Marketing Management
Sr.
No. Content
Introduction to Marketing Concept
Evolution of Marketing from
1 the marketing with respect
Production to Sustainability &
Customer Orientation
Understanding the Basics:
Concept of Need, Want and Demand
Concept of Product and Brand
2 Business Environment in India
Demand States & Marketing Tasks
Company Orientation towards the
Market Place
Marketing Environment :
Marketing Environment and
3 students to compare various
Evaluation of Market Opportunities
like Services, Rural & International
Market Research & Marketing
4
Information Systems and Demand
Forecasting and Market Potential
Analysis
Consumer Buying Process &
Organizational Buying Behaviour
5
Pillars of Marketing - Market
Segmentation, Target Marketing,
6 Positioning & Differentiation
Marketing Mix and Product Decisions
– Product Life Cycle, & Brand
7 in decision Making
New Product Development Process
8 process
Pricing Decisions
9 the organizations in different Sectors
Distribution Decisions – Logistics &
Channel Decisions (Retail, E-
10 commerce, etc.)
Promotion Decisions – Integrated
Marketing Communications Concept:
Advertising, Sales Promotions, Public
Relations, Direct Marketing;
11
Communication Tools
Activity* Learning outcomes
Students will develop basic
understanding of concepts in
to historical development of the
subject
Making students familiar with the
Fundamental concepts and
vocabulary or practices from
business perspective in the
Organization.
Understanding of the
Marketing environment to help
opportunities available in various
sectors.
To familiarize students with
various concepts relatedto
market research and its
utility.
Helping students to focus on
Important issues related to
success in consumer buying
behavioural process vis a vis
organizational buying behaviour
process.
Imparting knowledge of
various important marketing
concepts.
Various practices related to
The important aspects of marketing
Understanding mechanism of
developing a new product related
To understand the pricing dynamics
being practiced by
Understanding of operational issues
in order to support marketing-
process
To familiarize students with various
concepts relatedto Communication
Design Process in effective
marketing
practices

12 Personal Selling & Sales Management
Overview of Marketing Strategies:
BCG, Ansoff, GE, Shell Model, Porter
13 Generic Model, 5 Forces Model, PLC,
7s Model of Marketing, A Little
Model, Value Chain Model
14 Case Studies and Presentations
To understand the important
aspects direct marketing in
the Changing circumstance with the
help of latest development
To make students understand basics
of various models and their
application in their field of work
Financial Management

Sr.
Content Activity Learning outcomes
No.
Objective of financial management Lecture
Functions and decisions of financial management and Understanding the basic concepts
1 Indian Financial system - Functions of the financial theoretical of corporate finance and Indian
system; Financial Assets; Financial markets; discussion financial system
Financial intermediaries; Regulatory system
Lecture,
Financial performance analysis using Ratio exercises Ability to analyse the financial
2
Analysis and statements of companies using ratios
assignment
Working Capital Management - Estimation and Lecture, Ability to calculate the working
Financing exercises capital requirements; analyse
3 Inventory Management and case working capital policies and
Receivables Management discussion understanding operating and cash
Cash Management cycle
Financial Planning and Forecasting Lecture
Meaning and importance of financial planning and
Ability to prepare pro-forma
Approaches to financial planning exercises
4 financial statements and calculate the
Preparation of Pro-forma Income Statement and
EFR
Balance Sheet
Computation of external financing requirements
Investment (Project) identification, feasibility Lecture,
Ability to use various evaluation
analysis with sensitivities, constraints and long exercises
techniques like NPV, IRR, PI,
5 term cash flow projection and case
payback period etc. for evaluating
Capital Budgeting and Investment Decision discussion
capital expenditure decision
Analysis
Theoretical Understanding the features and
6 Sources of Finance - Short Term and Long Term discussion characteristics of various financing
options
Theory of capital structure: Net income approach; Lecture Understanding different capital
7 Net operating income approach; MM approach; and structure theories and the impact of
Traditional approach exercises D/E ratio on EPS
Capital Structure Planning and Designing capital Lecture
Ability to design the optimal capital
8 structure based on EBIT and EPS/MPS approach and
structure
Factors affecting capital structure exercises
Capital Structure Planning and Leverage Analysis: Lecture
Ability to calculate DOL, DFL and
9 Operating, financial and total and
DCL
Capital Structure Planning and cost of capital exercises
Dividend Policy: Factors affecting dividend Lecture
Understanding the impact of
policy decision; and
10 dividend payout ratio and retention
Dividend decision models; Walter model; Gordon exercises
ratio on company’s financial position
model; MM approach
Operation Research

