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MYSORE UNIVERSITY SYLLABUS

THIRD SEMESTER

3.1 Project Management

1. Proje ct man agemen t : concept s & key t erm s, evol ut i on of i nt egrat ed proj ect m anagem ent
syst em , ali gni ng proj ect s wi t h organi zat i on st rat egy, effe ct i ve proj ect port fol i o m anagem ent syst em ,
proj ect li fe cycl e, feasi bi l i t i es of proj ect s- di ffer ent form s of proj ect cont ract i ng.

2. Proje ct S cop e man agemen t: defi ni ng proj ect scope, cre at i ng work break down st ruct ure (WB S ),
proj ect rol l up ,process break down st ruct ure, responsi bi l it y m at ri x.

3. Proje ct sch ed u li n g: net work m odel s, P ERT & C PM usi ng soft wares, m easuri ng ri sk.

4. Proje ct ri sk man agemen t : conti ngency pl anni ng, schedul i ng resourc es, reduci ng proj ect
durat i on.

5. Proje ct Team Man agemen t: bui l di ng hi gh- perform anc e proj ect t eam s, m anagi ng vi rt ual proj ect
t eam s, proj ect cont rol process. P erform an ce m easurem ent and eval uat i on, proj ect qual i t y, pl anni ng,
qual i t y assurance, qual it y audi t , proj ect cl osure, post com pl et i on audi t .
R eferen ces :
 Proj ect Management – C li f f ord Gray & L arson
 w w w.pmi .org

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3.2 Entrepreneurship
1. Fou nd ati on s of E n trep ren eu rsh i p : Nat ure of Ent repreneurshi p, soci al & cult ural fact ors
i n nurt uri ng ent repren eurshi p. Inst i t uti onal support for prom ot i ng ent repreneu rshi p i n Indi a, rol e of
Uni versi t i es & C oll eges, C S IR l abs. C ase st udy of i ncubat i on

2. B usi n ess Pl an ni n g: F rom i dea generat i on to preparat i on of det ai l ed busi ness pl ans.
Exerci ses in prepar at i on of busi ness pl ans.

3. Ven tu re Capi tal : Val ui ng and fi nanci ng a vent ure, st ages of vent ure devel opm ent and
fi nanci ng, vent ure capi t al fi rm s (VC ’s) vent ure expansi on st rat egi es.

4. Ru ral & soci al en trep ren eu rsh i p : P ot ent i al for ent repr eneurshi p i n rural Indi a, SHGs,
m i cro credi t et c., C ase st udi es of soci al ent repreneurshi p in Indi a.

5. E n trep ren eu rs i n In d i a: F ami l y busi nesses, new generat i on ent repren eurs, wom en
ent repren eurs.

R eferen ces :
 Ent repreneurshi p – Prof . T.V.Rao
 Ent repreneurshi p – Hi sri ch & Pet er
 St ay hungry st ay f ool i sh-Rashmi Bhansal
 Ent repreneurshi p- Mat hew J Mani mal a
 Indi as new capi t al i st – Hari sh Damodaran
 Busi ness Maharaj a’s – Geet ha Peramal

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ELECTIVE PAPERS
MARKETING MANAGEMENT

3.3 Elective MM 1: Consumer Behavior and Marketing Research

1. Con su mer B eh avi or: Int roduct i on, F act ors infl uenci ng consum er behavi our, P ersonal i t y,
P sychographi cs, F am i l y, Soci et y, Val ues of percept i on, At ti t ude and li fe st yl es, Di fferent m odel s of
consum er behavi our – Econom i c, Learni ng, P sychoanal yt i cal , S oci ol ogi cal , Howard S het t , Ni cosi a,
Webst er and Wi nd, Engel , B l ackwel l and Mi nard model s.
2. Bu yin g Deci si on Mak i n g Process: B uyi ng rol es, S t ages of the deci si on process – Hi gh and l ow
effort deci si ons, Post purchase deci si ons, Model s of consum er behavi our
3. Mark eti n g Research Desi gn s: Types of research desi gns, Techni ques and tool s of dat a col l ect i on –
S cal es and m easurem ent , Vari ous t ypes of dat a, S am pli ng t echni ques, S am pl e si ze det erm i nat i on.
Anal ysi s and int erpret at i on of dat a. R eport i ng t he resea rch fi ndi ngs.
4. App l i cati on of Q uan ti tati ve Tool s i n Mark eti n g: Deci si on m aki ng usi ng R egressi on anal ysi s,
ANOVA, Di scri m i nant anal ysi s, F act or anal ysi s, C lust er anal ysi s, Mult i - di m ensi onal scal i ng and
C onj oi nt anal ysi s, Use of S PS S for dat a anal ysi s.
5. Mark et Resea rch : Market i ng and m arket resea rch, Qual i t at i ve resear ch, Market and sal es anal ysi s.
Mot i vat i on research, C om m uni cat i on resear ch, P roduct , P ri ci ng and Di st ri but i on resear ch.
R eferen ces :
 Market i ng Research – R.N argundkar
 C onsumer Behavi our – Schi f f man and K anuk
 Market i ng Research – Tul l , Green and Haw ki ns
 Busi ness Research Met hods – Z i kmund
 Market i ng Research – N .K . Mal hot ra
 Market i ng Research – Parashuraman, Grew al
 C onsumer Behavi our – Hoyer Mac Inni s

