SPECIALIZATION Marketing Specializations: ELECTIVE CODE ... · SPECIALIZATION Marketing Specializations: ELECTIVE CODE MARKETING – SPECIALISATION (A) Elective 1 112E60E21A Brand

SPECIALIZATION

Marketing Specializations:

ELECTIVE CODE MARKETING – SPECIALISATION (A)

Elective 1 112E60E21A Brand Management

Elective 2 112E60E22A Services Marketing

Elective 3 112E60E23A Advertising and Sales Promotion

Elective 4 112E60E24A Consumer Behaviour

Human Resource Specializations:

ELECTIVE CODE HUMAN RESOURCE – SPECIALISATION (B)

Elective 1 112E60E21B Managerial Behaviour and Effectiveness

Elective 2 112E60E22B Industrial Relations and Labour Laws

Elective 3 112E60E23B Organisational Development

Elective 4 112E60E24B Compensation Management

Finance Specializations:

ELECTIVE CODE FINANCE – SPECIALISATION (C)

Elective 1 112E60E21C Security Analysis and Portfolio Management

Elective 2 112E60E22C Project Appraisal Planning and Control

Elective 3 112E60E23C Management of Financial Services and Institutions

Elective 4 112E60E24C Taxation Management

Health Care Specializations:

ELECTIVE CODE HEALTHCARE – SPECIALIZATION (D)

Elective 1 112E60E21D Management of Hospital Services

Elective 2 112E60E22D Health Related Laws And Ethics

Elective 3 112E60E23D Marketing Of Health Care Services

Elective 4 112E60E24D Hospital Operations

Systems Specializations:

ELECTIVE CODE SYSTEMS– SPECIALIZATION (E)

Elective 1 112E60E21E Information Technology For Management

Elective 2 112E60E22E Enterprise Resource Planning

Elective 3 112E60E23E E Commerce and Technology Management

Elective 4 112E60E24E Decision Support System

International Business Specializations:

ELECTIVE CODE INTERNATIONAL BUSINESS –

SPECIALIZATION (F)

Elective 1 112E60E21F Global Business Ethics

Elective 2 112E60E22F Cross Cultural and Global Management

Elective 3 112E60E23F Foreign Trade Policy

Elective 4 112E60E24F Global Leadership And Skills Development

Operations Specializations:

ELECTIVE CODE OPERATIONS – SPECIALIZATION (G)

Elective 1 112E60E21G Computer Aided Manufacturing (CAM)

Elective 2 112E60E22G Logistics Management

Elective 3 112E60E23G Decision Support Systems

Elective 4 112E60E24G Supply Chain Management

Banking Specializations:

ELECTIVE CODE BANKING TECHNOLOGY – SPECIALIZATION

(H)

Elective 1 112E60E21H Mutual Fund Management

Elective 2 112E60E22H Mergers and Acquisitions

Elective 3 112E60E23H Banking Theory, Law and Practice

Elective 4 112E60E24H Bank Marketing

Tourism Specializations:

ELECTIVE CODE TOURISM – SPECIALIZATION (I)

Elective 1 112E60E21I Tourism Concepts & Principles

Elective 2 112E60E22I Travel Agency Management

Elective 3 112E60E23I Tourist Resources Of India

Elective 4 112E60E24I Event Management & Mice

MARKETING ELECTIVE – I

SUB CODE: 112E60E21A

BRAND MANAGEMENT

UNIT – I: Introduction to the Brand

Brand- definition & concept, brand image & imagery, Brand benefits and brand value

Brand Association

Brand personality & personification, brand identity, brand positioning

UNIT – II: Brand Building

Consumer products, consumer durables, services, Rural commodities, corporate brand

building, Retail branding

UNIT – III: Brand leveraging

Brand equity, brand extensions, brand repositioning, Brand Valuation

Brand Success

Strategic success, product success, brand association and creating a brand niche

UNIT – IV: Brand Strategies

Design & implementation of brand strategies

UNIT – V: Global Branding

Global brands, global brand planning system, global brand leadership, cross country

synergy

SUGGESTED READINGS:

1. “U.C.Mathur”, Brand Management Text & Cases, Macmillan, 2006.

2. “Keller Kevin Lane”, Strategic Brand Management-Building, Measuring and

Managing, Brand Equity, 2nd edition, PHI, 2007.

MARKETING ELECTIVE – II


SERVICES MARKETING

UNIT – I: Services Marketing

Introduction & evolution of services sector, characteristics of services, marketing

Implications, service classification, Services marketing mix, Concept of the service

product, core tangibles, augmented product, understanding supporting & facilitating

services, Developing the service product

UNIT – II: Consumer behaviour & services

Evaluation of consumer dissatisfaction, Service perception& their implications to

marketers, M.R. in Services Marketing

UNIT – III: Service process

Understanding the role of the fifth P, internal marketing, investing in people for,

strategic service advantage, Role & Structure of Service process, managing demand &

capacity, Understanding patterns of demand for services, Demand management

strategies

Service Quality

Issues & concept of service quality, Dimensions of service quality, managing service

quality

UNIT – IV: Segmentation & Service Strategies

Targeting & positioning of service, segmentation of markets for services, positioning

through value chain, positioning alternatives.

Services Strategies, critical Success Factors for developing effective service strategies

UNIT – V: Pricing

Understanding Cost component of price, Pricing techniques, & strategies, Price

bundling as a concept, Consumer expectation & pricing decision, Product – The

Service Package

Promotion- Key issues in services promotion

Word of mouth - public relations & image management promotion tools & campaign

planning, Integrated Services Marketing Communications

SUGGESTED READINGS:

1. “ Valevie.A.Zeithaml, Mary Jo Bitner, Ajay Pandit and Awarjne . D. Gremler”,

Services Marketing, TMH, 2008.

2. Hoffman, Marketing of services, Cengage Learning, 2007

3. “Govind Apte”, Service Marketing, Oxford Publisher, 2004.

4. “Steve Baron & Kim Harries, Service Marketing, 2nd edition, Palgrave, 2003.

5. Jha. S.M, “ Services marketing” HPH, 2007.

6. “Nimit Chouory and Monika”, Text book of Indian Experience, Macmillan,

2008.

7. “Rajendra NArgundkar”, Services Marketing Text & Cases, TMH, 2006.

8. “R.Srinivasan”, Services Marketing –The Indian Context, PHI, 2007.

9. “Helen Woodruffe”, Service Marketing, Macmillan, 2007.

10. “Payne”, Essence of Service Marketing, PHI, 008.

MARKETING ELECTIVE – III


ADVERTISING AND SALES PROMOTION

UNIT – I: Advertising – An Introduction

Origin and Development – Definition and Classification – Planning Framework –

Organizing Framework – the Advertiser and the Advertising Agency interface.

Strategic Advertising Decisions

Setting Advertising Objectives – The Budget Decision –Preparing the Product and

Media Brief.

UNIT – II: Copy Decisions

Visualization of Ad Layout – Elements of Ad Copy and Creation – Principles of verbal

versus visual thinkers, Styles and Stages in advertising copy creation – Copy (Pre-)

Testing methods and measurements.

UNIT – III: Media Decisions

Media Planning and Selection – Concepts of Reach, Frequency, Continuity, and

Selectivity – Measures of Media Cost Efficiency – Media (Readership / Viewership)

Research. The Internet as an Advertising Medium: Tracking Website visits, page

views, hits, and click-stream analysis, permission marketing and privacy, ethical

concerns.

UNIT – IV: Measuring Effectiveness

Measuring Advertising Effectiveness Control of Advertising by practitioners, media

and the market – Advertising in the International Market-place – Advertising and

Principles of Integrated Marketing Communication and Image Building.

UNIT – V: Sales Promotion

Rationale, Types – Consumer and Trade Promotions – Sales Promotion Strategies and

Practices, Cross Promotions, Surrogate Selling, Bait and Switch advertising issues.

BRAND EQUITY – Concepts and Criteria, Building, Measuring and Managing Brand

Equity, Linking Advertising and sales promotion to achieve ‘brand-standing’ –

Leveraging Brand Values for business and non-business contexts.

REFERENCES:

1. Shimp, Advertising and Promotion: An IMC Approach, Cengage Learning,

2007

2. O’ Guinn, Advertising and Integrated Brand Promotion, Cengage Learning,

2006

3. Williams. F. Arens”, Contemporary Advertising, TMH, 2006.

4. “Batra, Myers and Aaker”, Adwertising Management , 5th edition, PHI, 2007.

5. “Larry.D.Kelley and Donald.W.Jugenheimer”, Advertising Media Planning: A

Brand Management Approach, PHI, 2007.

6. “William Wells, John Burnett and Sandra Moriarty”, Advertising: Principles

and Practice, 6th edition, PHI, 2007.

7. Wright, Winter & Zeigler: ADVERTISING, Tata McGraw Hill.

MARKETING ELECTIVE – IV


CONSUMER BEHAVIOUR

UNIT – I: Consumer Behaviour – An Introduction

What is C B Why to study CB., Application of consumer behaviour principles to

strategic marketing. Role of Marketing in Consumer behaviour, Market Segmentation

and Consumer behaviour.

