Master of Business Administration

[Online Mode]

Semester II

Course Matrix & Syllabus

Elective: Human Resource Management and
Finance
 Semester II

Course Course Course

Course Code Course Title
No. Type Credit
17 CC6 21VMB0C201 Entrepreneurship 4
18 CC7 21VMB0C202 Marketing Management and Research 4
19 SC1 21VMB1S205 Banking, Financial Services and Insurance 4
20 SC2 21VMB33S204 Introduction to CRM 4
21 SC3 21VMB15S205 Business Analytics 4
Total Credit 26

Legend
CC Core Course
SC Specialization Course
OEC Open Elective Course
CFE Cross Functional Elective Course
Course: Entrepreneurship Course Code: 21VMB0C201
Course Credits: 4 Learning Hours: 120

Course Outcomes
CO1: Define models of entrepreneurship.
CO2: Recognize the various stages in entrepreneurship development.
CO3: Examine internal, external and competitive analyses
CO4: Identify and appraise strategies for growth of new ventures.
CO5: Create alternative Business Plans, appraise them and conclude on the most suitable
Business Plan and prioritize the next best alternatives.
CO6: Recognize regulatory environment

Unit 1: Introduction to Entrepreneurship

Introduction, importance of entrepreneurship, definitions of entrepreneurship, history
and evolution of entrepreneurship, types of entrepreneurs, myths of entrepreneurship,
women entrepreneurship in India
Learning Outcome: To understand the theoretical framework of entrepreneurship.

Unit 2: Entrepreneurial Competence

Qualities of successful entrepreneurs, motives and drives to take up entrepreneurship,
careers in entrepreneurship, behavioral traits of entrepreneurs, entrepreneurial decision
process
Learning Outcome: To understand the framework of entrepreneurial competence.

Unit 3: Problem Identification

Opportunity Recognition, Identify problems and unmet needs, develop solutions to
address problems, identify market gaps, sensing market opportunities, evaluation of
opportunities
Learning Outcome: To evaluate the process of sensing opportunities.

Unit 4: Idea Generation

Sources of ideas, idea generation methods, brainstorming, secondary research, creativity
and innovation, idea vs. opportunity matching, selection of ideas, ideas to market place,
idea testing with potential customers
Learning Outcome: To explain the process of idea selection for start-ups.

Unit 5: Internal Environment Analysis

Identify the available resources, develop a unique selling proposition, identify strengths
and weaknesses, assess the availability and advantage of resources, and assess the
capability to attract investments
Learning Outcome: Able to analyze the internal environment of the enterprise.

Unit 6: External Environmental Analysis

Elements of external environment, PEST to PESTEL to STEEPLE, identifying opportunities
and threats in the external environment, matching internal environment factors to the
external environment factors, political environment and government policies
Learning Outcome: To analyze macro level factors that affects the new venture creation.
Unit 7: Competitive Environment Analysis
Understand the existing competition both domestic and international, industry analysis
using the tool Michael Porter’s five forces, studying the competitor strategies
Learning Outcome: Understanding of the key aspects of competitor strategies.

Unit 8: Business Plan

Meaning of Business Plan, Entrepreneurial Process, Importance of Business Plan,
Components of Business Plan, Reasons for Failure of Business Plan, Business Model
Canvas, Value Proposition, Criteria for selection of Product/Service
Learning Outcome: Analyze the needs of the market and develop a B Plan.

Unit 9: Marketing Plan

Market Analysis, Market Research, Feasibility Report, Market Segmentation, Developing
the Product Mix, Developing the Marketing Mix, 4Ps and the 7Ps
Learning Outcome: To conduct Market Research and Develop Marketing Mix.

Unit 10: Financial Plan

Breakeven Analysis, Pro Forma Profit & Loss Statements, Pro Forma Balance Sheets, Cash
flow and Funds Flow Statements
Learning Outcome: Analyze financial statements and decision making.

