Master of Business Administration (Marketing & Sales) Programme Code: MMS

STRATEGIC MANAGEMENT
Course Code: Course Objective:
The objective of this course is to develop an understanding of: • The integrative role of all areas of management in business. • The prescriptive and descriptive ideas of theorist’s practitioners and researchers in the field. • The principles of management and their relevance in business. • The methods and techniques of strategic choice and strategic implementation over different industries • Measurement of performance in various business and effect of strategies • Difference between traditional and contemporary business management

MMSGM 20301

Credit Units: 04

Course Contents:
Module I: Introduction Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy Development, Levels of Strategy, Competitive scope and value chain Module II: Strategic Analysis Mission, Vision and Business Definition, Environmental Threat and Opportunity Profile (ETOP), Industry Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental analysis and dealing with uncertainty, scenario analysis and SWOT Analysis. Module III: Strategic Choice Traditional Approach - Strategic Alternatives, Various models like BCG, GE Nine Cell Matrix, Hofer’s Model, Strickland’s Grand Strategy Selection Matrix, Basis of Choice; Michael Porter’s Approach - Generic competitive strategies, Cost advantage, differentiation, technology and competitive advantage, substitution, competitor, complementary products and competitive advantage, strategic vision vs. strategic opportunism, Coevolving and patching. Module IV: Offensive and Defensive Competitive Strategies Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of offensive strategies. Module V: Strategic Implementation Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard – Concepts and applications in strategy implementation.

Examination Scheme:
Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60

Text & References:
Text: • Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill. • Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business School Press. References: • Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation, 3rd Ed., A.I.T.B.S. Publishers & Distributors. • Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons • Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business Today. • Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press. • Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill

MANAGERIAL COMPETENCIES AND CAREER DEVELOPMENT
Course Code: Course Objective: MMSGM 20302 Non Credit Course

In this course, students will actively learn and practice job-related skills vital to becoming a successful manager in contemporary organizations. Class sessions will consist of diverse exercises, self-assessments, role plays, etc., which help students’ evaluate and develop their skills. It will help the students to perform well at an acceptable entry level in each skill area; and better interact with other students, faculty, alumni and industry professionals.

Course Contents:
Module I: Introduction to Managerial Competencies Business Service Performance Management and Future Managers, managerial Competencies. Values for managerial effectiveness and competencies in career development. Individual career goals and action plan. Module II: Identification of Career Opportunities in Various Industries Industry scenario and identifying career opportunities. Key position competencies at entry level in different industries and growth prospects. Career Recruitment / selection processes in various industries and companies. Module III: Career Development Process Diagnostic instruments. Steps in career Development, Career Counseling. Seeking, giving and receiving face-toface feedback. Strategies for improving managerial competencies. Opportunities and tactics for developing managerial competencies. Module IV: Developing Skills for Career Prospects How to succeed in interviews, Mock interviews and GDs. Special focus areas. Career Clusters, Role of Mentor in career development. Importance of Entrepreneurial and leaderrship skills in career development. Module V: Enhancing Learning through Experience Sharing Experience sharing of successful industry professionals, entrepreneurs, alumni and career specialists.

Examination Scheme:
Components Weightage (%) P1 10 C1 10 CT1 20 EE1 60

Text & References:
• • Kolb, Osland, & Rubin, 1995, Organizational Behaviour, Prentice Hall Greenhaus, Career Management, 2004, Thompson Learning, India, New Delhi

whilst demonstrating understanding of their organization. an analysis of the company/organization in which the student is working. Student’s Name. its needs and his/her own personal contribution to the organization. and number of credits for which the report is submitted. The internship programme can best be described as an attempt to institutionalize efforts to bridge the gap between the professional world and the academic institutions. technical and descriptive literature. major projects contributed to. In order to achieve these objectives. Main Body – Should include a brief summary/ executive summary of the Internship Project Report that the student has worked on. These facets can only be learned through direct. It is incomplete without student’s signature. dates and hours spent on a task. INTERNSHIP REPORT The Internship Report is the research report that the student has to prepare on the project assigned by the organization. issues discussed with the students. graphs and other information related to your Internship experience. skills for data handling. meetings attended and their purposes. forms. Year and Semester and Name of the Faculty Guide. ability in written and oral presentation.SUMMER INTERNSHIP Course Code: MMSSI 20350 Credit Units: 09 There are certain phases of every Intern’s professional development that cannot be effectively taught in the academic environment. (Incase a student is not assigned a specific research project in the organization. name of internship organization. 1. a personal review of the student’s management skills and how they have been developed through the programme. name of the Supervisor/Guide and his/her designation. listing of tools and materials and their suppliers. It can be used as the basis for lifelong learning and for job applications. brochures. which do not surface in the normal class room situations. buildings and co-workers. The File will assess the student’s analytical skills and ability to present supportive evidence. but should include how and why you obtained the internship experience position and the relationship it has to your academic/professional and career goals.  . These attributes are intellectual ability. The lay out of the report should be as per the standard layout prescribed by the organization wherein the student undertakes the Internship. on-the-job experience working with successful professionals and experts in the field. the daily tasks performed. doubts if any clarified and signed as having done so. 4. professional judgment and decision making ability. Programme. Appendices – Include pamphlets. This will form the basis of continuous evaluation of the project. The Title Page – An Internship Experience Report For (Your Name). date started and completed. each student will maintain and submit a file (Internship File) and a report (Internship Report). 2. Items can be drawn from activities completed in the course modules and from the workplace to demonstrate learning and personal development. Introduction – Short. and photographs if possible of projects. Acknowledgements Acknowledgment to any advisory or financial assistance received in the course of work may be given. observations and feelings. sense of responsibility etc. In case. Table of Content – An outline of the contents of the file by topics and subtopics with the page number and location of each section. The educational process in the internship course seeks out and focuses attention on many latent attributes. 3. he has to select any one aspect of the organization and prepare a research report on it). Entire effort in internship is in terms of extending the program of education and evaluation beyond the classroom of a university or institution. 5. The File will include five sections in the order described below. charts. there is no layout prescribed by the organization the following components should be included in the report:  Title or Cover Page The title page should contain Project Title. The File is essentially a comprehensive documentation of how one proceeds while working on the assignment and should be regularly checked by the faculty guide/ supervisor. INTERNSHIP FILE The Internship File aims to encourage students to keep a personal record of their learning and achievements throughout the Programme. inter-disciplinary approach.

