Syllabus - Mba

Master of Business Administrator
(Entrepreneurship & Leadership)
Programme Code: MEL
Duration – 2 Years Full Time
Programme Structure
and
Curriculum & Scheme of Examination
2008
AMITY UNIVERSITY UTTAR PRADESH

GAUTAM BUDDHA NAGAR
PREAMBLE
Amity University aims to achieve academic excellence by providing multi-faceted education

to students and encourage them to reach the pinnacle of success. The University has designed
a system that would provide rigorous academic programme with necessary skills to enable
them to excel in their careers.
This booklet contains the Programme Structure, the Detailed Curriculum and the Scheme of
Examination. The Programme Structure includes the courses (Core & Elective), arranged
semester wise. The importance of each course is defined in terms of credits attached to it. The
credit units attached to each course has been further defined in terms of contact hours i.e.
lecture Hours (L), Tutorial Hours (T), Practical Hours (P). Towards earning credits in terms
of contact hours, 1 Lecture and 1 Tutorial per week are rated as 1 credit each and 2 Practical
hours per week are rated as 1 credit. Thus, for example, an L-T-P structure of 3-0-0 will have
3 credits, 3-1-0 will have 4 credits, and 3-1-2 will have 5 credits.
The Curriculum & Scheme of Examination of each course includes the course objectives,
course contents, scheme of examination and the list of text & references. The scheme of
examination defines the various components of evaluation and the weightage attached to each
component. The different codes used for the components of evaluation and the weightage
attached to them are:
Components Codes Weightage (%)

Case Discussion/ Presentation/ Analysis C 10 - 15
Home Assignment H 5 - 10
Project P 10 - 15
Seminar S 5 - 10
Viva V 5 - 10
Quiz Q 5 - 10
Class Test CT 20
Term Paper TP 10 - 15
End Semester Examination EE 60
It is hoped that it will help the students study in a planned and a structured manner and
promote effective learning. Wishing you an intellectually stimulating stay at Amity
University.
July 2008
PROGRAMME STRUCTURE
FIRST SEMESTER
Course Code Course Title Lectures Tutorial (T) Practical Total Page
(L) Hours Hours Per (P) Hours Credits No.
Per Week Week Per Week
MELEL 10101 Entrepreneurial Process & Behavior 3 1 - 4
MELEN 10101 Economic Analysis 3 1 - 4
MELFN 10101 Accounting for Management 3 1 - 4
MELOM 10101 Quantitative Methods in Management 3 - - 3
MELCS 10101 Computer Applications 2 - 2 3
MELMK 10101 Marketing Management 3 - - 3
MELEL 10102 Evolution of Global Business – An 2 - - 2
Entrepreneurial Perspective
MELEL 10103 Evaluating Ventures Opportunities & 2 - - 2
Developing Business Model
MELBS 10101 Business Communication – I 1 - - 1
MELBS 10102 Behavioural Science – I 1 - - 1
Foreign Business Language – I 2 - - 2
MELFR 10101 French
MELGR 10101 German
MELSH 10101 Spanish
MELJP 10101 Japanese
MELCE 10101 Chinese
TOTAL 0
SECOND SEMESTER
MELLW 10201 Business Environment & Law 3 1 - 4
MELMK 10201 Market Research & Report Preparation 3 - 2 4
MELFN 10201 Financial Management 3 1 - 4
MELOM 10201 Processes and Operations Management 2 1 - 3
MELEL 10201 Innovation & Business Growth 2 - 2 3
MELEL 10202 Creating & Leading Entrepreneurial 3 - - 3
Organization
MELFN 10202 Financing New Ventures & Businesses 2 - - 2
MELEL 10203 Mentored Study in Entrepreneurship 1 - 2 2
(MSIE) – I
MELBS 10201 Business Communication – II 1 - - 1
MELBS 10202 Behavioural Science – II 1 - - 1
Foreign Language – II 2 - - 2
MELFR 10201 French
MELGR 10201 German
MELSH 10201 Spanish
MELCE 10201 Chinese
TOTAL 0
SUMMER INTERNSHIP (8-10 WEEKS)

THIRD SEMESTER
MELGM 20301 Strategic Management 3 1 - 4
MELEL 20301 MSIE - 2 (Emerging Business Sectors 1 - 2 2
and New Technologies)
MELHR 20301 Building High Performance Organization 1 - 2 2
Culture
MELSI 20350 Summer Internship (Evaluation) - - - 9
MELBS 20301 Business Communication – III 1 - - 1
MELBS 20302 Behavioural Science – III 1 - - 1
Foreign Language – III 2 - - 2
MELFR 20301 French
MELGR 20301 German
MELSH 20301 Spanish
MELCE 20301 Chinese
Specialization Courses (Select any three courses from one stream and any two from another from the following
three Groups A, B and C)* - Total 15 credit units
Group A : Managing New Ventures and Family Business
MELEL 20302 Startup Ventures & Small Business 3 - - 3
Management Strategies
MELEL 20303 Family Enterprises: Issues & Solutions 3 - - 3
MELEL 20304 Managing Enterprise Growth & 3 - - 3
Successful Exit
MELEL 20305 Corporate Crises and Restructuring 3 - - 3
Group B: Sales & Marketing
MELMK 20301 Consumer Behaviour & Entrepreneurial 3 - - 3
Marketing
MELMK 20302 Product & Brand Management 3 - - 3
MELMK 20303 Sales & Distribution Management 3 - - 3
MELMK 20304 Services Marketing 3 - - 3
Group C: Production & Operation Management
MELOM 20301 Manufacturing Planning & Control 3 - - 3
MELOM 20302 Strategic Quality Management 3 - - 3
MELOM 20303 Technology Management & Intelligent 3 - - 3
Systems
MELOM 20304 Project Management 3 - - 3
TOTAL 36
* As an alternative to any of the elective course, students may opt for one of the courses of BSI or EMC2
The students will be required to pay an additional (nominal) fees for the BSI courses. Students can also
take these courses as additional courses and in such a case they will be treated as non-credit courses.
FOURTH SEMESTER
MELGM 20401 Management in Action – Social, 3 1 - 4
Economic & Ethical Issues
MELEL 20401 Managing Corporate Intrapreneurship 2 - - 2
MELDI 20460 Dissertation - - - 9
MELBS 20401 Business Communication IV 1 - - 1
MELBS 20402 Behavioural Science – IV 1 - - 1
Foreign Language – IV 2 - - 2
MELFR 20401 French
MELGR 20401 German
MELSH 20401 Spanish
MELCE 20401 Chinese
Specialization Courses (Select three courses from one and two courses from another out of the following three
Groups A, B and C)*
Group A: Managing New Ventures and Family Business
MELEL 20402 Managerial Strategic Relationship 3 - - 3
MELEL 20403 Leading Change in Closely-Held Family 3 - - 3
Companies
MELEL 20404 Managing a Growing Business 3 - - 3
MELEL 20405 Corporate Culture & Intrapreneurship 3 - - 3
MELEL 20406 Entrepreneurial Management in 3 - - 3
Turnaround Environment
Group B: Sales and Marketing
MELMK 20401 Customer Relationship Management 3 - - 3
MELMK 20402 Advertising & Sales Promotion 3 - - 3
MELMK 20403 Social & Rural Marketing 3 - - 3
MELMK 20404 Negotiations & Business Growth 3 - - 3
MELMK 20405 Business to Business Marketing 3 - - 3
Group C: Production & Operation Management
MELOM 20401 Supply Chain Management & Logistics 3 - - 3
MELOM 20402 Service Operations Management 3 - - 3
MELOM 20403 Operations Management & Strategy 3 - - 3
MELOM 20404 Process Analysis, Application and 3 - - 3
Improvement
MELOM 20405 World Class Manufacturing System 3 - - 3
TOTAL 34
* As an alternative to any of the elective course, students may opt for one of the courses of BSI or EMC2
The students will be required to pay an additional (nominal) fees for t he BSI courses. Students can also
take these courses as additional courses and in such a case they will be treated as non-credit courses.
Curriculum & Scheme of Examination
ENTREPRENEURIAL PROCESS AND BEHAVIOUR
Course Code: MELEL 10101 Credit Units: 04
Course Objective:
 Entrepreneurship is the first course in a specifically designed graduate curriculum geared towards potential
entrepreneurs. This course seeks the following objectives:
 Overall development of student’s appreciation and respect for the problems - foreseeable and unforeseeable
- that face the potential entrepreneur. This understanding promotes the chances of entrepreneurial success
through a disintegration of entrepreneurial failure and development of an "Entrepreneurial Perspective."

 To develop an understanding of the roles of the entrepreneur and intrapreneur together with an ability to
recognize the qualities required to perform these roles.

 To understand Organizational and Entrepreneurial behavior - how it differs from that of professional
management.
 To understand organizational and Entrepreneurial processes - the activities involved in taking ideas to the
commercial realization.

 To build on the knowledge gained in the course of organizational behavior and functional management by
extending the consideration of subject matter to the issue present in the creating of a new company or the
development of the existing one.

 To identify the attributes and attitudes of the entrepreneur.
 The use of case-study analysis for a thorough understanding in various aspects of Entrepreneurship theory.
Lectures to reinforce pertinent aspects reflected in chapter readings and cases.
 Group project to develop an appreciation for the special challenges in entrepreneurial companies that are
important for today's innovative climate.

 Course Contents:

Module I: The Entrepreneurial Psyche
Psychology of enterprise, The entrepreneurial urge, Concept of Entrepreneurship, Entrepreneur as an Individual,
Motivation, attitudes, attributes, skillsets, competencies, Optimization vs. managing, Types of Entrepreneurs.
Module II: Entrepreneurship Development

The Entrepreneurial Perspective: Understanding the Entrepreneurial Perspective in Individuals, Developing
Creativity and Understanding Innovation, Ethical and Social Responsibility Challenges for Entrepreneurs,
Intrapreneurship: Developing Entrepreneurship in the Corporation
Initiating Entrepreneurial Ventures: Assessment and Examination of Entrepreneurial Opportunities, Structuring
the New Business Venture,
Module III: Growth and Development of Entrepreneurial Ventures

Strategic Planning for Emerging Ventures, Managing Entrepreneurial Growth, Global Opportunities for
Entrepreneurs. Contemporary Challenges in Entrepreneurship and Continuous Challenges for Entrepreneurs,
Module IV: Individual & Groups

Learning, Perception, Personality, Conflict Management, Motivation and Job Performance, Group Processes,
Introduction to team, Leadership, Power and Politics
Module V: The Entrepreneurial Organization

Organizational Structure, Organizational Design & Organizational Culture
Module VI: Analysis of Entrepreneur and Entrepreneur Behavior

Profiling the entrepreneur/entrepreneur - traits, skills and activities analysis; Innovation and the entrepreneur /
intrapreneur. Risk and rewards to the entrepreneur; entrepreneurial stress and coping mechanisms,
Entrepreneurship models - aspiring entrepreneurs, opportunistic entrepreneurs, collaborative affiliation,
venture incubator.
Examination Scheme:
Components P-1 C-1 CT-1 EE

Weightage (%) 10 10 20 60
Text & References:

Text:
 Robert P. Hisrich & Michael P. Peters, Entrepreneurship, Tata McGraw Hill
 Udai Parikh, Understanding Org. Behavior, Oxford Press
References:
 Luthans, F. 1998, Organizational Behavior, McGraw – Hill International
 Greenberg, J. & Baron, R.A. 1993, Behaviors in Organizations, Allyn and Bacon, Boston.
 Mainiero, L. A. & Tromley, 1994, Developing Managerial Skills in Organizational Behavior, Exercises,
Cases and Readings, Prentice Hall International.
 Robbins, S.P. 1983, Organizational Theory: The structure and design of organizations, Prentice Hall
International
Journals Articles:
 Amabile, T, 1988, “Model of creativity and Innovation in Organizations”, in Staw, B & Cummings L (eds),
Research in Organizational Behavior, Vol.10, Jai Preee, Greenwich.
 Churchill, N & Lewis, V, “The five stages of Small Business Growth”, Harvard Business Review, May-
June, 1983
 Gnyawali D & Fogel D, 1984, “Environments for Entrepreneurship Development: Key Dimensions and
Research Implications” Entrepreneurship theory and Practice, Spring
ECONOMIC ANALYSIS
Course Code: MELEN 10101 Credit Units: 04
Course Objective:
To familiarize the students with theoretical concepts of modern Economic Analysis so that they can use these as
inputs in managerial decision making process. Emphasis would be laid on the understanding of key economic
variables both at micro and macro level which influence the business operations and strategies of the firm and
the business environment under which they operate.
Course Contents:
Module I: Nature and scope of economic analysis

Nature and scope of economic analysis: its relevance for a manager, Demand analysis: nature of demand for a
product- individual demand and market demand, demand by market segmentation. Demand function and
determinants of demand. Supply function: determinants of supply of a product, law of supply. Elasticity of
supply
Concept of elasticity of demand- income, cross, price and advertizing elasticity. Theorems on the price
elasticity of demand. Applications of the concept of price elasticity of demand in business decisions. Demand
forecasting-- need for forecasting and techniques of forecasting. Cost concepts: costs relevant for management
decision making. Economies of scale: internal and external. Cost function: cost and output relationship. Short
run and long run.
Production analysis: production function-- neo-classical, Cobb- Douglas, Leontief. Least cost combination of
inputs for a firm. Concept of an isoquant-- smooth curvature and right angle. Returns to scale and returns to a
factor.
Expansion path of a firm.
Module II: An Analysis of the Objectives of a Business Firm

Profit Maximization Model, Bumoul’s Sales Maximization Model, Marris’s Model Of ‘Managerial Enterprise'
Williamson’s Model Of 'Managerial Discretion, Pricing And Output Decisions – Perfectly Competitive And
Monopoly Markets Pricing And Output Decisions –Under Monopolistically Competitive Market-- Product
Differentiation; Price Discriminating Monopolist; Models Of Oligopolistic Market :Price Rigidity-- The Kinky
Demand Curve Model Interdependence-- The Cournot Model, Price Leadership Models, Cartels And Collusion,
Game Theory And Strategic Behavior
Module III: Macro Economics Principles - I

Economic Policy and Analysis: Macro Economic Variables and Functional Relationships. Business
Environment: An Exogenous Variable. Factors Influencing the Business Environment. National Income
Analysis: Concept of National Income and Wealth. National Income Aggregates. Approaches to National
Income Measurement. Models of Circular Flow of Money- Incorporating Savings, Investment, Foreign Trade
and Government Sector. Models of Income Determination: Keynesian Model and Neo-Classical Models.
Consumption Function, Saving Function and Investment Function. Concept of Investment Multiplier. Factors
Influencing Consumption Function- Objective, Subjective And Structural. Demand and Supply of Money:
Transaction, Precautionary and Speculative Demand for Money; Liquidity Preference Function; Components of
Money Supply. Business Cycles: An Analysis of the Fluctuations in the Level of Economic Activity. Phases of
Business Cycles.
Module IV: Macro Economics Principles - II

Inflation and Deflation: Demand - Pull and Cost -Push Inflation. Impact Of Inflation On Employment, Price
Level And Other Macro Economic Variables. Philips Curve. An Analysis Of Policies To Control Inflation.
Deflation. Monetary Policy: Objectives of Monetary Policy. Functions of Central Bank. Credit Policy and Its
Implications on the Corporate Sector. Money Market and Its Components. Capital Market and Its Functioning.
Fiscal Policy: Direct and Indirect Taxes. Concept of Deficit Financing. Central Budget. Foreign Exchange
Market: Functions. Exchange Rate Determination. Flexible and Fixed Rates of Exchange. Spot and Forward
Exchange Rates. Managed Float. Intervention by the RBI In The Forex Market.
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

Text:
 Gupta, G.S. 2006, Managerial Economics, 2nd Edition Tata McGraw Hill
 Peterson, H.C and Lewis, W.C. 2005, Managerial Economics, 4th Edition, Prentice Hall of India
References:
 R Ferguson, R., Ferguson, G.J and Rothschild, R.1993 Business Economics Macmillan.
 Varshney, R. Land Maheshwari, 1994 Managerial; Economics, S Chand and Co.
 Koutsoyiannis, A. Modern Economics, Third Edition.
 Chandra, P.2006, Project: Preparation Appraisal Selection Implementation and Review, 6th Edition, Tata
McGraw Hill.
 Goldfield, S.M and Chandler, L.V. The Economics of Money and Banking.
 Salvatore, D, International Economics, 9th Edition, John Wiley & Sons.
 Salvatore, D, Managerial Economics, 5 the edition, Thomson-South Western
ACCOUNTING FOR MANAGEMENT
Course Code: MELFN 10101 Credit Units: 04
Course Objective:
Participants in this course will develop the essential ability of all managers, to use complex accounting
information as a platform for decision-making. As the course unfolds, participants will build an increasingly
sophisticated level of understanding of the language of accounting and its key concepts. In addition the course
develops skills in interpreting earnings statements, balance sheets, and cash flow reports. This ability to analyze
financial statements will enable participants to deal more effectively with strategic options for their businesses
or business units.
Course Contents:
Module I: Accounting Basics
Introduction, Foundations, Accounting policies, Accounting and management control, Branches of accounting,
Recording of transactions and classification, Trial Balance & Errors, Cash book and Bank reconciliation
statement.
Module II: Final Accounts

Preparation, Adjustments, Analysis, Depreciation Accounting, Reserves & Provisions.
Module III: Financial Statement Analysis

Relation and Comparison of Accounting data and using financial statement information, Ratio Analysis, Fund
flow and Cash flow analysis. Determination of Existing and future capital requirement.
Module IV: Accounts for Companies

Shares & Share capital, Issue & forfeiture, Legal requirements & SEBI guidelines for IPO, Form and contents of
Financial statements with reference to Indian Companies Act.
Module V: Cost Accounting

