MBA MAIN SYLLABUS 2021-22

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY

LUCKNOW

Teaching and Evaluation Scheme

For

MBA Main Second Year

AS PER AICTE MODEL CURRICULUM

(Effective from the Academic Session: 2021-22)

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 MBA MAIN SYLLABUS 2021-22

PREAMBLE

The Evaluation Scheme and Syllabus for Second Year MBA (Common) programme is designed
with a view to enhance the skills, knowledge & leadership of management graduates in order to
maximize the employment opportunities in various functional areas. The guidelines of Model
Curriculum of AICTE are duly considered by incorporating relevant emerging areas in all
specializations offered during the program. It has also followed the guidelines of New
Education Policy (NEP) to emphasis on skill building through project and practical work
specifying the learning outcomes for each subject and used Bloom’s hierarchical model as
expected indicators of learning levels. The specified levels of learning outcomes are indicative
and could be used suitably for assessment and evaluation.

The management education is dynamic and driven by socio-economic and technological changes
as well as innovations. Hence, it is expected that, latest updates from research, industry practices
and cases must be discussed extensively during teaching to achieve the desired levels of
knowledge and skills with practical outlook among graduating students. The detailed syllabus
has introduced case studies and latest updates also.

Visits to Manufacturing Units, malls, ware house & logistic hubs, Ports etc. and some short
duration live Projects will be helpful to buddy managers in gaining the feel real corporate culture
and working practices. It will help in orienting the students towards entrepreneurship and to start
their own start-ups.

Today IT is enable of all areas of management be HR, Finance, Marketing and hence
technological integrations with all functions have changed the face of planning and decision
making in all manufacturing and service industries. The Supply Chain processes are driven by
ERP System and High-End Technologies for real time tracking and identifications during
transportation for better customer’s support. Therefore in the real time scenario , while
designing the syllabus, we have given equal emphasis on the quantitative and analytics
approaches which will help the students to understand the practical know how of corporate and
will understand the pattern & interpretation of large data. Therefore we have given equal
emphasis on building student’s IT skills .

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 MBA MAIN SYLLABUS 2021-22

GUIDELINES FOR SUMMER INTERNSHIP (III SEMESTER) AND RESEARCH

PROJECT REPORT(IV SEMESTER)

SUMMER TRAINING PROJECT REPORT

.
1. At the end of the second semester examination, it is mandatory for every student of MBA
to undergo on-the-job practical training in any manufacturing, service or financial
organization. The training will be of 6 to 8 weeks duration. The college/institute will
facilitate this compulsory training for students.
2. During the training, the student is expected to learn about the organization and analyze
and suggest solutions to a live problem. The objective is to equip the students with the
knowledge of actual functioning of an organization and problems faced by them for
exploring feasible solutions.
3. During the course of training, the organization (where the student is undergoing training)
will assign a problem/project to the student.
4. The student, after the completion of training will present the work to his / her faculty
guide / mentor. Guide will assess student’s contribution and will award internal marks
out of 50. Thereafter students will submit a report to the College/Institute which will
form part of the third semester examination. However, the report must be submitted by
the end of October 30.
5. The report (based on training and the problem/project studied) prepared by the student
will be known as Summer Training Project Report. The report should ordinarily be based
on primary data. It should reflect in depth study of a micro problem, ordinarily assigned
by the organization where the student undergoes training. Relevant tables and
bibliography should support it. One comprehensive chapter must be included about the
organization where the student has undergone training. This should deal with brief
history of the organization, its structure, performance products/services and problem
faced. This chapter will form part 1 of the report. Part 2 of the report will contain t he
study of micro research problem. The average size of report ordinarily will be of
minimum 100 pages in standard font size (12) and double spacing. Two neatly typed
(one sided only) and soft bound copies of the report will be submitted to the
College/Institute. The report will be typed on A-4 size paper.
6. The report will have three certificates, one by the Head of the Department, another by the
Faculty guide and third one from reporting officer of the organization where the student
has undergone training. These three certificates should be attached in the beginning of
the report.
7. The Summer Training Project Report will carry 150 marks and will be evaluated by two
examiners (external and internal). The evaluation will consist of (1) Project Report
evaluation (2) Project Presentation and Viva Voce.
8. The Project Report evaluation will comprise of 50 sessional marks and would be
evaluated by internal project guide. The Presentation and Viva Voce would comprise of
100 marks and would be evaluated by two examiners (1 external and 1 internal). The
average of the marks awarded by the 2 examiners will be taken into account for the
results. In case the difference in the awards given by the examiners is 30 or more marks,
the project report will be referred to a third examiner. Only such person will evaluate the
project report who has minimum three years of experience of teaching MBA classes in a
College/University. Experience of teaching MBA classes as guest faculty shall not be
counted.
9. The parameters on which external evaluation would be carried out are as under:

Project Report Evaluation:

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 Evaluation Understanding of Understanding Interpretation & Presentation Query
Criteria & objectives with of Relevance of Analysis (20) handling
Marks topic (20) topic (20) (20) (20)

10. It is mandatory that the student will make presentation in the presence of teachers and
students. The student is expected to answer to the queries and questions raised in such a
meeting.
11. The student shall prepare the Summer Training Project Report as per the format given in
the Summer Training Manual as prescribed by the University
12. In the beginning of III semester and before commencement of regular classes each
student has to choose dual specialization of his/her choice or interest. University offers
dual specialization in area Human Resource Management (HR), Marketing Management
(MM), Financial Management (FM), International Business (IB) and Information
Technology (IT) and Operations Management (OM). Institute shall help students to
choose specialization by conducting workshop, Industry Interaction etc.
13. Institute has a right to close the date of choosing area of specialization in order to smooth
functioning of classes and department and effective utilization of resources. However,
this process shall complete before commencement of regular classes.

MBA II Year Teaching and Evaluation Scheme

W.E.F. Academic Session 2021-22

(In Accordance with AICTE Model Curriculum & New Education Policy)SEMESTER III

END
INTERNAL EVALUATION
PERIODS SEMESTER
SCHEME
EVALUATION
SNo SUBJECT TOTAL CREDIT
Codes
L T P CT TA PS TOTAL TE PE

1 KMBN301 STRATEGIC MANAGEMENT

4 0 0 30 20 0 50 100 0 150 3
2 KMBN302 INNOVATION AND 4 0 0 30 20 0 50 100 0 150 3
ENTREPRENEURSHIP
3 KVE 301 Universal Human Values and 3 0 30 20 0 50 100 0 150 3
Professional Ethics 1

4 Elective- 1
4 0 0 30 20 0 50 100 0 150 3
Specialization Group-1
5 Elective -2
4 0 0 30 20 0 50 100 0 150 3
Specialization Group-1
6 Elective -1
4 0 0 30 20 0 50 100 0 150 3
Specialization Group-2
7 Elective -2
4 0 0 30 20 0 50 100 0 150 3
Specialization Group-2
Summer Training Project 0 2 0 0 50 0 50 0 100 150 4
8 KMBN308
Report & Viva Voce
TOTAL 1200 25

