Syllabus for

T.Y.B.M.S.
Bachelor of Management Studies
(B.M.S.)
CSem V & Sem VI

Choice Based Credit System (CBCS)

With effect from
Academic Year 2022-2023
Syllabus of Course of Bachelor of Management Studies (BMS) Programme at
Semester V & VI with effect from the Academic Year 2022-2023
No. of No. of
Courses Semester V Credits Semester VI Credits
Courses
1 Elective Courses (EC) 1 Elective Courses (EC)
1,2,3 & *Any four courses from the 12 1,2,3 & **Any four courses from the 12
4 following list of the courses 4 following list of the courses
2 Core Course (CC) 2 Core Course (CC)
5 Logistics & Supply 04 5 Operation Research 04
Chain Management
3 Ability Enhancement 3 Ability Enhancement
Course (AEC) Course (AEC)
6 Corporate Communication & 04 6 Project Work 04
Public Relations
Total Credits 20 Total Credits 20

Elective Courses
*List of group of Elective Courses(EC) for ** List of group of Elective Courses(EC) for
Semester V (Any Four) Semester VI (Any Four)
Group A: Finance Electives

1 Investment Analysis & Portfolio Management 1 International Finance

2 Commodity & Derivatives Market 2 Project Management

3 Wealth Management 3 Strategic Financial Management

4 Risk Management 4 Indirect Taxes

Group B:Marketing Electives

1 Services Marketing 1 Brand Management

2 E-Commerce & Digital Marketing 2 Retail Management

3 Sales & Distribution Management 3 International Marketing

4 Customer Relationship Management 4 Media Planning & Management

✓ Note: Project work is considered as a special course involving application of knowledge in

solving/analysing/exploring a real life situation/ difficult problem. Project work would be of 04 credits. A project work
may be undertaken in any area of Elective Courses/ study area selected

Bachelor of Management Studies (BMS) Program

 Under Choice based Credit, Grading and Semester System
Course Structure
(To be implemented from 2022-23)

Semester V
No. of Semester V Credits
Courses
1 Elective Courses (EC)
1,2,3 & Finance Electives/ Marketing Electives / Human Resources Management 12
4 Electives
2 Core Course (CC)
5 Logistics & Supply Chain Management 04
3 Ability Enhancement Course (AEC)
6 Corporate Communication & Public Relations 04
Total Credits 20

*List of group of Elective Courses(EC) for Semester V (Any Four)

A - Finance Electives
1 Investment Analysis & Portfolio Management
2 Commodity & Derivatives Market
3 Wealth Management
4 Risk Management
B – Marketing
Electives
1 Services Marketing
2 E-Commerce & Digital Marketing
3 Sales & Distribution Management
4 Customer Relationship Management

TYBMS SEM V
 Core Course (CC)
Logistics and Supply Chain Management

No Modules No. of Lectures

1 Overview of Logistics and Supply Chain Management 15

2 Elements of Logistics Mix 15
3 Inventory Management, Logistics Costing, 15
PerformanceManagement and Logistical Network
Analysis
4 Recent Trends in Logistics and Supply Chain Management 15

Total 60

Learning Objectives –

1. To provide students with basic understanding of concepts of logistics andsupply chain management
2. To introduce students to the key activities performed by the logistics function
3. To provide an insight in to the nature of supply chain, its functions and supply chain systems
4. To understand global trends in logistics and supply chain management

Course Outcomes –
CO1. Describe the basis of concepts of logistics and supply chain management
CO2. Analyse the key activities performed by the logistics function
CO3. Evaluate various Inventory control techniques Logistics costing and Logistics Performance
measurement Systems
CO4. Analyse the modern trends in Logistics and Supply Chain Management.

Core Course (CC)

Logistics and Supply Chain Management
SN Modules/ Units

1 Overview of Logistics and Supply Chain Management

a) Introduction to Logistics Management
• Meaning, Basic Concepts of Logistics- Logistical Performance Cycle, Inbound
Logistics, In-process Logistics, Outbound Logistics, Logistical Competency,
Integrated Logistics , Reverse Logistics and Green Logistics
• Objectives of Logistics, Importance of Logistics, Scope of Logistics, Logistical
Functions/Logistic Mix, Changing Logistics Environment
b) Introduction to Supply Chain Management
• Meaning, Objectives, Functions, Participants of Supply Chain, Role of Logistics in
Supply Chain, Comparison between Logistics and Supply Chain Management,
Channel Management and Channel Integration, Green SCM,e-Supply Chain,Case
Studies
c) Customer Service: Key Element of Logistics
Meaning of Customer Service, Objectives, Elements, Levels of customer service, Rights
of Customers, Perfect Order

d) Demand Forecasting
• Meaning, Objectives ,Approaches to Forecasting, Forecasting Methods, Forecasting
Techniques, (Numerical on Simple Moving Average, Weighted Moving Average)
2 Elements of Logistics Mix
a) Transportation
• Introduction, Principles and Participants in Transportation, Transport Functionality,
Factors Influencing Transportation Decisions, Modes of Transportation- Railways,
Roadways, Airways, Waterways, Ropeways,
Pipeline, Transportation Infrastructure, Intermodal Transportation
b) Warehousing
• Introduction, Warehouse Functionality, Benefits of Warehousing, Warehouse
Operating Principles, Types of Warehouses, Warehousing Strategies, Factors affecting
Warehousing
c) Materials Handling
• Meaning, Objectives, Principles of Materials Handling, Systems of Materials
Handling, Equipments used for Materials Handling, Factors affecting Materials
Handling Equipments
d) Packaging
• Introduction, Objectives of Packaging, Functions/Benefits of Packaging, Design
Considerations in Packaging, Types of Packaging Material, Advantages and
disadvantages of Packaging material , Packaging Costs
3 Inventory Management, Logistics Costing, Performance Management and Logistical
Network Analysis
 a) Inventory Management
Meaning, Objectives, Functions, Importance,
Modern Techniques of Inventory Management - ERP I and ERP – II , (Numericals -
EOQ and Reorder levels)
b) Logistics Costing
• Meaning, Total Cost Approach, Activity Based Costing, Mission Based Costing
c) Performance Measurement in Supply Chain
• Meaning, Objectives of Performance Measurement, Types of Performance
Measurement, Dimensions of Performance Measurement, Characteristics of Ideal
Measurement System
d) Logistical Network Analysis
Meaning, Objectives, Importance, Scope, RORO/LASH

4 Recent Trends in Logistics and Supply Chain Management

a) Information Technology in Logistics
• Introduction, Objectives, Role of Information Technology in Logistics and Supply
Chain Management, Logistical Information System, Principles of Logistical
Information System, Types of Logistical Information System,
Logistical Information Functionality, Information Technology Infrastructure
b) Modern Logistics Infrastructure
• Golden Quadrilateral, Logistics Parks, Deep Water Ports, Dedicated Freight Corridor,
Inland Container Depots/Container Freight Stations, Maritime Logistics, Double
Stack Containers/Unit Trains
c) Logistics Outsourcing
• Meaning, Objectives, Benefits/Advantages of Outsourcing, Third Party Logistics
Provider, Fourth Party Logistics Provider, Drawbacks of Outsourcing,
Selection of Logistics Service Provider, Outsourcing-Value Proposition
d) Logistics in the Global Environment
• Managing the Global Supply Chain, Impact of Globalization on Logistics and Supply
Chain Management, Global Logistics Trends, Global Issues and
• Challenges in Logistics and Supply Chain Management

Reference Books –
• Donald J Bowersox, David J Closs & M Bixby Cooper, Supply Chain Logistics Management-
• David Simchi Levi, Philip Kaminshy, Edith Simchi Levi, Designing & Managing the Supply
Chain - Concepts, Strategies and Case Studies Logistics
• Donald Waters, An Introduction to Supply Chain
• Martin Christopher, Logistics & Supply Chain Management - Strategies for Reducing Cost &
Improving Services
• Vinod Sople, Logistic Management - The Supply Chain Imperative
• Donald J Bowersox & David J Closs, Logistic Management - The Integrated Supply Chain Process
• Alan Rushton, Phil Croucher, Peter Baker, The Handbook of Logistics and Distribution
Management- Understanding the Supply Chain
• Donald J. Bowersox & David J Closs, Logistical Management-The Integrated Supply Chain
Process, McGraw Hill Education
• Ronald H Ballou & Samir K Srivastava, Business Logistics/ Supply Chain Management- Pearson,
The McGraw Hill Companies
 Ability Enhancement Course (AEC)
Corporate Communication And Public Relations
Learning Objectives -
1.To develop basic understanding of Corporate Communication and its role in corporations.
2. To introduce students to the basics of Public Relations
3. To acquaint students with different perspective of corporate communication and PR.
4. To make students aware of the latest technology used in Corporate communication in modern organisation.

No Modules
No. of Lectures

1 Foundation of Corporate Communication 15

2 Understanding Public Relations 15

3 Functions of Corporate Communication and Public 15

Relations
Emerging Technology in Corporate Communication
4 15
and Public Relations
Total 60

COURSE OUTCOME
By the end of this course, students should have gained knowledge in
CO1. Concept of Corporate communication and its relevance in the organisation.

CO2. Fundamentals of PR and various theories governing PR.

CO3. Functional application of Corporate Communication and PR.

CO4. Use of contemporary technology in Corporate Communication and PR.

Corporate Communications and Public Relations

 SN Modules/ Units

1 Foundation of Corporate Communication

a) Corporate Communication: Scope and Relevance

• Introduction, Meaning, Scope, Need/ Relevance of Corporate Communication in
Contemporary Scenario
• Evolution of Corporate Communication
b) Keys concept in Corporate Communication
• Corporate Identity: Meaning and Features, Corporate Image: Meaning, Factors
Influencing Corporate Image, Corporate Reputation: Meaning, Advantages of
• Good Corporate Reputation
c) Ethics and Law in Corporate Communication
• Importance of Ethics in Corporate Communication, Corporate Communication and
Professional Code of Ethics, Mass Media Laws: Defamation, Invasion of Privacy,
Copyright Act, Digital Piracy, RTI
2 Understanding Public Relations

a) Fundamental of Public Relations:

• Introduction, Meaning, Essentials of Public Relations, Objectives of Public Relations,
Scope of Public Relations, Significance of Public Relations in Business
b) Emergence of Public Relations:
• Tracing Growth of Public Relations, Public Relations in India, Reasons for Emerging
International Public Relations

• Tools of PR
c) Public Relations Environment:
• Introduction, Social and Cultural Issues, Economic Issues, Political Issues, Legal
Issues
d) Theories used in Public Relations:
• Systems Theory, Situational Theory, Social Exchange Theory, Diffusion Theory
3 Functions of Corporate Communication and Public Relations
a) Media Relations:
• Introduction, Importance of Media Relations, Sources of Media Information, Building
Effective Media Relations, Principles of Good Media Relations
• Press Release – Relevance and draft
b) Employee Communication:
• Introduction, Sources of Employee Communications, Organizing Employee
Communications, Benefits of Good Employee Communications, Steps in
implementing An Effective Employee Communications Programme, Role of
Management in Employee Communications
 c) Crisis Communication:
• Introduction, Impact of Crisis, Role of Communication in Crisis, Guidelines for
Handling Crisis, Trust Building
d) Financial Communication:
• Introduction, Tracing the Growth of Financial Communication in India, Audiences for
Financial Communication, Financial Advertising
e) Case Studies
4 Emerging Technology in Corporate Communication and Public Relations

a) Contribution of Technology to Corporate Communication

• Introduction, Today’s Communication Technology, Importance of Technology to
Corporate Communication, Functions of Communication Technology in Corporate
Communication, Types of Communication Technology, New Media: Web
Conferencing, Really Simple Syndication (RSS)
b) Information Technology in Corporate Communication
• Introduction, E-media Relations, E-internal Communication, E-brand Identity and
Company Reputation
c) Corporate Blogging
• Introduction, Defining Corporate Blogging, Characteristics of a Blog, Types of
Corporate Blogs, Role of Corporate Blogs, Making a Business Blog
d) Case Studies

Reference Books –
• Richard R. Dolphin, The Fundamentals of Corporate Communication
• Joep Cornelissen, Corporate Communications: Theory and Practice
• James L.Horton,Integrating Corporate Communication:The Cost Effective Use of Message & Medium
• Sandra Oliver, Handbook of Corporate Communication & Public Relations A Cross-Cultural Approach
• Rosella Gambetti, Stephen Quigley, Managing Corporate Communication
• Joseph Fernandez, Corporate Communications: A 21st Century Primer
• C.B.M. van Riel, Chris Blackburn, Principles of Corporate Communication
• Jaishri Jethwaney, Corporate Communication: Principles and Practice

Elective Courses (EC)

Group A - FINANCE ELECTIVES
A - Finance Electives
1 Investment Analysis & Portfolio Management
2 Commodity & Derivatives Market
3 Wealth Management
4 Risk Management
 Elective Courses (EC) Group A: Finance Electives

1. Wealth Management
Learning Objectives :
1. To introduce learners to the concept of wealth management, personal financial statement analysis and economic
environment analysis.
2. To make learners understand the concepts of Insurance Planning and investment planning.
3. To provide knowledge about Financial mathematics, Tax and Estate planning.
4. To provide detailed understanding to learners regarding Retirement planning, Income streams and Tax saving schemes.

