Beruflich Dokumente
Kultur Dokumente
GITAM University
(Estd. u/s 3 of the UGC Act, 1956)
MBA Programme
(w.e.f . 2013-2014 admitted batch)
To inculcate entrepreneurial skills among students for creating and managing their own
enterprise
The MBA Programme is designed keeping in mind the objectives stated earlier and structured by
including courses on various aspects of Management. This entails an in-depth study of 25 core courses in
the three trimesters of the first year, laying a holistic foundation.
In the second year, a student is required to opt for specialization in two functional areas. A student must
study eight courses in each specialization in IV & V trimesters put together, that is, four courses in each
specialization in each trimester. Out of the four courses, three courses are compulsory and one course is
required to be opted from three elective courses. In the VI trimester the student has to do a major project
work of ten weeks duration.
SCHEME OF INSTRUCTION
Master of Business Administration (MBA)
Programme Code: HMPRBA
(With effect from the Admitted Batch of 2013-2014)
TRIMESTER I:
S. No.
Code No.
HMPRBA 101
HMPRBA 102
2
3
4
HMPRBA 103
HMPRBA 104
HMPRBA 105
5
6
HMPRBA 106
HMPRBA 107
HMPRBA 108
Sessions
Lec Pra
Credits
Total
Marks
CA TEA
40
60
100
40
60
100
3
3
3
3
3
3
40
40
40
60
60
60
100
100
100
3
3
3
3
40
40
60
60
100
100
3+1
40
40+20*
100
24
25
320
480
800
TRIMESTER II:
S. No.
1
2
3
4
5
6
7
8
Code No.
HMPRBA 201
HMPRBA 202
HMPRBA 203
HMPRBA 204
HMPRBA 205
HMPRBA 206
HMPRBA 207
HMPRBA 208
Organizational Behaviour
Business Laws
Business Communication
Operations Research
Marketing Management
Human Resource Management
Cost Management
Research Methodology
Total
Session Credits
3
3
3
3
3
3
3
3
24
3
3
3
3
3
3
3
3
24
Marks
CA
TEA
Total
40
40
40
40
40
40
40
40
320
100
100
100
100
100
100
100
100
800
60
60
60
60
60
60
60
60
480
TRIMESTER III:
S. No.
Code No.
1
2
3
HMPRBA 301
HMPRBA 302
HMPRBA 303
HMPRBA 304
4
5
6
7
8
9
10
HMPRBA 305
HMPRBA 306
HMPRBA 307
HMPRBA 308
HMPRBA 309
HMPRBA 311
Sessions
Lec Pra
Credits
Marks
CA
TEA
Total
3
3
3
3
3
3
3
3
40
40
40
40
60
60
60
60
100
100
100
100
3
3
3
3
3
3
40
40
40
60
60
60
100
100
100
3
2
2
40
100
60
100
100
100
100
28
420
580
1000
3
1
26
SPECIALIZATION COURSES
The students are required to choose Two specialization groups from the Five specialization groups
offered during IV & V Trimesters as follows:
Code No.
HMPRBA-XX-401
HMPRBA-XX-402
HMPRBA-XX-403
HMPRBA-XX404 /HMPRBAXX405 /HMPRBA406
HMPRBA-XX-401
HMPRBA-XX-402
HMPRBA-XX-403
HMPRBA-XX404 /HMPRBAXX405 /HMPRBA406
HMPRBA-XX-407
HMPRBA 408
Sessions
Credits
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
2
2
28
50
100
580
50
100
950
28
Marks
CA TEA
420
Total
Code No.
HMPRBA-XX-501
HMPRBA-XX-502
HMPRBA-XX-503
HMPRBA-XX504 /HMPRBAXX505 /HMPRBA506
HMPRBA-XX-501
HMPRBA-XX-502
HMPRBA-XX-503
HMPRBA-XX504 /HMPRBAXX505 /HMPRBA506
HMPRBA-XX -507
HMPRBA-XX-508
Marks
CA
TEA
Sessions
Credits
Total
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
100
100
150
150
28
29
420
630
1050
Code No.
HMPRBA-FM 401
HMPRBA- FM 402
HMPRBA- FM 403
HMPRBA- FM 404/
HMPRBA- FM 405/
HMPRBA- FM 406
Banking
&
Financial
Institutions
Financial Engineering &
Risk Management
Corporate Restructuring and
Valuation
Banking Theory and Practice
(or) Credit Risk
Management (or)
International Financial
Reporting Standards
Total
Sessions
Marks
Credits CA
TEA
Total
40
60
100
40
60
100
40
60
100
40
60
100
12
12
160
240
400
V. Trimester Courses
Marks
S. No.
Code No.
5
6
HMPRBA- FM 501
HMPRBA- FM 502
7
8
HMPRBA- FM 503
HMPRBA- FM 504/
HMPRBA- FM 505/
HMPRBA- FM 506
Investment Management
International Banking and
Finance
Derivatives
Banking Technology
Management (or)
Financial Planning and
Wealth Management (or)
Financial & Credit
Analysis
Total
Sessions
Credits
40
60
100
40
60
100
40+20*
40
100
40
60
100
12
12
180
220
400
CA
TEA
Total
Code No.
HMPRBA -HR 401
HMPRBA- HR 402
HMPRBA -HR 403
HMPRBA- HR 404 /
HMPRBA- HR 405/
HMPRBA- HR 406
Total
Sessions
Credits
Marks
CA
TEA
Total
40
60
100
3
3
3
3
40
40
60
60
100
100
40
60
100
12
12
160
240
400
V. Trimester Courses
S. No.
Code No.
5
6
HMPRBA- HR 501
HMPRBA- HR 502
HMPRBA- HR 503
7
8
Employment Laws
Industrial Relations
Strategic Human Resource
Management
HMPRBA- HR 504/ Recruitment & Selection (or)
HMPRBA-HR 505/ Learning & Development (or)
HMPRBA- HR 506 Leadership & Team Building
Total
Sessio
ns
Credits
Marks
CA
TEA
Total
3
3
3
3
40
40
60
60
100
100
40
60
100
40
60
100
12
12
160
240
400
C. INTERNATIONAL BUSINESS
IV. Trimester Courses
S. No.
1
2
3
4
Code No.
HMPRBA-IB 401
HMPRBA-IB 402
HMPRBA- IB 403
HMPRBA- IB 404/
HMPRBA- IB 405/
HMPRBA- IB 406
Sessions
Credits
Marks
CA TEA
Total
40
60
100
40
60
100
40
60
100
40
60
100
12
12
160
240
400
V. Trimester Courses
S. No.
5
6
7
8
Code No.
HMPRBA-IB 501
HMPRBA-IB 502
HMPRBA- IB 503
HMPRBA- IB 504/
HMPRBA- IB 505/
HMPRBA- IB 506
Sessions
Credits
Marks
CA
TEA
Total
40
60
100
40
60
100
40
60
100
40
60
100
12
12
160
240
400
D. MARKETING MANAGEMENT
IV. Trimester Courses
S. No.
1
2
3
4
Code No.
HMPRBA- MM 401
Sessions Credits
Marks
CA
TEA
Total
40
60
100
40
60
100
40
60
100
40
60
100
12
12
160
240
400
V. Trimester Courses
S.No
Code No.
6
7
8
Total
Marks
CA
TEA
Session
Credits
Total
40
60
100
40
60
100
40
60
100
40
60
100
12
12
160
240
400
Code No.
