Академический Документы
Профессиональный Документы
Культура Документы
Course Objective:
The objective of this course is to develop an understanding of:
• The integrative role of all areas of management in business.
• The prescriptive and descriptive ideas of theorist’s practitioners and researchers in the field.
• The principles of management and their relevance in business.
• The methods and techniques of strategic choice and strategic implementation over different industries
• Measurement of performance in various business and effect of strategies
• Difference between traditional and contemporary business management
Course Contents:
Module I: Introduction
Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy
Development, Levels of Strategy, Competitive scope and value chain
Examination Scheme:
References:
• Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & Distributors.
• Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
• Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
• Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
• Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill
MANAGERIAL COMPETENCIES AND CAREER DEVELOPMENT
Course Contents:
Module I: Introduction to Managerial Competencies
Business Service Performance Management and Future Managers, managerial Competencies. Values for
managerial effectiveness and competencies in career development. Individual career goals and action plan.
Examination Scheme:
In order to achieve these objectives, each student will maintain and submit a file (Internship File) and a report
(Internship Report).
INTERNSHIP FILE
The Internship File aims to encourage students to keep a personal record of their learning and achievements
throughout the Programme. It can be used as the basis for lifelong learning and for job applications. Items can
be drawn from activities completed in the course modules and from the workplace to demonstrate learning
and personal development.
The File will assess the student’s analytical skills and ability to present supportive evidence, whilst
demonstrating understanding of their organization, its needs and his/her own personal contribution to the
organization.
The File is essentially a comprehensive documentation of how one proceeds while working on the assignment
and should be regularly checked by the faculty guide/ supervisor, issues discussed with the students, doubts if
any clarified and signed as having done so. This will form the basis of continuous evaluation of the project.
The File will include five sections in the order described below.
1. The Title Page – An Internship Experience Report For (Your Name), name of internship organization,
name of the Supervisor/Guide and his/her designation, date started and completed, and number of credits
for which the report is submitted.
2. Table of Content – An outline of the contents of the file by topics and subtopics with the page number and
location of each section.
3. Introduction – Short, but should include how and why you obtained the internship experience position and
the relationship it has to your academic/professional and career goals.
4. Main Body – Should include a brief summary/ executive summary of the Internship Project Report that
the student has worked on, an analysis of the company/organization in which the student is working, a
personal review of the student’s management skills and how they have been developed through the
programme, the daily tasks performed, major projects contributed to, dates and hours spent on a task,
observations and feelings, meetings attended and their purposes, listing of tools and materials and their
suppliers, and photographs if possible of projects, buildings and co-workers.
5. Appendices – Include pamphlets, forms, charts, brochures, technical and descriptive literature, graphs and
other information related to your Internship experience.
INTERNSHIP REPORT
The Internship Report is the research report that the student has to prepare on the project assigned by the
organization. (Incase a student is not assigned a specific research project in the organization, he has to select any
one aspect of the organization and prepare a research report on it). The lay out of the report should be as per the
standard layout prescribed by the organization wherein the student undertakes the Internship. In case, there is no
layout prescribed by the organization the following components should be included in the report:
Acknowledgements
Acknowledgment to any advisory or financial assistance received in the course of work may be given. It is
incomplete without student’s signature.
Abstract
A good "Abstract" should be straight to the point; not too descriptive but fully informative. First paragraph
should state what was accomplished with regard to the objectives. The abstract does not have to be an entire
summary of the project, but rather a concise summary of the scope and results of the project. It should not
exceed more than 1000 words.
Table of Contents
Titles and subtitles are to correspond exactly with those in the text.
Introduction
Here a brief introduction to the problem that is central to the project and an outline of the structure of the
rest of the report should be provided. The introduction should aim to catch the imagination of the reader, so
excessive details should be avoided.
Note that in writing the various secions, all figures and tables should as far as possible be next to the
associated text, in the same orientation as the main text, numbered, and given appropriate titles or captions.
All major equations should also be numbered and unless it is really necessary, do not write in “point” form.
