Mba Syllabus For III IV Sem 2014-15

S-[F] SU-02 June-2014-2015 All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.
-III & IV
-1-
S-[F] SU-02 June-2014-2015 All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV
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Dr. Babasaheb Ambedkar Marathwada University Aurangabad

Revised Course Structure for Master in Business Administration (MBA)
Effective from June 2014
MBA III Semester

Elective
Compulsory Subjects
Periods
Distribution
Elective
SubjectTitle
ofMarks
CP301
BusinessPolicy&Strategic
Credits
Duration
Lect.
Tutorial
Int
Ext
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
50
50
100
Marks
Code
Total
ofExam
Management
CP302
DecisionSupportSystem
CP304
SummerTrainingProject
-4-
CourseCodeCP301:BUSINESSPOLICY&STRATEGICMANAGEMENT
CourseContents
UnitIIntroduction:
AnIntroduction,Definition,ConceptandCharacteristics,Militaryoriginsofstrategy
EvolutionConceptandCharacteristicsofstrategicmanagementMintzerbgs5Psofstrategy
Corporate,BusinessandFunctionalLevelsofstrategyStrategicManagementProcess.
Unit- II Strategic Intent & Strategy Formulation:
Vision, mission and purpose Business definition, objectives and goals Stakeholders in
businessandtheirrolesinstrategicmanagementCorporateSocialResponsibility,Ethicaland
SocialConsiderationsinStrategyDevelopment.
Unit-III Strategic & Portfolio analysis:
AnalyzingCompanysResourcesandCompetitivePositionOrganizationalCapabilityProfile
Strategic Advantage Profile Environmental Threat and Opportunity Profile (ETOP) Core
Competence, Porters Five Forces Model of competition. Synergy and Dysergy, BCG Matrix
GE 9 Cell Model Concept of Stretch, Leverage and fit. Distinctive competitiveness. The
McKinsey7SFramework.
Unit-IV Types of Strategies:
Generic Competitive Strategies: Low cost, Differentiation, Focus. Grand Strategies: Stability,
Growth (Diversification Strategies, Vertical Integration Strategies, Mergers, Acquisition &
Takeover Strategies, Strategic Alliances & Collaborative Partnerships), Retrenchment,
Outsourcing Strategies, Tailoring strategy to fit specific industry Life Cycle Analysis
Emerging,Growing,Mature&DecliningIndustries.
-5-
Unit-V Strategy Implementation & Evaluation
ProjectimplementationProceduralimplementationResourceAllocation,FunctionalIssues
Financial,Marketing,OperationsandPersonnelpolicies.Measurementofperformance,Roleof
organizationalsysteminevaluation.
Unit- VI New Business Models and Strategies for e_commerce
Characteristics of e_commerce, Business Models and Strategies, Internet Strategies for

traditionalbusiness,Keysuccessfactorsine_commerce.
BooksRecommended:
1. A.A.ThompsonA.J.ShriklandJ.E.Gamble,CraftingandExecutingStrategyA
testforcomeptitiveadvantage,TataMcGrawhill,4thEdition2005
2. Ranjan Das, Crafting the strategy : concept and cases in strategic management,
TataMcGrawHill,2004
3. KazmiAzher,BusinessPolicyandStrategicManagement,TataMcGrawHill2nd
Edition2003
4. SubhaRao P, Business Policy and Strategic Management, Himalaya Publishing
House1stEditionreprint2004
5. Pitts,RoberA&LeiDavid,StrategicManagement,Thomson,3rdEdition2003
-6-
CourseCodeCP302:
DecisionSupportSystem&ManagementInformationSystem
CourseContents
UnitI
Management Information System : Definitions Basic Concepts, Applications of Management
InformationTechnology.
UnitII
System & Design: Systems Development Initiative Different Methodologies Life Cycle &
PrototypeapproachDetailedstudyonLifeCycleDesign&implementationCaseStudy.
UnitIII
ManagerialDecisionMaking,Decisionmakingprocessproblemsolvingtechniqueshowdecisions
arebeingsupported,FeaturesofvariousCBIS.
UnitIV
DecisionSupportSystemAnOverview:Relevancescope ofDSS, characteristicandcapabilitiesof
DSS,ComponentsofDSS,ClassificationofDSS.
UnitV
Database Management System: Sources of data data models, Relevance of relational Data Base
DesigninDSS,ModelBaseManagementsystem:Typesofmodelsfunction,certainty,uncertainty,
risk,
-7-
UnitVI
Structure OR models, Simons model in information system, design simulation technique. Dialog
generation management system, DSS tools DSS generators specific DSS, Constructing a DSS:
StepsindesigningaDSS,buildingofMBMS.
BooksRecommended:
1. Keen, Peter G.W.: Decision Support System an Organizational Perspective Addison

WesleyPub.
2. Dr.AnwarAkther.:FundamentalstoDecisionSupportSystem,PacificPublication,Delhi,2011.
3. Krober,DonaldW.,andHugh.J.WatsonComputerBasedinformationSystemNewYork,1984
4. Davis L Michael W. AManagement Approach Macmillan Publishing Company,Prentice Hall,
NewJersey,1988.
5. AndrewP.DecisionSupportSystemEngineering,Sage,JohnWiley&Sons,NewYork,1991.
-8-
MBA III Semester

Elective
Financial Management
Periods
Elective
Code
SubjectTitle
ProjectPlanningAnalysis
&Management
WorkingCapital
OP306A
Management
OP305A
OP307A DirectTaxation
SecurityAnalysis&
PortfolioManagement
FinancialMarket&
OP309A
Services
OP308A
Lect. Tutorial
Distribution
ofMarks
Int
Ext
Total
Credits
Marks
Duration
ofExam
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
-9-
MBAIIISemester
Specialisation:Finance
ElectiveCode:OP305A Projectplanninganalysisandmanagement
Coursecontent:
UnitI
Projectmanagementconcept,itsfunctions,itscharacteristicsandenvironmental
scanningGenerationandscreeningofprojectideas,toolsforidentificationof
investmentopportunities,turnkeyprojects.Conceptofprojectfailureandthe
Causesofprojectfailure.
UnitII
Introductiontocapitalinvestments:concept,objectives,importance,limitations,
typesandcapitalbudgetingprocess,ProjectfinancinginIndia,publicsector
investmentDecisionsinIndia,problemsoftimeandcostoverruninpublicsector
enterprisesinIndia
UnitIII
Projectanalysis:marketanddemandanalysis,TechnicalAnalysis,Financial
Estimatesandprojections,projectRiskanalysisDecisiontreeAnalysis.Social
CostBenefitAnalysis,UNIDOapproach,littleMirrleesApproach,Shadow
prices
UnitIV
FacilitiesofferedbyGovernmentorganizationtopromoteprojects.
FinancialschemesofferedbyvariousfinancialinstitutionslikeCommercial
Banks,IDBI,ICICI,SIDBI,SFCs.
NetworkTechniquesforprojectmanagement:PERTandCPM,Assessmentof
theTaxburden,andProjectreviewandadministrativeAspects,
UnitV
Analysisandsolutionof10casestudyrelatedwithabovetopicsmustbe
discussedinclassroom.
- 10 -
BooksRecommended:
1. PrasannaChandra,Project,planningAnalysis,selection,financingimplementation
andreview,TataMcGrawHill,newDelhi
2. Desai,vasant,projectManagement,Himalayapublishinghouse
3. JohnM.Nicholas,ProjectManagementforBusinessandTechnology,Pearson
EducationIncNewDelhi
4. HarveyMaylor,projectManagementPearsoneducationinc.
5. NarendraSingh,projectManagementandcontrol,Hi9malayapublishinghouse
- 11 -
MBAIIISemester
ElectiveCode:OP306A WorkingCapitalManagement
Coursecontent:
UnitI
Workingcapitalfinancing:Shorttermandlongtermsourcesofworkingcapital
requirement, integrating working capital and capital investment process,
workingcapitalcontrolandbankingpolicy.
UnitII
Introduction: concept, classification, importance and objectives of working
capital, factors determining working capital requirement, estimating working
capitalrequirement,excessorinadequateworkingcapital.
UnitIII
Cash management: motives of holding cash and marketable securities, factors
determining the cash balances, cash budgeting, long term cash forecasting
currentaccountVScashcreditaccount,cashsystem,managingcashflows.Cash
collection system, objectives, design and types of collection system. Cash
Concentration strategies and its functions. Disbursement system, its tools,
functionsandtypesofdisbursementdecisions
UnitIV
Receivables management: Concept, factors in determining receivables policy,
determining appropriate receivables policy. Analysis of credit standards, credit
terms, marginal analysis, credit analysis and decision, Heuristic approach,
Discriminant Analysis, sequential decision analysis. Inventory management:
Typesofinventory,costandbenefitofholdinginventory,methodsofinventory
controlandinventorycontrolmodels.Inventorymanagementanditsvaluation
UnitV
- 12 -
BooksRecommended:
1. 1. Bhalla,l V K, : Working Capital Management, Text and Cases, 12th ed. Delhi,
Anmol,2001.
2. 2. Hampton J. J. and C. L : Wagner Working Capital Management, John Wiley &
Sons,1989.
3. Mannes, T.S. and J.T. Zietlow : Shorttens Financial Management, West Pub. Co.,
1993.
4. Scherr,F.C.ModernWorkingCapitalManagement,PrenticeHall,1989.
5. Smith, Keith V. and G. W. Gallinger : Readings on Short term Financial
Management3rded.,WestPub.Co.,1988.
6. SatishB.Mathur,workingcapitalmanagement,principlesandpractices,newage
internationalpublishers,Mumbai.
- 13 -
MBAIIISemester
ElectiveCode:OP307A
DirectTaxation
Coursecontent:
UnitI
IntroductionofDirectandIndirectTaxation,RegulationandcollectionofTaxes
in India. Governance of taxation and relevance of taxation policy with income
andexpenditure.
UnitII
Definitions:Person,Assessmentyear;previousyear,Assesses,Residentialstatus;
Incidenceoftax,Incomeexemptfromtax,GrossTotalIncomeandNetIncome.
ComputationofIncomeunderVariousHeads
UnitII
Incomeunderheadsalary,Meaningofsalary,Basisofchargeofsalaryincome,
differentformsofsalary
Different forms of allowances, perquisites, permissible deductions from salary
income
Tax treatment of provident fund & approved superannuation fund, special tax
treatmentofsalaryincomeofnonresidenttechnicians
Deductionundersection80C.
UnitIII
Incomefromhouseproperty,Basisofcharge,Propertyincomenotchargetotax
Basisofcomputingincomefromletouthouseproperty,computingincomefrom
selfoccupiedproperty.
UnitIV
Taxdeductionatsource
Advance tax, Selfassessment tax, Assessment procedure regular and best
judgmentassessrevision
Rectificationandappeal,provisionrelatingtointerestandrefundoftax.
UnitV
BooksRecommended:
1.DirectTaxesLawandPracticeVinodSinghnia
2.DirectTaxesRaviKishore
3.DirectTaxesJ.P.Jakhotiya
- 14 -
- 15 -
MBAIIISemester
ElectiveCode:OP308A
SecurityAnalysis&PortfolioManagement
Coursecontent:
UnitI
ObjectivesofSecurityAnalysis
TypesofBrokers,InvestmentAvenuesAvailable:GlobalPerspectives
InvestmentCompanies,MarketIndicesandStockIndicators
ChartPatterns,CreditRatings,PrimaryMarketandPlayers
SecondaryMarket:Objectivesandregulatorymechanism(SEBI)
ListingofSecurities,FundamentalandTechnicalAnalysis.
UnitII
StockRiskReturnandValuation,portfolioRiskAnalysis(NumericalProblems)
Anticipated returns, Present value of returns, Constant Growth model, Two
StageGrowthmodel,TheThreePhaseModel,ValuationthroughP/Eratio.
PivotPoint,DeterminationofSupportandResistanceandOversold
Bond analysis; Types of bonds, Major factors in bond rating process, Bond
returns,Holdingperiodreturn(NumbericalProblems)
UnitIII
CommodityMarket
MarginandMarktoMarketconcept,ShortSelling(NumbericalProblems)
MarketPortfolioAnalysis,Selection,EvaluationandRevision
UnitIV
CapitalMarketTheory,CapitalAssetPricingModeltheory,
Assumptions,CAPMModel,CapitalMarketLine(CML)&SecurityMarketLine
(SML)
Evaluationofsecurities,ArbitragePricingTheory(APT):Assumptions
- 16 -
UnitIV
Jensen Theory, Mosaic Theory, Jensens Alpha Theory , Optimum Portfolio,

PortfoliosoftwoRiskySecurities
The Efficient Frontier, Constructing Efficient Frontier, Tracing the efficient
frontier
ConstructingtheOptimumPortfoliothroughInternationalDiversification.
UnitVI
BooksRecommended:
1.
SecurityAnalysisandPortfolioManagementbyS.Kevin2ndEdition(PHI
LearningPrivateLtd.)
2.
Avadhani, V.A, Security Analysis and Portfolio Management, Himalaya

PublicationHouse,2008
3.
Security Analysis and Portfolio Management by Donald E. Fischer6th

Edition(PrenticeHallofIndiaPvt.Ltd.)
- 17 -
MBAIIISemester
ElectiveCode:OP309A
FinancialMarketsandServices
Coursecontent:
UnitI
Introduction to Financial system, concepts structure, nature role of financial
system, regulatory frame work for financial markets and services.Financial
systemandeconomicdevelopment.
UnitII
Financialmarkets:Concept,nature,characteristicsandtypesoffinancialmarket,
instruments of capital and money market, capital market reforms, New issues
marketanditscharacteristics.
UnitIII
Financial services : concept, nature , scope of financial services, non banking
financial intermediaries and statutory financial organizations, Regulation and
control:Indianstockexchangemarket,listinganddelistingofsecurities,insider
trading,speculation,functionsofSEBI.
UnitIV
Assed/fund based financial services, concept and characteristics, leasing ,
equipment leasing and financial evaluation of leasing, hire purchase and
consumer finance. Factoring and forfeiting, bills discounting, housing finance,
Venturecapitalfinanceleadmanagers,underwriting,privateplacement.
UnitV
Advisoryservices:Mergersanacquisition/amalgamationsandtakeovers.Credit
rating, concept, nature, scope and impact of credit rating , credit card
microfinance,stockbroking,Ebrokingandrecentdevelopment.
UnitVI
- 18 -
BooksRecommended:
1. L.M.Bhole,financialinstitutionandmarkets,Tatamcgrawhill.
2. M.YKhan,Financialservices,TatamcgrawHill.
3. AnilAgashe,Capitalmarketsandfinancialservices,Everestpublishinghouse,
4. BhallaV.K,managementoffinancialservices,Anmolnewdelhi
5. Gorden.Eandnatarajan,EmergingScenariooffinancialservice,
6. CliffortGomes,financialmarketsinstitutionandservicesinindia,prenticehall
- 19 -
MBA III Semester

