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SEMESTER-IV

GEU MBA Program Syllabi [Effective from Academic Session 2017-19]


Programme Name - MBA
1. Course Name: Project Management
2. Course Code: MBA 401
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 3 Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 3
7. Semester: IV
8. Pre-Requisite: None
9. Course Objective: To familiarize students with the fundamentals of Project Management. It
gives a holistic viewpoint of key Project Management components including project
integration, project scope management, project time and cost management, quality management
and risk management.
10.Learning outcomes:
i. gain the knowledge & confidence about process of project management
ii. identify the different stages involved in project management
iii. evaluate a project to develop the scope of work and to plan the various activities
iv. identify the resources required for a project and to create a work plan and resource
schedule
v. monitor the progress of a project and to assess the risk of slippages

11. Course Outline:


Sl.No. CONTENT CONTACT
HOURS
1. INTRODUCTION TO PROJECT
Concept of project: Basic concepts, scope, characteristics of project,
Project life cycle & uncertainty, Project management & its knowledge 8
areas, importance of project management, types of projects, project
organizational structure, statement of work and Work Breakdown
Structure (WBS)
2. PROJECT IDENTIFICATION, DEMAND & FINANCE
ANALYSIS
Overview of Project identification: Identification, generation of ideas,
Preliminary screening, Market & Demand Analysis: Collection of
10
data, market survey, market planning & environment, Demand
Forecasting, Uncertainties in Demand Forecasting, Project Costing
and Finance: Cost of project; Cost of production; Break Even Analysis;
Means of Financing Project; Role of Financial Institution in Project
Finance
3. PROJECT APPRAISAL & RISK ANALYSIS
Project Appraisal: Time Value of Money; Project Appraisal
10
Techniques – Payback Period, Accounting Rate of Return, Net Present
Value, Internal Rate of Return, Benefit Cost Ratio (BCR); Effective
Rate of Return; Concept of social cost benefit, significance of SCBA

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 2


Risk Analysis: Measures of Risk; Decision Tree Analysis
4. PROJECT SCHEDULING, MEASUREMENT & CONTROL
Overview of CPM and PERT Analysis, Network diagram, Limitations
10
of CPM/PERT, Monitor and assess project performance, schedule, and
cost, Concept of project quality, TQM in projects, Earned value
Management
5. PROJECT TERMINATION & MANAGING TEAMS
Meaning of closure/ termination, project audit process, termination 7
steps, Team development process, team building process, stages in
developing a high performance project team, project team pitfalls
TOTAL 45

Learning Resources

a) Project Management: A Systems Approach To Planning, Scheduling And Controlling,


Harold Kerzner, Wiley India, 2013
b) Project Management: A Managerial Approach, Jack R. Meredith, Samuel J
Mantel, 8/e Wiley India, 2012
c) Projects : Planning, Analysis, Selection, Financing, Implementation and
Review, Chandra &Prasanna, 7/e Tata McGrawHill, 2009
d) Clifford F Gray, Erik W Larson, “Project Management-The Managerial
Process”TataMcgraw-Hill Publishing Co Ltd

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 3


Graphic Era University

Programme Name - MBA


1. Course Name: Information Systems Management
2. Course Code: MBA 402
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 3 Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 3
7. Semester: IV
8. Pre-Requisite: Basic knowledge of computer skills
9. Course Objective: The objective of this course is to introduce the students to the Management
Information Systems and its application in organizations. The course would expose the students to
the managerial issues relating to information systems and help them identify and evaluate various
options in Management Information Systems.
10. Learning Outcomes:
i. To Present statistical findings orally to audience
ii. To Distinguish between descriptive and inferential statistics and their uses
iii. Differentiate between good and bad data presentation
iv. Develop an intuitive feel for statistical techniques and their appropriate applications
v. Distinguish between descriptive and inferential statistics and their uses.

11. Course Outline:


Sl.No. CONTENT CONTACT
HOURS
1. INTRODUCTION TO MANAGEMENT INFORMATION
SYSTEM:
Course Introduction; Proliferation of Information Systems in
Organizations; Data, information and its attributes; Types of Decisions
and information; Meaning and Role of Information Systems; 11
Constituents of MIS; Classification of Information Systems:
Transaction Processing System (TPS) – Office Automation System
(OAS) – Management Information System (MIS) – Decision Support
System (DSS) and Group Decision Support System (GDSS) – Expert
System (ES) – Executive Support System (ESS).
2. INFORMATION SYSTEMS FOR STRATEGIC
MANAGEMENT: BUSINESS INTEGRATION
Strategic Role of Information Systems. Integrating Information Systems 10
with Business Strategy, Value Chain Analysis, and Strategic
Information Systems Framework, Planning for Information Systems
Business Application Planning; Nolan Stage Model in MIS.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 4


