Professional Documents
Culture Documents
Course Objective:
The course aims at bringing the students closer to reality by developing their understanding of the professional
prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid
discontinuous change in business environment. Integrative in approach, this course aims at developing not
theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change
and internal desire of management for stability.
Course Contents:
Module I: Introduction
Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of
Management Consultancy, Skills-set required for Management Consultants. Consulting and performance
counseling.
Examination Scheme:
References:
• Cadbury, Sir Adrian, “Ethical Managers Make Their Own rules”. Harvard Business Review, 65, September
/ October 1987.
• Cogner, Jay A, David Finegold and Edward E Lawler III, January-February 1998, ‘appraising Boardroom
Performance. Harvard Business Review.
• Drucker, Peter F. Dutton 1992, “Managing the Future: The 1990s and Beyond”.
• Kumar Mangalam Birla Committee Report on Corporate Governance – “Legislation alone is not enough”,
“activating adult committees”. “Shareholder – friendly steps” - The Hindu, October 10, 1999.
• Parekh, Deepak S, August 1999, “The Real Meaning of Corporate Governance”. Indian Management.
• Paine, Lynn Sharp, March – April 1994, “Managing Organizational Integrity”. Harvard Business Review.
• Salmon W.J. January-February 1993, “Crises Prevention’s; How to Gear up Your Board”. Harvard
Business Review, pp 68-75.
• Sodarn, Dr. Kailash, October 1999,“Transparency in Corporate Governance”, Indian Management Vol. 38,
No.10.
• Cadbury, Sir Adrian, “The Company Chairman”, Director Books, Simon Schuster International Group
1990.
• Crosby, Philips. 1990, Let us talk Quality, Penguin Publications.
• Davenport S. Kimberly & Others. 1996 Focused Quality, John Wily Sons Inc.
• Eccles, R.G. and Crane, D.B. 1995, Doing Deals: Investment Banks at Work, McGraw Hill
International.
BUSINESS COMMUNICATION - IV
Course Objective:
The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and
offers cultural communication challenges. This course is designed to inculcate transcultural communication
skills among the young Amitians.
Course Contents:
Module I: Importance of Culture in Communication
Principles of effective cross cultural communication
Developing Communication Competence
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be
required to make a presentation for 20 marks over and above the teaching hours. They will
have to be programmed accordingly.
Course Objective:
This course aims at imparting an understanding of:
Build and leverage your professional reputation
Maintain focus in pressure situations
Make a balanced choice between professional and personal commitments
Course Contents:
Module I: Individual, Society and Nation
Individual Differences and Dimensions of Personality
Socialization Process
Relating to the Nation: Values, Culture, Religion
Sense of pride and Patriotism
Managing Diversity
• J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996);
Pfeiffer & Company
• Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College
Publishers
• Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi.
• Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi
GERMAN - IV
Course Code: MBAGR 20401 Credit Units: 02
Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar,
which will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities
available in Germany.
Introduction to Advanced Grammar Language and Professional Jargon
Course Contents:
Module I: Present perfect tense
Present perfect tense, usage and applicability
Usage of this tense to indicate near past
Universal applicability of this tense in German
Examination Scheme:
Components CT-1 CT-2 H-1 + V-1 EEI
Weightage (%) 15 15 10 60
Course Objective:
Dissertation provides an opportunity to the students to demonstrate the ability to devise, to show the application
of skills of data collection, critical analysis and concept synthesis necessary for formation of defensible
conclusions. It also provides a platform to demonstrate ability to draw appropriate conclusions argued from the
evidence presented and also a forum to demonstrate the skills of structuring and present a balanced informed,
complete, clear and concise written argument.
Examination Scheme:
Contents & Layout of the Report 30
Conceptual Framework 10
Viva/ Presentations 30
TOTAL 100
ADVERTISING AND SALES PROMOTION
Course Objective:
At the outset, students will learn the Fundamentals of Advertising & its Strategies. They will learn how to use
Advertising as a tool to Create Awareness, Position the Product, and make an impact in the Consumers’ Minds.
Students will also learn how effectively they can do Media Planning & Media Scheduling and handle different
Media.
Course Contents:
Module I: Introduction to Advertising, Advertising
Ethics, Regulations, & Social Responsibility, Advertising & Marketing Process.
Module III
Media Planning, Scheduling, & Buying; Print, Broadcast & Interactive Online Media
Module IV
Creativity in Advertising, Copy Writing, Design & Production
Module VI
Event Marketing, Surrogate Advertising, New Product Launches, Campaign Strategies
Examination Scheme:
Course Objective:
Customer Relationship Management (CRM) is a comprehensive Business Strategy. CRM helps Organizations
organize its activities around the customers. CRM strategies are not meant for service organizations only, it
transcends almost in all business categories. In the present business paradigm, customers have taken the central
stage and all business houses are centering on customers. Today we are into a new paradigm of Customer-
Centric Management. Basic premise of survival for any organization is to centre on Customer.
Course Contents:
Module I: Conceptual Foundation of CRM
Evolution of CRM, Benefits of CRM, Schools of thought on CRM, Different Definitions of CRM
Module V
Customer Loyalty, Customer Retention Strategies, & Win back & Acquisition Strategies, Measuring Customer
Satisfaction & Loyalty.
Module VI
CRM in Service Sectors; CRM in B2C Markets & B2B Markets
Examination Scheme:
Components P-1 C-1 CT-1 EE
Weightage (%) 10 10 20 60
Course Objective:
To understand how marketing for industrial good is different from the traditional marketing and marketing in
rural India. To be aware of the success stories and failures in rural Indian Marketing.
Course Contents:
Module I
Environment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer
marketing, organizational buying behaviour process and organizational buying behaviour, commercial and
institutional buying, Bidding, tendering, channel behaviour, industrial establishment. OEM and impact on
pricing policies.
