Course Structure Syllabus for Master of Business ... · MBAMM401 Managing for Sustainability [C] Theory 6 MBAMM402 Entrepreneurship Development [C] Theory 6 ... Customer Delight,

SINGHANIA UNIVERSITY

SINGHANIA UNIVERSITY 1

Course Structure

&

Syllabus for

Master of Business Administration

(M.B.A) In

Marketing Management



Introduction

A master of business administration (MBA) is a graduate degree that

provides theoretical & practical training to help graduates gain better

understanding of general business management functions.

This degree focuses mainly on accounting, finance & marketing.

Objective

1. To provide the country a steady stream of competent young men &

women with necessary knowledge, skills, values & attitudes to occupy

positions of management & administration in business, industry, public

system & the government.

2. To impart the students latest & relevant knowledge from the field of

management theory & practice.

3. To provide opportunities to the students for developing necessary

managerial skills.

4. To impart/ develop the right kind of values & attitude to function

effectively in managerial/ administrative positions.



Course Structure

Semester 1 - Subject Code

Subject Name Examination Credits

MBAMM101 Accounting for Business Decision

Theory 6

MBAMM102 Basic of Marketing Theory 6 MBAMM103 Business Research Methods Theory 6

MBAMM104 Economics Analysis for Business Decisions

Theory 6

MBAMM105 Legal Aspects of Business Theory 6 MBAMM106 Organizational Behavior Theory 6



MBAMM201 Decision Science Theory 6 MBAMM202 Financial Management Theory 6 MBAMM203 Human Resource Management Theory 6

MBAMM204 Marketing Management Theory 6 MBAMM205 Management Information

System Theory 6

MBAMM206 Operation & Supply Chain Management

Theory 6





MBAMM301 Strategic Management [C] Theory 6 MBAMM302 Enterprise Performance

Management [C] Theory 6

MBAMM303 Startup & New Venture Management [C]

Theory 6

MBAMM304 Contemporary Marketing Research [S]

Theory 6

MBAMM305 Consumer Behavior [S] Theory 6

MBAMM306 Business to Business Marketing [S]

Theory 6



MBAMM401 Managing for Sustainability [C] Theory 6

MBAMM402 Entrepreneurship Development [C]

Theory 6

MBAMM403 Event Management [C] Theory 6 MBAMM404 Services Marketing [S] Theory 6

MBAMM405 Sales & Distribution Management [S]

Theory 6

MBAMM406 Customer Relationship Management [S]

Theory 6

C – Compulsory Subject

S – Specialization Subject



Syllabus –

Semester 1:

Following Subjects-

1. MBAMM101 | Accounting for Business Decision

2. MBAMM102 | Basic of Marketing

3. MBAMM103 | Business Research Methods

4. MBAMM104 | Economics Analysis for Business Decisions

5. MBAMM105 | Legal Aspects of Business

6. MBAMM106 | Organizational Behavior



Semester 1:

1. Accounting for Business Decision (MBAMM101)

Description of the Units included in the above subject:

Unit

No.

Unit Name Description

1 Basic Concepts Meaning of Business decisions & importance of business

decisions. Forms of business organizations, meaning of

accounting, basic concepts, terms used in business

accounting. Types of accounts, journal, ledger & trial balance.

Accounting equations & users of accounting information.

Accounting concepts & conventions. Difference between

financial, cost accounting & management accounting, Use &

applicability of Tally in accounting.

2 Understanding of

Financial

Statements

Meaning of Financial statements. Importance & objectives of

financial statements. Preparation of final accounts of sole

proprietary firm. Making financial decisions on the basis of

financial statements.

3 Cost Accounting Basic concepts of cost accounting. Objectives of Cost

Accounting, Classification & analysis of costs, Relevant &

irrelevant costs, differential costs, sunk costs, Preparation of

Simple Cost sheet.

4 Cost Control Material cost control, Procurement, Pricing of issues,

Inventory control techniques, Fixation of various levels,

Economic order quantity, material losses, Labor cost control,

time keeping & time booking, Overheads, Collection,

Classifications, allocation & apportionment of overheads.

5 Decision making

tools

Marginal costing, Break-even point, Cost Volume Profit

analysis, Optimizing product mix, Pricing decisions. Budgeting

- Cash & Flexible budgets only, Standard costing – Material &

Labor Variances only



Topics | Accounting for Business Decision (MBAMM101)

Unit Sub Unit Topic

1 1.0 Basic Concept

1.1 Business Decisions

1.2 Financial Accounting

1.3 Journal

1.4 Ledger

1.5 Trial Balance

1.6 Basic Accounting Concepts & Convention & Principles

1.7 Relation between Financial, Cost & Management Accounting

1.8 Use & Applicability of Tally in Accounting

2 2.0 Understanding of Financial Statements

2.1 Financial Statements

2.2 Preparation of Final Accounts of Sole Proprietary Firm/ Business

2.3 Financial Decisions on the Basis of Financial Statements

3 3.0 Cost Accounting

3.1 Concept of Cost

3.2 Classification & Analysis of Cost

3.3 Elements of Cost

3.4 Cost-sheet



4 4.0 Cost Control

4.1 Material Cost Control

4.2 Pricing of Material Issues

4.3 Inventory Control Techniques

4.4 Economic Order Quantity & Fixation of Various Levels

4.5 Material Losses

4.6 Material Losses

4.7 Overheads

4.8 Apportionment of Overheads

5 5.0 Decision-making Tools

5.1 Marginal Costing

5.2 Break Even Analysis

5.3 Cost Volume Profit Analysis

5.4 Optimizing Product Mix

5.5 Pricing Decisions

5.6 Make or Buy Decisions

5.7 Budgeting

5.8 Standard Costing

5.9 Variance Analysis



Semester 1:

2. Basic of Marketing (MBAMM102)


Unit

No.


1 Introduction to

Marketing

1.1 Definition & Functions of Marketing: Scope of

Marketing,

Core concepts of marketing such as Need, Want, Demand,

Customer Value, Exchange, Customer & Consumer,

Customer Satisfaction, Customer Delight, Customer

Loyalty, Marketing v/s Market

1.2 Markets: Definition of Market, Competition, Key

customer markets, Marketplaces, Market spaces,

Metamarkets

1.3 Company Orientation towards Market Place: Product,

Production, Sales, Marketing, Societal, Transactional,

Relational, Holistic Marketing Orientation. Selling versus

Marketing. Concept of Marketing Myopia.

1.4 Introduction to the Concept of Marketing Mix: Origin &

Concept of Marketing Mix & Definitions of 7Ps.People,

Processes & Physical Evidence

1.5 New Marketing Realities: Major Societal Forces, New

Consumer Capabilities & New Company Capabilities.

2 Consumer Behavior 1.1 Definition & Functions of Marketing: Scope of

Marketing,

Core concepts of marketing such as Need, Want, Demand,

Customer Value, Exchange, Customer & Consumer,

Customer Satisfaction, Customer Delight, Customer

Loyalty, Marketing v/s Market



1.2 Markets: Definition of Market, Competition, Key

customer markets, Marketplaces, Market spaces,

Metamarkets

1.3 Company Orientation towards Market Place: Product,

Production, Sales, Marketing, Societal, Transactional,

Relational, Holistic Marketing Orientation. Selling versus

Marketing. Concept of Marketing Myopia.

1.4 Introduction to the Concept of Marketing Mix: Origin &

Concept of Marketing Mix & Definitions of 7Ps.People,

Processes & Physical Evidence

1.5 New Marketing Realities: Major Societal Forces, New

Consumer Capabilities & New Company Capabilities.

3 Marketing

Environment

3.1 Concept of Environment: Macro & Micro, Need for

analyzing the Marketing Environment

3.2 Macro Environment: Analyzing the Economic, Socio

cultural, Demographic, Political – Legal - Regulatory,

Technical, Environmental environments.

3.3 Linkage of Marketing Function with all functions in the

Organization.

3.4 Concept of Market Potential & Market Share

4 Segmentation, Target

Marketing &

Positioning

4.1 Marketing as Value Delivery Process: Traditional &

modern approaches

4.2 Segmentation: Definition, Need for segmentation,

Benefits of segmentation to marketers, Bases for market

segmentation of consumer goods & industrial goods,

Criteria for effective segmentation.

4.3 Levels of Market Segmentation: Segment Marketing,

Niche Marketing, Local Marketing, Mass Marketing.

4.4 Target Market: Concept of Target Market & criteria for

selection of target market

4.5 Positioning: Concept of Differentiation &Positioning,

Introduction to the concepts of Value Proposition & USP.



5 Product: The first

Elements of

Marketing Mix

5.1 Product: Meaning of product, Goods & Services

Continuum,

Classification of consumer products – Convenience,

Shopping, Specialty, Unsought, classification of industrial

products – material & parts, capital items, supplies &

services

5.2 Product Levels: The customer value hierarchy

5.3 Product Mix: Width, Depth, Consistency & Product line.



Topics | Basic of Marketing (MBAMM102)

Unit Sub Unit Topic

1 1.0 Introduction to Marketing

1.1 Markets

1.2 Marketing

1.3 Company orientation towards market place

1.4 Marketing Mix

1.5 New Marketing Realities

2 2.0 Consumer Behavior

2.1 Five Steps of Buyer Decision Process

3 3.0 Marketing Environment

3.1 Factor Constituting Marketing Environment /Types of Marketing Environment

3.2 Linkage of Marketing Functions with all Functions in Organization

3.3 Concept of Market Potential & Market Share

4 4.0 Segmentation, Target Marketing & Positioning

4.1 Marketing Value as Delivery Process

4.2 Segmentation, Target Marketing & Positioning/STP

4.3 Segmentation

4.4 Target Market

4.5 Positioning



5 5.1 Product: The first Elements of Marketing Mix

5.2 Product

5.3 Product Level (Customer Value Hierarchy)

5.4 Product Mix



Semester 1:

3. Business Research Methods (MBAMM103)


Unit

No.


1 Foundations of

Research

1.1 Research: – Definition, Why study Business Research?

What is good research? Decision Support, Business Intelligence,

Research applications in functional areas of Business, Emerging

trends in Business research.

1.2 Research & the Scientific Method: Characteristics of

scientific method.

1.3 Steps in Research Process

1.4 Concept of Scientific Enquiry: - Formulation of Research

Problem – Management Question – Research Question –

Investigation Question

1.5 Research Proposal: – Elements of a Research Proposal,

Drafting a Research Proposal, Evaluating a research proposal

(Students are expected to draft & evaluate a real life research

proposal)

2 Research Design 2.1. Concept, Features of a good research design, Use of a

good research design

2.2. Qualitative research & Quantitative research approaches,

Comparison - Pros & Cons of both approaches.

2.3. Exploratory Research Design: Concept, Types: Qualitative

techniques - Projective Techniques, Depth Interview,

Experience Survey, Focus Groups, Observation.

2.4. Descriptive Research Designs: Concept, types & uses.

Concept of Cross-sectional & Longitudinal Research

2.5. Experimental Design: Concept of Cause, Causal

relationships, Concept of Independent & Dependent variables,

concomitant variable, extraneous variable, Treatment, Control

group. (Elementary conceptual treatment expected)



2.6. Hypothesis: Qualities of a good Hypothesis –Framing Null

Hypothesis & Alternative Hypothesis. Concept of Hypothesis

Testing - Logic & Importance

3 Measurement &

Data

3.1. Concept of Measurement: what is measured? Problems in

Measurement in management research - Validity & Reliability.

Levels of measurement - Nominal, Ordinal, Interval, Ratio.

3.2. Attitude Scaling Techniques: Concept of Scale – Rating

Scales viz. Likert Scales, Semantic Differential Scales, Constant

Sum Scales, Graphic Rating Scales – Ranking Scales – Paired

Comparison & Forced Ranking - Concept & Application.

