MBA 2nd Year Syllabus PDF

Evaluation Scheme & Syllabus for MBA Second Year On Choice Based Credit System (Effective from the Session: 2017-18) DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY LUCKNOW  MBA Evaluation Sche...

Evaluation Scheme & Syllabus for MBA Second Year On Choice Based Credit System (Effective from the Session: 2017-18) DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY LUCKNOW  MBA Evaluation Scheme for Session 2017 - 2018 Semester III Evaluation Scheme S. Subject Periods Subject Title Sessional Credit No. Code ESE Total L T P CT TA Total 1 RMB301 Strategic Management 3 0 0 20 10 30 70 100 3 International Business 2 RMB302 3 0 0 20 10 30 70 100 3 Management Major Specialization Group 3 3 0 0 20 10 30 70 100 3 Elective 1 Major Specialization Group 4 3 0 0 20 10 30 70 100 3 Elective 2 Major Specialization Group 5 3 0 0 20 10 30 70 100 3 Elective 3 Minor Specialization Group 6 3 0 0 20 10 30 70 100 3 Elective 1 Minor Specialization Group 7 3 0 0 20 10 30 70 100 3 Elective 2 Universal Human Values and 8 RVE301 3 0 0 20 10 30 70 100 3 Professional Ethics Summer Training Project 9 RMB351 0 0 6 30 30 70 100 3 Report & Viva Voce TOTAL 900 27 ESE- End Semester Examination CA - Class Test TA - Teacher Assessment  Electives for MBA III Semester (2017-18) For major specialization, student will select all three (03) elective subjects from that group and for minor specialization, student will select any two (02) elective subjects from that group. Specialization Group: Human Resource S. No. Subject Code Subject Title 1 RMBHR01 Talent Management 2 RMBHR02 Performance and Reward Management 3 RMBHR03 Industrial Relations and Labour Laws Specialization Group: Marketing S. No. Subject Code Subject Title 1 RMBMK01 Sales & Distribution Management 2 RMBMK02 Consumer Behaviour 3 RMBMK03 Digital Marketing Specialization Group: Finance S. No. Subject Code Subject Title 1 RMBFM01 Security Analysis & Portfolio Management 2 RMBFM02 Tax Planning & Management 3 RMBFM03 Financial Market & Commercial Banking Specialization Group: International Business S. No. Subject Code Subject Title 1 RMBIB01 International Marketing 2 RMBIB02 International Logistics 3 RMBIB03 Export Import Documentation Specialization Group: Information Technology S. No. Subject Code Subject Title 1 RMBIT01 Enterprise Resource Planning 2 RMBIT02 Web Technology & E- Commerce 3 RMBIT03 Cloud Computing for Business Specialization Group: Operations S. No. Subject Code Subject Title 1 RMBOP01 Supply Chain Management 2 RMBOP02 Materials Management 3 RMBOP03 Production Planning & Control  Semester IV Evaluation Scheme S. Subject Periods Course Title Sessional Credit No. Code ESE Total L T P CT TA Total Corporate Governance : 1 RMB401 4 0 0 20 10 30 70 100 4 Values and Ethics Entrepreneurship 2 RMB402 4 0 0 20 10 30 70 100 4 Development Major Specialization Group 3 3 0 0 20 10 30 70 100 3 Elective 4 Major Specialization Group 4 3 0 0 20 10 30 70 100 3 Elective 5 Minor Specialization Group 5 3 0 0 20 10 30 70 100 3 Elective 3 6 RHU001 Cyber Security 3 0 0 20 10 30 70 100 3 Research Project Report and 7 RMB 451 0 0 12 60 60 140 200 7 Viva Voce TOTAL 800 27 ESE- End Semester Examination CA - Class Test TA - Teacher Assessment  Electives for MBA IV Semester (2017-18) For major specialization, student will select all two (02) elective subjects from that group and for minor specialization, student will select any one (01) elective subjects from that group. Specialization Group: Human Resource S. No. Subject Code Subject Title 1 RMBHR04 Training & Development 2 RMBHR05 Negotiation & Conflict Management Specialization Group: Marketing S. No. Subject Code Subject Title 1 RMBMK04 Marketing of Services 2 RMBMK05 Integrated Marketing Communication Specialization Group: Finance S. No. Subject Code Subject Title 1 RMBFM04 Working Capital Management 2 RMBFM05 Financial Derivatives Specialization Group: International Business S. No. Subject Code Subject Title 1 RMBIB04 Trading Blocks & Foreign Trade Frame Work 2 RMBIB05 Cross Cultural Management Specialization Group: Information Technology S. No. Subject Code Subject Title 1 RMBIT04 Database Management System 2 RMBIT05 System Analysis & Design Specialization Group: Operations S. No. Subject Code Subject Title 1 RMBOP04 World Class Manufacturing & Maintenance Management 2 RMBOP05 Contract and Project Management RMB351: Summer Training Project Report 1. At the end of second semester examination, it is mandatory for every student of MBA to undergo on-the-job practical training in any manufacturing, service or financial organization. The training will be of 6 to 8 weeks duration. The college/institute will facilitate this compulsory training for students. 2. During the training, the student is expected to learn about the organization and analyze and suggest solutions of a live problem. The objective is to equip the student with the knowledge of actual functioning of the organization and problems faced by them for exploring feasible suggestions. 3. During the course of training, the organization (where the student is undergoing training) will assign a problem/project to the student. 4. The student, after the completion of training will submit a report to the College/Institute which will form part of third semester examination. However, the report must be submitted by the end of September 30. 5. The report (based on training and the problem/project studied) prepared by the student will be known as Summer Training Project Report. The report should ordinarily be based on primary data. It should reflect in depth study of micro problem, ordinarily assigned by the organization where student undergoes training. Relevant tables and bibliography should support it. One comprehensive chapter must be included about the organization where the student has undergone training. This should deal with brief history of the organization, its structure, performance products/services and problem faced. This chapter will form part 1 of the report. Part 2 of the report will contain the study of micro research problem. The average size of report ordinarily will be of minimum 100 pages in standard font size(12) and double spacing. Two neatly typed and soft bound (paper back) copies of the report will be submitted to the College/Institute. The report will be typed in A-4 size paper. 6. The report will have two certificates. One by the Head of the Department and the other by the Reporting Officer of the organization where the student has undergone training. These two certificates should be attached in the beginning of the report. 7. The Summer Training Project Report will carry 100 marks and will be evaluated by two examiners (external and internal). The evaluation will consist of (1) Project Report evaluation (2) Project Presentation and Viva. The Project Report evaluation will comprise of 30 marks and would be evaluated by internal project guide. The Presentation and Viva Voce would comprise of 70 marks and would be evaluated by two examiners (1 external and 1 internal). The average of the marks awarded by the 2 examiners will be taken into account for the results. In case the difference in the awards given by the examiners is 30 or more marks, the project report will be referred to the third examiner. Only such person will evaluate the project report who has minimum three years of experience of teaching MBA classes in a College/University. Experience of teaching MBA classes as guest faculty shall not be counted. 8. The parameters on which both evaluation (1 & 2 mentioned above) would be carried on would be:  Project Report Evaluation: Evaluation Relevance of Objectives Relevance of Research Interpretation & Total Criteria with topic (10) Methodology (10) Analysis (10) (30) Presentation and Viva Voce Evaluation: Understanding Understanding Interpretation Presentation & Query Total Evaluation of Objectives of Relevance & Analysis Communication Handling (70) Criteria with topic of Research (15) Skill (15) (10) (15) (15) 9. It is mandatory that the student will make presentation in the presence of teachers and students. The student is expected to answer to the queries and questions raised in such a meeting. 10. The student shall prepare the Summer Training Project Report as per the format given in the Summer Training Manual as prescribed by the University.  RMB451: Research Project Report 1. In fourth semester, the candidates will have to submit a Research Project Report on a problem/topic (from the specialization areas) to be assigned by the department MBA under the supervision of a core faculty member of the department. The Research Project Report will carry 200 marks. The evaluation of the project report will be done by two examiners (external & internal). The evaluation will consist of (1) Evaluation of Project Report(2) Evaluation of Viva on Project. The evaluation of Project Report will comprise of 60 marks and would be evaluated by internal guide. The evaluation of Viva Voce of Project would comprise of 140 marks and would be evaluated by two examiners (1 external and 1 internal).The average of the marks awarded by the 2 examiners will be taken into account for the results. In case the difference in the awards given by the examiners is 30 or more marks, the project report will be referred to the third examiner. In such cases the average of two closer awards (given by three examiners) will be taken into account for the results. The report will contain the objectives and scope of the study. Research Methodology, use, importance of the study, analysis of data collected, conclusions and recommendations. It will contain relevant charts, diagrams and bibliography. A certificate of the supervisor and the Head of the MBA program certifying the authenticity of the report shall be attached therewith. The student will submit two copies of the report to the Head of MBA program. The number of pages in the report will be 75 or more. The report should be typed in A-4 size paper. The parameter on which both evaluation (1 & 2) would be carried on would be on the basis of: The scheme of evaluation for Project Report Evaluation Relevance of Relevance of Research Interpretation Total Criteria Objectives with topic Methodology(20) & Analysis (60) (20) (20) The scheme of evaluation of Viva voce Understanding Understanding Evaluation of Objectives of Relevance Interpretation Presentation & Query Total Criteria with Topic of Research & Analysis Communication Handling (140) (30) (30) (40) skill (20) (20) The student shall prepare the Research Project Report as per the format given in the Research Project Report Manual as prescribed by the University.  