Marketing Management – II

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222001 L T P C CIE TEE Total

Core 2 1 0 3 60 40 100

Course Objective

This course will enhance the students’ knowledge on marketing strategies and how
various concepts can be applied in realistic marketing scenario .

Course Outcomes
At the end of this Marketing Management – II course, students will be able to:
• Customize marketing approaches in different contexts
• Analyze competitive marketing strategies applied by organizations
• Develop branding strategies.
• Examine the factors influencing global marketing strategies
• Evaluate online marketing and sustainable marketing strategies

UNIT I

Marketing Planning and Marketing Strategies: Strategies for different stages of PLC,
BCG matrix, Ansoff’s grid, Marketing planning, Implementation, Marketing department
organization, Marketing control, Marketing investments.

UNIT II

Competition strategies: Marketing strategies for market leaders, Market challengers,

Market followers, Niche marketing,Guerilla marketing, Ambush marketing.

UNIT III

Brand Management: Role of brands, Brand equity, Brand associations, Brand

extension, Brand portfolio, Brand revitalization

UNIT IV

Global Marketplace: International trade system, Choosing markets to enter, Market

entry options, Global marketing programs.

UNIT V

Digital Marketing and Sustainable Marketing: Online marketing, Online branding,

Consumerism, Environmentalism, Green marketing, Sustainable marketing principles.

Text Books

1. Philip Kotler and Gary Armstrong, Principles of Marketing, Pearson, 18/e, 2020.
Reference Books

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1. Lamb,Hair& Sharma ,Marketing: A South Asian Perspective, CengageLearning,
2016
2. Paul Baines, Chris Fill, Kelly Page, Sara Rosengren, Marketing, OUP ,5/e, 2019.
3. Srinivasan, Case Studies in Marketing, The Indian Context, PHI,2012

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 Financial Management

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222002 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The course aims at the student to apply techniques for investment, optimum capital
structure, dividend decisions & estimate the working capital management for efficient
management of current assets.

Course Outcomes
At the end of this Financial Management course, students will be able to:
• Appreciate the finance function and the time value of money in their decisions
• Apply various capital budgeting techniques for selecting the feasible projects
under risk & uncertainty
• Apply the capital structure theories for an optimal capital structure
• Appraise the dividend decisions and the practices to study the impact on their
decisions.
• Estimate working capital requirements and apply the tools to forecast and
manage the current assets
UNIT I

Introduction: Nature, Scope and objectives of financial management,Time value of

money and mathematics of finance concept of risk and return.

UNIT II

Investment Decision: Capital budgeting process,Estimation of relevant cash

flows,Payback period method,Accounting rate of return,Net present value,Net terminal
value, Internal rate of return, Profitability index, Capital budgeting under risk, Certainty
equivalent approach and risk adjusted discount rate.

UNIT III

Financing Decision: Cost of capital and financing decision, Estimation of components

of cost of capital, Equity capital, Retained earnings, Debt and preference capital,
Weighted average cost of capital and Marginal cost of capital., Sources of long-term
financing, Capital structure, Operating and financial leverage, Determinants of capital
structure.

UNIT IV

Dividend decision: Relevance and irrelevance of dividend decision, Cash and stock
dividends, Dividend policy in practice.

UNIT V

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Working Capital Management: Meaning and nature of working capital, Determination
of working capital requirement, A brief overview of cash management, Inventory
management and receivables management.

Text Books

1. Prasanna Chandra; Financial Management Theory and Practice, TMH, 10/e, 2019
2. M.Y. Khan & P.K. Jain,Financial Management, TMH, 7/e, 2017.

Reference Books

1. Ashwath Damodaran,Corporate Finance - Theory and Practice, John Wiley &

Sons
2. I.M. Pandey,Financial Management (Vikas), 12/e, 2012
3. Brigham & Earnhardt, Financial Management –Theory & Practice, Thomson
Learning, 10/e ,2015

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 Operations Research

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222003 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

To enable students to utilize various techniques in the area of operations research using
linear programming, transportation, assignment and game theory models for business
decision making.

Course Outcomes
At the end of this Operations Research course, students will be able to:
• Examine the concepts of operation research & solve Linear Programming Problem
• Solve simplex & Big -M Problems for business decisions
• Solve Transportation & Assignment Problem Models to Decision Making
• Apply various game theory problems.
• Apply decision analysis techniques for business decisions
UNIT I

Introduction: Nature and scope of Operation Research, Origin of OR, Applications of

Operations Research in different managerial areas, Linear Programming, Application
Areas of LPP, Guidelines for formulation of LPP, Formulation of LPP for Different Areas,
Solving LPP by Graphical Method.

