Syllabus of IV Trimester

PGDM-IB (2013-15)
S.No
.

Paper
Code

Subjects Name

Credits

Page
No.

Core
1

IB-401

Export Import Management & Operation

1-3

IB-402

Global Supply Chain Management

4-7

IB-403

Managing of Banking & Insurance Services

8-11

IB-404

Entrepreneurship Management

12-14

IB-405

Managerial Skills and Personality Development-I

15-17

Marketing
6

IB-406

Contemporary Issue in Marketing

18-20

IB-407

International Marketing Management & Research

21-24

IB-408

Sales and Distribution Management

25-27

IB-409

Advertising Management

28-30

Finance
6

IB-410

Security Analysis and Portfolio Management

31-33

IB-411

Merger, Acquisition and Corporate Restructuring

34-36

IB-412

Financial Statement Analysis and Credit Appraisal

37-40

IB-413

Corporate Tax Planning

41-43

Paper Code

Paper Title

IB-401

Export Import Management & Operation

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

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

To understand about Export/Import Policy, Procedures & documentation

To learn about the various aspects of Exchange Control Regulations
To understand about ECGC Policies
To understand hedging products in Export/Import

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

UNIT

CONTENT
Export Management

SESSION

Exim Policy frame work for exports

Structure & Policy
Various Provisions
Registration of Exporters, IEC, RCMC Etc.

II

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

III

Exchange central Regulations for Exports

FEMA Rules
Various RBI Rules for Exports
Obligations of Exporter under RBI rules

IV

Credit Risk Management in Exports

ECGC Policies
Various Types of Polices
Risks Covered

Various Incentives for Exports

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

IMPORT MANAGEMENT
VI

Exim Policy Framework for Imports

Procedure
Structure
Important Provisions
When to obtain Import Licence

VII

Exchange Control Regulations

Obligations of the Importers under RBI
Advance Payment

VIII

Import Financing
Buyers Credit
Suppliers Credit
Trade Credit

MISCELLANEOUS
IX

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

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

XI

Hedging Of Exchange Fluctuation Risk

Understanding Foreigners Exchange Rates
Forward Contracts, options

XII

Shipping and Customs Clearance of goods

Custom Clearance of Exports
Custom Clearance of Imports
Excise Clearance

Suggested Reading
1.
2.
3.
4.

Export Import Management by Justin Paul and Rajiv Aserkar

Export Policy, Procedure & Documentation by M.I. Mahajan, Snow white Publications
Export Import Procedure and D by Dr. Khshpat S. Jain, Himalaya Publishing House
Export Management by T.A.S. Balagopal

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

Paper Code

Paper Title

IB- 402

Global Supply Chain Management

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives

This course covers the major issues in supply chain management in context of international
business.
Students will get an understanding of role of inventory, transportation, warehousing, etc. in the
overall productivity of an organization.
Course shall also discuss the application of IT in global supply chain management, as well as the
latest trends in this field.

Methodology:

The focus will be on interactive learning through lectures and class room discussions. Besides,
the participants may also be required to work on case / assignments/project reports.
Teaching aids used shall be white board / audio-visual tools.

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

UNIT
I

CONTENTS
Introduction to Logistics & SCM

SESSIONS
4

Logistics :
At the centre of world trade definition, scope, a system concept,
functions of logistics, inbound and outbound logistics, integrated
logistics management
Customer service :
A key element in logistics strategy customer service for
competitiveness, service attributes, value added logistical services
Supply chain management & global Strategies
A source of competitive advantage supply chain management
defined, linkages in supply chain, role of logistics in supply chain
Push v/s Pull strategy
Bull-Whip Effect
Forecasting - methods, characteristics & critical analysis
Supply chain management Operational strategies - Make to order,
Make-to-stock, Configure to order, Engineer to order
Strategy Implementation & Evaluation: KRA's & performance
parameters in supply chain
Supply Chain Collaboration
II

