MBA MM Syllabus

DEVI AHILYA VISHWAVIDYALAYA, INDORE
PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE
MBA (Marketing Management)

CURRICULUM [NEW] AY2010-12
Semester
Code
List of Subjects
MM 101
MM 102
MM 103
MM 104
MM 105
MM 106
MM 107
MM 108
MM 109
FUNDAMENTALS OF MANAGEMENT
BUSINESS COMMUNICATION
ORGANIZATIONAL BEHAVIOUR
PRINCIPLES OF MARKETING MANAGEMENT
ACCOUNTING FOR MARKETING MANAGERS
INFORMATION TECHNOLOGY FOR MANAGERS
STATISTICAL METHODS FOR BUSINESS DECISIONS
RETAIL MANAGEMENT
COMPREHENSIVE VIVA VOCE
II
MM 201
MM 202
MM 203
MM 204
MM 205
MM 206
MM 207
MM 208
MM 209
HUMAN RESOURCE MANAGEMENT

FINANCIAL MANAGEMENT
OPERATIONS MANAGEMENT
QUANTITATIVE TECHNIQUES
E-BUSINESS FUNDAMENTALS
MARKETING RESEARCH
BUSINESS ETHICS AND MANAGEMENT BY VALUES
CUSTOMER RELATIONSHIP MANAGEMENT
III
MM 301
MM 302
MM 303
MM 304
MM 305
MM 306
MM 307
MM 308
MM 309
DEVELOPMENT AND MANAGEMENT OF INFORMATION SYSTEMS

SUPPLY CHAIN MANAGEMENT
MARKETING STRATEGIES
CONSUMER BEHAVIOUR
ADVERTISING, SALES PROMOTION AND PUBLIC RELATIONS
SALES MANAGEMENT AND MERCHANDIZING
FINANCIAL SERVICES
ENTREPRENEURSHIP
IV
MM 401
MM 402
MM 403
MM 404
MM 405
MM 406
MM 407
MM 408
MM 409
SERVICE MARKETING
RURAL MARKETING
INDUSTRIAL MARKETING
INTERNATIONAL MARKETING
DIRECT AND EVENT MARKETING
PRODUCT AND BRAND MANAGEMENT
ADVANCED IT TOOLS
MAJOR RESEARCH PROJECT / MARKETING DECISIONS
FIRST SEMESTER
MM-101 : FUNDAMENTALS OF MANAGEMENT
COURSE OBJECTIVE:
Objectives of this course are to help the students gain understanding of the functions and
responsibilities of the manager, provide them tools and techniques to be used in the performance
of managerial job, and enable them to analyze and understand the environment of the
organization.
EXAMINATION SCHEME:
The faculty member will award marks out of a maximum of 40 marks for the internal
performance of the student. The semester examination will be worth 60 marks. It will have two
sections A and B. Section A, worth 45 marks will consist of five theory questions, out of which
students will be required to attempt any three questions, and Section B will comprise of one or
more case(s), worth 15 marks.
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
Concept of Management: Functions and Responsibilities of Managers, Fayol's Principles

of Management, Management Thought; the Classical School, the Human Relations
School, Systems theory, Contingency Management, Developing Excellent Managers.
Planning: Nature and Purpose of Planning, the Planning Process, Principles of Planning,
Types of Planning, Advantages and Limitations of Planning.
Concept and Nature of Objectives: Types of Objectives, Importance of Objectives,
Setting objectives, Management by Objectives (MBO) Benefits and weaknesses of MBO.
Strategies and Policies: Concept of Corporate Strategy, formulation of Strategy, Types of
Strategies, the Strategic Planning Process, the TOWS Matrix, the Portfolio Matrix, Three
Generic Competitive strategies by Porter, Effective Implementation of Strategies, Types
of Policies, Principles of formulation of Policies, Decision Making Process, individual
Decision Making Models.
Organizing: Nature and Purpose of Organizing, Basis of Departmentation, Span of
Management, Determinants of Span of Management, Line and Staff Relationship, LineStaff Conflict, Bases of Delegation, Kinds of Delegation, Delegation and
Decentralization, Methods of Decentralization.
Controlling: Concept and Process of Control, Control Techniques, Human Aspects of
Control, Control as a feedback system, Feedforward Control, Preventive Control, Profit
and Loss Control, Control through Return on investment, the Use of Computer for
Controlling and Decision Making, the Challenges created by IT as a Control Tool.
TEXT READINGS:
1.
2.
Harold Koontz, O'Donnell and HeinzWeihrich (1992). Essentials of Management, New

Delhi, Tata McGraw Hill.
R. D. Agrawal (1995). Organization and Management, New Delhi, Tata McGraw Hill.
2
SUGGESTED READINGS:
1.
2.
Harold Koontz, HeinzWeihrich (1994). Management: A Global Perspective, New Delhi,

McGraw Hill, 10th Edition.
Robert Krietner (1999). Management, Houghton Miffin Co., 7th Edition.
MM-102 : BUSINESS COMMUNICATION

COURSE OBJECTIVE:
The objectives of the course are to help the students acquire the basics of interpersonal
communication and public speaking, so as to improve his communication skills and ability to
understand others.
EXAMINATION SCHEME:
students will be required to attempt three questions. Section B will comprise one or more case(s)
worth 15 marks.
COURSE CONTENTS:
1. Introduction: Defining Communication, Process of Communication, Communication Model,
Objectives of Communication, Principles of Effective Communication, Importance of
Business Communication, and Importance of Feedback.
2. Factors Affecting Communication: Perception and Reality, Physical, Mechanical and
Psychological Barriers to Communication, Effective Listening- Types and Essentials of
effective listening.
3. Channels, Types and Forms of Communication: Verbal, Non-verbal, Formal, Informal,
Internal, External and Communication Networks.
4. Designing for Effective Communication: Understanding the Composition Process, Defining
the Purpose, Analyzing the Audience, Establishing the main idea, Selecting the Appropriate
Channel and Medium, Transactional Analysis.
5. Fundamentals of Business Writing: Adaptation and Selection of Words, Construction of clear
Sentences and Paragraphs, Writing for Effect, Basic Patterns of Business Letters, Directness
in Good News and Neutral Situations, Indirectness in Bad News and Persuasive Messages,
Dealing with Print and Electronic Media.
6. Employment Messages: Writing Rsum's: Controlling the Format and Style, Tailoring the
Contents, Choosing the Best Organizational Plan, Writing the Perfect Resume. Application
Letters: Writing the Opening Paragraph, Summarizing the Key Selling Points, Writing the
Closing Paragraph.
7. Reports and Proposals: Using Reports and Proposals as Business Tools, Completing and
Writing Reports and Proposals.
TEXT READINGS:
1.
2.
3.
4.
William V. Ruch (1991). Business Communication, Maxwell Macmillan, New York.

Lani Arredono (1994). The McGraw-Hill 36-Hour Course: Business Presentation,
McGraw-Hill, New York.
Bill Scott (1995). The Skills of Communication, Jaico, Bombay.
Ronald E. Dulek and John S. Fielden (1990). Principles of Business Communication,
McMillan, New York.
MM-103: ORGANIZATIONAL BEHAVIOUR

COURSE OBJECTIVE:
Objective of this course is to help students to understand human Behaviour in organizations so
that they improve their managerial effectiveness.
EXAMINATION SCHEME:
students will be required to attempt three questions. Section B will comprise one or more case(s)
worth 15 marks.
COURSE CONTENTS:
1. Foundations of Individual and Organizational Behaviour: OB Models, PersonalityDeterminants and Attributes, Values, Job Attitudes, Learning and Learning Theories,
Perception Meaning, Process, Factors affecting Perception and Cognitive Dissonance
theory, Hawthorne Studies
2. Motivation: Needs, Contents and Processes; Maslow's Hierarchy of Needs, Herzberg's Two
Factor theory, ERG theory, Vroom's Expectancy theory, Reinforcement theory and
Behaviour Modification.
3. Foundations of Group Behaviour: Defining and Classifying Groups, Group Structure and
Processes, Process of Group formation, Group Decision Making, Group v/s Team, Team
Effectiveness, and Decision Making.
4. Leadership: Trait theories, Behavioral theories-- Ohio State Studies, Michigan Studies, and
Managerial Grid. Contingency theories-- Fiedler's Model, Hersey and Blanchard's Situational
theory, Leader-Member Exchange theory, Path Goal theory, Charismatic Leadership.
5. Conflict: Intra-individual Conflict, Interpersonal Conflict, Intergroup Conflict,
Organizational Conflict, Transitions in Conflict Thought, Functional versus Dysfunctional
Conflict, Conflict Process, Conflict Management Techniques.
6. Organizational Change and Stress Management: forces of Change, Resistance to Change,

and Lewin's Three-Step Model, Stress Management-Potential Sources, Consequences and
Coping Strategies for Stress.
7. Quality of work life (QWL) Concept, Benefits and difficulties of QWL, Strategies for
improving QWL.
8. Organizational Culture: Definition, Uniform Cultures, Relevance of Culture, Creating and
Sustaining Culture, How Employees Learn Culture.
TEXT READINGS:
1.
2.
3.
4.
Stephen P. Robbins (2000). Organizational Behaviour: Concepts, Controversies, and

Applications, New Delhi, Prentice Hall, 9th Edition.
Fred Luthans (1998). Organizational Behaviour, New York, McGraw Hill, 8th Edition.
Bill Scott (1995). The Skills of Communications, Jaico Publications, Bombay.
John W. Newstrom and Keith Davis (1993). Organizational Behaviour: Human
Behaviour at Work, New Delhi, Tata McGraw Hill.
SUGGESTED READINGS:
1.
Upinder Dhar and Santosh Dhar (2002). Case Method in Management Education: Text
and Illustrations, Excel, New Delhi.
MM-104 : PRINCIPLES OF MARKETING MANAGEMENT

COURSE OBJECTIVE:
The objectives of this course are to provide the students exposure to modern marketing concepts,
tools, and techniques, and help them develop abilities and skills required for the performance of
marketing functions.
EXAMINATION SCHEME:
sections, A and B. Section A, worth 45 marks, will consist of five questions, out of which
students will be required to attempt three questions, Section B will comprise of one or more
cases/problems, worth 15 marks.
COURSE CONTENTS:
1.
Marketing Concepts: Customer Value and Satisfaction, Customers Delight,

Conceptualizing Tasks and Philosophies of Marketing Management, Value chain,
scanning the Marketing Environment.
2.
4.
5.
6.
7.
9.
Market Segmentation, Targeting, Positioning: Market segmentations, levels of market

segmentations, patterns, procedures, requirement for effective segmentation, evaluating
the market segments, selecting the market segments, tool for competitive differentiation,
developing a positioning strategy.
Product Decision: Objectives, Product classification, Product-Mix, Product life cycle
strategies, equity, challenges, repositioning branding, introduction and factors
contributing the growth of packaging, introduction of labeling.
Pricing Decision: Factors affecting price, pricing methods and strategies.
Distribution Decisions: Importance and Functions of Distribution Channel,
Considerations in Distribution Channel Decisions, Distribution Channel Members.
Promotion Decisions: A view of Communication Process, developing effective
communication, Promotion-Mix elements.
Emerging Trends in Marketing: An introduction to Internet Marketing, Multi level
Marketing, and Introduction of CRM & EVENT marketing.
TEXT READINGS:
1.
2.
3.
Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha (2009). Marketing
Management - A South Asian Perspective, New Delhi: Pearson Education India,
Thirteenth Edition.
Willam J. Stanton, Michael J. Etzel and Bruce J. Welker (1995). Fundamentals of
Marketing Management, New York: Mc Graw Hill, 10th Edition.
Philip Kotler (1998). Marketing Management, Planning Analysis and Control, New
Delhi, Prentice Hall of India, 9th Edition.
SUGGESTED READINGS:
1.
William L. Pride and O.C. Ferrell (1993). Marketing Concepts and Strategies, Boston:
Houghton Mifflin Co., 8th Edition.
MM 105: ACCOUNTING FOR MARKETING MANAGERS

