Syllabus

Course Code Course Name L T P Credit

MS5EF09 Mergers & Acquisitions 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I: INTRODUCTION TO MERGER & ACQUISION

Mergers- types of merger, Motives for Merger, theories of mergers, Legal Aspects of Mergers/
Amalgamation and, Acquisition, Provisions of Companies Act, Regulation by SEBI, Takeover Code:
Scheme of Amalgamation, Approval from Court.

Unit II: PROCESS AND STRATEGIES

Dynamics of merger and acquisition process: identification of targets, negotiation, closing the deal.
Five-stage model, Due diligence: Types, strategy and process, challenges. Process of merger
integration, Defence against Hostile Takeover: Poisson Pill, Bear Hug, Greenmail, Pacman, Criteria
for Negotiating for Friendly Takeover

Unit III: IMPACT OF MERGER AND ACQUISION

Operating, financial and managerial synergy of mergers, Value creation in horizontal, vertical and
conglomerate mergers, internal and external change forces contributing to merger and acquisition
activities, Impact of merger and acquisition on stakeholders. Organizational and human aspects,
managerial challenges of merger and acquisition, Post Merger H.R. and Cultural Issues, Ethical
issues of merger and take over.

Unit IV: VALUATION

Valuation process, Methods of Valuation: Cash flow Basis, Earning Potential Basis, Growth Rate,
Market Price etc. Financial evaluation in context of merger and acquisition.

Unit V: METHODS OF FINANCING & ACCOUNTING FOR MERGER & ACQUISITION

Different methods of financing for merger and acquisition, Mergers as a capital budgeting decision,
Factors affecting choice of financing methods for merger and acquisition, Accounting for Merger &
Acquisition. (Theory only)

Text books:

1. Fred Weston, Kwang S Chung, Susan E Hoag – Mergers, Restructuring And Corporate Control –
Pearson Education,
2. Weston, Mitchell And Mulherin - Takeovers, Restructuring And Corporate Governance – Pearson
Education.
3. Mergers and Acquisitions, Rajinder S. Aurora, Kavita Shetty and Sharad R. Kale, Oxford
University Press.

Reference Books

1. Sudi Sudarsanam – Value Creation From Mergers And Acquisitions –Pearson Education.
2. Merger Acquisitions & Corporate Restructuring – Chandrashekar Krishna Murthy & Vishwanath.
S.R – Sage Publication.
3. Harvard Business Review on Mergers and Acquisitions .
4. Successful Mergers, Acquisitions, and Strategic Alliances: How to Bridge Corporate Cultures,
Irene Rodgers. . Tata McGraw Hill.
5. Depamphilis Donald .Mergers Acquisitions and Other Restructuring Activities. Academics Press.
6. J. Fred Westan . Mergers and Acquisitions. Tata McGraw Hill.
7. Ramanujan, S. Mergers: The New Dimensions for Corporate Restructuring. Tata McGraw Hill.

Websites:
1. www.sebi.gov.in
2. www.rbi.com
 Syllabus
Course Code Course Name L T P Credit

MS5EF10 Merchant Banking 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

UNIT I: INTRODUCTION

An Over view of Indian Financial System, Merchant Banking: Concept, Origin, Functions, Nature,
Growth, Institutional Structure, and Merchant Banking Services in India. Commercial banks and
investment banks

UNIT II: REGULATION OF MERCHANT BANKING ACTIVITY

Guidelines of SEBI and Ministry of Finance, categorization of merchant bankers, ,Regulation under
Companies Act 1956 and 2013, Listing guidelines of stock Exchange and Securities
contracts(Regulation) Act, 1956. Relation with Stock Exchanges.

UNIT III : PUBLIC ISSUE MANAGEMENT IN MERCHANT BANKING

Meaning and types of issues, appointment and role of merchant banker in issue management, pre-
issue and post-issue management activities performed by merchant banks, Issue Pricing, Book
Building: Preparation of Prospectus, Selection of Bankers, Advertising Consultants, etc. Role of
Registrars, Bankers to the Issue, Underwriters, and Brokers, Issue Marketing, Advertising Strategies,
NRI Marketing.

UNIT IV :PROJECT PREPARATION AND APPRAISAL

Introduction, Project identification, Stages of selection, Project Feasibility study, Appraisal of

Project: Financial appraisal, Technical appraisal, and Economical appraisal by merchant bankers.
UNIT V :OTHER SERVICES BY MERCHANT BANKERS

Management of debt – Factoring and Forfeiting, Placement and Distribution of various securities,
Corporate advisory services in Mergers and Acquisitions, Venture capital, Loan syndication, Leasing
finance, investment advisory services, Credit rating, Joint Ventures.

Text Books:

1. M.Y.Khan, Financial Services, Tata McGraw-Hill, 12th Edition.

2. Nalini Prava Tripathy, Financial Services, PHI Learning.
3. H.R. Machiraju, Merchant Banking, New Age International (P) LTD, Publishers.

Reference Books :

1. Sri ram k., “Hand Book of Leasing”, Hire Purchase and Factoring”, ICFAI, Hyderabad.
2. L. Natarajan, Merchant Banking and Financial Services, Margham publication.
3. S. Gurusamy, Merchant Banking and Financial Services, Star Books publication, Trivandrum
4. NISM, “Merchant Banking”, Taxmann publication.

Websites:
1. www.sebi.gov.in
2. www.rbi.com
3. www.mca.gov.in
 Syllabus
Course Code Course Name L T P Credit

MS5EH06 Strategic HRM 3 0 0 3

Prerequisites: Nil
Co- requisites: Nil

Curriculum:

Unit I: Introduction to Strategic HRM:

HRM in knowledge economy, Concept of SHRM Investment, Perspective of SHRM, Evolution of

SHRM, Strategic HR vs. Traditional HR, Barriers to strategic, Role of HR in strategic planning.

UNIT II: Strategic fit frameworks:

Linking business strategy with HR strategy, HR bundles approach, best practice approach, Business
strategy and human resource planning, HRM and firm performance linkages, Measures of HRM
performance, Sustained competitive advantages through inimitable HR practices.