Unit 11: Sources of Funding

Incubation Centers, Approaching the Investors, Elevator Pitch, Seed capital, Angel
Investors, Angel Networks, Venture Capitalists, Private Equity, LBO, Equity vs Debt
Funding, Internal vs External Funds
Learning Outcome: Learn to approach the right kind of investor.

Unit 12: Technology and Operations Plan

Selection of Technology, Decision on Types of Processes, Plant Layout, Selection of
Machinery, Capacity Planning, Quality Parameters, Make or Buy Decisions
Learning Outcome: To understand the various options and select the right resources to
meet demand and cost considerations.

Unit 13: Organization Plan

Forms of Organization, Proprietorship, Partnership, LLP, Public Limited, Legal Issues,
Organization Design, Organization Structure
Learning Outcome: To evaluate the impact of different types of Organization Structures.

Unit 14: SMEs in India

Role of SMEs in India, Classification of MSMEs, Government Support to SMEs, Problems
for Indian SMEs, Sickness in SMEs, Causes of Sickness, Remedial Measures
Learning Outcome: To understand the role of SMEs and the support available to set up
of SMEs.

Unit 15: Institutions that Support Entrepreneurship

SIDBI, KVIC, NIESBUD, IDBI, NSIC, NEN, AWAKE, CEDOK
Learning Outcome: To understand the role of various institutions and decide which
institution to approach for support.
Course: Marketing Management and Research Course Code: 21VMB0C202
Course Credits: 4 Learning Hours: 120

Course Outcomes
CO1: Define the concepts of Marketing.
CO2: Summarize various environmental factors that influence Marketing decisions.
CO3: Interpret the factors that influence Consumer Behavior.
CO4: Demonstrate the ability to formulate an effective Marketing Mix.
CO5: Design a Market Research for a product or service and based on findings,
recommend the course of action.

Unit 1: Introduction to Marketing

Definition of Marketing, Importance of Marketing, Challenges in Current Era,
Relationship with other Functional Areas, Latest Trends and Issues in Marketing
Learning Outcome: To understand the importance of Marketing in current scenario.

Unit 2: Fundamental Concepts of Marketing

The Exchange Concept, Production Concept, Product Concept, Sales Concept, Marketing
Concept, Holistic Marketing, Differences between Sales and Marketing, Marketing
Myopia
Learning Outcome: To understand the basic Marketing Concepts.

Unit 3: Value Philosophy of Marketing

Understanding the Value Philosophy, Value Delivery, Tenets of the Value Philosophy,
Concept and Definition of Customer Value, Steps in Value Delivery Task, Co –Creating
Value with Customers
Learning Outcome: To analyze the Customer Value Proposition.

Unit 4: Marketing Environment

Macro Environment, PESTEL, Task Environment, Global Environment, Marketing
Environment of India
Learning Outcome: To relate Marketing terms to real world situations and evaluate the
influence of environment on Marketing decision.

Unit 5: Consumer Behavior

Buying Decision Process, Factors Influencing Buying Behavior, Differences between
Consumer Markets and Business Markets, Understanding Consumer Behavior as a step
process
Learning Outcome: Able to analyze the behavior of consumers.

Unit 6: Segmentation, Targeting and Positioning

What is Market Segmentation, Why to segment markets, Segmentation Methods,
Geographic, Demographic, Psychographic, Behavioral, Targeting, Evaluation & Selection
of Segments, Developing and Communicating Positioning Strategies
Learning Outcome: To be able to segment markets for a product or service.
Unit 7: Competitor Analysis
Competitive forces, Industry and Market concepts of Competition, Analyzing
Competition, Competitive strategies of Market Leaders, Challengers, Followers and
Nichers
Learning Outcome: To be able to identify and analyze competitors.

Unit 8: Product Management

Product Characteristics and Classification, Differences between Products and Services,
Different Levels of Product, Generic to Potential, Components of a Product, Product Life
Cycle, New Product Development Process, Product Mix Decisions
Learning Outcome: To be able to develop a product based on market needs.