Elective
Marketing Management
Periods
Elective
Code
SubjectTitle
OP305B ConsumerBehaviour
Lect. Tutorial
Distributionof
Marks
Int
Ext
Total
Marks
Credits
Duration
ofExam
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
OP307B StrategicMarketing
45
15
40
60
100
3Hrs.
OP308B IndustrialMarketing
45
15
40
60
100
3Hrs.
ServicesMarketing&
BrandManagement
45
15
40
60
100
3Hrs.
OP306B
OP309B
Advertising
Management
- 20 -
MBAIIISemester
ElectiveCode:OP305B
UnitIIntroduction:
Specialization:MarketingManagement
ConsumerBehaviour
Meaning, Diversity of Consumer Behavior, Importance and impact of Consumer

Behavior in todays market place, 7 Os framework of consumer behavior analysis,
Consumerbusinessstrategy.
UnitIIIndividualAspectofConsumerBehavior:
Perception,LearningandInformationProcessing,Behaviormodification,Attitudeand
Personality, Motivation and Involvement, Self Concept and learning, memory
organizationandfunction.
UnitIIIExternalEnvironmentinfluences
Role of culture, subculture and cross culture, Social Class, Reference groups, Group
behavior,OpinionLeaders,Familyandpersonalinfluence.
UnitIVConsumerDecisionProcess:
Types of buying behavior, buying decision stages: Individual and Industry, Roles of
buying centers. Problem recognition, search and evaluation of alternatives, Pre
purchase,Postpurchaseandrepeatpurchasebehavior,cognitivedissonance,Processof
diffusionofinnovationsandsituationalinfluences.Models:HowardShethModel,EKB
Model.
UnitVConsumerism&ConsumerProtection:
Rootofconsumerism,consumer:safety,information,&privacy.Consumerism,inIndia
and global markets. Consumer Protection act 1986, Central and state consumer
protection councils, Consumer disputes Redressal agencies and forum, National
ConsumerdisputesRedressalcommission.
UnitVI
Analysisandsolutionof10casestudyrelatedwithabovetopicsmustbediscussedin
classroom.
- 21 -
BooksRecommended:
1.Hawkins,Best,Coney,ConsumerBehaviour,8/e,TMH,NewDelhi,2002.
2.Kumar:ConceptualIssuesinConsumerBehavior:TheIndianContext,Pearson
Education,NewDelhi,2003
3.JayDLindquistandMJosephSirgy,Shopper,BuyerandConsumerBehaviour,
SecondEdition,Bizttantra,NewDelhi,2003.
4.DavidLLoudonandAlbertJDellaBitta,ConsumerBehaviour,4/e,TMH,New
Delhi,2002.
5.Schiffman,L.GandKanukL.L.ConsumerBehaviour,8/e,PearsonEducation,New
Delhi,2003.
6.RogerD.BlackWelletal,ConsumerBehaviour,9/eThomson,NewDelhi,2002
7.K.K.Srivastava,ConsumerBehaviour,GalgotiaPublishingCo.NewDelhi,2003.
8.HenryAssael,ConsumerBehaviour,6/e,Thomson,NewDelhi,2001.
9.MichaelR.Solomon,ConsumerBehaviour,5/e,PHI,NewDelhi,2003.
- 22 -
MBAIIISemester
ElectiveCode:OP306B
AdvertisingManagement
Coursecontents
UnitIIntroduction:
AdvertisingDefinition,PurposeandFunctions,AdvertisingProcess.Roleofadvertising
inMarketing,Legal,EthicalandSocialAspectsofAdvertising.
UnitIIBuildingofAdvertisement:
Objective Setting and Market Positioning, Models DAGMAR, AIDAS, LAVIDGE and
STEINER, determination of target audience, Concept and elements of copy, Message,
Headlines,Copy,Logo,Illustration,AppealLayoutandCampaignPlanning.
UnitIIIMediaPlanningandSelection:
Media objectivesTypes of Media, Media Plan, Budgeting, Evaluation, Concepts of
Reach, Frequency and Gross Rating pointsSignificance of rating and its implications,
ElectronicMediaBuying.
UnitIVAdvertisingCampaign:
Sales PromotionTypes of Sales Promotion, TechniquesEvaluation of Sales Promotion
Schemes, Publicity Forms of Publicity Propaganda. Advertising EffectivenessTests
and Techniques,EventManagementTechniqueandsignificance.EventManagement
TechniquesandSignificance.
UnitVAdvertisingAgency:
AdvertisingAgencyFunctionsAdvertisingInterface,AdvertisingAgencypartnership
ServicesofferedbythemodernAdvertisingAgency.
UnitVI:
classroom.
.
BooksRecommended:
- 23 -
1.
Belch, Advertising and Promotion: An Integrated Marketing, SIE, Tata

McGrawHillEdition,9780070144965
2.
Kumar N Mittal R , Advertising Management, Amol Publication, 1st Edition

2002
3.
Belch George Belch Michel, Advertising and Promotion, Tata McGraw Hill
12thReprint6thEdition2003
4.
Batra,MyersandAaker,AdvertingManagement,Pearson,2ndReprint2003
5.
Chunawala SA, Advertising Sales and Promotion Management, Himalaya

Publication3rdRevisedEdition2008
6.
Chaffey,Mayer,Johnston,EllisChadwick(2000)InternetMarketing,Prentice
Hall.
- 24 -
MBAIIISemester
ElectiveCode:OP307B
Coursecontents
StrategicMarketing
UnitIIntroduction:
Nature,Scope&principlesofStrategicMarketing,MarketingObjectives,Stepin
formulationofStrategiesforeffectivemarketing,pathwaytoleadlongtermgoal.
UnitIIMarketEnvironmentAnalysis:
Processofenvironmentanalysisexternalandinternal:Model:SWOT,GAP,BCG,GE9
Cell, Marketing Planning and analyzing the performance, Analysis of Competitors
StrategiesandEstimatingtheirReactionPatternandCompetitivePosition;Competitive
Intelligenceprocess,CID,balancingMarketinggolesV/ssustainablegrowth.
UnitIIITypesofStrategies:
Market Leader Strategies Expanding the Total Market, Protecting Market Share,
ExpandingMarketShare;MarketChallengerStrategiesChoosingandAttackStrategy,
MarketFollowerStrategies;MarketNicherStrategies;CompetitiveMarketStrategyfor
EmergingIndustries,DecliningIndustriesandFragmentedIndustries;
UnitIVBalancingCompetition:
Balancing Customer and Competitor Orientations, Industry Segmentation and
Competitive Advantage; Product Differentiation and Brand Positioning, Competitive
Pricing,CompetitiveAdvertising,RoleofSalesPromotioninCompetitiveMarketing.
UnitVDifferentConcepts:
Social Marketing strategies, e_marketing strategies, Recession marketing strategies,
Ruralandexportmarketingstrategies,strategiesforITandITESindustriesandFMCG
markets.
- 25 -
UnitVI
classroom.
BooksRecommended:
1. MarketingManagement:Analysis,Planning&Control:PhillipKotler
Publisher:PrenticeHallCollegeDiv(1999)
2. BusinessPolicy&StrategicManagementAzharKazmiTataMcGrawHill
EducationPrivateLimited(2008)
3. StrategicMarketingDavidW.Cravens,Nigelf.PiercyTataMcGrawHill
Education(2009)
4. MarketingStrategy,TMHEd.BoydWalker,MullinsLarrechTataMcGraw
HillEducation
5. CaseStudiesinStrategicMarketingManagement:AuthorSanjayMohapatra,
PearsonEducationIndia,2013
6. Forcontemporarycasestudiesstudentsshouldrefertotheperiodicalsand
Journals.
- 26 -
MBAIIISemester
ElectiveCode:OP308B
CourseContents
UnitIIntroduction:
IndustrialMarketing
Definition and nature of industrial marketing, classification of industrial product, the

Industrial Marketing SystemParticipants, Channels, Industrial Marketing vs.
ConsumerMarketingEconomicsofIndustrialDemandTheResellersMarket.
UnitIIIndustrialMarketingEnvironment:
Organizational Customers, Types of buying situations, derived demand Concepts,
Bidding for contract, buying behavior strengths, Negotiation Skills, Key account
management, Measuring customer values, Models: Webster and wind Model, Jagdish
ShethModel,BuyGridModel.
UnitIIIIndustrialProductandPrice:
Classifying Industrial ProductsPrice Determinants for Industrial ProductsPrice
Decision Analysis, Types of Prices, Pricing Methods, Pricing Strategies, Factors
affecting Pricing Strategy, Industrial BuyingInterpersonal dynamics of Industrial
Buying.
UnitIVStrategicPlanningProcess
Formatting Channel StrategyChannel Logistics, Channel Structure for Industrial
products Strategic Planning Process in Industrial MarketingSegmenting, Targeting
andPositioningIndustrialProducts.
UnitVPersonalSelling:
Personal Selling Role, Importance of consultants and expectations in the marketing,
Roleofdirectmailers,exhibitions,tradefairandcouponing.IndustrialMarketinginthe
InternationalEnvironment.
- 27 -
UnitVI:
classroom.
BooksRecommended:
1.
CherunilamFrancis,IndustrialMarketing,HimalayaPublication2004
2.
M.GovindRajan,IndustrialMarketing,VidyaVikas
2008
3.
Reeder,IndustrialMarketing:AnalysisPlanningandControl,PrenticeHall,
2ndEdition2007
4.
HillR.M.andOthers,IndustrialMarketing,A.I.T.B.S.Publisher&
DistributorsDelhi
4thEdition2003
5.
HavaldarK.K.,IndustrialMarketing,TataMcGrawHill,2ndEdition
6.
J.WebsterIndustrialMarketingstrategy,3rdEditionJohnWilley&Sons.
- 28 -
MBAIIISemester
ElectiveCode:OP309B
CoursesContents
ServiceMarketing
ServiceMarketing&BrandManagement
UnitIIntroduction:
Nature,CharacteristicsandClassificationofServicesImportanceofServiceMarketing,
Four Is of services Intangibility, Inconsistency, Inseparability and Inventory,
RelationshipMarketinginServicesMarketingTheProcess,RoleandImplications.
UnitIIServiceMarketingMix:
7 Ps of Service Marketing, Services Market Segmentation Positioning and
Differentiation of Services, Distribution Strategies for Services Challenges in
DistributionofServices.
UnitIIICustomerSatisfactionandServicesQuality:
Customer Service in Service Marketing Monitoring and Measuring customer
satisfaction Order taking and fulfillment, Handling complaints effectively, Defects,
Failures and Recovery, Service Quality Service Guarantee, Quality Models
PaarsuramanZeithamalBitner (PZB), GAP Model, SERVQUAL and SERVPERF
Gronroosmodel.
UnitIVServiceMarketingPractices:
Concept,ClassificationandImplicationsof
1.
2.
3.
4.
5.
FinanceServicesBankingandInsurance;
HealthcareandHospitalityServices;
TravelandTourismServices;
IT&EducationalServices:Telecoms,Courier;
MediaandEntertainmentServices.
BrandManagement
- 29 -
UnitVUnderstandingBrand:
Role and Significance of Branding in the Promotion Brand Image, Brand Identity,
BrandPersonality,Brandingchallengesandopportunities.
UnitVIBrandCreation,Loyalty&ManagingBrand:
Process of Brand Creation, Brand Positioning, Brand Equity, Brand Valuation, Brand
Umbrella, Value addition from branding, BrandCustomer relationship, brand loyalty
and customer loyalty, managing brand, brand extension. Reinforcing Brand,
RevitalizingBrand,Differentiatingbrandsfromthecompetitors.
UnitVII
classroom.
BooksRecommended:
1.
Nargundkar,ServicesMarketing:Text&Cases,TataMcGrawHill
Edition,9780070616318
2.
S.Shahjahan,ServicesMarketing,(Concepts,Practices,Cases),Himalaya
Publications2007
3.
S.H.Jha,ServicesMarketing,HimalayaPublications2007
4.
RagendraNargundkar,ServicesMarketingTextandCases,TataMcGrawHill
2006
5.
Rao,ServicesMarketing
Pearson,2008
6.
ServicesMarketingZeithaml,Bitner,Gremler&Pandit,TMGH,4thed.
7.
AarshV.Varma,BrandManagement,ExcelBooks
8.
DavidAaker,ManagingBrandEquity,FreePress,2009
2007
- 30 -
MBA III Semester

