KLEF CENTRE FOR DISTANCE & ONLINE EDUCATION

MBA PROGRAM STRUCTURE& SYLLABUS

(ENTREPRENEURSHIP)

Code Course Name L T P S CR

SEMESTER I
1 23MB51C0O Quantitative Methods 3 0 0 0 3
2 23MB51C1O POM &Organizational Behaviour 3 0 0 0 3
3 23MB51C2O Business Economics 3 0 0 0 3
4 23MB51C3O Financial and Management Accounting 2 1 0 0 3
5 23MB51C4O Marketing management 3 0 0 0 3
Business Environment (National and
6 23MB51C5O International) 3 0 0 0 3
7 23MB51C6O Business Legislation 3 0 0 0 3
8 23UC2109O Logical Thinking skills for Managers 0 0 4 0 2
SEMESTER II
9 23UC1203O Design Thinking and Innovation 0 0 4 0 2
Introduction to Business analysis & R
23MB52C1O
10 Programming 3 0 2 0 4
11 23MB52C2O Business Research Methodology 4 0 0 0 4
12 23MB52C3O Human Resource Management 3 0 0 0 3
13 23MB52C4O Financial Management 2 1 0 0 3
14 23MB52C5O Operations management 3 0 0 0 3
15 23MB52C6O Information systems & ERP 3 0 0 0 3
16 23UC2107O Professional Skills for Managers 0 0 4 0 2
SEMESTER III
17 23MB61C0O Strategic Management 3 0 0 0 3
18 23MB61C2O Entrepreneurship & Family Business 3 0 0 0 3
19 ELECTIVE 1 3 0 0 0 3
20 ELECTIVE 2 3 0 0 0 3
21 ELECTIVE 3 3 0 0 0 3
22 ELECTIVE 4 3 0 0 0 3
23 Sectoral Elective 1 3 0 0 0 3
SEMESTER IV
23MB62C0O Leadership in Organisations 3 0 0 0 3
24 23MB62C1O Business Ethics & Corporate Governance 3 0 0 0 3
25 ELECTIVE 5 3 0 0 0 3
26 ELECTIVE 6 3 0 0 0 3

1
27 ELECTIVE 7 3 0 0 0 3
28 ELECTIVE 8 3 0 0 0 3
29 Sectoral Elective 2 3 0 0 0 3
30 23MB6lE8O Management Research Project 0 0 12 0 6

ENTREPRENEURSHIP COURSES

Course Name
Technology Innovation,
23MB61E1O
Product Development & Prototyping 3 0 0 0 3
23MB61E2O Entrepreneurial Ecosystem 3 0 0 0 3
Theories & Models of Techno
23MB61E3O
Entrepreneurship 3 0 0 0 3
Start-up Law, Ethics and Environment in
23MB61E4O
India. 3 0 0 0 3
23MB61E5O Digital Marketing for Innovations 3 0 0 0 3
Managing Operations for Technological
23MB62E1O
Innovations in Start-ups 3 0 0 0 3
23MB62E2O Entrepreneurial Leadership 3 0 0 0 3
23MB62E3O Corporate and Social Entrepreneurship 3 0 0 0 3
23MB62E4O Venture Financing & Management 3 0 0 0 3
23MB62E5O Buying and selling a small business (M & A) 3 0 0 0 3

SECTORAL BANKING
Code Course Name
23MB61B0O Overview of Banking 3 0 0 0 3
23MB62B1O Banking Service Operations 3 0 0 0 3

RETAILING

Code Course Name

23MB61R0O Overview of Retailing 3 0 0 0 3
23MB62R1O Management of Retail Operations 3 0 0 0 3

HEALTHCARE & HOSPITALITY MANAGEMENT

Code Course Name

23MB61D0O Overview of Healthcare Management 3 0 0 0 3

2
23MB62D1O Management of Healthcare Operations 3 0 0 0 3

INFORMATION TECHNOLOGY

Code Course Name

23MB61I0O IT Enabled Services 3 0 0 0 3
23MB62I1O Marketing of Software Solutions 3 0 0 0 3

RURAL & AGRICULTURAL MARKETING

Code Course Name

Overview of Agriculture & Rural Sectors in
23MB61G0O India 3 0 0 0 3
Management of Agricultural & Rural
23MB62G1O Development in India 3 0 0 0 3

PHARMACEUTICAL MARKETING

Code Course Name

23MB61P0O Pharmaceutical Marketing Management 3 0 0 0 3
Advanced Pharmaceutical Marketing
23MB62P1O Management 3 0 0 0 3

ENTERTAINMENT

Code Course Name

23MB61E0O Introduction to Entertainment Industry 3 0 0 0 3
23MB62E1O Digital Marketing in Entertainment 3 0 0 0 3

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 23MB51C0O– QUANTITATIVE METHODS

Course Code 23MB51C0O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 1
Identify the source of a quantifiable problem, recognize the 3
issues involved and produce an appropriate action plan.
2 1
Translate a problem into a simple mathematical model to 3
allow easier understanding and to aid problem solving
3 1
3
Employ R Programming software to solve problems
4 6
Calculate and interpret numerous statistical values and 3
appreciate their value to the business Manager.
Probability and Sampling, Introduction to R Programming.Sampling, Estimation, Correlation and
Regression, Time series analysis, Index Numbers.

SYLLABUS
Probability and Sampling: Definitions and rules for probability, conditional probability independence of
events, Bayes’ theorem, and random variables. Probability distributions: Binomial, Poisson and Normal
distributions.Introduction to R Programming.Sampling: Introduction to sampling, Basic Concepts, Types
of Sampling. Sampling distributions, sampling distribution of mean and proportion, application of Central
Limit Theorem.determining the sample size. Estimation: Point and Interval estimates for population
parameters of large sample and small samples. Hypothesis testing: one simple and two sample tests for

4
means and proportions of large samples (z-test), one sample and two sample tests for means of small
samples (t-lest),F-test for two sample standard deviations. ANOVA one and two way.Chi-square test for
single sample standard deviation.Chi-square tests for independence of attributes and goodness of fit. Sign
test and Rank Test. Correlation and Regression: Meaning, Types of Correlation, measurement: graphic
and algebraic, Scatter Plot, Pearson Correlation Coefficient, Rank Correlation: Spearman’s Rank
Correlation. Testing the significance of correlation coefficient. Regression: Meaning, Types. Estimating
the regression coefficients. Testing the significance of regression coefficientsIndex Numbers and Time
Series Analysis: Time series analysis: Meaning and Components of Time Series. Variations in time
series, Smoothing Methods: trend analysis, cyclical variations, seasonal variations and irregular
variations. Index Numbers: Unweight and Weighted Index numbers.

RECOMMENDED TEXTBOOK(S):

1. Levin R.I. and Rubin D.S., Statistics for Management. 8 thedn.Pearson Education..
2. Amir D Aczel and jayavel Sounder Pandian: Complete Business Statistic, 7e , McGraw Hill

REFERENCE BOOKS:

1. Anderson, Sweeny, Williams: Statistics for Business and Economics, 9e

2. Venables, W.N ; Introduction to R Programming, CRAN

23MB51C1O: POM &ORGANIZATIONAL BEHAVIOR

Course Code 23MB51C1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Ability to manage people with an understanding of Individual 3

2
behavior.
2 Ability to manage people with an understanding of the 5
2

5
 attitudes, motivation and learning on individual behaviour .

3 Ability to manage groups with an understanding of the Group 3,5

2
behavior and leadership.
4 Ability to perceive organizational culture and implement 5
2
organization Change and Development interventions.

Introduction to organizational behavior, foundations of individual behavior, perception, theories of

motivation, Attitudes, Learning, Groups, leadership, Nature and cultural functions, organizational
development.

SYLLABUS
Introduction to Organizational Behavior– : Evolution of management thought, five functions of
management, Evolution of OB. models of OB (Autocratic, Custodial, Supportive, Collegial and SOBC),
Importance of Organizational Behavior, Foundations of Individual Behavior: Personality- Personality
determinants; Personality traits: MBTI – The Big Five Model, Major personality attributes influencing
OB; Psycho-Analytic Theory – Johari Window – Values – Types of Values; Perception- Perceptual
process; Factors influencing Perception; perceptual distortion; Linkage between perception and individual
decision making Theories of Motivation – Hierarchy Needs Theory – Two-Factor Theory –
Expectancy Theory; Applications of Motivation; Attitudes – Source of attitudes; Types of Attitudes,
Attitudes and consistency – Cognitive Dissonance theory. Learning- Theories of learning; Principles of
learning;Foundations of Group Behavior: Groups – Nature of groups; Types of groups; Stages of Group
Development; Group Cohesiveness; Group Decision-Making; Leadership – Nature; Theories of
leadership: Trait Theories, Behavioral Theories and Contingency Theories; Conflict Management-
Transactions in conflict thought; Functional versus Dysfunctional conflict; The Conflict process; Conflict
Management. Stress – Causes and consequences of stress; Stress management.Organizational Culture and
Change Management: Nature; Culture’s Functions; Creating and sustaining Organizational Culture;
Forces for change ; Resistance to change; Approaches to Managing Organizational Change – Lewin’s
Model – Kotter’s Plan for Implementing Change; Organizational Development – Techniques of
organizational development.

RECOMMENDED TEXTBOOK(S):

1. Robbins, Stephen, Timothy, A &Vohra, N. “Organizational Behavior”, 14th Ed., Pearson

Education. 2012.
REFERENCE BOOKS

1. Mc Shane & Von Glinow, “Organizational Behavior”, 7 th Ed. McGraw Hill Publications, New
Delhi, 2014
2. Fred Luthans, Organizational Behaviour, 12th Ed., Prentice Hall, 2011.
Jerald Greenberg & Robert A Baron, Behavior in Organizations, 9 th Ed., Printice Hall India, 2010.

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23MB51C2O: BUSINESS ECONOMICS

Course Code 23MB51C2O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Apply the intuition for analyzing economic problems from a 3,4

Managerial perspective in an organizational & business
3
context. use the basic tools that structure the
microeconomic problems for optimal decision making.
2 Analyze the theory of demand, forecast and estimation of 3
4
demand for managerial decision-making.
3 Analyze different types of competition that 4
4
existingexternalEnvironment.
4 Analyze the Macro Economic Environment of the 4
4
Organization
Introduction to economics and managerial decision making, demand and advertisement analysis,
production function, Market analysis, Macro economic concepts.
SYLLABUS
Introduction: Economics and managerial decision making; Managerial Economics, nature and scope of
Managerial Economics; Tools of Managerial Economics; Risk, Uncertainty and Probability Analysis.
Optimization techniques: Firm Theory: Objectives of the firm; Theory of the growth of the firm :Marris
and Penrose; Role of a Managerial Economist

Demand and Advertisement Analysis: Concept of demand; Determinants of demand, Law of Demand;
Elasticity of demand; Demand estimation and demand forecasting, Demand forecasting for consumer
durables and capital goods. Techniques of demand forecasting. Advertising– Contribution of Economic

7
 Theory: Methods of determining Total advertising budget; Cyclical Fluctuations of Advertising,
Measuring the Economic Effects of Advertising

Production and Cost Analysis: Production functions, Long Run and Short Run Production Functions, The
Cobb- Douglas Production function, Optimum input combination; Cost concepts, Short- run and Long-
run cost functions, Cost curves, Economies of Scale; Introduction to pricing and pricing practices.
Market analysis: Markets, Kinds of Competition; Features of different types of market structures, Price &
Output determination under Perfect competition, Monopoly, Monopolistic competition, Oligopoly;
Monopoly Policy –MRTP,Macro economic concepts: National Income, Measurement of National
Income, Uses of National Income Statistics; Business Cycles, Stages of business cycles; Inflation, Types
of Inflation, Impact of inflation, Measures to over come Inflation.

RECOMMENDED TEXTBOOK(S):

Dominick Salvatore, Managerial Economics, Oxford publications, 2007.

REFERENCE BOOKS

1. H.L.Ahuja, Managerial Economics, McGraw Hill, 2008.

2. Paul G.Keat, Philip K.Y.Young and Sreejata Banerjee, Managerial Economics, Pearson education, 2009.
3. P.L. Mehta, Managerial Economics, S.Chand& Sons, New Delhi, 2007.
4. D.N. Dwivedi ,Managerial Economics, Vikas Publications, New Delhi-2007.
5. G.S.Gupta, Macro Economics – Theory and Applications, The McGraw – Hill Companies, 2008

8
23MB51C3O: FINANCIAL AND MANAGEMENT ACCOUNTING

Course Code 23MB51C3O

L-T-P 2-1-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 To understand the accounting process in business. 1 2

2 To gain a knowledge on application of concepts and 6
2
principles in preparing
3 To evaluate the tactical decisions of middle level managers 1
5
relating to cost and management accounting
4 To analyze the financial statements and evaluate the 6
4
decisions for better investment.
Financial accounting, journal, ledger, ratio analysis, formats, marginal costing.
SYLLABUS
Financial Accounting: Accounting: Book keeping – Users of Accounting information – Classification of
Accounting – Accounting concepts and conventions – Accounting standards and GAAP – Double entry
system – Journal – Ledger. Trial Balance – Subsidiary Books – Cash Book. Trading and Profit & Loss
Account - Balance Sheet with Adjustments (Problems) - Methods of Depreciation.- Ratio Analysis
(problems); Issue of shares (entries) Companies Financial Accounts as per schedule 6 part I & Part II.
Formats: Banking Accounts , Insurance Accounts and Electricity Accounts. Marginal Costing (Problems)
– Break-even Analysis (Problems).