Unit 9: Pricing Strategies

Importance of Pricing, Factors influencing Pricing, Pricing Objectives, Pricing to Capture
Value, Pricing Methods
Learning Outcome: To be able to estimate prices for products and services.

Unit 10: Distribution Management

Utilities in Distribution Management, Physical Distribution, Types of Distribution,
Transportation Modes, Warehousing Decisions, Designing Distribution Networks
Learning Outcome: Analyze various options in distribution and be able to design
distribution network in practice.

Unit 11: Integrated Marketing Communication

Marketing Communication a larger concept than Promotion, Why IMC, The Marketing
Communication Mix, Physical features of the Product Communication, Price-Quality and
Price- Status Equations, Sales promotion, Publicity
Learning Outcome: Learn to apply the concept of IMC in practice.

Unit 12: Advertising and Branding

Role of Advertising in the Value Delivery Process, AIDA Model, Five Ms in Advertising,
Decision Areas in Advertising, Ad Agency’s changing role, What is a Brand, Characteristics
of Strong Successful Brands, Brand Extension, Umbrella Brand
Learning Outcome: To be able to design advertising campaigns for a product or service.

Unit 13: Introduction to Marketing Research

Objectives of Market Research, Role of Market Research in Decision Making, Marketing
Research and Competitive Intelligence, Defining the Marketing Research Problem and
Developing an Approach, Management Decision Problems and Marketing Research
Problems
Learning Outcome: To understand the importance of Market research.
Unit 14: Research Design Formulation
Research Design Definition and Classification, Exploratory, Descriptive and Causal
Research, Relationship between these three, Marketing Research Proposal
Learning Outcome: To be able to formulate Research problem and prepare a research
proposal.

Unit 15: Data Collection and Sampling Design

Primary and Secondary Data, Questionnaire Survey, Sampling Design Process, Sampling
Methods, Data Analysis, Hypothesis Testing, Introduction to SPSS and SAS
Learning Outcome: To be able to conduct a market research.
Course: Banking, Financial Services and Insurance Course Code: 21VMB1S205
Course Credits: 4 Learning Hours: 120

Course Outcomes
CO1: Evaluate and analyze the importance of banking system that acts as the fuel for the
economic engine and examine the banking products that are designed for different types
of customers and their needs.
CO2: Examine new digital opportunities in banking sector.
CO3: Appraise and evaluate different financial products and services and its utility as
investment products to different consumers.
CO4: Demonstrate the utility of insurance products for different participants.
CO5: Design marketing plans and strategies for positioning financial products and
services to banking customers.
CO6: Identify the ethics and professionalism essential while selling financial products and
services

Unit 1: Banking System & Operations

Introduction to banking system in India; different types of banks and their purposes; role
of commercial banks; regulatory framework for banks; RBI’s role in the banking system;
trends and challenges in banking; interest rate management on deposits and loans; basic
accounting transactions in banks; introduction to international banking scenario
Learning Outcome: Students will be able to comprehend, analyze and interpret about the
role of banks in an economy.

Unit 2: Retail & NRI Banking

Introduction to retail banking; retail products and services; types of loans and advances;
understanding retail customer needs and requirements; product developments; loan
approval process; credit scoring of retail borrowers; customer relationship management;
due diligence; recovery of bad loans process; regulatory norms for KYC / ALM –
importance, policies, procedures, controls; different types of customer accounts –
individual & non-individual accounts; CASA deposits management; NRI banking
framework
Learning Outcome: Students will be able to analyze retail and NRI centric products of
banks and how to position them.

Unit 3: Corporate Banking

Corporate banking framework; corporate banking services; working capital financing;
corporate advisory; syndication; merchant banking; debt restructuring; factoring &
forfaiting; forex management; deposits management; loans and advances to corporates;
securitization; financing projects and cash-flow management; cash and liquidity
management – domestic treasury management; global treasury management practices
and interbank dealings
Learning Outcome: Students will be able to differentiate between retail and corporate
banking and corporate specific products and positioning.
Unit 4: Non-Banking Financial Companies
Categories of NBFCs; purpose of setting-up of NBFCs; rules governing NBFCs and
regulatory framework; different types of NBFCs; hire purchase and leasing concepts;
commercial banks v/s non-banking financial companies
Learning Outcome: Students will be able to comprehend the role played by NBFCs in the
development of the economy outside normal commercial banks’ role.

