Marketing Syllabus 2013-15 Final Modified On 5-7-13

PGDM
iConnect Syllabus
PGDM Marketing (2013 - 2015)
ITM Business School

Institute for Technology & Management
ITM Campus, Plot No.25 & 26, Institutional Area,

Sector 4, Kharghar (E), Navi Mumbai 410 201
33835500 | Fax 27740950;
email: kharghar@itm.edu | website: www.itm.edu
PART 1 OF SEMESTER 1
Course Code
111
Course Title
Managerial Economics
Credit per Course :
Contact Hours
30
Objectives :
To understand the scope and subject matter of Managerial and Macro

economics and its relationships with various quantitative and behavioral
sciences.
To understand various concepts tools and techniques of economics with a

view to use them while examining decision-making process of a firm in terms
of price and output determination under different market conditions.
To show how managerial decisions are actually made in the real world.
To understand the process of growth and development in Economics.
To understand policy-led development in the Indian Economy and the

process of economic reforms and globalisation.
To understand and analyze the Environment of Business and its implications

on the growth and development of Indian economy.
Contents :
Analysis of current Economic News
The Nature and Scope of Managerial Economics
Optimization Techniques and New Management Tools
Demand Concepts, Demand Analysis & Demand Elasticities.
Demand Estimation and Demand Forecasting, The theory of supply and

interaction between demand and supply.
The theory of Production, Economies of scale and scope.
Cost Theory & Estimation, cost concepts.
Pricing and output decision: Perfect competition and Monopoly
Pricing and output decision: Monopolistic Competition and oligopoly, Game

theory, prisoners dilemma and Nash equilibrium.
Special pricing practices: Price Discrimination, Cartel formation, Cost plus

pricing,, Multi product pricing, Transfer pricing, Mark up pricing, Pricing in life
cycle of the product, Competitive bidding pricing, Peak load pricing
Long Run Investment Decisions: Capital Budgeting
ITM, PGDM - Marketing iConnect Syllabus 2013-15
Text Book:
- D.N. Dewedi,6th Ed., Vikas Publishing
House Pvt. Ltd. N.Delhi. 2009.
Managerial Economics
Reference Books :
1. Managerial Economics
- Rajesh Srivastava, Dominick

Salvatore, 6th Edition Oxford
University Press.2009.
- Samuelson & Nordhaus, 17th Edition,
Tata Mcgrow-Hill Publishing Com. Ltd.,
New Delhi. 2010.
- K.K.Dewet, S. Chand & Co. Ltd,
2. Economics
3. Modern Economic Theory

New Delhi. First Edition 2005.
4. Managerial Economics
- Paul G. Keat & Philip. Young 6th

Edition. Pearson Publication
Education, New Delhi, 2008
- N. Gregory Mankiw, 2nd Edition, Thomson
South -Western College Publishing.
2007.
- G S. Gupta, 2nd Ed.,Tata MaGraw Hill
Education Pvt. Ltd, New Delhi 2011
Principles of Economics
6 Managerial Economics
Course Code
: 112
Course Title
: Introduction to CSR & NGO
No. of Credits
: 1
Contact Hours(Field)
: 10
Course objectives
To build an understanding of concept of CSR, underlying theories and its related

aspects.
To enhance the capacity of developing strategies for comprehensive CSR approach
To develop analytical abilities of concretizing action plans to achieve goals
The course exposes a broad range of real-world issues and helps to develop the skills
needed to assist organizations in creating and implementing socially responsible
practices. It will enable participants to lead a global sustainable business. The course
would specifically assist in
Gaining tools to analyze, develop, and recommend strategic CSR policies in

organization and industry
Being well versed in key CSR issues - human rights, environmentalism, sustainable
development, consumerism, and the role of corporations in politics
Understanding a wide range of accountability issues and governance procedures in

the context of social contact
Text Book
1)
Corporate Social Responsibility
- Concepts and Cases, the Indian

Experience Ed:CV Baxi & Ajit Prasad
Reference Book
1)
Corporate Social Responsibility in India - Sanjay .K. Aggarwal
2)
CSR
- Madhumita Chatterjeee (Oxford

University Press- First published in
2011 second impression 2012)
3)
CSR
- Concepts and Cases Ed By CV Baxi

and Ajit Prasad, (Excel Books, First
Edition in 2005)
Course Code
: 121
Course Title
: Financial Accounting & Analysis
No of Credits
: 3
Contact Hours
: 30
Objectives:
To understand the scope and limitations of Financial Accounting and Financial
Analysis. To show how the final accounts are prepared as per GAAP and how the
profit/loss and financial position of the firm gets affected by various accounting
practices relating to depreciation, various adjustments etc. To understand how to
read and interpret information given in the final accounts of the firm. It is also
intended to show the inter firm comparison. The Financial Analysis will help the
student to measure the performance in various areas like Operating performance,
Financial performance, Overall performance etc. It also teaches, how to interpret
Off balance sheet items. To understand the significance of Cash flow /Fund Flow
Statement from the view point of a Company.
Contents:
Depreciation and different methods of providing depreciation
Meaning of Stock and their valuation
Provisions and Reserves
- Provision for Depreciation
- Provision for Taxation
Financial Statements of Companies as per Revised Schedule VI of the
Companies Act,1956
Introduction and the Tools & Techniques of Financial Analysis
- Comparative Statement
- Common Size Statement
- Trend Analysis
Ratio Analysis
Fund Flow Statement
Cash Flow Statement
Text Book:
1.
Financial Accounting for Management
D.D. Harsolekar, Multitech

Publishing,2nd Edition, 2010
Reference Books:
1. Accounting for Management
- S.N.Maheshwari, Vikas
Publication, 2011
2. Financial Accounting
- Tulsian, TMH,2008
3.
Financial Analysis for Management Decision- M. Sarnagadharan, 2011, PHI
4.
Financial Accounting for Management
- Paresh Shah, Oxford

Publication, 2nd Edition, 2013
Course Code
131
Course Title
Marketing Management
No of Credits
Contact Hours
50
Objectives:
Develop an introductory understanding of marketing and its role in modern
organizations, the economy, and society at large.
Introduce the main concepts, principles, and terminology of marketing;
Study environmental forces influencing marketing decisions, consumer behaviour

and familiarize students with the main elements of effective marketing strategy.
Contents:
Introduction to marketing
Understanding marketing in a new perspective
A business marketing perspective
E-marketing in 21st century
High technology marketing
Global perspective to marketing

Building customer satisfaction, value & Retention
Creating, communicating & delivering value
Managing relationships in Consumer & B2B Marketing
Strategic planning in marketing
Strategies pertaining to consumer and B2B markets
Strategies across different geographic boundaries
Marketing Information system
Scanning marketing environment
Domestic and global
Consumer / Organisational buying behaviour
Competition Analysis
Market segmentation, Targeting & Positioning
Marketing Offering
Introduction to marketing mix
Product/Service strategy in Consumer and B2B market
Product levels
Product/service differentiation and positioning
Pricing strategy in Consumer and B2B market
Importance of pricing
Factors influencing pricing
Objectives of pricing
Pricing process
Adapting the price and responding to price changes
Designing and managing integrated marketing communications

Deciding consumer and business marketing communications mix
Reaching out to customer
Designing and managing value networks and channels
Role of supply chain in B2B Marketing
Managing a holistic marketing organization
Text Book:
1.
Perspective
- A South Asian Philip Kotler, Kevin Keler,

Abraham Koshy & Mithileshwar Jha,
12edition, 2007, Pearson Education, New
Delhi
Reference Books
1.
Global Perspective Indian Context - Ramaswamy, V.S. and Namakumari, S.
4th Edition 2009, Macmillan India, Chennai
2.
Principles of Marketing
- Philip Kotler, Gary Armstrong, Prafulla
Management
Agnihotri & Ehsasn Haque, 13th Edition,
Pearson Education, New Delhi
3.
MKTG
- Lamb, Hair, Sharma & McDaniel,
Cengage Learning, 2012
4.
Fundamentals of Marketing
- Stanton, Etzel and Walker, 2006, 13th Edition
Tata McGraw Hill, New Delhi
5.
Introduction to Marketing
Management
- Adrian Palmer, 2007, Oxford
University Press, New Delhi
6.
- Czinkota, Michael. R., Kotabe, Masaaki,
2nd Edition, 2007, Thomson Asia, Singapore
7.
- Lal Rajeev & Quelch John A., 4th Edition,
2007, TATA McGraw Hill, New Delhi
8.
- Lamb, Hair, Mcdaniel, 7th Edition, 2004,
Thomson South Western
9.
- Roger Kerin, Steven Hartley, Eric Berkowitz,
William Rudelins, 8th Edition, 2007, TATA
McGraw Hill, New Delhi
10.
Global Marketing
- Svend Hollensen, Pearson,
3rd Edition, 2007.
10. Business to Business Marketing - Duffy G Philip, Vision Books, 1994.
11. Marketing
- Paul Baines, Chris Fill & Kelly Page,
Oxford Publication, 2013
Course Code
: 141
Course Title
: Managing People and Organization - l
No. of Credits
: 5
Contact Hours
: 50
Objective:
To understand management functions and process and further to familiarize themselves
with current practices and contemporary developments in general management.
To develop an understanding of individual behaviour in the organizations as a whole, and
to provide an insight into the Interpersonal and Group behaviour at work place for
effective people management and organisational effectiveness
Content:
4. Introduction to Management, Manager's Challenge, Four Managment functions
5. Managerial Skills and Roles and its impact on employee involvement and
organisational effectiveness
6. Organizations in the New Economy, Managers in the New Workplace
7. Planning Function: Managerial Planning & Goal setting, Concept of Vision, Mission
and Stategy and their role in effective goal setting, Mananerial Planning Process,
Strategy Formulation and Implementation, Managerial Decision making
8. External & Internal Environment, Strategic Planning & Management
9. Organising Function: Factors affecting and shaping Organisation structure, Elements
of Organising/ Organisation Structure, Types of Organisation Structure
10. Leading for High Performance: Nature and Scope of Leadership, Leadership versus
Management
11. Managerial Control: Overview of Managerial Control process, Organisational control
focus and effectiveness, Changing Philosophy of control, Managerial Control
process, Types of managerial Control,
12. Ethics & CSR: Concept of Business Ethics and Corporate Social Responsibility and
its relevance in today's time.
13. Issues and Challenges of Women in Management
14. TQM: Introduction to Total Quality management, Recent trends in TQM
15. Innovation & Technology Management: Relationship between Technology and
Innovative business practices
16. Introduction to Organisational Behaviour, OB Model, Challenges and Opportunities
of OB
17. Learning: Introduction to Learning, Basic Theories of Learning, Concept of Adult
Learning
18. Perception and Decision Making: Concept of perception, Perceptual Process,
Perception and Individual/ Managerial Decision Making, Application of Perception
in management
19. Personality: Introduction to Personality, Personality Traits, Determinants of
Personality, Theories of Personality, Personality attributes influencing OB
20. Motivation: An Overview of Motivation, Types of Motivations, Basic Theories of