No. Modules
No. of Lectures

1 Introduction 15

2 Insurance Planning and Investment Planning 15

3 Financial Mathematics/ Tax and Estate Planning 15

4 Retirement Planning/ Income Streams & Tax Savings Schemes 15

Total 60

Course Outcomes :
1. Learners will be able to understand meaning, scope and components of wealth management. Code of
ethics for a wealth manager, Financial Literacy, Financial Goals and Planning, Cash Flow Analysis,
Interest Rate, Yield Curves etc.

2. Learners will understand the concepts such as Basic Principles of Insurance, Functions and
Characteristics of Insurance, Rights and Responsibilities of Insurer and Insured, Types of life
Insurance Policies. In investment planning, learners will also derive knowledge regarding Types of
 Investment Risk, Risk Profiling of Investors & Asset Allocation (Life Cycle Model), Asset Allocation
Strategies and Goal-based Financial Planning etc.

3. Learners will get detailed knowledge regarding Calculation of Returns (CAGR ,Post-tax Returns
etc.), Total Assets, Net Worth Calculations, Financial Ratios and also Tax Planning Concepts,
Assessment Year, LTCG, STCG, Requirements of a Valid Will– Trust.

4. Leaners will develop an in-depth understanding about different Salary Components, Introduction to
Retirement Planning, Purpose & Need, Life Cycle Planning and Pension Schemes, Annuities- Types
of Annuities etc.

Wealth Management
Sr. Module No. of
No. Lectures
1. Introduction 15
a) Introduction To Wealth Management:
• Meaning of WM, Scope of WM, Components of WM, Process of WM,
WM Needs & Expectation of Clients,Code of Ethics for Wealth Manager
b) Personal Financial Statement Analysis:
• Financial Literacy, Financial Goals and Planning, Cash Flow Analysis,
Building Financial Plans, Life Cycle Management.
c) Economic Environment Analysis:
• Interest Rate, Yield Curves, Real Return, Key Indicators-Leading,
Lagging, Concurrent
2. Insurance Planning and Investment Planning 15
a) Insurance Planning:
• Meaning, Basic Principles of Insurance, Functions and Characteristics of
Insurance, Rights and Responsibilities of Insurer and Insured, Types of life
Insurance Policies, Types of General Insurance Policies, Health Insurance
–
Mediclaim – Calculation of Human Life Value - Belth Method/CPT
b) Investment Planning:
• Types of Investment Risk, Risk Profiling of Investors & Asset Allocation (Life
Cycle Model), Asset Allocation Strategies(Strategic, Tactical, Life-Cycle
based),
Goal-based Financial Planning, Active & Passive Investment Strategies
3. Financial Mathematics/ Tax and Estate Planning 15
a) Financial Mathematics:
• Calculation of Returns (CAGR ,Post-tax Returns etc.), Total Assets, Net
Worth Calculations, Financial Ratios
b) Tax and Estate Planning:
• Tax Planning Concepts, Assessment Year, Financial Year, Income Tax Slabs,
TDS, Advance Tax, LTCG, STCG, Carry Forward & Set-off, Estate Planning
Concepts –Types of Will – Requirements of a Valid Will– Trust – Deductions
 -Exemptions
4. Retirement Planning/ Income Streams & Tax Savings Schemes 15
a) Retirement Planning:
• Understanding of different Salary Components, Introduction to Retirement
Planning, Purpose & Need, Life Cycle Planning, Financial Objectives in
Retirement Planning, Wealth Creation (Factors and Principles), Retirement
(Evaluation & Planning), Pre & Post-Retirement Strategies - Tax Treatment
b) Income Streams & Tax Savings Schemes:
• Pension Schemes, Annuities- Types of Annuities, Various Income Tax
Savings Schemes

Reference Books
• Harold Evensky, Wealth Management, Mcgrow Hill Publication.
• S. K. Kevin, Commodities & Financial Derivatives, PHI Learning Pvt. Ltd.
• Harold Evensky, The New Wealth Management, CFA Institute Investment Series publication.

Elective Courses (EC) Group A: Finance Electives

2. Investment Analysis & Portfolio Management

Course Objectives:
1. To introduce learners to various avenues available for investment for portfolio construction.
2. To get acquainted with concept of Risk Return relationship for portfolio management.
3. To develop foundation for portfolio management with help of strategies.
4. To enable learners to build an optimal portfolio & evaluate its performance.

Modules at a Glance
 SN Modules No. of
Lectures
1 Introduction to Investment Environment 15
2 Risk - Return Relationship 15
3 Portfolio Management and Security Analysis 15
4 Theories, Capital Asset Pricing Model and Portfolio Performance 15
Measurement
Total 60

Course Outcomes:
1. Learners will be able to compare & classify the different avenues of investment for portfolio construction
through asset allocation.
2. Learners will be able to make trade off between risk & return for portfolio construction.
3. Learners will be able to execute & construct efficient portfolio using various strategies.
4. Learners will be able to evaluate the performance of portfolio.

SN Modules/ Units
1 Introduction to Investment Environment
a) Introduction to Investment Environment: Introduction, Investment Process, Criteria
for Investment, Types of Investors, Investment V/s Speculation V/s Gambling,
Investment Avenues, Factors Influencing Selection of Investment Alternatives
b) Capital Market in India: Introduction, Concepts of Investment Banks its Role and
Functions, Stock Market Index, The NASDAQ, SDL, NSDL, Benefits of Depository
Settlement, Online Share Trading and its Advantages, Concepts of Small cap, large cap,
Midcap and Penny stocks
2 Risk - Return Relationship
• Meaning, Types of Risk- Systematic and Unsystematic risk, Measurement of Beta,
Standard Deviation, Variance, Reduction of Risk through Diversification.
• Practical Problems on Calculation of Standard Deviation, Variance and Beta.
3 Portfolio Management and Security Analysis
a) Portfolio Management:
• Meaning and Concept, Portfolio Management Process, Objectives, Basic Principles,
Factors affecting Investment Decisions in Portfolio Management, Portfolio Strategy
Mix, Portfolio Case Study.
b) Security Analysis:
• Fundamental Analysis: Economic Analysis, Industry Analysis, Company Analysis
• Technical Analysis - Basic Principles of Technical Analysis., Merits & Demerits,
Uses of Charts: Line Chart, Bar Chart, Candlestick Chart , Mathematical Indicators:
(Moving Averages, Oscillators.)
4 Theories, Capital Asset Pricing Model and Portfolio Performance Measurement
 • Theories: Dow Jones Theory, Elloit Wave Theory, Efficient Market Theory
• Capital Asset Pricing Model: Assumptions of CAPM, CAPM Equation, Capital
Market Line, Security Market Line
• Portfolio Performance Measurement: Meaning of Portfolio Evaluation, Sharpe’s
Ratio (Basic Problems), Treynor’s Ratio (Basic Problems), Jensen’s Differential
Returns (Basic Problems)

Reference Books:
• Kevin. S, Security Analysis and Portfolio Management
• Donald Fischer & Ronald Jordon, Security Analysis & Portfolio Management
• Prasanna Chandra, Security Analysis & Portfolio Management
• Sudhindhra Bhatt, Security Analysis and Portfolio Management

Elective Courses (EC) Group A: Finance Electives

3.Commodity & Derivatives Markets

Course Objectives:
1. To introduce learners to evolution of Commodity & Derivatives Trade & Markets.
2. To understand the various aspects of Futures & Hedging.
3. To learn the various aspects of Options & Options Pricing Models.
4. To learn the various elements of trading, Clearing, Settlement and Risk Management related to Commodities
Exchanges.

Modules at a Glance
 SN Modules No. of
Lectures
1 Introduction to Commodities Market and Derivatives Market 15
2 Futures and Hedging 15
3 Options and Option Pricing Models 15
4 Trading, Clearing & Settlement in Derivatives Market and Types of Risk 15
Total 60

Course Outcomes:
1. Learners will be able to understand the evolution of Commodity Markets, the different types commodities &
derivatives contracts traded at Exchanges.
2. Learners will be to apply Hedging technique for trading in Market.
3. Learners will be able to use Options Contract Specifications & Pricing Models for Trading.
4. Learners will be able to understand the trading, Clearing, Settlement and Risk Management procedure to
implement by participants at Commodities Exchanges.

SN Modules/ Units
1 Introduction to Commodities Market and Derivatives Market
a) Introduction to Commodities Market :
• Meaning, History & Origin, Types of Commodities Traded, Structure of
Commodities Market in India, Participants in Commodities Market, Trading in
Commodities in India(Cash & Derivative Segment), Commodity Exchanges in
India & Abroad, Reasons for Investing in Commodities
b) Introduction to Derivatives Market:
• Meaning, History & Origin, Elements of a Derivative Contract, Factors Driving
Growth of Derivatives Market, Types of Derivatives, Types of Underlying Assets,
Participants in Derivatives Market, Advantages & Disadvantages of Trading in
Derivatives Market, Current Volumes of Derivative Trade in India,
Difference between Forwards & Futures.