Inventory Management

III

For lean supply chain inventory asset or liability, inventory

functions, reasons for carrying inventories, inventory control
techniques ABC analysis, VED analysis, SAP and FSN analysis,
EOQ model, JIT system, VMI, kanban

WAREHOUSING

A role beyond storage a logistical challenge, functions, a strategic

decision, site selection, layout design, performance parameters,
warehousing in India

Material handling and storage systems :

For exploiting productivity potential in logistics role of material

handling in logistics, material, handling guidelines, material
handling equipment and systems, unit load storage, storage
principles, storage design benefits

Logistical packaging :

IV

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

packaging material, returnable logistical packaging

Transportation & Outsourcing

A backbone of logistics management evolution of transportation

system, transportation infrastructure, transportation networks,
freight management

Organization of shipping services:

General structure of shipping, chartering/tramp shipping, linear
shipping, transport documents (charter party & bills of lading), lay
days, demurrage and dispatch
Multimodal Transport:
Overview, containerization, types of containers, freight forwarder
and MTO, specialist services, documentation and service
Logistics outsourcing:
An emerging trend concept of 3 PLS & 4 PLS, selection of
service provider, value-added services, benefits of logistics
outsourcing, main challenges
V

Recent Trends in SCM

Logistics information system:

A vehicle for supply chain competency logistics information
needs, designing logistics information system, order registration,
order processing, inventory planning, warehousing & distribution,
procurement, transportation & delivery
Technology :
A pervasive factor in logistics fulfillment role of technology, bar
coding and RFID, EDI standards application and benefits,
automated material handling system, warehouse simulation,
satellite tracking, ERP
Reverse logistics :
A new wave why reverse logistics, scope of reverse logistics,
system design
Considerations, reverse logistics a competitive tool

Suggested Readings (Latest Editions):

1. Logistical Management, The Integrated Supply Chain Process, By Donald J, Bowersox, And
David J Closs, Tata Mcgraw Hill, New Delhi
2. International Logistics Global Supply Chain Management, By Doughlas Long.
3. The Management Of Business Logistics 2003, Coyle, Bardi & Langley (7th Ed), Thomson
South-Western (Main Text Book)
4. Strategic Logistics Management, 2001, Stock & Lambert (4th Ed), Mcgraw Hill International
5. Supply Chain Management, 2004, Kulkarni & Sharma, Tata Mcgraw Hill
6. The Textbook Of Logistics & Supply Chain Management, 2003, D.K. Agarwal, Mcmillan
7. Logistics Management, The Supply Chain Imperative, 2nd Edition, By Prof Vinod V Sople,
Published By Pearson. (In Addition, Handouts And Articles On The Relevant Topics Will Be
Distributed From Time To Time).
8. Websites / Newspapers / Journals as recommended in the class.
Cases, assignments, exercises, projects, etc. shall be provided by the concerned faculty, during the class /
in lesson plan.

Credit

Paper Code

Paper Title

IB 403

Management of Banking & Insurance Services

No. of Sessions
Total no. of hours

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives:
The course is designed for management students to give them an understanding of basic banking
and insurance services and operations. It shall create an enabling skill to manage customers and
customer expectation. Also with technology rapidly taking over the basic operations, the focus is
shifting from operations to Customer acquisition and retention..
At the end of this course the student will be able to:
1.
2.
3.
4.
5.
6.
7.

The basic structure and regulatory environment in which Banks operate.

Nature of Banker Customer relationship & Rights and Duties
Have an understanding of Banking Products Deposits and Loans
Role of Technology in managing complex Banking Products & Services
Growing importance of marketing in the Banking Industry.
Principles of Insurance
Insurance Products

Methodology
Class sessions comprise a mixture of lectures, interactive discussions, case studies, case
presentations.
Evaluation pattern:
Internal Assessment :30%
End term examination: 70%

UNIT
I

CONTENTS
(A) Introduction to Indian Banking System :
History of Indian Banking Phases of Indian Banking

Type of Banks, Development Banks

Financial Inclusion

SESSIONS
2

(B) Regulatory Framework: RBI Structure Role of RBI in the Indian

Financial System Banking Regulation and Supervision Monetary Policy.