COURSE OBJECTIVE:
Objectives of this course are to acquaint the students with basic concepts of Financial
Accounting, Cost Accounting and their use in Decision Making.
EXAMINATION SCHEME:
performance of the student. The Semester Examination will be worth 60 marks. It will have two
Section, A and B. Section A, worth 24 marks will comprise of four theory questions out of which
a student will be required to attempt any two questions. Section B worth 36 marks will contain
five practical/numerical problem(s) and / or Case(s) out of which a student will be required to
attempt any three questions. The questions should be more related on decision making.
COURSE CONTENTS:
1. Introduction to Accounting: Meaning of Accounting, Concepts, Conventions, Concept of
Double Entry System of Accounting, Rules for Debit and Credit Entries, Types of Accounts,
Journalizing the Transactions, Posting Entries in Ledger Accounts, Triple Column Cash
Book, Preparation of Trial Balance.
2. Preparation of Final Accounts: Differentiation Between Capital and Revenue Expenditure
and Receipt, Trading Account, Profit and Loss Account, Balance Sheet, Adjustment Entries
3. Depreciation: Concept of Depreciation, WDV and SLM Methods, Retrospective Effect.
4. Introduction to Cost Accounting: Nature, Role, Scope, Concept of Cost Centers and Cost
Units, Classification of Cost by Nature and Behaviors, Concept of Cost Centre and Cost
Unit, Understanding Difference Between Cost Reduction and Control, Concept of Cost
Statement or Cost Sheet, Total Cost Management.
5. Service Costing: Concept and Nature of Service Costing, Transport Costing, Power House
Costing, Canteen Costing.
6. Budgeting: Concept of Budgeting Control, Objective and Functions of Budgeting, Fixed and
Flexible Budgeting, Types of Budget; Production Budget, Total Operating Budget and its
Constituents, Cost of Goods Sold Budget, Administrative Expenses Budget, Sales Budget,
Selling Expenses Budget, Cash Budget, Zero Based Budget.
7. Cost Analysis for Decision Making: Make or Buy Decisions, Accept or Reject Decisions,
Sell or Process Further Decision, Replace or Retain Decision, Operate or Shutdown
Decision.
8. Recent Developments: Understanding concept and importance of (IA) Inflation Accounting
and (HRA) Human Resources Accounting. Concept of Responsibility Centre, Measures of
Non Financial Performance, Product Life Cycle Costing. Introduction to Accounting
Software such as Tally.
TEXT READINGS:
1. Dr. Jawaharlal, Accounting for Manager, Himalaya Publishing House, Fifth
Revised Edition, 2009
2. O.S.Gupta, P.Kothari, Accounting for Managers, Frank Bros. & Co., II Edition,
2005.
3. S. N. Maheshwari, Accounting for Management, Vikas Publishing House, New
Delhi: III Edition, 2008.
4. M. N. Arora, Cost Accounting, Principles and Practice, Vikas Publications, New
Delhi: X Edition 2008.
SUGGESTED READINGS:
1. S.P. Iyangar, Cost Accounting, Sultan Chand & Sons, VIII Edition 1998.
2. R.P.Rastogi, Graded Problems and Solutions in Financial Management,
Galgotia Publication, New Delhi, 5th Edition 2000.
MM-106: INFORMATION TECHNOLOGY FOR MANAGERS

COURSE OBJECTIVE:
The objective of this course is to help students to understand the basics of Information
Technology, Computer Hardware, Software, Applications, Databases, Internet and related issues.
Special emphasis shall be laid on helping the students to acquire high degree of proficiency in
GUI-based applications in various functional areas of management.
EXAMINATION SCHEME (External 40 + Practical 20 + Internal 40):
performance of the student. A panel of internal and external examiners will conduct the vivavoce examination at the end of the semester and award marks to the student out of a maximum of
20 marks. The semester examination carrying 40 marks will have eight questions out of which
students will be required to attempt any five questions.
COURSE CONTENTS:
1.
Fundamental of Computer System: History of computers, Generations of computers,

Architecture of computers and types of computers. Computer Hardware: Input, Output,
Processing, Storage and Networking devices with their working principals. Software:
System and Application Software. Computer Languages: Levels/ Generation of
Languages and their Features. Compilers, Interpreters and Assemblers.
2.
Number System: Introduction to Number System, Decimal, Binary, Octal, Hexadecimal,

their inter conversions, arithmetic and uses in computer system.
3.
Operating Systems: Introduction, types and functions. DOS: External and Internal
Commands and Features. WINDOWS: Basic Operations, Utilities and Features. UNIX:
Introduction, Features and Basic Commands (like: pwd, cp, cd, rm, mv, ls, cat, mkdir, ch
mod, rmdir, who, who am i, banner, date, kill).
4.
Application Software (MS-Office)

MS Word: Word Basics, Formatting Text and Documents, Working with Headers,
Footers and Footnotes, Tabs, Tables and Sorting, Working with Graphics, Templates,
Wizards and Sample Documents, Introduction to Mail Merge and Macros.
MS Excel: Excel Basics, Rearranging Worksheets, Excel Formatting Tips and
Techniques, Introduction to Functions, Excel's Chart Features, Working with Graphics,
Using Worksheet as Databases, Automating "what-if" Projects.
MS PowerPoint: PowerPoint Basics, Creating Presentation, Working with Text Graphics,

pictures, audio and video in Power Point.
5.
Database Management System: Concepts of Data and Information, Introduction and

Purpose of DBMS, Database Languages, Database Administrator, Database Users, MS
Access: Database Creation, Screen/Form Design, Report Generation Using Wizard.
6.
Internet: Concepts and Services, Hardware and Software Requirements, Type of Internet
Connections, Advantages and Disadvantages of Internet, Modems, World Wide Web, Email, Chat, Browsers, Search Engines. Overview of Intranets and Extranets.
7.
Computer Virus, Trojan Horse and Worms and their Prevention
TEXT READINGS:
1.
2.
3.
4.
5.
6.
7.
8.
Lucas, Henry C., Information Technology for Management, New Delhi, Tata McGrawHill, 2008.
Suresh K. Basandra, Computers Today, New Delhi, Galgotia Publications Pvt. Ltd.,
Updated Ed., 2004.
P.K. Sinha, Computer Fundamentals, New Delhi, BPB Publications, Fourth Ed., 2007.
Annettema Stultz, Learn DOS In A Day, New Delhi, BPB Publications, 1994.
Laurie Ulrich, Teach Yourself Microsoft Office 2000 in 21 days, New Delhi, Techmedia,
1999.
Christian Crumlish, ABCs of the Internet, New Delhi, BPB Publications, Second Eds.,
1998.
Das, Sumitabha, Unix Concepts and Applications, New Delhi, Tata McGraw Hill Pub.
Co. Ltd., Fourth Ed., 2006.
Abraham S. H.F. Korth, S. Sudarshan. Data Base System Concepts, New York, Mc Graw
Hill Inc., 1997.
SUGGESTED READINGS:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Behl, Ramesh, Information Technology for Management, New Delhi, Tata McGraw-Hill,
2009.
S. Jaiswal, Information Technology Today, New Delhi, Galgotia Publications Pvt. Ltd.,
2001.
Alexis Leon and Mathews Leon, Fundamentals of Information Technology, New Delhi,
Vikas Publishing House Pvt. Ltd., 1999.
Deepak Bharihoke, Fundamentals of Information Technology, New Delhi, Excel Books,
2000.
Ron Mansfield, The Compact guide to Microsoft office, New Delhi, BPB Publications,
1999.
David Garrett. Intranets Unleashed, New Delhi, Techmedia,1998.
Muneesh Kumar, Business Information Systems, New Delhi, Vikas Publishing House
Pvt. Ltd., 1999.
Gini Courter, and Annette Marquis, Microsoft Office 2000 No Experience Required,
New Delhi, BPB Publications, 1999.
David Garrett. Intranets Unleashed, New Delhi, Techmedia,1998
MM 107 : STATISTICAL METHODS FOR BUSINESS DECESIONS

COURSE OBJECTIVE:
The objectives of the course are to equip the students with the mathematical and statistical
techniques and their application to business problems. The emphasis will be on the concepts and
application rather than derivations.
EXAMINATION SCHEME:
performance of the student. The Semester Examination will be worth 60 marks. Cinsisting of two
section A and B. Section A, worth 24 marks, will consist of three theory questions out of which
student will be required to attempt any two questions. Section B, worth 36 marks will have five
numerical/ practical problems out of which a student will be required to attempt any three
questions.
COURSE CONTENTS:
1.
2.
3.
4.
5.
Introduction to Statistics: Meaning and Definition of Statistics, Scope and Limitations of

Statistics, Role of Statistics in Management Decisions, Introduction to Measurement of
Central Tendency and Variations.
Probability Theory and Probability Distributions: Concepts, additive, multiplicative,
conditional probability rules, Baye's Theorem, Binomial, Poisson and Normal
distributions- their characteristics and applications.
Time Series: Time Series and its Components, Analysis, Models of Time Series, Methods
of Studying Components of Time Series: Measurement of trend (moving average,
exponential smoothing and least squares method), Measurement of seasonal variations
(simple average, trend, and moving average method) Measurement of cyclic variations
(residual method).
Correlation & Regression: Correlation (Karl Pearson's and Spearman's Coefficient),
Methods of computing simple correlation and regression.
Testing of Hypothesis: Hypothesis testing and statistical influence (Introduction to
methodology and Types of errors) introduction to sample tests for univariate and
bivariate analysis using normal distribution, f-test, t-test, z-test and chi square test.
TEXT READINGS:
1.
2.
3.
4.
5.
J.K. Sharma, Mathematics for Management and Computer Applications, New Delhi,
Galgotia Publication.
R. K. Ghosh and S. Saha (1999). Business mathematics and statistics, Calcutta, New
Central Book Agency 9th Edition.
S. Saha (2000). Business Mathematics and Quantitative Techniques, Calcutta, Central
Book Agency.
Richard I. Levin and D.S. Rubin (2000). Statistics for Management, New Delhi: Prentice
Hall of India.
S. P. Gupta (2001). Statistical Methods, New Delhi, Sultan Chand and Sons.
10
SUGGESTED READINGS:
1.
2.
3.
J. N. Kapur and H. C. Saxena (2001). Mathematical Statistics, New Delhi, Sultan Chand
and Company Ltd., 20th ed.
D. C. Sancheti and V. K. Kapoor (2001). Statistics: Theory, Methods and Applications,
New Delhi: Sultan Chand and Sons.
D.N. Elhance, Veena Elhance and B. M. Aggrawal (1996). Fundamentals of Statistics,
Allahabad: Kitab Mahal.
MM 108: RETAIL MANAGEMENT

