RMM Syllabus 2016 - 2018

PGDM
iConnect Syllabus
PGDM – RETAIL MARKETING MGMT.
(2016 – 2018)
ITM Business School
Institute for Technology & Management
ITM Campus, Plot No. 25 & 26, Institutional Area,
Sector – 4, Kharghar (E), Navi Mumbai – 410 210
33835500 | Fax 27740950
email: kharghar@itm.edu | website: www.itm.edu
SEMESTER – I
Course Code : 16105

Course Title : Financial Accounting & Analysis
No of Credits : 3
Contact Hours : 30
Objectives:
To understand the scope and limitations of Financial Accounting and Financial Analysis. To show
how the final accounts are prepared as per GAAP and how the profit/loss and financial position of
the firm gets affected by various accounting practices relating to depreciation, various
adjustments etc. To understand how to read and interpret information given in the final accounts
of the firm. It is also intended to show the inter firm comparison. The Financial Analysis will help
the student to measure the performance in various areas like Operating performance, Financial
performance, Overall performance etc. It also teaches, how to interpret Off balance sheet items.
To understand the significance of Cash flow /Fund Flow Statement from the view point of a
Company.
Contents:
VI) Financial Statements of a Proprietor's Business
VII) Depreciation and different methods of providing depreciation
VIII) Financial Statements of Companies as per Schedule III of the Companies Act, 2013
IX) Introduction to Accounting Standards & IFRS
X) Tools & Techniques of Financial Analysis
- Comparative Statement
- Common Size Statement
- Trend Analysis
XI) Ratio Analysis
XII) Cash Flow Statement
Text Book:
Essentials of Financial Accounting - Asish K. Bhattacharyya, PHI, 3/e, 2012
Reference Books:
7. Financial Accounting for Management - D.D. Harsolekar, Multitech
Publishing,2nd Edition, 2010
8. Financial Accounting – Principles & - Prof. Jawahar Lal & Dr. Seema Srivastava,
Practices S.Chand, 3/e, 2014.
9. Accounting for Management - S.N.Maheshwari, Vikas
Publication, 2011
10. Financial Accounting - Tulsian, TMH,2008
11. Financial Analysis for Management Decision - M. Sarnagadharan, 2011, PHI
12. Financial Accounting for Management - Paresh Shah, Oxford Publication,
2nd Edition, 2013
E-Books:
1. Financial Accounting - Tulsian, Tata McGraw-Hill Education,eBook,
01-Aug-2006
2. A TEXTBOOK OF ACCOUNTING FOR - S N Maheshwari, Sharad K Maheshwari,
MANAGEMENT - VIKAS PUBLISHING HOUSE PVT LTD,
eBook.(21 October 2010)
3. Accounting for Management - Lal, Jawahar., Himalaya Pub. House., 2009,
eBook.
Course Code : 16115
Course Title : Introduction to Marketing
Semester : I
Credit : 3
Duration : 30 hrs.
Course Faculty :
Objective:
• Develop an introductory understanding of marketing and its role in modern organizations,
the economy and society at large.
• Introduce the main concepts, principles, and terminology of marketing,
• Study environmental forces influencing marketing decisions, consumer behaviour and
familiarize students with the main elements of effective marketing strategy.
• Elementary understanding of Marketing Mix.
Content:
Unit 1
Introduction of Marketing: What is marketed and who markets Reactive/proactive Marketing,
Demand States, Market place, market space and meta markets, needs, wants and demands.
Unit 2
Production/ Product/Selling & marketing concept, Holistic Marketing. Customer Value, CPV.CLV,
CRM & building loyalty
Unit 3
Strategic planning: SBU, assessing growth opportunities, Ansoff's matrix, Porter's value chain..
Unit 4
BCG Matrix, Porter's generic strategies, 3V's approach, Marketing plan.
Unit 5
STP: Geographic/ Demographic/ Psychographic and Behaviour segmentation, Levels of
segments, Market targeting, Positioning
Unit 6
VALS model, POP (Points of Parity) & POD (Points of Difference), Differentiation, PLC Strategies
Unit 7
Porter's 5 force model, Market leader/Challenger/ follower & nicher strategies. Core competence
& competitive advantage.
Unit 8
Gathering the environment and scanning the environment: Macro environment, PESTEL analysis,
Micro environment, Marketing Information System, Data Mining and Warehousing, Consumer
Behaviour: External Influences, personal Factors, internal factors.
Unit 9
Consumer & business buying decision process, Marketing research: Market research process,
Qualitative & quantitative research, Sampling, Survey Method.
Unit 10
Introduction to the Marketing Mix. (Product, Place, Price & Promotion).
Text book :
1) MARKETING MANAGEMENT, - Philip Kotler, Keller, Koshy & Jha - 14th ed

A South Asian Perspective, Pearson Prentice Hall.
Additional Text Book :

1) Marketing Management, Global - V S Ramaswamy & S Namakumari-4th ed
Perspective Indian Context Macmillan.
Reference Books :
1) Marketing Management - Stantion, Etzel and Walker, 2004. Tata
McGraw Hill, New Delhi
2) Marketing Management - Adrian Palmer, 2004, Oxford University
Press, New Delhi.
Course Code : 16109
Course Title : Managing People & Organization – I
No of Credit : 3
Contact Hours : 30 hrs
Objective:
• To understand management functions and process and further to familiarize
themselves with current practices and contemporary developments in general
management.
• To understand the link between People Management & Business Success and to
enhance the understanding of the holistic aspects of managing Human
Resources in a corporate environment which is dynamic and complex
Content:
6. Introduction to Management, Four Managment functions, Evolution of

Management
7. Managerial Skills and Roles
8. Organizations in the New Economy, Managers in the New Workplace
9. Planning Function, Mananerial Planning Process, Managerial Decision making
10. Organising Function, Elements of Organising, types of Organisation
Structure
11. Nature and Scope of Leadership, Leadership versus Management
12. Overview of Managerial Control process, Types of managerial Control
13. Issues and Challenges of Women in Management
14. Introduction to Total Quality management, Recent trends in TQM
15. Innovation & Technology Management
16. Introduction to Human Resource Management, Alligning Business Strategy &
HR Strategy
17. Introduction to Human Resource Planning, HR Planning Process, Importance &
Barriers of HRP
18. Job Analysis, Recruitment & Selection Process, Induction & Placement
19. Performance Appraisal and Performance Management System
20. Training & Development
21. Compensation and Benefit Management
22. Industrial Relations
Text Book:
1) Management Theory and Practice – Dr. P Subba Rao & Venkatram Tej
Kumar,
(Text & Cases) Himalya Publishing House,
Mumbai, Edition 2012
Reference Books:
1. Management & Organisational
Behaviour P. Subba Rao, Himalaya
Publishing House, 2nd
Edition, 2012
2. Management Karminder Ghuman,K
Aswathappa,
Mc Graw Hill, 1st Edition, 2010
3. Management Stephen P. Robbins, Mary

Coulter, Pearson, 9th E
dition,2008
4. Management Principles,
Processes, and Practices Anil Bhat, Arya Kumar, Oxford,
1st Edition 2008
5. Business Orgnisation and Management V.K. Kaul, Pearson, 1st Edition,
New Delhi, 2012
6. Personnel and Human Resource P. Subba Rao, Himalaya

Publishing House,
Management 4th Edition, 2011
(revised and enlarged edition)
2. Human Resource Management K. Aswathapa, 6th Edition,

2010, Tata Mc GrawHill.
8. Managing Human Resources Wayne F Cascio, Ranjeet

Nambudiri, Tata Mc Graw
Hill, 8th edition , 1st
Reprint, 2010
9. Human Resource Management Uday Kumar Haldar, Juthika

sarkar, Oxford University
Press, 1st Edition, 2012
E – Books:
1. Principles of General Management Colley, John L. New Haven ,
Yale
University Press, 1st Edition,
2007.
2. Human Resources Management Sussanne Vang, Himalaya , 1st

edition 2012.
Course code 16108
Course Title : Managerial Economics

No of Credits : 3
Objectives :
• To understand the scope and subject matter of managerial economics and its
relationships with various quantitative and behavioral sciences.
• To understand various concepts, tools and techniques of economics with a view to use
them while examining decisionmaking
process of a firm in terms of price and output
determination under different market conditions.
• To understand the demand and supply determinants in juxtaposition with the production
and cost concepts
Contents :
• The Nature and Scope of Managerial Economics
• Theory of the firm.
• Optimization Techniques and New Management Tools
• Demand Concepts, Demand Analysis & Demand Elasticities, Demand forecasting.
• Demand Estimation and Demand Forecasting, The theory of supply and interaction
between demand and supply.
• The theory of Production, Economies of scale and scope.
• Cost Theory & Estimation, cost concepts.
• Pricing and output decision: Perfect competition and Monopoly
• Pricing and output decision: Monopolistic Competition and oligopoly,
• Special pricing practices: Price Discrimination, Cartel formation, Cost plus pricing,, Multi
product pricing, Transfer pricing, Mark up pricing, Pricing in life cycle of the product,
Competitive bidding pricing, Peak load pricing
• Capital budgeting
Text Book:
1. Managerial Economics - D.N. Dwivedi, Vikas Publishing House Pvt.
Ltd, N.Delhi, 7th edition 2008.
Reference Books:
1. Managerial Economics Dominick Salvatore, 6th Edition, Oxford
University Press, 2008.
2. Economics Samuelson & Nordhaus, 18th Edition, 2010
Tata McGrawHill,
New Delhi
3. Managerial Economics Paul G. Keat & Philip. Young 6th
Edition, 2008,
Pearson Publication Education, New Delhi.
4. Principles of Economics N. Gregory Mankiw, 4th Edition,
2007, Thomson
SouthWestern
College Publishing.
E – Books:
1. Managerial economics GS Gupta, 2nd Edition.

2. Managerial economics Milton Spencer, 7th Edition.
3. Managerial economics ICT Engineering, 1st Edition
Title : Decision sciences I
Course code : 16104
Duration : 30 Hrs (20 Sessions)
PGDM Batch : 2016 - 2018
Course faculty :
Course Objective:
This course begins at an elementary level assuming no prior knowledge of statistics and ends with
advanced techniques for handling multivariate analysis.The course will also be integrated with use of
computers through examples and assignments involving Excel amd SPSS statistical software
programs. By this means,students will be given opportunity to progress rapidly in their familiarity with
a variety of Quantitative methods for describing distributions and for analyzing the nature,
significance, and strength of relationships between variables. Extensive attention will also be given
to practical applications and understanding of statistical techniques as employed in research.Special
attention is paid to the underlying theory and assumptions of the methods and models used. Hands-
on practical sessions will enable participants to implement these tools, techniques and models in the
context of specific business applications.
COURSE CONTENTS:
1. Introduction to Statistics
2. Measures of Central Tendency .
3. Measures of Dispersion
4. Moments, Skewness, Kurtosis
5. Theory of Probability
6. Probability Distributions
7. Measures of Association
8. Regression analysis
9. Fitting of Distribution and Testing of Hypothesis
10. Theory of Estimation
11. Statistical Analysis by using Excel sheets
Text Book:
Fundamentals of Business Statistics, J K Sharma, second edition, Vikas Publishing house Pvt ltd,
New Delhi, 2014.
Reference Books:
1) Business Statistics - Ken Black, 7th Edition, Wiley India, New
Delhi, 2013 (Reprint)
2) Statistics for Business and Economics - Anderson Sweeney and Williams, India
edition, 12 Edition , !st Indian reprint 2015,
Cengage Learning, New Delhi
3) Applied Statistics for Business and - Allen Webster,Third edition, 2010,
Economics – Tata Mc Graw Hill.
4) Statistics for Management - Levin and Rubin, Seventh edition, Prentice
hall of India, Pearson 2011
5) Applied Statistics in Business and - David Doane. Tata Mc Graw Hill, 2009,
Economics ,ninth edition.
6) Business Statistics in practice, - Bruce L.Bowerman, Tata Mc Graw Hill, 2014.
7th Edition, Pearson.
7) Quantitative Techniques - Shenoy, Srivastava, Saxena, New Age, third
edition, 2011.
8) Statistics for Management - Keller, 5th Edition, Cengage,2009 .
9) Statistics for Business and economics - R P Hooda, Fourth edition, 2010.
10_ Applied Statistical Methods - S P Gupta, S Chand, 41th Edition, 2011
11) Business Statistics - S C Gupta, Himalaya Publishing house, 6th
edition, 2013
E Books:
Sr. Author's
Subject Name of the Book Publication Edition
No. Name
1) Decision Sciences I Introductory David. W. Atomicdog Revised 1998
Statistics: Stockburger publishing.
Concepts, Models com
and Applications
2) Decision Sciences I Business Statistics Bajpai Naval Pearson India 2008
3) Decision Sciences I Fundamentals of Sharma J.K Pearson India 2008
Business Statistics
4) Decision Sciences I Problems & Sharma, J. K. Pearson India 2011
Solutions of
Business Statistics
5) Decision Sciences I Statistics for Barrow, Financial
Economics, Michael Times/ Prentice
Accounting & Hall
Business Studies
Course Code : 16103
Course Title : Business Communication 1
No. of Credits : 3
Contact Hours : 30
Objectives:
By the end of the course, student will be able to:
 Understand communication as a process at the modern workplace
 Overcome barriers in business communication
 Communicate effectively in corporate situations
 Recognize the importance of effective reading and writing skills in business
 Follow the importance of speaking confidently and listening empathetically at
workplace
Course Outline
 Introduction, Preassessment & the Roadmap
 Communication at Work
 Barriers to Communication & Listening
 Corporate Communication
 Time Management
 Email Etiquette
 Creating effective Business Reports
 Book Reviews
Text Book: Study material to be given by the resource person.
Reference Books:
1. Business Communication (Connecting
Hory Sankar Mukerjee. 1st Ed.,Oxford
At work).
Meenakshi Raman & Sangeeta
2. Technical Communication Sharma , 2nd Ed.,Oxford University
Press, 2010
Lehman, Dufrene, Sinha, Cenage
3. BCOM WHAT''S INSIDE
learning. 2nd Ed., 2012.
Session Flow:
Session 1: Road Map and the Activity
Session 2: Introduction to Business Communication
Sessions 3 & 4: Barriers to Communication & Listening
Sessions 5 & 6: Corporate Communication
Sessions 7 & 8: Time Management
Sessions 9 & 10: Email Etiquette
Sessions1115: Graph Creation / Data Interpretation / Business Reports
Sessions 1620: Book Reviews
Course Code : 16101

