PES UNIVERSITY, BANGALORE-85

MANAGEMENT STUDIES
MBA PROGRAM

UM18MB601:
INTRODUCTION TO DATA MANAGEMENT (2-1-0-2-3)
Course Objective:
• The main purpose of the course is to develop and understand the principles, concepts, functions and
uses of Data warehousing and Data Base Management Systems, which is used in organizations to take
Strategic decisions.

Course Outcomes:
At the end of the course students can:
• Study the physical and logical database designs, database modeling and retrieving data from relational
data bases.
• Design a data warehouse for efficient decision support by providing adaptive and flexible source of
information
• Learn the ETL concepts and it’s Applications.

Course Contents:
1. Data Base Management System: Purpose of Database System- Database System Terminologies -
Database characteristics - Data models – Types of Data models – Components of DBMS – Logical Data
Base Design-Relational Data Base - Codd's Rule – Entity Relationship model.
2. Implementation: ER model –SQL Statements –DDL Statements -Create Table-Alter Table-Drop
Table-SQL Constraints.
3. SQL DML-Insert-Update-Delete-Merge Commands-Restricting and sorting data-Displaying data from
multiple tables using Joins-Aggregating Data using Group function.
4. Data Warehousing: Introduction to Data warehouse - Difference between operational Database
systems and Data warehouses - Data warehouse Characteristics - Data warehouse Architecture and its
Components – Extraction – Transformation – Loading - Data Modeling - Schema Design – Star and
Snow Flake Schema - Fact Table-Dimension Table-OLAP Cubes.
5. ETL Lab Using Talend: Working with Databases -Introduction to Transformations using ETL-
Joiner-Filter-Sorter-lookup-Row generator-Aggregator.

Pre-requisites: None

Reference Books:
1. “Data Warehousing Fundamentals”, PaulrajPonnaiah Wiley, Student Edition, 2001.
2. "SQL The Complete Reference", James R Groff , Paul N. Weinberg , Andy Oppel, 3rd Edition,
Paperback 2009
3. “Fundamentals of Business Analytics”, R.N Prasad, Seema Acharya, 2nd Edition, Wiley 2016, ISBN
9788126532032
4. "Talend Open Studio Cookbook", Rick Barton, Packt Publishing Limited, 2013
 UM18MB604:
MACHINE LEARNING USING PYTHON (2-1-0-2-3)
Course Objectives:
• This course aims to provide an outline, structure and introduce the basic concepts of Machine Learning
to future leaders from an application orientation
• This course covers three main aspects to ML covered in this course – algorithms, implementation using
Python Libraries and applications of ML in business. Each aspect is covered from a management
perspective to equip the learners to identify opportunities for applying ML and prepare to participate in
the transformation journey enabled by ML in their organizations.
Course Outcomes:
At the end of this course, the students can:
• Understand the basic concepts of Artificial Intelligence and Machine Learning
• Articulate and distinguish between the basic learning approaches used in ML
• Identify salient aspects of major algorithms in Regression, Classification and Clustering families as well
as implement them using Python
• Explain the value proposition of application scenarios across industry to business users
Course Contents:
1. Introduction to AI, ML: Definitions of AI, ML, Big Data - Compare programming and ML
approaches – Popularity of ML - success stories - Supervised and Unsupervised ML Methods - Labels,
Feature - Typical methods within Supervised and Unsupervised Learning and their purposes,
2. Regression Methods: Supervised Learning – Assumptions for Regression - Simple Linear Regression –
Multiple Linear Regression – Polynomial Regression – With Interaction Term – SSE – R Square – Adj R
Square - Residual calculation and Plots- Data Preparation steps - Comparing model performance –
Decision Tree Regression and Random Forest–Comparative Strengths and Weakness of Algorithms -
Model Validation Methods (Hold out set method, Cross Validation), model tuning steps- Regression
Applications in industries
Lab: Data preprocessing steps - Demonstration of types of Regression and interpreting outputs (Simple
Linear Regression, Multiple Regression, Polynomial Regression, Decision Tree Regression, Random
Forest), interpretation of outputs
3. Classification Methods: Classification scenario –Data preparation steps - Decision Tree Classifier -
Performance metrics based on Confusion Matrix – Random Forest Classifier – K Nearest Neighbors
Classifier – Logistic Regression – Comparing Classifier performance – Threshold setting, ROC -
Comparing classification algorithms learnt - Model Validation Methods (Hold out set method, Cross
Validation), model tuning steps-Classification Applications in industries
Lab: Data pre-processing steps - Demonstration of Classification algorithms, model tuning and
interpreting outputs (Decision Tree, RF, KNN, Logistic Regression), Interpretation of outputs
4. Clustering Methods: Implications of unsupervised methods – Distance measures – Agglomerative
Hierarchical Clustering - K-Means clustering – Elbow Method – Performance measures for Clustering -
Applications in the industry – Important data preparation steps – Comparative strengths and weaknesses
of algorithms
Lab: Data preprocessing steps - Demonstration of Clustering algorithms, model tuning and interpreting
outputs (Agglomerative Hierarchical Clustering, K-Means)
5. ML Project Lifecycle and Model Management Concepts: CRISP-DMPhases –“Why do so many
ML Projects fail?” - Model Life Cycle Management – Importance of “Experiment mindset” - Bias,
Variance Trade-off – Performance, Interpretability Trade-off
Lab: Anaconda for Windows, Python 3 in Jupyter Notebook, Spyder IDE
Pre-requisites: Python Programming - Foundation
Reference Books:
1. "Hands-on machine learning with Scikit-Learn and Tensor Flow: concepts, tools, and techniques to
build intelligent systems", Geron, Aurélien, O'Reilly Media, Inc, 2017
2. "Python machine learning", Raschka, Sebastian, Packt Publishing Ltd, 2015
3. "An introduction to statistical learning", James, Gareth, et al, Vol. 112, New York: springer, 2013.
 UM18MB611:
ADVANCED CORPORATE FINANCE (2-1-0-2-3)