Motivation,
21. Transactional Analysis : Introduction to Transactional Analysis, Understanding
Transaction, Strokes, Ego states, Application of Transactional Analysis
22. Group and Team Dynamics: Group- Introduction, Groups in Organisation, Stages of
group formation and development, Types of teams
23. Power and Politics: Concept of Power, Bases of Power, Organisation Politics and
Power, Factors Contributing to Political behaviour
24. Conflict Management: Understanding Conflict, Views on Conflict, Types of Conflict,
Conflict Resolution Techniques
25. Organisational Culture: Definition, Creating Organisational Culture, Organisation
culture and its relation with organisational effectiveness
26. Change Management: Meaning & Types of Organisational Change, Resistance to
Change, Lewin's three step Model for Change Management, Field Force Analysis
Text Book:
Management & Organisational
Behaviour
- P. Subba Rao, Himalaya

Publishing House, 2nd Edition, 2012
Reference Books:
1. Management & Organisational
Behaviour
- Ramesh B Rudani, Tata Mac Graw Hill,

1st Edition, 2011
5. Management
- Karminder Ghuman, K Aswathappa, Mc

Graw Hill, 1st Edition, 2010
6. Management
- Stephen P. Robbins, Mary Coulter,

Pearson, 9th E dition,2008
7.
- Anil Bhat, Arya Kumar,

Oxford, 1st Edition 2008
Management Principles, Processes,

and Practices
8. Management
- John R. Schermerhorn, Wiley India, 8th

Edition 2006
9. Contemprory Management
- Gareth R. Jones, Jennifer M. George, Tata

McGraw Hill, 1st Edition, 2009
10. Organisational Behaviour
- M. Parekh, R Gupta, McGraw Hill, New

Delhi, 1st Edition, 2010
11. Organisational Behavior
- S P Robbins, T A Judge, N Vohra, PHI,

14th Edition, 2012, New Delhi
12. Management and OB
- L Mullins, Pearson, 7th Edition,

2011, New Delhi
13. Business Orgnisation and

Management
- V.K. Kaul, Pearson,

1st Edition, New Delhi, 2012
Course Code
: 151
Course Title
: MIS & Business Intelligence
No. of Credits
: 5
Contact Hours
: 50
Objectives :
To learn how to use and manage a variety of information systems to revitalize

business process, improve managerial decision making.
To learn how information technology can give a business a strategic technology

platform and to learn the importance of business intelligence.
Contents :
Information systems in global business today
E Business: How Businesses use Information Systems
Ethical and Social issues in Information systems
IT Infrastructure and Emerging Technologies
Foundations of business Intelligence: Databases and Information Management
Telecommunications, the Internet, and Wireless Technology
Securing Information Systems
E Commerce: Digital Markets, Digital Goods
Text Book:
1) Management Information Systems Managing the digital firm-Kenneth C.
Laudon & Jane P. Laudon - 11th edition, Pearson
Reference Books :
1. Management Information Systems: - James A O'Brien, George M Marakas &
Ramesh Behl,12th Edition, Tata McGraw-Hill.
2. Decision Support & Business
- Eighth Edition, Pearson
Intelligence Systems
Efraim Turbon, Jay E.Aronson,
Teng-peng Liang & Ramesh Sharda
3. Management Information
- James A O'brien, 5th Edition, Tata McGraw- Hill
4. System:
- Managing Information Printed in USA, 2002.
Technology in the E- Business Enterprise
5. Management Information Systems - Davis and Olson, 2nd Edition, McGraw-Hill,
India, 1985.
6. Management Information Systems: - Effy oz - 6th edition Cengage Learning
7. Enterprise Resource Planning
- Alexis Leon Second Edition Tata
McGraw Hill Demystified
8. Data warehousing, Data Mining
- Alex Berson, Stephen J.Smith & OLAP
9. How to do everything with
- Hart-Davis _ Tata McGraw Hill
Microsoft Excel 2007
10
Course Code
161
Course Title
Decision Sciences - l
No. of Credits
Contact Hours
30
Course Objective:
This course is designed to enable to students to study and apply various techniques of
Statistics for Business. Particular Emphasis is given so that the student can model
business situations into Mathematical forms and solve the same. The techniques and
mathematical tools they will learn from the course will help them become successful
managers.
Students need to be shown the relevance of Statistics, the frame of reference for business
Statistics should be the functional areas of business- that is accounting, economics and
finance, information systems, management and marketing. The focus in teaching each
topic should be on its application in Business, the interpretation of results, the
presentation of assumptions, the evaluation of the assumptions. Make the students
familiar with the software used in the Business world.
he course has been designed to enable the student to study and apply various techniques
of operations research in business world.
Emphasis have been given to conceptual understanding of the topic so that the students
can model business situations into mathematical models and reach to a decision.
This course will highlight the benefits of quantitative approach to decision making or how
to reach to an optimal decision in the light of uncertain or risky environments.
Analysis, Interpretation and Conclusion Drawing.
COURSE CONTENTS
1.
Introduction to Statistics: Descriptive and Inferential Statistics
2.
Measures of Central Tendency
3.
Measures of Dispersion
27. Measures of Association

14. Theory of Probability : Probability Distributions
15. Fitting of Distribution and Testing of Hypothesis
16. Mathematics of Finance
17. Optimization Techniques : Use of Maxima and Minima in taking business level
decisions.
18. Forecasting Techniques : Quantitative Methods of Forecasting, Time Series Analysis.
19. Determinant and Matrices
20. Statistical Analysis by using Excel sheets.
12. Introduction Role of Quantitative Analysis in Decision Making and Operations
11
Research Techniques their Nature and Characteristics feature.

13. Theory Of Games
14. Linear Programming
15. Transportation Models
16. Assignment Models
17. Simulation
18. Decision Theory
19. Queuing Theory
20. Index numbers
21. Excel applications using solver
Text Book:
1) Quantitative Techniques in Management - N D Vohra, Tata McGraw Hill
Education, 4th Edition
Reference Books:
1) Operation Research
2) Quantitative Analysis for Management
3) Quantitative Methods for Business

4) Essentials of Operations Research
& Quantitative Techniques
5) Operations Research
6) Quantitative Techniques for

Managerial Decisions
7) Operations Research
8) Applied statistics
9) Applied Statistics in Business
& Economics
10) Statistics for Management
- Hamdy A. Taha, 8th Edition, 2008,

Pearson Education.
- Barry Render, Ralph M. Stair, Jr.,
Michael E. Hanna, T N Badri, 10th
Edition, 2009, Pearson, Education.
- Anderson, Sweeney & Williams,
Cengage Learning, 9th Edition, 2008.
K Shridhara Bhat, 1st Edition, 2007
Himalaya Publishing House.
- Algorithms and Applications
Rathindra P Sen, 1st Edition,
2010, PHI Learnings.
R B Khanna, 1st Edition, 2007, PHI
Learnings
- S D Sharma, 15th Edition, 2007, Kedar
Nath Ram Nath, Meerut.
- Gupta and Kapoor,2011 , Sultan Chand
and co, New Delhi
- Doane. Tata MacGraw.
- Levin and Rubin, Pearson
12
Course Code
171
Course Title
Business Communication
No. Of Credits
Sessions
30 hrs
Objectives:
.
.
.
.
.
.
.
Identify the importance and need of communication in business.

Forms of business communication.
Describe role of business communication in organizations.
Channels of communication network in organizations.
Process of communication.
Communication challenges of the workplace.
Dimensions of business communication skills.
Communication barriers and steps to overcome these barriers.
Contents:
Communication In Business - Importance & process
Non Verbal Communication verbal & Non Verbal
Team Communication
Listening Skills Effective listening.
Business Oral Interactions
Business Meetings and Discussions
Etiquette Advantage in Business Communication
Job Interviews
Business Presentations
Writing for Impact
Writing Routine Business Messages
Writing Negative Business Messages
Writing Business Reports
Writing Business Proposals
Writing Job Applications And Resumes
Text Books:
1. BCOM WHAT''S INSIDE
- Lehman, Dufrene, Sinha, Cenage learning.

2Nd Edition. 2012.
13
Reference Books:
1. Business Communication,
connecting At work.
- Hory Sankar Mukerjee. Oxford

University Press, 1st Edition.
2. Communication Skills
- Leena Sen (Second Edition) [Prentice-Hall

of India Private Limited, New Delhi
3. Business Communication Strategies
- Matthukutty M. Monippally [Tata

McGraw-Hill, New Delhi]
4. Basic Business Communication
- Lesikar & Flatley (Tenth Edition) [Tata

McGraw-Hill, New Delhi
5. The essence of effective communication- Fon Ludlow & Fergus Panton PrenticeHall of India Private Limited, New Delhi
6. Technical Communication
- Meenakshi Raman & Sangeeta Sharma

(2nd Edition). Oxford University Press.
7. Communication Skills
- Sanjay Kumar & Pushp Lata. Oxford

University Press
14
Course Code
172
Course Title
Insight Sessions I
No. of Credits
Contact Hours
30
Objectives:
To Groom One's Overall Personality.
To understand the importance of Positive Personality because Personality is
a signal others read.
To understand HOW to bring transformation in my personality.
To understand the RIGHT personality for the corporate JOB.
The importance of Personality Traits and soft skills in the early stages and
future career advancement.
To know, understand and incorporate the characteristics of different
personality attributes.
To figure of What's May Personality through Personality Tests.
Harmonious Development of the Five Dimensions of Human Personality
Physical Self, Spiritual Self, Intellectual Self, Emotional Self and Social Self.
To understand why soft skills are emerging as a key differentiator today and
how it complements hard skills.
Understanding Leadership through the POWER of DOING
Developing effective communications skills The Power of Expressions.
Increase Creativity, Innovativeness and Personal Effectiveness &
Productivity.
Understanding the Value of Values and Personal Ethics, Inter personal
Relations and to discover the Hero Within.
Contents:
Researching Your Audience
Detecting Bias
Analyzing Audience personalities and thinking processes
Planning presentation content
Setting SMART Objectives and using them to filter agenda
Selecting right communication channel
Identifying Potential Audience Questions
Script editing for presentations
Making presentation content memorable
Facing a Hostile Audience 15
Developing SCRIPT for the strategic presentation.
Adapting information for slide shows
15
Text Book:
Study material given by the resource person.
Reference Books:
1) Presentation Skills for Managers
McGraw-Hill
- Jennifer
Rotondo
Mike
Rotondo,
2) Presentations in Action: 80
Memorable Presentation Lessons
from the Masters
- Jerry Weissman, Pearson
3) Presentation Zen
- Garr Reynolds, New Ryders
4) The power presenter
- JERRY WEISSMAN, John Wiley&Sons, Inc.
5) Presentation secrets of Steve Jobs - Carmine Gallow, McGraw-Hill

6) slidelology THE ART AND SCIENCE
OF CREATING GREAT
PRESENTATIONS
- NANCY DUARTE, O'Reilly
16
Course Code
Course Title
No. of Credits
Contact hours
:
:
:
:
113
Macro Economics and Legal Aspects of Business
3
30
Objectives :
To understand the process of growth and development in Economics.
To understand and analyse the components of Business Environment.
To understand policy-led development in the Indian Economy and the

process of economic reforms and globalisation.
To understand legal environment of Business.

