PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

PROGRAMME STRUCTURE

S No
1. 2. 3. 4. 1 2 3

Subject
Total Quality Management Business Ethics Economic Environment for Business Executive Communication & Mentoring SPECIALISATION: MARKETING Marketing Research Distribution & Logistics Management B2B Marketing SPECIALISATION: HR MANAGEMENT Human Resource Planning Work Psychology Performance Management & Appraisal System SPECIALISATION: FINANCE Mergers & Acquisitions Strategic Corporate Finance Multinational Business Finance & FOREX SPECIALISATION: MARKETING COMMUNICATION Marketing and Advertising Research Account Planning, Servicing and Management PR & Corporate Communication SPECIALISATION: INFORMATION TECHNOLOGY ERP & CRM Consulting Implementation Technology & Strategic Consulting M-Commerce

Credits
2 2 2 4 4 2 2

1 2 3

4 2 2

1 2 3

4 2 2

1 2 3

4 2 2

1 2 3

4 2 2

PS: Subjects marked in bold are the ones which would be delivered as per University syllabus.

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 TOTAL QUALITY MANAGEMENT COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 UNIT 1. INTRODUCTION Meaning of quality orientation to customer satisfaction Scope of TQM Basics and Imperatives of TQM Cost of quality and its relevance to TQM Concept of Kaizen and continuous improvement UNIT 2. STATISTICAL QUALITY CONTROL Concept of SQC Acceptance sampling and inspection plans Statistical process control Process capability studies UNIT 3. PEOPLES ISSUES IN TQM Leadership issues Total employee involvement 5 S concept Quality circles UNIT 4. QUALITY MANAGEMENT SYSTEMS Quality audits Lead assessment & ISO - 9000 UNIT 5. QUALITY GURUS AND LEARNINGS FROM THEM Issues on quality by o Demming o Crosby o Taguchi o Juran RECOMMENDED BOOKS: BESTERFIELD: Total Quality Management (Pearson) S. N. CHARY: Production & Operations Management (TMH)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 BUSINESS ETHICS COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. INTRODUCTION (4 HRS) Business functioning and ethical dilemmas in management Unethical behaviour and conduct at individual, group, and corporate level Ethical principles in business 2. INDIVIDUAL ETHICS (4 HRS) Ethics in corporate strategy Ethical dilemmas and value clarification for future managers 3. GROUP ETHICS (4 HRS) Ethical attitudes of Indian managers Managers facing unethical management 4. CORPORATE ETHICS (4 HRS) Ethics and company philosophies Corporate social responsibility 5. APPLICATIONS (8 HRS) Ethics in marketing research and marketing strategy Ethics in finance: Tax planning; financial disclosures Ethics in information technology and systems usage Ethics and human resources management Environmental ethics (The faculty should use case studies for this unit). REQUIRED READINGS: MANUEL G. VELASQUEZ: Business Ethics - Concepts and Cases (Pearson: 2010) FERREL: Business Ethics: A case perspective (Cengage) AGGRAWAL: Business Ethics, An Indian Perspective (Wiley India)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 ECONOMIC ENVIRONMENT OF BUSINESS COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. INTRODUCTION TO BUSINESS ENVIRONMENT (2 HRS) Meaning of business environment; various classification schemes Components of business environment: - Microeconomic environment: Direct (customers, intermediaries, suppliers, employees, financial stakeholders, competitors); indirect (govt., community, pressure groups, etc) - Mesoeconomic environment: Industry (as against business unit) level forces - Macroeconomic environment: Economic, social, technological, legal, political, ethical, ecological and other forces facilitating and/or binding the business units. Environment turbulence and the need for adaptation/change in business decision making 2. MACROECONOMIC ENVIRONMENT (8 HRS) Key concepts in Macroeconomics*: Growth, development, circular flows, multiplier, business cycle, employment, inflation, trade, balance of payments, etc. Economic objectives and development models: - Free enterprise vs. planning model at the economy level* - Progress of Indian economy between 1951-1990 and 1991 till date; LPG model of growth. - Unfinished agenda and the role assigned to Indian business (both public and private sector) Policy framework - Fiscal policy: state of fiscal affairs in India; implications for business - Monetary and financial policy; Indian financial system and its relationship with Business - Regulatory framework: Need and operation in the area of prices, labor, infrastructure, etc; growth and constraints due to regulations. Business environment available at state level 3. INDUSTRIAL ENVIRONMENT (2 HRS) Intertemporal evolution of Indian business (including public sector) till date Industrial policy framework The new policy environment: Growth and inhibiting factors for the business. 4. STAKE HOLDERS IN BUSINESS (4 HRS) Immediate stakeholders: Customers, intermediaries, supplier, employees, financial partners Dealing with the stakeholders: Cooperation and conflicts Five forces model of M. Porter * 5. CONSUMING CLASSES IN INDIA (1 HR) Profile of Indian customers: Demographic, psychographic, geographic, and behavioural *

