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MBA 301: Mergers And Acquisitions 1. Aims of the Course: The objectives of this course is to sensitize the students about the need for corporate restructuring of achieving fast growth and maximize shareholders’ value in the context of ever increasing competition thrown up by liberalization and globalization of Indian ecom=nomy. This will develop an understanding of the strategic acquisition and divestiture process. The focus of this course however, will be analyze these decision from a financial perspective emphasizing valuation. Course Delivery Overview: Introduction , Forms of Corporate Restructuring, Expansion, Mergers and Acquisitions, Tender Offers, Joint Ventures ,Sell Offs ,Spin offs, Split offs, Split ups, Divestitures, Equity Carveouts, Corporate Control, Premium Buybacks, Standstill Agreements, AntiTakeover Amendments, Proxy Contests, Changes in Ownership Structures, Share Repurchases, Exchange Offers, Leveraged Buyout, Going Private, Issue Raised by Restructuring, History of Merger Movements. Types of Mergers: Economic Rationale for Major Types of Mergers, Horizontal Mergers, Vertical Mergers, Conglomerate Mergers, Concentric Mergers, Framework for Analysis of Mergers, Organization Learning and Organization Capital, The Role of Industry Life Cycle, Product Life Cycle and Merger Types. Principles of Valuation: Capital Budgeting Definition and Measurement of Cash Flows, Capital Budgeting Basis for Firm Valuation, Definitions for Valuation Analysis, Application of Capital Budgeting Basis to Four Period Case, Free Cash Flow Basis for Valuation, The No Growth Case, Constant Growth, Supernormal Growth followed by No Growth, Supernormal Growth followed by Constant Growth, Dividend Growth Valuation Model, Comparisons of Valuation Models. Increasing the Value of the Organization: Alternative Measures of Investment Rate, Total Capitalization, EBIT Measure, Calculation of the Cost of Capital, Cost of Equity Capital, Asset Pricing Model, Bond Yield Plus Equity Risk Premium, Average Investor’s Realized Yield, Dividend Growth Model, Cost of Debt, Cost of Preferred Stock, The Marginal Cost of Capital. 1
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Page 1: Byelaws Mba 2011 (Gen)

MBA 301: Mergers And Acquisitions

1. Aims of the Course: The objectives of this course is to sensitize the students about the need for corporate restructuring of

achieving fast growth and maximize shareholders’ value in the context of ever increasing competition thrown up by liberalization and globalization of Indian ecom=nomy.

This will develop an understanding of the strategic acquisition and divestiture process. The focus of this course however, will be analyze these decision from a financial perspective

emphasizing valuation.

Course DeliveryOverview: Introduction , Forms of Corporate Restructuring, Expansion, Mergers and Acquisitions, Tender Offers, Joint Ventures ,Sell Offs ,Spin offs, Split offs, Split ups, Divestitures, Equity Carveouts, Corporate Control, Premium Buybacks, Standstill Agreements, AntiTakeover Amendments, Proxy Contests, Changes in Ownership Structures, Share Repurchases, Exchange Offers, Leveraged Buyout, Going Private, Issue Raised by Restructuring, History of Merger Movements.

Types of Mergers: Economic Rationale for Major Types of Mergers, Horizontal Mergers, VerticalMergers, Conglomerate Mergers, Concentric Mergers, Framework for Analysis of Mergers, OrganizationLearning and Organization Capital, The Role of Industry Life Cycle, Product Life Cycle and Merger Types.

Principles of Valuation: Capital Budgeting Definition and Measurement of Cash Flows, Capital Budgeting Basis for Firm Valuation, Definitions for Valuation Analysis, Application of Capital Budgeting Basis to Four Period Case, Free Cash Flow Basis for Valuation, The No Growth Case, Constant Growth, SupernormalGrowth followed by No Growth, Supernormal Growth followed by Constant Growth, Dividend Growth Valuation Model, Comparisons of Valuation Models.

Increasing the Value of the Organization: Alternative Measures of Investment Rate, Total Capitalization, EBIT Measure, Calculation of the Cost of Capital, Cost of Equity Capital, Asset Pricing Model, Bond Yield Plus Equity Risk Premium, Average Investor’s Realized Yield, Dividend Growth Model, Cost of Debt, Cost of Preferred Stock, The Marginal Cost of Capital.