RECOMMENDED TEXTBOOK(S):

9
 1. Libby, Financial Accounting, 6e Tata McGraw Hill, Delhi.

REFERENCE BOOKS

1. Horngren,HarrisonJr.Oliver, “Financial & Management Accounting by PHI

2. Colin Drury,”Cost& Management Accounting “ by Cengage Publishing
3. Horngren,HarrisonJr.Oliver, “Financial & Management Accounting by PHI
4. S N Maheshwari, “Accounting for Management”, Vikas Publishing House, 2009

23MB51C4O: MARKETING MANAGEMENT

Course Code 23MB51C4O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Explain the key terms, definitions, and concepts used in the study PO1
of Marketing Management and understand the changing 2
Marketing Environment
2 Apply the knowledge of marketing concepts to strategize the PO1,PO2
3
marketing program regarding product and pricing
3 Apply the knowledge of marketing concepts to strategize the PO1,PO2
3
marketing program regarding promotion and distribution
4 Understand the need for ethics in marketing and the importance PO6
2
of social and green marketing

Overview of marketing, buyer behavior, marketing mix, pricing decisions, branding, distribution
decisions, digital marketing.

10
SYLLABUS
Overview of Marketing: Core concepts of Marketing; Marketing Orientations & Philosophies; Marketing
Environment; Buyer Behavior; Marketing Planning Process; Consumer value and satisfaction;
Identification and Analysis of Competitors. Market Segmentation, Targeting and Positioning
strategies; Marketing Mix; The product; New Product Development; Product Life Cycle; Product Mix
decisions; Branding; Packaging and Labeling. Pricing Decisions; Factors influencing Price – five “C”s;
Pricing Techniques, Tactics &Strategies; Distribution Decisions; Channel alternatives; Choice of
Channel; Channel Management, Channel Dynamics, Managing promotion Mix; Advertising, Personal
selling, Sales Promotion and publicity, Integrated Marketing Communication Marketing Control
techniques;

Marketing Audit; Social Marketing; Green Marketing; Web Marketing, Digital Marketing, Viral
Marketing, Neuroscience Marketing.

RECOMMENDED TEXTBOOK(S):

1. Philip Kotler - Principles of Marketing – 15th Edition, 2014, Prentice Hall, New Delhi.

REFERENCE BOOKS

1.V. S. Ramaswamy and S. Namakumari- 3rded.Marketing Management, Prentice Hall, New

Delhi.

2. Kotler and Keller, Marketing Management, 13th Edition, PHI New Delhi

3. Etzel, walker, Stanton and Pandit, Marketing: Concepts and Cases, TMH – New Delhi

4. Philip Kotler & Gary Armstrong - Marketing Management, Prentice Hall

5. Case Studies in Marketing - Indian context - R. Srinivas, TMH, New Delhi

6. Marketing Management – RajanSaxena, TMH, New Delhi

11
 23MB51C5O: BUSINESS ENVIRONMENT

Course Code 23MB51C5O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Outline various components of Business Environment. 2 2

2 Recognize, distinguish, paraphrase and explain the impact 2
2
of business environment on business activities.
3 Understand the role of regional economic integration and 3
2
political integration.
4 Apply Cognitive knowledge of global issues, to 3
3
internationalize business.
Introduction to Business Enviornemnt, Economic environment, Women and business, international
business environment, international trade, theories and institutions.
SYLLABUS
Business Environment Introduction: Concepts, Significance and Nature of Business Environment;
Elements of environment: Internal and External; Techniques of Environmental Scanning and Monitoring,
Economic Environment of Business: Significance and Elements of Economic Environment; Economic
Systems, Economic Planning in India; Government Policies: Industrial & licensing Policy, Monetary
Policy, Foreign Trade Policy, Fiscal Policy - GST; Demonetization; Competition Act, FEMA, Consumer
Protection Act. An overview of Globalization, International business environment factors: The cultural
environment; Political Environment & Legal Environment; International Institutions: World Bank, WTO,
IMF, Govt. influence on trade &investment. Regional blocks, Cross national co-operation agreements-
Tariff & Non-tariff barriers, EU, Modes of entry, Post-Covid effects on global business environment.

RECOMMENDED TEXTBOOK(S):

12
1. Justin Paul, Business Environment Text and Cases, 3e TMH.
2. Charles W Hill, International Business, 2012, McGraw-Hill,NewDelhi.

REFERENCE BOOKS:

1. ShaikSaleem, Business Environment, 2E, Pearson, 2010

2. Fernando, Business Environment, IE, Pearson, 2011
3. Misra S. K &Puri V. K, Economic Environment of Business, 6E, Himalaya publishing house, 2010.
4. Justin & Paul, International Business, 2005 Prentice Hall, New Delhi
5. Francis Cherunilam, International Business, Fourth edition 2014, Prentice-Hall of India private ltd,
New Delhi.
6. John D Daniel et.al., International Business- Environments & Operations, 14th ed. Pearson Education,
7. P Subbarao, International Business, 2006, Himalaya Publications, New Delhi.

23MB51C6O: BUSINESS LEGISLATION

Course Code 23MB51C6O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Apply core concepts in the legal structure of business. 1 3

2 The student will be able to interpret the main statutory provisions 6
2
relevant to the business organization.
3 The student will be able to identify and explain the legal issues 6
arising in some of the main day to day dealings of the business 2
organization and provide advice or remedy for those issues.
4 The student will be able to provide advice or remedy forthose 6
4
legal issues.

Law of contract, sale of goods act 1930, the negotiable instruments act, 1881, company law.

13
SYLLABUS
Law of Contract: Importance of Contract Act; Meaning and kinds of Contract; Essentials of a Contract;
Performance of contract; Discharge of contract; Quasi Contracts. Special Contracts - Indemnity and
Guarantee, Bailment and Pledge, Agency. Sale of Goods Act 1930: Sale and Agreement to Sell;
Conditions and Warranties; Transfer of Property; Rights of Unpaid Seller. Indian Partnership Act 1932 -
Meaning and Scope; Formation of Partnership; Registration of partnership; Kinds of partners; Rights,
Duties and Liabilities of partners. Other business related laws: Salient features of Consumer Protection
Act, Labour related laws, Cyber Law, Competition Law,The Negotiable instruments Act, 1881: Meaning
of Negotiable Instrument; Types of negotiable instruments; parties to negotiable instruments; Negotiation
(Endorsement and kinds of endorsement); Dishonour of negotiable instruments; Discharge and modes of
Discharge of negotiable instruments. Company Law; Definition and characteristics of a company; Kinds
of companies; Formation and advantages of incorporation of a company; Memorandum of Association;
Articles of Association; Prospects; Directors powers and liabilities; Kinds of meetings; Winding up of a
company.

RECOMMENDED TEXTBOOK:

N.D Kapoor, Business Law – Sultan Chand & Sons.

REFERENCE BOOKS:

1 R.C. Chawla& KC Garg – Mercantile and Industrial Law, Kalyani Publishers.

2. Gulshan SS, Business Law, Excel Books

3. Avatar Singh – Principles of Mercantile Law, Eastern Book Company

4. Gulshan&G.K.Kapoor, Business Law, New Age Publications

5. Related Bare Acts

23UC2109O: Logical Thinking Skills for Managers

L-T-P-S: 0-0-4-0 Credits: 2 Prerequisite: Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO No Course Outcomes PO BTL

CO1 Apply the concepts of mathematical principles besides logic and basic mathematical
formulae to solve word based situational challenges. 2 2

CO2 Formulate the particulars of commercial math with logical tricks. 3 2

14
CO3 Estimate inductive reasoning, to categorize the rules-set from a given list of observations
and relate them to predict the conclusions according to the given conditions. 3 2

CO4 Differentiate assumptions and arguments in critical reasoning. 2 2

Syllabus

Numbers- Divisibility Rules, Units Digit, Remainders, LCM & HCF, Simplification, Square
roots & Cube Roots, Decimals & Fractions, Problems On Ages, Ratio & Proportion, Partnership,
Averages & Alligations. Percentages, Profit & Loss, Simple & Compound Interest, Time &
work, Problems on Pipes, Speed, Distance & Time, Problems on Trains, Boats & Streams, Data
Interpretation

Clocks, Calendars, Number & Letter Series and Analogy, Coding-Decoding, Odd Man Out,
Blood Relations, Direction Sense,Puzzle Test. Syllogisms, Cubes, Cuboids & Dices, Logical
Venn Diagrams, Number, ranking and time sequence test,Data Sufficiency, Statement &
Conclusions, Statements & Assumption

Textbooks

1. Logical Reasoning, Arun Sharma, McGraw Hill.

2. Quantitative Aptitude Quantum CAT by Sarvesh K Verma, Arihant Publications

3. Quantitative Aptitude for CAT by Arun Sharma, Mc Graw Hill Education

4. Analytical & Logical Reasoning, Peeyush Bhardwaj, Arihant Publications.

Reference Books:

1. Quantitative Aptitude by R.S. Agarwal, SCHAND Publications.

2. A Modern Approach to Verbal Reasoning by R.S. Agarwal, SCHAND Publications.

23UC1203O: DESIGN THINKING AND INNOVATION

Course Code 23UC1203O

L-T-P-S 0-0-4-0

Credits 2

Contact Hours 4

15
Pre requisite Nil

Syllabus:

Design thinking an overview, Design Thinking for Contextualized Problem-Solving: Problem

Selection/Definition Need for Cultural Relevance (Time, Space, and Environment). Empathy:
definition, Empathic research: framing interview questions, focus groups, procedure to conduct
skilled interviews, Insights from Empathetic research, Define: Developing user personas,
nuggets from insights, laying customer journey maps, POV statements and POV questions to
define user needs. Ideate: Techniques to generate, shortlist and evaluate Ideas: Rapid Estimation
form and Solution concept form. Prototyping and Testing: Products vs. Services, Rough
Prototypes, Testing Techniques, User Experience High-Fidelity Prototypes Entrepreneurial
Innovation: Innovation Management, Business Model Basics, Financial Estimation, Pitch Decks,
IPR Considerations.

Text Books:

1. David Lee: Design Thinking in Classroom. Ulysses Press: 2018

2. The Art of Innovation Lessons in Creativity from IDEO, America's Leading Design Firm
by Tom Kelley: 2001

Reference Books:

1. Michael Lewrick, Patrick Link & Larry Leifer: The Design Thinking Play Book. Wiley
Press: 2018

23MB52C1O: INTRODUCTION TO BUSINESS ANALYSIS AND R PROGRAMMING

Course Code 23MB52C1O

L-T-P 3-0-2

Credits 4

Contact Hours 3

16
 Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Ability to make data driven decisions 2,4 3

2 Using R to input and output data 5,6 3
3 Generating Descriptive Statistical Reports 5,6 4
4 Data Visualization and story telling 5,7 4
Business analytics, introduction to R programming, SPSS, Testing of Hypotheses with R, data
visualization.
SYLLABUS
Business Analytics – Definition, Market, Trends and People- The Paradigm Shift from Data to Insight
and from Business Intelligence to Business Analytics – Categorization of Business Analytics:
Descriptive, Predictive and Prescriptive Analytics.Introduction to R programming, Basic Features of R
Studio. Variables, operators and Data Structures in R, Functions in R - Getting familiar with R data sets-
Creating R data sets- Reading data files into R - Excel, txt, SPSS, SAS, html.

Object Oriented Programming in R -Assigning variable attributes- changing variable attributes – Basic
Statistical functions; Looping functions in R. Testing Hypotheses with R : T-test, ANOVA, Chi-Square
Test,Data Visualization - What and Why? - Telling Stories with Data. Visualizing Relationship- Spotting
Differences – Visualizing time series data.

