2nd Year Syllabus of 2015-2017 Batch

POST GRADUATE DIPLOMA IN MANAGEMENT
(PGDM)
(TWO YEAR FULL TIME PROGRAMME)
BATCH: 2015 2017
(Term-IV, V & VI)
COURSE
CURRICULUM
Institute of Management Studies, Ghaziabad
Lal Quan, G.T. Road
Ghaziabad-201003
Phone-0120-4170600, Fax-01202866034
Toll Free Number-1800 102 4170
Email-director@imsgzb.com
Web-www.ims-ghaziabad.ac.in
Post Graduate Diploma in Management (PGDM-Flagship Programme of IMS Ghaziabad)
The two year Post Graduate Diploma in Management (PGDM), is designed to prepare students
for careers in industry and across functional areas. The program equips students with strong
conceptual skills to manage businesses in an integrated manner. The emphasis is on developing a
holistic manager with a vision to take on the challenges of the future. The PGDM (Flagship
Programme of IMS Ghaziabad) is approved by AICTE, Ministry of HRD and Government of
India. It is also accredited by NBA (National Board of Accreditation) and granted MBA
equivalent status by AICTE as well as AIU (Association of Indian Universities).
The Course for the PGDM program is spread over six terms, each term being of 11-12 weeks.
The first three terms are essentially devoted to foundation courses, across core areas of
management.
The course curriculum follows a well-designed course structure. During the first year all students
pursue the same course of study which enables them to build a firm foundation of management
concepts and skills across all the key disciplines. In the final year, all students specialize in area
of their choice, from any area of the offered disciplines.
PGDM Course Curriculum Session 2015-17

Second Year
Term IV
Sr. No
01
02
03
Code
Nomenclature
BM-2401 Strategic Management
Personal & Professional Skills Programme-IV
BM-2402
(Personal Interview)
BM-2403 Summer Internship project
6 Electives (Three each from two areas of
specialization) (6*3 Credit each)
Total
Credits
03
Hours
30
1.5
15
06
60
18
180
28.5
285
Note: Topics of Dissertation will be finalized during Term IV. The students have to get their
topics and synopsis approved from the Institute.
Term V
Sr. No
01
02
Total
Code
Nomenclature
BM-2501 Business Ethics & Corporate Governance
Personal & Professional Skills Programme-V
BM-2502
(Mock Interview)
4 Electives (Two each from two areas of
Dissertation (Progress Report)
Credits
03
Hours
30
1.5
15
12
120
16.5
165
Note: The students will submit a progress report on the basis of his / her effort in Term V. The
report will be evaluated by the institute.
Term VI
Sr. No
01
Code
Nomenclature
BM-2602 Dissertation (Final Submission)
2 Electives (One each from two areas of
Total
Credits
06
Hours
60
06
60
12
120
LIST OF ELECTIVES
MARKETING MANAGEMENT
Sr.
No
Code No
Credits
Hour
s
BM-MK-01
BM-MK-02
BM-MK-03
Customer Relationship Management &

Technology
Advertising & Sales Promotion
Management
Sales & Distribution Management
30
30
30
BM-MK-04
Digital Marketing
30
BM-MK-05
Product & Brand Management
30
BM-MK-06
Marketing of Services
30
BM-MK-07
Marketing Research
30
BM-MK-08
Retail Management
30
BM-MK-09
International Marketing
30
Subject Name
FINANCIAL MANAGEMENT
Sr.
No
1
BM-FM-01
Code No
Subject Name
Credits
Hours
Project Financing in Emerging Economies
30
BM-FM-02
Security Analysis & Portfolio Management
30
BM-FM-03
Commercial Bank Management
30
BM-FM-04
Corporate Tax Planning
30
BM-FM-05
Financial Risk Management
30
BM-FM-06
Investment Banking & Financial Services
30
BM-FM-10
Investment Management
30
HUMAN RESOURCE MANAGEMENT

Sr.
No
1
Code No
Subject Name
Credit
s
3
Hours
BM-HR-01 Industrial Relations & Labor Laws

Performance Management & Competency
BM-HR-02
Mapping
BM-HR-04 Organizational Change and Development
BM-HR-06 Compensation Management
30
BM-HR-08 Training & Development
30
BM-HR-09 Human Resource Planning
30
Credits
Hours
30
30
30
OPERATIONS MANAGEMENT
Sr.
No
1
BM-OP-01
Supply Chain Management
30
BM-OP-02
Total Quality Management
30
BM-OP-04
ERP Systems
30
BM-OP-05
Project Management
30
BM-OP-06
30
BM-OP-07
Decision Science
Lean Management and Business Process
Management
30
Code No
Subject Name
STRATEGIC MANAGEMENT
(BM-2401)
CREDITS: 03
HOURS: 30
Course Objectives
Strategic management, being a key area in Business Management, plays a vital role in success or
failure of any product/brand/organization. Strategic formulations ask for an integrated approach
where in-depth knowledge of management skills is required. The main objectives of the subject
are:
To understand the basic facts, concepts and fundamentals of Strategic Management.
To explore the knowledge by scientifically using different methods of strategy
formulation.
To develop the skills of strategic formulation to handle different situations in corporate

world.
To understand the current scenario of market, understanding the nature & type of
competition.
COURSE CONTENTS
Unit I
Introduction - Concept of Strategy, Strategic Management process, Evolution of strategy, Vision,
Mission and Objectives, Environment Appraisal Concept of environment, External and internal
environment scanning.
Unit II
ETOP & PESTLE Analysis, SWOT Analysis. McKinseys 7-S Framework, Ansoff Matrix, BCG
Matrix its significance in strategy formulation, Porters five forces model of competition.
Unit III
Corporate Level Strategies: Stability Strategy, Growth strategy, Retrenchment strategy,
Combination Strategy / Portfolio restructuring, Business Level Strategies: Cost Leadership,
Differentiation, Focus Strategy, Offensive strategies, Defensive strategies and competitive
advantages.
Unit IV
Structural analysis of competitive environment, Strategic analysis and choice Criteria for
evaluating strategic alternatives, Operational and derived functional plans to implement strategy.
Integration of functional plans. Evaluation and Control, Strategic control and operational
Control, Organizational systems and Techniques of strategic evaluation.
Unit V
External Growth Strategy: Merger, Acquisition, Pros and cons of Mergers and Acquisitions; Joint
Venture, Problems of JVs, Foreign collaboration as a strategy for growth.
Text Books:
Business Policy & Strategic Management: Azhar Kazmi, (TATA McGraw Hill).
Strategic Management: John Pearce II, Richard B. Robinson, Amita Mital, TATA
McGraw Hill.
Suggested Readings
Strategic Management: Srinivasan, (PHI Learning Pvt. Ltd.).
Strategic Planning & Management: P.K. Ghosh, Sultan Chand & Sons.
Demystify Strategy-Text and Cases: Amit Kapoor
Business Policy and Strategic Management: M. Jeyarathnam, Himalaya Publishing

House.
Business Policy and Strategic Management: Aurnob Roy, Vrinda Publications (P)
Ltd.
Strategic Management: Fred R. David, (PHI Learning Pvt. Ltd.).
Business Policy and Strategic Management: P. Subba Rao, Himalaya Publishing
House.
Strategic Marketing Management Planning, Implementation & Control: Richard
M.S. Wilson & Colin Gilligan
Business Policy & Strategic Management: Jauch & Gleuck
Strategic Management & Business Policy: Wheelen & Hunger
Business Policy: D. Thakur
Strategic Management Theory: Charles W.L. Hill & Gareth R. Jones
Business Planning & Policy: Mamoria & Mamoria
Business Policy & Strategic Management: Jauch, Rajiv Gupta,Glueck
Business Policy & Environment: V.P. Michael
Business Policy & Strategic Management: Dr. M.L. Bhasin
Business Policy & Environment: P.K. Ghosh & G.K. Kapoor
Business Policy & Strategy: McCarthy, Curran, Minichiello
Business Environment for Strategic Management: K. Aswathappa
Business Environment & Policy: Francis Cherunilam
Business Environment & Policy: J. Made Gowda
Essentials of Business Environment: K. Aswathappa
PERSONAL AND PROFESSIONAL SKILLS PROGRAM-IV

(BM-2402)
CREDITS: 1.5
HOURS: 15
OBJECTIVE:
Students are exposed to various recruitment processes to make them aware of various
challenges that they have to cross in order to get their dream offers. In this term,
primary focus is on perfecting Personal Interviews Technical and HR.
In the competitive market, excellent ability to sell is of utmost importance this is
covered in this term
CONTENT:
Unit I
Cracking the Personal Interviews The seminar covers all the aspects of PIs
preparation, frequently asked questions, points to remember, dos and donts, inside tips
to make an impression
Numerous, individual PIs are conducted followed by exhaustive feedback rounds from
Unit II
Introduction to product/services selling skills

Unit III
Advance level Aptitude test preparation Verbal reasoning, Logical reasoning, Nonverbal reasoning
BUSINESS ETHICS AND CORPORATE GOVERNANCE

(BM-2501)
CREDIT: 3
HOURS: 30
Course Objective
To introduce the ethical concepts to the students that are relevant for resolving moral
issues in business,
Impart the reasoning and analytical skills needed to apply ethical concepts to business
decisions.
To create awareness among the students of Values and Ethical Issues in the context of
Corporate Governance.
To understand concepts of Corporate Governance and its implementation
To understand the statutory framework developed in India for achieving sound corporate
governance practices.
BUSINESS ETHICS
(Part A)
Course Contents:
Unit I
Business Ethics: Concepts: Introduction to Business ethics, Principles, Need, Importance,
Nature, Scope, Objectives of Business Ethics, values and ethics, Factors influencing Business
Ethics, Characteristics of ethical Organisation, Theories: Normative, Egoism, Utilitarianism ,
Kantianism, Stakeholder theory, Social Contract theory.
Unit II
Ethical Dilemmas and Decision Making: Ethical dilemmas, sources, ethical challenges,
Waltons Model of business conduct, Resolving ethical dilemmas. Ethical Decision Making:
ethical models, Kohlbergs Model of Cognitive moral development, corporate values and ethical
decision making, role of independent directors, role of corporate Governance in ensuring ethics
at workplace.
Unit III
Corporate social responsibility: Concepts: definition, principles, Environmental concerns and
companies, Externalizing cost, social contract. , CSR ethics and corporate behavior
CORPORATE GOVERNANCE
(Part- B)
Unit IV
(a) Corporate Governance: An overview; the theory and practice of corporate governance;
Landmarks in the emergence of corporate governance.
(b) Agents and institutions in corporate governance: Rights and privileges of shareholders;
Investors problems and protection: Corporate governance and other stakeholders; Board
of Directors- A powerful instrument in Corporate governance; Role, duties and
responsibilities of auditors; Banks and Corporate governance.
(a) Facilitators, Role players and Regulators The role of media in ensuring corporate
governance; Monopoly, competition and Corporate governance; The role of public
policies in governing business; SEBI- The Indian capital market regulator; The role of
government in ensuring Corporate governance.
Unit V
Issues and Problems of Corporate Governance: Corporate governance in developing and
transition economies; corporate governance-The Indian scenario; The Corporation in a
Global society.
Text Book:
Fernando A.C. Business Ethics: An Indian Perspective, Pearson, 2nd edition, 2012
Fernando A. C. Corporate Governance Second Edition, Pearson, 2012
Reference Books:
Alexander Brink, Corporate Governance and Business Ethics, Springer, 2011
Moon, Marc Orlitzky, Glen Whelan, Corporate Governance and Business Ethics, Edward
Elgar Publishing, Incorporated, 2010
PERSONAL AND PROFESSIONAL SKILLS PROGRAM-V