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 Consumerism and consumer protection Building relationship with customer * (Refer, specifically, to NCAER, NSSO, and Mc Kinsey Reports)

6. COMPETITIVE ENVIRONMENT (4 HRS) Kinds of industries (Monopolies, fragmented, and concentrated) and their competitive implications for business conduct and performance. Monitoring of competitive activities Globalisation and changing nature of competition in India Legislation to enforce/regulate competition (MRTPA, Competition bill, etc) 7. EMERGING ENVIRONMENTAL CHALLENGES (3 HRS) New Millennium, new challenges: Globalisation; information technology; demographic transition; environment degradation; consumer activism; business ethics (Note: The topics included here will be prepared by students for their internal assessment purpose; there shall be no teaching) Coping with new challenges (3 step process) - Business intelligence systems and business environment audit - Tapping of information - Devising of strategies and tactics IMP. NOTES: The starred (*) topics have already been covered or will be covered under different courses. Hence here there will be no teaching on them. But the students will be definitely examined on these topics, as regards their business implications, in the end term examination. The final examination paper will contain questions on current economic environment related issues. Any student who fails to read at least one pink newspaper and one business magazine is unlikely to clear the examination REQUIRED READINGS: Note: There is no specific text book catering to the whole syllabus. The faculty is advised to construct own reading list. The following may help, however: K. ASHWATHAPA: Business Environment for strategic Management (HPH) Besides the students are required to read the following newspapers and magazines: Newspapers: Business Standard; Economic Times; Financial Express; Hindu Business Line; Mint; Financial Chronicle Magazines: Business India; Business Today; Business world; Business & Economy; Outlook Business Business World: Marketing Yearbook (Businessworld Publications: Latest Edition)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 EXECUTIVE COMMUNICATION & MENTORING There is no formal syllabus for executive communication and mentoring. You are advised to contact Prof. Prashanto Banerjee directly for any guidance and clarification.

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 SPECIALIZATION: MARKETING MARKETING RESEARCH COURSE DURATION: 4 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 4 1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION Marketing research: Meaning, need, and scope Information and decision making Marketing information system Decision support systems Research process and research design Research data 2. MEASUREMENT TECHNIQUES IN M.R. The concept, scales, and components of measurement Questionnaire design Qualitative design. Attitude scales Interviews Mailed questionnaires Group discussions Focus groups Motivation/psychological research Shopping mall tests Web based research 3. SALES FORECASTING Importance of sales forecasting and its role in marketing research Consequences of incorrect forecasting Quantitative & qualitative aspects of forecasting 4. RESEARCH IN MARKETING MIX Product research testing Price research Distribution research Advertising and communication research 5. MARKETING RESEARCH REPORTS Preparing written research reports and oral presentations Reading and interpreting research reports. RECOMMENDED BOOKS GREEN, TULL, AND ALBAUM: Research for Marketing Decisions (PHI Learning)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 LUCK AND RUBIN: Marketing Research (PHI Learning) NARESH MALHOTRA: Marketing Research- An Applied Orientation (Pearson) ZIKMUND: Marketing Research (Cengage)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 SPECIALIZATION: MARKETING DISTRIBUTION AND LOGISTICS MANAGEMENT COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. DISTRIBUTION PLANNING AND CONTROL Role and function of intermediaries; their selection and motivation Distribution analysis, control, and management Channel dynamics: VMS, HMS, multichannel marketing system Channel conflict and their management 2. DISTRIBUTION SYSTEM Physical distribution system: Various decision areas Modes of transport in India; their characteristics 3. LOGISTICS Logistics management: Meaning; functional areas of logistics; logistics integration for customer satisfaction 4. COST AND CUSTOMER MANAGEMENT Distribution costs and their management Customer service 5. SUPPLY CHAIN Supply chain management Integration of procurement and supply strategies RECOMMENDED BOOKS: CHOPRA, MEINDI, AND KALRA: Supply Chain Management(Pearson) R.H.BALLOU AND SAMIR K. SRIVASTAVA: Business Logistics/ Supply Chain Management(Pearson) SATISH C. ALLAWADI & RAKESH SINGH: Logistics Management (EEE) KAPOOR & KANSAL: Basics of Distribution Management: A Logistics Approach (PHI Learning) P. VENUGOPAL: Sales and Distribution Management (Sage Publications)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 SPECIALIZATION: MARKETING B 2 B MARKETING COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. B2B MARKETING: OVERVIEW Nature and scope of B2B marketing Basics of industrial marketing 2. UNDERSTANDING CUSTOMER & ITS ENVIRONMENT Organisational buying behaviour Organising for the buying function Managing buyer seller relationship Researching the business markets 3. ORGANISING THE MARKETING FUNCTION Market segmentation strategy Product decisions for industrial products Management of new industrial products Pricing strategy for new products Pricing strategy in a competitive environment 4. PROMOTING AND PLACING B2B PRODUCTS Communication for industrial markets Industrial products distribution Commercial aspects of industrial marketing Industrial selling 5. SPECIFIC MARKETING PROGRAMS Marketing of projects Marketing of industrial services RECOMMENDED BOOKS: P. K. GHOSH: Industrial Marketing (OUP): Relevant chapters only.

