MBA COURSE CURRICULUM Year-II Semester III Subject Wise Assessment S.NO. CODE SUBJECT NAME ASSESSMENT IA EA TOTAL MARKS 1 MBA-311 INTERNATIONAL BUSINESS MANAGEMENT 40 60 100 2 MBA-312 ENTREPRENEURSHI P DEVELOPMENT 40 60 100 3 MBA-313 BUSINESS LAW 40 60 100 MARKETING SPECIALIZATION 4 MBAMM- 314 CONSUMER BEHAVIOUR 40 60 100 5 MBAMM- 315 SALES & DISTRIBUTION MANAGEMENT 40 60 100 6 MBAMM- 316 BRAND MANAGEMENT 40 60 100 HUMAN RESOURCE SPECIALIZATION 7 MBAHR- 314 MANPOWER PLANNING 40 60 100 8 MBAHR- 315 TRAINING & DEVELOPMENT 40 60 100 9 MBAHR- 316 LABOUR LEGISLATION 40 60 100 FINANCE SPECIALIZATION 10 MBAFM- 314 PERSONAL FINANCIAL PLANNING 40 60 100 11 MBAFM- 315 MANAGEMENT OF FINANCIAL SERVICES 40 60 100 12 MBAFM- 316 TAX PLANNING & MANAGEMENT 40 60 100
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MBA COURSE CURRICULUM
Year-II
Semester III
Subject Wise Assessment
S.NO. CODE SUBJECT NAME ASSESSMENT
IA EA TOTAL
MARKS
1 MBA-311 INTERNATIONAL
BUSINESS MANAGEMENT
40 60 100
2 MBA-312 ENTREPRENEURSHI
P DEVELOPMENT
40 60 100
3 MBA-313 BUSINESS LAW 40 60 100
MARKETING SPECIALIZATION
4 MBAMM-314
CONSUMER BEHAVIOUR
40 60 100
5 MBAMM-315
SALES & DISTRIBUTION
MANAGEMENT
40 60 100
6 MBAMM-
316
BRAND
MANAGEMENT
40 60 100
HUMAN RESOURCE SPECIALIZATION
7 MBAHR-
314
MANPOWER
PLANNING
40 60 100
8 MBAHR-
315
TRAINING &
DEVELOPMENT
40 60 100
9 MBAHR-316
LABOUR LEGISLATION
40 60 100
FINANCE SPECIALIZATION
10 MBAFM-
314
PERSONAL
FINANCIAL PLANNING
40 60 100
11 MBAFM-
315
MANAGEMENT OF
FINANCIAL SERVICES
40 60 100
12 MBAFM-
316
TAX PLANNING &
MANAGEMENT
40 60 100
IB SPECIALIZATION
13 MBAIB-
314
INTERNATIONAL
TRADE
PROCEDURES AND DOCUMENTATION
40 60 100
14 MBAIB-
315
INTERNATIONAL
BUSINESS LAW
AND TAXATION
40 60 100
15 MBAIB-
316
FOREIGN TRADE
AND
INTERNATIONAL
MARKETING
40 60 100
*IA – Internal Assessment and EA – External Assessment
MBA-311 INTERNATIONAL BUSINESS MANAGEMENT
Course objective: The purpose of this paper is to enable the students learn nature, scope and structure of
International Business, and understand the influence of various environmental factors on international business operations.
Course Content:
UNIT I: International Business
An Over View-Evolution of International Business, Drivers of Globalization, Influences of International
Business, Stages of Internationalization
Differences between Domestic and International Business, International Business Approaches, Advantages
of International Business
UNIT-II: Modes of Entering International Business
Modes of Entry, Exporting, Licensing, Franchising, Contract Manufacturing
Management Contracts, Turnkey Projects, Foreign Direct Investment
Alliances like Mergers and Acquisitions, Joint Ventures, Comparison of Different Modes of Entry
UNIT III: Foreign Direct Investment
Factors Influencing FDI, Reasons for FDI, Costs and Benefits of FDI
Trends in FDI, Foreign Direct Investment in India
UNIT IV: World Trade Organization
General Agreement on Tariffs and Trade (GATT), Establishment of World Trade Organization
The Uruguay Round Package: Organization Structure of the WTO, WTO – The Third Pillar in the Global Business
UNIT V: International Financial Institutions and Liquidity
IMF, World Bank, International Development Association
International Liquidity and SDR International Finance Cooperation
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:.