UNIT – II: Consumer as an Individual

Consumer needs and motivation, Personality and Consumer Bhaviour, Psychographics

Consumer Perception, attitudes, attitude formation and change, Learning.

UNIT – III: Consumer In A Social & Cultural Setting

Groupdynamics and consumer reference groups, Family, Social class and Consumer

behaviour, The influence of Culture Consumer behaviour. Sub – cultural and Cross

Cultural Consumer Analysis.

UNIT – IV: Consumer Decision Making Progress

Personal influence and the opinion leadership. Diffusion of innovation process,

Consumer Decision making process, Comprehensive models of consumer decision

making. New Product purchase and repeat purchase.

UNIT –V: Consumer Behaviour Applications

Consumer Behaviour applicable to Profit and Non Profit Service Organizations,

Societal Marketing Concept, Marketing Ethics, Consumer movement, Government

Policy and Consumer Protection, Indian Consumer and Marketing Opportunities in

India.

SUGGESTED READINGS:

1. Leon g. Schiffman & leslie lazar kannk: consumer behaviour, phi david loydon

(consumer behaviour: concepts & applications albert biutta) 4. Edn – mc graw

hill internation. Assael, Consumer Behaviour, Cengage Learning, 2007

2. Blackwell, Consumer Behaviour, Cengage Learning, 2007

3. Leon G. Schiffman, Leslie Lazar Kanuk, “Consumer Behaviour”, Pearson

Education, New Delhi, 2006.

4. David L.Loudon, Albert J Della Bitta, “Consumer Behaviour”, McGraw Hill,

New Delhi 2005.

5. Jay D. Lindquist and M.Joseph sirgy, “Shopper, buyer & consumer Behaviour,

Theory and Marketing application”, Biztantra Publication, New Delhi 2005.

6. Sheth Mittal, “Consumer Behaviour A Managerial Perspective”, Thomson Asia

(P) Ltd., Singapore, 2005.

7. K.K.Srivastava, “Consumer Behaviour in Indian Context”, Goal Gotia

Publishing Co, New Delhi 2004.

8. S.L. Gupta & Sumitra Pal, “Consumer Behaviour an Indian Perspective”, Sultan

Chand, New Delhi 2001.

9. Ms.Raju, Dominique Xavedel, “Consumer behaviour, Concepts Applications

and Cases”, Vikas publishing house (P) Ltd., New Delhi – 2004.

10. Henry Assael, Consumer behaviour strategic approach Biztantra, New Delhi,

2005.

HR ELECTIVE – I

SUB CODE: 112E60E21B

MANAGERIAL BEHAVIOUR AND EFFECTIVENESS

UNIT – I: Defining the Managerial Job

Descriptive Dimensions of Managerial Jobs – Methods – Model – Time Dimensions in

Managerial Jobs – Effective and Ineffective Job Behaviour – Functional and Level

Differences in Managerial Job Behaviour.

UNIT – II: Designing the Managerial Job

Identifying Managerial Talent – Selection and Recruitment – Managerial Skills

Development – Pay and Rewards – Managerial Motivation – Effective Management

Criteria – Performance Appraisal Measures – Balanced Scorecard – Feedback – Career

Management – Current Practices.

UNIT – III: The Concept of Managerial Effectiveness

Definition – The Person, Process, Product and Approaches – Bridging the Gap –

Measuring Managerial Effectiveness – Current Industrial and Government Practices in

the Management of Managerial Effectiveness – the Effective Manager as an Optimizer.

UNIT – IV: Environmental Issues in Managerial Effectiveness

Organizational Processes – Organizational Climate – Leader – Group Influences – Job

Challenge - Competition – Managerial Styles.

UNIT – V: Developing the Winning Edge

Organizational and Managerial Efforts – Self Development – Negotiation Skills –

Development of the Competitive Spirit – Knowledge Management – Fostering

Creativity and Innovation

REFERENCES:

1. Peter Drucker, Management, Harper Row, 2005.

2. Milkovich and Newman, Compensation, McGraw Hill International, 2005.

3. Blanchard and Thacker, Effective Training Systems, Strategies and Practices

Pearson 2006.

4. Dubrin, Leadership, Research Findings, Practices & Skills, Biztantra, 2008.

5. Joe Tidd , John Bessant, Keith Pavitt , Managing Innovation ,Wiley 3rd

edition,2006.

6. T.V.Rao,Appraising and Developing Managerial Performance, Excel

Books,2000.

7. R.M.Omkar, Personality Development and Career Management, S.Chand

1stedition, 2008.

8. Richard L.Daft, Leadership, Cengage, 1st Indian Reprint 2008.

HR ELECTIVE – II


INDUSTRIAL RELATIONS AND LABOUR LAWS

UNIT – I: Industrial Relations

History of IR, Understanding /Appreciating IR/Employee Relations, Approaches of IR

Theories of IR/Perspectives of IR, IR in globalised economy.

UNIT – II: Trade Unions

History of Trade Unions -Structure-Organisations – Problems, Trade Unions –Theories,

functions, methods, Trade Unions ACT 1926, Management of Trade Unions in India

UNIT – III: Collective Bargaining

The nature of CB, The Legal framework of CB, Negotiating Techniques & Skills

Workers Participation in Management - Evolutions, objectives of WPM, WPM in

India Comparative Study of WPM in Global content

UNIT – IV: Labour legislation

Introduction, Classification, Sources & development of labour legislation, Principles

of labour legislation, Factories Act 1948, Contract labour Act 1970, Industrial

Establishment (SO) Act 1946 Industrial disputes act 1947 - Problems of industrial

peace, Grievance & Disciplinary procedures, The minimum wages Act 1948, Payment

of Wages Act 1936, Payment of Bonus Act 1965

UNIT – V:

The Employee Provident Fund Act & Miscellaneous Act 1952

The Payment of Gratuity Act 1972

The Workmen Compensation Act 1923

The Maternity Benefit Act 1961

ESI Act 1948

The Role of Government in IR

National Commission on Industrial Relations Recommendations

HRM & IR

REFERENCES:

1. “C.S.Venkata Ratnam”, Industrial Relations , Oxford University Press, 2006.

2. “Mamorio,Mamoria,Gankar”,Dynamics of Industrial Relation, Himalaya

Publishing House, 2008.

3. “ Ratna Sen”,Industrial Relations in India, Macmillan, 2007.

4. “ Monal Arora”, Industrial Relations, Excel Books, 2007.

5. “ B.D.Singh,”Industrial Relations, Excel Books, 2005.

6. “ T.N.Chhabra and R.K.Suri”, Industrial Relations,Dhanpat Rai & co, 20005.

7. “S.C.Srivastava”, Industrial Relations & Labour Laws, Vikas Publishing Pvt.

Ltd.,2007

8. “R.S.Davar”, Personnal Management, Vikas,2007.

9. “Prof.M.V.Pylee”, Industrial Relations & Personnal Management, Vikas, 2007.

10. “ B.D.Singh”, Labour Laws for Managers, Excel Books, 2007.

HR ELECTIVE – III


ORGANISATIONAL DEVELOPMENT

UNIT – I: Organization and Its Environment

Meaning of Organization – Need for existence – Organizational Effectiveness –

Creation of Value – Measuring Organizational Effectiveness – External Resources

Approach, Internal Resources Approach – Systems Approach and Technical Approach

– HR Implications

UNIT – II: Organizational Design

Organizational Design – Determinants – Components – Types – Basic Challenges of

Design – Differentiation, Integration, Centralization, Decentralization, Standardization,

Mutual Adjustment – Mechanistic and Organic Structures – Technological and

Environmental Impacts on Design – Importance of Design – Success and Failures in

design – Implications for Managers.

UNIT – III: Organizational Culture

Understanding Culture – Strong and Weak Cultures – Types of Cultures – Importance

of Culture – Creating and Sustaining Culture – Culture and Strategy – Implications for

Practicing Managers

UNIT – IV: Organizational Change

Meaning – Forces for Change – Resistance to Change – Types and Forms of Change –

Evolutionary and Revolutionary Change – Change Process – Organization

Development – HR Functions and Strategic Change Management – Implications for

Practicing Managers.

UNIT – V: Organization Evolution and Sustenance

Organizational Life Cycle – Models of Transformation – Models of Organizational

Decision making – Organizational Learning – Innovation, Intrapreneurship and

Creativity – HR Implications.

TEXT BOOKS:

1. Gareth R.Jones, Organizational Theory, Design & Change, Pearson Education,

7th Edition 2009.

2. Richard L. Daft, Understanding the theory & Design of Organizations, Cengage

Learning Western, 7th Edition 2009.

REFERENCES:

1. Thomson G. Cummings and Christopher G. Worley, Organizational

development and Change, South Western Thompson, 2007

2. Robbins Organization Theory; Structure Design & Applications, Prentice Hall

of India, 2005.

3. Bhupen Srivastava, Organizational Design and Development: Concepts

application, Biztantra, 2007.