II

Negotiable Instruments Act

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

III

Type of customers, Opening of Accounts, Retail Liability

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

Remittances & Funds Transfers

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

Assets Consumer Loans

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

Third Party Retail Products Sales & Distribution

Third Party Products
Insurance Life & General
Mutual Funds
Gold
Wealth Management

VI

Marketing & Acquisition of Customers

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

VII

Presentation & Selling Skills

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

2
VIII

Principles of Insurance :

Meaning and Nature of Insurance Terminology

Classification of Insurance Elements of Insurance Contract.
Insurance Products : Various kinds of Insurance Types of
Line Insurance Types of General Insurance Parameters of
Selecting a Policy.
Insurance Companies : Types of Insurance Insurance
Companies in India LIC Working and Operations GIC
Working and Operations.

10

IX

Insurance Sector Reforms

Need for Insurance Reforms in India Reforms Around the

World Recommendations of Malhotra Committee Insurance
Regulatory and Development Authority Amendments in the
Insurance Act, 1938.

Suggested Reading:

1.

Saunders, Anthony, Financial Institutions Management

2.

Triechschmann James S, Risk Management and Insurance

3.

Kielholz Wz, Strategic Issues in Insurance

4.

Gangopadhyay S, Financial Markets: Institutions and Regulations, Allied Publishers Ltd.

5.

Gangopadhyay S, Institutions Governing Financial Markets, Allied Publishers Ltd.

6.

Bention E. Gup, The New Financial Architecture Banking Regulations, in the 21st Century,
Quorum Books

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

11

Paper Code

Paper Title

IB-404

Entrepreneurship Management

No. of Sessions
Total no. of hours

Credit
2

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course Objectives and Description:

The course aims to provide an overview of the philosophy of entrepreneurship, motivate
participants to consider Entrepreneurship as a career, to become a job seeker, and to create a
paradigm shift in the minds of the participants towards entrepreneurial managers rather than
conventional managers. The course is designed to simulate the real life activities of entrepreneurs
in the startup age of a new venture. Building on the above concept the course aims to provide
the skills to start and build enterprise, implement it successfully and manage its transition to a
fully fledged business entity.

Learning outcomes and competences:

Upon successful completion of this course students will be able to attend the skills to start and
build enterprise, implement it successfully and manage its transition to a full fledged business
entity.

Teaching Pedagogy and Delivery Mechanism:

Interactive and analytical pedagogical methods viz., case study discussion, preparation of a
group project report will be adopted, which will give them a practical exposure for the subject.

Evaluation pattern:

Internal Assessment : 40%

End term examination: 60%

12

Unit

CONTENTS

SESSIONS

The Nascent Entrepreneur

Self assessment
Motivations to start a business
The Entrepreneur Personality

Opportunity Recognition & Writing Business Plan

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

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

Marketing / Finance and HR Functions in New Ventures

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

Stages of Growth in entrepreneurial ventures & Entrepreneurship

Stages of growth model
Business crisis
Barriers to small firm growth
Factors in continued entrepreneurship in small firms
International entrepreneurship
The middle manager and innovator
Changing face of family business
Replacing the founder, exploding the myth of entrepreneurs
disease
Family business and multiple levels of conflict
Successor development: Impact of timing and Mode of Entry
13

Franchising
Women & minority entrepreneurs
3

Govt. Policies for development of new entrepreneurship with special

reference to MNC challenge

1.

Suggested Reading (Latest Editions):

Dollinger Marc J, Entrepreneurship: Strategies and Resources, III Ed., 1995, Irwin Press
Hisrich Robert D and Peters Michael P, Entrepreneurship, V Ed., TMH New Delhi
Kuratko Donald F and Hodgetts Richard M. Entrepreneurship: A Contemporary Approach,
Harcourt College Publisher.
Zimmerer and Scarborough, Entrepreneurship and New Venture Formation. Prentice Hall
Timmons Jeffry A, New Venture Creation: Entrepreneurship for the Twenty First Century, Irwin
Holt David H. Entrepreneurship: New Venture Creation, PHI, New Delhi, 1998
Vesper Kar; H, New Venture Strategies, Prentice Hall NJ

Websites / Newspapers / Journals as recommended in the class.

