Advanced Institute of Management Studies

ACADEMIC
SCHEDULE PGDM
AND SYLLABUS APPROVED BY AICTE, NEW DELHI
HAND BOOK 2017-19 | 2018-20
 ACADEMIC COUNCIL
Dr. E. GIRIDHAR
Director, Emeralds Educational Institutions
Mr. K. VISWANATH REDDY
Director, Emeralds Educational Institutions
Mr. PARTHASARATHY AALA
Asst. Director, Emeralds Educational Institutions
Mr.Sreedhar Thyagarajan
MD,TMI Network
Dr.Chandrasekharan
Professor,Loyola Institute of Business Administration
Mr.Sridhar Sarathy
Sr.Vice President-Human Resources, Tata Capital
Mr.Jai Krishna Balakrishnan
President HR-Amara Raja Group
Prof. Raveendra Chittoor
ISB - Hyderabad
Mr. Madhav SBSS
Director, Product Development, AKAMAI, USA
Mr. G. Sreeni
Engineering Director & Leader, Microsoft, USA
Ms. Hema Mani
Director - Human Resources at Lennox India
Technology Centre & Lennox Asia Sourcing
ACADEMIC SCHEDULE
2017-19, 2018-20 Batch

17-09-2018 to 22-09-2018
 PGDM ALL SEMESTER SUBJECTS
Semester - I Semester - II
Accounting for Managers Marketing Management - II
Business Statistics Human Resource Management
Managerial Economics Operations & Supply Chain Management
Management and Organisational Behaviour Business Environment
Marketing Management Research Methodology
Business Communication & IT BEC - II
Induction Program VIVA Voce
VIVA Voce

Semester - III Semester - IV

Innovation Management Entrepreneurship
International Business Management Soft skill project
Strategic Management Incubation Center Management

Specialization: Specialization:
Finance Area Finance Area
Portfolio Management Financial Derivatives
Financial Statement Analysis
Course* Marketing Area
Marketing Area Consumer Behaviour
Retail Marketing
Rural Marketing HR Area
Course* Labour Legislation
Human Resources Area
Advanced manpower Planning
Recruitment & Selection
Course*

* Courses are as per current industry scenario

SYLLABUS
 Accounting for Managers

UNIT – I
Accounting-Scope-Nature-Objectives-Principles-Concepts-Users of Accounting
information-Classification of accounts-Cash & Accrual Basis of Accounting-
Revenue expenditure & Capital expenditure

UNIT – II
Preparation of Journal – Ledger – Trail balance

UNIT – III
Construction of Trading and Profit & Loss Account and Balance sheet

UNIT –IV
Cost Concepts – Cost classification – Cost statement - Problems

UNIT – V
Tally.

References:
1. Gupta R.L. and Radhaswamy M : Advanced Accountancy (Sultan Chand)
2. James .A. Hall: Accounting Information Systems (Cengage)
3. Maheswari S.N: Advanced Accountancy (Vikas)
4. Rama Chandran. N. and Ram Kumar k: Financial Accounting for Management
(McGrah Hill)
5. Ambrish Gupta: Financial Accounting for Management (Pearson)
6. Don R.Hnsan and Maryanne M.Mowen: Management Accounting (Cengage)
7. Paresh Shah, Basic: Financial Accounting for management (Oxford)
 Business Statistics
Unit I
Introduction Statistics–Definition, Importance and Scope in Managerial Decision Making,
Collection of Data - Primary Data and Secondary Data, Presentation of Data - Classification and
Tabulation of Data- Application of Diagrams and Graphs. Measures of Central Tendency: Mean,
Median and Mode; Measures of Variation Concepts, Range, Mean Deviation, Standard Deviation,
and Coefficient of Variation.

Unit II
Probability Concepts, Addition Law, Multiplication Law, Conditional Probability and Bayes'
Theorem. Probability Distributions: Binomial, Poisson and Normal Distributions.

Unit III
Correlation and Regression Concepts-Scatter Diagram- Coefficient of Correlation - Karl Pearson's
and Spearman's Rank Correlation. Regression Analysis - Regression Lines and Regression
Coefficient. Business Forecasting Methods of Forecasting. Time Series Analysis- Components of
Time Series. Index Numbers Concepts and Applications, Unweighted Index Numbers, Weighted
Index Numbers, Consumer Price Index Numbers

Unit IV
Sampling and Sampling Distribution Concepts, Random Sampling and Non Random Sampling,
Sampling Distribution. t-test, Z-test, Chi Square Test, Analysis of Variances – ANOVA One – Way
Classification & ANOVA Two – Way Classification.