Elements of cost, Cost Classification and Allocation, Cost sheet & Tenders, Methods of Inventory Valuation,
Marginal Costing & Management decision making.
Module VI: Common Issues and recent trends in Accounting

Accounting for Investments, Payroll Accounting, Inflation Accounting & Pricing decisions. Activity Based
Costing & responsibility Accounting.
Examination Scheme:
Components P1 C1 CT1 EE1

Weightage (%) 10 10 20 60
Text & References:

Text:
 Bhattacharya, S.K. and Dearden, J. 2006 - Accounting for Management, Vikas Publishing House
References:
 Narayanaswamy R,2005, 2nd Edition,Finanacial Accounting –A Managerial Perspective,PHI (Prentice Hall
of India.)
 Maheshwari S N and S K Maheshwari, 2006, Accounting for Management, Vikas Publishing House Pvt.
Ltd.
 Tulsian, P.C. 2006 - Financial Accounting, 2nd Ed, Tata McGraw Hill.
 Banerjee, A. 2005 - Financial Accounting, 2nd Ed, Excel Books.
 Ghosh,T.P, 2005, Fundamentals of Management Accounting, Excel Books
QUANTITATIVE METHODS IN MANAGEMENT
Course Code: MELOM 10101 Credit Units: 03
Course Objective:
The aim of this course is to develop the understanding of the various Statistical models and Optimization
Techniques used for decisions making in the functions of the management of any organization using
contemporary computer-based technology
Course Contents:
Module I: Introduction
Application of Statistics in Business & Management; Classification of Data; Diagrammatic & Graphical
Presentation of Data
Module II: Summary Statistics

Measures of Central Tendency; Measures of Dispersion
Module III: Forecasting Techniques

Correlation & Regression Analysis, Time Series Analysis
Module IV: Probability & Testing of Hypothesis

Introduction of Probability Theories, Concepts, Addition & Multiplication Theorems, Probability Distributions,
Sampling & Sampling Distribution, Null Hypothesis & Alternative Hypothesis, Z-test, t-test, F-test, Non-
parametric Tests (χ 2 Test)
Module V: Decision Theory

Introduction of Decision Theory, Decision Environments, Decision Making under Uncertainty- Maximax,
Maximin, Minimax, Regret & Laplace Criterion, Decision Making under Risk- EMV & EOL.
Module VI: Linear Programming

Introduction of Operations Research, Scope and Models in Operations Research, Introduction of Linear
Programming, Formulation of LPP, Solution of LPP- Graphical Method & Simplex Procedure, Duality.
Introduction of Transportation Problems, Procedure of finding optimal solution, Assignment Problem & its
solution.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Levin R.I. & Rubin S.R. 2005, Statistics for Management, 7th Ed. Prentice Hall Of India
 Taha H. A. 2007, Operations Research: An Introduction, 8th Ed. Prentice Hall of India
References:
 Gupta S.P.& Gupta M.P. 2006, Business Statistics, 10th Ed. Sultan Chand & Sons
 Kapoor V.K. 2006, Operations Research, 5th Ed. Sultan Chand & Sons
 Sharma J.K. 2006, Operations Research: Theory & Application, Mac Millan India Ltd.
 Gupta S.P., Statistical Techniques, Sultan Chand & Sons
 Grobner D.F. & Shannon P.W., Essential of Business Statistics: A Decision Making Approach, MacMillan
College Publishing Co.
COMPUTER APPLICATIONS
Course Code: MELCS 10101 Credit Units: 03
Course Objective:
The course will expose the students to the latest trends in computer and understand the concepts and working of
latest business application packages.
Course Contents:
Module I: Introduction to Computers
Computer fundamentals: History and development of computers, Computer architecture. Introduction to
hardware and software , Generations of software, Types of software, System Software (Operating Systems,
Computer Languages), Introduction to various application softwares
Module II: DBMS

Introduction to DBMS, Traditional file system, Benefits of DBMS over traditional file system, Types of DBMS
Advantages and disadvantages of each. MS ACCESS as tools for understanding of DBMS concepts
Module III: Management Information Systems

Introduction to Information Systems, Roles, scope and advantage of Transaction Processing Systems,
Management Information Systems, Decision Support Systems, Executive Support Systems. Success factors in
implementation of Information Systems,
Module IV: Computer Networks:

Introduction to networking, Components, Types of networking, Network , Advantages of Network
Environment, Introduction of Network operating system, Introduction to Internet, , Intranet and Extranet, Basis
concepts of Internet and IP Address, DNS, Protocols, Services of internet, Technology behind Internet,
Application of Internet, Introduction of Mobile Technologies

Module V: E-Commerce and IS Security
Introduction to E-Commerce and M-Commerce, Advantages and Disadvantages of each. Concept of B2B, B2C,
C2C etc. Concept of Internet Banking and Online Shopping.. The IS Security, Security Threats and remedies.
(Piracy, Hacking, Cracking, Spamming Etc.), Overview of Antivirus, Firewalls and Overview of IT-ACT 2000
Module VI: E-governance

E-governance as an effective tool to manage the country’s citizens and resources, Advantages and Disadvantage
of e-governance, History and Future of e-governance, e-governance perspective in India Advantages of E-
governance to a developing economy like India.

Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

Text:
 Peter Norton’s, Introduction to Computers, Tata McGraw-HILL
 Turbon, Potter, Introduction to Computers, John Wiley & Sons (Asia) Pte Ltd
References:
 Rajaraman, V. 1998, an Introduction to Computers, Prentice Hall of India.
 Nagpal, 1999, Computer fundamentals, Wheeler Publishing, New Delhi.
 Bhatnagar, S.C. and Ramani, K.V., Computers and Information Management.
 Hunt and Shelly. 1994, Computers and Commonsense, Prentice Hall of India.
 Manuals for Ms-Office, Excel, MS -Word, MS – Access, FoxPro
 Mansfield. 1994, Compact Guide to MS - Office, BPB Publications.
MARKETING MANAGEMENT
Course Code: MELMK 10101 Credit Units: 03
Course Objective:
The objective of this course is to introduce the basic concepts of marketing and to develop a feel of the
marketplace.
Course Contents:
Module I: Understanding Marketing Management
 The orientations towards market place, Relationship marketing, Social marketing, Strategic Planning.

Module II: Market research & environmental scanning
Research, Objectives, Primary and Secondary Research, Gathering and Analyzing Data
Module III: Understanding Consumer Behaviour

The factors influencing consumer behaviour. The stages in the buying process, the buying decision making
process, factors effecting the buying decision. The industrial buying process

Module IV: Segmentation,
Segmentation, targeting, positioning. Product life cycles, stages in lifecycle and factors affecting each stage,
Managing product life cycles.
Module V: Managing Competition

 Analysing Competition, reaction patterns of various market players

Module VI: Product Management
Classification of products, New Product development, stages of product development, Adoption process,
Product mix decisions and line management, Length, width and depth of a line, line analysis, and brand
management.
Module VII: Pricing Strategies

Setting the price, adapting the price, initiating and responding the price changes.

Module VIII: Designing& managing value networks & marketing channels.
 Channel functions and flows. Channel design decisions. Channel management decisions. Channel dynamics;
vertical horizontal and multi channel marketing systems. Conflict, cooperation and competition.

Module IX: Managing the Integrated Communication
Advertising, sales promotions, public relations, direct marketing.
Module X: Marketing implementation

Formulating the marketing plan.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Philip Kotler 13th Ed, Principles of Marketing, PHI publications
References:
 Rajan Saxena, latest edition, Marketing Management Tata McGrow Hill
 Ramaswamy, latest edition Ed, Marketing Management, Namakumari
EVOLUTION OF GLOBAL BUSINESS - AN
ENTREPRENEURIAL PERSPECTIVE
Course Objective:
The main objectives of this course are to:
 Understand what is meant by the term globalization. Introduce students to the process of globalization and
the implications of globalization for business firms, entrepreneurs and their managers
 Be familiar with the main causes of globalization.
 Explain how and why the world's countries differ
 Understand why globalization is now proceeding at a rapid rate. Present a review of the economies and
policies of global trade and investment
 Appreciate how changing international trade patterns, foreign direct investment flows, differences in
economic growth rates among countries, and the rise of new MNCs are all changing the nature of the world
economy and creating challenges for local companies and entrepreneurs.
 Examine the different strategies that businesses can adopt to compete in the global marketplace and enter
specific foreign markets
 Have a good grasp of the main arguments in the debate over the impact of globalization on job security,
income levels, labor, environmental policies, and national sovereignty.
 Appreciate that globalization is giving rise to numerous opportunities and challenges that entrepreneurs and
business managers must confront.
 Explore the role played by marketing, operations, and human resource management within an international
business
Course Contents:
Module I: Overview of Global Business
Globalization Issues/Forces the big picture. The importance of IB in the world economy
IB Theories: Evolution of global business Student submit a written proposal/outline for term paper
Global Activities of a Nation: Balance of Payments.
Term paper topic selection. CASE - I
Global Monetary and Financial System World Bank, IMF, BIS Foreign Exchange Markets: Size, patterns,
mechanics, and value
Module II
Economic & Financial Integration. NAFTA, EU, and Emerging Markets Issues. Different classification of the
World
National Trade & Investment Policies.
International Politics, Regulation, and Law Project II
The Cultural Challenge.
Module III
Global Business Operations and Management.
Global Business Strategy
Market Research/Market Entry Strategies
Global Marketing
Module IV
Global Marketing: Products, Services/Distribution.
Global Financial Management
Contemporary Issues/ Student presentations
Review/Student presentations
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Manab Adhikari, Global Business Management, Macmillan
References:
 Bartlett, C. A. & Ghoshall, S. (2004). Transnational Management: Text, Cases, and Readings in Cross-
Border management, 4th Edition. Boston: Irwin McGraw-Hill.
 Donald F. Kuratko and Richard M.Hodgetts (1998): Entrepreneurship: A Contemporary Approach, 4th ed.
by The Dryden Press (division of Harcourt Brace & Co.).
 Mintzberg, H., Lampel, J., Quinn, J.B., & Ghoshall, S. (2003). The Strategy Process: Concepts, Contexts,
Cases (Global 4th Edition). Upper Saddle River, NJ: Prentice-Hall.
Research articles from journals such as Entrepreneurship Theory & Practice, Strategic Management Journal,
Journal of Business Venturing, and Journal of Small Business Management will be examined. Research articles
from journals such as Entrepreneurship Theory & Practice, Strategic Management Journal, Journal of Business
Venturing, and Journal of Small Business Management will be examined.
EVALUATING VENTURES OPPORTUNITY AND DEVELOPING
BUSINESS MODEL
Course Objective:
 To develop an understanding of the principles behind new venture planning
 To become aware of and practice the skills required to develop a credible business plan.
 To encourage and enable students to take an integrative and holistic view of business processes.
 To develop the understanding how to evaluate the various opportunities for business
 To provide an opportunity for students to apply business planning theory to real life situations.
 To develop a business plan for the identified opportunity
 To create an opportunity where students can present their business plan to venture capitalist for
Examination
 To provide a supportive environment in which students can test out their own business ideas
Course Contents:
Module I: Initiating Entrepreneurial Ventures
Identifying the Business opportunities
Assessment and Examination of Entrepreneurial Opportunities
Structuring the New Business Venture
Legal Issues Related to Emerging Ventures
Module II: Developing the Entrepreneurial Plan

Environmental Assessment: Preparations for a New Venture
Marketing Research for New Ventures
Financial Preparation for Entrepreneurial Ventures
Developing an Effective Business Plan
Module III: Financing new venture

Sources of Capital Formation for Entrepreneurs
Presenting the Business plan to Venture Capitalist
Assessment of Business plan by Venture capitalist and other funding agencies
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Timmons, J. (1999): New Venture Creation (5th edn.), McGraw-Hill
References:
 Blackwell, E. (1998): How to Prepare a Business Plan, (3rd edn.), Kogan Page
 Stutely, R. (2002): The Definitive Business Plan, (2nd edn.), FT Prentice Hall
 West, A (1998): A Business Plan (3rd edn.), Financial Times Management Practical guides to new venture
planning
BUSINESS COMMUNICATION - I
Course Code: MELBS 10101 Credit Units: 01
Course Objective:
One cannot‘not communicate’. This course is designed to facilitate our young Amitians to communicate
effectively by emphasizing on practical communication through refurbishing their existing language skills and
also to bring one and all to a common take-of level.
Course Contents:
Module I: Fundamentals of communication
Relevance of communication
Effective communication
Models of communication
Effective use of language
Module II: Tools of communication

Proficiency in English – The international
Language of business
Building vocabulary
(Denotative & connotative)
Extensive vocabulary drills
(Synonyms / Antonyms / Homonyms)
One Word substitution
Idioms & phrases
Mechanics and Semantics of sentences
Writing sentences that really communicate
(Brevity, Clarity, and Simplicity)
Improving the tone and style of sentences
Module III: Barriers to Effective use of language

Avoiding clichés
Removing redundancies
Getting rid of ambiguity
Euphemism
Jargons
Code switching
Note: 2 tests of 20 marks of one hour duration each will be conducted over and above the teaching hours. They
will have to be programmed accordingly.
Text & References:
 Working in English, Jones, Cambridge

 Business Communication, Raman –Prakash, Oxford
 Echoes: Jha Madhulika: Orient Longman
 Practical English Usage, Swan M , Cambridge
BEHAVIOURAL SCIENCE - I
(SELF-DEVELOPMENT AND INTERPERSONAL SKILLS)
Course Objective:
This course aims at imparting an understanding of:
Self and the process of self exploration
Learning strategies for development of a healthy self esteem
Importance of attitudes and their effect on work behaviour
Effective management of emotions and building interpersonal competence.
Course Contents:
Module I: Understanding Self
Formation of self concept
Dimension of Self
Components of self
Self Competency
Module II: Self-Esteem: Sense of Worth

Meaning and Nature of Self Esteem
Characteristics of High and Low Self Esteem
Importance & need of Self Esteem
Self esteem at work
Steps to enhance Self Esteem
Module III: Emotional Intelligence: Brain Power

Introduction to EI
Difference between IQ, EQ and SQ
Relevance of EI at workplace
Self assessment, analysis and action plan
Module IV: Managing Emotions and Building Interpersonal Competence

Need and importance of Emotions
Healthy and Unhealthy expression of emotions
Anger: Conceptualization and Cycle
Developing emotional and interpersonal competence
Self assessment, analysis and action plan
Module V: Leading Through Positive Attitude

Understanding Attitudes
Formation of Attitudes
Types of Attitudes
Effects of Attitude on
Behavior
Perception
Motivation
Stress
Adjustment
Time Management
Effective Performance
Building Positive Attitude
Module VI: End-of-Semester Appraisal

Viva based on personal journal
Assessment of Behavioral change as a result of training
Exit Level Rating by Self and Observer
Text & References:
 Towers, Marc: Self Esteem, 1st Edition 1997, American Media

 Pedler Mike, Burgoyne John, Boydell Tom, A Manager’s Guide to Self-Development: Second edition,
McGraw-Hill Book company.
 Covey, R. Stephen: Seven habits of Highly Effective People, 1992 Edition, Simon & Schuster Ltd.,
 Khera Shiv: You Can Win, 1st Edition, 1999, Macmillan
 Gegax Tom, Winning in the Game of Life: 1st Edition, Harmony Books
 Chatterjee Debashish, Leading Consciously: 1998 1st Edition, Viva Books Pvt Ltd.,
 Dr. Dinkmeyer Don, Dr. Losoncy Lewis, The Skills of Encouragement: St. Lucie Press.
 Singh, Dalip, 2002, Emotional Intelligence at work; First Edition, Sage Publications.
 Goleman, Daniel: Emotional Intelligence, 1995 Edition, Bantam Books
 Goleman, Daniel: Working with E.I., 1998 Edition, Bantam Books.
FRENCH - I
Course Code: MELFR 10101 Credit Units: 02
Course Objective:
To familiarize the students with the French language
 with the phonetic system
 with the accents
 with the manners
 with the cultural aspects
To enable the students
 to establish first contacts
 to identify things and talk about things
Course Contents:
Unité 1, 2: pp. 01 to 37
Contenu lexical: Unité 1: Premiers contacts

1. Nommer des objets, s’adresser poliment à quelqu’un
2. se présenter, présenter quelqu’un
3. entrer en contact : dire tu ou vous, épeler
4. dire où on travaille, ce qu’on fait
5. communiquer ses coordonnées
Unité 2: Objects
1. identifier des objets, expliquer leur usage
2. Dire ce qu’on possède, faire un achat, discuter le prix.
3. Monter et situer des objets
4. Décrire des objets
5. comparer des objets, expliquer ses préférences
Contenu grammatical: 1. articles indéfinis, masculin et féminin des noms, pluriel des noms
2. Je, il, elle sujets, verbes parler, habiter, s’appeler, être, avoir, masculin et
féminin des adjectifs de nationalité
3. tu, vous sujets, verbes parler, aller, être, c’est moi/c’est toi
4. verbes faire, connaître, vendre, c’est/il est + profession, qui est-ce ? qu’est-
ce que ... ?
5. article défini, complément du nom avec de, quel interrogatif
6. adjectifs possessifs (1), pour + infinitif
7. verbe avoir, ne...pas/pas de, question avec est-ce que ?, question négative,
réponse Si
8. Prépositions de lieu, il y a/qu’est-ce qu’il y a
9. accord et place des adjectifs qualificatifs, il manque...
10. comparatifs et superlatifs, pronoms toniques, pronom on
Examination Scheme:
Components V H CT EE
Weightage (%) 10 10 20 60
Text & References:
 le livre à suivre : Français.Com (Débutant)