3. DEVELOPING INFORMATION SYSTEMS:
System concepts, Types of System, System Development Process,
Approaches to System Development, System Analysis of the existing
12
system and of new requirement, Structured System analysis and Design.
System Implementation, System maintenance, Introduction to MIS
Risks, System Evaluation, IT Procurement Options – Make or Buy
decisions, Outsourcing as an Option for IS Procurement.
4. APPLICATION OF INFORMATION SYSTEMS IN BUSINESS
AND EMERGING CONCEPTS & ISSUES:
5
Enterprise Resource Planning, Supply Chain Management, Customer
Relationship Management, Dealer Information Systems, Key issues in
implementation.
5. Business Intelligence and MIS, Tools and Techniques of BI.
5
Introduction to Data Warehousing; Types of Datawarehouse; Data
Mining and its Applications
TOTAL 45

Suggested Readings:

(a) Laudon, K., Laudon, J., &Dass, R. (2010). MIS: Managing the Digital Firm, Pearson.
(b) O’Brien, J., A., Marakas, G. M., &Behl, R. (2010). Management Information Systems,
TMH.
(c) Goyal, D. P. (2007). Management Information Systems, Macmillan.
(d) Turban, E., McLean, E., &Wetherbe, J. (2001). Information Technology for
Management: Making Connections for Strategic Advantage. John Wiley.
(e) Jawadekar, W. S. (2004). Management Information Systems, TMH.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 5


Graphic Era University

Programme Name - MBA


1. Course Name: Business Ethics & Corporate Governance
2. Course Code: MBA 403
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 03 Practical 00
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 03
7. Semester: IV
8. Pre-Requisite: Not Any
9. Course Objective: to familiarize students with the role of ethics and its importance in
business.
10. Course Outline:

Sl.No. CONTENT CONTACT


HOURS
1. ETHICS & BUSINESS ETHICS 8
Nature of ethics, Objectives of ethics, Business ethics: Nature of
business ethics, Relationship between ethics and business, Need for
business ethics. Views on BE: The Unitarian view of ethics, The
Separatist view of ethics and The Integration view of ethics, Stages of
ethical consciousness in business, Ethical theories: Meta ethics and
Normative theory, Market system: Impact of unethical behavior in the
market system-Bribery, Coercion, Deception, Theft, Discrimination,
Environmental Ethics and issues
2. MARKETING MANAGEMENT 10
Ethical issues in Marketing Strategy and marketing Mix- Product, Price,
Place, Promotion, Process, People and Physical evidence. BE issues in
marketing research.
3. HUMAN RESOURCE MANAGEMENT 10
Nature of Employment Contract. Hiring: The principal of ethical hiring,
Equality of opportunity: Discrimination. Ethics and remuneration and
Ethics in retrenchment.
4. FINANCIAL MANAGEMENT 10
Importance of financial Statements, Ethical Issues in Mergers and
acquisitions: Hostile takeovers, Poison pill, Greenmail, Golden
Parachute, People Pill, Sandbag, Management Buyouts, Insider trading,
Money laundering.
5. CORPORATION & CORPORATE GOVERNANCE 7
Definitions & Evolution of corporate governance, Characteristics of
Corporation: Corporation as a 'person', Corporation as a 'moral person',
Corporation expectations of society and market place. Definition of

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 6


Corporate Governance, Difference between Corporate Governance and
Corporate Management. Issues in Corporate Governance. Models of
corporate governance, Anglo-American model, Japanese model and
Indian model. The role & responsibilities of Board of Directors & CEO.
Committees on corporate governance: Cadbury Committee Report &
CII Report
TOTAL 45

Learning Resources

a) Ferrell and Friedrich (1990). Business Ethics: Ethical Decision Making and Cases,
Houghton Mifflin
b) Laura P. Hartman and Joe Des Jardins, (2008). Business ethics: Decision making for
Personal Integrity and Social responsibility, NY: McGraw-Hill/ Irwin.
c) Callaham J.C. (ed) (1988). Ethical Issues in Professional Life, NY: Oxford University
Press.
d) Fernado, A. C. (Latest). Business Ethics and Corporate Governance. Pearson Publication

