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Department of Management Sciences (PUMBA)

Savitribai Phule Pune University

Syllabus for MBA : Trimester IV


Course Objectives
 To help students understand the strategy in global business environment
 To make students aware about emerging new business models

1. Business policy and strategic management introduction - evolution of business policy into
strategic management - strategy definition - strategy characteristics - strategy levels - strategic
management process and its components.
2. Strategy formulation - environmental scanning and analysis (external and internal
environments) vision, mission, purpose, policy, goals, objectives, budget - types of strategy
(corporate, sbu, functional and grand strategies)
3. Strategic analysis tools and choices- etop-pest/ pestel - organisational capability profile -core
competencies - strategic advantage profile - corporate portfolio analysis - bcg matrix - swot
analysis - gap analysis - ge-9 cell - Porters five force model - Porters generic strategies -
Mckinseys 7-s model - vrio framework - value chain analysis - blue ocean and red ocean
4. Strategy implementation - issues in implementation - resource allocation - organisational
structure and culture values csr - functional issues (financial, marketing, human resources,
operations, technological etc.)
5. Strategy evaluation and control - need and importance - symptoms of strategy malfunctioning
- strategic, tactical and operational controls, performance parameters and measurement -
variance analysis.
6. Globalisation and innovation strategies.
7. e-commerce and emerging business models - strategies for e-commerce and internet business
- key success factors in e-commerce.
8. At least 10 cases in strategic management, preferably with emphasis on current issues /
events, covering, inter alia, topics discussed earlier - class discussions, presentations to be
made. Cases to be incorporated in the question papers.

Books Recommended
1. Crafting and Executing Strategy by Thompson, Strickland, Gamble and Jain, Tata McGraw
Hill, India.
2. Strategic Management by John Pearce and Richard Robinson, McGraw Hill.
3. Competitive Strategy by Michael Porter, Free press.
4. Competitive Advantage by Michael Porter, Free press.
5. Blue Ocean Strategy by Kim w. Chan and Renee Mauborgne, Harvard Business Review,
October, 2004.
6. Concepts in Strategic Management and business policy by Wheelen and hunger, Pearson.
7. .Strategic Management by A.Nag, Vikas Publishing House pvt. ltd., New Delhi.
8. The Core Competence of the Corporation by C.K.Prahlad and Gary Hamel, Harvard
Business review, May/June 1990.
9. The Mckinsey mind by Ethan Rasiel and Paul Friga, Mc-Graw Hill.
10. The Mind of a Strategist.

Course Objectives
 To create awareness about the entrepreneur quality and entrepreneurial culture
 To train students in critical evaluation of business plan
 To highlight the role of project in modern day business organisation
 To provide students familiar with role of project manager in project management

Entrepreneurial Development

1. Entrepreneur and entrepreneurship

Definition - attributes of entrepreneur - push and pull factors for individuals.
Entrepreneur and entrepreneurship - process of entrepreneurship - barriers to/for
Intrapreneur - definition, need and importance - developing corporate entrepreneurship and
organisational culture of intrapreneurship.
Entrepreneur vs. intrapreneur vs. manager.
Role and importance of entrepreneur in Indian / developing economy.
Types of entrepreneurs (like: forced, women and social etc.)
Developing entrepreneurial culture
2. Creating entrepreneurial venture
Environmental assessment
Assessment and evaluation of entrepreneurial opportunities
Creativity and innovation
3. Developing an effective business plan
Market research
Feasibility assessment (technical and financial)
Financial preparations
4. Why entrepreneurs fail - four entrepreneurial pitfalls.

Books Recommended
1. New venture management by Jeffery Timmons
2. Entrepreneurship by Donald f. Karatco and Richard m. Hodgetts
3. Entrepreneurship by holt
4. Entrepreneurship development by Vasant Desai.
5. (suggested readings: Think crazy, think .... (IIM pass-outs), The monk who sold the .....)