Unit III: Components of Strategic HRM:

Organizational HR strategies, Functional HR strategies-Marketing, Finance, Manufacturing,

Research & Development, Strategic HRM in Action, Improving business performance through
strategic HRM.

Unit IV: Implementation of Strategic HRM:

HR Systems- Staffing systems, Reward and compensation systems, Employee and career
development systems, performance management systems, Cross- cultural Training, Employee
separation.

Unit V: Strategic options and HR decisions:

Downsizing and restructuring, Domestic and International labour market, Mergers and acquisitions,
Outsourcing and off shoring, HR issues in Global Assignments.

Note: The cases of each unit are supplemented in the T L P.

Text Books:
1. A Mello- Jeffrey.,“Strategic Human Resource Management”, Thomson Learning Inc,
2. Tanuja Agarwala, , “Strategic Human Resource Management”, Oxford University Press, New
Delhi,
3. Dreher- George and Thomas Dougherty, “Human Resource Strategy”, Tata McGraw Hill,

References:
1. R Kandula Srinivas., “Strategic Human Resource Management”, PHI
2. Michael Armstrong- Armstrong’s Handbook of Strategic HRM- Kogen Page
3. Strategic human resource Management- Nayantara Padhi, Atlantic Publisher
4. Greer, Charles, “Strategic Human Resource Management”, Pearson Education,

Website:
1. https://www.shrm.org
2. www.hr-guide.com
3. http://www.human-resources.org
 Syllabus
Course Code Course Name L T P Credit

MS5EH07 International HRM 3 0 0 3

Prerequisites: Nil
Co- requisites: Nil

Curriculum:

Unit 1: Introduction of IHRM

Meaning & Scope of IHRM, Comparison of Domestic HRM & IHRM, Future of IHRM, HRM
Practices in different countries, HR Challenges at International Level.

Unit II: International staffing and Training & Development:

Staffing of multinationals, Recent Trends in International staffing, Training & Development,

Training Strategies, Expatriate Training, and Emerging Trends in Training for competitive advantage.

Unit III: Performance Management in global context

Variables influence performance of expatriate, Steps in the global PMS, Issues in managing
performance in the global context, assessing subsidiary performance, Challenges of International
performance management.

Unit IV: International Compensation Management

Compensation objectives, Theories of compensation, Compensation strategy, components of

compensation, variables influencing compensation, Compensation packages, Compensation
Administration, Issues in international compensation.

Unit V: Repatriation

Concept and meaning of repatriation, Repatriation process, Challenges of repatriation, Benefits from
returnees, Managing repatriation, Tips for successful repatriation.

Note: The cases of each unit are supplemented in the T L P.

Texts Books:

1. K Aswathappa & Sadhna Dash-International Human Resource Management, McGraw Hill

Education.
2. Tony Edwards, Chris rees: International Human Resource Management, Pearson.
3. Indrani Mutsuddi: Managing Human Resources in the Global Context, New age international
publishers.

Reference Books:

1. International HRM -Anne-Wil Harzing, Joris Van Ruysseveldt- SAGE Publication

2. International HRM : A cross cultural Approach- Terence Jackson- SAGE Publication
3. International HRM- Text & Cases- K Aswathappa- Paperback publisher
4. P.Subbarao : International Human Resource Management.

Websites:

1. www.eduoncloud.com
2. https://www.studynama.com
3. http://gurukpo.com
 Syllabus
Course Code Course Name L T P Credit

MS5EH08 HRD Audit 3 0 0 3

Prerequisites: Nil
Co- requisites: Nil

Curriculum:

Unit I: HRD Audit

Meaning and Concept, Need for HRD Audit, Designing HRD Audit Process, Parameters to be
Audited, Preventive and Corrective Actions, Role in Business Improvement, HRD and HR Audit,
Methodology and Limitations.

UNIT II: HRD styles and culture

OCTAPACE Culture, Importance of Top Management Styles in Building Culture, Auditing the HRD
Culture, Auditing the Style of Top Management, Current Structures and Structural Alternatives.

Unit III: HRD Competencies

Competencies Needed, Challenges, Professionalism in HR, Myths and Realities of HRD, Auditing
HRD Competencies, HRD Audit instruments, individual interviews, Group interviews, Observation,
Human Resource Audit Questionnaire.

Unit IV: Audit and HR Scorecard

Introduction, How to Approach a Human Resource Scorecard, Understanding the Reason for
Implementing the Human Resource Scorecard, Maintaining Human Resource Scorecard Framework,
Measuring Human Resource Effectiveness – Human Resource Scorecard Design, Balanced
Scorecard.

Unit V: Areas for HR Audit

Audit of HR Planning, Audit of HR Development, Audit of Training, Audit of Industrial Relations,

Audit of Managerial Compliance, Audit of HR Climate, Audit of Corporate Strategies, Workplace
Policies and Practices.
Note: The cases of each unit are supplemented in the T L P.

Text Books:

1. T. V. Rao, HRD Audit: Evaluating the Human Resource Function for Business Improvement, 2nd
Edition, Sage publication Ltd.
2. Sibram Nisonko, HR Audit: Audit Your Most Precious Resources, Kindle Edition.
3. Arun Sekhri, Human Resource Planning and Audit, 1st Edition.

Reference Books:

1. T. V. Rao, HRD Score Card 2500: Based on HRD Audit, Sage publication Ltd.
2. T. V. Rao, Future of HRD, Macmillian Ltd.
3. R. S. Kalpan and D.P. Norton, The Balanced Score Card, Boston, MA: Harvard Business School
Press.

Websites:

1. http://www.hrdaudit.org
2. http://nptel.ac.in/courses/109105121/36
3. http://mhrd.gov.in
 Syllabus
Course Code Course Name L T P Credit

Personnel Administration-Application
MS5EH09 and Procedure 2 0 0 2

Prerequisites: Nil
Co- requisites: Nil

Curriculum:

UNIT I : Introduction

Personnel Administration: Concept, Nature, Scope and Significance of Personnel Function in

Modern Organization, Types of personnel Systems, Difference between Personnel Administration
and Human Resource, its changed objectives in recent years.

