S L A U Y L B S

CLASS 2011 TERM I

TERM I MC 101 MC 102 MC 103 MC 104 MC 105 MC 106 PRINCIPLES OF MANAGEMENT MANAGERIAL ECONOMICS STATISTICS FOR MANAGEMENT ACCOUNTING FOR MANAGERS PRINCIPLES OF MARKETING BUSINESS COMMUNICATION SKILLS

S L A U Y L B S
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CLASS 2011 TERM I

MC 101 PRINCIPLES OF MANAGEMENT

Course objective: The objective of this course is to present an overview of management theory and practice. It focuses on the basic roles, skills and functions of managers with special attention to managerial responsibility for effective achievement of organizational goals in the dynamic business environment. Course outline: 1. Introduction: Management Defined, Levels of Management, Mintzbergs Managerial Roles, Management - Science or Art?, Administration vs. Management, Functions of Management, Managerial Skills, Entrepreneur, Entrepreneurship, Intrapreneur. 2. Evolution of Management Thought: Scientific Management Frederick W.Taylor, Administrative Management of Henry Fayols Principles of Management, Behavioral Approach -Systems Approach Gilberth; Contingency Approach to Management. 3. Decision Making: Meaning of a decision, Types of decisions; Steps in Rational Decision Making, Models of Decision making behaviour, Environment of Decision Making, Common Difficulties in Decision Making. 4. Planning: Nature, types and Steps in planning; Levels of planning, the Planning Process and the strategic role. 5. Organizing: Meaning- Process-Principles of Organising - Span of Management control; Organizational Structure-Authority Delegation Decentralisation. 6. Staffing: Importance & Need for proper staffing- Manpower PlanningRecruitment Selection Training - Development 7. Direction and Supervision: Elements of effective direction; giving orders; Motivation Maintaining Staff Morale; Job Satisfaction. 8. Leading and Controlling: Difference between a Leader and a Manager, Characteristics of Leadership, Functions of a Leader, Approaches to Leadership, Leadership Theories, Mckinsey 7 - S Framework, Basic Control process, Control as a feedback system; Control techniques. 9. Management Crisis and Societal Ethics: Corporate Social responsibility, Managerial Ethics and Indian ethos. Suggested References: 1) 2) 3) 4) 5) 6) 7) 8)
Koontz, Weihrich, 2009, Principles of Management, TMH, New Delhi. P C Tripathi, P N Reddy, 2008, Principles of Management, 4th Edition, TMH. Stoner, Freeman, Gilbert, 2007, Management, 6th Edition, PHI. Stephen P. Robbins, 2009, Management 10th Edition, Pearson Education. Daft, 2009, The New Era of Management, Cengage, 7th Edition, New Delhi. Schermerhorn, 2009, Management, Wiley. Lussier, 2009, Effective Leadership, Cengage. Prem Vrat, K K Ahuja, P K Jain, 2006, Case Studies in Management, Vikas Publishing House Pvt Ltd. 9) V.S.P.Rao, V. Hari Krishna, 2007, Management text & cases, Excel Books.

MC 102 MANAGERIAL ECONOMICS

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Economic growth without social progress lets the great majority of people remain in poverty, while a privileged few reap the benefits of rising abundance. John F. Kennedy

Course Objective
The basic objective of this course is to impart a practical orientation to various concepts of pure economics in the context of business management. The course provides an integration of various concepts, principles and ideas from the fields of economics which have a bearing on managerial decision-making and policy formulation of the firm.