4. Adrian ThornHill, Phil Lewis, Mike Millmore and Mark Saunders, Managing

Change –A Human Resource Strategy Approach, Wiley, 2005

HR ELECTIVE – IV


COMPENSATION MANAGEMENT

UNIT - I:

Job Evaluation – Definition – Traditional and New Techniques – Performance

Appraisal – basic concepts – Performance Standard – Appraisal Methods

UNIT – II:

Compensation – Definition – Classification – Types – Incentives – Fringe Benefits

UNIT – III:

Theories of wages – wage structure – wage fixation – wage payment – salary

administration

UNIT – IV:

Rewards for Sales Personnel – pay – commission – pay and commission – performance

based pay system – incentives – Executives Compensation Plan and Packages

UNIT – V:

Wages Boards – Pay Commissions – Compensation Management in Multi-National

Organizations

REFERENCES:

1.Richard. I. Henderson: COMPENSATION MANAGEMENT IN A

KNOWLEDGE BASED WORLD – Prentice Hall

2.Richard Thorpe & Gill Homen: STRATEGIC REWARD SYSTEMS – Prentice

Hall.

3.Thomas P. Plannery, David. A. Hofrichter & Paul.E. Plattern: PEOPLE,

PERFORMANCE & PAY – Free Press.

4.Michael Armstrong & Helen Murlis: HAND BOOK OF REWARD

MANAGEMENT – Crust Publishing House.

5.Joseph. J. Martocchio: STRATEGIC COMPENSATION – A HUMAN

RESOURCE MANAGEMENT APPROACH – Prentice Hall.

6.Edward. E. Lawler III: REWARDING EXCELLENCE (Pay Strategies for the

New Economy) – Jossey – Bass.

FINANCE ELECTIVE – I

SUB CODE: 112E60E21C

SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT

UNIT – I: Introduction to Investment and Securities

Introduction to Securities – Types of Securities - Investment Process – Investment

Alternatives – Primary and Secondary Markets – Listing of Securities – Stock

Exchanges and its Functions – Stock Market indices – guidelines of SEBI- Risk Return:

Security Returns- Risk Measurements – Picturing Risk and Return.

UNIT – II: Fundamental and Technical Analysis

Fundamental Analysis: Economic Analysis – Industry Analysis- Company Analysis-

Financial Analysis- Technical Analysis: History of Technical Analysis – Technical

Tools – Dow theory - Trend Models- Market Indicators – Efficient Market Theory :

Basic Concepts – The Random Walk Theory .

UNIT – III: Valuation of Securities

Valuation of Bonds: Bond VS Debenture- Classification of Bonds – Time Value

Concept – Methods of Bond Return and Valuation- Bond Value Theorems –Convexity

–Immunisation – Valuation of Equity: Return on Equity – Various Model of Equity

Valuation.

UNIT – IV: Derivatives management

Derivatives management: Future and Option - Definitions and Comparisons – Types of

Options- Black- Scholes Option Pricing Model – Selection of Index for Futures –

Forwarded Contract – Hedging.

UNIT – 5: Portfolio Management

Portfolio Management: Definition – Selection of portfolio – Markowitz model – Sharp

Index Model –Capital Asset Pricing Theory and Arbitrage Pricing Model – Portfolio

Evaluation – Portfolio Revision.

REFERENCES:

1. “Donold.E.Fischer & Ronald.J.Jordan”, Security Analysis & Portfolio

Management, Prentice Hall of India, 2007.

2. “Dhanesh Kumar Khatri”, Investment Management and Security Analysis ,

Macmillan, 2007.

3. “S.Kevin”, Security Analysis and Portfolio Management, PHI, 2008.

4. “Prasanna Chandra”, Investment Analysis & Portfolio Management, 2nd

edition, TMH, 2007.

5. “Bhalla & Tuteja”, Investment Management, Sultan Chand & Sons

6. “Graw Hill Gitman”, fundamentals of Investing , Pearsons Publishing.

7. “Punithavathy Pandian”, Security Analysis and Portfolio Management, Vikas

Publication Pvt. Ltd., 2001.

FINANCE ELECTIVE – II


PROJECT APPRAISAL PLANNING AND CONTROL

UNIT – I:

Meaning and importance of Project

Types of project

Project life cycle

Project planning &implementation

UNIT – II:

Project analysis

Market Analysis

Technical Analysis

UNIT – III:

Project financing

Financial Projections

Risk Analysis

Hurdle Rates

Appraisal Criteria.

UNIT – IV: Options and Flexibility

Project Management

UNIT – V: Network Techniques

Project Review.

REFERENCES:

1. “Prasanna Chandra”, Projects-Planning Analysis, Selection, Financing,

iplementation and Review, 6th edition, 2006.

2. “H.R.Machiraju”, Introduction to Project Finance, Vikas Publications, 2005.

3. “Bhavesh.M.Patel”, Project Management, Vikas Publication, 2007.

4. “Samnel.J.Montel, Jack.R.Meredith and Scott.M.Shafer Margaret .M.sutton

with M.R.Gopalan”, Project Management,1st edition, Wiley India, 2006.

5. “Narendra Singh”, Problems & solutions in Project Management and Control,

3rd

edition,“Himalaya Publishing House, 2007.

6. “Prasanna Chandra”, Project Management, TMH,2007.

7. “Clifford.F.Gray, Erik.W.Larson”, Project Management the Managerial

Process, 3rd edition, McGrawHill, 2007.

FINANCE ELECTIVE - III


MANAGEMENT OF FINANCIAL SERVICES AND INSTITUTIONS

UNIT – I: Non-Banking Financial Companies

Meaning – Features- Role of NBFC in India-LEASING AND HIRE PURCHASING-

Legal Aspects of Hiring and Leasing-Types of Leasing.-Rights of Hirer and Hire –

Purchase - Accounting Treatment of Leases - Lease Vs. Hire Purchasing

UNIT – II: Merchant Banking & Mutual Funds

Nature and Functions of Merchant Banking - Regulation of Merchant Banking - Present

State of Merchant Banking in India.- Types of Mutual Funds - Mutual Funds in India-

Developing, Launching and - Marketing of Schemes - Computation and Relevance of

NAV - Offshore Mutual Funds and Money Market Mutual Funds - Regulation of

Mutual Funds - Techniques of Investment Analysis.

UNIT – III: Factoring & Venture Capital

Issues of Factoring Services - International Factoring - Venture capital - Angel

financing - Ethical Considerations in Financial Services

UNIT – IV: Financial Institutions

Role of financial Institution in financial markets - Development Banking Institutions -

IDBI, IFCI, ICICI, IRBI,NABARD, SIDBI, and EXIM Bank - Objectives, operations,

schemes of financing

UNIT – V: Credit Rating

Credit Rating system – Growth factors CRISIL Ratings for short term instruments

Credit rating process

REFERENCES:

1. “L.M.bhole”, Financial Institutions and Markets, 4th edition, TMH, 2008.

2. “M.Y.Khan”, financial services, The Mc Grow Hill Companies, 4th edition,

2007.

3. “Dr.S.Gurusamy”, Financial Services and System, Thomson, 2004.

4. “Madura”, Financial Institutions and Markets, Thomson, 7th edition, 2007.

5. “N.K.Gupta and Monika Chopra”, Financial Markets Institutions & Services,

Ane Books India, 2008.

6. “Meera Sharma”, Management of Financial Institutions, PHI, 2008.

7. “Avadhani .A”, Marketing of Financial services and Markets, Himalaya

Publishing

FINANCE ELECTIVE – IV


TAXATION MANAGEMENT

UNIT – I: Introduction

Direct Taxes, Indirect Taxes: Concept and Examples – Revenue Sharing between

Centre and States – Finance Commissions: Role and Functions – Budgets – Tax

Evasion and Tax voidance.

UNIT – II: Income Tax

Income Tax Law: Definitions – Concept of Income – Previous Year, Assessment Year

–Residential Status – Heads of Income – Income from Business – Capital Gains –

Carry Forward and Set-off of Losses – Exemptions and deductions – Assessment –

Advance Tax – Tax Deduction at Source.

UNIT – III: Corporate Taxes

Corporate Taxes – Service Tax, VAT – Chargeability – Tax Management

UNIT – IV: Central Excise Law

Central Excise Law: Chargeability – Scope and Basis of Duty – Classification and

Valuation of Goods – Out Payment – Clearance of Goods.

UNIT – V: Customs Law

Customs Law: Levy – Exemptions – Collection of Customs – Customs Clearance of

Import and Export Cargo.

TEXT BOOKS:

1. V.K.Singhania , Direct Taxes Law and Practice, Taxmann Allied Services

Pvt.Ltd – Latest Edition.

2. Datey V.S., Indirect Taxes– Taxmann Allied services Pvt. Ltd., 2008.

REFERENCE:

1. B B Lal, Direct Taxes, Pearson Publication, Latest edition. (Based on every year

Financial Bill)

HEALTH CARE ELECTIVE - I

SUB CODE: 112E60E21D

MANAGEMENT OF HOSPITAL SERVICES

UNIT – I: Introduction Functional areas in hospital services management – Difference types of hospital

services – Human capital in hospitals- Specific characteristics of hospital services-

Principles of hospital planning and execution-Government – Private – Corporate and

public hospital systems in India.