UNIT II : Personnel Policy

Objectives, Scope, Process, need Drafting communication in personnel department, Letter of

Appointment, promotion, transfer, deployment and such other letters relating to all service matters,
Employee- Employer Relations.

UNIT III : Communications about disciplinary measures

Memo, warning, cautions, show-cause notice, charge sheet, Inquiry procedure correspondence.
Evaluation of Staff, Merit Rating.

UNIT IV : Maintenance of statutory returns

TDS, Gratuity, Professional Tax, Form 16A, Provident Fund and Employee State Insurance Returns.

UNIT V : Domestic enquiry

Procedure of conducting domestic enquiry by observing principles of natural justice.

Note: The cases of each unit are supplemented in the T L P.

 Text books:

1. Guide on Labour Management forms and precedents (Law, Practice and Procedure) by S.D. Puri,
Snow white publications
2. Personnel Management – Edwin flippo, Tata Mc Graw Hill Publication
3. C. S. Ventataraman and B. K. Srivastav Tata Mc. Graw Hill, Personnel Management and Human
Resources, New Delhi

Reference Books:

1. K. Aswathappa Tata Mc Graw Hill, Human Resource and Personnel Management

2. R. D. Agrawal, Dynamics of Personnel Management in India, Tata McGraw Hill Publishing Co.,
New Delhi
3. Personnel Administration : Its Principles and Practice- Ordway Tead, Henry Clayton Metcalf ,
McGraw-Hill Book Company

Websites:

1. http://www.labourlawreporter.com/
2. http://www.citehr.com
3. Managementstudyguide.com
 Syllabus
Course Code Course Name L T P Credit

MS5EH10 Human Resource Information System 3 0 0 3

Prerequisites: Nil
Co- requisites: Nil

Curriculum:

UNIT I : Introduction to HRIS

Concepts, Characteristics and Classification of Human Resource Information System: Role,

Functions & Types of Human Resource Information Systems, System Development, Managerial
Decision Making, HRIS Needs.

UNIT II : System Design and Implementation

H.R.I.S Planning & Designing, Hardware & Software of H.R.I.S. , Design Considerations, System
Feasibility, Implementation–Planning, Installation, Modification, Acceptance Tasking Maintaining &
Enhancing H.R.I.S, Standard Software and Customized Software - HRIS : An Investment.

UNIT III : HRIS Application

Application of HRIS in Employment Management, Compensation-Benefit, Training & Development,

Human Resource Planning, Grievance Redressal, Occupational Health & Safety and Payroll. Survey
of Software Packages for Human Resource Information System including ERP Software such as
SAP, Oracles Financials and Ramco’s Marshal - EHRM - Objectives -Advantages & Disadvantages.

UNIT IV : Information Securities

Components of Information Security, Legal Requirements for Information Security, Threats to

Information Security, Role of HR in Information Security, Common Problems during IT Adoption
Efforts and Processes to Overcome. HRIS & Employee Legislation - An Integrated View of HRIS.

UNIT V : HRIS in different types of organizations

Human Resources Information Systems in large and small organizations: Cases & Exercises,
Packaged Human Resources Information Systems / Business Process Re-engineering, Emerging
Trends in HRIS.
Note: Each unit is supplemented by the case

Text Books:

1. Michael J. Kavanagh, Richard D. Johnson Human Resource Information System Sage

Publications
2. Satish M. Badgi Practical guide to Human Resource Information system. PHI learning Pvt.Ltd
3. Keen, Peter GW. Decision support system: An Organizational Perspective. Addison-Wesley

Reference Books

1. Walker, Alfred. Handbook of Human Resource Information Systems: Reshaping the Human
Resource Function with Technology. New York: McGraw-Hill, 1993.
2. Turba Efrin. Decision Support & Expert Systems - Management Perspective. Macmillan
3. Hcas M. Awad, Casico, Human Resource Management, An Information Systems Approach,
Reston Publishing

Websites
1. www.managementstudy.com
2. www.hrpayrollsystems.net
3. www.whatishumanresource.com
 Syllabus

Course Code Course Name L T P Credit

MS5EM011 Rural and Event Marketing 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I : Evolution of Rural Marketing in India

Definition and scope of rural marketing, attractiveness and classification of rural marketing , Rural
vs. Urban markets, characteristics of rural consumers, buying decision process, rural socio-cultural-
economic and other environmental factors affecting rural marketing, size and potential of rural
markets, emerging challenges and opportunities in rural marketing

Unit II : Rural Distribution in Channel Management

Product/Service classification in Rural Marketing, Branding and Packaging, Distribution in the rural
markets, types of rural channels, selection and management of channels, factors influencing channel
decisions, retailing transportation and warehousing, pricing policies-innovative pricing methods for
rural markets, promotion in rural markets, role of advertising, sales promotion, publicity and
personal selling in rural markets

Unit III : Trends in Rural Marketing

E-rural marketing, CRM and E-CRM in rural marketing , advanced practices in rural marketing,
social marketing , network marketing, green marketing in Indian and Global context, Co-operative
marketing, micro credit marketing , public-private partnership model in rural marketing ,
advancement of technology in rural marketing, structure of completion in rural marketing

Unit IV : Introduction to Event Marketing

Concept and significance of events, designing an event, types of events, physical and virtual events,
types of special event professionals, Marketing skills for Event managers, Requirement analysis,
Five stages of Event Management, special Event Management.
Unit V : Marketing environments for events

Structure and managing an event, planning schedule to improve profitability, conduct comprehensive
need assessment and feasibility studies, identify goals and objectives of events, establish an
organizational chart giving details of staff and duties, implement effective record keeping systems,
develop and conduct staff and volunteer evaluation and training, identify total promotional strategy
– proposal, invitations, adverting, publicity, contest, promotional merchandise, personal appearances,
sponsorship and event evaluation

