AGBS Sem-IV Syllabus

E - COMMERCE
Course Code: MGBIT 20401 Credit Units: 04
Course Contents:
Module I: E-commerce: Foundation
Definitions and content of EC field
Advantages and Limitations
The Driving Forces of EC
Impact of EC
EC Strategy
Module II: Launching a Business on the Internet

Internet Architecture
The Life Cycle Approach
Overview of the different phases
The Network
Information Transfer
Hosting a web site
Module III: Success & Failure of E commerce ventures

Things that can go wrong
Site visibility
Evaluation of web sites and usability testing
Web site content and traffic management
We site Optimization
Module IV: E-Tailing (Retailing in EC - B2C)

Overview of Market
Business Models of Electronic Marketing
Direct Marketing
Online Customer Service
Global versus Regional Marketing
Internet Shopping
Module V: E-Business Models, E- Marketing & E-Advertising

E-business
Various Business Models
Characteristics
Models of B2B EC
E-advertising
E-marketing
Module VI: Electronic Payment Systems

Services and Cash flow
Electronic Payment Media
Payment System Models
Cyber Banking
Module VII: E-Security

The Risks in Cyberspace
Protection and Recovery
-------------------------------------------------------------Amity Global Varsity-----------------------------------------------------
Encryption
Module VIII: Legal and Ethical Issues

The Major Threats
Taxation Issues
Legal Disputes
Indian IT Act and Right to Information Act
Cyber Laws: A Global Perspective
Module IX: M-Commerce & Global EC

M-commerce in Indian and global perspective
Market Place versus Market space
Virtual Communities
Global EC
Module X: The Future

Beyond e commerce
Implications of emerging technologies
Research in EC
Future of EC
 Turban, Lee, King and Chung, 2005, Electronic Commerce- A Managerial Perspective, Pearson Education
 Awad Elias M, 2004, Electronic Commerce: From Vision To Fulfillment Prentice Hall, 4th Edition
 Joseph P T , 2000- Electronic Commerce: A Managerial Perspective Prentice Hall.
 Ravi Kalakota and Andrew B Whinston, 2002, Frontiers of Electronic Commerce Addison Wesley
 Parag Diwan and Sunil Sharma, 2002, Electronic Commerce (Excel Books, New Delhi)
 Kennith Laudon and Jane Laudon – Management Information Systems: Managing the Digital Firm 2005, (Ninth Edition)
Prentice Hall.
 Raymond Frost and Judy Strauss, 2002, "E Marketing", Prentice Hall
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GLOBAL CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY MANAGEMENT
Course Code: MGBIB 20401 Credit Units: 04
Course Contents
Module I: Introduction
 Definitions, relevance and need for internalization of CSR & sustainability management for corporations
 Principles of Sustainable Management
 Triple Bottom Line – TBL/3BL: ‘People, Planet, Profit’ : the social, environmental, and financial accountability of
businesses
Module II: Principles of Sustainable Management (SM)

 Social and environmental sustainability challenges
 Integration of SM with commercial and economic success
 Current practices of sustainability in business
 Global issues and major frameworks
 Scientific foundations and economic principles
Module III: Strategic Corporate Social Responsibility

 Bottom of The Pyramid: Social Responsibility or Market Opportunity
 Corporate Strategy and CSR
 What CSR Is and Is Not
 A Moral Argument for CSR
 A Rational Argument for CSR
 An Economic Argument for CSR
 Why is CSR Relevant Today
 CSR: Do Stakeholders Care?
Module IV: The Strategic Context of CSR & its Implementation

 The Strategic Lens: The E.S.C.S. Framework
 Positive Brand Building
 Crisis Management
 CSR Business Plan of Action - Short Term & Medium term
 Implementation From a Strategic Perspective: Planning
 Implementation From a Firm Perspective: Action
Module V: Managing Global Corporate Social Responsibility: Issues

