MASTER OF BUSINESS ADMINISTRATION (MBA)- Affliated Institutions Anna University Chennai, Regulations -2009 II TO IV Semesters (FULL TIME) Curriculum and Syllabus ...
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ANNA UNIVERSITY, CHENNAI
REGULATIONS - 2009
MASTER OF BUSINESS ADMINISTRATION (MBA)
II TO IV SEMESTERS (FULL TIME) CURRICULUM AND SYLLABUS
SEMESTER – II
Code No. Course Title L T P C
BA9221 Operations Management 3 0 0 3
BA9222 Financial Management 3 0 0 3
BA9223 Marketing Management 4 0 0 4
BA9224 Human Resource Management 3 0 0 3
BA9225 Management Information System 3 0 0 3
BA9226 Applied Operations Research for Management 3 1 0 4
BA9227 Business Research Methods 3 0 0 3
BA9228 Business Application Software 0 0 4 2
BA9229 Seminar II 0 0 2 1
Total 22 1 6 26
SUMMER SEMESTER (6 WEEKS)
Project report of the Summer Project is to be submitted by the students within 30
days from the commencement of the 3rd semester. Evaluation report should be sent to the
Controller of Examinations by the HOD through the Principal, before the last working day
of the 3rd semester.
SEMESTER – III
Code No. Course Title L T P C
BA9209 International Business Management 3 0 0 3
BA9210 Strategic Management 3 0 0 3
Elective I 3 0 0 3
Elective II 3 0 0 3
Elective III 3 0 0 3
Elective IV 3 0 0 3
Elective V 3 0 0 3
Elective VI 3 0 0 3
BA9211 Summer Project Report 0 0 0 2
BA9212 Seminar III 0 0 2 1
Total 24 0 2 27
SEMESTER – IV
Code No. Course Title L T P C
BA9230 Project Work 0 0 24 12
Total 0 0 24 12
TOTAL CREDIT : 26+27+12 = 65
LIST OF ELECTIVES
MASTER OF BUSINESS ADMINISTRATION (MBA)
COURSE TITLE L T P C
MARKETING – ELECTIVES
BA9251 Brand Management 3 0 0 3
BA9252 Retail Management 3 0 0 3
BA9253 Services Marketing 3 0 0 3
BA9254 Advertising & Sales Promotion 3 0 0 3
BA9255 Consumer Behaviour 3 0 0 3
BA9256 Customer Relationship Management 3 0 0 3
FINANCE – ELECTIVES
BA9257 Security Analysis and Portfolio Management 3 0 0 3
BA9258 Merchant Banking and Financial Services 3 0 0 3
BA9259 International Trade Finance 3 0 0 3
BA9260 Corporate Finance 3 0 0 3
BA9261 Derivatives Management 3 0 0 3
BA9262 Strategic Investment and Financing Decisions 3 0 0 3
HUMAN RESOURCE – ELECTIVES
BA9263 Managerial Behavior and Effectiveness 3 0 0 3
BA9264 Entrepreneurship Development 3 0 0 3
BA9265 Organizational Theory Design & Development 3 0 0 3
BA9266 Industrial Relations & Labour Welfare 3 0 0 3
BA9267 Labour Legislations 3 0 0 3
BA9268 Strategic Human Resource Management &
3 0 0 3
SYSTEMS - ELECTIVES
BA9269 Database Management System 3 0 0 3
BA9270 E-Commerce Technology and Management 3 0 0 3
BA9271 Enterprise Resources Planning 3 0 0 3
OPERATIONS – ELECTIVES
BA9272 Supply Chain and Logistics Management 3 0 0 3
BA9273 Product Design 3 0 0 3
BA9274 Services Operations Management 3 0 0 3
NOTE : Three electives from any two among the 5 area of specialization are to be chosen
by the Students.
BA9221 OPERATIONS MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION TO PRODUCTION AND OPERATIONS
Production Systems – Nature, Importance and organizational function. Characteristics of
Modern Production and Operations function. Organisation of Production function. Recent
Trends in Production and Operations Management. Role of Operations in Strategic
Management. Production and Operations strategy – Elements and Competitive Priorities.
Nature of International Operations Management.
UNIT II FORECASTING, CAPACITY AND AGGREGATE PLANNING 9
Demand Forecasting – Need, Types, Objectives and Steps. Overview of Qualitative and
Quantitative methods. Capacity Planning – Long range, Types, Rough cut plan, Capacity
Requirements Planning (CRP), Developing capacity alternatives. Aggregate Planning –
Approaches, costs, relationship to Master Production schedule. Overview of MRP, MRP II and
UNIT III DESIGN OF PRODUCT, SERVICE AND WORK SYSTEMS 9
Product Design – Influencing factors, Approaches, Legal, Ethical and Environmental issues.
Process – Planning, Selection, Strategy, Major Decisions. Service Operations – Types,
Strategies, Scheduling (Multiple resources and cyclical scheduling). Work Study – Objectives,
Procedure. Method Study and Motion Study. Work Measurement and Productivity – Measuring
Productivity and Methods to improve productivity.
UNIT IV MATERIALS MANAGEMENT 9
Materials Management – Objectives, Planning, Budgeting and Control. Overview of Materials
Management Information Systems (MMIS). Purchasing – Objectives, Functions, Policies,
Vendor rating and Value Analysis. Stores Management – Nature, Layout, Classification and
Coding. Inventory – Objectives, Costs and control techniques. Overview of JIT.
UNIT V PROJECT AND FACILITY PLANNING 9
Project Management – Scheduling Techniques, PERT, CPM, Crashing CPM networks – Simple
Problems. Facility Location – Theories, Steps in Selection, Location Models – Simple Problems.
Facility Layout – Principles, Types, Planning tools and techniques.
1. Aswathappa K and Shridhara Bhat K, Production and Operations Management,
Himalaya Publishing House, Revised Second Edition, 2008.
2. Pannerselvam R, Production and Operations Management, Prentice Hall India,
Second Edition, 2008.
3. Norman Gaither and Gregory Frazier, Operations Management, South Western Cengage
1. Kanishka Bedi, Production and Operations Management, Oxford University Press,
2. Russel and Taylor, Operations Management, Wiley, Fifth Edition, 2006.
3. Chary S. N, Production and Operations Management, Tata McGraw Hill, Third
4. Chase Jacobs, Aquilano & Agarwal., Operations Management, Tata McGraw Hill, 2006.
5. Mahadevan B, Operations Management Theory and practice, Pearson Education, 2007.
BA9222 FINANCIAL MANAGEMENT LT P C
3 0 0 3
UNIT I FOUNDATIONS OF FINANCE 9
Financial management – An overview- Time value of money- Introduction to the concept of risk
and return of a single asset and of a portfolio- Valuation of bonds and shares-Option valuation.
UNIT II INVESTMENT DECISIONS 9
Capital Budgeting: Principles and techniques - Nature of capital budgeting- Identifying relevant
cash flows - Evaluation Techniques: Payback, Accounting rate of return, Net Present Value,
Internal Rate of Return, Profitability Index - Comparison of DCF techniques - Project selection
under capital rationing - Inflation and capital budgeting - Concept and measurement of cost of
capital - Specific cost and overall cost of capital
UNIT III FINANCING AND DIVIDEND DECISION 9
Financial and operating leverage - capital structure - Cost of capital and valuation - designing
Dividend policy - Aspects of dividend policy - practical consideration - forms of dividend policy -
forms of dividends - share splits.
UNIT IV WORKING CAPITAL MANAGEMENT 9
Principles of working capital: Concepts, Needs, Determinants, issues and estimation of working
capital - Accounts Receivables Management and factoring - Inventory management - Cash
management - Working capital finance : Trade credit, Bank finance and Commercial paper.
UNIT V LONG TERM SOURCES OF FINANCE 9
Indian capital and stock market, New issues market Long term finance: Shares, debentures and
term loans, lease, hire purchase, venture capital financing, Private Equity.
TOTAL: 45 PERIODS
1. M.Y. Khan and P.K.Jain Financial management, Text, Problems and cases Tata McGraw
Hill, 5th edition, 2008.
2. I. M. Pandey Financial Management, Vikas Publishing House Pvt. Ltd., 8th edition, 2007.
1. Aswat Damodaran, Corporate Finance Theory and practice, John Wiley & Sons, 2008.
2. James C. Vanhorne –Fundamentals of Financial Management– PHI Learning, 11th Edition,
3. Brigham, Ehrhardt, Financial Management Theory and Practice, 11th edition, Cengage
4. Prasanna Chandra, Financial Management, 7th edition, Tata McGraw Hill, 2008.
5. Srivatsava, Mishra, Financial Management, Oxford University Press, 2008.
BA9223 MARKETING MANAGEMENT LT P C
4 0 0 4
UNIT I INTRODUCTION 12
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects and
UNIT II MARKETING STRATEGY 12
Marketing strategy formulations – Key Drivers of Marketing Strategies - Strategies for Industrial
Marketing – Consumer Marketing –– Services marketing – Competitor analysis - Analysis of
consumer and industrial markets – Strategic Marketing Mix components.
UNIT III MARKETING MIX DECISIONS 12
Product planning and development – Product life cycle – New product Development and
Management – Market Segmentation – Targeting and Positioning – Channel Management –
Advertising and sales promotions – Pricing Objectives, Policies and methods.
