COURSE CURRICULUM
5 Organizational Behavior 3
6 Business Mathematics 3
Total Credits 20
BUSINESS COMMUNICATION AND PRESENTATION SKILLS
CREDITS: 2
CREDITS: 1
2.2 • Editing features – find and replace, cut and paste, go to options.
• Page setup - margins, paper size, orientation of page, page layout
• Printing a document
2.3 • Indenting, bullets, number list.
• Inserting clip art or pictures into document and its formatting
features, and keyboard shortcut keys.
• Auto correct, spell check, protecting document etc.
• Create a table with the insert table button and formatting features
of table.
CREDITS: 3
Sl.No. Topics
1. Introduction: Marketing Concept, Process and Function
2. Evolution of Marketing, Classification and Types of
Market
3. Marketing Mix: Meaning and Factors influencing the
Marketing Mix
4. Market Information Systems
5. Consumer Behaviour
6. Product Decisions
7. Product Branding
8. Market Segmentation
9. Segmentation and Targeting
10. Positioning
11. Differentiation
12. Product Life Cycle
13. Demand Estimation
14. Pricing Strategies
15. Distribution Network Management
16. Channel Management
17. Sales Management
18. Product Promotion
19. Advertising
20. Marketing Communications
21. Managing Competition
22. Emerging Concepts in Marketing
PRINCIPLES OF GENERAL MANAGEMENT
CREDITS: 2
CREDITS: 3
i) MBTI Questionnaire
Task - 1 : List out the possible causes based on your understanding of motivation
(concept/theories/case etc) for low motivation and suggest strategy for enhancing
level of motivation
19. - What is group/team
- Usefulness of groups
- Types of groups in organization
- What is an effective group
- How groups form (factors & stages)
CREDITS: 3
CREDITS: 3
CREDITS: 3
7 Agri-Input Marketing 3
Total Credits 17
BUSINESS STATISTICS
CREDITS: 2
Topics to be covered
CREDITS: 3
CREDITS: 2
CREDITS: 2
CREDITS: 3
CONTENTS
1. Varieties of costs
2. Varieties of management decisions
3. Critical terminology of cost and management accounting
a. Controllable and uncontrollable
b. Fixed, semi variable, variable
c. Allocation, apportionments
d. Direct and indirect
e. Network
f. Capital employed etc.
b. Processing Costing
i. Joint products
ii. By products
iii. Equivalent production
iv. Operating costing
CREDITS: 2
Case:
3. Hardware: Input, Processing, and Output Devices
Case:
7. The intranets, Internet and Electronic Business
8. Information Systems for Managerial Decision Support
Case:
9. System investigation and analysis
10. Systems Design, Implementation, Maintenance, and Review
11. Security, Privacy, and Ethical Issues in Information Systems and the Internet
Case:
12. Group project presentations, discussions and review
AGRI-INPUT MARKETING
CREDIT: 3
2 Operational Research 2
6 Marketing Research 3
7 Procurement Management 3
Total Credits 19
HUMAN RESOURCE MANAGEMENT (HRM)
CREDITS: 3
1. HRM – An overview
Nature, scope & importance
Job design, job analysis, job evaluation
2. HRM – The Cultural Dilemma’s in Indian Organisations
3. Human Resource Planning / Human Resource Development (Selection,
Placements, Promotions)
4. Employee Relations – The Indian Scenario
5. Career planning and organization growth, performance appraisals
Performance Management System
Mentoring & Coaching Counseling
- Presentation & Simulation Exercises
6. Talent Management & Retention Management
Employee development
Training and development training HR audit etc.
7 Employee Building Self & Others in Indian Setup
- Exercises & Presentation
8. Wage systems
Legal issues, Compensation system, Industrial relation
9. Managing change in Changing Organizations
10. Strategic Human Resource Management
11. Managing empowered organisation
(e.g. 4 levels of control)
12. Project assignment, Presentation and evaluation
OPERATIONAL RESEARCH
CREDITS: 2
8. Integer Programming
9. Goal Programming
Module – 1
The Investment Decision : Appraising Long Term Investment Projects
*Live cases from Industry to be discussed.