Project Management

1. Introduction to project management definition characteristics types - objectives.

2. Project formulation and appraisal - idea generation - concept formulation - objective
definition and development - feasibility study and evaluation - preparation of detailed project
report (dpr) - project appraisal criteria - analysis of risks - social cost benefit analysis.
3. Project planning - critical success factors - stages of planning - reasons and consequences of
failure - planning for project execution - scope and work break-down structure - Gantt charts -
network techniques CPM/PERT.
4. Project management and organisation - role of project manager - functional managers and
other functionaries.
5. Financing of new ventures and start-ups - traditional mode/sources of financing - emerging
trends - venture capital - private equity - angel financing etc.

Books Recommended
1. Projects - Planning, Analysis, Selection, Implementation and Review - by Prasanna Chandra,
Tata McGraw Hills, India
2. A Management Guide to PERT/CPM by Jerome d. Wiest, Ferdinand k. Levy, Prentice Hall
India Pvt. Ltd.
3. Project Management by Harvey Maylor, McMillan Publications, India.
4. Handbook of Project Management by Dennis Lock, Jaico Publishing House, Mumbai.






Course Objectives
 To provide an appreciation of the range of tools available for marketing communication
and to provide an understanding of the basic principles of planning and execution in
Marketing Communications.
 Developing a managerial perspective and an informed decision-marking ability for effective
and efficient brand management

Section I : Integrated Marketing Communication

1. IMC The concept, need for IMC and why it is important in the overall marketing strategy.
2. Advertising - Definition, Objectives, Functions of Advertising, Advertising in Marketing Mix,
Decisions in Advertising.
3. Advertising Media Media Planning and Buying process, Media strategy, Media mix, Media
4. Evaluation of Advertising - Evaluating Advertising Effectiveness through Pre-tests, Post-test,
Recognition Test, Recall Test.
5. Sales promotion; Definition, Objectives of Sales Promotion, Channels of Sales Promotion,
Different types of promotion.
6. Public Relations / publicity; PR department and its functions, Tools and techniques, Types of
Section II : Brand Management

1. The concept of a brand. Characteristics of a brand. Historical revolution of brands.

Understanding the larger perspective of Brand
2. Introduction to Brand Management: Understanding the process of a brand launch from the
idea stage till the commercialization stage. Responsibilities of a brand manager related to the
marketing mix. Impact of 4Ps of marketing mix on the brand and the role of brand manager
3. Brand Life Cycle Vs Product Life Cycle, Various market researches done by the brand
manager at various stages of these life cycles.
4. Concept of Brand Architecture Understand various types and the pros and cons of each.
5. Brand Equity, Value to Customers, Brand equity/ Brand Image Relationship, Brand Image
Dimensions, Brand Association, Brand Awareness, Brand Loyalty, Brand Extension-Types,
Brand Repositioning and the needs to reposition brands etc.
6. Brand Design: Brand Essence, Brand Promise, Brand Personality.
7. Brand Valuation: Financial value of Brands, Cost based valuation methods, Market price
based valuation, Valuation by potential earnings

Books Recommended
1. Product management- Donal R. Lehmann, Russel S. Winer
2. Strategic Brand Management - Kevin Lane Keller
3. The Brand Management Checklist - Brad VanAuken
4. Brand Management - Dr S.L. Gupta
5. Branding Concepts & Process Debashish Pati
6. Brand Management - H. Varma
7. Successful Branding - Pran K Choudhary
8. Brand Positioning Strategies for Competitive Advantage - Subrato Sen Gupta
9. Strategic Brand Management - Kapferer
10. Managing Indian Brands - S. Ramesh Kumar
11. Integrated Advertising, Promotions and Marketing Communication Clow & Baack
12. Promotions and Integrated Marketing Communications - Richard Semantic
13. Advertising and Promotions - Belch and Belch, TM GH, 2001
14. Otto Kllipners Advertising procedure The prentice hall
15. Advertising, sales and promotion mgt Himalayan publishing house
16. Advertising Frank Jerkins Prentice Hall
17. Advertising and Promotion An Integrated Marketing communications Perspective - Tata
McGraw Hill.
18. Contemporary advertising - William Fares Irwin / McGraw Hill series.
19. Advertising Management Rajiv Batra, John G Myers, David Aaker
20. Ogilvy on advertising David Ogilvy
21. Advertising management - David Oglivy
22. Advertising Management - Manendra Mohan
23. Advertising Principles & Practices - Willium Wells, John Burnett, Sandra Moriarty