COURSE OBJECTIVE:
The Objective of the course is to provide the students exposure to Retail Management Concepts
to help them develop skills and abilities required to manage Retail Outlet.
EXAMINATION SCHEME:
performance of the student. The semester examination will be worth 60 marks. It will have four
sections A, B, C and D. Section A will be of 20 Marks having 5 questions (short answer type)
worth 4 marks each, Section B will be of 10 Marks having 5 questions (objective type) worth 2
marks each, Section C will be of 15 Marks having 2 questions (Essay type) worth 7.5 marks each
and Section D will be of 15 Marks having One or more cases (open ended or closed ended).
COURSE CONTENTS:
1. Introduction to Retail Management: Meaning of Retail and Retailing, Types of
Retailers, Retailing scenario in India.
2. Retail Market Strategy and Consumerism: Meaning of Retail Market Strategy,
Specifics for Gaining Sustainable Competitive Advantage, Standalone Stores The
Oldest Retail Format, Standalone Stores The Oldest Retail Format, Rural Retailing, The
Strategic Retail Planning Process, Shopping Trends in Indian Retail Market.
3. Planning and Merchandise Management for Retail Outlets: Meaning of Merchandise
Management, Categorizing the Buying Process, Setting Objectives for Merchandising
Plan, Sales Forecasting for Retailing, Determining the Assortment Planning Process,
Buying Systems, Open-to-Buy System.
4. Location Selection and Strategies for Retail Outlets: Factors Influencing Retailers
Choice of Location, Types of Location Site and Retail, Retail Location Strategies,
Factors Affecting the Location of Retail Outlet, Retail Location Research and
Techniques, Retail Organization Designs and Structures.
5. Marketing Management and Related Issues in Retailing: Meaning of Retail
Marketing, Store Design and Layout, Role of Pricing in Retail Market, Factors Affecting
Retail Pricing, Pricing Strategies and Approaches, Importance of Promotion in Retailing,
11
Forms of Retail Promotion and Communicating with Customers, Factors Affecting

Choice of Communication Methods, Campaign Management.
6. Store Loyalty Management and Visual Merchandising: Types of Customers, Meaning
of Customer Loyalty, Variables Influencing Store Loyalty, Building Loyalty Through
Advocating Certain Essential Factors, Helping Customers in Their Planned/Unplanned
and Impulse Buying Decisions, Motives for Shopping and within the Store Factors, Store
Loyalty Model, Influencing Customer Behaviour Through Visual Merchandising, Value
Added Through Private Labels.
7. Common Woes in Retailing: Focus on Safety/Security at Retail Outlets, Handling of
Inventory Shrinkages, Measures to Reduce Shoplifting, Importance of Data Security,
Retail Security-Indian Scenario, Parking Space Problems at Retail Centers.
8. Mall Management: Meaning of Franchising, Franchise Market, Franchising in India,
Growth Potential, Trends for Indian Franchising, Mall Management, Factors or
Parameters Affecting the Success of Malls, Size and Few Well known Malls.
TEXT READINGS:
1. Suja Nair (2006). Retail Management, Mumbai: Himalaya Publishing House.
2. Ogenyi Omar (1999). Retail Marketing, London: FT Pitman Publishing.
SUGGESTED READINGS:
1. Barry Berman and Joel R. Evans (2002). Retail Management: A Strategic Approach,
New Delhi: Pearson Education.
2. M. V. Kulkarni (2005). Retail Marketing Management, Pune: Everest Publishing House.
3. Dunne Lusch, Retail Management, Cengage Learning India Pvt. Ltd., New Delhi, 2002.
4. A Shiva Kumar, Retail Marketing, Excel Books, New Delhi, 2007.
MM 109 : COMPREHENSIVE VIVA VOCE

COURSE OBJECTIVE:
The objective of this paper is to judge the knowledge gained by the student over the course of the
first semester.
EXAMINATION SCHEME:
During the last month of the semester, a comprehensive viva voce will be held, where overall
performance of students will be evaluated. The marks obtained by students will be out of 100.
COURSE CONTENTS:
ALL SUBJECTS AT THE FIRST SEMESTER
12
SECOND SEMESTER
MM-201 : HUMAN RESOURCE MANAGEMENT
COURSE OBJECTIVE:
The objectives of this course are to help the students develop an understanding of the dimensions
of the management of human resources, with particular reference to HRM policies and practices
in India. Attention will also be paid to help them develop their communication and decision
making skills through case discussions, role-plays etc.
EXAMINATION SCHEME:
performance of the student. The Semester examination will be worth 60 marks. It will have two
sections, A and B. Section A, worth 45 marks, will contain five theory questions out of which
students will be required to attempt three questions. Section B will comprise of one or more
cases, worth 15 marks.
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
7.
8.
The Field of HRM: An Overview, Concept and Functions, Personnel to HRM, ASTD
HRM Model.
Acquisition of Human Resources: Objectives, Policies and Process of Human Resource
Planning, Human Resource Planning in Evolving Small and Entrepreneurial
Organization, Job Analysis, Job Description, Job Specification, Job Design (Nature of
Job Design, Job Characteristics, Reengineering Jobs, Using Teams in Jobs ,Advantages
and Disadvantages of Team Jobs, Consequences of Job Design), Recruitment,, Promotion
and Transfer.
The Human Resource Organization : Structure of Human Resource Management, Role
and Responsibilities of the Human Resource Selection, induction, Placement Department
(Administrative, Operational and Strategic Role of HR).
Human Resource Policies: formulation and Essentials of Sound HR Policies.
Development of Human Resources: Training and Development, Evaluation of Training
and Performance Appraisal (Appraising individual and Team Performance), introduction
to Career and Succession Planning.
Maintenance of Human Resources: Job Evaluation, Designing and Administering the
Wage and Salary Structure, Wage Systems, Grievance Handling Procedure.
Separation Processes: Turnover, Retirement, Layoff, Retrenchment and Discharge, VRS
(Mechanism of VRS, VRS in Public Sector and Private Sector), Rehabilitation of Surplus
Employees.
Emerging Trends and Challenges in HRM: Economic & Technological Change, Work
force Availability and Quality, Enhancing Organizational Performance, Expanding
Human Capital, Ethics and HRM, HR Management Competencies and Careers -
13
Knowledge of Business Organizations and Organization Culture, influence and Change

Management, Specific HR Knowledge and Expertise.
TEXT READINGS:
1.
2.
3.
Michael Armstrong (2001). A Handbook of Human Resource Practice, London, Kogan

Page, 8th Edition.
David S. Decenzo and Stephen P. Robbins (1988). Personnel/Human Resource
Management, New Delhi, Prentice Hall, 3rd Edition.
Robert L. Mathis and John H. Jackson (1995). Human Resource Management, 9th Edn.,
South Western College Publishing.
SUGGESTED READINGS:
1.
2.
3.
4.
5.
6.
William B. Werther Jr. and Keith Davis (1993). Human Resources and Personnel
Management, Singapore, McGraw Hill, 4th Edition.
Arun Monappa and Mirza S. Saiyadain (1995) Personnel Management, New Delhi, Tata
McGraw Hill.
P Subba Rao (2000). Essentials of Human Resource Management and industrial
Relations: Text, Cases and Games, Mumbai, Himalaya.
Biswajeet Patanayak (2001). Human Resource Management, New Delhi, Prentice Hall
India.
Holloway J. Ed. (1996). Performance Measurement and Evaluations, New Delhi, Sage
Publications.
Guy V. & Mattock J. (1993). The New international Manager, London, Kogan Press.
MM 202: FINANCIAL MANAGEMENT

COURSE OBJECTIVE:
The objectives of this course is to provide are to help the students learn the concepts, tools and
skills of financial analysis, financial management, and application in the efficient marketing as
well as conduct of business.
EXAMINATION SCHEME:
Section, A and B. Section A, worth 24 marks will comprise of four theory questions out of which
a student will be required to attempt any two questions. Section B worth 36 marks will contain
five practical/numerical problems and / or Cases out of which a student will be required to
attempt any three questions. The questions should be more related on decision making.
COURSE CONTENTS:
1. Introduction: Concept, Nature, Scope, and Objective of Financial Management, Finance
Functions, Sources of Finance.
14
2. Ratio Analysis: Liquidity, Activity, Profitability and Leverage Ratios. Interpretation of

ratios.
3. Break Even Analysis: Concept of Break Even Analysis, Contribution Analysis and Segment
Contribution and Their use in Profit Planning.
4. Leverage Analysis: Operating Financial and Combined Leverages. Management Usages of
These Leverages.
5. Cost of Capital: Concept of Capital Structure, Cost of Debt, Cost of preference Share
Capital, Cost of Equity Share Capital, Weighted Average Cost of Capital.
6. Capital Budgeting: Time value of money, Non Discounted Cash Flow Methods; Pay Back
Method, Average Rate of Return, Discounted Cash Flow Methods; Net Present Value
Method, Internal Rate of Return Method, Discounted Pay Back Method, Profitability Index.
7. Working Capital: Concept, Need and Determinants, Cash Management, Receivable
Management.
TEXT READINGS:
1. Brigham & Ehrhardt, Financial Management, Cengage Learning, 2009
2. I.M.Pandey, Financial Management, New Delhi: Vikas Publication House, 9th Ed.,
2005.
3. M.Y.Khan & P.K.Jain, Financial Management, Delhi: Tata Mc Graw Hill, 5TH
Edition 2008.
4. Sharma & Gupta, Financial Management, Kalyani Publication, 4th Edu, 2003
SUGGESTED READINGS:
1. Prasanna Chandra, Financial Management, New Delhi: Tata Mc Graw Hill, 7th Edu,
2008
2. R.P.Rastogi, Graded Problems and Solutions in Financial Management, Galgotia
Publication, New Delhi, 5th Edition 2000.
3. Ravi M Kishore, Financial Management, Taxmann, 6th Edu, 2008.
15
MM 203: OPERATIONS MANAGEMENT

COURSE OBJECTIVE:
The objective of this course is to help the students understand the concepts of production
function, inventory control, quality control, purchasing and materials management, and
application of technical models and techniques for solving production problems.
EXAMINATION SCHEME:
Sections, A and B. Section A, worth 24 marks, will consist of four theory questions out of which
student will be required to attempt any two questions. Section B, worth 36 marks will have five
numerical problem(s)/practical problem(s)/Case(s) out of which a student will be required to
attempt any three questions.
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
7.
Introduction to Production and Operations Management: Nature of Production /

Operations Management, Production Function and Its Environment, Functions of
Production/Operations Manager, Organization of Production Function.
Facilities Planning: Product Selection and Design, Service Design, Process and
Technology Selection, Location of Manufacturing / Service Facility, Layout of
Manufacturing/Service Facility, Layout Design
Resources Requirement Planning: Capacity Planning, Machines and Labour Planning
(Computations of Number of Machines and Number of Workers) and Learning Curve
Application. Production Planning and Control: Aggregate Production Planning, Materials
Requirement Planning I,II and III.
Operations Scheduling and Production Activity Control for Mass Manufacturing.
(Assembly line Balancing Using Priority Rules - Rank Positional Weight, Longest
Activity Duration and Largest Number of Successors), Batch Processing
(Sequencing Using Run - out Time) and Job Shop - n-Jobs on Single Machine (Using
EDD, SPT, FCFS, ST, CR), n-Jobs on Two/Three Machines (Johnson's Rule), 2-Jobs on
m-Machines (Graphical Method - Aker's Algorithm)
Quality Control: Quality Control Function, Acceptance Sampling (Single Sampling,
Double Sampling and Multiple Sampling), Statistical Process Control, Operating
Characteristics Curve and Its Applications (for Attributes and Variables), Application of
Control Charts (C-chart, P-chart, X and R charts), Quality Circles, Quality
Improvements, Introduction to Six Sigma Quality Concept and Its Role in Quality
Management, Preventive and Breakdown Maintenance.
Materials Management: Management in Relation to Materials: Meaning, Definition,
Areas, Objectives, Importance, Role of Materials Manager, Integrated Materials
Management, Materials Planning, Materials Identification, Codification and
Standardization
Purchasing Management: Organization, Principles, Procedures and Systems, Sourcing:
Factors Affecting Selection of Sources, Vendor Evaluation Methods, Negotiation and
16
Buyer-Seller Relations, Inventory: Importance and Scope, Selective Inventory Control,