Course Title : Introduction to M.S Office
No. of Credits : 1.5
Contact Hours : 15
Objectives:
M.S Excel:- This program introduces participants to working with Microsoft

Excel, covering the basics such as creating and editing worksheets,
formatting them for a professional look, working with formulas to manage
routine tasks, etc.
This introductory Excel training course will provide you with a working
understanding of the basic features of MS Excel as follows:
Explore the Enhancements in Excel 2007 Spreadsheets

Creating and editing worksheets
Formatting and printing of worksheets
Commands for managing data such as sorting, filters, subtotals, pivot tables
Working with charts
Working with in-built functions of Excel
M. S PowerPoint :- This half-day program helps the participants enhance their

presentations using Microsoft PowerPoint. With simple but powerful features
of PowerPoint for drawing, formatting, and animation, you will learn how to
create impressive professional-quality presentations.
Upon successful completion of this course, the participants will be able to:
Create simple as well as sophisticated presentations

Create and use templates for consistency across presentations
Format the presentations and templates for desired appearance
Apply special effects in presentations
Embed and link data from other Microsoft Office applications into the
presentations
M.S Word :- Microsoft Word is a simple yet powerful word-processing
application, allowing you to create documents and format them as per your
requirements. This half-day program exposes the participants to many of the
important and powerful features of Microsoft Word that are useful for their
day-to-day work, as well as some advanced aspects that can help them in
saving their time.
Upon completion of this half-day program, the participants will be able to:
Apply formatting to their documents

Work with columns and tables
Effectively use language features, such as spell check, thesaurus
Use mail merge for customizing standard letters
Create and use templates
M.S Excel:-
Module 1: Getting Started
Explore the User Interface

Explore the Ribbon
Obtain Help
Customize the Quick Access Toolbar
Navigating in a spreadsheet
Understanding worksheets, columns, rows and cells
Saving, opening, and closing workbooks
Module 2: Formatting a Spreadsheet
Apply Cell Styles

Changing column widths and row heights
Changing alignment of cells
Undoing and redoing actions
Formatting numbers
Clearing formats
Applying borders to cells
Merging cells
Apply Themes
Module 3: List management
Creating lists using Table

Formatting the structure of a list
Sorting and filtering lists
Sorting data according to color
Module 4: Formulas and Functions
Entering formulas
Copying data and formulas
Using AutoSum
Understanding functions
Using simple aggregate functions (Sum, Count, Average, Min, Max)
Copying formulas
Types of cell referencing: relative and absolute
Applying conditions in a formula (The IF function)
Using Lookup Functions (Vlookup)
Module 5: Editing Features
Using cut, copy, and paste operations

Using paste special with values
Selection techniques
Navigation techniques
Module 6: Working with Large Worksheets
Freezing and unfreezing panes

Splitting windows
Inserting page breaks for printing
Module 7: Working with Charts
Creating charts using Chart Tools

Creating different types of charts
Including titles and values in charts using Chart Tools
Formatting of charts
Module 8: Previewing and Printing
Previewing worksheets
Page setup
Printing of worksheets in multiple pages
Repeating rows and columns for multiple pages
Printing multiple worksheets
Module 9: Simple Database Operations
Sorting tables
Filtering data with auto filter
Generating subtotal reports
Creating simple pivot tables
Referring data from other worksheets
M.S Powerpoint:-
Module 1: Getting Started
Introduction to PowerPoint
Navigating through a presentation
Different views in PowerPoint (Normal, Sorter, Outline, Notes Page, Slide
Show)
Create new presentation
Saving, opening, and closing presentations
Apply customization options
Module 2: Layouts
Using title slide / different slide layouts

Creating and Formatting tables
Creating chart
Editing elements of chart
Create a professional diagram using Smart Art
Insert a table from Microsoft word
Module 3: Slide Formatting
Paragraph alignment
Line spacing
Bullets and numbering
Customize bullets and numbering
Format painter
Replacing fonts
Working with themes
Slide color schemes
Background colors
Working with header and footers
Module 4: Text Formatting
Enter text
Edit text
Apply character formatting
Apply text formatting
Format placeholder
Module 5: Special effects

Applying preset animation/animation scheme for slides
Custom animations
Graphic effects
Smart art tool
Live previews
Slide transitions
Rehearse timing for slides
Working with media files
Module 6: The Drawing Toolbar
Using textboxes
Using WordArt
Insert clip art, diagram and draw shapes
Line and Fill Color
Using AutoShapes
Applying 3-D effects to objects
Object alignment and rotation
Grouping and ungrouping
Module 7: Custom Design Templates
Designing layout for templates

Creating custom color schemes
Side master and title master
Adding a logo and custom bullets in slide master
Saving custom design templates
Customize slide layout
Module 8: Delivering Presentations
Create speaker notes

Print and package a presentation
Using the action button
Working with hyperlinks using Word, Excel, and Internet
Delivering presentations using custom show
M.S Word:
Module 1: Overview of Basic
Selection techniques
Using cut, copy, and paste operations
Saving, opening, and closing documents
Creating documents using existing template
Module 2: Editing Tools
Using spell-check and grammar

Using thesaurus
Auto correct options
Auto text options for automating typing
Module 3: Formatting Documents
Paragraph alignment
Setting indents
Paragraph and line spacing
Bullets and numbering
Multilevel bullets
Borders and shading
Format painter
Tab setting
Adding drop cap
Module 4: Tables
Creating tables
Deleting and inserting rows and columns
Resizing tables
Sorting tables
Formulas in tables
Updating formulas
Module 5: Advance Formatting Features

Modify existing styles
Creating own styles
Copying styles
Working with multiple columns
Using Textbox in documents
Course Code: 16106

Course Title: Insight Sessions
No. Of Credits: 3
Class Contact Hours: 30
(A) Motivation Program – Prof. Girish & Prof. Swaminathan

Objectives :
a) To understand the importance of Positive Personality because Personality is a signal others read .
b) To understand "HOW" to bring transformation in my personality.
c) To understand the RIGHT personality for the corporate JOB.
d) To know, understand and incorporate the characteristics of different personality attributes.
e) Harmonious Development of the Five Dimensions of Human Personality - Physical Self, Spiritual
Self, Intellectual Self, Emotional Self and Social Self
f) Understanding Leadership through the POWER of DOING.
g) Increase Creativity , Innovativeness and Personal Effectiveness & Productivity.
h) Understanding the Value of Values and Personal Ethics, Inter personal Relations and to discover
the Hero Within.
Methodology
Workshop with scope for learning through student participation and interaction.
 Interactive Sessions
 Case Studies & Role Plays
 Management Games, Audio- Video Presentations
 Exercises, Group Activities
 Practical Demonstrations
 Tests
Contents:
Life Management Skills (LMS)
 How to Develop "The Power of Concentration". Importance of concentration
during studies, Internship and while working in the corporate work.
 How to maintain Balance in Life. Understanding WORK- LIFE balance.
 Enhancing Memory Power- The Technique and how to use in practical Life.
 How to enhance the Quality of Life in the face of adversity and difficulties.
 Finding out the REAL Purpose of Life.
 Living Life Lovingly to achieve the GOALS of LIFE.
Positive Attitude for Cultivating Excellence (PACE)

 Paradigm shift from a Good Memory to a Powerful Mind.
 The understanding and use of Winning Strategies to succeed in LIFE.
 Discovering the Real Hero Within.
 Managing Pressure with Pleasure. How to manage STRESS in personal life and at
work place.
 Art of Becoming a Positive Personality.
Skills Training for Enhancing Productivity (STEP)

 How Emotional Engineering can help in the overall development of the individual.
 Holistic Safety.
 Work without Worry. How to handle difficult situations & difficult people wrst
conflict management.
 The Power of Expressions – Communication Skills
 Overcoming FEAR vis Fear of Death, Fear of Insecurity, Fear of Rejection, Fear of
Public Speaking.
Spiritual Leadership for Organisational & Personal Effectiveness (SLOPE)

 Values – Why & How.
 The Art of Letting Go. The technique of Detachment. Developing sense of
Trusteeship.
 The Science of Silence – Meditation. How the exercise of the MIND can bring in
confidence and inculcating the various powers through meditation
 Spiritual Leadership - The knowledge and application of New sciences. Looking at
Leadership through a different perspective.
 Happiness Index. Learning How to be Happy in all circumstance.
Learning Outcome
Participants will...
 Recognize the power of self-awareness, passion, purpose, values, vision, service
and courageous faith.
 Be empowered with strategic questions that will enable them to discover the
leader from within.
 Affirm your strengths and talents as they relate personally, professionally and
organisationally.
 Gain clarity on life after Post Graduation.
 Discover the importance of pursuing one's passions.
 Be inspired to take action on what is important.
 Understand their bad behaviours and habits
 Manage your fears more effectively.
 Ignite an "Attitude determines Altitude" philosophy
 Understand personal core values.
 Gain inspiration to re-focus on specific responsibilities
 Learn strategies for enhanced self- management.
 Understand the importance of Emotional Intelligence.
 Applying Values in Life
 Master the Mind.
 Importance of "Power of Doing"
X Class room Assessment and written examination each will carry 40 and 60 marks.
class room assessment will be based on following parameters.
Case/debate/assignments/tests/quizes 15 Marks
Class attendance 05 Marks
Class group Presentation 20 Marks
XI Text Book
Text Books:
Personality Development and Soft Skills - Oxford University Press 2011. Barun K. Mitra
XII Reference Books :
Reference Books/Videos/Articles
1 Ignited Mind - Dr A.P.J.Abdul Kalam.
2 The Kalam Effect - P.M.Nair.
3 Happiness Index(Video) - B.K.Shivani
4 Discovery(Video) - Brahmakumaris
5 Life Skills (Video) - Dr Girish Patel Psychatrist
6 Essentials of Meditation - Brahmakumaris
7 Heal thyself - Louis L Hay.
8 The Other 99% - Dr Debashis Chatterjee
9 Re-Imagine - Tom Peters
1. Part B - Strategic Negotiation Skills

Objectives
By the end of this course, the students will be able to:
 Recognize the phases involved in all negotiations
 Recognize the key interpersonal skills you will need at each phase
 Know how to prepare and plan before each phase
 Know your preferred negotiation style, and its strengths and weaknesses
 Know how influencing and persuasion skills contribute to a productive
negotiation
Content:
 Importance of strategic Negotiation skills for today’s leaders. Applying
ZOPA framework to real world scenario.
 Shadow Negotiations
 BATNA Framework
 Identifying Minimum Possible Agreement
 Applying Analytical Techniques in Negotiations
 Decision Models
 Integrative and distributive negotiations
Session-wise Plan :-
Session 1 & 2 – LMS
Session 3 & 4 – PACE
Session 5 & 6 – STEP
Session 7 – 10 - SLOPE
Session 11 – 15 – Negotiation Skills and Strategies
Session 16 – 20 – Understanding Cultures and profiling
Course Code : 16111

Course Title : Management Information Systems
No. of Credits : 3
Contact Hours : 30
Objectives :
• To learn how to use and manage a variety of information systems to revitalize business
process, improve managerial decision making.
• To learn ethical and social issues pertaining to Information Systems and to understand
the impact of Internet in business.
Contents :
• Information systems in global business today
• Global E– Business: How Businesses use Information Systems
• Ethical and Social issues in Information systems
• IT Infrastructure and Emerging Technologies
• Telecommunications, the Internet, and Wireless Technology
• Securing Information Systems
• E – Commerce: Digital Markets, Digital Goods
Text Book:
1. Management Information Systems - Managing the digital firm-Kenneth C.
Laudon & Jane P. Laudon - 12th edition,
Pearson
Reference Books :
1. Management Information Systems: - James A O'Brien, George M Marakas &
Ramesh Behl ,12th Edition, Tata
McGraw-Hill.
2. Management Information system - James A O'brien, 5th Edition, Tata
McGraw- Hill
3. Management Information Systems - Davis and Olson, 2nd Edition, McGraw-
Hill, India, 1985.
4. Management Information Systems: - Effy oz - 6th edition – Cengage Learning
5. Enterprise Resource Planning - Alexis Leon – Second Edition – Tata
Demystified McGraw Hill
Course Code : 16102

Course Title : Business Analytics
Contact Hours : 15
Objectives :
To learn the importance of business Analytics in an organization and its applications and how
information technology can give a business a strategic technology platform. To gain an
understanding of how managers use business analytics to formulate and solve business problems
and to support managerial decision making.
Contents :
• Introduction to Business Analytics
• Databases and Information Management
• Analysis v/s Analytics
• Use Analytics in customer requirement analysis, general management, IT, marketing,
finance, operations & supply chain managements
• Visualization/ Data Issues
• Importance of data quality
• Dealing with missing or incomplete data
• Data Classification
• SQL Queries – A Practical approach
• The Dark Side of Customer Analytics.
• Introduction to Data Mining
• Business Analytics Tool - Tabulo
• Analyze and solve problems from different industries
Course Code : 16110
Course Title : Marketing Management
No of Credit : 1.5
Objectives:
This course provides an introduction to all aspects of marketing, including strategic marketing planning,
marketing research, product planning and development, promotion planning, distribution and pricing. It is a
fundamental base for other Marketing courses, such as Strategic Marketing Planning, Industrial Marketing,
Marketing Research, International Marketing, Services Marketing. It’s intended as a practical tool on how to
make right decisions on marketing mix strategies. Students are expected to acquire following skills and know-
how:
• Appreciate the holistic role of marketing in a firm
• Distinguish between the specific nature of different markets, goods and services
• Understand the theories and practices behind the marketing mix variables
• Develop knowledge of and skill in the operating techniques of the marketing managementcycle
processes.
Content
Chapter 11 - Setting Product Strategy
 Product Levels
 Product & Service Differentiation
 Product Hierarchy, product mix, product line, product line analysis
Chapter 12 - Designing & Managing Services

