MM Institute of Management

Maharishi Markandeshwar University, Mullana-Ambala

www.mmumullana.org

SYLLABUS

MBA

Important Telephone Numbers:

Dr. Amit Mittal, Principal Principal Office : : 0173 1 - 304133 0173 1 304240

Ms. Monika Gupta, Academic Coordinator : Corporate Resource Centre Dr. Hemant Sharma, Programme Mentor Dr. Roshan Lal, Anti-Ragging

01731 304245 : 01731 304243 : : 9729749062 9416328775

MBA Programme
The MBA programme is spread over four semesters (2 years). The details of course structure are as follows:

Course Structure
Semester I
CP-101 (3 Credits) CP- 102 (3 Credits) CP-103 (3 Credits)

Semester II
CP- 201

Management Process and

Business Environment

Organisational Behaviour Managerial Economics

(3 Credits) CP- 202

Operations Research

(3 Credits)

Marketing Management

CP- 203

Business Research

(3 Credits) Methodology

CP- 104 (3 Credits) CP- 105 (3 Credits)

Financial and Management

CP- 204

Consumer Behaviour

Accounting Managerial Skills

(3 Credits) CP- 205

Financial Management

Development

(3 Credits)

CP- 106 (3

Quantitative Methods For Decision Making

CP- 206

Human Resource

(3 Credits) Management

Credits) CP- 107 (3 Credits)

Computer Applications in

CP- 207

Operations Management

Management

(3 Credits)

CP- 108 (3 Credits)

Seminar

CP- 208

Functional Viva

(3 Credits)
s t n d

OP-101
Communication Skills (Optional: either in 1

Semester or in 2 Semester)

(2 Credits)

ST 301 Summer Training (6 Credits) (Credits to be included in 3rd

Semester)

Semester III Management of Transnational

Semester IV

CP- 301 (3 Credits) CP- 302 (3 Credits)

CP- 401

Business Policy and

Corporations Entrepreneurship

(3 Credits) Strategic Analysis CP- 402

Final Research Project

(6 Credits)

CP- 303 (3

Corporate Legal Environment

(3 Credits) Elective V (SPL1)

Credits)

(3 Credits)

Electiv e I (SPL1)

Electiv VI (SPL1) (3 Credits) e

(3 Credits)

Electiv e II (SPL1)

Electiv VII (SPL2) (3 Credits) e

(3 Credits)

Electiv e III (SPL2)

Electiv VIII (SPL2) (3 Credits) e

(3 Credits)

Elective IV (SPL2)

OP-301
Business Role Play (Optional: either in 3 4

rd

th

Semester or in

Semester)

(2 Credits)

Electives: During the second year of the programme, all the participants shall be required to opt for Eight Elective Courses. Out of the Eight Electives, Four electives have to be selected from the area of (SPL1) specialisation and four from (SPL2) specialisation Area. Allocation of area of specialisation shall be based on the relative performance of the students in the subjects concerned and subject to a minimum number of students opting for it.

Elective Courses Marketing Area:

3rd Semester MM- 301 Supply Chain Management MM- 302 Retail Management MM -303 Brand Management MM- 304 Strategic Marketing MM-305 International Marketing

4th Semester MM-401 Direct and E-Marketing MM -402 Marketing of Services MM -403 Integrated Marketing Communications MM -404 Customer Relationship Management MM-405 Rural and Agricultural Marketing MM-406 Industrial Marketing

Finance Area:
3rd Semester FM -301 FM- 302 FM -303 FM -304 FM -305 Foreign Exchange Management Security Analysis and Portfolio Management Banking and Insurance Working Capital Management International Finance

4th Semester FM -401 FM -402 FM -403 FM -404 FM -405 Investment Management Derivatives and Risk Management Financial Management Services Wealth Management Management Control System

Human Resource Area:

3rd Semester HR -301 Management of Industrial Relations HR -302 Organisational Change and Development HR -303 Human Capital and Knowledge Management HR -304 Manpower Development for Technological Change HR -305 Global HRM

4th Semester HR -401 Human Resource Development HR -402 Managing Interpersonal and Group Dynamics HR -403 Compensation Management HR -404 Strategic HRM HR -405 Manpower Planning and Training & Development

Operations Management Area:

3rd Semester OR -301 OR -302 OR- 303 OR- 304 Strategic Operations Management Material Management Purchasing Inventory Control Systems

4th Semester OR- 401 OR -402 OR -403 OR -404 OR-405 Total Quality Management Supply Chain Management + Legislation Operation Research Transportation Management & Logistics ERP

Information Technology Area:

3rd Semester IT -301 Electronic Commerce

IT -302 Strategic Management of Information Technology IT -303 Business Process Reengineering IT -304 Internet Programming for E-Commerce

4th Semester IT -401 IT -402 Software Engineering and Project Management Database Design and Management

IT -403 IT -404

Distributed Computing & Managing Networks Front End Design Tools

International Business Area:

3rd Semester IB -301 IB -302 IB -303 IB -304 IB -305 IB -306 Global Business Diplomacy and Negotiations Management of International Trade International Tour Report International Marketing International Financial Management Foreign Language (German/ Spanish)

4th Semester IB -401 IB -402 IB -403 IB -404 IB -405 IB -406 Export Import Documentation Programme Risk Management Strategies in Global Business Global Perspective of Industries Regional Specialisations in Global Business Cross Cultural and Global HRM Logistics Management

Hospitality Management Area:

3rd semester HM-301 Introduction to Hospitality HM-302 Front Office Operations HM-303 Conference and Event Management HM-304 Tourism Products Design and Development

4th semester: HM-401 Travel Agency and Tour operations HM-402 Food and Beverage Management and Control HM-403 Airport Management HM-404 Customer Relationship Management

Hospital Management Area:

3rd semester: MH-301 Management of Medical and Health Services MH 302 Health Economics
MH 303: Communication for Hospital Managers MH 304: Marketing of Hospital Services

4th semester:

MH 401: Patient Care Services

MH 402: Hospital Management and Law MH 403: Hospital Information Systems MH 404: Hospital Operations Management

Summer Training After the completion of the second semester (first year) of the MBA programme, all participants are required to undergo summer training for a period of 6-8 weeks in an industrial or service organization and take up a project study. Each participant shall be required to submit a project report to the Institute regarding the work undertaken during this period, on the commencement of the third semester.

CP-101: MANAGEMENT PROCESS AND ORGANISATIONAL BEHAVIOUR

Objective:

The objective of this course is to develop an understanding of the process of corporate management and leadership to face challenges in the emerging global business environment.

Course Outline:

Nature and scope of management the process of management. Levels of management; management skills; role of managers. Approaches to management; classical theory; behavioural school; quantitative approach; systems approach; contingency approach, culture based approaches etc. The planning process, strategic planning and implementation. Power, authority decentralisation. and responsibility; delegation and

Motivation- related with job performance and satisfaction. Leadership-nature and dimension; factors governing leadership effectiveness. Management in a cross-cultural/international context. Individual behaviour, satisfaction. perception, values, attitude and job

Organizational Behaviour -an Overview, theories and Models;

Group behaviour, understanding work teams; conflict and negotiations. work design; organization change and stress management Control process and reporting system. Designing and managing effective control system. Management in a competitive environment. Corporate governance and corporate ethics.

Suggested Readings:
1. Stephen, P. Robbins, Organisation Behaviour, Prentice Hall of India. 2. Stoner, James A.F and Freeman, R. Edward, Management, McGraw Hill, N.Y. 3. Newman, William H. and Warren, E. Kirby, The Process of Management, Prentice Hall of India. 4. Mintzberg, H., The Structuring of Organisations, Prentice Hall. 5. Barlett, C.A and Ghoshal, S., Managing Across Borders: The Transnational corporation, Hutchinson Business. 6. Peters, Tom, and Waterman, R., In Search of Excellence, Harper & Row. 7. Singh , B.P. and Singh, A.K., Modern Management: Text and Cases, Excel Books. 8. Singh, B.P. and Chhabra, T.N., Management: Concept & Practice, Dhanpat Rai & Sons, Delhi.

CP-102: MANAGERIAL ECONOMICS

Objective:

To familiarize students with the theoretical concepts and techniques used in Managerial Economics so that they can use these inputs in Managerial Decision Making. Emphasis would be laid on understanding of key economic variables which influence the business operations and the business environment under which they operate.

Course Contents:

Introduction Nature & Significance of Managerial Economics Its relation with other functional areas of management; Role in managerial decision making; Objectives of a firm. Demand Analysis Meaning of demand, types of demand, determinants of demand; Law of demand; Elasticity of demand; Demand forecastingits need and various methods of demand forecasting. Theory of Supply- Meaning, law of supply, factors affecting supply, Elasticity of supply. Consumer equilibrium-utility and indifference curve approach; Price, income and substitution effects. Production and Cost Analysis Production function least cost combination of inputs; Production function with one variable input, returns to scale, economies and diseconomies of scale. Cost Function Estimation & Limits Basic cost concepts, accounting costs and economic costs; Determinants of costs. Pricing Determinants of price, Pricing under different Market Structures (Perfect Competition, Monopoly, Oligopoly, Monopolistic Competition); Price discrimination, pricing methods in practice.

 National Income: Concepts and Measurement, Monetary and Fiscal Policy.

Suggested Readings:
1. Koutsoyiannis A, Modern Micro-economics, Macmillan Press Ltd., New Delhi. 2. Mithani DM, Managerial Economics, Himalaya Publishing House, New Delhi. 3. Chaturvedi DD, Business Economics (Text & Cases), Galgotia Publications, New Delhi. 4. Ahuja H.L. Business Economics, S. Chand & Sons, New Delhi.

5. Dingra I.C. Business Economics, Sultan Chand & Sons, New Delhi. 6. Mote V.L., Paul Samuel, Gupta Economics, Tata McGraw Hill Publication G.S. Managerial

7. Trivedi M.L., Managerial Economics, Tata McGraw Hill Publication 8. Peterson, Lewis, Managerial Economics, Prentice Hall of India, N. Delhi. 9. Salvatore, Managerial Economics in Global Economy, Thomson learning, Bombay. 10.E.F. Brigham and J.L. Pappas, Managerial Economics, Dryden Press, Illinois. 11.(Students are expected to read daily economic and business papers and business publications. Topical economic and business issues will form an integral part of the course and class discussions.)
6

CP-103 : MARKETING MANAGEMENT

Objectives:

The purpose of this course is to develop an understanding of the basic concepts of Marketing and acquire marketing operation related skills for products and services.