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 7


Graphic Era University

Programme Name - MBA


1. Course Name: Financial Derivatives
2. Course Code: MBA 404(F)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 03 Practical 00
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 03
7. Semester: IV
8. Pre-Requisite: Financial Management
9. Course Objective: The objective of this course is to explore the use of basic types of
derivative instruments in the context of financial risk management by firms and financial
institutions.
10. Course Outline:
S.No. CONTENT CONTACT
HOURS
1. FINANCIAL DERIVATIVES 9
Introduction, Definition of Financial Derivative, Features, Types of
Derivatives, Basic Financial Derivatives, History of Derivatives
Market, Use of Derivatives, Critiques of Derivatives. Traders in
Derivative Markets, Factors contributing to the growth of Derivatives,
Financial Derivatives Market in India.
2. FUTURE MARKET, CONTRACTING & PRICING 9
Introduction, Financial Future contracts, Specifications of a Futures
Contract, Advantages and Disadvantages of Future contracts Types of
Financial Future Contracts, Evolution of Futures Market in India,
Operators/Traders in Future Market, Functions and growth in Future
Market, Future Market trading Mechanism, The Clearing House,
Theories of Future prices, Hedging Concepts – Long, Short, Cross.
3. FORWARD AND FUTURE MARKET: PRICING AND 9
TRADING MECHANISM
Introduction, Forward contract, Features of Forward contract,
Classification of Forward Contracts, Advantages and disadvantages of
Forward Contract, Payoff from Forward Contract, Trading Mechanism
of Forward Contracts, Forward Contracts vs. Future Contracts.
4. SWAPS 9
Introduction, Concept, Nature, Evolution and Functions of SWAPs,
Major Types of Swaps; Interest Rate SWAPS; Concept, features, types
and Valuation of Interest Rate SWAPs, currency SWAPs, Debt- Equity
SWAPS
5. FINANCIAL OPTIONS 9
Options; Introduction, concept and Types, Distinction between option
and futures contracts, option valuation, Determinants of option

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 8


pricing, Black–Scholes option pricing model, Binomial Option
pricing model, Trading with option; Spread, Types of Spread, Straddle,
Strangles, Hedging with option,
TOTAL 45

Suggested Readings

a) Vohra, N. D. & Bagri, B. R. Futures and Options, TMH


b) David A. Dubofsky& Thomas, W. Miller J. R. Derivatives: Valuation and Risk
Management, Oxford.
c) Kumar. Financial Derivatives, PHI.
d) Marshall &Bansal, Financial Engineering, a complete guide to Financial Innovation, PHI.
e) Mishra, Bishnupriya, Debasis S. Derivatives and Risk Management, Excel Books.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 9


Graphic Era University

Programme Name - MBA


1. Course Name: Banking Management
2. Course Code: MBA 406(F)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory: 03 Hours Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 03
7. Semester: IV
8. Pre-Requisite: Organizational Behavior
9. Course Objective: To prepare students to exploit opportunities being newly created in the
field of Banking due to Globalization, Privatization and Liberalization, through adequate basic
understanding about the Banking, and Other related financial services, among the students. To
give adequate exposure to the operational environment in the field of the Banking, Insurance
and Other related financial services.
10. Learning Outcome:
i. Describe the dimensions of baking products.
ii. Describe the general structure of Indian banking system.
iii. Design hedging strategies to manage Non Performing Assets in banking.
iv. Evaluate the economic environment and the impact of governmental economic policies
on consumers and banking institutions.
v. Describe the impact that financial innovation, advances in technology, and changes in
regulations has had on the structure of the Banks and banking industry.
11. Course Outline:
Sl.No. CONTENT CONTACT
HOURS
1. STRUCTURE AND ROLE OF INDIAN BANKING SYSTEM
Structure of Indian Banking System, Brief Introduction of Central bank, 9
Commercial banks, Cooperative banks, Regional, Rural Bank, Local
Area Banks:, Role of banking system in the economic growth and
development.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 10


2. BANK DEPOSITS, NOMINATION, DEPOSIT INSURANCE
AND OTHER BANKING SERVICES
Kinds of Deposits (Demand Deposits, Term Deposits Hybrid Deposits
/ Flexi Deposits), Non-Resident Accounts, Joint Accounts, Nomination
,Closure of Deposit Accounts Deposit Insurance Fund-based Services 10
(For Business, For Individuals) Non-Fund-based Services (For
Business, For individuals) Money Remittance Services (Demand Draft
/ Banker’s Cheque / Pay Order NEFT, RTGS, SWIFT Banking
Channels.

3. NPA AND SECURITIZATION


Non-Performing Assets and it classification, NPA Provisioning Norms, 10
SARFAESI Act (Securitization, Asset Re-construction, Enforcement of
Security Interest, Central Registry, Resolution of Disputes, Debt
Recovery Tribunal (DRT), Appellate Tribunal.
4. BSEL, REGULATORY FRAMEWORK OF BANKS
Bank for International Settlements, Basel Accords, Anti-Money 8
Laundering and Know Your Customer (Money Laundering, Terrorist
Financing, Know Your Customer (KYC), Customer Risk
Categorization (CRC), Customer Identity and Due Diligence). Banking
Ombudsman Scheme, 2006
5. BANKING SECTOR REFORMS & INNOVATIONS
Rationale and objectives of reforms, Banking beyond banking [Payment
Banks, Small Banks,etc] Technology for value creations [Internet 8
Banking, Mobile Banking etc]. Rural Banking
TOTAL 45
Suggested Readings:

1. IIBF, Principles and Practices of Banking, Macmilian Publication


2. H.R Machiraju, Modern Commercial Banking, New Age International Publisher
3. Gopal, V. S., &Sumathi, Gopal, (2005) Principles and Practices of Banking and Insurance,
Himalaya Publications.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 11