Unit V
Statistical Analysis with Excel and SPSS

References:
1. Business Statistics, J.K. Sharma, Pearsons Education.
2. Statistics for Management, Richard I. Levin& Rubin, Pearson Education
3. Quantitative Analysis for Management, Render and Stair, TMH
4. Quantitative Business Analysis-Text & Cases, Samul Bodiley
5. Quantitative Methods in Business, Anderson, Thomson Learning.
6. Business Statistics, S.P. Gupta & M.P.Gupta, Sultan Chand and Sons
 Managerial Economics
Unit I
Introduction to managerial economics-what is managerial economics-what is a managerial
economist supposed to do in a firm- Interdisciplinary nature of managerial economics
Unit II
Analysis of demand and supply - Concept of demand- Linking it up to the utility analysis-
Indifference curve analysis-Concept of supply- How are prices determined?
Unit III
Demand and supply elasticity - Factors determining demand elasticity-Income elasticity-Factors
determining supply elasticity- Changing Trends in demand,supply,consumption,prices in India
Unit IV
Cost analysis -Total cost, fixed cost and variable cost- Average cost and marginal cost and their
relationship-Economies of scale and scope-Relevance of cost curves for the managers
Unit V
Production analysis -Production function-Multi-product production vs. single-product production-
Isoquants-Elasticity of substitution –challenges and opportunities of manufacturing and service
sectors
Unit VI
Profit analysis-What is profit?-Theories of profit and depreciation
Unit VII
Theories of competition- Perfect competition: meaning and importance, short and long run analysis
of perfect competition, profitability evaluation, -Imperfect competition and oligopoly barriers to
entry
Unit VIII
Macro Economics – Inflation – GDP – Monetary Policy – Fiscal Policy
References:
1. Managerial Economics by Atmanand , Excel Books.
2. Managerial Economics Purba Roy Choudary, Geethika,Piyali Ghosh(Mc Graw Hill)
 Management and Organization Behaviour

Unit I:
Concept of management, Development of Management Thought
Management Functions, Management Roles and Management Skills

Unit II:
Planning, Organizing
Staffing, Directing, Controlling

Unit III:
Historical Evolution of OB, Disciplines that contribute to the OB field, Diversity in Organizations,
Personality, Perception, Individual Decision Making, Learning, Attitudes, Motivation

Unit IV :
Understanding Work teams, Communication and group decision making
Leadership, Conflict and Negotiations

Unit V
Organization structure, Organizational culture
Organizational Change, Work Stress and Stress Management

References:
Stephen P. Robbins, Timothy A Judge, Neharika Vohra. Organizational Behavior, Pearson.
K. Aswathappa. Organizational Behavior, Himalaya Publishing House.
P. Subba Rao, Management and OB, Himalaya Publishing House.
 Marketing Management

Unit I:
Introduction to marketing: Introduction, definitions, core concepts, Knowing customer, Customer
satisfaction, customer value, retention, customer delight and value chain, Marketing Environment,
Environment forces, Micro and Macro environment.

Unit II:
Consumer Behaviour, Influencing factors, buying decision process, CB models, Target Marketing
Strategy, Segmentation process, basis of segmentation, market targeting, Customer Relationship
Management.

Unit III:
Product Management, Product Decisions and Strategies, Product Mix, PLC ( product life cycle)
Branding, Brand positioning, brand identity and equity and packaging Positioning and
differentiation.

Unit IV :
Price, Setting the Price , Responding to changes in price, Pricing Strategies Promotion, Process for
effective communication, Introduction to Advertising, Media, Sales Promotion Channel
Management, Marketing through channel partners, Wholesalers and Retailers.

Unit V
Marketing Organization and Control, Organizing and controlling marketing operations.
E-Commerce, Digital Marketing,
Market Research, Marketing research process.

References:
Marketing Management 14E by Kotler and Keller
Fundamentals of Marketing by Stanton, Etzel, Walker
 Business English Communication

Unit I : Business English and Vocabulary

Company / Organisation
Talking about organisational structure, Talking about jobs and duties, Talking and asking about a
company's products and services, Business Facilities and Directions, Talking about business
facilities and facilities required for self, Describing own office and office building, Asking for and
giving detailed directions.
Aims/Objectives/Goals
Future Plans, Talking about aims/objectives/goals of self and others, Asking and talking about
future plans, Giving opinion on future plans, Discussing priorities, Understanding and talking about
the degree of certainty in future, Discussing possibilities in different situations, Talking about
certainty & uncertainty, possibility & impossibility, probability & improbability, ability & inability,
obligation and necessity, Making suggestions, describing a sequence of activities
Agenda/Meetings
Understanding and talking about an agenda for a meeting, Understanding essential elements of a
conversation/meeting, Reporting what others said, Making promises about future, Progress,
Talking about past events, Talking about the schedule, progress and budget of a current
project/task, Talking about reasons for delays, if any
Comparisons and Making Choices
Describing two or more products and comparing them, Describing two or more services and
comparing them, Talking about advantages and disadvantages of a product/service, Giving opinion
about the best choice, Agreeing and disagreeing with people's opinions,
Buying and Selling
Asking and talking about orders and prices, Talking about discounts and negotiating on price,
Talking about ways of paying, Talking about market forces, Talking about suppliers, Describing
trends, Talking about orders and supplying goods or services, Describing cause and effect, Making
and answering enquiries
E-mails and Resume
Writing e-mails which are more or less formal, according to the recipient, Preparing own resume,
Understanding someone's resume.
Advanced Grammar
Recap of Tenses, Articles, Prepositions, Reported Speech, Modal Auxiliary Verbs, Conditional
Forms, Advanced Structures, Phrasal Verbs, Prepositional Phrases.
 Information Technology for Managers

UNIT – II (MS-WORD)

Word Processing – Basics – Common tools – Page Setup – Editing and Formatting – Tables –
Charts – Macros – Mail Merge– Index– Printing.