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

14

Paper Code

Paper Title

IB-405

Management Skills & Personality Development -I

No. of Sessions
Total no. of hours

Credit
2

: 10-12 (11/2 hrs each)

: 15-20 hrs

Course objective:
This course aims at self growth, overall managerial skills and self confidence building.
The key values are:
Making students understand various traits when a manager must have.
Raising awareness about the dynamics of communication in a business environment with
special focus on oral communication involving listening, giving feedback and making
oral presentations
Refining individual communication skills.
Effective communication
Learning outcomes and competences:
1.
2.
3.
4.

Ability to identify self & link with business problems.

Inculcate reasoning abilities of a manager & develop business acumen.
Develop problem solving approach arising thereof.
Enhancing ones skill sets for effective decision making.

Teaching pedagogy and delivery mechanism:

Interactive and analytical pedagogical methods viz., case study discussion, role plays, preparation of a
individual/group presentations, public speaking activities, extempore etc will be adopted to develop
confidence while speaking, thinking and in addition prepare students to apply concepts and tools to
communicate properly.

Evaluation pattern:

Internal Assessment
End term examination

: 40%
: 60%

15

UNIT
I

CONTENTS
Employability Skills - Introspection

SESSIONS
1-2

This module will apprise student body at large as regards

industry expectations from new entrants and will broadly and specifically
outline skills required to meet industry specifications. Industry demands
proactive, well versed professional managerial cadre, socially well groomed
and professionally agile minds. The module will lay down benchmark criteria
to excel in the employment market.
II

Enhancing Verbal Communication Dexterity

3-5

Managers must communicate well and with confidence and knowledge. It is

important to eradicate stage fright and inculcate a ability to showcase
professional knowledge with confidence and right use of commercial
vocabulary. Following will be practiced:

III

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

Enhancing Key Skills with Case Analysis

6-10

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

IV

Group discussions with special emphasis on understanding group

discussions, group dynamics, process of group discussion as also
understanding rating and evaluation in group discussion. Group
discussions will address multiple environmental issues and in
addition will encompass societal aspects, political issues, economic
issues, technological issues and other relevant topics of the day.
Identifying problems, Analysis, Developing alternatives

Effective Communication Skills

Communication dynamics - how it works

Communication and Interpersonal Relationship

Impact of Non-verbal communication

Listening Skills

16

11-15

Increasing Current Affairs Knowledge Quotient

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

Regular current affairs quizzes

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

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

17

15-19

Paper Code
IB-406
No. of Sessions
Total no. of hours

Paper Title

Credit

Contemporary Issue in Marketing

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
Course is designed to make participants understand the concept, operations and strategies of retail
management. Retail formats, issues, challenges before Indian retailing business will be provided a special
emphasis for building a comprehensive understanding of the field. Against the background of relationship
marketing aiming at building and sustaining customer loyalty this course focuses on emerging concepts,
role, consumer buying behaviour, product and merchandise management along with retail location,
communication atmospherics and layout planning for retail outlets.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

18

UNIT

CONTENTS

SESSIONS

PART - I
I

III

Contemporary Issues in Marketing

Green Marketing
Viral Marketing
Ambush Marketing
Internet Marketing
Gorilla Marketing
Rural Marketing

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

Relationship Marketing and CRM

Defining relationship, loyalty, retention, relationship
marketing and CRM
Relationship marketing and customer database
Identifying CRM needs and role of market research
Integrating strategies, channels, media and campaign planning,
process and procedures
CRM in marketing customer service
Case studies on CRM applications in retailing
Customer Trust , Customer Value, CVM Customer Value
Analysis

Part - II
Perspectives on Retailing

Introduction to the world of Retailing

What is Retailing
Retailings New Wave Retail Industry in India
Role, Functions and Significance of Retailing
Opportunities and Trends
Categorizing Retailers
- Based Retailing
Types & Formats
- Electronic Retailing
Emergence of organized retailing in India
7 Ps of retailing
19

Retailing Environment & Strategy

Retail Customers Social, Economics Trends

Customer buying behavior, Decision rules and models,
Shopping Behavioral Trends
Retail market Segmentation and Positioning
Retail market strategy Strategic retail planning process
Retail location strategy Site selection & market selection
process
Evaluating competition in Retailing

Suggested Readings (Latest edition)

1.