RECOMMENDED TEXTBOOK(S):

1. Michael Crawly, The R Book, 2nd Ed, John Whiley (2012)

2. Peter Dalgaard , Introductory Statistics with R, Springer(2008)
3. U Dinesh Kumar, Business Analytics, Wiley (2017)
REFERENCE BOOKS

1. Robert Kobacoff , R in Action, Manning, 2ed,

2. SandeepRaksht, R programming for Beginners(2017), Amazon

17
 23MB52C2O: BUSINESS RESEARCH METHODOLOGY

Course Code 23MB52C2O

L-T-P 4-0-0

Credits 4

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand and independently apply the research process to 7

business problems. 2

2 Evaluate different statistical methods that are applicable to 7

specific research problems. 5

3 Take data driven business decisions. 3

3
4 Analyze organizational data using software packages 3
4

Introduction to scientific Research, Thinking like aResearcher, Scaling of attitudes, Types of data,
introduction to SPSS & R, Descriptive data analysis, report writing.
SYLLABUS
Introduction to Scientific Research: Science and Scientific Research –History of Scientific Research-
Types of Scientific Research – Research process – Defining Research Problem and Development of
Research Hypothesis –Review of Literature: role and methods- Research design – Types - Ethical issues
in Social Research.

Thinking like a Researcher: Unit of study -Study population- Concepts and Variables; Propositions,
Hypotheses and Theories-Levels of measurement of variables: Scaling of attitudes. Reliability and
validity of scales.Data Collection, Processing and Analysis: Plan for data collection; Census Vs
Sampling- Sampling Design -Sample size determination; Types of data; Primary Vs Secondary Data -
Primary Data : media used to communicate with respondents: Questionnaire, Interviews, Observation-
Selection of an appropriate survey research design - Data Processing Editing, Coding, Classification and

18
Tabulation of data- Introduction to SPSS& R. Explorative Data analysis: Graphs and Diagrammatic
presentation of data :Descriptive data analysis: Univariate and Bivariate Data Analysis-Confirmative Data
Analysis - Stating hypothesis and hypothesis testing Report Writing: steps in report writing, Mechanics of
report writing, precautions in research reporting.

RECOMMENDED TEXTBOOK:

William G. Zikmund : Business Research Methods, 8th edition, 2010,Cengage Learning.

REFERENCE BOOKS

1..AlanBryman and Emma Bell : ‘Business Research Methods, Third Edition, 2011, OUP.

2.Donald R. Cooper, Pamela S. Schindler: Business Research Methods, 8/e, TMH, 2009.

3.C.R Kothari: Research Methodology: Methods & Techniques, 2/e, VishwaPrakashan, 2009.

4.Moser and Kalton : Survey Methods in Social Investigation, Second edition, ELBS.
5.Gaur: Statistical Methods for Practice and Research, Sage Publication,2009.
6.DipakKumar.Bhattacharya: Research Methodology, Excel Books, 2009)

23MB52C3O: HUMAN RESOURCE MANAGEMENT

Course Code 23MB52C3O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

19
 1 Integrated perspective on role of HRM in modern business 3 2
2 Competency to recruit, train, and appraise the 5
3
performance of employees
3 Rational design of compensation and salary administration 3,5
3
and ability to handle employee issues
4 Ability to understand and interpret emerging trends in HR 5 3

Introduction, manpower planning, HR process, Recruitment and selection, governance,

Grievance, trade unionism, trends in HRM.

SYLLABUS
Introduction: Importance and Functions, Scope of HRM, Human Resource Management in a changing
environment; Manpower Planning: Manpower planning process, Job Description and Job specification,
Job analysis and Job design; Techniques of Job design. Manpower Planning: Manpower planning process,
Job Description and Job specification, Job analysis and Job design; Techniques of Job design.HR
Processes: Employee Selection and Development - Recruitment, Selection and Induction, Training and
Development, Performance Appraisal. Compensation Planning- Employee Compensation, Job evaluation,
Employee Benefits and Welfare,Compensation and Salary Administration. Governance: Integration and
Separation- Employee Discipline, Suspension, Dismissal and Retrenchment; Employee Grievance
Handling, Trade Unionism, Collective Bargaining, Industrial Democracy.New Trends in HRM: HRM in
India, HRM in International Firms, talent management, HR Accounting, HR Audit, HRIS

RECOMMENDED TEXTBOOK(S):

Dessler, Human Resource Management, Pearson Education, Eleventh edition, New Delhi, 2011.
REFERENCE BOOKS

1. Raymond Andrew Noe, John R. Hollenbeck, Barry Gerhart, Patrick M Wright, Human Resource
Management, 8th Ed., The McGraw Hill Pub, 2012
2. Louis &Gomitz Mejia et. al: Managing Human Resources, 7th Ed., Pearson Education, 2011.

23MB52C4O: FINANCIAL MANAGEMENT

Course Code 23MB52C4O

L-T-P 2-1-0

20
 Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 To gain a knowledge on availability of various sources of 1

2
finance and markets for raising of funds.
2 To evaluate the long term and short term investment 1, 5
5
decisions
3 To Evaluate the financing decisions by using different 5
5
techniques of valuation.
4 To evaluate the dividend Decisions in relation to wealth 5
5
maximization.

Introduction to finance, time value of money, capital budgeting, financial leverage, dividend
decisions, working capital management.
SYLLABUS
Introduction to Finance: Nature and Scope of Financial Management, Goals& Objectives of Financial
Management – Emerging Role of Financial Manager –- organization of finance function--Sources of
Finance-Long Term and Short Term Financing – Time Value of Money.

Capital Budgeting Decisions: Payback Period, Average Rate of Return, Net Present value, Internal Rate
of Return, Profitability Index and Discounted Payback Period .Cost of Capital and Capital Structure:
Capital Structure Theories, EBIT& EPS Analysis – Financial Leverage – Operating Leverage – Specific
Cost of Capital and Weighted Average Cost of Capital. Dividend Decisions ,Dividend Theories–Forms of
Dividend.WorkingCapital Management: Working Capital Management – Determinants - Working Capital
Financing approaches –Estimation of working Capital - Cash Management - Receivables Management -
Inventory Management. (Problems)

RECOMMENDED TEXTBOOK(S):

1. James C. Vanhorne , Financial Management

REFERENCE BOOKS

21
1. Jonathan Berk, Peter Demarzo, Financial Management, Pearson.

2. Prasanna Chandra, Fundamentals of Financial Management, TMH.

3. I. M. Pandey, Financial Management, Vikas Publications

4. ShashiK.Gupta, Financial Management by Kalayani Publications.

22
 23MB52C5O: OPERATIONS MANAGEMENT

Course Code 23MB52C5O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Illustrate the general concepts of overall plant and production 1

2
management using appropriate analysis tools
2 Establish methods for maximizing productivity and 2,3
understand the purpose of setting and attaining high levels of 4
throughput and customer service
3 Optimize the use of resources which include: people, plant, 2,3
4
equipment, tools
4 Make the best use of technology to achieve maximum 1,3
efficiency, especially in the planning and control of 2
operations
Introduction and overview of operations management, operations strategy, project management,
work study and method study, demand forecasting, supply chain management.

23
SYLLABUS
Introduction and Overview-Operations Management Strategy framework-Understanding similarities and
difference among Products, Goods and Services-Historical Evolution of Operations Management-
Changes & Challenges-Product development: Operations strategy- Product Strategy and Integrated
Product Development- Process Strategy- Capacity Planning Decisions- Facilities Location
Strategies.System Design-Facilities Layout and Material Handling Strategy-Group Technology-Flexible
Manufacturing System. Project Management-CPM PERT. Productivity & Quality Tools-Productivity
Concepts-Quality Circle-Kaizen-Value Analysis and Value Engineering – Statistical Quality Control-
Work Study-Method Study &Work Measurement-Learning Curves-Work Sampling-control charts for
Variables and Attributes.Planning and Managing Operations- Demand Forecasting-Supply Chain
Management-Purchasing, Job Sequencing-Transportation problems-Assignment problems,Advanced
Operations Management- Constraint management (TOC-Theory of Constraints) – Computer Integrated
Manufacturing – DSS for Operations Management.

RECOMMENDED TEXTBOOK(S):

1. Norman Gaither and Greg Frazier (2008)-Operations Management, 9th International Student
Edition, South Western, Thomson Learning Inc.
REFERENCE BOOKS:

1. O.P.Khanna, Work Study, DhanpatRai Publications, 2003

2. Chase et al, Production and Operations Management.
3. Everett Adam and Ronald Ebert, Production and Operations Management: Concepts, models
and behavior, 5th edition, 2009.
4. William Stevenson, Operations Management, Tata McGraw Hill Company, New Delhi.
5. Nigel Slack, Stuart Chambers and Robert Johnston, Operations Management, fourth edition,
Pearson

23MB52C6O: INFORMATION SYSTEMS& ERP

24
 Course Code 23MB52C6O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand Foundational concepts of Information Systems & 1
2
ERP
2 Analyze the role of IS & ERP in organizations. 2 4
3 Evaluate the IS structures, Business Models 2 5
4 Evaluate the ERP Implementation Processes and Methodologies 1 6

Business process and management, data and knowledge management, ERP.

SYLLABUS
Business Process and Business Process Management. Information Systems (IS) ; Concept, Definition,
components. Importance of IS in organizations. IS architecture, Managing Information resources.Data
and Knowledge management:Data types, sources, data warehousing, data governance and knowledge
management. Types of IS: Decision Making concept and process, MIS, DSS & ES, Functional
Information Systems, Organizational Information Systems. Competitive advantage with IS. Managerial
support systems, ERP-Introduction; Advantages; ERP and Business – value creation; Integrated
Information Management; Enterprise and ERP, Business modeling; Integrated data model; To ERP or not
to ERP – Strategic Options; Benefits of ERP: Quantifiable, Intangible, Risks: People, process,
Technology, Implementation, Operational and Managerial risks. Introduction to ERP related
technologies; Functional modules of ERP software; Implementation of ERP: Technological, Operational
Business reasons, Life cycle; Implementation methodologies, transition strategies; People involved in
implementation; Success and failure in implementation – factors. Operation and Maintenance of an ERP
system.

RECOMMENDED TEXTBOOK(S):

25
1. Introduction to Information Systems, R. Kelly Rainer Jr. and Casey G. Cegielski, John Wiley and
Sons, Inc. 2011
2. Alexis Leon (2008)- Enterprise Resource Planning, 2nd Edition, Tata Mcgraw Hill publishing
company.
REFERENCE BOOKS:

1. Database Management System : Rajesh Narang, PHI, 2006.

2. Laudon&Laudon , Management Information Systems, Tata Mc-Graw Hill, New Delhi.
3. Gordon, Davis ,Management Information System-, Tata McGraw Hill, New Delhi, 2007.
4. Daniel, E.O' Leary (2002), Enterprise Resource Planning Systems, Cambridge University Press.

26
 23UC2107O: Professional Skills for Managers

L-T-P-S: 0-0-4-0 Credits: 2 Prerequisite: Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO No Course Outcome (CO) PO BTL

Updating grammar concepts and receptive skills to demonstrate in
CO1 placement tests 5 2

Demonstrate intrapersonal in the process of setting the Goal.

CO2 5 2

Distinguishing different styles and forms of writing skills and using

CO3 5 2
them while documenting
Able to present and communicate themselves effectively during
CO4 5 2
discussions.

27
Syllabus:

Critical reading, Tenses, Active and Passive voice, Direct and Indirect speech, Spotting errors, Sentence
completion, and Sentence rearrangement. Introduction to soft skills -Components of Soft Skills,
Character Vs personality, Assertiveness, Building Confidence, Attitude, SWOT, Goal Setting

Writing Skills – Paragraph writing, Product and Process description, speaking from the script, and Report
writing. Time Management, Presentation Skills, Public Speaking, Group Discussion, Leadership, Problem
Solving-Decision Making, Etiquette, Body Language

Textbooks:

1. Objective English for Competitive Examination by Hari Mohan Prasad and Uma Sinha.
McGraw Hill Education, 2017.

2. English Language Communication Skills, Cengage, 2014.

3. Effective Technical Communication by M Ashraf Rizvi, Tata McGraw Hill, 2010

4. Soft Skills by Dr. Alex, S. Chand Publications.

Reference Books:

1. Developing Soft Skills by Robert M. Sherfield, Rhonda J., Patrica J. Moodi;

Cornerstone Publications.

1.