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 Specialization Group: HUMAN RESOURCE (HR)
Elective Subjects in III Semester
S.No. Code Course Title

1 KMBN HR01 TALENT MANAGEMENT

2 KMBN HR02 EMPLOYEE RELATIONS AND LABOUR LAWS

Specialization Group: MARKETING (MK)

Elective Subjects in III Semester
S.No. Code Course Title

1 KMBN MK01 CONSUMER BEHAVIOUR AND MARKETING

COMMUNICATION
2 KMBN MK02 MARKETING ANALYTICS

Specialization Group: FINANCE (FM)

Elective Subjects in III Semester
S.No. Code Course Title

1 KMBN FM01 INVESTMENT ANALYSIS AND PORTFOLIO MANAGEMENT

2 KMBN FM02 FINANCIAL PLANNING AND TAX MANAGEMENT

Specialization Group: INTERNATIONAL BUSINESS (IB)

Elective Subjects in III Semester
S.No. Code Course Title

1 KMBN IB01 INTERNATIONAL BUSINESS MANAGEMENT

2 KMBN IB02 EXPORT IMPORT DOCUMENTATION

Specialization Group: INFORMATION TECHNOLOGY (IT)

Elective Subjects in III Semester
S.No. Code Course Title

1 KMBN IT01 DATA ANAYTICS FOR BUSINESS DECISIONS

2 KMBN IT02 AI AND ML FOR BUSINESS

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 STRATEGIC MANAGEMENT
Code: KMBN 301
Credits: 3 Teaching Hours: 36

Course Objectives
1. To have a clear understanding of the key concepts and principles of strategic
management
2. To have skills and understanding of tools and techniques for analyzing a company
strategically
3. To provide a basic understanding of the nature and dynamics of the strategy formulation
and implementation processes.
4. To encourage students to think critically and strategically.
5. The ability to identify strategic issues and design appropriate courses of action.

UNIT 1 (5 Hours)
Introduction: meaning nature, scope, and importance of strategy; Model of strategic
management, Strategic Decision-Making Process.
Corporate Governance: Composition of the board, Role and Responsibilities of the board of
directors, Trends in corporate governance, Corporate Social Responsibility. Case Studies and
Latest Updates.

UNIT 2 (8 hours)
Environmental Scanning: Understanding the Macro Environment: PESTEL Analysis,
Industrial Organization (IO) & the Structure Conduct Performance (SCP) approach, Porter’s
Five Forces Model, Understanding the Micro Environment: Resource Based View (RBV)
Analysis, VRIO Framework, Using resources to gain Competitive advantage & its
sustainability, Value Chain Analysis. Case Studies and Latest Updates.

UNIT 3 (9 hours)
Strategy Formulation: Situational Analysis using SWOT approach
Business Strategies: Competitive Strategy: - Cost Leadership, Differentiation & Focus,
Cooperative Strategy: - Collusion & Strategic Alliances
Corporate Strategies: Directional Strategy: Growth strategies, Stability Strategies &
Retrenchment Strategies. Corporate Parenting
Functional Strategies: Marketing, Financial, R&D, Operations, Purchasing, Logistics,
HRM & IT. The sourcing decision: Outsourcing & offshoring
Case Studies and Latest Updates.

Unit 4 (9 hours)
Strategy Choice and Analysis: Scenario Analysis Process, Tools & Techniques of
strategic Analysis: BCG Matrix, Ansoff Grid, GE Nine Cell Planning Grid, McKinsey’s 7’S
framework. Case Studies and Latest Updates.
Strategy implementation: Developing Programs, Budget and Procedures, Stages of
Corporate Development, Organizational Life cycle, Organizational Structures: Matrix,
Network & Modular/Cellular; Reengineering and Strategy implementation, Leadership and
corporate culture, Case Studies and Latest Updates.

Unit 5 (5 hour)
Strategy Evaluation & Control: Evaluation & Control process, Measuring performance: types of
controls, activity based costing, enterprise risk management, primary measures of corporate performance,
balance scorecard approach to measure key Performance, responsibility centers, Benchmarking, Problems
in measuring Performance & Guidelines for proper control. Strategic Audit of a Corporation. Case Studies
and Latest Updates.

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 Suggested Readings:

1. Wheelen, L. Thomas and Hunger, David J.; Concepts in Strategic Management and
Business Policy, Pearson Education,
2. Stewart Clegg, Chris Carter, Martin Kornberger & Jochen Schweitzer : Strategy - Theory
and Practice.(SAGE Publishing India)
3. Kazmi, Azhar; Business Policy and Strategic Management; McGraw-Hill Education.
David, Fred; Strategic Management: Concepts and Cases; PHI Learning.
4. Thomson, Arthur A. and Strickland, A. J.; Strategic Management: Concept and
Cases; McGraw Hill Education,
5. Jauch, L.F., and Glueck, W.F.; Business Policy and Strategic Management;
McGraw-Hill Education,

INNOVATION & ENTREPRENEURSHIP

Code: KMBN302
Credits: 3 Teaching Hours: 36

COURSE OBJECTIVES:
1. The purpose of this course is to expose the student to the basic concepts of
entrepreneurship, functions of entrepreneurs and problems faced by them in the real
world
2. To provide insights to students in converting an Idea to an opportunity and develop
understanding of various funding sources for a startup
3. Familiarizing the students with SME sector activities, venture capital financing and
international entrepreneurial opportunities.
4. To understand the role of innovation and technical change in enterprise and global level
economic performance
5. To understand the technological, human, economic, organizational, social and other
dimensions of innovation
Unit 1 (7 Hours)
Innovation: Meaning, difference between innovation and creativity, Innovation types &
Platforms, Business Model Innovation, Service Innovation, Design-led innovation,
Improvisation, Large firm Vs. Start-up innovation, Co-creation and open innovation, developing
an innovation strategy, Sources of innovation, Innovation Environment, Creative Destruction

Unit 2 (6 Hours)
Entrepreneurship: Meaning, definition and concept, Factors affecting entrepreneurship,
characteristics and skills of an entrepreneur, entrepreneur v/s manager. Concept of
intrapreneurship, types of entrepreneurs, functions of entrepreneur, entrepreneurial decision-
process, challenges faced by entrepreneurs and changing role of entrepreneur. Women
enterprises, social, and rural entrepreneurship

Unit 3 (9 Hours)
Entrepreneurial Finance, Assistance and Entrepreneurial Development Agencies:
Estimating financial funds requirement; Sources of finance – banks, & financial institutions,
financing of small-scale industries in developing countries.
Role of central government and state government in promoting entrepreneurship with various
incentives, subsidies, grants, export oriented units – fiscal & tax concessions, other government
initiatives and inclusive entrepreneurial growth. Overview of MSME policy of government in
India,
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Role of agencies assisting entrepreneurship: DICs, SSIs, NSICs, EDIINIESBUD, NEDB,
Entrepreneurship Development Institute (EDI). New initiatives taken by government to
promote entrepreneurship

Unit 4 (9 Hours)
From Idea to opportunity: Idea generation- sources and methods, identification and
classification of ideas. Individual creativity: idea to business opportunity, Opportunity
assessment, Process of New Venture and its Challenges, Venture capital, Angel investing,
Crowdfunding
Developing a Business Plan: Business Planning Process: elements of business planning,
preparation of project plan, components of an ideal business plan – market plan, financial plan,
operational plan, and, Feasibility Analysis – aspects and methods: Economic analysis, financial
analysis, market-, and technological feasibility.

