PONDICHERRY UNIVERSITY CENTRE FOR TOURISM STUDIES

MBA (TOURISM) COURSE STRUCTURE

FIRST SEMESTER CODE MBAT 411 MBAT 412 MBAT 413 MBAT 414 MBAT 415 MBAT 416 MBAT 417 COURSES Management concepts Economics for Tourism Organisational Behaviour Tourism - Principles & Practices Global Tourism Geography Tourism Products Development & Management Comprehensive Viva voce Total SECOND SEMESTER CODE MBAT 421 MBAT 422 MBAT 423 MBAT 424 MBAT 425 MBAT 426 MBAT 427 COURSES Human Resources Management Accounting and Finance for Tourism Computer Applications Eco Tourism Hospitality Management Tourism Research Methods Comprehensive Viva voce Total 1 MARKS CREDITS 100 100 100 100 100 100 50 650 3 3 3 3 3 3 1 19 HARD / SOFT H H S H H S H MARKS CREDITS 100 100 100 100 100 100 50 650 3 3 3 3 3 3 1 19 HARD / SOFT H S H H H H H

MBAT 428

Summer Project Project Report Viva-Voce 150 50

THIRD SEMESTER CODE MBAT 511 MBAT 512 MBAT 513 MBAT 514 MBAT 515 MBAT 516 MBAT 517 COURSES Marketing Management for Tourism Tourism Law International Management Air Fares and Airlines Management Travel Agency & Tour Operations Management Communication Skills and Public Relations Comprehensive Viva voce Total FOURTH SEMESTER CODE MBAT 521 MBAT 522 MBAT 523 MBAT 524 MBAT 525 COURSES Event Management Customer Relationship and Services Management E-commerce and Web Marketing for Tourism Project Work Viva-Voce Comprehensive Viva voce Total MARKS CREDITS 100 100 100 150 50 50 550 3 3 3 6 1 16 HARD / SOFT H H S H H MARKS CREDITS 100 100 100 100 100 100 50 650 3 3 3 3 3 2 1 18 HARD / SOFT H S S H H S H

Hard Core Course Soft Core Course Total

: 58 Credits : 20 Credits --: 78 Credits --2

MBAT 411 - MANAGEMENT CONCEPTS

Credits : 3 Objectives : Providing conceptual understanding of management concepts. Familiarising the students with the contemporary issues in management. Enabling them to apply the concepts in the management of organizations.

Unit - I Nature of Management Tasks of a Professional Manager Social Responsibilities of Business Manager and Environment Systems approach to Management Levels in Management Managerial Skills. Unit - II Planning Steps in Planning Process Scope and Limitations Short Range and Long Range Planning Flexibility in Planning Characteristics of a Sound Plan Management by Objectives (MBO) Policies and Strategies Scope and Formulation Decision Making Techniques and processes. Unit - III Organising Organisation Structure & Design Authority Relationships Delegation of Authority and Decentralisation Interdepartmental Coordination Emerging Trends in Corporate Structure, Strategy and Culture Impact of Technology on Organisational design Mechanistic vs. Adoptive Structures Formal and Informal Organisations. Unit - IV An Overview of Staffing and Directing functions Controlling Prerequisites of Control Systems Control Process Methods, Tools and Techniques of Control Design of Control techniques Choices in Control. Unit - V Comparative Management Styles and Approaches Japanese Management Practices Organisational Creativity and Innovation Management of Innovation Entrepreneurial Management Bench Marking Best Management Practices Across the world Management of Diversities Select cases of Domestic and International Corporations.

REFERENCE BOOKS
1. 2. 3. 4. 5. 6. Management, Koontz & Weirich, McGraw Hill. Management, Richard .M Hodgets, Academic Press. Management, Hampton, McGraw Hill. Management, Stoner & Wankel, Prentice Hall. Practice of Management, Peter F. Drucker, Pab Books. Innovation and Entrepreneurship, Peter F. Drucker, Heinman. 3

