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2017

2017

COURSE BOOK

2017 COURSE BOOK Master of Business Administration (MBA) Specialization in Digital Marketing & e-Commerce School of

Master of Business Administration (MBA) Specialization in Digital Marketing & e-Commerce

School of Management Centurion University of Technology& Management

Master of Business Administration (MBA) Specialization in Digital Marketing & e-Commerce

Introduction

From $16 billion in 2013, the India’s e-commerce sector has seen unprecedented growth and is expected to grow as much as $56 billion by 2023, which will be 6.5% of the total retail market, as quoted by e-Marketer. The growth has been driven by rapid technology adoption led by the increasing use of devices such as Smartphone and tablets, and access to the internet through broadband, 3G, etc., which led to an increased online consumer base.

Furthermore, favoured demographics and a growing internet user base helped aid this growth. In terms of highlights, the growth shown by home-grown players such as Flipkart and Snapdeal and the huge investor interest around these companies displayed the immense potential of the market.

With the entry of e-commerce behemoths such as Amazon and Alibaba, the competition is expected to further intensify. Both these international players come with deep pockets and the patience to drive the Indian e-commerce market.

The Indian government’s ambitious Digital India project and the modernisation of India Post will also affect the e-commerce sector. The Digital India project aims to offer a one-stop shop for government services that will have the mobile phone as the backbone of its delivery mechanism.

The programme will give a strong boost to the e-commerce market as bringing the internet and broadband to remote corners of the country will give rise to an increase in trade and efficient warehousing and will also present a potentially huge market for goods to be sold. With such strong market prospects and an equally upbeat investor community, we look forward to many more e- commerce companies from India entering the coveted billion-dollar club.

This growth in e-commerce will see newer forms of marketing especially in the area of digital marketing.

Objective of the Programme

The aim and objective of this programme is to contribute to the talent pool that a burgeoning industry needs especially those with the aspiration and potential to manage the growth. This will require a strong foundation in management principles, comfort with digital marketing and e-Commerce creativity and communication skills to drive customer growth.

The programme further provides skills, tools, an understanding of technology, business concepts and issues that surround the emergence of electronic business. In addition to acquiring basic e-business management skills, the students develop an understanding of the current practices and opportunities in e-shopping, e-distribution and e-collaboration. Students also get an opportunity to explore several of the issues surrounding e-business; such as e-marketing and financial model, acceptable regulations and legal liabilities.

Career Opportunities

Upon successfully completing the course, the MBA Digital Marketing and e-Commerce graduates can get into the following industries in the Marketing Function handling e-Commerce and Digital Marketing responsibilities:

E-Commerce

Digital Marketing

Media and Entertainment

Banking Finance Security and Insurance (BFSI)

Travel, Tourism and Hospitality

Retail

Healthcare

Career Progression Path

Industry

Entry Level (0-3years)

Mid-Level (3-9years)

Advanced Level (9+ years)

 

INR 2,40,000 - 5,00,000

INR 5,00,000 -12,00,000

INR 12,00,000

Digital Marketing

Online / Display Advertising Executive

Online / Display Advertising Manager

Head of Online / Display Advertising

and-Commerce

Social Media Executive

Social Media Manager

Head of Social / Earned

Copywriter

Content Manager

Media

SEO Executive

Digital Marketing Manager

Head of Content

PPC Executive

SEO Manager

Head of SEM / Natural

Affiliates Executive

PPC Manager

Search

Executive - E-Commerce

Affiliates / Partnerships

Head of Paid Search / Media

Content Writer - E- Commerce

Manager

Assistance General Manager - E-Commerce

Head of Affiliates / Online Partnerships

 

Business Development Manager - E-Commerce

Business Analyst - E- Commerce

Director - E-Commerce

Brand Manager - E- Commerce

Vendor Manager - E- Commerce

Account Manager - E- Commerce

Self - Employed

Opportunities and Compensation can be unlimited

 

Unique Features

Devised keeping in mind the multitude of managerial responsibilities that a student will be exposed to in today’s multidimensional workplace.

A unique mix of strong business conceptual foundation with creative and innovative approaches to business problem solving.

Inculcates the skills of innovation and original thinking among students.

Designed to integrate conceptual knowledge with practical application.

Offers a platform for exciting and rewarding careers.

Program Overview:

The MBA program is a structured 2-years program which is divided into 4 semesters, with careful inculcation of a mix of foundation courses (FC), Core Courses (CC) and Elective Courses (EC).

The first year commences in July every year continuing to April in the following year. In second week of April, students go for 8 weeks internship and they join back in mid-June for the second academic year which culminates in March of the following year. The courses offered in the first year, divided into two semesters, are compulsory for all the students. In the second year, divided into two

semesters, all students undertake compulsory core courses and opt for specialization courses according to different areas of specialization.

MBA Course Structure

Programme Structure

Percentage

Credits

Foundation Courses

31

33

Core Courses

41

44

Elective Courses

28

30

Total

100

107

Note:

Student has to acquire minimum 16 credits from any one of the elective areas to claim specialisation.

Student can opt for elective or domain area courses in 2nd year.

Specialization: Digital Marketing & e-Commerce

SEMESTER I (Total Credits 26)

 

Course

   

Subject Code

Type

 

Subject

L +T+ P

Credits

MBDM1101

FC

Management Concepts & Practices

2+0+0

 

2

MBDM1102

FC

Introduction to Digital Marketing

2+0+0

 

2

MGGM1104

FC

Managerial Economics

4+0+0

 

4

MGFM1101

CC

Accounting for Managers

4+0+0

 

4

MGGM1105

CC

Organizational Behaviour

4+0+0

 

4

MBDM1103

FC

Excel Applications for Business

0+0+3

 

2

MBDM1104

CC

Quantitative Techniques

4+0+0

 

4

     

2+0+3

 

MGGM1102

FC

Basic Communication Skill

(Workshop

 

4

Mode)

 
 

SEMESTER II (Total Credits 29)

 

Subject Code

Course Type

Subject

L +T+ P

Credits

MGMK1101

CC

Marketing Management

4+0+0

4

MGHR1201

CC

Human Resource Management

4+0+0

4

MGFM1202

CC

Financial Management

3+0+1.5

4

MBDM1201

CC

Introduction to E-Commerce

2+0+0

2

MGMK2302

CC

Sales & Distribution Management

4+0+0

4

MBDM1202

FC

Operation Research

2+0+0

2

MGMK2305

FC

Consumer Behaviour

2+0+0

2

MGGM1210

FC

Aptitude and Career Enhancement I

0+0+1.5

1

   

0+0+3

 

MGGM1206

CC

Communication Perspective of Management

(Workshop

2

 

Mode)

MGGM 1211

CC

Summer Internship Programme

 

4

SEMESTER III (Total Credits 26)

Subject Code

Course Type

Subject

L

+T+ P

Credits

MBDM2101

CC

Strategic Management

4+0+0

4

MGGM2315

FC

Legal Environment for Enterprise

2+0+0

2

MBDM2102

CC

2+0+0

2

MGOM2302

CC

Logistics & Supply Chain Management

2+0+0

2

MBDM2103

EC

Electives

 

16

SEMESTER IV

(Total Credits 24)

Subject Code

Course Type

Subject

 

L +T+ P

Credit

MGGM2316

CC

Project Management

 

4+0+0

4

 

EC

Electives

 

14

   

Dissertation

 

0+0+9

6

 

ELECTIVES

Course Code

Course Type

Course Title

L

+T+ P

Credits

MBDM2201

EC

Web Traffic Generation

0+0+3

2

MBDM2202

EC

Link Building & e-WoM

0+0+3

2

MBDM2203

EC

Social Media Marketing

4+0+0

4

MBDM2204

EC

Branded Content and the Future of Media

4+0+0

4

MBDM2205

EC

Ideas, Brands and Business

2+0+0

2

MBDM2206

EC

Brand Planning and Consumer Insights

4+0+0

4

MBDM2207

EC

Digital Strategies and Planning

4+0+0

4

MBDM2208

EC

Mobile & E-Mail Marketing

4+0+0

4

MBDM2209

EC

Search Engine Optimization

2+0+0

2

MBDM2210

EC

Search Engine Marketing

4+0+0

4

MBDM2211

EC

Technology of e-Commerce

2+0+0

2

MBDM2212

EC

Online Reputation Management

4+0+0

4

MBDM2213

EC

Affiliate Marketing

2+0+0

2

MBDM2214

EC

Web Content Writing

2+0+0

2

Paper: 1

C O U R S E

C O N T E N T S

SEMESTER I

MANAGEMENT CONCEPTS & PRACTICES

Code: MBDM1101 (Workshop Mode)

Credits: 2

Course Objectives:

To enable the students to understand the principles of management thought and applying the same in practice

Course Content:

Unit I Introduction to Management Introduction and Nature of Management ,Definition & Meaning-By P. F. Drucker, Koontz O’ Donnel, S. George, Management as an Art, Science and Profession, Distinction between Administration and Management, Importance & Functions of Management.

Unit II Evolution of Management

Evolution of Management- Thought

Pre Scientific Management era

Scientific Management & Contribution of F. W. Taylor

Process Management & contribution of Henri Fayol

HR movement - Hawthrone experiments

Contributions of Behavioural scientists- Abraham Maslow, Peter Drukker, Douglas Mc. Gregor

Unit III Planning and Decision Making

Nature & Definition of Planning- Koontz o’Donnel, Hart, Alfred &Beaty

Importance and limitations

Planning process

Types of Plans- on the basis of use, functions, time (meaning only)

Meaning of Decision making

Steps in decision making

Types

of

decisions- Programmed-Non-programmed;

Strategic-tactical,

Policy-Operation, Organizational-Personal

Unit IV Organizing &Depart mentation

Individual-Group,

Meaning & Definition- Koontz O’Donnell & McFarland

Organizing - Nature, Purpose & Principles

Types of Organization (Formal & Informal)

Types of Authority relationships- Line, Functional, Line& staff, Committees,

Meaning and types of Departmentation

Centralization and De-centralization (Meaning Only)

Unit V Elements of Directing, Co-ordination and Control

Meaning & Importance of Directing

Leadership: Meaning & Styles

Motivation: importance & Theories (Maslow, Herzberg. Mcgregor)

Communication- Meaning, Objectives & Types of communication

Meaning, Principles and techniques of Co- ordination

Meaning, Need & steps in Controlling

Recommended Books:

Reference Books:

1. Harold Koontz, Cyril O'Donnell, Management: A Book of Readings, Third Edition, McGraw- Hill, 1972.

2. Dr P. N. Reddy, Prof H R Appannaiah, P C Tripathi, Essentials of Management, Eleventh Edition, Himalaya, 2004.

1. L. M. Prasad, Principles and Practice of Management. 7th Edition, Sultan Chand & Sons, 2007.

2. R. Srinivasan and S. A. Chunawalla, Management: Principles and Practice, Second Edition, Himalaya, 1983.

3. P. C. Tripathi and P. N. Reddy, Principles of Management, Fourth Edition, Tata McGraw Hill,

2008.