Unit 5 (5 Hours)
Launching a New Venture: Steps involved in launching a business (Process charts), Various
Forms of business ownership, Registration of business units; start-up to going IPO; revival, exit
and end to a venture.

Suggested Readings
1. Roy: Entrepreneurship, OUP
2. Ahmad, Ali and Bhatt, Punita.: Entrepreneurship in Developing and Emerging Economies,
SAGE Publishing India
3. Mitra, Jay: The Business of Innovation, 2017, SAGE Publishing
4. Entrepreneurship 10th Ed (Indian Edition) 2016 by Robert Hirsch Michael Peters Dean
Shepherd, McGraw Hill
5. Khanka, S.S.; Entrepreneurial Development; S. Chand and Co.
6. Kumar, Arya; Entrepreneurship; Pearson Education.
7. Desai, Vasant; Dynamics of Entrepreneurial Development and Management; Himalaya
Publishing
8. Blundel, R. and Lockett, N.; Exploring Entrepreneurship Practices and Perspectives; Oxford
Publications.
9. Dollinger, M. J.; Entrepreneurship: New Venture Creation; PHI Learning.
10. "Reinventing Your Business Model" by Mark W. Johnson, Clayton M. Christensen, and
Henning Kagermann)
11. Afuah, A.. Innovation Management: Strategies, Implementation, and Profit. Oxford
University Press.

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 MBA MAIN SYLLABUS 2021-22

UNIVERSAL HUMAN VALUES AND

PROFESSIONAL ETHICS
Code: KVE 301
Credit: 3 Teaching Hours: 36
Course Objectives
1. To help students distinguish between values and skills, and understand theneed, basic
guidelines, content and process of value education.
2. To help students initiate a process of dialog within themselves to know whatthey ‘really
want to be’ in their life and profession
3. To help students understand the meaning of happiness and prosperity for ahuman being.
4. To facilitate the students to understand harmony at all the levels of humanliving, and
live accordingly.
5. To facilitate the students in applying the understanding of harmony inexistence in their
profession and lead an ethical life

Course Outcomes
1. Understand the significance of value inputs in a classroom, distinguish between values and
skills, understand the need, basic guidelines, content and process of value education,
explore the meaning of happiness and prosperity and do a correct appraisal of the current
scenario in the society
2. Distinguish between the Self and the Body, understand the meaning ofHarmony in the Self
the Co-existence of Self and Body.
3. Understand the value of harmonious relationship based on trust, respect and other naturally
acceptable feelings in human-human relationships and explore their role in ensuring a
harmonious society
4. Understand the harmony in nature and existence, and work out their mutually fulfilling
participation in the nature.
5. Distinguish between ethical and unethical practices, and start working out the strategy to
actualize a harmonious environment wherever they work.
Course Description
Every human being has two sets of questions to answer for his life: a) what to do? and, b)
how to do?. The first set pertains to the value domain, and the other to the skill domain. Both
are complimentary, but value domain has a higher priority. Today, education has become
more and more skill biased, and hence, the basic aspiration of a human being, that is to live
with happiness and prosperity, gets defeated, in spite of abundant technological progress.
This course is aimed at giving inputs that will help to ensure the right understanding and right
feelings in the students in their life and profession, enabling them to lead an ethical life. In
this course, the students learn the process of self‐ exploration, the difference between the
Self and the Body, the naturally acceptable feelings in relationships in a family, the
comprehensive human goal in the society, the mutual fulfillment in the nature and the co‐
existence in existence. As a natural outcome of such inputs, they are able to evaluate an
ethical life and profession ahead.

UNIT-1: Course Introduction - Need, Basic Guidelines, Content and Process for Value
Education (6 Hours)
Understanding the need, basic guidelines, content and process for Value Education, Self -
Exploration–what is it? - its content and process; ‘Natural Acceptance’ and Experiential
Validation- as the mechanism for self-exploration, Continuous Happiness and Prosperity- A look
at basic Human Aspirations, Right understanding, Relationship and Physical Facilities- the basic
requirements for fulfillment of aspirations of every human being with their correct priority,

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 Understanding Happiness and Prosperity correctly- A critical appraisal of the current scenario,
Method to fulfill the above human aspirations: understanding and living in harmony at various
levels.

UNIT-2: Understanding Harmony in the Human Being - Harmony in Myself (7 Hours)

Understanding human being as a co-existence of the sentient ‘I’ and the material ‘Body’,
Understanding the needs of Self (‘I’) and ‘Body’ - Sukh and Suvidha, Understanding the Body
as an instrument of ‘I’ (I being the doer, seer and enjoyer), Understanding the characteristics and
activities of ‘I’ and harmony in ‘I’, Understanding the harmony of I with the Body: Sanyam and
Swasthya; correct appraisal of Physical needs, meaning of Prosperity in detail, Programs to
ensure Sanyam and Swasthya.

UNIT-3: Understanding Harmony in the Family and Society- Harmony in Human-Human

Relationship (8 Hours)
Understanding harmony in the Family- the basic unit of human interaction , Understanding
values in human-human relationship; meaning of Nyaya and program for its fulfillment to ensure
Ubhay-tripti; Trust (Vishwas) and Respect (Samman) as the foundational values of relationship,
Understanding the meaning of Vishwas; Difference between intention and competence,
Understanding the meaning of Samman, Difference between respect and differentiation; the
other salient values in relationship, Understanding the harmony in the society (society being an
extension of family): Samadhan, Samridhi, Abhay, Sah-astitva as comprehensive Human Goals,
Visualizing a universal harmonious order in society- Undivided Society (AkhandSamaj),
Universal Order (Sarvabhaum Vyawastha )- from family to world family!.

UNIT-4: Understanding Harmony in the Nature and Existence - Whole existence as Co-
existence (8 Hours)
Understanding the harmony in the Nature, Interconnectedness and mutual fulfilment among the
four orders of nature- recyclability and self-regulation in nature, Understanding Existence as Co-
existence (Sah-astitva) of mutually interacting units in all-pervasive space, Holistic perception of
harmony at all levels of existence.