Theories of Mergers: Efficiency Theories, Differential Efficiency, Inefficient Management, OperatingSynergy, Pure Diversification, Financial Synergy, Strategic Realignment to Changing Environments, Undervaluation, Information and Signaling, Agency Problems , Takeovers as a Solution to Agency Problems , Hubris Hypothesis, The Free Cash Flow Hypothesis

Takeover Defenses: Anti Takeover Amendments Types of Anti Takeover Amendment

Management Guides for Mergers and Acquisitions: Diversification and Mergers in Strategic LongRange Planning Framework, Merger Analysis in a Value Creation Process

Regulatory framework: Company law, cross border, income tax and monopolies competitionCommission

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2. Indicative Reading: Weston J F “Takeovers, Restructuring and Corporate Governance”, Pearson Education, 2001

References:

Copeland T, Valuation, “Measuring and Managing the Value of Companies”, McKinsey & Company, John Wiley & Sons, 2000

Reed F S & Lazoux AR, “The Art of Mergers & Acquisitions”, Irwin Professional Publishing, 1996. Bhatia N L & Sampat Jagruti, “Takeover Games”, Taxmann Publishers, 2002. Weston J F & Waver Samuel C, “Mergers & Acquisitions”, Mc Graw Hill, 2001 Verma J C, “Corporate Mergers, Amalgamations & Takeovers” Bharat Publications, 1997

3. Course Learning Outcomes:

It is expected that after pursuing this course the students will be able to develop competencies in identifying opportunities/areas for mergers, demergers, amalgamations and takeovers etc. carrying out valuation involved therein, huilding upm strategies for them and evaluating the post restructuring performance of the enterprise.

4. Assessment Methods:To be decided by the faculty

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MBA-302Corporate Communications

1. Interpersonal CommunicationImportance of Interpersonal CommunicationRole of Johari Window in Interpersonal CommunicationFIRO- B

2. Technology in CommunicationManaging Information inside and outside organizationsCommunication Technologies- Emails, Videoconferencing, Telephoning and FaxesNettiquettes

3. Grooming EtiquettesImportance of Personal GroomingRole of AccessoriesFormal and Informal Grooming

4. Group DiscussionsGD as a part of selection processStructure of a GD and TypesStrategies in GDMock GD and Video Samples

5. Interview SkillsResume DesignPreparation for the job interviewBasic Interview QuestionsNegotiating the job offerFollow up messages after the interview

Methodology : Role Play, Case Studies, Assessment,and PPT A/V Based Discussion with Activity Based Learning.

Video Taped and working on the pitfalls

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MBA – 401BUSINESS ETHICS AND CORPORATE GOVERNANCE

Business Ethics: Introduction to Business Ethics, Ethics, Morals & Values, Concepts ofUtilitarianism and Universalism – Theory of rights, theory of Justice – Virtue ethics – ethics of care – Law and Ethics The Nature of Ethics in Management Business Standards and Values Value Orientation of the Firm.Typical Problems in Business Ethics: Environmental Pollution & Society MarketingEthics (in Products, Pricing, Promotion and Place) and Consumer protection – Ethics in Human Resources management (Recruitment and promotion policies, Working Conditions,, Down Sizing Workforce), Ethical issues at the top management, Ethics in financial markets and investor protection – Ethical responsibility towards competitors and business partners.Corporate Social Responsibility: A Historical Perspective from Industrial Revolution to Social Activism – Current CSR practices of the firms in India and abroad.Complexity of Ethical Issues: Conflicts in decision making from ethical and economic point of view Ethical Dilemma Solving ethical dilemma Managerial integrity and decision making.Ethical Leadership: Personal Integrity and self development – wisdom based leadership.Corporate Governance:. History of Corporate form and models CorporateObjectives and goals, Ownership pattern – Issues in managing public limited firms – Agency problems.Nature & Evolution of Corporate Governance: Global and National Perspectives – Global Corporate Governance models Anglo American and Relationship model (Germany, Japan and France)Claims of Various Stakeholders Why governance – Changes in eighties Cadbury Report, Hampel Report and OECD Committee Recommendations – SOX Act.Internal Corporate Governance Mechanism: Board of Directors— Functional Committees of Board; Code of conduct, whistle blowers.External Corporate Governance Mechanism: Regulators, Gate keepers, Institutional Investors, Corporate raidersCorporate Governance RatingsCorporate Governance in India: corporate form in India 50s to 90s – developments in Corporate Governance in India in nineties and 2000s – CII, Kumaramangalam, Narayanamoorthy, Naresh Chandra, JJ Irani Committee reports – Legal and Regulatory Changes – introduction and modification of Clause 49, Corporate governance in practice in India, cases

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SEMESTER III

ELECTIVES

1. MARKETING MANAGEMENT

MBA – MM – 01

ADVERTISING AND COMMUNICATION MANAGEMENT

COURSE OUTLINE

Objective of the course: The aim of the paper is to acquaint the students with concepts, techniques and give experience in the application of concepts for developing an effective advertising programme.

UNIT I : - Nature and Scope of AdvertisingIntroduction & Importance of AdvertisingRole and functions of Advertising Development of modern advertising, Social and economic aspect of advertising. Classification and types of Advertising

UNIT 2 : - Marketing Communications Advertising as a tool of communication, source, message and medium factors AIDA MODEL

UNIT 3 : - Planning Creative Advertising Campaign;Advertising Objectives & Strategies;Creative Campaigning, DAGMAR ApproachCopywriting, designing.developing USP, Positioning.