UNIT – II: Managing Front Office Front office –Administration of outpatient and inpatient –Emergency services in

hospital-Communication system – Admission and discharge procedures.

UNIT – III: Records Management Significance of record keeping- Types of medical records – Management – Medical

statistics – Materials records –Creation and management of patient records and

personnel records – Discharge records – Legal and other operational records-

Automated hospital services management solution.

UNIT – IV: Laboratory Services and House Keeping Need for managing laboratories- Classification, functions and management of

laboratories – Accreditation of laboratory procedure and process – Case studies.

Sanitation of hospital environment- Basic and special cleaning –Odour control Waste

disposal –Safety – Pest control- Interior decoration – outsourcing hospital house

keeping services.

UNIT – V: Pharmacy and Intensive Care Location, layout and functions duties of Chief pharmacist – Equipment and facilities –

Pricing –Drug information centre. Types of ICU – Functions and Objective – Daily

Scheduling –Safety issues and other problems – Major responsibilities of nursing

service – Relationship with non- nursing personnel.

REFERENCES:

1. Goel, S.L and Kumar 2004. Hospital supportive services Deep and Deep

Publications, New Delhi.

2. NHS Guide to good Practices in Hospital Administration National Health

Services, ondon.

3. Syed Amin Tabish Hospital and Health Services Administration Jaypee Brothers

Medical Publishers, New Delhi.

4. G.D.Kunders Designing for Total Quality in Healthcare Prism Books Pvt.Ltd,

Bangalore.

HEALTH CARE ELECTIVE - II


HEALTH RELATED LAWS AND ETHICS

UNIT – I:

Laws relating to Hospital formation: Promotion-Forming society-The Companies Act-

Law of Partnership-A Sample Constitution for the Hospital-The Tamil Nadu Clinics

Act.

UNIT – II:

Laws relating Purchases and funding: Law of contracts-Law of Insurance-Export

Import Policy-FEMA-Exemption of Income Tax for Donations-Tax Obligations: Filing

Returns and Deductionsat Source.

UNIT – III:

Laws pertaining to Health: Central Births and Deaths Registration Act, 1969- Recent

amendments – Medical Termination of Pregnancy Act, 1971 – Infant Milk Substitutes,

Feeding Bottles and Infant Food Act, 1992.

UNIT – IV:

Laws pertaining to Hospitals: Transplantation of Human Organs Act, 1994 – Pre-natal

Diagnostic Techniques (Regulation and Prevention of Misuse) Act, 1994 – Medical

Negligence – Medico Legal Case – Dying Declaration-MCI act on medical education.

The Biomedical Waste (Management and Handling) Rules-Radiation Safety System.

UNIT – V:

Laws pertaining to Manufacture and sale of Drugs: Drugs and Cosmetics Acts, 1940 –

Pharmacy Act, 1948 – Drugs and Magic Remedies (Objectionable Advertisement) Act,

1954 – Poison Act, 1919 – Legislation for Tobacco control.

REFERENCE BOOKS:

1. The Law of Health Care Administrations – Stuart Showalter

2. Dynamics of Industrial Relations – C.B.Memoria

3. Industrial laws – N.D.Kapoor

HEALTH CARE ELECTIVE - III


MARKETING OF HEALTH CARE SERVICES

UNIT – I:

Service marketing concepts: Marketing mix -4Ps in marketing.-Market segmentation-

Distinctive nature of services marketing--Characteristics of services- Services

marketing mix -3Ps of service marketing-People- Physical evidence: -Process-Service

quality –Service quality dimensions.

UNIT – II:

Market Promotion: Importance of market Research - Definition and need for internal

marketing-Word of mouth communication (w.o.m)-Customer Relationship

Management (CRM)-Definition-Factors affecting the customer Relations-Different

relationship markets-CRM strategy-customer loyalty ladder-Customer life cycle-

Barriers for effective CRM

UNIT – III:

Pricing of Health services: Definition of price-cost-value-Factors to be considered for

pricing of services - Pricing Objectives- profit oriented -Market skimming -.Market

penetration –Operations and Patronage oriented objectives -Pricing Strategies - Cost

based pricing-Competition based pricing -Demand based pricing--Price discounting-

Odd pricing-Place differentiates-Quantity differentiates-Penetration pricing- Value

pricing-Complementary pricing-Price bundling-Market Segmentation and pricing.

UNIT – IV:

Health Insurance: Illness and Accident insurance – New insurance products-concept of

Social Security -Role of TPAs - Managed Health care –Co pay system- Referral

System-Accreditation –NABH –JCI - Accreditation- Quality council of India - Medical

Tourism- Business opportunities - Challenges – Quality Assurance in Health care.

UNIT – V:

Positioning the market offering: Developing a positioning strategy – promotional

method in service sector – medical camp, conferences, internet medicine, public

interest programmes, referral doctor system, advertising media – press, radio,

television, films, hoardings, etc – media relations.-Branding

REFERENCE BOOKS

1. Text Book of Marketing services -The Individual Experience – Mr. Nimit

Chowdhary and Mrs. Monika Chowdhary

2. Branding Concepts and Process - Mr. Debashis Pati

3. Marketing Management, Philip Kotler – Prentice Hall

4. Services Marketing – S.M.Jha – Himalaya Publishing House

HEALTH CARE ELECTIVE – IV


HOSPITAL OPERATIONS

UNIT – I:

Nursing Care and Ward Management – Meaning – Importance – Duties and

Responsibilities – Documentation and records – Universal Precautions for infection

Control

UNIT – II:

Emergency Services: Role and Functions – Ambulance Service – Golden Hour – Triage

Meaning – Importance – Code Blue.

UNIT – III:

Intensive care services – Types of ICU – Equipment and Facilities – Infection

Prevention.

Operation Theatre – Types of Manpower and Equipment required – Zoning of OT –

Scheduling of Operations and OT Utilization – Managing Bio Medical Waste in OT.

UNIT – IV:

Diagnostic services – Types of Laboratories and Tests – Laboratory equipment –

Quality Assurance – Safety in the Laboratory – Blood Bank Management

UNIT – V:

Radio Imaging and Therapy Service – Planning of the facility – over view of various

modern imaging Equipment and technologies – Radiation Hazards – Protection – Rules

and Regulation – Concept of Digital Imaging.

REFERENCE BOOKS:

1. Hospital Facilities Planning - S.D.Kunders

2. Management Process in Health Care - S.Srinivasan

SYSTEMS ELECTIVE - I

SUB CODE: 112E60E21E

INFORMATION TECHNOLOGY FOR MANAGEMENT

UNIT – I: IT in the Organization

Organizations, Environment and Information Technology – The New World of

Business – IT Developments and Trends – Information Technologies – Classification

of Information System – Transactional and Functional Processing – Operational,

Managerial and Strategic Systems –Information Infrastructure and Architecture –

Managing Information Sources – Strategic Information System – Business Process

Reengineering and IT.

UNIT – II: Networks and IT

Network Computing: Discovery, Communication and Collaboration – Groupware

Technology and Infrastructure – Electronic Commerce – B2C, B2B Applications –

Impacts of IT on Organizations, Individuals and Society.

UNIT – III: IT Applications

Transaction Processing – Innovative Functional Systems – Supply Chain Integrations –

Supporting Management and Decision Makings.

UNIT – IV: Data Knowledge Management

Data Knowledge Management – Data Ware Housing, Mining and Data Visualization

Technologies only – Intelligent Support System – AI, Expert System Voice to Neural

Computing – Fuzzy Logic – Intelligent Agents – Virtual Reality.

UNIT – V: Managing IT

Planning for Information Technology and System – Information Technology

Economics (Economic and Financial Trends – Benefits, Cost and Performance –

Intangible Benefits) – System Development – Managing Information Resources,

Control and Security

TEXT BOOK:

1. Turban ,McLean and Wetherbe “ Information Technology For Management”,

Second Edition, John Wiley & Sons, (Asia) Pvt. Ltd. Singapore, 2001.

REFERENCE BOOK:

1. Garroll W. Frenzel Johne. Frenzel, Management of Information Technology,

Thomson Course Technology, Boston, 2004.

2. Effy Oz, Management Information Systems, 1st Edition, Cengage Learning,

2008.

3. Henry C. Lucas. Jr, Information Technology – Strategic Decision Making for

Managers, John Wiley & Sons (Asia) Pvt. Ltd., Singapore, 2005.

4. Efraim Turban, R. Kelly Rainer Jr, Richard E. Potter, Introduction to

Information Technology, John Wiley & Sons, (Asia) Pvt. Ltd. Singapore, 2004.

SYSTEMS ELECTIVE - II


ENTERPRISE RESOURCE PLANNING


Overview of Enterprise Systems – Evolution – Risks and Benefits – Fundamental

Technology – Issues to be consider in Planning Design and Implementation of Cross

Functional Integrated ERP Systems – Case Studies.

