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Roll No..

Time allowed : 3 hours Maximum marks : 100

Total number of questions : 8 Total number of printed pages : 4

PART A
(Answer Question No.1 which is compulsory
and any two of the rest from this part.)

1. (a) Cabana Design, a graphic design company, has approximately 100 employees
in three its offices in Mumbai (Churchgate, Mulund and Bandra). The
company has become highly dependent on the internet to communicate
between offices, as well as to advertise its services. Due to its rapid growth,
top management has not had the time to think strategically about its
technology infrastructure. They have approximately 80 desktops plus a dozen
or so laptops that employees use to connect while on the move or from home.
Each of the three offices has a local area network for using graphic software
packages and administrative applications.

Some of its employees are freelance graphic designers who work with a
diverse set of multimedia application packages. The company wants an
e-commerce strategy to be in place so that it could increase the ease of dealing
with freelance designers (b-to-b) and reduce the cost of distributing draft
versions of graphic design products to its customers world-wide (b-to-c). It is
also interested in getting real-time inputs from the customers during the design
process. Using a secured extranet is certainly an option. While the company
does not have the resources to hire a full-time CIO, it does have the resources
to hire you as a consultant to devise a technology game plan to quote the
CEO. In your first interview with her, she states that she wants to understand
what they need to do to technology future-proof the company as they
continue to grow. She says do whatever you need to but come up with an
MIS strategy for the company.

Outline the critical components and processes you would go through in

devising this strategic master plan.
(12 marks)

(b) You are the Company Secretary of a textile mill and also holding additional
charge as General Manager (Marketing). Enumerate some important
management information reports, with their periodicity, which you may like to
have from various departments.
(8 marks)

2. (a) State, with reasons, whether the following statements are true or false :

(i) The major purpose of MIS is to store and retrieve data.

(ii) Information for control is different from the information needed for
planning and decision-making.

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(iii) ERP is all about information technology and complicated
computerisation.
(iv) On Line Analytical Processing (OLAP) refers to the ability to analyse
in real time multi-dimensional information stored in data warehouses.
(2 marks each)

(b) Extranet provides information which outside customers need such as detailed
product description, FAQs about different products, etc. Explain some of the
important strategies necessary for success of extranet in the organisation.
(7 marks)

3. (a) SAP has several layers. The basic system is the heart of the data operations
and should not be evident to higher level of managerial users. The heart of the
system from a managers view point is the application modules. In the light
of the statement, describe the various SAP application modules.
(7 marks)

(b) Write short notes on any two of the following:

(i) Search engines

(ii) ISDN
(iii) Switching.
(3 marks each)

(c) Name any two Value Added Network (VAN) service providers in India.
(2 marks)

4. (a) Internal Distribution Services (IDS), an international distribution company

with one of its warehouses in your region, wants to hire you as a network
consultant to assist the company in selecting appropriate Wireless Local Area
Network (WLAN) technology for its warehouse floor. IDS management has
decided that a WLAN is the best for the company but does not know what
features of WLAN are appropriate for their needs. Write a report containing
the different types of WLAN options and suggest the one that will suit the
company.
(5 marks)

(b) State how the marketing personnel of a firm can make best utilisation of
Geographical Information System (GIS) to boost their sales.
(4 marks)

(c) Distinguish between any two of the following:

(i) Asynchronous transmission and synchronous transmission.

(ii) Logical design and physical design.
(iii) Electronic data interchange (EDI) and enterprise resource planning
(ERP).
(3 marks each)

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PART B
(Answer Question No.5 which is compulsory
and any two of the rest from this part.)

5. (a) Dey, the Executive Director of Big Gun Ltd., a capital goods major in
Kolkata, is apprehensive that their company does not have a say in the
industry despite their size. A few medium sized companies enjoy a
significant voice in the industrys affairs and the media appears to reflect only
their views. Dey feels that an authoritative voice in the industry is required
for future business success. He wants you to prepare a note on objective
methodology for confirming or dismissing his apprehensions.
(8 marks)

(b) Life is a communication-centered activity. If we cannot communicate

effectively, we cannot live effectively. Explain the statement and describe
the various aspects of body language.
(7 marks)

(c) Write a brief note on emotional intelligence (5 marks)

6. (a) The Institute of Public Relations proposes to conduct 7th international

programme of public relations management in New Delhi from 30th June to
18th July, 2005 for managers from countries across the globe at Hayyat
Regency, Delhi at a non-residential fee of US$1750. The programme includes
lectures, video presentations, tutorials, workshops, business games, syndicate
projects, case histories and presentation by participants.

Draft a press release for publication in English journals in different parts of the
world about the international programme to be held by the Institute of Public
Relations.
(7 marks)

(b) Good questioning techniques are extremely important in interviews.

Highlight the various types of questions used in interviews.
(5 marks)

(c) Assume that you are trying to get some orders from a prospective buyer. You
are talking to him and have established a comfortable communication channel.
How will you determine the level of rapport you have established with the
prospective buyer ?
(3 marks)

7. (a) Public relations is not the same as propaganda or publicity. Explain.

(6 marks)

(b) What are the structural differences between reports and proposals ?
(5 marks)

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(c) Distinguish between any two of the following :

(i) Hearing and listening.

(ii) Critical listening and comprehension listening.
(iii) U-shape and V-shape in layout of the meeting.
(2 marks each)

8. (a) What do you mean by knowledge management ? Why is it important ? How

will you implement an effective knowledge management programme in your
organisation?
(7 marks)

(b) Write short notes on any two of the following:

(i) Blake, Shepard and Mouton Model of inter-group conflict

(ii) Community relations
(iii) Cognitive mapping. (4 marks
each)
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