4. Satyadevi, C. (2010) Financial Services Banking & Insurance, S. Chand Group Punishers.
5. Agarwal, O. P., Innovations in Banking and Insurance. Himalaya Publications
6. S Gurusamy, Banking Theory : Law & Practice, TMH
7. Banking Sector Module ( Study Material NSE)

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 12


Graphic Era University

Programme Name - MBA


1. Course Name: Performance and Compensation Management
2. Course Code: MBA 405(H)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 03 Hours Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 03
7. Semester: IV
8. Pre-Requisite: Human Resource Management
9. Course Objective: To familiarize students with the fundamentals of performance and
compensation management and their application in rewarding performance and designing
compensation package.
10. Learning Outcomes:
i. Develop the performance criteria for different levels of job
ii. Develop and Execute the performance appraisal process
iii. Illustrate different ways to strengthen the pay-for-performance link.
iv. Design the compensation plan wrt different levels of job.
v. Exhibit the understanding of different theories related to wage/salary determination
11. Course Details:
Sl.No. CONTENT CONTACT
HOURS
1. INTRODUCTION 9
Performance, Performance Dimensions, Performance Management –
Importance, Objectives, Conceptual Framework of performance
Management, Approaches to Measuring Performance, Prerequisites of
Performance Management System, Factors Affecting Success of
Performance Management.
2. PERFORMANCE MANAGEMENT PROCESS 10
Performance Planning, Performance Execution, Performance
Appraisal, Performance Monitoring, Methods of Performance
Appraisal, Performance Improvement Model, Modern performance
measurement frameworks: Six Sigma, Performance Prism, HR
Scorecard; Performance Audit.
3. INTRODUCTION TO COMPENSATION MANAGEMENT 6
Components of Compensation: Monetary & Non-Monetary, Definition
of Reward System, Objectives of Compensation, Theory of Wage
Determinants, Types of Wages, Wage Policy, Economic Theories and
Employee Compensation, Behavioural theories related to wages;
Employee’s acceptance of wage level.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 13


4. WAGE & SALARY MANAGEMENT 10
Determinants for Formulating wage structures, Designing
Compensation System, Job Evaluation: Process, Concepts of minimum
wage, Pay Commissions, Designing pay ranges and bands; Salary
progression curves; Pay structure in practice: Basic salary, DA,
Allowances, Bonus; Fringe benefits.
5. TYPES OF COMPENSATION 10
Performance-based pay, Skill-based pay, Competency based pay;
Compensation – Individual based & team-based; Incentives; Gain
sharing plans; Profit sharing plans and Cafeteria plan; Executive
Compensation, Employee benefits; Stock option plans; Employee
pension; Factors affecting Executive compensation
TOTAL 45

12. Suggested Readings:

1. DewakarGoel (2008).Performance Management and Compensation Management. PHI:


New Delhi.
2. Kohli& Deb (2009). Performance Management. Oxford Publications: New Delhi.
3. Martocchio, J. J. (2009). Strategic Compensation: A Human Resource Management
Approach (3rd Ed.). Pearson Education: New Delhi.
4. Aguinis, H. (2007). Performance Management. Pearson Education.
5. Rao T.V. (2007). Appraising and Developing Managerial Performance. Excel Books.
6. Bhattacharya, D. K. (2009). Compensation Management. Oxford Publications: New Delhi.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 14


Graphic Era University

Programme Name – MBA


1. Course Name: Counseling Skills for Managers
2. Course Code: MBA 406 (H)
3. Contact Hours:45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory Practical
5. Relative Weightage: TA 25 MTE 25 ESE
6. Credits: 3
7. Semester: IV
8. Pre-Requisite: None
9. Course Objective: The objective is to familiarize students with basic understanding of
counseling and to enable them learn how to be fully present with people, how to maintain an
effective working alliance, and how to assist clients to work through their issues and concerns
so that there is effective change.
10. Learning Outcomes:
i. To explain the difference between counseling, guidance and psychotherapy
ii. To explain the different approaches of counseling
iii. To describe counseling skills and process at workplace
iv. To list out the effective use of counseling skills to facilitate organizational development.

11. Course Details


Sl.No. CONTENT CONTACT
HOURS

1 Unit 01- Introduction to Counselling 8

Meaning, Functions and Type of Counselling, Goals of Counseling Emergence and Growth
of Counseling Services; Approaches to counseling; Counseling Skills, Verbal & Non- Verbal
communication, Listening Barriers

2 Unit 02- Counselling Process 10

Beginning, Developing and terminating a counseling relationship and follow up,


Counseling Procedures, The Counseling Environment, Intake, Referral procedures,
Guidelines for effective counseling

3. Unit 03- Counselling Skills 10

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 15


Counselor’s Attitudes and Skills of Counseling, Understanding client’s
behavior, Role conflicts in counseling- dilemmas of a manager
counselor,Counseling Therapies- Insight Oriented Therapy, Behavior Therapy.