Paper: 2

INTRODUCTION TO DIGITAL MARKETING

Code: MBDM1102

Course Objective:

Credits: 2

To familiarize with concepts such as E Mail Marketing, Digital Display and Social Media such as Facebook, Twitter and LinkedIn

Course Content:

UNIT-I Setting the context Branding and Marketing: How they are different, Defining Digital Branding, Digital Branding in today’s connected age, Digital Branding and its importance in Integrated Marketing, Pillars of Digital Branding. Brand’s one-to-one interaction; Aspects and structure of a Digital Campaign, Planning and implementing a Digital Campaign, Digital Campaign Ad formats, Earned, Owned Media, Campaign Mechanics, tracking and measurement, Campaign learnings, Assessment, Optimisation and future planning

UNIT-II Defining content marketing: Content marketing and its role in brand building, Building a successful content strategy, paid versus free content, creating persuasive and compelling content, Elements of effective content promotion, Successful content marketing case studies, Analysing efforts of content marketing in digital marketing

UNIT-III Consumer generated content Definition and History, Consumer drivers why consumers generate content Co-creation of content and DIY Advertising, Importance of consumer generated content for brands, Brand case studies learnings, Future of consumer generated content

UNIT-IV Gamification: Definition and History, Principles of Gamification, Elements of Gamification, Applications of Gamification, Gamification and Behaviourism, Gamification and its role in Digital Marketing, Gamification and Gamevertising, Future of Gamification.

UNIT-V Scenario Planning -overview and process: Technology and media landscapes, Future of media - Strategic tools framework, New evolving Formats, Driving Forces shaping Media Framework, Future Media Revenue Models and Media Lifecycle, Delivery and Distribution Models.

Suggested Readings:

Text Book:

1. Social Media Marketing _ Pearson, Aug 2013, Michael Solomon and Tracy Tuten

Reference Books:

1. Social Media Marketing for Beginners: Create successful campaigns, gain more fans, and

boost sales from any social network by F.R. Media., Second Edition, June 2014

2. Jan Zimmerman and Deborah Ng, Social Media Marketing All-in-One For Dummies Oct 10,

2012

3. The Design of Everyday Things - Apr 2011, Douglas A. Norman.

4. Advertising Media Planning, Aug, 2010, Jack Z. Scissors and Roger B. Baron.

Paper: 3

Code: MGGM1104

Course Objective:

a) To provide students with a basic understanding of the micro economic principles, methodologies and analytical tools that can be used in business decision making problems.

b) To provide an understanding of the economic environment and its impact on strategy formulation.

MANAGERIAL ECONOMICS

Credit: 4

Course Content:

Unit: I Introduction to Managerial Economics, Nature and Scope, Relationship with other areas in Economics, role of managerial economist, Scarcity, Choice and Efficiency, Circular Flow of Economic Activity, Fundamental concepts of micro economics, Economic Role of Government. Unit: II Theory of demand, Elasticity of Demand: Price, Income and Cross elasticity of demand, uses of elasticity of demand in business decisions. Analysis of Supply, Equilibrium of demand and supply, Demand Estimation, Demand Forecasting

Unit: III Production Function: Production function with one variable input, Production function with two variable inputs, optimal combination of inputs, Returns to scale. Cost Theory: Types of costs, Production and cost, Short-run cost functions, Long-run cost functions, Economies of scale and scope, Break-even and Cost-Volume-profit Analysis.

Unit: IV Market and firms, equilibrium price and output determination in Perfect Competition, Monopoly, Monopolistic Competition and Oligopoly, Consumer and Producer Theory in Action, Markets and Market Failure

Books Recommended:

Text Books:

1. Mankiw,N.G (2006), “Principles of Microeconomics” Cengage Learning

2. Dwivedi D.N (2007), “Microeconomics Theory and Policy”, 2 nd Edition, Tata McGraw Hill

References:

3. H.L Ahuja, Managerial Economics, S. Chand Publication

4. Dholokia and Oza(1999),Microeconomics for Management Students,2 nd Editon. Oxford.

5. Koutsoyiannis, A (1975), Modern Microeconomics Macmillian Press.

6. Meheta, P.L (1999),” Managerial Economics” Sultan Chand & Sons

7. Pinyck&Rubinfeld, Mehta, P.L. (2009), “Microeconomics”, 7th edition, Prentice hall.

8. Salvatore (S). (2009), “Principles of Microeconomics”, 5 th edition, Oxford University Press

9. Gupta, G.S (2007), “Microeconomics”3 rd edition, Tata McGraw Hill, New Delhi.

10. Modern Micro Economics, , Koutsoyiannis, (1975) , A, Macmillan Press

11. Managerial Economics, Mehta, P. L (1999), Sultan Chand & Sons

Paper: 4

Code: MGFM1101

Course Objective:

This course ‘Accounting for Managers’ has been designed to enable the students to acquire the skills necessary to prepare, use, interpret and analyze financial information.

ACCOUNTING FOR MANAGERS (AM)

Credit: 4

Course Contents Unit: I Accounting Environment of Business, Corporate Entities: Salient Features, GAAP: Concepts, Conventions, Assumptions, Accounting Standards. Accounting Equation: Tool to understand business decisions, Basic Accounting Equation, Financial Statements: Balance Sheet and Income Statement, Cash Flow Statement

Unit: II Equity Instruments: Equity and Preference Capital, Debt Instruments: Debentures/ Bonds/ Loans, Dividend and Interest payment, Fixed Assets and Depreciation, Inventory Valuation, Revenue Recognition, Expenses, Profit: Gross Profit/PBDITA/PBIT/PBT/PAT

Unit: III Interrelationship between Financial statements, Financial Statement Analysis: Common Size Statements, Ratio Analysis, Du Pont Analysis, Inter-firm and intra-firm comparison

Unit-IV Cost, Cost Concept, Elements of Cost, Cost Centres, Preparation of Cost Sheet, CVP Analysis, Budgeting and Budgetary Control, Standard Costing

Books Recommended:

1. Accounting for ManagementAshok Sehegal, Taxxman

2. Financial Accounting -- A Managerial Perspective, R. Narayanswamy, PHI

3. Khan & Jain Management Accounting, TMH

4. Horngreen, Datar, Foster- Cost Accounting, Pearson

5. Financial Accounting, Jain/Narang/Agrawal, Kalyani

6. Basic Financial Accounting for Management, Shah, Oxford

Paper: 5

Code: MGGM1105

Course Objective:

Organizational Behaviour (OB) is a field of study that investigates the impact that individuals, groups, and structure have on behaviour within an organization. Then it applies that knowledge to make organizations work more effectively. This course will expose students to gain knowledge on the diversified behavioural science theories and its applications in organizations.

ORGANIZATIONAL BEHAVIOR (OB

) Credit: 4

Course Content:

Unit: I Introduction: Concept and models of OB, OB Systems Formal Organization System (FOS), (Individual System) & Social System (SS)

Unit: II Individual System: Perception, Learning, motivation, attitude and Values, personality, emotion and stress.

Unit: III

Social System: Communication, Group Dynamics, Conflict, Leadership.

Unit: IV Organizational systems: Organizational power and politics, Organizational culture and climate, Organizational Change and development, International Dimensions of OB, Managing Diversity. Synergy: Behavior Reinforcement, Behavior Modification

Books Recommended:

1. Robins &Sanghii; Organizational Behavior, Pearson

2. Luthans ,F; Organizational Behavior-TMH

3. UdaiPareek ; Understanding Organizational Behavior, Oxford

4. Prasad,L.M; Organization behavior, S.Chand.

5. K.Aswathappa; Organization behavior

Paper: 6

EXCEL APPLICATIONS FOR BUSINESS

Code: MBDM1103

Credits: 2

Course Objective:

To provide basic knowledge of quantitative tools and their applications in business and management

Course Content:

Unit I: Introduction to Excel

Excel Introduction

Basic formulae: Entering and editing data, Creating and copying formulae, Creating functions easily

Formatting: Inserting/deleting rows/columns, Changing fonts, Colors and borders, Merging and aligning cells

Printing: Page break preview, Using page layout view, Headers and footers, Freezing print titles

Charts: Selecting data, Quick ways to create charts, Formatting your chart

Basic tables: Table styles, Using calculated columns, Header rows and total rows, Sorting and simple filtering Case Exercises/ Practical Assignments/Activities

Unit II: Advanced Excel 1 Advanced Excel 1

Using range names: Using IF conditional functions, Creating, sorting and filtering lists/tables of data, Creating pivot tables

Number formatting: Creating custom formats, The four parts of a format, Scaling numbers

Dates and times: How dates and times are stored, Useful date/time functions, Formatting dates and times Advanced Excel 2

Conditional formatting: Creating/using cell rules, Data bars and colour sets, Styles and themes, How themes work, Using the default styles, Creating custom styles

Validation and protection: Setting cell validation, Protecting cells/worksheets, Grouping and outlining, Cell comments

Range names and absolute references: Absolute references ($ symbol), Fixing only the row/column, Creating range names, Labelling ranges automatically Case Exercises/ Practical Assignments/Activities

Unit III: Excel Functions

Excel Functions: Mathematical Functions, Text Functions, Logical & Reference Functions, Date & Time Functions, Financial Functions, Information Functions

Unit IV:

IF and LOOKUP functions: The conditional (IF) function, Nested Ifs, Lookup tables

Basic tables: Table styles, Using calculated columns, Header rows and total rows, Sorting and simple filtering, Advanced Tables, Removing duplicates, Advanced filters, Creating table styles

Pivot tables: Creating pivot tables, Swapping rows, columns and pages, Grouping fields, Drill- down, Slicers, Pivot table slicers, Changing slicer properties

Charts: Selecting data, Quick ways to create charts, Formatting your chart, Advanced charts, Creating chart templates, Combination charts, Picture charts, Custom chart types

Case Exercises/ Practical Assignments/Activities

Books Recommended:

Reference Books:

1.