Contents :
Nature and Scope of Macro Economics.
National Income concepts Measurement and significance.
Keynes Theory of Income and employment.
Economic Environment.
Policy Environment: Fiscal policy, Union Budget and Monetory policy.
Anatomy of inflation.
Importance of Mercantile law.
Indian Contract Act, 1872: Introduction, Explanation of certain Terms,

essentials of Valid contract. Capacity to contract, consideration and free
consent, void and voidable contracts Performance of contracts. Right and
Liabilities Breach of contract, penalties and damages
Quasi contracts, contingent contracts
Sale of Goods Act, 1930 Overview -meaning of sale - transfer of ownership
Conditions and warranties Rights of unpaid vendor
Negotiable Instruments Act, 1881 Difference between negotiation,

transferability and assignment Negotiable Instruments
Text Book:
1.
Macro Economics Theory and policy
Third Edition 2008. Tata Mc

Graw Hill.
Reference Books:
1.
Modern Economic Theory
K. K. Dewett, S. Chand and
17
Company Ltd.,
2.
Business Environment
3.
Essentials of Business Environment-
4.
Economics
5.
Economic Environment of Business -
18
New Delhi, Twenty

First Edition, 2005.
Francis Cherunilam, Himalaya
Publishing House, Mumbai,
Fourteenth Edition, 2008.
K. Aswathappa, Himalayan
Publication. Mumbai, 10th Edition
2009.
Lipsey & Chrystal- Indian Edition
(11th ),Oxford University Press.
S.K. Misra & V.K. Puri Himalaya
Publication House, Mumbai. 6th
revised & Enlarged Edition,2010.
Course code
Course Title
No. of Credits
Contact hours
:
:
:
:
122
Cost & Management Accounting
5
50
Objectives:
To apprise the students with cost and management accounting techniques,
methods & processes. To acquaint the students with the fundamental concepts
and notions which have an implicit bearing on managerial decision making. To
prove how accounting systems and accounting information are structured for
managerial planning, decision-making and performance evaluation. To
understand the importance of and technique of cost control
Contents :
Introduction to Cost Accounting
Classification of Costs and Cost Sheet
Material Management and Accounting for materials

- Issue control
- Material control
- Material losses
Accounting for Labour
- Types of Labour Costs,
- Methods of Remuneration,
- Treatment of overtime, fringe benefits, idle time etc
- Labour Turnover
Accounting for Overheads
Cost Control and Cost Reduction
- Budgets and Budgetary Control
- Standard Costing
Decision Making
- Marginal Costing and CVP Analysis
- Relevant Cost Analysis
Text Books :
Cost accounting- Theory & Practice
Reference Books :
Management Accounting
- Bhabatosh Banerjee 12th edition,

PHI 2008
- Suhinder Bhat, Excel Books, 2009
Cost Accounting
- Jain & Narang, Kalyani Publishers,

2009
19
Course Code
132
Course Title
Consumer Behaviour and CRM
No of Credits
Contact Hours
40
Objectives:
To make the students understand the effect of personal traits and social influence on
the behavior of the consumer, which can be used for deciding on the proper
marketing strategy.
Develop and introductory Understanding of CRM and its role in modern
organizations and society at large.
Introduce the main concepts, Principles, and terminology of CRM and Role of IT.
Study effect of CRM influencing marketing decisions, consumer behavior and
familiarize students with CRM as a tool to effective marketing strategy.
Contents:
Consumer Decision Making Process
Consumer Perception, Involvement & Memory
Consumer Motivation and Personality
Perception, Conditioning and Learning
Belief, Attitude and Behavior
Communication and Persuasion
Group Dynamics and Consumer Reference Groups
Social Class, Family.
Culture & Subculture
Household decision making
Diffusion of innovations
Consumerism
Introduction to CRM and E-CRM in 21st Century Its relevance and Importance
Implementation of CRM
Relationship Management in B2B commerce
Application of CRM in various industries
Customer life Cycle Management with e CRM
Prosumer and Co- Creation
Text Book:
1. Consumer Behaviour
2.
- Leon Schiffman & Leslie Kanuk, 9th Edition,

Printice Hall, New Delhi, 2007.
- A business guide to CRM By Jill
Dyche-10th ed 2011 Pearson Education Inc.d
Consumer Behaviour &

The CRM Handbook
Reference Book:
- Satish K. Batra and Kazmi, Excel Books, 2010

- A Managerial Perspective by Jagdish Seth,
2ndEdition, Thomson Southwest
20
3.
Consumer Behaviour
4.
Consumer Behaviour
and The CRM Handbook
5.
Consumer Behaviour
in India Perspective
Learning, 2004.
- Henry Assael, 6th Edition, Thomson
Southwest Learning, 2006.
- A business guide to CRM By Jill Dyche-10th
ed 2011 Pearson Education Inc.d
Hawkins, Best, 9th Edition, 2007. Tata
McGraw- Hill.
- Suja Nair, 1st Edition, 2006, Himalay
a Publication
8.
9.
10.
11
12.
13.
- Satish K. Batra and Kazmi, Excel Books, 2010

- A Managerial Perspective by Jagdish Seth,
2nd Edition, Thomson Southwest
Learning, 2004.
- Srivastava K.K. & Khandal Sujata, 1st

Edition, 2005, Galgltia Pub (P) Ltd. India.
- Capturing and keeping customers in Internet
Real Time- Paul Greenberg 3rd Edition, 2005,
Mc Graw Hill.
Online Marketing : Customer Led Gay Richard, Charlesworth, Alan, 2nd Edition,
2007, Oxford University Press.
The CRM Handbook
- A business guide to CRM By Jill Dyche-10th
ed 2011 Pearson Education Inc.
Customer Relationship Management Getting it Right, by Judith W. Kincaid- 1 st ed
2011 Pearson Education Inc.
Consumer Behaviour & Branding - S. Ramesh Kumar , Pearson , 2011
Consumer Behaviour in
Indian Context
CRM at the speed of light
21
Course Code
133
Course Title
Sales Management
No of Credits
Contact Hours
30
Objectives:
Outline the functions under the sales management such as sales force administration
& control, territory design, sales target fixing, sales force motivation
Provide an opportunity to begin developing the analytical and implementation skills
needed for effective decision making in sales
Contents:
Overview of the Sales Management Process
The Process of Buying and Selling
Demand Estimation and Sales Quotas
Sales Territories
Selection and Recruitment of sales personnel
Training and Development of sales personnel
Sales Performance: Motivating the Sales Force
Supervision of sales personnel
Management of sales personnel
Compensation and Incentive schemes
Organization of sales staff
Channel policy & management
Channel structure, motivation & conflicts
Text Book:
1. Sales Management
2.
- Stanton, Spiro and Rich,

Tata McGraw-Hill, New Delhi.
- Tapan Panda & Sunil Sahdev Oxford, 2009
Sales & Distribution
Reference Books:
1. Management of a Sales Force
2. Sales & Distribution Management
3. Sales Management
- Stantion, Spiro and Rich, TMH

- Panda, Oxford, 2009
- Charles M Futrell C Thompson
Publication, 2001.
4. Sales Management
- Robert J. Calvin C Tata Mc.Graw Hill, 2002
5. Sales & Distribution Management - Tapan K. Panda & Sunil Sahadev C Oxford
University Press, 2006
6. Sales & Sales Management
- Ralph W. Jackson & Robert D. Hisrich
Prentice-Hall, 1996.
7. Sales Management
- Douglas J. Dalrymple, William Crow and
Thomas Decorlo C Wiley Publication, 200
8. Sales Management:Theory&Practice- Bill Donaldson, Palgrave, 2007.
9. Sales Management in the Indian
- Gupta V. D. - Eastern Economy Edition,
Prespactive
2000.
10. Sales Management
- Still, Cundiff & Govoni, Eastern Economy
Edition, 2006
22
Course Code
Course Title
No. of Credits
Contact Hours
:
:
:
:
142
Managing People & Organisation II
1
10
Objective:
To equip Students in the area of Employee Counselling and Guidance
To understand the issues and challenges of HR from Service Sector
Perspective.
To understand the implications of Global Business practices with
special references to HRM perspective on Outsourcing, Diversity
Management, Green HR etc.
Content:
Employee Counselling- An Overview
Self development Of Managers as Counsellors, Development of Counselling
Skill
Counselling Interactions in Organizations, Type of Counselling & Counsellor
Attitudes
Managing Diverse workforce with Special reference to Gender
HR in Service Sector- An Overview,Issues and Challenges, Employee
Retention Strategies and HR in service quality
HR Outsourcing: Overview of HRO in todays climate / links to HR strategy
and Transformation, Reasons for outsourcing Make or Buy? Scope of
outsourcing HRO, Success criteria/ Vital Aspects of HR Outsourcing,
Outsourcing for the HR Professional, Consulting Approach to the HR
Function
Green HRM: Introduction to Green HRM, Emlployee involvement in the
development of the Green Practice Changing mindsets and Getting the
message across, Employee contribution to green office culture, Appreciation
and Rewarding good environmental practices
Text Book:
1) Human Resource Management
Reference Books:
1. HR in Service Sector
K. Aswathapa, 6th Edition, 2010, Tata

