Bba Program Curriculum

8/4/2019 Bba Program Curriculum

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The BBA Program - Curriculum

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The BBA ProgramCurriculum

FIRST YEAR - GROUP I

1. English-I

(3 hours: 100 marks)

Drama: Julius Caesar – William

Shakespeare

Novel: Animal Farm – George

Orwell

English Grammar:

• Functions and Usage of

Parts of Speech

• Effective Writing

• Sentence: Components &

Uses

• Direct and Indirect Speech

• Punctuation

2. IT & Systems-I


PART I: INTRODUCTION TO

INFORMATION TECHNOLOGY

AND SYSTEMS CONCEPTS

Foundations of Computer Systems:Evolution of Computer Systems:

Generation of Computers -

Organization of the Computer

Systems: Input Unit, Central

Processing Unit, Arithmetic and

Logic Unit, Control Unit, Multiple

Processors, RISC, CISC, Output

Unit, Storage Unit – Types of

Computer Systems: According to

Purpose, According to Technology

Used, According to Size and

Capacity – Peripheral Devices: Input

Devices, Output Devices, Memory,

Buses, Storage Devices –

Transforming Data into Information:

Bits and Bytes, Number Systems for

Data Representation.

Operating Systems: Types of

Operating Systems – Tasks of an

Operating System: Processor

Management, Memory Management,

Device Management, ApplicationProgramming Interface, UserInterface – Controlling Input/Output

Processes – Communication between

User and Hardware System: Types of

User Interfaces, Functions of User

Interfaces - Commonly used

Operating Systems: UNIX, MS-

DOS, Mac OS, Microsoft Windows

3.X, Microsoft Windows 95 and 98,

Microsoft Windows CE, Microsoft

Windows NT, Windows XP, Linux –

Enhancing the OS with UtilitySoftware: File Fragmentation, Data

Compression, Backup and Recovery

Software, Antivirus Software.

PART II – NETWORKINGTelecommunication Networks:Understanding the

Telecommunication System : Quality

of Service, Local Exchange Carriers,

Long Distance Transmission Media,

Standards and Regulations, AccessAlternatives - Business Application

of Telecommunications -

Components of a Telecommunication

Networks: Terminals,Telecommunication Processors,

Telecommunication Channels,

Computers, Telecommunication

Control Software – Types of

Telecommunication Networks: Wide

Area Networks, Local Area

Networks, Intranets and Extranets,

Client/Server Networks –

Telecommunication Network

Alternatives: Telecommunications

Media, Telecommunication

Processors, Telecommunication

Software, Communication Channels– Telecommunications and the

Internet worked Enterprise.

Computer Networks: Uses of

Computer Networks: Networks for

Companies, Networks for People –

Network Topologies: Star Networks,

Ring Networks, Bus Networks –

Network Architectures and

Protocols: The OSI Reference

Model, TCP/IP Reference Model –

Switching Alternatives.

PART III – APPLICATIONS OFINFORMATION TECHNOLOGY

FOR INDIVIDUAL & GROUP

PRODUCTIVITY

Foundations of InformationSystems: Uses of Information

Systems in Business: Transaction

Processing System, Management

Information System, Decision

support System, Executive

Information System, The Internet

worked Enterprise, Globalization and

Information Technology –

Fundamentals of Information

Systems: People Resources,

Hardware Resources, Software

Resources, Data Resources, Network Resources, Activities of Information

System – Systems Approach to

Problem Solving: Defining the

Problem, Developing Alternative

Solution, Evaluating Alternative

Solution, Selecting the Best Solution,

Designing and Implementing a

Solution, Post Implementation

Review – Developing Information

System Solutions: The SystemDevelopment Cycle, Starting the

System Development Cycle, Cost

Benefit Analysis, System Analysis,

Business Analysis, Analysis of present System, Functional

Requirement Analysis, System

Design, User Interface, Data and

Process Design, System

Specification, Prototyping,

Implementing a new Information

System, Systems Maintenance,

CASE, End User Development.

Personal Productivity Software:Word Processing Software: Writing,

Editing, Formatting, Saving and

Printing – Spreadsheet Software:

Worksheet, Cell Formats, UsingFormulas, Cell References, Relative

and Absolute Cell References,

Replication, Functions, Effective

Worksheets, Microsoft Access,

Spreadsheet Charts, Advances

Features of Spreadsheets –

Presentation Graphics Software:

Output Options, Templates, View

Options, Slide Options, Making

Effective Presentations –

Commercial programs, Freeware and

Shareware.

Group Support Facilities andSystems: Electronic Communication

Tools: Electronic Mail, Internet

Phone and Fax, Web Publishing –

Electronic Conferencing Tools:

Teleconferencing, Data

Conferencing, Audio Conferencing,

Video Conferencing, Discussion

Forums, Electronic Meeting Systems

– Workgroup support systems,

Collaborative Work Management

Tools: Calendaring and scheduling

ANNEXURE IV




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tools, Task and Project management,

Workflow Systems, Knowledge

Management, Multimedia.

PART IV – APPLICATIONS OF

INFORMATION TECHNOLOGY

IN BUSINESS & MANAGEMENT

Business Information Systems:

Information Systems for BusinessOperation – Transaction Processing

Systems: Data Entry, Data

Processing, Updating Database,

Report Generation, Inquiry

Processing – Functional Information

Systems – Marketing Information

Systems: Interactive Marketing,

Sales Force Automation,

Sales/Product Management,

Advertising and Promotions, Market

Research and Forecasting, -

Manufacturing Information Systems:

Computer Integrated Manufacturing,

Manufacturing Execution Systems,Process Control System – Human

Resource Information Systems:

Staffing, Training and Development,

Compensation Analysis –

Accounting Information Systems:

Online Accounting Systems -

Financial Information Systems: Cash

Management, Investment

Management, Capital Budgeting,

Financial Planning.

Information Systems forManagement: Management

Information Systems: Definition of

MIS, Evolution of MIS,Characteristics of MIS, Functions of

MIS, Importance of MIS,

Management Reporting System,

Geographic Information System –

Decision Support Systems,

Characteristics of DSS, Types of

DSS, Using DSS – Online Analytical

Processing: Characteristics of OLAP,

Benefits of OLAP, Data

Warehousing, Data Mining

Executive Information Systems:

Characteristics of successful EIS

Implementation, Guidelines for

Preparing an Effective EIS, ArtificialIntelligence – Information Systems

for Strategic Advantage: Improving

business Processes, BPR, Becoming

an Agile Competitor, Knowledge

Management Systems, Using the

Managing InformationTechnology: Managing Information

Resources and Technologies:

Strategic Management, Operational

Management, Resource

Management, Technology

Management, Distributed

Management – Global Information

Technology Management: Cultural,

Political and Geoeconomic

Challenges – Information

Technology and OrganizationalNeeds: People, Tasks, Technology,

Culture, Structure – Planning for

Change with IT: Strategic

Information System planning,

tactical and Operational planning –

Implementing Business Change with

IT: Implementation Strategies –

Security and Control Issues :

Implementation System control,

Procedural Control, Facility Control

– Ethical and Social Dimensions of

IT.

PART V - E-COMMERCE & IT

ENABLED SERVICESInternet and E-Commerce: Use of

the Internet in Business:

Communications and Collaboration,

Interactive Marketing, Strategic

Alliance – Communication and

Information Access: Electronic Mail,

Internet Relay Chat, Internet

Telephony, Internet Fax, Internet

Paging, File Transfer Protocol,

Usenet, World Wide Web – Virtual

Private Networks – Fundamentals of

E-Commerce: Business-to-Business

Applications, Business-to-

Consumers Applications, InternalBusiness Processes – Electronic

Commerce Technologies: Electronic

Data Interchange – Electronic

Payments and Securities: Electronic

Funds Transfer.

IT Enabled Services: IT Enabled

Services An Overview - Scope and

Applications of IT-Enabled Services

– BPO – Call Centers – ISPs –

Medical Transcription – Data

Processing – Tools, Techniques and

Infrastructure Required for

Delivering IT-Enabled Services –

VPNs, Broadband Services, GIS,Voice over Internet Protocol, E-

Learning – Portals – Advantages for

India in the IT Enabled Services

Industry.

YEAR I- GROUP B

3. Introduction to Management


Part I – Introduction To

Management

Management: An OverviewDefinitions of Management - The

Role of Management - Functions of

Managers: Planning; Organizing;

Staffing; Leading; Controlling -

Levels of Management: Top-Level

Managers; Middle-Level Managers;First-Level Managers; Time Spent in

Carrying Out Managerial Functions -

Management Skills and

Organizational Hierarchy: Technical

Skills; Human Skills; Conceptual

Skills; Design Skills - Approaches to

Management.

Evolution of Management ThoughtEarly Approaches to Management:

Contributions of Robert Owen;

Charles Babbage; Andrew Ure and

Charles Dupin; Henry Robinson

Towne; Assessing Preclassical

Contributions - Classical Approach:Scientific Management;

Administrative Theory; Bureaucratic

Management - Behavioral Approach:

Contributions of Mary Parker FolIet;

Elton Mayo; Abraham Maslow;

Douglas. McGregor; Chris Argyris -

Quantitative Approach: Management

Science; Operations Management;

Management Information Systems -

Modem Approaches to Management:

Systems Theory; Contingency

Theory -. Emerging Approaches in

Management Thought.

Social and Ethical Responsibilitiesof ManagementSocial Responsibilities of

Management - Arguments for and

against Soc~ Responsibilities of

Business ~ Social Stockholders:

Shareholders; Employees;

Customers; Creditors and Suppliers;

Society; Government - Measuring

Social Responsiveness: What should

be Measured?; How to Measure SR?

..,; Managerial Ethics: Types of

Managerial Ethics; Factors that

Influence Ethical Behavior; Ethical

Guidelines of Managers;Mechanisms for Ethic Management.

PART II - PLANNING

Fundamentals of PlanningDefinitions of Planning - Nature of

Planning - Significance of Planning

Types of Plans - Plans Based on

Organizational Level; Plans Based.

o~ Frequency of Use; Plans Based on




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Time Frame - Steps in the Planning

Process - Prerequisites for Effective

Planning - Limitations of Planning. '

ObjectivesNature of Objectives - Evolving

Concepts in MBO - The Process of

MBO: Steps in the MBO Process -

Benefits of MBO - Limitations of MBO Making MBO Effective.

Strategies, Policies and Planning

PremisesNature and Purpose of Strategies and

Policies - The Three Levels of

Strategy: Corporate-level Strategy;

Business-level Strategy; Functional-

level Strategy,... Strategic Planning:

Characteristics of Strategic Planning;

Strategic Planning vs Operational

Planning; Significance of Strategic

Planning; Limitations of Strategic

Planning; Strategic Planning Process

- Competitive Analysis in Strategyformulation: Environmental

Assessment; Organizational

Assessment - Major Kinds of

Strategies and Policies - Porter's

Competitive Strategies: Overall Cost

Leadership; Differentiation; Focus -

Strategy Implementation Effective

Implementation of Strategy -

Planning Premises.

Managerial Decision-makingSignificance and Limitations of

Rational Decision-making -

Managers as Decision-makers: The

Rational Model; Non-rationalModels – Decision making Process -

Types of Managerial Decisions:

Programmed Decisions; Non-

programmed Decisions - Decision-

making Under Certainty, Uncertainty

and Risk - Management Information

System vs Decision Support System -

The Systems Approach to Decision-

making - Group Decision-making:

Forms of Group Decision-making -

Decision-making Techniques.

PART III - ORGANIZING

Fundamentals of OrganizingDefinitions of Organizing: Benefits

of Organizing - Traditional

Perspectives on Organizing:

Challenges to the Traditional View

of Organizations - Closed System vs

Open System: Closed System View

of Organizations; Open System View

of Organizations - Formal vs

Informal Organization - Span of

Management: Tall vs Flat Structure;

Factors Determining Effective Span

Organizational Environment for

Entrepreneuring and Intrapreneuring

- The Process of Organizing: The

Logic of Organizing; Some

Misconceptions Prerequisites for

Effective Organizing.Strategic Organization Design

Designing OrganizationalStructures: An Overview - Major

Structural Alternatives: Fundamental

Structure; Divisional Structure;

Hybrid Structure; Matrix Structure -

Other Bases for Departmentation:

Departmentation by Simple

Numbers; Departmentation by Time;

Departmentation by Process or

Equipment - Strategic Business Units

- Choosing the Pattern of

Departmentation.

Line and Staff Authority andDecentralizationAuthority Defined - Power: Bases of

Power - Line and Staff Relationships:

Concept of Line and Staff;

Functional Authority; Line and Staff

Conflicts; Nature of Line and Staff

Relationship; Avoidance of Line and

Staff Conflict Centralization vs

Decentralization - Delegation of

Authority: Factors Affecting

Delegation of Authority - Balance:

The Key to Decentralization.

Effective Organizing andOrganizational CultureAvoiding Mistakes in Organizing by

Planning: Planning for the Ideal;

Modification for Human Factor;

Advantages of Organization Planning

Avoiding Organization Inflexibility

Avoiding Conflict by Clarification:

Organization Charts; Position

Descriptions - Ensuring

Understanding of Organization

Structure - Organizational Culture.