UNIT IV BUYER BEHAVIOUR 12
Understanding industrial and individual buyer behavior - Influencing factors – Buyer Behaviour
Models – Online buyer behaviour - Building and measuring customer satisfaction – Customer
relationships management – Customer acquisition, Retaining, Defection.
UNIT V MARKETING RESEARCH & TRENDS IN MARKETING 12
Marketing Information System – Research Process – Concepts and applications : Product –
Advertising – Promotion – Consumer Behaviour – Retail research – Customer driven
organizations - Cause related marketing - Ethics in marketing –Online marketing trends.
1. Philip Kotler and Kevin Lane, Marketing Management, PHI Learning / Pearson
Education 13th Edition, 2008
2. Paul Baisen et al, Marketing, Oxford University Press, 2008.
1. Micheal R.Czinkota & Masaaki Kotabe, Marketing Management, Vikas Thomson
2. Duglas,J.Darymple, Marketing Management, John Wiley & Sons, 2008.
3. NAG, Marketing successfully- A Professional Perspective, Macmillan 2008.
4. Boyd Walker, Marketing Management, McGraw Hill, 2002.
5. Dalvymple, Marketing Management, Wiley India Pvt Ltd, 2008.
6. Keith Flether, Marketing Management and Information Technology, Prentice Hall,
BA9224 HUMAN RESOURCE MANAGEMENT LT P C
3 0 0 3
UNIT I PERCEPTIVE IN HUMAN RESOURCE MANAGEMENT 5
Evolution of human resource management – The importance of the human factor – Objectives
of human resource management – Inclusive growth and affirmative action -Role of human
resource manager – Human resource policies – Computer applications in human resource
management – Human resource accounting and audit.
UNIT II THE CONCEPT OF BEST FIT EMPLOYEE 8
Importance of Human Resource Planning – Forecasting human resource requirement – Internal
and External sources. Selection process screening – Tests - Validation – Interview - Medical
examination – Recruitment introduction – Importance – Practices – Socialization benefits.
UNIT III TRAINING AND EXECUTIVE DEVELOPMENT 10
Types of training methods purpose benefits resistance. Executive development programmes –
Common practices - Benefits – Self development – Knowledge management.
UNIT IV SUSTAINING EMPLOYEE INTEREST 12
Compensation plan – Reward – Motivation – Theories of motivation – Career management –
Development of mentor – Protégé relationships.
UNIT V PERFORMANCE EVALUATION AND CONTROL PROCESS 10
Method of performance evaluation – Feedback – Industry practices. Promotion, Demotion,
Transfer and Separation – Implication of job change. The control process – Importance –
Methods – Requirement of effective control systems grievances – Causes – Implications –
1. Decenzo and Robbins, Human Resource Management, Wiley, 8th Edition, 2007.
2. Dessler Human Resource Management, Pearson Education Limited, 2007
1. Mamoria C.B. and Mamoria S. Personnel Management, Himalaya Publishing
2. Bernadin , Human Resource Management ,Tata Mcgraw Hill ,6th edition 2006.
3. Eugence Mckenna and Nic Beach, Human Resource Management, Pearson Education
4. Wayne Cascio, Managing Human Resource, McGraw Hill, 2007.
5. Ivancevich, Human Resource Management, McGraw Hill 2002.
BA9225 MANAGEMENT INFORMATION SYSTEMS LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Data, Information, Intelligence, Information Technology, Information System, evolution, types
based on functions and hierarchy, System Analyst – Role, Functions.
UNIT II SYSTEMS ANALYSIS AND DESIGN 9
SDLC, SSLC, Systems Analysis and System Design, Tools – DFD – ER – Object modeling,
DBMS – RDBMS – OODBMS.
UNIT III INFORMATION SYSTEM 9
Financial, Marketing, Personnel, Production, Materials Information System, DSS, EIS, KMS,
GIS, International Information System.
UNIT IV SECURITY AND CONTROL 9
Security, Testing, Error detection, Controls, IS Vulnerability, Computer Crimes, Securing the
Web, Intranets and Wireless Networks, Software Audit, Ethics in IT.
UNIT V NEW IT INITIATIVES 9
e- business, e-governance, ERP, SCM, e-CRM, Datawarehousing and Data Mining, Business
Intelligence, Pervasive Computing, CMM.
1. Robert Schultheis and Mary Summer, Management Information Systems –
The Managers View, Tata McGraw Hill, 2008.
2. Kenneth C. Laudon and Jane Price Laudon, Management Information Systems –
Managing the digital firm, PHI Learning / Pearson Education, PHI, Asia, 2002.
1. Gordon Davis, Management Information System : Conceptual Foundations, Structure
and Development, Tata McGraw Hill, 2000.
2. Haag, Cummings and Mc Cubbrey, Management Information Systems for the
Information Age, McGraw Hill, 2005.
3. Turban, McLean and Wetherbe, Information Technology for Management –
Transforming Organisations in the Digital Economy, John Wiley, 2007.
4. Raymond McLeod and Jr. George P. Schell, Management Information Systems,
Pearson Education, 2007.
5. James O Brien, Management Information Systems – Managing Information
Technology in the E-business enterprise, Tata McGraw Hill, 2002.
6. Corey Schou and Dan Shoemaker, Information Assurance for the Enterprise – A
Roadmap to Information Security, Tata McGraw Hill, 2007.
7. Frederick Gallegor, Sandra Senft, Daniel P. Manson and Carol Gonzales, Information
Technology Control and Audit, Auerbach Publications, 2007.
BA9226 APPLIED OPERATIONS RESEARCH FOR MANAGEMENT LT P C
3 1 0 4
UNIT I INTRODUCTION TO LINEAR PROGRAMMING (LP) 12 Introduction to applications of operations research in functional areas of management. Linear
Programming-formulation, solution by graphical and simplex methods (Primal - Penalty, Two
Phase), Special cases.
Dual simplex method. Principles of Duality. Sensitivity Analysis.
UNIT II LINEAR PROGRAMMING EXTENSIONS 12 Transportation Models (Minimising and Maximising Cases) – Balanced and unbalanced cases –
Initial Basic feasible solution by N-W Corner Rule, Least cost and Vogel’s approximation
methods. Check for optimality. Solution by MODI / Stepping Stone method. Cases of
degeneracy. Transhipment Models. Assignment Models (Minimising and Maximising Cases) –
Balanced and Unbalanced Cases. Solution by Hungarian and Branch and Bound Algorithms.
Travelling Salesman problem. Crew Assignment Models.
UNIT III INTEGER LINEAR PROGRAMMING AND GAME THEORY 12
Solution to pure and mixed integer programming problem by Branch and Bound and cutting
plane algorithms. Game Theory-Two person Zero sum games-Saddle point, Dominance Rule,
Convex Linear Combination (Averages), methods of matrices, graphical and LP solutions.
UNIT IV INVENTORY MODELS, SIMULATION AND DECISION THEORY 12
Inventory Models – EOQ and EBQ Models (With and without shortages), Quantity Discount
Models. Decision making under risk – Decision trees – Decision making under uncertainty.
Application of simulation techniques for decision making.
UNIT V QUEUING THEORY AND REPLACEMENT MODELS 12
Queuing Theory - single and Multi-channel models – infinite number of customers and infinite
calling source. Replacement Models-Individuals replacement Models (With and without time
value of money) – Group Replacement Models.
TOTAL: 60 PERIODS
1. Paneerselvam R., Operations Research, Prentice Hall of India, Fourth Print, 2008.
2. Natarajan AM, Balasubramani P and Tamilarasi A, Operations Research, Pearson
Education, First Indian Reprint, 2005.
3. Hamdy A Taha, Introduction to Operations Research, Prentice Hall India, Seventh
Edition, Third Indian Reprint 2004.
1. Sankara Iyer P, Operations Research, Tata Mcgraw Hill, 2008.
2. Frederick & Mark Hillier, Introduction to Management Science – A Modeling and case
studies approach with spreadsheets, Tata Mcgraw Hill, 2005.
3. Gupta P.K, Hira D.S, Problem in Operations Research, S.Chand and Co, 2007.
4. Kalavathy S, Operations Research, Second Edition, Vikas Publishing House, 2004.
5. Richard Broson , Govindasamy & Naachimuthu , Operations Research, Schaum’s
outline series, II Edition, 2000.
BA9227 BUSINESS RESEARCH METHODS LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Business Research – Definition and Significance – the research process – Types of Research –
Exploratory and causal Research – Theoretical and empirical Research – Cross –Sectional and
time – series Research – Research questions / Problems – Research objectives – Research
hypotheses – characteristics – Research in an evolutionary perspective – the role of theory in
UNIT II RESEARCH DESIGN AND MEASUREMENT 9
Research design – Definition – types of research design – exploratory and causal research
design – Descriptive and experimental design – different types of experimental design – Validity
of findings – internal and external validity – Variables in Research – Measurement and scaling –
Different scales – Construction of instrument – Validity and Reliability of instrument.
UNIT III DATA COLLECTION 9
Types of data – Primary Vs Secondary data – Methods of primary data collection – Survey Vs
Observation – Experiments – Construction of questionaire and instrument – Validation of
questionaire – Sampling plan – Sample size – determinants optimal sample size – sampling
techniques – Probability Vs Non–probability sampling methods.
UNIT IV DATA PREPARATION AND ANALYSIS 9
Data Preparation – editing – Coding –Data entry – Validity of data – Qualitative Vs Quantitative
data analyses – Bivariate and Multivariate statistical techniques – Factor analysis – Discriminant
analysis – cluster analysis – multiple regression and correlation – multidimensional scaling –
Application of statistical software for data analysis.
