PGDM TRIMESTER THREE

2010 MARCH 19 - MAY 20

LIST OF SUBJECTS: 1. MARKETING PLANNING 2. PSYCHOLOGY OF MARKETING COMMUNICATION 3. BUSINESS ANALYSIS ( Half unit ) 4. CORPORATE FINANCE & RESTRUCTURING STRATEGY 5. ALIGNING HR WITH BUSINESS STRATEGY 6. DATA ANALYTICS ( Half unit ) 7. CORPORATE LAWS ( Half unit ) 8. PROJECT MANAGEMENT STRATEGY ( Half unit )

It is proposed to introduce Problem based learning approach during this trimester, followed by a regular 6 weeks summer training project between May 21-July 10. In Problem based learning, content delivery across multiple disciplines is effected through a single problem which has been designed to cover topics over a wide range of subjects. The topics are so integrated that they represent a real business situation. The problem is also designed in such a manner that it perfectly simulates a real business situation. The students go about the process of nding a solution to the problem as they would in a real business situation, where they would not have access to any structured data or other resources. Problem based learning approach is being extensibly used in US & European institutions and is a big step improvement over other traditional methods of experimental learning like case study, simulation and research projects. PBL projects are offered to compatible student groups. PBL offers students a self directed learning strategy. The PBL process pushes students to work together and to help each other to get an understanding of what they are learning and its relevance to the problem. It is this collaboration that permits the students to build up the abilities necessary to be responsible for their own learning. Collaboration is an indispensable ability the students should have, as they will be regularly working as members of teams. The principal goal of the PBL approach (curriculum design, learning approach, student assessment and program evaluation) is the development of higher order thinking. PBL main objective is to stimulate students to learn at the higher levels, where students analyze, synthesize and evaluate instead of to simply know, comprehend and apply. PBL has at least ve key features: it is (1) problem-centered, (2) student centered,

(3) collaborative, (4) active and (5) utilizes small groups. The concept of half unit is being introduced to enrich the learning process and expand the coverage so that the students are able to absorb the basics of all relevant topics that concern a business. Moreover to make the summer training meaningful, it is necessary that all relevant business topics are covered.

SCHEDULE OF CLASSES MARCH 19 - APRIL 17 APRIL 19 - APRIL 24 APRIL 26 - APRIL 28 APRIL 29 - MAY 22 MAY 24 - MAY 31 SUMMER PROJECT FINAL YEAR STARTS EVALUATION PATTERN MID TERM ASSESSMENT FINAL TRIMESTER EXAM PBL PROJECT ATTENDANCE DISCIPLINE IN CLASS INTERACTION 20 35 25 05 05 10 UNIT ONE CLASSES MID TERM ASSESSMENT INDUSTRY CUM TEAM BONDING TOUR UNIT TWO CLASSES FINAL TRIMESTER EXAM JUNE 7 - JULY 24 AUGUST 2

PG 301

MARKETING PLANNING
18 20

IN CLASS CONTACT HOURS EQUIVALENT PBL CONTACT HOURS UNIT ONE

1. Quick strategic marketing plan: 30 questions to ask. In class contact hours: 5; PBL contact hours 4 2. Strategic marketing planning process, setting objectives and strategies. In class contact hours: 2; PBL contact hours 4 3. Dening marketing and segments, products and services prior to planning. In class contact hours: 2; PBL contact hours 4 UNIT TWO 1. Advertising and sales promotion strategies. In class contact hours: 3; PBL contact hours 2 2. Price strategies In class contact hours: 2; PBL contact hours 2 3. Place strategies In class contact hours: 2; PBL contact hours 2 4. Information and organizing In class contact hours: 2; PBL contact hours 2 RECOMMENDED BOOKS 1. Malcolm McDonald on Marketing Planning 2. Marketing Planning Guide: David H Bangs Jr

PG 302

PSYCHOLOGY OF MARKETING COMMUNICATION

20 17

IN CLASS CONTACT HOURS PBL CONTACT HOURS UNIT ONE

1. Theories of Image; Brand image, product categories and consumer product image, role of mental imagery in persuasion, moving from image to experience. In class contact hours: 4; PBL contact hours 3 2. Building and measuring the national image with words. In class contact hours: 2; PBL contact hours 2 3. Managing celebrities as brands & impact of endorsements, sports celebrities image and utility of Q scores. In class contact hours: 4; PBL contact hours 3 UNIT TWO 1. Effect of brand employee congruence, Managing the multi dimensionality of corporate image, conceptualizing sponsorship. In class contact hours: 4; PBL contact hours 4 2. Values, brands and image, image attributes of automobiles and their inuence on purchase price decision, impact of media and culture on consumption values. In class contact hours: 6; PBL contact hours 5 RECOMMENDED BOOKS 1. Creating images and the Psychology of Marketing Communication: Lynn R Kahle, Chung - Hyun Kim

PG 303

BUSINESS ANALYSIS ( HALF UNIT )