Strategic Management Code: RMB 301 Course Credits: 3 Teaching Hours: 36 Hrs COURSE OBJECTIVES: The objectives of this course:  A clear understanding of the key concepts and principles of strategic management  A set of useful analytical skills, tools and techniques for analyzing a company strategically  To provide a basic understanding of the nature and dynamics of the strategy formulation and implementation processes.  To encourage students to think critically and strategically.  The ability to identify strategic issues and design appropriate courses of action. UNIT 1 (6 Hours) Introduction: meaning nature, scope, and importance of strategy; and strategic management, Introduction to Business policy, Strategic decision-making , Process of strategic management and levels at which strategy operates , strategic intent: Vision, Mission, Business definition, Goals and Objectives UNIT 2 (8 hours) Environmental Scanning : Factors considered, approaches, External environment analysis: PESTEL Analysis, EFE matrix (External Factor Evaluation): Porter’s Five Forces Model methods and techniques used , Internal Appraisal – The internal environment, Organizational Capability Factors, organizational appraisal- factors affecting, approaches, methods & techniques Resource Based View (RBW) Analysis, VRIO Framework, Value Chain Analysis, IFE matrix (Internal Factor Evaluation). UNIT 3 (8 hours) Strategy Formulation: Corporate, Business, Functional strategy Corporate Level Strategies: -- Stability, Expansion, Retrenchment and Combination strategies. Concentration Strategies, Integration Strategies: Horizontal & Vertical, Diversification: Related & Unrelated, Internationalization , Porters Model of competitive advantage of nations, Cooperative: Mergers & acquisition Strategies, Joint Venture, Strategic Alliance , Digitalization Strategies. Unit 4 (8 hours) Strategy Analysis : Process, Analysing Strategic alternative, Evaluating and Choosing Among Strategic Alternative, Tools & Techniques of strategic Analysis, Strategic Choice. BCG Matrix, Ansoff Grid, GE Nine Cell Planning Grid, Hofer’s Product market evolution. McKinsey’s 7’S framework Strategy implementation: Resource allocation, Projects and Procedural issues. Organistion structure and systems in strategy implementation. Leadership and corporate culture, Values, Ethics and Social responsibility. Operational and derived functional plans to implement strategy. Integration of functional plans. Unit 5 (6 hours) Strategy Evaluation & Control : Nature, Importance, Organistional systems and Techniques of strategic evaluation & control. COURSE OUTCOMES: Upon completion of this course, students will be able to complete the following key tasks  Formulate organizational vision, mission, goals, and values.  Develop strategies and action plans to achieve an organization's vision, mission, and goals  Develop powers of managerial judgment, how to assess business risk, and improve ability to make sound decisions and achieve effective outcomes.  Evaluate and revise programs and procedures in order to achieve organizational goals;  Consider the ethical dimensions of the strategic management process; Text Books 1. Kazmi, Azhar; Business Policy and Strategic Management; McGraw-Hill Education 2. David, Fred; Strategic Management: Concepts and Cases;PHI Learning Reference Books 1. Thomson, Arthur A. and Strickland, A. J.; Strategic Management: Concept and Cases; McGrawHill Education 2. Jauch, L.F., and Glueck, W.F.; Business Policy and Strategic Management; McGraw- Hill Education 3. Wheelen, L. Thomas and Hunger, David J.; Strategic Management and Business Policy, Crafting and Executing Strategy; Pearson Education Skills Measuring tool Ability to scan business environment Case study + Workshop Ability to draft strategic intent. Case study + Workshop Ability to draft strategy formulation and Case study + Workshop Implementation  INTERNATIONAL BUSINESS MANAGEMENT Code: RMB 302 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  To give the student an exposure to the dynamic environment of International Business  To understand the impact of environment on the International Business Operations of the firm  To explain the functions and form of the global monetary system  To explain the role of International organizations and Regional Trade Unit I ( 8 hours) Introduction: Meaning, Nature and Scope of International Management, Driving and Restraining Forces, Domestic to Transnational Business, Modes of Entry. Globalization – Forces, Meaning, dimensions and stages in Globalization, Characteristics and role of MNCs. International Business Environment – The economic environment; social and cultural environment, political, legal and regulatory environment, natural environment, technological environment. Unit 2 (8 hours) International Trade Theories: Mercantilism; Absolute Cost theory, Comparative Cost theory, Factor endowment theory, International Product life Cycles Theory, International Investment Theories: Theory of Capital Movements, Market Imperfections theory; Internationalization Theory; Location Specific Advantage Theory; Eclectic Theory Free Trade: Advantages and Disadvantages, Forms of Protection: Tariffs, Subsidies, Import Quotas, Voluntary Export Restraints, Administrative Policy, Anti-dumping Policy. Unit 3 ( 8 hours) International Marketing: Nature & significance, International Marketing Orientations, International Segmentation, International Product Life Cycle International HRM: International Staffing Approaches, Expatriate Management, International Labor Relations Unit 4 (6 hours) Foreign Exchange Determination Systems: Basic Concepts Relating to Foreign Exchange, Various types of Exchange Rate Regimes, Factors Affecting Exchange Rates, Brief History of Indian Rupee Unit 5 (6 hours) International Institutions: Objectives and Functions of WTO, IMF, IBRD, UNCTAD, Regional Economic Integration: Introduction, Levels of Economic Integration, Objectives and Functions of EU, NAFTA, ASEAN, SAARC, BRICS Text Books 1. Hill - International Business, McGraw-Hill 2. Cherunilam F- International Business: Text and Cases, PHI Reference Books 1. Aswathappa- International Business, McGraw-Hill 2. Cherunilam, F - International Trade and Export Management, Himalaya 3. Daniels - International Business (Pearson) 4. Albaum Duerr - International Marketing and Export management (Pearson, 7th Ed.) Websites: www.ibef.org www.cia.gov.in Course Outcomes: After going through the course, the student would be able to:  Get an overview of the key issues and concepts of International Business  Understand how and why the world’s countries differ.  Understand the monetary framework in which international business transactions are conducted  Understand the role of International Organizations and Regional Trade blocks  Implement the decisions for international operations in a superior manner EMPLOYABLE SKILLS Skill Measurement Tool Understanding of principles of International Business Group assignment, Case study analysis Develop reasoning abilities for applying the theoretical Group assignment, Case study analysis Knowledge Understanding of fundamentals of International Marketing, Finance & HRM Group project, presentations Critical thinking skills for understanding the role of International organizations and Regional Trade Blocks Quiz, Debate, Case study analysis  CORPORATE GOVERNANCE, VALUES & ETHICS Code: RMB 401 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  To introduce the concept and importance of corporate governance  To introduce the concept and importance of business ethics  To know the facets of ethics management  To know the ethical values and Indian ethos in Management. Unit I (6 hours) Issues, need of corporate governance code, Code of Corporate Practices, Social Responsibility of Corporates, Corporate Social Reporting, Corporate Governance and the Role of Board(BOD), Corporate Governance System Worldwide, Corporate Disclosure and Investor Protection in India. Unit 2 (8 hours) Code of Corporate Governance, Audit Committee, Corporate Excellence, Role of Independent Directors, and Protection of Stakeholders, Changing Roles of Corporate Boards with changing times, Corporate Social Responsibility. Unit 3 (8 hours) Moral Values and Ethics: Values – Concepts, Types and Formation of Values, Values of Indian Managers; Managerial Excellence through Human Values; Spiritual Values. Modern Business Ethics and Dilemmas, Conflict between personal values and organizational goals Unit 4 (8 hours) Business Ethics: Meaning, Definition, Nature, Importance. Ethical Dilemma – Ethical Decision Making, Ethical Reasoning, Ethical issues, Ethics Management – Key roles and responsibilities, Benefits of Managing Ethics in Work Place, Code of ethics, Guidelines for developing code of ethics Historical Perspective of Ethics – Plato, Aristotle, Benedict Spinoza, Immanuel Kant, Bhagwat Gita, Buddhism, Sufism, Capitalism, Marxism, Socialism, Utilitarianism Unit 5 (8 hours) Institutionalizing of Ethics, Traditional view, Contractual theory, Stake-holders’ theory, The Regulatory and voluntary actions. Ethics and HRM, Ethics and Marketing, Ethics in Finance and Accounting, Ethical implications of Technology. Ethics and Information Technology. Text books: 1. A C Fernando – Business Ethics & Corporate Governance, 2e, Pearson 2. Ghosh –Business ethics and corporate governance, McGraw-Hill 3. Kumar- Corporate Governance, Oxford University Press 4. Mandal – Ethics in business and corporate governance, 2e, McGraw-Hill Reference Books: 1) S.S. Iyer - Managing for Value (New Age International Publishers, 2002) 2) Laura P Hartman Abha Chatterjee - Business Ethics (Tata McGraw Hill, 2007) 3) Mohapatra, Sreejesh- Case Studies in Business Ethics & Corporate Governance, 1e, Pearson Websites: www.clearias.com/corporategovernance/ www.managementstudyguide.com/corporate-governance.htm Course Outcome: After going through this course the studet will be able to:  Have an insights into various concepts & cases related to Corporate Governance  Gain a deeper understanding of the various aspects, factors related to role of ethics in Business. EMPLOYABLE SKILLS Skill Measurement tool Understanding of principles of Group assignment, Case study analysis Industrial Relations Develop reasoning abilities for Group assignment, Case study analysis applying the theoretical Knowledge Understanding of Group project, presentations fundamentals of the relevant legal laws Develop a suitable legal Quiz, Debate, Case study analysis operational framework.  