mba iv_semester_2011-13

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 12

(PG–D) COURSEWARE

S No Subject Credits1. Total Quality Management 32. Business Ethics* 23. Retail Management* 34. CRM* 25. Digital Marketing* 26. Executive Communication & Mentoring* 6

SPECIALISATION: MARKETING7 Marketing Research 48 Distribution & Logistics Management 29 B2B Marketing 2

SPECIALISATION: HR MANAGEMENT10 Human Resource Planning 411 Work Psychology 212 Performance Management & Appraisal System 2

SPECIALISATION: FINANCE13 Mergers & Acquisitions 414 Strategic Corporate Finance 215 Multinational Business Finance & FOREX 2

SPECIALISATION: MARKETING COMMUNICATION16 Marketing and Advertising Research 417 Account Planning, Servicing and Management 218 PR & Corporate Communication 2

SPECIALISATION: INFORMATION TECHNOLOGY19 ERP & CRM Consulting Implementation 420 Technology & Strategic Consulting 221 M-Commerce 2

IMPORTANT NOTE The centre academics departments, students, and faculties concerned are advised to note

that all the papers listed in BOLD PRINT (i.e. papers listed to serial nos. 1 and 7-21 are


being taught as part of university course curriculum. Papers listed at serial nos. 2-6 are being offered by IIPM internal program. Depending on the stream being pursued by a student (s) he will study different combinations of these papers.


TOTAL QUALITY MANAGEMENT

COURSE DURATION: 30 HRS PER SEMESTERCOURSE CREDIT: 3

UNIT 1. INTRODUCTION Meaning of quality – orientation to customer satisfaction Scope of TQM Basics and Imperatives of TQM Cost of quality and its relevance to TQM Concept of Kaizen and continuous improvement

UNIT 2. STATISTICAL QUALITY CONTROL Concept of SQC Acceptance sampling and inspection plans Statistical process control Process capability studies

UNIT 3. PEOPLES ISSUES IN TQM Leadership issues Total employee involvement 5 S concept Quality circles

UNIT 4. QUALITY MANAGEMENT SYSTEMS Quality audits Lead assessment & ISO - 9000

UNIT 5. QUALITY GURUS AND LEARNINGS FROM THEM Issues on quality by

o Demmingo Crosbyo Taguchi o Juran

RECOMMENDED BOOKS: BESTERFIELD: Total Quality Management (Pearson) S. N. CHARY: Production & Operations Management (TMH)


BUSINESS ETHICS


1. INTRODUCTION Business functioning and ethical dilemmas in management Unethical behaviour and conduct at individual, group, and corporate level

2. INDIVIDUAL ETHICS Ethics in corporate strategy Ethical dilemmas and value clarification for future managers

3. GROUP ETHICS Ethical attitudes of Indian managers Managers facing unethical management

4. CORPORATE ETHICS Ethics and company philosophies Corporate social responsibility

5. APPLICATIONS Ethics in marketing research and marketing strategy Ethics in finance: Tax planning; financial disclosures Ethics in information technology and systems usage Ethics and human resources management Environmental ethics

(Faculty should use Indian case studies for this unit)

ESSENTIAL TEXTS MANUEL G. VELASQUEZ: Business Ethics: Concepts and Cases (Pearson: Latest

Edition) FERNANDO: Business Ethics: An Indian perspective (Pearson:2009)

IMPORTANT While the faculty should follow the texts listed here, the ethical issues and their

resolution should be discussed through cases from Indian business. The students should be encouraged to read the business papers and magazines to learn in

depth about such ethical dilemmas faced by Indian managers. The end term paper will have three sections. Section-A will have 2 compulsory questions.

Q.1 will be case based while Q.2 will be definitions based (15). Section-B, covering units 1-4 will have 3 questions out of which the student will have to answer any 2. Finally, Section- C will cover unit-5 and will again require the student to answer 2 out of the given 3.

The end term examination will be of 3 hours duration.