Course Objectives
 To help students sharpen their analytical abilities in integrating strategic marketing
decision in a comprehensive manner
 To make familiar with the concepts and framework in marketing strategy, strategic market
planning, competition analysis and in creating competitive advantage

1. Introduction: Strategic Decisions and the Nature of Strategy, The Marketing/Strategy

2. Strategic Marketing Planning and the Marketing Plan
Strategic and Marketing Analysis
3. Marketing Auditing and the Analysis of Capability
4. Market and Environmental Analysis
5. Approaches to Customer Analysis
6. Approaches to Competitor Analysis
Strategic Direction and Strategy Formulation
7. Missions and Objectives : The Purpose of Planning , Establishing the Corporate Mission,
Influences on Objectives and Strategy, Guidelines for Establishing Objectives and Setting
Goals and Targets, The Development of Strategies
8. Market Segmentation, Targeting and Positioning
9. The Formulation of Strategy

Books Recommended
1. Strategic Marketing Planning Colin Gilligan & Richard Wilson
2. Strategic Marketing Management David Aaker.
3. Principles of Marketing- Philip Kotler, Gary Armstrong.
4. Competitive strategy Michael E Porter.
5. Marketing Strategy, 3rd Ed. Boyd Walker, Mullins Larrech.



Course Objectives
 To Study the implications of direct taxations
 To understand the various indirect taxes and their use for managers

Direct Taxes

1. Income Tax Act 1961, - Definitions Assessee, Person, Agricultural Income, Income, casual
income-previous year, Assessment year, company ,Residential Status Incomes exempt from
2. Computation of Various heads of income Income from salaries- Income from House
Property- Capital Gains
3. Income from business and profession-long term and short term capital gains-Income from
other sources deductions from each head of income,
4. Returns of Income Compulsory filing of returns based upon economic criteria - forms of
returns- assessment Types of assessments- Deduction of Tax at source- Tax deduction
5. Taxation of Companies - Minimum Alternate Tax
Indirect Taxes

1. Central Excise Nature and Contemporary Legislation for the same- Liability for the central
excise Definitions Goods, Manufacture, , Manufacturer-Excisable goods, Job Workers
Classification Determination of Tariff Headings Valuation of Goods Transaction Value
Administrative Structure of Excise Departments Various Procedures registration -Self
Removable under Invoice, Manner and Payment of Duty Interest, Penalty, Confiscation ,
Seizure, duty Payment under protest, Refunds, CENVAT Credit-Concessions for SSI Units.
2. Introduction to main provisions of service tax.
3. Maharashtra Value Added Tax (VAT)2005: Definition Agriculture, business, capital assets,
dealer, non resident dealer, goods, place of business, purchase price, sale price, resale,
turnover of purchases and turnover of sales. Levy and incidence of tax, registration, set off
and refunds.
4. Customs Act : customs duty- nature and contemporary legislation- taxable event for import
and export of goods- types and rates of duties- valuation of goods- procedures of import and
export, manual and electronic documentation, baggage ,courier, duty drawback exemptions,
remission refund of duty.

a) Assessment Year applicable for the paper will be the Assessment
Year pertaining to the academic year. E.g. for the academic year 2015-2016 applicable
assessment year will be 2015-2016
b) Problems will be asked on the following areas;
Simple Problems on computation of Income from Salaries with deduction there from.

Simple Problems on computation of income from business and profession

Books Recommended
1. Direct Taxes Law & Practice Vinod Singhania
2. Direct taxes - Girish Ahuja & Dr. Ravi Gupta.
3. Direct Taxes T. N. Manoharan
4. Indirect Taxes Law & Practice V S Datey
5. Indirect Taxes Dr. Sanjeev Kumar
6. Indirect Taxes Yogendra Bangar & Vandanabangar
7. Indirect Taxes Snowwhite Publications
8. Bare Acts & Rule of the relevant taxes.