GERMAN - I
Course Code: MELGR 10101 Credit Units: 02
Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar,
which will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities
available in Germany
Course Contents:
Self introduction: heissen, kommen, wohnwn, lernen, arbeiten, trinken, etc.
All personal pronouns in relation to the verbs taught so far.
Greetings: Guten Morgen!, Guten Tag!, Guten Abend!, Gute Nacht!, Danke sehr!, Danke!, Vielen Dank!, (es
tut mir Leid!),
Hallo, wie geht’s?: Danke gut!, sehr gut!, prima!, ausgezeichnet!,
Es geht!, nicht so gut!, so la la!, miserabel!
Module II: Interviewspiel

To assimilate the vocabulary learnt so far and to apply the words and phrases in short dialogues in an interview
– game for self introduction.
Module III: Phonetics

Sound system of the language with special stress on Dipthongs
Module IV: Countries, nationalities and their languages

To make the students acquainted with the most widely used country names, their nationalitie and the language
spoken in that country.
Module V: Articles
The definite and indefinite articles in masculine, feminine and neuter gender. All Vegetables, Fruits, Animals,
Furniture, Eatables, modes of Transport
Module VI: Professions

To acquaint the students with professions in both the genders with the help of the verb “sein”.
Module VII: Pronouns

Simple possessive pronouns, the use of my, your, etc.
The family members, family Tree with the help of the verb “to have”
Module VIII: Colours

All the color and color related vocabulary – colored, colorful, colorless, pale, light, dark, etc.
Module IX: Numbers and calculations – verb “kosten”

The counting, plural structures and simple calculation like addition, subtraction, multiplication and division to
test the knowledge of numbers.
“Wie viel kostet das?”
Module X: Revision list of Question pronouns

W – Questions like who, what, where, when, which, how, how many, how much, etc.
Examination Scheme:
Components CT-1 CT-2 H-1 + V-1 EEI

Weightage (%) 15 15 10 60
Text & References:
 Wolfgang Hieber, Lernziel Deutsch

 Hans-Heinrich Wangler, Sprachkurs Deutsch
 Schulz Griesbach, Deutsche Sprachlehre für Ausländer
 P.L Aneja, Deutsch Interessant - 1, 2 & 3
 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1,2
 Braun, Nieder, Schmöe, Deutsch als Fremdsprache 1A, Grundkurs
SPANISH – I
Course Code: MELSH 10101 Credit Units: 02
Course Objective:
To enable students acquire the relevance of the Spanish language in today’s global context, how to greet each
other. How to present / introduce each other using basic verbs and vocabulary
Course Contents:
Module I
A brief history of Spain, Latin America, the language, the culture…and the relevance of Spanish language in
today’s global context.
Introduction to alphabets
Module II
Introduction to ‘Saludos’ (How to greet each other. How to present/ introduce each other).
Goodbyes (despedidas)
The verb llamarse and practice of it.
Module III
Concept of Gender and Number
Months of the years, days of the week, seasons. Introduction to numbers 1-100, Colors, Revision of numbers
and introduction to ordinal numbers.
Module IV
Introduction to SER and ESTAR (both of which mean To Be).Revision of ‘Saludos’ and ‘Llamarse’. Some
adjectives, nationalities, professions, physical/geographical location, the fact that spanish adjectives have to
agree with gender and number of their nouns. Exercises highlighting usage of Ser and Estar.
Module V
Time, demonstrative pronoun (Este/esta, Aquel/aquella etc)
Module VI
Introduction to some key AR /ER/IR ending regular verbs.
Examination Scheme:
Components C-1 CT V EEI

Weightage (%) 10 20 10 60
Text & References:
 Español, En Directo I A
 Español Sin Fronteras
JAPANESE - I
Course Code: MELJP 10101 Credit Units: 02
Course Objective:
To enable the students to learn the basic rules of grammar and Japanese language to be used in daily life that
will later help them to strengthen their language.
Course Contents:
Module I: Salutations
Self introduction, Asking and answering to small general questions
Module II: Cardinal Numbers

Numerals, Expression of time and period, Days, months
Module III: Tenses

Present Tense, Future tense
Module IV: Prepositions

Particles, possession, Forming questions
Module V: Demonstratives
Interrogatives, pronoun and adjectives
Module VI: Description

Common phrases, Adjectives to describe a person
Module VII: Schedule

Time Table, everyday routine etc.
Module VIII: Outings

Going to see a movie, party, friend’s house etc.
Learning Outcome
 Students can speak the basic language describing above mentioned topics
Methods of Private study /Self help

 Handouts, audio-aids, and self-do assignments and role-plays will support classroom teaching
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:

Text:
 Teach yourself Japanese
References:
 Shin Nihongo no kiso 1
CHINESE – I
Course Code: MELCE 10101 Credit Units: 02
Course Objective:
There are many dialects spoken in China, but the language which will help you through wherever you go is
Mandarin, or Putonghua, as it is called in Chinese. The most widely spoken forms of Chinese are Mandarin,
Cantonese, Gan, Hakka, Min, Wu and Xiang. The course aims at familiarizing the student with the basic aspects
of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in
practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Show pictures, dialogue and retell.
Getting to know each other.
Practicing chart with Initials and Finals. (CHART – The Chinese Phonetic Alphabet Called “Hanyu Pinyin” in
Mandarin Chinese.)
Practicing of Tones as it is a tonal language.
Changes in 3rd tone and Neutral Tone.
Module II
Greetings
Let me Introduce
The modal particle “ne”.
Use of Please ‘qing” – sit, have tea ………….. etc.
A brief self introduction – Ni hao ma? Zaijian!
Use of “bu” negative.
Module III
Attributives showing possession
How is your Health? Thank you
Where are you from?
A few Professions like – Engineer, Businessman, Doctor, Teacher, Worker.
Are you busy with your work?
May I know your name?
Module IV
Use of “How many” – People in your family?
Use of “zhe” and “na”.
Use of interrogative particle “shenme”, “shui”, “ma” and “nar”.
How to make interrogative sentences ending with “ma”.
Structural particle “de”.
Use of “Nin” when and where to use and with whom. Use of guixing.
Use of verb “zuo” and how to make sentences with it.
Module V
Family structure and Relations.
Use of “you” – “mei you”.
Measure words
Days and Weekdays.
Numbers.
Maps, different languages and Countries.
Examination Scheme:
Components V H CT EEI
Weightage (%) 10 10 20 60
Text & References:
 “Elementary Chinese Reader Part I” Lesson 1-10

BUSINESS ENVIRONMENT AND LAW
Course Code: MELLW 10201 Credit Units: 04
Course Objective:
The objective of this course is to develop in students the understanding of the role of business environment in
general and the legal environment in particular in management decision making. It aims at giving insight into
various Business and Economic Laws so that the students are able to interpret the provisions of some of the
important laws and apply the same in commercial and industrial organizations.
Course Contents:
Module I: Legal Environment of Business
Environment of Business, Its importance, Change in business environment consequent to economic reform,
industrial policy, trade policy, macro reform, MNC’s role, financial services, private sector, Legal environment
of business.
Module II: Indian Contract Act, 1872

Nature and kinds of Contracts, Concepts related to offer, Acceptance and Consideration, Principles Governing
Capacity of Parties and Free Consent, Legality of Objects, Performance and Discharge of Contract, Breach of
Contract and its Remedies, Basic Elements of Law Relating to Agency, Guarantee and Pledge.
Module III: Law of Torts

Meaning of tort – Contractual and Tortious Liability, Application of Tortious Liability in Business Situations.
Module IV: Indian Sale of Goods Act, 1930

Sale and Agreement to Sell, Hire Purchase – Pledge – Mortgage – Hypothecation Lease, Goods – Different
types of Goods, Passing of Property in Goods, Conditions and Warranties, Doctrine of Caveat emptor, Rights of
an unpaid Seller.
Module V: Negotiable Instruments Act, 1881

Meaning of Negotiability and Negotiable Instruments – Cheques Bill of Exchange and Promissory Note –
Crossing of Cheques – Endorsement – Dishonour of Cheques.
Module VI: Elements of Company Law

Meaning and types of companies, Formation of a company, Memorandum and Articles of Association,
Prospectus and Issue of Shares, Share Capital and Shareholders, Company Meetings and Proceedings, Powers
and Liabilities of Directors and Winding up of Company.
Module VII: Miscellaneous Acts

Consumer Protection Act, 1986 – Need for Consumer Protection, Intellectual Property Laws (IPR) – Overview
of Law & Procedure relating to Patents , Trade marks & Copyrights, Infringement, Provisions of Central Sales
Tax Act and Central Excise Act & Customs Act 1962, Provisions of Income Tax Act relating to individuals,
Calculation of Tax Liability under the head Salary Income.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References

 Gulshan S. S, Elements of Mercantile Law, Excel Books, N. Delhi
 Suresh Bedi, Business Environment, Excel Books, N. Delhi
MARKETING RESEARCH AND REPORT PREPARATION
Course Objective:
This course in marketing research aims at familiarizing the participants of the MBA program with scientific
research and its various methods in the field of management. The focus of the course is applied and decisional.
It aims at providing the relevant inputs to the participants so that they could study systematically various
complex management problems and provide information and solutions for the same. Besides the course work,
the participants shall be required to undertake a market research project incorporating the research techniques
studied during the semester
Course Contents:
Module I: Nature and Scope of Marketing Research
Marketing research as input in decision making process, Marketing research and marketing information system.
Applications of marketing research, Planning a research project: Problem identification and formulation.
Research Design: Exploratory, Descriptive and Experimental research designs, Market research on the Internet
Module II: Data collection methods

Observation Methods and Questionnaire Method, Questionnaire Design: Steps in constructing a questionnaire,
types of questions, Attitude measurement and Scaling techniques: Ratio, interval, ordinal and nominal scales.
Likert’s scale, Thurstone scale, Semantic differentiation method etc. Projective techniques. Multidimensional
scaling and perceptual mapping, Sampling decisions: Sampling frame, sample selection methods- Probability
and non- probability, sample size, Application of sampling methods to marketing problems.
Module III: Data collection and field force

Field work procedure. Common sources of error in the field work. Minimizing fieldwork errors, Tabulation of
the collected data
Module IV: Data analysis-I

Tests of significance Z, t, F and chi-square, Data analysis-II: Correlation and Regression techniques, Data
analysis-III: Over-view of Multivariate Techniques-Factor analysis, conjoint analysis, Cluster analysis
Module V: Pre-Writing Considerations

Format of the Marketing research report, Common Problems Encountered when preparing the marketing
research report. Presenting the Research Report
Module VI: Selected applications of marketing research

Identifying market segments, Product research, Sales research and Advertising research
Examination Scheme:
Components P C CT EE
Weightage (%) 10 10 20 60
Text & References:

Text:
 Malhotra, Naresh; Market Research- 6th Edition-PHI
 Churchill, Gilbert A, Lacobucci, Dawn; Marketing Research: Methodological Foundations, 8 th Edition,
South Western
References:
 Luck, David J And Rubin, Ronald S, Marketing Research, Seventh Edition, Prentice Hall Of India
 Beri, Gc., Marketing Research, Second Edition, Tata McGraw Hill
 Thomas H. Wancott and R. Wancott, Introductory Statistics for Business and Economics, John Wiley and
Sons, New York.
 Burns, Alvin C and Bush, Ronald F: Marketing Research, 5 th Edition, Pearson Education
Software:
Students can use SPSS 15.0 for analyzing the data for marketing research.
The software is available in the computer lab.
FINANCIAL MANAGEMENT
Course Objective:
The objective of this course is to develop an understanding of short-term and long-term financial decisions of a
firm and various financial tools used in taking these decisions. It is also aimed to develop the understanding of
the financial environment in which a company operates and how it copes with it.
Course Contents:
A Framework for Financial Decision-Making- Financial Environment, Changing Role of Finance Managers,
Objectives of the firm
Module II: Valuation Concepts

Time Value of Money, Risk and Return, Financial and Operating Leverage
Module III: Financing Decisions

Capital Structure and Cost of Capital, Marginal Cost of Capital
Module IV: Capital Budgeting

Estimation of Cash Flows, Criteria for Capital Budgeting Decisions, Issues Involved in Capital Budgeting, Risk
analysis in Capital Budgeting – An Introduction
Module V: Working Capital Management

Factors Influencing Working Capital Policy, Operating Cycle Analysis, Management of Inventory, Management
of Receivables, Management of Cash and Marketable Securities, Financing of Working Capital.
Module VI: Dividend Policy Decisions

An introduction: Different Schools of Thought on Dividend Policy
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Chandra, P. 2006, Financial Management: Theory and Practice, 6th Ed., Tata McGraw Hill.
References:
 Damodaran, A. 2004, Corporate Finance: Theory and Practice, 2nd Ed., Wiley & Sons.
 Van Horne, J.C. 2006, Financial Management and Policy, 12th Ed., Prentice Hall of India.
 Brearly, R. A. and Myers, S. C. 2006, Principles of Corporate Finance, 8th Ed., Tata McGraw Hill
 Pike, R and Neale, B. 1998, Corporate Finance and Investment: Decisions and Strategies, Prentice Hall of
India
 Rustagi, R.P. 1999, Financial Management: Theory, Concepts and Problems, Galgotia Publishing
Company.
 Pandey, I.M. 1999, Financial Management, 9th Ed., Vikas Publishing House
PROCESSES AND OPERATIONS MANAGEMENT
Course Objective:
The aim of this course is to develop the understanding of the strategic and operational issues in the operational
environment of any organization; various decisions involved the operational activities and the methods by which
best possible alternative decision can be taken.
Course Contents:
Introduction of operations function and Production & Operation Management, Transformation process, Input
transformed and transforming resources in service and manufacturing units, Using Operations as an competitive
advantage, Forecasting in POM.
Module II: Strategic Decisions

Planning and Designing the products/services, Designing the facility location and layout, Selection and
Management of Product Technology, Long-range Capacity Planning, Resource allocation (Numerical) CPM &
PERT.
Module III: Operating Decisions

Planning Production Schedules, Aggregate Planning and Master Production Scheduling, Inventory Planning,
Materials and Capacity Requirement Planning, JIT Manufacturing, Planning and Scheduling Services
Operations.
Module IV: Controlling and Improvement Decision

Controlling the Operations for Productivity, Quality and Reliability, Quality Control, Total Quality
Management, Maintenance Management, Improving the Operations Process.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Production & Operations Management Concepts: Models & Behaviour Everett. E-Adam, Ronald J Ebert
Prentice Hall.
References:
 Buffa E.S. and Sarin R.K. 1994, Modern Production Operations Management, 8th Ed. John Wiley & Sons.
 Brown S., Lamming R., Besant J. and Jones P. 2000, Strategic Operations Management, 1 st Ed. Butterworth
Heinmann
 Dilworth J.B. 1992, Operations Management, McGraw-Hill International Editors
 Haksever, Render, Russell & Murdick 1990, Service Management and Operations, 2 nd Ed. Prentice Hall
International,Inc.
 Krajewski L.J. & Ritzman L.P. 1996, Operations Management: Strategy and Analysis, 4 th Ed. Addison-
Wesley
 Lee S.M. & Schniederzans M.J. 1997, Operations Management, 1st Ed. All India Publishers & Distributers
 Slack, Chambers, Hardland, Harrison, Johnston 1995, Operations Management, Pitman Publishing
 Waters D. 1996, Operations Management: Producing goods and services, Addison-Wesley
INNOVATION AND BUSINESS GROWTH
Course Objective:
The objective is to introduce, to the students, an important new expression of Innovation and to familiarize its
usefulness in management. To make them familiar with several proven principles, and processes. The aim is
also to make them familiar with Innovation management system’s suitability for generating superior degrees of
short and long term profitability, employment stability and stakeholder loyalty through innovation. .
Course Contents:
Module I
Introduction to Innovation, Concept, Importance of innovation
Module II
Creation of ideas, development of ideas, environment to create & capture sparks, pressing business needs.
Module III
Innovation at workplace, business drivers, five steps to ideation, capturing & processing of thoughts.
Module IV
Conversion of ideas, business dimensions of innovation
Module V
Lasting & differentiating leadership, motivation & success morale.
Module VI
Various Lateral and Horizontal technique of Innovation
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Frederick Betz, Managing Technological Innovation, Competitive Advantage from Change
References:
 Stefan H. Thomke, Experimentation Matters: Unlocking the potential of New Technological for
Innovation
 Marco Marsan , Think Nated: Childlike Brillance in the Rough Adult world
CREATING AND LEADING ENTREPRENEURIAL ORGANIZATION
Course Objective:
The goals of this course are to give the student a broad understanding of the field of enterprise creation and to
provide an introduction to the important tools and skills necessary to create and grow a successful new venture.
The course is designed to simulate the real life activities of entrepreneurs in the start-up stage of a new venture..
Focuses on the key issues faced by entrepreneurs in new ventures and small businesses; taught in five modules:
Strategy Formulation, Finance, Marketing, Operations, and Practical Issues; involves lecture discussions, guest
lectures by a variety of entrepreneurs and interactive case discussions with the entrepreneurs. Students, in
teams, will develop a new venture concept with business plan and determine if a demand exists for their product
or service. Through a business plan project we will cover the practical areas of a new venture including the
management team, strategic planning, funding, and operations
Students in this course will be able to:

1. Understand the entrepreneurial traits and skills needed in entrepreneurial ventures.
2. Through the development of a business plan, evaluate the opportunities of a selected venture idea along
with the constraints on its feasibility.
Course Contents:
Module I: Creation of New Ventures
Identifying new Projects, Ideas versus Opportunities, Preparing Project Profiles, Developing the Entrepreneurial
Plan, Perspectives about Growth and Emerging Enterprises.
Module II: Developing the Entrepreneurial Plan

