SRI BALAJI SOCIETY’S

BALAJI INSTITUTE OF MODERN

MANAGEMENT (BIMM)

“Post Graduate Diploma in Management”

(MARKETING SPECIALISATION)

(Syllabus)

SEMESTER-II
BATCH 2017-19
 BALAJI INSTITUTE OF MODERN MANAGEMENT (BIMM)
PGDM (MARKETING SPECIALISATION)
SEMESTER-II - BATCH - 2017-19

Ser. No Name of the Subject

I General Area
1 Quantitative Techniques
2 Indian History
3 Business Analysis
II Marketing Area
1 Marketing Research
2 Marketing Management - II
3 Sales & Distrubution Management
4 B2B Marketing
III Finance Area
1 Financial Management
IV HR Area
1 Human Resource Management
V Operations Area
1 Production & Operations Management
VI IT Area
1 Advanced Excel
2 SPSS
VII Foreign Language
1 French
VIII Other Area
1 Aptitude & Logical Reasoning-II
2 Business Awareness -II
 QUANTITATIVE TECHNIQUES

Objectives:

1. Management is essentially a decision making process. Every aspect of

management involves decision making and it is a continuous process. Decision making is
one of the essential traits to be a successful manager.
2. This course on Quantitative Techniques provides a set of scientific techniques
which help to reduce the decision making process to a more analytical and a more
objective process. Quantitative techniques can be applied in every functional area, be it
marketing, finance, HRM, operations or any other.

CONTENTS:

1. Decision Theory (9 Hours)

(a) Steps of Decision Making Process (1 Hours)
(b) Types of Decision making environments (0.5 Hours)
(c) Decision Making under Uncertainty (2.5 Hours)
(d) Decision Making under Risk (2.5 Hours)
(e) Decision Tree (2.5 Hours)
Learning objective:- The success or failure that an individual or organization
experiences, depends to a large extent on the ability of making appropriate decisions.
Making of a decision requires an enumeration of feasible and visible alternatives (courses
of action), the projection of consequences associated with different alternatives and a
measure of effectiveness to identify the best alternative used. Decision theory provides an
analytical and systematic approach to depict the expected result of a situation when
alternative managerial actions and outcomes are compared
2. Games and Strategies (9 Hours)
(a) Two person zero sum games – Formulation – Word problems
(4 Hours)
(b) The maximin – minimax principle (1 Hour)

(c) Mixed strategies (For 2x2 & 3x3 games) (2.5 Hours)

(d) Dominance property (Row wise and Column wise) (1.5 Hour)
Learning objective: - In business and economics literature, the term ‘game’ refers to a
situation of conflict and competition in which two or more competitors are involved in
decision making in anticipation of certain outcomes over a period of time.

ASSIGNMENT-I

CLASS TEST -I: (20 Marks): (This Will Cover Topics 1 to 2 of the syllabus)

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3. Linear Programming: (9 Hours)

(a) Formulation of the Problem (for any no of variables) (4.5 Hours)

(b) Graphical solution (both ≤ and ≥ type) for two variables only
(4.5 Hours)
Learning objective: - Linear programming is a mathematical modeling technique useful
for the allocation of scarce resources such as labour, material, machine, time, warehouse
space, etc. to several competing activities such as products, services, jobs, new
equipment, projects, etc. on the basis of a given criterion of optimality.

4. Assignment Problems (6 Hours)

(a) Hungarian Method of solving assignment problems (0.5 Hours)

(b) Minimization (Balanced and Unbalanced) Problems (2 Hours)

(c) Maximization (Balanced & Unbalanced) Problems (3 Hours)

(d) Alternate (Multiple) Optimum solutions (0.5 Hours)

Learning objective: - In assignment problems the objective is to assign a number of

resources to an equal number of activities so as to minimize the total cost or maximize
total profit of allocation.

ASSIGNMENT-II

5. Transportation Problem (4 Hours)

(a) Introduction- Nature of the problem (Balanced Matrix only)

(0.5 Hour)
(b) Developing Initial Basic feasible Solution (for both cost and profit matrix)
by:-
(i) The Northwest Corner Rule (NWCR) (1 Hour)
(ii) Least Cost Method (Matrix Minima Method) (1 Hour)
(iii) Vogel’s Approximation Method (VAM) (1.5 Hours)
Learning objective: - Transportation problems are encountered in physical distribution
of goods and services from several supply centers to several demand centers. Source of
supply availability of material or commodity for distribution, the requirement of demand
at a particular place or destination or at number of destinations are some of the
parameters involved in the problem. The objective is to minimize the cost associated with
such transportation from place of supply to places of demand within the given constraints
of availability and level of demand.
CLASS TEST -II: (20 Marks): (This Will Cover Topics 1 to 5 of the syllabus)

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6. Queuing Theory (3 Hours)

(a) Characteristics of queuing system (0.5 Hours)

(b) Poisson process and Exponential Distribution Single-channel queuing

model with Poisson arrivals and exponential service time. (Only single server,
single channel model.) (2.5 Hours)

Learning objective: - As the society builds up and becomes independent for various
purposes, the queues or the waiting lines increase more and more. Queuing theory is the
prediction of the behavior of the system in terms of its measures of performance.

ASSIGNMENT-III

7. Network Analysis (8 Hours)

(a) Concept of Project (0.5 Hour)

(b) Construction of network using “Activity on Arrow” method &

Calculation of the Duration of the project (4.5 Hours)

(c) Critical Path Method (Graphical) (1 Hour)

(d) The critical path method (Mathematical) – by calculation of “floats”
(Free, Interference & Total) (2 Hours)

Learning objective: The techniques of operations research used for planning, scheduling
and controlling large and complex projects are often referred as network analysis. All
these techniques are based on the representation of the project as a network of activities.

ASSIGNMENT-IV
TOTAL (48 Hours)
Text Book:

1. Quantitative Techniques in Management, N.D. Vohra; Latest Edition - McGraw

Hill Ltd.

Reference Books:

1. Operations Research Problem & Soluation – J.K.Sharma, Macmillan India Ltd.

2. Operations Research – V.K. Kapoor (Sultan Chand & Co., New Delhi)

3. Operations Research (Revised Edition) – Prem Kumar Gupta & Dr. D.S.Hira

4. Management Science – Anderson, Sweeney Williams (Cengage)

5. Introduction to Operations Research (9 e) – Hillier, Libermann, Nag & Basu
(Tata McGraw Hill Ltd.)

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 INDIAN HISTORY

Objectives

1. To provide an overview of political and cultural developments since ancient period that
shaped the history of India

2. To develop in the students the inter-linkages about History subject and make them aware
about our past culture and scripts

Contents:

I. EARLY PERIOD

1. Sources of Ancient Indian History (1.5 Hours)

(a) Text source (Buddhist text, Jain etc.)

(b) From excavation and rock script painting etc

Learning Objective: - The students are expected to understand the various important and
reliable sources on which the Indian History stands.
.
2. Pre- history and Proto- history Civilization (1.5 Hours)

(a) Periodization, Paleolithic, Mesolithic, Neolithic and Chalcolithic culture

(b) The Iron Age

Learning Objective:-To understand the human, social, cultural and scientific developments
that took place in this phase

3. Indus valley Civilization and the Vedic age (1.5 Hours)

(a) Harrapa and Mohenjodaro urban system

(b) The Political, Social and Religious system prevailing and the Revenue
System of this age

(c) Comparing Indus Civilization and Vedic culture

Learning Objective: - The students would understand the first urban town system and its
architecture that was prevailing. Besides, students will know the social, economical and
political conditions which prevailed at that time.

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4. Formation of States in India and Urbanization from Mahajanapadas to
MauryanDyanasty (3 Hours)

(a) The Constitution of State - Mahajanpadas

(b) The Mauryan Empire, its Administrative system and Causes of its decline

(c) Rise of Buddhism and Jainism

(d) Rise of Gupta Dynasty and its disintegration

Learning Objective: - The students would learn how the State Constitution started in India and
how the emergence of king’s rule was establish in India

ASSIGNMENT-I

II. MEDIEVAL PERIOD

5. Different Arab Invasions& Establishment of Mughal rule in India (3 Hours)

(a) Islamic History

(b) Muhmud Ghazni Invasion – The Ghaznavids

(c) Muhammad Ghazni’s Invasion – Ghorian Invasions

(d) Delhi Sultanate

Learning Objective: - To understand the conflict between various dynasties and their interest
in setting up the political rule in India.

6. Different dynasties ruling in Medieval period (3 Hours)

(a) Khalji Dynasty

(b) The Tughlaq Dynasty

(c) Vijaynagar Empire in South

Learning Objective - To make students understand the development of various cultures and
Indian Arts and Architecture.

CLASS TEST -1 (20 Marks): (Covering from Unit No. 1 to 6 of the syllabus)

7. Establishment of Mughal rule in India, its consolidation & development of

Arts & Culture during Medieval period (3 Hours)

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 (a) Babar, Humayun, Akbar, Jahangir, Shahjahan and Aurangzeb

(b) Religious beliefs-the Sufi Movement (Various famous Sufi Saints), Bhakti
Movement (Various famous saints and gurus)

Learning Objective: - To understand the Political Conflict that prevailed during this period and
finally how Mughal gave the political stability to India.

