4 CREDIT COURSE FOR DEPARTMENT OF

MANAGEMENT SCIENCES

Rules And Norms for the ease of programme:

1. The department shall provide for four credit course (any two of the following) based on the
facilities and resources available.
2. The course shall be taught in the final year of the masters degree program.
3. The department shall decide the evaluation pattern based on the curriculum. It will consist of
variety of assessment techniques, and in accordance with the continuous comprehensive
evaluation system.
4. Departmental committee will determine both the choice of credits and evaluation pattern.

S. NO. NAME OF COURSE CREDITS

1 Soft Skills 2 credits
2 Marketing Associate 2 credits
3 Human Resource Associate 2 credits
4 Finance associate 2 credits
5 Tally – ERP 2 credits
6 SAP – Business One Module 2 credits
7 SAS ( Statistical Analysis System) 2 credits
8 Data Science LAB 2 credits
9 Event Management 2 credits
10 Marketing Analytics 2 credits
11 Customer Analytics 2 credits
12 Risk Analytics 2 credits
13 Web Analytics 2 credits
14 Human Resource Analytics 2 credits
15 Selling Skills 2 credits
16 Corporate Social Responsibility (CSR) & Sustainability 2 credits

Page 1 of 19
Syllabus for Soft Skills (2 CREDIT COURSE – 30 hours)

The syllabi should consist of practical and the theoretical aspects as well. For every component there shall be the
practical and theoretical contents as well.

Objevtives:
1. To make students well versed with at the business communication skills.

S.No. PRACTICAL THEORY Duration in hours

1 Development of Proficiency in Concepts of effective communication: 9
English : • Components of effective
• Practice on Oral and spoken communication
communication skill & testing – • Communication process and
voice & accent, voice clarity, handling them
voice modulation & intonation , • KISS (Keep it short and sweet) in
word stress etc. communication – Composing
• Feedback and questioning effective messages.
Technique • Non – Verbal Communication :
• Objectiveness in Argument its importance and nuances :
• Development etiquettes and Facial Expression , Posture ,
manners Gesture , Eye contact, appearance
• Study of different pictorial (dress code ).
expression of non-verbal
communication and its analysis
2 Written Communication Skill Grammatical use: 6
Practice for:
• Correction of errors • Punctuation
• Making of Sentences • Meaning & opposites
• Paragraph Writing • Real Life conversations
• Leave Application and simple • Vocabulary building
letter writing Understanding the Audience, Need
analaysis through pre presentation
feedback form
3 Presentation Skill practice Concept of 4 method for presentation6 6
• Preparing in presentation • Prepara6tion & introduction
• Delivery of presentation • Presentation
• Evaluation / feedback
• Summarization / Conclusion
Team Building games, Together Everyone
Achieves Miracle(TEAM) , issues when
there is no team work, Leadership
emerging through team, How to identify
team players
4 Team Building / Coordination Concept of 4
Skills • Group
• Team Building Practices • Group Dynamics
through group exercises , team • Team building
task / role play
• Ability to mixing &
accommodation
• Ability to work together
5 Telecommunication Skills Electronic Communication concept 2

Page 2 of 19
 • Tele – etiquette • Working principle of Mini exchange
• Receiving Calls and its features and facilities.
• Transferring calls
• Taking Message/ Voice Mails
• Making Outgoing Calls
• Receiving Fax
6 Self Management Self Management 2
• Self Evaluation • Identifying one’s strengths and
• Self Discipline weaknesses
• Self Criticism • Planning & Goal setting
• Recognition of one’s own limits • Managing self – emotions, ego, pride.
and deficiencies
• Independency etc.
• Thoughtful & Responsible
• Self Awareness
7 Team Management Technique Time Management concept 1
Practice by gameplay & other • Attendance , Discipline & Punctuality
learning methodology for achieving • Act in time on commitment
targets and getting of right first time. • Quality/ Productive Time

References :
1. Soft skills Training – A workbook to develop skills for employment by Fredrick H. Wentz
2. Personality Development and Soft skills , Oxford University Press by Barun K. Mitra
3.The Time Trap : the Classic book on Time Management by R. Alec Mackenzie

NOTE: Suggestion is to open a common film club for all the departments, where the movie can be displayed
at fixed time and which shall cost minimal charges from the viewers.