 Categories of service mix
 Categories of service mix,
 characteristics of services, Shifting customer relationship,
 Service marketing or types of marketing in service,
 Differentiating services, Managing service quality,
 Managing customer expectations, SERVQUAL attributes.
Chapter 13 - Developing Pricing Strategies & Programs

 Customer pricing psychology (Reference prices, price quality inferences & price endings),
 Steps in Price setting
 Adapting the price (Discounts, Allowances Promotional & differentiated pricing)
 Price change, Importance of pricing
 Factors influencing pricing
 Objectives of pricing
 Pricing process
Chapter 14 - Designing and managing Integrated Marketing Channels

 Role of Marketing Channels (channel function, flow & level)
 Channel design & decision {a small brief}
 Channel integration system (Vertical, horizontal & integrated),
 Channel conflict.
Chapter 16 - Designing and managing Integrated Marketing Communications

 Meaning of Marketing communication mix
 Characteristics of marketing comm. Mix
 Consumer response hierarchy model
 Steps in effective communication, Managing communication process.
Chapter 17 - Managing Mass Communication

 The 5 M’s of Advertising
 Factors affecting advertising budget, Choosing Advertising Media
 Sales Promotion (Advertising vs Promotion, Selecting promotional tool)
 Events & PR
Chapter 18 - Managing Personal Communications

 A brief on all like - Direct Marketing (direct mail, telemarketing & catalog marketing)
 Interactive marketing (websites, email, mobile marketing & display ads)
 Word of mouth (Social media - blogs, buzz & viral marketing, opinion leader)
 Steps in designing Sales Force Managing Sales force
 6 Steps of Personal Selling
Chapter 19 - Introducing New Market Offerings

 New product development process
 Consumer adoption process
Chapter 20 - Tapping into Global Markets

 Major decision in International marketing
 How to enter market
Chapter 21 - Managing a Holistic Marketing Organization for the Long Run

 Marketing trends, Socially Responsible marketing, Marketing control, Future of Marketing.
Text Books:
1. Marketing Management ASouth Asian Perspective-Philip Kotler, Kevin Keller,
Abraham Koshy & Mithileshwar Jha
14th Edition 2014, Pearson Education,
New Delhi.
*************************************************************************************
Course Code : 16107

Course Title : Introduction to CSR & NGO
No. of Credits : 1
Contact Hours (Field) : 15
Course objectives
 To build an understanding of concept of CSR, underlying theories and its related aspects.
 To enhance the capacity of developing strategies for comprehensive CSR approach.
 To develop the skills needed to assist organizations in creating and implementing socially
responsible practices.
 To gain tools to analyze, develop, and recommend strategic CSR policies in organization and
industry.
Contents
1. Introduction to concepts viz CSR, Sustainability, Sustainable Development , UN Global Compact,

etc
2. Indian context and overview
3. New Companies’ bill –Sec 135 – overview, critical analysis
4. CSR prog design and implementation
5. Debates & Trends in CSR programmes, Cause Related Marketing, Active citizenship, Exchange
of skills, promotion of CSR
6. Role of NGOs in CSR
7. Strategies for operationlising CSR
8. Measuring Impact * Communicating CSR / Reporting, why What and HOW , Integrated reporting,
Topics break up
1. Introduction – Sustainable development & Global context – review of inconvenient truth

2. Introduction – Sustainable development & Global context – review of inconvenient truth
1. Meaning of the terms sustainability , global warming, climate change
2. Review of Economic growth and progress, identify challenges such as poverty and
vulnerability owing to topography, war, food security, natural disasters etc
3. Environmental threats hitting the rich and poor alike
4. The business as usual path versus the sustainable development path
5. Understanding the implications of global warming and climate change
6. Need for Cross border interventions
3. Defining sustainability & CSR implementation

1. WBSCD definition of CSR
2. Need for CSR ---Review of small caselets (Nike, McDonalds, Apple, Bhopal Gas tragedy)
3. ways of doing CSR ( Cause Promotion, Cause related Marketing, Employee
Volunteering) under each category min 2 examples
4. Companies Bill 2013- salient features, requirements, implications & criticisms, Future of CSR in
India
5. CSR in companies – Success stories & Challenges, (IGNITE SERIES)

1. Steps in CSR implementation
2. Stakeholder Identification and Management
3. Success stories
4. Challenges in designing and implementation of CSR
(Review of live Case study discussed through Guest lectures)
6. CSR Activity Mapping (Implementation CSR)
1. Understanding and scoping activities carried out by select companies (companies chosen by
students)
2. Review of their website and social media platforms
3. Presentation of their review under categorisation of ways of doing CSR
4. Identify trends in implementation of CSR
5. Critical evaluation of CSR activities vis a vis its economic performance
7. Partnership development for CSR implementation – NGO

1. What is NGO
2. Mapping of experiences with NGOs
3. Need for partnership
4. Scoping partnerships
5. Success and failure stories
6. Challenges of working with NGOs
(Identify factors leading to the success of partnership)
8. Communicating CSR / Reporting, (Why, What and How)
1. Need for communicating CSR
2. Communication mediums – Written and social media
3. Introduction to various reporting formats ( GRI Standards for reporting)
4. How to write good sustainability report
5. Sustainability Reports review on pre determined criteria
6. Selection of companies
7. Selection of criteria and weightages
8. Critical review as per the criteria
Group work on WHAT MAKES A GOOD REPORT
Course Code : 16112

Course Title : Operation Management
Semester : I
Credit : 3
Duration : 30 hrs.
Course Faculty:
Course Objective:
To enhance the awareness about the Nature and scope of Operations Management, Supporting
Functions of Manufacturing in industry and Recent Advances in Operations Mgmt. Role of
Operations Management in Finance, Marketing, HR and over-all performance of an organisation.
Course Outcome:
After completing the course, students should be able to:
Understand the importance of basic operations and manufacturing in industry,
Know the approaches for Decision making for new plant location, technology selection,
Be aware of the role of Operations management,
Strategy for using operations as a competitive weapon.
Text Book:
1) “Production and Operations Management - “K. Ashwathappa & K.Sridhara Bhat.
Himalaya.
References Books:
1) Operations Management - Theory and Practice” by B Mahadevan,
Pearsons, 2011
2) Production & Operation Management - Heizer, Pearson , 8th Edition , 2007
3) Operations Management - Stevenson , TMH , 8th Edition , 2005
4) Operations Management for - Jacobs & Chase,TMH, 10th Edition, 2004
Competitive Advantage :
6) Production and Operations Management - Kanishka Bedi, OXFORD.
7) Service Operations Management - J.A.Fitzmonn & Mona J. Fitzmonn,
Course Code : 16116

Course Title : Retail Management
No of Credit : 3
Contact Hours : 30
Objectives:
1) To introduce students to retailing as a business activity and help them
appreciate the business environment forces that influence it
2) To help students understand how marketing efforts are made by retailing
businesses both in the store and outside
3) To expose students to the various verticals, formats and channels in
which retail businesses work
4) To make students appreciate the importance of international retailing,
especially at a time, when India is considered a credible investment
destination by large international retailers
INTRODUCTION
An overview of Global Retailing –Challenges and opportunities –Retail trends in
India –Socio economic and technological Influences on retail management –
Government of India policy implications on retails.
RETAIL FORMATS
Organized and unorganized formats –Different organized retail formats –Multi
Channel RetailingCharacteristics of each format –Emerging trends in retail
formats –MNC's role in organized retail formats
RETAILING DECISIONS
Choice of retail locations internal and external atmospherics –Positioning of retail
shops –Building retail store Image Retail service quality management –Retail
Supply Chain Management –Retail Pricing DecisionsMerchandizing and category
management –buying
RETAIL SHOP MANAGEMENT
Visual Merchandise Management –Space Management –Retail Inventory
Management –Retail accounting and audits Retail store brands –Retail advertising
and promotions –Retail
Management Information Systems Online retail –Emerging trends
RETAIL SHOPPER BEHAVIOUR
Understanding of Retail shopper behavior –Shopper Profile Analysis –Shopping
Decision Process Factors influencing retail shopper behavior –Complaints
Management Retail sales force Management –Challenges in Retailing in India.
Back up controls, Research in Retail Management, Retail Strategy, Numerical
Text Book:
1. Retailing Management - Levy, Weitz, Pandit, Tata McGraw Hill
2013, 8th edition
Reference Books:
1. Retailing – Environment & Operations - Cullen, Newman, Cengage India
2. India Retail Report 2013 - Images Retail
3. Retailing Management - PradhanTata McGraw Hill, 4th Edition
4. Retail Management:
A Strategic Approach - 11th edition by Berman, Mini Mthur &
Evans.
5. Retail Management - Rajeev Jain; RBSA Publishers (2012)
6. Strategic Retail Management - Srini Sriniwasan
7. Retail Management - Peter Fleming- Mercury Business
Books
8. Strategic Retail Management - Text and cases by Joachim Zentes, Hanna
-Klein, Dirk Morschett
9. Designing and Managing the supply - Simchi-Levi, D, Kaminsky, P &
chain: concepts, strategies and case Simchi-Levi, E 2003, 2nd edn,
studies
McGraw-Hill, Boston.
10. Contemporary Logistics - Paul R. Murphy, Donald Wood(2003),
8th Edition Prentice Hall; 8th
Edition ISBN: 0130352802
List of e-books
1. Channel Management & Retail Marketing, - Meenal Dhotre, Himalaya Publishing
House, 2010.
2. Retail Management - Gibson G VedaMani, Jaico
Publishing (Kindle Edition), House, 2010.
SEMESTER – II
Course Code : 16210

Course Title : Cost & Management Accounting
No. of Credits : 3
Contact Hours : 30
Objectives:
To apprise the students with cost and management accounting techniques, methods & processes.
To acquaint the students with the fundamental concepts and notions which have an implicit bearing
on managerial decision making. To prove how accounting systems and accounting information are
structured for managerial planning, decision-making and performance evaluation. To understand the
importance of and technique of cost control
Contents :
 Introduction to Cost Accounting
 Classification of Costs and Cost Sheet
 Material Management and Accounting for materials
- Managing Purchase Functions, Cost of Material, Storing of materials
- Issue control
- Material control
- Material losses
 Accounting for Labour
- Types of Labour Costs,
- Methods of Remuneration,
- Treatment of overtime, fringe benefits, idle time etc
- Labour Turnover
 Accounting for Overheads
 Cost Control and Cost Reduction
- Budgets and Budgetary Control
- Standard Costing
 Decision Making
- Marginal Costing and CVP Analysis
- Relevant Cost Analysis
 Emerging Concepts in Cost Accounting
Text Book:
Cost accounting- Principles & Practice - Jain & Narang, Kalyani Publishers, 21/e,
2010
Reference Books :
 Cost accounting- Theory & Practice - Bhabatosh Banerjee,PHI , 13th edition, 2014
 Cost Accounting - Jawahar Lal, Seema Srivastava, Tata Mc Graw
Hill, 5/e, 2013
 Management Accounting - Paresh Shah, Oxford, 9th Impression,2013
E-Books:
2. Introduction To Cost Accounting - P.C.Tulsian, S Chand Publisher, 1/e, e-book

3. Cost Accounting Theory
& Problems - S.N. Maheshwari and S.N. Mittal, Mahavir
Book Depot, 26/e
4. Accounting for Management - Lal, Jawahar., Himalaya Pub. House., 2009,
eBook.
Course Code : 16230
Course Title : Macro Economics and Legal Aspects of Business
No. of Credits : 3
Contact hours : 30
Objectives :
To enabling students to relate implications of various economic decisions taken up by govt on
business.
- To understand constituents of business environment including economic and legal environment
and its implications on the economic behaviour of an organisation.
- To understand the functioning of an economy, its composition and process of growth and
development including policy led economic development.
Contents:
Nature and Scope of Macro Economics.
National Income concepts, measurement and significance for managerial decisions and Busines
fluctuations.
Keynesian concepts and theory of Income and employment.
Economic Environment, its constituents and implications on managerial decisions. Global
Environment and Global Financial crises of 2008
Policy Environment: Fiscal policy, Monitory policy and balance of payment.
Economic Reforms: Industrial policy reforms, Banking and financial Sector reforms.
Anatomy of inflation.
Importance of Mercantile law.
Indian Contract Act, 1872: Introduction, Explanation of certain Terms, essentials of Valid contract.
Capacity to contract, consideration and free consent, void and voidable contracts Performance of
contracts. Right and Liabilities Breach of contract, penalties and damages
Quasi contracts, contingent contracts
Sale of Goods Act, 1930 Overview -meaning of sale - transfer of ownership
Conditions and warranties Rights of unpaid vendor
Negotiable Instruments Act, 1881 Difference between negotiation, transferability and assignment
Negotiable Instruments
Payment in due course, Holder, Holder in due course, Protection to Bankers S.85, 124, 125 and 131.
Section.138 or Negotiable Instrument Act for cheques returned unpaid
Text Books:
Macroeconomics -Theory and Policy - D.N. Dwivedi, Third Edition, Tata McGraw Hill
Education Private Limited New Delhi, 2010
Elememts of Merchantile Law - M.B.Kapoor, Sultanchand Publication.
Reference Books :
1 Economics - Samuelson & Nordhaus, 19th Edition,
Tata McGraw-Hill Publishing
2 Modern Economic Theory - K.K.Dewet, S. Chand & Co. Ltd,
New Delhi. 22nd edition, 2005
3. Principles of Economics - N. Gregory Mankiw, 2nd Edition,
Thomson South -Western College
Publishing. 2007.
5 Macroeconomics - D.N. Dewedi,6th Ed., Vikas Publishing
House Pvt. Ltd, N.Delhi. 2009.
6 Modern Economic Theory - K. K. Dewett, S. Chand and Company Ltd., New Delhi,
Twenty First Edition, 1999.
7 Business Environment - Francis Cherunilam, Himalaya Publishing
8 Essentials of Business Environment - K. Aswathappa, Himalayan
9 Economics - Lipsey & Chrystal- Indian Edition 11th 2007,Oxford
University Press.
10 Economic Environment of - S.K. Misra & V.K. Puri
Business with case studies:
11 Legal Aspects of Business.
Title : Decision sciences II
Course code : 16211
PGDM Batch : 2016 - 2018
Course faculty
COURSE OBJECTIVES
· The course has been designed to enable the student to study and apply various techniques of
operations research in business world.
· Emphasis have been given to conceptual understanding of the topic so that the students can
model business situations into mathematical models and reach to a decision.
· This course will highlight the benefits of quantitative approach to decision making or how to
reach to an optimal decision in the light of uncertain or risky environments.
Course contents:
1) Introduction – Role of Quantitative Analysis in Decision Making and Operations
Research Techniques .
2) Linear Programming
3) Transportation Models
4) Assignment Models
5) Markov Chains
6) Simulation
7) Decision Theory
8) Theory Of Games
9) Index numbers
10) Excel Applications for model solving using solver.
Text Book:
Operations research - Prem Kumar Gupta, S Chand, Edition
seventh, 2014
Reference Books:
1. Quantitative Methods Theory and
applications - J K Sharma, Mac Milan, 2010.
2. Quantitative Techniques for - Anand Sharma Himalaya Publishing – reprint
Decision making 2015.
3. Quantitative Techniques in Management - N D Vohra, 4th Edition,Tata McGraw Hill, 2nd
reprint, 2011.
4. Operation Research - Hamdy A. Taha, 8th Edition, 2008, Pearson
Education. THM Publication.
5. Quantitative Analysis for Management - Barry Render, Ralph M. Stair,Jr.,Michael E.
Hanna, T N Badri, Edition11th -, 2012,
Pearson, Education.
6. Quantitative Methods for Business - Anderson, Sweeney & Williams,
Cengage Learning, Edition Tenth, 2010.
7. Essentials of Operations Research – K Shridhara Bhat, Edition second , 2010, &
Quantitative Techniques Himalaya Publishing House.
8. Quantitative Techniques for Managerial