Course Objectives
 To Study the intricacies of security analysis
 To understand various concept

1. Introduction and Investment scenario

2. Risk and Return Alpha & beta
3. Stock Market in India
4. Security Market Indicators
5. Fundamental Analysis , Technical analysis
6. Efficient market hypothesis
7. Impact of changes in accounting policies
8. Equity stock valuation models
9. Bond valuation
10. Portfolio analysis and portfolio selection
11. Managed portfolios and performance measurements
12. Derivatives Market
13. Trading and investments in commodity markets

Books Recommended
1. Portfolio Management Kevin
2. Portfolio Management Barua
3. Stock Exchanges and Investments Raghunathan
4. Security analysis and Portfolio Management Punithavathy Pandian
5. Security Analysis and Portfolio Management Fisher and Jordon
6. Investments By Bodie, Kane and Marcus



Course Objectives
 Understand the field of complex systems and applications
 Learn System dynamics and designing through simulations
 Develop and test models

1. Purpose of modeling complex systems: understanding behavior, impacting systems, designing

2. Methodologies for systems modeling and simulation: System Dynamics, Syslogic, Cellular
Automata, Network Analysis
3. Modeling of complex systems using any one of the methodologies
4. Validating models and scenarios: structural validation, parameter validation, historical

Books Recommended
1. Principles of Systems - Jay Forrester, MIT



Course Objectives
 To understand the purpose of audit and verification
 To learn to build auditability in the processes
 To understand control requirements from audit and system perspective

1. Purpose of audit and verification: ensuring transactions do what they claim, enabling rollback
2. Auditability of systems & Processes: definition, principles, examples
3. Verifiability of information: definition, principles, examples
4. Examples of auditable and unauditable systems: UID, PAHAL, Court cases

Books Recommended
1. System Audit & Control - Ron Weber



Course Objectives
 To make the students understand the concepts & broad principles of project
conceptualization, planning & organization, implementation & control
 Develop conceptual framework of the project management domain
 Sensitize the students of the importance of course in real life environment

1. Project Management Concepts- concept and characteristics of a project, need and significance
of project management, organizational structure, the roles and responsibilities of the project
manager, project team, management and stakeholders, project life cycle, types of project.
2. Project conception- Concept, significance of project concept in competitive business
environment, project process from conception to approval, project life cycle.
3. Project Planning- Statement of Work, Work Breakdown structure, Schedule, Project planning
and scheduling techniques, CPM/PERT and PDM, GERT- application, limitations; line of
Balance- Methodology and application in projects, scheduling multiple projects.
4. Critical Chain Scheduling- Concept of critical chain scheduling: critical chain scheduling
method; application of Critical chain scheduling.
5. Project Quality Management- Concept of project quality, responsibility for quality in projects,
quality management at different stages of project, tools and techniques, TPI, TQM in projects.
6. Project Performance Measurement and Control- Performance measurement method to
monitor, evaluate and control planned cost and schedule performance, Earned value
Management: concept and application, Project feasibility report (Ascertaining feasibility of
project), Project cost management.\
7. Risk Management- Meaning of risk, types of risks, assessment of risk, managing risks in
8. Contract Management- Contract, Types of contracts, Risk factors in contract, Tendering in
government projects.
9. Project Closure/ Termination- Meaning of closure/termination, closure/ termination steps,
final closure.
10. IT in Projects- Overview of types of software for projects, major features of softwares like
11. International Projects- Issues in managing international projects, Selection and training of
employees, cross cultural considerations.

Books Recommended
1. A Guide to Project Management Body of Knowledge, (PMBOK Guides) by Project
Management Institute Third Edition (2004)
2. Project Management and Business and Technology- Nicholas PHL
3. Project Management The Managerial Process Clifford F Gray, Erik W Larson Tata
McGraw-Hill Publishing Co Ltd
4. Project Management A Managerial Approach Jack Meredith, Samuel J. Mantel - John
Wiley and Sons
5. Project Planning, Scheduling and Control Tata McGraw-Hill Publishing Co Ltd
6. Project Management Meredith Mantel- Wiley



Course Objectives
 To understand the impact of technology on competitive advantage for a business
and society
 To establish the linkage between technology, development and competition
 To understand the concept of technology management w.r.t. technology planning and
forecasting, technology transfer, environmental, ethical and safety aspects of technology