Environmental Assessment: Preparations for a New Venture, Marketing Research for New Ventures, Financial
Preparation for Entrepreneurial Ventures, Developing an Effective Business Plan
Module III: Opportunity Identification

Assessment and Examination of Entrepreneurial Opportunities, Risk Analysis mitigation and Management.
Module IV: Initiating Entrepreneurial Ventures

Structuring the New Business Venture Assessing the Feasibility of a New Venture Marketing, Technical and
Financial Feasibility, Structuring the New Venture, Legal Structures and Issues, Sources and Types of Capital,
Buying Out versus Starting a Business
Module V: Growth & Development of Entrepreneurial Venture

Managing Growth, Financing Growth, Developing a Team of Advisors, Attracting and Retaining Employees
Module VI: Managing Environments

Economic, Social and technological environment, Trends, Business cycles, Industry cycles, Supporting Institutions,
Incentives and Subsidies, How to avoid enterprise failures.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 M.P. Jaiswal & Ganesh Kumar, E-Business Model Success Strategy, Excel
References:
 Butler, J.E, 2001,E – Commerce and Entrepreneurship, Information Age
 Chell, E. Haworth, J .M & Brearley, S. S, The Entrepreneurial Personality: Concepts, Cases and Categories,
Lomnon: Routledge
 Drucker, P, Innovation and Entrepreneurship, Heinemann
 Hisrich R, 2002, Innovation and Entrepreneurship, Mc Graw Hill
 Kao, J, Entrepreneurship, Prentice-Hall
FINANCING NEW VENTURES AND BUSINESSES
Course Objective:
To develop skills in upcoming entrepreneurs to raise equity funds. To comprehensively understand the working
& problems of VC funding in India and the world. Important theories, techniques, regulations and certain
advancements in theory of investments will be covered with an aim to helping the students to make sound
financing decisions.
Course Contents:
Module I: Investment Environment

Types of securities, Types of Financial Markets – Primary & Secondary markets, Financial Intermediaries,
Concepts of Risk, Return and diversification.
Module II: Primary Markets

Meaning, Importance & Role in the Indian Financial System, Corporate Counseling, Project Counseling And
Appraisal, Loan Syndication And Accessing Debt and Capital Markets, Procedural Aspects Of Public Issues,
Bought Out Deals, Book Building, Pre-Issue Decision; Post Issue Management And Related Provisions Of
Companies Act And SEBI Guidelines For Protection Of Interests Of Investors.
Module III: Value Addition in Financial Services

Financial services and Value production, Value added in Financial Services, ROI in Financial Services,
Elements in the Financial Services Value Chain, Role of Financial Services in Economic Development
Module IV: Venture Capital Financing

International Experiences In Venture Capital Financing, Venture Capital Financing In India, Pitfalls To Be
Avoided.
Module V: Types of Venture Capitals

Stages of VC funding, types of VC’s
Angel Investors – features, merits & demerits
Incubators – features, merits & demerits
Private Equity – features, merits & demerits
Module VI: Implementing Venture Capital funds

Various agencies providing VC funds, the procedure of raising VC funding, the tax implication of VC funding,
Exit Routes for Venture Capitalists.
Examination Scheme:
Components CH P TP EE
Weightage (%) 10 10 20 60
Text & References:

Text:
 Khan M Y, Financial Service, Latest Edition, Tata McGraw Hill
References:
 Regular reading of Financial / SEBI Journals and Financial Dailies.
 Chandra, P. 2002, Investment Analysis, Tata McGraw Hill
 Pandey, I.M. 2005, Financial Management, 8th Edition, Vikas Publishing House
 SEBI BULLETIN, December 2004, Vol.2, No.12l
MENTORED STUDY IN ENTREPRENEURSHIP (MSIE)-1
Course Code: MELEL 10203 Credit Units: 02,

Course Objective:
This course provides a strategy framework for managing new, entrepreneurial high-technology businesses. The
emphasis throughout is on the development and application of conceptual models, which clarify the interactions
between competition, patterns of technological and market change, and the structure and development of
internal firm capabilities. The emphasis is on new enterprises in new industries based on emerging technologies.
This is not a course in how to manage product or process development. The main focus is on the acquisition of a
set of powerful analytical tools that are critical for the development of a technology strategy. These tools can
provide the framework for insightful planning when deciding what strategies to use in exploiting complex
emerging technologies, and how to anticipate and respond to the behavior of competitors, suppliers, and
customers. The course should be of particular interest to those interested in creating and managing a new
enterprise with significant technical content, and to those interested in venture capital, incubation and industry
analysis in new sectors.
Course Contents:
A Detailed Master case to be developed on an Entrepreneurial Organization Covering following:
 What was the idea?

 How the idea came?
 What was the motivation of starting the venture?
 Background of Entrepreneur
 Challenges and roadblocks faced by entrepreneur
 Industry Scenario then and now
 Funding of the venture then and now
 First Employee / First Customer
 Competition then and now
 Evolution of business Environment and business ecosystem
 Evolution & Growth of Business
 Organization strategy then & now (business, culture, HR, technology etc.)
 Turning points of the organization
 Organization Culture evolution & development
 Organization focus then and now
 Customer Experiences
 Stakeholders satisfaction
 Future Plans & strategy
 Creating and maintaining the Entrepreneurial spirit in the organization
 Dilemma, issues, challenges of Entrepreneur now
 Company profile
Once the Master case is developed, specific functional cases will be developed as per the need
Examination Scheme:
Weightage (%) 10 10 20 60
BUSINESS COMMUNICATION - II
Course Objective:
This course is designed to hone the PR skills of the budding managers and enable them to be an integral part of
the corporate communication network. The Verbal Communication (oral and written) will be the lingua franca
of this endeavour.
Course Contents:
Module I: Communication in Practice
Verbal Communication
1. Communication Networks
2. Developing writing skills
Inter- office communication
The business letters
E mail – Netiquette (etiquette on the mail)
Intra- office communication
Memos
Notices
Circulars
Agenda and Minutes
Business Report writing
Resume writing
Module II: Cross Functional Communication

Marketing/ Integrated marketing communication
Project management communication
Human Resource communication
Financial Communication
Module III: Communication for Public Relations

Functions and activities of PR
Reputation Management
Building Corporate Image and Identity
Negotiation Techniques
Note: 2 tests of 20 marks of one hour duration each will be conducted over and above the teaching hours. They
will have to be programmed accordingly.
Text & References:

 The Oxford Handbook of Commercial Corrospondence, Ashley A, OxfordBusiness Communication for
Managers: An Advanced Approach, Penrose,Thomson
 Business Communication, Krizan, Thomson
 Understanding Human Communication,9/e, Adler R Oxford
BEHAVIOURAL SCIENCE - II
(BEHAVIOURAL COMMUNICATION AND RELATIONSHIP
MANAGEMENT)
Course Objective:
Process of Behavioural communication
Aspects of interpersonal communication and relationship
Management of individual differences as important dimension of IPR
Course Contents:
Module I: Behavioural Communication
Scope of Behavioral Communication
Process – Personal, Impersonal and Interpersonal Communication
Guidelines for developing Human Communication skills
Relevance of Behavioural Communication in relationship management
Module II: Managing Individual Differences in Relationships

Principles
Types of issues
Approaches
Understanding and importance of self disclosure
Guidelines for effective communication during conflicts
Module III: Communication Climate: Foundation of Interpersonal Relationships

Elements of satisfying relationships
Conforming and Disconfirming Communication
Culturally Relevant Communication
Guideline for Creating and Sustaining Healthy Climate
Module IV: Interpersonal Communication

Imperatives for Interpersonal Communication
Models – Linear, Interaction and Transaction
Patterns – Complementary, Symmetrical and Parallel
Types – Self and Other Oriented
Steps to improve Interpersonal Communication
Module V: Interpersonal Relationship Development

Relationship circle – Peer/ Colleague, Superior and Subordinate
Initiating and establishing IPR
Escalating, maintaining and terminating IPR
Direct and indirect strategies of terminating relationship
Model of ending relationship

Text & References:
 Vangelist L. Anita, Mark N. Knapp, Inter Personal Communication and Human Relationships: Third
Edition, Allyn and Bacon
 Julia T. Wood. Interpersonal Communication everyday encounter
 Simons, Christine, Naylor, Belinda: Effective Communication for Managers, 1997 1st Edition Cassell
 Harvard Business School, Effective Communication: United States of America
 Beebe, Beebe and Redmond; Interpersonal Communication, 1996; Allyn and Bacon Publishers.
FRENCH - II
Course Objective:
To enable the student
 to talk about his time schedule
 to talk about travel
Course Contents:
Unité 3, 4: pp. 42 to 72:
Contenu lexical: Unité 3: Emploi du temps

1. demander et donner l’heure, des horaires
2. raconter sa journée
3. parler de ses habitudes au travail, de ses loisirs
4. dire la date, parler du temps qu’il fait
5. fixer rendez-vous (au téléphone par e-mail), réserver une table au restaurant
Unité 4: Voyage
1. réserver une chambre d’hôtel, demander la note
2. expliquer un itinéraire
3. parler de ses déplacements, situer sur une carte
4. exprimer un conseil, une interdiction, une obligation
5. acheter un billet de train, consulter un tableau d’horaires
Contenu grammatical: 1. question avec à quelle heure ? adjectifs démonstratifs

2. verbes pronominaux au présent, les prépositions à et de : aller à venir de
3. adverbes de fréquence, pourquoi... ? Parce que ... ?
4. expression indiquant la date, verbes impersonnels
5. verbe pouvoir + infinitif, le lundi, lundi prochain
6. adjectifs possessifs (2), adjectif tout
7. impératif présent (1), nombres ordinaux
8. questions avec est-ce que ? à et en + moyen de transport, en/au+pays
9. verbes devoir+infinitif, il faut+ infinitif, il est interdit de
10. verbes : aller, venir, partir , questions avec d’où, où,par où, à quel, de quel
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

GERMAN – II
Course Objective:
Introduction to Grammar to consolidate the language base learnt in Semester - I
Course Contents:
Module I: Everything about Time and Time periods
Time and times of the day.
Weekdays, months, seasons.
Adverbs of time and time related prepositions
Module II: Irregular verbs

Introduction to irregular verbs like to be, and others, to learn the conjugations of the same, (fahren, essen,
lessen, schlafen, sprechen und ähnliche).
Module III: Separable verbs

To comprehend the change in meaning that the verbs undergo when used as such
Treatment of such verbs with separable prefixes
Modules IV: Reading and comprehension

Reading and deciphering railway schedules/school time table
Usage of separable verbs in the above context
Module V: Accusative case

Accusative case with the relevant articles
Introduction to 2 different kinds of sentences – Nominative and Accusative
Module VI: Accusative personal pronouns

Nominative and accusative in comparison
Emphasizing on the universal applicability of the pronouns to both persons and objects
Module VII: Accusative prepositions

Accusative propositions with their use
Both theoretical and figurative use
Module VIII: Dialogues

Dialogue reading: ‘In the market place’
‘At the Hotel’
Examination Scheme:

Weightage (%) 15 15 10 60
Text & References:

 Schulz Griesbach , Deutsche Sprachlehre für Ausländer
 P.L Aneja , Deutsch Interessant- 1, 2 & 3
SPANISH – II
Course Objective:
To enable students acquire more vocabulary, grammar, Verbal Phrases to understand simple texts and start
describing any person or object in Simple Present Tense.
Course Contents:
Module I
Revision of earlier modules.
Module II
Some more AR/ER/IR verbs. Introduction to root changing and irregular AR/ER/IR ending verbs
Module III
More verbal phrases (eg, Dios Mio, Que lastima etc), adverbs (bueno/malo, muy, mucho, bastante, poco).
Simple texts based on grammar and vocabulary done in earlier modules.
Module IV
Possessive pronouns
Module V
Writing/speaking essays like my friend, my house, my school/institution, myself….descriptions of people,
objects etc, computer/internet related vocabulary
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:
 Español, En Directo I A,
 Español Sin Fronteras
JAPANESE - II
Course Objective:
To enable the students to converse in the language with the help of basic particles and be able to define the
situations and people using different adjectives.
Course Contents:
Module I: Verbs
Transitive verbs, intransitive verbs
Module II: More prepositions

More particles, articles and likes and dislikes.
Module III: Terms used for instructions

No parking, no smoking etc.
Module IV: Adverbs

Different adverbial expression.
Module V: Invitations and celebrations

Giving and receiving presents,
Inviting somebody for lunch, dinner, movie and how to accept and refuse in different ways
Module VI: Comprehension’s

Short essay on Family, Friend etc.
Module VII: Conversations

Situational conversations like asking the way, At a post office, family
Module VIII: Illness

Going to the doctor, hospital etc.
Learning Outcome
 Students can speak the language describing above-mentioned topics.
Methods of Private study/ Self help

 Handouts, audio-aids, and self-do assignments.
 Use of library, visiting and watching movies in Japan and culture center every Friday at 6pm.
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:

Text:
References:
CHINESE – II
Course Objective:
Chinese is a tonal language where each syllable in isolation has its definite tone (flat, falling, rising and
rising/falling), and same syllables with different tones mean different things. When you say, “ma” with a third
tone, it mean horse and “ma” with the first tone is Mother. The course aims at familiarizing the student with the
basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training
students in practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Drills
Practice reading aloud
Observe Picture and answer the question.
Tone practice.
Practice using the language both by speaking and by taking notes.
Introduction of basic sentence patterns.
Measure words.
Glad to meet you.
Module II
Where do you live?
Learning different colors.
Tones of “bu”
Buying things and how muchit costs?
Dialogue on change of Money.
More sentence patterns on Days and Weekdays.
How to tell time. Saying the units of time in Chinese. Learning to say useful phrases like – 8:00, 11:25, 10:30
P.M. everyday, afternoon, evening, night, morning 3:58, one hour, to begin, to end ….. etc.
Morning, Afternoon, Evening, Night.
Module III
Use of words of location like-li, wais hang, xia
Furniture – table, chair, bed, bookshelf,.. etc.
Description of room, house or hostel room.. eg what is placed where and how many things are there in it?
Review Lessons – Preview Lessons.
Expression ‘yao”, “xiang” and “yaoshi” (if).
Days of week, months in a year etc.
I am learning Chinese. Is Chinese difficult?
Module IV
Counting from 1-1000
Use of “chang-chang”.
Making an Inquiry – What time is it now? Where is the Post Office?
Days of the week. Months in a year.
Use of Preposition – “zai”, “gen”.
Use of interrogative pronoun – “duoshao” and “ji”.
“Whose”??? Sweater etc is it?
Different Games and going out for exercise in the morning.
Module V
The verb “qu”
Going to the library issuing a book from the library
Going to the cinema hall, buying tickets
Going to the post office, buying stamps
Going to the market to buy things.. etc
Going to the buy clothes …. Etc.
Hobby. I also like swimming.
Comprehension and answer questions based on it.
Examination Scheme:
Components V H CT EEI
Weightage (%) 10 10 20 60
Text & References:
 “Elementary Chinese Reader Part I” Lesson 11-20

STRATEGIC MANAGEMENT
Course Code: MELGM 20301 Credit Units: 04

Course Objective:
The objective of this course is to develop an understanding of:
 The integrative role of all areas of management in business.
 The prescriptive and descriptive ideas of theorist’s practitioners and researchers in the field.
 The principles of management and their relevance in business.
 The methods and techniques of strategic choice and strategic implementation over different industries
 Measurement of performance in various business and effect of strategies
 Difference between traditional and contemporary business management
Course Contents:
Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy
Development, Levels of Strategy, Competitive scope and value chain
Module II: Strategic Analysis

Mission, Vision and Business Definition, Environmental Threat and Opportunity Profile (ETOP), Industry
Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental analysis and
dealing with uncertainty, scenario analysis and SWOT Analysis.
Module III: Strategic Choice

Traditional Approach - Strategic Alternatives, Various models like BCG, GE Nine Cell Matrix, Hofer’s Model,
Strickland’s Grand Strategy Selection Matrix, Basis of Choice; Michael Porter’s Approach - Generic
competitive strategies, Cost advantage, differentiation, technology and competitive advantage, substitution,
competitor, complementary products and competitive advantage, strategic vision vs. strategic opportunism,
Coevolving and patching.
Module IV: Offensive and Defensive Competitive Strategies

Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of
offensive strategies.
Module V: Strategic Implementation

Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard – Concepts and
applications in strategy implementation.
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

Text:
 Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill.
 Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business School
Press.
References:
 Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & Distributors.
 Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
 Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
 Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
 Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill
MSIE-2 (EMERGING BUSINESS SECTORS AND
NEW TECHNOLOGIES)
Course Code: MELEL 20301 Credit Units : 02
Course Objective:
This course provides a strategy framework for managing new, entrepreneurial high-technology or emerging
sector businesses. The emphasis throughout is on the development and application of conceptual models, which
clarify the interactions between competition, patterns of technological and market change, and the structure and
development of internal firm capabilities as well as new business sectors emerges. The emphasis is on new
enterprises in new industries.
This is not a course in how to manage product or process development. The main focus is on critical analysis the
of a business strategy. The course should be of particular interest to those interested in creating and managing a
new enterprise with significant technical content, and to those interested in venture capital, incubation and
industry analysis in new sectors.
Course Contents:
Emerging technologies & opportunities, Industry life cycles.
Module II: Creative Value through Emerging Technology

Emerging technologies and markets, Technology dynamics, and their assessment, markets and organizational
needs.
Module III: Emerging Business Sectors

Overview of emerging business sectors, challenges and opportunities in each sector. Impact of industry on other
sector.
Module IV: Delivering Value