Text Books:

1. B. Dogra & K. Ghuman : Rural Marketing, TMH

2. S. K. Velayudhan : Rural Marketing, SAGE Publication
3. U.C.Mathur : Rural Marketing, Excel Books,

Reference Books:

1. C G Krishnamacharyulu, L. Ramakrishnan: Rural Marketing, Pearson Education

2. Successful Event Management; Anton Shone Beyn Parry; Cengage Learning Business Press
3. Event Management; Sita Ram Singh; Ash Publishing Corporation.
4. Habeeb Ur Rahman : Rural Marketing, Himalaya Publishing House
5. Minouti Kamat& R. Krishnamoorthy : Rural Marketing, Himalaya Publishing House
6. Event Management (Paperback); AshutoshChaturvedi; Global India Publication Pvt. Ltd.
7. Event Planning and Management; Sharma D.; Deep & Deep Publications Pvt. Ltd.
 Syllabus
Course Code Course Name L T P Credit

MS5EM06 Retail Marketing 2 0 0 2

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

UNIT I :
Retailing Marketing: Introduction, Meaning of Retailing, Economic Significance of Retailing,
Retailing Management Decision Process, Product Retailing vs. Service Retailing, Types of Retailers,
Retailing marketing Environment

UNIT II :
Retail Marketing Segmentation: Introduction, Targeted Marketing Efforts, Criteria for Effective
Segmentation, Dimensions of Segmentation, Positioning Decisions, Store Location and Layout,
Location Based Retail Strategies.

UNIT III :
Retail Marketing Strategies: Introduction, Strategy at different levels of Business, the Strategic Retail
Planning Process, Retail Models, Retail Merchandising, Mercantile Planning and its process, buying
systems

UNIT IV :
Retail Pricing- Introduction, Establishing Pricing Policies, Factors Influencing Pricing, Pricing
Strategies, Psychological pricing, Mark-up and Mark-down Pricing, Supply chain management in
retailing

UNIT V :
E-Retailing-Introduction, Structure and Developments in E-Retailing, Customer relationship
management in retailing, building and sustaining relationships in retailing, Servicing the retail
customer.

Note: The cases of each unit are supplemented in the T L P.

Text books:
1. Retail marketing management by David Gilbert, Pearson Education.
2. Marketing management by Philip Kotler.
3. Retailing by J. Barry Mason and David J. Burns.

Reference Books:
1. How to succeed at Retail, Keith Lincoln & Lars Thomassen,
2. Retail Management, Michael Levy & Barton A Weitz, Tata McGraw Hill
3. Art of Retailing, A J Lamba, Tata MC Graw Hill Publishing
4. 4. Retail management by Ronald W. Hasty and James Reardon

Websites:

1. http://www.yourarticlelibrary.com
2. http://www.yourdictionary.com
3. www.retailmarketing.com
 Syllabus
Course Code Course Name L T P Credit

MS5EM07 Consumer Behaviour 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

UNIT-I: CONSUMER BEHAVIOUR-INTRODUCTION

Nature of consumer behaviour, scope of consumer behaviour, factors influencing consumer

behaviour, individual determinants, external environment, consumer learning concept, nature,
characteristics and types, brand equity and brand loyalty, applications of consumer behaviour in
marketing,

UNIT-II: CONSUMER DECISION MAKING PROCESS

Steps involved in consumer decision making process, pre-purchase process: information search,
sources of information, various stages of information processing, purchase process: consumer
decision criteria, post purchase process: consumer satisfaction concept and models-expectancy
disconfirmation, desires congruency model, cognitive dissonance,

UNIT-III: CONSUMER BEHAVIOUR MODELS

Consumer decision process, traditional models of consumer behaviour: economic, social and
psychological, contemporary models of consumer behaviour: Nicosia, Howard & Sheth, Engel-
Kollat Blackwell input process,

UNIT-IV: INFLUENCES OF THE CONSUMER

The concept of motivation, attitude and consumer decision making, cultural values, influences of
cross-cultural and subcultures, family buying influences, the Family Life Cycle concept, implications
of family decision-making for marketing strategy, Reference Groups: types of reference groups,
reference group influence on products and brands, the role of opinion leadership in the transmission
of information, the concept of social class, social class and social stratification, social class and
social influences, relationship of social class to lifestyles, lifestyle and psychographics on buying
behaviour, the concept of perception.

UNIT-V: ORGANIZATIONAL BUYING AND RECENT TRENDS

The concept of organizational buying, factors Influences Organisational Buying, the buy grid model,
organizational buying decision process, Drivers of change, recent trends in consumer behaviour, non-
store choices, consumer delight and consumer complaint behaviour, consumerism in India.

Text books:

1. L.G. Schiffman and L.L Kanuk,., ‘Consumer Behavior’, Pearson Education

2. S Batra and S Kazmi, ‘Consumer Behaviour’, Excel Books.
3. D. I. Hawkins, R. J. And K. A. Coney: Consumer Behaviour: Building Marketing Strategy, Tata
McGraw-Hill.

Reference books:

1. D Loudon,. and , D Bitta., ‘Consumer Behaviour’, Tata McGraw Hill

2. H.Assael, ‘Consumer Behaviour in Action’, Cengage Learning.
3. W. D. Hoyer & D. J. Maclnnis, & J. F. Engel: Consumer Behaviuor, Cengage Learning India
Private Limited.
4. F. R. Kardes: Consumer Behaviour and Managerial Decision Making, Prentice Hall of India
Private Limited.
5. R.D Blackwell,., P.W Miniard,. and J.F Engel,., ‘Consumer Behaviour’, Cengage Learning.
6. David Hawkins, , Consumer Behavior , 11E Tata Mcgraw Hill.
7. K.K.Srivastava,S.Khandai: Consumer Behaviour in Indian Context, Galgotia Publishing
Company.
8. R. Majumdar: Consumer Behaviour:Insights from Indian Market, PHI Learning Private Limited.