HMPRBA-OSM 401
HMPRBA-OSM 402
HMPRBA-OSM 403
HMPRBA-OSM 404/
HMPRBA-OSM 405/
HMPRBA-OSM 406
Sessions Credits
Marks
CA TEA
Total
40
60
100
40
60
100
40
60
100
40
60
100
12
12
160
240
400
V. Trimester Courses
S. No.
Code No.
5
6
7
HMPRBA-OSM 501
HMPRBA-OSM 502
HMPRBA- OSM 503
Sessions
Credits
Marks
CA
TEA
Total
3
3
3
3
40
40
60
60
100
100
40
60
100
40
60
100
12
12
160
240
400
VI. Trimester
Major Project work for 10 Weeks
S. No.
Code No.
1.
HMPRBA- 601
Project Seminar
2.
HMPRBA -602
Project Evaluation*
Total
Marks
Credits Internal External
3
100
3
6
50
Total
100
100
100
200
200
* Project Report Evaluation is double valuation by internal and external examiners for 100 marks and
average marks shall be taken into consideration.
2.0
2.1 The course content of individual subjects (theory as well as practicals / tutorials) is expressed in
terms of a specified number of credits. The number of credits as assigned to a subject depends on
the number of contact hours (lectures & tutorials) per week.
2.2 In general, credits are assigned to the courses based on the following contact periods per week
per trimester.
N lecture sessions per week= N Credits
Two periods of practicals = 1 Credit
Three or more periods of practicals = 2 Credits
2.3 The curriculum of MBA programme is designed to have a total of 140 credits for the award of MBA
degree. A student is deemed to have successfully completed a particular trimesters programme of
study when the student earns all the credits of that trimester and has no F grade in any subject of
that trimester.
10
5. 0
5.1
The assessment of students performance in each course will be based on continuous internal
evaluation and trimester-end examination. The marks for each of the components of assessment
are as follows:
Assessment Procedure
S.No. Component of
assessment
Continuous
evaluation
2
3
4
5
6
Trimester-end
examination*
Total
Minor Project
(Eight weeks)
Major Project
(Ten weeks)
Viva Voce
(At the end of III
Trimester)
Comprehensive
Viva (At the end
of V Trimester)
Soft Skills
Business Games
Marks Type of
allotted Assessment
Scheme of Examination
(i) Mid Trimester examination: 15 marks.
(ii) Two surprise subject related Quizzes : 5
marks each = 10/ or Situational Role play for 10
marks
(iii) Classroom Participation: One or more of
the following: Seminars/Presentations/Case
Discussions/ Workshops / Group
Discussions/Assignments etc : 15 marks
The trimester-end examination in theory
subjects: 60 marks.
Note: In case of courses having practicals, the
theory examination will be for 40 marks and
practical exam for 20 marks.
40
60
100
100
Viva Voce
150
Viva Voce
100
200
100
50
Project
Evaluation
Project
Evaluation
Scores secured
in the objective
type tests
Performance
during the
Business
Games
Sessions
*The faculty shall incorporate the trimester-end examination model paper in the course outline which is to
be submitted at the beginning of the Term. Any change in the scheme of valuation proposed and
discussed with students would be communicated to the programme coordinator.
11
The performance of students in a workshop facilitated by the course instructor or an external resource
person on a topic relevant to a course will be assessed through a test at the end of the workshop.
For purpose of continuous assessment the course instructor may also assign written tasks on topics relevant
to his/her course.
5.3
The Viva-voce shall be conducted at the end of III and V trimesters, and Project Seminar at the end of the
VI trimester. The contents and marks for each Viva-voce/Project Seminar shall be as follows:
V Trimester end
Comprehensive Viva on all the courses of study, industrial visits, during courses up to V trimester:
marks.
150
VI Trimester end
Project Seminar
Project Evaluation
: 100 Marks
: 100 Marks
12
13
A. The following shall be the structure of the question papers of different courses
with exception of courses mentioned other than problem papers and computer
papers without practicals.
S. No.
1.
2.
3.
Pattern
Section A : Five one page answer questions
(Five out of eight to be answered, at least one question from each unit)
Section B : Five short essay type questions
(Either or choice questions from each unit)
Section C : One Caselet
( not more than 200 words)
Total
Marks
5 X 2 = 10
Marks
5 X 8 = 40
Marks
1 X 10 =10
Marks
60 Marks
B. The following shall be the structure of question paper for courses with numerical
problems (Quantitative Courses).
S.No.
1.
2.
Pattern
Marks
5 X 3 = 15
Marks
5 X 9 = 45
Marks
60 Marks
C. The following shall be the structure of question paper for Computer related courses having
praticals.
S.No.
1.
2.
3.
Pattern
Section A : Ten Objective type questions
(All questions are compulsory).
Section B : Five short Essay type questions
(Either or choice Questions from each unit)
Practicals
Total
Marks
10 X 1= 10
Marks
5 X 6 = 30
Marks
20 Marks
60 Marks
D. The following shall be the structure of the question papers of courses on Communication (Written
Analysis and Communication, and Business Communication).
S. No.
Pattern
Marks
1.
Section A : Five objective type questions
5X1=5
Marks
2.
Section B : Four one page answer questions
4 X 2 = 10
(Four out of seven to be answered).
Marks
3.
Section C: Five short essay type questions
5 X 7 = 35
(Either or choice questions from each unit)
Marks
4.
Section D : One Caselet
1 X 10 =10
( not more than 200 words)
Marks
Total
60 Marks
E. The following shall be the structure of question paper for theory courses without case studies .
S.No.
1.
2.
Pattern
Section A : Five one page answer questions
(Five out of Eight to be answered).
Section B : Five essay type questions
(Either or choice questions from each unit)
Total
Marks
5 X 3= 15
Marks
5 X 9 = 45
Marks
60 Marks
9.1 Based on the students performance during a given trimester, a final grade will be awarded at the end of
the trimester in each course. The grades and the corresponding grade points are as given in Table 2.
S. No.
Grade
1
2
3
4
5
6
7
O
A+
A
B+
B
C
F
90 and above
80-89
70-79
60-69
50 59
40-49
Less than 40
9.2 A student who earns a minimum of 5 grade points (C grade) in a course is declared to have
successfully completed the course, and is deemed to have earned the credits assigned to that course.
9.3 The minimum of 24 marks in case of theory papers without practicals and minimum of 16 marks in
case of theory papers with practicals to be secured in each paper at the trimester end examination in
order to pass the course. The minimum pass percentage in case of practical examinations shall be
40%.
9.4 In case of courses like Soft Skills and Business Games/Workshops, and for Project Reports and
Viva-Voce/Project Seminar/Project presentation, the minimum pass percentage shall be 40%.
8.0*
7.0
6.0
5.0
* In addition to the required CGPA of 8.0, the student must have necessarily passed
all the courses of every trimester in the first attempt.
15
11. EVALUATION:
With regard to the termend examinations, the answer scripts will be returned to the students after
the letter grades have been approved by the results committee. If a student has any query on the
grade awarded, the student may within one week of award of the Grade, approach the course
teacher with a request. If the aggrieved student is still unconvinced with the evaluation, an appeal
may be made in writing to the student grievance redressal committee for re-valuation. The total
process shall be completed within a week.
12. REAPPEARANCE
12.1
A Student who has secured F Grade in any theory course of any trimester shall have to reappear
for the trimester end examination of that course in the following year.
12.2
A student who has secured F Grade in Project work shall have to improve his report and reappear
for viva-voce of project work at the time of special examination.
