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Session Plan

PGDM IV semester

(2009-11 Batch)
Course Title: Product & Brand Management

Instructor: Manu Priya Gaur

Course Objective:
Today’s consumers are far more knowledge than their predecessor. They truly reflect the
knowledge era in which we live. Therefore, it must be understood clearly that the
customers deserve to know the truth on all counts. The paper on issues have been
especially written to drive home the critically of understanding the new paradigm that has
opened up these areas.

There will be a group project required for this course, the details of which will be given later.

The Paper incorporates effective pedagogy.
 Lecture
 Discussions
 Case studies- a real world situation facing managers is presented for review, debate and
analysis results in discussions & differences of opinions.
 Multimedia Presentations
 Internet explorations
 Experiential Exercise
 Study Assignment
 Mini Project
 Group Presentations
 Quizzes

Session 1: Product Concepts, Marketing Environment for Product & Brand Management
Session 2: Product Planning & PLC
Session 3: Marketing Mix Factors & Products
Session 4: Product Market Strategies for Leaders, Challengers, Followers.
Session 5: Case Study
Session 6: New Product Planning & Development
Session 7: Creative Spark
Session 8: Concept & Product Testing
Session 9: Discussion on product Ideas
Session 10: Competition and Brand
Session 11: Case Study
Session 12: Concept of Brand- The beginning, Brand Power, Anatomy of Brand
Session 13: Brand Evolution- Levels, Hierarchy.
Session 14: Brand positioning
Session 15: Case Study
Session 16: Brands & Consumers
Session 17: Brand Equity, Brand Image.
Session 18: Brands Over Time
Session 19: Product & Brand Failures
Session 20: Recapitulation/ Presentation

Reference Books:
1. Product Management by S.A Chunawala, Himalaya Publishing House.
2. Product & Brand Management by U.C Mathur, Excel Books.
3. Brand Management- Text & Cases by Harsh V Verma, Excel Books.
Advertising & Sales Promotion

Instructor: Manu Priya Gaur

Course Objective:
...consistently be at the right place, at the right time, with the right message...
This is course designed to assess the numerous communication alternatives em-ployed by
organizations today. Advertising, public relations, publicity, packaging and point-of-purchase
materials are included as well as an exploration of the role communication plays in a marketing
environment. The role of advertising and sales promotion in the marketing program is
thoroughly examined. Discussions center on the communication process and consumer decision-
making. Other topics covered include organization of advertising activities, determination of
objectives and budgets, creation of the message, selection of media, and evaluation and control
of the advertising and sales promotion efforts.

There will be a group project required for this course, the details of which will be given later.

The Paper incorporates effective pedagogy.
 Lecture
 Discussions
 Case studies- a real world situation facing managers is presented for review, debate and
analysis results in discussions & differences of opinions.
 Multimedia Presentations
 Internet explorations
 Experiential Exercise
 Study Assignment
 Mini Project
 Group Presentations
 Quizzes

Session 1: Introduction to Advertising

Definitions, History, Indian Advertising campaign, Implication Advertising.

Session 2: Advertising As a Business/ As a Career

Its Purpose, Function, Concepts of Advertising Trinity, The Clients, The Advertising Agencies.

Session 3: Economic & Social Implications of Advertising

Session 4: Types & Forms of Advertising

Session 5: Defining Advertising Objectives

Communication Objective, Sales & Advertising Objectives, DAGMAR Approach, Advertising

Session 6: Advertising Budget

Session 7: Fundamentals of Advertising Research

Session 8: Campaign Planning & Creativity in Advertising

Session 9: Media Selection, Planning, Scheduling & Strategy

Media Characteristics, Message design. Print Media, Electronic Media, Media of New
Millennium- Internet, Outdoor & Transit Media.