UNIT-5: Implications of the above Holistic Understanding of Harmony on

Professional Ethics ( 7 Hours)
Natural acceptance of human values, Definitiveness of Ethical Human Conduct, Basis for
Humanistic Education, Humanistic Constitution and Humanistic Universal Order, Competence
in Professional Ethics: a) Ability to utilize the professional competence for augmenting universal
human order, b) Ability to identify the scope and characteristics of people-friendly and eco-
friendly production systems, technologies and management models, Case studies of typical holistic
technologies, management models and production systems, Strategy for transition from the present state
to Universal Human Order: a) At the level of individual: as socially and ecologically responsible
engineers, technologists and managers, b) At the level of society: as mutually enriching institutions and
organizations

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Suggested Readings
1. R R Gaur, R Sangal, G P Bagaria, 2009, A Foundation Course in HumanValues and
Professional Ethics.
2. Ivan Illich, 1974, Energy & Equity, The Trinity Press, Worcester, and Harper Collins,
3. USA

4. E.F. Schumacher, 1973, Small is Beautiful: a study of economics as if people

mattered, Blond & Briggs, Britain.
5. Sussan George, 1976, How the Other Half Dies, Penguin Press. Reprinted 1986, 1991
6. Donella H. Meadows, Dennis L. Meadows, Jorgen Randers, William W. Behrens III,
1972, Limits to Growth – Club of Rome’s report, Universe Books.
7. A Nagraj, 1998, Jeevan Vidya Ek Parichay, Divya Path Sansthan, Amarkantak.
8. P L Dhar, RR Gaur, 1990, Science and Humanism, Commonwealth Publishers.
9. A N Tripathy, 2003, Human Values, New Age International Publishers.
10. Subhas Palekar, 2000, How to practice Natural Farming, Pracheen (Vaidik)
KrishiTantraShodh, Amravati.
11. E G Seebauer & Robert L. Berry, 2000, Fundamentals of Ethics for Scientists &
Engineers, Oxford University Press
12. M Govindrajran, S Natrajan & V.S. Senthil Kumar, Engineering Ethics (including
Human Values), Eastern Economy Edition, Prentice Hall of India Ltd.
13. B P Banerjee, 2005, Foundations of Ethics and Management, Excel Books
14. B L Bajpai, 2004, Indian Ethos and Modern Management, New Royal Book Co.,
Lucknow. Reprinted 2008

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 Specialization Group: Human Resource Management(HR)

TALENT MANAGEMENT
Code: KMBNHR01
Credit: 3 Teaching Hours: 36
Course objective
1. This course focuses on the attraction, acquisition, and retention of talent in organizations
2. A clear understanding of talent management and its linkage with organizational strategy
and other HR practices.
3. To provide the understanding of acquiring and retaining the talent in the organization.
4. To provide them the process of identifying and developing the potential talent to fulfil
the present and future need of the organization.
5. In addition, the course will cover the negotiation problems that managers may face in
decision-making processes; for example, the hiring negotiation, the promotion
negotiation, the firing decision, and HR-relevant cross-cultural negotiation issues.
Unit 1 (6 hours)
Introduction to Talent Management: Concept, Meaning & Objectives, Role of Talent
Management in building Sustainable Competitive Advantage to a firm; Key Processes of Talent
Management: Recruitment, Selection, Human Resource Planning, Retention, Talent vs.
Knowledge, Consequences of Failure in Managing Talent, Identifying and Assessing High-
Potential Talent: Current Organizational Practices . Case Studies

Unit 2 (8 hours)
Talent Acquisition: Job Analysis, Questionnaires, Interviews, Developing job Description &
Job Specification, Attracting and Recruiting the best Talents, Strategic Trends in Talent
Acquisition, Talent acquisition management solutions. HR Planning for Talent Management:
Process (using MS-Excel and quantitative tools), Evaluation of factors affecting HR Planning,
Strategic view of Recruitment & Selection. Case Studies

Unit 3 (7 hours.)
Recruitment and Selection Process: Introduction, Sources of Recruitment, Use of Assessment
Centers, Selection Errors & Minimizing Selection Errors, Reliability & Validity of Selection
Tests, Choosing suitable types of Interviews, Formulating a recruitment strategy for senior level
executives. Employee Engagement: Process and outcomes of Employee Engagement, Ways of
Achieving Employee Engagement; Talent Development: Need Analysis, Knowledge
Management, Competency Development and Developing Leadership Talent. Case Studies
Unit 4 (8 hours)
Employee Retention: Comprehensive approach to Employees Retention, Managing Voluntary
Turnover, Dealing with Job Withdrawal; Strategic Compensation plan for Talent
Engagement: Defining the Elements of Total Rewards, Integrated Rewards Philosophy,
Designing Integrated Rewards, Sustainable Talent Management and Reward Model. , Career and
Succession Planning. Case Studies

Unit 5. (7hrs)
Emerging Trends in HR: Human Resource Audits, Human Resource Information System
(HRIS), Human Resource Accounting (HRA), Business Process Re-engineering, Contemporary
Talent Management Issues and Challenges. Case Studies
MBA MAIN Page 12
 EMPLOYEE RELATIONS AND LABOR LAWS

Code: KMBN HR 02
Course Credits: 3 Teaching Hours: 36 Hr
Course Objectives:
1. To Provide conceptual framework of Industrial Relation
2. To make students aware with the Indian Labor legislation
3. To make students aware with the basic requirements and mandate of labor legislations
4. To help the students to understand the existing framework of Industrial Relation and Labor
legislation.

Unit 1: (8 Hours)
Employee Relations Management (ERM) & Industrial Relation: Introduction and Importance
of Employee Relations, Employee Relations Management Tools, Approaches to Understand
IR, the Trends of Industrial Relations in India, Factors Leading the Present State of Industrial
Relations, Impact of Globalization on the Liberalized Economy Emerging challenges of IR in
India, Linking Industrial Relations with economic growth of a country, Trade Unionism:
Development of trade unionism, functions, type and structure of trade union, Why Employees
Join Trade Unions , Trade Unions in the Eyes of the Management, Politics and Trade Unions,
Outside Leadership of Trade Unions problems & suggestive remedial measures of trade unions,
The Trade Unions Act 1926& Amendment Bill, 2019: Objective, Recognition and registration,
Industrial Democracy & Participative Management. Case Studies.

Unit2: (8 Hours)
Collective Bargaining: Significance, types & procedure of Collective bargaining Discipline:
The Industrial Employment (Standing Orders) Act 1961, Misconduct, Disciplinary Action,
Types of Punishments, Code of Discipline, Domestic Enquiry, Grievance Handling in IR:
Grievance Settlement Procedure, Industrial Disputes, Preventive & Settlement Machinery in
India. Employee Participation and Empowerment: Objectives, Employee
Participation, Advantages of Employee Participation, Employee Participation in India,
Methods of Participation, Employee Empowerment. Case Studies

Unit 3 (7 Hours)
The Factories Act, 1948 & The Factories (Amendment) Bill, 2016 & The shop & Establishment
Act 1948, The Payment of Wages Act, 1936 and amendment in 2020, The Workmen’s
compensation Act, 1923, The Industrial Disputes Act, 1947.
Unit 4 (7 Hours)
The Payment of Minimum wages act 1948 & its revisions 2019, 2020 & 2021, The Contract
Labor (Abolition & regulative) act The ESI Act, 1948 and latest amendments, Child Labour
(Prohibition & Regulation) Act, 1986 and its latest amendment. The Trade unions act, 1926 &
Amendment Bill, 2019 , Child Labour (Prohibition & Regulation) Act, 1986 and its latest
amendment.