UNIT V REPORT DESIGN, WRITING AND ETHICS IN BUSINESS RESEARCH 9
Research report – Different types – Contents of report – need of executive summary –
chapterization – contents of chapter – report writing – the role of audience – readability –
comprehension – tone – final proof – report format – title of the report – ethics in research –
ethical behaviour of research – subjectivity and objectivity in research.
1. Donald R. Cooper and Pamela S. Schindler, Business Research methods ,9th
Edition, Tata Mc Graw Hill, 2006.
2. Alan Bryman and Emma Bell, Business Research methods, Oxford
University Press, New Delhi, 2008.
3. Uma Sekaran, Research methods for Business, Wiley India, New Delhi, 2006.
4. K. N. Krishnaswamy, Appa Iyer Sivakumar and M. Mathirajan, Management
Research Methodology, Pearson Education, New Delhi, 2006.
BA9228 BUSINESS APPLICATION SOFTWARE LT P C
0 0 4 2
UNIT I OFFICE MANAGEMENT 14
Exercises to familiarize Word, Spreadsheet, Presentation and Web publishing packages –
E-Mail – Video Conferencing – Introduction to HTML.
UNIT II FUNCTIONAL MANAGEMENT 16
1. Financial And Accounting Management:
Introduction to accounting packages – exercises on creating, altering and displaying –
Ledgers and Vouchers – Inventory management – Payroll – Reports using any one financial
2. Operations Management :
Exercises on operational decision making – models using packages - linear programming,
3. Project management
Familiarize the project planning, scheduling and tracking with support of the project
UNIT III SOFTWARE DEVELOPMENT AND INTEGRATION 15
Exercises on database creation, manipulation and transactions using query languages.
Input and Output Design:
Exercises on I/O design – simulating basic calculator operations using any front end packages.
Designing an application and integrating database and front end.
UNIT IV ADVANCED STATISTICAL SOFTWARE 15
Exercises to use research data and analyze using various statistical methods (learned in
statistics management course) using any of the statistical packages.
Introduction and hands on experience with freely downloadable data mining and Business
1. Comdex,Computer and Functional Accounting with Tally 9.0, Dreamtech Press, Vikas
2. Sherdian J Coakes, Lyndall Steed, Peta Dizidic, SPSS 13.0 for windows, Wiley India, Delhi
3. Gary W. Hansen and James V. Hansen, Database Management and Design, Prentice Hall,
4. Robert H. Lawson, Strategic Operations Management, Vikas Publishing House, First Indian
5. Clements and Gido, Effective Project Management, Thomson, 2008.
6. David George and Paul Mallery, SPSS for windows, Step by step- A simple guide and
7. Carver and Nash, Doing analysis with SPSS Ver 14, Cengage Learning, 2008.
8. Deborah Morley and Charles S Parker, Understanding computers today and tomorrow, 11th
edition, Thomson, 2008.
BA9229 SEMINAR II - CONTEMPORARY MANAGEMENT LT P C
0 0 2 1
Note: Following Is The List Of Topics Suggested For Preparation And Presentation By
1. Culture and Management.
2. Emotional intelligence and Management.
3. Information systems and Management functions.
4. Internet marketing.
5. Retail Management
6. HR accounting and audit.
7. Reputation management
8. Brand Building and Management.
9. Bench Marking.
10. Six sigma.
BA9209 INTERNATIONAL BUSINESS MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 6
International Business –Definition – Internationalizing business-Advantages –factors causing
globalization of business- international business environment – country attractiveness –Political,
economic and cultural environment – Protection Vs liberalization of global business
UNIT II INTERNATIONAL TRADE AND INVESTMENT 11
Promotion of global business – the role of GATT/WTO – multilateral trade negotiation and
agreements – VIII & IX, round discussions and agreements – Challenges for global business –
global trade and investment – theories of international trade and theories of international
investment – Need for global competitiveness – Regional trade block – Types – Advantages
and disadvantages – RTBs across the globe – brief history.
UNIT III INTERNATIONAL STRATEGIC MANAGEMENT 11
Strategic compulsions-Standardization Vs Differentiation – Strategic options – Global portfolio
management- global entry strategy – different forms of international business – advantagesorganizational
issues of international business – organizational structures – controlling of
international business – approaches to control – performance of global business- performance
UNIT IV PRODUCTION, MARKETING, FINANCIAL AND HUMAN RESOURCE
MANAGEMENT OF GLOBAL BUSINESS 11
Global production –Location –scale of operations- cost of production – Make or Buy decisions –
global supply chain issues – Quality considerations- Globalization of markets, marketing
strategy – Challenges in product development , pricing, production and channel management-
Investment decisions – economic- Political risk – sources of fund- exchange –rate risk and
management – strategic orientation – selection of expatriare managers- Training and
development – compensation.
UNIT V CONFLICT MANAGEMENT AND ETHICS IN INTERNATIONAL BUSINESS
Disadvantages of international business – Conflict in international business- Sources and types
of conflict – Conflict resolutions – Negotiation – the role of international agencies –Ethical issues
in international business – Ethical decision-making.
1. Charles W.I. Hill and Arun Kumar Jain, International Business, 6th edition,
Tata Mc Graw Hill, 2009.
2. John D. Daniels and Lee H. Radebaugh, International Business, Pearson
Education Asia, New Delhi, 2000.
3. K. Aswathappa, International Business, Tata Mc Graw Hill, 2008.
4. Michael R. Czinkota, Ilkka A. Ronkainen and Michael H. Moffet, International
Business, Thomson, Bangalore, 2005.
5. Aravind V. Phatak, Rabi S. Bhagat and Roger J. Kashlak, International Management,
Tata Mc Graw Hill, 2006.
6. Oded Shenkar and Yaong Luo, International Business, John Wiley Inc, Noida, 2004.
BA9210 STRATEGIC MANAGEMENT LT P C
3 0 0 3
UNIT I STRATEGY AND PROCESS 9
Conceptual framework for strategic management, the Concept of Strategy and the Strategy
Formation Process – Stakeholders in business – Vision, Mission and Purpose – Business
definition, Objectives and Goals - Corporate Governance and Social responsibility-case study.
UNIT II COMPETITIVE ADVANTAGE 9
External Environment - Porter’s Five Forces Model-Strategic Groups Competitive Changes
during Industry Evolution-Globalisation and Industry Structure - National Context and
Competitive advantage Resources- Capabilities and competencies–core competencies-Low
cost and differentiation Generic Building Blocks of Competitive Advantage- Distinctive
Competencies-Resources and Capabilities durability of competitive Advantage- Avoiding
failures and sustaining competitive advantage-Case study.
UNIT III STRATEGIES 10
The generic strategic alternatives – Stability, Expansion, Retrenchment and Combination
strategies - Business level strategy- Strategy in the Global Environment-Corporate Strategy-
Vertical Integration-Diversification and Strategic Alliances- Building and Restructuring the
corporation- Strategic analysis and choice - Environmental Threat and Opportunity Profile
(ETOP) - Organizational Capability Profile - Strategic Advantage Profile - Corporate Portfolio
Analysis - SWOT Analysis - GAP Analysis - Mc Kinsey's 7s Framework - GE 9 Cell Model -
Distinctive competitiveness - Selection of matrix - Balance Score Card-case study.
UNIT IV STRATEGY IMPLEMENTATION & EVALUATION 9
The implementation process, Resource allocation, Designing organisational structure-Designing
Strategic Control Systems- Matching structure and control to strategy-Implementing Strategic
change-Politics-Power and Conflict-Techniques of strategic evaluation & control-case study.
UNIT V OTHER STRATEGIC ISSUES 8
Managing Technology and Innovation- Strategic issues for Non Profit organisations. New
Business Models and strategies for Internet Economy-case study
1. Thomas L. Wheelen, J.David Hunger and Krish Rangarajan, Strategic Management and
Business policy, Pearson Education., 2006
2. Charles W.L.Hill & Gareth R.Jones, Strategic Management Theory, An Integrated approach,
Biztantra, Wiley India, 2007.
3. Azhar Kazmi, Strategic Management & Business Policy, Tata McGraw Hill, Third Edition,
1. Fred.R.David, Strategic Management and cases, PHI Learning, 2008.
2. Upendra Hachru , Strategic Management concepts & cases , Excel Books, 2006.
3. Adriau HAberberg and Alison Rieple, Dtrategic Management Theory & Application, Oxford
University Press, 2008.
4. Arnoldo C.Hax and Nicholas S. Majluf, The Strategy Concept and Process – A Pragmatic
Approach, Pearson Education, Second Edition, 2005.
5. Harvard Business Review, Business Policy – part I & II, Harvard Business School.
6. Saloner and Shepard, Podolny, Strategic Management, John Wiley, 2001.
7. Lawerence G. Hrebiniak, Making strategy work, Pearson, 2005.
8. Gupta, Gollakota and Srinivasan, Business Policy and Strategic Management – Concepts
and Application, Prentice Hall of India, 2005.