Session 10: Case Study

Session 11: Message designing & Development
Session 12: Advertising Appeals
Session 13: Advertising Copy for Print & Broadcast Media.
Session 14: Case Study – Vicks Action 500, Emami, Liril Ad.
Session 15: Advertising Art- Layout for Advertising
Session 16: Evaluation of Advertising Effectiveness
Session 17: Sales Promotion Introduction & Tactics
Session 18: Important Issues in Sales Promotion
Session 19: Presentation of Developed Advertisements
Session 20: Recapitulation/ Presentation

Reference Books:
1. Advertising - An Introductory Text by S.A.Chunawalia (Himalaya Publishing House)
2. Advertising & Promotion - An Integrated Marketing Communications Perspective by
George E.Belch & Michael A.Belch (Tata McGraw-Hill) .
3. Advertising Management – Comncepts & Cases by MAhendra Mohan Tata Mcgraw Hill

Web sites of suggested reading or periodic review:

 Advertising Age online, the best trade newspaper on the business (adage.com)
 Advertisement Avenue, for downloads of ads and commercials
 Adbusters magazine, for criticisms of advertising and our consumer culture
 John W. Hartman Center for Sales, Advertising & Marketing History
 Advertising Education Foundation (www.aef.com)
 Advertising critic Bob Garfield's commentaries (http://adage.com/garfieldtheblog)
Instructor : SD Joshi
Course Title : Industrial Psychology.

Objective: The main objective of this subject is to make the students get acquainted with
the practical guidelines and career in the field of industrial psychology. This subject is
basically designed to learn and understand the behavior of the employers and employees
and their positive and negative aspects of their job. This subject envisages on the
motivational part and proper understanding of Human Being so that productivity and
efficiency of the workers and company will rapidly increase.

Session Contents
1-2 Industrial Psychology: - Nature, Scope, Importance, and Career in Industrial
3-4 Important Role of Industrial Psychologist in various industries.
5-6 Personality Tests Conducted By Industrial Psychologists mainly: MBTI
(Myers-Briggs Type Indicator), Type “A” and Type “B” personality test.
7-8 Test conducted in selection process: TAT ( Thematic Apperception Test),
Story Completion Test, Word Association Test, Verbal Projection Test,
Rorschach Test.
9-10 Understanding Employee : Role Playing Techniques and Conditional
Analysis Of Situational Environment (CASE)
11-12 Understanding of personal factors: age, abilities, interest, job satisfaction.
13-14 Occupational Psychology: work, Counseling and training.

15-16 The work methods: hours of work, nature of work, fatigue and boredom, rest
17-18 The nature and scope of engineering psychology, its application to industry.
19-20 Emerging role of psychologists in various field e.g. Educational
Psychologist, Social Psychologist, Clinical Psychologist, Industrial

Reference books:
1. Industrial Psychology: Dr. Kumar
2. Industrial Psychology: Thomas W, Harrell
3. Industrial Psychology: Chaube (HimalayaPublishing House. Delhi)
4. Organizational Behavior: S.P. Robbins
5. Social Psychology: Baron
6. Industrial Psychology PK Ghosh and MB Ghorpade
7. Industrial Psychology: MR Shaik
Course Title: Training and Development
Instructor: Prof. S. D. Joshi

Objective: The purpose of this course is to provide the student with information and insight in to
the Training and Development function in organizations. The Training and Development
function will be viewed from a systematic approach such that we will examine the entire cycle of
Training and Development from assessment of Training needs to the evaluation of training
program me, within the context of today’s organization and the global market.
Course activities will include Group discussion and individual and team problem solving
activities in addition to normal classroom activities.

Session Topic Content

1&2 Introduction to Role of Training, Role of HRD Professionals in training,
Training & Importance of Training & Development, Definition, Nature,
Development Scope, Objectives and Benefits of Training.
3 &4 Analysis of Training Organizational Analysis, Methods and Techniques of Training
needs needs, Assessment of Methods.
5&6 Training Design Important Considerations while designing a training program
me, Factors affecting training design, Constraints in design,
Organizational Environmental constraints, Budgeting for
7&8 Learning Definition, Nature of learning , Principles of learning,
components of learning process.
9 & 10 Case Study
11 & Class Test
13 & Training Process Training Program me , Training Implementation, Training
14 Policies, Training Plans, Internal and external Resources.
15 & Training Methods & Types of Training, On-and- Off the job Training, Training
16 Techniques approaches, Important training Methods.
17 & Trainers Skills & Competence of Trainer, Communication, Questioning,
18 styles Creativity, Interpersonal , Managerial skills . Trainers roll.
19 & Employee Coaching and performance skills for effective coaching, role of
20 Development HR in coaching analysis, coaching effectiveness and
Mentoring. Career Planning & Development.
21 & Executive Introduction, Meaning , Definition, Objectives, Important,
22 Development Process and essential Principles of Executive Development and
Reference Books :
1. Enriching Human Capital through Training & Development , Excel Books By P.C. Rao.
2. Training & Development , Published by Biztantra, Dr. B. Janakiram.
3. Training & Development , Perspectives from the service sector. The ICFAI University ,
Somati Reddy.
4. Human Resource Management, Text & Cases, Tata & MC Hill publishing company by
K. Ashwathapa.
5. Human Resource Development , concept & practices , Deep & Deep Publication by prof.
Santosh Gupta and Sachin Gupta.
6. Human Resource Management, Kalyan Publisher , Sashi K Gupta & Rosy Joshi.
Subject: Derivatives
Instructor: Prof. A.K. Jain