Course outline:

Marketing Concept, Role of Marketing in Corporate & Society; MarketingEnvironment. Market mix, Strategic marketing planning Market Segmentation, Selection Target setting, Positioning Market Measurement and forecasting, Marketing Research and Information System. Meaning and Importance of Buyer Behaviour, Determinants and consumer Behaviour Buying Decision Process, Industrial Buyer Behaviour Product Life Cycle; Product Mix Strategies Branding and Packing Decision; New Product Development; Consumer Adoption Process. Pricing Objectives; Price Determinants; Pricing Methods. Pricing Policies and Strategies. Nature and importance of Distribution channels; Patterns of Distribution Channels, Determinants of Channels Design; Determining Intensity of

Distribution Selecting Motivating and Evaluating Channel Members, Physical Distribution Task and Approaches. Marketing communication Determinants Process, Promotion Mix and its

Role of Advertising, Sales Promotion Promotion Budget.

and Personal

Selling;

Contemporary Issues; Direct Marketing, Marketing of Services, Marketing Research, Sales Distribution Management Retailing Brand Management, E- Marketing, Customer Relationship Marketing.

Suggested Reading:
1. Kotler, Phillip, Marketing Management: Analysis, Planning and Control, Prentice Hall, New Delhi. 2. Varshney, R L., Marketing Management: An Indian Perspective, Sultan Chand & Sons. 3. Saxena, Ranjan, Marketing Management, Tata Macgraw Hill, New Delhi. 4. Stanton, William J. and Charles Futnell, Fundamentals of Marketing, MacGraw Hill International. 5. Rampal, M.K., Cases and Simulation in Marketing, Galgotia Publishing Company, New Delhi. 6. Ramaswamy, V.S. and Namakumari, S., Marketing Management: Planning, Implementation & Control, Macmillan India Ltd.

CP-104 : FINANCIAL AND MANAGEMENT ACCOUNTING

Objective:

To develop the students understanding of the importance, language and techniques of accounting. To develop skills for preparation and analysis of financial statements for better management planning and control. To develop skills for using accounting information for management decision making

Course Outline:
Introduction: Importance Of Accounting; Uses And Users Of Accounting Information; The Scope Of And Inter-Relationship Between Financial, Cost And Management Accounting; Basic Accounting Concepts And Conventions Underlying Preparation Of Financial Statements; Accounting Processes: Basic Accounts, Commonly Used Classification Systems; Trial Balance And Preparation Of Financial Statements Like Balance Sheet, Profit & Loss Statement Income Measurement: Revenue Recognition And Matching Costs And Revenues; Inventory: Basic Classification, Valuation Using Various Methods; Inventories Under Companies Act; Intangible Assets Accounting; Depreciation Accounting; Depreciation, Depletion And Amortization; Depreciation Methods; Depreciation Under Income Tax Act. Liabilities: Basic Classification Between Long Term And Current Liabilities; Contingent Liabilities; Deferred Tax Liabilities;

 Cash Flow Statements: Meaning; Purpose And Uses; Methods Of Preparation Basic Cost Concepts: Introduction; Cost Classification; Allocation, Apportionment; Cost Centres, Preparation of Cost sheet Cost Analysis For Managerial Decisions: Direct Costing, CostVolume-Profit Analysis. Relevant Costs, Pricing, Relevant Fixed Costs And Sunk Costs; Absorption Costing And Marginal Costing: Meaning, Differences And Methods. Cost Analysis For Control: Standard Costing: Meaning, Suitability, Limitations; Generation And Revision Of Standards; Budgeting And Control: Meaning, Objectives, Merits and Limitations, Elements Of Budgeting; Zero Base Budgets

Suggested Readings:
1. Bhattacharya, S. K. And Dearden, Management, Vikas Publishing House J., Accounting For

2. Anthony & Reece, Accounting Principles, Irwin Publishers 3. Horngren, C. T., Foster, G. And Datar, S. M., Management Accounting, Prentice Hall 4. Tulsian, P. C., Financial Accounting, Pearson Publishing

CP-105 : MANAGERIAL SKILLS DEVELOPMENT

Objective:
The main objective of this course is to develop students overall personality & how the faculty will act as a facilitator so as to promote/ improve individuals skills and group performance.

Course Outline:

Attitude: Concept and steps to build a positive attitude; Win-Win Attitude, Winning strategies; Writing to win: setting personal objectives. Motivation: Self esteem; steps to build a positive self esteem; understanding human motivation. Team Work: Creating an open and trusting environment; Stressmanagement; Time management; obtaining a decision. Influencing groups, Leadership, ensuring dynamic leadership; Team writing. Communication skills: Process of communication, channels and networks of communication, Barriers to effective communication, forms of business communication, design for effective communication in an interview, questions related to facing an interview, and common interview situations; asking right questions. Interpersonal skills: Building a positive personality.

Presentations: clarifying objectives, delivering presentations and handling audiences; building confidence. Report writing and group discussion management Reading skills: Types of reading, Techniques of reading.

Suggested Readings:
Richard Storey, The 1. Publishing Ltd., England. Ritch Sorenson 2. Communication, and Grace Kennedy, Business & Management Sushi l Bhal , Busines s Communicat ion Art of persuasive communication, Gower

3. Prentice Hall, New Jersey. Today, Response Books a Division of Sage

Publications.
a.

4. Patricia Hayes Andrews Richard T. Merschel, Organisational Communication, AITBS Publishers & Distributors, Delhi.

5. Dalmar Fisher, Communication in organizations, Jaico Publication House. 6. Petett & Lesikar, Business communication. McGraw-Hill's 7. Petett & Lesikar, Essential of Business Communication , McGraw-Hill's. 8. Bowman, Joel and Branchaw, Bernadine P. Business Communication: From Process to Product. 1987. Dryden Press, Chicago.
9. Hatch, Richard, Communicating in Business. Research Associates, 1977 Science

Chicago.
10. Murphy, Herta A and Peck, Charrles E. Effective Business

communication. 2nd ed. 1976. Tata McGraw Hill, New Delhi.

11. Pearce, C Gienn etc. Business Communication: Principles and

Applications 2nd ed. 1988. John Wiley, New York.

12. Treece, Maira, Successful Business Communications 3rd ed. 1987. Allyn and
Bacon

Boston.

CP-106 : QUANTITATIVE METHODS FOR DECISION MAKING

Objective:

The objective of this course is to provide a theoretical framework as well as business applications of various quantitative methods to decision making:

Course Outline:
Arranging data distribution. Measure of distribution. to convey meaning; and constructing dispersion in frequency frequency

central

tendency

History and relevance of probability theory; basic concepts in probability and probability rules. Probability distribution - Normal, Binomial and Poisson; choosing the correct probability distribution. Sampling and sampling distribution: random sampling, various sampling plans; relationship between sample size and standard error. Testing hypothesis; basic concepts, hypothesis testing of means of samples with population standard deviation known, and power of a hypothesis test. Hypothesis testing of proportions and means under different conditions Chi - square test and analysis of variance. Simple regression.

 Correlation analysis. Introduction to time series, variations in analysis. Applications of time series to forecasting. Index number: definition, unweighted and weighted aggregate indices, quantity and value indices. Statistical Package for Social Sciences (SPSS). time series and trend

Suggested Readings:
1. Levin, R., and Rubbin, D., Statistics for Management, Prentice Hall , New Delhi. 2. Hoel . P. G., Statistics as applied to Business and Economics, Wiley, New York. 3. Kazamier, York. Statistics as applied to Business, McGraw Hill, New

4. Hoel. P.G., Calculus as applied to Business and Economic, John Wiley & Sons, New York. 5. Hooda R.P., Statistics for Business and Economics, Macmillan India, New Delhi 6. Bhardwaj R.S., Math for Business and Economics, Excel, New Delhi

10

CP-107 : COMPUTER APPLICATIONS IN MANAGEMENT

Objective:

The objective of this course is to acquaint the management students about the computing resources of an organisation and their usage to enhance their personal efficiency so that they can contribute efficiently towards the organisational effectiveness.

Course Outline:

Introduction: Purpose & meaning of data, information and knowledge for business organisations. Information technology its definition, scope and related technologies. Relationship of information technology with management. Computing Resources of the Organisation: a. Hardware: General modal of a digital computer concepts of motherboard, bus, microprocessor, different types of memory, adaptor cards and I/O devices. Disk concepts formatting, booting, partitioning, FAT and directory. Latest trends in hardware. b. Software: Classification of software - Systems & Application Software. Systems Software - Operating System, assembler, compiler and interpreter, drivers & communication software. Application Software General purpose, integrated and special purpose application packages for business, DBMS & RDBMS and ERP packages. Latest trends in software. Computing Environment for Business: Organising computing resources of an organisation centralisation versus decentralisation. Single user, multiprogramming & timesharing concepts. Organising transaction processing - batch and real time processing. Enterprise-wide Computing - fundamentals of networking, client-server environment.

 Internet as a Business Resource: Structure of Internet. Connectivity methods. Internet services E-mail, WWW, Mailing List, Usenet, FTP, Telnet, Chatting, Conferencing, telephony; their applications in business. Computer Security: Physical and logical security of data at individual PC level - virus management. Hands on Practice: Internet, Windows 2000 and Office 2000.

Suggested Readings:
Peter Norton, Introduction to Computers, Tata McGraw Hill. Peter Norton, Inside the PC, Techmedia. Tata McGraw Hill. Young: Internet Complete Reference, Tata McGraw Hill.

11

MBA

SECOND SEMESTER

12

CP-201 :

BUSINESS ENVIRONMENT

Objective:
The main objective of this paper is to acquaint students about the emerging trends in business environment.