Part IV - Staffing

Human Resource Management

and StaffingHuman Resource Management: An

Overview: Human Resource

Planning; Staffing; Training and

Development; Performance

Appraisal; Compensation Staffing -

Recruitment: Sources of

Recruitment; The Recruitment

Process Selection: The Selection

Process - Socialization Process of

New Employees.

Performance Appraisal and

Career StrategySignificance of Appraisal - Formal vs

Informal Appraisals - Performance

Rating Methods: Behaviorally

Anchored Rating Scales (BARS) -

Criteria for Appraising Managers:Appraising Managers Against

Verifiable Objectives; Appraising

Managers as Managers - Formulating

Career Strategy.

Organizational Change and

Organization DevelopmentOrganizational Change: Factors that

lead to Organizational Change;

Sources of Resistance to Change;

Measures to Overcome Resistance to

Change; Change Process - Planned

Change Through Organization

Development: The Objectives of OD

- Organizational DevelopmentProcess: Diagnosis; Intervention;

Evaluation - Approaches-to Manager

Development - On-the-Job Training;

Internal and External Training -

Organizational Conflict: Sources of

Conflict; Managing Conflict.

Part V - Leading

Managing and the Human FactorThe Nature of People - Behavioral

Models - From the Rational-

Economic View to the Complex

Person; Contrasting Views and

Models of People; McGregor's

Theory X and Theory Y; ThreeManagerial Models - Managerial

Creativity: The Creative Process;

Techniques to Enhance Creativity;

The Creative Manager - Innovation

and Entrepreneurship - Harmonizing

Objectives: The Key to Leading.

Motivating Employees for Job

PerformanceDefinitions and Meaning of

Motivation - Classification of

Motivation Theories: Content

Theories of Motivation; Process

Theories of Motivation Motivational

Techniques: Rewards; Participation;Quality of Work Life (QWL); Job

Enrichment - A Systems and

Contingency Approach to

Motivation.

LeadershipDefinition and Meaning of

Leadership - Key Elements of

Leadership: Leadership Theories:

Trait Theory of Leadership;




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Behavioral Theories; Situational or

Contingency Theories,

Transformational Leadership Theory.

Managing CommunicationsDefinitions of Communication -

Significance of Communication m

Organizations - Communication

Process - Communication Flows inan Organization: Downward

Communication; Upward

Communication; Crosswise

Communication - Barriers to

Communication - Gateways to

Effective Communication.

Part VI - Controlling

The Control FunctionPlanning and Controlling -

Importance of Controlling - Levels of

Control: Strategic Control; Tactical

Control; Operational Control - Basic

Control Process - Types of Control:

Controls based on Timing;Cybernetic and Noncybernetic

Control - Requirements for Effective

Controls.

Control TechniquesMajor Control Systems - Financial

Control: Financial Statements; Ratio

Analysis - Budgetary Control:

Responsibility Centers; Uses of

Responsibility Centers - Quality

Control - Inventory Control.

Productivity and Operations

ManagementProduction and Productivity -

Productivity Problems andMeasurement Operations

Management and its Importance -

Operations Research for Planning,

Controlling and Improving

Productivity - Operations Research

Methodology - Some Operations

Research Techniques: Linear

Programming; Inventory Control;

Limitations of Operations Research -

Other Tools and Techniques for

Improving Productivity: Time-event

Networks; Value Engineering; Work

Simplification; Quality Circles; Total

Quality Management (TQM).Direct Control Versus Preventive

ControlDirect Control Versus Preventive

Control - Direct Control: Causes of

Negative Deviations from Standards;

Questionable Assumptions

Underlying Direct Control -

Preventive Control: Assumptions of

the Principle of Preventive Control;

Advantages of Preventive Control -

Management Audit and Enterprise

Self-Audit: The Management Audit;

The Certified Management Audit;

The Enterprise Self-Audit.

Management Information SystemsManagement Information: Meaning

of Information; Attributes of Information; Information Needs of

Managers - Components of an

Information System: Hardware;

Software; People; Data; Procedures -

Types of Information Systems:

Transaction Processing Systems;

Office Automation Systems;

Decision Support Systems; Executive

Support Systems - Management

Information Systems: Evolution of

MIS; Computers and MIS.

Part VII - Expanding Horizon In

Management

International ManagementReasons for going International -

International Management Functions:

Planning; Organizing; Staffing;

Leading; Controlling - Japanese

Management and Theory .Z: Some

Specific Japanese Management

Practices; Japanese vs US

Management Practices and Theory Z

- Multinational Corporations:

Orientations toward International

Business; Advantages of

Multinationals; Challenges for the

Multinationals.

Basics of Mathematics, simultaneousequations, permutations and

combinations. Calculus. Interpolation

and Extrapolation, Descriptive

statistics. Index Numbers. Time

Series. Linear Programming - The

Graphical and Simplex Methods

Linear programming and

applications; Role of IT in Modern

Business Enterprise - applications

and Enterprise resource planning;

Probability – Concepts, Rules,

Unconditional and Conditional

Probability, Bayes’ Theorem.

Decision Theory, Random variablesand Probability Distribution.

Sampling, Sampling Distribution,

Central Limit Theorem. Statistical

Inference-Point and Interval

Estimation, Hypothesis Testing;

Tests of Independence and goodness

of fit, Analysis of Variance; Simple

and Multiple Regression Analysis

and Applications; Quality Control:

Statistical Process Control, x , R & P

Charts; Simulation.

4. Accounting


Introduction to Accounting: Need

for Accounting – Meaning for

Accounting – Meaning of Book-

keeping – History of Accounting –

Definitions of Accountancy –

Objectives of Accounting –

Functions of Accounting – Is

Accounting a Science or an Art? –

Accounting and Other Sciences –

Distinction between Book-keeping

and Accounting – Importance of

Accounting – Branches of

Accounting – Advantages of

Accounting – Limitations of

Accounting – Basis of Accounting –

Few Basic Terms.

Accounting Equation andAccounting Mechanics: Generally

Accepted Accounting Principles –

Characteristics of Accounting

Principles – Accounting Concepts –

Accounting Conventions –

Accounting Standards – Meaning of

Accounting Equation – Rules of

Accounting Equation – Effects of

Business Transactions on Accounting

Equation and Balance Sheet –

Journal Meaning, Proforma – Points

to be Noted while Journalizing –

Ledger Meaning, Proforma – Ledger

Posting, Balancing of Accounts –Difference between Journal and

Ledger – Meaning of Trial Balance –

Limitations of a Trial Balance –

Preparation of a Trial Balance –

Errors, Location of Errors – Meaning

of Subsidiary Book – Types of

Subsidiary Books – Reasons for

Maintaining Subsidiary Books –

Cash Book and Its Types – Purchases

Book – Purchases Return Book –

Sales Book – Sales Return Book –

Bills Receivable Book – Bills

Payable Book – Journal Proper.

Bank Reconciliation Statement:Reasons for differences between

Bank Balances as per Cash Book and

Passbook – The Bank Reconciliation

Statement – Advantages of Bank

Reconciliation Statement.

Bills of Exchange: Concept of Bills

of Exchange and its Features –

Classification of Bills of Exchange –

Promissory Notes and its




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Characteristics – Journal Entries in

the Books of Drawee and Drawer –

Concept of Acceptance,

Endorsement, Dishonor and Renewal

of Bills – Accounting for

Accommodation Bills.

Depreciation, Provisions and

Reserves: Meaning of Depreciation– Causes, Need and Factors

Influencing Depreciation – Methods

of Charging Depreciation.

Accounting for Consignment: Meaning and Objective –

Consignment and Sale – Important

Terms to be Remembered (Pro forma

Invoice, Delcredere Commission,

Account Sales) – Accounting

Treatment in the Books of the

Consignor – Accounting Treatment

in the Books of the Consignee.

Trial Balance and Rectification of

Errors: Preparation of Trial Balancefrom General Ledger Balances –

Meaning of Errors, their

Identification and Rectification –

Effect of Errors on Profits.

Final Accounts: Distinction between

Capital and Revenue Expenditures of

Receipts – Preparation of Trading,

Profit and Loss Accounting and

Balance Sheet – Closing Entries and

Adjustment Entries.

Partnership Accounts: Meaning of

Partnership and its Features –

Partnership Deed – Partnership Final

Accounts – Admission, Retirementand Death of a Partner – Dissolution

of Firm – Insolvency of a Partner.

Company Accounts: Meaning and

Characteristics of a Company –

Kinds of Companies – Difference

between a Public Limited and Private

Limited Company – Formation of a

Company – Issue & Forfeiture of

Shares – Final Accounts of

Companies.

Financial Statement Analysis andRatio Analysis: Meaning and

Concept of Financial Analysis –

Types of Financial Analysis –Procedure of Financial Statement

Analysis – Methods or Devices of

Financial Analysis – Comparative

Income Statement – Common Size

Income Statement – Common Size

Balance Sheet – Trend Analysis –

Limitation of Financial Analysis.

Goals of Corporate Finance, Forms of

business organization, Role of

financial managers, Present Value and

Future Value concepts, Required

return and cost of capital, Cost of

different sources of capital, WACC &

MCC, Capital Structure Theories,

Dividend Policy, Financial/Business

Risk in terms of financial/

operational/combined leverage. Needfor working capital, components of

working capital, Short-term Financing

Decision, Cash Management, Short-

term lending and borrowing,

Estimating and Discounting the

Project (Investment) Cash Flows,

Capital Investment Decision and

Investment Criteria, Managing foreign

exchange exposure, Foreign project

appraisal, Mergers & Acquisitions,

Current Developments.

YEAR I- GROUP III

5. Quantitative Methods(3 hours: 100 marks)

Basics of Mathematics: Number

System – Performing Basic

Operations on Polynomials –

Simultaneous Equations – Theory of

Indices – Progressions –

Permutations and Combinations –

Logarithms

Introduction to Statistics: Origin

and Growth of Statistics –

Applications of Statistics –

Collection of Data

Sampling: Census and SampleMethod – Theoretical Basis of

Sampling – Size of Sample – Merits

and Limitations of Sampling –

Sampling and Non-sampling Errors

Classification and Tabulation of Data: Meaning and Objectives of

Classification – Types of

Classification – Formation of a

Discrete and Continuous Frequency

Distribution – Tabulation of Data –

Parts of Table – Rules of Tabulation

– Types of Tables.

Diagrammatic and Graphic

Presentation: Significance of Diagrams and Graphs – Rules for

Construction of Diagrams – Types of

Diagrams –Graphs – Techniques of

Constructing Graphs – Graphs of

Frequency Distribution – Limitations

of Diagrams and Graphs

Measures of Central Tendency: Meaning and Objectives of

Averaging – Requisites of Good

Average – Types of Averages –

Geometric Mean – Harmonic Mean –

Relationship Among the Averages

Measure of Dispersion: Meaning of

Dispersion – Significance of

Measuring Variance – Properties of a

Good Measure of Variance –

Methods of Studying Variance –Variance – Bienayme-Chebyshev

Rule – Coefficient of Variance –

Lorenz Curve

Skewness: Meaning and type of

Skewed Distribution – Difference

between Dispersion and Skewness –

Tests of Skewness – Measure of

Skewness – Absolute and Relative

Measure of Skewness – Karl

Pearson’s Coefficient of Skewness –

Bowley’s Coefficient of Skewness –

Kelly’s Coefficient of Skewness

Correlation: Cause and Effect –

Significance of Correlation – Typesof Correlation – Methods of

Correlation – Karl Pearson’s

Coefficient of Correlation –

Coefficient of Correlation and

Probable Error – Coefficient of

Determination – Rank Correlation –

Concurrent Deviation

Regression Analysis: Uses of

Regression Analysis – Difference

between Correlation and Regression

Analysis – Regression Line –

Regression Equations – Regression

Equation of X on Y – Regression

Equation of Y on X – Deviationstaken from Actual and Assumed

Mean – Graphical Regression Line –

Standard Error of Estimate

Index Number: The Concept of

Index Numbers – Uses of Index

Numbers – Types of Index Numbers

– Aggregates Method of

Constructing Index Number – Value

Index Numbers – Average Relatives

Method of Constructing Index

Number – Chain Index Numbers –

Tests for Consistency – Consumer

Price Index Number

Time Series Analysis: Time SeriesAnalysis – Secular Trend – Cyclical

Variation – Seasonal Variation –

Irregular Variation.

Probability: The Concept of

Probability – The Venn Diagram –

Probability Rules – Unconditional

and Conditional Probability – Bayes’

Theorem




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Theoretical Distribution: Types of

Random Variables – Discrete

Random Variable – Continuous

Random Variable – Covariance –

Probability Distributions

Linear Programming: The

Graphical Method of Linear

Programming – The Simplex Methodof Linear Programming – Post

Optimality Analysis – Duality.