8. The Later Mughals & Disintegration of Mughal Empire (1.5 Hours)

(a) Causes leading to downfall & disintegration of Mughal Empire

(b) Art & Architecture & Culture under Mughals

Learning Objective: - To understand the nature of political system present and interest of
conflict between them.

ASSIGNMENT-II

III. MODERN PERIOD

9. Advent of Europeans in India and Establishment of British rule over India

(3 Hours)
(a) Advent of Europeans like the Portugese, the Dutch, the French & the
British and the impact of European trade

(b) The Battle of Plassey and the gradual conquer of India by British

(c) Revolt of 1857 and its political, social, and economical impact.
.
Learning Objective: To make the students understand that India experienced the change in the
Political reign that gradually transfer India into sovereign Country to a British Colony.

10. Formation of Congress & Phase of Moderates (A.D. 1885-1905) (1.5 Hours)

(a) Formation of various political associations for freedom struggle that

culminated into formation of INC in 1885.

(b) Critical appraisal and achievements of INC through use of passive resistance
methods such as boycott of goods, education, Swadeshi movement etc.

Learning Objective: To make students understand the exploitative character of British Rule
and start of Struggle for freedom through congress formation.

ASSIGNMENT-III

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11. Modern History: Phase of Extremists (A.D1905-1914) (1.5 Hours)

(a) The rise of Neo-Nationalism or the Extremism and causes of rise.

(b) Partition of Bengal – 1905 A.D.

(c) Formation of All India Muslim League 1906 A.D.

(d) Morley-Minto Reforms

(e) Home Rule League – 1914 A.D.

Learning Objective: Students can understand how nature of struggle changed from ways of
Moderates (through petition) to mass struggle methods of Extremists.

CLASS TEST -2 (20 Marks): (Covering from Unit No. 1 to 11 of the syllabus)

12. Modern History: World War I and emergence of Gandhi on National

Scenario (3 Hours)

(a) World War I & its impact on India – 1914 A.D.

(b) Gandhi arrival in India and his movements – 1915 A.D.

(c) Lucknow Pact between Congress and Muslim League – 1916 A.D

(d) Montegue Chemsford Reforms

(e) Gandhi Satyagrahas – 1917to 1918 A.D.

(f) The Jallianwalabagh massacre 1919 A.D.

(g) Khilafat Movement – 1919 to 1923 A.D.

(h) Non- Cooperation Movement – 1920 to1922 A.D. and its withdrawal

Learning Objective: Students can understand that the political reforms started in India and
Gandhiji’s Satyagraha and Non-violence techniques attracted masses for freedom struggle.

13. Modern History (3 Hours)

(a) Appointment of Simon commission and Anti- Simon commission agitations –

1927 -1929 A.D.

(b) The Civil Disobedience Movement 1930 – 1931 A.D.

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 (c) First Round Table conference -1930 A.D.

(d) Gandhi Irwin Pact -1931 A.D.

(e) Second Round Table conference- 1931 A.D.

(f) Ramsay Macdonald Communal Award and the Second Phase of Civil
Disobedience Movement 1932-1934 A.D.

14. Modern History: Post 1935 A.D (1.5 Hours)

(a) Cripps Mission and Proposal – 1942 A.D.

(b) Quit India Movement – 1942 A.D.

(c) Mountbatten Partition Plan – 1947

(d) Pact of India & Integration of Princely States

Learning Objective: Students can understand how mass movement under Gandhiji lead to
India’s Independence.

ASSIGNMENT-IV

15. Modern History: History of India Post Independence period Nehru Era (1.5 Hours)

(a) Non Alignment Movement

(b) Panchasheel Pact

(c) Planning and State controlled industrialization.

16. Modern History: History of India Post Independence Period (1.5 Hours)

(a) Sino – Indian relations, Border Conflict with China & Chinese Aggression in
1962 A.D.

(b) War with Pakistan – 1965 A.D.

(c) War with Pakistan i.e. Liberation of Bangladesh – 1971 A.D.

Learning Objective: Students will understand the various phases that Indian political system
has experienced during this period

TOTAL (34.5 HOURS)

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Text Book:

1. Indian History by Anuja Parekh -Himalaya Publishing House Pvt. Ltd

Reference Books
1. Brief History of Modern India, Rajiv Iyar, 20th Ed – Spectrum Publication

2. Indian History & Indian National Movement- Arihant

3. History of India – by Agnihotri
4. India’s Struggle for Independence by Bipin Chandra

5. History of Ancient India – XI standard NCERT text book

6. History of Medieval India – XII standard NCERT text book

Page 6 of 8
 INDIAN HISTORY
ASSIGNMENTS

ASSIGNMENT 1:

Directions:
(a) Marks allotted for this assignment are 20.
(b) It should be submitted within 02 days after the completion of Units 1-4 of syllabus.

Q1:
(a) Discuss in detail the major ‘Sources of‘Ancient Indian History’.

(b) Explain main characteristics of ‘Indus Valley Civilisation’, what were the
reasons that led to the ultimate disapperance of the civilization and bring out its major
points of difference with Vedic culture.

Q2:
(a) State and discuss the highlighted features of ‘Chal-colithic and Neolithic’ culture
along with its limitations, if any, and its significance.

(b) Comment ‘Mauryan Administration’ was well planned and effectively

organized.

ASSIGNMENT 2:

Directions:
(a) Marks allotted for this assignment are 20.
(b) It should be submitted within 02 days after the completion of Units 5-8 of syllabus.

Q1:
(a) Explain the Economic, Political Life and the social life under the Muslim
Empire.

(b) Give an account of various measures adopted by ‘Muhammad Bin Tughlaq’. Did
he succeed in his endeavors? Comment

Q2.
(a) Write notes on the Bhakti and Sufi Movements.

(b) Analyse and discuss in detail the major causes that led to the Downfall and final
Disintegration of the mighty Mughal Empire.

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ASSIGNMENT 3:

Directions:
(a) Marks allotted for this assignment are 20.
(b) It should be submitted within 02 days after the completion of Units 9-10 of syllabus.

Q1:
(a) Write Note on Battle of Plassey and Battle of Buxar and discuss its importance.

(b) Critically analyse the ‘Revolt of 1857’ and highlight its nature, causes and the
political, social and economic impact it had with reference to Indian scenario.
Q2:

(a) Write a detailed note on the formation of various Political Associations with
special reference to associations in Bengal, Bombay and Madras.

(b) Comment on the Aims, Objectives, Demands and Methods of political work of
moderates during 1885 to 1905 A.D. How far the Indian National Congress was
successful in achieving the same?

ASSIGNMENT 4:

Directions:
(a) Marks allotted for this assignment are 20.
(b) It should be submitted within 02 days after the completion of Units 11-14 of syllabus.

Q1:

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 BUSINESS ANALYSIS

Objective(s):

1. To understand and learn major aspects of BA and BI

2. To discuss various concepts, tools & techniques for Data warehouse and Datamining.
(How OLTP differs from OLAP)

3. To discuss various issues related to data pre-processing or data quality

4. To understand the importance of Visualization

5. To understand the future trend for BA/BI – how it relates to their future placement as
business analyst

Pedagogy:

(a) Lectures supported by examples, class workout

(b) Assignments on various Operations concepts

CONTENTS:

1. What is BI and importance of Technology (5 Hours)

(a) What is BI (2 Hours)

(i) What is Business Analysis (BA)?

(ii) How does it fit into the Organizational structure?

(b) Importance to Business (1.5 Hours)

(i) Roles & Responsibilities of a Business Analyst

(ii) Skills required for a Business Analyst

(iii) Evolving role of Business Analyst

(c) How systems can help (1.5 Hours)

Learning outcome: What is BI?

Evaluation Criteria: Understanding of BI concept and technique – Jiawei Han, Micheline

Kimber and Jian Pei

Methodology: (a) Classroom session, (b) Group discussion (C) presentation

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2. Types of Digital Data (3 Hours)

(a) Introduction (0.5 Hour)

(b) Getting to Know Structured Data (0.5 Hour)

(c) Getting to Know Unstructured Data (0.5 Hour)

(d) Getting to Know Semi-Structured Data (0.5 Hour)

(e) Difference between Semi-Structured and Structured Data (0.5 Hour)

(f) XML: Semi-Structured Data Management (0.5 Hour)

I. BUSINESS ANALYSIS APPLICATIONS (5 HOURS)

(a) Statistical derivations and business insight from Big Data

(b) Statistical plots and graphical visualization

USING STATISTICS FOR PREDICTIVE MODELLING
II. FORECASTING METHODS AND TECHNIQUES (7 HOURS)

Learning outcome: Understanding of various aspect of data

Evaluation Criteria: How and where to use various aspects to ensure right result

Methodology: (a) Classroom session, (b) Group discussion, (c) Team presentation

ASSIGNMENT-I

3. Introduction to OLTP and OLAP (3 Hours)

(a) OLTP (On Line Transaction Processing) (0.5 Hour)

(b) OLAP (On-Line Analytical Processing) (0.5 Hour)

(c) OLTP vs OLAP (0.5 Hour)

(d) One/Two/Three Dimensional Data (0.5 Hour)

(e) OLAP Architectures - MOLAP / ROLAP / HOLAP (0.5 Hour)

(f) OLAP Operations - Slice / Dice / Roll Up / Drill Down / Pivot (0.5 Hour)

Learning outcome: Understanding of concept and how to apply it in real life

Evaluation Criteria: Practical application of the concepts

Methodology: (a) Classroom session, (b) Group discussion, (c) Team presentation

CLASS TEST-I (20 Marks): (It covers from Topics no 1 to 3 of the syllabus)
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4. Data visualization (5 Hours)

(a) Importance (2 Hours)

(i) Pivot Table in Excel for Data aggregation

(b) How business is using it (2 Hours)

(i) Different Excel charts like Bar, Column, Scatter, Line charts etc.