(BM-2502)
CREDITS: 1.5
HOURS: 15
OBJECTIVE:
By this time of their academic life, students are ready to face the corporate world and
placements are in full swing. Whatever had been taught and discussed with them so far,
suddenly takes a real picture and they are expected to perform in various hiring processes.
Constant help from the Personal and Professional Skills Department is extended to each and
every student
CONTENT:
Company specific data and information is regularly shared with the students
Discussion on what questions may be asked by the interviewer
Thorough revision of dos and donts of cracking interviews
Dress code for interviews is shared with the students
Understanding Emotional Intelligence How it makes or breaks the selection process
Methods for job hunting
Syllabus for Elective Subjects

MARKETING MANAGEMENT ELECTIVES
CUSTOMER RELATIONSHIP MANAGEMENT & TECHNOLOGY
(BM-MK01)
CREDITS 0
HOURS 3
Course Objectives
At the end of the course, it is expected that the students will be:
able to understand the fundamentals of Customer Relationship Management, its scope
and evolution
familiar with the key concepts like Customer Life Cycle (CLC) & Customer Lifetime
Value (CLV), Loyalty Management, Relationship Marketing etc.
equipped with knowledge to understand planning and implementing CRM projects and
use it in designing marketing strategies and in enhancing the effectiveness of marketing
programs.
able to appreciate the role of IT for success of CRM with the emphasis on data handling
& specifications of e-CRM
Course Content:
Unit I
Customer Care: Changing Face of Indian Market, Shift from Product-focus to Customer-focus,
Voice of Customer, Customer Ownership & Customer Value, Customer Care ,
Knowing Your Customer, Customer Touch Points and Moments of Truth, Customer Loyalty and
Customer Advocacy, Customer Relationships
Customer Life Cycle (CLC) & Customer Lifetime Value (CLV):Marketing Orientation, Value
Creation, Customer Life Cycle, Phases of CLC ,Customer Life Cycle Marketing, Customer
Lifetime Value (CLV) ,CLV Defined, Applications of CLV, Calculating CLV ,How to Improve
CLV
Unit II
Relationship Marketing: From Traditional Marketing Approach to Relationship Marketing,
Relationship Marketing: Organizational Pervasive Approach, Managing Customer Emotions: A
Tool for Relationship Marketing, Relationship Marketing in Consumer Segment v/s Service
Segment, Consumer Segment & Relationship Marketing, Service Segment & Relationship
Marketing, Brand Building through Relationship Marketing, Service Level Agreements (SLA)
Customer Relationship Management (CRM):Defining CRM, Customer Relationship
Framework, Scope and Evolution of CRM ,Core Modules of CRM, Technology and CRM,
Electronic Point of Sale, Electronic Point of Service, Web-Interface, From Call Centres to
Interaction Centres, Interactive Voice Response System (IVRS),Mobile GPRS, 3G... ,Levels of
CRM ,Operational CRM, Analytical CRM
Unit III
Loyalty Management: Loyalty Management, Definition of Loyalty, How to Manage Loyalty,
Ideology of Loyalty Management, Architecture of Loyalty Management, Loyalty Programs,
Planning and Managing Loyalty Programs, Types of Loyalty Programs, Success Drivers of
Loyalty Programs
eCRM: What is eCRM ?,Benefits of eCRM, Data handling in eCRM, Specifications of eCRM
Solution, CRM Sales Requirements, CRM Marketing Requirements, Provisioning Requirements,
CRM Service Support, CRM Product & Pricing Management, CRM Account Management,
CRM Order Entry, Channel & Incentive Management, Customer Self Service, Customer Self
Service, Reporting Requirements, Data Warehouse
Unit IV
Planning & Implementing CRM Projects: Scope and Significance of CRM Project, Business
Process Reengineering (BPR) for CRM Implementation, CRM Implementation Process, The
Competitive Situation Analysis, Define CRM objectives and prioritize of CRM requirements,
The strategic Alignment, The Financial analysis, Selection of CRM Tool & Technology,
Managing CRM Adoption within Organisation, The Integration Methodology, Data Migration
Unit V
Making CRM a Success: Success Factors for CRM, Top Management Commitment
Adoption of CRM Philosophy within Organisation, Organisation-wide Focus, CRM & HR
Issues, Implement Change, Role of Change Leader, Selection of appropriate CRM Solution, Ease
of Usage, Choose the Right Vendors/Service-Provider, CRM & its Integration within the
Organisation, Outsource the experts ,Securing Customer Data: Information Security,
Management System, Need of Securing Information, Meaning of Secured Information,
Information Security Management System (ISMS),Information Security Policy, Ethical issues in
CRM
Future of CRM: Emerging Technologies & CRM ,SaaS Solutions ,Cloud Computing, New
Customer Access Technologies
Text Books
Makkar, Urvashi; Makkar, Harinder; Customer Relationship Management,Tata McGraw

Hill, 2011
Dyche, Jill (2007); The CRM Handbook; A Business Guide to Customer
RelationshipManagement, Pearson Education
REFERENCE BOOKS / SUGGESTED READINGS:
Sheth, Jagdish N; Parvatiyar, Atul; Shainesh G(2003); Customer Relationship
Management-Emerging Concepts, Tools and Applications, Tata McGraw Hill
Nath, Dhruv(2005); The Nuts & Bolts of CRM, Tata McGraw Hill.
Bhat, K.Govinda; CRM, Himalaya Publishing House
Chaudhuri Avijit, Shainesh (2001), "Implementing a Technology Based CRM Solution"

CRM Emerging Concepts, Tata McGraw Hill
Mukesh Chaturvedi, Abhinav Chaturvedi, Customer Relationship Management, Excel
Books
MAGAZINES / JOURNALS:
Case Folio (ICFAI Publication) 2. Journal of Marketing 3. Indian Journal of Marketing 4.
Harvard Business Review 5. Indian Management 6. 4Ps
CREDITS: 03
ADVERTISING & SALES PROMOTION
HOURS:
MANAGEMENT
(BM-MK02)
Course Objective:
To throw light on the new perspective on how advertising fits into the bigger marketing
communications picture and to understand the newly acquainted concept of Integrated
Marketing Communications.
To provide a picture of rapidly changing pace of advertising and ad-agencies in the total
context of marketing communications.
The aim of the subject is to acquaint the students with concepts and techniques for
developing an effective advertising program. The emphasis will be on advertising as a
medium of communication.
In sales promotion module, the focus will be on the techniques used in promotion to
dealers and consumers.
Course Content:
Unit I
Fundamentals of Advertising
Role and Objectives of Marketing Communication in marketing programme, Integrated
Marketing Communication (IMC), Impact of IMC on Advertising, Process of IMC,
Advertising as a tool of Communication, The process of communication, Role of Advertising in

Communication Mix, Active Participants in Modern Advertising, Ethics in Advertising, Role
of Advertising Standards Council of India (ASCI),
Unit II
Advertising Planning and Decision Making
Determination of Target Audience, Market Segmentation, Targeting and Theme identification,
Product Life Cycle (PLC) and Advertising, Decision Process and Role of Consumer Behaviour,
Types of Purchase Decision Behaviour, Consumer Analysis & Competitor Analysis
Unit III
Setting Goals and Objectives- Advertising goals, DAGMAR approach, Types of campaigns
Building Advertising Programme
Message Strategy
Message Design and Positioning, Message Presentation,
Advertising Message Format - Message Theme, Headline, Layout, Copy Logo, Appeals, Use of
symbols in Advertising
Message Appeals - Rational Appeals, Emotional Appeals
Message Tactics - Creative Approaches
Rational Creative Approaches
Emotional Creative Approaches
Using an Endorser Issues and concerns, multiplicity of endorsers
Unit IV
Media Selection, Planning, Scheduling and Strategy
Types of Media, Media Planning, Media Selection, Media strategy, Media scheduling strategies,
Multiplicity of media challenges and opportunities, Ostraw Model for Media Frequency
Decisions,
Advertising Budget
Waste in Advertising, Control of wasteful Advertisements, Determining advertising expenditure
and methods of advertising budget, DAGMAR Approach for Advertising Budget
Unit V
Fundamentals and Techniques of Sales Promotion
Sales Promotion & Promotion Mix, Impact of Sales Promotion on Sales, Issues and challenges
involved in Sales Promotion, Techniques of Consumer Promotion and Trade Promotion
Text books:
Batra Rajeev; Myers, John G; Aaker, David A; Advertising Management.
George E. Belch, Michael A. Belch, Keyoor Purani; Advertising and Promotion
Reference Books/Suggested Readings:
Rossiter, J.R.; Advertising and Sales Promotion Management.

Burnett, John J; Promotion Management.
Quelch-Sales Promotion Management
Bhatt bergs- Sales Promotion Management
SALES & DISTRIBUTION MANAGEMENT

(BM-MK03)
CREDITS - 3
HOURS: 30
Objective: The course aims to impart skills and knowledge needed to manage sales force
and distribution function so as to gain competitive advantage. It includes focuses on the sales
process, the key decisions in the area of marketing intermediaries (including technology aspects)
and other inter-related concepts to improve understanding of sales and distribution function.
Course Contents:
Unit I
Introduction to Sales Management: Nature, meaning, scope and significance, The art of
selling, Understanding the buying motive, The art of persuasion, Prospecting, Sales presentation,
Selling and Negotiation skills, Sales close, New developments in the selling practices,
Telemarketing, Relationship marketing, Retail selling and business-to-business selling
Unit II
Sales force management: Sales Force Job Analysis and Description;Recruiting, Selecting,
Training, Sales force motivation and Compensation plans, Designing sales territories, Sales
quotas, Sales budgeting, Routing and scheduling sales force, Organising the sales department and
link with other functional areas of business; Evaluating Sales Performance
Unit III
Marketing intermediaries and its role: Role and Function of Intermediaries; Selection and
Motivation
of
Intermediaries; Distribution Planning and Control Distribution
Analysis; Channel Dynamics, Channel power and conflict
Unit IV
Integration of sales and distribution functions: Physical distribution and outbound logistic
management, different methods of transport and their characteristics; an overview of
warehousing management-location/ types of warehouses ; Logistics integration for customer
service satisfaction
Unit V
Emerging trends: Role of Electronic media, e-retailing,
significance; case lets and applications
Emergence of VMS/HMS and its
Text Books:
Spiro, Stanton, : Management of Sales Force Irwin
Still ,Cundiff ,Govoni Sales Management PHI
Panda T and Sahadev S Sales and Distribution Management Oxford University Press.
References:
Anderson R.E. Professional Sales Management McGraw Hill International
Jobber, Lancaster , Selling and Sales Management Pearson Education
Futrall Charles ABCs of selling All India Traveller
Anderson Rolph Essentials Personal Selling Mc Graw Hill Publications
Anderson R.E. Professionals Sales Management MC Graw Hills New York
Buskrik R. Selling McGraw hill
CREDITS
03
DIGITAL MARKETING
(BM-MK04)
HOURS
:
Course Objectives:
Digital Marketing has been designed to help the students to understand how to plan, implement
and manage a comprehensive digital marketing strategy. It will teach them how to engage with
customers online and use the internet as a marketing channel. Equally important is the fact that
they will learn how to drive measurable results.
Learning Outcomes:
Introduce students to the new ways the web has changed the rules of marketing and PR, Social
Media Marketing techniques, Search Engine Optimization, Search Engine Marketing, Pay Per
Click/View Advertising and Email Marketing
Introduce specific principles regarding the new rules of marketing online
Teach students how to design and facilitate a real world digital marketing campaign by using a
client
Introduce students to current tools in the digital marketing space
Course Content:
Unit I
A framework for digital marketing: Digital Marketing Landscape, Commercial beginnings of
the Web- Web 2.0, The Future Web 3.0, different digital technology marketing platforms, Digital
Marketing Today, Internet Business models marketing in a connected world Internet as a
30
marketing platform: opportunities and challenges critical success factors for internet marketing
benefits of and barriers to Internet marketing
Unit II
Digital Marketing Environment: Digital Marketing Opportunities, market opportunity analysis
in the new economy delivering customer value, Global digital Marketing issues, Consumer
Behavior Online, Privacy within Digital Contexts, Emerging Issues
Unit III
The digital Marketing Mix: Product development: influence of interactivity and
individualization new product development process Brand building on the web Designing
on line services Customer interface design issues
Pricing on the internet the economics of pricing, pricing process, dynamic pricing and pricing
strategies
Internet as a distribution channel disintermediation the role of Internet intermediaries
Designing channel systems Managing distribution channels: Creating and Managing Online
Partnerships: Affiliate marketing Online advertising; models and types, On-line promotion: direct
marketing, viral marketing, developing campaigns, e-CRM
Integrated Marketing communications mix online promotional strategies and processes, social
media marketing, permission marketing, managing online reputation
Unit IV
Digital Marketing Strategy: Planning the internet strategy Stages of Internet marketing
Segmenting the internet market, Niche marketing strategies, On-line positioning and competitive
analysis Internet marketing scenarios pure-play, bricks-and-clicks, bricks-and-mortar
Planning for web and mobile marketing issues
Unit V
Emerging Trends in Digital Marketing: Search Engine Optimization- Keyword Research ,
How Google Works ,Search Engine Factors ,On Page & Off Page Optimization , Meta Tags,
Images, Content, Video, Links and How to Get Them , Pay per Click- How to Create a PPC
Campaign ,Implementing PPC Budget, Targeting Your Advertising , Measuring & Managing
Your Campaigns, Digital Display Advertising-Creating and implementing banner campaign,
Social Media Marketing- Increasing Website Traffic Using Facebook, Twitter, Video, etc
Building Brand Awareness Using Social Media, Best Practice Examples & Case Studies ,Mobile
Marketing- Various Forms of Mobile marketing, Geo-Targeting Your Campaign for Smart
Phones
Text Book
Chaffey, Dave, Chadwick, Fiona, Ellis. (2012). Digital Marketing: Strategy,
Implementation and Practice, 5/E, Pearson
Greenberg, Eric, Kates , Alexander. (2013).Strategic Digital Marketing. Tata Mc Graw