6. Introduction to Economics


Introduction: Definition of

Economics – Methodology of

Economics – Distinction between

Micro & Macro Economics

Theory of Demand, Supply andUtility: Utility Analysis – Law of

Demand and Types of Demand –

Elasticity of Demand – Law of

Supply – Elasticity of SupplyTheory of Production and Cost: Laws of Production – Different

Concepts of Costs – Economies and

Dis-economies of Scale

Market Structure and Pricing:Classification of Markets – Perfect

Competition – Monopoly

Monopolistic Competition –

Oligopoly – Salient Features of

Different Markets – Pricing and

Output Determination

Choice under Uncertainty andGame Theory: Risk and Uncertainty

in Demand Choices – Differentpreferences towards Risk – Insurance

and Gambling – Basic Concepts of

Game Theory

Theory of Distribution andBusiness Cycles: Theories of

Distribution – Theories of Rent –

Theories of wages – Theories of

Interest – Theories of Profit –

Meaning and Phases of Business

Cycles – Causes and Stabilization

policies of Business Cycles

Economic System: EconomicSystems – Economic Planning in

India – Liberalization, Globalization

and Privatization

Introduction to National IncomeAccounting: National IncomeAccounting – Economic Indicators –

Circular Flow of Income

Macroeconomic Issues –

Macroeconomic Policies – Economic

Growth and Development –

Economic Stabilization

Industrial Environment: Structural

Characteristics of Indian Industries –

Industrial Policy Resolutions –

Public versus private sector – Role

of Heavy Industries – Small-Scale

and Cottage Industries – Industrial

Sickness – Changing Scenario of

Indian IndustryMoney and Banking: Meaning and

Functions of Money – Evolution and

Functions of RBI – Credit Creation

and Money Multiplier – Instruments

of Monetary Policy – Money and

Inflation

Financial System: Financial System

– Money Markets – Securities and

Exchange Board of India (SEBI) –

Commercial Banks – Specialized

Financial Institutions

External Economic Environment:India’s Foreign Trade – EXIM

Policy – India’s Balance of Payments– Indian Government Policy towards

Foreign Capital – Foreign Exchange

Market – Transformation of Indian

External Sector – International

Financial Institutions – India’s

External Debt – New International

Economic Order – World Trade

Organization.

SECOND YEAR - GROUP IV

7. English-II


An anthology of poetry & prose

PoetryWilliam Shakespeare: The Seven

Ages of Man

John Milton: On His Blindness

John Keats: Ode on a Grecian Urn

Alfred, Lord Tennyson: Ulysses

Robert Frost: The Road Not Taken

Rabindranath Tagore: Where the

Mind is without Fear

Sarojini Naidu: Palanquin Bearers

Nissim Ezekiel: Night of the

Scorpion

Prose

Charles Lamb: Dream Children: AReverie

Abraham Lincoln: Letter to His

Son’s Teacher

Mahatma Gandhi: To Students

O’Henry: After Twenty Years

P.G.Wodehouse: Bertie Changes His

Mind

Bertrand Russell: Is Happiness Still

Possible?

J. Bronowski: Science and Society

L.A.G.Strong: Reading for Pleasure

Everyday EnglishChapter 1: Introducing the Basic

Concepts

Unit 1: Communicating Better – I

Unit II : Communicating Better – II

Unit III : Reference Skills Unit IV : Reading Skills

Unit V : Writing - I

Unit VI : Writing – II

Unit VII : Writing – III

Unit VIII : Presentation Skills

Unit IX : Group Discussion and

Interview Techniques

Unit X : Telephone

Conversations

Unit XI : Conclusion Appendix I: Questionnaire

Appendix II: Important Features

of Spoken English

Appendix III: Common Errors Appendix IV : Word Power

8. IT & Systems-II


Single and Multi-User OperatingSystems: Operating Systems and

their Different Types – Structures of

Computer Systems and Operating

Systems – Process Management and

Storage Management – Input/Output

Management and Disk Scheduling –

Distributed Processing – Protection

and Security – Multi-user operatingsystem: Unix and Unix shell utilities.

Systems Approach: The Meaning of

System’s Approach – Systems

Approach in Problem Solving –

System Development Life Cycle

(SDLC) – Computer-Aided Systems

Engineering (CASE) – End-UserDevelopment.

Programming Languages: Program

Design Tools – Program

Development Lifecycle –

Programming Languages – Object

Oriented Programming – The ‘C’

Language.Database Management Systems: The Traditional File Based Systems –

Database Approach – Advantages and

Disadvantages of Using DBMS –

Different Database Models –

Developing a Database Project –

Different Kinds of Database.

Software Engineering: The Process

of Software Development –




27

Management of Software Projects –

Different System Models – User

Interface Design – Critical Systems –

Software Testing – Managing People

and Work using CMM Framework.

Enterprise Resource Planning andCRM: Enterprise Resource Planning

and its Advantages –Supply ChainManagement – Customer

Relationship Management and its

Advantages –

E-Commerce.

Convergence of Technologies: The

Concept of Convergence – Impact of

Convergence – A Systematic

Approach to Managing Convergence

– Challenges of ICT Revolution –

Emerging Technologies.

SECOND YEAR - GROUP V

9. Business Law


The Indian Contract Act, 1872

Nature of Contracts: Essential

Elements of Valid Contract –

Classification of Contract.

Offer and Acceptance : Offer and

Conditions of Making an Offer –

Conditions of Acceptance –

Intention to Create Legal

Relationship.

Consideration : Kinds of

Consideration – Rules for

Consideration – Stranger to

Contract.Capacity to Contract : Minor and

It’s Position in a Contract.

Genuine and Free Consent :

Coercion and Effect of Coercion –

Undue Influence –

Misrepresentation – Fraud and

Mistakes.

Legality of Object : Unlawful

Considerations and Illegal Object –

Agreements Opposed to Public

Policy.

Void Agreements : Agreements

Void for Uncertainty – Wagering

Agreements or Wager – Contingent

Contracts.

Performance of Contract :

Essentials of a Valid Tender – Time

and Place of Performance –

Devolution of Joint Rights and

Liabilities.

Discharge of Contract : Different

Modes of Discharge of Contract.

Remedies for Breach of Contract :

Alternatives for Injured Party in case

of Breach of Contract.

Quasi Contract : Types of Quasi

Contracts – Latest Amendments to

the Indian Contract Act.

Special Contracts : Contracts of

Indemnity and Guarantee –

Bailment and Pledge – Contract of

Agency.

The Sale of Goods Act, 1930 :

Elements of Contract of Sale –

Conditions and Warranties –

Performance of Contract of Sale –

Rights of an Unpaid Seller.

The Negotiable Instruments Act,

1881 : Characteristics and Kinds of

Negotiable Instruments – Parties to

Negotiable Instruments.

The Companies Act, 1956

Meaning and Nature of aCompany : Meaning and Nature of

a Company – Features of a

Company – Meaning of Corporate

Veil – Distinctions between a

Company and other Entities.

Kinds of Companies : Private

Companies and their Characteristics

– Public Companies and their

Characteristics – Various

Classification of Companies.

Registration and Incorporation :

The Promoters of the Company –

The Procedure of Incorporation –

Memorandum of Association –

Articles of Association.

Prospectus : Matters that have to

be Stated in the Prospectus –

Liability for Misstatements in the

Prospectus – Penalties for

Misrepresentation.

Membership : Eligibility of a

Member – Modes of Acquiring

Membership – Termination of

Membership – Expulsion of

Member.

Share and Share Capital :

Preference Shares and their Types –Equity of Ordinary Shares – Bonus

Shares – SEBI Guidelines for

Raising Share Capital and Allotment

– Transfer and Transmission of

Shares.

Borrowings and Debentures :

Borrowing, Methods of Borrowing –

Ultra Vires Borrowings – Kinds of

Debentures – Rights and Duties of

Debenture holders.

Directors : Eligibility of a Director

– Appointment of a Director – Duties

of a Director – Liability of a Director

– Vacation of Office and Resignation

of Director – Remuneration of

Directors – Duties of Manager,

Secretary and Managing Director.

Meetings : Procedures and Requisite

of Valid Meeting – Kinds of

Meetings – Procedure to be followed

in these Meetings.

Divisible Profits and Dividends :

Sources from which Dividend should

be Paid – Declaration of Dividends –

Treatment of Unclaimed and Unpaid

Dividends.

Winding Up : Winding up

Proceedings by NCLT –

Commencing of Winding upProceedings – Consequences of

Winding up.

Industrial Law

Factories Act, 1948 : Approval,

Licensing and Registration of

Factories – Inspection of Factories –

Health, Safety and Welfare –

Provisions Regarding Wage –

Penalties and Procedure.

The Workmen’s Compensation

Act, 1923 : Scope and Coverage of

the Act – Rules regarding

Workmen’s Compensation Act –

Amount of Compensation –

Distribution of Compensation.

The Employees’ State Insurance

Act, 1948 : Definitions of important

terms – Administration of the

Scheme – Finance and Audit –

Contributions, Benefits –

Adjudication of Disputes and Claims

– Penalties.

Industrial Disputes Act 1947 :

Industrial Disputes – Meaning and

Definitions – Procedure for

Settlement of Industrial Disputes –

Adjudication Machinery – Awardand Settlement – Prohibition of

Strikes and Lock-Outs –

Retrenchment.

The Trade Unions Act, 1926 :

Registration of Trade Union –

Rights and Privileges of a

Registered Trade Union – Duties




28

and Liabilities of a Registered Trade

Union

10. Marketing Management


Part I: Basics of MarketingManagement

Marketing: The Development of aConcept: Definition of Marketing,

Concept of Exchange - Needs and

Wants, Economic Utility. Evolution

of Marketing - Production Era, Sales

Era, Marketing Era. Marketing

Concept - Societal Marketing

Concept (SMC), Marketing Myopia,

Marketing Dynamics. Company and

Marketer Responses and

Adjustments. Significance of

Marketing. The Airline Industry,

Banking Industry & Education.Structure of the Book.

Delivering Values, Satisfactionand Retention: Business

Components-Stakeholders,

Processes, Resources, Organization.

Customer Satisfaction. Concept of

Value - Value Chain, Providing

Value-Cost Balance, Value -

Delivery System. Attracting andRetaining Customers - Attracting

Customers, Cost of Losing a

Customer, Need for Retention.

Structural Ties. Relationship

Marketing.Marketing Environment:Competitive Forces - Types of

Competitive Structures, Monitoring

Competition. Macro Environmental

Factors - Demographic

Environment, Political

Environment, Economic

Environment, Socio-Cultural,

Technology, Natural, Legal. Indian

Business Environment and MNCs in

India.

Marketing Budgets and Costs:Marketing Cost Analysis -

Importance of Marketing CostsAnalysis, Steps in Marketing Costs

Analysis, Full Costs Versus

Contribution Margin Approach.

Customer Profitability Analysis -

Steps in Customer Profitability

Analysis. Financial Situation

Analysis - Financial Ratios.

Contribution Analysis. Budgeting

for the Sales Force Department.

Production and Efficiency Learning

Effect and Experience Curve.

Part II: Analyzing Marketing

Opportunities

Understanding ConsumerBehavior: Factors Influencing

Consumer Buying Behavior -

Cultural Factors, Subculture, Social

Class, Social Factors, Personal

Factors, Psychological Factors.

Buying Decisions - Buying Roles,

Buying Behavior, Buying Decision

Process - Problem Recognition,

Information Search, Evaluation of

Alternatives, Purchase Decision,

Post Purchase Behavior.

Organizational Markets and

Organizational Buying Behavior:The Concept of Organizational

Buying. Differences between

Organizational Markets andConsumer Markets. Organizational

Markets in India. Dimensions of

Orgm.izational Buying. The

Classification of Organizational

Markets - Producer Markets,

Reseller Markets, Government

Markets, Institutional Markets.

Factors Influencing Organizational

Buying - Environmental Factors,

Organizational Factors, Social

Factors, Personal Factors.

Participants in Organizational

Buying. Procurement Process-

Buying, Supply Management

Orientation. Stages of Buying -

Problem Recognition, General Need

Recognition, Product Specification,

Searching for Potential Suppliers,

Value Analysis, Vendor Analysis,

Order Routine Specification,

Multiple Sourcing, Performance

Review. Using Standard Industrial

Classification Codes.

Marketing Research, MkIS andDemand Forecasting: Meaning

and Scope of Marketing Research.

The Marketing Research Process -

Research Instruments, DataCollection Techniques. Barriers

Between Marketing Researchers

and Managerial Decision-Makers.

The Importance of Ethical

Marketing Research. Meaning &Scope of Marketing Information

System (MkIS) - MkIS

Components. Demand Forecast and

Measurement. Market

Classification. The Concept of

Market Demand for Marketing -

Market Potential, Company

Demand, Company Sales Forecast,

Sales Quota and Sales Budget.

Current Demand Estimation, Future

Demand Estimation.

Market Segmentation and MarketTargeting: Need for Segmenting

Markets. Market Segmentation

Levels. Segment Marketing,

Individual Marketing, Niche

Marketing, Local Marketing. The

Selection of Segmentation

Variables. Criteria for Segmenting

Consumer Market. Criteria for

Segmenting Organizational Markets.

Effective Segmentation -

Measurable, Substantial, Accessible,

Differentiable, Actionable. Target

Market Selection Process -

Evaluating the Market Segments,Selecting the Market Segments,

Other Considerations.

Part III: Developing Marketing

Strategies

Strategic Planning Process inMarketing: Scope and Importance

of Strategic Planning. Defining

Strategic Market Planning -

Corporate and Divisional Strategic

Planning. Corporate Mission.