4. Unit 04- Application of Counselling Skills 10

Changing behavior through counseling- using rewards, providing mode, role


playing, relaxation activities. Organizational application of counseling skills-
changes management, downsizing, managing diversity, crisis, mentoring.

5 Unit 05- Ethical Issues in Counselling (7 Hours) 7

Need of Counseling Cell in the Organization,PerformanceCounseling: Conditions


required for effective counseling: Tips for effective counseling, Ethics in
counseling.

12. Suggested Readings:

1. Kavita Singh (2007).Counseling Skills for Managers.PHI Learning.


2. PremvirKapoor (2011).Counselling and Negotiation Skills for Managers. Wiley
publications
3. S. NarayanaRao (2013).Counseling & Guidance. McGraw Hill
4. Jeffrey A Kotter, Counseling theories and practices, Cengage Publishing, New Delhi.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 16


Graphic Era University

Programme Name - MBA


1. Course Name: Digital Marketing
2. Course Code: MBA 404(M)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 03 Hours Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 03
7. Semester: IV
8. Pre-Requisite: Understanding of Marketing Management.

9. Course Objective: To familiarize students with the fundamentals of digital marketing


including understanding social media, mobile marketing & ethical issues in digital marketing.
10. Course Outline:

Sl.No. CONTENT CONTACT


HOURS
1. INTRODUCTION TO SOCIAL MEDIA MARKETING 10
Introduction to Digital Marketing, Social media marketing, Online PR
& Reputation Management, Case study, Viral Marketing, Social Media
Marketing Measurement (Objectives, Metrics, ROI, KPI), How to build
a brand with Facebook, How to build a brand with Twitter, How to build
a brand with LinkedIn, Use of Blogs, Podcast, Microblogging, RSS,
Wikis, Social Media Dashboards for IM.
2. DIGITAL MARKETING 8
Building an effective website for DM; Importance of Meta Description;
Log Files, Page tagging and hosted solutions ; Working Mechanism of
Search Engines: Google, MSN, Yahoo, Bing; IM through Search
Marketing, Display Advertisements (PPC), Google AdWords, Adsense,
Search Engine Optimization (SEO), Search Engine Result Page (SERP);
External vs Internal Search, IM Intelligence ; Web Analytics: Google
Analytics and tools.
3. E-MAIL MARKETING & MOBILE MARKETING 12
Using E-Mail as an effective tool of IM, Legal implications of E-Mail
Marketing; The new mobile landscape; Mobile advertising using WAP
and APP, Mobile Ad networks and their usage; QR Codes, Integrated
Marketing Campaign Planning – traditional, internet, mobile.
4. E-COMMERCE 8
Internet Retailing, Consumer channels and B2B e-Commerce;
Application of CRM in IM; Application of Big Data in Internet
Marketing.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 17


5. GLOBAL CASE STUDIES AND ETHICAL ISSUES 7
Traditional Offline Businesses in the Online World – Cases: Netflix,
Amazon, Gramophone Company of India, Expedia; Common Snares in
Online Marketing; Ethical and Legal Issues; Internet of the future:
“Customerization”.
TOTAL 45

Learning Resources
a) Social Media Marketing, The next generation of business engagement by David
Evans
b) Social Media Marketing, Strategies for engaging in Facebook, Twitter and other
social media by Liana “Li” Evans
c) Ryan, Damian & Jones, Calvin , Understanding Digital Marketing (2012) ,
Publisher: Kogan Page, Edition: 1st, ISBN: 978-0-7494-6427-1
d) Curious Digital Marketer 2.0 published by AgencyFaqs

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 18


Graphic Era University

Programme Name - MBA


1. Course Name: Product & Brand Management
2.Course Code: MBA 405(M)
3.Contact Hours: 45 L: 3 T: 0 P: 0
4.Examination Duration (Hrs): Theory 03 Hours Practical
5.Relative Weightage: TA 25 MTE 25 ESE 50
6.Credits: 03
7.Semester: IV
8.Pre-Requisite: Understanding of Marketing Management.

9.Course Objective: It would include: a framework for product management structure in an


organization; an overview for the need for introducing new products; the importance of an
innovation policy; new product strategy, a productive new product development process;
market appraisal for opportunity identification; the design process, a focus on importance of
the consumer, product positioning, testing and improving new products to meet competition,
product introduction and profit management.
10. Learning outcomes:
i. Compare and contrast the elements of a managing a product and managing a brand
ii. Critique the different measures of brand equity, including brand salience
iii. Assess and develop differing brand and product portfolio management strategies.

