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MBAT 428
THIRD SEMESTER CODE MBAT 511 MBAT 512 MBAT 513 MBAT 514 MBAT 515 MBAT 516 MBAT 517 COURSES Marketing Management for Tourism Tourism Law International Management Air Fares and Airlines Management Travel Agency & Tour Operations Management Communication Skills and Public Relations Comprehensive Viva voce Total FOURTH SEMESTER CODE MBAT 521 MBAT 522 MBAT 523 MBAT 524 MBAT 525 COURSES Event Management Customer Relationship and Services Management E-commerce and Web Marketing for Tourism Project Work Viva-Voce Comprehensive Viva voce Total MARKS CREDITS 100 100 100 150 50 50 550 3 3 3 6 1 16 HARD / SOFT H H S H H MARKS CREDITS 100 100 100 100 100 100 50 650 3 3 3 3 3 2 1 18 HARD / SOFT H S S H H S H
Unit - I Nature of Management Tasks of a Professional Manager Social Responsibilities of Business Manager and Environment Systems approach to Management Levels in Management Managerial Skills. Unit - II Planning Steps in Planning Process Scope and Limitations Short Range and Long Range Planning Flexibility in Planning Characteristics of a Sound Plan Management by Objectives (MBO) Policies and Strategies Scope and Formulation Decision Making Techniques and processes. Unit - III Organising Organisation Structure & Design Authority Relationships Delegation of Authority and Decentralisation Interdepartmental Coordination Emerging Trends in Corporate Structure, Strategy and Culture Impact of Technology on Organisational design Mechanistic vs. Adoptive Structures Formal and Informal Organisations. Unit - IV An Overview of Staffing and Directing functions Controlling Prerequisites of Control Systems Control Process Methods, Tools and Techniques of Control Design of Control techniques Choices in Control. Unit - V Comparative Management Styles and Approaches Japanese Management Practices Organisational Creativity and Innovation Management of Innovation Entrepreneurial Management Bench Marking Best Management Practices Across the world Management of Diversities Select cases of Domestic and International Corporations.
REFERENCE BOOKS
1. 2. 3. 4. 5. 6. Management, Koontz & Weirich, McGraw Hill. Management, Richard .M Hodgets, Academic Press. Management, Hampton, McGraw Hill. Management, Stoner & Wankel, Prentice Hall. Practice of Management, Peter F. Drucker, Pab Books. Innovation and Entrepreneurship, Peter F. Drucker, Heinman. 3
7. Important Business Magazines like : Business India, Business World and Fortune International.
Unit-III Communication - Nature and significance - barriers to effective communication- Joe Harry Window - Communication systems - verbal and non Verbal communication. Unit- IV Morale and Motivation Theories of Motivation Organizational change and development Organizational climate and culture. Unit-V Leadership- Leadership styles- Conflict and Collaboration sources and classification conflicts- stress- Organization structure and design Management of change. REFERENCE BOOKS 1. Organizational Behaviour 2. Organization Behaviour 3. Human Behaviour at Work : Stephen P Robins : Fred Luthans : Keith Davis
Objectives :
Unit-I World geography: Physical geography of North, South and Central America, Europe, Africa, Asia & Australasia . Unit-II World Economic Geography: North, South and Central America, Europe, Africa, Asia & Australasia ,Transport, major Tourism Activities and destinations. Unit-III Aviation Geography, IATA areas, sub areas & sub regions, IATA three letter city code, Airline code, latitude and longitude, International Date Line, Time Zones, calculation of time, GMT variation, concept of elapsed time, flying time and grounding time. Unit-IV Planning and development of different tourism activities in different climatic regions, a case study of China, Switzerland, France, Malaysia, Maldives, Hong Kong, Sri Lanka. Unit- V Travel formalities, familiarization with TIM, passport, VISA, Health certificate, currency certificate, insurance, customs, credit card and travelers cheque, money transfer. REFERENCE BOOKS 1. A Geography of Tourism : Robinson, HA 2. The Geography of Travel and Tourism :Burton, Rosemary 3. Geography of Travel and Tourism : Boniface B. and Cooper C 4.A geography of Tourism : Mc Donals and Evans 5. Encyclopedia of World Geography 6. India : Lonely Planet Publication 7. Travel Information Manual 8. ATLAS 9. Blue and Red OAG To know the popular tourism destinations of the world ; To study the relationship of geography with tourism and travel ; To familiarize with the socio- cultural, economic and climatic conditions of the destinations.