Elective
Human Resource Management
Periods
Elective
Code
SubjectTitle
Management of Industrial
Relations
PersonalAdministration
OP306C
application&Procedure
OP305C
OP307C Training&Development
OrganisationalChange&
Development
HumanResourcePlanning
OP309C
&Development
OP308C
Lect.
Tutorial
45
Distributio
nofMarks
Total
Duration
Credits
Marks
ofExam
Int
Ext
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
- 31 -
Specialisation:HumanResourceManagement
MBAIIISemester
ElectiveCode:OP305C ManagementofIndustrialRelations
Coursecontents
UnitI
Introduction to industrial relation , nature, scope importance ,
aspectsofindustrialrelation,perspective/Approachestoindustrial
relation,evaluationofindustrialrevolutionobjectiveofI.R,forms
andtheoriesofI.R.
UnitII
Industrialdispute,conflictresolution,collectivebargaining,negotiationfor
win dispute resolution, management of discipline, causes and settlement of
industrial disputes. Machinery for solving industrial dispute under
industrialdisputeAct1947.
UnitIII
Globalizationandindustrialrelation,emergingSocialeconomicscenario,
Legal framework of I.R Trade union , emerging trends on Trade union,
featuresoftradeunion,functionsandresponsibilitiesoftradeunionin
I.R . Structure of trade union in India. International labour relation , WTO,
labourandenvironment,WTOandindustrialpolicy.
UnitIV
Grievance management, grievance handling, building positive employee
relations,participativemanagement,empowerment,equalitycirclesandworkers
participation,qualityofworklife[Q.W.L]workersparticipationinmanagement
[W.P.M]gainshaving,strikeandlockout,layoffretrenchment.
UnitV
Role of Judiciary in I.R, labour court, industrial Tribunal, Negotiation and
conflict VS settlement productivity bargaining and disputes, mediation ,
arbitration,workscommittee,boardofconciliationcourtofenquiry,labourand
employeewelfareandindustrialsafetytypesofindustrialsafetysystemhazard
management in work environment , occupational health safety and industrial
relation.
- 32 -
UnitVI
BooksRecommended:
1. DynamicsofIndustrialRelationMamoria,Gankar,[Himalaya,Publication].
2. IndustrialRelationsEmergingParadigmsB.DSingh[ExcelBooks].
3. IndustrialRelationsandLabourLawsB.DSingh[ExcelBooks].
4. IndustrialRelationsVenkatratnamC.S[OxfordUniversity2007].
5. Industrial Relation Trade union and Labour Registration Sinha
[PearsonEducation].
- 33 -
MBAIIISemester
ElectiveCode:OP306C PersonnelAdministrationapplicationandProcedure
Coursecontents
UnitI
PersonnelAdministration Introduction , importance in HRM, Nature,Scope
andfunctionsObjectivesPersonnelDepartment,AdministrationVsManagement
inHRM,ChallengesofModernPersonnelManager.
UnitII
Personnel Policy Definition,Scope, Process,Objectives, ContentsofPersonnel
file & Personnel audit, Personnel Department Structure, proper Environment
aroundfactory.
Wage & Salary Administration General consideration in wage & Salary

administration Objectives & principles, Time keeping, Attendance, statutory
returns,TDSProfessionalTax,Form16(A)PFandCSIreturns.
UnitIII
General Communication in organization meaning of communication
definition principles of communication process of communication
communicationinorganizationtypesoforganizationcommunicationpurpose
objectives of communication Drafting of various types of letters orders,
Interview Letters, Promotion, Transfer & Appreciation Letters , Notices &
Circulars.
DisciplinaryActionCommunicationSuspensionOrders,showcause,Notices,
memo,chargesheet,warning,letteroftermination&dismissal
UnitIV
Calculationforsuperannuation,gratuity&bonus,changingconceptofpersonnel
management employee fringe benefit and social security , welfare provisions ,
healthprovision,safetyProvision
- 34 -
UnitV
BooksRecommended:
1. R.S Dawar ,Personnel Management and industrial relation,Vikas Publishing

HousePvtLtd
2. MamoriaandGankar,PersonnelManagement,HimalayaPublishingHouse
3. Rudrabasvaraj M N Dynamic Personnel administration , Himalaya publishing
house2008
4. Chandra bose, Principles of Management and administration , Prentice hall of
India2007
- 35 -
MBAIIISemester
ElectiveCode:OP307C
Training&Development
CourseContents
UnitI
Introduction to Training Concept: Definition, Meaning, Need for Training,
Importance of Training, Objectives of Training, Choice and Development for
inter personnel skills, Facilitation of LearningFacilitation of Transfer. Training
andHRDmanagementdevelopment
UnitII
OverviewofTrainingFunctions,TypesofTraining,ProcessofTraining:Stepsin
Training, Identification of Job Competencies, Criteria for Identifying Training
Needs (Person Analysis, Task Analysis, Organization Analysis requirement
analysis). Trainers skills and stylespower and influence of trainersdos and
dontsfortrainers
UnitIII
Assessment of Training Needs, Methods and Process of Needs Assessment,
Designing and Implementing A Training Program: Trainer Identification,
Methods and Techniques of Training, Designing A Training Module (Cross
Cultural, Leadership, Training the Trainer, Change) Management Development
Program,BudgetingOfTraining
UnitIV
EvaluationofTrainingProgram:KirkpatrickModelofEvaluation,CIROModel,
CostBenefit Analysis, ROI of Training, Learning: Principles of Learning,
TheoriesofLearning,componentsoflearningprocess,andconditionsoftransfer
of learning Reinforcement Theory, Social Learning Theory, Andragogy, and
ResistancetoTraining.Performancediscrepancies.
UnitV
TechnologyinTraining:CBT,MultimediaTraining,ELearning/OnlineLearning,
Distance Learning career development program counseling evaluation of
programs
- 36 -
UnitVI
BooksRecommended:
1. Raymond Andrew Noe, Employee Training & Development, McGraw Hill,

4thEdition2009.
2. R.K.Shau,TrainingforDevelopment,ExcelBooks,2007.
3. DR. B. Rathan Reddy, Effective Human resource Training &Development
stategy,HimalayaPublishing,1stEdition2008.
4. P.LRao,Training&Development,ExcelBooks,1stEdition2008.
5. MunishVohra, Management training & Development, Anmol Publication 1st
Edition2006.
6. LeslieRao,Howtoplan&DesignTrainingProgrammes,InfinityBooks1st
Edition2003.
7. Training&Development:IndianTextEdition,Dr.B.JanakiramanDreamtech
Press,01Jan2007
- 37 -
MBAIIISemester
ElectiveCode:OP308C
OrganizationalChange&Development
CourseContents
UnitI
Concept of change, Factors affecting change, Types of Change ,change process
,Barriers to change, Resistance to change & overcoming resistance to change,
Evolution of OD, characteristics & assumptions of O.D, organization
developmentprocess,Roleofchangeagent/O.Dconsultant
UnitII
Modelsof change: system Modelofchange,ForceFieldAnalysis, Changeand
Transition Management, Organization Growth Model,Organization Diagnosis:
Process, Diagnostic Models, Diagnostic skills, Weisboards model for
organizational diagnosis, methods of obtaining diagnostic information, Action
Researchasprocess,EthicsinO.D.
UnitIII
O.D Interventions, selecting O.D interventions, Team Interventions: Gestalt
Approach,ProcessconsultationIntervention,StructuralInterventions:Qualityof
worklife(QWL),Qualitycircles(QC),MBO&appraisal,sociotechnicalsystem
&collateralorganization,Parallellearningstructures.
UnitIV
Comprehensive intervention : Confrontation meeting ,Grid O.D Programme,
system 4 management, learning organization, Reengineering, Third party
Intervention: organization Mirror, Third party peacemaking Intervention, OD
Future.
UnitV
- 38 -
BooksRecommended:
1. OrganizationchangesandInterventionstrategiesbyManishkumar/NidhiSingh,
2013,ISBN82180384GalgotiaPublishingCompany.
2. Organizationchangetheme&IssuesbyJimGrieves,2012oxfordUniversity
Press9780199599189paperrback.
3. Managingchange:Text&cases2ndeditionbyToddJick&MauryPeiperl,
2003ISBN:9780256264586(USE)ISBN9780071122207(IE)McGrawHill
Publication.
4. Organizationalchange,3/ebySenior,2011ISBN97813727980PearsonEducation
Ltd.
5. ManagingChangebyThomhill2011,ISBN9788177582444PearsonEducation
Ltd.
6. OrganizationDevelopment&Transformation(ManagingEffectiveChange)6th
edition2005,byWendellFrenchandcencilBellISBN9780072481679(USE)ISBN
9780071112666(UE)McGrawHillPublication.
- 39 -
MBAIIISemester
ElectiveCode:OP309C
HumanResourcePlanning&Development
CourseContents
UnitI
Philosophy of Human Resource Planning, Importance, Definition, Needs,
Objectives,Scope&BenefitsofHRP,HumanResourcePlanningProcess,Factor
affecting HRP, HRP Tools, Strategic HR planning, objectives of strategic HR
planning, Return on Investment(ROI) in HRP, Approaches in measuring
effectivenessofHRPprogrammes.
UnitII
MacroandMicroLevelHumanResourcePlanning,ManpowerplanningModels:
Markov Model, Renewal Model, Simulation, Manpower Demand forecasting,
Manpower supply Analysis, Different methods of Wastage Analysis, Employee
Redeployment&EmployeeRetentionStrategies,ExitStrategies.
UnitIII
Career Planning & Development: Definition, importance, objectives of career
development, career planning & development process, Succession planning,
issuesincareerdevelopmentprocess.
Human Resource Information System (HIRS) : concept, objectives of HRIS ,
TypesofHRIS,stepsinimplementingHRIS.
UnitIV
HumanResourceAccountingandAudit:Scope,Benefits&objectivesofHuman
Resource Audit, steps in HR Audit, Various methods of Valuation of Human
Resources,HRResearchanditssignificance.
UnitV
Analysis and solution of 10 case study related with above topics must be
- 40 -
BooksRecommended:
1. Dr.L.MPrasad,HumanResourceManagement,SultanChand&
Sons,2ndEdditionReprint2009.
2. Dr.P.CTripathi,HumanResourseDevolopment,SultanChand&Sons5thRevised
EditionReprint2009.
3. Dr.C.BGupta,HumanResourseManagement,SultanChand&Sons,2009.
4. H.JohnBernardin,FloridaAtlantic,U
bocaRaton,HumanResourseManagement,McGrawHill,2001.
5. DipakKumarBhattacharya,HumanResourcePlanning,ExelBooks,2007.
6. BiswanathGhosh,HumanResourcedevelopment&Management,Vikas
Publication2008.
MBA III Semester
- 41 -
Elective
Production and Operation Management
Elective
Code
SubjectTitle
ProductionPlanningAnd
OP305D Control
OP306D
OP307D
OP308D
OP309D
PurchasingAndMaterials
Management
TotalQualityManagement
AppliedOperations
Research
LogisticsManagement
Distribution
Lectures
ofMarks
Int
Ext
Credits
Duration
ofExam
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
Total
Marks
- 42 -
MBASemesterIII Specialization:Production&OperationManagement
ElectiveOP305D:
ProductionPlanningAndControl
CourseContents
Production Planning and Control Function; Material Requirement Planning;
Productioninventory Systems; Forecasting for Inventory and Production Control;
Aggregate Planning; Job Shop Planning; Scheduling and Control; JustinTime
Production; Line Balancing; Planning for High Volume Standardized Products;
Procedures and Documentation in Production Planning and Control; Application of
Computers;ERP.
classroom.
BooksRecommended:
1. Chary, Production and Operations Management, Tata McGraw Hill Edition,
9780070091535.
2. Burbidge,JohnL.PrinciplesofProductionControl.London,DonaldandEvans,
1981.
3. Caubang,TedC.ReadingsonProductionPlanningandControl.Geneva.ILO.
4. Greene, James H. Production and Inventory Control Handbook. New York,
McGrawHill,1987.
5. McLeavey, Dennis W and Narasimhan, S.L. Production and Inventory Control.
Boston,AllynandBacon.1985.
- 43 -
ElectiveOP306D:
PurchasingAndMaterialsManagement
CourseContents
Role of Purchasing and Material Management Objectives, Orgnization and
Interrelationship, Determination and Description of Material Quantity, Material
Planning in Push and Pull System, MRP and JIT; Determination and Description of
Material Quality Receiving and Incoming Quality Inspection, Acceptance Sampling
Plans, VendorProcess Capability; CostReduction Techniques Standardisation,
Simplification & Variety Reduction; Value Analysis and Engineering, Make or Buy
Decision, Purchasing Research, Sources of Supply, Price Determination and
Negotiation,VendorRating,SelectionandDevelopment;LegalAspectsofPurchasing,
Public Purchasing and Tendering; International PurchasingProcedures and
Documentation; Purchasing of Capital Equipment Appraisal Methods, Evaluating
SuppliersEfficiency,StoresLayout,ClassificationandCodification;MaterialLogistics
Warehousing Management, Material handling, Traffic and Transporation, Disposal of
Scrap, Surplus and Obsolete Materials; Inventory Control of Spare Parts, Materials
InformationSystem.
classroom.
BooksRecommended:
1. AnsariAandModarressB.JITPurchasing.NewYork,FreePress,1990.
2. BailyPEtc.PurchasingPrinciplesandManagement.London,Pitman,1994.
3. Burt, David N. Proactive Procurement. Englewood Cliffs, New Jersey, Prentice
HallInc.1994.
4. Dobler, D W. etc. Purchasing and Material Management, New York, McGraw
Hill,1990.
- 44 -
ElectiveOP307D:
TotalQualityManagement
CourseContents
Basic Concept of Total Quality (TQ); Evolution of Total Quality Management;
Components of TQ Loop; Conceptual Approach to S.Q.C. Acceptiance Sampling and
Inspection Plans; Statistical Process Control; Process Control; Process Capability
Studies; Humanistic Aspects of TQM; Management of Q.C. and Z.D. Programmes;
Quality Improvement Teams; Q7 Tools; Quality Costs; Taguchi Loss Function;
Functional Linkage of Quality with reliability and Maintainability / Failure Analysis;
(FTA/FMEA) and Optimum Maintenance Decisions; Total Productive Maintenance
(TPM);qualityAudits;LeadAssessmentandISO9000Standards;MarketingAspectof
T.Q;TotalQualityofServices;TotalQualityandSafety;SixSigma.
classroom.
BooksRecommended:
1. Carruba, Eugene R and Gorden, Ronald D. Product Assurance Principles;
Integrating design Assurance & Quality Assurance. New York McGraw Hill,
1991.
2. Grant, Eugene L and Leavenworth, Richards. Statistical Quality Control,
McGrawHill,NewYork,1991.
3. Ireson, W G. and Coombas, C P. hand book of reliability Engineering &
Management,NewYork,McGrawHill,1988.
ElectiveOP308D:
AppliedOperationsResearch
- 45 -
CourseContents
Parametric and Sensitivity Analysis; Inventory Control Models Under Uncertainty;
Applied Queuing Models; Networks Models; Nonlinear Optimization Techniques
Quadric Programming; Portfolio Management Problem; Replacement Models and
Policies;DynamicProgramming;ReliabilityModels.
classroom.
BooksRecommended:
1. AhujaA.K.etc.NetworkFlows.EnglewoodCliffsNewJersey,PrenticeHallInc.
1993.
2. Gould, F J. etc. Introduction to Management Science. Englewood Cliffs New
Jersey,PrenticeHallInc.1993.
3. Gupta,M PandSharma JK.Operations Research for ManagementNew Delhi,
National,1997.
4. Mathur, K and Solow D. Management Science. Englewood Cliffs New Jersey,
PrenticeHallInc.1994.
5. Sharma S. J K. Operations Research: Theory and Applications. New Delhi,
MacmillianIndia.2001.
ElectiveOP309D:
LogisticsManagement
- 46 -
CourseContents
IntroductiontoLogisticsanditsInterfacewithProductionandMarketing;Measuresof
Logistics; Physical Distribution and Logistics; Logistic System Analysis and Design;
WarehousingandDistributingCenters;Location;TransportationSystems;Facilitiesand
Services; Dispatch and Routing Decisions and Models; Inventory Management
Decisions; Logistics Audit and Control; Packaging and Materials Handling,
InternationalLogisticsManagement;LogisticsFutureDirections.
classroom.
BooksRecommended:
1. Bowersox, Supply Chain Logistic Management, Tata McGraw Hill Edition,
9780070667037
2. Ballau,RenaldH.BusinessLogisticsManagement.EnglewoodCliffsNewYork,
PrenticeHallInc.1992.
3. Beal K. A Management Guide to Logistics Engineering. U.S.A. Institute of
ProductionEngineering,1990.
4. Benjamin S. B. Logistics Engineering and Management. Englewood Cliffs, New
York,PrenticeHallInc.,1996.
5. Bowersox, D J and Closs, D J. Logistics Management: A System Integration of
PhysicalDistribution,NewYork,MacMillan,1986.
MBA III Semester

