BA4301 STRATEGIC MANAGEM ENT LT PC

3 00 3
COURSE OBJECTIVE:
To learn the major initiatives taken by a company's top managgement on behalfof corporate, involving
resources and perfomance in external environments. It entails specifying the organization's mission,
vision and objectives, and to equip with skills required to manage business and non-business
organlzations at senior levels. The course adopts a functional approach to management developng
pollcies and plan to understand the analysis and implementation of strategic management in
strategic business units.
UNIT I STRATEGY AND PROCESS
Conceptual framework for strategic management, the Concept of Strategy and the Strategy Formation
Process-Stakeholders in business - Vision, Mission and Pupose-Business definition, Objectives and
Goals - Corporate Governance and Social responsibility-case study.
UNIT I COMPETITIVE ADVANTAGE
Exernal Environment Porter's Five Forces Model-Strategic Groups Competitive Changes during
Industry Evolution-Globalisation and Industry Structure - National Context and Competitive advantage
Resources- Capabilities and competencies-core competencies-Low Cost and differentiation Generic
Building Blocks of Competitive Advantage- Distinctive Competencies- Resources and Capabilities
durability of competitive Advantage- Avoiding failures and sustaining competitive advantage-Case study.
Padeepz App

Padeepz App
UNIT III STRATEGIES
The generic strategic alternatives - Stability, Expansion, Retrenchment and Combination strategies
Business level strategy- Strategy in the Global Environment-Coporate Strategy- Vertical Integration
Diversification and StrategicAlliances-Building and Restrucuing the corporation- Strategic analysisand
choice - Managing Growth - Environmental Threat and Opportunity Profile (ETOP) - Organizational
Capability Profile - Strategic Advantage Profile - Corporate Portfolio Analysis - SWOT Analysis - GAP
Analysis - Mc Kinsey's 7s Framework - GE 9 Cell Model - Distinctive competitiveness - Selection of
matrix - Balance Score Card-case study.
UNIT IV STRATEGY IMPLEMENTATON & EVALUATION
The implementation process, Resource allocation, Designing organisational strucure-Designing
Strategic Control Systens- Matching structure and control to strategy-Implementing Strategic change
Politics-Power and Conflict-Techniques of strategic evaluaion &control-case study.
UNIT V OTHER STRATEGIC ISSUES
Managing Technology and Innovation - Strategic issues for Non Profit organisations. New Business
Models and strategies for Internet Economy-case study Challenges in Strategic
Management: Introduction, Strategic Management as an Organisational Force, Dealing with Strategic
Management in Various Situations, Strategic Management Implications and Challenges
Recent Trends in Strategic Management: Introduction, Strategic Thinking, Organisational Culture and is
Significance, OrganisationalDevelopment and Change, Change Management, Strategic management in
a new globalised economy
TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. Ability to understand the Strategic management process and social responsibility of business
organizations
2. In-depth understanding about the need for developing competitive advantage for organizations
3. Provides insights into various corporate and business level strategies
4. Facilitates to identify the various contral systems required for organizational strategy implementaton
process
5. Enhances the cognitive knowedge about various strategic issues and development of new busines
models

REFERENCES:
1. Hill. Strategic Management: An Integrated apprcach, 2009 Edition Wiley (2012).
2. John A.Parnell. Strategic Management, Theory and practice Bizantra (2012).
3. Azhar Kazmi, Strategic Management and Business Policy, 3rd Edition, Tata McGraw Hill, 2008
4. AdriauH Aberberg and Alison Rieple, Strategic Management Theory &Application, Oxford University
Press, 2008.
5. Lawerence G. Hrebiniak, Making strategy work, Pearson, 2 nd edition, 2013.
6. Gupta, Gollakota and Srinivasan, Business Policy and Strategic Managemen
Application, Prentice Hall of India, 2005.
7 Dr.Dharma Bir Singh, Strategic Management &Business Policy, KoGent Learning
2012.
8. John Pearce, Richard Robinson and Amitha Mittal, Strategic Management, McGra
2012
9. Lafley AG and Roger LMartin, Playing to Win : Strategy really works, Harvard Busin
 Padeepz App
INTERNATIONAL BUSINESS LTPC
BA4302 3 0 0 3

COURSE OBJECTIVE:
> Tounderstand the multinational dimensions in management ofa MNC company and the business
operations in more than one country.