UNIT – II: ERP Solutions and Functional Modules

Overview of ERP Software Solutions – Small Medium and Large Enterprise Vendor

Solutions, BPR, Business Engineering and Best Business Practices – Business Process

Management. Overview of ERP Modules – Sales and Marketing, Accounting and

Finance, Materials and Production Management etc. – Case Studies

UNIT – III: ERP Implementation

Planning Evaluation and selection of ERP Systems – Implementation Life Cycle – ERP

implementation, Methodology and Frame Work – Training – Data Migration. People

Organization in Implementation – Consultants, Vendors and Employees – Case Studies.

UNIT – IV: Post Implementation

Maintenance of ERP – Organizational and Industrial Impact; Success and Failure

factors of and ERP Implementation – Case Studies.

UNIT – V: Emerging Trends on ERP

Extended ERP Systems and ERP bolt on – CRM, SCM, Business Analytics etc –

Future Trends in ERP Systems – Web Enabled, Wireless Technologies so on – Case

Studies.

TEXT BOOK:

1. Alexis Leon, ERP demystified, second Edition Tata McGraw–Hill, 2006.

REFERENCES:

1. Jagan Nathan Vaman, ERP in Practice, Tata McGraw–Hill, 2008

2. Mahadeo Jaiswal and Ganesh Vanapalli, ERP Macmillan India, 2006.

3. Vinod Kumar Grag and N.K. Venkitakrishnan, ERP – Concepts and Practice,

Prentice Hall of India, 2006.

4. Mary Sumner, Enterprise Resource Planning, 4th Edition, Pearson Education,

2008.

SYSTEMS ELECTIVE - III


E-COMMERCE AND TECHNOLOGY MANAGEMENT

UNIT – I: Introduction to E-COMMERCE

Electronic Commerce and Physical Commerce – Economic Forces – Advantages –

Myths – Business Models

UNIT – II: Technology Infrastructure

Internet and World Wide Web, Internet Protocols – FTP, Intranet and Extranet –

Cryptography, Information Publishing Technology – Basics of Web Server Hardware

and Software

UNIT – III: Business Applications

Consumer Oriented Ecommerce – Retailing and Models – Marketing on Web –

Advertising, e-mail Marketing, e-CRM; Business Oriented e-commerce – e-

Government, EDI on the Internet, SCM; Web Auctions, Virtual Communities and Web

Portals

UNIT – IV: E-COMMERCE Payments and Security

E payments – Characteristics of payment of systems, protocols, E-cash, E-cheque and

Micro payment systems – Trust issues and security assurance – verisign

UNIT – V: Legal and Privacy Issues in E– COMMERCE

Legal, Ethics and Privacy Issues – Protection Needs and Methodology – Consumer

Protection, Cyber Laws, Contracts and Warranties - Taxation and Encryption Policies

TEXT BOOKS:

1. Hentry Chan & el, E–Commerce, fundamentals and Applications, Wiley India

Pvt. Ltd, 2007.

2. Gary P. Schneider, Electronic commerce, 4th Edition Thomson course

technology, 2007

REFERENCES:

1. Bharat Bhasker, Electronic Commerce – Frame Work Technologies and

Applications, 3rd Edition. Tata McGraw Hill Publications, 2008.

2. Kamlesh K.Bajaj and Debjani Nag, Ecommerce– the cutting edge of Business,

Tata McGraw Hill Publications, 2008

3. Efraim Turban et al, Electronic Commerce – A managerial perspective, Pearson

Education Asia, 2006.

4. Kalakota et al, Frontiers of Electronic Commerce, Addison Wesley, 2004

SYSTEMS ELECTIVE – IV


DECISION SUPPORT SYSTEM

UNIT – I: Decision Support Systems

Decision Concept – steps – Decision Support System – Components – Characteristics –

Classification & Application.

UNIT – II: Model Management

Models – Modeling Process – Types of Models – Optimization – Simulation –

Heuristic – Descriptive – Predictive – Model base – Modeling Languages – Model

Directory – Model Base Management System – Model Execution, Integration and

Command Processing – Model Packages.

UNIT – III: Data Management Systems

Database – Sources of Data – Data Directory – Data Structure and Database Languages

– Query Facility – Data Management System – DBMS as DSS Development Tool

UNIT – IV: Dialog Management

User Interface – Graphics – Multimedia – Visual Interactive Modeling – Natural

Language Processing – Speech Recognition and understanding – Issues in User

Interface.

UNIT – V: Development of Decision Support System

Development Process – Software and Hardware and Data Acquisition – Model

Acquisition – Dialog Development – Integration – Testing and Validation – Training

and Implementation – Implementation of DSS through a mini Project.

TEXT BOOK:

1. Marakas, ‘Decision Support System’, Prentice Hall International Paper back

Edition, Delhi, 1998.

REFERENCES:

1. Efraim turban and Jay E Aronson, ‘Decision Support Systems and Intelligent

Systems’, Prentice Hall International, 1998.

2. Janakiraman V.S. and Sarukesi. K. ‘Decision Support Systems’, Prentice Hall

of India, 1999.

3. Lofti, ‘Decision Support System and Management’, McGraw Hill Inc.,

International Edition, New Delhi, 1996

INTERNATIONAL BUSINESS ELECTIVE - I

SUB CODE: 112E60E21F

GLOBAL BUSINESS ETHICS

UNIT1

Introduction to Business Ethics: The nature, purpose of ethics and morals for

organizational interests; Ethics and Conflicts of Interests; Ethical and Social

Implications of business policies and decisions; Corporate Social Responsibility;

Ethical issues in Corporate Governance.

UNIT 2

Ethics in Marketing and Consumer Protection – Healthy competition and protecting

consumer’s interest, cultural impact on cultural diversification.

UNIT 3

Ethics in Workplace – Individual in the organization, discrimination, harassment,

gender equality, RACE preferences in recruitment process.

UNIT 4

Environment Issues: Protecting the Natural Environment - Prevention of Pollution and

Depletion of Natural Resources; Conservation of Natural Resources.

UNIT 5

Ethics in Accounting and Finance – Importance, taxation issues and common

problems.

References:

1. Ethics, Law, and Business by William A. Wines

2. Abratt, D Sacks - Journal of Business Ethics, 1988 – Springer.

3. W. Michael Hoffman, Judith Brown Kamm, Robert E. Frederick, Edward S. Petry

From the Tenth National Conference on Business EthicsSponsored by the Center for

Business Ethics at Bentley College.

4. Environmental economics-M.Karpagam.

INTERNATIONAL BUSINESS ELECTIVE - II


CROSS CULTURAL AND GLOBAL MANAGEMENT

UNIT 1 International Organization

Approaches to the study of comparative employment policy, Convergence theory, The

cultural approach, The institutionalist perspective.

UNIT 2 International HRM Models

Poole’s adaptation of the Harvard model, The Brewster and Bournois model of

International HRM, International HRM, Problems of International Research

Internationalization of HR Activities

Types of International Business, inter country Differences affecting HRM, causes for

International assignments failure, International Staffing Policy, Selecting International

Managers, Adaptability & Screening, Managing Knowledge Workers

UNIT 3 Understanding Culture

Organisation culture & National culture, Cross – culture Theories, Cross – Culture

Business Communication & Behaviour, Culture & Organisational Performance

UNIT 4

Training &Maintaining International Compensation

Training for Expatriate Managers, National Differences in Compensation, Factors

Influencing International Compensation, Components of Remuneration Package.

Performance appraisal of International Manager

Expatriate Performance Management, Repatriation, International Labour relations,

Problems and solutions.

UNIT 5

Human Resource Management in Europe & USA

The European community and origin &development, Controversy-Euroscelerosis or

social dumping, Recent History and contemporary development in post Communist,

Eastern European Management & Labour relations, Human resource Management and

USA, Roots of American HRM & its wider impact of HRM

Human Resource Management and Japan

Some innovative Japanese Management techniques such as just in time theory, quality

circles and Kaizen, Influence of Japanese Management Practices on Western

Employment practices

References

1. “S.Shajahan”, International Business, Macmillan,2007

2. “Charles.W.L.Hill and Arun Kumar Jain”, International Business, 5th edition, TMH,

2006.

3. “Gary.P.Ferraro”, The Cultural Dimension of International Business, Pearson

Education, 5th edition, 2007.

4. “K.Aswathappa”, International Business, TMH, 2007

INTERNATIONAL BUSINESS ELECTIVE - III


FOREIGN TRADE POLICY

UNIT I

International Trade: Theories of foreign trade – absolute and comparative

advantage theories; Modern theory of trade – Hecksher Ohlin theory; Terms of trade;

Theory of International trade in services; Balance of payments and adjustment

mechanism.

UNIT II

Commercial Policy Instruments: Tariffs, quotas, anti dumping/countervailing

duties; Technical standards; Exchange controls and other non-tariff measures.

UNIT III

India’s Foreign Trade and Policy: Direction and composition of India’s foreign

trade; Export – Import policy; Export promotion and institutional set-up; Deemed

exports; Rupee convertibility; Indian Joint ventures abroad; Project and consultancy

exports.

UNIT IV

Instruments of Export Promotion: Export assistance and promotion measures;

EPCG scheme; Import facilities; Duty exemption schemes; Duty drawback; Tax

concessions; Marketing assistance; Role of export houses, trading houses and state

trading organizations; EPZs and SEZs.