Sr.
No. Content Activity Learning outcomes
Linear Programming-
Use of Solver/ similar Understand application in
Formulation, Solution by
software for decision business.
1 graph, Simplex, Duality,
making, cases in various Data Envelopment Analysis as
post optimality and
scenarios of management extension of LPP model
Sensitivity Analysis
Use of Solver/ similar
Understand special cases of
Transportation problem software for decision
2 LPP and apply in appropriate
with special cases making, cases in various
situation
scenarios of management
Use of Solver/ similar
Understand special case of LPP
Assignment Problem with software for decision
3 and apply in appropriate
special cases making, cases in various
situation
scenarios of management
Use of Solver/ similar
Game theory- Zerosum software for decision Understand Competitive
4
games making, cases in various environment of business
scenarios of management
Use of Solver/ similar
Decision Theory- Under
software for decision Understand project
5 Risk, Uncertainty,
making, cases in various management techniques
decision tree
scenarios of management
Use of Solver/ similar
Waiting lines model- Understand queue model as a
software for decision
6 (M|M|1):(FIFO|∞|∞) with measure of performance of
making, cases in various
cost implication system
scenarios of management
Simulation- queue In want of assumptions of the
Create models in
7 system, inventory and model a working system can be
Microsoft Excel
demand simulation created
Business Research Method

Sr.
Content Activity Learning outcomes
No.
Meaning of research; Types of research-
Exploratory research, Conclusive research;
Introduction to
1 Lecture The process of research; Research
Research
applications in social and business sciences;
Features of a Good research study.
Defining the Research problem; Management
Decision Problem vs Management Research
Research Problem Problem; Problem identification process;
and Formulation of Components of the research problem;
2 Lecture
Research Formulating the research hypothesis- Types of
Hypotheses Research hypothesis; Writing a research
proposal- Contents of a research proposal and
types of research proposals.
Meaning of Research Designs; Nature and
Classification of Research Designs;
Exploratory Research Designs: Secondary
Resource analysis, Case study Method, Expert
3 Research Design Lecture opinion survey, Focus group discussions;
Descriptive Research Designs: Cross-
sectional studies and Longitudinal studies;
Experimental Designs, Errors affecting
Research Design
Classification of Data; Secondary Data: Uses,
Advantages, Disadvantages, Types and
Primary and
4 Field Work sources; Primary Data Collection:
Secondary Data
Observation method, Focus Group
Discussion, Personal Interview method
Types of Measurement Scales; Attitude;
Classification of Scales: Single item vs
5 Attitude Lecture Multiple Item scale, Comparative vs Non-
Measurement Comparative scales, Measurement Error,
Criteria for Good Measurement
and Scaling
Questionnaire method; Types of
6 Lecture Questionnaires; Process of Questionnaire
Questionnaire Designing; Advantages and Disadvantages of
Design Questionnaire Method