RETAIL MANAGEMENT: MARKETING & OPERATIONS


SECTION-A: OPERATIONS(WEIGHTAGE: 50%)

1. RETAILING: AN INTRODUCTION Concept and significance of retailing Retail management: Decisions involved Growth of retailing in India; modern vs. traditional retailing

2. RETAIL LOCATION AND SITE SELECTION Location and retail strategies Factors affecting the location and attractiveness of a site Estimating demand for a new location

3. FINANCIAL STRATEGY Profit model and the profit numbers Turnover figures in retailing Integration of marketing and financial statements Setting performance objectives

4. MERCHANDISE MANAGEMENT: ASSORTMENT PLANNING Buying process by categories Merchandise plan objectives Sales forecasting Assortment planning process

5. MERCHANDISE PURCHASE SYSTEM Merchandise buying systems Budget plans Forward cover; open to buy Allocation of merchandise to stores Analysis of merchandise performance

6. MERCHANDISE MANAGEMENT: BUYING What to stock: Manufacturer brand or private labels Sourcing decisions Vendor management: connecting, negotiating, relationships with vendors

SECTION-B: MARKETING(WEIGHTAGE: 50%)

7. RETAIL MARKET STRATEGIES Scope of retail market strategy Building sustainable advantage: Tools and techniques


Retail growth strategies

8. CUSTOMER BUYING BEHAVIOUR Buying decisions Buying process Factors influencing buying decisions Segmentation, targeting, and positioning

9. PRICING THE OFFER Pricing strategies Approaches to setting price Price adjustments Price to stimulate purchases

10. PROMOTING THE MERCHANDISE: LAYOUT, DESIGN, VISUAL MERCHANDISING

Objectives of store design Various kinds of layouts Space planning Presentation of merchandise Atmospherics for selling

ESSENTIAL TEXTS LEVY & WEITZ: Retailing Management (TMH: Latest Edition) SINHA AND UNIYAL: Managing Retailing (OUP: 2007) ET CDs on Retailing IMAGES YEAR BOOK ON RETAILING Latest Edition LATEST REPORTS ON RETAILING FROM KPMG, PWC, E&Y, BCG, etc.

IMPORTANT The faculty is free to use alternate books as long as they cover the syllabus and focus on

Indian retailing scene in depth. The end term examination will focus on Indian retail and not merely on concepts The paper will be divided into 3 sections. Section-A will have 2 questions, both

compulsory. Q1 will be case based. Q2 will have 15 definitions/concepts to define. Section-B will cover Retail Operations (Units 1-6) and will have 3 questions; a student will answer any 2 questions. Likewise Section-C will cover Retail marketing (Units 7-10) and will have 3 questions; a student will answer any 2 questions.

All the students who wish to make career in Retailing, certainly a very promising option, should do intensive study of business papers and magazines which cover Indian Retail scene on almost daily basis.

CUSTOMER RELATIONSHIP MANAGEMENT

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 12COURSE DURATION: 20 HRS PER SEMESTERCOURSE CREDITS: 2

1. INTRODUCTION TO CRM Concept of satisfaction, dissatisfaction, and delight Starting point: Customer needs identification; meeting the needs; exceeding expectations:

transactional marketing to relational marketing Types of CRM: Operational; collaborative; analytical

2. CUSTOMERS AND CUSTOMER VALUE Customer segments Different categories and relationships (With mercenaries, apostles, hostages, defectors) Loyalty as basis of segmentation Customer value: concept and characteristics; life time value Customer value creation

3. CUSTOMER ACQUISITION, MAINTENANCE, AND ENHANCEMENT Understanding changing customer needs, behaviour, and expectations Provision of service in a competitive environment Permission marketing and CRM Retention management strategies Attrition management

4. CUSTOMER RELATIONSHIP MANAGEMENT PROCESS Technology as enabler Data warehousing and data mining E – CRM solutions Contact centre technology; frontdesk management technology

(Note: This unit needs to be taught in detail)

5. BUILDING AND DELIVERING A CRM PROGRAM Setting up of CRM program objectives Stepwise implementation of CRM Programme Estimation of resource needs, including finances Program delivery logistics: call centre, internet, web, etc.