Course Objectives:
• This course provides the central ideas and theories of modern finance and develops familiarity with the
analytical technique helpful in financial decision making.
• To understand the central ideas and theories of modern finance.
• To provide familiarity with the analytical technique used in the financial decision making
• To analyze the short term as well as long term finance using financing models.

Course Outcomes:
At the end of the course students are able to:
• Explain the concepts of working capital sources, cash forecasting, Credit policies of business venture,
Inventory techniques models, Agency problem and others
• Exhibit skills in estimating, evaluating and interpreting the Working capital leverage, optimum size of
cash, receivables and inventory etc.,
• Identify, estimate, evaluate the Maximum permissible bank finance, credit risks, EPS and determine the
good financial planning.

Course Contents:
1. Working Capital Policy and Financing: Current assets financing policy, (No problems on estimation
of Working Capital) Trade credit, Bank credit and mode of securities, Scoring and rating model,
Commercial papers, RBI guide lines on Certificate of deposits, Factoring, Working Capital Leverages.
2. Cash and Liquidity Management: Objectives of cash Management, Factors determining cash needs,
Motives for holding cash, Forecasting Cash flows-Cash Budgeting, Long Term cash forecasting,
monitoring collections and receivables, Optimum cash balances- Investment of Surplus Funds,
Strategies for managing surplus funds. Cash Management conversion Models- Baumol Model, Miller-
Orr Model,
3. Credit Management: Credit policy variables; Credit standards, Credit period, Cash discount, collection
effort. Credit evaluation; Traditional credit analysis, Numerical credit scoring. Credit granting decision,
Control of Account receivables; Days sales outstanding, ageing schedule, Collection matrix, Credit
management in India.
4. Inventory Management: Objectives, Costs and Benefits of holding Inventory, Inventory Control
Techniques; ABC system, Economic Order Quantity, Just in Time, Determination of inventory control
levels; Ordering, Reordering, Danger level, Inventory Management in India.
5. Theories of Capital Structure and Dividend Policy: NI approach, NOI approach, Modigliani Miller
approach, Arbitrage process in capital structure. Relevance and Irrelevance dividend decision. Walter’s &
Gordon’s Model, Modigliani & Miller approach. Dividend policies stable dividend, stable payout and
growth. Corporate Financial Modeling: Agency Problem and consideration. Effect of inflation on:
Asset Value, Firm Value, returns. Economic Value Added [EVA] concepts, components of EVA,
Market Value Added [MVA]

