MBA Semester – III

SYLLABUS

Code Course (Subject) Course (Subject) Title HPW Credits Marks

Type
MBA301 Core Course – 11 Financial Markets and Institutions 4 4 70 + 30 = 100
MBA302 Core Course – 12 Entrepreneurship Development 4 4 70 + 30 = 100
MBA303 Generic Elective – 3 (Choose Any One) 4 4 70 + 30 = 100
A. International Business
B. International Finance
MBA304 DSE – 1 (Choose Any One) 4 4 70 + 30 = 100
(Major) 1. Investment Management (F)
2. Consumer Behavior (M)
3. Organization Development (H)
MBA305 DSE – 2 (Choose Any One) 4 4 70 + 30 = 100
(Major) 1. Insurance and Risk Management (F)
2. Product and Brand Management (M)
3. Training and Development (H)
MBA306 DSE – 3 (Choose Any One) 4 4 70 + 30 = 100
(Minor) 1. Bank Management (F)
2. Services Marketing (M)
3. Leadership Development (H)
MBA307 DSE – 4 Project Work and Viva Voce 4 4 70 + 30 = 100*
CGPA Total 28 28 700

 (* 70 marks for project report and 30 marks for viva voce)

 Each Student has to study two major papers from his / her major specialization and one paper from his/ her minor
specialization.
o Ex – 1:Major Finance and Minor Marketing Students have to studytwo finance papers i.e. Investment
Management(F), Insurance and Risk Management (F) and one marketing paper i.e. Services Marketing
(M)
o Ex – 2:Major Finance and Minor HRM Students have to study two finance papers i.e. Investment
Management (F), Insurance and Risk Management (F) and one HRM paper i.e. Leadership Development
(H)
o Ex – 3:Major Marketing and Minor HRM Students have to study two marketing papers i.e. Consumer
Behavior (M), Product and Brand Management (M) and one HRM paper i.e. Leadership Development (H)
o Ex – 4:Major HRM and Minor Finance Students have to study two HRM papers i.e. Organization
Development (H), Training and Development (H) and one finance paper i.e. Bank Management (F)
MBA301: FINANCIAL MARKETS AND INSTITUTIONS
(70 External + 30 Internal = 100 Marks)

Objective: The objective of this paper is to introduce students to the different aspects and components of financial
Institutions and financial markets. This will enable them to take the rational decision in financial environment.

Unit I: An Overview of the Indian Financial System(Theory)

Financial System – Definition, Components, Functions; Concept of Flow of Funds (FOF) Account and FOF Matrix;
Structure of Indian Financial System –Phases in Indian Financial System: Pre-reforms Phase,Financial Sector
Reforms in India, Issues in Financial Reforms and Restructuring; Future Agenda of Reforms – Financial System and
Economic Development - Development Finance vs. Universal Banking - Financial Intermediaries and Financial
Innovation – RBI and Central Banking.

Unit II: Primary and Secondary Markets in India (Theory)

Primary Market: Meaning, Functions, Operations,Issue of Corporate Securities and Performance of Primary Market
in India - Corporate Listings: Listing and Delisting of Corporate Stocks.

Secondary Market: Introduction to Stock Markets, Regional and Modern Stock Exchanges, International Stock
Exchanges, Comparison between NSE and BSE, Indian Stock Indices and their construction, maintenance,
adjustment for corporate actions, Classification of Securities to be included in the Index, Factors influencing the
movement of stock markets - Trading of securities on a stock exchange;Selection of broker, capital and margin
requirements of a broker, MTM and VAR Margins, opening of an account to trade in securities, DEMAT System,
placing an order for purchase/sale of shares, margin trading and margin adjustment, contract note and settlement of
contracts, Algorithmic trading, Settlement mechanism at BSE & NSE

Unit – III: Money, Debt and Commodity Markets (Theory)

Money Market:Meaning, role and participants in money markets, Segments of money markets, Role of STCI and
DFHI in money market – Debt Market: Introduction and meaning, Market for Government /Debt Securities in India,
Secondary market for government / debt securities, Oversubscription and devolvement of Government Securities,
Government securities issued by State Governments, Municipal Bonds, Corporate Bonds vs. Government Bonds -
Commodity Markets: MCX, NCDEX, and NMCE – Functions,administration, regulations and general mechanism –
International commoditymarkets

Unit – IV: Financial Institutions:(Theory)

A brief historical perspective – Performance of Development financial institutions: IDBI, ICICI, IFCI, NABARD,
SFCs and UTI.