While presenting the results, write at length about the the various statistical tools used in the data
interpretation. The result interpretation should be simple but full of data and statistical analysis. This data
interpretation should be in congruence with the written objectives and the inferences should be drawn on
data and not on impression. Avoid writing straight forward conclusion rather, it should lead to
generalization of data on the chosen sample.
Results and its discussion should be supporting/contradicting with the previous research work in the given
area. Usually one should not use more than two researches in either case of supporing or contradicting the
present case of research.
Appendices
The Appendices contain material which is of interest to the reader but not an integral part of the thesis and
any problem that have arisen that may be useful to document for future reference.
References
References should include papers, books etc. referred to in the body of the report. These should be written
in the alphabetical order of the author's surname. The titles of journals preferably should not be abbreviated;
if they are, abbreviations must comply with an internationally recognised system.
Examples
For research article
Voravuthikunchai SP, Lortheeranuwat A, Ninrprom T, Popaya W, Pongpaichit S, Supawita T. (2002)
Antibacterial activity of Thai medicinal plants against enterohaemorrhagic Escherichia coli O157: H7. Clin
Microbiol Infect, 8 (suppl 1): 116–117.
For book
Kowalski,M.(1976) Transduction of effectiveness in Rhizobium meliloti. SYMBIOTIC NITROGEN
FIXATION PLANTS (editor P.S. Nutman IBP), 7: 63-67
The Layout Guidelines for the Internship File & Internship Report
• A4 size Paper
• Font: Arial (10 points) or Times New Roman (12 points)
• Line spacing: 1.5
• Top and bottom margins: 1 inch/ 2.5 cm; left and right margins: 1.25 inches/ 3 cm
Examination Scheme:
Continuous Evaluation by faculty guide 15%
Continuous evaluation by CRC 15%
Feedback from industry guide 35%
Report, Presentation & Viva Voce 35%
TOTAL 100%
BUSINESS COMMUNICATION - III
Course Objective:
‘Actions speak louder than words.’ Every business communicator needs to understand the nuances of ‘body
language and voice.’ This course is designed to enable the young Amitian to decipher the relevance of Kinesics,
Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and
speeches.
Course Contents:
Module I: Non - Verbal Communication
Principles of non- verbal communication
Kinesics
Proxemics
Paralanguage and visible code
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.
Course Objective:
This course aims to enable students to:
Understand the concept and building of teams
Manage conflict and stress within team
Facilitate better team management and organizational effectiveness through universal human values.
Course Contents:
Module I: Teams: An Overview
Team Design Features: team vs. group
Effective Team Mission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles
Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar,
which will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities
available in Germany
Course Contents:
Module I: Modal verbs
Modal verbs with conjugations and usage
Imparting the finer nuances of the language
Examination Scheme:
Course Objective:
In the fast changing, dynamic marketing environment of 21st century, the role of salesperson has changed from
being seller of products and service to a solution provider. Today, sales manager are looked upon as corporate
team leaders who are able to manage sales across multiple channel formats. They are expected to coordinate
sales and distribution functions in order to achieve the goals of their organizations.
This advanced sales management program is meant to acquaint the aspiring sales managers with theories,
concepts, techniques and practices related to sales in this era of higher customer orientation of businesses.
Course Contents:
Module I: Nature, role and importance of Sales Management
Evolution of Sales Management to modern day, Nature and importance of Sales Management, Emerging trends
in Sales Management, Selling Situations and Selling Skills, Negotiation & Problem Solving
Examination Scheme:
References:
• Sales Management-E Cundiff and N Govini 5th Edition. Prentice Hall of India.
• Sales and Distribution Management- Tapan Panda and Sunil Sahadev, Oxford, 2007
• Smart Selling, Christopher Power.
• What makes a good salesman, David Mayer and H M Greenberg.
• Management of Sales force, Stanton, Bursnick and Spiro
• Sales and Distribution Management-KK Havaldar and VM Cavale,2008. T M Hill
ADVERTISING AND SALES PROMOTION
Course Code: MMSMK 20302 Credit Units: 03
Course Objective:
To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to
develop advertising strategies and plans and to develop the judgment parameters required in product
management, to evaluate advertising.