Hill
Charlesworth, Alen. (2014). Digital Marketing: A Practical Approach
Strauss Judy, Frost Raymond. (2009). E Marketing, 5E, PHI
Bayne, M.. Internet marketing plan. New York: John Wiley & Sons.
Hanson, W., & Kalyalam, K. Internet marketing and e-commerce. New Delhi: Cengage.
Roberts, L. M.. Internet marketing-integrating online and offline strategies, USA:
Atomic Dog Publishing.
Siegel, C. F. Internet marketing: foundations and applications. Boston: Houghton.
Mary Lou Roberts: Internet marketing, Cengage Publications
CREDIT: 3
PRODUCT & BRAND MANAGEMENT

(BM-MK05)
HOURS: 30
Course Objective:
In this subject, the students will explore their knowledge by learning all the concepts of Product
& Brand Management. The study of Brand equity, brand personality, Brand image, Product
fundamentals, Brand positioning & repositioning & certain other facts will make them a true
professional to handle different situations in corporate world.
The main objectives of the subject are:
To understand the basic facts, concepts & Theories of Brand Management
To understand the fundamentals of Brand Management.
To understand the current scenario of the Indian Market & application of the concepts
studied in real life situations.
Course Content:
Unit I
Product Concepts: What is a product, Levels of product, Product Mix concepts - Product Line,
Product Length, Product Depth, Product Breadth, Product mix decisions, BCG Model, General
Electric Multifactor Portfolio Matrix.
New Product Concepts: What is a new product? , New Product Development, Process of New
Product Development, Techniques of Idea Generation and Screening, Concept Development and
Testing, Business analysis, Product development and Test Marketing, Barriers to success
Internal and exterior Barriers, why do products fail?
Product Life Cycle: Product Life Cycle concept, Marketing implications of Product Life Cycle
stages and corresponding Strategies Rapid skimming, Slow skimming, Rapid Penetration, Slow
Penetration strategies, Why changes occur in the product life cycle? Fad and Fashion, Corporate
Strategy and Product Policy Product line Decisions.
Unit II
Brand & Brand Management: Introduction to brand, Definition and meaning of brand, Brand
and product, The role of brands, Advantages and Benefits of branding; Brand attributes,
Significance of branding to consumers & firms, Branding decisions whether to or not to brand,
decision on sponsor and positioning of brand, Brand name decision Brand strategy decision
Line extension, Brand Extension, Multi branding, co-brands, line branding, umbrella branding,
Branding in modern context, Brand Industry Planning, Brand Positioning, Brand Leverage,
Brand Valuations.
Unit II
Brand Extension: Types of brand extension, category related, image related and unrelated brand
extension, Benefits and scope of brand extension, Brand Awareness Brand Recall, Brand loyalty,
Brand Recognition, Brand architecture Portfolio roles, product market context roles, Endorser
and sub-brand roles, Unique selling proposition. Brand Image defining brand image,
Kapferers model of brand image.
Unit IV
Brand Personality: Defining brand personality, Brand Personality and Brand Associations, how
to create brand personality, measuring brand personality, Brand identity concept, Brand
positioning Defining brand positioning, why do we need positioning, Importance and
Significance of Brand positioning to Marketers & Customers, the concept of Brand
Repositioning, different methods for brand re-positioning.
Unit V
Brand Equity: The brand equity concept, defining brand equity, Measuring brand equity,
Building brand equity. Brand image and brand equity relationship, Customer Based Brand Equity
(CBBE), Brand Communication-Integrating Marketing Communications to build Brand Equity,
Brand Identity Defining brand identity, Brand identity perspectives, Brand identity prism,
Text Books
Brand Management: Mahim Sagar, Deepali Singh, D. P. Agarwal and Achintya Gupta
Brand Management: YLR Moorthy. (Vikas Publishing House Pvt Ltd.)
Strategic Brand Management: Kevin Lane Keller, (PHI Learning Pvt. Ltd.).
Brand Positioning: Subroto Sengupta. (TATA McGraw Hill)
Product Management: Majumdar, (PHI Learning Pvt. Ltd.).
Product Management: Dr. S.L. Gupta (Wisdom Publications).
Product Management: Lehmann and Winer, (TATA McGraw Hill).
Marketing and Branding: The Indian Scenario: S. Ramesh Kumar, (Pearson).
Strategies for Brand Management: Anil Verma, (ICFAI Press).
Brand Management: Text & Cases, Excal Books, Harsh V. Verma
MARKETING OF SERVICES
(BM-MK06)
CREDITS: 3
HOURS:30
Objective: The objective of this course is to supplement basic marketing and marketing strategy
courses by focusing on problems and strategies specific to marketing of services. Problems
commonly encountered in marketing services -- such as inability to inventory, difficulty in
synchronizing demand and supply, difficulty in controlling quality -- will be addressed.
Strategies used by successful services marketers to overcome these difficulties will be discussed.
This course provides a practical introduction to the theory and concept of services marketing to a
range of organizational settings and contexts.
Course contents
Unit I
Introduction to services marketing:The Services System- the importance of the Service Sector
of the economy, anatomy of a Service Exchange, why and how services marketing is different,
Frameworks for analyzing services- the service profit chain, the Service Marketing Mix
Unit II
Service quality and consumer behaviour: The integrated GAPS model of service quality,
Consumer Behavior in Services-A Model of Consumer Expectations-Antecedents of Consumer
Expectations- Customer perceptions of service, Focusing on the customer- building customer
relationships, service recovery and its role in CRM, Relationship Tools & Strategies-Role of
Service Personnel ,internal marketing & cycle of success
Unit III
The services marketing mix: Focusing on the customer- customer -defined standards, Physical
Evidence & Service cape -, impact of the Service Environment on Consumers, Service
development and design-the Service Process- the Service Operation- Blueprinting of service
Operations, Customers Role and Employees role in service delivery, service empowerment and
recovery
Unit IV
Optimizing services availability and delivery: Demand and Capacity Alignment-The Service
Capacity-Demand & supply interface-Strategies to deal with imbalances-Capacity Modification
Strategies- e-channels, Pricing decision-the role of pricing and its determinants, pricing
techniques - making services worth what is paid for, Integrated Services Marketing
Communications -the Role of communication, communication and the purchases process, steps
in designing an effective communications mix
Unit V
Applications: Marketing Financial Services, Healthcare, Case lets and case discussions
Texbooks:
Zeithaml V.,and Bitner Marry. J, Service Marketing, Tata McGraw Hill
Lovelock C, Services Marketing- People, Technology and Strategy, Pearson Education

(latest ed)
References
Nargundkar, R Services Marketing Tata McGraw Hill

Rust, Roland T., Services Marketing Harper Collins
Shankar, Ravi, Services Marketing, Excel Books
Payna, Adrian, Essence of Services marketing Prentice Hall
Verma, Harsh V Services Marketing Text and Cases Pearson Educations
Chowdhary Nimit and Chaudhary M; Textbook of Marketing of Services- The Indian
Experience Macmillan Publications
Rao Mohana Rama.K , Services MarketingPearson Education
Lenoff,David B, Marketing Financial Services, Harper publications
Apte, Govind, Services Marketing Oxford publications
MARKETING RESEARCH
(BM-MK07)
CREDITS: 03
HOURS: 30
Course Objective:
To provide an insight into the scope and extent of application of marketing research as an
information providing activity for the purpose of management decision making.
To familiarize students with methods of collecting and analyzing data pertinent to solving
marketing problems.
To illustrate how information derived from marketing research can be applied to problem
solving and decision making processes.
Course Content:
UNIT I
The Marketing Research Process Definition and Scope of Marketing Reseach; Review of the
marketing concept; definition of marketing research; Applications; the benefits of marketing
research to marketing managers
UNIT II
Defining the Problem; The steps of marketing research; problem formulation; Primary &
Secondary Research
UNIT III
Exploratory Research Designs Focus Groups & In-depth Personal Interviews: The purpose,
design and execution of focus groups; Designing the discussion guide, recruiting respondents,
Moderating the group discussion, debriefing clients and presenting the findings
Descriptive Research and Surveys Survey Methods and Errors: Cross Sectional Design v/s
Longitudinal Design; Questioner Design; Observation Techniques
Overview of Measurement: Construct Development and Scale Measurement; Fundamentals &
Comparative scaling; Non Comparative Scaling Techniques
UNIT IV
Sampling: Theory, Design and Issues in Marketing Research; Sampling Plan: non-probability
and probability samples
Preliminary Analysis and Interpretation of Data: Data Reduction, Processing and Tabulation;
Choice of analysis techniques; Assumptions for statistics, hypothesis testing, confidence
intervals; Univariate and bivariate analyses
UNIT V
Data Analysis: Testing for Significant Differences; Testing for Association
Data Analysis: Multivariate Analysis: Introduction to SPSS
Text Book
Naresh Malhotra: Marketing Research, Pearson
Luck & Rubin Marketing Research PHI;
Andy Field,Discovering Statistics using IBM SPSS Statistics , Sage Publication

