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Index

S. No

Syllabus

Page No

1

Business Ethics and Corporate Governance

1

2

Business Strategy - I

7

3

B2B Marketing

10

4

Integrated Marketing Communications

15

5

Marketing Research

19

6

Product Management

23

7

Sales and Distribution Management

28

8

Services Marketing

32

9

Customer Relationship Management

38

10

Online Marketing

45

11

Financial Services Marketing

50

12

Banking Management

54

13

Financial Risk Management

60

14

Financial Statement Analysis

65

15

International Finance and Trade

72

16

Investment Banking

76

17

Retail Banking

82

18

Security Analysis

98

19

Wealth Management

103

20

Financial Econometrics

108

21

Competency Mapping and Assessment

111

22

Human Resource Planning

116

23

Industrial Relations and Employment Laws

124

24

Performance Management and Reward Systems

128

25

Training and Development

136

26

Project Management

142

27

Supply Chain Management

146

28

Business Intelligence

151

Business Ethics & Corporate Governance

Program: MBA Class of: 2013 Semester: III

Course Code: SL GM 602 Sessions: 33 Credits: 3

Course Objective

To help students understand the nature of Business Ethics and issues in Corporate Governance and application of these very important aspects to the contemporary Indian scene

Text Book

Book

AUTHOR / PUBLICATION

Business Ethics & Corporate Governance

A.C. Fernando, Pearson Education

Reference Books

Books

Author / Publication

Business Ethics: Concepts and Cases

Manuel G. Velasquez, Pearson Education, 7 th edition

Corporate Governance

Erik Banks, Macmillan, 2004

Detailed Syllabus

S.No

Topic

Description

1

Business Ethics

Introduction to Business Ethics, Ethics, Morals & Values, Concepts of Utilitarianism and Universalism Theory of rights, theory of Justice Virtue ethics ethics of care Law and Ethics - The Nature of Ethics in Management- Business Standards and Values - Value Orientation of the Firm.

2

Typical Problems in Business Ethics

Environmental Pollution & Society - Marketing Ethics (in Products, Pricing, Promotion and Place) and Consumer protection Ethics in Human Resources management (Recruitment and promotion policies, Working Conditions,, Down Sizing Workforce), Ethical issues at the top management, Ethics in financial markets and investor protection Ethical responsibility towards competitors and

1

   

business partners.

3

Corporate Social

A Historical Perspective from Industrial Revolution to Social Activism Current CSR practices of the firms in India and abroad.

Responsibility

4

Complexity of Ethical Issues

Conflicts in decision making from ethical and economic point of view- Ethical Dilemma - Solving ethical dilemma Managerial integrity and decision making.

5

Ethical Leadership

Personal Integrity and self development wisdom based leadership.

6

Corporate Governance

History of Corporate form and models - Corporate Objectives and goals, Ownership pattern Issues in managing public limited firms Agency problems.

7

Nature & Evolution of Corporate Governance

Global and National Perspectives Global Corporate Governance models - Anglo American and Relationship model (Germany, Japan and France)- Claims of Various Stakeholders - Why governance Changes in eighties - Cadbury Report, Hampel Report and OECD Committee Recommendations SOX Act.

8

Internal Corporate Governance Mechanism

Board of DirectorsFunctional Committees of Board; Code of conduct, whistle blowers.

9

External Corporate Governance Mechanism

Regulators, Gate keepers, Institutional Investors, Corporate raiders

10

Corporate Governance Ratings

 

11

Corporate Governance in India

corporate form in India 50s to 90s developments in Corporate Governance in India in nineties and 2000s CII, Kumaramangalam, Narayanamoorthy, Naresh Chandra, JJ Irani Committee reports Legal and Regulatory Changes introduction and modification of Clause 49, - Corporate governance in practice in India

2

Session Plan

Session

Topic

Concepts

Case title along with ref no.

Reading material

No.

Covered

1

Introduction to

Introduction

   

Business Ethics

2

Introduction to

Ethical frameworks

Ethical Frameworks for Management (HBS: 9 384 105)

Chapter 2. Ethical Principles in Business In Business Ethics: Concepts and Cases by M. G. Velasquez

Business Ethics

3

Introduction to

Ethical frameworks

Same as above

Same as above

Business Ethics

4

Introduction to

Ethics & values

2.

Ethical Values of the

Same as above

Business Ethics

Murugappa Group: A Case Study ((ICFAI Journal of Corporate Governance, Vol. 8, No. 2)

5

Typical

Marketing ethics

3. On Weldon’s watch:

Chapter 4. Ethics in Marketplace In Business Ethics: Concepts and Cases by M.G. Velasquez

problems in

recalls at Johnson & Johnson (HBS: 9 311 029)

Business Ethics

6

Typical

Ethics in

4.

Martha McCaskey

Same as above

problems in

Operations

(HBS 9 403 114)

Business Ethics

7

Typical

Ethics & HR

5.Hitting the Wall: Nike & International Labour Practices (HBS 9 700 047)

Same as above

problems in

Business Ethics

8

Typical

Intellectual

6.