2 Futures and Hedging

a) Futures:
• Futures Contract Specification, Terminologies, Concept of Convergence,
Relationship between Futures Price & Expected Spot Price, Basis & Basis Risk,
Pricing of Futures Contract, Cost of Carry Model
b) Hedging:
• Speculation & Arbitrage using Futures, Long Hedge – Short Hedge, Cash &
Carry Arbitrage, Reverse Cash & Carry Arbitrage, Payoff Charts & Diagrams for
Futures Contract, Perfect & Imperfect Hedge

3 Options and Option Pricing Models

 a) Options:
• Options Contract Specifications, Terminologies, Call Option, Put Option,
Difference between Futures & Options, Trading of Options, Valuation of Options
Contract, Factors affecting Option Premium, Payoff Charts & Diagrams for
Options Contract, Basic Understanding of Option Strategies
b) Options Pricing Models:
• Binomial Option Pricing Model, Black - Scholes Option Pricing Model

4 Trading, Clearing & Settlement In Derivatives Market and Types of Risk

a) Trading, Clearing & Settlement In Derivatives Market:
• Meaning and Concept, SEBI Guidelines, Trading Mechanism – Types of Orders,
Clearing Mechanism – NSCCL – its Objectives & Functions, Settlement
Mechanism – Types of Settlement
b) Types of Risk:
• Value at Risk, Methods of calculating VaR, Risk Management Measures , Types
of Margins, SPAN Margin

Reference Books:
• John C. Hull & Basu -Futures, options & other derivatives
• Robert McDonald, Derivatives market, Pearson education
• John Hull, Fundamentals of futures & options
• Ankit Gala & Jitendra Gala, Guide to Indian Commodity market, Buzzingstock publishing house
• K.Sasidharan & Alex K. Mathews, Option trading – bull market strategies, McGraw Hill publication
• Niti Chatnani, Commodity markets, McGraw Hill Publication
• S.Kevin, Commodities & financial derivatives, PHI learning Pvt ltd
• Suni K Parmeswaran, Futures & options, McGraw Hill

Elective Courses (EC) Group A: Finance Electives

4.Risk Management

No Modules No. of Lectures

1 Introduction, Risk Measurement and Control 15

2 Risk Avoidance and ERM 15

3 Risk Governance and Assurance 15

 4 Risk Management in Insurance 15
Total 60

Course Objectives
CO1. To familiarize the student with the fundamental aspects of risk management
and control
CO2. To give a comprehensive overview of risk governance and assurance with
special reference to insurance sector
CO3. To introduce the basic concepts, functions, process, techniques of risk
Management

SN Modules/ Units
1 Introduction, Risk Measurement and Control
a) Introduction, Risk Measurement and Control
• Definition, Risk Process, Risk Organization, Key Risks –Interest, Market, Credit,
Currency, Liquidity, Legal, Operational
• Risk Management V/s Risk Measurement – Managing Risk, Diversification,
Investment Strategies and Introduction to Quantitative Risk Measurement and its
Limitations
• Principals of Risk - Alpha, Beta, R squared, Standard Deviation, Risk Exposure
Analysis, Risk Immunization, Risk and Summary Measures –Simulation Method,
Duration Analysis, Linear and other Statistical Techniques for Internal Control

2 Risk Avoidance and ERM

a) Risk Hedging Instruments and Mechanism:
• Forwards, Futures, Options, Swaps and Arbitrage Techniques, Risk Return Trade
off, Markowitz Risk Return Model, Arbitrage Theory, System Audit Significance
in Risk Mitigation
b) Enterprise Risk Management:
• Risk Management V/s Enterprise Risk Management, Integrated Enterprise Risk
Management, ERM Framework, ERM Process, ERM Matrix, SWOT Analysis,
Sample Risk Register

3 Risk Governance and Assurance

 a) Risk Governance:
• Importance and Scope of Risk Governance, Risk and Three Lines of Defense,
Risk Management and Corporate Governance
b) Risk Assurance:
• Purpose and Sources of Risk Assurance, Nature of Risk Assurance, Reports and
Challenges of Risk
c) Risk and Stakeholders Expectations:
• Identifying the Range of Stakeholders and Responding to Stakeholders
Expectations

4 Risk Management in Insurance

a) Insurance Industry:
• Global Perspective, Regulatory Framework in India, IRDA - Reforms,
Powers,
Functions and Duties. Role and Importance of Actuary
b) Players of Insurance Business:
• Life and Non- Life Insurance, Reinsurance, Bancassurance, Alternative Risk
Trance, Insurance Securitization, Pricing of Insurance products, Expected Claim
Costs, Risk Classification
c) Claim Management:
• General Guidelines, Life Insurance, Maturity, Death, Fire, Marine, Motor
Insurance and Calculation of Discounted Expected Claim Cost and Fair Premium

Reference Books –
• Thomas S. Coleman, Quantitative Risk Management : A Practical Guide to Financial Risk
• Steve Peterson, Investment Theory and Risk Management
• Risk Management , M/s Macmillan India Limited
• Theory & Practice of Treasury Risk Management: M/s Taxman Publications Ltd.
• Sim Segal, Corporate Value of ERM
Dr. G Kotreshwar, Risk Management : Insurance and Derivatives, Himalaya Publishing House

lective Courses (EC) Group B: Marketing Electives

A. MARKETING ELECTIVES

B – Marketing Electives
1 Services Marketing
2 E-Commerce & Digital Marketing
3 Sales & Distribution Management
4 Customer Relationship Management
 Elective Courses (EC) Group B: Marketing Electives

1. SERVICES MARKETING
Course Code –

Learning Objectives:
• To understand distinctive features of services and key elements in services marketing
• Understand the expectations of customers and know how to translate this knowledge into genuine value for
customers.
• To provide insight into ways to improve service quality and productivity
• To understand marketing of different services in Indian context
 Course Outcomes:
After completion of the course, students would be able to :

CO1: Highlight the importance and contribution of services in the growth of the economy. (Unit 1)

CO2: Demonstrate and explain how the characteristics of service products differ from tangible goods, and how this
impacts on design and execution of marketing strategies for services (Unit 2)

CO3: Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of
customer service offerings (Unit 3)

CO4: Foster critical thinking and problem solving skills in services marketing and management using Gap Model
Analysis and Productivity techniques (Unit 3)

CO5: Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on
services marketing.

Modules at a Glance

Module Description No of Lectures

1 Introduction to service marketing 12
2 Key Elements of Services Marketing Mix 16
3 Managing Quality Aspects of Services Marketing 12
4 Services in Indian and Global economy, Ethics in services marketing 10
Total 50

Unit Topic
Unit Introduction to service marketing
1
• Role of service in modern economy
• Marketing challenges of service
• Service marketing environment
• Goods v/s service marketing
• Goods – service continue
• Consumer behavior
• Service marketing triangle
• Types of Consumer Involvement
• Positioning of Services
 Unit Key Elements of Services Marketing Mix
2 • STP for Services
• 7ps of services marketing – Product, Price, Place, Promotion, People, Physical
Evidence and Process
• Branding of services

Unit Managing Quality Aspects of Services Marketing

3 • Improving Service Quality and Productivity
• Service Quality – GAP Model, Benchmarking, Measuring Service Quality -Zone of
Tolerance and Improving Service Quality
• The SERVQUAL Model
• Defining Productivity – Improving Productivity
• Demand and Capacity Alignment
• CRM in services
Unit Services in Indian and Global economy, Ethics in services marketing
4 • Services Marketing: Services in the Global Economy- Moving from Domestic to
Transnational Marketing
• Service sectors in India: Tourism, Aviation, Hospitality, Healthcare, Banking,
Insurance, Education, ITES and Entertainment Industry
• Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service
Sector

Reference Books –
• Valarie A. Zeuhaml &Mary Jo Bitner, Service Marketing, Tata McgrawHill, 6th Edition
• Christoper Lovelock, JochenWirtz, Jayanta Chatterjee, Service Marketing People, Technology, Strategy – A South
Asian Perspective , Pearson Education, 7th Edition
• Ramneek Kapoor, Justin Paul &Biplab Halder, Services Marketing-Concepts And Practices, McgrawHill, 2011
• Harsh V.Verma, Services Marketing Text &Cases, Pearson Education, 2nd Edition
• K. Ram Mohan Rao, Services Marketing, Pearson Education, 2nd Edition, 2011
• C. Bhattacharjee, Service Sector Management, Jaico Publishing House, Mumbai, 2008 Govind Apte, Services
Marketing, Oxford Press, 2004
Elective Courses (EC) Group B: Marketing Electives

2. E-Commerce and Digital Marketing

Learning Objectives –

Course Objectives
1. To help Student understand the concept of Digital Marketing & E-commerce in today’s scenario
2. To enable student in creating and maintaining a good website and blog posts.
3. To make student understand the importance of SEO and Email Marketing in today’s modern
world
4. To understand the functioning and importance of Social Media Marketing via various platforms
5. To understand various Analytics tools of online marketing.
 No Modules No. of Lectures

1 Introduction to E-commerce 15

2 E-Business & Applications 15

3 Payment, Security, Privacy &Legal Issues in E- 15

Commerce
4 Digital Marketing 15
Total 60

E-Commerce and Digital Marketing

SN Modules/ Units

1 Introduction to E-commerce

• Ecommerce- Meaning, Features of E-commerce, Categories of E-commerce,

Advantages &Limitations of E-Commerce, Traditional Commerce &E-Commerce
• Ecommerce Environmental Factors: Economic, Technological, Legal , Cultural &
Social Factors Responsible for Growth of E-Commerce, Issues in Implementing
ECommerce, Myths of E-Commerce
• Impact of E-Commerce on Business, Ecommerce in India
• Trends in E-Commerce in Various Sectors: Retail, Banking, Tourism, Government,
Education
• Meaning of M-Commerce, Benefits of M-Commerce, Trends in M-Commerce
 2 E-Business & Applications

• E-Business: Meaning, Launching an E-Business, Different phases of Launching an

EBusiness
• Important Concepts in E-Business: Data Warehouse, Customer Relationship
Management , Supply Chain Management, Enterprise Resource Planning
• Bricks and Clicks business models in E-Business: Brick and Mortar, Pure Online,
Bricks and Clicks, Advantages of Bricks & Clicks Business Model, Superiority of
Bricks and Clicks E-Business Applications: E-Procurement, E-Communication,
EDelivery, E- Auction, E-Trading.
• Electronic Data Interchange (EDI) in E-Business: Meaning of EDI, Benefits of EDI,
Drawbacks of EDI, Applications of EDI.
• Website : Design and Development of Website, Advantages of Website, Principles of
Web Design, Life Cycle Approach for Building a Website, Different Ways of
Building a Website
• Risk Management with reference to Online Businesses
3 Payment, Security, Privacy &Legal Issues in E-Commerce

• Issues Relating to Privacy and Security in E-Business

• Electronic Payment Systems: Features, Different Payment Systems :Debit Card,
Credit Card ,Smart Card, E-cash, E-Cheque, E-wallet, Electronic Fund Transfer.
• Payment Gateway: Introduction, Payment Gateway Process, Payment Gateway
Types, Advantages and Disadvantages of Payment Gateway.
• Types of Transaction Security
• E-Commerce Laws: Need for E-Commerce laws, E-Commerce laws in India,
Legal Issues in E-commerce in India, IT Act 2000
4 Digital Marketing

• Introduction to Digital Marketing, Advantages and Limitations of Digital Marketing.

• Various Activities of Digital Marketing: Search Engine Optimization, Search
Engine Marketing, Content Marketing & Content Influencer Marketing, Campaign
Marketing, Email Marketing, Display Advertising, Blog Marketing, Viral
Marketing, Podcasts & Vodcasts.
• Digital Marketing on various Social Media platforms.
• Online Advertisement, Online Marketing Research, Online PR
• Web Analytics
• Promoting Web Traffic
• Latest developments and Strategies in Digital Marketing.
 Elective Courses (EC) Group B: Marketing Electives

3.Sales & Distribution Management

Learning Objectives –
• To develop understanding of the sales & distribution processes in organizations
• To get familiarized with concepts, approaches and the practical aspects of the key decision making
variables in sales management and distribution channel management

Outcomes:
• Demonstrate and understanding of sales and distribution Function and examine its
role in marketing
• Appraise and organize sales planning and budgeting , estimating market potential
and sales forecasting , setting the sales territory and quotas
• Ability to assess the importance of each channel member and provide best
distribution and sales mechanism to a business
• Recommend and practice ethical sales in business
 • Collaborate with sales team and improve the teams’ performance to enhance sales

No Modules No. of Lectures

1 Introduction 15

2 Market Analysis and Selling 15

3 Distribution Channel Management 15

4 Performance Evaluation, Ethics and Trends 15

Total 60

SN Modules/ Units

1 Introduction

a) Sales Management:
• Meaning, Role of Sales Department, Evolution of Sales Management
• Interface of Sales with Other Management Functions
• Qualities of a Sales Manager
• Sales Management: Meaning, Developments in Sales Management-
Effectiveness to Efficiency, Multidisciplinary Approach, Internal Marketing,
Increased Use of Internet, CRM, Professionalism in Selling.
• Structure of Sales Organization – Functional, Product Based, Market Based,
Territory Based, Combination or Hybrid Structure
b) Distribution Management:
• Meaning, Importance, Role of Distribution, Role of Intermediaries, Evolution
of Distribution Channels.
c) Integration of Marketing, Sales and Distribution
2 Market Analysis and Selling

a) Market Analysis:
• Market Analysis and Sales Forecasting, Methods of Sales Forecasting
• Types of Sales Quotas – Value Quota, Volume Quota, Activity
Quota, Combination Quota
• Factors Determining Fixation of Sales Quota
• Assigning Territories to Salespeople
b) Selling:
• Process of Selling, Methods of Closing a Sale, Reasons for Unsuccessful
Closing
• Theories of Selling – Stimulus Response Theory, Product Orientation
Theory, Need Satisfaction Theory
• Selling Skills – Communication Skill, Listening Skill, Trust Building
Skill, Negotiation Skill, Problem Solving Skill, Conflict Management
Skill
• Selling Strategies – Softsell Vs. Hardsell Strategy, Client Centered
Strategy, Product-Price Strategy, Win-Win Strategy, Negotiation Strategy
• Difference Between Consumer Selling and Organizational Selling
• Difference Between National Selling and International Selling
3 Distribution Channel Management