REFERENCE BOOKS
1. The Wonder that was India 2. A Cultural History of India 3. India 4. India Plan your own holiday 5. Travelers India 6. Museums of India 7. The Art of Ancient India 8. Indian Architecture 9. Facets of India 10. Cultural Heritage of India : A. L Basham : A. L.Basham : Lonely Planet Publication : S. Jaganathan : H.K.Kaul : S. Punja : S. Huntington : Percy Brown : Spectrum Series : Shalin Singh
REFERENCE BOOKS
1. Personnel Management in Indian Organisations (Oxford & IBM Publishing Co.Ltd). : Pramod Verma: 2. Personnel Management and Human Resources (Tata Mc-Graw Hill) : Venkata Ratnam C.S & Srivatsava B.K.: 3. Managerial Effectiveness and Quality and Work Life S. K. Chakravarthy 4. Developing People and Organization, Business Book Pvt. :H.K Shivadasni
REFERENCE BOOKS
1. 2. 3. 4. 5. Grewal T.S. : Double Entry Book Keeping (Delhi : Sultan Chand) Gupta R.L. : Advanced Accounting (Delhi : Sultan Chand) Gupta S.P. : Management Accounting Hampton .J : Financial Decision Making (Delhi : Prentice Hall India) Prasanna Chandra : Financial Management
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REFERENCE BOOKS
1. 2. 3. 4. 5. Data Base Management concepts Hendry Korth. Programming with C++ - Balaguruswamy. Information Technology by Mr. Gary Ink Pen. The Tourist Business by Mr. Lundberg Donald. The Tourist Industry by Norval, A.J. 11
Unit I : Basic Principles of Tourism Ecology Ecology and its relevance for the Tourism Sector 5 basic laws and 20 great ideas in Ecology Basic properties of Ecosystems and their relevance in the context of Tourism Diversity (Habitat, species, community, Ecosystems and cultural) absorbing capacity carrying capacity resilience stability dynamics multi-functionality integrity and sustainability Ecosystem processes goods and services with special reference to Tourism activities An overview of Tourism Environment linkages. Unit II : Human Populations, Tourism and Environment Introduction to human ecology Tourism geography Pollution ecology Energy Environment nexus Non-equilibrium Ecology Ecological foot-prints Ecological and SocioEconomic indicators ecological Economics Eco-Tourism and Eco cultural tourism Adaptive / Sustainable management of Ecosystems with special reference to Tourism. Unit III : Conservation / Restoration Ecology, Ethics and Codes of Conduct with special reference to Tourism : Paradigm shifts in Tourism Ecology Tourism and habitat fragmentation management of Ecosystems Basic principles Goals and strategies with special emphasis on Tourism Environmental ethics a comparison of Western and traditional non-Western conservation ethics and their relevance for tourism codes of conduct for different stake-holders Tourism certification programmes and Tourism Ecology. Unit IV : Tourism and Development Development Definitions and broad principles Eco-development / Sustainable development Definitions and their relevance for Tourism; Common property resources and their management of tourism; Human wildlife- tourism interactions; Alternative / Appropriate tourism typology- Eco tourism, Eco culture Tourism, Heath Tourism, Heritage Tourism, Adventure Tourism, Farm Tourism, Urban Ecotourism, Eco development Tourism, Fishing Tourism Strategies and constraints. Unit V : Tourism And Environment A Futuristic Perspective Envirmental education and legislation- needs and strategies with special emphasis on tourism ; suggestion for long term sustainable tourism activities institutional and policy framework based on integrated and gender balanced approaches and poverty reduction by stakeholders participation ; a critical review of tourism policy and Ecotourism policy of India ; Tourism planning and implementation in India- policy alternatives for sustainable development; Sustainable tourism planning for Ecologically sensitive areas- case studies from mountain, coastal / island eco system. REFERENCE BOOKS 1. Environmental science earth as a living planet : Botkin, D.B& E.A. Keller 2. Ecological principles for Economic Development :Dasman, R.F., J.P.Milton & P.H. Freeman. 3. Coastal recreation and Management :Goodhead, T. & D.Johnson 4. Conservation Ecology: Managing science/ Partnerships - Rogers. K. 12
REFERENCE BOOKS:
1. Service Marketing : Helen Woodruff. Macmillan India ltd. 2. Gray and Ligouri: Hotel and motel management and operations ( Delhi: prentice Hall India) 3. Andrews: Hotel front office training manual ( Bombay: Tata Mcgraw Hill) 4. Negi: Hotels for Tourism Development ( Delhi: Metropolitan India) 5. Arthur & Gladwell: Hotel Assistant Manager( London communica, Barril, Jenkins) 6. Negi: Professional Hotel Management( Delhi: S.Chand)
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REFERENCE BOOKS:
1. 2. 3. 4. 5. 6. International Tourism Management: By A.K. Bhatia, Sterling Publishers Pvt. Ltd. 2001 Marketing Management Kotler, P: (Delhi : Prentice Hall India) Tourism Marketing JHA, S.M. (Bombay : Himalaya) Cravens : Marketing Management (Delhi : AITBS) Cundiff & Still : Sales Management (New Yoek: Mc. Graw Hill) John Swarbrooke and Susan Horner
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Unit - V
Environment Act Environment rules Forest Act Forest Conservation Act Wild life Protection Act General suggestions to improve tourism in India.