ENTREPRENEURSHIP DEVELOPMENT Code: RMB 402 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  To provide basicunderstanding ofentrepreneurshipconcept, functions of entrepreneurs, and problems faced by them in the real world.  To impart understanding of basic entrepreneurial skills and knowledge, and acquaint themwith special forms of entrepreneurial trends.  To expose students to the entrepreneurial environment, creating awareness of business opportunities, and familiarizing them with formal practices in effective business plan formation.  To provide insights to students on entrepreneurial opportunities, government support services and government policies.  To familiarize students with SME sector activities, venture capital financing and international entrepreneurial opportunities. Unit 1 (8 Hours) Introduction: Meaning, definition and concept of entrepreneur, entrepreneurship and entrepreneurship development. Factors affecting entrepreneurship, characteristics and skills of an entrepreneur, entrepreneur v/s manager. Evolution of entrepreneur, Entrepreneurship, concepts of intrapreneurship, types of entrepreneurs, functions of entrepreneur, advantages of becoming an entrepreneur, entrepreneurial decision-process, challenges faced by entrepreneurs,common mistakes in entrepreneurship, and changing role of entrepreneur.Women enterprises, social, and rural entrepreneurship. Unit 2 (9 Hours) Entrepreneurial Finance, Assistance and Entrepreneurial Development Agencies:Estimating financial funds requirement; Sources of finance – banks, various financial institutions (including IFCI, ICICI, IDBI and SIDBI), financing of small scale industries in developing countries. Role of central government and state government in promoting entrepreneurship with various incentives, subsidies, grants, export oriented units – fiscal & tax concessions, other government initiatives and inclusive entrepreneurial growth.Financing of small scale industries in developing countries.Overview of MSME policy of government in India. Role of agencies assisting entrepreneurship: DICs, SSIs, NSICs, EDII NIESBUD, NEDB, Entrepreneurship Development Institute (EDI). New initiatives taken by government to promote entrepreneurship in India at larger scale. Unit 3 (8 hours) Developing Entrepreneurial Mind-set:Idea generation- sources and methods, identification and classification of ideas. Individual creativity: roles and process; idea to business opportunity. Entrepreneurial motivation, meaning of entrepreneurial competencies, major entrepreneurial competencies, developing entrepreneurial competencies. Opportunity assessment,business opportunities in various sectors, challenges of new venture start-up, reasons for failure; how to begin with low investment. Unit 4 (6 hours) Developing a Business Plan: Environmental Scanning and SWOT analysis, and. The business plan as an entrepreneurial tool, Business Planning Process: elements of business planning, preparation of project plan, components of an ideal business plan – market plan, financial plan, operational plan, and, Feasibility Analysis – aspects and methods: Economic-analysis, financial analysis, market-, and technological feasibility. Unit 5 (5 hours) Launching a New Venture: Steps involved in launching a business (Process charts), Various Forms of business ownership, Registration of business units; start-up to going IPO; revival, exit and end to a venture. Text Books 1. Holt, David H., Entrepreneurship: New Venture Creation, Person. 2. Khanka, S.S.; Entrepreneurial Development; S. Chand and Co. Reference Books 1. Kumar, Arya; Entrepreneurship; Pearson Education. 1. 2.Desai, Vasant; Dynamics of Entrepreneurial Development and Management; Himalaya Publishing 2. Blundel, R. and Lockett, N.; Exploring Entrepreneurship Practices and Perspectives; Oxford Publications. 3. Hisrich, D. Robert, Peters, Michael P. and Shepherd, Dean A.; Entrepreneurship; McGraw-Hill Education. 4. Dollinger, M. J.; Entrepreneurship: New Venture Creation; PHI Learning. Course Outcome:  There will be ability tounderstand the context of entrepreneurial activities so as to undertake them in due course of time.  There will be ability tofocus on key strengths and potentials that students can convert into entrepreneurial competencies for their future careers.  They shall be able toidentify future business opportunities indifferent business environments and plan a business process.  They will be able toidentify and seek help from different levels and types of state and national level agencies.  They will be able to apply their entrepreneurial capabilities in the SME sector, deploy knowledge of venture capital financing and exposure to international entrepreneurial opportunities. Sn Entrepreneurial skills Measuring Tools 1 Project Report Preparation Workshop, Discussion, & Exercise 2 Estimation of Enterprise Finance Presentation of Financial Feasibility Report 3 New Idea Development and Discussion &Business Plan Commercialization Presentation  Talent Management Code: RMB HR 01 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  This course focuses on the attraction, acquisition, and retention of talent in organizations.  In particular, the module will focus on the alignment of the talent management process with business strategy, with culture, and with people.  Aim is to discuss the issues from two perspectives: managing talent in organizations as well as managing one’s own talents as an individual.  In addition, the course will cover the negotiation problems that managers may face in decision-making processes; for example, the hiring negotiation, the promotion negotiation, the firing decision, and HR-relevant cross-cultural negotiation issues. Unit 1 ( 6 hrs) Introduction to Talent Management: Introduction, Meaning & Objectives, Role of Talent Management in building sustainable competitive advantage to a firm, Key Processes of Talent Management, Recruitment, Selection, Human Resource Planning, Retention, Talent vs. knowledge people, Source of Talent Management, Consequences of Failure in Managing Talent, Some suggestive tools for Managing Talent. Unit 2 ( 8 hrs) Talent Acquisition: Job analysis-Method of collecting information, developing questionnaires, interviews, developing job description & job specification. Developing HR planning process (using MS-Excel and quantitative tools). Evaluation of factors affecting HRP, Strategic view of recruitment & selection. Talent Acquisition, Recruitment Process, Strategic Trends in Talent Acquisition, Talent acquisition management solutions. Unit 3 (7 hrs) Employee Engagement: Preparing recruitment plan, E-recruitment (using various job portals), searching & downloading applicant profile by using job portals, selecting recruitment source, preparing recruitment budget, employer branding, formulating a recruitment strategy (specifically for Managerial/Executive jobs),Selection process, Use of assessment centres, selection errors & minimising selection errors, Reliability & Validity tests, Choosing the types of interviews. Unit 4 ( 8 hrs) Employee Retention: Comprehensive approach to Retaining employees, Managing Voluntary Turnover, dealing with Job Withdrawal, Strategic Compensation plan for Talent Engagement, Defining the Elements of Total Rewards, Integrated Rewards Philosophy, Designing Integrated Rewards, Sustainable Talent Management and Reward Model. Unit 5. ( 7 hrs) Emerging Trends in HR: Human Resource Audits, Human Resource Information System (HRIS), Human Resource Accounting (HRA), Contemporary development, and Cultural development, Business Process Re-engineering, Contemporary Talent Management Issues and Challenges. Employability Skills: Functional Skills Measurement 1. Laying foundation of critical thinking Cases+ Exercise Skills 2. Developing students to strategically Exercise+ Case formulate talent management tools. 3. Developing analysis of multiple Case/Workshop perspectives of Talent Management 4. Developing an understanding of how Case to manage other people (i.e. their subordinates or peers) and themselves with regard to career-related issues. Text Books: th  Dessler Gary, A Framework for Human Resource Management, Pearson Publication, 7 Edition.  Dessler Gary, Varkkey Biju, Fundamentals of Human Resource Management, Pearson th Publication,14 Edition References:  Rao VSP, Human Resource Management, Vikas Publishing, New Delhi  K.Aswathappa – Human Resources and Personnel Management, Tata McGraw Hill  Robbins SP, Timothy A, Judge & Sanghi Seema, Organizational Behaviour, Pearson Education, New Delhi ,13th edition.  Lance A Berger, Dorothy R Berger,Talent Management Hand Book, McGraw Hill  Hasan, M., Singh, A. K., Dhamija, S. (eds.), Talent management in India: Challenges and opportunities, Atlantic Publication  Performance & Reward Management Code: RMB HR 02 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives  Articulate the benefits of using a performance development plan and the consequences of not having one in place.  Distinguish the elements of an effective, integrated performance development system.  Devise “SMART” annual performance objectives (e.g., objectives that are specific, measurable, attainable, relevant and track able).  To familiarize the students with the concept of competency mapping and understanding its role in career development.  