Organsiational competencies, universities and commercialization, incumbents and universities, incubents and
venturing.
Module V: A detailed master case to be developed on an emerging business sector and technologies,
covering following:
Overview of industry sector, SWOT analysis of industry sector, Major players in the Industry sector, SME’s in
the industry sector, employment opportunities & key persons in major organization, emerging technologies in
the sector & their viability/feasibility analysis, companies adopting new & emerging technologies, challenges
faced for implementing new technologies, acceptance of new technology by venture capitalists/financial
institutions
Once the master case is developed, specific functional cases will be developed as per the need
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

No Text & Reference being prescribed. Entirely left on the discretion of Faculty.
BUILDING HIGH PERFORMANCE
ORGANIZATIONAL CULTURE AND TEAM
Course Code: MELHR 20301 Credit Units: 02
Course Objective:
This paper serves the needs of budding entrepreneur how he can transform a SSI into a successful organization.
In the process the entrepreneurs develop teams and lay the foundation of organizational culture.
Course Contents:
Module I: Leadership and Team building
Perspective of Leadership cross cultural and gender issues in leadership, decision making and creativity,
foundations of team dynamics, developing high performance teams..
Module II: Sustainable Competitive Edge

What is sustainable competitive edge? Factors, characteristics and practices that distinguish the purposeful
values driven enterprise. Inspiring leadership Innovative strategy, Process driven Execution, Win-Win
relationships .Distinct identity purpose, Values and culture, The purposeful values driven enterprise
Module III: Steps in Developing and Entrepreneurial organizational Culture

Organizational culture, Organization change. Entrepreneurial organization culture.
Module IV: Case Studies

Dell,Microsoft, IBM, Cisco, Congizant Technology Solutions, Wipro ,Ranbaxy Laboratries,Gujrat Ambuja
Cement,Titan,Ifosys,Asian Paints,HDFC, HCL
The Indian Sect oral Studies
IT Sectors
Pharmacy Sector
Automobile sector
FMCG
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Abad Ahmad and DP Chopra, Passion to Win, Excel book private Limited
 Human Technology Inc., Building a team based organization, Jaico Books.
References:
 Susan Nash, Turning Team Performance Inside out, Published by Jaico Books.
 Colin Coulson Thomas, Transforming the company, Published by Kogan Page.
SUMMER INTERNSHIP
Course Code: MELSI 20350 Credit Units: 09
BUSINESS COMMUNICATION - III
Course Objective:
‘Actions speak louder than words.’ Every business communicator needs to understand the nuances of ‘body
language and voice.’ This course is designed to enable the young Amitian to decipher the relevance of Kinesics,
Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and
speeches.
Course Contents:
Module I: Non- Verbal Communication
Principles of nonverbal communication
Kinesics
Proxemics
Paralanguage and visible code
Module II: Speaking Skills

Pronunciation drills (Neutralizing regional pulls)
Conversational English
Guidelines to an effective presentation
Module III: Interviews and GDs
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.
Text & References:

 Business Communication for Managers: An Advanced Approach, Penrose,Thomson
 Business Communication, Krizan, Thomson
BEHAVIOURAL SCIENCE - III
(LEADING THROUGH TEAMS)
Course Objective:
This course aims to enable students to:
Understand the concept and building of teams
Manage conflict and stress within team
Facilitate better team management and organizational effectiveness through universal human values.
Course Contents:
Module I: Teams: An Overview
Team Design Features: team vs. group
Effective Team Mission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles
Module II: Team & Sociometry

Patterns of Interaction in a Team
Sociometry: Method of studying attractions and repulsions in groups
Construction of sociogram for studying interpersonal relations in a Team
Module III: Team Building

Types and Development of Team Building
Stages of team growth
Team performance curve
Profiling your Team: Internal & External Dynamics
Team Strategies for organizational vision
Team communication
Module IV: Team Leadership & Conflict Management

Leadership styles in organizations
Self Authorized team leadership
Causes of team conflict
Conflict management strategies
Stress and Coping in teams
Module V: Global Teams and Universal Values

Management by values
Pragmatic spirituality in life and organization
Building global teams through universal human values
Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc.

Text & References:
 Organizational Behaviour, Davis, K.

 Hoover, Judhith D. Effective Small Group and Team Communication, 2002,Harcourt College Publishers
 LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New Delhi
 Dick, Mc Cann & Margerison, Charles: Team Management, 1992 Edition, viva books
 J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer
& Company
 Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College
Publishers
FRENCH - III
Course Objective:
To furnish linguistic tools
 to talk about work and problems related to work
 to perform simple communicative tasks (explaining a set back, asking for a postponement of appointment,
give instructions, place orders, reserve)
 to master the current social communication skills
 oral (dialogue, telephone conversation)
 Written (e-mails, reply to messages)
Course Contents:
Unité 5, 6: pp. 74 to 104
Contenu lexical: Unité 5: Travail

1. manger au restaurant, comprendre un menu, commander
2. engager une conversation téléphonique
3. parler de sa formation, de son expérience, de ses compétences
4. Raconter des événements passes
5. consulter sa boite e-mails, répondre aux messages
Unité 6: Problèmes
1. identifier un problème, demander des précisions
2. expliquer un contretemps, déplacer un rendez-vous
3. demander de l’aide (par téléphone, par e-mail)
4. donner des instructions
5. expliquer un problème, suggérer une solution
Contenu grammatical:
1. futur proche, articles partitifs, un peu de, beaucoup de, une bouteille de, un
morceau de…
2. pronoms COD, venir de + infinitif, verbes appeler (au présent)
3. passé composé avec avoir, affirmatif et interrogatif, savoir et connaître
4. passé composé avec être, accord du participe passé, négation
5. pronoms COI, être en train de
6. ne…rien, ne…personne, ne…plus, ne…pas encore, qu’est-ce que/ qu’est-ce
qui/qui est-ce que/qui est-ce qui
7. passé composé des verbes pronominaux
8. si/quand+présent, ne…plus, ne …pas encore
9. impératif présent (2) place du pronom et verbes pronominaux
10. trop/pas assez, verbe devoir au conditionnel présent
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

GERMAN - III
Course Objective:
Course Contents:
Module I: Modal verbs
Modal verbs with conjugations and usage
Imparting the finer nuances of the language
Module II: Information about Germany (ongoing)

Information about Germany in the form of presentations or “Referat”– neighbors, states and capitals, important
cities and towns and characteristic features of the same, and also a few other topics related to Germany.
Module III: Dative case

Dative case, comparison with accusative case
Dative case with the relevant articles
Introduction to 3 different kinds of sentences – nominative, accusative and dative
Module IV: Dative personal pronouns

Nominative, accusative and dative pronouns in comparison
Module V: Dative prepositions

Dative preposition with their usage both theoretical and figurative use
Module VI: Dialogues

In the Restaurant,
At the Tourist Information Office,
A telephone conversation
Module VII: Directions

Names of the directions
Asking and telling the directions with the help of a roadmap
Module VIII: Conjunctions

To assimilate the knowledge of the conjunctions learnt indirectly so far
Examination Scheme:

Weightage (%) 15 15 10 60
Text & References:

SPANISH – III
Course Objective:
To enable students acquire knowledge of the Set/definite expressions (idiomatic expressions) in Spanish
language and to handle some Spanish situations with ease.
Course Contents:
Module I
Revision of earlier semester modules
Set expressions (idiomatic expressions) with the verb Tener, Poner, Ir….
Weather
Module II
Introduction to Gustar…and all its forms. Revision of Gustar and usage of it
Module III
Translation of Spanish-English; English-Spanish. Practice sentences.
How to ask for directions (using estar)
Introduction to IR + A + INFINITIVE FORM OF A VERB
Module IV
Simple conversation with help of texts and vocabulary
En el restaurante
En el instituto
En el aeropuerto
Module V
Reflexives
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:
 Español, En Directo I A
 Español Sin Fronteras -Nivel Elemental
JAPANESE - III
Course Objective:
To enable the students to converse in the language with the help of basic verbs and to express themselves
effectively and narrate their everyday short encounters. Students are also given projects on Japan and Japanese
culture to widen their horizon further.
Note: The Japanese script is introduced in this semester.
Course Contents:
Module I: Verbs
Different forms of verbs: present continuos verbs etc
Module II
More Adverbs and adverbial expressions
Module III: Counters

Learning to count different shaped objects,
Module IV: Tenses

Past tense, Past continuous tense.
Module V: Comparison
Comparative and Superlative degree
Module VI: Wishes and desires

Expressing desire to buy, hold, possess. Usage in negative sentences as well.
Comparative degree, Superlative degree.
Module VII: Appointment

Over phone, formal and informal etc.
Learning Outcome
 Students can speak the language and can describe themselves and situations effectively
 They also gain great knowledge in terms of Japanese lifestyle and culture, which help them at the time of
placements.

 Handouts, audio-aids, and self-do assignments.
 Use of library, visiting and watching movies in Japan and culture center every Friday at 6pm.
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:

Text:
References:
CHINESE – III
Course Objective:
Foreign words are usually imported by translating the concept into Chinese, the emphasis is on the meaning
rather than the sound. But the system runs into a problem because the underlying name of personal name is
often obscure so they are almost always transcribed according to their pronciation alone. The course aims at
familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland
China. The course aims at training students in practical skills and nurturing them to interact with a Chinese
person.
Course Contents:
Module I
Drills
Dialogue practice
Observe picture and answer the question.
Introduction of written characters.
Practice reading aloud
Practice using the language both by speaking and by taking notes.
Character writing and stroke order
Module II
Measure words
Position words e.g. inside, outside, middle, in front, behind, top, bottom, side, left, right, straight.
Directional words – beibian, xibian, nanbian, dongbian, zhongjian.
Our school and its different building locations.
What game do you like?
Difference between “hii” and “neng”, “keyi”.
Module III
Changing affirmative sentences to negative ones and vice versa
Human body parts.
Not feeling well words e.g. ; fever, cold, stomach ache, head ache.
Use of the modal particle “le”
Making a telephone call
Use of “jiu” and “cal” (Grammar portion)
Automobiles e.g. Bus, train, boat, car, bike etc.
Traveling, by train, by airplane, by bus, on the bike, by boat.. etc.
Module IV
The ordinal number “di”
“Mei” the demonstrative pronoun e.g. mei tian, mei nian etc.
use of to enter to exit
Structural particle “de” (Compliment of degree).
Going to the Park.
Description about class schedule during a week in school.
Grammar use of “li” and “cong”.
Comprehension reading followed by questions.
Module V
Persuasion-Please don’t smoke.
Please speak slowly
Praise – This pictorial is very beautiful
Opposites e.g. Clean-Dirty, Little-More, Old-New, Young-Old, Easy-Difficult, Boy-Girl, Black-White, Big-
Small, Slow-Fast … etc.
Talking about studies and classmates
Use of “it doesn’t matter”
Enquiring about a student, description about study method.
Grammar: Negation of a sentence with a verbal predicate.
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:
 “Elementary Chinese Reader Part I, Part-2” Lesson 21-30

START UP VENTURES AND SMALL BUSINESS MANAGEMENT
STRATEGIES
Course Objective:
 To familiarize you with the essential requirements for the successful management a small and medium size
business in the North American and international markets,
 To understand how to acquire, control, and use all necessary resources to build a growth oriented SME by
improving your ability to analyze, articulate, present, and defend various business decisions. It is important
to recognize that no one course of action is necessarily correct nor the best.
 To develop competencies associated with innovative management in business environments where
uncertainty and lack of adequate resources are typical,
 To create a "can do" and "make it happen" attitudes toward working in and operating small and medium
size enterprises and to challenge your current thinking and assumptions about what works and why in these
types of firms.
 To improve your written and oral presentation skills by better organizing your thoughts and expressing
them clearly, concisely, and persuasively.
 To expose you to owner/managers of SME's, professionals involved with SME's, and these types of
businesses based in Miami, south Florida, and internationally.
 To apply a variety of tools and concepts including organizational and work flow analysis, economic trends
analysis, opportunity recognition, and financial analysis for reaching and making effective management
decisions in the holistic context of a SME.
Course Contents:
Module I
-orientation to small business and the course
-issues facing small businesses in the 21st century
-consulting to the small/medium size firm
Module II
-strategic planning for the sme: planning is more than just writing a plan
-developing competitive survival and growth strategies for small business
-hiring and firing: human resources as the biggest asset
Module III
-the role of the family in sme's
-small business marketing and public relations niche versus frontal assault
Module IV
-compensation planning and financing the sme
-financing the sme and how to harvest or extract money from a business
-local government & the small business owner
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

There exists a number of publications, both academic and professional, on entrepreneurship and small business
management. Students are expected to become familiar with the research literature in order to develop insights,
analytical skills, and to your effectiveness as an entrepreneur. Each student should become familiar with
appropriate research in the following:
 Frontiers of Entrepreneurship Research
 Journal of Business Venturing,
 Harvard Business Review
 Entrepreneurship and Regional Development
 Journal of Small Business Management
 Family Business Review , Inc.
FAMILY ENTERPRISES: ISSUES AND SOLUTIONS
Course Objective:
This course addresses many of the unique situations family businesses face. These topics range from successor
ship and family dynamics to continuity planning and strategic performance. The course will benefit family
foundations and family investment offices, family firm successors, entrepreneurs, consultants and advisers, and
investors for the following reasons: Leading consulting firms are developing family business practice areas. The
class will involve case discussions, guest speakers, field and research assignments, and class presentations of
new ideas in family enterprises
Course Contents:
Module I: Family Business
Lessons from Human Behavior Intertwining Strategic Management And Family Business
Family Business Boards of Directors and Corporate Governance of the Family Firm Power Struggles in the
Family Firm
Module II
Historical & Cultural Perspectives on Understanding the Family Firm Effective Governance and the Family
Business, Capital Structure of Closely Held Firms Cash, Growth, and The Family Business
Module III: Developing Effective Governance

Tools for the Family Business Understanding the Complex Relationships between Family, Business and
Ownership Issues In Closely Held and Family Owned & Managed Business Behavioral Issues In Closely Held
and Family Owned & Managed Business
Module IV
Using MBA & Engineering Students to Develop and Write Effective Cases on Family Business &
Entrepreneurial Issues Estate Planning Issues Being the Outsider in a Family or Closely-held Business Course
Orientation on Issues In Family Owned & Managed Business
Module V
Involving Non-Family Members of the Firm Power Struggles in the Family Firm Issues of Succession in a
Family Firm Valuation of the Closely Held Firm the Changing Role of Women in the Family Firm.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Managing Family Business, Sudipt Gupta
References:
 Dr. Alan Carsrud, Family Business Management Division, University of Florida.
 John L. Ward, Perpetuating Family Business, www. John L Ward. com
 Aruna Kaulgud , Entrpreneurship Management,
MANAGING ENTERPRISE GROWTH AND SUCCESSFUL EXIT
Course Objective:
This course focuses on developing a tiny organization into a successful professionally managed organization.
When it is feasible for a entrepreneurial venture to exit from the business
Course Contents:
Module I
Scope, focus, and requirements, managing the emerging enterprise.
Module II
Changing goals, roles and responsibilities and setting the direction
Module III
Desire for growth and ability to manage the growth; entrepreneurs and great managers: concept of organizational
life cycles; family business issues.
Module IV
Placing a value on a business and why it matters in entrepreneurship: Approaches to valuation: quantitative and
qualitative issues, structuring the deal; negotiable terms and negotiating issues, purchasing a business.
Module V
Choosing your exit strategies. Successful exit routes. Harvesting firm’s value; Process and results.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 R. Baron and S. Shane, 2004, Entrepreneurship: A Process Perspective, Thomson/ Southwestern.
References:
 Butler, J.E, 2001, E – Commerce and Entrepreneurship, Information Age
 Chell, E. Haworth, J .M & Brearley, S. S, 1991, The Entrepreneurial Personality: Concepts, Cases And
Categories, Lomnon: Routledge
 Drucker, P, 1985, Innovation and Entrepreneurship, Heinemann
 Hisrich R, 2002, Innovation and Entrepreneurship, Mc Graw Hill
 Kao, J, 1995, Entrepreneurship, Prentice-Hall
CORPORATE CRISES AND RESTRUCTURING
Course Objective:
The focus for this course, however, will be on how companies make mistakes that lead to crises, and what
strategies they can use to manage the situations.
The business world has been rocked by a series of scandals over the last two years, starting with the bursting of
the Internet bubble, and moving on to problems in the telecomm industry all of which have greatly affected
several other leading companies. While much of the news has centered around allegedly fraudulent activities, a
much bigger story is at work that has not been given the attention it deserves.
Companies have been failing for some time, and most of the time the reasons come down to misguided strategy,
weak leadership, and inept corporate communications. Yet beyond such generalities the underlying reasons for
corporate crises, mistakes, and failures have not been well documented. At the same time, much of the
curriculum in a business school focuses to some extent on best practices. Much less attention has been directed
toward worst practices, despite the common intuition that some of the best learning comes from understanding
why mistakes occur. This course is designed to address this need.
Course Contents:
Module I
The rise and fall of companies, Why Smart Executives Fail, Mistakes in Innovation and Change, Learning from
Mistakes
Module II
Why do leaders go wrong? Corporate Crises and Mistakes, Corporate Social Responsibility and Business
Strategy in Connection, Perceptions of Corporate Social Responsibilities: A Cross Cultural Comparison,
Organizational Defensive Routines
Module III
Introduction to corporate financial restructuring, Force driving the Corporate Restructuring, Restructuring Debt
& Equity to create corporate value.
Module IV
Financial restructuring techniques divestitures, spin-offs, equity carveouts, tracking stock, rollups, leveraged
recapitalizations, and leveraged buyouts (LBOs)
Module V
Restructuring of financially distressed firms. BFIR Sick Firms, issues involved in restructuring firms.
Module VI
The financial, strategic, and business issues surrounding corporate restructuring.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:
 Patrick A. Gauham , 2002, Merger, Acquisition & Corporate Restructuring by, 3 rd Edition, John Willey &
Sons
CONSUMER BEHAVIOUR AND ENTREPRENEURIAL
MARKETING
Course Objective:
To develop a managerial understanding of the consumer behavior and use the knowledge to adopt appropriate
marketing strategies.
Course Contents:
Module I: Understanding Consumer Behaviour
- Introduction: Definition & Scope of Consumer Behaviour
- Consumer Behaviour & Decision making are interdisciplinary.
- Interpersonal Influence
- Demographic, Psychographic and CB relationship
Module II: Consumer Research