Course Contents:
Module I: Advertising Introduction
Advertising defined – Nature, Scope, Types & Limitations of Advertising.
Role of advertising in Marketing Mix.
Advertising as industry.
Advertising agencies – Client Agency relationships
Examination Scheme:
References:
• Magazines, A&M, Brand Equity, Business World
• Wright, Winter, Ziegler, Advertising
• David Ogilvy, Trout and Ries, Advertising
• Sandage, Fryburger, Ratroll, Advertising Theory & Practice
• SL Gupta, Advertising & Sales promotion, S Chand Publication.
INDUSTRIAL MARKETING
Course Code: MMSMK 20303 Credit Units: 03
Course Objective:
To understand how marketing for industrial good is different from the traditional marketing. To be aware of the
success stories and failures in Industrial Marketing.
Course Contents:
Module I
Environment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer
marketing, organizational buying process and organizational buying behaviour, commercial and institutional
buying, Bidding, tendering, channel behaviour, industrial establishment. OEM and impact on pricing policies.
Module II
The strategic perspective in industrial marketing, the GE matrix, Michael Porter’s generic options theory,
economies of scale Vs economies of scope. Case Discussion.
Module III
Buyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions,
organizational buying environment, individual Vs group decision making and buying center influences.
Assessing the market reach, fragmented markets and their implications.
Module IV
Industrial marketing communications, advertising, publicity, sales promotion possibilities, the role of
exhibitions and domestic and international contacts, the marketing intelligence, role of MIS and DSS and
evaluating the marketing strategies and performances.
Examination Scheme:
References:
• Michael D Hutt and Thomas W Speh, Industrial Marketing Management: A strategic view of business
markets
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India.
SERVICES MARKETING
Course Code: MMSMK 20304 Credit Units: 03
Course Objective:
Ever after the postindustrial era, services have grown immensely owing to the dynamic technical, economic,
political, social and competitive environment. The understanding of the concepts of services is very critical as
they now form the backbone of a healthy organization.
The course aims to introduce the concepts of services and marketing of services. To draw a clear distinction
between products and services and further make the students understand the complexities involved in handling
services.
Course Contents:
Module I: Overview of services
Concept of Services, services environment, Service models, classification of service industry, Growth of service
industries, Characteristics of services: The 4 I’s of services, Classification of services.
Module II
Managing knowledge in a service firm (Marketing research). Buying behaviour of the service consumer family
life cycle and services consumptions. Multi attribute model to understand consumer attitudes.
Examination Scheme:
References:
• Lovelock, Christopher & Wirtz Jochen, 2004, Services Marketing, Pearson Education
• Woodruffle, Helen, Services Marketing, Macmilan Publishing
• Kertz, David L, & Clow, Kenneth. E, 2004, Services Marketing, Biztantra Publishers
RURAL AND AGRICULTURAL MARKETING
Course Objective:
To understand how is marketing done in rural India. To be aware of the success stories and failures in rural
Indian Marketing.
Course Contents:
Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of
marketing, profiles of urban/ customers and differences in their characteristics.
Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution
and trade management.
Module III
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.
Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques
for rural markets.
Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.
Module VI
Rural Market research and market information system and a glimpse of the future of rural marketing.
Module VII
Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, DCM Haryali
Examination Scheme:
References:
• TP Gopalaswamy, Rural Marketing,
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India
ENTREPRENEURSHIP AND NEW VENTURES
Course Objective:
The course will help the students to acquaint with the special challenges of starting new ventures, introducing
new product and service ideas.
Course Contents:
Examination Scheme:
Text:
• Lynne Milgram - Managing Smart, Prentice Hall.
References:
• Allen, Foster – Entrepreneurship for Dummies, IDG Books Worldwide.
• Burton and Bragg – Accounting and Finance for your Small Business, John Wiley and Sons, New York
• Cook Michelle & Cook Curtis - Competitive Intelligence, Kogan Page.