Websites:

1. http://consumerbehaviour4vtu.blogspot.in/p/chapter-wise-contents.html
2. https://www.studocu.com/en/document/university-of-manitoba/consumer-behaviour/lecture-
notes/lecture-notes-consumer-behavior-textbook/334018/view?has_flashcards=1
3. https://www.scribd.com/document/268927989/Consumer-Behaviour-Lecture-Notes
4. http://acrwebsite.org/volumes/6443/volumes/v12/NA-12
5. https://link.springer.com/article/10.1007/BF01024160
6. https://www.neurosciencemarketing.com/blog/articles/more-choices-fewer-sales.htm
 Syllabus
Course Code Course Name L T P Credit

MS5EM08 International Marketing 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I – Importance and challenges of International Marketing

Definition of International Marketing, basis of international trade, theories of international Trade,

Absolute advantage, comparative advantage and factor endowment theory, difference between
domestic, international, multinational, global, GLOCAL markets, EPRG framework.

Unit II – Scanning of International Environment

Social, political consideration and governmental influences, cultural dynamics, economic

development and geographical conditions, competitive conditions, legal and financial influences,
International marketing research.

Unit III – Factors affecting International Trade

Methods of entry – Export, Franchise, joint venture, direct investment, multinational operations,
types of regional agreements, role of IMF and WTO in International Trade, EXIM policy 2015-2020
salient features, export documentation and procedures and institutional support for export promotion
in India.

Unit IV – International Product and Pricing Strategies

Strategic consideration in making multinational product decisions, alternative strategic in

multinational product planning, methodology in making multinational product decisions, Price
escalation, International transfer pricing, pricing strategy, factors influencing the establishment of
international prices, export pricing, differential pricing.
Unit V – International Distribution and Promotional Strategies

International Marketing channel decisions, Importance and scope of channel decisions, channels
between nation, international physical distribution decisions, nature of physical distribution, the
systems concept, trade terms, structure of international physical distribution.Perspectives of
International advertising, Standardization vs. Localization, Global media decisions, global
advertising regulation, and Industry self regulation.

Text Books :
1. B Bhattacharya,. Export Marketing : Strategies for Success, New Delhi, Global Business Press.
2. R M Joshi, “International Business”Oxford, New Delhi
3. Keegan, Warren. Global Marketing Management. Englewood Cliffs, New Jersey, Prentice
Hall Inc.

Reference Books
1. Onkvisit, Sak and Shaw, J.J. International Marketing : Analysis and Strategy : New
Delhi, Prentice Hall of India.
2. Terpstra, Vern and Sarthy, R. International Marketing. Orlando, Dryden Press.
3. Walter, I and Murphy, T. Handbook of International Business, New York, John Wiley.
4. Vasudeva P.K., International Marketing, Excel Books, New Delhi.
5. Panda Tapan, Marketing in the New Global Order, Excel Books, New Delhi.
 Syllabus
Course Code Course Name L T P Credit

MS5EM09 Service Marketing 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I Introduction to Services marketing:

Emergence of service economy, Nature and definition of services, Categories of service mix,
Characteristics of services and their marketing implications, Classification of services; Growth of
service sector – Contributory factors, challenges and opportunities in service marketing.

Unit II Services Marketing Mix:

Services product strategies, Service Life Cycle; Pricing Strategies – Objectives for setting prices,
Ethical concerns of pricing policies; Distribution strategies – Service delivery in cyberspace,
challenges in distribution of services; Designing the marketing communications mix for services,
Branding of services; Planning the service environment – Mary Jo Bitner servicescapes model;
Managing people for service advantage, Employee and customer role in service delivery.

Unit III Service Delivery Process:

Designing and managing service processes; Internal, external and interactive marketing strategies;
Blueprinting services to create valued experiences; Understanding capacity constraints and demand
patterns, strategies for matching capacity and demand, waiting line strategies.

Unit IV Managing Service Quality and Productivity:

Service quality measurement, Integrating service quality and productivity strategies; Definition of
service quality (SERVQUAL), GAP model of service quality (Parasuraman – Zeithaml), SERVPERF
Model, Gronroos Model for Service Quality; Defining, measuring and improving service
productivity.
Unit V Organizing for Service Leadership and Application of Service Marketing:

Creating a leading service organization; Marketing of financial, hospitality services including travels,
hotels and tourism; health, education and other professional services; Marketing for non-profit and
NGOs; Customer Relationship Management Systems, Customer Feedback and Service Recovery;
Internationalization of services.

Text Books:

1. Lovelock, Christopher H.: Services Marketing, Pearson Education, New Delhi

2. V.A. Zeithaml and M.J Bitner.: Services Marketing Tata McGraw Hill, New Delhi
3. Hoffman and Bateson: Services Marketing, Cengage Learning, New Delhi

Reference Books:

1. E.Clow Kenneth and L.Kurtz David :Services Marketing, Wiley India, New Delhi
2. Christian Gronroos: Service Management and Marketing, Wiley India, New Delhi
3. Govind Apte : Services Marketing, Oxford University Press
4. H.V Verma.:Services Marketing: Text and Cases, Pearson Education, New Delhi
5. K. Rama Mohana Rao:Services Marketing, Pearson Education, New Delhi

Website:
1. www.nptel.ac.in/courses/110105038/
 Syllabus
Course Code Course Name L T P Credit

MS5OE06 Tax Planning and Management 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I : Introduction:

Income, Agricultural Income, Person, Assessee, Previous Year & Assessment Year, Gross Total
Income, Exempted Income, Residential Status of Assesses and Tax Liability, Meaning of Tax
Planning, Tax Avoidance & Tax Evasion

Unit II : Income from Salary (Excluding Retirement):

Meaning of Salary, Fully Exempted, Taxable and Partial Taxable Allowances, Perquisites, Valuation
of Rent Free House & House Rent Allowance

Unit III : Income from House Property:

Income from House Property- Types of House Property, Valuation of Annual Gross Rental Value,
Valuation of Self Occupied, Let-out and Deemed to be Let-out House Property, Deductions from
House Property Income

Unit IV : Income from Business & Profession and Capital Gain

Meaning of Business & Profession, Disallowed & Allowed Expenses of Business

Capital Gain- Long Term & Short Term, Meaning, Calculation of Capital Gain/Loss

Unit V : Income from Other Sources, Deductions, Return Filing.

