objective
Course Objective of Customer Relationship Management is to understand CRM strategy
development, implementation and the applications of CRM in digital media.

Course Outcomes
At the end of this Customer Relationship Management course, students will be able to:
• Identify the need and implications of customer relationship management in an
organization.
• Apply the customer lifetime value analysis techniques
• Determine and develop the customer value propositions using CRM strategies
• Evaluate the effectiveness of CRM implementation strategies
• Identify and adopt the opportunities arising from latest developments of CRM
trends
UNIT I
Introduction to CRM: Concepts and Components of CRM, Benefits of CRM, CRM
Significance to Stakeholders, Value to the Customer, Managing the Customer Life Cycle.

UNIT II
Customer portfolio: Customer Profile Analysis, Customer portfolio Management, Customer
Perception, Customer Experienced Value, Customization, Selection of Profitable Customer
Segments.

UNIT III
Value Creation Process: Value Proposition, Sources of Customer Value, Value Assessment,
Value through Marketing Mix, Acquisition, Customer Retention, Customer Retention Strategies,
Types of Relationship Management, Models of CRM.

UNIT IV
CRM Process: Steps in Developing a CRM strategy, Characteristics of a defined CRM strategy,
Types of CRM Implementation Projects, CRM Implementation effectiveness, Challenges in
Implementation, Analytical case study on CRM-Garment industry.

UNIT V
CRM Tools: Analytical CRM, Operational CRM and e- CRM, Functional Components of e
CRM, Applications of CRM in B2B and B2C.

151
Text Books

1. Jagadish N Sheth, Parvatiyar Atul , G Shainesh, Customer Relationship Management, 1/e,

2017
2. V Kumar, Werner Reinartz Customer Relationship Management – Concept, Strategy and
Tools, 3/e, Springer, 2018

References

1. Francis Buttle, Stan Maklan, Customer relationship management: Concepts and

Technologies, 3/e, Routledge, 2015
2. Paul Greenberg, CRM at the speed of light, 4e, TMH, 2017
3. N H Mullick, Customer Relationship Management, 1/e, , Oxford University Press, 2016

152
 STATISTICAL TECHNIQUES FOR QUALITY CONTROL
MBA II Year III Trimester School of Management
Code Category Hours/ Week Credits Marks

Elective- L T P C CIE TSEE Total

A262004
IV 3 0 0 3 60 40 100

Course Objective
To understand the various processes and metrics of quality, productivity and performance

Course Outcomes
After successful completion of the course, students will be able to
• Establish the statistical process control
• Demonstrate the concepts control charts to improve the quality standards of the process.
• Comprehend the attributes of statistical product control
• Analyze the variables in statistical product control
• Apply the idea of Sampling Plans to control the quality of industrial outputs

UNIT I
Statistical Process Control: Statistical quality control: Causes of quality variation, Control
charts for variables and attributes, Rational subgroups, Construction and operation of σ, R, np, p,
c and u charts, Process capability analysis using histogram, probability plotting and control
chart-problems related to it
UNIT II
Advanced Control Charts: Specification limits and tolerance limits - Modified control charts -
Basic principles and design of cumulative – sum control charts – Concept of V-mask procedure–
Tabular CUSUM charts

UNIT III
Statistical Product Control: Attributes – Acceptance sampling: Sampling inspection by
attributes–single, double and multiple sampling plans–Rectifying Inspection, Measures of
performance: OC, ASN, ATI and AOQ functions, Concepts of AQL, LTPD and IQL, Dodge–
Romig
UNIT IV
Statistical Product Control: Variables - Sampling inspection by variables - known and unknown
sigma variables sampling plan - Merits and limitations of variables sampling plan – Derivation
of OC curve– determination of plan parameters

UNIT V
Continuous Sampling plans: Continuous sampling plans by attributes - CSP-1 and its
modifications - concept of AOQL in CSPs -Multi-level continuous sampling plans - Operation
of multi-level CSP of Lieberman and Solomon –Wald-Wolfowitz continuous sampling plans

153
Text Books

1. Montgomery, D.C.(2009), Introduction to Statistical Quality Control, Sixth Edition,

Wiley India, New Delhi.
2. Duncan, A.J.(2003), Quality Control and Industrial Statistics, Irwin-Illinois, US.

References

1. Juran, J.M and DeFeo, J.A (2010), Juran’s Quality control Handbook – The
Complete Guide to Performance Excellence, Sixth Edition, Tata McGraw-Hill, New
Delhi.
2. Schilling, E.G and Neubauer, D.V.(2009), Acceptance Sampling in Quality Control,
Second Edition, CRC Press, New York.
3. Ross, S.M. (2009), Introduction to Probability Models, Academic Press Publishers

154
 FINANCIAL MODELING USING EXCEL
MBA II YEAR III TRIMESTER SCHOOL OF MANAGEMENT
Code Category Hours / Cred Marks
Week its
Elective- L T P C CIE SEE Total
A262005
V 3 0 0 3 60 40 100

Course Objectives:
The course aims at creating a summary of a company's expenses and earnings, typically using
Excel spreadsheets. Companies use financial modeling to forecast how future events or
endeavors will affect business and identify financial risks or opportunities and determine the
value of the business.

