iv & v sem final syllabus 09 -11f

8/7/2019 IV & V sem final syllabus 09 -11F

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COURSE STRUCTURE

NEW HORIZON LEADERSHIP INSTITUTE

2009-11

Paper Code TRIMESTER IV Faculty

PGDM 401

PGDM M01

PGDM M02

PGDM M03

PGDM F01

PGDM F02

PGDM F03

PGDM H01

PGDM H02

PGDM H03

PGDM S01

PGDM S02

PGDM S03

Core PaperCorporate governance

Specialization MarketingConsumer BehaviourMarketing of Services

Rural Marketing

Specialization- FinanceSecurity Analysis and Portfolio ManagementManagement of Financial Systems

Organizational Finance

Specialization HRMHuman Resource DevelopmentPerformance Management

Strategic Human Resource Management

Specialization SYSTEMSDatabase Management System

Enterprise Resource Management

System Analysis and Design

Ms. Geetanjali Sharma

Ms Kerena AnandMr. Narayanan

Ms. Ramya Subramaniam

Mr PillaiSwamyDr. Biraj Kumar MohantyDr. Biraj Kumar Mohanty

Ms VijayalaxmiMs VijayalaxmiMr Dhruva Sen

Mr. K. Purushotaman

Mr. MuralikishoreMr. K. Purushotaman

TRIMESTER V

PGDM 501

PGDM M04

PGDM M05

PGDM F04

PGDM F05

PGDM H04

PGDM H05

PGDM S04PGDM S05

Core PaperStrategic Management

Specialization MarketingAdvertising and Brand Management

Marketing Strategies in Services

Specialization- FinanceFinancial Risk ManagementInternational Financial Management

Specialization HRMInternational Human Resources ManagementOrganizational Development

Specialization SYSTEMSE- Commerce Management

IT Project Management


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IV TRIMESTER

PGDM- 401- Corporate Governance

Course Objective: To explain the students importance of adopting to ethics for long term

existence of the organization

Topics:

Introduction - Meaning and Overview of corporate governance, Corporate Board: Attributes,Duties, Responsibilities, Liabilities. - Shaping Directorial Competence and Board Effectiveness,

Corporate Disclosure and Investor Protection. Recent theoretical development on corporategovernance. - Globalization and Corporate Governance

Models of Corporate Governance - Mechanisms of Corporate Governance. - Choice ofgovernance models - Governance issues and national cultures

Shareholders and Stakeholders -

Shareholder Rights -

Responsibilities of Shareholders -Minority Shareholders Protection - Stakeholder Protection - Influence of informal agrarian

institutions on stakeholder protection

Corporate restructuring and Responsibilities - Corporate Restructuring and Revival of Sick

Units. - Corporate Reputation, Corporate Legitimacy and Corporate Crime - Structure andIndependence of the Board - Responsibilities and Duties of the Board, Selection, Remuneration

and Evaluation of the Board, Board Committees - The Board and the Management - Legal issues

Corporate Governance Risks - Board and risks - Risk monitoring - Shareholders risks - Risk

Cycles

Corporate Social Responsibility - Meaning, Definition and Scope - Operationalizing CSR for

sustainable Development Responsibility of various stakeholders, perspectives and initiatives -

Environment and Ecology - Health and well being - Diversity and Human Rights - Community

Compliance checklist for Corporate Social Responsibility - Management - Market & WorkPlace - Regulatory framework, - Welfare, Safety& Social Initiatives - Community Initiatives -

Workplace Initiatives - Environmental Initiatives - Market Initiatives 7 Emerging Areas and

Trends in Corporate Social Responsibility - Business - Social - Environmental - Regulatory -

References :

y

Christine .A. Mallin, Corporate Governance , 2nd edition, Oxford, 2008.y C.V.Baxi, Corporate Governance, Excel books, 2007.

y Dr.S.Singh , Corporate Governance, Excel books, 2005.

y Kesho Prasad, Corporate Governance, PHI, 2006.

y Subhash Chandra Das, Corporate Governance in India, PHI, 2008.

y U.C.Mathur, Corporate Governance & Business Ethics, Macmillan, 2005.


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PGDM M01 Consumer Behaviour

Course Objectives: Understand the underlying behaviour of consumer in buying decisions.

Topics:

Introduction: Consumer behavior concepts dimensions of consumer behaviors ResearchProcess, application of consumer behavior knowledge in marketing decisions approaches to the

study of consumer behavior, conducting a Research Study

Consumer needs and motives : Personality and Consumer Behavior, Consumer Perception,Learning, consumer attitudes, Attitude formation and change, communication and Persuasion,

self image, ,Life style analysis, Key Determinants of Buyer Behavior and a Framework of BuyerBehavior, Consumer Motivation

Group dynamics and consumer reference groups: Family Life Cycle, Selected ConsumerGroups, Influence of Culture on Consumer Behaviour, Social class cultural and sub culturalaspects , cross cultural consumer behavior, Celebrity and Other reference groups..