1. International Business Management- F.L.Bascunan
2. International Business - Paul, Justin, Prentice Hall of India
3. International Business - K. Ashwathappa, Prentice Hall of India 4. International Business - Shubo Roa, P P., Himalaya Publication House
MBA-312 ENTREPRENEURSHIP DEVELOPMENT
Course objective: This course aims to provide necessary input for entrepreneurial effort and planning the start of new venture to enable them to investigate, understand and internalize the process of setting up a business.
Course Content:
Unit I: Introduction
Meaning, Elements, Determinants and Importance of Entrepreneurship. Entrepreneurship and Creative
Response to the Society’ Problems and at work. Entrepreneurial Challenges
Dimensions of Entrepreneurship: Intrapreneurship, Technopreneurship, Cultural Entrepreneurship,
International Entrepreneurship, Netpreneurship, Ecopreneurship, and Social Entrepreneurship
Unit II: Types of Business Entities
Micro, Small and Medium Enterprises. Concept of business groups and role of business houses and family
business in India. Values, Business philosophy and behavioural orientations of important family business in
India
Managerial roles and functions in a small business. Entrepreneur as the manager of his business
Unit III: Entrepreneurial Sustainability
Public and Private System of Stimulation, Support and Sustainability of Entrepreneurship. Requirement,
Availability and access to Finance, Marketing Assistance, Technology, and Industrial Accommodation, Role of Industries/Entrepreneur’s Associations and Self-help Groups
The Concept, Role and Functions of Business Incubators, Angel Investors, Venture Capital and Private
Equity Funds
Unit IV: Business Plan Preparations
Sources of Business Ideas and tests of Feasibility. Significance of Writing the Business Plan/ Project
Proposal. Contents of Business Plan/ Project Proposal
Designing Business Processes, Location, Layout, Operation, Planning & Control; Preparation of Project
Report. Project Submission/ Presentation and Appraisal thereof by External Agencies, such as Financial/Non-
Financial Institutions
Unit V: Start up issues
Mobilizing Resources for start-up. Accommodation and Utilities. Preliminary Contracts with the Vendors,
Suppliers, Bankers, Principal Customers
Contract Management: Basic Start-up Problems. Funding Opportunities for Start-ups. Marketing and Organisational plans-an overview. Nature of Planning in Small Business. Organisational Structure suitable for
Small Business
Financial: Preparation of Budgets, Integrated Ratio Analysis, assessing Business Risks (Leverage Analysis)
Advertising and Product Costing and Pricing Policies. HR issues in Small Business
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. Brandt, Steven, C. The 10 Commandments for Building a Growth Company. MacMillan Business
Books, Delhi.
2. Bhide, Amar V. The Origin and Evolution of New Businesses. Oxford University Press, New York
3. Kuratko and Rao, Entrepreneurship: A South Asian Perspective, Cengage Learning.
4. Desai, Vasant. Dynamics of Entrepreneurial Development and Management. Mumbai, Himalaya
Publishing House.
MBA-313 BUSINESS LAWS
Course objective: To provide basic understanding of law of contract, Law of agency, Bailment & Pledge. To
provide basic requirements of Negotiable Instruments Act, Law of Insurance and Law of Partnership for the purpose of conducting business.
Course Content:
Unit I: The Indian Contract Act, 1872
Contract – Meaning, Characteristics and Kinds
Essentials of Valid Contract - Offer and Acceptance, Consideration, Contractual Capacity, Free Consent,
Legality of Objects
Void Agreements
Discharge of Contract – Modes of Discharge Including Breach and its Remedies.