Cost Concept in Inventory, Types of Inventory Problems, Inventory Control Models,
Economic Order Quantity
TEXT READINGS:
1.
2.
3.
4.
R. Paneerselvam. Production and Operations Management, New Delhi, Prentice Hall of

India Publications, 2000.
S.N.Chary, Cases and Problems in Production and Operations Management, New Delhi,
Tata McGraw Hill Publications, 5th Edition, 2000.
Joseph G. Monks, Operations Management, New York, McGraw Hill Publications, 1996.
Donald W. Dobler, Lamer Lee Jr. and David N. Burt, Purchasing and Materials
Management, New Delhi, Tata Mc Graw Hill, 4th Edition, 1994.
SUGGESTED READINGS:
1.
2.
3.
4.
5.
James R. Evans, David R. Anderson, Dennis J. Sweeney and Thomas A. Williams,

Applied Production and Operations Management, New York, West Publishing Company,
first Edition, 1985.
Elwood S. Buffa and Rakesh K. Sarin, Modern Production, Operations Management,
Singapore, John Wiley and Sons, 8th Edition, 1994.
Everett E. Adam Jr. and R.J. Ebert, Production and Operations Management, New Delhi,
Prentice Hall of India Publications, 2000.
P.Gopalkrishnan and M. Sundaresan, Materials Management: Integrated Approach, New
Delhi, Prentice Hall of India, 1996.
Richard B Chase and Nicholas J. Aquilano, Production and Operations Management:
Manufacturing and Services, Chicago, Irwin, 1996.
MM-204 : QUANTITATIVE TECHNIQUE

COURSE OBJECTIVE:
The objectives of this course are to help the students acquire quantitative tools, and use these
tools for the analysis and solution of business problems. The emphasis will be on the concepts
and application rather than derivations.
EXAMINATION SCHEME:
performance of the student. The Semester examination will be worth 60 marks. It will have two
Sections, A and B. Section A, worth 24 marks, will consist of three theory questions out of
which student will be required to attempt any two questions. Section B, worth 36 marks will
have five numerical/ practical problems out of which a student will be required to attempt any
three questions.
COURSE CONTENTS:
17
1.
2.
3.
4.
5.
6.
8.
Quantitative Techniques and Operations Research: Meaning, Scope of Quantitative

Techniques and Operations Research in Management, Advantages and Limitations of
Quantitative Techniques.
Linear Programming: Meaning of Linear programming, General Mathematical
formulation of LPP, Graphical Analysis, Simplex Method, Two-phase method, Big-M
Method, Duality and post optimality analysis Advantage and limitations of LPP.
(a)
Transportation Model: Mathematical Formulation, Initial Basic Feasible Solution,
Vogel's Approximation Method, Optimization (Minimization and Maximization)
using Modified Distribution Method and Stepping Stone Method.
(b)
Assignment Problem: Assignment Model as a particular case of transportation
model, formulation of assignment problems, Solution of assignment problems
using Hungarian Method (Minimization and Maximization, Route Allocation).
Replacement Models: Introduction, Scope in Management, Single Equipment
Replacement Model and Group Replacement
Game Theory: Introduction to Games, Maximin and Minimax Principles, Pure and Mixed
Strategies, Solutions of Games using -Algebric and Graphical Methods, Game Theory
and Linear Programming.
Markov Chain Analysis: Computation of sequential probability of states for different
periods, steady state probability of states and application of Markov Chain.
Simulation: Introduction to simulation, Monte Carlo Technique and its applications.
TEXT READINGS:
1.
2.
3.
4.
5.
S. D. Sharma (2002). Operations Research, Meerut: Kedar Nath Ram Nath and Co., 8th
Edition.
N. D. Vohra (2000). Quantitative Techniques, New Delhi: Tata McGraw Hill
Publications, 15th Edition.
Hamdy A. Taha (1996). Operations Research: An Introduction, New Delhi: Prentice Hall
of India Pvt. Ltd.
Haruly M. Wagner (1996). Principles of Operations Research with application to
managerials decisions, New Delhi: Prentice Hall of India Pvt. Ltd, 2nd Edition.
V. K. Kapoor (2001). Problems and Solutions in Operations Research, New Delhi: Sultan
Chand and Sons.
MM 205: E-BUSINESS FUNDAMENTALS

COURSE OBJECTIVE:
The objective of this course is to help students to understand the basics of Electronic Business,
Electronic Commerce and related issues.
EXAMINATION SCHEME (External 60 + Internal 40):
performance of the student. The semester examination carrying 60 marks will have eight
questions out of which students will be required to attempt any five questions.
18
COURSE CONTENTS:
1.
E-Business: Fundamentals, E-Business Framework, E-Business Application, Network

Infrastructure for E-Business. Implementation issues of E-Business.
2.
Electronic Payment System: Type of E-payment, Digital Token-Based E-payment, Smart

Card, Credit Card Payment Systems, Risk on E-payment, Designing E-payment System,
Role of Banking in Electronic Payment.
3.
Inter-Organization Management: EDI Application in Business, Standardization and EDI,

EDI Software Implementation, VANs (Value Added Network), Internet Based EDI. Case
studies on EDI.
4.
E-Business and Marketing: Internet Marketing Vs Physical Offline Marketing, Internet

Marketing Methodology, Creating an Online Presence: Website promotion, Internet
Advertising, Traffic and Brand Building, Online Pricing, Online Market Research, Legal
problems of Real time marketing and information marketing, Electronic customer
support, personalization and consumer benefits.
5.
Web-catalogues, Business Care for Documents Library, Type of Digital Documents,

Documents Infrastructure, Multi-media, Digital Video and Data Warehouses.
6.
E-business Standard, Cyber Laws, Cyber Crimes and Frauds, Types and Tools of
Hacking. Security and E-business: Client-server Security, Data and Message Security,
Document Security, Firewalls.
7.
Future of Electronic-Business: Mobile and Wireless Computing Fundamentals and

Applications, Virtual Factory, Web Portals and Vortals concepts, Strategies for
Electronic Business.
TEXT READINGS:
1.
2.
3.
Jawadekar, Waman, S. Management Information System-A Digital-Firm Perspective,

New Delhi, Tata McGraw-Hill, 2009.
Parag Diwan and Sunil Sharma, E-Commerce, New Delhi, Excel Books, First Ed., 2000.
Ravi Kalakotta and B. Whinston, Frontiers of E-Commerce, New Delhi, AddisonWesley, 2000.
SUGGESTED READINGS:
1.
2.
3.
4.
Daniel Amor, The E-Business (R) Evolution, New Delhi, Prentice Hall, PTR, 2000.
MatthewReynolds, Beginning of E-Commerce, New Delhi, Shroff Publication, 2000.
Kamlesh K. Bajaj and Debjani Nag, E-Commerce, New Delhi,Tata McGraw Hills, 2001.
R. Kalakotta and M. Robinson, E-Business: Roadmap for Success, New Delhi,
Addison-Wesley, 2000.
19
MM-206 : MARKETING RESEARCH

COURSE OBJECTIVE:
The objectives of the course are to equip the students with the concept and methods of Business
Research. The students will be able to plan, design and carry out business research using
scientific methods and prepare research report(s) / paper(s).
EXAMINATION SCHEME:
The faculty member will award marks out of a maximum of 40 marks for the internal performance of the
student. The students will have to take up a minor Research project based on Research Methods. The
semester examination will be worth 60 marks. It will have four sections A, B, C and D. Section A will be
of 20 Marks having 5 questions (short answer type) worth 4 marks each, Section B will be of 10 Marks
having 5 questions (objective type) worth 2 marks each, Section C will be of 15 Marks having 2 questions
(Essay type) worth 7.5 marks each and Section D will be of 15 Marks having One or more cases (open
ended or closed ended).
COURSE CONTENTS:
1. Introduction to Research Methods: Role and objectives of business research, types of
research, research process: Overview, problems encountered by researcher.
2.
Research Design: Selecting research problem, defining research problem, need for
research design, features of a good research design and different research designs
(exploratory, descriptive, experimental and diagnostic research, hypothesis testing).
3. Sampling Theory and Design of Sample Survey: Census Vs Sample Enumerations,
Objectives and Principles of Sampling, Types of Sampling, Sampling and Non-Sampling
Errors.
4. Data Collection and Analysis: Collection, Organization, Presentation, Analysis and
Interrelation of Primary and Secondary Data, Multiple Regression, Factor Analysis, Cluster
Analysis, Perceptual Mapping, Multidimensional Scaling, Discriminant and Canonical
Analysis, Conjoint Analysis.
5. Measurement of Scaling Concepts: Measurement in research, measurement scales, sources of
errors in measurement, Techniques of developing measurement tools, classification and
testing (reliability, verification and validity) scales, Designing questionnaires and interviews.
6. Interpretations and Report Writing: Meaning of interpretation, techniques of Interpretation,
precautions in interpretation, significance of report writing, steps in report writing, layout of
report and precautions in writing research reports.
TEXT READINGS:
1.
2.
3.
William G. Zikmund, Business Research Methods, Orlando: Dryden Press.

C. William Emory and Cooper R. Donald (1991). Business Research Methods, Boston,
Irwin, 4th Edition.
Fred N Kerlinger, Foundations of Behavioural Research, New Delhi: Surjeet
Publications.
SUGGESTED READINGS:
1.
David Nachmias and Chava Nachmias, Research Methods in the Social Sciences, New
York: St.Marlia's Press.
2.
C. R. Kothari, Research Methodology: Methods and techniques, New Delhi: Vishwa
Prakashan.
20
MM 207: BUSINESS ETHICS AND MANAGEMENT BY INDIAN VALUES
COURSE OBJECTIVE:
The objective of this course is to help students gain an understanding of Business Ethics and
application of Indian Values in Managerial Decision making.
EXAMINATION SCHEME:
performance of the student. The examination paper of 60 marks will consist of two sections, A
and B. The section A, carrying a total of 36 marks, will have five theory questions, two from Part
I and three from Part II. The student will be required to attempt in total three questions, out of
which at least one has to be from each part. Section B will be consisting of one or more case(s)
carrying 24 marks.
COURSE CONTENTS:
PART I- BUSINESS ETHICS

1.
2.
3.
4.
5.
6.
The Nature and Purpose of Ethical Reflections: Introduction, Definition of Ethics, Moral
Behavior, Characteristics of Moral Standards.
Business Ethics: Mediating between Moral Demands and Interest-Relative Autonomy of
Business Morality, Studies in Business Ethics, Role of Ethics in Business, Theory of
Voluntary Mediation, Participatory Ethics.
Moral Responsibility: Introduction; Balanced Concept of Freedom; Individual
Responsibility, Implications Related to Modern Issues- Public Accountability and
Entrepreneurial Responsibility, Moral Corporate Excellence, Corporate Responsibility.
Business Ethics and Individual Interest: Interest based outlook, Impact of Interest on
Moral Goals and Moral Principles, Utilitarian Views on Business Ethics, Enlightened
Egoism.
Introduction of Duty Ethics in the Business Environment
Introduction to the Theories of Virtue: Productive Practices and Team Motivation;
Prospects of Virtues in Business Ethics and Management Theory
PART II -MANAGEMENT BY INDIAN VALUES