Mc GrawHill.
G. Jegadeesan, ICFAI University Press,

ndian Perspectives 1st Edition, 2008.
2. Cases in Call Centre Management - R. Feinberg, Ko De Ruyter, Great Ideas
at work Lynne Bennington, 2nd Edition,
2007.
3. Service Management and operations Hakserver, Render, Russel &
urdick,pearson, 2nd edition, 2005
23
4. TQM in Services
5. Mastering of Business ASIA HRM

6. Guidance and Counselling
7. Performance Appraisal and
Counseling
8. Services Management:
9. Counselling Skills for Managers
24
R P Mohanty, 1st edition, 2008 Jaico

Publications 2008
- Hugh Bucknall & ReijiOhtake, Wiley
India Ltd, 2nd Edition, 2006
- Asha K. Kinra, Pearson. Ist Edition,
2008
Pantulu, Reddy & Ramana, Himalaya
Publishing House
Vasanti Venugopal, Raghu V.N 1st
Edition, 2007, Himalaya Publication
- Kavita Singh, Prentice Hall of India Pvt
Ltd , 1st Edition,2007
Course Code
152
Course Title
Advance EXCEL & VBA
No. of Credits
Contact Hours
10
Learning Objective :
The course has been designed to enable a participant to solve business problems using
various advanced tools in Microsoft Excel.
Description
In this workshop the participant will explore the advanced excel functions that are
frequently used to address financial and business problems. A Module on VBA macros
will be covered that will equip the participant with skills
to build customised functions to solve problems with minimal programming knowledge.
The course is divided into four Modules each. Each Module will focus on answering :how
to rather than what to. The approach will be case study based interactive learning.
Exercises will be given to participants to carry out self-based learning.
Contents:
1. Advanced Excel functions
2. Advanced Excel Features
3. Macros, User defined function and VBA Programming
4. Integrated Case studies and financial applications of the tools and advanced excel
features
Text Book:
1) How to do everything with
- Hart-Davis_Tata McGraw Hill
Reference Books:
1. Microsoft Office Excel Data
Analysis & Business Modeling
2. Building Financial Models with
Microsoft Excel
3. Step by Step Microsoft Office
Excel 2007
4. Microsfot Office Excel 2007
5. Microsoft Excel & VBA
Programming for Absolute Beginners
6. Microsoft Excel 2010 Power
Programming with VBA
7. Microsft Excel 2007 in Simple Steps8. Microsoft Office Excel 2007
for Dummies
9. Mastering VBA for Microsoft
Office 2007
10. VBA for Modelers: Developing
Decision Support System with
25
WayneL Winston, Prentice Hall of India, 2010

K. Scott Proctor, Wiley India, 2nd Edition
Curtis D. Frye, Prentice Hall of India
Kathy Jacobs, Wiley India, 2008
Duane Brinbaum, PHI, 2002
John Walkenbach, Wiley India, 2010
Greg Holden, 2009
Greg Harvey, John Wiley & Sons, 2006
Richard Mansfield, WIley India 2010
Christian Albright, 3rd Edition, Cengagae
Learning Pvt Ltd.
CourseCode
162
CourseTitle
DecisionScienceII
26
No.ofCredits
ContactHours
:
30
Objective:
The course has been designed to enable the student to study and apply
varioustechniquesofoperationsresearchinbusinessworld.
Emphasishavebeengiventoconceptualunderstandingofthetopicsothatthe
studentscanmodelbusinesssituationsintomathematicalmodelsandreach
toadecision.
This coursewillhighlightthebenefitsof quantitativeapproach to decision
makingorhowtoreachtoanoptimaldecisioninthelightofuncertainor
riskyenvironments.
Analysis,InterpretationandConclusionDrawing.
Content:
IntroductionRoleofQuantitativeAnalysisinDecisionMakingand
OperationsResearchTechniquestheirNatureandCharacteristicsfeature.
TheoryOfGames
LinearProgramming
TransportationModels
AssignmentModels
Simulation
DecisionTheory/QueuingTheory
Indexnumbers/Excelapplicationsusingsolver
TextBook:
1. QuantitativeTechniques
ReferenceBooks:
1. OperationResearch
NDVohra
HamdyA.Taha,8thEdition,
2008,PearsonEducation.
2. Quantitative Analysis for Management - Barry Render, Ralph M. Stair,Jr.,
Michael E. Hanna, T N Badri,
10th Edition, 2009, Pearson, Education.
3. Quantitative Methods for Business - Anderson, Sweeney & Williams,
Cengage Learning, 9th Edition, 2008.
4. Essentials of Operations Research & K Shridhara Bhat, 1st
Quantitative Techniques
Edition, 2007, Himalaya Publishing House.
5. Operations Research- Algorithms Rathindra P Sen, 1st Edition,
and Applications
2010, PHI Learnings.
6. Quantitative Techniques for
R B Khanna, 1st Edition, 2007,
Managerial Decisions
PHI Learnings.
7. Operations Research
- S D Sharma, 15th Edition, 2007,
Kedar Nath Ram Nath, Meerut.
8. Applied statistics
- Gupta and Kapoor, 2011 , Sultan
Chand and co, New Delhi
Course Code
:
163
Course Title
Operations Management
27
No. of Credits
1.5
Contact Hours
15
Objective:
To enhance the awareness about the Nature and scope of Operations
Management, Supporting Functions of Manufacturing in industry and Recent
Advances in Operations Mgmt. Role of Operations Management in over-all
performance of an organisation.
After completing the course, students should be able to:
Understand the importance of basic operations and manufacturing in
industry,
Know the approaches for Decision making for new plant location, technology
selection,
Be aware of the role of Operations management,
Strategy for using operations as a competitive weapon.
Text Book:
1. Operations Management,
Theory and Practice
- B Mahadevan , 2nd edition,

Pearson Publication, 2010
References Books :
1. Production & Operation
Management
2. Operations Management
3. Operations Management for
Competitive Advantage
- Heizer , Pearson , 8th Edition , 2007.

- Stevenson , TMH , 8th Edition , 2005
- Jacobs & Chase, TMH, 10th Edition ,
2004
- Gaither, Thomson Learning, 9th Edition,
2002
- S. Anil Kumar , N. Suresh , New Age
International (P) Limited, Publishers .
The student can refer to study material through the link as mentioned below.
http://www.ebook3000.com/Kumar-S--Anil--Suresh-N----OperationsManagement_85181.html
Course Code
Course Title
:
:
173
Insight Session II
28
No. of Credits
Contact Hours
:
:
3
30
Objectives :
Hone skills in English communicating effectively in corporate situations
especial through group discussion.
Enhance English oral and presentation skills by personal interview.
Develop skills and resources that can be utilised in managing their own
careers, in general, and preparing them for the job search process, in
particular.
Enhance the over all employability by personal grooming.
Content:
Talking about people and things
Talking about what is happening now
The Background action
Talking about what happens every day, every time
Telling what happened
What is the news
Talking about the duration of a present activity
Talking about the present result of a past action
Talking about the duration of a present activity
Talking about the present result of a past action
Talking about the duration of a present Situation
Explaining a Past Action
Saying how long some action was going on in the past
Expressing your attitude
Talking about what is likely to happen
Talking about a planned action or an event
Talking about the chances or possibility of something happening
Talking doubtfully about future
Seeking Permission
Giving Advice
Telling what is somebody's Duty
Talking about ability
Saying something is compulsory
Talking about something that did not happen
Saying something has happened
Saying that something is done
Giving Messages
Talking about the purpose of an action
29
Showing special relationship-time

Showing special relationship-Space
Clarifying your statement
Using words with multiple meanings
Text Book:
Study material given by the resource person.
Reference Books:
1) Basic Business Communication
- Lesikar & Flatley (Tenth Edition) [Tata

McGraw-Hill, New Delhi]
2)
The essence of effective

communication-
- Fon Ludlow & Fergus Panton [Prentice

Hall of India Private Limited, New Delhi]
3)
Technical Communication
- Meenakshi Raman & Sangeeta Sharma

(Second Edition). Oxford University Press.
4)
Communication Skills.
- Sanjay Kumar & Pushp Lata. Oxford

University Press.
Course Code
181
30
Course Title
NGO Internship
No. of Credits
Contact Hours
20
Objective:
This is a novel initiative by ITM in which the students have to undertake a one
month project with a NGO or CSR department of an organisation. In addition, the
students will also be engaged in various UTKARSH committees (Unleashing The
Knowledge and Reaching to Starry Heights) and special addresses given by top
class motivational and spiritual leaders.
To understand the role of NGO in social welfare and development.
To understand the managerial role in social work.
To learn management practices of NGOs.
To sensitize the students towards poor and underprivileged.
No specific contents which which will vary from NGO to NGO depending upon
the nature and scope of project
No specific books. Report writing will follow a specific format to be given to
the students at the time of internship.
31
Course Code
221
Course Title
Corporate Finance
No. of Credits
Class contact hours
30
Objectives :
This subject covers finance of day-to-day business operations. It discusses what
is working capital requirement & sources of finance. It also discusses
management of each component of Working Capital. The primary aim of this
course is to make students aware about the various functions that a
finance manager has to perform. The latter part of the course is based on
understanding of structured decision making in three interrelated disciplines in
finance viz. Investment (long term basis as well as current assets); financing
decisions and policies.
Contents :
Introduction, Finance Manager's Role, Working capital, Types of working
capital, Assessing working capital requirement
Dimension of working capital-strategies
Finance mix and Investment mix
Sources of working capital finance
Management of components of working capital, Inventory management
Cash management- short term instruments, strategies during liquidity
crisis
Receivable Management, Inventory Management
Short term Financial Planning
Estimation of Sales and other related expenses
Ascertaining Funds Requirement and Requirement of Assets to sustain the
growth
Sources of long term finance
Time Value of Money
Capital Budgeting - Introduction, Preliminaries, ARR Method, PBP Method,
NPV, Method, NPV and IRR, NPVTV and MIRR
Text Book:
1. Essentials of Financial Management
Reference Books:
1. Financial Management
2.
- I.M. Pandey, Vikas Publication

3rd Edition, 2011
- I.M. Pandey, Vikas
Publications 10/e, 2010
Financial Management
- Khan & Jain, Tata-McGraw,
32
New Delhi, 6th Edition, 2011

Practice
- Prasanna Chandra, Tata Theory &

McGraw-Hill, 7th Edition
4. Financial Management & Policy
- Van Horne, Prentice Hall,

12th Edition,2003
5. Principles of Corporate Finance
- Brealey Myers, Allen, C. P.