Elective
- 47 -
INFORMATION TECHNOLOGY / SYSTEMS

Elective
Code
SubjectTitle
Lectures
OP305E
BusinessProcessRe
Distributionof
Marks
Total
Credits
Int
Ext
Marks
60
40
60
100
04
Duration
ofExam
3Hrs.
Engineering
3Hrs.
OP306E
SystemAnalysisAndDesign
OP307E
StrategicManagementOf
60
40
60
100
04
60
40
60
100
04
60
40
60
100
04
60
40
60
100
04
3Hrs.
InformationTechnology
OP308E
DataBaseManagement
3Hrs.
Systems
OP309E
TelecommunicationsFor
Business
3Hrs.
- 48 -
MBASemesterIII
Specialization:I.T./Systems
ElectiveOP305E:
BusinessProcessReEngineering
CourseContents
UnitI
Conceptual Foundation of Business Process Reengineering; Role of Information
TechnologyinBPR;
UnitII
Process Improvement and Process Redesign; BPR Experience in Indian Industry;
Process Identification and Mapping; Role/Activity diagrams; process Visioning and
Benchmarking.
UnitIII
BusinessProcessImprovement.BusinessProcessRedesign;
UnitIV
Man Management for BPR Implementation; Reorganizing People and Managing
Change.
UnitV
classroom.
- 49 -
BooksRecommended:
1. ByA.w.Scheer,BusinessProcessEngineering,Springer(Paperback1998)
2. Carr, D K and Johansson, H J. Best Practices in Reengineering, New York,
McGrawHill,
3. Champy, James, ReEngineering Management; The Mandate for New
Leadership,London,HarperCollins,
4. CoulsonThomas,C.BusinessProcessReengineering:Myth&Reality,London,
KoganPage
5. Davenport,TH.ProcessInnovation:ReengineeringWorkThroughInformation
Technology,Boston,HarvardBusinessSchoolPress,1993.
6. Hammer, Michael. Reengineering the Corporation: A Menifesto for Business
Revaluation,London,NicholasBrealey,1993.
7. JayaramanM.S.etc.BusinessProcessReengineering,NewDelhi,TataMcGraw
Hill,1994.8.Pepppard,JandRowlandP.
- 50 -
MBASemesterIIISpecialization:I.T./Systems
ElectiveOP306E:SystemAnalysisAndDesign
CourseContents
UnitI
Business Systems Concept, Characteristics of Systems, Business Information Systems,
Categories of Information Systems, Scope of Information Systems, Successful
InformationSystem:AJointEffort,SystemsandSubsystems.
UnitII
Overview of System Analysis & Design, Feasibility Study, Role of System Analyst,
Changes in System Analysts Responsibilities, Who are the Users? Classical Systems
DevelopmentLifeCycle,StructuredAnalysisDevelopmentMethod,SystemsPrototype
Method, Reasons for Prototyping, Methods for Prototype Development, Tools for
SystemsDevelopment,WhichDevelopmentMethodistheRightOne?
UnitIII
Requirement Determination, Its Activities, Fact Finding Techniques Interviews,
Questionnaire, Record Review, Observation.Tools for Documenting Procedures and
DecisionsDecisionTrees,DecisionTables,StructuredEnglish.
UnitIV
RoleofTools,BenefitsofUsingTools,CategoriesofAutomatedToolsFrontEndTools,
Back End Tools, Integrated Tools. CASE Tools, CASE Components, Benefits of CASE,
WeaknessesofCASE.
- 51 -
UnitV
classroom.
BooksRecommended:
1. Senn, J. A., Analysis & Design of Information Systems, Second Edition, Tata
McGrawHill,2009.
2. Whitten,JeffreyL,IntroductiontoSystemsAnalysisandDesign,Tata McGraw
Hill2008
3. Kendall&Kendall,SystemsAnalysisandDesign,5thed.,NewDelhiPrenticeH
allofIndia,2006
4. Whitten,JeffreyL,SystemsAnalysisandDesign,TataMcGrill2006.
5. Murthy,C.S.U,SystemsAnalysisandDesign,HimalayaPublication2001.
- 52 -
ElectiveOP307E:StrategicManagementOfInformationTechnology
CourseContents
UnitI
Key Issues in Information Systems Management and the Role of the CIO; Analytical
FrameworkforStrategicITInitiatives;
UnitII
SustainingCompetitiveAdvantagesbyuseofIT;Creativity,LearningOrganisationand
RoleofInformationTechnologyinBusinessTransformation.InformationPartnership;
UnitIII
I.TInfrastructureManagement,NationalInformationInfrastructureandITPolicyatthe
National Level; Planning for Strategic IT Resources; Managing the IT Function:
OutsourcingITFunction.
UnitIV
Softwareasaservice,OfficeAutomationSoftwareandtheirmanagementrelatedtofiles,
storage,retrievalandmaintenance.
UnitV
classroom.
- 53 -
BooksRecommended:
1. Behl,InformationTechnologyforManagement,TataMcGrawHillEdition,
2. ByApplegate,Austin&Mcfarian,Corporateinformationstrategyandmanagement
textandcases7theditionTataMcGrill2006.
3. Dr.L.M.Prasad,Strategicmanagement5thedition,sultanchandandsons2008.
4. Dr.P.K.Ghosh,StrategicPlanningandManagement,SultanChandAndSons2008.
5. Galliers,R.D.StrategicInformationManagement:ChallengesandStrategiesin
Managing
6. InformationSystems.Oxford,ButterworthHeinemann,1994.
7. McKenneey,JamesL.WavesofChange:BusinessEvolutionthroughInformation
Technology,BostonHBSPress,1995.:
- 54 -
ElectiveOP308E:DataBaseManagementSystems
CourseContents
UnitI
Introduction to Databases; Database Management System Concepts, Database System
Applications;PurposeofDatabaseSystem;VariousdataBaseManagementModels;
UnitII
DatabaseLanguages,DataView;DatabaseUsers,NeedforDatabaseEnvironmentforBusiness
System;AdvancedfeaturesofaDatabasesystem.
UnitIII
Relational Databases, Database Schema, keys, Database Design & ER Data Model, ER
Diagram;StudyofaRelationalDatabaseManagementSystemsforSuccessfulImplementation
inaBusinessOrganization.
UnitIV
IntroductionofStructuredQueryLanguage;SQLDataDefinitionLanguage,StructureofSQL,
RelationalOperatorsusedinSQL;OnLineDataBases:ObjectOrientedDataBases.Managerial
IssuesRelatedtoDataBaseManagement.
- 55 -
UnitV
Implementation and Maintenance Issues of a Database; Database Administration;
Normalization and Logical Design; Query Languages for Relational Database Management
Systems;
UnitVI
classroom.
BooksRecommended:
1. S. Sudarshan, Korth, Silberschatz, Concepts of Database Management System,

sixtheditionTataMcgrawHill.
2. Leon,FundamentalsofDBMS,TataMcGrill2006
3. ByGeraldPost,DBMSDesignandBuildingBusiness,TataMcGrill2005.
4. Narang,DBMS,Prenticehall2007.
5. Salemi,Joe.Client/ServerDataBases.Emeryville,ZiffDavisPress,1993.
6. Coad, Peter and Edward, Yourdon. ObjectOriented Analysis, 2nd ed., Englewood
Cliffs,NewJersey,YourdonPress,1991
- 56 -
ElectiveOP309E:TELECOMMUNICATIONSFORBUSINESS
CourseContents
UnitI
ComputersandCommunications;TheInformationTechnology;TheConceptofGlobal
Village;OnlineInformationServices;
UnitII
ElectronicBulletinBoardSystems;TheInternet;InteractiveVideo;Communications
Channels;
UnitIII
CommunicationsNetworks;LocalNetworks;ManagerialIssuesRelatedto
Telecommunications.
UnitIV
Clint/ServerComputing;CommunicationServers;DigitalNetworks;ElectronicsData
InterchangeanditsApplications;InterOrganizationalInformationSystems;
UnitV
WirelessNetworks,ManagingintheMarketspace;ApplicationsofInternet,Internetand
ExtranetinBusinessOrganizations;
UnitVI
classroom.
- 57 -
BooksRecommended:
1. By Deepak Pareek, Business Intelligence For Telecommunications 2006, Auerbach

Publications
2. ByInLee,,HandbookOfResearchOnTelecommunicationsPlanningAndManagementFor
Business2009),InformationSciencePublishing
3. By Raymond R. Panko, Business Data Networks And Telecommunications 2008, Prentice
Hall
4. Derfler,FrankJ.GuidetoLinkingLANs.Emeryville,California,ZiffDavis,Press,1992.
- 58 -
MBA IV Semester
Elective
Compulsory Subjects
Periods
Distributionof
Elective
SubjectTitle
Total
Marks
Duration
Lect.
Tutorial
Int
Ext
45
15
40
60
100
3Hrs.
50
50
100
45
15
40
60
100
3Hrs.
Marks
Code
Credits
ofExam
Entrepreneurship&
CP401
SmallBusiness
Development
CP402
ProjectStudy
CP403
BusinessLegislation
- 59 -
CourseCode:CP401
Entrepreneurship&SmallBusinessDevelopment
Coursecontent:
UNITI:IntroductionAnEntrepreneur
Concepts, Functions, Need and Importance, Myths about Entrepreneurship, Pros and
Cons of Entrepreneurship, Process of Entrepreneurship, Types of Entrepreneurs,
Competencies and Characteristics; Ethical Entrepreneurship, Values, Attitudes and
Motivation,MindsetofanEntrepreneur.
UNITII:EntrepreneurialJourney
SelfAssessment of Qualities, Skills, Resources and Dreams, Generation of Ideas,

Feasibility Study, Opportunity Assessment, Business Plan Preparation & Execution,
Role of Society and Family in the growth of an entrepreneur, Challenges faced by
womeninEntrepreneurship.
UnitIII:EntrepreneurshipasInnovationandProblemSolving
Problems: Incubation and Takeoff, Problems encountered Structural, Financial and

Managerial Problems, Types of Uncertainty, Govt. Policies for SSIs, Sick industries,
Reasons&RemediesforSickness.Asproblemsolvers,SocialEntrepreneurshipConcept
andImportance,typesofbusinessrisks,Theroleoftechnologyincreatingnewformsof
firms, organizations, networks and cooperative clusters, Barriers to Entrepreneurship,
Supportstructureforpromotingentrepreneurship(variousgovernmentschemes)
UnitIV:ConceptofMarket
Market Traditional and Ecommerce Concept and Role, Types of Business:

Manufacturing, Trading and Services, Market Forces: Sellers, consumers and
competitors, Expanding Markets: Local to global, Strategies needed, Marketing Mix:
Concept and Elements,PricingandFactorsaffecting pricing,Market Survey: Concept,
ImportanceandProcess.
UnitV:BusinessFinanceandArithmetic
- 60 -
SimplifiedCashRegisterandRecordKeeping,UnitofSale,UnitPriceandUnitCost
for single product or service, Types of Costs Start up, Variable and Fixed, Income
Statement,CashflowProjections,BreakEvenAnalysis,Taxes.
UnitVI:ResourceMobilization&roleofGovernmentAgencies
ResourcesHuman,CapitalandotherResources,Selectionandutilizationofhuman
resourcesandprofessionalslikeAccountants,Lawyers,Auditors,BoardMembers,etc.,
EstimatingFinancialResourcesrequired,Methodsofmeetingthefinancial
requirements,VarioussourcesofInformation,RoleofDIC,SISI,EDII,NIESBUD,
NEDB.
BooksRecommended:
Small Scale Industries and Entrepreneurship, by Vasant Desai, 6th Edition reprint
2002.
Nagendra,Entrepreneurship&Management,1e,Pearson
Shankar,Raj:Entrepreneurship,TataMcGrawHillEducationPrivateLimited
KhankaS.S.,EntrepreneurDevelopment,S.ChandPublications2010
Entrepreneurship:SuccessfullyLaunchingNewVentures,byBruceR.Barringerand
R.DuaneIreland,3rdEdition.
Entrepreneurship,byRobertD.Hisrich,MichaelP.PetersandDeanA.Shepherd,6th
Edition.
Taneja,Gupta,EntrepreneurDevelopmentNewVentureCreation,:2nded.Galgotia
PublishingCompany
Patel,V.G.,TheSevenBusinessCrisesandHowtoBeatThem,TataMcgraw,New
Delhi,1995.
Vesper,KarlH.,NewVentureStrategies,[RevisedEdition],NewJersy,Prentice
CourseCode:CP403
BusinessLegislation
Coursecontent:
UnitI:Contract
Thecontractact1872
NatureandClassificationofContracts
OfferandAcceptance
Consideration
CapacitytoContract
FreeConsent
LegalityofObject
VoidAgreements
ContingentContracts
PerformanceofContracts
DischargeofContracts
RemediesforBreachofContracts
IndemnityandGuarantee.
UnitII:SaleofGoods
SaleofGoodsAct1930
NatureofContractofSale
ConditionsandWarranties
TransferofOwnership
PerformanceofContractofsale
RightsofUnpaidSeller
RemediesforBreachofContractofsale
UnitIII:NegotiableInstruments
NegotiableInstrumentsAct1881
NatureofNegotiableInstruments
Promissorynotes,BillsofExchangeandCheques
PartiestoNegotiableinstrumentsandtheirCapacity
HolderandHolderinduecourse
Presentment,dishonorofNegotiableInstruments
Liabilityofparties
UnitIV:CompaniesAct1956
Definition,MeaningofCompany
FeaturesandTypesofCompanies
- 61 -
IncorporationofCompany
MemorandumofAssociation
ArticleofAssociation
Prospectus
ShareCapital
UnitV:ConsumerProtection
TheconsumerProtectionAct1986
IntroductionandDefinition
ConsumerDisputeRedressalAgencies
ComplaintandProcedureofRedressal
UnfairTradePractices
UnitVI:IndustryandFactoryLaws
IndustrialDisputeAct,1947
FactoriesAct,1948
RecommendedBooks:
1. N.D.Kapoor,TheElementsofMercantileLaw,26thEdition
2. P.P.S.Googna,ATextbookofMercantileLaw,5thEdition
3. MaheshwariandMaheshwari,AmanualofBusinesslaws,2008
4. C.L.Bansal,BusinessandCorporatelaws2007
MBA IV Semester
- 62 -
- 63 -
Elective
Financial Management
Periods
Elective
Code
OP404A
SubjectTitle
International
Management
Financial
OP405A IndirectTaxation
ValueInvestingandEquity
Research
FinancialDerivatives
OP407A
:Theory&Practices
OP406A
OP408A OperationsofBanking
Lect.
Tutorial
45
Distribution
ofMarks
Total
Duration
Credits
Marks
ofExam
Int
Ext
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
- 64 -
MBAIVSemester
ElectiveCode:OP404A InternationalFinancialManagement
Coursecontent:
UnitI
MultinationalFinancialManagementAnoverview;
EvolutionoftheInternationalMonetaryandFinancialSystem,Goldstandard,
Brettenwoodssystem,PurchasingPowerParityTheory
ManagingShorttermassetsandliabilitiesandLongrunInvestmentDecisions
InternationalcreditratingagenciesandratingCriteria.
UnitII
TheForeignInvestmentDecision
PoliticalRiskManagement,DividendPolicyoftheMultinationalFirm
TaxationoftheMultinationalFirm;CountryRiskAnalysis
FixedandFlexibleExchangerate,
EuropeanmonetarysystemandEuroMarket
UnitIII
Concepts,functions,structureofforeignexchangemarket,
ForeignExchangeMarketsandmarketparticipants
ForeignExchangeTransactions,ForeignExchangeratesandeconomicforcesin
ForeignExchange
GeographicalArbitrage,InterestArbitrage,TheDealersbook
UnitIV
Foreignexchangequotations:Directandindirect.ConvertibilityofRupee,
Currentaccountconvertibilityandcapitalaccountconvertibility
Exchangerate:meaning,Spread,officialandfreemarketrates,crosscurrency
rates,forwardrates.
UnitV
- 65 -
RecommendedBooks:
1) InternationalFinancialManagementbyV.K.BHalla.AnmolPublicationPvt.Ltd.
2) InternationalFinancialManagementbyCheolS.EunandBruceG.Resnick.
SpecialIndianEdition
3) ForeignTradeandForeignExchangebyO.P.AgrawalandB.K.Chaudhari.
HimalayaPublication.
- 66 -
MBAIVSemester
ElectiveCode:OP405A IndirectTaxation
Coursecontent:
UnitI
DefinitionsofGoods,Manufacture,DeemedManufacturer,Excisablegoods.
CentralExcise,NatureandContemporaryLegislationforthesame
Liability for the central excise, Classification of Goods, Determination of Tariff
Headings
ValuationofGoods,TransactionValue(Numericals),AdministrativeStructureof
ExciseDepartments
UnitII
Various Procedures: Legislation, Self Removable under Invoice, Manner and
PaymentofDutyandletterofUndertaking,ShowCauseNotice
Adjudication, Interest, Penalty, Confiscation, Seizure, Duty Payment under
protest,Refunds
Appeals,ExciseAudit,ConcessionsforSSIUnitsandJobworkers.
UnitIII
ServiceTax:DefinitionsChargeofServiceTax,ValuationofTaxableServicesfor
ServiceTax
Commencement and Application, , Valuation of Taxable Services for Changing
Tax
PaymentofServiceTax,RegistrationFurnishingofReturns
UnitIV
Value Added Tax (VAT): Definitions Agriculture, Business, Capital asset,

Dealer,Nonresidentdealer
Goods,Placeofbusiness,Purchaseprice,Saleprice,Resale
Turnoverofpurchaseandturnoverofsales
RateofVATtaxongoods
- 67 -
UnitV
RegistrationunderVAT,procedure,Freshregistration
Information to be furnished regarding change of business, Declaration of name
ofmanagerandPAN,
Returnsandselfassessments,PaymentofTax,TaxauditunderVAT
BooksRecommended:
1. IndirectTaxesLaw&PracticesV.S.Datey
2. VATReadyReacnorSaxena
3. IndirectTaxesJakotiya
4. IndirectTaxesSnowwhitePublications.
- 68 -
MBAIVSemester
ElectiveCode:OP406A
ValueInvestingandEquityResearch
Coursecontent:
UnitI
Introductiontovalueinvesting
Whydoesvalueinvestingwork?
Introductiontovaluation
NeedofAdvanceEquityResearchAnOverView
UnitII
Valuation(assetvalue,earningpower)
UtilizingDataSourcelikeProwessorCapitaline.
CriticalAnalysisofFinancials.
AnalyzingStrengthsofCompanies.
AnalyzingWeaknessesofCompanies.
UnitIII
Valuation(valueofgrowth)
Strategicanalysis/competitiveadvantage
ApplicationofMultipleRegression,DiscriminantAnalysis,LogisticRegressionin
identifyingpotentialstocks.
ApplicationofNeuralNetworksinidentifyingpotentialstocks
UnitIV
DividendGrowthModelAnalyzingPresentValueofGrowthOpportunities.
CapitalAssetPricingModelCostofCapital.
LimitationsofDividendGrowthModel
PEMultiplierApproach:LimitationsandApplications.
SomeThumbRulesforPEMultiplierApproach
UnitV
DiscountedFreeCashFlowMethodItsApplication.
MarketValueAnalysis&EconomicValueAddedAnalysis.
PBVROEindex;GrowthDurationMatrix;ExpectedRiskIndex.
- 69 -
UnitVI
ValueInvestingandtheInterpretationofFinancialStatements
MarginofSafety
UnitVII
RecommendedBooks:
BruceGreenwaldetal.,ValueInvesting:FromGrahamtoBuffettandBeyond
LawrenceCunningham,TheEssaysofWarrenBuffett:LessonsforCorporateAmerica
BenjaminGraham,TheInterpretationofFinancialStatements
SethKlarman,MarginofSafety
PhilipFisher,CommonStocksandUncommonProfits
DamodaranonValuation,ADamodaran,2ndEdition,WileyIndiaPvtLimited.
Investments,WilliamFSharpe,GordonJAlexander,JefferyVBailey.
Investments,ZviBodie,AlexKane,AlanJMarcus,PitbasMohanty;6thEdition,
TataMcGrawHillPublishingCompanyLimited.
FundamentalsofInvestmentManagement,Hirt&Block;8thEdition;Tata
McGrawHillPublishingCompanyLimited.
Valuation,SheridanTitman,JohnDMartin,VRaviAnshuman;2007,Pearson.
SecurityAnalysisandPortfolioManagement,DonaldEFischer&RonaldJ
Jordan;6thEdition;Pearson.
InvestmentAnalysisandPortfolioManagement,PrasannaChandra;3rdEdition;
TataMcGrawHillPublishingCompanyLimited.
ValuationofFinancialAssets,ASRamasastri;2006,ResponseBooks.
InvestmentScience,DavidGLuenberger;1998;OxfordUniversityPress.
RiskandRewardsofEquityInvestments,MSTarun&BSBodla;2004,Excel
Books.
FinancialStatementAnalysisandSecurityValuation,StephenHPenman;3rd
Edition;TataMcGrawHill.
StockMarketIntegrationandEfficiency,RKMishra,KNMukherjee;2007,
ExcelBooks.
FinancialStatementAnalysis,GeorgeFoster,2ndEdition;Pearson.
InvestmentAnalysisandPortfolioManagement,Reilly&Brown;8thEdition;
Thomson.
- 70 -
InvestmentAnalysisandPortfolioManagement,MRanganatham&R
Madhumathi;2009;Pearson.
SecurityAnalysisandPortfolioManagement,VAAvadhani;10thEdition;
HimalayaPublishingHouse.
SecurityAnalysisandPortfolioManagement,SudhidraBhat;2008;ExcelBooks.
SecurityAnalysisandPortfolioManagement,SKevin;2008;PrinticeHallof
India.
SecurityAnalysisandPortfolioManagement,PunithavathyPandian;2008;Vikas
PublishingHouse.
- 71 -
MBAIVSemester
ElectiveCode:OP407A FinancialDerivatives:TheoryandPractice
CourseContents:
UnitI
IntroductiontoDerivatives
WhatisaDerivative?
DerivativesinPractice.
OverviewoftheIndianDerivativesMarket.
TypesofTradersHedgers,SpeculatorsandArbitrageurs.
UnitII
FinancialDerivativesI:
ForwardRateAgreements.
PricingofForwardRates.
FutureContractsBasics.
PricingofFutureContracts.
MarketsofFutureContracts.
SwapContractsbasics
FuturesonStock,StockIndices,CommoditiesandCurrencies.
OptionContractsBasics.
UnitIII
FinancialDerivativesII
EquityDerivativesBasics
ForeignExchangeDerivativesBasics
CreditDefaultSwapsBasics
UnitIV
OptionPricingModels&Hedging
RiskNeutralMethodofPricingofOptionContracts.
BlackandScholesOptionPricingModel.
MarketSimulationandTrading
HedgingandDeltahedgingBasics
- 72 -
UnitV
TradingStrategies
TheGreekLetters
TheStraddle
TheStrangle
OptionSpreads
ButterflyStrategies
TheBinomialTree
UnitVI
RecommendedBooks:
1. JohnC.Hull:Options,FuturesandOtherDerivatives,8thEdition.
2. Robert W. Kolb and James A. Overdahl: Financial Derivatives Pricing and Risk
Management.
3. RobertL.McDonald:DerivativesMarket2ndEdition.
4. MondherBellalah:DerivativesRiskManagementandValue.
5. Derivatives,DavidADubofsky&ThomasW.Miller,Jr.2003,OxfordUniversity
Press.
6. DerivativesandRiskManagement,JayanthRamaVarma,2009,TataMcGraw
HillPublishingCompanyLimited.
7. FinancialDerivatives,S.S.S.Kumar,2007,PrinticeHallofIndia.
8. FinancialEngineering:DerivativesandRiskManagementbyCuthbertson,Keith
andNitzsche,Dirk;JohnWiley&Sons
- 73 -
MBAIVSemester
ElectiveCode:OP408A OperationsofBanking
Coursecontent:
UnitI
Indian Banking System; Types of Banks; market structure and financial
innovation, Regulatory Authorities :RBI, SEBI, IRDAetc.,theirmajorfunctions
Role and Functions of Banks Regulatory provisions / enactments governing
banksWholesalebankingRetailbankinginternationalbankingInterestfree
banking, Role and Functions of Capital Markets, Mutual Funds, Insurance
companies,BancassuranceImportanceofRiskmanagementinbankstypesof
risk impact and management Factoring & Forfaiting Alliances / Mergers /
Consolidation , ADR, GDR Offbalance sheet items,Participatory notes, CIBIL,
BankingCodes,BankingCodesandStandardBoards.
UnitII
Functions of Bank: BankerCustomer Relations, KYC guidelines Different
depositproductsMandateandPowerofAttorney,BankersLien,rightofsetoff
garnisheeorder,attachmentorderetc.Paymentofcollectionofchequeduties
and responsibilities of paying and collecting banker protection available to
them under NI Act Endorsements, forged instruments bouncing of cheques
and their implications. Opening of accounts for various types of customers
PrinciplesofLendingvariouscreditproducts/facilitiesworkingcapital and
term loans credit appraisal techniques approach to lending credit
management,creditmonitoring,NPAmanagement
UnitIII
NPA ManagementDefinition, concept of NPA Gross NPA and Net NPA.
Different causes of NPA. Guidelines for classification of an Asset: Basic
Consideration.RBIguidelinesforNPA.NarasimhamCommitteeonNPA.Roleof
Debt Recovery Tribunal (DRT), provisioning norms.Recovery Procedure,
Precautionsforbetterrecovery.
- 74 -
UnitIV
Banking Technology EBanking Core Banking Electronic products
Electronic payment system Online Banking Electronic fund transfer system:
RTGS, NEFT & SWIFT etc. Information Technology Current trends Global
developments in banking technology Computer audit information system
auditInformationsystemsecurityandDisasterManagement.
UnitV
Support services Marketing of Banking services products Marketing
management Marketing of services Product Life cycle, New Product
development Diversification Pricing of bank products Factors influencing
directandindirectchannelsofbankproductsPromotionPromotionmixand
roleofpromotionmixmarketingMarketinginformationsystemRoleofDSA
/DMA in Bank marketing Channel Management selling function in a bank
PortfolioandwealthmanagementTelemarketing/Mobilephonebanking
UnitVI
RecommendedBooks:
1. Principles & Practices of Banking By Indian Institute of Banking & Finance

MacmillanPublication.
2. Financial Services Information Systems Jessica Keyes Auerbach publication;
2ndedition(March24,2000)(TextBook)
3. Kaptan S S&Choubey N S., EIndian Banking in Electronic Era, Sarup& Sons,
NewDelhi,2003
4. Vasudeva,EBanking,CommonWealthPublishers,NewDelhi,2005
5. BankingTechnologyIndianInstituteofBankersPublication
- 75 -
MBA IV Semester
Elective
Marketing Management
Periods
Elective
Code
SubjectTitle
Lect.
Tutorial
OP404B InternationalMarketing
45
OP405B MarketingResearch
Agriculture&Rural
Marketing
Sales&Distribution
OP407B
Management
OP406B
OP408B RetailManagement
Distribution
ofMarks
Total
Mark
s
Credits
Duration
ofExam
Int
Ext
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
45
15
40
60
100
3Hrs.
- 76 -
MBAIVSemester
ElectiveCode:OP404B
InternationalMarketing
Coursecontents
UnitI
Introduction to International Marketing Nature, scope, Challenges and
opportunitiesinInternationalMarketing,InternationalMarketingEnvironment,
BasisofInternationalTrade,IndiaandWorldTrade,
UnitII
Internationalmarketingenvironment:EconomicEnvironment,Sociocultural
Environment,LegalEnvironment,TechnologicalEnvironment&Political
Environment
UnitIII
Entry Strategies in International Markets: Exporting, Licensing & Franchising,
Contract Manufacturing, Joint Ventures, Turnkey Projects, Fully owned
manufacturingfacilities,Assemblyoperations,Mergers&Acquisitions
UnitIV
MarketingInformationSystemsandResearch:MarketingInformationSystems
Elements of Information System, Sources of information, Selecting Information
SourcesPrimaryVsSecondaryData;Internationalmarketinginformationsystem
andmarketingresearch,ProblemsinInternationalMarketingResearch
UnitV
InternationalMarketingMixElements:InternationalMarketingMix(Product,
Price,Promotion,Place),Productdecisions,Promotionaldecisions,International
Branding,Marketingchannelandplacedecisions
UnitVI
International Marketing of Services: Characteristics of Services and their
Implications for International Marketing, Challenges in Marketing Services
Globally
- 77 -
UnitVII
BooksRecommended:
1. International Marketing Management An Indian Perspective 23eVarshney