MBA MAIN Page 13

Unit 5 (6 Hours)

The payment of Bonus Act, 1965 and amendments, The payment of Gratuity Cat, 1972 and its
amendment 2018 ,The Maternity Benefit Act, 1961 and amendments, Employee’s Provident
fund & Miscellaneous Provisions Act, 1952 .

Suggested Readings:

1. Indian Bare Acts

2. Srivastava SC - Industrial Relations and Labor Laws (Vikas,)
3. Gupta, Parul – Industrial Relations and Labor laws, SAGE Publishing India
4. Monappa Arun, “Industrial Relations and Labor laws”, Tata McGraw Hill Edition, New
Delhi,
5. Taxmann Labor Laws”, Taxmann Allied Services Pvt. Ltd.
6. Sinha, P.R.N., Sinha, InduBala and Shekhar, Seema Priyadarshini, Industrial Relations,
Trade Unions and Labour Legislation, Pearson Education, New Delhi.
7. Mamoria, Mamoria and Gankar, “Dynamics of Industrial Relations”, Himalaya Publishing
House, New Delhi,
8. D. P Sahoo: Employee Relations Management - Texts and Cases, SAGE Publishing India

MBA MAIN Page 14

 MBA MAIN SYLLABUS 2021-22

Specialization Group: Marketing(MK)

CONSUMER BEHAVIOR & MARKETING COMMUNICATION

Code: KMBNMK01

Course Credit: 3 Contact Hours: 36

Course Objectives
1. To understand consumer behavior and explain the consumer decision making process
2. To define external and internal influences on buying behavior
3. To provide an understanding of integrated marketing communications (IMC) and its influences
on other marketing functions and other promotional activities.
4. Help to understand what advertising is and its role in advertising and brand promotion.
5. Understand the importance of message design and the creativity involved in message designing.
UNIT-1 (5 Hours)
Introduction: Consumer Behavior & the Marketing Mix, Consumer Goals, Consumer Decision Making
Process: Need Recognition, Search for information, Pre purchase evaluation of alternatives, Purchase,
Consumption, Post consumption Evaluation & Divestment, Interrupts in buying process & their effects,
Customer involvement, Consumer Journey through the World of Technology

UNIT-2 (8 Hours)
Consumers as individuals and in the social context: Consumer Perception, Consumer Learning &
Knowledge, Consumer Attitude Formation & Change, Reference Groups, Family Gender & Age
Influences, Culture and Social Mobility

UNIT-3 (10 Hours)

Marketing Communication: The Role of Marketing Communication Developing Effective
Communication: Target Audience, Communication Objectives Design the Communication, Select the
Communication Channels & Total Marketing Communication Budget. Communication Mix &
Managing the IMC Process
Advertising Management: Meaning, Nature and Scope of Advertising, Classification of advertising,
Process of Advertising, Fundamentals of Advertising Campaigns, The Creative Brief, and Advertising
Appeal. Advertising Agencies – their role, functions. Global vs local advertising

UNIT-4(9 Hours)
Developing the Advertising Campaign: Message Strategies, Executional Framework of messages,
Sources and Spokespersons, Source Characteristics, Advertising Effectiveness & its measurement
Media Planning and Strategy: Steps involved in media planning, Media Types and their characteristics;
Setting Media objectives, Media Selection & Media Strategy

UNIT 5 (4 Hours)
Interactive Marketing: Its advantage and disadvantages, Placing Ads and Promotions online, Buzz
Marketing, Viral Marketing, and Mobile marketing

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 MBA MAIN SYLLABUS 2021-22

Suggested Readings
1. Consumer Behavior, Schiffman, L. G. and Kanuk, L. L., Pearson.
2. Consumer Behaviour : Sethna Zubin & Blythe Jim, SAGE Publishing India
3. Integrated Advertising, Promotion and Marketing Communications: Clow, Kenneth E. &
Baack Donald E., Pearson
4. Advertising & promotions an IMC perspective: Kruti Shah & Alan D’ Souza, McGraw
Hill education
5. 5 Advertising and promotion- An integrated Marketing Communication Perspective,
George E Belch & Michael A Belch, McGraw Hill Education
6. 6 Advertising, Brand and Consumer Behaviour, 2020, S. Ramesh Kumar, SAGE
Publishing India

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 MARKETING ANALYTICS
Code: KMBN MK02
CREDIT: 3 Teaching Hours: 36

COURSE OBJECTIVES
a. To understand the basic concepts of Marketing Analytics
b. To study various tools to have marketing insights in various marketing areas through
empirical data
c. To interpret the marketing data for effective marketing decision making
d. To draw inferences from data in order to answer descriptive, predictive, and
e. prescriptive questions relevant to marketing managers

Unit -1: Introduction to marketing Analytics (4 hrs.)

Meaning, characteristics, advantages and disadvantages of marketing analytics, Market Data Sources
(Primary and Secondary). Market Sizing: Stakeholders, Applications & Approaches (Top-down and
Bottom-up), PESTLE Market Analysis, Porter Five Force Analysis

Unit-2: Pricing Analytics (8 hrs.)

Pricing Policy and Objectives, Estimating Demand: Price Elasticity, Estimating Linear and Power
Demand Curves, Optimize Pricing, Incorporating Complementary Products, Pricing using Subjective
Demand Curve, Pricing Multiple Products,
Price Bundling & Nonlinear Pricing: Pure Bundling & Mixed Bundling, Determine Optimal
Bundling Pricing, Profit Maximizing strategies using Nonlinear Pricing Strategies, Price Skimming
& Sales, Revenue Management: Markdown Pricing and Handling Uncertainty

Unit-3: Sales Forecasting (8 hrs.)

Introduction, Simple Linear Regression & Multiple Regression model to forecast sales, Forecasting
in Presence of Special Events, Modeling trend and seasonality; Ratio to moving average forecasting
method, Using S curves to Forecast Sales of a New Product

Unit-4: Customer Analytics (8 hrs.)

Customer Lifetime Value: Concept, Basic Customer Value, Measuring Customer Lifetime value,
Estimating Chance that customer is still active, Using Customer Value to value a business
Market Segmentation : The segmentation-targeting-positioning (STP) framework, Segmentation,
The concept of market segmentation, managing the segmentation process, Deriving market segments
and describing the segments using Cluster analysis,

Unit-5: Retailing & Advertising Analysis (8 hrs.)