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 SPECIALIZATION: HR MANANGEMENT HUMAN RESOURCE PLANNING COURSE DURATION: 4 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 4 1. INTRODUCTION TO MANPOWER PLANNING Definition and scope Objectives, importance, benefits, and challenges involved. 2. MANPOWER PLANNING PROCEDURES System and procedures used Manpower data bank Norms, plans, and projections Forecast: Manpower supply and demand; reconciliation between the two Manpower budgeting Manpower acquisition and redeployment 3. ASSESSMENT OF MANPOWER REQUIREMENT Information required Manpower surveys; employment market information Labor market characteristics 4. MANAGING CAREERS Career planning and management Succession planning 5. UTILIZATION AND CONTROL Improving manpower utilization Wastage analysis, downsizing, and manpower control. RECOMMENDED BOOKS: DIPAK K. BHATTACHARYA: Human Resource Planning (Excel) GATEWOOD, FIELD & BARRICK: Human Resource Selection (Cengage: 2008)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 SPECIALIZATION: HR MANANGEMENT WORK PSYCHOLOGY COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. PSYCHOLOGICAL PROCESSES IN WORK CONTEXT Framework and bases Personality in work context Industrial psychological research 2. ENVRIONMENTAL PSYCHOLOGY AND ERGONOMICS Organizational psychology Environmental psychology Ergonomics 3. WORKPLACE DIVERSITY AND PSYCHOLOGICAL ADJUSTMENTS Work psychology well being, and adjustments Workplace diversity 4. INDUSTRIAL PSYCHOLOGY TESTING AND ASSESSMENT Psychological testing: Meaning, scope, and effectiveness Principles involved: Norms and meaning of test scores, reliability, validity, and item analysis Ability testing: Individual tests; tests for special populations; group testing Personality testing: Self assessment personality inventories; measurement of interests and attitudes; projection techniques Application of testing; ethical and social considerations involved Personnel psychology 5. INDIVIDUAL DIFFERENCES AND WORK PERFORMANCE Demographic, personality, and cultural factors contributing to individual differences Individual differences in the work context Individual differences in cognitive behaviours, personality traits, personal orientation, and emotional state Individual difference in goal striving, work motivation, and work satisfaction Individual differences and decision making behaviours Individual differences and entrepreneurship Individual differences and organizational withdrawls RECOMMENDED BOOKS: PAUL M. MUCHINSKY: Psychology Applied to Work (Hypergraphic press)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 MALTHEWMAN, ROSE, AND HETHERINGTON: Work Psychology : An Introduction to Human Behaviour (OUP) DUNANC SCHULTZ: Psychology and Work Today ( Pearson) PETER WARTSMAN: Psychology at Work JOHN ARNOLD, IVAN T.ROBERTSON, AND CARY L. COOPER: Work Psychology:Understanding Human Behaviour in The Workplace (Prentice Hall)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: HR MANANGEMENT PERFORMANCE MANAGEMENT & APPRAISAL SYSTEM COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. INTRODUCTION TO PERFORMANCE APPRAISAL Performance appraisal: Meaning, purpose, and scope Pros, Cons and reputation of performance appraisal Legal aspects of performance appraisal systems Performance planning 2. PERFORMANCE EXECUTION Performance execution: Meaning, and scope Performance execution & managerial and employee responsibilities Performance tracking Performance enhancement: Motivators 3. PERFORMANCE ASSESSMENT Appraisal of performance Review Appraisal forms Process 4. BUILDING PERFORMANCE EXCELLENCE Factors leading to excellence in work Creating development plans that work for the employees Management and employee responsibilities in development Using the job as part of the development process Problem employees Identifying gaps between desired and actual performance Getting a buy in to change Documenting change discussions Attitude and attendance problems 5. PERFORMANCE CONSELLING Objectives of counselling Conditions for effective counselling Sequential process of performance counselling Making counselling effective