6. CRM MEASUREMENT What needs to be measured: Attitudinal and behavioural loyalty Types of customer matrices: KPI, balance score cards, customer value index Application of these matrices

7. UNDERSTANDING AND DEFINING THE INTERNAL CUSTOMER The triangle of marketing: internal, external, and interactive marketing Internal customer philosophy: Understanding internal customer needs, teamwork, and

employee care


Involvement of employees in serving the external customer better: Leadership; reward and recognition system

ESSENTIAL TEXTS: S. SHAJAHAN: Relationship Marketing (TMH) G. SHAINESH & JAGDISH N. SHETH: Customer Relationship Management

(Macmillan)

IMPORTANT: The faculty is free to substitute above books by books of his choice provided they cover

the syllabus prescribed. The end term paper shall have a combination of conceptual and applications based

questions. The paper will be divided into 3 sections. Section-A will have 2 questions, both

compulsory. Q1 will be case based while Q2 will have 15 definitions/concepts to elaborate. Section-B, covering units 1-4, will have 3 questions, out of which 2 will have to be answered. Section-C, covering units 5-7, will have another 3 questions out of which 2 will have to be answered.

DIGITAL MARKETING

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 12COURSE DURATION: 20 HRS PER SEMESTERCOURSE CREDITS: 02

1. INTRODUCTION TO DIGITAL MARKETING Defining Digital Marketing and its role Scope of Digital marketing: Various channels How significant is Digital Marketing? Newer media for marketing

2. EMAIL MARKETING Introduction to eMail Marketing History of eMail Marketing Key terms and concepts How eMail Marketing works Pros and Cons of eMail Marketing

3. ONLINE ADVERTISING Introduction to Online Advertising History of Online Advertising Key terms and concepts How Online Advertising works Putting it all together Emerging technologies

4. AFFILIATE MARKETING Introduction to Affiliate Marketing History of Affiliate Marketing Key terms and concepts How Affiliate Marketing works Tools of the trade Setting up an Affiliate Marketing campaign Pros and cons of Affiliate Marketing

5. SEARCH ENGINE MARKETING Key terms and concepts The importance of search engines

6. SEARCH ENGINE OPTIMIZATION (SEO) Introduction to SEO History of SEO Key terms and concepts How SEO works Tools of the trade Pros and Cons

7. VIRAL MARKETING


Introduction to Viral Marketing History of Viral Marketing Key terms and concepts How Viral Marketing works

8. ONLINE REPUTATION MANAGEMENT Introduction Key terms and concepts How it works Recovery Path

9. MOBILE MARKETING Introduction Why the mobile Key terms and concepts Mobile phones Mobile web Planning to go Mobile Pros and Cons

10. DIGITAL MARKETING STRATEGY Introduction How the internet has changed the world we market in The internet and the marketing mix Developing a marketing plan Digital Marketing in marketing overall.

ESSENTIAL TEXTS: DAMIAN RYAN CALVIN JONES: Understanding Digital Marketing (Kogan Page)

(Chapters. 2, 3, 6, 7, 9, 10) ICFAI: Digital Marketing - Concepts and Experience (ICFAI Press) (Chapters. 6, 10) ICFAI: Digital Marketing – Approaches and Applications (ICFAI Press) (Chapters. 4, 7,

9, 10, 12, 13 & 14) RANDHIV MEHTA: Getting to transformation (Macmillan) (Chapters. 2, 3, 5, 6, 9, 10,

11, 18) R. PRASAD: Digital Marketing (OUP) (Text Book)

IMPORTANT: The faculty is advised to follow the prescribed texts and teach the subjects from Indian

perspective. The end term examination will be divided into three sections. Section – A will have Q1,

case based, which will have to be compulsorily answered. Q2 in this section will ask about 15 definitions/ concepts and again will be compulsory. Section – B will have 3 questions which will be set from units 1 – 6. The student will have to answer any 2. Finally, section – C will have 3 questions from units 7-10 out of which 2 will have to be answered.