Unit – V: Banking and Non – Banking Institutions:(Theory)

Banking Institutions - Commercial banks, public and private sector banks - structure and comparative performance,
problems of competition; Interest rates, spreads, and NPAs, Bank capital adequacy norms and capital market support
- Non-banking financial institutions: Evolution, control by RBI and SEBI. A perspective on future role, Reserve bank
of India Framework for Regulation of Bank Credit

References:
 Gordon and Nataraj: Financial Markets and Services, Himalaya Publishing House.
 LM Bhole and Jitendra Mahakud: Financial Institutions and markets, TataMc Graw Hill (2009).
 Shshi K Gupta: Nisha Agarwal and Neeti Gupta, Financial Markets AndInstitutions, Kalyani Publishers,
 S Sachdeva: Indian Financial System, Educational Publishers, (2005).
 Bharati V Pathak: The Indian Financial System: Markets, Institutions and Services, Dorling Kindersley
MBA302: ENTREPRENEURSHIP DEVELOPMENT
(70 External + 30 Internal = 100 Marks)

Unit – I:Introduction(Theory)
Meaning and Definition of Entrepreneur and Entrepreneurship – Characteristics of Entrepreneur - Functions -
Attitude and Leadership of Entrepreneur - Entrepreneur Vs. Manager - , John Kao’s Model on Entrepreneurship, Role
of Entrepreneurship in Economic Development - Need for Rural Entrepreneurship and Women Entrepreneurship -
Dimensions of entrepreneurship: Intrapreneurship, Technopreneurship, Cultural Entrepreneurship, International
Entrepreneurship, Netpreneurship, Ecopreneurship and Social Entrepreneurship

UNIT – II: Entrepreneurial Management(Theory)

Idea Generation, Identifying opportunities and Evaluation - Strategic planning for business - Forms of
Ownership;Sole proprietorship, partnership, limited liability partnership and corporation form of ownership, their
advantages and disadvantages – Franchising: Definition, Types, advantages and disadvantages, franchise evaluation
checklist - Financing entrepreneurial ventures; Managing growth; Valuation of a new company; Harvesting and Exit
Strategies.

UNIT – III: Entrepreneurship, Creativity and Innovation(Theory)

Stimulating Creativity; Organizational actions that enhance/hinder creativity, Managerial responsibilities, Creative
Teams; Sources of Innovation in Business; Managing Organizations for Innovation and Positive Creativity;
Entrepreneurship Development – Economicand Non-economic Factors Affecting Entrepreneurship Development -
Government Actions; Entrepreneurial Motivation - Competencies and Mobility - Entrepreneurship Development
Programs (EDPs) - Growth of Entrepreneurship in India

Unit – IV: MSMEs in India(Theory)

Objectives – Characteristics - Importance of MSMEs in Indian Economic Development - Role of MSMEs during
Planning Era - New Small Enterprise Policy 1991 - Policies and Programs for Promoting MSMEs – Working of
MSMEs - Drawbacks and Problems of MSMEs - Prospects and Opportunities of MSMEs.

Unit – V: Institutional Finance(Theory)

Need of Institutional infrastructure for MSMEs - Sources of Finance – Commercial banks – Financial Institutions
Supporting Entrepreneurs (IDBI, SFC, NABARD, SIDBI, DIC, SIDCs, NRDC, SIDO, NSIC, NISIET, NIESBUD) -
Venture Capital - Lease Financing - Funding Opportunities for Startups in India - Prospects and Opportunities of
MSMEs.

References:
1. Dr. S. S. Khanna, Entrepreneurial Development, S Chand
2. Nandan H: Fundamentals of Entrepreneurship, Prentice Hall of India, New Delhi.
3. Vasant Desai: Dynamics of Entrepreneurship Development and Management, HPH, New Delhi
4. CV Bakshi: Entrepreneurship Development, Excel Publications
5. Kaplan, J. Patterns of entrepreneurship. Wiley.
6. Khandwalla, P. Corporate creativity. New Delhi: Tata McGraw Hill.
MBA303A: INTERNATIONAL BUSINESS
(70 External + 30 Internal = 100 Marks)

Objective: The objective of the course is to familiarize the students with the concepts, importance and dynamics of
international business and India’s involvement with global business. The course also seeks to provide theoretical
foundations of international business to the extent these are relevant to the global business operations and
developments.

Unit –I
Introduction to International Business: Evolution of IB, Stages of Internationalization, Globalization and its
importance in world economy; Impact of globalization; International business vs. Domestic business: advantages and
complexities in international business; Modes of entry into international business. International Business
Environment: National and foreign environments and their components - economic, cultural and political-legal
environments etc.