Personal influence and opinion leadership: diffusion of innovations, consumer decision

making process, models of consumer decision process, Nicosia- Howard Sheth and Engel Kollatmodel, post purchase behavior, Consumer expectation and satisfaction, managing dissonance,

consumer loyalty, types of loyalty programs, Opinion Leaderships, Diffusion and adoptionProcess..

Consumerism : consumer protection, difficulties and challenges in predicting consumer

Behavior, online consumer behavior, organizational and industrial buyer behavior, consumerbehavior in Indian context, emerging issues.

References:

y Assael, Consumer Behaviour, Cengage Learning, 2007

y Blackwell, Consumer Behaviour, Cengage Learning, 2007

y C.N.Sontakki, Consumer Behaviour, HPH, 2006

y David L.Loudon, Albert J Della Bitta, Consumer Behaviour, McGraw Hill, New Delhi 2005.

y K.K.Srivastava, Consumer Behaviour in Indian Context, Goal Gotia Publishing Co, New Delhi 2004.

y Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education, New Delhi, 2006.

y Ms.Raju, Dominique Xavedel, Consumer behaviour, Concepts Applications and Cases, Vikas publishing

house (P) Ltd., New Delhi 2004.

y Consumer Behavior, Majumdar, PHI

y Leon G Schiffman, Leslie Lazer Kanuk, Consumer Behaviour ,PHI, 9 th edition.

y S.A.Chunawalla, Commentry On Consumer Behaviour, HPH, 2005


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PGDM M02 Marketing of Services

Course Objectives: To identify the dynamics of service marketing, apply marketing theories toservices and distinguish it from product marketing.

Topics

Introduction to Services Marketing: Definition Characteristics, product marketing andservices marketing Marketing environment of services in India, Fastest growing services,

Classifying services, Strategic Aspect of Service Marketing.

Marketing Mix in Services: 7 Ps of Service marketing- Product, Price, Place, Promoter, People,Process and Physical Evidence, Difference in handling the P s against the Products.

Launching a new service: Market Research, Demand Analysis, Segmenting, Targeting,

Positioning, Differentiating, Pricing in Services

Quality in Services: Identifying Quality Parameters, Delivery of Quality, Gap Analysis-Perceived and expected services, service encounter, Managing Demand and Supply,

Measurement of Quality in services, Customer Response, Customer Perception of Quality inservices,

Service Delivery: Role of the Employee as advisor and facilitator, Empowering service

employees, Role of Intermediaries, Role of Advertising, Personal Selling, Importance ofcommunication in Service Marketing.

Integrated Service Strategy: Growth Strategy, Quality Strategy, Performance Strategy for

Market Leaders, Challengers and Followers, Strategies for Niche Market, Service PerformanceParameters, Innovators

CRM: Concept of CR, CRM Issues, Customer Value, CRM objectives, Implementing CRM,Global Perspective of CRM,

References :

y Services Marketing Valerie Zeithaml & Mary Jo Bitner Tata McGraw-Hill

y Services Marketing, 3e Christopher Lovelock Prentice-Hall, International Edition

y Services Marketing Text & Cases Rajendra Nargandkar, Tata McGraw Hill

y Services Marketing, Dr.Shajahan, Himalaya publishing house


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PGDM - M03- Rural Marketing

Course Objectives: To develop understanding of the rural market in India, its typicality against the

Urban Market and application of marketing concepts to rural marketing.

Topics:Introduction: Definition, scope of rural marketing, concepts, components of rural markets,

classification of rural markets, rural vs. urban markets ,Rural marketing environment: How it isdifferent, occupation ,, income , location , expenditure pattern, literacy level, , infrastructure

facilities, rural credit institutions, rural areas requirement, problems in rural marketing, ruraldemand

Rural Consumer behaviour: Consumer buying behaviour models, Factors affecting Consumer

Behaviour, Social factors, Technological Factors, Economic Factors, Political Factors,

Characteristics of Rural consumer- Age and Stages of the Life cycle, Occupation and Income,Economic circumstances, Lifestyle, Personality and Brand Belief, Rise of Consumerism,Consumer Buying Process, Opinion Leadership Process

Rural Marketing Strategies: Segmenting, Targeting and Positioning,

Product Strategy :Introduction, Marketing Mix Challenges, Product concepts classification-FiveLevels Products, Classification of Products, Rural Product Categories, New Product

Development :Consumer Adoption Process, Product life cycle, Product Mix, , Branding ,BrandLoyalty Vs Stickiness Fake Brands- The Fakes Market, Strategy to counter fakes

Distribution Strategy: Accessing Rural Markets, Coverage Status in Rural Markets, Channels

of Distribution, Wholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last MileDistribution, Haats/ Shandies, Public Distribution System, Co-operative Societies Behaviour of

the Channel, Prevalent Rural Distribution Models-Emerging Distribution Models-Corporate SHG Linkage, Satellite Distribution, Syndicated