 Organizational Issues
 Economic Issues
 Societal Issues
Module VI: Triple Bottom Line (TBL/3BL) – the goal of sustainability

 Definition
 The Bottom Lines
 Arguments in favor of the concept
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 Arguments against the concept

 Legislation
Module VII: Monitoring and Reporting Systems

 Energy, Environment and Social Audits
 Sustainability Reporting
 William B. Werther Jr.& David Chandler,” Strategic Corporate Social responsibility ,Stakeholders in a Global
Environment “, SAGE Publications:
 Kotler Philip & Nancy Lee, “Corporate Social Responsibility: Doing the Most Good for your company and your Cause”,
John Wiley & Sons, Inc.
 C. K.Prahalad & Allen Hammond,” Serving the World’s Poor, Profitably”, Harvard Business Review, September 2002
 Kotler P & Roberto EL,” Social marketing. Strategies for changing public behavior. New York, Free Press, 1989. xii,
 Andreasen Alan R.,” Ethics in Social Marketing “ Georgetown university Press, 2001
 Doppelt Bob ,” Leading Change toward Sustainability, A Change-Management Guide for Business, Government and Civil
Society”, Greenleaf Publishing, 2003
Helpful Websites
www.beyondgreypinstripes.org
www.csrwire.com
www.ibef.org
www.rmes.ubc.ca
www.learningforsustainability.net
www.iisd.org/networks/manage
www.imd.ch/research/centers/csm/index.cfm
www.ibscdc.org
www.trst.com
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BUSINESS COMMUNICATION - IV
Course Code: MGBBS 20401 Credit Units: 01
Course Objective:
The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and offers cultural
communication challenges. This course is designed to inculcate transcultural communication skills among the young Amitians.
Course Contents:
Module I: Importance of Culture in Communication
Principles of effective cross cultural communication
Developing Communication Competence
Module II: Barriers to effective communication

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

Characteristics of culture
Social differences
Contextual differences
Nonverbal differences
Ethnocentrism
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a presentation for
20 marks over and above the teaching hours. They will have to be programmed accordingly.
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BEHAVIOURAL SCIENCE – IV (PERSONAL AND PROFESSIONAL EXCELLENCE)
Course Code: MGBBS 20402 Credit Units: 01
Course Contents:
Module I: Individual, Society and Nation
Individual Differences and Dimensions of Personality
Socialization Process
Relating to the Nation: Values, Culture, Religion
Sense of pride and Patriotism
Managing Diversity
Module II: Components of Excellence

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

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

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

Building independence & interdependence
Reducing resistance to change
Continued reflection (Placements, events, seminars, conferences, projects extracurricular Activities etc.)
Module VI: End-of-Semester Appraisal

Viva based on personal journal
Assessment of Behavioral change as a result of training
Exit Level Rating by Self and Observer
References:
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 J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer & Company
 Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers
 Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi.
 Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi
DISSERTATION
Course Code: MGBDI 20460 Credit Units: 09
Course Objective:
Dissertation provides an opportunity to the students to demonstrate the ability to devise, to show the application of skills of data
collection, critical analysis and concept synthesis necessary for formation of defensible conclusions. It also provides a platform to
demonstrate ability to draw appropriate conclusions argued from the evidence presented and also a forum to demonstrate the
skills of structuring and present a balanced informed, complete, clear and concise written argument.
Examination Scheme:
Contents & Layout of the Report 30
Conceptual Framework 10
Objectives & Methodology 15
Implications & Conclusions 15
Viva/ Presentations 30
Total 100
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ELECTIVE PAPERS FOR SPECIALIZATION IN MARKETING

ADVANCED MARKETING RESERACH
Course Code: MGBMK 20401 Credit Units: 04
Contents:
UNIT-I: Marketing Research - Introduction

What is marketing research?
Basic & applied Research
Value & limitations
Overview of research process
Users and Doers
UNIT-II: Marketing Information & Decision Support Systems