Pre-requisites : Accounting for Manager and Corporate Finance

Reference Books:
1. “Financial Management Theory and Practice”, Prasanna Chandra, 8th Edition, TMH Education private
Ltd., New Delhi, 2011.
th
2. “Financial Management”, Pandey I M, 10 Edition, Vikas Publishing House Pvt. Ltd., New Delhi, 2011.
th
3. “Financial Management: Text, Problems and Cases”, Khan M Y, Jain P K, 4 Edition, Tata McGraw
Hill, New Delhi, 2004.
 UM18MB612:
INVESTMENT MANAGEMENT (2-1-0-2-3)

Course Objectives:
• This course provides a platform to explore the nature, concepts, theories and working of financial
markets.
• This course aims in understanding the modern valuation techniques, pricing of fixed income securities
and equities.
• This course helps in constructing and managing of portfolios

Course Outcomes:
At the end of the course students are able to understand:
• Explain fundamental concepts of Investment theory and Management.
• Exhibit the skill of identifying, analyzing, evaluating and suggesting the portfolio mix in practice.
• Able to identify, analyze, evaluate and suggest portfolio mix in practice.

Course Contents:
1. Introduction to Investment: Investment- investment and Speculation, Investment Vs gambling.
Features of a good Investment, Investment Process, participants of the securities market. Asset classes -
Financial assets and Real assets. Fixed income securities. Risk and Return: concept of risk, Types of
Risk- Systematic risk, Unsystematic risk, calculation of risk and return.
2. Fundamental and Technical Analysis: Macroeconomic and Industry Analysis and company analysis,
Technical Analysis – Dow theory, types of charts. Indicators and oscillators – volume of trade, breadth
of the market, moving average, exponential moving average, MACD and ROC using screeners for
identifying stock.
3. Bond and Stock Return Valuation: Bond – bond features, types of bonds, bond risk, Bond value
theorems, the term structure of interest rates, bond valuation, YTM and bond duration. Equity
Valuation Models – Dividend valuation models.
4. Portfolio Theory and Practice: Markowitz Mean-Variance portfolio analysis (Max. of 5 securities),
Markowitz efficient frontier. Risk aversion and Capital Allocation to risky Assets, Optimal risky
Portfolios, Sharpe Index Models and optimum portfolio. CAPM, SML and CML, Equilibrium in capital
markets, APT model, efficient market hypothesis – Random walk theory.
5. Portfolio Evaluation and Revision: Portfolio performance evaluation – Sharpe’s. Treynor’s and
Jensen’s performance index. Portfolio revision technique – Active and passive management

Pre-requisites: Accounting for Manager and Corporate Finance

Reference Books:
1. “Investments”, Bodie, Zvi. Kane, Alex. Marcus, Alan Jetal, 10th Edition, Tata McGraw Hill, New Delhi,
2005.
2. “Investments”, Sharpe, William F. Alexander, Gordon J. Bailey, Jeffery V, 6th Edition, Prentice hall India,
New Delhi, 2009.
3. “Security Analysis and Portfolio Management”, Donald E Fischer & Ronald J Jordan, 6th Edition,
Pearson Education, Delhi, 1995.
 UM18MB623:
TALENT ACQUISITION (2-1-0-2-3)
Course Objectives:
• The dynamics of need analysis, design, development and evaluation of talent acquisition cycle.
• Use of technology platforms in talent acquisition process.
• Talent selection practices applied in corporate environment.

Course Outcomes:
At the end of the course students can:
• Remember the concepts and characteristics of talent acquisition process.
• Exhibit fair Understanding of the concepts of corporate talent acquisition practices.
• Apply the skills of corporate talent acquisition practices in real time application.
• Analyze eco system associated with corporate talent Acquisition dynamics.
• Evaluate the cases of famous corporate talent acquisition practices.