UNIT – III (MS-POWER POINT)

Power Point: – Features – Slides – Slide Layouts – Design Templates– Slide Master– Animation –
Timings – Action Buttons.

UNIT – IV (EXCEL)

Basics – Formulae - Moving – Editing –Formatting – Charts – Naming of Charts – Hyperlink –

Databases – Forms – Sort – Filter – Goal Seek– Scenarios – Solver – Functions – Pivot Table and
Chart.

UNIT – V (Workouts)

Workout on MS- Word

Workout on MS-PowerPoint
Workout on MS- Excel

References:
Vinod Babu Bandari: Fundamentals of Information Technology ( Pearson Education.)
Sanjay Saxena: MS Office 2007(Vikas Publishung)
SEMESTER -II
 Marketing Management II

Unit I
Selling and Marketing concept – theories of selling – New business Vs. serving business –Consumer goods
selling – Industrial selling – International selling – Retail selling – Classification of sales people –
Characteristics of sales people – personal selling; Objectives, Policies, Strategies under competitive
settings – Evaluation of personal selling Vis-à-vis other components of promotional mix.

Unit II
Selling process: Prospecting: Steps – Preapproach: Objectives, Sources – The Approach: Objectives,
methods – The Presentation: strategies, I developing, situational selling and showmanship – Handling
objections: Attitude, Strategy, Methods, Types of Objections, Specific situations – Closing: tactics,
methods – follow up.

Unit III
Sales Organisation: Types, sales potential – Determining the sales force profile – product market analysis –
Determining the sales force size – Territory management - Sales targets: Quantitative & Qualitative
methods. Training: Planning sales force training methods, content, execution, training the dealer
salespersons and evaluating the training programmes.

Unit IV
Sales force management: Recruitment and selection: Job analysis, manpower planning, job specification
and Job description, sources of Sales recruits, problems in screening and selecting the application ––
Leadership, Supervision and Compensation: Objectives, remuneration methods, incentives – Motivating
the sales force – Sales meetings and Sales contests. Evaluation and Control.

Unit V
Sales budget – Sales Quotas – Systems approach – Sales Management audit – Performance Appraisal -
Behaviourally anchored rating scale – ROI – Sales analysis: sales related, cost related, activity related
Determinants of sales person performance.

References
Still, Cundiff and Govoni – Sales Management – Decisions, Strategies and Cases, Prentice Hall of India,
New Delhi.
Frederic A. Russell et al – Selling – Principles and Practices, McGraw Hill, New Delhi.
Mike Wilson – Management of the sales force, MIA Series
Bill Donaldson – Sales Management, Macmillan.
 Human Resource Management

UNIT – I
Human Resource Management – Significance – Objectives and Functions – Organization Design –
HRM Environment – Job Analysis.

UNIT – II
Human Resource Planning- Recruitment – Selection – Placement – Induction – Performance
Appraisal

UNIT – III
Employee Training – Management Development – Retention Management – Career Planning and
Development

UNIT – IV
Job Evaluation – Employee Remuneration – Fringe benefits.

UNIT – V
Industrial Relations – International HRM – Recent Trends in HRM.

References:
Uday Kumar Haldar and Guthika Sarkar – “Human Resource Management” (Oxford)
Aswathappa. K – “Human Resource Management” (Tata McGraw Hill)
David A. Decenzo and Stephen P. Robbins – “Personnel: Human Resource Management”
(Prentice Hall of India)
Garry Dessler – “Human Resource Management” (Pearson Education)
John M Ivancevich - “Human Resource Management” (Tata McGraw Hill)
Subba Rao. P - “Personnel and Human Resource Management” (Himalaya)
 Operations and Supply Chain Management