Course Outline:
1. Introduction: Definition, Nature and Scope of Managerial Economics Basic Economic Principles - Opportunity Cost, Incremental Concept, Scarcity, Marginalism, Equi-Marginalism, Time Perspective, Discounting Principle. Risk and Uncertainty, Profits. 2. Demand and Supply Analysis: Meaning, Types and Determinants of Demand. Demand Function, Demand Elasticity and other Elasticities. Need for Demand Forecasting and its Techniques - Concept; Types; Factors Dictating Supply; Supply Curve & Supply Schedule; Law of Supply; Expansion / Contraction of Supply Vs. Increase / Decrease in Supply - Elasticity of Supply - Concept; Values; Measurement; Determinants; Implications for the Suppliers 3. Consumer Behaviour: Consumer Behaviour, Choice & Utility; Concept of Total Utility, Marginal Utility & Average Utility; Law of Diminishing Marginal Utility; Law of Equi-Marginal Utility; Equilibrium of a Consumer; Explanation of Falling Demand; Income, Substitution, Price Effects & Consumer Choices; Paradox of Value; Consumer Surplus - Indifference Curve Analysis - Meaning; Kinds; Properties; Inference Map; Budget Line; Equilibrium; Applications of ICA. 4. Production Analysis: Concept of Production & Production Function; LR & VR; LVP; Relationship Between TP, MP, and AP, Stages of Production, Concept of Returns to Scale & Laws of Returns, Impact of Technological Change on Return, Concept of Isoquant, Isocost Lines & Equilibrium; Equilibrium Under Cost Constraint & for a Given Output; Economic Region of Production; Expansion Path. 5. Cost and Revenue Analysis: Concept of Cost; Linkage between Production & Cost; Cost Classification. Total Cost, Average Cost, & Marginal Cost and their Relationship; Cost Curve under Short Run & Long Run - Concepts of Total Revenue, Average Revenue and Marginal Revenue; Cost, Revenue and Equilibrium of a Firm; Equilibrium under Alternative Assumptions about Firms objective functions. 6. Markets and Pricing: Distinguishing Features of Different Markets Perfect Competition, Monopoly, Monopolistic and Oligopoly. Determinants of Price, Price under Different Objectives, Pricing under Different Market Structures. Price Determination - Full Cost Pricing, Product Line Pricing. Pricing Methods in Practice. Government Policies and Pricing.

Suggested References:
1) R.L.Varshney, K.L.Maheshwari, 2009, Managerial Economics, Sultan Chand, 19th Edition. 2) V.L.Mote, Samuel paul, G.S.Gupta, 2007, Managerial Economics Concepts & Cases, TMH. 3) Geetika, Piyali Gosh, Purba Roy Choudhury, 2009, Managerial Economics, TMH. 4) Suma Damodaran, 2007, Managerial Economics, Oxford. 5) Robert S. Pindyck; Rubinfeld & P.L. Mehta, 2009, Micro Economics Prentice Hall. 6) Mark Hirschey, 2008, Economics for Managers, 11th Edition, Cengage Learning. 7) Christopher R Thomas, S. Charles Maurice, 2007, Managerial Economics, 8th Edition, TMH.
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8) Azhar Kazmi, 2007, Business Policy, 2nd Edition, Tata McGraw Hill. 9) Michael E Porter, 2004, Competitive Advantage Creating and Sustaining Superior Performance, Free Press. 10) Salvatore, D, adopted by Srivastava, R. Managerial Economics: Principles and Worldwide Applications 6th Edition, Oxford University Press.

MC 103 STATISTICS FOR MANAGEMENT

Course Objective This course aims to familiarize the students with statistical techniques, their application to decision-making and interpretation of the results. Course outline 1. Introduction: Statistics and its relevance to managers. Types of statistical methods, Importance and scope of statistics, Limitations of statistics. Variables & Constants.
2. Data & its Organization: Types of Data - Qualitative & Quantitative,

Primary & Secondary. Scales of Measurement. Organizing and presenting Data -Frequency Distribution Tables, Frequency Distribution Graphs. Other graphs - Histograms, Bar Charts, Polygons, bubble graphs, radar graphs.
3. Measures of Location, Dispersion & Shape: Mean, Median, Mode.

Weighted & Geometric Mean. Measures of Dispersion-Range & Standard Deviation. Measures of Shape-Skewness, Kurtosis.
4. First level data analysis: Frequencies and crosstabs, generating and

testing hypotheses
5. Correlation & Regression: Description of joint distributions of data-

Covariance. Coefficient of Correlation - Computation & Interpretation. Coefficient of Determination. Linear Regression- Scatter Plot, Logic of OLS Method for fitting regression Line. Slope & Residuals.
6. Probability: Fundamentals of probability, Probability distributions. 7. Statistical Inference & Tests of Hypothesis: Normal Distribution & its

Properties. Logic of and Procedure for Framing & Testing Hypothesis. Confidence Intervals. Sampling Distribution & Standard Error. z & t tests
8. Chi Square & Analysis of Variance: Introduction to Distribution Free

Tests. Chi Square as test of Independence and Goodness of fit. Analysis of Variance (ANOVA) and F-Test

Suggested References 1) Levin and Rubin, 2008, Statistics for Management, Prentice Hall of India. 2) G.C.Beri, 2005, Business Statistics, Tata McGraw Hill. 3) Aczel & Sounderpandian, 2006, Complete Business Statistics, Tata McGraw Hill.
4) J.K.Sharma, Business Statistics for Managers, Pearson Publications. 5) Gupta, S.C, 2006, Fundamentals of Statistics, Himalaya Publishing House, Bombay. 6) Gupta, S. P. & Gupta M. P, 2005, Business Statistics, Sultan Chand & Sons, New Delhi. 7) Levine, Krehbiel, Berenson, 2004, Business Statistics: A First Course, Pearson Education. 8) Richard I. Levin, 2002, Statistics for Management, Prentice Hall of India Ltd., New Delhi.
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9) Frank & Althoen, 2002, Statistics: Concepts & Applications, Cambridge University
Press.