23MB61C0O: STRATEGIC MANAGEMENT

Course Code 23MB61C0O

L-T-P 3-0-0

Credits 3

Contact Hours 3

28
 Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand basic concepts Strategic Management 1 2

2 Learning and developing competitive strategies. 3 3
3 Apply corporate restructuring. 5 3
4 Learning and Understand e business. 6 2

Introduction to strategic management, competitive strategies, value chain, corporate

restructruring, takeover strategics and defenses, the challenges of e-business strategy creation.
SYLLABUS
Introduction to Strategic Management–Evolution of the concept of strategic management – Company
Vision – Mission statements - Components of strategic management – The three levels of strategic
planning – making strategic decisions. Strategic Management Process– Benefits and limitations of
Strategic Management. Company Vision – Mission statements.Competitive Strategies – Cost leadership –
differentiation – focus – other strategic issues – pitfalls of strategies – competitive strategies in different
types of industries – formulation of strategies in an emerging industry – maturing industries – declining
industries. Sustaining competitive advantage – Defining the value chain – the value chain and the buyer
value – competitive scope and the value chain – value chain and the organizational structure. Corporate
Restructuring: Forms of Corporate Restructuring: Expansion, Sell-offs, Turnaround Management, Joint
Ventures and Strategic Alliances, Mergers & Acquisitions, Divestitures and Spin Offs. Takeover
Strategies andDefenses: Kinds of Takeovers, Formulating e–business strategy :The challenges of e–
business strategy creation: Top–down analytical planning, Bottom–up Just–do–it planning, continuous
planning with feedback, – Roadmap to a move a company into e–business:

RECOMMENDED TEXTBOOK(S):

1. Fred R. David, Strategic Management, Prentice Hall, New Delhi, 2010

2. Strategic Management – An Integrated Approach, Charles Hill & Gareth Jones/ Biztantra
REFERENCE BOOKS

1) Hitt/Hoskisson/Ireland, Management of Strategy – Concepts and Cases, CENGAGE Learning, 2009.

2)Making Strategy, Colin Eden & Ackermann / Sage Publications

3)Pearce and Robinson, Strategic Management, McGraw Hill, New York, 2007.

4) Michael Porter, Competitive Strategy, Harvard University Press, New York, 2007.

29
5)ArthurShaplin, Strategic Management, Tata McGraw Hill, New Delhi, 2007.

6)Competing for the Future, Prahalad and Hamel/ TMH

7)Strategic Management, Dr. P Subba Rao/ Himalaya Publishing House.

23MB61C2O: ENTREPRENEURSHIP & FAMILY BUSINESS

Course Code 23MB61C2O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

30
1 Understand and explain the key terms, definitions, and concepts PO1,PO6
used in Entrepreneurship Development and Construct a well- 6
structured business plan
2 Understand and explain the concept of family business and PO1
2
managerial implications of family business and family myths
3 Understand the issues of leadership transition in family business PO3
and apply the knowledge of change management in the family 3
business
4 Understand the schemes and support available for entrepreneurs PO4
from the government and institutional support for 2
entrepreneurial development

Introduction to entrepreneurship, environmental analysis, financing and managing the new

venture, business development dimensions, introduction to family business, institutional support to
entrepreneurship.
SYLLABUS
Introduction to Entrepreneurship: Definition of Entrepreneur, Entrepreneurial traits, Entrepreneurial
Culture, Administrative culture Vs Entrepreneurial Culture; Entrepreneur vs. Manager vsIntrapreneur;
Role of Entrepreneurship in Economic Development; Woman as Entrepreneur. Creating and Starting the
venture: Environmental Analysis - Search and Scanning, Assessment of Opportunities; Business Idea,
Sources of new Ideas, Techniques of generating ideas; The Business Plan: Nature and scope of business
plan, Writing Business Plan, Evaluating Business plans, Using and implementing Business plans.
Financing and Managing the New Venture: Sources of Capital, Venture Capital.Introduction of Family
Business – Conceptual Models of Family firms – Three dimension development Model – ownership
development dimension – Family Developmental Dimensions – Business Developmental Dimensions;
Four Classic Family Business types – Founders and the Entrepreneurial experiences – Growing and
evolving family business – Complexity of family enterprise – Diversity of successions : Different Dreams
and challenges. Narcissism, Envy And Myths In Family Firms Personality types – Managerial
implications of dysfunctional narcissism – importance of individuation – power of envy – role of family
myths and impact of family myths on family business – common personality characteristics of founder –
common defensive structures in founder – maintaining the balance.Leadership Transition Options for
tackling succession problem – inheritance – psychological pressure on new leaders – systematic view of
business family – family system proposition – family scripts and rules – practical example of family
system thinking – diagnosing family entanglements. Transition And Change 10 Lewin‟s idea of change –
model of individual change – major themes in the individual journey towards change –process of change
within organization – change process in families – family focus or organizational focus.Institutional
support to Entrepreneurship: Government policies and schemes for entrepreneurial development; Role of
MSME, Directorate of Industries, District Industries centers (DICs), Industrial Development Corporation
(IDC), Small Scale Industries Development Corporation (SSIDCs), Khadi and Village Industries
Commission (KVIC), Technical Consultancy Organization (TCO), Small Industries Service Institute

31
(SISI), National Small Industries Corporation (NSIC), Small Industries Development Bank of India
(SIDBI)

RECOMMENDED TEXTBOOK(S):

1. Robert Hisrich, Michael Peters and Dean Shepherd, Entrepreneurship, TMH, 10th
Edition, 2017.
2. Generation to generation Life cycles of Family business – Lansberg, Iven – Harvard
Business School publishing India Pvt Ltd.
3. “Family Business on the Couch – A psychological perspective” : Manfred F.R. Kets de
Vries, Randel S. Carlock, Elizabeth Florent – Treacy – Wiley Publisher 2007.
REFERENCE BOOKS:

1. Baringer and Ireland, Entrepreneurship, 6th Edition, Pearson, 2018

2. P. Narayana Reddy, Entrepreneurship – Text and Cases, Cengage Learning India, I
edition, 2010
3. "Corporate Entrepreneurship: Building The Entrepreneurial Organization" by Paul Burns
published by Palgrave Macmillan, 3rd Edition 2013
4. Drucker F Peter “Innovation and Entrepreneurship”, 1985.Heinemann, London.

23MB62C0O: Leadership in Organizations

L-T-P-S: 3-0-0-0 Credits: 3 Prerequisite: Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO#. Course Outcome PO BTL

1 Capacity to apply leadership in changing business environment 3 2

2 Equip the learners with skills, tactics, styles for leadership roles 3 2

3 Understanding of executing leadership in organizations 3 2

4 Ability to develop leaders in organizations 3 3

Syllabus

From Management to Leadership – Nature and Importance of Leadership –Difference between

Leadership and Management – Leadership Theories – Trait Theories – Behavioral Theories –
Scandinavian Studies – Contingency Approaches – Situational Theories - –Servant Leadership- Adaptive
Leadership.Leadership Skills and Leadership Styles – Leadership Skills and Tactics – Social Skills-
Persuasion Skills – Motivational Skills –Communication and Conflict Resolution Skills – Role Models –
Story Telling ––– Leadership Styles-The Impact of Leadership Styles on Work Climate. Strategic
Leadership by Executives-The Nature of Strategic Leadership-How leaders influence organizational

32
performance- Constraints on Executives- Conditions Affecting the Need for Strategic Leadership-
Political Power and Strategic Leadership-Research on Effects of CEO Leadership-Strategic Leadership by
Executive Teams,- Women CEOs. Leadership Development and Succession-Development through Self-
Awareness and Self-Discipline-Development through Education, Experience and Mentoring-Leadership
Development Programs.Developing next Generation Leaders - Leadership Development and
Organizational Goals – Coaching Leaders -Leadership Succession -Choosing the Right CEO

Textbooks:

1. Yulk, Gary (2011).Leadership in Organizations, 7th e Pearson Education

2. Du Brin, Andrew J (2009), Leadership Principles, Cengage Learning, NewDelhi

Reference Books:

1. Allio, Robert J.(2005)Leadership Myths and Realities Tata Mcgraw Hill

2. Peter G Northouse (2013), Leadership: Theory and Practice, 6ed. Sage.

23MB62C1O: BUSINESS ETHICS & CORPORATE GOVERNANCE

33
 Course Code 23MB62C1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Gain knowledge about differences between ethics and morals, PO1

2
various ethical theories.
2 Have proficiency about the definition, objectives, natures and PO2
2
sources of ethics.
3 Have adequate knowledge in ethical issues in corporate PO3
2
governance, the problems of whistle blowing.
4 Become an expert in ethical issues in employer-employee PO4
4
relations, ethical issues in marketing.

Values, norms and beliefs, ethics, corporate social responsibility, corporate governance, employees
and business ethics, ethical issues in marketing.
SYLLABUS
Values, Norms and Beliefs- Ethics v. Morals; Values, Norms, Beliefs and their role; values for managers
from Indian ethos; Ethical Codes – Ethical theories; Teleological, Deontological, natural and Kantian.
Introduction to Ethics- Definition of Ethics – Objectives, nature and sources of ethics – Business Ethics –
Nature, Importance and Factors influencing Business Ethics. Corporate Social Responsibility: Ethical
issues in Corporate Governance; The role of Insider Trading; The problem of whistle blowing, Recent
case studies. Nature and significance; arguments for and against CSR; the conflicting interests of various
stakeholders; CSR initiatives at HSBC: Making good business sense. Ethical issues in Corporate
Governance; The role of Insider Trading; The problem of whistle blowing, Recent case studies.
Employees and Business Ethics - Ethical issues in employer – employee relation; discrimination at work
place; Sexual and racial harassment; working conditions – employee privacy.Consumers and Business
Ethics; the limits of doctrine of caveat emptor; Ethical issues in marketing, advertising; the ethical
challenges under globalization .

RECOMMENDED TEXTBOOK(S):

M.G. Velasquez, Business Ethics, Prentice Hall India Limited, New Delhi, 2007

34
 REFERENCE BOOKS

1. Andrew Crane and DiarkMatten, Business Ethics, Oxford Publication, New Delhi, 2013.
2. Chris Moonand Clive Bonny, Business Ethics, The Economist Publication, 2013.
3. R.C. Sekhar, Ethical Choices in Business, Response Books, New Delhi, 2007.
4. S.K. Chakraborty, Ethics in Management- Vedantic Perspectives, oxford India paper backs,
New Delhi, 2013.

23MB61E1O TECHNOLOGY INNOVATION, PRODUCT DEVELOPMENT &

PROTOTYPING
Course Code: 23MB61E1O
L-T-P: 3-0-0
Credits: 3
Contact Hours: 3
Prerequisite: Nil
1) The context of innovation and the role of the state

Innovation in its wider context

The role of the state and national ‘systems’ of innovation

Waves of innovation and growth in capitalism: historical overview

Fostering innovation in ‘late-industrializing’ countries

The missing link in innovation: ‘petty’ entrepreneurship and rent-seeking

Fostering innovation in the future

2) New Product Development

Innovation management and NPD

Considerations when developing an NPD strategy

NPD as a strategy for growth

What is a new product?

Overview of NPD theories

35
 Models of new product development

3) Product and Brand strategy

Capabilities, networks and platforms

Product planning

Product strategy

The competitive environment

Differentiation and positioning

Competing with other products

Managing brands

Brand strategy

Market entry

Launch and continuing improvement

Withdrawing products

Managing mature products

4) Packaging and Product Development

Wrapping and packaging products

The basic principles of packaging

Characteristics of packaging

Product rejuvenation

New product opportunities through packaging

Product and pack size variation

36
 Packaging systems

Retailer acceptance

Revitalising mature packaged goods

5) The role of Technology transfer in Innovation

Background

Introduction to technology transfer

Models of technology transfer

Limitations and barriers to technology transfer

Internal organizational factors and inward technology transfer

Developing a receptive environment for technology transfer

Identifying external technology: the importance of scanning and networking

Managing the inward transfer of technology

Recommended Book:

1) Innovation Management – Vinnie Jauhari, SudhanshuBhushan - Oxford Higher Education

Reference Book:

2) Innovation Management and New Product Development (Third Edi) Paul Trott FT: Prentice
Hall India.