Contingent Contracts
Quasi – Contracts
Unit II: Special Contracts
Contract of Indemnity and Guarantee
Contract of Bailment and Pledge
Contract of Agency
Unit III: The Sale of Goods Act, 1930
Contract of sale, Meaning and Difference between Sale and Agreement to Sell
Conditions and Warranties
Transfer of Ownership in goods including Sale by Non-owners
Performance of Contract of Sale
Unpaid seller – Meaning and Rights of an Unpaid Seller against the Goods and the Buyer
Auction Sale
Unit IV: The Limited Liability Partnership Act, 2008
Salient Features of LLP
Difference between LLP and Partnership, LLP and Company
LLP Agreement
Nature of LLP
Partners and Designated Partners
Incorporation Document
Incorporation by Registration, Registered office of LLP and change therein
Change of name
Partners and their Relations
Extent and limitation of liability of LLP and partners
Whistle blowing
Taxation of LLP
Conversion of LLP
Unit V: The Information Technology Act 2000
Definitions under the Act
Digital Signature
Electronic Governance
Attribution, Acknowledgement and Dispatch of Electronic Records
Regulation of Certifying Authorities
Digital Signatures Certificates
Duties of Subscribers
Penalties and Adjudication
Appellate Tribunal
Offences
Note: Case studies/ Activity to be included according to the requirement of modules. Suggested Readings:
1. Singh, Avtar, The Principles of Mercantile Law, Eastern Book Company, Lucknow.
2. Kuchhal M C, Business Laws, Vikas Publishing House, New Delhi
3. Tulsian P.C., Business Law, Tata McGraw Hill, New Delhi. 4. Sharma, J.P. and Sunaina Kanojia, Business Laws, Ane Books Pvt. Ltd., New Delhi.
MBAMM-314 CONSUMER BEHAVIOUR
Course objective: To acquaint the student with the determinants of intra -individual, inter-personnel and inter-
group behaviour in organizational setting and to equip them with behavioural skills in managing people at work
Course Content: .
UNIT I: Consumer Behavior-Introduction, Consumer Needs and Buyer Motivation
Personality, Self-concept and Consumer behavior, Consumer Perception, Consumer Attitude, Consumer as a
learner, Cases
Consumer Psychographic, Psychographics Vs. Demographics
Group Dynamics and Consumer Reference Groups, Family as a Consuming Unit
UNIT II: Social Class
Influence of Culture and SUB culture on Behavior
Consumer International Perspective. Consumer Decision Process-Pre and Post Purchase Behavior, Purchase
Process
Rationality in Buying. 0rganizational Buying Behavior. Model of Consumer Buying Behavior
UNIT III: Marketing Research and Marketing Information System
Defining and Planning Research, Research Design
Marketing Research Plans and Proposals
Data Collection, Sampling-Process, Selection and Size. Data Processing
Analysis and Interpretation.
Application of Marketing Research in New Product Development
Monitoring the Product Position
Market Analysis and Forecasting Advertising Research
Motivational Research
Industrial Marketing Research Marketing Research Software’s and Latest Development
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. D. L. Loudon, J. Albert Della Bitta: Consumer Behavior; Concepts and Applications, Tata McGraw Hill
Publishing Company Limited
2. L. G. Schiffman, L. L. Kanuk, & S. R. Kumar: Consumer Behavior, Pearson Education Inc. 3. Rai Alok K., Srivastava M., “The Character of Customer Loyalty”, TATA MCGraw Hill
MBAMM-315 SALES & DISTRIBUTION MANAGEMENT
Course objective: The purpose of this course is to acquaint the students with the concepts which are helpful in developing and managing sales force and marketing channels so as to gain competitive advantage.