11. Course Outline:

Sl.No. CONTENT CONTACT


HOURS
1. CONCEPTS OF PRODUCT MANAGEMENT 8
Defining competitive set - Category Attractiveness Analysis,
Competitor Analysis, Customer Analysis, Corporate Strategy and
Product Positioning, Product line Decisions, Product Lifecycle &
Marketing Strategies
2. PRICING AND NEW PRODUCT DEVELOPMENT 8
Pricing Strategy, Channel Strategy, Push & Pull Strategies, Line
Extension, New Product Forecasting, New Product Development and
the Techniques of Idea Generation and Screening, Concept
Development and Testing, Test Marketing, Launching and Tracking
New Product Programmes

3. INTRODUCTION TO BRAND MANAGEMENT & CRAFTING 10


OF BRAND ELEMENTS

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 19


Brand-concept: Nature and Importance of Brand; Types of brands,
Strategic Brand Management Process; Brand Identity perspectives,
Brand identity prism, Consumer Brand Knowledge, Concepts of Brand
Equity, Tools for Building Brand Equity, Leveraging Brand Equity,
Measurement of Brand Equity, Aaker’s BE Model, Designing
marketing programs to build brand Equity, customer based brand
equity.

4. BRAND STRATEGIES, PERSONALITY AND IMAGE 10


Brand Assets and liabilities, Brand Loyalty, Measures of Loyalty,
Branding strategies – product, line, range and umbrella branding, Brand
Personality: Definition, Measures and Formulation of Brand
Personality; Brand Image dimensions, Stages of Concept Management
for functional, symbolic and experiential brands.
5. BRAND POSITIONING AND EXTENSION 9
Brand Positioning: Concepts and Definitions, 3 Cs of positioning, Brand
positioning and differentiation strategies, Repositioning, Celebrity
Endorsements, Brand Extension; Managing brands over time, Brand
reinforcement, brand revitalization, managing global brands, Branding
in different sectors
TOTAL 45

Learning Resources

a) Jean-Noël Kapfer (2008). The new strategic brand management(4th Ed.).Kogan Page.
b) Donald Lehmann and Russell Winer(2005) “Product Management”(4th Ed.). Tata
McGraw Hill, New Delhi.
c) Jock Busuttil (2015). Practioner Guide to product management.Grand Central Publishing.
d) Cook (2011). Product Management: Value, Quality, Cost, Price, Profit and Organization,
Springer.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 20


Graphic Era University

Programme Name - MBA


1. Course Name: International Logistics & Global Supply Chain Management
2. Course Code: MBA 404(S)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 3
7. Semester: IV
8. Pre-Requisite: Should have studied and understood the SCM in detail as part of MBA
Semester III syllabi.
9. Course Objective: The course explores the main issues in international logistics (IL) and
supply chain management (SCM) to underline their strategic importance to firms.
10. Learning outcomes :

i. define, explain and illustrate the key operational issues involved in international logistics;
ii. explain and illustrate the significance of logistics and supply chain management in
international business;
iii. explain and illustrate the composition of global supply chain;
iv. apply this knowledge of managing logistics in international trade operations in analysis,
discussion and argument;
v. analyse the supply chain strategies of firms;
vi. examine the levels of risk, efficiency, and sustainability of a supply chain; and,
vii. Communicate effectively in oral and written forms about international supply chain
management using appropriate concepts, logic and rhetorical conventions.
11. Course Details
S CONTACT
No. HOURS

1 INTRODUCTION 8
Impact of Globalisation on Value Chain, The Principles of Competitive Strategy
and Organization, The Evolution of Manufacturing Strategies and Design of
Supply Chain
2 UNDERSTANDING STRATEGIC ISSUES 15
The Model of Global Logistics, Integration vs Decentralization in MNCs,
Reorienting Channels for Distribution, Setting Customer Service levels,
Choosing Logistics Technology.
3. IMPLICATIONS OF STRATEGIC ISSUES 9
Supply Chain Network Configuration, Collaborative Forecasting and
Operations(CFAO), Strategic Sourcing & E Procurement

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 21


4. MISCELLANEOUS 13
Measuring Performance, Inventory policy Issues, Transportation Cost
Opportunities, Managing a Distribution Center, Planning and Control Systems

12. Suggested Readings:


a) Chopra, S. and P. Meindl, (Latest), Supply Chain Management? Strategy, Planning and
Operations, 2nd Edition, Pearson Education (ISBN 81-297-0172-3).
b) Sopole, V.V. (Latest), Logistics Management: Supply Chain Imperatives, New Delhi, Pearson
Education.
c) Raghuram, G.and N. Rangraj, (Latest), Logistics and Supply Chain Management :Cases and
Concepts, Macmillan, New Delhi.
d) Simchi-Levi, D., P. Kaminski and E. Simchi-Levi, (Latest), Designing and Managing Supply
Chain: Concepts, Strategies and Case Studies. 2nd Edition,Irwin, McGraw Hill, New Delhi.
e) Ballou, RH (Latest), Business Logistics Supply Chain Management: Planning, Organising and
Controlling Supply Chain, McGraw Hill, New Delhi.
f) David, P. (2009), International Logistics, Biztantra, New Delhi