12.3 A student who has secured F Grade in Practicals shall have to reappear for Special Examination.
15.0
15.1
15.2 A student shall be eligible for award of the MBA degree if he/she fulfils the following conditions:
a) Registered and successfully completed all the courses and projects.
b) Successfully acquired the minimum required credits as specified in the curriculum within
the stipulated time.
c) Has no dues to the Institute, hostels, Libraries, NCC / NSS etc, and
d) No disciplinary action is pending against him / her.
16
SYLLABUS
Master of Business Administration (MBA)
TRIMESTER I:
S.No.
Code No.
1.
HMPRBA 101
2.
HMPRBA 102
3.
HMPRBA 103
Managerial Economics
4.
HMPRBA 104
Business Environment
5.
HMPRBA 105
6.
HMPRBA 106
Quantitative Methods
7.
HMPRBA 107
8.
HMPRBA 108
IT for Management
17
4.
5.
6.
18
19
20
Gupta, G.S. Macro Economics - Theory and Application. New Delhi: Tata-Mc Graw Hill
Publishing, 2007.
Cherunilam, S Francis. Business Environment. Mumbai: Himalaya Publishing House, 2011.
Reference Books
1. Rangarajan. C & BH. Dholakia. Managerial Economics. New Delhi: Tata McGraw-Hill Publishing.
2006.
2. Misra & Puri. Indian Economy. New Delhi: Himalaya Publishing House, 2006
3. Paul, Justin. Business Environment (Text and Cases). New Delhi: Tata McGraw-Hill. 2006.
4. Ruddradutt & KPM.Sundaram. Indian Economy. New Delhi: S. Chand & Co. Ltd., 2008.
5. Saleem, Shaikh. Business Environment. New Delhi: Pearson Education, 2006.
Journals
1. Business World, ABP Pvt. Ltd, New Delhi
2. GITAM Journal of Management, GIM, GITAM University, Visakhapatnam
3. Indian Management, AIMA, New Delhi
4. Management Review, IIM, Bangalore
5. Vikalpa, IIM, Ahmedabad
The objective of the course is to equip the students with financial accounting concepts
and methods from a managerial perspective, and enable them to analyze financial statements from this
perspective.
UNIT I: Accounting Nature, Scope and Significance of Accounting - Principles of accounting
concepts and conventions of Accounting users of accounting information branches of accounting
GAAP.
UNIT II: Processing of Transactions - Double entry system process of recording transactions preparation of Ledgers - Objectives and Methods of Trial Balance - Preparation of Trial Balance. (With
Numerical Problems)
UNIT III: Preparation of Financial Statements Preparation of trading account Profit and Loss
Account Balance Sheet Accounting Equation Accounting treatment of adjustments. (With
Numerical Problems)
UNIT IV: Financial Statement Analysis- : Funds flow analysis Statement of funds from operations
preparation of Funds flow statement. Cash flow analysis Statement of cash from operations
preparation of Cash Flow Statements (With Numerical Problems)
UNIT V: Ratio Analysis - Meaning and Types of Ratios Ratios measuring short term solvency and
long term solvency Turnover Ratios Profitability Ratios Interpretation of ratios - Managerial uses
and limitations of Ratio Analysis. (With Numerical Problems)
Activity: A Workshop will be organized by an external organization for a minimum of 3 days on
Applications of Financial Tally Package.
Text Book
Narayanaswamy R. Financial Accounting A Management Perspective. Fourth Edition. New Delhi:
PHI. 2011.
Reference Books
1. Hanif and Mukarjee. Financial Accounting. New Delhi: Tata McGraw-Hill, 2011.
2. Jawahar Lal. Accounting for Managers. New Delhi: Himalaya Publishers, 2007.
3. Maheswari S.N & Maheswari S.K. Introduction to Financial Accounting. New Delhi: Vikas
Publishing House, 2009.
4. Tulsian P.C. Financial Accounting. Volume I, New Delhi: Pearson Education, 2007.
Journals
1. Finance India, Indian Institute of Finance, New Delhi.
2. GITAM Journal of Management, GIM, GITAM University, Visakhapatnam.
3. Journal of Accounting and Finance, Jaipur.
4. Journal of Management and Accounting Research, ICAI, New Delhi.
The objective of this course is to enable the student to appreciate the role of quantitative methods in
business decision making in solving management problems and in improving quantitative reasoning skills
UNIT-I: Measures of Central tendency & Dispersion; Measures of location Mean Median, Mode,
Geometric Mean, Harmonic Mean, Measures of dispersion range, Quartile Deviation, Mean Deviation,
Variance, Standard Deviation, Coefficient of variation
UNIT-II: Forecasting Techniques- Simple Linear Regression, Different methods to construct regression
equations. Correlation; Meaning, Determination of correlation co-efficient, rank correlation
UNIT-III: Time series: components of Time series, measurement of trend; Freehand curve, semi
averages, moving averages, least squares method.
UNIT-IV: Probability: Permutations & Combinations Definition of Probability, Addition &
Multiplication Rules, Bayes Theorem and its application.
UNIT-V: Theoretical Distributions: Binomial, Poisson and Normal Distributions
Problems in all the above Units
Text Book
Pal, Nabendu & Sahadeb Sarkar, Statistics - Concepts and Applications, New Delhi: Prentice-Hall
India Private Limited, 2008
Reference Books
1. Levine, Stephan, Krehbiel & Berebson. Statistics for Managers-Using Microsoft Excel. New Delhi:
Prentice-Hall India Private Limited, 2007.
2. Levin Richard I. & David S. Rubin. Statistics for Management. New Delhi: Prentice-Hall of India
Private Limited, 2007
3. Srivastava, T.N. & Shailaja Rego., Statistics for Management New Delhi: Tata McGraw-Hill
Publishing Company Limited, 2008
4. Srivastava, U.K., G.V. Shenoy & S.C. Sharma. Quantitative Techniques for Managerial Decisions.
New Delhi: New Age International (P) Limited. 2005
Journals
1.
23
Journals
1. Business Communication Quarterly, Association for Business Communication, New York.
2. Journal of Technical Writing and Communication, Charles H Sides, Baywood Publication, New
York.
3. Corporate Communications: An International Journal
24
Journals
1. Data Quest, New Delhi
2. Microsoft Excel Articles-Spy Journal 3.0
25
S.No.
Code No.
1.
HMPRBA 201
Organizational Behaviour
2.
HMPRBA 202
Business Laws
3.
HMPRBA 203
Business Communication
4.
HMPRBA 204
Operations Research
5.
HMPRBA 205
Marketing Management
6.
HMPRBA 206
7.
HMPRBA 207
Cost Management
8.
HMPRBA 208
Research Methodology
TRIMESTER II
26
27
28
Text Book
Kapooor, N.D.. Elements of Mercantile Law. New Delhi: Sultan Chand, 2012.
References Books
1.
2.
3.
4.
Avatar Singh. Principles of Mercantile Law. Lucknow: Eastern Book Company. 2007.
Gulshan & G.K. Kapoor. Business Law. New Delhi: New Age Publishers, 2005.
Gulshan .S.S., Business Law. New Delhi: Excel Books, 2006.
Kapooor N.D. Business & Corporate Laws. New Delhi: Sultan Chand. 2007.
Journals
1. GITAM Journal of Management, GITAM University, Visakhapatnam
2. ILJ Indian law journal New Delhi
3. The Journal of Law and Society New Delhi
4. The Canadian Journal of Law and Society
29
Text Book
Wofford, Jerry C., Edwin A. Gerloff & Robert C. Cummins, Organizational Communication The
Keystone to Managerial Effectiveness. New York: McGraw-Hill, 1977.