1. Concept and meaning of technology, Evolution and growth of technology, impact of

technology, Impact of technology on society and business- classification of technology.
2. Competitive advantages through new technologies: product development from scientific
breakthrough to marketable product- responding to technology challenges.
3. Technology policy- Determinants of Nations Capability- Role of Government Science and
Technology Policy- Status of Technology in India- Future of India.
4. Linkage between technology, development and competition, Managing research and
development (R&D), Managing Intellectual Property.
5. Meaning of Innovation and Creativity, Definition of management innovation, the process of
managing innovation, Making decisions for managing innovation, Tools for Managing
6. Technology planning, Tools for company technology analysis, Technology absorption and
diffusion, project management in adoption and implementation of new technology.
7. Technology Transfer Management: Technology transfer process, outsourcing-strategic
issues, joint ventures, technology sourcing.
8. Environment, Ethical and Social Aspects of Technology.

Books Recommended
1. Management of Technology- Track Khalil- TMH
2. Strategic Technology Management- Betz. F- McGraw Hill.
3. Strategic Management of Technology & Innovation- Burgelman, R.A., M.A. Madique, and
S.C.Wheelwright- Irwin.
4. Handbook of Technology Management- Gaynor- McGraw Hill.
5. Managing New Technology Development Souder- McGraw Hill.
6. Managing Technology Innovation- Twiss, B.-Pitman.
7. Management of R&D and Engineering- Kocaoglu, D.F.(Ed)- North Holland.
8. Management of New Technologies for Global Competitiveness- Christian N Madu- Jaico
Publishing House.


Course Objectives
 To develop the implementation skill of various industrial and labour law
 To make students aware of legal provision of labour law in India

1. Introduction to Labour Legislations, Evolution of Labour Laws,

Need for Labour Legislations, Indian Perspective, Labour Laws and Rapid Changing
Industrial scenario, Implementation of Labor Laws, Role of ILO. National Labour
2. Industrial Employment Standing order Act 1946;
3. The Factories Act 1948:
Preliminary and Scope of the Act,
Definitions: Adult, Adolescent, Calendar Year, Child, Competent Persons, Hazardous
Process, Young Persons, Day, Week, Power, Prime mover, Transmission machinery,
Machinery, Manufacturing Process,
Worker, factory, occupier, prescribed, group or real and shift,
Power to declare different dept. to separate factory or two or more factories to be a single
factory .
Chapter II- Inspecting staff (Sec 8-10), Chapter III- Health(Sec-11-20), Chapter IV- Safety(
Sec21-41), Chapter IVA- Provision related Hazardous process( Sec 41A-41H). Chapter - V-
Welfare(Sec42-50) Chapter VI- Working hours of adult (Sec 51-66), Chapter VII-
Employment of young person(Sec 67-77), Chapter VIII- Annual leave with wages(Sec 78-
84), Chapter IX- Specially provisions(Sec 85-91A), Chapter X- Penalties and Processes
(Sec 92-106A).
4. Payment of wages Act 1936
5. Bombay Shops & Establishment Act 1948
Applicability, Applicability of other Acts to Shops and Establishment, Key Definitions
Registration of Establishment procedure, Dispute as to the category of establishment,
Opening and closing hours, Hours of work of employees, Leave provisions, Health and safety
provisions, Overtime, Statutory compliances for employer under the Act, Prohibitions in
respect of employment under the Act-double employment etc., Obligations of the employees,
Offences- Penalties.

Books Recommended
1. Industrial and Labour Law P. L. Malik
2. Industrial Law J. K. Bareja
3. Industrial &Labour Laws S. P. Jain
4. Labour laws for Managers B.D. Singh
5. Industrial Relations, Trade union and Labour Legislations, Sinha, Sinha, Pearson Pub.
6. Industrial Relation and Labour Laws- B.D. Singh, Excell Books. New Delhi.