3.3. Types of Data - Secondary Data: Definition, Sources,

Characteristics, Searching world wide web for data, Issues to be

considered for secondary data, sufficiency, adequacy,

reliability, consistency.

3.4. Types of Data - Primary Data: Definition, Advantages &

disadvantages over secondary data,

3.5. Questionnaire Method: Questionnaire Construction -

Personal Interviews, Telephonic survey Interviewing,

Email/Internet survey, online survey sites, their utility,

constraints

4 Sampling 4.1. Basic Concepts: Defining the Universe, Concepts of

Statistical Population, Sample, Characteristics of a good sample.

Sampling Frame (practical approach for determining the sample

frame expected), Sampling errors, Non Sampling errors,

Methods to reduce the errors, Sample Size constraints, Non

Response.

4.2. Probability Sample: Simple Random Sample, Systematic

Sample, Stratified Random Sample, Area Sampling & Cluster

Sampling.

4.3. Non Probability Sample: Judgment Sampling, Convenience

Sampling, Purposive Sampling, Quota Sampling & Snowballing

Sampling methods. Determining size of the sample - Practical

considerations in sampling & sample size, (sample size

determination formulae & numerical not expected)

5 Data Analysis &

Report Writing

5.1. Data Analysis: Editing, Coding, Univariate analysis -



Tabular representation of data, frequency tables, Construction

of frequency distributions & their analysis in the form of

measures of central tendency – Mean, Median & Mode; their

relative merits & demerits,

5.2. Graphical Representation of Data: Appropriate Usage of

Bar charts, Pie charts, Histogram, Leaf & stem, Candle stick, Box

plots. (Use of MS Excel)

5.3. Bivariate Analysis: Cross tabulations, Use of percentages,

Bivariate Correlation Analysis - meaning & types of correlation,

Karl Person’s coefficient of correlation & spearman’s rank

correlation; Scatter plots, Chi-square test including testing

hypothesis of association, association of attributes. (Formulae

& calculation are not expected. Interpretation of the given data

& scenario analysis is expected for appropriate managerial

decision inferences to be drawn.)

5.4. Linear Regression Analysis: Meaning & two lines of

regression; relationship between correlation & regression co-

efficient (Formulae & calculation are not expected.

Interpretation of the given data & scenario analysis is expected

for appropriate managerial decision inferences to be drawn.)

5.5. Test of Significance: Small sample tests: t (Mean,

proportion) & F tests, Z test, Non parametric tests: Binomial

test of proportion, Randomness test; Analysis of Variance: One

way & two way Classifications (Formulae & calculation are not

expected. Interpretation of the given data & scenario analysis is

expected for appropriate managerial decision inferences to be

drawn.)

5.6. Research Reports: Structure of Research report, Report

Writing & Presentation.



Topics | Business Research Methods (MBAMM103)

Unit Sub Unit Topic

1 1.0 Foundations of Research

1.1 Research

1.2 Business Research

1.3 Scientific Method

1.4 Formulation of Research Problem

1.5 Research Proposal

2 2.0 Research Design

2.1 Types of Research Design

2.2 Hypothesis

3 3.0 Measurement & Data

3.1 Measurement

3.2 Attitude Scaling Techniques

3.3 Data Collection

3.4 Sources of Data

3.5 Questionnaire Method

4 4.0 Sampling

4.1 Types of Sampling

4.2 Sampling Size



5 5.0 Data Analysis & Report Writing

5.1 Data Processing

5.2 Data Analysis

5.3 Univariate Analysis

5.4 Graphical Representation of Data (Using MS-Excel).

5.5 Bivariate Analysis

5.6 Regression

5.7 Test of Significance

5.8 Analysis of Variance

5.9 Research Reports: Writing & Presentation



Semester 1:

4. Economics Analysis for Business Decisions (MBAMM104)


Unit

No.


1 Basic Concepts

of Economics

Introduction to Economics , Basic Economic Problem, Circular

Flow of Economic Activity , Nature of the firm - rationale,

objective of maximizing firm value as present value of all future

profits, maximizing, satisficing, optimizing, principal agent

problem, Accounting Profit & Economic Profit , Role of profit in

Market System , Adam Smith & Invisible Hand.

2 Demand

Analysis &

Forecasting

Determinants of Market Demand at Firm & Industry level –

Elasticity of Demand - Market Demand Equation – Use of

Multiple Regression for estimating demand – Case study on

estimating industry demand (formulating equation & solving

with the aid of software expected)

Demand & Supply: Market Equilibrium – Pricing under

Perfect competition, monopolistic competition, Case study on

pricing under monopolistic competition, Oligopoly - product

differentiation & price discrimination; price- output decision in

multi-plant & multi-product firms.

3 Cost Concepts Cost Concept, Opportunity Cost, Marginal, Incremental &

Sunk Costs, Cost Volume Profit Analysis, Breakeven Point, & Case

Study on marginal costs.

Risk Analysis & Decision Making: Concept of risk,

Expected value computation, Risk management through

Insurance, diversification, Hedging, Decision Tree Analysis, &

Case Study on Decision tree Technique.



4 Money &

Capital Markets

in India

Role & Functions of Money Markets, Composition of Money

Market, Money Market Instruments , Reserve Bank of

India – Functions, Regulatory Role of RBI w.r.t. Currency, Credit &

Balance of Payment, Open Market Operations. Role & Functions

of Capital Markets, Composition of Capital

Market, Stock Exchanges in India, Role of SEBI, & understanding

of stock market quotations in financial press expected.

5 Public Finance

Infrastructure

Familiarity with important terms/agencies/approaches/practices

related to National Income (such as GDP, PPP, Growth Rate),

Foreign Trade (such as GATT, WTO) & union budget (such as

Revenue Account, Capital Account, Revenue Deficit, Fiscal

Deficit, Plan & Non-plan expenditure) is expected. Understanding

of Summarized budget for the current financial year is required

(knowledge of detailed budget provisions not required).



Topics | Economics Analysis for Business Decisions (MBAMM104)

Unit Sub Unit Topic

1 1.0 Basic Concepts of Economics

1.1 Economics

1.2 Business Economics

1.3 Basic Economic Problems

1.4 Circular Flow of Economic Activity

1.5 The Nature of the Firm

2 2.0 Demand Analysis & Forecasting

2.1 Demand

2.2 Market

2.3 Laws of Demand

2.4 Market Demand

2.5 Elasticity of Demand

2.6 Demand Estimation & Forecasting

2.7 Demand & Supply

2.8 Market Equilibrium

2.9 Pricing

2.10 Oligopoly



3 3.0 Cost Concepts, Risk Analysis & Decision Making

3.1 Cost

3.2 Cost Volume Profit Analysis

3.3 Breakeven Point

3.4 Risk Analysis & Decision Making

4 4.0 Money & Capital Market in India

4.1 Money Market

4.2 Reserve Bank of India

4.3 Capital Market

4.4 Securities & Exchange Board of India (SEBI)

4.5 Stock Exchanges in India

5 5.0 Public Finance Infrastructure

5.1 National Income

5.2 Foreign Trade

5.3 Union Budget

5.4 National budget



Semester 1:

5. Legal Aspects of Business (MBAMM105)


Unit

No.


1 The Indian

Contract Act

1871

Essential elements of valid contract

Performance an discharge of contract

Breach of contract - meaning & remedies

Contracts of indemnity - meaning, nature-right of indemnity

holder & indemnifier

Contract of guarantee – meaning, nature & features – types of

guarantee

Provisions relating to various types of guarantee.

Surety & co-surety – rights & liabilities – discharge of surety

Agency – agent & principal, creation of agency – classification of

agents – relationship between principal & agent – agent’s

authority – revocation & renunciation – rights duties & liabilities

of agents & principal –termination of agency.

2 Sale of Goods

Act 1930

Contract of sale of goods – meaning –essentials of contract of

sale – formalities of contract of sale

Conditions & warranties Transfer of property or ownership

Performance of contract of sale

Rights of unpaid seller – rules as to delivery of goods

3 Negotiable

Instruments

Act, 1881

Negotiable Instruments – meaning – characteristics – types –

parties – holder & holder in due course

Negotiation & types of endorsements

Dishonor of negotiable instruments - noting & protesting

Liability of parties on Negotiable Instruments



4 Companies Act

1956

Company – definition – meaning – features & types of

Companies.

Incorporation of a company – memorandum of association,

articles of association & prospectus

Share Capital- types of share capital – increase/decrease of share

capital – buy-back of shares.

5 Other Laws Consumer Protection Act 1986 – definitions of consumer,

consumer dispute complaint – goods –service – unfair trade

practice – consumer dispute redressal agencies

Information Technology Act – Digital Signature – Electronic

Governance Intellectual Property Laws – Understanding of

concepts of patents, copyrights, trademarks & designs



Topics | Legal Aspects of Business (MBAMM105)

Unit Sub Unit Topic

1 1.0 The Indian Contract Act 1871

1.1 Contract

1.2 Discharge of contract

1.3 Breach of contract

1.4 Contract of Indemnity

1.5 Contract of Guarantee

1.6 Surety & Co-surety

1.7 Agency

2 2.0 Sale of Goods Act, 1930

2.1 Sale

2.2 Agreement to Sale

2.3 Goods

2.4 Contract of Sale

2.5 Condition & Warranty

2.6 Transfer of Property or Ownership

2.7 Performance of Contract of Sale

2.8 Unpaid Seller & his Rights

3 3.0 Negotiable Instruments Act, 1881

3.1 Negotiable Instruments



3.2 Difference between 'Promissory Note' & 'Bill of Exchange

3.3 Difference between 'Cheque' & 'Bill of Exchange

3.4 Parties to Negotiable Instrument

3.5 Holder & Holder in due course

3.6 Negotiation

3.7 Endorsement

3.8 Dishonor of Negotiable Instrument

3.9 Liabilities of Parties on Negotiable Instrument

4 4.0 The Companies (Amendment) Act, 2015

4.1 Company

4.2 One Person Company

4.3 Private Company

4.4 Small Company

4.5 Dormant Company

4.6 Share Capital

4.7 Debentures

4.8 Acceptance of Deposits

4.9 Appointment of Women Director

5 5.0 Other Laws

5.1 Consumer Protection Act, 1986

5.2 Information Technology Act

5.3 Intellectual Property Law



Semester 1:

6. Organizational Behavior (MBAMM106)


Unit

No.


1 Fundamentals of OB Definition, scope & importance of OB, Relationship

between

OB & the individual, Evolution of OB, Theoretical

framework

(cognitive, behavioristic & social cognitive), Limitations of

OB.

2 Individual Process &

Behavior

Attitude: Importance of attitude in an organization, Right

Attitude, Components of attitude, Relationship between

behavior & attitude, Developing Emotional intelligence at

the workplace, Job attitude, Barriers to changing attitudes

Personality & values: Definition & importance of

Personality for performance, The Myers-Briggs Type

Indicator & The Big Five personality model, Significant

personality traits suitable to the workplace (personality &

job – fit theory), Personality Tests & their practical

applications.

Perception: Meaning & concept of perception, Factors

Influencing perception, Selective perception, Attribution

theory, Perceptual process, & Social perception

(stereotyping & halo effect).

Motivation: Definition & Concept of Motive & Motivation,

The Content Theories of Motivation (Maslow’s Need

Hierarchy & Herzberg’s Two Factor model Theory), The

Process Theories (Vroom’s expectancy Theory & Porter

Lawler model), Contemporary Theories- Equity Theory of

Work Motivation



3 Interpersonal

Processes &

Behavior, Team &

Leadership

Development

3.1 Foundations of Group Behavior: The Meaning of Group

&

Group behavior & Group Dynamics, Types of Groups, The

Five - Stage Model of Group Development

3.2 Managing Teams: Why Work Teams, Work Teams in

Organization, Developing Work Teams, Team Effectiveness

& Team Building

3.3 Leadership: Concept of Leadership, Styles of

Leadership, Trait Approach, Contingency Leadership

Approach,Contemporary leadership, Meaning &

significance of contemporary leadership, Concept of

transformational leadership, Contemporary issues in

leadership, Contemporary theories of leadership, Success

stories of today’s Global & Indian leaders.