Mohanty, Tata-McGraw, 8thEdition,
2007
- Keown, Martin, Petty, Scott,

PHI, 9th Edition, 2002
CourseCode
231
33
CourseTitle
Digital&SocialMediaMarketingl
No.ofCredits
ContactHours
30
Objective:
The course will familiarize the student with key concepts of Digital Marketing
communications management. It will introduce new paradigms like Prosumer, social
media,web3.0andonlinebranding.ThiscoursewillincludeemergingconceptsinCRM
itsimplementationofapplicationinvariousindustry. Thiscoursewouldalsoexplain
conceptsofECRManditsapplicationinDigitalMarketing.
DigitalMarketingandCRM
Contents:
DigitalMarketingStrategy
RelationshipMarketingandPeertoPeerAdvocacy
DeliveringImmersiveCustomerExperience
SocialMediaMarketingandViralMarketing
SEOandOnlineAdvertising
DigitalSignageandBroadcastingtools
InteractiveMarketingCommunication
DigitalMarketingMeasurement,AnalyticsandContinuousImprovement
OnlineBrandingConcepts
EmergingConceptsinCRM
ImplementationofCRM
RelationshipmanagementinB2Bcommerce
ApplicationofCRMinvariousindustry
ConceptsofECRM
CustomerLifecycleManagementwithECRM
ProsumerandCocreation
TextBook:
InternetMarketing
DaveChaffey2ndEdition,2006,PrenticeHallIndia.
ReferenceBooks:
1) CRMattheSpeedofLight
PaulGreenberg,3rdEdition,2005,McGrawHill.
CapturingandKeeping
CustomersinInternetRealTime
2) OnlineMarketing:CustomerLedGay,Richard,Charlesworth,Alan,2ndEdition,
2007,OxfordUniversityPress.
3) IntegratedAdvertising,
Clow,KennethE,Baack,Donald,3rdEdition,
Promotion&Marketing
2007,PrenticeHallIndia.
4) Advertising&Promotion
Belch,GeorgeE,BelchM.A.6thEdition,2006,
TataMcGrawHill
5) PrinciplesofAdvertising:
Lee,Monle,Jhonson,Carla,2ndEdition,2007,
GlobalProspective
VivaBookPvt.Ltd.
6) Advertising:Principles&Practice
Wells,William,Moriarty,Sandra,7thEdition,
2006,PearsonEducationIndia.
7) Advertising&Media
Course
-
Pant,Himanshu,1stEdition,2007,ABDPublishers
232
34
Course Title
Research Application in Marketing
Credit
Contact Hours
50 Hours
Objective :
Thepurposeofthiscourseistomakeyouaknowledgeableresearchconsumer
andabeginningpractitioner.Thefocuswillbeonqualitative(exploratory)and
quantitative research execution and the application of research findings and
analysisindecisionmaking.Thecourseisgearedtowardthepracticalapplication
ofresearch,thoughgainingaworkingknowledgeofcertainterminologywillbe
important.Specificlearningobjectivesareto:
Understandtherelationshipbetweenmarketresearchanddecisionmaking
Learn the processes used in formulating and conducting market research
projects
Understand of the market conditions under which research may be
undertaken,andtheimpactoftheseconditionsonthetypeofresearchtobe
conducted,includingthemethodologyandprojectmanagement
Comprehendtherangeofqualitativeandquantitativetechniquesandmethods
availableinmarketresearch,includingapplicabilityandlimitations
Beabletousethelanguageofmarketresearchasitisusedbypractitioners
andbusinesspeople
TointroducestudentstothescopeandfunctionsofMarketingResearch.
To develop an informed, analytical approach to the study of markets and
customers.
Tohelpstudentsgaintheskillsrequiredformarketingresearchthroughthe
experienceofworkingonamarketingresearchproject.
Contents:
Introduction: Research, Scientific method, Business & Marketing Research. Basic &
applied research, Inductive & Deductive research. Primary & Secondary Research.
Normal distribution.
Research process stages. Research Design, Qualitative Research, Various methods of
Exploratory research, Focus Group Discussion, Projective techniques, TAT.
Descriptive & Causal Research.
Sampling, Sampling frame. Sampling error. Types of Probability & Non probability
sampling. Stratified, Cluster, Snowball, Judgment, Quota, Simple random &
Systematic sampling.
Measurement & Scaling. Nominal, Ordinal, Interval & Ratio scales. Attitude
measuring scales. Semantic differential & paired comparison scales. Sorting,
Ranking & Rating.
Questionnaire design, Phrasing questions, Various types of errors in designing
questionnaires.
Data collection methods. Fieldwork. Survey Research, Errors in survey research.
Experimental Research, Control & Extraneous variables, Factorial Designs.
Data analysis, Editing. Missing values. Cross tabulation. Data transformation.
35
Univariate and Multivariate analysis.

Hypothesis testing. Null hypothesis, alternate hypothesis. Type 1 & type 2 errors.
Confidence and significance interval. Parametric & non-parametric tests.
Introduction to SPSS, data entry and data transformation. Coding questionnaires to
SPSS. Transferring data from excel to SPSS.
TESTS TO BE COVERED:
t- test, z-test
ANOVA
Chi-square
Correlation & Regression
Discriminant analysis
Factor analysis
Cluster analysis
MDS(MultidimensionalScaling)
TextBook:
1) MarketingResearch
AnAppliedOrientation,6thEdition,NareshMalhotra.,
PrenticeHallIndia,2010
ReferencesBooks:
1. MarketingResearch
Aaker,Day,andKumar,rep20079thed.,John
Wiley&Sons
2. BusinessResearchMethods Zikmund,2003,7thed.,ThomsonAsia
A Problem Solving Approach, Sudman and Blair
1998
Parusuraman,Grewal&Krishnan,Biztantia,2007.
Bradley,Oxford,2008.
G.C.Beri,TATAMcGrawHill,2008.
7.MarketingResearch
S.Shajahan,Mcmillion,2005
8.MarketingResearch
Nargundkar,TataMcGrawHill,2006
9.MarketingResearch
DebashisPati,UniversitiesPress,2003
Hair,Bush,Ortinau,TataMcGrawHill,2006.
Journals
1. Journal of Marketing
2. Journal of Marketing Research
MarketingResearchAnAppliedOrientation,6thEdition,NareshMalhotra.,Prentice
HallIndia,2010
Course Code
233
Course Title
Brand and Product Management
36
No. of Credits
3.5
Contact Hours
35
Objectives:
To make the students understand how to evolve and implement appropriate productmarket strategies and use the other necessary marketing tools to make better
product and branding decisions.
This course also aims to make the students understand the importance and relevance
for branding in today's competitive scenario.
Contents:
Introduction to Product Management
Product Life Cycle Marketing Strategies
Product Planning System & Strategies
New Product Development
Introduction to the concept of Brand
Building Brand Equity
Brand Positioning & Values
Designing & Implementing Branding Strategies
Introducing & Naming new products & brand extensions
Managing Brands over time
Managing Brands over Geographic Boundaries & Market segments
Different types of Brands
Text Book:
1. Strategic Brand Management
Building Measuring & Managing
Brand Equity
- Kevin Lane Keller C Prentice Hall of India,

2nd Edition,2007
2. Product Policy & Brand Management - A.K. Chitale & Ravi Gupta, PHI Learning,
1 Edition, 2011
3. Brand Management Principles and - Kirti Dutta, Oxford Publication, 1st Edition,
Practices
2012
Reference Books
1. Product Management
- Chunawala, 6th Edition, 2007.
2. Product Management
- Doneld Lehmen, russel S Winer

Tata Megran Hill Edition, 4th Edition, 2011.
- Richard Elliot & Loring Pery, 1st Indian

Edition, Oxford Publication, New Delhi 2008
4. Marketing Management
- Kotler & Keller, 2007.
5. Product Strategy & Management
- Michael Baker & Susan Hart, 2009.
6. Product Management & New

Product Development
- Dr. R. K. Shrivastava, 2006.
37
7. Strategic Market Management
- David Aaker, 2008.
8. Product Management in India
- Ramanuj Majumdar Printice Hall of India,

New Delhi, 2009
- Richard Eliot, Larry Percy C Oxford

Publication, 5th Edition, 2010
10. Brand Management
- Harsh V. Verma C Excel Books Publication,

2nd Edition, 2006
11. Brand Equity
- David Akkar,The Free Press NewYork, 1991
12. Building Strong Brands
- David Akkar, Simon & Schuster UK Ltd. 1996
13. Brand Management The Indian
- Y.L.R. Moorthi C Vikas Publication, 3rd
Context
Edition, 2010.
- Tapan K Panda C Excel Books Publication, 1st
15. Building Brands in the Indian

Markets
Edition, 2004
- S. A. Chunamalla C Himalaya Publishing, 4th
16. Compendium of Brand

Management
Edition, 2011
38
Course Code
234
Course Title
Integrated Marketing Communication
No. of Credits
2.5
Contact Hours
25 hrs
Objectives :
To increase the students understanding of the fundamental concepts of integrated
marketing communication and communication process. Become knowledgeable
about the important issues in planning and evaluating integrated marketing
communication. Apply the appropriate theories and tools to plan, develop, and
evaluate integrated marketing communication. Construct a complete advertising
campaign.
Contents:
Evaluation of Broadcast, Print and Support Media
Sales Promotion: Scope and Role, consumer - oriented and trade oriented sales
promotion
Public Relations, Publicity and Corporate Advertising
Measuring the effectiveness of the Promotional programmes
Evaluating the Social and Ethical aspects of Advertising and Promotion
Regulation of Advertising and Promotion
PRESCRIBED TEXT BOOK :(PTBR)
Advertising and Promotion
- George E. Belch & Michael E. Belch, Tata
An IMC Perspective
McGraw-Hill, New Delhi, 6th Edition, 2009.
1.
2.
3.
4.
5.
6.
7.
ADDITIONAL TEXT BOOK :(ATBR)