All the questions will be applied, as against concept based. The end term examination shall be of 3 hours duration.

EXECUTIVE COMMUNICATION & MENTORING

COURSE DURATION: 60 HRS PER SEMESTER

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 12COURSE CREDITS: 06

There is no formal syllabus for executive communication and mentoring. You are advised to contact Prof. Prashanto Banerjee directly for any guidance and clarification.

SPECIALIZATION: MARKETING

MARKETING RESEARCH



1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION Marketing research: Meaning, need, and scope Information and decision making Marketing information system Decision support systems Research process and research design Research data

2. MEASUREMENT TECHNIQUES IN M.R. The concept, scales, and components of measurement Questionnaire design Qualitative design. Attitude scales Interviews Mailed questionnaires Group discussions Focus groups Motivation/psychological research Shopping mall tests Web based research

3. SALES FORECASTING Importance of sales forecasting and its role in marketing research Consequences of incorrect forecasting Quantitative & qualitative aspects of forecasting

4. RESEARCH IN MARKETING MIX Product research testing Price research Distribution research Advertising and communication research

5. MARKETING RESEARCH REPORTS Preparing written research reports and oral presentations Reading and interpreting research reports.

RECOMMENDED BOOKS GREEN, TULL, AND ALBAUM: Research for Marketing Decisions (PHI Learning) LUCK AND RUBIN: Marketing Research (PHI Learning) NARESH MALHOTRA: Marketing Research- An Applied Orientation (Pearson) ZIKMUND: Marketing Research (Cengage)



DISTRIBUTION AND LOGISTICS MANAGEMENT

COURSE DURATION: 20 HRS PER SEMESTER

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 12COURSE CREDIT: 2

1. DISTRIBUTION PLANNING AND CONTROL Role and function of intermediaries; their selection and motivation Distribution analysis, control, and management Channel dynamics: VMS, HMS, multichannel marketing system Channel conflict and their management

2. DISTRIBUTION SYSTEM Physical distribution system: Various decision areas Modes of transport in India; their characteristics

3. LOGISTICS Logistics management: Meaning; functional areas of logistics; logistics integration for

customer satisfaction

4. COST AND CUSTOMER MANAGEMENT Distribution costs and their management Customer service

5. SUPPLY CHAIN Supply chain management Integration of procurement and supply strategies

RECOMMENDED BOOKS: CHOPRA, MEINDI, AND KALRA: Supply Chain Management(Pearson) R.H.BALLOU AND SAMIR K. SRIVASTAVA: Business Logistics/ Supply Chain

Management(Pearson) SATISH C. ALLAWADI & RAKESH SINGH: Logistics Management (EEE) KAPOOR & KANSAL: Basics of Distribution Management: A Logistics Approach

(PHI Learning) P. VENUGOPAL: Sales and Distribution Management (Sage Publications)


B 2 B MARKETING



1. B2B MARKETING: OVERVIEW Nature and scope of B2B marketing Basics of industrial marketing

2. UNDERSTANDING CUSTOMER & ITS ENVIRONMENT Organisational buying behaviour Organising for the buying function Managing buyer seller relationship Researching the business markets

3. ORGANISING THE MARKETING FUNCTION Market segmentation strategy Product decisions for industrial products Management of new industrial products Pricing strategy for new products Pricing strategy in a competitive environment

4. PROMOTING AND PLACING B2B PRODUCTS Communication for industrial markets Industrial products distribution Commercial aspects of industrial marketing Industrial selling

5. SPECIFIC MARKETING PROGRAMS Marketing of projects Marketing of industrial services

RECOMMENDED BOOKS: P. K. GHOSH: Industrial Marketing (OUP): Relevant chapters only.