BA9212 SEMINAR III – EMERGING TRENDS IN MANAGEMENT LT P C
0 0 2 1
Note: Following is the list of topics suggested for preparation and presentation by
1. Knowledge Systems and Management.
2. Holistic Marketing.
3. Financial Engineering.
4. Integrated Marketing communications.
5. International HR issues.
6. International logistics and Supply Chain Management.
7. Corporate Governance.
8. Economic and Business Intelligence.
9. Cyber Laws.
10. Intellectual property Rights and global business.
TOTAL: 30 PERIODS
BA9251 BRAND MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 8
Basics Understanding of Brands – Definitions - Branding Concepts – Functions of Brand -
Significance of Brands – Different Types of Brands – Co branding – Store brands.
UNIT II BRAND STRATEGIES 10
Strategic Brand Management process – Building a strong brand – Brand positioning –
Establishing Brand values – Brand vision – Brand Elements – Branding for Global Markets –
Competing with foreign brands.
UNIT III BRAND COMMUNICATIONS 8
Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of
Brand ambassadors, celebraties – On line Brand Promotions..
UNIT IV BRAND EXTENSION 9
Brand Adoption Practices – Different type of brand extension – Factors influencing Decision for
extension – Re-branding and re-launching.
UNIT V BRAND PERFORMANCE 10
Measuring Brand Performance – Brand Equity Management - Global Branding strategies -
Brand Audit – Brand Equity Measurement – Brand Leverage -
Role of Brand Managers– Branding challenges & opportunities – Case Studies.
1. Mathew, Brand Management – Text & cases, MacMillan, 2008.
2. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing,
Prentice Hall, 3rd Edition, 2007.
1. Tyboust and Kotter, Kellogg on Branding, Wiley, 2008
2. Lan Batey, Asain Branding – A Great way to fly, PHI, Singapore, 2002.
3. Paul Tmepoal, Branding in Asia, John Willy, 2000.
4. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.
5. Jagdeep Kapoor, Brandex, Biztranza, India, 2005
BA9252 RETAIL MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 9
An overview of Global Retailing – Challenges and opportunities – Retail trends in India – Socio
economic and technological Influences on retail management – Government of India policy
implications on retails.
UNIT II RETAIL FORMATS 9
Organized and unorganized formats – Different organized retail formats – Characteristics of
each format – Emerging trends in retail formats – MNC's role in organized retail formats.
UNIT III RETAILING DECISIONS 9
Choice of retail locations - internal and external atmospherics – Positioning of retail shops –
Building retail store Image - Retail service quality management – Retail Supply Chain
Management – Retail Pricing Decisions.
UNIT IV RETAIL SHOP MANAGEMENT 9
Visual Merchandise Management – Space Management – Retail Inventory Management –
Retail accounting and audits - Retail store brands – Retail advertising and promotions – Retail
Management Information Systems - Online retail – Emerging trends .
UNIT V RETAIL SHOPPER BEHAVIOUR 9
Understanding of Retail shopper behavior – Shopper Profile Analysis – Shopping Decision
Process - Factors influencing retail shopper behavior – Complaints Management - Retail sales
force Management – Challenges in Retailing in India- Case studies.
1. Michael Havy ,Baston, Aweitz and Ajay Pandit, Retail Management, Tata Mcgraw Hill, Sixth
2. Ogden, Integrated Retail Management, Biztranza, India, 2008.
1. Patrick M. Dunne and Robert F Lusch, Retailing, Thomson Learning, 4th Edition 2008.
2. Chetan Bajaj, Rajnish Tow and Nidhi V. Srivatsava, Retail Management, Oxford University
3. Swapna Puadham, Retail Management -Text and Cases, Tata McGraw Hill, 2nd Edition,
4. Dunne, Retailing, Cengage Learning, 2nd Edition, 2008
5. Sivakumar, Retail Marketing, Excel Books, First Edition, 2007.
6. Ramkrishnan and Y.R.Srinivasan, Indian Retailing Text and Cases, Oxford
University Press, 2008
BA9253 SERVICES MARKETING LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of
Services – Unique characteristics of services - Challenges and issues in Services Marketing.
UNIT II SERVICE MARKETING OPPORTUNITIES 9
Assessing service market potential - Classification of services – Expanded marketing mix –
Service marketing – Environment and trends – Service market segmentation, targeting and
UNIT III SERVICE DESIGN AND DEVELOPMENT 9
Service Life Cycle – New service development – Service Blue Printing – GAP’s model of service
quality – Measuring service quality – SERVQUAL – Service Quality function development.
UNIT IV SERVICE DELIVERY AND PROMOTION 9
Positioning of services – Designing service delivery System, Service Channel – Pricing of
services, methods – Service marketing triangle - Integrated Service marketing communication.
UNIT V SERVICE STRATEGIES 9
Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics -
Educational – Entertainment & public utility Information technique Services – case studies
1. Chiristropher H.Lovelock and Jochen Wirtz, Services Marketing, Pearson Education, New
2. Hoffman, Marketing of Services, Cengage Learning, 1st Edition, 2008.
1. K. Douglas Hoffman et al, Essentials of Service Marketing : Concepts, Strategies and
Cases, Thomson Learning, 2nd Edition.
2. Kenneth E Clow, et al, Services Marketing Operation Management and Strategy,
Biztantra, 2nd Edition, New Delhi, 2004.
3. Halen Woodroffe, Services Marketing, McMillan, 2003.
4. Valarie Zeithaml et al, Services Marketing, 5th International Edition, 2007.
5. Christian Gronroos, Services Management and Marketing a CRM Approach, John Wiley,
BA9254 ADVERTISING AND SALES PROMOTION LT P C
3 0 0 3
UNIT I INTRODUCTION TO ADVERTISEMENT 9
Concept and definition of advertisement – Social, Economic and Legal Implications of
advertisements – setting advertisement objectives – Ad. Agencies – Selection and remuneration
– Advertisement campaigns – case studies.
UNIT II ADVERTISEMENT MEDIA 9
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling.
UNIT III DESIGN AND EXECUTION OF ADVERTISEMENTS 9
Message development – Different types of advertisements – Layout – Design appeal – Copy
structure – Advertisement production – Print – Radio. T.V. and Web advertisements – Media
Research – Testing validity and Reliability of ads – Measuring impact of advertisements – case
UNIT IV INTRODUCTION TO SALES PROMOTION 9
Scope and role of sale promotion – Definition – Objectives of sales promotion - sales promotion
techniques – Trade oriented and consumer oriented.
UNIT V SALES PROMOTION CAMPAIGN 9
Sales promotion – Requirement identification – Designing of sales promotion campaign –
Involvement of salesmen and dealers – Out sourcing sales promotion national and international
promotion strategies – Integrated promotion – Coordination within the various promotion
techniques – Online sales promotions- case studies.
1. Wells, Moriarty & Burnett, Advertising, Principles & Practice, Pearson Education
7th Edition, 2007.
2. Kenneth Clow. Donald Baack, Integrated Advertisements, Promotion and Marketing
communication, Prentice Hall of India, New Delhi, 2003.
1. S. H. H. Kazmi and Satish K Batra, Advertising & Sales Promotion, Excel Books, New Delhi,
2. George E Belch and Michel A Belch, Advertising & Promotion, McGraw Hill, Singapore,
3. Julian Cummings, Sales Promotion, Kogan Page, London 1998.
4. E.Betch and Michael, Advertising and Promotion, McGraw Hill, 2003.
5. Jaishri Jefhwaney, Advertising Management, Oxford, 2008.
BA9255 CONSUMER BEHAVIOR LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Concepts – Significance – Dimensions of Consumer Behavior – Application of knowledge of
Consumer Behaviour in marketing decisions.
UNIT II CONSUMER BEHAVIOR MODELS 9
Industrial and individual consumer behaviour models - Howared- Sheth, Engel – Kollat,
Webstar and wind Consumer Behaviour Models – Implications of the models on marketing
UNIT III INTERNAL INFLUENCES 9
Psychological Influences on consumer behavior – motivation – perception – personality
Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction.
UNIT IV EXTERNAL INFLUENCES 9
Socio-Cultural, Cross Culture - Family group – Reference group – Communication -Influences
on Consumer behavior
UNIT V PURCHASE DECISION PROCESS 9
High and low involvement - Pre-purchase and post-purchase behavior – Online purchase
decision process – Diffusion of Innovation – Managing Dissonance - Emerging Issues – case
1. Jay D. Lindquist and Joseph Sirgy, Shopper, Buyer and Consumer Behavior, Biztranza
2. Paul Peter et al., Consumer Behavior and Marketing Stratergy, Tata McGraw Hill, Indian
Edition, 7th Edition 2005.
1. Leon G.Schiffman and Leslie Lasar Kanuk, Consumer Behavior, Pearson Education, India,
2. David L. Louden and Albert J Della Bitta, Consumer Behavior, McGraw Hill, New Delhi
3. Frank R. Kardes, Consumer Behaviour and Managerial Decision Making, 2nd Edition.
4. Assel, Consumer Behavior - A Strategic Approach, Biztranza, 2008.
5. Sheth Mittal, Consumer Behavior- A Managerial Perspective, Thomson Asia (P) Ltd., 2003.
BA9256 CUSTOMER RELATIONSHIPS MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Definitions - Concepts and Context of relationship Management – Evolution - Transactional Vs
Relationship Approach – CRM as a strategic marketing tool – CRM significance to the
UNIT II UNDERSTANDING CUSTOMERS 9
Customer information Database – Customer Profile Analysis - Customer perception,
Expectations analysis – Customer behavior in relationship perspectives; individual and group
customer’s - Customer life time value – Selection of Profitable customer segments.