Course Content:
UNIT I: Sales Management
Defining Sales Management, Objectives of Sales Management
Sales Management Strategies
Functions of Sales Executives, Qualities and Skills of Sales Executives
Sales Presentation Techniques, Emerging Trends in Sales Management
UNIT II: Sales Promotion
Scope and Role of Sales Promotion, Growth of Sales Promotion, Consumer Oriented Sales Promotion, Techniques in Sales Promotion, Trade Oriented Sales Promotion
UNIT III: Personal Selling
Defining Personal Selling, Scope and Significance, Aims and Objectives of Personal Selling
AIDAS Principles, Personal Selling Process, Customer Delight
UNIT IV: Management of Sales Territories and Quotas
Territories, Types of Territory Designs, Reasons for Establishing Sales Territory, When not to establish Sales
Territories, Aligning Sales Territory, When to align Sales Territories, How to align Sales Territories
Sales Quota, Types of Sales Quota, Breaking Down Sales Quota, How to Set Sales Quota, Reasons for Fixing Sales Quota, Administering Quota System
UNIT V: Staffing, Training and Motivating the Sales force
Sales Organization and its Types, Meaning and Role of Sales Force, Sales Force Objectives and Strategy, Sales Force Size, Recruiting and Selecting the Sales Force
Salesperson Performance Evaluation, Sales Person Job Satisfaction
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. Sales & Distribution Management- S.L.Gupta, Excel Books
2. Sales & Distribution Management - Krishna .K. Havalder, McGraw Hill Education 3. Sales Management - David Jobber, Prentice Hall
MBAMM-316 BRAND MANAGEMENT Course objectives:To expose students to the rigors of advertising and brand management and equip them to be
able to manage the advertising and branding activities in the international markets.
COURSE CONTENT:
UNIT I: Introduction
Brand Equity in question- Goodwill, Source of Value to the Consumer and the Company, Brand Assets to
Financial Value
The new Rules of Brand Management- What does Branding means? A Brand is a Contract, Obstacles to the Branding Principles, Implications of the Brand Equity Concept, the logic of Co-branding
UNIT II: Brand Identity
Brand Identity: Identity and Image, the Six Facets of Identity, Sources of Identity, analyzing a Brand’s Potential
Launching New Brands- Defining the Brand’s Platform, Brand Campaign or Product Campaign? Choosing a
Name for a Brand
UNIT III: Brand Management
Sustaining a Brand Long Term- the EQUILIBRIUM of added Value, Renovations & Innovations, Invest in
Communication, Create Entry Barriers, Reinforcing Brand Loyalty, From Brand Equity to Customer Equity
Brand Architecture- Branding Strategies, Product Names: Autonomy or Affiliation, Failure in Brand Product
Relationships, Corporate Brands and Product Brands
UNIT IV: Brand Extension
Brand extension- why Extend the Brand? Economic Consequences of Brand Extension, Typology of Brand
Extensions, a few Classics Errors, The Marketing Mix of Brand Extension
Multi-brand Portfolios- Brand Portfolios and Market Segmentation, Multi Brand Strategies, The case of
Industrial Brands, Distributor’s own Brand Portfolios
UNIT V: Rejuvenating Brand
Handling Name Changes and Brand Transfers- Types of Brand Transfers, Reasons for Brand Transfer, From
Philips to Whirlpool, from GE to Black & Decker, From Chambourcy to Nestle
Which Brand to retain after the Merger. Declining, Ageing & Revitalization- The Factors of Decline, The Ageing of Brands, Rejuvenating a Brand
UNIT VI: Brand Globalization
Making Brands go Global- geographical Extension, From Single Name to Global Brands, Conditions Favoring Global Brands
Disruption vs. Optimization MARKETING, Barriers to Globalization
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. Donald Lehmann, Product Management, Tata McGraw Hill, New Delhi, 2007 2. Keller, Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand
Organization as a Matrix of Jobs, Organization Structuring, Traditional Concepts
Recent Trends, Role Clarity Job Enrichment/Job Enlargement, Career Planning/Succession Planning
UNIT IV: Human Resource Planning
Human Resource Planning (HRP) Process, Productivity & Technology
Recruitment, Selection & Induction. Human Resource Information System
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested reading:
1. Human Resource Planning by Bhattacharya
MBAHR-315 TRAINING AND DEVELOPMENT
Course objective: The course aims at exposing the learner to the Concept and practice of training and development in the modern organizational setting through the pedagogy of case discussions and recent
experiences.