7. Important Business Magazines like : Business India, Business World and Fortune International.

MBAT - 412 - ECONOMICS FOR TOURISM

Credits : 3 Objectives : - To impart basic knowledge of the concepts and tools of economic analysis relevant for managerial decision making and - To how economic can be used to manage Leisure and Tourism analysis. Unit-I Introduction- Tourism demand- theoretical background- types of tourism demandindicators of effective demand- determinants of tourism demand life cycle factors- the global view measurement of tourism demand- national and international tourism demand. Unit-II Tourism demand forecasting- methods of forecasting public and private sectors in Tourism- Governments role in tourism- the need for public and private sector cooperation in tourism. Unit-III Cost concepts- Market structure and Competition- Pricing in tourism- determinants of price- Pricing tourism products- Approaches to pricing. Unit-IV Impact of tourism- economic aspects- the multiplier effect- displacement effect and tourism-tourist spending- costs and benefits of tourism to community- environmental aspects. Unit-V Macro economic environment Economic transition in India- A quick reviewLiberalization, Privatization and Globalization. REFERENCE BOOKS 1. The Economics of Leisure and Tourism 2. Managerial Economics 3. Economic Impact of Tourism Development 4. Economic of Tourism Pricing, Impact and Forecasting : Jhon Tribe : Dominik Salvatore : Kunal Chattopadhya : Krishna. K. Kamra

MBAT - 413 ORGANISATIONAL BEHAVIOUR

Credits: 3 Objectives: - To familarise the students with behaviourial dynamics; - To help them to understand the human behaviour at work; and - To make them more effective in handling human resources. Unit-I Introduction to organization behaviour for tourism- Foundations of Individuals behaviour in Organization- Perception- learning- Personality- and individual differences- Values- attitudes and beliefs. Unit-II Formal and informal organization - Group dynamics- Status- Types of power- Power and politics.

Unit-III Communication - Nature and significance - barriers to effective communication- Joe Harry Window - Communication systems - verbal and non Verbal communication. Unit- IV Morale and Motivation Theories of Motivation Organizational change and development Organizational climate and culture. Unit-V Leadership- Leadership styles- Conflict and Collaboration sources and classification conflicts- stress- Organization structure and design Management of change. REFERENCE BOOKS 1. Organizational Behaviour 2. Organization Behaviour 3. Human Behaviour at Work : Stephen P Robins : Fred Luthans : Keith Davis

MBAT - 414 - TOURISM PRINCIPLES AND PRACTICES Credits : 3 Objectives :

Unit- I Concepts, definitions, origin and development. Types of tourism, Forms of tourism: domestic, international, regional, inbound, outbound, Tourism net work and components of tourism, Interdisciplinary approaches to tourism Unit-II Tourism Industry and its structure: attractions, accommodation, transportation, F&B, shopping, entertainment, infrastructure hospitality, Presents trends in domestic and global tourism. Unit-III Assessment of tourism impact on destinations: Economic, socio- cultural and ecological. Concept of carrying capacity, sustainable tourism development. Emerging areas of tourism: rural, eco, medical, pilgrimage, bollywood, golf etc. Unit-IV Tourism organizations: World Tourism Organisation(WTO), pacific Area Travel Association(PATA), World Tourism &Travel Council, (WTTC)Role and function of Ministry of Tourism, Govt. of India, ITDC, Department of Pondicherry Tourism, PT&TC, FHRAI, IHA, IATA. Unit-V Overview of five year plans with special reference to 10th five year plan for tourism development and promotion, National Action Plan- 1992, National Tourism Policy-2002, Destination planning and development. REFERENCE BOOKS 1. Travel Industry : Chunky Gee et-al 2.Tourism Systems : Mill and Morission 3.Sucessful Tourism Management : P. .N Seth 4.Tourism management Vol.4 : P.C Sinha 5.tourism Development : R. Gartner 6.Tourism Planning and Development : J.K Sharma 7.Studies in Tourism : Sagar Singh 8.Tourism Principles and Practices : CooperC.,FletcherJ.,GilbertDand Wanhil.S 9. Tourism Principles and Practices : Mclntosh,R.W 10. Tourism; past, Present and Future : Burkart & Medlik 11. Sustainable Tourism Development : Guide for Local Planners by WTO To realize the potential of tourism industry in India To understand the various elements of Tourism management To familiarize with the Tourism policies in the national and international context.