Establishment of SBUs - Resource

Allocation to SBUs. Strategic

Business Planning - BusinessMission. Swot Analysis. Marketing

Process - Value Delivery Sequence,

Steps in The Planning Process,

Analyzing The Marketing

Opportunities, Developing

Marketing Strategies, Planning

Marketing Programs, Managing theMarketing Effort. Marketing Plan -

Contents, Executive Summary,

Opportunity and Issue Analysis,

Marketing Strategy, Action

Programs, Projected Profit and Loss

Statement, Controls.

Marketing and CompetitiveStrategies: The Concept of

Competitive Advantage. Porter's

Five Forces Model - Barriers to

Entry/Threat of New Entrants,

Intensity of Rivalry Among Firms,

Threat of Substitutes, Bargaining

Power of Buyers, Bargaining Power

of Suppliers. Analysis of

Competitors - Classes of




29

Competitors, Identifying

Competition, Analyzing

Competition, Reaction Patterns.

Porter's Generic Competitive

Strategy - Cost Leadership Strategy,

Differentiation Strategy, Focus

Strategy, Generic Strategy Mix.

Designing Competitive Strategies -Market Leader Strategies, Market

Challenger Strategies, Market

Follower Strategies, Market Nicher

Strategies. Competitive Intelligence

System - Setting up the System,

Data Collection,

Analysis and Evaluation of Data,

Information Communication and

Response. Total Quality

Management.

Product and Product Lines:Product Personality - Nature of the

Product, Product Hierarchy.

Product Classification - Durabilityand Tangibility, Usage. Product

Policy. Product Mix, Product Mix

Strategies, Managing Product

Lines. Product Life Cycle -

Introduction, Growth, Maturity,

Decline.

Product Differentiation andPositioning: Product

Differentiation, Product Form,

Design, Features, Product Quality,

Durability. Service Differentiation,

Personnel Differentiation, Channel

Differentiation, Image

Differentiation. Positioning.

Part IV: Making Marketing

Decisions

New Product Development:Challenges in New Product

Development. Organizing the

Product Development Process -Product Managers, Product

Committees, Product Departments,

Product Venture Teams, Stages of

New Product Development - Idea

Generation, Idea Screening,

Concept Testing and Analysis,

Product Development, TestMarketing, Commercialization.

Branding and Packaging: Brand

as a Concept, Value and

Significance of a Brand, Types of

Brands, Brand Challenges, Brand

Equity, Selection of a Brand Name,

Brand Strategy Decision, Line

Extension, Brand Extension, Brand

Rejuvenation, Brand Relaunch,

Brand Proliferation, Multibrands,

New Brand Name, Co Brands, New

Developments in Brand

Management. Packaging -

Importance of Packaging in

Marketing, Packaging and

Marketing Strategies. Labeling.

Universal Product Codes.

Pricing and Marketing:Significance and Importance of

Price to a Marketer. Price and Non-

Price Competition - Price

Competition, Non-Price

Competition. The Process of Setting

Prices - Setting Pricing Objectives.

Factors Affecting Demand

Determination. Analyzing

Competitors' Pricing. The Selection

of a Pricing Method. The Selection

of a Pricing Policy. Approaches to

Price AdjustmentGeographical

Pricing, Promotional Pricing,Discriminatory Pricing, Discounts

and Allowances, Experience Curve

Pricing, Product Mix Pricing.

Effects of Price Changes - Buyers'

Perceptions on the Price Changes,

Competitors' Reactions.

Channels of Marketing: Nature of

Marketing Channels. Role of

Marketing Channels. Channel Flow,

Channel Levels, Service Sector

Channels. Functions of Marketing

Channels - Facilitating the Exchange

Process, Alleviating Discrepancies,

Standardizing Transactions,

Matching Buyers and Sellers,

Providing Customer Service.

Designing Distribution Channels -

Analyzing Customer Expectations of

Service Output, Formulating

Objectives, Evaluation of

Distribution Environment,

Evaluating Channel Alternatives.

Channel Management - Channel

Member Selection, Channel

Members' Training, Member

Motivation and Evaluation.

Modifying Channel Arrangement,

Legal and Ethical Issues in Channel

Management. Channel Dynamics -

Horizontal Marketing System,

Vertical Marketing System.

Multichannel Marketing System,

Channels and Conflicts - Types of

Channel Conflicts, Causes of

Channel Conflicts, Managing

Channel Conflicts.

Logistics and Wholesaling:Objectives of Market Logistics -

Delivering Customer Service,

Reducing Total Distribution Costs,

Reducing Cycle Time. Market

Logistic Decisions - Order

Processing, Inventory Management,

Transportation. Functions of Warehousing - Types of

Warehousing. Strategic Issues in

Managing Logistics. Growth of

Wholesaling - Classification of

Wholesalers. Market Decisions -

Target Market, Price, Promotion,

Place. Changing Patterns in

Wholesaling - Wholesale

Consolidation, Global Expansion.

Retailing: Types of Retailers -

Ownership, The Extent of Product

Lines Handled, Retailing Based on

the Service Vs. Goods Retail

Strategy Mix, Non-Store BasedRetailing. Implications of

Merchandising. Franchising - Major

Types of Franchising, Advantages

and Disadvantages of Franchising.

Strategic Issues in Retailing -

Location, Store Image Decisions.Market Decisions - Product

Assortment and Procurement,

Service Mix and Retailing

Environment. Global Trends in

Retailing. Trends in Retailing in

India.

Part V: Management and Delivery

of Marketing Programs

Communication Mix inMarketing: Communication and

Promotion Process - The

Communication Process. Types of

Communication Channels Personal

Channels, Non-Personal Channels.Promotional Tools - Advertising,

Sales Promotion, Publicity, Public

Relations, Personal Selling, Direct

Marketing. Developing a

Communication Program - Target

Audience Identification,

Determination of CommunicationObjectives, Developing Marketing

Communication Budget, Factors

Influencing the Designing of

Communication Message.

Marketing Communication Mix -Product Market Type, Pull-Push

Strategy, The Product Life Cycle,

Effectiveness of Advertising.

Marketing Communication




30

Integration and Coordination. Future

of Marketing Communication.

Advertising, Sales Promotion andPublic Relations: Benefits of

Advertising. Developing an

Advertising Program - Identify the

Target Audience, Define the

Objectives of Advertising

Campaign, Set the Advertising

Budget, Developing the Advertising

Message, Selecting the Right Media,

Evaluation of Advertising

Effectiveness. Advertising Agencies

- Ad Agencies in India. Sales

Promotion - Purpose of Sales

Promotion. Importance of Sales

Promotion. Decisions in Sales

Promotion, Consumer Sales

Promotion Methods. Public

Relations Marketing and PR, Major

Decisions in PR, Major Tools of PR,

Dealing with Unfavorable PR.

Personal Selling and Sales ForceManagement: Nature and

Importance of Personal Selling -

Types of Salespersons - Order

Takers, Order Getters, Support

Personnel. Personal Selling Process

- Prospecting and Evaluating, Pre-

Approach, Approach, Presentation,

Handling Objections, Closing,

Follow Up. Improving Personal

Selling Efforts - Professional

Training, Negotiations, Relationship

Marketing. Sales Force Management

- Establishing Sales Objectives,

Fixing the Sales Quotas, Designing

the Sales Force, Determining the

Sales Force Size, Recruiting and

Selecting Salespeople, Routing and

Scheduling, Training Sales

Personnel, Compensation,

Evaluating the Sales Force,

Motivating the Sales Force.

Developing and Managing

Marketing Department andOrganization: Trends in Business

Environment - Reengineering,

Outsourcing, Benchmarking,Collaborating with Suppliers,

Customer Relationships, Mergers,

Globalizing, Downsizing, Focus,

Empowering. Marketing

Organization - Evolution of Marketing Department, The

Designing of Marketing

Organizations. Linkages with other

Departments - Research and

Development, Engineering,

Manufacturing and Operations,

Purchasing, Finance. Strategies for

Organization Wide Marketing

Orientation - Marketing

Implementation. Evaluation and

Control - Annual Plan Control, Sales

Analysis, Market Share Analysis,Marketing Expense to Sales

Analysis, Financial Analysis,

Market Based Score Card Analysis,

Profitability Control, Efficiency

Control, Strategy Control.

Global Marketing Strategies:Significance of Global Marketing.

Selecting a Potential Market -

Regional Free Trade Zone,

Evaluation of Potential Markets. The

Impact of Environmental Forces on

Global Marketing - Economic

Environment, Political Environment,

Social and Cultural Environment,Legal and Regulatory Environment,

Technological Environment.

Methods of Entering a New Market -

Direct Exports, Indirect Exports,

Licensing, Joint Ventures,

Internationalization Process. Typesof Marketing Organization - Export

Division, International Division,

Global Organization. Developing

Global Marketing Strategies -

Product Strategies, Promotion

Strategies, Pricing Strategies, Place

Strategies. Marketing Strategies of

MNCs in India.

Direct and Online Marketing:Nature and Scope of Direct

Marketing. The Growth and

Benefits of Direct Marketing.

Database Marketing. Forms of

Direct Marketing - Catalog

Marketing, Telemarketing, Kiosk

Marketing, Home Shopping, Other

Media. Direct Marketing in India.

The Growth of Online Marketing.

Advantages and Disadvantages of

Online Marketing. Developing

Online Marketing Strategies. Online

Advertising - Forums, Newsgroups,

Bulletin Boards, Web Communities,

E-Mails, Web Casting.

Opportunities and Challenges in

Online Marketing.

Marketing of Services: Growing

Importance of Services in

Marketing. Bases for Service

Classification - Classification on the

Basis of the Degree of Involvement

of the Customer, Classification on

the Basis of the Service Tangibility,

Classification on the Basis of Skills

and Expertise Required,

Classification on the Basis of the

Business Orientation of Service

Provider, Classification on the Basisof the Type of end-user.

Characteristics of Services -

Intangibility, Heterogeneity,

Inseparability, Perishability.

Developing Marketing Strategies

for Services - Product, Pricing,

Promotion, Distribution, People,

Process, Physical Evidence.

Managing Service Differentiation -

Offer, Delivery, Image. Managing

Service Quality Strategic Concept,

Commitment of the Top

Management, High Standards,

Monitoring Systems, CustomerComplaints, Satisfying Employees.

Managing Productivity. Product

Support Service Management,

After-Sales Service Strategy.

Part-VI: Marketing Beyond

Marketing of Organizations,

Individuals, Places and' Ideas:Organization Marketing - Image

Assessment, Image Planning and

Control. Idea Marketing. Person

Marketing. Place Marketing.

Marketing Management: Ethical

and Social Dimensions: Importance

of Marketing Ethics. Social Impactof Marketing - Individual Customer,

Society, Other Businesses. Social

Regulations in Marketing -

Consumerism, Customer Rights,Consumer Protection Act, Bureau of

Indian Standards, Competition

Policy, Environmentalism, Public

Action to Regulate Marketing.

Business Regulations in Marketing -Enlightened Marketing, Marketing

Ethics, Corporate Code, Principles

of Public Policy Towards

Marketing. SECOND YEAR - GROUP VI

11. Financial Management


Introduction to FinancialManagement: Nature and

Importance of Finance Function –

Meaning and Scope of Financial

Management – Objectives of




31

Financial Management – Role of the

Finance Manager – Interface of the

Finance Function with other

Functional Areas. Time Value of Money: What Time

Value of Money Means? – Why

Money has Time Value? – Process of

Compounding – Process of Discounting – Future Value of Single

Flow (lumpsum) – Future Value of

Multiple Flow – Future Value of

Annuity – Present Value of Single

Flow – Present Value of Uneven

Multiple Flow – Present Value of

Annuity.

Concept and Measurement of Costof Capital: Meaning of Cost of

Capital – Its Assumption and

Importance of Cost of Capital –

Explicit and Implicit Costs – Cost

Associated with the Principal Source

of Long-term Finance – Concept of Weighted Average Cost of Capital –

Weighted Marginal Cost of Capital

Schedule. Capital Structure, Cost of Capitaland Valuation: Importance of

Capital Structure Decision – Factors

affecting the Capital Structure –

Capital Structure Theories –

Assumption and Definition – Net

Income Approach – Net Operating

Income Approach – Traditional

Approach – Modigiliani-Miller

(MM) Approach.

Leverage Analysis andIntroduction to Risk and Return:Concept of Leverage – Measure of

Leverage – Meaning of Operating

Leverage – Meaning of Financial

Leverage – EBIT-EPS Analysis –

Measure of Financial Leverage –

Combined Leverage. The Concepts

of Risk and Return – The

Components of Return –

Measurement of Rate of Return –

The Relation between Risk and

Expected Rate of Return.

Capital Budgeting – Principles and

Techniques: Nature of the CapitalBudgeting Decision - Importance and

Difficulties of Capital Budgeting

Decision – Types of Capital

Budgeting Decision – Scanning and

Identification of Investment

Opportunities – Criteria for

Preliminary Screening – Other steps

of Project Management like

Feasibility Study, Implementation

and Performance Appraisal -

Introduction to Network Techniques

for Project Planning and Control –

Principles underlying Measurement

of Cost and Benefits - Preparing

Cash Flow Projections for Projects –

Investment Evaluation Criteria.