Course Outline:

Nature, Components and determinants of Business Environment , dynamics of Business Environment, Key Indicators. Risk in Business Environment, Assessing Business Environment Country risk and Political Risk Current state of Business Environment in India Economics reforms- Liberalisation, Privatisation, Globalisation. Industrial Policy and Industrialisation Trends. Public Enterprise reformsDisinvestment Competitive Environment, Financial Environment. Indian Current Balance of Payment Position. Globalisation trends, trade reforms and trends Nature and operation of Multilateral Economics Institutions, World Bank, WTO, IMF and their Impact on Indian Business Environment Government and Business Business ethics and economic offences Programmes,

Suggested Readings:
1. Shapiro E, Macroeconomic Analysis, Galgotia Publications, New Delhi. 2. Rangarajan C and Dholakia B.H, Principles of Macroeconomics, Tata McGraw-Hill. 3. Misra & Puri, Economic Environment of Business, Himalaya Publishing House. 4. D.N. Diwedi, Macro Economics, Theory & Practice, Tata McGraw Hill

13

CP-202:

OPERATIONS RESEARCH

Objective:

This course aims at familiarizing the students with basic quantitative tools and techniques, which are frequently applied to business decisionmaking:

Course Outline:

Operations Research: Overview and History; techniques and tools of O.R. for optimisation; Application of O.R. to various functions of management; limitations of O.R. Linear programming (LP): formulation of LP problems and graphical analysis and solutions. Simplex solutions of LP problems. Sensitivity analysis. Applications of linear programming. Transportation problem: basic feasible solution; MODI method, stepping stone method and unbalanced problem. Degeneracy and maximization in transportation problems. Assignment problem: solution of an assignment problem; unbalanced assignment problem and maximization in an assignment problem. Decision Theory: pay-off table, regret table and decision tree. Simulation: introduction; reasons for using simulation; limitations

of simulation; steps in simulation process. Applications of simulation. Game Theory. Graphical solutions in game theory. Querying theory: General structure & operating characteristics, QT Models: Poisson- exponential, single server model- infinite population. PERT / CPM

Suggested Readings:
1. Sharma J.K., Operations Research: Theory and Applications, Macmillan India, New Delhi 2. Vohra N.D., Quantitative Techniques in Management, Tata McGraw Hill. 3. Riggs, J.L., Production Systems, Wiley & Sons, New York. 4. Taha, H.A., Operations Research: Introduction, Macmillan, New York. 5. Wagner, H.M., Principle of Operations Research, Prentice Hall, New Jersey. 6. Ackoff, R.L. and Sasini, M. W., Fundamentals of Operations Research, Wiley & Sons, New York.

14

CP -203 : BUSINESS RESEARCH METHODOLOGY

Objective:

The objective of this course is to provide an insight into the scope and extent of application of Business Research as an information providing activity for management decision-making and to equip the students with the basic understanding of the research methodology and forecasting techniques.

Course Outline:
Nature and Scope of Business Research. Problem Formulation and Statement of Research Objectives. Value and cost of information. Organization structure of Business Research. Business Research Process. Sample Design. Fieldwork and tabulation of data. Basic techniques for Analysis of data. Advance techniques for data analysis: Discriminant analysis, Factor analysis, Conjoint analysis. Business Research Applications in Management Functions. Ethical issues in Business Research. Nature and types of Research: Specifying a problem for research in Business, Planning and Organizing Research. Techniques of Data Collection.

 Writing the Research Report. Introduction to Forecasting, short term and long term Forecasting. Overview of Forecasting Techniques: Historical Analogy Method, Executive Opinion Method, Survey Opinion Regression Analysis, Time Method, Barometric Techniques,

Series Analysis, Exponential Smoothing, Input-Output Models.

Suggested Readings:
1. Luck, D.J. and Rubin, R.S., Marketing Research, Prentice Hall of India. 2. Mentzer, J.T. and Bienstock, Management, Sage Publications. C.C., Sales Forecasting

3. Boyd, H.W. and Westfall, R., Marketing Research: Text and Cases, Richard D. Irwin. 4. Brown, F.E., Marketing Research, New York, Addison Wesley. 5. Burns, Alvin.C. and Bush, Ronald.F., Marketing Research, Engelwoods Cliffs, New Jersey, Prentice Hall Inc. 6. Tull,D.S. and Hawkins, D.I., Marketing Research: Measurement and Methods, Prentice Hall of India. 7. Beri, G.C., Marketing Research, Tata McGraw Hill.

15

CP-204: CONSUMER BEHAVIOUR

Objective:

The objective of this course is to bring up the hidden issues of Consumer Behaviour to horn the skills of effective decision-making in the students.

Course Outline:

Introduction to Consumer Behaviour. Managerial Applications areas of Consumer Behaviour concepts. Purchasing Patterns. Involvement and Perception. Behavioural Learning. Motivation and Affects. Consumer Motivation and effects. Personality and Psychographics. Believes, Attitudes and Behaviour. Attitude Belief and Behaviour change. Persuasive Communication. Culture. Sub Culture and Cross Culture. Influence of Family and Social Class on Consumer Behaviour. Group Dyadic and Diffusion process.

 Consumption and Post Consumption Behaviour.

Suggested Readings:
1. Schiffman and Kanuk, Consumer Behaviour, PHI, New Delhi. 2. Louden Della Bitta, Consumer Behaviour McGraw Hill. 3. Engel, Blackwell and Miniard, Consumer Behaviour, Chicago Dryden Press. 4. K.K. Shrivastava Consumer Behaviour in Indian context, Khandai, Sujaja

16

CP-205 :
Objective:

FINANCIAL MANAGEMENT

To Understand How The Company Takes The Major Decisions About Investments And Financing Of The Business

Course Outline:

Introduction: Scope, Functions And Objectives Of Financial Management; financial Goal Profit Vs. Wealth, Conflict Of Goal Agency Problem Financial Statement Analysis: Uses, Trend Analysis, Horizontal And Vertical Analysis, Comparative Analysis, Ratios: Liquidity, Activity, Financial Structure, Profitability And Share Investment Ratios; Du-Pont ROI Model. Time Value Of Money: Concept Of Value & Return, Compound Value & Present Value Of A Lump Sum And Of An Annuity Long Term Investment Decisions: Introduction To Capital Budgeting, Investment Evaluation Criteria Net Present Value, Internal Rate Of Return, Profitability Index, Payback Period, Discounted Payback Period & Accounting Rate Of Return, NPV Vs. Other Methods Cost Of Capital Estimation: Cost Of Retained Earning, Debt, Preference Share Capital, Equity Dividend Growth Model & Capital Asset Pricing Model, Weighted Average Cost of Capital & Marginal Cost Of Capital Financing Decisions: Leverages Operating Leverage, Financial

Leverage & Combined Leverage, Impact Of Leverages On Risk. Capital Structure Determination: Modillion-Miller (MM) Approach & Traditional Approach, Features Of An Appropriate Capital Structure, Determinants Of The Capital Structure, Designing Of Capital Structure In Practice, Empirical Evidence.
Working Capital Management: Introduction To Working Capital Management, Needs &

Determinants of Working Capital, Estimation Of Working Capital, Introduction To Working Capital Finance, Regulation Of Bank Finance; Receivables Management Techniques, Analysis of Investment In Receivables; Inventory Management Techniques and Cash Management Techniques. Sources of finance.

Suggested Readings:
1. Damodaran, A., Corporate Finance, J Wiley 2. Pandey, I.M., Financial Management, Vikas Publishing House 3. Chandra, P., Financial Management, Tata McGraw-Hill 4. Brealey, R., & Myers, S.C., Principles of Corporate Finance, Tata McGraw -Hill 5. Van Horne, J.C., Financial Management And Policy, Pearson Education

17

CP-206 : HUMAN RESOURCE MANAGEMENT

Objectives :

In a complex world of industry and business, organizational efficiency is largely dependent on the contribution made by the members of the organization. The objectives of this course is to sensitize students to the various facets of managing people and to create an understanding of the various policies and practices of human resource management

Course Outline :

Concepts, structure and Perspectives of HRM Human Resource Planning: Concepts and Techniques of Planning Job analysis and Job designing Recruitment process: recruitment process Selection process Induction and Socialization Training and Development: Concepts, Principles of learning On-the job and Off-the job methods Performance appraisal and Potential Evaluation Job Evaluation and Wage Determination Employee Welfare Industrial Relations and Trade Unions Grievance Management Discipline Management Model and internal and external

 Changing the nature of Workforce

Suggested Readings:
1. Aswathappa, K. Human Resource and Personnel Management, Tata McGraw Hill, New Delhi. 2. De Cenzo, D A Wiley 3. Chadha, N.K. Human Resource Management, New York John Human Resource Management, Friends Publishers. Performance Measurement and Evaluation,

4. Holloway, J. Ed. Sage, New Delhi. 5. Legge, K. London. 6. Rao, VSP

Human Resource Management, McMillan Business, HRM text and Cases, Excel books, New Delhi.

7. Stone , Lloyed and Leslie W. Rue. Human Resource and Personnel Management, Richard D. Irwin, Illinois.

18

CP-207 : OPERATIONS MANAGEMENT

Objective:

The objective of this course is to familiarize the student with the basics of Production and Operations Management. This function is concerned with production of goods and providing services in cost-effective manner in accordance with the existing and perceived demand for the existing and potential customers.

Course Outline:

The production function and the organization; goods and services; andproduction/operations strategy. Designing products and services. Variety and value engineering. Production processes: job design and manufacturing systems. Job, batch, mass and continuous production methods and assembly line balancing. Method study, work measurement and job standards. Plant location. Layout planning. Plant capacity, equipment selection and maintenance of facilities and equipments. Production planning and control: forecasting. Aggregate planning, management. scheduling systems and capacity

Project management: Gantt Charts, Histogram and PERT/CPM.

 Inventory control: reorder system, periodic system, price discount and safety stock. JIT, MRP-1 and MRP - II. Quality Control, SQC: P Chart, R-Chart and C-Chart. Quality Assurance: Acceptance sampling. Reliability and Safety.

Suggested Readings:
1. Martinich Joseph S., Production and Operations Management: An

Applied Modern Approach, John Wiley, Singapore.

2. Adam, E.E. and Ebert, R. J.,

Management, PHI, New Delhi.

Production and Operations

3. Slack, N., Chanmbers, Harland & Johnston, Operations Management, Pitman Publishing, London. 4. Buffa, E.S. and Sarin, R.K., Modern Production/Operations Management, John Wiley & Sons, Singapore. 5. Chase, R.B. and Aquilano, N.J., Production and Operation Management, Irwin, London

19

MBA

THIRD SEMESTER

20

CP 301: MANAGEMENT OF TRANSNATIONAL CORPORATIONS

Objective:

This course is designed to provide an in-depth understanding of the management challenges in transnational operations in the dynamic global business arena.