Hollywood in India (A)

Same as above

problems in

Property Issues

(HBS 9 711 017)

Business Ethics

9

Typical

Ethics & business

Video Clip from the documentary ‘The Corporation’

Same as above

problems in

Business Ethics

10

Typical

Ethics, Business &

Three small videos related

Same as above

 

3

 

problems in

Society

to Vedanta’s

 

Business Ethics

Niyamgiri project

11

Corporate

CSR

7.State Grid: Corporate Social Responsibility (HBS 9 410 141)

Social

Responsibility

 

Responsibility in HRM Review Jan

2008

12

Corporate

CSR Ratings

Karmayog’s Rating of CSR activities of Indian firms

Study of website www.karmayog.c om

Social

Responsibility

13

Complexity of

Role of business in society

8.Royal Dutch Shell in Nigeria (A) (HBS 9 399 126)

Ethical issues

Managerial View In MBA Review Jan 2007

14

Complexity of

Individual vs. client and Organisation conflicts

9. Exit Strategy (HBS N9 311 075)

Same as above

Ethical issues

15

Complexity of

Ethical dilemma

Clipping from the Hindi movie ‘Corporate’

Same as above

Ethical issues

16

Ethical

Ethics & leaders

10.

Hewlett Packard

leadership

company: CEO succession

in 2010 (HBS 9 411 056)

in Effective

Executive July

2005

17

CG: History of Corporate form

Rationale for

11.Mergers & Acquisitions: legal context: basic framework for Corporate Governance (HBS 9 803 200)

Corporate

&

models

Governance

 

Effective

Executive March

 

2003

18

CG: History of Corporate form

Basic models

12.

Governance Systems: US, Japan & Germany (HBS 9 292 012)

Note on Corporate

Same as above

&

models

19

Corporate

CG in practice

13.Action Aid International (HBS 9 311 004)

Same as above

Governance:

History of Corp. form & models

4

20 Nature &

 

CG, restructuring and responsibilities to stakeholders

14.

Marriott Corporation

Chapter 1:

Evolution of

(A)

Governance Redefined in the book titled Corporate Governance by Erik Banks

Corporate

 

(HBS 9 394 085)

Governance

   

21 Nature &

 

Improving board

15.Measuring & improving performance of corporate boards using Balanced Scorecard (HBS B 0303 D)

Same as above

Evolution of

performance

Corporate

Governance

22 Nature &

Evolution of

The road ahead

16.The future of Corporate Governance (HBS BEP 029)

Same as above

Corporate

Governance

 
 

23 Internal CG

Managerial

17.

A letter from prison

 

mechanisms

responsibility

(HBS 9 110 045)

 

24 Internal CG

Processes & changes to prevent frauds

18.Accounting fraud at Worldcom (HBS 9 104 071)

 

mechanisms

 

25 Internal CG

Internal decision making & oversight

19.

Internal governance &

 

mechanisms

control at Goldman Sachs

 

(HBS 9 904 026)

 

26 External CG

 

20.

The Hermitage Fund

Chapter 3:

mechanisms

Role of investors and the media

the media &CG in Russia (HBS 9 703 010)

External Governance Mechanisms in the book titled Corporate Governance by Erik Banks

 

27 External CG

Steps taken

21.Corporate reforms in the USA (HBS 9 304 091)

Same as above

mechanisms

institutionally to

improve CG

 

28 External CG

Challenges in

22.

International

Same as above

mechanisms

standardising

Accounting Standards Board (IASB) at a crossroads (HSB 9 111

across

countries

084)

5

29 CG Ratings

Presentation of

 

group assignment

ICFAI Reader July

2004

30 CG Ratings

Presentation of

 

Same as above

group assignment

31 CG in India

Study of Indian CG practices

23.Company Governance fulfilling broad mission & purpose :What the India way can teach us (HBS 5821 BC)

 

Portfolio

Organizer Feb

2006

 

The Changing Face of Family- owned Business in India, ICFAI Journal of Business Strategy , June 2004

32 CG in India

Study of Indian CG practices

Same as above

Same as above

33 CG in India

An example of a proactive Indian company

24.Corporate Governance in Infosys (ICMR-

Same as above

BECG038)

EVALUATION

#

Component

Weightage

1

Class Participation

40% - 2 instalments of 20% each

2

End Term Exam

30%

3

Group presentation

20%

4

Individual assignment

10%

 

Total

100%

6

Program: MBA Class of: 2013 Semester: III

Business Strategy- I

Course Code: SLGM611 Credits: 3 Session: 33

Course Objective: To introduce the concepts of Strategic planning, competitive advantage, strategy formulation and the process of strategy development.

Text Book

Book Title

Author, Publication & Edition

Exploring Corporate Strategy

Kevan Scholes & Jerry Johnson, 7 th edition, Prentice Hall of India

Reference Books

Book Title

Author, Publication & Edition

Crafting and Executing Strategy-The Quest for Competitive Advantage

Thompson, Strickland, Gamble and Jain. (2006, Tata McGraw Hill.

14 th Edition

Strategic Management

John A Pearce II, Richard B Robinson JR, All India Traveller Bookseller, 2000

Competitive Strategy

Michael E Porter, The Free Press, New York, 1980

Competitive Advantage:

Michael E Porter, The Free Press, New York, 1985

Detailed Syllabus

S.No

Topic

Description

1

Introduction to

Contributions of Leading Management Gurus. The nature of strategy and strategic decisions characteristics of strategic decisions levels of strategy vocabulary of strategy. Strategic Management the strategic position strategic choices strategy into action.

Business Strategy

2

Understanding Strategy Development

Strategy Development Process in organizations, Intended & Emergent Strategies, Strategic planning systems logical incrementalism the learning organization, multiple processes of strategy development. Strategic leadership, Strategic drift strategic management in uncertain conditions.

3

The Strategic Position

The environment the Macro environment the PESTEL framework structural drivers of change differential impact of

7

   

environmental influences scenario building. Industries and sectors sources of competition the five forces framework the dynamics of competition strategic groups. Organizational fields. Markets market segments, Critical success factors. Opportunities and threats strategic gaps SWOT.