UNIT II

Simplex Method: Solution methodology of Simplex algorithm, Artificial variable

techniques, Big-M method and Two phase Simplex method, Degeneracy and how to
resolve degeneracy( for business decisions).

UNIT III

Transportation and Assignment Models: Definition and Aplication of the

Transportation model, Solution of the transportation problem, The assignment Model,
Travelling salesman problem for business decisions.

UNIT IV

Game Theory: Introduction, Two person Zero-sum games, Pure strategies, Games with
saddle point, Mixed strategies, Rules of dominance, Solution methods of games without
saddle point,Algebraic, Arithmetic methods.

UNIT V

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Decision Analysis: Introduction, Ingredients of decision problems, Decision making
under risk and uncertainty for business decisions.

Text Books

1. K. Sharma, Operations Research: Theory and Applications, Macmillan,2012.

2. Hillier/Lieberman, Introduction to Operations Research, Tata McGraw Hill
Education, 2008

Reference Books

1. ShridharaBhat, Quantitative Analysis for Business Decisions, Himalayan

Publishing House, 2009.
2. R.Panneerselvam, Operations Research, PHI, 2008.
3. Gupta and Khanna, Quantitative Techniques for Decision Making, PHI, 2009.

52
 Human Resource Management

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222004 Core L T P C CIE TEE Total

3 0 0 3 60 40 100

Course Objective

The course aims to introduce the basic understanding of key HRM functions that includes
basic functions pertaining to organizations.

Course Outcomes
At the end of this Human Resource Management course, students will be able to:
• Assess the changing role of HRM
• Examine the process of human resource planning and recruitment.
• Evalutate the training and development methods.
• Assess the employee performance training methods.
• Analyze the various contemporary issues in HRM.

UNIT I

Introduction to HRM: Definition, Nature and scope of HRM, Evolution of HRM,

Challenges of HRM, HR profession and HR department, Functions of HRM, Trends
shaping human resource management.

UNIT II

Human Resource planning: HRP, Need for human resource planning ,Factors affecting
HRP, Job analysis and Job design, Demand and supply forecasting ,Recruitment and
selection, Recruitment process, Sources and methods of recruitment, Types of tests and
interviews ,Steps in selection, Placement and induction process.

UNIT III

Training and Development: Need and importance of training and development,

Training need analysis, Training methods, Orienting and onboarding new employees
,Design training program, Evaluating the training effort, Management development,
Succession planning.

UNIT IV

Performance Appraisal: Meaning and importance of performance appraisal,

Performance appraisal process, Techniques of performance appraisal, Dealing with
cognitive bias, Performance management, Managing the appraisal discussion.

UNIT V

Compensation: Meaning and of Compensation, Methods of compensation, Basic

factors in determining the pay rates, Job evaluation, Pricing professional and managerial
jobs.

Text Books
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 1. Gary Dessler, BijuVarkey, Human Resource Management, Pearson Publication,
16/e,2020
2. Subbarao, David Lepak, Mary Gower, Human Resource Management, Pearson,
2018.

Reference Books

1. Paul Banfield, Rebecca Kay, Human Resource Management, Oxford, 2019.

2. Wayne & Caseia, Ranjeet Nambudri, “Managing Human Resource, TMH. 2019,
3. Gomez Mejia et.al, Managing Human Resource, PHI, 2017.

54
 Organizational Behaviour - II

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222007 Core L T P C CIE TSEE Total

2 0 0 2 60 40 100

Course Objective

The objective of this course is to introduce some basic organizational and individual
processes that impact work, become aware of some of the organizational processes,
understand group dynamics and learn to be aware of group dynamics.

Course Outcomes
At the end of this Organizational Behaviour - II course, students will be able to:
• Apply the various applications of motivational theories and their application.
• Compare different styles of leadership and their impact on organisation.
• Evaluate the impact of group dynamics on organisation.
• Analyze the process of adapting to change in organisation.
• Anayze the approaches to power to manage the organisation.

UNIT I

Motivation: Theories of motivation: Early and contemporary views, Applications of

motivation, Nature of motivation, Importance of motivation, Motivational challenges,
Theories on motivation, Review of theories, Motivation across cultures.