To familiarize students with various aspects of compensation system in India and make them understand various issues linked with the process of fixing salary dearness allowance, bonus, incentive scheme and benefits. Unit1: (7 hours) Introduction to Performance Management System Meaning, Uses and purpose of performance management, how it differs from performance appraisal, Performance management and its challenges in current scenario, Performance management as a system and process, Establishing performance criterion of developing an effective appraisal system, Criteria (KRA, KSA VS KPI), why performance appraisal, Unit2: (6 hours) Managing Performance Methods of managing performance of all the levels of management- 360 degree performance appraisal, MBO and, Performance analysis for Individual and organizational development, Unit3: (6 hours) Contemporary Issues Potential appraisal, competency mapping & its linkage with career development and succession planning, Balance score card- advantages and applications. Unit 4: (7 hours) Reward System Compensation- Definition, Function, significance. Job evaluation, methods of job evaluation, inputs to job evaluation, its practical implication for technical/non technical and executive/managerial positions, and significance of wage differentials. Unit 5: (7 Hours) Compensation: Method of pay and Allowances Pay structure: Basic Pay, DA, HRA, Gross Pay, Take home pay etc. Methods of payments- Time and piece rate. Fringe benefits & other allowances- overtime, city compensatory, travelling etc. Overview of minimum wages Act- 1948 and Equal Remuneration Act-1976. Regulatory compliance including wage and pay commissions, incentive scheme-individual, group, profit sharing- co- partnership- stock option: ESOP, welfare Measures- Statutory & non- Statutory, social security schemes- ESIS, PF, Pension, Insurance, Gratuity and Maternity Benefits. Unit 6: (7 Hours) Practical: Preparation of pay roll on excel sheet for executive and managerial position. New practices of compensating employees. (Eg flexi wage system) (3 hours)  Course Outcome 1. Students will be able to explain the concept of performance management system and its relevance in the organization. 2. They have the ability to explain the different methods adopted by the organizations and different methods used for different level of employees. 3. They have the ability to explain the relevance of competency mapping and understanding its linkage with career development. 4. Students will be able to explain how to prepare pay roll on excel and also various aspects of compensation system in India. Employability skills Skills Measuring Tools Ability to integrate employee Exercises performance to business performance Preparing Pay roll Workshop, Exercise Developing performance appraisal form Exercises and performance standards Reference Books: 1. Michael, Armstrong (1999). Performance Management. Kogan Page. 2. Chadha, P. (2003). Performance Management: It’s About Performing Not Just Appraising. McMillan India Ltd. 3. Performance Management: Robert Bacal, McGraw-Hill Education, 2007 Text Book: 1. Performance Management and Appraisal Systems: HR Tools for Global Competitiveness by T.V. Rao. New Delhi, Response Books, 2007. Magazines ICFAI Journals Business Manager Websites: People Matters www.shrm.org  INDUSTRIAL RELATIONS & LABOR LAWS Code: RMB HR 03 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  To Provide conceptual framework of Industrial Relation  To make students aware with the Indian Labour legislation  To make students aware with the basic requirements and mandate of labour legislations Unit 1: Introduction: Concept, objectives, functions, significance & aspects of Industrial Relations Emerging challenges of IR in India, Linking Industrial Relations with economic growth of a country, Trade Unionism: Development of trade unionism, functions, type and structure, problems & suggestive remedial measures of trade unions, The Trade Unions Act 1926- objectives, recognition and registration, Industrial Democracy & Participative Management Unit2: Collective Bargaining: Significance, types & Procedure of collective bargaining Discipline: The Industrial Employment (Standing Orders) Act 1961, Misconduct, Disciplinary Action, Types of punishments, Code of Discipline, Domestic Enquiry, Grievance Function in IR: Grievance Settlement Procedure, Industrial Disputes: Preventive & Settlement Machinery in India Unit 3 The Factories Act, 1948 & The shop & Establishment Act 1948 The Payment of Wages Act, 1923 The Workmen’s compensation Act, 1972 The Industrial Disputes Act, 1947 Unit 4 The Payment of Minimum wages act 1936 The Contract Labor (Abolition & regulative) act The ESI Act, 1948 The Trade unions act, 1926 Unit 5 The payment of Bonus Act, 1965 The payment of Gratuity Cat, 1972 The Maternity Benefit Act, 1961 Employee’s Provident fund & Miscellaneous Provisions Act, 1952. Text Books: 3. Mamoria CB, Mamoria, Gankar - Dynamics of Industrial Relations (Himalayan Publications, 15th Ed.) 4. Singh B.D. - Industrial Relations & Labour Laws (Excel, 1st Ed.) Reference Books: 1. Srivastava SC - Industrial Relations and Labour Laws (Vikas, 2000, 4th Ed.) 2. Venkata Ratnam – Industrial Relations (Oxford, 2006, 2nd Ed.) 3. Monappa Arun, Industrial Relations Websites: www.labour.nic.in www.hrmguide.net Skills Measuring Tool Ability to identify the mandate (about Exercise + workshop dates) of the laws Ability to identify the mandate (Forms) of Class room discussions the laws Ability to have a safeguard from the Exercise + workshop penalty imposed on employer due to Legislation  Training & Development Code: RMB HR 04 Course Credits: 3 Teaching Hours: 36 Hrs Course Objective: The course aims at exposing the learner to the Concept and practice of training and development in the modern organisational setting through the pedagogy of case discussions and recent experiences. The design of the course aims to provide an experimental, skill- based exposure to the process of planning, organizing and implementing a training system. Unit I (6 Hours) Introduction: Concepts and Rationale of Training and Development; Difference between Training, Development & Education, overview of training and development systems; organizing training department; training and development policies; linking training and development to company’s strategy; Requisites of Effective Training ; Role of External agencies in Training and Development. Unit II (6 Hours) Training Needs Assessment (TNA): Meaning of TNA, Purpose and Methods of TNA, TNA at different levels, the Need Assessment Process – Organizational Analysis, Person Analysis, Task Analysis, Output of TNA. Unit III (8 Hours) Learning Theories and Program Design: Introduction to learning, Learning Theories – Reinforcement Theory, Social Learning Theory, Goal Theory, Need Theory, Expectancy Theory, Information Processing Theory, Process of Learning, Consideration in designing effective training programs, organizational learning vs. Learning organization. Unit IV (8 Hours) Designing, Conducting & Evaluation of Training Program: Areas of training, Types of training, System’s Approach to Training, Training Methods, Make or Buy Decision, Designing a training program, contents & scheduling, study material, selecting a trainer, deciding method of training, Costing & Training Budget, Types of Teaching Aids in Training, Training Evaluation & Methods of Training Evaluation, Training Effectiveness Models - Kirkpatrick Model of Training Effectiveness, CIRO Model. Unit V (8 Hours) Executive Development: Importance of Executive Development, Steps in the organization of a management Development Program/ Executive Development Program, Methods/ Techniques of Management Development Program, Training & Development in Indian Industry, Special Issues in Training & Development – Legal Issues, Cross Cultural Preparation, Managing Workforce Diversity, Sensitivity Training, Succession Planning. Skills Measuring Tools Ability to identify and apply the Exercise knowledge of subject practically in Workshop real life situations Quiz Classroom Discussions Course Outcomes: After successful completion of the course, the students must be in a position to address:  The field of Training and Development and its role in optimizing performance.  Applying theoretical concepts and models to training design.  Designing training interventions using a variety of methodologies.  Evaluating the effectiveness of training & development interventions.  Assessing whether training & development is a viable career option. Refrences: Books: 1. Noe, Raymond A., and Amitabh Deo Kodwani, Employee Training and Development, Tata McGraw Hill, 5th Edition, 2012. rd 2. Rao VSP, Human Resourse Management, Excel Books Publication, 3 Edition. 2013. 3. Rolf, P., and Udai Pareek, Training for Development, Sage Publications Pvt. Ltd. 4. Blanchard, P. Nick, James W. Thacker and V. Anand Ram, Effective Training: Systems, Strategies, and Practices, Dorling Kindersley (India) Pvt. Ltd. 5. Jack J. Phillips, Hand book of Training Evaluation and Measurement Methods, Routledge. 6. Dayal, Ishwar, Management Training in Organisations, Prentice Hall.  Negotiation & Conflict Management Code: RMB HR 05 Course Credits: 3 Teaching Hours: 36 Hrs Course Objective: To familiarize the learners with the dynamics of collective bargaining in the industrial relations environment in the country and to impart them relevant skills in effective negotiations so as to help in managing unions effectively.. Unit I (8 Hours) Conflict: Meaning and Source of Conflict, Types of conflict, patterns, levels, and; traditional and modern approaches to conflict; Functional and dysfunctional conflicts; Conflict Process, Management of conflict – Resolution & Stimulation Techniques, Dual Concern Model of Conflict Resolution Unit II (6 Hours) Dealing with Conflict: Four myths about conflict, Team Conflict, Understanding individual styles for handling Inter Personal Conflict, Cross – Cultural differences in Approaches to Conflict, Importance of Emotional Intelligence. Unit III (8 Hours) The Negotiation Process – Gaining leverage through power & persuasion: Elements of Negotiation, Multiparty Negotiations, Stages of Negotiation Process; Levels of Negotiation; Issues for Negotiation; Preparation for Negotiations, Types, strategies and tactics in negotiation. Bargaining & Negotiation: Differences and similarities. BATNA, Context of Mediation, Conciliation, Arbitration; Principles of persuasion; Persuasion Strategy and its effectiveness. Unit IV (8 Hours) Negotiation Skills for Effectiveness: Need for developing Negotiation skills, Breakdown of Negotiation: Causes and Consequences; Third Party Intervention, Impasse and Alternative Dispute Resolution (ADR), What causes Impasse and Intractable Negotiations, characteristics that make a Negotiation more intractable, Effective Negotiation: Mutual Trust and Understanding; Challenges for effective negotiators.. Unit V (6 Hours) The influence of culture and gender on negotiations: Understanding cultural differences in negotiation; Hofstede’s Cultural Dimensions, GLOBE study on cultural dimensions, Gender issues in negotiations; role of cross-cultural differences in Negotiations; Seven pillars to negotiational wisdom. International Negotiations, Best practices in negotiations. Skills Measuring Tools Exercise Ability to identify and apply the Workshop knowledge of subject practically in Quiz real life situations Classroom Discussions Course Outcome:  Understanding the central concepts of negotiation and conflict.  