Working Capital Management:The Meaning of and Need for

Working Capital – Various

Components of Current Assets and

Current Liabilities – Static vs

Dynamic view of Working Capital –

Factors Affecting Composition of

Working Capital – Objective of

Working Capital Management –

Liquidity vs. Profitability and

Working Capital Policies –

Monitoring & Control of Working

Capital.

Funds Flow Statement: Meaning of

Flow of Funds – Objectives of FundsFlow Statement – Advantages and

Limitations of Funds Flow Statement

– Preparation of Funds Flow

Statement – Sources and

Applications of Funds.

Cash Flow Statement: Meaning of

Cash Flow Statement – Usefulness of

Cash Flow Statement – Classification

of Cash Flows –Preparation of Cash

Flow Statement –Differences

between Cash Flow Statement and

Funds Flow Statement – Benefits and

Limitations of Cash Flow Statement.

Indian Financial System:Introduction to Indian Money Market

– Money Market Instruments –

Introduction to Capital Markets –

Primary and Secondary – Debt

Market – Government Securities

Market – Primary, Secondary and

Instruments – Financial Institutions –

Reserve Bank of India and Its

Functions – Creation of Credit by

Commercial Banks – Introduction to

Credit Cards – Financial Sectors

Reforms – Privatization –

Classification of NBFCs.

12. HR Management(3 hours: 100 marks)

Part I: Overview of Human

Resource Management

Introduction to HRM: Definition

and Concept of Human Resource

Management - History of Human

Resource Management: Scientific

Management Approach, Human

Relations Approach, Human

Resources Approach - Functions of

Human Resource Management :

Managerial Functions, Operative

Functions Human Resource Policies

and Procedures - Emerging Role of

Human Resource Management:

Value of Human Resources - Role of HR Executives: The Service

Provider, The Executive, The

Facilitator, The Consultant, The

Auditor - Challenges to HR

Professionals: Worker Productivity,

Quality Improvement, The Changing

Attitude of Workforce, The Impact of

the Government, Quality of Work

Life, Technology and Training -

Strategic Human Resource

Management.

Organizational Structure andHRM: Organizational Structure and

Human Resource Management -

Formal and Informal Organizations:

Formal Organization, Informal

Organization - Tall and Flat

Organizational Structures

Responsibility, Authority and

Accountability: Responsibility,

Authority, Accountability - Line and

Staff Functions: Line and Staff Relationship, Line-Staff Conflict,

Human Resource Management as a

Line Responsibility, Human

Resource Management as a Staff

Function, The Role of HumanResource Department in an

Organization - Human Resource

Management in Harmony: Products

and Human Resources, Production

and Human Resources, Marketing

and Human Resources, Management

Techniques and Human Resources,

Organizational Structure and Human

Resources.

International Human ResourceManagement: Concept of HRM

Approaches to IHRM: Ethnocentric

Approach, Polycentric Approach,

Geocentric Approach - Features of IHRM: Increased Complexity of HR

Activities, Cultural Awareness and

Tolerance, Stronger Relationship

with Employees and their Families,

Different Expectations and

Requirements of Employees Across

Cultures, Management of Cross-

cultural Teams, Diluted Risk on the

Business Front and Increased Risk on




32

the People Front - Importance of

HRM - Factors Affecting IHRM:

National Culture, Political Forces,

Economic Forces, Market Forces,

Technology Changes, Legal Forces,

Labor Forces, Corporate Culture-

Different IHRM Activities Strategic

IHRM.

Part II: Employment of Human

Resources

Human Resource Planning:Definition of Human Resource

Planning Objectives of Human

Resource Planning: Human Resource

Planning at Different Levels - The

Process of Human Resource

Planning: Assessing Current Human

Resources and Making an Inventory,

Forecasting, Matching the Inventory

with Future Requirements -

Managing the Forecasted Demand!Surplus: Managing Future Demand,

Managing Future Surplus, Dealing

with Surplus Manpower - Growing

Importance of Human Resource

Planning: Current Trends.

Job Analysis and Design: Concept

of Job Analysis - Process of Job

Analysis: Information Gathering, Job

Specification CompetencyDetermination, Developing a Job

Description, Developing a Job

Specification - Job Analysis

Methods: Observation Method,

Individual Interview Method, GroupInterview Method, Questionnaire

Method, Technical Conference

Method, Diary Method, Functional

Job Analysis, Position Analysis

Questionnaire, Critical Incident

Technique, Job Analysis

Information: Job Description:

Drafting and Maintaining Job

Description - Job Specification -

Uses of Job Analysis: Employment,

Organization Audit, Training and

Development, PerformanceAppraisal, Promotion and Transfer,

Preventing Dissatisfaction.Compensation Management, Health

and Safety, Induction, Industrial

Relations, Career Planning,

Succession Planning - Issues in Job

Analysis Industrial Relations, Career

Planning, Succession Planning -

Issues in Job Analysis Concept of

Job Design: Different Approaches to

Job Design - Modem Management

Techniques: Job Rotation, Job

Enlargement, Job Enrichment, Some

More Modem Management

Techniques.

Recruitment: Concept of

Recruitment - Factors Affecting

Recruitment: Organizational Factors,Environmental Factors - Recruitment

Policy - Sources of Recruitment:

Internal Search, External Sources -

Need for Flexible and Proactive

Recruitment Policy - Evaluation of

Recruitment Program

Selection: Concept of Selection -

The Selection Process - Selection

Method Standards: Reliability,

Validity, Generalizability, Utility,

Legality Application Forms:

Evaluation of Application Forms.,

Ethical Issues in Application Form

Design - Selection Tests: IntelligenceTests, Aptitude Tests, Achievement

Tests, Situational Tests, Interest

Tests, Personality Tests, Polygraph

Tests, Graphology - Interviews:

Preliminary Interview, Selection

Interview, Decision Making

Interview - The Interview Process:

Preparation, Setting, Conduct of

Interview, Choosing an Interview,

Evaluation, Reference Checks,

Medical Examinations - Placement.

Socialization: Concept of

Orientation- Objectives of

Induction/Orientation - Role of Organizational Culture in

Orientation: Roles, Values, Norms -

The Process of Socialization:

Assumptions, Model of Socialization

Process Different Socialization

Strategies: Formal or Informal,

Individual or Collective, Sequential

or Non-sequential, Fixed or Variable,

Tournament or Contest, Serial or

Disjunctive, Investiture or

Divestiture- Existing Employee

Socialization.

Part III: Management andDevelopment of Human Resources

Managing Careers: Concept of

Career - Career Anchors: Autonomy,

Security, Technical, General

Management, Entrepreneurial

Creativity, Service, Pure Challenge,

Lifestyle - Elements of a Career

Planning Programme: Individual

Assessment and Need Analysis:

Organizational Assessment and

Opportunity Analysis: Need

Opportunity Alignment, Career

Counselling - The Benefits of Career

Planning to an Organization: Ensures

Availability of Resources for Future,

Enhances Organizational Ability to

Attract and Retain Talent, EnsuresGrowth Opportunity for All, Handles

Employee Frustration - The Benefits

of Career Planning to an Individual -

Issues in Career Planning: Dual

Family Careers, Low Ceiling

Careers, Declining Opportunities,

Career Stages, Restructuring, Career

Plateaus, Work Family Issues Career

Development Cycle: Exploration

Stage, Establishment Stage,

Maintenance Stage, Disengagement

Stage - Career Objectives and the

Career Path: Promotion, Transfer -

Model for Planned Self-Development: Self Assessment,

Opportunity Analysis, Decision

Making, Leverage Network, Venture,

Continuous Assessment Succession

Planning: Continuity, Long-term

perspective, Organizational Need

Perspective, Turnover Management,

Emphasis on Results.

Performance Appraisal: Concept of

Performance Appraisal Objectives of

Performance Appraisal - The

Appraisal Process - The Appraisers:

Self Appraisal, Supervisors, Peers,Customers, Clients, Subordinates -

Performance Appraisal Methods:

Management by Objectives, Graphic

Rating Method, Work Standards

Approach, Essay Appraisal, Critical

Incident Method, Forced Choice

Rating Method, Point Allocation

Method, Ranking Method, Checklist,

Behaviourally Anchored Rating

Scale, 360 Degree Performance

Appraisal, Team Appraisals,

Balanced Scorecards - The AppraisalInterview: Challenges of Appraisal

Interview Pitfalls in Performance

Appraisal - Uses of PerformanceAppraisal, Ethics of Performance

Appraisal.

Employee Training and

Management Development:Definition and Purpose of Training:

Improving Employee Performance,

Updating Employee Skills, A voiding

Managerial Obsolescence, Preparing




33

for Promotion and Managerial

Succession, Retaining and

Motivating Employees, Creating an

Efficient and Effective Organization

- Assessing Training Needs - Areas

of Training: Importance of Learning

- Employee Training Methods: On-

the-Job Training, Off-the-JobTraining Evaluation of the Training

Programme - Training and

Development - Concept of

Management Development: Work

Roles of Managers, Objectives of

Management Development, Process

of Management Development -

Management Development Methods:

On-the-Job Development Methods,

Off-the-Job Development Methods

Evaluating a Management

Development Programme.

Compensation Management:Definition and Objectives of JobEvaluation: Objectives, Principles

of Job Evaluation - Process of Job

Evaluation Techniques of Job

Evaluation: Non-Quantitative

Techniques, Quantitative Methods -

Advantages of Job Evaluation -

Limitations of Job Evaluation -

Concept of Wage and SalaryAdministration: Principles

Governing Compensation

Administration, Purpose of Wage

and Salary Administration, Concepts

of Different Wages - Basic WagePlans - Variable Compensation -

Executive Compensation - Wage

Differentials - National Wage Policy

- Theories and Surveys Governing

Wage and Salary Administration

Wage Fixing Institutions/Authorities

- Concept of Rewards - Types of

Incentive Plans: Short-term Plans,

Long-Term Plans - Non Monetary

Incentives - Guidelines for Effective

Incentive Plans - Employee Benefits

- Objectives of Employee Benefits -History and Evolution of Benefits

Programs: Some Modem Concepts in

Employee Benefit Schemes.

Occupational Safety and Health:Causes of Safety and Health

Problems at the Work Place: Lack of

Education and Training, Human

Errors, Technical Errors,

Psychological Problems,

Occupational Hazards and Risks

Provisions to Prevent Accidents at

the .Work Place: Prerequisites for an

Effective Safety and Health Policy,

Accident Prevention in the Work

Place - Stress and its Consequences

on Employee Performance: Causes

for Employee Stress, Handling

Employee Stress, Avoiding Burnout -

Challenges in the Service Sector:Importance of Ergonomics.

Part IV: Employee Relations

Grievance Handling: Concept of

Grievance - Causes of Grievance -

Need for a Grievance Redressal

Procedure - Effective Grievance

Redressal- Steps in a Grievance

Redressal Procedure - Grievance

Redressal Procedure in Unionized

Organizations - Legislative Aspects

of the Grievance Redressal Procedure

in India Conflict Resolution.

Disciplinary Action: Definition and

Concept of Discipline - Aims and

Objectives of Discipline - Forms and

Types of Discipline - Acts of

Indiscipline or Misconduct -

Principles of Maintaining Discipline:

Mc Gregor's Red Hot Stove Rule -

Disciplinary Procedure - Approaches

to Discipline: Preventive Discipline,

Positive Discipline - DisciplinaryActions: Verbal Warning, Written

Warning, Suspension, Demotion, Pay

cut, Dismissal - Code of Discipline in

Indian Industry: Industrial

Employment Standing Orders Act.1946.

Trade Unions: Definition and

Concept of Trade Unions: What

Drives Workers to Join Trade

Unions?- Characteristics of Trade

Unions - Functions of Trade Unions -Types of Trade Unions:

Classification of Trade unions

According to Purpose, Classification

of Trade Unions According to

Membership - Methodology Adopted

by Trade Unions: Mutual Insurance,

Collective Bargaining, LegalEnactments, Other Methods - Issues

of Trade Unions: Uneven Growth of

Unionism, Small Size of Unions,

Financial Weakness, Multiplicity of

Unions, Inter-Union Rivalry,

Leadership Issue, Politics and Unions

- Trade Unions and Globalization.

Industrial Relations Collective

Bargaining and Workers'

Participation in Management:Definition and Concept of Industrial

Relations Approaches to Industrial

Relations - The Different Roles in

Industrial Relations: Employees,

Trade Unions, The Management, The

Government - Objectives of

Industrial Relations - IndustrialDisputes Prevention Machinery -

Concept of Collective Bargaining -

Features of Collective Bargaining:

Groups, Levels, Flexibility, Win-win

Situation, An Art and a Science -

Objectives of Collective Bargaining -

The Collective Bargaining Process:

Preparation for Negotiation,

Negotiation, Contract Administration

- Concept of Workers' Participation

in Management - Purpose of

Workers' Participation - Workers'

Participation in India Forms of

Worker Participation in India:Factors Contributing to the Limited

Success of the Workers Participation

Schemes in Management in India,

Conditions Necessary for Effective

Working of the Scheme.