(c) New techniques (1 Hours)

(i) Introduction to Tableau

III. DATA VISUALIZATION TECHNIQUES IN EXCEL (5 HOURS)

(a) Data cubes, 3 D curves, etc.

Learning outcome: Understanding the importance of visualization and how to do it better

Evaluation Criteria: Understanding how to visualize in different business scenario

Methodology: (a) Classroom session, (b) Group discussion/team presentation

ASSIGNMENT-II

5. Data ware house (5.5 Hours)

(a) Definition and Need for Data Warehouse (0.5 Hours)

(b) Data Mart and ODS (1 Hour)

(c) Ralph Kimball vs. WH. Inmon Approach (1 Hour)

(d) Need and Advantage: for Data Integration (0.5 Hour)

(e) ETL (Extract, Transform, Load) (1 Hour)

(f) Data Quality (0.5 Hour)

(g) Metrics and KPIs (1 Hour)

Learning outcome: Understanding what is Data ware house

Evaluation Criteria: How and when to use data ware house and understand the technology
behind it

Methodology: (a) Classroom session, (b) Group discussion/presentation

ASSIGNMENT-III

CLASS TEST-I (20 Marks): (It covers from topics no 1 to 5 of the syllabus)
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6. Multidimensional Data Modeling (5.5 Hours)

(a) Data Modeling Basics (0.5 Hours)

(b) Types of Data Model (0.5 Hour)

(c) Data Modeling Techniques (0.5 Hour)

(d) Fact Table (1 Hour)

(e) Dimension Table (1 Hour)

(f) Types of Dimension (0.5 Hour)

(g) Dimensional Models - Star / Snowflake / Constellation (1 Hour)

(h) Requirements Gathering (0.5 Hour)

Learning outcome: Understanding what is Dimensional Data Modeling

Evaluation Criteria: How to design dimensional model using Fact and Dimension tables

Methodology: (a) Classroom session, (b) Group discussion, (c) Team presentation

7. Application of Analytics (3 Hours)

(a) Analytics in Industries (Telecom / Retail / Healthcare) (1 Hour)

(b) Social Media Analytics (0.5 Hour)

(c) Case Study (0.5 Hour)

(d) What is Cloud Computing? Why Cloud Computing? (1 Hour)

Learning outcome: Importance of analytics in various industries

Evaluation Criteria: Discuss case study of analytics in the industry

Methodology: (a) Classroom session, (b) Group discussion

ASSIGNMENT-IV
(30 Hours)

BUSINESS ANALYSIS APPLICATIONS (17 HOURS)

TOTAL (47 Hours)

Text Book:

1. Fundamentals of Business Analytics – R N Prasad and Seema Acharya

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Reference Book:

1. Understanding of BI concept and technique – Jiawei Han, Micheline Kimber and Jian
Pei

2. Business Analysis for Dummies – Kate McGoey, Kupe Kupersmith, and Paul Mulvey

3. Business Analysis for Business Intelligence - Bert Brijs, 2012

Software Pre-requisite:

SPSS, Microsoft Excel: Software must be available for use by students….

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 MARKETING RESEARCH

Objective:

By the end of the course, students should be able to use techniques of business and marketing
research to solve marketing problems and make their research data more meaningful - including
Questionnaire Design, Sampling, Data Collection and its Interpretation, Hypothesis Testing,
Decision Making, Report Writing and Data Presentation. This subject is divided into two parts
mainly – Basic Marketing research and Advanced Marketing Research.

Basic Research Methods mainly deals with qualitative and quantitative foundational concepts in
marketing research. It covered understanding the client’s business problem, identifying the
relevant strategy point, defining the information need, formulating research objectives, framing
the null hypothesis, delineating the research plan, performing exploratory research, selecting
appropriate research design and preparing the questionnaire for a survey. Whereas Advanced
would deal with an overview of correlation, Cross-tabs, Basics of Factor, Discriminant and
Conjoint Analysis, etc. – mainly use of statistical tools via SPSS to make data more meaningful.

Pedagogy:

Instructor led power-point presentation-aided lectures with class participation would enable
learning of the techniques. Students should become well versed with using marketing research to
solve marketing problems at the end of semester. Extensive usage of SPSS package is
recommended in the computer lab which will enable students to get a hands-on experience in
using the package for effective analysis of market information for the purpose of correct
management decisions in Marketing.

CONTENTS:

1. Introduction (3 Hours)

(a) Marketing Research: Scope and importance (0.5 Hours)

(b) Marketing Research Process (0.5 Hours)

(c) The Market Research Industry & Careers (1 Hour)

(d) Overview of Ethics in MR (1 Hour)

Learning Objectives: To understand the importance of MR in marketing decisions and the steps
in conducting Research

2. Defining the Problem (3 Hours)

(a) Problem Definition Process (1 Hour)

(b) Role of Analytics and Hypothesis (1 Hour)

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 (c) Hypothesis Framing, Problem Definition and Research Question (1 Hour)

Learning Objectives: To understand the concepts of Management problem, Research problem

and imbibe the skills of making research problems

ASSIGNMENT-I

3. Research Design (2 Hours)

(a) Basic Research Designs (0.5 Hours)

(b) Primary vs Secondary Data (0.5 Hours)

(c) Secondary Data Classification, Evaluation and Types (0.5 Hours)

(d) Syndicated Data and its Role

(e) Syndicated Services for Customer and Institutional Data (0.5 Hours)

(f) MR and Social Media

Learning Objectives: To understand the basic difference between primary and secondary data
and the two research designs available for conducting of research

4. Qualitative Research (2.5 Hours)

(a) Qualitative v/s Quantitative (0.5 Hours)

(b) Qualitative Research procedures (0.5 Hours)

(c) Focus Groups and its Interviews (0.5 Hours)

(d) Projective Techniques (0.5 Hours)

(e) Mystery Shopping and innovative Methods (0.5 Hours)

Learning Objectives: Clarify the roles of qualitative methods in research and its methods

5. Survey and Observation (2.5 Hours)

(a) Survey Methods (0.5 Hours)

(b) Offline and Online Survey Methods (0.5 Hours)

(c) CAPI and CATI (0.5 Hours)

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 (d) Response Rates (0.5 Hours)

(e) Observation Methods (0.5 Hours)

Learning Objectives: To learn different methods of primary data collection

ASSIGNMENT-II

6. Experimentation & Causal Research (3 Hours)

(a) Causality Concepts (0.5 Hours)

(b) Experimentation (0.5 Hours)

(c) Concept of Validity (0.5 Hours)

(d) Internal vs External Validity (0.5 Hours)

(e) Experimental Designs (1 Hour)

Learning Objectives: To study the concept of causality and areas of application for
causal/experimental designs

CLASS TEST-I: (20 Marks): (It covers from topic 1 to 6 of the syllabus)

7. Measurement & Scaling (3 Hours)

(a) Scales of Measurement – Nominal, Ordinal, Interval & ratio (0.5 Hours)

(b) Comparative Scaling Techniques – Paired, rank, Constant Sum (0.5 Hours)

(c) Non-Comparative Scaling Techniques – Likert, Semantic Differential, Stapel

(1 Hour)
(d) Reliability & validity (1 Hour)

Learning Objectives: To understand the concept of measurement in research, its tools and
procedures of scale development

8. Questionnaire & Form Design (5 Hours)

(a) Objectives of a Questionnaire (1 Hour)

(b) Questionnaire Design process (1 Hour)

(c) Questionnaire Content, Wording, Order, Layout and Sequence (1 Hour)

(d) Software for Questionnaire Designs (1 Hour)

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 (e) Observational Forms (1 Hour)

Learning Objectives: To imbibe the process of questionnaire development and practice the
skill sets for developing of questionnaires

ASSIGNMENT-III

9. Sampling Design & Procedures (3 Hours)

(a) Sample vs Census (0.5 Hours)

(b) Sampling Design Process (0.5 Hours)

(c) Sampling Techniques (0.5 Hours)

(d) Non-Probability Sampling (0.5 Hours)

(e) Probability Sampling (0.5 Hours)

(f) Internet Sampling (0.5 Hours)

Learning Objectives: To learn the meaning of sampling, its importance in research and its
design

RESEARCH PROJECT-1

10. Research Proposal (6 Hours)

(a) Research Proposal Format (3 Hours)

(b) Practice of making Research Proposal (3 Hours)

Learning Objectives: To study the procedure, steps in making of a research procedure which
will help students in their internships

CLASS TEST-II: (20 Marks): (It covers from topic No 1 to 10 of the syllabus)

11. Data Analysis (9 Hours)

(a) SPSS data entry (1.5 Hours)

(b) One Way Two way ANOVA (1.5 Hours)

(c) Correlation (1 Hour)

(d) Regression (1 Hour)

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 (e) Cross-Tabulations (1 Hour)

(f) Overview - Factor analysis (1 Hour)

(g) Overview – Discriminant Analysis (1 Hour)

(h) Overview – Conjoint Analysis (1 Hour)

Learning Objectives: To understand the data analysis methods using software package of SPSS
which will help students to utilize the knowledge for data analysis during internship

ASSIGNMENT-IV

12. Data Collection, Analysis & Reporting (3 Hours)

(a) Field Work & Data Collection (0.5 Hours)

(b) Data Preparation Process – Editing, Coding, Cleaning (1 Hour)

(c) Report format (0.5 Hours)

(d) Data Interpretation and Presentation (1 Hour)

Learning Objectives: To understand the process of writing professional Marketing Research

reports, dos and don’ts of reporting
Total (45 Hours)
Text Book:
1. Essentials of Marketing Research: A hands on orientation; Naresh Malhotra, Pearson

Reference books:
1. “Marketing Research: Text and Cases”; Author: Rajendra Nargundkar; Publisher: Tata
McGraw Hill; Edition: 2nd Edition (ISBN 0-07-052805-5) or later
2. Essentials of Marketing Research; Author: Silver R., Stevens R., Wrenn B. & Loudon D.,
rd
3 edition, Routledge
3. Marketing research: Tools & techniques; Author: Nigel Bradley; 2nd edition; Oxford-
Indian edition

4. Marketing Research; Author: G.C. Beri; 5e, McGraw Hill Education

5. Research method for Business Students; Authors: Saunders, Lewis & Thornhill; FT
Prentice Hall

Software Pre-requisite:
SPSS, PASW, Microsoft Excel: Software must be available for use by students.