BARE ACTS:
Contract Act - Consumer Protection Act, 1986 - Constitution of India - Criminal Procedure Code 1973 - Environmental Protection Act, 1986 - Foreign Exchange Management Act - Forest Conservation Act, 1980 - Negotiation Instruments Act, 1881 - Prevention of Food Adulteration Act, 1954 - Passports Act, 1967 - RBI guidelines - Sale of Goods Act, 1930 - The Pondicherry code-volume I - Wildlife Protection Act, 1972.
REFERENCE BOOKS:
1. Mercantile Law N.D Kapoor 2. Introduction to company Law Avtar singh. 3. Universals Labour and industrial law manual.
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REFERENCE BOOKS:
1. International management, Richard M. Hodgetts and Fred Luthans, McGraw- Hill International edition, 1991. 2. global Marketing Management, Warren J.Keegan, Prentice Hall of India (P) Ltd., 3. global marketing, Czinkotn, Dryden press 1995. 4. International marketing, Phillip R. Cateora and john L. Graham, Mcgraw-Hill International edition 1999.
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Objectives :
- To understand the structure of airline industry - To understand the airport and airlines management linkages - To study the international airfares, regulations and formalities to travel. - To study different organizations and their contribution to airlines management. Unit-I Role of IATA and its function, ICAO its role and function, Airport Authority of India, Open sky policy, International conventions ; Warsaw convention 1924, Chicago convention 1944, Brussels convention 1970, 1961, Berlin Convention 1961 and 1966, International convention on travel contract, Brussels 1970, Athens convention 1974, Helsinki accord 1976. Unit- II Management of Airlines 4 Ps of marketing, Types of airlines, airlines personnel and revenue earning, airport management, study of aircraft parts, the aircraft turnaround, the control tower, Airport facilities and special passengers, airport access, check in facilities, landing facilities for departing passengers, in-flight services, cabin component, audio and video projection equipment, emergency equipment for disembarkation, in-flight entertainment, classes of service with more comport. Unit-III Aviation geography: IATA areas, sub areas, sub regions, familiarization with OAG : three letter city and airport code, airline designated code, minimum connecting time, global indicator, familiarization with Air tariff : currency regulation, NUC conversion factors, general rules, planning itinerary by air, Introduction to fare construction, mileage principles, fare construction with Extra Mileage Allowance (EMA), Extra Mileage Surcharge. Unit-IV One Way and Return Trip, Circle trip journey, open jaw, add-on, mixed class journey, HIP check, Back Haul Minimum Check (BHC), CTM check Indirect Travel Limitation, Around the world fare, special fares Unit-V Issue of manual ticket, reservation procedure. MPD, MCO, PTA and their purposes, universal air travel plan: types of air travel card. Bank Settlement Plan (BSP) REFERENCE BOOKS 1. OAG 2. Air Tariff Book 3. Worldwide Rules 4. IATA Ticketing Hand Book 5. Airport Business- R. Doganis 6. All you wanted to know about airlines functions- K. Sikdar.