4 Organization System Organizational Culture: Meaning & Definition of

Organizational

Culture, Creating & Sustaining Organizational Culture,

Types of Culture (Strong vs. Weak Culture, Soft vs. Hard

Culture & formal vs. Informal Culture) , Creating Positive

Organizational Culture, Concept of Workplace Spirituality.

5 Managing Change 5.1 Organizational Change: Meaning, definition & Nature of

Organizational Change, Types of Organizational change,

Forces that acts as stimulants to change.

5.2 Implementing Organizational Change: How to

overcome the Resistance to Change, Approaches to

managing Organizational Change, Kurt Lewin’s- Three step

model, Seven Stage model of Change & Kotter’s Eight-Step

plan for Implementing Change, Leading the Change

Process, Facilitating Change, Dealing with Individual &

Group Resistance, Intervention Strategies for Facilitating

Organizational Change, Methods of Implementing

Organizational Change, Developing a Learning

Organization.



Topics | Organizational Behavior (MBAMM106)

Unit Sub Unit Topic

1 1.0 Fundamentals of Organizational Behavior

1.1 Organizational Behavior

1.2 Models of Organizational Behavior

1.3 Scope of Organizational Behavior

1.4 Relationship of Organizational Behavior with Individual

1.5 Limitation of Organizational Behavior

1.6 Emerging Trends in Organizational Behavior

2 2.0 Individual Process & Behavior

2.1 Attitude

2.2 Developing Emotional Intelligence at the Workplace

2.3 Personality

2.4 Values

2.5 Perception

2.6 Motivation

3 3.0 Interpersonal Process & Behavior, Team & Leadership Development

3.1 Foundation of Group Behavior

3.2 Managing Team

3.3 Leadership



4 4.0 Organizational System

4.1 Organizational Culture

4.2 Organizational Structure

4.3 Workplace Spirituality

4.4 Stress Management

5 5.0 Managing Change

5.1 Organizational Change

5.2 Implementing Organizational Change



Semester 2:

Following Subjects-

1. MBAMM201 | Decision Science

2. MBAMM202 | Financial Management

3. MBAMM203 | Human Resource Management

4. MBAMM204 | Marketing Management

5. MBAMM205 | Management Information System

6. MBAMM206 | Operation & Supply Chain Management



Semester 2:

1. Decision Science (MBAMM201)


Unit

No.


1 Introduction to Decision

Science

1.1 Introduction:

Importance of Decision Sciences & Role of quantitative

techniques in decision making.

1.2 Assignment Models:

Concept, Flood’s Technique/ Hungarian Method,

applications including restricted & multiple

assignments.

1.3 Transportation Models:

Concept, Formulation, Problem types: Balanced,

unbalanced, Minimization, Maximization Basic initial

solution using North West Corner, Least Cost & VAM,

Optimal Solution using MODI.

2 Linear Programming &

Markov Chains &

Simulation Techniques

2.1 Linear Programming:

Concept, Formulation & Graphical Solution

2.2 Markov Chains & Simulation Techniques:

Markov chains: Applications related to management

functional areas, Implications of Steady state

Probabilities, Decision making based on the inferences

Monte Carlo Simulation, scope & limitations.

3 Decision Theory, Game

Theory & Queuing

Theory

3.1 Decision Theory:

Concept, Decision under risk (EMV) & uncertainty

3.2 Game Theory: Concept, 2 by 2 zero sum game with

dominance, Pure & Mixed Strategy

3.3 Queuing Theory: Concept, Single Server ( M/M/I ,

Infinite, FIFO) & Multi Server (M/M/C, Infinite, FIFO)



4 CPM, PERT &

Sequencing Problems

4.1 CPM & PERT:

Concept, Drawing network, identifying critical path

Network Calculations:

Calculating Est, LST, EFT, LFT, Slack & probability of

project completion

4.2 Sequencing problems:

Introduction, Problems involving n jobs- 2 machines, n

jobs- 3 machines

& n jobs-m machines; Comparison of priority

sequencing rules

5 Probability 5.1 Probability:

Concept, Addition, Conditional Probability theorem

based decision making, (Numerical based on functional

areas of business expected).

5.2 Probability Distributions:

Normal, Binomial, Interval estimation, standard errors

of estimation.



Topics | Decision Science (MBAMM201)

Unit Sub Unit Topic

1 1.0 Introduction to Decision Science

1.1 Decision Science

1.2 Assignment Model

1.3 Transportation Model

2 2.0 Linear Programming & Markov Chains & Simulation Techniques

2.1 Linear Programming Problem (L.P.P)

2.2 Markov Chain

2.3 Simulation Techniques

3 3.0 Decision Theory, Game Theory & Queuing Theory

3.1 Decision Theory

3.2 Game Theory

3.3 Queuing Theory

4 4.0 CPM, PERT & Sequencing Problems

4.1 CPM

4.2 PERT

4.3 Network Calculations

4.4 Sequencing Problems



5 5.0 Probability

5.1 Theorem of Probability

5.2 Probability Distribution

5.3 Binomial Probability Distribution

5.4 Normal Probability Distribution

5.5 Statistic Estimation



Semester 2:

2. Financial Management (MBAMM202)


Unit

No.


1 Business Finance Introduction of Business Finance: Meaning, Definition of

Financial Management , Goals of Financial Management ( Profit

Maximization & Wealth Maximization), Modern approaches to

Financial Management – (Investment Decision, Financing

Decision & Dividend Policy Decisions) Finance & other related

disciplines, Functions of finance manager, Key strategies of

financial management, Financial Planning – Principles & Steps in

Financial Planning.

2 Capital structure

Meaning, Factors affecting the capital structure, Different

Sources of Finance & its Types, Concept & measurement of cost

of capital, measurement of specific costs WACC, Trading on

equity & its types

3 Techniques of

Financial

Analysis

Meaning, Nature, Objectives, Understanding of financial

statements, Schedule VI of Companies Act, Tools of analysis,

interpretation & limitations of financial analysis, Fund flow

statement (Working capital basis), Understanding Cash flow

statement – Difference between Cash flow & Fund flow

statement, Ratio analysis (computation & interpretations of

ratios)

4 Capital

Budgeting

Meaning, Definition & types of evaluating the project on the

basis of Traditional Techniques & Modern Techniques (viz.

Payback period, Discounted Payback period, NPV, ARR, IRR, PI)

Time Value of Money.

5 Working Capital

Management

Nature & Scope, Components of working capital, operating

cycle, types of working capital, Sources of Working Capital

Financing, Factors affecting working capital, estimation of

working capital requirement



Topics | Financial Management (MBAMM202)

Unit Sub Unit Topic

1 1.0 Business Finance

1.1 Financial Management

1.2 Functions of Finance Manager

1.3 Financial Planning

2 2.0 Capital Structure

2.1 Capital Structure Theories

2.2 Sources & Types of Finance

2.3 Cost of Capital

2.4 Measurement of Specific Cost of Capital

2.5 Weighted Average Cost of Capital (WACC)

2.6 Trading on Equity

2.7 Leverages

3 3.0 Techniques of Financial Analysis

3.1 Financial Analysis

3.2 Techniques / Tools of Financial Analysis & Interpretation

3.3 Fund Flow Statement

3.4 Cash Flow Statement

3.5 Ratio Analysis



4 4.0 Capital Budgeting

4.1 Types / Techniques of Capital Budgeting

4.2 Time Value of Money

5 5.0 Working Capital Management

5.1 Working Capital

5.2 Working Capital Cycle/Operating Cycle

5.3 Assessment of Working Capital Requirement

5.4 Working Capital Financing/Sources of Finance



Semester 2:

3. Human Resource Management (MBAMM203)


Unit

No.


1 Framework of

Human Resource

Management

Introduction to HRM & framework - Nature of HRM, Scope of

HRM, HRM: Functions & Objectives, HRM: Policies &

practices.

HRM & SHRM - Nature of SHRM, The strategic functions of

HRM understood & implemented in the company, Global

competitiveness & Strategic HR, Linkage of organizational &

HR strategies.

Models of SHRM - The Integrated system model, Devanna et.

Al - strategic human resource management "matching

model".

2 HR Procurement Job Analysis & Design - Job Analysis: introduction,

Importance of job analysis, purpose of job analysis, benefits

of job analysis, competency based job analysis, Job Design:

Writing job description, introduction, & factors affecting job

design. Job characteristics model (Hackman & Oldham, 1976)

of effective job & job satisfaction.

Human Resource Planning - The need of man power planning

, What is Human Resource Planning, Definition, objectives,

importance, benefits, the process of Human resource

planning, Preparing manpower inventory. (Supply

Forecasting).

Recruitment - Strategic approach to recruitment, Labor

markets & recruitment, Geographic labor markets, Global

labor markets, Industry & occupational labor markets,

Educational & technical labor markets, Unemployment rate

& labor markets, Recruiting & diversity considerations,



Employment advertising, Recruiting Diverse workers,

Recruiting Source choices: internal vs. external - Internal:

Organizational Database, Job postings, Promotions &

Transfers, Current Employee Reference & Re-recruiting of

former employees & applicants, External: College &

University recruiting, school recruiting, Labor Unions,

Employment agencies & headhunters, competitive sources,

media sources, E-Recruiting methods -Internet job boards,

Professional/ career websites, Employer websites.

Selection - Introduction to selection process, Selection

procedure.

3 Training &

Development

Employee Training & Development Nature of training,

Training process, Training needs assessment, Training

evaluation, Training design, Implementing Training programs

(Training methods), and Implementing management

development programs.

4 Employee Appraisal

& Compensation

Performance- Definition, Why to measure performance? Use

of performance data, measurement process, Performance

feedback, Compensation- concept, Traditional approach,

current trends in compensation, Linking compensation with

performance- Advantages & Problems, Team based

Incentives.

5 Managing

Employee Relations

Concept, Importance, Organizational Entry, employee Status,

Flexible Work arrangement, Employee Surveys, Handbooks,

Violations of Policy/ Discipline, Organizational Exit,

Termination, Resignation, downsizing, Lay off Retirement.



Topics | Human resource Management (MBAMM203)

Unit Sub Unit Topic

1 1.0 Framework of Human Resource Management

1.1 Introduction of HRM & Framework

1.2 Role of Human Resource Manager

1.3 Strategic Human Resource Management (SHRM)

1.4 Models of SHRM

2 2.0 HR Procurement

2.1 Job Analysis

2.2 Job Design

2.3 Human Resource Planning / Manpower Planning

2.4 Recruitment

2.5 Labor Market

2.6 Selection

3 3.0 Training & Development

3.1 Training

3.2 Training Process

3.3 Implementing Training Programs (Training Methods)

3.4 Management Development Programs



4 4.0 Employee Appraisal & Compensation

4.1 Performance Appraisal

4.2 Concept of Performance Management

4.3 Performance Measurement

4.4 Performance Feedback

4.5 Compensation

5 5.0 Managing Employee Relations

5.1 Employee Relations

5.2 Organizational Entry

5.3 Employee Status

5.4 Flexible Work Arrangement

5.5 Employee Survey

5.6 Employee Handbooks

5.7 Violation Of Policy / Discipline

5.8 Organizational Exit



Semester 2:

4. Marketing Management (MBAMM204)


Unit

No.


1 New Product

Development &

Product Life Cycle

1.1 New Product Development:

Need for new product development, Booz Allen &

Hamilton Classification Scheme for New Products

1.2 New Product Development Process:

Idea Generation to commercialization.