Distribution, ITCs Distribution Model, Petrol pumps and Extension counters, Barefoot agents,Agricultural agents, Agricultural input dealers, Other channels, Ideal

distribution model for Rural

Communication strategy: Challenges in Rural Communication, A view of CommunicationProcess, Developing Effective- Profiling the Target Audience, Determining communication

objectives, designing the message, selecting the

communication channels, deciding the promotion mix, Creatingadvertisement for rural audiences rural media- Mass media, Non-Conventional Media, Personalized media, Rural Media: The importance of

the two-step flow of communication MediaFuture of Rural Marketing: Introduction, Focused Marketing Strategies, Research, Glamorize

Rural Marketing, Public-Private Partnership, E-Rural Marketing


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References:

y Rural Marketing, Pradeep Kashyap & Siddhartha Raut, Biztantra

y Rural Marketing, T.P. Gopal Swamy, Vikas Publishing House,2/e

y Rural Marketing, Balaram Dogra & Karminder Ghuman, TMH,1/e

y Rural Marketing, Sanal Kumar Velayudhan,2/e, Response, SAG Publication

y Rural Marketing U.C.Mathur, excel books

y Rural Marketing C.G.Krishnamacharyulu, Lalitha Ramakrishnan Pearson Education

y Rural Marketing Habeeb Ur Rahman HPH, 1/e, 2004

y Rural Marketing Sukhpal Singh Vikas Publishers

y Advertising & Marketing in Rural India- Tej K. Bhatia, Macmillan


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PGDM F01 - Securities Analysis and Portfolio

Management

Course Objectives: To provide the students a comprehensive orientation about equity research ,

capital market dynamics and portfolio management

Topics:Introduction : Concept of investment, nature and scope, objectives of financial investment,

investment options, Investment Process. Security Investment in India Primary market &Secondary Market, Legal Framework for secondary Market.

Valuation of Securities: Debt and Equity valuation concept and methods, Economic Analysis,

Industry Analysis and company Analysis, Market Indicators, Forecasting Individual StockPerformance, Arbitrage Pricing Theory, Managed Portfolio and Performance Measurement.

Economic and Industry Analysis : Economic Forecasting, Stock Investment Decisions,Forecasting Techniques, Alternative Industry Classifications Schemes, Key Characteristics in

Industry Analysis, External Source of Analysis for Industry Analysis.

Company Analysis: Measuring Earnings, Forecasting Earnings, Regression and Correlation inForecasting, Revenues and Expenses, Determining P/E Ratio, Projecting Dividends.

Portfolio Management: Concept of Portfolio Management, diversifying portfolio, Sharpes

single market model, Markowitz theory/ model, CAPM, SML, CML, phases of PortfolioManagement

References:

y Alexander, Sharpe, Bailley; Fundamentals of Investment, Pearson, PHI

y Dhanesh Kumar Khatri, Investment Management and Security Analysis , Macmillan, 2007.

y Fisher and Jordan, Security Analysis & Portfolio Management, Pearson, PHI, 2007

y Prasanna Chandra, Investment Analysis and Portfolio management, Tata McGrawHill, 2007

y Punithavathy Pandian, Security Analysis and Portfolio Management, Vikas Publication Pvt. Ltd., 2007

y Reilly, Investment Analysis & Portfolio Management, Thomson/Cengage Learning, 8/e

y S.Bhat, Security Analysis & Portfolio Management, Excel Books.

y S. Kevin, Portfolio Management, Prentice Hall India, 2008

y Investment Management, Maheswari, PHI

y VA Avadhani, Securities Analysis & Portfolio Management, Himalaya Publications, 2008

y VK Bhalla, Investment Management, S.Chand & Co


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PGDM F02 Management of Financial Systems

Course Objectives:

To make the students aware about the various financial institutions and familiarize the studentswith the operational policies and practices of commercial banks and other financial institutions

Topics:

Overview Of Financial Institutions : Structure of Financial Systems, Equilibrium in Financial

Systems, Financial development, Pre and Post Liberalization Scenario, Role of financial assetsand institutions in economic development

Indian Financial Systems : Banking, Insurance, Stock Market, Bond Market, Public Deposits,

Government Securities, Treasury Bills, Venture Capital Fund., microfinance, Mutual Funds, IPOand procedure of issue.

Commercial Banks Organization and Functions - Nationalized and Private Banks, Liquiditymanagement Theories, Central Bank Regulatory Framework of RBI, Management of loans

and deposits, interest rates, NPAs, Bank capital - adequacy norms, Profitability of CB,Investment and Asset Liabilities Management.

Evaluation of Performance Performance budgeting and Zero-base budgeting ROLE OF

DEVELOPMENT BANKS IN INDIA Overview, Operational policies and practices IDBI,IFCI, ICICI, SFCs, SIDCs, SIDBI, NABARD etc

.

Management Of Other Financial Institutions Investment institutions, Venture Capital,

Merchant Banking

References :y Dr Gurusamy S, Financial Markets and institutions, Thomas learning

y H.R Machiraju, Indian Financial Systems, Vikas Publishing House Pvt. Ltd.

y Meir Kohn, Financial Institutions and Markets, Tata McGraw-Hill

y L.M. Bhole, Financial Institutions and Markets, TMH , 4 th Edition.

y P.K. Srivastava, Banking Theory and Practice

y Pathak, Indian Financial Systems, Pearson Education

y R.M.Srivastava, Management of Indian Financial Institutions


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PGDM F03 Organizational FinanceCourse Objectives: To understand the dynamics of financial management of an organization inthe changing scenario of Business.