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3.4 Elective MM 2: Sales and Logistics Management
1. al es Man agemen t: Obj ect i ves of sal es m anagem ent , P ersonal sell i ng process, Devel opi ng personal
sel l i ng st rat egi es. Organi zi ng t he sal es force – Types of sal es organi zat i ons – Det erm i ni ng t he ki nd
of sal es force and Si ze of t he sal es force. Qual it i es of sal es execut i ves.
2. Man agi n g th e S al es Force: Effe ct i ve R ecrui t i ng, S el ect i ng and Trai ni ng t he sal es force. Ti m e and
t erri t ory m anagem ent , S al es t erri t ori es and S al es Quot as – Com pensat i ng sal es force, Mot i vati ng t he
sal es force – C ont roll i ng t he sal es force –Eval uat i ng t he sal es force.
3. Retai l i n g and Wh ol esal i n g: Non-st ore ret ai l i ng, E-t ai l i ng, Di rect m arket i ng, Tel e m arket i ng,
Market i ng on t he net , Em ergi ng t rends i n ret ai l i ng & whol esal i ng.
4. Di stri b u ti on an d Logi sti cs Man agemen t: Desi gn of di st ri buti on channel , S t ruct ure and C hannel
m anagem ent . C om ponent s of l ogist i cs – i nbound and out bound l ogi st i cs, key l ogi st i cs act i vi t i es
vi z., C ust om er servi ces - Invent ory m anagem ent – Mat eri al handl i ng – C omm uni cat i on – Order
processi ng, P ackagi ng – Traffi c and t ransport at i on – Warehousi ng and st orage.
5. L ogi sti cs Strategy: Logi st i cs i nform at i on syst em , Organi zi ng for eff ect i ve l ogi st i cs, Im pl em ent i ng
l ogi st i cs st rat egy – Com put er packages used i n l ogi st i cs. R et ai l i ng and whol esal i ng, sal es and
l ogi st i cs for rural m arket s.

R eferen ces :
 Sal es Management – Deci si ons, St rat egi es and C ases – Ri chard R. St i ll , Edw ard W. C undif f and
N oman A.P. Govani
 Prof essi onal Sal es Management – R.E. Anderson, Joseph F. Har, Al an J. Bash
 Market i ng C hannel s – Loui s W. St ern, Adel I. ER – Ansary, T. C oughl an
 Fundament al s of L ogist i cs Management – M. Lambert , James R. St ock, M. Eli ram
 L ogi st i cs Management – Donal d J.B. and D.J. Cl oss
 L ogi st i cs and Suppl y Chai n Management – Mart i n C hri st opher
 Sal es Management – Anal ysi s and Deci si ons Maki ng – T homas N . Ingram
 Managi ng Suppl y Chai n – J.L . Gat t orn and D.W. Wal di s

