INTERNATIONAL BUSINESS MANAGEMENT
(PGDM-301)
Unit -1
Introduction & Theoretical Background: Introduction and Overview
of International Business. Various Trade theories viz., Absolute and
comparative cost Advantage, Modern Competitive advantage Trade
theory.
Unit- 2
Government Intervention in World Markets: Concept of
protectionism, Trade Barriers, Welfare effects of Export,
subsidies/taxes, India new Foreign Trade policy, FDI and its
implication.
Case Study 1
Unit -3
Regional Trade Blocks: Regionalism and Regional Trading
arrangements like ASEAN, NAFTA, SAFTA, and EU . WTO:
Multilateralism and Regionalism in the world economy, Objectives and
function of WTO and its implication to India.
Unit -4
Dynamics of globalization: Definition of Globalisation ,Globalisation
of Market , Globalisation of investment , Globalisation of
Technology ,.Advantage and disadvantage of globalization. Analyse
globalization in India.
Multinational corporations: Definition and concept Advantage,
disadvantage of MNC
SUGGESTED READING:
1. International Business –K Aswathappa, McGraw Hill. Co.
2. Rakesh Mohan Joshi, Oxford Higher Education
ENTERPRISE RESOURCE PLANNING
(PGDM-302)
UNIT-I
Introduction to Enterprise, Introduction to Enterprise Resource
Planning, Common ERP Myths, Inventory Management & Control,
Material Requirements Planning, Manufacturing Resources Planning,
Reasons for growth of ERP Market, Importance of ERP to a Company,
ERP in Value Creation.
UNIT-II
Quantifiable and Intangible Benefits of ERP, People risks, Process
risks, Technological risks, Implementation risks & Operation and
Maintenance risks, Managing risks on ERP projects, ERP Market share,
Financial Module, Manufacturing Module, HR Module, Materials
Management Module, Production Planning Module, Plant Maintenance
Module, Quality Management Module, Purchasing Module, Marketing
Module, Sales & Distribution Module.
UNIT-III
Challenges to successful ERP Implementation, Objectives of ERP
Implementation, Phases of ERP Implementation, Organization &
Working of ERP Implementation Team, Success factors of ERP
Implementation, Failure factors of ERP Implementation.
UNIT-IV
ERP Transition Strategies (Big Bang, Phased Implementation, Parallel
Implementation, Process line transition, Hybrid transition Strategy),
ERP & related technologies (BPR, OLAP, SCM, CRM, GIS, Data
Warehousing & Data Mining), ERP Security.
SUGGESTED READING:
1. “Enterprise Resource Planning”, Second Edition by Alexis Leon,
TMH Publication.
 ENTERPRENEURSHIP & CORPORATE SOCIAL RESPONSIBILITY
(PGDM-303)
Unit I: Introduction to Entrepreneurship
Definition of Entrepreneur, Internal and External Factors, Functions of
an Entrepreneur, Entrepreneurial Motivation and Barriers, Types of
Entrepreneurs, Factors responsible for growth of Entrepreneurship
Unit II:
Introduction to Project Formulation
Introduction to Project, Project Classification, Project identification,
Project Planning, Project Selection; Financial, Market and Technical
Feasibility
Introduction to Small Scale Industries
Definition, Characteristics, Objectives, Importance & Problems of
SSIs; Steps for starting SSI; Role of Financial Institutions; Government
Policies for SSIs.
Unit III:
Introduction to Women Entrepreneurs
Definition, Role, Opportunities & Problems of Women Entrepreneurs,
Role of Women Entrepreneurs Associations
Introduction to Venture Capital
Definition, Aim, Features, Merits, Process of Venture Capital
Unit IV:
Corporate Social Responsibility (CSR)
Introduction, Dimensions of CSR, Role of Governments, Role of
Markets, Criticisms of CSR, Social Entrepreneur, Case Studies
SUGGESTED READING:
1. Rajeev Roy, Oxford Higher Education
2. Madhurima Lall & Shikha Sahai , Excel Books
CONSUMER BEHAVIOR & MARKETING COMMUNICATION
(PGDM-MK-3.1)
UNIT I
Introduction: Defining consumer Behaviour, Reasons for Studying Consumer
Behaviour, Understanding Consumer and Market Segments, Environmental
Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference
Group and Family Influences, Personal Influences and Diffusions of Innovations.
UNIT II
Individual determinants of Consumer Behaviour, Motivation, Personality and Self
Concept, Consumer Perception, Consumer Learning, Consumer Attitude Formation
and Change.
Consumer Decision Process: Problem Recognition, Search and Evaluation,
Purchasing Processes, Post- Purchase Behaviour, Consumer Behaviour Models,
Consumerism, Organization Buying Behaviour.