Topics :

Management Information and Reporting System Importance of the Management information and Reporting

System Considerations in Developing a Management Reporting Structure Levels of Management and their

Information Requirements- Developing a Management Information and Reporting System.

Divisional Performance Appraisal Reasons for Divisionalization Responsibility Centers, Revenue and

Expenses Centers, Administrative and Support Centers, Research and Development Centers, Profit Centers, Transfer

Pricing-Objectives, Methods and Administration.

Measuring and Controlling the Assets & Performance--Measuring Assets Employed, EVA, ROI, Consideration

in Measuring the performance of Managers, Evaluating the economic performance of the company , Preparation of

Budget, Nature of Budget, Budget Preparation Process, Behavioural Aspects, Calculating Variances, Variances in

Practice, Limitations in Variance Analysis, Performance Measurement Systems

Quantitative Techniques for Working Capital Management: Cash Management Models: Baumol Model and

Miller and Orr Model, Simulating a Cash Budget, Inventory Control- Perpetual Inventory System, JIT inventory,

Stock Levels, Input Output Analysis, Dynamics in inventory valuation

Proprietary Audit and Management Audit: Audit of Financial Propriety under Governemnt Audit, Management

Audit, Techniques, Departmental Management Audit, Cost Audit, Internal Audit, .

Corporate Taxation: Income Tax Act 1962, Heads of Income, Income from Business & Profession, Tax Planning,

TDS, Advance Tax, Assessment Procedure

References:

y A Mukherjee & M Hanif ,Modern Accountancy,TMH, 2nd Editiony Mark Grinblatt and Sheridan Titman, Financial Markets and Corporate Strategy, McGraw Hill, 2nd

ed, 2002

y Aswath Damodaran, Corporate Finance- Theory and Practice, John Wiley and sons,2004

y Ray H Garrison - Managerial Accounting, Concepts for Planning, Control, Decision Making BusinessPublications

y Charles T Horngren, Gary L Sundem, & William O Strantton , Introduction to Management Accounting,10e - Prentice-Hall, India

y P.Saravanavel, Management Control Systems, 2005, HPH

y Robert N Anthony & Vijay Govindarajan, Management Control Systems, 12th Edition, TMH

y Singhania, Corporate Tax Planning & Business Tax procedures, Jain Book Depot, 14 th Edition


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PGDM H01 - Human Resource Development

Course Objective: Understand the dynamics of Human Resources Development in anorganization and means and ways to enrich it.

Topics:

Introduction: HRD - A conceptual analysis - HRM and HRD - HRD Climate & Culture

Professional characteristic & competencies for HRD professionals - Emerging issues facingHRD Professionals

Learning and HRD : Learning principles & theories - maximizing learning - Individual

differences in learning process , Learning strategies and styles - Recent developments in

instructional and cognitive psychology, External & Internal factors that influence employerbehavior

Analysis of the role of Development: Performance review and counseling - Potential appraisal /Employee Empowerment Developing the person in the role/ Career planning, Career

Development & Career Strategy - - Assessment centre-career and succession planning/ QWL

Training and Development : Meaning and importance - Training process model, emerging

developments - Identification of training needs - Organizational analysis - Task analysis- person

analysis - Prioritizing HRD needs - Transfer of training - Issues-transfer process - Theories&strategies - Organization and work environmental factors that influence transfer of training.

HRD Audit and HR Accounting : HRD Audit: Interview , observation, Questionnaires - HRD

Score Card HR Accounting, Meaning and Process.

Strategic HRD:Concept of SHRD - SHRD system, process - HRD benefit forecasting model -

Managing HRD function effectively - HRD Scenario in Indian Organization: its problems and

prospects

References :y Biswanath Ghosh, Human Resource Development & Management , Vikas Publishing House , 2006

y Lalitha Balakrishnan, Human Resource Development, HPH.

y R Krishnaveni, Human Resources Development, Excel Publication.

yNair & Rao, Excellence through HRD, TMH, 2007.

y P.C.Tirupati , Human Resource Development, Sultan Publication, 2007.

y Silvera.D.M, Human Resource Development,

y Srinivas.R.Kandula, Strategic Human Resource Development, PHI, 2006.

y


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Course Objective: To appreciate and internalize management of human resources at strategicallevel and its importance for the organization.