Reference Books
1. Courtland L Bovee, , John V. Thill, & Mukesh Chaturvedi, Business Communication Today, Ninth
Edition, New Delhi: Pearson, 2011.
2. Lesikar & Flatley. Basic Business Communication Skills for Empowering the Internet
Generation. 9th Edition, New York: McGraw-Hill, 2007.
3. Monippally, M M., Business Communication Strategies. New York: McGraw-Hill, 2006.
Journals
1. GITAM Journal of Management, GITAM University, Visakhapatnam
2. Harvard Business Review, Harvard Business Publishing Co., USA.
3. HRD Times, National HRD Net work, Hyderabad.
30
31
Text Book
Kotler, Philip & Kevin Lane Keller, Marketing Management. New Delhi: Pearson India, 2011.
Reference Books
1.
2.
3.
4.
5.
32
Flippo, Edwin B., Personnel Management. New Delhi: Tata McGraw-Hill Publishing Co, 2007.
Reference Books
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Journals
1.
2.
3.
4.
Text Book
33
Shanna, Shashi K.Gupta., Management Accounting. New Delhi: Kalyani Publishers, 2010.
Reference Books
1. Nigam, Lal & Sharma. Advanced Cost Accounting. Mumbai: Himalaya Publishing House, 2007.
2. Maheswari, S.N. Management Accounting. New Delhi: S. Chand Publications, 2009.
3. Chakravarthy, S.K. Cost and Management Accounting. Calcutta: New Central Book Agency Ltd.,
2009.
4. Rao, Tukaram. Cost Accounting. New Delhi: New Age International, 2010.
Journals
1.
2.
3.
4.
5.
34
35
TRIMESTER III
S.No.
Code No.
1.
2.
3.
4.
HMPRBA 301
HMPRBA 302
HMPRBA 303
HMPRBA 304
5.
6.
7.
8.
9.
10.
11.
HMPRBA 305
HMPRBA 306
HMPRBA 307
HMPRBA 308
HMPRBA 309
HMPRBA 310
HMPRBA 311
36
Analysis; Internal Factor Evaluation (IFE) Matrix, Porters Five Forces Model, SWOT Analysis and
VRIO framework.
UNIT III: Strategy Formulation: Porters Value chain - Generic competitive strategies - Portfolio
Analysis and its limitation - BCG matrix and GE matrix - Building competitive advantage for a firm Strategy versus tactics and making a Strategic Choice - Blue Ocean Strategy.
UNIT IV: Strategy Implementation and Control: Corporate Strategy - Business Strategy - Functional
Strategy and Global Strategy - Issues in Strategy Implementation and Balanced Score Card.
UNIT V: Corporate Governance and Corporate Social Responsibility in Strategic Management.
Caselet (Not Exceeding 200 Words)
Activities: Formulate the goals, objectives, vision and mission of the company you wish to start in the
near future. Apply the Porters five force model to an Indian Business. Apply the BCG matrix for the
products of an Indian company. Prepare a Balanced Scorecard for the organization of your choice. A
study on the CSR initiatives taken by some major corporates.
Text Book
Kazmi, Azhar. Business Policy and Strategic Management. New Delhi:Tata McGraw-Hill, 2008.
Reference Books
1. David, Fred R. Strategic Management. New Delhi: Prentice Hall, 2007.
2. Porter, Michel. Competitive Strategy. New York: Harvard University Press, 2007.
3. Wheelen, Tom & David Hunger. Strategic Management & Business Policy: Achieving
Sustainability. 12/E, New Delhi: Prentice Hall, 2010.
4. Upendra Kachru., Strategic Management Concepts & Cases. 1st Edition. New Delhi: Excel Books,
2009.
5. Appa Rao, C., B. Parvathiswara Rao & K. Sivaramakrishna. Strategic Management and Business
Policy - Text and Cases. New Delhi: Excel Books, 2008.
Journals
1.
2.
3.
4.
5.
37
E-Journals
1. Small Business Economics
2. International Studies in Entrepreneurship
38
39
40
41
Journals
1. GITAM Journal of Management, Visakhapatnam.
2. Journal of Accounting and Finance - Research Development Association, Jaipur.
3. Journal of Financial Management and Analysis - Centre for Financial Management Research.
The objective of this course is to enable the student to understand the basic principles and techniques of
Operations Management and Supply Chain Management.
UNIT I: Production and Operations management - Scope of Production and Operations managementEvolutionary Milestones- Types of Manufacturing systems- Services operations.
UNIT II: Production planning and control (PPC) -Stages in PPC- Aggregate planning Basics of Project
Management- Concept of Maintenance Management and Industrial Safety - Network techniques
Developing project plan PERT/CPM Other techniques.
UNIT III: Plant Location and Layout Planning-Plant Location -Factors affecting Plant location- Plant
capacity - Types of Layouts. Productivity- Basic concepts of Productivity- Work Study- Method StudyWork Measurement - Quality Management-TQM.
UNIT IV: Supply Chain Management-Process View of Supply Chain. Competitive and Supply Chain
Strategies, Achieving Strategic Fit. Logistical operations, Supply chain Synchronization, Supply Chain
Drivers and Metrics. Facilities, inventory, transportation, information, sourcing and pricing in SCM
Statistical Quality Control Techniques Quality Circles.
UNIT V: Logistics and Supply Chain relationships- Identifying logistics performance indicators The
Global supply chains, Supply Chain Management in Global environmentGlobal strategy Global
purchasing Global logisticsGlobal alliances Issues and Challenges in Global supply chain
Management
Cases involving problems
Activity: Write a report on the production system of the company visited during the industrial visit.
Text Book
Chopra, Sunil & Peter Meindl: Supply Chain Management: Strategy, Planning and
edition, Pearson, 2009.
Operation, 3rd
Reference Books
1. Adam, E, Everette, Ebert, J, Ronald, Jr., Production and Operation Management. New Delhi:
Prentice Hall India, 2007.
2. Buffa, S.Elewood, Sarin, K, Rakesh., Modern Production. John Wiley & Sons. 2006.
3. Gaither, Norman. Production and Operation Management. Chicago:The Dryden Press, 2006.
4. Mhulemann, Alan, Oakland, John, Lockery, Keith., Production and Operation Management. New
Delhi: Macmillan India Ltd., 2007.
5. Nair, N.G., Production and Operation Management. NewDelhi: Tata McGraw-Hill, 2007.
6. Panner Selvam, R. Production and Operation Management. New Delhi: Prentice-Hall India,
2007.
7. Chary, S.N. Production and Operations Management. New Delhi: Tata McGraw-Hill Publishing
Co Ltd., 2007.
Journals
1. International Journal of Operations and Quantitative Management, USA
2. Journal of Applied Mathematics and Stochastic Analysis, Hindawi
3. Laghu Udyog Samachar, A Journal of Small Scale Industries, New Delhi.
4. Productivity, CBS Publishers and Distributors, New Delhi.
5.
Productivity Promotion, Delhi Productivity Council, New Delhi
The objective of this course is to familiarize the students with the basic concepts of Innovation
Management and to enhance their knowledge on Innovation Management.
UNIT I: Fundamentals of Innovation Drivers of Innovation Characteristics of Innovation Models of
Innovation.
UNIT II: Innovation Life Cycle Capturing Organizational Knowledge Knowledge Transfer Process
Collaboration vs. Co-creation New Product/Service Development Executive Sponsorship.