Overview of Corporate First Principles of Corporate Lecture and
Finance Finance Discussion
Shareholder wealth maximization on cases
as the objective in decision making
Value of Common Stocks PV and opportunity cost of capital +*Case
How to calculate PV
Gordon’s dividend Discount Model
Link between stock price and EPS
Estimating Horizon Value
Capital Budgeting Identification of relevant cash +*Case
Techniques flows
Accounting breakeven vs.
economic breakeven
Capital Budgeting The concept & estimation of +*Case
Techniques NPV/PI
Application of NPV/PI
NPV and IRR conflict
Replacement decision
Identification of Relevant Identify the key assumptions & +*Case
Cash Flows specify correctly relevant cash flows
Test the sensitivity of project
return against the assumptions
NPV estimation and value- Sources of cash flow +*Case
based decision on the Forecasting approach
adoption of ERP system NPV of ERP systems
Sensitivity analysis
Introduction to Risk, Return Portfolio risk and Portfolio return Lecture &
and Opportunity, Cost of Risk diversification theorem Discussion
Capital Capital Market Line on cases
Systematic risk, beta
Security market line, CAPM
Estimation of Cost of Divisional cost of capital +*Case
Capital Estimation of cost of debt
The concept of tax shield
Estimation of cost of equity,
CAPM
Estimation of WACC
Module – 2
The Financing Decision (Capital Structure & Payout Policy) –
Long Term Financing Decisions
*Live cases from Industry to be discussed.
Capital Structure Planning Maximizing firm value vs. Lecture and
maximizing shareholder value Discussion
MM Proposition I and II
Theory of Optimal Capital Impact of different capital structure +*Case
Structure & Practical on firm’s financial health
Problems in Determining Capital structure theory & choice
Optimal Debt Ratio of target debt ratio
Impact of corporate culture in
which capital structure decision is
embedded
Capital Structure : Analyze the residual dividend +*Case
Financing Mix & Choice payout model to establish corporate
dividend payments
Examine the relationship between
sales growth, dividend growth, and
capital structure changes
Explore the trade-off between
internal financing requirements and
dividend payout stability
Monte Carlo Simulation Capital structure decisions of a +*Case
Analysis for Decision firm that is undergoing fundamental
Making under Uncertainty changes in its business
Developing a model that includes
interest rate and exchange rate risks and
measures the impact of different capital
structures on the value of firm today
Dividend Policy: Why does Introduction to Payout Policy & +*Case
it matter? MM Dividend Irrelevance Proof
Cost & benefits of retaining excess
cash within the firm
Dividend Policy: Why does Factors to consider when +*Case
it matter? establishing / changing dividend policy
How firm’s competitive &
financial strategies are related?
Warrants & Convertibles Valuation of warrants & +*Case
convertibles
Why do companies issue warrants
& convertibles?
Leasing Sensible reasons for leasing +*Case
Valuation of financial lease
When do Financial Lease pay?
Module – 3
The Valuation Decision : Valuation of Firm
*Live cases from Industry to be discussed.