23MB61E2O: ENTREPRENEURIAL ECOSYSTEM

Course Code: 23MB61E2O
L-T-P: 3-0-0
Credits: 3
Contact Hours: 3
Prerequisite: Nil
Syllabus:

37
Meaning and Importance, Evolution of term ‘Entrepreneurship’, Factors influencing,
entrepreneurship, Psychological factors, Social factors, Economic factor, Environmental factors,
Characteristics of an entrepreneur, Entrepreneur and Technopreneur, Types of entrepreneurship:
Business, Technology, Growth, Stages, New generations of entrepreneurship, viz. social
entrepreneurship, Ideapreneurship, Health entrepreneurship, Tourism entrepreneurship, Women
entrepreneurship etc., Challenges, Opportunities & Gains, Risk Factors and Barriers in
entrepreneurship: Entrepreneurial Motivation Theories: Maslow, Herzberg’s, McGregor’s and
McClelland’s Need – Achievement. Culture & Society, Values / Ethics, Risk taking behaviour;
Creativity & Innovation, Technology Entrepreneurship: Creativity and entrepreneurship,
Steps in Creativity, Innovation and inventions, Using left brain skills to harvest right brain ideas,
Intellectual Property Right (IPR) & Legal Protection of innovation, Skills of an entrepreneur,
Decision making and Problem Solving (steps in decision making), Technopreneur ship:
Introduction, How it differs, Need for Technology Integration, Five Pillars of Technology
Entrepreneurship, Business process with Technology adoption, Pedagogy and Paradigms in
Technology Entrepreneurship: Examples, Design Thinking and its importance, R & D set up and
its impact on entrepreneurship, R & D labs & commercialization, Levels of Technology towards
Technopreneur ship; Organization Assistance: Educational Institutes support towards
entrepreneurship: Role of entrepreneurship, eco system building and its implementation through
Policy: Incubation, Funding, Legal, Mentor, Network and Academic Support services. Three I's:
Industrial Policies, Incentive Schemes & Infrastructure, New Ventures, Industrial Park, Special
Economic Zone, Financial assistance by different, agencies, MSME Act Small Scale Industries,
Carry on Business (COB) license, Governments' Start-up policy: Environmental, Clearance,
National Small Industries Corporation (NSIC), Exemption from income tax, Quality Standards,
Financial assistance to MSME, SIDBI, SSIDC, Export oriented zone and units, Other
Corporations with focus as specific segments, State Industrial Development Corporation (SIDC),
State Financial Corporation (SFCs), Directorate General of Supplies and Disposals (DGS & D)
and other corporations; Rules And Legislation & Project Report (DPR): Applicability of
Legislation, Industries Development (Regulations) Act, 1951., Factories Act, 1948, The
Industrial Employment (Standing Orders) Act, 1946, Suspension, Stoppage of work, Termination
of employment, Central and state level Acts with respect to industrial disputes. DPR (Detailed
Project Report): Introduction, Idea Selection, Selection of the Product / Service, Aspects of a

38
Project, Phases of a Project, Project Report, Contents of a Project Report, Pro forma of a
Suggested Project Report for a manufacturing Organization.

Text Books:

1. Donald F Kratko, "Entrepreneurship - An Introduction", Eight Edition, CENGAGE Learning

2. Michael H Morris, Donald F Kuratko, Jeffrey G Coven, "Entrepreneurship and Innovation - In
corporations", Indian Edition, CENGAGE Learning

Reference Books:

1. ShlomoMaital, DVR Sheshadri, "Innovation Management - Strategies, Concepts and Tools for
Growth and Profit", Second Edition, SAGE Publications

2. Thomas Duening, Robert Hisrich, Michael Leichter, "Technology Entrepreneurship- Taking

Innovation to Market Place", Academic Press, Second Edition.

23MB61E3O :THEORIES AND MODELS OF TECHNO

ENTREPRENEURSHIP

SYLLABUS

Technology Entrepreneurship and New Technology-Based Firms - Entrepreneurship and

Technology Entrepreneurship - New Technology-Based Firms and Research-Based Startups -
Outlining Relevant Systems for Technology Entrepreneurship - Systems, Intelligence, and
Learning - The Technology Entrepreneur in Capitalistic Systems - Innovation, Technology,
Competition and Growth - Innovation, Its Adoption and Technology Classes - The Science &
Technology System, the Innovation System and NewTechnology-Based Firms - Differentiating
Groups of Technology EntrepreneursTechnology Incubation, Science or Technology Parks and
Clusters - Technology Transfer to Small and Medium-Sized Enterprises - Financial Sources
for Technology Entrepreneurship - The Components of the Financing Subsystem for
TechnologyEntrepreneurship - Ethics in Technology Entrepreneurship - Large Firms’
Problems with Disruptive Innovation - Specifics for Software Firms and Technology-Based
Services - Entrepreneurship in Video and Computer Games - Special Entrepreneurship in
Professional Social Networks - Approaches to New Technology Venture Growth - Life-Cycle
Models and Stage-Based Views - The Initial Architecture and Initial Configuration - Resource-

39
Based Views - Bootstrapping a Technology Startup - Cybernetic Principles and Concepts for
Technology Entrepreneurship - A Bracket Model of New Technology Venture Development -
The Bracket Model - The Bracket Model for Framing Empirical Observations and Explaining
NTBF Development - Selected Quantitative Applications of the Bracket Model - Expectations
of Growth of Technology Ventures.

Textbook:

Runge, W. Technology Entrepreneurship (2014).KIT Scientific Publishing.

23MB61E4O: START-UP LAW, ETHICS AND ENVIRONMENT IN INDIA

SYLLABUS

Understanding Startups - How Does a Startup Work? – Funding of startups - Success of

startups - Investing in startups - Sources of funding - Causes for failure of a startup -
Factors contributing to the success of startups - Advantages and disadvantages of startups -
Procedure for starting a startup - Valuing a startup - Challenges faced by startups - Life cycle
of startups - Policy initiatives for startups in India - Startup India Scheme - Make in India
programme - MUDRA Scheme - Atal Innovation Mission (AIM) - Digital India - Support to
training and employment programme for women (STEP) - Biotechnology Industry Research
Assistance Council (BIRAC) - Trade-Related Entrepreneurship Assistance And
Development(TREAD) - PradhanMantriKaushalVikasYojana (PMKVY) - SETU (Self
Employment and Talent Utilization) - NITI Aayog - Electronics Development Fund -
Intellectual Property Rights - India Aspiration Fund - Licensing laws - Taxation and
accounting laws - Labour laws - Intellectual property rights protection - Foreign Exchange
Management Act (FEMA) - Indian contract act - Laws about winding up of business -
Companies rules - Laws governing different business types - India’s startup ecosystem -
Growth drivers for startups in India - Enablers of startup ecosystem.

References:

40
Narula, A. (2016). Basic Legal Information for a Start-Up or a Business (India): Your perfect

guide to Incorporation, Intellectual Property Registration and Other Legal Documents. (3rd ed.)

AlankarNarula.

Vaish, V. (2021).India Business Guide – Startup to Setup. (1sted.). Commercial Law Publishers.

23MB61E5O: DIGITAL MARKETING FOR INNOVATIONS

CO#. Course Outcome PO BTL

1 Outline various components of Digital Marketing 2 2
2 To understand online consumer behavior and 2 2
3 To gain a knowledge on Mobile marketing 3 2
4 To apply Disruptive Technology of Innovation 3 3

Objective: This course is meant to understand the concept of online medium of marketing. In
addition to that it
will explain about the application of all the elements of digital marketing.
Unit I Introduction to Digital Marketing:
Origin of digital marketing, traditional versus digital marketing, digital marketing strategy,
digital marketing
plans, skills required for digital marketing
Unit II Search Engine Advertising:
Concept of Display advertising, types of display advertising, buying models, understanding ad
placement,
understanding A Drank, Search engine, SEO phases, On page-Off page optimisation.
Unit III Social Media Marketing:
Concept of Social media marketing, how to build a successful social media strategy, Facebook
marketing,

41
LinkedIn marketing, Twitter marketing, Instagram marketing
Unit IV Mobile Marketing:
Mobile marketing, mobile usage, mobile advertising, mobile marketing toolkit, mobile marketing
features,
mobile analytics, E-Wallet
Unit V Disruptive Technology:
Business analytics, Data mining in business, Industry 4.0, Business intelligence, Start-ups
Text Book:
1. Seema Gupta, Digital Marketing, McGraw Hill Publication, New Delhi
2. Ian Dodson, The Art of Digital Marketing. Wiley Publication, New Jersey

23MB62E1O: MANAGING OPERATIONS OF TECHNOLOGICAL INNOVATIONS IN

STARTUPS

L-T-P: 3-0-0

Credits: 3
Contact Hours: 3
Prerequisite: Nil
SYLLABUS

Concept of Innovation: Concept of Innovation, Innovation System, Levels of Innovation,

Importance of Innovation Management System.

Operational Innovation, Product Innovation, Strategy Innovation, Management Innovation.

Incremental Innovation, Radical Innovation, Continuous Improvement, Distinctive Capability,

Dynamic Capability.

Types of Startups: Types of Startups, Industries, Various technical departments in the industry,
Industry - Academia R & D Ecosystem in India.

42
Paradigms of Innovation-The Macro Perspective: Macro factors affecting any Innovation
System, Current context of Innovation, Innovation Models in Emerging Economies, Factors
affecting Technological Dynamism.

Examining Reverse Innovation and its application, Performance gap, Infrastructure gap,
Sustainability gap, Regulatory gap, Preferences gap.

Future Macro Trends in Innovation: Future proofing Innovation Management, Macro-Paradigm

Shifts in Innovation.

Paradigms of Innovation-The Micro Perspective: Introduction, Organizational Factors

affecting Innovation at Firm Level, Characteristics of Good Innovation Culture, Forming a
Team-The Process.

Open Innovation Framework: Introduction, Concept of Open Innovation Approach, Inbound

& Outbound Innovation, Closed Innovation Approach.

Limitation & Opportunities of Open Innovation Framework, Motives to adopt Open Innovation
Practices, Advantages of pursuing Open Innovation, Challenges around pursuit of Open
Innovation

Strategic Context of Innovation: Introduction, Global context of Strategic Alliance, Role of

Strategic Alliances, Strategic Alliance Trends, Key Success factors for creating successful
Strategic Alliances, Drivers for Strategic, Alliances (Technological Factors), Types of Strategic
Alliances, Competencies of High performing Strategic Alliances, SWOT Analysis, TOWS
Matrix Concept of Productivity, Factors affecting quality & productivity, Technology Factors
affecting quality.

23MB62E2O: ENTREPRENEURIAL LEADERSHIP

Course Code: 23MB62E2O
L-T-P: 3-0-0
Credits: 3
Contact Hours: 3
Prerequisite: Nil

Syllabus:
43
Introduction to Entrepreneurship: Definition of Entrepreneur, Entrepreneurial traits,
Entrepreneurial Culture, Administrative culture Vs Entrepreneurial Culture; Entrepreneur vs.
Manager, Entrepreneur vs. Intrapreneur; The Entrepreneurial decision process; Role of
Entrepreneurship in Economic Development; Ethics and Social Responsibility of Entrepreneurs;
Opportunities for Entrepreneurs in India and abroad; Woman as Entrepreneur.
Business Excellence: Global developments and strategic business options, achieving sales
success in modern B2B markets, Creating and implementing business models 4.0, Looking at
some crucial managerial issues over investment management, focusing on the latest techniques
in investment decisions, considering some unique problems/issues regarding in mergers and
acquisitions.
Fundamentals of Leadership- Definition &meaning of Leadership, Leadership traits& Skills,
Effectuation, Lean Start-up and Cognitive Ambiguity, What’s different about entrepreneurial
leadership? Leadership and you.

Leadership Excellence: Generating team spirit in a high-performance culture, developing a

culture to learn and benefit from errors, the ethical dimensions of leadership, optimizing cross-
cultural cooperation, Understanding the corporate contexts of business and leadership,
Integration of leadership qualities with entrepreneurial qualities

Challenges for Leaders: Leadership and Uncertainty, Leadership and Innovation, Leading
Diversity and Change, Prediction, Risk and Uncertainty.

Textbooks:

1. Yulk, Gary (2011). Leadership in Organizations, 7th e Pearson Education

2. Du Brin, Andrew J (2009), Leadership Principles, Cengage Learning, New Delhi

Reference Books:

1. Allio, Robert J. (2005) Leadership Myths and Realities, Tata McGraw Hill.
2. Peter G Northouse (2013), Leadership: Theory and Practice, 6ed. Sage.

44
23MB62E3O: CORPORATE AND SOCIAL ENTREPRENEURSHIP

SYLLABUS

Culture in the entrepreneurial organisation - Structure in the entrepreneurial organisation -

Leading the entrepreneurial organisation - Managing the entrepreneurial organisation -
Managing risk in the entrepreneurial organisation - Encouraging creativity and innovation -
Generating business ideas - Encouraging concept development - Strategy and business model
development - Venture teams and intrapreneurs - Product/market development - Shareholder
value in the multi-product/market firm - The corporate entrepreneurship audit.

Characteristics of Social Entrepreneurship - Characteristics of Social Entrepreneur -

Differences between Business and Social entrepreneur, Entrepreneurship and Social
Entrepreneurship - Social Entrepreneurship in developing countries and in India - The Social
Entrepreneurship Framework - Sources of Social Entrepreneurship - Qualities and Skills of
Social Entrepreneur - SOCIAL ENTREPRENEURSHIP IN PRACTICE - Boundaries of
Social Entrepreneurship - Ethical entrepreneurship - Challenges in Social Entrepreneurship.

REFERENCES:

Burns, P. (2020). Corporate Entrepreneurship and Innovation (4thed.). Red Globe Press.

Philips, R.A.,Bonefiel, M., and Sharma, R.(2011).Social Entrepreneurship: The Next Big
Business Opportunity.Global Vision Publishing House.