Integrated Advertising,
- Clow, Kenneth E, Baack, Donald,
Promotion & Marketing
2nd Edition, 2007, Prentice-Hall India.
OTHER REFERENCE BOOKS :
Advertising Management : Concepts- Mohan, Manendra, 1st Edition, 2007,
Tata McGraw-Hill
Sales & Operations Planning
- Wallace, Thomas. F, Stahl, Robert. A,
1st Edition, 2009, Shroff Publishers.
Advertising Management
- Jethwaney, Jaishri, Jain, Shruti, 1st Edition,
2006, Oxford University Press.
Advertising Creativity
- Marra, James. L, 1st Edition, 2002,
Prentice-Hall India
Selling Blue Elephants : How to - Moskowitz, Howard, Gofman, Alex,
make great product that people
1st Edition, 2007, Pearson
want.
Education India.
Principles of Advertising :
Global Prospective
- Lee, Monle, Jhonson, Carla, 2nd Edition,
2007, Viva Book Pvt. Ltd.
Promotion and Integrated
Marketing communication
- Semenik Richard J, 2002, Singapore.
39
Course Code
: 281
Course Title
: Industry Internship Project
No. of Credits
: 12
Contact Hours
: 120
Objectives:
1)
Application of knowledge and techniques learnt in the first term to test out and
enrich one understanding, knowledge and skills further.
2)
Understanding an organization and its management functions and decision

making process better and thereby enhance one's perspectives.
3)
Appreciating the inter linkage among different functions and developing realistic
managerial perspectives of organization, their realities, and their function.
4)
The industry internship placement will be provided by the Placement Department

with the help of student placement committee.
40
Semester III
Course Code
311
Course Title
Entrepreneurship
No. of Credits
Contact Hours
20
Objectives:
A blend of entrepreneurial spirit and a trained managerial mind is a potent
combination in any individual. Such individuals stand a much better chance of
surviving in the raging waters of entrepreneurship as well as prove to be
successful managers in any organized business setup.
This course aims to train students who have already been exposed to the
functional areas of business by imparting an understanding of entrepreneurship,
the skill required and applying their own managerial knowledge to overcome the
challenges entrepreneurs face.
Contents:
What is entrepreneurship? Entrepreneur - Types of entrepreneurship,
Attributes of an Entrepreneur.
Entrepreneurship skills - Leadership, Motivation, Team Building, Creativity &
Innovation
Entrepreneurial Cycle Stages in Entrepreneurship
Types of Entrepreneurs
Idea Generation
Idea Evaluation Mullins 7 Domain Framework
Developing a B-Model- Osterwald's 9 Block Model
Developing a B-Plan
Finance Plan. Financial Tools, Business Plans, Best Practices &
Benchmarking Sources of Funds - Self financed, PE, Institutional Funds,
Government Agencies
Marketing Plan- Commercialising your idea, Growing your Business - Scaling
up, Expansion, Diversification, Vertical Integration
HR Plan- Organization Structure & Building
Why Businesses fail - Adapting to changing environment
Handing Over the Baton Succession Planning
Text Book:
1. Entrepreneurship
- Rajeev Roy, Oxford University

Press, 2008
41
Recommended Reading:
1.
Elena Fawkner, Entrepreneurship: Do You Have What It Takes?
2.
David H. Holt, Entrepreneurship -
New Venture Creation, Prentice Hall

India, 2002
3.
Entrepreneurship Strategies
& Resources
- Marc J.Dollinger,, Pearson

Education, 2004
4.
The High Performance Entrepreneur Subroto Bagchi, Penguin Books India,

2006
5.
Entrepreneurship
- Hisrich Peters, Tata McGraw Hills, 4th Edition
6.
Mastering Business in India
- Chris Boulton & Patrick Turner,, Wiley

India, 1st Ed. 2005
5.
What They Don't Teach You

at Harvard Business School
- McCormack, Mark H., : Notes From a

Street-SmartExecutive. Toronto:
Bantam Books, 1986'
42
Course Code
312
Course Title
Business Policy & Strategic Management
Number of Credits :
3.5
Contact Hours
35
Objective :
Having learnt the fundamentals in the first year and further students will learn higher
level of functional area in the fourth Term, students are now ready to learn how the
strategy is formulated and practiced in the corporation. Now the objective of this course
to arm you to develop business strategies as SBU head/Business head/CEO or as owner of
small business. This course has five key thrusts:
Mapping the Business Landscape

Creating Competitive Advantage
Anticipating Competitive and Cooperative Dynamics
Building and Sustaining Competitive Advantage
Choosing Corporate Scope
Contents :
The introduction to Business strategy, background, BCG Experience Curve, Growth
Matrix and Portfolio Planning.
Supply Demand Analysis; The Five Forces framework; The Value Net and Other
Generalizations; The Process of Mapping Business Landscape.
The Development of Concepts for Competitive PositioningCost Analysis,
Differentiation Analysis, Cost Vs Differentiation; Added Value. Process for Analysis
of Relative Cost and Willingness to Pay using activities; Exploring Different
Strategic Options and Making Choices.
Anticipating Competitive Dynamics C Simple Games, Dynamic Games, Competitor
Profiling.
Sustainability of Superior Performance and Resource Planning. The Threat of
Imitation, Substitution. Hold Up and Slack.
The Practice of Corporate Strategy C Industry Attractiveness, Competitive
Advantage; Transactions Costs and Ownership, Various Models of Corporate
Management.
Text Book:
1.
Strategy and the Business Landscape
Pankaj Ghemawat, 3rd Edition,

2008, Pearson Education
Publication
- Hitt, Ireland, Hoskisson, 6th Edition, 2005,

Thomson, South Western Publication.
2. Strategic Management Theory &

Practice
43
Reference Books :
1. Management Theory & Application
2. Crafting & Executing Strategic
Management
- Adrain Haberberg & Alison Rieple. 1st

Edition, 2008, Oxford University Press.
- Thompson & Strickland, 14th Edition,
2008, Tata McGraw-Hill
3. Concepts in Strategic Management &

Business policy
- Wheelen, Thomas L., Hunger, J. David 9th

Edition, 2006, Pearson Publications
4. International Business : Competing in

- Hill, Charles W. L., Jain, Arun K., 5th
Edition, 2006, Tata McGraw-Hill
the global market place

5. Corporate Strategy
- Colley, Doyle & Hardie C Tata Mc. Graw

Hill, 2002.
6. Kellog on Strategy
- David Dranove & Sonia Marciano Wiley Publications, 2007
44
Course Code
313
Course Title
Corporate Governance & Business Ethics
No. of Credits
1.5
Contact Hours
15
Objective:
To understand
practical tools and frameworks for integrating social
responsibility as part of a companys strategic planning, decision-making and
general management, with the goal of adding value to both the business and
the society as a whole.
To understand the appropriate mechanism for effective corporate
governance. Value the shareholder and stakeholder rights and
responsibilities and adhere to sound principles of direction and management.
To understand the importance of Business Ethics and raising awareness of
the ethical dimensions of common business practices.
Developing and enhancing skills of moral judgment.
Content:
Introducing Business Ethics, Globalization & Sustainability: A key Goal for
Business Ethics
Dimensions of Ethical Decision Making
Corporate Governance- An Introduction, Stakeholder Concept and Corporate
Governance
Ownership of Corporation, Director and their Role, Duties of Board Of
Directors
The Ethical Foundations, Role of Directors in Crisis Period, Measurement of
Board Performance
The Changing scenario in Corporate Governance with respect to
Performance Measurement and Internal Accountability
Corporate Governance in India
Considerations of Strategic facets of Corporate Governance
Ethics & corporate Governance, Role of Ethics in Effective Corporate
Governance and Benefits of good governance to companies and Society
Corporate Governance Mechanism, Anglo- American Model, German Model,
Japanese Model &Indian Model
Role of Board of Directors, Auditors, SEBI & GOVT
Text Book:
1. Ethics in Business and
Corporate Governance
- S K Mandal, Tata McGraw Hill
45
Education Pvt. Ltd., 2nd Reprint 2011

Reference Books:
1. Business Ethics
2. Business Ethics, An Indian
Perspective
3. Ethical Management
4. Ethics in Management
5. Mastering Business in Asia
6. Corporate Governance in Public
7. Corporate Governance
Business Ethics
46
- Andrew Crane, Dirk Matten, Oxford,

2nd Edition, 2007
- Ronald D Francis, Mukti Mishra,
Tata McGraw - Hill, 2nd Edition, 2006
- Satish Modh, MacMillan, 1st Edition,
2005
- S A Sherlekar, Himalaya Publishing
House, 1st Edition, 1998, Reprint 2007
- Peter Wallace, John Zinkin, John
Wiley & Sons (Asia) Pte. Ltd., 1st
Edition, 2005
- S M Dewan, Dorling Kindersley (India)
Sector Enterprises Pvt. Ltd., 1st
Edition, 2006.
- Dr. S Singh, Excel Books, 1st Edition
2005 Global Concepts and Practices
Reprint 2010
- The Institute of Company Secretaries
of Modules of Best India, The Institute
of Company secretaries of Practices
India, 6th Edition, 2007
- Kesho Prasad, PHI Learning Private
CourseCode
331
CourseTitle
Digital&SocialMediaMarketingll
NoofCredits
ContactHours
40
47
CourseCode
332
CourseTitle
MarketingStrategy
NoofCredits
3.5
ContactHours
35
Objectives:
Managingintheconstantlychangingbusinessenvironmentisanessentialrequirement
forbusinesssuccessastheworldmovesthroughthe21 st century. Marketingmanagers
areinvolvedinchartingthedirectionoftheorganizationandcontributingtodecisions
thatwillcreateandsustainacompetitiveadvantageandaffectlongtermorganizational
performance;hence,theemergenceofstrategicmarketingmanagement.Thecoursealso
includes how companies become market driven and guide theirstrategies basedona
sharedunderstandingofmarketsandcompetition.
Contents:
Model of Strategic Marketing Process