Page 3 of 19
Syllabus for Marketing Associate (2 CREDIT COURSE – 30 hours)

Objectives:
1. To understand about the various techniques of selling.
2. To develop the required body language in the future marketing professionals.

S.NO. PRACTICAL THEORY DURATION

1 Understanding of customer’s thinking and align Understand the various factors 6
products and services to meet the customer impacting consumer behavior like
need. Personality, Perception, Product life
cycle. Role of Consumer behavior in
decision making.
2 Demonstration of techniques on how to sell the Discussion of different types of products 6
services and how the selling techniques of
different products and services varies
from sector to sector.
3 Do a simple project work , by designing a • Basic Knowledge of Statistical 14
research questionnaire for an FMCG product . Tools
Forecast Future sales by using forecasting • Devise a questionnaire
techniques. • Learn Forecasting techniques
• Analyze and evaluate the focus
group model and assess the total
market through primary and
secondary data.
4 • Demonstrate learning of different types of Selling Skills 4
body languages. • Decoding body language
• Dress Properly • Power Dressing
• Demonstrate understanding of business • General Business Etiquette
etiquettes. • Self Motivation

References :
1. How customers think : essential Insights into The Mind of the Market, Harvard University Press by Gerald
Zaltman
2. The Little Red book of Selling , Jeffrey Gitomer
3.ABC’s of Selling with etiquette, Canterbury House Publishing, Dale Brakhage & Edie Hand

Page 4 of 19
Syllabus for Human Resource Associate (2 CREDIT COURSE – 30 hours)

Objectives :

1. To understand various practical applications in HR and its calculation.

S.NO. PRACTICAL THEORY DURATION

1 Practical experience on Excel Time Office /Excel 2
2 Form filling Payroll Administration 2
3 Independently handling departments 2
4 Process and Implementation Recruitment - HRIMS 6
Competency Mapping
Manpower
Planning
Induction
Joining Formalities
HR audit
5 Calculation : Bonus /Gratuity 4
Break-up of Salary
Designing salary components
CTC
TDS Calculations
6 Software used for Attendance and Leave Attendance Management 6
management system shall be introduced Leave Management
while conduction. Medical Reports
CL/ SL /PL
7 Excel application V-Look up 4
H- Look up
Goal seeking pivot table
8 Payroll Administration Wage Administration 4
Payroll Process (Manual & Software)
HR Wage Package Operations
E.S.I. / P.F. / PT

References :
1 Microsoft Excel 2010 Bible, Wiley India Pvt. Ltd. , John Walkenbach
2. HR and Payroll Software Practices demo version : www.sysforehrms.com/
3. Leave Management Software : www.mentishrms.com/
4. Free books on Attendance Management System at Freebooez.com
5. HR Audit Toolkit – elite edition , Ruben Benmergui
6. www.humanresourcesiq.com/business-strategies/articles/hr-audit-an-essential-improvement-tool/

Page 5 of 19
Syllabus for Finance Associate (2 CREDIT COURSE – 30 hours)

Objectives:

1. To understand about the various practical concepts of accounting and its hand on experience.

S.NO. PRACTICAL THEORY DURATION

1 • Prepare receipt and payments account. • Basic Accounting Principles 4
Income and expenditure account. • Prepare receipts & payments
• Use of Accounting software account
2 • Use systems of accounting & different Analyze different methods of 4
methods of investment. investment in associates, different
• Case studies forms of joint venture, bonus issue
of capital and capital reduction and
impact of currency translation.
3 Apply basics of cost accounting Accounting – Performance analysis 4
• How to read balance sheet ,
preparation of profit and loss
account , annual balance sheet
account and cashbook ratio
analysis.
4 Composite statement , common size Theory & Concepts 6
statement , trade analysis , CVP analysis.
5 Demonstrate how to maximize profits by Develop an understanding for 6
investing resources in stocks and in evaluation of a project, Cash flow
international market. determination, and determination of
cost of capital.
6 Analyze capital market for investment. • Evaluate the intricacies of the 6
Web based training securities market, capital
market and their analysis from
the investor’s point of view.
• Understand the process of
making Fundamental Analysis
& Technical Analysis of the
project , along with the industry
analysis.