Paco Underhill, The Call of the Mall, Profile Books, 2012,13

2.

Levy & Weitz, Retailing Management, Tata McGraw Hill, 2012

3.

Kishore Biyani, It happened in India, Rupa, Publication, 2007

4.

Swapna Pradhan, Retailing Management, Tata McGraw Hill, 2012

5.

Strauss Judy, eMarketing

6.

Greenhern Paul, CRM at The Speed of Light, 2010

7.

Retailing Strategy Harward Business Review, 2012,2013

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

20

Paper Code

Paper Title

IB- 407

International Marketing Management & Research

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
This course will introduce students to marketing in an international context. It is designed to enable
students to acquire expertise in developing marketing strategies for countries other than their own land
thereby to understand market considerations in an international environment and evaluate strategic
options in the implementation of international marketing programmes.

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

21

UNIT
I

CONTENTS
Introduction

SESSIONS
2

Importance of International Marketing

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

II

The International Marketing Environment

Protectionism & Liberalization
The economic environment
Political environment
Legal environment
Social/cultural environment
Factors influencing buyer behavior

III

The International market research

IV

International market research using Primary and Secondary

Data
Research Design and Methodology
o Delphi Approach
o Questionnaire Method
o Sampling Methods
o Statistical Tools and Analysis
Trade Research
Competitors Activity Analysis
Assessing behavioral pattern of buyers and cross cultural
divergence
Market Opportunity Study including factors stimulating
demand
2

Global Trade Environment

o
o
o
o
o

International Constraints & Barriers Tariff and Non-Tariff

Formats of Free Trade
Free Trade and Regional Trade Agreements
Global Financial Institutions
Global trade institutions

22

IV

Market Entry Strategies

Factors influencing choice of entry mode

Indirect Exporting, Direct Exporting
Foreign Manufacturing Strategies with and without direct
investment
Choosing among, alternatives and identifying foreign market
potential

International Product Development Strategy

New Product success or failure

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

Pricing for International Markets

VI

VII

International Distribution & Logistics

VIII

Strategic nature of export pricing

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

Foreign market channel management

Channel members expectations and performance
Trends in distribution structures and theory
The strategic & tactical use of distribution to gain competitive
advantage
Logistics of physical distribution management

Promoting goods in International Markets

Definitions of International Marketing Communications

Unified and Diversified Advertising Strategies
Barriers to International Communications
Standardization Vs Customization of Promotion Efforts
23

IX

International Marketing Strategies

Formulating a Marketing Plan
Evaluating and controlling international marketing strategy

Suggested Reading:

1.

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

2.

Keegan Warren J., Global Marketing Management, PHI Publisher

3.

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

4.

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

5.

Varshney R.L. & Bhattacharya B., International Marketing Management An Indian

Perspective, S.C. & Sons

6.

Lascu Dana-Nicoleta, International Marketing Management, Bizantra

7.