Decisions – R B Khanna, Edition second, 2013, PHI
Learnings.
9. Quantitative Techniques for managerial decision making, 2010, J K Sharma, Mac Milan.
E Books:
Sr. Subject Name of the Book Author's Publication Edition
No. Name
1) Decision sciences II Operations Handy Taha A Pearson 8th Edition

research: Education India
2) Decision sciences II An introduction to J. Sharma K Mac Milan 5th Edition,
Operations 2013
Research
3) Decision sciences II Operations Mariappan, P. Pearson 2014

Research: An
Introduction
4) Decision sciences II Operations Natarajan, A. 2014

Research, 2e M.
Title : Research Methodology

Course code : 16237
PGDM Batch : 2016 - 2018
Course faculty : J K Nanda, Neena Nanda,
No. of Credits : 3
Course Objectives:
The intent of the course is to provide an introduction to, and a basic grounding in, fundamental
research methods as they relate to the modern practice of management and to academic research.
The topics that will be covered, as well as the practices and tools that you will acquire, will assist you
in being more effective designers and consumers of applied research related to all of the domains of
management practice a cross disciplines.
Course content :
1) Introduction to business research methodology.
2) Research process.
3) Qualitative research
4) Measurement & Scaling.
5) Questionnaire designing,
6) Data collection methods.
7) Experimental Research designs
8) Use of computer software in data analysis
9) Quantitative Analysis using One sample ‘T’ test, two sample ‘T’ test, Paired sample ‘T
’test, ANOVA, Correlation, Linear Regression, Multiple regression and Chi-square Tests.
10) Report writing and project presentations
Text Book :
1) Research methodology - Dr Deepak chawla, Neena Sondhi, Vikas
publishing, 2011.
Reference Books:
1) Business Research Methods - Cooper and Schindler, Tata McGraw-Hill, 11th
edition 2013.
2) Business Research Methods – William Zikmund , Cengage publications
Eighth edition, 2010.
3) Human Resource Research Methods - Dipak Kumar Bhattacharyya,Oxford university
press, 2007.
4) Business Research Methods – Alan Bryman,Emma Bell, Dreamtech Press
2006
5) Research Methodology - C.R. Kothari, New Age International
publishers, 3rd edition, 2015.
6) Marketing Research - Naresh K Malhotra, Pearson Publishers,
Sixth edition, 2011
E Books:
Sr No Subject Name of book Author Name Publication Edition
1 Research Sem 2/ Part 1 Krishnaswamy O. R

Methodology Satyaprasad B. G. Himalaya 1st Ed,
Publication
2010
2 Research Management Krishnaswamy, K. Pearson 2011

Methodology Research N.;Sivakumar, Appa
Methodology Iyer;Mathirajan,
Course Code : 16208

Course Title : Corporate Finance
No. of Credits : 3
Class contact hours : 30
Objectives :
The primary aim of this course is to make students aware about the various functions
that a finance manager has to perform. The course is based on understanding of structured
decision making in three interrelated disciplines in finance viz. Investment (long term basis);
financing decisions and policies related to dividend payments.
Contents :
 Introduction of Financial Management
 Sources of long term finance
 Time Value of Money
 Concept & Measurement of Cost of capital
 Valuation of Bonds and Securities
 Leverages
 Capital Structure Theories and Designing Capital Structure
 Dividend Policies and Factors affecting dividend policy
 Capital Budgeting - Introduction, NPV, IRR, ARR, PBP, PI
 Capital Budgeting – Estimation of Cash Flows and Replacement decisions
Text Book:
 Essentials of Financial Management - I.M. Pandey, Vikas Publication, 3rd Edition,

2011
Reference Books:
1. Financial Management - Khan & Jain, Tata-McGraw, 6/e, 2011
 Fundamentals of Financial Management - Prasanna Chandra, McGraw-Hill, 6/e,2014

 Financial Management - I.M. Pandey, Vikas Publications, 10/e,
2010
 Financial Management - - Prasanna Chandra, Tata
Theory & Practice McGraw-Hill, 7/e
 Financial Management & Policy - Van Horne, Prentice Hall, 12th Edition,2003
 Principles of Corporate Finance - Brealey Myers, Allen, C. P. Mohanty,
Tata-McGraw, 8thEdition, 2007
 Financial Management - Keown, Martin, Petty, Scott, PHI, 9th Edition,
2002
E-Books:
1. Financial Management - M Y Khan, Tata McGraw-Hill Education, 2011
2. Financial Management - I M Pandey, Vikas Publishing House Pvt Ltd,
Nov 2009
1. Financial Management - Paramasivan, C. Subramanian, T., New Age
International. 2009
Course Code : 16231
Course Title : Managing People and Organisation – II
Objective:
 To understand the basic concepts and theories and practices underlying individual behavior
besides developing better insights into one's own self.
 To understand the importance and utility of knowing the different type of transactions in
interpersonal behavior.
 To understand individual behavior in groups, dynamics of groups and team building besides
developing a better awareness of how they can be better facilitators for building effective teams
as leaders themselves.
Content:
 Introduction to Organisational Behaviour

 Individual Behaviour
a)Personality, Ability & Learning
b)Perception and Decision Making
c)Motivation, Emotions & Moods
d)Values, Attitudes and Job Satisfaction
 Inter Personal Behaviour & Transactional Analysis
 Foundations of Group Behaviour- Teams & Groups,
a)Group Decision Making, Creating Effective Teams
b)Leadership, Contemporary Approach to Leadership
c)Power & Politics
d)Conflict & Negotiation
 Organization System- Organization Culture & Climate
a)Organizations Structure & Design
b) Organizational Development & Change Management
Emotional Intelligence & Stress Management
Work Life Balance
Spirituality at Workplace
Text Book:
1) Organizational Behaviour – Stephen Robins, T.A. Judge, S.
Sanghi, Prentice Hall of India, New
Delhi, 13th Edition,2009.
Reference Books:
1. Organizational Behaviour - K. Aswathappa, Himalaya Publishing
House, 7th Edition, Mumbai, 2007.
2. Organizational Behavior - Fred Luthans, McGraw Hill, New
Delhi, 1995.
3. Understanding Organizational Behavior – Udai Pareek, Oxford, 3rd Exition New
Delhi, 2004.
4. How to become better Negotiator - Pertterson James, American Mgmt.
Asso., New York, 1996.
5. Organizational Behaviour Challenges.- D.L. Nelson & J.C. Quick, Thomson
Foundations, Realities and publisher,
3rd Edition, New Delhi, 2006.
6. Organizational Behaviour - S.L. Me Shane, M.A. Von G Liinow,
Radha R. Sharma, 2008, 2nd Edition,
Tata Mc Graw Hill.
7. Organizational Behaviour - Schermerhorn, Hunt & Osborn, 2006,
9th Edition. Wiley.
8. Organizational Behaviour - V.S.P Rao, 1st Edition, 2009, Excell
Books
9. Management and OrganizationalBehaviour -
K. Aswathappa & G. Sundarsan
Reddy, 2008, 1st Edition, Himalaya
Publication.
10. Organizational Behaviour, Concepts,
Realities, Applications, Challenges - P.G. Aquines, 2006, 1st Edition, Excel
Books
E-Books:
1) Organizational Behaviour - Nair Suja R, Himalaya, 1st edition
2010
2) Essentials of OB - Stephen Robbins, Semma Sanghi
DORLING KINDERSLEY, 10th Edition
Course Code : 16201

Course Title : Introduction to Advanced Excel and Macros
No. of Credits : 3
Contact Hours : 30
Advanced Excel – Version 2010
Overview:
This program is designed for students who are already familiar with the basics of Microsoft
Excel, and who would like to work with more advanced features of Microsoft Excel that help in
improving their efficiency of working with worksheets, analyzing data, creating MIS reports, and
automating various tasks.
Objectives:
This Advanced Excel training program will empower the participants to be able to do the
following:
Performing complex calculations more efficiently, using various Excel functions.

Organizing and analyzing large volumes of data.
Creating MIS reports.
Designing and using templates.
Analyzing data using chart
Consolidating and managing data from multiple workbooks.
Recording Macro to automate work
Content:
Modules Topic
Module 1 Overview of the Basics
Module 2 Working with Cell Reference
Module 3 Working wit Formulas & Functions
Module 4 Sorting & Filtering data
Module 5 Working with Styles & Formatting
Module 6 Working with Vlookup & Index and Match
Module 7 Working with Range Names
Module 8 Data Validation
Module 9 Working with Templates
Module 10 Working with Reports
Module 11 More Functions
Module 12 What-If Analysis
Module 13 Data Form
Module 14 Workbook Sharing and Auditing
Module 15 Working with External Data
Module 16 Using Macro
Course Code : 16204
Course Title : Business Communication II
No. of Credits : 3
Contact Hours : 30
Objectives:
By the end of the course, student will be able to:
 Understand the importance of Business Writing at the modern workplace
 Appreciate cross cultural communication across the globe
 Analyse company profiles and interpret job descriptions
 Recognize the significance of effective resume building
 Master the art of developing professional Business Proposals
 Create & deliver powerful presentations
Course Outline
 Agenda & MOM
 Persuasive Writing / Creative Writing
 Business Proposals
 Company Profiling
 Communicating across cultures
 Resume Building
 Business Etiquette
 Cross Cultural Communication
 Creating and Delivering Presentations
Text Book: Study material to be given by the resource person.
Reference Books:
1. Business Communication (Connecting
Hory Sankar Mukerjee. 1st Ed.,Oxford
At work).
Meenakshi Raman & Sangeeta
2. Technical Communication Sharma , 2nd Ed.,Oxford University
Press, 2010
Lehman, Dufrene, Sinha, Cenage
3. BCOM WHAT''S INSIDE
learning. 2nd Ed., 2012.
Session Flow:
Sessions 1& 2 Road Map, Agenda & MOM
Sessions 3 Persuasive Writing / Creative Writing
Sessions 46 Business Proposals
Sessions 79 Company Profiling
Sessions 10 Resume Building
Sessions 11 & 12 CrossCultural Communication
Sessions 13 &14 Team Building & Conflict resolution
Sessions 15 & 16 Business Etiquette
Sessions 1720 Creating & Delivering Presentations
Course Code : 16207
Course Title : Consumer Behaviour
No of Credits : 3
Class contact hours : 30
Objectives:
 The course aims to provide students with an understanding of consumer
behaviour
 To acquaint students with the factors which influence consumer behaviour
through the decisionmaking process and cultures of consumption
 To outline the links between consumer behaviour research and marketing theory
and practice.
 To make the students understand the effect of personal traits and social
influence on the behavior of the consumer, which can be used for developing
the proper marketing strategy.
Contents:
Consumer Decision Making Process
Consumer Perception, Involvement & Memory
Consumer Motivation and Personality
Perception, Conditioning and Learning
Belief, Attitude and Behavior
Communication and Persuasion
Group Dynamics and Consumer Reference Groups
Social Class, Family.
Culture & Subculture
Household decision making
Diffusion of innovations
Consumer Decision Making Models EKB, HowardSheth Model
Consumerism
Prosumer and Co Creation
Text Book:
1. Consumer Behaviour Leon Schiffman& Joseph Wiseblit& S
Ramesh Kumar, 11 Edition, Pearson, New Delhi, 2015.
th
Reference Book:
1. Consumer Behaviour Satish K. Batra and Kazmi, Excel Books,
2010
2. Consumer Behaviour A Managerial Perspective by Jagdish
Seth, 2nd Edition, Thomson Southwest
Learning, 2004.
3. Consumer Behaviour Henry Assael, 6th Edition, Thomson
Southwest Learning, 2006.
4. Consumer Behaviour in India Suja Nair, 1st Edition, 2006,
Perspective Himalaya Publication
5. Consumer Behaviour Blackwell,Miniard and Engel, Cengage
Learning, 2006
2010
Learning, 2004.
8. Consumer Behaviour Wayne D. Hoyer, Deborah J. Macinnis&
PinakiDasgupta, 1st Edition, 2008,
Biztantra
9. Consumer Behaviour in Srivastava K.K. &KhandalSujata,
Indian Context 1st Edition, 2005, Galgltia Pub (P) Ltd.
India.
10. Consumer Behaviour& Branding S. Ramesh Kumar , Pearson , 2011
11. Consumer Behaviour Suja Nair, 1st Edition, 2006, Himalaya in
India Perspective Publication
12. Consumer Behaviour Blackwell,Miniard and Engel, Cengage
Learning, 2006
13. Consumer Behaviour Leon Schiffman& Leslie Kanuk, 9th
Edition, Printice Hall, New Delhi, 2007.
2010
Learning, 2004.
17. Consumer Behaviour Henry Assael, 6th Edition, Thomson
Southwest Learning, 2006.
18. Consumer Behaviour and The A business guide to CRM