Providing experience in the negotiation and conflict management process.  Effectively diagnosing and planning for different types of negotiation situations.  Developing negotiating skills and confidence in a variety of contexts. References: Books: 1. Carrell. R. Michael & Heavrin Christina Heavrin, Negotiating Essentials: Theory, Skills, and Practices, Pearson Education New Delhi, 2008 th 2. Lewicki J. Roy, Saunders M. David, Berry Bruce, Negotiation, Mc Graw Hill, 5 Edition, 2011. 3. Cohen, S. Negotiating Skills for Managers. McGraw Hill Professional 4. Bray M, Deery.S, Walsh.J, and Waring P, Industrial Relations: A Contemporary Approach, Tata Mc Graw Hill. 5. Udai Pareek: Understanding Organizational Behaviour, Oxford Press Websites: http://www.skillsyouneed.com/ips/negotiation.html http://www.skillsyouneed.com/ips/conflict-resolution.html  Sales & Distribution Management Code: RMB MK 01 Course Credits: 3 Teaching Hours: 36 Hrs Objectives:  To build knowledge, understanding, and skills in Sales and Distribution management.  Enable development and implementation of Sales and Channel management strategies.  Help analyze decision alternatives and criteria in the context of realistic problem situations in Sales and Channel management. UNIT 1: (5 Hours) Introduction to Sales Role of selling in marketing, Personal selling, Salesmanship and sales manager, Types of sales personnel, Characteristics of a successful salesman, Theories of selling, Process of effective selling. UNIT 2: (5 Hours) Building Sales Organization Types of sales organizations and their structure, Functions and responsibilities of sales person, filling sales positions, Recruitment, Selection, Training and Development. UNIT 3: (9 Hours) Leading Sales Organization Sales force motivation, Sales force compensation, Designing incentives and contests, Sales forecasting, Sales budget, Sales quota, Sales territory, Building sales reporting mechanism and monitoring, Sales force productivity, Sales force appraisal. UNIT 4: (9 Hours) Channel Planning Marketing channels, Structure and functions, Marketing channel design, Service output, Supply side channel analysis, Channel flow and efficiency analysis, Channel structure and intensity analysis, Forward and reverse logistics, Gap analysis. UNIT 5: (8 Hours) Managing the Marketing Channels Channel incentives and margins, Channel power, Managing channel conflict, Motivating channel members, Channel coordination, Strategic alliances, Vertical integration, Overview of retailing, Wholesaling and franchising. Text Books 1. Spiro, R.L., Stanton, W.J.and Rich, G.A.; Management of Sales Force; McGraw-Hill Education 2. Havaldar, K.K., and Cavale, V.M.; Sales and Distribution Management; McGraw-Hill Education Reference Books 1. Still, R.R., Cundiff, E.W. and Govani, N.A.P.; Sales Management; Pearson Education 2. Coughlan, A. T., Anderson, E., Stern, L. W. and El-Ansary, A. I.; Marketing Channels; Pearson Education 3. Panda, T.K., and Sahdev, S.; Sales and Distribution Management; Oxford University Press 4. Futrell, C.M.; Sales Management; Cengage Learning 5. Rosenbloom, B.; Marketing Channels; Cengage Learning Course Outcomes:  Students will develop the skills in Sales force management and Distribution Channel management.  Acquainted with better understanding of implementation of Sales and Channel management strategies.  Develop analytical skills for effective decision alternatives in Sales and Channel management problems.  CONSUMER BEHAVIOUR Code: RMB MK 02 Course Credits: 3 Teaching Hours: 36 Hrs COURSE OBJECTIVES At the conclusion of this course, the student should be able to:  Define external influences on buying behavior (culture, demographics, social status, reference groups, purchasing groups, management influence).  Define internal influences on buying behavior (belief, attitude, perception, preference, personality, and emotions).  Explain the decision making process and how it relates to consumers and industrial buyers.  Understand the self-concept and lifestyle and their influences on purchasing decisions.  To apply consumer theories to the real marketing context. UNIT-I INTRODUCTION TO CONSUMER BEHAVIOR (8 hrs) Introduction to Consumer Behaviour; Applications of consumer behaviour knowledge in marketing. Contributing disciplines and area like psychology, social psychology, economics, anthropology etc. Consumer Behavior in the Contemporary Environment: Changing face of consumer behavior under the scenario of globalization, technological changes, new retailing environment, etc. Consumer behavior in electronic markets: opportunities, issues and challenges. UNIT-II CONSUMERS AS INDIVIDUALS (8 hrs) Personality in Consumer Behavior: Aspects of Personality & Impact on Consumer Behavior. Personality Theories. Consumer Personality & Brand Personality, Self Concept – Types & Applications. Consumer Needs & Motivation: Needs & Wants, Motives, Maslow’s Needs & Consumer Behavior. Consumer Perception: Perception Process & Involvement, Sensation & Sensory Thresholds, Selective Perception, Common Perceptions of Colours, Interpretation – Semiotics. Perceived Risk. Perceptual Positioning & Perceptual Mapping. Consumer Attitude Formation & Change: Attitude functions. Tri component attitude model, hierarchies of attitude components. Multi attribute attitude models. Changing consumer attitudes. Consumer Learning: Applications of behavioral learning theories and cognitive learning theories to consumer behavior. UNIT-III CONSUMERS IN THE SOCIAL CONTEXT (8 hrs) Reference Groups: Consumer socialization process. Types of reference groups, their nature of power & influence. Effect of reference groups on product & brand purchase. Opinion leaders – their role & types. Identifying opinion leaders. Family, Gender & Age Influences: Family decision making roles. Role of gender and age in family decision making. Family life cycle and consumer decisions. Social Class & Consumer Behavior: Social class – its components & impact on consumer behavior. India’s socio economic classification. Influence of social mobility on consumer behavior. Cultural Influences on Consumer Behavior: Characteristics of culture, application of cultural learning & rituals in consumer behavior. Types of subcultures in the Indian context. Cross-cultural influences. Cultural lessons in international marketing.  UNIT-IV CONSUMER DECISION MAKING (6 hrs) Types of decision making & involvement. Information search pattern & marketing strategy. Types of choice models – multi attribute, conjunctive, disjunctive, lexicographic & elimination by aspects. Modeling consumer decision making – Howard Sheth model, Nicosia model and Engel Blackwell Miniard model. UNIT-IV CONSUMER POST-PURCHASE BEHAVIOR (6hrs) Post-Purchase Behavior: Satisfaction/dissatisfaction – loyalty/nonuse or complaint behavior. Post purchase dissonance – causes and approaches to reducing the same. Measuring satisfaction, handling complaints, achieving customer loyalty. Organizational Consumer Behavior: Organizational buying roles, buying situations & buying processes. Influences on organizational buying behavior. Text Books: 1. Consumer Behavior, Schiffman, L. G. and Kanuk, L. L., Pearson. Reference Books 1. Consumer Behavior, Hawkins et al., McGraw Hill. 2. Consumer Behavior, Blackwell et al., Thomson. 3. Consumer Behavior, Solomon, Prentice Hall. 4. Consumer Behavior, Concepts & Applications; Loudon, David / Bitta, Albert Della, Tata Mc Graw Hill. EMPLOYABLE SKILLS: Skill Measurement tool Understanding of consumer as Quiz, role play followed by class discussion Individual Understanding of consumer in Role play, presentations group/society Understanding of consumer Case study analysis, group project decision making and post- purchase behavior COURSE OUTCOMES  Understand the three major influences on customer choice: the process of human decision making in a marketing context; the individual customers make up; the environment in which the customer is embedded;  Develop the cognitive skills to enable the application of the above knowledge to marketing decision making and activities  Be able to demonstrate how concepts may be applied to marketing strategy  DIGITAL MARKETING Code: RMB MK 03 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  To help students understand digital marketing practices, inclination of digital consumers androle of content marketing.  To provide understanding of the concept of E-commerce and developing marketing strategies in the virtual world.  To impart learning on various digital channels and how to acquire and engage consumers online.  To provide insights on building organizational competency by way of digital marketing practices and cost considerations.  To develop understanding of the latest digital practices for marketing and promotion. Unit 1 6 hours Introduction to Digital Marketing: The new digital world - trends that are driving shifts from traditional marketing practices to digital marketing practices, the modern digital consumer and new consumer’s digital journey. Marketing strategies for the digital world - latest practices. Unit 2 9 hours E-Commerce and Internet Marketing: Introduction to E-marketing, online marketing-mix, online consumer, customer relationship management in the virtual world, online branding, traffic building and E-commerce, Managing content in a digital age – content planning and writing. Consumer buying behaviour in the digital-age, and factors affecting consumer behaviour. Unit 3 8 hours Acquiring & Engaging Users through Digital Channels: Understanding the relationship between content and branding and its impact on sales, search marketing, mobile marketing, video marketing, and social-media marketing. Online campaign management; using marketing analytic tools to segment, target and position; overview of search engine optimization (SEO). Unit 4 7 hours Designing Organization for Digital Success: Digital transformation, digital leadership principles, online P.R. and reputation management. ROI of digital strategies, how digital marketing is adding value to business, and evaluating cost effectiveness of digital strategies Unit 5 (6 hours) Digital Innovation and Trends: The contemporary digital revolution, digital transformation framework; security and privatization issues with digital marketing Understanding trends in digital marketing – Indian and global context, online communities and co-creation, future of marketing gamification and apps. Text Books 1. Vandana, Ahuja; Digital Marketing, Oxford University Press India (November, 2015). 