Unit 5: e-Banking
Changing banking environment; digital disruption; innovation in core banking systems;
data back-up and restoration; payment gateways; merchant establishment networking;
security controls; challenges and risk management in e-banking; regulatory guidelines;
opportunities in e-banking; emerging trends and challenges in cyber security in banking
domain; incidents and threats; systemic challenges; integrated solutions management;
initiatives by ReBIT; emergence of computer emergency response teams
Learning Outcome: Students will be able to analyze the importance of digitalized banking
and find innovative methods of benefits to banks through effective cyber management.

Unit 6: Rural Banking

Importance of rural banking; economic reforms to uplift rural economy; RBI policy for
rural banking; financial inclusion; products and services for rural regions; role of regional
rural banks; loans approvals and disbursal concepts; challenges and opportunities in rural
banking
Learning Outcome: Articulate and identify the benefits of rural banking in India; examine
the challenges and opportunities in rural banking.

Unit 7: Microfinance Practices

Purpose of microfinance; economic implications; Indian experience in microfinance; legal
and regulatory framework; microfinancing models; risk management; challenges and
opportunities; international experiences in microfinancing
Learning Outcome: Students will be able to evaluate the benefits of financial inclusion
through microfinancing and how it benefits an economy.

UNIT 8: Fixed Income Securities

Introduction to debt markets; different types of debt instruments; role of debt markets
in the financial system; bond structure; risks in bonds; bond valuation; trading strategies
in bonds; bond pricing; duration & yield curves; participants in fixed income market;
types of auctions
Learning Outcome: Students will be able to comprehend how bond market functions and
how it supports the liquidity across different types of market participants.

Unit 9: Mutual Funds Concepts

Purpose of introduction of mutual funds; evolution; three-tier structure; features of
mutual fund; eligibility to invest in mutual funds; understanding important terms: AMC,
SID, NAV, Units, NFO, Open-ended & Closed-ended funds, entry-exit loads, trial
commissions, AUM, expense ratios, factsheets, benchmarking, risk meters, options and
plans to invest in mutual funds; taxation; categories in mutual funds; debt, equity, hybrid
funds; purpose and positioning of different mutual fund categories; systematic
investment plans, lump sum, systematic transfer plan, systematic withdrawal plan;
innovation in mutual funds; challenges and opportunities for growth of mutual funds
Learning Outcome: Students will be able to evaluate mutual funds as an investment
product and also will be able to position different mutual fund categories for diverse
investing purposes.

Unit 10: Insurance Concepts

History of Insurance industry, Role of LIC and GIC, Insurance sector scenario in India, Role
of Private life & non-life insurance companies in India, FDI Norms in the Insurance
Industry, Insurance Regulations in India, IRDA, Ombudsman, Deposit and Investment
norms that life, non-life and reinsurers must adhere to. Defining risk in insurance,
Understand uncertainty and risk, Degree of risk, Perils & Hazards, Categories of risks
from an insurance perspective pure vs speculative risk, fundamental vs particular risk;
Types of insurance, Risk Management approaches. The insurance mechanism, Place in
financial system – concept & role, purpose & need, social security, role in economic
development, Insurable risks, Self & Social Insurance, Fundamental Principles –
Indemnity, Insurable interest, Actual Cash Value (ACV), Subrogation, Personal Contract,
Conditional Contract, Contract of Adhesion, Aleatory Contract, Contract of Utmost Good
Faith, Misrepresentation, Warranties, Concealment, Waiver & Estoppel, Assignment
Learning Outcome: Students will be able to evaluate various types of individual risks and
material risks and the relationship between the insurer and the insured.