CRM Handbook By Jill Dyche10thed 2011 Pearson
Education Inc.
19. Consumer Behaviour & Assael Henry, 6th Edition, 2006,

Marketing Action Cengage Learning, 2009
51 ITM, PGDM iConnect– Retail Mktg. Mgmt. Syllabus 2016 - 18

21. Consumer Behaviour and A business guide to CRM

The CRM Handbook By Jill Dyche10thed 2011 Pearson
Education Inc
22. Consumer Behaviour Wayne D. Hoyer, Deborah J. Macinnis&
PinakiDasgupta, 1st Edition, 2008,
Biztantra
23. Consumer Behaviour in Srivastava K.K. &KhandalSujata,
Indian Context 1st Edition, 2005, Galgltia Pub (P) Ltd.
India.
Course Outline
COURSE OBJECTIVES:
Consumer Behavior is a review of conceptual models and empirical research in
consumer behavior. The major topics include decision processes, social and cultural
influences, information processing, and social and cultural issues in consumer
behavior and marketing. Emphasis will be on the usefulness of the material in an
applied or managerial context. It is intended that, through required reading and
assignments and classroom lectures, the student will acquire:
● A basic knowledge of the ideas and concepts of consumer behavior.
● A finer appreciation for how a deep understanding of the individual consumer is
integral to a true understanding of the marketplace.
● A greater ability to apply one's knowledge of the individual consumer to the
solution of marketing and business problems.
● A greater ability to apply one's knowledge of the individual consumer to
problems across sectors, whether public, private or notforprofit, including
the provision of social services and the formulation of public policy.
● A greater ability to communicate ideas and recommendations clearly and
concisely, orally and in written form.
Consumer Behavior is an interesting subject to teach and to learn because we begin
by already knowing more than a little about it; for we are, after all, consumers
ourselves. On the other hand, it is a complex and eclectic subject in which no one has
all the answers. You will find in the course of our discussions that many questions will
have no definitive answer, and I assure you there will be others for which I will not
know the answer. Therefore, we shall draw upon our collective expertise as
consumers, and lively classroom discussion to explore the many facets of consumer
behavior, to find what answers we can, and short of that, to find ways of framing
problems in a practical and useful manner.
In a nutshell, this course will

● Examine the role of consumer behaviour and review its theoretical justification;
● Introduce the main concepts, principles, and terminology of consumer behaviour;
● Study environmental forces in modern markets and the behaviour of buyers
within them;
● Familiarize participants with the main elements of effective marketing strategy
through consumer behaviour aspects; and
Course Content
Consumer Decision Making Process & Decision Making Units
Consumer Research
Social and Psychological Forces on Consumer Behavior
Family and Reference Groups
Household Decision Making
Cultural and subculture
Social Class
Consumer Perception, Conditioning and Learning
Belief, Attitude and Behavior
Communication and Persuasion
Diffusion of Innovation
Pedagogy:
This will include lectures, discussions, case studies, and group exercise, assignments,
project works and presentations. Each major topic will be introduced through a
marketing case let that will enable the student to appreciate the topic.
Evaluation:
Students are evaluated on continuous basis. Creative thinking and originality of work
would attract maximum marks.
Surprise Quiz 5 Marks
Individual Assignments & Project Presentation 10 Marks
Case Study Analysis 10 Marks
Class Test 15 Marks
Total Internals 40 marks
End Term Examination 60 Marks
Total 100 Marks
Session Plan
Session 1 Introduction to Consumer Behaviour
Consumer Trends
Session 2 Visit Hypercity, Dmart and Kirana store. Find what targhet segment
they cater to? What are the marketing strategies they use to attract

customers? What Cb implications do you observe?
Session 3 Culture
News Paper( Brand Equity) Articles
Session 4 Subculture, cross culture
Session 5 Case Study: Colgate Max Fresh Global Brand Roll Out
Session 6 Social Class
An increasing middle class is hard to ignore
C2: Key to buyer's mind: Indian women, p 54, batra
Discuss C1, E2
Session 7 Indian Social Class
Marketing White book
Discuss
Session 8 Presentations on White book
Sector wise
Session 9 Household/Family Lifecycle
Kids influence on family purchase
Discussion of Newspaper Articles
Session 10 Reference groups ; Opinion Leaders
Millennials
Understanding women,
Session 11 P4: Interview managers of the clothing department of several
department stores. Ask whether the department seek to attract any
specified reference or social group. How were the groups identified.
What promotional policies attempt to attract these groups.
Discuss
Session 12 Diffusion of Innovation
Consumer Insights; Emotions and Paradox of tech, p 360 Batra
Younification
Session 13 Perception
Session 14 Perception: Case Presentations
XYLUS Exploring Consumer Perception
Session 15 Learning and memory
Session 16 Case Presentation: Evoe Spring Spa – A positioning Dilemma
Session 17 Personality

Quiz and Class Exercise
Session 18 Attitude Influence
Session 19 Attitude & Behaviour
Case Study: Launching Crispy Naturals
Session 20 Consumer Decision Process
Projects,
HBR Cases:
1) Branding India’s Artisanal Crafts for Mass Retail: Launching
Crispy Naturals
2) Launching Crispy Naturals
3) Xylus : Exploring Consumer Perception
4) Colgate Max Fresh , Global Brand Roll out
Course Code : 16234

Course Title : Retail Operations & Mall Management
No. of Credits : 3
Contact Hours : 30
Objectives:
To expose students to all aspects of retail store operations
To help students appreciate the importance of ambiance and aesthetics within a
retail store
To introduce students to the concept of franchising as a means of distribution of
goods and services
To enable students to understand the day to day functioning of a mall
Retailing
Introduction to Retail: What is Retail?Functions of a retailerThe MarketingRetail
equationThe Rise of the Retailer –Proximity to customer –Rise of consumerism
Global retail marketChallenges and opportunities Empowered consumerTechnology
enabled effectivenessEvolution of Retail in IndiaDrivers of Retail change in India
Emergence of young earning IndiaSize of Retail in India: Clothing ,Textiles and
Fashion accessories
Food And Food servicesBooks & Music, Communication accessories –Emerging

SectorsFDI in retail Retail Realities : Beyond Urban Boundaries –Challenges to
Retail Development in India –Threat of new entrants –Substitutes, Bargaining Power
of suppliers and buyers, Intensity of rivalry
Retail Models And Theories Of Retail Development
The Evolution of Retail formats –Theories of retail developmentEnvironmental,
Cyclical and Conflict TheoryThe Concept of life cycle in RetailInnovation,
accelerative growthMaturityDeclinePhases of growth in retail marketsBusiness
models in retail Classification based on ownership /Merchandise
offered/Franchising /Non Store Retailing/Direct selling/Direct response
marketing/Telemarketing/Fairs and Road Shows/Event Management/Automated
Vending/kiosks/ The Cash & Carry/credit Marketing/Brand Management.
Customer Relationship Management (CRM)
CRM : What is CRMCommon MisconceptionsDefinitionComponents off CRM
Defining CRM Concepts –Customer Life CycleB2B CRM Understanding Goal of
CRM
Using Customer touch points –Deciding who should lead the CRM Functions :
Marketing/Sales/Customer Services/ Product SupportChannel and other partners
CRM Planning –Developing StrategyBuilding CRM ComponentAnalyzing and
Segmenting CustomersTaking it to Customers –Get Ready: Avoiding Common
Barriers, GETSET: Organizing for success and go: Developing your CRM strategy
CRM Building: Infrastructure, Information, Process, Technology, People –Managing
quality information, Quality systems, Customer privacy.
Services Management:
Distinctive characteristics service operationsService Bench markingService strategy
Designing the service enterprise –Service qualityService facility locationManaging
service operationsServiceSupply relationships vehicle routing.
Marketing Channels, Brand Management, Franchising:
Marketing channel systems –Concepts, participants, environment, behavioral process
–Developing the marketing channelStrategy, design, channel platform
Product/Pricing
issues/ Parameters/ Brand managementpositioning and Repositioning –Franchising
Mall Management
Retailing in the TwentyFirst Century Real Estate Product Response to Retail
Demand Legal Considerations Confronting the Shopping Center Industry
Analyzing Market Demand for Shopping Centers Analyzing the Specifics of Retail
Markets The Formats Employed in New Retail Strategies Planning: Designing, and
Renovating Retail Properties Developing and Investing in Local and Community
Centers, Highway Retail, Super Retail Malls The Competitive Positioning of
Business Districts Operating and Managing Retail Centers The Business and

Promotional Aspects of Retail Centers Sales Agency Marketing of Shopping Centers
Appraising Retail Properties Facility management for Malls
Text Book:
1) Store Operations - Vishal Agarwal, Biztantra, 1st edition, 2011
Reference Books:
1. Store Operations - Sriram B Iyer 1st Edition, Tata Mc Graw Hill
Education, 2011
2. Retailing Management - Levy, Weitz & Pandit, Tata McGraw Hill
2012, 8h edition
3. Retailing Management - Pradhan- Tata McGraw Hill, 4th Edition, 2012
4. Mall Management - Sheikh & Fatima, Himalaya Publishing, 1 st
edition, 2009
5. Mall Management - Abhijit Das, Taxmann Publication, 2nd
edition, 2007
6. Retail Store Operations - Sriram Iyer, Tata McGraw-Hill, 1st edition, 2011
List of e-books
1. The Shopping Experience - Colin Campbell & Pasi Falk, Sage Publications, 1997.
2. 10 Weeks to a better retail - Philip Mitchell,Discovery Based Retail , 2012.
operation (Kindle Edition)
Course Code : 16238

Course Title : Retail Lab & Visual Merchandizing
No of Credits : 3
Contact Hours : 30
Objectives:
The preliminary objective of the course is to expose students to the various
verticals and formats which define modern retail trade in India.
The course also intends to impart to students the rudiments of visual
merchandising and store layout, which would be complemented with instruction
on other aspects of retailing given in other courses.
This course aims to impart insights to students about store layout, visual
merchandising, vendor relations, human resources management, category
management and marketing communications in a retailing environment. After
the requisite number of classroom based lectures, this course will be spread
across 10 weeks where, every week, a group of students would be allotted a
format and asked to run the store for a day.
Content:
Retail Verticals
1. Fashion Retail

2. Luxury Retail
3. Food & Grocery Retail
4. Home & Office Improvement
5. Leisure & Entertainment
6. CDIT
7. Catering Outlets
8. Fitness & Personal Care
9. Rural Retail
10. Cash 'n' Carry
11. Automobile Retailing
12. E-tailing
13. Private Labels
Visual Merchandising
1. Introduction to Visual Merchandising
2. Planning & Developing Visual presentation
3. Materials, Props and Tools & Fixtures
4. Principles and Elements of Design
5. Store fronts - Window structures, Interiors & Fixturing
6. Color
7. Lighting
8. Sign age and Graphics
9. Execution of Display
10. Store Layouts
11. Exterior Displays
RETAIL SIMULATION LAB – EVALUATION PARAMETERS
1. Store Branding – Functional and Emotional Attributes

2. Communication – Out-of-store and In-store
3. Store Layout – Format specific
4. Visual Merchandising / Arrangement of Merchandise
5. Salesmanship
6. Seamlessness in operations
7. Post simulation Clean-up
8. Video / snapshots of Preparations and one specific challenge
TEXT BOOK
1. Visual Merchandising - Swati Bhalke & Anuraag S, Tata McGraw Hill,
1st edition, 2010
Reference Books:
2. Applied Visual Merchandising – Kenneth, Prentice Hall of India, 2 nd edition,
1995
3. Store Design and Visual - Business Expert Press, 1st edition, 2011
Merchandising: Creating Store (New York) [Available at EBSCO
Spaces that Enxourage (http://search.epnet.com)]
Buying (ebook) – Claus and Garous,
Consumer Behavior Collection,

4. Retail Merchandising – Manish Sidhpuria, 1st edition, 2009, Tata
McGraw Hill
List of e-books
1. Store Design & Visual Merchandising, - Business Express Press 2011.
Creating Store Space that encourages
buying,Claus Ebster & Marion Garaus,
2. Minding the store , - Stanley Marcus, University of North Texas
Press 2013, (Kindle Edition).
Course Code : 16203
Course Title : Brand Management
No. of Credits : 3
Contact Hours : 30
Objective:
• To make the students understand how to evolve and implement appropriate product
market strategies and use the other necessary marketing tools to make better product
and branding decisions.
• This course also aims to make the students understand the importance and relevance for
branding in today's competitive scenario.
Contents
• Introduction to the concept of Brand

• Building Brand Equity
• Brand Positioning & Values
• Designing & Implementing Branding Strategies
• Introducing & Naming new products & brand extensions
• Managing Brands over time
• Managing Brands over Geographic Boundaries & Market segments
• Different types of Brands
• Brading in different sectors
Text Book:
1. Strategic Brand Management
- Kevin Lane Keller, Pearson,3rd
Edition, 2013
Reference Books:
1. Brand Management Principles and
Practices - Kirti Dutta, Oxford
Publication, 1st Edition, 2012
2. Product Policy & Brand Management - A.K. Chitale & Ravi

Gupta, PHI Learning,
1 Edition, 2011

Course Code : 16233

Course Title : Marketing & Retail Research
No of Credit : 3
Contact Hours : 30
Objectives:
The purpose of this course is to make you a knowledgeable research consumer
and a beginning practitioner. The focus will be on qualitative (exploratory) and
quantitative research execution and the application of research findings and
analysis in decision making. The course is geared toward the practical
application of research, though gaining a working knowledge of certain
terminology will be important. Specific learning objectives are to:
Understand the relationship between market research and decision making.
Learn the processes used in formulating and conducting market research
projects
Understand of the market conditions under which research may be undertaken,
and the impact of these conditions on the type of research to be conducted,
including the methodology and project management
Comprehend the range of qualitative and quantitative techniques and methods
available in market research, including applicability and limitations
Be able to use the language of market research as it is used by practitioners and
business people
To introduce students to the scope and functions of Marketing Research.
To develop an informed, analytical approach to the study of markets and
customers.