• Peter Krass – Book on Entrepreneur’s Wisdom, John Wiley.
• West Chris - Competitive Intelligence, Polgrave Publications.
MANAGEMENT IN ACTION - SOCIAL, ECONOMIC AND
ETHICAL ISSUES
Course Objective:
The course aims at bringing the students closer to reality by developing their understanding of the professional
prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid
discontinuous change in business environment. Integrative in approach, this course aims at developing not
theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change
and internal desire of management for stability.
Course Contents:
Module I: Introduction
Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of
Management Consultancy, Skills-set required for Management Consultants, Consulting and performance,
counseling
Examination Scheme:
Components C CT EE
Weightage (%) 20 20 60
References:
• Cadbury, Sir Adrian, “Ethical Managers Make Their Own rules”. Harvard Business Review, 65, September
/ October 1987.
• Cogner, Jay A, David Finegold and Edward E Lawler III, ‘appraising Boardroom Performance. Harvard
Business Review, January-February 1998.
• Drucker, Peter F. “Managing the Future: The 1990s and Beyond”. Dutton 1992
• Kumar Mangalam Birla Committee Report on Corporate Governance – “Legislation alone is not enough”,
“activating adult committees”. “Shareholder – friendly steps” - The Hindu, October 10, 1999.
• Parekh, Deepak S, “The Real Meaning of Corporate Governance”. Indian Management, August 1999.
• Paine, Lynn Sharp, “Managing Organizational Integrity”. Harvard Business Review, March – April 1994.
• Salmon W.J. “Crises Prevention’s; How to Gear up Your Board”. Harvard Business Review, January-
February 1993, pp 68-75.
• Sodarn, Dr. Kailash, “Transparency in Corporate Governance”, Indian Management Vol. 38, No.10.
October 1999.
• Cadbury, Sir Adrian, “The Company Chairman”, Director Books, Simon Schuster International Group
1990.
• Eccles, R.G. and Crane, D.B. 1995, Doing Deals: Investment Banks at Work, McGraw Hill International
• James O-Shea, Dangerous Company, NB
MANAGERIAL EXCELLENCE
Course Objective:
To help the students of Business Management believe in excellence and create an environment that cultivates
the same. It aims at focusing on the basics and establishes a flexible strategic direction with a team-based
organizational concept as they work to advance their team and their department.
This course is designed to provide hands on experience for professional success. This common sense approach
combining self-examination surveys, class exercises, practical exposure and team work is applicable. The main
area to provide the practical exposure include small activities to a mega event such as guest lectures, industry
visits, placements, seminars, conferences, management competitions, corporate meet, alumni meet, publications
etc. The course will be delivered as under:
Class room 20%
Practical 80%
Course Contents:
Module I: Introduction to Excellence
Self-evaluation, Definition of Excellence, Cultivating the Attitude &Developing the Habit for achieving
excellence
Examination Scheme:
• English, Gary, ‘Phoenix without the ashes: achieving organization .Excellence through common sense
Management’ CRC Press.
DISSERTATION
Course Code: MMSDI 20460 Credit Units: 09
The aim of the dissertation is to provide you with an opportunity to further your intellectual and personal
development in your chosen field by undertaking a significant practical unit of activity, having an educational
value at a level commensurate with the award of your degree
The dissertation can be defined as a scholarly inquiry into a problem or issues, involving a systematic approach
to gathering and analysis of information / data, leading to production of a structured report.
Deciding this is often the most difficult part of the dissertation process, and perhaps, you have been thinking of
a topic for some time.
It is important to distinguish here between ‘dissertation topic’ and ‘dissertation title’. The topic is the specific
area that you wish to investigate. The title may not be decided until the dissertation has been written so as to
reflect its content properly.
Few restrictions are placed on the choice of the topic. Normally we would expect it to be:
• relevant to business, defined broadly;
• related to one or more of the subjects or areas of study within the core program and specialisation stream;
• clearly focused so as to facilitate an in-depth approach, subject to the availability of adequate sources of
information and to your own knowledge;
• of value and interest to you and your personal and professional development.