1.3 Branding:

Introduction to Branding, Product Vs. Brand, Meaning of a

brand, brand equity & brand elements.

1.4 Packaging & Labeling:

Meaning & role of Packaging & Labeling, Primary,

Secondary

& Shipment packages

1.5 Product Life Cycle:

Concept & characteristics of Product Life Cycle, Relevance

of PLC, Types of PLC & Strategies across stages of the PLC.

2 Price 2.1 Pricing Basics:

Meaning, Importance & Factors influencing pricing

decisions

2.2 Setting the Price:

Setting pricing objectives, Determining demand,

Estimating costs, Analyzing competitors' pricing, Selecting

pricing method, Selecting final price.

2.3 Adapting the Price:

Geographical pricing, Price discounts & allowances,

Promotional pricing, Differentiated pricing.

2.4 Price Change:

Initiating & responding to price changes.



3 Place 3.1 The Role of Marketing Channels:

Channel functions & flows, channel levels.

3.2 Channel Design Decisions:

Analyzing customers' desired service output levels,

establishing objectives constraints, Identifying &

evaluating major channel alternatives

3.3 Channel Options:

Introduction to Wholesaling, Retailing, Franchising, Direct

marketing , E- Commerce Marketing Practices

3.4 Market Logistics Decisions:

Order processing, Warehousing, Inventory, &

Transportation.

4 Promotion 4.1 Introduction:

The role of marketing communications in marketing effort.

4.2 Communication Mix Elements:

Introduction to Advertising, Sales Promotion, Personal

Selling, Public Relations, Direct Marketing. Concept of

Integrated Marketing Communications (IMC)

4.3 Developing Effective Communication:

Identifying target audience, determining communication

objectives, designing the communications, selecting

communication channels

4.4 Deciding Marketing Communications Mix:

Factors in setting marketing communication mix,

measuring communication results

5 Marketing Planning &

Control

5.1 Product Level Planning:

Preparation & evaluation of a product level marketing

plan, Nature & contents of Marketing Plans- Executive

Summary, Situation Analysis, Marketing Strategy,

Financials, and Control.

5.2 Marketing Evaluation & Control:

Concept, Process & types of control - Annual Plan Control,

Profitability Control, Efficiency Control, Strategic Control,

Marketing audit



Topics | Marketing Management (MBAMM204)

Unit Sub Unit Topic

1 1.0 New Product Development & Product Life Cycle

1.1 Product

1.2 New Product Development

1.3 Product Life Cycle

1.4 Branding

1.5 Packaging & Labeling

2 2.0 Price

2.1 Pricing

2.2 Setting the Price

2.3 Adapting the Price

2.4 Price Change

3 3.0 Place

3.1 Marketing Channels

3.2 Channel Design Decisions

3.3 Channel Options

3.4 Logistics



4 4.0 Promotion

4.1 Marketing Communication/Promotion

4.2 Marketing Communication Mix

4.3 Integrated Marketing Communication

4.4 Developing Effective Communication

4.5 Deciding Marketing Communications Mix

5 5.0 Marketing Planning & Control

5.1 Marketing Planning

5.2 Product Level Planning

5.3 Marketing Evaluation & Control

5.4 Marketing Audit



Semester 2:

5. Management Information System (MBAMM205)


Unit

No.


1 Management

Information

Systems

Need, Purpose & Objectives - Data, Information, Knowledge -

Types of Information Systems - Information as a strategic

resource - Use of information for competitive advantage

Information Technology Infrastructure:

Information Systems Architecture - Mainframe, Client, Server,

Web Based, Distributed, Grid, Cloud - Overview of Hardware,

Software, Storage & Networking Devices - Networks Types -

Topologies of Networks

2 Data Base

Management

Systems

2.1 Data Base Management Systems:

Concept- Relational Model Applications - DBMS Architecture

2.2 Systems Engineering Analysis & Design:

Systems Concept - Systems Development Life Cycle -

Assessing

Enterprise Information requirements - Alternative System

Building Approaches - Prototyping - Rapid Development Tools

- Case Tools - Object Oriented Systems (Only introduction to

these tools & techniques)

3 Decision Support

Systems

3.1 Decision Support Systems

Data Warehousing & Data Mining Business Intelligence &

Analytics

- Group Decision Support Systems - Executive Information

Systems - Executive Support Systems - Geographical

Information Systems - Expert Systems & Knowledge Based

Expert Systems - Artificial Intelligence.



4 Digital Firm

Perspective

4.1 Digital Firm Perspective:

MIS Model for a digital firm - Organization Structure for digital

firm - e- Business Models & Applications - Mobile computing,

Call Centers, BPO

4.2 Management Issues in MIS:

Information Security & Control - Quality Assurance - Ethical &

Social

Dimensions - Intellectual Property Rights as related to IT

Services - IT Products

5 Applications of

MIS

5.1 Applications of MIS in functional areas as well as in the

service sector should be covered with the help of minimum 5

case studies.



Topics | Management Information System (MBAMM205)

Unit Sub Unit Topic

1 1.0 Management Information Systems

1.1 Information System

1.2 Management Information System

1.3 Information Technology Infrastructure

2 2.0 Database Management Systems Concept

2.1 Basic Concepts & Definitions in DBMS

2.2 Systems Engineering Analysis & Design

3 3.0 Decision Support Systems

3.1 Data Warehousing

3.2 Data Mining

3.3 Business Intelligence & Analysis

3.4 Decision Support Systems

3.5 Group Decision Support Systems

3.6 Executive Information Systems

3.7 Executive Support Systems

3.8 Geographical Information Systems

3.9 Expert Systems

3.10 Knowledge Based Expert Systems

3.11 Artificial Intelligence



4 4.0 Digital Firm Perspective

4.1 Management Issues in MIS

5 5.0 Applications of MIS



Semester 2:

6. Operation & Supply Chain Management (MBAMM206)


Unit

No.


1 Introduction to

Operations & Supply

Chain Management

1.1 Definition, Concept, Significance & Functions of

Operations & SCM.

Evolution from manufacturing to operations management,

Physical distribution to Logistics to SCM, Physical Goods &

Services Perspectives

1.2 Quality:

Definitions from various Perspectives, Customers view &

Manufacturer's view, Concept of Internal Customer,

Overview of TQM & LEAN Management, Impact of Global

Competition, Technological Change, Ethical &

Environmental Issues on Operations & Supply Chain

functions.

2 Operations

Processes

2.1 Process Characteristics in Operations:

Volume Variety & Flow.

Types of Processes & Operations Systems - Continuous Flow

system & intermittent flow systems

2.2 Process Product Matrix:

Job Production, Batch Production, Assembly line &

Continuous Flow, Process & Product Layout

2.3 Service System Design Matrix:

Design of Service Systems, Service Blueprinting

3 Production Planning

& Control

3.1 Production Planning & Control (PPC):

Role & Functions

3.2 Demand Forecasting:



Forecasting as a Planning Tool, Forecasting Time Horizon,

Sources of Data for forecasting, Accuracy of Forecast,

Capacity Planning.

3.3 Production Planning:

Aggregate production Planning, Alternatives for Managing

Demand & Supply, Master Production Schedule, Capacity

Planning - Overview of MRP, CRP, DRP , MRP II

3.4 Production Control:

Scheduling, Loading, Scheduling of Job Shops & Floor

Shops, Gantt Charts

4 Inventory Planning

& Control

4.1 Inventory Planning & Control:

Continuous & Intermittent demand System, concept of

inventory, need for inventory, and types of inventory -

seasonal, decoupling, and cyclic, pipeline, and safety -

Implications for Inventory Control Methods.

4.2 Inventory Costs:

Concept & behavior of ordering cost, carrying cost, and

shortage cost.

4.3 EOQ:

Basic EOQ Model - EOQ with discounts

4.4 Inventory control:

Classification of material - ABC Analysis -VED, HML, FSN,

GOLF, SOS. (Numerical expected on Basic EOQ, EOQ with

discounts & ABC), Inventory turns ratios, Fixed Order

quantity Model - Periodic Review & Re-order Point

5 Supply Chain

Management

5.1 Supply Chain Management:

Generalized Supply Chain Management Model - Key Issues

in SCM - Collaboration, Enterprise Extension,

responsiveness, Cash to Cash Conversion,

5.2 Customer Service:

Supply Chain Management & customer service linkages,

Availability service reliability perfect order, customer satisfy

action Enablers of SCM - Facilities, Inventory,

Transportation, Information, sourcing, Pricing .



Topics | Operation & Supply Chain Management (MBAMM206)

Unit Sub Unit Topic

1 1.0 Introduction to Operations & Supply Chain Management

1.1 Evolution of Operations & Supply Chain Management

1.2 Operations Management

1.3 Functions of Operations & Supply Chain Management

1.4 Physical Goods & Services Perspectives in Operations Management

1.5 Quality in Operations Management

1.6 Concept of Internal Customer

1.7 Overview of TQM in Operations Management

1.8 Overview of Lean Management in Operations Management

1.9 Impact of Global competition on Operations & Supply Chain Management

1.10 Impact of Technological Change on Operation & Supply Chain Management

1.11 Environmental Issues in Operations & Supply Chain Management

1.12 Ethical Issues in Operations & Supply Chain Management

2 2.0 Operations Processes

2.1 Process Product Matrix

2.2 Layout

2.3 Service System Design

2.4 Service Blueprinting



3 3.0 Production Planning & Control

3.1 Production Planning

3.2 Production Control

3.3 Demand Forecasting

3.4 Production Planning & Control (PPC)

4 4.0 Inventory Planning & Control

4.1 Inventory

4.2 Inventory Costs

4.3 Inventory Planning

4.4 Inventory Control

4.5 Economic Order Quantity (EOQ) Numerical Problems

5 5.0 Supply Chain Management

5.1 Generalized Supply Chain Management Model

5.2 Key Issues in SCM

5.3 Customer Service



Semester 3:

Following Subjects-

1. MBAMM301 | Strategic Management [C]

2. MBAMM302 | Enterprise Performance Management [C]

3. MBAMM303 | Startup & New Venture Management [C]

4. MBAMM304 | Contemporary Marketing Research [S]

5. MBAMM305 | Consumer Behavior [S]

6. MBAMM306 | Business to Business Marketing [S]



Semester 3:

1. Strategic Management [C] (MBAMM301)


Unit

No.

Unit

Name

Description

1 Unit 1 1.1 Understanding Strategy:

Concept of strategy, Corporate, Business & Functional Levels of Strategy

1.2 Introduction to Strategic Management: Meaning & Characteristics of

strategic management, strategic management Vs. operational

management

1.3 Four Phases in Strategic Management

Process:

Stakeholders in business & their roles in strategic management.

1.4 Hierarchy of Strategic Intent:

Meaning & attributes of strategic intent, Meaning of Vision, Process of

envisioning, Meaning of mission, difference between vision & mission,

characteristics of good mission statements, Business definition using

Abell’s three dimensions, objectivities & goals, Linking objectives to

mission & vision. Critical success factors (CSF), Key Performance

Indicators (KPI), Key Result Areas (KRA).

1.5 Analyzing Company’s External

Environment:

Environmental appraisal Scenario planning - Preparing an Environmental

Threat & Opportunity Profile (ETOP)

Analyzing Industry Environment: Industry Analysis - Porter’s Five Forces

Model of competition, Entry & Exit Barriers, Strategic Group analysis.

2 Unit 2 2.1 Analyzing Company’s Internal

Environment:

Resource based view of a firm, meaning, types & sources of a competitive

Advantage, analyzing Company’s Resources & Competitive Position. VRIO

Framework, competitive advantage, competitive parity & competitive



disadvantage, Core Competence, characteristics of core competencies,

Distinctive competitiveness. Benchmarking as a method of comparative

analysis.