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 RECOMMENDED BOOKS: TV RAO: Performance Management & Appraisal System (Sage) SAKS: Performance Management through Training and Development (CIPD) MICHAEL ARMSTRONG: Performance Management (Kogan Page) TV RAO: 360 Degree Feedback and Performance Management System (Excel Books) MIKE WALTENS: The Performance Management Handbook (Jaico Publishing House)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: FINANCE MERGERS & ACQUISITIONS COURSE DURATION: 4 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 4 1. FORMS OF BUSINESS ALLIANCES Strategic choice of type of business alliance Merger and acquisition and take-over Introduction to restructuring problems; types of mergers; reasons for M & A; vertical, horizontal, conglomerate, concentric mergers. History of mergers the first to the fourth wave and causes thereof. The strategic Process Theories of mergers and tender offering financial synergy and managerial synergy. Joint ventures and alliances 2. DEFINING AND SELECTING TARGET Pricing of mergers (Pricing the competitive bid for take- over) Negotiation/approach for merger Acquisition and take over contracting; implementation of M & A; managing post-merger issues 3. VALUING FIRMS AND THE DIFFERENT METHODS OF VALUATION Product life cycle effect on valuation. Corporate and financial restructuring Divestiture Mechanism, process and techniques legalities involved in M & A and takeover Ethical issues of merger and take-over 4. ACCOUNTING FOR MERGERS Financing the mergers and Take-overs Corporate restructuring divestment and abandonment 5. LEGAL ASPECTS OF M&A Legal aspects of mergers/amalgamation and acquisition; provisions of Companies Act; SEBI regulation; Takeover Code; schemes of amalgamation; court approvals RECOMMEDNDED BOOKS: GAUGHAN: Mergers, Acquisition & Corporate Restructuring (John Wiley) SUDI SUDERSANAM: Creating Value from M&A (Pearson)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: FINANCE STRATEGIC CORPORATE FINANCE COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. INTRODUCTION TO STRATEGIC FINANCE Business system and maximization of wealth of shareholders/stakeholders Objective function of a business entity: wealth maximization for the shareholders and/or stakeholders Corporate governance issue: Principal agency problem Share holders marginal and average Principles of investment decisions 2. MEASUREMENT OF RETURNS Investment decisions: strategic and tactical roadmap for companies Capital budgeting: Concepts; decision making, including risk analysis Inflation and capital budgeting Economic value added (EVA): Concept and measurement in India companies 3. CORPORATE FINANCING DECISIONS Corporate life cycle approach Corporate debt: Benefits and costs Optimal capital structure Issues in designing capital structure (profitability & liquidity, control & tax tax planning, maneuverability) Transition from prevailing capital structure to optimum mix (debt plus equity) Dividend payouts 4. BUSINESS DECISIONS AND BUSINESS VALUATION Basics of business valuation Discounted cash flow: Concept, variants, and measurement Real options Relative valuation Integrated business valuation 5. CORPORATE RESTRUCTURING AND CORPORATE FINANCE Financial framework for Corporate Restructuring Corporate Debt Restructuring Mechanism PE and hybrid financing RECOMMEDED BOOKS:

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 ASHOK BANERJEE: Financial Management, EB PRASANNA CHANDRA: Fundamentals Financial Management, TMH JOHN WILD, SUBRANANYAM & ROBERT HALSEY: Financial Statement Analysis. TMH BREARLY AND MYERS: Financial Management TMH A. DAMODARAN: Applied Corporate Finance (John Wiley)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: FINANCE MULTINATIONAL BUSINESS FINANCE & FOREX MANAGEMENT COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. ESSENTIALS OF INTERNATIONAL FINANCE International finance: Issues & dimensions International finance: Nature, role International monetary/financial system Internationalization process; international financial flows, and balance of payments framework 2. CAPITAL IN MBF Capital structure Capital budgeting Working capital management 3. INTRODUCTION TO FOREIGN EXCHANGE Sources and Uses International exchange system and balance of payment (BoP) framework, International financial institutions , Basic glossary of foreign exchange market 4. FOREX MARKETS Regulatory framework Various kinds of instruments Different type of markets Working of Forex market 5. FOREIGN EXCHANGE RISK MANAGEMENT Introduction and need of risk management Types of risks and instruments to hedge forex risks - Currency futures and currency options - FX exposure and transaction risk - Market Risk - Counterparty Credit risk - Settlement risk - Measurement Techniques and Management Practice Hedging products RECOMMENDED BOOKS:

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 MOFFETT, STONEHILL, EITEMAN: Study Guide for fundamentals of Multinational Finance (Addition Wesley: 2008) A. V. RAJWADE: Foreign Exchange International Finance and Risk Management (Universal Law Publishing Co. Pvt. Ltd)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: MARKETING COMMUNICATION MARKETING AND ADVERTISING RESEARCH COURSE DURATION: 4 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 4 1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION Marketing research: Meaning, need, and scope Information and decision making; M.I.S. Research process and research design Research data Techniques to collect information

2. RESEARCH IN MARKETING MIX Product research Price research Distribution research Communication research 3. 4. PRERESEARCH IN ADVERTISING Advertising research during pre and post release phases Creative development research Concept testing Pretesting the whole campaign POSTTESTING Techniques for post testing Measurement of effectiveness of advertising Limitations of research in advertising

5. PRESENTING RESEARCH Preparing written research reports and oral presentations Reading and interpreting research reports RECOMMENDED BOOKS: GREEN, TULL, AND ALBAUM: Research for Marketing Decisions (PHI Learning) JOHN PHILIP JONES: When Ads Work: New Proof that Advertising Triggers Sales(M.E. Sharpe Inc.) LUCK AND RUBIN: Marketing Research (PHI Learning) NARESH MALHOTRA: Marketing Research- An Applied Orientation (Pearson) ZIKMUND: Marketing Research (Cengage)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: MARKETING COMMUNICATION ACCOUNT PLANNING, SERVICING AND MANAGEMENT COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. COMMUNICATION PLANNING AND EXECUTION Situation analysis Objective setting Message strategy Media strategy Execution

2. ACCOUNT PLANNING BASICS Meaning and scope of account planning Role, responsibilities, and tracts of an account planner Account servicing basics Overall account management 3. 4. RESEARCH AND ACCOUNT PLANNING Strategic research Strategy document Message development research Research challenge ACCOUNT SERVICING Advertising agency and account servicing Role and responsibilities of client service team Client - agency relationship: services provided

5. ACCOUNT MANAGEMENT Client brief Strategy formulation Strategic execution Evaluation RECOMMENDED BOOKS: SANGEETA SHARMA & RAGHUVIR SINGH: Advertising Planning and Implementation(PHI Learning) TEJ K. BHATIA: Advertising and Marketing in Rural India (Macmillan Books) JOHN STEEL: Truth, Lies and Advertising- The Art of Account Planning (Wiley books) SUNIL GUPTA: Living on the Edge (Roli books)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 DON COWLEY: How to Plan Advertising (Abe Books)

SPECIALIZATION: MARKETING COMMUNICATION PUBLIC RELATIONS AND CORPORATE COMMUNICATION COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. PUBLIC RELATIONS Meaning and scope Tools for P.R Planning of a P.R. activity Executing a P.R.campaign 2. CORPORATE COMMUNICATION Concept: Need, advantage, benefits Identification of public for corporate communication Corporate communication planning and execution

3. CORPORATE COMMUNICATION SETUP Functional interface within the organization Role of corporate communication department 4. EXTERNAL COMMUNICATION Media Training External functional interface with ad. Agency, PR agency, and other media Limitations of corporate communication