UNIT 4 : -Advertising Budget Planning a budget, Advertising budget process, Method of determining advertising appropriation Administering the budgetUNIT 5: - Advertising Media Media Planning and Strategy Media Evaluation and selection

Suggested Readings1. S.A. Chunawalla & K.C. Sethia Foundations of Advertising-Theory & Practice,Himalaya Publishing

House:Text Book2. S H H Kazmi & Satish K Batra.Advertising and Sales Promotion,Excel Books,New Delhi---Reference

Book3. Wells,Burnett & Moiriarty.Advertising Principles and Practice.PHI,New Delhi---Reference book4. Aaker,David A Advertising Management PHI.New Delhi----Reference Book

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MBA – MM-02 SALES AND DISTRIBUTION MANAGEMENT

COURSE OUTLINE

Objective of the course: To make the students understand the formal steps followed in a selling process. To develop the conceptual background for appreciating the relationship that exists between sales and distribution of products and services. To prepare the students as better sales managers.

Unit 1: Sales and Distribution Strategy; An Overview

Marketing, sales and distribution linkage. What is selling? Salesmanship: its relationship with sales management and personal selling. Myths about selling, characteristics of a sales job.Conceptual model of “ Salesperson-Buyer” Dyadic relationship.Selling theories: AIDAS, Right set of circumstances, Behavioral Equation & Buying Formula Theories.Formulation of personal selling strategies; Determining the kind and size of sales force. Case: Scripto Inc. (Sales Management; Still, Govoni & Cundiff; PHI)

Unit 2: Selling Process

Prospecting: What is prospecting? Steps in prospecting.Pre-Approach and planning the Sale.Approach: Objectives of the approach, methods for approaching prospects, some essentials of a good approach.Sales Presentation or Sales Interview: Objectives of the sales interview, some basic strategies of the interview, the setting for the presentation.Handling Objections: Overall strategy for handling objections, determining and answering hidden objections, basic methods for handling objections.Sales Close: Reasons for failure to close, basic closing tactics, traditional closing methods, the departure after a successful sale, the departure when no sale is made.

Unit 3: Sales Organization and Sales Force Management & Control

Purpose of sales organization, setting up a sales organization, basic types of sales organizational structure.Sales Quotas: Importance of sales quotas, types of sales quotas.Territory Management: Why establish sales territories? Factors to be considered when designing sales territories, Assign to territories.

Unit 4: Marketing Channel and Design

An analytic framework for channel design and implementation.Managing Conflict: What is channel conflict? Measuring conflict, consequences of conflict, major sources of conflict in marketing channels, conflict resolution strategies.Sales Display: Objectives of sales display, types of sales displays, process of sales display management.Sales Promotion: Factors influencing sales promotion, tools of sales promotion.

Unit 5: Supply Chain Management Meaning of supply chainNeed for supply chain managementProcess of supply chain managementLogistical integrationCustomer service and satisfaction as the main objective

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Suggested Readings:

1. Still, Cundiff and Govoni; Sales Management, PHI, New Delhi.

2. Buskirk, Richard H. and Bruce D. Buskirk; Selling: Principles and Practices; McGraw Hill International.

3. Gupta, S L; Sales and Distribution Management, Excel Books, New Delhi.

4. Stern, Coughlan, Anderson and El-Ansary; Marketing Channels, PHI, New Delhi.

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MBA – MM - 03; CONSUMER BEHAVIOUR

Course Objective: To facilitate students in critically evaluating a range of theoretical perspectives

pertaining to consumer behaviour. To provide insights into consumer psychology and marketing implications therein. To help in explanatory and descriptive understanding of actions and practices of

consumers.

COURSE OUTLINE

Unit 1: Introduction to Consumer Behaviour; Market Segmentation (09 Sessions)

What is meant by Consumer Behaviour?The study of Consumer Behaviour. Why study Consumer Behaviour?Why the field of Consumer Behaviour developed?

Environmental influences on consumer behaviour: Black Box Model, Cultural Factors, Subcultures, Social Class, Social Factors, Opinion Leaders, Reference Groups, Family.

Personal factors influencing consumer behaviour: Age and Life cycle stage, Lifestyle, AIO (Activities, Interests, Opinions) Model, VALS (Values and Lifestyle) Model.

Profile of the Indian Consumer.

Market segmentation: Bases for segmentation, criteria for effective targeting of market segments.Concentrated versus differentiated marketing.The concept of counter segmentation.

Unit 2: Consumer Decision Process and Consumer Behaviour Models (09 Sessions)

Consumer decision process model.

Consumer behaviour models: Traditional Approaches; Contemporary Models: – Nicosia Model, Howard – Sheth Model, Engel – Blackwell – Miniard Model.