UNIT III CRM STRUCTURES 9
Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and
Prevention of defection – Models of CRM – CRM road map for business applications.
UNIT IV CRM PLANNING AND IMPLEMENTATION 9
Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM –
Operational CRM – Call center management – Role of CRM Managers.
UNIT V TRENDS IN CRM 9
e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM
1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic
Prespective, Macmillan 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and applications,
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4. Kumar, Customer Relationship Management - A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools, Elsevier, 2004.
BA9257 SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT LT P C
3 0 0 3
UNIT I INVESTMENT SETTING 8
Financial and economic meaning of Investment – Characteristics and objectives of Investment –
Types of Investment – Investment alternatives – Choice and Evaluation – Risk and return
UNIT II SECURITIES MARKETS 10
Financial Market - Segments – Types - - Participants in financial Market – Regulatory
Environment, Primary Market – Methods of floating new issues, Book building – Role of primary
market – Regulation of primary market, Stock exchanges in India – BSE, OTCEI , NSE, ISE,
and Regulations of stock exchanges – Trading system in stock exchanges –SEBI.
UNIT III FUNDAMENTAL ANALYSIS 9
Economic Analysis – Economic forecasting and stock Investment Decisions – Forecasting
techniques. Industry Analysis : Industry classification, Industry life cycle – Company Analysis
Measuring Earnings – Forecasting Earnings – Applied Valuation Techniques – Graham and
Dodds investor ratios.
UNIT IV TECHNICAL ANALYSIS 9
Fundamental Analysis Vs Technical Analysis – Charting methods – Market Indicators. Trend –
Trend reversals – Patterns - Moving Average – Exponential moving Average – Oscillators –
Market Indicators – Efficient Market theory.
UNIT V PORTFOLIO MANAGEMENT 9
Portfolio analysis –Portfolio Selection –Capital Asset Pricing model – Portfolio Revision –
Portfolio Evaluation – Mutual Funds.
TOTAL: 45 PERIODS
1. Donald E.Fischer & Ronald J.Jordan, Security Analysis & Portfolio Management, PHI
Learning / Pearson Education., New Delhi, 6th edition, 2008.
2. Prasannachandra, Investment analysis and Portfolio Management, Tata McGraw Hill, 2008.
1. Reilly & Brown, Investment Analysis and Portfolio Management, Cengage Learning, 8th
2. S. Kevin , Securities Analysis and Portfolio Management , PHI Learning , 2008.
3. Bodi, Kane, Markus, Mohanty, Investments, 6th edition, Tata McGraw Hill, 2007.
4. V.A.Avadhan, Securities Analysis and Portfolio Management, Himalaya Publishing House,
5. V.K.Bhalla, Investment Management, S.Chand & Company Ltd., 2008.
BA9258 MERCHANT BANKING AND FINANCIAL SERVICES LT P C
3 0 0 3
UNIT I MERCHANT BANKING 5
Introduction – An Over view of Indian Financial System – Merchant Banking in India – Recent
Developments and Challenges ahead – Institutional Structure – Functions of Merchant Bank -
Legal and Regulatory Framework – Relevant Provisions of Companies Act- SERA- SEBI
guidelines- FEMA, etc. - Relation with Stock Exchanges and OTCEI.
UNIT II ISSUE MANAGEMENT 12
Role of Merchant Banker in Appraisal of Projects, Designing Capital Structure and Instruments
– Issue Pricing – Book Building – Preparation of Prospectus Selection of Bankers, Advertising
Consultants, etc. - Role of Registrars –Bankers to the Issue, Underwriters, and Brokers. – Offer
for Sale – Green Shoe Option – E-IPO, Private Placement – Bought out Deals – Placement with
FIs, MFs, FIIs, etc. Off - Shore Issues. – Issue Marketing – Advertising Strategies – NRI
Marketing – Post Issue Activities.
UNIT III OTHER FEE BASED SERVICES 10
Mergers and Acquisitions – Portfolio Management Services – Credit Syndication – Credit Rating
– Mutual Funds - Business Valuation.
UNIT IV FUND BASED FINANCIAL SERVICES 10
Leasing and Hire Purchasing – Basics of Leasing and Hire purchasing – Financial Evaluation.
UNIT V OTHER FUND BASED FINANCIAL SERVICES 8
Consumer Credit – Credit Cards – Real Estate Financing – Bills Discounting – actoring and
Forfaiting – Venture Capital.
1. M.Y.Khan, Financial Services, Tata McGraw-Hill, 11th Edition, 2008
2. Nalini Prava Tripathy, Financial Services, PHI Learning, 2008.
1. Machiraju, Indian Financial System, Vikas Publishing House, 2nd Edition, 2002.
2. J.C.Verma, A Manual of Merchant Banking, Bharath Publishing House, New Delhi,
3. Varshney P.N. & Mittal D.K., Indian Financial System, Sultan Chand & Sons, New Delhi.
4. Sasidharan, Financial Services and System, Tata Mcgraw Hill, New Delhi, 1st Edition,
5. Website of SEBI
BA9259 INTERNATIONAL TRADE FINANCE LT P C
3 0 0 3
UNIT I INTERNATIONAL TRADE 9
International Trade – Meaning and Benefits – Basis of International Trade – Foreign Trade
and Economic Growth – Balance of Trade – Balance of Payment – Current Trends in India –
Barriers to International Trade – WTO – Indian EXIM Policy.
UNIT II EXPORT AND IMPORT FINACE 9
Special need for Finance in International Trade – INCO Terms (FOB, CIF, etc.,) – Payment
Terms – Letters of Credit – Pre Shipment and Post Shipment Finance – Fortfaiting – Deferred
Payment Terms – EXIM Bank – ECGC and its schemes – Import Licensing – Financing
methods for import of Capital goods.
UNIT III FOREX MANAGEMENT 9
Foreign Exchange Markets – Spot Prices and Forward Prices – Factors influencing Exchange
rates – The effects of Exchange rates in Foreign Trade – Tools for hedging against Exchange
rate variations – Forward, Futures and Currency options – FEMA – Determination of
Foreign Exchange rate and Forecasting.
UNIT IV DOCUMENTATION IN INTERNATIONAL TRADE 9
Export Trade Documents: Financial Documents – Bill of Exchange- Type- Commercial
Documents - Proforma, Commercial, Consular, Customs, Legalized Invoice, Certificate of
Origin Certificate Value, Packing List, Weight Certificate, Certificate of Analysis and
Quality, Certificate of Inspection, Health certificate. Transport Documents - Bill of Lading,
Airway Bill, Postal Receipt, Multimodal Transport Document. Risk Covering Document:
Insurance Policy, Insurance Cover Note. Official Document: Export Declaration Forms, GR
Form, PP From, COD Form, Softer Forms, Export Certification, GSPS – UPCDC Norms.
UNIT V EXPORT PROMOTION SCHEMES 9
Government Organizations Promoting Exports – Export Incentives : Duty Exemption – IT
Concession – Marketing Assistance – EPCG, DEPB – Advance License – Other efforts I
Export Promotion – EPZ – EQU – SEZ and Export House.
TOTAL: 45 PERIODS
1. Apte P.G., International Financial Management, Tata McGraw Hill, 2008.
2. Jeff Madura, International Corporate Finance, Cengage Learning, 8th Edition, 2008.
1. Alan C. Shapiro, Multinational Financial Management, PHI Learning, 4th Edition, 2008.
2. Eun and Resnik, International Financial Management, Tata Mcgraw Hill, 4th Edition, 2008.
3. Website of Indian Government on EXIM policy
BA9260 CORPORATE FINANCE LT P C
3 0 0 3
UNIT I INDUSTRIAL FINANCE 9
Indian Capital Market – Basic problem of Industrial Finance in India. Equity – Debenture
financing – Guidelines from SEBI, advantages and disadvantages and cost of various sources
of Finance - Finance from international sources, financing of exports – role of EXIM bank and
commercial banks.– Finance for rehabilitation of sick units.
UNIT II SHORT TERM-WORKING CAPITAL FINANCE 6
Estimating working capital requirements – Approach adopted by Commercial banks,
Commercial paper- Public deposits and inter corporate investments.
UNIT III ADVANCED FINANCIAL MANAGEMENT 12
Appraisal of Risky Investments, certainty equivalent of cash flows and risk adjusted discount
rate, risk analysis in the context of DCF methods using Probability information, nature of cash
flows, Sensitivity analysis; Simulation and investment decision, Decision tree approach in
UNIT IV FINANCING DECISION 10
Simulation and financing decision - cash inadequacy and cash insolvency -determining the
probability of cash insolvency- Financing decision in the Context of option pricing model and
agency costs- Inter-dependence of investment - financing and Dividend decisions.
UNIT V CORPORATE GOVERNANCE 8
Corporate Governance - SEBI Guidelines- Corporate Disasters and Ethics - Corporate Social
Responsibility- Stakeholders and Ethics- Ethics, Managers and Professionalism.
TOTAL: 45 PERIODS
1. Richard A.Brealey, Stewat C.Myers and Mohanthy, Principles of Corporate Finance, Tata
McGraw Hill, 8th Edition, 2008
2. I.M.Pandey, Financial Management, Vikas Publishing House Pvt., Ltd., 11th Edition, 2008.
1. Brigham and Ehrhardt, Corporate Finance - A focused Approach, Cengage Learning,
1st Edition, 2008.
