401 - BUSINESS POLICIES AND STRATEGIC MANAGEMENT

1. Strategic Management - An Introduction - Evolution of business policy as a discipline - Concept

of strategic management - Characteristics of strategic management - Defining strategy
2. Strategy formulation - Stakeholders in business - Vision, mission and purpose - Business
definition, objectives and goals - Environmental appraisal - Types of strategies - Guidelines for
crafting successful business strategies
3. Tailoring strategy to fit specific industry
4. Strategic analysis and choice - Environmental Threat and Opportunity Profile (ETOP) -
Organizational Capability Profile - Strategic Advantage Profile - Corporate Portfolio Analysis -
SWOT Analysis - Synergy and Dysergy - GAP Analysis - Porters Five Forces Model of
competition - Mc Kinseys 7s Framework - GE 9 Cell Model - Distinctive competitiveness -
Selection of matrix
5. Strategy implementation - Issues in implementation - Project implementation - Procedural
implementation - Resource Allocation - Budgets - Organization Structure - Matching structure
and strategy - Behavioral issues - Leadership style - Corporate culture - Values - Power - Social
responsibilities - Ethics - Building a capable organization - Functional issues - Functional plans
and policies - Financial, Marketing, Operations and Personnel plans and policies
6. Strategy Evaluation - Importance - Symptoms of malfunctioning of strategy - Organization
anarchies - Operations Control and Strategic Control - Measurement of performance - Analyzing
variances - Role of organizational systems in evaluation
7. New Business Models and strategies for Internet Economy - Shaping characteristics of E-
Commerce environment - E-Commerce Business Model and Strategies - Internet Strategies for
Traditional Business - Key success factors in E-Commerce
8. Cases in strategic management. A minimum of 10 cases encompassing the above topics to be
analyzed and discussed in the class. Cases to be incorporated in the Question Paper.
Books Recommended
1. Business Policy, 2nd Ed. - Azhar Kazmi
2. Strategic Management, 12th Ed. - Arthur A. Thompson Jr.- Concepts and Cases and
A.J.Strickland
3. Management Policy and Strategic Management (Concepts, Skills and Practices) -
R.M.Shrivastava
4. Business Policy and Strategic Management - P.Subba Rao
5. Strategic Management - Pearce
6. Strategy & Business Landscape - Pankaj Ghemawat
7. Strategic Planning Formulation of Corporate Strategy - Ramaswamy















402 - MANAGEMENT CONTROL SYSTEMS

1. Characteristics of Management Control System Evolution of control systems in an organization
Relating system to organizational objectives - Strategic Planning, Management Control and
Operational Control Goal Congruence Cybernetic Paradigm of Grissinger Functions of the
Controller
2. Responsibility Centers Types of Responsibility Centers Expense Centers, Profit Centers and
Investment Centers Budgetary Control as a tool for Management Control Systems - Engineered,
Discretionary and Committed Costs Approaches to budgeting w.r.t. Engineered and
Discretionary costs Benchmarking and Total Cost Management
3. Transfer Pricing (Market based and Cost Based) Related numerical problems Return on
Investment, Economic Value Added, Capital Budgeting and ratio analysis as a tool for
management performance measurement
4. Management Control Systems in Service Sector vis--vis in Manufacturing Sector
5. Financial and non- financial performance measures w.r.t.Balanced Scorecard ( Rock Waters
Model)
6. Long Range Planning Converting corporate vision into a long-range plan input output
relationship.
7. Introduction to Audit Function as a control tool covering Financial Audit, Internal Audit, Cost
Audit - Management Audit Principles and Objectives
8. A Minimum Five cases I designing and implementation of control systems

Books Recommended

1. Management Control Systems, 10th Ed. Anthony and Govindrajan
2. Practical Auditing B.N.Tandon
3. Cost Accounting B.K.Bhar
4. Management Accounting Khan & Jain
5. Financial Management Prasanna Chandra


403 404 : FUNCTIONAL SPECIALISATION PAPERS : V AND VI

403(A) : MARKETING SPECIALIZATION
PAPER 5
SERVICES MARKETING

1. Service Industry Growth in services sector, Nature of Services, Classification of services
Importance of Service Marketing.

2. Unique Characteristics of services: Intangibility, Inseparability, Heterogeneity, Perish ability
of services.

3. Designing the service enterprise: New service development, Service blueprinting,
Segmentation, Targeting and Positioning of Services

4. Pricing strategies in services: Factors involved in pricing a service product, Demand variation
and capacity constraints, measures to respond to changes in demand, strategies to manage
perish ability

5. Integrated Service Marketing Communication: Advertising and sales promotion in services, ,
Physical evidences in services- Importance of Physical evidences in services, tangibilising
through physical evidence

6. Distribution in Services- Strategies and challenges in distribution of services

7. Service Quality: Service Quality Models, Measuring service quality, Continuous quality
improvement, Service guarantee and Service Recovery

8. Employees and customers role in service delivery: Managing the service encounter, Service
encounter triad, Managing customer expectations and attitude, contact person selection and
training, monitoring and measuring customer satisfaction.

Books Recommended

1. Services Management- James A Fitzsimmons, Mona J Fitzsimmons
2. Service Marketing- M.K.Rampal, S.L. Gupta.
3. Essentials of Service Marketing- Douglas Hoffman, John E G Bateson
4. Services Management, C.Bhattacharjee
5. Essence of Services Marketing- Ardian payne.
6. Services Marketing-S.M.Jha.
7. Services Marketing,2nd Ed.-Zeithaml & Bitner
8. Services Marketing- Christopher Lovelock, Jochen Wirtz and Jayanta Chatterjee.
9. Services Marketing Helen Woodruffe.