Unit 11: Life & General Insurance Products

Life Insurance contracts not contracts of indemnity, Types of Life Insurance covers –
Term, Variable, Adjustable, Participating, Non-Participating, Life Insurance Products –
Term, Endowment, Money back, Unit linked, Annuities, Standard Life Insurance Clauses
and Riders, Free Look Up Period, Grace Period, Treatment of Suicides. Non-Life insurance
products – Fire, Health, Motor Vehicle -third party – personal accident, Liability -
Employers’ liability, Public Liability linked to other types of insurance such as property,
vehicle etc., Product Liability, Professional Indemnity. Property damage: residential
building, moveable property, commercial building, land vehicles, marine craft and
aircraft. Financial Loss: Pecuniary loss, Fidelity guarantee, Business interruption cover
(consequential loss). Liability Insurance, Burglary Insurance other Miscellaneous
Insurances. Organizations transacting agricultural insurance - Crop insurance
underwriting and settlement of claims- Hail insurance - Problems of crop insurance-
Farmers Package policy
Learning Outcome: Students will be able to evaluate the purpose of different insurance
products and its suitability for different buyers of insurance.

Unit 12: Reinsurance and Underwriting

Reinsurance: Proportional Reinsurance - Quota Share, Surplus, Non-Proportional
Reinsurance - Excess of loss, Stop loss. Underwriting and Actuarial Framework: Basics of
underwriting in Life Insurance, Rate Making, Gross Rates, Mortality, Interest, Loading,
Annual Premium, Net Single Premium, Level Premium, Concept of Reserves, Types of
Rates, Importance of Actuarial Framework in Insurance (scope and basic application);
Premiums and Product Pricing (basic difference in Life and General Management
Insurance methodology); Asset Liability Management (basic difference between General
Management and Life insurance); Valuations of Insurance company and solvency.
Process, Documents & Premiums - Proposal – policy – renewals – claims – endorsements
– premium calculations - benefits - Underwriting - Rating risk – premium fixing
Learning Outcome: Students will be able to analyze the role of reinsurance in maintaining
the solvency ratios of insurers and the importance of underwriting in insurance business.

Unit 13: Bancassurance

Purpose of bancassurance; evolution of bancassurance; bancassurance – global practices
and practices in India; regulatory norms; benefits from bancassurance; challenges &
opportunities in bancassurance
Learning Outcome: Students will be able to analyze and evaluate the benefits of
bancassurance for insurance companies and banks.

Unit 14: Marketing of Financial Services

Understanding research prior to marketing, strategies for marketing; market research
techniques; purchase behavior and consumer decision making process; market
segmentation; identifying and selecting target segments; marketing communication;
marketing mix decision; cross-selling; up-selling; promotions; direct marketing concepts;
pricing strategies; customer relationship management; managing service quality;
promise v/s delivery
Learning Outcome: Students will be able to analyze how to design marketing strategies
for financial services products from a bank’s perspective.

Unit 15: Ethics, Professionalism and Corporate Governance

Principles of banking ethics, purpose and scope, legal grounds, general principles,
relations with public entities and organizations, interbank relations, competition,
advertisement and promotions, relations with bank customers, professional rules and
ethics principles to be followed by bank employees; code of ethics in financial services
advising, format of code of ethics principles; corporate governance in banks – RBI rules,
measures taken by the regulator towards corporate governance
Learning Outcome: Students will be able to analyze the importance of ethics and
professionalism and also the corporate governance aspects in the financial services
industry.
Course: Introduction to C RM Course Code: 21VMB33S204
Course Credits: 4 Learning Hours: 120

Course Outcomes
CO1: Describe the evolution and importance of developing CRM solutions in
Organizations.
CO2: Identify components of CRM and different types of CRM solutions.
CO3: Describe the various marketing aspects of CRM.
CO4: Recommend the right type of tools and techniques for effective CRM.
CO5: Formulate strategies for ensuring Customer Satisfaction and beyond.

Unit 1: Introduction
CRM- Meaning, Evolution of CRM, Benefits of CRM, Enablers for growth of CRM, CRM as
a Business Strategy, CRM Processes and Systems
Learning Outcomes: Define CRM and explain the benefits of implementing CRM solutions
in organizations.