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 22


Graphic Era University

Programme Name - MBA

1. Course Name: International Logistics & Global Supply Chain Management


2. Course Code: MBA 404(IB)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 3
7. Semester: IV
8. Pre-Requisite: Should have studied and understood the SCM in detail as part of MBA
Semester III syllabi.
9. Course Objective: The course explores the main issues in international logistics (IL) and
supply chain management (SCM) to underline their strategic importance to firms.
10. Learning objectives :

i. define, explain and illustrate the key operational issues involved in international logistics;
ii. explain and illustrate the significance of logistics and supply chain management in
international business;
iii. explain and illustrate the composition of global supply chain;
iv. apply this knowledge of managing logistics in international trade operations in analysis,
discussion and argument;
v. analyse the supply chain strategies of firms;
vi. examine the levels of risk, efficiency, and sustainability of a supply chain; and,
vii. Communicate effectively in oral and written forms about international supply chain
management using appropriate concepts, logic and rhetorical conventions.
11. Course Details
S CONTACT
No. HOURS

1 INTRODUCTION 8
Impact of Globalisation on Value Chain, The Principles of Competitive Strategy
and Organization, The Evolution of Manufacturing Strategies and Design of
Supply Chain
2 UNDERSTANDING STRATEGIC ISSUES 15
The Model of Global Logistics, Integration vs Decentralization in MNCs,
Reorienting Channels for Distribution, Setting Customer Service levels,
Choosing Logistics Technology.
3. IMPLICATIONS OF STRATEGIC ISSUES 9
Supply Chain Network Configuration, Collaborative Forecasting and
Operations(CFAO), Strategic Sourcing & E Procurement
4. MISCELLANEOUS 13

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 23


Measuring Performance, Inventory policy Issues, Transportation Cost
Opportunities, Managing a Distribution Center, Planning and Control Systems

12. Suggested Readings:


g) Chopra, S. and P. Meindl, (Latest), Supply Chain Management? Strategy, Planning and
Operations, 2nd Edition, Pearson Education (ISBN 81-297-0172-3).
h) Sopole, V.V. (Latest), Logistics Management: Supply Chain Imperatives, New Delhi, Pearson
Education.
i) Raghuram, G.and N. Rangraj, (Latest), Logistics and Supply Chain Management :Cases and
Concepts, Macmillan, New Delhi.
j) Simchi-Levi, D., P. Kaminski and E. Simchi-Levi, (Latest), Designing and Managing Supply
Chain: Concepts, Strategies and Case Studies. 2nd Edition,Irwin, McGraw Hill, New Delhi.
k) Ballou, RH (Latest), Business Logistics Supply Chain Management: Planning, Organising and
Controlling Supply Chain, McGraw Hill, New Delhi.
l) David, P. (2009), International Logistics, Biztantra, New Delhi

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 24


Graphic Era University

Programme Name - MBA


1. Course Name: Social Entrepreneurship
2. Course Code: MBA 404(EN)
3. Contact Hours: 45 L: 4 T: 0 P: 0
4. Examination Duration (Hrs): Theory Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 3
7. Semester: IV
8. Pre-Requisite: None
9. Course Objective: Students in this course will gain knowledge about social entrepreneurs
and how they are creating solutions to address societal problems, learn how to develop
creative solutions to address social problems, and empower you to see social entrepreneurship
as a force for social change. The course is designed for you if you want to gain valuable tools
to prepare you to make an impact on the lives of others.
10. Learning Outcomes:
i. Be exposed to the concept of social entrepreneurship and social enterprises and how social
entrepreneurs are transforming society to deliver social impact in their home communities and
abroad.
ii. Knowledge and understanding of the meaning of social entrepreneurship, how its principles
have been applied to address social problems, and what challenges are faced by those wishing
to adopt social entrepreneurship methods.
iii. Learn how social entrepreneurs have applied social entrepreneurship principles to address
social problems, gain the ability to empower disadvantaged community members to create
social change and develop your own skills to “be the change you wish to see in the world'.
Mahatma Gandhi.
iv. Appreciate the role of measurement to quantify social impact and how social entrepreneurs
mobilize scarce resources to affect social change.
v. Enable students to use innovative methods and innovative didactics in relation to health-
promotion, living conditions and physical health working with various target-groups.
11. Course Details
Sl.No. CONTENT CONTACT
HOURS
1 INTRODUCTION TO SOCIAL ENTREPRENEURSHIP

Defining Social Entrepreneurship, The Socio-Economic Context of Social


Entrepreneurship, and Measuring Social Impact of the enterprise. Governance 10
of Social Enterprises, Profile of the Social Entrepreneur, Understanding Social
Entrepreneurship and Identifying Organization.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 25