References :
1. Financial Management – I M Pandey
2. How to read a balance sheet by IBH, Oxford
3. International Research Journal of applied Finance , Case studies in Finance & Accounting
4. Short Stories from the stock market , Kindle Edition, Amit Kumar.

Page 6 of 19
Syllabus for Tally – ERP (2 CREDIT COURSE – 30 hours)

Objectives:-

1. Understand the nature of a Service organization.

2. Under the requirements in relation to accounting data maintenance of a Business Organization
3. Understand the statutory implications in various Business Activities.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Introduction – Tally a Accounting and Inventory Management Solution to 2
Business
2 Maintenance of Company Data 2
3 Maintenance of Company Data - Practical 2
4 Back up Creation & Key Functions 2
5 Creating Masters 2
6 Advanced Voucher Entry – Contra, Payment & Receipt 2
7 Advanced Voucher Entry - Practical 2
8 Advanced Voucher Entry – Sales, Purchase, Journal 2
9 Advanced Voucher Entry – Practical 2
10 Advanced Voucher Entry – Debit Notes & Credit Notes 2
11 Case study, Case solution, Cost centres, Short – cut keys, 2
12 Creating – Inventory Masters, Groups & Ledger 2
13 Inventory Transactions 2
14 Accounting & Inventory Reports in Tally.ERP 2
15 Technology advantage of Tally.ERP 9 2

References:

1. Lab Notes
2. Tall. ERP 9 Training Guide, BPB Publications, Nadhani.
3. Tally 9 book.com

Page 7 of 19
Syllabus for SAP – Business One Model (2 CREDIT COURSE – 30 hours)

Objectives:-

1. Understand the basic concept of SAP.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Introduction to SAP Business One: Introduction to ERP and SAP business 4
One.
2 Module-1 4
Administration: How to get started with SAP-B1,Basics of SAP B 1
3 Module-2 4
Financial: Chart of Accounts,. Edit Chart of Accounts, Journal Entry, Journal
Vouchers, Profit Centers, General Ledger
4 Module-3 4
Sales opportunities: Sales Stages, Various Sales Reports
5 Module-4 4
Sales A/R: Sales quotation, Sales order, Delivery document, Return Document,
A/R Invoice, A/R credit Memo, Document Generation Wizard, Dunning Wizard,
Reports.
6 Module-5 4
Purchase A/P: Purchase Order, Goods Receipt PO, Goods Return, A/P Credit
Memo, Landed Costs, Purchase Analysis
7 Module-6 4
Banking: Incoming Payments, Deposits, Outgoing Payments.
8 Cases and Exercises 2

References:

1. Notes
2. Free books download at pdf.docdownload.org/sap-business-one-s3.pdf
3. www.businesserp.org/learning/sap-b1-book.htm
4. Introduction to SAP Business One , Galileo Press, Robert Mayerhofer.
5. SAP Business One : Simple But Powerful, Premier Press, Thomas Teufel, Monika Nquyen Nam & Roland
Heun.

Page 8 of 19
Syllabus for Statistical Analysis System (SAS) (2 CREDIT COURSE – 30 hours)

Objectives:

1. To learn and understand the basic concepts of SAS and its application.

S.NO. PRACTICAL THEORY DURATION

1 Installation of the software Introduction to SAS, 3
Early history of SAS,
Version history
2 Essentials of SAS Programming 8
Accessing Data
• Use FORMATTED and LIST input to read raw data files.
• Use INFILE statement options to control processing when reading raw data
files.
• Use various components of an INPUT statement to process raw data files
including column and line pointer controls , trailing @ controls.
• Combine SAS Data sets
• Access an Excel workbook.
• Creating Data Structures
• Create temporary and permanent SAS data sets.
• Create and manipulate SAS data values
• Export data to create standard and comma – delimited raw data files.
• Control which observations and variables in a SAS data set are processed
and output.
3 Data Manipulation Techniques 6
Managing Data
• Investigate SAS data libraries using base SAS utility procedures.
• Sort observations in in a SAS data set.
• Conditionally execute SAS statements.
• Use assignment statements in the DATA step.
• Modify variable attributes using options and statements in the DATA step.
• Accumulate sub – totals and totals using DATA step statements.
• Use SAS functions to manipulate character data , numeric data , and SAS
date values.
• Use SAS functions to convert character data to numeric and vice versa.
• Process data using DO LOOPS
• Process data using SAS arrays.
• Validate and clean data.
4 Generating Reports 7
• Generate list reports using the PRINT procedure.
• Generate summary reports and frequency tables using BASE SAS
procedures.
• Enhance reports through the use of user – defined formats, titles, footnotes
and SAS system reporting.
• Generate reports using ODS system.
5 Handling Errors 6
• Identify and resolve programming logic errors.
• Recognize and correct syntax errors.
• Examine and resolve data errors.