UNIT III: Measures of Innovation Factors Mediating Innovation Assessing Innovation Impact
Innovation Diffusion.
UNIT IV: Innovation and Entrepreneurship Financing Entrepreneurial Innovation Protection of
Entrepreneurial Rents Strategic Alliances and Networks IP issues
UNIT V: Innovation Culture within Organizations Governments role in promoting Innovation
Implementing Innovation.
Caselet (Not Exceeding 200 words)
Activity: Select a company and observe innovation management practices.
Text Book
Joe Tidd and John Besant, Managing Innovation, Wiley, 2009.
Reference Books
1. Allan Afuah, Innovation Management: Strategies, Implementation and Profits, Oxford University
Press, 2003.
2. Shlomo Maital and D VR Seshadri, Innovation Management: Strategies, Concepts and Tools for
Growth and Profit, Response Books, 2007.
3. J E Ettlie, Managing Technology Innovation, John Wiley & Sons, 2000.
4. C. Christensen, The Innovator's Dilemma, HBS, 1997.
Journals
1. European Journal of Innovation Management.
2. International Journal of Innovation Management.
3. Creativity and Innovation Management.
4. Economics of Innovation and New Technology.
5. Industry and Innovation.
44
This course is designed keeping in mind the industry expectations and with the aim to improve the
chances of selection in the job interviews and also succeed in the first job. The first module on Soft Skills
is focused on Communication, Creativity, Presentation Skills, Business Etiquette, Working in a team,
selling skills etc., while the second phase focuses employability skills namely Group Discussions,.
Resume Writing, Grooming, Interview skills etc.
Course Objectives
To provide students with
1) Skills required for effective functioning as manager/executive
2) Skills required for succeeding in job interviews.
Teaching Methods
Activity 1: The student is required to view select Video CDs, one per each week and make note of it.
Activity 2: Workshop for three days conducted by external agencies on soft skills to train and assess in
few selective areas of soft skills.
Activity 3: Based on the scores in diagnostic test, the students will either appear for foundation course in
English Language or Book Review.
Class Sessions
a. Two periods per week is scheduled to view the video CDs in the language Lab
b. Three day Workshop will be organized during the trimester.
c. Two hours period for two days a week is arranged alternatively for item 3 mentioned above.
Assessment
Activity 1: Based on the content delivered through Video CD, objective test is conducted at the end of
each session. There will be descriptive written test on any of the 10 CDs watched. Maximum score is 40
marks.
The break-up for valuation is as follows:
I.
50%
II.
Attendance:
25%
III.
25%
Activity 2: Two best scores out of three scores awarded during three days of soft skills training program
is considered. Maximum Marks awarded is 20. The evaluation may be subjective or objective on the skill
that is being imparted.
Activity 3: For Foundation course in English language, the assessment is for maximum marks 40. The
break-up for valuation is as follows:
I. Class Participation:
II. Written Test (3) scores:
III.Oral test scores:
25%
50%
25%
OR
For Book review, the assessment is for maximum marks 40. The break-up for valuation is as follows:
I. Written Assignment*:
II.Oral Presentation:
75%
25%
45
The student should submit the written assignment not exceeding 1500 words. The content should
be typed and submitted before the due date.
The oral presentation should be made using PPT (not exceeding 5-10 slides)
SECOND YEAR
B. SPECIALIZATION COURSES
The students shall study dual specialization in IV and V Trimesters. Each student has to select two
specializations from the given list during IV & V trimesters. Following is the Course Structure for IV
Trimester.
TRIMESTER IV
46
S.No.
Code No.
1.
HMPRBA-FM 401
2.
HMPRBA-FM 402
3.
HMPRBA-FM 403
4.
HMPRBA-FM 404
5.
HMPRBA-FM 405
6.
HMPRBA- FM 406
7.
HMPRBA HR 401
8.
HMPRBA HR 402
Compensation Management
9.
HMPRBA HR 403
Global HRM
10.
HMPRBA HR 404
11.
HMPRBA HR 405
12.
HMPRBA HR 406
Performance Management
13.
HMPRBA IB 401
14.
HMPRBA IB 402
15.
HMPRBA IB 403
16.
HMPRBA IB 404
17.
HMPRBA IB 405
18.
HMPRBA IB 406
19.
HMPRBA MM 401
20.
HMPRBA MM 402
Consumer Behavior
21.
HMPRBA MM 403
Management of Advertising
22.
HMPRBA MM 404
Rural Marketing
23.
HMPRBA MM 405
Hospitality Marketing
24.
HMPRBA MM 406
Brand Management
25.
HMPRBA-OSM 401
26.
HMPRBA-OSM 402
27.
HMPRBA-OSM 403
28.
HMPRBA-OSM 404
Project Management
29.
HMPRBA-OSM 405
EXIM Management
30.
HMPRBA-OSM 406
E-Business
31.
HMPRBA 407
Business Games
47
UNIT III: Industrial Securities Market Types of securities New Issue Market Methods of New
Issue Market SEBI Norms for IPOs. Secondary Markets Listing of Securities Trading and
Settlement - SEBI Norms for Secondary Markets.
UNIT IV: Commercial Banking-Management of assets and liabilities - Effect of RBI policies on the
Operations of Commercial Banks - Recent Reforms in Banking Sector-Recovery of Debts-Calculation of
EMIs Emerging Trends in Banking like E-banking, Mobile Banking.
UNIT V: Non-Banking Financial Companies- Small Savings Provident Funds Pension Funds
Insurance Companies - Unit Trust of India Mutual Funds Public Deposits with Non Banking
Companies Non Banking Statutory Financial Organizations.
Caselet (Not Exceeding 200 Words)
Activity: Select a Bank and study their recent financial products.
Text Book
Bhole L M. Financial Institutions and Markets. New Delhi: Tata McGraw-Hill, 2008.
Reference Books
1. Saunders, Anthony & M M Cornett. Financial Markets and Institutions. New Delhi: Tata
McGraw-Hill, 2006.
2. Gordon and Natarajan. Financial Institutions and Markets. New Delhi: Himalaya Publishing
House, 2007.
3. Madura, Jeff. Financial Institutions and Markets. New Delhi: Cengage Learning, 2007.
Journals
1. Finance and Development, IMF, Washington, USA
2. GITAM Journal of Management, GITAM University, Visakhapatnam
3. Journal of Accounting and Finance, Jaipur
48
49
J.C. Van Horn, Financial Management, Pearson Education, New Delhi, 2005
Marshal Bansal, Financial Engineering Prentice Hall, New Delhi, 2005.
P. N. Khandawalla, Corporate Turnarounds, Mergers, Restructuring & Corporate Control,
Weston et al, New Delhi, 2005.
I.M.Pandey, Financial Management, Vikas Publishers, New Delhi, 2006.
Journals
1. GITAM Journal of Management, GITAM University, Visakhapatnam
2. Journal of Management Accounting and Research, Jaipur.
3. Financial Management Review, Mumbai.
50
51
52
and
Journals
1. Journal of Accounting Research
2. Journal of Accountancy
3. The Chartered accountant Journal
4. The Journal of IFRS/US GAAP
53
1.
2.
3.
4.
54
55
56
3. Noe & Raymond. Fundamentals of Human Resources 2/e. New Delhi: McGraw-Hill, 2005.
4. Jyothi, P. & D.N. Venkatesh. Human Resource Management. New Delhi: Oxford University Press,
2006.
Journals
1.
2.
3.
4.
5.
6.