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3.5 Elective MM 3: Advertising and Sales Promotion Management
1. Promoti on Mi x: El em ent s of m arket i ng prom ot i on mi x, Advert i si ng, Publ i ci t y, P ersonal sel li ng,
P ubli c rel at i ons and S al es prom ot i on, Det erm i nant s of prom ot i on mi x.
2. Ad verti si n g: Types of advert i sem ent , advert i sabi l i t y and advert i si ng ai ds, Advert i si ng pl anni ng and
deci si on m aki ng.
3. Ad verti si n g Camp ai gn Pl ann i n g: S et t i ng advert i si ng goal s and obj ect i ves, The DAGMAR
Approach. Message st rat egi es and t act i cs, C reat i ve approaches, C opywri t i ng and t est i ng,
Advert i si ng copy desi gn and com m uni cat i on st rat egy, C opy-vi sual i zat i on l ay out , Advert i si ng
appeal s and them es, Cl assi fi cat i on of advert i sem ent copi es, Essent i al s of a good copy. Exerci ses i n
draft i ng advert i sem ent copy.
4. Ad verti si n g Med i a: Types of m edi a, m edi a pl anni ng and schedul i ng, Advert i s em ent budget s,
approach es t o advert i si ng, budget i ng. Measuri ng advert i si ng effe ct i veness. Advert i si ng st rat egi es
for rural m arket s.
5. Ad verti si n g Agen ci es: P rofi l e of m aj or advert i si ng agenci es in Indi a and abroad, Rural advert i si ng,
soci al advert i si ng, et hi cs i n advert i si ng, advert i si ng st andards counci l of Indi a (AS C I).
R eferen ces :
 Advert i sement and Promot i on – Bel ch and Bel ch
 Advert i si ng – Aaker and Bat hra
 Advert i si ng Management – C hunaw all a
 Advert i si ng Management – Wri t e and Z i egl er
 C ont emporary Advert i si ng – Wi l l i ams Arens
 Advert i si ng Management – Raj eev Bat ra, John G.Myer, Davi d Aker
 Advert i si ng Pl anni ng & Impl ement at i on – Sangeet a Sharma & Raghuvi r Si ngh
 Advert i si ng Pri nci pl es and Pract i ce – Wel l s, Mori at ry, Burnet t
 Advert i si ng Management – Jai shri Jet hw anry, Shrut hi Jai n
 Market i ng C ommuni cat i on – Dahl en

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FINANCIAL MANAGEMENT
3.3 Elective FM 1: Advanced Capital Budgeting
1. Cash Fl ow Measu rem en t: Dependenc e and independenc e of cash fl ows in eval uat i ng proj ect s,
Measures of ri sk and ret urns, Infl at i on i n capi t al budget i ng, R eal vs nom i nal di scount rat es, B i as i n
cash fl ow est i m at es, Tot al ri sk for m ul ti pl e i nvest m ent . Measuri ng cash fl ow for acqui si ti on. Use of
Excel for esti m at i ng cash fl ows & deci si on m aki ng.
2. Rank i n g p rojects : NP V vs IR R C onfl i ct s, F i sher ’s rat e of i nt ersect i on, Mul t i pl e IR R s, MIR R ,
Opt i m al deci si on under capi t al rat i oni ng
3. Real Op ti on s i n Cap i tal In vestmen t: Types of opt i ons – expansi on, Abandonm ent and
post ponem ent .
4. Proje ct Ri sk An al ysi s : Techni ques for m easuri ng st and al one ri sk – S ensi t i vit y anal ysi s, S cenari o
anal ysi s and Si m ul at i on
5 Fi n an ci n g Deci si on s : S ources of l ong-t erm fi nances for a proj ect . Leasi ng – Types of l eases,
st ruct uri ng of l ease rent al s and eval uat i on of l ease.

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3.4 Elective FM 2: Advanced Capital Structure Theories
1. E mp i ri cal Persp ec ti ves on th e Fin an ci al Ch aracteri sti cs : Anal ysi s of com posi t e cash fl ows,
Leverag e, Ownershi p st ruct ures, R OE, P / E rat i os, Di vi dend payout , Di vi dend yi el ds, and ot her
fi nanci al chara ct eri st i cs of S ensex and Ni ft y fi rm s.
2. Pri n cip al Agen t Con fl i ct an d Fin an ci al S trategi es: Int roduct i on, Li m i t ed l i abi li t y and t he
separat i on of ownershi p and cont rol , rol e of m anagem ent wit h di ffuse ownershi p. C l assi c di rect i ve
t o m anagem ent , ext ended st akehol ders, C onfli ct s of i nt erest , C ont ract s and a revi sed di rect i ve.
3. In formati on Asymmetry an d th e Mark ets for Corp orate S ecu ri ti es: Int roduct i on, Theori es of the
effe ct s of i nform at i on asym m et ry, Val uat i on of t raded equi t y under asym m et ri c i nform at i on,
Inform at i on asym m et ry and t he Qual i t y of t he m arket for a fi rm ’s equi t y, opt i m al ownershi p
st ruct ure.
4. L everage Deci si on : Int roduct i on, Corporat e and personal t axat i on, Modi fyi ng MM proposi t i ons t o
account for corporat e t axes, Tradi t i onal t rade- off t heory, Agency theory and l everag e deci si on,
Asym m et ri c inform at i on and l everage, bal anci ng agency cost s wi t h inform at i on asym m et ry.
5. T h e Fi rm’s E nvi ron men t, G overn an ce, strateg y, op erati on an d fin an ci al stru ctu re - F i rm ’s
busi ness envi ronm ent , operat i on st ruct ure, F i nanci al st ruct ure, ri sk perform an ce and cont i ngenci es,
em pi ri cal anal yses of ri sk.