Course Content:
UNIT I: Introduction
Overview, Objectives, Definition, System View, Needs Assessment, Organizational Analysis, Employee
Obsoleteness, Multi skilling
Assessment of Training Needs-Triggers for Training, Needs Assessment Methods & Techniques
UNIT II: Job Analysis
Job Analysis, Personal Analysis, Designing a Learning Environment
Learning Patterns-what is to be Learnt; Building Effective Instruction; Incorporate Learning Principles,
Conditions of Transfers of Learning
UNIT III: Training and Development
Development of Training Materials, Training Methods (Benefits, Limitations) - Traditional Instructional
Approaches
On the Job Training; Classroom Instruction
Self Directed Learning Programmers; Simulated Work Settings
Emerging Training Technologies. Special Training Programs; Employee Orientation Programs, Training for
Teams, Creativity Training, Cross Training, Training for International Assignments
UNIT IV: Evaluation and Audit
Evaluation and Audit- Training Evaluation and Validation
Barriers to Evaluation, Criteria for Evaluation, Evaluation Process, Method of Evaluation.
UNIT V: Learning
Learning System-Training & Learning Organization; Characteristics of Learning Organization, models
Learning Organization, Challenges to become Learning Organization.
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested reading:
1. Bhatacharya D.K. (2009), “Human Resource Development”, First ... resource Training and Development
Strategy”, Third edition 2008. 2. Biswajeet Pattanayak(1997), “ Human Resource Training - Study on Training need assessment of Indian
Industries”, First Edition 1998, Published by S.Chand & Company
MBAHR-316 LABOUR LEGISLATION
Course objective: To know the development and the judicial setup of Labour Laws. To learn the salient features of welfare and wage Legislations.
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested readings: 1. “Impact of I.L.O. Standards on Indian Labour Law” by Dr N Maheshwara Swamy
2. “A Systems Analysis of the Indian Employees State Insurance Scheme” by Jindal Ashok
3. “Labour Regulation in Indian Industry in 10 Vols 2009: Institute for Studies in Industrial Development” by T S Papola
MBAFM-314 PERSONAL FINANCIAL PLANNING
Course objective: To enable in understanding the role and relevance of wealth management. To enable them to use these techniques optimizing the profitability and attaining the financial objectives of Individuals.
Course Content:
UNIT I: Basics of Personal Financial Planning
Definition, Importance and Process of Financial Planning
Concept of Time Value of Money in Single and Series
UNIT II: Managing Investment Risk
Types of Risks, Measurement and Management of Risks and Financial Statements. Risk and Return Trade-off, Short Term and Long Term CAPITAL Gains.
Choosing the various Source of Credit and Credit Alternatives
UNIT III: Investment Vehicles
Investment Concerns, Small Saving Schemes, Fixed income Instruments, Mutual funds and other Investment Schemes and Asset Classes. Various Strategies and Asset Allocation
Evaluating Investment in Various Stocks and Various Loans and their Usage. Investing in Stocks, Bonds and
Commodities and Concept of Futures and Options
Insurance Planning; Personal Risk Management, Nature and Function of Insurance, Need Analysis and
Various Insurance Products. Concept of Health Insurance
UNIT IV: Regulatory Environment
Various Heads of Incomes, Exemptions in Income Tax Applicable to Various Categories. Concept of wealth
Tax
Estate Planning Need and Creation of Will and Various Formats
Government Regulations and Various Regulators like SEBI, IRDA, and Ethical Issues involved in Financial
Planning
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings: 1. Workbook of CPFA of NSE in Indian version is available On the following link:
2. Jack R Kapoor, Les R Dlabay, Robert J Hughes, personal finance , McGraw-Hill/Irwin; Edition 2005. 3. Jeff Madura, Personal Finance with Financial Planning Software Addison Wesley; Edition 2006.
4. Joehnk, Gitman, Personal Finance A User’s Perspective, Cengage Learning, Edition 2009.
MBAFM-315 MANAGEMENT OF FINANCIAL SERVICES
Course objective: To understand the role and mechanism of regulatory aspects of banking and financial services. To understand the role of Reserve Bank of India in overall mechanism of the financial system in India.