57
58
59
60
Tata
Reference Books
61
62
1. Aaker, David A., Building Strong Brands, Free Press, New York, 2011
2. Keller, Kevin Lane, Strategic Brand Management Building Measuring and Managing Brand
Equity, , Prentice Hall, Noida, 2011
3. Kevin Lane Keller (2003), Best Practice Cases in Branding, Prentice Hall, Delhi, 2008
4. Kevin Keller, Best Practice Cases in Branding: Lessons from the Worlds Strongest Brands,
Prentice Hall, Noida, 2008
Journals
1. Foreign Trade Review, IIFT, New Delhi
2. GITAM Journal of Management, GIM, GITAM University, Visakhapatnam.
3. Global Business Review, International Management Institute, New Delhi
4. Journal of international trade law and policy
5. International Trade news Journal of Economics
6. Journal of International Business Studies
63
64
65
66
1.
2.
3.
4.
5.
Consumer Behaviour
GITAM Journal of Management, GITAM University, Visakhapatnam.
Harvard Business Review, Harvard Business School Publication Co., USA
Management Review, IIMB
Marketing Mastermind
67
68
Journals
1. GITAM Journal of Management, GITAM University, Visakhapatnam
2. Journal of Marketing
3. Brand Reporter
4. The International Journal of Advertising (IJA)
69
Robert D. Reid and David C. Bojanaic. Hospitality Marketing. John Wiley and Sons 2009
References
1. Mathews. Hospitality Marketing. Pointer Publications
2. David Bowie and Francis Buttle,.Hospitality Marketing. Elsevier, 2004
3. Philip Kotler. Marketing for Hospitality and Tourism. Pearson Education Asia, 2008
4. Bhat. Hospitality Marketing. Commonwealth publishers
5. Kaser and Freeman. - Hospitality Marketing - South Western Educational
6. Neil Wearne. Hospitality Marketing. Hospitality Press Pvt Ltd. Australia
7. Philip Kotler, Bowen and Makens. Marketing for Hospitality and Tourism. Prentice-Hall Inc.
Journals
1. GITAM Journal of Management, GITAM University, Visakhapatnam
2. Journal of Marketing
3. Journal of Marketing Research, International Management Institute, New Delhi
70
Journals
1.
2.
3.
4.
71
72
73
74
75
1.
2.
3.
4.
5.
Journals
1. GITAM Journal of Management, Visakhapatnam
2. Journal of Commerce.
3. Journal of Institute of Export.
76
HMPRBA-OSM-406: E-BUSINESS
The objective of this course is to provide the students with a basic knowledge about E-Commerce trends
in Electronic Commerce and get an overview of M-commerce.
UNIT I: Introduction to E-Commerce Definitions - Types of E-Commerce-Benefits of E-Commerce
Limitations of E-Commerce, Models of E-Commerce B2C, B2B, C2C, Characteristics of Each Model
UNIT II: Electronic Market Structure Business Model of Electronic Marketing Procedure for Internet
Shopping: Consumer Perspective B2C- Characteristics of Internet Surfers- Service in Cyberspace,
Advertising in E- Commerce Methods and Strategies
UNIT III: Financial Transaction through EC - Electronic Payment Systems Security schemes in
Electronic Payment Systems Electronic Credit Card System, Broker Based Services - Trading Stocks
Online Cyber banking and Personal Finance
UNIT IV: EC Strategy Strategic Planning for EC: Industry and Competitive Analysis-Strategy
Formulation Critical Success Factors for EC- A Value Analysis Approach Return on Investment and
Risk Analysis EC Strategy in Action.
UNIT V: Introduction to M-Commerce Importance of M-Commerce, M-Commerce Value Chain, MCommerce Services, Trends in M-Commerce
Caselet (Not Exceeding 200 Words)
Activity: Write a report on the various e commerce models used in online business transactions
Text Book: Efraim Turban, David King, Jae Lee, Dennis Viehland, Electronic Commerce: A
Managerial Perspective. Pearson Education, New Delhi: 2008.
Reference Books
1.
2.
3.
4.
5.
6.
Journals
1.
2.
3.
4.
77
TRIMESTER V
S.No.
Code No.
1.
HMPRBA-FM 501
Investment Management
2.
HMPRBA-FM 502
3.
HMPRBA-FM 503
Derivatives
4.
HMPRBA-FM 504
5.
HMPRBA- FM 505
6.
HMPRBA- FM 506
7.
HMPRBA HR 501
Employment Laws
8.
HMPRBA HR 502
Industrial Relations
9.
HMPRBA HR 503
10.
HMPRBA HR 504
11.
HMPRBA HR 505
12.
HMPRBA HR 506
13.
HMPRBA IB 501
14.
HMPRBA IB 502
15.
HMPRBA IB 503
16.
HMPRBA IB 504
HMPRBA IB 505
18.
HMPRBA IB 506
Global HRM
19.
HMPRBA MM 501
Services Marketing
20.
HMPRBA MM 502
17.
78
21.
HMPRBA MM 503
Global Marketing
22.
HMPRBA MM 504
E-Marketing
23.
HMPRBA MM 505
Bank Marketing
24.
HMPRBA MM 506
B-to-B Marketing
25.
HMPRBA-OSM 501
Operations Strategy
26.
HMPRBA-OSM 502
Strategic Sourcing
27.
HMPRBA-OSM 503
28.
HMPRBA-OSM 504
Technology Management
29.
HMPRBA-OSM 505
30.
HMPRBA-OSM 506
31.
HMPRBA-507
Soft Skills
32.
HMPRBA-508
79
Reference Books
1. Gangadhar & Ramesh Babu., Investment Management. Anmol Publications (P) Ltd. New Delhi:
2008.
2. P. Pandian., Security Analysis & Portfolio Management. Vikas Publishing House (P) Ltd. New
Delhi: 2008.
3. V.K. Bhalla., Investment Management. S.Chand. New Delhi: 2009.
4. V.N.S. Raman., Investment Principles & Techniques. Vikas Publishing House (P) Ltd., New Delhi:
2007
Journals
1.
2.
3.
4.
5.
6.
7.
80
81
HMPRBA-FM-503: DERIVATIVES
The objective of this course is to impart the knowledge on basic aspects of Financial Derivatives to
students.
UNIT I: Introduction to Financial derivatives: Meaning - Need- Growth and types of
financial derivatives in India. Derivative Markets participants - Functions and Regulatory Frame work of
derivatives trading in India.
UNIT II: Forwards: Meaning- Need Features Types - Trading - Pricing of Forwards
UNIT III Futures: Meaning- Need Features Types - Trading - Pricing of Forwards Forwards Vs
Futures.
UNIT IV: Options Meaning- Need Features Types - Trading - Option pricing models
Scholes Model and Binominal Approach Options vs Futures
Black
82
83
84
R A Brealey and S C Myers. Financing and Risk Management, Tata McGraw hill, 2009
J Berk and P. DeMarzo. Financial Management. Pearson education, 2008
A L Day. Mastering Financial Modelling in Microsoft Excel. Pearson, 2007
Robert F Bruner. Case Studies in Finance Managing Corporate Value Creation. Tata McGraw
Hill, 2007
5. Ciby Joseph. Credit Risk Analysis A Tryst with Strategic Prudence. Tata McGraw Hill, 2006
6. IIEF Mutual Fund Advisors Handbook Finance is changing, are you? Invest India Economic
Foundation, 2009
7. T W Koch and S S McDonald. Bank Management. Thomson, South Western, 2010
Journals
1. The Journal of Credit Risk Management
2. GITAM Journal of Management, GITAM University, Visakhapatnam
3. Asia Financial Planning Journal
85
Journals
1. Labour Law Reporter
2. Labour Law Journal
3. GITAM Journal of Management, GITAM University, Visakhapatnam
86
The objective of this course is to equip the students with basic concepts of Strategic Human Resource
Management including various HR processes and high-performance Human Resource practices.