John Walkenbach, Excel 2007 Bible, Wiley, PAP/CDR edition, 2007

 

2.

John

Walkenbach,

Excel

2007

Power

Programming

with

VBA

(Mr.

Spreadsheet's

Bookshelf) Wiley; PAP/CDR edition, 2007

Paper: 7

QUANTITATIVE TECHNIQUES

Code: MBDM1104

Credits: 4

Course Objective:

To acquaint the students with different application of quantitative techniques in business decision making.

Course Content:

Unit: I

Nature, Scope and limitations of statistics; uses of statistics to business and industrial activities, Statistical Data primary and secondary data, Collection of data, Classification and tabulation of data, Diagrammatic and graphic representation of data. Questionnaire its characteristics and drafting

Unit-II

Data Measure of Central Tendency: Introduction, Meaning of quantitative technique, statistical research , Measures of central tendency (Averages), Arithmetic mean, Weighted Mean, Median, Mode Measures of Dispersion: Range, Quartile Deviation, Mean Deviation, Standard Deviation, Coefficient of Variation

Unit: III

Probability:

Basic

concepts,

Bayesian,

Probability

Distribution-

Binomial,

Poisson,

Normal

Distribution

Unit-IV

Sampling: Introduction, why sampling, sampling methods, Sampling distribution, standard error, type I and II error, Estimation, properties of good estimator, Type of estimation, Confidence limit .Hypothesis: Hypothesis testing, Z-test, t-test, Chi square test, F-test, ANOVA

Books Recommended:

1. Business Statistics - J K Sharma (Text)

2. Statistics for Management - Levin / Rubin

3. Fundamentals of statistics - Elhance

4. Statistical Methods - S.P. Gupta

Paper: 8

Code: MGGM1102

(Workshop Mode)

Course Objective:

Focus on the basic communication skills required to manage the human resources of the organization, emphasis on the core areas of functional language and provide a useful strategy for self- improvement.

BASIC COMMUNICATION SKILLS (BCS)

Credit: 4

Course Content (18hrs theory and 36hrs lab):

Unit: I Essentials of Communication Importance of communication in management, Functional grammar review, Useful language & expressions, Requisite skills for Managers, 7 C’s of effective communication, Body language, Listening to be heard. LAB: Sounds of English, listening activity, online learning - grammar and vocabulary, professional expressions, role-play on body language

Unit: II Writing & Reading in Communication Business writing: structure and layout, types of business letters, in- house communication, correspondence feedback, Email writing, Reading management case study & comprehension, note making and verbal ability. LAB: Writing workshop, idea generation and presentation, writing assignments, reading comprehension & note making, analysis of word power & language

Unit: III Business Performance Skills Presentation, Conversation to communication in business, Group discussions, Team presentation, Meetings and conferences, Personal grooming and etiquette. LAB: Book review presentation, role play on business conversation, team presentation, mock business meetings.

Books Recommended:

T e x t

Krizen .Merrier. Logan. Williams, Business Communication, Thomson

Bovee , Thill and Schatzman, Business Communication Today

Rai&Rai, Managerial Communication

Sylee Gore, English for Marketing and Advertising, Oxford Business English, Oxford University Press(EMA, Gore)

Liz Hamp-Lyons Ben Heasley, Writing, A Course in Writing Skills for Academic Purposes, Second Edition, Cambridge.

Shirley Taylor, Model Business Letters (MBL)and Other Business Documents, 5 th Edition. Reference

How to Write and Speak Better, Reader’s Digest

Arthur H. Bell &Dayle M. Smith, Management Communication

Leena Sen, Communication Skills

Paper: 1

SEMESTER II

MARKETING MANAGEMENT (MM)

Code: MGMK1101

Credit: 4

Course Objective:

a) To familiarize the students with the concepts and theories and strategies of marketing.

b) To focus on the application of these concepts to various marketing contexts

c) To understand the dynamic nature of environment where marketing decisions are made

d) To effectively manage the marketing mix

e) To focus on the emerging areas of marketing

Course Content:

Unit: I Introduction to marketing; What is marketing?, Importance of marketing function, Process of marketing, Concepts like need, want, value, satisfaction etc, Elementary idea of marketing mix. Understanding Marketing Environment; Factors affecting marketing environment (PESTEL), Competition, Porter’s five force model, Market intelligence system, Introduction to market research, Market research and forecasting

Unit: II Segmentation, Targeting & positioning (STP);What is market segmentation?, Criteria for effective segmentation, Evaluating & selecting market segmentation, Targeting selected markets, Targeting strategies, Positioning theory, Effective positioning strategies, Positioning of brands and repositioning

Unit: III Product Management; Product concept, Classification of products, Product life cycle (PLC), Brand & brand management, what is brand equity. Pricing; Meaning & objective, steps in setting the price, price responses to competition, pricing policies. Promotion; What is promotion, types of promotion, advertising, sales promotion, integrated marketing communication Place; Marketing channels, Channel conflict management, Distribution system and logistic management Sales management; Basics of sales management, managing sales force, Principle of personal selling Consumer Behavior; Role of consumers, Consumer decision making process, Post purchase behavior.

Unit: IV Services Marketing; Characteristics of services, service quality, service quality dimensions,7Ps of services, service failure and service recovery Retail Management; what is retailing, Issues associated with retail management. Social marketing; Importance of social marketing, Key success factors in socialmarketing. Marketing and Organizational Strategy; Managing the product portfolio, SBU, The Boston Consulting Group Matrix, The GE Matrix, Ansoff’s matrix Special topics; Green marketing, e-marketing.

Books Recommended:

1. Marketing Management: A South Asian Perspective- Phillip Kotler, Kevin Lane Keller,

AbrahamKoshy and MithileshwarJha, 13th Edition Pearson, Education Publication

2. Marketing Mangement: Fourth edition- RajanSaxena

3.

Positioning: The Battle for Your Mind- Al Ries& Jack Trout, Warner Books USA

Paper: 2

Code: MGHR1201

Course Objective:

a) To expose the students to the intricacies of Human Resource Management practices and Human behavior at work.

b) To provide theoretical knowledge and practical skills in the area of HRM.

c) To expose the students to the legal framework of HRM and its application.

d) To stimulate analytical thinking, Problem solving, Communication skills and team orientation among students for meeting the HR requirements.

HUMAN RESOURCE MANAGEMENT

Credit: 4

Course contents:

Unit: I The Genesis The Evolution of the Discipline, Concepts and Contours of HRM, Linking Organization strategic planning with Human Resource Planning Job Design and Job Analysis

Unit: II Employee Sourcing I Recruitment , Employee Sourcing II Selection, Employee Engagement

Unit: III Employee Development, Employee Retention

Unit: IV Industrial Relation and Legal Perspective of HRM, HR Audit and Information System

Books Recommended:

1.

SubbaRao. Essentials of Human resource Management and Industrial relations; Himalaya

Publishing.

2.

Rao,T.V.Human resource development. Response books. Decenzo,D. Robbins S.P. Fundamentals of Human resource management. John Wiley and sons.

4.

Mello,A.Jeffery.Strategic human resource management, Cengage learning.

5.

Gomez-mejia,Balkin,Cardy.Managing Human resource,(4 th edition) PHI.

6.

Ivancevich,J.M. Human resource Management. TMH

7.

D. Bhatacharya, Human Resource Management, Excel Books.

8.

Venkatratnam,C.S,Understanding Industrial relations,Oxford.

9.

Dessler,G. A framework of Human resource Management.(10 th Edition) Pearson.

10.

Aswathapa, Human Resource & Personnel management, TMH

Paper: 3

Code: MGFM1202

Course Objective:

Developing skills for preparation and interpretation of business information apart from application of financial theory in investment decisions, with special emphasis on working capital management, Capital Budgeting and other concepts.

FINANCIAL MANAGEMENT (FM)

Credit: 4

Course Contents:

Unit: I An Overview of Financial Management:

Finance Functions; Goal of Financial management - Profit Maximisation vs. Wealth Maximisation; Agency problem, The Financial Environment Risk and Return Analysis:

Stand Alone Risk; Statistical Tools for Measuring Risk; Portfolio and Risk Diversification; Systematic Risk and Unsystematic Risk; Expected Rate of Return and Realized Rate of Return for a Single Asset and a Portfolio. Time Value of Money:

Concept of Time Value, Discounting and Compounding; Multi-period Compounding; Nominal Rate of Interest vs. Effective Rate of Interest; Loan Amortization

Unit: II Financing Decision Capital Structure Leverage and Capital Structure, Impact of Leverage on Capital Structure: EBIT-EPS Approach; Capital Structure and Firm Value Net Income Approach, Net Operating Income Approach, Capital Structure Practices in India. Investment Decision Capital Budgeting:

Project Classification; Investment Evaluation Techniques: DCF and Non-DCF Techniques; NPV vs. IRR; MIRR; Cost of Capital, Assumptions of Cost of Capital, Components of Cost of Capital and WACC

Unit: III Dividend Decision Retained Earnings and Dividend Policy Dividend Policy and Firm Value, Walter’s Model and Gordon’s Model, Factors affecting Dividend Policy, Forms of Dividend, Stock Splits, Bonus Shares Short-Term Investment Decisions Overview of Working Capital Management Concept of Working Capital, Need, Determinants, Operating Cycle, Estimation of Working Capital

Unit: IV Cash Management, Receivables Management, Inventory Management. Books Recommended

1. Fundamentals of Financial Management by R. P. Rustagi, Taxxman

2. Financial Management by I. M. Pandey

3. Financial Management Theory and Practice by Chandra

4. Basic Managerial Finance by Lawrence A. Gitman

5. Financial Management Text and Problems by Khan & Jain

6. Fundamentals of Financial Management by Brigham & Houston

Paper: 4

Course Objective:

INTRODUCTION TO E-COMMERCE

Code: MBDM1201

Credits - 2

1. To provide a clear understanding of commerce and the impact of electronic sciences in it.

2. To know the various changes occurring in the present era of buyer and seller models. To also impart knowledge on the various security issues and challenges pertaining to it.