Unit 3: Consumer Motivation; Personality and its Relationship with Consumer Behaviour (09 Sessions)The meaning of motivation, needs and goals, positive and negative motivation, rational versus emotional motives, the dynamic nature of motivation, the concept of frustration in an individual, defense mechanisms, arousal of motives, types and systems of needs, the measurement of motives and motivational research.

Meaning and nature of personality, Theories of personality: Freudian Theory, Carl Jung Personality Types, Neo-Freudian Personality Theory, and Trait Theory.

Personality and understanding consumer diversity; consumer innovativeness, consumer susceptibility to interpersonal influence, consumer materialism and consumer ethnocentrism. Self and self-image.

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Unit 4: Perception and Consumer Imagery (09 Sessions)

Meaning of perception, concepts of absolute threshold and differential threshold, the dynamics of perception, some important selective perception concepts: selective exposure, selective attention, perceptual defense, and perceptual blocking.

Consumer imagery and perceptual interpretation, the concept of perceived risk, types of perceived risk, how consumers handle risk?

Unit 5: Consumer Learning and Attitudes (09 Sessions)

What is learning? Elements of learning. Behavioral learning theories: classical conditioning and instrumental conditioning. The concepts of repetition, stimulus generalization, and stimulus discrimination.

Attitudes and their characteristics. Structural models of attitude: tricomponent attitude model, multiattribute attitude model, theory of trying to consume, attitude toward the Ad model. How attitudes are learned? Sources of influence on attitude formation.

Suggested Readings:

Leon G. Schiffman and Leslie Lazar Kanuk; Consumer Behaviour, Pearson Education ------ Text Book.

S Sumathi and P Saravanavel; Marketing Research and Consumer Behaviour, Vikas Publishing House Pvt. Ltd. ------ Supplementary Text Book.

Blackwell, Miniard, Engel: Consumer Behaviour; Thomson Publishing ---- Reference Book. Satish K Batra and Kazmi S H H: Consumer Behaviour, Text and Cases; Excel Books, New

Delhi ---- Reference Book. M S Raju and Dominique Xardel: Consumer Behaviour, Concepts and Applications, Vikas

Publishing House Pvt. Ltd., ----- Reference Book. Assael, Henry: Consumer Behaviour and Marketing Action; India Edition; Thomson Learning

/ Cengage ------------- Reference Book. Loudon and Della Bitta: Consumer Behaviour, Concepts and Applications; Tata Mc-Graw

Hill ---- Reference Book.

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MBA - MM-04 STRATEGIC BRAND MANAGEMENT

Course Objective: The course is designed to improve student’s marketing skills and understanding of specific branding topics, as well as “big picture” issues of how various aspects of marketing “fit together,” all from a brand equity perspective. Accordingly, Strategic Brand Management is organized around key product and brand management decisions. Hence the course has two fold objectives; to provide an understanding of the important issues in planning and evaluating brand strategies, and to provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies.

Unit I No. of Sessions 6

1. Product Management- What is a Product- Product Personality, Types ofProducts- Product Line, Product Mix, strategic decisions2. Product Development- What is a Product- - Changes affecting product management- Developing Product Strategy; Setting objectives & alternatives, Product strategy over the lifecycle, Customeranalysis, Competitor analysis, Design of manufacture.3. New product development- Product Differentiation

Unit II No. of Sessions 8 Introduction to the concept of Brand Management:Brand –Meaning, Definition, Product Vs Brands, Why do Brands Matter? Evolution of Brands, Examples of Strong Brands, Functions of Brand toconsumer, Role of Brand- Advantages of Brand, Product Vs Brand,Branding- Meaning, Creation of Brands through goods, services, people,Organisation, Retail stores, places, online, entertainment, ideas

Unit III No. of Sessions 10

Brand Management-Meaning & Definition.Strategic Brand Management Process-Meaning, Steps in BrandManagement Process.Customer Based Brand Equity-Meaning, Model of CBBEBrand Equity: Meaning, Sources, Steps in Building Brands, Brand buildingblocks-Resonance, Judgments, Feelings, performance, imagery, salience-Brand Building Implications, David Aaker’s Brand Equity ModelMeasuring Sources and outcomes of brand equity-holistic and comparative methods, qualitative and quanitative methods, Brand Audit.