UNIT III
Communication, Process of Communication, Marketing Communication, Objectives
of Marketing Communication, Integrated Marketing Communication (IMC), Factors
contributing to IMC, Participants in IMC, IMC Promotion Mix, IMC Management &
Planning Model, Challenges in IMC, Promotion Mix, Sponsorship:POP: Supportive
Communication, Role of E-Commerce in Marketing Communication.
UNIT IV
Advertising Management, Overview: Meaning, Nature and Scope of Advertising,
Advertising and Other Promotional Tools, Role of Advertising in Promotion Mix,
Process of Advertising, Customer and Competitor Analysis, STP Strategies for
Advertising.
Campaign Planning: Message Creation, Copywriting. Role of Creativity in
Copywriting Media Planning, Testing of Advertising Effectiveness, Preparation and
Choice of Methods of Advertising Budget, Ethical and Social Issues in Advertising,
Management of Advertising Agencies, Role of Advertising in Natural Development.
Suggested Readings
1. Batra Myers and Aker - Advertising Management (Pearson/ Prentice Hall, 5th Ed.)
2. Schiffman Leon G. and Kanuk Leslie Lazar - Consumer Behaviour (Pearson/
Prentice Hall, 9th Ed.)
3. Belch MA and Belch GE - Advertising and Promotion- An Integrated Marketing
Communication Perspective (Tata Mc Graw Hill, 6th Ed.)
 MARKETING OF SERVICES
PGDM-MK 3.2
UNIT I (8 Sessions)
Introduction: Difference between Product and Services Marketing,
Characteristics of Services Classification of Services, Paradigms in Services
Marketing, Importance of Customer Relationship Management: Specific for
Service Industry.
Service Marketing System: Service Quality, Understanding Customer
Expectations and Zone of Tolerance, Segmentation and Zone of Tolerance,
Targeting and Positioning of Services.
UNIT II (16 Sessions)
Services Marketing Mix: Augmented Marketing Mix, Developing the Service
Product/ Intangible Product, Service Product Planning, Service Pricing
Strategy, Services Promotions, Services Distributions.
Physical Evidence: Role of Communication in Service Marketing, People and
Internal Communication, Process of Operations and Delivery of Services,
Role of Technology in Services Marketing.
UNIT III (8 Sessions)
Marketing of Financial Services: Deciding the Service Quality, Understanding
the Customer Expectations, Segmenting, Targeting and Positioning of
Financial Services, Devising Financial Services, Marketing Mix Strategies
with Special Reference to Credit Cards, Home Loans, Insurance and Banking,
Marketing of Telecom/ Insurance Services.
UNIT IV (8 Sessions)
Services in Global Perspective: International Marketing of Services Recent
Trends, Principal Driving Force in Global Marketing of Services, Key
Decisions in Global Marketing, Services Strategy and Organizing for Global
Marketing.
Suggested Readings:
1. Love lock Christopher - Services Marketing: People, Technology and Strategy
(Pearson Education, 5th Ed.)
2. Rama Mohana Rao - Services Marketing. (Person Education, 1st Ed.)
3. Govind Apte - Services Marketing (Oxford University Press)
BRAND MANAGEMENT
PGDM-MK 3.3
Unit 1
Introduction-History of Branding, Why do Brands Matter?,
Overview of Brand Equity, Examples of Strong Brands Building
Brand Equity I- Customer-Based Brand Equity, Brand Positioning and
Values, Creating Mental Maps, Brand Resonance, Brand Building
Blocks, Ingredient Branding
Case Study 1
Unit 2
Building Brand Equity II- Choosing Brand Elements to build Brand
Equity, Designing Marketing Programs to Build Brand Equity,
Integrating Marketing, Communications to build brand equity,
leveraging secondary Associations to build Brand Equity
Unit 3
Measuring Brand Equity- Indirect and Direct Measures of Brand
Equity, Qualitative, Exploratory Research, Quantitative, Tracking
Research, Experimental Approaches, Industry Measurement Models,
Financial Measures of Brand Equity, Brand Equity Measurement
System
Case Study 2
Unit 4
Managing Brand Equity I-Corporate Branding Strategies, Brand
Hierarchies, Brand Portfolios, Line Extensions, Category Extensions
Managing Brand Equity II- Reinforcing Brands, Revitalizing Brands,
Global Branding Strategies, Building Brands beyond Media
Advertising, The Role of Sponsorship in building Brands, Managing
Brands over Geographic Boundaries and Market Segments
Case Study 3
Suggested Readings:
1. Brand Management: Harsh Verma ,Excel Books
2. Brand Management Tax & Cases: Ajay Kr.; Wisdom Publications
 INTERNATIONAL FINANCIAL MANAGEMENT
(PGDM- FN-3.1)
Unit I (6Sessions)
Global financial environment & IMF: Overview; objectives,
functions. Money market, capital market: Relationship with domestic
markets and global markets. Role of Finance Manager in the Global
context. Balance of Payments: understanding, analysis and
interpretation.