5. CORPORATE COMMUNICATION CASE STUDY Success stories Failure stories RECOMMENDED BOOKS: PHILIP LESLEY: Handbook of Public Relations (Jaico) SUSHIL BEHL: Making P.R. Work (Wheeler Publishing) SUBIR GHOSH: Public Relation Today (Rupa) CENTER & JACKSON: Public Relations Practices (Prentice Hall) LYNN UPSHAW: Truth: The New Rules for Marketing in a Skeptical World (AMACOM)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012

SPECIALIZATION: INFORMATION TECHNOLOGY ERP AND CRM CONSULTING & IMPLEMENTATION COURSE DURATION: 4 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 4 1. INTRODUCTION TO ERP Meaning Various products available, including SAP ERP implementation: phases and problems faced Models of ERP 2. VERTICALS AND ERP Banking Retail Telecom Services Logistics Manufacturing 3. CRM STRATEGY Planning CRM implementation Understanding and measuring service quality Voice of customer 4. TECHNOLOGY FOR CRM Contact centre Frontdesk management CRM technology Customer data management 5. CRM MEASUREMENT What needs to be measured Consumer matrices Application of the matrices RECOMMENDED BOOKS: ASHIM RAJ SINGLA: Enterprise Resource Planning Rahul V. Altekar: Enterprise Resource Planning: Theory and Practice (Cenage) FJERMESTAD & ROMANO: Electronic Customer Relationship Management (AMIS) V.K.GARG & N.K.VENKITAKRISHNAN: ERPWare: ERP Implementation Frameworks (TMH)

PGP_ISBE-B_FW_ IV_SEMESTER_2010 12 RELEASE DATE: FEBRUARY 2012 ALEXIS LEON: Enterprise Resource Planning (TMH)

SPECIALIZATION: INFORMATION TECHNOLOGY TECHNOLOGY AND STRATEGIC CONSULTING COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. INTRODUCTION: What is technology Contribution of technology to business performance: Economic analysis Technological and performance enhancement 2. TECHNOLOGY AND VALUE CHAIN Concept of value chain and contribution of technology: Technology & competitive advantage Technology and value chain optimization 3. TECHNOLOGY SELECTION Technology scanning: Searching for window of opportunity Matching internal and external competencies Evaluation of risk vs. potential for success Short term vs. long term considerations 4. TECHNOLOGY ASSESSMENT Methodologies of technological assessment Problem issues in TA Organization and management of TA 5. ENTREPRENEURSHIP & TECHNOLOGY Web based entrepreneurship Websites and their potential in conducting business RECOMMENDED BOOKS: RANDEV MEHTA: Getting to Transformation (Macmillian) MOMAYA & SHARMA: New Business Paradigm : Global, Virtual, and Flexible (Thomson Learning) KATHLEEN R. ALLEN: Bringing New Technology to Market (Pearson) ANDERSON, BRAMORSKI, TESAR, AND GHOSH: Strategic Technology Management (Edited books) SAMEER KUMAR: Connective Technologies in the Supply Chain ( Auerbach Publications) WHITE: The Management of Technology and Innovation: A Strategic Approach (Cengage)

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SPECIALIZATION: INFORMATION TECHNOLOGY M COMMERCE COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDIT: 2 1. INTRODUCTION Concept of commerce, e-commerce, and commerce through mobile screens Scope of m commerce in India vis a- vis. Other modes Obstacles in the path of m commerce in India 2. MOBILE COMMUNICATION Managerial perspective of mobile communication and mobile internet Business models and m commerce today; m commerce value chain 3. MOBILE COMMERCE IN INDIA Mobile ways in India; mobile industry Relevance and potential of mobile industry in urban and rural India 4. MOBILE INDUSTRY: POLICIES AND REGULATIONS Regulatory issues of m commerce Regulatory model of m commerce: Stakeholders perspective 5. SYSTEMS DYNAMICS The eco system of m commerce: Casual loops and impact of policies and regulation Mobile commerce: Present and future in India Wireless spectrum auctions Mobile security and payments RECOMMENDED BOOKS: NORMAN SADCH: M.Commerce: Technologies, Services, and Business Models (Wiley) DAVID WHITELEY: E- Commerce (TMH) ELIAS M. AWAD: Electronic Commerce: From Vision to Fulfilment (Elias M Awad Books) P.T.JOSEPH: E-Commerce: An Indian Perspective (PHI Learning) RAVI KALAKOTE & ANDREW B. WHINSTON: Frontiers of Electronic Commerce (Wesley)