Fourth EditionBoyd & Westfall Marketing Research Irwin
Majumadar, Ramanuj Marketing Research New Age International;
George, Kress Marketing Research Prentice Hall, New Delhi;
Crask, Melvin Marketing Research Prentice Hall, New Delhi;
Tull,D.S. :Marketing Research Prentice Hall, New Delhi;
Green, Paul E Research for Marketing Decisions Prentice Hall, New Delhi
S: 03
RETAIL MANAGEMENT
(BM-MK08)
CRED CREDITS: 03
HOURS:30
Course Objective:
Retail in India is still at a very early stage. Most retail firms are companies from other industries
that are now entering the retail sector on account of its amazing potential. There are only a
handful of companies with a retail background. The students will explore their knowledge by
learning all the concepts in Retailing. The study of environmental analysis, competitor analysis,
customer care & role of ethics in Retail Management will make them a true professional to
handle different situations in Retailing. The main objectives of the subject are:
To understand the basic facts, concepts & theories of Retail Management
To understand the current scenario of the market, understanding the type & nature of
competition.
To understand all the functioning at a retail outlet
To acquire the knowledge about the emerging trends in different fields of Retail
Management.
Course Content:
Unit I
Introduction to Retail - Global and Indian Perspective, Role and Relevance of Retail in Indian
context, Functions & Trends, the Growth of retail in India, factors affecting growth of retail in
India, Defining retailer, Functions of Retailer, Classification of Retailers-convenience stores,
Supermarkets, Warehouse stores, Category Killer, Departmental Store, Factory outlet, Specialty
store, Discount Store, Non-store retailing Direct marketing, Direct selling, Vending machines,
E-commerce, Organized & Unorganized Retail in India, Retailing Concepts, Theories of Retail
change.
Unit II
The customer Decision makes Process, Understanding Customer psychology and behaviour,
Major factors affecting buying behavior, Relationship Marketing in Retailing, Customer service,
providing superior services, importance of service in retail. Managing Customer complaints
how to handle customer complaints, Gap Analysis - Knowledge gap, Standard gap and Delivery
gap.
Unit III
Store Location - Steps in selecting a retail location, Factors affecting location of a store, Retail
Store Design, Store Layout key considerations, steps for designing layout, Types of store
layout Free flow, Grid, Race track, Herringbone and Spine layout, factors of design decisions,
Feature areas in store, Importance of layout of store, Managing the store, Store operations
strategy Tasks to be performed at store level, store administration, Managing human resource
in store.
Unit IV
Advertising & sales promotion in retail in India Retail Marketing & Communication, Display
as promotion tool, personal selling and its importance in retailing, Merchandise presentation
technique, Retail selling process, Retail Marketing Mix, FDI in Retail. Private Labels Defining
private labels, Pre-requisites of private labels, advantages of store brands, how to create private
brands, Visual merchandising its importance in retailing, Mall Management, Concepts in Mall
design.
Unit V
Modern issues in retailing - Shrinkage in retailing, defining retail shrinkage, Types of shrinkage,
latest data in retail shrinkage, Steps to prevent retail shrinkage, Radio frequency identification,
Technological revolutions in Retail, Airport Retailing Global and Indian scenario, significance
of airport retail in India, Future of Retailing in India New terminologies in Retailing.
TEXT BOOKS
Retail Management A Strategic Approach: Barry Berman & Joel R. Evans

Retailing Management: Swapna Pradhan
Retail Management: Gibson G. Vedamani
Suggested Readings:
BM-MK07
Retailing Management: David Gilbert

The Art of Retailing: Lamba
Retail Management: S.L. Gupta
Retailing Management: Michael Levy & Barton A. Weitz
Mall Management: Abhijit Das
Marketing Management: Philip Kotler
Brand Positioning: Subroto Sengupta
Retailer: Journal.
INTERNATIONAL MARKETING
(BM-MK09)
CREDIT-3
Course Objective:
The students will be able to
Understand the current international economic and political environment
Articulate the importance of cultural disparities when developing marketing strategies
Understand how firms manage products, services, brands in an international domain
Course Content:
Unit I
Introduction and Overview: Introduction to International Marketing: Nature and significance;
Complexities in international marketing; Transition from domestic to transnational marketing;
management orientations - EPRG framework; International trade theories, trade distortions and
market barriers.
Unit II
Global Marketing Environment: International Marketing Environment: Internal environment,
External environment- geographical, demographic, economic, socio-cultural, political, regulatory
and legal environment; Impact of environment on international marketing decisions
Unit III
Market Entry Strategies and Export Management: Identifying ways to enter in to foreign
markets, export marketing processes, export marketing documentation, foreign trade policy,
regional market characteristics, WTO and its role in international trade, STP, cross-cultural
influences
Unit IV
Understanding the Product and Pricing Decisions: Product Decisions: Product planning for
global markets; Standardization vs Product adaptation; New product development; Management
of international brands; Packaging and labeling; Provision of sales related services. Pricing
Decisions: Environmental influences on pricing decisions; International pricing policies and
strategies
Unit V
Understanding the Promotion and Distribution Decisions: Promotion Decisions:
Complexities and issues; International advertising, personal selling, sales promotion and public
relations Distribution Channels and Logistics: Functional & types of channels; Channel selection
decisions; Selection of foreign distributors/agents & managing relations with them; international
logistics decisions.
Czinkota, M.R: International Marketing, Cengage Publications.
Jain, S.C.: International Marketing, CBS Publications, New Delhi
Keegan, Warren J.: Global Marketing Management, Prentice Hall, New Delhi
Onkvisit, Sak and John J.Shaw: International Marketing: Analysis and Strategy, Prentice
Hall, New Delhi
FINANCIAL MANAGEMENT ELECTIVES

PROJECT FINANCE IN EMERGING ECONOMIES
(BM-FM01)
CREDITS:03
HOURS:30
Course Objective:
This course aims to provide grounding on basics and overview of project finance, as use of nonrecourse project financing has grown steadily in emerging markets, especially in basic
infrastructure, natural resources and the energy sector. Because of its cost and complexity,
project finance is aimed at large-scale investments and both the corporate and governments have
switched over to the new concept of project finance in funding the large investments.
Course Content:
Unit I
Planning
Overview: - Types of Capital Investments, Phases and objectives of Capital Budgeting, Strategy
and Resource Allocation:- Concept of Strategy, Diversification Debate, Strategic Planning and
Capital Budgeting Generation and Screening of Project Ideas: Monitoring the Environment,
Corporate Appraisal, Sources of Positive Net Present Value.
Unit II
Analysis: Market and Demand Analysis:-Situational Analysis and Specification of Objectives,
Conduct of Market Survey, Demand Forecasting, Marketing Plan; Technical Analysis:
Manufacturing Process/technology,
Project Charts and Layouts, Schedule of Project
Implementation; Financial Estimates and Projections:- Cost of Project, Means of Finance,
Projected Cash Flow Statement, Multi-Year Projections.
Unit III
Selection: The Time value of Money, Investment Criteria, The Cost of Capital, Project Risk
Analysis & Rate of Return, Special Decisions Situations, Social Cost benefit Analysis, Multiple
Project and Constraints, Valuation of Real Options, Judgmental, Behavioral, Strategic and
Organizational Considerations
Unit IV
Financing: Financing of Projects: Capital Structure, Project Financing Structures, Financial
Closure. Financing Infrastructure Projects: Typical Project Configuration, Financial Structure
and Corporate Governance, Financing Power & Telecommunication Projects, Managing Risks in
Private Infrastructure Projects, Public Private Partnership; Venture Capital and private Equity:The VC Investment Appraisal Process and Management, Current Concerns of the Indian VC and
PE Industry.
Unit V
Implementation & Review: Project management: Forms of Project Management, Project
Planning & Control, Human Aspects of Project management, Network Techniques for project
Management: Project Review and Administrative Aspects: Projects, The post-audit,

Administrative Aspects of Capital Budgeting, Agency Problem.
Prasanachandra Projects Planning Analysis, Financing, Implementation, and Review
TATA
McGraw Hill.
Ghattas, R. G. Practical Project Management Pearson Education.
Bhavesh M. Patel Project And Management Vikas Publication House
Lock, Denis, Handbook Project Management Efficient Offset Printer.
Kerner Harlod, Project Management CBS Publishers.
P.K Joy Total Project Management McMillan
S.Chaudhary Project Management Tata McGraw Hill
Projecting Financing by John D Finnerty, John Wiley & Sons Inc.
SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT

(BM-FM02)
CREDITS: 03
HOURS: 30
Objectives:
The objective of the course is to familiarize the participants with concepts, principles,
techniques, procedures and practice of security analysis and portfolio management.
This course also covers application aspects of security analysis techniques for the purpose
of making financially healthy investment decisions for business clients and organizations.
Contents:
Unit I
Introduction to Security Analysis: Investment, Speculation, Equity Shares, Objectives of
Security Analysis, Investment Decision in Equity
Primary Equity Market: Public Issue, Right Issue, Private Placement, Book Building-A New
Issue Mechanism in India, Initial Public Offering (IPO), ASBA
Unit II
Stock Market: Pre and Post Reforms Stock Market Scenario, Listing of Securities, Trading and
Types of Orders, BSE and NSE
Unit III
Risk and Return: Concept and Types of Risk, Stocks Beta for estimating risk and return,
Concept and Measurements of Return
Equity Valuation: Dividend Discount Model, Earning Multiplier Approach, CAPM Model
Unit IV
Fundamental Analysis: Economic Analysis, Industry Analysis, Company analysis
Technical Analysis: Technical Chart Patterns, Moving Average Analysis, P/E Ratio and other
technical indicators
Unit V
Portfolio Management: Equity portfolio selection and revision. Capital asset pricing model
arbitrage pricing theory models of Markowitz and Sharpe. Equity portfolio management
strategies (Passive management strategies (Buy and hold, indexing), Active management,
Portfolio revision strategies.
Text Books:
Security Analysis and Portfolio Management Fischer Jorden, Pearson Education, New
Delhi, Sixth Edition.
Investments Zvi Bodie, Alex Kane, Tata Mcgraw-Hill, New Delhi,9th Edition
Investment Analysis and Portfolio Management Prasanna Chandra, Tata Mcgraw-Hill,

New Delhi, Second Edition
Security Analysis and Portfolio Management K Sasidharan & Alex K Mathews, Tata
McGraw Hill Pvt Ltd., New Delhi, 2011 Edition
Investments- Analysis and Management Jack Clark Francis, Mcgraw-Hill, 2012
International Edition.
Investment Management A.V. Avadhani, Himalya Publishing House, Delhi,2012 Edition
Security Analysis and Portfolio Management Punithavathy Pandian, Vikas publishing
House Pvt Ltd., Delhi, Second Edition
COMMERCIAL BANK MANAGEMENT

(BM-FM03)
CREDITS: 3
HOURS: 30
Course Objective:
Commercial Bank Management is an in-depth study of commercial banking in the liberalized
Indian economy. This subject aims at familiarizing the students with the regulatory framework
for banks in India. This course will equip the students with tools used in interpreting and
evaluating performance, productivity and efficiency of banking organizations. It is designed to
familiarize the students with new banking practices and processes.
Course Contents:
Unit I
Indian Financial System: An Overview Indian Banking System-banking structure in India,
Evaluation of Banking system and future trends and Banking Sector Reforms, Control of the
banking system by RBI, CRR,SLR,CRAR.
Unit II
Bank financial statements and performance analysis, Reserve Requirements Sources of bank
funds, Lending Function Use of bank funds, Credit delivery and Legal aspect of lending, credit
appraisal systems for bank.
Unit III
Introduction to Risk Management, Prudential Norms, Classifications of Assets - Standard, Substandard, Doubtful & Loss Assets classification
Unit IV
Management of Liquidity Risk, ALM, Capital Adequacy & Market Risk, Management of Bank
Capital, and Basel Accord (First, Second and third accord))
Unit V
Financial Innovations and opportunities in banking- M&A, Bancassurance and Universal
banking, Factoring, Securitization and Take-out finance, High-Tech Banking
Text Books
Management of Banking &Financial Services, Justin Paul & Padmalatha Suresh, Pearson
Education
Principles and Practices of Banking, Indian Institute of Banking & Finance, MacMillan
Financial Institutions and Markets,L M Bhole,Tata Mcgraw-Hill
Basic of Banking: Taxmann Publication (Indian Institute of Banking and Finance)
Banking products and Services: Taxmann Publication (Indian Institute of Banking and
Finance)
Indian Financial System: Dr. M.Y.Khan-Tata McGraw Hills
Financial Services: Dr. M.Y.Khan-Tata Mc Graw Hills
General Bank Management: Indian Institute of Banking-Macmillan
Supplementary Reading Material