MBAT - 415 - GLOBAL TOURISM GEOGRAPHY

Credits : 3

Objectives :
Unit-I World geography: Physical geography of North, South and Central America, Europe, Africa, Asia & Australasia . Unit-II World Economic Geography: North, South and Central America, Europe, Africa, Asia & Australasia ,Transport, major Tourism Activities and destinations. Unit-III Aviation Geography, IATA areas, sub areas & sub regions, IATA three letter city code, Airline code, latitude and longitude, International Date Line, Time Zones, calculation of time, GMT variation, concept of elapsed time, flying time and grounding time. Unit-IV Planning and development of different tourism activities in different climatic regions, a case study of China, Switzerland, France, Malaysia, Maldives, Hong Kong, Sri Lanka. Unit- V Travel formalities, familiarization with TIM, passport, VISA, Health certificate, currency certificate, insurance, customs, credit card and travelers cheque, money transfer. REFERENCE BOOKS 1. A Geography of Tourism : Robinson, HA 2. The Geography of Travel and Tourism :Burton, Rosemary 3. Geography of Travel and Tourism : Boniface B. and Cooper C 4.A geography of Tourism : Mc Donals and Evans 5. Encyclopedia of World Geography 6. India : Lonely Planet Publication 7. Travel Information Manual 8. ATLAS 9. Blue and Red OAG To know the popular tourism destinations of the world ; To study the relationship of geography with tourism and travel ; To familiarize with the socio- cultural, economic and climatic conditions of the destinations.

MBAT - 416- TOURISM PRODUCTS DEVELOPMENT & MANAGEMENT

Credits : 3 Objectives : - To understand the nature of different tourism products. - To develop and manage appropriate tourism products. Unit - I India Historical perspective Ancient, Medieval and modern Geography of India Physical and Political features reflectors of Indian culture religious rituals Beliefs and practices Indian Sciences Astrology, Ayurveda, Yoga and Meditation Languages and literature Performing arts Dance and Music forms. Unit - II Cultural Tourism - problems and prospects Fairs and Festivals-Dance Festivals Music Festivals Fruit and Flowers Shows Food Festivals Myths and Legends Cuisines and specialty dishes- Artifacts and Handicrafts Architecture Paintings and Sculpture. Unit - III Archaeological sites Monuments Temples Forts - Palaces and Museums Wildlife sanctuaries- National parks Botanical gardens and Zoological Parks, Biosphere reserve. Unit - IV Forms of tourism- Cultural Religious- Pilgrimage- Leisure- Health- Farm RuralAdventure- Wildlife Coastal Business- Educational, Popular hill stations, Major tourism circuits of India. Unit - V New product research and development in tourism Product development in Hospitality Industry Product development in Food and Beverages Industry.

REFERENCE BOOKS
1. The Wonder that was India 2. A Cultural History of India 3. India 4. India Plan your own holiday 5. Travelers India 6. Museums of India 7. The Art of Ancient India 8. Indian Architecture 9. Facets of India 10. Cultural Heritage of India : A. L Basham : A. L.Basham : Lonely Planet Publication : S. Jaganathan : H.K.Kaul : S. Punja : S. Huntington : Percy Brown : Spectrum Series : Shalin Singh

MBAT - 421 - HUMAN RESOURCES MANAGEMENT

Credits: 3 Objectives - To ensure managerial understanding of the personnel function and - To appreciate the methods and mechanics to bring into tourism the best people in directing their energies towards corporate goals. Unit I Introduction to Human Resources Management: Context and concept of people Management in a systems perspective Organization and functions of the HR and Personal Department HR Structure and Strategy ; Role of Government . Unit II HR PLANNING : Manpower Planning Selection process - Performance and Potential Appraisal; Coaching and Mentoring; HRM issues and practices in the context of Outsourcing as a strategy and MNCs with special reference to Tourism Industry. Unit III Human Resource Development: Training and Development Methods, Design & Evaluation of T & D Programmes; Career Development Promotions and Transfers Personnel Empowerment Retirement and Separation Processes. Unit-IV Financial Compensation, Productivity and Morale: Principal Compensation Issues & Management Job Evaluation Productivity, Employee Morale - Stress Management and Quality of Work Life. Unit V Building relationships and facilitating legislative framework: Trade Unions Managing Conflicts Disciplinary Process Collective Bargaining Workers participation in Management A discussion on concept, Mechanics and Experience.

REFERENCE BOOKS
1. Personnel Management in Indian Organisations (Oxford & IBM Publishing Co.Ltd). : Pramod Verma: 2. Personnel Management and Human Resources (Tata Mc-Graw Hill) : Venkata Ratnam C.S & Srivatsava B.K.: 3. Managerial Effectiveness and Quality and Work Life S. K. Chakravarthy 4. Developing People and Organization, Business Book Pvt. :H.K Shivadasni