Cateora, International Marketing, McGraw Hill

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

24

Paper Code

Paper Title

IB- 408

Sales and Distribution Management

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
The purpose of this course is to acquaint the students with the concepts, which are helpful in developing a
sound sales policy and in organizing and managing the sales force with some learning on the aspects of
effective personal selling.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

25

UNIT
I

CONTENTS
Introduction to sales management

SESSIONS
3

Nature and Dimension of Sales Management

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

HBR reading: Provoke your Customers. Understanding the post recession

consumer
Case Study:
Power of Direct Sales
Eureka Forbes: The Direct Marketing Pioneer
II

Personal Selling Function

Sales Territory Design

Different Strategies Sales

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

Sales Department

Basic Marketing plans for the Sales Manager

Management of Sales Force
Recruitment & Selection
Training
Managing Expenses and Compensation
Motivating sales evaluation program

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

Sales planning & coordination

Forecasting
Budgeting
Territory Management
Sales Analysis & Evaluation
26

Sales cost & cost analysis

Designing sales evaluation program

Case Study:
Tupperware in India
V

Distribution Management Marketing Channels: Structure and

Functions

Role of the Distribution Channels-Form & Organization

Why Channels?-Importance and Framework of Channel
Management
Distribution Channels-Form & Management
Levels of Channel-Segmentation for Channel Design and service
output

Case Study:
HUL: Reinventing Distribution
VI

Channel Design & Management

Channel Design Process Channel Structure
Channel Gaps Channel Power and Channel Conflict

Case Study:
Channel conflict at Apple
VII

Physical distribution & Logistics Management

Importance of Logistics, Building Blocks of Logistics,

Supply Chain Management introduction.

Case Study:
Pepsicos Distribution and Logistics operations

Suggested Reading:
1.

Still, Cundiff & Govani, Sales Management: Decision Strategies and Cases, Prentice Hall

2.

Lancaster Geoff ray & Jobber David, Selling and Sales Management, McMillian India

3.

Cowden Jim, The Field Sales Hand Books, Pitam Publishing

4.

Clearly Patrick J, The Negotiation Hand Book, PHI, Eastern Economy Edition

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

27

Paper Code
IB- 409
No. of Sessions
Total no. of hours

Paper Title

Credit

Advertising Management

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
Expose participants to principles and practices of advertising. Develop Conceptual clarity and provide
analytical application skills of advertising.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

28

UNIT
I

CONTENTS
Introduction

II

III

Market segmentation and matching products to market advertising

communication
Functions and selection of advertising agencies
Client agency relationship Agency Compensation
Advertising planning process Developing advertising plan
Campaign Plan - details
2

Creative concept message design- Image and Advertising

High involvement and low involvement persuasion Message
strategy
Use of celebrity endorsement

Positioning, Copywriting and Actual production of advertisement

Social ethical and regulatory aspects of advertising

Advertising ethics and social responsibilities criticism and
regulation
Integrated Marketing Communication Role of Advertising
Managers
Importance of consumer behaviour to advertising knowing target
audience
Target audience relation consumer decision process

Preparing the message and creative strategy

Meaning of Advertising Advertising as a business process

Advertising and promotion strategy in marketing management
Relationship with PR and publicity
Communications objectives Economic impact of advertising
Brief history of advertising Evolutions and different stages

Advertising Planning and Role of Advertising agencies

IV

Advertising and Society and Target audience

SESSIONS

Positioning and brand attitude strategy

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

29

2
VI

Media Planning

VII

Media Strategy

VIII

Media Planning process setting media objectives

Media choice factors involved
Challenges in the media environment
Media scheduling and buying

Strategic planning considerations

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

Evaluation of Advertising Effectiveness

Resource methods and Testing Process

Techniques of pre testing and post testing
Creative research Media message testing
Meaning effectiveness parameters overall

List of Cases
1) Krishna khad Nigam , Rural Advertising
2) COCO cola the TVC way
3) The luxury journey of LUX
4) Boost creative promotion
Assignment with class discussion
1) Best 5 ads of one celebrity
2) AIDA model and ELM model analysis of 5 advertisement
3) Final Project for Internal Assessment advertising campaign of an assigned product category
Suggested Reading:
1.

Wells, Burnett and Moriarty, Advertising Principles & Practice, Prentice Hall

2.

Rossister & Percy, Advertising Communication & Promotion, McGraw Hill

3.