Publisher:SultanChand2010
2. RakeshMohanJoshi,InternationalMarketing,OxfordPublishing
3. FrancisCherunilam,InternationalMarketing,HimalayaPublishingHouse,2010
4. Cateora,InternationalMarketing,SIE,TataMcGrawHill
5. PaulJustin,InternationalMarketing:TextandCases,TataMcGrawHill
6. Keegan,GlobalMarketingManagement.7/e,Pearson
7. OnkvisitandShaw,JJ.InternationalMarketing:AnalysisandStrategy.Prentice
HallofIndia2009
8. PrinciplesOfMarketing:ASouthAsianPerspective13EditionPhilip
Kotler,PrafullaYAgnihotri,EhsanUlHaquePearson,2010
- 78 -
MBAIVSemester
ElectiveCode:OP405B:
MarketingResearch
CourseContents
UnitI
Marketing Research Definition, Scope, Significance, Limitations, Ethics in
marketing research. Marketing Intelligence system, Research process,
Managementdilemma,researchproblem,hypothesisstatement,characteristicsof
agoodhypothesis,draftingtheresearchproposal
Sources of market Information, Methods of collecting Market Information
Secondary data sources, Primary data sources Observation method Web
based primary data collection, Questionnaire design, Attitude measurement
scalingtechniques
UnitII
Exploratory designs Descriptive designs Longitudinal and crosssectional
analysis, Qualitative research techniques a) Based on questioning: Focus
groups, Depth interviews, Projective techniques. b) Based on observations:
ethnography,groundedtheory,participantobservation,CausalresearchBasic
experimentaldesignsinternalandexternalvalidityofexperiments
Samplingsamplingmethods, samplingandnonsampling errors,population,

sample size, large and small samples, practical considerations in determining
samplesize
UnitIII
Marketing research techniques: Market development research: Cool hunting
socio cultural trends, Demand Estimation research, Test marketing,
Segmentation Research Cluster analysis, Discriminant analysis. Sales
forecastingobjectiveandsubjectivemethods
MarketingMixResearch:Concepttesting,Brandnametesting,Commercialeye
tracking package designs, Conjoint analysis, Multidimensional scaling
positioning research, Pricing Research, Advertising Research Readership
surveys and viewership surveys, Ad tracking, viral marketing research,
Marketing effectiveness and analytics research: Customer Satisfaction
Measurement
- 79 -
UnitIV
Data analysis Univariate analysis Bivariate analysis Multivariate analysis
Simpleandcrosstabulation,simpleandmultipleregression,Factoranalysis.
Hypothesis testing Types of tests and test selection, One sample test, Two
IndependentSampletests.Chisquaretest,testsforlargeandsmallsamples.
Reportwritingformsofreportfundamentalsofagoodreport
UnitV
BooksRecommended:
1.
S.K.Gupta,MarketingResearch,ExcelBooks,2007
2.
Ramanny Majumdar, Marketing Research: Text Application and Case Studies,

NewAgeInternationalPublication,1stReprint2005
3.
D.D.Sharma,MarketingResearch,S.Chand&Co.2ndEditionreprint2008
4.
Nair,Suja,MarketingResearch,HimalayaPublishingHouse,2007
5.
RajendraNargundkar,MarketingResearchText&Cases,TataMcGrawHill,2008
6.
Luck&Rubin,MarketingResearch,PrenticeHall7thEdition2008
7.
Malhotra,MarketingResearch:AnAppliedOrientation,6e,Pearson
- 80 -
MBAIVSemester
ElectiveCode:OP406B:
Coursecontents
Agriculture&RuralMarketing
UnitI
Introduction to Rural Marketing: Definition and Concept of rural marketing,
characteristics of rural marketing, need and significance of rural markets,
Environmental factors affecting rural marketing, Indian scenario of rural
marketing.
UnitII
Aspects of Rural Marketing: Difference between rural markets and urban
markets,Problemsandopportunitiesinruralmarketing,marketingmixinrural
marketing (4 As of rural marketing), profile of a typical rural consumer (rural
consumerbehavior)
UnitIII
MarketingofGoods&servicesFeaturesandstrategiesofmarketingofFMCG,
Durable goods & Services (Banking& other financial services) in rural markets,
marketingofagriculturalinputs,marketingofruralartisanproducts
Rural marketing strategies Rural marketing strategies related to product,
pricing,promotion,packaging,distributionandsegmentation
UnitIV
- 81 -
Agriculture Marketing Understanding Agricultural Markets, Nature & scope,

Objectives of Agriculture Marketing, Challenges in Agriculture Marketing, Its
Economicimportance,AgriculturalProducesandtheirmarket,Exportpotential
foragriculturalproducts.
UnitV
Rural Retailing Development &Growth of organized retailing, types of retail
outlets & role of retailers, problems of rural retailers, rural malls & erural
marketing (Innovative practices in rural retailing in India like Hariyali kisaan
bazaar,ITCsechoupalinitiative,HULsprojectShakti,TriveniKhushaliBazaar
andGodrejAadhar)
UnitVI
BooksRecommended:
1. Badi&Badi,RuralMarketing,HimalayaPublishingHouse,2014
2. TP.Gopalswamy,RuralMarketing:Environment,ProblemsandStrategies
VidyaVikas 2011
3. K.S.Habiburahaman,RuralMarketinginIndian,HimalayaPublication,2003
4. Krishnamacharyullu&Ramakrishnan,RuralMarketing:Text&Cases,Pearson,
2/e,2012
5. Dogra&Ghuman,RuralMarketingConcepts&Practices,TataMcGrawHill,
2011
6. BirSingh,RuralMarketing,AnmolPublications
7. PradeepKashyap,RuralMarketing,2e,Pearson,2012
MBAIVSemester
ElectiveCodeOP407B:
SalesandDistributionManagement
- 82 -
Coursecontents
UnitI
Sales Management Objectives, Sales Planning Strategic role of sales
management.OrganizingthesalesforceRecruitment,selectionandtrainingthe
sales force. Personal selling process Sales knowledge Knowledge about the
product,customersandtechnologyRelationshipSellingProcess
UnitII
PlanningsalescallsBuildinglongtermpartnershipbysellingSalesAidsUse
of technology in salesField Sales Planning Compensation and Evaluation of
Sales Force. Sales Quotas and Targets Sales ControlSpecialized techniques in
sellingTeleMarketingOnlineMarketingMultiLevelMarketing
UnitIII
Developing the Sales Force for Industrial Customers and Consumer products
SalesMeetingsandFieldSalesControlValueaddedsellingNetworkMarketing
Mailordersellingsalesaudit.
UnitIV
MarketingChannels:Definition&Importance,FunctionsofMarketingChannels
Intensive, Selective & Exclusive distribution strategies, Decisions in Channel
Management, Wholesaling: Concept, Importance, Functions Wholesaler
MarketingDecisionsTrendsinWholesaling
UnitV
Introduction to Supply Chain Management: Concept significance
components, Channel selection Channel Conflicts & its Resolution Channel
Performance Evaluation, Technology in distribution: Barcoding RFID
ElectronicpaymentSystems.
UnitVI
- 83 -
BooksRecommended:
1.
Havaldar,SalesandDistributionManagement:TextandCases,TataMcGraw
HillEdition
2.
Prof.SarwadeW.K,SupplyChainManagement,ALPBooks,NewDelhi2010
3.
ChunawalaSA,SalesManagement,HimalayaPublications,2007
4.
S.L.Gupta,SalesandDistributionsManagement,ExcelBooks,2007
5.
P.K.SahirKishorCRaut,Salesanddistributionmanagement,VidyaVikas
2008
6.
KrishnaHawaldarVMKaule,Salesanddistributionmanagement,Tata
McGrawHill2006
7.
BhatK.S,Sales&DistributionManagement,HimalayaPublications,2014
8.
Tanner,SalesManagement,1e,Pearson
- 84 -
MBAIVSemester
ElectiveOP408B
Coursecontents
UnitI
RetailManagement
Retailing: Concept, Importance, Functions of retailing, Indian Vs Global

Scenario,Store&NonStoreRetailing,Franchising,Unconventionalchannels.
Retail Strategies, Differentiation strategies, Growth strategies, Expansion
Strategies,Pricingstrategies
Retail Marketing mix Retail consumer buying behavior, factors influencing
buyingbehavior,Segmentation,positioning.
UnitII
RetailLocation:Selectingthestorelocation,marketareaanalysis,factorsaffecting
attractiveness of market areas and trade areas, estimating sales potential, trade
area analysis, measurement and definition of trade area, Site evaluation and
selection
UnitIII
Store Design: Store layout, Types of layouts, Factors affecting store layout,
creating a store image& buyingenvironment,TheExterior:marquee,entrance,
door types, walk ways, display windows, colors and materials. Store Interiors,
Merchandisepresentationtechniques,visualmerchandisingStoresecurity
StoreAdministration:Floorspacemanagement,Managingstoreinventoriesand
display
- 85 -
UnitIV
Merchandising&RetailCommunicationMix:Concept,Importance,Functions,
Steps in merchandising planning, Category management Concept, Assortment
planning process: need for tradeoff between variety, assortment and product
availability, Assortment plan, Introduction to Private label brands, Planning
retailcommunication,Managinginstorepromotionsandevents
UnitV
BooksRecommended:
1. Prof.SarwadeW.K.,RetailManagement,ALPBooks,NewDelhi2010
2. SwapnaPradhan,RetailingManagement,TataMcGrawHill,2006
3. RetailManagementGibsonVedamani,JaicoPublishingHouse
4. Berman&Evens,RetailManagement:AStrategicManagement,PrenticeHall
NewEdition2007
5. Bajaj, Chetan, Tuli, Rajnish and Srivastava, Nidhi; Retail Management; Oxford
UniversityPress;NewDelhi.
6. Cox,Retailing:AnIntroduction,5e,Pearson
7. ArifSheikh&KaneezFatima,RetailManagement,HimalayaPublishing2011
8. HarjitSingh,RetailManagementAGlobalPerspective,S.Chand&Company
2011
9. SujaNair,RetailManagement,HimalayaPublishing 2007
- 86 -
MBA IV Semester
Elective
Human Resource Management
Periods
Elective
Code
SubjectTitle
OP404C LabourLaws
Performance
OP405C ManagementSystem
Compensation
OP406C Management
HumanResource
Development:Strategies
OP407C &System
CrossCultural&Global
HumanResource
OP408C Management
Lect Tutorial
Distribution
ofMarks
Int
Ext
Total
Marks
Credits
Duratio
nof
Exam
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
45
15
40
60
100
3Hrs
- 87 -
MBAIVSemester
ElectiveCode:OP404C LabourLaws
Coursecontents
UnitI
The factories act 1943, approval licensing and Registration Inspecting staff
healthwelfareworkinghoursannualLeavewithwagesperiodicalReturns
registersandrecords.
The Contract Labour(Regulation and Abolition) act 1970 advisory boards