Page 5 of 5
 MARKETING MANAGEMENT- II

Course Objective:
Enable the students to understand and appreciate the depth of the marketing concepts covered
during semester I and to build a platform for application based learning in the course.

CONTENT:

1. Revisiting Segmentation –Targeting –Positioning (2 Hours)

(a) Segmentation and Targeting

(Revision of segmentation criteria and Targeting strategies) (1 Hour)

(b) Socio-economic classification SEC (0.5 Hours)

(c) Positioning and its importance (0.5 Hours)

Learning Objectives: To fortify MM I learning and create a platform for application based
approach

CASE STUDY PRESENTATION:-1

2. Brand Building (3 Hours)

(a) Importance of branding (1 Hour)

(b) Brand Resonance Model (2 Hours)

Learning Objectives: Understand the Role of Branding and Brand equity

CASE STUDY PRESENTATION:-2

ASSIGNMENT-I

3. Services Marketing (4 Hours)

(a) Services Marketing and its unique features, Implications of unique features.
(1.5 Hours)
(b) Extended marketing mix variables (1 Hour)
(c) Gaps Model to identify service quality gaps (1.5 Hours)

Learning Objectives: Understand the unique features of Services and their marketing
implications
CASE STUDY PRESENTATION:-3

Page 1 of 4
4. Designing Global Market Offerings (3 Hours)

(a) Competing on a Global basis, deciding whether to go abroad, deciding which

markets to enter and how to enter. (1.5 Hours)

(b) Deciding on the marketing mix Program (4Ps) (1.5 Hours)

Learning Objectives: To understand the pros and cons of marketing on Global basis, its
necessity and different ways to enter. The impact of changing consumer tastes on offerings on a
global level.

CASE STUDY PRESENTATION:-4

ASSIGNMENT-II

CLASS TEST – I (20 Marks): (It covers from unit no 1 to 4 of the syllabus)

5. Rural Marketing Insights (6 Hours)

(a) Attractiveness of rural markets (consumption-surge, rising incomes, rural market

size), Difference between rural and urban consumers, Rural buying behaviour
(1.5 Hours)
(b) Inadequacies in rural infrastructure, and rural markets segmentation,
(1.5 Hours)

(c) Marketing strategies in rural markets (Product, Pricing, Physical distribution,

Channel management) (3 Hours)

CASE STUDY PRESENTATION:-5

6. Introduction to the World of Retailing (3 Hours)

(a) Retailing –functions –organized Vs. unorganized retail (1.5 Hours)

(b) Types of retailers

(1.5 Hours)
(c) Impact of FDI in retail

Learning Objectives: Discussion: Discuss at least five organized retailers in the classroom

CASE STUDY PRESENTATION:-6

ASSIGNMENT-III

Page 2 of 4
7. Creating customer value, satisfaction and loyalty (3 Hours)

(a) Understand the concept of customer loyalty and lifetime value, Calculation of
Customer Lifetime Value (2 Hours)

(b) Relationship Marketing and CRM (1 Hour)

Learning Objectives: To understand and apply the concept of customer lifetime value.

CLASS TEST – II (20 Marks): (It covers from unit no 1 to 7 of the syllabus.)

CASE STUDY PRESENTATION:-7

8. Marketing Plan (3 Hours)

(a) Contents and preparation of marketing plan using a hypothetical

situation (3 Hours)

Learning Objectives: Learn the contents and way of a proposal presentation.

CASE STUDY PRESENTATION:-8

ASSIGNMENT-IV

9. Building Competitive Advantage (3 Hours)

(a) Requisite for delivering superior value, Nature and significance of competitive
advantage. (1 Hour)

(b) Sources of Competitive advantage: Focus, Differentiation and cost leadership

(2 Hours)

Learning Objectives: To understand the importance and relevance of building competitive

advantage and relate that with market.

CASE STUDY PRESENTATION:-9

TOTAL (30 Hours)
Textbook:

1. Marketing Management 15th Edition Philip Kotler, Kevin Lane Keller, Publisher: Pearson

Page 3 of 4
Reference book:

1. V.S Ramaswamy and Namakumari,Marketing Management,5th Edition, Mc Graw Hill

2. Basic Marketing-A Global Managerial Approach - William D Perreault, E Jerome Mc

Carthy, Basic, 15th Edition, Tata McGraw Hill, New Delhi

3. Marketing Management - Ramaswamy and Namakumari, Macmillan House, New Delhi

4. Marketing Management - Arun Kumar, N Meenakshi; Vikas Publishing, New Delhi

5. Marketing Management 3rd Edition - Rajan Saxena, Tata McGraw Hill, New Delhi

6. Marketing Management - Michael Etzel, Bruce Walker, William Stanton, Ajay Pandit

Page 4 of 4
 SALES & DISTRIBUTION MANAGEMENT

Objective:

1. To ensure the students of Marketing Specialisation, appreciate and understand the

principles and practices of Selling, Managing the sales force and Distribution

2. On successfully completing the course the student would be able to understand the Sales
Organization structure, the role of sales management in a business enterprise and appreciate the
strategic importance of Distribution channels.

Contents:

1. Introduction to Sales Management (3 Hours)

(a) Nature & importance of Sales man (1 Hour)

(b) Emerging trends in Sales Management & Sales as a career (1 Hour)

(c) Types of sales management positions & role and skills of a sales manager.
(1 Hour)
Learning Objective: Understand the nature, importance, role, skills and trends in sales
management also understand the importance of the sales function in the current and future
business scenario.
CASE STUDY PRESENTATION:-1
2. Personal Selling (6 Hours)

(a) Dyadic interaction & buying decision process, Transactional, Relationship &Value
added selling (1.5 Hours)

(b) Sales process (1.5 Hours)

(c) Class room group exercise in selling (3 Hours)

Learning Objective: Understand the psychology of selling and learn the art and techniques of
questioning, presentation, listening, and negotiating.

ASSIGNMENT-I

CASE STUDY PRESENTATION:-2

3. Organizing and Staffing the Sales Force (3 Hours)

(a) Purpose of an organization & types of organisations (1.5 Hours)

(b) Size of the sales Force& staffing the sales force (1.5 Hours)

CASE STUDY PRESENTATION:-3

Page 1 of 4
4. Planning, Sales Forecasting and Budgeting (3 Hours)
(a) Role of Planning in sales & marketing (1 Hour)
(b) Forecasting approaches & methods (1 Hour)
(c) Sales budgets (1 Hour)

Learning Objective: Understand the Planning process and learn some techniques of forecasting
and Budgeting.

CASE STUDY PRESENTATION:-4

CLASS TEST - I: (20 Marks): It covers from Chapter No. 1 to 4 from the syllabus.

5. Management of Sales Territories and Quotas (3 Hours)

(a) Defining and designing sales territories (1 Hour)

(b) Journey plans, Routing (0.5 Hour)

(c) Time management for sales professionals (0.5 Hour)

(d) Sales Quota (1 Hour)

Learning Objective: Understand the concepts of Sales Territories and Sales Quotas

CASE STUDY PRESENTATION:-5

ASSIGNMENT-II

6. Training, Motivating, Compensating and Leading the Sales Force (1.5 Hours)

(a) Managing the Sales Training Process

(b) Motivating the Sales Force

(c) Leading the sales force

Learning Objective: How to assess training needs; Steps in designing training programmes;
Meaning and importance of motivation with respect to sales function.

7. Controlling the Sales Force (1.5 Hours)

(a) Performance evaluation of sales persons

(b) Ethical, Social and Legal responsibilities of sales persons

Learning Objective: Understand how to develop a comprehensive model for evaluating and
controlling the performance of Sales persons

CASE STUDY PRESENTATION:-6

Page 2 of 4
8. Distribution Management and Marketing mix (3 Hours)

Learning Objective: Understand how distribution channels add value to the marketing mix.

9. Marketing Channels (3 Hours)

(a) Channel formats (1 Hour)

(b) Channel Levels & Flows (1 Hour)

(c) Channel systems (1 Hour)

Learning Objective: To understand the functions of channels and the various channel systems.