Unit –II
Theories of International Trade – an overview ( Classical Theories, Product Life Cycle theory, Theory of National
Competitive Advantage); Commercial Policy Instruments - tariff and non-tariff measures – difference in Impact on
trade, types of tariff and non tariff barriers (Subsidy, Quota and Embargo) ; Balance of payment account and its
components. International Organizations and Arrangements: WTO – Its objectives, principles, organizational
structure and functioning; An overview of other organizations – UNCTAD; Commodity and other trading agreements
(OPEC).

Unit –III
Regional Economic Co-operation: Forms of regional groupings; Integration efforts among countries in Europe, North
America and Asia (NAFTA, EU, ASEAN and SAARC); International Financial Environment: International financial
system and institutions (IMF and World Bank – Objectives and Functions); Foreign exchange markets and risk
management; Foreign investments - types and flows; Foreign investment in Indian perspective

Unit –IV
Managing Global Business: Strategy and Global Organization, Global Strategic Planning – Going Global and
Implementing strategies, Intercultural communications, Intercultural HRM in global context

Unit –V
Foreign Trade Procedures: Export Procedures and Import Procedures- Foreign Trade Promotion Measures and
Organizations in India; Special economic zones (SEZs) and export oriented units (EOUs); Measures for promoting
foreign investments into and from India; Indian joint ventures and acquisitions abroad. Financing of foreign trade and
payment terms – sources of trade finance (Banks, factoring, forfeiting, Banker’s Acceptance and Corporate
Guarantee) and forms of payment (Cash in advance, Letter of Credit, Documentary Collection, Open Account)

References:
1. P. Subba Rao, International Business – Text and Cases, Himalaya Publishing House
2. Charles W.L. Hill and Arun Kumar Jain, International Business. New Delhi: McGraw Hill Education
3. Daniels John, D. Lee H. Radenbaugh and David P. Sullivan. International Business. Pearson Education
4. Sumati Varma, International Business, Pearson Education.
5. Cherunilam, Francis. International Business: Text and Cases. PHI Learning
MBA303B: INTERNATIONAL FINANCE
(70 External + 30 Internal = 100 Marks)

Objective: The objective of this paper is to equip the students with the techniques that can help them in managing the
financial issues in international environment. This course will help them to manage MNCs in more effective manner.

UNIT-I: Introduction
Concept of International trade, International Business, International Finance and differences among them, Theories of
International trade, International trade financing in India, Balance of payments (of India) International Monetary
System: Different types of Exchange rate mechanisms- the gold standard, the gold exchange standard, The
Brettonwoods System, Current monetary system, European Monetary Union, IMF and World Bank.

UNIT-II: Foreign Exchange Management

Forex market – Wholesale and Domestic market, Quotations- direct, indirect and cross currency; various kinds of
transactions and their settlement dates, forward rates, Swaps, Quotes for various kinds of Merchant transactions;
Early delivery, extension or cancellation of Forward contracts, Exchange Rate determination and Forecasting:
Purchasing power parity and Interest rate parity, relationship between PPP and IRP, reasons for deviation from PPP
and IRP; models of exchange rate forecasting- forward rate as an unbiased predictor, the Demand- Supply approach,
the monetary approach, the Asset approach, the portfolio balance approach, other models

UNIT-III: Foreign Exchange Exposures

Financial Accounting and Foreign Exchange- Alternative Currency Translation Methods, Statement of Financial
Accounting, Standards No.8, Statement of Financial Accounting Standards No.-52, Transaction Exposure, Managing
Accounting Exposure- Managing Transaction and Translation Exposure, Designing a Hedging Strategy, Measuring
and Managing Economic Exposure- Foreign Exchange Risk and Economic Exposure, Identifying Economic
Exposure, Calculating Economic Exposure, Operational Measure of Exchange Risk.

UNIT-IV: Multinational Financial System

Value of the Multinational Financial System, Intercompany Fund – FlowMechanisms: Cost and Benefits, Designing a
Global Remittance Policy, Transfer Pricing and Tax Evasion. Issueof GDR, ADR Euro bonds and foreign bonds

UNIT- V: International Investment Management

International Portfolio Investment- Issues in Foreign Investment Analysis, International Bond Investing, Strategies
for Direct Investment, Bond Investment & Portfolio Investment, Optional International Asset Allocation.
International project appraisal- IRR and APV methods; Managing Political Risk- Measuring Political Risk, Country
Risk Analysis, Managing Political Risk, Post expropriation Policies. Multinational Working Capital Management :
Current Asset Management for the Multinational- International Cash Management, Accounts Receivables
Management, Inventory Management.

References:
1. PG Apte: International Finance, TataMcgraw Hill.
2. Alan C. Shapiro: Multinational Financial Management- Prentice Hall
3. Maurice D. Levi: International Finance- The Markets and Financial Management of Multinational Business,
Mcgraw Hill.
MBA304F: INVESTMENT MANAGEMENT (FINANCE SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Objective: The aim of this course is to provide a conceptual framework for analysis from an investor’s perspective of
maximizing return on investment – a sound theoretical base with examples and references related to the Indian
financial system.