14 10

IN CLASS CONTACT HOURS PBL CONTACT HOURS UNIT ONE

1. Understanding Business Analysis toolkit, Activity diagrams, Block diagrams, Business Process diagrams, Communication diagrams, Data ow diagrams, Entity Relationship diagrams, Pareto Analysis, FURPS ( Functionality, Usability, Reliability, Performance & Supportability ), Role map and Sequence diagrams. In class contact hours: 7; PBL contact hours 2 UNIT TWO 1. Balanced Scorecard Diagnostics: Strategy maps, process linkages, KPIs & KRAs, Aligning organizational vision with Balanced Scorecard, sharing the results of analysis. In class contact hours: 4; PBL contact hours 3 2. Designing a Balanced Scorecard for an organization, implementing the evaluation system and analyzing the contribution to accelerating organizational growth. In class contact hours: 3; PBL contact hours 5

RECOMMENDED BOOKS 1. Balanced Scorecard Diagnostics: Paul R Nive 2. Business Analyst Handbook: Howard Podeswa

PG 304

CORPORATE FINANCE & RESTRUCTURING STRATEGY

22 18

IN CLASS CONTACT HOURS PBL CONTACT HOURS UNIT ONE

1. Enterprise value and nancial securities, debt securities, shares, options and hybrid securities. In class contact hours: 5; PBL contact hours 2 2. Valuations, choice of corporate structure, LBO, de-mergers & mergers, bankruptcy and restructuring. In class contact hours: 6; PBL contact hours 5 UNIT TWO 1. Diversication via acquisitions, how to search for acquisitions. In class contact hours: 3; PBL contact hours 4 2. Valuation of privately held companies, real options analysis in mergers and acquisitions, design of considerations in acquisitions, cross border acquisitions, accounting and tax factors in mergers and acquisitions. In class contact hours: 8; PBL contact hours 7

RECOMMENDED BOOKS: 1. Mergers, Acquisitions and Corporate Restructuring: Chandrashekhar Krishnamurty & Vishwanath S R 2. Corporate Finance : Pierre Vernimmen 3. Corporate Restructuring through Divestment: Harjit Singh

PG 305

ALIGNING HR WITH BUSINESS STRATEGIES 20 18

IN CLASS CONTACT HOURS PBL CONTACT HOURS UNIT ONE

1. Need and context for strategic Human Resources, measuring the impact of strategic HR. In class contact hours: 4; PBL contact hours 4 2. Strategies for managing and developing talent, Recruitment & Retention strategies, developing effective career strategies. In class contact hours: 6; PBL contact hours 5 UNIT TWO 1. International approaches to HRM, developing international managers, managing cross cultural differences in organizations. In class contact hours: 6; PBL contact hours 5 2. Creating a Learning culture, Knowledge Management. In class contact hours: 4; PBL contact hours 4

RECOMMENDED BOOKS 1. Aligning Human Resources and Business Strategy: Linda Holbeche 2. Armstrongs Handbook of HRM practice

PG 306

DATA ANALYTICS
13 10

( Half unit )

IN CLASS CONTACT HOURS PBL CONTACT HOURS UNIT ONE

1. Methods of presenting Management information and when to use which method. Introduction to management statistics and their application in different scenarios. In class contact hours: 5, PBL contact hours 4 UNIT TWO 2. Decision making under uncertainty; Various criterion like Maximax, Minmax etc. Decision making using probability information, Decision Tree method, Market research & statistical inference. Introduction to Forecasting; moving average & time series. In class contact hours: 8, PBL contact hours 6 RECOMMENDED BOOKS 1. Quantitative methods for decision makers: Mik Wisniewski

PG 307

CORPORATE LAWS
14 09

half unit

IN CLASS CONTACT HOURS PBL CONTACT HOURS UNIT ONE

1. Types of Contract Indemnity , Guarantee, contingent, Bailment, Pledge, Agency. Negotiable Instrument Act-Meaning and Types of Different Negotiable Instrument and the Provision Applicable to them.Sales of Goods Act.Indian Arbitration Act.Indian Partnership Act etc. In class contact hours PBL contact hours UNIT TWO 1. Indian companies act, International trade and tariff agreement, Anti dumping duty act, international arbitration act. In class contact hours PBL contact hours 7 3 7 6

RECOMMENDED BOOKS

PG 308

PROJECT MANAGEMENT STRATEGY Half unit

12 10

IN CLASS CONTACT HOURS PBL CONTACT HOURS

UNIT ONE 1. Factors affecting project structure, planning for effective project management, work breakdown structure, activity mapping, PERT & CPM. In class contact hours: 6, PBL contact hours 5 UNIT TWO 1. Project nance, Sources of nance , Raising Capital from Market, Financial Institutions, Raising Foreign Exchange, Government Regulation. Cost of Capital, Cost Benet Analysis , Cash ow Analysis. 2. Role of govt policies and incentives in project nance and strategy. In class contact hours: 6, PBL contact hours 5 RECOMMENDED BOOKS 1. Project Finance: Practical case studies: henry A Davis 2. Fast Forward MBA in Project Management: Eric Verzuh