Unit IV No. of Sessions 8 Brand Identity : Meaning of Brand identity, Need for Identity &Positioning, Dimensions of brand identity Choosing Brand Elements; criteria for choice; brand element options and tactics Brand positioning – Meaning, Point of parity & Point of difference, Competative Frame of Reference, Positioning guidelines, Brand Knowledge Structures – Brand Awareness,Brand Recall and Brand Recognition, Creating Mental Maps Brand Image; Determining Desired Brand Knowledge Structures Meaningof Leveraging Secondary Brand Knowledge,

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Brand Value: Definition, Core Brand values, Brand mantras, Internalbranding, Emotions and Brands, Symbolic and Functional Brands, Managing brand Touchpoints (service brands)

Unit V No. of Sessions 8Brand Strategies Brand Extension- Meaning, Types, Needs, Advantages & Disadvantagesof Brand Extension, Brand-Product matrix, Corporate Branding Strategy BrandHierarchy, BrandPortfolios, LineExtensions, Category Extensions

Brand extension and brand transfer- Managing brand over time. ), Brand Repositioning: Meaning, Types of repositioning strategies in Indian Marketing, Branding In a Global Market.

CASES/CASELETS TO BE INCORPORATED IN QUESTION PAPER

Suggested Readings:

1. Strategic Brand Management by Kevin Lane Keller, PHI, New Delhi.2. 4. Strategic Brand Management- Richard Elliott & Larry Percy,

Oxford Press,

REFERENCBOOKS:1. Brand Management- Harish V Verma, Excel Books2. Compendium Brand Management – Chunnawalla – HPH, 3. Managing Indian Brands – S Ramesh Kumar

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MBA – MM-05 Services Marketing

Course Objective: To make the students realize special characteristics of service products and their impact on marketing strategies. To appreciate the importance of service quality and customer satisfaction. The focus will be on learning through case studies.

COURSE OUTLINE

Unit-1: Introduction to Services Phenomenon

Introduction to the concept of servicesMyths about service industriesReasons for growth and current statusDifferentiating services from goodsDefining services phenomenon

Role of Services in Economy: The International scenario, The Indian scenario.

Unit-2: Service Characteristics and Marketing Implications; Knowledge of Buyers

IntroductionMarketing implications of services characteristics

Decision making rolesClassification of buyers-personal and organizationalConsumer decision-makingPurchase model for servicesFactors influencing buyers’ behaviourConsumer evaluation of servicesPost purchase behaviour

Unit-3: Marketing Mix in Services

IntroductionThe marketing mix in services

The First P-Service product or Service package:

The service packageMarket communication of the service offeringDeveloping new service offering

The Second P- Pricing:

Guidelines of service pricingPricing objectives

The Third P- Place or Distribution:

Channel configurations of services

The Fourth P- Promotion:

Promotion objectives

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Target audiencePlanning the promotion mixConsumer promotions in service marketingGuidelines for selling servicesGuidelines for public relations and publicitySuggestions for communication strategy

The Fifth P-People or Internal Marketing

The Sixth P-Physical Evidence

The Seventh P-Process Management

Unit - 4: Differentiation Strategies and Demand Management and Productivity

IntroductionManaging differentiationSteps in differentiationDifferentiation versus positioning

Productivity: Strategies for productivity, improving staff performance through training, introducing systems and technology, reducing service levels, customer interaction, reducing mismatch between supply and demand. Managing capacity or controlling supply.

Unit - 5: Service Quality and Service Strategies

IntroductionManaging Quality

Revisiting marketing processRevisiting the services marketing mixMarket planning in servicesCritical success factors in services marketingRevisiting customer orientationCustomer relations in services marketing

Suggested Readings:

1. Ravi Shanker: Services Marketing; The Indian Perspective, Excel Books, New Delhi ---Text Book

2. Christopher Lovelock: Services Marketing; People, Technology, Strategy, Pearson Education, Delhi --- Reference Book

3. Valarie A. Zeithaml & Mary Jo Bitner: Services Marketing; Integrating Customer Focus Across the Firm, Tata Mc-Graw Hill ---Reference Book

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4. INTERNATIONAL BUSINESS

MBA-IB-01 INTERNATIONAL BUSINESS MARKETING

1. Introduction - Introduction to Global Marketing, The Global Marketing Environment, Regional Market Characteristics and Preferential Trade Agreements.

2. Social and Cultural Environments. 3. The Political, Legal and Regulatory Environments of Global Marketing. 4. Global Information Systems and Market Research.5. Segmentation, Targeting and Positioning. 6. Importing, Exporting and Sourcing.7. Global Market Entry Strategies: Licensing, Investment and Strategic Alliances, Global Marketing

Channels and Physical Distribution.8. Brand and Product Decisions in Global Marketing, Pricing Decisions. 9. Global Marketing Communications Decisions - Advertising and Public Relations, Sales Promotion,

Personal Selling and Special Forms of Marketing Communication. 10. Strategic Elements of Competitive Advantage, Leadership, Organization and Corporate Social

Responsibility.

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MBA –IB-02Cross Cultural Communication

Unit ICommunication and its need in business, elements of Communication Process; Objectives of Communication; Effects of good and sound communication; the ‘Cs” of good communication.

Unit IITypes of Global Business entities; Components of Culture, Constituents or precursors of Culture, Concept of stranger and prediction levels of Communication, Role of Culture on Individual Identity: physical body, sensibilities, emotions, rationale intellectuality.