SPECIALIZATION: HR MANANGEMENT

HUMAN RESOURCE PLANNING


PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 121. INTRODUCTION TO MANPOWER PLANNING

Definition and scope Objectives, importance, benefits, and challenges involved.

2. MANPOWER PLANNING PROCEDURES System and procedures used Manpower data bank Norms, plans, and projections Forecast: Manpower supply and demand; reconciliation between the two Manpower budgeting Manpower acquisition and redeployment

3. ASSESSMENT OF MANPOWER REQUIREMENT Information required Manpower surveys; employment market information Labor market characteristics

4. MANAGING CAREERS Career planning and management Succession planning

5. UTILIZATION AND CONTROL Improving manpower utilization Wastage analysis, downsizing, and manpower control.

RECOMMENDED BOOKS: DIPAK K. BHATTACHARYA: Human Resource Planning (Excel) GATEWOOD, FIELD & BARRICK: Human Resource Selection (Cengage: 2008)


WORK PSYCHOLOGY


1. PSYCHOLOGICAL PROCESSES IN WORK CONTEXT


Framework and bases Personality in work context Industrial psychological research

2. ENVRIONMENTAL PSYCHOLOGY AND ERGONOMICS Organizational psychology Environmental psychology Ergonomics

3. WORKPLACE DIVERSITY AND PSYCHOLOGICAL ADJUSTMENTS Work psychology well being, and adjustments Workplace diversity

4. INDUSTRIAL PSYCHOLOGY TESTING AND ASSESSMENT Psychological testing: Meaning, scope, and effectiveness Principles involved: Norms and meaning of test scores, reliability, validity, and item

analysis Ability testing: Individual tests; tests for special populations; group testing Personality testing: Self assessment personality inventories; measurement of interests and

attitudes; projection techniques Application of testing; ethical and social considerations involved Personnel psychology

5. INDIVIDUAL DIFFERENCES AND WORK PERFORMANCE Demographic, personality, and cultural factors contributing to individual differences Individual differences in the work context Individual differences in cognitive behaviours, personality traits, personal orientation,

and emotional state Individual difference in goal striving, work motivation, and work satisfaction Individual differences and decision making behaviours Individual differences and entrepreneurship Individual differences and organizational withdrawls

RECOMMENDED BOOKS: PAUL M. MUCHINSKY: Psychology Applied to Work (Hypergraphic press) MALTHEWMAN, ROSE, AND HETHERINGTON: Work Psychology : An

Introduction to Human Behaviour (OUP) DUNANC SCHULTZ: Psychology and Work Today ( Pearson) PETER WARTSMAN: Psychology at Work JOHN ARNOLD, IVAN T.ROBERTSON, AND CARY L. COOPER: Work

Psychology:Understanding Human Behaviour in The Workplace (Prentice Hall)



PERFORMANCE MANAGEMENT & APPRAISAL SYSTEM


1. INTRODUCTION TO PERFORMANCE APPRAISAL

Performance appraisal: Meaning, purpose, and scope


Pros, Cons and reputation of performance appraisal Legal aspects of performance appraisal systems Performance planning

2. PERFORMANCE EXECUTION Performance execution: Meaning, and scope Performance execution & managerial and employee responsibilities Performance tracking Performance enhancement: Motivators

3. PERFORMANCE ASSESSMENT Appraisal of performance Review Appraisal forms Process

4. BUILDING PERFORMANCE EXCELLENCE Factors leading to excellence in work Creating development plans that work for the employees Management and employee responsibilities in development Using the job as part of the development process Problem employees Identifying gaps between desired and actual performance Getting a buy in to change Documenting change discussions Attitude and attendance problems

5. PERFORMANCE CONSELLING Objectives of counselling Conditions for effective counselling Sequential process of performance counselling Making counselling effective