UNIT V

Foreign Investment Policy: Policy and frame work for FDI in India; Policy on

foreign collaboration and counter trade arrangements; Indian joint ventures abroad;

Project and consultancy exports.

REFERENCES

1. Gupta, R.K.: Anti-dumping and Countervailing Measures, Sage Publications,

New Delhi.

2. Nabhi’s Exporter’s Manual and Documentation, Nabhi Publication, New Delhi.

3. Soderstenm B.O: International Economics, McMillan, London.

4. Varsheny R.L. and B. Bhattacharya: International Marketing Management,

Sultan Chand & Sons, New Delhi

5. Verma, M.L: International Trade, Commonwealth Publishers, Delhi.

INTERNATIONAL BUSINESS ELECTIVE - IV


GLOBAL LEADERSHIP AND SKILLS DEVELOPMENT

UNIT – I

Contextual base for Globalization of World Business Organization – Integration of

World Economy – Development orientation of World Countries – Business Leaders

and their domestic operations- Changing dynamics of business and emergence of global

leadership

UNIT – II Global Business Strategies and Competition – Knowledge of World Economy and

Business trends - Development of Global Operations – Leadership implication in

strategic approach of businesses

UNIT – III

Leadership studies and current trends in the development of global leader – Michigan

University Contribution for Leadership Development

UNIT – IV

Demand and Supply of Global leaders in South Asian Countries – On going trends in

development of global leader in business schools – Organizational Efforts in creating

global awareness for development of their managerial personnel as global leaders

UNIT – V

Training and Development Agencies and Institution for Global Leadership

Development – Traits and Attributes required to be a global leader

Current and Back Issues of:

1. Academy of Human Resource Development

2. Academy of Management Journal

3. Leadership Studies of Michigan University

OPERATIONS ELECTIVE - I

SUB CODE: 112E60E21G

COMPUTER AIDED MANUFACTURING (CAM)

UNIT - I: Introduction

Computer Integrated Manufacturing (CIM) – Definition, Concept, Evolution and

Benefits.

Types of Manufacturing Systems and Sub–systems. Automated Systems – Elements,

Functions and Levels.

UNIT - II: Computers And Communication In CIM

Hardware, Software and Security Requirements for Implementing CIM Systems.

Communication Systems for CIMS – Communications Matrix, Network Architectures

and Techniques. Overview of Creating and Maintaining a Manufacturing Systems

Database.

UNIT - III: Design and Production

Fundamentals of Design for Manufacturing (DFM), Computer Aided Design (CAD),

3D Modeling Packages, Finite Element Analysis Packages and Transportability. NC,

CNC and DNC Machines. Introduction to Part – Programming - Tool Management -

Data Logging and Acquisition - Automated Data Collection.

UNIT - IV: Manufacturing Systems

Manufacturing Systems – Components, Classifications and Functions. Flexible

Manufacturing Systems (FMS) – Components, Applications and Benefits, Planning and

Implementation issues in FMS. Group Technology – Part-Families, Classification and

Coding.

UNIT - V: Current Trends

Concurrent Engineering. Role of Expert Systems in CIMS. Robotics – Overview,

Types in CIMS. Automated Guided Vehicles – Types and Technology, Control.

Overview of Automated Assembly Systems – Lean Production – Agile Manufacturing.

TEXT BOOK:

1. Vajpayee Kant. S, Principles of Computer Integrated Manufacturing, Prentice

Hall

India, Second Indian Reprint, 2005.

REFERENCES:

1. Mikell P.Groover, Automation, “Production Systems and Computer

Integrated Manufacturing” PHI, 2001.

2. Ronald G.Askin, “Modeling and Analysis of manufacturing” John Wiley &

Sons, 1993.

OPERATIONS ELECTIVE - II


LOGISTICS MANAGEMENT

UNIT - I: Introduction to Logistics and Competitive Strategy

Definition and Scope of Logistics – Functions and Objectives – Customer Value Chain

– Service Phases and Attributes – Value Added Logistics Services – Role of Logistics

in Competitive Strategy.

UNIT - II: Warehousing and Materials Handling

Warehousing Functions – Types – Site Selection – Decision Model – Layout Design –

Costing – Virtual Warehouse.

Material Handling equipment and Systems – Role of Material Handling in Logistics.

Material Storage Systems – Principles – Benefits – Methods. Automated Material

Handling.

UNIT - III: Performance Measurement and Costs

Performance Measurement – Need, System, Levels and Dimensions. Internal and

External Performance Measurement. Logistics Audit.

Total Logistics Cost – Concept, Accounting Methods. Cost – Identification, Time

Frame and Formatting.

UNIT - IV: Transportation and Packaging

Transportation System – Evolution, Infrastructure and Networks. Freight Management

– Route Planning – Containerization. Modal Characteristics, Inter–Modal Operators

and Transport Economies.

Packaging– Design considerations, Material and Cost. Packaging as Unitization –

Consumer and Industrial Packaging.


Logistics Information Systems – Need, Characteristics and Design. E-Logistics –

Structure and Operation. Logistics Resource Management. Automatic Identification

Technologies.

Warehouse Simulation. Reverse Logistics – Scope, Design and as a Competitive Tool.

Global Logistics – Operational and Strategic Issues. Strategic Logistics Planning.

TEXT BOOK:

1. Douglas M Lambert et al, Fundamentals of Logistic Management, McGraw

Hill, 1997.

REFERENCES:

1. Sople Vinod V, Logistics Management – The Supply Chain Imperative,

Pearson Education, Indian Reprint 2004.

2. Ronald H Ballou, Business Logistic Management, PHI, 2005.

3. Benjamin S Blanchand, Logistic Engineering and Management, Pearson

Education, 2009.

4. Bloomberg David J et al., Logistics, Prentice Hall India, 2005.

OPERATIONS ELECTIVE - III


DECISION SUPPORT SYSTEMS

UNIT – I: Decision Support Systems

Decision Concept – steps – Decision Support System – Components – Characteristics –

Classification & Application.

UNIT – II: Model Management

Models – Modeling Process – Types of Models – Optimization – Simulation –

Heuristic – Descriptive – Predictive – Model base – Modeling Languages – Model

Directory – Model Base Management System – Model Execution, Integration and

Command Processing – Model Packages.

UNIT – III: Data Management Systems

Database – Sources of Data – Data Directory – Data Structure and Database Languages

– Query Facility – Data Management System – DBMS as DSS Development Tool

UNIT – IV: Dialog Management

User Interface – Graphics – Multimedia – Visual Interactive Modeling – Natural

Language Processing – Speech Recognition and understanding – Issues in User

Interface.

UNIT – V: Development of Decision Support Systems

Development Process – Software and Hardware and Data Acquisition – Model

Acquisition – Dialog Development – Integration – Testing and Validation – Training

and Implementation – Implementation of DSS through a mini Project.

TEXT BOOK:

2. Marakas, ‘Decision Support System’, Prentice Hall International Paper back

Edition, Delhi, 1998.

REFERENCES:

4. Efraim turban and Jay E Aronson, ‘Decision Support Systems and Intelligent

Systems’, Prentice Hall International, 1998.

5. Janakiraman V.S. and Sarukesi. K. ‘Decision Support Systems’, Prentice Hall

of India, 1999.

6. Lofti, ‘Decision Support System and Management’, McGraw Hill Inc.,

International Edition, New Delhi, 1996

OPERATIONS ELECTIVE - IV


SUPPLY CHAIN MANAGEMENT

UNIT - I: Introduction

Supply Chain – Fundamentals, Importance, Decision Phases, Process View. Supplier –

Manufacturer – Customer Chain. Drivers of Supply Chain Performance. Structuring

Supply Chain Drivers. Overview of Supply Chain Models and Modeling Systems.

UNIT - II: Strategic Sourcing

In-sourcing and Out-sourcing – Types of Purchasing Strategies. Supplier Evaluation,

Selection and Measurement. Supplier Quality Management. Creating a world class

Supply Base. World Wide Sourcing.

UNIT - III: Supply Chain Network

Distribution Network Design – Role, Factors Influencing, Options, Value Addition.

Models for Facility Location and Capacity Location. Impact of uncertainty on Network

Design.

Network Design Decisions Using Decision Trees. Distribution Center Location

Models. Supply Chain Network Optimization Models.

UNIT - IV: Planning Demand, Inventory And Supply

Overview of Demand Forecasting in the Supply Chain. Aggregate Planning in the

Supply

Chain. Managing Predictable Variability.

Managing Supply Chain Cycle Inventory. Uncertainty in the Supply Chain – Safety

Inventory. Determination of Optimal Level of Product Availability. Coordination in the

Supply Chain.


E–Business – Framework and Role of Supply Chain in e-Business and B2B Practices.

Supply Chain IT Framework. Internal Supply chain management. Fundamentals of

Transaction Management. Supply Chain in IT Practice. Supplier Relationship

Management. Information Systems Development. Packages in Supply Chain –eSRM,

eLRM, eSCM. Supply Base Management.