Quality of Work Life: Definition

and concept of Quality of Work Life-

Methods to Improve QWL: Flextime,Flexiplace, Alternative Work

Schedules, Part time Employment,

Compressed Work Week, Job

Enrichment, Job Rotation, Job

Enlargement, Autonomous Work Groups I Self-managed Teams,

Socio-Technical Systems - Benefits

of QWL Programs - Challenges in

Implementing QWL Programs.

Quality Circles: Definition and

Concept of Quality Circles -Objectives of Quality Circles -

Development and Working of a

Quality Circle - Problem Solving

Techniques in Quality Circles: Brain-

storming Sessions, Cause and-Effect

or Fish Bone Diagrams, Sampling

and Charting Methods - Solving

Issues in Implementing QualityCircles.

THIRD YEAR - GROUP VII

13. Current Affairs-I


Coalition Governments: Emerging

Trends in Indian Scenario:

Evolution of the Multiparty System –




34

Reasons for the Emergence of the

Coalition Governments – Beginning

of Multiparty Governance and

Coalition Era – Coalition

Governments – Common Agenda –

National Democratic Alliance –

United Progressive Alliance –

Coalition Experiments: Challenges

and Prospects – Coalition

Governments: Emerging Trends.

Political Scenario in Border States:

Conflict in Kashmir – Insurgency in

North-Eastern India.

Indian Society: Issues and

Challenges: Overview of Social

Tensions in India – Communalism –

Casteism – Regionalism.

Globalization and Indian

Economy: Liberalization,

Privatization and Globalization –

Agrarian Crisis – Disinvestment –

Labor Reforms – FDI, ECB, FII, and

Forex Reserves – Tax Reforms – VAT

– Second Generation Reforms.

Globalization and Emerging

Opportunities: Growth of Service

Sector in India – Growth of

Information Technology – BPOs and

Call Centers – Emergence of

Knowledge Economy –

Biotechnology in India –

Bioinformatics in India.

Social Development: Role of State:

India and Human Development

Report-2004 – Women

Empowerment – Literacy in India –

Unemployment and National Rural

Employment Guarantee Act, 2004 –

Public Health in India.

Infrastructure Development: Role

of State: Investment Trends in

Infrastructure: 1947-90 – Foreign

Investment in Infrastructure – Private

Participation.

Environment and National

Concern: Environmental Profile of

India – National Environmental

Policy – Scientific Breakthroughs –

Big Dams – Environmental Concerns

– Disaster Management in India.

River Water System: Issues and

Priorities: River Water Scenario –

Legislative Mechanism – Water

Wars – Inter-linking of Rivers –

Water Management Strategy.

14. Current Affairs-II


United Nations Organization:Evolution and Significance of UN –

Objectives and Principles

of UN – The UN in the Post-Cold War

Era – Expansion of the UN Security

Council – India and UN – India and

UN in post-Cold War Era.

Unipolar World Order:Disintegration of Soviet Union – End

of the Cold War – New World Order

(1991) – Multipolar or Unipolar

World? – Post-Cold War World –

The Rise of the US –

US Foreign Policy – Post-1990s –

Post-1990s: The Rise of the US and

the Decline of the UN – Post 9/11Unipolar World.

Global Terrorism: Globalization

and Terrorism – The Al Qaeda

Attacks – The American Response

– Coalition Against Terrorism –

Legacy of Global Terrorism.

World Economic Growth: Trends

in Global Economy – US as Growth

Engine of World Economy – Role of

EU, Japan, China in World

Economic Affairs – Emerging

Economies – Oil Prices and World

Economy.

Global Trade: Free Trade –

Transformation of GATT into WTO

– Developed vs. Developing

Countries – WTO – Trade Blocks.

Science and Technology: Stem

Cells Research – Human Genome

Project – Bioinformatics – Pharma

Research – Nanotechnology – Space

Research – Intellectual Property

Rights and Developing Countries.

Environment: The Threat of Global

Warming – The Need for Non-

Conventional Energy Sources – The

Importance of Biodiversity – TheMenace of Deadly Diseases.

THIRD YEAR - GROUP VIII

15. Operations Management


Operations Management – AnOverview: Operations Management

Decisions – Historical Evolution of

Operations Management –

Computers and Advanced Operations

Technology.

Operations Strategy: Operations

Strategy as a Competitive Weapon –

Elements of Operations Strategy –

Developing an Operations Strategy –

Forecasting – Forecasting inOperations – Forecasting Methods –

Selecting a Forecasting Method.

Design of Production Processes:Process Planning and Design – Major

Factors Affecting Process Design

Decisions – Types of Process

Designs – Selecting the Type of

Process Design.

Facility Location and Layout:Importance of Location – Factors

Affecting the Location Decisions –

General Steps in Location Selection

and Location Decision Process –

Location Evaluation Methods –Facility Layout – Basic Layout

Formats – Developing a Process

Layout – Developing a Product

Layout – Developing a Cellular

Manufacturing Layout – Japanese

Approaches and Trends in

Manufacturing Layouts – Service

Facility Layouts.

Aggregate and Capacity Planning:Overview of Planning Activities –

The Aggregate Planning Process –

Strategies for Developing Aggregate

Plans – Aggregate Planning

Techniques – Master ProductionSchedule – Implementing Aggregate

Plans and Master Schedules –

Capacity Planning.

Purchase Management andInventory Control: Importance of

Purchasing – Organizing Purchasing

– Responsibilities of Purchase

Manager – Purchasing Process –

Duties of Buyers – Make-or-Buy

Analysis – Ethics in Buying –

Inventory Control – Inventory Cost

and Systems – Economic Order

Quantity Model.

Job Design and WorkMeasurement: Job Design

Fundamentals – Considerations in Job

Design – Work Environment – Uses

of Job Design – Uses of Setting

Work Standards – Work

Measurement Techniques.

Enterprise Resource Planning:Evolution of ERP – Business Process

Reengineering – Business Modeling




35

for ERP – ERP Implementation –

ERP and Competitive Advantage.

Supply Chain Management:Business Drivers in Supply Chain

Management – Principles of Supply

Chain Management – Forces Shaping

Supply Chain Management – Supply

Chain Management Framework –Customer Focus in Supply Chain

Management – Electronic Supply

Chain Management.

Operation Scheduling: Purpose of

Scheduling – Scheduling Methods –

Scheduling Activities – Scheduling

by Type of Operations – Scheduling

Techniques.

Quality Management: The Strategic

Role of Quality – Role of Inspection

in Quality Control – The Cost of

Quality – Statistical Concepts in

Quality Control – Acceptance Plans

– Computers in Quality Control –Concept of TQM.

Maintenance Management:Necessity for Maintenance

Management – Types of

Maintenance – Economies of

Maintenance – Evaluation of

Preventive Maintenance Policies –

Modern Approaches to Preventive

Maintenance – Recent trends in

Maintenance. 16. Business Strategy


Introduction to Strategic

Management: Evolution of theConcept of Strategic Management –

Importance of Strategic Management

– Components of StrategicManagement – Levels of Strategy

Planning – Making Strategic

Decisions.

Strategic Management Process: The

Process of Strategic Management –

Strategic Decision-making – Practical

Limitations of the Strategic

Management Model.

Company Mission and Vision:Vision Mission Statements – Social

Responsibility – StakeholdersApproach to Social Responsibility –

Guidelines for a Socially

Responsible Firm.

Analysis of Business Environment:Remote Environment – Planning

Environment – Social Environment –

Political Environment – Economic

Environment – Legal Environment –

Operating Environment –

Environmental Scanning – Five

Forces Model – Structural Analysis

and Competitive Strategy –

Structural Analysis and Industry

Definition – Designing Opportunistic

Strategies – Formulation of Strategy.

Analysis of Internal Environment:

Value of Systematic InternalAssessment – Strategy and Internal

Analysis – Analyzing Departments

and Functions – Analyzing

Management – The Human Side of

Enterprise – Quantitative Approach

for Evaluating Internal Factors.

Organizational Culture: Meaning of

Culture – Culture and the

Organization – Culture and Strategy

Creation – Culture and Organizational

Structure – Culture and Style of

Management – Culture and Power –

Determinants of Culture – Aspects

and Levels of Culture – Change of Culture – Culture and Values –

Cultural Influences on Organizational

Life.

Mergers, Acquisitions and JointVentures: Rationale for Mergers and

Acquisitions – Mergers and Industry

Life Cycle – Reasons for

International Mergers and

Acquisitions – Joint Ventures in

Business Strategy – Rationale for

Joint Ventures – Reasons for Failure

of Joint Ventures.

Analysis of Choice: Criteria for

Evaluating Strategic Alternatives –Strategic Analysis at Corporate Level

– Strategic Analysis at Business Unit

Level – Behavioral Considerations

Affecting Strategic Choice –

Contingency Approach to Strategic

Choice.

Long-term Objective and StrategyFormulation: Defining Objectives –

The Need for Objectives – The

Nature of Objectives – Levels of

Objectives: Strategic to Operating –

The Hierarchy of Objectives – Grand

Strategies – Setting Long-term

Objectives and Strategy Sets.Strategy Implementation andMonitoring: Identification of

Annual Objectives – Developing

Functional Strategies – Structural

Considerations – Organizational

Structure and Systems – Corporate

Resource Planning – Functional

Resource Planning – Allocation of

Resources Strategic Controls –

Operational Control Systems –

Reward Systems – Crisis

Management.

Business Strategy: The RoadAhead: Defining Value Chain –

Value Chain and Buyer Value –

Competitive Scope and the Value

Chain – Value Chain and IndustryStructure – Value Chain and

Organization Structure – Change of

Strategy and Organizational Change

– Forces and Types of Change –

Resistance to Change Strategies for

Implementation and Change – Role of

the Strategist – Global

Competitiveness.

THIRD YEAR - GROUP IX

Elective - Capital Markets

Capital Markets


Investment Scenario: Concept of Investment – Difference between

Investment and Speculation –

Investment Objectives and

Constraints – Security and Non-

Security Forms of Investment –Capital Markets – Primary and

Secondary Markets.

Stock Market in India: Markets

and their Functions – Development

of Securities Market in India –

Trading Procedure – Listing of

Securities – Transfer andTransmission of Shares: Procedural

Aspects

Sources of Financial Information: Sources of Economic Data – Sources

of Market Data – Sources of Company Data – Sources of

International Economic Data.

Efficient Market Hypothesis: Concept of Efficiency of the Stock

Markets – Forms of EMH –

Empirical Tests of EMH in the

Indian Market – Description of

Tests of EMH.

Risk and Return: Concept of Risk and Return – Reduction of Risk

through

Diversification – Quantifying

Portfolio Risk and Return –

Calculation of ‘β as a Measure of

Risk – Security Market Lines and

its Applications.

Bond Valuation: Bond Terminology

– Strategic Role of Bonds – Bond




36

Types – Bond

Value – Bond Returns – Current

yield, Yield to Maturity and Realized

Yield – Assumptions Underlying

YTM – Bond Price Theorems –

Accrued Interest – Bonds’ Risks –

Default and Interest Rate Risks –

Determination of the Interest Rates– Forecasting Interest Rate Trends

– Term Structure of Interest Rates

– Duration – Bond Price Volatility

– Duration of Equity –

Immunization – Analysis of Deep

Discount Bonds – Analysis of

Convertible

Bonds – Analysis of Tax-Sheltered

Fixed Investment Avenues.

Fundamental Analysis: Objectives

and Beliefs of Fundamental

Analysis – Concept of Intrinsic

Value – Importance of Economic

Analysis – Economic ForecastingMethods – Importance of Industry

Analysis – Key Characteristics in an

Industry Analysis – Industry Life

Cycle – Techniques for Evaluating

Relevant Industry Factors –

Company Analysis.

Equity Stock Valuation Models: Dividend Capitalization Models –

Earnings Multiplier Model.

Investment Management


Introduction to InvestmentManagement: Necessity of

Investment Policy – Inputs to a

Policy Statement – Investment

Motives – Risks in Investment –Portfolio Management – The

Portfolio Management Process.

Investment Environment:Implementing Investment Strategies

– Investment Objectives and

Constraints of Different Types of

Investors – Psychology of Risk –

Significance of Behavioral Finance –

Individual Investors – Institutional

Investors – Drivers of InvestmentPolicies – Setting Objectives for the

Institutional Investors – InvestmentPolicies of the Institutional Investors

– Investment Management Mandate.

Capital Market Theory: Markowitz

Model and Efficiency Frontier –

Evolution of Capital Asset Pricing

Model – Dominant Portfolio –

Separation Theorem – Capital

Market Line – CAPM – Security

Market Line – Non-Standard Forms

of CAPM – Application of CML and

CAPM.

Arbitrage Pricing Theory:Arbitrage Pricing Model – Arbitrage

Mechanism – Empirical Tests of

APT – Comparison of CAPM andAPT – Applications of APT.

Asset Allocation: Policies andProcedures: Asset Allocation

Process – Types of Asset Allocation

– Asset Allocation – Management

Style – Different Approaches to

Asset Allocation Decision – Various

Asset Allocation Techniques.

Portfolio Analysis: Components of

Risk and Return – Systematic and

Unsystematic Risk – Beta of a

Portfolio – Portfolio Diversification

– Marginal Productivity of

Incremental Assets – Perils of Excessive Diversification.