Income from Other Sources and Deductions from Gross Total Income for Individuals, Computation
of Total Income & Tax Liability of Individuals, Filing of Income Tax Return
Text Books:
1. Vinod, K Singhania, and Monica Singhania, Student’s guide to Income Tax, University Edition,
Taxmann publication Pvt. Ltd., New Delhi
2. Income Tax & Practice Shripal Saklecha
3. Direct Taxes – Ravi Kishore

Reference Books:

1. Ahuja, Girish and Gupta, Ravi Systematic Approach to Income Tax Delhi Bharat Law House
2. Direct Taxes &Practice Dr.V.K. Singhania Taxmann Publication
3. Direct Tax Law & Practice Dr. Bhagwati Prasad Wishwa Prakashan N. Delhi
4. Simplified Approach to Income Tax- Dr. Girish Ahuja & Dr. Ravi Gupta –Sahitya Bhawan
Publishes & Distributors Agra
5. Direct Taxes law & Practice –Dr. H.C.Mehrotra & Dr. S.P. Goyal, Sahitya Bhawan
Publications, Agra

Websites:

1. www.incometaxindia.gov.in
2. https://incometaxindiaefiling.gov.in
 Syllabus
Course Code Course Name L T P Credit

MS5OE07 Digital Marketing 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I : Digital Marketing: Overview:

Introduction to Digital Marketing, Understanding digital Marketing Process, The new digital world -
trends that are driving shifts from traditional marketing practices to digital marketing practices, the
modern digital consumer and new consumer’s digital journey. Marketing strategies for the digital
world - latest practices.

Unit II :Web Analytics and E-Commerce

Web Analytics-Audience Profiling and Segmentation, Internet Usage Patterns, Introduction to e-

Commerce Sites, Types of e-Commerce Sites, How to use e-Commerce Sites, Introduction about
various popular e-Commerce Sites like Flipkart, Hotstar, Amazon, Ola, IRCTC, Impact of e-
Commerce,

Unit III : Search Engine Marketing

Search marketing, Mobile marketing, and Video marketing, online campaign management; overview
of search engine optimization (SEO), Using marketing analytic tools to segment, target and position,
Acquiring & Engaging Users through Digital Channels: Understanding the relationship between
content and branding and its impact on sales.

Unit IV Social Media Marketing:

Social Media and e-PR- Social Media Platforms - Face book, LinkedIn, Twitter, YouTube, Content
guidelines for online communications, Social Media measuring, monitoring & reporting, Tracking &
Monitoring platforms. Content seeding, How to use Blogs, forums and discussion boards.

Unit V : Integrating Online Communication:

Basic introduction about Google Analytics, Using Google Analytics, Affiliate Marketing, Email
Marketing, Viral Marketing, Content Marketing, Digital Advertising, Legal and Ethical aspects
related to Digital Marketing.

Text Books

1. Vandana, Ahuja; Digital Marketing, Oxford University Press India

2. Eric Greenberg, and Kates, Alexander; Strategic Digital Marketing: Top Digital Experts
3. Share the Formula for Tangible Returns on Your Marketing Investment; McGraw-Hill

Reference Books

1. Menon, Arpita; Media Planning and Buying; McGraw Hill

2. Arnold, George; Media Writer's Handbook: A Guide to Common Writing and Editing
Problems; McGraw-Hill Education
3. Ryan, Damian; Understanding Digital Marketing: marketing strategies for engaging the
digital generation; Kogan Page
4. Russell Glass, Sean Callahan, John Wiley and sonsInc ,The Big Data-Driven Business: How to
Use Big Data to Win Customers, Beat Competitors, and Boost Profits -.
5. Deepak Bansal , A Complete Guide To Search Engine Optimization , B.R Publishing
Corporation,
6. Ted Schadler, Josh Bernoff, and Julie Ask, The Mobile Mind Shift: Engineer Your
7. David Whiteley; E-Commerce: Strategy, Technologies and Applications, Mcgraw Hill
4. Education.
5. Kalakota, Ravi and Shinston Andrew B, Frontiers of Electronic Commerce, Addision Wesley.

Websites

1. http://econtent.nielit.gov.in
2. https://www.edx.org/school/iitbombayx
3. https://www.youtube.com/watch?v=7mT4QyA228Y (Google adwords)
4. https://en.wikipedia.org/wiki/Digital_marketing
 Syllabus
Course Code Course Name L T P Credit

Principles and Practices of General

MS5OE08 Insurance 3 0 0 3

Prerequisites : Nil
Co-requisites : Nil

Curriculum:

Unit I: Meaning of General Insurance

The Evolution and Growth of General Insurance – Types of General Insurance – Fundamentals of
General Insurance recent innovations. Organization and Management of General Insurance
Companies – Regulatory Framework for General Insurance in India.

Unit II : Present Scenario

The Agents, Corporate Agents, Brokers Remuneration, Functions of Reinsurance Broker, The Limits
of Indemnity, Third Party Administrators health Services surveyors/ Loss Assessors

Unit III: Risks faced by the owner of assets

Exposure to perils – features of products covering fire and allied perils ) products covering marine
and transit risks ) products covering financial losses due to accidents) products covering financial
losses due hospitalization ) products covering miscellaneous risks.

Unit IV : Underwriting and Settlement of Claims:

Proposal forms – Cover notes – Certificates of Insurance – Endorsements – Moral and Physical
Hazards – Statistics – Spreading of Risks premium Rating – Premium Loading

Unit V: Settlement of Claims:

Claim procedure – TPAs – Claim forms – Investigation / Assessment – Essential Claim
Documents – Settlement Limitation, Arbitration, Loss Minimization and Salvage.