2. M.Y Khan, Indian Financial System, Tata McGraw Hill, 5th Edition, 2008
3. Smart, Megginson, and Gitman, Corporate Finance, 1st Edition, 2008.
4. Krishnamurthy and Viswanathan, Advanced Corporate Finance, PHI Learning, 2008.
5. Website of SEBI
BA9261 DERIVATIVES MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 10
Derivatives – Definition – Types – Forward Contracts – Futures Contracts – Options –
Swaps – Differences between Cash and Future Markets – Types of Traders – OTC and
Exchange Traded Securities – Types of Settlement – Uses and Advantages of Derivatives –
Risks in Derivatives.
UNIT II FUTURES CONTRACT 10
Specifications of Futures Contract - Margin Requirements – Marking to Market – Hedging using
Futures – Types of Futures Contracts – Securities, Stock Index Futures, Currencies and
Commodities – Delivery Options – Relationship between Future Prices, Forward Prices and
UNIT III OPTIONS 10
Definition – Exchange Traded Options, OTC Options – Specifications of Options – Call and Put
Options – American and European Options – Intrinsic Value and Time Value of Options –
Option payoff, options on Securities, Stock Indices, Currencies and Futures – Options pricing
models – Differences between future and Option contracts.
UNIT IV SWAPS 7
Definition of SWAP – Interest Rate SWAP – Currency SWAP – Role of Financial Intermediary –
Warehousing – Valuation of Interest rate SWAPs and Currency SWAPs Bonds and FRNs –
UNIT V DERIVATIVES IN INDIA 8
Evolution of Derivatives Market in India – Regulations - Framework – Exchange Trading in
Derivatives – Commodity Futures – Contract Terminology and Specifications for Stock
Options and Index Options in NSE – Contract Terminology and specifications for stock
futures and Index futures in NSE – Contract Terminology and Specifications for Interest Rate
TOTAL: 45 PERIODS
1. John.C.Hull, Options, Futures and other Derivative Securities’, PHI Learning, 7th Edition,
2. Keith Redhead, ‘Financial Derivatives – An Introduction to Futures, Forwards, Options and
SWAPs’,– PHI Learning, 2008.
1. Stulz, Risk Management and Derivaties, Cengage Learning, 1st Edition, 2008.
2. Varma, Derivaties and Risk Management, 1st Edition, 2008.
3. David Dubofsky – ‘Option and Financial Futures – Valuation and Uses, McGraw Hill
4. S.L.Gupta, Financial Derivaties- Theory, Concepts and Practice, Prentice Hall Of India,
5. Website of NSE, BSE.
BA9262 STRATEGIC INVESTMENT AND FINANCE DECISIONS LT P C
3 0 0 3
UNIT I INVESTMENT DECISIONS 12
Project Investment Management Vs Project Management – Introduction to profitable projects –
evaluation of Investment opportunities – Investment decisions under conditions of uncertainty –
Risk analysis in Investment decision – Types of investments and disinvestments.
UNIT II CRITICAL ANALYSIS OF APPRAISAL TECHNIQUES 9
Significance of Information and data bank in project selections – Investment decisions under
capital constraints – capital rationing, Portfolio – Portfolio risk and diversified projects.
UNIT III STRATEGIC ANALYSIS OF SELECTED INVESTMENT DECISIONS 9
Lease financing – Lease Vs Buy decision – Hire Purchase and installment decision – Hire
Purchase Vs Lease Decision – Mergers and acquisition – Cash Vs Equity for mergers.
UNIT IV FINANCING DECISIONS 6
Capital Structure – Capital structure theories – Capital structure Planning in Practice.
UNIT V FINANCIAL DISTRESS 9
Consequences, Issues, Bankruptcy, Settlements, reorganization and Liquidation in bankruptcy.
1. Prasanna Chandra, Financial Management, 7th Edition, Tata McGraw Hill, 2008.
2. Prasanna Chandra, Projects : planning, Analysis, Financing implementation and review, TMH,
New Delhi, 2008
1. Bodie, Kane, Marcus : Investment, Tata McGraw Hill, New Delhi2002.
2. Brigham E. F & Houston J.F. Financial Management, Thomson Publications, 2003.
3. I. M.Pandey, Financial Management , Vikas Publishing House, 2003.
4. M.Y.Khan and P.K.Jain, Financial Management Text and Problems, Tata McGraw Hill
Publishing Co, 2003.
5. Website of IDBI related to project finance
HUMAN RESOURCE ELECTIVES
BA9263 MANAGERIAL BEHAVIOR AND EFFECTIVENESS LT P C
3 0 0 3
UNIT I DEFINING THE MANAGERIAL JOB 8
Descriptive Dimensions of Managerial Jobs – Methods – Model – Time Dimensions in
Managerial Jobs – Effective and Ineffective Job behaviour – Functional and level differences in
Managerial Job behaviour.
UNIT II DESIGNING THE MANAGERIAL JOB 12
Identifying Managerial Talent – Selection and Recruitment – Managerial Skills Development –
Pay and Rewards – Managerial Motivation – Effective Management Criteria – Performance
Appraisal Measures – Balanced Scorecard - Feedback – Career Management – Current
UNIT III THE CONCEPT OF MANAGERIAL EFFECTIVENESS 7
Definition – The person, process, product approaches – Bridging the Gap – Measuring
Managerial Effectiveness – Current Industrial and Government practices in the Management of
Managerial Effectiveness- the Effective Manager as an Optimizer.
UNIT IV ENVIRONMENTAL ISSUES IN MANAGERIAL EFFECTIVENESS 8
Organisational Processes – Organisational Climate – Leader – Group Influences – Job
Challenge – Competition – Managerial Styles.
UNIT V DEVELOPING THE WINNING EDGE 10
Organisational and Managerial Efforts – Self Development – Negotiation Skills – Development
of the Competitive Spirit – Knowledge Management – Fostering Creativity and innovation .
1. Peter Drucker, Management, Harper Row, 2005.
2. Milkovich and Newman, Compensation, McGraw-Hill International, 2005.
3. Blanchard and Thacker, Effective Training Systems, Strategies and Practices
4. Dubrin, Leadership, Research Findings, Practices & Skills, Biztantra, 2008.
5. Joe Tidd , John Bessant, Keith Pavitt , Managing Innovation ,Wiley 3rd edition,2006.
6. T.V.Rao,Appraising and Developing Managerial Performance, Excel Books,2000.
7. R.M.Omkar, Personality Development and Career Management, S.Chand 1stedition,2008.
8. Richard L.Daft, Leadership, Cengage, 1 st Indian Reprint 2008.
BA9264 ENTERPRENEURSHIP DEVELOPMENT LT P C
3 0 0 3
UNIT I ENTREPRENEURAL COMPETENCE 6
Entrepreneurship concept – Entrepreneurship as a Career – Entrepreneurial Personality -
Characteristics of Successful, Entrepreneur – Knowledge and Skills of Entrepreneur.
UNIT II ENTREPRENEURAL ENVIRONMENT 12
Business Environment - Role of Family and Society - Entrepreneurship Development Training
and Other Support Organisational Services - Central and State Government Industrial Policies
and Regulations - International Business.
UNIT III BUSINESS PLAN PREPARATION 12
Sources of Product for Business - Prefeasibility Study - Criteria for Selection of Product -
Ownership - Capital - Budgeting Project Profile Preparation - Matching Entrepreneur with the
Project - Feasibility Report Preparation and Evaluation Criteria.
UNIT IV LAUNCHING OF SMALL BUSINESS 10
Finance and Human Resource Mobilization Operations Planning - Market and Channel
Selection - Growth Strategies - Product Launching.
UNIT V MANAGEMENT OF SMALL BUSINESS 5
Monitoring and Evaluation of Business - Preventing Sickness and Rehabilitation of Business
Units- Effective Management of small Business.
1. Hisrich, Entrepreneurship, Tata McGraw Hill, New Delhi, 2001.
2. S.S.Khanka, Entrepreneurial Development, S.Chand and Company Limited, New Delhi,
1. Mathew Manimala, Entrepreneurship Theory at the Crossroads, Paradigms & Praxis,
Biztrantra ,2nd Edition ,2005
2. Prasama Chandra, Projects – Planning, Analysis, Selection, Implementation and Reviews,
Tata McGraw-Hill, 1996.
3. P.C.Jain (ed.), Handbook for New Entrepreneurs, EDII, Oxford University Press, New Delhi,
4. Staff College for Technical Education, Manila and Centre for Research and Industrial Staff
Performance, Bhopal, Entrepreneurship Development, Tata McGraw-Hill Publishing
Company Ltd., New Delhi, 1998.
5. P.Saravanavel, Entrepreneurial Development, Ess Pee kay Publishing House, Chennai -
BA9265 ORGANISATIONAL THEORY, DESIGN & DEVELOPMENT LT P C
3 0 0 3
UNIT I ORGANISATION & ITS ENVIRONMENT 8
Meaning of Organisation – Need for existence - Organisational Effectiveness – Creation of
Value – Measuring Organisational Effectiveness – External Resources Approach, Internal
Systems Approach and Technical approach - HR implications.
UNIT II ORGANIZATIONAL DESIGN 15
Organizational Design – Determinants – Components – Types - Basic Challenges of design –
Differentiation, Integration, Centralization, Decentralization, Standardization, Mutual adjustment-
Mechanistic and Organic Structures- Technological and Environmental Impacts on Design-
Importance of Design – Success and Failures in design - Implications for Managers.