Unit – I: Investments:
Concept; Real vs. Financial assets; Investment decision process; Sources of investment information; Investment vs.
Speculation; Factors to be considered in investment decision. The concept and measurement of return-realized and
expected return. Ex-ante and ex-post returns. The concept of risk. Sources and types of risk. Measurement of risk.
Risk-return trade-off. Risk premium and risk aversion. Approaches to investment analysis-Fundamental Analysis;
Technical Analysis; Efficient Market Hypothesis, Behavioral Finance and heuristic driven biases.

Unit – II: Fixed Income Securities - Analysis, Valuation and Management: Features and types of debt instruments,
Bond indenture, factors affecting bond yield. Bond yield measurement – Current yield, holding period return, YTM,
AYTM and YTC. Bond valuation: Capitalization of income method, Bond-price theorems, Valuation of
compulsorily / optionally convertible bonds, Valuation of deep discount bonds. Bond duration, Macaulay’s duration
and modified Macaulay’s duration. bond convexity, Considerations in managing a bond portfolio, term structure of
interest rates, risk structure of interest rates. Managing Bond Portfolio: Bond immunization, active and passive bond
portfolio management strategies.

Unit – III: Common Stocks - Analysis and Valuation: Basic Features of Common Stock, Approaches to valuation –
Balance sheet model, dividend capitalization models; earnings capitalization models; Price-Earnings multiplier
approach and capital asset pricing model, Free Cash flow model, relative valuation using comparables - P/E,P/BV,
P/S; Security Market Indexes, their uses; computational procedure of Sensex and Nifty.

Unit – IV: Portfolio Theory: Concept of portfolio. Portfolio return and risk. Harry Markowitz’s Portfolio theory,
construction of minimum risk portfolio, the single-index model. Capital market theory: Introduction of risk-free asset,
Capital Market Line, Separation theorem. Capital asset pricing model (CAPM): Security Market Line. Identifying
over-priced and under-priced securities. Arbitrage pricing theory (APT): The Law of one price, two factor arbitrage
pricing, Equilibrium risk-return relations. A synthesis of CAPM and APT.

Unit – V: Portfolio Evaluation: Performance measures-Sharpe’s reward to variability index, Treynor’s reward to
volatility index, Jensen’s differential index, Fama’s decomposition of returns. Mutual funds: genesis, features, types
and schemes. NAVs, costs, loads and return of mutual funds, Problems and prospects in India, Regulation of mutual
funds and investor’s protection in India.

References:
 Alexander. G.J, Sharpe. W.F and Bailey. J.V, “Fundamentals of Investments”, PHI, 3rd Ed.
 Prasanna Chandra, “Investment Analysis and Portfolio Management”, TMH, 3rd Ed.
 Peter L. Bernstein and Aswath Damodaran, “Investment Management”,Wiley Frontiers in Finance.
 Dhanesh Khatri, “Security Analysis and Portfolio Management”, Macmillan Publishers.
 Sudhindra Bhat, “Security Analysis and Portfolio Management”, 2009, Excel Books.
 Preeti Singh, Investment Management, 2010, HPH, 17th Revised Edition
 Punithavathy Pandian, “Security Analysis and Portfolio Management”, Vikas Publishing House
MBA304M: CONSUMER BEHAVIOR (MARKETING SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

UNIT-I : Consumer Behavior

Concept, Definition, Nature, Scope and Importance – Consumer Environment – Consumer Analysis Framework –
Consumer Behavior and Consumer Research –Application of Consumer Behavior and Knowledge in Marketing –
Profile of the Indian Consumer and Understanding their Needs.

UNIT-II: Individual Determinants of CB

Perception: Thresholds of Perception, Subliminal Perception, and Perceptual Process dynamics – Personality: Nature,
Theories, self concept, psychographic and life style – Attitude: Structural Model of Attitude, Attitude formation &
Change – Motivation: Needs/Motives & Goals, Dynamic Nature of Motivation, Arousal of Motives, and Theories –
Learning: Concept, Definition, Learning Theories and their Applications.

UNIT-III: Group Determinants of CB:

Reference Group Influence: Types of Consumer Relevant Groups, Factors Affecting Group Influence, Application of
Reference Group Concept – Family: Functions of Family, Family Decision Making – Environmental Influences on
CB: Social Class, Life Style, Profile of Social Class, and Application of CB – Culture: Characteristics, and Cross
Cultural Understanding.