UNIT I AN OVERVIEW OF INTERNATIONAL BUSINESS

Definition and drivers of International Business- Changing Environment of International Business
Country attractiveness- Trends in Globalization- Effect and Benefit of Globalization-International
Institution: UNCTAD Basic Principles and Major Achievements, Role of IMF, Features of BRD, Role and
Advantage of WTO.
THEORIES OF INTERNATIONAL TRADE AND INVESTM ENT
UNIT I
Theories of International Trade: Mercantilism, Absolute Advantage Theory, Comparative Cost Theory,
Hecksher-Ohlin Theory-Theories of Foreign Direct Investment : Product Life Cycle, Eclectic, Market
Power, Internationalisation-instruments of Trade Policy : Voluntary Export Restraints, Administrative
Policy, Anti-dumping Policy, Balance of Payment.
UNIT III GLOBAL ENTRY
Strategic compulsions- Strategic options-Global portfoliomanagement-Global entrystrategy, different
forms of international business, advantages - Organizational ssues of international business
Organizational structures-Controling of international business, approaches to control - Performance
of global business, performance evaluation system.
UNIT IV PRODUCTION, MARKETING, FINANCIALS OF GLOBAL BUSINESS 9
Global production: Location, scale of operations- cost of production- Standardization Vs Differentiation
Make or Buy decisions- global supply chain issues- Quality considerations. Globalization of markets:
Marketingstrategy-Chalenges in product development- pricing-producion and channel management.
Foreign Exchange Determination Systems: Basic Concepts-types of Exchange Rate Regimes- Factors
Affecting Exchange Rates.
UNIT V HUMAN RESOURCE MANAGEM ENT IN INTERNATIONAL BUSINESS
Selection of expatriate managers- Managing across cultures -Training and development- Compensation
Disadvantages ofinternaional business-Conflict in international business- Sources and types of confid
- Conflict resolutions - Negotiation-Ethical issues in international business-Ethical decision-making.
TOTAL: 45 PERIODS
COURSE OUTCOM ES:
1. In Depth knowledge of driving factors of international Business
2. Understanding of theories of tradeand investment praciced in the global world
3. Deep Insights in to various market entry strategies followed by Global Organizations
4. Ability to identify the various global production and supply chain issues and have an
understanding of foreignexchange determinatian system
5. Enhance the cognitive knowedgeof managing business across the cultures
REFERENCES:
1 Charles W.. Hill and Arun Kumar Jain, International Business, 6th edition, Tata McGraw Hil, New
Delhi, 2010.
2. Michael R. Czinkota, lIkka A. Ronkainen and Mchael H. Moffet, International Business, 7ih Edition,
Cengage Learning, New Delhi, 2010.
3 K. Aswathappa, International Business, 5th Edition, Tata Mc Graw Hil, New Delhi, 2012.
4 John D. Daniels and Lee H. Radebaugh, International Business, Pearson Education Asia, New
Delhi, 12 th edition.
5. Vyuptakesh Sharan, International Business, 3rd Edition, Pearson Education in South Asia, New
Delhi, 2011.
6 Rakesh Mohan Joshi, International Business, Oxford University Press, New Delhi, 2009.

Padeepz App
 Padeepz App
BA4008 RETAIL MARKETING
LTPC
300 3
cOURSE OBJECTIVE:
> To understand the concepts of effective retailing

UNIT I INTRODUCTION
An overview of Global Retailing - Challenges and opportunities -Retail trends in India -Socio economic
and technological Influences on retail management-Government of India policy implications on retails.
UNIT II RETAIL FORMATs
Organized and unorganized formats- Different organized retail formats-Characteristics of ea ch fomat
-Emerging trends in retail formats -MNC's role in organized retail formats.

UNIT III RETAILNG DECISIONS

Choice of retail locations - internal and external atmospherics - Positioning of retail shops - Building
retail store Image -Retail service quality management- Retail Supply Chain Management -Retai
Pricing Decisions. Merchandizing and category management - buying.
UNIT IV RETAIL SHOP MANAGEMENT
Visual Merchandise Management - Space Management- Retail Inventory Management - Retai
accounting and audits - Retail store brands - Retail advertising and promotions- Retail Management
Information Systems - Online retail - Emerging trends .
UNIT V RETAIL SHOPPER BEHAVIOUR
Understanding of Retail shopper behavior Shopper Profle Analysis Shopping Decision Process
Factorsinfuencing retail shopper behavior -Complaints Management -Retail sales force Management
- Challenges in Retailing in India.
TOTAL: 45 PERIODS
COURSE OUTCOM ES:
1. To provide insights on retail operation
2. To understand effectivemethods and strategies required for retail management.
3. To understand how to utilize resources and techniques used in retail management.
4. To understand analysis of store location, merchandising, products and pricing.
5. To gain knowedge about shopping behaviour
REFERENCES:
1. Michael Havy ,Baston, Aweitz and Ajay Pandit, Retail Management, Tata Mcgraw Hill, Sixth Edition,
2007
2. Ogden, Integrated Retail Management, Biztantra, India, 2008.
3. Patrick M. Dunne and Robert F Lusch, Retailing, Thomson Leaming, 4th Edition 2008.
4. Chetan Bajaj, Rajnish Tow and Nidhi V. Srivatsava, Retail Management, Oxford University Press,
2007.
5. Swapna Pradhan, Retail Management-Text and Cases, Tata McGraw Hil, 3rd Edition, 2009.
6. Dunne, Retailing, Cengage Leaming, 2nd Edition, 2008
7. Ramkrishnan and Y.R.Srinivasan, Indian Retailing Text and Cases, Oxford University Press, 2008
8. Dr.JaspreetKaur, Customer Relationship Management,Kogent solution.
 Padeepz App
BA4012 SALES AND DISTRIBUTION MANAGEMENT
LTP C
3 00 3