External Environment analysis
Competitor Analysis
Market Analysis
Customer Analysis
Internal Analysis of the Organization
Strategic Analysis
Formulation of strategies
Generic strategies of Porter
Strategies for different markets
Implementationandreview
TextBook:
1. Strategic Market Management - David A Aaker, 7th edition, Wiley India Edition,
2010
ReferenceBook:
1. MarketingStrategy
Walker,BoydandLarreche,TataMcGraw
Hill,5thEdition,2006.
2. MarketingPlanning&Strategy Jain,ThomsonLearning,7thEdition,2007.
3. KellogonStrategy
DavidDranove&SoniaMarciano
WileyPublications,2007
4. MasteringStrategy
FinancialTimesMastering,Person
Publication,2005
48
5. RedefiningGlobalStrategy
PankajGhemawat,HBSpublication,2007
6. CorporateStrategy
Colley,Doyle&HardieTataMc.GrawHill,2002.
Ferrell&Hatline,ThomsonPublication,2007.
Walker,Mullins&BoydTataMcGrawHill,2006.
9. AdvanceMarketingStrategy
UrbanGlen&StarJ.StevenPrenticeHall,2006.
10. MarketingStrategy:Decision
FocusedApproach.
Walker,Orville,Mullins&BoydTata
McGrawHill,2008.
49
CourseCode
: 333
CourseTitle
: Retail&ChannelManagement
NumberofCredits
: 3.5
ContactHours
: 35
Objectives:
Tointroducestudentstoretailingasabusinessactivityandhelpthemappreciatethe
businessenvironmentforcesthatinfluenceit
Tohelpstudentsunderstandhowmarketingeffortsaremadebyretailingbusinesses
bothinthestoreandoutside
To exposestudentstothevariousverticals,formatsandchannelsinwhichretail
businesseswork
Tomakestudentsappreciatetheimportanceofmultichannelretailing,especiallyat
a time, when India is witnessing an upward spiral in modern retail trade and is
consideredacredibleinvestmentdestinationbylargeinternationalretailers
Contents:
UnderstandingRetailasabusiness
Retailing Function, changing retail landscape, retail formats, theories of retail
development&typesofretailers
IntroductiontotheworldofRetailing
TypesofRetailers
Types of merchandise, variety & assortment, differences between services and
merchandiseretailers,multichannelretailing
MultichannelRetailing
Shoppers'Behaviour;Retailmarketstrategy;financialstrategy
CustomerBuyingBehaviour
RetailMarketStrategy
FinancialStrategy
Retaillocation/siteselection;humanresourcemanagement;managingthestore
RetailLocations
- Retail Site Location
- Human Resource Management
ManagingtheStore
Storelayout,customerservice,retailcommunicationmix
StoreLayout,DesignandVisualMerchandising
- Customer Service
RetailCommunicationMix
RetailBrandCommunications
Brandinginretail,nationalandprivatebrands
RetailBrands
- Retail Brand Positioning
RetailBrandPersonality
50
Pricinginretail,retailenvironment,internationalretailing
RetailPricing
IntroductiontoRetailingEnvironment
- Structural change in Retail Environment
- Market Structure & Control
Managingingoodtimesandbad
MultichannelRetailingI&II
InternetRetailingManagement
CatalogueRetailing
MultichannelRetailingIII
TescoOnlineRetailing
MultichannelCustomerManagement
TextBook
1) RetailingManagement:
2) BrandingaStore
MichaelLevy,BartonA.WeitzandAjayPandit,
TataMcGrawHill,6thedition,2009
Howtobuildasuccessfulretailingbrandina
changingmarketplace:KoFloor,KoganPage
India,1stedition,2007
1) IndiaRetailReport2013ImagesRetail
2) RetailingEnvironment&Operations:Newman,Cullen,CengageIndia,1stedition,
2006
3) RetailingManagementPradhanTataMcGrawHill,4thEdition
4) RetailManagement:AStrategicApproach11theditionbyBerman,MiniMathur&
Evans
5) RetailManagementbyRajeevJain;RBSAPublishers(2012)
6) StrategicRetailManagementbySriniSriniwasan
7) RetailManagementbyPeterFlemingMercuryBusinessBooks
8) Strategic Retail ManagementText and cases by Joachim Zentes, Hanna
Schramm,DirkMorschett
9) DesigningandManagingthesupplychain:concepts,strategiesandcasestudiesby
SimchiLevi,D,Kaminsky,P&SimchiLevi,E2003,,2ndedition,McGraw
Hill,Boston
10) ContemporaryLogisticsbyPaulR.Murphy,DonaldWood(2003),8thEdition
51
CourseCode
: 334
CourseTitle
: ServiceMarketing
NumberofCredits : 3
ContactHours
: 30
Objectives:
Tolearnmanagementofdaytodayoperationinserviceindustry
Toincreasestudentsunderstandingofthenatureandimportanceoftheservice
sectorintheIndianeconomyandinothercountries.
To aid students in effective decision making in the management of a service
organization.
Students should be able to understand the decisionmaking process in both

domestic
and
international
service
organizations.
Studentsshouldbeabletounderstandthedecisionmakingprocessinbothfor
profitandnotforprofitserviceorganizations.
Content:
1) IntroductiontoServiceManagement:ServiceDefinition,Description,Growth
of services, Characteristics, Service encounters , Service Mapping, Service
organization.
2) StrategicServiceVision:Value,Strategy,Developservicedeliverystrategy
/model,
3) Customer Satisfaction, Loyalty, and Service Quality : Understand customer
preferences,TargetMarket,Whoarethey?Whataretheprimaryneedsand
preferences.Howtomeasureservicequality?Whataretheirqualitylevels?,Is
aserviceguaranteeappropriate,whatshoulditlooklike?
4) New Service Design & Development : Principles of service design, Design
process,Designingqualityandvalue.
5) Service Processes, Service facility location/layout, work measurement :
Develop a flow diagram of the service delivery process. Propose
improvements.
6) DemandandCapacityManagement:Understandcustomerdemandpatterns.
Determinethedemandpatternforarelevanttimeperiod(day,week,hour),
Determinethesupplypatternforarelevanttimeperiod(day,week,hour),
What is the existing capacity utilization? , Can they do better to manage
supplyanddemand?,Reservationorappointmentsystem?,Howtoschedule
theemployees,appropriatenumber,training?
7) ManagingWaitingTime:studyofQueuingsystems,Develop,simulateand
52
evaluatealternativeserviceconfigurationsforimprovingperformance.
8) Inventory Management in Services : Service inventory control systems,
Inventoryplanningandcontrol.MRP.
9) Performance/ProductivityMeasurementinServices:Blueprintapartofthe
services
Drawthefacilitylayoutfortheblueprintedservice,Developaprocessflow
diagram
Lookforimprovementareas,ModelwithServiceModel,RoleofPeoplein
services.
10) Customer Equity & Selection, Eservice, Technology in Services: Trends in
Technology.
TextBook:
ServiceoperationsStrategy
Malhotra,christopherlovelock,2007.
ReferenceBooks:
1.
CustomerServiceoperation
thecomplete
BlandingWarren,AmaCom,1997
2.
Successfulserviceoperations
ManagementwithCDRom
MetersRichardKingMetters,Thomos
India,2008.
3.
ServiceoperationManagement
Johnston,robertandclerk,Graham,
PearsoneducationDelhi2010.
53
Course Code
: 335
Course Title
: Rural Marketing
Number of Credits : 3
Contact Hours
: 30 Hours
Objectives:
The course is likely to accomplish one or more of the following objectives:
. To provide an overview of rural markets and emerging perspectives of Rural
marketing
. To debate the emerging managerial initiatives and relevant framework in
Rural marketing
. To share the experiences of institutions engaged in Rural marketing in the
form of case studies
Content:
Introduction to Rural Marketing
Rural Consumer Behaviour and Marketing Research
Segmenting, Targeting and Positioning in Rural Markets
Product and Services
Pricing
Distribution
Promotion
Social Marketing
Future of Rural Marketing
Text Book:
1.
Rural Marketing
- Pradeep Kashyap,
Publication, 2012.
Reference Books:
1. Rural Marketing Concepts and
Practices
2nd
Edition, Pearson
Balram Dogra and Karminder Ghuman

Tata McGraw-Hill publication, 10th
Reprint, 2012.
2.
Rural markets- Understanding

consumers and developmental
issues
- Edited Sanal Kumar, Velayudhan

and Guda Sridhar Excel Book
Publication, 1st Edition, 2010
3.
Rural Marketing
- T P Gopalaswamy, 2nd Edition, 2003,

Excel book publication
4.
Rural marketing and Micro Finance - S K Baral and S C Bihari, 1st Edition,
AITBS Publication.
5.
Rural Marketing Text and Cases
54
S L Gupta, 1st Edition Wisdom
Publication
Course Code
336
Course Title
Supply Chain and Logistics Management
No of Credits
Contact Hours
30
Objectives:
To understand the Supply Chain and Logistics Management concept.
To learn the dynamics of SCM & Logistics Management and various ancilliary topics
such as ethics in SCM and Green SCM
To develop an insight into information and communication technology in SCM
To determine Transportation and Freight Management issues in SCM.
Contents:
INTRODUCTION TO SUPPLY CHAIN MANAGEMENT
DYNAMICS OF SUPPLY CHAIN MANAGEMENT
ICT (INFORMATION & COMMUNICATION TECHNOLOGY) IN SCM &

PROCUREMENT
PROCUREMENT & OUTSOURCING IN SC
SCM & CRM
DECISIONS ON TRANSPORTATION
MANAGEMENT
COLD CHAIN LOGISTICS
SCM RISK MANAGEMENT & RESILIENCE
Text Book:
1. Supply Chain Management
2.
(MULTI-MODAL)
&
FREIGHT
Concepts, Practices & Implementation

Author : Associate Professor Sunil Sharma,
Faculty of Management Studies (FMS)
University of Delhi, Publishers : Oxford
University Press, 2010, Printers : Tara Art
Publishers
Text & Cases Author : Dr (Prof) Vinod
Sople , Director ITM Business School,
Dombivli campus Publishers : Pearson,
Copyright Dorling Kindersley (India) Pvt.
Ltd, 2012 Printers : India Binding House
Supply Chain Management
Alternative Texts Books :

1. Supply Chain Management :
Concepts & Cases Author :
- Rahul V. Altekar, Senior Functional Architect

(SCM Solutions) Manugistics (India) Ltd. ,
55
Publishers : PHI Learning India Pvt Ltd, 2010.