Sampling concepts- Sample vs Census,

Sampling vs Non Sampling error; Sampling
Design- Probability and Non Probability
Sampling design; Determination of Sample
size- Sample size for estimating population
Case Study and
mean, Determination of sample size for
7 SPSS / Excel
Sampling and estimating the population proportion
Data Editing- Field Editing, Centralized in
Data house editing; Coding- Coding Closed ended
Processing structured Questions, Coding open ended
structured Questions; Classification and
Tabulation of Data.
 Descriptive vs Inferential Analysis,
Descriptive Analysis of Univariate data-
Analysis of Nominal scale data with only one
Univariate and possible response, Analysis of Nominal scale
8 Bivariate Analysis SPSS Lab / Excel data with multiple category responses,
of Data Analysis of Ordinal Scaled Questions,
Measures of Central Tendency, Measures of
Dispersion; Descriptive Analysis of Bivariate
data
Concepts in Testing of Hypothesis – Steps in
testing of hypothesis, Test Statistic for testing
hypothesis about population mean; Tests
concerning Means- the case of single
Testing of Analyzing
9 population; Tests for Difference between two
Hypotheses Primary Data
population means; Tests concerning
population proportion- the case of single
population; Tests for difference between two
population proportions.
Chi square test for the Goodness of Fit; Chi
Analyzing square test for the independence of variables;
10 Chi-square Analysis
Primary Data Chi square test for the equality of more than
two population proportions
Lecture and Completely randomized design in a one-way
Analysis of
11 Analyzing ANOVA; Randomized block design in two
Variance
Primary Data way ANOVA; Factorial design
Types of research reports – Brief reports and
Research Report
Detailed reports; Report writing: Structure of
12 Writing and Ethics Lecture
the research report- Preliminary section, Main
in research
report, Interpretations of Results and
Suggested Recommendations; Report writing:
Formulation rules for writing the report:
Guidelines for presenting tabular data,
Guidelines for visual Representations.
Meaning of Research Ethics; Clients Ethical
code; Researchers Ethical code; Ethical Codes
related to respondents; Responsibility of
ethics in research
Presentation /
13 PowerPoint
Report
Human Resource Managemment
sr Content Activity
Human Resource
Management
1 Lecture
Organization of Personnel
2 Lecture
Functions
Manpower Planning
3 Lecture
Motivating Employees –
4 Lecture
Performance Appraisal
Systems
5 Lecture
Training & Development –
6 Lecture
Organisation Development –
7 Lecture
Management of Organizational
Change
8 Lectur
e of OD interventions strategically
9 HRD Strategies for Long Lectur
Term Planning & Growth
e
10 Case Studies and
Presentations
Learning outcomes
Apply the theoretical and practical aspects of
human resource management to formulate
strategies that will enable organizations to
achieve both operational and strategic goals
related to the organization’s human capital.
Understand the scope of HRM and its
relationship to other social sciences
Study the personnel function with respect to its
organization , polices and responsibilities in an
organization
Understand the importance and the process of
man power planning, the process of job
analysis, compare and contrast methods used
for selection and placement of human
resources.
Understand the application of the theories of
motivation , explaining the difference between
internal and external equity in terms of
monetary and non-monetary rewards and
recognition
Discuss the importance and process of
performance management, organizational
strategic planning and succession planning.
Describe the steps required to analyze needs ,
develop and evaluate an employee training and
development programs in organizations
Define the concept and practice of change
management and organizational development;
with an analytical insight related to application
Business Environment
Sr.
No Content
.
Business environment - definition, nature
and scope, distinction between internal
1 Lecture
and external environment of business,
limitations of environmental analysis.
Socio-cultural environment of business:
2 elements of culture, the impact of culture
on business, multiculturalism
Political environment of business: The
State and it's branches, political ideals
3 including liberty, equality, fraternity and
tolerance. The politics of coalition
governments
Regulatory environment of business,
including the need for effective
4 regulation and governance as well as the
ingredients of a good system of
regulation
Regulatory environment of business,
including the need for effective
5 regulation and governance as well as the
ingredients of a good system of
regulation
Ecological issues and sustainable
6 development
National Income: Growth and
development. Interconnectivity between
macroeconomic variables & Business
Cycles.
The concept of Inclusive growth
7 Lecture
Subsidies, JAM (Jandhan, Aadhar and
Mobile) and the "Make in India
Campaign”.
Money and Banking: including money
8 supply, demand for money, credit
creation.