Keeping records
This includes the following:
Draper P and Pandyal K. 1991, The Investment Trust Discount Revisited, Journal of Business Finance and
Accounting, Vol18, No6, Nov, pp 791-832.
• Finally, you should give any appendices. These should only include relevant statistical data or material
that cannot be fitted into the above categories.
Examination Scheme:
Contents & Layout of the Report 30
Conceptual Framework 10
Objectives & Methodology 15
Implications & Conclusions 15
Viva/ Presentations 30
TOTAL 100
BUSINESS COMMUNICATION - IV
Course Objective:
The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and offers
cultural communication challenges. This course is designed to inculcate transcultural communication skills among
the young Amitians.
Course Contents:
Module I: Importance of Culture in Communication
Principles of effective cross cultural communication
Developing Communication Competence
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.
Course Objective:
This course aims at imparting an understanding of:
Build and leverage your professional reputation
Maintain focus in pressure situations
Make a balanced choice between professional and personal commitments
Course Contents:
Module I: Individual, Society and Nation
Individual Differences and Dimensions of Personality
Socialization Process
Relating to the Nation: Values, Culture, Religion
Sense of pride and Patriotism
Managing Diversity
• J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer &
Company
• Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers
• Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi.
• Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi
FRENCH - IV
Course Objective:
To strengthen the language of the students with both oral and written
To provide the students with the know-how
• to master the tenses – present, past and future
• to express emotion
• to accomplish simple tasks of day-to-day programmes
• to prepare résumé
Course Contents:
Unité 7: pp. 106
Examination Scheme:
Components V H CT EE
Weightage (%) 10 10 20 60
Course Contents:
Module I: Present perfect tense
Present perfect tense, usage and applicability
Usage of this tense to indicate near past
Universal applicability of this tense in German
Examination Scheme:
Components CT-1 CT-2 H-1 + V-1 EEI
Weightage (%) 15 15 10 60
Course Objective:
To enable students acquire working knowledge of the language; to give them vocabulary, grammar, voice
modulations/intonations to handle everyday Spanish situations with ease.
Course Contents:
Module I
Revision of earlier semester modules
Introduction to Present Continuous Tense (Gerunds)
Module II
Translation with Present Continuous Tense
Introduction to Gustar, Parecer, Apetecer, doler
Module III
Imperatives (positive and negative commands of regular verbs)
Module IV
Commercial/ business vocabulary
Module V
Simple conversation with help of texts and vocabulary
En la recepcion del hotel
En el restaurante
En la agencia de viajes
En la tienda/supermercado
Examination Scheme:
Course Objective:
To enable the students to comfortably interact using basic Japanese.
Note: Teaching is done in roman as well as Japanese script, students will be taught katankana (another form of
script) in this semester i.e. to be able to write all the foreign words in Japanese.
Course Contents:
Module I
Comparison using adjectives, making requests
Module II
Seeking permission
Module III
Practice of conversations on:
Visiting people, Party, Meetings, After work, At a ticket vending machine etc
Module IV
Essays, writing formal letters
Learning Outcome
Students can speak the language describing above-mentioned topics.
Examination Scheme:
References:
• Shin Nihongo no kiso 1
CHINESE – IV
Course Code: MMSCE 20401 Credit Units: 02
Course Objective:
How many characters are there? The early Qing dynasty dictionary included nearly 50,000 characters the vast
majority of which were rare accumulated characters over the centuries. An educate person in China can
probably recognize around 6000 characters. The course aims at familiarizing the student with the basic aspects
of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in
practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Dialogue Practice
Observe picture and answer the question
Pronunciation and intonation
Character writing and stroke order.
Electronic items
Module II
Traveling – The Scenery is very beautiful
Weather and climate
Grammar question with – “bu shi …. Ma?”
The construction “yao … le” (Used to indicate that an action is going to take place)
Time words “yiqian”, “yiwai” (Before and after).
The adverb “geng”.