Course Contents:
1. Introduction to Talent Acquisition: Importance, HR planning, Job Analysis- meaning, definition and
purpose, job description and job specification. Techniques, task analysis inventory, position analysis
questionnaire, subject expert, workshops, critical incident technique, Fleishmann job analysis survey,
functional job analysis, job element method, repertory grid.
2. Hiring Process: Nature of hiring-: regular, temporary, part time, apprentice, contractual, and
outsourcing. Determinants of hiring decisions: need, cost and job analysis. Application Forms: bio-
data / resume / curriculum vitae and weighted application blanks.
3. Recruitment: Internal sourcing: meaning, definition, sources and cost-benefit analysis External
sourcing: meaning, definition, sources and cost-benefit analysis. Job advertisement: draft and content.
4. Selection Process: selection decisions and stages of selection. Behavioral approach to short listing.
Selection Techniques.
5. Contemporary Talent Acquisition Practices: IT sector, ITES, other services and FMCG.

Pre-requisites: None

Reference Books:
1. “Human Resource Selection”, Robert D. Gate wood and Hubert S. I, south western Cengage Learning,
Mason, Ohio, 2001.
2. “Staffing Organization”, Herbert G. Heinemann III, Timothy A. Judge, 5th Edition, Mc Graw Hill
International, 2005
 UM18MB626:
STRATEGIC HR MEASUREMENTS AND ANALYTICS (2-1-0-2-3)
Course Objectives:
• To familiarize students with the importance of strategic HR measurements in delivering business impact
by connecting business priorities to HR processes
• To enable preparation of strategic and operational metrics across complete employee life-cycle for
efficiency, effectiveness, and impact
• To develop skills to build, analyze and interpret human capital data for strategic and operational
decisions

Course Outcomes:
At the end of the course students can:
• Acquire concepts of fundamentals of measurements and it’s application in HR
• Exhibit competency in defining, designing, implementing, and narrating HR metrics for efficiency,
effectiveness, and impact by building strategic HR reports and dashboards
• Exhibit skills in building Human Capital dashboards for HR and business using strategic and operational
metrics
• Demonstrate competency in strategic analysis using inferential analytics.

Course Contents:
1. Introduction to Future of Work and Human Resources Function: Future of Work and Human
Resources Function, Drivers behind increasing demand of people analytics, The business case for HR
Analytics, Barrier of adoption, Competing on HR Analytics – HBR HRA Maturity Model
2. Strategic HR Measurements and Assessment of HR Data Quality: Linking organization business
priorities to workforce strategy and processes, Hierarchy of measurement, Types of measurements, Ways
to define targets, Establish the quality index of HR data, Framework to build a strategic and actionable
dashboard for the business
3. Measurement and Analysis for Talent Development, Management and Retention : Employee
life-cycle and Employee life-time value, Build Internal Talent Market – Headcount, Joiners, Leavers,
Promotions, and Mobility, Organizational Demographic, Diversity & Inclusion Measurement, Diversity
perspective to Talent management measurement, Learning & Development, Attrition
4. Recruitment Strategic Measurement and Analysis: Role of Analytics in driving Talent acquisition
efficiency and effectiveness, Quality of Hire measurement, Candidate experience and impact
5. Employee Engagement, Experience and Effectiveness Measurement and Analytics: Employee
Engagement – Why does it matter, Calculate Cost of churn due to bad employee experience, Do Survey
Analytics – an end-to-end measurement framework, Types of Surveys to measure employee experience,
engagement, and effectiveness, Hands-on survey analytics.

Pre-requisites: Familiarity with HR Functional knowledge

Reference Books:
1. "People Analytics in the Era of Big Data: Changing the Way You Attract, Acquire, Develop, and Retain
Talent", Jean Paul and Jesse S
2. "The Power of People: Learn How Successful Organizations Use Workforce Analytics To Improve
Business Performance", Nigel Guenole, Jonathan Ferrar, and Sheri Feinzig
 UM18MB633:
SERVICES MARKETING (2-1-0-2-3)
Course Objectives:
The objectives of this course is
• To help students understand the basic fundamentals of services marketing along with emphasis on
practical from the corporate world.
• To enable them apply the fundamentals of the course in the dynamic business world.

Course Outcomes:
At the end of the course students are able to:
• Illustrate the basic concepts of services marketing.
• Create a service mix for service organizations.
• Apply the skills required in identifying and closing the service gaps existing in a service organization.