Module II
The strategic perspective in industrial marketing, the GE matrix, Michael Porter’s generic options theory,
economies of scale Vs economies of scope and case discussion of Schulman plastics.
Module III
Buyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions,
organizational buying environment, individual Vs group decision making and buying center influences.
Assessing the market reach, fragmented markets and their implications and industrial pricing the services
component.
Module IV
Industrial marketing communications, advertising, publicity, sales promotion possibilities, the role of
exhibitions and domestic and international contacts, the marketing intelligence, role of MIS and DSS functions
and evaluating the marketing strategies and performances.
Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.
Examination Scheme:
References:
• Richard M. Hill, Ralph S Alexander and James C Cross, Industrial Marketing.
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India.
RETAIL AND MALL MANAGEMENT
Course Objective:
The primary objective of the course is to have students develop marketing competencies in retailing and retail
consulting. The course is designed to prepare students for positions in the retail sector or positions in the retail
divisions of consulting companies. The course can also benefit students interested in starting their own
consulting firm. Students taking the course will develop a fundamental understanding of retailing and come
away with a fundamental appreciation of the problems, constraints, and opportunities faced by retailers.
Simultaneously, students taking the course will develop a fundamental understanding of retail consulting. This
includes developing an understanding of the challenges and opportunities faced by professionals and companies
in this sector of the consulting industry. Besides learning more about retailing and retail consulting, the course is
designed to foster the development of the student’s critical and creative thinking skills.
Course Contents:
Module I
Define Retailing, Retail Scenario (Globally and in India), Growth of Retail Business / Outlets in India. Key
Drivers of Retailing in India, Evolution of Retailing through the Four Gears, Organized Retailing in India,
Retail Formats and their Characteristics viz. Location, space / layout, merchandise, Customer profile etc.
Formats: Super market, Specialty Store, Departmental Store, The Plaza, The Mall, The emporium, The Bazaar,
Stop-Over, Single Size Denomination, Kiosk
Module V
Defining Shopping Mall, How Shopping Mall differs from other Retail Formats in characteristics such as
Location, Space / Layout, Merchandise, Customer Profile, Niche conveniences Shopping Centre / Mall
Location: Existing mall traffic, Clean environment, Designated parking area, Medium to high rental cost
(Examples: DLF Mall in Delhi, Spencer Plaza in Chennai, Crossroads in Mumbai);Strengths and Weaknesses
of the Mall Format; Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits,
Busking Licences, Outdoor dining permits, Peaceful assembly / rally, Vehicle access permits; Characteristics
of typical Neighborhood, Community, and Regional types of U.S., Planned Shopping Centers/ Malls,
Entertainment as Customer Value in Malls
Module VI
Lessons from the experience of Crossroads in India: Define the target audience clearly, Be mindful of
shopping basket, Plan the lay-out smartly, Setting the lease rental appropriately, Sensitive mall management,
Cater to the internal customer, Quasi- Mall - Is this the right format for India?, Stories of some great malls
world-wide viz. DDF, Wal-Mart, etc., Visit to DLF Mall and City Center.
Examination Scheme:
Text:
• Berman & Evans, Retail Management, PHI
References:
• R Vedamani & Gibbson, Retail Management, Jaico publications
• Patrick M & Robert, Retailing, Thompson press,
• James & Ron Hasty, Retail, Tata Mc-Graw
• Thomson , Malcom , Retail Marketing.
• Images Retail magazine
SALES MANAGEMENT
Course Objective:
To familiarize the students with the concepts of sales management and to equip them with the various tools
required to be a success in the various techniques essential for sales staff management. To help them
differentiate the nuances of personal, organizational and retail selling.
Course Contents:
Module I
Introduction to Sales Management, Historical Review, Professionalism in sales, Contribution of selling to social
development, different types of sales jobs. Discussion of sales careers and qualifications and skills required for
success.
Module II
Role of the Sales Manager, Measuring effectiveness and success of the manager. Recruitment, selection and
training. Motivation and retention of sales staff. Sales force compensation, tools for sales supervision and
control, Examination and appraisal of sales staff. Understanding and mastery of two way communications.
Communication and its role in professional selling Role plays.
Module III
Tools and techniques of sales forecasting, sales territorialization, sales quotas, budgeting and costing,
monitoring sales expenses, Sales promotion Strategies, Types and techniques of sales promotion
Module IV
Adaptive selling, sales presentation, approaching the customer and gaining the commitment of the customer.
Role play.
Module V
The sales process- planning prospecting, planning the initial sales call, approaching the prospect and initiation
of discussing, negotiation and closing Case study and role play. Developing and expanding the customer
relationship through CRM and use of technology (database marketing), encouraging critical encounters.
Examination Scheme:
Components P-1 C-1 CT-1 EE
Weightage (%) 10 10 20 60
Course Objective:
The objective of the course is to understand the growing significance and impact of services on the growth and
economy and the scientific ways to run the operations so as to optimize the business and brand returns.
Course Contents:
Module I: Service as Strategy
Concepts and understanding, Brand significance and impact on businesses Nature of services and service
products, customer centric operations and building services for competitive advantage.
Examination Scheme:
• Gengiz Hakserver, Barry Rendes, RobertRussel & Robert Murdich , Service Management & Operations
References:
Course Objective:
The objective is to familiarize the students with WCM practices and their importance to enhance
competitiveness in international markets. The aim is to develop understanding about the practical aspects
of selection of process technology, management of technological resources and to make the students
familiar with the changes required in the operational technology with rapidly changing environment.
Course Contents:
Examination Scheme:
• No specific Text and References are given but various articles and Books like Toyota Production
Systems, The Goal, Nuts, will be used as references.