SUBJECT DESCRIPTION:
Objectives include the production/Operations of high-quality products and services to satisfy customer
requirements at competitive prices, while effectively utilizing a number of different resources, such as
employees, equipment, facilities, and information systems. Supply Chain Management involves the
transformation of materials and other inputs into products and services. It is one of the primary functions
for both manufacturing and service businesses. Supply Chain Management works closely with
marketing, finance and accounting, engineering, and other functions to develop strategic plans and
business plans. It also shows how to implement those plans.
OPERATIONS MANAGEMENT
Introduction - Role and Relevance of operations Management - Strategic management in OM - Facility
location - Facility lay out: Classification and merits - Facility Maintenance methods – Break Down,
Preventive, Predictive - Replacement Policies.
Materials Management – Concepts – Classification of inventory, Inventory control Methods -
Deterministic Inventory models- Data for Inventory Models - Quality Control: Control charts and
Acceptance sampling - Total Quality Management for quality - ISO Process and certification.
Scheduling models and applications: Scheduling in MRP system, Sequencing rules and applications,
Batch production sequencing and scheduling - Capacity and aggregate planning - Capacity
measurement, Long-term and short term strategies, Aggregate planning.
SUPPLY CHAIN MANAGEMENT
Introduction - Role of Supply Chain management within organizations - Supply chain in domestic and
global environment - Benefits - Value chain in selling and procurement - Value of information and supply
chain integration: Bullwhip effect, Push-based, pull based systems - Improving supply chain forecasting
- Purchase and supply chain - Financial Issues- Information systems –Customer services - Barriers of
overall Supply Chains - Coordination within a Supply Chain - Planning for supply and demand within a
Supply Chain - Demand Management - Reverse Supply Chains – Logistic management
REFERENCE:
S.N.Chary : Production and Operations Management, Tata McGraw Hill
R. Panneer Selvam: Production and Operations Management, Prentice Hall of India
K. Aswathappa K. Sriddhan Bhat: Production and Operations Management (Himalaya)
Sunil Chopra and Peter Meindl: Supply Chain Management (Pearson)
John T.Mentzer: Supply Chain Management (Reponse)
Arjan J.Van Wheeler: Purchasing and Supply chain Management (Thomson)
 Business Environment

Unit I
Meaning, Importance, Environmental Factors, Recent Political Environment, Recent Economic and
Financial Environment, Planning In India-Planning Commision-Liberalisation and Planning, Industrial
Policy: New trade policy-1991 onwards, Industrial Licensing in India
Unit II
Monetary And Fiscal Policy, Economic Trends, Price Policy, Stock Exchange Of India, Role of regulatory
institutions in Indian financial system – RBI and SEBI , National Income, Role of Industry in Economic
Development, Foreign Trade and Balance of Payment, Poverty in India, Unemployment in India, Inflation,
Human Development, Rural Development, Problems of Growth
Unit III
Direct & Indirect Taxes ,Goods and Services Tax,Competition Act 2002 & FEMA Acts ,Business Ethics,
Corporate Governance, Philosophy and strategy of planning in India.
Unit IV
Special Economic Zone (SEZ) and their role and impact in International Business Environment,World
Trade Organisation (WTO), Redefining Value Preposition to MSMEs
UNIT V
New Economic Policy, Globalization, EXIM policy and role of EXIM bank, FDI policy, Multinational
Corporation (MNCs) and Transnational Corporations (TNCs), Global Competitiveness, technology and
competitive advantage, technology transfer - importance and types, Appropriate technology and
technology adaptation
References:
Shaikh & Saleem - Business Environment (Pearson, 2nd Edition)
Francis Cherunilam – Business Environment, Text and Cases (Himalaya Publishing House, 8th Edition).
Mittal - Business Environment (Excel Books).
V. Neelamegam – Business Envirnoment (Vrinda Publications , 2ndEdition)
Fernando-Business Environment (Prentice hall)
Mishra S K & Puri V K - Economic Environment of Business (Himalaya Publishing House, 3rd Edition).
Paul Justin - Business Environment Text and Cases (Tata Mc Graw Hill).
 Research Methodology

I. INTRODUCTION
Business Research – Definition and Significance – the research process – Types of Research –
Exploratory and causal Research – Theoretical and empirical Research – Cross –Sectional and time –
series Research – Research questions / Problems – Research objectives – Research hypotheses –
characteristics – Research in an evolutionary perspective – the role of theory in research.
II. RESEARCH DESIGN AND MEASUREMENT
Research design – Definition – types of research design – exploratory and causal research design –
Descriptive and experimental design – different types of experimental design – Validity of findings –
internal and external validity – Variables in Research – Measurement and scaling – Different scales –
Construction of instrument – Validity and Reliability of instrument.
III. DATA COLLECTION
Types of data – Primary Vs Secondary data – Methods of primary data collection – Survey Vs
Observation – Experiments – Construction of questionaire and instrument – Validation of questionnaire
– Sampling plan – Sample size – determinants optimal sample size – sampling techniques – Probability
Vs Non–probability sampling methods.
IV. DATA PREPARATION AND ANALYSIS (PRACTICALS)
Data Preparation – editing – Coding –Data entry – Validity of data – Qualitative Vs Quantitative data
analyses – Bivariate and Multivariate statistical techniques – Factor analysis – Discriminant analysis –
cluster analysis – multiple regression and correlation – multidimensional scaling – Application of
statistical software for data analysis.
V. REPORT DESIGN, WRITING AND ETHICS IN BUSINESS RESEARCH (PRACTICALS)
Research report – Different types – Contents of report – need of executive summary –
chapterization – contents of chapter – report writing – the role of audience readability – comprehension
– tone – final proof – report format – title of the report – ethics in research – ethical behaviour of research
– subjectivity and objectivity in research.
TEXT BOOKS
1. Donald R. Cooper and Pamela S. Schindler, Business Research methods ,9th Edition, Tata McGraw
Hill, 2006.
2. Alan Bryman and Emma Bell, Business Research methods, Oxford University Press, New Delhi, 2008.
3. Uma Sekaran, Research methods for Business, Wiley India, New Delhi, 2006.
4. K. N. Krishnaswamy, AppaIyerSivakumar and M. Mathirajan, Management Research Methodology,
Pearson Education, New Delhi, 2006.
 Business English Communication - II