Unit IIIMulticulturalism and Cultural Diversity; Culture and its effects on organizations, Variables of cultural diversity; Different approaches towards understanding cultural diversity-Hofstede’s Approach; Halls and Halls Approach.

Unit IVManaging Cross Cultural Communication; Cultural Characteristics of business operations across countries; Case studies of certain countries: USA, UK, France, Middle Eastern Countries, China, Japan.

Unit V

Etiquette advantage in business communication, IMPACT, dealing with people face to face, Handling Introduction, Handling Business Meetings, Business attire, Art of Dining and social conversation.

Reference Book:

Cross Cultural Marketing – Robert Rugimdana & Sonny Kwankwo

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MBA IB - 03Export Import Procedures & Documentation

1. Introduction - Major acts related to Foreign Trade: Foreign Trade (Development and Regulation) Act, 1992; FEMA; Customs Act; Objectives of Foreign Trade Policy; Export Licensing; General provisions of Export and Import as given in the FTP.

2. Export documentation; Foreign exchange regulations, Quality control and pre-shipment inspection, Export trade control, Marine insurance, Commercial practices.

3. Export Procedures - Central Excise clearance; Custom clearance, Role of clearing and forwarding Agents, Shipment of Export Cargo, Export Credit , Export Credit Guarantees and Policies, Duty draw-backs

4. Electronic Data Interchange (EDI) System; Definition, Benefits, and key Components of an EDI system; EDI and Bar Coding; EDI standards; Value Added Network Services (VANS); Role of EDI in Business.

5. Special Issues- Export by post parcel and by Air, GSP Certificates of origin, Custom’s clearance of Import Cargo, Documents – prescribed by Importing countries, Standardized Export Documentation.

References:

1. Export Manual – Nabhi’s Publication2. Export Import & Logistic Management – Usha Kiran Rai3. Indian Foreign Trade- Raj Aggarwal4. Export Import Mngt. – Asim Kumar

Export Management – P. K. Khurana

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SEMESTER IV

ELECTIVES

MARKETING MANAGEMENT

MM 06: RURAL MARKETING

Course objective: In India the rural economy contributes nearly half of the country’s GDP and the size of the rural market in durables and FMCG is bigger than its urban counterpart. In recent times Rural Marketing has emerged as an important internal sub-division within marketing discipline particularly in the context of a large rural economy like India. Through the course, the participants will be introduced to a more holistic perspective of rural marketing.

To provide an overview of rural markets and emerging perspectives of rural marketing. To share the experiences of institutions engaged in rural marketing in the form of case studies.

Unit 1 Rural Marketing: An Introduction & The Rural Marketing Environment

Defining Corporate Rural Marketing,

The Evolution of rural MarketingThe Rural marketing Environment, Structure of rural marketsRural markets – Changing scenario

Rural and Urban Markets: A Comparative AnalysisRural Marketing: Challenges and Opportunities

Unit 2 Understanding the Rural Consumer

Changing profile of rural consumersThe Factors affecting Purchase DecisionThe Buying Decision ProcessOpinion Leadership ProcessDiffusion of Innovation & Brand Loyalty

Unit 3 Assessing & Capturing Markets

The Rural Market Research

The STP Approach,

Rural Marketing Strategies- The Marketing Strategy Planning , Execution & Implementing

Unit 4: Rural marketing Mix

Product- New Product Development for the Rural Market, Product Life Cycle Pricing, Promotion & Place Strategies

e- rural marketing organized rural retailing, Corporate social Responsibility in rural markets

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Rural retail channel managementUnit 5: Agricultural Marketing & Contemporary issues Marketing of agricultural inputs & output, Agricultural co-operative marketing Text Book:

1. Balram Dogra, Rural Marketing: Concepts and Practices, Tata McGraw-Hill

Suggested reading

1. Kashyap Pradeep Raut Siddhartha Raut, The Rural Marketing Book 2007/08 edition, Biztantra Publication

2. Ramkishen Y New Perspectives in Rural & Agricultural Marketing Jaico Books3. Rural Marketing in India- Strategies & Challenges New Century Publications4. Krishnamacharyaulu C.S.G, Ramakrishnan Lalitha Rural marketing Text & Cases

a. Pearson education5. Krishnamoorthy Introduction to Rural marketing, Himalaya Publishing House 2008 6. edition

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MM 07: Customer Relationship Management

Course Objective

The objective of this course is to introduce students to the concepts and methods of CRM. The course will have a hands on, methodological orientation. The goal is to put students in contact with real world applications and databases. Upon completing this subject students should have a working knowledge of CRM and related database marketing techniques, and an appreciation of their potential and limitation.