2.2 Value Chain Analysis Using Porter’s

Model:

Primary & secondary activities.

2.3 Organizational Capability Profile: Strategic Advantage Profile,

Concepts of stretch, leverage & fit, ways of resource leveraging -

concentrating, accumulating, complementing, conserving, recovering.

2.4 Portfolio Analysis:

Business Portfolio Analysis-BCG Matrix- GE 9 Cell Model.

3 Unit 3 3.1 Generic Competitive Strategies: Meaning of generic competitive

strategies, Low cost, Differentiation, Focus - when to use which strategy

3.2 Grand Strategies:

Stability, Growth (Diversification Strategies, Vertical Integration

Strategies, Mergers, Acquisition & Takeover Strategies, Strategic Alliances

& Collaborative Partnerships), Retrenchment - Turnaround, Divestment,

Liquidation, Outsourcing Strategies.

4 Unit 4 4.1 Strategy Implementation:

Components of a strategic plan, barriers to implementation of strategy,

Mintzberg’s 5Ps - Deliberate & Emergent Strategies, Mc Kinsey’s 7s

Framework

4.2 Organization Structures For Strategy implementation:

entrepreneurial functional, divisional, SBU Matrix, Network structures,

Cellular/Modular organization, matching structure to strategy,

organizational design for stable Vs. turbulent

Environment.

4.3 Changing Structures & Processes:

Reengineering & strategy implementation

- Principles of Reengineering, Six Sigma

- Process consisting of defining, measuring, analyzing, improving &

establishing steps, Lean Six Sigma

(Concepts only)

4.4 Corporate Culture:



Building Learning Organizations promoting participation through

technique of Management by Objectives (MBO), Total Quality

Management (TQM)

4.5 Strategy Evaluation:

Operations Control & Strategic Control

- Symptoms of malfunctioning of strategy

- Use of Balanced Scorecard for strategy evaluation.

5 Unit 5 5.1 Blue Ocean Strategy:

Difference between blue & red ocean strategies, principles of blue ocean

strategy, Strategy Canvass & Value Curves, Four Action framework

5.2 Business Models:

Meaning & components of business models, new business models for

Internet Economy-E-Commerce Business Models & Strategies - Internet

Strategies for Traditional Business - Virtual Value Chain

5.3 Sustainability & Strategic Management:

Threats to sustainability, Integrating Social & environmental sustainability

issues in strategic management, meaning of triple bottom line, people-

planet-profits.



Topics | Strategic Management [C] (MBAMM301)

Unit Sub Unit Topic

1 1.0 Unit 1

1.1 Understanding Strategy

1.2 Introduction to Strategic Management

1.3 Strategic Management Process

1.4 Hierarchy of Strategic Intent

1.5 Analyzing Company’s External Environment

1.6 Analyzing Industry Environment

2 2.0 Unit 2

2.1 Company’s Internal Environment

2.2 Resource Based Firm of a View

2.3 Value Chain Analysis Using Porter’s Model

2.4 Organizational Capability Profile

2.5 Portfolio Analysis

3 3.0 Unit 3

3.1 Generic Competitive Strategies

3.2 Using the Generic Strategies

3.3 Grand Strategies

3.4 Types of Grand Strategies



4 4.0 Unit 4

4.1 Strategic Plan

4.2 Strategy Implementation

4.3 Organizational Structures for Strategy Implementation

4.4 Changing Structure & Processes

4.5 Corporate Culture

4.6 Strategy Evaluation

5 5.0 Unit 5

5.1 Blue & Red Ocean Strategy

5.2 Business Model

5.3 Sustainability & Strategic Management



Semester 3:

2. Enterprise Performance Management [C] (MBAMM302)


Unit

No.


1 Performance

Management

1.1 Performance Management:

Concept, Need, Linkages with Strategic Planning,

Management Control & Operational Control

1.2 Performance Evaluation Parameter: Financial -

Responsibility Accounting - Concept of Responsibility

Centers, Revenue Centre, and Expose Centre - Engineered

& Discretionary costs - Committed costs, Profit Centre,

Investment Centers, ROI, ROA, MVA, and EVA - DuPont

analysis. (Numerical Not expected - Interpretation only)

Limitations of Financial Measures

1.3 Performance Evaluation Parameters:

Non-financial Performance measures - Balanced Scorecard,

Malcolm Baldrige Framework

1.4 Measuring SBU Level Performance: Concept, Need,

Linkages with Enterprise Performance Management Goal

Congruence. Transfer Pricing - Objective, Concept, and

Methods - Cost based, Market price based & Negotiated,

Applicability of Transfer Pricing.

2 Capital Expenditure 2.1 Capital Expenditure Control:

Concept, Need, Process of Capital Budgeting, Types of

capital expenditure decisions - per-sanction, operational &

post - sanction control of capital expenditure.

2.2 Tools & Techniques of Capital

Expenditure Control:

Technical Performance Measurement, Post completion

audit



3 Performance

Evaluation Parameter

for Banking &

Retailing

3.1 Performance Evaluation Parameters for

Banks:

Customer Base, NPAs, Deposits, Roll, Financial Inclusion,

Spread, Credit Appraisal, Investments.


Retail:

ABC analysis, Sell Through Analysis, Multiple Attribute

Method, Gross Margin Return on Investment (GMROI),

GMROI as Gross Margin/ Average Inventory at Cost

4 Performance

Evaluation

Parameters for

Projects & Non-

Profits


Projects:

Project Control Process: Setting base line plan, Measuring,

progress & performance, comparing plan against action,

Taking action, Schedule variance (time overruns), Project

Cost Variance (cost overruns)


Non-Profit:

Features of Non-profit organizations, fund accounting,

governance, product pricing, strategic planning & budget

preparations, social audit,

5 Audit Functions 5.1 Audit Function as a Performance

Measurement Tool:

Financial Audit, Internal Audit, Cost Audit, Management

Audit - Principles & Objectives (Audit Reports / Formats are

expected to be, discussed in the class from a performance

measurement perspective).



Topics | Enterprise Performance Management [C] (MBAMM302)

Unit Sub Unit Topic

1 1.0 Performance Management

1.1 Enterprise Performance Management

1.2 Performance Management

1.3 Financial Performance Evaluation Parameter

1.4 Non-Financial Performance Evaluation Parameter

1.5 Measuring SBU Level Performance

1.6 Transfer Pricing

1.7 Goal Congruence through Transfer Pricing

2 2.0 Capital Expenditure

2.1 Capital Expenditure/Capital Budgeting

2.2 Types of Capital Expenditure Decision

2.3 Capital Expenditure Control

2.4 Capital Expenditure Control Mechanisms

2.5 Tools & Techniques of Capital Expenditure Control

3 3.0 Performance Evaluation Parameter for Banking & Retailing

3.1 Performance Evaluation Parameter for Banks

3.2 Performance Evaluation Parameter for Retail



4 4.0 Performance Evaluation Parameters for Projects & Non-Profits

4.1 Performance Evaluation Parameter for Projects

4.2 Performance Evaluation Parameter for Non Profits

5 5.0 Audit Functions

5.1 Audit

5.2 Types of Audit

5.3 Audit Report

5.4 Audit Functions as a Performance Measurement Tool



Semester 3:

3. Startup & New Venture Management [C] (MBAMM303)


Unit

No.

Unit

Name

Description

1 Unit 1 1.1 Concept & Definitions:

Entrepreneur & Entrepreneurship, Entrepreneurship & Economic

Development; A Typology of Entrepreneurs;

1.2 Entrepreneurial Competencies:

The Entrepreneur’s Role, Task & Personality

Entrepreneurial Skills: creativity, problem solving, decision making,

communication, leadership quality; McClelland’s N-Ach theory, self-

analysis, personal efficacy, culture & values, risk-taking behavior,

technology backup.

1.3 Factor Affecting Entrepreneurial Growth:

Economic, Non-Economic Factors; EDP Programmed; Entrepreneurial

Training;

1.4 Traits/Qualities of an Entrepreneurs:

Entrepreneur; Manager Vs. Entrepreneur, The Early Career Dilemmas of

an Entrepreneur, Defining Survival & Success, Entrepreneurship as a Style

of Management, The Entrepreneurial Venture & the Entrepreneurial

Organization. Entrepreneurial Process.

1.5 Steps of entrepreneurial process:

Deciding -Developing-Moving-Managing- Recognizing.

2 Unit 2 2.1 Opportunity/Identification & Product

Selection: Entrepreneurial Opportunity Search & Identification;

2.2 Product Selection:

criteria to Select a product

2.3 Conducting Feasibility Studies:

Project Finalization; Sources of information.

2.4 Entry strategies:



New Product, Franchising, Partial Momentum, Sponsorship & Acquisition

2.5 Intellectual property:

Creation & Protection.

3 Unit 3 3.1 Small Enterprises & Enterprise Launching

Formalities:

Definition of Small Scale; Rationale; Objective; Scope; Role of SME in

Economic Development of India: SME; Registration; NOC from Pollution

Board; Machinery & Equipment Selection

Project Report Preparation:

Specimen of Project Report; Project Planning & Scheduling using

Networking Techniques of PERT/CPM ;Methods of Project Appraisal-

economic viability & market feasibility, requirements of financial

institutions, projected financial statement preparation.

4 Unit 4 4.1 Role of Support Institutions & Management of Small Business:

Director of Industries ;DIC; SIDO; SIDBI; Small Industries Development

Corporation (SIDC); SISI; NSIC; NISBUED; State Financial Corporation SFC;

Information: Assistance from different organizations in setting up a new

venture, technology parks, industrial corporation, directorate of

industries/cottage & small scale industries, SISI, Khadi & Village industries

Corporation/Board.

DGS & DNSIC, export & import, how to apply for assistance - procedure,

forms, procedures for obtaining contract from Railways, Defense, P & T

etc., SIDBI.

4.2 Laws: Liabilities under the Factories Act, Shops & Establishment Act,

Industrial Employment (Standing Orders) Act, Environment Protection

Act, Sale of Goods Act, maintenance & submission of statutory records &

returns, understanding labor - management

Relationship.

5 Unit 5 5.1 Case Studies:

Diagnostic case studies of successful/ unsuccessful entrepreneurs, key

variables explaining success/failures, industrial sickness, industrial

reconstruction, technology Obsolescence, technology, transfer.



Topics | Startup & New Venture Management [C] (MBAMM303)

Unit Sub Unit Topic

1 1.0 Unit 1

1.1 Entrepreneur

1.2 Entrepreneurship

1.3 Entrepreneurial Competencies

1.4 McClelland’s N-Ach Theory

1.5 Factors Affecting Entrepreneurial Growth

1.6 EDP Programmed & Entrepreneurial Training

1.7 Traits & Qualities of an Entrepreneur

1.8 Entrepreneurial Process

2 2.0 Unit 2

2.1 Opportunity Identification

2.2 Product Selection

2.3 Conducting Feasibility Studies

2.4 Entry Strategies

2.5 Intellectual Property

3 3.0 Unit 3

3.1 Small Scale Enterprises & Enterprise Launching Formalities

3.2 Project Report Preparation



4 4.0 Unit 4

4.1 Supports for Small Scale Business

4.2 Role of Support Institutions & Management of Small Business

4.3 Assistance from Different Organizations in Setting up a New Venture

5 5.0 Unit 5

5.1 Case Studies



Semester 3:

4. Contemporary Marketing Research [S] (MBAMM304)


Unit

No.


1 Introduction to

Marketing Research &

Applications of

Research Designs:

Meaning & role of Marketing Research, Role of

Information in Marketing Decisions, Marketing Research

– Sequence of Steps, Meaning & Types of Research

Designs – Exploratory, Descriptive & Causal, concept of

validity & reliability of a research study. Problem

Formulation, The decision maker & the environment,

alternative courses of action, objectives of decision

maker, consequences of alternative courses of action,

Translating decision problem to research problem,

Preparing & Evaluating Marketing Research proposal.