Valuation: Principles & DCF Valuation Methodology +*Case
Practice Relative Valuation
Reconciling Different Valuations
Mergers & Acquisitions Valuation of Target +*Case
Impact of acquisition on acquirer’s EPS
as a function of price paid for target &
form of acquisition
Mergers & Acquisitions Issues facing the Board in case of +*Case
LBOs
Valuation under different operating
strategies and sources of gains in LBOs
APV Methodology
Working Capital Policy Net Working Capital +*Case
Tradeoff between Profitability &
Risk
Days operating Cycle (DOC) &
Days Working Capital (DWC)
Funding Requirements of DWC
Strategies for managing DOC &
DWC
Managing Inventory Need for Inventory +*Case
EOQ Model & Order Point
Monitoring & Control of
Inventories
Criteria for judging Inventory
System
Receivables Management Credit Policy Variables +*Case
Credit Evaluation
Credit Granting Decision
Control of Accounts Receivables
Cash & Liquidity Case Budgeting +*Case
Management Long term Cash Forecasting
Speeding up collections &
Speeding down payments
Zero Balance Accounts
Investing in Marketable Securities
QUANTITATIVE AIDS FOR AGRI-BUSINESS
CREDITS: 2
Sl.No. Topics to be covered
3. Econometric Problems-Heteroscedasticity
6. Input-Output Analysis
7. Cluster Analysis
8. Discriminant Function
9. Forecasting Techniques
CREDITS: 3
Sl.No. Topic
1. Project Management; Aspects of Project Management, Industrial and
Development Project, Project formulation, identification, feasibility studies,
estimation of inputs and outputs, site selection and detailed project report.
Machinery for clearance of project proposals. Concept of Project Appraisal
systems in industrial and development Projects with special reference to
Agribusiness organization
2. Project Appraisal Techniques including market analysis, technical analysis,
financial analysis and social cost benefit analysis
3. Project implementation: Resource mobilization and planning line scheduling,
selection of consultants and contracting, project organization and management.
4. Project evaluation and control; use of PERT & CPM. Project reporting,
monitoring and evaluation of procedures. Time and cost overruns reasons and
remedies thereof. Government Policy and systems for project sanction,
investment monitoring and control.
5. Project Planning for Agri business project procedural, theoretical, and applied
aspects of industrial entrepreneurial development.
MARKETING RESEARCH
CREDITS: 3
CREDITS: 3
TRIMESTER - V
4 ERP 2
5 Strategic Management 3
7 Elective (1)
Total Credits 18
SALES AND DISTRIBUTION MANAGEMENT
CREDITS: 3
CONTENTS
DISTRIBUTION MANAGEMENT MODULE
1. Overview of Distribution Management
2. Channel Environment
3. Distribution Strategy
4. Interface between Sales force and Channel
5. Channel Design
6. Implementing Channel Design
7. Managing the Channel Members
8. Physical Distribution
9. Appraisal of Channel Members
10. Channel Evaluation
11. Internet as an Alternate Channel
12. Distribution management of Agri Commodities by MNCs (Experience of
other countries)
SALES MANAGEMENT MODULE
13. Overview of Sales Management
14. Territory Allocation
15. Developing relationship with channel members
16. Effective selling and field promotion
17. Salesman Recruitment
18. Compensation and Motivation of Sales Force
19. Supervisory Styles
20. Sales Organization
21. Evaluation and Control of Sales Personnel
22. Sales management of Agri Commodity followed by MNCs (Experiences of
other countries)
23. Modules include discussion on cases group work and presentation
24. Review
COMMODITY TRADING, FUTURES AND OPTIONS
CREDITS: 3
Sl.No. Topics to be covered
1 Overview of Commodity Marketing System
2 The Challenges and Opportunities in Commodity Trading
3 Behaviour of Agriculture Commodity Markets
4 Business and Policy Aspects
5 Physical Market / Spot Market
6 Forward Contract
7 Futures Contract
8 Auction and Reverse Auction
9 Price Discovery
10 Futures, Exchanges and Trading
11 Indian Business Environment
12 Indian Commodity Futures Market
13 Price Discovery
14 Commodity Futures
15 Trading Activities on Futures Market
16 Individual Trading Behaviour
17 Hedging and speculation in Futures Market
18 Market Equilibrium and Performance
19 Sectoral Analysis (Agri Commodities)
20 Technical Analysis
21 Forecasting Techniques
22 Performance and Efficiency of Futures Market
23 Online Marketing Systems in Indian Futures Market
24 Different Types of Future Markets in India
RISK MANAGEMENT IN AGRI BUSINESS
CREDITS: 2
Sl.No. Topic
1 Risk and Uncertainty in Agriculture
CREDITS: 2
Topics to be covered
• Procurement process
• Manufacturing process
• Materials Management and Warehousing
• Sales and Distribution
• Human Resources and Financials.