Khanka,S.S. (2009). Entrepreneurship in India: Perspective and Practice. Akansha publishing

house, New Delhi.

Kickul, J., and Lyons, T. S.(2012). Understanding Social Entrepreneurship: The Relentless
Pursuit of Mission in an ever changing World. Routledge, New York.

Desai, V. (2008).Entrepreneurial Development, Himalaya Publishing House.

Bornstein, D. (2004). How to Change the World: Social Entrepreneurs and the Power of New
Ideas. Oxford University Press,New York.

23MB62E4O: VENTURE FINANCING AND MANAGEMENT

Course Code: : 23MB62E4O

L-T-P: 3-0-0
Credits: 3
Contact Hours: 3

45
Prerequisite: Nil

Syllabus:

Establishing and Developing business ventures - The entrepreneur – The idea – The management
Team - Private Equity Funds and Venture Capital Funds; Venture Capital in India. Venture
Capital Investment Characteristics, The Venture Investment Process, Venture Capital Funds and
Their Investors; The Structure and Activities of Venture Capital Funds. Sources of Financing the
Venture - Financing in Stages, Scope of Financing and the Company's Value; financing decision
Stages in Raising Venture Capital; Sources of Capital; Seed capital and Startup capital;
Expansion capital; Private and Angels Investors, Choosing a venture capitalist; The Return on
Venture Capital Funds. Negotiations with Venture capitalists. Financial and Business Planning -
The Company's Business Cycle - Financial Statements; Financial Projections; Cost Structure
Analysis and Forecasting; Cash Flow Forecasting; Market Analysis and Strategic Planning;
Organizational and Operational issues; The competitive advantage, The Business Plan – writing
a good business plan; Employee Recruiting; Employee Compensation in the Technology
companies; Granting Options to Employees Managing a Venture capital Fund – Fund formation
and Structure; running a venture capital fund; Structuring the deal; Post-investment activities;
Exit strategies; Other Venture Capital Investors - .
Textbooks:

1. Stephen Bloomfield, Venture Capital Funding a Practical Guide to Raising Finance, Kogan
Page; 2005,1st edition
2. Alexander Haislip, Essentials of Venture Capital, Wiley; 2010, 1st edition, New Delhi.

Reference books:

1. James B. Arkebauer, Jack Miller Leading Edge Business Planning for Entrepreneurs,
Dearborn Trade, 1999, 1st edition, U. S.
2. MahendraRamsinghani, The Business of Venture Capital: Insights from Leading Practitioners
on the Art of Raising a Fund, Deal Structuring, Value Creation, and Exit Strategies, Wiley
Finance, 2nd Edition, New Delhi.

46
VENTURE FINANCING AND MANAGEMENT
Course objective
The course is designed principally to address the interests of students who expect to embark on
anentrepreneurial career expect to assume a managerial role with a venture-backed start-up
company, orwish to pursue a career in venture capital. The curriculum is confined to key
fundamentals in the area ofventure capital and start-up companies, sources of financing the
venture and the management of venturecapital funds.

Course outcomes

Co. No. Course Outcome’s PO BTL

CO1 To apply conceptual knowledge of venture capital a 3
CO2 To analyse the sources of financing a venture and managing a B,c 4
business
CO3 To analyse the Financial and Business Planning, Cost Structure C,f 4
and Operationalissues of venture capital funds
CO4 To analyse the venture capital investment process and the structure C,f 4
of venturecapital funds

SYLLABUS
Establishing and Developing business ventures - The entrepreneur-– The idea – The management
Team
- Private Equity Funds and Venture Capital Funds; Venture Capital In India. Venture Capital
Investment Characteristics, The Venture Investment Process, Venture Capital Funds and Their
Investors; The Structure and Activities of Venture Capital Funds. Sources of Financing the
Venture -
Financing in Stages, Scope of Financing and the Company's Value; financing decision Stages in
Raising
Venture Capital; Sources of Capital; Seed capital and Startup capital; Expansion capital;- Private
and
Angels Investors , Choosing a venture capitalist; The Return on Venture Capital Funds.
Negotiations

47
with Venture capitalists. Financial and Business Planning - The Company's Business Cycle -
Financial
Statements; Financial Projections; Cost Structure Analysis and Forecasting; Cash Flow
Forecasting;
Market Analysis and Strategic Planning; Organizational and Operational issues; The competitive
advantage, The Business Plan – writing a good business plan; Employee Recruiting; Employee
Compensation in the Technology companies; Granting Options to Employees Managing a
Venture
capital Fund – Fund formation and Structure; running a venture capital fund; Structuring the
deal; Postinvestment
activities; Exit strategies; Other Venture Capital Investors - .
Reference text books:
1. Venture Capital Funding A Practical Guide to Raising Finance by Stephen Bloomfield
2. Essentials of Venture Capital by Alexander Haislip
3. Leading Edge Business Planning for Entrepreneurs by James B. Arkebauer, Jack Miller
4. The Moonshot Game by Rahul Chandra

23MB62E5O: BUYING AND SELLING OF SMALL BUSINESSES

Course Code: 23MB62E5O

L-T-P: 3-0-0
Credits: 3
Contact Hours: 3
Prerequisite: Nil

Syllabus:

Focus on to buy a small business – evaluating small business opportunity-local business brokers-
identify distressed smaller business-to purchase with limited resources-explore the financial
infrastructure of smaller firms- examining specialized financial institutions for funding smaller
firms. To manage the financial aspects of smaller firms-explore capital budgeting- techniques of
capital budgeting- develop business models- business finance and its growth- trade-off between
liquidity and profitability- willingness to sacrifice profitability for liquidity. To sell a small
business- the timing, process and structure of the sale- choosing the buyer- to understand the
seller of bigger companies with their culture and processes- evaluate different offers and its
features- payment modes - Guide to Buy & Sell Small Business – Advisers - Pre-sale documents

48
–Valuation - The selling memorandum - Finding the right buyer - Letter of intent and
negotiations - Due diligence - Sales agreement– Closing.

Text Books:

1. Robert F Klueger, Buying and Selling a Business: A Step-by-Step Guide, Wiley, 2004, 2nd
Edition, New Delhi.

2. Justin G. Longenecker, J. William Petty and Leslie E. Palich, Small Business Management,
Cengage Learning, 17th Edition.

Reference Books:

1) Peter Siegel, Buying and selling of small business in the New Economy, Smash words, 2012.
2) Buying and selling of small business: An Entrepreneurial strategy for success, eBook. Free in
Amazon.com

SECTORAL SPECIAIZATION - BANKING

23MB61B0O: OVERVIEW OF BANKING

Course Code 23MB61B0O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

49
 CO#. Course Outcome PO BTL

1 Understand the Indian financial Services 1,6

2
2 Understand the role of central Bank and commercial banks 1
2
3 Analyse credit appraisal mechanism and regulatory system of 5
4
Indian banking Industry
4 Analyse the functioning of various banks 5
4

The financial services overview, RBI, Commercial banks, basic accounting for banking credit
scoring, BCSBI, banking ombudsman service, securitization, rural banking, RRBs, NABARD,
Banking regulation, Monetary policy, NI Act, Banking regulation Act.
SYLLABUS
The Financial Services - An overview, Origin and Growth of Indian Banking System, Reserve
Bank of India Structure, Role of RBI, Types of Banks, - Commercial Banking in India, – Functions of
Banks, primary and Ancillary functions of commercial banks, Deposit products –Fee based and fund
based activities, Principles of lending, loan products, bank assurance, Types of charges, Types of
securities ,letters of Credit – Bank guarantees, off balance Sheet Activities. Basic accounting for Banking,
Statement of Sources and uses of Funds, bank’s Profit and loss Account, Books of Accounts in Banks.
Credit Scoring- Credit appraisal techniques, Credit management and credit monitoring, Priority sector
lending, Credit Information bureau (India) limited(CIBIL), Banking Codes and Standards Board of
India(BCSBI), Banking Ombudsman Service, Loan Syndication, The Syndication process, Non
Performing Assets , Prudential Norms, securitization-.Retail Banking, Corporate Banking,
Developments in Corporate banking, Issues/problems. Consortium finance, multiple banking
Arrangements, Rural Banking – Sources of Rural Finance, Credit delivery Mechanism in Rural finance,
Multi Agency Approach, Regional rural banks (RRBS), National Bank for Agriculture and rural
Development (NABARD). Banking Regulation - Monetary policy, Money laundering and prevention of
Money laundering Act, Negotiable Instruments Act, Banking Regulation ActRecent developments and
future challenges in banking sector Small Banks, Payment Banks.

TEXT BOOK
1. Indian Financial System, M. Vohra, Anmol Publications.
REFERENCE BOOKS
1. Banking Law and Practice in India, P.N. Varshney, Sultan Chand & Sons-24th Edition 2010.
2. Financial Institutions and Markets- Structure, Growth and Innovations, L.M.
Bhole&JitendraMahakud, Tata McGraw Hill- 5th Edition.
3. Bank Management and Financial Services, Peters S. Rose and Sylvia C. Hudgins, Tata
McGraw Hill- 7th Edition

23MB62B1O:BANKING SERVICE OPERATIONS

50
 Course Code 23MB62B1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand nature of Banking service operations and role of 2

2
technology in banking
2 Analyse e-banking mechanism 2
4
3 Ascertain Service Quality Metrics and CRM Practices 5
3
4 Evaluate risk management strategies 5
5
Introduction to banking operations, role and impact of technology on banks, E-banking, ATMs,
Credit and debit cards, CRM, ECS, EDI, certification in banking services, designing of service
quality, Mergers and Acquisitions in the Indian bank scenario.
SYLLABUS
Introduction to Banking Operations: Changing Nature of Banking Operations – Computerisation in
Banks, Communication Net work and security considerations. Role and Impact of Technology on banks.
E–banking, E-Products and Services offered to Customers, Plastic money – Parties to the transaction
, Salient Features concepts of a Credit Card , Distinction between Credit card , Charge Card , Debit card
and Operational aspects, Credit card business in India. Payment and settlement systems: Electronic
Funds Transfers (EFTs)– Automatic Teller Machines (ATMs)–Electronic Clearing Service
(ECS)–Electronic Data Interchange (EDI)– Real Time Gross Settlement System(RTGS), -Customer
Relationship Management – Types of Customers, Financial situation Vs Banking needs, Banker and
Customer Relationship, Role and impact of Customer Relationship Management – Stages in Customer
Relationship Management, Regulations relating to Know Your Customer. Service Quality - Technical
Quality and Functional Quality, Gap analysis, ISO 9000 Certification in Banking Services – Marketing of
Services – importance of marketing for Indian banks, characteristics of service product, marketing of
financial services and banking services, , Implications of service characteristics for marketing, services
marketing mix, Product Life Cycle -New Product development –– banking product mix, Bank pricing,
Channels for Banking Services, Delivery Strategies in a Bank, –– Promotion mix, Role of direct selling
agent/ direct marketing agent in a bank - Designing of Service Quality –Implications of Service

51
Intangibility. Marketing Issues, Risk Management in Banks, loan review mechanism, Capital Adequacy,
Basel norms., Mergers and Acquisitions in the Indian banking scenario.

RECOMMENDED TEXTBOOK:

Managing Indian Banks: Challenges ahead Vasant C Joshi and Vinay V Joshi, sage publications

REFERENCE BOOKS

1. Banking theory law and practice b R.Rajesh and sivagnanasithi, Tata Mc graw hill

2. Risk Management in e- Banking Jayaram Kondabagil John Wiley & sons

3. Indian Banking in Electronic Era- S.S.kaptan& N.S. Choubey sarup& sons publications

4. Office organization & management M.E. Thukaram Atlantic publishers

5. Elements of banking and Insurance Jyotsna Sethi and nishwan Bhatia PHI learning Private limited

6. Customer Relationship management Modern trends ShanmugaSundharam, Prentice Hall

of India Limited.