Unit IIntroduction: Definition of CRM, common misconceptions, components of CRM, CRM processes and systems, CRM marketing initiatives- cross selling & up-selling, customer retention, behavior prediction, customer profitability and value modeling, channel optimization, event based marketing.

Case Study: We have got a huge success in our hands.

Unit IICRM Marketing Aspects: data utilization, developing CRM strategy, building CRM component, analyzing and segmenting customers, creating CRM culture, building an operational infrastructure

Mini project

Unit IIIOperational CRM: Sales Force Automation(SFA)- sales process/activity management, sales and territory management, leads management, SFA and mobile CRM, Customer Service and Support(CSS)-call centre and customer care, call centres and human resources, capacity planning, key performance indicators, Internet, websites and direct mail.

Case Study: Life of a novice call centre agent.

Unit IVAnalytical CRM: Relationship data management- customer identification, customer profiling, data analysis and data mining- experiences with data analysis, OLAP, data mining, segmentation and selections- segmentation study as input of the marketing strategy, retention and cross sell analysis, customer lifetime value(CLV).

Case Study: Garnier, The Beauty bank( IDM Business Performance Award 2003-Silver winner)

Unit VCollaborative CRM and e CRM and CRM implementation: CRM in B2B, Enterprise Resource Planning(ERP), Multi channel CRM, Data warehouse, content management.Case Study: Pampers: Relationship building using multiple channels

Suggested Books:1 CRM –At the Speed of Light- Paul Greenberg, TMH Publication2 Customer Relationship Management-getting it Right- J W Kincaid, Pearson Publication3 The CRM Handbook- A business Guide to Customer Relationship Management- J Dyche, Pearson Publication4 Customer Relationship Management- Ed Peelen – Pearson Publication

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MM 08: INDUSTRIAL MARKETING

Course Objectives:

To create awareness about the nature and systems of industrial (B 2 B) marketing. To acquaint the students with industrial buying behavior and purchase system, leading to understand

the complex dimensions of industrial marketing. To familiarize with application of marketing mix in industrial and business marketing.

Unit I: Basic Dimensions (2 sessions)

The Industrial market system; the industrial marketing concepts; the difference between industrial marketing and consumer marketing; the nature of demand in industrial goods.

Unit II: Industrial Purchase system (4 sessions)

The various dimensions of industrial buyer; industrial buyer behavior; types of purchasing organization; organizational buying process and purchasing system; value and vendor analysis.

Unit III: Marketing Strategy (6 sessions)

Marketing research and market information system;product decisions and service component performance; product definition; service definition; segmentation of industrial markets; technology and industrial markets.

Unit IV: Channel Strategy (6 sessions)

Industrial distributors; physical distribution and marketing strategy; logistics management; customer service; formulation of a channel strategy; conditions affecting pricing of industrial products.

Unit V: Price and Promotion Components (6 sessions)

Pricing decisions; new product introduction; competitive pricing policies; Industrial advertising; personal selling; selecting, training, supervision and compensating sales persons.

Unit VI: Customer Relationship strategies (6 sessions)

Relationship marketing;Buyer- seller connector; Managing buyer- seller relationships; Customer relationship management; Gaining a customer relationship advantage.

Case Studies and applications shall be used. Each session consists of 90 minutes class lecture.

Suggested Readings:1. Reeder, Robert R. et al (2002), “Industrial Marketing: Analysis, Planning and Control”, Prentice Hall

of India, New Delhi.2. Corey, E. Raymond (1983), “Industrial Marketing: Cases and concepts”, 3rd edition, Englewood Cliffs,

Prentice Hall Inc., New Jersey.3. Webster, F.E (1979), “Industrial Marketing Strategy”, 2nd ed. John Wiley, New York. 4. Hill, Richard, (1975), “Industrial Marketing”, Homewood, Illinois.5. Hutt, Michael. D, Speh, Thomas (2004), “ Business Marketing Management”, South- Western,

Thomson Learning, Ohio, USA.

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6. Reid, Davis, Plank, Richard (2004, “ Fundamentals of Business marketing Research”, Best Business Books, Haworth Press, NY.

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MM 09: Strategic Retail Management

UNIT I- INTRODUCTION TO THE WORLD OF RETAILING

What is Retailing?, Economic Significance of retailing, Opportunities in retailing Types of retailers, Multi Channel Retailing: A view into the future Retail in India,Trends in consumerism.

UNIT II- RETAILING STRATEGY PLANNING PROCESS

What is a retail Strategy? Building a sustainable competitive advantage,value chain analysis Customer loyalty, Location, Human Resource Management. Distribution & Information Systems The Strategic retail planning process

UNIT III-MERCHANDISE MANAGEMENT

Buying Merchandise;Brading Strategies,Connecting with vendors, Negotiating with Vendors, establishing & maintaining strategic relationships with vendors PRICING STRATEGIES Merchandise Pricing Strategies,Approach for setting price,Price Adjustments.