4

Strategic Capability

The strategic importance of resources available resources threshold resources unique resources, resources & competencies, capabilities, characteristics of capabilities, value chain and value activity network, activity maps.

5

Communicating

Mission

Statements

objectives,

strategic

leadership

organizational

corporate values

 

purposes

 

6

Corporate level & International Strategy

: Identifying SBUs, the corporate portfolio growth share matrix BCG, GE, The portfolio manager & synergy manager, Product market diversity-related and unrelated diversification, international diversification and strategy. Product market diversity-related and unrelated diversification, international diversification and strategy

Session plan

Session

Topic

Case Title, Source and page/case reference

Reading

No

Material

1

Introduction

to

What is strategy? By Michael E porter. (HBS article)

Chapter

1

Business Strategy

(Text Book)

2

Ice-Filli (HBS 705441) Boston Teacher Residency: Developing a strategy

3

for long term impact. (HBS 309043).

4-5

Understanding

a)GE's Two-Decade Transformation: Jack Welch's Leadership (HBS-9399150) b) GE’s growth strategy: The immelt initiative (HBS-9306087); Bill Gates and Steve Jobs

(HBS-9407028).

Chapter

11

Strategy

(Text Book)

Development

6

The

Strategic

The five competitive forces that shape strategy- By Michael E porter. (HBS article)

Chapter

2

Position

(Text Book)

7-8

a) Cola wars: Going global (HBS-9709451); b) Cola wars continue: Coke and Pepsi in 2010 (HBS-711462).

9-10

b) Delta Airlines (A)-The low cost carrier threat. (HBS-9704403); Delta Airlines

(B.(HBS-9704439)

11

c) Teva Pharmaceutical Industries. (HBS-

707441)

12

d) Global Wine War 2009: New World versus Old. (HBS 910405).

8

 

13

Strategic

TCS: The MCA 21 Project.(HBS-9609024)

 

Chapter

3

14

Capability

HNA Group: A miracle in Civil Aviation.(HBS-

(Text Book)

9705426)

 

15

Altech…Naturally. (HBS-9508033).

 

16-17

Communicating

Corporate Values & Mission Statements.

 

Chapter

4

organizational

 

(Text Book)

purposes

Atlantis Paradise Island Resort casino: Improving performance with a new vision and Mission (HBS-

9810140).

18-20

21-22

Corporate level & International Strategy

Google Inc. (HBS-910036)

   

Apollo

Hospitals:

First

world

Healthcare

at

23-24

 

Emerging-Market prices.(HBS-9706440);

China

Construction

America

(A):

The

Road

Ahead.(HBS-911408)

 

25-26

 

China Construction America (B): The Baha Mar Resort Deal.(HBS-911411)

27-28

House of Tata: Acquiring a Global footprint (HBS

9708446)

 

29-30

 

Arcor:

Global

Strategy

And

local

turbulence

(HBS-710407).

 

31-32

 

33

 

Wrap up session

   

Evaluation Plan

 
 

#

Component

Weightage

 

1

Class Participation

40%

2

End Term Exam

30%

3

Group presentation

20%

4

Individual assignment

10%

 

Total

100%

9

B2B Marketing

Program:

MBA

Course Code: SL MM 603

Class of

: 2013

Sessions: 33

Semester: III

Credits 3

Course Objective:

The course highlights the similarities between consumer goods and business to business marketing and explores in depth point of departure, particular attention is given to organizational buying behavior, market analysis, customer relationship management, supply chain management and ensuing adjustments required in marketing strategy elements used to reach organizational customers. The course presents a managerial rather than descriptive treatment of business marketing.

Text Book

Book Title

Author, Publication & Edition

Business Marketing(3 rd Edition)

F.Robert Dwyer, John F. Tanner Tata McGraw Hill Edition 2008

Reference Books

Book Title

Author, Publication & Edition

1.Industrial

Marketing

(2

nd

Robert R. Reeder, Edward G. Briety, Betty H. Reeder. PHI Learning Private Limited

Edition)

2. Business

Marketing

 

Michael D. Hutt, Thomas W. Spech 9 Edition, Cengage Learning

3.

Industrial

Marketing

(2

nd

Krishna K. Havaldar Tata McGraw Hill Publishing

Edition)

Detailed Syllabus

S No

Topic

Description

1

Introduction Business Marketing

to

Different types of Business markets and the demand of business products and services. The importance of business markets and the various relationships and coordination

2

The

Character

of

Relationship Developmental process and effectiveness of price for coordinating business transactions to create value.

Business Marketing

3

The

Purchasing

Effective purchasing and materials management and various processes used to evaluate vendors and their offerings. The significance of purchasing philosophy and the various trends in purchasing.

Function

 

10

4

Organizational

Buying

Prominent Theories of Organizational buying behavior and the impact of risk. The sales strategies employed in organizational buying and the customer relationships.

Behavior

5

Market

Opportunities:

Customer research and segmenting business markets on various criteria and the evaluation of the potential of these segments.

Current

and

Potential

Customers

6

Marketing Strategy

Key

elements of a business strategy and nature

of competitive advantage.

 

7

Weaving Marketing into the Fabric of the Firm

Importance of Internal partnerships and the partnering process within an organization.

8

Developing

and

Product Life Cycle Approach and the various stages of the product development process.

Managing Products:

What

do

customers

 

want?

9

Business Partnership Channels: Partnership for Customer Service

The

various functions of a marketing channel,

the role of the intermediaries and the

Importance of managing channel relationships

 

and

coordinating channel activities.

 

10

Creating

Customer

Understanding

the

process

of

customer

Dialogue

 

relationship management.

 

11

Communicating via Advertising, Trade Shows and PR.