CASE STUDY PRESENTATION:-7

ASSIGNMENT-III

10. Retailing (3 Hours)

(a) Retail theories (1 Hour)

(b) Retail Formats (1 Hour)

(c) Retail Scenario in India &globally (0.5 Hours)

(d) Retail strategies (0.5 Hours)

Learning Objective: Get a comprehensive overview of the institution of Retailing.

CASE STUDY PRESENTATION:-8

CLASS TEST - II: (20 Marks): It covers from Chapter No. 1 to 10 from the syllabus.

11. Wholesaling (3 Hours)

(a) Definition, Functions and Classification (1 Hour)

(b) Distributors/Dealers/Stockist (1 Hour)

(c) Future of Wholesaling (1 Hour)

Learning Objective: Overview of the Wholesaling Institution

CASE STUDY PRESENTATION:-9

12. Channel Design (3 Hours)

(a) Channel structure & its variables (1 Hour)

(b) Channel alternatives (1 Hour)

Page 3 of 4
 (c) Channel selection and appointment (1 Hour)

Learning Objective: Understand the significance and complexities of setting up a distribution

channel.

ASSIGNMENT-IV

13. Channel Management (3 Hours)

(a) Principles of Channel management (1 Hour)

(b) Channel policies (1 Hour)

(c) Channel Power (0.5 Hours)

(d) Channel conflict (0.5 Hours)

Learning Objective: Understand the critical nature of channel management and the techniques of
channel management.

CASE STUDY PRESENTATION:-10

14. Introduction to Logistics & Distribution (1.5 Hours)

TOTAL (40.5 Hours)

Text Book:

1. Sales and Distribution Management Havaldar & Cavale, Mcgraw Hill publication
Latest Edition.

Reference Books:

1. Sales and Distribution Management Text and Cases - Edition 2/e by Krishna Havaldar and
Vasant M Cavale-McGraw Hill Publication

2. Sales Management by Pradip Mallik -Oxford University Press, 1st Edition

3. Sales Management by Still, Cundiff & Govani- Pearson Education- 5th Edition
4. Sales and Distribution Management by Panda & Sahadev-Oxford University Press- 2nd
Edition.

5. Sales and Distribution Management by Dr.SLGupta- Excel Books-1st Edition

6. Dalrymple’s Sales Management by Cron & DeCarlo- John Wiley India-9th Edition

Page 4 of 4
 B2B MARKETING

Objectives:

1. To recognize B2B (Industrial) Marketing discipline as distinct from Consumer

Marketing discipline

2. To understand organizational buying behavior

3. To learn marketing mix (4 P’s) with reference to industrial products and services

4. To appreciate the importance of personal selling, relationship marketing and key

account management in the context of business customers

Contents:

1. Introduction to Business Marketing (3 Hours)

(a) B2B definition

(b) Classification of business products- Foundation, entering & facilitating

(c) Type of business customers, Commercial. Government & institutional

(d) Differences between consumer and business marketing

(a) Market structure difference

(b) Marketing Approach difference

Learning Objective: B2B # B2C Students will learn the difference between business
marketing and consumer marketing.

CASE STUDY PRESENTATION:-1

2. Organizational Buying Process-1 (1.5 Hours)

(a) Robinson, Faris & Wind Models

(i) Buy- phase model

(ii) Buy Class model

.
(iii) Buy grid model

(b) Marketing implications of buy phase model

Page 1 of 6
 (i) Salesman role @ different stages of buying process

(c) Marketing Implications of buy class models

(i) Marketing approach of in suppliers vs out suppliers

3. Organization Buying Process -2 (3 Hours)

(a) Webster & Wind model

(b) Buying Centre roles

(c) How buying center composition changes with buying situation

(d) Decision making in Buying Centre

(i) Varying Individual preference & their relation to organizational

function

(ii) Varying patterns of interaction & group choice

CASE STUDY PRESENTATION:-2

ASSIGNMENT-I

4. Organization buying process- 3 (3 Hours)

(a) Selecting suppliers

(i) Price based approach

(ii) Cost based approach

(iii) Ownership cost based approach

(b) Changing suppliers

(i) Weighted criteria Vendor rating system

(c) Kraljic Model

Learning Objective: Procedures to buy? From whom to buy? Who buys? Students will
learn the different aspects of organizational buying.

CASE STUDY PRESENTATION:-3

Page 2 of 6
5. B2B Relationship & Relationship management strategies (1.5 Hours)
(a) Types of relationship& relationship spectrum & Industry Bandwidth

(b) Understanding customer profitability using whale curve & Net

margin/cost to serve matrix

(c) Strategy guidelines for creating collaborative relationships

(i) Customer coverage-Enterprise to enterprise bonding

(ii) Growing Business- Going up business share ladder

(iii) Retaining business – JIT & Operational & Design Partnering

strategies

(d) Switching costs

Learning Objective: Building relations with customers is critical in business markets.

Students will learn about different types of relationships and Strategy guidelines for
different types of relationships.

CASE STUDY PRESENTATION:-4

6. Segmentation and Targeting in Business Markets (3 Hours)

(a) Macro-segmentation variables

(i) Geography, industry, size, end use, Application

(b) Micro-segmentation variables

(i) Buyer –seller relationship, key criteria, structure of buying center,

organizational innovativeness

(c) Criteria for targeting segments

(i) Company criteria-objective, capability

(ii) Segment criteria- segment volume, segment profitability, &

segment competition

(d) Types of targeting strategies

(i) Full market coverage, single segment coverage, product specialist,

Market specialist, selective specialization

Page 3 of 6
Learning Objective: Customers differ in their needs even for the same product. Students
will learn how to form customer groups and how company’s select different customer
groups to service.

ASSIGNMENT-II

CASE STUDY PRESENTATION:-5

CLASS TEST I: (20 Marks): (It covers from Topic No 1 to 6 of the syllabus)

7. Demand forecasting & sales planning (1.5 Hours)

(a) Demand forecasting-Sales force opinion/composite method

(b) Demand forecasting-Survey of buyer intention method

(c) Demand forecasting-Growth rate method

(d) Demand forecasting-End use method

(e) Sales planning using market share method

(f) Customer wise sales planning using business share method

(g) Marketing risk concept

8. Product (1.5 Hours)

(a) 9 dimensions of product differentiation

CASE STUDY PRESENTATION:-6

9. Solution Selling (3 Hours)

(a) Product perspective vs. solution perspective

(b) Examples of solutions with different types of services

(c) Value pricing of solutions

Learning Objective: Students will learn about solutions and how to practice them)

CASE STUDY PRESENTATION:-7

ASSIGNMENT-III

Page 4 of 6
10. Price (3 Hours)

(a) Pricing methods

(i) Mark- up pricing

(ii) Target return pricing

(iii) Competitor based pricing

(iii) Perceived Value (benefit) based pricing

(iv) Auction/Reverse auction

(vi) Pricing against imports- Calculating landed cost of imports

(b) Contracts- Spot contract & Long term contract

(c) Discounts & Incentives-

(i) Quantity discount, commitment discount & cash discount

(ii) Incentives- delivery & service related incentives

CLASS TEST II: (20 Marks): (It covers from Topic No 1 to 10 of the syllabus)

CASE STUDY PRESENTATION:-8

11. B2B Marketing Channels (1.5 Hours)

(a) Example of multiple channel using company sale force & industrial
distributors

(b) Situations where sales force is used & situations where industrial
distributors are used

(c) Industrial Distributors

(i) Activities performed for company

(ii) Services offered to customers- fulfilment & value added services

(d) Types of industrial Distributors

(i) General Line distributors

(ii) Specialty Distributors

Page 5 of 6
 (iii) Value added resellers – VAR

(e) Manufacturer representative & their activities

CASE STUDY PRESENTATION:-9

ASSIGNMENT-IV

12. Key Account Management (1.5 Hours)

(a) Field Sales force organization structure – Geographic, Product and market
centered
(b) Key account management sales force structure
(c) Criteria for selecting key accounts
(d) Role of KAM

(i) Creating a special offering

(ii) Relationship building
(iii) Relationship facilitator
(iv) Problem solving/coordination

Learning Objective: Students will learn about the different channel partners that are
used in business market.
CASE STUDY PRESENTATION:-10
Case: Marketing and sales case (3 Hours)

TOTAL (30 Hours)

Text Book:
1. B2B Marketing: A South-Asian Perspective by Michael D. Hutt, Dheeraj Sharma
and Thomas W. Speh, Cengage
Reference Books:
1. Marketing Management (15th Edition) (Relevant chapters) by Kotler and Keller
2. Industrial Marketing by Anderson etal
3. Industrial Marketing by Krishna K. Havaldar

4. Industrial Marketing by Richard M. Hill, Ralph S. Alexander and James S. Cross

5. Business – to – Business Marketing – Brennan, Canning & McDowell
6. Marketing (chapter on Solution Selling) by Nirmalya Kumar

Page 6 of 6
 FINANCIAL MANAGEMENT

Objectives:-

1. To provide the basic knowledge of financial management to the students and to make
them understand about the use of financial fundamental concepts in the dynamic Indian financial
environment.

2. To facilitate the students to learn and understand the theoretical background of financial
management and to equip them to correlate the theoretical background with the practical
situation.

3. To develop the analytical skill for interpreting the business information and application of
financial theory in order to take optimal decision.