Topics:

Strategic HRM Meaning and Scope, Business Strategy and Organizational Capability - Global

Environment of HR: Change and Diversity - SHRM: Aligning HR with Corporate Strategy -Concept of strategic HRM - Process of Strategic HRM

Formulating and implementing HR strategy - SHRM: Universalistic, Contingency and

Configurational Approaches - Strategic HR Planning Acquisition and Development - Corporate

Strategy and Career Systems - Managing Employee Relations: Unions and Strategic Collective

Bargaining - HR specialists as strategic partners - Strategic role of the Director

Strategy for improving Organizational Effectiveness - Strategies for organizationaltransformation - Transformation through leadership - Transformation program - Role of HR in

organizational transformation - Corporate Ethics, Values and SHRM - Competencies of HR

professional in a SHRM scenario

Change Process - Change models - Strategies for developing the employment relationship

Strategy For Managing Performance - Change, Restructuring and SHRM - Performance

management - Scope of performance management strategy - Process of performancemanagement - Evaluating the Effectiveness of SHRM

References :y Ashok Chanda, Shipa Kabra, Human resource strategy, Response books, 2006

y Dr. S.K.Prasad and Siraj, Strategic HRM, Institute of HRD, Bangalore, 2005

y Mello, Strategic Human Resource Management, Cengage Learning ( Thompson

y Michael Armstrong, Strategic human resource management, Koga Paye, 2nd edition, 2005

y Strategic Human Resource Management, Rajib Lochan, Excel Books

y S.K. Bhatia, Strategic Human Resource Management : Winning Through People:

y Concepts, Practices and Emerging Trends, Deep and Deep Pub.

y Srinivas R. Kandula, Strategic Human resource development,PHI,2004.

PGD M S01 -Database Management System


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improved efficiency , information integration for better decision making and faster response for

customer queries.

Topics:

Introduction : Role of the Enterprise in Implementing the ERP System, Brief History of ERP,

Advantages of ERP, Roadmap for Successful ERP Implementation

ERP, Best Practices and Related Technologies: Structure of ERP, Best Practices in ERP,

Styles of Manufacturing, Data Warehousing, Data Mining, Supply Chain Management,

Customer Relationship Management, Advanced Technology and ERP Securities.

ERP Vendor Analysis: SAP, ORACLE, BAAN, QAD-Mfg/Pro, J.D.Edwards, Ramco,

PeopleSoft, ERP Domain Expertise.

ERP Functional Modules: Functional Modules of ERP, Integration of ERP software ,

Manufacturing Module, Finance Module, MRP, Distribution Module, CRP, Master Production

Schedule (MPS).

ERP Implementation Process: ERP Implementation Approach, Business Process

Reengineering, Elements of ERP Implementation, Steps and Methodologies Implementation,

Problems in Implementation.

ERP Success Evaluation & Maintenance: Success Factors, Failure Factors, Implementation

Realities, Current market scenarios, Features of full cycle Indian ERP Implementation,

Customization in ERP, Prerequisites of ERP.

References:

y Rahul V. Altekar, Enterprisewide Resource Planning:Theory and Practice, PHI, 6 th Edition

y Alexis Leon, Enterprise Resource Planning, TMH, 2nd Edition

y Christina N Mapu, Chu-Hua Kuei, ERP and SCM, Chi Publishers

PGDM S03-System Analysis and Design


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Course Objective: To familiarize the students with the various concepts of system analysis,

design and planning

Topics :

Introduction : System Concepts and Information systems Environment, System Development

Life Cycle, Role of System Analyst

Planning : System Planning and Initial Investigation, Information Gathering, Tools of

Structured DFD, DD, Decision Tree, Structured English, Pseudo Code Analysis, Feasibility

Study, Cost Benefit Analysis

Process: Stages of System Design, Process of System Design, Input /Output and Forms Design,

File Organization and Database Design

Testing: System Testing and Quality Assurance, Implementation and Software Maintenance,

Hardware and software selection and computer contract, Projects Scheduling and software

Security: Software, Security, Disaster/ Recovery, Ethics in system development

References:

y Elias M Awad, System Analysis and Design, Galgotia Publication

y Hopper, George, Valacich, Panigrahi, Modern System Analysis and Design , Pearson Education

y James A Senn, Analysis and Design of Information Systems, TMH

y Rajaraman, Analysis & Design of Information System,TMH

y Whittten, Bentley, Dittman, System Analysis and Design Methods, TMH


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TRIMESTER V

PGDM 501 -Strategic Management

Course Objective: To understand the strategic management process from an integrated and

holistic view

Topics:

Introduction: Mission, Vision, Objectives, Strategy, Need and Challenges for strategicmanagement model, Learning organization, Role of Board of Directors and Top Management,

Social Responsibility of strategic decision making

Environmental Analysis : Internal and External, Analysis of Societal Environment Scanningthe external Environment, strategic Myopia, Industry analysis, Porters five forces model driving

industry, Competition, Forecasting, Organizational analysis, Value chain analysis , Scanningfunctional Resources,

Tools of Business Strategy: Situation analysis using SWOT tool, 7 s Analysis, Generatingalternatives strategies using TOWS matrix, GE Matrix, BCG Matrix, PEST Analysis,

Corporate and Functional Strategy: Directional Growth strategy, Merger & Acquisition,

Portfolio analysis Core competencies, Outsourcing, Marketing, Financial, Operation,R&D, Purchasing, Logistics, HRM and Information system strategies, Strategic choice and

Developing PoliciesGrowth Strategies: Merger and Acquisitions, Greenfield Expansion, Brown Field Expansion,

Collaboration, Joint Venture, Management Contract, Offshore Expansion. Diversification

Strategy Implementation: Developing program, Budgeting, procedure,Stages of corporate