Course Objectives
 To develop an understanding competency mapping and career development system
 To develop awareness of various career oriented and strategies of individual career

1. History & Origin of Competency - KSA v/s Competency

Reasons for Popularity of Competency, - Competency & EVA,
Views Against Competency - Definitions Confusion about Competency
Skill, Knowledge &Motive - Trait& Self-Concept Iceberg Model of Competency - Operant &
Respondent Traits of Competency. Competency Models - Leadership and managerial
competency models - Causes for Resistance and Recommended Actions to Address - Delphi
Technique Competencies & Generic Indicators - 360 Degree Feedback - HR Generic
Competency Model -Supervisory Generic Competency Model
Threshold Competencies - Differentiating Competencies - Generic or Key Competencies -
Functional or Technical Competencies - Leadership or Managerial Competencies Steps in
DEVELOPING COMPETENCY MODEL - Determining the objective & Scope - Clarifying
Implementation Goals & Standards - Create an Action Plan - Define Performance
Effectiveness Criteria - Identify a Criterion Sample - Data Gathering & Interim Competency
Model - Finalize & Validate Competency Model
4. Career Development: Theoretical Foundations
Objectives, Definition of Career Development, Process of Career Planning
Reasonability for Career Planning & Career Development
Methods of Career Development (Management)
Competency Approach to Development
Career Paths, Career Transition
Competency Approach to Development
5. Innovative Employer Career Initiatives
Different methods used by employer to enhance employee career.
Special Issues in Career Development
Mentoring for Employee Development

Books Recommended
1. Competency Based HRM - Ganesh Shermon, TMH, 1st Edition, 2002.
2. A Handbook of Competency Mapping Seema Sangvi, Response Books, 2004
3. Human Resource Management - Pravin Durai, Pearson 2010
4. Human Resource Management - Gary Dessler & Biju Varkkey, Pearson, Twelfth Edition,
5. Theories of Personality, Calvin S, Hall Et Al, Wiley Publication
6. Organizational Behaviour - Human Behavior at work , John.W. Newstrom and Keith Davis
Tata, McGraw Hill, l1/e, 2003
7. Human Relations in organizations - Robert N. Lussier, 6th edition, Mc-Graw Hill Education
8. Training in Interpersonal Skills tips for managing People at work, Stephen Robbins Et al,
Pearson, PHI.
9. Understanding OB - Udai Parek, Oxford University Press
10. Development Management Skills, Whetten & Cameron, 7th Ed. Pearson, PHI


Course Objectives
 To Study the purpose and objectives of Management control systems
 To understand the various aspects of control systems for better management.

1. Characteristics of Management Control System Evolution of control systems in an

organization Relating system to organizational objectives - Strategic Planning, Management
Control and Operational Control Goal Congruence Cybernetic Paradigm of Grissinger
Functions of the Controller
2. Responsibility Centers Types of Responsibility Centers Expense Centers, Profit Centers
and Investment Centers Budgetary Control as a tool for Management Control Systems -
Engineered, Discretionary and Committed Costs Approaches to budgeting w.r.t. Engineered
and Discretionary costs Benchmarking and Total Cost Management
3. Transfer Pricing (Market based and Cost Based) Related numerical problems Return on
Investment, Economic Value Added, Capital Budgeting and ratio analysis as a tool for
management performance measurement
4. Management Control Systems in Service Sector vis--vis in Manufacturing Sector
5. Financial and non- financial performance measures w.r.t. Balanced Scorecard ( Rock Waters
6. Long Range Planning Converting corporate vision into a long-range plan input output
7. Introduction to Audit Function as a control tool covering Financial Audit, Internal Audit, Cost
Audit - Management Audit Principles and Objectives
8. A Minimum Five cases I designing and implementation of control systems

Books Recommended
1. Management Control Systems, 10th Ed. Anthony and Govindrajan
2. Practical Auditing B.N.Tandon
3. Cost Accounting B.K.Bhar
4. Management Accounting Khan & Jain
5. Financial Management Prasanna Chandra


One course to be chosen from a pool of Interdisciplinary / General courses announced by the
department from time to time.


One course to be chosen from a pool of Specialization related courses announced by the department
from time to time.


Individual summer training of minimum 50 days duration in a business organization / company is to

be carried out under the guidance and supervision of the nominated faculty.