Course Outline:
Overview of the evolving global business environment. New economic system, WTO, positive returns, IPRs Patent and Copyright regimes. World of mega corporations, specialized information/knowledge based dot. com companies. The nature of networked global business operations. Management challenges and opportunities in the global business arena. Balancing the global-local Resources, technology-human mix. Global strategic perceptions of TNCs. Global-local mix for customers. Cultural and ethical issues in transnational operations. Structure of control issue in the operation. Case studies and class presentations. SMEs and

Suggested Readings:
1. Drucker, London. Peter F., The New Realities, Mandrain Paperbacks,

2. McRae, Harmish, The World in 2020, Harvard Business School Press, Boston. 3. Arthor, Brian W., Increasing Returns and the New World of Business, Harvard Business Review. 4. Sindhwani, T.N., The Global Business Perspective, Macmillan India Ltd., New Delhi. Game-A Strategic

5. Ved Bhusran Sen, Vision 2020 Business Today (Nov. 22-Dec.6, 1996) New Delhi. 6. Bartlett, Christopher A, and Sumantra Ghoshal, Managing Cross Borders, Harvard Business School Press, Boston. 7. Dymsza, William A., Multinational Business Strategy, McGrawHill N.Y. 8. Ramu, Shiva S., International Business - Governance Structure , Wheeler Publishing, New Delhi.

The list of cases and specific reference including recent articles will be announced in the class at the time of launching of the course.

21

CP 302 : ENTREPRENEURSHIP

Objective:

The objective of this course is to develop a basic understanding of the entrepreneurial development and the process of setting up of new ventures and their management.

Course Outline:

Entrepreneur and Entrepreneurship: concepts; role, attitude, values andcharacteristics of an entrepreneur. Entrepreneurial motivation. Entrepreneurship: its need, growth and barriers to the growth of entrepreneurship. Innovation and entrepreneurship. Entrepreneurship process Institutional support system for the growth Entrepreneurship Development Programmes. of SMEs and

Steps in setting up a new venture: business idea generation and entrepreneur-product match. Development of business plan and project feasibility report. Forms of business organizations and ownership structure. Market assessment, marketing problems and marketing strategies for new ventures. Capacity planning for new enterprises. Choice of technology, production system planning and quality management. Estimating the investment in plant & machinery for new business enterprises. Layout planning and planning for other physical resources and

buildings and land. Location considerations for new enterprises. Organization structure and implementation schedule. manpower planning, Project

Inventory considerations and assessment of working capital requirements. Estimates of project cost, means of finance. Techno-economic feasibility analysis: profitability, ratio analysis and break-even point. Cost benefit analysis. Project appraisal and arranging complete financial tie-up for new enterprises. Franchising: definition, selection, franchise relationship and master franchise. Entrepreneurial buying: sellers motives, selection & evaluation, price fixation for target buying, and buying for expansion. Growth strategies for SMEs and industrial sickness.

Suggested Readings:
1. S.S.Khanka, Entrepreneurial Development (Text Book), S Chand & Co. 2. Schempter, Entrepreneurship Pergamon Journals Ltd. 3. Joy P.K., Total Project MacMillan India Ltd. & Economic The Development, Indian Context,

Management;

4. Tandon B.C., Environment & Entrepreneur, Chand Publications. 5. Nicholas Siropolis, Entrepreneurship & Small Business, Houghton Mifflin (T)

22

CP-303: CORPORATE LEGAL ENVIRONMENT

Objective:

The objective of this course is to familiarise the students with the basics of legal environment of business, the evolution of legal system and the sources of commercial law as well as the issue in corporate legal governance in India with a stress on application of law on business transactions with reference to the case laws.

Course Outline:

Evolution of legal system and sources of business law, Business Legislation's socialresponsibilities of business.
Indian Contract Act, 1872:Meaning and Nature of Contract, Essential Elements of

a Valid Contract, Flaws in Contract, Void Agreements. Quasi contracts, Discharge of Contracts, Remedies for Breach, Contract of Indemnity and Guarantee. Law relating to Bailment, Pledge and Agency. Sale of Goods Act, 1930: Contract of Sale and Agreement to Sell, Conditions & Warranties, Doctrine of "Caveat Emptor", "Resperit Demino" and "Nemo Dat Quod Non Habet", Transfer of Title by Non-owners, Unpaid Seller, Auction Sale. Negotiable Instruments Act, 1881: Definition & Characteristics, Kinds of Negotiable Instruments, Liability of Banker, Endorsement, Crossing of Cheques Holder & Holder in Due Course, Maturity, Discharge, Dishonour of Cheques including special provisions of Section 138to 142 under the Negotiable Instruments Act, 1881.

Consumer Protection Act, 1986: Objects, Definitions of Important Terms, Consumer, Redressal Machinery Jurisdiction and Remedies.

Partnership Act, 1932: Definition & Types of partnership, rights & duties of partners, implied authority of partners, minors position as a partner, dissolution of partnership. Companies Act, 1956: Company - Meaning and Characteristics, Kinds of Companies and Formation of a Company. Company Management & Board Meetings. Company Meetings Winding up of Companies SEBI Act, 1992: Important Features & Definitions, Establishment and Incorporation of Board, Functions, Guidelines for Public Issue, Right Issue & Bonus Issue. Seminar / Presentations.

Suggested Readings:
1. Avtar Singh, Company Law, Eastern Book Co, Lucknow.

2. Ghosh & Kapoor, Business Policy and Environment, Sultan Chand & Sons, New Delhi. 3. Goel Rohini, Mercantile Law (2003), Taxman Allied Service Pvt. Ltd., New Delhi 4. Khurana , Ajit and Chandhok (2007), Business Legislations, S Dinesh & Co, Jalandhar 5. Kapoor, N.D., Elements of Mercantile Law, Sultan Chand & Sons, New Delhi. 6. Taxmann's, Corporate Laws, Taxmann Allied Service Pvt. Ltd., New Delhi. 7. Bare acts relevant to the respective laws.
23

ELECTIVES IN THE AREA OF MARKETING -3rd SEMESTER MM-301 : SUPPLY CHAIN MANAGEMENT

Objective:

The objective of this course is to acquaint the students with the concepts, which are helpful in understanding and appreciating selling and distribution processes and the skill set associated with them.

Course Outline:

An introduction to Sales Management, The Sales Perspective and Future challenges The Art of Persuasion, Prospecting & planning the sale. Nature, Scope & Importance, setting up of Sales Organization. Functions of Sales Organizations Recruitment & Selection of sales Force, Developing & Conducting Sales Training. Designing & Administering Compensation Plans for sales Force, Supervision & Motivation of Sales Personnel. Sales Meetings & Sales Contests, Designing Territories & allocating Sales targets. Sales Evaluation, Sales Costs Analysis, Forecasting Sales. Comprehensive analysis of the different steps involved in the Selling Process,

 Overview of Marketing Channels, Structure of Channels. Functions & Relationships of Marketing Channels Channel Intermediaries performance. & evaluation of intermediaries

Logistics of Distribution & Cost Effectiveness. Managing Marketing Channels.

Suggested Readings:

1. Geoffrey Lancaster & David Jobber Selling and Sales Management, Macmillan India Limited. 2. Anderson, R., Joseph Hair, Jr., Alan Bush, Professional Sales Management, Prentice Hall Inc. 3. Buskirk, R.H. and Stanton, W.J., Management of sales force, Mcgraw- Hill 4. Peter Thomson Sell your way to the Top, Excel Books 5. Richard D.Irwin.Dalry D.J., Sales Management: concept and cases, John Wiley. 6. Ramachandran, S. and Ramanan, C.V., Distribution and Sales Management, Allied Publishers Pvt. Ltd.

24

MM-302 :
Objective:

RETAIL MANAGEMENT

This course builds the foundation by introducing the basic concepts in retailing and understanding its relationship with respect to marketing mix. It will also provide an overview of the different cases (Indian & Global) to equip students with the practical aspects of retailing.

Course Outline:
Introduction to retailing Introduction to retail marketing Consumer Behaviour & retail operations The management of service and quality retailing The retail marketing mix: Product The retail marketing mix: Place The retail marketing mix: Price The retail marketing mix: Promotion Merchandise management Methods and approaches to retail marketing planning Retail location structure and decision The management of retail brand The applications of IT to retain marketing Consumerism & Ethics in retailing International retailing

 The future of retailing

Suggested Readings:
1. D. Gilbert, Retail Marketing Management; Prentice Hall

2. Vedamani,

G.Gibson, Retail Management: Principles & Practices; Jaico Publishers

Functional

3. Lucas; Bush & Gresham, Retailing; All India Publishers 4. Berman & Evans, Retail Management; Prentice Hall 5. Newman, Andrew J & Cullen, Peter; Retailing: Environment

& Operations; Vikas Publishers

25

MM-303 : BRAND MANAGEMENT

Objective:

The objective of this course is to impart in depth knowledge to the students regarding the theory and practice of product and brand management.

Course Outline:

Introduction to product management: Product concept, product levels , product life cycle ,Product mix and product line decisions New product planning and development, marketing mix decisions for the new product. Product positioning, Product diversification and simplification Understanding Brands: Concept of brand, Evolution of brands, brand perspective Anatomy of a brand. Competition and brand, brand power. Value addition from branding, building strong brands. Concept of brand equity: Defining Brand equity, drivers of brand equity brand awareness, brand loyalty, perceived quality and brand association. Brand Customer Relationship, brand loyalty and customer loyalty, loyalty segmentation, concept of relationship marketing. Brand Identity system: Brand identity perspectives, structure, six facets of identity. Brand Image, Brand Personality

 Positioning of brands, benefits, methods of positioning, elements of positioning, successful and unsuccessful positioning. Leveraging the brand: Line extension and brand extension. Advertising and brand building. Managing brands: Stages of concept management. Brand Revitalization. Branding Strategies

Suggested Readings:
1. Aaker, David A,

York.

Managing Brand Equity, Free Press, New

2. Chwley, Don., Understanding Brands, Kogan Page, London. 3. Kapferer, J. N., Strategic Brand Management, Free Press, London. 4. Aaker, David A., Building Strong Brands, Free press, New York. 5. Majumdar, Ramanuj, Product Management in India ,PHI.