- Researching the Consumer
- Consumer Research Process
Module III: External Influences on Consumer Behavior

- Culture & Subculture
- Social Class - Lifestyle Profiles of the Social Classes,
- Group Influence ---- Understanding the power of Reference Groups
- Household Consumption Behavior--- Family Decision Making & Consumption Related
Roles
Module IV: Internal Influence on Consumer Behavior

- Needs & Motivation--- Dynamics of Motivation
- Learning--- Behavioural Learning Theories
- Personality Factor--- Theories of Personality, Brand Personality, Self& Self Image
- Attitude--- Structural Models of Attitudes, Attitude formation, Strategies of Attitude
Change
- Perception --- Dynamics of Perception, Consumer Imagery.
Module V: Cross Cultural Consumer Behaviour: An International perspective

- Cross- Cultural Consumer Analysis
- Alternative Multinational Strategies
- Cross Cultural Psychographic Segmentation
- Marketing Mistakes
Module VI: Consumer’s Decision – Making Process

- Dynamics of Opinion Leadership
- Diffusion of Innovations
Module VII: Consumer Decision Making & Beyond

- Consumer Decision Making Process
- Consumer Decision Making Models
- Problem Recognition & Decision Making
- Post-Purchase Behavior
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Shiffman & Kanuk, Consumer Behavior by Prentice Hall
References:
 Peter, J.P. Olson, J.C. and Grunert, K.G., (1999) Consumer Behaviour and Marketing Strategy, European
Edition, McGraw Hill.
 Solomon, M., Bamossy, G. and Askegaard, S., (1999), Consumer Behaviour: A European Perspective,
Prentice Hall.
 Hoyer, W. and MacInnis, D. (2000) Consumer Behaviour, 2nd Edition. Houghton Mifflin.
 Hawkins Best Coney (Aug 2000). Consumer Behaviour Building Marketing Strategy, McGraw Hill 8th
International Edition.
 Foxall, Gordon R., Goldsmith, Ronald E., Brown, Stephen. (1998) Consumer Psychology for Marketing.:
Second Edition Thompson Business Press.
PRODUCT AND BRAND MANAGEMENT

Course Objective:
The course aims at preparing students to develop and apply analytical, decision making and planning concepts
and tools for a career as marketing, brand and product managers.
It will expose student to contemporary issues in new product development and brand management, faced by
firms operating in competitive markets. This includes product policy, selection of products market strategies,
and managing innovations, creating and managing brand equity, brand extensions and developments affecting
the future of branding.
Course Contents:
Module I: Introduction to Product Management
Product definition
Product Hierarchy
Product Classification
Product Management
Product Planning
Product Lifecycle
Module II: New Product Development

Need for new products
Managing the new Product Development Process
New Product Marketing Strategies
Module III: Understanding Brands

What is a Brand?
How is it different from a product?
Branding Challenges and opportunities
Brand Image and Brand identity
Brand Positioning
Brand Essence
Brand Personality
Module IV: Managing Brands

Various Branding Strategies
Line Extension
Brand Extension
Multi-brands
New Brands
Co-branding
Branding Challenges
Brand /Product Failures
Managing Brands over Geographic boundaries and Market segments
Module V: Brand Equity

Meaning of Brand Equity
The Brand Equity Concept
Customer Based Brand Equity
Sources of Brand Equity
Brand Building Implications
Measuring Sources of Brand Equity: Capturing Customer Mindset
CRM and Brand Management
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

Text:
 Kevin Lane Keller, 2003,Building, Measuring and Managing Brand Equity, Prentice Hall of India Private
Ltd
References:
 David A Aaker, 1991, Managing Brand Equity, The Free Press
 S Ramesh Kumar, 2003, Managing Indian Brands, Marketing Concepts and Strategies, Vikas Publishing
House Pvt Ltd
 David A Aaker, 1996, Building Strong Brands by The Free Press
SALES AND DISTRIBUTION MANAGEMENT
Course Objective:
The purpose of this paper is to acquaint the student with the concepts which are helpful in developing a sound
sales and distribution policy and in organising and managing sales force and marketing channels.

Course Contents:
Nature and Scope of Sales Management; Setting and Formulating Personal Selling Objectives; Recruiting and
Selecting Sales Personnel; Developing and Conducting Sales Training Programmes; Designing and
Administering Compensation Plans; Supervision of Salesmen; Motivating Sales Personnel; Sales Meetings and
Sales Contests; Designing Territories and Allocating Sales Efforts; Objectives and Quotas for Sales Personnel;
Developing and Managing Sales Evaluation Programme; Sales Cost and Cost Analysis.

An Overview of Marketing Channels, their Structure, Functions and Relationships; Channel Intermediaries –
Wholesaling and Retailing; Logistics of Distribution; Channel Planning, Organisational Patterns in Marketing
Channels; Managing Marketing Channels; Marketing Channel Policies and Legal Issues; Information System
and Channel Management; Assessing Performance of Marketing Channels; International Marketing Channels.
Examination Scheme:
Text & References:
 Anderson, R. Professional Sales Management. Englewood Cliffs, New Jersey, Prentice Hall Inc., 1992.
 Anderson, R. Professional Personal Selling. Englewood Cliffs, New Jersey, Prentice Hall Inc., 1991.
 Buskirk, R. H. and Stanton, W. J. Management of Sales Force. Homewood Illinois, Richard D. Irwin, 1983.
 Dalrymple, D. J. Sales management: Concepts and Cases. New York, John Wiley, 1989.
 Johnson, E M etc. Sales Management: Concepts, Practices and Cases. New York, McGraw Hill, 1986.
 Stanton, William J etc. Management of Sales Force. Chicago, Irwin, 1995.
 Stern, Louis W etc. Marketing Channels. New Delhi, Prentice Hall of India, 1996.
 Still, Richard R., Sales Management: Decisions Strategies and Cases, Prentice Hall.
SERVICES MARKETING
Course Objective:
Ever after the postindustrial era, services have grown immensely owing to the dynamic technical, economic,
political, social and competitive environment. The understanding of the concepts of services is very critical as
they now form the backbone of a healthy organisation.
The course aims to introduce the concepts of services and marketing of services. To draw a clear distinction
between products and services and further make the students understand the complexities involved in handling
services.
Course Contents:
Module I: Understanding services
Concept of Services
Distinction between products and services, goods- services continuum
Growth of service industries
Characteristics of services: The 4 I’s of services
Classification of services
Module II: Marketing Mix for Services

Product
Price
Place
Promotion
Process
Physical Evidence
People
Module III: Service Quality

Principles of Service Quality
Measuring Service Quality
The Gaps of Service Quality
Enhancing value by improving quality
Module IV: Customer Focus

Understanding customer expectations
Fundamentals of customer satisfaction
Understanding customer service
Monitoring and measuring customer satisfaction
Customer Retention: Complaint Handling and Service Recovery
Customer Loyalty
Module V: Marketing Strategies

Strategies for service marketing with respect to 4 I’s
Service Marketing Triangle: External/Internal/Interactive Marketing
Competitive Marketing Strategies
Managing Productivity
Module VI: Industry Trends

Hospitality
Banking
Telecom
Logistics
Others
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:
Text:
 Helen Woodruffe, Service Marketing
 Ravishankar, Service Marketing
References:
 Bidhi Chand, Marketing of Services
 Gupta and Rampal, Service Marketing
 Adrian Payne, The Essence of Service Marketing
 Harsh V. Verma, Marketing of Services, Strategies for Success
 Cook D & Wallers, Retail Marketing, Theory & Practical
 Mc Goldrick, P.J., Retail Marketing, Tata Mcgraw
 Cox R & Bittain, P., Retail Marketing, London Bitten
 David Gilbert, Retail Marketing Management, Peasons Education
MANUFACTURING PLANNING AND CONTROL
Course Code: MELOM 20301 Credit Units : 03
Course Objective:
The aim of this course is to develop the understanding of the various techniques of manufacturing management.
The objective is to acquaint the student the approaches to manufacturing management.
Course Contents:
Module I: Introduction to Manufacturing
Functions of manufacturing; Industrial Engineering; Production & Productivity; Maintenance Management;
Methods improvement & work simplification; Work measurement & Production standards.
Module II: Production Process, Analysis & Planning

Preplanning analysis; Capital Investment; Product Mix; Capacity Planning; Revenue budget & cost of
production; Profitability analysis; Break-even analysis; Assembly line balancing; Resources planning &
leveling.
Module III: Production Planning & Control

Production methods & Procedures; Production planning, Master forecasting, Planning-time, capacity,
scheduling & tracking, Materials Requirement Planning (MRP)
Module IV: Modern Trends

Lean manufacturing & Customization; Supply Chain orientation in manufacturing; TPM, JIT, Kaizen & six
sigma; Value Management; Environment-friendly waste management; Technology management.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Nair N.G., 2002 Ed., Production & Operations Management, Tata McGraw-Hill
References:
 Tony Arnold J.R. & Chapman N. Stephen, 2001, Introduction to Materials Management, Pearson
Education, Asia
STRATEGIC QUALITY MANAGEMENT
Course Objective:
This is multidisciplinary course and deals with the philosophy of Total Quality Management. The objective is to
introduce the TQM from leadership & operating managers, perspective. The course objectives are:
 To help identify the opportunities & issues of TQM implementation
 To study various processes, technologies, methods and approach to quality management
Course Contents:
Module I: Introduction to TQM
Basic concepts of TQM, History of Quality Revolution, Leadership policy, External leadership, Strategic
Planning – Strategic development process, Company Strategy, Customer & market Integration, Customer
Satisfaction Enhancement
Module II: Process Management

Management of product process, service process & support process, Supplier & partnering process, Managing
Change, Human Resource Development & Management, Work Systems, Training, education & development,
Employee well-being & satisfaction
Module III: Measurement & Continuous Improvement

Measurement of Quality, Performance Measures, Cost of Quality, Basic tools of continuous improvement,
Statistical application, Advanced improvement tools, House of Quality, Quality Function Deployment etc.
Module IV: Six-Sigma

Concept & understanding, Continuous improvement, Tools and techniques, problem resolution, Training,
Deployment and management of Six-sigma Organization.
Module V: Examination & Benchmarking

ISO 9000-2000, Malcolm Baldridge Examination, Quality Audit, Re-engineering, Benchmarks & Landmarks,
Best practices
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Rao & Carr, Total Quality Management
References:
 Oakland, J. S. 1997, TQM: Text with Cases, Butteworth – Heinmann
 Wankulu C.A., 1994, TQM: A Road Map, Tata-McGraw Hill India
 Ahuluwalia J.S. Lt. Gen. – Editor, 1997, Total Quality Management, Tata-McGraw Hill India
 Crosby P., 1990, Let us Talk Quality, Penguin Publications
 Davenport S., Kimberly & Others, 1996, Focused Quality, John Wiley Sons Inc.
TECHNOLOGY MANAGEMENT AND INTELLIGENT SYSTEMS
Course Objective:
(a) Understanding of the practical aspects of manufacturing technology, selection of processes,
infrastructure development and management of technological resources. Also understand the changing
environment and processes to ensure proper alignment
(b) Understanding the practical application of intelligent support systems enabled by IT to excel in
technology adoption
Course Contents:
Module I: Basic Precepts of Technology Management
Competition and Technology, Concurrent Engineering, Dimensions of technology
Module II: Developing Process Technology

Technology Strategy, Back office v/s Front office technology, Technology for manufacturing units, types of
technology
Module III: Technology Adoption Process

The dimensions of technology, Degree of Automation, Scale of Technology, Degree of integration, Process of
adoption & integration of technology
Module IV: Refining and Improving Technology

Process efficiency & effectiveness, Feedback systems, control systems, Reliability, Technology comparison,
tools of technology control, replacement of obsolete technology
Module V: Intelligent Systems

Business Intelligence, Data Warehousing, SAS
Module VI
Al, Expert Systems, ESS, MIS, IS
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Manufacturing Strategy: Strategic Management of Manufacturing Function, T. Hill (2nd Edition)
Macmillan.
References:
 John Wiley, Data Warehousing
PROJECT MANAGEMENT
Course Objective:
Project Management is a broad multi-level activity. The objectives of this course are to provide a thorough
understanding of its various essentials to the student. At the completion of the course the student should be able
to apply criteria of selection for identification of a project and carry out a rational appraisal. He should be able to
do planning and network scheduling, including the use of PERT. He should be familiar with project control
systems.
Course Contents:
Module I: Philosophy and Context of Project Management
Concept of Projects, Project Management, importance, Project Goals, Project Functions
Categories of Projects, Phases of Projects, 7S’ of Projects,
systems Approach, Systems Analysis, Life Cycles, System Development Cycle
Module II: Project Selection and Appraisal

Criteria for selection, identification of the project
Project appraisal: Technical appraisal, Commercial appraisal, Economic appraisal, Financial appraisal,
Management appraisal, Project approval, Creation of team, Role of the leader, Organizational structure &
Linkages
Module III: Project Planning and Organization

Planning steps, Master plan, Project Activity, Project Coordination, Scheduling Charts
Developing Work Breakdown Structure Schedule, Gantt Charts, Project Organization: Pure, Matrix, Mixed;
Project Team.
Module IV: Project Control

Control Process, Control as a Function of Management, Cybernetic controls, Go-No-go Controls, Post controls,
Project audit
Module V: Cost Estimation, Budgeting, Measurement of Risk

Cost Estimating Process, Risk analysis, Beta Coefficient, Capital Asset Pricing Model
Project Management Information System
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

Text:
 Nagarajan, Project Management, New Age
 John M Nicholas, Project Management for Business & Technology, Prentice Hall
 Meredith & Mantel, Project Management- A Managerial Approach, John Wiley
References:
 Harvey Maylor, Pitman, Project Management
 Harold Kerznor, Project Management, CBS
 Ramaraju Thirumalai, Project Management, Himalaya Publishing House
 Meredith & Mantel, Project Management: A Managerial Approach, John Wiley
MANAGEMENT IN ACTION – SOCIAL, ECONOMIC AND
ETHICAL ISSUES
Course Code: MELGM 20401 Credit Units: 04

Course Objective:
The course aims at bringing the students closer to reality by developing their understanding of the professional
prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid
discontinuous change in business environment. Integrative in approach, this course aims at developing not
theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change
and internal desire of management for stability.
Course Contents:
Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of
Management Consultancy, Skills-set Required for Management Consultants. Consulting and performance
counseling.
Module II: The Process of Management Consulting

Consulting Proposals. Identification and Definition of Problem, Fact-Finding Leading to Solution Development
and Implementation, Developing Strategic and Tactical Plans and Subcontracting, Pricing of Consultancy,
Acquiring and Developing Talents for Consulting.
Module III: In-house Management versus Management Outsourced

Why a Sense of Skepticism and Unease Towards Management Consultants. Cost versus Value of Advice,
Separating Consulting Success from Consulting, Disaster. Some Revealing Situations.
Module IV: Cross Cultural Management Systems and Processes

Types of organizational culture, Strength of organizational culture, Function of organizational culture,
Importance of culture to the organization, Cultural Models, Cross- Cultural Perspectives, Geert Hofstede and
Cross- Cultural Issues
Module V: Economic and Social Issues in Management

Adaptation to Changing Environment in General and Economic Environment in Particular, Economic Growth
and Change Areas, Emerging Opportunities in Various Sectors including Social Sector, Management Practice
and Cultural Issues, The global Political Situation, The Global Competitive Environment and the internal scene
in India, War Game.
Module VI: Ethical Issues in Management

Relationship among Various Stakeholders, Reasons for Conflict of Interests Among Stakeholders, Corporate
Governance and Ethics. Why Unethical Decisions Leading to Conflicts are Taken, Power and Politics,
Initiatives on Corporate Governance by the Governments.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Lt. Gen. Ahluwalia J.S., Editor, 1997, Total Quality Management, Tata McGraw Hill India.
 Bareus S.W. &Wilkinson J.W., 1994, Management Consulting Services, McGraw Hill, 2nd Edition.
References:
 Cadbury, Sir Adrian, “Ethical Managers Make Their Own rules”. Harvard Business Review, 65, September
/ October 1987.
 Cogner, Jay A, David Finegold and Edward E Lawler III, ‘appraising Boardroom Performance. Harvard
Business Review, January-February 1998.
 Drucker, Peter F. “Managing the Future: The 1990s and Beyond”. Dutton 1992
 Kumar Mangalam Birla Committee Report on Corporate Governance – “Legislation alone is not enough”,
“activating adult committees”. “Shareholder – friendly steps” - The Hindu, October 10, 1999.
 Parekh, Deepak S, “The Real Meaning of Corporate Governance”. Indian Management, August 1999.
 Paine, Lynn Sharp, “Managing Organizational Integrity”. Harvard Business Review, March – April 1994.
 Salmon W.J. “Crises Prevention’s; How to Gear up Your Board”. Harvard Business Review, January-
February 1993, pp 68-75.
 Sodarn, Dr. Kailash, “Transparency in Corporate Governance”, Indian Management Vol. 38, No.10.
October 1999.
 Cadbury, Sir Adrian, “The Company Chairman”, Director Books, Simon Schuster International Group
1990.
 Crosby, Philips. 1990, Let us talk Quality, Penguin Publications.
 Davenport S. Kimberly & Others. 1996 Focused Quality, John Wily Sons Inc.
 Eccles, R.G. and Crane, D.B. 1995, Doing Deals: Investment Banks at Work, McGraw Hill International.
MANAGING CORPORATE INTRAPRENEURSHIP
Course Objective:
The main focus is to build intrapreneurs mindset in manager to think differently beyond the walls come out from
traditional managerial concept.
Course Contents:
Module I
Meaning of Corporate Intrapreneurship, Distinction between Entrepreneurship & Intrapreneurship, Need &
Importance.
Module II
Life cycle of Intrapreneur, Classification of Intrapreneur, Changing rate of traditional mangers
Module III
Stages of Intrapreneurial Team Development- Solo Phase, Network Phase, bootleg Phase Format Team Phase,
Changing Environment for corporate Intrapreneurs, Implications & Future for Intrapreneur
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Raymond W Y Kao, Tan Wee Ling, Entrepreneurship and Enterprise Development in Asia, Prentice Hall
References:
 Mary Coulter, Entrepreneurship in Action, Prentice Hall.
DISSERTATION
Course Code: MELDI 20460 Credit Units: 09