Page 9 of 19
References:
1. Lab Notes by Trainer
2. Base SAS Programming, Black Book, Dreamtech Press, N. Jyoti Bass K. Madhavi Lata Kogent Solutions Inc.
3.The Little SAS Book: A Primer, Third Edition.

Page 10 of 19
Syllabus for Data Science Lab (2 CREDIT COURSE – 30 hours)

Objectives:-

1. Leveraging students with latest statistical innovative techniques using excel and excel add-ins.
2. This course shall prepare the students for various technical profiles like Business analytics.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Clustering Techniques – I; What is cluster , visualization techniques. 4
2 Clustering techniques – II; Hierarchical clustering (including linkage methods ) 5
divisive vs. agglomerative approaches; distance measures ; the dendogram.
3 Decision Tree – multistage decision problems, constructing the tree, evaluation 4
of decision, value of perfect and imperfect information.
4 Time Series Forecasting 4
5 Introduction to Predictive Modelling 4
6 Fitting a model to data – model based clustering 4
7 Optimization techniques; use of dissimilarity matrices and the partition about 5
medoids approach ; choosing the number of groups ; evaluating clusters.

References:

1. Introduction to cluster analysis ; visualizing clusters: Everitt et al., Cluster analysis (4th ed)
2. Cluster analysis : Everitt & Dunn , applied Multivariate Data Analysis.
3. Cluster Analysis: Manly , Multivariate Statistical Methods , A Primer (2nd Ed.)
4. Finding groups in data : an introduction to Cluster Analysis , Kaufman & Rousseeuw.

Page 11 of 19
Syllabus for Event Management (2 CREDIT COURSE – 30 hours)
Objectives:

• To understand about planning and managing an event.

• To understand how to market an event, publicize it , generate interest and attract participants.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Principles of Project/ Event Management – Understand project 3
management, resources, activities, risk management , delegation , project
selection, role of the event manager.
2 Understanding the facts – Conducting market research, establishing 3
viability, capacities, costs and facilities , plans, time scales , contracts.
3 Preparing a proposal – Clarity , SWOT analysis, estimating attendance, 3
media coverage, advertising, budget , special considerations, success.
4 Crisis management plan – Crisis planning, prevention, provision, action 3
phase, handling negative publicity, structuring the plan.
5 Seeking sponsors – Different types of sponsorship , definition, objectives, 3
target market, budget, strategic development, implementation, evaluation.
6 Organising the event – Purpose, Venue, timing, guest list , invitations, 4
food & drink, room dressing, equipment, guest of honour, speakers,
media, photographers , podium, exhibition.
7 Marketing tools – Types of advertising, merchandising, give aways, 3
competitions, promotions, website and text messaging.
8 Media tools – Media invitations, photo calls, press releases, TV 3
opportunities, radio interviews.
9 Promotional tools – Flyers, Posters, Invitations, Website, newsletters, 3
ezines, blogs, tweets.
10 Evaluation- Budget, cost of event, return on investment, media coverage, 2
attendance, feedback.

References:

1. Event Management : A blooming industry and an eventful career, Har Anand Publication, Devesh Kishore &
Ganga Sagar singh
2.The Art of Successful Event Management , APH Publishing Corporation, Leelamma Devasia & V.V. Devasia
3. Start your own event planning business 3/E: Your step by step guide to success, Perseus Books Group, Cheryl
Kimball, Entrepreneur Press.