2 CREATION OF SOCIAL ENTERPRISE

Understanding the SE Terrain: Sector Studies, Governance and the Legal 08


Context of Social Entrepreneurship, Social Marketing& Marketing for the
Non-profit enterprises
3. THE NON PROFIT ENTREPRENEURSHIP

Definition, Leveraged Non Profit ventures, Social Business Ventures,


Government Related Organization and Non-Government Organization, Types
of NGO’s TSO, NPO, VO, NSA, CSO, GO, SMO, PVO, SHO. Environment 10

& Human rights NGO’s, Funding, Overhead Cost, Monitoring & Control,
Staffing, and Challenges to Legitimacy.
4. INDUSTRY ANALYSIS AND THE COMPETITIVE FRAMEWORK

Discovering the New Values, Social & Market Research, Where do innovative
opportunities originate,Strong leadership – blessing or a curse,Industry analysis 08
and the Competitive Strategy FrameworkOrganizational assessment,
Comparing Profit and Non-profit business models.
5 GRANTS AND MARKETING YOUR ORGANIZATION:

Grants proposals, Writing a Grant Proposal, Grant sources Identifying your


customers and understanding their needs and wants, Pricing to maximized 09
social impact, Promoting your product/service, Fund-raising and sources funds,
Press releases, Making the most of special events

12. Suggested Readings:

a) Corporate Social Responsibility – C. V. Baxi&Ajit Prasad


b) Government Finance – John F. Due & A. F. Friedlaender.
c) Corporate Governance – Scott C. Newquist& Max B. Russell
d) I have a Dream- RashmiBansal

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 26


Programme Name - MBA
1. Course Name: Predictive Analysis & Data Visualization
2. Course Code: MBA 404(BA)
3. Contact Hours: 45 L: 3 T: 0 P: 0
4. Examination Duration (Hrs): Theory 03 Hours Practical
5. Relative Weightage: TA 25 MTE 25 ESE 50
6. Credits: 03
7. Semester: IV
8. Pre-Requisite: Business Statistics

9. Course Objective: To familiarize students with the concepts of Predictive Analysis,


Statistical Models and their application.

10. Course Outline:

Sl.No. CONTENT CONTACT


HOURS

1. INTRODUCTION TO PREDICTIVE ANALYTICS AND 10


PREDICTIVE MODELING

Introduction, Predictive Analytic Process, Application of Predictive


Analytics, Predictive Modeling: Introduction, Business Process on
Predictive modeling, Predictive modeling process, Types of Models and
Algorithms. Introduction to time series and Forecasting-Organizing data
for analysis, Simple descriptive techniques, Trend, Simulating the
correlogram, Forecasting: Exponential Smoothing, Forecasting forms:
ARIMA Models, Moving Average, Casual Models.

2. LINEAR AND MULTIPLE LINEAR REGRESSION 11

Linear Regression: Linear regression for descriptive modeling,Linear


regression for predictive modeling: Choosing predictor variables,
Generating predictions, Assessing predictive performance, Fitting the
model, Interpreting output, Logistic regression for classification,
Coefficient of Determination, Interpretation of Regression coefficient,
Categorical variables, Heteroscedasticity, Multicollinearity,
Autoregression.
3. INTRODUCTION TO DATA VISUALIZATION 7
Introduction to information visualization, Theoretical foundations of
data visualization, How to tell stories with information visualizations,
Introduction to visual displays, Depicting relationship among data
points, Understanding data visualization tasks, Gathering the right data,

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 27


Selecting the appropriate display, Using Visualization to communicate,
Making effective Data Visualization Presentations.

4. DATA VISUALIZATION TOOLS 7


Statistical visualizations using histograms, scatter-plots and times series
data, Dashboards, Scorecards, Introduction to R, Introduction to
Python, Introduction to Tableau, Heat Maps, Fractal Map, Tree Maps,
Big Data Visualization

5. PREDICTIVE ANALYTICS AND DATA VISUALIZATION 10


APPLICATIONS
Applications of Predictive Analytics and Data Visualization in Banking,
FMCG, Telecom, IT, Automobile, Healthcare and other Industries.

TOTAL 45

Learning Resources

a) Stephen, Few (2006). Information Dashboard Design: The Effective Visual


Communication of Data (1st Ed.). O'Reilly Media;
b) McKinney, Wes (2013). Python For Data Analysis (1st Ed.). Shroff/O'Reilly.
c) Graeme Simsion, Graham Witt (2004). Data Modeling Essentials (3rd Ed.).
d) Morgan Kaufmann (2011). An Introduction to Applied Multivariate Analysis with R.
Springer.
e) Siegel, Eric. (2013). Predictive Analysis. John Wiley & Sons.
f) Anderson, J. (2010). Econometrics. John Wiley & Sons.

GEU MBA Program Syllabi [Effective from Academic Session 2017-19] 28

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