Development. Types of organization structure *Staffing, Culture and Management to implementthe strategy

Evaluation and Control: *Measuring Performance, problem in measuring performance*Control and strategic audit

References:

y Ajit Prasad Extremely Short Cases on Strategic Management Excel Books 2003

y Arthur A Thompson A J Strickland John E Gamble Arun K Jain Crafting and Executing

y Strategy Concepts and Cases Tata McGraw- Hill Publishing 2006

y Azhar Kazmi Business Policy and Strategic Management Tata McGraw- Hill Publishing 2002

y Charles W.L. Hill Gareth R. Jones Strategic Management An Integrated Approach

y Biztantra An Imprint of Dreamtech 2004

y Colin White Strategic Management Palgrave Macmillan 2004

y Francis Cherunilam Strategic Management Himalaya Publishing House 1998

y Hill, Jones Strategic Management: An Integration Approach 6th Edition Wiley India 2007


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y John A Pearce Richard B Robinson Strategic Management Tata McGraw- Hill Publishing 2005

y Michael A.Hitt Robert E.Hoskisson R.Duane Ireland Management of Strategy Concepts and Cases

Cengage Learning 2007

y Parnell Strategic Management: Theory and Practices Wiley India 2007

y

Petter Fitzroy James M. Herbert Strategic Management Creating value in a turbulent World John Wiley &Sons 2006

y Robert A.Pitts David Lei Strategic Management Cengage Learning 2006

y S B Budhiraja M B Athreya Cases in Strategic Management Tata McGraw- Hill Publishing 1996

y Sukul Lomash P K Mishra Business Policy and Strategic Management Vikas Publishing House 2005

y Upendra Kachru Strategic Management Excel Books 2005

PGDM M04 Advertising and Brand Management

Course Objectives: To acquire knowledge on dynamics of advertisement and developunderstanding the concept and importance of branding for a product and an organization.

Topics:

Introduction to Advertising: Definition Nature role of advertising in modern business world

Advertising & marketing mix- advertising objectives-benefits-economic aspects-ethics inadvertising

Advertising Business: The Ad manager, agency Ad Plan, Organization of Ad agency-basicprinciples, public relations, Advertising Budget: Methods of Ad budgeting administering the

budget

Media Overview: Media plan, Media cost & Availability, matching media & marketgeographical selectivity, Media strategy Media mix, Media scheduling,

Advertising design: Advertising appeals, Advertising copy visualization & layout writing, Ad

copy in print broadcasting commercials copy writing for outdoor & transit media.

Brand Management: Definition & concept, brand image & imagery, Brand benefits and brand

value, Brand Association ,Brand personality & personification brand identity, brand positioning,Brand Building: Consumer products, consumer durables, services, Rural commodities, corporate

brand building, Retail branding

Brand leveraging: Brand equity, brand extensions, brand repositioning, Brand Valuation,Brand Success, Strategic success, product success, brand association and creating a brand niche

Brand Strategies Design & implementation of brand strategies, Global Branding, Globalbrands, global brand planning system, global brand leadership, cross country synergy


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References:y Shimp, Advertising and Promotion: An IMC Approach, Cengage Learning, 2007

y O Guinn, Advertising and Integrated Brand Promotion, Cengage Learning, 2006

y Williams. F. Arens, Contemporary Advertising, TMH, 2006.

y Batra, Myers and Aaker, Advertising Management, 5th edition, PHI, 2007.

y Larry.D.Kelley and Donald .W Jugenheimer, Advertising Media Planning: A Brand ManagementApproach, PHI, 2007.

Keller Kevin Lane, Strategic Brand Management-Building, Measuring and Managing, Brand Equity, 2nd edition,

PHI, 2007.

PGDM M05 Marketing Strategies in Services

Course Objectives: Identify area specific services and understand their unique marketing strategies.

Topics:

Service Areas: Financial, Hospitality, Health, Telecom, Consultancy, Logistics, Education, NGO, Public

Utilities, ITCS, Travel & Tourism, E-Services and Professional Services

Banking & Financial Services: Understanding Banking Instruments - Credit Card, Retail Banking, Debit

Card, Loan, fixed deposit, savings bank account and other instruments. Mutual Fund, Stock Broking.

Marketing of Financial Services: Market Potential, Charges and return involved in financial instruments,

Competitors in the Market, Segmenting on the basis of age, income, profession, Importance of Knowledge

based selling in financial services

Insurance Marketing: Players in the Market, LIC vs. Private Players, Policies and Schemes in Insurance,

New role of Insurance advisors, Insurance vs. other Investment Avenues, After Sales Services in

Insurance.

Travel and Tourism: Scope of Tourism in India, International and National Tourism, Promotion and

Segmentation in Tourism, Marketing Plan

Other Services: Marketing of Telecom, Logistic, E-Services and Consultancy, Differential Marketing,

Product Knowledge, Developing Strategy, Handling Sales Force

References :


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PGDM F4 Financial Risk Management

Course Objectives: To familiarize the students with risk, derivatives and related tools. To make

them aware innovations in the financial market, its mechanism and drawbacks.