2. Eric Greenberg, and Kates, Alexander; Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment; McGraw-Hill Professional (October, 2013). 3. David Whiteley; E-Commerce: Strategy, Technologies and Applications, Mcgraw Hill Education. Reference Books st 1. Menon, Arpita; Media Planning and Buying; McGraw Hill (1 Edition, 2010) 2. Arnold, George; Media Writer's Handbook: A Guide to Common Writing and Editing th Problems; McGraw-Hill Education; (5 edition, 2008) 3. Ryan, Damian; Understanding Digital Marketing: marketing strategies for engaging the rd digital generation; Kogan Page (3 Edition, 2014). Expected Course Outcomes:  It will develop proficiency in interpreting marketing strategies in the digital age and provide fundamental knowledge for working in an online team.  It will enable them to develop various online marketing strategies for various marketing-mix measures.  It will guide them to use various digital marketing channels for consumer acquisition and engagement.  It will help in evaluating the productivity of digital marketing channels for business success.  It will prepare candidates for global exposure of digital marketing practicesto make them employable in a high growth industry.  MARKETING OF SERVICES Code: RMB MK 04 Course Credits: 3 Teaching Hours: 36 Hrs COURSE OBJECTIVES  To develop an understanding of the basic concepts and issues in service marketing.  To build a working service marketing vocabulary so as to understand and discuss marketing concepts in business settings.  To learn about key characteristics of service and service processes, customer service experiences, the role of internal stakeholders in service delivery, and organizational challenges of managing service.  To strengthen the ability to justify and support decisions through information acquisition and management.  To provide an understanding of how service customers determine value in a service exchange and how this translates into a satisfied customer base. UNIT- 1 INTRODUCTION TO SERVICES MARKETING (8 hrs) Introduction: Definition, Characteristics and Classification of Services, Difference between Product and Services Marketing, Paradigms in Services Marketing, Present Marketing Environment, Services Marketing Mix: Understanding the 7 P’s, Strategies for Services Marketing: Segmentation, Targeting & Positioning, Differentiation. UNIT- 2 UNDERSTANDING CONSUMER BEHAVIOR AND SERVICE DESIGN (7 hrs) Understanding Consumer Behavior: Services vis-à-vis goods, Consumer Behavior in Services, Customer Expectations and Perceptions of Services – Evaluation of services. Service Development Design & Standards: New Service Development Process – Basic service to potential service, Customer Defined Service Standards, Demand and Capacity Management. UNIT- 3 DELIVERING, PRICING AND MANAGING SERVICE PROMISE (7 hrs) Delivering Services: Role of Employees and Customers in service delivery; Role of Intermediaries, Service process – Blue printing – Physical evidence. Pricing of Services: Pricing Considerations and Strategies, Revenue Management. Managing Service Promise: Role of Advertising, Personal Selling, Sales Promotion, Publicity and Public Relations. UNIT- 4 SERVICE PERFORMANCE (7 hrs) Evaluating Success of Service Offering: Service quality and measurement, Complaint handling, Recovery management, Service Guarantees. Role of CRM, The Gaps Model Of Service Quality. UNIT – 5 OVERVIEW OF CURRENT TRENDS IN SERVICE INDUSTRIES (7 hrs) Understanding of Current Trends in Service Industries: Financial, Hospitality, Health, Telecom, Consultancy, Logistics, Education, NGO, Public Utilities, ITES (IT enabled Services), Travel & Tourism, e-Services and Professional Services. Text Book 1. Services Marketing, Zeithaml Valerie and Mary Jo Bitner, Gremler & Pandit, Tata McGraw Hill. Reference Books 1. Services Marketing, Lovelock, Christopher. PrenticeHall. 2. Services Marketing, Nargundkar, Rajendra. Tata McGraw Hill. 3. The Essence of Services Marketing, Adrian Payne. PHI. 4. Services Marketing, Ravi Shankar. Excel Publishing COURSE Outcome  Understand and explain the nature and scope of services marketing;  Use critical analysis to perceive service shortcomings in reference to ingredients to create service excellence;  Be able to identify critical issues related to service design, such as identifying and managing customer service experience, expectations, perceptions and outcomes  Provide a theoretical and practical basis for assessing service performance using company examples;  Identify and discuss characteristics and challenges of managing service firms in the modern world  Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system. EMPLOYABLE SKILLS Skill Measurement tool Understanding of Presentations, Quiz fundamentals of services Understanding of consumer Role Play followed by discussion behavior in services Designing and delivering Group assignment, Case study analysis Services Service quality measurement Group project, presentations Service performance analysis Quiz, Debate, Case study analysis  Integrated Marketing Communication Code: RMB MK 05 Course Credits: 3 Teaching Hours: 36 Hrs COURSE OBJECTIVES : The objectives of this course.  To provide an understanding of integrated marketing communications (IMC) and its influences on other marketing functions and other promotional activities.  Help to understand what advertising is and its role in advertising and brand promotion.  Understand the importance of message design and the creativity involved in message designing.  Understand the concept of international advertising and media planning and strategy.  Help in exploration of tools of promotion like sales promotion , publicity, public relation etc. UNIT 1 (5 hours) Marketing Communication: Objectives of Marketing Communication, Functional areas of marketing communication. Integrated Marketing Communication (IMC): concepts and process , Factors contributing to IMC, Role of IMC in branding, IMC Partners, Promotion Mix, Integrating IMC in Marketing Mix ,Challenges in IMC,. UNIT 2 (9 Hours) Advertising Management: Meaning, Nature and Scope of Advertising, Classification of advertising, Process of Advertising, STP Strategies for Advertising , Communication Model with reference to Advertising, AIDA. Advertising campaigns , Fundamentals of Advertising Campaigns, The Creative Brief ,Big Idea, Getting Creative to find the Big Idea, , Advertising Appeal. Advertising Agencies – their role, functions, organization, Compensation, client agency relationship, Management of Advertising Agencies. UNIT 3 (8 Hours) Ad Budget , Ad Appropriation.Methods of Budgeting.Measuring Effectiveness of Advertisement , Legal and Ethical concepts and issues in Advertising, Advertising Research. Message Design-The Creative concept development; the creative processes of the different forms of IMC; Source of the message, Message integration UNIT 4 (8 Hours) International advertising and promotion: global vs local advertising, decision areas in international advertising, role of promotional mix elements in international marketing Media Planning and Strategy - Media Types and their characteristics; Setting Media objectives; Steps involved in media planning, ; Media Strategy; Cross media concept; and media research. UNIT 5 (6 Hours) Emerging Concepts and Issues in Marketing Communications: Programmatic, native advertsing, video, mobile, digital , Sponsorship, Role of E-Commerce in Marketing Communication. Corporate advertising , Advertorials and Infomercials. Public Relations – Types & Tools of PR, Sales Promotion – Different types of Sales Promotion, Publicity – Types of Publicity, Personal Selling, Direct marketing, Event Management, Unconventional Promotional methods COURSE OUTCOMES: Upon completion of the subject, students will be able to:  apply an IMC approach in the development of an overall advertising and promotional plan  able to prepare marketing communication budget.  enhance creativity, critical thinking and analytical ability through developing an integrated marketing communication campaign  create an advertising strategy that employs an appropriate message objectives.  develop insights into the characteristics of different forms of marketing communications such as advertising, sales promotions, public relations, point-of-purchase communications. TEXT BOOK 1. Kruti Shah & Alan D’ Souza :Advertsing & promotions an IMC perspective- Mc Graw Hill education 2. George E Belch & Michael A Blelch : Advertising and promotion- An integrated Marketing Communication Perspective-Mc Graw Hill Education 3. Siraj M Joseph & Rahtz Don R : Integrated Marketing Communication – A Strategic Approach, engage Learning 4. Kenneth Clow & Donald Baack : Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, Limited 5. Borden & Marshall : Advertising Management; MV Taraporevala Sons’ Co Pvt. Ltd, Richard D Irwin Inc. Homewood, Illinois REFRENCE BOOK 1. Chunawala & Sethia : Foundations of Advertising Theory & Practice; Himalaya Publishing House 2. Copley Paul : Marketing Communications Management Concepts & theories, Cases and Practices; Butterworth Heinemann Publication 3. Duncon : Integrated Marketing Communications, Tata McGraw Hills Skills Measuring tool Development of overall promotional plan Case study + Workshop Preparation of advertising budget Case study + Workshop Appropriate message designing Case study + Workshop  Elective: Finance Security Analysis & Portfolio Management Code: RMB FM 01 Course Credits: 3 Teaching Hours: 36 Hrs COURSE OBJECTIVE: This course will emphasize an understanding of the economic forces that influence the pricing of financial assets.  Understanding of investment theory will be stressed and tied in with discussion of applicable techniques such as portfolio selection.  The course material will cover formulae that can be applied in different business situations regarding active portfolio management.  