• Management of Distribution Channel – Meaning & Need

• Channel Partners- Wholesalers, Distributors and Retailers & their Functions in
Distribution Channel, Difference Between a Distributor and a Wholesaler
• Choice of Distribution System – Intensive, Selective, Exclusive
• Factors Affecting Distribution Strategy – Locational Demand, Product
Characteristics, Pricing Policy, Speed or Efficiency, Distribution Cost
• Factors Affecting Effective Management Of Distribution Channels
▪ Channel Design
▪ Channel Policy
▪ Channel Conflicts: Meaning, Types – Vertical, Horizontal, Multichannel,
Reasons for Channel Conflict
▪ Resolution of Conflicts: Methods – Kenneth Thomas’s Five Styles of Conflict
Resolution
▪ Motivating Channel Members- Sales promotion: Meaning, Importance and
methods
▪ Selecting Channel Partners
▪ Evaluating Channels
▪ Channel Control
 4 Performance Evaluation, Ethics and Trends

a) Evaluation & Control of Sales Performance:

• Sales Performance – Meaning
• Methods of Supervision and Control of Sales Force
• Sales Performance Evaluation Criteria- Key Result Areas (KRAs)
• Sales Performance Review
• Sales Management Audit
b) Measuring Distribution Channel Performance:
• Evaluating Channels- Effectiveness, Efficiency and Equity
• Control of Channel – Instruments of Control – Contract or Agreement, Budgets
and Reports, Distribution Audit
c) Ethics in Sales Management
d) New Trends in Sales and Distribution Management
Social selling., Big Data and Artificial Intelligence, Collaboration, Outsourcing,
Diversity and Cross culture differences, Omni-channel marketing

Reference Books –
• A. Nag, Sales And Distribution Management, Mcgraw Hill, 2013 Edition
• Richard R. Still, Edward W. Cundiff, Norman A.P. Govoni, Sales Management, Pearson Education, 5th Edition
• Krishna K. Havaldar, Vasant M. Cavale, Sales And Distribution Management – Text & Cases, Mcgraw Hill
Education, 2nd Edition, 2011
• K. Sridhara Bhat Sales and Distribution Management Himalaya Publication House, 2011
• Dr.Matin Khan, Sakes And Distribution Management, Excel Books, 1st Edition
• Kotler & Armstrong, Principles Of Marketing – South Asian Perspective, Pearson Education, 13th Edition

Elective Courses (EC) Group B: Marketing Electives

4.Customer Relationship Management

Learning Objectives –
• To understand concept of Customer Relationship Management (CRM) and implementation of Customer
Relationship Management
• To provide insight into CRM marketing initiatives, customer service and designing CRM strategy
• To understand new trends in CRM, challenges and opportunities for organizations

No Modules No. of Lectures

1 Introduction to Customer Relationship Management 15

2 CRM Marketing Initiatives, Customer Service and Data 15

Management

3 CRM Strategy, Planning, Implementation and Evaluation 15

4 CRM New Horizons 15

Total 60
Customer Relationship Management

SN Modules/ Units

1 Introduction to Customer Relationship Management

• Concept, Evolution of Customer Relationships: Customers as strangers,

acquaintances, friends and partners
• Objectives, Benefits of CRM to Customers and Organisations, Customer Profitability
Segments, Components of CRM: Information, Process, Technology and People,
Barriers to CRM
• Relationship Marketing and CRM: Relationship Development Strategies:
Organizational Pervasive Approach, Managing Customer Emotions, Brand Building
through Relationship Marketing, Service Level Agreements, Relationship
Challenges

2 CRM Marketing Initiatives, Customer Service and Data Management

• CRM Marketing Initiatives: Cross-Selling and Up-Selling, Customer Retention,

Behaviour Prediction, Customer Profitability and Value Modeling, Channel
Optimization, Personalization and Event-Based Marketing
• CRM and Customer Service: Call Center and Customer Care: Call Routing, Contact
Center Sales-Support, Web Based Self Service, Customer Satisfaction Measurement,
Call-Scripting, Cyber Agents and Workforce Management
• CRM and Data Management: Types of Data: Reference Data, Transactional Data,
Warehouse Data and Business View Data, Identifying Data Quality Issues, Planning
and Getting Information Quality, Using Tools to Manage Data, Types of Data
Analysis: Online Analytical Processing (OLAP), Clickstream Analysis,
Personalisation
and Collaborative Filtering, Data Reporting
 3 CRM Strategy, Planning, Implementation and Evaluation

• Understanding Customers: Customer Value, Customer Care, Company Profit Chain:

Satisfaction, Loyalty, Retention and Profits
• Objectives of CRM Strategy, The CRM Strategy Cycle: Acquisition, Retention and
Win Back, Complexities of CRM Strategy
• Planning and Implementation of CRM: Business to Business CRM, Sales and CRM,
Sales Force Automation, Sales Process/ Activity Management, Sales Territory
Management, Contact Management, Lead Management, Configuration Support,
Knowledge Management
CRM Implementation: Steps- Business Planning, Architecture and Design,
Technology Selection, Development, Delivery and Measurement
CRM Evaluation: Basic Measures: Service Quality, Customer Satisfaction and Loyalty,
Company 3E Measures: Efficiency, Effectiveness and Employee Change
• Case Studies & Live Examples
4 CRM New Horizons
• e-CRM: Concept, Different Levels of E- CRM, Privacy in E-CRM:
• Software App for Customer Service:
▪ Activity Management, Agent Management, Case Assignment, Contract
Management, Customer Self Service, Email Response Management, Escalation,
Inbound Communication Management, Invoicing, Outbound Communication
Management, Queuing and Routing, Scheduling
• Social Networking and CRM
• Mobile-CRM
• CRM Trends, Challenges and Opportunities
• Ethical Issues in CRM
• Case Studies

Reference Books –
• Baran Roger J. & Robert J. Galka (2014), Customer Relationship Management: The Foundation of
Contemporary Marketing Strategy, Routledge Taylor & Francis Group.
• Anderrson Kristin and Carol Kerr (2002), Customer Relationship Management, Tata McGraw-Hill.
• Ed Peelen, Customer Relationship Management, Pearson Education
• Bhasin Jaspreet Kaur (2012), Customer Relationship Management, Dreamtech Press.
• Judith W. Kincaid (2006), Customer Relationship Management Getting it Right, Pearson Education.
• JillDyche’ (2007), The CTM Handbook: ABusiness Guide to Customer Relationship Management, Pearson
Education.
• Valarie A Zeithmal, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit (2010), Services Marketing
Integrating Customer Focus Across the Firm, Tata McGraw Hill.
• Urvashi Makkar and Harinder Kumar Makkar (2013), CRM Customer Relationship Management,
McGraw Hill Education.
 Bachelor of Management Studies (BMS) Program

Under Choice based Credit, Grading and Semester System

Course Structure
(To be implemented from 2022-23)

Semester VI
No. of Semester V Credits
Courses
1 Elective Courses (EC)
1,2,3 & Finance Electives/ Marketing Electives / Human Resources Management 12
4 Electives
2 Core Course (CC)
5 Operations Research 04
3 Ability Enhancement Course (AEC)
6 Project Work 04
Total Credits 20

*List of group of Elective Courses(EC) for Semester V (Any Four)

A - Finance Electives
1 International Finance
2 Project Management
3 Strategic Financial Management
4 Indirect Taxes
B – Marketing
Electives
1 Brand Management
2 Retail Management
3 International Marketing
4 Media Planning & Management
 TYBMS – VI
Core Course (CC)

Operations Research
Course UNIT TOPICS Credits No. of
/Mod Lectures
ule
I Introduction to Operations Research and 15
Linear Programming
II 15
Assignment and Transportation Models
TCSCUBMOR Network Analysis 3
III 15
IV Decision Theory, Job Sequencing and 15
Theory of Games

Course Objectives:
Create awareness about the term operations research (OR) and acquaint them with the methodologies,
scope, limitations and applications of OR and to expose the students with the knowledge of formulation
of real life problems using the linear programming method.
Understand the theoretical basis of computational algorithms used in solving linear programming and
related problems. The course shall also deal with utility of project scheduling techniques, related network
optimization and resource allocation models to handle managerial decision-making problems.

Course Learning Outcomes:

➢ Understand the need of using OR as a quantitative approach for effective decision making
➢ Be familiar with various definitions of OR, its historical perspective, characteristics and different
phases of scientific study
➢ Identify situations where linear programming problem (LPP) can be applied and appreciate the
assumptions of linear programming method with a view to interpret the solution
➢ Analyse the ideas of CPM and PERT in Network analysis.
➢ Multi-criteria decision techniques& Decision making under uncertainty and risk.
➢ Determine the optimal solution for Transportation problems.
➢ Determine the optimal solution for Assignment problems
➢ Determine the best strategy and value of the given game model.
Unit I Introduction to Operations Research and Linear Programming
Introduction to Operations Research
• Operations Research - Definition, Characteristics of OR, Models, OR
Techniques, Areas of Application, Limitations of OR.
Linear Programming Problems: Introduction and Formulation
15L
Introduction to Linear Programming
• Applications of LP
• Components of LP
• Requirements for Formulation of LP Problem
• Assumptions Underlying Linear Programming
• Steps in Solving LP Problems
• LPP Formulation (Decision Variables, Objective Function, Constraints,
Non Negativity Constraints)
c) Linear Programming Problems: Graphical Method
• Maximization & Minimization Type Problems. (Max. Z & Min.Z)
• Two Decision Variables and Maximum Three Constraints Problem
• Constraints can be “less than or equal to”, “greater than or equal to” or a
combination of both the types i.e. mixed constraints.
• Concepts: Feasible Region of Solution, Unbounded Solution, Redundant
Constraint, Infeasible Solution, Alternative Optima.
d) Linear Programming Problems: Simplex Method
• Only Maximization Type Problems. (Only Max. Z). No Minimization
problems. (No Min.Z)
• Two or Three Decision Variables and Maximum Three Constraints
Problem. (Up to Maximum Two Iterations)
• All Constraints to be “less than or equal to” Constraints. (“Greater than or
Equal to” Constraints not included.)
• Concepts : Slack Variables, Surplus Variables, Artificial Variables, Duality,
Product Mix and Profit, Feasible and Infeasible Solution, Unique or
Alternate Optimal Solution, Degeneracy, Non Degenerate, Shadow Prices
of Resources, Scarce and Abundant Resources, Utilized and Unutilized
Capacity of Resources, Percentage Utilization of Resources, Decision for
Introduction of a New Product.
Note: 1. Surplus Variable, Artificial Variable and Duality to be covered
only at Conceptual level for Theory Questions only and not included in
Numerical.
2. Sensitivity Analysis including Profit Range and Capacity Range is not
included..
Unit II Assignment and Transportation Models
a) Assignment Problem – Hungarian Method
• Maximization & Minimization Type Problems. 15L
• Balanced and Unbalanced Problems.
• Prohibited Assignment Problems, Unique or Multiple Optimal
Solutions.
Maximum5x5Matrix.UptoMaximumTwoIterationsafterRow and
Column Minimization.
Travelling Salesman Assignment Problem .

b) Transportation Problems
 • Maximization & Minimization Type Problems.
• Balanced and Unbalanced problems.
• Prohibited Transportation Problems, Unique or Multiple Optimal
Solutions.
• Simple Formulation of Transportation Problems.
• Initial Feasible Solution (IFS)by:
a. North West Corner Rule(NWCR)

b. Least Cost Method(LCM)

c. Vogel’s Approximation Method(VAM)

• Maximum 5 x 5 Transportation Matrix.