Registration of establishments licensing of Contractorswelfare and health of
contractsLabourRegistersandotherrecordstobemaintained
UnitII
The Bombay Shops and establishments act 1948.Registration of Establishment
LicensingofshopsandcommercialestablishmentresidentialHotels,Restaurants
andeatinghousesamusementorentertainmentLeavewithPayandpaymentof
wages heath and safety Maintenance of registration records and annual
reports
UnitIII
TheMinimumWagesact1948,fixingofMinimumratesofWagesProcedure
forfixingandrevisingminimumwagesadvisoryboardsandcommitteeswages
in kind wages for workers. who work for less than normal working day
wagesfortwoormoreclassesofworkMinimumtimeratewagesforpiecerate
workMaintenanceofregistersandrecords.
The Payment of wages act 1936 Fixation of Large periods Time of payment of
wagesdeductionwhichmaybemadefromwagesMaintenanceofregistration
andrecords
- 88 -
UnitIV
ThePaymentofbonusact1965computationofgrossprofitandavailablesurplus
eligibility and disqualification for labour payment of minimum and maximum
bonus calculation of bonus with respect to certain employee Proportionate
deduction inbonus in certaincases computation ofnumberofworking days
timelimitforpaymentofbonus
Thepaymentofgratuityact1972entireact
Theworkerscompensationact1923entireact
UnitV
BooksRecommended:
1. ND Kapoor, elements of mercantile law , Sultan Chand and sons 29th Revise
edition2008
2. S.CShrivastava,IndustrialrelationandlabourLaws,Publishinghouse2008
3. PadhiLabourandIndustriallawsPrinticeHallofIndiaVikas1stedition2007
- 89 -
MBAIVSemester
Specialisation:
Human
Resource
Management
ElectiveCode:OP405C PerformanceManagementSystem
Coursecontent:
UnitI
Introduction of Performance Management System, Defining Performance
Management System Performance Planning, Performance Coaching and
Performance Appraisal Performance Management System and other workforce
processes like Career Planning, Compensation Management and Separation
Planning, Performance Planning, Linking individual and team goals to
organizational goals, Goal Setting Procedure. Performance Improvement for
TeamsBuildingaHighPerformanceTeam.PerformanceEthics
UnitII
Performance Appraisal, Definition and Objectives of Performance Appraisal,
ProcessofPerformanceAppraisalSelfAssessmentanditsimportanceMethods
of Performance Appraisal Traditional and Modern, Straight Ranking Method,
Paired Comparison Method, Critical Incident Method, Behaviorally Anchored
Rating Scale Pitfalls of the Performance Management Process.Understanding
PoorPerformanceCommonReasonsforPoorPerformance,AttitudeProblems.
UnitIII
Management by Objectives Process and Importance, Why Performance
Appraisal fails, Halo Effect, Cultural issues in Performance Appraisal,
ManagingExpectations,Roleofcommunicationinprocess,Howtominimizethe
effect of causes for failure of Performance Appraisal, Performance Coaching,
Performance Appraisal as a Training Need Assessment, Counseling for better
performance, Feedback Mechanisms in organizations Important Elements of
Career
- 90 -
UnitIV
Training the superiors to give constructive feedback, Current Trends in
Performance Management Systems, Emphasis on Continuous Feedback, 360
DegreeADebate,AssessmentCenters,UseofTechnology,Challengesaheadin
Performance Management Systems, Potential Appraisal, Assessment Center,
System of Pay for Performance, Adhering to Business Plan Performance
Improvement Through Innovation and Creativity. International Performance
Management
UnitV
BooksRecommended:
1. R.K.Sahu,PerformanceManagementsystem,ExcelBooks,2007.
2. T.V.Kao,Appraising&DevelopingManagerialPerformance,ExcelBooks,
2007.
3. G.K.Suri,C.S.VenkataRatnam,N.K.Gupta,PerformanceMeasurementand
Management,ExcelBook,2007.
4. SarmaA.M.,PerformancManagementsystems,HimalayaPublicationHouse,
2008.
5. Kandula,PerformanceManagement,straltgies,interventions,Drivers,Printice
HallofIndia,2007.
6. Cardy,PerformanceManagementconceptsskills&exercise,prenticeHallof
India2007.
7. PerformanceManagement(2ndEdition)HermanAguinis2008
8. PerformanceManagementandAppraisalSystems:HrToolsforGlobal
CompetitivenessFirstEdition,ResponseBooks(2004)
9. PerformanceManagementSystemsandStrategies,DipakBhattacharyya
PearsonEducationIndia
- 91 -
MBAIVSemester
Specialisation:
Human
Resource
Management
ElectiveCodeOP406C:CompensationManagement
Coursecontent:
UnitI
WagesandSalariesdeterminationDifferencebetweensalaryandwagesBasis
for compensation fixation Preparation of Pay Roll Role of Compensation in
creatinghighperformingorganizations.
UnitII
ComponentsofwagesBasicWagesOvertimeWagesDearnessAllowance
BasisforcalculationTimeRateWagesandEfficiencyBasedWagesIncentive
Schemes Individual Bonus Schemes Halsey, Halsey Weir, Rowan Group
BonusSchemesEffectofvariouslaborlawsonwages
UnitIII
ComponentsofsalaryEffectofvariousindustriallawsonsalaryOtherBenefits
Subsidized Transport Subsidized food in canteen, Nonmonetary Incentives
Calculation of Income Tax implications while calculating the income of an
individual Cost to the Company. Pay for Performance: The Evidence Pay for
Performance Plans Relationship of Compensation to Other Functions
PerformanceAppraisals
UnitIV
ValuationofPerquisitesTaxabilityofvariouscomponentsofsalaryandwages
likeAllowances,Gratuity,LeaveEncashment,ReceiptsonVoluntaryRetirement
Scheme, Leave Travel Assistance, Medical Reimbursement, Employees Stock
OptionScheme.UnionRoleinWageandSalaryAdministration
UnitV
FixationofTaxLiabilityTaxdeductionatsourceDeductionsandTaxRebates
to be considered while deciding tax deducted at source Tax Deduction
Certificates Compensation Management in MultiNational organizations
International Pay SystemsGovernment and Legal Issues in Compensation
BudgetsandAdministration
UnitVI
- 92 -
BooksRecommended:
1. Milkovich,Compensation,SIE,TataMcGrawHillEdition,9780070151581
2. GeorgeMikovich,Compensation,McGrawHill9thEdition2008
3. B.D.Singh,Compensation,&RewardManagement,ExcelBooks,2007
4. SubhasheshBhattacharya,Compensationmanagementconcept&current
practices,ICFAIpress2008.
5. BarryGernart&SaraRynes,Compensation,SagesouthSagesouthAsia
Publisher,2008.
6. SoffiaDube,CompensationManagement,ExcellentBooks,2006.
7. CompensationManagement,DipakKumarBhattacharyya,OUPIndia,2009
8. COMPENSATIONMANAGEMENT:RewardingPerformance,S.S.
UPADHYAY,GlobalIndiaPublications,2009
9. CompensationManagementinaKnowledgeBasedWorld(10thEdition),
RichardIHenderson,2005
- 93 -
MBAIVSemester
Specialisation:
Human
Resource
Management
ElectiveCodeOP407C:HumanResourceDevelopment:Strategies&Systems
Coursecontent:
UnitI
Human Resource Development: Concept, scope, objectives, significance, HRD
policy, HRD system & Structure, HRD administration, Role of HRD managers,
culture&climateofHRDinorganization,HRDprocess.HRDneedsassessment
systems & processes, steps involved in HRD needs assessment, strategic
DimensionsofHRD.
UnitII
StrategicsignificanceofHRD,ProcessofframingofHRstrategies,RoleofHRD
strategies,levelsofHRDstrategies,processofintegrationofHRDstrategieswith
businessstrategies,HRDinterventions/Techniques,Globalization,Technology&
HRD issues, Managing Diversity for HRD, Employee development & Multi
skillingforHRD,CompetencyDevelopmentforHRD,HRDChallenges.
UnitIII
Knowledge Management for HRD: Concept, importance and benefits of KM,
Building Knowledge Organization, Strategic framework for Knowledge
Mapping, Learning Organization, steps & strategies for developing learning
organization.
UnitIV
Quality Management Practices and HRD: Quality & HRD linkages, Employee
Empowerment & Quality of work life, HRD & SixSigma practices, Quality
Circles & Total employee involvement for HRD, productivity & HR,
ManagementofChange&HRD.
UnitV
BooksRecommended:
- 94 -
1. SubbaRao.PHumandevelopment,HimalayapublishingHouse,2007.
2. JohP.Wilson,HumanresourceDevelopment,Koganpage,2ndedition2005.
3. RichardRegis,StartegicHumanResourceManagement&Development,Excel
books,1stedition2009.
4. P.CTripati,HumanResourseDevelopmentSultanChand&Sons5thRevised
edition
5. 2002.
6. LalithaSrividya,HumanResourseDevelopment,HimalayaPublishingHouse
,2009.
7. Dr.Bhattachrya,HumanResourseDevelopment,HimalayaPublishingHouse.
- 95 -
MBAIVSemester
Specialisation:HumanResource
Management
ElectiveCodeOP408C: CrossCultural&GlobalHumanResourceManagement
Coursecontent:
UnitI
Concept of IHRM ,issues in IHRM, barriers to effective Global HRM , social &
cultural context of IHRM, cultural sensitivity, social, religious & economic
implications, Hofstedes Model of four cultural Dimensions, Workforce
Diversity,strategiesformanagingworkforcediversity
UnitII
Expatriation & repatriation, selection process of expatriate, expatriation
adjustment process , expatriate failure, types of cross cultural training, culture
shock, Repatriate training, International Human Resource Planning, issues in
supplyofInternationalHumanResources.
UnitIII
Understanding role of culture, communicating across culture: culture noise,
cultural variables in communication process, managing cross cultural
communication. Cross cultural Negotiation & Decision making: Negotiation
process, understanding Negotiating Styles, managing negotiation, culture
influenceondecisionmaking,crossculturalleadership.
UnitIV
Compensation Management in International Context: objectives & key
components of international compensation, emerging issues in compensation
management, Performance Management for expatriates, Issues & challenges in
internationalperformancemanagement.
UnitV
- 96 -
BooksRecommended:
1. International Human Resource Management by Edwards ,2011,ISBN
9788131715222,PearsonPublicationLtd.
2. International Human Resource Management 2ndedition ,bychris Brewster ,Paul
sparrowandGuyVernonISBN:978143981596,McGrawHillpublication.
3. InternationalHumanResourceManagement:TextandCasesbyK.Ashwathappa
,2007,ISBN:9780070656123,McGrawHillpublication.
- 97 -
MBA IV Semester
Elective
Production and Operation Management
Elective
Code
OP404D
OP405D
OP406D
OP407D
OP408D
SubjectTitle
GoalProgrammingIn
Management
Transportation
Management
ServiceOperations
Management
WorldClassManufacturing
MaintenanceManagement
Distribution
Lectures
ofMarks
Int
Ext
Credits
Duration
ofExam
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
60
40
60
100
04
3Hrs.
Total
Marks
- 98 -
MBASemesterIV Specialization:Production&OperationManagement
ElectiveOP404D:
GoalProgrammingInManagement
CourseContents
GoalProgramming,BasicConceptModelFormulation,GraphicalandSimplexMethod;
Integer Goal Programming, PostOptimal Sensitivity Analysis; Parametric Goal
Programming; Goal Programming Under uncertainty; Application of Goal
Programming in Functional Areas of Management; Implementation of Goal
Programming; Introduction to some Application Software such as QSB, Micro
ManagerandLIGO.
classroom.
BooksRecommended:
1. Cook, Thomas M and Rursell, Robert A. Introduction to Management Science.
3rded.EnglewoodCliffs,NewJersey,PrenticeHallInc.1985.
2. Eppen,GD.etc.QuantitativeConceptsofManagement.EnglewoodCliffs,New
Jersey,PrenticeHallInc.1994.
3. Ignizio, J P. Goal Programming and Extensions. Lexington, Lexington Books,
1976
4. Ijier Y. Management Goals and Accounting for Control. Amsterdam, North
Holland1965.
5. LeeSM.GoalProgrammingforDecisionAnalysis,Philadelphia,Auerbach,1971.
- 99 -
ElectiveOP405D:
TransportationManagement
CourseContents
Growth the Urbanization and Problems of Transportation; TransportChallenges and
Limitations; Government Activities in Transportation; Transportation System
Planning; Operation and Management; Trip Generation and Distribution; Load
Planning; Transportation Modes and their Selection; Sequential Travel Demand
Forecasting Models; Future Developments in Transportation; Motor Vehicle Act 1988
anditsImpactonUrbanTransportSystem;EmissionNorms.
classroom.
BooksRecommended:
1. Baerwald, J E. Transportation and Traffic Engineering Handbook, Englewood
Cliffs,NewJersey,PrenticeHallInc.,1976.
2. Bell,G.etc.TheBusinessofTransport.Plymouth,McDonaldandEvans,1984.
3. Dickey, J W. Metropolitan Transportation Planning. New Delhi, Tata McGraw
Hill,1980.
4. Grey G. E. and Hole. L A. Public Transportation Planning: Operations and
Management.EnglewoodCliffs,NewJersey,PrenticeHallInc.1979.
5. Gupta,MP.MetropolitanTransportationSystem.NewDelhi,National,1983.
6. Papacostas, C S. Fundamentals of Transportations Engineering, Englewood
Cliffs,NewJersey,PrenticeHallInc.1987.
- 100 -
ElectiveOP406D:
ServiceOperationsManagement
CourseContents
Matrix of Service Characteristics; Challenges in Operations Management of Services;
AggregateCapacityPlanningforServices;FacilityLocationandLayoutforServices;Job
DesignSafetyandPhysicalEnvironment;EffectofAutomation;OperationsStandards
andworkMeasurement;MeasurementandControlofqualityofServices;Dynamicsof
Service Delivery System; Scheduling for Services Personnel and Vehicles; Waiting
Line analysis; Distribution of Services; ProductSupport Services; Maintenance of
Services;InventoryControlforServices;CaseStudiesofProfessionalServices.
classroom.
BooksRecommended:
1. Bowmen David E. etc. Service Management Effectiveness: Balancing Strategy,
Organization and Human Resources, Operations and Marketing. San
Francisco,JosseyBass1990.
2. Collier David A. Service Management: Operating Decisions. Englewood Cliffs,
NewJersey,PrenticeHallInc.1987.
3. Fitzsimmons,JamesAandSullivan,RobertS.ServiceOperationsManagement,
NewYork,McGrawHill1982.
4. Heskett, JamesLetc.ServiceBreakthroughsChangingtheRules of the Game.
NewYork,FreePress,1990.
5. Murdietk, R G. etc. Service Operations Management. Boston, Allyn and Bacon,
1990.
6. Sharma,JK.ServiceOperationsManagement,Delhi,Anmol,2001.
- 101 -
ElectiveOP407D:
WorldClassManufacturing
CourseContents
World Class Manufacturing Environment; Imperatives for success Technology,
System Approach and change in the mindset; Strategic Decisions in Manufacturing
Management; Choice of Technology, Capacity, Layout/Automation in Material
handling Systems; Aggregate Planning and Master Production SchedulingMaterials
Requirement Planning (MRP) Software in Use, Manufacturing Resources Planning
(MRP11) Software in Use. Implementation Problems/Indian experience; Optimized
Production; Technology Principles advocated by EliyahuGoldtratt; Just in Time
System; JIT Manufacturing System, JIT Pull System Use of Kanban, JIT Purchase
SourceDevelopment,BuyerSellerrelations;SupplyChainManagement/Bench
Marking;
TotalQualityManagementTQMPhilosophy,TQMPrinciples,TQMToolsincluding
Circles, SQC/Acceptance Samplings, Quality through Design, QFD Quality House,
Failure Mode Effect analysis, Fault tree analysis, Concurrent Engineering Principles
Taguchis, Quality loss function and Robust Design Concept, Designing Products thro
Fuzzy Logic, Quality Management System and ISO9000 Standards; Total Employee
Involvement and Small Group Activities; Customer Driven Project Management
(Integration of TQM, Project Management Systems with customer Driven team
Structure)/ Automation in Design and Manufacturing; Automated Material Handling
equipments,RoleofITinWorldClassManufacturing,FlexibleManufacturingSystem
(FMS),GroupTechnology/CellularManufacturingSystem;SixSigma.
classroom.
- 102 -
BooksRecommended:
1. Buffa,ElwoodsandetalProgrammedlearningatforProductionandOperations
ManagementIllinois,LearningSystemCo.1981.
2. Devitsiotis,KostasN:OperationsManagementAuckland.McGrawHill,1981.
3. Hughes, Chris: Productions and Operations Management. London, Pan Books,
1985.
4. Schonberger, Richard J: Japanese Manufacturing Techniques. NY, Free Press,
1982.
- 103 -
ElectiveOP408D:
MaintenanceManagement
CourseContents
Importance of maintenance objectives of maintenance structure of the plant
reasonsforandnatureofmaintenanceproductionmaintenancesystems.
Typesofmaintenancemaintenancesystemsplannedandunplannedmaintenance
breakdown maintenance corrective maintenance opportunistic maintenance
routine maintenance preventive maintenance predictive maintenance condition
based maintenance systems designout maintenance selection of maintenance
systems.
Maintenanceplanningandschedulingestablishingamaintenanceplanitemstobe
maintained.Maintenanceorganizationresourcecharacteristicsresourcesstructure
maintenancecontroladministrativestructuretrainingofmaintenancepersonnel
Systemoperationsanddocumentationdocumentingmaintenanceoperationsrecord
keeping data collection and analysis failure statistics planning and scheduling
plantshutdowns
Depreciation&MachineLife,Replacementpolicies,sparesandtypesofspares,spares
planning, maintenance control, network techniques in maintenance activities,
evaluationofmaintenanceperformance
Total productive maintenance development and scope basic systems of TPM