RECOMMENDED BOOKS: TV RAO: Performance Management & Appraisal System (Sage) SAKS: Performance Management through Training and Development (CIPD) MICHAEL ARMSTRONG: Performance Management (Kogan Page) TV RAO: 360 Degree Feedback and Performance Management System (Excel Books) MIKE WALTENS: The Performance Management Handbook (Jaico Publishing House)


SPECIALIZATION: FINANCE

MERGERS & ACQUISITIONS


1. FORMS OF BUSINESS ALLIANCES Strategic choice of type of business alliance Merger and acquisition and take-over


Introduction to restructuring problems; types of mergers; reasons for M & A; vertical, horizontal, conglomerate, concentric mergers.

History of mergers – the first to the fourth wave and causes thereof. The strategic Process – Theories of mergers and tender offering – financial synergy and

managerial synergy. Joint ventures and alliances

2. DEFINING AND SELECTING TARGET Pricing of mergers (Pricing the competitive bid for take- over) Negotiation/approach for merger Acquisition and take – over contracting; implementation of M & A; managing post-

merger issues

3. VALUING FIRMS AND THE DIFFERENT METHODS OF VALUATION Product life cycle effect on valuation. Corporate and financial restructuring Divestiture – Mechanism, process and techniques legalities involved in M & A and take-

over Ethical issues of merger and take-over

4. ACCOUNTING FOR MERGERS Financing the mergers and Take-overs Corporate restructuring divestment and abandonment

5. LEGAL ASPECTS OF M&A Legal aspects of mergers/amalgamation and acquisition; provisions of Companies Act;

SEBI regulation; Takeover Code; schemes of amalgamation; court approvals

RECOMMEDNDED BOOKS: GAUGHAN: Mergers, Acquisition & Corporate Restructuring (John Wiley) SUDI SUDERSANAM: Creating Value from M&A (Pearson)


STRATEGIC CORPORATE FINANCE


1. INTRODUCTION TO STRATEGIC FINANCE Business system and maximization of wealth of shareholders/stakeholders Objective function of a business entity: wealth maximization for the shareholders and/or

stakeholders


Corporate governance issue: Principal – agency problem Share holders – marginal and average Principles of investment decisions

2. MEASUREMENT OF RETURNS Investment decisions: strategic and tactical roadmap for companies Capital budgeting: Concepts; decision making, including risk analysis Inflation and capital budgeting Economic value added (EVA): Concept and measurement in India companies

3. CORPORATE FINANCING DECISIONS Corporate life cycle approach Corporate debt: Benefits and costs Optimal capital structure Issues in designing capital structure (profitability & liquidity, control & tax tax planning,

maneuverability) Transition from prevailing capital structure to optimum mix (debt plus equity) Dividend payouts

4. BUSINESS DECISIONS AND BUSINESS VALUATION Basics of business valuation Discounted cash flow: Concept, variants, and measurement Real options Relative valuation Integrated business valuation

5. CORPORATE RESTRUCTURING AND CORPORATE FINANCE Financial framework for Corporate Restructuring Corporate Debt Restructuring Mechanism PE and hybrid financing

RECOMMEDED BOOKS: ASHOK BANERJEE: Financial Management, EB PRASANNA CHANDRA: Fundamentals Financial Management, TMH JOHN WILD, SUBRANANYAM & ROBERT HALSEY: Financial Statement

Analysis. TMH BREARLY AND MYERS: Financial Management TMH A. DAMODARAN: Applied Corporate Finance (John Wiley)



MULTINATIONAL BUSINESS FINANCE & FOREX MANAGEMENT


1. ESSENTIALS OF INTERNATIONAL FINANCE International finance: Issues & dimensions International finance: Nature, role International monetary/financial system Internationalization process; international financial flows, and balance of payments

framework


2. CAPITAL IN MBF Capital structure Capital budgeting Working capital management

3. INTRODUCTION TO FOREIGN EXCHANGE Sources and Uses International exchange system and balance of payment (BoP) framework, International financial institutions , Basic glossary of foreign exchange market