UNIT I : Introduction: Definition of SHRM, Need and Importance of SHRM; Human resources as a
sources of competitive advantage; Traditional HR Vs. Strategic HR, Barriers to strategic HR, Types of
Strategies Corporate Strategy, Business strategy and HR Strategy.
UNIT II : Integration of HR Strategy : Integration of HR Strategy with corporate and business
strategies; Different approaches to integration; the 5-P model for linking people with strategic needs of
business; Role of HRM in strategy formulation and implementation; HR as a Strategic partner;
UNIT III: HR Environment and Strategic HR Processes: Impact of Technology, Changing nature of
work, demographic changes, workforce diversity etc., on HR; HR Planning, Strategic issues in staffing;
Performance Management: Meaning and need for performance management, performance appraisal
systems and their limitations.
UNIT IV: Training and Development Strategies : Cross cultural training, Multiskilling, Succession
Planning; Creating a learning organization; Strategically oriented compensation and reward systems: Skill
based pay broad banding , variable pay, profit sharing, employee stock option plans, executive
compensation.
UNIT V: Systems of high performance human resource practices; Human resource Evaluation;
Measures of Evaluation; HR Audit.
Caselet (Not Exceeding 200 words)
Activity: Take a company and study various HR strategies implemented in it
Text Book
Jeffrey A. Mellow,
Singapore:2008.
Reference Books
1. Charles R. Greer., Strategic Human Resource Management A General Managerial Approach.
Pearson Education (Singapore) Pvt. Ltd.
2. Rajib Lochan Dhar., Strategic Human Resource Management.Excel Books. New Delhi.
3. Tanuja Aggarwala., Strategic Human Resource Management. Oxford University Press. New Delhi.
Journals
1. Harvard Business Review, Harvard Business School Publication Co., USA
2. Personnel Today
3. GITAM Journal of Management, GITAM University, Visakhapatnam
The objective of this study is to enable the student to specialize in the process of Recruitment and
Selection with a special focus on pre-employment tests and measuring competencies.
UNIT I: Recruitment Challenges- How to make recruitment efforts succeed, Workers ExpectationsRecruitment Sources, Proactive and reactive recruitment, Innovative recruitment sources, Electronic
Recruitment, Electronic resumes, Career web sites, International electronic recruitment electronic Web
sources.
UNIT II: Interviewing, Job descriptions, Reviewing the application and rsum, Planning basic
questions, Competency Based questions, Key competency category, competency based lead-ins, Generic
competency Questions, Additional types of questions, Probing questions, Questioning techniques to
avoid, Encourage applicant to talk, Providing talk.
UNIT III: Pre-employment Testing, testing advantages and disadvantages, test validation, testing
categories, Computer based testing, Background check policy, reference check, Guidelines for releasing
and obtaining Information.
UNIT IV: Ability Tests- Mental Ability, effects of practice and coaching, Mechanical ability test,
Personality Measurement Test, Personality Assessment- Performance tests and, Use of performance test,
Assessment Center-Integrity Testing Drug testing, Graphology.
UNIT V: Recruitment and Selection Practices Abroad - Case Studies
Caselet (Not Exceeding 200 Words)
Activity: Select a company and study the selection process
Text Books
2006.
Sanjay Srivastava: Case Studies in HRM, Excel, 2009.
Gatewood, Field,Barrick: Human Resource Selection, Cengage, 2008.
Gareth Robert: Recruitment and Selection, Jaico, 2008.
N.K.Chanda: Recruitment and Selection, Paragon International, 2009.
Journals:
1.
2.
3.
4.
5.
6.
89
The objective of this course is to provide a conceptual understanding of leadership and team building to
the students.
UNIT I: Leadership Meaning - Concepts and Myths about Leadership - Components of LeadershipLeader, Followers and situation - Assessing Leadership & Measuring its effects.
UNIT II: Focus on the Leader Power and Influence - Leadership and Values. Leadership Traits Leadership Behaviour - Contingency Theories of Leadership - Leadership and Change.
UNIT III: Leadership Skills Basic Leadership Skills, Building Technical Competency, Advanced
Leadership Skills, Team, Building for Work Teams, Building High Performance Teams.
UNIT IV: Basics of Teams and Team Building- Team Building Activities- Types of Teams- Leading,
Facilitating and Motivating Teams - Evaluating Team Performance - Corporate Team Building
UNIT V: Groups, Teams and Their Leadership. Groups Nature, Group Size, Stages of Group
Development, Group Roles, Group Norms, Group Cohesion. Teams Effective Team Characteristics and
Team Building, Ginnetts Team Effectiveness Leadership Model.
Caselet (Not Exceeding 200 words)
Activity: Select the company of your choice and study the leadership style of a CEO
Text Books
Andrew J. DuBrin, Leadership: Research Findings, Practice and skills, Biztantra, 2008
Reference Books
1. Hughes, Ginnett, Curphy - Leadership, Enhancing the Lessons of Experience (Tata McGraw-Hill,
5th Ed.)
2. Yukl G - Leadership in Organisations, Pearson, 6th Ed.
3. West Michael - Effective Team Work, Excel Books, 1st Ed.
4. Sadler Philip Leadership, Crest Publishing House
Journals
1. Leadership & Organization Development Journal
2. Journal of Management Development
3. International Journal of Business Management and Leadership
4. Journal of Leadership Studies
91
92
93
94
95
96
97
UNIT V: Service Quality management Gap model, SERVQUAL, Total Quality Services Marketing
Service failures and Recovery strategies.
Caselet (Not Exceeding 200 Words)
Activity: Develop a marketing strategy for a service organization.
Text Book
K. Rama Mohan Rao, Services Marketing, Pearson, 2010
Reference Books
1.
2.
3.
4.
5.
Valarie .A.Zeithml & Mary Jo Bitner., Services. McGraw-Hill Publishing Inc. 2008.
Christopher Lovelock., Services Marketing. Pearson education.
Christian Gronroos., Services Management and Marketing. McMillan Inc.
Harsh V. Verma., Services Marketing Text & Cases. Pearson Education.
Hoffman & Bateson., Marketing of Services. Cengage Learning.
Journals
1.
2.
3.
4.
5.
98
1. Alex Berson, Stephen Smith, Kurt Thearling., Building Data Mining Applications for CRM. Tata
McGraw Hill: 2005.
2. Mohammed, H. Peeru and A. Sagadevan., Customer Reltionship Management. Vikas Publishing
house. Delhi: 2008.
3. Paul Greenberge., CRM-Essential Customer Strategies for the 21st Century. Tata McGraw Hill:
2006.
4. William, G.Zikmund, Raymund McLeod Jr.Faye W.Gilert.., Customer Relationships Management.
Wiley. 2003.
Journals
1.
2.
3.
4.
Consumer Behaviour
GITAM Journal of Management, GITAM University, Visakhapatnam
Harvard Business Review, Harvard Business School Publication Co., USA
Marketing Mastermind
99
Jean-Pierre Jennet & H.David Hennessey., Global Marketing Strategies. Wiley India. New Delhi.
Kiefer Lee, Steve Carter., Global Marketing Management. Oxford University Press.