Topics:

Introduction to Risk Management: Meaning of Risk, Uncertainty and Risk, Sources of risk,

Types of risk, Implications of various risks for firm & Management, Risk Return Trade off.

Risk Management Process : Evolution of risk management, Approaches to risk management,

Risk Management process, Derivatives and its mechanics, Tools : Hedging, forwards, and

futures, options and swaps and Hybrids; Clearing House, Accounting and Reporting

Forward Exchange Contracts: Concept, Features, regulations, calculation of forward rates, andexecution of forward contracts.

Futures: The fundamentals of futures contract; Overview, Types of futures, Mechanics of future

trading, Major characteristics, Exchange organization, Trading process, Price quotations,

Hedging and Speculation with Commodity futures, Interest rate futures, Currency futures and

Stock Index futures. Optimal hedge ratio, Pricing of Index Futures Contracts, Stock Index

Arbitrage,

Options: Overview, Generic options, factors affecting option prices, Types of options; Interest

rate options, Currency options and Trading strategies, Option pricing models, Options on futures

contracts and Exotic options; Investment Strategies, Covered Call Writing, Protective Put,

Straddles and Strangles, Spreads, Risk Associated with Options

Other Derivatives: Swaps: Swap terminology and structures of standard coupon and currency

swaps, Types of swaps, Mechanics of swap transactions, Application of swaps Weather

Derivatives, Hybrid derivatives.


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References:

y C. Jeevananandam, Foreign Exchange

y Dorfman.S.Mark, Introduction to Risk Management and Insurance , Prentice Hall India

y

Gupta S.L., Financial Derivatives, PHI

y Emmett J.Vaughan, Therese M.Vaughan, Essentials of Risk Management and Insurance, Wiley

y Dubofsky, David A Miller, Thomas, Derivatives: Valuation and Risk Management, Oxford University

Press

y J.C.Hull , Sankarshan Basu, Options. Futures and other Derivatives, Pearson

PGDM F5 International Financial ManagementCourse Objectives: To provide knowledge on global financial markets, instruments and various

strategies of hedging in international market, provide basic knowledge on international

economics, international trade, financing foreign trade and various intricacies connected

therewith.

Topics:

International Financial Management: Global Economy, International Financial Flows,

Significance of managing international fund, Issues involved in international finance.

International Monetary System: Balance of Payments, International Monetary System, An

Overview of International Financial Markets , IMF, World Bank, Formation of Trading Blocks

OPEC, European Community (EC), The North America Free Trade Agreement (NAFTA)

UNCTAD ,GATT, Subsequent WTO Developments, TRIPS, TRIMS,GATS

Financial Markets : FII, FDI, GDR, ADR, , International Bond Market, Choice of

International Funding, Legal Framework in India, Growth of FDI in India vis a vis China

International Trade Theories: Theory of Absolute Advantage - Theory of Comparative

Advantage - Heckscher-Ohlin Model - Imitation-Gap Theory - International Product Life Cycle

Theory., Parity condition in International Market: Purchasing Power Parity, Covered InterestParity, Real Interest Parity, Parity Conditions and Managerial Implications.

Foreign Exchange Rate Mechanism: Intricacies of foreign exchange market, Spot and Foreign

Exchange Rates, Quotation and Market Rules, Convertibility of rupee and its implications,

Factors affecting exchange rates, Forex forecasting- Time series forecasting models

Foreign Exchange Risk Management: Conceptual Overview, Nature of Exposure(Economic,


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Translation, Transaction) , Hedging and Speculation, Derivatives and Exposure Management-

Currency Forwards, Futures, options, swaps, interest risk management.

EXIM Policy: Historical Perspective-Objectives - Highlights of the Current Policy - Imports -

Classification-Import Licenses -Exports - Export Promotion Capital Goods Scheme (EPCG) -

Other Guidelines.

References:

y Vij Madhu, International Finance Management , Excel Books

y P.G.Apte, International Financial Management , TMH

y V.K.Bhalla, International Finance Management, Sultan Chand

PGDM H4 International Human Resources

ManagementCourse Objectives: Create understanding among the students on the challenge of Human

Resources Management in the global industrial scenario. Develop knowledge base andpreparedness to work in multinational companies.

Topics:

Introduction : IHRM vs. Domestic HRM, Managing HR activities in International

Organizations- HR Planning, recruitment and selection, Training and Development, PerformanceManagement, Remuneration, Repatriation and Employees Relation, Socio Political, Economic

Systems, US, UK, Japan and India- a comparative analysis.

International Recruitment and Selection: Approaches- Ethnocentric, Polycentric, Geocentric,Regiocentric Selection: Factors in Expatriate Selection- Technical Ability, Cross Cultural

Suitability, Family Requirements, and MNE Requirements.

HR Information System: Meaning, Need, Advantage and Use, Designing of HRIS,Computerized HRIS, Limitation HRIS, Computerized Skill Inventories, Global Talent Search

Managing HR in Virtual Organization: Meaning, Types of Virtual Organizations, and

Difference between traditional and virtual organizations, Advantages and Disadvantages,Features of Virtual Organizations, Managing HR in Virtual Organizations.