Course Content:
UNIT I: Institutions
Reserve Bank, Regulation of Money and Credit, Monitory Policy
General Credit Control, Fiscal Policy, Foreign Exchange Market
UNIT II: Exchange Rate
Rate of Exchange, Major Foreign Exchange Instruments, Sport Market, Forward Market
Currency Option, Currency Futures, Financial Sector Reform in India, Financial Services, Banking services, Types of financial services
UNIT III: Banking
Commercial Bank, Function of Banks, Banking System, Banks in India, Interest Rate, Sources of Funds and their Utilization
Liquidity and Profitability, Management of Capital Fund, Commercial Bank and Industrial Finance
UNIT IV: Various Banks
Securitization, Mortgage Backed Securities (MBS), Development Bank
Indian Financial Institution- A Profile: IDBI, ICICI, IFCI, SIDBI, SFCs, SIDC, UTI, LIC, NHB, NABARD, RRBs, NBFCs
UNIT V: Life Insurance Corporation
Meaning, Benefit, Objective, Policies, Investment Pattern, General Insurance: Products, GIC and its
Subsidiaries
Mutual Fund: Investment Options, Importance, Classification, Choosing a Mutual Fund, Mutual Fund Scheme in India
Note: Case studies/ Activity to be included according to the requirement of modules.
Residential Status and Tax Liabilities, Head of Income: Salary, Allowances, Perquisites, Valuation of Motor
Car, Fringe Benefits
Deduction from Salaries (Section 16), Calculation of Tax, Tax Planning for Employer
UNIT III: Various Taxes
Corporate Tax
Wealth Tax
UNIT IV: Excise Tax
Central Excise Act, 1944, Types of Excise Duties, Goods, Manufacturer, Valuation of Excisable Goods,
CANVAT, Assessment, Demand, Recovery & Refund
Custom Act, 1962, Duty Draw Back
UNIT V: GST
Goods & Services Tax: Introduction, Overview, Implications, Procedure and Slabs
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. Singhania, Vinod K. and Monica Singhania. Corporate Tax Planning. Taxmann Publications Pvt. Ltd.,
New Delhi. 2. Ahuja, Girish. and Ravi Gupta. Corporate Tax Planning and Management. Bharat Law House, Delhi.
3. Acharya, Shuklendra and M.G. Gurha. Tax Planning under Direct Taxes. Modern Law Publication,
Allahabad.
4. Mittal, D.P. Law of Transfer Pricing. Taxmann Publications Pvt. Ltd., New Delhi. 5. IAS – 12 and AS – 22.
MBAIB-314 INTERNATIONAL TRADE PROCEDURES &
DOCUMENTATIONS
Course objective: To give the student an exposure to the dynamic environment of International Business. To understand the impact of environment on the International Business Operations of the firm.
Course Content:
UNIT-I: Export Procedures and Documents
The Search for an Overseas Buyer, Processing an Export Order, Negotiation of Documents, Role of Banks in
Export-Import Transactions
Methods of Payments and INCO Terms: Methods of Payment, Financing Exporters and Importers, Instruments of Payment. EXIM Strategies and Export Marketing: EXIM Business Plan and Strategy, Export
International Marketing, Export Marketing – Going Global, Different Forms of InternationalTrade
UNIT-II: Methods of Financing Exporters and Business Risk Management
Pre-Shipment Finance, Post Shipment Export Advance, Factoring and Insurance, Types of Risks, Quality and
Pre Shipment Inspection
Custom Clearance of Import and Export Cargo: Clearance of Import Cargo, Clearance of Export cargo,
Custom Valuation, The Harmonized System, Carnets
New Developments in Custom Clearance Procedure
UNIT-III: Logistics and Characteristics of Modes of Transportation
Planning Physical Distribution, Benefits of Efficient Logistics System, Concept of Marketing Logistics
System, Critical Elements of a Logistics System
International Transport System. Characteristics of Shipping Industries: History of Shipping Industry, Characteristics of Shipping Industry, Role of Intermediaries in Shipping Industry, Latest Trends in Logistics
Operations, Ocean Freight Structure
UNIT-IV: Containerization and Leasing Practices
Containerization – Concept and Operation, History of Containerization, Types of Containers, Benefits of
Containerization, Global Trade and containerization, Container Leasing Practices and Inland Container
*IA – Internal Assessment & EA – External Assessment
MBA-411 STRATEGIC RETAIL MANAGEMENT
Course objective: This program helps management students to understand the fundamentals of Distribution
management and familiarizing the participants with the global dynamism of retail practices and provides a
specialize platform for developing cutting edge skills in retails.