Course Contents:
1. Foundations for Services Marketing : Introduction to services : Concepts, need and contribution,
Service Characteristics, Search, Experience & Credence Qualities, Services Marketing Mix, GAPs Model
of Service Quality, The Customer Gap, The Provider Gaps : Provider Gap 1, Provider Gap 2, Provider
Gap 3, Provider Gap 4, Closing the Gaps
2. Focus on the Customer : Customer Expectations of Service: Customer Perceptions of Service,
Customer Perceptions, Customer Satisfaction, Service Quality, Service Encounters
3. Understanding Customer Requirements : Listening to Customer through Research, Using customer
research to understand customer expectations, elements in an effective service research program,
analyzing and interpreting customer research findings, upward communication
Building Customer Relationships: Relationship Marketing, Customer Profitability Segments, Relationship
Development Strategies, Service Innovation and Design, Types, Stages, Service Blueprinting, Customer
Defined Service Standards, Factors Necessary for appropriate service standards, Types of Customer
Defined standards
4. Aligning Service Design and Standards : Service Innovation and Design : Challenges, important
considerations for service innovation, types of service innovation, stages in service innovation and
development, service blueprinting, Customer Defined Service Standards : Factors necessary for
appropriate service standards, types of customer defined service standards, development of customer
defined service standards, Physical Evidence and the Service Scape : Definition, Types of Physical
Evidence, Strategic Roles, Guidelines for Physical evidence strategy, Employees Role in Service Delivery,
Service Culture, The critical role of service employees, Boundary Spanning Roles, Strategies for
Delivering Service Quality through people, Customers Role in Service Delivery, Customer Roles,
Strategies for Enhancing Customer Participation
5. Delivering, Performing and Managing Services: Employees role in service delivery : Service
Culture, the critical role of service employees, boundary spanning roles, strategies for delivering service
quality through people, Customers role in service delivery : Importance of customers in service co-
creation and delivery, customers sole, self-service technologies, strategies for enhancing customer
participation, Integrated Service Marketing Communication : The need for coordination in
Marketing communication, Key service communication challenges, Five categories of strategies to match
service promises with delivery

Pre-requisites: Marketing Management

Reference Books:
1. “Services Marketing: Integrating Customer Focus Across The Firm”, Zeithaml, Valarie A Bitner, Mary
Jo, 7th Edition, Tata McGraw Hill, New Delhi, 2018.
 UM18MB634:
ADVERTISING AND MARKETING COMMUNICATION (2-1-0-2-3)

Course Objective:
• This course will provide students an overview of the Advertising and communication function in the
corporate. A student will examine the role of advertising and promotion and its role in modern
marketing. A student will also do the promotion program situation analysis and understanding the
communication process. A student will also examine the various promotional mix elements that form
the basis of integrated marketing communications program. The course ends by measuring the
effectiveness of various elements of the IMC programs.

Course Outcomes:
At the end of the course students are able to understand:
• The basic fundamentals of Integrated Marketing Communications (IMC)
• The IMC program situation analysis
• The communication process
• The objectives and budgeting of IMC programs
• The developing of IMC programs

Course Contents:
1. Introduction : Introduction to IMC, The role of IMC in the marketing process, Organizing for
Advertising and Promotion
2. Analyzing the Communication Process : The Communication Process, Source, Message and Channel
Factors, Objectives and Budgeting for IMC programs
3. Developing the IMC Program : Creative Strategy – Planning and Development, Creative Strategy –
Implementation and Evaluation, Media Planning and Strategy, Evaluation of Media: Television and
Radio
4. Developing the IMC Program: Evaluation of Print Media, Support Media, The Direct Marketing, The
Internet and Interactive Media
5. Developing, Monitoring, Evaluation and Control of IMC Programs : Sales Promotion, Public
Relations, Publicity and corporate advertising, Measuring the Effectiveness of the Promotional Program

Pre-requisites: Marketing Management

Reference Books:
1. “Advertising and Promotion: An IMC Perspective”, George Belch, Michael Belch, Keyoor Purani, 9th
Edition, Mcgraw Hill Publication, 2014