UNIT III ORGANISATIONAL CULTURE 6
Understanding Culture – Strong and Weak Cultures – Types of Cultures – Importance of Culture
- Creating and Sustaining Culture - Culture and Strategy - Implications for practicing Managers.
UNIT IV ORGANISATIONAL CHANGE 6
Meaning – Forces for Change - Resistance to Change – Types and forms of change –
Evolutionary and Revolutionary change – Change process -Organisation Development – HR
functions and Strategic Change Management - Implications for practicing Managers.
UNIT V ORGANISATION EVOLUTION AND SUSTENANCE 10
Organizational life cycle – Models of transformation – Models of Organizational Decision making
– Organizational Learning – Innovation, Intrapreneurship and Creativity-HR implications.
TOTAL: 45 PERIODS
1. Gareth R.Jones, Organisational Theory, Design & Change, Pearson Education, 7th Edition
2. Richard L. Daft, Understanding the theory & Design of Organisations, Cengage Learning
Western, 7th Edition 2007.
1. Thomson G. Cummings and Christopher G. Worley, Organisational development and
Change, South Western Thompson, 2007
2. Robbins Organisation Theory; Structure Design & Applications, Prentice Hall of India, 2005.
3. Bhupen Srivastava, Organisational Design and Development: Concepts application,
Biztantra , 2007.
4. Robert A Paton, James Mc Calman, Change Management, A guide to effective
implementation, Response Books, 2005.
5. Adrian ThornHill, Phil Lewis, Mike Millmore and Mark Saunders, Managing Change -A
Human Resource Strategy Approach, Wiley, 2005.
BA9266 INDUSTRIAL RELATIONS AND LABOUR WELFARE LT P C
3 0 0 3
UNIT I INDUSTRIAL RELATIONS 7
Concepts – Importance – Industrial Relations problems in the Public Sector – Growth of Trade
Unions – Codes of conduct.
UNIT II INDUSTRIAL CONFLICTS 12
Disputes – Impact – Causes – Strikes – Prevention – Industrial Peace – Government Machinery
– Conciliation – Arbitration – Adjudication.
UNIT III LABOUR WELFARE 8
Concept – Objectives – Scope – Need – Voluntary Welfare Measures – Statutory Welfare
Measures – Labour – Welfare Funds – Education and Training Schemes.
UNIT IV INDUSTRIAL SAFETY 9
Causes of Accidents – Prevention – Safety Provisions – Industrial Health and Hygiene –
Importance – Problems – Occupational Hazards – Diseases – Psychological problems –
Counseling – Statutory Provisions.
UNIT V WELFARE OF SPECIAL CATEGORIES OF LABOUR 9
Child Labour – Female Labour – Contract Labour – Construction Labour – Agricultural Labour –
Differently abled Labour –BPO & KPO Labour - Social Assistance – Social Security –
1. Mamoria C.B. and Sathish Mamoria, Dynamics of Industrial Relations, Himalaya Publishing
House, New Delhi, 2007.
1. C.S.Venkata Ratnam, Globalisation and Labour Management Relations, Response Books,
2. Ratna Sen, Industrial Relations in India, Shifting Paradigms, Macmillan India Ltd., New
3. Srivastava, Industrial Relations and Labour laws, Vikas, 2007.
4. Sarma A. M, Welfare of Unorganized Labour, Himalaya Publishing House, 1st Edition,
5. Subba Rao , Essentials of Human Resource Management & Industrial relations ( Text &
Cases ), Himalaya Publications, 2007.
BA9267 LABOUR LEGISLATIONS L TP C
3 0 0 3
Legal Provision relating to
b) Working Conditions and Labour Welfare
c) Industrial Relations
d) Social Security
Contained in the following acts are to be studied.
1. The Factories Act, 1948 3
2. The Trade Unions Act, 1926 4
3. The Payment of Wages Act, 1936 3
4. The Minimum Wages Act, 1948 2
5. The Industrial Disputes Act, 1947 5
6. The Workmen’s Compensation Act, 1923 2
7. The Payment of Gratuity Act, 1972 3
8. The Payment of Bonus Act, 1965 3
9. The Employee’s Provident Fund & Misc. Act, 1952 3
10. The Employees State Insurance Act, 1948 4
11. The Industrial Employment (Standing Orders) Act, 1946 3
12. The Apprentices Act, 1961 2
13. The Equal Remuneration Act, 1976 2
14. The Maternity Benefit Act, 1961 2
15. Contract Labour Regulations and Abolition Act, 1970 2
16. The Child Labour Prevention and Regulation Act, 1986 2
TOTAL: 45 PERIODS
1. P.K. Padhi, Industrial Laws, PHI, 2008.
2. Kapoor N. D , Elements of Mercantile Law, Sultan Chand, 2008.
1 Tax Mann, Labour Laws, 2008.
2 D. R. N. Sinha, Indu Balasinha & Semma Priyadarshini Shekar, Industrial Relation,
Trade unions and Labour Legislation, 2004.
3 Respective Bare Acts.
BA9268 STRATEGIC HUMAN RESOURCE MANAGEMENT L T P C
AND DEVELOPMENT 3 0 0 3
UNIT I HUMAN RESOURCE DEVELOPMENT 10
Meaning – Strategic framework for HRM and HRD – Vision, Mission and Values – Importance –
Challenges to Organisations – HRD Functions - Roles of HRD Professionals - HRD Needs
Assessment - HRD practices – Measures of HRD performance – Links to HR, Strategy and
Business Goals – HRD Program Implementation and Evaluation – Recent trends – Strategic
Capability , Bench Marking and HRD Audit.
UNIT II E-HRM 6
e- Employee profile– e- selection and recruitment - Virtual learning and Orientation – e -
training and development – e- Performance management and Compensation design –
Development and Implementation of HRIS – Designing HR portals – Issues in employee privacy
– Employee surveys online.
UNIT III CROSS CULTURAL HRM 7
Domestic Vs International HRM - Cultural Dynamics - Culture Assessment - Cross Cultural
Education and Training Programs – Leadership and Strategic HR Issues in International
Assignments - Current challenges in Outsourcing, Cross border M and A- Repatriation etc -
Building Multicultural Organisation - International Compensation.
UNIT IV CAREER & COMPETENCY DEVELOPMENT 10
Career Concepts – Roles – Career stages – Career planning and Process – Career
development Models– Career Motivation and Enrichment –Managing Career plateaus-
Designing Effective Career Development Systems – Competencies and Career Management –
Competency Mapping Models – Equity and Competency based Compensation.
UNIT V EMPLOYEE COACHING & COUNSELING 12
Need for Coaching – Role of HR in coaching – Coaching and Performance – Skills for Effective
Coaching – Coaching Effectiveness– Need for Counseling – Role of HR in Counseling -
Components of Counseling Programs – Counseling Effectiveness – Employee Health and
Welfare Programs – Work Stress – Sources - Consequences – Stress Management
Techniques.- Eastern and Western Practices - Self Management and Emotional Intelligence.
TOTAL: 45 PERIODS
1. Randy L. Desimone, Jon M. Werner – David M. Mathis, Human Resource Development,
Cengage Learning, 2007.
2. Jeffrey A Mello, Strategic Human Resource Management, Cengage Learning,
1. Bernadin, Human Resource Management, Tata McGraw Hill, 2006.
2. Robert L. Mathis and John H. Jackson, Human Resource Management, Cengage Learning,
3. Rosemary Harrison, Employee Development – University Press, India Ltd, New Delhi, 2007.
4. Tony Edwards and Chris Rees, International Human Resource Management , Pearson,
5. Chris Brewstes, Paul Sparrow, Guy Vernon, International Human Resource Management ,
University Press 1st Edition 2008.
BA9269 DATABASE MANAGEMENT SYSTEM LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Database and DBMS – characteristics – importance – advantages – evolution - codd rulesdatabase
architecture; data organization- file structures and indexing
UNIT II MODELING AND DESIGN FRAME WORK 9
Data models- Conceptual design- ER diagram-relationships- normalization -data management
and system integration
UNIT III DATABASE IMPLEMENTATION 9
Query languages-SQL for data creation, retrieval and manipulation, database transactions,
concurrency control, atomicity, recovery, security, backup and recovery, data base
administration- client server architecture based RDBMS.
UNIT IV DISTRIBUTED DATABASE AND OBJECT ORIENTED DATABASES 9
Concepts of distributed databases and design, Object oriented databases-object life cycle
modeling conceptual design-UML.
UNIT V EMERGING TRENDS 9
Overview of visual databases and knowledge based databases-conceptual design and business
impacts. Scope for professionals and certifications such as Oracle Certified Professional.
1. Peter Rob, Carlos Coronel, Database System and Design, Implementation and
Management, 7 th edition, Cengage Learning,
2. Jeffrey A Hoffer et al, Modern Database Management, 8th Edition, Pearson Education, 2008,
1. V. K. Jain, Database Management Systems, Dreamtech press, 2007
2. Narayan S. Umanath and Richard W. Scamell, Data Modeling and database design,
Thomson course technology, 2008
3. Mark L.Gillenson & el, Introduction database management, Wiley India Pvt. Ltd, 2008
4. Peter Rob and Carlos Coronel, Database systems- Design, Implementation and
Management, Thomson Course technology, 2008
5. Hector Garcia -Molica et al, Database Systems – The complete book, Pearson Education,
BA9270 E - COMMERCE TECHNOLOGY AND MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION TO E-COMMERCE 8
Electronic commerce and physical commerce - Economic forces – advantages – myths -
UNIT II TECHNOLOGY INFRASTRUCTURE 10
Internet and World Wide Web, internet protocols - FTP, intranet and extranet - cryptography,
information publishing technology- basics of web server hardware and software.