Unit I
Question Tags
Word Families - Possibilities
Conjunctions and Connecting words
Transition Words
Commonly confused words

Unit II
How to elaborate a given topic?
Speaking and Writing Activities
Relative Clauses

Unit III
Resume Writing
Email Writing
Story Writing
Essay Writing

Unit IV
Extemporaneous Speech, Group Discussion
SEMESTER -III
 Innovation Management

Technology Management : Understanding Technology and its Relationship with Wealth

of Nations and Firms Specific Knowledge; Technology Life Cycles, Technology
Acquisition and Absorption; Technology Exports / Joint venture Abroad. Technological
Forecasting and Perspective Planning in Business Enterprises. Global Trends in Technology
Management.
Change Management: Understanding the Nature, Importance, Forces, Types of
Change; Diagnosing Organizational Capability to Change -strategy, Structure, Systems
and People; Personal Imperatives for Change, Building Culture for Change. Change
Imperatives of New Technologies. Managing Transformations.
Innovations Management: Invention vs. Innovation; Innovation Strategies, Models;
Concurrent Engineering; Process Innovation. Economics of Innovation. Innovation
Management.
Creative and Lateral Thinking Management: Creative Thinking, Problem Solving, Managing
Lateral Thinking.
References:
Azad, R. R.(2000). Technology Transfer & Joint Ventures Abroad. Deep & Deep
Publications,India.
Tushman, M.L. & Lawrence, P.R. (1997). Managing Strategic Innovation & Change.
Oxford University Press, USA, New York.
Jones T. (2003). Innovating at the Edge: How Organizations Evolve and Embed
Innovation Capability. Butterwork Heinemann, U. K.
 International Business Management
UNIT – I
International Business –Definition – Internationalizing business-Advantages –factors causing
globalization of business- international business environment – country attractiveness –Political,
economic and cultural environment.- theories of international trade.

UNIT - II
Role of UN, World Bank, IMF. International Labour Organisaion (ILO), UNCTAD, WIPO, Asian
Development Bank. Tthe role of GATT/WTO – Challenges for global business –– Need for global
competitiveness – Regional trade blocks - RTBs across the globe.

UNIT -III
Strategic options – Global portfolio management- global entry strategy – different forms of international
business – advantages organizational issues of international business – organizational structures –
controlling of international business – approaches to control.

UNIT -IV
Global production –Location –scale of operations- cost of production – Make or Buy decisions – global
supply chain issues – Quality considerations- Globalization of markets, marketing strategy – Challenges
in product development , pricing, production and channel management- Investment decisions –
economic- Political risk – sources of fund- exchange –rate risk and management – strategic orientation
– selection of expatriare managers- Training and development – compensation.

UNIT - V
Disadvantages of international business – Conflict in international business- Sources and types of
conflict – Conflict resolutions – Negotiation – the role of international agencies –Ethical issues in
international business – Ethical decision-making.

Text Books
Charles W.I. Hill and Arun Kumar Jain, International Business, 6th edition, Tata Mc Graw Hill, 2009.
John D. Daniels and Lee H. Radebaugh, International Business, Pearson Education Asia, New Delhi, 2000.
K. Aswathappa, International Business, Tata Mc Graw Hill, 2008.
Michael R. Czinkota, Ilkka A. Ronkainen and Michael H. Moffet, International Business, Thomson, Bangalore,
2005.
Aravind V. Phatak, Rabi S. Bhagat and Roger J. Kashlak, International Management, Tata Mc Graw Hill, 2006.
Oded Shenkar and Yaong Luo, International Business, John Wiley Inc, Noida, 2004.
 Strategic Management
Unit I:
The Nature and Value of Strategic Management – The Strategic Management Process –
Components of Strategic Management Model
Unit II:
Defining the Company Mission – Assessing the External Environment – Remote and Industry
Environment – Industry Analysis – How Competitive Forces Shape Strategy – The Company Profile :
Internal Analysis of the Firm
Unit III:
Strategic Analysis and Choice – BCG, GE, SWOT Analysis – Mc Kinsey's 7s frame work.
Unit IV:
Operationalising the Strategy through Short term Objectives. Functional Tactics, Reward System and
Employee Empowerment – Institutionalizing the Strategy: Structure – Leadership – Culture
Unit V:
Guiding and Evaluating the Strategy – Corporate Governance – Corporate Social Responsibility –
Management of Change
References
Strategic Management and Business Policy-Azhar Kazmi
 Portfolio Management
Unit-I
Avenues of Investments: Equity shares, Debt Securities, Money Markets instruments, Precious
stones, metals and Mutual Funds, Introduction to Financial Markets, Capital Market, Money Market,
and Derivatives Market.-Valuation of Debt securities: General valuation frame work – Yield to
maturity – Valuation of Equities shares.