Market Basket analysis: Computing two way and three-way lift, RFM Analysis, Allocating Retail
Space and Sales Resources: Identifying the sales to marketing effort relationship & its modeling,
optimizing sales effort
Advertising Analysis: Measuring the Effectiveness of Advertising, Pay per Click (PPC) Online
Advertising

Suggested Readings
1. Marketing Analytics: Data-Driven Techniques with Microsoft Excel by Wayne L
Winston, Wiley India Pvt. Ltd.
2. Marketing Analytics: Strategic Models and Metrics by Stephan Sorger, Create
Space Publishing
3. Marketing Engineering and Analytics by Gary Lilen, Arvind Rangaswamy,and Arnaud De
Bruyn, Decision Pro, Inc.
4. Marketing Metrics by Dugar Anurag, SAGE Publishing India\

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Specialization Group: Finance(FM)

INVESTMENT ANALYSIS & PORTFOLIO MANAGEMENT

Code: KMBN FM01

Course Credits: 3 Teaching Hours: 36 Hrs

Course Objectives:
1. Emphasizing an understanding of the economic forces that influence the pricing of
financial assets.
2. Understanding of investment theory will be stressed and tied in with
discussion of applicable techniques such as portfolio selection.
3. The course material will cover formulae that can be applied in different
business situations regarding active portfolio management.
4. To expose the students to the concepts, tools and techniques applicable in the
field of security analysis and portfolio management.
5. To provide a theoretical and practical background in the field of investments.

Unit I Investment (7 Hrs)

Overview of Capital Market: Market of securities, Stock Exchange and New Issue Markets -
their nature, structure, functioning and limitations; Trading of securities: equity and debentures/
bonds. Securities trading - Types of orders, margin trading, clearing and settlement procedures.
Regularity systems for equity markets, Type of investors, Aim & Approaches of Security
analysis.

Unit II Portfolio Theory (9 Hrs)

Risk & Return: Concept of Risk, Component & Measurement of risk, covariance and
correlation, Fundamental coefficient, Measurement of systematic Analysis: Economic, Industry,
Company Analysis, Portfolio risk and return, Beta as a measure of risk, calculation of beta,
Selection of Portfolio: Markowitz’s Theory, Single Index Model, Case Studies.

Unit III Capital Market & Asset Pricing (6 Hrs)

Technical Analysis: Dow Theory, Support and Resistance level, Type of charts & its
interpretations, Trend line, Gap Wave Theory, Relative strength analysis, Technical Versus
Fundamental analysis. Nature of Stock Markets: EMH (Efficient Market Hypothesis) and its
implications for investment decision. Capital market theorem, CAPM (Capital Asset Pricing
Model) and Arbitrage Pricing Theory. Case Studies.

Unit IV Bond, Equity and Derivative Analysis: (8 Hrs) Valuation of Equity Discounted Cash-
flow techniques: Balance sheet valuation, Dividend discount models, Intrinsic value and market
price, earnings multiplier approach, P/E ratio, Price/Book value, Price/sales ratio, Economic
value added (EVA). Valuation of Debentures/Bonds: nature of bonds, valuation, Bond theorem,
Term structure of interest rates.

Unit V Active Portfolio Management (6Hrs)

Portfolio Management and Performance Evaluation: Performance Evaluation of existing
portfolio, Sharpe, Trey nor and Jensen measures; Finding alternatives and revision of portfolio;
Portfolio Management and Mutual Fund Industry

MBA MAIN Page 18

Suggested Readings
12. R
Can
Ed)aganra tPha-mIn-vSeesctm
nd ureity
nt Anallysiis and PPoorrttffoolliioo M
Maannaaggementt(P
(TeatrasoM
n cEGdruacw
atiHonil)l, 3rd
3. Bhatt- Security Analysis and Portfolio Management (Wiley)
4. Pandian P - Security Analysis and Portfolio Management (Vikas)
5. Bodie, Kane, Marcus &Mohanti - Investment and Indian Perspective (TMH)
6. William F. Sharpe, Gordon J.Alexander and Jeffery V.Bailey: Investments, (Prentice
Hall).
7. Abhishek Kumar, Index Investing, 2020, SAGE Publishing
8. Donald E. Fischer and Ronald J.Jordan: Security Analysis and Portfolio Management,
(Pearson Education, )
9. Charles P. Jones, Investments Analysis and Management, (John Wiley & Sons,)
10. Edwin J. Elton, Martin J. Gruber: Modern Portfolio Theory and Investment
Analysis,John Wiley & Sons,
11. Sidney Cottle, Roger F. Murray, Frank E. Block, Graham and Dodd: Security Analysis,
Tata McGraw-Hill, New Delhi.

MBA MAIN Page 19

 FINANCIAL PLANNING &TAX MANAGEMENT

Code: KMBN FM02

Course Credits: 3 Teaching Hours: 36 Hrs
COURSE OBJECTIVES:
a. The present course aims are familiarizing the participants with the principles & practices
and structure of different types of taxes in Indian economy.
b. A student of taxation will have to make a detailed study of tax policy and tax provisions
in India.
c. A broad understanding or role of taxation in economic and industrial development of an
economy.
d. A broad understanding of financial planning process
e. An Understating of asset allocation process and retirement planning

Unit I (8 Hours)
Financial Planning : Definition , Need of financial Planning and process of Financial Planning,
Role of Financial Planner , Myths about Financial Planning, Factors that influence that influence
the personal financial planning ,Investors life cycle, Financial goals of investors , Risk Appetite,
Risk Profiling, Systematic approach to investing: SIP,SWP,STP, Financial Plan; Goal based
Financial Plan; Comprehensive Financial Plan; Financial Blood Test Report.

Unit II (8 Hours)
Asset Allocation: Guidelines for asset Allocation, Classification of Assets, Risk return
characteristics of assets, Factors involved in Asset allocation ,Principles of Asset Allocation,
Retirement planning , Need for retirement planning , Golden Rules of retirement planning,
Retirement planning process, Retirement planning investment options, Estate planning
Definition and Need of Estate Planning.

Unit III (6 Hours)

Introduction to Tax: Definition, Cannons of Taxation Person, Assesse, Income, Previous Year,
Assessment Year, Income Tax Important Dates and Forms. Residential Status & Tax Incidence:
Individual Income Exempted from Tax

Unit IV (8 Hours)
Heads of Income: Salaries, Income from House Property, Profits & Gains from Business or
Profession, Capital Gains, Income from Other sources., Clubbing of incomes, Calculation of
Taxable Income ,Tax Calculation including Surcharge and Marginal relief, Deduction, Rebate,
Relief, Set Off & Carry Forward of Losses-Principles, Meaning, Inter-sources & Inter-head Set
Off.

Unit V (6 Hours)
Tax Planning & Management: Tax Avoidance, Planning & Evasion, Income Tax Authorities-
Their appointment, Jurisdiction, Powers and functions, Provisions relating to collection and
recovery of tax, refund of tax, offences, penalties and prosecutions, appeals and revisions,
Advance Tax, TDS, Advance Rulings, Avoidance of Double Taxation Agreements.