Unit – IV: Consumer Buying Process

Consumer decision making: Information Search, evaluation of alternatives. Steps betweenevaluation of alternatives
and purchase decision. Post-purchase behaviour, Customer action anddisposal of products.

Unit – V: Models of Consumer Behaviour

Models of Consumer Behaviour: Modeling Behavior Traditional Models, Contemporary Models.Generic Model of
Consumer Behavior, Howard Sheth Model, Engel, Blackwell and Rao –Lilien Model. Consumerism

References:
1. Schiffman &Kanuk: Consumer Behaviour (Prentice Hall of India)
2. Blackwell, Miniard& Engel: Consumer Behaviour (Thomson)
3. Ramesh Kumar: Consumer Behaviour (Pearson Education)
4. LeonG.Schistman& Leslie Leaserkarmal: Consumer Behaviour (Prentice Hall of India)
5. Subhash Mehta: Consumer Behaviour (Tata McGraw Hill)
6. Majumdar Ramanuj: Consumer Behaviour : Insights from Indian Market ( Phi Learning)
MBA304H: ORGANIZATION DEVELOPMENT (HRM SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Objective: To Create a mind set of planned changed, Techno -structural and strategic interventions for Development
of Organization through organizational Transformation.

Unit – I: General Introduction to OD:

Overview of the field of OD - Definitions of OD - A short history of OD and its evolution- Growth and relevance of
OD - Characteristics of OD - Values, assumptions, and beliefs in OD.

Unit - II: Foundations of OD:

Models and Theories of Planned Change-(a) Lewin’s Change Model (b) Burke–Litwin Model (c) General Model of
Planned Change-Systems theory-Participation and Empowerment-Teams and Team work-Parallel learning structures
- A ‘normative-reductive’ strategy of changing-Applied behavioral Science-Action Research as a process and as an
approach

Unit—III: Managing the OD Process:

Diagnosis - The six-box Model-The action component-OD interventions and their nature-An overview of
classification of OD interventions-Planning choosing, and implementing of an intervention strategy-Evaluating and
institutionalizing OD interventions-The program management component-Conditions for optimal success of OD-
Issues in Consultant–Client Relationship.

Unit—IV: Human Process Interventions:

Human Process approaches: T-Groups-Process-consultation-Third party intervention-Team interventions-Techniques
and exercises used in Team interventions: Role Analysis Technique-Role Negotiation Technique-Responsibility
Charting-Force Field Analysis-Broad Team Building interventions. Organizational process approaches: Organization
Confrontation-Inter-group Relations interventions-Grid OD.

Unit—V: Techno-Structural and Strategic Interventions:

Techno-structural interventions: Structural Design - (i) Restructuring organization-Downsizing,Re-engineering (ii)
Employee involvement: Quality Circles-Total Quality Management (iii) Work Design: Engineering approach-System
Approach - Strategic Interventions: Organizational Transformation and its Characteristics-Culture Change – Self –
designing organizations-Organizational Learning.

References:
 CSG Krishnamacharyulu and Lalitha Ramakrishnan, Organization Development, PHI
 Wendell French, Cicil, H. Bell, Jr, Veena Vohra, “Organization Development”, 2006, PearsonEducation.
 Reider Dale, “Organization & Development — Strategies, Structures, and Process”, 2006,Sage Publications,
New Delhi.
 Kavitha Singh, “Organization Change & Development”, 2005, Excel Books.
 R. Sullivan, Gary Mclean, Jossey Bass. Brown, “Practicing Organization Development’, 2006,Pearson
Education.
 S. Ramanarayan, T.V. Rao, Kuldeep Singh, “Organization Development-Intervention andStrategies”, 2006,
Response Books
MBA305F: INSURANCE AND RISK MANAGEMENT (FINANCE SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Unit – I: Introduction to Risk

Risk – Definition, Concept, Risk vs. Uncertainty, Classification (Financial and Non-financial Risks, Individual and
Group Risks, Pure and Speculative Risk, Static and Dynamic Risks, Quantifiable and Non-quantifiable Risks) Risk
for Financial Institutions: Credit, Market, Operational and Other Risks and their Sources – Classification of Pure
Risks: Personal, Property and Liability Risks - Risk Perception and Misconceptions

Unit – II: Measuring and Managing the Risk

Risk Measurement: Measures of Risk – Mathematical Measures (Statistics, Analytics, Scenario Analysis, Value at
Risk, Sensitivity Analysis etc.), Subjective Measures - Value at Risk - Risk Measurement and Modeling in case of
Insurance

Risk Management– Definition and Process: Risk Identification, Risk Evaluation, Risk Control and Risk Financing –
The Concept of Risk Retention and Risk Transfer - Levels of Risk Management - Hedging via Derivatives -
Corporate Risk Management - Process of Risk Management by Individuals - Financial Risk and its Management
Methods