3.5 Elective FM 3: Portfolio Management

1 Mark et effi ci en cy: R andom wal k and t he effi ci ent m arket hypot hesi s, Em pi ri cal t est i ng of Effi ci ent
Market Hypot hesi s (EMH). P ort fol i o Theory – C api t al all ocat i on bet ween t he ri sky asset and t he
ri sk free asset , Opt i m al ri sky port fol i os-Markowi t z m odel Vs S tochast i c Dom i nance Anal ysi s(S DA),
Equi l i bri um i n capi t al m arket s – C api t al asset pri ci ng model , Index m odel s and Arbi t rage pri ci ng
t heory and m ult i fact or m odel s of ri sk and ret urn.
2 Fi xed In come S ecu ri ti es: Bond P ri ces and yi el d –B ond C haract e ri st i cs and Types, B ond P ri ci ng,
B ond yi el d, Term S t ruct ure of Int erest rat e, Int erest rat e ri sk-i nt erest rat e sensi t i vit y, durat i on,
convexi t y and i mm uni zat i on.
3 Fu nd amen tal An al ysi s : Econom i c anal ysi s, Indust ry anal ysi s, C om pany anal ysi s, F orecast i ng
com pany earni ngs, Val uat i on of com pani es,
4 Tech n i cal An al ysi s: Market indi cat ors, F orecast i ng indi vi dual st ock perform an ce, Techni ques,
Types of chart s, Dow t heory, R el at i ve st rengt h, Cont rary opi ni on, Movi ng averag e, C onferenc e
i ndex, Tradi ng vol um e, Concept of dept h, breadt h and resi l i ence of t he m arket .
5 Acti ve Portfol i o Man agemen t: Port fol i o perform anc e eval uat i on – m easuri ng i nvest m ent ret urn,
convent i onal t heory of perform an ce eval uat i on, M 2 and T 2 , m arket t i mi ng, perform anc e at t ri buti on
procedur es, st yl e anal ysi s and morni ng st ar ’s, ri sk adj ust ed rat i ng. Act i ve port fol i o const ruct i on
usi ng Treynor – Bl ack m odel

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HUMAN RESOURCES MANAGEMENT
3.3 Elective HRM 1: Human Resource Development
1. H u man Resou rce Devel op men t: Sub syst em s of HR D & OD, HR M and HR D, Em ergi ng t rends i n
HR D, HR D in IT i ndust ry, publ i c sect or, governm ent organi zat i ons, and NGOs.
2. Perfor man ce Man agemen t: Tradi t i onal and modern t echni ques, Open Apprai sal – Ident i fi cat i on of
Key P erform an ce Areas and Key R esul t Areas – Manageri al apprai sal – Et hi cal issues i n
perform an ce apprai sal . Pot ent i al apprai sal , F eedback m echani sm s, P erform ance m anagem ent and
care er devel opm ent . B i -di rect i onal perform ance m anagem ent .
3. Men tori n g , Coach in g & E mp l oyee Cou n sel in g S ervi ces : Nat ure m ent ori ng and coachi ng, Coachi ng
t o im prove poor perform an ce, Effect i ven ess of coachi ng, Need for em pl oyee counsel i ng program s,
C om ponent s & Charact e ri st i cs, Issues i n em pl oyee counsel i ng.
4. Caree r Pl an ni n g an d Devel op men t: Meani ng and process – C areer pat h, C areer wi dt h and Lengt h
– S uccessi on pl anni ng – C areer Devel opm ent .
5. L earn i n g an d d evel op men t i n kn owl ed ge setti n g: Learni ng i n a knowl edge envi ronm ent , creat i ng a
hol i st i c devel opm ent al approach, devel opi ng soci al capi t al , devel opi ng knowl edge l eadershi p
capabi l i t i es, proj ect - based l earni ng, worki ng wi t h t echnol ogy, buil di ng a com prehensi ve knowl edge
devel opm ent st rat egy, pl anni ng for i ndi vi dual devel opm ent .
R eferen ces :
 Human Resource Devel opm ent –Randy L . Desi mone, Jon M.Werner & Davi d M.Harri s.
 Desi gni ng and Managi ng Human Resource Syst ems – Pareek, Udai and Rao T.V.
 Recent Experi enc e i n Human Resource Devel opment – Rao T.V. and Perei ra, D.H.
 Perf ormance Apprai sal – T heory and Pract i ce – Rao T.V.
 Ef f ect i ve Human Resource Devel opment – N eal E. Chal of skey, C arl ene Rei nhart .
 Human Resource Management – Sat yadi an S. Mi rza
 K nowl edge Management – Shel da Debow ski – John Wi l ey, Indi a publi cat i ons.