• Finding Optimal Solution by Modified Distribution (MODI) Method.
(u, v and ∆)
• Maximum Two Iterations (i.e. Maximum Two Loops) after IFS.
• Note: 1. Production Scheduling Problem is not included.

2. Time Minimization Problem is not included.

(i) Degeneracy Concept to be covered only at Conceptual Level. Not to be

included in Numerical..

Unit III Network Analysis

15L
• Critical Path Method(CPM)
• Concepts: Activity, Event, Network Diagram, Merge Event, Burst
Event, Concurrent and Burst Activity,
• Construction of a Network Diagram. Node Relationship and
Precedence Relationship.
• Principles of Constructing Network Diagram.
• Use of Dummy Activity
• Numerical Consisting of Maximum Ten (10) Activities.
• Critical Path, Sub-critical Path, Critical and Non-Critical Activities,
Project Completion Time.
• Forward Pass and Backward Pass Methods.
• Calculation of EST, EFT, LST, LFT, Head Event Slack, Tail Event
Slack, Total Float, Free Float, Independent Float and Interfering Float

• c) Program Evaluation and Review Technique(PERT)

• Three Time Estimates of PERT: Optimistic Time (a), Most Likely
Time (m) and Pessimistic Time(b).
• Expected Time (te) of an Activity Using Three Time Estimates.
• Difference between CPM andPERT.
• Numerical Consisting of Maximum Ten (10)Activities.
• Construction of PERT Network using the values of allActivities.
• Mean (Expected) Project Completion Time. • Standard Deviation and
Variance of Activities. • Project Variance and Project Standard
Deviation.
• ‘Prob. Z’ Formula.
• Standard Normal Probability Table. Calculation of Probability from
the Probability Table using ‘Z’ Value and Simple Questions related to
 PERT Technique.

Unit IV Decision Theory, job Sequencing and Theory of Games 15L

a) Decision Theory
• Decision Environments – Risk & Uncertainty. Payoff Table, Regret
Table
• Decision Making under Uncertainty
• Maximin & Maximax Criteria
• Minimax Regret Criterion
• Laplace Criterion
• Hurwicz Criterion
• Expected Monetary Value Criterion.
• Expected Value of Perfect Information (E.V.P.I)
• Expected Opportunity Loss (E.O.L).
b) Job Sequencing Problem
• Processing Maximum 9 Jobs through Two Machines only.
• Processing Maximum 6 Jobs through Three Machines only.
• Calculations of Idle Time, Elapsed Time etc.
c) Theory of Games
• Introduction
• Terminology of Game Theory: Players, Strategies, Play, Payoff,
Payoff matrix, Maximin, Maximax, SaddlePoint.
• Types of Games.
• Numerical based on: Two Person Zero Sum Games
• Pure Strategy Games (Saddle Point available)

Reference books:
1. Taha H.A., Operations Research - An Introduction, 6th Edition, Hall ofIndia
2. Kapoor V.K., Operations Research Techniques for Management, 7th Edition,
Sultan Chand & Sons
3. Kantiswarup, Gupta P.K. & Manmohan, Operations Research 9th Edition, Sultan
Chand & Sons
4. Sharma S.D.,Operations Research, 8th Edition, Kedarnath, Ramnath&Company
5. Bronson R, Operations Research, 2nd Edition, Shaum's OutlineSeries
6. Vora N.D, Quantitative Techniques in Management, 3rd Edition, Tata McGraw Hillco.
7. Shreenath L.S, Principles & Application 3rd Ed,., PERT & CPM, Affiliated East-
West Press Pvt. Ltd.
8. Wagener H.M.,Principles of Operations Research 2nd Edition, Prentice - Hall ofIndia
9. Sasieni M, Yaspan A & John Wiley & Sons Friedman L, Operations Research -
Methods & Problems 1st Edition
10. NatrajanBalasubramani, Tamilarasi, Operations Research, PearsonEducation
11. G. Hadley, Linear Programming, Narosa Book Distributors PrivateLtd
12. L.C. Jhamb, Quantitative Techniques (For Managerial Decisions VOL I), Everest
Publishing House, Pune.
13. Paul Loomba, Linear Programming, Tata McGraw Hill Publishing Co.Ltd.
14. Aditham B. Rao, Operations Research Edition 2008, Jaico Publishing House,Mumbai

.
 Elective Courses (EC) Group A: Finance Electives
1.International Finance

Course Objectives:
1. To define the learners with the fundamentals of the International Finance.
2. To comprehend an insight into the working of Foreign Exchange Markets.
3. To categorise the functioning of the Global Financial Markets.
4. To evaluate and estimate risk, tax and project appraisal required in the globalised market.
Modules at a Glance
SN Modules No. of
Lectures
1 Fundamentals of International Finance 15
2 Foreign Exchange Markets 15
3 World Financial Markets & Institutions & Risks 15
4 Risk Management, Tax Management and Project Appraisal 15
Total 60

Course Outcomes:
1. Learners will be able to describe the basis of International Finance and Foreign Exchange Rate Policy.
2. Learners will be able to demonstrate the theoretical and numerical understanding of the Foreign Exchange
Markets.
3. Learners will be able to analyse the functioning of the Global Financial Markets.
4. Learners will be able to a) summarise the processes, methods and mechanisms of risk management, tax
management and project appraisal.

Reference Books –
• P G Apte, International Financial Management, 5th Edition, The McGraw Hill
• Cheol . S. Eun & Bruce G. Resnick, International Finance Management
• Maurice D. Levi, International Finance – Special Indian Edition
• Prakash G. Apte, International Finance – A Business Perspective
• V A. Aadhani, International Finance
SN Modules/ Units

1 Fundamentals of International Finance

a) Introduction to International Finance:
• Meaning/ Importance of International Finance, Scope of International Finance, Globalization of
the World Economy, Goals of International Finance, The Emerging Challenges in International
Finance
b) International Monetary Systems:
• Evolution of International Monetary System, Gold Standard System, Bretton Woods System,
Flexible Exchange Rate Regimes – 1973 to Present, Current Exchange Rate Arrangements,
European Monetary System, Fixed & Flexible Exchange Rate System
c) An introduction to Exchange Rates:
• Foreign Bank Note Market, Spot Foreign Exchange Market
• Exchange Rate Quotations
▪ Direct & Indirect Rates
▪ Cross Currency Rates
▪ Spread & Spread %
• Factors Affecting Exchange Rates

2 Foreign Exchange Markets

a) Foreign Exchange Markets:
• Introduction to Foreign Exchange Markets, Features, Structure of Foreign Exchange Markets,
Types of Transactions & Settlement Date, Exchange Rate Quotations & Arbitrage, Forward
Quotations (Annualized Forward Margin [AFM])
• Numerical Concepts- Direct and Indirect Rates, Spread, Spread %, Cross Rates, Arbitrage,
Forward Rates, AFM, Investment Decisions
b) International Parity Relationships & Foreign Exchange Rate:
Interest Rate Parity, Purchasing Power Parity & Fishers Parity, Forecasting Exchange Rates
(Efficient Market Approach, Fundamental Approach, Technical Approach, Performance of the
Forecasters),
International Foreign Exchange Markets: Meaning of International Foreign Exchange Market,
Major Stock Exchanges in the World
c) Indian Foreign Exchange Markets and Regulation
• Indian Foreign Exchange Markets, Classification of the Indian Financial Markets, FERA v/s
FEMA, Scope & Significance of Foreign Exchange Market, Role of Forex Manager, FDI v/s
FPI, Role of FEDAI in Foreign Exchange Market
3 World Financial Markets & Institutions
a) International Capital Markets and Equities:
• Introduction to Financial Markets, International Capital Markets, International Equity Markets,
International Equity Market Benchmarks and Exchanges, Risk & Return from Foreign Equity
Investments, Equity Financing in the International Markets, Depository Receipts –
 ADR,GDR,IDR
b) Euro Currency Bond and International Money Markets:
• Introduction to Euro Currency Market, Origin of Euro Currency Market, Euro Bond Market
(Deposit, Loan, Notes Market), Types of Euro Bonds, Innovation in the Euro Bond Markets,
Competitive Advantages of Euro Banks, Control & Regulation of Euro Bond Market, Global
Financial Markets & Interest Rates (Domestic & Offshore Markets) International Money Market
Instruments,
c) Currency & Interest Rate Futures:
• Introduction to Currency Options (Option on Spot, Futures & Futures Style Options), Futures
Contracts, Markets & the Trading Process, Hedging & Speculation with Interest Rate Futures,
Currency Options in India
4 Risk Management, Project Appraisal & Tax Management
a) Foreign Exchange Risk Management:
• Introduction to Foreign Exchange Risk Management, Types of Risk, Trade & Exchange Risk,
Portfolio Management in Foreign Assets, Arbitrage & Speculation
b) International Tax Environment:
• Meaning of International Tax Environment, Objectives of Taxation, Types of Taxation, Benefits
towards Parties doing Business Internationally, Tax Havens,
Tax Liabilities
c) International Project Appraisal:
• Meaning of Project Appraisal, Review of Net Present Value Approach (NPV),
Option Approach to Project Appraisal, Project Appraisal in the International Context, Practice of
Investment Appraisal
c) International Capital Budgeting:
• Meaning of Capital Budgeting, Capital Budgeting Decisions, Incremental Cash Flows, Cash
Flows at Subsidiary and Parent Company, Repatriation of Profits, Capital Budgeting
Techniques – NPV
 Elective Courses (EC) Group A: Finance Electives

2.Project Management
Objectives:
• To introduce learners to the concepts of project management and project initiation including concepts like
project managers, project planning etc.
• To make learners understand of project feasibility analysis, market analysis, technical analysis and so on.
• To provide knowledge about fund estimation and risk management in project.
• To make learners familiar with project monitoring and controlling, project termination and solving project
management problems.

Syllabus at Glance
Sr. No. Module No. of
Lectures
1. 15
Introduction to Project Management & Project Initiation
2. 15
Analyzing Project Feasibility
3. 15
Budgeting, Cost & Risk Estimation in Project Management
4. 15
New Dimensions in Project Management
Total 60

Outcome:
1. Learners will be able to understand Meaning/Definition of Project & Project Management,
Organizational Work Flow, Developing Work Integration Positions, Importance of Project Selection,
Criteria for Project Selection ( Models) and Conflicts & Negotiation Handling in Project
Management, Planning Cycle & Master Production.

2. Learners will understand the types of Project Feasibility- Market Feasibility, Technical Feasibility,
SWOT Analysis ( Environment Impact Assessment, Social Cost Benefit Analysis) Demand
Forecasting, Product Mix Analysis etc.

3. Learners will get detailed knowledge regarding Means of Financing, Types of Financing, Sources of
Finance, Types of Risk in Projects, Risk Management Process, Risk Analysis & Identification,
Introduction to Cost Benefit Analysis, Efficient Investment Analysis, Cash - Flow Projections etc.