To expose the students to the concepts, tools and techniques applicable in the field of security analysis and portfolio management.  To provide a theoretical and practical background in the field of investments. Unit I Investment (08 Hrs) Overview of Capital Market: Market of securities, Stock Exchange and New Issue Markets - their nature, structure, functioning and limitations; Trading of securities: equity and debentures/ bonds. Securities trading - Types of orders, margin trading, clearing and settlement procedures. Regularity systems for equity markets, Type of investors, Aim & Approaches of Security analysis. Unit II Portfolio Theory (10 Hrs) Risk & Return: Concept of Risk, Component & Measurement of risk, covariance, correlation coefficient, Measurement of systematic risk. Fundamental Analysis: Economic, Industry, Company Analysis, Portfolio risk and return, Beta as a measure of risk, calculation of beta, Selection of Portfolio: Markowitz’s Theory, Single Index Model, Case Studies. Unit III Capital Market & Asset Pricing (06 Hrs) Technical Analysis: DOW Theory, Support and Resistance level, Type of charts & its interpretations, Trend line, Gap Wave Theory, Relative strength analysis , Technical Versus Fundamental analysis. Nature of Stock Markets: EMH (Efficient Market Hypothesis) and its implications for investment decision. Capital market theorem, CAPM (Capital Asset Pricing Model) and Arbitrage Pricing Theory. Case Studies. Unit IV (08 Hrs) Bond, Equity and Derivative Analysis : Valuation of Equity Discounted Cash-flow techniques: Balance sheet valuation, Dividend discount models, Intrinsic value and market price, earnings multiplier approach, P/E ratio, Price/Book value, Price/sales ratio, Economic value added (EVA). Valuation of Debentures/Bonds : nature of bonds, valuation, Bond theorem, Term structure of interest rates. Unit V Active Portfolio Management (08Hrs) Portfolio Management and Performance Evaluation: Performance Evaluation of existing portfolio, Sharpe, Treynor and Jensen measures; Finding alternatives and revision of portfolio; Portfolio Management and Mutual Fund Industry.  SUGGESTED READINGS : Text Books : 1) Ranganatham - Security Analysis and Portfolio Management (Pearson Education, 2nd Ed.) rd 2) Chandra P - Investment Analysis and Portfolio Management (Tata Mc Graw Hill, 3 Ed) st 3) Bhatt- Security Analysis and Portfolio Management (Wiley ,1 Ed) 4) Pandian P - Security Analysis and Portfolio Management (Vikas, 1st Ed.) 5) Bodie, Kane, Marcus & Mohanti - Investment and Indian Perspective (TMH, 10th Ed) Reference Books th 1. William F. Sharpe, Gordon J.Alexander and Jeffery V.Bailey: Investments, (Prentice Hall, 6 Ed). 2. Donald E. Fischer and Ronald J.Jordan: Security Analysis and Portfolio Management, (Pearson th Education, 6 Ed) 3. Charles P. Jones, Investments Analysis and Management, (John Wiley & Sons, th 13 Ed).. 4. Edwin J. Elton, Martin J. Gruber: Modern Portfolio Theory and Investment Analysis, 9/e, John Wiley & Sons, 2001. 5. Sidney Cottle, Roger F. Murray, Frank E. Block, Graham and Dodd: Security Analysis, 5/e, Tata McGraw-Hill, New Delhi, 2002. Course Outcome: After completing this course , one is able to know how to: Value assets such as stocks and bonds. Manage investment portfolios. Optimally diversify portfolios. Allocate investments into stock and bond portfolios in accordance with a person's risk preferences. Measure the riskiness of a stock or a portfolio position. Adjustthe value of an asset to take into account the riskiness of the asset. Understand and critically evaluate investment advice from brokers and the financial press. Mandate to have basic knowledge about NSE and Glossary at BSE & NSE BSE Site Mandate to have some analytical ability to analyze various portfolios Exercise +Cases Mandate to have various mock exercises www.moneycontrol.com www.Valueresearch.com www.Yahoofinance.com  Tax Planning& Management Code: RMB FM 02 Course Credits: 3 Teaching Hours: 40 Hrs COURSE OBJECTIVE:  The present course aims at familiarizing the participants with the principles, problems and structure of different types of business taxes in Indian  Acquaint about the relevance of direct and indirect taxes in taking business decisions.  A broad understanding or role of taxation in economic and industrial development of an economy  A student of taxation will have to make a detailed study of tax policy and tax in India. Unit I Introduction (8 Hours) Definition: Cannons of Taxation Person, Assesse , Income, Previous Year, Assessment Year,Income Tax Important Dates and Forms. Tax Avoidance, Planning, & Evasion ,Residential Status & Tax Incidence: Individual Income Exempted from Tax , Income Tax Authorities- Their appointment- Jurisdiction- Powers and functions- Provisions relating to collection and recovery of tax- Refund of tax, appeal and revision provisions, offences and penalties. Unit II Heads Of Income (10 Hours) Computation of taxable income, Carry-forward and set-off of losses for companies, Heads of Income – Salaries, Income from House Property, Profits & Gains from Business or Profession, Capital Gains, Income from Other sources., Clubbing of incomes, Calculation of Taxable Income ,Tax Calculation including Surcharge and Marginal relief,Deduction, Rebate, Relief, Set Off & Carry Forward of Losses – Principles, Meaning, Inter – sources & Inter – head Set Off. Unit III Corporate Tax (8 Hours) Computation of taxable income, Carry-forward and set-off of losses for companies, Minimum Alternative Tax (MAT), Set-off and Carry-forward of Amalgamation Losses, Tax Planning for Amalgamation, Merger and Demerger of Companies, Tax Provisions for Venture Capital Funds Unit IV Central Excise Act, 1944& Sales Tax (8 Hours) Basics of Excise duty : Broker or Commission Agent, Central Excise Officer, Goods &Excisable Goods, Factory, Manufacture, Types of Excise duty, Excise Rates, Conditions for imposing Central Excise, Calculation of Excise duty, Provisions and procedure dealing with registration and clearance of goods- An overview of set-off of duty schemeCENEVAT,MODVAT and VAT, An Introduction to GST. Unit V Custom Act ,1962 (6 Hours) Customs Act 1962 and customs Tariff Act 1975, Basics of Custom Duty , Types of Custom Duty, Calculation of Custom Duty, Special Economic Zones,Principles governing levy and exemptions from customs duties – Classification and valuation of goods, provisions governing import and export of goods, Overview of law and procedure - Clearance of goods from the port, including baggage- Goods imported or exported by post, and stores and goods in transit- Duty drawback provisions SUGGESTED READINGS : Text Books : 1. Dr. Vinod K. Singhania& Dr. Monica Singhania Students Guide to Income Tax (Taxmann Publication ,Latest Edition according to assessment year)  2. Dr.B.K. Agarwal& Dr. Rajeev Agarwal Tax Planning and Management(NirupamPublication,Latest Edition according to assessment year) 3. Paolo M. Panteghini Corporate Taxation in a Dynamic World (Springer, Latest Edition) 4. GirishAhuja& Ravi Gupta Direct Tax Laws & Practice (Bharat Law House, Latest Edition) 5. Datey V.S. - Indirect Taxes – Law & Practice (Taxman ,Latest Edition) 6.E. A. Srinivas Corporate Tax Planning( Tata McGraw Hill, Latest Edition) Reference Books & Journals : 1. Dr.Vinod K. Singhania& Dr. KapilSinghania Students Guide to Income Tax (TaxmannPublication ,Latest Edition) 2. Parthasarathy Corporate Governance: Principles, Mechanisms & Practice (Wiley, Latest Edition ) 3. H. P. Ranina Corporate Taxation (Orient Law House, Latest Edition) 4.Balachandran- Indirect Taxes ( PHI, Latest Edition) 4..Income Tax Reports, Company Law institute of India PvtLtd(Chennai Latest Edition) 5. 6Taxman, Taxman Allied SerivesPvt Ltd.(New DelhiLatest Edition) Course Outcome:  After completing this course , the scope of tax planning concerning various business and managerial and strategic activities can be explored  Understand and critically evaluate their Tax and Tax planning  Understand how Excise and Custom tax can be calculated.  Measure Corporate Tax and Taxation in case of business restructuring  Have knowledge about various Tax Dates, Rates and Forms. Mandate to know about current income tax Income tax Rapidex, Current tax Rules Reporter Jodhpur Mandate to know about calculation of Cases + Exercise Income tax & various heads of Income Mandate to know about calculation of Exercise + Central Excise Tariff Act- custom and excise rates 1985 +Custom Tariff Act -1975  Financial Market and Commercial Banking Code: RMB FM 03 Course Credits: 3 Teaching Hours: 36 Hrs Course Objective:  To impart knowledge of the financial system of India, the role of important financial institutions, financial markets and financial instruments.  Familiarizing the students with the Indian Capital market, its operations, instruments regulations etc.  Helping students in acquiring analytical skills in the market analysis in the in the context of raising medium and long term funds  Familiarising the students with the operations of secondary market mechanism  Developing an appreciation among the students for the Banking services and products. SYLLABUS UNIT I : Introduction (3 Hours ) Structure of Indian financial system: An overview. Theories of the Impact of financial development and savings; Prior saving theory, Credit creation Theory, Theory of forced savings, Financial regulation theory, Financial liberation Theory. UNIT II: Financial Institutions (11 Hours) Reserve Bank of India: organization, management and functions, Recent monetary policy of RBI, Commercial banks: meaning, functions, present structure, types, e-banking and recent developments in commercial banking, NBFC, Sectorial financial institution NABARD, Exim Bank and PFC UNIT III: Financial Markets (8 Hours ) Money and capital market, Money market: meaning, constituents, functions of money market, Money market instruments: call loans, treasury bills, certificates of deposits, commercial bills, trade bills, Recent trends in Indian money market, Capital market: primary and secondary markets, their role recent developments, Government securities market, SEBI: objectives and functions. UNIT IV Financial Instruments and Foreign Investments (7 Hours) An overview of Shares, Debentures, Bonds, Zero-coupon bonds, Deep-discount bonds, Warrants. Derivatives: futures, and options swaps, ADRs, GDRs, IDRs. Foreign Investments Trends and implications, Regulatory framework for foreign investments in India. UNIT V: BANKING ( 7 Hours) Banking role and structure of banking in India, Products and services: Credit card ,Debit card Smart card ,Internet banking , mobile banking, Demand and time deposits, Types of collateral Savings account ,current account(CASA), Third party products :Life Insurance ,Mutual fund, Equity ,General Insurance Text Books 1. Bhole,L M ; Financial Institutions and Markets; McGraw-Hill Education 2. Pathak, Bharti V.; Indian Financial System; Pearson Education 3. Khan, M.Y.; Indian Financial System; McGraw-Hill Education 4. Varshney ,P.N ; Banking law and practice ; Sultan Chand and Sons Reference Books 1. Singh, S.P.; Indian Financial System; Wisdom Publication 2. Machiraju, H.R.; Indian Financial System; Vikas Publishing House 3. Desai, Vasant; Fundamental of Indian Financial System; Himalaya Publishing House 4. Varshney, P.N. and Mittal, D.K.; Indian Financial System; S. Chand and Co. Course Outcomes  The student will able to know about the functioning and working of various financial institutions in India thus in turn connecting it to the working of Indian economy.  