COURSE OBJECTIVE:
> To gain insights into the selling and distribution process.
UNIT I INTRODUCTION 9
Sales management- nature and scope. Sales management positions. Personal Selling -Scope, theories
and strategies. Sales forecasting and budgeting decisions. Online selling -scope, potential, Merits and
Demerits.

UNIT II PERSONAL SELLING PROCESS, SALES TERRITORIESs &QUOTAS 9

Selling process and relationship seling. Designing Sales Territories and quotas. Sales organisaton
structures.

UNIT II MANAGING THE SALES FORCE

Sales force -recruitment, selection, training, motivating, compensation and contro.
UNIT IV MANAGING DISTRIBUTION CHANNELS 9
Distribution Management -Introduction, need and scope. Channels -Strategies and levels, retailing and
wholesaling. Designing channel systems and channel management.
UNIT V BASICS OF LOGISTICs AND SUPPLY CHAIN MANAGEMENT
Logistics- Scope, definition and components. Managing FG Inventory &warehousing. Transportation
Scope, Modes and role in Supply Chain effectiveness. Use of Information Technology in Online
Selling and Goods tracking.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
The student get to learn about
1. The basics ofsales management, theories and strategies
2. The process of personal and relationship selling
3. Managing sales force
4. Managing distribution channels
5. Inventory and supply chain.
REFERENCES:
1. Krishna K. Havaldar, Vasant M. Cavale, Sales and Distribution Management - Text and Cases, Third
Edition, McGraw HU Education, 2017
2. Gupta S.L., Sales and Distribution Management - Text and Cases - An Indian Perspective, Excel
Books, 2008
3. Pingali Venugopal, Sales and Distribution Management - An Iindian Perspective, Response Books
from Sage Publications, 2008.
 Padeepz App

BA4014 DIGITAL MARKETING

LT PC
3 0 0 3
COURSE OBJECTIVES:
of digital
> The primary objective of this module is to examine and explore the role and importance
marketing in today's rapidly changing business environment. its
>It also focusses on how digital marketing can be utilised by organisations and how
effectiveness can measured.

UNIT I
Online Market space-Digital Marketing Strategy-Components -Opportunities for building Brand-Webste
- Planning and Creation- Content Marketing.

UNIT II
Search Engine optimisation - Keyword Strategy- SEO Strategy - SEO success factors -On-Page
Techniques - Off-Page Techniques. Search Engine Marketing- How Search Engine works- SEM
components- PPC advertising -Display Advertisement
UNIT II
E- Mail Marketing -Types of E- Mail Marketing- Email Automation- Lead Generation - Integrating Emai
with Social Media and Mobile- Measuring and maximising email campaign effectiveness. Mobile
Marketing- Mobile Inventorylchannels- Location based; Context based; Coupons and offers, Mobile
Apps, Mobile Commerce, SMS Campaigns-Profiling and targeting.
UNIT IV
Social Media Marketing- Social Media Channels- Leveraging Social media for brand conversations
and buzz Successful /benchmark Social media campaigns. Engagement Marketing- Building Customer
relationships - Creating Loyalty drivers - Influencer Marketing.
UNIT V
Digital Transformation & Channel Attribution- Analytics- Ad-words, Email, Mobile, Social Media, Web
Analytics- Changing your strategy based on analysis- Recent trends in Digital marketing.
TOTAL :45 PERIODS
COURSE OUTCOMES:
1. To examine and explore the role and importance of digital marketing in today's rapidly changing
business environment.
2. To focusses on how digital marketing can be utilised by organisations and how its effectiveness can
measured.
3. To know the key elements of a digital marketing strategy
4. To study how the effectiveness of a digital marketing campaign can be measured
5. To demonstrate advanced practical skills in common digital marketing tools such as SEO, SEM,
Social media and Blogs.
REFERENCES:
1. Fundamentals of Digital Marketing by Puneet Singh Bhatia;Publisher: Pearson Education;
First edition ( July 2017);/SBN-10:933258737X;ISBN-13:978-9332587373.
2. Digital Marketing by Vandana Ahuja ;Publisher: Oxford University Press (April 2015)
4.3. ISBN 10: 0199455449;ISBN-13:
Marketing 978-0199455447
4.0: Moving from Traditional to Digital by Philip Kotler;Publisher: Wiley; 1st edition
(April 2017); ISBN10: 9788126566938;ISBN13:9788126566938;ASIN: 8126566930
5. Ryan, D. (2014 ). Understanding Digital Marketing: Marketing Strategjes for Engagng the Digital
Generation, Kogan Page Limited.
6. Pulizz,J Beginner's Guide to Digital Marketing, Mcgraw Hill Education.
7. Barker, Barker, Bormann and Neher(2017), Social Media Marketing: AStrategic Approach, 2E
South-Western ,Cengage Leaming.