Various types of Advertising used by organizations and setting up an ideal marketing

mix

of sound public relations and trade show

 

strategy.

 

12

The One-to-One Media

Essence of the various one-to-one media, their appeal and the synergies obtained by combining them in marketing communication programs.

13

Sales

and

Sales

Role played

by

the sales’ strategic

Management

communication, various

organizational

 

structures used to manages sales and sales force

performance evaluation.

 

14

Pricing and Negotiating for Value

Designing frameworks for pricing decisions, key activities in pricing decision, role of inventory control and the various financial rudiments of pricing.

15

Evaluating

Marketing

Importance of Information and Control Systems and the various tools of control used in organizations.

Efforts

16

Customer

Retention

Managing customer relationships and customer retention.

and Maximization

11

Session Plan

Reading Material Sessions Topic Case Title, Source and page/case reference- HBS cases / PID- product
Reading Material
Sessions
Topic
Case Title, Source and
page/case reference-
HBS cases /
PID- product Id No.
Ring Medical
(1), (2)
Introduction to business
marketing
PID-589046
YOP:1983
Ch.1,2 and 9.
HBR article discussion
“Blurring the lines, why
it is time to rethink
marketing by Yoram
Wind
PID: POT068
(3),(4)
Purchasing Function
Free Markets online
PID: 598109
YOP: 1998
Ch 3
(5),(6)
Market Opportunities
and developing and
managing products
Emotiv Systems Inc: Its Thought
that Count
Ch. 5,8
PID: 510050
YOP: 2009
Ch.5 and HBR article
Color Kinetics
Market Opportunities
7
PID: 501077
YOP: 2001
discussion “Segmenting
customers in mature
industrial markets: an
application” by V.
Kasturi Rangan PID:
9594089
Siebel systems Anatomy of sale
(A,B,C) PID: 503021, 503022,
(8),(9)
Organizational buying
behavior sales and Sales
management
Ch.4,13
503023
YOP:2000
HBR article discussion
(10),(11)
Organizational Buying
Behavior
“Industrial buying
-
behavior” by Raymond
Corey PID: 9582117
12

(12),(13)

Developing and Managing Products

Loctite Corporation PID: 9581006 YIP: 1980

Ch. 8

(14),(15)

Purchasing Function Character of Business Marketing Wearing Marketing into Fabric of the firm

Bose Corporation : The JIT Program(A) PID: 694001 YOP: 1991

Ch. 2,3,7

(16),(17)

Developing and Managing Products

Precise Software Solutions PID: 503064 YOP: 1999

Ch.

8

(18),(19)

Developing and Managing Products

Signode Industries Inc. PID: 586059 YOP: 1982-84

Ch.8,14

(20),(21)

Business Marketing Channels

Atlas Copco A,B.C PID: 588004, 588020,588021 YOP: 1986

Ch. 9

 

Business Marketing Channels

Centra Software

 

(22),(23)

PID: 9502099

Ch. 9

 

YOP:2002

(24),(25)

Business Marketing Channels Sales and Sales Management

HP Imaging Systems PID: 593080 YOP: 1994

Ch 9,13

(26),(27)

Pricing

Atlantic Computer PID: 2078 YOP: 2007

Ch. 14

13

(28),(29)

Pricing

Cumberland Metal Industries PID: 581004 YOP: 1985

Ch.11,14,19

 

Communication Sales Management Business Channels Marketing Strategy Evaluating Marketing Efforts

Rohn Haas: New Product Marketing Strategy

 

(30),(31)

PID:9587005

Ch. 15,11,9,6

YOP:1993

31,32,33

Reverse Auctions

HBR article discussion “Reverse Auctions Industrial Marketing” by Larry R. Semltzer

Evaluation Plan

CP Component

50

NCP Components

20

End Semester Exam

30

Total

100

14

Integrated Marketing Communications

Program: MBA Class of: 2013 Semester: III

Course Objectives

Course Code: SL MM 605 Credits: 3 Session: 33

To enable students build a sound theoretical and practical understanding of Integrated Marketing Communication and its relevance in the current context.Objectives Course Code: SL MM 605 Credits: 3 Session: 33 To enable students to create a

To enable students to create a fully Integrated Marketing Communications plan for a specified product or service offering.Communication and its relevance in the current context. To enable students to grasp the importance of

To enable students to grasp the importance of consumer behavior and objective target audience selection for effective communication strategies.plan for a specified product or service offering. Develop the ability to write effective creative and

Develop the ability to write effective creative and media briefs for communications campaigns.audience selection for effective communication strategies. Learn to assess suitability of elements of the marketing

Learn to assess suitability of elements of the marketing communications mix for specified objectives.creative and media briefs for communications campaigns. Build ability to analyze Marketing Communication Material

Build ability to analyze Marketing Communication Material wrt. past, current and future communication efforts.the marketing communications mix for specified objectives. To build an appreciation for the new age media

To build an appreciation for the new age media such as the mobile, web 1.0 and web 2.0wrt. past, current and future communication efforts. Critically evaluate strategic communication options and the

Critically evaluate strategic communication options and the implications of their implementation.the new age media such as the mobile, web 1.0 and web 2.0 Draw on academic

Draw on academic articles and cases for better understanding of issues.options and the implications of their implementation. Text Book Book Title Author, Publication & Edition

Text Book

Book Title

Author, Publication & Edition

Advertising and Promotion

George Belch, Michael Belch and Keyoor Purani, 7 th Edition, Tata McGraw-Hill Publication Co.