4. Implementation issues
• Challenges
• Preparation
• Software selection
• Implementation steps
CREDITS: 3
CREDITS: 2
Sl.No. Topic
1 Institutional arrangement for Agricultural Finance
National level
State level
District level &
Grass root level
3 Rs of credit
Repayment plans
Principles of equity and increasing risk
Credit rationing
Balance sheet analysis
Income statement
Cash flow analysis
Capital budgeting
Total Credits 21
RURAL MARKETING
CREDITS: 3
CREDITS: 3
CONTENTS
CREDITS: 3
CONTENTS
1. The Nature of Customer Relationship Management
a. Customer Relationship Management – Concept
b. CRM System – Hub of Applied Learning, Returns / Benefits / Costs to
Organizations, Benefits / Costs to Customers
c. Life Time Value of the Relationship
2. Understanding Customer Differences
a. Views of Customers
b. Strategic Options for Approaching Customers
c. Market Segmentation
d. Identifying Customer Differences, Geographic / Demographic
Segmentation / Lifestyles and Psychographics / Behavioral Patterns
e. Analytically Derived Segments
f. Personalize B2C Messages
g. CRM in B2B Marketing
3. Collecting Customer Data and Information Technology
a. IT & CRM
b. CRM Architecture / Computer Architectures / Database Structures
c. Closed-Loop Marketing
d. Collecting Customer Data
e. Internal Data Sources
f. External Data Sources
4. The CRM Data Warehouse
a. Concept
b. Data Warehouses and Data Marts
5. Customer Loyalty
a. Brand Loyalty – Perspectives
b. Factors that affect Customer Loyalty
c. Attitudinal and Behavioral Components of Loyalty
6. Customer Retention Strategies
a. Evolution of Relationship Marketing Programs
b. The Complete CRM for Retaining Customers
c. Problem Identification and Management
d. Conflicts and Customer Complaint Management
7. Win Back and Acquisition Strategies
a. Win Back Strategies
b. Acquisition and its Strategies
8. Sales Force Automation and Automated Customer Service Centers
a. Sales Force Automation (SFA)
b. Automated Customer Service Centers
Case Study – HEWLETT PACKARD
9. Data Mining, Online Analytical Processing and Information Processing
a. Data Mining – Decision Support / Hypothesis Verification and Knowledge
Discovery
b. Basics of Online Analytical Processing Architectures (OLAP)
c. Information Presentation – Users / Delivery Software
10. Measuring Customer Satisfaction and Loyalty
a. The Value of Measuring Customer Satisfaction
b. Conducting a Customer Satisfaction Survey
c. Satisfaction and Quality Measures
d. Measurement and Brand Loyalty
e. Measurement of Employee Satisfaction and Loyalty
Case Study : HARRAH’S ENTERTAINMENT
11. CRM Systems – Issues for Implementing Future Trends
a. Potential Implementation Problems
b. Failure to Develop the System in the Proper Way
c. Phased Development
d. Challenges of CRM Implementation
e. Potential Rewards from CRM Implementation
AGRICULTURAL EXPORT MANAGEMENT AND INTERNATIONAL TRADE
CREDITS: 3
CREDITS: 3
Sl.No. TOPICS
Total Credits 9
TRIMESTER - 7
ADVERTISING AND COMMUNICATION
CREDITS: 3
CREDITS: 2
CONTENTS
CREDITS: 1
II. Role of TEI (QCs, WITs, CFTs) leading to transformation of work life in
enterprises / organizations – Case exercises
IV. Role of standardization in TQM: ISO 9001 (2000) & 14001 (2004) stds. II
(Documentation & auditing exercise)
VII. The types of certifications, Certifying bodies, policy issues with special
reference applicable to agri business & Quizz.
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