Page 12 of 19
Syllabus for Marketing Analytics (2 CREDIT COURSE – 30 hours)
Objectives:

• To understand about practices of measuring, analyzing, and managing marketing performance to

maximize its effectiveness and optimize ROI .

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Marketing Mix optimization: Use of various techniques like multivariate 8
regression to analyse sales and marketing time series data, Effects of
various marketing tactics in order to find out the optimal mix of various
marketing activities to maximize revenue and /or profitability.
2 Marketing Mix Modelling : Use of this technique to analyse and optimize 6
the marketing spend.
3 Price Analysis : Determination of the price elasticity of a product using 8
historical price and sales data, Application of results to find out expected
volume at new prices , key price points, changing price sensitivity, and
competitive price matching.
4 Promotions Analysis : Analysis of promotions data to understand the sales 8
lift and ROI from various promotional activities such as In-store displays ,
Newspaper & Pre-print features , coupons, In-store, Mail/ online offers,
Special packs, Special events, and discounts etc.

References:
1.Marketing Mix Optimization Rules by Andrew A. Mitchell, College of Business Administration ,
Pennsylvania State University, 1975.

2. Market Response and Marketing Mix Problems : Trends and Research Opportunities , Douglas
Bowman and Hubert Gatignon, New Publishers Inc.

3. Pring on Price patterns: the definitive guide to price pattern analysis and interpretation, Martin J.
Pring, Mc Graw Hill Publications

Page 13 of 19
Syllabus for Customer/ Loyalty Analytics (2 CREDIT COURSE – 30 hours)

Objectives:

• To understand how to do the analysis of customer behavior and demographics to develop a better
understanding of the consumer leading to better business decisions .

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Customer Segmentation :Classification of a large customer population into 10
smaller homogeneous groups using modeling techniques such as
regression modeling, clustering and decision trees.
2 Life time value Analysis : Quantify the life time value of a customer to the 10
business, identification of the most profitable customer. Example of
telecom and e-tailing should be discussed.
3 Attrition analysis : Identification of customers who attrite in short time, 10
Devising strategies to stop or prevent attrition

References:
1. Generalized approach to Customer segmentation and Building Predictive Models of Segmented
Behavior, Tianyi Jiang,
2. Customer Segmentation and clustering using SAS Enterprise Miner , Second edition, Randall S.
colica , SAS institute
3. Customer Lifetime value analysis : an integrated empirical framework for measurement and
explaination, Werner Josef Reinartz, University of Houston, 1999
4. An analysis of Sample attrition in Panel Data : the Michigan Panel study of Icome dynamics ,
Issue 1156, John Fitzgerald, Peter Gottschalk, Robert Moffitt, National Bureau of Economic
Research , 1998.
5. A History of Modern Wars of Attrition , Carter Malkasian, Greenwood Publishing group.

Page 14 of 19
Syllabus for Risk Analytics (2 CREDIT COURSE – 30 hours)
Objectives:

• To understand how to do the analysis to understand, quantify and manage the risk associated with
an activity.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Acquisition Modelling: Application of acquisition modeling on 8
application data, Prediction of likelihood of future default.
2 Behavioural scoring : Predicting the risk and profitability of existing 10
customers using their transaction and credit history , classification of
customers based on their risk profile.
3 Base II analytics : Use of Base II Accord (issued by International 12
committee on Banking supervision) to improve risk management
practices, Accurate estimation of risk exposures. Applications of Base II
analytics – Computation of Probability of Default (CPD), Computation of
Loss Given Default (LGD), Computation of exposure at default (EAD),
Collection Scorecard development.

References:

1. Risk Analysis – A Quantitative Guide, David Vose, John wiley & Sons.
2. Risk Analysis Foundations, Models and Methods; Louis Anthony Cox Jr. , Springer London
Limited.

Page 15 of 19
Syllabus for Web Analytics (2 CREDIT COURSE – 30 hours)
Objectives:

• To understand the analysis of internet data to understanding and optimizing web usage..