BUSINESS COMMUNICATION - IV
Course Objective:
The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and
offers cultural communication challenges. This course is designed to inculcate transcultural communication
skills among the young Amitians.
Course Contents:
Module I: Importance of Culture in Communication
Principles of effective cross cultural communication
Developing Communication Competence
Module II: Barriers to effective communication

Sender, Receiver and Situation related barriers
Measures to overcome the barriers
Listening skills
Module III: Cross cultural communication

Characteristics of culture
Social differences
Contextual differences
Nonverbal differences
Ethnocentrism
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.
Text & References:

 Business Communication for Managers: An Advanced Approach, Penrose,Thomson
BEHAVIOURAL SCIENCE - IV
(PERSONAL AND PROFESSIONAL EXCELLENCE)
Course Objective:
Build and leverage your professional reputation
Maintain focus in pressure situations
Make a balanced choice between professional and personal commitments
Course Contents:
Module I: Individual, Society and Nation
Individual Differences and Dimensions of Personality
Socialization Process
Relating to the Nation: Values, Culture, Religion
Sense of pride and Patriotism
Managing Diversity
Module II: Components of Excellence

Personal Excellence:
Identifying long-term choices and goals
Uncovering the talent, strength & style
Analyzing choke points in your personal processes by analysis in area of placements, events, seminars,
conference, extracurricular activities, projects etc.
Developing professional power: Goal-setting, time management, handling criticism, interruptions and time
wasters
Module III: Career Planning

Knowing one’s Interest and Aptitude
Identifying available Resources
Setting goals to maintain focus:
Developing Positive attributes in personality
Self-reliance and Employability skills
Module IV: Stress Management for Healthy Living

Meaning and Nature of Stress
Stages of stress
Causes and Consequences of stress: Personal, Organizational and Environmental
Personal Styles and strategies of coping
Module V: Professional Success

Building independence & interdependence
Reducing resistance to change
Continued reflection (Placements, events, seminars, conferences, projects extracurricular Activities etc.)

Text & References:
 J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer
& Company
 Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College
Publishers
 Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi.
 Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi
FRENCH - IV
Course Objective:
To strengthen the language of the students with both oral and written
To provide the students with the know-how
 to master the tenses – present, past and future
 to express emotion
 to accomplish simple tasks of day-to-day programmes
 to prepare résumé
Course Contents:
Unité 7: pp. 106
Rédiger un résumé (Cf. Campus 2 – P.6, Français.Com, Intermédiaire- p.98)
Passer un entretien d’embauche. Français.Com, Intermédiaire – p.100
Contenu lexical: Unité 7: Tranches de vie

1. évoquer un souvenir
2. raconter une histoire
3. rapporter des événements marquants d’une vie professionnelle
4. expliquer une situation de stress, donner son avis
5. faire des projets
Contenu grammatical: 1. formation de l’imparfait, chaque/chacun

2. emploi du passé composé et de l’imparfait
3. relatifs qui, que, où, mise en relief, indicateurs de temps : depuis, il y a,
pendant, pour, en
4. pronom en de quantité, propositions complétives : je pense que…, je crois que...
5. futur simple, pronom y
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:

GERMAN - IV
Course Objective:
available in Germany.
Introduction to Advanced Grammar Language and Professional Jargon
Course Contents:
Module I: Present perfect tense
Present perfect tense, usage and applicability
Usage of this tense to indicate near past
Universal applicability of this tense in German
Module II: Letter writing

To acquaint the students with the form of writing informal letters.
Module III: Interchanging prepositions

Usage of prepositions with both accusative and dative cases
Usage of verbs fixed with prepositions
Emphasizing on the action and position factor
Module IV: Past tense

Introduction to simple past tense
Learning the verb forms in past tense
Making a list of all verbs in the past tense and the participle forms
Module V: Reading a Fairy Tale

Comprehension and narration
Rotkäppchen
Froschprinzessin
Die Fremdsprache
Module VI: Genitive case

Genitive case – Explain the concept of possession in genitive
Mentioning the structure of weak nouns
Module VII: Genitive prepositions

Discuss the genitive propositions and their usage: (während, wegen, statt, trotz)
Module VIII: Picture Description

Firstly recognize the persons or things in the picture and identify the situation depicted in the picture;
Secondly answer questions of general meaning in context to the picture and also talk about the personal
experiences which come to your mind upon seeing the picture.
Examination Scheme:

Weightage (%) 15 15 10 60
Text & References:

SPANISH - IV
Course Objective:
To enable students acquire working knowledge of the language; to give them vocabulary, grammar, voice
modulations/intonations to handle everyday Spanish situations with ease.
Course Contents:
Module I
Revision of earlier semester modules
Introduction to Present Continuous Tense (Gerunds)
Module II
Translation with Present Continuous Tense
Introduction to Gustar, Parecer, Apetecer, doler
Module III
Imperatives (positive and negative commands of regular verbs)
Module IV
Commercial/ business vocabulary
Module V
Simple conversation with help of texts and vocabulary
En la recepcion del hotel
En el restaurante
En la agencia de viajes
En la tienda/supermercado
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:
 Español Sin Fronteras (Nivel – Elemental)

JAPANESE - IV
Course Objective:
To enable the students to comfortably interact using basic Japanese.
Note: Teaching is done in roman as well as Japanese script, students will be taught katankana (another form of
script) in this semester i.e. to be able to write all the foreign words in Japanese.
Course Contents:
Module I
Comparison using adjectives, making requests
Module II
Seeking permission
Module III
Practice of conversations on:
Visiting people, Party, Meetings, After work, At a ticket vending machine etc
Module IV
Essays, writing formal letters
Learning Outcome
 Students can speak the language describing above-mentioned topics.

 Handouts, audio-aids, and self-do assignments, role-plays.
 Students are also encouraged to attend Japanese film festival and other such fairs and workshops organized
in the capital from time to time.
Examination Scheme:

Weightage (%) 10 20 10 60
Text & References:

Text:
References:
CHINESE – IV
Course Objective:
How many characters are there? The early Qing dynasty dictionary included nearly 50,000 characters the vast
majority of which were rare accumulated characters over the centuries. An educate person in China can
probably recognize around 6000 characters. The course aims at familiarizing the student with the basic aspects
of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in
practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Dialogue Practice
Observe picture and answer the question
Pronunciation and intonation
Character writing and stroke order.
Electronic items
Module II
Traveling – The Scenery is very beautiful
Weather and climate
Grammar question with – “bu shi …. Ma?”
The construction “yao … le” (Used to indicate that an action is going to take place)
Time words “yiqian”, “yiwai” (Before and after).
The adverb “geng”.
Module III
Going to a friend house for a visit meeting his family and talking about their customs.
Fallen sick and going to the Doctor, the doctor examines, takes temperature and writes prescription.
Aspect particle “guo” shows that an action has happened some time in the past.
Progressive aspect of an actin “zhengzai” Also the use if “zhe” with it.
To welcome someone and to see off someone …. I cant go the airport to see you off… etc.
Module IV
Shipment. Is this the place to checking luggage?
Basic dialogue on – Where do u work?
Basic dialogue on – This is my address
Basic dialogue on – I understand Chinese
Basic dialogue on – What job do u do?
Basic dialogue on – What time is it now?
Module V
Basic dialogue on – What day (date) is it today?
Basic dialogue on – What is the weather like here.
Basic dialogue on – Do u like Chinese food?
Basic dialogue on – I am planning to go to China.
Examination Scheme:
Weightage (%) 10 10 20 60
Text & References:
 “Elementary Chinese Reader, Part-2” Lesson 31-38

MANAGERIAL STRATEGIC RELATIONSHIP
Course Objective:
The aim of this course is to develop the understanding of Managerial Strategic relationship based enterprise,
new language of relationships, relationship management framework and moving value closer to customers.
Course Contents:
Module I
The relationship based enterprise
The relationship based enterprise
The new language of relationships
The exchange space, the relationship management framework
Module II
Dialogue – An engaging conversation
What kind of relationship do companies want?
How do they faster them? How do they share control?
Module III
Discipline – About Choices of Management
Knowing one organization, moving value closer to customer, measuring performance
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

 Ray Mckenzie , Relationship – Based Enterprise published by Mc Graw Hill
LEADING CHANGE IN CLOSELY-HELD FAMILY COMPANIES
Course Objective:
Family-controlled private and public companies are the dominant form of enterprise worldwide, comprising
more than 90% of all businesses. They are currently undergoing intense competitive transition in form and
function and more than three trillion dollars of assets will change generational management during the next ten
years. This course is designed for those persons who desire to understand the distinct strategies and practices of
family-controlled companies and family wealth management. It will focus on shareholder decision making;
financial and market driven options for long-run competitiveness, organizational structures, and management
team issues; strategic planning from a resource-based perspective; transition planning for the corporate entity,
wealth, leadership and relationships; family dynamics and communication issues; and leadership empowerment.
The course is intended for those who plan to consult or provide professional services to family-controlled
companies and for those planning a career in their family firm. It will present both a theoretical framework for
understanding the family form of business organization and a practice perspective on consulting to family firms
and/or working as a family member in the family business.
Course Contents:
Module I
Introduction and background on the family/private firm. A strategic management models for the family and the
firm .Growing the family business, understanding the pattern of family business, family and board culture.
Module II
Meeting the challenges of destruction change.
Module III
The impact of culture on the family firm, Stakeholders perceptions of culture and management practices in
family and family firms.
Module IV
Perceptions are reality: How family meetings lead to collective action. Communication skills and conflict
resolutions; getting things straight, conflict management strategies used in successful family businesses.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

[
Text:
 A Bakr Ibrahim & Willard H Ellis, 1994, Family Business Management: Concepts and Practices, Published
by Kendall/hunt Publishing Company.
References:
 Butler, J.E, 2001, E – Commerce and Entrepreneurship, Information Age
 Chell, E. Haworth, J .M & Brearley, S. S, 1991, The Entrepreneurial Personality: Concepts, Cases And
Categories, Lomnon: Routledge
 Drucker, P, 1985, Innovation and Entrepreneurship, Heinemann
 Hisrich R, 2002,Innovation and Entrepreneurship, Mc Graw Hill
 Kao, J, 1995, Entrepreneurship, Prentice-Hall
MANAGING A GROWING BUSINESS
Course Objective:
From start up enterprise to mature corporation an entrepreneurial firm passes many stages. This course
highlights what must be accomplished during each stage to ensure continued development and provides
practical guidance for implementing management systems.
Course Contents:
Module I
A Framework for developing successful organizations.
How to build successful companies, identifying and surviving the first four stages of organizational growth.
Recognizing growing pains and assessing the need for change
Module II
-The new venture in expansion stage
-The professional stage
-The consolidation stage
Module III
Mastering the tools of Professional Management
-Strategic Planning
- Organizational Control System
- Effective Leadership
- Corporate Culture Management
Module IV
Role of Entrepreneur in a growing and changing company
- Managing the advanced stage of growth
- The transition CEOs must make to survive beyond the entrepreneurial stage
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Erric G. Flamholtz & Y Vonne Randle, Growing Pains by Published by: Jossey Bass
References:
 Craig Hall, Responsible Entrepreneur Published by Career Press Franklin Lakes, NJ
 Leonard A. Lavder, The Committed Enterprise Published by ButterNorth Heinemann
 S J Phansalker, Making Growth Happen Published by: Response book
CORPORATE CULTURE AND INTRAPRENEURSHIP
Course Objective:
The aim of this course is to develop an understanding of issues related to corporate culture, entrepreneurship set
up, requirements and understanding the methods leading to cultural advancements and handling of future
challenges in intrapreneurship.
Course Contents:
Module I
Meaning Corporate Culture, Basic Distinction between corporate culture & Entrepreneurship setup, Linkage of
risk involvement.
Module II
Importance of Intrapreneurship in Corporate sector, Major investment in corporate cultures, Issues in
Intrapreneurship & Requirements.
Module III
Global Economy & Cultural diversity, Training of culture advancement, setting up linkage, future challenges in
intrapreneurship , outcomes of diversity.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:
 Siropolis, Entrepreneurship & Small Business Management.

 Mark D. Csordos, Business Lesson for Entrepreneurship.
ENTREPRENEURIAL MANAGEMENT IN TURNAROUND
ENVIRONMENT
Course Objective:
The Entrepreneurial Manager is: The pursuit of opportunity beyond the resources currently controlled. When an
existing company is failing to achieve its financial plan and is on the verge of financial distress, there is the
potential for a great opportunity and there is also the possibility of a great failure. This course will focus on how
a manager can analyze the potential for opportunity in these Turnaround situations and how, if the decision is
made to pursue the opportunity, to develop a plan of action that will lead to the realization of value. The course
will show that Entrepreneurial behavior is not limited only to startup companies and small rapidly growing
companies.
Course Contents:
The course will be organized around the life cycle of a Turnaround. The first part of the course will address the
question of whether or not the company is worth saving. Like a battlefield surgeon the Turnaround manager
must decide where to spend time. Will this company fail no matter what the manager does, or will the
investment of time and resources exceed the income in the future even if the company survives? This section
will introduce various analytical techniques and procedures that will help the manager decide whether or not to
commit to the Turnaround.
Once the manager is committed to the Turnaround, the first step is to stop the negative cash flow. This will
require some quick and decisive action to increase the margins and reduce the overhead costs. The successful
Turnaround manager must focus on short term action plans to make the business healthy. Once this is
accomplished the manager may have the luxury to entertain longer term actions
If the manager is successful in stopping the negative cash flow, then it will be possible to address longer term
issues such as new product introductions and long range marketing efforts and to possibly attract additional
financing. This phase of the Turnaround will also look at building a stable management team that can lead to
growth and future profitability. Many of the managers that are attracted to this environment do not see
themselves as the managers in a stable environment. However, if there is to be value creation a team that can run
the company in the future must be put in place and a strategy and organization developed to offer long term
stability.
The first 20 sessions of the course will be primarily case oriented with some additional readings and some in
class speakers.
Students electing to write a report will spend the rest of the term on this project. The topics for reports will be
identified during the first part of the term by groups of students in 2 to 3 people teams. Teams will be self
organized and can review potential topics suggested by the instructor, however, each team will be responsible
for submitting a one page written proposal for review and approval before beginning work. It is expected that
most reports will be retrospective and discuss a successful Turnaround situation. However, a team may find an
ongoing Turnaround they wish to study or they may identify a situation where the Turnaround was not
undertaken after analysis indicated that the opportunity was not attractive. Reports may also focus on a
particular issue common to Turnarounds. The team will interview a set of practitioners for their opinion on this
issue and then generalize based on these field interviews There will considerable flexibility in defining a topic.
Student who chooses not to write a report will have 9 more sessions that will focus on Analytical Techniques
that are relevant in a Turnaround situation. Many of these sessions will be multiple day exercises where a
significant amount of data will be reviewed and analyzed to obtain useful information for the Turnaround
Manager. Some of the topics currently being considered are:
(1) Creating detailed Cash Flow Projections for a Manufacturing company in distress, and
(2) Using historical data to develop Customer and Product Profitability.
This section of the course will be refined in the coming months. Students selecting this option will take a final
exam which will be based on the topics and concepts covered in the first 20 sessions of the course.
This course will complement Creating Value through Corporate Restructuring because the focus will be on
operations and the role of management in creating greater asset value. If this is accomplished the ability to
financially restructure the liabilities and ownership of the company should be enhanced.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:
Text:
 Robert P. Hisrich & Michael P. Peters, Entrepreneurship, Tata McGraw Hill
References:
 Raymond W Y Kao, Tan Wee Ling, Entrepreneurship and Enterprise Development in Asia, Prentice Hall
 Mary Coulter, Entrepreneurship in Action, Prentice Hall.
 Dr. Aruna Kaulgad, Entrepreneurship Management , Thomson
CUSTOMER RELATIONSHIP MANAGEMENT
Course Objective:
The traditional marketing needs a new framework in the customer age. The concept of CRM is not new,
neighborhood retailers have been establishing genuine customer relationships, sincere bonds of trust and
familiarity that lasted for decades and passed from generation to generations. In the new knowledge society
managing customer relationships has become even more pertinent and needs a structured approach in
understanding the various facets linked with it. Therefore CRM today examines the observable, quantifiable
relationship building techniques and explains how they can be adapted for use by large, multinational
businesses. The emphasis is on enhancing life time value of customers and developing partnering relationships
with profitable loyal customers
The course aims to help our student managers understand the concept and practice of CRM, thereby inculcating
in them the “CRM MINDSET”, which in turn will enable them to occupy some of the positions like:
- Customer Care/ Customer Relationship Managers
- Call Centre Managers
In various B 2 B and B 2 C organizations.
To address these objectives, the course aims to:
Enhance the understanding of various strategic and tactical approaches, tools and support systems that
companies are implementing to develop effective relationship with key customers
- Develop Managerial insights into the role, value and prospects of CRM in the process of forming,
managing, measuring and enhancing customer relationships.
Course Contents:
Module I: Introduction to CRM - The CRM Promise