Optimal Portfolio Selection:Concept of Indifference Curves –

Efficient Set Theorem – Optimal

Portfolio Selection – Using

Lagrangian Multiplier – Using

Sharpe’s Optimization Model.

Portfolio Revision: Pitfalls to be

Avoided in Portfolio Revision –

Portfolio Revision Techniques –

Practical Problems in Portfolio

Revision – Selection and Revision of

Equity Portfolios.

Measuring and EvaluatingPortfolio Performance: Meaning

and Importance of Portfolio

Performance Measurement –

Measures of Return – Buying the

Index Approach – Performance

Attribution Analysis – Monitoring

Influence of Asset Allocation

Decisions – Performance Evaluation

of the Portfolio Manager –

Evaluating Asset Class Managers –

Performance Evaluation when

Options are included in a Portfolio.

Elective - Banking

Money and Banking


Money: Kinds, Functions andSignificance: Barter System – What

is Money? – Evolution and Kinds of

Money – Money and Near Money –

Functions of Money in Modern

Economy – Money, Income, Wealth

and Finance: A Distinction –

Significance of Money in Capitalist

Economy – Defects of Money.

Demand and Supply of Moneyand Theories of Interest: Demand

for Money – Supply of Money –

Factors Affecting Money Supply

(M3) in India – Reserve Money andthe Money Multiplier in India –

Functions of the Rate of Interest –

The Classical Theory of Interest –

Liquidity Preference Theory of

Interest – Loanable Funds Theory of

Interest – Modern Theory of

Interest.

Inflation and Deflation: Types of

Inflation – Consequences of

Inflation – Control of Inflation –

Inflation in an Underdeveloped

Economy – Deflation – Inflationary

and Deflationary Gaps.

Theory of Money and Prices:Measurement of the Value of

Money: Index Number – Quantity

Theory of Money – Transactions:

Velocity of Money, Income

Velocity of Money and the Level

Prices – Keynesian Theory of

Money.

Indian Money Markets: Money

Market – The Composition of the

Indian Money Market – Features

and Weaknesses of the Indian

Money Market – The Reforms of the

Indian Money Market – The Bill

Market in India.Monetary and Fiscal Policies andEmployment: Monetary and Fiscal

Policies – Business Stabilization,

Full Employment and Monetary

Policy – Fiscal Policy, Inflation and

Full Employment.

Financial Intermediation: The

Importance of Savings in Economic

Growth – The Concept of

Intermediation – The Kinds of

Intermediation – The Concept of

Financial Disintermediation –

Financial Intermediation in the

Indian Context – The Role of CreditMarket in an Economy – The Indian

Credit Market – Banking Operations

and the Business of Banks in India.

Indian Financial System:Structure and Functions: Financial

System – Role of Financial System

in Economic Development –

Financial Markets – Money Markets

– Debt Markets – Capital Markets –




37

Foreign Exchange Market – Market

Regulators.

Principles of Banking: The

Definition of the Banker and

Customer – The Relationship

between Banker and a Customer –

Rights and Obligations of a Bank

and Customer – Different Types of Customers for a Bank – The

Concept of Bankers Book Evidence

Act – Principles of Good Lending

for a Bank

Commercial Banking: Functions of

Commercial Banks – Branch

Banking vs. Unit Banking –

Universal Banking – Investment

Policy of Commercial Bank – Bank

Credit and Bank Deposits – The

Technique of Credit Creation –

Progress of Commercial Banking in

India – Credit Planning in India –

Evaluation of Commercial Banks.Rural Banking in India: Sources of

Rural Finance – Credit Delivery

Mechanism in Rural Finance to Co-

operative Agricultural and Rural

Development Banks (CARDB) –

Regional Rural Banks (RRBS) –

Service Area Approach (SAA) –

National Bank for Agriculture and

Rural Development (NABARD).

Emerging Trends in Banking: The

Basis for Reforms in the Indian

Banking Sector – The Regulatory

Reforms in the Banking Sector –

The Consequences of Liberalizationof the Banking Sector – The

Innovative Trends in Banking

Products, Technology and Customer

Service.

Bank Management


Introduction to Banking Industry: Origin and Evolution of Banking

industry – Structure of Banking

Industry – Review of Bank

Functioning – International

perspective.

Organizational Structure of Banks: The Organizational Design

Process – Design Dimensions –Structural Configurations – Forces

Shaping Organizations – Function

Based Structure of Banking

Companies – Banking Structure in

India – Structure of International

Banking Organization.

Strategy Formulation and BusinessPlanning in Banks: Problems and

Threats for Banking Industry –

Strategic Analysis and Choice –

Generation of Strategic Alternatives

and Choice – Planning Exercises in

Banks – The Board of Directors and

Strategic Management – Managerand Strategy.

Performance Measurement inBanks: Need for Performance

Measurement – Principles of

Performance Measurement –

Aligning Performance Measures

Throughout the Bank – Types of

Performance Measures –

Performance Measurement and the

Executive Dashboard – Operational

Performance Measures –

Overcoming Implementation

Obstacles and Challenges –

Performance Measures and Rewards.Customer RelationshipManagement in Banks: Customer

and Customer Relationship

Management (CRM) – Customer

Life Cycle – Sales Force Automation

– Call Centers – CRM

Implementation

Banking Regulation andSupervision: Banking Regulation

and Supervision – Banking

Regulation Act 1949 – Credit Market

– Role of RBI – On-site Inspection

and Off-site Monitoring in India –

Risk Based Supervision –Regulations Review Authority.

Corporate Governance in Banks:History of Corporate Governance –

Application of Corporate

Governance to Banking Sector –

Code of Corporate Governance –

Basic Steps Taken for

Implementation of Corporate

Governance – Corporate Governance

and Indian Banks.

Stakeholders and TheirExpectations: Principles of

Stakeholder Management –

Emergence of the Concept – Changesin the Stakeholder Tradition –

Managing the Stakeholders’

Expectations – Stakeholder

Symbiosis – The Special Case of

Shareholder Value in Financial

Institutions – The Targets and Main

Focus of the Shareholder Value and

Stakeholder Approaches – The

Concept of Customer Satisfaction.

Managing Growth in Banks: The

Indian Banking Scenario – Measures

for Growth – Financial Ratios –

Analysis of Growth – Challenges and

Future Growth of Banks – The

Concept of Quality – Providing

Quality Service – Quality Initiatives

– Best Practices for Customer-service – Total Quality Management

(TQM).

Elective – Advertising and

Communications

Advertising


Integrated MarketingCommunications (IMC) :

Communication and IMC Programs -

Integrated Marketing

Communications - IMC Plan - IMC

Components -The Value of Plans -Globally Integrated Marketing

Communications

Advertising Management: Overview of Advertising

Management - The Role of

Advertising in the IMC Process -

Company Activities in Advertising

Management - Choosing an

Advertising Agency - External

Advertising Agencies - Choosing an

Agency - Advertising Planning and

Research - The Roles of Advertising

Account Executives - The Roles of

Creatives - Advertising CampaignManagement - Communication

Market Analysis - Communication

and Advertising Objectives - The

Communication Budget - Media

Selection - The Creative Brief

Advertising Design- Theoretical

Frameworks and Types of Appeals: The Creative Brief -

Advertising Theory - Types of

Advertising Appeals - The Structure

of an Advertisement

Advertising Design - Message

Strategies and Executional

Frameworks: Message Strategies -Cognitive Strategies - Emotional

Strategies - Executional Frameworks

- Sources and Spokespersons -

Creating an Advertisement -

Advertising Effectiveness

Advertising Media Selection:

Media Strategy - Media Planning -

Advertising Objectives - Achieving

Advertising Objectives - Gathering




38

Evidence of Success - Media

Selection - Media Mix - Media

Selection in Business-to-Business

Markets.

Communications


Trade Promotions: The Nature of

Trade Promotions - Types of Trade

Promotions - Objectives of Trade

Promotions - Concerns in Using

Trade Promotions.

Consumer Promotions: Coupons –

Premiums - Contests and

Sweepstakes - Refunds and Rebates

– Sampling - Bonus Packs - Price-

Offs - Other Issues in Promotions

Programs - Planning for Consumer

Promotions - Business-to-Business

Programs - International Consumer

Promotions Programs.Personal Selling, DatabaseMarketing, and CRM: Personal

Selling - Retail Sales - Retail Sales

Presentations - Buyer-Seller

Relationships - Business-to-Business

Selling Process - Trends in

Business Selling - Personal Selling

in International Markets - Database

Marketing - Direct Marketing -

International Concerns in Direct

Marketing - Permission Marketing -

Frequency Programs - Customer

Relationship Management.

Public Relations, Regulations, andSponsorship Programs: The Public

Relations Department and its

Functions - Types of Stakeholders -

Public Relations Events - Damage

Control - Social Responsibility -

Public Relations Tools - Regulating

Marketing Communications - The

Federal Trade Commission - Industry

Regulation of Negative Marketing

Practices - Sponsorship Marketing -

Event Marketing

Internet Marketing: Who Uses the

Internet? - Marketing Functions on

the Internet - E-Commerce - E-

Commerce Initiatives - Business-to-

Business E-Commerce - IMC and the

Internet - Direct Marketing on the

Internet - Viral Marketing on the

Internet - Internet Design Issues.

Elective – Marketing

Introduction to Sales Management


Part I: The Sales Perspective

Introduction to Sales Management:

Evolution of the sales concept –

Nature and role of selling –

Objectives of sales management –

Integrating sales and marketingmanagement – Environmental

changes affecting sales management:

Shorter product life cycle, Longer,

More complex sales cycle, Reduced

customer loyalty, Intense

competition among manufacturing

companies, Rising customer

expectations, Increasing buyer

expertise, Electronic revolution in

communication, Entry of women in

sales management.

Sales Functions and Policies: Role

of a sales manager – Responsibilities

of a sales manager: Hiring, Training,

Coaching, Motivating, Setting targets

and tracking the results, Recognizing

and rewarding performance,

Providing leads and sales support,

Organizing the sales effort,

Conducting sales meetings,

Allocation of scarce resources – Role

of a sales executive –

Responsibilities of a sales executive:

Identify potential customers from

currently available databases,

Identifying prospective accounts and

deciding upon the priority and

frequency of making calls, Decidingupon the selling approach,

Administering the sales order,

Service provider, Information

gathering and reporting, Skill

upgradation, Administrative

responsibilities – Policies that impact

sales management: Sales-related

policies pertaining to the product,

Sales-related policies pertaining to

distribution, Sales-related policies

pertaining to pricing.

Personal Selling: Buyer seller dyads

– Types of selling jobs: Sales

development, Sales maintenance –

Sales force objectives – Sales force

strategies: Market access strategies,

Account relationship strategy –

Theories of personal selling: AIDAS

Theory, Buying formula theory of

selling, Behavioral equation theory,

Right set of circumstances theory –

Approaches to personal selling:

Stimulus response approach, Need

satisfaction approach, Problem

situation approach – Personal selling

process: Prospecting, Pre-approach,

Approach, Sales presentation,

Handling objections/Sales resistance,

Close, Post-sales follow-up –

Customer related issues in personalselling: Understanding customer

types through different selling styles,

Finding customers, Researching

customers, Communicating

effectively, Providing customer

service, Creating customer

satisfaction – Automation in personal

selling: Benefits of sales force

automation.

Part II: Planning the Sales Effort

Sales Planning: The importance of

sales planning: Better

implementation of corporate plans,Provide a sense of direction, Focus

on realistic objectives, Improve

coordination, Facilitate control,

Ensure healthy interpersonal

relationships, Reduce uncertainty and

risk – Sales manager as planner and

administrator: Sales manager as

planner, Sales manager as

administrator – The sales planning

process: Setting objectives,

Determining operations to meet

objectives, Organizing for action,Implementing, Measuring results

against standards, Re-evaluating andcontrol – Causes of unsuccessful

sales planning: Lack of awareness or

understanding of important aspects,

Absence of proper planning, Lack of

systematic communication, Absence

of sales force involvement –

Accuracy of sales planning.

The Sales Organization: Role of a

sales organization – Basis for

designing a sales organization –

Types of organizations: Formal and

informal organizations, Vertical and

horizontal organizations, Centralized

and decentralized organizations, Lineand staff organizations – Types of

sales force structure: Product-based

sales force structure, Geographic-

based sales force structure,

Customer-based sales force structure,

Combination-based sales force

structure – Sales culture: Role of

sales culture in developing a sound

sales organization.




39

Estimating Market Potential andForecasting Sales: Importance of

assessing market potential – Need to

determine market potential –

Analyzing market potential: Ability

to buy, Willingness to buy – Sources

of data: Secondary sources, Primary

sources – Importance and uses of sales forecasts – Sales forecasting

methods: Qualitative methods,

Quantitative methods – Selecting a

forecasting method: Accuracy, Costs,

Type of data available, Requirements

of the software, Experience of the

company – Criteria for effective

forecasting: Accuracy, Plausibility,

Durability, Flexibility, Availability

of statistical indexes, Organizational

participation, Demand patterns in the

market for the product – Difficulties

associated with forecasting: Lack of

adequate sales history, Lack of time,money and qualified personnel,

Changing customer attitudes,

Fashions and fads.