UNIT IV- RETAIL MARKETING & COMMUNICATION

Retail marketing mix :segmentation,targeting,positioning. Retail communication Mix;POP displays customer service Methods of communicating with customers Paid Impersonal communications, Paid personal communications Unpaid impersonal communications, Unpaid personal communication Strengths and Weaknesses of communication Methods Planning a retail communication process

UNIT V- STORE MANAGEMENT Managing the Store,Store Layout,Design,and Visual Merchandising ,atmospherics, space planning, &Mall Management

Pedagogy

The teaching methodology is based on active class participation through lectures, case discussions and analysis. Each student is to come prepared for case on individual basis. Written analysis of cases may be required to be submitted in-group or on individual basis.

Internal Evaluation

Internal assessment will comprise of 40 marks, which may be divided’ among the followingcomponents:

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- Attendance and class participation Case discussion- Case analysis(domestic and international in nature)- Group assignment - project work- Sessional test

Suggested Reading

1. Retailing Management by Levy and Weitz, Tata Mcgraw-Hill Publication (Text Book)2. Retailing Management Swapna Pradhan, Tata Macgraw –Hill Publication (Reference Book)3. Retailing Marketing Management by David Gilbert, Pearson Publication (Reference Book)4. Retailing Management by Chetan Bajaj, Rajnish Tuli, Nidhi Srivastav by Oxford University Press

(Reference Book)

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MM 10: Logistics and Supply Chain Management

Course Objectives

• Learn the basic elements of logistics and supply chain management.• Develop ability to analyze and solve logistics/ supply chain related problems.• Learn how to use models and tools in logistics/ supply chain management.

Unit I: Introduction to Logistics and Supply Chain Management (3 sessions)Fundamentals; Importance and Objectives of L&SC, Interface with Marketing and Production, SCM processes-plan, source, make, deliver, return; SC decision areas- facilities, inventory, transportation, information; Operations strategy and SC designs; SC dynamics and integration; Competitive focus; SC performance measurement.

Unit II: Planning and Designing a Supply Chain Network (5 sessions)Demand forecasting in SC; Managing demand and supply in SC; Decisions in SC network design; Factors influencing network design; Phases of network design; Network optimization model for regional configuration of facilities;

Unit III: Inventory Management and Processes in SC (6 sessions)Revision of inventory fundamentals; Basic EOQ models; Various models of order quantities and order points; Lot sizing with multiple products; Inventory review policies; Materials requirements planning; Just-in-time manufacturing; Purchasing & supply chain scheduling; Warehousing; Returns management; Customer service focus; Order fulfillment; SC issues in retail operations, Packaging and materials handling..

Unit IV: Distribution and Transportation Networks (8 sessions)Physical Distribution and Logistics; Warehousing and Distributing Centers; Facilities Location; Transportation Systems: Facilities and Services; Dispatch and Routing Decisions and Models, International Logistics management..Distribution network in SC and its performance measures; Types of distribution network; Selection of a distribution network; Role of transportation in SC; Factors affecting carriers and shippers decisions; Modes of transportation; Types of transportation network; Trade-offs in transportation design.

Unit V: Coordination and Organization in SC (4 sessions)Bullwhip effect; Partnering and coordination in SC; Outsourcing decisions in SC; Communication flow decision; Inter- functional and Inter- organizational cooperation decision.

Unit VI: Contemporary issues and Information Technology in SCM (4 sessions)Financial flow in SC; Use of IT in SC; SC macro processes; E-business and its impact on supply chain's responsiveness and costs.

Case studies and application examples shall be used. Each suggestive session consists of 90 minutes.

Suggested Readings1. Chopra, S., Meindl, P., Supply Chain Management: Strategy, Planning, and Operation, ed.ii,2004, PHI.2. Gaither N. and Frazier, G., Operations Management, ed. ix, 2002, Thomson.3. Krajewski, L.J. and Ritzman, L.P., Operations Management: Processes and Value Chains,ed.vii, First impression, 2006, Pearson Education.4. Simchi-Levi, D., Kaminsky, P. and Simchi-Levi, E., Designing and Managing the Supply Chain, ed. ii, 2004, TMH.5. Ballou, Ronald (2005), “ Business Logistics/ Supply Chain Management”, Pearson education6. Icfai Center for Management Research (2003), “ Supply Chain Management

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Text Book:Kashyap Pradeep Raut Siddhartha Raut, The Rural Marketing Book 2007/08 edition, Biztantra Publication

Suggested reading1. Ramkishen Y New Perspectives in Rural & Agricultural Marketing Jaico Books2. Rural Marketing in India- Strategies & Challenges New Century Publications3. Krishnamacharyaulu C.S.G, Ramakrishnan Lalitha Rural marketing Text & Cases Pearson education

4. Krishnamoorthy Introduction to Rural marketing, Himalaya Publishing House 2008 edition

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