Suggested Readings

1. Dr. Vinod K. Singhania& Dr. Monica Singhania Students Guide to Income Tax (Taxmann
Publication ,Latest Edition according to assessment year
2. Yashwant Sinha, Vinay K. Shrivastava, Indirect Tax reform in India, SAGE Publishing

MBA MAIN Page 20

 3. Sid Mitra & Shailendra Kumar Rai, Financial Planning, SAGE Publishing India
4. Dr.B.K. Agarwal& Dr. Rajeev Agarwal Tax Planning and Management (Nirupam Publication,
Latest Edition according to assessment year)
5. Paolo M. Panteghini Corporate Taxation in a Dynamic World (Springer, Latest Edition)
6. GirishAhuja& Ravi Gupta Direct Tax Laws & Practice (Bharat Law House, Latest Edition)
7. Personal Financial Planning (Wealth Management): S. Murali, K.R. Subbakrishna, (Himalaya
Publishing House)

Specialization Group: International Business(IB)

INTERNATIONAL BUSINESS MANAGEMENT

Code: KMBN IB 01
Course Credits: 3 Teaching Hours: 36 Hrs
Course Objectives
a. To give the student an exposure to the dynamic environment of
International Business
b. To understand the impact of environment on the International Business
Operations of the firm
c. To explain the functions and form of the global monetary system
d. To explain the role of International organizations and Regional Trade

Unit I( 8 hours)
Introduction: Meaning, Nature and Scope of International Management, Driving and
Restraining Forces, Domestic to Transnational Business, Modes of Entry. Globalization –
Forces, Meaning, dimensions and stages in Globalization, Characteristics and role of MNCs.
International Business Environment – The economic environment; social and cultural
environment, political, legal and regulatory environment, natural environment, technological
environment.
Unit 2 (8 hours)
International Trade Theories: Mercantilism; Absolute Cost theory, Comparative Cost theory,
Factor endowment theory, International Product life Cycles Theory, International Investment
Theories: Theory of Capital Movements, Market Imperfections theory; Internationalization
Theory; Location Specific Advantage Theory; Eclectic Theory Free Trade: Advantages and
Disadvantages, Forms of Protection: Tariffs, Subsidies, Import Quotas, Voluntary Export
Restraints, Administrative Policy, Anti-dumping Policy
Unit 3 ( 8 hours)
International Marketing: Nature & significance, International Marketing Orientations,
International Segmentation, International Product Life Cycle International HRM: International
Staffing Approaches, Expatriate Management, International Labor Relations.

Unit 4 (6 hours)
Foreign Exchange Determination Systems: Basic Concepts Relating to Foreign Exchange,
Various types of Exchange Rate Regimes, Factors Affecting Exchange Rates, Brief History of
Indian Rupee

Unit 5 (6 hours)
International Institutions: Objectives and Functions of WTO, IMF, IBRD, UNCTAD,
Regional Economic Integration: Introduction, Levels of Economic Integration, Objectives and
Functions of EU, NAFTA, ASEAN, SAARC, BRICS

MBA MAIN Page 21

 COURSE OUTCOMES
Course Outcomes (CO) Learning Levels as per Bloom’s
Taxonomy for Evaluation and
Assessment
CO 1: To get an overview of the key Knowledge (K2)
issues and concepts of International Comprehending (K3)
Business.
CO 2: Understand how and why the Comprehending (K 3)
world’s countries differ.
CO 3: Understand the monetary Comprehending (K 3)
framework in which international Knowledge ( K 2)
business transactions are conducted .
CO 4: Understand the role of Knowledge ( K 2)
International Organizations and Evaluating ( K7)
Regional Trade blocks
CO 5: Implement the decisions for Evaluating ( K7)
international operations in a superior Applying ( K 4)
manner

Suggested Readings:

1. 1.Joshi, R M : International Business, OUP

2. Hill - International Business, McGraw-Hill2.Cherunilam F- International Business: Text
and Cases, PHI
3. Ehud Manipaz and Shiv S. Tripathi, International Business, SAGE Publishing India
4. Aswathappa- International Business, McGraw-Hill
5. Cherunilam, F - International Trade and Export Management, Himalaya
6. Daniels - International Business (Pearson).
7. Sinha Yashwant & Srivastava Vinay K , The Future of Indian Economy: Past reforms
and challenges ahead, Rupa India
Websites: www.ibef.org www.cia.gov.in

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EXPORT IMPORT DOCUMENTATION

Code: KMBN IB02

Course Credits: 3 Teaching Hours: 36 Hrs
Corse Objectives:
1. The basic objective of this course is to provide to the country a steady stream of competent young
men & women with the necessary knowledge, skills and foundations for acquiring a wide range
of rewarding careers into the rapidly expanding world of Import & Export Management
2. To promote basic understanding on the concepts of export & import documentations to enable
them to realize

Unit 1 Introduction (8Hrs)

Introduction to exports, Registration process, Selection of products and market Payment
terms, Export costing and pricing, Preliminaries for exports. Registration – IEC, RCMC, EPC,
Central Excise. (BCMC changed to RCMC) Categories of Export, Physical – Direct &
Indirect, Deemed Exports Merchant& Manufacturer Exports

Unit 2 (8Hrs)
Shipment procedures, Role of clearing and forwarding agent, Cargo management
Containerization, Shipping documents and terms used in shipping, Export Procedures Excise
clearance for exports, Marine insurance of Export cargo Shipment goods, Quality and Pre
Shipment inspection, EGC Services, GSP rules of origin
Unit 3(8Hrs)

Meaning and importance of letter of credit, Documentation papers of L/CEXPORT incentives,

risk and insurance, Benefits of Exports, excise clearance Benefit / Rebate, Income Tax Benefit ,
(IPRS is discontinued), Shipment & Transport – Sea, Air, Rail, Road, Pipeline, Role of overseas
agent & remittance of commission.

Unit 4 (8 Hrs)
The organization of exports –imports firms and business planning, planning of export/import
operations. Import procedures Overview of various export promotion schemes Duty Drawback-
Advance License, (Replenishment Licenses, Special Interest License is discontinued), Remission
Scheme, DEPB Scheme
Unit 5 ( 4Hrs)
Export Promotion Capital Goods Scheme. Diamond & Jewelry, Agricultural & Pharmaceutical
product exports promotion, scheme. Export of Principal Commodities in India, SEZ,
EHTP,STP& EOU’s, Types of Export Houses. (Free trade zones have been changed to SEZ)
COURSE OUTCOME
S.No Course outcomes Learning Levels as per Bloom’s
Taxonomy for Evaluation and
Assessment
Co1. Identify the process of Registration process, Knowledge (k1)
Payment terms, Export costing and pricing.

Understand (k2)
Co2 Interpret the process of Shipment
procedures, & summarize the various
documents used in Shipping,

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 MBA MAIN SYLLABUS 2021-22
Understand (k2)
Co3 Classify the concept ofvarious incentives,
benefits&risk involved in shipping process

Understand (k2)
Discuss the various business planning Import
Co4
procedures&various export promotion
schemes
Apply (k3)
Co5
Demonstrate the various export promotion
schemes &Types of Export Houses.