Unit 2: CRM & Customer Centricity

Components of CRM, Different forms of CRM, Relationship Management, Differences
between Transactions and Relationships, Dynamics of Customer Supplier Relationship,
Enterprise CRM, eCRM & Mobile CRM, Types of CRM
Learning Outcomes: Recognize the components and different forms of CRM for different
types of organizations.

Unit 3: Marketing Aspects of CRM

CRM in Marketing, Customer Knowledge, Privacy Issues, Multi Channels in CRM,
Relationship Policy, and CRM based segmentation- Behavioural segmentation, Value
segmentation, Demographic segmentation, Need & Attitudinal segmentation
Learning Outcomes: Explain the different types of customer segmentation.

Unit 4: Marketing Aspects of CRM

Understanding Customer decision making process, Buyer Chain, Initiator, Influencer,
Decision Maker, Buyer, and User, Differences in Marketing Approach between B2C, B2B
and B2G
Learning Outcomes: Recognize the effects of customer decisions on maintaining
relationships with the customers.

Unit 5: Customer Lifecycle

Customer Lifecycle and CRM, Relationship Marketing Concepts, IDIC model for building
relationship, Customer Acquisition & retention, Levels of retention, Acquisition and
Retention strategies
Learning Outcomes: Describe Customer Lifecycle and distinguish between different
models and strategies for building relationships with customers.
Unit 6: Customer Loyalty
Dimensions & types of Loyalty, Brand loyal and Store loyal, Advantages of Loyalty,
Drivers of Loyalty, Customer Loyalty Management, Loyalty programs- objective, type,
steps in designing loyalty programs, reasons for failure
Learning Outcomes: Recommend appropriate customer loyalty programs in an
organization.

Unit 7: Customer Satisfaction

Customer satisfaction models, Customer satisfaction & loyalty, Customer satisfaction
measurement- tools & models, Customer satisfaction Index, Beyond Satisfaction,
Customer Delight, Customer Ecstasy
Learning Outcomes: Design a tool for measuring customer satisfaction.

Unit 8: Lifetime Value

CLTV- Customer lifetime Value- types, importance & models to measure CLTV- RFM
Analysis & Share of wallet, Alternatives for Lifetime Value
Learning Outcomes: Formulate Strategies for improving customer lifetime value.

Unit 9: Collaborative CRM

CRM subsystems, Contact Management, Campaign Management, Salesforce
Automation, Collaborative working between Customers and Suppliers, Customer as
Coproducer, Cross selling and Up selling
Learning Outcomes: Explain the importance of collaborative working between customers
and suppliers.

Unit 10: Analytical CRM

Relationship data management: Customer Identification, Expanding the size of the
customer database, Customer profiling. Data analyses & Data mining, Segmentation &
Selections, Retention, Evaluating the effect of marketing activities on the customer value
Learning Outcomes: Construct a structure for database for customer data capture and
analysis.

Unit 11: Operational CRM

Call centre management, Internet and website, Direct mail, Effective direct mail message.
Feedback system design and implementation
Learning Outcomes: Design and set up a proper call centre for answering customer
queries.

Unit 12: CRM implementation

CRM systems and Implementation, Implementation of CRM systems, Ethical issues in
CRM, Organization structure for CRM, Relationship with other functions
Learning Outcomes: Design and implement CRM application relevant to the particular
organization.
Unit 13: CRM Packages
Shortlisting prospective CRM vendors, Designing evaluation criteria for different CRM
packages, Working with CRM Vendors before, during and after CRM implementation
Learning Outcomes: Select the right type of CRM vendor for the particular application.

Unit 14: CRM in Manufacturing

Project based: To select a pure manufacturing organization where only tangibility is
involved and go through in detail the CRM practices adopted in that organization and
prepare a report on the findings and put forward the recommendations for improving
relationships
Learning Outcomes: Propose steps to modify the CRM system for improving customer
relationships.