S. No. Topic Content

1. Derivatives Definition with Examples, History of derivatives, Index &
possibility of derivative on index, Various underlying
used in derivatives in India. Name of Intermediaries
running derivatives on national Level.
2. Forwards Forward Contract, Main Features of forward contract,
Uses of derivatives, Hedgers , Speculators & Arbitragers.
3. Futures Futures, Standard terms in a future contract, difference
between forward and future contract, Various
terminologies used in stock future
4. Index Futures Advantages of index futures, Use of future contracts to
speculate, square up position before expiry, Advantages
and risks of trading in futures over cash.
5. Futures Practical’s of Short future in case of Bearish & long
futures in case of Bullish

6. Arbitrage & Futures Pricing futures & Arbitrage, Help of stock future to earn
risk free interest, Gain of stock future if Spot >Future (
7. Futures Practical’s of reverse calculation
8. Futures of Index Practical’s of Index
9. Futures Practical’s of Known Yield
10. Futures of Commodities Practical’s of Commodities
11. Futures Use of Future in Hedging- Practical’s
12. Futures Use of Index future to hedge market related risk & of its
13. Margins Various Margins & its calculation
14. Corporate Actions Corporate Action Adjustment
15. Options What is option & its examples, Call Options & Put
Options, Exercise price or Strike Price, Option Premium,
European Option & American Option, Option in-the-
Money, At-the-Money & Out-of the Money
16. Options Hedging Strategies :- Long Stock, buy put option. Short
Stock/Have funds, Buy call Option. Speculation Strategies
:- 1. Bullish, buy calls or sell puts 2. Bearish, buy put or
sell call. 3. Anticipate Volatility, make straddle or strangle
17. Options 4. Anticipate bearish volatility, make strip 5. Anticipate
bullish volatility, make strap 6. Anticipate stability, make
butterfly spread, Condor, Calendar spread 7. Bullish,
Make Bull Spread 8. Bearish, Make Bear Spread
18 Options Pricing Options, Binomial pricing model, Black &
Scholes Model, Put-Call Parity
19. Swaps Interest rate swaps, Using swaps to transform liabilities &
Assets, Transforming a floating rate loan into a fixed rate
loan, Transforming a fixed rate asset in to a floating rate
asset, Absolute advantage argument for using swaps
20. Swaps Role of financial intermediary & warehousing, Currency

Instructor: Prof. A.K. Jain

Recommended Books :
1. S.D. Bala , Snow-White Publication, Financial Management
2. A.N. Shridhar- Financial Management
Course Title: - Investment Analysis & Portfolio Management
Instructor: - Prof. A.K. Jain

S.No. Topic Content

1 Portfolio Theories Traditional Approach, Modern
Approach, Dow Jones theory , Random
Walk Theory, Formula Plan, Capital
Assets Pricing Model
2. Security Market Line, BETA Practical Based on Security Market line,
calculating security beta,
CAPM valuation using CAPM
3. Risk & Return Risk & Return of a single security
4. Risk & Return Risk & Return of a two security portfolio