TEXT BOOK:

1. Sunil Chopra and Peter Meindi, Supply Chain Management–Strategy

Planning and

Operation, Pearson Education, Third Indian Reprint, 2004.

REFERENCES:

1. Monczka et al., Purchasing and Supply Chain Management, Thomson

Learning,

Second edition, Second Reprint, 2002.

2. Shapiro Jeremy F, Modeling the Supply Chain, 2nd Edition, Thomson

Learning,

2002.

3. Janat Shah, Supply Chain Management Text and Cases, Pearson 2009

4. R P Mohanty and S G Deshmukh, Supply Chain Management Theory and

Practices, Biztantra, 2009.

BANKING TECHNOLOGY ELECTIVE - I

SUB CODE: 112E60E21H

MUTUAL FUND MANAGEMENT

UNIT – I: Mutual Fund:

Concept - Genesis - Classification of mutual fund schemes - Portfolio

classification - Operational classification - Advantages of investing in mutual funds -

Role of mutual funds in the development of capital market and the economy

UNIT – II: Constitution and Organization of Mutual Funds:

Sponsors - Trustees - Duties and responsibilities of trustees - Trust Deed -

Custodians - Asset Management Company - Functions of an AMC

UNIT – III: Operational Activities of Mutual Fund:

Designing, Launching and marketing and scheme - portfolio management -

Investment - Investment strategies

UNIT – IV: Regulation of Mutual Funds:

Securities Exchange Board of India SEBI (MF) Regulations - Accounting

norms - Revenue account - Balance sheet - Disclosure norms - Net Asset Value (NAV)

- Valuation system for NAV - Pricing of units and NAV

UNIT – V: Mutual Funds in India:

Public sector mutual funds - Private sector mutual funds - Performance of such

funds

The UTI:

Origin - Objectives - Schemes of the UTI - US 64 Imbroglio - Present status of

UTI - Challenges for mutual funds in India in the liberalized environment

REFERENCE BOOKS:

1. Lalit K Bansal, Mutual Funds: Management and Working

2. Machiraju HR, Merchant banking: Principles and Practice

3. Websites: www.sebigov.in, www.moneycontrol.com, www.indiainfoline.com,

www.uti.com

BANKING TECHNOLOGY ELECTIVE - II


MERGERS AND ACQUISITIONS


Mergers and Amalgamations: Concepts, need and reasons, legal aspects, procedural

aspects relating to commencing of meetings and presentation of petition including

documentation, economic aspects including effect on the interest of small investors;

accounting aspects, financial aspects including valuation of shares, taxation aspects,

stamp duty and allied matters, filing of various forms. Revival and Restructuring of

Sick Companies.

UNIT – II: Takeovers

Takeovers: Meaning and concept, types of takeovers, legal aspects – SEBI takeover

regulations, procedural aspects, economic aspects, financial aspects, accounting

aspects, taxation aspects, stamp duty and allied matters, payment of consideration, bail

out takeovers, takeover of sick units.

UNIT – III: Funding Of Mergers and Takeovers

Funding of Mergers and Takeovers: Financial alternatives, merits and demerits, funding

through various types of financial instruments including preference shares, non-voting

shares, buy-back of shares, hybrids, options and securities with differential rights,

employer stock options and securities with different rights, takeover finance, ECBs,

funding through financial institutions and banks, rehabilitation finance, management

buyouts. Valuation of Shares and Business: Introduction, need and purpose; factors

influencing valuation; methods of valuation.

UNIT – IV: Corporate Demergers / Splits and Divisions

Corporate Demergers / Splits and Divisions: Difference between demerger and

reconstruction; modes of demerger – by agreement, under scheme ofarrangement, by

voluntary winding up; tax aspects, tax reliefs, Indian scenario, reverse mergers. Post

Merger Re-organization – Accomplishment of objectives – criteria of success,

profitability, gains to shareholders; post merger valuation; measuring post merger

efficiency; factors in post merger reorganization.

UNIT – V: Financial Restructuring: Buy-Back of Shares

Financial Restructuring: Buy-back of shares – concept and necessity; SEBI guidelines;

Government’s guidelines, procedure and practice for buy-back of shares. Alliances

Integrating alliances into corporate strategy; preparing for alliance, cross cultural

alliances; implementing and managing the alliances.

REFERENCE BOOKS:

1. Reed and Reed Lajorex, The art of Mergers & Acquisitions, McGraw Hill,

1999.

2. S.Ramanujam, Mergers et al., Tata McGraw Hill, 2000.

3. Sridharan and Pandian, Guides to Takeover and Mergers, Wadhava

Publications, 2002.

4. Machiraju, Mergers, Acquisitions and Takeover, New Age International, 2003.

5. Weston, Sen and Johnson, Takeovers, Restructure and Corporate Governance,

Prentice Hall, 2003.

6. Peirick A. Gaughan, Mergers, Acquisitions and Corporate Restructuring, John

Wiley & Sons, 2003.

BANKING TECHNOLOGY ELECTIVE - III


BANKING THEORY, LAW AND PRACTICE

UNIT – I:

General Relation between Banker and Customer, Banker's obligation and

Rights, Rights of Lien and Set-off, Different types of Customers - (Deposit and

borrowal a/cs,) - Minors, illiterates, Joint a/cs, Partnerships, Joint Stock Companies,

Societies, Clubs, Trusts, Limited Liability Partnership, HUF

UNIT – II:

N.I.Act, 1881 - Parties to Negotiable Instruments, Essential Features of

Cheques, Bill of Exchange, Promissory Notes, Holder - in - due Course, Payment in

Due Course, Endorsements, Crossing of Cheques, Payment of Cheques, Bouncing of

Cheques, Nomination

UNIT – III:

Types of Advances - Secured and unsecured Advances - Loans, CC, OD, BP,

BD, BN. Modes of creating Charges - Lien, Pledge, Hypothecation, Mortgage (legal

and Equitable

Mortgage), assignment, Registration / Cancellation of Charges with ROC. Regn with

RTO, Documents of Title to Goods

UNIT – IV:

On-line banking Frauds, Cyber Laws - IT Act 2000 and IT Act 2008

(Amendments) Anti Money - Laundering Act, know your customer, Cybercrimes,

Information Security

UNIT – V:

Limitation Act, Recovery Proceedings, Filing of Suits, SARFAESI Act, DRT,

Lok Adalat

REFERENCE BOOKS:

1. Banking Theory, Law and Practice - Sundharam & Varshney (Sultan Chand & Sons)

BANKING TECHNOLOGY ELECTIVE - IV


BANK MARKETING

UNIT – I:

Marketing – Relevance of marketing to banking – Marketing Mix –

Components – Customer as a King – Marketing Plan: Bank’s Business Objectives –

Marketing Audit – SWOT Analysis – Marketing Objectives – Marketing Strategy –

Marketing Research – Need and Administration – Market Information System

UNIT – II:

Product Development in Bank Marketing – Need for New Products – Process of

Product Development – Constraints on Product Development – Product Management –

Non Fund Based Business – Sectorial Banking

UNIT – III:

Suitable Location for Bank Branch – Branch Layout – Branch Expansion Policy

in India

Role of Price in Bank Marketing – What does Price mean for a bank? How can

price be fixed? – Costing and Pricing Practices – Deregulation of interest Rates –

Service Changes

UNIT – IV:

Promotional Mix for Bank Marketing – Personal Promotional Efforts – Direct

Marketing – Public Relations – Social Banking – Customers Meets – Customer Service

– Norms for Customer Service – Advertising – Media Support – Good Promotional

Mix

UNIT – V:

Marketing Department of a Bank – Marketing Officer at the Branch Level –

Selection of Personnel Motivation – Development – Training Programme for Bankers –

Strategies for Bank Marketing in Rural Areas – Future of Bank Marketing

REFERENCE BOOKS:

1. Kenneth Andrew – The Bank Marketing Handbook

2. R.K.Madhukar – Dynamics of Bank Marketing

3. K.K.Saxena – Bank Marketing, Concepts and Applications

TOURISM ELECTIVE - I

SUB CODE: 112E60E21I

TOURISM CONCEPTS & PRINCIPLES

Unit – I Introduction: What is Tourism? Definitions and Concepts, tourist

destination, services and industry, definition and historical development,

Past to 2nd

world war, recent and current 1945–2002, Future from 2002

onwards. General Tourism Trends. Types of Tourists, Visitor, Traveller, and

Excursionist–Definition and differentiation. Tourism, recreation and leisure,

their inter–relationships.

Unit – II Tourism Products & Attraction: Nature, Characteristics and Components

of Tourism Industry. Why it is different from other types of consumer

product? Elements and characteristics of tourism products. Tourism product

production system, Tourism Product Life Cycle, typology of tourism

products.

Unit –III Types and Forms of Tourism: Inter–regional and intra–regional tourism,

inbound and outbound tourism, domestic, international tourism. Forms of

Tourism: religious, historical, social, adventure, health, business,

conferences, conventions, incentives, sports and adventure, senior tourism,

special interest tourism like culture or nature oriented, ethnic or ‘roots’

tourism and VFR.