UNIT-I Introduction to E-Commerce: Definition, Features of E-Commerce, Interdisciplinary nature of E- commerce, Levels of E-commerce, SWOT analysis of E-commerce, Advantages and limitations to E- Commerce, Value chains and managerial implications of E-Commerce. E-commerce functions, Framework of E-commerce,

UNIT-II Internet The internet and the worldwide web, Basic concepts, Requirements for Internet, the internet Protocol Suite, internet architecture, Internet service providers (enabling technologies of the worldwide web) Types ISP and ISP accounts, Selection of Internet Service Provider, , inter organizational Commerce and EDI, EDI implementation, mobile Commerce.

UNIT-III Computer Networks: Different types of networks, protocols and media. Uniform resource locator, Communication protocol, Transmission Control Protocol / Internet Protocol (TCP/IP), Hyper Text Transfer Protocol (HTTP), File Transfer Protocol (FTP), Simple Mail Transfer Protocol (SMTP), Post Office Protocol, Point to Point Protocol (PPP), Telnet, Gopher, Veronica and Jughead, Wide Area Information Service (WAIS), Internet Tools, World Wide Web

UNIT-IV Security and challenges: Electronic payment systems and the issues involved, Types of Electronic Payment Systems, Dimensions of Electronic Payment System, Traditional Payment Systems vs Electronic Payment Systems, Electronic Payments and Protocols , security issues and encryption, E- CRM, E-SCM. E-Strategy, Managerial Issues in Electronic Payment Systems

UNIT-V Consumer oriented Electronic Commerce: Advertising and Marketing on the internet, Consumer Search and Resource Discovery, Web based b2b E-Commerce. Intranets and extranets. Legal and ethical issues, legal infrastructure for E-Commerce in India (The Information Technology Act, 2000), International cyber laws.

Suggested Readings:

Text Book:

1. Ravi B.Kalakota and Andrew B.Whinston – “Frontiers of Electronic Commerce”. Addison Wesley, Pearson Education, Asia.

Reference Book:

1. Practical Cryptography”, Bruce Schneir and Neils Ferguson, Wiley-dreamtech India Private Ltd.

Paper : 5

SALES AND DISTRIBUTION MANAGEMENT (SDM)

Code: MGMK2302

Course Objective:

Credit: 4

To expose course participants to the tools and strategies necessary for designing, motivating and evaluating sales and distribution management.

To introduce course participants to national and international sales and distribution Problems and practices.

Course Content:

Unit: I Introduction: Evolution of Sales and Distribution Management, Emerging Trends in Sales and Distribution Management, Linking sales and distribution management; The Selling Process: Roles and responsibilities of salesman, Steps in personal selling, key success factors and measures, the sales tools, product features and benefits, Driving visibility, Positive sales call; Sales Territories and Quotas: Defining and designing sales territories, assigning sales force to territories, Sales Quota

Unit-II Managing the sales: Persuasion and objection handling, range selling, understanding trade schemes, retailer billing and trade scheme calculations; Promotion in sales: Selling a promotion, Launching a new product, Covering new outlets, Organizing & staffing the Sales force: Types of Sales force organization structure, deciding the size of the sales force, Specialization within the sale organization, Sales force recruitment and training, Controlling the Sales Force: Reviewing own performance, Monitoring sales force expenses, Sales Audit

Unit: III The Indian Distribution Environment: FMCG industry in India, The product Overview, The consumer and the Shopper, Overview of FMCD & Service Industry; Understanding Key Channel Institutions: Distribution channels in FMCG, Types of distributor, Distributor’s overview, Distributors point processes, wholesaling in India, Retailers and their expectations, Types of retailers and coverage

Unit: IV Developing a Distribution Strategy: Developing channel objectives, designing the distribution channel, Use of alternate channels like internet, Managing the distribution channel: Selecting and appointing the channel members, Conducting appraisal of channel partners, Evaluating channel members, Strategies to maintain and enhance channel commitment, Managing conflict among channel members.

Books Recommended

1. Venugopal, P. (2005). Marketing Channel Management: A Customer-Centric Approach. New Delhi: Response Books

2. Kapoor, R. (2005). Fundamentals of Sales Management. Delhi: Macmillan India

3. Still, R. R., Cundiff, E. W., & Govoni, N. A. P. (1988). Sales Management: Decisions, Strategies and Cases. (5th edition). New Delhi: Prentice-Hall of India

4. Panda, T. K. & Sahadev, S. S. (2005). Sales and Distribution Management. New Delhi:

Oxford University Press

5. Havaldar, K. K. &Cavale, V. M. (2007). Sales and Distribution Management: Text and Cases. New Delhi: Tata-McGraw-Hill

Paper: 6

OPERATION RESEARCH

Credits: 2

Code:

MBDM1202

Unit: I

Forecasting: Forecasting, Simple Correlation, Regression Analysis, Time Series Analysis

Unit: II

Linear programming: Formulation, Graphic method, Simplex method.

Unit: III

Transportation Model: Initial solution-NWCM, LCM, VAM Test for optimality, MODI method

Unit: IV

Assignment Problem: Hungarian Method, Travelling Salesman problem. Game Theory.

Books Recommended:

1. Operation Research - V.K.Kapoor (Text)

2. Business Statistics - J K Sharma (Text)

3. Fundamentals of Statistics - S.C.Gupta

4. Operation Research - S.D.Sharma

Paper: 7

Code: MGMK2305

Course Objective:

Understanding consumer behavior is a challenging & interesting experience, every marketer tries to know how consumers behave before, during and after purchasing any product or service. Insight gained from consumer behavior will lead the development of an effective marketing strategy that wins the heart & minds of today’s discerning customer. The course will introduce course participants to the issues and models in consumer behavior help understand the diversity of the Indian market, the demographic & psychological differences that account for the same and how marketing strategies are crafted & executed based on a in depth understanding of Consumer Behavior.

CONSUMER BEHAVIOR (CB)

Credits : 2

Course Content:

Unit: I Introduction The basic notion of consumer behavior and its importance in marketing. Motivation Definition, Dynamic nature of motivation, Types & systems of needs. Personality Understanding Personality, Theories of Personality (Freudian, Jungian, neo- Freudian, Trait), Understanding consumer diversity, Self & Self-image. Perception Concept, Absolute Threshold, Differential Threshold, Subliminal Perception, Dynamics of perception (Selection, organization, interpretation). Learning Consumer Learning, Behavioral learning theories (classical conditioning, Instrumental conditioning), Cognitive Learning Theory (Information Processing), Brand Loyalty.

Unit: II Attitude Consumer Attitude: Formation and Change (Process, sources of influence, Strategies and functions), Tri-component & Multi Attribute attitude models. Reference Group Social & Interpersonal Influence, Reference Groups, Consumer Conformity, the Common Man Appeal. Family Family, Role, Functions, Decision Making, Family Life Cycle. Social Class Social Class, Mobility, Signs of downward mobility. Culture Culture, Basics, Values, Myths, Customs, Rituals, Laws, Acculturation, Subculture.

Unit: III Consumer Purchase Decision Making Consumer Decision Making: Levels (Extensive problem solving, limited problem solving, routinized purchase behavior), Models (Nicosia, Howard- Seth model, Engel- Blackwell- Miniard Model), Problem recognition and decision-making, Information search and decision making.

Unit: IV Decision making and Post- purchase behavior Evaluation of alternatives, purchase decision making, and post- purchase behavior, marketing applications: Customer satisfaction and dissatisfaction.

Books Recommended:

1. Consumer Behavior by Schiffman&Kanuk

2. Consumer Behavior by Louden Della Bitta

3. Consumer Behavior by Mowen& Minor

4. Consumer Behavior by William Wilkee

5. Consumer Behavior by Peter Olson

6. Consumer Behavior by Wells Prensky

Paper: 8

APTITUDE AND CAREER ENHANCEMENT-I

Code: MGGM1210

Credit: 1

Course Objective:

a) To familiarize the students with the concepts of written test for corporate

b) To provide fundamentals about English , Reasoning and Aptitude

Course Content:

English:

Vocabulary, fill in the blanks, Critical reasoning, Jumbled Paragraph, RC, Usage, English Test Reasoning:

Syllogism, calendar, Numeric logic. Logical reasoning, Campus puzzles, reasoning test Aptitude:

Number system, percentage, Profit and loss, Interest, Ratio, Proportion, Mixtures, Permutation, combination, Probability, Aptitude Test

Paper: 9

Course Objective:

COMMUNICATION PERSPECTIVE OF
COMMUNICATION PERSPECTIVE OF

COMMUNICATION PERSPECTIVE OF

COMMUNICATION PERSPECTIVE OF MANAGEMENT (CPM)

MANAGEMENT (CPM)

COMMUNICATION PERSPECTIVE OF MANAGEMENT (CPM)

Code: MGGM1206

Credits: 2

Provide a working knowledge of communication issues and skills required for managers, boost personal, oral, written and visual communication skills through strategic approach.

Course Content:

Unit: I Innards of Communication Roots of misunderstanding in management communication, overcoming barriers, empowering employees- self-esteem and assertive skills, communicating in diversity of culture.

Lab: Case Studies, role plays on communication situation & style

Unit: II Written Analysis and Communication Business proposals and reports, Paragraph writing, expository writing with special emphasis on data comment, creative writing: AIDA model

Lab: workshops on writing, writing in groups & individual assignments

Unit: III Business Performance Skills Making Oral presentation, persuation& negotiation in communication, etiquette in business, Internet and telephone etiquette.