Course Outcomes:
At the end of this course, the students will be able to
• Apply the data modeling tools and techniques
• Use the statistical tools for distribution of data
• Prepare the financial statements using excel
• Apply various tools to make the capital budgeting decisions.
• Use Excel techniques in portfolio theory.

UNIT I
Introduction: Data Modelling, Data Modeling Tools, Need for Data Modeling Tools,
Types of Data Models, Critical Factors to Consider while Selecting the Data Modeling
Tools, Best Data Modeling Tools in the Market.

UNIT II
Sensitivity Analysis Using Excel: Scenario manager, other sensitivity analysis features,
simulation using excel, Different statistical distributions used in simulation, Generating
random numbers that follow a particular distribution, building models in finance using
simulation.

UNIT III
Forecasting of Financial Statements: Preparation of common size statements using
Excel, Preparation and Analyzing financial statements using spreadsheets.

UNIT IV
Project Appraisal with Excel: Estimation of present and future cashflows using spread
sheets, Free Cash Flow Methods, Discounted cashflow methods.

UNIT V
Excel in Portfolio Theory: Determining efficient portfolio, creating dynamic
portfolios, portfolio insurance, fixed income portfolio management using Excel, Excel
in derivatives - Black and Scholes model in Excel, Greeks in Excel, real options
valuation, building a mega model.

155
Text Books:
1. Principles of Financial Modelling: Model Design and Best Practices Using Excel
and VBA, Michael Rees, Wiley, 2018

2. Financial Analysis and Modelling using Excel and VBA Paperback, Chandan
Sengupta, Wiley, 2/e, 2011.

References:
1. Using Excel for Business and Financial Modelling: A Practical Guide, Danielle
Stein Fairhurst, Wiley, 2019.
2. Hands-On Financial Modeling with Microsoft Excel 2019: Build practical models
for forecasting, valuation, trading, and growth analysis using Excel 2019 Kindle
Edition, Shmuel Oluwa, Kindle Edition, 2019.
3. Financial Valuation &Modelling, Sheeba Kapil , Wiley, 2021.

156
 Managing Teams
MBA II Year III Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A262006 Elective-V
3 0 0 3 60 40 100

Course Objective
The objective of this course is to give students certain insights of various types of teams and
their role in the organizations and various issues faced by the teams in the attainment of
organizational goals.
Course Outcomes
At the end of this course, students will be able to:
• Understand various types of group and team compositions utilized in work
environments.
• Learn techniques and methods of forming teams.
• Explore the cultural impact on organizational teams
• Analyse the evaluation of team effectiveness
• Assess the importance of leadership in teams functioning
UNIT I
Introduction to team management: The concept of team and team management, Features of
team, Types of teams, characteristics of effective teamwork, Factors that stimulate the
emergence of teams, Team Functions and Roles, Advantages and disadvantages of teamwork.

UNIT II
Team formation: The concepts of team-spirit and team-building, managing organizational and
individual factors of team formation, The main features and basic principles of team building,
Team norms, Strategies for Building a High Performance Teams

UNIT III
Culture and teams: The essence of the organizational culture of organization and the teams,
means to support organizational culture in the team. The influence of organizational culture on
the efficiency of the company. Team mission, managing multicultural teams, Adaptive teams,
communication in teams, giving feedback

UNIT IV
Evaluation of the team effectiveness: Team Assessment, The effectiveness of the team, the
nature and basic approaches (target, resource, internal processes). Symptoms of Bad Teamwork,
The FIVE Dysfunctions of a TEAM, Causes of conflicts in the teams. forms of behavior in
conflict and ways of resolving conflicts, Stages of negotiations. Negotiation strategy and tactics.

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UNIT V
Leadership in team management: The concept of leadership. Leader actions that foster
teamwork, the leader-member exchange model and team work, Ginnett's team leadership model,
Functional and team roles: the principle of competence and the principle of superiority.

Text Books

1. Luthans, K. W., Luthans, B. C., Luthans, F. (2021). Organizational Behavior: An

Evidence-Based Approach, 14th Edition. United States: Information Age Publishing.
2. Review, H. B. (2010), Managing Teams, United States, Harvard Business Review
Press.

Reference Books

1. Gary Yukl, Nishanth Uppal, Leadership in organizations, Pearson, 3e, 2019.

2. Making the Team: A Guide for Managers (5th Edition) Leigh L. Thompson. Pearson
Prentice Hall.

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 SALES AND DISTRIBUTION MANAGEMENT

MBA II YEAR III Trimester School of Management

Code Category Hours / Week Credits Marks

L T P C CIE SEE Total

A262007 Elective-V
3 0 0 3 60 40 100

Course Objective
To provide knowledge on various concepts of sales and distribution management,
sales process, sales force management and distribution channels.