MBAT - 422 - ACCOUNTING AND FINANCE FOR TOURISM

Credits : 3 Objectives - To acquaint the students with the fundamental principles of accounting; - To enable the students to analyse and interpret the financial statements by using important tools of management accounting; and - To enable the students to apply accounting techniques and finance strategies in the field of Tourism activities. Unit 1 Financial Accounting Concepts and Conventions Double Entry System Preparation of Journal, Ledger and Trial Balance Preparation of Final Accounts : Trading, Profit and Loss Account and Balance Sheet Users and uses of Accounting information. (Theory and Problems). Unit II Accounts of Non-profit organization: Income and Expenditure account Receipts and payments : Travel Agency Accounting. (Only problems). Unit III Financial Statement analysis and interpretation Meaning Types of Analysis Objectives Importance Tools of Analysis. Marginal Costing and Break-even Analysis Concept Cost Volume Profit Relationship Break-even Analysis Application of Marginal Costing Techniques. (Theory and Problems). Unit IV Cost Accounting Concept Distinction between costing and cost accounting Elements of Cost Preparation of Cost Sheet Types of Costs. (Theory and Problems). Unit V Financial Management Scope Objectives Finance Functions Major financial Decisions Sources of Finance Long term and short Term Advantages and Disadvantages of different sources of funds. (Only Theory).

REFERENCE BOOKS
1. 2. 3. 4. 5. Grewal T.S. : Double Entry Book Keeping (Delhi : Sultan Chand) Gupta R.L. : Advanced Accounting (Delhi : Sultan Chand) Gupta S.P. : Management Accounting Hampton .J : Financial Decision Making (Delhi : Prentice Hall India) Prasanna Chandra : Financial Management

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MBAT - 423 - COMPUTER APPLICATIONS

Credits : 3 Objectives: - To learn basic computer tools for database management in tourism; and - To learn the tourism industry relevant software packages. Unit - I Introduction to computers Fundamental concepts Block Diagram Input devices Output devices Office XP Windows concepts- Microsoft Word XP (MS- Word) Microsoft Excel XP (MS- Excel) Microsoft Front Page XP - Multimedia an Introduction Broad Band Services. Unit - II Database Management Systems Concepts (DBMS) An introduction Tables Data Manipulation Language (DML)- Data Definition Language (DLL) Database administrator (DBA) Over all system structure Entity Relationship. Unit -III Object oriented programming An introduction Object oriented concepts Class Object Inheritance Polymorphism Object oriented languages. Visual Programming Introduction to graphical user interface (GUI) - Principles of Visual programming. Unit - IV Role of computers in travel industry Stages of development Global Distribution System CRS Software in travel industry Usage of software in practical SABRE, PARS, AMADEUS, GALLILEO Operational usage of software Capping and automated ticketing technology with CRS Software and BSP/IND Combination- usage of CRS Software in Hotel and Cruise reservation - Internet advent on tourism industry ETicketing Online Portal for travel Industry - Future Trends in Travel Management Industry. Unit - V MIS for Tourism Introduction Concept Role of Management Information System Impact of the MIS MIS & Computer MIS & the user. Information technology in Tourism: Modern media techniques Networking Internet and tourism industry, Computer technology, Computers in Air cargo, computers in airlines, Computers Reservation System (CRS), Computers in Hotel and Railways. MIS and decision making Decision Support System MIS application in Tourism sector.

REFERENCE BOOKS
1. 2. 3. 4. 5. Data Base Management concepts Hendry Korth. Programming with C++ - Balaguruswamy. Information Technology by Mr. Gary Ink Pen. The Tourist Business by Mr. Lundberg Donald. The Tourist Industry by Norval, A.J. 11

MBAT - 424 ECO-TOURISM

Credits : 3 Objectives: - To understand the relationship of Tourism with Ecology; - To analyze the conflicts and interdependence and evolving and implementing long term
sustainable Tourism management and integrated approach for planning and strategies.