5. Risk & Return Risk & Return of a three- Security

Risk & Return of a four security

6 Risk & Return Using Z values for portfolio analysis

7. Investment portfolio Management Multiple security portfolio and Harry
Markowitz Model, Capital Market Line,
8 Investment portfolio Management Types of Investors, Indifference curves,
Obtaining the well diversified Market
9 Investment portfolio Management The Characteristics Line, Difference
between CML , CL & SML, Portfolio
Return & Risk
10. Extended CAPM Introduction , Allowance for tax effect,
The Inflation effect, Price Earning &
Market to Book value effects,
11. Extended CAPM Market Capitalization size , Liquidity ,
Multivariable and Factor valuation
12 Extended CAPM Roll-Ross and their five factors,
Arbitrage pricing theory, Conclusion.
13 Portfolio selection , Revision & Evaluation Optimal Portfolio Selection ,
Dominance, Safety first, G.M. , ,
14 Portfolio selection , Revision & Evaluation Portfolio Revision- Constant Amount &
Variable ratio
15 Portfolio selection , Revision & Evaluation Portfolio Evaluation- SHARPE Ratio,
16 Mathematics of Beta What is Beta, Adjusting the Beta for
leverage ( The Hamada Formula ),
17 Mathematics of Beta Ascertaining the divisional beta ( The
pure Play Method )
18 Management of Bond Portfolios Valuation of Bonds, YTM, YTC &
RYTM, Macaulay’s Duration of Bonds,
Duration & Price Change, Seven golden
rules for duration of Bonds .

Recommended Books :
1. Strategic Financial Management , S.D. Bala, Snow White Publication
2. Financial Management, A. N. Shridhar
Course Title: Computer Networks and Internet for Businesses

Instructor : Ruchi Khandelwal


The primary objective of the course is to familiarize the students with technologies like
networking and internet and to build skills in applying these technologies to various business

Session Contents


1-2 Introduction to Internet: Definition of networks, concepts of web page, website

and web searching (browsing), Virtual Private Network.

3-4 Concepts of data transmission channel, half duplex transmission, moderns, client

server computing,

5-6 Communication Channels – Wired Transmission, Telephone Lines, Coaxial

Cable, Microwave, Infrared, Laser, Radio communication, Satellite

Communication , Fiber Optics,

7-8 Switching Techniques – Circuit, Message, Packet switching ,

Network Topologies – Bus, Ring, Star, Mesh, Hybrid

9-10 Application of Data Communications – Information Search & retrieval,

Information Transmission, Multimedia

11-12 Introduction to OSI, TCP/IP reference models, cryptography.

13-14 Networked economy- Impact of computer networks on business, elements of

networks of networked economy,

15-16 Infrastructure of networked economy - Hardware, Software

sharing information and resources through networks : LAN , WAN, and

wireless networks

17-18 Privacy and ethical issues in networked economy; Social and economic issues in

networked economy , future of the networked economy

19-20 Protocols – IEEE standards , VOIP etc.

Reference Books:

1. McKeown, Information Technology and the Networked Economy, Thomson Learning.

2. Forouzan, Data Communication & Networking, TMH, New Delhi.

3. Miller, Data and Network Communication, Vikas Publishing House, New Delhi.

4. Tennenbaum, Computer Networks, PHI, New Delhi.

5. Hagg., Baltzan & Philips, Business Driven Technology, TMH, New Delhi.

6. Comer, E. Douglas, Computer Networks and Internet, Pearson Education, New Delhi.
Course Title : Introduction to DBMS and RDBMS

Instructor : Ruchi Khandelwal

Course Objectives

Databases are present in every sector of commercial, academics and virtual world. These systems

are required as the backbone of any information system, web based system, resource planning,

research activities and many other activities. The knowledge can be discover within databases by

applying data mining tools which can lead organizations to achieve the competitive advantage.

This course is an attempt to provide you with the basic information about DBMS and RDBMS

and their development. This course also provides the basic conceptual background necessary to

design and develop simple database system. The major objectives of the course are to:

 Provide an introduction of DBMS and their use;

 Describe the main features and function of the DBMS;

 Describe the features of relational database and E-R models;

 DML and DDL statements in SQL;

 Draw ER diagrams;

 Introduction to Advances Data base concepts like Data Mining, OLAP etc.
Sessions Contents

1-2 Introductions : Data, Database, Database Management

Systems, Advantages and Disadvantages over File based System

3-4 DBMS Architecture, centralized and client server architecture of DBMS,

classification of DBMS

5-6 Data models: HDBMS, NDBMS, RDBMS, OODBMS.