UNIT II

Leadership: Nature of leadership, Leadership and management, Importance of

leadership, Formal and informal leadership, Leadership styles and their implications,
Theories of leadership, Contemporary issues on leadership.

UNIT III

Group Dynamics: Nature of groups, Types of groups, Group development, Teams Vs

Groups, Benefits from teams, Types of teams, Implementing teams in organizations,
Team Issues, Effective teamwork, Typical teams in organizations, Can group become
teams.

UNIT IV

Organizational Dynamics: Organizational culture, Concept, Characteristics, Elements

of culture, Creating and sustaining organizational culture, Organizational change,
Concept, Nature, Forces for change, Resistance to change, Managing resistance to
change, Kurt Lewin’s theory of change.

UNIT V

Organizational Power and Politics: Concept, Sources of power, Distinction between

power, authority, and influence, Approaches to power, Stress - meaning and definition,

55
The stress experience, Work stress model, Burnout, Stress management, Stress and
performance, Strategies to manage stress.

Text Books

1. S Robbins, S.P., Sanghi, S. & Judge, T. A. Organizational Behaviour. New Delhi:

15/e, Pearson Education, 2018.

Reference Books

1. Luthans, F. Organizational Behaviour. 12/e, Tata McGraw-Hill, New Delhi: 2017.

2. Aswathappa, K. Organizational Behaviour.12/e, Himalaya Publishing House,
New Delhi, 2016.
3. Newstrom J. Organizational Behaviour: Human Behaviour at Work. New Delhi:
12/e, Tata McGraw-Hill, 2017.
4. Steven, Von & Sharma., Organizational Behaviour. 13/e, Tata McGraw- Hill,
New Delhi
5. Pareek Uday, Understanding Organizational Behaviour,3/e, Oxford Publishers,
New Delhi, 2011.

56
 Macro Economics

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222008 Core L T P C CIE TEE Total

2 0 0 2 60 40 100

Course Objective

The objective is to understand basic concepts of macroeconomics and understand the

impact of the macroeconomic policies, trends on the firm - what threats, opportunities
emerge to the firm.

Course Outcomes
At the end of this Macro economics course, students will be able to:
• Examine the role of macroeconomics and national income.
• Apply different growth and economic models in organizations.
• Evaluate organizational strategies based on monetary and fiscal policy for the
economy.
• Illustrate the significance of tax systems on economy
• Demonstrate the understanding of business cycles and international trade.

UNIT I

Introduction to Macroeconomics: Meaning, Nature of macroeconomics, National

income, Gross domestic product, Gross national product, Net national product, Per capita
income, Disposable income, National income measurement.

UNIT II

Theory of Employment: Keynesian theory of employment, Theories of economic

growth, Harrod-Domar model, Solow model, Marxian model

UNIT III

Money and Fiscal Policy: Definition and functions of monetary and fiscal policy.
Instruments of monetary and fiscal policy, Analysis of inflation and unemployment

UNIT IV

Introduction to Public Finance: Introduction to tax, Tax system in India, Progressive,

regressive and degressive tax, Goods and service tax, Tax avoidance and Tax evasion.

UNIT V

Business Cycles: Introduction to trade, Types of trade. World Trade Organization,

Structure and functions of World Trade Organization, Meaning of business cycle, Phases
of business cycle etc.

Text Books

1. Misra & Puri, Indian Economy, HPH, 39/e, 2021

57
 2. Paul A Samuelson, William D Nordhaus, Sudip Chaudhuri, Macroeconomics,
McGraw Hill, 20/e, 2021

Reference Books

1. Shirley Sree JataBanarjee, Nanda Kumar warrier, Macro Economics, 1/e, Sage
Publications Pvt Ltd, 2018.
2. H.L. Ahuja, Macroeconomic Theory and Policy, 20/e, 2019.
3. A.N.Agarwal, M.K.Agarwal, Indian Economy: Developmental Problems and
Policies, New Age Publishers, 43/e, 2019.

58
 English Communication Skills Lab

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222022 LC L T P C CIE TEE Total

0 0 2 1 60 40 100

Course Objective

The course aims to improve the fluency of students in spoken English and neutralize their
mother tongue influence and use language appropriately for public speaking and
interviews.

Course Outcomes
At the end of this English Communication Skills Lab course, students will be able to:
• Differentiate between Spoken and Written English in formal and informal situations
• Illustrate Task Based Language Learning (TBLL) through various language
activities effectively.
• Apply strategies for Effective Communication in different situations.
• Demonstrate effective communication at work place with a special focus on social
and professional etiquette.
• Take part in conversation, Public Speaking and Group Discussion
UNIT I

Exercise-I:
The 4 secrets of successful Communication:
Spoken vs. Written language - Formal and Informal English - Elevator speech -
Introducing others
Ice-Breaking activities and JAM sessions.