SECTORAL SPECIAIZATION - RETAILING

23MB61R0O:OVERVIEW OF RETAILING

Course Code 23MB61R0O

L-T-P 3-0-0

Credits 3

Contact Hours 3

52
 Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Excel in the functions of a retailer. Student will be aware of the

role of a retailer in global economy, career opportunities in retail, 1,6 2
retail theories and various retail formats.
2 Gain practical expertise in designing of retail marketing strategies
including Retail communication mix and pricing strategies.
Further he/she can able to understand role of consumer in retail
environment and various factors influencing consumer behavior.
1 3
Identify consumer motivations, shopping behaviors, loyalty
programs and decision processes for a retailconsumer and
accordingly designing strategies to give a robust experience to
consumers
3 1. Apply HR programs and identify initiatives to improve operations
and Employee retentions 6 3

4 Understand measures of financial performance including strategic

6 2
profit model
Retailing, retail marketing, retail strategies, retail organization, CRM in retailing, social marketing
in retailing, HRM in retailing, financial management in retailing.
SYLLABUS
Retailing – Meaning, Nature, and Classification- Emergence of Organized Retailing -Indian vs. Global
Scenario- Factors Influencing Retailing- Functions of Retailing- Retail as a career -Types of Retailing-
Store & Non-Store -Retail Formats- Multichannel Retailing-Issues & Challenges in Multichannel
Retailing Servicing the Retail -Customers, Customer service- customer complaints.Retail marketing – and
branding mix - Retail consumer and factors influencing buying behavior – Segmentation - Targeting-
Positioning. Retail Strategies- Developing and applying Retail Strategy- Strategic Retail Planning
Process.Retail Organization- The changing Structure of Retail - Concept of Life cycle Retail. Retail
pricing strategies.CRM in retailing – process – planning and implementing loyalty programs- Social
Marketing in retailing-Impact of Technology E-tailing – Issues and Challenges.Human Resource
Management in Retailing - Human Resource Planning - Role of Human Resources in Retail
Organizations; Recruitment - Selection - Training needs for Employees - Motivation and Performance
Appraisal, Compensation and rewarding store Employees. Importance of Financial Management in
Retailing - Financial Performances and Financial Strategy - Accounting Methods - Strategic Cost
Management - Strategic Profit Model-Managing Diversity-Legal and Regulatory issues

RECOMMENDED TEXTBOOK:

1. Barry Berman Joel &R Evans, Retailing Management - A Strategic Approach, Pearson Education, 2009.

53
 REFERENCE BOOKS

1. SwapnaPradhan, Retailing Management Texts & Cases, 3/e-McGraw Hill, 2009.

2. Michael Levy, Burton A Weitz, Ajay Pundit- Retailing Mnagement,6/e, The McGraw -Hill Companies,
2008.
3. itz, Ajay Pundit- Retailing Mnagement,6/e, The McGraw -Hill Companies, 2008.
4. Levy &Weitz, Retailing Management, TMH, 2009.
5. A. J. Lamba, The art of Retailing, TMH, 2009.
6. Andrew J Newman &Petes Cullen, Cengage Learning, 2009.
7. Sinha, P.K and Uniyal D.P, Managing Retail, 2/e, Oxford University Press, 2007
8. Chetan Bajaj, RajnishTuli, Srivastava, N.V, Retail Management, Oxford University Press, 2005

23MB62R1O:MANAGEMENT OF RETAIL OPERATIONS

Course Code 23MB62R1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO/PSO BTL

1 Understand the factors influencing store location and

1,2 2
location strategies including store layout and space planning.
2 Understand store environment, the roles and responsibilities
of a store manager and build strategies to enhance the store 1 2
loyalty.
3 Source, plan and procure merchandise for a retail
2 4
organization and also able to analyze
4 Implement trends and practices of supply chain management
1 3
in retail.
Setting up retail store, store management, store environment, inventory management, sales
promotion, role and responsibilities of merchandiser, supply chain management, supply chain
drivers and obstecles.
SYLLABUS
Setting up Retail Store - Size and space allocation- location strategy, factors affecting the Retail –
Research techniques and store layout and space planning. Store Management- Responsibilities of Store

54
 Manager -Retail Image -Store Façade. Store environment- Exteriors, Interiors -Store ambience-Store
Atmospherics- Visual Merchandising - Store Security. Inventory Management - EOQ - Rational of
Discounts of Bulk Purchase. Sales Promotion – Importance& Types - Impact of Sales Promotions -
Forecasting– Different Forecasting Techniques in Estimating Demand - Retail Merchandising. Role
and responsibilities of merchandiser-The process of Merchandise Planning- Merchandise Procurement-
Sourcing, Vender selection - Category management – process – manufacturer’s brands Vs private
label brands. Supply chain management – Definition, Scope, Need & Challenges; Role of Logistics in
SCM– Retail & Manufacturing; Differences in SCM and Logistics - Integrated supply chain planning
Uncertainty and supply chain management. Supply chain Drivers and Obstacles- Supply chain Network-
Different types of Supply Chain Networks. Cross Docking and Collaborative Planning- Bull Whip
Effect. Innovations in Supply chain management.

RECOMMENDED TEXTBOOK:

Swapna Pradhan, Retailing Management Texts & Cases, 3/e-McGraw Hill, 2009.

REFERENCE BOOKS:

1. Retail Logistics and Supply Chain Management, Rajesh Ray, The Mc Graw Hill Companies
2. Michael Levy, Burton A Weitz, Ajay Pundit- Retailing Mnagement,6/e, The Mc Graw -HillCompanies,
2008.
3. Barry Berman Joel &R Evans, Retailing Management-A Strategic Approach, Pearson Education, 2009.
4. Sinha, P.K and Uniyal D.P, Managing Retail, 2/e, Oxford University Press, 2007
5. Sunil Chopra and Peter Meindl: Supply chain Management: Strategy, Planning and Operation, Third
edition, Pearson Education, New Delhi 2009.
6. Narayan Rangaraj, G Raghuram and Srinivasan, Supply Chain Management for Competitive
Advantage Concepts and cases, TMH, 2009.
7. Rahul V. Altekar, Supply Chain Management, Concepts and Cases, PHI , 2008.

SECTORAL SPECIAIZATION
HEALTHCARE&HOSPITALITYMANAGEMENT

23MB61D0O:OVERVIEW OF HEALTHCARE MANAGEMENT

Course Code 23MB61D0O

L-T-P 3-0-0

Credits 3

55
 Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand basics of Healthcare Sector

1 2
2 Analyze the role of clinical and diagnostic services
1 4
3 Evaluate the impact of hospital operations management
6 5
4 Evaluate the components and process of maintaining
6 5
medical record

Introduction to Healthcare systems, overview of healthcare sector in India, specialities in

healthcare, hospital code of ethics, clinical & diagnostic services, hospital operations management,
medical records.
SYLLABUS
A Conceptual Approach to Understanding the Healthcare Systems – Evolution – Institutional Settings.
Overview of Healthcare Sector in India – Understanding the Hospital Management – Health Policy –
levels of healthcare; primary, secondary and tertiary – systems of medicine – Ayurveda, Siddha, Unani,
Homeopathy, Yoga, Naturopathy, etc. – Preventive and Curative medical care – General and specialty
Hospitals-Pharmacopia. specialties: Overview of the functions and sphere of each specialty: oncology,
general medicine, cardiothoracic, gastroenterology, urology, nephrology, radiology, psychiatry,
endocrinology, neurology, ophthalmology, medical services, surgical services, operation theatre,
maternity services, dental services. Hospital code of ethics, medical ethics, standards for hospitals
accreditation, accreditation standards for extended care facilities. Clinical & Diagnostic Services:
Outpatient Services – Accident and Emergency Services – Inpatient Services – Operation Theatre
Services – Intensive Care Unit Services – Nursing Services. Diagnostic and Therapeutic Services:
Laboratory Services – Radio Diagnosis and Imaging Services – Radiation Hazards – Blood Transfusion
Services – infection control, mortuary services, Pharmacy Services: Role of pharmacy manager, analyzer
for pharmacy, drugs management. Hospital operations management: productive systems in a hospital,
Facility Location and Layout, importance of location, factors, Productivity measures, value addition,
capacity utilization, productivity – capital operations, front office, billing, staffing, housekeeping,
transportation, dietary services, emergency services. Medical Records – Admission – Billing – Nursing
Records – Diagnostic Records – Infection Control Records – Maintenance of Operation Theatres Records
– Maintenance of Intensive Care Units Records; Clinical Records – Housekeeping Records – Food
Records – Engineering Records – Maintenance Records – Security Records – Fatal Documents –
Mortuary Maintenance Records – Transportation – Medico Legal Records, Healthcare Information
System.

56
 RECOMMENDED TEXTBOOK:

1. B M Sakharkar, Principles of Hospital Administration & Planning, 2 nd Edition, Jaypee Brothers Medical
Publishers, New Delhi, 2009
b) REFERENCE BOOKS:

1. A G Chandorkar, Hospital Administration & Planning, 2n edition, Paras Medical Publishers, Hyderabad,
2009
2. Srinivasan, A.V. (ed), Managing a Modern Hospital, Response Books, New Delhi, 2000
3. Hospital Planning, WHO, Geneva, 1984.
4. Madhuri Sharma, “Essentials for hospital support services and physical infrastructure”, Jaypee
publications, New Delhi.
5. S.L. GOEL, Healthcare Management and Administration, Deep & Deep publications pvt. Ltd., New Delhi
6. KeiranWalshe& Judith Smith, Healthcare Management, TMH, New Delhi, 2010

7. K Park, Preventive & Social Medicine, 15th Edition, BanarasidasBhanot Publishers, New Delhi, 1997

23MB62D1O:MANAGEMENT OF HEALTHCARE OPERATIONS

Course Code 23MB62D1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Implement the best practices of the health care Services 6 3

2 Apply knowledge of financial management techniques in the
6 3
corporate hospitals
3 Analyze, interpret and solve HR related issues in the
6 4
hospitals
4 Perform lifelong learning and professional development to
6 4
enrich the professionalism by learning production functions

57
 and store

Marketing of health care services, financial management in hosptitals, human resource

management in health care, labor laws applicable to hospitals, production and cost functions, ethics
and healthcare marketing in twenty first century.
SYLLABUS
Marketing of Health care Services: Over view of services sector, healthcare services marketing;
socio-economic factors, choices and preferences of the customers of health services and the factors
influencing them in the selection of hospitals. Healthcare Products and Services, seven Ps of Health care
services; service quality in selected hospitals with a quantitative approach. Customer Relations
management, Marketing practices of the selected corporate hospitals Escorts, Apollo, Bhatia;. Financial
Management in Hospitals: Over view of managing finance in Hospitals. Techniques of Financial
analysis – Funds flow analysis, break-even analysis and ratio analysis. Investment Decision: Criteria for
investment evaluation – Pay back period –Discounted cash flow techniques, NPV, P I and I R R
Working Capital Management: Concept of working capital and operating cycle – Determinants of
working, capital in Hospitals – Estimating working capital requirements financing of working capital –
Management of inventories – Inventory control systems – Receivables Management, Cash Management
in Hospitals. Human Resources Management: Role of HRM in hospitals – Human Resource Planning:
process –Recruitment Selection: Recruitment policy – Sources, methods – Selection Process: Training of
Employees in hospitals; Wage and Salary Administration; developing wage and salary structure –
Working conditions – Safety – Welfare – Employees’ health services. Labor Laws Applicable to
Hospitals: Industrial Employment (Standing Order ) Act, 1946 – Shops and Establishment Act, 1954 –
Employment’s State Insurance Act, 1948 – Employees’ Provident Fund Act, 1952 – Payment of Gratuity
Act, 1972 – Maternity Benefit Act, 1961-: Minimum Wages Act, 1948 – Payment of Wages Act ,1936 –
Payment of Bonus Act, 1965. Consumer Protection Act 1986.Production and Costs functions:
Introduction to Productivity and Work Measurement:, Hospital layout, setting work standards,
techniques of work measurement, time and motion study, standard time, PMT, work sampling,
calibration of hospital equipment, Ancillary services. Store management, Bio-medical waste
management, Critical care services, Media management during crisis, Ethics in Health care Business,
Medical Insurance, Healthcare Marketing in the Twenty-First Century

REFERENCE BOOKS:

 A V Srinivasan, Managing Modern Hospitals, 2008, Sage India

58
 P G Ramanujam, Marketing of Healthcare Services, Excell Books, New Delhi
 Don H. Hockenbury, Marketing of Healthcare Services, Excell Books, New Delhi
 Richard K. Thomas "Marketing Health Services, Health Administration Press
Beaufort B. Longest, Jr., Jonathon S. Rakich, and Kurt Darr. Managing Health Services Organizations
and Systems, Fourth Edition, Health Profession Press.