Activity Learning outcomes
The students should be able to
decipher, analyse and understand
the environment of business.
The students should be able to
Lecture
and a case decipher, analyse and understand
study the environment of business.
The students should be able to
Lecture decipher, analyse and understand
and a case the environment of business.
study
The students should be able to
decipher, analyse and understand
Lecture the environment of business.
The students should be able to
decipher, analyse and understand
Lecture the environment of business.
The students should be able to
-- Do -- decipher, analyse and understand
the environment of business.
Students should be able to
understand the need for various
campaigns and also the impact of
changes in the various
macroeconomic variables on
economy as well as on business.
Students should be able to
understand the need for various
Lecture campaigns and also the impact of
changes in the various
macroeconomic variables on
economy as well as on business
 Central Banking and Monetary Policy:
instruments of credit control, objectives
9 of monetary policy. Inflation: the
concept, demand pull, cost push
inflation. Inflation & monetary policy
Budget, budgetary deficit, fiscal deficit
10 and fiscal policy: aims, objectives and
efficacy.
The LPG model (Liberalisation,
11 Privatization and Globalisation) : genesis,
features, problems and prospects
Balance of Payments. International trade
12
blocks, IMF, IBRD, WTO.
13 Presentations by students
Students should be able to
understand the various instruments
Lecture
of credit control, and its impact on
economy and business.
Students will develop
Lecture
understanding about the Union
and a case
Budget and its impact on the
study
various sectors
Students should develop an
understanding of the opportunities
Lecture
& challenges of the policies relating
to LPG with reference to business.
Students should develop a holistic
Lecture understanding of the external sector
as well as multilateral organization.
Students should develop a holistic
understanding of the external sector
as well as multilateral organization
Enterpreneurship Managment
Sr.
Content
No.
(A) Entrepreneurial Perspective :
• Concept of entrepreneur,
entrepreneurship and enterprise,
1 Lecture
advantages of entrepreneurship
• Nature and development of
entreprener and entrepreneurship
• opportunity -based
entrepreneurship
2 • social entrepreneurship
• entrepreneurship by Dalits
• technopreneurship
Gender bias and women
3 realise and harness the potential
entrepreneurs
Entrepreneurs, managers and
4 intrapreneurs : similarities and
differences
Innovation, creativity and
5
entrepreneurship
(B) The
Entrepreneurial
Environment:
6 Lecture
• Analysis of business
opportunities in both the domestic
and global
economies, including the analysis
of PEST factors
• Quick-start routes to establish a
business (franchising,
7 ancillarising and asquisitioning)
• Support organisations for
an entrepreneur and their
role
• Legal framework for starting
a business in India
8 • The Make in India Campaign,
the Digital India Campaign and
the opportunities for start ups in
India
Activity Learning outcomes
To gain an understanding of
entrepreneurship, as well as to
realise and harness the potential
of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture
realise and harness the potential
of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture and
a case study
of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture realise and harness the potential
of new ventures and start ups.
Lecture and To gain an understanding of
a case study entrepreneurship, as well as to
realise and harness the
potential of new ventures and
start ups.
To gain an understanding of
entrepreneurship, as well as to
realise and harness the
potential of new ventures and
start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture realise and harness the
potential of new ventures and
start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture realise and harness the
potential of new ventures and
start ups.

(C) The Enterprise Launching :
9 • Product / Project identification
• Preparing a Business Plan
• Business financing, including
10 venture capital finance and private
equity
• Managing early growth of business
11 • New venture expansion - strategies
and issues
• International variations in
entrepreneurship ( including cultural
12 and political differences)
• Indian Family Business: genesis,
features, issues and challenges
13 Presentations by students
To gain an understanding of
entrepreneurship, as well as to
Lecture and
realise and harness the potential
a case study
of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture realise and harness the potential
of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
Lecture and realise and harness the potential
a case study of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
-- Do -- realise and harness the potential
of new ventures and start ups.
To gain an understanding of
entrepreneurship, as well as to
realise and harness the potential
of new ventures and start ups.