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Off site web analytics : Web measurement and analysis , Measurement of 10
website’s potential audience (opportunity), share of voice (visibility), and
buzz (comments ) on internet.
2 On – site web analytics : Measurement of visitor’s journey including 10
drivers and conversations, tracking pages that encourage people to make a
purchase and measures the commercial performance of the website.
Comparison of data with key performance indicators, Implication to
improve marketing campaign’s audience response.
3 Adequate hands on experience on the above mentioned topics are required 10

References:

1. Web Analytics 2.0 : The art of online accountability and science of customer centricity (Google
ebook), Avinash Kaushik, John wiley & sons.
2. Web Analytics : an hour a day, Avinash Kaushik, John Wiley & Sons.

Page 16 of 19
Syllabus for Human Resource Analytics (2 CREDIT COURSE – 30 hours)
Objectives:

• To understand the functions of Human Resource Information systems in an organization.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Understanding human resource information system of an organization. 6
Identification of information that can be extracted like hiring date,
compensation , growth over time, promotions, roles , performance ratings,
skill ratings, previous experience, trainings attended etc.
2 Use of above collected data to predict the employees likely to leave and 6
use measures to retain the desirable one and manage the attrition rate
3 Identification of training needs and processes with the help of above data. 6
4 Vendor management systems data : To track efficiency and effectiveness 6
of recruitment process
5 Demonstrating examples of sports clubs like AC Milan (Football) , 6
Patriots (American football) etc who have employed quantitative HR
techniques.

Reference:

1. Human Resource Information Systems: Basics, Applications, and Future directions; Michael J.
Kavanagh, Mohan Thite , Richard D. Johnson, Sage Publications.
2. Developing Human resource Information System , Ashok Kumar Gupta, Daya Publishing House
3. Training Needs Assessment : Methods, Tools & Techniques, Jean Barbezette, John Wiley & sons.
4. The vendor Management Office: Unleashing the power of strategic sourcing, Stephen Guth,
Lulu.com, 2007.

Page 17 of 19
Syllabus for Selling Skills (2 CREDIT COURSE – 30 hours)
Objectives:

• To learn the basic skill of selling an idea in any organization.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Product Knowledge : Selling technique for B2C and for B2B, Taking 4
apptmt through tel call, How to prepare sales pitch for telecallers, FAB,
Objection handling
2 Prospect Identification through cold calls etc. 4
3 Seek Appointment via Telephone, E-mails etc. 6
4 Product presentation – Demonstration etc. 6
5 Closing skills & Order Processing 6
6 In – store selling 4
The syllabus should be taught as training and full practical sessions should
be adopted.

References:

1. Notes by trainer
2. The complete idiot’s guide to cold calling, Keith Rosen
3. How to master the art of selling, Tom Hopkins
4. Spin Selling , Neil Reckham
5. Words that sell , Richard Bayan

Page 18 of 19
Syllabus for Corporate Social Responsibility (CSR) & Sustainability (2 CREDIT COURSE – 30 hours)
Objectives:

• To develop an understanding for corporate citizenship and sustainability from business

perspective.
• To learn how to strategically manage CSR within your organization.
• To understand how to improve your company’s sustainability performance.

S.NO. CONTENT INSTRUCTIONAL

HOURS
1 Understanding about various issues related to Corporate citizenship. 4
Various corporate players and risk involved in mismanaging corporate
citizenship.
2 Identification of Corporate Social Responsibility and role of the 4
organization in CSR, Assessment of the organization’s performance in
regards to CSR.
3 Elements of CSR, Importance of CSR, Role of CSR commitments, 4
4 Importance of capturing the value created from CSR efforts, Role of 4
annual reporting in Value capture, Difference between tangible and
intangible CSR value.
5 Application of CSR strategy to a real life example 4
6 A survey on how different companies has fulfilled their corporate social 6
responsibilities
7 Assessing how well a company is capturing the value of its CSR efforts. 4

References:

1. Notes by trainer
2. Corporate Social Responsibility : doing the most good for your company and your cause, Philip Kotler &
Nancy Lee
3. Small Giants companies that choose to be great instead of big – Bo Burlingham, Penguin 2007
4. Investing in Corporate Social Responsibility: A guide to Best Practice, Business Planning & the Uk’s
Leading Companies, Kogan Page Publishers, John Hancock

Page 19 of 19