Globalisation and HRM: Impact of globalization on employment, HR Development, Wage and

Benefits, Trade Unions, Collective Bargaining, Participative Management and Quality Circles,Ethical Issues in HR, Changing Environment in HRM, Internal Factors- Human Resources of

Country, Changing Demands of Employer & Employees, External Factors Change inTechnology, Legal and Government, Social, Economic and Political Factors, Talent &

Knowledge Management.


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TQM and HR Management: Principles of TQM, Methods of Total Quality Management, HRM

& TQM, HR strategy to TQM.

References:

y N Sengupta & Moushumi S. Bhatacharya- International Human Resources Management- ExcelBooks

y S.Jayashree- What Every MBA should know about HRM- HPH

PGDM H5 Organizational Development

Course Objectives: This paper will equip the students to act as facilitators in organization for Change

and Development.

Topics:

Foundations of Organizational Development: Conceptual frame work of OD, History of OD,

First order and second order Change, Values, assumptions and believes in OD, characteristics of

OD, Participation and Empowerment, Teams and teamwork, Parallel, A normative-re-educative

strategy of changing, Applied behavioral science, Action research.

Managing the OD Process: Components of OD Process, Diagnosis, Action & Program

Management; Diagnosis: Diagnosing the System , Diagnosis using the Six-box Organizational

Model, Third Wave Consulting: The Action Component: nature of OD intervention, analyzing

discrepancies: The Program Management Component: Phases of OD Programs, model for

managing change, creating parallel learning structures.

OD Interventions: An Overview: A definition of OD and OD interventions - The major families

of OD interventions - classification schemata for OD interventions

Human process interventions: (individual, group and inter-group human relations): Individual

based: coaching, counseling, mentoring, training, behavioral modeling, delegating, leading,

morale boosting, motivation, etc., Group based: conflict management, dialoging, groupfacilitation, group learning, self-directed work teams, large scale interventions, team building,

and virtual teams. Inter group interventions.

Organization mirroring : third party peacemaking interventions, partnering Techno structural

(Structures, technologies, positions etc.,) & Strategic interventions: Techno structural: Balanced

scorecard; business process reengineering; downsizing and outsourcing;


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Personal, Interpersonal and Group Process Interventions: Employee Empowerment -

Sensitivity Training Laboratories - The Johari Window Model Transactional Analysis

Behavior Modeling Life and Career Planning Interventions Stress Management

Interventions. Scripts and games.

The Future and OD: Emerging Issues and Values - Future Trends in OD; macrosystem trends,interpersonal trends, individual trends - Future of OD

References:

y Organization Development, behavioral science interventions for Organization Improvement, Wendell

L.French, Cecil H.Bell, Veena, Jr, Pearson, PHI.

y Organizational Design and Development-Concepts and Applications-Dr. Bhupen Srivastava, Biztantra

y Organizational designs for excellence, Pradip N. Khadwalla, TMH, 2005

y Organization Theory & Design, Richard L Daft, Cengage Learning, 8th Edition.

y Organization Development, & Transformation, Managing Effective Change, Wendell L.French, Cecil

H.Bell, Jr, TMH

y Organizational, Design, and Change-Gareth R. Jones, 5th Edition, Pearson Education


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y Kalakota et al, Frontiers of Electronic Commerce, Addison Wesley, 2001.

y Greenstein Firsman, Electronic Commerce, Tata McGraw Hill, 1999.

y C.S.V. Murthy E-commerce-HPH

y Nabil Adam et al, Electronic Commerce Technical, Business and Legal

y

Issues. Prentice Hall. 1998.y C.S.Rayudu E Commerce, E Business-HPH

PGDM S05 IT Project Management

Course Objective: To acquire knowledge on Planning, Monitoring and Ad hoc control

mechanism involved in IT project management and understands its typicality against other

mainstream projects.

Topics:

Introduction: Uniqueness of IT Projects, Management Backdrop of IT projects, Project

Management Systems, Projects and Strategic Planning, Program Management and Optimizationof Resources

Project Planning & Process: Pre Project Scenario, Project Initiation, Developing Programs,

Organization Structure to Support the Project, IT product development Lifecycle, Dimension of

Project Management Process, Time, Cost and Risk Management in IT Projects, Project

Management Information Process, Project Organization

Project Execution: Configuration Management, Incorporating Quality in IT Project, Schematic

and Pareto Charts, Cost Control, EVA, Team Building, Software Development Orientation,

Prototyping, CPM, software Development Orientation, Project Management by Knowledge

Areas.

Project Monitoring and Control: Pre and Post Completion Evaluation of Project, Classification

of software testing tools, Recognition and Rewards, Tracking Risk in Project Management,

Performance Reporting and Review

Closing the Project: Input vs Output, Implementation observation, Project Success & Failure,


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Contract Closure, Approaches to overcome user resistance, Training for Implementation. Force

Field Analysis Technique

Inferences:

yS.A.Kelkar, Information Technology Project Management, PHI 2009

iv & v sem final syllabus 09 -11f

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