Reserve Bank Bulletins
Economic Times/Business Standard
The Professional Banker
RBI Circulars and Notifications
Journals
Journal of Banking and Finance
International Journal of Banking

Websites
www.bankingandfinancereview.com
www.rbi.org.in
CORPORATE TAX PLANNING

(BM-FM04)
CREDITS: 03
HOURS: 30
Objective
The aim of this course is to familiarize the student with latest provisions of the Indian Corporate
tax laws and related judicial pronouncements having implications for various aspects of
corporate planning with a view to derive legitimate tax benefits permissible under the law. The
knowledge acquired may find useful application in taking different financial/managerial
decisions after taking into consideration the impact of corporate tax laws. The focus is
exclusively on Income tax
Course Contents
Unit I
Income Tax Law: Basic concepts relating to income, gross total income, total income, residential
status, scope of total income on the basis of residential status. Residential status of individual
HUF, Firm and company.
Unit II
Computation of income under different heads Salaries, House Property, Profits and gains of
business or profession, Capital gains and Income from other sources.
Unit III
Total income and tax computation and set-off and carry forward of losses Deductions from gross
total income, Tax deduction at source, e-TDS return/return of TDS and assessment.
Unit IV
Corporate Tax Planning: Meaning of tax planning and management, tax evasion and tax
avoidance; Nature, scope and justification of corporate tax planning and management.
Unit V
Computation of taxable income and tax liability of companies: Concept and application of
Minimum Alternate Tax; Carry forward and set off of losses in the case of certain companies;
Tax on distributed profits of domestic companies and on income distributed to unit holders.
Implications of Tax benefits and incentives for corporate decisions in respect of setting up a new
business, location of business and nature of business. Tax planning with reference to financial
management decisions;
Text Book:
Ahuja G.K, Gupta Ravi , Income Tax and Laws, 2014 edition, Bharat Law House, New
Delhi
Reference Books:
Singhania V.K , Students Guide to Income Tax, 2014 edition, Taxman, New Delhi
Income Tax Act, Taxman
Direct Tax Manual, Taxman
Direct Tax Digest, Taxman
FINANCIAL RISK MANAGEMENT

(BM-FM05)
CREDITS: 03
HOURS: 30
Course Objective:
Financial liberalization has provided opportunities and challenges to market participants in terms
of high return and risk. The present global financial turmoil is characterized by weak economic
environment, low liquidity and volatile financial markets. In this context, it is imperative for all
the market participants to understand the financial market dynamics and empirically assess the
financial risks. It helps to take long-term financial decisions in a prudent manner. This course
provides an introduction to financial risks and the issues involved in identifying, measuring,
computing and managing financial risks. The focus is on different types of Risk, tools and
methods for identifying sources of risk and risk factors, for hedging and implementing VAR
methods.
Course Content:
Unit I
An Overview of Risk Management, Introduction to Risks: definition, the risk (market risk, credit
risk, and liquidity risk), more specifically identification of different forms of risk (currency,
interest rate, equity, commodity) Business Risk, Operational Risk, Financial Risk and Legal
Risk.
Unit II
Market Data Analysis, Probability and distribution of asset prices, Statistics: a short review
(Mean, standard deviation, correlation, skewness & kurtosis, Estimating parameters of
distributions, linear regression and correlation, Monte Carlo analysis
Unit III
Market Risk Management: Sources of Risks: interest rate, foreign exchange, equity, and
commodity risks, Valuation and risk analysis of futures, forwards, swaps, and options.
Identifying and measuring risk exposures, Value at Risk: delta-normal, historical simulation,
Monte Carlo implementations, Limitations and alternative risk measures, e.g. CVAR. Stress
testing, Liquidity risk
Unit IV
Credit Risk Management Introduction-Credit ratings, Default probabilities, Credit spreads,
Operational & Integrated Risk Management, Fat Tails & Extreme Value Theory Stress testing
and back-testing, Forecasting correlation & Volatility during market crash.
Unit V
Basel I, II, & III Regulatory Compliance & Contemporary issues, Current issues in Risk
Management, Subprime Crisis-causes & consequences.
Text Books:
Risk management and financial institutions, John C. Hull, Wiley India
Suggested Readings
John C. Hull, Options, Futures, & Other Derivatives, 4th edition, Prentice Hall, 2000.
Popular book with practitioners. John Hull is a well respected scholar in the field of
derivatives. Used to be the derivatives text for the U.S. Chartered Financial Analyst
(CFA) program.
Value at Risk by Philippe Jorion, McGraw Hill, 3e, 2007. Everything you always
Financial Modeling by Simon Benninga (of the Wharton School, Penn) and Benjamin
Czaczkes, The 2nd ed., MIT Press
Risk and Financial Management: Mathematical and Computational Methods. C. Tapiero
C_ 2004 John Wiley & Sons, Ltd ISBN: 0-470-84908-8
Robert W. Kolb, Futures, Options, and Swaps, 3rd edition, Blackwell Publishers, 1999.
User-friendly, not very rigorous. Kolb has also added many things in 3rd edition. CFA
derivatives text.
Saunders, A., & Cornett, M. M. (2007). Financial markets and institutions:an Introduction
to the risk management approach (3rd ed.). New Delhi: Tata McGraw Hill.
Stiltz, R. M. (2003). Risk Management and Derivatives. Thomson, South Western.
INVESTMENT BANKING & FINANCIAL SERVICES

(BM-FM06)
CREDITS: 03
HOURS: 30
Course Objective:
This course has been designed to provide knowledge about financial intermediaries, services
offered by them and their role and importance in the financial market operations.The aim is to
make the students understand the scope, evolution and role of merchant banking in the context of
Indian Financial System.
Course Contents:
Unit I
Introduction to Investment Banking, Overview of Investment banking, Procedure for registration
of Merchant Bnaking, merchant banking and their activities, Public issue management and
regulations.
Unit II
Stock Broking and SEBI guidelines, Depository- Depository participants and processes.
Overview of Depository system-Key features of Depository system in India depository Bank
analogy legal framework Eligibility criteria for a depository- Agreement between Depository
and Issuers Rights and Obligation of Depositories- Records to maintained by Depository
services of Depository and functions of Depository-Organisation and functions of NSDL.
Unit III
Mutual Funds, constitution and management and classification of schemes, Mutual Funds and
Pension Funds-definition,products and SEBI requirement for AMC,AMFI,Growth of mutual
funds in India,Insurance Services, Bancassurance, Reinsurances.
Unit IV
Housing Finance, Credit Rating Agencies Importance, Issues, Difference in credit ratings,
Rating methodology and benchmarks, Credit Ratings-origin, advantages, Credit Rating
Agencies,-Indian and International credit rating agencies
Unit V
Leasing and Hire purchase, Bill Discounting, factoring and forfeiting, Venture Capital, Private
Equity, Strategic secrets of private equity, Investment strategies, Hedge funds,
Text Books:
Merchant Banking & Financial Services, Madhu Vij & Swati Dhavan, Mc Graw Hill
Merchant Banking & Financial Services Guruswami, Tata McGraw Hill
Financial Services: Dr. M.Y.Khan, Tata McGraw Hill
Mutual Fund Industry-Product an services, Indian Institute of Banking and FinanceTaxman
H.R. Machiraju: Merchant Banking-Principles and Practices-Vikas Publications
IM Pandey: Venture Capital
Websites:
RBI, SEBI, CRISIL, ICRA, Money control.
INVESTMENT MANAGEMENT
(BM-FM10)
CREDITS: 03
HOURS: 30
Objectives:
Investment has become an important activity for individuals and business world.
Investment Management leads to investment strategies those give better risk and return
tradeoff.
Investment Management explains different investment avenues and their selection to
maximize wealth with acceptable degree of risk.
This course describes the students vivid details, principles and practice of Investment
Management with a learning objective of making and analyzing of investment strategies.
Contents:
Unit I
Introduction to Investment Management: Investment Alternatives, Investment Attributes,
investment and Speculation, Objectives of Investment, Investment Decision Making, Types of
Investors
Unit II
Investment Alternatives: Non Marketable Financial Assets, Money Market Instruments, Bonds
and Fixed Income Securities, Equity Shares, Mutual Funds, Financial Derivatives, Life
Insurance, Real Estate, Precious Objects, Equity Linked Saving Schemes (ELSS), Commodity
market
Unit III
Bonds Pricing and Yields: Concept of bonds yield, Estimation of bonds price
Money Market Instruments: T- Bills, Certificates of Deposits, Commercial papers, Repos
Unit IV
Mutual Funds: Indian Mutual Fund Industry, Organization and Operation of Mutual Fund,
Types of Mutual funds, Performance Evaluation of Mutual Funds, Hedge Funds
Unit V
Capital Market: Primary and Secondary Equity Market, Issue of Equity Capital, Trading and
Trading Strategies
Futures & Options: Nature of derivative securities and Instruments. Stock and Index Put & Call
Options, Stock and Index Futures, Hedging and speculative strategies, Commodity market
trading
Text Books:
Investment Analysis and Portfolio Management Prasanna Chandra, Tata Mcgraw-Hill,
New Delhi, Second Edition
An Introduction to Investments Herbert B Mayo, Cengage Learning, New Delhi, 2012
Edition.
Investments- Analysis and Management Jack Clark Francis, Mcgraw-Hill, 2011

International Edition.
Security Analysis and Portfolio Management Fischer Jorden, Pearson Education, New
Delhi, Sixth Edition
Investments Zvi Bodie, Alex Kane, Tata Mcgraw-Hill, New Delhi, Ninth Edition
Investment Management A.V. Avadhani, Himalya Publishing House, Delhi,2012
Edition
Investment Management and Security Analysis Danesh Kumar Khatri, Macmillan India
Ltd., Delhi, 2012 Edition
Investment Analysis and Portfolio Management M Ranganatham, Pearson Education,
Delhi,2011 Edition
The Indian Financial System Bharti V. Pathak, Pearson Education, New Delhi,2012
Edition
HUMAN RESOURCE MANAGEMENT ELECTIVES