1.
2.
3.
4.
The Sources of Indian Values and Ethos: Introduction to Vedas, Sashtras, Smrities,
Purans, Upanishads, Mahabharata, and Valmikee Ramayana, Gurugranth Sahib, Quran,
and Bible, Teachings of Buddha and Mahaveer.
The Models of Leadership and Motivation in Indian Thoughts.
Human Behavior: The Guna Theory, The Karma Theory, The Sanskara Theory.
Personal Effectiveness and Managerial Effectiveness in Indian Thoughts Management of
Self, Interpersonal Effectiveness, Nishkam Karma Yoga, Professionalism and
Effectiveness.
21
5.
6.
Indian Heritage and Productivity: Productive Efficiency and Spirituality, Business

Environment and Applications of Indian Ethos, Competition and Cooperation.
Cultural Heritage of India and its Relevance for Management. Cases in Business Ethics
and Management by Indian Values.
SUGGESTED READINGS:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
Peter Pratley, The Essence of Business Ethics, New Delhi, Prentice Hall of India, 1997.
S.K. Chakraborty, Ethics in Management-Vedantic Approach, New Delhi, Oxford India
Ltd., 1999.
Swami Someswarananada, Business Management Redefined-the Gita Way,Mumbai,
Jaico Publishing House, 2000.
Swami Jitatmananda, Indian Ethos for Management, Rajkot, Ramakrishna Ashrama,
1996.
William K. Frankena, Ethics, New Delhi, Prentice Hall of India, 1989.
Norman E. Bowle and Ronald F. Duska, Business Ethics, New Jersey, Prentice Hall Inc.,
1990.
S. K. Chakraborty, Managerial Transformation by Values, New Delhi, Sage Publication,
1990.
S. K. Chakraborty, Management by Values, New Delhi, Oxford University Press, 1992.
Ahmedabad Management Association (AMA), Ancient Indian Wisdom for Selfdevelopment, Ahmedabad, AMA, 1995.
Swami Someswarananda, Indian Wisdom for Management, Ahmedabad Management
Association, Ahmedabad, AMA, 1996.
Narayana, Transformation to Transcendence-Breakthrough Ideas for Leadership in the
New Millennium, Ahmedabad, AMA, 2000.
Ahmedabad Management Association (AMA), Inspirations from Indian Wisdom for
Management, Ahmedabad, AMA, 1998.
Ahmedabad Management Association (AMA), Ancient Indian Wisdom for Motivation,
Ahmedabad, AMA, 1997.
G. Narayana, The Responsible Leader-A Journey Through Gita, Ahmedabad, AMA,
2000.
Swami Rangnathananda, Universal Message of the Bhagvad Gita, Vol.1, 2 and 3,
Calcutta, Advaita Ashrama, 2001.
S. K. Chakraborty, Managerial Effectiveness and Quality of Work life-Indian Insights,
New Delhi, Tata McGraw Hill Publishing House, 1991.
22
MM 208: CUSTOMER RELATIONSHIP MANAGEMENT

COURSE OBJECTIVE:
The Objective of the course is to develop understanding and applications of the concept and
principles of CRM in a retail services context.
EXAMINATION SCHEME:
performance of the student. The semester examination will be worth 60 marks. It will have four
sections A, B, C and D. Section A will be of 20 Marks having 5 questions (short answer type)
worth 4 marks each, Section B will be of 10 Marks having 5 questions (objective type) worth 2
marks each, Section C will be of 15 Marks having 2 questions (Essay type) worth 7.5 marks each
and Section D will be of 15 Marks having One or more cases (open ended or closed ended).
COURSE CONTENTS:
1. Introduction to CRM: Definition and concepts of CRM, Components of CRM,
Understanding the goal of CRM and Customer Touch Points.
2. Managing Customer Relationships: Understanding and managing customer expectations,
Developing customer confidence, Building relationships by adding value to the customers,
Managing customer contact strategies (face-to-face, e-mail, telephone, internet etc.), Dealing
with difficult situations.
3. Developing CRM Strategy: Role of CRM in business strategy, Understanding Service
Quality: Technical, Functional, and dimensions of service quality, Managing Customer
communications.
4. Measuring Performance of CRM: Setting standards, Customer Satisfaction, and Portfolio
Profitability.
5. e-CRM: Merging CRM and the Internet, New customer expectations, Importance of eCRM, Delivering CRM on and off the Internet.
TEXT READINGS:
1. Judith W. Kincaid, Customer Relationship Management: Getting It Right, New Jersey:
Prentice Hall, New Delhi, 2003.
23
SUGGESTED READINGS:
1.
Jon Anton, Customer Relationship Management, Prentice Hall of India, New Delhi,
1996.
2. Madhavi Garikaparthi, CRM The New Face of Marketing, ICFAI Press, Hyderabad,
2002.

COURSE OBJECTIVE:
second semester.
EXAMINATION SCHEME:
COURSE CONTENTS:
ALL SUBJECTS AT THE SECOND SEMESTER
24
THIRD SEMESTER
MM 301: DEVELOPMENT AND MANAGEMENT OF INFORMATION SYSTEMS
COURSE OBJECTIVE:
The objective of this course is to help students to understand the basics of Information Systems,
and issues related to development and management of Information Systems.
EXAMINATION SCHEME (External 60 + Internal 40):
performance of the student. The semester examination carrying 60 marks will have eight
questions out of which students will be required to attempt any five questions.
COURSE CONTENTS:
1.
Introduction to Information Systems: Definition, Concepts and Recognition of

Information Systems, Information Systems and Society, Information Systems and
Organization, Business as a System, Technological Versus Behavioural Aspects, A
Framework for Managerial End Users, Characteristics of different Management levels
and their information requirements.
2.
Information Systems for Operations, Management and Strategic Advantage: Information

Systems for Business Operations - Transaction Processing Systems and Office
Automation Systems; Information Systems for Management Control - Knowledge Work
Systems and Management Information Systems; Information System for Decision
Making and Strategic Advantage - Decision Support Systems, and Executive Support
Systems. Competitive Strategy Concepts, Strategic Role for Information Systems,
Strategic Information Systems and Managerial End Users.
3.
A System Approach to Problem Solving: The Scientific Method, The System Approach,
Understanding a Problem or Opportunity, Developing a Solution, Implementing a
Solution, The Principle of Synergy.
4.
System Concepts and the Information Systems Environment: Definition, Characteristics

of a System, Central Objective, Elements of a System, Types of Systems, the Systems
Development Life Cycle, the Role of System Analyst, Information Processing Concepts.
5.
Information System Analysis and Planning: Initial Investigation, Feasibility Study and
Cost/Benefit Analysis, the Tools of Structured Analysis - DFDs, Data Dictionary,
Decision Trees, and Decision Tables, IPO and HIPO. Information System Planning
Process.
25
6.
Information System Design: Systems Design Considerations, Input / Output Form

Design, File Organization and Data Base/File Design, Programme Design, Design of
Online Dialogue, Data Models.
7.
Information System Implementation, Change Management and Control.
TEXT READINGS:
1.
2.
3.
O'Brien, James A.; Marakas, George M. and Ramesh Behl, Management Information
Systems, New Delhi, Tata McGraw-Hill, 2009.
Elias M. Awad, System Analysis and Design, New Delhi, Galgotia Publishing Pvt. Ltd.,
Fourth Ed., 2007.
OZ, Effy, Management Information Systems, New Delhi, Cengage Learning, 2008.
SUGGESTED READINGS:
1.
2.
3.
4.
5.
James A Senn, Analysis and Design of Information Systems, New Delhi, McGraw Hill
Publishing Company, 1998.
Muneesh Kumar, Business Information Systems, New Delhi, Vikas Publishing House
Pvt. Ltd., 1999.
Kenneth C. Laudon and Jane P. Laudon, Management Information Systems:
Managing the Digital Firm, Eight Edition, New Delhi, Pearson Education, 2004.
James A. O'Brien, Management Information Systems, New Delhi, Galgotia
Publications Pvt. Ltd., 1996.
Kenneth C. Laudon and Jane P. Laudon, Management Information Systems, New
Delhi, Prentice Hall of India Pvt. Ltd., 2000.
MM-302 : SUPPLY CHAIN MANAGEMENT

COURSE OBJECTIVE:
The course is designed to explain basic theory and techniques of logistics to examine the issues
and problems associated with logistics in a changing business environment, and to show how
logistics can improve an enterprises effectiveness and competitiveness. Student would be
encouraged to use computer software packages for problem solving.
EXAMINATION SCHEME:
performance of the student. Semester examination will be worth 60 marks. It will have two
sections A and B. Section A worth 45 marks will consist of five theoretical questions and Section
B worth 15 marks will have one or more cases.
COURSE CONTENTS:
1.
Introduction to logistics : Its interface with production and marketing; measures of

logistics
26
2.
3.
4.
5.
6.
7.
8.
9.
10.
Supply Chain Management

Logistics system analysis and design
Warehousing and distributing centers, their location; transportation systems; facilities and
services
Dispatch and routing decisions and models
Inventory management decisions
Logistics audit and control
Packaging and materials handling
International logistics management
Logistics future directions.
TEXT READINGS:
1.
2.
3.
4.
5.
6.
7.
8.
Ballau, Renald H (1992). Business Logistics Management, Englewood Cliffs, New York:
Prentice Hall Inc.
Beal K. (1990). A Management Guide to Logistics Engineering, U. S. A. Institute of
Production Engineering.
Benjamin S. B. (1996). Logistics Engineering and Management, Englewood Cliffs, New
York: Prentice Hall Inc..
Bowersox, D J and Closs, D. J. (1986). Logistics Management: A system Integration of
Physical Distribution, New York: MacMillan.
Christopher, M. (1992). Logistics and Supply Chain Management: Strategies for
Reducing Costs and Improving Services, London: Pitsman.
James C.J. and Wood, Donald F. (1990). Contemporary Logistics, New York:
Macmillan.
Shapiro, R. (1995). Logistics Strategy: Cases and Concepts, St.Paul,West.
B. S. Sahay (1994). Supply Chain Management, New Delhi: Wheeler.
MM-303 : MARKETING STRATEGIES

COURSE OBJECTIVE:
The course objective is to expose the students to formulation and implementation of various
marketing strategies and mechanisms of their application and controls.
EXAMINATION SCHEME:
performance of the student. The semester examination will carry 60 marks having two sections,
A and B. Section A, carrying 45 marks, will have five questions out of which students will be
required to attempts three questions. Section B will have a case worth 15 marks which will be
compulsory.
27
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
7.
8.
Meaning, Need and Process of Strategic Management : Business Policy, Corporate

Planning and Strategic Management; Single and Multiple SBU organisations; Strategic
Decision-Making Processes - Rational-Analytical, Intuitive-Emotional, Political Behavioural; Universality of Strategic Management; Strategists at Corporate Level and at
SBU Level; Interpersonal, Informational and Decision Roles of a Manager.
Mission, Business Definition and Objectives : Need, Formulation and changes in these
three; Hierarchy of objectives, Specificity of Mission and Objectives.
The strategies role of marketing : Corporate, business and marketing strategies,
definition, components of strategy, hierarchy of strategies, strategic planning systems,
characteristics of effective planning systems.
Process of formulating and implementing marketing strategy : Market opportunity
analysis, customer analysis, implementation and control.
Business Strategies and their marketing implications : Defining strategic business unit,
business unit objectives, allocating resources within the business unit, the business units
competitive strategy. BCG Growth share Matrix, GE Matrix, Shell's Matrix.
Formulation of marketing strategies : For new market entries, mass market penetration,
Niche penetration, skimming and early withdrawl,objectives of alternative pioneer
strategies.
Marketing strategies : For leaders, challengers and followers.
Controlling marketing strategies and programmes : control process, setting standards of
performance, specifying and obtaining feedback data, corrective action, strategic
controls, product market entry controls.
TEXT READINGS
1.
Boyde Walker and Lawreche (1995). Marketing Strategy : Planning and Implementation,
Chicago : Irwin, 2nd Edition.
2.
Philip Kotler (1994). Marketing Management : Analysis, Planning, Implementation and
Control, New Delhi : PHI, 8th Edition.
MM-304 : CONSUMER BEHAVIOUR

COURSE OBJECTIVE:
The objectives of this course are to help students gain an understanding of Consumer Behaviour
and their applications.
EXAMINATION SCHEME:
performance of the student. The semester examination, carrying 60 marks will have two sections
A & B. Section A, worth 45 marks will have five theory questions. Section B carrying 15 marks
will have one or more case(s).
28
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
Introduction to the Study of Consumer Behavior: Nature, Scope and application.