To help students gain the skills required for marketing research through the
experience of working on a marketing research project.
Contents:
The purpose of this course is to introduce students to the basic concepts of
marketing research; to develop an appreciation of the role of marketing; to instill
practical marketing research skills; and to make them intelligent seekers and
users of marketing research services and reports. Topics to be covered include:
The nature and scope of Marketing Research, Role of research in the marketing
management; objectives of marketing research; nature and scope of marketing
research; scientific method and research designs; approaches to gathering
marketing intelligence; research designs; the marketing research process;
problem formulation; primary and secondary data; types of date data collection
methods; data collection forms; data collection procedures; sampling; data
analysis; descriptive statistics, use of software packages.
Unit 1
Knowledge, Knowledge creation. Epistemology. Science & Scientific method.
Falsification, Scientific Theory. What is research?
Unit 2
Introduction to Marketing Research. Inductive & Deductive research. Theory
building & Theory Testing, Concept, Proposition, Hypothesis, Ladder of
abstraction.
Unit 3
Types of research. Exploratory, Descriptive & Causal Research. Primary &
Secondary Research. Basic & applied research. Cross-sectional vs. Longitudinal
Research. Case study vs. Experimental Research. Qualitative & Quantitative
Research.
Unit 4
Research process stages. Research Design, Qualitative Research, Various
methods of Exploratory research, Focus Group Discussion, Projective techniques,
TAT. Descriptive & Causal Research.
Unit 5
Measurement & Scaling. Nominal, Ordinal, Interval & Ratio scales. Attitude
measuring scales. Likert scale, Semantic differential & paired comparison scales.
Sorting, Ranking & Rating.
Unit 6
Sampling, Sampling frame. Sampling error. Types of Probability & Non
probability sampling methods. Stratified, Cluster, Snowball, Judgment, Quota,
Convenience, Simple random & Systematic sampling.
Unit 7
Variables, Type of variables. Independent & dependent variables. Moderating,
Mediating, Extraneous, Noise, Spurious & Suppressor variables.
Unit 8
Questionnaire design, Phrasing questions, Various types of errors in designing
questionnaires. Data collection methods. Fieldwork. Survey Research, Errors in
survey research. Experimental Research, Control & Extraneous variables,
Factorial Designs.
Unit 9
Hypothesis testing. Null hypothesis, alternate hypothesis. Type 1 & type 2 errors.
Confidence and significance interval. Parametric & non-parametric tests.
Unit 10
Introduction to SPSS, data entry and data transformation. Coding questionnaires
to SPSS. Transferring data from excel to SPSS. Data analysis, Editing. Missing
values. Cross tabulation. Data transformation. Univariate and Multivariate
analysis.
Unit 11
Analysis of managerial problems & interpretation of output using SPSS of the
following tests:
t- test, z-test
ANOVA
Chi-square
Discriminant analysis
Factor analysis
Correlation & Regression
Cluster analysis
MDS (Multidimensional Scaling)
Text Book:
1) Marketing Research - An Applied Orientation, 6th Edition,
Naresh Malhotra., Prentice Hall
India, 2010
References Books:
1. Marketing Research - Aaker, Day, and Kumar,rep 2007
9th ed., John Wiley & Sons
2. Business Research Methods - Zikmund,2003, 7th ed.,Thomson
Asia
3. Marketing Research - A Problem Solving Approach,
Sudman and Blair 1998
4. Marketing Research - Parusuraman, Grewal & Krishnan,
Biztantia, 2007
5. Marketing Research - Bradley, Oxford, 2008.
6. Marketing Research - G.C. Beri, TATA Mc Graw Hill, 2008.
7. Marketing Research - S. Shajahan, Mc million, 2005
8. Marketing Research - Nargundkar, Tata Mc Graw Hill,
2006
9. Marketing Research - Debashis Pati, Universities Press,
2003
10. Marketing Research - Hair, Bush, Ortinau, Tata Mc Graw
Hill, 2006.
List of e-books
1. Marketing Research - Suja Nair, Himalaya Publishing House, 2009.
2. Marketing Research - Avinash Kapoor& Chinmaya Kulshreshtha,
(Kindle Edition) , Excel Books , 2014.
Course Code : 16235

Course Title : NGO Internship
No of Credit : 1.5
Contact Hours : 15
Objectives:
This is a novel initiative by ITM in which the students have to undertake a one
month project with a NGO or CSR department of an organisation. In addition, the
students will also be engaged in various UTKARSH committees (Unleashing The
Knowledge and Reaching to Starry Heights) and special addresses given by top
class motivational and spiritual leaders.
• To understand the role of NGO in social welfare and development.

• To understand the managerial role in social work.
• To learn management practices of NGOs.
• To sensitize the students towards poor and underprivileged.
No specific contents are prescribed. It depends upon the nature and scope of
project. No specific books. Report writing will follow a specific format to be given
to the students at the time of internship
Course Code : 16221

Course Title : Industry Internship (IIP)
No of Credit : 6
Contact Hours : 60
Objectives:
Industry Internship Project (IIP): Five-month Industry Internship, a part of
second phase of Semester II, starts in April and ends in August . It is aimed at to
providing exposure to the real life-working environment of an organization. This
learning stint with the industry is envisaged to put an intern into multiple roles
say an executive assistant, a research assistant, an office assistant, a
subordinate, an intern etc under his guide, mentor and a boss - all in one. These
multiple roles require different kind of soft skills, attitudes and hard skills which
an intern needs to display. The faculty who is embedded in the internship can
play vital role in terms of conceiving and executing the project by imparting
insights to the company guide and in turn also get lot of inputs from the
company guide. Needless to say, this cross fertilization of ideas will enrich the
quality of the project.
SEMESTER III
Course Code : 16348
Course Title : STRATEGIC MANAGEMENT
No. of Credits : 3
Contact Hours : 30
Course Overview:
Strategic management is an integrative course that challenges students to study and

experience multifunctional problems that confront top management. The course will allow
students to bring together all of their learned functional skills (i.e., accounting, finance,
marketing, etc.) and use them to study organizational problems within the context of real
world business.
Course Objectives
On having completed the course you will be able to:
Understand the strategic management model, its components and processes.
Understand the relationship between strategic management and business and corporate
objectives and strategies.
Analyze business cases using the strategic management model to apply the theoretical
concepts to real business situations.
Learn how to make business decisions based on strategic management analysis.
Course Content
Chapter 1 Strategic Management and Competitiveness
Chapter 2 The External Environment: Opportunities, Threats, Competition, and
Competitor Analysis
Chapter 3 The Internal Organization: Resources, Capabilities, Competence &
Competitive Advantages
Chapter 4 BusinessLevel Strategy
Chapter 5 Competitive Rivalry and Dynamics
Chapter 6 CorporateLevel Strategy
Chapter 7 Strategic Acquisition and Restructuring
Chapter 8 Global Strategy
Chapter 9 Cooperative Implications for Strategy
Chapter 10 Corporate Governance and Ethics
Chapter 11 Structure and Controls with Organizations
Chapter 12 Leadership Implications for Strategy
Pedagogy :
Classroom lectures, Book reviews, movie reviews, discussions, case studies, live projects,

assignments, presentations.
Evaluation :
Project Report

20 Marks
Assignments/case study/ Presentation
20 Marks
End Term examination
60 Marks
Total
100 Marks
Textbook:
Strategic Management – A southAsian perspective – Hitt, Ireland, Hosskinson, Manikutty
References:
Economics of strategy – Besanko et al
Strategy and the business landscape – Pankaj Ghemawat
Blue ocean strategy
Sessionwise Course outline
Compulsory Reading: Relevant chapters from the prescribed textbook
before and after
completion of every session.
Sessions Topic Covered Compulsory Bonus Reading

Reading
12 Introduction to Strategic Strategy, blind men and the elephant b
Management, Organizations and Chapter 1 Henry Mintzberg
strategy What is Strategy? What is Strategy Books: The Mckinsey mind
by M.Porter On War – Carl von Karlswitz
The book of five rings – Miyamoto
Mukashi
34 Strategic Management and Building your Book: Mind of a strategist by Kenich
competitiveness company's vision Ohmae
– Collins; Porras Goal – Eliyahu Goldratt
56 The External Environment: Chapter 2 Strategic windows – D.Abell
Opportunities, Threats, Horizontal & Book – Built to last
Competition, and Competitor vertical Readings from Besanko et al
Analysis boundaries of
firm
78 The Internal Organization: Chapter 3 Strategy as revolution by Gary Hamel
Resources, Capabilities, Core Competency Book The undercover economist
Competencies, and Competitive

Advantages
9 BusinessLevel Strategy Chapter 4 Market share – A key to profitability –
Case: People R.Buzzell
Express
Book: Profit Zone by Adrian
slywotzky
1011 Competitive Rivalry and Chapter 5 Top 12 strategists

Dynamics Industry Analysis – 5 Case: Crown cork and seal
forces Clusters and Book: Competitive advantage –
Outcomes of Environment and competition M.Porter
industry analysis
12 CorporateLevel Strategy Chapter 6 Book: Blue ocean strategy

Blue ocean
strategy
13 Strategic Acquisition and Chapter 7 Book: Commitment by Pankaj
Restructuring Ghemawat
1415 Global Strategy Chapter 8 Five ways to grow the market and
create value by A.Karnani
Book: Transnational management –
Sumantra Ghoshal
16 Cooperative Implications for Chapter 9 Book: Gung Ho by Ken Blanchard
Strategy Coopetition
17 Structure and Controls with Chapter 11 Book: Fifth discipline – Peter Senge

Organizations HBR Leading the
revolution
Orgainzational
growth
18 Game theory Book: A beautiful Mind
19 Project Templates and Strategic analysis of the chosen firm
tools for analysis
20 Key Strategic tools and models Presentation
Course Code : 16305
Course Title : Business Ethics & Corporate Governance

No of Credit : 1.5
Contact Hours : 15
Course Objectives:
To enable the students to understand the importance of ethics and ethical behavior in personal
and professional life; to make the students aware of the potential of ethics as a game
changer in the fight against fraud and scams so common today; thus enabling him to
make ethical behavior second nature and a way of life.
To make the students aware that organizations have to go beyond legal compliance alone and
work for the welfare of all stakeholders.
To enable the students to understand the concept of corporate governance and transparency
in business operations.
Course Contents:
Introduction and overview of business ethics and morality and societal framework
Ethics in business and ethical dilemmas
Business systems and environments
Ethics in the marketplace and consumer protection
Ethics in HRM, Marketing, Finance, Operations, etc.
Concept of Corporate Governance – Cadbury and K. Birla reports
Role of the regulatory framework – SEBI, TRAI, RBI and Role of Board of Directors
Corporate Governance Mechanism – Indian Scenario,Anglo-American Model, German
Model,Japanese Model
Ethics, Corporate Governance, CSR and sustainability
Text Book:
1. Ethics in Business and Corporate – S. K. Mandal (2nd Ed). Tata-McGraw Hill.
Governance
Reference Books:
1) Business Ethics: Concepts & Cases - Manuel Velasquez (PHI).
2) Business Ethics – A. Crane and D. Matten (2nd Ed–Oxford Univ
Press)
3) Corporate Governance – H. R. Machiraju ( 2nd Rev Ed – Himalaya Pub
House)
4) Report of the Committee on the - 1992 – Adrian Cadbury.
Financial Aspects of Corporate
Governance -
5) Report on Corporate Governance – Narayan Murthy Committee – 2003.
: SEBI
6) A report on Corporate Governance : Kumar Mangalam Birla Committee 1999.
Evaluation:-
Internal assessment =20Marks
Written Test =30 Marks
----------------------------------------------------------------------------------------------------------------
Total= 50 Marks
Internal Assessment:
Sr. No. Activity
1 Group Project /Case Presentation
2 Presentation
3 Multiple Choice Question Test
Total
External assessment:-
End Term Written Exams – 30 marks
Course Outline:
Session Topic Reference Readings

1 Introduction and overview of business
ethics, Ethics, morality and societal
framework
2 Ethics in business and ethical dilemmas
3 Business systems and environments
4 Ethics in the marketplace and consumer
protection
5 Ethics in HRM, Marketing, Finance,

Operations, etc.
6 Concept of Corporate Governance – Analysis of Cadbury's &
Cadbury and K. Birla reports Birla Report
7 Role of the regulatory framework – SEBI,
TRAI, RBI and Role of Board of Directors
Corporate governance – the Indian
scenario.
8 Corporate Governanace Mechanism- Indian
Scenario, Anglo- American Model, German
Model, Japanese Model
9 Ethics, Corporate Governance, CSR and TCS Ethical & CSR Policy
sustainability
10 Evaluations
Course Code : 16319
Course Title : Entrepreneurship
Contact Hours : 15
Objectives:
A blend of entrepreneurial spirit and a trained managerial mind is a potent combination in
any individual. Such individuals stand a much better chance of surviving in the raging
waters of entrepreneurship as well as prove to be successful managers in any organized
business setup.
This course aims to train students who have already been exposed to the functional areas
of business by imparting an understanding of entrepreneurship, the skill required and
applying their own managerial knowledge to overcome the challenges entrepreneurs face.
Contents:
What is entrepreneurship? Intrapreneurship Types of entrepreneurship, Attributes of an
Entrepreneur.
Entrepreneurship skills Leadership, Motivation, Team Building, Creativity & Innovation
Entrepreneurial Cycle Stages in Entrepreneurship
Types of Entrepreneurs – women Entrepreneurs
Idea Generation
Idea Evaluation Mullins 7 Domain Framework
Developing a BModel Osterwald's 9 Block Model
Developing a BPlan
Finance Plan. Financial Tools, Business Plans, Best Practices & Benchmarking
Sources of Funds Self financed, PE, Institutional Funds, Government Agencies
Marketing Plan Commercialising your idea, Growing your Business Scaling up,
Expansion, Diversification, Vertical Integration
HR Plan Organization Structure & Building
Why Businesses fail Adapting to changing environment
Handing Over the Baton Succession Planning
Text Book:
1. Entrepreneurship Rajeev Roy,, Oxford University Press, 2008
Reference Text Book
1. Entrepreneurship: Do You Have What It Takes? Elena Fawkner ,
2. Entrepreneurship David H. Holt ,: New Venture Creation,
Prentice Hall India, 2002
3. Entrepreneurship Strategies & Resources Marc J. Dollinger,, Pearson
Education, 2004
4. The High Performance Entrepreneur Subroto Bagchi,, Penguin Books
India, 2006
5. Entrepreneurship Hisrich Peters, Tata McGraw Hills, 4th Edition