Printers : Mudrak Printers
2.
Supply Chain Logistics Mngt.
3.
Business Logistics Management,

Planning, Organizing &
Controlling the Supply Chain
- International Edition 2003, Authors : Donald

Bowersox, David, J. Closs, & M. Bixby
Cooper , Michigan State University.
Publishers : McGraw-Hill Publishing,
Printed : In Singapore When ordering the title
use ISBN 0-07-123207-9
- Ronald H. Ballou, Weatherhead School of

Management , Case Western Reserve University
Copyright : Prentice Hall Inc, Pearson
Education Asia Pte Ltd., Singapore, Fourth
International, Edition, 1991-1992. ISBN : 013-081262-5
References from Books, Journals & Periodicals :

1. Accenture India (2002), Logistics Infrastructure & 3PL, ETIG Knowledge Series on
Supply Charts & Logistics , pp.50-51.
2. Ayers, James B. and Mary Ann Odegaard (2007) Retail Supply Chain Management,
Auerbach Publishers
3. Bender, Paul S (March 2000), Debunking 5 Supply Chain Myths, Supply Chain
Management Review 4, No. 1, pp. 52-58
4. Bovet, David & Yossi Sheffi (Spring 1998), The Brave New World of Supply Chain
Management, Supply Chain Management Review , pp.14-20.
5. Bozarth, Cecil C. and Robert B. Handfield (2006), Introduction to Operations &
Supply Chain Management, Pearson Education, New Delhi.
6. Burt , David N. Donald W. Dobler and Stephen I. Starling (2006), World Class
Supply Chain Management : The Key to Supply Chain Management, Tata Mc Graw
Hill , New Delhi.
7. Centre for Monitoring Indian Economy (CMIE) Chopra, Sunil and Peter Meindl
(2007), Supply Chain Management Strategy Planning and Operation, 3rd Edition,
Prentice Hall of India, New Delhi.
8. Copacino, William C (1997), Supply Chain Management : The Basics and Beyond,
St. Lucie Ben, Florida
9. Coyle, John J. Edward J. Bardi , and C. John Langley Jr. (2003), The Management of
Business Logistics , 7th Edition, South Western Press.
10. Dornier Phillippe Pierre, Ricardo Ernst, Michel Fender and Panos Kouvelis (1998),
Global Operations and Logistics : Text and cases, New York, Wiley.
11. Fawcett, Stanley E. and Gregory M. Magnan (2001), Achieving World Class Supply
Chain Alignment : Benefits, Barriers and Bridges, CAPS Research, Arizona
12. Fisher, Marshall, L. (March August 1997), What is the Right Supply Chain for
your Product, Harvard Business Review , pp. 83-93.
13. Fleischmann, Bernhard and Herbert Meyr (2003), Planning Hierarchy, Modelling
56
14.
15.
16.
17.
18.
19.
20.
and Advanced Planning Systems, Handbook on Operations Research &

Management, Vol 11 , pp : 455-523.
Handfield Robert B and Ernest L. Nichols (2005), Introduction to Supply Chain
Management, Prentice Hall of India , New Delhi.
Houlihan, John B. (1985) International Supply Chain Management, International
Journal of Physical Distribution and Materials Management, Vol. 15, No. 1. Pp. 2238
Kauffman, Ralph (2002) Supply Chain Management : Whats in a name or do we
know who we are? Journal of Supply Chain Management, Vol 38, Issue 4, pp. 46-50.
Lambert Douglas M, James R. Stock and Lisa M. Ellram (1998) Fundamentals of
Logistics Management, Irwin/McGraw Hill , Boston pp. 8-28.
Larson , Paul D. and Ami Halldorssun (2002), What is SCM? and Where is it?
Journal of Supply Chain Management, Vol. 38 , Issue 4, pp.36-44
Lee Hau, L. (Spring 2002) Aligning Supply Chain Strategies with Product
Uncertainties, California Management Review , pp.105-109.
Sharma Sunil (March 2005), Report Submitted to University Grants Commission on
Supply Chain Management Practices in Indian Industry under UGC Research
award, New Delhi.
Internet Based References :

Accenture.com/countries/India/Research_and _ insights/challenges opportunities as
accessed on 4-07-2008, www. clml.org,
www.cscmp.org,
www.economywatch.com,
www.etig.com
www.etintelligence.com,
www.flextronics.com/en/markets/logistics/performancedrivers,
www.hp.com/hpinfo/globalcitizenship/environment/supplychain
www.ism.ws,
www.managing_automation.com,
www.manufacturing.net/scm (Cahners Publishing, Supply Chain Management Review
and other sources),
www.supplychainaccess.com (Aberdeen Group), www.nhai.org,www.supply-chain.org,
www.weforum.org/en/initiatives/gcp
57
Course Code
371
Course Title
Career Management & Training
No of Credits
Contact Hours
30
Objectives:
Take control of one's personal development as employers take less

responsibility, employees need to take control of their own development in
order to maintain and enhance their employability which to be built during
the student career.
Making career choices and decisions the traditional focus of careers
interventions. The changed nature of work means that individuals may now
have to revisit this process more frequently now and in the future, more than
in the past.
Managing the organizational career concerns the career management tasks
of individuals within the organisation such as decision-making, life-stage
transitions, dealing with stress.
Managing 'boundary-less' careers refers to skills needed by employees
whose employment is beyond the boundaries of a single organisation, a
work-style that is common.
Raise the students awareness about the dynamics of English communication
in a business environment
Develop team work skills in conceptualizing, implementing, and completing a
project.
Gain awareness and insights about strengths and growth areas and develop
practical strategies how this information can be applied in managing their own
career development by developing resume which is more professional.
Determine a career path that best suits your values, interests, personality,
and skills.
Develop the over all employability by personal grooming.
Contents:
Group Discussion
Pre Assessment Group Discussion Mock Group Discussion
Content, Flow Structure, Initiative,
Innovative Thinking, Problem Solving, Team work
De Briefing and improvement Plan of Action
Implementing the feedback
Confidence building
58
Clarity of Thought in expression

Mock Personal Interviews
Personal Interview theory with example
Post Assessment Discussion
Growing and Etiquette
Eye contract, Growing, Managing confidence
Body language
Post Assessment
Resume writing
Text Book:
1. A to Z of Interview
Reference Books:
1) Personal Development for Life
and work
2) Managing careers: Theory
and practice.
Prof (Dr. K.C.Padhy and

Madhuchhanda) 1st edition, 2008
Masters Wallace, 10th edition, Cengage

Learning Baruch, Y. 2004.
England: Pearson Education.
3) Managing careers in organizations
Feldman, D. 1988.. Glenview, Scott,

Foresman.
4) Giving voice to values: How to

Speak Your Mind When You
Know its Right.
Gentile, M. C. 2010. Yale University Press.
5) Behavior in organizations:
Understanding and managing
the human side of work.
Greenberg, J. 1995. Englewood Cliffs,

N.J.: Prentice Hall.
6) Career management and

work-life integration: Using
self-assessment to navigate
contemporary careers.
Harrington, B. & Hall, D. 2007. Los

Angeles: Sage publications.
7) Organizational behavior:
Understanding life at work.
Johns, G. 1988. Glenview: Scott,

Foresman.
8) 8 to Be Great: The 8-Traits

That Lead to Great Success
St John, R. 2007.. Train of Thought Arts

Publishing.
9) The Time Paradox: The New

Psychology of Time That Will
Change Your Life.
Zimbardo, P. and Boyd, J. 2008. Free

Press, NY
59
SEMESTER 4
Course Code
Course Title
No. of Credits
Contact Hours
:
:
:
:
481
CAPSTONE PROJECT
6
60
Objective :
To providing opportunity to the students to identify their research ideas and
pursue the same through the capstone project .
To apply the basic concepts, tools, techniques learnt in the first year with the
specialised domain knowledge to have a holistic view of the research
problem.
Content
Following are some of the typical areas that could be chosen by students
for project work
Business Model of A Diet Restaurant for SEZs and its analysis using Mullin's Seven
Domain Model
Branding in Global Scenario
A Project on Marketing and Distribution of Financial Instruments
Parameters of Trust in Banking Sector
Rising influence of kids in the purchasing decisions
Marketing Mix and Facebook: Efficacy of Marketing Mix
Understanding the Critical Success Factors with Respect to the Indian Organized Durable
Market
Psychological and Behavioral Effects of Facebook
Google Adwords and Study of company website
Are youngsters shifting from traditional sports to Speedy Sports like Indian Formula 1 Grand
Prix?
60

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PGDM

ITM Business School

ITM Campus, Plot No.25 & 26, Institutional Area,

Credit per Course :

To understand the scope and subject matter of Managerial and Macro

To understand various concepts tools and techniques of economics with a

To understand the process of growth and development in Economics.

To understand policy-led development in the Indian Economy and the

To understand and analyze the Environment of Business and its implications

Analysis of current Economic News

The Nature and Scope of Managerial Economics

Optimization Techniques and New Management Tools

Demand Concepts, Demand Analysis & Demand Elasticities.

Demand Estimation and Demand Forecasting, The theory of supply and

The theory of Production, Economies of scale and scope.

Cost Theory & Estimation, cost concepts.

Pricing and output decision: Perfect competition and Monopoly

Pricing and output decision: Monopolistic Competition and oligopoly, Game

Special pricing practices: Price Discrimination, Cartel formation, Cost plus

Long Run Investment Decisions: Capital Budgeting

ITM, PGDM - Marketing iConnect Syllabus 2013-15

- Rajesh Srivastava, Dominick

3. Modern Economic Theory

- Paul G. Keat & Philip. Young 6th

ITM, PGDM - Marketing iConnect Syllabus 2013-15

: Introduction to CSR & NGO

To build an understanding of concept of CSR, underlying theories and its related

To enhance the capacity of developing strategies for comprehensive CSR approach

To develop analytical abilities of concretizing action plans to achieve goals

Gaining tools to analyze, develop, and recommend strategic CSR policies in

Understanding a wide range of accountability issues and governance procedures in

Corporate Social Responsibility

- Concepts and Cases, the Indian

Corporate Social Responsibility in India - Sanjay .K. Aggarwal

- Madhumita Chatterjeee (Oxford

- Concepts and Cases Ed By CV Baxi

ITM, PGDM - Marketing iConnect Syllabus 2013-15

: Financial Accounting & Analysis

Financial Accounting for Management

D.D. Harsolekar, Multitech

Financial Analysis for Management Decision- M. Sarnagadharan, 2011, PHI

Financial Accounting for Management

- Paresh Shah, Oxford

ITM, PGDM - Marketing iConnect Syllabus 2013-15

Study environmental forces influencing marketing decisions, consumer behaviour

A business marketing perspective

E-marketing in 21st century

High technology marketing

Global perspective to marketing

Factors influencing pricing

ITM, PGDM - Marketing iConnect Syllabus 2013-15

Adapting the price and responding to price changes

Designing and managing integrated marketing communications

- A South Asian Philip Kotler, Kevin Keler,

ITM, PGDM - Marketing iConnect Syllabus 2013-15

: Managing People and Organization - l

ITM, PGDM - Marketing iConnect Syllabus 2013-15

20. Motivation: An Overview of Motivation, Types of Motivations, Basic Theories of

- P. Subba Rao, Himalaya

- Ramesh B Rudani, Tata Mac Graw Hill,

- Karminder Ghuman, K Aswathappa, Mc

- Stephen P. Robbins, Mary Coulter,

- Anil Bhat, Arya Kumar,