26

MM-304 : STRATEGIC MARKETING

Objective:

The basic objective of this course is to develop skills for analysing business opportunities and design appropriate competitive marketing strategies for higher market share.

Course Outline:

Strategic Market Management: An effective tool for Business Planning. Scanning the environment for Strategy formulation, Marketing Auditing, Segmental, Productivity and Ratio analysis. Researching the Markets and Customer base for existing and new businesses. Market Segmentation, Targeting and Positioning. Strategic Models & Situation Analysis: Core Competencies, Analysing the Product Portfolio, Generic strategies for leaders, followers, challengers and nichers. Competitive Strategies Developing Competitive Information System (CIS). Product strategies Pricing policies Promotional strategies Distribution plan Understanding Different Organizational approaches to Business Development: Organic Growth, Acquisition, Alliance, Management Buyout, Diversification.

Formulating strategies for sustainable competitive advantage in existing and new businesses.

Implementing and Managing Strategic Marketing. Controlling the Competitive Strategies. New Dimensions in Strategic Marketing

Suggested Readings:
1. Aaker, D.A., Strategic Market Management, John Wiley & Sons.
2. Buzzell, R.D. and Gale, B.T., The PIMS Principles: Linking Strategy to Performance,

New York, Free Press. 3. Cravens, D.W., Strategic Marketing, Irwin. 4. Wilson, R.M.S. and Gilligan, C., Strategic Marketing Management: Planning, Implementation and Control, ButterworthHeinemann. 5. Levitt, T., Marketing Myopia, Harvard Business Review. 6. Ohmae, K., The Mind of the Strategist, Penguin Books, New York 7. Porter, M.E., Competitive Strategy, The Free Press, New York. 8. Porter, M.E., Competitive Advantage, The Free Press, New York.

27

MM-305 : INTERNATIONAL MARKETING

Objective:

The course aims to understand the differences and similarities between International marketing and domestic marketing. The emphasis is upon understanding and application of the tools, techniques and methodologies of assessing the different situations related to International marketing.

Course Outline:
Introduction: Forces and concepts of International Marketing Economic and political environment Consumer behaviour: Cultural and social factors and International marketing International Market Research Market Opportunity analysis Standardisation concepts Adaptation concepts Pricing policy Promotional & distribution strategies in the International market Issues related to people, process and technology in International marketing context The Entry strategy: Joint venture & Franchising Merger & Acquisitions International Marketing strategies International Marketing Planning

 Exporting The Internet & International Marketing

Suggested Readings:
1. Chee, H, and Harris, R., Global Marketing Strategy; Pitman Publishing. 2. Keegan W., Global Marketing Management; Prentice Hall. 3. Fifield, P., & Lewis, K., Global Marketing Strategy 1997-1998 Chartered Institute of Marketing. 4. Doole, Isobel & Lowe, Robin, International Marketing Strategy, Business Press. 5. Cherunilam, Francis, Publishing House. International Marketing, Himalaya

6. Jain, Subhash C, International Marketing Management, CBS publishers. 7. Shaw, John J & Onkvisit, Sak, International Marketing, Prentice Hall.

28

ELECTIVES IN THE AREA OF FINANCE-3rd SEMESTER

FM 301: FOREIGN EXCHANGE MANAGEMENT

Objective:

To Impart Skills To The Students To Understand The Art And The Science Of Investment Management And By Using Skills Learned To Successfully Create And Manage Investment Portfolio.

Course Outline:

Foreign Exchange Markets: Meaning, Types and Transactions existing in various Foreign Exchange Markets. Exchange Rates: Meaning and Quotation of Foreign Exchange Rates. Various Types of Rates, Exchange Spread, Official and Free Market Rates, Cross Currency Rates. Forward Rates and Quoting of Forward Rates. Organisation of Foreign Exchange Markets: Meaning and Structure Meaning of Currency and Procedures of Currency Futures, Currency Options and Currency Swaps.
Corporate Exposure Management: Meaning and Foreign Exchange Risk. Alternatives Strategies for Exposure Management, Exposure Management Techniques, Organisation, Functioning, Parameters and Constraints.

Economic Fundamentals: Various Economic Fundamentals Affecting the existence and working of Foreign Exchange Markets. Financial and Socio-Political Factors of Foreign Exchange Markets.

 Technical Analysis: Analysis in Foreign Exchange Markets, Tax Treatment of Foreign Exchange Gains and Losses.

Suggested Readings:
1. Aliber,R.Z. Exchange Risk Finance.London,Macmillan,1978 and Corporate International

2. Shapiro,A.C. International Financial Management, Boston, Allyn and Bacon,1979 3. Sutton,W.H.Trading in Currency Options, New York Institute of Finance,1987 4. Luca Cornelius Trading in the Global Currency Markets, N.J. Prentice Hall, 1995. 5. Bhalla,V.K. International Financial Management.2nd ed New Delhi,Anmol

29

FM-302: SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT

Objectives:

The objective of this course is to impart knowledge to students regarding the theory and practice of Security Analysis and Portfolio Management.

Course Outline:

Investment-return and risk, Operations of Indian Stock Market, New Issue Market, Listing of Securities, OTCEI Mechanics of companies, investing, markets and brokers, investment

Market indices and return. Investment alternatives, valuation theories of fixed and variable income securities Fundamental and technical approach, Efficient market theory, Risk & return determination of a portfolio Markowitz portfolio theory, Sharpe simple index model capital market line, CAPM, characteristics line, Portfolio revision- meaning, need and constraints, Formula plan, constant-dollar-value plan,

 Constant ratio plan, variable ratio plan, Portfolio performance evaluation, Risk Adjusted performance measures

Suggested Readings:
1. Pandian, Security Analysis and Portfolio Management, Vikas Publishing House, New Delhi. 2. Raman, Investment: Principles and Techniques, Vikas Publishing House, New Delhi. 3. Fischer, Donald E. and Jordan, Ronald J. Security Analysis and Portfolio Management, Prentice Hall of India, new Delhi. 4. Fuller, Russell J. and Farrell, James L. Modern Investment and Security Analysis, New York, McGraw Hill. 5. Alexander, Gorden J. and Bailey, Jeffery V., Investment analysis and Portfolio Management, Dryden Press, Thomson Learning, Bombay. 6. Machiraju, H. R. Indian Financial System. Vikas Publishing House, N. Delhi. 7. Kevin, Portfolio Management, Prentice Hall of India, New Delhi.. 8. Strong, Portfolio Management, Thomson Learning, Bombay. 9. Elton, Edwin J and Gruber, Martin J. Modern Portfolio Theory and Investment Analysis, New York, John Wiley. 10.Reily, Frank K., Investment Analysis and Portfolio Management, Dryden Press.

30

FM-303- BANKING AND INSURANCE

Objectives: The Objective of this course is to a apprise the students with the banking law and practices and develop an understanding of various laws affecting banks.

Course outline:

Evolution of Banking Law, Main provisions of Banking Regulation Act, 1949, and RBI Act, 1934 and negotiable Instruments Act, 1881. Securities for Bank Advances, Forms of securities and precautions taken by Banks in accepting these securities. Gurantees: Contract of Guarantee and contract of indemnity, Guarantee as Bankers Security. Writing Reports on Bank Visits, Prevailing Practices in Banking Case studies, Banker Customer Relationship, Contemporary Issues in Banking: NPA and Adequacy in Indian Banks. Introduction to insurance, various types of insurance, principles of insurance, important insurance policies in life and non-life insurance, IRDA and its role in insurance sector in India, privatization of insurance industry in India, Insurance business operations, recent trends in insurance around the globe, Concept and implications of bank assurance and universal banking in India. Insurance Environment: Internal, External, Legal and Commercial, Comparative Environment of Insurance Business, Insurance procedure Settlements of Claims under life and non- life insurance. Contemporary issues in insurance.

Suggested Readings: 1. Gulshan, S.S., Law and Practices of Banking in India, Sultan Chand & Sons 2. Davar, S.R., Law and Pracice of Banking, Vikas Publishing House, Delhi 3. Dr. Mukund Mahajan, Law & Practice of Banking in India, Nirali Prakashan. 4. Varshney, P.N., Banking Law and Practice in India, Sultan Chand & Sons

31

FM-304: WORKING CAPITAL MANAGEMENT

Objectives:

The objective of the course is to acquaint the students with the importance of the working capital and techniques used for effective working capital management.

Course Outline:

Concept of Working Capital Management, Importance of Working Capital, Kinds of Working Capital, Factors Determining Working Capital, Estimating Working Capital Requirements, Management of Cash Motives for Holding Cash and marketable securities, cash system, Managing the Cash Flows, Types of Collection Systems , Cash Concentration Strategies, Disbursement Tools, Investment in Marketable Securities, Forecasting Cash Flows, Managing Corporate Liquidity and Financial Flexibility, Measures of Liquidity, Determining the Optimum level of cash balances Baumol Model, Beranek Model, Miller-Orr Model, Stone Model, Receivable Management- Determining the Appropriate Receivable Policy, Marginal Analysis, Credit Analysis and Decision, Heuristic Approach, Discriminant analysis, Sequential Decision Analysis, Inventory Management and Valuation, Inventory Control Models, Short term financing, Programming Working Capital Management, Integrating Working Capital and Capital Investment Processes.

Suggested Readings:
1. Bhalla, V K, Working Capital Management: Tax and Cases, 4th

ed., Delhi, Anmol, 2001.

2. Hampton J J. and C.L. Wagner Management. John Wiley & Sons, 1989. 3. Mannes, T.S. and J.T. Zietlow Management. West Pub. Co., 1993.

Working

Capital

Short-term

Financial

4. Scherr, F.C. Modern Working Capital Management, Prentice Hall,

1989.
5. Smith, Keith V and G.W. Gallinger Readings on Short term

Financial Management. 3rd ed., West Pub. Co., 1988.

32

FM-305 : INTERNATIONAL FINANCE

Objective:
To develop a global orientation for the Management of Finance in Multinational Firms. To introduce the participants to complexities of the world of international finance. To provide a thorough understanding of the financial issues facing International enterprises, particularly in developing countries. To help to learn basic analytical tools used in international corporate finance.