4. Leaners will develop an in-depth understanding about Project Management Maturity Model (PMMM),
Project Monitoring & Controlling, The Planning – Monitoring- Controlling Cycle, Computerized
Project Management Information System (PMIS), Reasons for Termination of Projects, Process for
Terminating Projects, Strategy/ Ways to Solve Project Management Problems and so on.
 Project Management

Sr. Module No. of

No. Lectures
1. Introduction to Project Management & Project Initiation 15
a) Introduction to Project Management:
• Meaning/Definition of Project & Project Management, Classification of
Projects, Why Project Management, Characteristics/Importance of Project
Management, Need for Project Management (Objectives), History of Project
Management
b) Organizational Structure (Project Organization):
• Meaning/Definition of Organizational Structure, Organizational Work Flow,
Developing Work Integration Positions, Types of Organizational Structure,
Forms of Organization, Strategic Business Units (SBU) in Project Management.
c) Project Initiation:
• Project Selection-Meaning of Project Selection, Importance of Project
Selection, Criteria for Project Selection ( Models), Types of Project Selection,
Understanding Risk & Uncertainty in Project Selection
• Project Manager-Meaning of Project Manager, Role of Project Manager,
Importance of Project Manager, Role of Consultants in Project Management,
Selecting Criteria for Project Manager
• Project Planning-Importance of Project Planning, Functions of Project
Planning, System Integration, Project Management Life Cycle, Conflicts &
Negotiation Handling in Project Management, Planning Cycle & Master
Production
Scheduling
2. Insurance Planning and Investment Planning 15
a) Project Feasibility Analysis:
• Meaning/Definition of Project Feasibility, Importance of Project Feasibility,
Scope of Project Feasibility
• Types of Project Feasibility- Market Feasibility, Technical Feasibility,
Financial Feasibility, Economic Viability, Operational Feasibility
• SWOT Analysis ( Environment Impact Assessment, Social Cost Benefit
Analysis)
b) Market Analysis:
• Meaning of Market Analysis, Demand Forecasting, Product Mix analysis,
Customer Requirement Analysis
c) Technical Analysis:
• Meaning of Technical Analysis, Use of Various Informational Tools for
Analyzing, Advancement in the Era of E- Commerce in Project Management
d) Operational Analysis:
• Meaning of Operation Management, Importance of Operation Management,
 Operation Strategy - Levels of Decisions, Production Planning & Control,
Material Management - Work Study & Method Study, Lean Operations
3. Budgeting, Cost & Risk Estimation in Project Management 15
a) Funds Estimation in Project:
• Means of Financing, Types of Financing, Sources of Finance, Government
Assistance towards Project Management for Start ups, Cost Control (Operating
Cycle, Budgets & Allocations), Determining Financial Needs for Projects,
Impact of Leveraging on Cost of Finance
b) Risk Management in Projects:
• What is Risk, Types of Risk in Projects, Risk Management Process, Risk
Analysis & Identification, Impact of Risk Handling Measures, Work break Down
Structure, New Venture Valuation (Asset Based, Earnings Based, Discounted
Cash flow Models)
c) Cost Benefit Analysis in Projects
• Introduction to Cost Benefit Analysis, Efficient Investment Analysis, Cash -
Flow Projections, Financial Criteria for Capital Allocation, Strategic
Investment
Decisions
4. New Dimensions in Project Management 15
a) Modern Development in Project Management:
• Introduction to Modern Development in Project Management, Project
Management Maturity Model (PMMM), Continuous Improvement, Developing
Effective Procedural Documentation, Capacity Planning
b) Project Monitoring & Controlling:
• Introduction to Project Monitoring & Controlling, The Planning – Monitoring-
Controlling Cycle, Computerized Project Management Information System
(PMIS), Balance in Control System in Project Management, Project Auditing
–Life Cycle
c) Project Termination & Solving Project Management Problems:
• Meaning of Project Termination, Reasons for Termination of Projects, Process
for Terminating Projects, Strategy/ Ways to Solve Project Management
Problems, Project Review & Administrative Aspects, Execution Tools for
Closing of Projects

Reference Books -
1. Harold Kerzer, Project Management – A system approach to planning, scheduling and controlling.
2. Jack R. Meredith and Samuel J. Mantel, Jr. Project Management – A Managerial approach.
3. Bhavesh M. Patel, Project Management – Strategic Financial planning, evaluation and control.
 Elective Courses (EC) Group A: Finance Electives

3.Strategic Financial Management

No. of Lectures
SN Modules
1 Dividend Decision and XBRL 15

2 Capital Budgeting and Capital Rationing 15

Shareholder Value and Corporate Governance/ Corporate
3 15
Restructuring

4 Financial Management in Banking Sector and Working Capital 15

Financing
Total 60

Course Objectives

1. To match the needs of current market scenario and upgrade the learner’s skills and
knowledge for long term sustainability
2. Changing scenario in Banking Sector and the inclination of learners towards choosing banking
as a career option has made study of financial management in banking sector inevitable
3. To acquaint learners with contemporary issues related to financial management

SN Modules/ Units
1 Dividend Decision and XBRL
a) Dividend Decision:
• Meaning and Forms of Dividend, Dividend-Modigliani and Miller’s Approach,
Walter Model, Gordon Model, Factors determining Dividend Policy, Types of
Dividend Policy
b) XBRL:
• Introduction, Advantages and Disadvantages, Features and Users
2 Capital Budgeting and Capital Rationing
a) Capital Budgeting:
• Risk and Uncertainty in Capital Budgeting, Risk Adjusted Cut off Rate,
Certainty Equivalent Method, Sensitivity Technique, Probability Technique,
Standard Deviation Method, Co-efficient of Variation Method, Decision Tree
Analysis, Construction of Decision Tree.
b) Capital Rationing:
• Meaning, Advantages, Disadvantages, Practical Problems

3 Shareholder Value and Corporate Governance/Corporate Restructuring

 a) Shareholder Value and Corporate Governance:
• Financial Goals and Strategy, Shareholder Value Creation: EVA and MVA
Approach, Theories of Corporate Governance, Practices of Corporate
Governance in India
b) Corporate Restructuring:
• Meaning, Types, Limitations of Merger, Amalgamation, Acquisition, Takeover,
Determination of Firm’s Value, Effect of Merger on EPS and MPS, Pre Merger
and Post Merger Impact.
4 Financial Management in Banking Sector and Working Capital Financing
a) Financial Management in Banking Sector:
• An Introduction, Classification of Investments, NPA & their Provisioning,
Classes of Advances, Capital Adequacy Norms, Rebate on Bill Discounting,
Treatment of Interest on Advances
b) Working Capital Financing:
• Maximum Permissible Bank Finance (Tandon Committee), Cost of issuing
Commercial Paper and Trade Credit, Matching Approach, Aggressive
Approach, Conservative Approach

Reference Books –
• C. Paramasivan& T. Subramanian, Financial Management
• IM Pandey, Financial Management
• Ravi Kishor, Financial Management
• Khan & Jain, Financial Management
• Van Horne &Wachowiz, Fundamentals of Financial Management
• Prasanna Chandra, Strategic Financial Management
 Elective Courses (EC) Group A: Finance Electives

4. INDIRECT TAX- GST

COURSE OBJECTIVES:
a) To make learners understand mechanism of indirect tax in India
b) To make learners understand the basic concepts need and GST model in India.
c) To make learners understand method of levy and collection of GST.
d) To make learners understand concept of time, value and place of supply under GST
e) To make learners understand the process of registration under GST Law.

No Modules No. of Lectures

1 15
Introduction to Indirect Taxation and GST
2 15
Concept of Supply
3 15
Registration and Computation of GST
4 15
Filing of Returns
Total 60

COURSE OUTCOMES:
a) Learners will be able to understand basic concepts and definations
b) Learners will be able to understand the process the method of levy and collection of tax.
c) Learners will be able to determine the tax rate to be charged.
d) Learners will be able to the process of registration under GST Law.
Sr. Modules / Units
No.
1 Introduction to Indirect Taxation and GST
A. Basics for Taxation - Direct Taxes and Indirect Taxes – Difference, Advantages and
Disadvantages, Sources and Authority of Taxes in India (Art 246 of the Indian Constitution)
B. Introduction to GST – Genesis of GST in India, Power to tax GST (Constitutional
Provisions), Extent and Commencement, Meaning and Definition of GST, Benefits of GST,
Conceptual Framework – CGST, IGST,SGST,UTGST, Imports of goods or services or both,
Export of goods or services or both, Taxes subsumed and not subsumed under GST.
C. Definitions – Goods ( 2(52) of CGST Act ), Services ( 2(102) of CGST Act ), Money ( 2(75)
of CGST Act ), Securities ( 2(101) of SCRA Act,1956), India( 2(56) of CGST Act ), Persons
( 2(84) of CGST Act ),Taxable Person ( 2(107) of CGST Act ), Business ( 2(17) of CGST
Act), Consideration( 2(31) of CGST Act ), E- Commerce Operator ( 2(45) of CGST Act ),
Supplier(2(105) of CGST Act ),Recipient( 2(93) of CGST Act )
D. Levy and Collection of GST – Levy and Collection of CGST, IGST, SGST,UTGST (Sec 9
of CGST
Act), Composition Scheme under GST (Sec 10 of CGST Act), Power to Grant Exemption
(Sec 11 of CGST Act)GST Rate Schedule for Goods and Services.
2 Concept of Supply
A. Taxable Event Supply– Meaning and Scope of Supply (Section 7 Subsection 1, 2 and 3 of
Act) Schedule I, Schedule II, Schedule III, Composite and Mixed Supplies (Sec 8 of
CGST
Act)
B. Place of Supply – Location of Supplier of Goods and Services, Place of Supply of Goods
(Sec 10, 11,12 and 13 of IGST Act), Special Provision for Payment of Tax by a Supplier of
Online Information Database Access Retrieval.
C. Time of Supply- Time of Supply (Sec 31 of CGST Act), Issue of Invoice by the Supplier
(Sec 31 (1) and Sec 31(2)of CGST Act), Continuous Supply of Goods and Services, Goods
Sent on Approval (Sec 31(7) of CGST Act )
D. Value of Supply – Determination of Value of Supply (Sec 15 of CGST Act and CGST
Rules 2017), Input Tax Credit (Sec 2(62) of CGST Act) Capital Goods (Sec 2(19) of CGST
Act), Input Sec 2(59) of CGST Act), Input Service (Sec 2(60) of CGST Act). Eligibility
and Conditions for
taking Input Tax Credit (Sec 16 of CGST Act)
3 Registration and Computation of GST
 A. Registration – Persons liable for Registration (Sec 22 of the Act), Persons not liable for
Registration, Procedure for Registration (Sec 25 of the Act), Deemed Registration(Sec 26 of
the Act), Special Provisions (Sec 27 of the Act), Amendment, Cancellation and Revocation
of Registration(Sec 28,Sec29and Sec 31 of the Act)
B. Computation of GST – Computation of GST under Inter State and Intra State Supplies.
C. Payment of Tax- Payment of Tax, Interest and other Amounts(Sec 49 of the Act), Interest on
delayed Payment (Sec 50 of the Act), TDS (Sec 51 of the Act), TCS (Sec 52 of the Act)
4 Filing of Returns
A. Documentation- Tax Invoices (Sec 31 and 32 of the Act), Credit and Debit notes(Sec 34
of the Act), Electronic Way Bill
B. Returns –Types of Returns and Provisions relating to filing of Returns (Sec 37 to Sec 48
of the Act)

Reference Books –

• GST Bare Act 2017

• GST Law & Practice - V.S Datey (6th Edition)
• GST Laws – National Academy of Customs, Indirect Tax
 Elective Courses (EC) Group B: Marketing Electives

1.RETAIL MANAGEMENT
Learning Objectives:
• To familiarize the students with retail management concepts and operations
• To provide understanding of retail management and types of retailers.
• To develop an understanding of retail management terminology including merchandize
management, store management and retail strategy.
• To acquaint the students with legal and ethical aspects of retail management
• To create awareness about emerging trends in retail management

No Modules No. of Lectures

1 Retail Management- An overview 15

2 Retail Consumer and Retail Strategy 15

3 Merchandise Management and Pricing 15

4 Managing and Sustaining Retail 15

Total 60

Course Outcomes:
CO1 Understand the functions of retail business and various retail formats and retail channels.
CO2 Explain the different Retail strategies adapted by different retail formats to ensure customer satisfaction and
increased sales.
CO3 Analyze different pricing strategies that can be implemented by retail stores.
CO4 Describe the role of the Store Manager and functions performed by him
CO5 Explore the pivotal techniques involved in Store layout and designing that attract customer attention.
Retail Management
SN Modules/ Units