10) Gerald Keller, 2008, Statistics for Management & Economics, 2nd edition,
Cengage.

MC 104 ACCOUNTING FOR MANAGERS

To state the facts frankly is not to despair the future nor indict the past. The prudent heir takes careful inventory of his legacies and gives a faithful accounting to those whom he owes an obligation of trust - John F. Kennedy Course objective: The course intends to provide an overview of concepts and principles of Financial Accounting. It explores the application of various tools and techniques which help in analyzing the contents of financial statements. The course is designed for students who believe to be vigilant users of financial statements and enables them to take rational business decisions. Course Outline: 1. Introduction to Accounting: Definition & Functions of Financial Accounting, Importance and Objectives of Accounting, Accounting concepts and conventions, Accounting Equation, Forms of Business, End users of Accounting information, Role of an Accountant, Journal Entries, Ledger Accounts, Trial Balance, classification of expenses as capital and revenue. 2. Final Accounts: Trading Account Profit & Loss Account, Balance Sheet Preparation, adjustments and related concepts. 3. Issues in Income determination: Effect of policies of depreciation, Inventory valuation on reporting incomes, Accounting for price level changes. 4. Accounting for Shares & Debentures: Share Capital, Dividends, Preference share Capital Types, Issue & Buy-back of share capital, Bonus shares, Retained Earnings, Issue of shares at Discount and premium. Debentures: Meaning, issue of debentures for cash and other than cash, treatment of discounts and losses on issue, meaning of redemption, redemption out of capital and profits. 5. Reporting of Financial Information: Accounting Standards issued by ICAI, Global Financial Reporting Accounting Standards (IAS, GAAP, IFRS), Provisions of Companies Act 1956 relating to the preparation and presentation of Final Accounts of Companies. 6. Concepts of Financial Statement Analysis: Objectives of Financial Statement Analysis, Sources of Information, statement of changes in working capital, Techniques of Financial Statement Analysis (Vertical, Horizontal, Trend, Ratios), Du Pont Analysis, Comparative Balance Sheets. Suggested References: 1) Dr.S.N. Maheshwari and Dr.S.K. Maheshwari, 2007, Financial Accounting,
Vikas Publishing House Pvt. Ltd. 2) R.Narayanaswamy, 2008, Financial Accounting: A Managerial Perspective, 3rd Edition, Prentice Hall India.
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3) A Mukherjee, M Haniff, 2000, Modern Accountancy, Tata McGraw-Hill, 2nd

Edition. 4) Ambrish Gupta, Financial Accounting, Pearson India. 5) Carl S Warren, James M Reeve, Philip E Fess, 2004, Financial Accounting, 9th Edition. 6) N Ramachandran & Ram Kumar Kakani, 2009, Financial Accounting for Management, Tata McGraw-Hill, 2nd Edition. 7) Gupta, R.L & Radhaswami M, 2002, Advanced Accountancy, Sultan Chand and Co.

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MC 105 PRINCIPLES OF MARKETING