Course Outline:
International Finance And Economic Scenario: Increasing Interdependence In The Global Economy, Trends In International Trade And Cross Border Financial Flows, India In The Global Financial Markets, Liberalization, Integration And Innovation, Challenges Of International Financial Management, Gains From International Trade And Investment. International Monetary System- Payments And Settlement Systems, Globalisation Of Financial Markets And Tax Environment, An Overview Of International Financial Markets, Exchange Rate Determination And Forecasting. The Foreign Exchange Market: Structure And The Participants, Types Of Transactions, Mechanics Of Currency Dealing, Evolution Of Exchange Control And The Foreign Exchange Market In India, Exchange Rate Computations. The Links Between The Forex Market And The Money Market, Interest Arbitrage, Interest Rate Parity Theorem, Forward Options, Cancellation Of Forward Contracts, Swaps. Nature And Measurement Of Exposure And Risk: Macroeconomic Risks And Corporate Performance, Defining And Measuring Foreign Exchange Exposure,

Conceptual Approach, Classification Of Foreign Exchange Exposure, Transactions Exposure, Translation Exposure, Operating Exposure And Risk, Risk As Variability Of Cash Flows. Managing Transactions Exposure: The Hedging Decision, Internal & External Hedging Strategies. Operating Exposure:Operating Exposure, Purchasing Power Parity And RealExchange Rates, Determinants Of Operating Exposure Operating Exposure For Exporters And Importers, Assessing And Coping With Operating Exposure. Short Term Financial Management In A Multinational Context: Short Term Funding & Investment, Centralized Vs. Decentralized Cash Management, Netting, Pooling, Exposure Management, Offshore Invoicing Centres, Cost Management For MNCs International Project Appraisal: The Difficulties In Appraising A Foreign Project, Issues In Cost Of Capital, The Adjusted Present Value Approach, The APV Approach For A Foreign Project, Choice Of Discount Rates. International Portfolio Investment: Total Return, Benefits, International Bond Investing, Optimal International Asset Allocation

Suggested Readings:
1. Shapiro, AC, Multinational Financial Management, Prentice Hall Of India. 2. Vij, M, Multinational Financial Management, Excel Books. 3. Eiun & Resnick, International Financial Management, Mcgraw Hill. 4. Apte, P G, International Financial Management, Tata Mcgraw Hill.
5. Buckley, A, The Essence Of International Money, Prentice Hall Of India. 33

ELECTIVES IN THE AREA OF HUMAN RESOURCE -3rd SEMESTER

HR-301: MANAGEMENT OF INDUSTRIAL RELATIONS

Objective:
The objective of this course is to provide a framework of the issues relating to Industrial relations and overview of the legal environment relating to Indian workforce.

Course Outline:

Meaning of IR, Objectives of IR, Components of IR, Parties to IR Evolution of IR-Pre &Post Independence Period, Theories of IR IR Perspectives, Approaches to IR IR and State, Evolution of IR Policies during Pre & Post Independence Period Trade Unions Meaning, Role, Need, Functions, Objectives, Features, Rights &Duties of Trade Unions, Major Trade Unions in India Legal Framework of IR Labour Legislations Discipline & Grievance Management, Negotiation & Collective Settlements Participative Management Co-ownership, Productive Bargaining Factories Act, 1948: Important Definitions, Health, Safety and Welfare of Workers, Working Hours, Holidays and Overtime, Leave with Wages. Payment of Bonus Act, 1965: Scope & Coverage, Employees

Entitled Industrial disputes Act, 1947: Industry & Industrial Dispute, Works committee, Strikes Lay off & Lock-out Retrenchment & Dismissal.

Trade Unions Act, 1926: Trade Union & Its Registration, Obligations & Rights... Workmen compensation Act, 1923: Scope & Coverage, Important Definitions, FatalAccident, Accident compensation-when payable, Compensation When not Payable, Notice of Accident, Filing of Claims, Obligations of Employers &Employees
Employee Empowerment & Quality ManagementIR & Technological Change, ILO & IR

Suggested Readings:
1. Arora M. Industrial Relations, Excel Books. 2. Dwivedi R.S. Industrial Relations Galgotia Publishing Company. in Indian Enterprises,

3. Garg Ajay, Labour Laws, Nabhi Publications. 4. Monappa, A. Industrial Relations, Tata McGraw Hill Publishing Co., New Delhi.
5. RaoV. P.S. Essentials of and Industrial Relations, Human Resource Management

Himalaya Publishing House New Delhi. 6. N.D. Kapoor . Elements of Mercantile Law , Sultan Chand & Sons 7. Mamoria & Gankar . Dynamics of Industrial Relations, Himalya Publisher
8. B.D. Singh.

Industrial Relations Emerging Paradigms ,:

Excel 9. Richard Pettinger . The Future of IR , Cengage Learning

34

HR-302: ORGANISATIONAL CHANGE AND DEVELOPMENT

Objective:
The objective of this paper is to make the students learn about the Change Management and prepare them as change facilitators using the knowledge and techniques of behavioral science.

Course Outline:

Introduction of Change Management: An overview of Change, Forces of Changes, Types of Change, Theoretical framework of Organizational Change Model of Change: Recent Approaches of Change, Different Model of Change Resistance to organizational Change: The Concept, Nature of Resistance: Positive or Negative, Factors contributing to Resistance, Mechanism Underlying Resistance: The Human Side, Recognizing Resistance: The Managements Challenge Perspective on change: Environment-Dependent perspectives, Process Oriented Perspectives, Alternative Perspectives Role of change agents and leadership: Introduction: Change Agents, Skills required for the Change Agents, Level5 Leadership: Good to Great Implementation Organizational change: Nature, Factors affecting Implementation the Change, Strategy for Managing Change Approaches to problem diagnosis: Understand/Diagnosis the Organizational Problem, Factors affecting to Organizational Problem, Techniques to problem diagnosis Some major Techniques of planned change: Introduction of

planned change, Various techniques of planned change: Structure approach, Technology approach, People approach Organizational Development: An overview of Developmentbackground, need, scope; Steps in OD, OD Skills Designing Interventions: Various techniques of Interventiontraining, coaching, mentoring, role-playing, teambuilding, quality circles, MBO, TQM, QWL, etc Ethics of OD professional: value system in OD, Ethical standards of OD professional. Internal and External consultant: Types of consultants, Positive and Negative aspects of both the consultants, Expertise required for a Good consultant Excellence of management by chief executives: CEO competency, skills and ability required for a CEO, Role of CEO in the changing environment Organizational Culture and change: Nature of organizational Culture, Formal and informal components of organizational Culture, Function of Organizational Culture and change Emerging trends in organizational Culture: Business process Reengineering and Organizational Culture, Managing cross-cultural diversity. using the knowledge and techniques of behavioural science.

35

Suggested Readings:
1. Abad, Ahmad etc. Developing effective Organization. Sri Ram Center for Industrial Relations, New Delhi. 1980. 2. De Nitish. Alternative Designs of Human Organizations. Sage, London, 1988. 3. French, W H. and Bell, Organisation Development. Prentice Hall of India, New Delhi, 1991. 4. French, W H. and Bell, Organisation Theory, Practice and Research. 3rd ed. Unive Book Stall, New Delhi, 1990.
5. Harvey, D F. and Brown, D R. An Organization Development Experiential Approach to

Prentice Hall Inc., Jersey, 1990. 6. Huse, F E. and cummings, T G. Organization, Development and Change. 3rd ed. New York, West, 1985. 7. Sinha, Dharani, P etc. Consultants and Consulting Styles. Vision, New Delhi, 1982.

36

HR-303 : HUMAN CAPITAL AND KNOWLEDGE MANAGEMENT

Objectives:

The course is intended to instill in the students a sense of competitive advantage gained by Human Capital and Knowledge by exposing them to Net-based knowledge networks, Knowledge worker mobility and knowledge intranets of new knowledge based economy.

Course Outline:

Competitive challenges and advantage from knowledge advantage from knowledge as vital resource What is knowledge, tangible and intangible assets and types of knowledge Thematic analysis of the thinking in knowledge management Tools of knowledge management The role of Chief Knowledge Officer Managing intellect and innovation 10-step road map to Knowledge management Managing IT in the Business systems for knowledge creation How people process information Reaction to new technology New organization forms Culture imperatives Leadership imperatives

 Managing Knowledge workers Knowledge networks and knowledge repositories Future agenda Whats next

Suggested Readings:
1. Amrit Tiwana, Knowledge management tool kit: Practical techniques for building a knowledge management system , Prentice Hall 2. Charles Despres, Knowledge Horizons : The present and the promise of knowledge management, Butterworth Heinemann publishing 3. Ganesh Natrajan, Knowledge management : Enabling Business growth, Tata Mcgraw-Hill Publishing Company Limited, 2000 4. Madhukar Shukla, Competing through Knowledge : Building Knowledge organization, Response Books, 1997 5. Nonaka I. & Takeuchi, H., The Knowledge creation company, Oxford University Press, US.

37

HR-304: MANPOWER DEVELOPMENT FOR TECHNOLOGICAL CHANGE

Objective:
Recent years have witnessed rapid technological changes affecting industry and business in different ways. This course aims to discuss the major aspects of technological change and the kind of human resource management strategies and steps which may equip the organization and its human resources to adequately cope with such changes.

Course Contents:

Manpower management in the 21st Century; Environmental context of human resource management; The emerging profile of human resources; Changing technology; Concept and process of technological innovation; Orgnisational implications of technological change; Transformation; Human resource implications of technological change; Performance / potential evaluation in the context of new technology; Technology transfer with human face; New issues in manpower training and career development.

Suggested Readings:
1. Clark, Jon, Managing Innovation and Change, University of Southampton, 1995.

2. Clark, Jon, Human Resource Management and Technology Change, Sage, London, 1993.
3. Gampbell, A and Warner, Skills, and Management. M. New Technology,

Routledge, London, 1992.

4. Rastogi, P N. Management of Technology and Innovation. Sage, New Delhi, 1995.

5. Warner, M. New Technology Management, Wiley, London, 1990.

and

Manufacturing

6. Womack, J P. etc. The Machine that changed the world, Maxwell Macmillan, New York, 1990. 7. Shittaker, D H. Managing Innovation. Cambridge University Press, Cambridge, 1990.