proceduresandstepsproductivitycirclesTPMasapartofTQMbenefitsofTPM
Safetyprecautionscharacteristicsofitemstobemaintainedclassificationofitems
maintenance procedure guidelines for matching procedures to items universal
maintenanceprocedureestablishinganewmaintenanceschedule
classroom.
- 104 -
BooksRecommended:
1. MaintenancePlanningandControlAntonyKellyEastWestPressPvt.Ltd.
MBA IV Semester
- 105 -
Elective
INFORMATION TECHNOLOGY / SYSTEMS
Elective
Code
SubjectTitle
Lectures
OP404E
ComputerEthics
Distributionof
Marks
Total
Credits
Int
Ext
Marks
60
40
60
100
04
Duration
ofExam
3Hrs.
3Hrs.
OP405E
CyberLaw
OP406E
InformationSystemsAudit
OP407E
MultimediaManagement
OP408E
SecurityAndControl
60
40
60
100
04
60
40
60
100
04
60
40
60
100
04
60
40
60
100
04
3Hrs.
3Hrs.
InformationSystem
MBASemesterIV
ElectiveOP404E:
ComputerEthics
CourseContents
Specialization:I.T./SYSTEMS
3Hrs.
- 106 -
UnitI
History of Computers, Computer Ethics, Technology and Ethics, Computer Ethics and
Morality,EthicalDecisionMakinginComputing,DistinctionbetweenLawandEthics,
Computer Crime, Computer Criminals, Computer Fraud, Hackers and Hacking,
ComputerSabotage.
UnitII
ProblemofInformationOwnership,IntellectualPropertyRights,ProtectingIntellectual
Property, Software Piracy, Free Software, Invasion and Right of Privacy, Methods of
PrivacyViolation,ProtectingPrivacy.
UnitIII
Computer Reliability, Professional Responsibility, Solutions to Problems Related to
Computer Reliability, Ethical Issues in Robotics, Disciplines involved in Robotics,
DifficultiesofProgrammingRobotsforEthics.
UnitIV
Phising, Pharming, Software Bombs, Music Sharing, Open Source Software, Identity
Theft.ACMCodeofEthicsandProfessionalConduct,IEEECodeofEthics.
UnitV
At least 10 Case Studies on Computer Ethics with respect to applications of computer
andInformationTechnology.FollowingfieldstobeincludedComputersandBusiness
Computerized Workplaces, Telecommuting, Electronic Business, Computers and
HealthTechnostress, Medical Robots, Telemedicine, Computers and EducationFuture
Schools, School Survillance, Electronic Learning, Computer and PoliticsInternet
Democarcy,ElectronicGovernment,ElectronicVoting,EnvironmentalProblem.
- 107 -
BooksRecommended:
1. Stamatellos G., Computer Ethics: A Global Prespective, Jones and Bartlett

Publishers,2007.
2. JohnsonD.G.,ComputerEthics,ThirdEdition,PearsonEducation,2007.
3. Ermann D., Shauf M. S., Computers, Ethics, and Society, Oxford University
Press,2003.
4. Winston M., Edelbach R., Society, Ethics, and Technology, Cengage Learning,
2013.
5. BargerR.N.,ComputerEthicsACasebasedApproach,CambridgeUniversity
Press,2008.
- 108 -
MBASemesterIV
ElectiveOP405E:
CyberLaw
CourseContents
UnitI
BasicConcepts,OverviewofCriminalLaw,CivilLaw,MensRea/ActusRea,Hierarchy
ofCourts(Criminal/Civil),ConceptofSeizure(Panchanama),Freezer,Forfeiture.
UnitII
TraditionalCrime(IndianPenalLaw)andCyberLaw,JurisprudenceofCyberLaw,
GeneraloverviewofComputersandWebTechnology.
UnitIII
ElectronicsGovernance,EcommerceandLegalIssue,SecureElectronicRecordand
SecureElectronicSignatures,ElectronicSignatureCertificates,UseofElectronicRecord
andDigitalSignature.
UnitIV
UseofElectronicContractandRelevantProvisionsinInformationTechnologyAct,
CyberLawandIntellectualPropertyIssue,OverviewofLawrelatedtoIntellectual
PropertyinIndia.
UnitV
LawofCopyRightandCyberSpace,LawofTradeMarkandCyberSpace,CyberCrime
andPreventivemeasures,
UnitVI
OffencesandPenaltiesunderInformationTechnologyAct,CyberLawAppellate
Tribunal,GuidelinesforCyberCaf,OverviewofStationaryinElectronicService
delivery.
UnitVII
Blockingofwebsites,DigitalEvidenceandEvidenceLaw.
- 109 -
UnitVIII
classroom.
BookRecommended:
1. AuthorSoodVivek,CyberLawSimplified,Publisher:TATAMCGRA2004.
2. Author Ratanlal and Dhirajlal, Law of Evidence, LexiNexis Butterworth Wadhwa, 25th
Edition.
3. AuthorDr.VeenaMaadhavTonapi,2Edition,PublisherUniversalLaw(2013).
4. IndianCyberLaw,,UniversalLawPublishingCo.Pvt.Ltd,2001
5. Author : Kamlesh N Agarwala, Murli D Tiwari, IT and The Indian
LegalSystem,MacmillanPublishersIndia,2002
- 110 -
MBASemesterIV
ElectiveOP406E:
INFORMATIONSYSTEMSAUDIT
CourseContents
UnitI
Auditing Concepts, ISA Need, Concept, Standards, Performance, Steps, Techniques,
MethodologiesAroundandThroughComputerControlsConcept,Objectives,Types,
Risk,
UnitII
ExposuresITEnvironmentHardware,SystemSoftware,O.S.,Infrastructure,Network,
documentationReviewofPerformance
UnitIII
Network Concepts, LAN, WAN, ClientServerArchitecture, Internet, DEI, email,
Encryption,DigitalSignatureReviewofPerformance,procurementandothercontrols
UnitIV
Software Procurement and Development SDLC Meaning and IS Auditors Role
Traditional,SSAD,OOM,Prototyping,4GL
- 111 -
UnitV
Project Management Testing Implementation Review IS Operations Planning,
Organizing, Scheduling, SCM, Problems Management, Record Maintenance, QA and
QC,ReviewandControls
UnitVI
ControlsInput,Process,Validation,Output,LogicalAccess,PhysicalAccess,Database,
Network,Environment,BCPEvidencecollection,EvaluationandReporting
UnitVII
Methodologies IS Strategies and Management Organizational structures, Long Term
andShortTermPlans,HRPolices,Segregationofduties.
UnitVIII
classroom.
BooksRecommended:
1.ByWeber,Information:Control&Audit,Pearsonedition2008.2.ByRon
Weber,EDPAuditingConceptualFoundationsandPractices,TataMcGrill
2ndedition2001.
3.ByMohanBhatia,AuditinginaComputerizedEnvironmentTataMcGrill
2ndedition2001.
4.ByJackJ.Champlain,AuditingInformationSystems
- 112 -
MBASemesterIV
ElectiveOP407E:
MultimediaManagement
CourseContents
UnitI
IntroductiontoMultimedia,StagesinaMultimediaProject,MultimediaHardwareWindows
vsMacintosh,MemoryandStorageDevices,I/ODevices,MultimediaSoftwareTextEditing
and Word Processing Tools, OCR Software, Painting and Drawing Tools, Image Editing
Tools,SoundEditingTools,BasicToolsforMakingInstantMultimedia,AuthoringTools.
UnitII
Multimedia Building Blocks TextFonts, Designing Text, Font Editing and Design Tools,
Hypermedia and Hypertext, SoundDigital Audio, MIDI Audio, Audio File Formats,
Vaughans Laws of Multimedia Minimums, Adding Sound, ImagesBitmaps, Vector
Drawing, 3D Drawing and Rendering, AnimationPrinciples of Animation, VideoAnalog
Video,DigitalVideo,ShootingandEditingVideo.
UnitIII
Internet History, Multimedia and Internet, Tools for the World Wide WebDesigning for
WorldWideWeb,WebServers,WebBrowsers,SearchEngines,AssemblingandDeliveringa
ProjectTesting, Delivering on the World Wide Web, , Planning and Costing, Scheduling,
Estimating,BidProposals,DesigningandProducing,Delivering.
UnitIV
Where to use Multimedia?, Multimedia in Education & Training, Multimedia in Business,
Schools, Home, Public Places. Multimedia Applications Hotel Management, Banking
InformationSystem,TouristInformationSystem.
- 113 -
UnitV
classroom.
BooksRecommended:
1. ByB.Prabhakaran,MultimediaDatabaseManagementSystems(2007),KluwerAcademic
Publishers.
2. ByE.S.Alshaer(Author),G.Pacifici(Author),EhabS.AlshaerManagementofMultimedia
OnTheInternet,Springerpublisher2008.
3. Vaughan,Tay:MultiMedia:Makingitwork,NY,McGrawHill1997.
- 114 -
MBASemesterIV
Specialization:I.T./Systems
ElectiveOP408E:
SECURITYANDCONTROLINFORMATIONSYSTEM
CourseContents
UnitI
IntroductiontoSecurity:NeedforSecurityandcontrol,RiskstoInformationsystem
dataandresources,DefinitionofInformationsecurity,Computercrimesandvirus,
Internalcontrol,
UnitII
Typesofsecurity,PhysicalSecurity:Threatstosecurity,Physicalaccess,Fire,andtheft
protectionEnvironmentalhazards;LogicalSecurity:Threatstosecurity,
UnitIII
AccesscontrolIdentification,Authentication,Authorization,Passwordcontroland
managementAccesscontrolsoftware;DataSecurity:Threatstosecurity,Accesscontrols,
Backupandrecoverystrategies,Datainput/outputcontrolDataencryption;
UnitIV
TeleCommunicationSecurity;Physicalsecurity,LogicalAccesssecurity,Dialinaccess
security;Networkmanagementcontrol,Authenticationprotocols,
Internet/intranet/extranetsecurity,
- 115 -
UnitV
ComputerconfigurationandoperationSecurity:Hardware/Softwaresecurity,Start
up/Shutdownprocedures,Backup/recoverystrategies;PersonalSecurity,Threats
Security,protectionfrompeople,Protectionofemployees:SecurityPlanning:Riskand
Securitypolicy,Securitymanagement,Securityaudit.
UnitVI
classroom.
BooksRecommended:
1. ByStephenCobb,Cobbs,GuideToPcAndLanSecurity2001,backinprint.com
2. ByPeterT.Davis,BarryD.Lewis,ComputerSecurityforDummies2006,JohnWiley&
SonsInc(Computers)
3. ByPaulBuis,ChrisHare,RobertKelley,InternetSecurity,NewRidersPublishing;
Bk&CDRomedition
4. ByJoelSnyder,ChrisHare
,Derek Atkins, Internet Security: Professional
Reference with Cdrom, 2nd edition,New Riders Publishing Thousand Oaks, CA,
USA1997.
=**=
S*/0070214/

Mba Syllabus For III IV Sem 2014-15

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S-[F] SU-02 June-2014-2015 All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.

--2- {{jES BE |i :1) . {I xjE, {I M,

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

MBA III Semester

Unit- II Strategic Intent & Strategy Formulation:

Unit-III Strategic & Portfolio analysis:

Unit-IV Types of Strategies:

Unit-V Strategy Implementation & Evaluation

Unit- VI New Business Models and Strategies for e_commerce

Characteristics of e_commerce, Business Models and Strategies, Internet Strategies for

1. Keen, Peter G.W.: Decision Support System an Organizational Perspective Addison

MBA III Semester

Jensen Theory, Mosaic Theory, Jensens Alpha Theory , Optimum Portfolio,

Avadhani, V.A, Security Analysis and Portfolio Management, Himalaya

Security Analysis and Portfolio Management by Donald E. Fischer6th

MBA III Semester

Meaning, Diversity of Consumer Behavior, Importance and impact of Consumer

Belch, Advertising and Promotion: An Integrated Marketing, SIE, Tata

Kumar N Mittal R , Advertising Management, Amol Publication, 1st Edition

Chunawala SA, Advertising Sales and Promotion Management, Himalaya

Definition and nature of industrial marketing, classification of industrial product, the

MBA III Semester

Wage & Salary Administration General consideration in wage & Salary

1. R.S Dawar ,Personnel Management and industrial relation,Vikas Publishing

1. Raymond Andrew Noe, Employee Training & Development, McGraw Hill,

MBA III Semester

MBA III Semester

INFORMATION TECHNOLOGY / SYSTEMS

1. S. Sudarshan, Korth, Silberschatz, Concepts of Database Management System,

1. By Deepak Pareek, Business Intelligence For Telecommunications 2006, Auerbach

SelfAssessment of Qualities, Skills, Resources and Dreams, Generation of Ideas,

Problems: Incubation and Takeoff, Problems encountered Structural, Financial and

Market Traditional and Ecommerce Concept and Role, Types of Business:

Value Added Tax (VAT): Definitions Agriculture, Business, Capital asset,

1. Principles & Practices of Banking By Indian Institute of Banking & Finance

1. International Marketing Management An Indian Perspective 23eVarshney

Samplingsamplingmethods, samplingandnonsampling errors,population,

Ramanny Majumdar, Marketing Research: Text Application and Case Studies,

Agriculture Marketing Understanding Agricultural Markets, Nature & scope,

Retailing: Concept, Importance, Functions of retailing, Indian Vs Global

The Contract Labour(Regulation and Abolition) act 1970 advisory boards

Total productive maintenance development and scope basic systems of TPM

1. Stamatellos G., Computer Ethics: A Global Prespective, Jones and Bartlett

,Derek Atkins, Internet Security: Professional

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