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3.4 Elective HRM 2: Organizational Change and Development
1. O rgan i zati on al Ch an ge: Pl anned organi zat i onal change, C hange agent s, Dynam i cs of resi st ance
t o change, P l anned change. Qual i t y work l i fe.
2. O rgan i zati on Devel op men t: Hi st ory of Organi zat i on, Devel opm ent – Val ues – Assum pt i ons –
B el i efs in organi zat i on devel opm ent .
3. T h eory and Man agemen t of O rgan i zati on Devel op men t: Foundat i ons of organi zat i on devel opm ent
– Managi ng t he organi zat i on devel opm ent process – Act i on resear ch and organi zat i on devel opm ent .
4. O rgani zati on Devel op men t In terven ti on : Team i nt ervent i on – Int er- group and t hi rd part y
peacem aki ng i nt ervent i on – C om prehensi ve int ervent i on – St ruct ural i nt ervent i ons – Trai ni ng
experi en ces.
5. K ey Con si d erati on s an d Issu es: Issues i n consul t ant – C li ent rel at i onshi ps – Syst em ram i fi cat i ons –
P ower, poli t i cs and organi zat i on devel opm ent – R esearch in organi zat i on devel opm ent
R eferen ces :
 Organi zat i on Devel opment – Franch and Bel l ;
 Organi zat i on Behavi our – Fred L ut hans
 Human Behavi our at Work – K ei t h Davi s; Organi zati onal Desi gn f or Excel l enc e – K handaw al l a
 Organi zat i onal int el l i gence – Si l ber K earny
 T he dance of change – Pet er Senge and ot hers
 T he f i ft h di sci pl i ne – Pet er Senge

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3.5 Elective HRM 3: Training and Development
1. Trai n i n g: Int roduct i on, Im port ance of t rai ni ng, Advant ages of t rai ni ng, Trai ni ng chal l enges,
C hangi ng workpl ace and workforce, Trai ni ng as a sub syst em of HR D, Learni ng envi ronm ent ,
Inst ruct i onal desi gn, Learni ng out com es, F eedback, C ondit i ons of t ransfer, C onvert i ng t rai ni ng
obj ect i ves to t rai ni ng pl an.
2. Trai n i n g Need s Assessmen t (T NA): Met hods of TNA, Organi zat i onal support for TNA,
Organi z at i onal anal ysi s – S peci fyi ng goal s, Ident i fyi ng const rai nt s, R esource anal ysi s, Learni ng
pri nci pl es, Trai ni ng enhancem ent , Trai ne e chara ct eri st i cs.
3. Trai n i n g Del i very: Tradi t i onal vs Modern m et hods, S DLP, S im ul at ed work set t i ngs, DLP, C D ROM,
Int eract i ve Mult i m edi a, Web- based i nst ruct i ons, Int el l i gent Trai ni ng Syst em (ITS ), Vi rt ual R eal i t y
Trai ni ng (VRT).
4. Trai ni n g Eval u ati on : C ri t eri a, Eval uat i on of cri t eri a, Di m ensi ons of cri t eri a, Use of experi m ent al
desi gns, Quasi experi m ent al desi gns, Uti l i t y conservat i ons, Indi vi dual di fferen ce m odel s, C ont ent
val i di t y model , St at i sti cal m et hod.
5. Trai ni n g In terven ti on s: Learni ng Experi ence and B ui l di ng Organi z at i on C apabi l i t y, Em pl oyee
capabi l i t y, Apprent i ceshi p, Vest i bul e, Em bedded t rai ni ng, Team bui l di ng, cross and Int er- posi t i onal
t rai ni ng, Leadershi p t rai ni ng.
R eferen ces :
 Trai ni ng in Organi zat i on – Irw i n L. Gol dst ei n, J. K evi n Ford.
 Ef f ect i ve Trai ni ng: Syst em St rat egi es & Pract i ces – P N i ck Bl anchard James W T hacker.
 Trai ni ng For Organi zati onal Transf ormati on – Rol f P Lynt on Udai Pareek.
 T he Trai ners port abl e ment or – Gargul o & Ot hers

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