JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY -

GURAJADA -VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ACADEMIC REGULATIONS

COURSE STRUCTURE & DETAILED SYLLABUS

For

MASTER OF BUSINESSADMINISTRATION
(Applicable for the batches admitted from 2024-25)

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY GURAJADA VIZIANAGARAM

Dwarapudi (Post), Vizianagram, A.P., India – 535003
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

I YEAR I SEMESTER

S.No Course Courses Marks L T P C

Code

1 Management and Organizational Behavior 100 4 0 0 4

2 Managerial Economics 100 4 0 0 4
3 100 4 0 0 4
Accounting for Managers
4 Quantitative Analysis for Business
Decisions 100 4 0 0 4
5 Legal and Business Environment 100 4 0 0 4
6 Business Communication and
Soft skills 100 4 0 0 4
7 Cross Cultural Management
MOOCs : SWAYAM/NPTEL- Related to
Management Courses other than listed 100 4 0 0 4
courses in the syllabus

8 Business Communication and

Soft skills Lab 50 0 0 2 1
9 Information Technology – 50 1
Lab1(Spreadsheet and Tally) 0 0 2
Total 800 28 0 4 30

I YEAR II SEMESTER

S.No Course Code Courses Marks L T P C

1 Financial Management 100 4 0 0 4

2 Human Resource Management 100 4 0 0 4

3 Marketing Management 100 4 0 0 4

4 Operations Management 100 4 0 0 4

5 Business Research Methods 100 4 0 0 4

6 Rural Innovation Projects 100 3 0 0 3

7 Project Management Technology

open elective Management Lean Management 100
Database Management System 4 0 0 4

8 IT-lab 2(Programming R ) 50 0 0 2 1

Total 650 27 0 2 28
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

II YEAR III SEMESTER

S.No Course Courses Marks L T P C
Code
1 Strategic Management 100 4 0 0 4
2 Operations Research 100 4 0 0 4
3 Elective – 1 100 4 0 0 3
4 Elective – 2 100 4 0 0 3
5 Elective – 3 100 4 0 0 3
6 Elective – 4 100 4 0 0 3
7 Industrial Project based on Summer 100 4 0 0 4
Internship
Total 700 28 0 0 24

II YEAR IV SEMESTER
S.No Course Code Courses Marks L T P C

1 Principles of Event Management 100 4 0 0 4

2 Innovation and Entrepreneurship 100 4 0 0 4
3 Elective – 5 100 4 0 0 3
4 Elective – 6 100 4 0 0 3
5 Elective – 7 100 4 0 0 3
6 Elective – 8 100 4 0 0 3
7 Comprehensive Viva- voce 50 0 0 0 2
Total Marks / Credits 650 24 0 0 22
2800 104

*The project work documentation shall be checked with anti plagiarism software (Turnitin). The
permissible similarity shall be less than 30%.

*Comprehensive Viva is to verify the student knowledge as a whole from which he was studied during the two
year course work.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER
Human Resource Management

S. no Course SUBJECT TITLE

Code
1 Leadership and Change Management
2 Performance Evaluation and Compensation
Management
3 Human Resource Metrics and Analytics
4 Human Capital Management
5 Manpower Planning, Recruitment, and Selection

IV SEMESTER
Human Resource Management
S. no Course SUBJECT TITLE
Code
6 Labor Welfare and employment laws
7 International HRM
8 Employee Relations and Engagement
9 Human Resources Development
10 Strategic HRM
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER FINANCE

S. no Course SUBJECT TITLE
Code
1 Investment Analysis and Portfolio Management
2 Managing Banks and Financial Institutions
3 Financial Markets and Services
4 Mergers, Acquisitions and Corporate Restructuring
5 Taxation

IV SEMESTER FINANCE
S. no Course SUBJECT TITLE
Code
6 Financial Derivatives
7 Global Financial Management
8 Financial Risk Management
9 Strategic Financial Management
10 Behavioral Finance
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER - ELECTIVES

MARKETING
S. no Course SUBJECT TITLE
Code
1 Consumer Behavior
2 Retail Management
3 Customer Relationship Management
4 Strategic Marketing Management
5 Digital and Social Media Marketing

IV SEMESTER MARKETING
S. no Course SUBJECT TITLE
Code
6 Services Marketing
7 Promotional and Distribution
Management
8 Green Marketing
9 Advertising and Brand Management
10 Global Marketing Management
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER ELECTIVES

SYSTEMS
S. no Course SUBJECT TITLE
Code
1 Data Mining for Business Decisions
2 Managing Software Projects
3 Web Designing
4 Business Analytics
5 Managing Digital Innovation and Transformation
IV SEMESTER SYSTEMS
S. no Course SUBJECT TITLE
Code
6 Big Data Analytics
7 Enterprise Resource Planning
8 Cyber Laws & Security
9 Information Systems Audit
10 Artificial Intelligence and Machine
Learning
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

OPERATIONS MANAGEMENT
III SEMESTER

Course
S. no SUBJECT TITLE
Code
1 Service Operations Management
2 Quality Toolkit for Managers
3 Pricing and Revenue Management
4 Operations Strategy
5 Sales and Operations Planning

IV SEMESTER
Course
S. no Code SUBJECT TITLE
6 Behavioral Operations Management
7 Theory of Constraints
8 Management of Manufacturing Systems
9 Sourcing Management
10 Supply Chain Analytics
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

TRAVEL AND TOURISM MANAGEMENT

III SEMESTER
S. no Course SUBJECT TITLE
Code
1 Travel agency and Tour Operations
2 Hospitality Management
3 Resort Planning and Destination Management
4 Tourism Policy and Planning
5 Recreation Management

IV SEMESTER
S. no Course SUBJECT TITLE
Code
6 Travel Media and Journalism
7 Event Management
8 Front Office Management
9 Information Technology and Tourism
10 Eco Tourism Practices
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HEALTH CARE AND HOSPITAL MANAGEMENT

III SEMESTER

Course
S. no SUBJECT TITLE
Code
1 Hospital organization and Management
2 Health Care Policies and Delivery Systems
Health Economics
3
Hospital Functions and Support Services
4
Revenue Cycle Management
5

IV SEMESTER
Course
SUBJECT TITLE
S. no Code
6 Patient Care & Services Management
7 Managed Health Care and Insurance
8 Health Laws, Ethics and Regulations
9 Hospital Management Information System
10 Health Analytics
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ENTREPRENEURSHIP AND SMALL ENTERPRISE MANAGEMENT

III SEMESTER
S. no Course SUBJECT TITLE
Code
1 Indian Models in Entrepreneurship
2 Social Entrepreneurship
3 Business Plan Preparation for Small Business
4 Entrepreneurial Marketing

5 Planning, Structuring, and Financing Small

Business

IV SEMESTER
S. no Course SUBJECT TITLE
Code
6 Marketing for Small Business
7 Finance and Accounting for Small Business
8 Technology Appreciation and Intellectual
Property Rights
9 Innovation Technology Management
10 Venture Valuation and Accounting
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO-BUSINESS MANAGEMENT
III SEMESTER
Course
S. no SUBJECT TITLE
Code
Agro-Marketing Management
2 Agro-Business and Rural Green Market
3 Agro-Business Environment
4 Agro-Supply Chain Management
5 Entrepreneurship for Agriculture

IV SEMESTER
Course
S. no SUBJECT TITLE
Code
6 Food Processing Management
7 Disaster Management
8 Food Retail Management
9 Agro- Technology Management
10 Organic Food Technology
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

LOGISTICS AND SUPPLY CHAIN MANAGEMENT

III SEMESTER

Course
S. no SUBJECT TITLE
Code
1 Store keeping and Warehousing management
Transportation and Infrastructure Management for
2
SCM
3 Purchasing and Material Management
4 Reverse Logistics
5 Supply Chain Risk Management

IV SEMESTER

Course
S. no SUBJECT TITLE
Code
6 Enterprise Resource Planning
7 International Logistics Management
8 Lean Supply Chain Management
9 Shipping and Maritime law
10 Green Supply Chain Management
JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

BUSINESS ANALYTICS
III SEMESTER
Course
S. no SUBJECT TITLE
Code
1 Essentials of Business Analytics
2 Text, Social Media& Web Analytics
3 Predictive Analytics
4 Big Data Analytics
5 Marketing Analytics

IV SEMESTER

Course
S. no SUBJECT TITLE
Code
6 Financial Analytics
7 HR Analytics
8 Econometrics and Business Forecasting
9 Data Warehousing and OLAP
10 Data Mining& Machine learning
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SYLLABUS

Management and Organizational Behavior 100 4 0 0 4

Objective:
Objective of the course is to give a basic perspective of Management. This will form
foundation to study other functional areas of management and to provide the students with
the conceptual framework and the theories underlying Organizational Behaviour.
Unit – I
Definition, Nature, Functions and Importance of Management – Evolution of Management
thought – Scientific management, administrative management, Haw throne experiments –
systems approach - Levels of Management - Managerial Skills - Planning – Steps in Planning
Process – importance and Limitations – Types of Plans - Characteristics of a sound Plan -
Management By Objectives (MBO) - Techniques and Processes of Decision Making - Social
Responsibilities of Business
Unit-II
Organizing – Principles of organizing – Organization Structure and Design – Types of power
- Delegation of Authority and factors affecting delegation – Span of control –
Decentralization – Line and staff structure conflicts - Coordination definition and principles -
Emerging Trends in Corporate Structure – Formal and Informal Organization- Nature and
importance of Controlling, process of Controlling, Requirements of effective control and
controlling techniques.
Unit – III
Organizational behavior: Nature and scope – Linkages with other social sciences – Individual
roles and organizational goals – perspectives of human behavior - Perception– perceptual
process – Learning - Learning Process- Theories - Personality and Individual Differences -
Determinants of Personality - Values, Attitudes and Beliefs - Creativity and Creative
thinking.
Unit – IV
Motivation and Job Performance – Content and process Theories of Motivation - Leadership
- Styles - Approaches – Challenges of leaders in globalized era – Groups – stages formation
of groups – Group Dynamics - Collaborative Processes in Work Groups - Johari Window-
Transactional Analysis.
Unit – V:
Organizational conflict-causes and consequences-conflict and Negotiation Team Building,
Conflict Resolution in Groups and problem solving Techniques – Organizational change -
change process - resistance to change - Creating an Ethical Organization.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Harold Koontz, Heinz Weihrich,
A.R.Aryasri, Principles of Management,
TMH, 2010.
2. Dilip Kumar Battacharya, Principles of Management, Pearson, 2012.
3. Kumar, Rao, Chhaalill ―Introduction to Management
Science‖ Cengage Publications,New Delhi
4. V.S.P.Rao, Management Text and Cases, Excel, Second Edition, 2012.
5. K.Anbuvelan, Principles of Management,
University Science Press, 2013.
6. K.Aswathappa ― Organisational Behaviour-Text,
Cases and Games‖, Himalaya Publishing House,
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

New Delhi,2008.
7. Steven L Mc Shane, Mary Ann Von Glinow,
Radha R Sharma: ―Organisational
Behaviour‖, TMH Education, New
Delhi,2008

*******
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Managerial Economics 100 4 0 0 4

Objective: This subject seeks to equip the students with the analytical tools of
Economics and apply the same to rational managerial decision-making. It further seeks
to develop economic way of thinking in dealing with practical business problems and
challenge.

UNIT-I:
Introduction to Managerial Economics: Nature and Scope- Fundamental Concepts:
Incremental reasoning, Concept of Time Perspective, Discounting Principle,
Opportunity Cost Principle, Equi -Marginal Concept,-Theory of Firm.

UNIT-II:
Demand Analysis and Forecasting: Concepts of Demand, Supply, Determinants of Demand
and Supply, Elasticity’s of Demand and Supply- Methods of demand forecasting for
established and new products.

UNIT-III:
Cost and Production Analysis: Cost: Concept and types, Cost-Output Relationships, Cost
Estimation, Reduction and Control- Economies and Diseconomies of Scale- Law of
Variable Proportions- Returns to Scale- Isoquants-Cobb- Douglas and CES Production
functions.

UNIT-IV:
Theory of Pricing: Price determination under Perfect Competition, Monopoly, Oligopoly
and Monopolistic Competitions- Methods of Pricing- Game Theory basics- Dominant
Strategy-Nash Equilibrium and Prisoner‘s Dilemma.

UNIT-V:
Macro Economics and Business: Concept, Nature and Measurement of National Income-
Inflation and Deflation: Inflation - Meaning and Kinds, Types, Causes and
measurement of inflation Measures to Control Inflation, Deflation- - Philips curve-
Stagflation-Theory of Employment- Business cycles: Policies to counter Business
Cycles.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. D.M.Mithani, Managerial Economics, Himalaya Publishing House
2. H.Craig Peterson, W.Cris Lewis, Managerial Economics, Pearson, 2005.
3. Gupta G.S., Managerial Economics, TMH, 1988.
4. P.L. Mehta, Managerial Economics, PHI, 2001.
5. K .K Dawett, Modern Economic Theory, Sultan Chand & Sons.
6. D.N. Dwivedi, Managerial Economics, 7th Ed, Vikas Publishing.
7. Rangarajan and Dholkia, Macroeconomics, TMH.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Accounting for Managers 100 4 0 0 4

Objective:
The objective of this course is to acquaint the students regarding various accounting
concepts and its application in managerial decision making.

Unit – I:
Financial Accounting- concept, Importance and scope, accounting principles, accounting
cycle, journal ledger, trial balance, Preparation of final accounts with adjustments.
Unit – II:
Analysis and interpretation of financial statements – meaning, importance and
techniques, ratio analysis, Fund flow analysis, cash flow analysis (AS - 3).
Unit – III:
Cost accounting–meaning, importance, methods, techniques; classification of costs and
cost sheet; Inventory valuation methods- LIFO, FIFO, HIFO and weighted average
method, an elementary knowledge of activity based costing.
Unit – IV:
Management accounting – concept, need, importance and scope; budgetary control-meaning,
need, objectives, essentials of budgeting, different types of budgets and their preparation.
Unit-V:
Standard costing and variance analysis (materials, labour)-Marginal costing and its
application in managerial decision making, Break Even Analysis.

Relevant cases have to be discussed in each unit and in examination case is compulsory

from any unit. References:

1. MAHESWARI AND MAHESWARI" Financial Accounting", Vikas
Publishing House, New Delhi, 2013.
2. Pandey, I.M. Management Accounting, Vikas Publishing House, New Delhi.
3. Horngen, Sundem & Stratton, Introduction to Management Accounting, Pearson
Education, New Delhi.
4. Hansen & Mowen, Cost Management, Thomson Learning.
5. Mittal, S.N. Management Accounting and Financial management, Shree
Mahavir Book Depot, New Delhi.
6. Jain S.P. and Narang K.L. Advanced Cost Accounting, Kalyani Publishers Ludhiana.
7. Khan M.Y. and Jain, P.K. Management Accounting, TMH, N. Delhi.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Quantitative Analysis for Business Decisions 100 4 0 0 4

Objective:
Students would be able to acquire an understanding of descriptive statistical tools like
measures of central tendency & measures of variation and apply these tools to real life
situations.

Unit I
Basic Mathematical & Statistical Techniques: Linear, Quadratic, Logarithmic and
Exponential Functions- Permutations and Combinations – Matrices - Elementary
operations of matrices.

Unit II
Measures of Central Tendency – Measures of Dispersion –Simple Correlation and
Regression Analysis Concept of Probability- Probability Rules – Joint and Marginal
Probability – Baye‘s Theorem- Probability Distributions- Binomial, Poisson, Normal
and Exponential Probability Distributions.

UNIT III
Introduction to Decision Theory: Steps involved in Decision Making, different
environments in which decisions are made, Criteria for Decision Making, Decision
making under uncertainty, Decision making under conditions of Risk-Utility as a
decision criterion, Decision trees, Graphic displays of the decision making process,
Decision making with an active opponent.

Unit-IV
Sampling and Sampling Distributions – Estimation – Point and Interval Estimates of
Averages and proportions of small and Large Samples –Concepts of Testing Hypothesis
–One Sample Test for Testing Mean and Proportion of Large and Small Samples.

Unit-V
Tests Two Samples –Tests of Difference between Mean and Proportions of Small and
Large Samples – Chi- square Test of Independence and Goodness of Fitness- Analysis
of Variance.

Relevant cases have to be discussed in each unit and in examination case is compulsory

from any unit. References:

1. N.D.Vohra: ―Quantitative Techniques in Management‖, Tata-McGraw Hill Private
Limited, New Delhi, 2011.
2. Gupta S.P: ―Statistical Methods‖, S. Chand and Sons, New Delhi.
3. Anand Sharma: ―Quantitative Techniques for Business decision Making‖, Himalaya
Publishers, New Delhi, 2012.
4. D P Apte: ―Operation Research and Quantitative Techniques‖, Excel Publication, New
Delhi, 2013.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

5. Hamdy, A.Taha: ―Operations Research: An Introduction‖, Prentice-Hall of India, New

Delhi 2003.
6. Anderson: ―Quantitative Methods for Business‖, Cengage Learning, New Delhi 2013.
7. Sancheti, Dc & VK Kapoor, ―Business Mathematics‖, S Chand and Sons, New Delhi.

*******
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Legal and Business Environment 100 4 0 0 4

Objective:
To acquaint students with the issues of Indian business environment in which
business has to operate, to relate the impact of environment on business in an
integrated manner, and to give an exposure to important commercial and industrial
laws.
UNIT-I
Introduction: Concept of Business Environment-Definition-Characteristics-
Environmental factors, Importance at national and international level – problems and
challenges – Environmental Scanning: Importance, Process of scanning- NITI
Aayog: It‘s Role in Economic Development of India- Technological Environment:
Features, Its impact on Business, Restraints on Technological Growth.

UNIT-II
Economic and Political Environment: Concept-Definition of Economic Environment-
Economic Systems- Relative merits and demerits of each systems-Economic
Policies-Monetary-Fiscal- Industrial policies since independence and their
significance – regulatory and promotional framework . Structure of Indian Economy-
Nature and significance. Economic Planning- Objectives, Merits, Limitations-
Concept and Meaning of Political Environment.

UNIT-III
Legal Environment: - Business Law: Meaning, scope and need for Business Law-
Source of Business Law- Indian Contract Act 1872: Its Essentials, Breach of
Contract and remedies. Intellectual Property Rights. Negotiable Instruments Act
1881.

UNIT-IV
Company Act 2013: Memorandum and Articles of Association-Partnership Act 1932:
Duties of Partners- Dissolution of Partnership-Information Technology Act 2000:
Digital signature-Cyber Frauds.

UNIT-V
Miscellaneous Acts: Sales of Goods Act 1930-Sale- agreement to Sale – Implied
Conditions and Warranties- Consumer Protection Act 1986- Competition Act-
Environment (Protection) Act 1986- Foreign Exchange Management Act (FEMA).
Relevant cases have to be discussed in each unit and in examination case is
compulsory from any unit.

References:
1. Francis Cherunillam, Business Environment, Himalaya Publishers.
2.K.Aswathappa, Essentials of Business Environment, Himalaya Publishers.
3.P.K.Dhar, Indian Economy Growing Dimensions, Kalyani Publishers 4.
4.N.D.Kapoor , Mercantile Law, Sultan Chand Publishers.
5.Chaula and Garg, Mercantile Law, Kalyani Publishers
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Business Communication and Soft skills 100 4 0 0 4

Objective:
To acquaint the students with fundamentals of communication, help them honing oral,
written and non-verbal communication skills and to transform them as effective
communicators.

Unit – I
Purpose and process of communication: Objectives of Communication-Process of
Communication- Types of communication; noise, listening skills, Types of listening,
essentials of good listening and tips.
LAB: LISTENING AND SPEAKING SKILLS- Conversational skills (formal and
informal) – group discussion. Listening to lectures, discussions, talk shows, news
programmes, dialogues from TV/radio/Ted talk/Podcast – watching videos on interesting
events on YouTube.(Presenting before the class).

Unit – II
Managing Organizational Communication: Formal and Informal Communication-
Interpersonal and Intrapersonal communication- Role of Emotion in Interpersonal
Communication- Barriers to Interpersonal Communication- Exchange Theory-Gateways
for Effective Interpersonal Communication.
LAB: Organizational Communication:
Choosing the organization – goal setting - time management –– leadership traits – team
work – communicating across teams- designing career and life planning.
Unit – III
Non verbal communication and Body Language: Kinesics, Proxemics, Paralanguage,
Haptics, handshakes, appropriate body language and mannerisms for interviews:
business etiquettes- across different cultures.
LAB: Understanding Body Language Aspects and presenting oneself to an interviewer,
Proper handshakes.
Unit – IV
Written communication: mechanics of writing, report writing- business
correspondence-business letter format- Meetings and managing meetings- Resume
writing-Formats and Skills.
LAB: Writing job applications – cover letter – resume – emails – letters – memos –
reports – blogs – writing for publications.
Unit- V
Presentation skills: prerequisites of effective presentation, format of presentation;
Assertiveness –strategies of assertive behavior; Communication skills for group
discussion and interviews, Interview Techniques.
LAB: Designing presentations and enhancing presentation skills.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Mallika Nawal: ―Business Communication‖, Cengage Learning, New Delhi, 2012.
2. Edwin A. Gerloff, Jerry C. Wofford, Robert Cummins Organisational Communication:
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

The key stone to managerial effectiveness.

3. Meenakshi Rama: ―Business Communication‖, Oxford University Press, NewDelhi
4. C.S.G. Krishnamacharyulu and Dr. Lalitha Ramakrishnan, Business Communication,
Himalaya Publishing House, Mumbai
5. Paul Turner: ―Organisational Communication‖, JAICO Publishing House, New Delhi.
6. SathyaSwaroopDebasish, Bhagaban Das‖ ―Business Communication‖, PHIPrivate
Limited, New Delhi, 2009.
7. R.K.Madhukar: ―Business Communication‖, Vikas Publishing House, New Delhi, 2012.
8. Kelly M Quintanilla, Shawn T.Wahl:―Business and Professional Communication‖,
SAGE,New Delhi, 2012.
9. Sangita Mehta, NeetyKaushish: ―Business Communication‖, University Science Press,
New Delhi, 2010.
10. Anjali Ghanekar: ―Business Communication Skills‖, Everest Publishing House, New
Delhi,2011
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Open Elective Cross Cultural Management 100 4 0 0 4

Objective:
The objective of this course is to enhance the ability of class members to interact
effectively with people from cultures other than their own, specifically in the context of
international business. The course is aimed at significantly improving the ability of
practicing managers to be effective global managers.
Unit – I
Introduction – Concept of Culture for a Business Context; Brief wrap up of
organizational culture & its dimensions; Cultural Background of business stakeholders
[managers, employees, shareholders, suppliers, customers and others] – An Analytical
framework.
Unit – II
Culture and Global Management – Global Business Scenario and Role of Culture.
Framework for Analysis; Elements & Processes of Communication across Cultures;
Communication Strategy for/ of an Indian MNC and Foreign MNC & High-Performance
Winning Teams and Cultures; Culture Implications for Team Building.
Unit – III
Cross Culture – Negotiation & Decision Making – Process of Negotiation and Needed
Skills & Knowledge Base – Overview with two illustrations from multicultural contexts
[India – Europe/ India – US settings, for instance]; International and Global Business
Operations- Strategy Formulation & Implementation; Aligning Strategy, Structure &
Culture in an organizational Context.

Unit – IV
Global Human Resources Management – Staffing and Training for Global Operations –
Expatriate – Developing a Global Management Cadre.. Motivating and Leading;
Developing the values and behaviours necessary to build high-performance organization
personnel [individuals and teams included] – Retention strategies.

Unit – V
Corporate Culture – The Nature of Organizational Cultures Diagnosing the As is
Condition; Designing the Strategy for a Culture Change Building; Successful
Implementation of Culture Change Phase; Measurement of ongoing Improvement.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:

1. Cashby Franklin, Revitalize your corporate culture: PHI, Delhi

2. Deresky Helen, International Management: Managing Across Borders and Cultures, PHI,
Delhi

3. Esenn Drlarry, Rchildress John, The Secret of a Winning Culture: PHI, Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Open Elective Rural Innovation projects 100 3 0 0 3

Objective:
To make the students understand various natural resources and their importance in rural
development.
Unit-I
Definition and meaning of Resources, Types of Rural Resources, Natural and Man-
made, Characteristics of Resources, Importance of different resources in Rural
Development. Rural Governance and Administration in India- Pre & Post independence-
Elements of Indian constitution Constitutional amendment to Panchayati Raj system-
Development (Department) Administration in Rural India.

Unit-II
Land Resources development experience: Classification of land based on utility, Soils –
Structure and importance, Properties of Soil- Physical and Chemical, Soil Conservation-
methods and importance. Status of Rural Development in the SAARC countries.

Unit-III
Human Resources Dimensions of Rural Development-Quantitative aspects of rural
human resource (Gender & Age wide classification, Density, Issue in rural human
resources- Scarcity, lack of skill, attitude, and social status). Food security and public
distribution system-Rural Financial Sector –Sources of Rural Credit: Institutional and
Non Institutional - Service Delivery System in Rural areas, Rural Infrastructural Sector
and Millennium Development Goals Housing in Rural Areas.

Unit-IV
Approaches of Rural Development in India- institutional, technological, area and target
group, participatory, individualistic. Rural Development Policies during different plan
periods. Strategies of Rural Development – growth oriented strategy, Welfare strategy,
Responsive strategy, Holistic strategy, right-based strategy. PURA Model.

Unit-V
Review of Rural Development Programmes in the area of agricultural sector – crop, non-
crop, livestock, fishery, forestry. Review of Rural Development Programmes in area of
Social Sectors – Health, Sanitation and Education. Project Planning and Management.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Rural Development: Principles, Policies and Management, Katar Singh, Sage
Publications India Pvt. Ltd., 2009.
2. Soil & Water Conservation & Watershed Management Hardcover – 2012, Singh PK
Mahnot
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Open Elective MOOCs : SWAYAM/NPTEL- Related to 100 4 0 0 4

Management Courses other than listed courses
in the syllabus

NOTE: Students opting for SWAYAM should register for 12 weeks course and need to
produce the Pass certificate with minimum 40% (Percentage) for receiving the Academic
Credits. The actual percentage mentioned on the certificate will be transferred to the
marks memo.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Business Communication and Soft 50 0 0 2 1

skills Lab

(LAB):
Evaluation Process:
i) For practical (LAB) subject the distribution shall be 20 marks for internal
evaluation and 30 marks for the semester end examinations. There shall be
continuous evaluation by the internal subject teacher during the semester for 20
internal marks. Out of the 20 marks internal, 10 marks shall be for day-to-day
performance (5 marks for day-to-day evaluation and 5 marks for Record) and 10
marks shall be evaluated by conducting an internal test towards the end of semester.
ii) Semester End examination shall be conducted by the teacher concerned and external
examiner for 30 marks. Three QUESTIONS will be given in the external
examination from the activities listed in each unit. Each question carries 10
marks. Duration of the examination is 90 minutes.
Unit: 1
Listening and speaking skills- Conversational skills (formal and informal) – group
discussion. Listening to lectures, discussions, talk shows, news programmes, dialogues from
TV/radio/Ted talk/Podcast – watching videos on interesting events on YouTube. (Presenting
before the class).
Activities for Unit-1:
1) Dos and Don‘ts of Group Discussions.
2) Tell me about yourself.
3) Self SWOT Analysis
4) Analysis of Academic Video clip uploaded on the system for the student.
5) News Presentation- Current affairs.

Unit – II
Organizational Communication:
Choosing the organization – goal setting - Time management –– leadership traits – Team
work – communicating across teams- designing career and life planning.
Activities for Unit-II:
1) Individual goal setting – process / SMART goals.
2) Designing a team activity to be conducted in the class.
3) Preparing a schedule plan for conducting an event (with proper time management).
4) Designing a self career plan.
5) Prepare a time management chart for your daily schedule. (Prioritization)

Unit – III
Non verbal communication and Body Language:
Understanding Body Language Aspects and presenting oneself to an interviewer, Proper
handshakes.
Activities for Unit-III:
1) Maintaining the body language for interviews.
2) Presenting oneself to an interviewer.
3) Importance of kinesics in an interview.
4) Role plays on cross cultural communication.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Unit – IV
Written communication:
Writing job applications – cover letter – resume – emails – letters – memos – reports – blogs
– writing for publications.
Activities for Unit-IV:
1) Preparation of effective Resume.
2) Write dialogues for the following situation: Mr. A calls a Hotel in Shimla to make a
reservation for four people.
3) Write dialogues for the following situation: Mr.K gives direction to his friend how to
reach the JNTUK University.
4) Write a covering letter for job application in TCS.
5) Write at least 5 E-mail etiquette.

Unit- V
Presentation skills:
Designing presentations and enhancing presentation skills.

Activities for Unit-V:

1) Prepare a PowerPoint presentation on presentation skills.
2) How to make an effective presentation.
3) Prepare and present a PPT on any topic given by the examiner.

References:
1.Mallika Nawal: ―Business Communication‖, Cengage Learning, New Delhi, 2012.
2.Edwin A. Gerloff, Jerry C. Wofford, Robert Cummins Organisational Communication:
The key stone to managerial effectiveness.
3. Meenakshi Rama: ―Business Communication‖, Oxford University Press, NewDelhi
4. C.S.G. Krishnamacharyulu and Dr. Lalitha Ramakrishnan, Business Communication,
Himalaya Publishing House, Mumbai
5. Paul Turner: ―Organisational Communication‖, JAICO Publishing House, New Delhi.
6. SathyaSwaroopDebasish, Bhagaban Das‖ ―Business Communication‖, PHIPrivate
Limited, New Delhi, 2009.
7. R.K.Madhukar: ―Business Communication‖, Vikas Publishing House, New Delhi, 2012.
8. Kelly M Quintanilla, Shawn T.Wahl:―Business and Professional Communication‖,
SAGE,New Delhi, 2012.
9. Sangita Mehta, NeetyKaushish: ―Business Communication‖, University Science Press,
New Delhi, 2010.
10. Anjali Ghanekar: ―Business Communication Skills‖, Everest Publishing House, New
Delhi,2011
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Information Technology – Lab1 50 0 0 2 1

(Spreadsheet and Tally)

Lab Evaluation:
i) For practical (LAB) subject the distribution shall be 20 marks for internal
evaluation and 30 marks for the semester end examinations. There shall be
continuous evaluation by the internal subject teacher during the semester for 20
internal marks. Out of the 20 marks internal, 10 marks shall be for day-to-day
performance (5 marks for day-to-day evaluation and 5 marks for Record) and 10
marks shall be evaluated by conducting an internal test towards the end of semester.
ii) Semester End examination shall be conducted by the teacher concerned and external
examiner for 30 marks. Three QUESTIONS will be given in the external
examination from the experiments based on the syllabus. Each question
carries 10 marks. Duration of the examination is 90 minutes.

UNIT- 1
Introducing spreadsheet: Choosing the correct tool; Creating and Saving; Spreadsheet
workspace; Managing the workspace; Entering and editing data; Data entry; Selecting cells;
Saving time when entering data. Presenting a spreadsheet; Number and date/time format
tools; Percentages; Dates and Times; Currency; Text; Performing calculations; Basic
arithmetic; Using functions; Replicating formulae; Absolute cell addressing; References
between worksheets.

UNIT -II
Ranges and functions: Creating named ranges; Using named ranges; Finding and inserting
functions; Excel – Functions: what if, Conditional count, sum and average, Multiple criteria
with count, sum and if. Time and date calculations.

UNIT- III

Basic of Accounting: Type of Accounts, Rules of Accounting, Principles of concepts and

conventions, double entry system, book keeping Mode of Accounting, Financial
Statements, Transaction, Recording Transactions. Getting the functional with Tally, Creation
and setting up of company in Tally.

UNIT- IV
Accounting Masters in Tally- Features- Configurations- Setting up Account Heads.

UNIT- V

Inventory in Tally- Stock – groups – Stock Categories - Godowns / Location Units of

Measure - Stock Items - Creating Inventor y Masters for National Traders
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

II SEMESTER
Financial Management 100 4 0 0 4

Objective:
The Course is designed for the students to understand the Financial Management
concepts and to identify, enrich and fulfill the needs of Financial Markets.

UNIT- I
Financial Management: Concept - Nature and Scope - Evolution of financial
Management - The new role in the contemporary scenario – Goals and objectives of
financial Management - Firm‘s mission and objectives - Profit maximization Vs.
Wealth maximization – Maximization Vs Satisfying - Major decisions of financial
manager.

UNIT-II
Financing Decision: Sources of finance - Concept and financial effects of leverage –
EBIT – EPS analysis. Cost of Capital: Weighted Average Cost of Capital– Theories of
Capital Structure.

UNIT -III
Investment Decision: Concept and Techniques of Time Value of Money – Nature and
Significance of Investment Decision – Estimation of Cash flows – Capital Budgeting
Process – Techniques of Investment Appraisal – Discounting and Non Discounting
Methods.
UNIT-IV
Dividend Decision: Meaning and Significance – Major forms of dividends – Theories of
Dividends – Determinants of Dividend – Dividends Policy and Dividend valuation –
Bonus Shares –Stock Splits – Dividend policies of Indian Corporate.
UNIT-V
Liquidity Decision: Meaning - Classification and Significance of Working Capital –
Components of Working Capital – Factors determining the Working Capital –
Estimating Working Capital requirement – Cash Management Models – Accounts
Receivables –Credit Policies – Inventory Management.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. I.M. Pandey: ―Financial Management”, Vikas Publishers, New Delhi, 2013.
2. Khan and Jain: Financial Management, Tata McGraw Hill, New Delhi,
3. Prasanna Chandra: ―Financial Management Theory and Practice‖, Tata
McGrawHill 2011.
4. P.Vijaya Kumar, M.Madana Mohan, G. Syamala Rao: ―Financial
Management”, Himalaya Publishing House, New Delhi, 2013.
5. Brigham,E.F: ―Financial Management Theory and Practice‖, Cengae Learning,
New Delhi, 2013
6. RM Srivastava, Financial Management, Himalaya Publishing house, 4th edition.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Human Resource Management 100 4 0 0 4

Objective:
To equip the students with basic concepts of Human Resource Management and the
various functions of HRM including Industrial Relations in the liberalized, socialism
environment.
UNIT -I
HRM: Significance - Definition and Functions – evolution of HRM- Principles - Ethical
Aspects of HRM- - HR policies, Strategies to increase firm performance - Role and
position of HR department –aligning HR strategy with organizational strategy - HRM –
changing , global perspective challenges, environment – cross- cultural problems –
emerging trends in HRM.
UNIT -II
Investment perspectives of HRM: HR Planning – Demand and Supply forecasting -
Recruitment and Selection- Sources of recruitment - Tests and Interview Techniques -
Training and Development – Methods and techniques– Job design , evaluation and
Analysis - Management development - HRD concepts.
UNIT -III
Performance Appraisal: Importance – Methods – Traditional and Modern methods –
Latest trends in performance appraisal - Career Development and Counseling-
Compensation - Concepts and Principles- Influencing Factors- Current Trends in
Compensation- Methods of Payments in detail - Incentives rewards compensation
mechanisms.
UNIT -IV
Wage and Salary Administration: Concept- Wage Structure- Wage and Salary Policies-
Legal Frame Work- Determinants of Payment of Wages- Wage Differentials - Incentive
Payment Systems. Welfare management: Nature and concepts – statutory and non-
statutory welfare measures.
UNIT -V
Managing Industrial Relations: Trade Unions - Employee Participation Schemes-
Collective Bargaining– Grievances and disputes resolution mechanisms – Safety at work
– nature and importance – work hazards – safety mechanisms - Managing work place
stress.
Relevant cases have to be discussed in each unit and in examination case is
compulsory from any unit. References:
1. K Aswathappa: ―Human Resource and Personnel Management‖, Tata McGraw Hill,
New Delhi, 2013.
2. N.Sambasiva Rao and Dr. Nirmal Kumar: ―Human Resource Management and
Industrial Relations‖, Himalaya Publishing House, Mumbai.
3. Mathis, Jackson,Tripathy:―Human Resource Management:Asouth-Asin
Perspective‖, Cengage Learning, New Delhi, 2013.
4. Subba Rao P: ―Personnel and Human Resource Management-Text and Cases‖,
Himalaya Publications, Mumbai, 2013.
5. MadhurimaLall, Sakina QasimZasidi: ―Human Resource Management‖, Excel
Books, New Delhi, 2010.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Marketing Management 100 4 0 0 4

The Course is designed for the students to understand the Marketing concepts and to
identify, enrich and fulfill the needs of customers and markets.
UNIT -I
Introduction to Marketing: Needs - Wants – Demands - Products - Exchange -
Transactions - Concept of Market and Marketing and Marketing Mix - Production
Concept- Product Concept - Sales and Marketing Concept - Societal Marketing Concept
- Green Marketing concept - Indian Marketing Environment.

UNIT -II
Market Segmentation, Targeting and Positioning: Identification of Market Segments
- Consumer and Institutional/corporate Clientele - Segmenting Consumer Markets -
Segmentation Basis – Evaluation and Selection of Target Markets – Positioning
significance - Developing and Communicating a Positioning Strategy.

UNIT -III
Product and Pricing Aspects: Product – Product Mix - Product Life cycle -
Obsolescence- Pricing- Objectives of Pricing - Methods of Pricing - Selecting the Final
price - Adopting price - Initiating the price cuts - Imitating price increases-Responding
to Competitor‘s price changes.

UNIT -IV
Marketing Communication: Communication Process – Communication Mix –
Integrated Marketing Communication - Managing Advertising Sales Promotion - Public
relations and Direct Marketing - Sales force
– Determining the Sales Force Size - Sales force Compensation.
UNIT -V
Distribution, Marketing Organization and Control: Channels of Distribution-
Intensive, Selective and Exclusive Distribution- Organizing the Marketing Department -
Marketing Implementation - Control of Marketing Performance - Annual Plan Control -
Profitability Control - Efficiency Control - Strategic Control.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References
1. Phillip Kotler: ―Marketing Management ―, Pearson Publishers, New Delhi,
2013.
2. Rajan Saxena: ―Marketing Management‖, Tata McGraw Hill, New Delhi, 2012.
3. V S Ramaswamy & S Namakumari, Marketing Management Global
Perspective Indian Context 4th Edition, Mac Millan Publishers 2009.
4. Tapan K Panda: “Marketing Management‖, Excel Books, New Delhi, 2012
5. Paul Baines, Chris Fill, Kelly Page Adapted by Sinha K: ―Marketing‖,
Oxford University Press, Chennai, 2013
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Operations Management 100 4 0 0 4

Objective:
This Course is designed to make student understand the strategic significance of
Operation management, to acquaint them with application of discipline to deal with real
life business problem.
UNIT-I:
Introduction to Operation Management: Nature & Scope of Operation/ Production
Management, Relationship with other functional areas, Recent trend in Operation
Management, Manufacturing & Theory of Constraint, Types of Production System, Just
in Time (JIT) & lean system.
UNIT -II:
Product Design & Process Selection: Stages in Product Design process, Value Analysis,
Facility location & Layout: Types, Characteristics, Advantages and Disadvantages,
Work measurement, Job design.
UNIT- III:
Forecasting & Capacity Planning: Methods of Forecasting, Overview of Operation
Planning, Aggregate Production Planning, Production strategies, Capacity Requirement
Planning, MRP, Scheduling, Supply Chain Management, Purchase Management,
Inventory Management.
Unit- IV:
Productivity: Factors, Affecting Productivity – Job Design – Process Flow Charts –
Methods Study – Work Measurement – Engineering and Behavioral Approaches.
UNIT -V:
Quality Management: Quality- Definition, Dimension, Cost of Quality, Quality Circles-
Continuous improvement (Kaizen), ISO (9000&14000 Series), Statistical Quality
Control: Variable & Attribute, Process Control, Control Charts -Acceptance Sampling
Operating Characteristic Curve (AQL , LTPD, Alpha & Beta risk ), Total Quality
Management (TQM).
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit. References:
1. Krajewski & Ritzman (2004). Operation Management -Strategy and Analysis. Prentice
Hall of India.
2. Panner Selvem, Production and Operation Management, Prentice Hall of India.
3. Chunnawals, Production & Operation Management Himalaya, Mumbai
4. Charry, S.N (2005). Production and Operation Management- Concepts, Methods
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Strategy. John Willy& Sons Asia Pvt Limited.

5. K Aswathappa & Sridhar Bhatt, Production & Operations Management, Himalaya,
Mumbai.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Business Research Methods 100 4 0 0 4

Developing the students in Research orientation and to acquaint them with fundamental of
research methods.
UNIT -I
Introduction : Nature and Importance of Research, The role of Business Research,
Aims of social research, Types of Research- Pure research vs. Applied research,
Qualitative research vs. Quantitative research, Exploratory research, Descriptive
research and Experimental research, ethical issues in business research- Defining
Research Problem, Steps in Research process.
UNIT -II
Data Base: Discussion on primary data and secondary data, tools and techniques of
collecting data. Methods of collecting data. Sampling design and sampling procedures.
Random vs. Non-random sampling techniques, determination of sample size and an
appropriate sampling design. Designing of Questionnaire –Measurement and Scaling –
Nominal Scale – Ordinal Scale – Interval Scale – Ratio Scale – Guttmann Scale – Likert
Scale – Schematic Differential Scale.
UNIT -III
Survey Research and data analysis: Selection of an appropriate survey research
design, the nature of field work and Field work management. Media used to
communicate with Respondents, Personal Interviews, Telephone interviews, Self-
administered Questionnaires- Editing – Coding – Classification of Data – Tables and
Graphic Presentation –Preparation and Presentation of Research Report.
UNIT -IV
Statistical Inference: Formulation of Hypothesis –Tests of Hypothesis - Introduction to
Null hypothesis vs. alternative hypothesis, parametric vs. non-parametric tests,
procedure for testing of hypothesis, tests of significance for small samples, application,
t-test, Chi Square test.
UNIT -V
Multivariate Analysis: Nature of multivariate analysis, classifying multivariate
techniques, analysis of dependence, analysis of interdependence. Bi-Variate analysis-
tests of differences-t test for comparing two means and z-test for comparing two
proportions and ANOVA for complex experimental designs.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

1. C.R. Kothari: Research Methodology, methods and Techniques New Age

InternationalPublisher.
2. Navdeep and Guptha : ―Statistical Techniques & Research Methodology‖,
Kalyani Publishers
3. Willam G.Zikmund, Adhkari: ―Business Research Methods‖,
4. Learning, New Delhi, 2013.
5. A.N. Sadhu, Amarjit singh, Research methodology in social sciences, 7th Edition
Himalaya Publications.
6. A Bhujanga rao , Research methodology, Excel Books, 2008.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Project Management 100 4 0 0 4

The objective of this course is to enable the students to gain basic knowledge about the
concept of project, project management, project life-cycle, project appraisal; to acquaint
the students about various issues of project management.

Unit -I:
Basics of Project Management –Concept– Project environment – Types of Projects –
Project life cycle – Project proposals – Monitoring project progress – Project appraisal
and Project selection – Causes of delay in Project commissioning– Remedies to avoid
overruns. Identification of Investment opportunities – Sources of new project ideas,
preliminary screening of projects – Components for project feasibility studies.
Unit- II:
Market feasibility -Market survey – Categories of Market survey – steps involved in
conducting market survey
– Demand forecasting techniques, sales projections.
Unit- III:
Technical and Legal feasibility: Production technology, materials and inputs, plant
capacity, site selection, plant layout, Managerial Feasibility Project organization and
responsibilities. Legalities – Basic legal provisions. Development of Programme
Evaluation & Review Technique (PERT) –Construction of PERT (Project duration and
valuation, slack and critical activities, critical path interpretation) – Critical Path Method
(CPM)
Unit- IV:
Financial feasibility – Capital Expenditure – Criteria and Investment strategies – Capital
Investment Appraisal Techniques (Non DCF and DCF) – Risk analysis – Cost and
financial feasibility – Cost of project and means of financing –– Estimation of cash
flows – Estimation of Capital costs and operating costs; Revenue estimation – Income –
Determinants – Forecasting income –Operational feasibility - Breakeven point –
Economics of working.
Unit -V:
Project Implementation and Review: Forms of project organization – project planning –
project control – human aspects of project management – prerequisites for successful
project implementation – project review – performance evaluation – abandonment
analysis.

Relevant cases have to be discussed in each unit and in examination case is

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

compulsory from any unit. References:

1. Prasanna Chandra, ―Projects, Planning, Analysis, Selection, Financing,
Implementation and Review‖, Tata McGraw Hill Company Pvt. Ltd., New Delhi 1998.
2. Gido: Effective Project Management, 2e, Thomson, 2007.
3. Singh M.K, ―Project Evaluation and Management‖.
4. Vasanth Desai, Project Management, 4th edition, Himalaya Publications 2018.
5. Clifford F. Gray, Erik W. Larson, ―Project Management, the Managerial Emphasis‖,
McGraw Hill, 2000.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Technology Management 100 4 0 0 4

The course aims at providing an overview of various issues connected with Management
of Technology in organizations.
UNIT-I.
Evolution of Technology-Effects of New Technology- Technology Innovation-
Invention-Innovation- Diffusion- Revolutionary and Evolutionary Innovation- Product
and Process Innovation- Strategic Implications of Technology- Technology - Strategy
Alliance- -Convergent and Divergent Cycle- The Balanced Approach.
UNIT-II:
Technology Assessment- Technology Choice- Technological Leadership and
Followership- Technology Acquisition- Technological Forecasting- Exploratory,
Intuitive, Extrapolation, Growth Curves, Technology Monitoring- Normative: Relevance
Tree, Morphological Analysis, Mission Flow Diagram.

UNIT-III:
Diffusion of Technology- Rate of Diffusion; Innovation Time and Innovation Cost-
Speed of Diffusion- Technology Indicators- Various Indicators- Organizational
Implications of Technology- Relationship between Technical Structure and
Organizational Infrastructure- Flexible Manufacturing Management System (FMMS).

UNIT-IV:
Financial Aspects in Technology Management- Improving Traditional Cost -
Management System- Barriers to the Evaluation of New Technology- Social Issues in
Technology Management- Technological Change and Industrial Relations- Technology
Assessment and Environmental Impact Analysis.
UNIT-V:
Human Aspects in Technology Management- Integration of People and Technology-
Organizational and Psychological Factors- Organizational Outcome- Technology
Transfer-Technology Management Scenario in India.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
Suggested Readings:
1. Sharif Nawaz: Management of Technology Transfer & Development, APCFT, Bangalore,
1983.
2. Rohtagi P K, Rohtagi K and Bowonder B: Technological Forecasting, Tata McGraw Hill,
New Delhi.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

3. Betz Fredrick: Managing Technology, Prentice Hall, New Jersey.

4. Gaynor: Handbook of Technology Management, McGraw Hill.
5. Tarek Khalil: Management of Technology, McGraw Hill International, 2000.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Lean Management 100 4 0 0 4

To understand issues and challenges in implementing and development in lean

manufacturing techniques from TPS and its contribution for improving organizational
performance.
Unit- I
Introduction: Mass production system, Craft Production, Origin of Lean production
system , Why Lean production , Lean revolution in Toyota , Systems and systems
thinking , Basic image of lean production , Customer focus , Waste Management.

UNIT- II
Just In Time: Why JIT , Basic Principles of JIT, JIT system, Kanban, Six Kanban rules,
Expanded role of conveyance, Production leveling, Three types of Pull systems, Value
stream mapping. JIDOKA, Development of Jidoka concept, Why Jidoka, Poka, Yoke
systems, Inspection systems and zone control – Types and use of Poka-Yoke systems,
Implementation of Jidoka
UNIT -III
Kaizen: Six – Sigma philosophy and Methodologies ,QFD, FMEA Robust Design
concepts; SPC, QC circles standardized work in lean system , Standards in the lean
system, 5S system.
UNIT- IV
Total Productive Maintenance: Why Standardized work, Elements of standardized work,
Charts to define standardized work, Kaizen and Standardized work Common layouts.
UNIT- V
Hoshin Planning & Lean Culture: Involvement, Activities supporting involvement,
Quality circle activity, Kaizen training, Key factors of PKT success, Hoshin Planning
System, Four Phases of Hoshin Planning, Why Lean culture – How lean culture feels.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Jeffrey Liker, The Toyota Way: Fourteen Management Principles
from the World's Greatest Manufacturer, McGraw Hill, 2004.
2. Debashish Sarkar , Lessons in Lean Management,
3. Dale H., Besterfield , Carol, Besterfield, etal, Total Quality Management (TQM) 5e
by Pearson 2018.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Data Base Management System 100 4 0 0 4

The course is to present an introduction to database management systems, with an

emphasis on how to organize, maintain and retrieve - efficiently, and effectively -
information from a DBMS.
UNIT- I
Introduction to Database Systems: Data - Database Applications - Evolution of Database -
Need for Database Management – Data models - Database Architecture - Key Issues and
Challenges in Database Systems.
UNIT -II
ER and Relational Models: ER Models – ER to Relational Mapping –Object Relational
Mapping - Relational Model Constraints - Keys - Dependencies - Relational Algebra -
Normalization - First, Second, Third & Fourth Normal Forms - BCNF – Join
Dependencies.
UNIT- III
Data Definition and Querying: Basic DDL - Introduction to SQL - Data Constraints -
Advanced SQL - Views
- Triggers - Database Security – Embedded & Dynamic SQL.
UNIT -IV
Transactions and Concurrency: Introduction to Transactions - Transaction Systems -
ACID Properties - System & Media Recovery - Need for Concurrency - Locking
Protocols – SQL for Concurrency – Log Based Recovery - Two Phase Commit Protocol
- Recovery with SQL- Deadlocks & Managing Deadlocks.
UNIT -V
Advanced Topics in Databases: Indexing & Hashing Techniques - Query Processing &
Optimization - Sorting & Joins – Database Tuning - Introduction to Special Topics -
Spatial & Temporal Databases – Data Mining and Warehousing.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Abraham Silberschatz, Henry F. Korth, S. Sudharshan, ―Database System
Concepts‖, SixthEdition, Tata McGraw Hill, 2010.
2. Ramez Elmasri, Shamkant B. Navathe, ―Fundamentals of Database
Systems‖, Sixth Edition, Pearson/Addison - Wesley, 2010.
3. C.J. Date, A. Kannan and S. Swamynathan, ―An Introduction to Database
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Systems‖, PearsonEducation, Eighth Edition, 2006.

4. Raghu Ramakrishnan, ―Database Management Systems‖, Fourth Edition, McGraw Hill,
2015.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

IT Lab 2 (Programming R) 50 0 0 2 1

After taking the course, students will be able to

• Use R for statistical programming, computation, graphics, and modeling,
• Write functions and use R in an efficient way,
• Fit some basic types of statistical models
• Use R in their own research,
• Be able to expand their knowledge of R on their own.

SYLLABUS:

UNIT-I:
Introduction, How to run R, R Sessions and Functions, Basic Math, Variables, Data
Types, Vectors, Conclusion, Advanced Data Structures, Data Frames, Lists, Matrices,
Arrays, Classes.

UNIT-II:
R Programming Structures, Control Statements, Loops, - Looping Over Non vector
Sets,- If-Else, Arithmetic and Boolean Operators and values, Default Values for
Argument, Return Values, Deciding Whether to explicitly call return- Returning
Complex Objects, Functions are Objective, No Pointers in R, Recursion, A Quicksort
Implementation-Extended Extended Example: A Binary Search Tree.

UNIT-III:
Doing Math and Simulation in R, Math Function, Extended Example Calculating
Probability- Cumulative Sums and Products-Minima and Maxima- Calculus, Functions
Fir Statistical Distribution, Sorting, Linear Algebra Operation on Vectors and Matrices,
Extended Example: Vector cross Product- Extended Example: Finding Stationary
Distribution of Markov Chains, Set Operation, Input /out put, Accessing the Keyboard
and Monitor, Reading and writer Files,

UNIT-IV:
Graphics, Creating Graphs, The Workhorse of R Base Graphics, the plot() Function –
Customizing Graphs, Saving Graphs to Files-

UNIT-V:
Probability Distributions, Normal Distribution- Binomial Distribution- Poisson
Distributions Other Distribution, Basic Statistics, Correlation and Covariance, T-Tests,-
ANOVA.

References:
1) The Art of R Programming, Norman Matloff, Cengage Learning
2) R for Everyone, Lander, Pearson
3) R Cookbook, PaulTeetor, Oreilly
4) R in Action,Rob Kabacoff, Manning.
5) Garrett Grolemund, Hands on Programming with R, Oreilly
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER CORE PAPERS

STRATEGIC MANAGEMENT

STRATEGIC MANAGEMENT 100 4 0 0 4

UNIT-I
Introduction: Concepts in Strategic Management, Strategic Management as a process –
Developing a strategic vision, Mission, Objectives, Policies – Factors that shape a company‘s
strategy – Crafting a strategy.
UNIT-II
Environmental Scanning: Industry and Competitive Analysis -Evaluating company resources and
competitive capabilities – SWOT Analysis – Strategies and competitive advantages in diversified
companies and its evaluation. Tools and techniques- Porter's Five Force Model, BCG Matrix, GE
Model,
UNIT-III
Strategy Formulation : Strategy Framework For Analyzing Competition, Porter‘s Value Chain
Analysis, Competitive Advantage of a Firm, Exit and Entry Barriers - Formulation of strategy at
corporate, business and functional levels. Types of Strategies
UNIT-IV
Strategy Implementation : Strategy and Structure, Strategy and Leadership, Strategy and culture
connection - Operationalising and institutionalizing strategy- Organizational Values and Their
Impact on Strategy – Resource Allocation – Planning systems for implementation.
UNIT-V
Strategy Evaluation and control – Establishing strategic controls - Measuring performance –
appropriate measures- Role of the strategist – using qualitative and quantitative benchmarking to
evaluate performance - strategic information systems – problems in measuring performance –
Strategic surveillance -strategic audit

References
1. P.Subba Rao: Business Policy and Strategic Management, Himalaya Publishing
House, New
Delhi, 2010
2. Kazmi: Strategic Management and Business Policy, Tata McGraw Hill, 2009
3. R.Srinivasn: Strategic Management, PHI Learning, New Delhi, 2009
4. Adrian Haberberg & Alison: Strategic Management, Oxford University Press, New
Delhi, 2009
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

OPERATIONS RESEARCH 100 4 0 0 4

Unit – I:
Importance-The History of OR-Definition-Features-Scope of Operations Research –Linear
Programming: Introduction-Advantages of using LP-Application areas of LP- Formation of
mathematical modelling, Graphical method, the Simplex Method; Justification, interpretation of
Significance of All Elements In the Simplex Tableau, Artificial variable techniques: Big M
method.

UNIT II:
Transportation, Assignment Models: Definition and application of the transportation model,
methods for finding initial solution-tests for optimality-variations in transportation problem, the
Assignment Model, Travelling Salesman Problem.

Unit – III:
Dynamic Programming – Applications of D.P. (Capital Budgeting, Production Planning,
Solving Linear Programming Problem) – Integer Programming – Branch and Bound Method.
Unit – IV :– Game Theory: Introduction – Two Person Zero-Sum Games, Pure Strategies,
Games with Saddle Point, Mixed strategies, Rules of Dominance, Solution Methods of Games
without Saddle point – Algebraic, matrix and arithmetic methods. Simulation – Simulation
Inventory and Waiting Lines.

Unit – V:
P.E.R.T. & C.P.M. and Replacement Model: Drawing networks – identifying critical path –
probability of completing the project within given time- project crashing – optimum cost and
optimum duration. Replacement models comprising single replacement and group replacement.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Winston, Operations Research, Cengage, ND
2. Anand Sharma, Operations Research, Himalaya Publishing House, 3. Kalavarthy, S.
Operations Research, Vikas Publishers House Pvt Ltd.,
4. Mcleavey & Mojena, Principles of Operations Research for Management, AITBS publishers,
5. V.K.Kapoor, Operation Research Techniques for Management, Sultan Chand & Sons,
6. Richard Bronson & Govindasami Naadimuthu, SCHAUM‘S OUTLINE OF THEORY &
PROBLEMS OF Operations Research, 2nd Ed., Tata Mc Graw-Hill Edition,
7. JK Sharma Operation Research – Theory and Applications, MacMillan.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY -
GURAJADA -VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

IV SEMESTER CORE PAPERS

PRINCIPLES OF EVENT 100 4 0 0 4

MANAGEMENT

UNIT 1:
Introduction to event
Event- Meaning of event- Need for Event Management- Analysis of Event, Scope of
Event, Decision Makers-Event Manager, Technical Staff- Establishing of Policies and
Procedure- Developing Record Keeping Systems.

UNIT 2:
Event management procedure
Principles for holding an Event, General Details, Permissions- Policies, Government and
Local Authorities, - Phonographic Performance License, Utilities- Fire brigade,
Ambulance, Catering, Electricity, Water. Taxes Applicable.

UNIT 3:
Conduct of an event
Preparing a Planning Schedule, Organizing Tables, Assigning Responsibilities,
Communication and Budget of Event- Checklist, Computer aided Event Management–
Roles & Responsibilities of Event Managers for Different Events.

UNIT 4:
Public relations
Introductions to Public Relations- Concept- Nature- Importance- Limitations-
Media- Types of Media- Media Management, Public Relation Strategy &
Planning. Brain Storming for idea generation- Writings for Public Relations.
UNIT 5:
Corporate events
Planning of Corporate Event, Job Responsibility of Corporate Events Organizer,
Arrangements, Budgeting, Safety of Guests and Participants, Creating Blue
Print, Need for Entertainment in Corporate Events and Reporting.

SKILL DEVELOPMENT: Case Studies

• Preparation of Event Plan for Wedding,

• Preparing Budget for conduct of National level intercollegiate sports events.

• Preparation of Event Plan for College day Celebrations.

• Preparation of Budget for Conducting inter collegiate Commerce Fest.

BOOKS FOR REFERENCE:

1. Event Entertainment and Production – Author: Mark Sonderm CSEP Publisher: Wiley&
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY -
GURAJADA -VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Sons, Inc.
2. GhouseBasha – Advertising & Media Mgt, VBH.
3. Anne Stephen – Event Management, HPH.
4. K. Venkataramana, Event Management, SHBP.
5. Special Event Production – Doug Matthews – ISBN 978-0-7506-8523-8
6. The Complete Guide to successful Event Planning – Shannon Kilkenny
7. Human Resource Management for Events – Lynn Van der Wagen (Author)
8. Successful Team Manageemnt (Paperback) – Nick Hayed (Author)
9. Event Management & Public Relations by Savita Mohan – Enkay Publishing House
10. Event Management & Public Relations By Swarup K. Goyal – Adhyayan Publisher –2009
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

INNOVATION AND ENTREPRENEURSHIP 100 4 0 0 4

UNIT I
Entrepreneurship: Definition of Entrepreneur, Entrepreneurial motivation and barriers; Internal
and external factors; Types of entrepreneurs; Theories of entrepreneurship; Classification of
entrepreneurship. Creativity and Innovation: Creative Problems Solving, Creative Thinking,
Lateral Thinking, Views of De Bono, Khandwalaand others, Creative Performance in terms
of motivation and skills.

UNIT II
Creativity and Entrepreneurial Plan: Idea Generation, Screening and Project Identification,
Creative Performance, Feasibility Analysis: Economic, Marketing, Financial and Technical;
Project Planning, Evaluation, Monitoring and Control, segmentation, Targeting and positioning
of Product, Role of SIDBI in Project Management.

UNIT III
Operation problems: Incubation and Take-off, Problems encountered Structural, Financial
and Managerial Problems, Types of Uncertainty. Institutional support for new ventures:
Supporting organizations; Incentives and facilities; Financial Institutions and Small-scale
Industries, Govt. Policies for SSIs.

UNIT IV
Family and non-family entrepreneurs: Role of Professionals, Professionalism vs. family
entrepreneurs, Role of Woman entrepreneur, Sick industries, Reasons for Sickness,
Remedies for Sickness, Role of BIFR in revival, Bank Syndications.

Unit V
Introduction to Innovation management, Managing Innovation within Firms, Business
strategy & organization Knowledge, New Product Strategy & Managing New Product
Development, Role of Technology in Management of innovation, Managing for Intellectual
Property Right. Start-Ups - Product Identification - Business Plan- The Marketing Plan and
Financial Plan/ Sources of Capital - Business Setup - Legal and Administrative Task -
Marketing and Branding of the Product.

References:
1) Couger, C-Creativity and Innovation (IPP, 1999)
2) Nina Jacob, -Creativity in Organisations (Wheeler, 1998)
3) Jonne&Ceserani-Innovation & Creativity(Crest) 2001.
4) BridgeSetal-Understanding Enterprise: Entrepreneurship and Small Business (Palgrave,2003)
5) Holt-Entrepreneurship: New Venture Creation (Prentice-Hall) 1998.
6) Singh P&Bhanderkar A-Winning the Corporate Olympiad:TheRenaissan cearadigm(Vikas)
7) Dollinger M J-Entrepreneurship (Prentice-Hall, 1999).
8) Tushman, M.L. & Lawrence, P.R. (1997)-Managing Strategic Innovation & Change Oxford .
9) Jones T. (2003)-Innovating at the Edge: How Organizations Evolve and Embed Innovation
Capability.Butterwork Heinemann, U. K.
10) Amidon, D. M.(1997)-Innovation Strategy for the Knowledge Economy:The Kanawakening.
Butterwork-Heinemann, New Delhi, India.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER
ELECTIVES
(HUMAN RESOURCE MANAGEMENT)

LEADERSHIP AND CHANGE MANAGEMENT 100 4 0 0 3

Unit I:
Organisational Leadership: Definition, Components and evaluation of leadership, factors of
leadership, Situational Leadership Behaviour: Meaning, Fiedler Contingency Model, Path Goal
and Normative Models - Emerging Leadership Behaviour: Transformational, Transactional and
Visionary Leadership - Leadership for the new Millennium Organisations - Leadership in Indian
Organisations. Leadership Effectiveness: Meaning, Reddins‘ 3-D Model, Hersey and Blanchard
Situational Model, Driving Leadership Effectiveness, Leadership for Organisational Building.
Unit II:
Leadership Motivation, Culture: Motivation Theories for Leadership- Emerging Challenges in
Motivating Employees. Motivation, Satisfaction, Performance.Organisational Culture: Meaning,
Definitions, Significance, Dimensions, Managing Organisational Culture, Changing
organisational Cultural.Leadership Development: Leadership development: Significance –
Continuous Learning: Principles of learning to develop effective leadership – Vision and Goals
for organisation: significance of goals for leaders – Charting vision and goals of Indian leaders
and abroad.
Unit III:
Strategic Leadership: Leader Self management: significance - Developing self esteem and
balancing emotions – Interpersonal Leadership Skills: Praise – Criticise – Communicate –
Leadership Assertiveness: Circle of influence and circle of concern – Leadership with
Edification: Tools of edification – Leadership and creativity: Developing creative thinking –
Leadership and Team Building: Principles of team building, individual versus Group versus
Teams – Leadership and Integrity: Developing character and values.
UNIT IV:
Basics of Change Management: Meaning, nature and Types of Change – change programmes –
change levers – change as transformation – change as turnaround – value based change.
UNIT V:
Mapping change: The role of diagramming in system investigation – A review of basic flow
diagramming techniques –systems relationships – systems diagramming and mapping, influence
charts, multiple cause diagrams- a multidisciplinary approach -Systems approach to change:
systems autonomy and behavior – the intervention strategy model – total project management
model (TPMM). Organization Development (OD): Meaning, Nature and scope of OD -
Dynamics of planned change – Person-focused and role-focused OD interventions –Planning OD
Strategy – OD interventions in Indian Organizations – Challenges to OD Practioners
Relevant cases have to be discussed in each unit and in examination case is compulsory from any
unit.

Reference Books:
1. Peter G. Northouse, Leadership, 2010, Sage. Publication.
2. Richard L. Daft ―Leadership‖ Cengage Learning 2005.
3. Uday Kumar Haldar ―Leadership and Team Building‖ Oxford Higher Education 2010
4. Richard L Hughes, Robert C Ginnett, Gordon J Curphy ―Leadrship‖ Tata Mc Graw Hill
Education Private Limited 2012.
5. Peter Lornge, Thought leadership Meets Business, 1st edition, 2009, Cambridge.
6.Cummings: ―Theory of Organisation Development and Change‖, Cengage Learning, New
Delhi, 2013.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

7. Robert A Paton: Change Management, Sage Publications, New Delhi, 2011. 3.

NilanjanSengupta: Managing Changing Organisations, PHI Learning, New Delhi, 2009
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

PERFORMANCE EVALUATION AND COMPENSATFION 100 4 0 0 3

MANAGEMENT

Unit- I:
Introduction: –Definition –concerns-scope-Historical developments in performance
management-Over view of performance management-Process for managing performance-
Importance –Linkage of PM to other HR processes-Performance Audit.
Unit- II:
Performance Management Planning: Introduction-Need-Importance-Approaches-The Planning
Process—Planning Individual Performance- Strategic Planning –Linkages to strategic planning-
Barriers to performance planning-Competency Mapping-steps-Methods.
Unit-III:
Management System: objectives – Functions- Phases of Performance Management System-
Competency, Reward and Electronic Performance Management Systems-Performance
Monitoring and Counselling: Supervision- Objectives and Principles of Monitoring- Monitoring
Process- Periodic reviews- Problem solving- engendering trust-Role efficiency- Coaching-
Counselling and Monitoring- Concepts and Skills .
UNIT -IV:
Compensation: concept and definition – objectives and dimensions of compensation program –
factors influencing compensation –Role of compensation and Reward in Modern organizations
Compensation as a Retention strategy- aligning compensation strategy with business strategy -
Managing Compensation: Designing a compensation system – internal and external equity– pay
determinants - frame work of compensation policy - influence of pay on employee attitude and
behaviour - the new trends in compensation management at national and international level.
UNIT V:
Compensation Structure: Compensation Structure -History and past practices, elements of
,management compensation –Types of compensation system-Performance based and Pay based
structures-Designing pay structures-comparison in evaluation of different types of pay
structures-Significance of factors affecting-Tax Planning –Concept of Tax planning-Role of tax
planning in compensation benefits-Tax efficient compensation package-Fixation of tax liability
salary restructuring.
Relevant cases have to be discussed in each unit and in examination case is compulsory from any
unit.
References
1. Prem Chadha: ―Performance Management‖, Macmillan India, New Delhi, 2008.
2. Michael Armstrong & Angela Baron, ―Performance Management‖: The New Realities, Jaico
Publishing House, New Delhi, 2010.
3. T.V.Rao, ―Appraising and Developing Managerial Performance‖, Excel Books, 2003.
4. David Wade and Ronad Recardo, ―Corporate Performance Management‖, Butter Heinemann,
New Delhi, 2002.
5. Dewakar Goel: ―Performance Appraisal and Compensation Management‖, PHI Leaarning,
New Delhi, 2009
6. A.M. Sarma ―Performance Management Systems‖ Himalaya Publishing House, New Delhi,
2010.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HUMAN RESOURCE METRICS AND ANALYTICS 100 4 0 0 3

Objective of the Course: Objective of the course is to provide knowledge in developing right
HR metrics and analytics based on the organizational requirements. This will lay foundation in
pruning HR metrics into Analytics for effective management decisions.

Unit 1
HR Metrics Overview--Concepts, Objectives-- Historical evolution of HR metrics.--Explain how
and why metrics are used in an organization--Deciding what metrics are important to your
business--HR metrics design principles--Approaches for designing HR metrics--The Inside-Out
Approach--The Outside-In Approach-- Align HR metrics with business strategy, goals and
objectives--Link HR to the strategy map--

Unit II
Creating levels of metrics measures—HR Effeciency measures—HR Effectiveness measures--
HR value / impact measures. Building HR functions metrics-- Workforce Planning Metrics--
Recruitment Metrics --Training & Development Metrics-- Compensation & Benefits Metrics --
Employee relations & Retention Metrics

Unit III
HR Analytics Overview -- What HR Analytics. -- Importance of HR Analytics. -- Translating
HR metrics results into actionable business decisions for upper management (Using Excel
Application exercises, HR dashboards)-- HR information systems and data sources-- HR Metrics
and HR Analytics-- Intuition versus analytical thinking-- HRMS/HRIS and data sources--
Analytics frameworks like LAMP-- HCM:21(r) Model.

Unit IV
Diversity Analysis-- Equality, diversity and inclusion, measuring diversity and inclusion,
Testing the impact of diversity, Workforce segmentation and search for critical job roles..
Recruitment and Selection Analytics--Evaluating Reliability and validity of selection models,
Finding out selection bias.Predicting the performance and turnover. Performance Analysis--
Predicting employee performance, Training requirements, evaluating training and development.

UNIT V:
Optimizing selection and promotion decisions. Monitoring impact of Interventions-- Tracking
impact interventions-- Evaluating stress levels and value-change-- Formulating evidence based
practices and responsible investment-- Evaluation mediation process, moderation and interaction
analysis.

References
1. Edwards Martin R, Edwards Kirsten (2016),―Predictive HR Analytics: Mastering the HR
Metric‖,Kogan Page Publishers, ISBN-0749473924
2. Fitz-enz Jac (2010), ―The new HR analytics: predicting the economic value of your
company‘s human capital investments‖, AMACOM, ISBN-13: 978-0-8144-1643-3
3. Fitz-enz Jac, Mattox II John (2014), ―Predictive Analytics for Human Resources‖, Wiley,
ISBN- 1118940709
4. Bernard Marr(2018), Data Driven HR:How to use Analytics and metrics to data driven
performance,Kindle Edition.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

5. John Sullivan(2003)HR Metrics The World Class Way, Kennedy Information ISBN 978-
1932079012
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HUMAN CAPITAL MANAGEMENT 100 4 0 0 3

Unit I:
Economic theories of Human Capital: Nature and Role of Human Capital; The Human Capital
Model; Predictions of Human Capital Approach; Socio-economic relevance of labour problems
in changing scenario; Evolution of organized labour; Industrialization and Development of
Labour Economy; Growth of Labour Market in India in the globalised stetting.
Unit II:
Accounting Aspects of Human Capital – Cost Based Models: Meaning, Basic Premises, Need
and Significance of HRA, Advantages and Limitation of HRA; Monetary and Non-Monetary
Models; Cost Based Models- Acquisition Cost Method, Replacement Cost Model, Opportunity
Cost Method, standard cost method, Current Purchasing Power Method (C.P.P.M.); Comparison
of Cost incurred on Human capital and the contributions made by them in the light of
productivity and other aspects.
Unit III:
Accounting Aspects of Human Capital – Value Based Models: Value Based Models -
Hermanson‘sUnpurchased Goodwill Method, Hermanson‘s Adjusted Discount Future Wages
Model, Lev and Schwartz Present Value of Future Earnings Model, Flamholtz‘s Stochastic
Rewards Valuation Model, Jaggi and Lau‘s Human Resource Valuation Model, Robbinson‘s
Human Asset Multiplier Method, Watson‘s Return on Effort Employed Method, Brummet,
Flamholtz and Pyle‘s Economic Value Method of Group Valuation, Morse‘s Net Benefit
Method; Recent developments in the field of Human Asset/Capital Accounting.
Unit IV:
Quality of Work Life: Workers‘ Participation in Management - Worker‘s Participation in India,
shop floor, Plant Level, Board Level- Quality Circles. Workers‘ education objectives -
Rewarding. Employees Engagement and Empowerment-nature-types-drivers-benefits-
measurement of Engagement-Empowerment.
Unit V:
Industrial Accidents and safety: meaning and definition of accident-types of industrial
accidents-cost and consequences-causes and prevention of accidents- Industrial safety –statutory
machineries for industrial safety-safety audit. Social Security: Introduction and types –Social
Security in India, Health and Occupational safety programs- work place discipline –work place
counselling-meaning –definition –types-advantages-characteristics of an effective counsellor.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References
1. I.L.O., Social & Labour aspects of Economic Development, Geneva
2. Report of the National Commission on Labour
3. Patterson & Schol., Economic Problems of Modern Life. Mc-Graw Hill Book Company.
4. Walter Hageabuch, Social Economics, Cambridge University Press.
5. S. Howard Patterson, Social Aspects of Industry.
6. Millis and Montgonery, Labours Progress and some Basic Labour Problems. Mc -Graw Hill
Book Company.
7. Flamholtz, Eric, Human Resource Accounting, Dickenson Publishing Co., Califf.
8. Hermanson, Roger H. Accounting for Human Assets, Occasionals Paper No.14, Graduate
School of Business Administration, Michigan State University. 9. Flamholtz, Eric G., Human
Resource Accounting: Advances in Concepts, Methods and Applications, Jossey Eass
Publishers, San Francisco, London.
10. Likert, Rensis, The Human Organisation: Its Management and Value, McGraw Hill Book
Co., New York, N.Y.
11. Ganguli, Prabuddha, Intellectual Property Rights: Unleashing the Knowledge Economy,
Tata McGraw-Hill Publishing Co. Ltd., New Delhi.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

12. Chakraborty, S.K., Human Asset Accounting: The Indian Context in Topics in Accounting
and Finance, Oxford University Press.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

MANPOWER PLANNING, 100 4 0 0 3

RECRUITMENT, AND SELECTION

Unit I
Basics of Human Resource Planning: Macro Level Scenario of Human Resource Planning-
Factors affecting HRP -Concepts and Process of Human Resource Planning - Methods and
Techniques of Demand Forecasting - Methods and Techniques of Supply Forecasting - Micro
Level Planning.
Unit II
Manpower Planning, Human Resource Planning and Business Environment; Defining and
Drawing Manpower Systems- Stocks and Flows; Human Resource Distribution Mapping and
Identifying Surplus; Downsizing Strategies- Legal and voluntary framework.
Unit III
Analysis, design and evaluation of job: nature of job analysis, process, methods of collecting
job data, potential problems with job analysis-job design-contemporary issues-job evaluation –
process-methods.
Unit IV
Recruiting and selecting the right talent: recruitment and selection needs-recruitment process-
alternative to recruitment-selection process-evaluation-barriers to effective selection-making
the selection effective.
Unit V
Training and Development: Overview of training and development systems, organizing
training department, training and development policies, linking training and development to
company‘s strategy, Requisites of Effective Training, Training Needs Assessment (TNA)
Designing Training and Development Programs Evaluation of Training and Development.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Prior, John, Handbook of Training and Development, Jaico Publishing House, Bombay.
2. Trvelove, Steve, Handbook of Training and Development, Blackwell Business.
3. Warren, M.W. Training for Results, Massachusetts, Addison-Wesley.
4. Craig, Robert L., Training and Development Handbook, McGraw Hill.
5. Garner, James, Training Interventions in Job Skill Development, Addison-Wesley.
6. Mathis, Jackson,Tripathy:―Human Resource Management:Asouth-Asin Perspective‖,
Cengage Learning, New Delhi, 2013
7. Subba Rao P: ―Personnel and Human Resource Management-Text and Cases‖, Himalaya
Publications, Mumbai, 2013.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

IV SEMESTER
ELECTIVE PAPERS
Human Resource Management

LABOR WELFARE AND 100 4 0 0 3

EMPLOYMENT LAWS

UNIT I:
Labour Welfare: Concept, scope and philosophy, principles and approaches of labour welfare,
Indian constitution on labour, Agencies of labour welfare and their role. Impact of ILO on labour
welfare in India.

UNIT II:
Labour welfare programmes: Statutory and non-statutory, extra mural and intra mural, Central
Board of Workers‘ Education; Workers‘ Cooperatives- Welfare Centres -Welfare Officers‘ Role,
Status and Function, Signs of poor welfare.

UNIT III:
Labour Legislation: Objectives-Principles-Classification-Evaluation of Labour legislation in
India- Factories Act 1948, Definitions - Objectives of Act - Factory Inspectorate: – Measures to
be taken by Factories for Health, Safety and Welfare of Workers - Working Hours - Wage and
Compensation - Provisions Relating to Hazardous Processes - Annual Leave with Wages -
Special Provisions - Obligations by Employer and Employee - Offences and Penalties., Contract
Labour (Regulation and Abolition) Act 1970 and A.P.Shops and Establishments Act.

UNIT IV:
Industrial Relations Legislation: Industrial Disputes Act 1947Concept, objectives, Types of
Strikes and their Legality – Authorities under the Act and their Duties – Voluntary Reference of
Disputes to Arbitration – Types of Strikes and Lock-outs Wages for Strike and Lock-out Period–
Change in Conditions of Service. Industrial Employment (standing orders) Act 1946
Certification of Draft Standing Orders – Appeals – Date of Operation of Standing Orders –
Posting of Standing Orders – Payment of Subsistence Allowance.

UNIT V:
Trade Unions Act 1926. Definitions - Scope and Significance – Characteristics - Types of Trade
Unions - Reasons for Joining Trade Unions - Advantages and Disadvantages of Trade unions-
Legislations of Trade Unions- Rights and Privileges. Wage and Social Security Legislation:
Payment of wages Act 1936 - Minimum wages Act 1948 - Payment of Bonus Act 1966 -.
Payment of Gratuity Act 1972 - Workmen‘s Compensation Act 1923 - Employees State
Insurance Act 1948 - Maternity Benefit Act 1961 and Employees Provident Fund and
Miscellaneous Provisions Act 1952.

Relevant cases have to be discussed in each unit and in examination case is compulsory from any
unit.
References:
1. Govt. of India (Ministry of Labour, 1969). Report of the Commission on Labour Welfare,
New Delhi: Author.
2. Govt. of India (Ministry of Labour, 1983). Report on Royal Commission on Labour in India,
New Delhi: Author.
3. Malik, P.L: ―Industrial Law‖, Eastern Book Company. Laknow,1977
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

4. Moorthy, M.V: ―Principles of Labour Welfare‖, Oxford University Press, New Delhi.
5. Pant, S.C: ―Indian Labour Problems‖, Chaitanya Pub. House. Allahabad.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

INTERNATIONAL HUMAN 100 4 0 0 3

RESOURCE MANAGEMENT

UNIT I
Introduction: A Global HR Perspective in New Economy-Challenges of Globalization -
Implications of Managing People and Leveraging Human Resource - Strategic Role of
International HRM – Distinction between Domestic and International HRM – HR Challenges at
International Level.

UNIT II
Managing International Assignments: Significance -Global HR Planning – Staffing policy –
Training and development – performance appraisal –International Labour relations – Industrial
democracy - Positioning Expatriate – Repatriate – factors of consideration - Strategies - Legal
content of Global HRM- International assignments for Women - Problems.

UNIT III
Cross Culture Management: Importance – Concepts and issues – Understanding Diversity –
Managing Diversity Cross- Cultural Theories – Hofstede‘s Model – Kluchkohn - Strodthbeck
Model – Andre- Laurent‘ Theory – Cultural Issues. considerations - Problems – Skill building
methods – Cross Culture Communication and Negotiation – Cross Culture Teams. Talent
crunch – Indian MNCs and Challenges.

UNIT IV
Compensation Management: Objectives -Importance – Concepts- Trends - Issues – Methods –
Factors of Consideration – Models – incentive methods – Approaches of Compensation in
Global Assignments - global compensation implications on Indian systems - Performance
Management.

UNIT V
Global Strategic Advantages through HRD: Measures for creating global HRD Climate –
Strategic Frame Work of HRD and Challenges - Globalization and Quality of Working Life
and Productivity – Challenges in Creation of New Jobs through Globalization- New Corporate
Culture.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Subba Rao P: ―International Human Resource Management‖, Himalaya Publishing House,
Hyderabad, 2011
2. NilanjanSen Gupta: ―International Human Resource Management Text and cases‖ Excel
Books, New Delhi.
3. Tony Edwards :―International Human Resource Management‖, Pearson Education, New
Delhi, 2012
4. Aswathappa K, Sadhana Dash: ―International Human Resource Management, TMH, New
Delhi,
5. Monir H Tayeb: ―International Human Resource Management‖, Oxford Universities Press,
Hyderabad, 2012.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

EMPLOYEE RELATIONS AND ENGAGEMENT 100 4 0 0 3

UNIT I :
Industrial Relations Management: Concept-meaning and scope of IR-system frame work-
Theoretical perspective- Evaluation –Background of industrial Relations in India- Influencing
factors of IR in enterprise and the consequences. Globalization and IR- Recent Trends in
Industrial Relations.

UNIT II:
Trade Unions: Introduction-Definition and objectives-growth of Trade Unions in India -Union
recognition-Union Problems-Employees Association- Collective Bargaining –Characteristics-
Importance-Principles-The process of CB-Participation in the bargaining process-Essential
conditions for the success of collective bargaining –Negotiating techniques and skills.

UNIT III:
Employee Grievances: Causes of Grievances – Grievances Redressal Machinery – Discipline in
Industry _ Measures for dealing with Indiscipline–Standing Orders- Code Discipline.

UNIT IV:
Industrial Disputes: Meaning, nature and scope of industrial disputes - Cases and Consequences
of Industrial Disputes –Prevention and Settlement of industrial disputes in India.

UNIT V :
Employee Engagement : Concept-Definition-Elements- Factors- Levels - Driers of Employee
Engagement-Measurement-Strategies- The role of managers in engaging the employees.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References
1. C.S Venkataratnam: ―Industrial Relations‖, Oxford University Press, New Delhi, 2011
2. Sinha: ―Industrial Relations, Trade Unions and Labour Legislation‖, Pearson Education, New
Delhi, 2013
3. Mamoria: ―Dynamics of Industrial Relations‖, Himalaya Publishing House, New Delhi, 2010
4. B.D.Singh: ―Industrial Relations‖ Excel Books, New Delhi, 2010
5. Arun Monappa: ―Industrial Relations‖, TMH, New Delhi. 2012
6. Prof. N.Sambasiva Rao and Dr. Nirmal Kumar: ―Human Resource Management and Industrial
Relations‖, Himalaya Publishing House, Mumbai
7. Ratna Sen: ―Industrial Relations‖, MacMillon Publishers, New Delhi, 2011
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HUMAN RESOURCES DEVELOPMENT 100 4 0 0 3

UNIT-I:
Concept of HRD-objectives-Structure-Need-Scope- HRD in selected industrial organisations-
significance-HRD functions-Framework-Techniques-Attributes of a HRD manager.

UNIT – II:
HRD Strategies:- An Overview - Strategies - Training and Development - Methods - Evaluation
of training programmes. HRD Process Model: Methods of Implantation, Evaluation of HRD
programmes. Identification of HRD needs and Design and development of HRD programmes.

UNIT – III:
HRD interventions: Mentoring for employee development: Concepts of Mentoring-Perspectives-
Mentoring relationship-Outcomes of Mentoring programmes-Design and implementation of
formal-mentoring programmes-Barriers to mentoring-Role of mentoring in development,
understanding the role and responsibilities of mentor, mentee-Special issues in Mentoring.

UNIT – IV:
Employee counselling for HRD: Overview of counselling programmes, employee assistance
programme, stress management, employee wellness and health promotion. Career Planning,
management, and development: Career development stages and activities, role of individual and
organization in career planning, Issues in career management.

UNIT-V :
The future of HRD and HRD Ethics: Research, practice and education of HRD for innovation
and talent development and management, Role of HRD in developing ethical attitude and
behaviour and development, Ethical problems with HRD roles. Applications of HRD: HRD
Climate, HRD for managing organizational change, HRD for Workers (blue collar employees),
HRD Audit.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Arun Monappa; Personnel Management;
2. Rudrabasava Raj M.N. : Dynamic Personnel Administration Management of Human
Resources;
3. Udai Pareek, Human Resource Development;
4. S. Ravishankar & R.K. Mishra (Ed). : Management of Human Resources in Public
Enterprises;
5.Haribson F, Educational Planning and Human Resources Development, International Institute
for Education, UNESCO, Paris;
6. Bell DJ, Planning Corporate' Manpower, Longman;
7, Walker James W'. Human Resource Planning, MGH.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

STRATEGIC HUMAN 100 4 0 0 3

RESOURCE MANAGEMENT

UNIT-I
Human Resource Strategy: Introduction to Strategic Human Resource Management - Evaluation
objectives and Importance of Human Resources Strategy- Strategic fit – A conceptual
framework -Human Resources contribution to strategy - Strategy driven role behaviours and
practices – Theoretical Perspectives on SHRM approaches - Linking business strategies to HR
strategies.

UNIT-II
Strategic Human Resource Planning: Objectives, benefits, levels of strategic planning -Activities
related to strategic HR Planning-Basic overview of various strategic planning models-Strategic
HR Planning model-Components of the strategic plan.

UNIT-III
Strategy Implementation: Strategy implementation as a social issue-The role of Human
Resource-Work force utilization and employment practices-Resourcing and Retention strategies-
Reward and Performance management strategies.

UNIT-IV
Strategic Human Resource Development: Concept of Strategic Planning for HRD Levels in
Strategic HRD planning-Training and Development Strategies-HRD effectiveness.

UNIT-V
Human Resource Evaluation: Overview of evaluation - Approaches to evaluation, Evaluation
Strategic contributions of Traditional Areas - Evaluating Strategic Contribution of Emerging
Areas-HR as a Profit centre and HR outsourcing strategy.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Charles R. Greer: ―Strategic Human Resource Management‖ - A General Manager Approach -
Pearson Education, Asia
2. Fombrum Charles & Tichy: ―Strategic Human Resource Management‖ - John Wiley Sons,
1984
3. Dr. Anjali Ghanekar ―Strategic Human Resource Management‖ Everest Publishing House,
Pune 2009
4. Tanuja Agarwala ―Strategic Human Resource Management‖ Oxford University Press, New
Delhi 2014 www.universityupdates.in || www.android.universityupdates.in ||
www.ios.universityupdates.in www.universityupdates.in || www.android.universityupdates.in
|| www.ios.universityupdates.in University Updates
5. Srinivas R Kandula ―Strategic Human Resource Development‖ PHI Learning PVT Limited,
New Delhi 2009
6. Dreher, Dougherty ―Human Resource Strategy‖ Tata Mc Graw Hill Publishing Company
Limited, New Delhi 2008
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

III. SEMESTER ELECTIVES

FINANCE
MBA III SEMESTER
INVESTMENT ANALYSIS AND PORTFOLIO 100 4 0 0 3
MANAGEMENT

Objective: To enlighten the students with the Concepts and Practical applications of Security
Analysis and Portfolio Management

Unit-I: Concept of Investment, Investment Vs Speculation, and Security Investment Vs Non-

security Forms of Investment-Investment Environment in India. Investment Process - Sources of
Investment Information, Security Markets – Primary and Secondary – Types of securities in
Indian Capital Market, Market Indices. Calculation of SENSEX and NIFTY.

Unit-II: Return and Risk – Meaning and Measurement of Security Returns. Meaning and Types
of Security Risks: Systematic Vs Non-systematic Risk. Measurement of Total Risk - Intrinsic
Value Approach to Valuation of Bonds - Preference Shares and Equity Shares.

Unit-III: Fundamental Analysis – Economy, Industry and Company Analysis, Technical

Analysis – Concept and Tools and Techniques Analysis – Technical Analysis Vs Fundamental
Analysis - Efficient Market Hypothesis; Concept and Forms of Market Efficiency.

Unit-IV: Elements of Portfolio Management, Portfolio Models – Markowitz Model, Efficient

Frontier and Selection of Optimal Portfolio. Sharpe Single Index Model and Capital Asset
Pricing Model, Arbitrage Pricing Theory.

Unit-V: Performance Evaluation of Portfolios; Sharpe Model – Jensen‘s Model for PF

Evaluation, Evaluation of Mutual Fund.

Suggested Readings:
1. Fisher DE and Jordon RJ, Security Analysis and Portfolio Management,PHI, New Delhi
2. Ambika Prsasad Dash, Security Analysis and Portfolio Management,IK Int Pub House, New
Delhi
3. Hirt and Block, Fundamentals of Investment Management, TataMcGrawHill, New Delhi
4. Reily Frank K, Investment Analysis and Portfolio Management,Cengage, New Delhi
5. Bodie,Kane,Marcus and Mohanty, Investments, TataMcGraw Hill, New Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

6. Peter Lynch, One Up on Wall Street, Simon & Schuster Paperbacks, New York
7. Sharppe W, Alexander,GJ., & Baily JV., Investments, TMH, New Delhi
8. Avadhani, VA, SAPM, Himalaya Publishers.
9. Bhalla, VK Investment Management, S.Chand., New Delhi
10. Preeti Singh, Investment Management, Himalaya Publishers.
11. Timothy Vick, How to Pick Stocks like Warren Buffett, TMH, New Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

MANAGING BANKS AND 100 4 0 0 3

FINANCIAL INSTITUTIONS

Unit – I: Financial System in India: Introduction - Evolution of Banking - Phases of

development - RBI and the Financial System - Committees on Banking Sector Reforms -
Prudential Banking -- RBI Guidelines and directions.

Unit – II: Organization, Structure and Functions of RBI and Commercial Banks: Introduction -
Origination, Structure and Functions of RBI and Commercial Banks - Role of RBI and
Commercial Banks - Lending and Operation policies - Banks as Intermediaries - NBFCs -
Growth of NBFCs - FDI in Banking Sector - Banking Regulations - Law and Practice.

Unit – III: Risk Management in Banks : Introduction - Asset/Liability Management Practices -

Credit Risk Management - Credit Risk Models - Country Risk Management - Insurance
Regulations and Development Authority (IRDA).

Unit – IV: Financial Institutions and Development Banking : Introduction - Origin, Growth and
Lending Policies of Terms lending Institutions - Working of IDBI - IFCI - STCs - SIDBI - LIC -
GIC - UTI - Role of Financial Institutions in Capital Market.

Unit – V: New Financial Instruments and Institutions : Private Banks - Old generation and New
generation private banks - Foreign Banks - NSE - Depositories - DFHI - New Equity and Debt
Instruments - SEBI and RBI guidelines.

Suggested Readings:

1. Koch W Timothy and Scott S Macdonald, "Bank Management" Thomson (South-Western),

Bangalore 2005 (Text Book)
2. Khan M Y., "Indian Financial System", Tata Mc Graw Hill, New Delhi, 2004
3. Srivastava, RM ., "Management of Indian Financial Institutions", Himalaya Publishing House,
Mumbai, 2005
4. Avadhani V A., "Investments and Securities Markets in India", Himalaya Publishing House,
Mumbai, 2004
5. Srinivasan NP and Saravanavel, P., "Development Banking in India and Abroad", Kalyani
Publications, Ludhiyana, 2001
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

FINANCIAL MARKETS AND SERVICES 100 4 0 0 3

Objective: To enlighten the students with the Concepts and Practical dynamics of Financial
Markets and Financial Services
UNIT – I : Structure of Financial System – role of Financial System in Economic Development
– Financial Markets and Financial Instruments – Capital Markets – Money Markets – Primary
Market Operations – Role of SEBI – Secondary Market Operations – Regulation – Functions of
Stock Exchanges – Listing – Formalities – Financial Services Sector Problems and Reforms.
UNIT – II : Financial Services: Concept, Nature and Scope of Financial Services – Regulatory
Frame Work of Financial Services – Growth of Financial Services in India – Merchant Banking
– Meaning-Types – Responsibilities of Merchant Bankers – Role of Merchant Bankers in Issue
Management – Regulation of Merchant Banking in India. Leasing – types of Leases – Evaluation
of Leasing Option Vs. Borrowing.
UNIT – III : Venture Capital – Growth of Venture Capital in India – Financing Pattern under
Venture Capital – Legal Aspects and Guidelines for Venture Capital. Factoring, Forfeiting and
Bill Discounting – Types of Factoring Arrangements – Factoring in the Indian Context.

UNIT – IV : Credit Rating – Meaning, Functions – Debt Rating System of CRISIL, ICRA and
CARE. Mutual Funds – Concept and Objectives, Functions and Portfolio Classification,
Organization and Management, Guidelines for Mutual Funds. Working of Public and Private
Mutual Funds in India. Debt Securitization – Concept and Application – De-mat Services-need
and Operations-role of NSDL and CSDL.
UNIT – V : Microfinance: Over view of Microfinance, Indian Rural financial system,
introduction to Microfinance, Microfinance concepts, products, (savings, credit, insurance,
pension, equity, leasing, hire-purchase service, Microfinance in kind, Micro-remittances,
MicroSecuritization. Microfinance models: Generic models viz. SHG, Grameen, and Co-
operative, variants SHG NABARD model, SIDBI model, SGSY model, Grameen Bangladesh
model, credit unions. Poverty and Need of Microfinance. Gender issues in Microfinance
Suggested Readings:

1. Bhole & Mahakud, Financial Institutions and Market, TMH, New Delhi
2. V.A.Avadhani, Marketing of Financial Services, Himalayas Publishers, Mumbai
3. DK Murthy, and Venugopal, Indian Financial System, IK Int Pub House
4. Anthony Saunders and MM Cornett, Fin Markets & Institutions,TMH,
5. Edminister R.D., Financial Institution, Markets and Management.
7. Punithavathy Pandian, Financial Markets and Services, Vikas, New Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

8. Vasanth Desai, Financial Markets & Financial Services, Himalaya, Mumbai

9. Meir Khan – Financial Institutions and Markets, Oxford Press.
MERGERS, ACQUISITIONS 100 4 0 0 3
AND CORPORATE RESTRUCTURING

Objective:
Unit – I: Mergers- types of merger– theories of mergers- operating, financial and managerial
synergy of mergers – value creation in horizontal, vertical and conglomerate mergers – internal
and external change forces contributing to M & A activities- Impact of M & A on stakeholders.

Unit – II: M & A – A strategic perspective- industry life cycle and product life cycle analysis in
M&A decision, strategic approaches to M&A- SWOT analysis, BCG matrix. Takeovers, types,
takeover strategies, - Takeover defences – financial defensive measures – methods of resistance
– anti-takeover amendments – poison pills Legal aspects of Mergers/amalgamations and
acquisitions/takeovers- Combination and Competition Act- Competition Commission of India
(CCI), The SEBI Substantial Acquisition of Shares and Takeover code
Unit – III: Merger Process: Dynamics of M&A process - identification of targets – negotiation -
closing the deal. Five-stage model – Due diligence– Types - due diligence strategy and process -
due diligence challenges. Process of merger integration – organizational and human aspects –
managerial challenges of M & A.
Unit – IV: Methods of financing mergers – cash offer, share exchange ratio – mergers as a
capital budgeting decision Synergies from M&A: Operating and Financial synergy Accounting
for amalgamation – amalgamation in the nature of merger and amalgamation in the nature of
purchase- pooling of interest method, purchase method – procedure laid down under Indian
companies act of 2013.
Unit – V: Corporate restructuring – significance - forms of restructuring – joint ventures – sell
off and spin off – divestitures – equity carve out – leveraged buy outs (LBO) – management buy
outs – master limited partnership– Limited Liability Partnership (LLP) in India: Nature and 91
incorporation of LLP-De merger- strategic alliance buyback of shares.
Suggested Readings:

1. Value Creation from Mergers and Acquisitions, Sudi Sudarsanam – 1/e, Pearson
Education, 2003.
2. Merger Acquisitions & Corporate Restructuring – Chandrashekar Krishna Murthy &
Vishwanath. S.R – Sage Publication.
3. Mergers, acquisitions and Corporate Restructuring, NishikantJha, Himalaya Publishing
House, 2011.
4. Corporate Restructuring, Bhagaban Das, Debdas Raskhit and Sathya Swaroop Debasish,
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Himalaya Publishing, 2009.

5. Business Legislation for Management, M.C. Kuchhal and Vivek Kuchhal, 4/e, Vikas
Publishing House, 2013.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

TAXATION 100 4 0 0 3

Objective: To acquaint the students with the theoretical and practical aspects of direct taxes
including wealth taxes.

Unit –I: General Principles of Tax – Direct and Indirect Taxes – State Power to Levy Tax – Tax
System – Provisions of Income Tax Act 1961 – Finance Act – Basic Concepts.

Unit- II: Income Tax – Deductions, Computation, Payment and Accounting- deductions
from Gross Total Income, Rebates and Reliefs and Computation of Taxable Income and
Tax Payable, Filing of Income Tax Returns – Provisions, Forms and Due Dates, Notices
and Assessments.

Unit III: Tax Planning for Firms, HUFs and AOPs- partnership firm under Income Tax
Law, tax deductions available to firms, Provisions relating to interest and remuneration
paid to partner, Computation of partnership firms‘ book profit, Set-off and carry-forward of
losses of Firms and taxation of HUFs and Associations of Persons (AOPs).

Unit IV: Corporate Taxation- Computation of taxable income, Carry-forward and set-off of
losses for companies, Minimum Alternative Tax (MAT), Set-off and Carry-forward of
Amalgamation Losses, Tax Planning for Amalgamation, Merger and Demerger of
Companies, Tax Provisions for Venture Capital Funds

Unit V: Tax Audit and Accounting for Income Tax - Tax Audit, Qualities and
Qualifications Required in Tax Auditors, Forms, Reports and Returns and Tax Reporting
and Disclosure in Financial Statements

Suggested Readings:

1. Dr. V.K. Singhania & Dr. Kapil Singhania, Direct Taxes Law and Practice, Taxman
Publications Pvt. Ltd., New Delhi.

2. Bhagavati Prasad, Direct Taxes Law and Practice, Wishwa Prakashan, New Delhi.

3. Dinkar Pagare, Income Tax and Practice, Sultan Chand and Sons, New Delhi.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

FINANCE
MBA IV SEMESTER
FINANCIAL DERIVATIES 100 4 0 0 3

Objective: To enlighten the students with the concepts and practical applications of derivatives
in the security markets.
Unit - I: Introduction to Financial Derivatives – Meaning and Need – Growth of Financial
Derivatives in India – Derivative Markets – Participants- Functions – Types of Derivatives –
Forwards – Futures – Options-Swaps – The Regulatory Framework of Derivatives Trading in
India.

Unit - II: Features of Futures –Differences Between Forwards and Futures – Financial Futures –
Trading – Currency Futures – Interest Rate Futures – Pricing of Future Contracts- Value at Risk
(VaR)-Hedging Strategies – Hedging with Stock Index Futures – Types of Members and
Margining System in India – Futures Trading on BSE & NSE.

Unit - III: Options Market – Meaning & Need – Options Vs Futures -Types of Options
Contracts – Call Options – Put Options- Trading Strategies Involving Options – Basic Option
Positions – Margins – Options on Stock Indices – Option Markets in India on NSE and BSE.

Unit - IV: Option Pricing – Intrinsic Value and Time Value- Pricing at Expiration – Factors
Affecting Options pricing- Put-Call Parity Pricing Relationship- Pricing Models - Introduction to
Binominal Option Pricing Model – Black Scholes Option Pricing Model.

Unit – V: Swaps – Meaning – Overview – The Structure of Swaps – Interest Rate Swaps –
Currency Swaps – Commodity Swaps – Swap Variant – Swap Dealer Role –Equity Swaps –
Economic Functions of Swap Transactions - FRAs and Swaps.
Suggested Readings:
1. Hull C. John, ―Options, Futures and Other Derivatives‖, Pearson Educations Publishers,
2. David Thomas. W & Dubofsky Miller. Jr., Derivatives valuation and Risk Management,
Oxford University, Indian Edition.
3. ND Vohra & BR Baghi, Futures and Options, Tata McGraw-Hill Publishing Company Ltd.
4. Red Head: Financial Derivatives: An Introduction to Futures, Forward, Options‖ Prentice Hall
of India.
5. David A. Dubofsky, Thomas W. Miller, Jr.: Derivatives: Valuation and Risk Management,
Oxford University Press.
6. Sunil K.Parameswaran, ―Futures Markets: Theory and Practice‖ Tata-McGraw-Hill
Publishing Company Ltd.
7. D.C. Patwari, Financial Futures and Options, Jaico Publishing House.
8. T.V. Somanathan, Derivatives, Tata McGraw-Hill Publishing Company Ltd.
9. NSE Manual of Indian Futures & Options & www. Sebi.com
10. S.C. Gupta, Financial Derivatives: Theory, Concepts and Problems, Prentice Hall of India.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

GLOBAL FINANCIAL MANAGEMENT 100 4 0 0 3

Objective: to enlighten the students with the Concepts and Practical applications of Gobal
Financial Management.
Unit I : International Monetary and Financial System: Evolution; Breton Woods Conference and
Other Exchange Rate Regimes; European Monetary System, South East Asia Crisis and Current
Trends.

Unit II : Foreign Exchange Risk: Transaction Exposure; Accounting Exposure and Operating
Exposure – Management of Exposures – Internal Techniques, Management of Risk in Foreign
Exchange Markets: Forex Derivatives – Swaps, futures and Options and Forward Contracts.

Unit III : Features of Different International Markets: Euro Loans, CPs, Floating Rate
Instruments, Loan Syndication, Euro Deposits, International Bonds, Euro Bonds and Process of
Issue of GDRs and ADRs.

Unit IV : Foreign Investment Decisions : Corporate Strategy and Foreign Direct Investment;
Multinational Capital Budgeting; International Acquisition and Valuation, Adjusting for Risk in
Foreign Investment.

Unit V: International Accounting and Reporting; Foreign Currency Transactions, Multinational

Transfer Pricing and Performance Measurement; Consolidated Financial Reporting.
Suggested Readings:
1. Buckley Adrin, Multinational Finance, 3rd Edition, Engle Wood Cliffs, Prentice Hall of India.
2. S.P.Srinivasan, B.Janakiram, International Financial Management, Wiley India, New Delhi.
3. Clark, International Financial Management, Cengage, ND
4. V.Sharan, International Financial Management, 3rd Edition, Prentice Hall of India.
5. A.K.Seth, International Financial Management, Galgothia Publishing Company.
6. P.G.Apte, International Financial Management, Tata McGrw Hill, 3rd Edition.
7. Bhalla, V.K., International Financial Management, 2nd Edition, New Delhi, Anmol, 2001.
8. V.A.Avadhani, International Financial Management, Himalaya Publishing House.
9. Bhalla, V.K., Managing International Investment and Finance, New Delhi, Anmol, 1997.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

FINANCIAL RISK MANAGEMENT 100 4 0 0 3

Objective: To equip the students with adequate knowledge and Skill to understand and manage
the risk and uncertainties to which financial institutions are exposed to.

Unit – I: Introduction The concept of Risk, Nature, Need and scope of risk. Source,
measurement, identification and evaluation of Risk. Types of risk–Product market risk and
capital market risk. Possible Risk events, Risk Indicators, Risk Management Process–pre-
requisites and fundamentals. Misconceptions of Risk. An integrated approach to Corporate Risk
Management. Risk management approaches and methods. A comprehensive view of Risk in
Financial Institutions. Risk reporting process–internal and external.

Unit – II: Measurement and Management of Risk: Value at risk (VaR): The concept,
computation, stresses testing, back testing. Cash flow at risk (CaR): VaR and CaR to make
investment decisions. Managing risk when risk is measured by VaR or CaR Non-Insurance
methods of Risk Management-Risk Avoidance, Loss Control, Risk Retention and Risk Transfer.
Asset-Liability Management (ALM): evolution & concept, RBI guidelines. Capital Adequacy.
Management of interest rate risk, liquidity risk, credit risk and exchange rate risk.

Unit – III: Techniques and Tools of Risk Management: Forward contracts and Futures contracts
The concept of Derivatives and types of Derivatives. The role of Derivative securities to manage
risk and to exploit opportunities to enhance returns. Individuals, speculators, hedgers,
arbitrageurs and other participants in Derivatives Market. Forward contracts: Definition, features
and pay-off profile of Forward contract. Valuation of forward contracts. Forward Contracts to
manage Commodity price risk, Interest rate risk and exchange rate risk. Limitations of Forward
contract. Futures contracts: Definition. Clearing house, margin requirements, marking to the
market. Basis and convergence of future price to spot price. Valuation of Futures contract.
Differences between forward contracts and futures contracts. Risk management with Futures
contracts–the hedge ratio and the portfolio approach to a risk–minimizing hedge.

Unit – IV: Techniques and Tools of Risk Management: SWAPS Definition, types of swaps.
Interest rate swaps, Currency swaps. Interest rate Swaps: Mechanics of Interest rate swaps
.Using Interest rate Swaps to lower borrowing costs, hedge against risk of rising and falling
interest rates. Valuation of interest rate Swaps. Pricing of Interest rate swaps at origination and
valuing of Interest rate swaps after origination. Currency Swaps: Types of Currency Swaps.
Valuation of currency swaps. Using Currency Swaps to lower borrowing costs in foreign
country, to hedge against risk of a decline in Revenue, to hedge against risk of an increase in
Cost, to hedge against risk of a decline in the value of an asset, to hedge against risk of a rise in
the value of a liability. Pricing of currency swap at origination and valuing of currency swap
after origination.

Unit – V: Techniques and Tools of Risk Management: Options Definition of an option. Types of
options: call option, put option, American option and European option. Options in the money, at
the money and out of the money. Option premium, intrinsic value and time value of options.
Pricing of call and put options at expiration and before expiration. Options on stock indices and
currencies. The Binominal option pricing model (BOPM): assumptions - single and two period
models. The Black & Scholes option pricing model (BSOPM): assumptions.
Suggested Readings:
1. Dun and Bradstreet, ―Financial Risk Management‖, 2007, TMH, Delhi.
2. Paul Hopkins, Kogan Page, ―Fundamentals of Risk Management‖, 2010, Institute of Risk
Management.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

3. Ravi Kumar, ―Asset Liability Management‖, Vision Books Pvt. Ltd.

4. David. A. Dubofsky & Thomas. W. Miller, Jr., ―Derivatives Valuation and Risk
Management‖, 2003, Oxford University Press.
5. Jean-Philippe Bouchaud and Mark Potters, ―Theory of Financial Risk and Derivative Pricing‖,
2009, 2nd Ed. Cambridge press
6. John C. Hull & Sankarshan Basu, ―Options, Futures and Other Derivatives‖, 7th Ed, Pearson
Education.
7. ―Theory and Practice of Treasury and Risk Management in Banks‖, Indian Institute of
Banking and Finance, March 2006, Taxmann
8. Peter S. Rose & Sylvia C. Hudgins, ―Bank Management & Financial Services‖, 7th Ed, Tata
McGraw-Hill
9. Rene. M. Stulz, ―Risk Management & Derivatives‖, 2003, Thomson Southwestern.
10. Jayanth Rama Varma, ―Derivatives and Risk Management‖, TMH.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

STRATEGIC FINANCIAL MANAGEMENT 100 4 0 0 3

Objective: To enlighten the students with the Concepts and Practical applications of Strategic
Financial Management., with particular reference to the financial strategy and value of the
enterprise.

Unit-1: Financial Goals and Strategy – Shareholder Value Creation (SCV): Market Value Added
(MVA) – Market-to-Book Value (M/BV) – Economic Value Added (EVA) – Managerial
Implications of Shareholder Value Creation.

Unit-II: Financial Strategy for Capital Structure: Leverage Effect and Shareholders‘ Risk –
Capital Structure Planning and Policy – Financial Options and Value of the Firm – Dividend
Policy and Value of the Firm.

Unit-III: Investment Strategy – Techniques of Investment Appraisal Under Risk and

Uncertainty – Risk Adjusted Net Present Value – Risk Adjusted Internal Rate of Return –
Capital Rationing – Decision Tree Approach for Investment Decisions – Evaluation of Lease Vs
Borrowing Decision.

Unit-IV: Merger Strategy – Theories of Mergers – Horizontal and Conglomerate Mergers –

Merger Procedure – Valuation of Firm – Financial Impact of Merger – Merge and Dilution
Effect on Earnings Per Share – Merger and Dilution Effect on Business Control.

Unit-V: Takeover Strategy – Types of Takeovers – Negotiated and Hostile Bids – Takeover
Procedure – Takeover Defenses – Takeover Regulations of SEBI – Distress Restructuring
Strategy – Sell offs – Spin Offs – Leveraged Buyouts.
Suggested Readings:

1. Van Horn, JC, Financial Management and Policy, Prentice Hall,New Delhi
2. PG Godbole, Mergers, Acquisitions and Corporate Restructuring, Vikas, New Delhi
3. Weaver, Strategic Corporate Finance, Cengage, ND
4. Weston JF, Chung KS & Heag SE., Mergers, Restructuring & Corporate Control, Prentice
Hall.
5. GP Jakarthiya, Strategic Financial Management, Vikas, New Delhi
6. Coopers & Lybrand, Strategic Financial: Risk Management, Universities Press (India) Ltd.
7. Robicheck, A, and Myers, S., Optimal Financing Decisions, Prentice Hall Inc.
8. James T.Gleason, RiskL The New Management Imperative in Finance, A Jaico Book.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

BEHAVIOURAL FINANCE 100 4 0 0 3

Objective: To help students appreciate the limitations of ‗rational‘ models of investment
decision making; To introduce students to an alternate framework for understanding price
discovery in the markets; and to help students identify persistent or systematic behavioral factors
that influence investment behavior
Unit – I Introduction to Behavioral finance – Nature, scope, objectives and application;
Investment Decision Cycle: Judgment under Uncertainty :Cognitive information perception -
Peculiarities (biases) of quantitative and numerical information perception - Weber law -
Subjective probability – Representativeness – Anchoring - Asymmetric perception of gains and
losses framing and other behavioral effects - Exponential discounting - Human economic
behavior - Discount factors for short and long horizons - Experimental measurement of the
discount factor - Hyperbolic discounting.
Unit – II: Utility/ Preference Functions: Expected Utility Theory [EUT] and Rational Thought:
Decision making under risk and uncertainty - Expected utility as a basis for decision-making –
Theories based on Expected Utility Concept – Decisionmaking in historical prospective - Allais
and Elsberg‘s Paradoxes - Rationality from an economics and evolutionary prospective – Herbert
Simon and bounded rationality- Investor rationality and market efficiency - Empirical data that
questions market efficiency.
Unit –III: Behavioral Factors and Financial Markets: The Efficient Markets Hypothesis –
Fundamental Information and Financial Markets - Information available for Market Participants
and Market Efficiency -Market Predictability –The Concept of limits of Arbitrage Model - Asset
management and behavioral factors - Active Portfolio Management: return statistics and sources
of systematic underperformance. - Fundamental information and technical analysis – the case for
psychological influence.
Unit – IV: Behavioral Corporate Finance: Behavioral factors and Corporate Decisions on
Capital Structure and Dividend Policy - Capital Structure dependence on Market Timing -
Mergers and Acquisitions. Systematic approach to using behavioral factors in corporate
decisionmaking. External Factors and Investor Behavior: Mechanisms of the External Factor
influence on risk perception and attitudes - Connection to human psychophysiology and
emotional regulation Active portfolio management – the source of the systematic
underperformance.
Unit – V: Emotions and Decision – Making: Experimental measurement of risk-related -
Measuring Risk - Emotional mechanisms in modulating risk-taking attitude - Neurophysiology
of risktaking. Personality traits and risk attitudes in different domains.

Suggested Readings:
1. Behavioral Finance: Psychology, Decision-Making, and Markets", by Ackert and
Deaves. The Psychology of Investing by John R.
2. Understanding Behavioral Finance by Ackert Nofsinger, Pearson Prentice Hall, (4th
Edition)
3. What Investors Really Want - Learn the lessons of behavioral Finance, Meir Statman,
McGraw-Hill
4. Handbook of Behavioral Finance – Brian R. Bruce
5. Behavioral finance - Wiley Finance - Joachim Goldberg, Rüdiger von Nitzsch
6. Plous, Scott, 1993, The Psychology of Judgment and Decision Making, Ch 10-15
7. Shleifer, Andrei, 2000, Are Financial Markets Efficient?, Chapter 1 in Inefficient
8. Markets, Oxford University Press. Ackert, L., and R. Deaves, 2010, Behavioral Finance:
Psychology, Decision-Making and
9. Markets, South-Western Cengage Learning, Mason, Ohio. Nofsinger, J. R., 2001,
Investment Madness, Prentice Hall.
10. Mitchell, O. S., and S. P. Utkus, eds., 2004. Pension Design and Structure: New Lessons
11. from Behavioral Finance (Oxford University Press, New York, New York). Shleifer,
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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Andrei (2000): Ineffcient Markets: An Introduction to Behavioral

12. Finance,Oxford University Press, Oxford. Montier, James (2002): Behavioural Finance,
John Wiley & Sons, New York.
13. Plous, S. (1993). The psychology of judgment and decision-making NY: McGrawHill.\
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

CONSUMER BEHAVIOR 100 4 0 0 3

Course Objective

To make the students to understand what consumer behaviour is and the different types of
Consumers and the relationship between consumer behavior and customer value, satisfaction,
trust and retention

Unit – I
Introduction to Consumer Behaviour: Consumer Behaviour – Definition, Consumer and
Customers, Buyers and Users, Organisations as Buyers, Development of Marketing Concept,
Consumer Behaviour and its Applications in Marketing, Consumer Behaviour and Marketing
Communications: Introduction, Marketing Communication Flow, Communications Process,
Interpersonal Communication, Persuasive Communications,

Unit – II
Marketing Segmentation and Positioning: Introduction, Requirements for Effective
Segmentation, Bases for Segmentation, Product Positioning: An Introduction, Positioning
Strategy, Positioning Approaches, Positioning Errors
Consumer Motivation: Introduction, Needs and Goals, motivational Conflict, Defense
Mechanisms, Motive Arousal, Motivational Theories, Maslow‘s hierarchy of needs

Unit – III
Situational Influence on Consumer‘s Decision and the Decision Models: Introduction, Nature of
Situational Influence, Situational Variables, Types of Consumer Decisions, Nicosia Model of
Consumer Decision-making (Conflict Model), Howard-Sheth Model (also called Machine
Model), Engel, Blackwell, Miniard Model (also called Open System)

Unit – IV
Consumer Personality: Introduction, Self-concept, personality Theories, Brand Personality,
emotions Consumer Perception: Introduction, Sensation (Exposure to Stimuli), Perceptual
Selection, Perceptual Organisation, Factors that Distort Individual Perception, Price Perceptions,
Perceived Product and Service Quality, Consumer Risk Perceptions

Unit – V
Consumer Decision-making Process – Problem Recognition, Information Search and Evaluation
of Alternatives: Introduction, Problem Recognition, Information Search, Evaluation of
Alternatives. Outlet Selection, Purchase and Post Purchase Behaviour, Introduction, Outlet
Selection and Purchase, Post Purchase Behaviour

Suggested References:

1. Ramneek Kapoor, Nnamdi O Madichie: ―Consumer Behaviour Text and Cases‖, TMH,
New Delhi, 2012.

2. Ramanuj Majumdar: ―Consumer Behavior insight from Indian Market‖, PHI Learning,
New Delhi, 2011.

3. M.S.Raju: ―Consumer Behavior Concepts, applications and Cases‖, Vikas Publishing

House, New Delhi, 2013.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

RETAIL MANAGEMENT 100 4 0 0 3

Course Objective:

Objective of retail management is creating and developing services and products that meet the
specific needs of customers and offering these products at competitive, reasonable prices that
will still yield profits.

Unit – I
Introduction to Retailing: Introduction, Meaning of Retailing, Economic Significance of
Retailing, Retailing Management Decision Process, Product Retailing vs. Service Retailing,
Retailing Marketing Environment: Elements in a Retail Marketing Environment, Environmental
Issues, , Indian vs. Global Scenario

Unit – II
The Retail Marketing Segmentation: Introduction, Importance of Market, Segmentation in
Retail, Targeted Marketing Efforts, Criteria for Effective Segmentation, Dimensions of
Segmentation, Positioning Decisions , Limitations of Market Segmentation
Store Location and Layout: Introduction, Types of Retail Stores Location, Factors Affecting
Retail Location Decisions, Country/Region Analysis, Trade Area Analysis, Site Evaluation, Site
Selection, Location Based Retail Strategies

Unit – III
Store Location and Layout: Introduction, Target Market and Retail Format, Gauging Growth
Opportunities, Building a Sustainable Competitive Advantage, the Strategic Retail Planning
Process, Differentiation Strategies, Positioning Decisions,

Retail Pricing- Introduction, Establishing Pricing Policies, Factors Influencing Pricing, Pricing
Strategies, Psychological pricing, Mark-up and Mark-down Pricing

Unit – IV
Customer Relationship Management in Retailing-Introduction, Benefits of Relationship
Marketing, Management of Relationship, Principles of CRM, Customer Relationship
Management Strategies, Components of CRM, Customer Service in Retailing, CRM and Loyalty
Program

Understanding Integrated Marketing Communication, - Integrated marketing process, Tools of

IMC, Upcoming tools of IMC, Factors influencing the Increased use of sales promotion

Unit – V
International Retailing- Introduction, Stages in Retail Global Evolution, Reasons for Going
Global, Benefits of Going Global, Other Opportunities and Benefits of Going Global, Market
Entry Methods

Suggested References:

1. Sheikh and Kaneez Fatima, ―Retail Management‖, Himalaya Publishing House, Mumbai,
2012
2. A.J. Lamba:‖The Art of Retailing‖, Tata McGraw Hill Education Pvt. Ltd. N. Delhi.2011

3. Sivakumar, A, ―Retail Marketing‖, Excel Books, New Delhi, 2007

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VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

4. Swapna Pradhan, ―Retail management‖, Tata McGraw Hill Education Pvt. Ltd. New
Delhi, 2012

CUSTOMER RELATIONSHIP 100 4 0 0 3

MANAGEMENT

Course Objective

• To provide a conceptual understanding of CRM, its processes, and structure.

Unit – I
Customer Relationship Management Fundamentals: Definition and Significance of Customer
Relationship Marketing, Theoretical perspectives of relationship, Evolution of Relationship
marketing, Stages of relationship, Issues of relationship, Purpose of relationship marketing,
Approach towards marketing: A paradigm shift, Historical Perspectives, CRM Definitions,
Emergence of CRM practice, CRM cycle, Significance of CRM, CRM Strategy, Customer Life
Time Value, Relationship Life Cycle.

Unit – II
Building Customer Relationship Management: Requisites for Effective Customer acquisition,
Customer Knowledge Management for Effective CRM, Customer Retention Process, Strategies
to Prevent Defection and Recover Lapsed Customers , CRM Implementation: CRM framework
for Implementation, Implementing CRM process, Integration of CRM with ERP System,
Barriers to effective CRM Gartner‘s Competency model of CRM.

Unit – III
Functional Components of CRM: Database Management: Database Construction, Data
Warehousing, architecture, Data Mining. Characteristics, Data Mining tools and techniques,
Meaning, Significance, Advantages, Call Center, Multimedia Contact Center, Important CRM
software‘s

Unit – IV
Sales Force Automations (SFA): Definition and need of Sales Force Automation, barriers to
successful Sales Force Automation functionality, technological aspect of Sales Force
Automation, data synchronization, flexibility and performance, reporting tools, Impact of CRM
on Marketing Channels: Meaning, how does the traditional distrib tion channel structure,
support customer relationship, emerging channel trends that impact CRM

Unit – V
Trends and Issues in CRM: CRM in e- business (B2B & B2C), Measuring the Effectiveness
of CRM, Factors Influencing the future of CRM. E-CRM in Business, CRM: A changing
Perspective, Features of e-CRM, Advantages of e-CRM,

Recommended Books
Text Books:

1. Alok Kumar, Chabbi Sinha & Rakesh Kumar, Customer Relationship

Management: Concepts & Application Biztantra, Delhi, 2007

2. H Peeru Mohamed, A Sagadevan, Customer Relationship Management- A

Step-by-Step Approach, Vikas Publishing House Pvt. Ltd., Delhi, 2008
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Suggested Readings:

1. Jill Dyche: The CRM Handbook: A Business Guide to Customer Relationship

Management, Pearson Education, 2002.
2. Ed Peelen, Customer Relationship Management,, Pearson Education,2005.
3. Barnes James G: Secrets of Customer Relationship Management, McGraw Hill,
2001.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

STRATEGIC MARKETING MANAGEMENT 100 4 0 0 3

Course Objective:

To understand the various components of Business environment and to device strategies to face
global competition.

Unit – I
Introduction to Strategic Marketing Management: Strategic marketing process. Concept of
strategic marketing. Levels of Strategies-Corporate, Business and Operational level.
Strategy Formulation – Vision, Mission, Objectives and Goals of business and their relationship
with Strategic Marketing Management. Considerations for formulation of
marketing strategies for all components of Product, Price, Promotion and Distribution.

Unit – II
Corporate restructuring and strategy evaluation: Introduction to corporate restructuring, need for
corporate restructuring and its forms. Evaluation of strategic alternatives, types of strategic
alternatives like portfolio analysis and its techniques.
Model as basic foundation of Strategic Marketing - McKinsey‘s 7s framework for analyzing and
improving organizational effectiveness.

Unit – III
Marketing Strategy Implementation – Integration of Marketing Strategies and their application to
different business sectors – FMCG, Industrial, & Services. Constraints in marketing strategy
implementation.

Unit – IV
Marketing Strategy Evaluation: Marketing Audits & their scope – Measurement of Marketing
Performance and its feedback to next year‘s Marketing strategy formulation. Economic losses
due to disasters-Issues and Strategies for preventing disasters and preparedness measures.

Unit – V
Recent trends in strategic marketing management - Eco-friendly strategies. Growing need of
public private partnership. Corporate Social Responsibility (CSR), strategies of linking CSR
with profit and sustainability.

Recommended Books

Text Books:

1. Thompson/Strickland, Strategic Management : Concepts and Cases, McGrawHill Companies;

11th edition
2. David Hunger and Thomas L. Wheelen "Strategic Management" AddisonWesley; 6 Sub
edition.

Suggested Reading

1. William F. Glueck, Business Policy and Strategic Management, McGraw-Hill

2. Azhar Kazmi, Strategic Management and Business Policy, Third Edition
3. John A. Pearce & R.B. Robinson, Strategic Management - Strategy
Formulation and Implementation, AIBT Publishers & Distributors, New
Delhi, 13th Ed. 2001.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

DIGITAL AND SOCIAL MEDIA 100 4 0 0 3

MARKETING

Course Objective:

Digital marketing channels that can helps the students to understand the increased business
visibility and brand awareness. Moreover, having a professional presence on social media helps
them to reach a broader target audience to secure more leads and convert them into loyal
customers.

Unit – I

Understanding Digital Marketing: Concept, Components of Digital Marketing, Need and Scope
of Digital Marketing, Benefits of Digital Marketing, Digital Marketing Platforms and Strategies,
Comparison of Marketing and Digital Marketing, Digital Marketing Trends.

Unit – II

Channels of Digital Marketing: Digital Marketing, Website Marketing, Search Engine

Marketing, Online Advertising, Email Marketing, Blog Marketing, Social Media Marketing,
Audio, Video and Interactive Marketing, Online Public Relations, Mobile Marketing, Migrating
from Traditional Channels to Digital Channels. Marketing in the Digital Era Segmentation –
Importance of Audience Segmentation, How different segments use Digital Media –
Organizational Characteristics, Purchasing Characteristics, Using Digital Media to Reach,
Acquisition and Retention of new customers, Digital Media for Customer Loyalty.

Unit – III

Digital Marketing Plan: Need of a Digital Marketing Plan, Elements of a Digital Marketing Plan
– Marketing Plan, Executive Summary, Mission, Situational Analysis, Opportunities and Issues,
Goals and Objectives, Marketing Strategy, Action Plan, Budget, Writing the Marketing Plan and
Implementing the Plan.

Unit – IV

Search Engine Marketing and Online Advertising Importance of SEM, understanding Web
Search – keywords, HTML tags, Inbound Links, Online Advertising vs. Traditional Advertising,
Payment Methods of Online Advertising – CPM (Cost-per-Thousand) and CPC (Cost per-click),
Display Ads - choosing a Display Ad Format, Landing Page and its importance.

Unit – V

Social Media Marketing: Understanding Social Media, Social Networking with Facebook,
LinkedIn, Blogging as a social medium, Microblogging with Twitter, Social Sharing with
YouTube, Social Media for Customer Reach, Acquisition and Retention. Measurement of Digital
Media: Analyzing Digital Media Performance, Analyzing Website Performance, Analyzing
Advertising Performance.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

MBA - Regular (IV Sem)

Marketing – Electives
SERVICES MARKETING 100 4 0 0 3

Objectives:

• To explain why there is a need for special services marketing discipline; the challenges
for services marketing; and how to deal with them.

• To acquaint the students with elements of services marketing mix, ways to manage the
service delivery process and strategies to effectively implement Services marketing.
Unit – I
Introduction to Services Marketing: Understanding Services, Differences in Goods versus
Services, Emerging Service Environment, Classification of Services. Service Market
Segmentation, Targeting & Positioning: Process of market segmentation, customer loyalty
Segmentation, Targeting and Positioning service value addition to the service product, planning
and branding service products, new service development.
Unit – II
Pricing strategies for services: Service pricing, establishing monetary pricing objectives
foundations of pricing objectives, pricing and demand, putting service pricing strategies into
practice.
Service promotion: The role of marketing communication. Implication for communication
strategies, setting communication objectives, marketing communication mix.
Unit – III
Implementing Services Marketing: Improving Service Quality and Productivity, SERVQUAL,
Service Failures and Recovery Strategies. Customer Relationship Marketing:
Relationship Marketing, the nature of service consumption understanding customer needs and
expectations, Strategic responses to the intangibility of service performances.
Unit – IV
Managing Service Delivery Process: Managing Physical Evidence of Services, Designing and
Managing Service Processes, Managing People for Service Advantage.
Unit – V
Marketing of Services in Sectors: Financial Services, Health Service, Hospitality Services
including travel, hotels and tourism, Professional Service, Public Utility Services, Educational
Services.
Recommended Books
Text Books:
1. Valarie A. Zeithaml & Mary Jo Bitner - Services Marketing: Integrating Customer
Focus Across The Firm, Third Edition, 2004; Tata McGraw-Hill Publishing Company
Ltd, 2008.
2. Christopher H. Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing:
People, Technology, Strategy (A South Asian Perspective) Fifth Edition 2011; Pearson
Education
Suggested Readings:
1. Cengiz Haksever, Barry Render, Roberta S. Russel, and Robert G. Murdic: Service
Management and Operations (Second Edition); Pearson Education (Singapore) Pte., Ltd.,
2003.
2. Kenneth E. Clow & David L. Kurtz: Services Marketing, Biztantra Publication, 2003.
3. Nimit Chowdhary & Monika Chowdhary, Textbook of Marketing of ServicesThe
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Indian Experience, Macmillan India Ltd., 2005

PROMOTIONAL & DISTRIBUTION 100 4 0 0 3

MANAGEMENT

Course Objective:
To provide an understanding about the relevance of marketing communication, promotion
activities and management of distribution networks.
Unit – I
Marketing Communications: The nature of marketing communications. The integration of
marketing communication. Integrated marketing communication planning process. Model of
marketing communications decision process. Establishing objectives and budgeting for the
promotional programme.
Unit – II
Developing Integrated Marketing Communications: Creative strategy development. Process of
execution of creative strategy: Appeals, execution styles and creative tactics. Media planning &
Strategy: Developing Media Plans & Strategies and Implementation with IMC perspective.
Unit – III
Personal Selling: Role of personal selling in IMC programme. Integration of personal selling
with other promotional tools. Personal selling process and approaches. Evaluating, motivating
and controlling sales force effort.
Unit – IV
Sales Promotion and Support media: Sales Promotion - objectives, consumer and trade oriented
sales promotion. Developing and operating sales promotion for consumers & trade: Sales
promotion tools: off - shelf offers, price promotions, premium promotions, prize promotions.
Coordinating Sales promotions and advertisement. Support media – Elements of Support media
and their role. Direct marketing, the internet & Interactive Marketing, publicity and public
relations. Monitoring, evaluating & controlling promotion programme.

Unit – V

Distribution Management: Role and functions of channels of distribution. Distribution Systems.

Distribution cost, control and customer service. Channel design, and selection of channels,
selecting suitable channel partners. Motivation and control of channel members. Distribution of
Services, market logistics & supply chain management.
Suggested Readings:

1. Shimp ―Advertising and Promotion‖, 2007, Cengage Learning.

2. George E Belch, Micheal A Belch & Keyoor Purani ―Advertising and Promotion‖,
2010, Tata McGraw Hills, 7th Ed.
3. Shah & D‘souza ―Advertising & Promotion‖, 2010, Tata McGraw Hills.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

GREEN MARKETING 100 4 0 0 3

Course Objectives:
To make the student understand the concept of Green Marketing and Green Products
Unit – I
Green Marketing and Green Product : Introduction to green marketing-strategic green planning-
environment and consumption- Green Product- Green Behavior- Five shades of green consumers
Segmenting consumers- Green consumer‘s motives-Buying strategies -Green Business
Opportunities- Designing green products-eco-design to eco- innovation-Fundamentals of green
marketing-Establishing Credibility-Green distribution and Packaging Contemporary Government
polices and subsidies that aids green product development
Unit – II
Green Marketing Concepts: Green Spinning – Green Selling – Green Harvesting –
Enviropreneur Marketing - Compliance Marketing – Green Washing – Climate Performance
Leadership Index
Unit – III
Purchase Decision: Meaning of Purchase decision – Factors affecting Purchase decision - Steps
in the decision making process - Five stages of consumer buying decision process - Models of
buyer decision-making
Unit – IV
Environmental consciousness: Introduction of Environment - Importance of environmentalism -
Environmental movement - Benefits of green environment to the society - E-waste exchange -
Extended Producer Responsibility Plan - Guidelines for Collection and Storage of E-Waste -
Guidelines for Transportation of E-Waste - Guidelines for Environmentally Sound Recycling of
E-Waste

Unit – V

Green Marketing Initiatives: Green Firms – HCL‘s Green Management Policy – IBM‘s Green
Solutions – IndusInd Bank‘s Solar Powered ATMs – ITCs Paperkraft – Maruti‘s Green Supply
Chain – ONCGs Mokshada Green Crematorium – Reva‘s Electric Car – Samsung‘s Eco-friendly
handsets- Wipro Infotech‘s Eco-friendly computer peripherals

Text Books And Reference Books:

1. Green Marketing and Environmental Responsibility in Modern Corporations, Esakki and

Thangasamy, IGI Global, 2017

2. Green Marketing Management, Robert Dahlstrom, Cengage Learning, 2010.

Essential Reading / Recommended Reading

1. Green Marketing: Challenges and Opportunities for the New Marketing Age, Jacquelyn
A. Ottman, NTC Business Books, 1993

2. The New Rules of Green Marketing, Jacquelyn A. Ottman,Berrett-Koehler Publishers,

2011.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ADVERTISING AND BRAND MANAGEMENT 100 4 0 0 3

Course Objective:

Expose the students to the dynamism of advertising and brand management and equip them to be
able to manage the advertising and branding activities in the business scenario.

Unit – I

Advertising: Its importance and nature; Communication model; Persuasion Process –perception,
learning and attitude change; Major advertising decisions and influencing factors;
Determining advertising Objectives and budget.

Unit – II
Developing Advertising Campaign: Determining advertising message and copy - Headline, body
copy, logo, illustration and layout; Creative styles and advertising appeals; Media planning –
media selection and scheduling Advertising through Internet.

Unit – III

Organisation and Evaluation of Advertising Efforts: In-house arrangements; Using advertising

agencies – selection, compensation and appraisal of advertising agency; Evaluating Advertising
Effectiveness. Importance of branding; Basic Branding concepts –
Brand personality, brand image, brand identify, brand equity and brand loyalty; Product vs.
Corporate branding: Major branding decisions.

Unit – IV

Identifying and selecting brand name Building brand personality, image and identity; Brand
positioning and re-launch; Brand extension; Brand portfolio; communication for branding
Enhancing brand image through sponsorship and even management.

Unit – V

Managing Brand Equity and Loyalty: Brand Building in Different Sectors - Customers,
industrial, retail and service brands. Building brands through Internet. Developing International
Brands: Pre-requisites and process; Country-of-origin effects and global branding; Building
Indian brands for global markets.

Suggested Readings:

1. S.H.H Kazmi and SatishK.Batra : Advertising and sales promotion, Excel books
Cowley. D: Understanding Brands, ,Kogan Page Ltd

2. George E.Belch& Michael A. Balch : Advertising and Promotion, TMH

3. Aaker, Myers &Batra : Advertising Management , Prentice Hall.

4. Wells,Moriarity&Burnett : Advertising Principles & practices , Prentice Hall.

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

GLOBAL MARKETING MANAGEMENT 100 4 0 0 3

Course Objective:
To enhance the concepts among the students about free trade at global level and attempt to bring
all the countries together for the purpose of trading.
To increase the conception of globalization by integrating the economies of different countries,
enabling them to understanding the world peace by building trade relations among different
nations.

Unit – I

Global Marketing: Scope and Significance of Global Marketing, The importance of global /
international marketing, Differences between international and domestic marketing International
environment, International Social & culture Environment, the political legal environment and
regulatory environment of international marketing. Technological Environment.

Unit – II

Global Market Entry Strategies: Indirect Exporting, Domestic Purchasing, Direct Exporting,
Foreign Manufacturing Strategies without Direct Investment, Foreign Manufacturing Strategies
with Direct Investment. Entry Strategies of Indian Firms.

Unit – III

Global product management: International product positioning, Product saturation Levels in

global Market, International product life cycle, Geographic Expansion–Strategic Alternatives.
New products in Intentional Marketing, Product and culture, brands in International Market.

Unit – IV

International Marketing Channels: channels –Distribution Structures, Distribution Patterns,

Factors effecting Choice of Channels, the Challenges in Managing an international Distribution
Strategy Selecting Foreign Country Market intermediaries. The management of physical
distribution of goods, Advertising and Branding, Grey Market goods.

Unit – V

Export Marketing: Introduction to Export Marketing, Export Policy Decisions of a firm, EXIM
policy of India. Export costing and pricing, Export procedures and export documentation. Export
assistance and incentives in India.

Suggested Readings :

1. Varshney and Bhattacharya:International Marketing management.

2. Philip Kotler:Marketing Management
3. John Fayerwearther:International Marketing
4..David Carson: International Marketing
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

III SEMESTER ELECTIVES

SYSTEMS
Data Mining for Business Decisions 100 4 0 0 3

Course Objective: A student will be able to apply Data mining techniques for quicker and better
decisions. Whenever there is a need for data mining helps.
Unit I:
Introduction to Data Mining: Introduction-- Scope of Data Mining-- What is Data Mining--
How does Data Mining Works-- Predictive Modeling-- Data Mining and Data
Warehousing-- Architecture for Data Mining: Profitable Applications-- Data Mining Tools:

Unit II:
Business Intelligence: Introduction, Business Intelligence-- Business Intelligence tools--
Business Intelligence Infrastructure-- Business Intelligence Applications-- BI versus Data
Warehouse--BI versus Data Mining-- Future of BI. Data Preprocessing: Introduction-- Data
Preprocessing Overview-- Data Cleaning-- Data Integration and Transformation-- Data
Reduction-- Discretization and Concept Hierarchy Generation.

Unit III:
Data Mining Techniques An Overview: Introduction-- Data Mining-- Data Mining Versus
Database Management System-- Data Mining Techniques- Association rules—
Classification—Regression—Clustering-- Neural networks. Clustering—Introduction—
Clustering-- Cluster Analysis-- Clustering Methods- K means-- Hierarchical clustering--
Agglomerative clustering-- Divisive clustering-- clustering and segmentation software--
evaluating clusters.

Unit IV:
Web Mining—Introduction—Terminologies-- Categories of Web Mining – Web Content
Mining-- Web Structure Mining-- Web Usage Mining-- Applications of Web Mining and
Agent based and Data base approaches-- Web mining Software.

Unit V:
Applications of Data mining: Introduction-- Business Applications Using Data Mining-
Risk management and targeted marketing-- Customer profiles and feature construction--
Medical applications (diabetic screening)-- Scientific Applications using Data Mining--
Other Applications.

References:
by Tan, Steinbach & Kumar.
1. Introduction to data mining
2. Data Mining: Concepts and Techniques, Third Edition by Han, Kamber & Pei.
3. Data Mining and Analysis Fundamental Concepts and Algorithms by Zaki & Meira.
4. Data Mining: The Textbook by Aggarwal.
5. Data Mining for Business Intelligence by Galit Shmueli,Nitin R.Patel,PeterC.Bruce
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Managing Software Projects 100 4 0 0 3

OBJECTIVES:
• To study how to plan and manage projects at each stage of the software
development life cycle (SDLC)
• To train software project managers and other individuals involved in
software project planning and tracking and oversight in the
implementation of the software project management process.
• To understand successful software projects that support organization's strategic
goals
UNIT -I: Introduction
Project, Management, Software Project Management activities, Challenges in
software projects, Stakeholders, Objectives & goals
Project Planning: Step-wise planning, Project Scope, Project Products &
deliverables, Project activities, Effort estimation, Infrastructure
UNIT -II: Project Approach
Lifecycle models, Choosing Technology, Prototyping
Iterative & incremental Process Framework: Lifecycle phases, Process
Artifacts, Process workflows (Book 2)
UNIT -III: Effort estimation & activity Planning
Estimation techniques, Function Point analysis, SLOC, COCOMO, Use case-
based estimation , Activity Identification Approaches, Network planning models,
Critical path analysis
UNIT -IV: Risk Management
Risk categories, Identification, Assessment, Planning and management, PERT
technique, Monte Carlo approach
UNIT -V: Project Monitoring & Control, Resource Allocation
Creating a framework for monitoring & control, Progress monitoring, Cost
monitoring, Earned value Analysis, Defects Tracking, Issues Tracking, Status
reports, Types of Resources, Identifying resource requirements, Resource
scheduling, Planning Quality, Defining Quality - ISO 9016, Quality Measures,
Quantitative Quality Management Planning, Product Quality & Process Quality
Metrics, Statistical Process Control Capability Maturity Model
OUTCOMES:
• To match organizational needs to the most effective software development model
• To understand the basic concepts and issues of software project management
• To effectively Planning the software projects
• To implement the project plans through managing people, communications and
change
• To select and employ mechanisms for tracking the software projects
• To conduct activities necessary to successfully complete and close the Software
projects
• To develop the skills for tracking and controlling software deliverables
• To create project plans that address real-world management challenges

TEXT BOOKS:
1. Software Project Management, Bob Hughes & Mike Cotterell, TATA Mcgraw-Hill
2. Software Project Management, Walker Royce: Pearson Education, 2005.
3. Software Project Management in practice, Pankaj Jalote, Pearson.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

WEB DESINING 100 4 0 0 3

UNIT-I:
Web Fundamentals – Introduction To The Web, History of the Web, Protocols Governing the Web,
Creating Websites for Individuals and the Corporate World, Web Applications, Writing Web
Projects, Identification of Objects, Target User, Web Team, Planning and Process Development,
Web Architecture, Major Issues in the Web Solutions Development, Web Servers (Apache Web
Server), Web Browsers, Internet Standards, TCP/IP Protocol Suite, IP Addresses, MIME, Cyber
Laws.

UNIT-II:
Hyper Text Transfer Protocol (HTTP): Introduction - Web Server and Clients, Resources, URL and its
Anatomy – Examples, Message Format, Persistent and Non-Persistent Connections, Web Caching, Proxy.
Java Network Programming- Java and the Net, Java Networking Classes and Interfaces, Looking up
Internet Address, Client/Server Programs, Socket Programming, E-mail Client.(lab sessions to be
conducted)

UNIT-III:
Hyper Text Markup Language (HTML): Introduction, Structure, Text, Lists, Links, Images, Tables,
Forms, Frames, Images, and Meta Tags. (lab sessions to be conducted)

UNIT-IV:
Cascading Style Sheets (CSS) Introduction, Advantages, Color, Text, Boxes, Lists, Tables and
Forms, Layout, Images, HTML5 Layout. (Lab Sessions to be conducted)

UNIT-V:
JavaScript Introduction, Variables, Literals, Operators, Control Structure, Conditional Statements, Arrays,
Functions, Objects, JavaScript and HTML DOM, Advanced JavaScript and HTML Forms (Lab sessions
to be conducted).

(Lab Sessions to be conducted wherever it is required)

Relevant cases have to be discussed in each unit and in examination case is compulsory from any unit.

References :
Uttam K Roy: ―Web Technologies‖ –– Oxford University Press, 2010.
Jon Duckett: ―HTML & CSS: Design and Build Websites‖ – John Wiley & Sons, 2014.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

BUSINESS ANALYTICS 100 4 0 0 3

Course Objective: The course is designed to gain an understanding of how managers use business
analytics to formulate and solve business problems and to support managerial decision making. The
course familiarizes the students with the processes needed to develop, report, and analyze business data.

Unit I
Introduction to Business Analytics: Evolution of Business analytics, scope, Data for Business
Analytics, Models in Business Analytics, problem solving with business analytics- Types of data,
Integrating Analytics with business, Business Analytics for Competitive Advantage, Descriptive,
Predictive, and Prescriptive Analytics, Dashboards Business Analytics Process Cycle.

Unit II
Analytics on Spreadsheets: Basic Excel, Excel Formulas, Excel Functions, Data Queries. Descriptive
Analytics: Descriptive Statistical measures - Populations and samples, Statistical notations, Measures of
Location, Measures of Dispersion, and Measures of Association. Statistical Inference: Hypothesis testing,
one-Sample Test, Two-Sample Test, Two tailed Hypothesis for mean, ANOVA. Predictive Analytics:
Simple Linear regression, Multiple Linear regression, Residual Analysis, Building regression models,
Regression with categorical Independant variables – CASE STUDIES.

Unit III
Machine Learning, Supervised Learning and Unsupervised Learning, Clustering &
Segmentation, Affinity/ Association Analysis, Data Reduction, Visual Analytics and Data
Visualization Prescriptive Analytics: Building Linear Optimization models, Implementing Linear
Optimization models on spreadsheets, Solving Linear Optimization models- CASE STUDIES.

Unit IV
Marketing Analytics, Models and metrics- Market Insight – Market data sources, sizing, PESTLE trend
analysis, and porter five forces analysis - Market basket Analysis, Text Analytics, Spreadsheet
Modelling - Sales Analytics: E Commerce sales mode, sales metrics, profitability metrics and support
metrics.

Unit V
Introduction to Big Data, Master Data Management. Data Mining on what kind of data, What
kinds of patterns can be mined, Which technologies are used, Which kinds of applications are
targeted, Major issues in Data Mining. Getting to know your Data: Data Objects and Attribute
Types, Basic Statistical Descriptions of Data, Data Visualization, Measuring data Similarity and
Dissimilarity.

References:
1. Analytics at Work by Thomas H. Davenport, Jeanne G.Harris and Robert Morison, Harvard
Business Press, 2010.
2. Getting Started with Business Analytics: Insightful Decision – Making by David Hardoon,
Galit Shmueli, Chapman & Hall/CRC, 2013.
3. Business Intelligence: A Managerial Approach by Efraim Turban, Ramesh Sharda, Dursun
Delen and Daid King, Pearson Publication, 2012.
4. Business Intelligence Making Decision through Data Analytics, Jerzy Surma, Business Expert
Press, 2011.
5. Successful Business Intelligence: Secrets to Making BI a Killer App by Cindi Howson, Tata
McGraw Hill Edition 2012.
6. R for Everyone: Advanced Analytics and Graphics, Jared Lander, Addison Wesley.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Managing Digital Innovation and 100 4 0 0 3

Transformation

Course Objectives
• To understand digital transformations and information in the globalization world
• To explore social media transformation in the business world
• To develop on building digital capabilities
• To understand the challenges on using digital platform for business
• To learn digital transformations in the space of cloud computing

UNIT -I : Introduction to Digital Transformations: The five domains of digital

transformations — customer, competition, data, innovation, and value, 1-farness customer
networks, turn data into assets, adapt value proposition

UNIT-II : Classification of Digital Transformations: Business Model, product development,

data, processes, knowledge, self—service, and organizational culture; Social Media
Transformation: understand requirements, document goals, objective and social media tactics,
establish potential future state operating model, gap analysis and recommendations.
UNIT-III : Building digital capabilities: challenges ongoing digital, handling employee during
digital transformations, developing companywide strategy; Digital transformations in the space
of cloud computing: prepare and drive digital transformations.

UNIT –IV:Re-Organisation in Order to Bridge the Gap to Digital Customers - Digitalization of

Professional Services: Value Creation in Virtual Law Firms - Digital Transformation Supporting
Public Service Innovation: Business Model Challenges and Sustainable - Development
Opportunities

UNIT – V
Areas of IT management and its challenges, IT services, IT organisation - Enterprise Innovation and
the Digital Transformation - Industry, development trends, business competitiveness due to
Technology - Using Technology as Innovation, Integration and Interconnection of business - IT
strategy, IT governance, IT sourcing and controlling

References:

• Herbert, Lindsay; Digital Transformation: Build your organization's Future for the
Innovation Age, Bloomsbury Publication, 2017
• Venkatraman, V; The Digital Matrix: New rules for business transformation through
technology; Lifetree Media Ltd, 2017
• Velte, A. T; Velte, T. J; and Elsenpeter, R; Cloud Computing: A Practical
Approach, Mcgraw Hill Education (India) Private Limited,2017 (23rd reprint)
• Rogers, David, The Digital Transformation Playbook — Rethink your Business for
the Digital Age (Columbia Business School Publishing),2016.
• Westerman, G; Bonnet, D; and McAfee, A; Leading Digital: Turning Technology
into Business Transformation; Harvard Business Review Press, 2014.
• Srinivasan. J, and Suresh. J, Cloud Computing: A Practical Approach for learning and
implementation, Pearson Publication, 2014
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

IV SEMESTER ELECTIVES
SYSTEMS
BIG DATA ANALYTICS 100 4 0 0 3

COURSE OBJECTIVES : Understand the Big Data Platform and its Use cases • Provide an overview
of Apache Hadoop • Provide HDFS Concepts and Interfacing with HDFS • Understand Map Reduce Jobs
• Provide hands on Hodoop Eco System • Apply analytics on Structured, Unstructured Data. • Exposure
to Data Analytics with R.
Unit I
Introduction to Big Data: Big Data-definition, Characteristics of Big Data (Volume,
Variety,Velocity, Veracity, Validity), Importance of Big Data , Patterns for Big Data
Development, Data in the Warehouse and Data in Hadoop [Zikopoulos] - Introduction to
Hadoop: Hadoop- definition, Understanding distributed systems and Hadoop,Comparing SQL
databases and Hadoop, Understanding MapReduce, Counting words with Hadoop—running your
first program, History of Hadoop, Starting Hadoop - The building blocks of Hadoop, NameNode,
DataNode, Secondary NameNode, JobTracker and Task Tracker.
Unir II
HDFS: Components of Hadoop -Working with files in HDFS, Anatomy of a
MapReduceprogram, Reading and writing the Hadoop Distributed File system -The Design of
HDFS, HDFS Concepts, The Command-Line Interface, Hadoop Filesystem, The Java Interface,
Data Flow, Parallel Copying with distcp, Hadoop Archives. Hadoop I/O: Compression—
Serialization-- Avro and File-Based Data structures.
Unit III
MapReduce Programming: Writing basic Map Reduce programs - Getting the patent data
set,constructing the basic template of a Map Reduce program, Counting things, Adapting for
Hadoop’s API changes, Streaming in Hadoop. MapReduce Advanced Programming: Advanced
MapReduce - Chaining Map Reduce jobs,joining data from different sources.
Unit IV
Hadoop Eco System --User Defined Functions-- Data Processing operators. Hive : Hive Shell-- Hive
Services-- Hive Metastore-- Comparison with Traditional Databases—HiveQL-- Tables, Querying Data
and User Defined Functions. Hbase : HBasics—Concepts—Clients—Example-- Hbase Versus RDBMS.
Big SQL : Introduction
Unit V
Graph Representation in MapReduce: Modeling data and solving problems with
graphs,Shortest Path Algorithm, Friends-of-Friends Algorithm, PageRank Algorithm,
BloomFilters. Data Analytics with R Machine Learning : Introduction, Supervised Learning,
Unsupervised Learning, Collaborative Filtering. Big Data Analytics with BigR.
References
1. Tom White ― Hadoop: The Definitive Guide‖ Third Edit on, O‘reily Media, 2012.
2. Seema Acharya, Subhasini Chellappan, "Big Data Analytics" Wiley 2015.
3. Michael Berthold, David J. Hand, "Intelligent Data Analysis‖, Springer, 2007.
4. Jay Liebowitz, ―Big Data and Business Analytics‖ Auerbach Publications, CRC press (2013)
5. Tom Plunkett, Mark Hornick, ―Using R to Unlock the Value of Big Data: Big Data Analytics
with Oracle R Enterprise and Oracle R Connector for Hadoop‖, McGraw-Hill/Osborne Media
(2013), Oracle press.
6. Anand Rajaraman and Jef rey David Ulman, ―Mining of Massive Datasets‖, Cambridge
University Press, 2012.
7. Bill Franks, ―Taming the Big Data Tidal Wave: Finding Opportunities in Huge Data Streams
with Advanced Analytics‖, John Wiley & sons, 2012.
8. Glen J. Myat, ―Making Sense of Data‖, John Wiley & Sons, 2007
9. Pete Warden, ―Big Data Glossary‖, O‘Reily, 2011.
10. Michael Mineli, Michele Chambers, Ambiga Dhiraj, "Big Data, Big Analytics: Emerging
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Business Intelligence and Analytic Trends for Today's Businesses", Wiley Publications, 2013.
11. ArvindSathi, ―BigDataAnalytics: Disruptive Technologies for Changing the Game‖, MC Press,
2012
12. Paul Zikopoulos ,Dirk DeRoos , Krishnan Parasuraman , Thomas Deutsch , James Giles , David
Corigan , "Harness the Power of Big Data The IBM Big Data Platform ", Tata McGraw Hill
Publications, 2012.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ENTERPRISE RESOURCE PLANNING 100 4 0 0 3

Course Objectives:

COB 1: To help in understanding basic concepts in ERP.

COB 2: To help in understanding the importance of ERP.
COB 3: To help in analyzing the effects of ERP on business.

Course Outcomes:
At the end of this course students will be able to:

CO 1: Describe the meaning of ERP.

CO 2: Explain the importance of ERP Implementation.
CO 3: Distinguish Pre ERP implementation and post ERP implementation.
CO 4: Compare ERP System Options and Selection Methods.
CO 5: Research on ERP present and future.

UNIT- I:
Introduction to ERP: Overview of ERP – Introduction and Evaluation –advanced ERP-SCM and CRM
systems and related technologies – ERP life cycle ERP implementation Life cycle- SDLC and ERP life
cycle.

UNIT-II:
ERP Implementation: reasons for ERP failure. pre – implementation Tasks – Implementation
methodologies – Process definition - Dealing with employee resistance Training and Education – Project
management and monitoring Success and failure factors of an ERP implementation.

UNIT-III:
Post ERP implementation: Change Management – post implementation review, support, maintenance and
security of ERP. Different business modules of an ERP package. ERP market place and market place
dynamics.

UNIT-IV:
ERP System Options and Selection Methods: Optimal Means of Developing an ERP, Measurement of
Project Impact, IT Selection and Project Approval, ERP proposal Evaluation, Project Evaluation
Techniques, Testing.

UNIT--V:
ERP present and future: Turbo charge the ERP system- EAI – ERP. Internet and WWW- Future
Directions and trends in ERP – Future Directions in ERP: New Markets, New Technologies, Faster
Implementation Methodologies, New Business Segments, Trends in Security.

Relevant cases have to be discussed in each unit and in examination case is compulsory from any unit.

References:
1. Singla: ―Enterprise Resource Planning‖, Cengage Learning, New Delhi, 2013.
2. Alexleon: ―Enterprise Resource Planning‖, TMH, New Delhi, 2011.
3. Mahadeo Jaiswal, Ganesh Vanapalli: ―Enterprise Resource Planning‖, MacMillon, New Delhi,
2013.
4. N.Venkateswaran: ―Enterprise Resource Planning‖, SCITECH Publiscation, New Delhi, 2009.
5. S.Kesharwani, SBodduluri, M Ashok Kumar: ―Enterprise Resource Planning‖, Paramount
Publishing House, New Delhi, 2012.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

CYBER LAWS & SECURITY 100 4 0 0 3

Course Objectives:

COB 1: To help in understanding basic concepts in cyber security.

COB 2: To help in understanding the importance of Secure System Planning and
Administration
COB 3: To help in analysing the effects of Secure System Planning and administration.

Course Outcomes:
At the end of this course students will be able to:

CO 1: Describe the meaning and concepts of cyber security.

CO 2: Explain the importance of Secure System Planning and administration.
CO 3: Distinguish Information security policies and procedures in organizations.
CO 4: Compare and contrast the practical applications of Information security
systems.
CO 5: Research on Organizational and Human Security.

UNIT-I:
Introduction to Computer Security: Definition, Threats to security, Government requirements,
Information Protection and Access Controls, Computer security efforts, Standards, Computer
Security mandates and legislation, Privacy considerations, International security activity.

UNIT-II:
Secure System Planning and administration: Introduction to the orange book, Security policy
requirements, accountability, assurance and documentation requirements, Network Security, The
Red book and Government network evaluations.

UNIT-III:
Information security policies and procedures: Corporate policies- Tier 1, Tier 2 and Tier3
policies - process management-planning and preparation-developing policies-asset classification
policy-developing standards.

UNIT-IV:
Information security: fundamentals-Employee responsibilities- information classification
Information handling- Tools of information security- Information processing-secure program
administration.

UNIT-V:
Organizational and Human Security: Adoption of Information Security Management Standards,
Human Factors in Security- Role of information security professionals.

Relevant cases have to be discussed in each unit and in examination case is compulsory from any
unit.

Reference Books:
1. Debby Russell and Sr. G.T Gangemi, "Computer Security Basics (Paperback)‖, 2nd
Edition, O‘ Reilly Media, 2006.
2. Thomas R. Peltier, ―Information Security policies and procedures: A Practitioner‘s
Reference‖, 2nd Edition Prentice Hall, 2004.
3. Kenneth J. Knapp, ―Cyber Security and Global Information Assurance: Threat Analysis
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

and Response Solutions‖, IGI Global, 2009.

4. Thomas R Peltier, Justin Peltier and John blackley, ‖Information
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Security Fundamentals‖, 2nd Edition, Prentice Hall, 1996.

5. Jonathan Rosenoer, ―Cyber law: the Law of the Internet‖, Springer-verlag, 1997.
INFORMATION SYSTEMS AUDIT 100 4 0 0 3

Course Objectives:
COB 1: To help in understanding basic concepts in Information Systems Audit.
COB 2: To help in understanding the importance of Information and systems audit.
COB 3: To help in analyzing the effects of Information Systems and Audit.

Course Outcomes:
At the end of this course students will be able to:

CO 1: Describe the meaning and concepts of Information System Auditing.

CO 2: Explain the importance of Management Control Framework.
CO 3: Distinguish Management Control Framework required for establishing
effective controls.
CO 4: Compare and contrast Evidence Evaluation systems.
CO 5: Research corporate governance issues in Indian context.

UNIT-I:
Overview of Information System Auditing: Effect of Computers on Internal Controls, Effects of
Computers on Auditing, Foundations of information Systems Auditing, Conducting an Information
Systems Audit.

UNIT-II:
The Management Control Framework-I: Introduction, Evaluation the Planning Function, Leading
Function and Controlling Function, Systems Development - Management Controls, Approaches to
Auditing Systems Development , Normative Models of the Systems Development Process, Evaluating the
Major phases in the Systems Development Process, Programming Management Controls, Data Resource
Management Controls.

UNIT-III:
The Management Control Framework-II: Security Management Controls, Operations
Management Controls Quality Assurance Management Controls- Case Studies.

UNIT-IV:
Evidence Collection: Audit Software, Code Review, Test Data, and Code Comparison, Concurrent
Auditing techniques, Interviews, Questionnaires, and Control Flowcharts. Performance Management
tools- Case Studies.

UNIT-V:
Evidence Evaluation: Evaluating Asset Safeguarding and Data Integrity, Evaluating System
Effectiveness, Evaluating System Efficiency. Information Systems Audit and Management: Managing the
Information Systems Audit Function,

Relevant cases have to be discussed in each unit and in examination case is compulsory from any unit.

Reference Books:
1. Ron Weber: ―Information Systems Control and Audit‖, Pearson Education, 2013.
2. D P Dube: Information System Audit and Assurance, TMH, New Delhi, 2008.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ARTIFICIAL INTELLIGENCE AND 100 4 0 0 3

MACHINE LEARNING

UNIT I
What is Artificial Intelligence (AI)---Definitions, The Foundations of AI, The History of AI,
Agents and Environments, The Concept of Rationality, The Nature of Environments, The
Structure of Agents, Problem Solving Agents, Example Problems, Searching for Solutions,
Uninformed Search Strategies: Breadth First, Depth First, Depth Limited; Informed Search
Strategies: Greedy Best First, A*Algorithms
UNIT II
Convolution Neural Networks -- Image classification -- Text classification -- Image
classification and hyper-parameter tuning -- Emerging NN architectures -- Recurrent Neural
Networks -- Building recurrent Neural Networks-- Long Short-Term Memory -- Time Series
Forecasting. - Deep Learning -- Auto-encoders and unsupervised learning -- Stacked auto-
encoders and semi-supervised learning-- Regularization - Dropout and Batch normalization.
UNIT III
Foundations for Machine Learning(ML)-- ML Techniques overview -- Validation Techniques
(Cross-Validations)-- Feature Reduction/Dimensionality reduction -- Principal components
analysis (Eigen values, Eigen vectors, Orthogonality). - Clustering -- Distance measures --
Different clustering methods (Distance, Density, Hierarchical) -- Iterative distance-based
clustering-- Dealing with continuous,--categorical values in K-Means--Constructing a
hierarchical cluster-- K-Medoids-- k-Mode and density-based clustering -- Measures of quality
of clustering
UNIT IV
Classification Naïve Bayes Classifier -- Model Assumptions--Probability eestimation -- Required
data processing -- M-estimates-- Feature selection--Mutual information --Classifier K-Nearest
Neighbors -- Computational geometry-- Voronoi Diagrams-- Delaunay Triangulations -- K-
Nearest Neighbor algorithm-- Wilson editing and triangulations -- Aspects to consider while
designing K-Nearest Neighbor Support Vector Machines --Linear learning machines and Kernel
space--Making Kernels and working in feature space-- SVM for classification and regression
problems. Decision Trees -- ID4--C4.5-- CART ---Ensembles methods -- Bagging & boosting
and its impact on bias and variance -- C5.0 boosting -- Random forest -- Gradient Boosting
Machines and XGBoost.
UNIT V
Association Rule mining-- The applications of Association Rule Mining: Market Basket--
Recommendation Engines, etc.-- A mathematical model for association analysis-- Large item
sets-- Association Rules -- Apriori-- Constructs large item sets with mini sup by iterations--
Interestingness of discovered association rules-- Application examples-- Association analysis vs.
classification -- FP-trees. - Machine Learning Applications across Industries---Healthcare—
Retail--Financial Services—Manufacturing—Hospitality--Cloud Based ML Offerings--Top 10
AI Startups---Flashcards (Tips, Tricks, Definitions)

References:
1. Artificial Intelligence: A Modern Approach. Stuart Russell, Peter Norvig, Pearson Education
2nd Edition.
2. Expert Systems : Principles and Programming. Joseph C Giarratano, Gary D Riley Thomson
Publication, 4th Edition.
1. Elaine Rich and Kevin Knight: Artificial Intelligence , Tata McGraw Hill.
2. Dan W.Patterson, Introduction to Artificial Intelligence and Expert Systems, PrenticeHall of
India.
3. David W Rolston: Principles of Artificial Intelligence and Expert System Development,
McGraw Hill
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SERVICE OPERATIONS MANAGEMENT 100 4 0 0 3

UNIT-I:
Introduction – Goods Vs. Services – Definition of Services – Nature and characteristics of
services – Classification of services – Services in Manufacturing Sector – The service-process
matrix – Service Strategy – Competitive Service Strategies – Strategic Service Vision
Globalization of Services: Service Management in the International Arena.

UNIT-II:
Service Strategy and Competitiveness: Positioning and Marketing of Services -Technology and
Its Impact on Services and Their Management - Design and Development of Services and
Service Delivery Systems. Service Design: Introduction – New service design and development
– Design elements – Service system design and delivery process: Classification of Service
Processes, Process Structure – Technology in Services – Product/Service Life Cycle on
Performance Objectives.

UNIT III
Service Quality: Defining Service Quality – Measuring Service Quality: SERVQUAL – Quality
Service by Design – Service process control – Quality philosophy and performance excellence –
Total Quality Management (TQM) tools: Seven Quality Control (QC) tools

UNIT-IV
Service Facility: Service Facility Design – Service facility layout: Types, Process Analysis –
Facility Location: Decision, Classification, Techniques - Human Resource Development for
Services. - Locating Facilities and Designing their Layout. - Service Quality and Continuous
Improvement.

UNIT-V:
Managing Demand And Capacity: Managing Demand and Supply in Services- Forecasting
Demand – Forecasting methods: Subjective or qualitative, Quantitative – Service Capacity:
Factors, Elements Strategies – Service Inventory Management - Service Productivity and
Measurement of Performance. - Management of Public and Private Non-profit Service
Organizations.- Forecasting for Services.

Text books:
1. B. Fitzsimmons, James A., and Mona J. Fitzsimmons, Service Management: Operations,
Strategy, and Information Technology, 6th Ed., Irwin/McGraw-Hill, 2008.

References:
2. Cengiz Haksever, Barry Render, Roberta S. Russell & Robert G. Murdick, Service
Management and Operations, Pearson – Prentice Hall.
3. C. Haksever, Render B., Russel S. R. and Murdick R. G., Service Management and
Operations, 2nd Ed., Prentice Hall, 2007.
4. 2. Robert Johnston, Graham Clark. Service Operations Management: Improving Service
Delivery, Prentice Hall, 2012.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

QUALITY TOOLKIT FOR MANAGERS 100 4 0 0 3

UNIT I
Introduction: Evolution of Quality – Quality Definition and Contributions by Deming, Juran,
Crosby, Feiganbaum, Ishikawa and Taguchi – Definition of quality management – Quality
management Framework – Barriers or Obstacles for implementation of quality management – Cost
of Quality

UNIT II
Quality Management Systems: Introduction – Benefits of ISO Registration – ISO 9000 series of
Standards – ISO 9001 Requirements – Implementation – Documentation – Writing the Documents –
Quality Auditing

UNIT III
Statistical Process Control: Introduction – Pareto Analysis – Cause and Effect Diagram – Checklist
or Checksheet – Process Flow Chart – His gram – Scatter Diagram – Statistical Fundamentals such
as Mean and Standard deviation – Chance and Assignable Causes – Control Charts for Variables –
Process Capability Analysis such as Cp and Cpk– Control Charts for Attributes.

UNIT IV
Tools And Techniques: Plan-Do-Check-Act (PDCA) Cycle – Quality Circles – Seven Management
tools – Benchmarking – Quality Function Deployment (QFD) – Failure Mode and Effect Analysis
(FMEA) – Taguchi Method

UNIT V
SIX SIGMA: Evolution – TQM vs. Six Sigma – What is Six Sigma – Six Sigma methodologies
Such as DMAIC, DFSS – Six Sigma Belts.

TEXT BOOKS

1. Besterfiled, et al., Total Quality Management, Pearson Education Asia, 3rd Edition,
2006.
2. Suganthi, L. and Samuel, A., Total Quality Management, Prentice Hall (India) Pvt. Ltd.

REFERENCE BOOKS

1. Evans, J.R. and Lindsay, W. M., The Management and Control of Quality, 6th Edition,
South-Western (Thomson Learning), 2005.
2. Oakland, J.S., TQM – Text with Cases, Butterworth – Heinemann Ltd., Oxford, 3rd Edition,
2006.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Pricing and Revenue Management 100 4 0 0 3

UNIT I
Pricing and Revenue management: introduction, objectives, scope of pricing and revenue
management – Role of Revenue Management – multiple customers management in revenue
management.

UNIT II
Pricing and Revenue management in Perishable management: concept of perishable goods –
pricing methods of perishable goods - identify the cost- competition and consumer components
of pricing – pricing as a component of the marketing mix -

UNIT III
Revenue management in the seasonal demand: concept – objectives- methods of demand
forecasting for seasonal demand – price determination under seasonal demand - management of
seasonal demand flections and measures to control demand and price fluctuations.

UNIT IV
Pricing and revenue management in service industry: concept of services – type of services –
objectives- role and functions of services industry – Technical matching of demand and supply –
pricing strategies in hotels, flights, overseas shipping, rental cars and transportation providers -
customer value based pricing - the psychological foundations of pricing - value and use of
pricing in a broader sense – Dynamic pricing.

UNIT V
Revenue management for bulk and spot customers: concept of bulk customers – role of bulk
customers in business promotion – pricing management and pricing strategies for bulk customers
– demand and supply – pricing in long and short term contracts – pricing in bulk contracts – spot
market pricing.

Reference:

1. David Walters. Operations Strategy, Palgrave Macmillan Publisher, 2015.

2. JA Van Mieghem and Gad Allon. Operations Strategy: Practices and Principles, Dynamic
Ideas LLC 2nd edition, 2015.
3. Kotlar, Philip, Marketing Management, Prentice Hall, New Delhi.
4. McCarthy, E.J., Basic Marketing: A managerial approach, Irwin, New York.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

OPERATIONS STRATEGY 100 4 0 0 3

UNIT I
Introduction – Strategy: Definition, Levels – Operations and Strategy – Operations Management Vs.
Operations Strategy – Four perspectives on Operations Strategy – Decision areas: Structural and
Infrastructural – The Process of Operations Strategy

UNIT II
Performance objectives: Introduction – Quality: Hard, Soft – Speed: Time – Dependability: Time –
Flexibility: Type –Internal and external benefits – The Operations Strategy Matrix – Performance
Objectives and Competitive Factors – Product/Service Life Cycle on Performance Objectives.

UNIT III
New approaches: Total Quality Management (TQM): Fit into Operations Strategy – Lean
Manufacturing: Fit into Operations Strategy – Business Process Reengineering (BPR): Fit into
Operations Strategy – Six Sigma: Fit into Operations Strategy.

UNIT IV
Decision areas – I: Capacity Strategy: Levels of capacity decision, Factors influencing the overall
level of capacity, Location of capacity – Purchasing and Supply Strategy: Supply Networks, Do
(Make) or Buy? the vertical integration decision.

UNIT V
Decision areas – II Process Technology Strategy: Classification, Three dimensions of process
technology – Improvement Strategy: Breakthrough Improvement and Continuous Improvement, The
Importance – Performance Matrix.

TEXT BOOKS:
1. Nigel Slack, Michael Lewis, Mohita Gangwar Sharma. Operations Strategy, Pearson
Education Limited, England, 5th edition, 2018.

REFERENCE BOOKS:
1. David Walters. Operations Strategy, Palgrave Macmillan Publisher, 2015.
2. JA Van Mieghem and Gad Allon. Operations Strategy: Practices and Principles, Dynamic
Ideas LLC 2nd edition, 2015.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SALES AND OPERATIONS PLANNING 100 4 0 0 3

Unit- I
Sales Management and Organisation: Objectives and sales management , sales executive as a
coordinator , sales management and control , sales organisation - it's purpose , setting up a sales
organisation , types of sales organisation – sales and operational planning: Introduction to Sales
and operations planning - Purpose of sales and operations plans - Decision context - Sales and
operations planning as a process - Overview of decision support tools

Unit -II
Personal Selling: Objectives and theories of personal selling , analysing market potential, sales
potential and sales forecasting method & evaluation , determining sales related marketing
policies - product policies, distribution policies & pricing policies .

Unit- III
Planning and control systems for manufacturers - Materials requirement planning - Drum –
buffer – Rope system – Scheduling - Scheduling service and manufacturing processes -
Scheduling customer demand - Scheduling employees - Operations scheduling. Sales
Operations: Sales budget , sales territories , sales Quata's , control of sales , sales meeting and
sales contest, organising display , showroom and exihibitions.

Unit- IV
Salesmanship: Sales manager- Qualities and functions , types of salesman , prospecting , pre-
approach & approach , selling sequence , psychology of customers. Capacity Planning –
Measurement of Capacity: KPIs (Efficiency and Utilization) – Aggregate Production Planning
(APP): Model, Techniques – Multi Attribute Decision Making (MADM) – Analytic Hierarchy
Process

Unit-V
Sales force Management: Recruitment & selection, training , formulation & conduction of sales
training programme, motivation of sales personnel , compensation of sales personnel ,
evaluation and supervision of sales personnel .

Reference:
1. Robert Penn Burrows, Lora Cecere, Gregory P. Hackett, The Market-Driven Supply Chain:
A Revolutionary Model for Sales and Operations Planning in the New On-Demand
Economy, AMACOM Div American Mgmt Assn, 2011.
2. Still , Cundiff & Govani Sales management & Cases
3. McMurry & Arnold How to build a dynamic Sales Organisation
4. Pradhan , Jakate & Mali Elements of Salesmanship and Publicity
5. Anderson R Professional Sales Management
6. F.L. Lobo Successful Selling
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

BEHAVIORAL OPERATIONS MANAGEMENT 100 4 0 0 3

UNIT I
Behavioural Operations Management – Definition – The study of Behavioural Operations – History
and the Contemporary Knowledge Base – Virtuous Cycles of Experimental Learning

UNIT II
Production and Service Contexts – I: Synch and Swim: Managing and Mismanaging Process
Constraints and Variability – Process and Perception: Kristen's Cookie Company from a Behavioral
Point of View

UNIT III
Production and Service Contexts – II:The Wait or Buy Game: How to Game the System That's
Designed to Game You Back – Sharing the Load: Group Behavior and Insights into Simulating Real-
World Dynamics.

UNIT IV
Supply Chains: Sharing the Risk: Understanding Risk – Sharing Contracts from the Supplier's
Perspective – Supply Chain Negotiator: A Game of Gains, Losses, and Equity.

UNIT V
Integrative/Enabling Technology: Dynamic Pricing in Revenue Management – Intertemporal choices
in Project based organisations – Impulsiveness and Emotions – Behaviour Assessment Test on
Conflict Management – Kicking the mean Habit – A chain of hands.

TEXT BOOKS:

1. Elliot Bendoly, Wout van Wezel, and Daniel G. Bachrach, The Handbook of Behavioral
Operations Management, Oxford University Press, 2015.
2. Christoph H. Loch, Yaozhong Wu, Behavioral Operations Management, Now Publishers Inc,
2007.

.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

THEORY OF CONSTRAINTS 100 4 0 0 3

Unit I. Introduction to Theory of Constraints

Unit II. TOC Thinking Tools: Current Reality Tree and Core Conflicts -- Conflict Clouds --
Negative Branch Reservations -- Prerequisite Tree -- Categories of Legitimate Reservation --
Layers of Resistance

Unit III. TOC applications in Production/Operations -- Concepts of Drum—Buffer-- Rope --

Simplified Drum Buffer Rope -- Drum Buffer Rope -- Use of Simulator to explain DBR

Unit IV. TOC applications in Distribution -- Replenishment Model

Unit V. TOC applications in Finance and Measurements -- Throughput Accounting

Unit VI TOC applications in Project management -- Critical Chain

References

1. Theory of Constraints by Eliyahu M Goldratt

2.Theory of Constraints Handbook by John G Schleler
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

MANAGEMENT OF MANUFACTURING 100 4 0 0 3

SYSTEMS

UNIT I
Management of Manufacturing Systems: An Overview – Manufacturing Systems: Type – Challenges
– Evolution of Manufacturing Systems – Nine laws in Manufacturing – Various methodologies.

UNIT II
Cellular Manufacturing Systems: Principle – Group Technology (GT) – Cellular Manufacturing
Systems – Layout – Cell Design: formation, operator allocation, sequencing and scheduling – Part
Classification and Coding – Production flow analysis.

UNIT III
Just-in-time: Evolution of Just-In-Time – Principle – Seven wastes – Just-In-Time (JIT) – Kanban or
Pull System – CONWIP – Tools and Techniques.

UNIT IV
Synchronous manufacturing: Synchronous Manufacturing or Theory of Constraints – Principle –
Definition of Goal by Goldratt – Role of a constraint – Types of resources: bottlenecks and capacity
constrained resource – Drum Buffer Rope System.

UNIT V
Flexible Manufacturing Systems (FMS): Concept of Flexible Manufacturing System (MS) –
Flexibility – Types: Single machine cell, Flexible manufacturing cell, Flexible manufacturing system
– Components – Applications – Benefits – Implementation issues.

TEXT BOOKS:
1. Mikell P. Groover, Automation, Production Systems and Computer-Integrated Manufacturing,
Pearson Education; Fourth edition, 2016.
2. Richard J. Schonberger, World Class Manufacturing, Free Press Publication, 2008.
3. Feld, W. M., Lean Manufacturing Tools, Techniques and How Use Them, St. Lucie
Press, Florida, 2000.

REFERENCE BOOKS:
1. Richard J. Schonberger, World Class Manufacturing: The Next Decade: Building Power,
Strength, and Value, Free Press Publication, 2013.
2. R.P.Mohanty & S.G.Deshmukh, Advanced operations management, Pearson education
(Singapore) P.Ltd
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SOURCING MANAGEMENT 100 4 0 0 3

UNIT I
Introduction of Sourcing – Sourcing management: Concept, Functions, Application – Supplier
Evaluation and Selection (Concepts): Supplier Rating – Rating criteria – Factors.

UNIT II
Global sourcing: Introduction to Global Sourcing – Trends in Global Sourcing – Global Sourcing –
Negotiation – Performance Measurement and Evaluation (Concepts and Metalcraft Case)

UNIT III
Supply Chain: The Role of Sourcing – Components – Key Process – Outsource: Various Mechanism
– Third-party logistics (3PL): Service.
UNIT IV
Analytical tools: Analytical Tools in Sourcing (Total Cost of Ownership (Wire Harness case),
Pricing Analyses - (Plastic Shield case)) – Analytical Tools in Sourcing (Foreign Exchange Currency
Management, Learning Curve, Quantity Discount Models) – Integrative Pacific Systems Case
(Supplier Scorecard, Sourcing Risk, Supplier Financial Analysis).

UNIT V
Risks & Trends: Sourcing Risk Management (Concepts) – Electronic Sourcing – Sustainability and
Sourcing (Green Sourcing; Walmart-China Case)

TEXT BOOKS:
1. Sunil Chopra and Peter Meindi, Supply Chain Management – Strategy Planning and
Operation, Pearson Education, Third Indian Reprint, 2004.
2. Monczka et al., Purchasing and Supply Chain Management, Thomson Learning, Second
edition, Second Reprint, 2002.

REFERENCE BOOKS:
1. Lee J. krajewski and Larry P.Ritzman, 2007, Operations Management strategy and analysis,
9th Edition, Pearson Eduction / Prenctice Hall of India, 2007.
2. Altekar Rahul V, Supply Chain Management – Concept and cases, Prentice Hall India, 2005.
3. Olivier Bruel, Strategic Sourcing Management: Structural and Operational Decision-making
Kogan Page; 1 edition, 2016.

.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SUPPLY CHAIN ANALYTICS 100 4 0 0 3

UNIT I
Introduction – Overview on Supply Chain, Analytics and Supply Chain Analytics – Dashboards with
relevant KPIs for Supply Chain – Optimization – Classification of optimization problems –
Optimization for Analytics – Operations Research Techniques for Analytics.

UNIT II
Location and Layout: Plant/Warehousing Decisions – Location Methods – Location Models –
Network Models – Layout Methods – Line Balancing: KPIs (Cycle time, Idle time) – Inventory
Management

UNIT III
Total Quality Management: Introduction – Statistical Quality Control (SQC) – Statistical Process
Control (SPC) – Pareto Analysis – Histogram – Scatter Diagram – Control Charts – Process
Capability Analysis: KPIs (Cp and Cpk)
UNIT IV
Planning & Multi Attribute Decision Making: Capacity Planning – Measurement of Capacity: KPIs
(Efficiency and Utilization) – Aggregate Production Planning (APP): Model, Techniques – Multi
Attribute Decision Making (MADM) – Analytic Hierarchy Process.

UNIT V
Simulation & DOE: Introduction to simulation – Type: Discrete and Continuous simulation –
Simulation models – Steps in Simulation study – Simulation for Analytics – Experimental Designs
(Taguchi, RSD, Mixture Design).

TEXT BOOKS:
1. James R. Evans., Business Analytics – Methods, Models and Decisions, Pearson
Publications, 1st Edition, 2012.
2. G.V.Shenoy,U.K.Srivastava,S.C.Sharma, Operations Research for Management, New Age
International,Revised 2nd Ed, 2005.

REFERENCE BOOKS:
3. Gerad Feigin, Supply Chain planning and analytics – The right product in the right place at
the right time, Business Expert Press, 2011
4. Peter Bolstorff, Robert G. Rosenbaum, Supply Chain Excellence: A Handbook for Dramatic
Improvement Using the SCOR Model, AMACOM Div American Mgmt Assn, 2007
5. Robert Penn Burrows, Lora Cecere, Gregory P. Hackett, The Market-Driven Supply Chain:
A Revolutionary Model for Sales and Operations Planning in the New On-Demand
Economy, AMACOM Div American Mgmt Assn, 2011
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

TRAVEL AND TOURISM MANAGEMENT

III SEMESTER

Travel Agency and Tour Operations 100 4 0 0 3

Objective: To understand the significance of travel agency and tour operation business, the
current trends and practices in the tourism and travel trade sector and to develop adequate
knowledge and skills applicable to travel industry.

UNIT-I Travel Trade: Historical Perspectives: Emergence of Thomas Cook- Cox and Kings-
American Express Company, Types of Tour & Types of Tour Operators: Full Service
AgencyCommercial Agency-Implant Agency-Group / Incentive Agency, Wholesale and Retail
Travel Agency Business: Linkages and Integration with the Principal Service Providers,
Changing Scenario of Travel Trade.

UNIT-II Travel Agency and Tour Operation Business: Functions of Travel Agency - Setting Up
A Full-Fledged Travel Agency - Sources of Income of A Travel Agency - Diversification of
Business - Travel Insurance, Forex- Cargo- MICE – Documentation, Recognition: IATA
Accreditation - Recognition from Government.

UNIT-III Itinerary Planning & Development: Tour Itinerary: Types of Itinerary - Resources and
Steps for Itinerary Planning - Do‘s and Don‘ts of Itinerary Preparation, Tour Formulation and
Designing Process :FITs & Group Tour Planning and Components - Special Interest Tours
(SITs).

UNIT-IV Tour Packaging & Costing: Tour Packaging: Classifications of Tour Packages -
Components of Package Tours, Concept of Costing: Types of Costs - Components of Tour Cost -
Preparation of Cost Sheet, Tour Pricing: Calculation of Tour Price - Pricing Strategies - Tour
Packages of Thomas Cook, SOTC, MakeMyTrip and Cox & Kings.

UNIT-V Travel trade Organizations: Objectives, Activities and Functions of UFTAA, PATA,
TAAI, IATO, ASTA, ATOI, ADTOI, IAAI, TAFI.
Suggested Readings:
1. Bhatia, A.K. (2013). The Business of Travel Agency and Tour Operations Management. New
Delhi: Sterling Publishers (P) Ltd.
2. Goeldner, R., & Ritchie, B. (2010). Tourism, Principles, Practices and Philosophies. London:
John Wiley & Sons.
3. Negi, J. (2005). Travel Agency Operations: Concepts and Principles. New Delhi: Kanishka.
4. Negi, K.S. (2011). Travel Agency Management. New Delhi: Wisdom Press.
5. Roday, S., Biwal, A., & Joshi, V. (2009). Tourism Operations and Management. New Delhi:
Oxford University Press.
6. Swain, S.K. & Mishra, J.M. (2011). Tourism Principles and Practices. New Delhi: OUP.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HOSPITALITY MANAGEMENT 100 4 0 0 3

Objective: To study the flow of activities and functions in today‘s Hotel operation, familiarize
with Hotel and resort management and to establish the importance of various departments and its
role in the Hospitality Industry.

UNIT-I Introduction to Hospitality Industry: Distinctive Characteristics: Inflexibility

Intangibility-, Perishability - Fixed Location- Relatively Large Financial Investment etc.;
Concepts of ―Atithi Devo Bhavah‖; Hotel and Lodging facilities; Types of Hotels; Classification
of Hotels, Chain Operations, Alternative Accommodation; E- Hospitality; Ethical and
Regulatory Aspects in a Hotel, International Hotel Regulations, Fiscal and Non-Fiscal Incentives
Offered to Hotel Industry in India.

UNIT- II Front Office : Duties and Responsibilities: Reservation & Registration- Meal Plans
Room Assignments- Check-in- Departure- Handling Guest Mail- Message Handling- Guest
Paging Methods of Payment; Guest Services: Type of Hotel Guests- Types of Meal Plans Wake-
up call.

UNIT- III Housekeeping: Hierarchy, Duties & Responsibilities of Housekeeping Staff; Important
Functions of Housekeeping Management; Types of Accommodation; Activities in
Accommodation Management: Room Service- Room supplies- Types of Room- Types of
Bedding and Other Related Types of Service; Liaison with Other Departments.

UNIT- IV Food & Beverage : Hierarchy, Duties & Responsibilities of Staff; Food Production
Organization: Kitchen-Buffets-Beverages Operation &Functions; Outlets of F & B; Types of
Restaurant Menu; Catering Services: Food Service for the Airlines- BanquetteCorporate- MICE-
Retail Food Market- Business/Industrial Food Service- Healthcare Food Service- Club Food
Services; Trends in Lodging and Food Services.

UNIT-V Evaluating Hotel Performance: Methods of Measuring Hotel Performance: Occupancy

Ratio- Average Daily Rate: Average Room Rate Per Guest- Rev PAR- Market Share Index-
Evaluation of Hotel by Guest; Yield Management: Elements of Yield Management, Measuring
Yield in the Hotel Industry, Benefits of Yield Management, Challenges or Problems in Yield
Management.
Suggested Readings:
1. Negi, J. (2014). Professional Hotel Management. New Delhi: S. Chand.
2. Raghubalan, G., & Smritee, R. (2015). Hotel Housekeeping operations and Management. New
Delhi: Oxford University Press.
3. Negi, J. (1984) .Hotels for Tourism Development: Economic Planning & Financial
Management. New Delhi: S. Chand.
4. Tewari, J.R. (2016). Hotel front office operations and Management. New Delhi: Oxford
publication. 5. Wood, R.C. (2013). Key Concepts of Hospitality Management. London: SAGE
Publications, London.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

RESORT PLANNING AND DESTINATION 100 4 0 0 3

MANAGEMENT

Objective: To study the flow of activities and functions in today‘s Resort operation and to
familiarize with Destination Management.

Unit – l: Resort: Concept, Evaluation. Scope, Trends and development - Roles of Resorts in
Tourism and Hospitality, Nature of Demand of Resort - Deferent Types of Resorts- Product,
Functional specifications - Strategy and organizational structures.

Unit – II: Resort Planning: Location, Feasibility analysis, Architecture, Macro & Micro business
environment. The five phases of Resort planning and development - Economic analysis of Resort
operation and Forecasting.

Unit – III: Impact analysis of Resorts: Social Impact, the economic impact, physical and
environmental.

Unit – IV: Development of destination - Principles of destination development - Concerns for

destination planning - Stages in destination designing and management.

Unit – V: Cultural tourism product: designing, development, issues and considerations -

Religious tourism product: designing, development, issues and considerations - Heritage tourism
product: designing, development, issues and considerations.
Suggested Readings:
1. Gee Chuck Y., Resort Development and Management
2. Stipnauk, David M. and Roffman, Harold, Facilities Management
3. Lawson , Hotels and Resorts: Planning, Design and Refurbishment
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

TOURISM POLICY AND PLANNING 100 4 0 0 3

Objective: To comprehend the conceptual dimensions and policies of tourism industry and to
understand the dynamics of tourism businesses and its impacts.

Unit – I: Concept, need, objective, institutional framework and the principal lines of public
tourism policy- Role of govt. public and private sector in formulation of tourism policy - Roles
of international, national, state and local tourism organizations in carrying out tourism policies.

Unit – II: Goal of national administration and tourism policy - Policy making bodies and its
process at national levels - Outline of L.K.Jha Committee (Ad-hoc Committee) - 1963, National
Tourism Policy -1982, National Committee Report-1998, National Action Plan on Tourism -
1992.

Unit – III: National Tourism Policy-2002 - Opportunities for investments in hotel sector &
Tourism related organizations - Incentives and concessions extended for tourism projects and
resources of funding.

Unit – IV: Background, Approach and Process, Techniques of Plan Formulation - Planning for
Tourism Destinations-Objectives, methods, steps and factors influencing planning -Destination
life cycle concept.

Unit – V: Tourism planning at international, national, regional, state and local, the traditional,
approach and PASLOP method of tourism planning - Important feature of five year tourism
plans in India - Elements Agents, Processes and typologies of tourism development.
Suggested Readings:
1. Bezbarua M.P, Indian Tourism Beyond The Millenium
2. Burkart & Medlik, Tourism; Past, Present and Future
3. Gee, Chuck Y, James C. Makens , Dexter J. L. & Choy, The Travel Industry
4. Murphy, Peter H, Tourism: A Community Approach
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

RECREATION MANAGEMENT 100 4 0 0 3

Objective: To understand the dynamics of recreation products and their significance for tourism
industry.

Unit – I Evolution of Transport Systems, Importance of Transport in Tourism, Major transport

systems – rail, road, water transport.

Unit - II Air transport and its evolution, present policies and regulations pertaining to airlines,
limitations of weights and capacities.Function of ICAO, DGCA, IATA, AAI. Evolution of Civil
Aviation in India.

Unit – III Surface Transport System, Approved Transit Transport, Document connected with
Road Transport, RTO, Recreational Vehicles, Road Taxies Fitness Certificates. Major Highways
across India and abroad.

Unit – IV Rail Transport System, Major Railway System of world, Amtrak, Eurail, Brit Rail,
Indian Railways. Past, Present, Future Tourist Trains, viz Palace on wheels, Royal Orient,
Himalayan Queen. Facilities offered by Indian Railways. International Luxury trains : The
Orient Express , Trans Siberian railway.

Unit – V Water Transport System, Historical Past, Cruise ship, River Canal boats. Future
prospects and growth of Water Transport in India.
Suggested Readings:
1. Transport for tourism: Stephen Page
2.Tourism system : Mill, R.C. and Morrison
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

TRAVEL AND TOURISM MANAEMENT

MBA IV SEMSESTER
TRAVEL MEDIA AND JOURNALISM 100 4 0 0 3

Objective: To provide basic understanding about Travel Journalism and its role in tourism
promotion, practical know-how on travel writing and the dynamics of making travelogues and to
expose the students to the nitty-gritty‘s of travel blogging and E-documentation of tourism
destinations.

UNIT-I Introduction to Travel Writing: Articles and Short Pieces of Travel Writing, Magazines,
Travel Newsletters, Short Pieces for Books – Travel journalism and the Internet - Researching
and Approaching Markets -Travel Books : Guide Books, Accommodation Guides, Business
Travel Guides, Coffee Table Books, Autobiographical Tales, Anthologies-FAM Tour & Press
trips.

UNIT-II Electronic Media and Documentation of Destinations: Methodical approaches in the

coverage of travel and transport, events, hospitality and special-interest tourism resources -
Nature of media coverage: webcast and telecast –Travel Blogs- Script writing for travel
programs - Identifying points for visual support - Conducting interviews - Virtual tourism
Preparation of travel footage.

UNIT -III Researching Topics: Sources of Information - Research on the Internet - Researching
on the spot - Organizing research material-The importance of specializing.

UNIT-IV Developing Ideas for Travel Articles: Journey Pieces, Activity Pieces, Special Interest
Pieces, Side-trips, Reviews - Ideas from own travel experiences - Ideas from other sources.

UNIT-V How to portray the experiences: Using the Senses- Practical Tips; Choosing the Right
Words, Verbs, Adjectives and Phrases, And Usages- Illustrations - The Practicality of Taking
Photographs, Non-Photographic Illustrations.
Suggested Readings:

1. Arvaham, E. & Ketter, E. (2008), Media Strategies for Marketing Places in Crisis, UK:
Elsevier.
2. Brunt. P (1997), Market Research in Travel and Tourism, UK: Butterworth and
Heinemann.
3. Bryan Pirolli. (2016). Travel Journalism. London: Taylor and Francis.
4. Clark, R.M., Wood, R.C.(1998), Researching and Writing Dissertations in Hospitality
and Tourism, UK.
5. Greenman, J. F. (2012). Introduction of Travel Journalism. New York: Peter Lag.
6. Macdonald, J. (2000). Travel Writing, London: Robert Hale.
7. Neilson, C. (2001), Tourism and the Media: Tourist Decision Making, Information and
Communication, Melbourne: Hospitality Press.
8. Neilson, C. (2001). Tourism and the Media: Tourist Decision Making, Information and
Communication, Melbourne: Hospitality Press.
9. Reijnders, S. (2016). Places of the Imagination Media, Tourism, Culture. London:
Routledge.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

EVENT MANAGEMENT 100 4 0 0 3

Objective: To enrich the level of knowledge about management of different types events and
different aspects, functions of events and To help the students understand different aspects and
functions of events; and to provide sufficient opportunities to use knowledge and skill in event
business.

UNIT – I Event Business: Types of Events - Size of Events - Five C‘s of Event Management -
Trends of Event Business - Scope of Event Business - Roles and Functions of Event Manager -
Attributes of Technical Staff - Preparation of Operation Manual - Developing Record Keeping
Systems.

UNIT – II Selection of Event Site: Layouts and Designs - Site Map or Plan-Audiovisual -
Lighting and Sound - Special Effects and Video - Event Technology, Event Laws & Regulations
- Permissions Required for Holding An Event: Police Permissions - Traffic Police, Ambulance,
Fire Brigade and Municipal Corporation- Indian Performing Rights Society (IPRS) - Performing
License - Entertainment Tax - Permissions for Open Ground Events - License for Serving Liquor
- Waste Management & Green Certification.

UNIT – III Planning and Scheduling Events: Managing Events - Corporate Events - Trade
Shows and Exhibitions - Events in Educational Institutions - Budgeting of MICE - Use of
Budget Preparation - Estimating Fixed and Variable Costs - Cash Flow - Sponsorship and
Subsides -Ethical Behavioral Practices in MICE industry.

UNIT – IV Bidding for Events: Events Theme- Color, Decor, Focal Points, Fabrics, Furnishing,
Lighting, Audio visual - Event Logistics: Security, Transport, Parking, Accommodation, Special
Needs and Disabled Requirements.

UNIT – V Logistics: Procedures - Performance Standards - Event Networks and Supply Chain -
Handling Vendors and Service Contractors - Negotiating With Vendors and Service Contractors.
Suggested Readings:
1. Fenich, G.G. (2014). Production and Logistics in Meeting, Expositions, Events and
Conventions. Edinburgh: Pearson.
2. Robincon, P., Wale, D., & Dickson, G. (2010). Events Management ‗Ed‘. London: CABI.
3. Editorial Data Group USA (2018). Exhibition & Conference Organizers United States: Market
Sales in the United States Kindle Edition.
4. Johnson, N. (2014). Event Planning Tips: The Straight Scoop on How to Run a Successful
Event (Event Planning, Event Planning Book, Event Planning Business). MCJ Publishing.
Kindle Edition.
5. Mittal, S. (2017). Event Management: Ultimate Guide to Successful Meetings, Corporate
Events, Conferences, Management & Marketing for Successful Events: Become an event
planning pro & create a successful event series. Alex Genadinik Publication. Kindle Edition.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

FRONT OFFICE MANAGEMENT 100 4 0 0 3

Objective: To study the flow of activities and functions in today‘s Hotel operation, familiarize
with Hotel and resort management; and to establish the importance of front office in various
hotels.

Unit – I: Introduction to Hotel and Lodging facilities; Types of Hotels; Classification of Hotels,
Chain Operations, Alternative Accommodation; E- Hospitality; Ethical and Regulatory Aspects
in a Hotel, International Hotel Regulations, Fiscal and Non-Fiscal Incentives Offered to Hotel
Industry in India

Unit – II: Front Office Organization: Basic Layout and Design, Departmental Organizational
Structure. Front Office Personnel: Departmental Hierarchy. Attitude and Attributes and
Salesmanship. Job Descriptions and Job Specifications of Front Office Personnel.

Unit – III: Front Office Operations: The Front Desk- Equipments in use. The Guest Room-
Types and Status Terminology. Key Controls. Tariff plans. Types of rates.

Unit – IV: Reservations: Need for reservations, definitions, importance of reservations. Types of
reservations. Sources and modes of reservations. Individual and group bookings. Booking
instruments - Booking diary, Conventional charts, A & D register etc. The Reservation Cycle.
Hotel Reservation Systems, CRS, Inter-sell agencies, Internet applications.

Unit – V: Franchise and management contracts. Indian Chain of Hotels. Target Markets.
Alternate Lodging facilities.

Suggested Readings:
1. Negi, J. (2014). Professional Hotel Management. New Delhi: S. Chand.
2. Raghubalan, G., & Smritee, R. (2015). Hotel Housekeeping operations and Management. New
Delhi: Oxford University Press.
3. Negi, J. (1984) .Hotels for Tourism Development: Economic Planning & Financial
Management. New Delhi: S. Chand.
4. Tewari, J.R. (2016). Hotel front office operations and Management. New Delhi: Oxford
publication.
5. Wood, R.C. (2013). Key Concepts of Hospitality Management. London: SAGE Publications,
London.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

INFORMATION TECHNOLOGY AND 100 4 0 0 3

TOURISM

Objective: To familiarize with information technology and tourism business concept and
acquaint with E-commerce and E-business and its strategies

Unit – l: Understanding the Hardware: Bit and related measuring terms, I/O and storage devices;
components of desktop; buying a computer Lab; demonstrate on open computer and explain its
components.

Unit – Il: Operating systems: Basic functions and types of an operating systems; comparative
illustrations from popular operating systems.

Unit – Ill: Communication and Protocols; working knowledge of Internet protocols; application
of electronic communication tools in business; collaborative tools.

Unit – IV: Understanding database basic terminology; types of databases Lab; creating and
relating tables in a microdatabase; basic queries for data analysis; import / export of data in
different formats; link with other products like word processors, database, spreadsheets etc.

Unit – V: Electronic commerce-Overview-Business to Government, Business to consumers,

Business to business, consumers to consumers, online Stock trading & Market Features,
Capabilities and Limitations.

Suggested Readings:
1. Laudon, K.C & Laudon, Jane P.management Information System
2. Kishore, Swapna and Naik Rajesh, SQL for Professional
3. Anderson, Virginia, Access 2002-the complete reference.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ECO TOURISM PRACTICES 100 4 0 0 3

Objective: To comprehend the theories and practices of ecotourism and understand the
problems of sustainable development, ecotourism and identify solutions.

UNIT-I Fundamentals of Ecology: Ecotourism-Evolution, Principles, Trends and Functions of

Ecotourism- Environmentalism, sustainable development-Pollution-Ecological Foot Prints.

UNIT-II Tourism & Ecology: Mass Tourism Vs Ecotourism-Typology of Eco-tourists-

Ecotourism Activities & Impacts-Quebec Declaration 2002 - Kyoto Protocol 1997- Ecotourism
and globalization.

UNIT-III Ecotourism Policies, Planning: Carrying Capacity - Alternative Tourism-Responsible

Ecotourism- Community Participation - Types of Participation - Ecotourism Projects - Case
Studies on Periyar National Park, Thenmala Eco-Project, Similipal Ecotourism Project -
Nandadevi Biosphere Reserve - Gulf of Mannar - Kruger National Park, South Africa.

UNIT -IV Sustainable Development- Evolution - Principles, Major Dimensions of

Sustainability- 10 R‘s-Stockholm Conference 1972 - Brundtland Commission – The Rio
Declaration 1992 - World Conference on Sustainable Tourism 1995 - WSSD 2002, The Cape
Town Declarations.

UNIT-V Global Warming & Climate Change: Eco-friendly Practices - Role of International
Ecotourism Society - UNWTO, WWF, UNDP - Department of Forest and Environment -
Government of India- ATREE- EQUATIONS.

Suggested Readings:
1. Ballantyne, R. and Packer, J. (2013). International Handbook on Ecotourism. United
Kingdom: Edward Elgar Publishing Ltd.
2. Fennel, D. A. (2002), Ecotourism Policy and Planning. USA: CABI Publishing.
3. Fennell, D.A. (2008). Ecotourism Third Edition. New York: Routledge Publication.
4. Goodwin, H. (2011). Taking Responsibility for Tourism. Woodeaton: Goodfellow Publishers
Limited.
5. Honey. (2008). Ecotourism and Sustainable Development: Who Owns Paradise? 2nd Edition.
Washington, DC: Island Press.
6. Strange, T., and Bayley, A. (2008). Sustainable Development. Linking Economy, Society,
Environment. Paris: OECD.
7. Tiwari, S.K., & Upadhyay, R.K. (2017). Conservation of Degraded Wetland System of
Keoladeo National Park, Bharatpur, India. Ecological Complexity, pp74- 89.
8. Weaver, D. (2001). The Encyclopedia of Ecotourism. London: CABI Publication.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HEALTH CARE AND HOSPITAL MANAGEMENT

MBA III SEMESTER
HOSPITAL ORGANIZATION AND MANAGEMENT 100 4 0 0 3

Objective: To familiarize the students with the basic concepts and principles of management,
organization and leadership on hospitals.
Unit-1: Role of a professional manager in a Hospital: concept of management – evolution of
management thought – significance of hospital management – role and importance of hospital
management – Responsibilities of an Hospital Manager – The transition factors of hospital
management.
Unit-II: Managerial function in a hospital: Management process, managerial skills, levels of
management, application of managerial functions in hospital. Decision making models in
hospital – steps in decision making – techniques and process of decision making – overcoming
barriers to effective decision making.
Unit-III: Behavioural concepts and theories: cognitive process, perception and its stages,
creativity and problem solving. Process of motivation – Theories of motivation – Motivating
medical and paramedical professionals. Leadership styles and influence process – features and
importance of leadership – Leadership styles – Successful VS Effective leader.
Unit-IV: Organization structure and planning process: Introduction – nature and structure of the
hospital organization – formal and informal organizations – factors influencing the choice of
structure – Line and Staff relationship – Desigining structure for a service organization.
Strategic and operational planning – Planning practices in Indian hospitals. Controlling –
process of control and methods of control.
Unit-V: Organizational climate and social responsibility: Meaning, need, significance of
organizational climate – distinction between culture and climate. Need, nature and causes of
organizational change – management of change in hospitals. Social responsibilities of hospital
management – objectives – responsibilities of hospital manager.

Suggested Readings:
1. Koontz & Weirich, Essentials of Management, Tata McGraw Hill Publishing Company, New
Delhi.
2. Stoner, Freeman & Gilbert, Management, PHI, 6th Edition.
3. Robbins.S.P., Fundamentals of Management, Pearson, 2003.
4. Robbins.S. Organisational Behaviour, X edn., Prentice-Hall, India.
5. Umasekaran, Organisational Behaviour.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

6. VSP Rao, V Hari Krishna – Management: Text and Cases, Excel Books, I Edition, 2004
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HEALTH CARE POLICIES AND DELIVERY SYSTEM 100 4 0 0 3

Objective: To understand the importance of health care policies and to be acquainted with the
disaster and safety, delivery system.

UNIT I Introduction – Theoretical frame work – Environment – Internal and External –

Environmental scanning – Economic Environment – Competitive Environment – natural
Environment – Politico Legal Environment – socio Cultural Environment- International and
Technological Environment.

UNIT II A Conceptual Approach to Understanding the Health Care Systems – Evolution –

Institutional Settings – Out Patient services – Medical Services – surgical Services – Operating
Department – Pediatric services – Dental services – Psychiatric services – casualty & Emergency
services – Hospital Laboratory services – Anesthesia services – Obstetric and Gynecology
services – Neuro – Surgery service – Neurology services.

UNIT III Overview of Health care sector in India – Primary care – Secondary care – Tertiary
care – Rural Medical care – urban medical care – curative care – preventive care – General &
special Hospitals – Understanding the hospital management – Role of medical, Nursing staff,
Paramedical and Supporting Staff – Health Policy – Population Policy – Drug Policy – Medical
Education Policy.

UNIT IV Health Care Regulation – WHO, International Health Regulations,IMA, MCI, State
Medical Council Bodies, Health universities and Teaching Hospitals and other Health care
Delivery Systems.

UNIT V Epidemiology – Aims – Principles – Descriptive, Analytical and Experimental

Epidemology – Methods – Uses.

Suggested Readings:
1. A & Lee, K., Economics of Health, OUP, Oxford, 1983.
2. Liz Haggard, Sarah Hosking, Healing the Hospital Environment: Design, Maintenance,
and Management of Healthcare Premises
3. Park JE, Park K., Textbook of preventive and social medicine, 20th edition, Banarsidas
Bhanot Publishers. 2009
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

4. S.L GOEL, Healthcare Management and Administration, Deep & Deep publications
Pvt.Ltd., New Delhi.
HEALTH ECONOMICS 100 4 0 0 3

Objective: It is intended to provide an in-depth knowledge about the sources of funds and its
effective utilization to achieve a better quality of health care services within a reasonable cost.
Unit I: Introduction of Economics Nature of Economics Analysis - – functioning of Economic
systems – Circular flow and interdependence of Economic activity – Basic Economic concepts –
scarcity – Opportunity cost – Discounting principle – Concept of marginal Utility – Demand –
Supply and Elasticity – Relevance of Economics to health and medical care.
Unit II: Demand Analysis and Production Function Utility analysis – Nature of Demand and
determinants – law of demand – Elasticity of Demand – Supply Curves – Cost Concepts and
Cost Analysis. Production function – production with one variable input. Law of variable
proportion: production with two variable inputs: production isoquant: isocost lines. Estimating
production functions: cost concepts and break even analysis.
Unit III: Health Determinants Unique Nature of Health – Health as a Consumer and investment
Good – Valuation of Health – Externalities in Health care – Economic Evaluation in Healthcare.
Unit IV: Market Analysis Market Configuration – price determination under different marker
conditions- nature and Characteristics of Health care markets – Demand for supply of health care
services – Market failure and Government intervention and control.
Unit V: Health care Finances and Trends Health care indicators – Health policies -Health care
expenditure – Financing of Health care, Allocations under 5 year plans – National Rural Health
Machine ( NRHM ) – Human Development indices. .Public Health in India: Public health
challenges, cost concern, consumer empowerment, fostering experimentation in the health
sector. New delivery and financing models, policy reform and entrepreneurial ventures,
innovation in health delivery organization.
Suggested Readings:

1. Dwivedi D.N, Micro Economic Theory, Vikas publications, New Delhi 1996
2. James Henderson , Health Economics and policy – South Western College publishing
3. Paul S, Reading in Economics, Tata McGraw Hill
4. Rexford E Santerre , Health Economics Dryden Publishers, Florida ( USA) 2000
5. Mills.A.& Lee, k., Economics of Health, OUP Oxford, 1983
6. UNDP, Human Development report, OUP, Newyork
7. Peter Zweible , Health Economics, Oxford university Press, Oxford
8. V Raman Kutty, A Premier of Health Systems Economics, Allies Publication Ltd. New
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Delhi.
9. H.S.Rout&P.K.Panda, Health Economics in india, New Century Publications, New Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HOSPITAL FUNCTIONS AND SUPPORT SERVICES 100 4 0 0 3

Objective: To get familiarised with support service systems and to get acquainted with hazards
and its management in hospital environment.

UNIT I Nutrition and Dietary services – Pharmacy services – Medical Records services.

UNIT II Facilities Engineering – Maintenance of Civil Assets – Electrical supply and Water
supply – Medical gas pipeline – Plumbing and Sanitation – Air conditioning system – Hot water
and Steam supply – Communication Systems –Biomedical engineering departments in modern
hospitals.

UNIT III Laundry services – House keeping services – CSSD-Energy conservation methods –
AMC.

UNIT IV Ambulance services – Mortuary services – Hospital security services.

UNIT V Disaster management – Fire hazards – Engineering Hazards – Radiological hazards.-

Outsourcing of Support services –Waste disposal and management.

Suggested Readings:

G.D.Kunders, Hospital and Facilities Planning and Design

Jacob Kline, Hand book of Bio-Medical Engineering
Webster J.G and Albert M. Coo, Clinical Engineering Principles and Practices
Antony Kelly, Maintenance Planning and Control
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

REVENUE CYCLE MANAGEMENT 100 4 0 0 3

Objective: to manage the administrative and clinical functions associated with claims
processing, payment, and revenue generation. The process encompasses the identification,
management, and collection of patient service revenue.

UNIT I Meaning and scope of patient care services – significance of patient care – role of
administration in patient care – classification of Hospital – Role and functions of Administrator
in hospitals.

UNIT II Front office services – outpatient services – inpatient services – Accident and
Emergency services – Billing services – other services

UNIT III Lab services – Radiology and Imaging services – Rehabilitation services – Blood bank
services – Telemedicine

UNIT IV Operation theatre – Intensive care units – Hospital acquired infections – Sterilization –
Nursing services – Ward Management

UNIT V Concept of quality – Quality control – Quality assurance – ISO 9000 standards – Total
Quality Management – Accreditation – NABL – JCAHQ – Quality manual – Medical tourism

Suggested Readings:

Management process in Health care - S.Srinivasan

Hospital Department Profiles - Gold Berry A.J

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HEALTH CARE AND HOSPITAL MANAGEMENT

MBA IV SEMESTER
PATIENT CARE AND SERVICES MANAGEMENT 100 4 0 0 3

Objective: To understand the importance of patient care management and acquainted with the
disaster, safety and Security Management in Hospitals.
UNIT I Patient centric management - Concept of patient care, Patient-centric management,
Organization of hospital departments, Roles of departments/managers in enhancing care, Patient
counseling & Practical examples of patient centric management in hospitals-Patient safety and
patient risk management.

UNIT II Quality in patient care management-Defining quality, Systems approach towards

quality, Towards a quality framework, Key theories and concepts, Models for quality
improvement & Variations in practice

UNIT III Patient classification systems and the role of casemix-Why do we need to classify
patients, Types of patient classification systems, ICD 9 (CM, PM), Casemix classification
systems, DRG, HBG, ARDRG, Casemix innovations and Patient empowering classification
systems.

UNIT IV Medical ethics & auditory procedures-Ethical principles, Civic rights, Consumer
Protection Act, Patient complaints powers & procedures of the district forum, State and National
commission, Patient appeals, Autopsy, Tort liability, Vicarious liability, Medical negligence,
Central & state laws, Use of investigational drugs, Introduction/need & procedures for medical
audit, Audit administration & Regulating committees-Confidentiality and professional secrecy,
ethics of trust and ethics of rights – autonomy and informed consent, under trading of patient
rights – universal accessibility – equity and social justice, human dignity

UNIT V Disaster preparedness-Policies & procedures for general safety, fire safety procedure
for evacuation, disaster plan and crisis management . Policies & procedures for maintaining
medical records, e-records, legal aspects of medical records, its safety, preservation and storage.
Suggested Readings: Goel S L & Kumar R. HOSPITAL CORE SERVICES: HOSPITAL
ADMINISTRATION OF THE 21ST CENTURY 2004 ed., Deep Deep Publications Pvt Ltd:
New Delhi
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Gupta S & Kant S. Hospital & Health Care Administration: Appraisal and Referral Treatise 1998
ed., Jaypee, New Delhi
MANAGED HEALTH CARE AND INSURANCE 100 4 0 0 3

Objective: The student is expected to understand the nuances of insurance and in particular the
health insurance.
Unit I Introduction – Economics of life and health insurance – importance, socio political
realities insurance terminology.
Unit II Health policy vis-à-vis health insurance policies – Indian scenario - Different products –
Demand and Scope – Limitations.
Unit III Administration of health insurance schemes like CGHS and ESI and Social security
measures. TPAs, Governing mechanisms including IRDA.
Unit IV Health insurance Taxation. Standardization and grading of hospital services, Role of
vigilance and real time information about the services.
Unit V Health insurance providers – Government and private – micro insurance, the role and
responsibilities of provider – insurer – Patient and the Regulatory Agencies.
Suggested Readings:
Gupta, P.K, Insurance and Risk Management, Himalaya Publishing house,2004
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HEALTH LAWS, ETHICS AND REGULATIONS 100 4 0 0 3

Objective: To get acquainted with the legal provision and issues related to health care, to
familiarise with the medical terminologies and to understand the ethical issues in health care
system.
UNIT I Laws relating to Hospital formation: Promotion-Forming society-The Companies Act-
Law of Partnership-A Sample Constitution for the Hospital-The Tamil Nadu Clinics Act –
Medical Ethics.
UNIT II Laws relating Purchases and funding: Law of contracts-Law of Insurance-Export
Import Policy- FEMA-Exemption of Income Tax for Donations-Tax Obligations: Filing Returns
and Deductions at Source. Laws pertaining to Health: Central Births and Deaths Registration
Act, 1969- Recent amendments – Medical Termination of Pregnancy Act, 1971 – Infant Milk
Substitutes, Feeding Bottles and Infant Food Act, 1992.
UNIT III Laws pertaining to Hospitals: Transplantation of Human Organs Act, 1994 – Pre-natal
Diagnostic Techniques (Regulation and Prevention of Misuse) Act, 1994 – Medical Negligence
– Medico Legal Case – Dying Declaration-MCI act on medical education. The Biomedical
Waste (Management and Handling) Rules-Radiation Safety System.
UNIT IV Medical Terminology- Glossary of medical terms: major Diseases and medical
specialties-Roots, Prefixes, Suffixes, Abbreviations and symbols-Common roots: element
referring to, usage and definition-Common prefixes and suffixes-Common abbreviations:
departments, time, general healthcare, routes of medication and laboratory-Symbols.
UNIT V Illness- Classification and description of diseases-Infection Control- Medical asepsis,
Nosocomial infection and communicable diseases, Reservoir, carrier and mode of transmission-
Overview of Hospital Services -Intensive care unit – Coronary care Unit – Burns, paraplegic &
Malignant disease treatment – Hospital welfare services – Hospital standing services – Indian red
cross society – Nursing services- Pharmacy – Medical Stores – Housekeeping – Ward
Management – Central sterile supply department-Medical Records – Fatal documents – Medical
Registers – Statutory records.
Suggested Readings:
BM Sakharkar, Principles of Hospital Administration and Planning, Jaypee brothers
Publications.
Francis CM,Mario C de Souza ; Hospital Administration – Jaypee brothers Medical Publishers.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HOSPITAL MANAGEMENT AND INFORMATION SYSTEMS 100 4 0 0 3

Objective: To understand the role of IT in hospital management and to familiarise with the
latest developments in technology with relevance to hospitals.
Unit I The Information Explosion: Information is important – Impact on society – Impact on
teaching and learning – Impact on Government – Impact on Healthcare – The future of
healthcare technology – The future healthcare record – Preparing for the future – Summary. The
world of Informatics.
Unit II The Electronic health record: Functions of the health record –Changing functions of the
patients record – Advantages of the paper record – Disadvantages of the paper record – Optically
scanned records – The electronic health record – Automating the paper record – Advantages of
the EHR – Disadvantages of the EHR – Bedside or point-or-care systems – Human factors and
the EHR – Roadblocks and challenges to EHR implementation –The future
Unit III Securing the Information: Privacy and confidentiality and Law – Who owns the data? –
Security – Computer crime – Role of healthcare professionals – Summary. Information Systems
cycle: The information systems cycle – Analysis – Design phase – Development –
Implementation – Why some projects fails?
Unit IV Electronic Communications: A bit of history – Hardware and software for connecting –
Methods of accessing information – World Wide Web (WEB) – Communication Technologies
Unit V Telehealth– Historical perspective on telehealth – Types of Technology – Clinical
initiatives – Administrative initiatives – Advantages and Barriers of telehealth – Future trends –
Summary- The future of Informatics: Globalization of Information Technology – Electronic
communication – Knowledge management – Genomics – Advances in public health – Speech
recognition – Wireless computing – Security – Telehealth – Informatics Education – Barriers to
Information Technology implementation.
Suggested Readings: Kathleen M., Informatics for Healthcare Professional James O‘Brien, Tat
McGraw Hill,
Management Information System Peter Norton, Introduction to computer, Tata McGraw Hill
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HEALTH ANALYTICS 100 4 0 0 3

Objective: the role of data analytics in quality and performance improvement efforts, the tools
and techniques used for data analytics in health care organizations.
UNIT I: Quality Improvement and Data Analytics – Meaning – Drivers for health care
transformation - Identify quality initiatives that have shaped the national health care landscape -
Health care quality and value - background and evolution of quality and performance
improvement - Quality improvement frameworks that utilize analytics .
UNIT II: Health Care Data as an Organizational Asset - Data information, knowledge and
wisdom hierarchy- organizational asset - sources of health care data – challenges for quality and
performance improvement - organizational approach for effective use of data analytics
UNIT III: Working with Data - information value chain - importance of data context and
relevance to business processes - common data types - basic statistical terms - Recognize
common patterns or distributions in statistics - distributions using numerical measures such as
mean, median and standard deviation - common graphical representations of data including
histograms, bar charts and scatterplots
UNIT IV; Data Analytics Tools and Techniques – Definitions - Process steps of data analytics
and the tools - role of the data analyst - tools and techniques used to analyze and interpret
healthcare data effectively - various types of databases and how they are structured - data
warehouse concepts - enterprise data architecture in health care organizations.
UNIT V: Solve Problems- measures, metrics, and indicators- purpose and use of Key
Performance Indicators (KPI‘s) - health care organizations use the IHI Triple Aim to prioritize
performance goals - DMAIC problem-solving model and the tools and techniques used in each
step of the process - Apply the DMAIC methodology to a health care issue.
Suggested Readings:
Trevor L. Strome (2013). Healthcare Analytics for Quality and Performance Improvement. John
Wiley & Sons, Inc
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO BUSINESS
MBA III SEMESTER
AGRO MARKETING MANGEMENT 100 4 0 0 3

Objective: The objective of this course is to give the students an understanding of concept,
various policies, strategies and decisions relating to marketing that can be developed by
agribusiness firms.

UNIT I Meaning and scope, agricultural marketing and economic development Agricultural
market structure - meaning, components and dynamics of market structure; marketing strategy -
meaning & significance, formulation of marketing strategy; agribusiness marketing environment,
design of marketing mix, market segmentation and targeting, determinants of consumer's
behaviour.

UNIT II Product management – Introduction - process and decisions, new product development
- significance and classification of new product, stages and estimation of demand of new
product; product life cycle.

UNIT III Product policies and practice for agribusiness - determinants of price, objectives of
pricing policies and pricing methods.

UNIT IV Promotional management - advertising planning and execution; sales promotion;

grading and standardization.

UNIT V Distribution management - storage and warehousing and transportation management for
agricultural products; marketing agencies/intermediaries – role and functions; distribution
channels involved in agribusiness.

Suggested Readings:
Acharya SS & Agarwal NL. 2004. Agricultural Marketing in lndia" 4th Ed. Oxford & lBH.
Kohls RL & Uhj JN. 2005.
Marketing of Agricultural Products.gth Ed. Prentice Hall. Kotler P. 2002.
Marketing Management - Analysis, Planning, implementation and Control. Pearson Edu.
Krishnamacharyulu C & Ramakrishan L. 2002. Rural Marketing. Pearson Edu.
Ramaswamy VS & Nanakumari S. 2002. Marketing Management.2nd Ed. Mac Millan India.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO BUSINESS AND RURAL GREEN MARKET 100 4 0 0 3

Objective: To develop understanding regarding issues in rural markets like rnarketing

environment, consumer behaviour, distribution channels, marketing strategies, etc.

UNIT I Concept and scope of rural green marketing, nature and characteristics of rural markets,
potential of rural rnarkets in India, rural communication and distribution.

UNIT II Environmental factors - socio-cultural, economic, demographic, technological and

other environmental factors affecting rural green marketing.

UNIT III Rural consumer's behaviour - behavior of rural consumers and farmers; buyer
characteristics and buying behaviour; Rural v/s urban markets, customer relationship
management, rural market research.

UNIT IV Rural green marketing strategy - Marketing of consumer durable and non-durable
goods and services in the rural markets with special reference to product planning; product mix,
pricing objective, pricing policy and pricing strategy, distribution strategy.

UNIT V promotion and communication strategy - Media planning, planning of distribution

channels, and organizing personal selling in rural market in India, innovation in rural marketing.

Suggested Readings

Krishnamacharyulu C & Ramakrishan L. 2002. Rural Marketing. Pearson Edu.

Ramaswamy VS & Nanakumari S. 2006. Marketing Mandgement.3rd Ed. MacMillan Publ.
Singh AK & Pandey S. 2005. Rural Marketing. New Age' Singh Sukhpal.2004.
Rural Marketing. Vikas Publ. House
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO BUSINESS ENVIRONMENT 100 4 0 0 3

Objective: To expose learners to the environment in which the agri-business is conducted. Focus
will be on understanding micro and macro environmental forces and their impact on agri-
business.

UNIT I Role of agriculture in Indian economy; problems and policy changes relating to farm
supplies, farm production, agro processing, agricultural marketing, agricultural finance etc. in the
country.

UNIT II Structure of Agriculture - Linkages among sub-sectors of the Agro business sector;
economic reforms and lndian agriculture; impact of liberalization, privatization and globalization
on Agro business sector.

UNIT III Emerging trends in production, processing, marketing and exports; policy controls and
regulations relating to the industrial sector with specific reference to agro-industries.

UNIT IV Agro business policies- concept and formulation; and new dimensions in Agro
business environment and policy.

UNIT V Agricultural price and marketing policies; public distribution system and other policies.

Suggested Readings:

Adhikary M. 1986. Economic Environment of Business. S. Chand & Sons.

Aswathappa K. 1997. Essentials of Business Environment Himalaya Publ.
Francis Cherunilam 2003" Business Environment. Himalaya Publ.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO SUPPLY MANAGEMENT 100 4 0 0 3

Objective: The concepts and processes of agricultural supply chain management, framework for
structuring supply chain drivers; network designs, demand forecasting, inventory planning,
sourcing decisions and lT enablement of supply chain.

UNIT I Supply Chain: Changing Business Environment SCM: Present Need; Conceptual Model
of Supply Chain Management; Evolution of SCM; SCM Approach; Traditional Agri. Supply
Chain Management Approach; Modern Supply Chain Management Approach; Elements in
SCM.

UNIT II Demand Management in Supply Chain: Types of Demand, Demand Planning and
Forecasting; Operations Management in Supply Chain, Basic Principles of Manufacturing
Management.

UNIT III Procurement Management in Agri. Supply chain: Purchasing Cycle, Types of
Purchases, Contract/Corporate Farming, Classification of Purchases Goods or Services,
Traditional Inventory Management, Material Requirements Planning, Just in Time (JlT), Vendor
Managed Inventory (VMI).

UNIT IV Logistics Management: History and Evolution of Logistics; Elements of Logistics;

Management; Distribution Management, Distribution Strategies; Pool Distribution;
Transportation Management; Fleet Management Service innovation; Warehousing; Packaging
for Logistics, Third-Party Logistics; GPS Technology.

UNITV Concept of Information Technology: lT Application in SCM; Advanced Planning and

Scheduling; SCM in Electronic Business; Role of Knowledge in SCM; Performance
Measurement and Controls in Agri. Supply Chain Management- Benchmarking: introduction,
concept and forms of Benchmarking.
Suggested Readings:
Altekar RV. 2006. Supply Chain Management: Concepts and Cases. Prentice Hall of India.
Fronczka R, Trent R & Handfield R. 2002. Purchasing and Supply Chain Management.
Thomson Asia. van Weefe AJ. 2000. Purchasing and Supply Chain Management Analysis,
Planning and Practice. Vikas Publ. House.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

EA-305 ENTREPRENEURSHIP 4 0 0 3
FOR AGRICULTURE 1
0
0

Objective: To expose the learner to the fields of entrepreneurship development focus will be to
train the students to develop new projects and encouraging them to start their own ventures.

UNIT- I Entrepreneurship: Definition, concept, characteristics, Classes, Theories of

Entrepreneurship - Significance of entrepreneurship in economic development qualities of
entrepreneur.

Unit – II Entrepreneurial Process and Structure, Barriers to Enterprise, Sources of Innovative

Opportunities, Marketing Research; Business Environment – Micro Environment, Macro
Environment, Venture Feasibility – Technical, Marketing, Financial Feasibility, Starting new
business or buy firms. Entrepreneurship in Agricultural Sector.

Unit – III Business strategy - concept - long term and short term focus; Business organization;
Sources of Finance, Venture capital financing - concept, purpose and schemes, Capital Markets;
Government Policies and Regulations for Agribusiness

UNIT- IV Entrepreneurship development programs and role of various institutions in developing

entrepreneurship, life cycles of new business, environmental factors affecting success of a new
business, reasons for the failure and visible problems for business

Unit – V Business Plan – Sources of Product, Pre-Feasibility Study, Criteria for selection of
product, Ownership & Capital; Growth Strategies in business – Market penetration, Market
expansion, Product Expansion, Diversification, Acquisition; Steps in Product launch.

Suggested Readings:

1. Dandekar, V. M. and Sharma, V. K., 2016, Agri-Business and Entrepreneurship Development.

Manglam Publications, New Delhi.
2. Desai, V., 2006, Entrepreneurship Development, Project formulation, Appraisal & Financing
for Small Industry. Himalaya Publications, New Delhi.
3. Hisrich, R. D. and Peters, M. P., 2002, Entrepreneurship, Tata McGraw Hill.
4. Kaplan, J. M. and Warren, A. C., 2013, Patterns of Entrepreneurship Management, John
Wiley & Sons; 4th revised edition.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

5. Nandan, H., 2007, Fundamentals of Entrepreneurship Management, Prentice Hall

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO BUSINESS
MBA IV SEMESTER

FOOD PROCESSING MANGEMENT 1 4 0 0 3

0
0

Objective: To acquaint the students with different food processing techniques and their
management.

UNIT I Present status of food industry in India; Organization in food industry; Introduction to
operations of food industry; Deteriorative factors and hazards during processing, storage,
handling and distribution.

UNIT II Basic principles of food processing and food preservation by manipulation of

parameters and factors and application of energy, radiations, chemicals and biotechnological
agents; Packaging of foods.

UNIT III Quality Management: TQCM (Total quality control management), control of raw
materials, process and finished products, quality standards: BlS, PFA, HACCP, ISO etc", Food
plant sanitation.

UNIT IV Analysis of costs in food organization; Risk management- Post Harvest process, losses
and management for loss reduction, Management for value addition in food products, Laws and
regulations related to food industry and food production and marketing; Quality management -
quality standards, PFA, lSO, etc.

UNIT V Case studies on project formulation in various types of food industries - milk and dairy
products, cereal milling, oil-seed and pulse milling, sugarcane milling, honey production, baking,
confectionery, oil and fat processing, fruits and vegetable storage and handling, processing of
fruits and vegetables, egg, poultry, fish and meat handling and processing, etc.

Suggested Readings:
Acharya SS & Aggarwal NL. 2004. Agriculturol Marketing in Indio. Oxford & lBH.
Earfy R. 1995. Guide to Quality Monogement Systems for Food lndustries.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Blackie. Jef en P. 1985. lntroduction to Food Processing. Reston Publishing.

Potly VH & Mulky MJ. 1993. Food Processing. Oxford & lBH
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

DISASTER MANAGEMENT 100 4 0 0 3

Objective: To introduce learners to the key concepts and practices of natural disaster
management; to equip them to conduct thorough assessment of hazards, and risks vulnerability;
and capacity building.

UNIT I Natural Disasters- Meaning and nature of natural disasters, their types and effects.
Floods, Drought, Cyclone, Earthquakes, Landslides, Avalanches, Volcanic eruptions, Heat and
cold Waves, Climatic Change: Global warming, Sea Level rise, Ozone Depletion.

UNIT II Man Made Disasters- Nuclear disasters, chemical disasters, biological disasters,
building fire, coal fire, forest fire. Oil fire, air pollution, water pollution, deforestation, Industrial
wastewater pollution, road accidents, rail accidents, air accidents, sea accidents.

UNIT III Disaster Management- Efforts to mitigate natural disasters at national and global
levels. International Strategy for Disaster reduction.

UNIT IV Concept of disaster management, national disaster management framework; financial

arrangements; role of NGOs, Community based organizations, and media.

UNIT V Central, State, District and local Administration; Armed forces in Disaster response;
Disaster response: Police and other organizations.

Suggested Readings

Gupta HK. 2003. Disaster Management. Indian National Science Academy. Orient Blackswan.
Hodgkinson PE and Stewart M. 1991. Coping with Catastrophe: A Handbook of Disaster
Management. Routledge.
Sharma VK. 2001. Disaster Management. National Centre for Disaster Management, India.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

FOOD RETAIL MANAGEMENT 100 4 0 0 3

Objective: To assist students in understanding the structure and working of food marketing
system in India, to examine how the system affects farmers, consumers and middlemen and to
illustrate the response of this dynamic marketing system to technological, socio-cultural, political
and economic forces over time.

UNIT I Introduction to International Food market, India‘s Competitive Position in World Food
Trade, Foreign Investment in Global Food Industry, Retail management and Food Retailing, The
Nature of Change in Retailing, Organized Retailing in India, E-tailing and Understanding food
preference of Indian Consumer, Food consumption and Expenditure pattern, Demographic and
Psychographic factors affecting Food Pattern of Indian Consumer.

UNIT II Value Chain in Food Retailing, Principal trends in food wholesaling and retailing, food
wholesaling, food retailing, the changing nature of food stores, various retailing formats,
competition and pricing in food retailing, market implications of new retail developments, value
chain and value additions across the chain in food retail, food service marketing.

UNIT III 4 Ps in Food Retail Management, Brand Management in Retailing, Merchandise

pricing, Pricing Strategies used in conventional and nonconventional food retailing, Public
distribution system, Promotion mix for food retailing, Management of sales promotion and
Publicity, Advertisement Strategies for food retailers.

UNIT IV Managing Retail Operations, Managing Retailers‘ Finances, Merchandise buying and
handling, Merchandise Pricing, Logistics, procurement of Food products and Handling
Transportation of Food Products.

UNIT V Retail Sales Management, Types of Retail Selling, Salesperson selection, Salesperson
training, Evaluation and Monitoring, Customer Relationship Management, Managing Human
Resources in retailing, Legal and Ethical issues in Retailing.
Suggested Readings
Berman and Evans. 2008. Retail Management: A Strategic Approach. 10th Ed. Prentice Hall of
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

India.
Cox. 2006. Retailing: An Introduction. 5th Ed. Pearson Edu.
Levy M and Weitz BW. 2004. Retailing Management. 5th Ed. McGraw Hill.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

AGRO TECHNOLOGY MANAGEMENT 100 4 0 0 3

Objective: To acquaint the students in latest advances in fertilizer technology management.

UNIT I Fertilizer development – concept, scope, need, resource availability; import and export
avenues for fertilizer; types of fertilizers, grading and chemical composition, role of fertilizers in
agricultural production, production and consumption of fertilizer in India.

UNIT II Raw material needed, technology and use of straight, complex, liquid and suspension
fertilizers. Fertilizer use efficiency.

UNIT III Production efficiency and capacity utilization; quality control and legal aspects -
fertilizer control order; Fertilizer pricing policy.

UNIT IV Field trials and demonstration. Importance of renewal wastes and their recycling;
Scope of biofertilizer; environmental pollution due to fertilizer use.

UNIT V Testing facilities; constraints in fertilizer use and emerging scenario of fertilizer use;
assessment of demand and supply of different fertilizers, fertilizer distribution, fertilizer storage.

Suggested Readings

Brady NC and Weil RR. 2002. The Nature and Properties of Soils. 13th Ed. Pearson Edu.
Fertilizer Control Order (different years). Fertilizer Association of India, New Delhi.

Fertilizer Statistics (different years). Fertilizer Association of India, New Delhi Indian Journal of
Fertilizers (different years).

Fertilizer Association of India, New Delhi. San Chilli V. 1960. Chemistry and Technology of
Fertilizers. American Chemical Soc. Monograph Series. Reinhold Publ. Corp.

Tisdale SL, Nelson WL, Beaton JD and Havlin JL. 2002. Soil Fertility and Fertilizers. 5th Ed.
Prentice Hall
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ORGANIC FOOD TECHNOLOGY 100 4 0 0 3

Objective: to acquaint the students with different food processing techniques and their
management.

UNIT I Present status of food industry in India; Organization in food industry; Introduction to
operations of food industry; Deteriorative factors and hazards during processing, storage,
handling and distribution.

UNIT II Basic principles of food processing and food preservation by manipulation of

parameters and factors and application of energy, radiations, chemicals and biotechnological
agents; Packaging of foods.

UNIT III Quality Management: TQCM (Total quality control management), control of raw
materials, process and finished products, quality standards: BlS, PFA, HACCP, ISO etc", Food
plant sanitation

UNIT IV Analysis of costs in food organization; Risk management; Laws and regulations
related to food industry and food production and marketing; Quality management – quality
standards, PFA, ISO, etc.

UNIT V Case studies on project formulation in various types of food industries –milk and dairy
products, cereal milling, oil-seed and pulse milling, sugarcane milling, honey production, baking,
confectionery, oil and fat processing, fruits and vegetable storage and handling, processing of
fruits and vegetables, egg, poultry, fish and meat handling and processing, etc.

Suggested Readings

Acharya SS & Aggarwal NL. 2004. Agricultural Marketing in India. Oxford & IBH.

Early R. 1995. Guide to Quality Management Systems for Food Industries.

Blackie. Jelen P. 1985. Introduction to Food Processing. Reston Publishing.

Potly VH & Mulky MJ. 1993. Food Processing. Oxford & IB

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

STORE KEEPING AND WAREHOUSING 100 4 0 0 3

MANAGEMENT

UNIT I
Objectives of Procurement System, Principles of Procurement, History of procurement function:
from administrative to strategic, value added role, Procurement Cycle, Procurement Planning,
Purchasing Mix: Six Rights, Selecting the right supplier, Source of information and process,
Supplier appraisal/vendor capability, Bidding process.

UNIT-II
Introduction to Warehousing Concepts -Role of warehouse-types of warehouse- warehouse
location- Need for warehousing- Supply chain trends affecting warehouse –Warehouse
functions- Role of warehouse manager-Warehouse process: e-commerce warehouse- Receiving
and put away- Warehouse process – pick up preparation-Receiving - Pre-receipt - In- handling -
Preparation - offloading - Checking - Cross-docking - Quality control - Put-away - Pick
preparation - Pick area layout – Picking strategies and equipment -order picking methods -
Warehouse processes- Replenishment to dispatch- Value adding services - Indirect activities -
Stock management - Stock or Inventory counting - Perpetual inventory counts - Security -
Returns processing – Dispatch.

UNIT-III
Strorage Management system – Storage Inventory Management – Functions of storage &
Inventory - Classification of Inventory- Methods of Controlling Stock Levels- Always Better
Control (ABC) Inventory system- Warehouse Management Systems (WMS) - choosing a WMS-
the process implementation-cloud computing- Warehouse layout-Data collection-space
calculation-aisle width- finding additional space.

UNIT – IV
Storage and Warehousing Information system -Storage Equipment: storage option - shuttle
technology - very high bay warehouse - warehouse handling equipment - vertical and horizontal
movement - Automated Storage/ Retrieval System (AS/RS)-specialised equipment- Technical
advancements- Resourcing a warehouse- warehouse costs- Types of cost - Return on Investment
(ROI) - Charging for shared-user warehouse service - Logistics charging methods Warehousing
Information System (WIS)- Performance management- outsourcing decisions.

UNIT – V
Material Handling and Warehouse safety Material handling- Product movement- concept- costs-
product load activity—dispatch activityunload activity-control device-impact of the computer
technologyautomatic identification-issues and trends in product transport—Packaging - Pallet -
Stretch wraps - Cartons – Labeling- Health and safety- Risk assessment - Layout and design -
Fire safety- Slips and trips – Manual handling - Working at height - Vehicles - Forklift trucks –
Warehouse equipment legislation. Warehouse safety check list- Warehouse Environment-
Energy production - - Product waste - waste disposal - Hazardous waste- Sustainable warehouse
Management.

Text Books:
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

1. GWYNNE RICHARDS (2014) Warehouse Management: A Complete Guide to Improve

Efficiency and Minimizing Cost in the Modern Warehouse. The Chartered Institute of
Logistics and Transport, Kegan page limited.
2. DAVID E. MULCHY & JOACHIM SIDON (2008) A Supply Chain Logistics Program
for Warehouse Management. Auerbachian Publications
References
1. Bowersox, D.J., Closs, D.J., Cooper, M.B., & Bowersox, J.C. (2013). Supply Chain
Logistics Management. (4 th ed.), McGraw Hill/Irwin.
2. Arnold, J.R., Chapman, S.N. (2012). The Introduction to Materials Management. (7 th
ed.), Prentice-Hall.
3. Coyle, J.J., Jr. Langley, C.J., Novack, R.A, & Gibson, B.J. (2013). Managing Supply
Chains: A Logistics Approach. (9 th ed.), McGrawHill. Edward, F.(2002).
4. World-Class Warehousing and Material Handling. (International ed.), McGraw-Hill.
5. Muller, M. (2011). Essentials of Inventory Management. (2 nd ed.), American
Management Association.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

TRANSPORTATION AND INFRASTRUCTURE 100 4 0 0 3

MANAGEMENT FOR SCM

UNIT I
Basics of Transportation, Transportation Functionality and Principles; Multimodal Transport:
Modal Characteristics; Modal Comparisons; International Air Cargo Transport; Coastal and
Ocean transportation, Characteristics of shipping transport- Types of Ships. Containerization:
Genesis, Concept, Classification, Benefits and Constraints; Inland Container Depot (ICD): Roles
and Functions, CFS, Export Clearance at ICD; CONCOR; ICDs under CONCOR;

UNIT II
Logistics management and Supply Chain management - Definition, Evolution, Importance. The
concepts of logistics and Supply Chain Management, Key Drivers of Supply Chain Management
and Logistics relationships. Drivers of Supply Chain Performance : Framework for structuring
drivers- Facilities- Inventory- Transportation- Information- Sourcing- Pricing - an over view of
Designing distribution network – and overview of Network Design in the Supply Chain - an
overview of Network design in Uncertain Environment.

UNIT III
Packing and Packaging: Meaning, Functions and Essentials of Packing and Packaging, Packing
for Storage- Overseas Shipment- Inland-Transportation- Product content Protection, Packaging
Types: Primary, Secondary and Tertiary- Requirements of Consumer Packaging, Channel
Member Packaging and Transport Packaging - Shrink packaging –Identification codes, bar
codes, and electronic data interchange (EDI)- Universal Product Code- GS1 Standards- package
labels- Symbols used on packages and labels.

UNIT IV
Sourcing and Planning Transportation Networks in Supply Chain: Sourcing decision in supply
chain : Role of sourcing – in-house or outsource – Third and Fourth – Party Logistics providers –
Supplier scoring and assessment – Transportation in Supply Chain : role- modes- performance
characteristics – Logistics - Design options- role of IT- risk – Trade–offs in transportation
design.

UNIT V
Special Aspects of Export logistics: Picking, Packing, Vessel Booking [Less-than Container
Load(LCL) / Full Container Load (FCL)], Customs, Documentation, Shipment, Delivery to
distribution centers, distributors and lastly the retail outlets- Import Logistics: Documents
Collection- Valuing- Bonded Warehousing- Customs Formalities- Clearing ,Distribution to
Units.

References:
1. 1.Bowersox, Closs, Cooper, Supply Chain Logistics Management, McGraw Hill.
2. Burt, Dobbler, Starling, World Class Supply Management, TMH.
3. Donald J Bowersox, David J Closs, Logistical Management, TMH
4. Pierre David, ―International Logistics‖, Biztantra.
6. Sunil Chopra, Peter Meindl, Supply Chain Management ,Pearson Education, India.
5. Liu, J., Supply Chain Management and Transport Logistics, Routledge, 2011.
6. Sinha, A. and Kotzab, H., Supply Chain Management: A Managerial Approach, Tata
McGraw-Hill Education, 2011.
7. Sople, V.V., Supply Chain Management: Text and Cases, Pearson, 2011.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

PURCHASING AND MATERIAL MANAGEMENT 100 4 0 0 3

UNIT I
The purchasing and supply process - Introduction to purchasing and SCM - Strategic supply
management roles and responsibilities - Improving the procure to pay process - Approval,
contract and purchase order preparation - Types of purchases - Purchasing policy and procedures
-Policy overview - Purchasing policies Policy defining- Role and conduct of purchasing, Buyer-
supplier Relationship, operational issues- Purchasing procedures.

UNIT II
Organizing the purchasing function: Purchase function position within the organization structure,
factors affecting purchasing‘s position, reporting of purchasing function, organizing of
purchasing, separating operational and strategic purchasing- advantages and disadvantages of
centralized- decentralized purchasing, hybrid purchasing structure.

UNIT III
Concept of Integrated Materials Management (IMM) – Organising for IMM – Types of
Inventories – Inventory Problems in India. Codification – Computerisation and Information
Systems – Standardisation and Variety Reduction – Value Analysis: ABC, VED, XYZ and other
methods of Selective Analysis.

UNIT-IV:
Q-Based Inventory System – P-Based Inventory System – S-S based Inventory System –
Practical Inventory Models – Inventory Valuation.Purchasing – Source Selection – Vendor
Rating – Purchase Budget – Systems – Tenders – Price Negotiations – Forward Buying –
Purchasing Capital Equipments – Seasonal Goods – Special Items – Deferred Payment Schemes
– Lending Institutions – Global Purchases – Government Buying – EGS & D – Rate Contract –
Insurance – Legal Aspects in Purchasing – Evaluation of Purchase Performance.

UNIT-V:
Stores Layouts – Stores Accounting Procedures and Forms – Stock Verification – Practical
Problems in Management of Dead Stocks – Surplus and Scraps – Evaluation of Stores
Performance – Materials Handing and Transportation Management.

TEXT BOOKS:
1. Parasram, ―In Coterms Exports Coartind and Pricing with Practical Guide to in Co-
Terms, 1st Edition, Jain Book, 6th Edition, 2010.
2. Gopalakrishnan, P & Sundaresan, M: MATERIALS MANAGEMENT – AN
INTEGRATED APPROACH; Prentice Hall of Indian Private Ltd.
3. Gopalakrishnan, P & Sandilya, M.S: INVENTORY MANAGEMENT – TEXT AND
CASES; The Macmillan Company of India Ltd.

REFERENCES:
1. John Wiley, ―Global Operations & Logistics:Text & Cases-Dornier‖, Pearson Education,
2nd Edition 2013.
2. David Simchi-Levi, ―Designing & Managing Supply Chain-Concepts, Strategies‖, Tata-
McGraw- Hill, 8th Edition, 2000.
3. Ammer, D.S, MATERIALS MANAGEMENT; Irwin.
4. Datta, A.K: MATERIALS MANAGEMENT – PROCEDURES, TEXT AND CASES;
Prentice Hall of India Private Ltd.
5. Gokaran, P.R: ESSENTIALS OF MATERIALS MANAGEMENT; Somaiya
Publications.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

6. Menon,P.G: MATERIALS MANAGEMENT AND O.R. IN INDIA; M.M.J. Publication.

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

REVERSE LOGISTICS 100 4 0 0 3

UNIT I
Reverse logistics and forward logistics Commercial logistics and the military Measuring reverse
logistics and improvement Best practices of military reverse logistics Management of complex
systems and reverse logistics. Successful management principles are successful reverse logistics
principles Best practices in retail, apparel, electronics, food, beverage, and sporting goods.

UNIT II
Customer Service Returns RMA and other elements of returns Best practices in customer service
and after sales customer support Reverse logistics concerns of the secondary market- Green
reverse logistics practices Green buildings that support logistics (LEED Certification) Successful
global projects

UNIT III
Explain and describe organizational culture and review how it applies to reserve logistics Review
cultural design to support reverse logistics Reduction of risk in the reverse supply chain Securing
the supply chain

UNIT IV
Understand reverse logistics for manufacturing Understand reverse logistics for food and
beverage operations Understand reverse logistics for warehouse management Understand reverse
logistics inventory management Understand reverse logistics as applied to product life cycle
management.

UNIT V
Carbon Credits Carbon Footprint Logistics and reverse logistics as applied to carbon footprint
What can you do to reduce your carbon footprint - Complexity theory Continuous improvement
Lean principles New technologies for reverse logistics Communities and teams Future of revere
logistics and supply chain management

Text books:
1. Joseph Sarkis, Yijie Dou. Green Supply Chain Management: A Concise Introduction,
Routledge, 2017.
2. Charisios Achillas, Dionysis D. Bochtis, Dimitrios Aidonis, Dimitris Folinas. Green
Supply Chain Management, Routledge, 2018.
3. Janat Shah, Supply Chain Management: Text and Cases, 2nd Edition 2017.
4. John Manners-Bell, Logistics and Supply Chains in Emerging Markets, Kogan Page,
2017.

REFERENCE BOOKS:
1. Coyle, John Joseph. (2017). Supply chain management: a logistics perspective. 10th ed.
Australia: Cengage Learning. HD 38.5 C69 2017
3. Abbey, J. D., & Guide Jr, V. D. R. (2017). Closed-loop supply chains: a strategic
overview Sustainable Supply
4. Hsiao-Fan Wang, Surendra M. Gupta. Green Supply Chain Management: Product Life
Cycle Approach, McGraw Hill publishing, 2011
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SUPPLY CHAIN RISK MANAGEMENT 100 4 0 0 3

UNIT I
Basics of Risk Management: Risk and Management-Growth of risk Management-definingRisk-
-Features of Risk. Decisions and Risk- Decisions with Certainity-Uncertainity-risk- ignorance-
Managing risk.

UNIT II
Risks in Supply Chain: Risks arising out of Trends affecting Supply Chain-Integration-Cost
Reduction-Agile Logistics-E Business- Globalization,Outsourcing-Supply chain risk
management-Aims steps and Principles. Trends in Supply Chain Management. Integration of
supply Chains, Cost Reduction, Agile logistics, E – Business, Globalization, Outsourcing,
Changing practices in Logistics. Approaches to Risk Management.

UNIT III
Identifying and Analysing Risks:Types of Risks-Identifying Risks-Tools for analyzing past
events-Collecting opinions—analyzing operations—Measuring Risk—Likelihood of a risky
event-Consequences of risk—Responding to Risks—Alternative Responses—Defining the
options and choosing the best response—Network view of risk—Shared risks.

UNIT IV
Creating Resilient Supply Chains:Designing of a Resilient Supply Chain—Principles of
designing resilient Supply Chain—Physical features of a resilient supply chain—Relationship
within a resilient supply chain—Risk compensation and Business Continuity. Risk and
Management - Risk in the Supply Chain, Features of Risk, Decisions &Risk, Structure of
Decisions, Decisions with uncertainty, Risk, ignorance, Managing Risk Structure of a Supply
Chain, Increasing Risk.

UNIT V
Identifying Risks – Types of Risks, Tools for analyzing past events, Operations, Problems with
Risk Identification, Measuring Risk, Consequences of Risk, Responding to Risk – Alternative
responses, Defining Options, Choosing the best response, Implementation & Activation, A
Network view of Risk – Shared Risks, Achieving an Integrated approach, Analyzing &
responding to risks. Business Continuity Management: Emergencies and Crisis—Views of BCM
and steps in BCM

Text Books:
1. Supply Chain Risk Management by Donald Walters,Kogan Page First Edition
2. 2.The New Supply Chain Challenge Risk Management in a Global Economy by Bosman
R,FM Global,Johnson RI 2006
3. Gregory L. Schlegel , Robert J. Trent Supply Chain Risk Management: An Emerging
Discipline (Resource Management) Hardcover – Import, 3 Nov 2014.
4. Donald Waters – Supply Chain Risk Management, Published by the Chartered Institute
of Logistics & Transport, U.K
5. Jeremy F.Shapiro, Modelling the Supply Chain, Duxbury.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ENTERPRISE RESOURCE PLANNING 100 4 0 0 3

UNIT I
Introduction to Enterprise resource planning (ERP), Evolution of ERP, Reasons for the growth of
ERP, Scenario and Justification of ERP in India, Evaluation of ERP, Various Modules of ERP,
Advantage of ERP - MRP – problems of systems islands – need for system integration and
interface.

UNIT II
An overview of Enterprise: Integrated modules, Business Process Mapping for ERP Module
Design, Organizational Environment and its selection for ERP Implementation. ERP – Packages
– products and market opportunities – problems of ERP selection and implementation –
identifying ERP benefits.

UNIT III
ERP and Related Technologies: ERP and Related Technologies, Business Process Reengineering
(BPR), Management Information System (MIS), Executive Information System (EIS), Decision
support System (DSS), Supply Chain Management (SCM). ERP process – implementation –
managing changes in IT organisations – preparing IT infrastructure – measuring benefits of ERP.
Modules of ERP.

UNIT IV
ERP Modules: ERP Modules, Introduction, Finance, Plant Maintenance, Quality Management,
Materials Management, ERP Market. A Comparative Assessment and Selection of ERP
Packages and Modules.

UNIT V
ERP implementation lifecycle, issues in implementing ERP packages, pre-evaluation screening,
package evaluation, project planning phase, gap analysis, reengineering, configuration,
implementation, team training, testing, going live, end-user training, post implementation
(Maintenance mode).

Text Books:
1. Alexis Leon, ERP demystified, second Edition Tata McGraw-Hill, 2007.
2. Jagan Nathan Vaman, ERP in Practice, Tata McGraw-Hill, 2008.
3. Hammer, Michael – Reengineering the corporation.
4. E-commerce strategy, technologies and applications by David Whitley.

Reference books:
1. Alexis Leon, Enterprise Resource Planning, second edition, Tata McGraw-Hill, 2008.
2. Mahadeo Jaiswal and Ganesh Vanapalli, ERP Macmillan India, 2009.
3. Vinod Kumar Grag and N.K. Venkitakrishnan, ERP- Concepts and Practice, Prentice
Hall of India,2 nd edition, 2006.
4. Summer, ERP, Pearson Education, 2008.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

INTERNATIONAL LOGISTICS MANAGEMENT 100 4 0 0 3

UNIT I
International Trade: Need and Importance – Recent Trends in World Trade – Leading players –
India‘s Foreign Trade – Commodity Composition and Destination - Overview of International
Logistics- Components, Importance, Objectives; Logistic Subsystem;- Integrated Logistics; -
Barrier to Internal Integration – Logistics Documents for International Trade.

UNIT II
Marketing and Logistics Customer Focused Marketing; International Marketing: International
Marketing Channel: Role of Clearing Agent, Various Modes of Transport, Choice and Issues for
Each Mode, Transport Cost Characteristics

UNIT III
Basics of Transportation Transportation Functionality and Principles; Multimodal Transport:
Modal Characteristics; Modal Comparisons; Legal Classifications; International Air Transport;
Air Cargo Tariff Structure; Freight: Definition, Rate; Freight Structure and Practice

UNIT IV
Containerization and Chartering Containerization: Genesis, Concept, Classification, Benefits and
Constraints; Inland Container Depot (ICD): Roles and Functions, CFS, Export Clearance at ICD;
CONCOR; ICDs under CONCOR; Chartering: Kinds of Charter, Charter Party, and Arbitration.

UNIT V
Inventory Management and Packaging Inventory Management: Introduction, Characteristics,
Functionality, Components, Planning; Packaging and Packing: Labels, Functions of Packaging,
Designs, Kinds of Packaging; Packing for Transportation and Marking: Types of Boxes,
Container, Procedure, Cost, Types of Marking, Features of Marking -Dynamic Component for
Continuous Internal Assessment only: Contemporary Developments Related to the Course
during the Semester concerned.

References:
1. International Marketing by SakOnkvisit& John J. Shaw, Publisher: Prentice Hall of India
2. International Marketing by Gupta and Varshing, Publisher: Sultan Chand and Sons
3. Logistic Management and World Sea Borne Trade by MultiahKrishnaveni, Publisher:
Himalaya Publication
4. Logistic and Supply Chain Management by Donald J. Bowerson, Publisher: Prentice Hall
of India
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

LEAN SUPPLY CHAIN MANAGEMENT 100 4 0 0 3

UNIT I:
Lean Manufacturing: Principle And Tools : Evolution of Just-In-Time and Lean Manufacturing
– Principle – Seven wastes – Just-In-Time (JIT) – One-Piece or Continuous Flow – Kanban or
Pull System – Basic tools such as 5S, Kaizen, PokaYoke and Single-Minute Exchange of Dies
(SMED). -- Lean Manufacturing--Fit into Operations Strategy-- Mapping for supply chain
management-- Lean thinking and supply chain management.

UNIT II:
Technique: Value Stream Mapping: Value Stream Mapping (VSM) – Material and Information
Flow – VSM symbols – Identification of Product or Product Family – Current-State Mapping –
Future-State Mapping by key questions – Plan and Implementation.

UNIT III:
SIX SIGMA: Evolution – TQM vs. Six Sigma – What is Six Sigma – Six Sigma methodologies
Such as DMAIC, DFSS – Six Sigma Belts. LEAN SIX SIGMA: The Synergy of Six Sigma and
Lean – Lean Six Sigma – Principle – Lean tools in DMAIC – Implementation of Lean Six
Sigma.

UNIT IV
DMAIC: TOOLS -- Define – Measure – Analyze – Improve – Control – SIPOC model – VOC –
CTQ – Seven Quality or SPC tools such as Pareto Analysis, Cause and Effect Diagram, Control
Charts etc. – Process Capability Analysis such as Cp, Cpk – Design of Experiments (DoE).

UNIT V :
Supply Chain Processes and Strategies: Integrated supply chains design - Customer relationship
process - Order fulfillment process - Supplier relationship process - Supply chain strategies -
Strategic focus - Mass customization - Lean supply chains - Outsourcing and offshoring - Virtual
supply chains

References:
1. Feld, W. M., Lean Manufacturing tools, Techniques and How to Use Them, St. Lucie Press,
Florida, 2000.
2. Michael L. George, et al., The Lean Six Sigma Pocket tool book: A Quick REFERENCES
Guide Nearly 100 tools for Improving Process Quality, Speed, and Complexity,
McGrawHill, 2005
3. Rother, M. and Shook, J., Learning see: Value strean mapping create value and eliminate
muda, The lean enterprises institute Brookline, Massachusetts, USA, 1999.
4. Liker, J., The yota Way: 14 Management Principles from the World's Greatest Manufacturer,
McGraw-Hill Education, 2004.
5. Pyzdek, T. and Keller, P. A., The Six Sigma Handbook, Fourth Edition, McGraw-Hill
Professional, 2014.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

SHIPPING AND MARITIME LAW 100 4 0 0 3

UNIT I
Shipping Features, Types and Terminology- Features, Advantages and Disadvantages of using
sea mode, Classification of ships, Shipping Methods, S wage in Ship, Major Sea-routes around
the world, Important Terminology, Freight, Parties and Perils Associated with Sea Mode- Parties
involved in sea mode of transportation- Ocean Freight- Types of Sea Freight, Calculation of
Freight; Maritime Risks, Marine Insurance.

UNIT II
Nature of Admiralty Law: Admiralty Law in relation to public and private international law –
admiralty law as a part of mercantile law – admiralty law in relation to common law and civil
law –Common law of sea – Sources of maritime law and admiralty law. History of admiralty law
in England, other parts of the world and in India – History of admiralty jurisdiction of High
Courts of India – admiralty courts – immunity of Government ships.

UNIT III
Admiralty and maritime jurisdiction (scope and extent) – Enforcement of maritime claims by
actions in rem and in personam – juridical personality of the ship – maritime liens and priorities.
Jurisdiction in matters of collision – Extra territorial jurisdiction – Changing concept of maritime
frontiers. International waters; Territorial Waters; Contiguous Zone; EEZ; Continental shelf;
High seas; International straits; archipelagoes; Conservation and exploitation of maritime
sources; International fisheries -Sea as a common heritage of mankind – Role of IMO – Piracy
and hot pursuits.

UNIT IV
The ship as property – ownership – registration – flag of convenience – ship construction rules –
acquisition of ships – transfer of ships –negotiation and contract – terms of contract – inspection
by buyer – ship mortgages – ship‘s sale and purchase– ISM and issues of safety.

UNIT V
Safety & security regulations at sea and in port, accidents, collisions, salvage, towage – The laws
of harbours and pilot age – Jurisdiction in maritime ports; Access to maritime ports; Indian law –
The maritime zones Act 1976; civil and criminal jurisdiction over ships; Ship owner‘s liabilities
for damage to ports – Limitation of ship owner‘s liability.

References:
1. Aleka Mandaraka – Sheppard – Modern Maritime Law (Second Edition)(2009)
2. D.C. Jackson, Enforcement of Maritime Claims, London: LLP (2005)
3. Southampton on Shipping Law, Informa (2008)
4. Halsbury‘s Laws of England, 4th Edn, London (1983)
5. Marsden, Collisions at Sea, London (1961)
6. Francis D. Rose, The Modern Law of Pilotage, London 91984)
7. Geoffrey Brice, Maritime Law of Salvage, London (1983)
8. Chorly and Giles, Shipping Law, 6th Edn. London
9. Kochu Thommen, International Legislation on Shipping, U.N. New York (1968).
10. Samareshwar Mahanty, Maritime Jurisdiction and Admiralty Law in India, Universal
Publishing (2009)
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

GREEN SUPPLY CHAIN MANAGEMENT 100 4 0 0 3

UNIT I
Introduction – Traditional Supply Chain and Green Supply Chain – Environmental Concern and
Supply Chain – Closed-loop Supply Chain – Corporate Environmental Management – Green
Supply Chain (GSCM): Definition, Basic Concepts – GSCM Practices

UNIT II
ECO-DESIGN : Design for the Environment (DFE) or Eco-Design – Eco-Design and Supplier
Relationships – Definitions of Eco-Design – Tools of Product Eco-Design – Involving suppliers
in product ecodesign: Drivers, Challenges and Successful factors

UNIT III
Green Purchasing: Green Procurement and Purchasing – Definitions of green purchasing –
Drivers of green purchasing – Green purchasing strategies – Green purchasing performance
measurement –Green Supplier Development and Collaboration.

UNIT IV
Green Manufacturing: Green Manufacturing or Production: Evolution, Definitions – 4Re‘s:
recycling, remanufacturing, reuse and reduction – Closed-loop Manufacturing – ISO 14000
systems – Life Cycle Analysis (LCA) – Lean Manufacturing for Green Manufacturing or
Production.

UNIT V
Green Logistics And Transportation: Green Logistics and Transportation – Definitions of Green
Logistics – Critical drivers of Green Logistics – Green transportation and logistics practices –
Environmental impacts of transportation and logistics – Closing the Loop: Reverse Logistics.

Text books:
1. Joseph Sarkis, Yijie Dou. Green Supply Chain Management: A Concise Introduction,
Routledge, 2017.
2. Charisios Achillas, Dionysis D. Bochtis, Dimitrios Aidonis, Dimitris Folinas. Green
Supply Chain Management, Routledge, 2018.

Reference books:
1. Hsiao-Fan Wang, Surendra M. Gupta. Green Supply Chain Management: Product Life Cycle
Approach, McGraw Hill publishing, 2011
2. Stuart Emmett, Vivek Sood. Green Supply Chains: An Action Manifes by Stuart Emmett,
Wiley publications, 2010
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ESSENTIAL OF BUSINESS ANALYTICS 100 4 0 0 3

COURSE OBJECTIVES This course helps the students to understand and analyze basic
essentials of business analytics business framework. They shall be exposed to fundamental
statistical techniques to solve real life problems and enable them to take better decisions.
Unit I:
Introduction to Business Analytics, Types of data, Integrating Analytics with business, Business
Analytics for Competitive Advantage, Descriptive, Predictive, and Prescriptive Analytics,
Dashboards History; Subdivisions within Statistics; Data collection, Editing, Classification,
Tabulation, Diagrammatic and Graphical representation of data.
Unit II:
Measures of Central tendency and Dispersion: Arithmetic Mean, Geometric Mean, Harmonic
Mean, Median, Mode, Mean Deviation, Quartile Deviation, Standard Deviation, Skewness,
Kurtosis and Moments.
Unit III:
Probability and Probability Distributions: Introduction to Probability, Probability Rules,
Probabilities under Conditions of Statistical Independence, Probabilities under Conditions of
Statistical Dependence, Revising Prior Estimates of Probabilities, Bayes‘ Theorem, Random
Variables, Use of Expected Value in Decision Making, Binomial Distribution, Poisson
Distribution, Normal Distribution.
Unit IV:
Sampling and Estimation: Random Sampling, Introduction to Sampling Distributions,
Relationship Between Sample Size and Standard Error, Point Estimates, Interval Estimates,
Confidence Intervals, Calculating Interval Estimates of the Mean from Large Samples.
Unit V:
Testing of Hypotheses: Hypothesis, Steps in Hypothesis Testing, Measuring the Power of a
Hypothesis Test, Hypothesis Testing of Means and Proportions, Hypothesis Testing for
Differences between Means and Proportions, Analysis of Variance, One way ANOVA and Two
way ANOVA, Non-parametric tests: Chi-Square Test, The Sign Test for Paired Data, The
MannWhitney U Test, Kruskal-Wallis Test, The Kolmogorov-Smirnov test. Unit 6: Correlation,
Regression and Time Series: Correlation, Product moment correlation, Rank correlation, Bi-
variate correlation, Regression, Simple linear Regression, Line of best fit, Time Series, Trend
Analysis, Cyclical Variation, Seasonal Variation, Irregular Variation, Time Series Analysis in
Forecasting.
References:
1. Richard I. Levin & David S.Rubin, Statistics for Management, PHI.1999, New Delhi.
2. Kishor S. Trivedi, Probability and Statistics with Reliability, Queuing and Computer Science
Applications, John Wiley & Sons, Singapore, 2002.
3. John E.Freund & Ronald E. Walpole, Mathematical statistics, PH, New Jersey, 1980.
4. E.L.Lehmann, Testing Statistical Hypotheses, John Wiley & Sons, New York, 1986.
5. S.P. Gupta, Statistical Methods, Sultan Chand &Sons, New Delhi 1998.
6. Sundar Rao P.S.S, Richard J, Introduction to biostatistics – A manual for students in Health
Sciences, PHI Learning Pvt. Ltd. 1996, New Delhi.
7.Susan Miltan , Statistical methods in the Biological and Health Sciences,1999, McGraw-Hill
8.B. Burt Gerstman, Basic Biostatistics: Statistics for Public Health Practice, Jones & Bartlett
Learning, 2008.
9.Wayne W. Danial, John Wiley, Biostatistics: A Foundation for analysis in the Health Sciences
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Text, Social Media& Web Analytics 100 4 0 0 3

UNIT I:
Text Analytics: Text Analytical Approach and Tools to Analyze Data: Analytical Approaches--
History of Analytical Tools-- Introducing Popular Analytical Tools-- Comparing Various
Analytical Tools. Text mining –unstructured text, episode rule discovery for texts, hierarchy of
categories, text clustering.
UNIT II:
Social Media Analytics: Introduction to Semantic Web: Limitations of current Web--
Development of Semantic Web-- Emergence of the Social Web. Social Network analysis:
Development of Social Network Analysis -Key concepts and measures in network analysis.
Electronic sources for network analysis: Electronic discussion networks- Blogs and online
communities - Web-based networks.
UNIT III
Knowledge representation on the Semantic web: Ontology and their role in the Semantic Web:
Ontology-based knowledge Representation – Ontology languages for the Semantic Web:
Resource Description Framework - Web Ontology Language. Modelling and aggregating social
network data: State-of-the-art in network data representation - Ontological representation of
social individuals - Ontological representation of social relationships - Aggregating and
reasoning with social network data. Social-semantic applications: Generic Architecture- Sesame-
Elmo – Graph util, Flink-Open academia. Social network extraction: Survey method-electronic
data extraction- Data collection Optimiztionprediction- Evaluation.
UNIT IV:
Understanding web analytics: The foundations of Web analytics: Techniques and Technologies –
Present and Future of Web analytics.---Data Collection: Importance and Options –Web server
log files: Click stream data – User submitted information – Web server performance data – Page
tags –First and third party tracking - Web Analytics Strategy: Key performance indicators – Web
analytics process – Heuristics evaluations – Site visits – Surveys – Measuring reach – Measuring
acquisition – Measuring conversion – Measuring retention – Security and privacy implications of
Web analytics.
UNIT V:
Web Analytics Tools: Content organization tools – Process measurement tools – Visitor
segmentation tools – Campaign analysis tools – Commerce measurement tools – Google
analytics – Omniture – Web trends – Yahoo! Web analytics. Google Analytics: Key features and
capabilities – Quantitative and qualitative data - Working of Google analytics – Privacy -
Tracking visitor clicks, Outbound links and Non HTML files.
Reference Books:
1. Bernard J. Jansen, ―Understanding User-Web Interactions via Web analytics‖, Morgan and
Claypool, 2009.
2. Avinash Kaushik, ―Web Analytics2.0‖, John Wiley and Sons, 2010.
3. Brian Clifton, ―Advanced web metrics with Google analytics‖, John Wiley and Sons, 2012.
4. Justin Cutroni, ―Google Analytics‖, O‟Reilly, 2015.
5. Jerri L. Ledford, Joe Teixeira and Mary E. Tyler, ―Google Analytics‖, John Wiley and Sons,
2013.
6. Charu C. Aggarwal and ChengXiang Zhai, Mining Text Data. Springer, 2012.
7. Dan Jurafsky and James H Martin,Speech & Language Processing. Pearson Education India,
2000.
8. Guandong Xu, Yanchun Zhang and Lin Li, Web Mining and Social Networking – Techniques
and applications, First Edition, Springer, 2011.
9. Dion Goh and Schubert Foo - Social information Retrieval Systems: Emerging Technologies
and Applications for Searching the Web Effectively, IGI Global Snippet, 2008.
10. Max Chevalier, Christine Julien and Chantal Soulé-Dupuy, Collaborative and Social
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Information Retrieval and Access: Techniques for Improved user Modelling, IGI Global
Snippet, 2009.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

11. John G. Breslin, Alexander Passant and Stefan Decker, -The Social Semantic Web, Springer,
2009.
PREDICTIVE ANALYTICS 100 4 0 0 3

Course Objective: This course will enable students to apply specific statistical and regression
analysis methods applicable to predictive analytics to identify new trends and patterns, uncover
relationships, create forecasts and to develop and use various quantitative and classification
predictive models based on various regression and models.
Unit I
Linear Regression: Coefficient of determination-- Significance test, Residual analysis - Standard
Error - Ratio of variance- Galton Graph – Ratio of Regression – Interpretation of Galton‘s Graph
- Confidence and Prediction intervals.

Unit II
Multiple Linear Regression: Coefficient of determination--Interpretation of regression
coefficients-- Categorical variables— heteroscedasticity - Multi-co linearity outliers-- Auto
regression and Transformation of variables—Regression--Model Building.

Unit III
Logistic And Multinomial Regression: Logistic function-- Estimation of probability using
Logistic regression, Variance-- Wald Test-- Hosmer Lemshow Test-- Classification Table-- Gini
Co-efficient.

Unit IV
Forecasting: Moving average-- Exponential Smoothing-- Casual Models. Time Series Analysis--
Moving Average Models-- ARIMA models-- Multivariate Models.

Unit V
Index numbers: construction of Index numbers – selection of items- selection of base – selection
of average and system of weighting – construction of various types of index numbers. Theory of
probability ad sampling: statistical probability – the Laws of probability – permutations and
combinations.

Reference Books:

1. Anderson, Sweeney and Williams ―Statistics for business and economics‖, Cengage
Learning, 2011.
2. Richard I. Levin. David S. Rubin, ―Statistics for Management‖, Pearson Education, 2012.
3. Richard A. Johnson, Irwin Miller and John Freund, ―Probability and Statistics for
Engineers‖, Pearson Education, 2014.
4. Ronald E. Walpole, Raymond H. Meyers, Sharon L. Meyers, ―Probability and Statistics
for Engineers and Scientists‖, Pearson Education.
5. Asthana B.N., ―Elements of Statistics‖ Chaitanya publishing house, Allahabad.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

BIG DATA ANALYTICS 100 4 0 0 3

COURSE OBJECTIVES : • Understand the Big Data Platform and its Use cases • Provide an
overview of Apache Hadoop • Provide HDFS Concepts and Interfacing with HDFS • Understand
Map Reduce Jobs • Provide hands on Hodoop Eco System • Apply analytics on Structured,
Unstructured Data. • Exposure to Data Analytics with R.

Unit I
Introduction to Big Data: Big Data-definition, Characteristics of Big Data (Volume,
Variety,Velocity, Veracity, Validity), Importance of Big Data , Patterns for Big Data
Development, Data in the Warehouse and Data in Hadoop [Zikopoulos] - Introduction to
Hadoop: Hadoop- definition, Understanding distributed systems and Hadoop,Comparing SQL
databases and Hadoop, Understanding MapReduce, Counting words with Hadoop—running your
first program, History of Hadoop, Starting Hadoop - The building blocks of Hadoop, NameNode,
DataNode, Secondary NameNode, JobTracker and Task Tracker.

Unit II
HDFS: Components of Hadoop -Working with files in HDFS, Anatomy of a
MapReduceprogram, Reading and writing the Hadoop Distributed File system -The Design of
HDFS, HDFS Concepts, The Command-Line Interface, Hadoop Filesystem, The Java Interface,
Data Flow, Parallel Copying with distcp, Hadoop Archives. Hadoop I/O: Compression—
Serialization-- Avro and File-Based Data structures.

Unit III
MapReduce Programming: Writing basic Map Reduce programs - Getting the patent data
set,constructing the basic template of a Map Reduce program, Counting things, Adapting for
Hadoop‘s API changes, Streaming in Hadoop. MapReduce Advanced Programming: Advanced
MapReduce - Chaining Map Reduce jobs,joining data from different sources.

Unit IV
Hadoop Eco System --User Defined Functions-- Data Processing operators. Hive : Hive Shell--
Hive Services-- Hive Metastore-- Comparison with Traditional Databases—HiveQL-- Tables,
Querying Data and User Defined Functions. Hbase : HBasics—Concepts—Clients—Example--
Hbase Versus RDBMS. Big SQL : Introduction

Unit V
Graph Representation in MapReduce: Modeling data and solving problems with
graphs,Shortest Path Algorithm, Friends-of-Friends Algorithm, PageRank Algorithm,
BloomFilters. Data Analytics with R Machine Learning : Introduction, Supervised Learning,
Unsupervised Learning, Collaborative Filtering. Big Data Analytics with BigR.

References
13. Tom White ― Hadoop: The Definitive Guide‖ Third Edit on, O‘reily Media, 2012.
14. Seema Acharya, Subhasini Chellappan, "Big Data Analytics" Wiley 2015.
15. Michael Berthold, David J. Hand, "Intelligent Data Analysis‖, Springer, 2007.
16. Jay Liebowitz, ―Big Data and Business Analytics‖ Auerbach Publications, CRC press
(2013)
17. Tom Plunkett, Mark Hornick, ―Using R to Unlock the Value of Big Data: Big Data
Analytics with Oracle R Enterprise and Oracle R Connector for Hadoop‖, McGraw-
Hill/Osborne Media (2013), Oracle press.
18. Anand Rajaraman and Jef rey David Ulman, ―Mining of Massive Datasets‖, Cambridge
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

University Press, 2012.

19. Bill Franks, ―Taming the Big Data Tidal Wave: Finding Opportunities in Huge Data
Streams with Advanced Analytics‖, John Wiley & sons, 2012.
20. Glen J. Myat, ―Making Sense of Data‖, John Wiley & Sons, 2007
21. Pete Warden, ―Big Data Glossary‖, O‘Reily, 2011.
22. Michael Mineli, Michele Chambers, Ambiga Dhiraj, "Big Data, Big Analytics:
Emerging Business Intelligence and Analytic Trends for Today's Businesses", Wiley
Publications, 2013.
23. ArvindSathi, ―BigDataAnalytics: Disruptive Technologies for Changing the Game‖, MC
Press, 2012
24. Paul Zikopoulos ,Dirk DeRoos , Krishnan Parasuraman , Thomas Deutsch , James Giles ,
David Corigan , "Harness the Power of Big Data The IBM Big Data Platform ", Tata
McGraw Hill Publications, 2012.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

MARKETING ANALYTICS 100 4 0 0 3

Course Objective:
This course aims to provide knowledge on elements of market analysis and to use marketing
analytics to predict outcomes and systematically allocate resources.

Unit I:
Introduction: Marketing Analytics, Models and metrics- Market Insight – Market data sources,
sizing, PESTLE trend analysis, and Porter five forces analysis – Market segment identification
and positioning.

Unit II:
Competitive Analysis And Business Strategy: Competitor identification, Intelligence gathering,
analysis and strategy- Analytics based strategy selection, with strategic models and metrics,
Forecasting, balanced scorecard, and critical success factors.

Unit III:
Product, Service and Price Analytics: Conjoint analysis model, decision tree model, portfolio
resource allocation, Pricing techniques, pricing assessment, pricing for business markets, price
discrimination.

Unit IV:
Distribution And Promotion Analytics: Retail location selection, distribution channel evaluation,
and multi-channel distribution, Promotion budget estimation and allocation, promotion metrics
for traditional media and social media.

Unit V:
Market basket Analysis, Text Analytics, Spreadsheet Modelling - Sales Analytics: E Commerce
sales mode, sales metrics, profitability metrics and support metrics.

Reference Books

1. Stephan Sorger, ―Marketing Analytics – Strategic Models and Metrics‖, Admiral Press,
2013.
2. Mark Jeffery, ―Data Driven Marketing: The 15 Metrics Everyone in Marketing should
know‖, Wiley, 2013.
3. Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein ―Marketing Metrics:
The Definitive Guide to Measuring Marketing Performance‖, Pearson FT press, 2012.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

FINANCIAL ANALYTICS 100 4 0 0 3

UNIT -I
Financial analytics: Concept and Practices- Data science - What is R and its application -
Language features: functions-- Assignment-- Aruguments and types. Financial Statistics:
Concept and mathematical expectation - Probability - Mean; SD and Variance - Skewness and
Kurtosis - Covariance and correlation - Capital Asset Pricing model.

UNIT –II
Financial Securities : Bond and Stock investments - Housing and Euro crisis - Securities
Datasets and Visualization - Plotting multiple series. Time Series and Sharpe ratio: Examining
and Stationary - Auto Regressive and integrated moving average Processes-- Time periods and
Annualizing - Ranking investment candidates - Sharpe Ratio for Income Statement growth.

UNIT –III
Markowitz means - variance optimization - Optimal Portfolio of two risky assets - Data mining
with Portfolio optimization- Cluster Analysis - K -means Clustering and Algorithm -
Covariance and Precision matrices - Usage of Regression.

UNIT -IV
Ganging the market Sentiment: Mark ov Regime Switching model - Bayesian reasoning - Beta
distribution. Stimulating Trading Strategies: Foreign exchange markets - Chart analytics -
Initialization and finalization - Bayesian Reasoning within Positions. Black - Scholes model
and option - Implied volatility: Black - Scholes model: Concept and applications - Derivation -
Algorithm for - Implied volatility.

UNIT -V
Prediction using fundamentals and binomial model for options: Best income statement Portfolio
- obtaining Price Statistics - combining the income statement with Price statistics - Prediction
using classification trees and Recursive Partitioning. Applying Computational finance - risk
Neutral Pricing and No Arbitrage - High Risk - Free Rate Environment

Reference Books
Financial Analytics with R _ Mark J. Bennets, Cambridge University Press.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

HR ANALYTICS 100 4 0 0 3

Unit I
HR Analytics in Perspective: Role of Analytics, Defining HR Analytics, HR Analytics: The
Third Wave for HR value creation, HR Measurement journey in tune with HR maturity journey
Understanding the organizational system (Lean) , Locating the HR challenge in the system ,
Valuing HR Analytics in the organizational system, Typical problems. Case Studies

Unit II
HRA Frameworks: Current approaches to measuring HR and reporting value from HR
contributions, Strategic HR Metrics versus Benchmarking, HR Scorecards & Workforce
Scorecards and how they are different from HR Analytics, HR Maturity Framework: From level
1 to level 5, HR Analytics Frameworks: (a) LAMP framework; (b) HCM:21 Framework and (c)
Talentship Framework, 5 overarching components of an effective Analytics framework.

Unit III
Basics of HR Analytics: Basics of HR Analytics, what is Analytics, Evolution, Analytical
capabilities, Analytic value chain, Analytical Model, Typical application of HR analytics.
Insight into Data Driven HRA: Typical data sources, Typical questions faced (survey), Typical
data issues, Connecting HR Analytics to business benefit (case studies), Techniques for
establishing questions, Building support and interest, Obtaining data, Cleaning data (exercise),
Supplementing data.

Unit IV
HR Matrics: Defining metrics, Demographics, data sources and requirements, Types of data,
tying data sets together, Difficulties in obtaining data, ethics of measurement and evaluation.
Human capital analytics continuum. HR Dashboards:Statistical software used for HR
analytics: MS-Excel, IBM- SPSS, IBMAMOS, SAS, and R programming and data visualisation
tools such as Tableau, Ploty, Click view and Fusion Charts.

Unit V
HR Scorecard: Assessing HR Program, engagement and Turnover, Finding money in Analytics,
Linking HR Data to operational performance, HR Data and stock performance. Creating HR
Scorecard, develop an HR measurement system, guidelines for implementing a HR Scorecard.

References
1. Moore, McCabe, Duckworth, and Alwan. The Practice of Business Statistics: Using Data for
Decisions, Second Edition, New York: W.H.Freeman, 2008.
2. Predictive analytics for Human Resources, Jac Fitz- enz, John R. Mattox, II, Wiley, 2014.
3. Human Capital Analytics: Gene Pease Boyce Byerly, Jac Fitz-enz, Wiley,2013.
4. The HR Scorecard: Linking People, Strategy, and Performance, by Brian E. Becker, Mark
A. Huselid, Mark A Huselid, David Ulrich, 2001.
5. HR Analytics: The What, Why and How, by Tracey Smith
6. The New HR Analytics: Predicting the Economic Value of Your Company's Human By Jac
FITZ-ENZ, 2010.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

ECONOMETRICS AND BUSINESS FORECASTING 100 4 0 0 3

Unit I
Introduction: Broad classification of economic relations-- stochastic and non-stochastic relations-
- econometrics versus mathematical economics-- econometrics versus statistics-- concepts of
econometric and mathematical models and their essential ingredients-- functions of
econometrics-- essential steps of an empirical study.

Unit II
The simple linear regression model: ordinary least squares (OLS) estimators and their properties-
- goodness of fit and tests of hypotheses-- effect of changing scale and units of measurement of
variables. - testing of hypotheses-- testing individual coefficients-- testing several coefficients
jointly-- testing linear combination of coefficients-- computing R2 -- R2 and F-statistic when
there is no intercept term-- effect of omitting intercept term-- effect of inclusion of irrelevant and
exclusion of relevant variable in the model.

Unit III
Stationary time series models: stochastic difference equation models-- ARMA models—
stationarity-- the autocorrelation function-- the partial autocorrelation function-- sample
autocorrelations of stationary series-- Box-Jenkins model selection-- and seasonality.-- Modeling
Economic Time Series: Trends and Volatility-- ARCH process-- GARCH model-- ARCH-M
model-- Testing for Trends and Unit Roots: Unit root processes, Dicky-Fuller tests, Augmented
Dicky-Fuller test, Phillips Perron test. Introduction to VAR model-- estimation and
identification-- the Impulse response function-- structural VAR-- Co-integration and Error
Correction Models-- Testing for co-integration-- The Engle Granger methodology-- Johansen
methodology-- ARDL bounds-testing approach.

Unit IV
First Generation Forecasting Model – The Deterministic Trend/Deterministic Seasonal (DTDS)
Model A. The Simple Trend Model – A Deterministic Trend -- Trend Model with Seasonal
Dummies -- DTDS plus Autocorrelated Errors -- Tests for Trend and Seasonality – F-tests .
Some Important Concepts Leading up to Box-Jenkins Modeling -- Mean, Variance, and
Autocorrelation in Time Series --- Definition of Covariance Stationarity -- Example of a
Stationary Time Series: the AR(1) model
i. AR(1) Time Series Model 𝑦𝑦𝑡𝑡 = ∅0 + ∅1𝑦𝑦𝑡𝑡−1 + 𝑎𝑎𝑡𝑡 when |∅1| < 1
ii. Mean, Variance, Autocovariance, and Autocorrelation
iii. The Special Case of ∅1 = 1. The Random Walk model.
iv. The Random Walk Model in not Stationary
v. Differing Prediction Profiles for the two cases: |∅1| < 1 versus ∅1 = 1
vi. Do Stock Prices follow a Random Walk?

Unit V
Box Jenkins Models for Stationary-- Non-Seasonal Time Series -- Some Simple Box-Jenkins
Models and Their Properties i. ARMA(0,0) ii. MA(1) iii. AR(1) iv. ARMA(1,1) v. General
Notation vi. Concepts of Stationarity and Invertibility-- Identification Tools -- Autocorrelation
Function (ACF) --Partial Autocorrelation Function (PACF) -- Pattern Table -- Sample
Counterparts -- Information Criteria -- P/Q Box -- Box-Jenkins Models – Forecasting for
Stationary, Non-Seasonal Time Series-- Box-Jenkins Models for Non-Seasonal, Stochastically-
Trending Time Series - The Transfer Function Model --- The Equal-Lag Length Vector
Autoregressive Model -- System-Wide Goodness of Fit Measures to Help Choose the Lag-
Length E. Using Out-of-Sample Forecasting Experiments to Detect Useful ―Extra‖ Variables for
use in Forecasting a Variable of Interest -- Diebold-Mariano Test for Significant Differences in
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Forecasting Accuracies-- Combination Forecasting --Some Basic Theorems on Diversification of

Forecasts -- Nelson Combination Method -- Granger-Ramanathan Combination Method --
Combinations with Time-Varying Weights --- Application to Economic Time Series

References
1. Berndt, E.R. (1991) ―The Practice of Econometrics‖, Reading, Mass: AddisonWesley,
2. Gujrati, Damodar, N. (1995), Basic Econometrics, Mc Graw Hill, New Delhi.
3. Intriligator, M., R.G. Bodkin, and C. Hsiaq. (1996), Econometric Models, Techniques and
Applications. Prentice Hall,
4. Johnson, J. (1984), Econometric Methods. New York: Mc Graw-Hill.
5. Kmenta, J. (1986), Elements of Econometrics. New York: Macmillan,
6. Krishna, K.L. ((1997) (Ed), Econometric Application in India Oxford University Press, New
Delhi.
7. Lott, W., and S.C. Ray. (1992), Applied Econometrics: Problems and Data Sets. Fort Worth,
Tex: The Dryden Press.
8. Maddala, G.S. (1977), Econometrics. Mc Graw-Hill, Inc.
9. J. Holton Wilson and Barry Keating(2009). Business Forecasting, Sixth Edition McGraw-
Hill/Irwin
10. Ramanathan, Ramu. (2002), Introductory Econometrics with Applications. South Western:
Thomson.
11. Walter Enders, (2010), Applied Econometrics Time Series‖, Wiley India Pvt. Ltd.
12. Kerry Patterson, (2008), An Introduction to Applied Econometrics: A Time Series
Approach‖, Palgrave, MacMillan.
13. Davidson, R. and J.MacKinnon (2004): Econometric theory and methods, Oxford, Oxford
University Press.
14. Hsiao, C. (1986): Analysis of panel data, Cambridge, Cambridge University Press.
15. Baltagi , B.H (2005): Econometrics Analysis of panel data, Wiley and Sons Ltd Wooldridge,
16. J.M. (2002): Econometric analysis of cross-section and panel data, Cambridge, Mass. MIT
Press
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

DATA WAREHOUSING AND OLAP 100 4 0 0 3

Course Objective: This course equips a student with Data Warehousing knowledge,OLAP
Architectures which helps in applying whenever required.
Unit I
Data Warehouse Fundamentals: Introduction to Data Warehouse,--OLTP Systems--
Differences between OLTP Systems and Data Warehouse-- Characteristics of Data
Warehouse-- Functionality of Data Warehouse-- Advantages and Applications of Data
Warehouse; Advantages-- Applications: Top- Down and Bottom-Up Development
Methodology--Tools for Data warehouse development-- Data Warehouse Types:

Unit II
Planning and Requirements: Introduction-- Planning Data Warehouse and Key Issues--
Planning and Project Management in constructing Datawarehouse-- Data Warehouse
Project-- Data Warehouse development Life Cycle, Kimball Lifecycle Diagram--
Requirements Gathering Approaches-- Team organization—Roles-- and Responsibilities:

Unit III
Data Warehouse Architecture: Introductions-- Components of Data warehouse
Architecture-- Technical Architectures; Data warehouse architectures 1, 2, and 3 - Tool
selection-- Federated Data Warehouse Architecture. Dimensional Modeling: Introduction: E-
R Modeling-- Dimensional Modeling-- E-R Modeling VS Dimensional Modeling-- Data
Warehouse Schemas-- Star Schema-- Inside Dimensional Table-- Inside Fact Table, Fact
Less Fact Table—Granularity-- Star Schema Keys-- Snowflake Schema-- Fact
Constellation Schema.

Unit IV
Extract, Transform and Load: Introduction: ETL Overview or Introduction to ETL-- ETL
requirements and steps-- Data Extraction-- Extraction Methods-- Logical Extraction Methods-
- Physical Extraction Methods-- Data Transformation-- Basic Tasks in Transformation--Major
Data Transformation Types-- Data loading-- Data Loading Techniques-- ETL Tools: Data
Warehouse & OLAP: Introduction: concept and Characteristics of OLAP-- Steps in the
OLAP Creation Process-- Advantageous of OLAP—Concept of Multidimensional Data-- OLAP
Architectures—MOLAP—ROLAP— HOLAP-- Data Warehouse and OLAP-- Hypercube &
Multicubes

Unit V
Meta data Management in Data Warehouse-- Introductions to Metadata-- Categorizing
Meta data-- Meta data management in practice-- Meta data requirements gathering-- Meta
data classification-- Meta data collection strategies-- Meta Data Management in Oracle and SAS-
- Tools for Meta data management.

References
1. Data Warehousing Data Mining and OLAP by Alex Berson,Stephen J.Smith Tata Mc
Graw Hill
2. Data Mining: Concepts and Techniques, Third Edition by Han, Kamber & Pei.
3. Data Mining and Analysis Fundamental Concepts and Algorithms by Zaki & Meira.
4. Data Mining for Business Intelligence by Galit Shmueli,Nitin R.Patel,PeterC.Bruce
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

DATA MINING AND MACHINE LEARNING 100 4 0 0 3

UNIT- I:
Introduction to Data Mining: Introduction-- Scope of Data Mining-- What is Data Mining--
How does Data Mining Works-- Predictive Modeling-- Data Mining and Data arehousing--
Architecture for Data Mining: Profitable Applications-- Data Mining Tools:

UNIT- II:
Data Mining Techniques An Overview: Introduction-- Data Mining-- Data Mining Versus
Database Management System-- Data Mining Techniques- Association rules—
Classification—Regression—Clustering-- Neural networks.

UNIT- III:
The ingredients of machine learning, Tasks: the problems that can be solved with machine
learning, Models: the output of machine learning, Features, the workhorses of machine learning.
Binary classification and related tasks: Classification, Scoring and ranking, Class probability
estimation Beyond binary classification: Handling more than two classes, Regression,
Unsupervised and descriptive learning. Concept learning: The hypothesis space, Paths through
the hypothesis space, Beyond conjunctive concepts

UNIT- IV:
Tree models: Decision trees, Ranking and probability estimation trees, Tree learning as variance
reduction. Rule models: Learning ordered rule lists, Learning unordered rule sets, Descriptive
rule learning, First-order rule learning Linear models: The least-squares method, The
perceptron: a heuristic learning algorithm for linear classifiers, Support vector machines,
obtaining probabilities from linear classifiers, Going beyond linearity with kernel methods.

UNIT- V:
Features: Kinds of feature, Feature transformations, Feature construction and selection. Model
ensembles: Bagging and random forests, Boosting- Dimensionality Reduction: Principal
Component Analysis (PCA), Implementation and demonstration. Artificial Neural Networks:
Introduction, Neural network representation, appropriate problems for neural network learning,
Multilayer networks and the back propagation algorithm.

TEXT BOOKS:
1) Machine Learning: The art and science of algorithms that make sense of data, Peter
Flach, Cambridge.
2) Machine Learning, Tom M. Mitchell, MGH.
REFERENCE BOOKS:
1) Understanding Machine Learning: From Theory to Algorithms, Shai Shalev-Shwartz,
Shai Ben-David, Cambridge.

Machine Learning in Action, Peter Harington, 2012, Cengag

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

ENTREPRENEURSHIP AND SMALL ENTERPRISE MANAGEMENT

III SEMESTER

INDIAN MODELS IN ENTREPRENEURSHIP 100 4 0 0 3

UNIT-I : Introduction : Concept and Characteristics of Entrepreneurship. Theories of

Entrepreneurship. Process of Entrepreneurship. Entrepreneurship Environment. Barriers
to Entrepreneurship. Entrepreneurship and Innovation-Innovation and Creativity-
Innovation in Current Environment – Types of Innovation- Entrepreneurship and
Economic Development. Corporate Entrepreneurship – Concept and Types.

UNIT-II : Entrepreneur : Concept, Characteristics Types, Roles and Functions of

Entrepreneurs. Qualities of a Successful Entrepreneur, Ethical and Social Responsibilities of
Entrepreneurs. Entrepreneur Vs. Manager. Entrepreneur Vs. Entrepreneurship. Entrepreneurial
Mobility. Entrepreneurial Culture. Entrepreneurial Motivation.

UNIT-III : Entrepreneurship Development Programmes (EDP) : Need for and Significance

of EDP. Objectives of EDP. Phases of EDP. Course Contents of and Curriculum for
EDP. EDP at International Levels. EDP Programmes in India. Small and Medium
Enterprises – Government Policies for Micro, Small and Medium Enterprises (MSMEs),
Institutional Support System for MSMEs in India. Role of DICs, SFCs, SIDBI, EDI etc.
Women Entrepreneurship-Rural Entrepreneurship.

UNIT-IV : New Venture Promotion : Identification of Business Opportunities- Choice of

Appropriate Form of Business Organization. Step by step approach for starting a new venture-
Determining the Size of Operation. Plant Location Decision- Choice of Technology- Sources of
Raising Capital.

UNIT-V : Project Management : Concept, Characteristics, Components and Significance of

Project Management-Role of Project Managers - Stages of Project Management- Components of
Project Management. Project Life Cycle. Project Identification and Selection. Project
Formulation and Appraisal.

References:
1. David H. Holt : Entrepreneurship – New Venture Creation (Prentice Hall of India, New
Delhi)
2. Marc. J. Dollinger : Entrepreneurship – Strategies & Resources (Pearson Education, New
Delhi)
3. Peter F. Drucker : Innovation and Entrepreneurship (William Heinemann Ltd., Landon)
4. M.B. Shukla : Entrepreneurship and Small Business Management (Kitab Mahal,
Allahabad)
5. S.S. Khanaka : Entrepreneurial Development (S. Chand & Company Ltd., New Delhi)
6. Vasant Desai : Dynamics of Entrepreneurial Development & Management
(Himalaya Publishing House, Bombay)
7. B.K. Singh : Entrepreneurship (Wisdom Books)
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

SOCIAL ENTREPRENEURSHIP 100 4 0 0 3

UNIT I
Need and importance of Third Sector in development. Typologies of third sector - Voluntary,
NGO, NPO, CBO, CSO, Growth of third sector in India – Performance and environment of third
sector. Third sector relationship to state and civil society

UNIT II
Concept, Definition, Importance – Role of a social entrepreneurship –History of Social
Entrepreneurship- Social entrepreneurship Vs business entrepreneurship –Shift to Social
Entrepreneurship- social entrepreneurs and social change –qualities and traits of social
entrepreneurs.

UNIT III
Concept, Definition, Importance of social enterprises – Social Business-Principles and Social
Innovation-similarities and differences between social enterprises and non profits – types of
social enterprises – concept of Triple Bottom Line, Bottom of the Pyramid, Sustainopreneurship
– Corporate Social Responsibility– Boundaries of Social Entrepreneurship. Select case studies of
Indian Social Enterprises.

UNIT IV
Global & National environment to promote social enterprises and social entrepreneurship.
Financial Management of social enterprises – venture capital for social enterprises – Corporate,
Community and government support for social enterprises

UNIT V
Application of marketing principles in welfare and development field – social marketing.
Marketing of Social Services – Case studies related to Social and service marketing in the field
of Health, Education, Environment protection, Energy consumption and Human rights.

REFERENCES
1. Alex Nicholls, (2006), Social Entrepreneurship: New Models of Sustainable Social
Change, New York: Oxford University Press.
2. David Bornstein, (2007). How to Change the World: Social Entrepreneurs and the
Power of New Ideas, New York: Oxford University Press.
3. Fred Setterberg, Kary Schulman (1985), Beyond Profit: Complete Guide to Managing
the Non Profit Organizations, New York: Harper & Row.
4. Gregory Dees, Jed Emerson, Peter Economy (2002), Enterprising Non Profits – A
Toolkit for Social Entrepreneurs, New York: John Wiley and Sons.
5. Peter Drucker (1990), Managing the Non Profits Organizations: Practices and
Principles, New York: HarperCollins.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Business Plan Preparation for Small Business 100 4 0 0 3

OBJECTIVE: To explain relevance of business plans while taking business decisions for small
business.

UNIT - I
Business Plan - Meaning- The why of business plan - Basic parameters - Timing of decision
undertaken Project parameters - the common considerations - Factors of successful business -
capital management- financial control -anticipating change and adaptability.

UNIT – II
Business plan process - sources of information - Internet, government sources and statistics -
offline research resources - library - SBDC'S -Trade and industries associations - sources of
market research - evaluating data- benefits of market study -coverage of market study -
information sources.

UNIT - III
Business plan components - The Executive summary - company description - Industry analysis
and trends - Target market - Competition - strategic position and risk assessment - Marketing
plan and sales strategy - operations - Technology plan -management and organization.

UNIT – IV
Starting the Venture - Generating business idea – Source of new ideas - Methods of generating
ideas - Steps in setting up a small business enterprise,

UNIT V:
Concept of Project Appraisal - Environmental scanning - Competitor and industry analysis -
Feasibility study – Market feasibility, Technical / operational feasibility - Financial Feasibility -
Managerial competence. Functional plans - Marketing plan – Financial plan.

Suggested Readings:
1. Entrepreneurship (6th Edition) – Robert D Hisrich, Tata McGraw Hill
2. Entrepreneurship: A Contemporary Approach – Kuratko, Thomson Learning Books
3. Small Scale Industries and Entrepreneurship (2003) – Vasant Desai, Himalaya Publishing
House
4. Entrepreneurial Development – S.S. Khanka, S. Chand & Co
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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Entrepreneurial Marketing 100 4 0 0 3

OBJECTIVE:
To explain start-ups, early growth stage and more mature companies have used entrepreneurial
marketing as an essential competitive weapon to grow their business.

UNIT – I
Entrepreneurial marketing and Venture Opportunities: Introduction – Definitions - Methods,
Channel of Marketing - Marketing Institutions and Assistance for Entrepreneurs - Customer and
competitor analysis.

UNIT – II
New Tools of Entrepreneurial Marketing: Introduction - Demand-based Pricing - Entrepreneurial
market opportunity analysis - Entrepreneurial marketing strategies - The entrepreneurial
marketing plan – Objectives and importance of entrepreneurial marketing plan.

UNIT - III
Entrepreneurial pricing and distribution – Pricing strategies for distribution companies in India -
Entrepreneurial promotion - Entrepreneurial products and services development

UNIT – IV
Entrepreneurial Tools to establish a Competitive Advantage: Branding, Pricing, Positioning, and
Targeting – Entrepreneurial Advertising – Entrepreneurial sales promotion

UNIT V:
Entrepreneurial social marketing- Meaning – Application - Advantages and limitations –
Experimental Marketing - Sales growth strategies.

Suggested Readings:
1. Entrepreneurship (6th Edition) – Robert D Hisrich, Tata McGraw Hill
2. Entrepreneurship: A Contemporary Approach – Kuratko, Thomson Learning Books
3. Small Scale Industries and Entrepreneurship (2003) – Vasant Desai, Himalaya Publishing
House
4. Entrepreneurial Development – S.S. Khanka, S. Chand & Co
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Planning, Structuring and Financing Small Business 100 4 0 0 3

Objectives:
To enable the students to know the importance of small scale business in a developing economy
like India and motivate the students to start small scale business.

Unit I:
Basics of Small Business Enterprise: – Definition – Features – Role of Small Business in
Economic Development – Reasons for Establishing Small Business – Quality of Small
Businessmen – Advantages and Disadvantages of Small Business – Reasons for Failures of
Small Business – Characteristics of Successful Small Businessmen – Different Stages of Small
business – Steps in Setting up a Small Business – Crisis Management in Business –
Relationships between Small and Large Units – Small Sector in India – A note on Family
Business.

Unit II:
Dynamics of Small Business Concepts and Definitions of Small Scale Industries (SSIs) – Role of
SSIs – Government Policy and Development of SSIs – Growth and Performance – SSI Sector
and Committee Report – Reservation of items for SSI – Problems of SSI – Sickness of SSI:
Causes, Symptoms and Cures – Prospects of SSI in free Economy.

Unit III:
Institutions Supporting Small Business Central, State and Other Institutional Support for SSI –
Technological Upgradation and Institutional facility for SSI – Incentives and Subsidies for SSI.

Unit IV:
Management of Small Business Production Management – Financial Management – Marketing
Management – Strategic Management – Personal Management – and Office Management in
Small Business Enterprises.

Unit V:
Global Opportunities for Small Business Small Enterprises in International Business – Export
Documents and Procedures for Small Enterprises – E-commerce and Small Enterprises –
Exposure and Observation Visit: Poultry, Sericulture, Courier, Cell Phone Sales and Service,
Dairy, Mushroom Cultivation, Ornamental Pottery, Dying Unit, Power loom and Handloom,
Blood Bank, Rice Mill and Food and Fruit Processing Unit – Role of Women SHGs in Micro
Enterprises.

Suggested Readings:
1. Barrow C. The Essence of Small Business, Prentice Hall of India, New Delhi, 1997.
2. Bedapatai Mohanty, Economics of Small Scale Industries, Ashish, New Delhi, 1986
3. Charantimath P.M., Entrepreneurship Development and Small Business Enterprises, Pearson
Education, New Delhi, 2006.
4. Cormon J and Lussier R.N., Small Business Management: A Planning Approach, IRWIN,
London, 1996
5. Datt, Ruddar and Sundharam K.P.M., Indian Economy, S.Chand, New Delhi, 2006.
6. Desai S.S.M., Industrial Economy of India, Himalaya Publishers, New Delhi, 1968.
7. Development Commissioner, Small Scale Industries, Ministry of ID and IT, Government of
India, New Delhi, 1985.
8. Dhanulinga Nadar, Small Scale Industry Interrelationship with Large Scale Industry,
Rainbow, Coimbatore, 1985.
9. Francis Cherunilam, Industrial Economics : Indian Perspectives, Himalaya, Delhi, 1989.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

10. Ganapathy Iyer, E.V., Indian Industrial Development Problems, Ganapathy Trans – West,
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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Madras, 1983.

Marketing for Small Business 100 4 0 0 3

Unit I
Introduction to Marketing for small business – Nature and Characteristics – Distinction between
corporate marketing and marketing for small business – small business Marketing: Concept and
Scope – Nature – Characteristics, Taxonomy – Composition of Small Business Market – small
business Requirements – Consumer Durables and Non-Durables – Problems of Small Business
Marketing – Attractiveness of Market – Factors affecting for Small business Marketing – Value
Addition to Small Business Marketing - Characteristics of Successful Small Businessmen –
Different Stages of Small business – Crisis Management in Business.

Unit II
Small Business Market Environment: Factors in Small Business Market Environment: Social,
Economic, Ethical, Political, Physical, Technological, and Demographic – Occupational Pattern
– Income Generation – Expenditure Pattern – Small Business Market Infrastructure - Dynamics
of Small Business Concepts and Definitions of Small Scale Industries (SSIs) – Role of SSIs –
Government Policy and Development of SSIs – Growth and Performance – SSI Sector and
Committee Report – Reservation of items for SSI.

Unit III
Small Business Marketing Channels Small Business Marketing Channels – Old Set-up – New
Players – New Approaches – Marketing and Distribution Trends, New Dynamics – Marketing
Channels for Food grains: Oil Seeds – Egg – Live Poultry – Social Marketing - Opportunity for
Retail Trading.

Unit IV
Small Business Marketing Promotional Strategies: Small Business Market Segmentation –
Targeting – Selection of Segments – Coverage of Segments – Positioning – Product, Pricing,
Distribution and Promotional Strategies - Global Opportunities for Small Business Small
Enterprises in International Business – Export Documents and Procedures for Small Enterprises
– E-commerce and Small Enterprises.

Unit V Marketing of Small Business Inputs and Outputs: Small Business Inputs: Market
Mechanism of inputs for agriculture and Allied industries - Small Business Outputs: Marketing
of agricultural produces – concepts of marketable and marketed surplus – market mechanism:
unregulated and regulated – Marketing of Small Business industrial products – Mechanism,
opportunities and challenges.

Reference
1. Shukla M.B. Entrepreneurship and Small Business Management, Kitab Mahal, 2003, Agra.
2. Ashis Gupta Indian Entrepreneurial Culture, Wishwa Prakashan Ltd., Surrey, UK.,1994.
3. Colombo Plan Entrepreneurship Development, Staff College Tata McGraw-Hill, New Delhi,
1998 for Technician Education.
4. Malli D.D. Training for Entrepreneurship and Self-Employment. Mittal, New Delhi, 1999
5. Khanka S.S. Entrepreneurial Development, S Chand & Co., New Delhi
6. Bedi R.V. and Bedi N.V., Rural Marketing, Himalaya, Mumbai, 2006
7. Datt, Ruddar and Sundharam K.P.M., Indian Economy, S.Chand, New Delhi, 2006.
8. Krishnamacharyulu C.S.G. and Lalitha Ramakrishnan, Rural Marketing : Texts and Cases,
Pearson Education, New Delhi, 2006.
9. Barrow C. The Essence of Small Business, Prentice Hall of India, New Delhi, 1997.
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

10. Bedapatai Mohanty, Economics of Small Scale Industries, Ashish, New Delhi, 1986
11. Charantimath P.M., Entrepreneurship Development and Small Business Enterprises, Pearson
Education, New Delhi, 2006.
12. Cormon J and Lussier R.N., Small Business Management: A Planning Approach, IRWIN,
London, 1996
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Finance and Accounting for Small Business 100 4 0 0 3

Unit – I
Accounts - Accounting Process - Accounting Concepts & Conventions - Accounting equation -
Basic Accounting Procedure - Single Entry System : an admixture - Double Entry System -
Accounting Elements - Classification of Accounts - Golden Rules - Journal - Classification of
Journal - Ledger : Principal Books of Accounts - Cash Book - Vouchers-The documents to the
transactions - Trial Balance - Depreciation - Preparation of Final Accounts and Balance Sheet -
Techniques of Preparation of Final Accounts -The Balance Sheet

Unit – II
Finance: Understanding Balance Sheet – It‘s Use - Profit and Loss Account (P/L A/c) -
Understanding Financial Statement - Ratio Analysis - Cash Flow Statements - Cash Budget -
Working Capital : Determination & Calculation - Operating Cycle - Computation of Working
Capital - Framework for Regulation of Bank Credit - Long-Term Source of Finance - Retained
Earnings - Equity Capital / Equity Share - Debenture - Preference Shares.

Unit III
Costing: Introduction - Classification Cost - Use of Cost Data - Marginal Costing - Cost-Volume
Profit Relationship - Mathematical Relationship between Cost-Volume Profit - Margin of Safety
-BEP Analysis : Graphical Analysis - Use of Marginal costing in decision making- pricing
decision, make or buy etc.

Unit IV
Taxation: Income Tax - Definitions - Residential Status - How to Compute Total Income - Profit
and Gains of Business or Profession - Deduction Under Chapter VIA - Central Sales Tax Act,
1956 - Preliminary - Formulation of Principles for Determining when a Sale or Purchase of
Goods Taken Place in the Course of Inter-state Trade or Commerce or Outside a State or in the
Course of Import or Export - Inter-State Sales Tax - Goods of Special Importance in Inter-State
Trade or Commerce - Liability in Special Cases - Central Excises Act, 1944 - Preliminary - Levy
and Collection of Duty -Powers and Duties of Officers and Landholders - Transport by Sea -
Adjudication of Confiscations and Penalties - Appeals - Presumption as to Documents -
Supplemental Provisions.

Unit V
Goods and Services Tax (GST): – concept and status – Genesis - GST and Centre-State
Financial Relations - Constitution (One Hundred and First) Amendment Act, 2016 - Goods and
Services Tax Council (GSTC) - Salient Features of GST - Benefits of GST - Goods and Services
Tax Network – GST Registration process of business enterprises – GST HSN – SAC Cods and
tax rates.
References:
1. Dhanesh K Khatri, Financial Accounting, Mc Graw Hill.
2. Asish K. Bhattacharyya, Financial Accounting for Business Managers, 3rd Edition, PHI,
Eastern Economy Edition.
3. Dr. V K Goyal, Financial Accounting, 3rd Edition, EB (Excel Books).
4. S N Maheswari, Suneel K Maheshwari and Sharad K Maheshwari, Financial Accounting,
5th Edition, Vikas Publications.
5. Horngren, Sundem, Stratton, Burgstahler and Schatzberg, Introduction to Management
Accounting, 14th Edition, Pearson Hall.
6. Charities An Exhaustive Treatise for Tax and Other....by S Rajaratnam , M. Natarajan ,
C.P. Thangaraj
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7. Laws of Trade Tax Central Sales Tax and Tax on Ent. .. by O S Vatsa
8. Trade Tax, Central Sales Tax & Tax on Entry of Goo. ... by Arvind Agarwal , Adarsh K
Gupta
9. GST official website: https://www.gst.gov.in
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
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VIZIANAGARAM 535 003 Andhra Pradesh (India)

Technology Appreciation and Intellectual Property Rights 100 4 0 0 3

UNIT I
Introduction , Definitions, Role and importance , Technology developments, implications of
Technology Management, Technology change, TLC, Diffusion and Growth of Technologies -
Technological Transformation alternatives, Technology Policy and Planning, Technology
development-Options & Strategies, Socio-Economic planning, production functions &
Technological Change, Macro effects of Technology change.

UNIT II
Technology Transfer - Models, Modes, Technology search strategy, Dimensions of Technology
Transfer, Features & Routes of Technology Transfer, Technology absorption capabilities,
Pricing of Technology Transfer agreements, Code of conduct for Technology transfer ,
Government initiative, Technology transfer and absorption process at unit level.

Unit III
Technology cycles, innovation streams, Managing through cycles of technological change -
Planned innovation, planned innovation systems, Market driven innovation: Commercialization
of Intellectual Property: Traditional IP and Evolving IP - Assignment – Licensing – Cross
License – Patent Pool – Negotiations – Defensive Publications – Technical Disclosures – Patent
Pooling – Patent Trolling - Brand Management- Brand and Pricing Strategies – Patent Mining –
Patent Landscaping and Patent Mapping

Unit IV
Strategic Management of Intellectual Property: Defensive & Offensive Strategies – Intellectual
Asset Management - Intellectual Property Audit – Identification & Grouping of Intangible
Assets into Bundles - Intangible Asset Management Plan – Value Maximization Strategies –
Value Extraction Strategies – Licensing Process and Management

Unit V
Valuation of Intellectual Property: Need for IP Valuation – Approaches of IP Valuation – Cost
Approach – Income Approach – Market Approach – Methods of IP Valuation – "25% Rule"
Method - Industry Standards Methods - Ranking Method - Surrogate Methods - Disaggregation
Methods - Monte Carlo Method - Real Options Methods - The CAV Method - Market Value
Method -Collateralization of IPA
References:
1. Sunita K. Sreedhararn , An Introduction to Intellectual Asset Management.
2. Patrick H. Sullivan, Profiting from Intellectual Capital: Extracting Value from Innovation 3.
Tulika Rastogi, IP Audit: Your Way to Healthy Organisation
3. Gordon V. Smith and Russell L. Parr, Valuation of Intellectual Property and Intangible
Assets, 3rd Edition
4. Bruce Berman, From Assets to Profits: Competing for IP Value and Return (Intellectual
Property-General, Law, Accounting & Finance, Management, Licensing, Special Topics).
5. Loganathan, E.T. ―IPR‖ (IPRS), TPIPS Agreement and Indian Laws.
6. Dasgupta. S: Technology and Creativity & Creativity, Oxford University Press, New York,
1996.
7. Proctor. T: The Essence of Management Creativity, Prentice - Hall, New Delhi, 1997.
8. Richards. T: Creativity and Problem Solving Network, Gower, Hampshire, 1997.
9. Ceserani. J & Greatwood. P: Innovation & Creativity, Kogan Page, London, 1995.
10. Ziman. J: Technological Innovation as an Evolutionary Process, Cambridge University
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Press, Cambridge, 2000

 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Innovation Technology Management 100 4 0 0 3

Unit – I
Analyzing the Current Business Scenario, Innovation and Creativity - An Introduction,
Innovation in Current Environment, Types of Innovation , School of Innovation. Challenges of
Innovation, Steps of Innovation Management, Idea Management System, Divergent Vs
Convergent Thinking, Levers of Idea Management. Experimentation in Innovation Management,
Idea Championship,Participation for Innovation, Co-creation for Innovation , Proto typing to
Incubation.

Unit – II
Marketing of Innovation, Technology Innovation Process, Technological Innovation
Management Planning, Technological Innovation Management Strategies, Technology
Forecasting.

Unit – III
Introduction to Technology Management:Concept and Meaning of Technology and Technology
Management- Technology; Technology management, Evolution and Growth of Technology,
Role and Significance of Technology Management, Impact of Technology on Society and
Business- Technology and competition; Key issues in managing technological innovation, Forms
of Technology- Process technology; Product technology

Unit –IV
Technology Acquisition: Technology Acquisition, Alternatives for Acquiring New
Technologies, Reasons Compelling a Company for Obtaining a New Technology, Management
of Acquired Technology, Measures of Scale and Mechanisms for Acquiring Technologies-
Economy of scale or Scale economy; Levels of scale; The measurement of scale; Factors
affecting the choice of scale

Unit - V
Technology Forecasting:Concept of Technology Forecasting- Characteristics of technology
forecasting ; Technology forecast method; Principles of technology forecasting, Technology
Forecasting Process, Need and Role of Technology Forecasting, Forecasting Methods and
Techniques, Planning and Forecasting, Technology Strategy and Competitiveness:Technology
Strategy-Technology strategy and management; Elements of an accessible technology strategy,
Innovation Management, Competitive Advantage- Components of competitive advantage;
Creating competitive advantage using value chain, Technology Management Evaluation or
Assessment

References:
1. Industry, Innovation and Infrastructure: Leal Filho, W. (Ed), Azul, A. M. (Ed), Brandli, L.
(Ed), Lange Salvia, A. (Ed), Wall, T. (Ed) (2021)
2. Innovation Management in the Intelligent World: Daim, T. U. (Ed), Meissner, D. (Ed) (2021)
3. Technological Innovation and International Competitiveness for Business Growth: Ferreira, J. J. M.
(Ed), Teixeira, S. J. (Ed), Rammal, H. G. (Ed) (2020)
4. Entrepreneurship, Technology Commercialization, and Innovation Policy in Africa: Daniels,
C. U. (Ed), Dosso, M. S. (Ed), Amadi-Echendu, J. (Ed) (2020)
5. Business innovation with new ICT in the Asia-Pacific: Case studies: Kosaka, M. (Ed), Wu, J. (Ed),
Xing, K. (Ed), Zhang, S. (Ed) (2021)
 JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY - GURAJADA -
VIZIANAGARAM
VIZIANAGARAM 535 003 Andhra Pradesh (India)

Venture Valuation and Accounting 100 4 0 0 3

Unit I
Joint Ventures: Concept and Meaning of Joint Ventures, Features, Need, growth and Types of
Joint Ventures, Structures, process and Legal aspects – Advantages and Problems faced in Joint
Ventures, Prospects of Joint Ventures and Strategic Alliance - Relevant case study of successful
and failed joint ventures.

Unit II
Mergers and Acquisitions: Introduction to mergers, types of mergers, theories of mergers &
acquisitions; Cross-border mergers and acquisitions, issues and challenges in cross border M&A.
Handling cross-culture and taxations issues in cross-brder M&A. Analysis of Post-Merger
Performance. Demerger, types of demerger, reverse merger, buyback of shares, leverage buy-out
strategy, merger strategy - growth, synergy, operating synergy, financial synergy, diversification.
Takeover and its types, takeover strategy, takeover bids, legal framework for mergers and
acquisitions, leverages and buyouts.

Unit III
Deal Valuation and Evaluation: Factors affecting valuation basics, methods of valuation, cash
flow approaches, economic value added (EVA), sensitivity analysis, valuation under takeover
regulation, valuation for slump sale, cost-benefit analysis and swap ratio determination

Unit IV
Post-Merger Evaluation: Financial Evaluation of Mergers & Acquisitions, Impact on
shareholders‗ Wealth; Methods of payment and financing options in mergers & acquisitions,
financing decision, Merger, Acquisition and Competition law 2002, SEBI (Securities &
Exchange Board of India) Takeover Code 2011 and criteria for negotiating friendly takeover.

Unit V
Consignment Accounts: Important terms; Accounting records; Valuation of unsold stock;
Conversion of consignment into branch Joint Venture Accounts: Meaning of joint venture; Joint
venture and partnership; Accounting records Branch Accounts: Partnership Accounts Essential
characteristics of partnership; Partnership Deed; Final Accounts; Adjustment after closing the
accounts; Fixed and fluctuating capital; Goodwill; Joint Life Policy; Change in Profit Sharing
Ratio Reconstitution of a partnership firm- Admission of a partner, Retirement of a partner‘
Death of a partner; Amalgamation of partnership firms; Dissolution of a partnership firm;-
Modes of dissolution of a firm; Accounting entries; Insolvency of Partners;

References
1. Gupta. R.L.and Radhaswamy. M: Financial Accounting; Sultan Chand and Sons, New Delhi.
2. Monga J.R., Ahuja Girish, and Sehgal Ashok: Financial Accounting; Mayur Paper Nokia.
3. Shukla. M.C., Grewal T.S., and Gupta, S.C.: Advanced Accounts: S. Chand & Co. New Delhi.
4. .Weston, Fred; Chung, Kwang S. &Siu, Jon A.: Takeovers, Restructuring and Corporate
Governance, (2nd ed.). Pearson Education
5. Gupta, Manju (2010): Contemporary Issues in Mergers and Acquisitions. Himalaya
Publishing House.
6. Sundarsanam (2006); Creating Value from Mergers and Acquisitions, (1st ed.) Pearson
Education.
7. Ramanujan. S. (1999); Mergers: The New Dimensions for Corporate Restructuring,
McGraw Hill
8. Narayankar, Ravi, (2013): Merger and Acquisitions Corporate Restructuring, Strategy