INDUSTRIAL RELATIONS & LABOR LAWS
(BM-HR01)
CREDITS: 03
HOURS: 30
Objectives:
To familiarize with the various practical & legal aspects of Industrial Relations.
To inculcate in-depth knowledge on Labor laws as well as Industrial relations enacted and
practiced in India.
To develop an insight about the employer employee disputes and the ways to handle
To integrate and differentiate the various laws related with employment conditions,
remuneration, social security, Health and safety etc.
Content:
Unit I
Introduction of Industrial Relations & Labor laws: Functions of IR in India: Objectives,
Significance & aspects of Industrial Relations Emerging challenges of IR Labor Law Origin Purpose - Role of the State - Constitutional Provisions Fundamental Rights and Directive
Principles of State Policy
International Labor Organization Structure, Convention Recommendation and Ratification
Trade Unionism: Development of trade unionism, problems & suggestive measures of trade
unions, The Trade unions act 1926
Industrial Democracy & Participative Management
Unit II
Industrial Disputes and collective Bargaining: Collective Bargaining: Significance, types &
Procedure of collective bargaining
Discipline: The Industrial Employment (Standing Orders) Act 1961
Misconduct, Disciplinary Action, Types of punishments, Code of Discipline, Domestic Enquiry
Grievance Function in IR: Grievance Settlement Procedure
Industrial Disputes: Preventive & Settlement Machinery in India
Unit III
Laws related with Labor Management Relationship:
The Factories Act, 1948
The shop & Establishment Act, 1948
The Contract Labor (Abolition & regulative) act 1970
The Industrial Disputes Act, 1947
Unit IV
Laws related with Wages
The Minimum Wages act 1948,
The Payment of wages act 1936,
The payment of Bonus Act, 1965
Unit V
Social Security Labor laws
The Workmens compensation Act, 1923
The ESI Act, 1948
The Maternity Benefit Act, 1961
The Employees Provident fund & Miscellaneous Provisions Act, 1952
The payment of Gratuity Act, 1972
The Child Labor (Prohibition &Regulation) Act 1986
The Sexual Harassment of women at workplace (Prevention, Prohibition and Redressal) Act
2013,
New pension schemes
Texts Books:
Memoria & Memoria, Dynamic of Industrial Relations Himalaya Publishing,
Venkataratnam S, Industrial Relations, Oxford University Press
Suggested Reading & References:
Industrial relations by Arun Monappa, Tata Mc Graw Hill Publishing Company New
Delhi.
Rao V.S.P. ,Human Resource Management Excel Publication
Compensation Management by B.D.Singh, Pearson Publication
Compensation Management by T.N. Chhabra, Sun India Publications
Understanding wage system, by A.M. Sharma (5th Revised edition 2004) Himalaya
Publishing House, Bombay
National Wage policy, By Satya Sundram, BR Publishing Corporation, Delhi
Managing Human Resource- Personnel Management by R.S. Dwivedi, Galgotia
Publishing company, New Delhi.
PERFORMANCE MANAGEMENT AND COMPETENCY MANAGEMENT

(BM-HR02)
CREDITS: 03
HOURS: 30
Objectives:
To augment the student with the various systems & practice of performance appraisal and
assist them with designing the some end.
To identify how performance measures should be linked to overall organization strategy
To know the inter-relationships between different performance measures
To understand the behavioral and organizational consequences of using performance

measurement and performance management techniques
To identify and understand issues that may cause performance not to meet expectations
Contents:
Unit I
Introduction of Performance Management evolution, Objectives of Performance
Management, A suggested format, Sequential steps, Features of effective PFM,
Unit II
Performance management system, aims and role of PM system, Characteristics of an ideal
system, Dangers of poorly implemented PM system, Performance management process
Unit III
Performance planning through KPA, KRA ,Micro focus and macro returns, Methods of
performance appraisal, Errors in rating, Determinants of performance, Performance
dimensions,
Unit IV
Competency Mapping: Concepts; Competency models, Competency dictionary, mapping the
competencies to positions, developing the competency matrix
Unit V
Approaches to measuring performance , Performance Analysis, Appraisal forms, Model of
rater motivation, Performance Review discussion, Objectives, Conditions of effective PRD,
Main features of PRD, Process of PRD,
Text Books:
Herman Aguinis ;:Performance Management:, Pearson Publication, 2nd edition

Micheal Armstrong, Performance Management: Key Strategies and Practical Guidelines
3rd ed.,Viva Books
Suggested Readings/ References:
T.V Rao, Performance Management and appraisal Systems, Sage publication

Seema Sanghi, The handbook of Competency Mapping:, Sage Publication
Srinivas R. Kandula ,Performance Management : Strategies Interventions, PHI Learning
Pvt. Ltd.
Robert Bacal, Performance Management, McGraw-Hill
R.K Sahu :Competency Mapping:, Excell books
Sharma R . Radha , 360 Degree Feedback , C. Mapping, Assessment Centre Tata

Macgraw Hill
ORGANISATIONAL CHANGE AND DEVELOPMENT

(BM-HR04)
CREDITS: 03
HOURS: 30
Course Objectives
The course has been designed to familiarize students with the change and organizational
development theories to improve organizational performance and create healthy places to work,
and organizational intervention practices that encourage learning and change.
The purpose of this course is to learn to plan and implement change at the individual, group and
organisational level. The course is designed to help the students develop as potential change
agents and OD professionals.
Learning objectives
After completing this course students will be able to

Understand the theory and practice relating to the processes of organization development
and change.
Develop insight and competence in diagnostic and intervention processes and skills for
initiating and facilitating change in organizations.
Gain necessary self-insight, skills and techniques to become effective change agents and
internal OD consultants.
Unit I
Organizational Change: Concept of planned change, Internal and External Factors of Change,
Resistance to Change, Change Options Skills of Change Agent Models of Change: A Three
Stage Model of the Change Process (Kurt Lewin and others) ,Strategies for Managing Change
Unit II
Organization Development: Concept, Values, Assumptions, Process of Organization
Development: Understanding the organizational issues, diagnosing the problems, Feedback on
diagnostic information
Unit III
Organizational Development Interventions: Team development Interventions, Inter-group
interventions, Comprehensive OD Techniques.
Unit IV
Structural Intervention
Job Design, Quality of Work life, Quality Circles, MBO, Socio technical Systems, Physical
Setting and layout
Unit V
Organizational Change and Development Issues
Organizational Power & Politics: Concepts Sources Contingency approach, Contingency
model, Political implication, Strategies for managing political activities
Organizational Culture: Concepts, Changing Organization Culture, Strategies for merging
Organizational Culture, Strategies for strengthening Organizational Culture
Recommended Text Books:
Kavita Singh :Organizational Change &Development, 2e, Excel publishing

French, W.E. and Bell, Organization Development, Prentice-Hall of India, New Delhi.
Suggested Readings:
W. Burke, Debra Noumair :Organization Development A Process of Learning and

Changing ,3rd Edition Feb 2015,Pearson education.
Donald Brown: Experiential Approach to Organization Development: Pearson New
International Edition.8th Edition Pearson education
Thornhill et al Managing Change, 1e. Prentice Hall.
S.K Bhatia: Management of Change and Organisation Development: Innovative
Approaches and Strategies ,Deep and Deep Publications
COMPENSATION MANAGEMENT
(BM-HR06)
CREDITS: 03
HOURS: 30
Objectives:
To develop an understanding of various conceptual and practical approaches to obtain

compensation decisions.
To demonstrate an understanding of the issues related to compensation in corporate sector
and impart skills in designing, analysis and restructure compensation management
system, policies and strategies.
To identify the internal and external environmental factors that have an impact on the pay
structure of an organization
Contents:
Unit I
Compensation & Rewards
Concepts, Objectives of Compensation, Dimensions, Components of compensation plan, Factor
influencing Compensation plan, Importance of an Ideal Compensation Plan, emerging trends &
challenges of Remuneration. Remuneration Model, Compensation strategy
Unit II
Compensation Structure
Job Evaluation: Aspects, Objective, Principles, Procedure & Methods, Designing a
Compensation System, Establishing a Pay Structure,: Purposes & Types, Graded Pay
Structures, Broad-banding
Unit III
Wages and Salary Administration
Principles of wage and salary administration, Basic Wage Plans, Wage Policy, Pay Policies
Considerations, Wage differentials, Tax saving plan
Theories of Wages: Economic, Behavioral

Unit IV
Incentive Schemes
Nature, Importance and drawbacks of Incentive payments, Pre-requisites for an efficient system,
Types of Incentive Schemes,
Performance linked Compensation
Reasons, types of performance based compensation schemes, Variable Performance Linked Pay
(VPLP), Employee Stock Option Plan (ESOP); EVA
Unit V
Employee Benefits & Services
Overview, Types of Employee Benefits and Services, Principle of Fringe Benefits, different steps
in administration of benefits and services, future of fringe benefits
Executive Remuneration: Elements, Executive compensation strategies, trends of Executive
remuneration
Text Books:
Martocchio J Joseph, Strategic Compensation 6th ed. Pearson publication
Aswathappa K, Human Resource Management, 6th ed. Tata Mc graw Hill
George T Milkovich, Jerry Newman, Compensation. 6th ed. Tata Mc graw Hill
Henderson, R.O., Compensation Management in a knowledge -Based world, 10 th

Pearson Education.
Armstong, M and Murlis H, Reward Management: A Handbook o f Remuneration
Strategy And Practice , 5th ed. Kogan Page.
Singh, B.D., Compensation and Reward Management, 1st ed Excel Books, New Delhi.
Singh Soni Shyam, Compensation Management 1st ed. Excel Books
TRAINING & DEVELOPMENT

(BM-HR08)
CREDITS: 03
HOURS: 30
Objectives:
To comprehend the concepts, principles and process of Training and Development
To disseminate how to assess training needs and design training programmes in an

Organisational setting
To give insight into the various approaches and techniques of training and developing
human resource in an organization
To know tools and techniques involved in evaluation of training effectiveness
Contents:
Unit I
Overview of Training and Development: Introduction to Employee Training and Development,
concept and rationale, System Model of Training and Development, Organization and
Management of training function; Strategic Training
Unit II
Training Need Assessment: Training and the organization, Identification of Training needs,
Training needs assessment Process-organization analysis, Task analysis, and Person analysis;
Competency Models, Scope of need assessment
Learning: Theories, Process of Learning in Training Program- attributed and factors influencing;
learning styles, Instructional Emphasis for Learning Outcomes
Unit III
Designing Effective Training Programs: Designing the training programme: Training climate
and pedagogy; Selecting and preparing the Training Site, Choosing Trainers, Program Design
Unit IV
Implementing Training and Development Program: Developing training modules, Transfer of
Training: Work environment characteristics that influence transfer, Technologies to support,
Training methods, Training aids
Unit V
Training Evaluation: Introduction, Reasons for Evaluating Training, Evaluation Process Donald
Kirkpatricks Evaluation Model, Measuring changes in knowledge, skills, attitude & behavior,
Measuring Changes in level of effectiveness, Determining Return on Investment (ROI): CostBenefit Analysis
Text Books:
Noe Raymond A and Kodwani Amitabh Deo Employee Training and

Development, Mc Graw Hill 5TH edition.
Blanchard, P Nick, and James W. Thacker, Effective Training-Systems, Strategic

and Practices, Pearson Education
Goldstein, Training in Organization, Thomson learning
Peter Bramley, Evaluating training effectiveness, Mc Graw Hill

Martin Sloman, A handbook for training strategy ,Gower Publishing,
Rolf P. Lynton& Udai Parikh, Training for Development ,Sage Publications Pvt.
Ltd
William E. Blank, Handbook for Developing Competency Based Training
Programmes, Prentice-hall, New Jersey, 1982.
HUMAN RESOURCE PLANNING

(BM-HR09)
CREDITS: 03
HOURS: 30
Course Objective:
This course is designed to provide an understanding of the essential elements of human

resource planning process in organizations.
It will enable the students to acquire knowledge in analyzing, assessing and programming
for human resource requirements of organizational business plans & strategies.
Course Content:
Unit I
Human Resource Planning: concepts, Issues, Factors affecting HRP, Process, Work
Measurement: methods, Ergonomics
Unit II
Forecasting Manpower Demands: Factors: internal, external, Types of forecast, Plan, Norms:
Macro level, Micro Level: work volume basis, Positioning basis, Approaches to Demand
forecasting: Stastical Techniques: Expert forecast, trend analysis, workforce analysis, workload
analysis, Ratio analysis, ratio trend analysis, regression analysis Judgemental Techniques:
Managerial judgment, Nominal Group technique, Delphi technique, Brain storming & estimate
Practices in India.
Unit III
Forecasting Manpower Supply:: Supply Analysis Skill inventories, management inventories
Internal Supply Techniques: Inflows-outflows, Labour Turnover, absenteeism, External supply,
wastage analysis methods ,Cohort analysis, census analysis, Manpower Planning Models:
Markov, Renewal, replacement charts and succession planning
Unit IV
Human Resource Information System: Highlight objectives, stages of development, HRIS
modules, products, contents & features.
Unit V
Career Planning, Succession Planning: Impact of career planning, development & succession
planning on HRP.
Text Books
Deepak Kumar Bhattacharya: Human Resource Planning, Excell Books ,3rd edition
Monica Belcourt, Keneth. J Mobey: Strategic Human Resource Planning, 2 nd edition,
Thomson India.