Formulating hypotheses using exploratory research

techniques like literature survey, experience survey &

analysis of cases. Meaning of Qualitative research &

applications of Depth Interviews & Focus Groups in

marketing Applications of longitudinal studies in

consumer panels, retail shop audit, media audience

tracking studies like TRP, brand tracking studies

2 Data Collection-

Questionnaires &

Scaling:

Designing questionnaires & observation forms for

different marketing research situations – study of

consumer behavior, advertising copy research, media

research like readership surveys, opinion polls, retail

surveys to understand market potential, channel

behavior, mystery shopping etc. Scale Construction,

Specifying domain, generating scale items, Basic Scaling

Issues like number of scale points, odd number Vs. even

number of options, balanced Vs. unbalanced scale,



forced Vs. unforced scale, verbal & pictorial description

of response categories. Scale Purification Process,

Deleting scale items using correlations with total score,

Reliability Testing using Cronbach Alpha, Validity Testing

– Face Validity, Content Validity, Construct Validity, and

Convergent Validity & Discriminant Validity. Applications

of Likert, Semantic Differential & Staple Scales for

positioning research, brand research, attitudinal studies,

customer satisfaction research.

3 Experimental Designs &

Sampling

Experimentation in Marketing Research, Basic/ classical

designs: before – after, before – after with control

group, after only with control group, four groups – six

study design. (Applications expected with interpretation

of data) Statistical Designs, Randomized Block Design,

Latin Square Design, Factorial Design, Applications

related to Test Marketing, study of effectiveness of

advertising & sales promotional campaigns. Case studies

on sampling decisions like defining universe, sampling

unit, sampling element, choice of sampling frame,

determining sample size for probability & non-

probability sampling methods & choice of final sample

by using appropriate sampling methods in a step by step

manner.

4 Data Analysis – I Testing hypothesis for one mean, two means, and two

proportions. (Numerical expected with practical

examples) Chi Square Test, Observed & Expected

Frequencies, ANOVA – One & Two way (numerical

expected with practical examples) Conjoint Analysis,

Conceptual basis, procedure, type of data required, key

decision, how to interpret output, applications to study

trade off patterns of consumers as related to different

levels of marketing mix elements (Question on

interpretation of output is expected) Factor Analysis,

Conceptual basis, type of data required, procedure, PCA,



Interpreting factor matrix (factor loadings,

communalities, Eigen value), determining number of

factors using latent root criteria & scree test,

interpreting & naming factors, applications in consumer

behavior studies (Question on interpretation of output is

expected)

5 Data Analysis – II Cluster Analysis, Conceptual basis, type of data required,

procedure, clustering methods – single linkage rule, how

to interpret output, applications related to

psychographic & lifestyle market segmentation

(Question on interpretation of output is expected)

Multi- dimensional Scaling & Perceptual Mapping,

Conceptual basis, type of data required, key decision-

attribute based versus non- attribute based approaches,

procedure, how to interpret output, applications related

to target market selection & positioning (Question on

interpretation of output is expected) Discriminant

Analysis (Two Group Case), Conceptual basis, type of

data required, determining the coefficients, interpreting

discriminant function & classifying subjects using

discriminant function, applications in marketing

(Question on interpretation of output is expected)



Topics | Contemporary Marketing Research [S] (MBAMM304)

Unit Sub Unit Topic

1 1.0 Introduction to Marketing Research & Applications of Research Designs

1.1 Marketing Research

1.2 Marketing Research Designs

1.3 Problem Formulation

1.4 Marketing Research Techniques

2 2.0 Data Collection- Questionnaires & Scaling

2.1 Data Collection

2.2 Questionnaires

2.3 Media Research

2.4 Scaling

3 3.0 Experimental Designs & Sampling

3.1 Experimentation in Marketing Research

3.2 Classical Designs

3.3 Statistical Designs

3.4 Test Marketing

3.5 Advertising & Sales Promotion Campaigns

3.6 Sampling

3.7 Case Studies



4 4.0 Data Analysis-I

4.1 Data Analysis

4.2 Hypothesis

4.3 Conjoint Analysis

4.4 Factor Analysis

5 5.0 Data Analysis-II

5.1 Cluster Analysis

5.2 Multidimensional Scaling

5.3 Perceptual Mapping

5.4 Discriminant Analysis



Semester 3:

5. Consumer Behavior [S] (MBAMM305)


Unit

No.


1 Environmental

Influences on

Consumer Behavior

Basics:

Meaning of Customers & Consumers, Consumer Roles,

Consumerism & De-marketing

Culture & Sub- Culture:

Meaning, Characteristics & Relevance to Marketing

Decisions

Social Class:

Meaning, Measurement, Effect on Lifestyles

Social Groups: Meaning & Group Properties & Reference

Groups

Family:

Family Life Cycle & Purchasing Decisions

Marketing Mix:

Influence of marketing mix variables

2 Individual

Determinants of

Consumer Behavior

Personality & Self Concept:

Meaning of Personality, Influence on Purchase Decisions

Motivation & Involvement:

Types of Buying Motives, Motive

Hierarchy, Dimensions of Involvement

Learning & Memory:

Meaning & Principal Elements of Learning, Characteristics

of Memory Systems, Recall

Attitudes: Meaning & Characteristics, Strategies for

Changing Attitudes, Intensions& Behaviors



3 Consumer Decision

Making Process

Problem Recognition:

Types of consumer decisions, types of

Problem Recognition, Utilizing problem recognition

information Search & Evaluation:

Types of information, Sources of Information Search, Search

& Credence Aspects -Marketing Implications Situational

Influences on Purchase Decisions Purchasing Process: Why

do people shop? Store & Non-store Purchasing Processes,

Purchasing Patterns.

Post-purchase Evaluation & Behavior:

Consumer Satisfaction,

Dissatisfaction, Customer Delight, Consumer Complaint

Behavior, Post Purchase Dissonance.

4 Consumer Behavior

Models

Howard Seth Model Engel – Blackwell – Miniard Model

5 Indian Consumer Demographic & Socio-economic Profile

Measurement of social classes in India using Socio-

Economic Classes (SEC) in Urban & Rural Markets Living

Standards Measures (LSM), Characteristics of Bop

Consumers.



Topics | Consumer Behavior [S] (MBAMM305)

Unit Sub Unit Topic

1 1.0 Environmental Influence on Consumer Behavior

1.1 Basic Concepts in Consumer Behavior

1.2 Culture & Subculture

1.3 Social Class

1.4 Social Groups

1.5 Family

1.6 Marketing Mix

2 2.0 Individual Determinants of Consumer Behavior

2.1 Personality & Self-Concept

2.2 Motivation & Involvement

2.3 Learning & Memory

2.4 Attitudes

3 3.0 Consumer Decision Making Process

3.1 Problem Recognition

3.2 Search & Evaluation

3.3 Purchasing Process

3.4 Post Purchasing Evaluation & Behavior



4 4.0 Consumer Behavior Model

4.1 Learning Model

4.2 Psychoanalytical Model

4.3 Economic Model

4.4 Sociological Model

4.5 Nicosia Model

4.6 Howard Seth Model

4.7 Engel –Blackwell-Miniard Model

5 5.0 Indian Consumer

5.1 Demographic & Socio-Economic Profile

5.2 Measurement of Social Classes in India using Socio Economic Classes in Urban & Rural Markets

5.3 Living Standard Measures (LSM)

5.4 BOP Consumer



Semester 3:

6. Business to Business Marketing [S](MBAMM306)


Unit

No.


1 Overview of

Business-to-

Business Marketing

Overview of Business-to-Business Marketing: Introduction to

Business-to-Business Marketing:

Business, Organizational & Government Markets,

Organizational Buying Behavior, Concept of the Business-to-

Business (B2B) Marketing, Comparison of Business-to-

Business & Business-to-Consumer Marketing.

Buying Situations, Buy gird Framework, Role of Buying

Centre, Models of B2B Marketing - Webster & Wind Model,

Sheth Model, Impact of Macro/Micro Environmental factors

on decision making.

2 Segmentation,

Targeting &

Positioning for

B2B Markets

Segmentation, Targeting & Positioning for B2B Markets:

Market Segmentation Bases:

Macro Variables:

Industry Characteristics, Company Size, Customer Location,

End User Markets, product, Applications.

Micro Variables:

Customer Interaction needs, Organizational Capabilities,

Purchasing Policies, Purchasing Criteria, & Personal

Characteristics.

Target Markets:

Concentrated Marketing, Differentiated Marketing,

Undifferentiated Marketing. Criteria for choosing a target

market. Positioning



3 Product Pricing

Strategy for B2B

Markets

Product Pricing Strategy for B2B Markets: Industrial

Products:

Definition of an Industrial Product, Industrial Product

Lifecycle & Strategies

Across the PLC, Product strategies for New Products &

Existing Products, Importance of After Sales Service.

Innovation, Competitiveness & Technology. Marketing of -

Projects, Industrial Services, High technology products.

Pricing:

Factors influencing Pricing Decisions, Pricing Strategies -

Competitive bidding, Pricing New Products, Pricing Policies,

Commercial Terms & Conditions, Contracts, Hiring & Leasing,

Negotiation, Bargaining, Persuasion & Conviction. Methods

used to Influence Industrial Customers, Special Dealing

between Buyer & Sellers, Reciprocity, Ethical Issues.

International Market based Pricing.

4 Personal Selling &

Promotions for B2B

Markets

Personal Selling & Promotions for B2B Markets: Personal

Selling:

Role & Characteristics of Personal Selling, Development &

Management of Sales Force, Key Account Management - ABC

Analysis of Industrial Customers.

Promotions:

Developing Industrial Communication Program, Trade Shows,

Exhibitions, Catalogues, Samples, Public Relations, and

Advertising.

5 Industrial

Distribution

Channels

Industrial Distribution Channels:

Distinctive Nature of Industrial Distribution Channels, Types

of Industrial Middlemen, Channel Flow Design, Formulating

Distribution Strategies & Cost Benefit Analysis.



Topics | Business to Business Marketing [S] (MBAMM306)

Unit Sub Unit Topic

1 1.0 Overview of Business-to-Business Marketing

1.1 Introduction to Business-to-Business Marketing

1.2 Buying Situations

1.3 Models of B2B Marketing

2 2.0 Segmentation, Targeting & Positioning for B2B Markets

2.1 Market Segmentation Bases

2.2 Target Markets

2.3 Positioning

3 3.0 Product Pricing Strategy for B2B Markets

3.1 Industrial Products

3.2 Pricing

4 4.0 Personal Selling & Promotions for B2B Markets

4.1 Personal Selling

4.2 Key Account Management

4.3 Sale Promotion

4.4 Developing the Industrial Communication Programmed

4.5 Advertising



5 5.0 Industrial Distribution Channels

5.1 Distinctive Nature of Industrial Distribution Channel

5.2 Industrial Middleman

5.3 Channel Flow Design

5.4 Formulating Distribution Strategies



Semester 4:

Following Subjects-

1. MBAMM401 | Managing for Sustainability [C]

2. MBAMM402 | Entrepreneurship Development [C]

3. MBAMM403 | Event Management [C]

4. MBAMM404 | Services Marketing [S]

5. MBAMM405 | Sales & Distribution Management [S]

6. MBAMM406 | Customer Relationship Management [S]



Semester 4:

1. Managing for Sustainability [C] (MBAMM401)


Unit

No.


1 Corporate Social

Responsibility

Corporate social responsibility: Concept, The nature of

corporate responsibility & corporate citizenship, Relevance in

the present day business environment.