Hiring and Training SalesPersonnel: Recruitment and its

importance – Determining specific

requirements of the sales personnel:

Mental aptitude dimensions,

Personality dimensions – Sales

personnel selection process: Sourcing

the candidates, Screening the

candidates, Selection test,

Background check, Personal

interview, Letters of recommendation, Physical

examination, Making the

employment offer – Types of sales

training: Initial sales training,

Follow-up or refresher training,

Training by the manufacturer to the

distributor’s sales force, Training by

the manufacturer to the customers –

Benefits of sales training – Sales

training programs: Designing the

training program, Implementing the

training program, Evaluating training

programs.

Part III: Directing the Sales Effort

Leading the Sales Force: Nature of

leadership – Characteristics of an

effective leader: Personal

characteristics of the manager, Needs

and motives, Bases of power, Past

experience – Leadership styles of

sales managers: Traditional

leadership styles, Modern leadership

styles – Skills essential for a leader:

Delegation skills, Communication

skills, Team-building skills,

Administrative skills, Interpersonal

skills.

Motivating the Sales Force:

Concept of motivation –

Motivational theories: Maslow’s

hierarchy of needs theory,

Herzberg’s two-factor theory, Goal

setting theory, Expectancy theory,

Job design theories – Motivation and

productivity of the sales force –

Effect of personal characteristics on

sales force motivation: Competitor,

Achiever, Ego-driven, Service-

oriented – Sales motivational mix –

Motivating the sales personnel at

different stages of their career:

Exploration stage, Establishment

stage, Maintenance stage,

Disengagement stage.

Compensating Sales Personnel:

Objectives of compensation plans:

Balancing the needs of personnel,

Managing effects of time –

Characteristics of compensation

plans: Fairness to all, Flexibility,

Provide incentive and motivation,

Lead to direction of efforts towards

company objectives, Ease of

administration and comprehension –

Types of compensation plans:Straight salary, Straight commission

plans, Combination salary plans –Designing compensation plans:

Determine specific objectives,

Establish desired levels of earnings,

Methods of payment – Implementing

compensation plans – Sales contests:

Planning sales contests, Evaluating

sales contests – Sales force expenses:

Expense plans, Types of expense

plans – Fringe benefits: Elements in

fringe benefit, Advantages of fringe

benefits.

Part IV: Controlling the Sales

Effort

Evaluating Sales ForcePerformance: Sales force

performance - Determinants of sales

force performance: Internal factors,

External factors- Performance

evaluation: Purpose and reasons,Who should evaluate, When to

evaluate - Information sources for

evaluation - Criteria for the

evaluation of sales force performance

- Establishing performance standards

– Methods of sales force evaluation:

Essays, Rating scales, Forced choice

method, Ranking, New methods of

evaluation - Monitoring and

reviewing sales force performance.

Sales Budgets: Purpose of sales

budgets: Mechanism of control,

Instrument of planning – Benefits of

budgeting: Improved planning,

Better communication and

coordination, Control and

performance evaluation,

Psychological benefits – Types of

budgets: Sales budget, Selling-

expense budget, Administrative

budget & Profit budget – Methods of

budgeting for sales force:

Affordability method, Percentage of

sales method, Competitive parity

method, Objective-and-task method,

Return oriented method –

Requirements for successful

budgeting: Involvement & support of

top management, Flexibility in

budgeting – Developing a sales

budget: Review and analysis of the

situation, Identifying specific market

opportunities and problems, Sales

forecasting, Communicate sales

goals and objectives, Preliminary

allocation of resources, Preparing the

budget, Getting approval for the

budget – Precautions in preparing

sales budgets: Inability to project

course of future events, Inability togain acceptance, Involvement of

time, Repudiation of the long term.

Time and Territory Management:

Time management and its

importance: Better market coverage,

Reduced selling costs, Improved

customer service, More accurate

evaluation of sales force personnel –

Territory management and its

importance: Benefits of territory

management – Criteria for territory

design: Sufficient potential,

Reasonable size, Adequate coverage,

Minimum impediments – Methods

for designing territories: Buildup

method, Breakdown method,

Incremental method – Procedures for

developing territories: Identify

objectives and criteria for territory

formation, Bases for developing

territories, Assigning sales personnel

to territories – Operating the territory




40

management system: Routing,

Scheduling.

Sales Quotas: Importance of sales

quotas: Provide performance targets,

Provide standards, Provide control,

Provide change of direction, Tool for

motivating salespeople – Types of

sales quotas: Sales volume quotas,

Profit quotas, Expense quotas,

Activity quotas – Characteristics of a

good sales quota – Methods of

setting sales quotas: Quota setting

processes – Administering sales

quotas: Minimizing acceptance

problems, Managing and controlling

people through quotas – Limitations

of sales quotas.

Sales and Cost Analysis: Sales

manager’s responsibility to ensure

profits – Nature of sales control:

Objectives of sales control, The salescontrol process, Difficulties in sales

control – Sales analysis: Elements of

sales analysis, Steps in sales analysis,

Variations of Sales Analysis,

Problems in sales analysis – Sales

audit: Elements of sales audit –

Marketing cost analysis: Types of

costs, Procedure for cost analysis –

Marketing audit: Procedure for a

marketing audit, Components of a

marketing audit – Profitability

analysis: Break-even analysis,Capital budgeting tools – Principles

of analysis: Iceberg principle, 80-20Principle, Cross-classifications.

Part V: Global Sales Management

and Ethical Issues in Sales

Management

International Sales Management:

Role of the sales manager in the

international market: Basic-level

functions, Advanced level functions

– International sales and marketing

opportunities – Challenges in

international sales management:

Economic environment, Legal

environment, Cultural environment –

Strategic issues for internationalsales and marketing: Marketing mix -

Adapt or Standardize? Obtaining

international information, Entering

overseas markets – Structures for

international sales organizations:Long-distance selling,

Manufacturer’s representatives,

Piggybacking, Intermediaries,

Establishing direct sales force abroad

– International sales management

practices: Recruitment of sales

personnel, Selection of sales

personnel, Training and development

of sales personnel, Sales incentives

and compensation.

Ethical and Social Issues in SalesManagement Ethics in business –

What is corporate social

responsibility? – Evolution of

corporate social responsibility (CSR)

– Levels of social responsibility:

Obeying the law, Meeting public

expectations, Anticipating new social

demands, Leading the way – What

influences ethical behavior:

Individual’s role, Organization’s role

– Management’s ethical

responsibilities: Ethical issues facing

a sales manager, Ethical issues facing

a salesperson.

Introduction to

Marketing Research


Part I: Basic Concepts of

Marketing Research

Introduction to MarketingResearch: Definition of Marketing

Research; Scientific Thinking and

Marketing Research; Relationship

between Marketing and Marketing

Research; Basic Research, AppliedResearch; Role of Marketing

Research in Decision-Making –

Problem/Opportunity Identification,

Problem/Opportunity Selection,

Problem/Opportunity Resolution,

Implementing The Course of Action;

Scope of Marketing Research;

Advantages and Limitations of

Marketing Research, Advantages of

Marketing Research, Limitations of

Marketing Research.

Part II: Framework of Marketing

Research

The Process of MarketingResearch: Understanding the

Marketing Research Process; The

Process of Marketing Research;

Steps in the Research Process -

Identification of the

Problem/Opportunity, Development

of Objectives for the Research,

Development of Hypothesis,

Planning the Research Design,

Selection of Research Methods,

Analyzing the Research Designs,

Selection of Sampling Procedure,

Data Collection, Evaluation and

Analysis of Data, Presenting the

Research Report.

Part III: Building the Framework

of Marketing Research

Initiating the Marketing ResearchProcess: Identification of

Problem/opportunity – Exploratory

Research; Development of

Objectives for the Research;

Development of Hypothesis –

Hypothesis Testing; Value of

Information – Marketing Information

System, Marketing Decision Support

System.

Planning the Research Design:

Meaning of Marketing ResearchDesign; Need for Research Design;

Characteristics of a Good Research

Design; Research Design Concepts;

Types of Research Designs –

Exploratory Studies, Descriptive

Studies, Causal Studies; Benefits of

Research Design; Research Proposal.

Measurement in MarketingResearch: Importance of

Measurement; Measurement Scales –

Nominal Scale, Ordinal Scale,

Interval Scale, Ratio Scale; Criteria

for Good Measurement – AccuracyReliability, Validity, Sensitivity,

Generalizability, Relevance; Sourcesof Measurement Problems –

Respondent Associated Errors,

Instrument Associated Errors,

Situational Errors, Measurer as Error

Source.

Attitude Measurement inMarketing Research: Components

of Attitude – Cognitive Component,Affective Component, Behavioral

Component; Importance of Attitude

Measurement; Scales used to

Measure Attitude – Single Item

Scales, Multi-Item Scales;

Considerations in Selecting a Scale –

Balanced Versus Unbalanced Scales,

Number of Categories, Odd or Even

Number of Scale Categories, Forced

Versus Unforced Choice.

Selection of Research Methods and

Analyzing the Research Design:




41

Survey Research – Nature of Survey

Research, Factors determining the

Selection of Survey Research;

Experiment – Nature of Experiments,

Experimental Validity; Secondary

Data – Nature of Secondary Data,

Primary Vs Secondary Data;

Observation Studies – Nature of Observation Studies, Types of

Observation Studies, Analyzing the

Research Designs; Criteria for

Classification of Research Designs.

Selection of Sampling Procedure:Basic Definitions and Concepts –

Population and Universe, Census,

Sample and Sampling; Types of

Sampling – Probability Sampling -

Simple Random Sampling,

Systematic Sampling, Stratified

Random Sampling, Cluster

Sampling; Non-Probability Sampling

- Convenience Sampling, Quota

Sampling, Judgment Sampling,

Snowball Sampling; Steps in a

Sampling Process - Defining the

Target Population, Specifying the

Sampling Frame, Specifying the

Sampling Unit, Selection of the

Sampling Method, Determination of

Sample Size, Specifying the

Sampling Plan, Executing the

Sampling Plan.

Questionnaire Design: PreliminaryDecisions - Required Information,

Target Respondents, InterviewingTechnique; Response Format –

Open-ended Questions, Close-ended

Questions; Question Wording;

Questionnaire Sequence – Lead-in

Questions, Qualifying Questions,

Warm-up Questions, Specific

Questions, Demographic Questions;

Questionnaire Pre-testing Revision

and Final Draft.

Data Collection: Importance of Data

Collection; Data Collection Methods

– Secondary Data - Classification of

Secondary Data, Advantages &

Limitations of Secondary Data;Surveys – Survey Methods,

Advantages of Survey Research,

Disadvantages of Survey Research;

Experimentation – Issues in

Experimentation, Advantages and

Limitations of Experimentation;

Observation Methods – Direct

Observation, Contrived Observation,

Content Analysis, Physical Trace

Measures, Participant Observation,

Behavior Recording Devices,

Advantages and Disadvantages of

Observation Methods; Qualitative

Research Methods - Depth

Interviews, Focus Groups, Projective

Techniques.

Evaluation and Analysis of Data:Evaluation of Data – Validating and

Editing; Pre-requisites for Analysis –

Coding; Pre-requisites for Analysis –

Data Entry; Simple Analysis –

Tabulation, One-Way Frequency

Tabulation, Cross Tabulation; Data

Mining.

Advanced Data Analysis: Measures

of Central Tendency – Arithmetic

Mean, Median, Mode; Hypothesis

Testing – Steps in Hypothesis

Testing, Type I & Type II Errors;

Correlation Analysis – ScatterDiagram Method, Karl Pearson’s

Coefficient of Correlation,

Spearman’s Rank Correlation

Coefficient, Method of Least

Squares; Regression Analysis –

Regression Line, Method of Least

Squares; Multivariate Analysis.

Presenting the Research Report:Understanding Research Reports;

Types of Research Reports – Short

reports, Long reports; Components of

Reports - Prefatory Information,

Introduction, Methodology, Findings,

Conclusions and Recommendations,Appendices, Bibliography; Written

Presentation; Oral Presentation;

Visual Aids – Tables, Charts and

Graphs.

Part IV: Applications of

Marketing Research

Marketing Research in Practice:Importance of Marketing Research

for Organizations; Role of Marketing

Research – In New ProductDevelopment, In Segmenting the

Markets, In Identifying the Needs of

Customers, In Sales Forecasting and

Estimating the Market Potential, In

Analyzing the Satisfaction Levels of

Customers, In Future Managerial

Decisions; Advertising Research.

Part V: Managing Marketing

Research and Ethical Concerns

Managing Marketing Research:Identifying the Need for Marketing

Research; Resource Allocation for

Marketing Research; Selecting the

Marketing Research Agency;

Managing the Agency – Client

Relationship.

Ethical Dimensions of MarketingResearch: Making Ethical

Decisions; Rights and

Responsibilities of the Manager;

Rights and Responsibilities of the

Researcher; Ethical Treatment of

Respondents – Knowledge of

Benefits, Protection against

Deception, Right to Informed

Consent, Right to Debriefing, Right

to Privacy.

Documents

Bba Program Curriculum