Course Objective To familiarize the students with concepts and strategies related to marketing activities in an organization. Course outline 1. Introduction to Marketing - The concept & history of Marketing, Scope & Functions of Marketing, Functions, and Paradigm shifts in Marketing, Selling versus marketing, Goods Services Continuum, Product. Core concepts of marketing; Need, Want, Desire, Benefits, Demand, Value, Exchange. Market Approaches to Marketing ProductProduction-SalesMarketingSocietalRelational. Concept of Marketing Myopia. 2. The Marketing Mix 4Ps, Extended 7 Ps Vs 12 Ps, Definition & Components of each of the Ps, Designing strategies for Product, Price, Place and Promotion Pricing types & strategies, Promotion mix & media, Reach Vs Impact. 3. Creating Customer Value Customer and Consumer, Consumer behavior Buying process Customer satisfaction & Customer delight, Delivering Customer value, Value Chain, Attracting and Retaining Customers, Customer Life time value. 4. The Marketing Environment Analyzing needs and trends Macro Environment - Political, Economic, Socio-cultural and Technical Environment PEST analysis. Micro Environment Industry & Competition. Concept of Market Potential & Market Share Gathering Information and measuring Market demand. 5. Analyzing Markets Concept, Characteristics of consumer and organizational markets. Market segmentation: Definition, Need & Benefits, Bases for market segmentation of consumer goods, industrial goods and services. Segment, Niche & Local Marketing, Effective segmentation criteria, Concept of Target Market Evaluating & Selecting Target Markets, and Concept of positioning. Dealing with competition Winning Markets through strategic planning SBU, GBU, BCG Matrix, The GE Model. 6. The Market offering shaping the Marketing Plan for variety of goods & services, Developing Marketing strategies, levels of Product, New product development. Product Life cycle strategies The product and the product mix, product line, Product line decisions, Product classifications- Consumer, Industrial Products, Durables, Services, FMCG. 7. Marketing Organization: Concept, Types - Functional organization, Product-focused organization, Geographic Organization, Customer Based Organization, Matrix organization. Organization structure for a wide customer orientation. Market Evaluation and Controls: Generic Process, Need and Significance of marketing control. Marketing Audit. Social responsibility of marketing organizations. Suggested References: 1) Philip Kotler, 2010, Principles of Marketing: A South Asian Perspective, 13th edition, Pearson Education India. 2) William D. Perreault, E. Jerome McCarthy, 2006, Basic Marketing: A global managerial approach, 15th edition, TMH. 3) Ramaswamy & Namakumari, 2004, Marketing Management, Macmillan India Ltd. 4) Rajan Saxena, 2009, Marketing Management 4th edition, Tata McGraw Hill.
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5) R Srinivas, 2008, Case Studies in Marketing - Indian context Prentice-hall Of

India.

6) Rajiv Lal, John A Quelch, V Kasturi Rangan, 2007, Marketing Management: Text
and Cases, Tata McGraw Hill. 7) Etzel MJ, Walker BJ, Ajay Pandit, 2007, Marketing Tata McGraw Hill. 8) David Jobber, 2004, Principles & Practice of Marketing, Tata McGraw Hill. 9) Lehmann, Donald & Winer, Rusell, 2004, Analysis for Marketing Planning Mc Graw Hill.

MC 106 BUSINESS COMMUICATION SKILLS

Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people. - Jim Rohn Course Objective: This course aims at equipping the students with the basics of communication followed up by an introduction to business communication. At the end of the course, the student should be able to communicate both in written and oral English fluently, prepare reports, presentations and build a repertoire of other communication skills necessary for todays managers. Course Outline: 1. Fundamentals of Interpersonal Communication: Importance of communication, Model of Communication - Verbal and Non-verbal, Barriers to Effective Communication, Communication at the Workplace.
2.

Oral Communication Skills: Formal and Extempore Public Speaking, Public Speaking Skills, Business Meetings, Speaking and Listening, Politeness, Rate of Speech, Clarity, Tone and Modulation of Voice. Written Communication: Features of effective writing such as clarity, brevity, appropriate tone, Advantages & Disadvantages of Written Communication, Basics of English Grammar & Formation of Sentences. Business Correspondence & Report Writing: Kinds of Business letters, 7 Cs of Business Letter Writing, Effective Business Correspondence, Analysis of a Sample Letter, Business and Technical Reports, Analysis of Sample Reports from Industry. Presentations & Group Discussions: Principles of Effective Presentation, Mistakes in Making Presentation, Preparation for a Group Discussion, Guidelines for Success in a Group Discussion. Reading: Rapid Reading, Intensive Reading, Comprehension & Prcis Writing. E- communication: Telephone Etiquette, Mail, Fax, Pagers & Cellular Phones. Interviews: Types of Interviews, General Preparation for Interview, Success in an Interview.

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Suggested References:

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1) M. Ashraf Rizvi, 2007, Effective Technical Communication, Tata McGraw Hill. 2) M. M. Monipally, 2001, Business Communication Strategies, Tata McGraw Hill. 3) K.K. Sinha, 2006, Business Communication, Galgotia. 4) Hari Mohan Prasad, 2009, How to prepare for Group Discussions & Interviews,
Tata McGraw Hill.

5) Raymond V. Lesikar, 2009, Business Communications making connections in a

Digital world, Tata McGraw Hill. 6) R.C.Sharma, Krishna Mohan, 2008, Business Correspondence & Report Writing, Tata McGraw Hill.

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