Reference Books

Book Title

Author, Publication, Edition

Principles of Advertising and IMC

Tom Duncan, 2 nd Edition, Tata McGrawhill

Integrated Advertising, Promotion, and Marketing Communication

Kenneth E. Clow and Donald Black, 2 nd Edition, Prentice Hall India

Advertising Management

Rajiv Batra, John G Myers and David Aaker, Pearson Education, 2002

Marketing Communications: An Integrated Approach

P.R. Smith and Jonathan Taylor, 4 th Edition, Kogan Page,

2005

15

Detailed Syllabus

S No

Topic

Description of topic

 

Role of Integrated Marketing Communication in Marketing, the Promotional Mix

What is integrated marketing communication? What communication tools are used by marketers to communicate? Why its role and importance in the marketing process? Situation Analysis. The process of Segmenting, targeting and positioning for developing right communication strategy.

 

Role of Ad Agency

Duties performed by the ad agency. Various departments and its functions, managerial levels in ad agency. Support services and other special communication agency. Types of compensation to ad agency.

 

Communication Process

Basic model of communication Role of source, message and channel factors in the communication process.

 

Budgeting

Setting budgets on the basis of communication objectives Different ways of communication budgeting

 

Creative Strategy

Role of creativity in advertising strategy The creative process Different advertising appeals and its role in creative strategy Creative tactics for different communication channels

 

Media Strategy

Deciding right choice of media based on target market and creative strategy Brand and Category Development index and its role in Media Strategy Types of Media Scheduling Setting media budget

 

Mix

Functions

Role, Strategy and Evaluation of Broadcast Media Role, Strategy and Evaluation of Print Media Role, Strategy and Evaluation of other support media Role, Strategy and Evaluation of Direct Marketing Role, Strategy and Evaluation of Internet Media Role, Strategy and Evaluation of Sales Promotion Role, Strategy and Evaluation of Public Relations and Publicity and Personal Selling

 

Control

Measuring effectiveness of various advertising and promotional programs Methods of measuring effectiveness Deciding on when and how to take corrective steps

 

International Advertising

Challenges involved in advertising brands across the

and

Promotion

globe

 

16

 

Role of culture in advertising Global Vs. Local advertising strategy

Regulations and Ethics in Advertising

Role of regulation bodies like FTC, FRA Deceptive advertising and its legal implications Advertising and its impact on culture Ethical advertising and considering its impact on society, culture and children.

Session Plan

S.No.

Topic

Session

 

Case

Readings

1

 

1-2

1.

Cunard Line Ltd: Managing

 

Situation Analysis, Communication Functions & Integration

Integrated Marketing

Communications {HBS,1994: 9-

594-046}

Chapter Reading: 1, 2 and 4

Segmenting, Targeting & Positioning - Branding

3-4

2.

Kingsford Charcoal

{HBS,2006: 9-506-020}

 

2

 

5

3.

Amelia Rogers at Tassani

 

Agency Functions

Communications {HBS, 1995: 9-

Chapter 3

492-034}

3

Communication Process, Source Factors

6-7

Role Plays, Advertisement, Creative Writing etc

Chapter 5

4

 

8-9

4.

Metabical: Positioning and

Urbany, Joel E and Davis, James H. “Strategic Insightsin three circles).” Harvard Business Review,

Objective setting based on AIDA model, Hierarchy of Effects framework and DAGMAR

Communication Strategy for new Weight Loss Drug {HBP Brief Case,

 

2010: 4240}

 

Chapter 6 and Chapter 7

5

 

10-11

5.

Reliance Baking Soda:

 

Budgeting

Optimizing Promotional Spending {HBP Brief Case, 2009: 4127}

Chapter 7 (Pgs. 275

304)

6

 

12-13

6.

Suave (C) {HBS, 1994: 9-585-

 

Media Strategy

019}

Chapter 10

 

17

 

7

 

13-14

7.

PSI India: Will Balbir Pasha

 

Communication

Help Fight Aids (A) and (B) {HBS, 2007: 9-507- 032}

 

Strategy

15-16

8.

Mountain Dew: Selecting

Chapter 6, 8 and9

New Creative {HBS, 2001: 9-502-

040}

8

 

17-18

9.

Inside Intel Inside {HBS,

 

2005: 9-502-083}

 

19-20

10.

Bank of America Sports

Sponsorship {HBS, 2009: 9901-

 

Mix Functions

406}

Chapters 11 - 18

21-22

11.

Hasbro Games POX (A) and

(B) {HBS, 2005: 9-505-046}

 

23-24

14.

Online Marketing at Big

Skinny {HBS, 20011: N9-911-033}

9

 

25

12.

Chevron Corporation:

 

Control and

Corporate Image Advertising {HBS, 1993: 9-591-005}

Measurement

26

13.

MedNet.Com Confronts

Chapter 19

“Click Through” Competition {HBP Brief Case, 2007: 2066}

10

 

27-28

15.

Hienken N.V: Global Branding

 

International

Communication

and Advertising {HBS, 1998: 9-596-

015}

Chapter 20

11

Advertising Regulations, Social and Ethical aspects of advertising

29-31

Ad show-real, newspaper clippings, class activity

 

Chapter 21 & 22

Evaluation Plan

 
   

Components

   

Weightage %

1

Class participation (Individual)

 

35

Marks

2

NCP (Mini Projects / Exercises/ Written Case Analysis/Test)

20

Marks

4

Final project (Group)

 

15

Marks

5

End Term (Individual)

 

30

Marks

   

Total

 

100 Marks

18

Program: M.B.A Class of: 2013 Semester: III

Marketing Research

Course Code: SL MM 601 Credits: 03 Session: 33

Course Objective

Explores the role of marketing research in marketing management and demonstrate what marketing research can do for marketing decision-making. The course will develop the skills necessary to do independent marketing research (Problem Identification, Research Design, Data collection, Data analysis, and communicating research results). To do hands-on tasks to perfect their understanding of methods for collecting, analyzing, and summarizing data pertinent to solving marketing problems.