Unit 15: CRM in Services

Project based: To select a pure service organization where mostly intangibility is involved
and go through in detail the CRM practices adopted in that organization and prepare a
report on the findings and put forward the recommendations for improving
relationships.
Learning Outcomes: Propose steps to modify the CRM system for improving customer
relationships.
Course: Business Analytics Course Code: 21VMB15S205
Course Credits: 4 Learning Hours: 120

Course Outcomes
CO1: Enable data-driven decision making that has the potential to increase profits and
improve efficiency.
CO2: Recognize, comprehend and apply the language, theory and models of the field of
business analytics.
CO3: Present meaningful, clear data to support decision making.
CO4: Visualise data using charts, PivotTables, and PivotCharts in Excel.
CO5: Automate tasks using macros in Excel.

Unit 1: Dealing with Data

Types of data, data collection and management, big data management, sources of data,
importance of data quality, dealing with missing or incomplete data
Learning Outcome: Understand the role of data in business analytics.

Unit 2: Introduction to Business Analytics

Business analytics and its process, importance of business analytics, applications in
business
Learning Outcome: Understand the concepts of business analytics and its application in
business.

Unit 3: Producing Insights from Information through Analytics

Goals of business analytics, the ROI of analytics, benefits of analytics, typical business
problems where business analytics can be applied, know your customers & competitors
Learning Outcome: Identify, evaluate and apply business analytics to gather insights the
organizations need.

Unit 4: Business Analytics Technology

Big data, Data visualization, introduction to data analytics software
Learning Outcome: Understand various technology and tools used in business analytics.

Unit 5: Descriptive, Predictive and Prescriptive Analytics

Fundamentals of descriptive, predictive and prescriptive analytics along with their
application in multiple areas of business
Learning Outcome: Understand and apply descriptive, predictive, and prescriptive
analytics to business problems for input into management decision-making processes.

Unit 6: Functional Analytics

Concepts of HR analytics, Supply chain analytics, Marketing analytics, Customer analytics,
Business process analytics, Financial analytics
Learning Outcome: Identify application of business analytics in various functional areas
of an organization.
Unit 7: Analytics and Business Intelligence
Big data, business intelligence, applications of analytics in business intelligence with real-
world examples
Learning Outcome: Evaluate use of BI for supporting decision making in an organization.

Unit 8: Big Data and Analytics

Fundamentals of big data and big data analytics, big data and data warehousing,
applications of big data analytics
Learning Outcome: Evaluate use of BI for supporting decision making in an organization.

Unit 9: Business Analytics: Emerging Trends

Recommendation systems, location-based analytics, web 2.0 and social analytics
Learning Outcome: Evaluate emerging trends in business analytics.

Unit 10: Microsoft Excel: Calculations and Worksheet Modifications

Creating formulae in a worksheet, inserting functions, reusing formulae and functions,
inserting, deleting, and adjusting cells, columns, and rows, searching and replacing data,
text and number formats, aligning cell content, styles and themes, basic conditional
formatting and templates
Learning Outcome: To perform basic calculations and apply formatting in Microsoft
Excel.

Unit 11: Functions, Lists and Tables

Ranges, specialized functions, logical functions, time and date, and text, sorting and
filtering, querying data, creating and modifying tables, conditional formatting for tables
Learning Outcome: To manage functions and lists and analyse tabular data.

Unit 12: Charts

Creating, modifying and formatting charts, types of charts and advanced charts features
Learning Outcome: To visualize data using charts in Excel.

Unit 13: Pivot Tables and Pivot Charts

Create a pivot table, analyzing pivot table data, presenting data using pivot charts, and
filtering data using timelines and slicers
Learning Outcome: To analyse data using PivotTables and PivotCharts.
Unit 14: Lookup Formulas
VLOOKUP and HLOOKUP, tracing cells, evaluating formulas
Learning Outcome: To use lookup formulas in Excel.

Unit 15: Automation using Macros

Applying data validation, identifying invalid data, isolating errors, creating macros
Learning Outcome: To automate tasks in Excel using macros.