Environmental Influences on Consumer Behavior: Cultural, social, personal, family
and situational influences, opinion leadership and life style marketing: characteristic of
culture, cross cultural understanding, nature of social class, Social class and consumer
behaviour, nature and significance of personal influence, marketing implications of
personal influence, significance of family in consumer behaviour and family life cycle,
opinion leadership forms.
Consumer as an Individual: Involvement and motivation, knowledge, attitude, values,
Personality, learning and life style, Dimensions of involvement and its marketing
imprecations, nature and role of motive, classifying motive, characteristics, functions and
sources of attitudes, attitude theory and model, characteristics and classification of
learning, personality theory and application, psychographics.
Consumer Decision Processes
a.
Pre-purchase process: Information processing,
b.
Purchase Processes: Consumer Decision rules.
c.
Post purchase processes: Framework, dissonance satisfaction / dissatisfaction.
Consumer Behaviour Models
a.
Nicosia Model
.
b.
Howard Sheth Model
c.
Engel-Blackwell and Miniard Model
d.
Sheth Family Decision Making Model.
CRM: CRM and Consumer Behavior, Consumer Roles, Market Values and CRM.
TEXT READINGS:
1.
2.
3.
Leon G. Schiffman and Lustic Lazar Kanuk (1995). Consumer Behaviour, Prentice Hall,
6th Edition.
William L. Wilkie (1994). Consumer Behaviour, John Wiley and Sons, New York, 3rd
Edition.
Dish Sheth, Banwari Mittal and Bruce I. Newman (1999). Consumer Behaviour and
Beyond.
SUGGESTED READINGS:
1.
2.
3.
James F.Engel, Roger D.Blackwell, and Paul W.Miniard (1990). Consumer Behaviour,
Dryden Press, Chicago, 6th Edition.
David L. Loudon and Albert J. Della Biita (1993). Consumer Behaviour, McGraw Hill,
4th Edition.
Suja R.Nair (2001). Consumer Behaviour, New Delhi, Himalaya Publishing House, 1st
Edition.
29
MM-305 : ADVERTISING, SALES PROMOTIONAND PUBLIC

RELATIONS
COURSE OBJECTIVE:
The objectives of this course are to explain to the students the advertisement function and the
methods of sales promotion.
EXAMINATION SCHEME:
performance of the student. The semester examination will be worth 60 marks, having two
sections A & B. Section A carrying 45 marks, will have five theory questions out of which
students will be required to attempt three questions. Section B worth 15 marks will have one
or more case(s).
COURSE CONTENTS:
1.
2.
3.
4.
5.
5.
6.
8.
Nature of Advertising: Definition and significance, Kinds of advertising, advertising

agency structure, function and process, Client agency relationship.
Campaign Planning : product market analysis, setting advertising objectives,
advertising budgets.
Media Decisions : Types of media , factors affecting media selection, Scheduling.
Message Design : Creative strategy, appeals, message format and copywriting, layout
and illustration
Sales Promotion: Nature, Purpose and types of sales promotion activities, factors
affecting sales promotion.
Advertising research : Copy testing, Message testing
Introduction to Public Relations: History, Theory, Public Relations' role in organizations,
The PR practitioner as a consultant.
Public Relations Campaigns. Utilizing the principles and techniques of public relations to
create comprehensive campaigns for actual clients.
TEXT READINGS:
1.
2.
3.
4.
5.
Mahendra Mohan, Advertising Management : Concepts and Cases, New Delhi : Tata
McGraw Hill, New Delhi.
S. R. Chunawala & K. C. Sethia, Foundations of Advertising, New Delhi : Himalya
Publication House.
David Aaker, Rajeev Batra and John Myers. Advertising Management, New Delhi:
Prentice Hall.
George E. Belch and Michal A.Belch. (1993). Introduction to advertising and promotion
: An integrated Marketing Communication perspective. U.S.A : Irwin, 2nd Edition.
Scott M. Cutlip, Allen H. Center, and Glen M. Broom(1985). Effective Public Relations.
Printice-Hall, Inc. : New Delhi.
30
MM-306 : SALES MANAGEMENT AND MERCHANDIZING

COURSE OBJECTIVE:
The objectives of this course are to expose the students to various aspects of sales and
distribution management as an integral part of marketing management, and provide abilities in
sales and distribution system.
EXAMINATION SCHEME:
performance of the student. The semester examination, carrying 60 marks, will have two
sections, A and B. Section A, worth 45 marks, will have five theory questions out of which
students will be required to attempt three questions. Section B, carrying 15 marks, will contain
one or more cases.
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
7.
Personal Selling: The Role of personal selling in marketing mix. The personal selling
process, Personal selling objectives, Types of Sales Jobs.
Theories of Sales Management: objectives, Nature and Scope. Buyer - Seller Dyads,
Theories of selling - AIDAS Theory, "Right set of circumstances" Theory, "Buying
Formula" Theory, and Behavioural Equation Theory of selling.
Sales Planning : Sales Organization, Sales Forecasting, Sales Budgeting, Territory
Design and Setting Quotas.
Operational Sales Management: Selection, Training, Motivation and Compensation,
Evaluation and Control of Sales Force.
Distribution: Design of Distribution Channel, Management of Channels, Managing Cooperation, Conflict and Competition, Vertical and Horizontal Marketing Systems.
Wholesaling and Retailing: Importance, Types, Marketing Decisions for Wholesalers,
Retailing: Importance, Types, Retailer Marketing Decisions.
Physical Distribution: Objectives, Order Processing, Warehousing Inventory,
Transportation, Organizing for Physical Distribution, EDI and supply chain, Internet as a
medium for order processing and Information.
TEXT READINGS:
1.
Philip Kotler, Principles of Marketing Management, New Delhi, Prentice Hall of India,
Millennium Edn. 1998.
2.
Cundiff and Govni, Sales Management - Decisions, Strategy and Cases, New Delhi:
Prentice Hall of India, 1997.
SUGGESTED READINGS:
1.
Watuba R. Thomas ., Sales Management-Texts and Cases, Business Publication Inc.
2.
Johnson, Kurtz and Scheving (1994). Sales Management,Concept Practice and Cases,
McGraw Hill NY.
3.
S. L. Gupta (2000). Sales and Distribution Management, New Delhi: Excel.
3.
F. L. Lobo (1998). Sales and Distribution Management, New Delhi: Global Business
Press.
31
MM 307: FINANCIAL SERVICES

COURSE OBJECTIVE:
The course enables the students to gain insight knowledge relating to the various aspects of
financial services. The course is an effort to understand the nature of emerging financial services
and their regulatory framework, guidelines and management in the present scenario.
EXAMINATION SCHEME:
Section, A and B. Section A, worth 45 marks, will have five theory questions, out of which
students will be required to attempt three questions. Section B, worth 15 marks, will have one or
more case(s)/numerical problem(s).
COURSE CONTENTS:
1. Financial Services: Nature, Scope and Types of Financial Services, Institutions Providing
Financial Services, Types of Financial Services, Introduction and Type of Non-Banking
Financial Services.
2. Mutual funds: Introduction to Mutual Funds, Types of Mutual Fund Schemes, Policy
Guidelines, Procedure to Issue Mutual Fund Scheme, NAV Calculations, Entry & Exit Load,
Advantages of Mutual Fund and Fundamentals to choose a Mutual Fund. Case Study of New
Mutual Fund Schemes in India
3. Leasing and Hire Purchase: Meaning and Types of Leasing and Hire Purchase, Evaluation
of Lease or Buy Decision in Leasing, Evaluation of Hire Purchase, Tax Aspects of Leasing
and Hire Purchase, Advantages and Disadvantages of Leasing and Hire Purchase.
4. Factoring and Forfaiting: Meaning, Types of Factoring, Mechanism of Factoring and
Forfaiting, Evaluation of Factoring, Advantages and Disadvantages of Factoring, Forfaiting
and Bill Discounting, Concept of Acceptance House.
5. Venture Capital Finance: Meaning and Nature of Venture Capital Finance, Stages in
Venture Capital Financing.
6. Consumer Credit: Categories of Installment Credit, Introduction, Meaning, Types of Credit
and Debit Cards, Mechanism of Credit Card and Debit Card and Advantages and
Disadvantages of Debit and Credit Cards.
7. Other Services: Credit Rating Agencies in India, Concepts and Benefits. Introduction and
Types of Derivatives, Concept of Depository Services, Introduction to Brokerage Services,
Concept of Merger and Acquisitions.
32
8. Insurance Services: Meaning of Risk, Kinds of Insurance Business, General Principles of

Insurance and Advantages of Insurance
9. Banking Services: Concepts, Types, Structure and their Significance
TEXT READINGS:
1. Vasant Desai, Financial Market and Financial Services, Himalaya Publishing
House, First Edition 2009
2. Shashi K. Gupta and Nisha Agrawal, Financial Services, Kalyani Publication., 2007
3. M.Y. Khan, Financial Services, Tata Mc Graw Hill, 4th Edu, 2008.
4. B.S.Bhatia, G.S.Batra, Management of Financial Services, Deep and Deep
Publications, 2008.
5. J. C. Verma, Credit Rating:Practice and Procedure, Delhi:Bharat Law House 3rd
Edu, Pvt. Ltd, 2000
SUGGESTED READINGS:
1. Machiraju,H.R.,Merchant Banking, New Age International Pub.Ltd.,Wiley Estern
Ltd., 2000
2. Pandian,Punithavathy, Financial Services and Markets, Vikas Publishing House
Private Ltd.,2009.
MM 308: ENTREPRENEURSHIP
COURSE OBJECTIVE:
The Objective of this course is to acquaint the participants with the basic concept of
Entrepreneurship and the support system provided for the entrepreneurial development in India
EXAMINATION SCHEME:
performance of the student. The Semester Examination, carrying 60 marks will have two
Sections, A and B. Section A, worth 45 marks, will have five theory questions, out of which
more cases.
COURSE CONTENTS:
1. The Entrepreneurial Development Perspective: Concept of Entrepreneurship
Development, Evolution of the concept of Entrepreneur, Entrepreneur Vrs. Intrapreneur,
Entrepreneur Vrs. Entrepreneurship, Entrepreneur Vrs. Manager, Attributes and
characteristics of a successful entrepreneur, Role of Entrepreneur in Indian economy and
developing economies with reference to self-employment development, Entrepreneurial
Culture
33
2. Creating Entrepreneurial Venture: Business Planning process, Environmental