Padeepz App
 Padeepz App
BA4029 SOCIAL MEDIAWEB ANALYTICS LTP C
3 0 0 3

COURSE OBJECTIVE:
> To showcase the opportunities that exist today to leverage the power of the web and social
media

UNIT I INTRODUCTION 9
Evolution of online communities - History and Evolution of Social Media- Social Media vs. traditional
media - Social Media Audience and Goals for using Social Media - Understanding Social Media:
Strong and weak ties - Influencers -How ideas travel- Viralness - Social theory and social meda -
technological deteminism in popular discourse on social media technologies.
UNIT I COMMUNITY BUILDING AND MANAGEM ENT
Science of Social Media Keys to Community Building - Promoting Social Media Pages- Linking
Social Media Accounts-The Viral Impact of Social Media-Digital PR-Encourage Positive Chatter in
Social Media - Identity in social media: formation of identities, communities, activist movements, and
consumer markets - Social Media as business.

UNIT III SOCIAL MEDIA POLICIESAND MEASUREMENTS

Social Media Policies-Etiquette, Privacy- ethical problems posed by emerging social media
technologies -The road ahead in social media- The Basics of Tracking Social Media - social media
analytics- Insights Gained From Social Media- Customized Campalgn Performance Reports
Observations of social media use.

UNIT IV WEB ANALY TICS

Web Analytics - Present and Future, Data Colection - Importance and Options, Overview of
Qualitative Analysis, BusinessAnalysis, KPland Planning,Critical Components of a Successfu Web
Analytics Strategy, Web Analytics Fundamentals, Concepts, Proposals & Reports, Web Data
Analysis.
UNIT V SEARCH ANALY TICs
Search engine optimization (SEO), non -linear media consumption, user engagement, usergenerated
content, web traffic analysis, navigation, usability, eye tracking, online security, online ethics, content
management system, data visualization, RSS feeds, Mobile platforms, User centered design,
Uhderstanding search behaviors.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. The students will be able to enhance the social media skills.
2. The students will be able to develop a mass communication strategy and guide campaigns.
3. To get an idea of social media policies.
4. Understand the fundamentals and concepts of web analytics.
5. How to effectively use the resulting insights to support website design decisions, campaign
optlmisation, search analytics, etc.
REFERENCES:
1. K. M. Shrivastava, Social Media in Business and Governance, Sterling Publishers Private Limited,
2013
2. Christian Fuchs, Social Media a critical introduction, SAGE Publications Ltd, 2014
3. Bittu Kumar, Social Networking, V&S Publishers, 2013
4. Avinash Kaushik, Web Analytics -An Hour a Day, Wiley Publishing, 2007
5. ric T. Peterson, Web Analytics Demystified, Celilo Group Media and Café Press, 2004
6. TakeshiMoriguchi, Web Analytics Consultant Oficial Texbook, 7th Edition, 2016