M. P. Srivastava :Human Resource Planning:, IAMR, Manak Publication 1st edition
John Bernardin,: Human Resource Planning, An Experiential Approach:h McGraw Hill.
C. S. Venkataramam, B. K. Srivastava:Personnel Management & Human Resources
OPERATIONS MANAGEMENT ELECTIVES

SUPPLY CHAIN MANAGEMENT
(BM-OP01)
CREDITS: 03
HOURS: 30
Objectives:
To make students aware about the salience of the logistics and supply chain management
in the industry
How to become cost competitive in the market?
To develop a capacity for analyzing supply chain problems,
To understand the role of technologies in SCM,
To increase the customer satisfaction by applying newer concepts like JIT
Course Contents
Unit I
Introduction to Supply Chain: Nature & Concept, Value Chain
Functions & Effectiveness & Indian infrastructure, Framework for Supply Chain solutions,
Outsourcing & 3PLs,Fourth Party Logistics(4PLs),Bullwhip Effect & supply chain, Reverse
Logistics, Green Supply Chain, Global SCM & Innovation and Best practices in SCM.
Unit II
Suppliers (Upstream): Purchasing & Supply Scheduling Decisions: Supply scheduling, Just
in time purchasing, Just in time distribution scheduling, Importance of purchasing/ sourcing,
Vendor development, Supplier Relationship Management. Issues in vendor management
Unit III
Customers(Downstream):Order Processing & Information System: Defining order
processing ,Factors affecting order-processing time, Logistical information system, E-commerce,
Emerging technologies in Logistics & SCM-RFID.
Unit IV
Over view of Logistics: Evolution of Logistics, Logistics in India Operational Logistics, Total
Cost Analysis and Trade off Integrated Logistics System, Transportation: Position of
Transportation in Logistics & supply chain management, Elements of transport cost, Modes/
Multi-modal transport, Containerization, Selection of transportation model, Transportation

decision( Pricing& Rate),Transportation network( routing & scheduling).
Unit V
Inventory Policy Decisions, Appraisal of Inventories, Types of Inventories, ABC Analysis,
Pipeline Inventories, Virtual inventories, Just in Time(JIT) System, Warehousing: Concepts of
warehousing, Types & Functions of warehousing, Warehousing design & strategy, Single/
Multiple warehouse Location. Material Handling-Material handling consideration, Load
utilization, Space Layout, Storage equipment choice, Storage system costs & rates.
Text Book:
Agrawal, DK; Textbooks of Logistics & Supply Chain Management;2003, Mc Millan

Ballaou, Ronald H & Srivastava , Samir K; Business Logistics/ Supply Chain
Management.Pearson Education, (2007),
Suggested Reading List:

Handfield, Robert B & Nichols, Ernest L; Introduction to Supply Chain Mnagement,
Pearson Education(1999)
Sahay, BS(Editor), Supply Chain Management for Global Competitiveness,.Mc Milan
India Ltd(2nd Edition 2004),
Raghuram , G & Rangaraj N; Logistics & Supply Chain Management: Cases &
Concepts,, Mc Millan(2000)
Kachru, Upendra. Exploring the Supply Chain:Theory & Practice. Excel Books New
Delhi(2009)
Shah, Janat. SUPPLY CHAIN MANAGEMENT: TEXT & CASES,(2009),
Pearson
TOTAL QUALITY MANAGEMENT

(BM-OP02)
CREDITS: 3
HOURS: 30
Objectives:
To make students aware about the importance of TQM in the industry,
To emphasize the philosophies which brought revolution in the industry,
To make them familiar about the quality contro tools and techniqes and
To motivate students to understand the importance of Lean Six Sigma and their
applications in the industry.
Contents:
Unit I
Principle of Quality management: History & Basics of TQM, Organizational issues in TQM
implementation, Quality Management, Types of Quality, Three levels of Quality, The Five
paradigms of Quality, Dimensions of Product Quality, Service Quality,Cost of Quality, Quality

Cost Indices.
Unit II
Philosophies of Quality Gurus: Williams Edward Deming, Joseph M. Juran, Philip B. Crosby,
Karu Ishikawa, Shiego Shingo, Genichi Taguchi, Walter Shewart, Masaaki Imai.
Unit III
Benchmarking, Quality Certification & Awards: Benchmarking Process, Types of
Benchmarking, Phases in Benchmarking Process, Deming Prize, Malcam Baldrige Award,
European Quality Award, ISO Certification- ISO 9000, ISO-14000.
Unit IV
Quality Improvement Tools: Statistical Quality Control, Statistical Process Control, Control
Charts for variables, Pareto Charts & Pareto Diagram Analysis, Cause & Effect Diagram,
Kaizen, FEMA,FTA,TPM
Unit V
SIX SIGMA: Key six Sigma concepts, SIX SIGMA Quality level, DPMO, DMAIC,
DMADV, and Lean Six Sigma, Value Stream Mapping.
Text Books:
Gitlow, Howard S. Quality Management, Tata Mc Graw Hill(2009)
Charantimath,Poornima M. Total Quality Management, Pearson (2011,2edition)
Additional Readings
Rao, V. Venkateswara & Basant Kumar . Total Quality Management.Mohit
Publications, New Delhi,(2001),
Joseph & Susan Berk. Total Quality Management (Excel Books, New
Delhi1995).
Summers, Donna C.S. Quality Management: Creating & Sustaining
Organizational Effectiveness. Pearson (2007)
Crosby, Philip B. Quality is Still Free, Mc-Graw Hill (1979)
Chang, Richard Y & Kelly, P. Keith. Improving Through Benchmarking,
Kogan Page Ltd, London (1995),
Evans, James R. Total Quality: Management, Organization and
Strategy.Thomsan South Western (4th ed. 2007).
Evans, James R. & Dean James W. Total Quality.Thomsan South Western (2004),
IS/ISO 9001:2000, New Delhi: Bureau of Indian Standards(2000)
Enterprise Resource Planning

(BM-OP04)
Credit-3.0
Course Objective:
Hrs-30
ERP is now considered to be an important element of entry for running a business, and at least at
present, for being connected to other enterprises in a network economy. Without a backbone of
ERP, no firm can hope for integration and fruitful interaction with its customers, suppliers,
partners and stakeholders. Tailoring the ERP systems to the requirements of the process and the
organization is a skill which is required in managers today.
This course helps students learn the tools required for understanding and tailoring ERP systems.
It also aims to provide an understanding of the managerial issues involved in the design and
implementation of Enterprise Resource Planning Systems Integration of the business process of
an organization and extension of these processes to the supply chain comprising of suppliers and
customers is also a focus of the course
Course Contents
Unit I
ERP Introduction: Origin, Evolution, Business Intelligence, OLAP, Data warehousing, Data
mining.
Unit II
Business Process Reengineering: Introduction, Need, Benefits of BPR, BPR Implementation,
Methodology, Barriers to BPR, BPR & Relevant Technologies, Strategic Aspects of BPR.
Unit III
ERP- Business Modules: Finance, Manufacturing, Human Resources, Materials Management,
Quality Management, Plant Maintenance, Marketing, Sales & Distribution service
Unit IV
ERP Implementation Process: Data Migration, ERP Implementation life cycle, Consultants,
Vendors, ERP & Internet; Critical Success & failure factors leading to security issues.
Unit V
Post Implementation & Case Base Study: Post Go Live Activities, Maintenance, Case Base
Study on SAP/ Oracle/ Open Sources for hands on experience.
Text Book:
Alexis Leon, Enterprise Resource Planning, Tata McGraw Hill

S. Sadagopan, Enterprise Resource Planning, Tata McGraw Hill

Vinod Kumar Garg and Venkitakrishnan N K, Enterprise Resource Planning
Concepts and Practice, PHI
Joseph A Brady, Ellen F Monk, Bret Wagner, Concepts in Enterprise Resource
Planning, Thompson Course Technology
Mary Summer, Enterprise Resource Planning- Pearson Education
PROJECT MANAGEMENT
(BM-OP05)
CREDITS: 03
HOURS: 30
OBJECTIVE
To make aware about the various projects of national and international importance..
How managers can plan their projects and minutely work out the cost and time overrun of
projects.
To make them aware about the multiple risks involved in implementing a project, and
how to monitor a project, overcome risks, and accomplish the objectives.
CONTENTS
Unit I
Introduction: Introduction to Project Management, Characteristics of Project Organization The
phases of Project management, The role of a project manager, Project feasibility studies, Human
aspects in Project Management
Unit II
Project Planning
Work Breakdown Structure (WBS)
Organization Breakdown Structure (OBS)
Cost Breakdown Structure (CBS)
Unit III
Project Execution-I
Network diagram Activity on Arrow (AOA), Activity on Node (AON);Critical Path
Method, Types of Floats, ES, LS,EF, LF, Total Completion time, Project scheduling Analysis of project networks, CPM (Critical Path Method)
Unit IV
Project Execution-II
PERT (Programme evaluation & review Techniques)
Resource Levelling
Crashing of Project Networks with cost trade-off
Unit V
Project Monitoring and Control
Environmental Analysis, Analysis of Strategic Capabilities
Creativity & Idea generation, Market Appraisal, Technical Appraisal
Social Appraisal, Financial Appraisal
Text Books:
Khatua, Sitangshu; Project Management and Appraisal, Oxford University Press(2011)

Chandra,
Prasanna;
PROJECTS:Planning,Analysis,
Selection,Financing,
Implementation,and Review. Tata McGraw (6e,2006)
Suggested Reading/References:
Maylor, Harvey. PROJECT MANAGEMENT. Pearson Education(,3rd ed. 2003)