4. FOREX MARKETS Regulatory framework Various kinds of instruments Different type of markets Working of Forex market

5. FOREIGN EXCHANGE RISK MANAGEMENT Introduction and need of risk management Types of risks and instruments to hedge forex risks

- Currency futures and currency options- FX exposure and transaction risk- Market Risk- Counterparty Credit risk- Settlement risk- Measurement Techniques and Management Practice

Hedging productsRECOMMENDED BOOKS:

MOFFETT, STONEHILL, EITEMAN: Study Guide for fundamentals of Multinational Finance (Addition Wesley: 2008)

A. V. RAJWADE: Foreign Exchange International Finance and Risk Management (Universal Law Publishing Co. Pvt. Ltd)


SPECIALIZATION: MARKETING COMMUNICATION

MARKETING AND ADVERTISING RESEARCH


1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION Marketing research: Meaning, need, and scope Information and decision making; M.I.S. Research process and research design Research data Techniques to collect information

2. RESEARCH IN MARKETING MIX


Product research Price research Distribution research Communication research

3. PRERESEARCH IN ADVERTISING Advertising research during pre and post release phases Creative development research Concept testing Pretesting the whole campaign

4. POSTTESTING Techniques for post testing Measurement of effectiveness of advertising Limitations of research in advertising

5. PRESENTING RESEARCH Preparing written research reports and oral presentations Reading and interpreting research reports

RECOMMENDED BOOKS: GREEN, TULL, AND ALBAUM: Research for Marketing Decisions (PHI Learning) JOHN PHILIP JONES: When Ads Work: New Proof that Advertising Triggers

Sales(M.E. Sharpe Inc.) LUCK AND RUBIN: Marketing Research (PHI Learning) NARESH MALHOTRA: Marketing Research- An Applied Orientation (Pearson) ZIKMUND: Marketing Research (Cengage)


ACCOUNT PLANNING, SERVICING AND MANAGEMENT


1. COMMUNICATION PLANNING AND EXECUTION Situation analysis Objective setting Message strategy Media strategy Execution

2. ACCOUNT PLANNING BASICS Meaning and scope of account planning


Role, responsibilities, and tracts of an account planner Account servicing basics Overall account management

3. RESEARCH AND ACCOUNT PLANNING Strategic research Strategy document Message development research Research challenge

4. ACCOUNT SERVICING Advertising agency and account servicing Role and responsibilities of client service team Client - agency relationship: services provided

5. ACCOUNT MANAGEMENT Client brief Strategy formulation Strategic execution Evaluation

RECOMMENDED BOOKS: SANGEETA SHARMA & RAGHUVIR SINGH: Advertising Planning and

Implementation(PHI Learning) TEJ K. BHATIA: Advertising and Marketing in Rural India (Macmillan Books) JOHN STEEL: Truth, Lies and Advertising- The Art of Account Planning (Wiley

books) SUNIL GUPTA: Living on the Edge (Roli books) DON COWLEY: How to Plan Advertising (Abe Books)



PUBLIC RELATIONS AND CORPORATE COMMUNICATION


1. PUBLIC RELATIONS Meaning and scope Tools for P.R Planning of a P.R. activity Executing a P.R.campaign

2. CORPORATE COMMUNICATION Concept: Need, advantage, benefits Identification of public for corporate communication Corporate communication planning and execution


3. CORPORATE COMMUNICATION SETUP Functional interface within the organization Role of corporate communication department

4. EXTERNAL COMMUNICATION Media Training External functional interface with ad. Agency, PR agency, and other media Limitations of corporate communication

5. CORPORATE COMMUNICATION CASE STUDY Success stories Failure stories

RECOMMENDED BOOKS: PHILIP LESLEY: Handbook of Public Relations (Jaico) SUSHIL BEHL: Making P.R. Work (Wheeler Publishing) SUBIR GHOSH: Public Relation Today (Rupa) CENTER & JACKSON: Public Relations Practices (Prentice Hall) LYNN UPSHAW: Truth: The New Rules for Marketing in a Skeptical World