Unit-II
Portfolio Management: Process of portfolio Management, Portfolio Analysis, and Portfolio risk and
return measurement, Diversification of risk. Portfolio Selection: Feasible set of portfolios – Efficient
frontier – selection of optimal portfolio under Markowitz model - Sharpe single index model-
Performance of Evaluation of Portfolio: Need for evaluation-Methods for evaluation: Sharpe's,
Treyner's and Jensen's measures of portfolio performance.

UNIT-III
Fundamental Analysis – Economic Analysis, Industry Analysis and Company Analysis - Technical
analysis-: The basic assumption -Strengths and weakness of technical analysis
Importance of technical analysis -Weaknesses of technical analysis

UNIT-IV
CANDLE CHARTS-Charts, Candlestick analysis, One candle patter, Two candle pattern, Three candle
pattern.

UNIT –V
PATTERN STUDY-What are Support and Resistance lines Support, Head and shoulders, Double top
and Double Bottom, – Moving Averages

UNIT-VI
Behavioural Finance – Random Walk Theory – Filter Tests - Efficient Market Hypothesis

References:
Sudhindra Bhat: Security Analysis and Portfolio Management.
Prasanna Chandra: Investment Management.
 Financial Statement Analysis
Unit One: Financial Statements and Valuation
Introduction to Investing and Valuation- Introduction to the Financial Statements - How Financial
Statements Are Used in Valuation-Cash Accounting, Accrual Accounting, and Discounted Cash Flow
Valuation-Accrual Accounting and Valuation: Pricing Book Values-Accrual Accounting and Valuation:
Pricing Earnings

Unit Two: The Analysis of Financial Statement

Business Activities and Financial Statements- The Analysis of the Statement of Shareholders-
Equity-The Analysis of the Balance Sheet and Income Statement
The Analysis of the Cash Flow Statement-The Analysis of Profitability
The Analysis of Growth and Sustainable Earnings

Unit Three: Forecasting and Valuation Analysis

The Value of Operations and the Evaluation of Enterprise Price-to- Book Ratios and Price-Earnings
Ratios-Simple Forecasting and Simple Valuation
Full-Information Forecasting, Valuation, and Business Strategy Analysis

Unit Four: Accounting Analysis and Valuation

Creating Accounting Value and Economic Value -Analysis of the Quality of Financial Statements

Unit Five: The Analysis of Risk

The Analysis of Equity Risk and the Cost of Capital-The Analysis of Credit Risk

Appendix A Summary of Formulas

References: Financial Statement Analysis by Stephen H Penman (Mcgraw Hill)
 Retail Marketing
Unit 1
Overview of Retailing Management: Introduction to retailing, Retail industry of India- Prospective
analysis, Strategic Planning in Retailing, Retail management process, Types of Retail Outlets, Market
structure and control; Planning and development.
Unit 2
Retail institutions by store-based strategy mix; Web, non store-based, other forms of traditional and
nontraditional retailing; Identifying and Understanding Consumers, Targeting customers and
gathering information; Communicating with customers; Advertisement and Sales Promotion for
retailing
Unit 3
Managing Retail Business: Choosing a store location: Trading-area analysis; Site selection; Store
design and layout, Space Management, Display. Retail organization and HRM; sales force
management; Retail Branding,
Unit 4
Delivering the Product: Operations management: financial and operations dimensions; Retail
Information Systems; Merchandise management and pricing: Merchandise plan, Merchandise
buying and handling, Introduction to International retailing.
Text Books:
1. Berman B and Evans J R, Retail Management, Pearson Education, 2002.
2. Michael Levy M and Weitz B W, Retailing Management, Tata McGraw-Hill, 2004.
Reference Books:
1. Newman A J and Cullen P, Retailing: Environment and Operations, Vikas Publication, 2002.
2. Varley R and Rafiq M, Principles of Retail Management, Palgrave, 2004.
3. Lamba, The Art of Retailing, Tata McGraw-Hill, 2001.
 Rural Marketing
UNIT – I
Rural marketing management perspectives, challenges to Indian marketer. Rural – urban
disparities, policy interventions required rural face to reforms, towards cyber India.
UNIT – II
Rural marketing – concept, scope, nature, taxanomy attractiveness. Urban vs. rural marketing.
Rural consumer behaviour – buyer characteristics, decision process, and behaviour patterns,
evaluation procedure, brand loyality, innovation adoption.
UNIT – III
Information system for rural marketing – concepts, significance, internal reporting system,
marketing research system, decision support system.
Selecting and attracting markets – concepts and process, segmentation, degrees, bases, and
guides to effective segmentation, targeting and positioning.
UNIT – IV
Product strategy for rural markets. Concept and significance. Product mix and product item
decisions. Competitive product strategies.
Pricing strategy in rural marketing: Concept, Significance, Objectives, Policy and strategy.
UNIT – V
Promotion towards rural audience, exploring media, profiling target audience, designing right
promotion strategy and campaigns.
Rural distribution – channels, old setup, new players, new approaches, coverage strategy. Case
studies.
References.
C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan, “Rural Marketing” – Text and Cases, Pearson
education.
C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan, “Cases in rural marketing an integrated
approach”. Pearson education.
Robert Chambers, “Rural Development: Putting the last first”, Pearson education.
 Advanced Manpower Planning