Vasudev., International Marketing, Excel Publications.
Subhash C.Jain., International Marketing Management.
Journals
1.
2.
3.
4.
5.
6.
HMPRBA-MM-504: E-MARKETING
100
The objective of this course is to enable the students to understand the concept and importance of EMarketing and its impact on marketing activities of firms.
UNIT I: E-Marketing in Context Past, Present, and Future Strategic E-Marketing and Performance
Metrics, The E-Marketing Plan
UNIT II: E-Marketing Environment: A World of E-Marketing Opportunities: Ethical and Legal Issues
UNIT III: E-Marketing Strategy E-Marketing Research, Consumer Behaviour, Online Segmentation and
Targeting Strategies, Differentiation and Positioning Strategies
UNIT IV: E-Marketing Management Product: The Online Offer Price: The Online Value, The Internet
for Distribution, E-Marketing Communication Tools, New Digital Media, Customer Relationship
Management.
UNIT V: E-Tools, Database & Dynamic Dialogue Database technology Website Design, Websites
Service, Websites - Traffic Generation, Misc. Access Interactive TV, Mobiles, Kiosks, & Alternatives
Caselet (Not exceeding 200 words)
Activity: Prepare a report incorporating latest E-Tools.
Text Book
Strauss, J., & Frost, R. E-Marketing (5th ed.). Upper Saddle River, NJ: Pearson Prentice Hall, 2009
References Book
1. Terri C. Albert and William. B. Business Marketing. Prentice Hall
2. Judy Strauss and Raymond. E-Marketing. Prentice Hall
Journals
1.
2.
3.
4.
5.
6.
7.
8.
9.
The objective of this course is to enable the students to understand the importance of Bank Marketing and
various methods of Bank Marketing.
UNIT I: The Financial System Origin of the word Bank Definition of Bank and Marketing Finance
and Banking in India-Users of Banking Services-Meaning of Marketing Evolution of Marketing
Concepts.
UNIT II: Marketing and Competition-Application of Marketing concepts to Banking Meaning of Bank
Marketing.
UNIT III: Marketing Research in Indian Banks- Increasing Importance of Marketing in Banking
Industry- Market Segmentation
UNIT IV: Market Mix for Banking Services Strategies for Segmentation- Marketing Mix for Banking
Services.
UNIT V: Strategies for effective bank marketing in India-Technology in Banking-Customer ServicesFuture of Bank Marketing.
Caselet (Not exceeding 200 words)
Activity: Bring out marketing strategy for a bank
Text Book
Dr S M Jha., Bank Marketing: Text and Cases Himalaya Publishers. 2003.
Reference Book
Luther Hartwell Hodges, Rollie Tillman. Bank Marketing. Addison-Wesley Pub. Co., Publisher 1968
Original from the University of Michigan
Journals
1.
2.
3.
4.
5.
6.
The objective of this course is to enable the students to understand the importance of B to B Marketing
and various methods of B 2 B Marketing.
UNIT I: Introduction: Derived demand and joint demand - Differences between B2B and B2C
marketing- Classifying industrial products -Industrial buying Evaluating suppliers.
UNIT II: Industrial buying and buying behavior: Objectives of organizational buying -Buying situations
and buying centre- Seths model of industrial buying
UNIT III: Industrial marketing research: Uses and differences with consumer research Business
intelligence: Implications and application Segmenting - Targeting and positioning: Key characteristics
UNIT IV: Marketing channels Role of intermediaries Participants in industrial distribution - Selling on
the internet - E commerce Conflict management Importance of SCM for B2B marketers - B2B exchanges
UNIT V: Advertisements in B2B markets: Industrial promotions and trade shows E advertising for
industrial marketers Industrial selling: Key features Key account management Workload analysis and
time management.
Caselet (Not exceeding 200 words)
Activity: Visit B-to-B Marketer and list out key success factors for B-to-B Marketing.
Text Book: Hory Sankar Mukerjee, Industrial Marketing. Excel Publications 2009
Reference Books
1. PK Ghosh, Industrial Marketing: OUP
2. Reeder and Breirty, Industrial Marketing: Analysis, planning and control: PHI Learning
3. Hutt and Speh, B 2 B Marketing: South Western Publishing House
Journals
1. GITAM Journal of Management, GITAM University, Visakhapatnam
2. Journal of Marketing
3. Journal of Marketing Research, International Management Institute, New Delhi
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successful firms.
Text Book
Slack and Lewis, Operations Strategy, 2nd edition.FT Prentice Hall.2008
Reference Books
1. Slack, Chambers and Johnston, Operations Management,5th e FT Prentice Hall.2007
2. Chopra, S.& Meindl, P.; Supply Chain Management : Strategy, Planning and operation.
3. B.Mahadevan, Operations Management: Theory and Practice. Pearson Education
Journals
1. European Journal of Operational Research
2. Journal of Operations Management
3. Journal of Revenue and Pricing Management
4. Journal of Business Research
5. IIMB Management Reviews
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day organizations.
Text Book
Burt, Dobbler, Starling, World Class Supply Management, TMH, 7th ed.2010
Reference Books
Chary, Production and Operations Management. Tata Mc Graw Hill.4th Edition. 2010
Finch, Operations Now. Tata Mc Graw Hill.3rd Edition. 2010
Competitive Manufacturing Management - Nicholas.
Slack, Chambers and Johnston (2007), Operations Management, 5th Edition, FT Prentice Hall.
Chopra, S. &Meindl, P. (2007) Supply chain management: Strategy, planning, and Operation.
Pearson Education.2010
6. B. Mahadevan (2007).Operations Management: Theory and Practice Delhi: Pearson Education.
1.
2.
3.
4.
5.
Journals
1. European Journal of Operational Research
2.
3.
4.
5.
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global corporations.
Text Book
Donald Waters, Supply Chain Risk Management, Kogan Page Publishing,2007.
Reference Books
1. Sunil Chopra and Peter Meindl: Supply chain Management: Strategy, Planning and Operation,
Third edition, Pearson, 2009.
2. Martin Christopher : Logistics & Supply Chain Management: creating value-adding networks,
FT Press / Prentice Hall / Pearson Education, 2005,
3. Donald J.Bowersox and David J.Closs: Logistical Management: The Integrated Supply Chain
Process, TMH, 2006.
4. Douglas M. Lambert : Supply Chain Management - Processes, Partnerships, Performance : 3rd
ed., Douglas M. Lambert, Editor Copyright 2008
5. John T Mentzer: Supply Chain Management, Sage Publications, 2008
6. Donal Waters: Global Logistics, Kogan Page, 2009
Journals
1. Supply chain management: An international journal; Emerald Insight.
2. GITAM Journal of Management, Visakhapatnam
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50%
V.
Attendance:
25%
VI.
25%
Activity 2: Two best scores out of three scores awarded during three days of soft skills training program
is considered. Maximum Marks awarded is 10. The evaluation may be subjective or objective on the skill
that is being imparted.
Activity 3:
For Foundation course in English language, the assessment is for maximum marks of 20. The break-up
for valuation is as follows:
I. Class Participation:
II. Written Test (3) scores:
III.Oral test scores:
25%
50%
25%
OR
For Book review, the assessment is for maximum marks of 20. The break-up for valuation is as follows:
I. Written Assignment*: 75%
111
II.Oral Presentation:
25%
The student should submit the written assignment not exceeding 1500 words. The content should
be typed and submitted before the due date.
The oral presentation should be made using PPT (not exceeding 5-10 slides)
112