Course Content:
UNIT I: Introduction
An Overview of Strategic Retail Management- Frame Work of Retailing, Importance of a Retail Strategy
Building and Sustaining Relationships in Retailing, Value Chain, Retailer Relationships, Technology and
Relationships in Retailing
Strategic Planning in Retailing, Situation Analysis, Identification of Consumer Characteristics and Needs,
Opportunities and Threat in Global Retailing
UNIT II: Situation Analysis
Situation Analysis- Retail Institutions by Ownership, Franchising, Retail Institution by Store Based Strategy
Mix, Retail Life Cycle, Mergers, Diversification and Downsizing
Food Oriented Retailers, General Merchandise Retailers, Forms of Non-traditional Retailing, Direct Selling,
Electronic Retailing
UNIT III: Customer Perspective
Targeting Customers and Gathering Information- Identifying and Understanding Consumers, Consumer
Needs & Desires
Shopping Attitudes and Behavior, Retailers with Mass, Concentrated & Differentiated Marketing Strategies
Promotion Strategy, Methods of Communication with Customers, Selection of Promotion Mix, Environmental Factors affecting Consumers, Information gathering and processing in Retailing
UNIT IV: Store Location
Choosing a Store Location- the Importance of Location to a Retailer
Trading-area Analysis, Characteristics of Trading Areas, the Nature of Competition and the Level of Saturation, Site Selection
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. A.Sivakumar (1997), Retail Management, Excel Books, New Delhi
2. B.R.Londhe (2006), Retail and Distribution Management, Nirali Prakashan, Mumbai. 3. Sharma, B.M., 2008.Strategic Retail Management Sharma., Global Media
MBA-412 EXPLORING CORPORATE STRATEGY
Course objective: Clarify the concept & application of strategy in a variety of business contexts. Demonstrate the
importance and centrality of strategy in the work of leaders.
Course Content:
UNIT I: Introducing Strategy
The Nature of Strategy and Strategic Decisions, Levels of strategy
Strategic Management, Strategic Choices, Strategic Management in different Contexts
UNIT II: Understanding Strategy development
The Strategy Lenses, Strategy as Ideas, Strategy Development Processes in Organizations, Implications for
Strategy Development
Strategic Leadership, Strategic Management in uncertain and Complex Conditions
UNIT III: The Environment
The macro environment, PESTEL framework, Differential impact of environmental influences
The five forces framework, Strategic groups, Organizational fields, Market segments, SWOT analysis
UNIT IV: Strategic Capability
Roots of strategic capability, Critical success factors, The strategic importance of resources, Competencies
and core competences
Delivering value for money, Performing better than competitors, Robustness
UNIT V: Corporate Level Strategy
The corporate parent, The corporate rationale, The corporate portfolio, BCG Matrix
IE The extent of corporate diversity, Corporate control, Corporate-level competition
UNIT VI: Business Level Strategy
Force influencing business strategy, Bases of competitive advantage, Sustaining competitive advantage
Competition and collaboration, Game theory, Competitive strategy in hypercompetitive conditions
UNIT VII: Directions and methods of development
Directions for strategy development, Methods of strategy development, Success criteria
UNIT VIII: Organizing for success-
Structural types, Processes, Relationships and boundaries
Configurations, Organizational dilemmas
UNIT IX: Managing Strategic Change-
Diagnosing the change situation, Change management; Styles & roles
Levers for managing strategic change
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. Strategic Management- L.M.Prasad - Sultan Chand & Sons
2. Strategic Management – John A .Pearce, McGraw-Hill Higher Education 3. Strategic Management - Thomas L. Wheelen, J. David Hunger, Prentice Hall
4. Strategic Management - J David Hunger, Prentice Hall
MBAMM-414 MARKETING OF SERVICES
Course objective: The course is designed to equip students with the knowledge of marketing of all types of
services.