LAB: Movie review presentations, Writing & presenting persuasive messages, telephone etiquette & grooming for meeting & presentation

Books Recommended:

Texts

1. Krizen. Merrier. Logan. Williams, Business Communication, Thomson( BC: Krizen).

2. Bovee, Thill and Schatzman, Business Communication Today (BS: Bovee).

3. M. M. Monippally, Business Communication Strategies (BCS: MMM), TMH, New Delhi, 2001.

4. Arthur H. Bell &Dayle M. Smith, Management Communication (MC: AHB & DMS), Wiley Student Edition, 2005

5. Allan Pease, Body Language

Paper: SIP

SUMMER INTERNSHIP PROGRAM

Credits: 4

Guidelines:

Code: MGGM 1211

1. At the end of second semester examination, every student of MBA will undergo on-the-job practical training in any manufacturing, service or financial organization. The training will be of 3

months/weeks. The guidelines of training will be provided before the end of the second semester classes

2. During the course of training, the organization (where the student is undergoing training) will assign a problem/project to the student. The student, after the completion of training will submit a report to the College/Institute. However, the report must be during third semester. A Performance appraisal by the external examiner will be attached with the report.

3. The report (based on training and the problem/project studied) prepared by the student will be termed as Internship Training Project Report. The report should ordinarily be based on primary data. It should reflect in depth study of micro problem, ordinarily assigned by the organization where student undergoes training. Relevant tables and bibliography should support it. One comprehensive chapter must be included about the organization where the student has undergone training. This should deal with brief history of the organization, its structure, performance products/services and problems faced. This chapter will form part I of the Report. Part II of the

Report will contain the study of micro research problem. The average size of Report ordinarily will be 100 to 150 typed pages in standard font size (12) and double spacing. Three neatly typed and soft bound (paperback) copies of the report will be submitted to the College/Institute. The report will be typed in A-4 size paper.

4. The report will have two certificates. One by the College and the other by the Reporting Officer of the organization where the student has undergone training. These two certificates should be attached in the beginning of the report.

5. The report will be evaluated by internal and external examiner. It will carry total 100 marks divided into written report of 50 marks by external examiner and presentation of 50 marks in front of a panel of at least three faculty members appointed by Director/ Principal of the college.

6. The marks will be awarded by the external examiner to be appointed by the examination division.

7. The format of the report is given below:

Objective of the Research Undertaken

Literature Review

Research Methodology

Results and Analysis

Conclusions

References

Appendices to include questionnaire, if any

Paper: 1

SEMESTER III

STRATEGIC MANAGEMENT

Code: MBDM2101

Credits: 4

Course Objective:

Strategic Management is framed to help the students to learn the concepts related to Business Policies and Strategic Management so as to understand how a successful Business Policies and Strategies are framed at different levels of Management for organizational success and smooth functioning of an organization in today’s dynamic environment.

Course Content:

Unit I Introduction to Strategic Management:

Definition, Concept, Objective and Significance of Strategic Management, Characteristic of Strategic Management Levels of Strategy-Corporate level Strategy, Business Level Strategy, functional Level Strategy, Types of Strategy- Master Strategy, Programmed Strategy Strategic Decision Making-Issues in strategic decision making-Criterion for decision making, Rationality, Creativity and Variability in decision making, Person Related factors, Individual and Group decision making, Difference between Business Policy and Strategy Strategic Management Process (SMP)-Condensed model, Circular model and SMP by William Gluek

Unit II Strategic Planning and Appraisal Strategic Intent: Concept, Formulation and Characteristics of Vision, Mission, Business Definition, Goals and Objectives, Strategist and their Role in SM Environment Appraisal- Concept and Characteristics of Environment, Concept and types of Environment Appraisal, Internal and External Environment, Approaches ofExternal Environment Appraisal: systematic Approach, Ad-hoc Approach and Processed form Approach, Techniques of Environment Appraisal: Information Gathering, Spying, ForecastingQuantitative technique, Qualitative Technique, Casual Method, Quick Environment Scanning Technique (QUEST) Process of Environmental Appraisal:-Identifying the Environment FactorsIssue Priority Matrix, Structuring of Environment Appraisal Environment Threat and Opportunity Profile (ETOP), External Strategic Factor Analysis Summary (EFAS), Political, Economic, Social and Technological (PEST) Analysis Organizational Appraisal: Concepts & Capability Factors- VRIO Framework, Ohame’s Approach, Jausch and Osborn model, Porter’s Value Chain Model, SWOT Analysis as a Tool for assessing Organizational Capabilities and Environment Opportunities

Unit III

Strategic Analysis and Choice Corporate Level Strategies: Stability Strategy, Growth Strategy, Retrenchment Strategy and Combination Strategy Business Level Strategy: Porter Generic strategy model, Market Structure StrategiesMarket Leader Strategies, Market Challenger Strategies, Market Follower Strategies, Market Niche Strategies Approaches to choose Strategic AlternativesPassive Approach, Active Approach, Programmed Approach, Flexible Approach, Contingency Approach, Inside out planning Approach, Integrated Approach and Entrepreneurial Approach Strategic Choicefocusing on alternatives, Business definition and alternatives consideration, considering the selection factors, Evaluation of Strategic alternatives, making the strategic choice Corporate Level Strategic Analysis: BCG Matrix & GE 9 cell Matrix, Hofer’s matrix, Directional Policy Matrix, Strategic Position and Action Evaluation (SPACE) analysis, Business Level Strategy Analysis: Life Cycle Analysis, Industry Analysis (Porter’s Five Forces), Entry and Exit Barrier and Competitor analysis

Unit IV

Strategic Implementation:

Interrelation between Strategy Formulation and Implementation, Aspects of Strategy Implementation-Pyramid Approach Project implementationPhases of project (conception, Definition, Planning, implementation and clean up phase), Procedural and Structural ImplementationProcedural ImplementationIntroduction of Regulatory framework and Licensing procedures, SEBI Requirements, and Patenting Requirements, Resource Allocation, Structural Implementation: An overview of: Structural Consideration, Structure for StrategiesEntrepreneurial Structure, Functional Structure divisional Structure, SBU structure, Matrix structure, Behavioural and Functional Implementation: An overview of: Leadership, Corporate Culture, Functional /Operational Implementation: An overview of: Functional Strategies (financial plan and policies, marketing plan and policies, operational plan etc.)

Unit V Strategic Evaluation and Control:

Strategic Evaluation: Importance, Barriers and Techniques to remove the Evaluation Barriers, Process of Strategic Evaluation: Setting standards of performance, measurement of Performance, Analyze the variances, Taking Corrective Actions Strategic and Operational Control: Concept of Strategic ControlPremise Control, Implementation Control, strategic Surveillance control, Special alert control, Concept of Operational control, Techniques of Operational Control Internal Analysis, Comparative Analysis, Comprehensive AnalysisBalanced Score Card, Key factor rating, Difference between Strategic Control and Operational Control Techniques for Strategic Evaluation and Control: Mc Kinsey’s 7s Framework. Role of Organizational Systems in Evaluation: Information System, Control System, Appraisal System, Development System

Books

Recommended:

Text Books:

1.

AzharKazmi, “Business Policy & Strategic Management”

2. Arthur A. Thompson Jr.andA.J.Strickland, Strategic Management-Concepts and Cases

Reference Books:

1. M.Shrivastava , Management Policy and Strategic Management (Concepts, Skills and Practices)

.

2. P.Subba Rao, Business Policy and Strategic Management

3. Ramaswamy ,Strategic Planning Formulation of Corporate Strategy

4. L.M. Prasad, Business Policy and Strategy, Sultan Chand and Sons

Paper: 2

Code: MGGM2315

Course Objective:

To introduce the students to some of the most important laws of business, particularly in the areas of contract law, sale of goods, company law and legal frameworks for conducting business. To equip the students with the minimum legal framework for starting a business venture and running it successfully in conformity with legal parameters.

LEGAL ENVIRONMENT FOR ENTERPRISE

Credits: 2

Course Content:

Unit :I Introduction ;Scope and subject matter of Business Law, Source of laws;

Unit: II Law Of Contracts, Special Contracts, Partnership act, Sale of Goods Act(1930),

Unit: III Negotiable instruments act(1881),Companies law Act(1956),

Unit: IV Consumer Protection Act(1986), Information technology Act(2000)

Books Recommended:

1. S.S.Gulshan and G.K.Kapoor ; Business Law including Company Law.New Age International

Publishers.

2. Mercantile law by N.D.Kapoor

3. Company law by Majumdar& Kapoor, Taxmann

Paper: 3

BUSINESS ETHICS AND CORPORATE GOVERNANCE

Code: MBDM2102

Credits: 2

Course Objective:

Students will be able to recognize the political, social, ethical, and global context underlying the rules of business law and they will be able to apply the business laws to business conflicts and management challenges.

UNIT-I

Introduction to Ethics and Values: Nature of Business Ethics and Values, Significance and types of values, Ethics and Religion, Culture and Ethics, Social culture and Individual Ethics, Factors Influencing Business Ethics, Ethics as strategy, Ethics of Great Philosophers Albert.Z.Carr, Aristotle, Niccolo Machiavelli, Karl Marx, Suntzu: The art of war of Sun Tzu, Might-equals-right approach of Karl Marx.

UNIT-II Ethical Decision Making: Ethical Decision Making, Difficulties in Ethical Decision Making, Power and Politics in organizations: Bases and sources of power, Coalitions, Managing Ethics: Ethics codes –Comparison of codes of Ethics, Codes of Conduct, codes of Practice, Ethics Programs, Kohlberg’s Study and Business Ethics, Laws of Enforcing Ethical Conduct: Laws and Ethics, Justice Theory of Natural Law, Law as a guide to Moral Choice, Role of the Government of India in Enforcing Ethical Behaviour.

UNIT-III Ethics in Marketing and Accounting: Ethics in Marketing Product relative ethics, Competition Relative Ethics: Advertising as a process of competitive strategy, Piracy and predatory as a strategic choice, Ethics in Finance Accounting and Reporting, Insider Trading.

UNIT-IV Introduction to Business Etiquette: Introduction to Business Etiquette, First Impression, Creating Professional Style and Presence, Building an Appropriate Work Wardrobe, Dress Codes, Personal Hygiene and Grooming, The Art of Meeting and Greeting, Body Language, Remembering Names, The Art of Making Conversations, Sparking A Conversation, Handling Office Conversations, Respecting Ethnic, Cultural, and Gender Differences, Improving Your Telephone Manners, Speaking and Listening on the Phone.