Padeepz App
 Padeepz App
BA4030 E-BUSINESS MANAGEM ENT
LT PC
3 00 3

COURSE OBJECTIVE:
> To understand the practices and technology to startan online business.
UNIT I INTRODUCTION TO e-BUSINESS 8
e-business, e-business vs e-commerce, Economic forces- advantages - myths - e-business models,
design, develop and manage e-business, Web 2.0 and Social Networking, Mobile Commerce,
S-commerce
UNIT I TECHNOLOGY INFRASTRUCTURE 10
Internet and World Wide Web, internet protocols - FTP, intranet and extranet, information publishing
technology- basics of web server hardware and software.
UNIT III BUSINESS APPLICATIONS 10
Consumer oriented e-business-e-tailing and models -Marketing on web-advertising, e-mail marketing,
affiliated programs - e-CRM; online services, Business oriented e-business,e-governance, EDI on the
internet, Delivery management system, Web Auctions, Virtual communities and Web portals - social
media marketing
UNIT IV e-BUSINESS PAYMENTS AND SECURITY
E-payments - Characteristics of payment of systems, protocols, e-cash, e-cheque and Micro payment
systems- internet security - cryptography- security protocols -network security.
UNIT V LEGAL AND PRIVACY ISSUES 8
Legal, Ethics and privacy issues - Protection enenrino9y-consumer
needs and prolection, cyber
lav
laws, contracts and warranties, Taxation and
TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. Ability to build and manage an e-business.
2. Knowedge about Technology Infrastructure
3. Understanding of customer oriented business applications
4. Knowedge of e business payment protocols and security
5. Understanding of ethical, legal,privacy issues and encryption policies
REFERENCES:
1. Harvey M. Deitel, Paul J.Deitel, Kate Steinbuhler, e-business and e-commerce for managers, Pearson,
2011.
2. Efraim Turban, Jae K. Lee, David King. Ting Peng Liang, Deborrah Turban, Electronic Commerce -
Amanagerial perspective, Pearson Education Asia, 2010.
3. Parag Kulkarni, SunitaJahirabadkao, Pradeep Chande, e business, Oxford University Press, 2012.
4. Hentry Chan &el,E-Commerce- fundamentals and Applications, Wiley India Pvt Ltd, 2007.
5. Gary P.Schneider, Electronic commerce, Thomson course techndlogy.Fourh annualedition, 2007
6. Bharat Bhasker, Electronic Commerce -Frame work technologies and Applicaions, 3re Edition. Tata
McGrawHill Publications, 2009
7
KamleshK.Bajaj and Debjani Nag. Ecommerce- the cutting edge of Business, Tata McGraw Hill
Publications, 7th reprint, 2009.
8. Kalakota et al, Frontiers of Electronic Commerce, Addison Wesley, 2004
9. MichealPapaloelon and Peter Robert, e-business, Wiley India, 2006.
BA4031 ENTERPRISE RESOURCE PLANNING LT PC
3 0 0 3
COURSE OBJECTIVES:
> To exhibit the theoretical aspects of Enterprise Resource Planning.
> To provide practical implication on ERP Suite
implementation.
UNIT I INTRODUCTION
Overviewof enterprise systems-Evolution - Risks and benefits -Fundamental technology- warehouse8
management.
UNIT II ERP SOLUTIONS AND FUNCTIONAL MODULES
10
Overview of ERP software solutions, BPR, Project management, Functional
data, master data and document flow. modules-Organisaional
UNIT II ERP IMPLEM ENTATION
10
Planning Evaluation and selection of ERP systems - Implementation life cycle - ERP implementation,
Methodology and Frame work- Training - Data Migration. People Organization in implementation
Consultants, Vendors and Employees.
UNIT IV POST IMPLEM ENTATION 8
Maintenance of ERP. Organizational and Industrial impact; Success and Failure factors of ERP
Implementation.
UNIT V EMERGING TRENDS ON ERP
Extended ERP systems and ERP add-ons -CRM, SCM, Business analytics - Future trends in ERP
systems-web enabled, Wireless technologies, cloud computing and Augmented reality.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. Knowledge of risk and benefits associated with Enterprise Resource Planning.
2. Knowledge or ERP solutions and functional modules
3. Exposure to the implementation environment
4. Understanding of post implementational impact and maintenance of ERP
5. Knowedge of emerging trends on ERP
REFERENCES:
1. Alexis Leon, ERP demystified, second Edition Tata McGraw-Hil, 2008.
2. Simha R. Magal ,Jeffrey Word, Integrated Business processes with ERP systems, John Wiley &
Sons, 2012.
3. Jagan Nathan Vaman, ERP in Practice, Tata McGraw-Hil, 2008
4. Alexis Leon, Enterprise Resource Planning, second edition, Tata McGraw-HiIl, 2008.
5. Mahadeo Jaiswal and Ganesh Vanapali, ÉRP Macmillan India, 2009
6. Vinod Kumar Grag and N.K. Venkitakrishnan, ERP. Concepts and Practice, Prentice Hall of india,
2006.
7. Summer, ERP, Pearson Education, 2008.

Padeepz App