Text Book

Book Title

Author, Publication & Edition

Marketing Research

Naresh K. Malhotra and Satyabhusan Dash, Pearson Education, 6 th Edition

Reference Books

Book Title

Author, Publication & Edition

 

Marketing Research : Concepts & Cases

Rajendra Nargundkar, Tata Mcgraw Hill Education Private

Limited

Marketing

Research

:

A

South

Asian

G.A.

Churchill

Jr.,

D.

Iacobucci,

D.

Israel,

Cengage

Perspective

Learning, 2009

 

Detailed Syllabus

S.No

Topic

Description

1

Introduction to marketing research and problem definition

Role of marketing research1 Introduction to marketing research and problem definition

Process of marketing researchand problem definition Role of marketing research Problem Formulation 2 Research Design Types of

Problem FormulationRole of marketing research Process of marketing research 2 Research Design Types of research Designs

2

Research Design

Types of research Designs2 Research Design

Exploratory research, Descriptive and Causal research2 Research Design Types of research Designs 3 Data Collection Secondary and Primary data Methods

3

Data Collection

Secondary and Primary data3 Data Collection

Methods and

Collecting Primary DataMethods and

Instruments

Communication Methods – questionnaire questionnaire

Designing the questionnaireInstruments Communication Methods – questionnaire Designing the observation form Designing the discussion

Designing the observation formMethods – questionnaire Designing the questionnaire Designing the discussion guide for qualitative studies

Designing the discussion guide for qualitative studiesData Instruments Communication Methods – questionnaire Designing the questionnaire Designing the observation form

19

   

Measurements and Scales   

Comparative and Non Comparative Scaling Techniques    Measurements and Scales 4 Sampling & Data collection Sampling basics, Probability and Non

4

Sampling & Data collection

Sampling basics, Probability and Non Probability Sampling4 Sampling & Data collection

Sample Size determinationSampling basics, Probability and Non Probability Sampling   Non sampling errors Response Rate its calculation

 

Non sampling errors 

Response Rate its calculation and improvementSample Size determination   Non sampling errors Preparing data for analysis - Editing, Coding, handling

Preparing data for analysis - Editing, Coding, handling missing valueserrors Response Rate its calculation and improvement Introduction to analysis packages (SPSS/SAS) 5

Introduction to analysis packages (SPSS/SAS)data for analysis - Editing, Coding, handling missing values 5 Qualitative Research Methods Group Interview, Focus

5

Qualitative Research Methods

Group Interview, Focus Group Discussion5 Qualitative Research Methods

Content AnalysisResearch Methods Group Interview, Focus Group Discussion   Projective Techniques 6 Multivariate analysis

 

Projective Techniques 

6

Multivariate analysis Techniques

Multiple Linear Regression6 Multivariate analysis Techniques

Three group Discriminant analysisanalysis Techniques Multiple Linear Regression   Multinomial Logistic Regression Factor analysis 7

 

Multinomial Logistic Regression 

Factor analysisanalysis   Multinomial Logistic Regression 7 Marketing Engineering Customer Value Assessment and

7

Marketing Engineering

Customer Value Assessment and Valuing Customers:7 Marketing Engineering

Learning to

Calculate Customer Lifetime Value

Segmentation, and Targeting using Factor Analysis, Regression and Cluster AnalysisCustomers: Learning to Calculate Customer Lifetime Value Positioning using Perceptual Map New Product Design using

Positioning using Perceptual Mapusing Factor Analysis, Regression and Cluster Analysis New Product Design using Conjoint Analysis Product

New Product Design using Conjoint Analysisand Cluster Analysis Positioning using Perceptual Map Product Forecasting using Bass Model & Assessor Resource

Product Forecasting using Bass Model & Assessorand Cluster Analysis Positioning using Perceptual Map New Product Design using Conjoint Analysis Resource Analysis

Resource Analysisusing Perceptual Map New Product Design using Conjoint Analysis Product Forecasting using Bass Model & Assessor

Session plan

       

Simulations

/workshops

Sessions

Topic Details

Exercises

No

Case Title / Source

Readings / Source

/Role plays

/Teaching

Note /source

 

Role of marketing research, Process of marketing

TrueEarth Healthy Foods:

   

Market Research for a New Product Introduction (HBS Brief Case no 4065)

The Market

Research

1

research and

Malhotra Ch. 1,2,3

Encyclopedia

Problem Formulation

(EBSCO)

2

Research Design

Marvel Enterprises Inc. (Abridged) (HBS Case no.

Malhotra Ch. 4

 

N9-511-097)

3

Data Collection Methods and Instruments

Harvard Graduate Student Housing Society (HBS Case no

Malhotra, Ch. 7, 8, 9, 10.