Risk Reduction: Pooling – Risk reduction through pooling independent losses – Pooling arrangements with correlated
losses – Insurers as managers of risk pooling arrangements. Risk diversification – Hedging with options – Hedging
with forwards / futures – Comparison of derivative and insurance contracts

Unit – III: An Overview of Insurance

Concept of Insurance – Definition, Elements of Insurable Risk, Insurance versus Gambling, Insurance as a social
security tool - Insurance and economic development- Opportunities and challenges of Insurance business in India –

Concept of Reinsurance: Definition, Objectives and Techniques – Other Concepts: Co-insurance, Nomination,
Assignment, Endowment, Alterations, Foreclosure, and Lapse and Revivals

Unit – IV: Insurance Contracts and Principles

Insurance Contracts: Legal Framework of Insurance Business - Indian Contract Act, 1872 Applied to Insurance
Contacts, Insurance Contracts – Features, Elements, Maxims Applicable and Relevant Laws

Principles of Insurance: Principle of Indemnity (Subrogation and Contribution), Principle of Utmost Good Faith
(Uberimmae Fidei), Principle of Insurable Interest, Principle of Proximate Cause (Causa Proxima), Principle of Loss
Minimization, Principle of Arbitration and Average

Unit – V: Insurance Types and Regulators

Life Insurance – Definition, Features, Benefits, Products – Calculation of Premiums – Surrender Value–
Mathematicsof life insurance (Mortality Tables, Risk premium, interest table, premium calculations), Factors
determining premium - Extra premium - Claims settlement.

An Overview of Non- Life Insurance– Types of policies and claims settlement in Fire insurance, Marine Insurance,
Auto Insurance and Health Insurance

IRDA: Privatization of Insurance Sector and Formation of IRDA, Constitution of the IRDA, Duties, Powers,
Functions, Other Provisions and IRDA Regulations

References:
 Dr. P.K. Gupta: Essentials of Insurance and Risk Management, Himalaya Publishing House
 Mishra M.N: Insurance principles and practices, S. Chand & Co. Delhi.(Text Book)
 Scott E. Harrington and Gregory R. Niehaus: Risk Management and Insurance (Tata McGraw Hill)
 Vinayakam N, Radhaswamy and Vasudevan SV; Insurance Principles and Practice, S Chand & Co.
MBA305M: PRODUCT AND BRAND MANAGEMENT (MARKETING SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Unit - I: Product Decisions: Product, Policy, objectives, Product Mix, Product line, Packaging, Product
Modification and Deletion - Product Market Evolution: Strategy and Planning. New Product Development:
Innovation and New Product Development (NPD), Theories of NPD, Models of NPD, Generic Product Development
Process - New Product Introduction, Growth Strategies, Intensive, Interactive, Diversification strategies - Product
Portfolio analysis - BCG, GE, Ad little. Shell International, Risk-return analysis.

Unit - II: Product Modification and New Product Introduction: Idea generating device - Role of R&D - Product
Maps, Market Maps and Joint Space Maps - IdeaScreening - Product Concept generation, concept selection, and
Concept Testing, Product architecture, Design for manufacturing, Prototype Product.

Unit - III Product Development and Testing: Product Launching, Six guiding principles of product launching, Pre-
testing, Test marketing, Marketing Mix allocations. Planning annual Budget and strategy - PLANOPT Model &
MARMIX Model. Organization for product Management

UNIT – IV: Understanding and Managing Brands

Understandingthe Brands – Brand Hierarchy, Brand Personality, Brand Image, Brand Identity, Brand Positioning &
Brand Equity – Value addition from Branding – CRM – Brand Loyalty - Managing Brands: Brand creation, Brand
name Decision, Brand Extension, Brand Product relationship; Brand portfolio, Brand revitalization.

UNIT – V: Measuring & Interpreting Brand Performance: Brand assessment through research – Brand Identity,
Brand positioning, Brand image, Brand personality assessment and change, financial aspects of Brand.

References:
1. Ramanuj Majumdar : Product Management in India (Prentice Hall)
2. Kenneth B Kahn: New Product Planning ( Sage)
3. Kevin Lane Keller: Strategic Brand Management ( Prentice Hall)
4. Mathur.U.C: Product & Brand Management ( Excel)
5. Subratosen Gupta : Brand Positioning ( Macmillan)
6. Chitale, Gupta: Product Policy and Brand Management ( Chitale& Gupta)
MBA305H: TRAINING AND DEVELOPMENT (HRM SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Objective: To familiarize the students with the concept and practice of training and development in the modern
organizational setting.