Contents:-

1. Introduction to Financial Management (4.5 Hour)

(a) Meaning, importance, objectives and functions of financial management
(1.0 Hours)
(b) Profit Maximization vs. Wealth Maximization (0.5 Hours)

(c) Time Value of Money: Present Value of Single cash flow and Annuity Future
value of single cash flow and Annuity (3 Hours)

Learning Objective: To sensitize the students about the role of Financial Management in
general, financial objectives of the firm in particular and Mathematics of Finance.
2. Analysis of Financial Statements (8 Hours)

(a) Ratio- Analysis

(i) Basic concept, Meaning, Advantages and Disadvantages (1 Hour)

(ii) Calculation & Interpretation of ratios (Liquidity, Solvency, Profitability,

Turnover ratios and investor’s ratios (4 Hours)

(iii) Projected Balance Sheet from ratios (3 Hours)

Learning Objectives: To make students understand the importance of ratios in financial

analysis and interpretations of these ratios. They also need to understand and prepare the
projected balance sheet with the help of given ratios.

ASSIGNMENT-I

Page 1 of 4
3. Working Capital Management (7 Hours)

(a) Meaning and Importance of adequate working capital (0.5 Hours)

(b) Financing of working capital – short-term sources of finance (0.5 Hours)

(c) Estimation of Working Capital Requirement (3 Hours)

(Total approach and cash cost approach)

(d) Receivables Management (3 Hours)

Learning Objective: To understand the importance of adequate working capital and strategic
issues in working capital management. Also imparting the analytical skills to estimate the
working capital requirement of the Company.

CLASS TEST –I: (20 Marks): (It Covers from Topic No 1 to 3 of the syllabus)

4. Cost of capital (5.5 Hours)

(a) Meaning and Importance (0.5 Hours)

(b) Long term sources of funds and their computation of costs. (1 Hour)

(c) Problems on cost of capital (4 Hours)

(i) Calculating cost of specific funds

(ii) Calculation of Weighted Average Cost of Capital (WACC)

Learning Objective:.Understanding the concepts of costs for different long – term sources of
financing.Calculation of cost of specific funds and WACC.

ASSIGNMENT-II

5. Capital Structure (4.5 Hours)

(a) Introduction of Capital structure & factors affecting capital structure decisions
(1 Hour)
(b) Capital Planning: EBIT – EPS Analysis (2 Hour)

(c) Financial Breakeven point and Indifference point (1.5 Hour)

Learning Objective: Imparting the fundamental knowledge about the capital structure of the
firms. Calculation of capital structure of a firm EBIT –EPS analysis, Financial Break Even and
indifference point

Page 2 of 4
6. Leverages (3 Hours)

(a) Meaning and importance of leverage (0.5 Hours)

(b) Operating Leverage (1 Hours)

(c) Financial Leverage (1 Hours)

(d) Combined Leverage (0.5 Hours)

Learning Objective: Imparting the fundamental knowledge about leverages and calculating
different leverages.

ASSIGNMENT-III

CLASS TEST - II: (20 Marks): (It Covers from Topic No 1 to 6 of the syllabus)

7. Capital Budgeting (8 Hours)

(a) Meaning and Importance of capital budgeting (0.5 Hour)

(b) Average rate of return (ARR) (1 Hour)

(c) Payback period (Simple and Discounted) (1.5 Hours)

(d) Net Present value (NPV) and Profitability Index (PI) (3 Hours)

(e) Internal Rate of Return (IRR) (2 Hours)

Learning Objective: To learn the importance of capital budgeting and challenges associated
with it. To calculate the relevant cash flows in single as well as replacement projects. To
compute, interpret and evaluate the techniques used for the selection of capital intensive projects.

8. Dividend Policies (4.5 Hours)

(a) Concept and Meaning of dividend policies (0.5 Hour)

(b) Types of Dividend policies. (1 Hour)

(c) Walter’s Model (3 Hours)

Learning Objective: To learn and understand the concept of dividend policy and Calculation of
Dividend with the help of Walter’s Model.

ASSIGNMENT-IV

Page 3 of 4
9. Mergers and Acquisitions (4.5 Hours)

(a) Meaning and different types of mergers and acquisitions. (0.5 Hour)

(b) Determining the Share Exchange ratios (1 Hour)

(c) Problems on mergers and acquisitions based on share exchange ratios

(3 Hours)
Learning Objective: Understanding mergers and acquisitions and calculations of mergers and
acquisitions based on share exchange ratios.
Total (49.5 Hours)

TEXT BOOK

1. “Financial Management – Theory, Concepts and Problems, Dr. R.P Rustagi, Taxmann’s,
Latest edition.
REFERENCE BOOK:

1. R-1: “Basic Financial Management” M. Y. Khan & P. K. Jain, 3rd Ed. Tata McGraw Hill
Publishing Ltd

2. R-2: “Fundamental of Financial Management”, Prasanna Chandra, 4thedition, Tata

McGraw Hill Publishing Ltd.

3. R-3: Essentials of Financial Management by I M Pandey, Vikas Publishing House.

4.. R-4: “Financial Management: Theory and Practices”Eugene F. Brigham & Michael C.
Ehrhardt, 2nd edition, Celgage Learning.

5. R-5: “Corporate Finance-Theory and Practice”, AswathDamodaran, 2nd edition, Wiley

India.

Page 4 of 4
 HUMAN RESOURCE MANAGEMENT

Objective:

1. To create a comprehensive understanding of managing Human Resources in the context of

managerial effectiveness in organizations.

2. To facilitate learning of concepts & framework needed for developing Human resources for
organizational excellence.

3. To intill in students the ever growing importance of HR in today's competitive landscape and
firecely changing technological advancement in global economy.

4. To create an understanding of the various aspects of management of human resource,

their interaction in the execution of managerial functions.

5. To facilitate learning of various concepts and skill required for utilizations and
Development of human resource for organizational functions.

6. To impart basic knowledge of Indian Industrial systems

7. To build awareness of certain important and critical issues in the Indian industrial
Relations systems

8. To provide an exposure to the required skill for managing Industrial Relations

Contents:

1. Evolution of Personnel Management &Human Resource Management (6 Hours)

(a) Evaluation personnel management, its definition, object & Functions. Role of
Personnel manager. (2 Hours)

(b) Human Resource Management, its components (1 Hour)

(c) Traditional HR Roles & Practices vs modern roles & practices (1 Hour)

(d) Human Resources department & responsibilities of HRD Manager (1 Hour)

(e) Human Resource Management in Indian Context (1 Hour)

Learning objective: The basic knowledge is imparted among the learners about how personnel
management and industrial relations evolutions & development taken place in India.

Page 1 of 4
2. Human Resource Planning (3 Hours)

(a) Relation between job analysis & Human Resource planning (1 Hour)

(b) Human Resource defined & its models (1 Hour)

(c) HR plans & responsibility of Human Resource planning (0.5 Hours)

(d) Effective HR Planning (0.5 Hours)

Learning objective: This chapter guides the learners about the basic function of HR i.e. manpower
planning & its necessity in industries in the present era of modernizations.

ASSIGNMENT-I

3. Manpower Procurement (4.5 Hours)

(a) Difference between Recruitment, Selection & Placement (0.5 Hour)

(b) Objectives & Methods of Recruitment (1 Hour)

(c) Recruitment practices in India (1 Hour)

(d) Selection Methods and process (1 Hour)

(e) Placement & Induction programmes (1 Hour)

Learning objective: It is also one of the fundamental function initiated by personnel manager and
learners are given detailed inputs about this procurement function is important to fulfill manpower
requirements

CLASS TEST –1 (20 Marks): (Covering from Chapter no 1 to 3 of the syllabus)

4. Industrial Democracy (3 Hours)

(a) Workers participation in management (WPM) & its objectives (1.5 Hours)

(b) Forms, Levels, & importance (WPM) &Government Policy (1.5 Hours)

Learning objective: This chapter gives detailed knowledge to the future executives about how the
workers also contributes in the progress of their organization and the retrospective gain to each others
due to this scheme of workers participations in the management

ASSIGNMENT-II

Page 2 of 4
5. Grievance Management (3 Hours)

(a) Origin of Grievance its nature and Causes of Grievances (1 Hour)

(b) Practice and procedure of Handling of Grievances (1 Hour)

(c) Model grievance handling procedure (1 Hour)

(d) Industrial Disputes

Learning objective: This chapter guides the executives about origin of grievance its impact on work
and different types of grievance handling techniques are available in industrial establishments

6. Training & Executive Development (4 Hours)

(a) Purpose & Importance of Training & Development in the organizational context
(0.5 Hour)
(b) Principles, Responsibilities & Methods of Training (1 Hour)

(c) Identification of Training Needs, Designing Training Schedule and its implementation
process including budget planning & ROI (1.5 Hours)

(d) Training Effectiveness and its measurement: Kirk Patrick and Jack Philips Models for
evaluation (1 Hour)

(e) Executive development Need, Process and techniques of Management Development in

organizations (0.5 Hour)

Learning objective: To learn about various types of training programmes made available by
companies for them so that they can enrich their basic knowledge

ASSIGNMENT-III

CLASS TEST –2 (20 Marks): (Covering from Chapter no 1 to 6 of the syllabus)

7. Performance Appraisal & Job evaluation (4.5 Hours)

(a) Performance Appraisal & its process (0.5 Hours)

(b) Methods of appraising employee performance (0.5 Hours)

(c) Components of performance appraisal (0.5 Hours)

(d) Job evaluation, it’s objective principles & methods (0.5 Hours)

(e) Advantages of Job evaluation (0.5 Hours)

Page 3 of 4
Learning objective: To learnabout managing the entire employee life cycle in organizations and the
importance of performance appraisals in creating successful organizations.