 

9-505-059)

20

 

Sampling Procedures, Sampling Size

Store 24(A): Managing Employee Retention (HBS Case no

9-602-096)

   

4

Determination, Field procedures and Non sampling Errors

Malhotra, Ch. 11, 12, 13

 

Qualitative Research Techniques I

Exercise/Faculty

 

Exercise/Acti

5

Faculty Notes

vity

6-8

Multiple Regression

Store 24(A): Managing Employee Retention (HBS Case no 9-602-096)

Malhotra, Ch. 18

 
   

Case 3.3 Kimberly Clark:

   

9-10

Discriminant Analysis

Competing Through Innovation (Naresh Malhotra pp. 798-804)

Malhotra, Ch. 19

11-12

Factor Analysis

Marketing Dilemma for Elan Jeans Brand (CDC Case)

Malhotra , Ch. 20

 

13-14

Logistic Regression

Product Convergence and Customer Segments (CDC Case)

Malhotra, Ch. 21

 
 

Customer Value Assessment and Valuing Customers: Learning to Calculate Customer Lifetime Value

   

Simulation

16-17

Malhotra, Ch. 22

(using ME

Excel)

 

Segmentation, and Targeting using Factor Analysis, Regression and Cluster Analysis

   

Simulation

18-19

Malhotra, Ch. 22

(using ME

Excel)

       

Simulation

21-23

Positioning using

Perceptual Map

Malhotra Ch. 23

(using ME

Excel)

   

MSA: The Software Company Planning the AMAPS Product Line (HBS Case no. 9-590-069)

 

Simulation

24-26

New Product Design using Conjoint Analysis

Malhotra, Ch. 24

(using ME

Excel)

       

Simulation

27-29

Product Forcasting using Bass Model & Assessor

Malhotra, Ch 25

(using ME

Excel)

       

Simulation

31-33

Resource Analysis

Malhotra, Ch 26

(using ME

Excel)

21

Evaluation Plan

S No

Component

Weightage

1

Class Participation

30

2

Projects

20

3

Mid Term Test

10

4

WAC1 + WAC 2

10

5

End Term

30

22

Program: MBA Class of: 2013 Semester: III

Course Objectives

Product Management

Course Code: SL MM 610 Sessions: 33 Credits: 3

To equip students with advanced concepts and practices of modern product management and provide a basis for understanding different product related issues in marketing starting from new product development to product deletion strategiesManagement Course Code: SL MM 610 Sessions: 33 Credits: 3 To understand branding & packaging issues

To understand branding & packaging issues and develop an overall idea about managing products and services effectively.from new product development to product deletion strategies To provide a platform for a holistic view

To provide a platform for a holistic view of the product management function, with an objective of creating value and building customer satisfaction.idea about managing products and services effectively. The course also aims at enriching the students about

The course also aims at enriching the students about product portfolio with an objective of building interdisciplinary approach to understanding marketing function.of creating value and building customer satisfaction. Text Book Book Title Author, Publication & Edition

Text Book

Book Title

Author, Publication & Edition

Product Management

Donald R Lehmann and Russel Reprint

S Winer, TMH

Edition, 2010

Reference Books

Book Title

Author, Publication & Edition

1. New Products Management

2. Product Strategy and

Micheal Baker and Susan Hart, Pearson, 2nd Edition

Management

3.

The Product Manager’s

Linda Gorchels, TMH, 2012

Hand Book

23

Detailed Syllabus

S.No

 

Topic

 

Description

1

Kinds

of

Marketing

Product focused, market focused and functionally focused organizations and their relevance

Organizations

2

Interfaces,

roles

and

Various interfaces of product manager within and beyond organization, emphasizing product management as an interdisciplinary function

responsibilities

of

Product Manager

3

Marketing

Planning

Definition, 0bjectives, components of marketing plan, steps in marketing planning process

Process

4

Defining Competitive set

Various levels of competition, various empirical and non- empirical methods for determining competition

5

Category Attractiveness Analysis

Porter’s five forces, aggregate market factors, SLEPT factors

6

Competitor Analysis

 

Various methods to assess competitor’s current objectives and strategies. Sources of identifying information about competitors, competitors’ differential advantage analysis

7

Customer Analysis

 

Customer segmentation: criteria and methods, sources of customer value, customer purchase and usage patterns. Models to determine customer value

8

Market

Potential

and

Various methods to determine market potential and sales volume / value

Sales Forecasting

9

Developing

Product

Product positioning, brand equity, managing product over product life cycle

Strategy

10

New Products

 

Line extensions, brand extensions. Steps, ideas for new product development

11

Product decisions

 

Pricing, advertising, promotion decisions, channel management marketing.

24

Session Plan

Session

 

Case title / Source HBS case PID Product ID no

Reading Material / Chapter(s) mapped from prescribed text

No.

Topics

1

Kinds of marketing organizations and their relevance in different contexts

Bausch & Lomb: Regional Organization, PID:9-594-056

Ch.1

     

Interfaces of a Product

2

Interfaces, roles and

Research Papers(2)

Manager, Journal of Marketing, 1969, Vol 33, pp. 33 -36.

responsibilities of Product manager

The Changing role of Product

Manager, Journal of Marketing, 1975, Vol 39, pp. 3 -11.

 

Marketing planning process and control, defining competitive set

Gillette Personal Care Division:

 

3,4

Marketing Planning and

Ch. 2

Control,

PID: 9-587-099

 

Category

   

5,6

attractiveness,

customer analysis

net. Genesis, Inc

PID: 9-500-009

Ch. 3, 5

 

Defining competitive set, competitors' analysis

Robert Mondavi and Wine

 

7,8

industry

PID: 9-302-

Ch. 4, 5

102

9,10

Customer analysis, developing product strategy, product pricing decisions

BioPure Corporation PID: 9-598-150

Ch. 6,8,10

11, 12

Sales Forecasting

Forecasting the adoption of new product PID: 9-505-062

Ch. 7

13,14

Product pricing and packaging decisions, market potential assessment and sales forecasting

Metabical pricing, packaging and demand forecasting for a New Weight Loss Drug PID: 4183

Ch. 7, 10

25

 

Product Strategy:

   