Belch & Belch, Advertising & Promotion, McGraw Hill

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

30

Paper Code

Paper Title

IB-410

Security Analysis and Portfolio Management

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
The course is structured around investment management process, knowledge of which is essential both to
the users and supplies of funds. It strives to familiarize the students with Capital Markets, Valuating
Techniques for Securities and analysis of Risk and Return implications of various investment decisions.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

31

UNIT
I

CONTENTS
Investment Analysis, Environment & Structure

II

III

IV

Types of Charts, Dow Jones Theory, Elliott Wave Theory

Price Patterns and Market Indicators
Efficient Market Hypothesis
Empirical Evidence
2

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

Portfolio Management

VI

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

Fixed Income Securities

Technical Analysis

Risk Return Analysis of Investment

Correction Coefficient and Risk Aversion
Portfolio theory and selection
Markowitz Theory, Single Index Model, Arbitrage Price
Theory
Capital Assets Pricing Model

Portfolio Performance Measurement

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

Fundamental Analysis

SESSIONS

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

32

VII

Mutual Funds

Features and characteristics

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

Suggested Readings:
1.

Fischer Donald E. & Jordan Ronald J., Security Analysis and Portfolio Management, 6th
edition, Pearson Education

2.

Reilly K Frank, Investment Analysis and Portfolio Management

3.

Hirt and Block, Fundamentals of Investment Management, McGraw Hill

4.

Sharpe W., Investments, Prentice Hall of India, New Delhi

5.

Rustagi R.P., Investment Analysis and Portfolio Management, Sultan Chand & Sons, New
Delhi

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

33

Paper Code

Paper Title

IB-411

Merger, Acquisition and Corporate Restructuring

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
MACR captures the multi-dimensional facets, such as strategic, financial legal aspects of this
phenomenon. As India moves towards a market economy, one is already witnessing a spate of mergers,
acquisitions, divestments, strategic alliances and other modes of restructuring for organizational renewal.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

34

UNIT
I

CONTENTS
Corporate Restructuring

II

III

Negotiation Approaches
Determination of Swap Ratio and EPS Analysis
Funding of Merger
Post Merger Performance Measurement & Analysis
3

Accounting Standards
Taxation issues involved in Merger & Acquisition

Legal Implications, Takeovers and Other Issues

Different Methods of Valuation

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

Accounting and Tax Aspects of Mergers and Acquisition

Meaning, Definition, Reasons & Motives

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

Funding of Merger and Acquisition and Performance Analysis

IV

Target Valuations and Selection Process

SESSIONS

Legal Aspects of Mergers and Acquisitions

Takeover Code
Takeover Defense Mechanism
Buyback of Shares
Managing Post Merger Issues

35

Suggested Reading:
1.

Verma J.C., Corporate Mergers, Amalgamations and Takeovers: Concept, Practice and
Procedure

2.

Sudarsanam P.S., Essence of Mergers and Acquisitions

3.

Weston, Chung and Hoag Mergers, Restructuring and Corporate Control

4.

Kar, Rabi Narayan, Merger and Acquisition of Enterprises, Indian and Global Experiences.

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

36

Paper Code

Paper Title

IB-412

Financial Statement Analysis and Credit Appraisal

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
This course is designed to prepare students to interpret and analyze financial statements effectively. It
explores in greater depth financial reporting topics introduced in the core course in financial accounting
and also examines additional topics not covered in that course. The view point is that of the user of
financial statements. This course is designed primarily for students who expect to be intensive users of
financial statements as part of their professional responsibilities.
The pre-requisites for this course are the core course in financial accounting and the core course in
managerial accounting.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

37

UNIT
I

CONTENTS
Pedagogical View: What is Financial Statement Analysis?

SESSIONS
4

Learning Objectives:
1. Overview of financial reporting and financial statement analysis
2. Understand most effective means of mastering course
Overview of Financial Reporting
Financial Statement: Objectives and importance, limitations,
elements, scope and information served by financial statement.
Profit & Loss Accounting: Objectives, nature, need,
component Analysis of P&L Account.
Balance Sheet: Functions, uses, relationship between Balance
sheet and P&L A/c, component Analysis of Balance sheet.