Corporate social responsibility & stakeholders: Internal &

external stakeholders, Responsibility to various stakeholder

groups, Interest & influence of various stakeholder groups,

Formulating & implementing a policy for corporate social

responsibility

Bottom of the pyramid opportunities: Issues & opportunities

for business in socially & environmentally sensitive world,

Social & environmental problems & how they shape markets.

2 Sustainable

Development

Sustainable Development: concept, definition of sustainable

development, need, importance, education, Philosophical

development, Gandhian Thought on Sustainable

Development, Sustainable Development & social framework,

equitable distribution, difference between sustainable

development & green development, criticism.

Stakeholder Impact: Stakeholders & the power they wield,

Reducing socio-environmental costs & risks: managing the

downside, Driving revenues & creating intangible value:

managing the upside.

3 Business Case for

Sustainable

Development

3.1 Business case for sustainable development: Three

dimensions of sustainable development

1) Environmental: Atmosphere, fresh water & oceans, land

use, management of human consumption, energy, food,



waste management, Understanding ecological "footprint":

Eco-tracking, carbon marketing, carbon credits, economics of

sustainability, Designing for the environment & "greening' the

supply chain, regulation, case studies.

2) Economic: environment degradation & economic growth,

nature as an economic externality, economic opportunity.

3) Social: Peace, security, social justice, sustainability &

poverty, human relationship to nature, human settlements.

3.2 Study of business models for sustainable development:

Indian & Global perspectives.

3.3 Sustainability reporting: Triple bottom line reports - The

content of sustainability reports (also CSR reports, ESG

reports, social & environmental reports)

3.4 Social accountability standard - ISO 26000: Social

responsibility guidance standard, Global Compact Principles,

Environmental Impact Assessment, Life Cycle Analysis, Social

Impact Assessment.

4 Corporate

Governance

4.1 Corporate Governance: Meaning – OECD principles,

Difference between governance & management, Purpose of

good governance, Potential consequences of poor corporate

governance, Business failure & the contribution of poor

governance

4.2 Relevant Theories: Agency theory, transaction cost

theory, stakeholder theory. Friedman‘s theory of CSR.

4.3 Stakeholder value approach: Stakeholder value approach,

Enlightened stakeholder approach, stakeholder approach to

Governance, risk & financial stability. The balancing of

conflicting objectives

4.4 Key issues in corporate governance: Role & composition

of the board, remuneration of directors & senior executives,

accounting & audit, internal controls, checks & governance,

relations with shareholders & other stakeholders. Clause 49

of Listing agreement & Corporate Governance Code, CEO,

CFO Certification. Role of regulators – SEBI, IRDA, RBI, ED, etc.



4.5 Applying best practice in governance: Voluntary &

regulatory approaches, rules or principles, concept of ‘comply

or explain’. Governance problems for global companies &

groups. Governance issues in the public sector. Governance

issues in

the voluntary sector (NGOs & charitable organizations)

4.6 Governance aspects: Sarbanes-Oxley Act 2002: Section

302: CEO/CFO certifications, Section 404(a): internal control

Report, Governance & role of auditors & audit committee.

4.7 Case Studies on Corporate Governance: Satyam, Infosys,

Tata, Wipro.

5 Corporate Ethics Corporate Ethics:

5.1 The Ethical Value System: Universalism, Utilitarianism,

Distributive Justice, Social Contracts, Individual Freedom of

Choice, Professional Code,

5.2 Values: Importance, Sources of Value Systems, Values

across Cultures

5.3 Indian Values & Ethics: Respect for Elders, Hierarchy &

Status, Need for Security, Non – Violence, Cooperation,

Simple Living high Thinking, Rights & Duties, Ethics in Work

life, Holistic relationship between Man & Nature, Attitudes &

Beliefs.

5.4 Business Ethics: Nature, Characteristics & Needs, Ethical

Practices in Management, Ethical Values in different Cultures,

Culture & Individual Ethics, Relationship between Law &

Ethics, Impact of Laws on Business Ethics.

5.5 Ethics & Corporate Excellence: Code of Ethics in Business

Houses, Strategies of Organizational Culture Building, Total

Quality, Customer Care, Care of the Employees as per

Statutes, Objective & Optimistic Approach.

5.6 Indian & Global case studies.



Topics | Managing for Sustainability [C] (MBAMM401)

Unit Sub Unit Topic

1 1.0 Corporate Social Responsibility (CSR)

1.1 Stakeholders in CSR

1.2 Bottom of the Pyramid Opportunities

2 2.0 Sustainable Development

2.1 Stockholder Impact

3 3.0 Business Case for Sustainable Development

3.1 Three Dimensions of Sustainability Development

3.2 Environmental Dimension

3.3 Ecological Footprint

3.4 Economic Dimensions

3.5 Social Dimension

3.6 Study of Business Model for Sustainability Development

3.7 Sustainability Reporting

3.8 Social Accountability Standard – ISO 26000

4 4.0 Corporate Governance

4.1 Corporate Governance

4.2 Relevant Theories of Corporate Governance

4.3 Stakeholder Value Approaches



4.4 Key Issues in Corporate Governance

4.5 The Clause 49 of the Listing Agreement & Corporate Governance Code

4.6 Roles of Regulators

4.7 Applying Best Practices in Governance

4.8 Governance Aspects

4.9 Case Studies on Corporate Governance

5 5.0 Corporate Ethics

5.1 The Ethical Value System

5.2 Values

5.3 Indian Values & Ethics

5.4 Business Ethics

5.5 Ethics & Corporate Excellence

5.6 Case Studies



Semester 4:

2. Entrepreneurship Development [C] (MBAMM402)


Unit

No.


1 Entrepreneur &

Entrepreneurship

Entrepreneur & Entrepreneurship:

1.1 Concept of Entrepreneur, Manager, Intrapreneur

1.1.1 Definition ,meaning & functions of an

entrepreneur

1.1.2 Concept of Manager

1.1.3 Roles & Responsibilities of Manager

1.1.4 Concept of Intrapreneur

1.2. Need & Importance of Entrepreneurship

1.3. Enterprise v/s Entrepreneurship

1.4. Self Employment v/s Entrepreneurship

1.5. Problem of Unemployment & Importance of wealth

creation

1.6. Entrepreneurial career as an option.

2 Business Opportunity

Identification &

Preliminary Project

Report (PPR)

Business opportunity Identification &

Preliminary Project Report(PPR):

2.1 Opportunity Search: Divergent Thinking Mode:

2.1.1 Meaning ,Objectives

2.1.2 Tools & Techniques:

Environmental scanning for business opportunity

Identification

2.2 Opportunity Selection: Convergent Thinking Mode:

2.2.1 Meaning ,Objectives

2.2.2 Tools & Techniques: Market Survey

2.3 Preliminary Project Report(PPR)



3 Business Plan Business Plan:

3.1 Meaning & ,Objectives of Business Plan

3.2 Elements of Business Plan

3.3 Business Planning Process - Self Audit, Evaluation of

Business Environment, Setting Objectives, Forecasting

Market Conditions, Stating actions & resources

required, Evaluating Proposed plan, Assessing

Alternative strategic plans, Controlling the plan through

Annual Budget.

4 Institutional Support to

New Venture

Institutional Support to New Venture (Students are

expected to study the assistance scheme of following

institutions)

4.1 District Industries Center(DIC)

4.2 Maharashtra Industrial Development

Corporation(MIDC)

4.3 Small Industries Service Sector(SISI)

4.4 Micro, Small & Medium Enterprise(MSME)

Financial Assistance for Small Enterprise: Institutional:

a) Bank Loan

b) Angel Funding

c) Venture Funding

d) Self Employment Schemes of Government of

Maharashtra

e) Government Financial Institutions: Khadi & Village

Industries

Board(KVIB),Rajiv Gandhi Udyami Mitra Yojana

(RUGMY)

f) Prime Minister Employment Generation Programmed

(PMEGP)

5 Study of Entrepreneur’s

Biographies

Rahul Bajaj

Kiran Muzumdar Shaw

Azim Premji

Sabeer Bhatia



Topics | Entrepreneurship Development [C] (MBAMM402)

Unit Sub Unit Topic

1 1.0 Entrepreneur & Entrepreneurship

1.1 Concept of Entrepreneur

1.2 Concept of Manager

1.3 Concept of Intrapreneur

1.4 Entrepreneurship

1.5 Enterprise v/s Entrepreneurship

1.6 Self Employment v/s Entrepreneurship

1.7 Problem of Unemployment

1.8 Wealth Creation

1.9 Entrepreneurship as a Career Option

2 2.0 Business Opportunity Identification & Preliminary Project Report (PPR)

2.1 Opportunity Search: Divergent Thinking Mode

2.2 Opportunity Selection: Convergent Thinking Mode

2.3 Preliminary Project Report (PPR)

3 3.0 Business Plan

3.1 Elements of Business Plan

3.2 Business Planning Process



4 4.0 Institutional Support to New Venture

4.1 District Industries Center ( DIC)

4.2 Maharashtra Industrial Development Corporation ( MIDC)

4.3 Small Industries Service Institute (SISI)

4.4 Micro, Small & Medium Enterprise (MSME)

4.5 Financial Assistance for Small Enterprise: Institutional

4.6 Self Employment Schemes of Government of Maharashtra

4.7 Government Financial Institutions

5 5.0 Study of Entrepreneur’s Biographies

5.1 Rahul Bajaj

5.2 Kiran Muzumdar Shaw

5.3 Azim Premji

5.4 Sabeer Bhatia



Semester 4:

3. Event Management [C] (MBAMM403)


Unit

No.


1 Introduction to

Event & Event

Management

1.1 Introduction & Definition of Event.

1.2 Event Designing, 5 C’s of Events.

1.3 5 W’s of Event. 1.4 Types of Events.

1.5 Categories of Event & its characteristics.

1.6 Objectives of Event Management.

1.7 Problems associated with traditional media.

2 Facets of Event

Management

1.1 Introduction & Definition of Event.

1.2 Event Designing, 5 C’s of Events.

1.3 5 W’s of Event. 1.4 Types of Events.

1.5 Categories of Event & its characteristics.

1.6 Objectives of Event Management.

1.7 Problems associated with traditional media.

3 Execution of Event 3.1 Networking Components: Print Media, Radio Television,

The Internet, Cable Network, Outdoor Media, Direct Media.

3.2 Types of promotion methods used in events: Sales

Promotions, Audience Interaction, Public Relations,

Merchandising, In-venue Publicity, Direct Marketing,

Advertising, Public relations.

3.3 Activities in Event Management: Pre-event Activities,

During event Activities, Post-event Activities.

3.4 Functions of Event Management: Planning, Organizing,

Staffing, Leading & Coordination, Controlling.

3.5 Event Management Information System

3.6 Technology in Event Management. - Role & Importance.



4 Marketing of Event 4.1 Concept of Market in Events

*Revenue Generating Customers.

*Nonrevenue Generating Customers.

4.2 Segmentation for Events, Niche marketing in events.

4.3 Targeting. 4.4 Positioning of Events.

4.5 Branding in Events.

4.6 Reach Interaction Matrix.

4.7 Concept of Pricing in Events.

4.8 Legislation & Tax Laws.

4.9 Marketing Communication Tool.

4.10 Implementation of Marketing Plan.

4.11 Relationship Building.

4.12 The Diverse Marketing Needs Addressed by Events:

Brand Building, Focusing the Target Market, Creating

Opportunities for Better Deals with Different Media, Events

& the Economy.

4.13 Concept of Ambush Marketing.

5 Strategies of Event

Management

5.1 Strategic Approach.

5.2 Critical Success Factor Analysis.

5.3 Strategic Alternatives Arising From Environmental

Analysis: Maintenance Strategy, Developmental Strategy,

Preemptive Strategy, Survival Strategy.

5.4 Strategic Alternatives Arising from Competitive

Analysis:

Sustenance Strategy, Rebuttal Strategy, Accomplishment

Strategy, Venture Strategy.