7-8 Entity Relationship Model (E-R Model) – Entity , Attribute, Reltionships

9-10 Normalization Theory – 1NF, 2NF, 3NF, BCNF

11-12 Codd’s Rules for RDBMS

13-14 Relational Database Management Systems: Concepts of RDBMS, Components of


15-16 Introduction to SQL : Data Definition language, Data Manipulation

Language, Query Language, Data Control Language

17-18 Advanced Database Concepts: Data mining, data warehousing-design, basic

principles, OLAP

19-20 Recovery of Data bases – Security, Back-up and Recovery.

Reference Books:

1. Fundamentals of Database Systems, Third Edition, by Elmasri/Navathe , Wesley, 4th


2. Database Concepts, Korth and Silberschatz Abraham McGraw Hall,1991

3. An introduction to Database Systems by C.J.Date

4. An introduction to Database Systems by Bipin C. Desai

5. SQL,PL/SQL ,The programming language of oracle, Ivan Bayross BPB Publication

Course Title: - International Marketing
Instructor: - Prof. Mazahir saifee

S.no. Particulars Contents

1. International marketing- an Overview, meaning and scope of
introduction international marketing
2. International marketing- an Characteristics of international marketing
introduction and needs of international marketing
3. International marketing- an Advantages and importance of international
introduction marketing.
4. International marketing- an Importance of international marketing
introduction cont….
5 Domestic to international Transition from domestic to international
6 Domestic to international Transition from domestic to international
business cont…
7 Domestic to international Levels of involvement
8. Domestic to international Problems and practices of international
9. International V/s domestic V/s International marketing V/s domestic
export marketing marketing
10. International V/s domestic V/s International marketing v/s export
export marketing marketing
11 Economic enviourment of Cultural factors, political considerations,
international marketing economic factors
12. Economic enviourment of Present international marketing scenario,
international marketing bilateral agreement
13 Economic enviourment of Multilateral trade agreement, motivation to
international marketing export
14 Reasons for export Economic reasons
15 Reasons for export Effects of non tangible forces
16. International institutions World bank and its functions
17. International institutions Objectives and subsidiaries of world bank
18. Trading blocs EEC and EFTA
19. Trading blocs COMECON and ASEAN
20. Trading blocs LAFTA and ANDEAN group.

Reference books:-
1. International marketing, by sak onkvisit and john j. Shaw, EEE publication.
2. International marketing by Justin Paul.
3. International marketing by S. yuvraj, Vrinda publications.
4. International marketing by R. shrinivasan, PHI India.
Course Title: - International Business Enviourment
Instructor: - Prof. Mazahir saifee

S.no. Particulars content

1. Introduction Introduction, definition of MNE
2. Forces of globalization A brief historical back ground, the decision to
3. Forces of globalization Why should the firm go abroad? The mode of
foreign entry
4. Forces of globalization The MNE and life cycle of its products
5. Forces of globalization The MNE and macro forces of globalization
6. Forces of globalization The MNE and the competitive advantage of
7. Theories of international Trade The classical theories of trade: absolute
advantage theory
8. Theories of international Trade Comparative cost advantage theory
9. Theories of international Trade Factor endowments and comparative
advantage: the heckscher Ohlin theory
10. Theories of international Trade Factor endowments and comparative
advantage: the heckscher Ohlin theory. Cont…
11. The trading enviourment of international Bilateral trade Laws: an overview of united
business: Laws and Institutions. states international trade law.
12. The trading enviourment of international Key US government agencies responsible for
business: Laws and Institutions. US trade laws, key terminology in US trade
13. The trading enviourment of international An overview of Four Key US trade statutes
business: Laws and Institutions.
14. The trading enviourment of international An overview of Four Key US trade statutes
business: Laws and Institutions.
15. The trading enviourment of international An overview of Four Key US trade statutes
business: Laws and Institutions.
16. The trading enviourment of international An overview of Four Key US trade statutes
business: Laws and Institutions.
17. Political risk analysis Analytical techniques
18. Political risk analysis Political instability and political risk, Nature of
political instability
19. Political risk analysis Control of instability and relevance to the firm
20. Political risk analysis Control of instability and relevance to the firm