Gray, Clifford F.Project Management: The Managerial Process. Tata Mc Graw
Hill( 3rd ed. 2008)
Pinto,Jeffrey K. Project Management.Pearson(4th edition 2012)
Patel, Bhavesh. PROJECT MANAGEMishinENT:Financial Evaluation with
strategic Planning,Networking & Control.Vikash Publg(2nd Ed. 2011)
DECISION SCIENCE
(BM-OP06)
CREDITS: 03
HOURS: 30
OBJECTIVE
Decision-making is a fundamental part of the management process and it pervades the
activities of every business manager.
It is managers competence as a decision-maker that enables us to distinguish between a
good manager and a bad one.
Decision science is used to describe the discipline of using advanced analytical
techniques to make better decisions and to solve problems.
It has provided management with multiple models to understand the problems and thus
support the decision role of manager.
CONTENTS
Unit I
Mathematical Modelling: Linear Programming Problem
Introduction, Formulation of LP models, Graphical Method of solving LPP. Solving LPP using
EXCEL solver software, Interpretation of output.
Unit II
Special Types of LPP
Formulation of Transportation problems. Special cases in transportation problems; unbalanced
problems, degeneracy, Maximization objective, multiple optimal solution.
Assignment problems including traveling salesmans problem. Special cases in assignment
problems; unbalanced problems, maximization objective and multiple optimal solutions.
Unit III
Operations Scheduling, Replacement theory and Waiting Line Models
Introduction to flow shop and job shop, Sequencing n jobs on one machine; on two machines; on
three machines; on m machines. Replacement Policy for Equipment which Deteriorates
Gradually, Replacement of Items that Fails Suddenly.
Basic structure of a Queuing system - Calling population, Arrival parameters, Queue disciplines,
System structure, Service parameters, Performance metrics, basic M/M/1models.
Unit IV
Decision Theory
Introduction to Decision Theory, decision criterion, One-stage Decision Making Problems,
Decision-making environments.
Criteria for Decision-making under uncertainty - Criterion of Pessimism (Minimax or
Maximin), Criterion of Optimism (Maximax or Minimin), Laplace Criterion or Equally Likely
Decision Criterion, Criterion of Realism (Hurwicz Criterion), Criterion of Regret (Savage
Criterion) or Minimax Regret Criterion.
Criteria for Decision-making under risk - Expected Monetary Value (EMV) criterion,
Expected Opportunity Loss (EOL) criterion, Expected Value of Perfect Information (EVPI).
Unit V
Game Theory & Simulation
Introduction, Two-Person zero sum games, Games with saddle point, Games without saddle
point, Mixed strategy reduction by Dominance, Solution of 2 x n and m x 2 Games, Simulation.
Text Books:
Stevenson W.J.; Operations Management, Tata McGraw Hill
Natarajan, Balasubramani P, Tamilarasi A. Operations Research, Pearson
Suggested Reading/References:
Taha, Hamdy (2007). Operations Research: An Introduction, 5/e; New Delhi:

Pearson Education
Mahadevan,B; Operations Management: Theory & Practice ( 2007), Pearson
Education
Sharma J.K., Operations Research; Theory and Applications, Macmillan India Ltd., ND
Kapoor V.K.; Operations Research Techniques for Management
Swarup K., Gupta P.K., Manmohan; Operations Research
Wagner H.M.; Principles of Operations Research with Applications to Managerial
Decisions.
Kalavathy, Operations Research, Vikas Publishing House, ND.
Vohra, N.D; Quantitative Techniques in Management; Tata McGraw Hills Publishing
Company Ltd., New Delhi.
LEAN MANAGEMENT AND BUSINESS PROCESS MANAGEMENT
(BM-OP07)
Credit-3.0
Hrs-30
OBJECTIVES
To provide a simpler view of Lean Management
Discuss what are Lean and Lean Tools?
How to develop Lean Thinking among people
Introduction to BPM.
Business Process Management through lean principles
Contents
Unit I
Introduction to Lean: A Brief History of Lean ,Lean Manufacturing, Lean Thinking,
importance of lean philosophy, discussion on Toyota Production System
Unit II
Lean Transformation: How to Implement Lean Manufacturing, system assessment, process and
value stream mapping-sources of waste
Unit III
Implementing Lean: Lean Implementation in a Manufacturing Company, Lean Implementation
in Office Functions, startup of lean processes and examples of application. Lean Tools &
Techniques: Kaizen,7 QC Tools, Five S, Visual management, Kanban System, Just in
Time, One Piece Flow, Single Minute Exchange of Die, Standardized Work, Poka Yoke,
Total Productive Maintenance.
Unit IV
Business Process Management: What Does BPM Do? The Three Dimensions of BPM, BPM
Business Drivers, Real-time monitoring, What-if analysis, Automation, Process
mapping, Process Effectiveness, optimization, Process Transparency
Unit V
BPM implementation: Process improvement through initiatives such as Lean management,
control and automation, BPM implementation framework, The Ten Best Practices of
BPM
Text Book:
Singh, Akhilesh N. Lean Manufacturing : Principles to Practice, Lean

Solutions, Delhi NCR, 2010
Kiran Garimella, Michael Lees and Bruce Williams, BPM Basics, Wiley
Publishing, Inc.
Tobias Blickle, Helge Hess, Joerg Klueckmann, Mike Lees, and Bruce Williams
Process Intelligence, Wiley Publishing, Inc.
Jaya Krishna,S. (Ed.). Lean Transformation: Perspective & Experiences,
ICFAI 2008.
Jaya Krishna,S.(Ed.). Toyota: A Saga of Success, ICFAI, 2011
Moser, Roger; Johns, Christopher. Lean Production, ICFAI, 2011
B. Kanka. Lean Maintenance, ICFAI, 2011
T.P. Rajmanohar. Lean Product Development: Concepts & Models, ICFAI, 2011
Field, William M. Lean Manufacturing: Tools, Techniques and How to Use Them.
St. Lucie Press.Florida (2001)
Wilson, Lonie, How to Implement Lean Manufacturing. Mc Graw Hill(2010)
Womac, James and Daniel Jones. Lean Thinking, Free Press, Revised Edition,
2003
About IMS Ghaziabad

IMS Ghaziabad is a 26 year old flagship institute of IMS Society Ghaziabad and one of the oldest B
Schools in North India which is accredited by NAAC (National Assessment and Accreditation Council)
and International Accreditation Organization (IAO), Houston U.S.A. IMS Ghaziabad is among the Top 10
best MBA Institutes in North India as per latest MBA and B School Rankings. IMS Ghaziabad has been
Rated AAA+ in UP according to Digital Learning Asias premier Magazine., emerged A2 Super League
by Business Standard (2016),Ranked 8th in North India and 28th in all over India by The Times of India
(Times B-school survey), February, 2015, ranked A1 by AIMA (All India Management Association), 3rd
in U.P and Uttarakhand Private B Schools by Times of India B School Survey (March 2014), has been
awarded the Top institute Award in All India by CSR-GHRDC Survey (2014), awarded as Best
Management Institute in Global Orientation and Research Promotion in INDIA by Assocham (2014),
ranked 4th in Uttar Pradesh and Uttarakhand by The Week November 2014, ranked 1st in U.P &
Uttarakhand by the OUTLOOK (October 2014) and awarded as the Best Management Institute by
Dialogue India (2014). It has earned a reputation for academic excellence in providing practical and
quality academic programmes in the field of Management, and Information Technology.
IMS Ghaziabad offers full time PGDM Programme which has been awarded the MBA equivalent
status by the Association of Indian Universities (AIU) and AICTE. The National Board of Accreditation
(NBA) has also granted accreditation to the PGDM programme of our institute. Currently IMS Ghaziabad
offers PGDM and M.C.A (Master in Computer Application) courses. IMS Ghaziabad has been
consistently adjudged one of Delhi NCR TOP 10 B-Schools in the category of Placements, Industry
Interaction, Faculty and International Exposure.
IMS Ghaziabad has been consistently reinventing management education with the objective of
creating global leaders who can navigate the ever-changing business landscape. The curriculum is
constantly updated to meet the dynamic needs of industry and academia. This provides an opportunity to
continuously engage in innovating curricula by envisaging current and emerging challenges and
opportunities in the business environment. IMS Ghaziabad has recently signed an MOU with Zhejiang
University China and Jamia Hamdard University New Delhi to promote research in the areas of
Management and Technology.
With its internationally acclaimed faculty and teaching pedagogy, IMS Ghaziabad feel honored to be
associated with 25000+ Alumni base that are well established at the reputed positions in Industry. We also
cherish the strong associations with our renowned galaxy of Recruiters and are proudly accomplishing a
continuous record of 100% Placement since its inception. We are offering one of the best placements in
Management (PGDM Equivalent to MBA) and Technology (MCA course) cadre among Delhi NCR &
entire north India. IMS Ghaziabad is located in the heart of city and within 5 Km radius from Bus Stand
and Railway Station of Ghaziabad. Also, Institute enjoys the proximity to famous markets/malls and to
major food joints of the city.

2nd Year Syllabus of 2015-2017 Batch

Hochgeladen von

Dokumentinformationen

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

2nd Year Syllabus of 2015-2017 Batch

Hochgeladen von

Copyright:

Verfügbare Formate

POST GRADUATE DIPLOMA IN MANAGEMENT

PGDM Course Curriculum Session 2015-17

Customer Relationship Management &

Product & Brand Management

Project Financing in Emerging Economies

Security Analysis & Portfolio Management

Commercial Bank Management

Corporate Tax Planning

Financial Risk Management

Investment Banking & Financial Services

HUMAN RESOURCE MANAGEMENT

BM-HR-01 Industrial Relations & Labor Laws

BM-HR-06 Compensation Management

BM-HR-08 Training & Development

BM-HR-09 Human Resource Planning

Supply Chain Management

Total Quality Management

To develop the skills of strategic formulation to handle different situations in corporate

Business Policy and Strategic Management: M. Jeyarathnam, Himalaya Publishing

PERSONAL AND PROFESSIONAL SKILLS PROGRAM-IV

Introduction to product/services selling skills

BUSINESS ETHICS AND CORPORATE GOVERNANCE

Fernando A. C. Corporate Governance Second Edition, Pearson, 2012

PERSONAL AND PROFESSIONAL SKILLS PROGRAM-V

Syllabus for Elective Subjects

Makkar, Urvashi; Makkar, Harinder; Customer Relationship Management,Tata McGraw

Bhat, K.Govinda; CRM, Himalaya Publishing House

Chaudhuri Avijit, Shainesh (2001), "Implementing a Technology Based CRM Solution"

ADVERTISING & SALES PROMOTION

Advertising as a tool of Communication, The process of communication, Role of Advertising in

George E. Belch, Michael A. Belch, Keyoor Purani; Advertising and Promotion

Reference Books/Suggested Readings:

Rossiter, J.R.; Advertising and Sales Promotion Management.

SALES & DISTRIBUTION MANAGEMENT

Emergence of VMS/HMS and its

Introduce specific principles regarding the new rules of marketing online

Introduce students to current tools in the digital marketing space

Greenberg, Eric, Kates , Alexander. (2013).Strategic Digital Marketing. Tata Mc Graw

PRODUCT & BRAND MANAGEMENT

Zeithaml V.,and Bitner Marry. J, Service Marketing, Tata McGraw Hill

Lovelock C, Services Marketing- People, Technology and Strategy, Pearson Education

Nargundkar, R Services Marketing Tata McGraw Hill

Andy Field,Discovering Statistics using IBM SPSS Statistics , Sage Publication

Retail Management A Strategic Approach: Barry Berman & Joel R. Evans

Retailing Management: David Gilbert

FINANCIAL MANAGEMENT ELECTIVES

Management: Project Review and Administrative Aspects: Projects, The post-audit,

SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT

Investment Analysis and Portfolio Management Prasanna Chandra, Tata Mcgraw-Hill,

COMMERCIAL BANK MANAGEMENT

Financial Services: Dr. M.Y.Khan-Tata Mc Graw Hills

General Bank Management: Indian Institute of Banking-Macmillan

Supplementary Reading Material

Economic Times/Business Standard

The Professional Banker

RBI Circulars and Notifications

Journal of Banking and Finance

International Journal of Banking

CORPORATE TAX PLANNING

FINANCIAL RISK MANAGEMENT

INVESTMENT BANKING & FINANCIAL SERVICES

Investments- Analysis and Management Jack Clark Francis, Mcgraw-Hill, 2011

HUMAN RESOURCE MANAGEMENT ELECTIVES

PERFORMANCE MANAGEMENT AND COMPETENCY MANAGEMENT