Unit II (10 Sessions)
Foreign exchange Market: Nature, structure, types of transactions,
exchange rate quotations, spot and forward; Arbitrage.
Exchange rate determination, forecasting, theories: Purchasing power
parity, Interest rate parity etc.
Unit III (10 Sessions)
Foreign Exchange risk exposure: Types of risk: Economic and
translations. Accounting treatment: tax treatment of gains and losses.
Exchange Risk reduction: techniques: applications and their
limitations. Hedging, swaps, futures, options.
Unit IV (8 Sessions)
Financial structure and International financing: Optimal financial
structure and MNE and their foreign subsidiaries;
Eurocurrency markets; International debt markets; Management of
interest rate risk: interest rate options, currency options etc.
Unit V (6 Sessions)
Foreign investment decisions: Multinational capital budgeting;
International portfolio theory and diversification; Repositioning of
funds; Working capital management in MNE FDI and FII in India.
SUGGESTED READINGS:
1. International Financial Management, P G Apte –TMH
2. Vyuptakesh Sharma
SECURITY ANALYSIS & PORTFOLIO MANAGEMENT
(PGDM- FN-3.2)
Unit I
Overview of Capital Market: Market of securities, Stock Exchange
and New Issue Markets - their nature, structure, functioning and
limitations; Trading of securities: equity and debentures/ bonds.
Regulatory Mechanism: SEBI and its guidelines; Investor Protection.
Unit II
Risk & Return: Concept of Risk, Measures of risk and return,
calculation, trade off, systematic and unsystematic risk components.
Nature of Stock Markets: EMH (Efficient Market Hypothesis) and its
implications for investment decision.
Valuation of Equity: Nature of equity instruments, Equity Valuation
Models. Approaches to Equity Valuation: Technical Approach –
overview of concept & tools used and Fundamental Approach –
economy, industry and company analysis
Valuation of Debentures/Bonds: nature of bonds, valuation, Bond
theorem, Term structure of interest rates, Duration.
Valuation of Derivatives (Options and futures): concept, trading,
valuation.
Unit III
Portfolio Analysis and Selection: Portfolio concept, Portfolio risk and
return, Beta as a measure of risk, calculation of beta, Selection of
Portfolio: Markowitz’s Theory, Single Index Model, Capital market
theorem, CAPM (Capital Asset Pricing Model) and Arbitrage Pricing
Theory.
Unit IV
Portfolio Management and Performance Evaluation: Performance
evaluation of existing portfolio, Sharpe and Treynor measures; Finding
alternatives and revision of portfolio; Portfolio Management.
SUGGESTED READINGS:
1. Pandian P - Security Analysis and Portfolio Management (Vikas)
2. Fischer and Jordan - Security Analysis and Portfolio Management (Prentice-Hall)
3. Chandra P - Investment Analysis and Portfolio Management (Tata Mc Graw Hill)
 MANAGEMENT OF FINANCIAL SERVICES
(PGDM- FN-3.3)
Unit I: Introduction (10 Sessions)
Financial System and Markets: Constituents and functioning; RBI –
Role and functions. Regulation of money and credit, Monetary and
fiscal policies, Techniques of regulation and rates; Overview of
Financial Services: nature, scope and importance etc.
Unit II : Management of Commercial Banks (10 Sessions)
Banking Industry in India, constituents, banking sector reforms,
determination of commercial interest rates: fixed and floating,
Management of capital funds- capital adequacy norms, Liquidity
Management, Asset Liability Management - Gap analysis, Management
of Non- performing assets, Strategies for making commercial banks
viable.
Unit III : Securitisation & Management of Insurance & Mutual
Fund organisations (10 Sessions)
Securitisation : concept, nature, scope and their implications.
Securitization of Auto loans and housing loans, Securitisation in India.
Insurance & Mutual Fund organisations - Their status, types,
working and strategies for commercial viability.
Unit IV : Management of Financial Services (10 Sessions)
Leasing and Hire Purchase: Industry. Size and scope. Parties involved,
Evaluation of Lease transaction, Types of lease and their implications,
Hire purchase and lease - differences and implications for the business.