Application of Marketing Research
Variety of applications
The client / researcher interface
Articulation with decision stages
Information systems and marketing research
UNIT-III: Research objectives & plans

The research objectives
The research plan
UNIT-IV: Experimental Designs

The setting of experiments
True experimental design
Extension of true experimental design
How to select an experimental design?
UNIT-V: Measurement and Scaling

Managerial considerations for measurement error avoidance
The development of measurement scaling methods
Selecting the appropriate scale to use
UNIT-VI: Questionnaire design & Qualitative Research

Functions of questionnaire
Questionnaire design
Observation and psychological measures
UNIT-VII: Sampling, Data analysis and interpretation

Researcher summary of sampling selection
Sampling size decisions
Investigation of Associations (Interdependence methods)
Factor analysis, cluster analysis, multidimensional scaling
Planning requirements of efficient analysis

UNIT-VIII: Presentation of research findings and follow through
International Marketing Research
Forecasting procedures in M.R.
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Product Research
Advertising research
Marketing & Sales Analysis Research
Brand positioning and Market segmentation
Evaluating new marketing strategies
UNIT-IX: Emerging applications of MR - database marketing & relationship marketing

Client / researcher interface
Client / researcher management concern
Managing marketing research development
Marketing research agencies
M.R. organization
Research for M.R.
UNIT-X: Ethical issues in Marketing Research

Code of ethics
Ethical issues involving the treatment of respondents/subjects
Ethical issues in the treatment of buyers / clients
Ethical issues relating to the treatment of research
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Consumer Behaviour
Course Code: MGBMK 20402 Credit Units: 04
Course Contents:
Module I: Introduction
Defining and describing the scope of Consumer Behaviour
A few examples of consumer behavior having a variety of marketing implication
Consumer characteristics leading to selection of target markets
Module II: Environmental influences

Socio- culture influnces
Role of :
Culture
Sub-culture
Social Class
Social Groups
Inter-personal influnces
Module III: Individual determinants of consumer behaviour

How consumer proceeds through a decision process relating to product and services
Personality and Self concept
Motivation and involment
Information processing
Learning and Memory
Attitudes and Attitude change
Module IV: Consumer Decision Process

Decision-making based on envirnmental influnces and individual determinants
Problem Recognition
Information Search and evaluation
Purchasing process
Post purchase behaviour
Module V: Popular models of consumer behavior

Consumer Research Process
Importance of research in marketing decision making
Consumerism-Consumer position in society and the problems facing the marker place and the marketer
Ethical and Social Responsibilities of Business, Government and consumers themselves
Module VI: Organizational Buying Behaviour

Psychology of Buyers and Suppliers
The concepts of Buying Centre
The role of each of the member involved in organization buying process
The weightage given to obervations/comments of each member in term of materials, quality, delivery and price issue while
making final buying decisions
Learning Methods:
Tutorials, Interactive sessions, Case studies, Field visits, Management games, Extensive research projects, Seminars, Weekend
experience in companies - the course is covered by adopting a combination of lecture methods, class presentation by groups of
students, self study sessions. Each student is required to do the back ground reading from the specified chapters of the prescribed
book before coming to class. Cases are also to be analyzed, discussed in groups (teams) outside the class as preparatory work.
Examination Scheme:
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Components P1 C1 CT1 EE
Weightage (%) 10 10 20 60
References:
 Sheth Jagdish N, 2002, - Consumer Behaviour and Beyond, Banwari Mittal, Brunce I Newman, The Drydon Press Harcourt
Brace College Publishers
 Rose D. Blackwell, Paul W. Minard, James F Engel, 2001, Consumer Behavior, Harcourt collage Publisher, 9th edition
2nd edition,
 Leon G Schifman, Leshe Largar Kamank, 2002, Consumer Behaviour, Prentice Hall of India, 7th Edition
Elective Papers for Specialization in HR
Recruitment, Selection, Training & Development
Course Code: MGBHR 20401 Credit Units: 04
Course Contents:
Module I: Introduction to Recruitment