Unit 1:
Objectives (Micro and Macro Levels), Benefits, Advantages, Limitations and Problems
Unit 2:
HR Planning Linkage of HR Planning with Other HR Functions Influencing Factors in Manpower
Planning
Unit 3:
Manpower Planning: Tools, Methods and Techniques, Job Analysis, Job Description, Job
Specification, Skills Analysis/Skill Inventory, Performance Appraisal, Manpower Inventory,
Quantitative Aspects, Qualitative Aspects, Methodology, Computerized Manpower Planning
Information System, Use and Applicability of Statistical and Mathematical Models in Manpower
Planning, Cohort Analysis, Census Analysis, Markov Models
Unit 4: Organization as a Matrix of Jobs, Organisation Structuring, Traditional Concepts, Recent
Trends, Role Clarity Job Enrichment/Job Enlargement
Unit 5: Career Planning/Succession Planning, Improving Manpower Utilisation and Manpower
Control (Number Quality and Cost), Manpower Planning Techniques and Formulation of Manpower
for Running Enterprises with No Major Expansion Plans, A Running Enterprise with Major Plans for
Expansion, Modernisation, Diversification etc.
A New Enterprise about to be set up
Unit 6: National (Macro Level) Manpower Planning, Various Approaches, Progress in India and
Abroad, Recent Trends in HR Planning,
Suggested Readings:
Human Resource Planning-Dipak Kumar Bhattacharya
Human Resource Management-Gary Dessler
Fundamentals of Human Resource Management-David A.De Cenze and Stephen.P.Robbins
 Recruitment and Selection

UNIT 1:
Introduction to recruitment and selection: Manpower requirements of an organisation:
demand and supply, attrition, deployment and redeployment, person-job fit, person-
organisation fit, job analysis: concept and methods
UNIT 2:
Job description, Writing Job Description, job specification, position profile. Recruitment:
factors affecting recruitment, sources of recruitment, methods of recruitment, attracting
applicants, effective advertising: designing and placing advertisement, legal issues in
recruitment
UNIT 3:
Recent Trends, equal employment opportunities, e-recruitment: types, levels, values and
problems, global headhunting process, sourcing recruitment process, problems recruiters
face. Social Recruiting, Job Bords
UNIT 4:
Selection and placement process: selection techniques, screening resumes: application
forms, weighted application blanks, interview as a selection tool: types of interviews,
preparation, structuring, barriers in interviews, reference check: methods of reference check
and sources of data. Employment
UNIT 5:
Test: Tests as a selection tool, steps in developing the tests, measurements, reliability and
validity of tests, individual differences, concept of personality trait assessment, test of
Intelligence, test of mental ability, test of mechanical ability, psychological tests,
evaluating the effectiveness of recruitment and selection process.
Case Study: Compulsory, Relevant Cases have to be discussed.
Suggested Books:
Human Resource Selection - Robert D Gatewood, Hubert S Field, Murray R Barrick; Cengage
Learning.
Psychological Testing - Robert M Kaplan, Dennis P Saccuzzo; Thomson.
Psychological Testing - Theresa J B Kline, Vistaar Publications.
V.S.P. Rao, Human Resource Management, Excel Books
Aswathapa, Human Resource & Personnel Management, TMH
Garry Dessler, Human Resource Management, Pearson / PHI
W.F.Cascio, Managing Human Resources, TMH
Mathies and Jackson, Human Resource Management, Thomson
SEMESTER -IV
 Entreprenuership

Unit I: The Entrepreneurial Development Perspective

1. Concepts of Entrepreneurship Development, 2. Evolution of the concept of Entrepreneur
3. Entrepreneur Vs. Intrapreneur, Entrepreneur Vs. Entrepreneurship, Entrepreneur Vs. Manager
4. Attributes and Characteristics of a successful Entrepreneur
5. Role of Entrepreneur in Indian economy and developing economies with reference to Self-
Employment Development, 6. Entrepreneurial Culture

Unit II: Creating Entrepreneurial Venture

1. Business Planning Process, 2. Environmental Analysis - Search and Scanning
3. Identifying problems and opportunities, 4. Defining Business Idea
5. Basic Government Procedures to be complied with