Student will be able to gain knowledge about the working of various financial instruments in the primary and secondary market in India as well as foreign market.  Student will be able to gain knowledge about the banking industry and working of its various products.  Working Capital Management Code: RMB FM 04 Course Credits: 3 Teaching Hours: 36 Hrs Course Objectives:  To have a basic understanding of the concept and importance of sound working capital strategies of a firm.  To have an understanding of the impact of working capital policies relating to Cash management, inventory and receivables management on firm’s profitability.  To gain an insight into the sources of working capital financing. Unit- I : Introduction to Working Capital (10 Hrs) Nature, Scope and Definition of Working Capital, Types of working Capital, Determinants of working capital , Working Capital Cycle, Assessment and Computation of Working Capital Requirement, Profitability–Liquidity trade-off, Working Capital Policy - Aggressive & Defensive. Overview of Working Capital Management Unit - II : Management of Cash and Marketable Securities (8 Hrs) Meaning of Cash, Motives for holding cash, objectives of cash management, factors determining cash needs, Cash Management Models, Cash Budget, Cash Management: basic strategies, techniques and processes, Lock Box system and concentration banking, compensating balances ; Marketable Securities: Concept, types, reasons for holding marketable securities, alternative strategies, choice of securities; Cash Management Practices in India. Unit - - III: Management of Receivables ( 7 Hrs) Receivables: Nature & cost of maintaining receivables, objectives of receivables management, factors affecting size of receivables, policies for managing accounts receivables, determination of potential credit policy including credit analysis, credit standards, credit period, credit terms, etc; Collection Policies; Credit Management in India. Unit - IV: Inventory Management (7 Hrs) Inventory: Need for monitoring & control of inventories, objectives of inventory management, Benefits of holding inventory, risks and costs associated with inventories, Inventory Management: Minimizing cost in inventory, Techniques of Inventory Management - Classification, order quantity, order point , ABC Analysis etc Unit - V: Working Capital Financing (8 Hrs) Need and objectives of financing of working capital, short term credit, mechanism and cost-benefit analysis of alternative strategies for financing working capital : accrued wages and taxes, accounts payable, trade credit, bank loans, overdrafts, bill discounting, commercial papers, certificates of deposit, factoring, secured term loans, etc; Pattern and sources of Working Capital Financing in India with reference to Government policies, working capital control and banking policy- Deheja study group, chore committee , Tandon Committee. SUGGESTED READINGS :  Bhalla V.K - Working Capital management, Text and cases, Anmol th Publication, Delhi , 11 edition  Rangrajan - Working Capital management, Excel Books  Bhattacharya – Working Capital management , 2e, PHI  Periasamy - Working Capital Management –Theory & Practice, Himalaya  Rustagi - Working capital Management, Taxmann  Sharma - Working Capital Management ,Himalaya publication Skills Measuring tool Ability to prepare cash budget Exercise + Workshop Ability to Appraise various receivable policies Exercise + Workshop Ability to apply and understand inventory management techniques Exercise + Workshop Course outcome:  Evaluate comparative working capital management policies and their impact on the firm's profitability, liquidity, risk and operating flexibility.  Evaluate the importance of effective working capital management and its role in meeting the firm's strategic objectives and its impact in value creation.  Investigate funds flow cycles and their impact on working capital management objectives.  Compare and contrast the relative merits of alternative working capital policies and the likely short-term and long-term impact on the firm.  Formulate appropriate working capital management policies to achieve corporate objectives.  Apply corporate cash management, accounts receivable management, bank relations, and inventory management techniques to maximize the share holders' value.  Write a plan for a balanced integration of cash, credit and other short-term topics and policies.  Formulate and integrate an extended treatment on international working capital topics.  Financial Derivatives Code: RMB FM 05 Course Credits: 3 Teaching Hours: 36 Hrs Course Objective:  To make students aware of different types of Derivatives  To develop an understanding amongst students of financial derivatives and associated regulatory framework  To have an understanding of the derivative tools such as options, futures and their application to hedging. Unit – 1 Introduction to derivatives market; Definition, Evolution and features of Derivatives, Types of Derivatives, Forward , futures and options market, Forward market transactions , Forward contracts , Forward market in India , Hedging with forwards. Unit – 2 Forwards and Futures: Forward Contract, features of forward contracts Futures contract , types , functions , distinction between futures and forward , pricing of futures contract, Currency Futures , Hedging in Currency Futures , Speculation and Arbitrage in Currency Futures , Pricing of Futures, Cost of Carry Model , Application of Market Index , Index Futures in the Stock Market , Indian Derivatives Market. Unit – 3 Introduction to Options , Hedging with Currency Options , Speculation and Arbitrage with Options ,Pricing Options , General Principles of Pricing , Black Scholes option pricing Model Index Options , Hedging with Index Options, Speculation and Arbitrage with Index Options, Index Options Market in Indian Stock Market , Use of different option strategies to mitigate the risk Unit – 4 Financial Swaps, Managing Interest Rate Exposure, Interest Rate Swaps, Currency Swaps Interest Rate Futures, Forward Rate Agreement Employable skills : Skill Measurement tool Case study Analysis Derivatives & Develop a understanding of financial derivatives and associated regulatory Framework. understanding of the derivative tools such as options, futures and their application to hedging. Quiz Workshops References : 1. Thomas Susan, Derivatives Market in India; Tata McGraw Hill 2. Financial Derivatives : Theory, Concepts and practices by S.L. Gupta, PHI, 2005. 3. Financial Derivatives by S.S.S Kumar, PHI , 2007 4. Options, Futures and other Derivatives, John C. Hull; Prentice Hall of India; New Delhi, 1997. Websites: 1. www.bseindia.com 2. www.nseindia.com 3. www.sebi.com 4. www.careratings.com 5. www.crisil.com 6. www.icraindia.com 7. www.capitalmarket.com Course Outcome: Upon successful completion of this course, the student will:  Understand how derivative securities work and how they are traded.  Understand the principles of derivatives pricing, including the implications of arbitrage.  Be able to price forward and futures contracts using the cost of carry model.  Be able to value options using the binomial and Black-Scholes option pricing models.  Be prepared to use futures and options in financial risk management, speculation and arbitrage.  Learn important lessons from derivatives disasters.  Specialization Group: International Business International Marketing Code: RMB IB 01 Course Credits: 3 Teaching Hours: 36 Hrs COURSE OBJECTIVES : The objectives of this course are to  Provide understanding of the decision variables a marketing manager may use in an international marketing environment.  To gain experience in developing international marketing strategies.  Provide understanding of product and pricing decisions appropriate for international market.  Develop the basic skills needed to develop an international marketing communications plan and strategy,  Provide opportunities for practical implementation of the relevant concepts through analysing a variety of international business scenarios. UNIT 1 (6 Hours) Introduction, Importance and Challenges – Nature, Importance and scope of International Marketing, Domestic marketing vs. International marketing, International marketing management process , EPRG framework an overview: influence of physical, economic, socio-cultural, political and legal environments on International marketing information, scanning and monitoring global marketing environment; UNIT 2 (8 Hours) International Marketing Research Introduction, Concept of Marketing Research, Need for Marketing Research, Approach to Marketing Research, Scope of International Marketing Research, International Marketing Research Process, market surveys, marketing information systemInternational market segmentation, International positioning strategies, International marketing strategies International Market Entry Strategies Introduction, Different Entry Modes and Market Entry Strategies, joint Ventures, Strategic Alliances, Direct Investment, Manufacturing and Franchising. UNIT 3 (8 Hours) International Product Policy and Planning Introduction, Product Planning in International Markets,Packaging and Labelling, International Product Life Cycle, Branding decisions in international markets: standardization vs Adaptation , Protecting brand names Unit 4 (8 Hours) Internationa