Text books:

1. Practice of General Insurance (I.C.11) (Insurance Institute of India, Mumbai)

2. General Insurance – Bickelha UPT D.L., Richared D. Lrw Homewood, ILL
3. Principles & Practice of Insurance by P.Periasamy (Himalaya Publishing House

Reference Books

1. Insurance Institute of India – IC 34 – General Insurance

2. Insurance Institute of India – IC 45- General Insurance Underwriting
3. Module I, Principles and Practice of General Insurance, The Institute of Chartered Accountants of
India: New Delhi.
4. H Narayanan, Indian Insurance: A Profile, Jaico Publishing House: Mumbai.
5. K.C. Mishra and G.E. Thomas, General Insurance - Principles and Practice, Cengage Learning:
New Delhi.
6. Insurance : Theory & Practice – Nalini Prava Tripathy (Prentice –Hall of India P Ltd, New Delhi)

Websites:

1. https://www.gicofindia.com/
2. www.icicilombard.com
3. https://www.insuranceinstituteofindia.com/web/guest/the-journal
4. ournalofriskandinsurance.smeal.psu.edu/
 Syllabus
Course Code Course Name L T P Credit

MS5OE09 Wealth Management 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I Financial Markets

Money, Debt & Equity Markets, Various products- Commercial Paper/Certificate of Deposit,
Treasury Bills, & their uses, REPO, Reverse REPO, equity shares , Role of Participants- in financial
markets

Unit II Housing & Real Estate

Concept of Housing, Various Aspects of Housing, Costs and Benefits associated with owing a house,
Various options/types of House Financing, Key Considerations in Housing Decision, Concept of
Real Estate, Features of Real Estate Investment

Unit III Insurance

Concept of Insurance, Principles of Insurance, Traditional and Unit Linked Policies, Individual and
Group Policies, Different types of Insurance products- whole life products, Term assurance
annuities, endowment, and assurance, Medi-Claim and Health Insurance Products

Unit IV Financial Services

Financial Service Introduction, Concepts–Services classifications, Risk Return Characteristics,

Consumers Behaviors and Financial Services, Consumers Dissatisfaction & perception towards
financial service

Unit V Financial Planning

Financial planning: Need, objectives & Importance, Planning for Retirement, Planning for Tax
saving- Steps of tax planning, Assets Allocation Strategies & Models, Selection of Suitable
Allocation
Text Books:

1. Strategic Financial Management – Dr. J.B. Gupta – Taxmann‟s, New Delhi

2. Financial Management – Rajiv Shrivastava , Anil Misra – Oxford Higher Education
3. Financial Management- Ravi Kishore, Taxmann‟s, New Delhi.

Reference Books:

1. Financial Management –Theory & Practice by Prasanna Chandra,TMH Publishers

2. Financial Management – I.M. Pandey Vikas Pulishing House New Delhi
3. Options Future & Other Derivatives – John C.Hull, PHI-EEE,
4. Financial Institutions and Markets- L. M. Bhole – 4th Edition
5. Personal Financial Planning by Harold A. Wolf “Simon & Schuster Custom Publishing”

Websites:
1. https://www.karvy.com/wealth-management
2. https://ttweb.indiainfoline.com/Trade/ProductsAndServices
 Syllabus
Course Code Course Name L T P Credit

MS5OE13 Labour Legislation 3 0 0 3

Prerequisites: Nil
Co- requisites: Nil

Curriculum

Unit 1: Introduction

Labour legislation in India, Social security and welfare legislations, Concept of social security, ILO
and social security, Social security measures in India, Latest rules regarding industrial relations in IT
and ITES industries.

Unit II: Factory Act 1948

The Factories Act 1948, Plantation Labour Act 1951, Contract Labour (Regulations and Abolitions
Act-1970, Shops and Establishment Act, Functions of Labour Department in India, Officers under
the department and their duties and responsibilities.

Unit III: Trade Union Act 1926

Trade Unions ACT 1926, Management of Trade Unions in India, Trade Union Legislation,
Multiplicity of Trade Unions, Conflict Resolutions, Industrial Relations, Welfare and Productivity,
Social Responsibility of Trade Unions, IR Management and Management of Trade Unions.

Unit IV: Industrial Dispute Act 1947

Industrial disputes act 1947, Problems of industrial peace, Grievance & Disciplinary procedures,
The minimum wages Act 1948, Payment of Wages Act 1936, Payment of Bonus Act 1965.

Unit V: The Employee Welfare Acts

The Employee Provident Fund Act & Miscellaneous Act 1952, The Payment of Gratuity Act 1972,
The Workmen Compensation Act 1923, The Maternity Benefit Act 1961, ESI Act 1948. Ethical
issues arising due to night shift, impact of night shift working on family and social life.

Note: The cases of each unit are supplemented in the T L P.

Text Books

1. Monappa, Nambudri and Selvaraj, Industrial Relations and Labour Laws, 2nd Edition, Tata
McGraw-Hill.
2. C.S.Venkata Ratnam, Globalization and Labour Management Relations, Response Books,
3Industrial Relations Emerging Paradigms, B.D.Singh . Excel Books.
3. R Sen,. Industrial relations: text and cases, New Delhi. Macmillan Publishers.

Reference Books

1. S.I Sinha,. and P Sankar,. Industrial Relations, Trade Unions and Labour Legislation, Pearson.
2. Sivarethinamohan, Industrial Relations and Labour Welfare, PHI Learning.
3. C. S VenkataRatnam,., Industrial Relations, Oxford University Press.
4. J.K..Sage, Bareja, Industrial Law. Galgotia Publishing House.