Analysis Search and Scanning, Identifying problems and Opportunities, Defining
Business Idea, Basic Government Procedures to be complied with
3. Project Funding and Management: Technical, Financial, Marketing and Management
Feasibility, Estimating and Financing Funds requirement Schemes offered by various
commercial banks and financial institutions like IDBI, ICICI, SIDBI, SFCs, Venture
Capital Funding, Angel Financing
4. Entrepreneurship Development and Government: Role of Central Government and
the State Governments in promoting Entrepreneurship Introduction to various
incentives, subsidies and grants Export oriented Units Fiscal and Tax Concessions
available, Role of following agencies in the Entrepreneurship development District
Industries Centres (DIC), Small Industries Service Institute (SISI), Entrepreneurship
Development Institute of India (EDII), National Institute of Entrepreneurship & Small
Business Development (NIESBUD), National Entrepreneurship Development Board
(NEDB), Entrepreneurship Development Cells (EDCs), Technology Business Incubator
Units (TBIUs)
5. Intellectual Property: Definitions of Intellectual Property, The importance of
Intellectual Property, Patent Basics, Trademarks and Copyrights, Defining, executing and
protecting IP, How to identify and work with patent attorneys
TEXT READINGS:
1. Vasant Desai (2000), Dynamics of Entrepreneurial Development and Management,
Himalaya Publishing House, Mumbai
2. Colombo Plan Staff College for Technical Education, Manila (CRISP, Bhopal)(1998),
Entrepreneurship Development, Tata McGrawHill, New Delhi [ISBN 0-07-463329-5]
3. Donald F. Kuratko, Richard M. Hodgetts (2007), Entrepreneurship Theory, Process
and Practice, South Western, Delhi [ISBN 81-315-0380-1]
SUGGESTED READINGS:
1. Dr. Aruna Kaulgud, Entrepreneurship Management, Thompson Publishing
2. Prof. Satish Taneja, Dr. S.L. Gupta (2001), Entrepreneurship Development New
Venture Creation, Galgotia Publishing Co., New Delhi {ISBN 81-85989-59-1]
3. S S Khanka (2006), Entrepreneurial Development, S. Chand & Co. Ltd., New Delhi
[ISBN 81-219-1801-4]
34

COURSE OBJECTIVE:
third semester.
EXAMINATION SCHEME:
COURSE CONTENTS:
ALL SUBJECTS AT THE THIRD SEMESTER
35
FOURTH SEMESTER
MM-401 : SERVICE MARKETING
COURSE OBJECTIVE:
The objectives of the course are to expose students to the nature of industrial and service markets
and develop abilities to help them apply marketing concepts in these markets.
EXAMINATION SCHEME:
more cases.
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
Services: Service Sector and Economic Growth, Service Concept, Characteristics and
Classification of Service, Challenges in Service Marketing.
Strategic Issues in Service Marketing: Segmentation, Differentiation and Positioning of
Services.
Marketing Mix in Services Marketing: Product, Price, Place, Promotion, People,
Physical Evidences and Process Decisions.
Designing a Service Strategy: Service Management Process; Internal, External and
Interactive marketing strategies.
Managing Service quality and Productivity: Concept, Dimensions and process; service
quality models (Gronnos and Parsuraman) Application and Limitations, Productivity in
Services.
Applications of Service Marketing: Marketing of Financial, Hospitality, Health,
Educational and Professional Services, Marketing for Non-Profit Organizations and
NGOs.
TEXT READINGS:
1.
Christopher H. Lovelock (1996). Services Marketing, New Delhi: Prentice Hall of India,
3rd Edition.
SUGGESTED READINGS:
1.
2.
Ravi Shankar (1998). Services Marketing, New Delhi, Global Press, 2nd Edition.
V. A. Zeithamal and M. J. Bitner (2002). Service Marketing: Integrating Customer
Across the Firm, McGraw Hill.
36
MM-402 : RURAL MARKETING

COURSE OBJECTIVE:
The objectives of this course are to expose the students to various aspects of rural, event and
direct marketing as an integral part of marketing management, and developed an understanding
of rural, event and direct marketing.
EXAMINATION SCHEME:
one or more cases.
COURSE CONTENTS:
1. Rural Marketing Scenario: Concept, definition, importance, nature and scope of rural
marketing. Problems in Rural Marketing
2. Rural Market Structure: Demographic Environment, Physical Environment, Economic
Environment, Political Environment, Technological Environment, Size of rural market.
3. Rural Economy: The Economic Scenario in Rural India, the rural economic structure,
rural occupation pattern and employment structure, income and consumption, rural
infrastructure and government policies, sources of rural finance.
4. Rural Consumer Behavior: Factors affecting consumer behavior, characteristics and
Psychology of rural consumer.
5. Product, branding and packaging, Distribution in the rural markets, types of rural
channels, selection and management of channels, factors influencing channel decisions,
retailing, transportation, warehousing, Promotion in Rural Markets: role of advertising,
sales promotion, publicity, and personal selling in rural markets.
6. Rural Marketing Strategies: Rural Market Segmentation, Targeting ,Selection of
Segments, Coverage of segments, Positioning, Product Strategies, Pricing Strategies,
Distribution Strategies, Promotion Strategies.
7. Marketing of Farm Products: Marketing Function, Components of Marketing Functions,
Packaging, Packing, Advantages of Packing, Packing Materials, Types of Materials for
Packing, Marketing of Seeds, Manure, Fertilizers, Pesticides, Feeds for Live Stock,
Farming Equipments and Chemicals.
8. Innovation in Rural Marketing: Role of Innovations in rural markets, Importance of
Information and Communication Technology (ICT) in rural distribution.
9. Cooperative Marketing and Emergence of Organized Retailing in rural markets.
37
TEXT READINGS:
1.
2.
3.
CSG Krishnamacharyulu and Lalitha Ramakrishnan (2000). Rural Marketing-Text and

Cases, Singapore: Pearson Education Asia, Ist Edition.
T.P.Gopalswamy (1998). Rural Marketing - Environment Problems and Strategies,
Wheeler Publishing.
R.V. Badi and N.V. Badi, Rural Marketing, Himalaya Publishing House, First Edition,
Mumbai, 2004
SUGGESTED READINGS:
1.
2.
3.
Pradeep Kashyap and Siddhartha Raut, The Rural Marketing Book, Biztantra, New
Delhi, Revised Edition, 2008
S.L. Gupta, Rural Marketing, First Edition, Wisdom Publications, Delhi, 2004
O.S. Shrivastava, Rural Marketing, Quality Publishing Company, New Delhi, 2004
MM-403 : INDUSTRIAL MARKETING

COURSE OBJECTIVE:
The objectives of this course are to expose the student to various aspects of Industrial Marketing
and develop abilities in Industrial marketing.
EXAMINATION SCHEME:
students will be required to attempt three questions. Section B, worth 15 marks, will have one
or more cases.
COURSE CONTENTS:
1.
2.
3.
4.
5.
6.
The nature and concepts of Industrial Marketing : Industrial Vs Consumer marketing,

economics of industrial demand. Resellers marketing.
Understanding Industrial Marketing : Organizational Customers, Governmental agencies,
Institutions, Classifying Industrial Products, Characteristics of organizational
procurement.
Industrial Marketing Environment : Strategies for Managing the Industrial Marketing
Environment.
Organizational Buying and Buyer Behaviour: Concepts and Models of Organizational
Buying Behaviour
Interpersonal dynamics of Industrial Buying Behaviour
: Buying center involvement
and interaction patterns, joint decision-making, conflict and resolution in joint decisionmaking, the buying committee, supplier choice and evaluation.
The strategic planning process in industrial marketing.
38
7.
8.
9.
Industrial Market Segmentation : basis for Segmenting Industrial markets, Target

Marketing and Positioning.
Formulating channel strategies: Marketing channel participants, Physical distribution and
customer service, Formulating the marketing communication - Personal selling,
Advertising, sales promotion and publicity.
Business Pricing: Price determinants, Pricing decisions.
TEXT READINGS:
1.
2.
Robert R.Reeder, Edward G.Brierty, and Betty H. Reeder. (1998). Industrial Marketing,
Analysis, Planning and Control, New Delhi, Edward, PHI, 2nd Edition.
Krishna K. Havldar (2002). Industrial Marketing, Tata Mc Graw Hill, Delhi.
SUGGESTED READINGS:
1.
Michael H. Morris (1992).

Macmillian, 2nd Edition.
Industrial and Organizational Marketing, New York,
MM-404 : INTERNATIONAL MARKETING

COURSE OBJECTIVE:
The objectives of this course are to help the student to gain an understanding of concepts of
International Marketing, types of international markets, demand and supply position in
international markets, import-export documentation, policies and procedures of foreign trade.
EXAMINATION SCHEME:
sections, A and B. Section A worth 45 marks, will have five theory questions out of which
one or more cases.
COURSE CONTENTS:
1.
2.
3.
4.
5.
International Marketing: Basis of International Trade, Theories of International Trade

Absolute Advantage, comparative advantage and factor endowment theory) Difference
between Domestic, International, Multinational, Global Markets, EPRG Frame work.
Scanning of International Environment: Social, Political, Legal, Economic.
Factors Affecting International Trade: Methods of Entry, Types of Regional Agreements,
Role of IMF and WTO in International Trade.
Export Documentation and Procedures and Institutional support for export promotion in
India.
Product: Identifying New Products, International Product Planning, Product Design
Strategy, Product Elimination, Adoption and Diffusion of New Products, Branding
Strategies.
39
6.
7.
8.
Pricing Strategies: Factors Affecting International Prices, Methods of Pricing, Pricing an

International Product, Transfer Pricing, Exchange Rates and its Impact on Pricing, High
Sea Pricing.
Distribution System for International Markets: Direct and Indirect Channels, Factors
Affecting International Channel, International Channel Management, Wholesaling and
Retailing.
Promoting Products / Services in Overseas Markets: Perspectives of International
Advertising, Standardization v/s Localization, Global Media Decisions, Global
Advertising Regulations, Industry Self-Regulation.
TEXT READINGS:
1.
2.
3.
W. J. Keegan (1997). Global Marketing Management, New Delhi, PHI, 5th Edition.
Sack Onkvisit and John J. Shaw (1998). International Marketing Analysis and Strategies,
New Delhi PHI.
Subhash S. Jain (1997). International Marketing Management, Delhi, CBS Publishers
Distributors.
SUGGESTED READINGS:
1.
2.
M.R Czinkota.and Ronkainen (1998). International marketing, Dryden Forthworth.

S.J. Poliwoda, International Marketing, New Delhi, Prentice Hall of India.
MM-405 : DIRECT AND EVENT MARKETING

COURSE OBJECTIVE:
The objectives of this course are to expose the students to various aspects of rural, event and
direct marketing as an integral part of marketing management, and developed an understanding
of rural, event and direct marketing.
EXAMINATION SCHEME:
one or more cases.
COURSE CONTENTS:
1.
2.
Event Management: Concept and significance of events, Designing of an event, types of

events, Event management in rural and urban areas.
Organizing the events : Structure and manage an event planning schedule to improve
profitability, Conduct comprehensive needs assessments and feasibility studies, Identify
and prioritize event goals and objectives, Establish an organizational chart that best suits
your event and details staff and volunteer duties, Implement effective record-keeping
40
3.
4.
systems that meet local, state, and federal requirements, Develop and conduct staff and
volunteer evaluations and performance reviews, Implement thorough training for event
staff and volunteers, Identify and develop a total promotional strategy, including the
event proposal, invitations, advertising, publicity, contests, promotional merchandise,
sales promotions, packaging, and even personal appearances
Sponsorship and type and Event evaluation.
Direct Marketing: Basic concepts and importance of direct marketing in the changing
marketing scenario, Tools of direct marketing, Strategic planning of direct marketing
operations, Preparation of direct marketing, Direct marketing strategies, Control and
evaluation of direct marketing.
TEXT READINGS:
1.
S.S Gaur and S.V. Saggre (1997). Event Marketing and Management, Vikas Publishing
House, New Delhi.
SUGGESTED READINGS:
1.
2.
Mary Robert (1999). Direct Marketing Management, London:Prantice Hall, 2nd Edition.
Gordon Lewis (1995). Direct Marketing Strategies and Tactics, New Delhi, Vision Book.
MM-406 : PRODUCT AND BRAND MANAGEMENT

COURSE OBJECTIVE:
The objectives of this course are to expose the students to basics of product management and
various aspects of advertising and brand management as an integral part of marketing
management and provide abilities in advertising and brand management.
EXAMINATION SCHEME:
one or more cases.
COURSE CONTENTS:
1.
2.
3.
Why Product Marketing: Relationship between competition marketing and product

management, marketing in product management, managing competition.
Product Manager: Functions of Product Manager, Role and Responsibilities of Product
Manager.
Product Life Cycle: Concept of Product Life Cycle and Product Life Cycle as a Strategic
Tool.
41
4.
5.
6.
7.
New Product Development: Importance Process and Organization.