UNIT-V Handling Diverse Environments: Etiquette in a Diverse Business Environment, Working in a Diverse Environment, Respecting Physical Differences, Dealing with Specific Disabilities, Respecting Racial and Ethnic Differences, Respecting Gender Differences, Handling Conflicts Introduction, Workplace Dynamics, Handling Problem Personalities, Managing Conflicts, Business Communication and Other Etiquette, Etiquette at Major Events, Travel Etiquette, Women Travellers.

Suggested Readings:

Text Book:

1. Paul J. Zak and Michael C. Jensen, Moral Markets: The Critical Role of Values in the Economy, Princeton University Press, 2008.

Reference Books:

1. Daniel Freidman, Morals and Markets: An Evolutionary Account of the Modern World, Palgrave Macmillan, 2008.

Paper: 4

LOGISTICS AND SUPPLY CHAIN MANAGEMENT (LSCM)

Code: MGOM2302

Credit: 2

Course Objective:

This course is aimed at creating awareness on the desirability of supply chain management (SCM) concepts for the Indian Industry. The focus will be on integrated supply chain management systems. The integration of the physical (material flow) and virtual (information flow) value chain across multiple organizations will be highlighted. The emphasis will be on cross-functional approaches to supply chain management, including marketing, sales, research & development, finance and accounting, manufacturing/operations, and information technology. The participants will get a chance to rethink the way the organization integrates suppliers, production and distribution in the globally competitive economy. Course Content:

Unit: I Overview of supply chain management, objectives of a supply chain and the decision phases in a supply chain, the process views of a supply chain, nature and scope of supply chain management, model of supply chain management, Logistics, warehousing and Expediting, Logistics and SCM Relationship, Importance of Logistics/supply chain management. Drivers of supply chain performance, A framework for structuring drivers, Facilities, Inventory, Transportation, Information, Sourcing, Pricing, Obstacles to achieving fit.

Unit: II Logistics/supply chain network design and its importance, steps involved in logistics/supply chain network design process, factors influencing network design decisions, “design of channel of distribution” and the considerations of channel design. Strategic Decisions in Supply Chain, Linking to corporate strategies, Role of Third party and integrated- logistics service providers. Role of sourcing in supply chain Importance of sourcing in a supply chain, sourcing grid matrix and guidelines, purchasing procedures and commonly deployed practices, strategic sourcing.

Unit: III Demand management and customer service, performance measures for customer service, demand management process and the problems in demand management, basic approach to demand forecasting and the forecasting methods or techniques, how to establish a customer service strategy. “Bull-whip effect” in a supply chain, managerial levers to achieve coordination within a supply chain. Role of transportation in a supply chain, characteristics of transportation modes and carrier selection, transportation infrastructure available in the country, concepts of transportation economy and pricing, various transportation strategies employed by transportation managers. Role of Information Technology in a supply chain, customer relationship management (CRM) approach and the supplier relationship management (SRM) approach, various logistics/supply chain information technologies used.

Unit: IV Organisation and control in supply chain Need for logistics/supply chain organisational structure and its importance, various types of organisational structures in integrated logistics which have been evolved over time, organisational design. Dimensions of performance measures, measurement criteria used in supply chain management, major categories of performance metrics, performance measures for supply chain management, various types of performance measures, SCOR model and balanced score card method, Confidence limit. Global SCM and future of SCM Cost drivers and impact on global supply chain configuration, challenges in establishing a global supply chain, changing perspectives of logistics infrastructure.

Books Recommended:

1. Supply Chain Management N Chandrasekharan(Text)

2. Supply Chain Management - Chopra • Meindl (Text)

3. Supply Chain Management - K Shridhar Bhatt

4. Supply Chain Management for competitive Advantages Rangaraj

SEMESTER IV

Paper: 1

Code: MGGM2316

Course Objective:

Project Managementis a fast-growing and increasingly ‘professionalised’ discipline with record numbers of practitioners now gaining the PMI certification. As a mainstream skill, critical to business success, and under closer scrutiny for the benefits it delivers, it’s important the students of today and practitioners of tomorrow can rely on a comprehensive and contemporary text to support their learning. It takes a decision-making, business-oriented approach to the management of projects, which is reinforced throughout the text with current examples of project management in action. Upon completion of this course, attendees will be able to: Define and describe common project management terminology. Use a step-by-step process to manage projects faster while using fewer resources, Avoid common pitfalls and mistakes in managing projects, Apply the Tricks of the Trade® used by thousands of project managers around the world in the IT, IS, New Product Development, Financial Services, Manufacturing, Pharmaceutical and other industries. Course Content:

Unit: I Project Management framework; Introduction to Project Management; Project Life Cycle and Organisation, Project vs. Operational work, Stakeholders, Organisational Influences Project Management Process for a Project, groups, Initiating, planning, executing, monitoring &controlling and closing process groups. Project management Knowledge area; Project Integration Management; Develop project charter, develop project management plan, direct and manage project execution, monitor and control project work, perform integrated change control, close project or phase.

PROJECT MANAGEMENT

Credits: 4

Unit: II Project Scope Management; collect requirements, define scope, create WBS, verify scope, control scope Project Time Management; Define activities, sequence activities, estimate, develop and schedule

Unit: III Project Cost Management; Estimate costs, determine budget, control costs Project Quality Management; Plan quality, perform quality assurance, perform quality control Project HR Management; Develop HR plan, acquire project team, develop and manage project team

Unit: IV Project Communications Management; Identify stakeholders, plan communication, distribute information, manage expectation of stake holders, report performance Project Risk Management; Plan risks; identify risks, perform quality and quantitative risk analysis, plan risk responses, monitor and control risks Project Procurement Management; Plan procurements, conduct procurements, administer procurements, close procurements

Books Recommended:

1.

Projects: Planning, Analysis, Financing, Implementation & Review, Prasanna Chandra

2.

Small and Medium Enterprises in India: IIBF (Know your banking-V)

3.

Introduction to Project Finance: An Analytical Perspective, H R Machiraju

2.

Project Management, Maylor

3.

Project Management : By Jeffery Pinto

4.

Project Management, K.Nagarajan

5.

A Guide to The Project Management Body of Knowledge (PMBOK® Guide) 4 th edition

Paper:1

ELECTIVES

WEB TRAFFIC GENERATION

Code: MBDM2201

Credits: 2

Objective: This value added course is designed to inclucate the practical skills, with the help of an instructor, in order to generate prospects to a brand or business in order to build engagement activities that will result in conversion of the prospect to a consumer.

Social Media - Likes, Comments, Shares

Social Bookmarking - Follow

SEO - Keyword Listings

PPC - Ads & Bids

Web 2.0 - UGC (User Generated Content)

Hubpages + Squidoo

Youtube video marketing

Offline

Forum Marketing

Guest Blogging + Blog Commenting

Article Marketing

Forum Sites

Paper:2

LINK BUILDING & EWOM

Code: MBDM2202

Credits: 2

Objective: With the help of a trainer / an instructor, this course would provide insights and practical hands-on experience in buildinglistings and references for a brand and/or business through the usage of their websites, so as to generate more audience and usersdiscuss about it, follow and eventually, promote the site directly or indirectly.

Article Sites

Article Directory

Answer Sites

Quora Threads

Back-linking

Ahrefs

Review sites

Search Engine Submissions

Social Sites - Community Creation

Forum Postings

Link exchange & Link baiting

Photo-sharing

Paper: 3

Course Objectives:

SOCIAL MEDIA MARKETING

Code: MBDM2203

Credits: 4

Understand and plan content for online marketing. Learn how to use social media to meet organisation’s acquisition and brand objectives; Learn to incorporate best social media practices into marketing campaign.

Course Content:

Unit I Introduction to Social Media Marketing What Is Social Media Marketing? Big Brands and Social Media, Small Business and Social Media, Social Media and Blogging, History, Platforms, Content Strategies, Building an Audience, Takeaway Tips

Unit II Social Media Platforms Twitter and Microblogging, Introduction, History, Protocol

Unit III Social Networking Social Networking, Introduction, History, Facebook, LinkedIn, Media Sharing, YouTube, Flickr, SlideShare

Unit IV News & Bookmarking Social News and Bookmarking, Introduction, Digg, Reddit, StumbleUpon Ratings and Reviews, Introduction, Yelp, Other Sites Forums, Research, Engaging

Unit V Social Media Strategy Strategy, Tactics, and Practice, Monitoring, Research. Campaigns versus Ongoing Strategy, Integration, Calls to Action Measurement, Metrics, Goal Setting, Software

Recommended Books:

Text Books:

1. Tracy Tuten , Michael R. Solomon, Social Media Marketing, Kindle Edition, 2012

2. Tim Kitchen, Tashmeem Mirza, Profitable Social Media Marketing: Growing your business using Facebook, Twitter, Google+, LinkedIn and more, Exposure Publishing; 1 edition, 2013

Books Recommended:

1. Barker, Social Media Marketing: A Strategic Approach, Cengage; 01 edition, 2013

2. Social Media Marketing Successfully For Beginners: Create Successful campaigns, gain more fans, and Boost Sales, 2014 by F.R. Media

Paper: 4

BRANDED CONTENT AND THE FUTURE OF MEDIA

Code: MBDM2204

Credits: 4

Course Objective:

Media are evolving and branded communication must keep pace. This will cover the innovations in this area. Given the power of media to influence consumer beliefs, knowledge and attitudes to brands

and businesses, this is a vital link; it will also explore the latest trends of media & content; user generated content and its impact on media monetisation and the entire media business model.

Course Content:

Unit I Branded Content The New Form of Entertainment The Brand Integration Continuum, Publicity beyond Placement, Future of Branded Entertainment, Eight Tips to Enhance Content Marketing, Remembering the Essentials Learning from the Masters.

Unit II Brand Story Discovering the Brand Story, From Brand Story to Brand Promise and Personality, Designing and Executing the Brand Story, Service Experiences, Product and Packaging, Corporate Social Responsibility and Sustainability.