Unit I : Basic Principles of Tourism Ecology Ecology and its relevance for the Tourism Sector 5 basic laws and 20 great ideas in Ecology Basic properties of Ecosystems and their relevance in the context of Tourism Diversity (Habitat, species, community, Ecosystems and cultural) absorbing capacity carrying capacity resilience stability dynamics multi-functionality integrity and sustainability Ecosystem processes goods and services with special reference to Tourism activities An overview of Tourism Environment linkages. Unit II : Human Populations, Tourism and Environment Introduction to human ecology Tourism geography Pollution ecology Energy Environment nexus Non-equilibrium Ecology Ecological foot-prints Ecological and SocioEconomic indicators ecological Economics Eco-Tourism and Eco cultural tourism Adaptive / Sustainable management of Ecosystems with special reference to Tourism. Unit III : Conservation / Restoration Ecology, Ethics and Codes of Conduct with special reference to Tourism : Paradigm shifts in Tourism Ecology Tourism and habitat fragmentation management of Ecosystems Basic principles Goals and strategies with special emphasis on Tourism Environmental ethics a comparison of Western and traditional non-Western conservation ethics and their relevance for tourism codes of conduct for different stake-holders Tourism certification programmes and Tourism Ecology. Unit IV : Tourism and Development Development Definitions and broad principles Eco-development / Sustainable development Definitions and their relevance for Tourism; Common property resources and their management of tourism; Human wildlife- tourism interactions; Alternative / Appropriate tourism typology- Eco tourism, Eco culture Tourism, Heath Tourism, Heritage Tourism, Adventure Tourism, Farm Tourism, Urban Ecotourism, Eco development Tourism, Fishing Tourism Strategies and constraints. Unit V : Tourism And Environment A Futuristic Perspective Envirmental education and legislation- needs and strategies with special emphasis on tourism ; suggestion for long term sustainable tourism activities institutional and policy framework based on integrated and gender balanced approaches and poverty reduction by stakeholders participation ; a critical review of tourism policy and Ecotourism policy of India ; Tourism planning and implementation in India- policy alternatives for sustainable development; Sustainable tourism planning for Ecologically sensitive areas- case studies from mountain, coastal / island eco system. REFERENCE BOOKS 1. Environmental science earth as a living planet : Botkin, D.B& E.A. Keller 2. Ecological principles for Economic Development :Dasman, R.F., J.P.Milton & P.H. Freeman. 3. Coastal recreation and Management :Goodhead, T. & D.Johnson 4. Conservation Ecology: Managing science/ Partnerships - Rogers. K. 12

5. Impact of Tourism on mountain environment :Singh, S.C.

MBAT - 425 HOSPITALITY MANAGEMENT

Credits : 3 Objectives: - To understand the essentials of hospitality industry; - To familiarize with resort and event management; and - To do project work in the above areas. Unit I Introduction to accommodation industry Types of accommodation and their grouping, classification, categorization and forms of Ownership - Activities in Accommodation Management Front office House keeping Bar and Restaurant - Supporting services. Unit II The Room division - the food and beverage division - the engineering and maintenance division - the marketing and sales division - The A/C division - the HR division and the security division. Managerial issues: Trends, Problems; success-factors; study of the working of selected Hotels/Motels/Restaurant, etc. Unit III Introduction to Hospitality industry and its distinctive characteristics inflexibility, perishability, fixed location, relatively large financial investment. Seven Ps of Marketing in Hospitality Marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence). Unit IV Introduction to Restaurant Management, Eating by drinking places, Hotel operations Food services for the transportation market. Food services for the leisure market - retail food services - Business/ Industrial food services. Health care food services - club food services Trends in lodging and food services. Unit V Future trends in Hospitality Industry Usage of CRS in Hotel Industry, operational usage through chain of hotels. Role of Associations in hospitality management- Functions and operations.

REFERENCE BOOKS:
1. Service Marketing : Helen Woodruff. Macmillan India ltd. 2. Gray and Ligouri: Hotel and motel management and operations ( Delhi: prentice Hall India) 3. Andrews: Hotel front office training manual ( Bombay: Tata Mcgraw Hill) 4. Negi: Hotels for Tourism Development ( Delhi: Metropolitan India) 5. Arthur & Gladwell: Hotel Assistant Manager( London communica, Barril, Jenkins) 6. Negi: Professional Hotel Management( Delhi: S.Chand)

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MBAT - 426 TOURISM RESEARCH METHODS

Credits : 3 Objectives:

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MBAT - 511 MARKETING MANAGEMENT FOR TOURISM

Credits: 3
Objectives - To know the concepts and components of marketing; - To understand the various Ps of marketing and their relevance to tourism; - To develop the right marketing mix for tourism; and - To inculcate the skills for tourism marketing. Unit I Definition of Marketing Concepts, Need and Importance Marketing for Tourism the tourism product Special features of Tourism Marketing Marketing Functions Market Research Market Segmentation Tourism Marketing Mix. Unit II Understanding the Market and the consumer: Marketing Environment Consumer Behaviour Buyer Decision Process Demand forecasting - Market Segmentation Targeting market Positioning. Unit III The Ps of Marketing : Product : Designing Branding and Packaging new Product Development Product Life Cycle : Price: Strategies and Approaches ; Place : Channels of Distribution , Promotion : Advertising Sales Promotion Publicity Personal Selling ; Other Ps. Unit IV Marketing of Tourism Related Activities : Trends in Tourism Marketing Marketing of Airlines, Hotels , Resorts, Travel Agencies and Other Tourism Sub Sectors and Products. Unit V Developing Marketing Skills for Tourism : Creativity Self Motivation Team Building Personality Development. Marketing Communication : Advertising , Planning the Advertising process, Advertising Agency Selection, Sales Support - Sales Support Techniques, Tourist Publicity.

REFERENCE BOOKS:
1. 2. 3. 4. 5. 6. International Tourism Management: By A.K. Bhatia, Sterling Publishers Pvt. Ltd. 2001 Marketing Management Kotler, P: (Delhi : Prentice Hall India) Tourism Marketing JHA, S.M. (Bombay : Himalaya) Cravens : Marketing Management (Delhi : AITBS) Cundiff & Still : Sales Management (New Yoek: Mc. Graw Hill) John Swarbrooke and Susan Horner

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MBAT - 512 TOURISM LAW

Credits :3 Objectives - To understand the basic principles of various Laws, Codes , roles and regulations relating to Tourism Administration; and - To assist the tourists Unit - I Introduction Law and society Branches of Law Commercial Law- Company LawIndustrial Law Environmental Law Concept of free port. Unit - II General Principles of i) Contract Act: Essential elements of contract Breach of Contact Performance of Contract Indemnity & Guarantee Bailment ii) Consumer Protection Act Unit - III Basic Principles of Company Law: Registration of Company Types of companies administration of companies winding up of companies. Unit - IV Citizenship Diplomatic Relations- Passport, Visa - FEMA Foreigners Registration Act Customs RBI guidelines. Criminal Law : Registration of cases.

Unit - V
Environment Act Environment rules Forest Act Forest Conservation Act Wild life Protection Act General suggestions to improve tourism in India.

BARE ACTS:
Contract Act - Consumer Protection Act, 1986 - Constitution of India - Criminal Procedure Code 1973 - Environmental Protection Act, 1986 - Foreign Exchange Management Act - Forest Conservation Act, 1980 - Negotiation Instruments Act, 1881 - Prevention of Food Adulteration Act, 1954 - Passports Act, 1967 - RBI guidelines - Sale of Goods Act, 1930 - The Pondicherry code-volume I - Wildlife Protection Act, 1972.

REFERENCE BOOKS:
1. Mercantile Law N.D Kapoor 2. Introduction to company Law Avtar singh. 3. Universals Labour and industrial law manual.

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MBAT - 513 - INTERNATIONAL MANAGEMENT

Credits : 3 Objectives: - To understand the International management scenario; and - To develop skills for efficient managing of cultural differences. Unit I Introduction to International Business the scope and challenge of International Business from domestic to global business the dynamic environment of international trade- forces( trade barriers) Global economic groupings The case of European Union Globalisation phenomenon. Unit II Socio cultural dynamics, business customs, political risks, legal environment and economic environment global economic institutions WTO. Ethical problems concern about bribery social responsibility of international business. Unit III Major decisions in International Business surveying the international business environment deciding to go global choice of markets market entry and expansion strategy global business program global business organization standardization Vs Differentiation strategies. Unit IV International Human Resources Management selection criteria for international assignments. Training and organizational development forms of industrial democracycommunication effectiveness Motivating human resources international relevance of popular theories on workforce motivation. Unit V Managing across cultures Nature of culture elements of culture cultural values and dimensions( Hofstedes approach) cultural change planned and unplanned cultural change cultural adaptation- methods of doing international business. Comparative management Japanese style of management western and eastern management styles Leadership in the International business context.

REFERENCE BOOKS:
1. International management, Richard M. Hodgetts and Fred Luthans, McGraw- Hill International edition, 1991. 2. global Marketing Management, Warren J.Keegan, Prentice Hall of India (P) Ltd., 3. global marketing, Czinkotn, Dryden press 1995. 4. International marketing, Phillip R. Cateora and john L. Graham, Mcgraw-Hill International edition 1999.

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MBAT - 514 AIR FARES AND AIRLINES MANAGEMENT

Credits : 3

Objectives :
- To understand the structure of airline industry - To understand the airport and airlines management linkages - To study the international airfares, regulations and formalities to travel. - To study different organizations and their contribution to airlines management. Unit-I Role of IATA and its function, ICAO its role and function, Airport Authority of India, Open sky policy, International conventions ; Warsaw convention 1924, Chicago convention 1944, Brussels convention 1970, 1961, Berlin Convention 1961 and 1966, International convention on travel contract, Brussels 1970, Athens convention 1974, Helsinki accord 1976. Unit- II Management of Airlines 4 Ps of marketing, Types of airlines, airlines personnel and revenue earning, airport management, study of aircraft parts, the aircraft turnaround, the control tower, Airport facilities and special passengers, airport access, check in facilities, landing facilities for departing passengers, in-flight services, cabin component, audio and video projection equipment, emergency equipment for disembarkation, in-flight entertainment, classes of service with more comport. Unit-III Aviation geography: IATA areas, sub areas, sub regions, familiarization with OAG : three letter city and airport code, airline designated code, minimum connecting time, global indicator, familiarization with Air tariff : currency regulation, NUC conversion factors, general rules, planning itinerary by air, Introduction to fare construction, mileage principles, fare construction with Extra Mileage Allowance (EMA), Extra Mileage Surcharge. Unit-IV One Way and Return Trip, Circle trip journey, open jaw, add-on, mixed class journey, HIP check, Back Haul Minimum Check (BHC), CTM check Indirect Travel Limitation, Around the world fare, special fares Unit-V Issue of manual ticket, reservation procedure. MPD, MCO, PTA and their purposes, universal air travel plan: types of air travel card. Bank Settlement Plan (BSP) REFERENCE BOOKS 1. OAG 2. Air Tariff Book 3. Worldwide Rules 4. IATA Ticketing Hand Book 5. Airport Business- R. Doganis 6. All you wanted to know about airlines functions- K. Sikdar.

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MBAT - 515 - TRAVEL AGENCY & TOUR OPERATIONS MANAGEMENT Credits: 3 Objectives :
Unit-1 History & growth, emergence of Thomas Cook and American Express, Types of travel agency and tour operation, distinction between wholesale and retail travel agency, integration and linkages, setting up a travel agency, sources of income. Unit- II Function of a travel agency and tour operator Itinerary planning: domestic and international. Tips and steps for itinerary planning, Dos and do not of itinerary preparation, limitation and constrains. Types of Tour, tour formulation and designing process, group tour planning and component, Unit-III Meaning of tour package, types and forms of tour package, costing, quotations, FIT and GIT tariffs, confidential tariffs, voucher- hotel and airline and exchange order, Pax docket, status report, AGT statements, merits and demerits of package tour, special requirements for outbound packages, liasioning and selling package tours, commission, mark up, services charges Unit-IV Govt. rules for getting approval, IATA rules, regulations for accreditation, documentation, entrepreneurial skill for travel, tourism and hospitality: problems of entrepreneurship in travel trade, consumer protection act 1986 and MRTP act applicable to the tourists as consumers, clients complaints handling, Unit-V linkages with major railways and cruise system in the world : Indian railways facilities and amenities for passengers, surface transport system, car rental companies, inter state bus and coach network. Tourism bill of rights, Manila declaration, Acapulco document. REFERENCE BOOKS 1. Travel Agency and Tour Operation, Concepts and Principles 2. Professional Travel Agency Management 3. The Business of Travel Agency Operations and Management 4. The Business of Tourism 5. Management of Travel Agency and Tour Operation :J.M. S Negi :Chunk, James, Dexter & Boberg : D.L Foster : Holloway, J.C : Mohinder Chand To understand the various activities of travel agency and tour operation business To understand the packaging and itinerary planning To study the linkages of travel agency with other related organizations

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MBAT 516 - COMMUNICATION SKILLS AND PUBLIC RELATIONS

Credits : 2 Objectives : - To impart oral and written communivcation skill through experienceial training; - To have an understanding of the Public Rel;ations; and UNIT I Oral communication skills: public speaking, group presentations, discussions, participation in meetings and interviews UNIT II Written communication skills: preparing letters, reports and other executive communications. Methods of achieving effective communication, measurement of impact of communication Mass media Media relations. UNIT III Introduction to contemporary public relations organizational context of public relations social context of public relations Communication and Public opinion principles of persuasion adjustment and adaptation : a theoretical model for public relations REFERENCE BOOKS : 1. Inside Public Relations Burger 2. Managing Public Relations Grunning J.E & Todd Hunt 3. Public Relations - Cutlip

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MBAT - 521 : Event Management

Credits : 3 Objectives: To enable the students to understand the essentials of hospitality management To enable the students to familiarize with resort and event management To enable the students to do project work in the above areas. UNIT I Introduction and development in the concepts of resorts management planning marketing maintaining and development of resorts, Types of resorts major players in resort in India Sterling group, Mahindra group, etc., Introduction to conventions, exhibitions and meetings (MICE), Definition of conference and the components of the conference market. Introduction to convention venues Characteristics of conference and conventions. UNIT II The nature of conference markets the demand for conference facilities. The economic and social significance of conventions. The impacts of conventions on local and national communities demographic trends geographical distribution. An international market perspective. An introduction to planning professional meets. Management of conference at site. Role of Travel agency in the management conference. UNIT III Contract negotiations: The law of professional Meeting and convention check list. Development of convention hotel sales and marketing plan hotel convention service management. UNIT IV Meeting planner / convention manager, Organising and planning events. Major attributes of meeting planners. Types of meeting planners. Convention and visitor bureaus. Bureau structure and finding. UNIT V Travel Industry Fairs - Benefits of Fairs marketing tour brochures through fairs. ITB WTM BTF SMTV FITUR TTW EIBTM PATA TRAVEL MART. REFERENCE BOOKS: 1. A.K. Bhatia -2001, Sterling Publishers Pvt.Ltd. 2. Successful Event Management Anton Shone and Bryn Parry. 3. Special Events Dr.Joe Gold Blatt 4. Event Marketing Leonard H. Hoyle, Jr 5. Event Risk Management and Safety Peter E. Tarlow

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MBAT 522 - CUSTOMER REALTIONSHIP AND SERVICES MANAGEMENT

Credits : 3 Objectives: - To receive a proper and better understanding of customer service management of in a local and global context. - To be able to manage a market oriented service organization. - To take up the challenge of good customer relationship management.

Unit I
Customer Relating Management in Tourism Customer Acquisition and Retention Customer Loyalty - Customer Profitability and value Modeling Customer Satisfaction Measurement Customer Feedback and Service Recovery. Unit II Managing and Sharing Customer data - Customer information databases Ethics and legalities of data use Data warehousing and data mining Data analysis market Basket analysis (MBA) click stream analysis - Personalization and collaborative Filtering. Unit III Marketing of Services Tourism as a Service - Characteristics of Services Classification of Services Building Service aspirations Consumer Behavior in Service encounters. Unit IV Marketing Mix in Services The SEVEN Ps - Product Price Place Promotion -People Process Physical Evidence Balancing Demand and Capacity Popular Strategies. Unit V Service Delivery Types and Causes of Service Quality gaps Measuring and Improving service Quality - Strategies to resolve the gaps. REFERENCES BOOKS 1. Christopher Lovelock & Jochen Wirtz - Services Marketing, Pearson Education, Delhi. 2. Zeithmal, Parasuraman & Berry Delivering Quality Service, The Free press. 3. Andry silmore, Services Marketing & Management, Response Books, Sage Publications, Delhi. 4. Jagdish Seethu, Etal, Customer Relationbship Management. 5. Customer Relationship Management, Stancles A.Brown, John wiley & Sons.

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MBAT 523 - E-COMMERCE AND WEB MARKETING FOR TOURISM Credits : 3 Objectives: To help the learner understand the scope and concept of E-Business To provide a framework to understand the E-Business technologies as applied to the needs of Tourism Industry Unit I Internet an introduction to its history, growth and functioning. Types of business and players on the internet. E-Business environment and Opportunities. E-Business value chain Porters value chain model. Unit II Electronic market place technologies overview of EDI. E-Business models and their applications. B2C, B2B, G2G E-Commerce Unit III Payment schemes used in e-commerce payment gateways Electronic cash and electronic payment systems Purchase order process. Enterprises networking and access to internet. Unit IV Internet marketing Affiliate marketing, Email marketing and web advertising. E-Business security and privacy issues. Unit V Designing successful tourism and travel websites. Starting an online Business and promoting it. REFERENCE BOOKS: 1. Web Commerce Technology Handbook Daniel Minoli and Emma Minoli 2. E Commerce : Strategy, Technologies and Applications by David Whitley 3. Internet for everyone Author : Alexis Leon and Mathews Leon 4. Starting an E- Commerce Business for Dummies Author George Holden PRACTICAL : HTML : (An introduction to basic HTML programming) Body Title Marquee Fonts Color Links Forms Tables Sounds Images Types of List. Creating a website related to the Tourism Industry with HTML Programming.

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