1 Retail Management- An overview

a) Retail Management:
• Introduction and Meaning, Significance, Factors Influencing Retail
Management, Scope of Retail Management
b) Retail Formats:
• Concept of Organized Retailing: Factors Responsible for the Growth of
Organized Retail in India,
• Multichannel Retailing: Meaning and Types,
• E-tailing: Meaning, Advantages and Limitations
c) Emerging Trends in Retailing
• I.T in Retail: Importance, Advantages and Limitations, Applications of I.T. in
Retail: EDI, Bar Coding, RFID Tags, Electronic Surveillance, Electronic Shelf
Labels
• FDI in Retailing: Meaning, Need for FDI in Indian Retail Scenario
• Franchising: Meaning, Types, Advantages and Limitations, Franchising in India
• Green Retailing
• Airport Retailing
• Case Studies on Multichannel Retailing & e-tailing
2 Retail Consumer and Retail Strategy

a) Retail Consumer/Shopper:
• Meaning of Retail Shopper, Factors Influencing Retail Shoppers, Changing
Profile of Retail Shoppers, Market Research as a Tool for Understanding
Retail Markets and Shoppers
b) CRM in Retail:
• Meaning, Objectives
• Customer Retention Approaches: Frequent Shopper Programme, Special
Customer Services, Personalization, Community
c) Retail Strategy:
• Meaning, Steps in Developing Retail Strategy, Retail Value Chain
d) Store Location Selection:
• Meaning, Types of Retail Locations, Factors Influencing Store Location
e) HRM in Retail:
• Meaning, Significance, Functions
• Organization Structure in Retail: Meaning, Factors Influencing Designing
Organization Structure
 Case Studies on Retail Strategy and CRM strategies
3 Merchandise Management and Pricing
a) Merchandise Management
• Concept, Types of Merchandise, Principles of Merchandising,
• Merchandise Planning- Meaning and Process,
• Merchandise Category – Meaning, Importance, Components, Role of Category
Captain, Merchandise Procurement/Sourcing- Meaning, Process, Sources for
Merchandise
b) Buying Function:
• Meaning, Buying Cycle, Factors Affecting Buying Functions, Functions of
Buying for Different Types of Organizations
• Young and Rubicam’s Brand Asset Valuator
• Independent Store, Retail Chain, Non-store Retailer
c) Concept of Lifestyle Merchandising
d) Private Label –
• Meaning, Need and Importance, Private Labels in India
e) Retail Pricing
• Meaning, Considerations in Setting Retail Pricing
• Pricing Strategies: High/ Low Pricing: Meaning, Benefits, Everyday Low
Pricing: Meaning, Benefits, Market Skimming, Market Penetration,
Leader Pricing, Odd Pricing, Single Pricing, Multiple Pricing, Anchor
Pricing
• Variable Pricing and Price Discrimination- Meaning Types:
Individualized Variable Pricing/First Degree Price Self-Selected Variable
Pricing/ Second Degree Price Discrimination- Clearance and Promotional
Markdowns, Coupons, Price Bundling, Multiple – Unit Pricing Variable
Pricing by Market Segment/ Third Degree Price Discrimination
4 Managing and Sustaining Retail

a) Retail Store Operations:

• Meaning, Responsibilities of Store Manager, The 5 S’s of Retail
Operations (Systems, Standards, Stock, Space, Staff)
b) Store Design and Layout:
• Store Design- Meaning, Objectives, Principles, Elements of Exterior and
Interior Store Design, Store Atmospherics and Aesthetics
• Store Layout- Meaning, Types: Grid, Racetrack, Free Form
• Signage and Graphics: Meaning, Significance, Concept of Digital Signage
• Feature Areas: Meaning, Types: Windows, Entrances, Freestanding
Displays, End Caps, Promotional Aisles, Walls, Dressing Rooms, Cash
Wraps
c) Visual Merchandising and Display:
• Visual Merchandising- Meaning, Significance, Tools Used for
Visual Merchandising
• The Concept of Planogram
 • Display- Meaning, Methods of Display, Errors in Creating Display
d) Mall Management
• Meaning and Components: Positioning, Zoning, Promotion and Marketing,
Facility Management, Finance Management
e) Legal and Ethical Aspects of Retailing
• Licenses/Permissions Required to Start Retail Store in India Ethical Issues
in Retailing
Career Options in Retailing

Reference Books

1. Retail Management, Michael Levy & Barton A Weitz, Tata McGraw Hill
2. Retailing Management, Gibson C Vedamani , Jaico Publishing House, Mumbai
3. Retail Strategies understanding why we shop, Jim, Jaico Publishing House, Mumbai
 Elective Courses (EC) Group B: Marketing Electives

2.INTERNATIONAL MARKETING
Learning Objectives

• To understand International Marketing, its Advantages and Challenges.

• To provide an insight on the dynamics of International Marketing Environment.
• To understand the relevance of International Marketing Mix decisions and recent developments in
Global Market
Course Outcomes
• Develop an understanding of major issues of international marketing and analyze global trends
• Evaluate and integrate a wide range of management concepts with a focus on the international
marketing tasks facing the firm;
Develop international marketing strategies for consumer products firms, industrial products firms
and services firms;
• Decide the appropriate way of entering chosen foreign markets;
• Know how to implement the international marketing strategy selected through suitable methods
of pricing and distribution supported by appropriate international marketing negotiations
strategies.
No Modules No. of Lectures

1 Introduction to International Marketing & Trade 15

2 International Marketing Environment and Marketing Research 15

3 International Marketing Mix 15

4 Developments in International Marketing 15

Total 60
SN Modules/ Units

1 Introduction to International Marketing & Trade

a) Introduction of International Marketing:

• Meaning, Features of International Marketing,
• Theories of International Trade- Cost advantage (Classical), Comparative Cost
advantage, Hecksher Ohlin, Product Lifecycle Theory( Vernon)
• Need and Drivers of International Marketing, Process of International Marketing,
Phases of International Marketing, Benefits of International Marketing,
Challenges of International Marketing, Difference between Domestic and
International Marketing,
• Different Orientations of International Marketing : EPRG Framework, Entering
International Markets :Exporting, Licensing, Franchising, Mergers and
Acquisition, Joint Ventures, Strategic Alliance, Wholly Owned Subsidiaries,
Contract Manufacturing and Turnkey Projects, Concept of Globalization
b) Introduction to International Trade:
• Concept of International Trade, Barriers to Trade: Tariff and Non Tariff,
• Trading Blocs : SAARC, ASEAN, NAFTA, EU, OPEC
2 International Marketing Environment and Marketing Research

a) International Marketing Environment:

• Economic Environment : International Economic Institution (World Bank, IMF,
IFC) ,International Economic Integration (Free Trade Agreement, Customs
Union, Common Market, Economic Union)
• WTO and its important agreements
• Political and Legal Environment: Political System (Democracy, Authoritarianism,
Communism), Political Risk, Political Instability, Political Intervention. Legal
Systems (Common Law, Civil Law, Theocratic Law), Legal Differences, Anti
Dumping Law and Import License.
• Cultural Environment : Concept , Elements of Culture (Language, Religion,
Values and Attitude , Manners and Customs, Aesthetics and Education) ,
HOFSTEDE’s Six Dimension of Culture , Cultural Values ( Individualism v/s
Collectivism)
b) Marketing Research:
• Introduction, Need for Conducting International Marketing Research,
International Marketing Research Process, Scope of International Marketing
Research, IT in Marketing Research
 c) International Marketing Environment:
• Economic Environment : International Economic Institution (World Bank, IMF,
IFC) ,International Economic Integration (Free Trade Agreement, Customs
Union, Common Market, Economic Union)
• Political and Legal Environment: Political System (Democracy, Authoritarianism,
Communism), Political Risk, Political Instability, Political Intervention. Legal
Systems (Common Law, Civil Law, Theocratic Law), Legal Differences, Anti
Dumping Law and Import License.
• Cultural Environment : Concept , Elements of Culture (Language, Religion,
Values and Attitude , Manners and Customs, Aesthetics and Education) ,
HOFSTEDE’s Six Dimension of Culture , Cultural Values ( Individualism v/s
Collectivism)
d) Marketing Research:
• Introduction, Need for Conducting International Marketing Research,
International Marketing Research Process, Scope of International Marketing
Research, IT in Marketing Research, MIS

3 International Marketing Mix

a) International Product Decision

International Product Line Decisions, Product Standardization v/s Adaptation
Argument, International Product Life Cycle, Role of Packaging and Labelling in
International Markets, Branding Decisions in International Markets, International
Market Segmentation and Targeting, International Product Positioning
b) International Pricing Decision:
• Concept of International Pricing, Objectives of International Pricing, Factors
Affecting International Pricing
• International Pricing Methods: Cost Based, Demand Based, Competition Based ,
Value Pricing, Target Return Pricing and Going Rate Pricing
• International Pricing Strategies : Skimming Pricing, Penetration Pricing
, Predatory Pricing
• International Pricing Issues : Gray Market , Counter Trade, Dumping,
Transfer Pricing
c) International Distribution Decisions
• Concept of International Distribution Channels, Types of International
Distribution Channels, Factors Influencing Selection of International
Distribution Channel
d) International Promotion Decisions
• Concept of International Promotion Decision
 • Planning International Promotional Campaigns: Steps - Determine the Target
Audience, Determine Specific Campaigns, Determine Budget, Determine
Message, Determine Campaign Approach and Determine Campaign
Effectiveness
• Standardization V/S Adaptation of International Promotional Strategies
International Promotional Tools/Elements
4 Developments in International Marketing

a) Introduction -Developing International Marketing Plan:

• Preparing International Marketing Plan, Examining International Organisational
Design, Controlling International Marketing Operations, Devising International
Marketing Plan
b) International strategies:
• Need for International Strategies, Types of International Strategies
c) International Marketing of Services
• Concept of International Service Marketing, Features of International Service
Marketing, Need of International Service Marketing, Drivers of Global
Service Marketing, Advantages and Disadvantages of Global Service Marketing,
Service Culture

Reference Books –
• Dr. Shakeel Ahmad Siddiqui, International Marketing, Dreamtech press , Edition 2011
• Philip R.Cateora, John L. Graham, Prashanth Salwan, International Marketing , Tata Mcgraw hill
Education Private limited, New Delhi, Thirteenth Edition .
• RajGopal, International Marketing, Vikas Publishing House Pvt. Ltd., Edition 2007.
• Sak Onkvisit, John J.Shaw, International Marketing Analysis and Strategy, Pearson Publication, Third
Edition
• Francis Cherunilam, International Business, PHI Leaning Private Limited New Delhi, Fifth Edition .
• Justin Paul and Ramneek Kapoor, International Marketing Text and Cases, Tata Mcgraw Hill Education
Private Limited New Delhi, Second Edition.
• Rakesh Mohan Joshi, International Marketing, Oxford University Press, Second Edition
• Philip R. Cateora, John L. Graham, International Marketing, Tata Mcgraw Hill, Twelfth Edition
• Rakesh Mohan Joshi, International Marketing Oxford University Press, First Edition
• Michael R. Czinkota, Iikka A Ronkainen, International Marketing, Cengage Learning Edition 2007
Gerald Albaum, Edwin Duerr, Jesper Strandskov, International Marketing and Export Management, Pearson
Publication , Fifth Edition
 Elective Courses (EC) Group B: Marketing Electives

3.Media Planning and Management

Learning Objectives

• Examine various types of media and apply media research

• Analyze media mix and formulate media strategy
• Prepare the media budget and summarize the media buying and scheduling
• Analyze the developments in media measurement

No Modules No. of Lectures

1 Overview of Media and Media Planning 15

2 Media Mix & Media Strategy 15

3 Media Budgeting, Buying & Scheduling 15

4 Media Measurement, Evaluation 15

Total 60
Media Planning & Management

No Modules/ Units

1 Overview of Media and Media Planning

a) Overview of Media and Media Planning:
• Meaning of Media & Features of Media, Meaning of Media Planning , Scope of
Media planning , Media Planning Elements, Role of Media in Business, Media
Planning Process, Impact of Marketing Objectives on Media Planning, Factors
Influencing Media Planning Decisions, Role and Importance of Media in
Consumer Buying Decision, Role of Media Planner, Challenges of Media
Planning, Organization Structure of Media Company, Regulatory Framework
and Legal Aspects in Media Planning
b) Media Research:
• Meaning, Role and Importance
• Sources of Media Research : Audit Bureau of Circulation, Press Audits,
National Readership Survey/IRS, Businessmen’s Readership Survey, TRP,
National Television Study, ADMAR Satellite Cable Network Study, Reach
and Coverage Study, ClB Listenership Survey

2 Media Mix and Media Strategy

a) Media Mix:
• Meaning, Need for Media Mix, Identifying Audience for Mass Media , Factors
Affecting Media Mix Decision, Types of Media Mix Decisions: Broad
Media Classes, Media Vehicles, Media Units, Deciding Ideal Media Mix
b) Media Choices:
• Print Meaning- Factors Affecting Selection of Print Media Decisions ,
Types of Print Media, Advantages and Limitations
• Television- Meaning, Factors Affecting Selection of Television Media
Decisions, Advantages and Limitations
• Radio- Meaning, Factors Affecting Selection of Radio Media
Decisions, Advantages & Limitations
• Out of Home (OOH)- Meaning, Types of OOH, Factors Affecting OOH
Planning Decision, Advantages and Limitations
c) Emerging Media:
• Online, Mobile, Gaming, In flight, In Store, Interactive Media
d) Media Strategy:
 • Meaning, Need for Media Strategy, Situation Analysis for Media Strategy
and its Components
• Steps in Formulating Media Strategies: Defining the Target Group, Market
Prioritization, Media Weights, Media Mix, Media Scheduling.