Course Content:
UNIT I: Introduction
Understanding Service Products, Consumers, and Markets- Introduction to services marketing
Consumer behavior in service encounters, Positioning services in competitive markets
UNIT II: Services Marketing
Key Elements of Services Marketing- Creating the service product, Designing the communication mix for
service
Pricing and revenue management, Distributing services
UNIT III: Managing the Service Delivery Process
Managing the Service Delivery Process- designing and managing service processes, Balancing demand and
capacity
Planning the service environment, Managing people for service advantage
UNIT IV: Implementing Services Marketing
Implementing Services Marketing- Managing relationships and building loyalty, Customer feedback and
service recovery
Improving service quality and productivity, Organizing for service leadership
UNIT V:
Analysis of cases and current developments. Core Text Book: Lovelock, Christopher & Wirtz, Jochen.
Development & Implementation, Training ,Frame of Reference Training
UNIT II: Performance Appraisal
Performance Appraisal- Human Resource Development and Performance Appraisal: Meaning, Need,
Purpose, Content
Designing your Performance: Key Business Process; Competitive Advantage; role Clarity, accountability and effectiveness Increasing Self awareness & understanding Self appraisal.
UNIT III: Performance Appraisal Process & Methods
Performance Appraisal Process, Identifying KRAs KPAs, SMART goals; Focus and Priority Matrix; Preparing a Performance Plan
Japanese Style Partnership VS American Style Partnership
Unit 3: Strategic Issues in Supply Chain Manufacturing Management
Mass Customization & Principle of Postponement; Concept of Modularization & Implication for Logistics, Framework for SC Structure-Outbound Postponement & Inbound Outsourcing
Network Design: Role of network design in Supply Chains
Factors influencing Network Design Decisions; Phases in network design decisions; Models of network
design (Numerical)
Unit 4: Operational Issues in Supply Chain Transportation Management
Role of transportation in the Supply Chain; Strategic Issues in Transportation; Factors influencing
Inventory Decisions: Need for holding inventory, Costs and models of inventory; Determination of safety
stock (Numerical)
Unit-5: Warehousing decisions & Emerging Issues
Warehousing and its uses and types; Material handling: Warehouse operation, Mechanized material handling equipments. Location of warehouse (different techniques)
Special issues in international logistics: Global logistics challenges; Logistics characteristics of Europe,
North America, Japan, Middle East and South East Asia.
Concept of third part logistic service providers, green logistics; reverse logistics. SCM in different
verticals
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
1. James cooper Logistics and Distribution Planning Kagan page , London
MBAIB-415 WTO AND CORPORATE STRATEGY
Course objective: The paper aims to provide a thorough understanding of the basis for international trade and
strategies. The role of the global institutional structure and trade strategies of developing countries and trade
partners of India will be studied.
Course Content:
Unit I: GATT & World Trade Organization
GATT & World Trade Organization Evolution of GATT, Principles of GATT, Multilateral Trade Agreements
The structure of the organization, Dispute Settlement Mechanism, Trade Policy Review Mechanism
Unit II: Regional Trading Arrangements
Regional Trading Arrangements WTO and Regional Trading Arrangements (RTAs), Types of RTAs
Impact of RTAs, Major RTAs, India and its efforts at forming RTAs.
Unit III: WTO and Agreements
WTO Agreements and their Impact Major Agreements under the Uruguay Round, Impact on Agricultural
and Agro based industries
Textile and Clothing, Pharmaceutical industry, and Services
Unit IV: WTO and Challenges
WTO Challenges and Opportunities Major Challenges for the WTO, Opportunities and Challenges for
India in response to the WTO Agreements
Competitive Strategies for the corporate in response to the new world trading system
Unit V: Recent Developments and Emerging Issues in WTO
Recent Developments & Emerging Issues WTO and developing nations;
India's preparedness in Agriculture, Textile and Clothing, Pharmaceutical industry, and Services
Recent developments and emerging issues.
Note: Case studies/ Activity to be included according to the requirement of modules.
Suggested Readings:
Rao, M. B.: WTO and International Trade, Vikas Publishing House Pvt. Ltd., New Delhi. Second Edition, 2006.