Module III
Going to a friend house for a visit meeting his family and talking about their customs.
Fallen sick and going to the Doctor, the doctor examines, takes temperature and writes prescription.
Aspect particle “guo” shows that an action has happened some time in the past.
Progressive aspect of an actin “zhengzai” Also the use if “zhe” with it.
To welcome someone and to see off someone …. I cant go the airport to see you off… etc.
Module IV
Shipment. Is this the place to checking luggage?
Basic dialogue on – Where do u work?
Basic dialogue on – This is my address
Basic dialogue on – I understand Chinese
Basic dialogue on – What job do u do?
Basic dialogue on – What time is it now?
Module V
Basic dialogue on – What day (date) is it today?
Basic dialogue on – What is the weather like here.
Basic dialogue on – Do u like Chinese food?
Basic dialogue on – I am planning to go to China.
Examination Scheme:
Components V H CT EE
Weightage (%) 10 10 20 60
Course Objective:
The course aims to help our student understand the concept and practice of CRM, thereby inculcating in them
the “CRM MINDSET”, which in turn will enable them to occupy some of the positions like: Customer Care/
Customer Relationship Managers in various B 2 B and B 2 C organizations.
To address these objectives, the course aims to:
Enhance the understanding of various strategic and tactical approaches, tools and support systems that
companies are implementing to develop effective relationship with key customers.
• Develop Managerial insights into the role, value and prospects of CRM in the process of forming,
managing, measuring and enhancing customer relationships.
• Provide Exposure to the Latest technologies used in CRM.
Course Contents:
Module 1: Introduction to CRM & Managing Key Customers
Concept & Philosophy of CRM, Rationale and Benefits of CRM, Types of Customers, Definition of Key
Account Management (KAM), Defining and selecting key accounts, Planning, organizing and implementing
strategies for key account management,.
Types of CRM, Types of Customer Experience, 5 Es of Experiential Marketing, A Framework for Experiential
Marketing, Delivering Compelling Customer Experiences, EXQUAL-Instrument for measuring
customers perception of ‘Experiential Quality’.
References:
• Lytle, John F, What Do Your Customers Really Want?, Excel Books
• Pattanayak, Biswajeet & Niranjana, Phagu &Kumar, Tarun, Future Organization ,Excel Book
• Ramana, V. Venkata & Somayajulu. G, Customer Relationship Management, Excel Books
Thumpson, Harvey ,The Customer Centered Enterprise, McGraw Hill
RETAIL AND MALL MANAGEMENT
Course Code: MMSMK 20402 Credit Units: 03
Course Objective:
The primary objective of the course is to have students develop marketing competencies in retailing and retail
consulting. The course is designed to prepare students for positions in the retail sector or positions in the retail
divisions of consulting companies. The course can also benefit students interested in starting their own
consulting firm. Students taking the course will develop a fundamental understanding of retailing and come
away with a fundamental appreciation of the problems, constraints, and opportunities faced by retailers.
Simultaneously, students taking the course will develop a fundamental understanding of retail consulting. This
includes developing an understanding of the challenges and opportunities faced by professionals and companies
in this sector of the consulting industry. Besides learning more about retailing and retail consulting, the course is
designed to foster the development of the student’s critical and creative thinking skills.
Course Contents:
Module I
Define Retailing, Retail Scenario (Globally and in India), Growth of Retail Business / Outlets in India. Key
Drivers of Retailing in India, Evolution of Retailing through the Four Gears, Organized Retailing in India,
Retail Formats and their Characteristics viz. Location, space / layout, merchandise, Customer profile etc.