UNIT II

Final Exercise-II
Features of Good Conversation:
Common Everyday Situations - Conversations and Dialogues
Role-Plays - Thanking and Responding - Agreeing and Disagreeing - Seeking and Giving
Advice -Making Suggestions etc.

UNIT III
Exercise-III:
Communication at Workplace, Social and Professional Etiquette:
Descriptions (Person, place, object) – Narrations - Giving Directions and Guidelines
Telephone Etiquette

UNIT IV

Exercise-IV:
Formal Presentations:
Public Speaking - Exposure to structured talks - Non-verbal Communication.

UNIT V

59
Financial Exercise-V:
Extempore speeches:
Debates.

Minimum Requirement of infrastructural facilities for ECS Lab:

The Interactive Communication Skills Lab: A Spacious room with movable chairs and
audio-visual aids with a Public Address System etc.

Reference Books

1. Kumar, Suresh, E. and Sreehari, P. A Handbook for English Language

Laboratories. New Delhi: Foundation, 2009.
2. Lab Manual: A Manual entitled English Language Communication Skills (ELCS)
Lab Manual- cum- Work Book. New Delhi: Cengage Learning India Pvt. Ltd., 2013.
3. Mohan, Krishna. and Singh, N. P. Speaking English Effectively. (2nd Edition.) New
Delhi: Macmillan Publishers India Ltd., 2011.
4. Rutherford, Andrea J. Basic Communication Skills for Technology. (Second
Edition.) New Delhi: Pearson Education, 2007.
5. Sasi Kumar, V. and Dhamija, P.V. How to Prepare for Group Discussion and
Interviews. Tata McGraw Hill.

60
 Aesthetics

MBA I Year I Trimester School of Management

Code Category Hours / Week Credits Marks

A222023 SEC L T P C CIE TEE Total

0 0 2 1 100 0 100

Course Objective

The objective of this course is to introduce students to basics of aesthetics. The students
will understand the importance of aesthetics in their lives and profession. They will learn
to appreciate the various elements of aesthetics such as the Golden Mean, Harmony,
Balance, Contrast and other relevant concepts.

Course Outcomes
At the end of this Aesthetics course, students will be able to:
1. Appreciate why aesthetics is important in one’s life and business
2. Understand the key concepts in aesthetics such as Harmony, Balance, Golden
Mean etc.
3. Appreciate the need to develop aesthetically pleasing products and services
4. Discriminate between well designed and crafted products, advertisements and
services
5. Appreciate calligraphy, and text presentations and choice of fonts
6. Apply some of the concepts to their presentations, poster creation and organizing
the class room and their immediate surroundings
Course Description

Students will learn to study the aesthetics of various products, advertisements,

understand the needs of customers from an aesthetically pleasing point of view. The
students also will learn to appreciate some of the concepts in design of services and
products and Point of Sale displays.

An aesthetic sensibility will help them make better presentations, empathise with
customers and their aesthetic needs. They will develop a sensitivity to discriminate
between well designed products and poorly designed products and interfaces.

The course will deploy readings, guest lectures and assignments (both individual and
group assignments)

Articles on aesthetics:

• https://magazine.wharton.upenn.edu/issues/fall-winter-2019/how-aesthetics-
define-your-business/oncept.

Guest Speakers: Artists, sculptors, graphic designers (An illustrative list of names, non-
binding) such as

• Materials for poster creation

Basic graphics design tools – for example, pro-create or equivalent, or Google drawing
tools
61
A selection of Advertisements for evaluation

Reference Books

1. Ogilvy, David. Ogilvy on Advertising. United Kingdom, Knopf Doubleday

Publishing Group, 2013.
2. Norman, Donald A., The Design of Everyday Things. United Kingdom, MIT
Press, 2013.

62
 Social Immersion Project

MBA I Year II Trimester School of Management

Code Category Hours / Week Credits Marks

A222024 Project L T P C CIE TEE Total

0 0 2 1 60 40 100

Course Objective

The objective of the course is to introduce students to various aspects of society/ an

institution enterprise. Students have to identify any problem or issue and offer their
suggestions to solve the problem. A report has to be presented at the end of the term
by the student.

63