6. Mastering Business in India Chris Boulton & Patrick Turner,, Wiley
India, 1st Ed. 2005
7. What They Don't Teach You at Harvard Business School: McCormack,
Mark H., Notes From a StreetSmart
Executive. Toronto: Bantam Books, 1986'
Entrepreneur/ Entrepreneurship Websites & Magazines
http://www.entrepreneur.com/magazine/entrepreneur/index.html
http://en.wikipedia.org/wiki/Entrepreneurship
en.wikipedia.org/wiki/Entrepreneur_(magazine)
http://www.simmons.edu/som/centers/entrepreneurship/index.shtml
http://www.nenonline.org
www.stvp.stanford.edu
www.sen.stanford.edu
http://www.entrepreneurship.org/
http://www.kauffman.org/
http://www.schwabfound.org/sf/index.htm
Entrepreneur/ Entrepreneurship Magazines & Newspapers
The Economic Times, India Emerging High Flier SME Dialogue
Dare Magazine, Cyber Media Publication, India
E Book :
1) Entrepreneurship : The Seeds Of Success Forbat, John Harriman House
– 2007 Ebscohost
2) Entrepreneurship For Everyone Katz, Jermone – Emerald 2010

Ebscohost
Course Code : 16308

Course Title : Career Management
No. of Credits : 3
Contact Hours : 30
Objectives:
 Enable students to discover their potential and empower them with tools to make
them employable
 Invite people from the Industry for insight on different profiles according to
specialization
 Address the career dilemma of students by soliciting intervention of our esteemed
alums
 Support students to create an effective resume
 Provide students an awareness into the campus selection process by the way of
mock Interviews and Group Discussions
 Simulate the Selection Process and Prepare students for Group Discussions and
Personal Interviews
 Offer personalized and comprehensive feedback to students for their interview
performance by bringing in Industry experts
 To guide students about the “Dos and Donts of the selection process”
Content:
 Self Management
 Industry Insight
 Orientation on GDs, PIs and Resume Building
 Building effective resumes
 Round 1 Panel Interviews with Comprehensive Feedback
 Simulated Group Discussions Caselets and situation based topics
 Round II Panel Interviews with Comprehensive Feedback
Reference Books:
1. A to Z of Interview Prof (Dr. K.C.Padhy and
Madhuchhanda) 1st edition, 2008
2. Effective Group discussions Gloria.J.Galanes & Katherine Adams
3. Facing Group Discussions Dr. Niraj Kumar
Course Outline – Career Management
Sessio Hou
Topic
n no. rs
1 3 Self Management,Expectation Setting and Orientation to Internship

2 3 Industry Insight
3 3 Orientation to Building Effective Resumes, GD and PI
4 First Round of PI with Panel and complete Feedback. Specialization
5 9 Fundamentals, Situation Based / Caselet Based Interviews to be
6 asked with ideal answers as a part of the Feedback
7
6 Group Discussions
8
9
Second Round of PI with Panel, to measure the progress of candidates,
6
10 suggest areas of improvement and provide detailed feedback
Course Code : 16344

Course Title : Services & Retail Marketing
No of Credit : 3
Contact Hours : 30
Objectives:
To learn management of day to day operation in service industry
To increase students’ understanding of the nature and importance of the service
sector in the Indian economy and in other countries.
To aid students in effective decision making in the management of a service
organization.
Students should be able to understand the decision-making process in both
domestic and international service organizations.
Students should be able to understand the decision making process in both for-
profit and not-for-profit service organizations.
Contents:
INTRODUCTION
 Definition –Service Economy –Evolution and growth of service sector –Nature
and Scope of
 Services –Unique characteristics of services Challenges and issues in Services
Marketing.
SERVICE MARKETING OPPORTUNITIES
 Assessing service market potential Classification of services –Expanded
marketing mix –Service marketing –Environment and trends –Service market
segmentation, targeting and positioning.

SERVICE DESIGN AND DEVELOPMENT
 Service Life Cycle –New service development –Service Blue Printing –GAP
model of service quality –Measuring service quality –SERVQUAL –Service
Quality function development.
SERVICE DELIVERY AND PROMOTION
 Positioning of services –Designing service delivery System, Service Channel –
Pricing of services, methods –Service marketing triangle Integrated Service
marketing communication
SERVICE STRATEGIES
 Service Marketing Strategies for health –Hospitality–Tourism –Financial –
Logistics Educational – Entertainment & public utility Information technique
Services
Text Book:
1. Service operations Strategy - Malhotra, christopher love lock, 2007.
Reference Books:
1. Customer Service operation the complete - Blanding Warren, Ama Com, 1997
2. Successful service operations Management

with CD Rom - Meters Richard King Metters, Thomos
India, 2008.
3. Service operation Management - Johnston, robert and clerk, Graham, Pearson

education Delhi 2010.
List of e-books
1. The Customer Service Survival Kit: - Richard S Gallagher, American
Management
What to say to defuse even the worst Association 2013.
customer situations,
2. Retail Marketing : 50 - Ideas, Tips & Tricks for Retailers(Kindle
explosive Marketing Secrets, Edition).
Course Code : 16332
Course Title : Integrated Marketing Communication
No of Credits : 3
Contact Hours : 30
Objectives :
•To increase the students understanding of the fundamental concepts of integrated marketing
communication process. Become knowledgeable about the important issues in planning and
evaluating integrated marketing communication. Apply the appropriate theories and tools to plan,
develop, and evaluate integrated marketing communication. Construct a complete advertising
campaign covering media planning and creative
Contents:
1. Role of IMC and Understanding the Communication process
2. Objectives and Budgeting for IMC programs
3. Developing the IMC Plan
4. Establishing the Creative Strategy
5. Strategic Media Planning & Buying
6. Implementation, Monitoring, Evaluation & Control
7. FICCI KPMG Media & Entertainment Industry Annual Report
8. Pitch Madison Advertising Outlook Report
PRESCRIBED TEXT BOOK :(PTBR)

Advertising and Promotion
An IMC Perspective - George E. Belch & Michael E. Belch, Tata
McGraw-Hill, New Delhi,
ADDITIONAL TEXT BOOK :(ATBR)

Integrated Advertising,Promotion & Marketing - Kenneth E Clow & Donald Baack
OTHER REFERENCE BOOKS :

1. Advertising Management : Concepts- Mohan, Manendra
Tata McGraw-Hill
2. Advertising Media Planning Jack Scissoors / Roger Baron
3. Media Planning & Buying - Arpita Menon
4. Sales & Operations Planning - Wallace, Thomas. F, Stahl, Robert. A,

1st Edition, Shroff Publishers.
5. Advertising Management - Jethwaney, Jaishri, Jain, Shruti,

Oxford University Press.
6. Advertising Creativity - Marra, James. L, Prentice-Hall India
7. Selling Blue Elephants : How to

make great product that people
want. - Moskowitz, Howard, Gofman, Alex,
, Pearson Education India.
8. Principles of Advertising :
Global Prospective - Lee, Monle, Jhonson, Carla, Viva Book
Pvt. Ltd.
9. Ogilvy on Advertising - David Ogilvy
Industry Websites / Regular reads

afaqs.com ; exchange4media.com; bestmediainfo.com; mediavataar.com; adgully.com
Brand Equity (Economic Times) / HBR.com / Adage.com / Campaign.com
Course Code : 16349
Course Title : Supply Chain and Logistics Management
No of Credits : 3
Contact Hours : 30
Overview
Supply Chain Planning focuses on effective supply chain strategies for companies that operate globally, with
an emphasis on how to plan and integrate supply chain components into a coordinated system. Students
are exposed to concepts and models important in supply chain planning with an emphasis on key tradeoffs
and phenomena. The course introduces and utilizes key tactics such as risk pooling and inventory
placement, integrated planning collaboration, and information sharing.
Supply chain managers are constantly evaluating and predicting the goods and services their company
provides and needs. Duties of supply chain managers include work with distribution, product performance,
technology systems, contracts and transportation. These professionals play an important role in business
world. Companies depend on supply chain managers to make correct predictions about how many
suppliers to order, which vendors to use, how to avoid and manage surpluses and understand the effects
your business can expect based on the current and future economic situations.
Course Objectives
 To understand the concepts Supply Chain and Logistics Management

 To introduce the major building blocks, major functions, major business processes, performance
metrics, and major decisions (strategic, tactical, and operational) in supply chain networks
 To understand the role of transportation and evaluate the strengths and weaknesses of different
modes of transportation.
 To provide an insight into the role of Information and Communication Technologies and Electronic
Commerce in supply chain operations.
 Principle Text Books

 Book: Logistics and Supply Chain Management
Author: Prof. K. Shridhara Bhat
Publishers: Himalaya Publishing House
Printers: Geetanjali Press Pvt. Ltd.
Edition: 2011

 Book:Designing and Managing the Supply Chain, Concepts, Strategies and
Case Studies
Author: David Simchi-Levi, Philip Kaminsky, Edith Simchi-Levi, Ravi Shankar
Publishers: McGraw Hill Education
Printers: Gopaljee Enterprises
 Book: Logistics Management

Author: S.L. Ganapathi, S.K. Nandi
Publishers: Oxford University Press
Printers: Magic International (P) Ltd.
Reference Books:
 Supply Chain Management-Theory & Practice by Dr R.P. Mohanty
 Logistical Management By Bowersox D.J.& Closs D.J.
 Supply Chain Management – Concepts, Practices & Implementation by Assoc Prof. Sunil Sharma
Additional Reading:
 Logistics and Supply Chain Management by Christopher Martin,
 Logistics and Supply Chain Management by G.Raghuram&N.Nagaraj
 Supply Chain Management by Sunil Chopra and Peter Meindl,
 Modelling the Supply Chain by Jeremy F.Shapiro
 Operations & Supply Management by Chase Shankar Jacobs &Acquilano
Journals: ITM Supply Chain Pulse And Smart Logistical.
Course Code : 16343
Course Title : Sales Management
No of Credits : 3
Contact Hours : 30
Objectives:
• Outline the functions under the sales management such as sales force administration &
control, territory design, sales target fixing, sales force motivation
• Provide an opportunity to begin developing the analytical and implementation skills
needed for effective decision making in sales
Contents:
• Overview of the Sales Management Process
• The Process of Buying and Selling
• Demand Estimation and Sales Quotas
• Supervision of sales personnel
• Management of sales personnel
• Sales Territories
• Organization of sales staff
• Channel policy & management
. Logstic Management
Text Books:
 Sales Management Stanton, Spiro and Rich,
Tata McGrawHill, New Delhi.
2. Sales & Distribution Tapan Panda & Sunil Sahdev Oxford, 2009
Reference Books:
1. Management of a Sales Force Stantion, Spiro and Rich, TMH
2. Sales & Distribution Management Panda, Oxford, 2009
3. Sales Management Charles M Futrell ¨C Thompson Publication, 2001.
4. Sales Management Robert J. Calvin ¨C Tata Mc.Graw Hill, 2002.
5. Sales & Distribution Management Tapan K. Panda & Sunil Sahadev ¨C Oxford
University Press, 2006
6. Sales & Sales Management Ralph W. Jackson & Robert D. Hisrich PrenticeHall, 1996.
7. Sales Management Douglas J. Dalrymple, William Crow and Thomas Decorlo ¨C Wiley
Publication, 2003
8. Sales Management : Theory & Practice Bill Donaldson, Palgrave, 2007.
9. Sales Management in the Indian Prespective Gupta V. D. Eastern Economy Edition,
2000.
10. Sales Management Still, Cundiff & Govoni, Eastern Economy Edition, 2006
E Book :
1. Sales & Marketing management - Mahajan, C. P. Jaipur - ABD Publishers - 2008 – Ebscohost
2. Sales and Distribution Management – Venugopal Responce Book – 2008
Course Code : 16310

Course Title : Buying and Merchandising
No of Credit : 3
Contact Hours : 30
Objectives:
To familiarize students about retail buying organization.
To Familiarize students to the theory of vendor management
To understand the Financial problems experienced by retail firms
To Study financial tools used by retailers to measure and evaluate their
performance
To understand the contribution of financial strategy to overall strategy of the firm
Broad Contents:
(I) Buying & Merchandising
5. Retail Finance
Detailed sub-Content:
Buying and Merchandising
 Retail buying organization
 Buying organizing Managerial roles
 Buying Groups
 The Scope of merchandising
 Planning of merchandising
 Micro – Merchandising
 Buying Systems
 Buying Merchandise
 Pricing
 Branding Strategy
 Planning Merchandise Assortments
 International sourcing decisions
 Establishing & maintaining strategic
 Approaches for setting prices
 Price adjustments
 Using price to stimulate retail sales
III. Retail Finance

 Introduction to Retail Finance
 Financial Strategy
 Profitability
 Cost of Goods sold
 Retail pricing for profit
Text Book:
1) Product Category Management - 1st Edition by R M Chiplunkar
Publisher: Tata McGraw-Hill Education, 2010
Reference Books:
1) Financial Management - Khan & Jain, 6th Edition, Tata McGraw Hill,
2011
2) Retail Management & Strategic - Berman & Evans, Pearson, 5th edition,
2006
Approach
3) Retailing Management - Levy, Weitz, Pandit, Tata McGraw Hill
6th edition, 2009,
4) Retail Math Workbook - Cox, Shook, & Halliburton, Pearson, 5th
edition, 2006
List of e-books
1. The Retail Value Chain : - Sami Finne & Hanna Sivonea,
Kogan, How to gain competitive advantage 2009.
through efficient consumer response
(ECR) strategies,
2. Customer Centric Category - Al Keller, Wiley, ( Kindle