Websites:
1. http://mhrd.gov.in
2. http://nptel.ac.in/courses
 Syllabus
Course Code Course Name L T P Credit

MS5OE14 Human Resource Accounting 3 0 0 3

Prerequisites: Nil
Co- requisites: Nil

Curriculum

UNIT I: Introduction of HRA

Meaning & Definition of HRA, Importance, Development of the Concept, History of Score Card,
HRA for Managers & HR Professionals, Investment in Human Resources, Quality of Work Force
and Organizations’ Performance, Efficient use of Human Resources, Modern Market Investment
Theory, Enumerating the Assets, Calculating the Market Value of Assets –Illiquid and Non-
Marketable Assets – Human Capital.

UNIT II: Human Resource Capital

Human Resource Planning, Human Capital Investment, Expenditure Vs Productivity Training,

Human Capital & Productivity, Human Resource Accounting, Measurement of Human Value
addition into Money Value, Objectives of Human Resources Accounting, Approaches to Human
Resource Accounting.

UNIT III: Investment in Human Resources

Investment Approach, Investment in Human Resources, HR Value – Concepts, Methods &

Mechanisms, Recruiting and Training Costs, Depreciation –Rates of Return, Organization Behavior
Vs Turnover, Non Value Adds in the Management of Human Resources, Measures and Prevention,
Organization Climate Approach, Improvement Determination of Changes in Human Resource
Variables, Increased Costs, Cost Reduction and Future Performance.

UNIT IV: HR Accounting

HR Accounting – Design, Preparation & Implementation, Responsibility Accounting and

Management, Control-Management Control Structure and Process - Design of HR Accounting
Process & Procedures for each of the HR Sub-system including Recruitment, induction, Performance
Appraisal and Training, Classification of Costs in HR Accounting, Behavioral Aspects of
Management Control, Social Control.
UNIT V: HRA Reporting

HR Auditing and Accounting, HRA Software, HRA Oriented Reporting Processes Including P& L
Accounts & Balance Sheet, Experiences and Extrapolations on HRA.

Note: The cases of each unit are supplemented in the T L P.

Text Books:

1. Eric G. Flamholtz ,HUMAN RESOURCE ACCOUNTING, Springer

2. Jac Fitz-enz, HOW TO MEASURE HUMAN RESOURCE MANAGEMENT, McGraw Hill
3. Rakesh Chandra Katiyar ,ACCOUNTING FOR HUMAN RESOURCES , UK Publishing

Reference Books:

1. M. Saeed, D.K. Kulsheshtha , HUMAN RESOURCE ACCOUNTING, Anmol Publications.

2. D. Prabakara Rao, HUMAN RESOURCE ACCOUNTING , Inter India Publications
3. V.S.P. Rao, Personnel / Human Resource Management (Text, Cases and Games), V.S.P,
Publisher: Excel Books

Websites:

1. www.hrmguide.net
2. www.studynama.com
3. http://www.hrmonline.com.au
 Syllabus
Course Code Course Name L T P Credit

MS5EF06 Venture Capital and Private Equity 2 0 0 2

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I : Introduction of Private Equity and Venture Capital

Private Equity and Venture Capital in developed markets, History of Private Equity and Venture
Capital, Future of Developed Market Private Equity, financing start-up and venture capital fund

Unit II : Venture Capital Funding and related Strategy

Venture Capital Funding, Angel Capitalist, Steps/cycle for investing in private businesses, Deals and
Players in Venture Capital

Unit III : Methods of Venture Capital Financing

Entrepreneur and Venture Capital, Liquidation of Venture Capital fund, Key differences between
other forms of sale, International Venture Capital investing, Corporate Venture Capital investing

Unit IV : Private Equity and related Strategy

Private Equity and its features, public equity and its features, comparison between private versus
public equity, various other types of investment

Unit V : Taxation in Venture Capital and Private Equity

Tax on income received from venture capital companies and venture capital funds, tax on private
equity, Government relation and Private Equity, Value Added by Private Equity Investors
Text Books
1. Chary Venture Capital: Concepts and Application, , Macmillan Publishers
2. Entrepreneurship: New Venture Creation – H. Holt David
3. Entrepreneurship Development New Venture Creation – Satish Taneja, S.L.Gupta

References
1. M.Y.Khan - Financial Services, 5th edition TMH
2. Shanmugham, Financial Services , 1st Edition, 2009, Wiley
 Syllabus
Course Code Course Name L T P Credit

MS5EF07 International Finance 3 0 0 3

Prerequisites: Nil
Co-requisites: Nil

Curriculum:

Unit I : Overview of International Finance

Meaning and benefits , evolution – Exchange rate regimes, motivation for International Finance ,
understanding of various financial crisis and there reasons

Unit II : International Monetary System and Sources of International Finance

Need for the system, various international financial institutions (like ADB) Commercial Papers,
International Bonds, LIBOR, Euro Bonds, Equity Finance, Process of Issue of GDRs and ADRs,
International Bank Transaction Cycle

Unit III : Foreign Exchange Market

Factors influencing exchange rates , foreign exchange rate quotation – direct and indirect and
arbitrage, Spot Market and Forward Market – forward premium and discount, Bid-Ask Spread

Unit IV : Theories of Exchange Rates

Purchasing Power Parity, Interest Rate Parity, Asset Market Models of Exchange Rate
Determination, Short Term Theories of Exchange Rate Determination

Unit V : Management of MNC’s and Exposure Management

Foreign Direct Investment, drivers of MNCs, entry options to MNC, Management of Economic
Exposure, Management of Transaction Exposure, Management of Translation Exposure
Text Books:
1. PG Apte, International Financial Management 5e, Tata Macgraw Hill
2. Siddaiah, International Financial Management, 1st Edition, Pearson Education
3. “International Financial Management”, Alan Shapiro, John Wiley & Sons Inc

Reference Books:

1. Global Finance, Eng, Lee, Maur, Addison Wesley Ltd.

2. Global Corporate Finance, Keith Pilbeam
3. Shapiro, Multinational Financial Management, , Wiley India
4. Buckley, A, International Capital Budgeting, Tata McGraw Hill.
5. V. Sharan, International Financial Management, Prentice-Hall

Websites:
1. https://www.adb.org/
2. https://www.wto.org/
3. www.imf.org/