Brand Management: concept, decision, elements and brand portfolio
Brand Association: Brand awareness, identity, equity, image, personality and locality,
managing brand equity through brand loyalty, measuring brand equity.
Branding Strategies: Evaluation of brands, perceived quality, brand positioning and
repositioning. Brand extension decisions.
TEXT READINGS:
1.
2.
3.
Wind Yoram J. (1999). Product Policy: Concepts, Methods and Strategies, Masschusetts,
Addison-Wesley Pub. Co., Reading USA.
Baker Michael and Hart Susan (1999). Product Strategy and Management, London,
Prentice Hall.
Ramanuj Majumdar (1999). Product Management in India, New Delhi, Prentice Hall,
India.
SUGGESTED READINGS:
1
2.
3.
David A. Aaker (1991). Managing Brand Equity, New York. Freepress.

Jean Noel Kapfers (1994). Strategic Brand Management, New York. Freepress.
David A. Aaker (1997). Building Strong Brands, New York. Freepress.
MM 407: ADVANCED INFORMATION TECHNOLOGY TOOLS

COURSE OBJECTIVE:
The objective of this course is to help student to gain understanding of fundamentals of
information technology tools like object oriented programming, computer networks, Internet
Marketing, Electronic Customer Relationship Management, Enterprise Resource Planning,
Electronic Supply chain Management and related issues.
EXAMINATION (External 40 + Practical 20 + Internal 40)
performance of the student. A panel of internal and external examiners will conduct the vivavoce examination at the end of the semester and award marks to the student out of a maximum of
20 marks. The semester examination carrying 40 marks will have eight questions out of which
students will be required to attempt any five questions.
COURSE CONTENTS:
1. Object Oriented Programming: Introduction and advantages of Object Oriented
Programming, Procedural Vs. Object Oriented Languages, Overview of: Objects, Classes,
Encapsulation, Data Binding, inheritance and polymorphism. General form of a C++
Program, I/O with cout and cin, Different Operators and Data Types. for while, do-
42
while, If-else, switch and other conditional statements, Simple C++ programs with
Classes and Objects.
2. Computer Networks: Introduction, goals and applications of computer networks, protocol
hierarchies, topologies, network architecture, simplex, half duplex, full duplex
communication. Network Models: The OSI Reference Model, TCP/IP Model, comparison
between OSI and TCP/IP. Broadcast and Point to Point Network. LAN, MAN and WAN.
Wireless Networking - Wi-Fi.
3. Enterprise Resource Planning: Overview, features, scope and benefits of ERP, Business
Process Reengineering, BPR, ERP and IT, brief study of SAP and BAAN.
4. Electronic Supply Chain Management: Understanding Supply Chain, Decision phases in
supply chain, cycle view and push pull view, IT in supply chain, E-SCM and its importance
and examples.
5. Electronic Customer Relationship Management: Introduction to Electronic Customer
Relation Management, Strategic Importance of E-CRM, Comparison of CRM, SCM and
ERP Concepts.
6. Other IT Tools: Overview of Image Processing and editing, Virtual Reality, Video
Conferencing and Artificial Intelligence.
TEXT READINGS:
1. E. Balagurusamy. Object Oriented Programming with C++, New Delhi, TataMcGraw Hill
Pub. Co. Ltd., Fourth Ed., 2008.
2. Andrew S Tannanbaum, Computer Networks, London, Prentice Hall of India, Third Ed.,
2001.
3. Vinod Kumar Garg and N. K. Venkatakrishan, Enterprise Resource Planning, New Delhi,
Prentice Hall India, 1999.
4. Jagdish Seth, CRM, New Delhi, Tata McGraw Hill Pub. Co. Ltd., 2001.
5. Sunil Chopra and Peter Meindl, Supply Chain Management, New Delhi, Pearson
Publication Pvt.Ltd, 2001.
6. Ward A. Hanson and Kirthi Kalyanam, Internet Marketing & E-commerce, ThomsonSouth Western, 2000.
7. Behl, Ramesh, Information Technology for Management, New Delhi, Tata McGraw-Hill,
2009.
SUGGESTED READINGS:
1. C. S. V. Murthy, E-commerce: Concepts, Models and Strategies, Mumbai, Himalaya
Publishing House 2002.
2. Robert Lafore, Object Oriented Programming in Turbo C++, New Delhi, Galgotia Pub.
Pvt. Ltd., 2000.
3. Behrouz A. Forouzan, Data Communication and Networking, New Delhi, Tata McGraw
Hill Pub. Co. Ltd, 2000.
43
4. Turban, McLean and Wetherbe, Information Technology for Management-Improving

Quality and Productivity, New York, John Wiley and Sons, Inc.
5. Ravi Kalakotta and B. Whinston, Frontiers of E-Commerce, New Delhi, Addison Wesley,
2000.
6. R. Kalakotta and M. Robinsor, E-Business: Roadmap for Success, New Delhi, AddisonWesley, 2000.
MM 408 : MAJOR RESEARCH PROJECT /

MARKETING DECISIONS
COURSE OBJECTIVE:
The objective of Major Research Project / Marketing Decisions is to enable the student to go into
the detail of the given problem and design an effective solution keeping the given constraints and
organizational objectives in mind. This is to enhance the analytical and problem solving ability
of the student.
EXAMINATION SCHEME:
MAJOR RESEARCH PROJECT will be optional with the Marketing Decisions Course.
The MARKETING DECISIONS Course will be a case based course for 60 marks and internal
assessment of 40 marks. To differentiate this course from the Strategic Management, it will be
taught through exhaustive cases of longer length.
The students interested in opting for MAJOR RESEARCH PROJECT will submit the synopsis
of the proposed research work by 30th September every year and a duly constituted Committee
will take the decision regarding the suitability of MRP and allowing a student to opt for it. The
decision about the suitability of the MRP will be taken before the start of concerned semester in
which MRP is offered.
Before the end of IV semester of MBA (MM), the student will be required to submit the final
MRP Report in the hard bound form in the number specified by the Institute. Major Research
Project (MRP) will carry a maximum of 100 marks - out of which, 40 marks will be for the
Internal valuation and External will be of 60 marks out of which 50% will be for report and its
contents and 50 percent will be for the presentation/viva-voce. A panel of external and internal
examiners will jointly award both of these components of marks. The Director/Head of the
Institution will appoint the internal and the external examiner.
44

COURSE OBJECTIVE:
fourth semester.
EXAMINATION SCHEME:
COURSE CONTENTS:
ALL SUBJECTS AT THE FOURTH SEMESTER
45

MBA MM Syllabus

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DEVI AHILYA VISHWAVIDYALAYA, INDORE

PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE

MBA (Marketing Management)

HUMAN RESOURCE MANAGEMENT

DEVELOPMENT AND MANAGEMENT OF INFORMATION SYSTEMS

Concept of Management: Functions and Responsibilities of Managers, Fayol's Principles

Harold Koontz, O'Donnell and HeinzWeihrich (1992). Essentials of Management, New

Harold Koontz, HeinzWeihrich (1994). Management: A Global Perspective, New Delhi,

MM-102 : BUSINESS COMMUNICATION

William V. Ruch (1991). Business Communication, Maxwell Macmillan, New York.

MM-103: ORGANIZATIONAL BEHAVIOUR

6. Organizational Change and Stress Management: forces of Change, Resistance to Change,

Stephen P. Robbins (2000). Organizational Behaviour: Concepts, Controversies, and

MM-104 : PRINCIPLES OF MARKETING MANAGEMENT

Marketing Concepts: Customer Value and Satisfaction, Customers Delight,

Market Segmentation, Targeting, Positioning: Market segmentations, levels of market

MM 105: ACCOUNTING FOR MARKETING MANAGERS

MM-106: INFORMATION TECHNOLOGY FOR MANAGERS

Fundamental of Computer System: History of computers, Generations of computers,

Number System: Introduction to Number System, Decimal, Binary, Octal, Hexadecimal,

Application Software (MS-Office)

MS PowerPoint: PowerPoint Basics, Creating Presentation, Working with Text Graphics,

Database Management System: Concepts of Data and Information, Introduction and

Computer Virus, Trojan Horse and Worms and their Prevention

MM 107 : STATISTICAL METHODS FOR BUSINESS DECESIONS

Introduction to Statistics: Meaning and Definition of Statistics, Scope and Limitations of

MM 108: RETAIL MANAGEMENT

Forms of Retail Promotion and Communicating with Customers, Factors Affecting

MM 109 : COMPREHENSIVE VIVA VOCE

Knowledge of Business Organizations and Organization Culture, influence and Change

Michael Armstrong (2001). A Handbook of Human Resource Practice, London, Kogan

MM 202: FINANCIAL MANAGEMENT

2. Ratio Analysis: Liquidity, Activity, Profitability and Leverage Ratios. Interpretation of

MM 203: OPERATIONS MANAGEMENT

Introduction to Production and Operations Management: Nature of Production /

Buyer-Seller Relations, Inventory: Importance and Scope, Selective Inventory Control,

R. Paneerselvam. Production and Operations Management, New Delhi, Prentice Hall of

James R. Evans, David R. Anderson, Dennis J. Sweeney and Thomas A. Williams,

MM-204 : QUANTITATIVE TECHNIQUE

Quantitative Techniques and Operations Research: Meaning, Scope of Quantitative

MM 205: E-BUSINESS FUNDAMENTALS

E-Business: Fundamentals, E-Business Framework, E-Business Application, Network

Electronic Payment System: Type of E-payment, Digital Token-Based E-payment, Smart

Inter-Organization Management: EDI Application in Business, Standardization and EDI,

E-Business and Marketing: Internet Marketing Vs Physical Offline Marketing, Internet

Web-catalogues, Business Care for Documents Library, Type of Digital Documents,

Future of Electronic-Business: Mobile and Wireless Computing Fundamentals and

Jawadekar, Waman, S. Management Information System-A Digital-Firm Perspective,

MM-206 : MARKETING RESEARCH

William G. Zikmund, Business Research Methods, Orlando: Dryden Press.

MM 207: BUSINESS ETHICS AND MANAGEMENT BY INDIAN VALUES

PART I- BUSINESS ETHICS

PART II -MANAGEMENT BY INDIAN VALUES

Indian Heritage and Productivity: Productive Efficiency and Spirituality, Business

MM 208: CUSTOMER RELATIONSHIP MANAGEMENT

MM 209 : COMPREHENSIVE VIVA VOCE

Introduction to Information Systems: Definition, Concepts and Recognition of

Information Systems for Operations, Management and Strategic Advantage: Information

System Concepts and the Information Systems Environment: Definition, Characteristics

Information System Design: Systems Design Considerations, Input / Output Form

Information System Implementation, Change Management and Control.

MM-302 : SUPPLY CHAIN MANAGEMENT

Introduction to logistics : Its interface with production and marketing; measures of

Supply Chain Management