Unit – I: Introduction: Concepts and Rationale of Training &Development; overview of training and development
systems; organizing training department; training and development policies; linking T & D to company’s strategy;
Requisites of Effective Training; Role of External agencies in T & D.

Unit II- Training Needs Assessment (TNA): Meaning and purpose of TNA, TNA at different levels, Approaches
for TNA, output of TNA, methods used in TNA.

Unit III- Training and Development Methodologies : Overview of Training Methodologies- Logic and Process of
Learning; Principles of Learning; Individual differences in learning, learning process, learning curve, learning
management system; Criteria for Method Selection; Skills of an Effective Trainer; Computer Aided Instructions-
Distance Learning, Open Learning, E- Learning; Development Techniques for enhancing decision–making and
interpersonal skills, Case-study, in-basket exercise, special projects, multiple management program learning, Action
learning, Syndicate Work, Games, Action Maze, Role Play; Demonstration and Practice Monitoring; Coaching; Self
Diagnostic Skills, Experience Learning, Discovery Learning, Brain Storming, Counseling, Position Rotation, Team
Building, and Sensitivity Training .

Unit IV-Designing Training & Development Programs:Organisation of T & D programs, Training design, kinds
of T & D programs- competence based and role based training; orientation and socialization; diversity training,
choice of T & D methods, Preparation of trainers; developing training materials; E-learning environment; Flexible
learning modules; Self development; Training process outsourcing.

Unit V-Evaluation of T & D Programs:

Evaluation planning and data collection, different evaluation frameworks, Problems of Measurement and
Evaluation;measuring costs and benefits of training program,Methods of evaluating effectiveness of Training Efforts;
Kirkpatrick Model of Training Effectiveness - Emerging Trends in T & D: Gamification, team training and six
sigma training; Electronic Enabled Training Systems (EETS)-Concept and types, benefits and challenges in using
EETS.

References:
 Noe, Raymond A., and Amitabh Deo Kodwani, Employee Training and Development, Tata McGraw Hill.
 Rolf P, and Udai Pareek, Training for Development, Sage Publications Pvt. Ltd.
 Dayal, Ishwar, Management Training in Organisations, Prentice Hall.
 Prior, John, Handbook of Training and Development, Jaico Publishing House, Bombay.
 Craig, Robert L., Training and Development Handbook, McGraw Hill.
 Garner, James, Training Interventions in Job Skill Development, Addison-Wesley.
MBA306F: BANK MANAGEMENT (FINANCE SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Unit – I: Introduction: Origin of banking: definition, banker and customer relationship, General and special types of
customers, Types of deposits, Origin and growth of commercial banks in India. Importance of banking sector in the
economy – Different kinds of banks – Banking sector reforms in India – Role of RBI in banking development,
Financial Services offered by banks, changing role of commercial banks

Unit – II: Cheques and Paying Banker: Crossing and endorsement - meaning, definitions, types and rules of
crossing. Duties, Statutory protection in due course, collecting bankers: duties, statutory protection for holder in due
course, Concept of negligence;

UNIT – III: Internet Banking: Meaning, Benefits, Home banking, Mobile banking, Virtual banking, E-payments,
ATM Card/ Biometric card, Debit/Credit card, Smart card, NEFT, RTGS, ECS (credit/debit), E-money, Electronic
purse, Digital cash.

UNIT – IV: Commercial banking system - Services of commercial banks – Sources of Bank funds – Retail banking
– Credit management – Lending Policy – Principles of sound lending, Secured vs. unsecured advances, Types of
advances, Advances against various securities, Securitization, Loan Syndication, Lending through NBFCs and
Microfinance firms. Credit information bureaus, Priority sector norms of RBI

UNIT – V: Liquidity management in commercial banks – Capital adequacy norms - Tier I, & II capital – Basel
norms, Credit risk management – Asset liability management – Credit risk models – Management of reserves –
Statutory Liquidity ratio – Cash reserve ratio; Management of non-performing assets – Management of income –
Operational efficiency – Asset recovery companies.

References:
1. J Paul & P Suresh: Management of Banking and Financial Services (Pearson Education)
2. Indian Institute of Banking & Finance (IIBF): Bank Financial Management (Macmillan Publishers)
3. Rose: Bank Management and Financial Services (Tata McGraHill)
4. Neelam C. Gulati: Banking and Insurance (Excel Books)
5. Beatriz Armendariz and Jonathan Morduch: The Economics of Microfinance (Prentice Hall of India)
MBA306M: SERVICES MARKETING (MARKETING SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

UNIT-I: Introduction
Meaning, Nature, Scope, Characteristics, Classification and Growing Significance of Services Marketing –
Difference between Goods and Service in Marketing – Environment of Service Marketing (Micro as well as Macro) –
Concept of Service Marketing Triangle and its Implications – The Service Marketing Mix Framework– Myths about
Services Marketing – Recent Trends & Opportunities in Services Marketing.