II

A View on Analysis

III

Balance Sheet Analysis Asset Analysis

Income Statement Analysis
Pro-forma Earnings
Profitability Analysis - Using ROA and ROCE
ROA and its Components
ROCE and relating ROA to ROCE
Risk Analysis
Equity Analysis
Financial Statement Analysis: Objectives & Procedure
Standards for comparisons
o Past Performance of a firm
o Industry standards/Bench marks
Sources of information
Role of financial analyst
Limitations of Financial Statement Analysis

Techniques of Analysis

Comparative Financial Statement

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

38

IV

Business Performance Analysis (Financial soundness and

Operational Efficiency)

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

The Annual Report

Content of the annual report, Quality of Financial Reporting,

Reporting regulation in India for different types of entities,
Director report and auditors report

Window Dressing

Problems in Financial Statements, Window Dressing,

Understanding how income statement is manipulated and
reworking profits, ethical issues in financial reporting, recent
scandals in financial reporting
Auditing and Corporate Governance

American model of corporate governance, German

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

VI

Application of Financial statement in Credit Appraisal

Evaluation of Management Risk
Assessment of Limits ( Credit )
Duration of Credit
Fixing Limits : Value & Duration
Exercises and Case Studies

39

Suggested Reading:

5.

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

6.

Charles H Gibson, Financial Reporting Analysis

7.

Stephen H Penman, Financial Statement Analysis & Security Valuation

8.

Prasanna Chandra, Fundamental of Financial Management

9.

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

10.

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

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

40

Paper Code

Paper Title

IB- 413

Corporate Tax Planning

No. of Sessions
Total no. of hours

Credit
4

: 20-22 (11/2 hrs each)

: 30-32 hrs

Course objectives
To provide working knowledge of various tool of corporate tax planning and provide insight into various
devices available to minimize the corporate tax bill. After completion of the syllabus student should be
able to appreciate enormous amount of activities in direct taxes being undertaken by Finance Ministry to
provide stable and equitable platform to all industries and how corporate undertakings diverts the flow of
new investment in tax lucrative zones.
Evaluation pattern:
Internal Assessment
: 30%
End Term Examination : 70%

41

UNIT
I

CONTENTS
Concept of tax planning and Corporate taxation

II

III

IV

VI

Tax planning with respect to various form of organization.

Tax considerations in respect of specific managerial decisions

like Make or Buy, Own or Lease, Close or Continue, Sale in
Domestic Markets or Exports.
Tax planning with reference to capital structure decisions,
dividend policy and bonus shares. Merger & Acquisition &
Joint Venture

Remuneration Planning
Case studies on planning of salary packages or employees on
different managerial positions so as to minimize the tax bill.
Deduction available in respect of remuneration in the hands of
employer. Impact of fringe benefits tax..
Tax Management

Tax planning in respect of place where business should be

located and nature of goods produced or services rendered by
the assessee. Practical application of such provisions through
real life case studies, TDS

Specific managerial and financial decisions

Location and Nature of business

Concepts relating to Tax planning, Tax Avoidance and Tax

Evasion and its application in present business scenario
Brief overview of residential status, latest computational
provisions of capital gains.
Tax planning regarding computation of business or
professional income.
Tax rates applicable to corporate assessee, Meaning of
company and computation of tax liability.
Minimum Alternate Tax on Companies and its practical
applications, Special Provisions relating to Tax on Distributed
Profits of Domestic Companies.
Tax planning in respect of fringe benefits tax.

Form of organization

SESSIONS

Penalties and Prosecutions, Appeals and Revisions.

42

Suggested Reading:
11.

Income-tax Act, 1961 as awarded up-to-date

12.

Income tax Rules (Latest Edition)

13.

Master guide to Income-tax Act, Taxman Publications (Pvt.) Ltd.

14.

Palkhiwala, N.A. and Palkhiwala, B.A.: The Law and Practice of Income Tax, Vol. 1, N.M.
Tripathy Pvt. Ltd. Bombay

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

43