5.5 Strategic Alternatives Arising from Defined Objectives.

5.6 PREP Model.

5.7 Risk versus Return Matrix.

5.8 Forms of Revenue Generation.

5.9 The Basic Evaluation Process: Establishing Tangible

Objectives & Sensitivity in Evaluation, Measuring

Performance, Correcting deviations, Critical Evaluation

Points in Events.



Topics | Event Management [C] (MBAMM403)

Unit Sub Unit Topic

1 1.0 Introduction to Event & Event Management

1.1 Event

1.2 Event Management

2 2.0 Facets of Event Management

2.1 Event Infrastructure

2.2 Event Facets

2.3 Event Organizers

2.4 Event Organizers

3 3.0 Execution of Event

3.1 Networking Components

3.2 Event Promotion

3.3 Event Management

3.4 Event Management Information System

3.5 Technology in Event Management

4 4.0 Marketing of Event

4.1 Concept of Market in Events

4.2 Marketing Activities for Events

4.3 The Diverse Marketing Needs Addressed

4.4 Ambush Marketing



5 5.0 Strategies of Event Management

5.1 Strategy

5.2 Critical Success Factors (CSF’s)

5.3 Strategic Alternatives Arising From Environ- mental Analysis

5.4 Strategic Alternatives Arising from Competitive Analysis

5.5 Strategic Alternatives arising from Defined Objectives

5.6 PREP Model

5.7 Risk Versus Return Matrix

5.8 Forms of Revenue Generation

5.9 The Basic Evaluation Process



Semester 4:

4. Services Marketing [S] (MBAMM404)


Unit

No.


1 Introduction to

Services

Marketing

Introduction to Services marketing:

Definition, Significance, Characteristics of Services:

Intangibility, Inconsistency, Inseparability & Inventory.

Classification of Services.

Consumer Behavior in Services: Search, experience &

credence attributes, Pre & post experience evaluation, factors

influencing customer expectation of service, Moment of truth

Extended Marketing Mix for Services: Need for additional

three marketing mix elements in Services

Financial & economic impact of service

2 Traditional

Marketing Mix

Elements in

Services

Service Product: Customer perception, Customer satisfaction,

Tolerance zone, Service quality - Serval, GAP model & Critical

incident model, Concept of loyalty & creation of a loyalty

programmer, Service recovery, Impact of service failures

versus product failures, Nature of complaining behavior-

Complaint Resolution, Service Recovery Process.

Service Pricing: Costs of service delivery, Customer

Profitability Measurement, Revenue management

Techniques, Price Discrimination & Segmented Pricing.

Service Place: Delivering services through intermediaries &

Electronic channels.

Service Promotion: Integrated service marketing

communication, Visual merchandising, Referrals, Challenge of

Service communication.



3 Service Process Service design & standards – Process service blue print

Demand & capacity management, Quality function

deployment (QFD), Standardization (hard / soft measures),

Service delivery, self-service technologies.

4 People & Physical

Evidence

Employees’ Role in Service Delivery, Service Culture: Internal

Marketing, Service-Profit Chain, Emotional labor Customers’

role in service delivery, Customer as a co-producer Physical

Evidence: Experience Service scape elements (to include

architectural design), Virtual Service scape.

5 Applications of

Service Marketing

Marketing in Tourism, Hospitality, Airlines, Telecom, IT & ITES,

Sports & Entertainment, Logistics, Health care sectors

(Examples/Case studies on these applications are expected).



Topics | Services Marketing [S] (MBAMM404)

Unit Sub Unit Topic

1 1.0 Introduction to Services Marketing

1.1 Services Marketing

1.2 Consumer Behavior in Services

1.3 Extended Marketing Mix of Services

2 2.0 Traditional Marketing Mix Elements in Services

2.1 Service Product

2.2 Service Pricing

2.3 Service Place

2.4 Service Promotion

3 3.0 Service Process

3.1 New Service Development

3.2 Service Design & Standards (Process Service Blue Print)

3.3 Demand & Capacity Management

3.4 Quality Function Deployment

3.5 Standardization

4 4.0 People & Physical Evidence

4.1 People in Services Marketing

4.2 People in Services Marketing



5 5.0 Applications of Service Marketing

5.1 Services Marketing in Tourism

5.2 Services Marketing in Hospitality

5.3 Services Marketing in Hospitality

5.4 Services Marketing in Telecom

5.5 Services Marketing in IT & ITES

5.6 Services Marketing in IT & ITES

5.7 Services Marketing in Logistics

5.8 Services Marketing in Health Care Sector



Semester 4:

5. Sales & Distribution Management [S] (MBAMM405)


Unit

No.


1 Introduction to

Sales & Distribution

Management

1.1 Sales Management: Objectives, Nature & Scope, Sales

Environment, Sales Planning, Strategic role of sales

management.

1.2 Marketing Channels: Functions & Significance, Structure

- Vertical & Horizontal, Symbiotic, Role of marketing channels

in the dynamic market place, Designing the Market Channel

system, Channels for Consumer goods, Industrial goods, Inter

Dependency of Sales & Distribution.

1.3 Managing Marketing Channels: Channel Policies, Choice

of the channel, Organizational Pattern in the Channel,

Assessing Channel Performance, Causes for Channel Conflict

& Techniques to overcome conflict, Channel Information

System

2 Organizing the

Sales Force

2.1 Objectives & Structure of Sales Organization.

2.2 Organizing the Sales Force, Recruitment, selection &

training the sales force.

2.3 Field Sales Planning, Compensation & Evaluation of

Sales Force

3 Sales Planning &

Control

3.1 Sales Planning: Sales Forecasting & Budgeting, Sales

Quotas & Targets.

3.2 Sales Control: Reporting Formats for Primary &

Secondary Sales, Monthly Sales Plan, Territory Sales &

Coverage Plan, Daily Sales Call Report, Expired Goods &

Breakage Return Report, Fortnightly Sales Review Report,

Order Booking Report, Monthly & Quarterly Sales Report.



3.3 Sales Audit: Sales Force Productivity Indicators (Value &

Volume) – Territory Productivity, Per Person per Month

Productivity, Sales to Marketing Expenses Ratio.

3.4 Specialized Techniques in Selling: Tele / Mobile

Marketing, Online Marketing, E Commerce.

4 Marketing

Channels

4.1 Significance & role of channels, C&F Agents, Types of the

Wholesalers

4.2 Franchising: Significance & importance of Franchisee in

Channel Decision – Advantages of Franchisee –Process of

appointment of Franchisee - Franchiser Franchisee

relationship. Roil calculation at Dealer Level.

5 Retailing 5.1 Nature & Importance of Retailing , Types of Retailers,

Organized & unorganized Retailing Formats, Retail

Merchandising, Retail Decision Location & Size,

5.2 Retailer Promotion: Advertising, Sales Promotion & POP

Promotion, Shelf Management, Communicating with the

retailer customer, Economic cost of retailing, New Trends in

Retailing,

Role & Significance of Multi-level Marketing.



Topics | Sales & Distribution Management [S] (MBAMM405)

Unit Sub Unit Topic

1 1.0 Introduction to Sales & Distribution Management

1.1 Sales Management



2 2.0 Organizing the Sales Force

2.1 Sales Organization

2.2 Sales Force

2.3 Field Sales

3 3.0 Sales Planning & Control

3.1 Sales Planning

3.2 Sales Control

3.3 Sales Audit

3.4 Sales Audit

4 4.0 Marketing Channels

4.1 Wholesaler

4.2 Franchising

5 5.0 Retailing

5.1 Retailer Promotion



Semester 4:

6. Customer Relationship Management [S] (MBAMM406)


Unit

No.


1 Fundamentals of

CRM

1.1 Understanding Relationships: What is a relationship?

Relationship Quality, Why companies want relationships with

customers? Why companies do not want relationships with

customers? Why customers do not want relationships with

suppliers? Customer satisfaction - loyalty - business

performance linkage, Satisfaction profit chain, Relationship

management theories.

1.2 Introduction to CRM: Introduction, Strategic CRM,

Operational CRM, Analytical CRM, Collaborative CRM,

Misunderstandings about CRM, Defining CRM, CRM

constituencies, Commercial & not-for-profit context of CRM,

Models of CRM.

2 Managing the

Customer Life

Cycle

2.1 Customer Acquisition: What is new customer?

Understanding Customer Value, Sources of Customer Value,

Customization, Value from products - services - processes -

people - physical evidence - customer communication -

channels, Customer Value estimates, Prospecting, KPI of a

customer acquisition programmer, Making the right offer,

Operational CRM tools, Support from CRM Analytics.

2.2 Customer Retention & Development: What is customer

retention? Managing Customer Retention or Value Retention?

Economics of Customer Retention, Which Customers to retain?

Strategies of Customer Retention, Positive Customer Retention

Strategies, KPI for a Customer Retention programmer,

Strategies for Customer Development, Strategies for

terminating Customer Relationships.



3 CRM Mechanics 3.1 CRM Enablers:

Customer related database, Developing a Customer related

database, Database technology & hardware platform options,

Maintaining the database, Desirable Database Attributes, Data

Integration, Data Warehousing, Data Marts, Data Access &

Interrogation, Data Mining, Privacy Issues.

3.2 Customer Portfolio Management:

What is a portfolio? Who is the Customer? Basic disciplines for

CPM, Market Segmentation, Sales Forecasting, Activity Based

Costing, Lifetime Value Estimation, CPM in the B2B context,

Strategically Significant Customers, Seven Core Customer

Management Strategies.

3.3 Customer Relationship Management & Customer

Experience

Management:

What is meant by Customer Experience? Experiential

Marketing Strategies & Tactics, Customer Experience & the

role of CRM.

4 Managing

Networks for

CRM

What is a Network? Business Networks, Network Position,

Concept of Focal firm, Business Networks & CRM, SCOPE of

CRM, Supplier Networks, Distribution Networks, Management

of Networks, Supplier Relationships, Product Development,

Supplier Accreditation Programmed, Process Alignment, E

Procurement, Partners in Value Creation, Alliance between

non-competing firms, Alliance between competing firms,

Benchmarking Partners, Customer Advocacy groups, Sponsors,

Partners in Value Delivery.

5 Organizational

Issues & CRM

Organizational roles & CRM, Strategic goals of CRM,

Conventional customer management structures, Network &

virtual organizations, Person-to-person contacts, Key Account

Management, Team Selling, Employees & Internal Marketing,

Empowerment, Employee Relationship Management.



Topics | Customer Relationship Management [S] (MBAMM406)

Unit Sub Unit Topic

1 1.0 Fundamentals of CRM

1.1 Understanding Relationships

1.2 Introduction to CRM

2 2.0 Managing the Customer Life Cycle

2.1 Customer Life Cycle

2.2 Customer Acquisition

2.3 Customer Retention & Development

3 3.0 CRM Mechanics

3.1 CRM Enablers

3.2 Customer portfolio Management

3.3 Customer Relationship Management & Customer Experience Management

4 4.0 Managing Networks for CRM

4.1 Network

4.2 Focal Firm

4.3 Business Networks & CRM

4.4 Supplier Relationships

4.5 Electronic Procurement

4.6 Partners



5 5.0 Organizational Issues & CRM

5.1 Organizational Roles & CRM

5.2 Strategic Goals of CRM

5.3 Conventional Customer Management Structures

5.4 Network & Virtual Organizations

5.5 Person-to-Person Contacts

5.6 Key Account Management

5.7 Team Selling

5.8 Employees & Internal Marketing

5.9 Empowerment

5.10 Employee Relationship Management



Documents

Course Structure Syllabus for Master of Business ... · MBAMM401 Managing for Sustainability [C] Theory 6 MBAMM402 Entrepreneurship Development [C] Theory 6 ... Customer Delight,