UNIT-II: Consumer Behavior in Services

Search, Experience and Credence Property, Customer Expectation of Services, Two levels of Expectation, Zone of
Tolerance, Factors influencing Customer Expectation of Services, The Three-Stage Model of Consumer Behavior
Applied to Services – Customer Perception of Services: Factors influencing Customer Perception of Service, and
Strategies for Influencing Customer Perception – Market Segmentation and Positioning Services in Competitive
Markets.

UNIT-III: Services Marketing Mix

Product: Good-Service Continuum, Product Differentiation and Product Levels, and Service Life Cycle – Pricing of
Services and Revenue Management: Pricing Concepts, Pricing Strategies for Services – Communications Mix for
Services – Service Distribution: Components of Service Delivery System, and Distribution Strategies for Services –
Role of Employees and Consumers in Services – Integrated Communication and Service Branding – Concept of
Service Encounter – Moment of Truth – Concept of Servicescapes and Physical Evidence – Concept of Process –
Types of Process – Role of Process in Various Services – Customer Role in Service Process – Developing and
Managing Service Processes.

UNIT-IV: Customer Satisfaction & Service Quality Management

Concept of Customer Satisfaction, Determinants of Customer Satisfaction, Monitoring, and Measuring Customer
Satisfaction – Service Quality Models: Parsuraman- Zeithamal-Bitner (PZB) Gaps Model, SERVQUAL, and
SERVPERF – Gronroos Model – Technology & Service Strategy: Applying Technology to Service Settings, e-
services.

UNIT-V: Relationships, Complaining & Service Recovery

Building and Managing Customer Relationships, Human Service Interfaces, Services Marketing Effectiveness,
Service Deficiencies, Service Failure, and Recovery Services Strategies – Service Innovation and Design – Cost-
Effective Service Excellence – Customer Profitability and Lifetime Value – Managing Customer Loyalty – Churn
Diagnostic and Customer Retention – Service Audit.

References:
 Ravi Shankar, Services Marketing, Excel Books, New Delhi.
 Lovelock. Christopher H., Services Marketing, Pearson Education, New Delhi.
 K. Ram Mohan Rao, Services marketing, Pearson Education, New Delhi.
 Valeri Zeithmal and Mary Jo Bunter, Services Marketing, Tata McGraw Hill, New Delhi.
 Newton M P Payne, A., The Essence of Services Marketing, New Delhi, Prentice Hall of India.
 Apte, Services Marketing, Oxford University Press.
 Christian Gronrose, Services Management and Marketing, Maxwell Macmillan.
MBA306H: LEADERSHIP DEVELOPMENT (HRM SPECIALIZATION)
(70 External + 30 Internal = 100 Marks)

Unit – I
The Nature of Leadership – Comparing Leadership and Management – Myths about Leadership – Research
Perspectives on Leadership: The Trait Approach – The Behavior Approach – Contingency Approaches

Unit – II
Personality and Leadership – Values, Attitudes, Charisma – Leaders Mind – Emotional Intelligence – Leading with
Heart and Mind, Love and Fear – Moral Leadership – Courage – Building Followers.

Unit – III
Leadership and Motivation – Motivational Theories – Empowering People to Meet Higher Needs – Motivational
Programmers – Leadership Communication – Conversation – Selecting Rich Communication Channels – Informal
Communication – Communication in Crisis.

Unit – IV
Leading Teams – Leader Challenges – Managing Team Conflict – Leadership Power and Influence – Sources of
Leader Power – Asserting and Increasing Power

Unit – V
Leader as Social Architect – Vision, Mission, Strategic Formulation – Shaping Culture and Values – Leading Change
and Innovation

References:
1. Richard LDaft : Leadership (South Western – Cengage Learning)
2. Richard L Hughes, Robert C. Ginment, Gorden J. Curphy: Leadership (Tata Mcgrawhill)
3. Williams: The Essence of Managing People (Prentice–Hall)
4. Hughes, Ginnett and Curphy : Leadership – Enhancing the lessons of Experience (Tata Mcgraw Hill)
5. Uday Kumar Haldar: Leadership and Team Building (Oxford)
6. Cranwell Ward, Bacon and Mackie: Inspiring Leadership (Thomson )
7. Ken Blanchard: The Heart of a Leader (Jaico)
MBA307: PROJECT WORK AND VIVA VOCE (In Major Specialization Only)
(70 Project Report + 30 Viva Voce = 100 Marks)