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MBAT - 515 - TRAVEL AGENCY & TOUR OPERATIONS MANAGEMENT Credits: 3 Objectives :
Unit-1 History & growth, emergence of Thomas Cook and American Express, Types of travel agency and tour operation, distinction between wholesale and retail travel agency, integration and linkages, setting up a travel agency, sources of income. Unit- II Function of a travel agency and tour operator Itinerary planning: domestic and international. Tips and steps for itinerary planning, Dos and do not of itinerary preparation, limitation and constrains. Types of Tour, tour formulation and designing process, group tour planning and component, Unit-III Meaning of tour package, types and forms of tour package, costing, quotations, FIT and GIT tariffs, confidential tariffs, voucher- hotel and airline and exchange order, Pax docket, status report, AGT statements, merits and demerits of package tour, special requirements for outbound packages, liasioning and selling package tours, commission, mark up, services charges Unit-IV Govt. rules for getting approval, IATA rules, regulations for accreditation, documentation, entrepreneurial skill for travel, tourism and hospitality: problems of entrepreneurship in travel trade, consumer protection act 1986 and MRTP act applicable to the tourists as consumers, clients complaints handling, Unit-V linkages with major railways and cruise system in the world : Indian railways facilities and amenities for passengers, surface transport system, car rental companies, inter state bus and coach network. Tourism bill of rights, Manila declaration, Acapulco document. REFERENCE BOOKS 1. Travel Agency and Tour Operation, Concepts and Principles 2. Professional Travel Agency Management 3. The Business of Travel Agency Operations and Management 4. The Business of Tourism 5. Management of Travel Agency and Tour Operation :J.M. S Negi :Chunk, James, Dexter & Boberg : D.L Foster : Holloway, J.C : Mohinder Chand To understand the various activities of travel agency and tour operation business To understand the packaging and itinerary planning To study the linkages of travel agency with other related organizations
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Unit I
Customer Relating Management in Tourism Customer Acquisition and Retention Customer Loyalty - Customer Profitability and value Modeling Customer Satisfaction Measurement Customer Feedback and Service Recovery. Unit II Managing and Sharing Customer data - Customer information databases Ethics and legalities of data use Data warehousing and data mining Data analysis market Basket analysis (MBA) click stream analysis - Personalization and collaborative Filtering. Unit III Marketing of Services Tourism as a Service - Characteristics of Services Classification of Services Building Service aspirations Consumer Behavior in Service encounters. Unit IV Marketing Mix in Services The SEVEN Ps - Product Price Place Promotion -People Process Physical Evidence Balancing Demand and Capacity Popular Strategies. Unit V Service Delivery Types and Causes of Service Quality gaps Measuring and Improving service Quality - Strategies to resolve the gaps. REFERENCES BOOKS 1. Christopher Lovelock & Jochen Wirtz - Services Marketing, Pearson Education, Delhi. 2. Zeithmal, Parasuraman & Berry Delivering Quality Service, The Free press. 3. Andry silmore, Services Marketing & Management, Response Books, Sage Publications, Delhi. 4. Jagdish Seethu, Etal, Customer Relationbship Management. 5. Customer Relationship Management, Stancles A.Brown, John wiley & Sons.
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MBAT 523 - E-COMMERCE AND WEB MARKETING FOR TOURISM Credits : 3 Objectives: To help the learner understand the scope and concept of E-Business To provide a framework to understand the E-Business technologies as applied to the needs of Tourism Industry Unit I Internet an introduction to its history, growth and functioning. Types of business and players on the internet. E-Business environment and Opportunities. E-Business value chain Porters value chain model. Unit II Electronic market place technologies overview of EDI. E-Business models and their applications. B2C, B2B, G2G E-Commerce Unit III Payment schemes used in e-commerce payment gateways Electronic cash and electronic payment systems Purchase order process. Enterprises networking and access to internet. Unit IV Internet marketing Affiliate marketing, Email marketing and web advertising. E-Business security and privacy issues. Unit V Designing successful tourism and travel websites. Starting an online Business and promoting it. REFERENCE BOOKS: 1. Web Commerce Technology Handbook Daniel Minoli and Emma Minoli 2. E Commerce : Strategy, Technologies and Applications by David Whitley 3. Internet for everyone Author : Alexis Leon and Mathews Leon 4. Starting an E- Commerce Business for Dummies Author George Holden PRACTICAL : HTML : (An introduction to basic HTML programming) Body Title Marquee Fonts Color Links Forms Tables Sounds Images Types of List. Creating a website related to the Tourism Industry with HTML Programming.
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