Unit III Consumer Generated Content Definition and Insights on Consumer Generated Content, Do-It-Yourself (DIY) Advertising, Product Development, Opportunities for Co-creation, Four Building Blocks of Co-creation.

Unit IV Gamification Gamification and the Fun Theory, Gamification and Major Brands, Five Elements of Gamification in a Branding Strategy, Advergaming, Gamevertising, Principles of Gamification.

UnitV The Future of Media Scenario Planning, Interpreting Scenario, Dynamic Content Creation, Strategic Framework of the Future of Media, The Consumer/Creator Archetype, Revenue and Ad Aggregation, Distribution:

Channels, Devices, and Mobility, Globalization and Localization, Shifting Advertising Channels - Growth in Digital Advertising, Social Networks, Blogging Platforms, Drivers of Value, The Forces Shaping Media--Increasing Media Consumption, Fragmentation, Participation, Personalization, New Revenue Models, Generational Change, Increasing Bandwidth; Future of Media Lifecycle Cases.

Recommended Books:

Text Books:

1. Parreno, Jose Marti, Engaging Consumers through Branded Entertainment and Convergent Media, IGI Global, 2015

2. Shay Sayre, Cynthia King, Entertainment and Society: Influences, Impacts, and Innovations,

Routledge, 2012

Reference Books:

1. Damaris Valero, Branded Entertainment: Dealmaking Strategies & Techniques for Industry

Professionals, J. Ross Publishing, 2014

2. AhavaLeibtag, The Digital Crown: Winning at Content on the Web, Newness, 2013

Paper: 5

IDEAS, BRANDS AND BUSINESS

Code: MBDM2205

Credits: 2

Course Objective:

To help students gain conceptually deep understanding of branding and associated factors. To also make the students aware of the latest trends in branding in domestic and global front.

Course Content:

UnitI Basics of Brands and Business Branding and brands. Consumer benefits---Rational vs Sensory vs Emotional. Maslow’s hierarchy. Consumer Needs vs Wants and the social and family implications. Emergence of new consumer classes and the potential conflicts between generations. Brand Equity & Brand Ideas & Brand Positioning. Branding beyond commercepolitics & religion & charity.

Unit II Brand Identity Brand Identity & Logos &Colors& Images. The brand base line.The role of visual and audio properties.Brand promise & Brand Personality. Brand Image, Differentiation, and Competitive advantage through Branding

Unit III Market Opportunities and Brand Positioning How to identify opportunities? What is latent need? How to anticipate emerging and changing needs? The foundations of BrandConsumer relationship.The evolving shift of power and influence. Brand Positioning Statement

Unit IV Role of Brands in Global Businesses The power of brands, Emotional leverage of brands, Branding to meet the needs of consumers across borders, No Logo and Pro Logo, Sustainability of brands, Repositioning of Brands, Branding mistakes due to cultural negligence

Unit V Trends in Brands and Business Latest Trends in Branding, Consumer Trends that have affected Branding strategies, Application of Technology in Branding, Branding strategies for changing consumer attitudes, Case studies

Recommended Books:

Text Books:

1. Jean-Noel Kapferer, the New Strategic Brand Management: Advanced Insights and Strategic

Thinking, Kogan Page Publishers, 2012

2. Kevin Lane Keller, Strategic Brand Management, Pearson Education, 2013

Reference Books:

1. Tilde Heding, Charlotte F. Knudtzen, MogensBjerre, Brand Management: Research, Theory and Practice, Taylor & Francis Limited, 01-Dec-2015

2. LucieScholz, Brand Management and Marketing of Luxury Goods, Anchor Academic Publishing (aap_verlag), 01-Feb-2014

Paper: 6

BRAND PLANNING AND CONSUMER INSIGHTS

Code: MBDM2206

Credits: 4

Course Objective:

To teach the students how to constantly design and execute intelligent and innovative research studies to scan the environment, identify consumer insights, and use those insights to manage the brand.

Course Content:

UnitI Account Planning The Birth of Account Planning, The Need for Account Planning, What Roles does Planning Fulfil?, Typical Characteristics of an Account Planner, Account planning and its stakeholders.

Unit II Creative Brief The Creative Brief, Elements in a Creative Brief, Developing a Creative Brief through Research, Research for UNUM insurance A Case Study, Location for Conducting the Research, Developing the Creative Idea A Case Study, Developing the Creative Brief in Digital Medium, What is a Media Brief? Media Planning and Strategy.

Unit III Consumers in India The Indian Consumer, Current Scenario - Many Consumers, Many Choices, Consumption in Rural Areas, The Way Forward for Marketers, Changes in the Habits of the Indian Shopper, Virtual Shopping, Deals and Discounts, Impulsive Buying, Individualised Shopping, Many Shopping Seasons, Consumer Insights, The In-Store Behaviour of Asian Consumers, The Indian Shopper.

UnitIV Media Mapping Media Mapping Across Target Groups & Different Products & Services, Translating An Idea Across Different Media & Languages, What Is Media Neutral Or Media Plural, Customizing Tasks Across Media Campaign Management & Reporting.

UnitV Brand Planning and Ideation Multi-Media Campaigns Imperatives, Similarities between Traditional Account Planning, Creative Direction or Trigger, Influence of Creative Planners in Ideation. Media The New Creative Frontier, Synergies Across Ideation & Media Planning & Scheduling, Genuinely Fresh Media Ideas & Their Creative Expression, Brand Building Through Creative Planning Across Categories & Domains, Implications For Differing Campaign Tasks And For Differing Target Audiences.

Recommended Books:

Text Books:

1.

A. Young, Brand Media Strategy: Integrated Communications Planning in the Digital Era, Springer, 22-Sep-2014

2. Adam Kahane, Kees Van Der Heijden, Transformative Scenario Planning: Working Together to Change the Future, Berrett-Koehler Publishers, 2012

Reference Books:

1. Paul N Hague, Nicholas Hague, Carol-Ann Morgan, Market Research in Practice: How to Get Greater Insight From Your Market, Kogan Page Publishers, 2013

2. Wayne C. Booth, Gregory G. Colomb, Joseph M. Williams, William Fitzgerald, Joseph Bizup, The Craft of Research, University of Chicago Press, Fourth Edition 2016.

Paper: 7

DIGITAL STRATEGIES AND PLANNING

Code: MBDM2207

Credits: 4

Course Objective:

Create a digital marketing plan and budget; Identify suitable measures to set objectives and evaluate digital marketing; Review and prioritise strategic options for increasing customer acquisition, conversion and retention.

Course Content:

Unit I Introduction Trends and directions in e-business.E-visioning. An introduction to the key e-business models.Case analysis of e-business ventures.

Unit II E-Business Planning E-Market analysis methodologies. Organizing e-business.Justifying e-investment appraisal.Structuring the e-business plan. Business and Operational Aspects of e-business:

Unit III E-Business Risk Analysis Investors’ perspective of e-business proposals.Technology enablers of e-business collaboration.

Unit IV E-Business Collaboration Designing processes for e-business collaboration and e-business process analysis. Principles of Customer Relationship Management.

Unit V Trends in E-Business Emerging Aspects of e-business: The e-business regulatory framework.The evolution of e-business and e-strategy consulting.

Recommended Books:

Text Books:

1. Michael E-Porter Strategy and the Internet digital E-Book Harvard Business School

2. Christopher Bones, James Hammersley, Leading Digital Strategy: Driving Business Growth through Effective E-commerce, Kogan Page Publishers, 2015

3. Peter Weill, Michael Vitale, Place to Space: Migrating to E-business Models, Harvard Business Press, 2013

Reference Books:

1. Ira Kaufman, Chris Horton, Digital Marketing: Integrating Strategy and Tactics with Values, a Guidebook for Executives, Managers, and Students, Routledge, 2014

2. Larry Weber, Everywhere: Comprehensive Digital Business Strategy for the Social Media Era, John

Wiley & Sons, 2012

Paper: 8

MOBILE & E-MAIL MARKETING

Code: MBDM2208

Credits: 4

Course Objective:

1. This course would familiarize the student with the basic understanding of Mobile and eMail customers and help gain insights in the areas of technology adoption, various devices, changing nature of services and ecosystems.

Course Content:

Unit I Understanding the Mobile Consumer: User journey and context Mobile and multi-channel marketing, User journey examples, the stages of the user journey, Value proposition and user journey. Technology Change and Adoption: Forty years of radical change, integrated devices, Smartphone adoption, Global variations, benchmarking marketing activity.

Unit II Disruption and Integration: The death of in-store retail Convenience, choice and transparency, Business culture, Single customer view, Next step: marketing automation, Mobile as a change enabler. Devices, Platforms and Technology: Why It Doesn’t Matter: Mobile-compatible is not mobile-optimized, Technology challenges, Audience segmentation, and Frictionless technology.

Unit III Mobile Statistics: Summary , Breakdown of regions, Smartphone adoption levels, Mobile broadband subscriptions, Breakdown of mobile operating systems worldwide, QR codes, NFC and other technologies, Mobile social media usage by region. Email Marketing Strategy: Building email marketing strategy, Building subscriber lists, Building database and Purchasing database, Follow-ups.

Unit IV Email Marketing Campaign Design: Designing Newsletters, Types of Campaigns, Email Marketing Reports and analysis, Scope of Email marketing, Influence of modern digital marketing models in email marketing.

Unit V Email Marketing Tools: Email Automation, Email Design Reference - Concepts, Design, Development, Resources. Mailchimp, EMMA, AWeber, Active Campaign. Basics of CSS, Purpose of CSS Inliner tool.

Recommended Books:

Text Books:

1.

Rowles, Daniel (2013-11-03). Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising (Kindle Locations 178-185). Kogan Page. Kindle Edition.

2. Hopkins, Jeanne; Turner, Jamie (2012-01-05). Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business. Wiley. Kindle Edition.