SECTORAL SPECIALIZATION – INFORMATION TECHNOLOGY

23MB61I0O: IT ENABLED SERVICES

Course Code 23MB61I0O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand the basic concepts of IT enabled services in India

1,6 2
2 Understand the networking communication systems
2 2
3 Understand the other Emerging verticals in outsourcing
6 2
4 Understand Disaster Recovery Strategiesand HR and Quality
6 2
Issues in IT Enabled Services
Global outsourcing market on a growth path, IT enabled services, project work, software
technologies, other emerging verticals in outsourcing, disaster recovery strategies, HR and quality
issues in IT enabled services.
SYLLABUS
Global Outsourcing Market on a Growth Path; The Indian IT Enabled Services Market; The Indian
Contract Services Market.Project Work; Networking, Data Communication & Computer Networks
Infrastructure;Software Technologies &FrameworksThe Medical Transcription Market; Back Office
Operations, GIS, Animation, Engineering and Design Services, Other Emerging verticals in
outsourcing, On-line Training.Disaster Recovery Strategies; Business Models Driving IT Enabled

59
 Service; India’s Challenge in the IT Enabled Services Space.HR and Quality Issues in IT Enabled
Services; Challenges Facing the Indian IT Enabled Outsourcing Market

RECOMMENDED TEXTBOOK:

1. The Offshore Advantage, 2e Hillary Kobhayashi Mark, Springer (India) Pvt. Ltd
REFERENCE BOOKS:

1. The Services Shift: Seizingthe Ultimate Offshore Opportunity, Robert E Kennedy, Ajay Sharma, Pearson
Education.

23MB62I1O: MARKETING OF SOFTWARE SOLUTIONS

Course Code 23MB62I1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand Product and Services based Software Solutions . 1,6 2 Solutions

2 Understand Key Concepts of IT solutions . marketing,
2 2
IT
3 Understand Strategies for planning and management of software solutions
6 2 marketing,
related isssues
4 Understand Management of investment, budget , quality and planning
6 2 and
performance issues
research
before innitiiating a sales cycle, defining solution road map and strategy, custromer relationship
management, management of software solutions, investment and budgeting for IT solutions.
SYLLABUS
Solutions Marketing - Software Solution, Product based Software Solutions, Services based Software
Solutions. IT solutions marketing vis-à-vis marketing other products/services – the key differentiators,
Key Concepts of IT solutions.Planning and Research before initiating a sales cycle, Understanding of

60
 buyer business, Diagnosis before selling, Developing Strategic alignment with buyers, Understanding
the Customer and the Pain Points, Determining product requirements, Defining solution roadmap and
strategy. Strategies for handling Request for Proposals, Account Planning and Management, Customer
Relationship Management vis-à-vis Partner Relationship Management – Key to successful long term
relationship building.Management of Software Solutions - Investment and Budgeting for IT solutions,
Resource Management, Project and Quality Management, Performance Management and Benchmarking,
Implementation and Maintenance of IT solutions.

RECOMMENDED TEXTBOOK:

Royce, Software Project Management, Pearson Education

2. Huges Bob, Software Project Management, Tata McGraw Hill

REFERENCE BOOKS :
1. Kelkar, S.A., Software Project Management, PHI
2. Kishor Swapna, Software Requirements & Destinations, Tata McGraw Hill

SECTORAL SPECIALIZATION – RURAL &AGRICULTURAL

MARKETING

23MB61G0O: OVERVIEW OF AGRICULTURE AND RURAL SECTORS IN INDIA

Course Code 23MB61G0O

61
 L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

CO#. Course Outcome PO BTL

1 Understand and explain the concepts of agriculture and rural 1 2

sectors
2 Evaluate the contribution of Agriculture and Rural sectors for 1 5
the development of Indian economy
3 Apply the knowledge of developmental theories to discuss the 6 3
degree of development
4 Identify the determinants of rural development in India 6 2

Introduction to rural sector in India, introduction to agricultural sector in India, rural economy of
India, Measures and paradigms of rural development, determinants of rural development.
SYLLABUS
Introduction to Rural Sector in India: Concepts and Connotations of Rural Development; Basic

Elements of Rural Development; Growth versus Development; Why Rural Development; Rising
Expectations and Development; Development and Change; Human beings as the Cause and Consequence
of Development; Some Dilemmas in Development.Introduction to Agricultural Sector in India: Pre
Independence Agrarian System; Agriculture in the Constitution of India; land Resources in India; Small
sized holdings – reasons and disadvantages; Cropping patterns of Agricultural Crops; Low Productivity of
Indian Agriculture – Causes for Low Productivity. Rural Economy of India: Size and Structure of the
Rural Economy; The Characteristics of the Rural Sector; The Role of the Agricultural Subsector; The
Role of the Non-Agricultural Subsector; Challenges and Opportunities.Measures and Paradigms of
Rural Development: Measures of Level of Rural Development; Measures of Income Distribution;
Measures of Development Simplified; Concepts and Measures of Rural Poverty; The Modernisation
Theory; Rosenstein-Rodan’s Theory of the Big Push; Leibenstein’s Critical Minimum Effort Thesis;
Gunnar Myrdal?s Thesis of Spread and Backwash Effects; The Gandhian Model of Rural Development.
Determinants of Rural Development: Changes in Output; Natural Resources; Human Resources
Capital; Technology; Organizational and Institutional Framework; Relation between Rural Development
and Its Determinants

62
 RECOMMENDED TEXTBOOK:

1. Rural Development: Principles, Policies and Management, Katar Singh, Sage Texts, 3 rd edition 2008
2. Agriculture and Rural Development in India since 1947, Chnadra Sekhar Prasad, New Century
Publication, 2009
REFERENCE BOOKS:

1. Rural Management (Edited Book) S B Verma, Deep & Deep Publications Pvt. Ltd. 2010
2. Rural Development - Indian Context, Manie Ahuja, Gully Baba Publishing House (P) Ltd., 1st Edition
2013
3. Gandhian Vision of Rural Development, Asha Patel, D K Print World Ltd. 1 st Edition 2005

23MB62G1O: MANAGEMENT OF AGRICULTURAL AND RURAL DEVELOPMENT

ININDIA

Course Code 23MB62G1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Understand and explain the important areas of management for

2 2
the development of Agricultural sector in India

63
 2 Understand and explain the important areas of management for
2 2
the development of Rural sector in India
3 Apply the knowledge of managerial function like planning,
organizing, controlling to discuss the management model for 3 3
the development of agriculture and rural sector
4 Evaluate the role of Government in Agriculture and Rural
3 5
development

Management of agricultural development in India, management of rural development in India,

planning and organizing for rural development, financing rural development, implementation,
monitoring and evaluation.
SYLLABUS
Management of Agricultural Development in India: Agricultural Inputs and Services; Agricultural
Workers; Agricultural/Rural Credit; New Agricultural Strategy/Green Revolution; Agricultural
Marketing and Trade; Agricultural Price Policy, Food Subsidy and Public Distribution System;
Plantation, Horticulture, Animal Husbandry, Dairy Farming and Fisheries; Agriculture/Rural Insurance;
Taxation of Agricultural Income; Indian Agriculture and Information Technology; Indian Agriculture
and WTO; Government role in policy making and implementation; Mechanism for Agricultural
Development. Management of Rural Development in India: Rural Employment; Rural Industries;
Education and Training in Rural Areas; Rural Health; Rural Electrification; Rural Transport and
Communications; Empowerment of Women, Scheduled Castes (SCs), Scheduled Tribes (STs), Disabled
and Older Persons in Rural Areas; E-governance in Rural Areas; Government role in policy making and
implementation; Mechanism for Rural Development. Planning and organizing for Rural
Development: Levels and Functions of Planning; Decentralization of Planning; Methodology of Micro-
level Planning; Methodology for Block and District-level Planning; Organising for Rural Development:
Criteria for Designing an Appropriate Organisation; Government Organisations; Panchayati Raj
Institutions; Cooperatives; Voluntary Agencies/Non-governmental Organisations; Corporations and
Rural Development; Financing Rural Development: Domestic Institutional Sources; The Role of Non-
institutional Agencies; Deficit Financing or Controlled Inflation; Foreign Sources of Funds.
Implementation, Monitoring and Evaluation: Project Implementation; Project Control; Integration
and Coordination; People’s Participation in Implementation; Project Monitoring; Project Evaluation

RECOMMENDED TEXTBOOK:

1. Rural Development: Principles, Policies and Management, Katar Singh, Sage Texts, 3 rd edition 2008
2. Agriculture and Rural Development in India since 1947, Chnadra Sekhar Prasad, New Century
Publication, 2009
REFERENCE BOOKS:

1. Rural Management (Edited Book) S B Verma, Deep & Deep Publications Pvt. Ltd. 2010

64
2. Rural Development - Indian Context, Manie Ahuja, Gully Baba Publishing House (P) Ltd., 1 st Edition
2013
3. Gandhian Vision of Rural Development, Asha Patel, D K Print World Ltd. 1 st Edition 2005

SECTORAL SPECIALIZATION - PHARMACEUTICAL MARKETING

23MB61P0O: PHARMACEUTICAL MARKETING MANAGEMENT

Course Code 23MB61P0O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Apply key marketing concepts, theories and techniques 2 3

for analysing a variety of marketing situations in
pharmaceutical Industry.
2 1. Implement marketing planning for STP, product related 2 3
strategie for Pharmaceutical products

3 2. Impart the implications for marketing strategy 6 3

determination and implementation of price, distribution
and promotion.

3. Impart the implications for marketing strategy 6 3

determination and implementation of promotion strategies

65
 4.

Marketing, product decision, pricing, pharmaceutical marketing channels, promotion.

SYLLABUS
Marketing: Meaning, concepts, importance and emerging trends; Marketing environment;
Industry and competitive analysis, Indian Pharmaceutical Industry; Analysing consumer buying
behaviour; industrial buying behaviour, Pharmaceutical market segmentation & targeting. Product
Decision- Meaning, Classification, product line and product mix decisions, product life cycle, product
portfolio analysis; product positioning; New product decisions; Product branding, packaging and labeling
decisions, Product management in pharmaceutical industry. Pricing- Meaning, importance, objectives,
determinants of price; pricing methods and strategies, issues in price management in pharmaceutical
industry. An overview of DPCO (Drug Price Control Order) and NPPA (National Pharmaceutical Pricing
Authority).Pharmaceutical marketing channels: Designing channel, channel members, selecting the
appropriate channel, conflict in channels, physical distribution management: Strategic importance, tasks
in physical distribution management. Promotion- meaning and methods, determinants of promotional
mix, promotional budget; an overview - personal selling, Strategic marketing planning; Marketing
implementation and evaluation

RECOMMENDED TEXTBOOK:

1) SubbaRaoChanganti, Pharmaceutical Marketing in India (GIFT – Excel series) Excel Publications.

Principles of Pharmaceutical Marketing – Mickey C. Smith
REFERENCE BOOKS :

1) Walker, Boyd and Larreche : Marketing Strategy- Planning and Implementation, Tata MC Graw Hill,
New Delhi.

2) Dhruv Grewal and Michael Levy: Marketing, Tata MC Graw Hill

66
3) Arun Kumar and N Menakshi: Marketing Management, Vikas Publishing, India 4) RajanSaxena:
Marketing Management; Tata MC Graw-Hill (India Edition)

5 Ramaswamy, U.S &Nanakamari, S: Marketing Management: Global Perspective, Indian Context,

Macmilan India, New Delhi.

23MB62P1O:ADVANCED PHARMACEUTICAL MARKETING MANAGEMENT

Course Code 23MB62P1O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Apply advanced marketing practices to physicians in

2 3
pharmaceutical industry.
2 Apply advanced marketing practices to Patients in
2 3
pharmaceutical industry.
3 Identify the demand for pharmaceutical products based on
6 2
marketing research
4 UnderstandEthical considerations in the marketing of
6 2
pharmaceutical Products.
Marketing of physicians, marketing to patients, the patient/physician dialogue, ethical
considerations.
SYLLABUS
Marketing to physcians: Sales force, including call plan development - Journal ads Medical
education Speaking and consulting fees Marketing to patients Historical development - Positioning
and messaging - Legal and regulatory considerations and principals - Acquisition - Retention - Public
relations Marketing to physicians - Sales force, including call plan development - Journal ads - Medical
education - Speaking and consulting fees. Marketing to patients Historical development Positioning
and messaging o Legal and regulatory considerations and principals Acquisition Retention Public
relationsThe patient/physician dialogue Why it’s important Tactics to drive to desired outcome •
Market research Quick review of traditional market research The difficulties in market research in the
pharmaceutical industry Nontraditional market research. The changing media landscape and its effect on
pharmaceutical marketing.Ethical considerations in the marketing of pharmaceutical products, Time

67
permitting: very brief overview of other topics, Competition from generics, other influencers! Payors,
including HMOs, PBMs, government! Advocacy groups.

RECOMMENDED BOOK:

1.Subba Rao Changanti, Pharmaceutical Marketing in India (GIFT – Excel series) Excel Publications.
Principles of Pharmaceutical Marketing – Mickey C. Smith

REFERENCE BOOKS :

1) Walker, Boyd and Larreche : Marketing Strategy- Planning and Implementation, Tata MC Graw Hill,
New Delhi.

2) Dhruv Grewal and Michael Levy: Marketing, Tata MC Graw Hill

3) Arun Kumar and N Menakshi: Marketing Management, Vikas Publishing, India 4) Rajan Saxena:
Marketing Management; Tata MC Graw-Hill (India Edition)

5 Ramaswamy, U.S &Nanakamari, S: Marketing Management: Global Perspective, Indian Context,

Macmilan India, New Delhi.

68