The titles of journals preferably should not be abbreviated. Avoid abrupt changes in contents from section to section and maintain a lucid flow throughout the thesis. Methodology should be mentioned in details including modifications undertaken. procedures followed and precautions. write at length about the the various statistical tools used in the data interpretation. materials used (wherever applicable). Abstract A good "Abstract" should be straight to the point. etc. It includes organization site(s). An opening and closing paragraph in every chapter could be included to aid in smooth flow. all figures and tables should as far as possible be next to the associated text. While presenting the results. not too descriptive but fully informative. discuss and compare these with those from other workers. First paragraph should state what was accomplished with regard to the objectives. books etc. do not write in “point” form. It should not exceed more than 1000 words. abbreviations must comply with an internationally recognised system. These should be written in the alphabetical order of the author's surname. in the same orientation as the main text. Avoid writing straight forward conclusion rather. emphasis should be laid on what has been performed and achieved in the course of the work. All major equations should also be numbered and unless it is really necessary. Introduction Here a brief introduction to the problem that is central to the project and an outline of the structure of the rest of the report should be provided. Usually one should not use more than two researches in either case of supporing or contradicting the present case of research. Appendices The Appendices contain material which is of interest to the reader but not an integral part of the thesis and any problem that have arisen that may be useful to document for future reference. Examples For research article    . it should lead to generalization of data on the chosen sample. instruments used with its validation. In writing this section.      Conclusion(s) & Recommendations A conclusion should be the final section in which the outcome of the work is mentioned briefly. Results and Discussion Present results. if any. Note that in writing the various secions. sample. if they are. rather than discuss in detail what is readily available in text books. and given appropriate titles or captions. but rather a concise summary of the scope and results of the project. References References should include papers. The result interpretation should be simple but full of data and statistical analysis. Materials and Methods This section should aim at experimental designs. The introduction should aim to catch the imagination of the reader. Table of Contents Titles and subtitles are to correspond exactly with those in the text. The abstract does not have to be an entire summary of the project. Check that your work answers the following questions: • Did the research project meet its aims (check back to introduction for stated aims)? • What are the main findings of the research? • Are there any recommendations? • Do you have any conclusion on the research process itself? Implications for Future Research This should bring out further prospects for the study either thrown open by the present work or with the purpose of making it more comprehensive. numbered. This data interpretation should be in congruence with the written objectives and the inferences should be drawn on data and not on impression. Results and its discussion should be supporting/contradicting with the previous research work in the given area. so excessive details should be avoided. referred to in the body of the report.

M. 8 (suppl 1): 116–117. Lortheeranuwat A. Popaya W. SYMBIOTIC NITROGEN FIXATION PLANTS (editor P.25 inches/ 3 cm Examination Scheme: Continuous Evaluation by faculty guide Continuous evaluation by CRC Feedback from industry guide Report. left and right margins: 1. (2002) Antibacterial activity of Thai medicinal plants against enterohaemorrhagic Escherichia coli O157: H7. For book Kowalski.5 • Top and bottom margins: 1 inch/ 2. Presentation & Viva Voce TOTAL 15% 15% 35% 35% 100% .Voravuthikunchai SP. Supawita T.(1976) Transduction of effectiveness in Rhizobium meliloti. Ninrprom T. Nutman IBP). 7: 63-67 The Layout Guidelines for the Internship File & Internship Report • A4 size Paper • Font: Arial (10 points) or Times New Roman (12 points) • Line spacing: 1.5 cm.S. Pongpaichit S. Clin Microbiol Infect.

’ Every business communicator needs to understand the nuances of ‘body language and voice. Thomson Business Communication. Adler R Oxford .verbal communication Kinesics Proxemics Paralanguage and visible code Module II: Speaking Skills Pronunciation drills (Neutralizing regional pulls) Conversational English Guidelines to an effective presentation Module III: Interviews and GDs Note: 1 written test of 20 marks of one hour duration will be conducted.’ This course is designed to enable the young Amitian to decipher the relevance of Kinesics.BUSINESS COMMUNICATION . MMSBS 20301 Credit Units: 01 Course Contents: Module I: Non . Penrose. Oxford Business Communication for Managers: An Advanced Approach.Verbal Communication Principles of non. Thomson Understanding Human Communication. Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and speeches. Raman – Prakash.III Course Code: Course Objective: ‘Actions speak louder than words. Krizan.9/e. They will have to be programmed accordingly. Also. Text & References: • • • • Business Communication. each student will be required to make a presentation for 20 marks over and above the teaching hours.

Viva books • J William Pfeiffer (ed. K. 2001. Module VI: End-of-Semester Appraisal Viva based on personal journal Assessment of Behavioural change as a result of training Exit Level Rating by Self and Observer Text & References: • Organizational Behaviour.III (LEADING THROUGH TEAMS) Course Code: Course Objective: This course aims to enable students to: Understand the concept and building of teams Manage conflict and stress within team Facilitate better team management and organizational effectiveness through universal human values. Group (1996).. 1992 Edition. Charles: Team Management. Pfeiffer & Company • Smither Robert D. New Delhi • Dick. • Hoover.Harcourt College Publishers • LaFasto and Larson: When Teams Work Best.BEHAVIOURAL SCIENCE . Effective Small Group and Team Communication.) Theories and Models in Applied Behavioural Science. The Psychology of Work and Human Performance. Mc Cann & Margerison. Judhith D. Goal Analysis and Team Roles Module II: Team & Sociometry Patterns of Interaction in a Team Sociometry: Method of studying attractions and repulsions in groups Construction of sociogram for studying interpersonal relations in a Team Module III: Team Building Types and Development of Team Building Stages of team growth Team performance curve Profiling your Team: Internal & External Dynamics Team Strategies for organizational vision Team communication Module IV: Team Leadership & Conflict Management Leadership styles in organizations Self Authorized team leadership Causes of team conflict Conflict management strategies Stress and Coping in teams Module V: Global Teams and Universal Values Management by values Pragmatic spirituality in life and organization Building global teams through universal human values Learning based on project work on Scriptures like Ramayana. group Effective Team Mission and Vision Life Cycle of a Project Team Rationale of a Team. Gita etc. Mahabharata. MMSBS 20302 Credit Units: 01 Course Contents: Module I: Teams: An Overview Team Design Features: team vs. 2002. 1994. Response Books (Sage). Davis. Vol 2. Harper Collins College Publishers .

1.III Course Code: Course Objective: To enable the students to converse. political situation and economic opportunities available in Germany MMSGR 20301 Credit Units: 02 Course Contents: Module I: Modal verbs Modal verbs with conjugations and usage Imparting the finer nuances of the language Module II: Information about Germany (ongoing) Information about Germany in the form of presentations or “Referat”– neighbors. states and capitals.GERMAN . Tangram Aktuell A1/1. 2 & 3 Rosa-Maria Dallapiazza et al. important cities and towns and characteristic features of the same. 2 Braun. comparison with accusative case Dative case with the relevant articles Introduction to 3 different kinds of sentences – nominative. geography. read and write in the language with the help of the basic rules of grammar. Deutsche Sprachlehre für Ausländer P.L Aneja. To give the students an insight into the culture. Lernziel Deutsch Hans-Heinrich Wangler. Grundkurs . Deutsch Interessant. Sprachkurs Deutsch Schulz Griesbach. Deutsch als Fremdsprache 1A. which will later help them to strengthen their language. Nieder. and also a few other topics related to Germany. Schmöe. A telephone conversation Module VII: Directions Names of the directions Asking and telling the directions with the help of a roadmap Module VIII: Conjunctions To assimilate the knowledge of the conjunctions learnt indirectly so far Examination Scheme: Components Weightage (%) CT-1 15 CT-2 15 H-1 + V-1 10 EEI 60 Text & References: • • • • • • Wolfgang Hieber. accusative and dative pronouns in comparison Module V: Dative prepositions Dative preposition with their usage both theoretical and figurative use Module VI: Dialogues In the Restaurant. Module III: Dative case Dative case. accusative and dative Module IV: Dative personal pronouns Nominative. At the Tourist Information Office.

the role of salesperson has changed from being seller of products and service to a solution provider.Tapan Panda and Sunil Sahadev.. Method & Problem Module IV: Organising & Staffing Salesforce Size of the Salesforce. • Sales and Distribution Management. Christopher Power. Planning the Recruitment. Compensating the Salesforce. Bursnick and Spiro • Sales and Distribution Management-KK Havaldar and VM Cavale. Today. Emerging trends in Sales Management. Erffmeyer . Forecasting Approaches. Latest emerging trends and practices to be discussed. sales manager are looked upon as corporate team leaders who are able to manage sales across multiple channel formats. Forecasting Marketing Demand. • • • To introduce students to the concepts and theories of Advanced sales Management To develop an understanding of important selling skills such as Negotiation and Problem Solving.2008. David Mayer and H M Greenberg. • Management of Sales force. T M Hill . To help understand the various facets of the role of a sales manager. Credit Units: 03 Course Contents: Module I: Nature. They are expected to coordinate sales and distribution functions in order to achieve the goals of their organizations. 2007 • Smart Selling. Pearson Education References: • Sales Management-E Cundiff and N Govini 5th Edition.ADVANCED SALES MANAGEMENT Code:MMSMK 20301 Course Objective: In the fast changing. Making and Retaining Customers for Lifetime. Prentice Hall of India. Examination Scheme: Components Weightage (%) Group Project 10 Surprise Quiz (2) 10 Class Test 20 ETE 60 Text & References: Text: • Sales Management By Tanner . Selection of a Salesperson Module V: Training. Oxford. Stanton. techniques and practices related to sales in this era of higher customer orientation of businesses. Selling Situations and Selling Skills. Controlling & Evaluating the Salesforce Module VI: Emerging Trends in Advanced Selling Integrating Sales with Other functions of Management. Sales Quota –Type. role and importance of Sales Management Evolution of Sales Management to modern day. • What makes a good salesman. dynamic marketing environment of 21st century. Nature and importance of Sales Management. Motivating the Salesforce. Buying Situations and the Sales Process Module III: Management of Sales Territories and Sales Quotas Sales Territories –size & design. This advanced sales management program is meant to acquaint the aspiring sales managers with theories. Motivation & Compensation of Salesforce Managing the Sales Training Process. The Ten Commandments of Effective selling. Honeycutt. Negotiation & Problem Solving Module II: Managing Sales Information & Process Strategic Planning for Sales. concepts.

Developing Sales Promotion Campaign. Module V: Sales Promotion Concepts.ADVERTISING AND SALES PROMOTION Course Code: Course Objective: To familiarize students with advertising concepts and strategies. Tone. format. Advertising • Sandage. S Chand Publication. the methods and tools used. Nature. Ziegler. Scope. Process of Media planning. Advertising Theory & Practice • SL Gupta. Fryburger. Advertising Management. Benefits and Limitation of Sales Promotion. Media strategy – Factors of Media. Module VI: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. MMSMK 20302 Credit Units: 03 Course Contents: Module I: Advertising Introduction Advertising defined – Nature. types & levels of media planning. . Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • David Aaker. Role of advertising in Marketing Mix. Message designing – Style. Sales as an advertising objectives. Brand Equity. Advertising & Sales promotion. Advertising agencies – Client Agency relationships Module II: Setting Advertising Domain Setting Advertising objectives. Post-test – Various Tools & Applications. Types & Limitations of Advertising. DAGMAR Approach. A&M. Consumer promotion and sales incentives. Advertising • David Ogilvy. to evaluate advertising. advertising and positioning. Setting advertising budgets – Methods and factors. Winter. Module IV: Advertising Evaluation Pretest – Types of various Pretest Methods. Developing story board and finalizing message structure. Ratroll. Case studies Latest emerging trends and practices. Module III: Creative and Media Strategy Creative Strategy. Business World • Wright. Theme & Appeal. Advertising as industry. Trout and Ries. content. Types of sales Promotion Tools – Dealer Promotion . Myers and Batra References: • Magazines. Enabling them to develop advertising strategies and plans and to develop the judgment parameters required in product management. Process of developing Ad Campaign.

interactive transactions. individual Vs group decision making and buying center influences. Module III Buyer seller interactions. Business India. MMSMK 20303 Credit Units: 03 Course Contents: Module I Environment of industrial and consumer marketing. Module IV Industrial marketing communications. advertising. • Magazines. Module II The strategic perspective in industrial marketing. organizational buying process and organizational buying behaviour. publicity. Michael Porter’s generic options theory. the role of exhibitions and domestic and international contacts. Business Standard. economies of scale Vs economies of scope. Brand Equity. Industrial Marketing Management: A strategic view of business markets • Newspapers. OEM and impact on pricing policies. Assessing the market reach. Ralph S Alexander and James C Cross. Case Discussion. profile of an industrial buyer. Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • M. Hill. fragmented markets and their implications.INDUSTRIAL MARKETING Course Code: Course Objective: To understand how marketing for industrial good is different from the traditional marketing. Industrial Marketing by Richard. References: • Michael D Hutt and Thomas W Speh. the marketing intelligence. industrial establishment. sales promotion possibilities. Bidding. channel behaviour. commercial and institutional buying. sales culture overshadowing the marketing culture.Economic Times. Business World. organizational buying environment. To be aware of the success stories and failures in Industrial Marketing. Financial Express.Advertising and Marketing. industrial and consumer marketing. role of MIS and DSS and evaluating the marketing strategies and performances. the GE matrix. . tendering.

Physical Evidence and process in services: service-scapes. Definition and measurement of service quality.SERVICES MARKETING Course Code: Course Objective: Ever after the postindustrial era. GAP model. developing the service communication mix. Monitoring and measuring customer satisfaction. Growth of service industries. 2004. Understanding customer service. Macmilan Publishing • Kertz. Christopher & Wirtz Jochen. Price of services. E. Service blueprint components. Module II Managing knowledge in a service firm (Marketing research). Life time value of customer Module V: Service Quality: Assessment and improvement of service delivery Definition and measurement of customer satisfaction. Classification of services. classification of service industry. Service models. The course aims to introduce the concepts of services and marketing of services. MMSMK 20304 Credit Units: 03 Course Contents: Module I: Overview of services Concept of Services. Characteristics of services: The 4 I’s of services. political. Customer Retention: Complaint Handling and Service Recovery. SERVQUAL. Excel Books References: • Lovelock. Impact of technology in enhancing service competitiveness Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • C Bhattacharjee: Services Marketing. Customer Loyalty. Fundamentals of customer satisfaction. Services Marketing. Pearson Education • Woodruffle. Module III: Marketing Mix for Services Product. Services Marketing. 2004. social and competitive environment. Services Marketing. services environment. Buying behaviour of the service consumer family life cycle and services consumptions. & Clow. Biztantra Publishers . Module IV: Customer Retention through CRM Understanding customer expectations. David L. To draw a clear distinction between products and services and further make the students understand the complexities involved in handling services. Helen. service channels and distribution. Kenneth. services have grown immensely owing to the dynamic technical. Multi attribute model to understand consumer attitudes. the service delivery process. economic. The understanding of the concepts of services is very critical as they now form the backbone of a healthy organization.

Financial Express. motivation and Examination. Module V Marketing strategies. Module IV Marketing objectives. Sagar. policy. • Newspapers. • Magazines. Module VII Case Studies: ITC eChaupal. The Rural Marketing Book. principles of marketing as relevant to rural marketing changing concept of marketing.Advertising and Marketing. organizing for rural marketing and new product launch techniques for rural markets. Module III Transportation and communication. Rural Marketing. MMSMK 20305 Credit Units: 03 Course Contents: Module I Rural marketing an overview. Business World. To be aware of the success stories and failures in rural Indian Marketing. HLL Project Shakti. . Business Standard. Business India . Module VI Rural Market research and market information system and a glimpse of the future of rural marketing. Module II Features of rural markets/ infrastructure. advertising and sales promotion strategies for rural marketing and characteristics of pricing in rural markets for different products and factors influencing.Economic Times. sales target strategies.RURAL AND AGRICULTURAL MARKETING Course Code: Course Objective: To understand how is marketing done in rural India. products and services in the rural markets and channels of distribution and trade management. Biztantra References: • TP Gopalaswamy. DCM Haryali Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • Pradeep Kashyap & Siddhartha Raut. Brand Equity. profiles of urban/ customers and differences in their characteristics. sales management practices training.

Financial Projections and planning.ENTREPRENEURSHIP AND NEW VENTURES Course Code: MMSEL20306 Course Objective: The course will help the students to acquaint with the special challenges of starting new ventures. task and personality. Franchising. Examination Scheme: Component codes Weightage (%) P1 10 C1 10 CT1 20 EE1 60 Text & References: Text: • Lynne Milgram . John Wiley. • Peter Krass – Book on Entrepreneur’s Wisdom. networks and frameworks Module IV: Closing the window: sustaining competitiveness Maintaining competitive advantage. Sources of external support.Competitive Intelligence. Feasibility Analysis. Developing entrepreneurial marketing: Competencies. The strategic window of opportunity: scanning. Polgrave Publications. Debt. . the business plan as an entrepreneurial tool. Cost Benefit Analysis. Prentice Hall. • West Chris . Harvesting Strategies versus Go for Growth. opportunity recognition and entry strategies New product. Module III: Gaining commitment Gathering the resources. IDG Books Worldwide. A typology of entrepreneurs: Defining survival and success. Kogan Page. The entrepreneurial venture and the entrepreneurial organization Module II: Setting New Venture Making business Plan. Sponsorship and Acquisition. positioning and analyzing. Credit Units: 03 Course Contents: Module I: Concept of an entrepreneur and Entrepreneurship The entrepreneur’s role. The changing role of the entrepreneur: mid career dilemmas. Intellectual Property creation and protection. • Burton and Bragg – Accounting and Finance for your Small Business. References: • Allen.Managing Smart. venture capital and other forms of financing. introducing new product and service ideas. Report Writing for business Module II: Choosing a direction. John Wiley and Sons. Entrepreneurship as a style of management.Competitive Intelligence. Foster – Entrepreneurship for Dummies. New York • Cook Michelle & Cook Curtis .

Integrative in approach. Reasons for Conflict of Interests Among Stakeholders. Some Revealing Situations Module IV: Cross Cultural Management Systems and Processes Types of organizational culture.The Hindu. Consulting and performance. 1994. Separating Consulting Success from Consulting. ‘appraising Boardroom Performance. Module VI: Ethical Issues in Management Relationship among Various Stakeholders. Examination Scheme: Components Weightage (%) C 20 CT 20 EE 60 Text & References: Text: • Bareus S. Peter F. • Parekh.W. Cross. September / October 1987. Management Consulting Services.Cultural Perspectives. “The Real Meaning of Corporate Governance”. . Harvard Business Review. The Global Competitive Environment and the internal scene in India. Management Practice and Cultural Issues. Power and Politics. Geert Hofstede and Cross. War Game. Strength of organizational culture. Deepak S. Dutton 1992 • Kumar Mangalam Birla Committee Report on Corporate Governance – “Legislation alone is not enough”. 65. “activating adult committees”. ECONOMIC AND ETHICAL ISSUES Course Code: Course Objective: The course aims at bringing the students closer to reality by developing their understanding of the professional prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid discontinuous change in business environment. MMSGM 20401 Credit Units: 04 Course Contents: Module I: Introduction Modern Management Practices and Issues Involved. Developing Strategic and Tactical Plans and Subcontracting. Indian Management. Skills-set required for Management Consultants. Function of organizational culture. References: • Cadbury. Sir Adrian. • Drucker. Pricing of Consultancy. 2nd Edition. January-February 1998. Outsourcing Management Services and Evolution of Management Consultancy. &Wilkinson J. Disaster.SOCIAL. Importance of culture to the organization. Initiatives on Corporate Governance by the Governments. Emerging Opportunities in Various Sectors including Social Sector. August 1999. The global Political Situation. McGraw Hill. Economic Growth and Change Areas. Identification and Definition of Problem. “Managing the Future: The 1990s and Beyond”. David Finegold and Edward E Lawler III. Harvard Business Review. Corporate Governance and Ethics. Cultural Models. October 10..Cultural Issues Module V: Economic and Social Issues in Management Adaptation to Changing Environment in General and Economic Environment in Particular. Why Unethical Decisions Leading to Conflicts are Taken.W. Fact-Finding Leading to Solution Development and Implementation. • Cogner. “Shareholder – friendly steps” .MANAGEMENT IN ACTION . Jay A. Acquiring and Developing Talents for Consulting Module III: In-house Management versus Management Outsourced Why a Sense of Skepticism and Unease Towards Management Consultants. 1999. Cost versus Value of Advice. “Ethical Managers Make Their Own rules”. this course aims at developing not theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change and internal desire of management for stability. counseling Module II: The Process of Management Consulting Consulting Proposals.

38.G. “Managing Organizational Integrity”. R. Salmon W. “The Company Chairman”. How to Gear up Your Board”. Dr. Sir Adrian. NB . Dangerous Company.B. Doing Deals: Investment Banks at Work. Simon Schuster International Group 1990. JanuaryFebruary 1993. and Crane. October 1999.10. Director Books. Sodarn. “Transparency in Corporate Governance”. Kailash. D. No.J. Harvard Business Review.• • • • • • Paine. Eccles. Indian Management Vol. Cadbury. “Crises Prevention’s. Lynn Sharp. 1995. Harvard Business Review. McGraw Hill International James O-Shea. March – April 1994. pp 68-75.

Distinguishing Characteristics Module V: Applying Excellence Application of Excellence. placements.Excellence through common sense Management’ CRC Press. seminars. industry visits. ‘Phoenix without the ashes: achieving organization . Obstacles to Excellence. Practical Steps. corporate meet. This common sense approach combining self-examination surveys. conferences. Gary.MANAGERIAL EXCELLENCE Course Code: Course Course Objective: To help the students of Business Management believe in excellence and create an environment that cultivates the same. Rewarding Excellence Module IV: Excellence Indicators Types of Indicators. Professional Characteristics ] Module III: Achieving Excellence Instilling Excellence. publications etc. The main area to provide the practical exposure include small activities to a mega event such as guest lectures. Cultivating the Attitude &Developing the Habit for achieving excellence Module II: Excellence for Everyone & Excellence for Everything Recognizing the Qualities. practical exposure and team work is applicable. Self-evaluation of achievements Examination Scheme: Components Weightage (%) P1 10 C1 50 CT1 20 EE1 20 Text & References: • English. Internal. . management competitions. Excellence for Everything: External vs. alumni meet. class exercises. The course will be delivered as under: Class room 20% Practical 80% MMSGM 20402 Non Credit Course Contents: Module I: Introduction to Excellence Self-evaluation. Excellence Ethics. Managing Excellence. It aims at focusing on the basics and establishes a flexible strategic direction with a team-based organizational concept as they work to advance their team and their department. Definition of Excellence. This course is designed to provide hands on experience for professional success. Building Models.

The Dissertation plan or outline It is recommended that you should have a dissertation plan to guide you right from the outset. title. • clearly focused so as to facilitate an in-depth approach. date of publication. or formulating questions to be investigated. the dissertation plan generally provides a revision point in the development of your dissertation report in order to allow appropriate changes in the scope and even direction of your work as it progresses. and therefore helps build up your confidence. • Establishing the precise focus of your study by deciding on the aims and objectives of the dissertation. Planning the Dissertation This will entail following: • Selecting a topic for investigation. you have been thinking of a topic for some time. at an early stage of your work. There are several reasons for having a dissertation plan • It provides a focus to your thoughts. • Finally. the dissertation plan is an outline of what you intend to do. thinking and writing in a systematic and integrated way. place of publication and publisher are included. . The topic is the specific area that you wish to investigate. Making an accurate note of all quotations at the time you read them. • Ensuring that when recording sources. author’s name and initials. involving a systematic approach to gathering and analysis of information / data. Keeping records This includes the following: • Making a note of everything you read. You will need to ensure that your dissertation is related to your field of specialization. having an educational value at a level commensurate with the award of your degree The dissertation can be defined as a scholarly inquiry into a problem or issues. • Make clear what is a direct a direct quotation and what is your paraphrase. to make constructive comments and help guide the direction of your research. Few restrictions are placed on the choice of the topic. • Drawing up initial dissertation outlines considering the aims and objectives of the dissertation.DISSERTATION Course Code: MMSDI 20460 Credit Units: 09 The aim of the dissertation is to provide you with an opportunity to further your intellectual and personal development in your chosen field by undertaking a significant practical unit of activity. • It provides your faculty-guide with an opportunity. (You may consider starting a card index or database from the outset). • The writing of a plan is the first formal stage of the writing process. and perhaps. It is important to distinguish here between ‘dissertation topic’ and ‘dissertation title’. Workout various stages of dissertation • Devising a timetable to ensure that all stages of dissertation are completed in time. subject to the availability of adequate sources of information and to your own knowledge. • In many ways. Normally we would expect it to be: • relevant to business. with plenty of time left for changes. Selecting the Dissertation Topic It is usual to give you some discretion in the choice of topic for the dissertation and the approach to be adopted. Deciding this is often the most difficult part of the dissertation process. The title may not be decided until the dissertation has been written so as to reflect its content properly. chapter wise and therefore should reflect the aims and objectives of your dissertation. leading to production of a structured report. Consider very carefully what is worth investigating and its feasibility. defined broadly. • of value and interest to you and your personal and professional development. the plan encourages you to come to terms with the reading. including those discarded. Essentially. The timetable should include writing of the dissertation and regular meetings with your dissertation guide. • related to one or more of the subjects or areas of study within the core program and specialisation stream.

you should give a list of all the references you have used. No6. Is this based on up-to-date developments in the topic area? 5. Prentice Hall. • Next to follow should be a synopsis or abstract of the dissertation (approximately 500 words) titled: Executive Summary • Next is the ‘acknowledgements’. Do the conclusions relate well to the objectives of the project? 9. Journal of Business Finance and Accounting. methodological issues and problems.Dissertation format All students must follow the following rules in submitting their dissertation. • After this concluding chapter. a discussion of their implications.references with your text.25 inches/ 3 cm Guidelines for the Assessment of the Dissertation While evaluating the dissertation. the objectives of the dissertation. do these constitute parts of a whole? 3. International Financial Management. pp 791-832. New York. For books. possibly with a suggestion of the direction of future research on the area. the following details are required e. The limitations of the dissertation should also be hinted in this chapter. The Investment Trust Discount Revisited. on a critical review of the previous relevant work relating to your major findings. graphs and tables giving titles and page references.5 cm. • Second page should be the table of contents giving page references for each chapter and section. Has the student developed an appropriate analytical framework for addressing the problem at hand. Are the techniques employed by the student to analyse the data / information appropriate and relevant? 7. 1996. These should only include relevant statistical data or material that cannot be fitted into the above categories. For articles from journals. 2. Has the student collected information / data suitable to the frameworks? 6. Draper P and Pandyal K. 1996 • Finally. These should be cross . Has the student been regular in his work? 10. • Front page should provide title. Has the student succeeded in drawing conclusion form the analysis? 8. If there is more than one objective. you should give any appendices. the rationale for the dissertation. • Chapter I should be a general introduction. author. Examination Scheme: Contents & Layout of the Report Conceptual Framework Objectives & Methodology Implications & Conclusions Viva/ Presentations TOTAL 30 10 15 15 30 100 . • Other chapters will constitute the body of the dissertation. • The next page should be the table of appendices. giving the background to the dissertation. 3rd Ed. Vol18. 1991. the plan. faculty guide will consider the following aspects: 1. The number of chapters and their sequence will usually vary depending on.g. left and right margins: 1. among others. the following details are required: Levi. M. and conclusions. 4. Name of degree/diploma and the date of submission. Nov. Layout of the written report.5 • Top and bottom margins: 1 inch/ 2. The Layout Guidelines for the Dissertation • A4 size Paper • Font: Arial (10 points) or Times New Roman (12 points) • Line spacing: 1. Has the student made a clear statement of the objective or objective(s).

FDIs and Retail Management makes global communication a harsh reality and offers cultural communication challenges. Also. Thomson Understanding Human Communication. Receiver and Situation related barriers Measures to overcome the barriers Listening skills Module III: Cross cultural communication Characteristics of culture Social differences Contextual differences Nonverbal differences Ethnocentrism Note: 1 written test of 20 marks of one hour duration will be conducted. each student will be required to make a presentation for 20 marks over and above the teaching hours. MMSBS 20401 Credit Units: 01 Course Contents: Module I: Importance of Culture in Communication Principles of effective cross cultural communication Developing Communication Competence Module II: Barriers to effective communication Sender. Adler R Oxford . Oxford Business Communication for Managers: An Advanced Approach.IV Course Code: Course Objective: The influx of multinationals. 9/e. Penrose.BUSINESS COMMUNICATION . They will have to be programmed accordingly. Raman – Prakash. This course is designed to inculcate transcultural communication skills among the young Amitians. Text & References: • • • Business Communication.

conferences. • Kamalavijayan. Delhi . The Psychology of Work and Human Performance.) Module VI: End-of-Semester Appraisal Viva based on personal journal Assessment of Behavioural change as a result of training Exit Level Rating by Self and Observer Text & References: • • • J William Pfeiffer (ed. events. time management. Macmillan India Ltd.) Theories and Models in Applied Behavioural Science. seminars. 1994. Culture. events.T. conference. Information and Knowledge Management. seminars. Group (1996). handling criticism.IV (PERSONAL AND PROFESSIONAL EXCELLENCE) Course Code: Course Objective: This course aims at imparting an understanding of: Build and leverage your professional reputation Maintain focus in pressure situations Make a balanced choice between professional and personal commitments MMSBS 20402 Credit Units: 01 Course Contents: Module I: Individual. Society and Nation Individual Differences and Dimensions of Personality Socialization Process Relating to the Nation: Values. (2003) Knowledge Management: A Resource Book. Harper Collins College Publishers Raman. strength & style Analyzing choke points in your personal processes by analysis in area of placements. A. projects extracurricular Activities etc. extracurricular activities. Delhi. Excel Books. D. Vol 2. Organizational and Environmental Personal Styles and strategies of coping Module V: Professional Success Building independence & interdependence Reducing resistance to change Continued reflection (Placements. projects etc. Religion Sense of pride and Patriotism Managing Diversity Module II: Components of Excellence Personal Excellence: Identifying long-term choices and goals Uncovering the talent.BEHAVIOURAL SCIENCE . Pfeiffer & Company Smither Robert D. (2005). interruptions and time wasters Module III: Career Planning Knowing one’s Interest and Aptitude Identifying available Resources Setting goals to maintain focus: Developing Positive attributes in personality Self-reliance and Employability skills Module IV: Stress Management for Healthy Living Meaning and Nature of Stress Stages of stress Causes and Consequences of stress: Personal.. Developing professional power: Goal-setting.

Intermédiaire. que. propositions complétives : je pense que…. où. relatifs qui. emploi du passé composé et de l’imparfait 3.98) Passer un entretien d’embauche.FRENCH . Campus 2 – P. 106 Rédiger un résumé (Cf. pour. pendant. je crois que … 5. il y a. past and future • to express emotion • to accomplish simple tasks of day-to-day programmes • to prepare résumé MMSFR 20401 Credit Units: 02 Course Contents: Unité 7: pp. indicateurs de temps : depuis.Com. donner son avis 5.p.100 Contenu lexical: Unité 7: Tranches de vie 1. pronom en de quantité. rapporter des événements marquants d’une vie professionnelle 4. évoquer un souvenir 2.Com. pronom y Examination Scheme: Components Weightage (%) V 10 H 10 CT 20 EE 60 Text & References: le livre à suivre : Français. Intermédiaire – p. en 4. Français. Français. faire des projets Contenu grammatical: 1. raconter une histoire 3.IV Course Code: Course Objective: To strengthen the language of the students with both oral and written To provide the students with the know-how • to master the tenses – present. mise en relief.Com (Débutant) . chaque/chacun 2. formation de l’imparfait. expliquer une situation de stress.6. futur simple.

usage and applicability Usage of this tense to indicate near past Universal applicability of this tense in German Module II: Letter writing To acquaint the students with the form of writing informal letters. statt. Deutsch Interessant.1. trotz) Module VIII: Picture Description Firstly recognize the persons or things in the picture and identify the situation depicted in the picture. Deutsche Sprachlehre für Ausländer P. read and write in the language with the help of the basic rules of grammar.GERMAN . Examination Scheme: Components Weightage (%) CT-1 15 CT-2 15 H-1 + V-1 10 EEI 60 Text & References: • • • • Wolfgang Hieber. Sprachkurs Deutsch Schulz Griesbach. political situation and economic opportunities available in Germany. geography.L Aneja. Module III: Interchanging prepositions Usage of prepositions with both accusative and dative cases Usage of verbs fixed with prepositions Emphasizing on the action and position factor Module IV: Past tense Introduction to simple past tense Learning the verb forms in past tense Making a list of all verbs in the past tense and the participle forms Module V: Reading a Fairy Tale Comprehension and narration Rotkäppchen Froschprinzessin Die Fremdsprache Module VI: Genitive case Genitive case – Explain the concept of possession in genitive Mentioning the structure of weak nouns Module VII: Genitive prepositions Discuss the genitive propositions and their usage: (während. Tangram Aktuell A1/1. Introduction to Advanced Grammar Language and Professional Jargon MMSGR 20401 Credit Units: 02 Course Contents: Module I: Present perfect tense Present perfect tense. which will later help them to strengthen their language.2 • . Lernziel Deutsch Hans-Heinrich Wangler.IV Course Code: Course Objective: To enable the students to converse. To give the students an insight into the culture. wegen. Secondly answer questions of general meaning in context to the picture and also talk about the personal experiences which come to your mind upon seeing the picture. 2 & 3 Rosa-Maria Dallapiazza et al.

Schmöe. Nieder. Grundkurs .• Braun. Deutsch als Fremdsprache 1A.

IV Course Code: Course Objective: To enable students acquire working knowledge of the language. grammar. to give them vocabulary. doler Module III Imperatives (positive and negative commands of regular verbs) Module IV Commercial/ business vocabulary Module V Simple conversation with help of texts and vocabulary En la recepcion del hotel En el restaurante En la agencia de viajes En la tienda/supermercado Examination Scheme: Components Weightage (%) C-1 10 CT 20 V 10 EEI 60 Text & References: • Español Sin Fronteras (Nivel – Elemental) .SPANISH . Parecer. MMSSH 20401 Credit Units: 02 Course Contents: Module I Revision of earlier semester modules Introduction to Present Continuous Tense (Gerunds) Module II Translation with Present Continuous Tense Introduction to Gustar. voice modulations/intonations to handle everyday Spanish situations with ease. Apetecer.

IV Course Code: Course Objective: To enable the students to comfortably interact using basic Japanese. At a ticket vending machine etc Module IV Essays. MMSJP 20401 Credit Units: 02 Course Contents: Module I Comparison using adjectives. and self-do assignments. to be able to write all the foreign words in Japanese. Note: Teaching is done in roman as well as Japanese script. audio-aids. students will be taught katankana (another form of script) in this semester i. Meetings. Methods of Private study /Self help   Handouts.JAPANESE . writing formal letters Learning Outcome  Students can speak the language describing above-mentioned topics. Students are also encouraged to attend Japanese film festival and other such fairs and workshops organized in the capital from time to time. Party. role-plays. After work.e. Examination Scheme: Components Weightage (%) C-1 10 CT 20 V 10 EEI 60 Text & References: Text: • Teach yourself Japanese References: • Shin Nihongo no kiso 1 . making requests Module II Seeking permission Module III Practice of conversations on: Visiting people.

Basic dialogue on – Do u like Chinese food? Basic dialogue on – I am planning to go to China. Module III Going to a friend house for a visit meeting his family and talking about their customs. An educate person in China can probably recognize around 6000 characters. takes temperature and writes prescription. Electronic items Module II Traveling – The Scenery is very beautiful Weather and climate Grammar question with – “bu shi …. Ma?” The construction “yao … le” (Used to indicate that an action is going to take place) Time words “yiqian”.000 characters the vast majority of which were rare accumulated characters over the centuries. the language of Mainland China. The course aims at training students in practical skills and nurturing them to interact with a Chinese person. I cant go the airport to see you off… etc. Module IV Shipment. The adverb “geng”. “yiwai” (Before and after). Progressive aspect of an actin “zhengzai” Also the use if “zhe” with it. To welcome someone and to see off someone …. Aspect particle “guo” shows that an action has happened some time in the past. the doctor examines.CHINESE – IV Course Code: Course Objective: How many characters are there? The early Qing dynasty dictionary included nearly 50. The course aims at familiarizing the student with the basic aspects of speaking ability of Mandarin. MMSCE 20401 Credit Units: 02 Course Contents: Module I Dialogue Practice Observe picture and answer the question Pronunciation and intonation Character writing and stroke order. Is this the place to checking luggage? Basic dialogue on – Where do u work? Basic dialogue on – This is my address Basic dialogue on – I understand Chinese Basic dialogue on – What job do u do? Basic dialogue on – What time is it now? Module V Basic dialogue on – What day (date) is it today? Basic dialogue on – What is the weather like here. Part-2” Lesson 31-38 . Fallen sick and going to the Doctor. Examination Scheme: Components Weightage (%) V 10 H 10 CT 20 EE 60 Text & References: • “Elementary Chinese Reader.

. 5 Es of Experiential Marketing. Module V: CRM Strategies Strategies for Customer Retention. Types of Customer Experience. which in turn will enable them to occupy some of the positions like: Customer Care/ Customer Relationship Managers in various B 2 B and B 2 C organizations. measuring and enhancing customer relationships. Study of Different CRM Software. EXQUAL-Instrument for measuring customers perception of ‘Experiential Quality’. Programs and strategies for RM.. Key issues in Customer Loyalty. A Framework for Experiential Marketing. Challenges in eCRM Software Implementation. Creativity & Innovation in Customer Service. Module III: Customer Experience Marketing Types of CRM. • Develop Managerial insights into the role.M. Definition of Key Account Management (KAM). the course aims to: Enhance the understanding of various strategic and tactical approaches. eCRM Feature. Loyalty towards Brand. Strategic Customer Service. Kick Starting the Loyalty Process.. Module VI: CRM on Web & Software eCRM and Portal. MMSMK 20401 Credit Units: 03 Course Contents: Module 1: Introduction to CRM & Managing Key Customers Concept & Philosophy of CRM. Types of Customers. Module V: Customer Loyalty Through CRM Meaning of Customer Loyalty. Integration of Front End with back end implementation. Winning Strategies of Customer Loyalty. Linkage towards CRM. Defining and selecting key accounts. Module II: Relationship Marketing Evolution and Growth of R. Rationale and Benefits of CRM. . Planning. • Provide Exposure to the Latest technologies used in CRM. Customer Life time Value: Concept and Measurement. organizing and implementing strategies for key account management. Creativity and Innovation in Customer Loyalty. Delivering Compelling Customer Experiences. Well established Customer Loyalty Practices based on Sectoral Classification. Requirement. tools and support systems that companies are implementing to develop effective relationship with key customers. Extending the concept of Relationship to achieve competitive advantage. To address these objectives. value and prospects of CRM in the process of forming. Process . Strategies for Service Recovery and Complaint Management. thereby inculcating in them the “CRM MINDSET”. Steps for Profitable Loyalty Building. Measuring Equity in Customer Relationships. CRM Metrices. managing.CUSTOMER RELATIONSHIP MANAGEMENT Course Code: Course Objective: The course aims to help our student understand the concept and practice of CRM. Module IV: Creating Customer Value through CRM Customer Value. CRM Strategies for Key Relationship Management.

Harvey . McGraw Hill . Venkata & Somayajulu. Customer Relationship Management. Excel Books Thumpson. 2004. Jill. John F. Biswajeet & Niranjana. New Delhi • Dyche. Phagu &Kumar. 2004. Pearson Education References: • Lytle. Relationship Marketing Text & Cases. Future Organization . Tata McGraw Hill.Excel Book • Ramana.Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • Shajahan K. What Do Your Customers Really Want?. Excel Books • Pattanayak. Tarun. A Business Guide To Customer Relationship Management. G. V.The Customer Centered Enterprise.

Module V Defining Shopping Mall. Busking Licences. fixtures. space / layout. The emporium. The Space mix: (Single goods. Single Size Denomination. Electronic Data Interchange. Warehouse Management. merchandise. Destination/Free Standing Location.. Community. etc. Retail Formats and their Characteristics viz. Value Chain Visual Merchandising and Displays: Planning the Visual Merchandising Theme and Creating Displays. Customer Profile. Merchandise. Shopping Centre/mall Location. Peaceful assembly / rally. Specialty Store. Vehicle access permits Characteristics of typical Neighborhood. Formats: Super market. SHOPPERS' STOP etc. The Bazaar. Some examples of Retail Stores viz. . Warehousing and SCM: Vendor Management. Retail Accounting and Cash Management Module IV: Information Management Retail Technology and Retail Automation. Planned Shopping Centers/ Malls. Medium to high rental cost (Examples: DLF Mall in Delhi. Location Mapping. The Plaza. impulse purchase Merchandise).High-Street Location. How Shopping Mall differs from other Retail Formats in characteristics such as Location. Retail Selling Process. Retail Scenario (Globally and in India). Positioning for Differentiation. Marketing: Build Store Brand. Design and Layout Store Planning: Location Planning.. Arranging Display Fixtures and Lighting. designated parking area. Be mindful of shopping basket. The Mall. and Crossroads in Mumbai) Strengths and Weaknesses of the Mall Format Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits. Training Personnel on Sales floor to create Displays. Merchandising and Buying and their effect on ROI. ARCUS. students taking the course will develop a fundamental understanding of retail consulting. Plan the lay-out smartly. Niche conveniences Shopping Centre / Mall Location: Existing mall traffic. Location Parameters. Spencer Plaza in Chennai. Key Drivers of Retailing in India. The course can also benefit students interested in starting their own consulting firm. Outdoor dining permits. Stop-Over. constraints. Evolution of Retailing through the Four Gears. type. visual. The Effective Retail Space Management: (Store Layout: the circulation path) Module III: Store Operations POS (Point of Sale) / Cash Process. Organizing merchandising units such as Racks and Shelving Strategic Store Planning and Project: (Store location assessment. Sensitive mall management. Direct Marketing CRM. convenience goods. Transportation. This includes developing an understanding of the challenges and opportunities faced by professionals and companies in this sector of the consulting industry.-Site Selection Store Design and the Retailing Image Mix: (employees. the course is designed to foster the development of the student’s critical and creative thinking skills. POS and Back-end Technologies.RETAIL AND MALL MANAGEMENT Course Code: Course Objective: The primary objective of the course is to have students develop marketing competencies in retailing and retail consulting. Construction and fit-up). sound. merchandise. Administration and Facilities. Visit to some reputed Retail Stores/Outlets in around Delhi. Organized Retailing in India. Kiosk Module II: Store Planning. Location. Besides learning more about retailing and retail consulting. design and layout. Retail Advertising. Students taking the course will develop a fundamental understanding of retailing and come away with a fundamental appreciation of the problems. Retail Floor and Shelf Management. Working with Floor Plans and Store Requirements. Space / Layout. clean environment. ANSAL PLAZA. density etc. LIFE-STYLE.). Simultaneously. and Regional types of U. GRN. Sales Promotion. Merchandise Management Cycle. Customer profile etc. Departmental Store. Entertainment as Customer Value in Malls Module VI Lessons from the experience of Crossroads in India: Define the target audience clearly. The course is designed to prepare students for positions in the retail sector or positions in the retail divisions of consulting companies. Customer Service and Accommodation. Arranging Props and Displays.S. Inter-Transfer Note (ITN). and opportunities faced by retailers. Setting the lease rental appropriately. Growth of Retail Business / Outlets in India. The Human Resource Factor. odour. MMSMK 20402 Credit Units: 03 Course Contents: Module I Define Retailing. Setting up Stores before Opening.

Quasi..Cater to the internal customer. Retail Management. Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: • • • • • R Vedamani & Gibbson . Module VII: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. Thomson. Wal-Mart. etc. Tata Mc-Graw Malcom. Images Retail magazine . Case studies Latest emerging trends and practices. Retail Marketing. Retail. Jaico publications Patrick M & Robert Retailing.Mall . DDF. Visit to DLF Mall and City Center. Stories of some great malls world-wide viz.Is this the right format for India?. Thompson press James & Ron Hasty.

TV/ Radio. Module IV: Direct Marketing into Business B to B Marketing. Future of Direct Marketing. marketing. Newspaper. Co-Ops.Modeling for business decision support. offer. Managing Direct Sales Force.DIRECT MARKETING Course Code: Course Objective: Direct marketing is quickly becoming an integral part of the marketing strategies of general marketing as well as the method of operation of traditional direct marketers. Integrated Direct Marketing. Overview of E-commerce. Strategic & Direct Marketing planning. Telemarketing. Consumer & Business mailing list. Objectives of Direct Marketing. Edward L. References: • Nash. Module V: Direct Marketing Implementation and Control Marketing Intelligence. Advantage & Disadvantage of Direct Marketing. Case studies Latest emerging trends and practices. Tata McGraw Hill . Direct Marketing Hand Book. Making a lead generation programme. Module III: Managing the Creativity Process in Direct Marketing Introducing Creative Practices and techniques. Innovation through Creativity & testing The Strategic drivers of Creative Practices.Magazines. Basic Steps of Managing catalogue & print advertising. Module II: Analyzing & Encashing Marketing opportunities for Direct Marketing Research design for direct marketers. The course focuses on the marketing perspectives and technologies that are distinctly direct marketing and with the interrelationship of direct marketing with the general marketing field. Internet E-communications. MMSMK 20403 Credit Units: 03 Course Contents: Module I: Conceptual Framework of Direct Marketing Basics and scope of Direct Marketing. Business. The Customer Database: Analysis and Application. Direct Marketing Creativity. Media of direct marketing. Mathematics tool for control in Direct Module VI: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • Bob stone & Ron Jacobs Successful Direct Marketing Methods Tata McGraw Hill.

Marketing of Financial services:V. Overview of various financial services in India Module 2 Insurance-Meaning. history and current market scenario –Indian and global. Fund Structure. concept of hybrid funds. Module 3 Mutual funds-Meaning.Merchant banking.Avdhani 3.concept of cross selling . Venture Capital Funds .Impact of technology on bank marketing. Financial planning process. advantages .introduction to IRDA. Marketing Financial services-Mary Ann Pezzullo 2. There functioning. Other investments. Risk management –Strategy to cover risk .MARKETING OF FINANCIAL SERVICES Course Code: MMSMK-20404 Course Objective: The course aims to help our student understand the concept and practice of Financial services in India. various types of insurance. Debt funds and types of Debt schemes. Marketing Channels & selling Strategies followed by insurance sector in India. Credit cards. Types of mutual funds. Books for Reference: 1. understanding the financial products .A. Module 5 Introduction to housing finance. Registrars. Financial Services is the fastest growing sector and offers the Maximum Opportunity of growth for Students Credit Units: 03 Course Contents: Module 1 Management of financial services. introduction to Various bank products Selling bank products . sales distribution channels. Module 4 Retail bank products-Meaning of banking business. Module 6 Introduction to the Stock Market & Commodity Markets . custodian. Financial services-MY Khan-(TaTa) . Mutual funds Vs. Introduction to the role and responsibility of Asset management company. Types of equity funds/Growth funds.

Management and controls. Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • Gengiz Hakserver. Service Management & Operations References: • Rust.SERVICE OPERATIONS MANAGEMENT Course Code: Course Objective: The objective of the course is to understand the growing significance and impact of services on the growth and economy and the scientific ways to run the operations so as to optimize the business and brand returns. Service Marketing . Barry Rendes. Creating loyal customers through services. Service Marketing • Kenneth E. Tools and techniques for total quality and continuous improvements. Loyalty tracking. Design and development of service products and delivery systems. Customizing services. Technology impact. Service business and delivery network. Productivity and performance measurements Module IV: Service Business Model Service Business model understanding and significance. Speed and quality of services. Total Quality Systems. Brand significance and impact on businesses Nature of services and service products. MMSMK 20405 Credit Units: 03 Course Contents: Module I: Service as Strategy Concepts and understanding. customer centric operations and building services for competitive advantage. Zahorik & Keiningham. Robert Russel & Robert Murdich. segmenting services. Kurtz. Module II: Building and Development of Service Systems Standard and branded services. Human Resource in Services Module III: Operating Service Systems Managing Demand and supply of services. taking services to the doorsteps of customers. Clow & David L. connectivity and brand value creation through outsourced network Module V: Building Customer Loyalty Understanding and significance of customer loyalty. Service Value chain Outsourcing and its management.

Case studies Latest emerging trends and practices. Module III: Supply Chain – Management & Function From domestic to global supply chains. Communication and Control. Demand Volatility. Building blocks of supply chain network. International Transportation Issues. Also. Supplier Network Development. warehouse or transportation practices. Third Party Logistics (3PL). Vertical Integration Issues. Use of information technology and internet will be highlighted so as to enable students to design supply chain for competitive advantage. POS & EDI. Technology. Supply Chains in various industries. Module V: Best Practices in Supply Chain Management Benchmarking supply chain management. Operational & tactical decisions in supply chain management. Centralized and Decentralized Logistic Management. Sand Cone Model – importance & implementation.SUPPLY CHAIN COMPETITIVENESS Course Code: MMSMK 20406 Course Objective: With increasing competition and lesser product differentiation. Inventory Management. Packaging and Unitization Issues. N Rangaraj .techniques & tools. Cross docking & warehousing issues. . Information technology in managing supply chain. Module VI: Retial Supply Chain Management Challenges faced by Indian retail sector. Objectives & Scope. VMI. Need & importance of integrated supply chain. material handling & Outsourcing decisions. Strategic. Issues influencing Supply chain design. Reverse logistics. Live project to be undertaken starting with conception of idea to final execution. Supply Chain optimization.T. and Operation : Sunil Chopra and Peter Meindel. companies are focusing on supply chain management to achieve competitive advantage.logistical. Make-or-buy Module II: Logistics Management Systems Concept. competition & technology related.) Global Shipping. Multimodal Transport Operator (M. The System Elements. Integrating the concepts with other functions of Management Module IV: Supply Chain Performance & Design Performance measurement. management & product related. 2002 Logistics and Supply Chain Management: G Raghuram. Global Standards. Prentice Hall of India. Credit Units: 03 Course Contents: Module I: Supply Chain – Overview “Soil-to-dust”Concept of supply chain. Reefers & the cold chain. The course aims to familiarize students of modern systems and procedures in supply chain management. Examination Scheme: Components Weightage (%) P-1 10 C-1 10 CT-1 20 EE 60 Text & References: Text: • • Supply Chain Management: Strategy. Warehousing. to develop their closer and better understanding of logistics activities & their criticality in managing efficient supply chain. Best practices in Supply Chain Management will be studied across industries with special focus on retailing sector. Planning. Bullwhip Effect. Manufacturing.O. FMCG & perishible product requirements.

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