3. David Gilmour (Foreword), Jeanniey Mullen, Email Marketing: An Hour a Day Paperback, Sybex, 2008

4. Matthew Paulson and Elisa Doucette, mail Marketing Demystified, American Consumer News, LLC; 1 edition, 2015

Reference Books:

1. Mobile Marketing for Dummies 2013 - by Michael Becker and John Arnold

2. The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers 2014 - by Ray Poynter and Navin Williams

3. Ian Brodie, Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More Sales With Email Marketing, Rainmaker Publishing; 1 edition, 2013

Paper: 9

SEARCH ENGINE OPTIMIZATION

Code: MBDM2209

Credits: 2

Course Objective:

To explore the underlying theory and inner workings of search engines

Course Content:

Unit I Introduction to SEO: What is Search Engine Optimization (SEO)? Introduction to SERP, What are search engines?How search engines work?Major functions of a search engine.

Unit II Search Engine Traffic: What is traffic? Different types of traffic, What are keywords?Different types of keywords, Google keyword planner tool, Keyword research process.

Unit III On-Page Optimization: Keyword optimization, Content optimization, adding social media plug-ins on Web pages, Internal linking, Meta tag creation, Creating Web page in HTML.

Unit IV Off-Page Optimization: What is page rank? How to increase page rank? What are back links?Types of back links, what is link building?Types of link building, Do's and Don'ts of link building.

Unit V Optimized Content Strategy: How to write optimized content, Monitoring SEO process, Preparing SEO reports.

Recommended Books:

Text Books

1. Eric Enge, The Art of SEO, Shroff/O'Reilly; Second edition, 2012

2. Dr Andy Williams, SEO 2015 & Beyond, CreateSpace Independent Publishing Platform; Fourth edition, 2014

Reference Books

1. EMarketing -The essential guide to marketing in a digital world, Rob Stokes and the Minds of Quirk, Quirk Education Pty (Ltd). 5th Edition, 2012

2. Bruce Clay, Search Engine Optimization All-in-One for Dummies, John Wiley & Sons, 2015

Paper: 10

SEARCH ENGINE MARKETING

Code: MBDM2210

Credits: 4

Course Objective:

To explore the marketing aspects of search engine and understand the importance of Google AdWords and other elements of Search Ad

Course Content:

UNIT-I Search Engine Marketing – Meaning, Importance, Difficulty, Visitor’s behavior, Searcher’s Intent, Working of search engine and how to work the search engine; Introduction to Paid Marketing:

Introduction to PPC, Types of Campaigns, PPC Campaign Setup

UNIT-II Planning and Creating Search Marketing Programs Identifying website goals, Measuring website success, Search marketing strategy and Setting up search marketing program; Choosing target market segment, Content Listing, Optimizing Content, Content Quality, Making search marketing operational.

UNIT-III Google AdWords: Keywords, Ad Groups, Ad Copy, Geo Targeting, Landing Pages, Demographic Targeting, Search Retargeting, PPC ROI Tracking, Video/Mobile PPC; Ad Groups and Keywords setup: Bidding strategies, AdRank, Quality Score Optimization, AdWords, Ad Formats. Constituents of an AdWords campaign

UNIT-IV Elements of search ad: Ad text, Display URL, Ad Extensions; Ad Extension Local extensions, Call extensions, social extensions, seller ratings, sitelinks, offer extensions, image extensions; Shopping Campaigns, Dynamic search campaigns, Display Ad Campaigns; Targeting options: Keywords and match types, Language and location targeting, Behavioral and Demographic Targeting; Bidding and ranking for search ads.

UNIT-V Planning and Settling up a search advertising campaign, Tools to grow keyword list and to determine keyword volumes, Advantages and disadvantages on search advertising; Remarketing campaigns:

Mobile Apps marketing, Video Marketing, Ad Words tools MCC Account: Ad Words Editor Tool, Conversion tracking, Ad Words certification exam

Suggested Reading:

Text book:

1. Bill Hunt and Mike Moran, Search Engine Marketing, Inc. Driving Search Traffic to Your Company's Web Site, IBM Press, 2015

Reference Book:

1. E-Marketing: The essential guide to marketing in a digital world. By Rob Stokes and the

Minds of Quirk. Published by Quirk eMarketing (Pty) Ltd

Paper: 11

TECHNOLOGY OF E-COMMERCE

Credits: 2

Objective:

Code: MBDM2211

This course aims to strengthen and wider the technical knowledge of students as they will be encouraged to research on emerging technological innovations related to the net. Students will also be

expected

architecture

to

understand

the

integration

of

distributed

database

technologies

within

the

internet

Unit I Introduction to E-Commerce and E-Business:

Meaning & Concept, E-Commerce vs. Traditional Commerce, Growing trends of e-Commerce, Growing trends of Customer intelligence

Unit II Media Convergence Business applications & Need for E-Commerce, E-Business. Basics of E-Commerce: Network and electronic transactions today

Unit III Convergence of information and communication technologies Demands for higher bandwidth and guaranteed quality of service, Mobile communications, Shift from Computers to Mobile Phones. Importance of Mobile Applications (Apps).

Unit IV The database technologies relevant to electronic commerce. Emphasis on data warehousing, Emphasis on data mining. Emphasis on intelligent agents. Perspectives on technology evolution of the Internet.

Recommended Books:

Reference Books

1. M.Mallah Web Development with Oracle Portal Prentice Hall ISBN 0130600377

2. K.Martin, G.Honda The Essential Guide to Internet Business Technology Prentice-Hall ISBN

0130428205

3. H.Newton Newton’s Telecom dictionary CMP Books ISBN 1578201047

Paper:12

ONLINE REPUTATION MANAGEMENT

Code: MBDM2212

Credits: 4

Course Objective:

The world-wide-web is an ever-growing platform. Quality websites and portals have been in discussion throughout the world for a very long time. In Online Reputation Management, we learn about various techniques to know the effectiveness of businesses online.

Course Content:

Unit I:

Why care about Online Reputation Management (ORM) Online Reputation Management (ORM): Opportunities and Trends - Relevant Global & Local ORM Success Stories

Unit II How to Listen Online for Brand Conversations Importance of Listening Online - Tools for Effective Listening: Google Alert, Tweet Deck, Hoot Suite, Radian6 - Competitive Research - Exercise: Real Time Listening

Unit III Analysing and Measuring Sentiment for a Brand Correlation between Sentiment and Business Metrics - Measuring and Analysing Sentiment for a Brand - Exercise: Real Time Analysis & Measurement

Unit IV Dealing with Negative Conversations The myth about Negative Conversations on Social Media - Importance of Acknowledgement - Effective response to negative conversations - Public vs Private resolution

Unit V Creating ORM Strategy ORM Strategy Framework: From Objectives to Measurement - Exercise: Creating & Presenting ORM Strategy

Recommended Books:

Text Books:

1. Charlie Pownall, “Managing Online Reputation: How to Protect Your Company on Social Media” Springer, 2015

2. Kevin Pho, Susan Gay, “Establishing, Managing, and Protecting Your Online Reputation: A

Social Media Guide for Physicians and Medical Practices” Greenbranch Publishing, 2013 Reference Books:

1. Anne Marie, “How to Perform Online Reputation Management - The Guide to Proactive Reputation Management, Reputation Monitoring and Crisis Management” Rank Books, 2014

2. Jesse Russell, Ronald Cohn, “Online Reputation Management” Book on Demand, 2012

Paper: 13

AFFILIATE MARKETING

Code: MBDM2213

Credits: 2

Course Objectives:

This course aims to teach the basics of affiliate marketing.

Course Content:

Unit I Introduction to affiliate marketing: Difference between referral and affiliate marketing- merchant, affiliate, network, types of affiliate websites. Partnership with affiliate networks, adsense& ad network: compensation methods, current and past issues, email spam, search engine spam, google slap, adware, trademark bidding, cookie stuffing, lack of self-regulation and industry standards.

Unit II Setting up an affiliate website: Web design and development, capturing visitor credentials, integrating social plugins, integrating third party tools, developing plugins, add-ons, apps and widgets.

Unit III Strategic planning: Locating and signing up with affiliate networks, implementing outbound tracking links, driving traffic to the website, affiliate marketing - case studies : case study - couponraja.com, distributing plugins, add-ons, apps & widgets, case study - invisible hand , selling prominent ad spaces.

Recommended Books:

Text Books:

1. Affiliate Marketing: How To Make Money And Create an Income in: Online Marketing & Internet Marketing (Blog Promotion, Niche, Passive, Affiliate Business, Online Marketing For Beginners, Affiliates) Kindle Edition. by Andy Anderson (Author)

Reference Books:

1. The Complete Guide to Affiliate Marketing on the Web: How to Use and Profit from Affiliate Marketing Programs Kindle Edition by Bruce C. Brown (Author)

Paper:14

WEB CONTENT WRITING

Code: MBDM2214

Credits: 2

Course Objective:

Art has been in place ever since knowledge was born. In the modern world, writing, i.e., ‘content’ has taken a highly significant position as it involves creativity along with technicality. Here, we learn the methods and techniques to know, practice and develop web content writing.

Course Content:

Unit I The Art of Writing Essentials of writing & storytelling - what is storytelling - why is it important - what makes a good story and a bad one - basic rules of grammar and language - understanding 'tone of voice'

Unit II Understanding the Reader & Applying Psychology To Writing The psychology of writing - basic concepts of psychology (with regards to writing) - understanding how the mind reacts to writing - how to use this knowledge to influence the reader - what readers like to read (or see/hear)

Unit III Writing For the Digital Medium How to write for digital - what makes writing for digital different - copywriting for the digital medium - Technical Writing - Creative Writing

Unit IV Different Types of Writing Writing for websites - writing for blogs (reviews/UGC etc.) - writing for social media (Facebook / twitter etc. - Writing for search engines - Web Copy writing - writing for banners/stamp ads

Unit V After You Write Proof Reading Editing Rewriting - Content based Marketing - Customer Targeting and Demographics - Content based Analytics and Quality Check

Recommended Books:

Text Books:

1. Lynda Felder, “Writing for the Web: Creating Compelling Web Content Using Words, Pictures, and Sound” New Riders, 2012

2. Nicole Fenton, Kate Kiefer Lee, “Nicely Said: Writing for the Web with Style and Purpose Voices That MatterNew Riders, 2014

Reference Books:

1. Janice Redish, Janice (Ginny) Redish, “Letting Go of the Words: Writing Web Content That Works” Elsevier, 2012