Introduction and Importance of Recruitment
Recruitment strategies in diverse work force
Labour Market information & Sources
Forecasting supply and demand for labour
Internal & External Applicants
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Summary, Review Questions & Case Studies
Module II: Employee Selection

Selection – An HR Responsibility
Evaluating Abilities & Selection Process
Screening & Hiring Alternatives
International HRM, Expatriate Rights
Temporary and Leasing Help
Module III: Trends effecting HRM & Requirement of Training

Impact of technology
Diversity initiatives at Intel, Cisco Systems
Industry and occupational trends
Strategies to accommodate change
Summary & Review Questions, Case Studies.
Module IV: Managerial Effectiveness & Training

Tools to improve managerial effectiveness - Kaizen
Quality Circles - Time Management
Training Process and Methodology –
Need and objectives, Tools and Aids for Training
Learning Principles, Climate for Change
Summary & Review Questions, Case Studies.
Module V: Retaining Human Resources

Global Dilemma, Managing Transnational Teams
Motivation – Rewarding and Rewarded Jobs
Team / Incentive based systems
Design and redesign of working systems
Summary & Review Questions, Case Studies
Learning Methods:
Examination Scheme:
Weightage (%) 10 10 20 60
References:
 Pareek, Udai Managing transition: the HRD response; conference papers - New Delhi: Tata McGraw-Hill, 1992
 Appraising and Developing Managerial Performance - Rao, T V. Ahmedabad: A H R D, 1992
 Robbins, Stephen. P. Management, PHI, New Delhi, 2000
 Udai Pareek, 2000, Understanding Organisational Behaviour, Oxford University Press.
 Monappa, Arun, Managing human resources - Delhi: Macmillan, 1997
 Mejia, Luis R G,Managing human resource,4 th, Pearson Education,New Delhi,2006
 Beck, Robert C,Motivation theories and principles,Pearson Education,New Delhi,2000
 Cascio, Wayne F, Managing Human Resource, 6th, Tata McGraw Hill, New Delhi,2003
 Ivancevich, John M, Human resource management, Tata McGraw Hill, New Delhi,2004
 Sanghi, Seema, Towards personal excellence, Response Books, New Delhi, 2002
 Epstein Robert, The Big Book of Motivation Games, Tata McGraw Hill, New Delhi, 2001
 Aswthappa, K., HR and Personnel Management, Tata McGraw Hill, New Delhi, 2005
 Biddle, Derek, Human Aspects of Management, 2nd, Jaico Publishing House, Mumbai, 2002
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Performance Appraisal and Potential Evaluation
Course Code: MGBHR 20402 Credit Units: 04
Course Contents:
Module I: Introduction to Performance Appraisal

Performance Appraisal Management System
Classical approaches to people and organisations
Current trends in Performance Appraisal
Definition, Ethics and Concepts of Performance Management
Module II: Evaluation of Management Systems

Performance Management and feedback
Need and objective of Appraisal Systems
Tools and aids for evaluation of performance
Model for benchmarking HR Practices, Legal Considerations
Module III: Methods and importance of Performance Management

Importance and Scope of Performance Management
Different methods of Performance Appraisal
Rating Errors & Tools for improvement
Steps for effective Performance Appraisal System
Module IV: Management by Objectives

Management by Objectives
Appraisal Schedule, Problems with PA Forms
Monitoring Employees on the job
International Applications
Competency Mapping
Module V: Training and Development

Training the Appraisers
Planning and strategizing training
Integrating training with Performance management systems
Importance of employee development
Setting Objectives and Selecting Training Approach
Learning Methods:
Examination Scheme:
Weightage (%) 10 10 20 60
References:
Personnel Management for Executives - Chaturvedi, K K. Mumbai: Himalaya, 1998