3 Media Budgeting, Buying & Scheduling

a) Media Budget
• Meaning
• Factors to be considered while Framing a Budget: Advertising Task,
Competitive Framework, Market Dominance, Market Coverage, Media Cost,
Market Task, Pricing ,Frequency of Purchase
• Importance of Media Budget.
• Methods of Setting Media Budget - Status Quo, Inflation Adjusted, Advertising
Sales, Case Rate & Advertising Margin Method, Share of Market, Yardstick
Method, Effective Frequency & Reach Method & Margin Analysis ROI Based
Approach, Experimental Approach, Break Even Planning.
b) Media Buying:
• Meaning, Role of Media Buyer, Objectives of Media Buying,
• Buying Process: Buying Brief, Environmental Analysis, Science and Art of
Buying, Benchmarking Buying Plan Presentation Deal Management and Post
Buy
• Buying brief: Concept & Elements of Buying Brief, Art of Media Buying –
Negotiation in Media Buying, Plan Presentation and Client Feedback
• Criteria in Media Buying
c) Media Scheduling
• Meaning, Importance
• Factors Affecting Scheduling: Sales Pattern, Purchase Cycle, Product
Availability, Competitive Activity, Marketing Task, Budget Constraints, Target
Group.
• Scheduling Patterns – Continuity, Flighting, Pulsing
• Scheduling Strategies for Creating Impact: Road Block , Day or Day part
Emphasis, Multiple Spotting, Teasers

4 Developments in International Marketing

 a) Media Measurement:
• Basic Metrics: Reach, Cumulative/Frequency Reach, Discrete & Cumulative
distribution, Average Opportunity to See (AOTS), Effective frequency/Reach
• Television Metrics: Dairy v/s Peoplemeter,TRP,/TVR, Program Reach &
Time Spent, Stickiness Index, Ad Viewership
• Radio Metrics: Arbitron Radio Rating
• Print Metrics: Circulation, Average Issue Readership (AIR), Total or
Claimed Reader, Sole or Solus reader.
• OOH Metrics: Traffic Audit Bureau (TAB)
b) Benchmarking Metrics:
• Share, Profile, and Selectivity Index
c) Plan Metrics:
• Gross Rating Points (GRP), Gross Impressions (GI), Share of Voice (SOV).
d) Evaluating Media Buys
• Evaluating Television Media Buying: Dysfunctional Card Rate, Secondary
and Effective Rate, Deal Composition, Cost Per Rating Point(CPRP), Reach
Delivered by the Buy, Visibility Spots, Bonus Percentage, Upgrades and Spot
Fixing, Sponsorships
• Evaluating Print Media Buying: Discount on Rate Card, Negotiated Rate,
Cost Per Thousand (CPT), Market Share Incentives, Readership v/s Circulation
Track, Growth Incentives, Combination Rate Incentives, Full Page Discounts
and Size Upgrades, Discount for Colour Ads, Date Flexibility Incentives,
Positioning, Innovations.
• Evaluating Other Media Buys: Radio Buys, Outdoor Buys, Cinema
Buys, Internet Buys, and Mobile Buys

Reference Books -
• Arpita Menon , Media Planning and Buying, Tata McGraw Hill Education Private Limited
, Second Edition 2010
• Jack Z Sissors and Roger B. Baron, Advertising Media Planning, McGraw Hill Education India
Pvt. Limited, Seventh Edition.
• Larry Percy and Richard Elliott, Strategic Advertising Management , Oxford University
Press, Second Edition
• Larry d. Kelly and Donald W.Jugeneimer, Advertising Media Planning , PHI learning Private
Limited,
• Dennis .F.Herrick, Media Management in Age of Giants, Surjeet Publications
• Charles Warner and Joseph Buchman, Media selling ,Surjeet Publication,3rd edition
 Elective Courses (EC) Group B: Marketing Electives

4.BRAND MANAGEMENT
Learning Objectives :
• To understand the meaning and significance of Brand Management
• To Know how to build, sustain and grow brands
• To know the various sources of brand equity

No Modules No. of Lectures

1 Introduction to Brand Management 15

2 Planning and Implementing Brand Marketing Programs 15

3 Measuring and Interpreting Brand Performance 15

4 Growing and Sustaining Brand Equity 15

Total 60

SN Modules/ Units

1 Introduction to Brand Management

a) Introduction to Brand Management:

• Meaning of Brand, Branding, Brand Management, Importance of Branding to
Consumers, Firms, Brands v/s Products, Scope of Branding, Branding Challenges
and Opportunities, Strategic Brand Management Process, Customer Based Brand
Equity model (CBBE), Sources of Brand Equity, Steps of Brand Building
including Brand Building Blocks,
• Brand Positioning: Meaning, Importance, Basis
2 Planning and Implementing Brand Marketing Programs

a) Planning and Implementing Brand Marketing Programs:

• Brand Elements: Meaning, Criteria for choosing Brand Elements, Types of
Brand Elements
• Integrating Marketing Programs and Activities
• Personalising Marketing: Experiential Marketing, One to One
Marketing, Permission Marketing
• Product Strategy: Perceived Quality and Relationship Marketing
• Pricing Strategy: Setting Prices to Build Brand Equity
• Channel Strategy: Direct, Indirect Channels
 • Promotion Strategy: Developing Integrated Marketing Communication
Programs
• Leveraging Secondary Brand Associations to Build Brand Equity:
Companies, Countries, Channel of Distribution, Co-branding,
Characters, Events.
3 Measuring and Interpreting Brand Performance

a) The Brand Value Chain

b) Measuring Sources of Brand Equity:
• Qualitative Research Techniques: Projective Techniques: Completion,
Comparison, Brand Personality and Values: The Big Five, Free Association
• Quantitative Research Techniques: Brand Awareness: Recognition, Recall,
Brand Image, Brand Responses
c) Young and Rubicam’s Brand Asset Valuator
d) Measuring Outcomes of Brand Equity
• Comparative Methods: Brand based Comparative Approaches, Marketing
Based comparative approaches, Conjoint Analysis
• Holistic Methods: Residual Approaches, Valuation Approaches: Historical
Perspectives and Interbrand’s Brand Valuation Methodology
4 Growing and Sustaining Brand Equity

a) Designing & Implementing Branding Strategies:

• Brand Architecture: Meaning of Brand Architecture, The Brand-Product
Matri, Breadth of a Branding Strategy, Depth of a Branding Strategy
• Brand Hierarchy: Meaning of Brand Hierarchy, Building Equity at
Different Hierarchy Levels
• Cause Marketing to Build Brand Equity: Meaning of Cause Marketing,
Advantages, Green Marketing
b) Brand Extensions:
• Meaning, Advantages, Disadvantages, Brand Extension and Brand Equity
c) Managing Brands over Time:
• Reinforcing Brands, Revatilising Brands
d) Building Global Customer Based Brand Equity

Reference Books –

• Keller Kevin Lane, Strategic Brand Management: Building, Measuring and Managing Brand Equity
• Keller Kevin Lane, Strategic Brand Management-2008
• Elliot, Richard, Strategic Brand Management-2008
• Kapferer, Jean-Noel, Strategic Brand Management-2000
 • Kishen, Ram, Strategic Brand Management- 2013
• Keller Kevin Lane, Strategic Brand Management 4e-2015

Ability Enhancement Course (AEC)

PROJECT WORK

Project Work (Internship Based)

Learning Objectives:
• To document, structure and present the learnings from the internship

Course Outcomes:
After completion of the course, students would be able to :
CO1: Get an understanding of working environment.
CO2: Describe overall experience and challenges faced while working as an intern.
CO3: Apply the concepts learned and prepare a Project report.

Information about the Project Report

Sr. No Description

1 Project based on 6 weeks/45 Days of

Internship with an
Organisation/NGO/Charitable
Organisation
2 Report submission of minimum 45-50 pages.
3 Experience certificate to be attached in the report
4 Topics to be covered in the report –
1) Organisation: Why it was selected, Work Culture, What type of
Organisation, Organisation Structure, Types of products & Services
offered by organisation
2) Learning Objectives
3) Work done by the student- Department, product handled, timing
4) Department visited & his/her observation about those departments.
5) Learner’s experience and whether he feels those objectives have been
achieved.
5) Skills Developed by the learner during the internship
6)Contributions and achievements during the internship to be highlighted
(if any)
Practical – Viva Voce
Project Work (Research Based)

Learning Objectives:
• To document, structure and present the learnings from Research.
• To inculcate the element of research work challenging the potential of learner as regards to
his/ her eager to enquire and ability to interpret particular aspect of the study in his/ her own
words.

Course Outcomes:
After completion of the course, learners would be able to:
CO1: Understand the types and nature of research.
CO2: Describe research methodology and research design,
CO3: Apply the previously learned concepts and prepare a project report.

Information about the Project Report

Sr. No Description
1 Project based on Research (Primary Data)
2 Report submission of minimum 90 to 100 pages.
3 Topics to be covered in the report –
1) Introduction
2) Literature Review
3) Other important Secondary Data (related to the topic)
4) Research Methodology
5) Hypothesis Testing, Data Analysis, Interpretation and Presentation
6) Conclusions and Suggestions.
7) Bibliography/References
8) Appendix
Evaluation Pattern
Evaluation pattern of the project work
The Project Report shall be evaluated in two stages viz.

Evaluation of Project Report (Bound Copy) 60 Marks

▪ Introduction and other areas covered 20 Marks
▪ Research Methodology, Presentation, Analysis and interpretation of data
30 Marks

▪ Conclusion & Recommendations 10 Marks

Conduct of Viva-voce 40 Marks

▪ In the course of Viva-voce, the questions may be asked such
as importance / relevance of the study, objective of the study, methodology 10 Marks
of the study/ mode of Enquiry (question responses)
▪ Ability to explain the analysis, findings, concluding observations,
recommendation, limitations of the Study 20 Marks

▪ Overall Impression (including Communication Skill) 10 Marks

Note:
The guiding teacher along with the external evaluator appointed by the
University/ College for the evaluation of project shall conduct the viva-voce
examination as per the evaluation pattern

Passing Standard
• Minimum of Grade E in the project component
• In case of failing in the project work, the same project can be revised for ATKT
examination.

• Absence of student for viva voce: If any student fails to appear for the viva voce on
the date and time fixed by the department such student shall appear for the viva voce
on the date and time fixed by the Department, such student shall appear for the viva
voce only along with students of the next batch.