Edition)
Management : How to increase profits 2008.
by managing categories based on
consumer needs ,
Course Code : 16307
Course Title : Business to Business Marketing
No of Credits : 3
Class hours : 30
Overview:
Marketing to businesses is fundamentally different from marketing to individual consumers. Business to business
(B2B) marketing usually involves a much longer and multifaceted sales cycle. Understanding the B2B process is
vital for the success of businesses as there is increasing burden on managers to provide concrete results. Thus,
decision making in the B2B context may be understood as individual psychology, small group psychology, or a
large group psychology. Consequently, it is important to use apposite strategies to engage B2B customers.
Typically, B2B marketing encompasses marketing to both for-profit and non-profit businesses. Not-for-profit
businesses include both government and non-government organizations. Thus, the B2B marketing process is
longer and is largely driven by relationship marketing. Buying decisions are made more rationally as there are
multiple influencers involved in decision making. The demand can be for both B2B products and services.
The B2B demand is both derived and joint, making it less elastic as compared to the demand for B2C products
and services. The aforementioned existing difference between B2C and B2B marketing has led to the evolution
of a new stream in marketing, i.e., B2B marketing. This book, B2B Marketing, eleventh edition, offers a
comprehensive learning of various facets of B2B marketing and is meant to meet the requirements of
management and commerce students of various universities across the country.
Content
Chapter 1 A Business Marketing Perspective
 Characteristics of Business marketing
 Similarities & Differences between consumer goods & business marketing
 Different types of costumers in the market.
Chapter 2 Organizational Buying Behavior

 Organization buying behavior
 Different variables influencing buying decisions
 Different consumer segments.
Chapter 3 Customer Relationship Management Strategies for Business Markets

 Buyer seller relationship in b2b market
 Factors determining effectiveness of relationship marketing
 How to serve the differing needs of different segments
Chapter 4 Segmenting the Business Market and Estimating Segment Demand

 Importance of segmentation of B2B market
 Procedure of selecting market segments
 How to estimate demand in different market segments
 Forecasting demand effectively
Chapter 5 Business Marketing Planning: Strategic Perspectives

 Role of marketing in corporate strategy development
 Identifying processes & systems that drive strategy success
Chapter 6 Business Marketing Strategies for Global Markets

 Scope of business marketing strategies in developing economies
 Various types of of international strategy
 Components of global strategy
Chapter 7 Managing Products for Business Markets

 Branding strategies in b2b market
 Providing superior value to customers
 Types of industrial product lines
 Different strategies to differentiate your brand with the competitor
Chapter 8 Managing Innovation and New Industrial Product Development

 Innovation & new industrial development
 Factors driving the performance of new product in B2B market
 Determinants of success of new product
Chapter 9 Managing Services for Business Markets

 Unique aspects of business service & their importance in B2B market environment
 Role played by service quality, customer satisfaction & loyalty in deciding the success in service market
Chapter 10 Managing Business Marketing Channels

 Role of marketing channels in bridging the gap between organization & customers
 Components of channel design
 How a successful channel strategy is built
Chapter 11 Supply Chain Management

 Supply chain management in business markets
 Different types of logistics activities

 How to effectively control the cost of logistics
Chapter 12 Pricing Strategies for Business Markets

 Pricing strategies for B2B markets
 Responding to price attack of the competitor
 Adjusting prices periodically
Chapter 13 Business Marketing Communications: Advertising and Sales Promotion

 Role of social media in B2B strategy
 Advertising & sales promotion activities in business environment
 Measuring effectiveness of marketing advertising
Chapter 14 Business Marketing Communications: Managing the Personal Selling Function

 Role of personal selling in B2B context
 Characteristics of sales force
 Nature of sales management function
 How is advertising different from B2C
Chapter 15 Marketing Performance Measurement

 Various methods of measuring marketing performance
 Significance of marketing control in B2B
 Implementation of business marketing strategy
Text Books:
B2B Marketing: A South-Asian Perspective, 11/e

Authors: Michael D Hutt, Dheeraj Sharma & Thomas W Speh
Publication: Cengage
Reference E-Book:
The Business-To-Business Marketing Handbook - Bob Bly

*******************
Course Code : 16318

Course Title : E-Tailing & IT for Retail
Contact Hours : 15
Objective:
 Explores the creation of a customer database, customer segmentation
methods, customer relationship and rent ion strategies.
 Expose students to the concept of e-tailing and e-commerce
 Examine industry issues and trends

Broad Contents:
(I) CRM
(II) E-Tailing
Detailed sub-Content:
(I) CRM
1. Concept and practice of CRM
2. Applications in Consumer and Business markets
3. Tools techniques and technologies involved in implementing CRM
4. Benefits of CRM
5. Ladder of loyalty
6. Zero customer deflection
7. Lifetime value of customers achieving competitive advantage through CRM
8. Economics of CRM.
(II) E-Tailing
1. E - tailing
2. e-Commerce Business Models
3. e-Commerce Marketing Concepts
4. e-Commerce Marketing Communications
5. Auctions, Portals, and Communities
6. Ethical, Social, and Political Issues in e-Commerce
7. On line Service Industries
8. Security, Encryption, and e-Commerce.
E-retailing as a format - Assortment Planning for e-retailing - Merchandising for e-retailing -

Inventory for e-retailing - Pricing and Promotional Strategy – Profitability - Vendor Relations for e-
retailing - Running a Retail Organization for e-retailing - Direct marketing, direct selling and
retailing through Vending machines.
Text Book:
1) Information Technology for - Ajeet Khurana, 1st Edition, Tata McGraw-
Hill, 2010
Reference Book:
1) Retail Management - Levy, Weitz & Pandit, Tata McGraw Hill
6th edition, 2009
List of e-books
1. E-business in the 21st Century: - Realities, Challenges and Outlook, Jun Xu,World
Scientific 2010.
2. Retail Rebellion – How to start - Nathan and Tessa Hartnett Create Space
your own online retail empire Independent Publishing Platform, [Kindle Edition],
2014.
Course Code : 16339

Course Title : Introduction to Online Retail
No. of Credits : 3

Contact Hours : 30
Objectives
To enable the students to understand the Evolution of Online Retail, Business
Model, Major Players, Online Consumer Behaviour, Online Store design.
Contents
Introduction to the World of Online Retailing, Online Retailing in Practice, Understanding &
Segmenting Online Consumers, Online Store Design – Navigability, Interactivity & Atmospherics,
Product Mix Management in Online Retailing, Pricing in Online Retailing, Supply Chain Management &
Logistics in Online Retailing, Online Services, Branding in Online Retailing, Online Malls, Online
Retailing Models, Online Valuations, Multichannel Success & the Future of Online Retailing.
Course Code : 16309

Course Title : Competency Enhancement Module
No. of Credits : 3
Contact Hours : 30
Objectives:
By the end of this module, the students will be able to:
 Extend their repertoire of personal and professional skills
 Gain substantial knowledge on the written scheme of preliminary tests on aptitude, reasoning
 Get accustomed to solving critical/complex questions/puzzles on aptitude and reasoning
Content:
 Sample papers on solving aptitude tests
 Enhancing student’s knowledge on logical reasoning, verbal and non- verbal reasoning
 Solving word based puzzles
 Quantitative Ability - Numbers, P&C, Probability, Arithmetic, Algebra & Series
 Analytical Reasoning - Logical Puzzles, Numerical Reasoning , Word based puzzles
Study material to be given by the resource person.

Reference Books:

How to pass Numerical Reasoning Tests Heidi Smith, Kogan Page - Revised Edition
A Modern Approach to Verbal & Non-Verbal R.S Aggarwal, S. Chand - 2008, Revised
Reasoning Edition
The Pearson Guide To Verbal Ability And
Logical Reasoning For The CAT Nishit K. Sinha Publisher: Pearson
Session
1-4 Quantitative Ability 1 Arithmetic
Session Modern Math and
5-10 Quantitative Ability 2 Numbers
Session
11-14 Analaytical and Logical Reasoning
Session Reading comprehension and Verbal
15-18 reasoning
Session
19-20 TCS Specific Session

Semester IV
Course Code : 16401

Course Title : Capstone Project
No. of Credits : 3
Contact Hours : 100
Objectives :
 To providing opportunity to the students to identify their research ideas
and pursue the same through the capstone project .
 To apply the basic concepts, tools, techniques learnt in the first year with
the specialised domain knowledge to have a holistic view of the research
problem.
Contents
Following are some of the typical areas that could be chosen by students for
Project work.
1. Application of Statistical Techniques, Forecasting, Design of Experiments
2. Optimization and Appreciation of O.R. Techniques
3. Marketing - Production Coordination, Inventory Levels, Introduction /
Phasing out of Products.
4. Aggregate Planning, Manufacturing Decisions, Inventory Levels.

5. Production Methods, Process Analysis, Operations Planning, Operator
Training.
6. Operations Planning and control Scheduling, In process Inventory, JIT
7. Cost Management, Activity Based Costing, Budgetary Controls
8. Manufacturing Technology, CAD, CAM
9. Facilities Planning, Material Handling, Layout, Welfare Services
10. Project Management, Application of Networks
11. Value Engineering, Innovation
12. TQM, Quality Circles, Kaizen etc.
13. Maintenance Management, TPM
14. Ergonomic Analysis and Design, Environment
15. Energy Management, Conservation, of Energy
16. Supplies Management, Vendor Development, Purchasing
17. Inventory Management, Physical Control, Marketing Coordination
18. MIS,-Computerization, Extending Computer Applications, Networking,
Communications
19. Technology Forecasting, Introduction of Technology, Change Over of
Technology
20. Market Research, Forecasting, Product Life Cycles, Product Mix,
Introduction / deletion of Products
21. Man Power Planning, Forecasting, Recruitment, Appraisal, Redeployment
22. Motivation, Incentive Systems, Employee Development, Training /
Retraining
23. Education, Organization and Methodology, etc.
24. Finance, corporate Governance
25. Working Capital Management – Revisited
26. Business Performance Measurement – changing paradigms
27. Investment Decisions a) Individual b) corporate
28. Customer Profitability Analysis – service Sector
29. Target Costing – Methods & Techniques
30. Value Chain Analysis – Firm & Industry view points
31. Global Accounting – GAAP Harmonization.
32. Corporate Restructuring – A Tool for Survival.
33. Mergers & Acquisitions – the process can be a problem
34. Value Addition or Destruction in Mergers / Acquisitions
35. Harmonizing Accounting Standards
36. Supply Chain Management
a) Subsystems
b) Inventory
c) IT
37. Intellectual Property Rights
38. Logistics Management
a) Services
b) IT
c) Reverse Logistics
39. Any other deemed suitable by the faculty / company guide.
40. Any other deemed suitable by the project guide.
Course Code : 16406

Course Title : Rural Retailing
No of Credit : 3
Contact Hours : 30
Objectives:
To understand and learn about the Nature and characteristics of Rural Retail
India, its growth opportunities, challenges.
Contents
Rural retail environment in India, Rural Retail marketing, Rural consumer

behaviour, segmenting rural markets, rural marketing strategies, rural market
v/s urban market, Rural retail marketing mix, Communicating and marketing of
consumer durables and non-durables in rural markets, Role of information
technology in rural markets.
Text Book
Rural Retailing in India, Publisher: Neha Publishers & Distributors, Publication Year: 2011,
ISBN13: 9788183873208, ISBN10: 8183873200, Naresh Kumar Yadav and Awadhesh Kumar
Singh.

RMM Syllabus 2016 - 2018

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Course Code : 16105

1) MARKETING MANAGEMENT, - Philip Kotler, Keller, Koshy & Jha - 14th ed

Additional Text Book :

6. Introduction to Management, Four Managment functions, Evolution of

3. Management ­ Stephen P. Robbins, Mary

6. Personnel and Human Resource ­ P. Subba Rao, Himalaya

2. Human Resource Management ­ K. Aswathapa, 6th Edition,

8. Managing Human Resources ­ Wayne F Cascio, Ranjeet

9. Human Resource Management ­ Uday Kumar Haldar, Juthika

2. Human Resources Management ­ Sussanne Vang, Himalaya , 1st

Course Title : Managerial Economics

1. Managerial economics GS Gupta, 2nd Edition.

Course Code : 16101

M.S Excel:- This program introduces participants to working with Microsoft

Explore the Enhancements in Excel 2007 Spreadsheets

M. S PowerPoint :- This half-day program helps the participants enhance their

Create simple as well as sophisticated presentations

Apply formatting to their documents

Explore the User Interface

Module 2: Formatting a Spreadsheet

Apply Cell Styles

Creating lists using Table

Module 4: Formulas and Functions

Module 5: Editing Features

Using cut, copy, and paste operations

Module 6: Working with Large Worksheets

Freezing and unfreezing panes

Module 7: Working with Charts

Creating charts using Chart Tools

Module 8: Previewing and Printing

Module 9: Simple Database Operations

Module 1: Getting Started

Using title slide / different slide layouts

Module 3: Slide Formatting

Module 4: Text Formatting

Module 5: Special effects

Module 6: The Drawing Toolbar

Module 7: Custom Design Templates

Designing layout for templates

Module 8: Delivering Presentations

Create speaker notes

Module 1: Overview of Basic

Module 2: Editing Tools

Using spell-check and grammar

Module 3: Formatting Documents

Module 5: Advance Formatting Features

Course Code: 16106

(A) Motivation Program – Prof. Girish & Prof. Swaminathan

b) To understand "HOW" to bring transformation in my personality.

c) To understand the RIGHT personality for the corporate JOB.

d) To know, understand and incorporate the characteristics of different personality attributes.

f) Understanding Leadership through the POWER of DOING.

g) Increase Creativity , Innovativeness and Personal Effectiveness & Productivity.

Positive Attitude for Cultivating Excellence (PACE)

Skills Training for Enhancing Productivity (STEP)

Spiritual Leadership for Organisational & Personal Effectiveness (SLOPE)

1. Part B - Strategic Negotiation Skills

Course Code : 16111

Course Code : 16102

Contact Hours : 15 hrs

 Product & Service Differentiation

 Product Hierarchy, product mix, product line, product line analysis

3. Management Stephen P. Robbins, Mary

6. Personnel and Human Resource P. Subba Rao, Himalaya

2. Human Resource Management K. Aswathapa, 6th Edition,

8. Managing Human Resources Wayne F Cascio, Ranjeet

9. Human Resource Management Uday Kumar Haldar, Juthika

2. Human Resources Management Sussanne Vang, Himalaya , 1st

18. Consumer Behaviour and The A business guide to CRM

19. Consumer Behaviour & Assael Henry, 6th Edition, 2006,

21. Consumer Behaviour and A business guide to CRM