38

HR-305: GLOBAL HUMAN RESOURCE MANAGEMENT

Objectives:

The objective of this course is to develop a diagnostic and conceptual undertaking of the cultural and related behavioural variables in the Human Resource Management of global organisations.

Course Contents:

Human and cultural variables in global organizations Cross cultural differences and managerial implications Cultures in organizations and Hofstedes study; Structural evolution of global organizations Cross cultural leadership, Motivation and decision making; Cross cultural communication and negotiation; Human resource management in global organizations; selection, source criteria for international assignment; Compensation and appraisal system.

Suggested Readings:
1. Adler, N.J. International Dimensions of Organizational

Behaviour. Kent Pub., Boston, 1991. 2. Bartiett, C and Ghoshal, S Transnational Management: Text Cases and Readings in Cross Border Management, Irwin, Chicago, 1995.
3. Dowling, P.J., etc. International Dimensions of Human

Resource Management. 2nd ed. Wadsworth, California, 1994.

4. Hofstede,

G. cultures Consequence: International Differences in Work Related Values, 2nd edition Sage, London, 2001.

5. Marcis, D and Puffer, S.M. Management International: Cases, Exercises and Readings. West Publishing, St. Paul, 1994. 6. Mead, R. International Management : Dimensions. Blackwell, Cambridge, 1994. Cross Cultural

7. Ronen, S. Comparative and Multinational Management. John Wiley, New York, 1986.

39

ELECTIVES IN THE AREA OF IB -3rd SEMESTER

IB-301 : GLOBAL BUSINESS DIPLOMACY AND NEGOTIATIONS

Objective:

This course is designed to provide an in-depth understanding of the nuances of cross cultural conflict situations in different facets of global business operations and to gain an insight and appreciation of the use of diplomacy during cross cultural business negotiations.

Course Outline:
Overview of the geo-political environment. Conflict areas and situations in cross border, cross cultural business operations. The local-global conflict in cross border business operations. Preparing for Cross-cultural business operations. Managing business relationship-a diplomacy strategic perspective. Global business option including strategic alliances, M & A, Franchise, patent licensing etc. Corporate power points-individuals and positions; formal and informal. Business diplomacy options-formal, informal. Use of diplomacy as a strategy in cross cultural corporate conflict management.

 Cross-cultural Negotiations.

Suggested Readings:

1. Jervies, Robert, Perceptions and Misperceptions in International Politics, Princeton University Press. 2. Sindhwani T.N., The Global Business Gameperspective, Macmillan India Ltd., New Delhi. 3. Business Periodicals. A Strategic

40

IB-302 : MANAGEMENT OF INTERNATIONAL TRADE

Objective:

This course is designed to provide an in depth understanding of the operational aspects of international business.

Course Outline:
An overview of Indias international trade- in products and services. Export Finance & Credit. Export Documents. International trade through EDI. Export Processing Zones. Duty Entitlement Pass Book. Classification of trading houses. Export Promotion Councils. Management of imports. Global trade through Internet. Trade Operations: Ex-works, FOR, FAS, FOB C & F, CIF, DCP, EXship, DAF, DDP, Credit risk, Currency risk, Carriage risk, Country risk.

Suggested Readings:

1. Paras Ram, Export, What Where & How: An A to Z on Export Marketing, Procedure & Documents, Anupam, Publishers, Delhi.

2. Sindhwani T.N., The Global Business Game, Macmillan India Ltd., Delhi. 3. How to Export, Nabhi Publications, New Delhi. 4. How to Import, Nabhi Publications, New Delhi. 5. National & International Business Periodicals.

41

IB-303 INTERNATIONAL TOUR REPORT

Students are expected to write a report of 10,000 words of their visit to U.K.(minimum 4 weeks of stay) highlighting their experiences during the visit within two weeks of their return.

42

IB-304 : INTERNATIONAL MARKETING

Objective:

The course aims to understand the differences and similarities between International marketing and domestic marketing. The emphasis is upon understanding and application of the tools, techniques and methodologies of assessing the different situations related to International marketing.

Course Outline:
Introduction: Forces and concepts of International Marketing Economic and political environment Consumer behaviour: Cultural and social factors and International marketing International Market Research Market Opportunity analysis Standardisation concepts Adaptation concepts Pricing policy Promotional & distribution strategies in the International market Issues related to people, process and technology in International marketing context The Entry strategy: Joint venture & Franchising

 Merger & Acquisitions International Marketing strategies International Marketing Planning Exporting The Internet & International Marketing

Suggested Readings:
1. Chee, H, and Harris, R., Global Marketing Strategy; Pitman Publishing. 2. Keegan W., Global Marketing Management; Prentice Hall. 3. Fifield, P., & Lewis, K., Global Marketing Strategy 1997-1998 Chartered Institute of Marketing. 4. Doole, Isobel & Lowe, Robin, International Marketing Strategy, Business Press. 5. Cherunilam, Francis, Publishing House. International Marketing, Himalaya

6. Jain, Subhash C, International Marketing Management, CBS publishers. 7. Shaw, John J & Onkvisit, Sak, International Marketing, Prentice Hall.

43

IB-305 : INTERNATIONAL FINANCIAL MANAGEMENT

Objective:
To develop global orientation for the Management of Finance in Multinational Firms. To Introduce The Participants To Complexities Of The World Of International Finance. To Provide A Thorough Understanding Of The Financial Issues Facing International Enterprises, Particularly In Developing Countries.

Course Outline:

International Finance And Economic Scenario: Increasing Interdependence In The Global Economy, Trends In International Trade And Cross Border Financial Flows, India In The Global Financial Markets, Liberalization, Integration And Innovation, Challenges Of International Financial Management, Gains From International Trade And Investment. International Monetary System- Payments And Settlement Systems, Globalisation Of Financial Markets And Tax Environment, An Overview Of International Financial Markets, Exchange Rate Determination And Forecasting. The Foreign Exchange Market: Structure And The Participants, Types Of Transactions, Mechanics Of Currency Dealing, Evolution Of Exchange Control And The Foreign Exchange Market In India, Exchange Rate Computations. The Links Between The Forex Market And The Money Market, Interest Arbitrage, Interest Rate Parity Theorem, Forward Options, Cancellation Of Forward Contracts, Swaps. Nature And Measurement Of Exposure And Risk: Macroeconomic Risks And Corporate Performance, Defining And Measuring Foreign Exchange Exposure, Conceptual Approach, Classification Of Foreign Exchange Exposure, Transactions Exposure, Translation Exposure, Operating Exposure And Risk, Risk As Variability Of Cash Flows. Managing Transactions Exposure: The Hedging Decision, Internal & External Hedging Strategies.

Operating Exposure:Operating Exposure, Purchasing Power Parity And RealExchange Rates, Determinants Of Operating Exposure Operating Exposure For Exporters And Importers, Assessing And Coping With Operating Exposure. Short Term Financial Management In A Multinational Context: Short Term Funding & Investment, Centralized Vs. Decentralized Cash Management, Netting, Pooling, Exposure Management, Offshore Invoicing Centres, Cost Management For MNCs International Project Appraisal: The Difficulties In Appraising A Foreign Project, Issues In Cost Of Capital, The Adjusted Present Value Approach, The APV Approach For A Foreign Project, Choice Of Discount Rates. International Portfolio Investment: Total Return, Benefits, International Bond Investing, Optimal International Asset Allocation

Suggested Readings:
1. Shapiro, AC, Multinational Financial Management, Prentice Hall Of India. 2. Vij, M, Multinational Financial Management, Excel Books. 3. Eiun & Resnick, International Financial Management, Mcgraw Hill. 4. Apte, P G, International Financial Management, Tata Mcgraw Hill. 5. Buckley, A, The Essence Of International Money, Prentice Hall Of India. 6. Eiteman, D K, Stonehill, A I, Moffett, M H, Multinational Business Finance, Pearson Education.
44

IB-306 FOREIGN LANGUAGE (GERMAN / SPANISH)

(One to be selected)

45

ELECTIVES IN THE AREA MANAGEMENT -3rd

OF HOSPITALITY

SEMESTER

HM-301: INTRODUCTION TO HOSPITALITY

Objective:
The course familiarizes the students with different sectors of hospitality industry .The student will get to know about Tourism industry, Accommodation sector , Airlines,& cruise industry.

Course Outline:

Hospitality Industry: Meaning of hospitality, Origin and development of hospitality industry, Hospitality sectors & their characteristics. Tourism Industry: Tourism: Meaning, definitions, features, Components of Tourism, Types of Tourism, Motivation for Tourism, Push & Pull factors in Tourism industry, Integration in Tourism industry: Vertical & Horizontal integration. Linkages in Tourism Industry.
Accommodation Sector: Concept & type emerging dimension of Accommodation

Industry- Heritage hotels, Resorts, Motels & Time Sharing establishments. Classification, gradation of Hotel, Organizational Structure of large and small hotel. Departments: Functions & responsibilities of various Departments of Hotels.

Airlines industry Airline,

& Air

Cruise

Industry:

The

Airlines Origin & growth Chicago , India ,

India n

India,

Private Air

lines in

The

Convention, Freedom of air, Bermuda Agreement, Hub & spoke system, flight connection. Cruise Industry: Concept, Origin & developments, Types of Cruise lines, Cruise Itinerary & components. Organizations Of industry: World Tourism Organization (WTO ), Federation of Hotel and restaurant association of India (FHRAI ), International Air Transport association Of India (IATA ), International Civil Aviation Organization (ICAO)

Suggested Readings:
1: Introduction to Hospitality Industry- BY TOM Powers & Clayton W.Barrows 2. Introduction To Hospitality By John . R. Walker 3. Travel agency Management By DR. Mohinder Chand 4. International Tourism Management A. K. Bhatia 5. Access introduction to Travel and Tourism By Marc Mancini

46

HM-302: Front Office Operations

Objective:
The course is aimed at familiarizing the students with various functions of front office in hospitality industry and develops the work ethics towards the customer care and satisfaction.

Course Outline:

Introduction to Front office: Functions & importance of

Front Office. Different Section of Front office & their importance. Hierarchy chart. Job description & Job specification. Duties & responsibilities of different Front Office Staff. Attributes of front office staff.