Suggested Readings

1. Ram Singh, Export and Import Management, 2021, SAGE Publishing

2. C RamagopaL, Export import Policy Procedure & Documentation ,Newage publisher
3. Kiran rai Usha,Export import & logistics management--,Eastern economy edition
4. Singh, ram,Internationa trade Logistics , Oxford publishing house.
5. New Import Export Policy - Nabhi Publications
6. EXIM Policy & Handbook of EXIM Procedure – VOL I & II
7. A Guide on Export Policy Procedure & Documentation– Mahajan
8. How to Export – Nabhi Publications
9. Export Management – D.C. Kapoor

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 MBA MAIN SYLLABUS 2021-22

Specialization Group: Information Technology(IT)

DATA ANALYTICS FOR BUSINESS DECISIONS

Code: KMBN IT01
Course Credit: 3 Contact Hours: 36 hours

Course Objectives:
1. Understanding the Role of Business Analyst and Data Science in business.
2. Understanding the basic concept of data management
3. To understand the basic concept of R programming
4. To understand the application of business analysis.
5. Understanding the basic concept of Data Science Project Life Cycle.

Unit 1: (4 Hrs.)
Introduction: What is business analytics? Historical Overview of data analysis, Data
Scientist vs. Data Engineer vs. Business Analyst, Career in Business Analytics, What is data
science, Why Data Science, Applications for data science, Data Scientists Roles and
Responsibility

Unit 2: (8 Hrs.)
Data Analysis: Data Collection, Data Classification, Data Management, Big Data
Management, Organization/sources of data, Importance of data quality, Dealing with noisy
data, Dealing with missing or incomplete data, Outlier Analysis, Methods to deal outlier, Data
Visualization

Unit 3: (8 Hrs.)
Data Science Project Life Cycle: Business Requirement, Data Acquisition, Data Preparation,
Hypothesis and Modeling, Evaluation and Interpretation, Deployment, Operations,
Optimization

Unit 4: (8 Hrs.)
Introduction to R and Visualization of Data: R graphical user interfaces, data import and
export, attribute and data types, descriptive statistics, exploratory data analysis, visualization
before analysis, analytics for unstructured data. Visualization of Categorical Data in R: Bar
Chart Simple, Bar Chart with Multiple Response Questions, C olumn Chart with two-line
labeling, Column chart with 45o labeling, Profile Plot, Dot Chart for 3 variables, Pie Chart and
Radial Diagram, Chart Tables.

Unit 5 (8 hrs.)
Application of Business Analysis: in Retail Analytics, Marketing Analytics, Financial
Analytics,Healthcare Analytics, Supply Chain Analytics.

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COURSE OUTCOME
Course Outcome Learning Levels as per Bloom’s Taxonomy
for Evaluation and Assessment
CO1. Understand the basics of business analysis Knowledge (K2)
and Data Science
CO2. Understand data management and handling Comprehending (K3)
and Data Science Project Life Cycle
CO3. Understand the data mining concept and its
Applying (K4)
techniques
CO4. Understand and Analyzing machine learning Analyzing (K5)
concept
CO5. Understand the application of business
Applying (K4)
analysis in
different domain

Suggested Readings:

1. Essentials of Business Analytics: An Introduction to the methodology and its application,

Bhimasankaram Pochiraju, SridharSeshadri, Springer
2. Business Analytics : Albright & Winston, Cengage
3. Business Analytics, Tanushri Banerjee & Arindam Banerjee, SAGE Publishing
4. Introduction to Data Science, Laura Igual Santi Seguí, Springer

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AI AND MACHINE LEARNING FOR BUSINESS

Code: KMBN IT02
Course Credit: 3 Contact Hours: 36 hours

Course Objectives:

1. To understand the need of Machine Learning & Statistics for solving various problems
2. To understand the basic concepts of Supervised and Unsupervised learning.
3. To apply regression analysis on the data available.
4. To design appropriate machine learning and apply on real world problems
5. To optimize different Machine Learning & Deep Learning Techniques

UNIT 1 Artificial Intelligence for Business Planning (4 Hours)

Introduction and Data sources for AI, Knowledge acquisition, Knowledge representation, History of
ML, Framework for building ML Systems-KDD process mode, Introduction of Machine Learning
Approaches – (Artificial Neural Network, Clustering, Reinforcement Learning, Decision Tree Learning,
Bayesian networks, Support Vector Machine, Genetic Algorithm), Issues in Machine Learning, Data
Science Vs Machine Learning.

UNIT 2; Supervised Learning and Applications (8 Hours)

Supervised Learning: Introduction to classification, Linear Regression, Metrics for evaluating linear
model, Multivariate regression, Non-Linear Regression, K-Nearest Neighbor, Decision Trees, Logistic
Regression, Support Vector Machines, Model Evaluation, Applications of supervised learning in
multiple domains Application of supervised learning in solving business problems such as pricing, customer
relationship management, sales and marketing.
UNIT 3: Unsupervised Learning algorithms (8 Hours)
Unsupervised Learning: Clustering, Hierarchical clustering, Partitioning Clustering- K-mean clustering,
Density Based Methods DBSCAN, OPTICS, Applications of unsupervised learning in multiple
domains, Association rules: Introduction, Large Item sets, Apriori Algorithms and applications
UNIT 4: Artificial Neural Networks & Deep Learning (8 hours)
Perceptron model, Multilayer perceptron, Gradient descent and the Delta rule, Multilayer networks,
Backpropagation Algorithm,
DEEP LEARNING - Introduction, concept of convolutional neural network, Types of layers –
(Convolutional Layers, Activation function, pooling, fully connected), Concept of Convolution (1D and
2D) layers, Training of network, Recent Applications
UNIT 5: Reinforcement Learning– (8 Hours)
Introduction to Reinforcement Learning , Learning Task, Example of Reinforcement Learning in
Practice, Learning Models for Reinforcement – (Markov Decision process , Q Learning - Q Learning
function, Q Learning Algorithm), Application of Reinforcement Learning, Introduction to Deep Q
Learning.
Suggested Readings

1. Artificial Intelligence for Business Leaders: Ajit Kr. Jha

2. Machine Learning in Business: John C. Hull
3. An Introduction to Statistical Learning with Applications in R : James, G., Witten, D., Hastie,
T., Tibshirani, R. (Springer)

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 MBA MAIN SYLLABUS 2021-22

4. Artificial Intelligence Business Applications: How to Learn Applied Artificial Intelligence and
Use Data Science for Business. Includes Data Analytics, Machine Learning for Business and
Python : William J Ford
5. AI and Machine Learning: Was Rahman, SAGE Publishing India

At the end of course, the student will be able to:

Course Outcome (CO) Learning Levels as per Bloom’s Taxonomy

for Evaluation and Assessment
To understand the need of Machine K1 (Remember)
CO1 Learning & Statistics for solving various K2(Understand)
problems.
To understand the basic concepts of K1 (Remember)
CO2 Supervised and Unsupervised learning. K3(Apply)

To apply regression analysis on the data K2(Understand)

CO3 available. K3 (Apply
To design appropriate machine learning K2(Understand)
CO4 and apply on real world problems K3 (Apply
To optimize different Machine Learning & K3 (Apply)
CO5
Deep Learning Techniques

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