UNIT III BUSINESS APPLICATIONS 10
Consumer oriented ecommerce – etailing and models - Marketing on web – advertising, e-mail
marketing, e-CRM; Business oriented ecommerce – E-Government, EDI on the internet, SCM;
Web Auctions, Virtual communities and Web portals
UNIT IV ECOMMERCE PAYMENTS AND SECURITY 9
E payments - Characteristics of payment of systems, protocols, E-cash, E- check and Micro
UNIT V LEGAL AND PRIVACY ISSUES IN E- COMMERCE 8
Legal, Ethics and privacy issues – Protection needs and methodology – consumer protection,
cyber laws , contracts and warranties . Taxation and encryption policies.
1. Hentry Chan & el , E-Commerce – fundamentals and Applications, Wiley India Pvt Ltd,
2. Gary P. Schneider, Electronic commerce, Thomson course technology, Fourth annual
1. Bharat Bhasker, Electronic Commerce – Frame work technologies and Applications, 3rd
Edition. Tata McGrawHill Publications, 2008.
2. Kamlesh K.Bajaj and Debjani Nag, Ecommerce- the cutting edge of Business, Tata
McGrawHill Publications, 2008
3. Efraim Turban et al, Electronic Commerce –A managerial perspective, Pearson Education
4. Kalakota et al, Frontiers of Electronic Commerce, Addison Wesley, 2004
BA9271 ENTERPRISE RESOURCE PLANNING LT P C
3 0 0 3
UNIT I INTRODUCTION 8
Overview of enterprise systems – Evolution - Risks and benefits - Fundamental technology -
Issues to be consider in planning design and implementation of cross functional integrated ERP
systems - Case studies.
UNIT II ERP SOLUTIONS AND FUNCTIONAL MODULES 10
Overview of ERP software solutions- Small medium and large enterprise vendor solutions, BPR,
Business Engineering and best Business practices - Business process Management. Overview
of ERP modules -sales and Marketing, Accounting and Finance, Materials and Production
management etc. -Case studies.
UNIT III ERP IMPLEMENTATION 10
Planning Evaluation and selection of ERP systems-Implementation life cycle - ERP
implementation, Methodology and Frame work- Training – Data Migration. People Organization
in implementation-Consultants, Vendors and Employees-Case studies.
UNIT IV POST IMPLEMENTATION 8
Maintenance of ERP- Organizational and Industrial impact; Success and Failure factors of and
ERP Implementation -case studies.
UNIT V EMERGING TRENDS ON ERP 9
Extended ERP systems and ERP bolt –on -CRM, SCM, Business analytics etc- Future trends in
ERP systems-web enabled, Wireless technologies so on-Case studies.
1. Alexis Leon, ERP demystified, second Edition Tata McGraw-Hill, 2006.
1. Jagan Nathan Vaman, ERP in Practice, Tata McGraw-Hill, 2008
2. Alexis Leon, Enterprise Resource Planning, second edition, Tata McGraw-Hill, 2008.
3. Mahadeo Jaiswal and Ganesh Vanapalli, ERP Macmillan India, 2006.
4. Vinod Kumar Grag and N.K. Venkitakrishnan, ERP- Concepts and Practice, Prentice Hall of
5. Summer, ERP, Pearson Education, 2008.
BA9272 SUPPLY CHAIN AND LOGISTICS MANAGEMENT LTP C
3 0 0 3
UNIT I INTRODUCTION 9
Defining Supply Chain management and logistics management. Evolution. Supply Chain –
Fundamentals, , and Importance. Supply chain strategy, Enablers/ Drivers of Supply Chain
Performance. Supply Chain relationships
UNIT II LOGISTICS MANAGEMENT 9
Logistics – functions, objectives, solution. Customer Service. Warehousing and Material
Storage, Material Handling, Trasportation and Packaging – 3PL and 4PL.
UNIT III NETWORK DESIGN 9
Distribution Network Design – Role, Factors Influencing, Options, Value Additions. Models for
Facility Location and Capacity allocation. Impact of uncertainty on Network Design. Network
Design decisions using Decision trees.
UNIT IV SOURCING AND INVENTORY MANAGEMENT 9
Sourcing – Make vs buy decision, Creating World Class Supply base, World Wide Sourcing
Inventory Management – managing cycle inventory, safety inventory. Value of information,
Bullwhip effect, Coordination in supply chain, Analysing impact of supply chain redesign on the
UNIT V CURRENT TRENDS 9
E-Business – Framework and Role of Supply Chain in e- business and b2b practices. Supply
Chain IT Framework.E-Supply Chains, E – Logistics- eSRM, eLRM, eSCM, Agile Supply
Chains. Reverse Logistics, Global Logistics.
TOTAL: 45 PERIODS
1. Bowersox Donald J, Logistical Management – The Integrated Supply Chain Process” Tata
McGraw Hill, 2000
2. Sunil Chopra and Peter Meindl, Supply Chain Management-Strategy Planning and
Operation, Prentice Hall, 2007.
1. Donald J. Bowersox, David J. Closs and M. Bixby Cooper, “Supply Chain Logistics
Management”, Tata McGraw Hill, 2008
2. Altekar Rahul V, Supply Chain Management-Concept and Cases, Prentice Hall India, 2005.
3. Joel D. Wisner, G. Keong Leong, Keah-Choon Tan, “Principles of Supply Chain
Management- A Balanced Approach”, South-Western, Cengage Learning 2005
4. Naraya Rangarj, G. Raghuram, Mandyam M. Srinivasan, “Supply Chain Management for
Competitive Advantage – Concepts and Cases”, Tata McGraw Hill, 2009
5. R.P. Mohanty and S.G. Deshmukh, “ Supply Chain Management”, Biztantra, 2005
BA9273 PRODUCT DESIGN LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Defining Product, Types of products. Successful Product development – characteristics,
duration and cost, challenges. Development Process: Generic Process- Adapting to product
types. Stage-gate model - New Service Development Process
UNIT II PRODUCT PLANNING 9
Product Planning Process – Steps. Product Life Cycle. Technology Life Cycle - Understanding
Customer Needs - Disruptive Technologies- Product Specification - Concept Generation –
Activity- Steps- Brain Storming,
UNIT III PRODUCT CONCEPT 9
Concept Selection – Importance, Methodology, concept Screening, Concept Scoring. Concept
Testing. Product Architecture- Definition, Modularity, implication, Establishment, Delayed
Differentiation, Platform Planning.
UNIT IV INDUSTRIAL DESIGN AND DESIGN TOOLS 9
Industrial Design, Design for Manufacturing-Value Engineering-Ergonomics-Prototyping-Robust
Design- Collaborative Product development- Product development economics.
UNIT V PATENTS 9
Defining Intellectual Property and Patents, Patent Searches and Application, Patent Ownership
and Transfer, Patent Infringement, New Developments and International Patent Law.
TOTAL: 45 PERIODS
1. Karl T. Ulrich and Steven D. Eppinger, Product Design and Development, Tata
McGraw – Hill, Third Edition, reprint 2008.
1. A.K. Chitale and R.C. Gupta, Product Design and Manufacturing, PHI, 2008.
2. Michael Grieves, Product Life Cycle Management, Tata McGraw Hill , 2006.
3. Deborah E. Bouchoux, Intellectual Property Rights, Delmar, Cengage Learning, 2005.
4. Kerber, Ronald L, Laseter, Timothy M., Strategic Product Creation, Tata- McGraw Hill,
5. Bruce T. Barkley, Project Management in New Product Development, Tata McGraw Hill,
BA9274 SERVICES OPERATIONS MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 9
Importance and role of Services -Nature of services -Service classification Service Package
Service Strategy -Internet strategies - Environmental strategies.
UNIT II SERVICE DESIGN 9
New Service Development - Designing the Service delivery system: Service Blue-printing -
Managing Service Experience - Front-office Back-office Interface - Service scape – Implication
for Service Design
UNIT III SERVICE QUALITY 9
Service Quality- SERVQUAL, -Gap Model -Complaint management - Walk-through Audit -
Service Recovery - Service Guarantees - Service Encounter.
UNIT IV OPERATING SERVICES 9
Service operational planning and control -Process Analysis - Process Simulation -Service
Facility Location -Capacity Management in Services – Queuing models - Waiting Lines –
Simulation - Yield management.
UNIT V TOOLS AND TECHNIQUES 9
Inventory Management in Services – Retail Discounting Model - Newsvendor Model - Vehicle
Routing and Scheduling -Productivity and Performance measurement - Data Envelopment
Analysis (DEA) -Scoring System – Method for customer selection.
1. James A. Fitzsimmons, Mona J. Fitzsimmons, Service Management – Operations,
Strategy, Information Technology, Tata McGraw – Hill Edition 2006.
2. Richard Metters, Kathryn King-Metters, Madeleine Pullman, Steve Walton Service
Operations Management, South-Western, Cengage Learning, 2006.
1. Cengiz Haksever, Barry Render, Roberta S. Russell, Rebert G. Murdick, Service
Management and Operations, Pearson Education – Second Edition.
2. Robert Johnston, Graham Clark, Service Operations Management, Pearson Education,