8. Human Relations & Employee Engagement (4 Hours)

(a) Group Dynamics and Group Behavior in organizations: Significance of Human

Relations (1 Hour)

(b) Employee Motivation & Morale: Discipline in organizations (1.5 Hours)

(c) Safety, Health and Welfare for employees in organizations: (1.5 Hours)

Learning objective: To provide a framework on team work and synergy in organizations,

motivation and morale of employees in congenial work climate, and the importance of how their life
is precious, how they should take precautions to avoid an accident while at work. Also, to create
awareness and learning about misconducts, its impact on their future and how management takes
disciplinary action against defaulters

ASSIGNMENT-IV

TOTAL (32 Hours)

Text Book

1. Personnel Management by Dr. C.B. Mamoria & Dr.V.S.P. Rao–Latest Edition

Himalaya Publishing House Pvt. Ltd

Reference Books:

1 Human Resource management by K. Ashwathappa, Tata McGraw Hill - 6th Edition

2 Human Resource Management by Gary Dessler, Pearson Pretence Hall - 10th Edition

3 Industrial Relations - Emerging Paradigm by B.D. Singh, Excel Books

4 Human Resource development by Uday Kumar Haldar, Oxford University Press

5 Dynamic Personal Administration by M.N. RudraBasavraj, Himalaya Publishing House

Page 4 of 4
 PRODUCTION & OPERATIONS MANAGEMENT

Objectives

1. To get acquainted with the basic aspects of Production Management. The course
attempts to discuss various important planning, organizing and controlling aspect of Operations
Management. Through text and case studies, this course prepares for a study of different
operational issues in manufacturing and services organizations.

Content:

1. Introduction to Operations Management (4.5 Hours)

(a) History (Pre Industrial Revolution Era, Industrial Revolution Era, today’s
Internet Revolution Era) (2 Hours)

(b) Difference between Production and Operation management (1.5 Hours)

(c) Objectives (1 Hour)

Learning Objective: The students would have realised that managing operations, although
having turned into a science, has it’s roots in the way mankind developed it’s thinking over
the centuries. The difference between Production Management and Operations Management is
made clear along with the need to study this subject.

CASE STUDY PRESENTATION:-1

2. Facility Location (4 Hours)

(a) Importance (0.5 Hours)

(b) Factors influencing location of a plant (Regional , Global) (2 Hours)

(c)
Typical examples (Location Rating , Centre of Gravity , Load Distance)
(1.5 Hours)
ASSIGNMENT-I

CASE STUDY PRESENTATION:-2

3. Facility (or Plant) lay out (4.5 Hours)

(a) Importance and Objectives (0.5 Hours)

(b) Types of Layouts (1.5 Hours)

(c) Principles of a good layout (1.0 Hour)

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 (d) Service Layouts (1.5 Hours)

Learning Objective: The long term success of an organisation, once it’s line of business and
markets have been decided is dependent on the location and layout of the organisation. These
two chapters make the students understand the importance of both these factors and also
certain techniques involved with respect to these factors.

CASE STUDY PRESENTATION:-3

4. Production Planning & Control (PPC) (6 Hours)

(a) Need and Importance of PPC (1.0 Hour)

(b) Production planning vs Production Control (1.0 Hour)

(c) Functions of PPC (2.0 Hours)

(d) Typical Examples (2.0 Hours)

Learning Objective: In this chapter, the students are introduced to the activities carried out in
the day to day running of operations in an organisation. Techniques followed are also
introduced to the students.

ASSIGNMENT-II

CASE STUDY PRESENTATION:-4

CLASS TEST -I: (20 Marks) : (It covers from Topic No 1 to 4 of the syllabus)

5. Materials Management (3.0 Hours)

(a) Importance of Materials function (0.25 Hour)

(b) Purchasing principles (0.25 Hour)

(c) Source selection and source development (1.5 Hours)

(d) EOQ and POQ methods (0.5 Hours)

(e) MRP Sheet (0.5 Hours)

Learning Objective: In this chapter students are introduced to one of the most important
functions in the running of an organisation. This chapter lays the foundations of what in later
semesters develops into Supply Chain Management.)

CASE STUDY PRESENTATION:-5

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6. Material Handling (2.5 Hours)

(a) Material handling – a necessary (0.5 Hours)

(b) Principles of good Material Handling System (1.0 Hour)

(c) Material Handling equipment (1.0 Hour)

Learning Objective: The students are introduced to different methods of handling material.
including safety issues in the running of an organisation.)

CASE STUDY PRESENTATION:-6

7. Quality Management (5 Hours)

(a) Importance of quality (1.0 Hour)

(b) Stages of quality development (0.5 Hours)

(c) Control Charts (XmR , Xbar , nP , c) (2.0 Hours)

(d) Overview of ISO 9000 Quality Management System (1.0 Hour)

(e) Baldridge Quality Award Criteria (0.5 Hours)

ASSIGNMENT-III

CASE STUDY PRESENTATION:-7

8. Maintenance (6 Hours)

(a) Function of maintenance (1.0 Hour)

(b) Breakdown Maintenance (1.0 Hour)

(c) MTBF, MTTR, Reliability (1.0 Hour)

(d) Preventive maintenance (1.0 Hour)

(e) TPM (Examples of OEE) (1.0 Hour)

CLASS TEST -II: (20 Marks) : (It covers from Topic No 1 to 8 of the syllabus)

CASE STUDY PRESENTATION:-8

9. Work Study (4.5 Hours)

(a) Method Study (0.5 Hours)

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 (b) Process Charts (0.5 Hours)

(c) Exercises (1.0 Hour)

(d) Time Study (0.5 Hours)

(e) Standard Time (0.5 Hours)

Learning Objective: In this chapter, students will be introduced to the “Human Element” in
the running of operations of an Organisation. The time and work examples will give them
insight into how people affect and get affected by different processes in the organisation)

ASSIGNMENT-IV

CASE STUDY PRESENTATION:-9

10. Modern Techniques on Operations Management (5.0 Hours)

(a) 5S (1.0 Hour)

(b) Poka Yoke (0.5 Hours)

(c) Kaizen (0.5 Hours)

(d) Quality Circles (0.5 Hours)

(e) Six Sigma (1.5 Hours)

(f) JIT (overview) (0.5 Hours)

(g) 7 types of wastes (0.5 Hours)

Learning Objective: Chapters 7 , 8 and 10 together lay the foundation for the subject titled
“Total Quality Management”. These chapters are important for the student in terms of
understanding how the science of operations has developed and will develop in the next
decade.)

CASE STUDY PRESENTATION:-10

TOTAL (45 Hours)

Text Books:

1. Operations Management – Latest Edition, Authors: Roberta Russel and Bernard

Taylor, Publisher: Wiley Inida.

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Reference Books:

1. Modern Production / Operations Management - Eighth Edition, Authors: Elwood S.

Buffa and Rakesh K. Sarin, Publisher: John Wiley and Sons

2. Operations Management by William J. Stevenson (2008): McGraw Hill

3. Operations Management(9th Edition) by Jay Heizer and Barry Render

4. Martinich: Production and Operations Management: An Applied Modern Approach,

Wiley, (1999)

5. Operations Management (9th Edition) by Lee J. Krajewski, Larry P. Ritzman, and

Manoj K. Malhotra (2010): Addison-Wesley

Page 5 of 5
 ADVANCED EXCEL

Course Objectives:

1. Knowledge: For students to develop basic knowledge of Excel application / analysis

tools, data analysis systems and forecasting systems for various business process for
productivity and effectiveness.

2. Skills: Using Excel.

3. Abilities: To develop ability to understand appropriate applications and role of

Excel in different business domains.

4. Attitude: To create/analyze/summarize the data/charts and tables faster, better and

more effectively as an executive.

5. Learning: Pre-reading, Self Reading and Teacher Aided Learning.

Note: The teaching hours are indicative. Being on-line application the students are expected to
do extra practice session on-line after completion of each topic and therefore practice time is not
included with the topic completion time.