Formats: Super market, Specialty Store, Departmental Store, The Plaza, The Mall, The emporium, The Bazaar,
Stop-Over, Single Size Denomination, Kiosk
Module V
Defining Shopping Mall, How Shopping Mall differs from other Retail Formats in characteristics such as
Location, Space / Layout, Merchandise, Customer Profile, Niche conveniences
Shopping Centre / Mall Location: Existing mall traffic, clean environment, designated parking area, Medium
to high rental cost (Examples: DLF Mall in Delhi, Spencer Plaza in Chennai, and Crossroads in Mumbai)
Strengths and Weaknesses of the Mall Format
Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits, Busking Licences,
Outdoor dining permits, Peaceful assembly / rally, Vehicle access permits
Characteristics of typical Neighborhood, Community, and Regional types of U.S., Planned Shopping Centers/
Malls, Entertainment as Customer Value in Malls
Module VI
Lessons from the experience of Crossroads in India: Define the target audience clearly, Be mindful of
shopping basket, Plan the lay-out smartly, Setting the lease rental appropriately, Sensitive mall management,
Cater to the internal customer, Quasi- Mall - Is this the right format for India?, Stories of some great malls
world-wide viz. DDF, Wal-Mart, etc., Visit to DLF Mall and City Center.
Examination Scheme:
Course Objective:
Direct marketing is quickly becoming an integral part of the marketing strategies of general marketing as well as
the method of operation of traditional direct marketers. The course focuses on the marketing perspectives and
technologies that are distinctly direct marketing and with the interrelationship of direct marketing with the
general marketing field.
Course Contents:
Module II: Analyzing & Encashing Marketing opportunities for Direct Marketing
Research design for direct marketers, The Customer Database: Analysis and Application, Consumer & Business
mailing list, offer, Media of direct marketing- Magazines, Newspaper, TV/ Radio, Co-Ops, Telemarketing,
Internet E-communications, Managing Direct Sales Force.
Examination Scheme:
References:
• Nash, Edward L, Direct Marketing Hand Book, Tata McGraw Hill
MARKETING OF FINANCIAL SERVICES
Course Objective:
The course aims to help our student understand the concept and practice of Financial services in India. Financial
Services is the fastest growing sector and offers the Maximum Opportunity of growth for Students
Course Contents:
Module 1
Management of financial services, understanding the financial products , Overview of various
financial services in India
Module 2
Insurance-Meaning, advantages , various types of insurance, Financial planning process, Risk
management –Strategy to cover risk ,introduction to IRDA, Marketing Channels & selling
Strategies followed by insurance sector in India.
Module 3
Mutual funds-Meaning, history and current market scenario –Indian and global, Types of mutual
funds, Debt funds and types of Debt schemes, Types of equity funds/Growth funds, concept of
hybrid funds, Mutual funds Vs. Other investments, Fund Structure, Introduction to the role and
responsibility of Asset
management company, Registrars, custodian, sales distribution channels.
Module 4
Retail bank products-Meaning of banking business, introduction to Various bank products Selling
bank products ,concept of cross selling ,Impact of technology on bank marketing.
Module 5
Introduction to housing finance, Venture Capital Funds ,Merchant banking, Credit cards.
Module 6
Course Objective:
The objective of the course is to understand the growing significance and impact of services on the growth and
economy and the scientific ways to run the operations so as to optimize the business and brand returns.
Course Contents:
Module I: Service as Strategy
Concepts and understanding, Brand significance and impact on businesses Nature of services and service
products, customer centric operations and building services for competitive advantage.
Examination Scheme:
References:
• Rust, Zahorik & Keiningham, Service Marketing
• Kenneth E. Clow & David L. Kurtz, Service Marketing
SUPPLY CHAIN COMPETITIVENESS
Course Objective:
With increasing competition and lesser product differentiation, companies are focusing on supply chain
management to achieve competitive advantage. The course aims to familiarize students of modern systems and
procedures in supply chain management. Also, to develop their closer and better understanding of logistics
activities & their criticality in managing efficient supply chain.
Use of information technology and internet will be highlighted so as to enable students to design supply chain
for competitive advantage. Best practices in Supply Chain Management will be studied across industries with
special focus on retailing sector.
Course Contents:
Module I: Supply Chain – Overview
“Soil-to-dust”Concept of supply chain. Need & importance of integrated supply chain. Building blocks of
supply chain network. , Supplier Network Development, Make-or-buy
Examination Scheme: