Paper Code: MBA-136 STRATEGIC MANAGEMENT

Credit = 4
Marks = 100
Objective: The objective of this course is to create in depth understanding of various corporate
strategies,
their formulation, implementation and process of change in strategies. Further the course will enable
students to appraise various strategies issues.

SECTION – A
Introduction: Conceptual framework of strategic management, Strategic formation process,
Approaches to strategies decision making, Pitfalls, Techniques for improvement, Mission, Objectives
and Goals: Significance, Characteristics and formation of Missions, Objectives and Goals, Porter’s
five force model and strategies groups, Competitive advantage, Distinctive Competencies,
Organizational Analysis through Internal Scanning: Value chain analysis, Organization structure
and culture, Various strategies issues.

SECTION – B
Strategy Formulation: SWOT analysis, Strategies Factor Analysis Summary (SFAS), TOWS
matrix,
Corporate Strategy: Stability, Profit, Growth, Concentration, Diversification, Cost leadership,
Differentiation, Focus, Life cycle effects, Tactics, Functional Strategy: Marketing, Financial,
Operation, Human resource, Research and development, Risk culture, Strategy in global environment.

SECTION – C
Building and Restructuring Business: Start up route, Acquisition, Joint venture, Merger, Takeover,
Restructuring, Retrenchment, Divestment, Harvest, Liquidation, Turnaround strategy, Strategic
Choice: Concept, Process, BCG Matrix, GE matrix, Corporate parenting, Process of strategic choice,
Balance scorecard, Implementation of Strategy: Designing of structure, Designing of effective
control system, ISO 9000, Strategic system, Strategic change process.

SECTION – D
Techniques of strategic evaluation and control, Strategic issues in technology management,
Entrepreneurial ventures, Issues in non-profit organization issues, Issues in evaluation and control,
Popular strategies of non-profit organizations.

Suggested Readings:
1. Hill and Jones: Strategic Management, Houghton Miffin Publication
2. Glueck: Business Policy and Strategic Management, Tata McGraw Hill Publication
3. Thomas: Strategic Management, Harper and Row.
4. Jeyarathnam Strategic Management, Himalaya Publishing House
5. Sharplin Strategic Management, Tata McGraw Hill Publication
6. Francis Strategic Management, Himalaya Publishing House
7. Colin White Strategic Management, Palgrave Macmilan.
Paper Code: MBA-146 INTERNATIONAL BUSINESS MANAGEMENT
Credit = 4
Marks = 100
Objective: To enlighten the students on International Business Environment, which includes
international Financial Management, International Marketing and International currency and to study
the impact of globalization on Indian Industry.

SECTION – A
Introduction to International Business: Dynamics of International Business, International Trade
Theories and Business Implications, Process of Globalization.

SECTION – B
Strategies and Structures of International Business: International Business Strategies,
Organizational Structures and Strategies of International Business, International Entry Strategies,
Strategies Alliances.

SECTION – C
International Business Functions: International HRM, International Finance; International
Marketing: Planning for International Marketing – Overseas Marketing Research and Information
System, Foreign Market Entry Strategies, International Operations Management.

SECTION – D
Emerging Issues: Emerging Economies, E-business, Operating in a Borderless World, Export
Promotion, Export documents and Procedures, Export Risk Insurance; Major problems of Indian
Export Sector.

Suggested Readings: -
1. John D. Daniels, Radebaugh and Sullivan: International Business Environment and operations,
Pearson Education.
2. Michael RC Zinkola, IIKKA A. Ronkainen and Michael H. Moffett: International Business.
3. S. Tomer Cavesgit, Gary Knight and John R. Riesenberger: International Business strategy,
management and the new realities, Pearson Ed.
4. Palgrave Macmillan: The International Business Environment-Global and Local Market Places in a
changing world, 2nd Ed.
5. Rakesh Mohan Joshi: International Business, Oxford University Press.
6. M.K. Bhat: International Trade and Financial Environment, Anne Books Pvt. Ltd
Paper Code: MBA-M156 MARKETING STRATEGIES AND MANAGEMENT
Credit = 4
Marks = 100
Objective: The objective of the course is to impart knowledge on the various dimensions of strategic
marketing as applicable to the market leader, defender and new entrants.

SECTION - A
Expanding total market, dealing with competition: Identifying and analyzing competitors, Defending
and expanding market share. STP Strategy and its inputs; Assessing marketing capabilities of
competitors. Understanding requirements of consumers. Developing brand loyalty and measuring
brand equity.

SECTION - B
Central role of strategic planning, Corporate and Division strategic planning, Trends in marketing
practices, internal marketing, socially responsible marketing, Scanning the marketing environment.
Identifying market structure and trends.

SECTION - C
Role of Integrated Marketing Communications (IMC), Designing, Objectives Setting and Budgeting
for IMC programs, developing effective communications, Managing Mass Communications: Events,
experiences and public relations, measuring media effectiveness.

SECTION - D
Formulating marketing strategies for sustainable competitive advantage, Three ‘C’ framework,
Strategic alliances for market expansion and penetration; Competing on a global basis. Market
Challenger strategy, market follower strategy, and niche strategy. Marketing Strategies for domestic
and global companies.

Suggested Readings:
1. M.J. Xavier: Strategic Marketing, Response Books Publications, New Delhi-1999
2. Rajeev Batra, John Myers and David Aaker: Advertising Management, 5th Edition, Pearson Edu.
3. Mahendra Mohan: Advertising - Concepts and cases, Tata McGraw Hill
4. Philip Kotler: Marketing Management - A south Asian Perspective, Pearson Edu
Paper Code: MBA-M166 INTERNET MARKETING
Credit = 4
Marks = 100
Objectives: (i) To develop an understanding of Internet Marketing (ii) To get overview of ethical and
legal aspects related to the digital age marketing.

SECTION – A
Introduction to Internet age and marketing, marketing in an information-intensive environment,
Customer behavior in the future, the internet and international marketing

SECTION – B
Implications of the Internet age for marketing, implications of the Internet for Consumer Marketing,
Data mining in marketing

SECTION – C
Improving marketing productivity in the Internet Age, product innovation in the Internet age,
developing products on Internet time, Reintermediation and disintermediation in the internet age,
pricing in the internet age, advertising in the internet age, sales and customer and customer service in
the internet age, building meaningful relationships through dialogue

SECTION – D
Ethical, Legal, and Social impact, issues and challenges facing public managers, privacy in the
information age: stakeholders, interests, and values, a framework for Patents and copyrights in the
Digital Age.

Suggested Readings: -
1. Jagdish N. Sheth, Abdolreza Eshghi, Balaji C. Krishnan: Internet Marketing, Harcourt College
Publishers, 2001
2. Dave Chaffey, Richard Mayer, Kevin Johnston: Internet marketing: strategy, implementation and
practice, Financial Times Prentice Hall, 2000
3. Barry Silverstein: Business to business Internet marketing: seven proven strategies for, Jim Hoskins
Publishers
4. Tom Vassos: Strategic Internet marketing , - Que Publishers, 1996
Paper Code: MBA-176 FRANCHISING
Credit = 4
Marks = 100
Objectives: The objective of this course is to create an indepth understanding of Franchising and the
legal
aspects related to Franchising.

SECTION – A
Definition of franchising, History and Overview, Types of Franchises, Advantages and Disadvantages
to Franchisor, Advantages and Disadvantages to Franchisee, Elements of a Successful System.

SECTION – B
Choosing Franchisees: Right Profile of choosing franchisees, Sources of Revenue, The Role of Real
Estate, Infrastructure/Services Provided, Profit Pie to Share, Multi-Level Franchising, Company
Owned Stores.

SECTION – C
Multi-Concept Franchises, Market Development/Encroachment, International considerations,
Enforcement of Standards.

SECTION – D
Franchise Legal Documents, Trademarks, Copyrights, Patents, & Trade Secrets, Transfer/Exit
Strategy, Succession (Family Issues), Termination

Suggested Readings: -
1. Steven Rogers, Roza Makonnen: The Entrepreneur’s Guide to finance and business, McGraw Hill.
2. Harold Brown: Franchising: realities and remedies, Law Journal Press, New York, 1981
3. Joe Mathews, Don DeBolt, Deb Percival: Street smart franchising, CWL Publishing Enterprises
Inc.
2006
4. Stephen Spinelli, Robert Rosenberg, Sue Birley: Franchising: Pathway to wealth creation, Prentice
Hall 2004
Paper Code: MBA-186 RELATIONSHIP, DIRECT & MULTILEVEL
MARKETING

Credit = 4
Marks = 100
Objective: To impart knowledge on various aspects of relationship marketing, direct marketing and
network marketing.

SECTION - A
Conceptual foundation of Relationship Marketing, evolution of relationship marketing, its
significance in Indian context, Relationship marketing in Mass markets, relationship marketing and
marketing strategy.

SECTION - B
Role of Information Technology in building, maintaining and enhancing customer relationships,
Customer profitability design and analysis, Relationship marketing and distribution channels

SECTION - C
Direct Marketing: Meaning, Benefits and growth of direct marketing, Customer databases and direct
marketing, Forms of direct marketing, Ethical issues in direct marketing.

SECTION - D
Multilevel marketing, Meaning, need and importance of multilevel marketing, Advantages, Criticism
of multilevel marketing, Compensation plans in multilevel marketing, Ethical issues in multilevel
marketing

Suggested Readings:
1. Francis Buttle: Relationship marketing - theory and practice, Paul Chapman Publishing Ltd.
2. Søren Hougaard Mogens Bjerre: Strategic relationship marketing, Springer Publisher
3. Helen Peck, Martin Christopher, Adrian Payne: Relationship marketing - strategy and
implementation, Reed Educational and Professional Publishing Ltd.
4. Edward L. Nash: Direct marketing - strategy, planning, execution, Mc Graw Hill
Paper Code: MBA-F156 MANAGEMENT OF FINANCIAL SERVICES Credit = 4
Marks = 100
Objective: The objective of the course is to acquaint the students with the various Financial Services
and techniques manage them.

SECTION – A
Financial Services: Introduction of Financial Intermediaries and Financial Services, Organisation of
the Financial Service Industry, Various Financial Intermediaries, , NBFC’s Service and its categories,
Recent Development in Financial Services, Financial Services in India, Theory of Agency and
Contract, Solution to Adverse Selection Problem, , Rules and Regulations and Agency Problem.
Financial Regulation: Need for Regulation of Financial Market, Theoretical and Economic
Perspective of Regulation, International Regulatory Framework, WTO and Services, Deregulation of
Indian Financial System, Revolution of Financial Services, Financial System and Securitised
Financial System, Securitised Financial System and Corporate Restructuring; Financial Market,
Functions of Stock Exchange, Mechanics of Share Trading,Feature of Share Trading, Margin Trading,
Securities Organisation, Debt Market, Government Securities Market, Regulations for Primary
Market, Regulations for Secondary Market.
SECTION – B
Depository Services: Introduction to Depository Services, Depository Participants in India, Role of
NSDl and CDSL, Difference Between NSDL and Bank, Services Offered By Depository Participants,
Products Offered By Depository Participants, Process of Dematerialisation, Difference Between
Physical
and Electronic Holding of Securities; Broking: Broking Services and Trading in Equity Broking and
Trading in Debt; Mutual Funds: Concept of Mutual Funds, Types of Mutual Funds, Advantages,
Structure of Mutual Funds and tax treatment, SEBI and Mutual Funds Regulations; Insurance
Services:
Introduction, Types of Insurance , Life Products, Non-Life Products.
SECTION – C
Debt Securitisation and Corporate Advisory Services: Introduction, Securitisation as a funding
Mechanism, Securitisation of Mortgaged and Non- Mortgaged Assets Issue Management; Credit
Rating:
Meaning of Credit Rating, Process of Credit Rating, and Factors affecting Rating, Types of Rating,
Advantages and Disadvantages of Credit Rating, Methodology of Credit Rating, Credit Rating
Agency
Regulation Act 1974, Credit Rating in India; Hire Purchase, Characteristics, Legal Aspects of Hire
Purchase, Taxation Aspects of Hire Purchase; Venture Capital: Meaning of Venture Capital, Nature,
Scope, Regulatory Framework, Investment Process, Factors Affecting Venture Capitalist, Major
Trends,
Reasons for Slow Growth, Limitations of Venture Capital.
SECTION – D
Leasing, Types of Leases, Advantages, Disadvantages, Leasing and Commercial Banking Sector,
Risk in
Leasing, Lease Proposal Analysis, Comparison Between Lease and Purchase, Legal Aspects of
leasing,
Taxation Aspects of leasing, Lease Accounting and Reporting; Housing Finance: Introduction to
Housing Finance, Housing Finance Schemes, Procedure of Loan-disbursement, Legal Framework of
Housing Finance; Credit Cards, Types, Settlement Process, Mechanism, Member Establishment,
Member
Affiliates; Factoring: Meaning, Forms, Functions, Legal Aspects, Evaluation.
Suggested Readings:-
1. M.Y. Khan: Indian Financial Services, Tata McGraw Hill
2. V. A. Avdhani: Marketing of Financial Services, Himalaya Publishing House
3. L.K.Bansal: Merchant Banking and Financial Services, Unistar Publications
4. V. K. Bhalla: Management of Financial Services, Anmol Publications
Paper Code: MBA-F166 CORPORATE TAX PLANNING
Credit = 4
Marks = 100
Objective: The objective of this course is to provide basic essential knowledge of various concepts of
Direct Taxation, Indirect Taxation and Tax planning to the Students.
SECTION – A
Basic Framework of Direct Taxes: Definitions of Basic Terms Residential Status Heads of Income -
Computation from Income from Salaries, Income from House Property, Income from Business and
Profession, Income from Capital Gain, Income from Other Sources (outlines only).
SECTION – B
Exempted Incomes, Clubbing of Income, Set–off and Carry Forward of Business Loss, Deductions
under
section 80, Procedure for calculation of Income Tax, Return of income, Advance payment of tax,
Deduction and collection of tax at source, Tax Code and its main features.
SECTION – C
Concept of Tax Planning: Meaning, Importance, Scope, Basic Concepts, Tax Planning vs. Tax
Avoidance
and Tax Evasion, Methods of Tax Planning, Tax Planning and Managerial decisions like make or buy,
closure or continue, dividends or bonus shares etc.
Tax Planning and Managerial Considerations in respect of newly established Industrial Undertakings
in
certain specified areas, E.P.Z. and E.O.U., Tax Planning in case of Amalgamation, Foreign
Collaborations
and Joint Venture Agreements.
SECTION – D
Outlines and basic concepts in respect of service tax, VAT, Excise and Customs alongwith their
applicability; Tax Planning in respect of indirect taxes as levied on Corporates. Prospects and
problems of
Introduction to goods and service tax (GST).
Suggested Readings:
1. Dr V K Singhania/Dr Monica Singhania: Corporate Tax Planning & Business Tax Procedures,
Taxman, Publication
2. Dr V K Singhania/Dr Monica Singhania: Students Guide To Income Tax (Including Service
Tax/Vat), , Taxman, Publication
3. E.A. Srinivas: Corporate Tax Planning, Tata McGraw Hill Publishing Co.
4. Girish Ahuja & Ravi Gupta: Systematic Approach to Income Tax and Sales Tax, Bharat Law
House
Pvt. Ltd.,
5. Acharya Shuklenra & M.G. Gurtha: Tax planning under Direct Taxes, Modern Law Publications.
6. Indirect Taxes- Taxmann,
Paper Code: MBA-HR156 INDUSTRIAL PSYCHOLOGY Credit = 4
Marks = 100
Objective: The objective of the course is to acquaint the students about the Psychology of the
executives
in the organization and then to use it to enhance the productivity.
SECTION – A
Introduction to Industrial Psychology: Meaning, Concept, Nature, Scope & Importance; Individual
Differences & their evaluation; Occupational Information and its importance in Industrial Psychology.
Selection of right candidate: By Interview & Application Blank; Personnel Test-I: Purpose &
Validity
of Tests, Types & Uses of Tests: Placement, Promotion etc.; Personnel Tests-II: Kinds of Tests and
their efficiency, Tests on the basis of intelligence personality and interests.
SECTION – B
Training: Meaning, Need, Importance of Industrial training, Methods, Individualized training;
Human
Engineering: Introduction, Time Study, Study Motion Hawthorne Study; Fatigue: Nature, fatigue
reduction, fatigue tests, environmental condition, effecting fatigue; Accident Prevention:
Introduction,
Scope, causes of accidents, Industrial safety programmes.
SECTION – C
Motivation: Introduction, Fundamentals, Financials & Non-Financial aspects; Attitudes & Job
Satisfaction: Introduction, Methods of measuring attitudes, Factors influencing job satisfaction, How
to
increase job satisfaction; Morale & Monotony: Introduction, Measuring morale, Factors affecting
morale, How to improve morale monetary: Causes & how to reduce monotony at workplace.
SECTION – D
Personnel Counseling: Objectives, extent & types of Counselling, steps & Techniques of counseling;
Psychological aspects of Labour relations: Introduction, group dynamics formal & informal
communication, Union Management relations: Sources of conflicts, How to resolve conflicts in
organizations; Supervision: Introduction, Meaning and evaluation, practices of high and low
producing
supervisors, Training supervisors.
Suggested Readings:
1. Thomas Willard Harrell: Industrial Psychology, Oxford IBH Publishing Co.
2. M.L. Blum, J.C. Naylor: Industrial Psychology, CBS Publishers.
3. Michael G. Aamodt: Industrial/organizational, Cengage Learning.
4. Charles S. Meyers: Industrial Psychology, Yarnsey Press
5. Duane P. Schultz & Sydney Ellen Schultz: Psychology & Work Today, Pearson Education, Inc.
6. Lisa Matthewman, Amanda Rose & Angela Metherington: Work Psychology, Oxford University
Press.
Paper Code: MBA-HR166 EXECUTIVE COMPENSATION Credit = 4
Marks = 100
Objectives: The objective of the paper is to orient the students towards system of total Rewards &
payments made to the execution which is called executive compensation.
SECTION – A
Introduction to Executive Compensation: Compensation Management – Nature, Significance,
Objectives & functions, Elements of compensation, Principles & factors influencing compensation;
Theories of Compensation: Economic and Behavi Compensation Management in a Developing
Economy; Institutional framework of Compensation Management: Union Govt. laws,
Management &
Unions objectives of compensation.
SECTION – B
Macro & Micro Economic Compensation Concepts: Compensation in a knowledge based global
economy, compensation & non-compensation dimensions; Organization Structure & compensation
strategy linking compensation with objectives of the organization; Job analysis, Job description &
Job
evaluation: Methods & problems, point factor method of job evaluation, Compensation Surveys.
SECTION – C
Designing Executive Compensation: Designing a Pay Structure – Graded Broad banding; Pay
Delivery Systems, Team based pay; Paying for Performance, Competency & skills & innovation:
Issues
& Concerns Pay.
Fringe benefits & services: Socio Economics psychological rationale of Fringe benefits
Communication
& administration of fringe benefits; Incentives: Short term & Long term incentives and wealth
building;
Executive Perks: Types, issues & concerns. The Taxing Components of Executive Compensation.
SECTION – D
Compensation of special groups: Supervisors, Corporate Directors, Executives, Scientists and
Engineers, Industrial & Marketing personnel; International pay system: Approaches to executive
pay,
Japanese, American, German pay system (Budgeting & Compensation System) is globalization of
executive pay possible? Executive Compensation: Significance and recent trends in executive
compensation, ESOP’s etc.
Suggested Readings: -
1. Milton: Compensation Management, Handerson.
2. Brucer: The complete guide to Executive compensation, (McGraw)
3. Richard: Compensation Management in Knowledge Based world, Handerson (Pearson)
Paper Code: MBA-OP156 ENTERPRISE RESOURCE PLANNING
Credit = 4
Marks = 100
Objectives: The subject covers the details of Enterprise Resource Planning and its implementation in
various sectors. It also covers the advantages and disadvantages of Enterprise Resource Planning
Solutions.
SECTION – A
Introduction: overview to ERP, Typical Business Process Workflow, Fundamentals, Functionalities,
Benefits, Modern Business Concepts, E-Commerce, Advance Planning and Scheduling, Business
Analytics, Service oriented architecture.
SECTION – B
Issues, Concerns and Purchasing: Disadvantages of ERP Solutions, users, developers, customers of
ERP,
purchasing or outsourcing, planning, purchasing and selection of ERP
SECTION – C
Implementation of ERP: Implementation plan of ERP, Methods and tools, business process mapping,
gap
analysis, risks and dependencies, project timeline plan, project organization plan, structure and
coding,
data migration and historical record, prototype testing, user training program, knowledge
management,
disaster recovery plan, RDBMS, data communication system, hardware requirements, sample system
architecture.
SECTION – D
ERP Project Success and failure: Introduction to ERP Project success and failure with case studies,
Current and future ERP market, key players and market shares, market issues
Suggested Readings:
1. Zubair H. Shaikh: ERP – The Future of Business Automation, (Atlantic Publishers)
2. Vinod Kumar Garg & N K Venkatakrishna: Enterprise Resource Planning – Concepts and
Practices,
PHI
3. S Sadagopan: Enterprise Resource Planning, PHI
4. Alexis Leon: Enterprise Resource Planning, Tata McGrew Hill, 1/e, 2003
Paper Code: MBA-OP166 STRATEGIC COST MANAGEMENT
Credit = 4
Marks = 100
Objective: To enable the students to understand cost management system and develop an insight into
application of cost analysis from strategic perspective.
SECTION – A
Strategic Cost Management: Meaning, Nature and Significance of Strategic Cost Management,
Limitations of Traditional Costing, Difference between Conventional Cost Analysis and Strategic
Cost
Analysis, Financial, Operational and Strategic Views of Cost, Contemporary Cost Management Tools,
Activity Based Costing and Activity Based Management: Treatment of Cost, Steps, Advantages,
Disadvantages , Numerical Problems.
SECTION – B
Value Analysis : Meaning of Value Analysis and value addition, Strategic Application of Value Chain
Analysis, Strategic Positioning Analysis: Critical Success Factors and SWOT Analysis, Cost Volume
Profit Analysis: Cost Behaviour Pattern, Cost Estimation Methods, Assumptions of CVP Analysis,
Applications of CVP, Break Even Analysis, CVP Analysis in the choice of Cost Structure, Multiple
Product Analysis
SECTION – C
Variance Analysis: Basics of Standard Costs, Material Variances, Labour Variances, Overhead
Variances,
Difficulties in Measuring Variances, Evaluation of Control based on Standard Costing, Numerical
Problems Valuation of Intangible Assets: Meaning of Intangible Assets, Acquired and Generated
Assets,
Importance, Methods of Valuation for Goodwill, Human Resource, Brands, Patent, Relevant Indian
and
International accounting standards, Current Scenario in India, Numerical Problems.
SECTION – D
Activity based Responsibility Accounting, Behavioural aspects of responsibility accounting, Transfer
Pricing, Performance Evaluation: Traditional Framework of Performance Evaluation, Performance
Measurement System, Balanced Scorecard, Implementation, Strengths and Weaknesses of Balance
Scorecard, Behavioral Views, Rewards to performance, Incentive Compensation, Productivity
improvement: Various tools and techniques including Kaizen and Six Sigma.
Suggested Readings:
1. Shank/Govindarajan: Strategic Cost Management, Free Press, 1993
2. Cost Management for Today’s Advanced Manufacturing: The CAM-1 Conceptual Design, Harvard
Business School Press, 1998
3. Robert S. Kaplan and Robin Cooper: Cost & Effect, Harvard Business School Press (October 1997)
4. Vaidya and Gill: Cost Management: A Strategic Approach , Macmillan India Ltd.