CONTENTS

I. (a) Create Worksheets and Workbooks (1 Hour)

(i) Create a workbook

(ii) Import data from a delimited text file

(iii) Add a worksheet to an existing workbook

(iv) Copy and move a worksheet

(b) Navigate in Worksheets and Workbooks (1 Hour)

(i) Search for data within a workbook

(ii) Navigate to a named cell, range, or workbook element

(iii) Insert and remove hyperlinks

(c) Format Worksheets and Workbooks (3 Hours)

(i) Change worksheet tab color

(ii) Rename a worksheet

(iii) Change worksheet order

(iv) Modify page setup

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 (v) Insert and delete columns or rows

(vi) Change workbook themes

(vii) Adjust row height and column width

(viii) Insert headers and footers

(d) Customize Options and Views for Worksheets and Workbooks (3 Hours)

(i) Hide or unhide worksheets

(ii) Hide or unhide columns and rows

(iii) Customize the Quick Access toolbar

(iv) Change workbook views

(v) Change window views

(vi) Modify document properties

(vii) Change magnification by using zoom tools

(viii) Display formulas

ASSIGNMENT-I

(e) Configure Worksheets and Workbooks for Distribution (3 Hours)

(i) Set a print area

(ii) Save workbooks in alternative file formats

(iii) Print all or part of a workbook

(iv) Set print scaling

(v) Display repeating row and column titles on multipage worksheets

(vi) Inspect a workbook for hidden properties or personal information

(vii) Inspect a workbook for accessibility issues

(viii) Inspect a workbook for compatibility issues

II (a) Insert Data in Cells and Ranges (3 Hours)

(i) Replace data

(ii) Cut, copy, or paste data

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 (iii) Paste data by using special paste options

(vi) Fill cells by using Auto Fill

(v) Insert and delete cells

CLASS TEST-I: (20 Marks): (It covers from topic no I to II (a) of the syllabus)

(b) Format Cells and Ranges (2 Hours)

(i) Merge cells

(ii) Modify cell alignment and indentation

(iii) Format cells by using Format Painter

(iv) Wrap text within cells

(v) Apply number formats

(vi) Apply cell formats

(vii) Apply cell styles

ASSIGNMENT-II

(c) Summarize and Organize Data (2 Hours)

(i) Insert sparklines

(ii) Outline data

(iii) Insert subtotals

(iv) Apply conditional formatting

III. (a) Create and Manage Tables (1 Hour)

(i) Create an Excel table from a cell range

(ii) Convert a table to a cell range

(iii) Add or remove table rows and columns

(b) Manage Table Styles and Options (0.5 Hours)

(i) Apply styles to tables

(ii) Configure table style options

(iii) Insert total rows

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 (c) Filter and Sort a Table (1 Hour)

(i) Filter records

(ii) Sort data by multiple columns

(iii) Change sort order

(iv) Remove duplicate records

IV. (a) Summarize Data by using Functions (1.5 Hours)

(i) Insert references

(ii) Perform calculations by using the SUM function

(iii) Perform calculations by using MIN and MAX functions

(iv) Perform calculations by using the COUNT function

(v) Perform calculations by using the AVERAGE function

(b) Perform Conditional Operations by using Functions (1.5 Hours)

(i) Perform logical operations by using the IF function

(ii) Perform logical operations by using the SUMIF function

(iii) Perform logical operations by using the AVERAGEIF function

(iv) Perform statistical operations by using the COUNTIF function

(c) Format and Modify Text by using Functions (1.5 Hours)

(i) Format text by using RIGHT, LEFT, and MID functions

(ii) Format text by using UPPER, LOWER, and PROPER functions

(iii) Format text by using the CONCATENATE function

ASSIGNMENT-III

V (a) Create Charts (1.5 Hours)

(i) Create a new chart

(ii) Add additional data series

(iii) Switch between rows and columns in source data

(iv) Analyze data by using Quick Analysis

Page 4 of 6
 (b) Format Charts (2 Hours)

(i) Resize charts 5min

(ii) Add and modify chart elements

(iii) Apply chart layouts and styles

(iv) Move charts to a chart sheet

CLASS TEST-II: (20 Marks): (It covers from topic no I to V (b) of the syllabus)

(c) Insert and Format Objects (0.5 Hours)

(i) Insert text boxes and shapes

(ii) Insert images

(iii) Modify object properties

(iv) Add alternative text to objects for accessibility

(d) Using PivotTables and Pivot Charts (3 Hours)

(i) Overview

(ii) Creating a PivotTable report

(iii) Specifying the data to analyze

(iv) Updating a PivotTable

(v) Modifying a PivotTable report

(vi) Grouping data in a PivotTable

(vii) Using the Report Filter area

(viii) Drilling down to the detail

(ix) Changing the type of calculation

(x) Filtering in a PivotTable

(xi) Grouping data in a PivotTable

(xii) Sorting PivotTables

(xiii) Formatting a PivotTable

(xiv) Charting a PivotTable

ASSIGNMENT-IV
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VI. Create Advanced Formulas

(a) Look Up Data with Functions (1 Hour)

(i) Utilizing the LOOKUP function

(ii) Utilizing the VLOOKUP function

(iii) Utilizing the HLOOKUP function

(iv) Utilizing the TRANSPOSE function

(b) Apply Advanced Date and Time Functions (0.5 Hours)

(i) Utilizing the NOW and TODAY functions

(ii) Using functions to serialize dates and times

(c) Create Scenarios (1.5 Hour)

(i) Utilizing Goal Seek

(ii) Utilizing the Scenario Manager

(iii) Using financial functions

Total (35 Hours)

Text Books:

1. Microsoft Excel –Bible-John Walkenbach-Wiley Publications

Reference Books:

1. Franchising: A Business Model for Growth Taneja, Satish Galgotia Publishing

Company

2. Guide to Business Modelling Tennent, John Profile Books Ltd

3. Business Model Generation Osterwalder, Alexander Wiley Publications

4. Microsoft Excel 2010: Data Analysis and Business Modeling Winston, Wayne PHI
Learning

Page 6 of 6
 DATA ANALYSIS USING SPSS

Course Objective:

1. Managerial Statistics covered in semester I deals with a conceptual introduction to the

field of statistics and its many applications. Statistical concepts are aimed to be explained in
simple manner without going into the derivation of formulas. The text is applications oriented
where only mathematical prerequisite is successful completion of foundation course in Statistical
and Quantitative Reasoning. The discussion of each statistical technical is to be based in an
application setting for providing insights to rational decision making in respect of solution to
problems.

2. This syllabus assumes that students know different ways of presentation and description
of data. Unit 1 presents the basic concepts of probability distributions and sampling distributions.
Unit 2 dewells on drawing conclusions about a population based on information obtained from a
sample in respect of z-test, t-test and an introduction to F distribution. Unit 3 dewells on drawing
conclusions about a population based on information obtained from a sample in respect of
ANOVA and Chi-sqaure test. Unit 4 deals with studying relationship between two linear
variables, and some of the important non-parametric testing of hypothesis. The course intends to
motivate students to use popular software programs SPSS on self-learning basis.
At the end of the course the student should be able to:

1. Exercise basic concepts of statistical techniques in the business area using theory and
practical applications.

2. Interpret the results in terms of the problem language after performing the statistical
analysis.

3. Teach yourself effective the statistical analysis through computer by using MS Excel,
Minitab and SPSS.

4. Show uses of statistics in business and economics through Indian case studies.
Pedagogy:

1. This syllabus guides students to make the best use of statistics by using a variety of
learning tools. Some problems are provided at the end of important sections to enable students to
practice the ideas discussed. A case study at the end of each chapter acquaints the students with
an assortment of organizational scenarios that they may encounter in future.

Page 1 of 3
CONTENTS:

TOPIC I:- (0.5 Hours)

1. SPSS Windows Processes: Mouse and keyboard processing, frequently used dialog
boxes, editing output, printing results, and the Options option.
TOPIC II:-
(1 Hour)
1. Creating and editing a Data File

Managing data: Listing cases, replacing missing values, computing new variables,
recoding variables, exploring data, selecting cases, sorting cases, merging files

TOPIC III:- (45 minutes)

1. Graphs: Creating and editing graphs and charts

TOPIC IV:- (45 minutes)

1. Frequencies: Frequencies, bar charts, histograms, percentiles

TOPIC V:- (1.5 Hours)

1. Descriptive Statistics: Measures of Central Tendency, Variability & variability measures

CLASS TEST-I (20 Marks): (It covers from topic no I to V of the syllabus)

TOPIC VI:- (4.5 Hours)

Testing of Hypotheses

1. One sample test for parameter –population mean

2. Comparison of two independent parameters-two population means.

3. One way Anava techniques and Scheff,s procedure.

4. Chi-square test

TOPIC VII:- (3 Hours)

1. Scatter diagram

Page 2 of 3
2. Bivaraite correlation coefficient and regression analysis

3. Multiple and partial correlation coefficients

CLASS TEST-II (20 Marks): (It covers from topic no I to VII of the syllabus)

TOPIC:-VIII (2 Hours)

1. Cross-Tabulation Basics

Total (14 Hours)

Teaching Methodology

1. Lecturing: Spoken explanations to be accompanied by visual aids i.e. Power Point

Presentations & Videos

2. Direct practice on computers in the LAB

3. Collaboration: Collaborative discussions to garner active participation in the learning

process, Group projects & Brainstorming sessions.

Reference Books

1. Darren George, Paul Mallery: SPSS for Windows – Step by Step: Pearson Education,
(LPE).

2. Gupta S. L.: SPSS 17.0 for Researchers, International Book House Pvt. Ltd.

3. Alan Bryman, Duncan Cramer: Quantitative Data Analysis With SPSS: A Guide for
Social Scientists, Routledge.

Page 3 of 3
 FOREIGN LANGUAGE-FRENCH

Objective:

Designed to equip the students to understand the basics of French. It will help to acquire,
general information about France and speak the day to day language.

Content

Introduction to France, the French language greetings, the alphabets, rules for
pronunciation. Introduction of oneself in French. Numbers: ordinal as well as cardinal.
The articles: indefinite and definite.

1 The Propossions

2 Nationalities

3. Days of the week, months of the year

4. The verbs

5. The prepositions

6 Time

7. Weather, seasons

8 The verb

9. Adjectives: interrogative adjectives

10. Adjective possessive

11. Adjective demonstrative

12. Article contracte

13. The atree groups of Futures proche