Concept & Philosophy of CRM
Rationale and Benefits of CRM
CRM as a process
Evolution of CRM
Emerging issues and future trends of CRM.
Module II: Managing Key Customers

Types of Customers
Definition of Key Account Management (KAM)
Defining and selecting key accounts
Planning, organizing and implementing strategies for key account management
Key Relationship Management
Module III: Creating Customer Value Through CRM

Customer Value
Customer Life time Value: Concept and Measurement
Measuring Equity in Customer Relationships
CRM Metrices
Module IV: Customer Experience Marketing

Types of CRM
Types of Customer Experience
5 Es of Experiential Marketing
A Framework for Experiential Marketing
Delivering Compelling Customer Experiences
EXQUAL-Instrument for measuring customers perception of ‘Experiential Quality’
Module V: CRM Strategies

Strategies for Customer Retention
Strategies for Service Recovery and Complaint Management
CRM Strategies for Key Relationship Management
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:
Text:
 Jill Dyche, 2001, The CRM Handbook-A Business Guide to Customer Relationship Management by
Pearson Education
 Anton , Customer Relationship Management: The Bottom Line to optimizing your ROI
References:
 Gosney JW, 2001, Customer relationship Essentials by Prentice –Hall India
 Swift,Ronald S, 2001, Accelerating Customer Relationships by,PHI
 Gureja,Gopal E, 1997, Creating Customer Value by Tata-McGraw Hill
 JN Sheth, Atul Parvatiyar ,G.Shainesh, 2001, Customer Relationship Management by Tata Mc GrawHill
 Brown,Stanley A, 2001, Customer Relationship Management by John Wiley& Sons
 Gardial,Woodruff, 2001 Latest Approaches to understanding Customer Values & Satisfaction, Infinity
Book
 Anderson ,Kristin, 2002, Customer Relationship Management by Tata McGraw-Hill
 Payne,Adrian,Woburn-Butterworth-Heinemann, 1996, Relationship Marketing
ADVERTISING AND SALES PROMOTION
Course Objective:
To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to
develop advertising strategies and plans and to develop the judgment parameters required in product
management, to evaluate advertising.
Course Contents:
Module I
The Ad Business, the Agency, Role of Research, Positioning, Campaign Development, Campaign
implementation.
Module II
Creating the Ad, Presentation, Media, Media Planning, Production Print, Production – other Media.
Module III
Event Marketing – Surrogate, Advertising etc., Sales Promotion – New Direction in Marketing, New Product
Launches, Concept Promotion Vs Existing Category Advertising.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 David Aaker, Advertising Management - Myers and Batra
References:
 Magazines – A&M, Brand Equity, Business World
 Wright, Winter, Ziegler, Advertising
 David Ogilvy, Trout and Ries, Advertising
 Sandage, Fryburger, Ratroll, Advertising Theory & Practice
 Strategic Brand Management, Creating and Sustaining Brand Equity Long term, 2001, Second Edition,
Kogan Page
SOCIAL AND RURAL MARKETING
Course Objective:
To understand marketing in rural India. To be aware of the success stories and failures in rural Indian
Marketing.
Course Contents:
Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of
marketing, profiles of urban/ customers and differences in their characteristics.
Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution
and trade management.
Module III
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.
Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques
for rural markets.
Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.
Module VI
Rural Market research and market information system and a glimpse of the future of rural marketing.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:
Text:
 Ram Krishan , Rural & Agricultural Marketing, Jenis Publication House
References:
 Raja Gopal, Development Policy Planning Practice, Rawat Publication
 Sanal Kumar, Rural Marketing, Sage Publication
NEGOTIATIONS AND BUSINESS GROWTH
Course Objective:
The objective of the course is to acquaint students understand the importance of negotiations in the growth of
business. Besides this, the students are expected to be oriented to various techniques of negotiation and
transactions.
Course Contents:
Module I: Negotiation – An Overview
Foundations of all Negotiations, Meaning & Need of Negotiation, Principles of Negotiation, Alternative
approaches, Developing of Negotiation Styles
Module II: The Planning Stage

Task Issues – Information, Concession Patterns, Power, Process Issues – Objectives, Sequence Planning & Long
term planning Fabric of a Negotiation
Module III: Mastering Negotiation

Mastering Competitive Negotiation with its phases, Mastering Persuasion, Power and Compromise, Mastering
commonly made mistakes in Negotiation, Mastering non verbal behaviors
Module IV: Dealing with problems in Negotiation

Finding Deviations, Inadequate planning and preparation, Dealing with planning problems, Relationship
Management & Failures to achieve
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Nierenberg, Juliet and S. Ross, Irene: The Secrets of Successful Negotiation, Duncan Baird Publishers
References:
 Evans, Eric: Mastering Negotiations, Viva Books Private Limited
 Scott, Bill; The Skills of Negotiating
 Reading Material: Colosi , Thomas : A Core Model of Negotiation
 Reading Material: Leritz , Len : Negotiating with Problem People
 Reading Material: C. Keiser, Thomas: Negotiating with Customer You can’t Afford to Lose
BUSINESS TO BUSINESS MARKETING
Course Objective:
The objective of this course is to evolve students understand & analysis intricacies in Business to Business
Marketing with an interactive approach to address various strategic issues involving People, Product &
Processes in Business to Business Marketing. This cause world prepare the student to face the future challenges
with strong conceptual background and make them aware of corporate performance, governance and services
ethics enabling them to become successful business mangers.
Course Contents:
Module I
Introduction to Business-to-Business Management, classifying customer, organizations and markets,
organizational buying and buying behaviour.
Module II
Segmenting, Targeting and Positioning, Planning and Positioning the value offering, Innovation branding and
competitiveness.
Module III
Business to Business Marketing,: Developing and Managing the Customer Relationship, Channel Relationships.
Module IV
Communication with the market, Business Ethics and Crisis Management.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Vitale, Giglierans, Business-to-Business Marketing Published by South-Nestern.
References:
 Don Peppess and Martha Rogess, One to one Business to Business Published by Currency Doubleday
 Victor L. Hunter, Business to Business Marketing, Published by NTC Business Books
 Arthur B Sculley & W. William A Woods, Business to Business Marketing Published by Harper Business
SUPPLY CHAIN MANAGEMENT AND LOGISTICS

Course Objective:
The aim of this course is to develop the understanding of the various components of the integrated supply chain.
The learning is focused on developing the supply chain to suit domestic as well as global markets.
Course Contents:
Module I: Introduction of Logistics & SCM
Evolution of Logistics and Supply Chain Management; Importance of SCM in the overall functioning of
organization; Customer Focus in Supply Chain; Developing Competitive Advantage through SCM by focusing
on customer satisfaction and corporate profitability.
Module II: Strategic Issues in SCM

Value chain and value delivery system; Facilities Decisions; Transportation Choices, 3PL & 4 PL; Role,
Objectives & Policies of Purchasing in Supply Chain; Vendor Relationships; Distribution Channel Design;
Information Flow in Supply Chain; Strategic Alliances & Inter-corporate cooperation.
Module III: Functional Roles in SCM

Marketing; Sales; Forecasting; Customer Service; R & D; Production and Inter- functional coordination.
Module IV: Managing the Supply Chain

Benchmarking; Reengineering; IT Enabled Supply Chain Management; Application of ERP, JIT and Quality
Management; Value Engineering/Analysis; Retailing Management; Optimization of Supply Chain; Organization
Design; Performance Measurement in SCM.
Module V: SCM in Global Perspective

Global Markets - Motives and Development; Managing the International Supply Chain Operations; Supply
Chain Reconsideration to suit the Global Environment; Risk Involved in International Markets; Benchmarking
Global Supply Chains.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Gattorna J.L. & Walters D.W. 1996, Managing The Supply: A Strategy Perspective, MacMillan Business
References:
 Agarwal D.K., 2003, A textbook of Logistics and Supply Chain Management, MacMillan India Ltd.
 Mentzer John T., 2001, Supply Chain Management, Sage Publications, Inc.
 Sahay B.S. 1999, Supply Chain Management: For Global Competitiveness, 1 st Ed. MacMillan India Pvt.
Ltd.
SERVICE OPERATIONS MANAGEMENT
Course Objective:
The objective of the course is to understand the growing significance and impact of services on the growth and
economy and the scientific ways to run the operations so as to optimize the business and brand returns.
Course Contents:
Module I: Service as Strategy
Concepts and understanding, Brand significance and impact on businesses Nature of services and service
products, customer centric operations and building services for competitive advantage.
Module II: Building and Development of Service Systems

Standard and branded services, Technology impact, Design and development of service products and delivery
systems. Human Resource in Services
Module III: Operating Service Systems

Managing Demand and supply of services, Speed and quality of services, Total Quality Systems, Tools and
techniques for total quality and continuous improvements, Management and controls, Productivity and
performance measurements
Module IV: Service Business Model

Service Business model understanding and significance. Service Value chain Outsourcing and its management,
Service business and delivery network, connectivity and brand value creation through outsourced network
Module V: Building Customer Loyalty

Understanding and significance of customer loyalty. Creating loyal customers through services , Loyalty
tracking, Customizing services, segmenting services, taking services to the doorsteps of customers.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Gengiz Hakserver, Barry Rendes, Robert Russel & Robert Murdich, Service Management & Operations
References:
 Rust, Zahorik & Keiningham, Service Marketing
 Kenneth E. Clow & David L. Kurtz, Service Marketing
OPERATIONS MANAGEMENT AND STRATEGY
Course Objective:
The aim of this course is to develop an understanding of the role of operations strategy and various other issues
related to developing and incorporating of operation strategy and the methods by which best strategies can be
adopted and implemented.
Course Contents:
Introduction, Role and Objectives of Operations Strategy, Incorporating Operations Strategy in the Corporate
Strategy, Dynamics of process-product life cycles, Defining a Operations Strategy in Overall Environment,
Manufacturing Implications of Corporate Marketing Decisions.
Module II: Developing Operations Strategy

Principles and Concepts of Developing a Operations Strategy, Process of Operations Strategy Formulation,
Methodology of Developing Operations Strategy, Business Implication of Process Choice, Product Profiling,
Manufacturing Audit Approach, Manufacturing Restructuring, Infrastructure Development.
Module III: Implementation of Operations Strategy

Principles and Concepts of Focused Manufacturing, Involvement of Human Aspects, Effect of Technology
Advancement and Technology Management, Integration of Operations Strategy Planning and Technology
Planning, Pre-requisites of Organized and Focused Manufacturing Strategy & Unit.
Module IV: Redefining Operations Strategy

Value of Response Time and Product Variety in Operations Strategy, Management of Quality, Planning and
Controlling System, Accounting & Financial Perspectives and Manufacturing System, Improving
Manufacturing Process by Redefining & Restructuring Process Positioning
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Hill T. , Manufacturing Strategy: The Strategic Management of Manufacturing Function, 2nd Ed. MacMillan
References:
 Voss C.A. 1992, Manufacturing Strategy: Process and Contents, Chapman & Hall
 Samson D. 1991, Manufacturing and Operations Strategy, Prentice Hall
 Harrison M. 1993, Operations Management & Strategy, Pitman Publishing
 Slack, Chambers, Hardland, Harrison, Johnston 1995, Operations Management, Pitman Publishing
 Harvard Business Review Articles on Manufacturing Strategy, HBR
PROCESS ANALYSIS, APPLICATIONS AND IMPROVEMENT
Course Objective:
The objectives of this course are to familiarize students to carry out analysis of various manufacturing processes
with a view to achieve improvement in productivity and performance within the overall corporate objectives.
The student should become aware of the major process improvement methodologies and their application. The
course content lays emphasis on the organizational aspects of the manufacturing process instead of the
technological aspects.
Course Contents:
Module I: Manufacturing processes and interface
Processes and their functions, importance, objectives of analysis, methods, Interface with other disciplines,
Manufacturing cycle, stages and the criteria
Module II: Process selection

Product variety and volume, Product-process matrix, Production structures, Flow process , Continuous process,
Batch process, Job-shop, Cellular, Project. Flexible manufacturing systems
Module III: Examination of processes

Parameters of Examination, Lead-time, Set-up time, Throughput Cycle, Cycle time
Process cost, Quality, measures of process quality, cost of quality. Flexibility, measures of flexibility
Productivity, measures of productivity. Performance Measurement System
Module IV: Benchmarking

Reference points, Alignment with corporate objectives and Operations Strategy. Benchmarking various types.
Level of Competitiveness
Module V: Improvement methodologies

Group Technology, JIT, Lean Production, Kanban, Cellular Manufacturing, Theory of Constraints, Optimized
Production Technology, Concurrent Engineering, Business Process Reengineering, Agile Manufacturing, Virtual
Manufacturing
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Gideon Halevi Restructuring the Manufacturing Process, APICS Series on Resource Management
References:
 Nicholas, Competitive Manufacturing Management, Tata McGraw Hill
 Joseph S Martinich, Production and Operations Management, John Wiley
 Chase, Davis, Fundamentals of Operations Management, AquilanoIrwin McGraw Hill
 Gerhard J Plenert, International Operations Management, Copenhagen Business School Press
 James B Dilworth, Operations Management, The Dry den Press
WORLD CLASS MANUFACTURING SYSTEM
Course Objective:
The objective is to familiarize the students with WCM practices and their importance to enhance
competitiveness in international markets. The aim is to develop understanding about the practical aspects of
selection of process technology, management of technological resources and to make the students familiar with
the changes required in the operational technology with rapidly changing environment.
Course Contents:
Module I: WCM Introduction and Models
The evolution of WCM; First principles of WCM; Hall’s framework of Value added Engineering;
Schonbergers’ framework of WCM; Gunn’s model of WCM; Maskells’ model of WCM
Module II: Practices and Systems for WCM

Information Management Tools: Kanban; Bar Code; Materials Processing Tools: Flexible Manufacturing
Systems; Lean Production, Poka Yoke; Rapid Prototyping; Customer Interface; Supplier Interface; Quality in
WCM – Deming’s Approach; Shingo’s Approach; Knowledge Management
Module III: WCM in Practice

Real corporate world examples & exposure of WCM practices
Module IV: Product & Technology Management

Market research, brand strategy and market entry, new product development and market support, Managing
product development teams, Management of research & development, Strategic alliances and intellectual
property; Competition and Technology, Concurrent Engineering, Dimensions of technology; Technology
Strategy, Back office v/s Front office technology, Technology for manufacturing units, types of technology;
Degree of Automation, Process of adoption & integration of technology; degree of integration; Feedback
systems, control systems, Reliability, Technology comparison, tools of technology control, Replacement of
obsolete technology.
Examination Scheme:

Weightage (%) 10 10 20 60
Text & References:

Text:
 Richard J. Schonberger, World Class Manufacturing: The Lessons of Simplicity Applied (Hardcover)
References:
 Dennis P. Hobbs, Lean Manufacturing Implementation: A Complete Execution Manual for Any Size
Manufacturer

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Master of Business Administrator

(Entrepreneurship & Leadership)

Programme Code: MEL

Duration – 2 Years Full Time

AMITY UNIVERSITY UTTAR PRADESH

Amity University aims to achieve academic excellence by providing multi-faceted education

Components Codes Weightage (%)

SUMMER INTERNSHIP (8-10 WEEKS)

ENTREPRENEURIAL PROCESS AND BEHAVIOUR

Course Code: MELEL 10101 Credit Units: 04

Module II: Entrepreneurship Development

Module III: Growth and Development of Entrepreneurial Ventures

Module IV: Individual & Groups

Module V: The Entrepreneurial Organization

Module VI: Analysis of Entrepreneur and Entrepreneur Behavior

Components P-1 C-1 CT-1 EE

Text & References:

Course Code: MELEN 10101 Credit Units: 04

Module I: Nature and scope of economic analysis

Module II: An Analysis of the Objectives of a Business Firm

Module III: Macro Economics Principles - I

Module IV: Macro Economics Principles - II

Text & References:

Course Code: MELFN 10101 Credit Units: 04

Module II: Final Accounts

Module III: Financial Statement Analysis

Module IV: Accounts for Companies

Module V: Cost Accounting

Module VI: Common Issues and recent trends in Accounting

Components P1 C1 CT1 EE1

Text & References:

Course Code: MELOM 10101 Credit Units: 03

Module II: Summary Statistics

Module III: Forecasting Techniques

Module IV: Probability & Testing of Hypothesis

Module V: Decision Theory

Module VI: Linear Programming

Components P-1 C-1 CT-1 EE

Text & References:

Course Code: MELCS 10101 Credit Units: 03

Module II: DBMS

Module III: Management Information Systems

Module IV: Computer Networks:

Module VI: E-governance

Text & References:

Course Code: MELMK 10101 Credit Units: 03

Module III: Understanding Consumer Behaviour

Module V: Managing Competition

Module VII: Pricing Strategies

Module X: Marketing implementation

Components P-1 C-1 CT-1 EE

Text & References:

Course Code: MELEL 10102 Credit Units: 02

Components P-1 C-1 CT-1 EE

Text & References:

Course Code: MELEL 10103 Credit Units: 02

Module II: Developing the Entrepreneurial Plan

Module III: Financing new venture

Components P-1 C-1 CT-1 EE

Text & References:

Course Code: MELBS 10101 Credit Units: 01

Module II: Tools of communication

Module III: Barriers to Effective use of language