Unit – IV Tourist Transportation: Air transportation: The airline industry present

policies, practices. Functioning of Indian carriers. Air Corporation Act, Air

charters.

Surface Transport: Rent-a-car Scheme and Coach-Bus Tour, Fare

Calculation. Transport & Insurance documents, All-India Permits

Rail Transport: Major Railway Systems of World, (Euro Rail and Amtrak)

General information about Indian Railways, Types of rail tours in India:,

Place-on-Wheels and Royal Orient, Deccan Odessy, Toy Trains. Indrail

Pass.

Water Transport: Historical past, cruise ships, ferries, hovercrafts, river

and canal boats, Fly-cruise.

Unit – V A study of International Tourism Organisations: Origin, location and

functions of WTO, IATA, PATA, ASTA, UFTAA, and ICAO.

Suggested Readings:

Mill and Morrison, (1992), The Tourism System: An Introductory Text , Prentice

Hall.

Cooper, Fletcher et al, (1993), Tourism Principles and Practices, Pitman.

Burkart and Medlik, (1981), Tourism: Past, Present and Future ,Heinemann, ELBS.

Mill, R.C., (1990), Tourism: The International Business, Pretience Hall, New

Jersey.

Bhatia, A.K., - International Tourism

Seth, P.N., (1999) Successful Tourism Management (Vol 1 &2)

TOURISM ELECTIVE - II


TRAVEL AGENCY MANAGEMENT

Unit – I Travel formalities: Travel Formalities: Passport, Visa, Health

requirements, taxes, customs, currency, travel insurance, baggage and

airport information. Travel Agency and Tour Operation Business:

History, Growth, and present status of Travel Agency. Definition of Travel

Agency and differentiation between Travel Agency and Tour Operation

business. Travel Agency and Tour Operators: Linkages and arrangements

with hotels, airlines and transport agencies and other segments of tourism

sector.

Unit – II Approval of Travel Agents and Tour Operators: Approval by

Department of Tourism, Government of India. IATA rules and regulations

for approval of a travel agency, Approval by Airlines and Railways.

Study of various Fiscal and Non – Fiscal incentives available to Travel

agencies and Tour Operations business.

Unit–III Functions of a Travel Agent: Understanding the functions of a travel

agency - travel information and counselling to the tourists, Itinerary

preparation, reservation, ticketing, preparation and marketing of Tour

packages, handling business/corporate clients including conference and

conventions. Sources of income: Commission, Service Charges. Travel

Terminology: Current and popular travel trade abbreviations and other

terms used in preparing itineraries.

Unit–IV Functions of a Tour Operator: Market research and tour package

formulation, assembling, processing and disseminating information on

destinations, Liasioning with principles, preparation of Itineraries, tour

operation and post tour Management. Sources of income for tour operation.

Unit–V Public and Private sector in Travel Agency Business and Tour

Operation Business: Organisational Structure and various Departments of a

Travel Agency. Case study of ITDC. Case study of SITA, Cox & Kings,

TCI and Thomas Cook.

The Indian Travel Agents and Tour Operators – an overview. National

Trade Associations: IATO and TAAI.

Suggested Reading:

Holloway, J.C., (1983), The Business of Tourism, McDonald and Evans,

Plymounth.

Syratt Gwenda, (1995). Manual of Travel Agency Practice, Butterworth Heinmann,

London

Stevens Laurence, (1990). Guide to Starting and Operating Successful Travel

Agency, Delmar Publishers Inc., New York.

Chand, Mohinder, Travel Agency Management, Anmol Publication

Seth, P. N., (1992), Successful Tourism Management Vol. 1 & 2, Sterling

Publications, Delhi

Foster, Douglas (1983), Travel and Tourism Management, McMillan, London

TOURISM ELECTIVE - III


TOURIST RESOURCES OF INDIA

Unit – I Natural Resources: Wildlife Sanctuaries, National Parks and Natural

Reserves in India (Jim Corbett Tiger Reserve, Bharatpur Bird Sanctuary,

Valley of Flowers, Kanha, Kaziranga, Sasan Gir, Dachigam, Ranthambhore

and Keoladeo Ghana)

Hill Stations: Study of Hill Station attractions and their environs with case

studies of Mussoorie, Nainital,Munnar and Ooty.

Beaches and Islands: Beaches in Goa, Kerala, Orissa. Andman Nicobar &

Lakshdvip islands.

Unit –II Popular Tourist Resources- Delhi, Agra, Jaipur, Khajuraho, Varanasi,

Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Mahabalipuram,

Madurai, Tanjore, Hampi, Ellora, Elephanta, Konark and Fatehpur Sikri

Monuments- Qutub Minar, Atala Mosque (Jaunpur), Kirtistambha (Chittor),

Sher Shah Suri’s Tomb, Sikandara, Red Fort (Delhi), Taj Mahal, Golden

Temple (Amritsar), Hawa Mahal (Jaipur), Bara Imambara (Lucknow).

Unit-III Pilgrimage Destinations: Hindu- Charo Dham Yatra, Jyotirlinga Yatra,

Devi Yatra Vindhyachal (U.P.) Kamakhya (Assam), Vaishnavadevi, Kashi,

Prayag, Gaya, Ayodhya, Mathura–Vrindavana, Allahabad, Ujjain, Hardwar,

Nasik, Gangasagar.

Buddhist:Lumbini, Bodhgaya, Sarnath, Kushinagar, Sharavasti, Sankisa,

Vaishali, Rajgriha, Kapilvastu, Nalanda, Sanchi, Ajanta.

Jain: Kashi, Pavapuri, Shatrunjaya, Girnar, Mt. Abu, Sharavanbelgola,

Palitana

Muslim: Ajmer Sharif, Nizamuddin (Delhi), Fatehpur Sikri, and some

important Mazars.

Sikh: Patna, Nanded, Guru-ka-Tal (Agra), Amritsar.

Saint: Kabir, Tulasi, Raidas, Sankaracharya.

Unit – IV Fairs and Festivals: Kumbha, Pushkar, Sonepur, Dadari, Tarnetar,

Chhatha, Pongal/Makar-Sankranti, Baishakhi, Meenakshi Kalyanam,

Holi,Gangaur, Onam, Durga Puja, Ramalila, Diwali, Kartik Purnima (Dev

Deepawali, Guru Parb), Dashahara (Kullu),Rathyatra, Nag Nathaiya

(Varanasi), Bhrawafat, Id-ul-Fitr, Easter, Christmas, Carnival (Goa),

Burhawa Mangal (Varanasi), Ganga Mahotsava, Taj Mahotsava, Khajuraho

Mahotsava and Desert Festival.

Unit – V Handicrafts and Handlooms. History of Dance Styles and main Gharanas of

North Indian Music. History of Drama in India and its present scenario.

Suggested Readings:

Gupta, SP, Lal, K, Bhattacharya, M. Cultural Tourism in India (DK Print 2002)

Dixit, M and Sheela, C. Tourism Products (New Royal Book, 2001)

Oki Morihiro, Fairs and Festivals, World Friendship Association, Tokyo, 1988.

Mitra, Devla, Buddhist Architecture, Calcutta.

Michell, George, Monuments of India, Vol. 1. London.

Davies, Philip, Monuments of India, Vol. II.,London.

Brown Percy, Indian Architecture ( Buddhist and Hindu),Bombay.

Brown Percy, Indian Architecture (Islamic period), Bombay.

Hawkins. R.E., Encyclopaedia of Indian Natural History.

Vatsayana, Kapila, Indian Classical Dance, New Delhi.

.

TOURISM ELECTIVE - IV


EVENT MANAGEMENT & MICE

Unit – I Event Management: Role of events for promotion of tourism, Types of Events-Cultural, festivals, religious, business etc. Need of event management, key factors for best event management. Case study of some cultural events (Ganga Mahotsava, Lucknow mahotsava and Taj Mahotsava)

Unit – II Concept of MICE. Introduction of meetings, incentives, conference/conventions, and exhibitions. Definition of conference and the components of the conference market. The nature of conference markets and demand for conference facilities. The impact of conventions on local and national communities.

Unit – III Management of Conference at Site, Trade shows and exhibitions, principal purpose, types of shows, benefits, major participants, organisation and membership, evaluation of attendees. Convention/exhibition facilities; Benefits of conventions facilities, Inter-related venues, Project planning and development.

Unit – IV Budgeting a Conference Exhibition: Use of Budget preparation, Estimating, fixed and variable costs, cash flow, sponsorship and subsidies. Registration, Seating Arrangements, Documentation, interpreting press relation, Computer Graphics, Teleconferencing, Recording and Publishing Proceedings; Interpretation and language.

Unit – V Role of travel Agency in the management of conferences. Hotel

Convention Service Management: Human Resources Management

Transportation, Group Fares, Airline Negotiation, Extra Services, Cargo

Transportation. History and function of ICCA, Role of ICCA, Roles and

function of ICIB.

Suggested Readings :

Coleman, Lee & Frankle (1991), Powerhouse Conferences. Educational Institute of

AH & MA.

Hoyle, Dorf & Jones (1995), Meaning conventions & Group business. Educational

institute of AH & MA.