Effective Personnel Management: a skill and activity based approach - Anderson, Alan H Oxford: Blackwell, 1994
Personnel Management: modern concepts and techniques - Dessler, Gary 3rd ed - Reston: Reston Pub, 1984
Mackay, Lesley The Changing nature of personnel management - London: Institute of Personnel Management, 1987
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Mills, Gordon E. Analysis in human resource training and organization development - Reading: Addison-Wesley, 1988
Pareek, Udai Managing transition: the HRD response; conference papers - New Delhi: Tata McGraw-Hill, 1992
Pettman, Barrie O. Manpower planning workbook - England: Gower, 1984
Beck, Robert C,Motivation theories and principles,Pearson Education,New Delhi,2000
Cascio, Wayne F,Managing Human Resource, 6th, Tata McGraw Hill, New Delhi,2003
Ivancevich, John M, Human resource management, Tata McGraw Hill, New Delhi,2004
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E - COMMERCE

Course Code: MGBIT 20401 Credit Units: 04

Module II: Launching a Business on the Internet

Module III: Success & Failure of E commerce ventures

Module IV: E-Tailing (Retailing in EC - B2C)

Module V: E-Business Models, E- Marketing & E-Advertising

Module VI: Electronic Payment Systems

Module VII: E-Security

Module VIII: Legal and Ethical Issues

Module IX: M-Commerce & Global EC

Module X: The Future

GLOBAL CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY MANAGEMENT

Course Code: MGBIB 20401 Credit Units: 04

Module II: Principles of Sustainable Management (SM)

Module III: Strategic Corporate Social Responsibility

Module IV: The Strategic Context of CSR & its Implementation

Module V: Managing Global Corporate Social Responsibility: Issues

Module VI: Triple Bottom Line (TBL/3BL) – the goal of sustainability

 Arguments against the concept

Module VII: Monitoring and Reporting Systems

Course Code: MGBBS 20401 Credit Units: 01

Module II: Barriers to effective communication

Module III: Cross cultural communication

BEHAVIOURAL SCIENCE – IV (PERSONAL AND PROFESSIONAL EXCELLENCE)

Course Code: MGBBS 20402 Credit Units: 01

Module II: Components of Excellence

Module III: Career Planning

Module IV: Stress Management for Healthy Living

Module V: Professional Success

Module VI: End-of-Semester Appraisal

Course Code: MGBDI 20460 Credit Units: 09

ELECTIVE PAPERS FOR SPECIALIZATION IN MARKETING

Course Code: MGBMK 20401 Credit Units: 04

UNIT-I: Marketing Research - Introduction

UNIT-II: Marketing Information & Decision Support Systems

UNIT-III: Research objectives & plans

UNIT-IV: Experimental Designs

UNIT-V: Measurement and Scaling

UNIT-VI: Questionnaire design & Qualitative Research

UNIT-VII: Sampling, Data analysis and interpretation

UNIT-IX: Emerging applications of MR - database marketing & relationship marketing

UNIT-X: Ethical issues in Marketing Research

Course Code: MGBMK 20402 Credit Units: 04

Module II: Environmental influences

Module III: Individual determinants of consumer behaviour

Module IV: Consumer Decision Process

Module V: Popular models of consumer behavior

Module VI: Organizational Buying Behaviour

Elective Papers for Specialization in HR

Recruitment, Selection, Training & Development

Course Code: MGBHR 20401 Credit Units: 04

Module I: Introduction to Recruitment

Summary, Review Questions & Case Studies

Module II: Employee Selection

Module III: Trends effecting HRM & Requirement of Training

Module IV: Managerial Effectiveness & Training

Module V: Retaining Human Resources

Performance Appraisal and Potential Evaluation

Course Code: MGBHR 20402 Credit Units: 04

Module I: Introduction to Performance Appraisal

Module II: Evaluation of Management Systems

Module III: Methods and importance of Performance Management