Other financial services: Factoring, Forfeiting, Discounting and Re
Discounting of Bills, Consumer Credit and Plastic Money – concept,
working and uses of each.
SUGGESTED READINGS:
1) Khan M Y - Financial Services (Tata Mc Graw Hill, 1998)
2) Bhole L M - Financial Institutions and Markets (Tata McGraw-Hill, 3rd
edition, 2003)
HUMAN RESOURCE TRAINING & DEVELOPMENT
(PGDM-HR 3.1)
Unit 1 Introduction to HRD:
Meaning, Characteristics and Objectives of HRD, Stages of
Development of HRD, HRD as a Profession, Need for HRD in Indian
Context.
Unit 2 Training Process:
Training and Development: Concept and comparison, Adults learning
styles, Training Needs Identification (TNI), Methods and Aids of
training, Training Climate and Pedagogy, Program Design and
Development, Implementation, Evaluation of training effectiveness,
Learning Beyond Classroom: Experiential Learning
Case Study:
Unit 3 Training Documentation:
Training file, Needs Assessment form, format of request letter for
trainers and trainees, feedback form Training Policy, Training Calendar
& budget
Unit 4 Futuristic Perspectives on Training and Development
(T&D):
Training trends worldwide, Technological advancements in training,
Assertiveness training, Train the trainer (T3) program, T&D in India:
Corporate examples
Unit 5 HRD Interventions:
HRD Culture and Climate, HR Scorecard, Benchmarking HR Practices,
HR Accounting, HRD Audit, Assessment Center, Coaching,
Counseling, Mentoring, Future HRD Managers.
Case Study:
SUGGESTED READINGS:
1) Training & Development by G Pandu Naik (Excel Books)

INDUSTRIAL RELATIONS MANAGEMENT
(PGDM-HR 3.2)
UNIT1: Introduction to IR & Trade Unions:
IR: an introduction, approaches, nature, purpose, Role of IR Managers.
Trade Unions: meaning, structure, size, affiliation, membership,
finance, recognition and registration, white collar trade unions.
UNIT2: Industrial Disputes:
Industrial Disputes Act, causes and settlement of industrial disputes,
managing strikes, illegal strikes, picketing, lockouts, gherao, bandh,
wages for strike and lockout period, layoff, retrenchment, transfer and
closure.
Discipline: meaning, approaches, causes of indiscipline, Discipline
procedure.
UNIT3: Collective Bargaining & Grievance Handling:
Collective Bargaining: meaning, types and structure, negotiations,
future of collective bargaining, Worker’s participation in management,
worker’s education.
Grievances: meaning, Grievance redressal system, pre-requisites for
handling grievances.
UNIT4: IR in Present Scenario:
IR: a paradigm shift, BPOs/ KPOs and their employee related matters.
IR in present day context, IR in Global Business Environment.
UNIT5: Labor Laws:
Factories Act, Minimum Wages Act, Workmen Compensation Act, PF
and Gratuity Act.
SUGGESTED READINGS:
1) Industrial Relations by Dr. Debendra Kr. Parigrahi, UDH, Publishers
2) I R-emerging Paradigms; BD Singh
PERFORMANCE APPRAISAL AND COMPENSATION MANAGEMENT
(PGDM-HR-3.3)
UNIT – I:- INTRODUCTION TO PERFORMANCE MANAGEMENT
SYSTEM:-
Defining PMS – its objectives, process cycle, steps in pms,
Goal oriented PMS cycle.
Performance planning – meaning, process, planning individual process,
process of identification of KPA’s
UNIT – II:- PERFORMANCE APPRAISAL & ANALYSIS:-
Definition & objectives of Performance Appraisal, Process, causes for failure
of PA, and its methods.
Performance Analysis – Definition its objectives, 360 Appraisal or Multirater
Assessment & Feedback system in detail.
UNIT –III: - CURRENT TRENDS IN PMS:-
Potential Appraisal, Performance Related Pay, Competence, Team &
Contribution Related Pay.
Case Study:-
UNIT – IV :- COMPENSATION MANAGEMENT :-
Compensation an overview, Methods of Job Evaluation.
Detail study of wages: - Its meaning, wage def:- minimum, need based, fair,
living, money, real, principles & components of wage structure.
UNIT – V:- EXECUTIVE COMPENSATION:-
Concepts, components of an Executive Compensation Package,
Compensation package & & strategies of Indian Industry.
Suggested Reading:-
1. Performance Management & Appraisal System by TV Rao, Stage.
publications.
2. The compensation Handbook by Lance Berger & Dorothy R. Berger.
3. Compensation management by Mousumi S. Bhattacharya. & Nilanjan
sengupta, excel books