Reference books:-
1. International business, EEE publication, sanjay mishra and P.K. Yadav.
2. International business, Mcgraw hill publication, Charles W L hill and arun K jain.
3. International business enviourment by anant k. sundaram and J. stewart black.
4. International business by justin paul.
The College aims to help students achieve high standards of academic work and social
behavior. We expect you to be mature in your approach and to take a large measure of
personal responsibility for your work and progress. You should feel responsible for the
welfare of all and should play a positive part in the efficient running and development of
the College. For our part, we will honor our professional commitments and do our utmost
to guide and support you, provide worthwhile educational opportunities for you and
maximize your chances of success. In return, we expect you to abide by this Code of


1) Timings: It is mandatory for all the students to maintain the time discipline as
per the time table provided.
a) 3 Late comings will be penalized for 1 mark deduction in internals.
b) No student would be allowed to enter the class room if faculty has already
entered in the class room; no further clarifications would be entertained
for the same.
2) Punctuality: Each student is required to keep punctuality in the academic
submissions, project submissions, Presentations, Assignments. Unpunctuality would
not be entertained in any case.

3) Discipline: Students will behave honorably, ethically, and responsibly in all

academic matters both inside the classroom and in outside work related to their
Proper discipline in the college premises in expected. Uniform and Dress code is
mandatory else student would not be allowed to sit in the classroom. Undesired
behavior or Misbehavior with student or faculty will be entitled for disciplinary
actions. Every student must wear the Identity Card as long as she/he is in the
College campus.

4) Language: The medium of instruction in college & Language would be English. It

is the perquisite for the students to make themselves acquainted with the language.
Any conversation violating the above will be fined.

5) Public Behavior: Students are strictly to follow the decorum of public behavior
and avoid the use of abusive language and indecent manners in all their
interactions. Anybody flouting the Norms of Conduct is liable to be expelled from
the college.
6) Dress Code: Each student has to follow the dress code as informed prior. Strict
action will be taken against the offender.

7) No smoking: IMI is no smoking zone; anyone violating this would invite

disciplinary actions or suspensions as per the norms of grievance handling

8) Ragging: Ragging is strictly prohibited in the college premises. Instances of

ragging will be dealt with seriously by the anti-ragging cell.

9) Respect for the college property: It is mandatory for all the students to keep well
maintained and appointed the college property. Any rupture or breakage of the
college property will have to beard by that student(s) only else will be adjusted from
caution money.

10) Attendance: It is mandatory to maintain 85% attendance otherwise student will

be debarred from test, seminar, workshop and examinations. Students must also
attend seminars / workshops / awareness programmes organized by the college.
Every month attendance record would be appraised, defaulters list would be paste
on notice board, and also a letter would be issued to the parents of chronic

11) Playing music on Transistors, Tape-recorders, Mobile Telephones or any other

similar gadgets with or without earphones is strictly prohibited in the College
premises. Defaulters will be punished and their instrument confiscated.

12) Loitering in corridor / in front of the main gate and in the auditorium during the
college hours is strictly prohibited.

13) The students should spend their spare time in reading room.

14) The student should read the notice board daily in order to be informed of
important information and directions.

15) To avail the library facilities, the students should obey the rules of the library
and should not tear the pages from the books and magazines.

16) The students are requested not to enter the Director room, staff room, office and
the computer lab without permission.
Acts of misbehavior, misconduct, indiscipline or violation of the Rules of Discipline
mentioned above are liable for one or more punishments as stated below:

1. Warning to the student.

2. Warning to the student as well as a letter to the parents.
3. Imposition of a fine.
4. Denial of library, for a specified period or for the whole Term/year.
5. Cancellation of Terms
6. Refusal of admission in the next term or academic year
7. Cancellation of admission.
8. Expulsion from the College for a specified period.
9. Rustication

For non compliance of any code of conduct the decision of Management will be final.
No further dealing would be permissible. All Rules & Regulations stated herein are
subject to change without notice.