(AMACOM)

SPECIALIZATION: INFORMATION TECHNOLOGY

ERP AND CRM CONSULTING & IMPLEMENTATION


1. INTRODUCTION TO ERP Meaning Various products available, including SAP ERP implementation: phases and problems faced Models of ERP

2. VERTICALS AND ERP Banking Retail Telecom Services


Logistics Manufacturing

3. CRM STRATEGY Planning CRM implementation Understanding and measuring service quality Voice of customer

4. TECHNOLOGY FOR CRM Contact centre Frontdesk management CRM technology Customer data management

5. CRM MEASUREMENT What needs to be measured Consumer matrices Application of the matrices

RECOMMENDED BOOKS: ASHIM RAJ SINGLA: Enterprise Resource Planning RAHUL V. ALTEKAR: Enterprise Resource Planning: Theory and Practice (Cenage) FJERMESTAD & ROMANO: Electronic Customer Relationship Management (AMIS) V.K.GARG & N.K.VENKITAKRISHNAN: ERPWare: ERP Implementation

Frameworks (TMH) ALEXIS LEON: Enterprise Resource Planning (TMH)


TECHNOLOGY AND STRATEGIC CONSULTING


1. INTRODUCTION: What is technology Contribution of technology to business performance: Economic analysis Technological and performance enhancement

2. TECHNOLOGY AND VALUE CHAIN Concept of value chain and contribution of technology: Technology & competitive

advantage Technology and value chain optimization

3. TECHNOLOGY SELECTION Technology scanning: Searching for window of opportunity


Matching internal and external competencies Evaluation of risk vs. potential for success Short term vs. long term considerations

4. TECHNOLOGY ASSESSMENT Methodologies of technological assessment Problem issues in TA Organization and management of TA

5. ENTREPRENEURSHIP & TECHNOLOGY Web based entrepreneurship Websites and their potential in conducting business

RECOMMENDED BOOKS: RANDEV MEHTA: Getting to Transformation (Macmillian) MOMAYA & SHARMA: New Business Paradigm : Global, Virtual, and Flexible

(Thomson Learning) KATHLEEN R. ALLEN: Bringing New Technology to Market (Pearson) ANDERSON, BRAMORSKI, TESAR, AND GHOSH: Strategic Technology

Management (Edited books) SAMEER KUMAR: Connective Technologies in the Supply Chain ( Auerbach

Publications) WHITE: The Management of Technology and Innovation: A Strategic Approach

(Cengage)


M – COMMERCE


1. INTRODUCTION Concept of commerce, e-commerce, and commerce through mobile screens Scope of m – commerce in India vis – a- vis. Other modes Obstacles in the path of m – commerce in India

2. MOBILE COMMUNICATION Managerial perspective of mobile communication and mobile internet Business models and m – commerce today; m – commerce value chain

3. MOBILE COMMERCE IN INDIA Mobile ways in India; mobile industry Relevance and potential of mobile industry in urban and rural India

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: JULY 124. MOBILE INDUSTRY: POLICIES AND REGULATIONS

Regulatory issues of m – commerce Regulatory model of m – commerce: Stakeholders’ perspective

5. SYSTEMS DYNAMICS The eco – system of m – commerce: Casual loops and impact of policies and regulation Mobile commerce: Present and future in India Wireless spectrum auctions Mobile security and payments

RECOMMENDED BOOKS: NORMAN SADCH: M.Commerce: Technologies, Services, and Business Models

(Wiley) DAVID WHITELEY: E- Commerce (TMH) ELIAS M. AWAD: Electronic Commerce: From Vision to Fulfilment (Elias M Awad

Books) P.T.JOSEPH: E-Commerce: An Indian Perspective (PHI Learning) RAVI KALAKOTE & ANDREW B. WHINSTON: Frontiers of Electronic Commerce

(Wesley)