Reservation: Introduction to guest cycle. Types of rooms, meal plans & Guests Sources & mode of reservation. Types of reservation. Central Reservation System & Instant Reservation systems. Reception & registration: Pre Registration Activities, Receiving Guest Registration& Rooming Procedures, Group, crew& VIIP Guest arrival procedure Guest history Maintenance. Cashiering: Front office cashiering, Bill section presentation & settlement of Bill, Night Auditing, Departure procedure. Planning& Evaluation of Front office Operations: Tariff, Basis of charges tariff, Tariff fixation, Room tariff card, Types of room rates, Yield management, Role of computer in Front office.

Suggested Readings:
1. Sue Baker, Pam Bradley and Jeremy uyton: Principal of hotel front office operations 2. SK Bhatnagar: Front office management.

3. Kye-sung Hospitality

Chon,Raymond

T.

sparrowe:

Welcome

to

4. Sudhir Andrews: Hotel Front Office Training Manual 5. Baker, Bradley & Huyton: Principles of Hotel Front office operations 6. Ismail: Front Office Operations& Management.

47

HM-303: Conference and Event Management

Objective:

The objective of this paper is to make students familiar with Conference

& Event management. It also focuses on various considerations to be kept in mind while planning and organizing an event.

Course Outline:

Introduction:

Event Management- Concept, Definition and frame works, categories and Typologies, Characteristics OF Events, Skills required to be a Good Event Planner. Concept of MICE. Introduction of meetings, incentives, conference/ conventions, and exhibitions.

The organization manager and the team: during the

event: Introduction, organization factors influencing the number

and type of staff, finding the staff, Job analysis and Job designing of staff, Training and Development, On-the job and Off-the job methods, Performance appraisal .
Event Planning: Planning for event, planning process and

Infrastructure for MICE. Finding the venue for events and creating the ambience.

Managing event: Developing Leadership skills and Supervision

during events, Group Development, Time management.

Event Consideration: Safety and Security: Occupational safety

and Health, incident reporting, Crowded Management and evaluation: The crowded Management Plan, Major Risks. The issues involved in closing down an event.

Suggested Readings:

1. Coleman, Lee & Frankle (1991), Powerhouse Conferences. Educational Institute of AH & MA. 2. Hoyle, Dorf & Jones (1995), Meaning conventions & Group business. Educational institute of AH & MA. 3. Event Management, Pearson publication

48

HM-304 TOURISM PRODUCTS DESIGN AND DEVELOPMENT Objective:

The paper is designed to provide an in-depth understanding of the rich Tourism resources of India. The paper shall also provide further insight in developing & designing the itinerary & Tour package.

Course Outline:
Introduction to Tourism Products Nature, Characteristics and Types of Tourism, Meaning, types of Tourism product. Difference between Tourism Product & Ordinary product, Characteristics of tourism products, Tourism Product/Area Life Cycle . Natural Tourism resources: Major Physiographic Units of India: Himalayan region, Indo Ganga Bhramaputra plain, Peninsular India, Costal plain & Islands. Tourism in wide life Sanctuaries, National Parks in India (Jim Corbett Tiger Reserve, Bharatpur Bird Sanctuary, Kaziranga, Sasan Gir, Dachigam, Ranthambhore and Keoladeo Ghana) Cultural Tourism resources: Meaning & definition of culture, Material & non material culture, Architectural heritage: Indo Islamic Architecture (Forts/palaces/other architectural marvels- location and unique features.) National Museums, Fairs & Festivals of India. Important pilgrimage destinations. Itinerary Development: Introduction, meaning and definition, types of itineraries, how to develop an effective itinerary, Various Itinerary segments Tour Packaging Management: Concept, Origin and development of Tour Packaging, Types of Tour, Component of a Standard Package Tour, Tour Package Designing & development Process, Significance of Package Tour.

Suggested Readings:
1. Gupta, SP, Lal, K, Bhattacharya, M. Cultural Tourism in India (DK Print 2002) 2. Dixit, M and Sheela, C. Tourism Products (New Royal Book, 2001) 3. Acharya, Ram: Tourism and Cultural Heritage of India 4. Basham A.L.: The wonder that was India 5. Chand Mohinder : Travel Agency Management 6. Krishan. K.Kamara : Basics of Tourism

49

ELECTIVES IN MANAGEMENT

THE

AREA

OF

HOSPITAL

-3rd SEMESTER

MH-301: MANAGEMENT OF MEDICAL AND HEALTH SERVICES

Objective

To provide the students and health care professional with a valuable set of data and insights into the major features and idiosyncrasies of Indian health care delivery system and how it compares with the other systems of the world.

Content

1. Health Services In India And Abroad-Historical evolution, overview of health services in India, a summary of perspective of health services, physiological and psychological bases of health , disease and seeking care, life style management, socioeconomic dimensions, current trends in health care delivery , changing scenarios. 2. Government Health Services-Background and present status, developments in public sector health care delivery systems(at centre, state and district level), healthcare delivery system at primary, secondary, tertiary care. 3. Private Health Services-Background and present status; concept of corporate hospital, comparison between health care system in public sector and private sector. 4. Medical Technology-Its assessment, innovation, development and diffusion, appropriate use of technologies-Electronic health records maintenance, its advantages and disadvantages.

5. Health Care Professional-Employment trends in health care industry, supply of doctors, and shortage of nurse, role of hospital administrator, future role changes, and future issues for health care professionals. 6. Epidemiology-Epidemiological data, epidemiological status of some important and common diseases, epidemiological studies; periodicity of diseases etc; epidemiological management; managing disease on epidemiological back ground.

References

1. Anand K.K... Hospital Management, Vikas Publishing. New Delhi, 1996 Stephen J.W. and T.paul, introduction to health serices, Deiner, New York, 1988. 2. Schultz R.J. Management of hospitals McGraw Hill. New York, 1976 Srinivasan A.V.(ed).. Managing a modern hospital, Chapter 1, Response books, New Delhi, 2000.

50

MH 304: MARKETING OF HOSPITAL SERVICES

Objective:
This subject will give the insight into the application of marketing principles in various situations in a hospital environment

Content:

1. Marketing Management: Introduction to marketing management; How marketing management is distinct in health care industry; Market segmentation in hospital Marketing.

2. Strategic Business Unit (SBU)-Identification of SBUanalysis of SBU- various models in analyzing SBU: BCG Growth share Matrix GE Approach. Consumer behavior.

3. Marketing Mix Strategies-Introduction marketing mix; Product item, product line and product mix decisions. Managing product items, product lines and product mix of a hospital.

4. New Product: Process of new product development. Product life cycle strategies. Product pricing and pricing strategies; Channel management in hospitals, Franchisee management.

5. Element of Promotion Mix.;Advertising,Sales promotion, personal selling, Public Relations, Event Management.

6. Concept of quality control in hospital, ISO clauses, NABL, NABH, JCI, BCS accreditation Continuing Medical Education workshops/symposias-trends and methods

7. Medical tourism: concept, importance, role of govt. , role of IMTA in promoting medical tourism

References:

1. Kotler Philip, Marketing Management (Millennium Edition), PH1, New Delhi,2001. 2. Zeithami Bitner, Valarie A., Services Marketing-Cases marketing management, MC Graw Hill, New York, 1996. in

3. Saxena, Rajan, Marketing Management, Tata Mc Graw Hill, New Delhi, 1997. Still, Richard R. Eward W. Cundiff and Norman A.P. Govani, Sales Management PH1, New Delhi, 1997.

51

MBA

FOURTH SEMESTER

52

CORE SUBJECTS

CP-401 :

BUSINESS POLICY AND STRATEGIC ANALYSIS

Objective:

To provide an in-depth understanding of the concepts, role and practices of strategic management in the changing business environment.

Course Outline:

Business environment appraisal - a strategic perspective Strategic mindset a historical perspective Strategic mindset a business perspective Characteristics of strategic decisions Vocabulary of strategy Evaluating corporate strategic profile Evaluating targets and strategic options Process of strategic management Organisational evaluation Tools and techniques for strategic analysis Porters model, Mckinsey, GE Model, value chain etc. Organisation structure and design

 Critical success factors Managing strategic change Strategic monitoring and control systems Current strategic thinking Evaluating strategies of selected corporations

Suggested Readings:
1. 1.Azhar Kazmi, Business Policy, Tata McGraw-Hill, New Delhi. 2. Budhiraja SB and Athreya MB, Cases in Strategic Management, Tata McGraw-Hill. 3. Business Today, The New Vision, Living Media, New Delhi. 4. 3.Hamel G and Prahlad CK, Competing for the future, Harvard Press, Boston. 5. 4.Hax AC, Readings in Strategic Management, Prentice Hall, New Delhi. 6. Johnson G, Exploring Corporate Strategy, Prentice-Hall, New Delhi.

53

CP-402 FINAL RESEARCH PROJECT

Each study has to undertake project in the area of their specialisation. The project titles will be allotted to students in the 3rd Semester and the complete project is to be submitted by 15th March. Each student will get a Faculty member, who will guide the students as per the norms.

54

ELECTIVES IN THE AREA OF MARKETING -4th SEMESTER

MM-401 : DIRECT AND E-MARKETING

Objective:

The objective is to provide a comprehensive understanding of the fundamentals, which constitute Direct Marketing & E-Marketing, & understand which situations provide the best environment for its application.

Course outline:
Introduction to internet marketing Future of internet marketing Requirement for internet marketing Web business models The internet & consumer behaviour STP in e-marketing Marketing Mix & internet marketing E-marketing plan Ethics & laws in e-marketing Introduction to direct marketing Basic elements of directing marketing & its applications Business to business direct marketing Planning direct marketing campaigns

 Direct marketing research Evaluating effectiveness of direct marketing

Suggested Reading:

1. Hanson,W. Principles of Internet Marketing, South Western College Publishing 2. Judy, Strauss & Raymond, Frost E-Marketing, Prentice-Hall, India. 3. Hill,K. Electronic Marketing & The Consumer, Sage Publication. 4. Tapscott,D. The digital promise & peril in the age of networked intelligence, McGraw Hill, Newyork.
5. Gopala Krishna, Electronic Marketing in 21st

Publication Home.

century, Himalaya

6. Nash, Edward, Directing Marketing, McGraw hill. 7. Stone, Bob, Successful business books. Directing Marketing Methods, NTC

8. Chaturvedi, Mukesh, Directing Marketing concept & cases, Excel books.

55

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