Course Objectives:
At the end of the Course students will be able to
• Explain the concepts of sales and distribution management.
• Know the concepts of sales planning and budgeting
• Describe the process and managing of the salesforce
• Evaluate different techniques of sales analytics
• Apply salesforce compensation methods effectively in an organization.

UNIT I:
Introduction: Evolution of Sales Management, Nature and Importance, Roles, Types and
Skills of Sales Managers, Sales Objectives, Strategies and Tactics, Emerging Trends,
Linking Sale and Distribution Management, Buying Decision, Sales Knowledge and Sales
Related, Marketing Policies, Sales Process, Transactional and Relationship Selling

UNIT II:
Sales Planning and Budgeting: Strategic Planning, Role of Marketing & Sales,
Marketing & Personal Selling Strategies, Sales Strategy, Developing Sales Forecast,
Forecasting Approaches, Sales Budget, Defining Sales Territories, Procedures, Assigning
Territories, Managing Territories, Sales Quotas.

UNIT III
SalesForce Management: Concepts of Sales Organization, Types of Sales Organization,
Structures, Sizing and Staffing the SalesForce, Training and Motivating Sales Force,
Compensating and Leading Sales Force, Evaluating and Controlling the performance of
SalesForce.

UNIT IV
Distribution Management: Definition, Need for Distribution Management, Need for
Distribution Channels, Relationship of Flows to Service Levels, Channel Levels, Service
Channels, Retailer as a Salesman, Trading/Retail Formats, E-Tailing, Wholesale–Functions &
Classification, Major Wholesaling decisions.

UNIT V:
Designing Channel Systems: Channel Design Factor, Channel Planning Process, Training,
Motivating & Evaluating Channel members, Channel Design Comparison, Implementation,
Vertical Integration, Channel Management, Power & Conflict, Principles of Channel
Management.

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Text Books:

1. Krishna K. Havaldar, Vasant M. Cavale) Sales and Distribution Managem

2. Tapan K. Panda and Sunil Sahadev, Sales and Distribution Management, Oxford
University Press, 2019

References:

1. Still, Cundiff, Govoni, Sales Management, Pearson, 2017, 6/e,

2. Pingali Venugopal, Sales and Distribution Management – An Integrative Approach, Sage, 2/e,
2020

160
 SUPPLY CHAIN OPTIMIZATION ANALYTICS
MBA II Year III Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A262008 Elective-V
3 0 0 3 60 40 100

Course Objective
To know the importance of data in the business and consider data as scientific decision-making
tool to improve process in SCM

Course Outcomes
After successfully completing this course students will be able to:
• Establish the network design in SC
• Demonstrate the concepts of Network optimization models.
• Comprehend the role of analytics in SC
• Demonstrate the role of decision tree in SC.
• Assimilate strategic issues in SCM

UNIT I
Network design in SC: Network design in SC, Network design in global SC, alternative
channels of distribution, location decisions in SC

UNIT II
Network Optimization models: Using Excel solver for Network Optimization, Uncertainty in
Network design, Network design in uncertain environment and flexibility, flexibility in SC,
Case Study: GATI

UNIT III
Analytics in SC: Optimal level of product availability in SC, time value of money in SC,
different types of analytics in SC, Predictive modelling in forecasting in SC, representation of
uncertainty in SC

UNIT IV
Role of Decision tree in SC: Using decision tree in handling Uncertainty, example of using
decision in incorporating uncertainty in single factor and two factors

UNIT V
Strategic issues in SC: Modelling flexibility in SC, Implementation stages: Identifying the
Business Problem, finding data, Choose the Right Team, Select Right Tools, Measure success,
Stages of achieving SCA maturity, Widely Used Tools in SCA

161
Text Books

1. Sunil Chopra, Peter Meindl, D.V. Kalra, Supply Chain Management, 6/e Sixth Edition,
Pearson Publishers, (2016)..
2. Jeremy F. Shapiro. Modeling the Supply Chain., South Western publishers, (2006).
3. Simchi.D Levi, P. Kaminsky, E. and Ravi Shankar. Designing and Managing the Supply
Chain concepts, Strategies and Case studies, Third Edition, Tata McGraw Hill, New
Delhi, (2008).
4. Rahul Saxena., Anand Srinivasan, Business Analytics: A Practitioner’s guide.,
International Series in OR and Management Science,(2012).
Journals

1. Supply Chain Management: An International Journal

2. Supply Chain Management Review
3. International Journal of Purchasing and Materials Management
4. International Journal of Physical Distribution & Logistics Management

162
 PROJECT WORK
MBA II Year III Trimester School of Management
Code Category Hours/ Week Credits Marks

L T P C CIE TSEE Total

A262030 Project
0 0 2 1 100 - 100

Students should do a project in their specialization stream . The objective of the project is to

offer a deeper understanding and practical exposure in their specialized area.

After completion of Project students have to give progress review to the supervisor and present a

final report.

163