15, 16

product positioning and Product life cycle concerns

Clean Edge Razor: Splitting hairs in Product Positioning PID: 4249

Ch. 8

17,

New product development, product channel and communication decisions

BioCon: Launching a new cancer drug in India PID: 9-508-026

 

18,19

Ch. 9, 10, 13

20,21

Product promotion decisions

Charles Schwab & Co. Inc: The “Talk to Chuck” Advertising Campaign PID: 9-507-005

Ch. 11

22,23

Marketing communication and brand building process

Heineken.N.V.: Global Branding and Advertising PID: 9-596-015

Ch. 8,11

 

Evaluating opportunities and risks of price promotion

Culinarian Cookware:

 

24,25

Pondering Price Promotion PID: 4057

Ch. 12

 

Managing channels:

   

Channel conflict, challenges in maintaining multiple channels

Good Year: The Aquatred

26,27

Launch

PID: 9-500-

Ch. 13

039

 

Marketing Metrics:

Giant Consumer Products: The Sales Promotion Resource Allocation Decision PID: 4131

 

Financial metrics,

28, 29

Marketing mix

Ch. 15, 16

metrics

 

Marketing Metrics:

Rosewood Hotels and Resorts : Branding to increase profitability and Life time Value PID: 2087

 

30,31

Customer based

Ch. 14, 16

metrics

32,33

last sessions reserved for discussing contemporary developments in product management

26

Evaluation Plan

Sl. No.

Component

Weightage

 

CP Components

 

1

First Evaluation

(after 11th session)

10

2

Second Evaluation (after 22nd session)

15

3

Third Evaluation NCP Components

(after 33rd session)

15

4

Project

30

5

End Semester

30

 

Total

100

27

Sales & Distribution Management

Program

MBA

Course Code: SL MM 606

Class of

2011-13

Credits: 3

Semester

III

Session: 33

Course Objective: To enable students understand the varied dimensions of Sales & Distribution Management in the context of a dynamic and evolving market environment. At the end of the course the student should be in a position to understand, analyze and interpret different dimensions of sales and distribution management and should be confident of facing a tough and challenging external environment independent of the industry he /she joins after the MBA program.

Text Book

Book Title

Author, Publication & Edition

Management of Sales Force

Spiro,Stanton, Rich 11 th edition Tata McGraw Hill

Marketing Channels

Coughlan, Anderson, Arin, Stern and Ansary, 7 th Edition, Prentice Hall of India

Reference Books

Book Title

Author, Publication & Edition

Selling & Sales Management

David Jobber, Geoff Lancaster, Prentice Hall, 8 th Edition

Detailed Syllabus

Sl No.

Topic

Topic description / objective

 

Sales Management

1.

Introduction to sales

Introduce the topic of selling and sales management to the students

2.

Role of the sales person

To introduce the students to the role and importance of a sales person to the organization

3.

Selling skills

To impart basic selling skills to students ( 7 steps of selling)

4.

Recruiting and Selection of Sales force

To highlight the process of recruitment and selection

5.

Sales Training Programs

To highlight the importance of training sales force

6.

Motivating sales force through incentives and

To discuss the different methods and formats of incentivizing the sales force and help students plan for

28

 

rewards

programs in different contexts

7.

Understanding the Sales Organization

To understand different types of sales structures the advantages and disadvantages

8.

Setting sales quotas and forecasting

To understand different types of quotas and ways and methods of implementing quotas

9.

Controlling the sales effort and control

To discuss ways and means of having a control on sales force in an organization. The benefits of having controls and optimizing resources

10.

Sales Territory Management

Methods of dividing the market into territories

 

Distribution Management

11.

Introduction to distribution Management

To understand the basics of distribution management

12.

Selection of channels

To understand the types of channels, key issues in distribution strategy

13.

Motivating channel partners

To understand the factors affecting channel member performance and ways of motivating them

14.

Logistics Management

Functional areas of logistics

15.

Wholesaling and Retailing

To understand the different facets of wholesaling and retailing

16.

Physical Transportation and Warehousing

To understand the impact of different players in the supply chain and logistics process

Session plan

 

Session

Topic

Case Title, Source HBS code and page/case reference

Reading Material

 

No

 
 

Sales Management

 

1

Introduction to sales

Discussion of different

Chapter 6, Text book 1 (page 170)

sales roles

during

Summer internship

 

(9) 507-039 Dec 2006

2

Role of the sales person

The

Effective

Sales

Chapter 6, Text book 1 (page 170)

Executive

3

Selling skills

Rosewood Hotels and Resorts, HBS Case / Demo on Personal Selling 2087 June 2007

Chapter 1

and

6

from

Text book 1 (page 1 and

page 170)

29

4/5

Recruiting and Selection of Sales force

 

Sales Force Integration at Fed Ex (A), HBS Case (9) 506-029

Page 288 (Text book 1)

6

Sales Training Programs

 

Digital Think : Building a Sales Force, HBS Case (9) - 898 193 June

Page 366 (Text book 1)

 

1999

 

7/8

Motivating sales force through incentives and rewards

Digital Think : Building a Sales Force, HBS Case

Page 366 (Text book 1)

9 /10

Understanding

 

the

Sales

DBK :

The

Power

of

Page 411, page 205 (Text book 1)

Organization

 

Direct Sales, HBS Case

 

4284

April 2011

   

11

/ 12

Setting

sales

quotas

and

Digital Think : Building a Sales Force, HBS Case revisit

Page 366 (Text book 1)

 

forecasting

 

13

/ 14

Controlling the sales effort and control

S1 Corporation, HBS Case (9) 597 044 July 1999

Page 411, page 426 (Text book 1)

15/16

Sales Territory Management

Class Group Exercise