Unit III: Project Management

1. Technical, Financial, Marketing, Personnel and Management Feasibility
2. Estimating and Financing funds requirement - Schemes offered by various commercial banks
and financial institutions like IDBI, ICICI, SIDBI, SFCs
3. Venture Capital Funding

Unit IV: Entrepreneurship Development and Government

1. Role of Central Government and State Government in promoting Entrepreneurship -
Introduction to various incentives, subsidies and grants - Export Oriented Units - Fiscal and Tax
concessions available
2. Role of following agencies in the Entrepreneurship Development - District Industries Centers
(DIC), Small Industries Service Institute (SISI), Entrepreneurship Development Institute of India
(EDII), National Institute of Entrepreneurship & Small Business Development (NIESBUD),
National Entrepreneurship Development Board (NEDB)
Unit V: Why do Entrepreneurs fail - The FOUR Entrepreneurial Pitfalls (Peter Drucker)-
Women Entrepreneurs-Reasons for Low / No Women Entrepreneurs- Role, Problems and
Prospects

Unit VI: Case studies of Successful Entrepreneurial Ventures, Failed Entrepreneurial Ventures
and Turnaround Ventures
Field Study Seminar: Building Green Businesses
Field Study Seminar: Innovating in Health Care

Books Recommended
Entrepreneurship: New Venture Creation - David H. Holt
Entrepreneurship - Hisrich Peters
The Culture of Entrepreneurship - Brigitte Berger
Project Management - K. Nagarajan
Dynamics of Entrepreneurship Development - Vasant Desai
Entrepreneurship Development - Dr. P.C.Shejwalkar
Thought Leaders - Shrinivas Pandit
Entrepreneurship, 3rd Ed. - Steven Brandt
Business Gurus Speak - S.N.Chary
The Entrepreneurial Connection - Gurmit Narula
 Financial Derivatives

Unit 1
An Overview of Financial Derivatives – Types of trades and trader – Types of Derivatives – Uses
of Derivatives
Unit 2
Options – Basic principles – Option Strategies – Option Spreads.
Unit 3
Option Pricing: Black – Scholars option pricing model – Binomial option pricing model – option
Greeks.
Unit 4
Forwards and Futures – Futures Exchanges – Market participants – Clearing house and margins
– Futures Pricing – Stock Index Futures.
Unit 5
Financial Swaps: Interest rate swaps – Currency swaps – Swap Pricing.
References:
1.David A. Dufofsky and Thomas W. Miller: Derivatives (Oxford).
2. John Hull: Options Futures and Other Derivatives (Pearson).
3. N DVohra and B R Bagri: Futures and Options (McGraw Hill).
4. Robert A Strong: Derivatives (Cengage).
5. Don M. Chance and Robert Brooks: Derivatives and Risk Management Basics (Cengage).
6. Jayanth Rama Varma: Derivatives and Risk Management (McGraw Hill).
 Consumer Behaviour

UNIT-I
Introduction to Consumer Behaviour – Consumer Behaviour study - significance - Models of
Consumer Behaviour.

UNIT-II
Individual and group determinants of Consumer Behaviour - Perception - Attitude - Learning -
personality - Motivation - Social class - Group dynamics - Reference Group.

UNIT-III
Consumer decision making process - Issues in Consumer decision making process -
Communication process - Consumer satisfaction -relationship marketing.

UNIT-IV
Applications-Consumerism - The Consumer Protection Act (1986) and Monopolies and
Restrictive Trade Practices Act (1969)

UNIT –V
Industrial Buyer behaviour – Buyer behaviour for services - Diffusion of innovations.

References:
Schiffman & Kanuk: Consumer Behaviour (Prentice Hall of India)
Blackwell, Miniard & Engel: Consumer Behaviour (Thomson)
Ramesh Kumar: Consumer Behaviour (Pearson Education)
 Labour Legislation

Unit–I
Emergence and Objectives of Labour Laws – The Socio–Economic Environment – Industrial
Relations Laws – Industrial Dispute Act 1947, Indian Trade Unions Act 1926, Employees Standing
Orders Act 1946.

Unit–II
Social Security Laws – Workers Compensation Act 1923, Employees State Insurance Act,
Employee Provident Fund Act 1952, Payment of Gratuity Act 1972, Maternity Benefit Act 1961.

Unit –III
Wage and Bonus Laws – The Law of Minimum Wages Act 1948, The Payment of Wages 1936,
Payment of Bonus Act 1965.

Unit –IV
Laws Relating to Working Conditions – Factories Act 1948, AP Shops and Establishment Act,
Apprentice Act 1961. AP Festival and National Holidays Act.

References:
Malik P.L : Hand Book of Industrial Law (Eastern )
Srivastava, S.C : Industrial Relations and Labour Laws (Vikas )
Ghiaya, B.R : Law and Procedure of Departmental Enquiry in Private Sector (Eastern Law)
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